Vận Dụng Các Phương Pháp Thống Kê Nghiên Cứu Các Nhân Tố Ảnh Hưởng Chất Lượng Dịch Vụ Mặt Đất Và Trên Không Của Việt Nam Airlines VNA

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MC LC
Ph ba
Li cam oan
Li cm n
Mc lc
Danh mc cc ch vit tt
Danh mc cc hnh v .............................................................................................................2
Danh mc cc bng biu.........................................................................................................4
LI NI U..........................................................................................................................8
Chng 1: L LUN CHUNG V CHT LNG DCH V HNG
KHNG V QUN TR CHT LNG DCH V HNG KHNG .............12
1.1. Cht lng dch v hng khng .............................................................. 12
1.2. Qun tr cht lng dch v hng khng ................................................. 30
Chng 2: MT S PHNG PHP THNG K TRONG NGHIN CU
CHT LNG DCH V QUA S CM NHN CA KHCH HNG .......53
2.1. Khi nim v c tnh ca bin thuc tnh tim n.................................. 53
2.2. Mt s phng php thng k nghin cu v cc bin tim n ............... 58
Chng 3: VN DNG CC PHNG PHP THNG K NGHIN CU
CC NHN T NH HNG CHT LNG DCH V MT T V TRN
KHOANG CA HNG HNG KHNG QUC GIA VIT NAM (VNA) .........107
3.1. M hnh l thuyt v cc nhn t nh hng n s hi lng ca khch hng . 107
3.2. p dng phng php hi qui bi nghin cu cc nguyn nhn nh
hng n cht lng dch v hng khng .............................................. 108
3.3. p dng kt hp phn tch nhn t v phng php m hnh phng trnh
cu trc (SEM) nghin cu cc yu t nh hng n cht lng dch v
hnh khch mt t v trn khng. .......................................................... 115
KT LUN V KIN NGH ...........................................................................................161
KT LUN CHUNG......................................................................................................... 161
DANH MC CNG TRNH CA TC GI
TI LIU THAM KHO..................................................................................................170
PH LC ..............................................................................................................................174
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DANH MC CC CH VIT TT
Ting Vit:
1. CLKT : Cht lng k thut
2. GOF : Mc ph hp ca m hnh
Ting Anh:
3. VNA : Vietnam Airlines (Hng hng khng Quc gia Vit Nam)
4. Cabin : Khoang my bay
5. Check-in : Th tc xut trnh v my bay v h chiu ti sn bay
6. Economy : V hng ph thng
7. VIP : Khch hng thng gia hoc hng nht
8. Shopping : Dch v mua sm
9. Lounge : Phng i ti sn bay cho khch hng thng gia hoc hng nht
10. SERVQUAL: Phng php o cht lng dch v
11. Boarding : Qu trnh hnh khch i t phng i ln my bay
12. Likert : Thang o cht lng t 1-5 hoc t 1-7
13. Anova : Phng php phn tch phng sai
14. SEM : Phng php m hnh phng trnh cu trc
15. CLCN : Cht lng chc nng
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DANH MC CC HNH V
Hnh 1.1: Chui gi tr trong dch v hng khng ............................................. 20
Hnh 1.2: M hnh cc khong cch (KC) cht lng dch v ....................... 38
Hnh 2.2. Hnh nh th hin m hnh quan h cu trc v ............................. 87
o lng trong m hnh SEM .............................................................................. 87
Hnh 2.5. M t trc quan (S hng i) ca m hnh php o.............. 92
Hnh 2.6. ng biu hon chnh th hin Mi quan h cu trc gi
thuyt c xc nh v Xc nh o lng hon chnh.............. 103
Hnh 3.1. M hnh quan h gia cc nhn t v tng tp hp ch bo o 120
Hnh 3.2. M hnh o........................................................................................... 121
Hnh 3.3. M hnh A_1.2..................................................................................... 123
Hnh 3.4. M hnh cu trc quan h A- 1.3 ..................................................... 124
Hnh 3.5. M hnh A_1.4..................................................................................... 125
Hnh 3.6. M hnh A-2 ......................................................................................... 131
Hnh 3.7. M hnh B-1 ......................................................................................... 133
Hnh 3.8. M hnh B-1.1 : ................................................................................... 146
Hnh 3.9. M hnh B-1.2...................................................................................... 148
Hnh 3.10. M hnh B-2.1 ................................................................................... 150
Hnh 3.11. M hnh B-2.2 ................................................................................... 151
Hnh 3.12. M hnh B-3.1 ................................................................................... 154
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DANH MC CC BNG BIU
Bng 2.1 : Ma trn tng quan................................................................................ 76

Bng 2.2 : Cc nhn t c tp hp t cc bin..................................................... 77
Bng 2.3 : Ma trn nhn t cha quay...................................................................... 79
Bng 2.4 : Kt qu sau khi quay............................................................................... 80
Bng 2.5: Ma trn h s im nhn t...................................................................... 81
Bng 2.6. Ma trn tng quan sau khi chun ha cc bin...................................... 82
Bng 2.7. Qua cc tnh hung ca m hnh, ch ra c im cc ch s ph hp tt: .. 101
Bng 3.1. Model Summary..................................................................................... 109
Bng 3.2. ANOVA(k)............................................................................................. 110
Bng 3.3. Cc h s ................................................................................................ 110
Bng 3.4. Tm tt m hnh..................................................................................... 113
Bng 3.5. ANOVA(j) ............................................................................................. 113
Bng 3.6. H s (a) ................................................................................................. 114
Bng 3.7. Communalities (phng sai c gii thch bng nhn t n) .............. 116
Bng 3.8. Cc thng k tin cy (Reliability Statistics)...................................... 117
Bng 3.9. H s Cronbach-Alpha ca tng bin (Item-Total Statistics)................ 117
Bng 3.10. Communalities (phng sai c gii thch bng nhn t n) ............ 117
Bng 3.11. Tng phng sai c gii thch (Total Variance Explained) ............ 118
Bng 3.12. Cc thng k mc tin cy (Reliability Statistics)............................ 118
Bng 3.13. Communalities (Phng sai c gii thch bng nhn t n)............ 119
Bng 3.15. Thng k tin cy (Reliability Statistics) ......................................... 119
Bng 3.16. H s Cronbach-Alpha tng bin (Item-Total Statistics) .................... 120
Bng 3.17. H s RMR v GFI ............................................................................ 122
Bng 3.18. Cc h s so snh c bn (Baseline Comparisons).............................. 122
Bng 3.19. H s RMSEA...................................................................................... 122
Bng 3.20. H s HOELTER ................................................................................. 122
Bng 3.22. H s tng quan (Correlations).......................................................... 123
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Bng 3.23. H s RMSEA...................................................................................... 124

Bng 3.24. H s HOELTER ................................................................................. 124
Bng 3.25. H s RMSEA...................................................................................... 125
Bng 3.26. H s HOELTER ................................................................................. 125
Bng 3.28. H s RMSEA...................................................................................... 126
Bng 3.29. H s HOELTER ................................................................................. 126
Bng 3.30. H s hi qui ........................................................................................ 126
Bng 3.31. Phng sai c gii thch bng bin tim n (Communalities)......... 128
Bng 3.33. Ma trn nhn t (Factor Matrix) .......................................................... 128
Bng 3.34. Thng k mc tin cy (Reliability Statistics) ...................................... 128
Bng 3.35. Phng sai c gii thch bng nhn t n (Communalities)............ 129
Bng 3.38. Thng k mc tin cy (Reliability Statistics) ...................................... 130
Bng 3.39. Ma trn Nhn t (Pattern Matrix(a)).................................................... 130
Bng 3.40. H s RMR, GFI .................................................................................. 132
Bng 3.41. Cc h s so snh c bn (Baseline Comparisons )............................. 132
Bng 3.42. H s RMSEA...................................................................................... 132
Bng 3.43. H s HOELTER ................................................................................. 132
Bng 3.45. Thng tin v cc nhn t v tp hp o ............................................... 134
Bng 3.46. Phng sai gii thch bng nhn t n (Communalities) ..................... 136
Bng 3.49. Thng k mc tin cy (Reliability Statistics) ................................. 137
Bng 3.50. Phng sai c gii thch bng nhana t n (Communalities) .......... 137
Bng 3.53. Phng sai c gii thch bi nhn t n (Communalities) .............. 139
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Bng 3.55. Ma trn nhn t (Factor Matrix............................................................ 139
Bng 3.59. Ma trn nhn t (Factor Matrix(a))...................................................... 141
Bng 3.63. Ma trn nhn t (Factor Matrix(a))...................................................... 142
Bng 3.66. Ma trn Nhn t (Pattern Matrix(a)).................................................... 144
Bng 3.67. Ma trn h s tng quan gia cc nhn t (Factor Correlation Matrix) 145
Bng 3.68. H s CMIN ......................................................................................... 147
Bng 3.70. H s RMSEA...................................................................................... 147
Bng 3.71. H s HOELTER ................................................................................. 148
Bng 3.72. H s CMIN ......................................................................................... 149
Bng 3.73. H s so snh c bn (Baseline Comparisons) .................................... 149
Bng 3.74. H s RMSEA...................................................................................... 149
Bng 3.75. H s HOELTER ................................................................................. 149
Bng 3.77. H s RMSEA...................................................................................... 150
Bng 3.79. H s CMIN ......................................................................................... 152
Bng 3.80. H s so snh c bn (Baseline Comparisons) .................................... 152
Bng 3.81. H s RMSEA...................................................................................... 152
Bng 3.82. H s hi qui (Regression Weights) .................................................... 152
Bng 3.83. ph hp ca m hnh...................................................................... 155
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Bng 3.85. H s RMSEA...................................................................................... 155
Bng 3.86. H s so snh ph hp nht gia cc m hnh (Parsimony-Adjusted
Measures (m hnh B-3.1)).................................................................... 155
Bng 3.87. H s so snh ph hp nht gia cc m hnh................................ 155
(Parsimony-Adjusted Measures (M hnh B-2.2))................................................. 155
Bng 3.88. im bnh qun ca tng nhm (Group Statistics) ............................. 156
Bng 3.90. H s hi qui (Regression Weights) .................................................... 159
Bng 3.21. Covariances: (Group number 1 - Default model) ................................ 186
Bng 3.27. Covariances: (Group number 1 - Default model) ................................ 188
Bng 3.89. Independent Samples Test ................................................................... 195
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LI NI U
Xu th ton cu ho ang t cc doanh nghip Vit Nam ng trc tnh

trng phi cnh tranh khng nhng vi cc doanh nghip ni a m cn phi cnh
tranh vi cc cng ty nc ngoi. c th chin thng trong cuc ua khc lit
ny, cc doanh nghip khng cn cch la chn no khc ngoi vic c gng a
ra nhng dch v v dch v c cht lng ngy cng tt hn. Trong lc trn mt th
trng c nhiu cng ty cng cung cp mt loi dch v hoc sn phm, cc cng ty
phi tm cho dch v ca mnh mt s khc bit so vi cc dch v cng loi. Vic
cc cng ty c gng dch v ca mnh c cht lng ngy cng cao hn chnh l
mt cch to ra s khc bit .
Dch v ang chim t trng ngy cng tng trong tng thu nhp quc dn
ca nhiu nc trn th gii, trong c Vit Nam. Hng hng khng quc gia Vit
Nam (VNA) l mt trong cc cng ty cung cp dch v v cng quan trong trong
nn kinh t Vit Nam. Hng ang chim mt v tr ch yu trong vic cung cp dch
v vn ti hng khng ni a v ang ro rit m rng hot ng ca mnh ra cc
ng bay quc t. Do vy cnh tranh quc t ang l mt thch thc i vi VNA.
c th chin thng trong cuc cnh tranh ny VNA khng cn cch no khc
hn l khng ngng nng cao cht lng dch v. Nh vy, qun l cht lng dch
v t tm ra cc yu t ca cht lng dch v c th c ci thin tt hn l
mt vn sng cn chin thng trong cuc cnh tranh ton cu. Tuy nhin, vic
nng cao cht lng dch v l mt vic lm v cng kh khn v tn km, v
thc hin c cng vic ny i hi phi c s hiu bit su sc v cc yu t cu
thnh dch v v bin php nng cao cht lng ca tng yu t . Do vy, mc
tiu ca lun n ny l nghin cu v cht lng dch v hng khng mt t v trn
khng v cc yu t nh hng n cm nhn ca hnh khch v cht lng dch
v, t xut cc gii php nng cao s cm nhn ca hnh khch v cht
lng dch v ca tng yu t cng nh cht lng tng th chung. Cc vn chi
tit trong lun n ny nh sau:
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1. Mc ch nghin cu c th
1. Lm r bn cht/c s l lun ca cht lng dch v hng khng v qun tr cht
lng dch v hng khng
2. H thng ha mt s phng php thng k thng c s dng trong nghin
cu cht lng dch v cm nhn v s hi lng ca khch hng
3. Vn dng cc phng php thng k nghin cu cc nhn t nh hng s
cm nhn ca hnh khch v cht lng dch v tng th mt t v trn khng ca
VNA t a ra cc xut v cc gii php lm tng im cm nhn ca hnh
khch v cht lng dch v cho VNA.
4. a ra mt s kt lun v kh nng vn dng cc phng php thng k hin i
v cc m hnh c vn dng ph bin trn th gii nghin cu v cht
lng dch v ti Vit nam .
2. i tng nghin cu
i tng nghin cu l cc hnh khch Vit Nam v quc t s dng dch
v ca VNA trn cc chuyn bay quc t n v i t sn bay Ni Bi, Tn Sn
Nht v Nng trong nm 2006.
3. Phm vi nghin cu
Trong khun kh ca lun n ny tc gi ch tp trung vo nghin cu cc nhn
t nh hng n cht lng dch v cm nhn ca hnh khch trn cc chuyn bay
quc t ca VNA trong nm 2006. Do s cm nhn ca hnh khch b nh hng
bi nhiu yu t khng gian v thi gian nh cm xc, iu kin pht trin kinh t
x hi, do vy cc kt lun rt ra t lun n c th ch ng trong giai on nghin
cu. Vic cc kt lun cn ng cho cc nm tip theo hay khng cn c tip
tc nghin cu.
Dch v hnh khch hng khng rt phc tp, gm rt nhiu bc v qui trnh.
Do thi gian hn ch trong lun n ny tc gi ch nghin cu cc nhn t nh
hng cht lng dch v mt t v trn khng.
Do thi gian hn ch nn tc gi cng khng nghin cu cc nhn t nh hng
n cht lng dch v cm nhn ca hnh khch theo quc tch, theo tng ng
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bay. Kt lun rt ra trong lun n c a ra da trn kt qu nh gi ca hnh

khch trn tt c cc ng bay c iu tra v tt c cc quc tch.
4. Phng php thu thp s liu
Trong lun n tc gi s dng ton b cc d liu th cp, cc m hnh, cc
nghin cu c tin hnh ti cc nc trn th gii. Ngun d liu s dng
phn tch ti Vit Nam l d liu th cp thu thp trn hn 5000 hnh khch quc t
v Vit nam ca VNA trong nm 2006.
5. Phng php nghin cu
Tc gi s dng phng php nghin cu nh lng trong lun n. Da trn
h thng cc l lun v qun tr cht lng dch v, cc m hnh v cht lng dch
v v cc phng php thng k thng s dng trong nghin cu cht lng dch
v ti cc nc trn th gii, tc gi tng hp v a ra cc m hnh v cc nhn
t nh hng n cht lng dch v mt t v trn khng ca VNA. Tc gi da
trn cc s liu th cp v cht lng dch v cm nhn ca VNA, thng qua cc
phng php thng k chng minh tnh kh dng ca cc m hnh ny trong vic
qun tr cht lng dch v ca VNA. VNA c th da trn cc m hnh ny tip
tc nghin cu cc nhn t nh hng n cht lng dch v cm nhn ca VNA
trong cc nm tip theo.
6. ng gp ca lun n
Thng qua nghin cu ca mnh tc gi c mt s ng gp cho kho tng l
lun v thc tin qun tr kinh doanh. C th nh sau:
1. Tc gi h thng ha li l lun v cht lng dch v hng khng;
cc vn v qun tr cht lng ni chung v ng dng trong c th
trong qun tr cht lng dch v hng khng.
2. Tc gi h thng ha mt s phng php thng k hin i nht
ang c p dng rng ri trn th gii nhung cha c bit n
nhiu ti Vit Nam trong vic nghin cu khi nim tru tng nh cht
lung cm nhn v s hi lng ca khch hng.
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3. Tc gi ng dng cc phng php ny nghin cu cc m hnh

v cc nhn t nh hng n cht lng dch v cm nhn trn mt t
v trn khng ca VNA, chng minh tnh hp l v tnh hiu lc ca m
hnh. Trn c s cc m hnh ny, tc gi a ra cc kin ngh gip
VNA nng cao cht lng dch v cm nhn.
4. Tc gi chng minh c rng cc phng php thng k c p
dng rng ri ti cc nc pht trin c th c p dng vo thc tin
ti mi trng kinh doanh ca Vit nam.
7. Kt cu ca lun n
Kt cu ca lun n gm 5 phn nh sau:
Phn m u
Chng 1: L lun chung v cht lng dch v hng khng v qun tr cht
lng dch v hng khng
Chng 2: Mt s phng php thng k nghin cu cht lng cm nhn v
s hi lng khch hng
Chng 3: Vn dng cc phng php php thng k nghin cu cc nhn t
nh hng cht lng dch v mt t v trn khng ca VNA
Phn kin ngh v kt lun chung
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Chng 1:
L LUN CHUNG V CHT LNG DCH V HNG KHNG
V QUN TR CHT LNG DCH V HNG KHNG
1.1. CHT LNG DCH V HNG KHNG

Phn ny tc gi s tp trung vo vic phn tch cht lng dch v hng
khng theo tng mt xch trong chui gi tr m mt hng hng khng s em n
cho khch hng trong qu trnh cung cp dch v hng khng. Tuy nhin, c mt
cch nhn h thng, phn ny s bao gm cc vn i) khi nim chung v cht
lng dch v v ii) cht lng dch v hng khng.
1.1.1. Khi nim v cht lng dch v
1.1.1.1. Khi nim v dch v
Cho n nay cha c mt nh ngha v dch v c chp nhn trn phm
vi ton cu. Tnh v hnh v kh nm bt ca dch v, s a dng, phc tp ca cc
loi hnh dch v lm cho vic nh ngha dch v tr nn kh khn. Hn na, cc
quc gia khc nhau c cch hiu v dch v khng ging nhau, ph thuc vo trnh
pht trin kinh t ca mi quc gia. Tuy nhin, cc hc gi v cc nh thc hnh
dng nh kh thng nht vi nhau v mt s im khi c gng phn bit gia hng
ha thng thng v dch v. Qu trnh sn xut hng ha to ra nhng sn phm
hu hnh c tnh cht c, l, ho hc,... nht nh, c tiu chun v k thut c th
v do c th sn xut theo tiu chun ha. Khc vi hng ha, sn phm dch v
khng tn ti di dng vt cht bng nhng vt phm c th, khng nhn thy
c v do khng th xc nh cht lng dch v trc tip bng nhng ch tiu
k thut c lng ha.
C bn vn thng c a ra phn bit r rng gia dch v v loi
hng ha ni chung. Bn c tnh ny l tnh v hnh, tnh khng th chia ct, tnh
thiu n nh v tnh khng th d tr.
Tnh v hnh c th hin ch tt c cc dch v hu ht u khng th s
m hoc s dng th trc khi mua. Khch hng khng th kim tra qua hng mu
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trng by hoc qua bao gi nh cc loi hng ha thng thng khc. Khch hng
thng cm thy ri ro hn khi mua dch v so vi mua hng ha. iu ny cn tr
vic trao i dch v. Khng th bo v dch v bng bn quyn, do vy khng th ngn
cn cc i th cnh tranh a ra cc gi dch v tng t nh dch v nguyn bn.
Dch v khng th chia tch c. Dch v c sn xut v tiu dng cng
mt lc. Do vy, n tng ca ln th nghim dch v ln u tin ca mt khch
hng s li n tng v cng quan trng v cht lng ca dch v, v vi t
cch l ngi cung cp dch v, cng ty/t chc s khng c mt c hi ln th hai.
y l mt c tnh hon ton khc bit ca dch v so vi cc loi hng ha thng
thng khc.
Dch v mang c tnh thiu n nh. Mt c im ca dch v l c s
tham gia rt ln ca con ngi vo qu trnh cung cp dch v, chnh iu ny
to ra tnh khng n nh cho cht lng dch v. Tnh thiu n nh cng c th
gy ra do h thng my mc thit b tham gia vo qu trnh cung ng dch v. V
d, trong dch v hng khng s t lit ca h thng t ch c th gy ra nhng
hu qu rt ln trong vn iu hnh bay, t ch. Dch v hng khng cn b nh
hng ca cc yu t t nhin nh thi tit. S c sng m c th dn n hng
lot chuyn bay b hy b v hng phi gii quyt n b thit hi cho hnh khch
bng nhng khon tin khng nh.
Tnh khng th d tr c ca dch v th hin vic h tng c s ca
dch v c s dng chung v c thit k c th cung cp mt cng sut nht
nh ti bt c thi im no. Thi lng dch v khng bn c cng c ngha l
tht thu vnh vin. Mt v d c th cho tnh khng d tr c ca dch v l s
gh trng trn mt chuyn bay. S lng gh trng chnh l s tin m hng hng
khng tht thu do khng bn c dch v. S gh trng ny khng th d tr
chuyn sang chuyn bay khc.
C hai yu t cu thnh nn mt dch v l my mc thit b v con ngi.
Cch phn loi ny hon ton tng t nh cch phn chia cc yu t ca qu trnh
sn xut. Tuy nhin trong dch v vai tr ca con ngi l ti quan trng nu t
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trong bi cnh ca nn kinh t th trng. Tt c cc doanh nghip u phi ly

khch hng lm trng tm v coi s hi lng ca khch hng l v cng quan trng.
C mt s dch v vai tr ca my mc rt ln, v c mt s dch v s tham gia
ca my mc thit b l khng nhiu. Tuy nhin, dch v no cng c s giao tip
ca con ngi (nhn vin) vi khch hng.
i vi doanh nghip cung ng dch v, thi im u tin khch hng giao
dch trc tip vi doanh nghip dch v l rt quan trng. Trong cung cp dch v,
thi im giao dch c vai tr cc k quan trng, l thi im khch hng bt u
xc nhn cht lng dch v. C nhiu nh ngha v giao dch trc tip i vi
khch hng. Stostack, Glynn (1984) [30] a ra nh ngha v dch v giao dch trc
tip l khong thi gian m khch hng trc tip giao dch vi doanh nghip dch
v. nh ngha ny mang tnh khi qut hn so vi cc nh ngha ca Surprenant,
(1982) [9] v trong ch cp n s giao dch trc tip gia khch hng v
nhn vin ca doanh nghip dch v. Mc d Chandon, Leo, v Philippe (1997) [8]
cng a ra nh ngha tng t vi nh ngha ca Stostack, Glynn (1984) [30]
song ch gii hn vic giao dch trc din (face-to-face). Bitner, Booms v
Tetreault (1990) [2] nhn nh rng, ch c nh ngha ca Stostack, Glynn (1984)
[30] l khng b hn ch bi giao dch trc din gia khch hng v nhn vin dch
v, do c th p dng khi nim ny vi c trng hp s dng cng ngh cao
trong giao dch trc tip.
S hi lng ca khch hng i vi dch v giao dch c hiu l s tho
mn ca khch hng trong khong thi gian giao dch trc tip vi doanh nghip
dch v v c th c hiu l giao dch vi s c mt hoc khng c mt ca nhn
vin doanh nghip dch v.
Dch v giao dch vi s c mt ca khch hng v nhn vin ca doanh
nghip dch v gi l dch v giao dch trc din, cn dch v giao dch khng bao
gm s c mt ca khch hng v nhn vin dch v gi l dch v giao dch cng
ngh cao. Nghin cu v s hi lng ca khch hng i vi hai loi dch v giao
dch k trn s gip cc t chc dch v tm c chin lc phc v khch hng
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hiu qu nht, ng thi gip doanh nghip thu ht, duy tr v pht trin lng
khch hng trung thnh, t nng cao kh nng cnh tranh ca doanh nghip.
1.1.1.2. Khi nim v cht lng dch v
Cht lng dch v l mt khi nim nhn c nhiu s quan tm cng
nh tranh lun trong gii nghin cu. Vic nh ngha v o lng cht lng dch
v l mt vic tng i kh v cha c s thng nht no v c hai vn ny
(Wisniewski, 2005) [34]. C rt nhiu nh ngha khc nhau v cht lng dch
v. Mt nh ngha thng c s dng a ra khi nim: cht lng dch v l
phm vi m mt dch v p ng c nhu cu v k vng ca khch hng
(Asubonteng et al., 1996) [1]. Cht lng dch v do c th c nh ngha l
s khc bit gia k vng v cm nhn ca khch hng v dch v. Nu nh k
vng ln hn hiu qu ca dch v th khch hng s khng tho mn v cht lng,
v do h s khng hi lng v dch v Lewis, Robert C. and Bernard H. Booms
(1983) [21].
Cc nh ngha v cht lng dch v cho thy mt s lin kt cht ch
gia nh ngha v cht lng dch v v cht lng dch v cm nhn. Theo
Parasuraman et al (1985) [26], cht lng dch v l s cm nhn ca khch hng
v cc gi tr m dch v em li cho khch hng. Mt nh ngha khc cho rng
cht lng dch v l thi biu hin s nh gi tng th Bitner, Booms v
Tetreault (1990) [2]. Nh vy, cht lng dch v ng t quan im khch hng l
mt khi nim mang tnh cm tnh, v thng gn vi s cm nhn v s hi
lng ca khch hng.
C kh nhiu nh ngha v s hi lng ca khch hng, tuy nhin, dng
nh cc tc gi u ng vi cc kin ca nhau. S hi lng hay khng hi lng
ca khch hng l trng thi tnh cm thch th hay tht vng thng qua vic so snh
cht lng dch v /dch v vi mong i ca khch hng. (Philip, Kotler, 2001)
[27]. Theo , s hi lng ca khch hng l mt hm s ca cht lng dch v
/dch v theo cm nhn ca khch hng v s mong i ca chnh khch hng. Nu
mong i ca khch hng ln hn cht lng dch v, khch hng s tht vng. Nu
16
nh cht lng sn phm tt hn s mong i, khch hng s hi lng v doanh

nghip s t c s tho mn ca khch hng.
Cc doanh nghip lun t mc tiu t c s hi lng ngy cng cao ca
khch hng bi v iu ny s khin doanh nghip iu khin c tm l khch
hng. Ni mt cch khc, khin khch hng lp li hnh vi mua hng. S hi lng
ngy cng cao ca khch hng s to ra trng thi tnh cm gn lin vi thng hiu
dch v, ch khng ch to ra s l tr trong quyt nh mua hng ca khch hng.
Kt qu l to ra s chung thu cao ca khch hng (Philip, Kotler, 2001) [27].
Tt c cc nghin cu c xem xt u nht tr vi nhau l s trung thnh
vi dch v em li nhng li ch cho cng ty. Tuy nhin, vn tn ti s khc
bit nh trong mt s quan nim ca cc nh nghin cu v doanh nghip v s hi
lng ca khch hng v cht lng dch v. Cc doanh nghip cho rng hai thut
ng ny c th hon v cho nhau. i vi cc nh nghin cu, cc yu t cu thnh
s hi lng ca khch hng tn ti v pht trin tng i c lp so vi cht lng
dch v. Cc khi nim cht lng dch v, s chung thu vi cht lng v s hi
lng ca khch hng c lin quan ti nhau, trong , cht lng dch v l nguyn
nhn v s hi lng ca khch hng l kt qu ca s trung thnh ca khch hng
vi cht lng dch v (Anynomous, 2002).
T quan im ca khch hng, cht lng dch v l mt khi nim tng hp
gm hai chiu: cht lng dch v cui cng v cht lng quy trnh sn xut hoc
theo cch ni khc : cht lng k thut v cht lng chc nng hay quy trnh sn
xut. Cht lng k thut c nh gi da theo kin ca khch hng, c th l
mt ba n nh hng, mt chuyn bay hay mt dch v t vn ca mt cng ty t
vn no . Cht lng chc nng hm qu trnh thc hin dch v c din ra
nh th no. iu ny bao gm c vic tip cn n nh cung cp dch v c d
dng khng; cc nhn vin thc hin dch v nh th no (Anonymous, 2002).
Cch phn loi cht lng dch v ny c nhiu tc gi ng tnh. Cht lng k
thut bao gm cc kha cnh hu hnh ca dch v, mc du thng b coi l khng
quan trng v thng khng c ch ng mc. Cht lng chc nng cn c
17
gi l cht lng con ngi, v thng c coi l yu t quan trng nht trong
qun l cht lng dch v (Ganesh, Arnold v Reynolds, 2000) [15].
Phn tch su hn v s hi lng ca khch hng cho thy, bn yu t cu
thnh s hi lng ca khch hng (Mohr, Kathrin, 1992) [24] l: i) s mong i, ii)
s thc hin, iii) s xc nhn/khng xc nhn v iv) s tha mn. S xc nhn hoc
khng xc nhn xut pht t khong cch gia s mong i ca khch hng trc
khi mua dch v v s thc hin dch v, v tip theo l s hi lng/khng hi
lng ca khch hng. Tuy nhin, c mt kin tri ngc trong quan h gia cht
lng dch v v s hi lng ca khch hng. im mu cht ca cuc tranh lun l
cht lng dch v cm nhn (perceived service quality) l kt qu t s so snh ca
khch hng gia cht lng k vng v cht lng dch v thc hin. Nh vy,
c kh nhiu im tng ng gia khi nim v s hi lng ca khch hng v
cht lng dch v. S khc bit gia hai khi nim ny ch s hi lng l cm
gic sau khi tri nghim hnh vi mua hng, cn cht lng th khng (Bolton and
Drew, 1991) [4]. Tuy nhin, hin ti vn khng c bin gii r rt trong nh ngha
v s hi lng ca khch hng v cht lng dch v. Hu ht cc kin u
nghing v gi thit l cht lng dch v din ra trc v dn n s hi lng ca
khch hng. Cht lng dch v ch l mt trong nhng yu t gp phn vo s hi
lng ca h khch hng (Cronin and Taylor, 1992 ) [11]
Mt cch nghin cu khc v s hi lng ca khch hng ch ra mt cch
nhn nhn na v cc yu t em li s hi lng ca khch hng. Nh trnh by
trn, s hi lng ca khch hng v cht lng dch v c bt u t thi im
giao dch hay cn gi l dch v giao dch. Do s pht trin v s dng cng
ngh cao trong ngnh dch v, vic giao dch dch v trc din ngy nay vt
ra ngoi s giao tip gia ngi v ngi khi yu t my mc c a vo
nhiu trong cc giao dch trc tip vi khch hng, v d nh trong ngnh dch v
vin thng hoc dch v ngn hng. hiu thu o tm l khch hng, cc cng
trnh nghin cu lin quan ti lnh vc ny hu ht u s dng phng php
critical incident technique (CIT), tc l yu cu ngi c iu tra tr li mt cch
18
chi tit kinh nghim h tri qua trong vic giao dch trc tip vi nhn vin dch
v. Kt qu iu tra thc t gip cc nh nghin cu tm ra 3 nguyn nhn dn
n s hi lng ca khch hng: (1) s khc phc ca nhn vin phc v i vi cc
sai st trong dch v, (2) s p ng ca nhn vin phc v i vi cc yu cu v
nhu cu ca khch hng, (3) thi ca nhn vin dch v. Cc nguyn nhn k trn
c th hin r nt nht trong cc dch v khch sn, nh hng v hng khng.
S khc phc ca nhn vin phc v khi c sai st trong h thng phn phi
dch v. Khi c sai st xy ra trong qu trnh dch v, chng hn phc v chm tr,
dch v thiu tnh hp l hoc nhng sai st c bn khc, nu nhn vin phc v
nhn thc c v kp thi gii thch, xin li hoc bi thng s khin khch hng
cm thy hi lng v b qua nhng sai st . Nhng s kin gi l s phc hi
dch v.
Colgate (2001) [10] cho rng, s phc hi dch v l l do duy nht gip
khch hng tip tc duy tr vi dch v ngn hng h tng giao dch sau khi c
sai st xy ra. Khch hng cm thy hi lng vi s sa sai ca t chc dch v v
c thin ch trong vic thng tin v kinh nghim h tri qua. Nhiu nghin cu
thc nghim khc cho thy, s p ng tch cc ca nhn vin dch v sau sai st l
nhn t quyt nh s hi lng ca khch hng v gip cc t chc dch v duy
tr c lng khch hng giao dch. Cc nghin cu cng ch r rng, nhiu
khch hng ri b cc t chc dch v khng bit hoc c tnh khng chu sa
i nhng sai st trong dch v m khch hng phi gnh chu.
S p ng ca nhn vin dch v i vi nhu cu v yu cu ca khch
hng. Kh nng v s nhit tnh ca nhn vin dch v trong vic p ng cc yu
cu v nhu cu c bit ca khch hng nh hng rt ln n s hi lng ca
khch hng. Cc nhu cu c bit trong dch v c th k n l khch hng cn
giao tip bng ngn ng c bit, cn loi gh c bit cho tr em, thc n c bit
cho nhng ngi n king v.v... Khch hng s hon ton hi lng nu doang
nghip dch v sn sng cung cp v p ng nhng nhu cu .
19
Nhn vin phc v lm vui lng khch hng mt cch t pht. Khch hng
v cng hi lng v cm kch trong giao dch khi nhn vin dch v t ra quan tm
c bit m khng i hi hay yu cu g t pha khch hng. Mt v d in hnh
cho tnh hung ny l s t vn thng tin chnh xc v hiu qu cho khch hng giao
dch chng khon. Nhn vin c ng x p trong vn ho giao tip nh tn trng ph
n v u i tr em, cng l cch thc mang li s hi lng cho khch hng.
Tuy nhin, khng phi bt c lc no v ni no, nhn vin dch v cng lm
cho khch hng hi lng. Nhng nguyn nhn gy kh chu v bt bnh i vi
khch hng qua nghin cu thc nghim c tng kt nh sau:
Khng khc phc nhng sai st ca h thng phn phi dch v. S l l,
dch v chm tr, dch v khng hp l lm khch hng tht vng hay khng hi
lng nhiu hn so vi tnh trng thiu cc sn phm dch v cung ng. V vy, khi
s sut trong h thng phn phi dch v xy ra v nhn vin khng kp thi khc
phc s khin khch hng kh chu v khng s dng dch v ca doanh nghip
trong tng lai na.
Khng p ng cc nhu cu v yu cu ca khch hng. Mt s yu cu qu
mc ca khch hng c th vi phm nhng qui nh hin hnh ca doanh nghip, do
vy, nhiu nhn vin giao dch khng c thin ch gip khch hng. Vi bt c
l do no, nhn vin phc v cn ng x sao cho khch hng tuy b t chi, nhng
vn vui v chp thun. T chi thng thng, hoc p ng mt cch khng hp l
nhu cu ca khch hng, l nguyn nhn chnh lm khch hng khng hi lng
trong giao tip vi nhn vin dch v.
Lm khch hng khng hi lng mt cch bt pht. Khch hng lun nhy
cm vi ng x ca nhn vin phc v khi h qut mng, gy n. S thiu lch s,
thiu t nh ca nhn vin phc v l nguyn nhn khin khch hng khng quay tr
li s dng dch v ca doanh nghip trong tng lai.
Nh vy, mc d cc nh nghin cu cn tn kh nhiu giy mc tranh
lun v mt nh ngha r rng v rnh mch v s hi lng ca khch hng
(customer satisfaction) v cht lng dch v (service quality), v cht lng dch
v cm nhn (perceived service quality), cc nh thc hnh li dng nh khng
20
bn tm nhiu n bin gii ny. Cc phng php qun l cht lng c cp

phn di y c p dng rng ri trong nhiu doanh nghip trn th gii
thng da trn c s qun l tt cc yu t cu thnh ca dch v, t s dn
n s hi lng ca khch hng. Nh vy v mt ngm nh, cc nh thc hnh
cng nghing v gi thuyt rng cht lng dch v l yu t xut hin trc v
ng gp vo s hi lng ca khch hng.
1.1.2. Cht lng dch v hng khng
Nh phn tch trn, a s kin u nghing v kt lun cho rng cht
lng dch v gn lin vi s hi lng ca khch hng v s hi lng ca khch
hng s l kt qu ca vic qun l tt cc yu t cu thnh nn dch v. Do vy,
qun l tt dch v hng khng, cn phi nghin cu k cc yu t cu thnh nn
dch v cng nh qu trnh cung ng dch v hng khng.
1.1.2.1. Cht lng dch v da trn chui gi tr trong dch v hng khng
Nh trnh by phn trn, cht lng dch v c nh gi thng qua s
hi lng ca khch hng. S hi lng ca khch hng li c o thng qua s so
snh gia cht lng k vng v cht lng thc hin. i vi dch v hng khng,
s hi lng ca khch hng c tng hp qua s hi lng i vi tng mt xch
trong chui gi tr mt hng hng khng cung cp cho khch hng. Dch v hng
khng c cu thnh bi 5 yu t: lch bay, ng bay, hnh nh ca hng hng
khng, h thng mua v t ch, cc dch v lin quan n chuyn bay, tin nghi
trn chuyn bay, v cc dch v sau khi bay.
Thit k cc Marketing Bn v qua Thc hin

Dch v sau
tuyn ng v xy dng h thng chuyn bay
khi bay
bay, lch bay hnh nh ca phn phi v cc dch
Hng v lin quan
trn chuyn
bay
Hnh 1.1: Chui gi tr trong dch v hng khng

