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8/7/2019 Cc yu t tc ng n s la chn nh cung cp in thoi di ng
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B GIO DC V O TO
TRNG I HC KINH T TP. H CH MINH
--------------------------
INH TH HNG THY
NGHIN CU CC NHN TTC NGN VIC LA CHN NH CUNG CP
DCH VIN THOI DI NG
CA SINH VIN TP.HCM
Chuyn ngnh: Qun tr kinh doanh
M s: 60.34.05
LUN VN THC S KINH T
NGI HNG DN KHOA HC:
TS. NGUYN NH LUN
TP. H Ch Minh10/2008
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LI CM N
Trc ht, ti xin c t lng bit n v gi li cm n chn thnh n
TS. Nguyn nh Lun, ngi trc tip hng dn lun vn, tn tnh ch bo
v hng dn ti tm ra hng nghin cu, tip cn thc t, tm kim ti liu, x
l v phn tch s liu, gii quyt vn nh ti mi c th hon thnh lun
vn cao hc ca mnh.
Ngoi ra, trong qu trnh hc tp, nghin cu v thc hin ti ti cnnhn c nhiu s quan tm, gp , h tr qu bu ca qu thy c, ng
nghip, bn b v ngi thn. Ti xin by t lng bit n su sc n:
Cha m v nhng ngi thn trong gia nh h tr, to iu kin
thun li cho ti trong sut thi gian qua v c bit trong thi gian ti
theo hc kha thc s ti trng i hc Kinh t Tp.HCM.
Qu thy c Khoa Qun tr kinh doanh v qu thy c Khoa Sau i
hc trng i hc Kinh t Tp.HCM truyn t cho ti nhng
kin thc b ch trong sut hai nm hc va qua.
Ban gim c Cng ty lin doanh du l ch H.I.S. Sng Hn Vit Nam
v cc bn b, ng nghip lun ng vin, h tr ti trong qu trnh
hc tp v nghin cu.
Cc bn sinh vin trng i hc Kinh t Tp.HCM, i hc Huflit,
i hc Hng Vng, c s lin kt vi i hc Lc Hng nhittnh tham gia tr li phng vn nghin cu cho ti.
Tc gi
inh Th Hng Thy
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LI CAM OAN
Ti xin cam oan ti Nghin cu cc nhn ttc ng n vic
l a ch n nh cung cp d ch v i n thoi di ng c a sinh vin
Tp.HCMl cng trnh nghin cu ca ring bn thn ti. Cc s liu iu
tra, kt qu nghin cu nu trong lun vn l trung thc v cha tng c
cng b trong bt k ti liu no khc.
Tc gi
inh Th Hng Thy
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MC LC
Phn mu1. L do chn ti2. Mc tiu nghin cu3. i tng v phm vi nghin cu4. Phng php nghin cu5. ngha - Khnng ng dng6. Kt cu ca lun vn
Chng 1: C sl lun
1.1 Thtrng .............................................................................................................. 1
1.2 Th hiu .................................................................................................................. 2
1.3 Khi nim khch hng v khch hng trong ngnh dch v ............................ 4
1.4 Dch vin thoi di ng................................................................................... 6
1.4.1 Khi nim dch v.............................................................................................. 6
1.4.2 Dch vin thoi di ng v cc c tnh ca n ........................................ 6
1.4.3 nh gi cht lng dch vin thoi di ng ............................................ 7
1.5 Quyt nh la chn dch v .............................................................................. 9
1.5.1 M hnh n gin v qu trnh ra quyt nh mua hng ............................... 9
1.5.2 Cc nhm li ch ca dch vin thoi di ng ........................................ 11
1.6 Quy trnh nghin cu th hiu la chn dch vin thoi di ng ............. 12
1.6.1 Xc nh vn ............................................................................................... 121.6.2 Xc nh thng tin cn thit ........................................................................... 13
1.6.3 Ngun d liu................................................................................................... 13
1.6.4 K thut nghin cu ........................................................................................ 13
1.6.5 Thu thp thng tin............................................................................................ 14
1.6.6 Phn tch thng tin ........................................................................................... 15
