4074441 - Danh Gia Chat Luong Dich Vu Cua Khach San a Chau (1)

8/3/2019 4074441 - Danh Gia Chat Luong Dich Vu Cua Khach San a Chau (1)

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TRNG I HC CN TH

KHOA KINH T - QUN TR KINH DOANH

----------

LUN VN TT NGHIP

NH GI CHT LNG DCH V

CA KHCH SN CHU

Gio vin hng dn Sinh vin thc hin

Ths. INH CNG THNH HUNH BO NGCMssv: 4074441

Lp: Kinh Doanh DL & DV- K33

Cn Th, 2011


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MC LC

Trang

CHNG 1: GII THIU .................................................................................. 1

1.1 L do chn ti ............................................................................................. 11.2 Mc tiu nghin cu ........................................................................................ 2

1.2.1 Mc tiu chung ............................................................................................. 2

1.2.2 Mc tiu c th ............................................................................................. 2

1.3 Phm vi nghin cu ......................................................................................... 2

1.3.1 a bn nghin cu ....................................................................................... 2

1.3.2 Thi gian nghin cu .................................................................................... 2

1.3.3 i tng nghin cu ................................................................................... 2

1.4 Cu hi nghin cu .......................................................................................... 2

1.5 Lc kho cc ti liu lin quan ...................................................................... 3

CHNG 2: PHNG PHP LUN V PHNG PHP NGHIN CU ... 4

2.1 Phng php lun ............................................................................................ 4

2.1.1 Cc khi nim cbn v dch v v cht lng dch v .............................. 4

2.1.2 nh ngha khch sn v kinh doanh khch sn ........................................... 7

2.1.3 Xp hng khch sn .................................................................................... 10

2.1.4 Cht lng dch v ca khch sn .............................................................. 12

2.1.5 nh gi cht lng dch v ....................................................................... 15

2.2 Phng php nghin cu ............................................................................... 18

2.2.1 Phng php thu thp s liu...................................................................... 18

2.2.2 Quy trnh thu thp v x l s liu ............................................................. 21

2.2.3 Phng php phn tch s liu .................................................................... 21CHNG 3: TNG QUAN V KHCH SN CHU ............................... 27

3.1 Gii thiu slc v khch sn .................................................................... 27

3.2 Tin nghi v dch v ca khch sn ............................................................... 27

3.3 Ccu t chc ............................................................................................... 29

3.4 Tnh hnh ngun nhn lc .............................................................................. 30

3.5 Tnh hnh hot ng kinh doanh t 2008 - 2010 ........................................... 32

CHNG 4: NH GI CA KHCH HNG V CHT LNG DCH V

CA KHCH SN CHU ............................................................................ 35


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4.1 Xc nh cc nhn t v kim nh thang o ................................................. 35

4.2 Slt v thng tin nhn khu hc ca khch .............................................. 40

4.3 nh gi mc quan trng ca cc yu ti vi khch .......................... 45

4.3.1 nh gi mc quan trng ca cc yu ti vi khch ........................ 45

4.3.2 Phn tch s khc bit mc quan trng gia cc nhm khch hng khc

nhau vc im nhn khu ................................................................................ 47

4.4 nh gi mc th hin cc dch v ca khch sn Chu ..................... 51

4.4.1 nh gi mc th hin cc dch v ca khch sn Chu .................. 51

4.4.2 Phn tch s khc bit mc th hin gia cc nhm khch hng khc

nhau vc im nhn khu hc ......................................................................... 52

4.5 So snh im trung bnh ca mc quan trng v mc th hin ........... 57

4.6 Phn tch hnh vi sau tiu dng ca khch .................................................... 61

4.6.1 Mi quan h gia hi lng v quay trli ca khch ................................. 62

4.6.2 Mi quan h gia hi lng v sn lng gii thiu ...................................... 63

4.7 Phn tch phn bit s hi lng v sn lng quay li ..................................... 64

4.7.1 Phn bit s hi lng ................................................................................... 64

4.7.2 Phn bit s sn lng quay li .................................................................... 65

4.8 M hnh IPA .................................................................................................. 70Chng 5: XUT MT S GII PHP NNG CAO CHT LNG

DCH V CA KHCH SN CHU .......................................................... 75

5.1 Cs ra gii php ..................................................................................... 75

5.1.1 Cc kt qu t phn tch s liu scp ....................................................... 75

5.1.2 Tnh hnh ngun nhn lc .......................................................................... 76

5.2 Cc gii php ................................................................................................. 76

Chng 6: KT LUN V KIN NGH ........................................................... 81

6.1 Kt lun .......................................................................................................... 81

6.2 Kin ngh........................................................................................................ 82

TI LIU THAM KHO ................................................................................... 84

PH LC ............................................................................................................ 85


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Bng 24: Kt qu kim nh s khc bit vnh gi mc th hin theo trnh

hc vn ............................................................................................................. 57

Bng 25: So snh mc quan trng - mc th hin ca 5 nhm ch tiu .... 58

Bng 26: Kt qu kim nh s khc bit mc quan trng mc th hin

ca 18 thuc tnh ................................................................................................... 59

Bng 27: nh gi hnh vi sau tiu dng ca khch ............................................ 61

Bng 28: Mi quan h gia s hi lng v quyt nh quay li ca khch ......... 62

Bng 29: Mi quan h gia hi lng v dch v v s sn lng gii thiu .......... 63

Bng 30: Kt qu kim nh s khc bit hi lng v dch v ca khch ............ 64

Bng 31: H s hm phn bit chun ha ............................................................. 64

Bng 32: Kt qu kim nh s khc bit sn lng quay li ca khch ............... 65

Bng 33: Mi quan h gia gii tnh v s sn lng quay li .............................. 66

Bng 34: Mi quan h gia quc tch v s sn lng quay li ............................. 67

Bng 35: Mi quan h gia tui v s sn lng quay li ................................ 68

Bng 36: Mi quan h gia thu nhp v s sn lng quay li .............................. 69

Bng 37: Mi quan h gia trnh hc vn v s sn lng quay li .................. 70


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DANH MC HNH

Trang

Hnh 1: M hnh SERVQUAL v 5 khong cch ca cht lng dch v........... 16

Hnh 2: M hnh mc quan trng mc thc hin .................................... 17

Hnh 3:Quy trnh thu thp v phn tch s liu .................................................... 21

Hnh 4: Ccu b my t chc ca cng ty c phn khch sn Chu ............ 30

Hnh 5: Trnh hc vn ca nhn vin khch sn .............................................. 32

Hnh 6: Biu m hnh IPA ............................................................................... 71

Hnh 7: Biu m hnh IPA iu chnh ........................................................... 72


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nh Gi Cht Lng Dch V Ca Khch Sn Chu

GVHD: Ths. inh Cng Thnh SVTH: Hunh Bo Ngc1

CHNG 1

GII THIU

1.1L DO CHN TI

Hin nay, lnh vc dch v ngy cng pht trin a dng vi mc cung ng

dch v ngy cng tng. p ng nhu cu ngy cng tng ny, hng lot cc

cng ty hot ng trong lnh vc dch v mc ln lm cho mi trng cnh tranh

ngy cng khc lit hn. Mt ngnh ngh c nhiu i th cnh tranh th th

trng ngy cng b chia nh. Doanh nghip mun ng vng trn th trng,

mun sn phm dch v ca mnh c khch hng a chung phi khng ngng

nng cao cht lng dch v ca doanh ngip mnh. V th, vic thng xuynnh gi cht lng dch v l vic lm ht sc cn thit i vi mi doanh

nghip.

Mt trong nhng hot ng ch yu v then cht ca ngnh du lch - dch

v l kinh doanh khch sn, hot ng cung cp cc dch v nhm tha mn nhu

cu n ung v lu tr ca khch du lch. V trong qu trnh tm kim cquan

thc tp, em may mn c s gip ca khch sn Chu mt doanh

nghip hot ng trong lnh vc dch v vi cc dch v chnh: phng ngh, nh

hng, hi trng, t chc tic ci, karaoke. Nhn chung, Chu c tn tui

trn th trng TP.Cn Thnhng lnh vc dch v ngy cng thu ht thm nhiu

doanh nghip vo kinh doanh i hi Chu nhiu n lc hn na. S cnh

tranh y khng cn ch da vo gi c na m ph thuc vo cht lng dch

v c p ng c nhu cu ca khch hng mc tiu t tha mn mt

cch tt nht nhu cu ca khch hng. Khi khch hng c tha mn th khng

nhng h s quay li m cn gii thiu vi bn b, ngi thn gip khch sn c

thm nhiu khch hng mi. Do , vic xc nh cht lng dch v hiu r

nng lc hin ti, tm ra c nhng hn ch trong hot ng l mt iu cn

thit m khch sn t ra c hng i ng n trong thi gian ti v hn ht

l tha mn c nhu cu ngy cng cao ca cc khch hng.

Xut pht t nhng l do trn, em quyt nh chn ti nh gi cht

lng dch v ca khch sn Chu lm ti nghin cu lun vn.


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1.2 MC TIU NGHIN CU

1.2.1 Mc tiu chung

nh gi cht lng dch v hin ti ca khch sn Chu. T tm ra v

phn tch nhng mt hn ch ca cht lng dch v nhm xut gii php

nng cao cht lng dch v.

1.2.2 Mc tiu c th

- Mc tiu 1: Xc nh cht lng dch v hin ti ca khch sn Chu v

tm hiu xem nhng khch hng khc nhau th nh gi cht lng dch v nh

th no.

- Mc tiu 2: Xc nh cc yu tnh hng n cht lng dch v cakhch sn Chu v nh gi hnh vi sau tiu dng ca khch.

- Mc tiu 3: ra cc gii php nhm nng cao cht lng dch v ca

khch sn Chu v hn ch nhng yu km cn tn ng lm nh hng n

cht lng dch v.

1.3 PHM VI NGHIN CU

1.3.1 a bn nghin cu

ti nghin cu c thc hin ti khch sn Chu Cn Th.1.3.2 Thi gian nghin cu

- S liu th cp v khch sn Chu c tng hp t nm 2008 2010.

- S liu scp c thu thp bng cch phng vn khch hng lu tr ti

khch sn Chu t thng 2 n 15 thng 4 nm 2011.

1.3.3 i tng nghin cu

i tng nghin cu trong ti l nhng khch hng lu tr ti khch

sn Chu.

1.4 CU HI NGHIN CU

- Cht lng dch v hin ti ca khch sn Chu t n mc no v c

lm hi lng khch hng khng?

- Nhng khch hng khc nhau th nh gi cht lng dch v c ging

nhau hay khng?

- Hin nay dch v cu khch sn cn tn ti nhng hn ch g?


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- Nhng gii php no c th nng cao cht lng dch v ca khch sn v

khc phc nhng hn ch m khch sn ang gp phi?

1.5 LC KHO CC TI LIU LIN QUAN

ng Th M L (2009), ti nh gi cht lng du lch thnh ph

Cn Th nhm bit c cht lng du lch ti thnh ph Cn Th. Qua a

ra cc gii php ci thin, nng cao cht lng du lch ca thnh ph Cn Th.

Tc gi s dng phng php so snh tuyt i, tng i, phn tch tn s,

phng php thng k m t, phng php phn tch Cross-Tabulation v cc

phng php kim nh khc gii quyt cc mc tiu ra . Kt qu nghin

cu l cht lng du lch ca Cn th cn thp, ch mc trung bnh. a skhch nh gi mc khng hi lng, t l du khch quay li kh thp.

Trn Th Thu An (2008), nh gi mc tho mn ca du khch v

cht lng dch v ca khch sn Golf Cn Th. Tc gi s dng phng php

Willingness To Pay, phng php phn tch Cross-Tabulation gii quyt cc

mc tiu nghin cu a ra. Kt qu bi vit l cht lng dch v khch sn

cung cp l tng i tt, bn cnh vn cn mt s hn ch: kh nng giao

tip, trang phc nhn vin cha lm hi lng v a ra cc gii php nh: oto, bi dng thm kin thc cn thit cho nhn vin. c bit l nhn vin

phc v phng v nhn vin nh hng, thay i trang phc theo tng ngy, p

ng hn na nhu cu s dng Internet ca khch, bi dng kin thc cn thit

cho nhn vin qua vic tm hiu nhng phong tc, tp qun ca khch du lch

quc t c cch phc v cho ph hp nhm nng cao cht lng dch v ca

khch sn Golf.