21
1.1.2.1.1 S hi lng ca khch hng vi lch bay

Theo quan im ca khch hng, c trng v lch bay trong mt th trng
l mt s cc hot ng thng xuyn: thi gian khi hnh v thi gian n, i theo
cc l trnh nh v trong mt trng hp c bit no , d cc chuyn bay
trc tip hay lch trnh bay c bao gm mt hoc nhiu trm dng trn tuyn ng.
Ngc li, cc loi my bay khng c nh gi quan trng lm, mc d trn mt
vi tuyn ng ngn my bay phn lc c a chung hn l my bay dng tua
bin phn lc cnh qut. Cc on th trng khc nhau s c nhng yu cu v lch
bay khc nhau. Th trng kinh doanh tuyn ng ngn thng i hi t nht l
mt chuyn vo bui sng v mt chuyn bay mi bui ti vo cc ngy lm vic
trong tun hon thnh cng vic trong ngy. Cc chuyn bay vo ngy ngh cui
tun c l t quan trng so vi vic vn chuyn hnh khch c mc ch cng vic
m ch yu l dnh cho vic vn chuyn cc hnh khch mun i ngh cui tun
ngn ngy. Nhng yu cu thng xuyn thay i ph thuc vo cc loi th trng,
di ca chuyn bay v mc cnh tranh. V d, ngh mt dch v mt ln
trong ngy khi mt i th cnh tranh c 10 chuyn bay mt ngy khng chc s
khng to ra mt nh hng ln trn th trng.
Trong nhng nm u ca thp k 80, hng Hng khng Scandinavan (SAS)
c mt cuc thm d kin cc hnh khch ca mnh v nhng yu t ng vai tr
quan trng nht i vi h trong vic la chn mt chuyn bay khi h t ch. Hn
2/3 tng s hnh khch c hi tr li yu t tin quyt l gi khi hnh v gi
n. ng thi 2/3 trong s h khng nh rng nu chuyn bay trc tip khng
phi qua bt k mt trm dng no th cng l yu t quan trng. Mt iu th v
l, ch c 3% khch hng khng nh loi my bay l yu t quan trng trong quyt
nh ca h. p li s mong i ca khch hng, SAS u t thm c s h
tng mt cch c hiu qu: 4 my bay loi A300 Airbuses vo nm 1982 v tp
trung s dng cc loi my bay nh hn nh DC-9s, sau l MD 81s v MD 82s
vi s gh t hn mt na so vi my bay nhn hiu Airbuses.
Tt c cc cuc iu tra kin khc u cng c s quan trng v c trng
c lin quan n lch bay. Trong mt cuc thm d kin hn 25.000 khch hng
22
do Qu h tr Quc t ca Hip hi hnh khch s dng dch v hng khng vo

nm 1987, hnh khch c hi ch ra 3 c trng quan trng nht khi la chn
mt hng hng khng. Tnh ng gi, lch bay hp l v tn sut cc chuyn bay
c cp n thng xuyn nh mt vn ni tri vi cc l trnh ngn hn
vi thi gian bay t hn 2 ting, khong mt na s ngi c hi t vn
vo mt trong ba c trng quan trng nht. c trng da trn tnh thoi mi
dng nh t quan trng hn da trn tuyn ng. Tm li c th ni rng, c
trng da trn lch bay quan trng hn c trng da trn s thoi mi i vi cc
chuyn bay c tuyn ng ngn v trung bnh. Tuy nhin, i vi cc chuyn bay
di hn, c trng da trn tnh thoi mi, c bit l ch ngi thoi mi v cht
lng phc v trong chuyn bay tr nn quan trng v tn s t quan trng hn. Gi
v thp cng c cc khch hng nh gi l mt iu kh quan trng, phn nh
tnh cht kinh doanh m dch v vn chuyn cam kt.
1.1.2.1.2 S la chn ca khch hng lin quan n vic marketing v xy
dng hnh nh
S hi lng ca khch hng c lin quan cht ch n hnh nh m mt hng
hng khng mong mun to dng, i vi khch hng ca mnh v vi cng chng
trn din rng. Mong mun ny c thc hin theo nhiu cch khc nhau: qua
qung co v xc tin n thun, qua biu tng ca hng, qua mu sc c trng
v qua cch thit k ni tht, thit k cc im bn v rt ring ca tng hng, v
qua cht lng phc v ca chnh phi hnh on trong mi chuyn bay cng nh
ca i ng nhn vin mt t. Thnh cng t vn ng qung co C gi
Singapore ca hng SIA sut nhng nm 1980 to nn mt hnh nh i ng
nhn vin khng ch ti tn, thn thin, n cn m cn l hnh nh mt hng hng
khng lun quan tm chm sc khch hng ca mnh. Hnh nh ny l yu t quan
trng SIA thng xuyn duy tr trng ti khch mc cao trong sut giai on
. Mt yu t quan trng trong vic xy dng hnh nh l phi m bo thc hin
nhng g mnh ha trc mi chuyn bay v p ng lng mong i ca khch
hng khi chuyn bay ct cnh. l l do ti sao k hoch marketing v k hoch
23
dch v li phi lun bao qut c, thu tm c tt c iu , ci g sn xut

c v sn xut nh th no cng nh bn chng nh th no.
Khi vic cnh tranh trn cc th trng ngy cng khc lit hn th s lng
cc hng hng khng tung ra thng hiu l c to s phn bit gia dch v
ca mnh v ca hng khc m cng c bn cng mt mc v. Trn cc chuyn
bay quc t, bc u tin trong qu trnh ny xut hin vo gia nhng nm 1980,
khi cc hng hng khng bt u a ra cc tn gi ni bt cho loi v hng sang,
mc d vy dch v c a ra v mt khng gian v tnh tin nghi th cng gn
nh nhau. mt s th trng, mt s hng c kh nng tr bo him trong v cho
c khch hng sang v mc tiu to s khc bit. Khi quy nh quc t v v v sc
cha tng ln cao hn th vic s dng thng hiu s cng tr thnh mt cng c
cnh tranh quan trng to nn mt hnh nh hng hng khng trn th trng mt
cch hiu qu.
1.1.2.1.3 S hi lng ca khch hng v s thun tin v vai tr ca h thng
phn phi, t v qua my tnh (CRS)
L mt c trng ca dch v, s thun tin c quan tm mc d
dng cho khch hng truy cp cc dch v v v v t ch hng khng cng nh
cht lng ca cc loi hnh dch v ny. Mt quyt nh then cht trong bt k
khu marketing no ca ngnh hng khng l quyt nh v phng thc phn
phi, bn dch v. Ni mt cch c th ngha l phng thc s dng h thng ca
hng v cc im bn l bn cnh cc i l l hnh c lp. V cc hng hng
khng phi tr hoa hng theo doanh thu cho cc i l nn h c hng mt
quyn li bo m chc chn trong vic c gng bn v thng qua cc i l ca
hng hoc bn trc tip qua in thoi min l chi ph ca cc i l ny thp hn
mc hoa hng m hng phi tr cho cc i l l hnh. Mt khc, li ch chnh m
cc hng hng khng c c t cc i l l s lng cc i l rt nhiu nn
h c kh nng cung cp cho cc hng hng khng mt mng li phn phi rng
ln mc chi ph thp hn so vi chi ph ca hng.
Mt phn trong k hoch dch v ca hng hng khng l a ra quyt nh
v s lng, a im ta lc v tnh cht ca cc i l kinh doanh dch v ca
24
hng cng nh cc phng thc phn phi t nhn vin kinh doanh l hnh n t
ch qua in thoi hoc t v t ng. Tt c cc hot ng nh a ra mt yu
cu no vi hng hng khng hoc t ch v mua v my bay thng thng u
lin quan n lin h c nhn gia hnh khch hoc ngi i din ca h v hng
hng khng. Hot ng giao tip gia hng hng khng v khch hng c th lin
quan n nhiu mi lin h vi khch hng ch trong mt hnh trnh bay. Tnh thun
tin v cht lng ca hot ng giao tip ny l mt c trng quan trng ca dch
v c th nh hng trc tip n cm nhn ca khch hng v mt hng hng
khng. Cch bi tr v khng gian ca vn phng giao dch, tc gii quyt cng
vic m khch hng c th nhn thy, cc ng in thoi lun sn sng cho h
thng t v qua in thoi, cc nhn vin trc in thoi hoc lm vic ti quy
gip ch cho khch hng l mt s c trng da trn c s mang li thun tin cho
khch hng, cn c lp k hoch cn thn ng thi cng l ch cc mc tiu
dch v hng ti. C mt tha hip gim chi ph i vi cc c trng khc ca
dch v. Khi mc dch v c ci thin th chi ph cng s tng ln. Mt hng
hng khng phi tm c phng n cn bng hp l c th p ng cc yu
cu cng nh cc mong i ca th trng. Th d, hng Hng khng Anh quc c
1000 nhn vin kinh doanh i l qua in thoi ch tnh ring Anh trong 300
ngi chuyn lm vic vi i tng l cc i l l hnh trong khi s cn li gii
quyt cc cuc gi ca cng chng v cc i l khc.
Phn ln doanh thu bn v my bay thu c thng qua cc i l l hnh.
Hng Hng khng Anh quc c th coi l mt tm gng in hnh v tm quan
trng ca cc i l. Nm 1990, ch ring ti th trng ni a Anh quc, bn thn
hng c trn 40 i l l hnh v i l kinh doanh nhng vn ph thuc vo
8.700 i l l hnh khc c chng nhn bi Hip hi Chuyn ch Hng khng
quc t (IATA) ng thi l thnh vin ca Hip hi cc i l l hnh Anh quc.
Cc i l l hnh ny to ra khong 70% doanh thu tnh trn tng thu nhp ca
hng trong khi 25% n t cc i l kinh doanh ca hng v 5% cn li n t
doanh thu to ra bi cc hng hng khng khc. Xt trn phm vi ton cu th gn
80% doanh thu ca hng Hng khng Anh quc do cc i l l hnh hoc cc cng
25
ty t chc cc tour ln to ra.Theo B Giao thng vn ti ca Hoa K th 80%

doanh khng c to ra thng qua cc i l l hnh. thu t v ca tt c cc hng hng.
1.1.2.1.4 S hi lng da trn cc dch v lin quan n chuyn bay
Cc c im lin quan n lch bay ca dch v hng khng c v quan
trng hn cc c im lin da trn s tin nghi hu ht cc th trng, tuy nhin
li khng th iu chnh nhanh chng c. Trong nhiu trng hp, cc c im
lin quan n lch bay cn khng th thay i cht no bi mt trong hai l do hoc
l hng hng khng c mng li cc tuyn bay v lch bay p ng c nhu
cu th trng; hoc l do cc tr ngi t bn ngoi nh cc hip nh dch v hng
khng song phng hoc do khng ng bng nhanh (runaway slots). Tuy
nhin, do s cnh tranh trn th trng ngy cng gay gt nn nhu cu ci tin dch
v li cng cao. Trong hu ht cc trng hp, lch bay ch c th iu chnh trong
trung hn, v nu c cht iu chnh no th pht trin dch v hng khng cng
thng tp trung vo vic hon thin cc c im da trn s tin nghi, mt vic
thc hin rt v rt nhanh. C 3 lnh vc ca dch v hng khng c ngha quan
trng trong vic xc nh cm nhn ca hnh khch v s tin nghi. Lnh vc th
nht l cch bi tr bn trong v hnh dng ca my bay. Hnh dng v cch bi tr
bn trong nh hng n rng v dc ca mi gh ngi v do , quyt nh
n khong khng gian gia mi hnh khch. Khong khng gian ny l nhn t
chnh to ra s tin nghi thoi mi. Mt xp gh v chi ph n v c mi quan
h nghch vi nhau: cng nhiu gh c xp trn my bay th chi ph hot ng
tnh trn mi chic gh cng gim. V vy, quyt nh s gh xp trn my bay cng
c lin quan nhiu chi ph. Ngoi ra cn c mt s nhn t khc ca cch bi tr bn
trong m mi hng hng khng nn v chng c tc ng mnh ti cht lng
c bn ca dch v ca hng. l s lng cc loi cabin v dch v ring bit, s
lng cc khoang v sinh, cc loi gh c lp t, thit k ni tht v mu sc
bn trong my bay, v.v..
Lnh vc quan trng th hai m hng no cng phi a ra cc quyt nh l
cc tiu chun v thc phm v dch v trn cc chuyn bay. Lnh vc ny bao gm
cc vn v cht lng v tnh cht thc phm v ung phc v trn my bay,
26
s tip vin trn mi chuyn bay, cc loi bo v tp ch c trn chuyn bay, cc

phim gii tr chiu trong chuyn bay, qu tng cho hnh khch i khoang hng nht
v hng thng nhn cng nh qu tng cho tr em vv... Vic ln k hoch cho cc
ba n ca cc chuyn bay v m bo t cc tiu chun thc phm c ra
i hi nhiu cng sc. Ln na ta li thy mi quan h gia chi ph vi cc tiu
chun v thc phm v dch v trn cc chuyn bay. Kt qu l thnh phn ca cc
ba n c d tnh n c trng lng chnh xc ca mt khoanh b hay mt gi
nc st tht. Trong khi cc hng hng khng li qu nhn mnh vo cht lng
n v ung trong cc qung co ca mnh th s snh n li khng phi l yu t
c nhiu tc ng ti quyt nh ca hnh khch trong vic la chn hng hng
khng cho chuyn du lch ca mnh. Tuy nhin, cc tiu chun thc phm cng vi
cht lng v s n cn ca phi hnh on li c kh nng to ra mt hnh nh nht
nh, quan trng trong cng tc marketing cho mt hng hng khng c th.
Lnh vc cui cng, cc hnh thc dch v i vi hnh khch trn mt t
cng l yu t ch cht to thnh dch v hng khng. Hng hng khng cn cn
nhc gia vic s dng i ng nhn vin ring ca hng hay thu hng hng khng
khc hoc i l ng gi m nhn khu ng k ln my bay v ng gi. Hng
hng khng cn cn tnh ton xem thi gian ch i lm th tc ln my bay trung
bnh mt hnh khch c th chp nhn l bao lu, bi iu ny s quyt nh n s
bn lm th tc cho mi chuyn bay. Nhiu bn ng k ng ngha vi vic gia
tng chi ph. V vy, hng hng khng cn xc nh bn cht cc trang thit b c
bit trn mt t phc v hnh khch hng nht v hng thng nhn nh phng
ch t bit, dch v vn phng, nhn vin xe, hoc cung cp dch v a n
hnh khch t nh hoc vn phng ti sn bay bng xe limousine.
iu cn bn trong cc lnh vc ca dch v hng khng da trn s tin
nghi l s khc bit gia cc dch v cung cp cho cc hng dch v khc nhau ca
cng mt hng hng khng phi th hin r cho hnh khch thy. iu ny c ngha
l nhng ngi lp k hoch dch v hng khng phi ch r cc c im khc bit
ca dch v da trn s tin nghi thoi mi cho cc phn on th trng khc nhau
27
m h ang hng ti. Cc c im dch v khng ch khc nhau loi cabin hay
loi v m cng mt loi cabin cng cn c cc c im dch v khc nhau vi cc
tuyn ng hay cc khu vc a l khc nhau. V vy, cc dch v phc v hng
thng nhn ti chu u s c khng c c im ging ht nh cc dch v phc
v hng thng nhn t chu u sang chu .
V d c iu chnh v qung co hn c im cc dch v da trn lch
bay, cc c im dch v da trn s tin nghi ang ngy cng c xem xt v
gim st. Cc hng hng khng lun ng trc nhu cu phi thng xuyn a ra
cc hnh ng i ph vi nhng thay i v dch v ca cc i th cnh tranh v
thm ch l nhu cu tr thnh hng hng khng u tin a ra cc thay i ci tin
mi. Do cc quy nh quc t c ni lng, cc hng hng khng c th a ra
cc dch v ci tin tt hn nn ai cng thy s pht trin nhanh chng ca dch v
hng khng. Minh chng cho s pht trin ny l vic tch hng thng nhn thnh
hng th ba ring bit trn cc chng bay ng di. Vo u thp nin 1980, hng
thng nhn mi ch l mt khu ring trong cabin hng thng thng dnh cho
nhng hnh khch tr y tin v hng thng thng. Sau , sang giai on th
hai, hng thng nhn c cabin ring song mt gh xp trong cabin hng
thng nhn vn khng hn mt xp gh hng thng thng l my m ch c
cht lng thc phm l c nng cao hn. Trong giai on th ba, gh xp trong
cabin hng thng nhn rng hn, c thnh gh di hn v mt xp tha hn.
Trong nhiu trng hp nh hng Hng khng quc t Thi Lan, h thay nhng
gh hng sang trc y thnh nhng gh kiu ging nm. Giai on tip theo l
giai on pht trin cc sn phm kinh doanh n r. l s m rng hn na
khong khng gian dnh cho mt hnh khch mc c th cho va nhng gh
kiu ging nm trong cc cabin dnh cho khch hng sang. Hng Virgin Atlantic
tin phong trong xu hng ny t nm 1989 vi ch Thng hng i vi
cc dch v t Lun n n New York v tip sau l n Tokyo. Do vy, trong
khong 10 nm, c n 4 giai on pht trin sn phm phc v khch hng sang
trn nhng chuyn bay di. Trong khi hng hng khng British Airways ca Anh
28
Quc u nm 1990 a ra gii thiu dch v hng bn-gi l La chn kinh

t- trong cc chuyn bay ca hng bay t Lun n-Gatwick i Dallas v Houston
trong t th nghim 8 thng lin. Hnh khch mua v hng bn trn gi s c
chn cabin cho mnh, ng k ring v c ch ngi tt hn nhng hnh khch khc.
Nh vy, hon tt mt dch v hng khng, mt hng hng khng cn i
qua bn (4) giai on i) Thit k sn phm (lch bay, gi v), ii) Marketing v xy
dng hnh nh, iii) Bn v qua h thng phn phi v iv) Thc hin chuyn bay v
cc dch v km theo chuyn bay. Tuy nhin, nh trnh by trn, vic tng
cng dch v ti tt c cc qui trnh mt rt nhiu thi gian v rt tn km i vi
tt c cc hng hng khng. Do vy, vic nghin cu ci thin dch v khch
hng thng ch tp trung vo vic ci thin cc dch v lin quan chuyn bay, tc
l giai on th t trong chui gi tr trn. Lun n ny cng ch tp trung vo
vic nghin cu mc hi lng ca khch hng da trn s tha mn lin quan
trc tip n chuyn bay v cc dch v km theo, trn c s a ra cc kin
ngh v ci thin cht lng dch v c th tng s hi lng ca khch hng trong
giai on th t.
1.1.2.2 Cht lng dch v hng khng trong qu trnh thc hin chuyn
bay (mt xch th t trong chui gi tr)
Dch v hng khng trong qu trnh thc hin chuyn bay c cu thnh
bi rt nhiu qui trnh. Trong tng qui trnh my mc thit b v con ngi u
ng vai tr quan trng trong vic to nn cht lng cho dch v hng khng. Tuy
nhin, trong tng qui trnh tm quan trng ca my mc thit b v con ngi c th
khc nhau. Theo qui trnh cung ng, dch v hng khng c bao gm 2 nhm
chnh: dch v mt t v dch v trn khng.
1.1.2.2.1. Dch v mt t
Dch v mt t trong dch v hng khng bao gm ba nhm dch v chnh:
dch v check-in, dch v ti sn bay v dch v boarding (a khch t sn bay ln
my bay). Dch v check-in bao gm vic cho n hnh khch ti sn bay, lm cc
th tc check-in cho khch gm c th tc cho khch hng economy, hng thng
29
gia, khch VIP, khch hng thng xuyn (thuc chng trnh Golden Lotus ca
VNA) v gi hnh l theo my bay v hnh l xch tay. Trong qu trnh lm th
tc, nhn vin ca hng ca trch nhim hng dn khch tr li quy lm th tc
nu gp vn v hnh l xch tay.
Dch v ti sn bay c xc nh t lc khch hng hon tt th tc
check-in v i n gi ln my bay. Dch v ny gm hai nhm. Nhm th
nht l cc dch v ti sn bay cho hnh khch. Chi tit ca dch v ny gm
c: tr gip hnh khch ti cng an ca khu, hi quan, an ninh; thng bo cho
hnh khch ln my bay ng gi, chnh xc, hng dn v n khch v khch
sn trong trng hp my bay chm, hy chuyn. Bn cnh , dch v ti sn
bay cn bao gm dch v n v hng dn hnh khch trn cc chuyn bay
n quc t v quc ni, m bo hnh khch i n ng ca ra my bay hoc
vo nh ga ng qui nh. Gip hnh khch c bit hon tt th tc hng
khng, cng an, hi quan, an ninh trn cc chuyn bay i, n v chuyn tip.
Bn cnh cc dch v ny cn c cc dch v gia tng nh gh ch cho khch
economy, dch v n ung, shopping, lounge cho khch VIP v khch thng
gia v dch v in thoi, bu in, truy cp internet.
Nhm th hai gm c cc dch v lin quan n hnh l tht lc. Chi tit c
th gm c: tm kim hnh l tht lc cho khch, hng dn hnh khch lm th tc
bi thng hnh l, phi hp vi i din cc hng trong gii quyt bi thng, bo
qun hnh l ca hnh khch v cng c c giao, bo qun hnh l tha ti kho
hnh l, x l hnh l bt thng i, n v chuyn tip cho cc hng hng khng
ang s dng dch v mt t ca VNA, m bo tm kim v cung cp thng tin
hnh l tht lc cho hnh khch.
Dch v ln my bay (boarding) c xc nh t lc khch bt u c

thng bo ln my bay n lc ngi trn my bay. Dch v ny ch yu l vic a
khch ln my bay bng ng ng lng hoc bng xe but, v dch v cho cc
hnh khch c bit nh ph n c thai, ngi gi, ngi tn tt.
30
1.1.2.2.2. Dch v trn khng
Nhm dch v trn khng c thc hin khi hnh khch trn my bay.
Cc dch v ny gm c n ung, bo v tp ch, cc hot ng gii tr trn my bay
gm c: tr chi in t, phim v tin nghi trn my bay. Cc dch v ny c s
phn bit ng k gia khch hng nht (hoc hng VIP), hng thng gia v hng
ph thng.
1.2. QUN TR CHT LNG DCH V HNG KHNG
1.2.1. Qun tr cht lng dch v
Qun tr cht lng dch v l mt khi nim m tt c cc nh qun tr

doanh nghip phi quan tm nu khng mun sc cnh tranh ca doanh nghip b
suy gim. Mc tiu ca qun tr cht lng dch v l khng ngng ci thin cht
lng dch v trong phm vi chi ph cho php. Phn trn trnh by v cht lng
dch v nh l mt khi nim gn lin vi s cm nhn ca khch hng v s k
vng ca khch hng. Do vy, vic qun tr s cm nhn ca khch hng c
ngha rt ln trong vic qun tr cht lng dch v. S cm nhn ca khch hng
thng thng b nh hng ch yu bi vic nh gi cht lng chc nng. Nhng
kha cnh ch yu m khch hng k vng l tnh trch nhim ca ngi cung cp
dch v, v s tin cy ca qu trnh cung ng dch v. Bn cnh , s cm nhn
ca khch hng cng b nh hng ln bi mc thng cm ca nh cung ng
dch v i vi khch hng. Khch hng cn c m bo rng, nhng vn (nu
c) i vi dch v s c gii quyt thu o. Tt c nhng iu va k trn ng
ngha vi vic cc nh cung cp dch v cn phi xy dng lng tin i vi khch
hng. Lng tin ny c th c c thng qua vic giao tip gia hai bn trong sut
qu trnh thc hin dch v.
Qun tr cht lng cng c gn vi qun tr qu trnh thc hin vic cung
ng dch v . Theo Melville (1995) [23] qu trnh cung cp dch v c th c
chia ra thnh 5 bc nh sau:
31
Tha thun ---> B tr nhn s ---> o to ---> o lng --> Qun tr s thay i
Bc 1:To lp cc tha thun
iu u tin trong qu trnh thc hin dch v l nh ra nhng iu khch

hng k vng t trc khi vic cung cp dch v c thc hin. iu ny thng
c thc hin thng qua cc bn tha thun v dch v chnh thc hoc ngm nh.
Nhng tha thun ny ch r nhng iu khch hng c th trng i v nhng iu
khon ca dch v m nh cung ng s cung ng cho khch hng. Trc khi a ra
nhng bn tha thun ny cn phi xc nh xem ai l ngi nhn nhng dch v
ny. Ni cch khc, ai l khch hng ca nhng dch v . Khch hng ni b c
th bao gm cc n v/phng ban trong ni b t chc v cc nh qun l, lnh o
cng ty. Khch hng bn ngoi thng bao gm nhng ngi lun c nh ngha
l ngi s dng dch v, em li doanh thu cho doanh nghip v cc i tc kinh
doanh khc. iu quan trng y l cc nhm khch hng khc nhau c th c
nhng k vng khc nhau. i vi hng hng khng, khch hng thng c hiu
l nhm hnh khch, nhng ngi s dng cui cng ca dch v hng khng.
Khi xc nh c khch hng mc tiu, cn c mt bn tha thun v

dch v gia ngi cung cp dch v v khch hng. Trong bn tha thun ny, cc
vn nh dch v s c cung cp th no, ti mc no, mc u tin ra
sao, gi cho dch v l bao nhiu, hnh thc thanh ton th no v cht lng dich
v c o lng nh th no. iu ny cng gip cc nh cung cp dch v bit
thm v nhu cu ca khch hng, ng thi gip cc nh cung cp dch v xc nh
v qun l c mc k vng ca khch hng. V d: nu hnh khch ch mun i
khong 60 giy khi gi n phng v, nhn vin v qun l s phi bn bc p
ng c yu cu ny trong mt gii hn kinh ph cho php.
Bc 2 v 3: Sp xp nhn s v o to
Cn phi c s sp xp nhn s v o to y p ng c mc
yu cu v dch v nh trong tha thun. Nhn vin p ng c yu cu v k
32
thut nghip v kt hp vi mt thi nh hng khch hng s p ng c

yu cu v tnh trch nhim, s tin cy v s cm thng vi khch hng. Vn
nhn s ti cc t chc dch v l mt thch thc ln hin nay, v cc nhn vin cn
phi c c kin thc v k thut nghip v v cc k nng v giao tip. Hin ti cc
doanh nghip c hai hng gii quyt v nhn s: mt vi t chc dng nhn s
c kin thc v nghip v v sau o to v dch v. Mt s khc li tuyn cc
nhn s c k nng giao tip tt v tt nghip cc chuyn ngnh khoa hc
x hi, sau o to h v k thut nghip v cn thit. D doanh nghip chn
cch no trong s hai cch k trn, mt iu c th nhn thy l cc doanh nghip
u nhn thy tm quan trng ca vic cn phi trang b cho i ng nhn s c hai k
nng: kin thc nghip v v k nng giao tip v chm sc khch hng. Mc tiu ca cc
t chc l m bo cho nhn vin phc v khch hng mt cch tt nht.
Mt cch c c s kt hp gia k nng nghip v v k nng khch

hng l lun chuyn nhn vin gia cc b phn trong qui trnh cung ng dch v.
iu ny s gip h c c mt cch nhn tng quan v c qui trnh cung cp dch
v v cc vn khch hng thng hay gp. Khi nhn vin chuyn sang cc v tr
khc h thng c mc nhn thc v dch v khch hng cao hn. iu ny, v
mt di hn, rt quan trng i vi mt t chc dch v.
Bc 4: o lng cht lng
Nh trnh by phn trn, dch v c cu thnh bi hai yu t: cht

lng k thut v cht lng chc nng. Cht lng k thut c th c o lng
thng qua cc tiu chun ngnh, hay cn gi l cc d liu cng. Tuy nhin hnh
khch thng thng khng th nh gi cht lng k thut ca dch v m thng
tp trung vo nh gi cht lng chc nng, in hnh thng qua cc cuc iu tra
v mc hi lng ca khch hng hoc cc gii php tng t. iu ny gip cho
cc t chc cung cp dch v c hi qun tr s cm nhn ca khch hng (v
dch v tt khng phi l iu quan trng, m iu quan trng l khch hng cm
33
nhn nh th no). Hu ht cc t chc u gim st d liu v c hai cht lng.

V d: mt hng hng khng khng nhng ch o lng v khong thi gian khch
phi ch c phc v, m cn hi khch hng Anh (ch) ngh anh (ch) phi
i trong bao nhiu lu? Thy c s khc bit gia s cm nhn ca khch hng
v thc t, hng c th on trc v gii quyt sm c nhng phn nn nh
trc khi nhng phn nn ny tr thnh nghim trng.
C kh nhiu m hnh c s dng o lng cht lng. Phn ny s

trnh by mt s phng php ch yu ang c cc nh nghin cu s dng khi
o cht lng dch v:
Phng php SERVQUAL: c trng ca m hnh ny l o cht lng

dch v qua hiu s gia dch v cm nhn (P) tr i k vng (E) Parasuraman et al
(1985) [26]. Do phng php ny kh phc tp nn tc gi s trnh by chi tit
phn sau.
Phng php o s hi lng tng th v mc nh hng ca tng nhn t

l m hnh khc o s hi lng ca khch hng qua vic nh mc hi lng tng
th, sau nh gi mc hi lng i vi tng yu t cu thnh dch v. M
hnh ny gip tr li cu hi cu hi yu t no nh hng quan trng nht n s
hi lng tng th ca khch hng, do cc yu t khng c mc nh hng nh
nhau n s hi lng chung. y l mt phng php gip cho vic u tin phn b
ngun lc mt cch kh hiu qu trong t chc. Phng php ny ch yu da vo
mi quan h gia cc yu t cu thnh dch v (c gi l cc nguyn nhn) v
mc hi lng tng th (kt qu).
Mt phng php na cng c s dng trong o lng cht lng dch v l

ch s m bo ca khch hng (Secure Customer Satisfaction Index) (D. Randall,
1996) [12]. Mt khch hng m bo l khch hng tha mn ba yu t sau:
Rt hi lng vi dch v
Chc chn s s dng dch v trong tng lai.

34
Chc chn s gii thiu dch v cho nhng ngi khc.
Bc 5: Qun tr s thay i trong qui trnh cung cp dch v
Nh trn ni, mc tiu tng qut ca qun tr cht lng l lin tc ci

thin cht lng dch v trong khun kh kinh ph cho php. Mt cch thc hin
iu ny l lun ng trn quan im ca khch hng khi xy dng cc chun mc
dch v, t lin tc a ra nhng thay i nh (nu c th) v qun tr s thay
i. Nh vy qui trnh thc hin dch v nh sau:
Lm cho hnh khch nm c h c th k vng nhng g nh cung

ng dch v.
a ra nhng h tr khi cn thit mt cch nhanh chng, trch nhim v

ng tin cy.
ha nhn v sa cha cc khuyt im mt cch nhanh chng
Nm c thng tin thay i qui trnh v loi b cc khuyt im mang

tnh h thng.
V mt ngn hn, vic lm cho i ng nhn s trc tip tip xc vi

khch hng c c thi ch ng trong vic gii quyt cc vn ca
khch hng l mt vic rt quan trng, gip cho cng ty nm lun nm c
phn hi ca khch hng v c th lin tc a ra c cc thay i nh nhm
nng cao cht lng dch v.
Mt vn thng gp trong mt t chc dch v l cu hi Ai chu trch

nhim v cht lng?. Ngi ta thng cho rng chnh cc nhn vin trc tip
thc hin dch v l ngi chu trch nhim v cht lng. Thc ra, nhn vin v
nhng ngi chu trch nhim kim tra cht lng dch v ch chu trch nhim v
cht lng trong qu trnh thc hin dch v. H hon ton bt lc trc nhng sai
st v thit k, thm nh, nghin cu th trng v nhng sai lm trong nh hng
th trng.
35
Trch nhim v cht lng, quan nim mt cch hin i v ton din nht,
phi thuc v tt c mi ngi trong doanh nghip, trong lnh o chu trch
nhim trc tin v ln nht. Cc nh kinh t Php quan nim rng lnh o phi
chu trch nhim n 50% v nhng tn tht do cht lng km gy ra, 50% cn li
chia u cho ngi trc tip thc hin v gio dc. Trong khi , cc nh kinh t
M cho rng 15-20% do li trc tip ca nhng ngi trc tip thc hin dch v v
80-85% do li ca h thng qun l khng hon ho.
Tm li, qun tr cht lng dch v bao gm vic qun tr cht lng k
thut v cht lng chc nng. Vic qun tr cht lng dch v k thut c thc
hin mt cch d dng hn thng qua h thng d liu cng, ghi li cc thng s
k thut cng nh cc chun mc trong ngnh. Vic qun tr cht lng k nng kh
hn rt nhiu v khch hng thng cm nhn c v cht lng chc nng, hn
l c c nhng nh gi ng v cht lng k thut. Do vy, trong qun tr cht
lng, cc t chc thng tp trung vo vic nng cao cht lng k nng cm
nhn, hay ni cch khc, nng cao s hi lng ca khch hng i vi dch v ca
t chc.
1.2.1.1. p dng Phng php SERVQUAL v m hnh v cc khong
cch trong qun tr cht lng dch v
Cc cng ty cung cp dch v v cc hng khc ang nhn ra tm quan trng
ca cc trit l kinh doanh ly khch hng l trung tm v ang chuyn sang cc
phng php qun l cht lng h tr vic qun l cc cng vic kinh doanh
ca h. Phng php SERVQUAL l mt phng php tip cn c tnh hiu qu
cao. Phng php SERVQUAL c th c s dng thu hp mt trong nhng
khong cch cht lng dch v quan trng lin quan n cc dch v cung cp cho
cc khch hng bn ngoi v c th c pht trin ng dng cho cc khch
hng ni b, v d nh cc nhn vin v cc nh cung cp dch v.
36
Cc gim c trong lnh vc dch v ang phi chu p lc ngy cng ln

chng minh rng cc dch v ca h tp trung vo khch hng v h ang khng
ngng nng cao kt qu hot ng. Mc d c nhng hn ch v ti chnh v ngun
lc m cc t chc dch v phi qun l, nhng vic hiu ng v o lng chnh
xc s k vng ca khch hng l iu v cng quan trng, v t v tr ca khch
hng, bt k khong cch no trong cht lng dch v u phi c nhn ra.
Thng tin ny s h tr gim c trong vic xc nh cc bin php tit kim chi ph
thu hp cc khong cch cht lng dch v v u tin khong cch no tp
trung vo. y l mt quyt nh quan trng trong iu kin khan him v cc
ngun lc.
Nh nhiu ln cp trong lun n, mc d c nhng n lc trong vic

nghin cu cht lng dch v, nhng li khng c s thng nht chung no v vic
o lng khi nim cht lng dch v. Cho n by gi, mt s doanh nghip
p dng phng php lun SERVQUAL Parasuraman et al (1985) [26] nhm o
lng cht lng dch v .
Mt cu hi quan trng l: ti sao nn o lng cht lng dch v? Vic o

lng cho php s so snh trc v sau thay i, cho php vic xc nh cc vn
lin quan n cht lng v vic thit lp cc tiu chun r rng i vi vic cung
cp dch v. Edvardson et al., 1994, cho rng, vi kinh nghim ca h th im
bt u trong vic pht trin cht lng ca dch v l phn tch v o lng.
Phng php SERVQUAl c nghin cu trong ti liu ny l phng php ph
bin nht o lng cht lng dch v.
M hnh cc khong cch cht lng dch v
C by khong cch chnh trong khi nim cht lng dch v v c miu
t trong Hnh1.2. M hnh ny l s m rng m hnh ca Parasuraman et al (1985)
[26]. Ba khong cch quan trng lin quan hn n cc khch hng bn ngoi l
37
Khong cch 1, Khong cch 5 v Khong cch 6 v chng c mi quan h trc tip
vi khch hng.
Khong cch 1: S k vng ca khch hng so vi s nhn thc trong

qun l: y l kt qu ca vic thiu nh hng nghin cu th trng, thiu lin
lc vi cp trn v c qu nhiu cp qun l.
Khong cch 2: Nhn thc trong qun l so vi c tnh ca dch v:

y l kt qu ca vic thiu cam kt i vi cht lng dch v, s nhn thc
khng kh thi, thiu tiu chun ha cc cng vic v khng lp cc mc tiu.
Khong cch 3: c tnh dch v so vi cung cp dch v: y l kt qu

ca vic mp m v mu thun gia cc vai tr, cng vic khng ph hp vi nhn
vin v cng ngh khng ph hp vi cng vic, h thng kim sot, gim st
khng thch hp, thiu kim sot v thiu cng vic theo nhm.
Khong cch 4: Vic cung cp dch v so vi nhng ha hn. y l kt

qu ca vic thiu lin lc gia cc phng ban v xu hng ha hn qu nhiu.
Khong cch 5: S khc bit v k vng ca khch hng v nhn thc

ca h v dch v c cung cp: y l kt ca ca s nh hng gy ra t pha
khch hng v nhng thiu st (khong cch) t pha nh cung cp dch v. Trong
trng hp ny, k vng ca khch hng b nh hng do cc nhu cu c nhn,
nhng khuyn ngh bng ming v nhng kinh nghim s dng dch v trong
qu kh.
Khong cch 6: S khc bit gia k vng ca khch hng v nhn

thc ca nhn vin: y l kt qu ca s khc bit trong vic hiu bit s k vng
ca khch hng ca nhng ngi cung cp dch v trc tip cho khch hng.
Khong cch 7: S khc bit gia nhn thc ca nhn vin v nhn
thc ca ngi qun l: y l kt qu ca s khc bit trong vic hiu bit k
vng ca khch hng gia gim c v nhng ngi cung cp dch v.
38
Thng tin Cc nhu cu Kinh nghim

truyn ming c nhn
S k vng vo
dch v
KC5
Khch
hng S nhn thc
KC6
dch v
Cung cp dch v Thng tin

Nh (bao gm vic ra bn
cung cp thng tin trc v KC 4 ngoi vi
sau khi cung cp) khch hng
KC3
KC1
Nhn thc Chuyn nhn
ca nhn thc vo cc
vin v k c tnh cht
vng ca lng dch v
khch hng
KC2
KC7
Nhn thc ca
ngi qun l
v k vng ca
khch hng
Hnh 1.2: M hnh cc khong cch (KC) cht lng dch v

Parasuraman et al (1985) [26]
39
M hnh khong cch l mt trong nhng ng gp c gi tr khm ph nht

cho kho tng ti liu v dch v. M hnh xc nh by s khc bit hay by
khong cch chnh lin quan n nhn thc qun l v cht lng dch v, v cc
cng vic lin quan n vic cung cp dch v cho khch hng. Su khong cch
u (Khong cch 1, 2, 3, 4, 6, 7) c xc nh l c chc nng cung cp dch v,
nhng khong cch 5 gn lin vi khch hng v c xem nh l mt bin php
o lng cht lng dch v thc s. Khong cch m phng php lun
SERVQUALc nh hng l Khong cch 5. Phng php SERVQUAL s c gii
thch r di y.
Phng php lun SERVQUAL
Trn quan im Gi tr Tt nht, php o lng cht lng dch v nn xem
xt s k vng ca khch hng cng nh cm nhn ca h v dch v. Tuy nhin,
nh Robinson (1999) kt lun: R rng l c rt t s ng thun v c rt nhiu
quan im khc nhau v cch o lng cht lng dch v. Mt m hnh o lng
cht lng dch v ang c p dng l m hnh SERVQUAL do Parasuraman et
al (1985) [26] pht trin. Phng php SERVQUAL c s dng o lng cht
lng dch v nhm so snh s k vng ca khch hng trc v sau khi mt dch
v c cung cp. Cng c SERVQUAl l mt phng php ni bt c s dng
o lng cm nhn ca khch hng v cht lng dch v. N bao gm nm yu
t c miu t di y:
Hu hnh: Cc phng tin vt cht, thit b v nhn s.
tin cy: Kh nng thc hin cc dch v ha mt cch ng tin cy v
chnh xc.
S phn ng: S sn sng gip khch hng v cung cp dch v mt cch
nhanh chng.
S m bo (bao gm nng lc, s chu o, s tin tng v an ton): Kin
thc v s chu o ca nhn vin v kh nng ca h gy s tin tng v t tin.
S thng cm (bao gm vic tip cn, lin lc, hiu bit khch hng): S
quan tm v ch n tng c nhn m hng dnh cho khch hng.
40
Nghin cu v s o lng cht lng dch v ch yu tp trung vo vic

p ng hoc p ng vt tri k vng ca khch hng bn ngoi, v xem xt cht
lng dch v nh l mt php o lng mc dch v c cung cp p ng th
no so vi s k vng ca khch hng. Nhng kha cnh ny c th c ng dng
cho nhn vin ca hng v trong trng hp ny, cc khong cch chnh khc c th
c khp li trong m hnh cc khong cch cht lng dch v.
Khi nim o lng s khc nhau gia k vng v cm nhn ca khch hng
di hnh thc im khong cch SERVQUAL chng t rt hu ch nh gi
cc mc cht lng dch v. Parasuraman et al (1985) [26] lp lun rng, vi
mt cht sa i, phng php SERVQUAL c th thch hp vi bt k t chc
dch v no. H cn lp lun thm rng thng tin v cc khong cch cht lng
dch v c th gip cc nh qun l chn on ni c th t mc tiu ci thin
hiu qu hot ng tt nht. Cc khong cch xu ln nht cng vi ni m c k
vng cao nht s cho bit vic u tin nng cao hiu qu lm vic. Tng t, nu
cc im khong cch trong mt s kha cnh ca dch v l tt, th n m ch rng
thc s k vng khng nhng c p ng m cn c p ng vt tri. iu
ny cho php cc nh qun l cn nhc li xem liu h c cung cp qu cc c tnh
c th ca dch v khng v liu c tim nng h s dng li cc ngun lc vo
cc c tnh m c hiu qu cha tt hay khng.
Mt iu quan trng cn lu l phng php SERVQUAL ch l mt trong
nhng cng c c s dng trong vic phn tch cht lng dch v v c nhiu
phng php khc c th tt hn thu hp cc khong cch. Phng php
SERVQUAL b ph phn rt nhiu k c mt l thuyt v ng dng (Asubonteng
et al., 1996) [1], mc d Asubonteng et al., (1996) [1], kt lun rng n tn khi
c mt m hnh tt hn nhng cng n gin nh vy xut hin th phng php
SERVQUAL vn l phng php o lng cht lng dch v ch yu. R rng l
bn thn phng php SERVQUAL rt hu ch, mc d c th i vi nh qun l
dch v th phng php ny khng cung cp mt bc tranh hon chnh v cc nhu
cu, k vng v cm nhn trong mt bi cnh ca t chc dch v. Nh Gaster,
41
1995, nhn xt bi v vic cung cp dch v rt phc tp, n khng ch n thun

l vn p ng cc nhu cu c bc l m cn l vn tm ra nhng nhu cu
cha c bc l, lp cc vn u tin, phn b cc ngun lc, gii thch cng
khai v xem xt nhng g c lm. Cc t chc dch v chu trch nhim i
vi cc cng dn, cng ng cng nh i vi nhng khch hng v ngi s dng
dch v. C rt nhiu cng vic m cc t chc dch v phi quan tm, ch khng
ch n thun l cht lng dch v, v d nh: ci thin vic tip cn vi cc dch
v hin c; tnh cng bng v bnh ng trong vic cung cp dch v; cung cp cc
dch v hiu qu trong iu kin hn ch v chnh tr v ngun lc. Do , nh
ngha v cht lng dch v mang ngha rng hn v php o lng cng tr nn
phc tp v kh khn hn.
Phng php SERVQUAL cng c kh nhiu ng dng trong lnh vc dch

v vn ti hnh khch, tuy khng c p dng hon ton ging nh m t trn.
Theo sch hng dn o lng s hi lng ca khch hng v cht lng dch v
ca y ban nghin cu vn ti ca Hoa k, xut bn nm 1999, mi (10) nhn t
xc nh cht lng dch v gm c:
tin cy: tnh ng nht ca dch v
Tnh trch nhim: s sn sng v nhit tnh ca nhn vin cung cp dch v.
Nhn t ny cng bao gm c s ng gi ca dch v.
Nng lc: nhn vin c cc kin thc v k nng yu cu cung cp dch v.
D tip cn: hnh khch c th tip cn hoc tm kim thng tin mt cch d dng.
Lch thip: mc knh trng, lch s, chu o v thn thin ca tt c cc

nhn vin tip xc vi hnh khch hoc khch hng.
Thng tin giao tip vi khch hng: giao tip c vi khch hng bng
ngn ng h c th hiu c v lng nghe h. iu ny c ngha l cng ty phi
iu chnh ngn ng vi cc nhm khch hng khc nhau: dng nhng ngn ng
phc tp i vi nhm khch hng c gio dc cao v ngn ng gin d, bnh dn
vi nhm khch hng t gio dc hn vv...
42
an ton: hnh khch khng cm gic lo lng v nguy him, ri ro hoc

ng vc.
Hiu bit v khch hng: ton b cng ty c nhng n lc hiu nhu cu
khch hng.
Tnh hu hnh: bao gm mi trng vt cht k thut.
Nh vy v c bn, vic xc nh cc yu t nh hng cht lng dch
v vn ti hnh khch tng i nht qun vi phng php SERVQUAL, tuy
nhin mc chi tip hn, mc d c s trng lp nht nh gia 10 yu t
ny. Bng hi ca SkyTrax (trnh by phn di y) phn nh 10 yu t
ny, tuy nhin vi mc chi tit cao hn rt nhiu do dch v hng khng rt
phc tp v c cu thnh bi rt nhiu cng on chi tit. R rng l 10 nhn
t ny ch mang tnh cht gi cho cc nh nghin cu v dch v hng khng
trong khi thit k bng hi.
Khi s dng phng php SERVQUAL, khch hng thng c yu cu
cho im k vng (E) vo 22 tuyn b trn, sau cho im dch v cm nhn (P).
Chnh lch hiu s P-E c dng vo phn tch a ra nhng im cng ty cn
tp trung n lc nng cao cht lng. Nh trn nh ngha, s hi lng ca
khch hng hay cht lng dch v cm nhn l hiu s gia k vng ca khch
hng v dch v v dch v cm nhn khi khch hng tri nghim dch v (P-E).
Tuy nhin, cc nghin cu cho thy, trong ngnh vn ti ni chung v vn ti hng
khng ni ring, cc cuc iu tra s hi lng ca khch hng thng khng o
ring r im k vng (E), im dch v cm nhn (P) mt cch ring r, m thng
o cht lng dch v cm nhn nh l mt ch tiu tng hp kt hp c hai yu t
k vng v dch v cm nhn. Nguyn nhn l do nhng ch trch t cc nh hc gi
i vi m hnh s dng P-E o cht lng dch v. Ch trch th nht l vic o
k vng l mt iu rt kh v c th gy ra nhiu vn . Hn na, tnh hu ch ca
vic s dng k vng trong vic o cht lng vn cn l cu hi (Cronin and
Taylor, 1992) [11].
43
1.2.2. Qun tr cht lng dch v hng khng

