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P H A T T R I E N K I N H T E
S6'
258, Thdng TU ndm 2012
NG HIEN CUU CAC N H A N TO TAC D O N G DEN
SV HAI LONG CUA KHACH DU LICH QUOC IE
DOI VOI KHACH SAN 4-5 SAO
NGHIENCUtJ
T H U C
TIEN TAI GREEN PLAZA - DA NANG
LE VAN HUY* &
NGUYEN
DUY QUANG*
Chdt luang dich
v
vd gid cd cdm nhdn Id mdt yen to quan trpng tdc dpng den sirhdi
long cua
khdch hdng trong nhieu linh vuc, nhieu ng hiin cuu dd nhiin
mgnh, cdc td chuc, doanh nghiep
cdn ndlireduy tri vd cdi tien chdt lupng djch vu nhiim tgo ra su
hdi long vd giu chdn khdch hdng .
Trin ca.sd tiing hap ly thuyet cua cdc tdc gid trin the gidi vd
thuc hien nghien curudinh tinh, bdi
viet se gidi thieu m d hinh ly thuyet n ghiin ciru cdc nhdn td
tdc dpng den su hdi long cua kh dch du
lich quoc te, ddng thdi thuc hiin nghien ciiu dinh luang tgi
khdch san Green Plaza, Dd Ndng
DN).
Ket qud nghien ciru cho thdy cdc nhdn td cd mdi quan he
v&isu hdi long nhu : 1) do an /
thuc udng; 2) cdc dich v u gid tri gia tdng; (3)phong nghi; 4)
gid cd cdm nhgn; 5)sirtien lpi;vd
6) an ninh. Nghien cuu giup cho cdc nhd qudn tri cd ca sd trong
viec hogch dinh chien luac cgnh
tranh trong xu the hpi nhgp sdu vd mgnh me vdo nin kinh te toan
cau.
Tir khda: Su h di
long
khdch
san,
khdch quoc
te,
chdt luang dich vu. gid cam nhdn, TP Dd Xdng
1.Gidi thieu
Tu nam 2008 den nay, du lich TP DN da phat
trien khdng ngung, lugng khach ndi dja va qude te
den DN nam sau ludn eao ban nam trude, theo dd
mdt chudi eae khach san eao cap dugc dau tu
xa\'
dung, nham dap ung tdi da nhu eau nghi dudng
ciia
du khach khi den tham quan DN. Theo thdng ke
eiia
Sd Van hda, The thao va Du ljeh TP. DN, nam
2011,
DN ed tdng edng 278 khach san vdi 8.663 phdng,
trong do ed 38 khach san dat tieu chuan tu 3-5 sao,
dap ung mgt lugng
ldn'
nhu eau eua khach du lich
den vdi DN ndi rieng va mien Trung Tay Nguyen
ndi chung. Dinh hudng chidn luge phat tridn kinh te
xa hdi TP DN trong thdi gian qua da xem nganh
du lich la mdt nganh mui nhgn, ddng vai trd trgng
yeu trong vide phat trien kinh te Thanh pho trong
tuong lai. Ddng thdi eung djnh hudng phat tridn du
ljeh tren ea sd cung ed va phat tridn chat lugng djch
vu nham hudng den phat tridn ben viing.
NGHIEN
cdu
& TRAO
Odi
Chat lugng dich \u la mdt \d u to quan trong tac
ddng den s u hai long cua khach hang trong nhieu
ITnh
\irc,
nhieu nghien euu da nhan manh, cac to
chuc, doanh nghiep can nd
lire
du \ tri \a cai tien
chat lugng dich \
u
nham tao ra
sir
hai
ldng
va giii
chan khach hang. Tai cae nude phat tridn, cac cdng
trinh nghien euu \d chat lugng dich vu va
sir
hai
long
ciia
khach hang trong ITnh
%
uc khach san kha
nhieu, luy nhien, tai VN. day la ITnhvue ma cac nha
khoa hgc \a quan ly ehua that
sir ehii
y. Hien tai,
mdt sd khach san cd nhirng phieu khao sat kliach du
ljeh,
tuN
nhien, phieu khao sat du ge thiet ke don
gian theo y
chii
quan
ciia
ngudi quan li. Vi vay, viec
thuc hien nghien euu dinh lug ng n him xay dung
thang do, khao sat mdi quan he giua chat lupng dich
vu, gia ea dich vu vdi su hai long eua khach du lich
qude te ddi vdi khach san 4-5 sao, tu dd, trien khai
nghien euu thue tien tai khach san Green Plaza -
DN
la minh hga ed y nghTa quan trgng trong vide hoach
dinh chien luge phat trien ben v ung djch vu du Hch
DN ndi chung va djch vu khach san tai GreenPlaza-
TS.