Nguyn V Th Bch Trm (2010), nh gi cht lng dch v ca khch

sn Kim Th. Tc gi s dng phng php so snh tuyt i, tng i,

phng php phn tch tn s, phng php thng k m t, phng php phn

tch Cross-Tabulation v cc phng php kim nh khc gii quyt cc mc

tiu ra. Kt qu bi vit l cht lng dch v ca khch sn Kim Thkh tt,

cc khch hng u hi lng khi s dng dch v ca khch sn. T l khch

hng quay li kh cao. Tuy nhin, cht lng dch v ca khch sn vn cn mts hn ch cn khc phc.


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CHNG 2

PHNG PHP LUN V PHNG PHP NGHIN CU

2.1 PHNG PHP LUN

2.1.1 Cc khi nim cbn v dch v v cht lng dch v

2.1.1.1 nh ngha v dch v

Theo quan im truyn thng dch v l nhng g khng phi nui trng,

khng phi sn xut. Theo chuyn gia Marketing Philip Kotler: Dch v l mi

hnh ng v kt qu m mt bn c th cung cp cho bn kia, ch yu l v

hnh v khng dn n quyn shu mt ci g . Sn phm ca n c th gn

hay khng gn vi mt sn phm vt cht. Bao qut hn dch v bao gm tonb s h trm khch hng trng i, vt ra ngoi sn phm hay dch v c

bn, ph hp vi gi c, hnh nh v uy tn c lin quan.

2.1.1.2 nh ngha v cht lng

Cht lng l tim nng ca mt sn phm hay dch v nhm tha mn

nhu cu ngi s dng (Tiu chun Php NF X50 - 109).

Cht lng l kh nng tha mn nhu cu ca th trng vi chi ph thp

nht (GS. Kaoru Ishikawa- Nht).

2.1.1.3Khi nim v cht lng dch v

Cht lng dch v l mc chnh lch gia s mong i ca khch hng

(expectation) v dch v m khch hng cm nhn c (perception).

(Parasuraman, Zeithaml v Bery, 1985).

Cht lng dch v l mc ph hp ca sn phm dch v tha mn cc

yu cu ra hoc nh trc ca ngi mua (TCVN & ISO 9000).

2.1.1.4Thnh phn cht lng dch v

M hnh cht lng dch v ca Prasuraman & cng s (1985) cho ta bc

tranh tng th v cht lng dch v. Parasuraman & cng s (1985) cho rng,

bt k dch v no, cht lng dch v cm nhn bi khch hng c th m hnh

thnh 10 thnh phn, l:

1. Tin cy (reliability) ni ln kh nng thc hin dch v ph hp v ng

thi hn ngay t ln u tin.


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2. p ng (responsiveness) ni ln s mong mun v sn sng ca nhn

vin phc v cung cp dch v cho khch hng.

3. Nng lc phc v (competence) ni ln trnh chuyn mn thc

hin dch v. Kh nng phc v biu hin khi nhn vin tip xc vi khch hng,

nhn vin trc tip thc hin dch v, kh nng nghin cu nm bt thng tin

lin quan cn thit cho vic phc v khch hng.

4. Tip cn (access) lin quan n vic to mi iu kin d dng cho

khch hng trong vic tip cn dch v nh rt ngn thi gian chi ca khch

hng, a im phc v v gimca thun li cho khch hng.

5. Lch s(courtesy) ni ln tnh cch phc v nim n tn trng v thnthin vi khch hng.

6. Thng tin (communication) lin quan n vic giao tip, thng t cho

khch hng bng ngn ng m h hiu bit d dng v lng nghe nhng vn

lin quan n h nh gii thch dch v, chi ph, gii quyt khiu ni thc mc.

7. Tn nhim (credibility) ni ln kh nng to lng tin cho khch hng,

lm cho khch hng tin cy vo cng ty. Kh nng ny th hin qua tn tui ca

cng ty, nhn cch ca nhn vin phc v giao tip trc tip vi khch hng.8. An ton (security) lin quan n kh nng m bo s an ton cho

khch hng, th hin qua s an ton v vt cht, ti chnh cng nh bo mt

thng tin.

9. Hiu bit khch hng (understading/knowing the customer) th hin

qua kh nng hiu bit nhu cu ca khch hng thng qua vic tm hiu nhng

i hi ca khch hng, quan tm n c nhn h v nhn dng c khch hng

thng xuyn.

10. Phng tin hu hnh (tangibles) th hin qua ngoi hnh, trang phc

ca nhn vin phc v, cc trang thit b phc v cho dch v.

M hnh 10 thnh phn cht lng dch v nu trn c u im l bao qut

hu ht mi kha cnh ca dch v. Tuy nhin, m hnh ny c nhc im l

phc tp trong vic o lng. Hn na m hnh ny mang tnh l thuyt, c th

s c nhiu thnh phn ca m hnh cht lng dch v khng t c gi tr


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phn bit. Chnh v vy cc nh nghin cu ny nhiu ln kim nh m hnh

ny v i n kt lun l cht lng dch v bao gm 5 thnh phn cbn, l:

1. Tin cy (reliability): Th hin qua kh nng thc hin dch v ph hp

v ng thi hn ngay t ln u tin.

2. p ng/Tinh th n trch nhi m (resposiveness): Th hin qua s

mong mun, sn sng ca nhn vin phc v cung cp dch v kp thi cho

khch hng.

3. Nng lc phc v/m bo (assurance): Th hin qua trnh chuyn

mn v cung cch phc v lch s, nim nvi khch hng.

4.ng cm (empathy): Th hin s quan tm, chm sc n tng c nhnkhch hng.

5.Phng tin hu hnh (tangibles): Th hin qua ngoi hnh, trang phc

ca nhn vin, cc trang thit b phc v cho dch v.

Chtiu nh gi cht lng dch v: Gm 5 ch tiu vi 22 thuc tnh:

Shu hnh (Tangible): gm 4 thuc tnh.

- Trang thit b ca cng ty XYZ rt hin i.

- Csvt cht ca cng ty XYZ rt bt mt.- Nhn vin ca cng ty XYZ n mc p, tm tt.

- Csvt cht ca cng ty XYZ c hnh thc, kiu dng hp dn v lin

quan n dch v cung cp.

Stin cy (Reliability): Gm 5 thuc tnh.

- Khi cng ty XYZ ha lm iu g vo thi gian c th th h s thc

hin.

- Cng ty XYZ lun quan tm chn thnh v lm yn lng khch hng khi

c vn xy ra vi h.

- Cng ty XYZ thc hin dch vng ngay t ln u tin.

- Cng ty XYZ lun cung cp dch vng thi gian nh h ha.

- Cng ty XYZ lun quan tm n vic gi gn ting tm ca mnh.

Tinh thn trch nhim/p ng (Responsiveness): C 4 thuc tnh.

- Cng ty XYZ cho khch hng bit khi no h cung cp dch v chokhch hng.


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- Nhn vin ca cng ty XYZ lun nhanh chng phc v dch v cho

khch hng.

- Nhn vin ca cng ty XYZ lun sn lng gip khch hng.

- Nhn vin cng ty XYZ khng bao gi qu bn rn khng thp

ng yu cu ca khch hng.

Sm bo/Nng lc phc v (Assurance): Gm 4 thuc tnh.

- Khch hng c th tin tng mi hnh vi ca nhn vin cng ty XYZ.

- Khch hng cm thy an ton khi thc hin giao dch vi cng ty XYZ.

- Nhn vin cng ty XYZ lun nim n, lch s v nh nhn vi khch.

- Nhn vin lun c cng ty XYZ cp nht kin thc, nng cao tay ngh thc hin tt cng vic ca h.

Scm thng (Empathy): gm 5 thuc tnh.

- Cng ty XYZ lun dnh s ch n tng c nhn khch hng.

- Nhn vin cng ty XYZ lun quan tm n khch hng.

- Nhn vin cng ty XYZ hiu r nhu cu ca khch hng.

- Nhn vin cng ty XYZ lun t li ch ca khch hng ln hng u.

- Cng ty XYZ lm vic vo nhng githun tin cho khch hng ca h.y l 22 thuc tnh do Parasuraman a ra. Tuy nhin, ty thuc vo iu

kin thc ttng cng ty m c th thm hay bt i mt s thuc tnh.

2.1.2 nh ngha khch sn, kinh doanh khch sn

2.1.2.1 nh ngha khch sn

Theo nh nghin cu v du lch v khch sn Morcel Gotie: Khch sn l

ni lu tr tm thi ca du khch. Cng vi cc bung ng cn c cc nh hng

vi nhiu chng loi khc nhau.

Theo nhm tc gi nghin cu M trong cun sch Wellcome to

hospitality xut bn nm 1995: Khch sn l ni m bt k ai cng c th tr

tin thu phng ng qua m . Mi bung ng cho thu bn trong phi c

t nht hai phng nh (phng ng v phng tm). Mi bung khch u phi c

ging, in thoi v v tuyn. Ngoi dch v bung ng c th c thm cc dch

v khc nh: dch v vn chuyn hnh l, trung tm thng mi, nh hng, quy


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bar v mt s dch v gii tr. Khch sn c thc xy dng gn hoc bn

trong cc khu thng mi, khu du lch ngh dng hoc cc sn bay.

Theo Tng cc Du lch Vit Nam: Khch sn (Hotel) l cng trnh kin

trc c xy dng c lp, c quy m t 10 bung ng tr ln, m bo cht

lng v csvt cht, trang thit b, dch v cn thit phc v khch du lch.

2.1.2.2 nh ngha kinh doanh khch sn

Kinh doanh khch sn lc u dng ch hot ng cung cp ch ng cho

khch trong khch sn (Hotel) v qun tr. Khi nhu cu lu tr v n ung vi

cc mong mun tha mn khc nhau ca khch ngy cng a dng, kinh doanh

khch sn m rng i tng v bao gm c khu cm tri, lng du lch, cckhch sn cn h, MotelNhng d sao khch sn vn chim t trng ln v

l cschnh vi cc c trng cbn nht ca hot ng kinh doanh phc v

nhu cu lu tr cho khch, v vy loi hnh kinh doanh ny c tn l kinh doanh

khch sn.

Cc chuyn gia trong lnh vc ny thng s dng hai khi nim: kinh

doanh khch sn theo ngha rng v ngha hp. Theo ngha rng, kinh doanh

khch sn l hot ng cung cp cc dch v phc v nhu cu ngh ngi v nung cho khch. Cn theo ngha hp, kinh doanh khch sn chm bo vic

phc v nhu cu ng, ngh cho khch. Ngy nay, khi nim kinh doanh khch

sn theo ngha rng hay ngha hp u bao gm c hot ng kinh doanh cc

dch v b sung. Cc dch v b sung ngy cng nhiu v s lng, a dng v

hnh thc v thng ph hp vi v tr, th hng, loi kiu, quy m v th trng

khch hng mc tiu ca tng cskinh doanh lu tr.

Trn phng din chung nht, c th a ra nh ngha v kinh doanh

khch sn nh sau: Kinh doanh khch sn l hot ng kinh doanh trn c s

cung cp cc dch v lu tr, n ung v cc dch v b sung cho khch nhm

p ng cc nhu cu n, ngh v gii tr ca h ti cc im du lch nhm mc

ch c li.

2.1.2.3 nh ngha khch ca khch sn

Khch ca khch sn l tt c nhng ai c nhu cu tiu dng sn phm cakhch sn. H c th l khch du lch (t cc ni khc ngoi a phng n) vi


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mc ch tham quan, ngh ngi th gin, cng vH cng c th l ngi dn

a phng hay bt k ai tiu dng nhng sn phm ca khch sn nh: tm hi,

xoa bp, t chc tic ci, n ung, karaoke, hp hi nghNh vy, khch ca

khch sn l ngi tiu dng sn phm ca khch sn khng gii hn mc ch,

thi gian v khng gian tiu dng.

C nhiu tiu thc phn loi khch ca khch sn. Sau y xin trnh by

mt s tiu thc ph bin dng phn loi khch ca khch sn:

a/ Cn cvo tnh cht tiu dng v ngun gc ca khch

Theo tiu thc ny khch ca khch sn bao gm hai loi:

- Khch l ngi a phng: l nhng ngi c ni thng xuyn (c trv lm vic) ti a phng ni xy dng khch sn. H tiu dng cc sn phm

n ung v b sung (hi hp, gii tr ) l chnh, rt t s dng dch v bung ng,

nu c th ch yu l mua l vi thi gian s dng rt ngn.