V c bn, cc bin php qun l cht lng dich v hng khng u xut
pht t vic da trn ngun s liu iu tra v s hi lng ca khch hng. Vic
nghin cu ch ra c hai cch tip cn o s hi lng: s hi lng vi tng bc
ca qu trnh cung ng dch v v s hi lng theo cht lng chc nng v cht
lng k thut.
1.2.2.1. Qun tr cht lng theo tng bc trong qui trnh cung ng dch
v hng khng:
Qun tr cht lng dch v theo qui trnh l chia qu trnh cung ng dch v
thnh cc bc, bt u t khi khch hng c s giao dch u tin vi t chc cung
cp dch v cho n khi dch v c thc hin xong, nhm khng ngng nng cao
cht lng ca tng bc trong ton b qu trnh cung cp dich v. Qu trnh cung
cp dch v c th rt rng, k t khi khch hng giao tip ln u tin vi doanh
nghip tm kim thng tin cho n khi dch v thc hin xong v t chc duy
tr quan h vi khch hng thng qua cc dch v sau bn v cc ti liu marketing
cp nht. i vi mt hng hng khng, qui trnh cung cp dch v bt u t lc
hnh khch tm hiu thng tin v chuyn bay qua cc i l, phng v, trang Web,
v vn duy tr ngay c sau khi hnh khch thc hin xong chuyn bay thng qua
cc chng trnh cho khch hng thng xuyn (FFP) v cc thng tin cp nht v
cc chng trnh khuyn mi ca hng.
Tuy nhin, trong khun kh ca lun n ny, lun n s khng nghin cu

qui trnh cung ng hng khng trn phm vi rng nh trn. Lun n s tp trung vo
qui trnh cung cp dch v bao gm hai nhm: dch v mt t v dch v trn
khng. Dch v mt t bt u t lc khch hng t v (tc l quyt nh s
dng dch v ca hng), check-in ti sn bay, ch ln my bay v ra my bay. Dch
v trn khng bao gm tt c cc dch v c thc hin trn khoang my bay
trong sut qu trnh bay. Khi thc hin vic qun tr cht lng hng khng da trn
qui trnh trn, cc thng tin s c thu thp v nh gi cht lng ca khch hng
theo tng bc ca qui trnh cung ng dch v hng khng. Phn vit di y s
44
m t chi tit v tp hp cc thng tin trong bng hi ca hng SkyTrax, mt hng

ni ting trn th gii v xp hng cc hng hng khng. Tt c cc thng tin u
c o bng thang o Likert, vi hi lng t 1-5 trong 5 l mc hi lng
cao nht v 1 l mc hi lng thp nht.
1.2.2.1.1. Nhm thng tin nh gi cht lng dch v mt t
1.2.2.1.1.1. Nhm thng tin v dch v mua/t v
1. Tnh cht thn thin v y thng tin ca trang thng tin in t

(website) ca Tng cng ty.
Ch tiu ny nh gi mc hi lng ca hnh khch vi thit k ca

website, mc y ca thng tin, mc lin kt ca trang ch vi cc trang
khc, s tin dng khi d dng.
2. H thng t ch qua mng: h thng ny gip cho khch hng c th t
ch trc tip qua mng m khng cn trc tip n cc phng v ca VNA hoc qua
cc i l.
Ch tiu ny nh gi mc hi lng ca hnh khch vi vic t ch qua
mng, kh nng thanh ton online. H thng ny hin vn cha c p dng VNA.
3. Dch v ti phng bn v
y l ch tiu tng hp nh gi mc hi lng ca hnh khch thi gian
i ti phng v, thi ca nhn vin phng v, thi gian nhn vin bn v x l
thng tin trn my, mt s dch v trong lc khch i n lt c phc v.
1.2.2.1.1.2 Nhm thng tin v dch v check-in
1. Thi gian i ti quy check-in
Tiu thc ny c o bng thang o Likert, vi hi lng t 1-5 trong
5 l mc hi lng cao nht.
2. Cht lng ca dch v check-in
Khch hng s c yu cu nh gi v thi gian lm th tc. Tiu thc
ny c o bng thang o Likert, vi hi lng t 1-5 trong 5 l mc hi
lng cao nht.
3. thn thin ca nhn vin mt t
45
Tiu thc ny nh gi mc thng tho ca nhn vin lm th tc, thn

thin i vi hnh khch v hiu sut cng vic ca h. Ch tiu ny c o bng
thang o Likert, vi hi lng t 1-5 trong 5 l mc hi lng cao nht.
4. Kh nng ngoi ng ca nhn vin mt t
1.2.2.1.1.3 Nhm thng tin v dch v ti sn bay
1. Dch v chuyn tip/ni chuyn
Tiu thc ny nh gi mc tr gip ca hng cho cc hnh khch ni
chuyn/ chuyn tip trong vic ch dn v thi gian, a im ca chuyn bay k
tip.
2. Cht lng ca dch v n
Tiu thc ny nh gi mc hi lng ca hnh khch vi s tr gip ca
khi hnh khch ti nh ga, s ch dn ca nhn vin, cc ca ra.
3. Thi gian ch ly hnh l
Tiu thc ny nh gi mc hi lng ca hnh khch v thi gian t lc
hon tt cc th tc nhp cnh (i vi khch quc t), hoc t lc xung n sn
bay n lc ly c hnh l.
4. Kh nng gii quyt cc vn pht sinh khi chuyn bay b tr hon
Tiu thc ny nh gi mc hi lng ca hnh khch vi s x l ca
hng khi chuyn bay b hy hoc b tr hon. Vic x l ny gm c cc thng bo
v thi gian thay i, phc v ba n ti sn bay khi chuyn bay b tr hon, hoc
a hnh khch n khch sn hoc thc hin cc th tc n b trong trng hp
hy chuyn.
5. Nhm tiu thc di y c s dng nh gi mc hi lng ca
hnh khch hng thng gia; VIP v khch hng Lotus s dng cc dch v
louge ca VNA.
5.1 a im cc nh hng n ung ti sn bay
Tiu thc ny nh gi mc hi lng ca hnh khch v a im
cc nh hng n ung trong sn bay.
5.2 Ch ngi thun tin ti cc thi im ng khch
46
Tiu thc ny nh gi mc hi lng ca hnh khch v s thun

tin v y ca ch ngi ti cc thi im cao im trong ngy.
5.3 Mc sch s
5.4. nh sng, khng kh ca nh hng
5.5 S phong ph ca ung nng/lnh
5.6 S phong ph ca n
5.7 S phong ph ca cc loi sch bo, tp ch.
5.8 Khu vc lm vic/ cc phng tin lm vic
5.9 Truy cp Internet/wifi
5.10 Phng v sinh, tm
5.11 Cc khu vc th gin, ngh ngi
5.12 TV v cc la chn gii tr khc
5.13 Khu vc ht thuc
5.14 Mc thn thin ca cc nhn vin
5.15 Hiu qu ca nhn vin
5.16 H thng thng bo gi ln my bay
1.2.2.1.1.4 Nhm thng tin nh gi dch v boarding
1.H thng thng bo gi boarding
2.S tr gip trong qu trnh boarding
1.2.2.1.2 Nhm thng tin nh gi cht lng dch v trn khng
1. S thoi mi trn cabin
2. Mc v sinh trn cabin
3. Mc v sinh nh v sinh
4. nh sng, khng kh trn cabin
5. Nhit trn cabin
6. Cc tp ch, bo trn my bay
7. m thanh, hnh nh ca phim
8. S phong ph ca cc phim
9. S phong ph ca cc chng trnh audio
47
10. Cht lng ba n

11. S phong ph v ba n
12.S phong ph v ung
13.Nhm ch tiu nh gi cht lng ca tip vin
13.1 S thn thin ca tip vin trn chuyn bay
13.2. K nng ngoi ng
13.3 Mc quan tm n hnh khch
13.4 Phc v n nhanh
13.5 K nng gii quyt vn
13.6 Lun xut hin ng lc
13.7 Chun mc v ng phc
13.8 Thi ca nhn vin ni chung
1.2.2.2. Qun tr cht lng k thut v cht lng chc nng trong cht
lng dch v hng khng
Nh trnh by phn trn, t quan im ca khch hng, cht lng dch
v l mt khi nim tng hp gm hai chiu: cht lng dch v cui cng v cht
lng quy trnh sn xut hoc theo cch ni khc: cht lng k thut v cht lng
chc nng hay quy trnh sn xut. Cht lng chc nng hm qu trnh thc hin
dch v c din ra nh th no. iu ny bao gm c vic tip cn n nh cung
cp dch v c d dng khng; cc nhn vin thc hin dch v nh th no
(Anonymous, 2002). Cht lng k thut bao gm cc kha cnh hu hnh ca dch
v.
Vi cch phn loi nh trn, cht lng k thut trong dch v hng khng
kh quan trng. Cht lng k thut trong dch v vn ti hnh khch gm c: cht
lng ca cc yu t vt cht hu hnh trong qu trnh t ch, trn sn bay v cht
lng ca cc yu t hu hnh trn my bay nh sau:
1.2.2.2.1 Nhm thng tin nh gi cht lng k thut
t ch
H thng phng v ca hng
48
H thng i l ca hng
H thng t ch Online
Quy v ti sn bay
Nh ga quc t
Thit b check-in (desk/luggage belts etc.)
H thng ch dn, thng bo
Nh ga ni a
ng lng
Thit b check-in (Quy, bng ti hnh l)
Cc thit b x l hnh l
H thng ch dn, thng bo
Phng ch trn sn bay
S tin nghi v thoi mi ca ch ngi i
Nh hng
S lng n v ung sn c
Cc loi sch bo
Khu vc lm vic dnh cho khch doanh nhn
Thit b Internet/WiFi
Nh v sinh
TV v cc phng tin gii tr khc
Khu vc ht thuc
H thng thng bo thng tin (mn hnh) v gi ln my bay
C s vt cht trn chuyn bay
Cc phng tin h tr boarding (xe nng, xe ln)
H thng t sn bay ra my bay (xe but, ng lng) v t my bay vo sn
bay
Loi my bay
mi ca my bay
S tin nghi ca gh ngi
H thng iu ha
H thng nh sang
S lng nh v sinh
Cc phng tin gii tr trn my bay
Cc sch bo c trn my bay
Cc loi thc n v ung trn my bay
49
Nh vy, i vi dch v hng khng cht lng k thut l mt phn rt

quan trng trong cht lng tng th ni chung ca dch v hng khng. Vic u
t vo cht lng k thut thng thng phn nh chin lc nh v ca mt hng
hng khng. V d, mt hng hng khng nh v nh l mt hng hng khng gi
r s ch u t vo cht lng k thut mc m bo ti thiu cc tiu chun
v an ninh v an ton do IOSA qui nh v s khng ch trng nhiu vo vic nng
cao s hi lng ca khch hng da trn nng cao cht lng k thut. Ngc li,
mt hng khng c nh v nh l mt hng hng khng quc gia v nhm vo
nhm khch hng bc trung cao (khch thng gia, khch du lch cao cp) s phi
cnh tranh da trn cht lng k thut, v d nh loi my bay mi nht (A340,
A380), tin nghi tt nht (trang b khoang hng nht), v cc dch v c bit cho
khch VIPs v khch thng gia (phng ch v nh ga c bit cho khch thng
gia v khch VIPs).
1.2.2.2.2 Nhm thng tin nh gi cht lng chc nng
Cht lng chc nng bao gm cc qui trnh cung ng dch v v i ng
nhn vin ca hng tham gia vo cc cng on khc nhau bt u t lc khch t
ch n lc khch hng ri khi nh ga ti im n. Cc chi tit ca cht lng
chc nng gm c:
Dch v mua/t v
Thi gian i ti phng v, thi ca nhn vin phng v, thi gian nhn
vin bn v x l thng tin trn my, mt s dch v trong lc khch i n lt
c phc v nh sch bo, cc phng tin gii tr.
Dch v check-in
Thi gian i ti quy check-in
Thi gian lm th tc check in

thn thin ca nhn vin mt t
Kh nng ngoi ng ca nhn vin mt t

Dch v ti sn bay
50
Dch v chuyn tip/ni chuyn: mc tr gip ca hng cho cc hnh

khch ni chuyn/chuyn tip trong vic ch dn v thi gian, a im ca chuyn
bay k tip.
Cht lng ca dch v n: mc hi lng ca hnh khch vi s tr gip
ca khi hnh khch ti nh ga, s ch dn ca nhn vin.
Thi gian ch ly hnh l : thi gian t lc hon tt cc th tc nhp cnh
(i vi khch quc t), hoc t lc xung n sn bay n lc ly c hnh l.
Kh nng gii quyt cc vn pht sinh khi chuyn bay b tr hon. Vic x
l ny gm c cc thng bo v thi gian thay i, phc v ba n ti sn bay khi
chuyn bay b tr hon, hoc a hnh khch n khch sn hoc thc hin cc th
tc n b trong trng hp hy chuyn.
Mc thn thin ca cc nhn vin phc v ti khu vc phng ch
Hiu qu ca nhn vin v s tr gip ca nhn vin gip trong qu trnh
boarding
Nhm thng tin nh gi cht lng ca tip vin
S thn thin ca tip vin trn chuyn bay
K nng ngoi ng
Mc quan tm n hnh khch
Phc v n nhanh
K nng gii quyt vn
Lun xut hin ng lc
Chun mc v ng phc
Thi ca nhn vin ni chung
Nh vy, vic nghin cu s hi lng ca khch hng s phi da trn vic
o hi lng ca khch hng i vi c cht lng dch v k thut v dch v
chc nng. Tuy nhin, nh trnh by phn trn, mi hng hng khng khc
nhau s c chin lc cnh tranh khc nhau v do vy s c nhng trng tm khc
nhau trong vic u t v ci thin cht lng dch v.
51
Trn y, tc gi h thng ha li mt s l lun c bn v cht lng

dch v v cc m hnh thng c dng trong vic o lng cht v ni
chung. Nghin cu cc cuc iu tra v s hi lng ca khch hng c thc
hin trong ngnh hng khng trc y cho thy phng php SERVQUAL
khng phi l phng php ph bin, do dch v hng khng c qu nhiu nhn
t nh hng n mc hi lng chung v vic o hi lng thng qua P
(thc hin)-E (k vng) cng cho thy kh nhiu tranh ci (Cronin and Taylor,
1992) [11].
Tuy nhin, SERVQUAL v m hnh v cc yu t ch yu quyt nh
cht lng dch v a ra mt nh hng kh chun xc cho cc nh nghin
cu trong vic xy dng c mt khung bng hi iu tra s hi lng ca khch
hng. Trong chng 3, tc gi s s dng kt qu iu tra s hi lng ca khch
hng thng qua cuc nghin cu nm 2006 ca hng Hng khng quc gia Vit
Nam. Mc tiu nghin cu ca cuc iu tra l nh gi cht lng dch v cm
nhn theo tng nhn t v nh gi cht lng dch v chung.
Vic nghin cu v qun tr cht lng dch v ni chung c tin hnh rt
nhiu trn th gii v c Vit nam. C kh nhiu bi bo v cc cng trnh khoa hc
nghin cu v cht lng dch v nh dch v ngn hng, dch v ti chnh, dch v
y tRt nhiu nghin cu v p dng m hnh SERVQUAL hoc cht lng dch
v cm nhn o cht lng dch v trong cc lnh vc ni trn. Tuy nhin, trong
qu trnh tm kim ti liu cho lun n ny, tc gi nhn thy khng c nhiu nghin
cu v cht lng dch hng khng nh cc lnh vc khc. Khng c mt cuc
nghin cu no s dng SERVQUAL o chnh lch gia cht lng dch v k
vng vi cht lng dch v cm nhn trong lnh vc hng khng, m hu ht cc
nghin cu u ch o cht lng dch v cm nhn m thi. Tuy nhin nh trn
ni, SERVQUAL a ra c mt nh hng tt trong vic xy dng khung
bng hi thm d mc hi lng chung ca hnh khch i vi dch v ca
VNA v cc yu t nh hng hng n mc hi lng chung.
52
Ti Vit nam cha c nhiu nghin cu v cht lng dch v hng khng v
qun tr cht lng dch v hng khng. Hin ti mi ch c VNA tin hnh cc
cuc thm d v mc hi lng ca hnh khch hng nm, tuy nhin sau mi
ch dng li vic s dng cc phng php thng k m t a ra cc s bin
ng v mc hi lng vi tng ch bo cht lng. V d, mc ah long chung
nm 2005 l 4.3, nm 2006 l 4.5, nhu vy tng ln c 0.2. Mc hi lng vi
Tm tt chng 1
Trong chng mt tc gi h thng ha li cc vn l lun c bn v

dch v, cht lng dch v, c im ca dch v hng khng v cht lng dch
v hng khng. Tc gi lm r v khi nim cht lng dch v cm nhn v mi
quan h gia cht lng dch v cm nhn v s hi lng ca khch hng. Trong
chng mt tc gi cng cp n cc yu t cu thnh cht lng dch v hng
khng, gm c cht lng theo qui trnh v cht lng k thut v cht lng chc
nng. Tc gi cng cp n mt s phng php o thng c s dng trong
vic o lng cht lng dch v, v cui cng tc gi trnh by cc nhm thng
tin thng c s dng trn th gii khi nh gi cht lng ca dch v hng
khng.
53
Chng 2
MT S PHNG PHP THNG K TRONG
NGHIN CU CHT LNG DCH V QUA S CM NHN CA
KHCH HNG
Chng ny s cp n mt s phng php thng k thng c s

dng trong nghin cu v cht lng dch v qua s cm nhn ca khch hng (sau
y gi tt l cht lng dch v cm nhn) v s hi lng ca khch hng, mt khi
nim c rt nhiu nh nghin cu quan tm. Cht lng cm nhn v s hi
lng ca khch hng l mt khi nim tm l, tru tng v khng th quan st
c trc tip m thng c o mt cch gin tip thng qua rt nhiu ch bo.
H thng ch bo gin tip c th rt khc nhau khi tin hnh o s hi lng trong
cc tnh hung khc nhau, v cc vn khc nhau. V d, h thng cc ch bo khi
o s hi lng ca khch hng trong lnh vc ngn hng s c s khc bit ng k
khi o s hi lng ca khch hng trong lnh vc chm sc sc khe, hoc s hi
lng ca nhn vin trong mt cng ty c th no i vi chnh sch i ng ca
ch doanh nghip. Trong nghin cu thng k, nhng khi nim khng quan st
trc tip c nh trn c gi l bin tim n. T v d trn cho thy hai vn
cn c lm r v khung l lun i) khi nim v bin tim n v h thng ch bo
o bin tim n v ii) cc bin nh hng n bin ng ca mt bin tim n c
th v m hnh ha mc nh hng ca cc tng bin.
Phn c s l lun di y s ln lt lm r cc vn l lun lin quan
n cc khi nim v bin tim n, cc nguyn tc trong vic xy dng h thng ch
bo o v cc phng php thng k nghin cu mi quan h nhn qa ca bin
tim n.
2.1. KHI NIM V C TNH CA BIN THUC TNH TIM N
(sau y s c gi ngn gn l bin tim n)
2.1.1 Khi nim bin tim n
C kh nhiu nghin cu c tin hnh v bin tim n. Cc nghin cu
v bin tim n c ng dng rt rng ri trong cc lnh vc marketing, nghin
54
cu tm l vvv. C rt nhiu nh ngha v bin tim n, tuy nhin, dng nh cc

khi nim u rt gn gi v c nhiu im chung. Mt trong cc nh ngha n
gin nht c a s cc nh nghin cu thng nht v bin tim n (hay cn gi l
bin tim n; nhn t (factor, construct); bin khng o c trc tip), i ngc
vi bin quan st c, l cc bin khng quan st c trc tip nhng c suy
lun t cc bin khc, m cc bin ny c th c quan st v o trc tip
(Wikipedia). Di y tp hp cc bin quan st c v o c trc tip c s
dng suy lun ra bin tim n s c gi l cc ch bo.
Nh trn trnh by, y l mt trong cc nh ngha n gin nht v bin

tim n. V d v bin tim n c th c thy rt nhiu trong thc t, v d lng t
trng, s thch c nhn, hiu qu qun l vvv. y u l nhng bin thuc tnh
khng quan st c v phi c o gin tip thng qua cc ch bo gin tip.
a phn cc nh ngha a ra bi cc hc gi thng phc tp hn. Theo

tng kt ca Bollen, 2003 (31) mt nhm cc nh ngha v bin tim n c cc
im chung l coi bin tim n nh l cc bin gi nh. V d, Harrman, 1960,
coi bin tim n l cc bin gi thuyt. Gn ging nh vy Nunnally (1978)
[25] coi bin l cc khi nim m cc nh tm l a ra t tr tng tng. Vi
cch t duy ny, mt khi nim nh s hi lng ca khch hng c th c coi l
mt khi nim khng c tht, v l mt khi nim c t tn bi cc nh nghin
cu. Tuy nhin, cng c nhng quan nim tri ngc vi quan nim ny, cho rng
cc bin gi nh l mt khi nim c tht. Mt s nh ngha khc li coi bin
tim n khng c tht m l mt n lc o mt hin tng c tht no .
Mt nhm nh ngha khc li coi cc bin tim n l cc bin khng th o

c v khng th quan st trc tip c. iu ny c khng nh qua cc nh
ngha ca Joreskog & Sorborn (1979)(20)Joreskog & Sorborn (1969) [18]. Cc nh
ngha ny da trn gi nh rng, bin tim n l cc bin khng th o c bng
mt thang o c th no {chng hn thang o , thang o chiu di} trong hin
ti v trong tng lai. Do vy, nhng bin cha o c trong hin ti nhng s o
55
trc tip trong tng lai do nhng pht minh khoa hc s khng c gi l bin
tim n.
Nhm nh ngha th ba coi bin tim n nh mt cng c gim bt
d liu. Theo Bollen (2003) [3], mt bin tim n hay mt nhn t l mt cch
thun tin nhm mt s lng ln cc bin thnh mt s lng nh cc nhn t.
nh ngha ny c th c gii thch qua v d sau: nh hng khch hng l mt
khi nim ngn gn tm tt cc bin nh mc thng xuyn trao i vi
khch hng v cht lng dch v hoc sn phm; mc nhanh chng hoc qui
trnh c th chuyn ha nhng nhn xt ca khch hng vo vic thay i nhng
c tnh ca sn phm/dch v hoc tng cht lng sn phm/dch v, mc chi
tit v tc ca qui trnh x l phn nn ca khch hng... Vi cch hiu ny, bin
tim n l mt khi nim ngn gn v tru tng din gii mt tp hp cc
bin khc c quan h vi nhau (theo v d trn, ba bin mc thng xuyn trao
i vi khch hng v cht lng dch v hoc sn phm; mc nhanh chng
hoc qui trnh c th chuyn ha nhng nhn xt ca khch hng vo vic
thay i nhng c tnh ca sn phm/dch v hoc tng cht lng sn
phm/dch v, mc chi tit v tc ca qui trnh x l phn nn ca khch
hng...c quan h vi nhau v cng l nguyn nhn ca mt nhn t kt qu l
nh hng khch hng).
Mt nhm th t kt hp tt c cc nh ngha trn (Bollen, 2003) [3]. Theo
Mac Callum & AustinJT (2000) [22], bin tim n l cc nhn t gi nh v
khng th o c trc tip. Nh vy, nh ngha ny kt hp cc nh ngha
trong nhm 1 v 2.
2.1.2 Mt s c im ca bin tim n
Theo Bollen (2003) [3] c tnh u tin ca bin tim n l c bin tim
n priori (c trc) v bin tim n postreri (xut hin sau). Bin tim n xut
hin sau l nhng bin m cc nh nghin cu pht hin ra sau khi thu thp d
liu, trong khi bin tim n c trc l nhng bin c nh hnh t trc khi
thu thp d liu. S phn bit ny c khng nh li trong phng php nghin
56
cu khm ph, c p dng khi nghin cu v bin tim n xut hin sau, i
nghch vi phng php nghin cu khng nh, c p dng khi nghin cu v
bin tim n c trc (Joreskog, 1979)(20)Joreskog & Sorborn (1969) [18].
Trong phng php nghin cu khm ph, cc nh nghin cu cha hnh dung c
c th c bao nhiu bin s nhm c vo thnh mt nhn t, mi quan h gia
cc bin ny nh th no. Trong phng php nghin cu khng nh, cc nh
nghin cu c mt gi nh trc trong u v s cc bin s c nhm vo
thnh mt bin tim n, quan h ca cc bin ny trc khi phn tch d liu.
c tnh th hai ca bin tim n l mt bin tim n s l mt bin lin tc,
bin phn loi hy l mt loi kt hp. Cu tr li khng quan st c t cc thang
o c th ca cc ch bo (Bollen, 2003) [3]. Chng hn, s tuyt vng s l mt
bin lin tc hay bin ri rc? S tuyt vng c th l bin lin tc nu c o
bng thang Likert, trong 1 l hon ton tuyt vng v 5 l hon ton khng tuyt
vng, hoc l bin ri rc nu s dng thang o c hoc khng.
c tnh th ba ca bin tim n l tnh c th c lng c ca bin tim
n t cc ch bo (Bollen, 2003) [3]. y l ng dng c p dng rt rng ri
trong nhiu lnh vc. Cng theo Bollen, v mt l thuyt, iu ny c th c thc
hin di cc iu kin i) c mu n ln, l tng l v cng; ii) khi m s bin
quan st c ln (tin ti v cng) v iii) khi h s tng quan bi bnh phng
ca bin tim n tin ti 1 v cc bin dng d on l cc bin quan st c.
Tuy nhin, thc tin cho thy rt him khi cc iu kin ny c p ng chnh
xc v do vy, trong cc m hnh thng k cho bin tim n cho php c cc bin
php x l k thut (s trnh by phn sau).
c tnh cui cng ca bin tim n l liu cc ch bo o mt bin tim
n l nguyn nhn hay l kt qu ca bin tim n (Blalock, 1964;
Edwarrds&Bagozzi, 2000)(27). Ch bo nguyn nhn l cc bin quan st c
c nh hng trc tip n bin tim n, trong khi ch bo kt qu l cc kt
qu ca bin tim n. Mt v d n gin minh ha v ch bo nguyn nhn
hay ch bo kt qu nh sau: im s ca hc sinh [t 1-10] l mt bin quan st
57
c-hay l mt ch bo. y c th l nguyn nhn hoc l kt qu ca bin tim

n cht lng hc tp. im 10-c th l ch bo nguyn nhn ca cht lng hc
tp tt, ng thi cng c th l kt qu ca cht lng hc tp tt. Mt v d
khc minh ha r hn iu ny. Rubenstein (1986) [29] nghin cu s t m ca
hc sinh thng qua mt thang gii im ng , khng ng vi cu ni Ti
mun bit ci my ny chy nh th no hoc ti mun th loi n mi ny.
Vic ng /khng ng vi cc cu ni ny l kt qu ca vic i tng nghin
cu t m hay khng t m, v do vy, thang im th hin s ng ca i tng
iu tra vi cc cu ni trn chnh l cc ch bo kt qu ca bin tim n s t
m. Hu ht cc m hnh v bin tim n u c xy dng trn c s ch bo
kt qu, c ngha l cc ch bo l kt qu ca bin tim n. Vic nhm ln gia
ch bo nguyn nhn v ch bo kt qu s dn n m hnh sai v tt nhin l
nhng kt lun sai (Bollen, 2003) [3].
2.2. MT S PHNG PHP THNG K NGHIN CU V CC
BIN TIM N
2.2.1. Phng php hi qui bi
2.2.1.1 Bn cht v tc dng ca phng php
Phng php hi qui bi c Pearson s dng ln u tin nm 1908. Phn
tch hi qui l phng php thng k nghin cu mi lin h ca mt bin (gi l
bin ph thuc hay l bin c gii thch) vi mt hay nhiu bin khc (gi l bin
c lp hay bin gii thch).
Mc ch ca phn tch hi quy l c lng gi tr ca bin ph thuc trn
c s gi tr ca cc bin c lp cho. Cn phn tch tng quan l o cng
kt hp gia cc bin, n cho php nh gi mc cht ch ca s ph thuc gia
cc bin.
Phng php hi qui tng quan bi c vn dng nghin cu mi lin
h ca cc yu t nh hng n cht lng dch v hng khng do hnh khch cm
nhn, thng c th hin qua bin mc hi lng ca hnh khch. Mc tiu ca
vic nghin cu nhm ch ra cc yu t t no c nh hng ln n mc hi
58
lng ca hnh khch nhm a ra cc gii php nng cao cht lng ca cc yu t
nh hng, vi k vng s nng cao mc hi lng chung.
2.2.1.2. Cc bc vn dng phng php hi qui bi
Vn dng phng php hi qui bi vo nghin cu cht lng dch v hnh
khch hng khng cn i qua nm bc nh sau:
Bc 1: La chn cc tiu thc (cc bin) a vo phn tch
Bc 2: La chn m hnh ph hp nht m hnh ha mi quan h gia
cc bin c lp v bin ph thuc. chn m hnh ph hp nht S dng cc
php kim nh kim tra i) s tn ti thc t ca mi lin h gia cc bin c
lp v bin ph thuc thng qua kim nh F v ii) s ph hp ca m hnh thng
qua ch tiu SSE (sai s mu). M hnh tt nht l m hnh c h s quyt nh iu
chnh ln nht v sai s mu nh nht. ng thi kim tra mc nh hng thc
t ca tng bin c lp n bin ph thuc thng qua cc h s hi qui B v so
snh mc nh hng ca tng bin nguyn nhn n bin kt qu thng qua vic
so snh h s B chun ha. L do phi thc hin rt nhiu php kim nh v cc kt
qu tnh ton c tnh ra da trn mt mu. Kt qu kim nh s cho php suy
rng kt lun t mu cho kt lun v tng th chung.
Bc 3: Loi b khi m hnh tt nht cc bin c h s B khng c Sig t
nh hn 0.05 hoc 0.01 (ty theo mc ngha c la chn). Ni cch khc,
khng c bng chng bc b gi thuyt rng trn thc t cc bin ny khng
c nh hng n cht lng dch v hng khng chung.
Bc 4: Phn tch phn d v phn tch a cng tuyn nhm a ra cc iu
chnh cn thit cho m hnh
Bc 5: Kt lun v mc nh hng v d on cc mc ca bin ph
thuc trong tng lai.
Cc im lu trong tng bc:
Bc 1: La chn cc bin a vo m hnh
Khi p dng hi qui cng nh cc phng php khc trong nghin cu quan
h nhn qu, iu quan trng u tin l a ra m hnh l thuyt. Vic xc nh m
59
hnh l thuyt c da trn vic phn tch nh tnh kt hp vi cc nghin cu

tng t c thc hin t trc .
M hnh l thuyt trong vic nghin cu cht lng dch v hng khng c
th c xy dng theo cc cch tip cn sau:
Bin ph thuc l cht lng dch v cm nhn ca hnh khch. Cht lng
dch v c th c biu hin qua ch bo mc hi lng ca qu khch vi
thang o Likert 1-5 hoc 1-7; cng c th c o qua cc ch bo khc nh qu
khch s tip tc la chn VNA vi thang o Likert, trong 5 hoc 7 l rt ng
vi mnh trn v 1 l hon ton khng ng . Vic khch hng nht nh s
chn VNA l mt ch bo cho vic hi lng v vic nht nh khng chn s l mt
ch bo ca vic rt khng hi lng. Tng t nh vy, ch bo qu khch chc
chn s gii thiu VNA vi ngi thn v bn b vi thang o Likert 1-5 hoc 1-7
cng phn nh mc hi lng ca hnh khch. Do vy, bin ph thuc c th l
mt trong 3 ch bo trn, hoc l tp hp ca c ba ch bo. Trng hp chn bin
ph thuc l tp hp ch bo s c cp phn sau.
Bin c lp l cc yu t nh hng n cht lng dch v hnh khch.
Tuy nhin, c nhiu cch tip cn lm c s cho vic la chn bin c lp. Th
nht, xy dng bin c lp c th da trn qui trnh cung ng dch v hng khng
t lc t v my bay n lc kt thc chuyn bay nh trnh by trong chng 1.
Ngoi cch tip cn ny, cc bin c lp cng c th c thit k da trn nm
kha cnh theo phng php Servqual. Cch ny c rt nhiu cc nh nghin
cu p dung khi nghin cu v s hi lng ca khch hng biu hin thng qua cht
lng dch v cm nhn. Thng thng, s bin c lp a vo m hnh rt ln, do
vy, kh nng a cng tuyn gia cc bin c lp kh ln. Nh vy vic kt hp
mt s bin c mc tng quan cao vi nhau l cn thit m bo tnh chnh
xc ca m hnh.
Bc 2: La chn m hnh hi qui
Phng php thng c s dng nht trong la chn m hnh hi qui l
phng php bnh phng nh nht. Mc tiu ca phng php ny l la chn ra
60
mt m hnh c tng bnh phng cc chnh lch gia gi tr thc t v gi tr tnh

theo m hnh l nh nht. Mi quan h gia bin ph thuc v bin c lp c th
c biu din nh sau:
E (Y / X1 , X 2 ,..., X k ) = 0 + 1X1 + 2 X 2 + ... + k X k (2.1)
Trong :
Y: bin ph thuc
X1 , X 2 ,..., X k : l cc bin c lp
0 l h s t do (h s chn)
1 , 2 ,..., k : gi l cc h s hi quy ring
i vi mi gi tr Yi ca y ta c
Yi = E (Y / X1 , X 2 ,..., X k ) + i (2.2)
Trong i gi l sai s ngu nhin

Trong m hnh hi qui bi trn, cc h s mang ngha nh sau:
0 l gi tr trung bnh ca y khi X1 = X 2 = ... = X k = 0
i (i = 1, k ) ni ln s thay i trung bnh ca bin ph thuc Y khi bin gii
thch Xi thay i mt n v trong iu kin cc bin gii thch khc khng thay i.
L do cn phi thc hin cc php kim nh l do cc nghin cu ca
mu c s dng suy rng cho ton b tng th chung. M hnh hi quy
(2.1) c th c c lng thng qua mt mu ngu nhin. Phng trnh hi
quy ca mu c dng:
= b 0 + b1X1 + b 2 X 2 + ... + b k X k
Y (2.3)
Trong b i (i = 0,1,..., k ) l cc c lng tng ng ca i (i = 0,1,..., k )

Khi :
Yi = b 0 + b1X1 + b 2 X 2 + ... + b k X k + e i (2.4)
Vi ei l phn d. ta s c:
61
= Yi b 0 b1X1 b 2 X 2 ... b k X k
e i = Yi Y (2.5)
p dng phng php bnh phng nh nht tnh gi tr ca cc tham s
b 0 , b1 , b 2 ,..., b k sao cho:
n n
2 2
SSE = e = (Yi b 0 b1X1 b 2 X 2 ... b k X k ) min
i
i =1 i =1
SSE chnh l tng bnh phng ca cc chnh lch gia gi tr thc t v gi

tr theo m hnh, hay ni cch khc SSE phn nh sai s ca m hnh. M hnh tt
nht s l m hnh c SSE min.
Tuy nhin, SSE ch l mt thng tin la chn m hnh tt nht. Mt
thng tin na l h s quyt nh R bnh phng hay cn gi l h s quyt nh.
Mc mt hay nhiu bin c lp nh hng ln bin ph thuc c biu hin
thng qua h s tng quan R, l cn bc hai ca h s quyt nh. H s quyt
nh th hin phn trm bin thin ca bin ph thuc do cc bin c lp m hnh
gy ra. Ni cch khch, h s quyt nh cho bit cc bin c lp trong m hnh
c nh hng ln hay nh n s bin ng ca bin ph thuc Y. Gi tr ca R2
chy t 0-1. Nh vy, mt hm hi qui c h s quyt nh 0.6 c ngha l cc
bin c lp gy ra 60% s bin ng ca Y, v 40% s bin ng ca Y l do cc
nhn t ngoi m hnh gy ra. Do vy, h s quyt nh ln l mt yu t la
chn m hnh tt nht.
Tuy nhin, trong m hnh hi qui a bin, cn lu n h s quyt nh
iu chnh. H s ny chu nh hng ca s bin gii thch c trong m hnh. Do
, nu tng s bin gii thch trong m hnh th h s xc nh bi cng tng cng
tng. iu nh hng n tnh chnh xc ca vic la chn m hnh ph hp
nht cho mi quan h. iu ny dn n vic cn phi a ra mt h s iu chnh
m bo tnh so snh c gia cc m hnh. Cng thc tnh h s xc nh iu
2
chnh R nh sau:
SSE (n k 1)
R2 =1
SS(Y) (n 1) (2.6)
62
(n 1)
R 2 =1 (1 R 2 )
hay (n k 1) (2.7)
Trong : k l s bin c lp, v l bc t do ca SSR
n-k-1 l bc t do ca SSE
n-1 l bc t do ca SS(Y)
nh gi mc cht ch ca mi lin h tuyn tnh gia bin ph thuc
Y vi cc bin c lp Xi (i = 1, k ) ngi ta dng h s tng quan bi, k hiu R.