1.6.7 Trnh by kt qu ............................................................................................. 15
Tm tt chng 1 ......................................................................................................... 15
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`Chng 2: Kho st thc trng thtrng vin thng Tp.HCM Thit k
nghin cu
2.1 Tng quan v thtrng vin thng Tp.HCM ................................................ 172.2 Gii thiu v cc nh cung cp dch vin thoi di ng hin nay trn th
trng Tp.HCM.................................................................................................... 18
2.2.1 Dch vin thoi di ng Vinaphone ......................................................... 192.2.2 Dch vin thoi di ng Mo bifone ........................................................... 202.2.3 Dch vin thoi di ng S-fone................................................................. 212.2.4 Dch vin thoi di ng Viettel ................................................................ 232.2.5 Dch vin thoi di ng E-mobile ............................................................ 242.3 Thit k nghin cu ............................................................................................. 252.3.1 Nghin cu nh tnh....................................................................................... 252.3.2 Nghin cu nh lng ................................................................................... 302.3.2.1 Thit k bng cu hi s b v chnh thc................................................ 30
2.3.2.2 Kt cu bng cu hi .................................................................................... 31
2.3.2.3 Ni dung bng cu hi ................................................................................. 312.3.2.4 Thu thp thng tin ........................................................................................ 34
Tm tt chng 2 ......................................................................................................... 35
Chng 3: Kt qu nghin cu v xut
3.1 Kt qu nghin cu ........................................................................................... . 373.1.1 M t mu ......................................................................................................... 373.1.1.1 Thng tin mu vc im c hay khng s dng in thoi di ng . 38
3.1.1.2 Thng tin mu v loi hnh thu bao ......................................................... 38
3.1.1.3 Thng tin mu vnm hc .......................................................................... 39
3.1.2 Xc nh cc thnh phn tc ng n th hiu la chn nh cung cp dchvin thoi di ng ca sinh vin ............................................................... 40
3.1.3 Xy dng v nh gi tin cy ca thang o ............................................ 45
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3.1.4 Phn tch mc quan trng trong nh gi ca sinh vin i vi cc yutnh gi chung v dch vin thoi di ng ......................................... 47
3.1.5 nh gi mi quan h gia th hiu la chn dch vin thoi di ngca sinh vin v cc nhn tnh hng n n .......................................... 50
3.1.5.1 Xy dng m hnh v ra cc gi thuyt nghin cu........................... 503.1.5.2 Xem xt mi tng quan gia cc bin .................................................... 523.1.5.3 La chn bin cho m hnh ........................................................................ 533.1.5.4 nh gi ph hp ca m hnh hi quy tuyn tnh a bin .............. 553.1.5.5 Kim nh ph hp ca m hnh .......................................................... 563.1.5.6 Kt qu phn tch hi quy a bin v nh gi mc quan trng c a
tng nhn t ................................................................................................... 57
3.1.5.7 Kim tra c s khc bit hay khng v th hiu la chn dch vinthoi di ng gia cc nhm sinh vin khc nhau.................................... 58