- Khch khng phi l ngi a phng: gm nhng khch n t nhng

a phng khc trong nc (khch ni ia) v khch n t cc nc khc

(khch quc t). H tiu dng hu ht cc sn phm ca khch sn nh: bung

ng, n ung v cc dch v b sung, gii trb/ Cn cvo mc ch chuyn i ca khch:

Theo tiu thc ny khch ca khch sn bao gm bn loi:

- Khch thc hin chuyn i vi mc ch chnh l ngh ngi, th gin.

Loi khch ny cn gi l khch du lch thun ty.

- Khch thc hin chuyn i vi mc ch chnh l cng v: i cng tc, i

tham d cc hi ngh, hi tho hoc hi ch; i nghin cu th trng, tm i

tc lm n, k hp ng

- Khch thc hin chuyn i vi mc ch chnh l thm thn nhn.

- Khch thc hin chuyn i vi mc ch khc nh: tham d cc s kin

th thao, cha bnh, hc tp, nghin cu

c/ Cn cvo hnh thc tchc tiu dng ca khch:

Theo tiu thc ny khch ca khch sn bao gm hai loi:

- Khch tiu dng sn phm ca khch sn thng qua cc t chc trung gian(khch i thng qua t chc). H thng ng k bung ng bi cc i l l


16/125



hnh, cng ty l hnh trc khi n khch sn v c th thanh ton trc theo gi

trn gi ca cc cng ty l hnh du lch.

- Khch t t chc tiu dng sn phm ca khch sn (khch i khng

thng qua t chc). H thng t tm hiu v khch sn, tng k bung ng

trc khi n khch sn hay c th l khch vng lai (Walk-in Guest) i qua tnh

cr vo thu phng. H c th l khch l hoc khch i theo nhm.

Ngoi ra ta cn phn loi khch theo mt s tiu thc khc nh: tui,

gii tnh, thi gian lu tr Vic phn loi khch cng chi tit s gip cho vic

xy dng chnh sch sn phm bm st vi mong mun tiu dng ca tng loi

khch, t nng cao hiu qu hot ng thu ht khch v hiu qu hot ngkinh doanh ca khch sn.

2.1.3 Xp hng khch sn

2.1.3.1 Scn thit ca xp hng khch sn

Tt c cc quc gia pht trin du lch trn th gii u cn thit phi tin

hnh xp hng cc khch sn. Tiu chun xp hng khch sn l nhng yu cu,

iu kin cn thit m cc khch sn phi m bo. S cn thit v ngha quan

trng ca vic xp hng khch sn xut pht t nhng im sau:- Tiu chun ny c dng lm c s xy dng cc tiu chun nh

mc c th khc nh: tiu chun xy dng thit k khch sn, tiu chun trang

thit b, tin nghi trong tng b phn ca khch sn, tiu chun v sinh

- Tiu chun ny cng vi h thng tiu chun c th s l c s xc

nh h thng gi c dch v trong tng loi, hng khch sn.

- Lm cs tin hnh xp hng khch sn hin c, qun l v kim tra

thng xuyn cc khch sn ny c m bo thc hin cc iu kin, yu cu

quy nh trong tiu chun t ra.

- Thng qua tiu chun xp hng khch sn chu t xt duyt lun

chng kinh t k thut, cp vn u t cho vic xy dng khch sn mi, ci to

hoc nng cp cc khch sn hin c

- Thng qua cc tiu chun ny ca khch hng ca cc khch sn c th

bit c kh nng, mc phc v ca tng hng khch sn, gip khch lachn ni n ngh theo th hiu v kh nng thanh ton ca mnh.


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2.1.3.2 Xp hng khch sn trn th gii

cc nc, do c s khc nhau v truyn thng, tp qun, c im trong

hot ng kinh doanh khch sn nn tiu chun xp hng khch sn cng khng

ging nhau. phn ln cc nc, tiu chun xp hng thng da trn 4 yu cu

cbn sau:

1. Yu cu v kin trc khch sn.

2. Yu cu v trang thit b, tin nghi phc v trong khch sn.

3. Yu cu v cn b cng nhn vin phc v trong khch sn.

4. Yu cu v cc dch v v cc mt hng phc v khch ti khch sn.

Ngoi ra, ph hp vi iu kin v c im trong kinh doanh khch snca mi nc, tiu chun phn hng khch sn ca tng nc cn a thm hoc

ch trng hn n cc yu cu cbn, c th khc nhau. V d:

- Php, ch trng nhiu v yu cu cht lng dch vn ung.

- Bulgaria c thm yu cu v v sinh, yu cu v xa gn ca khch

sn i vi ngun ti nguyn du lch.

- o c thm yu cu v trang tr khch sn v v sinh.

- c ch trng hn v dch v bung.Trong cch xp hng khch sn, mi nc cng p dng mt cch ring.

Ngy nay, c nhiu nc p dng phng php phn hng theo sao hoc cch

xp hng khc nhng dng k hiu sao th hin khch sn.

2.1.3.3 Xp hng khch sn Vit Nam

Vic xy dng mt h thng tiu chun chun mc v khoa hc phc v

cho vic qun l thng nht cc cskinh doanh khch sn l rt cn thit. V

th, Tng cc Du lch Vit Nam ban hnh Quy nh tiu chun xp hng

khch sn du lch, ngy 22/6/1994. n ngy 27/4/2001,Tng cc trng Tng

cc du lch Vit Nam ra quyt nh s 02/2001/Q TCDL v vic b sung, sa

i Tiu chun xp hng khch sn. V xp hng, khch sn c xp theo 5

hng t 1 n 5 sao: l khch sn c c s vt cht, trang thit b, cht lng

phc v cao, p ng c nhu cu a dng ca khch du lch vn, ngh, sinh

hot, gii tr theo tiu chun ca tng hng, ph hp vi tiu chun quc t, cnh gi thng qua 5 nhm ch tiu sau:


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1. V v tr, kin trc.

2. V trang thit b, tin nghi phc v.

3. V cc dch v trong khch sn v mc phc v.

4. V nhn vin phc v.

5. Viu kin v sinh.

2.1.4 Cht lng dch v ca khch sn

2.1.4.1 Khi nim cht lng dch v ca khch sn

T cc khi nim v cht lng v cht lng dch v. C th ni cht

lng dch v khch sn, theo cch tip cn t gc ngi tiu dng, chnh l

mc tha mn ca khch hng ca khch sn. M s tha mn, theo kt qunghin cu ca ng Donald M.Davidoff, li c o bi biu thc tm l:

S tha mn = S cm nhn S mong i

- Khch hng s b tht vng nu s cm nhn ca h thp hn s mong

chca h trc , khi cht lng dch v khch sn s bnh gi l ti t.

- Khch hng s cm thy thch th nu s cm nhn ca h v dch v ln

hn s k vng m h c trc , trong trng hp ny cht lng dch v

khch sn c nh gi l rt tuyt ho.- Khch hng s ch cm thy cht lng dch v khch sn l chp nhn

c nu s cm nhn ng nh s mong ch c trc khi tiu dng dch v,

trong trng hp ny cht lng dch v khch sn chc xem mc trung

bnh (tm c).

2.1.4.2 c im cht lng dch v ca khch sn

a/ Cht lng dch v khch sn kh o lng v nh gi

Xt trn gc cc thnh phn cu thnh nn sn phm dch v th sn

phm khch sn gm bn thnh phn c bn: phng tin thc hin dch v,

hng ha bn km, dch v hin v dch vn. V th khi nh gi cht lng

dch v khch sn ngi ta phi nh gi cht lng c bn thnh t trn. Thc

t, nh gi cht lng ca hai thnh phn u ta c th thc hin d dng bi

l nhng vt c th, c th sm, nhn thy, o m c. Vi hai hnh phn

sau ta khng nhn, khng sc v khng c nhng thc o c th nn rt khlng ha khi nh gi. Ngha l chng ch ph thuc vo s cm nhn ca


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khch hng. Tuy nhin, s cm nhn li chu s ph thuc vo cc nhn t ch

quan ca mi khch hng, khng c tnh n nh v khng c thc o mang tnh

quy c, c th thay i theo thi gian. V vy, cng mt mc cung cp dch v

ca khch sn sc khch hng cm nhn rt khc nhau.

b/ Cht l ng d ch v khch s n chc nh gi chnh xc qua s

cm nhn ca ngi tiu dng trc tip sn phm ca khch sn

c im ny xut pht t cc l do sau:

- Cht lng dch v khch sn ph thuc vo s cm nhn ca ngi tiu

dng trc tip sn phm.

- Khch hng ng vai tr quan trng i vi sn phm dch v khch sn.Khch hng chnh l mt thnh vin khng th thiu v tham gia trc tip vo

qu trnh ny. H va c ci nhn ca ngi trong cuc, va c ci nhn ca

ngi b tin ra mua sn phm ca khch sn. nh gi ca h v cht lng

dch v ca khch sn c xem l chnh xc nht.

c/ Cht lng dch v khch sn ph thuc vo qu trnh cung cp dch

v ca doanh nghip khch sn

Khi nh gi cht lng dch v, khch hng thng da vo cht lng kthut (Technical quality) v cht lng chc nng (Functional quality). Cht

lng k thut gm cht lng cc thnh phn ca c svt cht k thut ca

khch sn nh: mc tin nghi, hin i ca cc trang thit b, mc thm m

trong trang tr ni tht v thit k khch snGip khch hng tr li cu hi ci

g? (What?) khi cm nhn v cht lng dch v khch sn. Cht lng chc

nng gm cc yu t lin quan ti con ngi, c bit l nhng nhn vin phc

v trc tip ti khch sn. l thi , cch ng x, hnh thc b ngoi, trnh

tay nghca nhn vin. Gip khch hng tr li cu hi nh th no?

(How?) khi nh gi cht lng dch v khch sn.

d/ Cht lng dch v khch sn i hi tnh nht qun cao

- Th nht, l s thng nht cao v thng sut trong nhn thc v hnh

ng ca tt c cc b phn, cc thnh vin ca khch sn t trn xung di v

mc tiu cht lng cn t c ca doanh nghip. i hi cc ch trngchnh sch kinh doanh ca khch sn phi ng b vi nhau.


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- Th hai, l sng b, ton din, trc sau nh mt v ng nh li

ha m khch sn cng b vi khch hng. Cht lng dch vi hi phi

tt mi lc, mi ni, cho mi khch hng, i hi i vi mi nhn vin tt

c cc b phn ca khch sn.

2.1.4.3 ngha ca vic nng cao cht lng dch v ca khch sn

a/ Cht lng dch v cao gip gia tng li nhun cho khch sn

Dch v khch sn rt kh o lng v nh gi trc khi mua. Ngi tiu

dng thng da vo nhng cn c c tin cy nh thng tin truyn ming

hoc kinh nghim c ca bn thn a ra quyt nh la chn sn phm

ca cc khch sn h sp ti. Nh vy, cht lng dch v cao khng ch c tcdng gi khch hng c m cn ko thm khch hng mi m khng h lm cho

khch sn tn thm cc chi ph cho hot ng marketing, qung co. iu to

ra li ch cho doanh nghip khch sn nh:

- Gim thiu chi ph marketing, qung co, tc gim gi thnh sn phm.

- Tng th phn v duy tr tc tng trng cao v ch tiu khch ca

khch sn s lm tng doanh thu cho khch sn.

- Tng khch hng thy chung cho khch sn chnh l bin php nhm tnguy tn cho thng hiu ca khch sn.

b/ Tng kh nng cnh tranh v tng gi bn m t cch hp l trn th

trng

Th trng khch du lch l th trng khch chnh, quan trng nht ca cc

doanh nghip khch sn. y cng l th trng khch kh tnh nht, c kh nng

thanh ton cao v c i hi rt cao v cht lng sn phm m h mua. Khch

du lch s d b thuyt phc v chp nhn b ra nhiu tin hn nu bit chc rng

h s mua c nhng sn phm c cht lng cao. Vic u t vo cht lng

dch v gip cc doanh nghip tng gi bn sn phm ln mt cch hp l (tng

gi bn ln nhng khch hng vn chp nhn c) m vn gic uy tn, danh

ting v khng nh v th trn th trng. iu cng c ngha l nng cao

cht lng dch v khch sn gip cc khch sn nng cao kh nng cnh tranh

ca mnh trn th trng.


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c/ Gim thiu cc chi ph kinh doanh cho khch sn

- Cht lng dch vc m bo s gim kh nng mc li trong qu

trnh cung cp dch v. iu s gip:

+ Ti thiu ha cc hao ph v thi gian v chi ph cho hot ng kim tra,

gim st qu trnh cung cp dch v.