SSR
R=+ = + R2
SS(Y) (2.8)
v 0 R 1
nu R = 0 th khng tn ti lin h tuyn tnh
R = 1 lin h hm s
R +/-1 mi lin h cng cht ch
Mt php kim nh na phi thc hin l kim nh gi thit trn thc t

khng tn ti quan h gia cc bin c lp vi bin ph thuc, mc d h s quyt
nh ca m hnh tnh ra t mu nghin cu c gi tr khc 0.
Gi thit kim nh:
Ho : 1 = 2 = ... = k = 0
H1: t nht c mt i khc 0

Tiu chun kim nh
SSR k
F=
SSE [n (k + 1)] (2.9)
F c phn phi F(k; [n-(k+1)].
i Y)2
SSR = (Y : l tng ca bnh phng cc chnh lch gia tr s l
thuyt theo phng trnh hi qui mu vi tr s bnh qun ca bin ph thuc Y. Ch
tiu ny c gi ngn gn l tng cc lch bnh phng hi qui.
63
)2
SSE = (Yi Yi : l tng ca bnh phng cc chnh lch gia cc tr s
thc t v tr s l thuyt ca bin ph thuc Y phn d. Ch tiu ny c gi ngn
gn l tng cc lch bnh phng phn d
k: s lng cc bin c lp
F ln hn mt gi tr F* tng ng vi mc ngha an-pha 0.05 hoc 0.01 s
gip bc b gi thit Ho. iu c ngha l c t nht mt trong cc bin c lp
ang nghin cu c nh hng ln bin ph thuc, hay ni cch khc l tn ti mi
lin h nhn qu gia cc bin c lp ang nghin cu vi bin kt qu.
Bc 3: Loi b khi m hnh cc tham s khng ph hp
Tham s hi qui trong m hnh c biu hin qua cc k hiu Bi, phn nh
nh hng ca tng bin c lp ln bin kt qu. Bi chnh l cc c lng ca
tham s beta trong m hnh
E (Y / X1 , X 2 ,..., X k ) = 0 + 1X1 + 2 X 2 + ... + k X k .
Ni cch khc, nu beta phn nh mc nh hng ca tng bin c lp

ln bin ph thuc ca ton b tng th th B phn nh nh hng ca tng bin c
lp ln bin ph thuc mu quan st. Do vy, c th dng B c lng cho
beta.
Mt php kim nh cn phi thc hin kim nh xem tng bin c lp
c thc s nh hng n bin ph thuc hay khng.
Gi thit kim nh:
Ho: i =0
H1: i khc 0
S dng tiu chun kim nh t kim nh gi thit trn. Gi tr ca t ln
hn gi tr t* c tnh ra theo mc ngha 0.05 hoc 0.01 cho php bc b gi
thuyt Ho. Ni cch khc, thc t bin c lp th i c nh hng n bin kt qu.
Khi s dng B c lng cho cc h s hi qui beta, mt khong tin cy vi
tin cy khc nhau (90%, 95% v 99%) s c xy dng. th di y minh
ha 3 m hnh hi qui; trong o ng gia l hm hi qui c tnh ra t mu v
64
hai hai hm hi qui trn v di l hai hm hi qui vi h s beta c c

lng t cc tham s ca mu vi khong c lng 90%.
Tuy nhin, cc bin c lp c th c o vi cc thang o khc nhau. Do

vy, cn thit phi qui chun cc h s hi qui c th so snh mc nh hng
ca cc bin khc nhau n bin ph thuc. V d: trong cc yu t nh hng n
cht lng dch v hng khng chung l cht lng tip vin, cht lng my bay
v cht lng n, ung v gii tr trn my bay, cn thit phi ch ra yu t no
l yu t nh hng ln nht ti cht lng dch v hnh khch ni chung. iu ny
c th c tr li thng qua h s B chun ha.
Bc 4: phn tch phn d v a cng tuyn iu chnh m hnh nu
cn thit.
Phng php hi qui c xy dng da trn cc gi thuyt sau:
Tnh tuyn tnh: phng php ny da trn gi nh rng mi quan h gia
cc bin l quan h tuyn tnh. Trn thc t gi thuyt ny rt kh c kim chng,
tuy nhin s dng cc k thut nh chuyn ha bin (bnh phng, khai cn, logarit
cc bin c lp) gip cho m hnh gn vi tuyn tnh nht.
65
Tnh chun: Cc phn d c gi nh l c phn phi chun. Do vy,

trc khi c kt lun cui cng nn xem xt phn phi ca cc bin quan trng. Mt
s cc quan st c gi tr qu ln hoc qu nh nn c b ra khi tp hp s liu.
Thc t cho thy kt qu c th rt khc khi mt s cc gi tr cc i hoc cc
tiu uc loi ra khi tp hp s liu.
S lng bin: Hi qui bi khng hn ch s lng bin vo m hnh. Tuy
nhin s bin a vo m hnh nn ph thuc vo s quan st. Mt nghin cu bao
gm 100 bin ch da trn cu tr li ca 10 ngi s rt kh a ra cc kt lun
mang tnh thuyt phc.
a cng tuyn: Nh trnh by trn, s bin c lp trong m hnh nghin
cu cc yu t nh hng mc hi lng chung ca hnh khch hng khng c
th kh ln. Trong s , c th c cc bin c lp c mi lin h tng quan vi
nhau. Nu cc bin c lin h tng quan vi nhau cng c a vo lm cc bin
c lp trong m hnh hi qui bi th xy ra hin tng a cng tuyn. Bn cht ca
hin tng a cng tuyn v cc bin php khc phc c th c trnh by vn tt
nh sau:
M hnh hi quy bi gi thit l cc bin gii thch X i (i = 1, k ) khng tng

quan vi nhau. Nu gia cc bin quan h tuyn tnh vi nhau th xut hin hin
tng a cng tuyn. a cng tuyn c gi l hon ho khi mt bin c biu
din di dng t hp tuyn tnh ca cc bin gii thch cn li. C ngha l:
1X1 + 2 X 2 + ..... + k X k = 0
Trong 1 , 2 ,....., k l cc hng s khng ng thi bng 0.

Khi xut hin a cng tuyn mi bin Xi khng ch c nh hng n Y m
cn nh hng cc bin Xi khc. Do vy khng th tch c nh hng ca tng
bin ln bin ph thuc Y.
C hai bc x l a cng tuyn i) kim tra xem c xut hin a cng
tuyn gia cc bin hay khng v ii) x l a cng tuyn. pht hin a cng
rXi ,X j (i j)
tuyn c th s dng h s tng quan cp gia cc bin c lp - . Nu
66
rXi ,X j rXi ,X j
tng i cao ( > 0,8) th c kh nng tn ti a cng tuyn. Cch th
hai l tnh chp nhn (tolerance) ca bin gii thch Xi (c nh ngha l 1-R2)
v h s VIF(Xi) c xc nh:
1
2
VIF(Xi) = 1 R (2.11)
Nu chp nhn cng b v VIF cng ln th Xi cng lin h cht ch vi

cc bin c lp (bin gii thch) khc.
Hu qu ca a cng tuyn l lm cho vic c lng cc tham s ca m
hnh hi quy s khng chnh xc, trong trng hp a cng tuyn hon ho th cc
tham s l khng xc nh. Ngoi ra, a cng tuyn cn nh hng n vic suy
rng v cc kim nh thng k.
khc phc hin tng a cng tuyn hay ni ng hn l hn ch
phn no hin tng a cng tuyn, c th c nhng bin php khc nhau c s
dng. y, ch cp n hai bin php l tng c mu v b bt bin gii thch.
Bin php th nht l tng c mu: V a cng tuyn v c bn l vn mu, do
khi c mu c tng ln th c th lm gim bt tnh cht nghim trng ca
a cng tuyn. Bin php th hai l b bt bin gii thch: Nh trn ni a
cng tuyn chnh l mi lin h gia cc bin gii thch. Do nu b bt
bin gii thch th c th lm gim nguy c ca a cng tuyn. b bt cc
bin gii thch c th so snh cc h s xc nh bi R2 ca cc m hnh hi quy
vi cc bin gii thch khc nhau hoc chn cc phng php khc nhau xy
dng m hnh hi quy.
2.2.2 Phng php phn tch nhn t
2.2.2.1 Bn cht
C kh nhiu cch gii thch v phng php phn tch nhn t. Tc gi
c gng tm tt mt s cc gii thch khc nhau v phng php ny dui y.
Phn tch nhn t l mt phng php thng k c s dng phn tch
mi lin h tc ng qua li gia mt s lng ln cc bin v gii thch cc bin
67
ny di dng cc nhn t n. Cc tip cn ny a ra cch c ng thng

tin ng thi khi gim thiu s mt mt thng tin .
Phn tch nhn t c s dng kim nh li khi nim. V d, cht
lng tip vin hng khng c o bng ba ch bo o c trc tip i)mc hi
lng ca khch hng v chuyn nghip; ii) Mc hi lng v thi nim n,
n cn v iii) Kt qu phc v p ng yu cu. Tp hp o ny c hnh thnh t
nh nghin cu, do vy cn phi khng nh tp hp ba ch bo trn ng l thang
o ca bin tim n cht lng tip vin hng khng. Phn tch nhn t cho php
thc hin iu ny.
Phn tch nhn t c s dng rt gn v tm tt d liu. Trong nghin
cu cht lng dch v c th c rt nhiu bin nghin cu, hu ht chng c
tng quan vi nhau v cn c rt gn c th d dng qun l. Trong phn
tch ANOVA hay hi qui, tt c cc bin nghin cu s c mt bin ph thuc cn
cc bin cn li l cc bin c lp, nhng i vi phn tch nhn t th khng c s
phn bit ny. Hn na, phn tch nhn t c quan h ph thuc ln nhau gia cc
bin trong mi quan h ph thuc ny c xc nh. V nhng l do trn, phn
tch nhn t c s dng trong cc trng hp sau:
1. Nhn dng cc nhn t gii thch mi quan h gia cc bin. V d nh
cc cu tr li v vic tip tc la chn mt hng hng khng trong tng lai c th
c s dng o lng s hi lng ca hnh khch. Cc cu tr li ny c th l
nhn t c phn tch nhn dng cc nhn t tm l.
2. Nhn dng cc bin mi thay th cho cc bin gc ban u trong phn tch
a bin (hi qui). Chng hn cc nhn t tm l c nhn dng c th s dng nh
l cc bin c lp phn bit s khch hng trung thnh v khng trung thnh.
3. Nhn dng mt b nhn t c s bin [tim n] t hn cho vic s dng
phn tch a bin. Chng hn, c mt t cu tr li v hi lng kh cao v thi
ca tip vin c tng quan kh cao vi nhn t tim n c nhn dng l tip
vin, v nhn t tip vin c th c s dng l bin c lp gii thch v
mc hi lng chung vi dch v hng khng.
68
Theo Byrne (2001) [5] phng php phn tch nhn t l mt phng php
thng dng nht nghin cu v mi quan h gia cc bin quan st c v bin
tim n. Darlington, 2006, cng ng tnh khi cho rng hi qui a bin l mt
phng php rt thng dng nghin cu quan h gia cc bin c lp v mt
bin ph thuc, tuy nhin phn tch nhn t c s dng nghin cu chiu
hng ca mi quan h gia cc bin ph thuc vi mc tiu nhm pht hin ra mt
iu g v bn cht ca cc bin c lp nh hng n cc bin ph thuc
, mc d cc bin c lp ny khng o c mt cch trc tip. Bin c lp
c suy lun c gi l nhn t-factor.
Cng theo Darlington, 2006, phn tch nhn t xut cu tr li cho bn
cu hi chnh :
1. C bao nhiu nhn t cn thit gii thch v chiu hng mi quan h
gia cc bin ny?
2. Bn cht ca cc nhn t ny l g?
3. Cc nhn t c gi nh gii thch c n mc no cc s liu
quan st c?
4. Mi bin quan st c gii thch c bao nhiu phn trm phng sai ?
Nh vy, bn cht ca phn tch nhn t l rt gn v tm tt d liu.
Phn tch ANOVA hay hi qui nghin cu mi quan h gia mt bin ph thuc
vi cc bin cn li l cc bin c lp, nhng i vi phn tch nhn t th khng
c s phn bit ny. Hn na, phn tch nhn t c quan h ph thuc ln nhau gia
cc bin trong mi quan h ph thuc ny c xc nh.
Phng php phn tch nhn t c th c ng dng rng ri trong qun tr
cht lng dch v thng qua vic nghin cu v s hi lng ca khch hng. V d
di y c dng minh ha v s lng cc bin c th thu thp c trong
mt cuc iu tra mc hi lng ca hnh khch v nguyn nhn phi s dng
phn tch nhn t.
Hnh khch c yu cu s dng thang o Likert nh gi mc ng
, khng ng vi cc cu di y.
69
Hon ton khng ng Hon ton ng

1 2 3 4 5 6 7
My bay ca hng rt hin i

Gh ngi rng ri, thoi mi
ng thn gh
S dng cc thit b ti gh ngi rt thun li
Ch chn rt rng ri
Khoang hnh khch rt sch s
Gh ngi sch s
Bung v sinh sch s
Khng khi trong my bay rt d chu
Thi ca tip vin chn thnh, thn thin
Tip vin nh nhn, lch s khi giao tip
Tip vin nhit tnh chu o vi hnh khch
Thi ca tip vin rt nghim tc
Lun sn sng phc v khi khch c yu cu
Din mo trang im p
Trang phc chnh t
Tnh chuyn nghip cao
Hin din thng xuyn trong sut chuyn bay
Cung cp thng tin nu c khch yu cu
Tip vin c cch pht m hay khi c bn pht thanh
Thng tin c thng bo y
Thi im phc v n trn chuyn bay l ph hp
Hnh thc by bin n hp dn
Hng v cc mn n hp dn
Cht lng ung trn my bay rt tt
Sch bo tp ch trn chuyn bay rt phong ph
70
Ni dung sch bo tp ch rt hay

Gii tr trn chuyn bay rt phong ph
Hnh khch c la chn phim theo s thch
Cht lng m thanh v hnh nh tuyt vi
S hi lng tng th ca hnh khch vi cht lng DV trn my bay
Hnh khch s gii thiu vi bn b v VNA
Hnh khch s tip tc s dng dch v ca VNA ln sau.
Nh vy sau cuc iu tra kt qu thu c gm c cc cu tr li cho 33
bin quan st c. Vn t ra y l nu da trn ton b 33 bin ny
nghin cu v nh hng ca tng bin n cht lng dch v th s khng chnh
xc v cc bin nay c th mc tng quan ln nhau kh cao, v mt s bin
quan st c c quan h tng quan vi nhau cao c th l i din cho mt bin
c lp khng quan st c (tim n) n ng sau cc bin . Nhim v t ra lc
ny l tr li cc cu hi:
1. S lung cc nhn t cn thit gii thch v mi quan h gia 33 bin
ny? Ba, bn, nm, hay su nhn t l ?
2. Bn cht ca tng nhn t ny l g?
3. Mi nhn t gii thch c n mc no cc s liu quan st c?
4. Mi nhn t s c nh hng th no/bao nhiu n bin ng chung ca
cht lng dch v trn my bay ?
Nh vy, phng php phn tch nhn t s c s dung trong nghin cu
cht lng dich v hng khng nhm cc mc ch sau:
1. Nhn dng cc nhn t gii thch mi quan h gia cc bin. V d nh
cc cu tr li v thi ca tip vin (s nh nhn, chuyn nghip, vvv) u l
kt qu ca nhn t tip vin, nhm bin v ung, n c th l kt qu ca
nhn t cht lng n, ung; nhm bin v loi my bay, rng ri ca gh
ngi; thit b ti gh ngi vvv c th nhm li thnh nhn t tin nghi trn my
bay. Bng vic nhm mt s lng ln cc bin thnh cc nhn t con, vic nghin
cu s hi lng chung s d dng hn v trnh c s tng quan cao gia cc
71
bin trong cng mt nhm. Nu s dng phng php phn tch hi qui bi trong
trng hp s lng cc bin gii thch qu ln ng thi c nhiu bin c tng
quan vi nhau s khng trnh khi nhng kt qu phn tch khng m bo ngha
do nh hng ca hin tng a cng tuyn. Trong trng hp ny phn tch hi
qui bi c thc hin trn c s kt qu ca phn tch nhn t.
2. Nhn dng cc bin mi thay th cho cc bin gc ban u trong phn tch
a bin (hi qui). Chng hn, cc nhn t tip vin s gip nghin cu c nh
hng ca yu t con ngi so vi yu t phi con ngi n mc hi lng
chung ca hnh khch.
3. Mt ni dung quan trng trong nh gi cht lng dch v l vn
kim sot cht lng chc nng v cht lng k thut. i vi nhng c tnh
mang tnh hu hnh ca dch v th vic kim sot cht lng c th c thc hin
mt cch trc tip bng cc cng c kim sot cht lng truyn thng. Chng hn
mc v sinh ca thc phm i vi dch v n ung, s lng sch bo tp ch
trn my bay ... Tuy nhin, a s bin nh gi cht lng dch v hng khng da
trn c s nhng cm nhn nh gi ca khch hng, vi s lng ln cc bin th
vic kim sot cht lng theo tng bin kh c th a ra c nhng nhn nh
chung cho ton b qui trnh dch v. Trong trng hp ny, vic kim sot cht
lng dch v hng khng c thc hin trn c s mt s t cc nhn t c c
sau khi tin hnh thu gn d liu s thun tin hn.
2.2.2.2. Nguyn tc c bn trong phn tch nhn t
V mt ton hc, m hnh phn tch nhn t ging nh phng trnh hi qui
nhiu chiu m trong mi bin c c trng cho mi nhn t. Nhng nhn t
ny khng c quan st mt cch ring l trong m hnh. Nu cc bin c chun
ha m hnh nhn t c dng nh sau:
Xi = Ai1F1 + Ai2F2+... + AimFm +ViUi (2.12)
Trong :
Xi: Bin c chun ha th i
Aj: H s hi qui bi ca bin c chun ha i trn nhn t chung j
F: Nhn t chung
72
Vi: H s hi qui ca bin chun ha i trn nhn t di bit i

Ui: Nhn t d bit ca bin i
m: S nhn t chung.
Mi nhn t duy nht tng quan vi mi nhn t khc v vi cc nhn t
chung. Cc nhn t chung c s kt hp tuyn tnh ca cc bin c quan st.
Fi = wi1x1 + wi2x2 +...+ wikxk (2.13)
Trong :
Fi: c lng nhn t th i
wi: Trng s hay h s im nhn t
k: S bin
Trong phn tch ny c th chn trng s (hay h s im nhn t) nhn t
th nht c t trng ln nht trong tng phng sai. Cc nhn t c th c c
lng im nhn t ca n. Theo c lng ny, nhn t th nht c im nhn t
cao nht, nhn t th hai c im nhn t cao th hai, vvv.
2.2.2.3. Cc bc trong qu trnh phn tch nhn t
Tin trnh thc hin phn tch nhn t c trnh by theo cc bc trong s
di y:
73
Bc 1: Xc nh vn
y l bc u tin v ng vai tr quan trong trong ton b qu trnh nghin
cu v phn tch. Bc 1 bao gm cc nhim v di y 1)Xc nh mc tiu
nghin cu; 2)Xy dng m hnh nghin cu v cc tp hp ch bo o; 3)La
chn c mu; 4)Xc nh phng php thu thp thng tin.
Trc tin, mc tiu nghin cu phi c xc nh. Vic xc nh ng
mc tiu nghin cu s gip cho vic nh hnh cc m hnh. Nu xc nh mc tiu
nghin cu l cc yu t nh hng cht lng dch v t ch, cc bin trong m
hnh s hon ton khc khi mc tiu nghin cu l cht lng dch v trn my bay.
Sau khi xc nh mc tiu r rng, nhim v 2 l xc nh cc nhn t
trong m hnh phn tch nhn t. Cc nhn t c th c xc nh da trn cc
nghin cu c tin hnh trc y, da trn l thuyt hoc s cn nhc ca
nh nghin cu. Mi nhn t s c gn vi mt tp hp cc ch bo l cc bin
quan st c trc tip. Vic xc nh xem c bao nhiu ch bo trong mt nhn t
cng l mt quyt nh cn phi cn nhc k cng, do vic c qu nhiu ch bo s
dn n nhng kh khn trong vic thu thp thng tin, v c qu t ch bo s khng
y o mt nhn t. Cn phi c s bin sao cho mi nhn t c i
din bi t nht ba n bn bin.
Velicer & Fava tm tt cc nghin cu v la chn s bin v a ra cc
im chnh sau:
1. Nhng nhn t khng c t nht ba bin vi h s ti cao khng nn c
la chn. iu c ngha l cn phi c t nht ba bin mi nhn t. V khng phi
lc no kt qu phn tch cng din ra ng nh d kin nn khi xy dng m hnh
nn a t nht 6-10 bin vo mi nhn t.
2. Cn phi c s lng bin ln hn nu h s ti thp, 10 n 20 bin mi
nhn t.
S quan st cng ln, s lng bin mi nhn t cng ln v cc h s ti cng
ln th m hnh c ly ra t mu s cng gn vi m hnh nhn t ca ton b
tng th do im mnh v im yu c b sung cho nhau v d: h s ti thp
74
v s bin nh s c b li bi s lng quan st ln. Nu khng c s quan st

ln, c th b li bng s lng bin mi nhn t ln (lu trnh trng hp c
nhiu bin hn s quan st).
Mac Callum & AustinJT (2000) [22] chng minh qua l thuyt v thc
nghim rng t l c mu v s bin khng phi bt bin, m c quan h vi cc
kha cnh khc ca vic nghin cu. Kt lun c a ra l khng nn a ra cc
nguyn tc chung v c mu. Cc kt lun c bn khc nh sau:
1. C mu cng ln th cng c h s communalties cao (Communality : l t

l ca phng sai ca mt bin c gii thch bi nhn t tim n, h s
communalities thp thng c ngha l c nhng nhn t d bit c tng quan vi
nhau v vi cc nhn t chung), v c ra c m hnh c nh ngha tt [mi
nhn t c t nht ba hoc bn h s ti cao v c mt cu trc n gin (s nhn t
t v khng b trng lp)]. iu ny s lm tng c hi c c m hnh nhn t
phn nh ng bn cht ca ton b tng th.
2. Khi h s communalities ln (> .6), N di 100 vn c cc kt qu phn

tch tin cy.
3. Vi communalities trung bnh (khong .5) v cc nhn t c nh ngha

tt, nn c 100 n 200 quan st.
4. Vi h s communalities thp (< .5) nhng c s nhn t khng nhiu v

mi nhn t i din cho 6-7 bin, cn c hn 100 quan st.
5. Vi communalities thp v ch c 3 hoc 4 h s ti cao trn mi nhn t,

cn khong hn 300 quan st.
6. Vi communalities thp v cc nhn t khng c nh ngha tt, cn phi

c hn 500 quan st.
Tuy nhin, do khng th bit trc c liu cc h s communalities cao

hay thp hoc cc nhn t c c nh ngha tt hay khng, nn c mt nguyn tc
l cng nhiu quan st cng tt.
75
Mt l lun khc do Darlington, 2006, a ra cng c kt lun gn tng

t. C mu cn thit c xc nh da trn nhiu yu t. M hnh c cu trc
cng r rng th s lng n v trong mu cng gim. Tuy nhin, theo
Darlington, 2006, mt m hnh rt mch lc v r rng cng cn t nht 50 quan
st v cn 100 quan st hoc nhiu hn cho cc m hnh c cu trc thiu mch
lc hn. Nguyn tc v s lng bin trong phn tch nhn t rt khc so vi hi
qui. Trong phn tch nhn t, s bin nhiu hn s quan st c th c chp
nhn. Trn thc t s bin cng nhiu cng tt, vi iu kin l cc bin ph
hp vi cc nhn t tim n m chng ang o (Darlington, 2006). iu ny kh
mu thun vi cc kt lun ca cc tc gi khc rng s bin khng nn nhiu hn
s quan st.
Trong v d trn v dch v hng khng, mc tiu nghin cu l cc nhn

t nh hng n s hi lng ca hnh khch v cht lng dch v trn my
bay. S bin c nghin cu l 33 bin, bao gm tt c cc kha cnh cu thnh
nn dch v trn khoang my bay. 33 cu hi tng ng vi 33 bin c thit
k trong bng hi. Nu theo nguyn tc s quan st cn gp t nht 4-5 ln s
bin th c mu ti thiu cn thit l 165 hnh khch in vo bng hi. Bc
tip theo l gim bt s bin xung thnh cc nhn t, trong mi nhn t l
mt bin c lp c quan h nhn qu vi cc bin quan st kt qu trong tp
hp bin-nhn t .
Bc 2: Xc nh mc tng quan gia cc bin qua ma trn tng quan
Sau khi thng tin c thu thp v tng hp, mt ma trn h s tng
quan s c thit lp. y l mt ma trn th hin cc tng quan cp ca tng
cp bin. Trong thc t, nu s tng quan gia cc bin tng i nh th phn
tch nhn t c th khng ph hp.
minh ha, c th n gin ha v d trn bng cch gi nh rng 7 bin

u tin (trong s 33 bin ) c tng quan cp nh sau (v l v d minh ha nn tc
gi ch ly 7 bin cho ngn gn, thay v a v d c 33 bin):
76
Bng 2.1 : Ma trn tng quan
Bin V1 V2 V3 V4 V5 V6 V7
V1 1.00
V2 0.78 1.00
V3 0.82 0.75 1.00
V4 0.23 0.16 0.12 1.00
V5 0.15 0.23 0.36 0.81 1.00
V6 0.35 0.59 0.12 0.84 0.67 1.00
V7 0.41 0.20 0.23 0.72 0.87 0.73 1.00
Trong :
V1: My bay ca hng rt hin i
V2: Gh ngi rng ri, thoi mi
V3: ng thn gh
V4: S dng cc thit b ti gh ngi rt thun li
V5: Thi ca tip vin chn thnh, thn thin
V6: Tip vin nh nhn, lch s khi giao tip
V7: Tip vin nhit tnh chu o vi hnh khch
Nhn xt:
Ma trn tng quan gia 7 bin (V1(V7) biu hin quan h tng quan
theo tng cp bin. Theo kt qu bng ...., cc bin V4, V6, V5 v V7 c
tng quan rt cao. Nhm ny s c t tn l nhn t F2, c th l nhn t
tip vin . Tng t, cc bin V1, V2 v V3 c i din bi nhn t
chung F1, c t tn l nhn t thit b. Bc tip theo s gip khng
nh li gi thuyt ny.
77
Bng 2.2 : Cc nhn t c tp hp t cc bin
Nhn t Eigenvalue % of variance Cumulative % of variance
1 2.6379 44.5 44.5
2 1.9890 31.3 75.8
3 0.8065 11.2 87.0
4 0.6783 5.7 92.7
5 0.5421 3.4 96.1
6 0.3420 2.3 98.4
7 0.2341 1.6 100%
Gii thch:
Eigenvalue: Phng sai tng hp ca tng nhn t
Percent of variance: Phng sai ca tng nhn t tnh bng %
Cumulative Percentage: Phng sai tch ly [ct (6) = ct (5) cng dn]
Bc 3: Xc nh s nhn t
Trong nghin cu thng s nhn t sau khi x l t hn s bin ban u. Rt
him c trng hp tt c cc bin ban u u l cc nhn t nh hng hay tc
ng n vn nghin cu. Theo v d trn, trong 7 bin ban u nhng ch c hai
nhn t (V1) v (V2) l c trng s cao v phng sai th hin kt qu trong ct 5
(48,3% v 28,0%) lm i din. Tuy nhin, c rt nhiu cch xc nh s nhn t
trong m hnh ph hp:
1. Quyt nh trc s nhn t: thnh thong nh nghin cu bit trc c
bao nhiu nhn t trc khi tin hnh phn tch. S nhn t c gim i hay khng l
do nh nghin cu hon ton quyt nh.
2. Quyt nh da vo phng sai tng hp ca tng nhn t (Eigenvalue):
Trong cch tip cn ny ch c nhng nhn t c Eigenvalue ln hn 1 mi c
a vo m hnh. Nguyn tc ny do Henry Kaiser a ra. Tiu chun ny cho php
78
chc chn rng nhng nhn t c gi li trong m hnh s nm gi phng sai

ca t nht mt trong s cc bin c s dng trong m hnh. Tuy nhin khi p
dng tiu chun ny, nu s bin qu nh, kt qu phn tch c th dn n vic c
t nhn t hn s nhn t tn ti thc t, v nu s bin qu ln s dn n c nhiu
nhn t hn l nhng nhn t thc s c ngha.
3. Quyt nh da trn php kim tra Scree test ca Raymond B. Cattell. Vi
phng php ny cc gi tr Eigenvalues s c v k tip trn th, v tm kim
cc im ti th th t ngt tr nn phng. Nhc im ca phng php
ny tc gi khng gii thch c v sao Eigenvals li l mt ch tiu tt nht v
th, thay v dng cc ch tiu khc.
4. Theo Fabrigar, L. R., Wegener, D. T., MacCallum, R. C., & Strahan, E.
J.,1999), qu nhiu nhn t th tt hn l qu t nhn t. Qu nhiu nhn t c th
dn n vic c mt s nhn t c c lng rt tt t cc h s ti nhng cng
c c nhng nhn t khng c nh ngha tt a vo m hnh. Qu t nhn t n
n vic c nhng nhn t khng c c lng tt (s km tng ng gia cu
trc thc s ca nhn t v cu trc c lng ca nhn t).
5. Cng theo Wegner, 2004, hai tiu chun Kaiser "Eigenvalue ln hn 1" v
Cattell's scree test tr nn lc hu. Mt xut c a ra l so snh gi tr
Eigenvalues tnh c vi cc gi tr m nh nghin cu k vng s xut hin t mt
tp hp d liu ngu nhin. Nu m Eigenvalues u tin c gi tr ln hn nhng
gi tr c k vng t tp hp d liu ngu nhin, nh vy gii php vi m nhn t
s c chp nhn. Tuy nhin khng c phn mm thng k no c lp trnh trn
quan im ny.
6. Tiu chun thng k GOF (mc ph hp ca m hnh) t lnh ML
trong phn tch nhn t cng c ch trong vic xc nh s lng nhn t trong m
hnh. Nh nghin cu trc ht xc nh xem nn c nhiu nht bao nhiu nhn t
trong m hnh, c gi l e. Sau ln lt chy th cc m hnh vi e bng 0, 1,
2, 3, ... ln lt cho ti s lng nhn t ln nht, sau so snh cc GOF ca cc
m hnh vi nhau.
79
Vic la chn m hnh cui cng mang tnh kh cm tnh. Theo Wegner,
mt m hnh khng a ra c mt gii php c th din gi c v khng ph
hp vi cc lp lun l thuyt s khng c nhiu gi tr. Cc nh nghin cu khc
cng ng vi quan im ny. Mt cch din t khc v la chn m hnh nh
sau ti s la chn thm cc m hnh, bn cnh m hnh dng nh c s nhn t
chnh xc nht, cc gii php v m hnh c 1 hoc 2 nhn t. Sau ti s chn m
hnh hp l nht i vi ti (Wuesch, 2004)
7. Cng theo Wuesch, 2004, c mt s la chn khc nhau v phng php
chit xut nhn t (Factor extraction). Phng php Maximum Likelihood hay
gi tt l ML cho php tnh cc ch s ph hp ca m hnh hay GOF (ca cc d
liu ca m hnh) v kim nh mc ngha ca cc h s ti v tng quan gia
cc nhn t, nhng i vi gi thit l cc bin phn phi chun. Tuy nhin phng
php ML c nhiu tc gi a thch hn. thc hin ML, trc ht kim tra tnh
chun ca cc bin quan st c. Tr khi |skew| > 2 v kurtosis > 7, phng php
ML c th c p dng. Nu tnh chun b vi phm, nn sa cha vn ny bng
cch chuyn ha cc bin hn l s dng phng php PF.
Quay tr li v d v cht lng dch v trn my bay, v ch c hai nhn t u tin
c Eigenvalues >1, m hnh hai nhn t s i din cho 75.8% ton b phng sai trong d
liu. H s ti (loadings) ct nhn t th hin mi quan h gia bin vi ton b
nhn t. Tng t nh h s tng quan Pearson, h s ny c khong t -1 to 1. Bc
tip theo ca phn tch nhn t s cho kt qu nh bng di y:
Bng 2.3 : Ma trn nhn t cha quay
Bin Nhn t 1 Nhn t 2 Communality
V1 .62 0.32 .69
V2 .81 -.45 .87
V3 .84 -.31 .79
V4 .80 -.29 .90
V5 .89 .37 .88
V6 .79 .51 .67
V7 .45 .43 .72

80
Communality : l t l ca phng sai ca mt bin c gii thch bi nhn t

tim n.
Tt c cc bin u c h s ti cao trong nhn t 1. y l iu thng gp
khi cha quay cc bin vo trong cc nhn t. Gii php cho vn ny l thc hin
php quay, v thng thng cc phn mm thng s dng php varimax thc
hin vic xoay cc bin. Varimax l php quay cho ra cc nhn t khng tng
quan vi nhau. Tuy nhin, c kh nhiu tranh lun v vic dng php quay no l
hp l nht. Wuesch, 2004 rt ng h vic dng php quay trong vn duy tr s
tng quan gia cc nhn t hn l (oblique rotations) hn l php quay to ra cc
nhn t khng tng quan vi nhau (orthogonal solutions). Nguyn nhn l cc
nghin cu p dng phn tch nhn t thng gn vi yu t tm l (nghin cu v
s hi lng ca hnh khch cng gn lin vi tm l-TG), do vy thng cc nhn
t vn c s tng quan vi nhau. Nu trn thc t cc nhn t tim n vn c s
tng quan, lc php quay oblique rotation s a ra kt qu tt hn v c mt
cu trc m hnh n gin hn php quay orthogonal rotation v nu php quay
oblique rotation ch ra rng cc nhn t c h tng quan gn zero, lc cc nh
nghin cu c th thc hin php quay orthogonal rotation (lc cng s c kt
qu nh php quay oblique rotation).
Bng di y ch ra kt qu sau khi xoay cc bin v cc nhn t:
Bng 2.4 : Kt qu sau khi quay
Factor 1 Factor 2
Variables Communality
(Nhn t 1) (Nhn t 2)
V1 .68 .17 .87
V2 .87 .24 .79
V3 .65 .07 .90
V4 .21 .79 .69
V5 .16 .76 .88
V6 .30 .83 .67
V7 .19 .69 .72
81
Bc 4: Gii thch cc nhn t

Bng trn cha cc bin c chun ha, ma trn ny th hin mi tng
quan gia hai nhn t (F1) v (F2) vi 7 bin (V1-V7). Cc bin V1, V2, V3 c
quan h tng quan kh cht ch vi nhn t F1, trong khi cc bin V4-V7 c quan
h tng quan kh cht ch vi nhn t F2.
Bc 5: Xc nh im nhn t v chn nhn t thay th
im nhn t (hay trng s) kt hp cc bin chun ha (F) c ly t
ma trn h s im (bng 2.5: Factor score coefficient matrix). Theo v d trn,
trong m hnh c hai nhn t chung F1 v F2, trong F1 c ba bin lin quan l
V1, V2, V3, v F2 c ba bin lin h l V45, V4, V7 v V6.
C th c lng im nhn t ca hai nhn t F1 v F2 nh sau:
F2= 0.680,31x4 + 0,39 x5 + 0,3x6 +0,29x7
F1= 0,30x1 + 0,38x2 + 0,37x3
Cc tham s ca hai phng trnh trn c rt ra t bng kt qu phn tch
Ma trn h s im nhn t. Trong hai phng trnh trn, bin no c h s im
nhn t cao nht th bin nh hng ln nht n nhn t chung. V kt qu phn
tch nhn t c th b nh hng ln bi cc li trong tp d liu gc. Hair, et al.
kin ngh rng, c th s dng im nhn t nu cc thang o c xy dng tt,
tin cy v hp l.
Bng 2.5: Ma trn h s im nhn t

Variable Factor 1 Factor 2
V1 .30931 -.06814
V2 .38315 -.03331
V3 .37478 0.0321
V4 -.04918 .68031
V5 .00145 .3902
V6 -.04160 .3041
V7 0.0123 .29173
82
Bc 6: Xc nh m hnh ph hp
Mt gi thuyt c bn trong phn tch nhn t l s tng quan gia cc bin
nh hng n cc nhn t chung. V vy, tng quan gia cc bin c th c
suy ra hoc m phng t mi tng quan c c lng gia cc bin v cc nhn
t (bng 2.6). S khc bit gia ma trn tng quan gia cc bin (bng 2.1) v ma
trn tng quan gia cc bin v nhn t (bng 2.6) gi l cc d s. Nu cc d s
c gi tr ln th m hnh s khng ph hp, v v vy cn phi xem xt li m hnh.
Vi v d ny, so snh gia bng 2.1 v bng 2.6 cho thy khng c chnh lch no
qu ln, do vy m hnh hai nhn t c th chp nhn c.
Bng 2.6. Ma trn tng quan sau khi chun ha cc bin
V1 V2 V3 V4 V5 V6 V7
V1 0.74
V2 0.76 0.80
V3 0.72 0.78 0.70
V4 0.13 0.28 0.19 0.80
V5 0.24 0.14 0.71 0.15 0.72
V6 0.14 0.19 0.20 0.79 0.17 0.79
V7 0.24 0.26 0.73 0.28 0.74 0.29 0.78
2.2.3 Kt hp phn tch nhn t v hi qui nghin cu mi quan h

nhn qu
Do phn tch nhn t khng phi nghin cu quan h nhn qu m ch c
ng cc bin, do vy cn thit phi kt hp vi hi qui bi nghin cu v quan
h nhn qu gia cc nhn t (bin tim n) c lp vi bin kt qu (tim n hoc
quan st c trc tip). Qui trnh kt hp c thc hin nh sau:
Vn dng phn tch nhn t, ng thi xc nh cc nhn t chung trong
cc m hnh nhn t nh hng mc hi lng chung ca hnh khch i vi dch
v hng khng.
nh gi tin cy ca o lng bng phng php tnh h s Cronbachs
Alpha
83
Tnh h s Cronbachs Alpha c thc hin i vi mi nhm bin hnh

thnh nn tng nhn t.
o lng m bo tin cy khi c h s 0,5 .