3.2 Nhn nh v xut kin ............................................................................... 613.2.1 Nhn nh kt qu............................................................................................ 613.2.2 Mt s kin xut ...................................................................................... 623.2.2.1 xut vi nh cung cp ............................................................................ 63
3.2.2.2 Kin nghi vi chnh ph........................................................................ 68
Tm tt chng 3 ......................................................................................................... 69
Kt lun
Ti liu tham kho
Ph lc
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DANH MC TVIT TT
Tp.HCM: Thnh ph H Ch Minh
H: i hc
DANH MC BNG
Bng 2.1: Cc nh cung cp dch v vin thng di ng
Bng 2.2: Thng k slng bng cu hi iu tra
Bng 3.1: Thng k mu vc im c hoc khng s dng in thoi di ngBng 3.2: Thng k mu v loi hnh thu baoBng 3.3: Thng k mu theo nm hcBng 3.4: Kt qu kim nh KMO v BallettsBng 3.5: Kt qu rt trch nhn tBng 3.6: Ma trn muBng 3.7: tin cy ca thang oBng 3.8: im trung bnh cc bin nh gi chung dch vin thoi di ngBng 3.9: Ma trn h stng quanBng 3.10: Kt qu ca th tc chn binBng 3.11: Kt qunh gi ph hp ca m hnhBng 3.12: Kt qu kim nh ph hp ca m hnhBng 3.13: Kt qu phn tch hi quy a binBng 3.14: Kt qu kim nh so snh hai nhm c v khng s dng in thoi
di ng
Bng 3.15: Kt qu kim nh so snh hai nhm s dng loi hnh thu bao trtrc v thu bao tr sau
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DANH MC HNH
Hnh 3.1: M hnh nghin cu th hiu la chn dch vin thoi di ng ca
sinh vin
DANH MC PH LC
Ph lc 1: Dn bi tho lun
Ph lc 2: Bng cu hi kho st
Ph lc 3: Bng tn s lm sch d liu
Ph lc 4: Kt qu phn tch nhn t
Ph lc 5: nh gi tin cy ca thang o
Ph lc 6: Kt qu phn tch hi quy tuyn tnh bi
Ph lc 7: Kt qu kim nh Independent-Samples T-test
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Phn mu
1. L do chn tiNc ta l nc c tc pht trin v cng ngh thng tin mc
cao, t ltng trng thu bao in thoi v in thoi di ng trong vi nm
tr li y ng hng nht, nh th gii. Chic my in thoi di ng ngy
cng trnn ph bin v gn gi, gn lin vi i sng hng ngy ca ngi
dn v gn nh khng th thiu i vi lp tr hin nay.
Sinh vin l lc lng c slng ng o, tui ang vo thi k
hp l nht cho vic tip cn s dng dch vdi ng. Do cc bt li ca vic
chuyn i, ngi tiu dng dch v in thoi di ng c xu hng khng
thay i s in thoi, v vy nhng ngi tham gia vo mng di ng hu
nh s l nhng khch hng trung thnh lu di ca nh cung cp.
Trong iu kin thtrng ca cc hng ha thng thng, sc cu ca
th trng s gim dn i vi loi hng ha ca mt doanh nghip hoc
ngnh khi thtrng t n bo ha hoc khi th hiu ca khch hng thay
i, tuy nhin, vi i tng nghin cu l sinh vin, hng nm u c thm
mt i ng gia nhp mi, theo , nu chn sinh vin l i tng khch
hng mc tiu th slng khch hng cng slun c b sung lin tc qua
tng nm.
Qua nhng l do trn, chng ta thy sinh vin tr thnh lc lng
khch hng tim nng ca cc nh cung cp dch v in thoi di ng, cc
nh cung cp lun c th s dng chin lc sn phm c cho khch hng mi
trong chin lc pht trin chung ca doanh nghip mnh. Vi mong mun
gip cc cng ty vin thng thy c tim nng pht trin t nhm khch
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hng c bit ny v dnh nhiu squan tm hn cho cc bn sinh vin, ti
chn vn Nghin cu cc nhn ttc dng n vic la chn nh cung
cp d ch v i n thoi di ng c a sinh vin Tp.HCM lm ti nghin
cu cho lun vn tt nghip ca mnh.
2. Mc tiu nghin cuti xc nh t c cc mc tiu c thsau y:
Trnh by khi qut c s l lun v th trng, th hiu, khch hng,dch v lin quan n dch v in thoi di ng v i tng khch
hng sinh vin.
nh gi chung v th trng vin thng thnh ph H Ch Minh v
thc trng hot ng ca cc nh cung cp dch vin thoi di ng
hin nay.
Xc nh l thuyt v xy dng m hnh nghin cu tm hiu cc nhn
ttc ng n vic la chn nh cung cp dch vin thoi di ng.