TrwangD9I hqcKinh te Dal hoc Da Nang
Email: [email protected]
**
ThS.
S Du Ijch Than h pho Da Nan g
mailto:[email protected]:[email protected]
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P H A T T R I E N K I N H T E
So 258, Thd ng TUndm 2012
DN ndi rieng tren ea sd nghien euu chkt lugng djch
vu va gia ea cam nhan cua khach du lich.
2.
Cd sd ly th uy et
Trdn ca sd tdng hgp ly thuyet
ciia
cac nghidn cuu
trudc va kdt qua cua nghien euu dinh tinh (thdng qua
phdng van ehuyen sau). nhdm tac gia phan tich cac
khai niem lien quan den eae nhan to tac ddng den su
hai long eua khach hang gdm cac
\cu
to chat lugng
djch vu va gia cam nhan.
2.1.
Cdc nhdn td tdc dpng den su hdi long
khdch hdng
2.1.1.Chdtlin/ngdich vu
Xa> dung \a eai tien chat lugng djch vu dugc
xem nhu la mdt \ an dd het
sue
quan trgng trong kinh
doanh ndi ehung \
a
kinh doanh khach san ndi ridng
nham gia tangsir hai long \a trung thanh cua khach
hang ddi \di doanh nghidp. Chat lugng djch \u la
nhan td tao
sir
khae bidt ben trong cua \
ice
kinh
doanh khach san. cung cap cac djch \u ddng nhat
nham dam bao chat lugng chung cua khach hang
theo mdt tieu chuan nhat djnh (hang sao). Nhieu
nghien cihi xem xet cac nhu cau, dac diem ciia
cac du khach \
a
cho rang hau het du khach se quan
tam den eae thude tinh khach san khi dua ra
quNct
dinh lira ehgn khach san nhu \i tri, gia phdng. an
ninh, chat lugng djch vu va danh tieng eua khach
san hoac chudi khach san (Ananth & edng
sir,
1992;
Clow & edng sir, 1994; LeBlanc & Nguyen, 1996:
McCleary & edng sir.
1993;
Ri\ers & cdng su.
1991). Trong dd, Ananth va cdng su
(1992)
cho rang
su sach se cua khach san, an toan va an ninh, su ljeh
thiep va trg giup eiia nhan vien la cae thude tinh
hang dau ma du khach
ehii
y trong vide lua
chpn
khach san; LeBlanc va Nguyen (1996) thi khang
djnh 5 yeu td eua khach san la mdi trudng vat chat,
hinh anh khach san, nhan vien phue vu, chat lugng
djch vu va kha nang tiep can la nhirng tin hieu trong
videluaehgn khach san eua khach hang.
Phdng nghi (Room): Phdng nghi duge the hien
tren ca sd mdi quan he giira chat lugng phdng nghi
vdi su lien tudng eiia khach hang ddi vdi eae thude
tinh ben trong phdng nghi (Ray Chu, 2002). Thdng
thu'dng, khach hang dac biet quan tam den san pham
CO
ban thiet ydu n hu mdi tru dng xung quanh yen
tTnh, kidm soat duge nhiet do trong phdng,
giudng/chan/gdi thoai mai va saeh se. Cac nghien
cuu da khang djnh rang day la nhan td quan trgng
nhat va cd tac ddng true tiep va ddng bidn (positive)
den
sir
hai ldng
ciia
khach hang (Heung, 2000). Vi
vay, trong qua trinh xay dung, sap dat va trang tri
cac phdng nghieiia khach san ddi hdi ngudi ehiidau
tu can phai dua tren nhung thudc tinh quan trpng vd
nhung nhu eau ca ban
ciia
khach hang ddi vdi chat
lupng mdt phdng nghi de thiel lap mdt su cam nhan
tdt nhat cho khach hang so vdi cac ddi
thii
canh
tranh, giup khach hang cam tha> dd chju va cd cam
giac luu luyen khi nghi dudng tai khach san.