T kt qu phn tch nhn t vn dng phn tch hi qui bi nh gi
mc nh hng ca tng nhn t nh hng n cht lng dch v hng khng
ni chung.
Cc nhn t tim n xc nh c bc trn c s dng lm cc bin
c lp v cng vi mt bin ph thuc t s liu iu tra (th hin nh gi chung
v cht lng dch v chung do hnh khch cm nhn) c a vo m hnh phn
tch hi qui bi. Vi cc bin c lp l nhng bin tng hp c c t phn tch
nhn t cho php loi tr c hin tng a cng tuyn.
2.2.4. Phng php m hnh phng trnh cu trc (Structral equation
Model-SEM)
2.2.4.1 Bn cht ca phng php m hnh phng trnh cu trc
Theo Hair, 2006, m hnh phng trnh cu trc l mt dng ca cc m
hnh thng k nhm gii thch quan h gia cc bin a chiu. Trong , m hnh
cho php kho st cu trc ca cc mi quan h ln nhau c th hin bi mt h
phng trnh, tng t nh h phng trnh hi quy. Nhng h phng trnh ny
m t tt c cc mi quan h ca cc bin (ph thuc v khng ph thuc) lin quan
n vic phn tch. Cc bin ny khng quan st c v l cc bin tim n c
o bi cc ch bo tng t nh cc ch bo i din cho mt nhn t trong phn
tch nhn t. Gn y k thut bin a chiu c phn loi thnh k thut ph
thuc v ph thuc ln nhau. Nu nh phn tch nhn t ch cho php o c cc
bin tim n thng qua h thng ch bo th m hnh phng trnh cu trc cho php
kt hp hai k thut l phn tch nhn t v phn tch hi quy a chiu.
M hnh phng trnh cu trc cn c bit n nhiu tn nh: phn tch
cu trc tng quan, phn tch bin tim n Mc d c nhiu cch c th c s
dng kim nh m hnh, nhng tt c nhng m hnh phng trnh cu trc
c phn bit bi ba yu t sau:
84
1. c lng nhng mi quan h ph thuc a chiu ln nhau

2. Kh nng biu din nhng bin tim n cc mi quan h ny v lm chnh
xc nhng sai s o lng trong qu trnh c lng
3. nh ngha m hnh gii thch ton b cc mi quan h.
2.2.4.1.1 c lng nhng mi quan h ph thuc a chiu ln nhau
S khc bit r rng nht gia m hnh phng trnh cu trc vi cc m hnh a
nhn t khc l s bc tch nhng mi quan h vi mi mt tp hp cc bin ph thuc.
Mt cch n gin, m hnh c lng ring tng phn nhng ph thuc qua li v hi
quy a chiu ng thi bng cch xc nh m hnh cu trc trn c s nhng chng trnh
thng k. Da trn phn tch l thuyt v t duy logic, mt nh nghin cu c th phc
tho bin c lp d bo ci g vi mi bin ph thuc. Trong m hnh , mt s bin ph
thuc tr thnh bin c lp trong quan h tip theo lm tng tnh ph thuc qua li ca m
hnh cu trc. M hnh cu trc th hin cc mi quan h gia nhng bin c lp v
ph thuc, thm ch khi bin ph thuc tr thnh bin c lp vi nhng mi quan h khc.
2.2.4.1.2 Kt hp nhng bin tim n khng o lng c trc tip
Phng php m hnh phng trnh cu trc cng c kh nng kt hp
nhng bin tim n vo phn tch. Nhng bin tim n c gi nh v khng quan
st c c i din bi nhng ch bo c th quan st v o lng c. Trong
phng php ny khi xy dng m hnh c hai loi bin l bin ngoi sinh v bin
ni sinh. Vic phn bit hai loi bin ny c trnh by di y.
Phn bit cc bin n ngoi sinh v ni sinh
Bin ngoi sinh l bin tim n a chiu tng ng vi bin c lp. Bin
ngoi sinh c quyt nh bi cc yu t bn ngoi m hnh (khng c gii
thch bi bt k mt bin no trong m hnh) nn c gi l bin c lp. M hnh
thng c m t bi mt s , v vy rt hu dng bit bng cch no
nhn ra bin ngoi sinh. Gi s mt bin c lp vi cc bin khc trong m hnh,
c th thy mt bin ngoi sinh khng c mt ng dn t mt bin khc ti n.
Vn xy dng s c cp trong phn di y.
Bin ni sinh l cc bin tim n a chiu tng ng vi vi bin ph
thuc (hay mt s kt hp ca bin c nhn ph thuc). Nhng bin ny v mt l
85
thuyt c xc nh bi cc yu t trong m hnh, v s ph thuc ny c biu

din bng mt bi mt ng dn ti ti bin ni sinh t cc bin ngoi sinh (hoc
t bin ngoi sinh khc m chng ta s nhn thy sau).
2.2.4.1.3 nh ngha m hnh
M hnh c s dng dng m t l thuyt. L thuyt c th c hiu
nh l tp hp c h thng cc mi quan h cho php gii thch s bin ng ca
cc hin tng. T nh ngha ny, chng ta thy rng l thuyt khng phi l vng
dnh ring cho gii hc thut m c th c xy dng trn kinh nghim v thc
nghim t c bi s quan st cc hnh vi th th gii thc. Mt m hnh quy
c trong m hnh phng trnh cu trc thc t bao gm hai m hnh: M hnh o
(cc bin tim n c o bng cc tp hp ch bo no) v m hnh cu trc (Cc
bin tim n lin kt vi nhau theo mi quan h no).
M t m hnh c xy dng theo phng php SEM
Mt m hnh phng trnh cu trc hon chnh bao gm m hnh o lng
v m hnh cu trc c th s kh phc tp. Rt nhiu cch c s dng xc
nh tt c cc mi quan h trong mt m hnh ton nhng nhiu nh nghin cu
nhn ra rng n s thun tin hn khi m t trong mt dng c th quan st bng
mt, s ng dn. M hnh cc mi quan h ny quy c c th cho c bin n
v cc bin c o lng tt nh cc cc mi quan h gia chng.
M hnh o
Qui tc c bn xy dng s ng dn ca m hnh o lng nh sau:
phn bit cc ch bo ca bin ngoi sinh v bin ni sinh, cc bin o
lng (indicators) ca bin ngoi sinh k hiu l X v cho bin ni sinh k hiu l Y.
Cc bin tim n c biu din bi hnh van hoc hnh trn trong khi
cc bin ch bo l hnh vung.
Cc bin ch bo ca X hoc Y c lin kt vi ring tng bin bng
nhng ng thng t bin tim n ti bin ch bo.
Hnh 2.3-1 m t nhng cch m t quan h gia bin v mt trong nhng
bin o lng ca n.
86
M hnh m t quan h cu trc. M hnh cu trc lin quan n xc nh

quan h cu trc gia cc bin n. Xc nh cc mi quan h ny ngha chng ta xc
nh xem c tn ti quan h hay khng. Hai dng quan h c th c gia cc bin l
quan h ph thuc v quan h tng quan.
Quan h ph thuc. Mi tn trc tip m t mt mi quan h ph thuc, tc
ng ca mt bin ln cc bin khc. Trong trng hp o lng, quan h ph
thuc xy ra t cc bin ny n bin khc. Mi tn t ci c trc (bin c lp)
n kt qu (bin ph thuc). Quan h ny c mt t trn hnh 2.2. Phn sau s
tho lun v vn lin quan n vic xc nh mi quan h nhn qu, mt dng
c bit ca quan h ph thuc.
Bin ngoi
sinh X
a. Quan h gia bin v
bin o lng
Bin ni sinh Y
X1
b. Quan h gia bin v cc

bin o lng Bin ni sinh X2
X3
c. Quan h gia hai bin Bin tim n 1 Bin tim n 2

(quan h cu trc)
Bin tim n 1
d. Quan h tng quan gia
cc bin
Bin tim n 2
Hnh 2.1. Mt s loi ph bin ca quan h l thuyt trong m hnh SEM

87
Hnh 2.2. M t trc gic m hnh phng trnh cu trc n gin bng cch
m t bin ngoi sinh n v bin ni sinh n. u tin, mi bin c ch bo l X1
n X4 vi bin ngoi sinh v Y1 n Y4 vi bin ni sinh. Th hai, bin ph thuc
gia bin ngoi sinh v ni sinh c m t bi mi tn gia cc bin.
a. Quan h ph thuc
Bin ngoi Bin ni sinh

sinh
X1 X2 X3 X4 Y1 Y2 Y3 Y4
b. Quan h tng quan
Bin ngoi Bin ni sinh

sinh
X1 X2 X3 X4 X5 X6 X7 X8
Hnh 2.2. Hnh nh th hin m hnh quan h cu trc v

o lng trong m hnh SEM
Quan h tng quan. Trong mt s trng hp, mi tng quan n gin
gia cc bin ngoi sinh c th tn ti, do cc bin ny c quan h tng quan ln
nhau nhng khng phi quan h ph thuc ca bin ny vo mt bin khc.
Hnh 2.2-b m t quan h tng quan. Hai bin c cng cc ch tiu nhng
hai s thay i phn bit so vi phn a. u tin, c hai bin c th l ngoi sinh bi
v khng c quan h ph thuc no c ch ra t mt trong s chng. Th hai, bn
ch bo ca bin th hai c gi l bin X bi v chng tng ng vi bin ngoi
sinh. V vy cch t ch bo t Y1 n Y4 trong m hnh u tin by gi c
gn li l l X5 n X8. Cc bin bn thn khng thay i, m ch thay i
88
nhng thit k trong m hnh. Cui cng, mi tn c thay th bi ng cong i

din cho mt quan h tng quan.
Nh nghin cu xc nh bin l bin ngoi sinh hay ni sinh da trn l
thuyt c th nghim. Mi bin gi li cc ch bo khng thay i, s phn bit
duy nht l v tr ca chng trong m hnh thay i. M hnh phng trnh cu
trc n c th bao gm c quan h ph thuc v quan h tng quan.
Kt hp quan h ph thuc v quan h c lp. S m t mt tp hp cc
mi quan h trong s ng dn c bn lin quan n s kt hp gia quan h
ph thuc v quan h cu trc gia bin ngoi sinh v bin ni sinh. Nh nghin
cu c th xc nh bt c s kt hp cc mi quan h rng cc bng chng l
thuyt cho nhng cu hi nghin cu sp ti. V d sau y m t bng cch no
cc quan h lin quan n c yu t ph thuc v tng quan nh l cung cp c
mi quan h tng quan ln nhau.
QH nhn qu
Bin c lp Bin ph thuc

X1 X2
X1, X2 Y1
Y1
(a)
X1 X2
X1, X2 Y1
Y2
X2, Y1
Y1 Y2
(b)
X1, X2 Y1
X1 X2
X2, Y1 Y2
Y3 Y1 Y2
Y1, Y2
(c)
Hnh 2.3. S mi quan h c lp v tng quan Y3
89
Hnh 2.3 th hin 3 v d v cc mi quan h c m t bi s ng

dn vi cc phng trnh tng ng. Hnh 2.3-3a ch ra mt m hnh 3 bin n
gin: x1, x2 ngoi sinh, quan h vi bin ni sinh y1, ng ni gia x1, x2 th
hin nh hng ca s tng quan qua li gia 2 bin (a cng tuyn) ca d bo.
Ta c th ch ra mi quan h ny thng qua mt phng trnh n c trnh by
trong phn hi quy bi.
Trong hnh 2.3-3b bin ni sinh th 2 y2 c thm vo. Trong hnh ny

phng trnh th hai th hin mi quan h gia X2, Y1 vi Y2, y ta c th thy
vai tr ca m hnh khi c nhiu mi quan h gia cc bin hn. Chng ta cn xem
xt nh hng ca x1 ln y1, x2 ln y1 ng thi l nh hng ca x2, y1 ln y2
nu ta khng c lng c cc nh hng trn ta s khng c lng c cc
nh hng thc t v ring r ca cc nhn t , chng ta s phi lm tng t
tm ra nh hng ca x2 ln y1 v y2. Cc mi quan h s phc tp hn trong hnh
2.3-3c vi 3 bin ph thuc mi bin li c quan h vi cc bin c lp khc, cc
mi quan h ny hai chiu ny c th hin c y2 v y3, phng trnh y2 s
dng d on kt qu ca y3 v ngc li. Khng th biu din cc mi quan h
ng thi ca hnh 2.3-3b v c trong mt phng trnh n. Cc phng trnh n
l cn thit th hin cc bin ph thuc. S cn thit c mt phng php cho
php c lng ng thi cc phng trnh vi nhau s c s dng trong m
hnh phng trnh cu trc.
Tm tt
SEM l k thut a nhn t duy nht cho php c lng phng trnh bi.
Nhng phng trnh ny i din cho phng php xy dng m hnh lin quan ti
cc yu t cn o lng v phng php m hnh ny lin quan ti mt m hnh
khc. V vy, khi s dng k thut SEM kim nh k thuyt cu trc, c th coi
nh vic phn tch nhn t hiu qu v phn tch hi quy trong cng mt bc.
SEM v vy c coi l mt k thut rt ph bin trong khoa hc x hi v nhng
u im vt tri .
90
2.2.4.2 Su bc trong qu trnh xy dng m hnh phng trnh cu trc
Theo Hair, Jr.J.F., Anderson, R.E. , Tatham, R.L. and Black, W.C.(1998)
[17]m hnh phng trnh cu trc bao gm su bc nh sau:
Xy dng m hnh phng trnh cu trc
Xc nh cc bin/cu trc n
Bc1 Cc ch bo no c dung o
tng nhn t ring bit
Pht trin v xc nh r m hnh o lng

Bc 2 To ra cc bin o lng trong m hnh o
V ng biu biu din m hnh o lng
Phng php c lng cc tham s ca m hnh o

Bc 3 nh gi mc y /thch hp ca kch thc mu
La chn phng php c lng v tip cn cc d liu cn thiu
Xc inh gi tr ca m hnh o lng

Bc 4 Xc nh mc ph hp ca m hnh
(GOF)
C
Khng M hnh o lng
Tm kim li thc c gi tr hay Tip tc qu trnh
o v thit k mt khng? kim tra m hnh cu
nghin cu mi trc bc 5 v 6
Ch ra m hnh cu trc
Chuyn i m hnh o lng thnh m hnh
Bc 5 cu trc
Xc nh gi tr ca m hnh cu trc
Bc 6 Tnh ton GOF v ngha, hng i v kch thc
ca tham s cu trc
Tip tc tm kim M hnh cu

m hnh v kin tra trc c gi tr V ra m hnh v
vi d liu mi khng? gii thiu
Khng C
Hnh 2.4. Su bc xy dng m hnh phng trnh cu trc

91
Bc 1: Xc nh tp hp cc ch bo o tng nhn t (bin tim n) ring l

Xy dng tp hp ch bo o lng bin tim n (Operationalizing the
contructs)
Qu trnh ny bt u bng vic xc nh nhng ch bo c lin quan. Vic
xc nh ny sau s cung cp c s cho vic la chn hoc thit k tp hp cc
ch bo cho 1 bin ring l no . Thang o thng dng l thang im Likert .
Vic xc nh tp hp ch bo o tng nhn t c th da trn mt hoc kt hp cc
cch sau:
K tha kt qu t cc nghin cu trc. Trong nhiu v d, tp hp bin
c th c xc nh v thc hin nh lm trong nhng nghin cu trc .
Cc nh nghin cu c th tin hnh tm kim ti liu v nhng bin ring l v xc
nh nhng thang o hot ng tt cc nghin cu trc .
Pht trin cc bin o mi . Bin o lng c th c pht trin. S pht trin
ny ph hp khi nh nghin cu ang nghin cu ci g mi, cha c nghin cu
nhiu trc . Qu trnh pht trin cc tp hp o mi c th rt di v chi tit.
Bc 2: Pht trin v c th ha m hnh o lng
Trong giai on ny, mi bin tim n trong m hnh c xc nh tng
ng vi tp hp ch bo ca tng bin tim n. Mc d mi quan h gia tng tp
hp bin quan st c vi mt tim n v gia cc bin tim n vi nhau c th
c trnh by di dng phng trnh, nhng s n gin hn nu trnh by qu
trnh ny bng biu . Hnh 2.5 m t m hnh o lng 2 bin n gin, vi 4 ch
s lin kt vi mi bin v mi quan h tng quan gia cc bin.
M hnh php o n gin trong Hnh 2.5 c tng s 17 tham s c lng
(nh 8 c lng tc ng (eight loading estimate), 8 c lng sai s, v mt c
lng tng quan gia cc bin). c lng t l tc ng (loading) i vi mi
mi tn kt ni mt bin tim n n bin o lng l mt c lng ca t l tc
ng (loading) ca bin - mc m yu t lin quan n bin.. V trc quan, n
tr li cu hi: mi tn c v u lin kt bin vi bin?
92
Rt nhiu hng i c th khng c ch ra (nh tng quan gia bin

ch bo, h s tc ng ca ch bo (loading of indicator) trn hn 1 bin, vv...).
Trong qu trnh c lng cc h s tc ng khng c ch r ny c t
mc gi tr bng 0, ngha l chng khng c c lng.
Cov C1,C2
C1 C2
L4,1
L1,1 L1,1 L4,1
L3,1 L2,1 L3,1
L2,1
X1 X1 X1 X1 X1 X1 X1 X1
e1 e2 e3 e4 e5 e6 e7 e8
Hnh 2.5. M t trc quan (S hng i) ca m hnh php o
M t chi tit ca m hnh php o cho php hnh dung d dng mi quan h
ca tng bin tim n vi tp hp ch bo o ca n. Tuy nhin, vn c kh nhiu
vn c t ra sau y:
1. C bao nhiu ch s s c s dng cho mi bin? S lng ch s ti
thiu l bao nhiu? C s lng ti a khng? Nhng nu tng hoc gim s ch
bo th s c nhng thay i g?
2. o lng c c cn nhc nh l vic minh ha bin (ngha l n m t
bin) hoc xem nh vic gii thch bin. Mi cch tip cn mang li cch hiu khc
nhau v ci m bin m t.
Bc 3: Thit k m hnh o cc mi quan h
Vi nhng m hnh c bn tp trung vo xy dng hoc o lng cc bin/
yu t, nhng nh nghin cu thng tp trung ch ti nhng vn lin quan ti
nghin cu thit k hoc c lng. Su vn sau s c cp n trong phn
ny bao gm:
93
Thit k m hnh nghin cu

Cc vn cn ch trong qu trnh ny:
1. Cc loi d liu phn tch: hip phng sai v quan h tng quan
2. X l cc d liu khuyt (missing values)
3. Kch thc mu
c lng m hnh:
Bao gm cc vn sau:
1. Cu trc m hnh
2. K thut c lng
3. Cc phn mm thng k thng c s dng
Mt s vn trong thit k m hnh nghin cu
Nh cp n trong phng php phn tch nhn t, cc mi quan h

trong m hnh c xy dng da trn ma trn hip phng sai hoc h s tng
quan gia cc ch bo v cc bin tim n (nhn t). Nguyn tc ca SEM cng da
trn vic phn tch hai loi ma trn ny.
Hip phng sai v h tng quan. Nhng nh nghin cu tin hnh phn
tch theo m hnh SEM trc y thng tranh ci v vic s dng hip phng sai
hoc ma trn quan h tng quan nh mt yu t u vo Hair, Jr.J.F., Anderson,
R.E. , Tatham, R.L. and Black, W.C.(1998) [17]. Ban u, SEM c pht trin da
trn nhng ma trn hip phng sai (v th ngi ta thng gi n vi ci tn l
phn tch cc cu trc hip phng sai). Nhiu nh nghin cu li ng h phng
php s dng h s tng quan nh mt cch n gin hn phn tch v d dng
kt lun hn.
Mt u im ca s dng d liu quan h tng quan trong SEM l tt c

cc gi tr c lng phi nm trong khong t -1.0 ti +1.0, to kh nng d dng
nhn bit nhng c lng khng ph hp hn phng php s dng hip phng
sai v s dng phng php hip phng sai khng c khong gi tr c th.
94
D liu khuyt: C 2 cu hi cn c tr li lin quan ti vic liu vic

thiu d liu c th gy ra nhng vn g:
1. Vic b st d liu y v l hin tng phi ngu nhin , qua cho
php d an v gii thch cc nguyn nhn ca vn ?
2. Trong trng hp phi c nhng cch iu chnh vi d liu b thiu, u
l phng php tip cn tt nht.
D liu khuyt v phng php x l:
Theo Hair, c kh nhiu cch x l d liu khuyt, tuy nhin c hai phng
php c s dng kh nhiu trong SEM l phng php thm bin. Phng php
ny cp ti cch thay th cc gi tr trung bnh ph bin nht s c thm vo
b s liu b b st (thay th) i vi tt c cc bin. Hai cch tip cn ph bin
nht (1) c lng ti u nhng gi tr b khuyt (Maximum Likehood); (2) c
lng gi tr trung bnh v hip phng sai ca tt c cc gi tr trong trng hp
c hin tng b st d liu (EM).
Quy m mu.
C kh nhiu cc tranh lun v qui m mu.Tuy nhin cc tc gi u thng
nht v nm yu t nh hng ti v quy m mu trong SEM bao gm i) S phn
phi s liu a nhn t, ii) K thut c lng, iii) Tnh phc tp ca m hnh, iv)
S lng d liu b b st, v) S lng phng sai sai s trung bnh tng ng vi
cc nhn t khc. Trong tnh phc tp ca m hnh c nh hng rt ln n qui
m mu. Nhng m hnh n gin hn c th c thc hin da trn nhng mu
c quy m nh. Nhng yu t di y s nh hng trc tip ti qui m mu:
1) M hnh vi nhiu bin tim n s cn nhiu tham s c lng hn
2) Phn tch cc nhm a nhn t yu cu quy m mu phi ln cho
tng nhm.
ngha ca quy m mu l rt quan trng trong vic cung cp thng tin v
tnh n nh i vi m hnh SEM.
Trong cc nghin cu ca SEM, c kh nhiu tranh lun xung quanh kin
cn m rng ti a kch thc mu hoc quy m mu cn t nht khong 300
95
quan st. C mt thc t rng, quy m mu cng ln th tnh chc chn ca cc kt

qu a ra s tng ln nhng cc nghin cu cng ch ra rng cc quy m mu c
la chn cn phi da trn tp hp cc nhn t (bin tim n).
Hair, Black, Babin, Anderson v Tatham, 2006, a ra nhng gi sau
y v qui m mu da trn tnh phc tp ca m hnh v c im c bn ca
m hnh:
1) M hnh SEM c di nm bin tim n v mi bin c nhiu hn 3 ch

bo v cao hn (c communalities >0.6), c th s dng nhng mu c kch thc
t 100 n 150 quan st.
2) Nu gi tr commulnalities t khong 0.45 0.55, cc bin trong m hnh

c t hn 3 ch bo, quy m mu s phi >200 quan st.
3) Nu gi tr commulnalities thp hn hoc m hnh bao gm nhng bin

tim n c s ch bo cha xc nh (<3), quy m mu nh nht c th s dng l
300 quan st.
4) Khi s lng cc nhn t >6, mt nhn t no c nhiu hn 3 ch bo,

gi tr commulnalities l nh, quy m mu phi ln hn 500 quan st.
5) Ngoi nhng c im nu, quy m mu s tng trong nhng trng

hp sau:
- S liu khng c tnh chun
- S dng nhng phng php c lng khc
- C trn 10% s liu b b st trong m hnh.
Hn ch trong c lng m hnh
Ngoi nhng hn ch c th gp phi trong cc nghin cu khc, phn tch

SEM cng c mt s hn ch nht nh. Nhng hn ch ny lin quan ti cu trc
m hnh, k tht c lng s dng v chng trnh my tnh s dng phn tch.
Cu trc m hnh Bc quan trng nht trong qu trnh phn tch SEM l
mc quyt nh v lin quan ca cu trc m hnh l thuyt. Hiu c m hnh
96
cu trc k thuyt, ngi nghin cu cn xc nh cc tham s ca m hnh cn

c c lng. M hnh ny thng bao gm cc bin trong SEM th hin di
dng mi quan h ca cc bin.
K thut c lng. Khi xc nh m hnh, ngi nghin cu cn chn m

hnh no s s dng c lng. Ni mt cch khc, nhng thut ton no s
dng c lng cc tham s t do. SEM cng cp mt s kt qu la chon.
Ban u, ngi ta c lng m hnh phng trnh cu trc bng phng

php hi quy bnh phng nh nht. Sau , ngi ta s dng phng php c
lng hp l ti a (MLE) s cho kt qu tt hn v khng chch i vi nhng gi
nh v phn phi chun ca a nhn t. MLE c s dng u tin trong phn
mm LISEL v tr nn ph bin trong hu ht cc chng trnh SEM.
Tt c nhng k thut c lng thay th ngy mt s dng ph bin hn

cng nh k thut tnh ton ca my tnh c nhn tng ln khin cho cc vn tr
nn d dng hn. MLE vn c s dng rng ri v c mc nh trong hu ht
cc chng trnh SEM. Trn thc t cho thy vic vi phm cc gi nh v phn
phi chun l kh ph bin.
Bc 4: nh gi hiu lc ca m hnh o
Sau khi xy dng xong m hnh o vi nhng s liu y , k thut c

lng cng c xc nh, cu hi t ra tip theo s l : Liu m hnh o lng
(bao gm tp hp cc bin tim n) c gi tr?. Tnh chnh xc, mc ngha ca
kt qu ca hnh o ph thuc vo tnh hp l trong m hnh v nhng iu kin c
th cc bin c ngha. Di y l mt s tham s o hiu lc ca m hnh o.
1)Tnh hp l ca m hnh (Goodness Of Fit-GOF) hm rng vic xc

nh m hnh xy dng ma trn hip phng sai gia cc bin nhn t (s ging
nhau ca cc quan st v ma trn hip phng sai c lng c). Khi phng
php o lng hp l u tin c xy dng, nh nghin cu c nhng iu
chnh v pht trin nhng phng php o lng khc c th cho php o lng
mc khc nhau ca s liu c c. Nh vy, s lng cc phng php o
97
lng hp l hin nay c kh nhiu cho cc nh nghin cu la chn. Mi phng

php o lng GOF l duy nht, thng c chia thnh 3 phn: o lng ton
b, o lng phn tng thm, o lng hp l ti thiu. Trong phn sau, chng
ta s cp ti nhng vn c bn trong qu trnh tnh ton phng php o
lng GOF
a. Cc ch s o tnh hp l
Khi cc l thuyt c s dng xc nh mt m hnh m qua c th

c lng cc bin th tnh hp l ca m hnh l thuyt c chng minh thng
qua vic so snh gia m hnh l thuyt vi thc t. Nu cc l thuyt nghin cu
l ng th ma trn hip phng sai c tnh (k) v ma trn hip phng sai quan
st c (S) s phi ging nhau. V th, ma trn hip phng sai c tnh theo cc
m hnh ton hc s c so vi ma trn hip phng sai quan st c a ra
tnh hp l ca m hnh. Hai ma trn ny cng gn nhau th m hnh cng c coi
l hp l.
Khi-bnh phng (Chi-square (x2) GOF. Chnh lch gia ma trn phng
sai (S-k) l gi tr ch yu trong nh gi GOF ca bt k m hnh SEM no. Cng
thc tnh nh sau:
X2 (Chi-square) = (N - 1)(Ma trn phng sai mu quan st - Ma trn

phng sai c lng SEM ) hoc X2 (Chi square) = (N - 1)(S-k)
N l kch c mu tng th. Gi tr X2 b nh hng bi N. Thm ch nu s

chnh lch trong ma trn phng sai khng i, gi tr X2 tng khi kch c mu
tng. Trong khi , ma trn phng sai c lng SEM b nh hng bi c bao
nhiu t do c c lng (s k trong k), v vy t do cng nh hng n
gi tr GOF.
t do (df). Theo cc quy trnh thng k, t do i din cho s thng

tin ton hc sn c cho thng s m hnh c lng. S lng t do i vi mt
phn tch ca mt m hnh cu trc phng sai (SEM) c xc nh bi:
df = [(p)(p + 1)] - k
98
Trong p l tng s bin quan st c v k l tng s thng s c lng

(t do). Chnh lch so snh gia vic tnh ton mc t do tho lun phn u
chng l ci m h da trn tng s quan st i vi cc bin lin quan (v d:
trong hi quy, df bng kch c mu tr i s h s c lng) trong khi tnh ton
SEM th da trn s phng sai v bin duy nht trong ma trn phng sai quan st.
Trong phng trnh trc, [(p)(p + 1)] i din s nhng phng sai di
ng cho cng vi nhng bin trn ng cho.
ngha thng k ca X2. Mt gi thuyt ca SEM l mu quan st v cc

ma trn phng sai c lng SEM l bng nhau, ngha l m hnh ph hp hon
ton. Nu khng phi trng hp hon ton ph hp, gi tr X2 s tng. Bi v gi
tr ti hn ca phn phi X2 c bit, kh nng m bt k mu quan st no v
ma trn phng sai c lng SEM thc s bng nhau trong mt tng th nht nh
c th c tm thy. Kh nng ny l gi tr p truyn thng kt hp vi th nghim
thng k tham s. Chng trnh phn mm SEM cung cp c gi tr tnh ton X2 v
gi tr p, v vy ngi s dng khng phi thc hin tnh ton ny.
Trong nhng nghin cu khc, gi tr p nh hn (nh hn .05) thng c

mong i ch ra rng mi quan h l tn ti. Vi th nghim GOF X2 trong
SEM, gi tr p cng nh, c hi m mu quan st v ma trn phng sai c lng
SEM khng bng nhau cng ln. V vy vi SEM, nn c mt gi tr X2 nh (v
tng ng vi gi tr p ln) kt lun c khng c chnh lch ngha thng k
gia cc ma trn.
b. Cc ch s nh gi mc ph hp tuyt i ca m hnh
Nhng ch s ph hp tuyt i l thc o trc tip m hnh c xy

dng m phng tt hay khng cc mi quan h thc t. Ch s ph hp tuyt i
cung cp s nh gi c bn nht v mc ph hp gia l thuyt ca cc nh
nghin cu vi d liu mu. Tuy nhin, chng khng so snh r rng GOF ca m
hnh c ch ra vi cc m hnh khc. Gn nh l mi m hnh c nh gi c
lp vi cc m hnh khc.
99
Gi tr khi bnh phng: Ch s ph hp tuyt i c bn nht l X2 (Chi

square). y cng l cng c o mc ph hp c tnh thng k duy nht da trn
SEM. Thng k X2 c 2 thuc tnh ton hc kh gii quyt trong cch s dng ca
n nh l mt thc o GOF. Th nht, xem li rng thng k X2 l mt hm ton
hc ca kch thc mu (N) v s chnh lch ca hai ma trn hip phng sai. Khi
N tng ln th gi tr X2 tng ln. Th hai thng k X2 cng dng nh tr nn ln
hn khi s cc bin i tng tng ln. Do gi nh cc nhn t khc khng i,
ch thm cc ch bo vo m hnh s lm cho gi tr X2 tng ln.
V l do , phn tch X2GOF rt kh s dng nh l ch dn duy nht

ca s ph hp SEM. Nhng nh nghin cu pht trin nhiu thc o s ph
hp c th thay th cho X2 iu chnh thin lch ca ch s ny i vi cc mu
ln v phc tp.
Ch s ph hp (Goodness of Fit Index) GFI

Ch s ny c a ra kim tra s ph hp m hnh m t chu nh
hng ca kch thc mu. Mc d N khng c tnh n trong cng thc, ch s
thng k ny vn b nh hng bi kch thc mu mt cch gin tip do N tc
ng ln phn phi mu. Trong dy gi tr ca GFI t 0 n 1 cc gi tr ln hn
cho ta s ph hp tt hn. Gi tr GFI ln hn .90 c coi l tt (Hair, 2006)
CFI C d = 2 - df trong df l t do ca m hnh. Ch s o ph hp
tng i (Comparative Fit Index) bng d (m hnh thc t) d (m hnh xut)/d
(m hnh thc t)
Nu ch s ny ln hn 1 s c lm trn thnh v nu nh hn 0 s c
lm trn thnh 0. Gi tr CFI cng gn 1 cng tt, trong nu CFI ln hn 0.9
c coi l m hnh c s ph hp cao.
Xp x trung bnh cn sai s (Root Mean Square Error of
Approximation) RMSEA
Mt thc o khc a ra b sung cho X2 GOF l RMSEA, phn nh mt
m hnh c ph hp thc t hay khng. Gi tr RMSEA thp hn cho thy s ph
hp cao hn. Do vy y l ch s nh gi s khng ph hp.
100
Cu hi cn t ra l u l ch s RMSEA tt. Cc nghin cu trc y

ch ra gi tr di 0.10 cho tt c cc m hnh c chp nhn. Kinh nghim ch ra
rng RMSEA l ph hp nht o s ph hp ca m hnh khi kch thc mu tr
nn ln hn. Kch thc mu trn 500 tr li c coi l ln.
Hoelter Index Ch s ny ch nn s dng nu chi square nh hn 0.05.
Cng thc nh sau:
(N - 1)X2(crit)
+1
X2
Trong N l c mu, X2 l k hiu chi bnh phng ca m hnh v X2
(crit) l gi tr ca p tng ng vi chi bnh phng. Nu p khng bit, c th s
dng cng thc gn ng sau:
[1.645 + (2df - 1)]2
+1
2X2/(N - 1)
Trong df l t do ca m hnh. Ch s ny ch ra c mu ti Chi
bnh phng s khng c ngha. Hoelter xut h s ny thp nht 200, tuy
nhin c ngi li chp nhn mc 150 (Denny, 2006). Gi tr nh hn 75 ch ra m
hnh c s ph hp rt km.
Ni chung s dng 3 hoc 4 ch s cho ta chng c xc thc v m hnh ph
hp. Nghin cu ny gi a ra 1 b ch s chung cho hu ht cc trng hp l
CFI, TLI, RNI, Gamma Hat, SRMR v RMSEA.
Khi nh gi m hnh khng cn c tt c cc ch s ph hp v s rm r
gia chng. Tuy nhin nh nghin cu nn c t nht mt ch s gia tng v mt ch
s tuyt i thm vo gi tr X2 v mc t do lin quan. t nht 1 ch s l ch s
ph hp khng tt. Mt m hnh a ra gi tr X2 v mc ph hp tt, CFI v
RMSEA s cung cp thng tin h tr tt cho vic nh gi m hnh. Khi so snh m
hnh vi s phc tp thay i nn thm vo ch s PNFI. Nhng chng c khc cho
thy p dng mt ch s ph hp tt duy nht yu cu gi tr t.95 tr ln khng tt
hn l m hnh n gin s dng mt kim tra X2GOF duy nht.
iu chnh gi tr ngng da trn c im m hnh
Bng 2.7 cho mt vi hng dn s dng cc ch s trong cc tnh hung
khc nhau. Hng dn ny trc ht da vo nghin cu kch thc mu, s phc
tp, mc sai lch khc nhau trong m hnh kim tra cc ch s ny cho ra kt
101
qu ph hp nh th no. Mt im quan trng ca cc kt qu ny l cc m hnh

n gin, kch thc mu nh s b nh gi kht khe hn. M hnh phc tp hn
nhng kch thc mu nh hn c th i hi tiu chun t kht khe hn vi cc ch
s nh gi.
S dng ch s so snh m hnh
Mc d kim tra mt cch tuyt i mt m hnh c ph hp hay khng s
c nhng kh khn nht nh nhng s d dng hn nhiu khi kim tra mt m hnh
tt hn m hnh khc hay khng. Cc ch s bng 2.3-2 th hin r vic phn bit
mi quan h hn km ca cc m hnh 2 m hnh c cng mc phc tp nhng
m hnh vi CFI bng .95 s ph hp hn l m hnh vi CFI bng .85, c bit
trng hp cc m hnh lng nhau. Mt m hnh c coi l lng vo m hnh khc
bng vic tng hay gim mi tng quan, tng gim cc ng biu din.
Bng 2.7. Qua cc tnh hung ca m hnh, ch ra c im cc ch s ph hp tt:

N < 250 N> 250
S lng m<=12 12<m<30 m>=30 m<=12 12<m<30 m>=30
bin
Thng
k
X2 (Khi Khng c C C Khng c C C
bnh ngha. ngha. P- ngha ngha ngha ngha
phng- p-ga tr ga tr c p-gi tr p- gi tr p- gi tr p- gi tr
Chi c th cho ra c th c th cho c th c th
square) mong i Kt qu c kt qu c c
thm ch mong i vi ph mong i mong i
vi ph hp tt
hp tt
CFI hoc .97 hoc .95 hoc Trn .92 .95 hoc Trn .92 Trn .90
TLI tt hn tt hn tt hn
RMSEA Gi tr Gi tr Gi tr Gi tr Gi tr Gi tr
<.08 vi <.08 vi <.08 <.07 vi <.07 <.07
CFI =.97 CFI .95 Vi CFI CFI =.97
vi CFI vi CFI
hoc cao hoc cao trn .92 hoc cao
.92 hoc .90 hoc
hn hn hncao hn cao hn
Ghi ch: N: s lng mu quan st, m s lng cc quan st mi nhm khi
p dng CFA vo cc nhm phc tp cng mt thi im.
102
Tm tt:
Bc 4 gii thiu cc th tc s dng thit lp nn gi tr ca m hnh o
lng. S ph hp l mt tiu chun hu ch trong vic nh gi gi tr ca mt m
hnh, nhng nh gi mc ph hp khng phi l mt vn n gin. Rt nhiu
cc ch s khc c xy dng. Khng c gi tr Cutoff tuyt i tn ti trong
cc ch s m c th phn bit m hnh tt hay khng. iu l r rng, tuy
nhin mt m hnh n gin hn yu cu tiu chun kht khe hn l mt m hnh
phc tp.
Bc 5: Xy dng M hnh cu trc

Xc nh m hnh o lng (v d: ch nh cc bin ch s cho cc xy dng
m n i din) l mt bc quyt nh trong vic pht trin mt m hnh SEM.
Vic ny c hon thnh trong Bc 2. Bc 5 bao gm vic xc nh m hnh
cu trc bng vic nh ra mi quan h ca mt bin tim n vi mt bin tim n
khc da trn m hnh l thuyt xut. S xc nh m hnh cu trc tp trung vo
s dng kiu lin h Hnh minh ho 2.3-1c miu t gi thuyt cu trc ca m
hnh nghin cu. Ni cch khc, mi lin h ph thuc no tn ti gia cc xy
dng? Mi gi thuyt m t cho mt mi tng quan ring cn phi c xc nh.
Trong vic xc nh mt m hnh cu trc, cn phi la chn bin tim n

no tr thnh nguyn nhn v bin no l kt qu. Trong v d v nghin cu dch
v hng khng trn khng, s hi lng tng th ca hnh khch l bin kt qu v
cc nguyn nhn l cc bin tim n gm c cht lng tip vin (cht lng chc
nng); cht lng k thut (bao gm cht lng n ung, cht lng gii tr, cht
lng sch bo, vvv). Da trn cc l thuyt cp chng 1, cc tng quan cu
trc c th c gi nh nh sau:
H1: Cm nhn v gi c quan h m i vi s hi lng ca hnh khch
H2: Cm nhn v cht lng ca nhn vin thc hin dch v c quan h
dng i vi s hi lng ca hnh khch
H3: Cm nhn v cht lng cc yu t k thut c quan h dng i vi s
hi lng
103
Nhng mi tng quan ny c th hin trong hnh minh ho 2.3-5 c th

hin bng mi tn
ni t cc bin ny n s hi lng ca hnh khch.
E E E E
X1 X2 X3 X4
Gi
(e1) H1
H2 H4
Dvch
Dv chc Hi lng Th phn (n2)
c nng
nng KH (n1)
H3
Dv k Y1 Y2 Y3 Y4 Y5 Y6 Y7 Y8
thut
E E E E E E E E
Hnh 2.6. ng biu hon chnh th hin Mi quan h cu trc gi thuyt

c xc nh v Xc nh o lng hon chnh.
Nhng s tng quan ny c th hin Hnh 2.3-5 th hin vi mi tn
ni t cht lng chc nng n s hi lng ca khch hng, v c k hiu l H2.
Tng t vi H1 v H3. Cc ng cu trc xc nh th hin cho mi tng quan
gia cc bin tim n cho mi mi lin h c gi thit. ng quan h khng
c v gia 3 bin tim n nguyn nhn vi gi thit mi quan h l khng trc
tip. Do vy cc mi lin h tr thnh bng 0.
104
Mc d bc ny tp trung vo m hnh cu trc, s c lng m hnh