Kho st, nhn nh v nh gi v th hiu, xu hng, mi quan tm
hin nay i vi dch vin thoi di ng ca cc bn sinh vin.
a ra cc kin xut, mt s bin php v hng i cho cc nh
cung cp dch v.
3. i tng v phm vi nghin cui tng nghin cu: i tng nghin cu ca ti chnh l cc c
im, yu t, thuc tnh ca dch vin thoi di ng hay ni cch khc,
l th hiu v dch vin thoi di ng ca sinh vin.
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i tng kho st: sinh vin cc trng Cao ng hoc i hc trn
a bn thnh ph H Ch Minh.
Phm vi kho st: do slng cc trng Cao ng, i hc rt nhiu
v tri rng trn khp a bn thnh ph H Ch Minh, hn na, qu thi gian,
nhn lc v cc iu kin khc ca tc gi dnh cho nghin cu ti cn hn
ch, v vy tc gi gii hn phm vi nghin cu 4 trng gm i hc Kinh
t, i hc Huflit, i hc Hng Vng, c s o to lin kt vi i hc
Lc Hng.
4. Phng php nghin cuNghin cu nh tnh: thc hin kho st cu hi mcho mt nhm 20
ngi v tho lun nhm rt ra cc yu t m khch hng quan tm nhiu
nht khi s dng dch v in thoi di ng. Bng cu hi m c gi l
bng cu hi nh tnh.
Nghin cu nh lng: sau khi rt ra c cc yu t khch hng quan
tm nhiu nht trong qu trnh s dng dch vin thoi di ng, tc gi tin
hnh nghin cu iu tra mrng cho nhiu i tng, thu thp v thng k
kin ca s ng sinh vin v th hiu la chn dch v in thoi di ng
thng qua bng cu hi nh lng c thit k vi thang o Likert 5 mc
o lng mc quan trng ca cc yu t rt ra t nghin cu nh
tnh, k s dng phng php hi quy kho st mi quan h gia cc nhm
yu t vi nh gi chung ca sinh vin v dch v trong vic nh hng n
quyt nh la chn dch vin thoi di ng.
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5. ngha - Khnng ng dng ti nghin cu s cho bit nhng yu t no sinh vin quan tm
nhiu nht trong qu trnh la chn s dng dch vin thoi di ng v mc
quan trng ca chng. Kt qu ny c th gip cc cng ty vin thng c
c nhng tng mi trong kinh doanh, c bit l nhng cng ty ang c
nh thc hin chin lc pht trin phn khc th trng nhm vo i
tng khch hng sinh vin. Ngoi ra, da trn nhng vn quan tm, mong
mun ca sinh vin cng chnh l nhng mong mun ca khch hng ni
chung, ti cng a ra cc bin php, hng thc hin gip cc nh cungcp dch vin thoi di ng hon thin h thng h trkhch hng, phc v
cho mc ch nng cao hiu qu hot ng sn xut kinh doanh ca doanh
nghip khai thc dch v vin thng di ng.
6. Kt cu ca lun vnNgoi phn m u v kt lun, lun vn c kt cu thnh ba
chng:
Chng 1: Csl lun. Chng 2: Kho st thc trng th trng vin thng thnh ph H
Ch MinhThit k nghin cu.
Chng 3: Kt qu nghin cu v xut.
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CHNG 1
C SL LUN
1.1 ThtrngTheo quan nim cin, thtrng l ni din ra cc hot ng trao i,
mua bn hng ha. Khi nim ny gn thtrng vi mt a im xc nh
c th. Tuy nhin, vi s pht trin nhanh chng ca cc quan h sn xut, cc
hnh thc trao i hng ha, cc quan h kinh t x hi, khi nim thtrng
cin giy khng cn ph hp, n cn c mrng c th phn nh
y cc tnh cht nng ng, a dng v hin i ca thtrng ngy nay.