+ Gim cc chi ph cho vic sa cha cc sai st nh: chi phn b thit

hi cho khch, chi ph x l nhng phn nn ca khch hng

- Cht lng dch v cao s lm gim cc chi ph bt hp l v nhn lc v:

+ Nhng khch sn c cht lng dch v tt s cung cp cho nhn vin

mi trng lm vic tch cc. H c khuynh hng gn b lu di hn vi khchsn. Do s gim chi ph cho vic tuyn m, la chn li nhn vin.

+ khng nh v gi ch lm vic, ngi nhn vin thng t gic nng

cao trnh nghip v, hon thin nhng mt cn thiu p ng yu cu thc

t. Nh vy, cht lng dch v cao ca khch sn gip gim thiu cc chi ph

o to, bi dng, hun luyn nhn vin cho khch sn.

Tm li, khng ngng nng cao cht lng dch vem li rt nhiu li ch

cho cc doanh nghip khch sn trong iu kin kinh doanh hin nay VitNam. N ng thi cng l i hi tt yu i vi cc khch sn Vit Nam nu

mun tn ti v pht trin trong iu kin kinh doanh thi k hi nhp quc t.

2.1.5 nh gi cht lng dch v

2.1.5.1 Cc m hnh nh gi cht lng dch v

a. M hnh o mc cm nhn- gi trk vngSERVQUAL

Nm 1985, Parasuraman v cng s xut m hnh 5 khong cch

cht lng dch v cng vi thang o SERVQUAL c nhiu nh nghin cu

cho l kh ton din. B thang o gm 2 phn, mi phn c 22 pht biu nh

trnh by phn ch tiu nh gi cht lng dch v. Phn th nht nhm xc

nh k vng ca khch hng i vi loi dch v ca doanh nghip ni chung.

Phn th hai nhm xc nh cm nhn ca khch hng i vi vic thc hin

dch v ca doanh nghip kho st. Theo m hnh SERVQUAL cht lng dch

vc xc nh nh sau:Cht lng dch v = Mc cm nhn (P) Mc k vng (E)


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Parasuraman v cng s khng nh rng SERVQUAL l mt cng co

lng cht lng dch v tin cy v chnh xc, v thang o ny c s dng

rng ri. SERVQUAL l m hnh o lng cht lng dch v da trn nhng s

khc bit (gap) gia s k vng v s cm nhn ca khch hng v dch v.

Hnh 1: M hnh SERVQUAL v 5 khong cch ca cht lng dch v

- M hnh mc cm nhn SERVPERF

M hnh mc cm nhn SERVPERF do Cronin v Taylor xy dng vo

nm 1992 nhm khc phc nhng hn ch ca SERVQUAL. C 2 m hnh u

c s dng rng ri trong o lng cht lng du lch v dch v. M hnh no

tt hn m hnh no vn ang cn gy nhiu tranh ci. SERVPERF tng t nh

SERVQUAL, m hnh ny vn s dng 5 ch tiu v 22 thuc tnh ca

Parasuraman o lng cht lng dch v. Tuy nhin SERVPERF ch yu cu

khch hng nh gi mc cm nhn ca h v dch v sau khi h s dng

dch v.

Kinh nghim t trc

GAP4

Dch v cm nhn

Truynming Nhu cu c nhn

Dch v k vng

Chuyn cm nhn thnh cc yucu dch v

Cung ng dch v

Cm nhn ca nh cung ngdch v v s k vn ca khch

Thng tinbn ngoi

Khch hng

Nh cungng dch

v

GAP5

GAP3

GAP2

GAP1


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- M hnh mc quan trng mc thc hin (IPA)

M hnh mc quan trng mc thc hin (Importance - Performnce

Analysis _ IPA) do Martilla & James xy dng vo nm 1977, l mt trong

nhng phng php o lng cht lng dch vc s dng rng ri. M hnh

IPA o lng cht lng dch v da vo s khc bit gia kin khch hng v

mc quan trng ca cc ch tiu v mc thc hin cc ch tiu ca nh

cung ng dch v (I-P gaps). M hnh ny phn loi nhng thuc tnh o lng

cht lng dch v, cung cp cho nh cung ng dch v nhng thng tin b ch v

im mnh v im yu ca nhng dch v m mnh cung cp cho khch hng.

T nh qun tr cung ng dch v s c nhng quyt nh chin lc ng n nng cao cht lng dch v. Kt qu t s phn tch mc quan trng v

mc thc hin c th hin ln s IPA vi trc tung (Y) th hin mc

quan trng v trc honh (X) th hin mc thc hin:

Hnh 2:M hnh mc quan trng mc thc hin

2.1.5.2 La chn m hnh nghin cu

nh gi cht lng dch v c nhiu phng php v 3 phng phptrn l cn bn. Mi phng php u c nhng u v nhc im ring. Ty

PHN IMc quan trng caoMc thc hin thp

Tp trung pht trin

PHN IIMc quan trng caoMc thc hin cao

Tip tc duy tr

PHN IIIMc quan trng thpMc thc hin thp

H

n ch

pht trin

PHN IVMc quan trng thpMc thc hin cao

Gi

m s

u t

Cao

Cao

Thp

Thp Mc thc hin

Mcquantrng


24/125



tng trng hp v iu kin ring m ta chn m hnh thch hp cho tng

nghin cu thc t.

M hnh SERQUAL c hn ch l bng cu hi di v phc tp d gy

nhm ln cho ngi tr li. Nhng m hnh ny li th hin c thng tin then

cht nh hng n mc cm nhn cht lng dch v ca khch hng l s k

vng v n cng c th nh gi c cht lng dch v mt cch chi tit.

Ngc li, m hnh SERVPERF n gin hn, hiu qu hn khi o lng cht

lng dch v cch khi qut. M hnh mc quan trng - mc thc hin

(IPA), gm 2 phn. Thng tin thu c u tin l kin ca khch hng v

mc quan trng ca cc thuc tnh, cc yu t. Phn th hai l cm nhn, nhgi ca khch hng v mc thc hin/p ng ca nh cung cp dch v m

h nhn c.

Trong ngnh du lch dch v, chng ta cn phi am hiu tht knhu cu,

mong mun ca du khch c th thit k cc sn phm dch v ph hp v

cung cp dch v tt nht. Do , chng ta cn bit c khch hng ca chng

ta quan tm, xem trng yu t no. Chnh v vy, m hnh IPA c chn la

lm csnh gi cho ti nghin cu ny.2.2 PHNG PHP NGHIN CU

2.2.1 Phng php thu thp s liu

- S liu thcp

S liu th cp c tng hp t cc ngun:

Cquan thc tp Khch sn Chu:

+ S liu v tnh hnh hot ng kinh doanh ca khch sn

+ S liu v s lng nhn vin, trnh hc vn ca nhn vin ca khch

sn lm cs xut gii php

- S liu scp

Ngun s liu s cp c thu thp bng cch phng vn trc tip khch

thu phng ca khch sn. V lun vn s tin hnh trn csnghin cu cht

lng dch v thng qua nh gi ca khch hng nn cn phi tin hnh nhng

cuc phng vn khch hng v phn tch cc s liu .


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Bng cu hi s dng thang o Likert 5 mc , t (1) Rt thp n (5) Rt

cao. Cc thuc tnh a ra nh gi cht lng dch v nm trong 5 ch tiu do

Parasuraman v cc cng s khi xng v pht trin (1985). Bng cu hi gm

ba phn chnh:+ Phn mt: Cc cu hi v thng tin chuyn i, s ln n khch sn

Chu, thi gian lu li khch sn

+ Phn hai: Khch sc hi v mc quan trng ca hi vi cht

lng dch v khch sn v nh gi ca h v mc th hin ca Chu sau

khi s dng cc dch v ti y. Mt s kin nhn xt v hnh vi sau tiu

dng ca khch.

+ Phn ba: Gm cc cu hi v thng tin c nhn ca khch nh: tui, gii

tnh, thu nhp, quc tch, trnh dng thng k phn loi sau ny.2.2.1.1 Phng php chn mu

ti nghin cu v cht lng dch v ca khch sn da trn nh gi

ca khch hng nn i tng phng vn s l cc khch hng lu tr ti khch

sn Chu t nht 1 m. Phng php chn mu ca ti l phng php

ngu nhin phn tng theo tiu thc phn vng a l, i tng phng vn c

chia thnh 2 nhm: khch quc t v khch ni a.

Cch tin hnh chn mu ngu nhin phn tng:

-Xc nh danh sch ca tng th. Ty thuc vo ni dung nghin cu, ta

chn mt tiu thc phn tng thch hp. Cc tiu thc phn tng c th l: tui

tc, gii tnh, thu nhp, vng dn c,

-Cn c vo tiu thc phn tng thch hp ta tin hnh chia tng th thnh

tng nhm nh. T tnh ra t l hay t trng ca tng nhm trong tng th.

-Sau tin hnh chn mu ngu nhin trong tng nhm theo t l tngxng vi kch thc ca nhm.

Phng php chn mu phn tng c s dng ph bin v n c nhiu u

im hn cc phng php khc. Theo phng php ny, mu c chn c tnh

i din cho tng th cao hn, gim ng k sai s trong nghin cu, c th chn

t mu tit kim thi gian v chi ph.


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2.2.1.2 Xc nh cmu

Da vo s lng khch quc t v ni a n khch sn Chu trong 3

nm t 2008 2010. Em tnh c t trng ca tng nhm khch nh sau:

Bng 1: CCU KHCH LU TR TI CHU

QUA CC NM 2008- 2010

vt: lt khch

Ch tiu Nm 2008 Nm 2009 Nm 2010T trng

(%)

Khch ni a 5.004 6.276 7.816 83,25Khch quc t 1.951 1.124 766 16,75

Tng cng 6.955 7.400 8.582 100,00

(Ngun: Phng kton, Khch sn Chu)

Thng thng cc nh nghin cu trong thc t thng s dng cmu

bng hoc ln hn 100 m khng cn tnh ton cmu v cmu ny thuc

mu ln bo m cho tnh suy rng (Lu Thanh c Hi - V Th Thanh Lc,

Nghin Cu Marketing ng Dng, trang 196). Do , em chn cmu 100

mu nghin cu.

T bng ccu khch ta tnh c t l khch ni a chim 83,25 % v

khch quc t chim 16,75% trong tng s du khch. Do , trong 100 mu th

s mu khch ni a l 83 mu v khch quc t l 17 mu.

Trong :

83,25 (%) = %100582.8400.7955.6

816.7276.6004.5

++

++

16,75 (%) = %100582.8400.7955.6

766124.1951.1

++

++


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2.2.2 Quy trnh thu thp v xl s liu

Hnh 3: Quy trnh thu thp v phn tch s liu

2.2.3 Phng php phn tch s liu

Sau khi m ha, s liu c a vo phn tch di s h trca phn

mm SPSS chy phn tch thng k, thc hin cc kim nh.

Mc tiu 1: Xc nh cht lng dch v v tm hiu cc nh gi ca

khch hng. S dng cc phng php phn tch sau:

2.2.3.1 Phn tch tn s (Frequency Analysis)

Phn tch tn s dng thngk tn s, s ln xut hin ca mt quan st,

mt bin no . Trong bi nghin cu ny s dng phn tch tn s thng kcc yu t v nhn khu hc v thng tin v chuyn i ca khch hng nh:

Xc nh cc

bin a vobn cu hi

Thit k bngcu hi Thu mu

M ha nh liuB s liu chnhthc

Kim nh PairedSamples T - test

Thng tin nhnkhu v thng tin

chuyn i cakhch hn

Mc quan

trng (I)

Mc th hin

(P)

nh gi mc quan trng ccthnh phn dch

v

nh gi mc th hin ccthnh phn dch

v

Thn k m t

S hi lng, snlng quay li v

sn lng giithiu

Kim nh Independent SamplesT- test v ANOVA

So snh s khc bit mc quan trng v nh gi mc

th hi n

M hnh IPA nh gi chtln dch v

Phn tch phnbit v phn tchCrosstabulation


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tui, gii tnh, Thng k mt s kin nhn xt v hnh vi sau tiu dng ca

khch hng nh: s hi lng, sn lng quay li, sn lng gii thiu.