SEM i hi c vic xc nh o lng. Nh vy cc ng biu s ng thi
th hin c bc o lng v bc cu trc ca SEM trong mt m hnh gp chung.
Cc ng biu trong Hnh 2.3-5 th hin khng ch th hin hon chnh
1 tp hp cc nhn t v cc ch bo trong m hnh o lng, n cn p t mt mi
lin h cu trc gia cc bin tim n. M hnh c th hon ton dng cho vic c
lng tnh ton.
Bc 6: nh gi gi tr ca m hnh cu trc
y l bc cui cng, trong bc 6 ny mc s kim tra gi tr ca m hnh
cu trc v mi quan h gi thuyt tng ng (H1-H2). Mt m hnh o lng
khng vt qua c kim tra gi tr bc 4 th khng c xem xt n cc
bc 5 v 6. Nu nh m hnh o lng vt qua c kim tra ca bc 4 c
ngha l m hnh c gi tr, c th tip tc kim tra gi tr ca cc mi lin h
cu trc.
C 2 s khc nhau rt quan trng ny sinh khi kim tra s ph hp ca m
hnh cu trc lin quan ti m hnh o lng. Th nht, mc d s ph hp ca m
hnh gp phi c thit lp, cc m hnh c th chuyn i hoc cnh tranh vn
c so snh nu la chn tip cn cc m hnh . Th 2 l tham s c c
lng c tm quan trng c bit vi mi lin h cu trc, bi v kinh nghim cho
thy n cung cp cc bng chng lin quan ti mi quan h gi thuyt c miu t
trong m hnh cu trc.
nh gi tnh hiu lc (gi tr) ca m hnh cu trc
Quy trnh tnh ton cc tham s o tnh hiu lc ca m hnh cu trc c
lm nh hng dn trong bc 4. M hnh o lng chp nhn tt c cc nhn t
tng quan vi cc nhn t khc (mi lin h tng quan). Trong mt m hnh cu
trc s lin h gia mt s nhn t c coi nh bng 0. Do vy, hu ht cc m
hnh SEM, X2 GOF cho m hnh o lng s nh hn l X2 GOF cho m hnh cu
trc. Khi gi tr X2 GOF khc nhau, s ph hp ca m hnh cu trc phi c
nh gi li.
105
S ph hp ca m hnh cu trc c th c xc nh bng cch s dng

cng cc tiu chun ging nh m hnh o lng: s dng gi tr X2 cho m hnh
cu trc, mt ch s tuyt i, mt ch s gia tng, mt ch s ph hp tt v mt ch
s ph hp khng tt. Nhng thc o ny xc nh gi tr ca m hnh cu trc
nhng vn nn so snh gia ph hp ca m hnh cu trc vi m hnh o lng.
Nhn chung, m hnh cu trc GOF cng gn vi m hnh o lng th mc ph
hp ca m hnh cu trc cng tt hn bi v s ph hp m hnh o lng cung
cp mt gii hn trn i vi GOF ca mt m hnh cu trc quy c
S cnh tranh gia cc m hnh
Trn y cp v s tn ti ca cc m hnh cnh tranh nh l mt cch
tip cn trong phng php SEM. C th c nhiu m hnh biu din quan h gia
cc nhn t. Gia cc m hnh c hiu lc, m hnh no ph hp nht vi l thuyt
c ng h hn. So snh m hnh c th c thit lp bng nh gi s khc nhau
trong ch s ph hp gia tng (PNFI) hoc ch s ph hp chi tit cng vi s khc
nhau trong gi tr X2 GOF cho mi m hnh.
Nh phn trc ni cc m hnh bng nhau c th a ra c cng 1 ma
trn hp bin c lng. Do vy mi m hnh a ra, d l vi ph hp tt, ch l 1
gii thch c tnh tim nng; cc cch sp xp khc theo kinh nghim c th ph hp
nh nhau.Ni cch khc ph hp theo kinh nghim tt khng chng minh rng 1
m hnh a ra l cu trc ng duy nht. Thng k s ph hp c chp thun
cng lun c mong i nhng tuy nhin cng phi nhn thy mt iu quan
trng l mc d mt thng k ph hp tt c tm thy th vn cn c nhng m
hnh khc c th biu din d liu thu thp c thm ch cn tt hn.
Tm tt chng 2
Trong chng hai, tc gi cp n ba phng php nghin cu quan h
tng quan v quan h ph thuc thng c s dng trong nghin cu cht lng
dch v v s hi lng ca khch hng. Ba phng php l hi qui bi; phn tch
nhn t v phng php m hnh cu trc. Hi qui bi c th c s dng khi
nghin cu v mc nh hng ca mt s bin c lp ln mt bin ph thuc,
106
trong iu kin s bin c lp khng qu ln v khng c quan h tng quan vi

nhau. Phng php nhn t c s dng trong iu kin s lng bin c lp ln
v c quan h tng quan cht ch vi nhau, dn n s cn thit phi gim s bin
c lp bng cch nhm mt s bin c lp c quan h tng quan cht ch vi
nhau thnh mt nhn t i din. Tuy nhin phng php ny khng cho php
nghin cu quan h nhn qu. Mun bit nh hng ca tng nhn t i din ln
mt nhn t kt qu thi cn s dng kt hp vi phng php hi qui bi. Phng
php SEM khc phc c nhc im trn ca phn tch nhn t, v trn thc t,
c pht trin da trn c s ca phn tch nhn t. M hnh o lng trong SEM
chnh l vn dng phn tch nhn t a ra cc tp hp ch bo o mt nhn t
ai din, v tp hp cc nhn t i din l cc yu t nh hng n mt nhn t
kt qu ang c nghin cu, chng hn nh cht lng dch v cm nhn ca
khch hng. M hnh cu trc cho php ch ra nh hng ca tng nhn t i din
n nhn t kt qu, cng ca mi quan h v t c th d bo bin ng
ca nhn t kt qu nu c bin ng ca cc nhn t nguyn nhn. Trong chng
ba tc gi s vn dng kt hp cc phng php ny nghin cu nh hng ca
tng nhn t n cht lng dch v mt t v trn khng ca hng Hng khng
quc gia Vit Nam.
107
Chng 3
VN DNG CC PHNG PHP THNG K NGHIN CU
CC NHN T NH HNG CHT LNG DCH V MT T
V TRN KHOANG CA HNG HNG KHNG QUC GIA
VIT NAM (VNA)
Trong chng ny tc gi s p dng ba phng php: hi qui a bin; phn

tch nhn t (s dng SPSS) v SEM (s dng AMOS) tm ra mi quan h gia
cht lng dch v cm nhn theo tng yu t cu thnh v cht lng tng th, t
a ra cc kin ngh nhm gip VNA tp trung vo ci thin nhng yu t c
nh hng ln n s hi lng ca khch hng. Phn trnh by s gm hai phn i)
m hnh l thuyt v cc gi thuyt v quan h nhn qu gia cc nhn t nh
hng n s hi lng ca khch hng v s hi lng ca khch hng v ii) m hnh
thng k biu hin mi quan h nhn qu gia cc nguyn nhn v kt qu (s hi
lng ca khch hng). Khi vn dng cc phng php phn tch nhn t v SEM
phn tch, tc gi s i qua 2 bc i) xy dng m hnh o, trong cc bin
tim n s c o thng qua mt tp hp cc bin quan st trc tip gn vi
tng bin tim n v ii) quan h nhn qu gia cc bin tim n v s hi lng
ca khch hng.
Cc phng php thng k s c p dng phn tch cc nhn t nh
hng n s hi lng ca khch hng v dch v mt t v dch v trn my bay.
3.1. M HNH L THUYT V CC NHN T NH HNG N
S HI LNG CA KHCH HNG
Nh trnh by trn, chng ny phn tch s hi lng ca khch hng
trong mi quan h vi cc nhn t nh hng. Hai s hi lng s c s dng nh
l nhn t kt qu gm c s hi lng vi cht lng dch v mt t v s hi lng
vi cht lng dch v trn khoang my bay.
Chng mt cp n vic qun tr cht lng theo qui trnh cung ng
v qun tr theo cht lng k thut v cht lng chc nng. Trong chng ny,
108
tc gi s p dng cc l lun ny vo thc tin qun tr cht lng dch v hnh

khch ti VNA nh sau:
Cc m hnh nghin cu cc nhn t nh hng n cht lng chung v
dch v mt t 2 m hnh i) nh hng ca cc nhn t theo qui trnh cung ng
dch v bt u t check-in ti sn bay, i v ra my bay ii) nh hng ca cc
nhn t cu thnh dch v bao gm cht lng chc nng (tip vin) v cht lng
k thut. Cht lng k thut bao gm thi gian i ti quy check-in, trt t ti khu
vc check-in; s r rng ca thng bo mi ra my bay v s thun tin ca vic ra
my bay. Cht lng chc nng gm c cht lng ca nhn vin ti khu vc
check-in v hng dn ra my bay.
i vi s hi lng v dch v trn khoang, tc gi s dng mt m hnh
trong cht lng cm nhn tng th l kt qu, v cc nhn t nh hng gm c
cht lng k thut v cht lng chc nng. Cht lng k thut bao gm tin
nghi trn my bay, cht lng v sinh trn my bay; cht lng gii tr; cht lng
tp ch v cht lng n ung. Cht lng chc nng l cht lng ca tip vin
c phn nh trn cc mt: tnh chuyn nghip, s lun c mt lc cn v thi
ca tip vin.
3.2. P DNG PHNG PHP HI QUI BI NGHIN CU
CC NGUYN NHN NH HNG N CHT LNG DCH V
HNG KHNG
3.2.1. p dng phng php hi qui bi nghin cu mi quan h gia
cc bin nguyn nhn vi cht lng dch v mt t
3.2.1.1. Tm tt v cuc iu tra v cht lng dch v mt t
Hnh thc thu thp thng tin l bng hi. Cc bng hi c chiu i vin
pht cho cc hnh khch trn cc chuyn bay ni a v quc t trong nm 2006.
Tng s phiu thu v l 5120 phiu, trong c 3639 phiu hp l c th a vo
phn tch.
M t cc bin v mi lin h gia cc bin
109
M hnh hi qui bi nghin cu mi quan h nhn qu gia bin ph thuc

cht lng chung v dch v mt t (cau81) vi tp hp 12 bin c lp nh sau:
Cau 64: Thi gian xp hng ch lm th tc check-in, s dng thang o t 1-
7, trong 1 l rt lu v 7 l rt nhanh.
Cau67a: Thi lch s nh nhn ca nhn vin, s dng thang o t 1-7
Cau 67b: Kh nng hiu v nm bt nhu cu mt cch chnh xc, s dng
thang o t 1-7
Cau 67c: S nhit tnh chu o, sn sng khi phc v, s dng thang o t 1-7
Cau 67d: Hng dn chung v th tc cn c thc hin ti sn bay khi
khch c nhu cu, s dng thang o t 1-7.
Cau 68: nh gi chung v th tc check-in, thang o 1-7
Cau 66: Trt t ca khu vc xp hng lm th tc check-in, s dng thang
o t 1-7, trong 1 l rt mt trt t v 7 l rt trt t.
Cau 7a: Thi lch s nh nhn ca nhn vin, s dng thang o t 1-7
Cau 7b: S r rng ca thng bo mi ra my bay, s dng thang o t 1-7
Cau 7c: S y chu o, sn sng ca nhn vin khi hng dn v qui
trnh, th tc ra my bay, s dng thang o t 1-7
Cau 7d: S tin li ca qu trnh hnh khch i t phng ch ra my bay, s
dng thang o t 1-7
Cau 7e: nh gi chung v th tc ra my bay, s dng thang o t 1-7
3.2.1.2 Kt qu nghin cu
Bng 3.1. Model Summary
Model R R Bnh R bnh phng Sai s c lng

phng iu chnh
10 .812(j) .659 .658 .7669
Cc bin c lp : Cau7e_1, cau68_1, cau66_1, cau7b_1, cau7a_1, cau67d_1,

cau67a_1, cau7c_1, cau7d_1, cau64_1
SPSS a ra 10 m hnh, trong m hnh th 10 c h s quyt nh
iu chnh ln nht (0.658) v sai s m hnh nh nht (0.7669) (xem bng 3.1 Ph
110
lc 2). M hnh ny c bin ph thuc l mc hi lng tng th (cau81) v cc

bin c lp gm c 10 bin nguyn nhn a vo m hnh, hai bin b loi l
cau 67b v cau 67c. Nh vy vi h s quyt nh iu chnh l 0.658, m hnh ny
gii thch c 65,8% s bin ng v mc hi lng chung ca khch hng v
dch v mt t.
Bng 3.2. ANOVA(k)
Tng
Bnh qun
bnh
M hnh t do bnh phng
phng F Sig.
(df) (Mean
(Sum of
Square)
Square)
10 Regression 4122.226 10 412.223 700.852 .000(j)
Residual 2133.895 3628 .588
Total 6256.121 3638
Phn tch ANOVA cho thy sig.F xp x 0, nh vy c th kt lun c mi
quan h thc t gia cc bin nguyn nhn trong m hnh vi bin kt qu mc
hi lng tng th.
Bng 3.3. Cc h s
H s chun
H s khng chun
ha
ha (Unstandardized t Sig VIF
M hnh (Standardized
Coefficients)
Coefficients)
B Std. Error Beta
(Constant) .003 .067 .052 .958
cau7e_1 .258 .030 .245 8.733 .000 8.373
cau68_1 .141 .024 .135 5.925 .000 5.528
cau66_1 .081 .013 .091 6.336 .000 2.211
cau7b_1 .101 .023 .096 4.304 .000 5.277
cau7a_1 .087 .015 .092 5.840 .000 2.626
cau67d_1 .066 .020 .068 3.343 .001 4.375
cau67a_1 .076 .020 .075 3.783 .000 4.140
cau7c_1 .080 .023 .079 3.434 .001 5.612
cau7d_1 .053 .019 .055 2.704 .007 4.408
cau64_1 .026 .011 .034 2.515 .012 1.917
111
M hnh ny c 10 bin c lp, trong tt c cc bin u c sig t gn

bng 0 (khng tnh n h s t do sig t l 0.958). Nu ly mc ngha kim nh
0.01, tt c cc bin ny c chp nhn a vo m hnh. Tuy nhin, phn tch a
cng tuyn thng qua h s VIF cho thy bin cau 7e; cau 68; cau 7b; va cau 7c c
h s VIF qu ln. iu c ngha l cc bin ny c mc tng quan qu cao
vi cc bin nguyn nhn cn li. Do vy nhng bin ny nn loi ra khi danh sch
cc bin nguyn nhn ca m hnh.
Su bin cn li c th t nh hng nh sau:
S nh nhn ca nhn vin lm th ra my bay (cau 7a) c mc nh
hng ln nht n mc hi lng chung, tip l trt t ca khu vc xp hng
lm th tc check-in (cau 66). Hai bin v thi ca nhn vin l s sn sng
hng dn qui trnh ra my bay v s nh nhn, lch s ca nhn vin check-in c
nh hng mc yu hn, v hai bin c nh hng yu nht l s tin li ca
vic i t phng ch ra my bay v thi gian ch lm th tc check-in. Nh vy thi
ca nhn vin mt t v nhn vin hng dn t phng ch ra my bay c nh
hng kh ln n nh gi chung v cht lng dch v mt t.
3.2.2. p dng phng php hi qui bi nghin cu mi quan h gia
cc bin nguyn nhn vi cht lng chung v dch v trn khng
3.2.2.1Tm tt v cuc iu tra v cht lng dch v trn khoang my bay
Hnh thc thu thp thng tin l bng hi. Cc bng hi c chiu i vin
pht cho cc hnh khch trn cc chuyn bay ni a v quc t nm 2006. Tng s
phiu thu v l 5111. Tuy nhin, sau khi nhp v lm sch d liu, s phiu hp l
c a vo phn tch ch cn li l 733 phiu. Kt qu phn tch phn di y
da vo s liu ca 733 phiu ny. Ton b ni dung cu bng hi c th c xem
ph lc 1.
M hnh l thuyt
M hnh ny c xy dng da trn gi thuyt l mc hi lng tng th
ca hnh khch ph thuc vo mc hi lng ca tng yu t cu thnh nn dch
v. Thng tin c th v cc bin trong m hnh nh sau:
112
Bin ph thuc:
Cau111_1: Cht lng chung v cht lng dch v trn khng
Cc bin c lp:
Cau4a_1: S rng ri, thoi mi ca gh ngi
Cau4b_1: ng thn gh
Cau4c_1: Mc tin li khi s dng cc thit b ti gh ngi
Cau4d_1: S rng ri ca ch chn
Cau4e_1: S sch s trong khoang hnh khch
Cau4f_1: S sch s ca gh ngi
Cau4g_1: S sch s trong bung v sinh
Cau4h_1: Cm gic trong sch, d chu ca bu khng kh trong my bay
Cau5a_1: Thi thn thin,chn thnh ca tip vin
Cau5b_1: S nh nhn, lch s khi giao tip
Cau5c_1: S nhit tnh, chu o phc v hnh khch
Cau5d_1: Thi nghim tc khi lm vic
Cau5e_1: Lun sn sng phc v khi qu khch yu cu
Cau5f_1: Din mo, trang im
Cau5g_1: S chnh t ca trang phc
Cau5h_1: Tnh chuyn nghip khi lm vic
Cau5i_1: Hin din thng xuyn trong sut chuyn bay
Cau5j_1: Cung cp thng tin nu qu khch yu cu
Cau6a_1: Cch pht m ca tip vin c bn pht thanh
Cau6b_1: S tri chy khi c pht thanh
Cau6c_1: S y ca thng tin c thng bo t phi hnh on
Cau6d_1: S y , d hiu ca thng tin hin th trn video
Cau73a_1: S lng thc n
Cau73b_1:Hnh thc by bin cc mn n
Cau73c_1: Hng v cc mn n
Cau86_1: Nhn xt tng th v cht lng ung trn my bay
113
Cau95a_1: Ni dung bi vit ca tp ch Heritage

Cau95b_1: Hnh thc trnh by ca tp ch
Cau96_1: Cht lng chung ca tp ch trn my bay
Cau102a_1: Kh nng la chn chng trnh phim theo s thch
Cau102b_1: Cht lng m thanh, hnh nh trnh chiu
Cau 102c_1: Kh nng la chn knh m thanh theo s thch
Cau102d_1: Cht lng m thanh phc v
3.2.2.2 Kt qu nghin cu
Bng 3.4. Tm tt m hnh
Cc thng k thay i (Change Statistics)

H s
H s quyt Sai s mu Thay i
M quyt nh iu (Std. Error ca h s H s F
hnh nh (R chnh of the
quyt thay i Sig. F
Square) (Adjusted Estimate) t do t do
nh (R (F Change
R Square) (df1) (df2)
Square Change)
Change)
9 .513 .508 .8813 -.002 2.518 1 724 .113
Cc bin c lp : Cau5c_1, cau102b_1, cau86_1, cau4f_1, cau96_1,

cau4c_1, cau73c_1
M hnh s 8 (xem bng 3.4 y trong ph lc 2) c h s quyt nh iu
chnh ln nht v sai s m hnh nh nht vi sig F change =0.045 nh hn 0.05.
Vi h s quyt nh 0.508 m hnh ny chim ti 50.8% s bin ng ca cht
lng chung ca dch v trn khoang.
Bng 3.5. ANOVA(j)
( Bnh qun
M hnh Tng bnh t ca bnh
phng (Sum do) phng F Sig.
of Squares) (Mean
Df Square)
8 Regression 595.019 8 74.377 95.957 .000(h)
Residual 561.180 724 .775
Total 1156.198 732
114
Sig F= .000 cho php bc b gi thuyt khng tn ti quan h gia cc

nguyn nhn v kt qu. Ni cch khc, c nh hng ca cc bin nguyn nhn
ang nghin cu n bin kt qu.
Cc tham s ca m hnh nh sau:
Bng 3.6. H s (a)
Cc h s khng
H s chun ha
chun ha
(Standardized
(Unstandardized
M hnh Coefficients) t Sig
Coefficients)
Sai s
B Beta
chun
Hng s
.102 .202 .504 .614
(Constant)
cau5c_1 .263 .035 .263 7.498 .000
cau102b_1 .161 .026 .190 6.236 .000
cau86_1 .179 .039 .157 4.626 .000
cau4a_1 .054 .034 .062 1.587 .113
cau4f_1 .091 .034 .092 2.649 .008
cau96_1 .092 .037 .081 2.500 .013
cau4c_1 .063 .031 .078 2.014 .044
cau73c_1 .069 .034 .066 2.006 .045
Trong m hnh cn li 8 bin, tuy nhin cau4a_1 c sig t qu cao, 0.113 do

vy cn loi khi m hnh.
Cc bin cn li trong m hnh gm c:
Cau 4c_1:Mc tin li khi s dng cc thit b ti gh ngi
Cau 5c_1: S nhit tnh, chu o phc v hnh khch
Cau86_1: Cht lng chung ca ung
Cau96_1: Cht lng chung ca tp ch trn my bay
Cau102b_1:Cht lng m thanh, hnh nh trnh chiu
So snh tham s B cho thy mc nh hng ca cc nhn t nh sau:
115
nh hng mnh nht n cht lng chung l s nhit tnh, chu o ca

tip vin. Tip sau l cht lng ung v cht lng m thanh v hnh nh
trong cc phim v chng trnh gii tr. ng th t l s sch s ca gh ngi v
tp ch vi tham s gn ging nhau, .91 v .92. Cui cng l hng v ca mn n
v mc tin li khi s dng cc thit b ti gh ngi. Nh vy, tng t nh kt
qu nghin cu v cc yu t nh hng cht lng dch v mt t, s tn tnh chu
o ca nhn vin li mt ln na c nh hng rt quan trng n vic nh gi
cht lng chung ca hnh khch.
3.3. P DNG KT HP PHN TCH NHN T V PHNG
PHP M HNH PHNG TRNH CU TRC (SEM) NGHIN CU CC
YU T NH HNG CHT LNG DCH V HNH KHCH MT
T V TRN KHNG
3.3.1. p dng phn tch nhn t v SEM nghin cu cc yu t nh
hng cht lng dch v hnh khch mt t
Trong phn ny tc gi s p dng SEM nghin cu cc yu t nh hng
cht lng dch v mt t theo 2 m hnh i) m hnh theo qui trnh v ii) m hnh
theo cc yu t thuc cht lng k thut v cht lng chc nng.
3.3.1.1 M hnh cc yu t nh hng theo qui trnh
Trong m hnh ny bin kt qu l cht lng tng th dch v mt t dch
v mt t, c k hiu CLTTMD. Ch bo nh gi CLTTMD tng ng vi
cau8.1 trong phiu hi, tng ng vi bin cau81_1 trong tp d liu.
Cc bin tim n nguyn nhn gm c:
Bin cht lng dch v check-in, c k hiu l clci. y l mt bin tim
n c cu thnh bi hai bin tim n khc l mc hi lng v khu vc check-in
v mc hi lng vi nhn vin lm th tc check-in. Cc bin quan st c
dng lm ch bo o mc hi lng vi khu vc check-in gm c cau64_1:
thi gian ch lm th tc check-in v cau 66_1: trt t ca khu vc check-in. Cc
ch bo o mc hi lng vi thi ca nhn vin check-in gm c i) cau67a_1
thi lch s nh nhn ca nhn vin ii) cau67b_1 s nhit tnh chu o sn sng
116
phc v; iii) cau67c_1 kh nng lm vic nhanh gn thnh tho v iv) hng dn v
cc th tc phi thc hin ti sn bay nu qu khch c yu cu.
Bin nguyn nhn th hai nh hng n cht lng chung vi dch v mt
t l cht lng ca th tc ra my bay, c vit tt l ttmb. y l mt bin
tim n c o bng 5 ch bo i) cau7a_1 S r rng ca thng bo mi ra my
bay; ii) cau7b_1Thi lch s, nh nhn ca nhn vin hng dn; iii) cau7c_1
S y , chu o trong hng dn ca nhn vin v qui trnh th tc bay; iv)
cau7d_1 s tin li ca qu trnh i t phng ch ra my bay v v) nh gi
chung v th tc ra my bay.
3.3.1.2 M hnh o cc cc nhn t nh hng cht lng dch v mt t
3.3.1.2.1 Kt qu kim tra m hnh o
Bc 1: Xy dng tp hp ch bo cho tng bin
D kin tp hp ch bo o bin hlci (cht lng check-in) gm c cau64_1;
cau66_1; cau67a_1; cau67b_1; cau67c_1; cau67d_1 v cau67e_1. Kt qu kim tra
s chnh xc ca thang o nh sau:
Bng 3.7. Communalities (phng sai c gii thch bng nhn t n)
Sau khi chit xut
Ban u (Initial)
(Extraction)
cau64_1 .473 .357
cau66_1 .533 .453
cau67a_1 .846 .842
cau67b_1 .867 .860
cau67c_1 .782 .819
cau67d_1 .753 .772
H s commumnalities ca hai bin cau64_ va cau66_1 kh thp, do vy c

th nghi ng l 2 ch bo ny khng c mc tng quan cao vi nhn t tim n
ang c nghin cu. Bn bin cn li c h s communalities rt cao, iu ny
117
cho thy bn bin ny c kh nng l ch bo ca cng mt nguyn nhn, y l

thi ca nhn vin check-in, k hiu l tdci.
Kt qu kim tra tin cy ca thang o nh sau:
Bng 3.8. Cc thng k tin cy (Reliability Statistics)
Cronbach's Alpha da trn
cc bin c chun ha S lng bin
Cronbach's Alpha
(Based on Standardized (N of Items)
Items)
.956 .956 4
Bng 3.9. H s Cronbach-Alpha ca tng bin (Item-Total Statistics)
Cronbach's Alpha
cau67a_1 .939
cau67b_1 .933
cau67c_1 .946
cau67d_1 .950
H s Cronbachs Alpha rt cao cho thy tp hp ny l mt thang o tin cy

ca nhn t cht lng thi ca nhn vin check-in; hay l tdci.
Hai ch bo cn li c th l kt qu ca mt bin tim n khc. kim tra
tc gi kim tra gi thuyt ny. Kt qu nh sau:
Bng 3.10. Communalities (phng sai c gii thch bng nhn t n)
Sau khi chit xut

Ban u (Initial) (Extraction)
cau64_1 .444 .665
cau66_1 .444 .665

118
Bng 3.11. Tng phng sai c gii thch (Total Variance Explained)
Factor Gi tr Eigen ban u (Initial Tng h s ti bnh phng

Eigenvalues) (Extraction Sums of Squared
Loadings)
Tng % phng % tch ly Tng % phng Tch ly %
(Total) sai (% of (%Cumulative) sai (% of (Cumulative
Variance) Variance) %)
1 1.666 83.299 83.299 1.330 66.511 66.511
2 .334 16.701 100.000
Hai bng trn cho thy h s communalities kh cao v mt nhn t c rt

ra sau cc php quay vi h s Eigenvalue ln hn 1. Nh vy c th kt lun hai
ch bo ny o mt bin tim n na l cht lng cm nhn v t chc check-in, k
hiu l tcci
Bng 3.12. Cc thng k mc tin cy (Reliability Statistics)
Cronbach's Alpha Cronbach's Alpha da trn cc bin S bin

c chun ha (Based on (N of Items)
Standardized Items)
.947 .949 5
H s Cronbachs Alpha rt cao 0.947 cho thy hai ch bo ny l thang o

ng tin cy ca nhn t cht lng t chc check-in.
Nh vy nhm su bin ny hnh thnh hai nhn t cng nh gi cht lng

ca hot ng check-in. Hai nhn t ny c th l kt qu ca cng mt nguyn
nhn, cht lng check in ni chung, c k hiu l clci. iu ny s c th
hin trong s A-1 trang sau, v s c kim tra bc sau.
D kin tp hp ch bo o bin tim n th hai cht lng th tc ra my

bay gm c 5 bin quan st c l cau7a_1; cau7b_1; cau7c_; cau7d_1 v
cau7e_1. Kt qu nh sau:
119
Bng 3.13. Communalities (Phng sai c gii thch bng nhn t n)

Ban u (Initial) Sau khi chit xut (Extraction)
cau7a_1 .614 .631
cau7b_1 .801 .818
cau7c_1 .820 .849
cau7d_1 .771 .731
cau7e_1 .877 .926
Tng bnh phng h s ti
Gi tr Eigen gc (Initial
(Extraction Sums of Squared
Eigenvalues)
Loadings)
Nhn t
%
(Factor) % phng % tch ly % tch ly
Tng Tng phng
sai (% of (Cumulative (Cumulative
(Total) (Total) sai (% of
Variance) %) %)
Variance)
1 4.153 83.068 83.068 3.955 79.097 79.097
2 .354 7.090 90.158
3 .276 5.518 95.676
4 .125 2.508 98.184
5 .091 1.816 100.000
H s communalities ca 5 bin u cao hn 0.6, do vy c th kt lun c 5

bin ny u o chung mt nhn t. Kt qu eigenvalue cng cho thy ch c 1 nhn
t c rt ra t c 5 bin ny.
Bng 3.15. Thng k tin cy (Reliability Statistics)
Cronbach's Alpha Cronbach's Alpha da trn cc bin S lng bin
c chun ha (Based on (N of Items)
Standardized Items)
.947 .949 5
120
Bng 3.16. H s Cronbach-Alpha tng bin (Item-Total Statistics)

Cronbach's Alpha
cau7a_1 .950
cau7b_1 .932
cau7c_1 .929
cau7d_1 .940
cau7e_1 .922
Hai bng c h s Cronbachs Alpha cho ton b tp hp ch bo v tng ch

bo u rt cao, hn 0.9. Do vy c th ni tp hp ch bo ny l mt thang o tin
cy cho nhn t cht lng th tc ra my bay.
e12
1 1e13
CAU64_1 CAU66_1
1
1 z1
CLXH
1
Clci
e11 CAU67A_1 1
1
e10 CAU67B_1
1 tdci CLTTMD
e9 CAU67C_1 1 1
1
e8 CAU67D_1 d2
ttmb
1
CAU7A_1 CAU7B_1 CAU7C_1 CAU7D_1 CAU7E_1

1 1 1 1 1
e5 e4 e3 e2 e1
Hnh 3.1. M hnh quan h gia cc nhn t v tng tp hp ch bo o

121
M hnh ny gm 4 bin tim n, trong c hai bin tim n c xc nh

l nguyn nhn nh hng n mc hi lng tng th v cht lng dch v mt
t. Hai nguyn nhn ny l cht lng check-in (hlci) v cht lng qui trnh ra
my bay. Bin tim n hay nhn t hlci li c cu to bi hai nhn t l cht
lng t chc check-in (tcci) v cht lng qui trnh ra my bay (ttmb). Bin kt
qu l mc hi lng tng th HLTT_1. Mc tiu ca vic nghin cu l a ra
mt m hnh o tt nht, v sau a ra mt m hnh cu trc tt nht v cc nhn
t nh hng n mc hi lng tng th v dch v mt t.
3.3.1.2.2 Kim tra tnh hiu lc ca m hnh o
Trc khi tnh ton cc ch s o tnh hiu lc ca m hnh, cc quan h gia
cc bin c biu din di dng cc mi tn hai chiu nh sau:
e12
1 1e13
CAU64_1 CAU66_1
1
1 z1
hlxh
1
hlci
e11 CAU67A_1 1
1
e10 CAU67B_1
1 tdci HLTTHE_1
e9 CAU67C_1 1 1
1
e8 CAU67D_1 d2
ttmb
1
CAU7A_1 CAU7B_1 CAU7C_1 CAU7D_1 CAU7E_1

1 1 1 1 1
e5 e4 e3 e2 e1
Hnh 3.2. M hnh o

122
Cc mi tn hai chiu th hin quan h tng quan gia cc bin. Trong m

hnh ny cc quan h nhn qu cha c xc nh.
Cc tham s o tnh hiu lc ca m hnh nh sau:
Bng 3.17. H s RMR v GFI

Model GFI AGFI PGFI
Default model .926 .885 .594
Bng 3.18. Cc h s so snh c bn (Baseline Comparisons)
NFI RFI IFI TLI

CFI
Delta1 rho1 Delta2 rho2
.967 .956 .968 .957 .968
Bng 3.19. H s RMSEA
RMSEA LO 90 HI 90 PCLOSE
.091 .087 .095 .000
Bng 3.20. H s HOELTER
HOELTER HOELTER
.05 .01
158 179
Gi tr ca GFI, TLI u xp x 1, cho thy m hnh c ph hp rt cao.

Tuy nhin gi tr RMSEA v Holter cha thc s tt (ln hn 0.8 v nh hn 200),
do vy cn phi iu chnh m hnh c cc ch s o ph hp cao hn. Vic
ny c thc hin bng vic nhn vo bng MI. Xem chi tit gi tr ca MI trong
bng 3.21 ph lc 2.
123
Bng MI cho thy phn d e4 xut hin nhiu ln vi gi tr MI kh ln.

Phn d e1 tng ng vi bin 7e_1cng c gi tr MI kh cao. Do vy c th loi
b bin 7b_1 v 7e_1 tng ng vi cc phn d ny s lm cho m hnh tt hn.
M hnh mi nh sau:
e12
1 1e13
CAU64_1 CAU66_1
1
1 z1
hlxh
1
hlci
e11 CAU67A_1 1
1
e10 CAU67B_1
1 tdci CLTTMD
e9 CAU67C_1 1 1
1
e8 CAU67D_1 d2
ttmb
CAU7A_1 CAU7C_1 CAU7D_1

1 1 1
e5 e3 e2
Hnh 3.3. M hnh A_1.2

H s tng quan gia ba bin tim n hlci; ttmb v hlltt nh sau:
Bng 3.22. H s tng quan (Correlations)
Estimate
clci <--> CLTTMD .784
ttmb <--> CLTTMD .793
ttmb <--> Clci .794
124
M hnh mi ny c RMSEA v Holter nh sau:
Bng 3.23. H s RMSEA
.069 .064 .074 .000

HOELTER HOELTER
.05 .01
286 332
RMSEA di 0.7 v Holter cao hn 200. Nh vy m hnh th hai tt hn

m hnh th nht rt nhiu. Do vy c th xy dng m hnh cu trc t m hnh
th hai .
e12 e13
1 1
CAU64_1 CAU66_1
1
1 z1
hlxh
1
hlci
e11 CAU67A_1 1
1
e10 CAU67B_1
1 tdci CLTTMD
e9 CAU67C_1 1 1
1
e8 CAU67D_1 d2
ttmb

1 1 1
e5 e3 e2
Hnh 3.4. M hnh cu trc quan h A- 1.3

M hnh ny th hin quan h nhn qu, trong CLTTMD l kt qu ca hai
nguyn nhn l Clci v ttmb. Kt qu o tnh hiu lc ca m hnh cu trc ny nh sau:
125
Bng 3.25. H s RMSEA

.157 .152 .162 .000

HOELTER HOELTER
.05 .01
59 68
Hai h s RMSEA v Holter cho thy m hnh khng c s ph hp cao. Do

vy mc d m hnh o c ph hp cao nhng m hnh cu trc ny cha biu
din ng quan h gia cc bin tim n. Cn iu chnh m hnh thng qua bng
MI. Chi tit bng MI xem bng 3.27 ph lc 2.
Quan st bng MI cho thy hai bin ttmb v Clci c MI rt ln. iu ny cho
php ngh n gi thuyt hai bin ny c quan h tng quan rt cht ch vi nhau,
v do vy cn phi v li m hnh. C th v quan h tng quan gia hai bin s
lm cho m hnh ph hp hn hoc phi xa b mt trong hai bin ra khi m hnh.
e12
1 1e13
CAU64_1 CAU66_1
1
1 z1
CLXH
1
Clci CLTTMD
e11 CAU67A_1 1
1
e10 CAU67B_1
1 tdci d3
e9 CAU67C_1 1 1
1
e8 CAU67D_1 d2
ttmb

1 1 1
e5 e3 e2
Hnh 3.5. M hnh A_1.4

Trong m hnh ny hlci nh hng ti cm nhn v cht lng th tc ra
my bay v th tc ra my bay li nh hng ti mc hi lng tng th v dch
v mt t. Kt qu kim tra tnh hiu lc ca m hnh nh sau:
126
Bng 3.28. H s RMSEA

.086 .081 .091 .000

HOELTER HOELTER
.05 .01
188 218
Hai ch s ny c mc ci thin r rt m hnh ny. Ngoi h s

RMSEA, cc ch s GFI; TLI v CFI u rt cao tng ng vi 0.95; 0.963 v
0.974, c th ni m hnh c ph hp tt v c th s dng biu din cu trc
quan h ca cc bin clci; ttmb v CLTTMD.
H s hi qui gia cc bin nh sau:
Bng 3.30. H s hi qui
H s
Sai s (S.E.) P
(Estimate)
clxh <--- Clci .861 .027 ***
tdci <--- Clci 1.000
ttmb <--- Clci .871 .022 ***
ttmb <--- z15 .651 .017 ***
CAU67D_ <--- Tdci 1.000
CAU67C_1 <--- Tdci 1.044 .013 ***
CAU67A_ <--- Tdci 1.024 .011 ***
CAU64_1 <--- Clxh 1.000
CAU66_1 <--- Clxh 1.039 .025 ***
CLTTMD <--- ttmb .933 .016 ***
CLTTMD <--- z10 .747 .011 ***
CAU67B_1 <--- e10 .397 .008 ***
CAU67B_1 <--- Tdci 1.069 .011 ***
CAU7D_1 <--- ttmb 1.000
CAU7A_1 <--- ttmb .950 .017 ***
CAU7C_1 <--- ttmb 1.009 .015 ***
Ttmb <--- Clci .871 .022 ***
CLTTMD <--- ttmb .933 .016 ***
127
Nh vy nhn t trc tip nh hng n cht lng chung l cht lng ca

th tc ra my bay, tuy nhin cht lng cm nhn v th tc ra my bay li b cht
lng cm nhn v th tc check-in nh hng. Hai nhn t o cht lng check- in
l thi nhn vin check-in (tdci) v cht lng t chc check-in (tcci) gm c
thi gian ch v trt t ti khu xp hng.
Nh vy, m hnh cu trc cho thy bin clci hay cht lng ca qu trnh
check-in l xut pht im cho VNA trong cc n lc nng cao mc hi lng
chung vi cht lng dch v mt t. Cht lng check-in nng ln c 1 im s
lm cho cht lng ca th tc ra my bay tng thm c 0.871 im. Tuy nhin,
do h s tng quan gia clci v ttmb l 0.794, tng ng vi h s quyt nh l
0.63; c ngha l cht lng ca check-in quyt nh 63% s bin ng ca th
tc ra my bay. H s tng quan gia ttmb v CLTTMD l 0.793, cng tng
ng vi h s quyt nh 63%. Do vy mc hi lng tng th vi dch v
mt t c cao, VNA cng phi nng cao cht lng ca th tc ra my bay.
i vi th tc ra my bay, hai thang o quan trng l s thun tin ca vic i
t phng ch ra my bay v s nhit tnh ca nhn vin trong vic hng dn
cc th tc ra my bay.
3.3.1.3 M hnh nghin cu quan h ca cht lng k thut v cht
lng chc nng vi cht lng dch v mt t
Tp hp ch bo o cc yu t ca cht lng mt t c th c kt hp theo
mt cch khc o cht lng k thut v cht lng chc nng. C th nh sau:
Bin tim n cht lng k thut c o bng ba ch bo i) cau 64 Thi gian
ch lm th tc check-in; ii) cau 66 Trt t ti khu vc check-in; iii) cau 7d S
thun tin ca vic i t phng ch ra sn bay.
Bin cht lng k nng gm c cc ch bo i) cau67a; ii) cau 67b; iii) cau
67c; iv) cau 67d; v) cau 7a; vi) cau 7b; vii) cau 7c v viii) cau 68.
Qui trnh xy dng m hnh o tng th c thc hin qua cc bc sau:
Bc 1: Kim tra tnh hiu lc ca tng tp hp ch bo o tng bin tim n
Kim tra tnh hiu lc ca tp hp o bin cht lng k thut
128
Bng 3.31. Phng sai c gii thch bng bin tim n (Communalities)
Sau khi chit xut
Ban u (Initial)
(Extraction)
cau64_1 .452 .564
cau66_1 .493 .786
cau7d_1 .229 .275
Tng h s ti bnh phng sau

Gi tr Eigen ban u (Initial
khi chit xut (Extraction Sums
Eigenvalues)
of Squared Loadings)
Nhn t
% %
(Factor) % tch ly % tch ly
Tng phng Tng phng
(Cumulative (Cumulative
(Total) sai (% of (Total) sai (% of
%) %)
Variance) Variance)
1 2.025 67.510 67.510 1.624 54.141 54.141
2 .647 21.581 89.091
3 .327 10.909 100.000
Bng 3.33. Ma trn nhn t (Factor Matrix)

Nhn t (Factor)
1
cau64_1 .751
cau66_1 .886
cau7d_1 .524
Ba bng trn cho thy cau 7d c h s communality rt thp, tuy nhin sau
vn c 1 nhn t c to ra vi h s ti (loading) ca c ba ch bo u ln hn
0.5, mc d cau7d vn c h s ti thp nht. Do vy tc gi vn gi cau7d li trong
m hnh o cht lng k thut.
Bng 3.34. Thng k mc tin cy (Reliability Statistics)
S bin (N of
Cronbach's Alpha Items)
.756 3
129
H s Cronbach alpha tuy khng cao lm nhng vn t tiu chun cho

php (ln hn 0.5). Do vy tp hp o ny m bo tin cy.
Kim tra tnh hiu lc ca cc ch bo o cht lng chc nng
Bng 3.35. Phng sai c gii thch bng nhn t n (Communalities)
Sau khi chit
Ban u (Initial)
xut (Extraction)
cau67a_1 .848 .798
cau67b_1 .873 .827
cau67c_1 .805 .789
cau67d_1 .786 .787
cau68_1 .843 .827
cau7a_1 .579 .447
cau7b_1 .798 .650
cau7c_1 .787 .624
Tng h s ti bnh phng
Gi tr Eigen ban u (Inial
Eigenvalues)
Loadings)
Nhn t % tch ly
% phng
(Factor) (Cumulativ % phng % tch ly
Tng sai Tng
e%) sai (% of (Cumulative
(Total) (% of (Total)
Variance) %)
Variance)
1 6.010 75.127 75.127 5.748 71.855 71.855
2 .970 12.119 87.247
3 .300 3.754 91.001
4 .211 2.641 93.642
5 .174 2.170 95.812
6 .129 1.607 97.419
7 .120 1.496 98.915
8 .087 1.085 100.000
130

Factor
1
Cau67a_1 .893
Cau67b_1 .909
Cau67c_1 .888
Cau67d_1 .887
Cau68_1 .910
Cau7a_1 .668
Cau7b_1 .806
Cau7c_1 .790
Quan st h s communalities, h s eigenvalue v h s ti cho thy tt c
cc ch bo trn u c tiu chun a vo tp hp ch bo o bin cht
lng chc nng. Ch c 1 nhn t c rt ra t tp hp thang o gm 8 bin ny.
S bin (N
Cronbach's Alpha
of Items)
.951 8
H s Cronbachs Alpha rt cao cho thy tp hp o ny rt ng tin cy.
Bc hai: kim tra tng hp ton b tp hp thang o
Bng 3.39. Ma trn Nhn t (Pattern Matrix(a))
Nhn t (Factor)
1 2
cau67a_1 .899 .020
cau67b_1 .916 .014
cau67c_1 .877 .045
cau67d_1 .803 .115
cau68_1 .915 .034
cau7a_1 -.013 .806
cau7b_1 .060 .877
cau7c_1 .000 .937
cau64_1 .617 -.032
cau66_1 .634 .050
cau7d_1 .075 .767
131
Quan st bng trn cho thy mc d vn c 2 nhn t c rt ra t tp hp

ch bo trn xong h s ti ca cc bin vo tng nhn t bc l mt s vn .
Theo m hnh gi thit, nhn t cht lng k thut c o bng cau64, cau66 v
cau7d. Do vy, ba ch bo ny nn c h s ti cao vo 1 nhn t, v cc bin cn
li nn c h s ti cao vo nhn t cn li. Tuy nhin, kt qu cho thy 4 bin cau
7a, 7b, 7c, 7d c h s ti cao vo 1 nhn t v cc bin cn li c h s ti cao vo
1 nhn t khc. Do vy, c th a ra kt lun gi thuyt v quan h gia nhn t
cht lng k thut v cht lng chc nng vi cht lng chung v dch v mt
t l khng ph hp. iu ny c tc gi kim tra li bng cch s dng AMOS
kim tra tnh hiu lc ca m hnh o.
Bc 3: Dng AMOS kim tra li kt lun bc 2
e15 e12 e13