Nhan vidn (Employees): Chat lugng va cung
each phue vu cua nhan vidn la mdt trong nhirng bien
sd anh hud'ng den su hai long eua khach hang, dac
bidt. su ljeh thidp, su nhiet tinh, kha nang hieu biet,
ky nang \c ngoai ngii', dien mao va hieu qua trong
\iec dat phdng/tra phdng la nhflng thudc tinh anh
hudng den chat lugng dich vu chung cua khach san
(Ray Chu, 2002). Vide thuc hien tdt cac thudc tinh
tren se giiip thiic day vide thiet lap, thuc hien va duy
tri chat lugng eua djch vu nhu la mdt phan cdng vide
ciiamdi nhan vien tai khach san.
Dd an/thue udng (Food and Beverage): Dd an /
thuc udng la mdt trong 3 bien sd quan trgng cung
vdi bien sd phdng nghi, nhan vien anh hudng ldn
den su cam nhan va hai ldng
ciia
khach hang ddi vdi
khach san, khach hang thudng mong mudn khach
san eung cap dd an / thuc udng chat lugng, da dang,
hgp ve sinh... (Thanika Devi Juwaheer. 2004;
Vincent
C.S.Heung,
2000), dieu nay gdp phan khdng
nhd trong vide quyet djnh luu
trii
tai khach san dai
ha>
ngan cua khach hang cung nhu kha nang quay
lai trong tuong lai.
Cac dich vu gia trj gia tang (Value Added
Services): Bien sd nay the hien
sir
quan tam cua
chii
dau tu ddi vdi khach hang cua minh, ngoai cae djch
vu tidu chuan can phai cd thi cac dich vu gia trj gia
tang mdi la, hap dan va thoai mai so vdi cac ddithii
canh tranh se giiip eho khach hang cd duge nhung
trai nghiem va cam nhan su mdi me ve cac loai hinh
djch vu nay (Ray Chu, 2002), cac djch vu gia tang
nhu khu vui choi giai tri, dich vu giat iii, cae dung eu
the due, the thao...
An ninh (Security): Ydu td ve an ninh cd tac
ddng tieh cue den tam ly
ciia
khach hang, mdt khach
NGHIENcuu& TRAO
D |
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PHAT TRIEN KINH TE
Se 258, ThdngTUndm2 12
san cdd;n du cac
lludt
bi bao
c l i a \ .
an ninh ca
nliAn
dupc baodcim \;i mdi mdi tiuong di lai lii il
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J
P H A T T R I E N K I N H T E
S o 2 5 8 , T h d n g
TU
nd m 2012
2
khdm phd fhFAj vd
Cronbach .Alpha
Thang do chdt luong dich vu: Kdl qua sau 3 lan
phan tich EFA tri so KMO = 0,933 >0.5. cd 2 bidn
quan sat (VAS6, VASl) bi loai do he sd chuyen tai
nhan td nhd ban 0,5 va sd bien cdn lai cua cac thang
do la 36 bien quan sat ndn du lieu phu hgp dd phan
deh
nhan td. Muc y nghTa kidm dinh Barlett vdi Sig.
=0,000 50%) cd nghTa 66,614% bien thidn
eiia
dii'
lieu dugc giai thich bdi 6 nhan td: nhan vidn,
phdng nghi, dd an/thue udng, cac dich vu gia lrj gia
tang,sir tidn lgi, va an ninh.