2.2.3.2 Phn tch thng k m t (Descriptive statistics)

Thng k m t c thc nh ngha nh l phng php c lin quann vic thu thp s liu, tm tt, trnh by, tnh ton, cc c trng khc nhau

phn nh mt cch tng qut i tng nghin cu. Phng php ny c s

dng trong bi nghin cu ny phn tch thng tin vi tng phng vn,

tnh tr s trung bnh Mean, gi tr ln nht Max, gi tr nh nht Min

ngha ca tng gi tr trung bnh i vi thang o khong:

Gi tr khong cch = ( Maximum-Minimum)/n

= (5-1)/5

= 0,8

Gi tr trung bnh ngha

1,00-1,80 Rt khng ng /Rt khng hi lng/ rt khng quan trng

1,81-2,60 Khng ng / khng quan trng/khng hi lng

2,61-3,40 Khng kin/ Trung bnh

3,41-4,20 ng / Hi lng/ Quan trng4,21-5,00 Rt ng / Rt quan trng/ Rt hi lng

2.2.3.3 Kim nh tin cy ca thang o bng h s Cronbach Alpha

H s ca Cronbach l mt php kim nh thng k v mc cht ch

m cc mc hi trong thang o tng quan vi nhau.

Cng thc ca Cronbach l:

=N/[1+(N-1)]

Trong : l h s tng quan trung bnh gia cc mc hi.

Theo quy c th mt tp hp cc mc hi dng o lng c nh gi

l tt phi c h s 0,8. Nhiu nh nghin cu ng khi Cronbach t 0,8

n gn 1 l thang o tt, t 0,7 n gn 0,8 l s dng c. Cng c nh

nghin cu ngh rng Cronbach Alpha t 0,6 tr ln l c th s dng c

trong trng hp khi nim ang nghin cu l mi hoc mi i vi ngi tr

li trong bi cnh nghin cu. (Nunnally, 1978; Peterson, 1994; Slater, 1995).


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2.2.3.4 Kim nh tr trung bnh ca hai tng th - trng hp mu c

lp ( Independent Sample T- test)

Php kim nh ny c s dng trong trng hp chng ta cn so snh tr

trung bnh v mt ch tiu nghin cu no gia hai i tng m chng ta

quan tm. Ch c hai bin tham gia trong mt php kim nh trung bnh: mt

bin nh lng dng khong cch hay t l tnh trung bnh v mt bin nh

tnh dng chia nhm ra so snh.

Trc khi thc hin kim nh trung bnh, ta cn phi thc hin kim nh

s bng nhau ca hai phng sai tng th. Kim nh ny c tn l kim nh

Levene, vi gi thit H0 rng phng sai ca hai tng th bng nhau. Kt qu cavic bc b hay chp nhn H0 nh hng rt quan trng n vic chng ta s

chn la loi kim nh gi thit v s bng nhau gia hai trung bnh tng th

no: kim nh trung bnh vi phng sai bng nhau hay kim nh trung bnh

vi phng sai khc nhau.

Nu gi tr Sig. trong kim nh Levene (kim nh F) < (mc ngha)

th phng sai ca 2 tng th khc nhau, ta s dng kt qu kim nh t dng

Equal variances not assumed.Nu Sig. trong kim nh Levene (kim nh F) th phng sai ca 2

tng th khng khc nhau, ta s dng kt qu kim nh t dng Equal variances

assumed.

Nu Sig. trong kim nh t th c s khc bit c ngha v trung bnh

ca 2 tng th.

Nu Sig. trong kim nh t > th khng c s khc bit c ngha v

trung bnh ca 2 tng th.

Trong nghin cu ny, s dng phng php kim nh tr trung bnh ca

hai tng th - trng hp mu c lp nhm mc ch kim nh s khc bit v

nh gi mc quan trng v mc th hin gia cc khch hng c quc tch

v gii tnh khc nhau.

2.2.3.5 Phn tch phng sai ANOVA

C th ni phn tch phng sai l s m rng ca kim nh t, v phngphp ny gip ta so snh tr trung bnh ca 3 nhm bin phn loi tr ln. K


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thut phn tch phng sai c dng kim nh gi thit cc tng th nhm

(tng th b phn) c tr trung bnh bng nhau. K thut ny da trn cstnh

ton mc bin thin trong ni b cc nhm v bin thin gia cc trung bnh

nhm. Da trn hai c lng ny ca mc bin thin ta c th rt ra kt lun

v mc khc nhau gia cc trung bnh nhm. Trong phm vi ti ny phn

tch phng sai mt yu t (One Way ANOVA) c s dng nhm mc ch

kim nh s khc bit vnh gi mc quan trng v mc th hin gia

cc khch hng c tui, thu nhp, trnh hc vn khc nhau. Mt s ginh

i vi phn tch phng sai mt yu t:

-Cc nhm so snh phi c lp v c chn mt cch ngu nhin-Cc nhm so snh phi c phn phi chun hoc cmu phi ln

c xem nh tim cn phn phi chun.

-Phng sai ca cc nhm so snh phi ng nht.

Gi thit:

H0 : khng c s khc bit gia cc bin trong kim nh.

H1 : c s khc bit gia cc bin trong kim nh.

Nu ginh tng th c phn phi chun vi phng sai ng nht khngp ng c th chng ta s chuyn s dng kim nh Kruskal - Wallis thay

th cho ANOVA.

2.2.3.6 Kim nh tr trung bnh ca hai mu ph thuc hay phn phi

tng cp (Paired-Samples T-test)

y l loi kim nh dng cho 2 nhm tng th c lin h vi nhau. D

liu ca mu thu thp dng thang o nh lng, khong cch hoc t l. Qu

trnh kim nh s bt u vi vic tnh ton chnh lch gi tr trn tng cp quan

st bng php tr, sau kim nghim xem chnh lch trung bnh ca tng th

c khc 0 hay khng, nu khng khc 0 tc l khng c s khc bit.

Li th ca php kim nh ny l loi trc nhng yu t tc ng bn

ngoi vo nhm th. iu kin p dng Paired-samples T- test l kch c2

mu so snh phi bng nhau v chnh lch gia cc gi tr ca 2 mu phi c

phn phi chun hoc cmu phi ln xem nh xp x phn phi chun.


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Gi thit:

H0: Khng c s khc bit v gi tr trung bnh ca hai nhm.

H1: C s khc bit v gi tr trung bnh ca hai nhm.

Nu mc ngha quan st Sig. (2 tailed) (mc ngha) th kim nh

hon ton c ngha, bc b gi thuyt H0, ta kt lun rng c s chnh lch c

ngha thng k gia 2 bin.

Trong bi nghin cu ny dng Kim nh so snh cp kim nh xem

c s khc bit no gia mc quan trng ca khch hng v cc thuc tnh

cht lng dch v v mc th hin ca khch sn v cc thuc tnh hay

khng v nu c th khc nhau ra sao.Mc tiu 2: Xc nh cc nhn tnh hng n cht lng dch v ca

khch sn v cc hnh vi sau tiu dng ca khch hng.

ti s dng cc phng php phn tch sau gii quyt mc tiu:

2.2.3.7 Phn tch phn bit

Phn tch phn bit (phn tch bit s) l mt kthut phn tch d liu khi

bin ph thuc l bin phn loi v bin c lp l bin nh lng (thang o

khong hay t l). Cc mc tiu ca phn tch phn bit l:-Nghin cu xem c s khc bit c ngha tn ti gia cc nhm v ni

dung ca cc bin c lp khng

-Xc nh nhng bin c lp no l nguyn nhn ln nht gy ra nhng s

khc bit gia cc nhm.

-Phn loi nhm ny vi nhm khc da vo cc gi tr ca bin c lp.

-Pht trin nhng hm phn bit kt hp tuyn tnh nhng nhn t d bo.

C hai trng hp phn tch bit s l:

+ Phn tch bit shai nhm: Khi bin ph thuc ch c 2 biu hin.

+ Phn tch bit sbi: Khi bin ph thuc c 3 hay nhiu biu hin.

Trong nghin cu ny s dng phn tch bit s 2 nhm phn bit s hi

lng v s sn lng quay li.

2.2.3.8 Phn tch bngcho (Crosstabulation):

Cross Tabulation l mt k thut thng k m t hai hay ba bin cng lcv bng kt qu phn nh s kt hp hai hay nhiu bin c s lng hn ch


32/125



trong phn loi hoc trong gi tr phn bit. Trong ti ny s s dng phn tch

Cross Tabulation hai bin kim nh mi quan h gia s hi lng v quyt

nh quay li, gia s hi lng v sn lng gii thiu, quyt nh quay li vi cc

bin nhn khu hc nh: tui, gii tnh, thu nhp, trnh hc vn, quc tch.

Bng phn tch Cross Tabulation hai bin cn c gi l bng tip lin.

Vic phn tch cc bin theo ct hay theo hng l ty thuc vo vic bin

c xem xt l bin c lp hay bin ph thuc. Thng thng, bin xp theo

ct l bin c lp v bin xp theo hng l bin ph thuc.

Trong phn tch, ta cng cn quan tm n gi tr kim nh. y phn

phi Chi - bnh phng cho php ta kim nh mi quan h gia cc bin.Gi thit:

H0: Khng c mi quan h gia cc bin.

H1: C mi quan h gia cc bin.

Gi tr kim nh Chi - bnh phng trong kt qu cung cp mc ngha

ca kim nh (Sig.). Nu mc ngha ny (mc ngha) th kim nh hon

ton c ngha, ta bc b gi thuyt H0, ngha l cc bin c lin h nhau. Ngc

li th cc bin khng c lin h nhau.2.2.3.9 M hnh IPA

S dng m hnh o lng cht lng dch v IPA nh gi cht lng

dch v:

+ Tm hiu kin ca khch hng v mc quan trng ca cc yu t khi

tiu dng cc dch v ca khch sn.

+ Tm hiu kin nh gi v mc th hin ca khch hng sau khi

s dng dch v ti khch sn Chu.V biu th hin s phn b ca cc thuc tnh trn bn gc phn t. Da

vo s phn b ca cc bin a ra cc nhn xt phn no nn tip tc tp trung

u t pht trin, phn no nn hn ch pht trin

Mc tiu 3: ra cc gii php nhm nng cao cht lng dch v ca

khch sn Chu v hn ch cc yu km.

T kt qu phn tch, nh gi ca mc tiu 1, 2 rt ra cc kt lun v ra

cc gii php.


33/125



CHNG 3

TNG QUAN V KHCH SN CHU

3.1GII THIU SLC V KHCH SN

Khch sn Chu t tiu chun 2 sao trc thuc cng ty C phn Thng

nghip Cn Th(CTC). Khch sn Chu l doanh nghip Nh nc C phn

ha, c SK Hoch u T Thnh Ph Cn Thcp giy php ng k kinh

doanh s 1800576757 ngy 21.01.2005 (ng k thay i v cp li 6 ln). Ta

lc ti trung tm thnh ph Cn Th- mt thnh ph si ng v pht trin bc

nht ca ng bng sng Cu Long.

- a ch: S 91, Chu Vn Lim, P. An Lc, Q. Ninh Kiu, Tp. Cn Th- Tel: (84)071.812800 - 812808

- Fax: (84)071.812779

- Email: [email protected]

- Website: www.asiahotelct.com

n nay khch sn Chu v ang l im n khng th thiu trong

hnh trnh ca du khch trong v ngoi nc khi n thm min Ty Nam B.

3.2TIN NGHI V DCH V

-Dch v phng ngh

Khch sn Chu c 22 phng ng tiu chun, trang thit bng b -

hin i theo tiu chun xp hng ca Tng cc Du lch Vit Nam vi nhiu loi

phng cho khch la chn. Phn loi theo gc nhn, s sang trng v tin nghi th

khch sn Chu c 3 loi phng.

Bng 2 : PHN LOI PHNG V GI PHNG NM 2011

LOI PHNG S LNG GI (VN)

C BIT 06 480.000

I 07 380.000

II 09 320.000

(Ngun: Khch sn Chu )


34/125



Gi phng bao gm:

- Tri cy t phng - Dch v Internet

- Thu VAT + ph phc v. - n sng theo thc n.

- Nc sui.

Trong :

+ Loi T BIT: 01 ging i + 01 ging n: my lnh, TV Parabol,

bn tm, t lnh, in thoi, IDD, nc nng lnh, ban cng ring, Amenities

(kem, bn chi nh rng, du gi, lc) c ban cng, ca s ring.

+ Loi I: 02 ging n: trang thit b ging phng C BIT nhng

khng c ban cng, ca s ring.+ Loi II: 01 ging i: My lnh, TV Parabol, bn tm, t lnh, in

thoi, IDD, nc nng lnh, Amenities (kem, bn chi nh rng, du gi,

lc)

+ u i gi cho khch on, khch di hn.

+ H thng bung phng thong mt vi sn lt thm, my lnh, truy cp

internet min ph, wi-fi c tt c cc khu vc trong khch sn.