1 1
CAU7D CAU7A_1 CAU7B_1
1
e11 CAU67A_1
1
e10 CAU67B_1
CLCN
1 CLTTMD
e9 CAU67C_1 1
1
e8 CAU67D_1
CLKT
1
CAU66_1 CAU7D_1 CAU64_1

1 1 1
e4 e3 e1
Hnh 3.6. M hnh A-2

y l m hnh m phng tp hp o nh trnh by trn. Kt qu chy
AMOS kim tra ph hp ca m hnh nh sau:
132
Bng 3.40. H s RMR, GFI

GFI AGFI PGFI
.644 .441 .410
Bng 3.41. Cc h s so snh c bn (Baseline Comparisons )
NFI RFI IFI TLI

CFI
.799 .737 .800 .738 .800
Bng 3.42. H s RMSEA
.226 .222 .230 .000
HOELTER HOELTER
.05 .01
27 31
Gi tr GFI v CFI rt thp; RMSEA qu ln v Hoelter qu nh cho thy m

hnh rt khng ph hp. Do vy, mt ln na c th khng nh rng m hnh o
theo nhn t cht lng k thut v cht lng chc nng khng ph hp.
3.3.2 Vn dng kt hp phng php phn tch nhn t v m hnh
phng trnh cu trc (SEM) xy dng m hnh o v m hnh cu trc cho
cc yu t nh hng cht lng dch v trn khng
3.3.2.1 Xy dng m hnh l thuyt
Khi nghin cu cc nhn t nh hng n mc hi lng chung vi dch
v mt t ca VNA, tc gi c gng a ra hai m hnh i)M hnh phn nh nh
hng ca cht lng tng qui trnh n mc hi lng chung v ii) M hnh
phn nh nh hng ca cht lng k thut v cht lng chc nng n mc
hi lng chung vi dch v mt t.
133
Khi xy dng m hnh nghin cu cht lng dch v trn khng, tc gi s

khng nghin cu m hnh nh hng theo qui trnh o dch v trn khng do nhiu
yu t thuc cht lng chc nng v cht lng k thut cu thnh hn l tnh
qui trnh. Do vy, trong phn ny, tc gi s a ra m hnh o v m hnh cu
trc trong bin tim n l cc nhn t thuc cht lng k thut v cht lng
chc nng.
M hnh d kin nh sau:
0, 0, 0, 0,
e14 e15 e16 e17
1 1 1 1
CAU102_B CAU102_C CAU102_D CAU102_A
1
0,
Giaitri
0, 0, 0, 0,
0, 0, 0, 0,
e18 e19 e20 e21
1 1 1 1 e22 e23 e24 e30
TAPCHI 1 1 1
CAU4E_1 CAU4F_1 CAU4G_1 CAU4H_1
1 0, CAU73A_1 CAU73B_1 CAU73C_1 CAU86_1
1 0,
0, CLVS
1
e110, CAU4A_1 CLAU
0,
1
e100, CAU4B_1
1 Tiennghi
e9 0, CAU4C_1 1
1
e8 CAU4D_1
0,
CLCN CLTTTK
1
CAU5I_1 CAU5B_1 CAU5H_1 CAU5D_1 CAU5E_1 CAU5G_1 CAU5J_1

1 1 1 1 1
0, 0, 0, 0, 0, 0, 1 0, 1
e5 e4 e3 e2 e1 e27 e28
Hnh 3.7. M hnh B-1

Trong m hnh ny bin kt qu cui cng l cht lng dch v trn khng
(c k hiu l CLTTTK) . Bin ny c o thng qua mt ch bo l cau 111
nh gi chung v cht lng trn khng.
Cc bin tim n c xc nh l nguyn nhn gm c:
134
Nhn t cht lng chc nng (k hiu CLCN). y l mt nhn t c o

thng qua cc bin o c l i) cau 5b; ii) cau 5d; iii) cau 5e; iv) cau5h; v) cau5g;
vi) cau5i; v vii) cau5j. ngha c th ca cc bin nh sau:
Cht lng k thut c cu thnh bi nm nhn t nh hn l i) Tin nghi
ca gh ngi; ii) Cht lng sch bo tp ch; iii) Cht lng v sinh; iv) Cht
lng n ung v v) Cht lng gii tr . Cc tp hp bin o trc tip ca tng
nhn t con nh sau:
Tin nghi gh ngi c o bng bn bin quan st c gm c i) cau 4a;
ii) cau 4b; iii) cau 4c v iv) cau 4d
Cht lng sch bo tp ch o bng bin cau 96
Cht lng v sinh c o bng 4 bin quan st c gm c i)S sch s
ca khoang hnh khch; ii)S sch s ca gh ngi; iii)S sch s trong bung v
sinh; iv) Cm gic trong sch d chu ca khng kh trong my bay
Cht lng n ung c o bng 4 bin gm c i)cau 73a; ii) cau 73b;
iii)cau 73c v iv) cau 86
Cht lng gii tr c o bng 4 bin i) cau 102a;ii)cau102b; iii)cau102c
v iv)cau102d.
Tt c thng tin v cc nhn t v tp hp o c tm tt trong bng di y:
Bng 3.45. Thng tin v cc nhn t v tp hp o
Tn nhn t cp 1 Tn nhn t Tp hp cc ch bo o
cp 2
Cht lng chung v Cau 111: Mc hi lng chung v cht
dch v trn khng lng dch v trn khng
(CLTTTK)
Cht lng chc Cau5b_1: S nh nhn, lch s khi giao
nng tip
(Tiepvien) Cau5d_1: Thi nghim tc khi lm vic
Cau5e_1: Lun sn sng phc v khi qu
khch yu cu
Cau5g_1: S chnh t ca trang phc
135
Cau5h_1: Tnh chuyn nghip khi lm

vic
Cau5i_1: Hin din thng xuyn trong
sut chuyn bay
Cau5j_1: Cung cp thng tin nu qu
khch yu cu
Cht lng k thut Tin nghi gh Cau4a_1: S rng ri, thoi mi ca gh
ngi ngi
Cau4b_1: ng thn gh
Cau4c_1: Mc tin li khi s dng cc
thit b ti gh ngi
Cht lng Cau 96_1: Cht lng ni chung ca sch
sch bo tp bo tp ch
ch
Cht lng Cau4e_1: S sch s trong khoang hnh
v sinh khch
Cau4h_1: Cm gic trong sch, d chu
ca bu khng kh trong my bay
Cht lng Cau73a_1: S lng thc n
n ung Cau73b_1:Hnh thc by bin cc mn n
Cau86_1: Nhn xt tng th v cht lng
ung trn my bay
Cht lng Cau102a_1: Kh nng la chn chng
gii tr trnh phim theo s thch
Cau102b_1: Cht lng m thanh, hnh
nh trnh chiu
Cau 102c_1: Kh nng la chn knh m
thanh theo s thch
136
3.3.2.2 Xy dng m hnh o lng v m hnh cu trc

Qu trnh xy dng m hnh o v m hnh cu trc gm cc bc nh sau:
Bc 1: Kim tra tnh hiu lc ca tng tp hp ch bo o
Kim tra tnh hiu lc ca tp hp ch bo o cht lung chc nng
Bng 3.46. Phng sai gii thch bng nhn t n (Communalities)
Ban u Sauk hi chit xut
(Initial) (Extraction)
cau5b_1 .764 .772
cau5d_1 .827 .842
cau5e_1 .789 .806
cau5g_1 .623 .636
cau5h_1 .778 .808
cau5i_1 .781 .794
cau5j_1 .764 .774
Tng bnh phng h ss ti
Eigenvalues)
Loadings)
Nhn t
(Factor) % phng % phng % tch ly
Tng % tch ly Tng
sai (% of sai (% of (Cumulative
(Total) (Cumulativ (Total)
Variance) Variance) %)
e %)
1 5.652 80.737 80.737 5.432 77.596 77.596
2 .364 5.197 85.934
3 .311 4.439 90.373
4 .212 3.022 93.395
5 .180 2.568 95.963
6 .155 2.208 98.171
7 .128 1.829 100.000
137

Nhn t (Factor)
1
Cau5b_1 .879
Cau5d_1 .918
Cau5e_1 .898
Cau5g_1 .797
Cau5h_1 .899
Cau5i_1 .891
Cau5j_1 .880
H s communalities ca 7 nhn t cao hn 0.5. H s eigenvalue c 1 nhn

t ln hn 1 v c 1 nhn t c rt ra sau 4 php quay. Nh vy c th kt lun l
7 ch bo ny l mt tp hp o tt cho nhn t cht lng tip vin.
Cronbach's Alpha S bin (N of Items)

.960 7
H s Cronbachs Alpha xp x 1, do vy tp hp o ny c tin cy rt cao.

Kim tra tnh hiu lc ca tp hp ch bo o tin nghi ch ngi
Bng 3.50. Phng sai c gii thch bng nhana t n
(Communalities)
Ban u Sau khi chit xut
(Initial) (Extraction)
cau4a_1 .697 .790
cau4b_1 .671 .747
cau4c_1 .598 .672
cau4d_1 .576 .641
138
Tng bnh phng h s ti
Nhn Eigenvalues)
Loadings)
t
% phng % tch ly % phng % tch ly
Factor Tng Tng
sai (% of (Cumulative sai (% of (Cumulative
(Total) (Total)
Variance) %) Variance) %)
1 3.134 78.342 78.342 2.850 71.242 71.242
2 .343 8.567 86.909
3 .314 7.842 94.751
4 .210 5.249 100.000
Nhn t
(Factor)
1
cau4a_1 .889
cau4b_1 .864
cau4c_1 .820
cau4d_1 .800
Cc h s communalities ln hn 0.5, 1 nhn t c h s eigenvalue ln hn

1 v c 1 nhn t rt ra sau 6 ln quay cho thy 4 bin ny l thang o ph hp cho
cng mt nhn t, c gi l tin nghi ch ngi.
tin cy ca tp hp o

Cronbach's Alpha S bin
(N of Items)
.907 4
H s Cronbachs Alpha 0.907 rt cao cho thy tp hp o c tin cy cao.

Kim tra tnh hiu lc ca tp hp o nhn t cht lng v sinh
139
Bng 3.53. Phng sai c gii thch bi nhn t n (Communalities)
Initial Extraction
cau4e_1 .794 .830
cau4f_1 .802 .850
cau4g_1 .600 .643
cau4h_1 .642 .698
Tng bnh phng h s ti
Nhn G tr Eigen ban u (nitial
t Eigenvalues)
Loadings)
(Facto
% of Cumulative % of Cumulative
r) Total Total
Variance % Variance %
1 3.259 81.467 81.467 3.021 75.534 75.534
2 .349 8.732 90.199
3 .272 6.809 97.007
4 .120 2.993 100.000
Bng 3.55. Ma trn nhn t (Factor Matrix

Nhn t
(Factor)
1
cau4e_1 .911
cau4f_1 .922
cau4g_1 .802
cau4h_1 .836
H s communalities ca 4 bin u trn mc 0.5, mt nhn t c h s

eigenval ln hn 1 v 1 nhn t c rt ra sau 5 ln quay cho thy 4 bin ny l
140
tp hp o tt cho 1 nhn t tim n ng sau 4 bin ny, c t tn l cht lng

v sinh.
tin cy ca tp hp o
Cronbach's Alpha S bin

(N of Items)
.924 4
Bng trn cho thy thang o c tin cy cao.

Kim tra tp hp o cht lng n ung

Ban u Sauk hi chit
(Initial) xut
(Extraction)
cau73a_1 .658 .731
cau73b_1 .732 .846
cau73c_1 .671 .749
cau86_1 .286 .313
Tng h s ti bnh phng
Gi tr Eigen ban u
(Extraction Sums of Squared )
Nhn t (Initial Eigenvalues)
Loadings)
(Factor)
% of Cumulative % of Cumulative
Total Total
1 2.926 73.153 73.153 2.639 65.968 65.968
2 .623 15.568 88.720
3 .265 6.630 95.351
4 .186 4.649 100.000
141
Bng 3.59. Ma trn nhn t (Factor Matrix(a))
Factor
1
cau73a_1 .855
cau73b_1 .920
cau73c_1 .866
cau86_1 .559
Trong s 4 bin ny bin cau86 cht lng ung c h s communality rt

thp. Tuy nhin h s ti mc d thp vn ln hn 0.5. Do vy c th gi hoc loi
bin ny khi tp hp o. iu ny c th c kt lun thng qua kim tra tin
cy ca thang o.

S bin (N of
Cronbach's Alpha Items)
.877 4
Tp hp o c h s Cronbachs Alpha khng thp (0.877) c ngha l tp

hp ny vn c tin cy cao. Do vy tc gi vn quyt nh gi li bin ny trong
tp hp o.
Kim tra tnh hiu lc ca tp hp o cht lng gii tr:

Initial Extraction
cau102a_1 .374 .407
cau102b_1 .676 .766
cau102c_1 .700 .783
cau102d_1 .713 .795
142
Tng bnh phng h s ti
H s Eigen ban u (Initial
Eigenvalues)
Loadings)
Nhn t
% phng % phng
(Factor) % tch ly % tch ly
Tng sai Tng sai
(Cumulative (Cumulative
(Total) (% of (Total) (% of
%) %)
Variance) Variance)
1 3.032 75.804 75.804 2.751 68.767 68.767
2 .533 13.321 89.125
3 .240 5.999 95.124
4 .195 4.876 100.000
Bng 3.63. Ma trn nhn t (Factor Matrix(a))

Nhn t (Factor)
1
cau102a_1 .638
cau102b_1 .875
cau102c_1 .885
cau102d_1 .892
Mc d cau102 (kh nng la chn chng trnh phim theo s thch) c h

s communality thp hn cc bin khc, h s ti ca c 4 bin u cao v c 1
nhn t c h s eigenval ln hn 1. Do vy bn bin ny c th c s dng
o cht lng gii tr trn my bay.

Cronbach's Alpha N of Items
.893 4
H s Cronbachs Alpha cng m bo tnh tin cy ca tp hp o.
143
Bc hai: Kim tra ton b tp hp o

Nhn Gi tr Eigen ban u (Initial Tng bnh phng h s ti
t Eigenvalues) (Extraction Sums of Squared
(Fact Loadings)
o)r Total % of Cumulative Total % of Cumulative
1 10.860 45.248 45.248 10.600 44.165 44.165
2 2.893 12.055 57.303 2.614 10.893 55.058
3 1.871 7.796 65.099 1.619 6.748 61.805
4 1.707 7.112 72.211 1.451 6.045 67.850
5 1.009 4.202 76.414 .785 3.273 71.123
6 .741 3.086 79.500
7 .579 2.413 81.912
8 .534 2.224 84.136
9 .385 1.603 85.739
10 .346 1.441 87.180
11 .328 1.366 88.547
12 .314 1.307 89.854
13 .306 1.276 91.129
14 .267 1.113 92.242
15 .263 1.098 93.340
16 .236 .983 94.323
17 .209 .873 95.196
18 .207 .864 96.060
19 .193 .802 96.862
20 .184 .767 97.629
21 .171 .714 98.342
22 .153 .636 98.979
23 .127 .529 99.507
24 .118 .493 100.000
144
Bng 3.66. Nhn t (Pattern Matrix(a))

Factor
1 2 3 4 5
cau102a_1 .002 .014 .012 .638 -.035
cau102b_1 -.012 -.006 -.004 .877 .016
cau102c_1 .011 -.011 -.005 .889 -.013
cau102d_1 -.009 -.003 -.010 .894 .010
Cau4a_1 -.004 .918 -.013 -.017 -.025
Cau4b_1 -.015 .914 -.004 -.008 -.052
Cau4c_1 .015 .755 .018 .027 .063
Cau4d_1 .021 .773 -.006 -.005 .027
Cau4e_1 .007 -.002 -.031 -.010 .931
Cau4f_1 -.009 -.046 -.020 -.012 .981
Cau4g_1 .088 .067 .037 .010 .664
Cau4h_1 .138 .126 .029 -.008 .635
Cau5b_1 .868 .036 -.011 -.004 -.005
Cau5d_1 .935 .006 -.029 -.004 -.007
Cau5e_1 .928 .012 -.031 -.003 -.028
Cau5g_1 .764 -.049 .059 -.017 .046
Cau5h_1 .914 -.030 .026 -.010 -.017
Cau5i_1 .894 .001 -.001 .005 -.005
Cau5j_1 .870 .013 -.009 .011 .010
cau73a_1 -.001 -.022 .884 -.005 -.036
cau73b_1 .010 -.021 .929 -.019 -.005
cau73c_1 -.035 .025 .878 -.003 -.011
Cau86_1 .154 .022 .437 .028 .062
Cau96_1 .189 .109 .202 .083 .105
Kt qu phn tch cho thy c 5 nhn t c eigenval ln hn 1. Nh vy

trong tp hp bin quan st c ny phn nh 5 nhn t tim n.
Quan st bng h s ti cho thy cc kt lun sau:
Th nht, khng c bin no c h s ti cao vo hai nhn t. iu chng
t khng c tnh trng mt bin o hai nhn t, m mi bin ch o mt nhn t.
145
iu chng t tp hp o tt.
Th hai, tp hp cc ch bo c cho l o cng mt nhn t u c h s
ti (loading ) cao vo cng 1 nhn t. C th nh sau:
Bin cau4a n cau4d c h s ti cao vo nhn t s 2.
Bin cau4e n cau4h c h s ti cao vo nhn t s 5.
Bin cau 5b n cau5j c h s ti cao vo nhn t s 1.
Bin cau102a n 102d c h s ti cao vao nhn t s 4.
Bin cau73a n 73c c h s ti cao vo nhn t th 3. Tuy nhin h s ti
ca bin cau 86 o cht lng ung li kh thp, di 0.5. Do vy, c th bin
ny khng th c a vo tp hp o nhn t cht lng n ung, m phi tch ra
t cau 73a-cau73c l tp hp o cht lng n v cu 86 o cht lng ung.
n bc 3 tc gi s kim tra ph hp ca hai m hnh: mt m hnh vi cau86
trong tp hp nhn t phn nh cht lng n ung v m hnh vi cau86 nh mt
bin c lp phn nh cht lng ung v tp hp cau 73a-73c phn nh cht
lng n.
Bng 3.67. Ma trn h s tng quan gia cc nhn t (Factor Correlation

Matrix)
Factor 1 2 3 4 5
1 1.000 .574 .565 .186 .686
2 .574 1.000 .492 .227 .680
3 .565 .492 1.000 .195 .529
4 .186 .227 .195 1.000 .186
5 .686 .680 .529 .186 1.000
Ma trn h s tng quan cho thy 5 nhn t ny c mc tng quan kh

thp, u di 0.85. iu ny cho php kt lun y l 5 nhn t ring bit, mi
nhn t phn nh mt kha cnh ca dch v trn khng.
146
n y c th kt lun c rng m hnh o s gm cc thnh phn sau:

Loi bin Tn bin Loi bin
Bin nguyn nhn Tin nghi ch ngi Bin tim n
Cht lng v sinh Bin tim n
Cht lng thc n Bin tim n
Cht lng gii tr Bin tim n
Cht lng ung (cau86) Bin o trc tip
Cht lng tp ch Bin o trc tip
Bin kt qu Mc hi lng chung vi dch v Bin o trc tip
trn khng (cau111)
Bc 3: Kim tra tnh hiu lc ca m hnh o

0, 0, 0, 0,
e14 e15 e16 e17
1 1 1 1
1 0,
Giaitri
TAPCHI
0, 0, 0, 0,
0, 0, 0, 0,
e18 e19 e20 e21
1 1 1 1 e22 e23 e24 e25
1 1 1 1
1 0, CAU73A_1 CAU73B_1 CAU73C_1 CAU83_1
1 0,
0, CLVS
1
e110, CAU4A_1 CLAU
0,
1
e100, CAU4B_1
1 Tiennghi
e90, CAU4C_1 1
1
e8 CAU4D_1
0,
CLTTTK
CLCN
1

1 1 1 1 1
0, 0, 0, 0, 0, 0, 1 0, 1
e5 e4 e3 e2 e1 e27 e28
Hnh 3.8. M hnh B-1.1 :

147
Trong m hnh B-1.1 l m hnh cht lng ung (cau 86) vn c

trong tp hp o nhn t cht lng n ung. Trong m hnh ny tt c cc bin
tim n c ni vi nhau bng mi tn ch quan h tng quan. Cc nhn t tim
n cng c ni vi cc bin cau 96 (cht lng tp ch ) v cau 111 (hi lng tng
th) bng cc mi tn hai chiu ch quan h tng quan.
Kt qu o ph hp ca m hnh nh sau:
Bng 3.68. H s CMIN
Model NPAR CMIN DF P CMIN/DF
Default model 94 3515.663 256 .000 13.733
Saturated model 350 .000 0
Independence model 50 109552.361 300 .000 365.175
NFI RFI IFI TLI

Model CFI
Default model .968 .962 .970 .965 .970
Saturated model 1.000 1.000 1.000
Independence model .000 .000 .000 .000 .000
Bng 3.70. H s RMSEA
Model RMSEA LO 90 HI 90 PCLOSE
Default model .050 .048 .051 .533
Independence model .267 .266 .268 .000

148

HOELTER HOELTER
Model
.05 .01
Default model 428 453

Independence model 16 17
Mc d bng CMIN cho thy p xp x bng 0, tuy nhin do mu rt ln nn

y l iu chp nhn c. Cc tham s khc nh TLI; CFI u rt cao, xp x 1 v
RMSEA rt thp, v Hoelter c gi tr rt cao (ln hn nhiu so vi yu cu 200)
cho thy m hnh chp nhn c.
M hnh B-1.2 l m hnh hon ton tng t nh m hnh B-1.1, ch c mt s
khc bit l m hnh ny tp hp bin cau73a-73c v cau 86 s c chia lm 2 nhm
: t cau73a n cau73c o cht lng n v cau86 o cht lng ung. Nhn t
cht lng n k hiu l CLA v cht lng ung c k hiu l CLU.
0, 0, 0, 0,
e14 e15 e16 e17
1 1 1 1
1 0,
Giaitri
TAPCHI 0, 0, 0, 0,
0, 0, 0,
e18 e19 e20 e21
1 1 1 1 e22 e23 e24
1 1 1
1 0, CAU73A_1 CAU73B_1 CAU73C_1
1 0,
0, CLVS
1
e110, CAU4A_1 CLA
0,
1
e100, CAU4B_1
1 Tiennghi
e90, CAU4C_1 1
1
e8 CAU4D_1
0,
CLTTTK
CLCN
1

1 1 1 1 1
CLU
0, 0, 0, 0, 0, 0, 1 0, 1
e5 e4 e3 e2 e1 e27 e28
Hnh 3.9. M hnh B-1.2

149
Kt qu o s ph hp ca m hnh nh sau:
Bng 3.72. H s CMIN
NPAR CMIN DF P CMIN/DF
100 3077.290 250 .000 12.309
Bng 3.73. H s so snh c bn (Baseline Comparisons)
NFI RFI IFI TLI CFI

.972 .966 .974 .969 .974
Bng 3.74. H s RMSEA
.047 .046 .049 .999
HOELTER HOELTER
.05 .01
479 507
Bc 4: La chn m hnh o tt nht
So snh vi cc tham s o ph hp ca m hnh trc c th thy tt c

cc ch s u tt hn. Do vy, c th kt kun m hnh B-1.2 ph hp hn m hnh
B-1.1. C th da trn m hnh ny xy dng m hnh cu trc.
Bc 5: xy dng m hnh cu trc
Trong m hnh cu trc cc nhn t CLCN; CLVS; CLA; CLU; Gii tr;
Tin nghi; CLTT l bin kt qu. M hnh cu trc nh sau:
150
0, 0, 0, 0,
e14 e15 e16 e17
1 1 1 1
1
0,
Giaitri
0, 0, 0, 0,
0, 0, 0,
e18 e19 e20 e21
1 1 1 1 e22 e23 e24
TAPCHI 1 1 1
1 0, CAU73A_1 CAU73B_1 CAU73C_1
1 0,
0, CLVS
1
e110, CAU4A_1 CLA
0,
1
e100, CAU4B_1
1 Tiennghi
e9 0, CAU4C_1 1
1
e8 CAU4D_1
0,
CLU
CLCN CLTT
1

1 1 1 1 1
0, 0, 0, 0, 0, 0, 1 0, 1
e5 e4 e3 e2 e1 e27 e28
Hnh 3.10. M hnh B-2.1

M hnh ny c cc ch s o s ph hp nh sau:
NFI RFI IFI TLI
CFI
.740 .713 .753 .727 .752
Bng 3.77. H s RMSEA

.141 .138 .145 .000
151
Cc ch s TLI; CFI u kh thp, nh hn 0.9 v RMSEA qu cao 0.141

cho thy m hnh ny khng ph hp. Do vy cn c nhng s iu chnh m
hnh ph hp hn. iu ny c thc hin thng qua vic quan st bng MI. Chi
tit bng MI xem bng 3.78 phn ph lc 2.
Kt qu bng MI (Modification indexes) cho thy cc nhn t tim n c MI
rt cao. iu ny cho php t gi thuyt cc nhn t ny c quan h tng quan
vi nhau. Cc phn d e22; e23; e27; e28 cng c hip phng sai rt cao vi cc
bin tim n. Tc gi xa cc bin ny khi m hnh.
0, 0, 0, 0,
e14 e15 e16 e17
1 1 1 1
1
0,
Giaitri
0, 0, 0,
e18 e19 e20
1 1 1
TAPCHI
CAU4E_1 CAU4F_1 CAU4G_1
1 0, CAU73C_1
0, CLVS
1
e110, CAU4A_1
0,
1
e100, CAU4B_1
1 Tiennghi
e9 0, CAU4C_1 1
1
e8 CAU4D_1
0,
CLU
CLCN CLTTTK
1
0, 1
CAU5I_1 CAU5B_1 CAU5H_1 CAU5D_1 CAU5E_1
e35
1 1 1 1 1
0, 0, 0, 0, 0,
e5 e4 e3 e2 e1
Hnh 3.11. M hnh B-2.2

Cc tham s o ph hp ca m hnh mi nh sau:
152
Bng 3.79. H s CMIN

79 682.082 151 .000 4.517
Bng 3.80. H s so snh c bn (Baseline Comparisons)

NFI RFI IFI TLI CFI
.944 .929 .955 .944 .955
Bng 3.81. H s RMSEA

.069 .064 .075 .000
Bc 6: Vi CMIN nh hn 5; CFI v TLI c cc gi tr .955 v .943;

RMSEA 0.07 c th ni m hnh c ph hp rt cao.
S dng m hnh ny tnh ton cc h s tng quan v h s hi qui gia
cc bin. kt qu nh sau:
Bng 3.82. H s hi qui (Regression Weights)
Estimate S.E. C.R. P Label
CLTTTK <--- CLCN .316 .051 6.219 *** par_13
CLTTTK <--- CAU96_1 .079 .035 2.216 .027 par_15
CLTTTK <--- CLVS .089 .047 1.894 .058 par_16
CLTTTK <--- CAU86_1 .166 .039 4.316 *** par_17
CLTTTK <--- CAU73C_1 .055 .034 1.606 .108 par_28
CLTTTK <--- Giaitri .184 .032 5.756 *** par_32
CLTTTK <--- Tiennghi .129 .038 3.345 *** par_36
Bng trn cho thy h s hi qui gia CLCN vi CLTTTK cao nht, sau
l nhn t gii tr, tip theo l cht lng ung; sau l tin nghi ch ngi. Sau
ln lt l cht lng v sinh, cht lng tp ch v hng v thc n c nh
hng kh yu t n cht lng chung ca ton b dch v.
153
Trong m hnh ny cht lng tip vin (CLCN) c phn nh qua 5 bin
quan st trc tip l:
Cau5e_1: Lun sn sng phc v khi qu khch yu cu
Cc h s hi qui cho thy cc bin ny u c mc hi qui gn nh tng
ng nhau cho thy tm quan trng nh nhau ca cc bin ny khi khch hng
nh gi cht lng tip vin. Tuy nhin, cc tiu ch thi nghim tc; s nh nhn
lch s; v lun sn sang phc v c h s hi qui cao hn, cho thy dng nh khch
hng quan tm n cc nhn t ny nhiu hn khi nh gi v cht lng tip vin. Kt
lun ny kh trng hp vi kt qu ca m hnh hi qui bi phn trn.
Nhn t Tin nghi c o bng cc bin sau:
Cau4a_1: S rng ri, thoi mi ca gh ngi
Cau4b_1: ng thn gh
Cau4c_1: Mc tin li khi s dng cc thit b ti gh ngi
H s hi qui ca cc bin ny cng khng chnh lch nhau nhiu, tuy nhin
cao nht l s rng ri ca gh ngi.
Nhn t cht lng v sinh c o bng cc bin
Cau4e_1: S sch s trong khoang hnh khch
Trong hai nhn t ny s sch s trong bung v sinh c h s hi qui cao
hn, th hin s cm nhn ca hnh khch i vi cht lng v sinh.
Nhn t gii tr
Cau102a_1: Kh nng la chn chng trnh phim theo s thch
Cau 102c_1: Kh nng la chn knh m thanh theo s thch
Trong bn bin ny h s hi qui ca cht lng m thanh, hnh nh v la
154
chn knh theo thch c h s hi qui cao hn, cho thy cc tiu ch hnh khch
ch trng khi nh gi v cht lng gii tr trn my bay.
Nhn t cht lng thc n ch cn li mt ch bo c chp nhn l
cau73c Hng v thc n
Nhn t cht lng ung c o bng mt ch bo l cht lng
chung ca ung cau86
Nhn t sch bo tp ch c o bng mt ch bo cht lng chung ca
tp ch cau96.
Vic cc bin tim n c hip phng sai cao cho thy c nhiu kh nng cc
bin ny u l kt qu ca cng mt nguyn nhn no . T gi thuyt ny tc gi
thit lp mt m hnh cu trc khc trong tt c cc bin tim n l kt qu
ca cng mt nhn t tim n, c gi l nhn t tim n cp hai, v cht lng
tng th cng l kt qu ca nhn t ny.
0, 0, 0, 0,
e14 e15 e16 e17
1 1 1 1
1
0 0, 1
0, 1
e29 Giaitri e40
0, 0, 0,
0, 0, 0,
e18 e20 e21
1 1 1 e22 e23 e24
TAPCHI 1 1 1
CAU4E_1 CAU4G_1 CAU4H_1
1 0 CAU73A_1 CAU73B_1 CAU73C_1
0, 1 1 0
0, 1 CLVS
1 e43
e110, CAU4A_1 CLA
0 0, 1
1 0,
e100, CAU4B_1 0,
1 Tiennghi e42
e9 0, CAU4C_1 1 0, 1 XYZ e25
1 1
e8 CAU4D_1 e41
0
CLU
CLCN CLTTTK
1
0, 1
CAU5I_1 CAU5B_1 CAU5H_1 CAU5D_1 CAU5E_1 e35
1 1 1 1 1
0, 0, 0, 0, 0,
e5 e4 e3 e2 e1
Hnh 3.12. M hnh B-3.1

155
Trong m hnh ny XYZ c dng k hiu cho mt bin tim n cha

c bit, v l nguyn nhn nh hng n s cm nhn ca hnh khch v cht
lng ca tng nhn t cng nh cht lng tng th.
ph hp ca m hnh nh sau:
Bng 3.83. ph hp ca m hnh
70 981.301 205 .000 4.787
NFI RFI IFI TLI CFI

.927 .918 .941 .934 .941
Bng 3.85. H s RMSEA
.072 .067 .076 .000
Cc ch s o ph hp rt cao cho thy ay l m hnh tt. Thm na, so

snh PNFI ca hai m hnh B-2.2 v B-3.1 cho thy m hnh B-3.1 c PNFI cao
hn, chng t m hnh th hai thm ch cn tt hn m hnh B-2.2.
Bng 3.86. H s so snh ph hp nht gia cc m hnh
(Parsimony-Adjusted Measures (M hnh B-3.1))
PRATIO PNFI PCFI
.887 .823 .835
Bng 3.87. H s so snh ph hp nht gia cc m hnh

(Parsimony-Adjusted Measures (M hnh B-2.2))
PRATIO PNFI PCFI
.800 .754 .764
156
Vi kt qu m hnh nh trn c th kt lun v s tn ti ca nhn t tim

n XYZ, nhn t quyt nh vic nh gi ca hnh khch v cht lng dch v
ca tng yu t cng nh cht lng tng th. y, tc gi phng on XYZ c
th l nh kin, tc l cm gic yu hoc ght hnh khch c t trc khi
bc ln my bay. kim tra gi thuyt ny tc gi thc hin vic so snh cht
lng cm nhn ca hai nhm: nhm hnh khch chn VNA do tng hi lng
vi dch v hoc c bn b gii thiu v nhm khng chn VNA khng v hai
nguyn nhn trn.
Bng 3.88. im bnh qun ca tng nhm (Group Statistics)
im bnh
qun lch chun
cau39 N (Mean) (Std. Deviation)
Cau4a_1 0 575 5.043 1.4688 .0613
1 158 5.744 1.1499 .0915
Cau4b_1 0 575 4.965 1.4444 .0602
1 158 5.569 1.2415 .0988
Cau4c_1 0 575 5.039 1.5843 .0661
1 158 5.711 1.3100 .1042
Cau4d_1 0 575 5.118 1.5888 .0663
1 158 5.710 1.4401 .1146
Cau4e_1 0 575 5.585 1.2414 .0518

1 158 6.188 1.0191 .0811
Cau4f_1 0 575 5.511 1.3089 .0546
1 158 6.136 .9687 .0771
Cau4g_1 0 575 5.301 1.3161 .0549
1 158 5.787 1.1842 .0942

157
Cau4h_1 0 575 5.339 1.2874 .0537
1 158 6.089 1.0213 .0812
Cau4i_1 0 575 5.392 1.1663 .0486
1 158 5.944 .8717 .0693
Cau5a_1 0 575 5.636 1.2535 .0523
1 158 6.323 1.0124 .0805
Cau5b_1 0 575 5.753 1.2306 .0513
1 158 6.425 .8945 .0712

Cau5c_1 0 575 5.622 1.2918 .0539
1 158 6.362 .9260 .0737
Cau5d_1 0 575 5.755 1.2034 .0502
1 158 6.358 .8954 .0712
Cau5e_1 0 575 5.751 1.2227 .0510
1 158 6.353 1.0014 .0797

Cau5f_1 0 575 5.971 1.0921 .0455
1 158 6.364 .8141 .0648
Cau5g_1 0 575 6.077 1.0778 .0449
1 158 6.500 .8440 .0671
Cau5h_1 0 575 5.690 1.1885 .0496
1 158 6.231 .8635 .0687
Cau5i_1 0 575 5.709 1.2008 .0501
1 158 6.278 .8819 .0702
Cau5j_1 0 575 5.693 1.2250 .0511
1 158 6.263 .9668 .0769
Cau5k_1 0 575 5.782 1.1162 .0466

158
1 158 6.411 .7713 .0614
Cau73a_1 0 575 5.359 1.2410 .0518
1 158 5.610 1.2880 .1025
Cau73b_1 0 575 5.345 1.1746 .0490
1 158 5.734 1.1326 .0901
Cau73c_1 0 575 5.161 1.1990 .0500
1 158 5.486 1.1980 .0953
Cau86_1 0 575 5.300 1.0864 .0453

1 158 5.753 1.0679 .0850
Cau96_1 0 575 5.099 1.0796 .0450
1 158 5.656 1.0933 .0870
Cau101_1 0 575 1.776 .9871 .0412
1 158 1.868 1.0103 .0804
cau102a_1 0 575 4.449 1.2246 .0511