Thang do gid cdm nhdn: Tri sd KMO = 0,698,
nen
dfl'
lieu phu hgp
de
thue hidn phan tich nhan td.
Muc y nghTa kidm djnh Barlett vdi Sig. = 0,000 35
36 ->50
51 ->65
Tren65
s6
luorg
367
229
138
98
138
78
51
2
11
114
122
101
19
Ty le %
100
62,4
37,6
26,7
37,6
21,3
13,9
0,5
3,0
31,1
33,2
27,5
5,2
NGHieN cu u
& TRAO
Dbl ^ 5
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P H A T T R I E N K I N H T E
So 258, Th dng TU ndm 2012
trdn tdng the. Tdng phuong sai trich bang
75.X52'Mi
(> 50%)) ed nghTa 75,852% bien ihidn eua dii lieu
dugc giiii thich boi
1
nhan
id Ciiii ciim nhan".
Thang dosirhdi longciut khdch du Ijch(pi('>c Ic:
KMO =
0.67.1.
nen du lieu phu hgp de thue hidn
phan tich nhan id. Muc \ nghTa kidm djnh Barletl
vdi Sig. = 0.000 < 0.05. ndn ciie bien quan
siit
cd
tuong quan vdi nhau
lidn
tdng the.
I
dug phuang
siii
trich
b^ng 71..^^8%
(> 50%) eo
nghiii
71.^58%
hien
thidn eua du' lieu dupc giai thich bdi I nhan id Su
hai long"
Ket qua kidm djnh Cronbach s Alpha cho
lliiiv
Ccie
nhan lo kin lugt
bSng
0.902; 0.900: 0,868;
0,829;
0.770;
0,814;
0.840; 0,793 (
-0.6)
vii he so
tuong quan
bicn-ldng
ddu ldn han 0.3 ndn ciie
thang do deu dat dugc dp tin
ciiv.
Kdl qua phan lich
nhan to va Cronbach's Alpha dugc tdng hgp v;i
gidi thieu tai Bang 2:
4.1.2.Phdn tich nhdn td khdng dinh - CFA
Sau 4 lan phan tieh CFA. eae ehi sd do do phu
hgp cua md hinh deu dat yeu cau: cd
551
bac tu do;
Chi-Square: 1.139,129; Chi-Square/df = 2.067 (
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PHAT TRIEN KINH TE
J
S o 2 5 8 , T h a n g T U n d m
2012
Bang 2 . Ket qua phan tich nhan to va Cronbach 's A lpha cho cac
kha i n iem chat lUdng djch
v u , g ia cam nhan va sUhai long
Ket qua phan tich nhan
^ 4 " Chi bao (Items) td va Alpha
so
EV % Var. Alpha
Nhan vien khach san thanthi^n/nhidt tinh 0,777
Nhan vien khach sgn cung cap djchvy dung nhu cam ket (nhu chat
luang
J -
jt LV 0 / 5 0
da quy dmh)
Nhan vien khach
sgn
lich
su
0,745
Nhan
vien Nhan vien khac h san an mac lich s u 0,735
Nhan vien khach san cd the giao tiep vdi khach 0,727
Nhan vien khachsgn hieu cac yeu cau cua khach 0,691
Nhan vien le tan dan g ky nhan phdng / tra phdng cho khach nhanh
chdng 0,603
Do an/thue udng hg p ve sinh 0,777
Do an/thue uong da dang 0,776
D6an/thd c uong hg p chat lug ng 0,771
11,952 0,902
Do an /
Thuc
uong
T h u c . , , _ . . . - . , - . , . , ' u ' -
l u -
n 7 i Q 2,318 0,900
Khach san cung cap thuc dan dam bao sue khoe 0,719
Khach san cung cap day du thu e da n ve ehe do an kieng cho
khach 0,671
Khach sa n da eung cap m idn ph i (tra, ea phe, nu de uon g, am
pha tra...) ^ ^^^
trong phdng
nghi
Phdng ngh i saeh se/ve sinh 0,770
Gu dng /nem /goi thoai mai 0,731
Khach san cd phd ng tam saeh se, thoai mai 0,694
Phdng Phdng ngh i yen tTnh 0,627
nghi ^
^_
Nhiet dp phdng cd chat lugng eao
u.&ay
Thiet bj khac trong phdn g (n hu : tu lanh,may say tdc, dieu hda
nhiet dp, ket ^
^g^
sit...)