- Nh hng Chu:+ t ti tng trt v lu 1: Sang trng, m cng, sc cha 700 khch. Thc

n phong ph vi cc mn n , u, phc v tic ci, lin hoan, sinh nht, hi

ngh

+ Nh hng phc vim tm sng theo thc n, thi gian phc v t 6h-

9h30.

+ i ng nhn vin c o to qua cc trng nghip v, nhiu thc

n a dng phong ph vi cc mn n u, , c bit l cc mn n truyn

thng c trng ca min sng nc thch hp qu khch hng la chn cho

vic t chc hi ngh khch hng, tic sinh nht, hp bo

- Dch v Karaoke v cc dch v khc:

+ Dch v Karaoke: Gm 9 phng Kararaoke vi h thng m thanh cht

lng, phng rng ri, ni tht n tng.

+ Cc dch v b sung: Cho thu xe, git i, i ngai t, cc tour du lchxanh tham quan vng sng nc nh: chni Ci Rng, Phong in, Vn tri


35/125



cycng nh cc im du lch hp dn khc thuc vng ng Bng sng Cu

Long v trong c nc.

Phng hi ngh: Phc v cc cuc hi tho, hi ngh vi trang thit b hin

i, phc va dng cc cuc hi tho vi quy m khc nhau. H thng m

thanh nh sng tin nghi.

Kinh doanh ru, bia

Dch v h trkhch hng: dch v Internet, Fax, photocopy

3.3CCU T CHC

Ccu t chc ca khch sn Chu c t chc theo m hnh t chc

trc tuyn chc nng. Cc phng ban, b phn u chu s lnh o ca Hing Qun tr v Ban Gim c cng ty.

-u im:

+ Nhn vo ccu b my t chc ta thy c s tinh gim trong khu

nhn s ca cng ty, gip gim c chi ph v nhn cng qua gip tng li

nhun trong kinh doanh, tng tnh cnh tranh.

+ S dng thng tin hai chiu nhm h trkp thi cc kin cho ca

cp trn.-Nhc im:

+ Do tinh gim nhn s trong kinh doanh nn mi nhn vin trong cng ty

phi kim nhim mt hoc hai cng vic. Do , i hi i ng cn b nhn

vin trong cng ty phi c nghip v chuyn mn cao, c tm huyt th mi m

nhim c cng vic c giao.

+ D c s sai st trong khu qun l u vo v u ra, khng su st hoc

khi c s c xy ra s khng p ng kp thi.


36/125



Sau y l s ccu t chc ca khch sn Chu:

Hnh 4: Ccu b my t chc ca Cng ty C Phn Khch sn Chu

Trong : kin cho cp trn kin phn hi t cp di

3.4TNH HNH NGUN NHN LC CA KHCH SN

Hin ti khch sn Chu c 49 ngi ( gm 24 nam, 25 n) tham gia vo

qu trnh to ra sn phm dch v. Trong nhn scc b phn c phn b

tng i ng u th hin bng 3 nh sau:

PH GIM CTI CHNH

PH GIM CMARKETING

NhHng

Bphn

Bo v

HI NGQUN TR

GIM C

PHNG K TONHNH CHNH

B phnbp

B phnL tn

B phnphc vbung

Bphn

Karaok

B phnTp v

B phnBo tr


37/125



3

6% 10

20%

36

74%

i hc

Trung cp - Cao ng

Trung hc tr xung

Bng 3: PHN B S LNG LAO NG CAKHCH SN CHU NM 2011

(vt: Ngi)Stt Phng ban n v trc thuc S lao ng T l (%)

1 Ban Gim c 2 4,08

2 Phng nghip v K ton Hnh chnh 4 8,16

3 B phn Nh hng 11 22,45

4 B phn Bp 8 16,33

5 B phn L tn 4 8,16

6 B phn phc v Bung 5 10,20

7 B phn Bo v 6 12,258 B phn Tp v 3 6,12

9 B phn Bo tr 2 4,08

10 B phn Karaoke 4 8,16

Tng cng 49 100

( Ngun: Phng kton, Khch sn Chu )

Xt v trnh hc vn, s nhn vin c trnh i hc ch chim khong6%. S cn li chim phn ln l trnh trung cp v 12/12. Xt trong thc t

cnh tranh hin nay, v do c im ca ngnh kinh doanh dch v th gi tr ca

ngun nhn lc l rt ln gp phn to ra sn phm dch v hon ho. Chnh

v vy m ngoi kinh nghim lm vic, trnh ca nhn vin lun c c lnh

o doanh nghip v khch hng quan tm.

Hnh 5: Trnh hc vn ca nhn vin khch sn


38/125



3.5TNH HNH HOT NG KINH DOANH T2008 - 2010

Trong giai on 2008 2010, tnh hnh kinh doanh ca khch sn Chu

tng i kh quan th hin tng s lt khch n khch sn lu tr qua mi

nm u tng. C th, nm 2008 khch sn Chu n tip c mt s

lng khch l 6.955lt. n nm 2009, tng s khch lu tr ti khch sn

Chu l 7.400 lt, tng 445 lt, tng ng tng 6,39 % so vi nm 2008. Bc

sang nm 2010 con s ny c nng ln 8.582 lt, 1.182 lt, tng ng tng

15,97 % so vi nm 2009. V s liu bng cng cho thy, khch ni a l i

tng khch ch yu ca Chu, lun chim hn 70% trong tng s khch ca

khch sn v lun tng qua cc nm t 2008 2010. Nguyn nhn chnh l do sthu ht ca l hi Va B Cha X ti An Giang (24/4 m lch) ko di t thng 2

n khong thng 6 dng lch, nn cc du khch kt hp du lch ti Cn Thv

Chu c - An Giang, v khong cch gia hai ni khng xa, c thi v trong

ngy. ng ch trong khi tng lt khch lu tr tng nhng s khch quc t

li gim t nm 2008 2010. Nguyn nhn chnh l do Cn Thhin nay c

kh nhiu cc khch sn mi c xy dng vi i tng khch hng mc tiu

l khch du lch quc t.

Bng 4: S LT KHCH LU TR TI KHCH SN CHU

QUA CC NM 2008- 2010

vt: lt khch

( Ngun: Phng kton, Khch sn Chu)

Ch tiu

Nm 2008 Nm 2009 Nm 2010Chnh lch

2009/2008

Chnh lch

2010/2009

S

lt

T

trng

(%)

S

lt

T

trng

(%)

S

lt

T

trng

(%)

S

lt

T

trng

(%)

S

lt

T

trng

(%)

Khch ni a 5.004 71,95 6.276 84,81 7.816 91,07 1.272 25,42 1.540 24,62

Khch quc t 1.951 28,05 1.124 15,19 766 8,93 (827) (42,39) (358) (31,85)

Tng cng 6.955 100,00 7.400 100,00 8.582 100,00 445 6,39 1.182 15,97


39/125



Nhn chung, lng khch n khch sn lu tr tng lin tc l do nh

hng lng khch du lch n Cn Thlun tng qua cc nm. a s khch i

theo on, vic lu tr ca khch u ty thuc vo cng ty m h mua chng

trnh tour, tc l cng ty bn tour ny cha khch n khch sn Chu nu

lin kt vi khch sn. Ch c khch li du lch h mi t thu khch sn,

tuy nhin s lng rt t. iu ny cho thy khch sn Chu thc hin hot

ng lin kt vi cc Cng ty du lch rt hiu qu. Kt qu tch cc t s tng ln

lin tc ca s khch lu tr c phn nh vo tnh hnh doanh thu nh sau:

Bng 5: DOANH THU TCC HOT NG CA KHCH SN CHU TNM 2008 2010

vt: triu ng

Ch tiu

Nm 2008 Nm 2009 Nm 2010Chnh lch2009/2008

Chnh lch2010/2009

Stin

Ttrng(%)

Stin

Ttrng(%)

Stin

Ttrng(%)

Stin

Ttrng(%)

Stin

Ttrng(%)

DT Bung 2.441 45,07 2.581 46,74 2.979 47,02 140 5,74 398 15,42

DT nh

hng813 15,01 832 15,07 1014 16,01 19 2,34 182 21,88

DT Karaoke 1.679 31,00 1.767 32,00 2.013 31,78 88 5,24 246 13,92

DT t cc

DV khc483 8,92 342 4,19 329 5,19 (141) (29,19) (13) (3,80)

Tng 5.416 100,00 5.522 100,00 6.335 100,00 106 1,96 813 14,72

( Ngun: Phng kton, Khch sn Chu)

Trong :

- DT: Doanh thu

- DV: Dch v


40/125



Do s lt khch hng lin tc tng t 2008 2010 gp phn tch cc

doanh thu ca khch sn. Nhn vo bng 5 ta thy, tng doanh thu ca khch sn

Chu cng tng lin tc qua ba nm v trong ccu doanh thu ca khch sn

th hot ng kinh doanh lu tr chim t trng cao nht lun chim t trng trn

45% tng doanh thu ca khch sn. Mc d bng 4 cho thy s lng khch

quc t st gim t 2008 2010 nhng doanh thu t hot ng kinh doanh bung

phng li tng lin tc. iu ny khng mu thun v b vo lng du khch

quc t gim i th khch ni a li tng ln v tng khong bn ln s khch

quc t gim i. Chnh v th m doanh thu t hot ng bung khng h gim

st trong khi s lng khch quc t gim qua cc nm.Tng s khch lu tr khng ch lm tng doanh thu t hot ng kinh

doanh bung phng m cn ko theo s tng ln ca doanh thu t cc hot ng

khc nhn ung ng thi, s khch a phng s dng cc dch v ca

khch sn nh: nh hng, Karaoke, phng hp, tic ci cng tng ng k.

Chnh nhvy, m t 2008 -2010, bn cnh doanh thu t phng ngh tng th

doanh thu t cc hot ng khc cng tng ln.

Nhn chung, trong thi gian va qua khch sn Chu hot ng khhiu qu, s lt khch thu phng v doanh thu ngy mt tng, em li li

nhun cho cng ty v tng thu nhp cho nhn vin.


41/125



CHNG 4

NH GI CA KHCH HNG V CHT LNG CC DCH

V KHCH SN CHU CUNG CP

4.1 XC NH CC NHN T V KIM NH THANG O

a. Cc nhn ttrong thang o cht lng dch v

Cc bin s dng trong bi vit nh gi cht lng dch v ca khch

sn Chu nh sau:

Bng 6: CC YU TNH GI CHT LNG DCH V

Nhn t TT Tn bin

HU HNH(c 7 bin

chi tit)

1 Khch sn c kin trc p2 Khch sn c y tin nghi3 Nhn vin khch sn n mc tm tt, gn gng4 Phng ngh c khng gian rng ri, thong mt5 Trang thit b ca khch sn hin i6 Trang thit b ca khch sn lm vic tt, khng b h hng7 Cc khu vc chung c v sinh sch s

TIN CY(c 5 bin

chi tit)

8 Khch sn cung cp dch vng thi im nh ha9 Khch sn cung cp dch vng nh yu cu ca khch

10 Gii quyt phn nn ca khch nhanh chng, chuyn nghip11 Thng tin Book phng c khch sn ghi nhn chnh xc12 Linh hot trong vic cung cp dch v theo yu cu ca khch

TRCHNHIM

(c 3 bin

chi tit)

13 Khch sn cung cp dch v nhanh chng, kp thi cho khch14 Nhn vin khch sn lun sn sng gip khch hng15 Nhn vin khch sn khng bao git ra qu bn rn

khng p ng yu cu cho khch

M BO(c 4 bin

chi tit)

16 Nhn vin khch sn c th giao tip bng ngoi ng thnhtho

17 Kin thc v s hiu bit ca nhn vin18 Nhn vin khch sn lun nim n, lch s,tn trng khch19 m bo an ninh, an ton cho khch v ti sn c nhn ca

h

CMTHNG(c 4 bin

chi tit)

20 Khch lun c nhn vin khch sn quan tm21 Thi gian phc v ca khch sn thun tin22 Khch sn c phng thc thanh ton thun tin

23 Nhn vin khch sn bit r thi quen, sthch khi khch sdng dch v ln tip theo


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Cc bin bng 6 c chn da vo 5 nhm yu t v 22 thuc tnh o

lng cht lng dch v ca Parassuraman v cc iu kin thc t ca khch

sn Chu thi im hin ti.