1 158 4.701 1.1561 .0920
cau102b_1 0 575 4.508 1.5059 .0628
1 158 5.038 1.3045 .1038
cau102c_1 0 575 4.571 1.4313 .0597
1 158 5.046 1.3125 .1044
cau102d_1 0 575 4.700 1.3724 .0572
1 158 5.178 1.2592 .1002
CLTTTK 0 575 5.163 1.2743 .0531
1 158 5.792 1.0560 .0840
Kt qu tnh cht lng bnh qun ca cc bin quan st c cho thy nhm
2 l nhm tng hi lng vi VNA hoc c ngi quen gii thiu cho im cao
159
hn nhm 1 tt cc tiu ch nh gi. Tc gi kim nh li gi thuyt rng cc kt

qu nh gi ca nhm 2 cao hn nhm 1 bng cch s dng T test. Kt qu kim
nh xem bng 3.89 ph lc 2.
Kt qu kim nh vi tiu chun Alpha 0.05 cho Sig t =.000 trn tt c cc
tiu ch. Nh vy c th khng nh rng nhm 2 nh gi cao hn nhm 1 trn tt
c cc tiu ch nh gi. iu ny cho php khng nh nhn t tim n nh hng
rt ln n cc nh gi ca hnh khch l cm gic yu hoc ght hnh khch
c t trc khi s dng dch v. Do vy, tc gi t tn cho nhn t XYZ l
nh kin.
Tng quan gia nh kin v cc nhn t cht lng nh sau:
Bng 3.90. H s hi qui (Regression Weights)
H s (Estimate) Sai s S.E. P
CLCN <--- XYZ 1.672 .105 ***
Tiennghi <--- XYZ 1.216 .101 ***
CLVS <--- XYZ 1.335 .094 ***
Giaitri <--- XYZ .927 .092 ***
CLA <--- XYZ .980 .082 ***
HLTTHE_1 <--- XYZ 1.272 .094 ***
CAU96_1 <--- XYZ .920
CAU86_1 <--- XYZ 1.026 .080 ***
Kt qu cho thy s nh kin c nh hng rt ln n nh gi ca hnh

khch v cht lng tip vin, cht lng v sinh, cht lng tng th v cht lng
tin nghi. nh kin c nh hng yu hn n nh gi v cht lng ung.
160
Cc nhn t chu nh hng t hn ca s nh kin l cht lng n, cc

phng tin gii tr v tp ch trn my bay.
Tm tt chng 3
Trong chung 3 tc gi s dng phng php hi qui tng quan

nghin cu nh hng ca tng bin trong bng hi n cht lng dch v cm
nhn ni chung v dch v mt t v trn khng ca VNA.
Tc gi cng kt hp phn tch nhn t vi SEM a ra m hnh o gm
12 ch bo, c rt gn li thnh 3 nhn t l cht lng check-in, cht lng nhn
vin v cht lng qu trnh ra my bay o mc nh hng ca cc nhn t
ny n cht lng dch v mt t tng th.
Tc gi cng a ra m hnh o gm by nhn t o cc yu t nh hng
cht lng dch v trn khng. M hnh by nhn t ny c rt gn t tp hp 33
ch bo trong bng hi.
T cc kt qu ca m hnh o v cu trc, phn di y tc gi s a ra
cc kt lun v cc kin ngh cho VNA nhm gip VNA nng cao c cht lng
dch v cm nhn.
161
KT LUN V KIN NGH
Di y l mt s tm tt t kt qu phn tch trn y:

i vi cht lng dch v mt t:
1. C th dng m hnh gm 12 ch bo nh trn o mc hi lng i
vi tng bc trong qui trnh cung ng dch v (mt t) ca VNA.
2. S nh nhn ca nhn vin lm th tc ra my bay , trt t ca khu vc
xp hng lm th tc check-in , s sn sng hng dn qui trnh ra my bay v s
nh nhn ca nhn vin check-in l cc bin c nh hng ln n nh gi v cht
lng chung v dch v mt t.
3. Nghin cu cht lng tng bc trong qui trnh cung ng dch v
nh gi mc nh hng ca tng nhn t n cht lng chung l mt m hnh
hp l.
4. Tp hp cc ch bo t cu 67a n 67d l mt tp hp o ng tin cy
cho cht lng nhn vin check-in, gm c thi nh nhn ca nhn vin; kh
nng hiu v nm bt nhu cu chnh xc; s nhit tnh chu o; v hng dn tn
tnh. Tp hp cc ch bo ng tin cy nh gi cht lng ca th tc ra my bay
gm c cau 7a Thi nh nhn; 7c S chu o khi hng dn th tc v 7d S
tin li ca vic i t phng ch ra my bay. Tuy nhin tp hp ch bo nh gi
vic t chc hot ng check-in hin mi ch c hai ch bo, nn b sung thm mt
ch bo na l mc y ca s lng cc quy lm th tc. Vic nh gi cht
lng chung hin ti ch dng 1 ch bo l nh gi chung v cht lng dch v
mt t. VNA nn a thm 2 ch bo na vo tp hp o l s tip tc la chn
VNA v s gii thiu VNA vi bn b v ngi thn, s dng thang o Likert t
1-7 thay v thang o 3 mc chc chn, khng chc chn v khng nh
hin nay.
5. nh hng n cht lng chung v dch v mt t bao gm hai nhn t
i) cht lng check-in v cht lng qu trnh ra my bay. Cht lng check-in li
l mt bin tim n c o bng hai bin tim n l cht lng t chc hot ng
check-in v cht lng nhn vin lm th tc check-in. Tuy nhin cht lng check-
162
in khng c nh hng trc tip n cht lng chung m nh hng thng qua
cht lng th tc ra my bay. iu ny c ngha l mc hnh khch nh gi
cht lng dch v check-in s nh hng n s nh gi ca h v cht lng qu
trnh ra my bay. Vic hnh khch nh gi qu trnh ra my bay cao hay thp s
nh hng n s nh gi cht lng chung. Nh vy c th kt lun cm nhn v
cht lng ca hnh khch v tng bc trong ton b qui trnh cung ng dch v
c lin quan mt thit vi nhau, v s hi lng ca bc ng trc s quyt nh
mc hi lng ca bc tip theo. Do vy khng th c mc nh gi v cht
lng chung cao nu hnh khch khng nh gi cao v mt bc no trong qui
trnh. i vi dch v mt t, bc u tin trong qui trnh l hot ng check-in
bao gm nhn vin check-in v thi gian xp hng cng nh trt t ti khu vc xp
hng. Cht lng cm nhn ti bc ny s c nh hng n cht lng cm nhn
v ton b qui trnh tip theo.
6. Nhn t cht lng check-in c h s hi qui vi cht lng th tc ra
my bay l 0.871, c ngha l cht lng check-in tng ln 1 im s lm cho cht
lng th tc ra my bay tng thm c 0.87 im. H s hi qui gia cht lng
th tc ra my bay v cht lng tng th l 0.933, c ngha l cht lng ca th
tc ra my bay tng thm c 1 im s dn n cht lng chung tng thm c
0.933 im. Nh vy c th thy c s nh hng gin tip ca cht lng
check-in i vi cht lng tng th.
i vi dch v trn khng
7. S nhit tnh chu o ca tip vin c nh hng ln nht n cht lng
chung ca dch v trn khng. Tip theo l cht lng m thanh hnh nh ca cc
chng trnh gii tr trn my bay, sau l cht lng ung v s sch s ca
gh ngi. Cui cng l hng v mn n v s tin li ca thit b ti gh ngi.
8. M hnh nghin cu cc nhn t nh hng n cht lng tng th ca
dch v trn khng c chia thnh cc nhn t thuc cht lng chc nng (cht
lng tip vin) v cht lng k thut l mt m hnh ph hp nghin cu cht
lng trn khng.
163
9. M hnh o tt v cht lng tng nhn t v cht lng tng th gm c

cc nhn t tim n sau i) Cht lng tip vin (chc nng); ii) Tin nghi gh
ngi; iii) Cht lng sch bo tp ch; iv) Cht lng v sinh; v) Cht lng n;
vi) Cht lng ung; vii) Cht lng gii tr v viii) Cht lng tng th dch
v trn khng.
10. Tp hp ch bo o tt cho tng nhm nhn t nh sau:
Tip vin Cau5e_1: Lun sn sng phc v khi qu khch yu cu
Tin nghi gh ngi Cau4a_1: S rng ri, thoi mi ca gh ngi
Cau4b_1: ng thn gh
Cau4c_1: Mc tin li khi s dng cc thit b ti gh
ngi
Cht lng v sinh Cau4e_1: S sch s trong khoang hnh khch
Cau4h_1: Cm gic trong sch, d chu ca bu khng kh
trong my bay
Cht lng n Cau73c_1: Hng v cc mn n
Cht lng gii tr Cau102a_1: Kh nng la chn chng trnh phim theo s
thch
Cau 102c_1: Kh nng la chn knh m thanh theo s
thch
164
Ba nhn t cht lng ung, cht lng tp ch v cht lng tng th cha
c tp hp o tt do ngay t trc iu tra mi nhn t ny ch c o bng mt
ch bo thay v mt tp hp ch bo.
11.Trong cc nhn t nh hng n cht lng tng th trn khng cht
lng tip vin c nh hng ln nht, sau l cht lng gii tr, tip theo l cht
lng ung, tin nghi; cht lng v sinh v cui cng l cht lng tp ch v
hng v thc n. Nh vy i vi c dch v mt t v dch v trn khng cht
lng ca i ng nhn vin v tip vin u c nh hng rt ln n nh gi
chung v cht lng tng th.
12. Cc nhn t cht lng tip vin, gii tr, ung, tin nghi, v sinh, tp
ch v hng v thc n c quan h tng quan rt cht ch vi nhau, do vy mc
d mc nh hng ca tng nhn t n cht lng cui cng c th khc nhau,
song khng th ch tp trung vo nng cao cht lng ca tip vin m b qua cc
yu t khc nh cht lng v sinh, ung.
13. nh gi ca khch hng hon ton khng khch quan . iu ny c
khng nh qua hip phng sai gia cc nhn t cao, chng t rng vic hnh
khch nh gi cao hoc thp mt nhn t u tin khch hng tri nghim trong
qu trnh thc hin dch v nhiu kh nng s dn n vic hnh khch nh gi cc
nhn t tip theo cng cao hoc thp ch khng phi do cc tiu chun k thut
khch quan quyt nh.
14. Vic khch hng khng khch quan cn c quan st thy thng qua
vic nhng khch hng hi lng vi VNA hoc c bn b hoc ngi quen
gii thiu v VNA c nh gi cao hn hn so vi nhng ngi cha tng i VNA
hoc tng i nhng khng hi lng vi VNA. Nh vy cm gic yu ght
mang tnh nh kin ca hnh khch trc khi tri qua dch v c nh hng rt ln
n nh gi ca hnh khch v cht lng dch v.
Mt s kin ngh cho VietnamAirlines
1.Trong cc cuc iu tra th trng v phn tch kt qu, VNA thng tp
trung vo phn tch bin nh gi cht lng chung nh mt ch tiu duy nht o
165
cht lng tng th. Tuy nhin mc tiu ca VNA l o s hi lng ca hnh khch,
v s hi lng ca hnh khch s dn n vic hnh khch tip tc s dng dch v
ca VNA. Do vy, VNA nn o mc hi lng ca hnh khch, v tp hp o
ca nhn t ny gm c ba ch bo thay v mt ch bo. Tp hp ch bo l Mc
hi lng chung vi dch v; gii thiu vi bn b ngi thn v tip tc bay
vi VNA . Tt c cc ch bo u c o bng thang o Likert t 1-5 hoc t 1-7.
2. Tp hp ch bo o cht lng sch bo tp ch kh y , tuy nhin cn
b sung cu hi v s ph hp ca ngn ng trong cc tp ch v sch bo .
Hin nay cc ch bo ny ang c o bng cc thang o khc nhau (c,
khng v Likert), do vy khng th a vo tp hp ch bo nh gi cht
lng sch bo.
3. Tp hp ch bo cho ung nn c b sung thm cu hi v s a
dng trong cc la chn v ung. Nh vy tp hp o s gm 3 ch bo i) c
nhiu la chn cho ung; ii) cht lng ung v iii) c cung cp ung
ng la chn. Tt c ba ch bo ny c o bng thang Likert t 1-5 hoc 1-7.
4. Dch v mt t cn bao gm c phng ch cho VIPs v khch hng
thng gia v cc tin nghi. VNA nn c phiu thit k ring cho khch hng
thng gia trong c thm cc ch bo o tin nghi phng cho khch VIPs.
5. Tp hp cc ch bo o cc nhn t khc (check-in; th tc ra my bay;
tin nghi ch ngi trn my bay; v sinh, tip vin; cht lng n, gii tr) l ng
tin cy v c th tip tc s dng trong cc cuc nghin cu trong tng lai.
6. VNA c th p dng cc phng php v cc m hnh o v m hnh cu
trc trn nghin cu cc nhn t nh hng cht lng dch v trong tng lai.
7. T kt qu phn tch d liu cho thy VNA cn t trng tm vo vic o
to nhn vin mt t v tip vin. S nh nhn lch s, chu o, tnh chuyn nghip
c nh hng ln nht n cht lng chung. Cc m hnh cu trc cng cho thy
cht lng chc nng (tip vin) c nh hng rt ln n cht lng chung.
8. i vi dch v mt t check-in l bc u tin hnh khch tri
nghim v nh kt qu phn tch trn, nh gi v check-in c nh hng ti ton
166
b cc bc v sau. Trong hoat ng check-in gm c thi v s chuyn nghip

ca nhn vin check-in, ng thi c s trt t ca xp hng cng nh thi gian
ch. VNA nn o to i ng ny tht tt v kh nng giao tip cng nh s
chuyn nghip trong chuyn mn, ng thi t chc tt vic xp hng to ra n
tng tt nht ngay t bc u tin cho hnh khch.
9. i vi dch v trn khng cht lng tip vin l yu t nh hng ln
nht n cht lng chung, do vy o to i ng tip vin v kh nng giao tip,
s chu o v chuyn nghip cng l iu rt quan trng. Tip theo i vi cc
chuyn bay ng di, gii tr l nhn t quan trng th hai cn c tp trung ci
thin cht lng v ung l nhn t th ba cn c ch .
10. i vi cc chuyn bay di loi my bay c th l mt mi quan tm ca
hnh khch i vi cht lng k thut. Do vy VNA nn b sung vo bng hi tp
hp o cht lng ca my bay, s dng thang o Likert.
11. VNA nn thit k cc cuc iu tra chuyn tm hiu su hn cc
nhn t nh hng n tng nhm hnh khch. V d: nghin cu cc yu t nh
hng n mc hi lng ca khch Nht Bn; hoc cc yu t nh hng mc
hi lng ca khch hng thng gia. Hin ti b d liu ang c s dng
nh gi hnh khch thuc rt nhiu ng bay khc nhau nn kt qu c th khng
hu ch bng nghin cu chuyn su cho mt ng bay hoc mt nhm khch
hng c th.
12. Nh trn ni s nh gi ca hnh khch hon ton khng mang tnh
khch quan m b chi phi bi cm xc v nh kin. Da trn kt lun ny tc
gi a ra hai kin ngh lin quan n marketing v chm sc khch hng cho VNA.
Th nht, VNA nn tp trung vo xy dng hnh nh nh mt hng hng khng
quc gia thn thin, chu o v thu hiu khch hng. Vic khch hng c n tng
tt v hng trc khi th nghim dch v s dn n nhng nh gi tt, v khch
hng c nhng n tng xu v hng nhiu kh nng s c nhng nh gi xu
v dch v. Th hai, VNA cn c bit tp trung vo nhm khch hng s dng
VNA v hi lng vi VNA. Chng trnh hnh khch thng xuyn (FFP) l
167
mt cch rt tt gi chn khch hng s dng dch v, tuy nhin vn cn

nhiu vn lin quan n chng trnh ny. Ngoi FFP, VNA nn c thm nhng
chng trnh chm sc khch hng c bit khc, chng hn nh gi thip sinh
nht. Do s lng hnh khch ca VNA rt ln nn pht hin c ai l hnh
khch tha mn, trung thnh VNA cn c h thng phn mm CRM qun tr
hnh khch.
Trn y l cc kin ngh tc gi rt ra sau khi p dng tng hp cc
phng php thng k nghin cu cc yu t nh hng cht lng dch v mt t
v trn khng ca VNA.
168
KT LUN CHUNG
Sau qu trnh tng hp h thng l thuyt v p dng vo nghin cu cht

lng dch v hnh khch ca VNA, tc gi c mt s kt lun chung nh sau:
1. Khi xy dng phiu thm d s cm nhn ca khch hng v cht lng
dch v v s hi lng ca khch hng v dch v, doanh nghip nn da trn vic
phn tch ton b qui trnh cung cp dch v, t a ra tp hp cc cu hi bao
trm ton b cc bc trong qui trinh cung ng. Nh kt qu nghin cu ch ra,
s hi lng ca khch hng vi dch v bc sau thng b chi phi bi mc
hi lng bi cc dch v bc trc , do vy nn nghin cu ton b cc bc
trong qui trnh xc nh mc nh hng dy chuyn ca cc bc v xc nh
cc bc c mc nh hng ln nht trong ton b cc mt xch.
2. Khi nghin cu cht lng dch v, ty tng tnh hung c th m c th
nghin cu theo qui trnh hoc nghin cu theo cc yu t cu thnh, tc l cht
lng k thut bao gm cc yu t hu hnh ca dch v v cht lng chc nng
(yu t con ngi ). Vic nghin cu theo qui trnh s ph hp khi nghin cu cht
lng tng th nh l kt qu cui cng ca mt chui cc bc cung ng, cn khi
nghin cu su vo mt bc c th trong chui cc bc cung ng nn nghin cu
nh hng ca cht lng dch v theo cc yu t cu thnh, m bao trm nht l
cch phn loi theo cht lng k thut v cht lng chc nng.
3. Trong cc cuc thm d kin khch hng ti Vit nam trc y khi
ngh khch hng nh gi v cht lng tng th cc nh nghin cu th trng
thng ch dng mt cu hi l Anh (Ch) hy nh gi v cht lng tng th ca
dch v. Tuy nhin tng chnh xc cng nh s nht qun trong cu tr li, t
nht hai bin khc nn c b sung l Anh (Ch) c tip tc s dng dch v ca
doanh nghip nghip khng v Anh (Ch) c gii thiu dch v ca doanh nghip
vi ngi thn v bn b khng. C ba bin u c o qua thang Likert t 1-5
hoc t 1-7. Ba bin ny l cc ch bo ca nhn t tim n nh gi chnh xc hn
mc hi lng ca khch hng.
169
4. Mt qui trnh tng t nh tc gi lm khi nghin cu cht lng

dch v hng khng c th c p dng trong cc ngnh dch v khc nh ngn
hng, ti chnh, khch sn, gio dc. Trc khi thu thp thng tin thng qua phiu
hi, cn phi dng c m hnh gm cc bc trong qui trnh cung ng dch v c
th, v cc yu t thuc cht lng k thut v cht lng chc nng. Cc tiu ch
o cht lng chc nng rt quan trng, c bit i vi nhng ngnh nh gio dc,
ti chnh, do vy cn a cc bin quan st c trc tip di dng cc cu hi
vo trong phiu thm d khch hng.
5. Hai phng php phn tch nhn t v SEM c th s dng c
nghin cu cc vn tru tng v mang tnh tm l nh cht lng dch v, s
tha mn, nh hng khch hng vvv ti Vit nam. Mt phng php thng hay
c s dng trc y l hi qui a bin vn c th s dng c khi nghin cu
cc hin tng ny, tuy nhin s dng phng php ny thng mt d liu nhiu
do nh hng ca a cng tuyn, do cc yu t tm l thng c quan h tng
quan cht ch vi nhau, do vy khng th a vo thnh cc bin c lp trong m
hnh hi qui a bin. Phng php phn tch nhn t v SEM cho php gii quyt
vn a cng tuyn trong m hnh.
170
DANH MC CNG TRNH CA TC GI
1. Trn Phng Lan (2003), Tng cng nng lc cnh tranh thng qua lin
kt ngnh, Tp ch Kinh t pht trin, S 78, thng 12/2003, H Ni.
2. Trn Phng Lan (2004), Cht lng dch v v mt s phng php qun
l cht lng dch v ang c p dng trn th gii, Tp ch Kinh t pht
trin, S 84, thng 6/2004, H Ni.
3. Trn Phng Lan (2007), Mt s vn c bn trong quan nim hin i v
qun tr cht lng dch v, Tp ch Kinh t pht trin, S 122, thng
8/2007, H Ni.
4. Trn Phng Lan (2007), Bin tim n v ng dng trong nghin cu cc
nhn t nh hng n s hi lng ca khch hng, Tp ch Thng mi, S
19, thng 8/2007, H Ni.
171
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174
PH LC I
175
176
177
178
179
180
181
182
183
PH LC II
184
Adjusted R Std. Error of the

Model R R Square
Square Estimate
1 .754(a) .568 .568 .8616
2 .794(b) .631 .631 .7970
3 .800(c) .641 .640 .7866
4 .806(d) .649 .649 .7771
5 .808(e) .653 .652 .7732
6 .809(f) .655 .655 .7707
7 .810(g) .656 .656 .7694
8 .811(h) .658 .657 .7682
9 .811(i) .658 .657 .7675
10 .812(j) .659 .658 .7669
a Predictors: (Constant), cau7e_1

b Predictors: (Constant), cau7e_1, cau68_1
c Predictors: (Constant), cau7e_1, cau68_1, cau66_1
d Predictors: (Constant), cau7e_1, cau68_1, cau66_1, cau7b_1
e Predictors: (Constant), cau7e_1, cau68_1, cau66_1, cau7b_1, cau7a_1
f Predictors: (Constant), cau7e_1, cau68_1, cau66_1, cau7b_1, cau7a_1,
cau67d_1
g Predictors: (Constant), cau7e_1, cau68_1, cau66_1, cau7b_1, cau7a_1,
cau67d_1, cau67a_1
h Predictors: (Constant), cau7e_1, cau68_1, cau66_1, cau7b_1, cau7a_1,
cau67d_1, cau67a_1, cau7c_1
i Predictors: (Constant), cau7e_1, cau68_1, cau66_1, cau7b_1, cau7a_1,
cau67d_1, cau67a_1, cau7c_1, cau7d_1
j Predictors: (Constant), cau7e_1, cau68_1, cau66_1, cau7b_1, cau7a_1,
cau67d_1, cau67a_1, cau7c_1, cau7d_1, cau64_1
185
Std. Error Change Statistics

Mode R Adjusted
of the R Square F df Sig. F
l Square R Square df2
Estimate Change Change 1 Change
1 .351 .350 1.0136 .351 394.488 1 731 .000
2 .441 .439 .9413 .090 117.590 1 730 .000
3 .480 .478 .9084 .039 54.720 1 729 .000
4 .496 .493 .8948 .016 23.433 1 728 .000
5 .504 .500 .8882 .008 11.726 1 727 .001
6 .509 .505 .8842 .005 7.643 1 726 .006
7 .512 .507 .8822 .003 4.263 1 725 .039
8 .515 .509 .8804 .003 4.025 1 724 .045
9 .513 .508 .8813 -.002 2.518 1 724 .113

a Predictors: (Constant), cau5c_1
b Predictors: (Constant), cau5c_1, cau102b_1
c Predictors: (Constant), cau5c_1, cau102b_1, cau86_1
d Predictors: (Constant), cau5c_1, cau102b_1, cau86_1, cau4a_1
e Predictors: (Constant), cau5c_1, cau102b_1, cau86_1, cau4a_1, cau4f_1
f Predictors: (Constant), cau5c_1, cau102b_1, cau86_1, cau4a_1, cau4f_1,
cau96_1
g Predictors: (Constant), cau5c_1, cau102b_1, cau86_1, cau4a_1, cau4f_1,
cau96_1, cau4c_1
h Predictors: (Constant), cau5c_1, cau102b_1, cau86_1, cau4a_1, cau4f_1,
cau96_1, cau4c_1, cau73c_1
i Predictors: (Constant), cau5c_1, cau102b_1, cau86_1, cau4f_1, cau96_1,
cau4c_1, cau73c_1
186
Bng 3.21. Covariances: (Group number 1 - Default model)

M.I. Par Change
z1 <--> HLTTHE_1 18.625 .058
z1 <--> Ttmb 19.027 -.055
d2 <--> HLTTHE_1 6.661 -.024
d2 <--> Ttmb 6.838 .023
e13 <--> HLTTHE_1 9.085 .038
e12 <--> Ttmb 9.264 -.044
e11 <--> Hlci 9.676 .020
e11 <--> Ttmb 6.781 -.016
e11 <--> d2 6.905 .017
e10 <--> HLTTHE_1 11.686 -.022
e10 <--> Hlci 17.382 .026
e10 <--> Ttmb 6.846 -.015
e10 <--> z1 29.203 -.047
e10 <--> d2 52.930 .044
e10 <--> e13 4.707 -.018
e10 <--> e12 12.124 -.035
e10 <--> e11 122.487 .043
e9 <--> Hlci 8.009 -.024
e9 <--> Ttmb 9.203 .024
e9 <--> z1 31.746 .065
e9 <--> d2 38.526 -.050
e9 <--> e12 41.754 .086
e9 <--> e11 37.314 -.033
e9 <--> e10 21.388 -.024
e8 <--> HLTTHE_1 8.345 .025
e8 <--> Hlci 52.060 -.062
e8 <--> Ttmb 40.979 .051
e8 <--> d2 57.486 -.063
e8 <--> e11 66.598 -.046
e8 <--> e10 16.780 -.022
e8 <--> e9 93.093 .069
e5 <--> HLTTHE_1 10.791 .036
e5 <--> Hlci 12.019 -.039
e5 <--> d2 15.958 -.043
e5 <--> e13 16.014 .057
e5 <--> e12 15.265 -.069
187
M.I. Par Change

e5 <--> e11 4.232 -.015
e5 <--> e10 8.258 -.021
e5 <--> e8 11.052 .032
e4 <--> Hlci 48.722 .053
e4 <--> Ttmb 15.788 -.027
e4 <--> z1 27.263 -.054
e4 <--> d2 100.350 .073
e4 <--> e13 12.046 -.034
e4 <--> e11 26.209 .026
e4 <--> e10 15.754 .019
e4 <--> e5 20.742 .038
e3 <--> HLTTHE_1 4.093 -.015
e3 <--> z1 16.493 -.041
e3 <--> d2 19.302 .032
e3 <--> e12 14.188 -.044
e3 <--> e8 6.027 .016
e3 <--> e4 373.369 .106
e2 <--> Hlci 13.028 -.033
e2 <--> Ttmb 7.074 .022
e2 <--> z1 26.437 .064
e2 <--> d2 44.820 -.059
e2 <--> e13 5.844 .028
e2 <--> e12 8.115 .041
e2 <--> e11 16.361 -.025
e2 <--> e10 19.221 -.026
e2 <--> e9 14.108 .029
e2 <--> e5 48.538 -.071
e2 <--> e4 216.408 -.100
e2 <--> e3 86.662 -.062
e1 <--> Hlci 6.914 -.016
e1 <--> d2 7.955 -.016
e1 <--> e12 5.261 .021
e1 <--> e4 104.007 -.043
e1 <--> e3 66.391 -.034
e1 <--> e2 519.807 .119
188

M.I. Par Change
ttmb <--> clci 1632.185 .887
z1 <--> ttmb 38.872 .130
d2 <--> ttmb 701.319 .454
e13 <--> ttmb 35.098 .115
e10 <--> e15 5.653 -.021
e10 <--> hlci 4.723 -.020
e10 <--> z1 45.166 -.059
e10 <--> d2 26.307 .036
e10 <--> e13 6.890 -.021
e10 <--> e12 19.063 -.043
e10 <--> e11 68.290 .031
e9 <--> ttmb 54.135 .094
e9 <--> z1 45.789 .080
e9 <--> d2 22.184 -.046
e9 <--> e12 43.140 .088
e9 <--> e11 31.808 -.031
e9 <--> e10 21.317 -.024
e8 <--> e15 8.434 .036
e8 <--> ttmb 113.459 .140
e8 <--> z1 7.896 .034
e8 <--> d2 9.265 -.030
e8 <--> e11 49.158 -.040
e8 <--> e10 10.137 -.017
e8 <--> e9 129.863 .084
189
M.I. Par Change

e5 <--> e15 5.729 .040
e5 <--> clci 20.847 .078
e5 <--> e13 16.237 .061
e5 <--> e12 8.048 -.052
e5 <--> e8 7.966 .029
e3 <--> e15 10.420 -.041
e3 <--> clci 165.301 .173
e3 <--> z1 10.822 -.042
e3 <--> d2 216.206 .154
e3 <--> e11 8.173 .017
e3 <--> e10 17.343 .024
e2 <--> clci 70.944 .132
e2 <--> z1 42.156 .097
e2 <--> e13 5.349 .032
e2 <--> e12 19.920 .075
e2 <--> e10 4.698 -.015
e2 <--> e9 17.952 .039
e2 <--> e5 7.694 -.034

M.I. Par Change
e27 <--> e28 9.728 -.127
CLVS <--> e28 7.870 .132
CLVS <--> e27 4.102 .090
CLVS <--> CLA 111.930 .173
Giaitri <--> CLA 75.581 .165
190
M.I. Par Change

Giaitri <--> CLVS 117.797 .641
Tiennghi <--> e28 4.235 .107
Tiennghi <--> CLA 83.897 .167
Tiennghi <--> CLVS 281.418 .950
Tiennghi <--> Giaitri 147.665 .799
CLCN <--> CLA 118.856 .168
CLCN <--> CLVS 350.580 .897
CLCN <--> Giaitri 109.936 .583
CLCN <--> Tiennghi 217.844 .786
CAU86_1 <--> e27 12.821 .149
CAU86_1 <--> CLA 147.345 .186
CAU86_1 <--> CLVS 182.089 .642
CAU86_1 <--> Giaitri 104.728 .565
CAU86_1 <--> Tiennghi 126.353 .595
CAU86_1 <--> CLCN 228.353 .676
CAU96_1 <--> CLA 98.676 .153
CAU96_1 <--> CLVS 174.397 .633
CAU96_1 <--> Giaitri 149.633 .681
CAU96_1 <--> Tiennghi 165.143 .685
CAU96_1 <--> CLCN 172.908 .593
CAU96_1 <--> CAU86_1 142.326 .534
e24 <--> e27 5.928 .104
e24 <--> CLVS 83.984 .446
e24 <--> Giaitri 66.987 .462
e24 <--> Tiennghi 70.775 .455
191
M.I. Par Change

e24 <--> CLCN 82.354 .415
e24 <--> CAU86_1 120.207 .499
e24 <--> CAU96_1 70.794 .386
e23 <--> e27 19.549 .184
e23 <--> CLVS 113.879 .507
e23 <--> Giaitri 60.111 .427
e23 <--> Tiennghi 76.013 .460
e23 <--> CLCN 126.029 .501
e23 <--> CAU86_1 128.490 .503
e23 <--> CAU96_1 101.354 .450
e23 <--> e24 426.922 .938
e22 <--> e27 9.078 .137
e22 <--> CLVS 78.066 .458
e22 <--> Giaitri 59.476 .464
e22 <--> Tiennghi 59.319 .445
e22 <--> CLCN 86.115 .453
e22 <--> CAU86_1 114.676 .519
e22 <--> CAU96_1 71.813 .414
e22 <--> e24 324.209 .893
e22 <--> e23 401.936 .970
e21 <--> Giaitri 11.232 .138
e21 <--> Tiennghi 45.231 .264
e21 <--> CLCN 34.349 .195
e21 <--> CAU86_1 21.783 .154
e21 <--> CAU96_1 10.433 .108
192
M.I. Par Change

e21 <--> e24 5.742 .081
e21 <--> e23 4.520 .070
e20 <--> e27 5.064 -.072
e20 <--> Giaitri 8.655 .126
e20 <--> Tiennghi 16.150 .165
e20 <--> CLCN 18.391 .148
e20 <--> CAU86_1 4.929 .076
e20 <--> CAU96_1 12.729 .124
e20 <--> e24 14.874 .136
e20 <--> e23 4.802 .075
e20 <--> e21 35.948 .152
e19 <--> CLA 4.669 .019
e19 <--> e22 5.666 .067
e19 <--> e21 4.374 -.039
e18 <--> e27 4.552 .047
e18 <--> e19 5.073 .027
e17 <--> e22 5.258 .094
e16 <--> CLVS 7.144 .083
e16 <--> Tiennghi 5.370 .080
e16 <--> CLCN 4.695 .063
e16 <--> CAU96_1 5.423 .068
e16 <--> e23 7.798 .081
e16 <--> e21 5.644 .051
e15 <--> e27 5.661 .070
e15 <--> CAU96_1 6.006 .077
193
M.I. Par Change

e15 <--> e23 6.738 .081
e15 <--> e22 8.051 .097
e15 <--> e18 5.203 .038
e14 <--> CLA 16.706 .046
e14 <--> CLVS 7.846 .098
e14 <--> Tiennghi 9.006 .116
e14 <--> CLCN 4.736 .071
e14 <--> CAU86_1 8.809 .097
e11 <--> CLVS 4.436 .067
e11 <--> e22 8.518 .094
e10 <--> CLVS 4.178 .065
e10 <--> CAU86_1 4.738 .065
e10 <--> CAU96_1 4.603 .065
e10 <--> e21 9.097 .067
e9 <--> CLA 12.728 .052
e9 <--> CLVS 27.477 .237
e9 <--> Giaitri 24.850 .261
e9 <--> CLCN 25.574 .215
e9 <--> CAU86_1 12.242 .148
e9 <--> CAU96_1 6.094 .105
e9 <--> e24 4.024 .087
e9 <--> e23 14.019 .158
e9 <--> e21 11.255 .105
e9 <--> e18 5.234 .052
e9 <--> e16 7.117 .074
194
M.I. Par Change

e8 <--> CLVS 5.010 .099
e8 <--> CLCN 5.471 .097
e8 <--> CAU96_1 4.222 .085
e8 <--> e9 5.335 .089
e5 <--> e28 31.110 .130
e5 <--> CAU96_1 9.921 .076
e5 <--> e24 4.305 .051
e4 <--> e28 23.428 -.117
e4 <--> CLA 7.457 .023
e4 <--> CLVS 7.042 .070
e4 <--> Tiennghi 8.663 .087
e4 <--> CAU96_1 10.442 .080
e4 <--> e21 4.618 .039
e4 <--> e20 7.879 .054
e4 <--> e19 10.700 -.047
e3 <--> e27 32.747 .121
e3 <--> e24 5.164 .053
e3 <--> e23 4.649 .049
e3 <--> e14 4.240 -.034
e3 <--> e8 4.371 -.044
e3 <--> e5 5.997 .030
e2 <--> e28 13.943 -.075
e2 <--> CLA 4.151 .015
e2 <--> e20 4.889 .036
e2 <--> e5 11.073 -.037
195
M.I. Par Change

e2 <--> e4 24.750 .057
e1 <--> e28 28.807 .121
e1 <--> e27 19.503 -.095
e1 <--> e15 5.711 -.039
e1 <--> e5 10.874 -.040
e1 <--> e3 11.277 -.039
e1 <--> e2 11.883 .037
Bng 3.89. Independent Samples Test

F t Df Sig. Mean Std. Error
(2-tailed) Difference Difference
cau4a Equal
_1 variances .041 731 .000 -.7012 .1263 -.9492
assumed
Equal
variances not 312.152 .000 -.7012 .1101 -.9178
assumed
cau4b Equal
_1 variances .565 731 .000 -.6035 .1260 -.8510
assumed
Equal
variances not 284.735 .000 -.6035 .1157 -.8312
assumed
cau4c Equal
_1 variances .052 731 .000 -.6716 .1374 -.9413
assumed
Equal
variances not 295.499 .000 -.6716 .1234 -.9144
assumed
cau4d Equal
_1 variances .296 731 .000 -.5922 .1399 -.8669
assumed
Equal
variances not 271.288 .000 -.5922 .1323 -.8527
assumed
196
cau4e Equal
_1 variances .004 731 .000 -.6030 .1075 -.8141
assumed
Equal
variances not 297.601 .000 -.6030 .0962 -.7923
assumed
cau4f_ Equal
1 variances .000 731 .000 -.6244 .1117 -.8437
assumed
Equal
variances not 331.222 .000 -.6244 .0944 -.8102
assumed
cau4g Equal
_1 variances .029 731 .000 -.4859 .1158 -.7132
assumed
Equal
variances not 273.060 .000 -.4859 .1090 -.7005
assumed
cau4h Equal
_1 variances .001 731 .000 -.7495 .1109 -.9673
assumed
Equal
variances not 307.988 .000 -.7495 .0974 -.9411
assumed
cau4i_ Equal
1 variances .000 731 .000 -.5526 .0997 -.7483
assumed
Equal
variances not 327.756 .000 -.5526 .0847 -.7192
assumed
cau5a Equal
_1 variances .002 731 .000 -.6867 .1083 -.8994
assumed
Equal
variances not 302.458 .000 -.6867 .0960 -.8757
assumed
cau5b Equal
_1 variances .000 731 .000 -.6720 .1048 -.8777
assumed
Equal
variances not 337.774 .000 -.6720 .0877 -.8446
assumed
197
cau5c Equal
_1 variances .000 731 .000 -.7404 .1098 -.9560
assumed
Equal
variances not 342.966 .000 -.7404 .0913 -.9199
assumed
cau5d Equal
_1 variances .003 731 .000 -.6029 .1028 -.8047
assumed
Equal
variances not 329.350 .000 -.6029 .0871 -.7743
assumed
cau5e Equal
_1 variances .006 731 .000 -.6020 .1059 -.8099
assumed
Equal
variances not 298.296 .000 -.6020 .0946 -.7882
assumed
cau5f_ Equal
1 variances .015 731 .000 -.3934 .0933 -.5765
assumed
Equal
variances not 328.670 .000 -.3934 .0792 -.5491
assumed
cau5g Equal
_1 variances .003 731 .000 -.4235 .0927 -.6055
assumed
Equal
variances not 312.114 .000 -.4235 .0808 -.5825
assumed
cau5h Equal
_1 variances .000 731 .000 -.5406 .1012 -.7393
assumed
Equal
variances not 337.962 .000 -.5406 .0847 -.7072
assumed
cau5i_ Equal
1 variances .002 731 .000 -.5695 .1024 -.7705
assumed
Equal
variances not 334.013 .000 -.5695 .0862 -.7391
assumed
198
cau5j_ Equal
1 variances .011 731 .000 -.5695 .1055 -.7766
assumed
Equal
variances not 309.598 .000 -.5695 .0923 -.7512
assumed
cau5k Equal
_1 variances .000 731 .000 -.6285 .0945 -.8140
assumed
Equal
variances not 357.337 .000 -.6285 .0770 -.7800
assumed
cau73 Equal
a_1 variances .556 731 .026 -.2510 .1124 -.4717
assumed
Equal
variances not 242.996 .030 -.2510 .1148 -.4771
assumed
cau73 Equal
b_1 variances .872 731 .000 -.3891 .1047 -.5946
assumed
Equal
variances not 257.368 .000 -.3891 .1026 -.5910
assumed
cau73 Equal
c_1 variances .208 731 .003 -.3248 .1077 -.5362
assumed
Equal
variances not 250.138 .003 -.3248 .1076 -.5368
assumed
cau86 Equal
_1 variances .763 731 .000 -.4527 .0972 -.6436
assumed
Equal
variances not 253.400 .000 -.4527 .0963 -.6423
assumed
cau96 Equal
_1 variances .071 731 .000 -.5569 .0972 -.7478
assumed
Equal
variances not 247.546 .000 -.5569 .0979 -.7498
assumed
199
cau10 Equal
2a_1 variances 1.000 731 .020 -.2525 .1087 -.4659
assumed
Equal
variances not 261.908 .017 -.2525 .1052 -.4597
assumed
cau10 Equal
2b_1 variances .191 731 .000 -.5298 .1316 -.7882
assumed
Equal
variances not 282.664 .000 -.5298 .1213 -.7686
assumed
cau10 Equal
2c_1 variances .578 731 .000 -.4756 .1263 -.7236
assumed
Equal
variances not 268.524 .000 -.4756 .1203 -.7124
assumed
cau10 Equal
2d_1 variances .974 731 .000 -.4781 .1212 -.7160
assumed
Equal
variances not 268.400 .000 -.4781 .1154 -.7053
assumed
CLTT Equal
TK variances .061 731 .000 -.6295 .1105 -.8465
assumed
Equal
variances not 294.859 .000 -.6295 .0994 -.8251
assumed

Vận Dụng Các Phương Pháp Thống Kê Nghiên Cứu Các Nhân Tố Ảnh Hưởng Chất Lượng Dịch Vụ Mặt Đất Và Trên Không Của Việt Nam Airlines VNA

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Vận Dụng Các Phương Pháp Thống Kê Nghiên Cứu Các Nhân Tố Ảnh Hưởng Chất Lượng Dịch Vụ Mặt Đất Và Trên Không Của Việt Nam Airlines VNA

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1

DANH MC CC BNG BIU

Bng 2.1 : Ma trn tng quan................................................................................ 76

Bng 3.23. H s RMSEA...................................................................................... 124

Bng 3.84. Cc h s so snh c bn (Baseline Comparisons).............................. 155

Xu th ton cu ho ang t cc doanh nghip Vit Nam ng trc tnh

bay. Kt lun rt ra trong lun n c a ra da trn kt qu nh gi ca hnh

3. Tc gi ng dng cc phng php ny nghin cu cc m hnh

1.1. CHT LNG DCH V HNG KHNG

trong bi cnh ca nn kinh t th trng. Tt c cc doanh nghip u phi ly

nh cht lng sn phm tt hn s mong i, khch hng s hi lng v doanh

bn tm nhiu n bin gii ny. Cc phng php qun l cht lng c cp

Thit k cc Marketing Bn v qua Thc hin

Hnh 1.1: Chui gi tr trong dch v hng khng

1.1.2.1.1 S hi lng ca khch hng vi lch bay

do Qu h tr Quc t ca Hip hi hnh khch s dng dch v hng khng vo

dch v li phi lun bao qut c, thu tm c tt c iu , ci g sn xut

ty t chc cc tour ln to ra.Theo B Giao thng vn ti ca Hoa K th 80%

s tip vin trn mi chuyn bay, cc loi bo v tp ch c trn chuyn bay, cc

Quc u nm 1990 a ra gii thiu dch v hng bn-gi l La chn kinh

Dch v ln my bay (boarding) c xc nh t lc khch bt u c

1.1.2.2.2. Dch v trn khng

1.2. QUN TR CHT LNG DCH V HNG KHNG

1.2.1. Qun tr cht lng dch v

Qun tr cht lng dch v l mt khi nim m tt c cc nh qun tr

Bc 1:To lp cc tha thun

iu u tin trong qu trnh thc hin dch v l nh ra nhng iu khch

Khi xc nh c khch hng mc tiu, cn c mt bn tha thun v

thut nghip v kt hp vi mt thi nh hng khch hng s p ng c

Mt cch c c s kt hp gia k nng nghip v v k nng khch

Bc 4: o lng cht lng

Nh trnh by phn trn, dch v c cu thnh bi hai yu t: cht

nhn nh th no). Hu ht cc t chc u gim st d liu v c hai cht lng.

C kh nhiu m hnh c s dng o lng cht lng. Phn ny s

Phng php SERVQUAL: c trng ca m hnh ny l o cht lng

Phng php o s hi lng tng th v mc nh hng ca tng nhn t

Mt phng php na cng c s dng trong o lng cht lng dch v l

Chc chn s s dng dch v trong tng lai.

Chc chn s gii thiu dch v cho nhng ngi khc.

Bc 5: Qun tr s thay i trong qui trnh cung cp dch v

Nh trn ni, mc tiu tng qut ca qun tr cht lng l lin tc ci

Lm cho hnh khch nm c h c th k vng nhng g nh cung

a ra nhng h tr khi cn thit mt cch nhanh chng, trch nhim v

ha nhn v sa cha cc khuyt im mt cch nhanh chng

Nm c thng tin thay i qui trnh v loi b cc khuyt im mang

V mt ngn hn, vic lm cho i ng nhn s trc tip tip xc vi

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Nh nhiu ln cp trong lun n, mc d c nhng n lc trong vic

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M hnh cc khong cch cht lng dch v

Khong cch 1: S k vng ca khch hng so vi s nhn thc trong

Khong cch 2: Nhn thc trong qun l so vi c tnh ca dch v:

Khong cch 3: c tnh dch v so vi cung cp dch v: y l kt qu

Khong cch 4: Vic cung cp dch v so vi nhng ha hn. y l kt

Khong cch 5: S khc bit v k vng ca khch hng v nhn thc

Khong cch 6: S khc bit gia k vng ca khch hng v nhn

Thng tin Cc nhu cu Kinh nghim

Cung cp dch v Thng tin

Hnh 1.2: M hnh cc khong cch (KC) cht lng dch v

M hnh khong cch l mt trong nhng ng gp c gi tr khm ph nht

Nghin cu v s o lng cht lng dch v ch yu tp trung vo vic

1995, nhn xt bi v vic cung cp dch v rt phc tp, n khng ch n thun

Phng php SERVQUAL cng c kh nhiu ng dng trong lnh vc dch