boat dpng tot
Thiet bi nghe (nhin ) trong phdn g (nh u TV, dien thoai...) tot
0,536
1,883 0,868
Dieh vugiat/ui td t
O ' ^O
Cac
Cudc gpi bao thu c la dang tin cay O- ^O
^'^^
Cac dung cu the due dam bao ve t ieu chuan (nhu: may chay bp,
ta, dung ^ ^^ ^ i 663 0,829
cu bai ldi...)
gia ' ' '
t3 9 Dich vu budn g phdn g phue vu tot 0,628
Chudng bao chay ldn la dang tin cay 0-535
NGHIENcu u & TRAO BOI R T T
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PHA T TRIEN KINH TE
So 258,ThdngTU ndm 2012
Khachsgn ed hd bai hogt dpngtot 0,747
Cac tidn fchcham sdce^ nh an ludn sa ncd(nhu : massage, tamha i
,eSu
S u
tien
Igi
An
ninh
Gia
cam
nhan
S u
hai
long
Igc bp sue khoe...)
Vj
tri
cua khach
sgn thugn
Igi, de dang
di
chuyen
0,619
1,145
0,770
0,513
Khach san cung cap mdi Iru dn g Ihoai maivaan loan
An ninhcanhanladang tinegy
0,711
0,682
1,023 0,814
Do
an/thu'C
uong phu hgp vdi
gia
Gia cac djchvy khac phu
hgp
Gia phdng nghi hgp
ly
0,901
0,894 2,276
0,815
0,840
Ban hanh phue vdi cac dich vp cua khachsgn
Cac ky vpng eua bant umdt khach san da duge dapung
Cac dich vu cua khachsgntdt han nhung nai khae
0,880
0,880
0,769
2,141
0,793
Chl-squar> 1216 733. df-549
Ch>-squar/df>2.216
G F I -
. 8 4 8 : T U - . 91 4 : C F I -
.925
R M S E A - 056
< e ^
H i n h 2 .Ket qua pha n t ich m oh i n h c a u true t u y e n t
i n h S E M (d ac h u a nho a)
C O NGHlgN cu u &TRAOD6l
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^
P H A T T R I E N K I N H T E
So 258, Th dng TUndm 2012
Bang 3. Kiem djnh moi quan he nhan qua giO'a cac nhan to
trong mo hinh nghien cufucuoi cung (chuan hoa)
Estimate S.E. CR.
Su hai long
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9/9
PHAT TRIEN KINH TE
So 258, ThdngTUndm2012
ngung tang cudng cdng Uic an ninh, khdngclu biio
vd
tai san, ma cdn giu an
toan linh mang
va an
lo;in
luNcldoi cho du
khiich.
Bdn
canh
dd.
nhfm vidn
an
ninh
cdn
phiii
cd
thai
dd
nidm
no
an c;in,
lich ihicp,
san sang giiip
dd
khach hang
khic;iii
thiel.
(';icthiel
bj phdng
cliav. ban
ddng
can
phiii thudng
\ii_vcn
kiem
tra.
Ngo;ii
ra.
khach siiii
ndn co
nhung chuang
Irinh giii djnh
de
danh
gia
linh
hieu quacu;ic;iche
thdng n;i>.
tao cho
khach
du
lich ludn
cd mdi cam
giiic thoai niiii
va an
loan
nhu
dang o trong chinh
ngdi
nha cua
minh.
Chiitrpng
den c;ic
tidn
ich
trong phdng nghi
Nhan
id iiiiv
dugc khiich
du
lich diinh
gia
luang
ddi nhung khach san van ciiii tidpluc cai thidn.dae
biet
chii
trong
ddn
cdng liic
vc
sinh phdng.
giu'dng/ncm'gdi thoiii m