Cc thuc tnh c la chn a vo thang o gm 23 bin. Cc bin ny

chi tit theo 5 nhm nhn t v tng hp cc dch v. V y l ti nh gi

cht lng tng qut, nh gi cht lng dch v ca c dch v tng th ca

khch sn nn bao gm nhiu kha cnh, nhiu dch v. V th cc bin cng

mang tnh tng qut.

b. Kim nh tin cy ca thang o

ti tin hnh kim nh tin cy ln lt cho thang o mc quantrng v thang o mc th hin.

Nu mc t 0,6 tr ln l c th s dng c... (Nunnally, 1978;

Peterson, 1994; Slater, 1995).

Kt qu kim nh Cronbach Alpha cho thang o mc quan trng bng

7 c h s Cronbach Alpha = 0,776. Tuy khng t c mc Cronbach Alpha

cao t 0,8 1 l mc hon ho. Nhng theo nhiu nh nghin cu th mc t

0,6 tr ln l c th chp nhn c. Vi mc = 0,776, thang o 23 bin chn l c th s dng. Tuy nhin, ta thy bin trong s 23 bin th cn phi b ra

bin I2 Khch sn c y tin nghi v I7 Cc khu vc chung c v sinh

sch s, v 2 bin u c mc im cao hn 0,776.


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Bng 7: KIM NH TIN CY CA THANG O MC

QUAN TRNG

Cronbach Alpha = 0,776

TT Tn binTng quan

bin tngAlpha nuloi bin

I1 Khch sn c kin trc p 0,329 0,768

I2 Khch sn c y tin nghi 0,165 0,777

I3 Nhn vin khch sn n mc tm tt, gn gng 0,468 0,758

I4 Phng ngh c khng gian rng ri, thong mt 0,225 0,774

I5 Trang thit b ca khch sn hin i 0,306 0,769

I6 Trang thit b lm vic tt, khng b h hng 0,204 0,774I7 Cc khu vc chung c v sinh sch s 0,035 0,789

I8 Cung cp dch vng thi im nh ha 0,392 0,765

I9 Cung cp dch vng nh yu cu ca khch hng 0,254 0,772

I10 Gii quyt phn nn ca khch nhanh chng 0,455 0,759

I11 Thng tin Book phng c ghi nhn chnh xc 0,238 0,773

I12 Linh hot trong vic cung cp dch v theo yu cu 0,212 0,774

I13 Cung cp dch v nhanh chng, kp thi cho khch 0,343 0,767

I14 Nhn vin khch sn lun sn sng gip khch hng 0,344 0,767I15 Nhn vin khch sn khng bao git ra qu bn rn 0,379 0,764

I16 Nhn vin giao tip bng ngoi ng thnh tho 0,394 0,764

I17 Kin thc v s hiu bit ca nhn vin 0,391 0,763

I18 Nhn vin lun nim n, lch s, tn trng khch 0,275 0,771

I19 m bo an ninh, an ton cho khch v ti sn c nhnca khch

0,384 0,764

I20 Khch lun c nhn vin khch sn quan tm 0,496 0,758

I21 Thi gian phc v ca khch sn thun tin 0,266 0,771I22 Phng thc thanh ton thun tin 0,457 0,759

I23 Nhn vin khch sn bit r thi quen, sthch khikhch s dng dch v ln tip theo

0,379 0,765

(Kt qu xl sliu bng SPSS 13.0)

Kt qu Cronbach Alpha ca thang o nh gi mc th hin c kt

qu cao hn Cronbach Alpha ca thang o mc quan trng vi kt qu l

0,841. Tuy nhin, trong s 23 bin th ta cn loi ra bin P4 Phng ngh c


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khng gian rng ri, thong mt v bin P11 Thng tin book phng c ghi

nhn chnh xc, P13 Cung cp dch v nhanh chng, kp thi

Bng 8: KIM NH TIN CY THANG O MC TH HIN

Cronbach Alpha = 0,841

TT Tn binTng quan

bin tngAlpha nuloi bin

P1 Khch sn c kin trc p 0,575 0,828

P2 Khch sn c y tin nghi 0,264 0,840

P3 Nhn vin khch sn n mc tm tt, gn gng 0,504 0,831

P4 Phng ngh c khng gian rng ri, thong mt 0,150 0,844

P5 Trang thit b ca khch sn hin i 0,321 0,838

P6 Trang thit b lm vic tt, khng b h hng 0,371 0,836

P7 Cc khu vc chung c v sinh sch s 0,423 0,834

P8 Cung cp dch vng thi im nh ha 0,445 0,834

P9 Cung cp dch vng nh yu cu ca khch hng 0,531 0,831

P10 Gii quyt phn nn ca khch nhanh chng 0,385 0,836

P11 Thng tin Book phng c ghi nhn chnh xc 0,158 0,844

P12 Linh hot trong vic cung cp dch v theo yu cu 0,506 0,831

P13 Cung cp dch v nhanh chng, kp thi cho khch 0,257 0,843

P14 Nhn vin khch sn lun sn sng gip khch hng 0,486 0,831

P15 Nhn vin khch sn khng bao git ra qu bn rn 0,233 0,841

P16 Nhn vin giao tip bng ngoi ng thnh tho 0,558 0,828

P17 Kin thc v s hiu bit ca nhn vin 0,382 0,836

P18 Nhn vin lun nim n, lch s v tn trng khch 0,489 0,832

P19 m bo an ninh, an ton cho khch v ti sn c nhnca khch

0,511 0,832

P20 Khch lun c nhn vin khch sn quan tm 0,389 0,836

P21 Thi gian phc v ca khch sn thun tin 0,288 0,839

P22 Phng thc thanh ton thun tin 0,370 0,837

P23 Nhn vin khch sn bit r thi quen, sthch khikhch s dng dch v ln tip theo

0,553 0,828

(Kt qu xl sliu bng SPSS 13.0)


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V y l mt nhin cu tng i mi. C nhng tiu ch (bin) rt xa l

v khch hng cha hiu kv n. Hn na, thi gian tr li ca khch khng

nhiu, h t c thi gian suy nghk ngha ca cc mc hi nn kt qu ca

kim nh ny cha cao.

Nh vy, sau khi kim nh mc tin cy thang o ca 23 bin th ta cn

loi ra 5 bin trong s 23 bin. Kt qu b tiu cho lng cht lng dch v

ca Khch sn Chu cn li 18 bin thuc 5 nhm yu t nh sau:

Bng 9: CC YU TNH GI CHT LNG DCH V

IU CHNHNhn t TT Tn bin

HU HNH(C 4 bin

chi tit)

1 Khch sn c kin trc p2 Nhn vin khch sn n mc tm tt, gn gng3 Trang thit b ca khch sn hin i4 Trang thit b ca khch sn lm vic tt, khng b h hng

TIN CY(C 4 bin

chi tit)

5 Khch sn cung cp dch vng thi im nh ha6 Khch sn cung cp dch vng nh yu cu ca khch7 Gii quyt phn nn ca khch nhanh chng, chuyn nghip8 Linh hot trong vic cung cp dch v theo yu cu ca khch

TRCHNHIM

(C 2 bin

chi tit)

9 Nhn vin khch sn lun sn sng gip khch hng10

Nhn vin khch sn khng bao git ra qu bn rn khng p ng yu cu cho khch

M BO(C 4 bin

chi tit)

11 Nhn vin khch sn c th giao tip bng ngoi ng thnhtho

12 Kin thc v s hiu bit ca nhn vin13 Nhn vin khch sn lun nim n, lch s,tn trng khch

14 m bo an ninh, an ton cho khch v ti sn c nhn ca h

CMTHNG

(C 4 bin

chi tit)

15 Khch lun c nhn vin khch sn quan tm16 Thi gian phc v ca khch sn thun tin17 Khch sn c phng thc thanh ton thun tin18 Nhn vin khch sn bit r thi quen, sthch khi khch s

dng dch v ln tip theo


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4.2 SLT V THNG TIN NHN KHU HC CA KHCH

Cc thng tin nhn khu ca khch lu tr v thng tin chuyn i cng c

tc ng n nhu cu, th hiu, kin cm nhn... ca h khi tr li. Do , vic

tm hiu cc thng tin vc im nhn khu l kh quan trng phn loi

khch, tm hiu tm l, xu hng, thi quen ca h.

a. Thng tin nhn khu

Bng 10: THNG TIN NHN KHU CA KHCH

Thng tin p vin S mu (ngi) Phn trm (%)Gii tnhNam

N

10063

37

10063

37 tuiDi 20T 20 - 30T 30 - 50Trn 50

1008

5529

8

1008

5529

8Thu nhp(triu ng/thng)Di 3 triuT 3 - 5 triuT 5 - 10 triuTrn 10 triu

1002231

2423

1002231

2423

Trnh Di trung hc v Trung hcTrung cp - Cao ngi hcSau i hc

10025402411

10025402411

Quc tchu - M

Chu Vit Nam

10013

483

10013

483

( Ngun: Sinh vin thc hin thng k m t sliu scp)

- Gii tnh: Theo kt qu thu thp 100 mu phng vn th c 63% l nam

v 37% l n. S khch nam chim sng trong tng s mu phng vn l kt

qu hin nhin do nam gii thng t phi chm sc cho cc thnh vin trong gia

nh v do c im tnh cch nn h c xu hng thch i n nhng ni mi lnhiu hn so vi n gii. Mc khc, s du khch n Cn Th cng tc, kinh


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doanh a s l nam, c bit l nhng cng vic i hi s nhanh nhn v bng

tri nh sale, nghin cu th trng

- tui: Du khch a dng vi cc tui t di 20 n trn 50, v c

im ca du lch Cn Th l tham quan, du lch sinh thi, khng c cc hot

ng mnh, mo him nn bt k tui no cng c th tham gia. Du khch

trong tui t 20- 30 tui chim s lng cao nht (chim 55%), kn l

tui t 30 50 (chim 29%). y l tui c sc khe tng i n nh, c

nhu cu tm hiu nhng iu mi l mmang kin thc. Mc khc, tui t

20 50 cng l tui m mi ngi chng ta ang trong giai on pht trin

cng vic hoc hc tp nghin cu nn s lng ngi trong tui ny chimsng trong ccu khch du lch l iu d hiu.

- Thu nhp: Nhn chung, khng c s chnh lch qu cao trong mc thu

nhp ca khch lu tr ti Khch sn Chu. Trong , mc thu nhp t 3 5

triu ng/ thng chim t l cao nht (chim 31%). y cng l mc thu nhp

ph bin ca khch ni a lu tr ti Chu. iu ny cng ph hp vi thc t

v kh nng chi tr ca du khch cho mc ch lu tr ca mnh. C 23% khch

c thu nhp trn 10 triu ng/thng l do trong c 17% mu l khch quc t,nn khi quy i mc thu nhp ca h sang VN th trn mc 10 triu. ng

ch l t trng khch c thu nhp t 5 - 10 triu v trn 10 triu ng ca

Chu cng kh cao (gn 50%). iu ny cho thy Chu c nhng im mnh

nht nh v cht lng dch v d v th mt khch sn hai sao. iu ny s

c trnh by chng 4.

- Trnh hc vn: Nhn chung, khng c s chnh lch qu ln v trnh

hc vn ca khch lu tr ti Khch sn Chu. Sp vin di i trung

hc v trung hc chim 25%, trong bao gm cc p vin nh tui v p

vin ln tui i cng gia nh. y l nhng khch du lch thun ty vi mc

ch tham quan, du lch; Cao ng trung cp chim 40%, i hc chim 24%.

iu ny ph hp vi thc t hin nay, trnh dn tr ni chung ngy cng ci

thin. Thnh ph Cn Thcng pht trin, thu ht nhiu khch tham quan du lch

hn trc. Hn na, khch i theo nhm bn b l hc sinh, sinh vin hay khchi theo on cng ty, c quan nn c trnh u l Cao ng - i hc. S


48/125



khch c trnh sau i hc ch chim 11%. a s hc n Cn Th cng

tc, kinh doanh hay lm nghin cu.

- Quc tch: Do c chia ccu s mu theo quc tch t trc nn c

83% l khch ni a, khch quc t l 17%. Trong khch hng c quc tch

u - M chim sng, 13 ngi trong tng s 17 khch quc t (ch yu l

khch Php, Anh, Canada). Hin nay du lch sinh thi ang ngy cng a chung,

cc du khch ny c bit yu thch loi hnh du lch sinh thi, thin nhin, phong

cnh lng qu sng nc, li sng bnh d ca nng thn, t s khc bit v vn

ha to nn s hp dn cho du khch v c th gip h gim i p lc cng

vic, th gin u c. Cn thhin nay ang ch trng pht trin loi hnh dulch ny. Do thu ht c nhng du khch ny n vi Cn Th, qua to

iu kin cho cc cslu tr ca thnh phn tip nhng du khch ny, trong

c Khch sn Chu.

b. Khch hng l ngi a phng

Bng 11: S KHCH HNG L NGI A PHNG

Sng ti Cn Th S ngi T l (%)

C 12 12,0

Khng 88 88,0

Tng 100 100,0

(Ngun: kt qu x l s liu bng SPSS 16.0)

Mc ch cu hi ny l nhm phn loi khch a phng v khch khng

phi l ngi a phng.

Kt qu Bng 11 cho thy a s khch s dng dch v bung ng ca

Khch sn Chu l khch n ta phng khc. i tng ny l nhng

khch du lch n Cn Thvi mc ch ch yu l tham quan, du lch, l nhng

ngi c kh nng chi tr v yu cu cao v cht lng cc dch v khch sn

cung cp. Do , khch sn cn c bit ch v p ng tht tt i tng nyv h l i tng khch hng chnh ca khch sn.


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Kt qu cn cho thy s lng khch a phng s dng dch v bung

ng ti Chu l ng k, chim 12% trong tng s mu phng vn. V vy, v

pha khch sn cn c s quan tm phc v tt thnh phn khch hng ny v

h cng l mt thnh phn trong tng khch, gp phn ng k trong vic to nn

thut ng World Of Mouth, gip khch sn qung b tn tui m khng phi b

ra chi ph.

c. Thng tin vchuyn i ca khch lu tr ti khch sn Chu

Cc thng tin v chuyn i ca khch c th hin trong bng sau:

Bng 12: THNG TIN V CHUYN IThng tin chuyn i S mu (Ngi) Phn trm (%)

Ln n Cn ThLn u tin

2 - 3 lnTrn 4 ln

88442816

100,050,031,818,2

Mc chTham quan, du lch

Thm ngi thn, bn b

Cng tc, kinh doanhKhc

883319

298

100,037,520,5

33,09,1

S ln n ChuLn u2 - 3 ln>4 ln

100672112

100,067,021,012,0

Thi gian lu tr Chu1 m

2 - 3 m

>4 m

1005826

16

100,058,026,0

16,0Ngun thng tin v Chu

Ngi thn bn bSch, bo, internetCng ty l hnh

Khc

10029163817

100,029,016,038,017,0

( Ngun: Sinh vin thc hin thng k m t sliu scp)

- Ln n Cn Th: C a s du khch n Cn Thln u tin(50%).C 31,8 % du khch n Cn Thkhong 2 - 3 ln, s ngi n Cn Th


50/125



trn 4 ln ch chim khong 18%. C th du lch Cn Thvn cha hp dn,

loi hnh cha c sa dng hay i mi, trng lp vi cc a phng khc

trong vng ng bng sng Cu Long nn cha lc ht khch hng nhv

trli vi Cn Thnhiu ln hn.

- Mc ch n Cn Th:a s khch n Cn Thvi mc ch tham

quan du lch, chim 37,5%. ng ch l khch i cng tc, kinh doanh cng

chim t l kh cao vi 33%. Do ti Cn Ththng xuyn t chc cc hi ngh,

hi tho cp khu vc v l trung tm kinh t nn cng thu ht khch n vi mc

ch cng v, tm hiu chi hp tc, u t. Cn li l cc khch hng i thm

bn b, ngi thn v cc mc ch khc nh th gin, kt hn- S ln n Khch sn Chu: C 67% p vin tr li l n ln u

tin n Khch sn Chu. Nguyn nhn khch quan l do nh hng t thc t

ca du lch Cn Th. S khch n Chu t 2 3 ln ch chim 21 % v s

khch n trn 4 ln chim 12%. y l nhng khch n Cn Thvi mc ch

kinh doanh, cng tc v l nhng khch mi ca khch sn, h yu thch

Chu v nhng l do nht nh nh nhn vin nhit tnh, khng kh thn

thinV nh th, mi ln c vic n Cn Thth h li ngh ti Chu.- Thi gian lu tr ti Khch sn Chu: a s cc khch hng lu tr

ti Chu ch 1 m, chim 58%. C 26% khch hng ngh li 2 - 3 m. Cc

khch hng lu tr trn 4 m ch chim 16%. C th gii thch v phn ln

khch i trong cc tour ngn ngy hoc i cng gia nh, bn b vo dp ngh

cui tun. Bn cnh , c bit trong cc chuyn i ca du khch th h

thng tri qua hai hoc ba a im tr ln, v h ch Cn Thmt ngy

tham quan ri hm sau li i tip sang cc im du lch khc nh Ph Quc, H

Tin, An Giang Do , s khch ngh li 1 m chim t trng cao.

- Ngun thng tin v Khch sn Chu: Ngun thng tin ch yu

du khch tm hiu l qua cc cng ty lhnh (38%) v qua bn b, ngi thn,

ng nghip (29%), ngun thng tin tsch bo, internetchim 16% v 17 % t

cc ngun khc. iu ny cho thy khch sn Chu thc hin hot ng

lin kt vi cc Cng ty l hnh rt hiu qu. Bn cnh, ta thy nhu cu du lchthng da trn kinh nghim c nhn v thng tin t ngi thn. Cc kinh


51/125



nghim du lch thng c mi ngi chia s cho nhau. y l ngun thng tin

c xem l tin cy v chnh xc nht. Mt khc, vi thc t pht trin ca cc

phng tin truyn thng bo ch, c bit l internet nh hin nay th xu hng

tm hiu cc thng tin bng cc cng c tm kim trn internet cng trnn ph

bin. Nhn chung, cc ngun thng tin m du khch tip cn khng c s chnh

lch qu ln. V th, trong kh nng c th Khch sn Chu cn tn dng tt c

nhng ngun ny thu ht khch.

4.3 NH GI MC QUAN TRNG CA CC YU TI VI

KHC HNG

4.3.1 nh gi mc quan trng ca cc yu ti vi khch hng

Bng 13: NH GI MC QUAN TRNG CA CC YU T

Ch tiu imTB

lchchun

Mc quan trng

Hu hnh- Khch sn c kin trc p- Nhn vin khch sn n mc tm tt, gn gng- Trang thit b ca khch sn hin i- Trang thit b lm vic tt, khng b h hng

3,823,843,863,753,84

0,59170,81300,93230,98860,7208

Quan trngQuan trngQuan trngQuan trngQuan trng

Tin cy- Cung cp dch vng thi im nh ha- Cung cp dch vng nh yu cu ca khch- Gii quyt phn nn ca khch nhanh chng- Linh hot trong vic cung cp dch v theo yu cu

3,923,903,774,023,97

0,46360,70350,78950,90990,4844

Quan trngQuan trngQuan trngQuan trngQuan trng

Trch nhim- Nhn vin khch sn lun sn sng gip khch- Nhn vin khng bao git ra qu bn rn

3,924,133,70

0,72840,74750,9156

Quan trngQuan trngQuan trng

m bo- Nhn vin giao tip bng ngoi ng thnh tho- Kin thc v s hiu bit ca nhn vin- Nhn vin lun nim n, lch s v tn trng khch- m bo an ninh, an ton cho khch v ti sn

3,773,323,694,004,06

0,54260,78980,95020,84080,8387

Quan trngTrung bnhQuan trngQuan trngQuan trng

Cm thng- Khch lun c nhn vin khch sn quan tm- Thi gian phc v ca khch sn thun tin- Phng thc thanh ton thun tin- Nhn vin khch sn bit r thi quen, sthch

3,673,573,784,043,29

0,49730,78180,84780,90920,7823

Quan trngQuan trngQuan trngQuan trngTrung bnh

(Ngun: Sinh vin thc hin thng k m t sliu scp)


52/125



T kt qu ca bng thng k im trung bnh nh gi mc quan trng

i vi cc yu t trong cht lng dch v ta c th c nh gi chung sim

trung bnh u mc cao, hu ht u mc Quan trng, ch c 2 yu tc

nh gi mc Trung bnh.

iu ny ph hp vi tm l chung mi ngi l lun lun c nh gi cao

mc quan trng ca cc dch v. Do tnh cht ca du lch l ri khi ni c

tr thng xuyn nn trong chuyn du lch ca mnh h lun mun mi thu

hon ho. Du khch lun mong mun nhn c dch vmc cao nh: Khch

sn c kin trc p (3,84), trang thit b ca khch sn lm vic tt, khng b

h

hng (3,84) Trong , cc tiu ch c lin quan n an ton lun c

cao nhm bo an ninh, an ton cho khch v ti sn (4,06), Nhn vin

khch sn lun sn sng gip khch (4,13). iu ny cng d hiu v khi i

du lch th vic mun c khch sn ni mnh lu tr m bo an ton cho

ngi, ti sn v c gip khi gp cc s c l iu tt nhin.

Ngoi ra, theo nhu cu ngy cng cao nn khch s dng dch v cng xem

trng cc yu t lin quan n con ngi nh:Nhn vin n mc tm tt, gn

gng (3,86), Kin thc v shiu bit ca nhn vin (3,69), Nhn vin lch s,nim n , tn trng khch (4,00), Nhn vin quan tm khch (3,57). Trong kinh

doanh dch v gm 2 thnh phn l dch v v mt hu hnh v cc dch v v

hnh. Trong , thi v phong cch ca nhn vin rt quan trng trong vic to

n tng trc tip i vi khch hng. Nhn vin nim n, lch s v tn trng

khch s to n tng tt cho khch hng v khch sn. V ngc li s gy n

tng khng tt v nh hng n vic kinh doanh ca khch sn v lu di.

Cc tiu ch sau c xem l Trung bnhi vi khch v cht lng dch

v ca khch sn:

-Nhn vin giao tip bng ngoi ngthnh tho (3,32)

- Nhn vin khch sn bit r thi quen, sthch khi khch sdng dch v

ln tip theo (3,29)

iu ny cng d hiu v hn 80% khch ca khch sn l khch ni a

nn yu t Nhn vin khch sn c th giao tip thnh tho bng ngoi ngkhng nh hng n vic lu tr ca h ti khch sn. Do , h chnh gi


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tiu ch ny mc trung bnh. Nhn vin khch sn bit r thi quen, s thch

khi khch s dng dch v ln tip theo cng chc nh gi mc trung

bnh l do a s khch n khch sn ln u tin v ch ngh li mt m nn h

t quan tm n vic c nhn vin bit r thi quen ca mnh.

4.3.2 Phn tch s khc bit mc quan trng gia cc nhm khch

hng khc nhau vc im nhn khu

a.Skhc bit mc quan trng ca nhm gii tnhTa s dng kim nh gi thuyt v tr trung bnh ca 2 tng thc lp

Independent Samples T-test.

Gi

thuyt:

H0: Khng c s khc bit v mc quan trng gia nam v n.

H1: C s khc bit v mc quan trng gia nam v n

Bng 14: KIM NH SKHC BIT MC QUAN TRNG CA

NHM GII TNH

Ch tiu

im trung bnhKim nh Levenes Kim nh t

Nam N Gi tr F Gi tr p Gi tr t Gi tr p

Hu hnh 3,77 3,91 0,994 0,321 (1,163) 0,248

Tin cy 3,92 3,91 0,007 0,931 0,158 0,875

Trch nhim 3,89 3,96 0,518 0,473 (0,466) 0,642

m bo 3,78 3,76 1,501 0,223 0,246 0,806

Cm thng 3,70 3,62 1,000 0,320 0,744 0,459

(Kt qu phn tch Independent Samples T-test)

Kt qu kim nh cho thy cc nhm yu tu c gi tr p ca kim nh

t > = 0,1. Ta c th bt b gi thit H0, ngha l d nam hay nth u nh gi

mc quan trng ca cc nhm yu t ny nh nhau.

b. Skhc bit mc quan trng nhm quc tch

Ta tin hnh kim nh ny xt xem c s khc nhau vnh gi mc quan trng gia khch quc tv khch ni a hay khng.


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Gi thuyt:

H0: Khng c s khc bit v mc quan trng gia khch quc t v ni

a.

H1: C s khc bit v mc quan trng gia khch quc t v ni a.

Ta c kt qu kim nh s khc bit gia 2 nhm khch c trnh by

trong bng sau:

Bng 15: KIM NH SKHC BIT MC QUAN TRNG

CA NHM QUC TCH

Ch tiu im trung bnh Kim nh Levene

s Kim nh t

Quc t Ni a Gi tr F Gi tr p Gi tr t Gi tr pHu hnh 3,91 3,80 1,796 0,183 0,681 0,498T

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