Khi nim hin i v thtrng: c rt nhiu tc gi, nhiu nh nghin
cu a ra nhiu khi nim hin i khc nhau v thtrng, xong gp li, th
trng c thc hiu l tng th cc quan h vlu thng hng ha v lu
thng tin t, tng th cc mi quan h, cc giao dch mua bn v cc dch v.Thtrng c thc gii hn theo cc tiu ch v khu vc a l, c im
i tng khch hng, loi hnh sn phm, dch v
T khi nim trn ta thy, th trng vin thng l tng th cc mi
quan hlin quan n cc hot ng vin thng nh mi quan h qun l gia
Nh nc vi cng ty vin thng, mi quan h cnh tranh v hp tc gia cc
cng ty vin thng vi nhau, hay mi quan h mua bn gia cng ty vinthng v ngi tiu dng.
Th trng vin thng Vit Nam ni chung v thnh ph H Ch Minh
ni ring hin nay ang din ra cc hot ng rt si ng, a dng v phong
ph, tc pht trin thu bao in thoi tng nhanh lin tc, l kt qu
ca vic chuyn dn t mt thtrng c quyn do Nh nc kim sot sang
thtrng cnh tranh vi tc pht trin cng nghdi ng nhanh, chu k
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cng ngh rt ngn, li thchi ph u t ngy cng gim mang n nhiu
c hi cho nh cung cp dch v mi tham gia thtrng, ng thi l thch
thc i vi nh cung cp dch v hin ti. Cc cng ty vin thng khng
ngng y mnh cc hot ng chiu th nhm li ko khch hng, khuch
trng th phn v ginh git vtr ng u bng xp hng trn thtrng.
1.2 Th hiuTh hiu l khuynh hng ca ng o qun chng a thch mt th g
, thng ch trong mt thi gian khng di. Thng thng th hiu ca
nhng nhm khch hng c c im khc nhau s khng ging nhau.
Nhn chung, th hiu tiu dng ca khch hng thng b nh hng
bi cc yu t sau:
- Vn ha truyn thng: l tp hp cc gi trc bn, cc phong tc,tp qun, nhng mong mun hnh vi c tch ly tgia nh v cc th chtrong x hi nh trng hc, nh th, chnh ph V d: vi cch n mc kn
o ca cc quc gia Hi gio th cc kiu qun o thi trang thong mt, hin
i s khng lt vo phm vi la chn ca h.
- Tng lp x hi: l nhng phn cp trong x hi, trong cc thnhvin chia s nhau nhng gi tr, mi quan tm, v nhng hnh vi tng t
nhau. Ta c th hiu r iu ny thng qua s so snh gia tc phong k lut
lao ng ca giai cp cng nhn v tc phong t do ca nhng ngi nng
dn, hoc r hn l vic tham gia mn th thao golf ca cc doanh nhn v
cc mn ththao thng thng ca ngi lao ng.
- Mi trng sng: tri qua nhiu thi i, nhng hon cnh sngkhc nhau, con ngi s c nhng suy ngh rt khc nhau, theo , nhu cu v
th hiu tiu dng cng trnn khc bit, khng nht thit lc no mt ngi
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cng chn cng mt loi sn phm tha mn cho mt nhu cu no ca
mnh, c bit l khi xut hin ngy cng nhiu sn phm, dch v mi. R
rng, theo cc tin b khoa hc k thut, th hiu ca ngi tiu dng thay i
t nhng sn phm t tnh nng sang nhng sn phm c tnh nng a dng,
tin dng hn, phc v tt hn cuc sng ca h. Th hiu di tc ng ca
mi trng sng cn c thc nhn thy trong khuynh hng la chn sn
phm ca ngi dn thuc cc quc gia khc nhau, cc nc pht trin, vi
mc sng cao, ngi tiu dng khng ch trng nhiu lm v bn ca sn
phm, h thch chn cc sn phm mi nht, hp thi nht, sau mt thi gians i sn phm khc, trong khi ti cc nc ang pht trin, do iu kin
kinh tkh khn, ngi dn c xu hng tm mua nhng sn phm c tui th
lu di c th s dng trong nhiu nm gip tit kim chi ph.
- Cc c im c nhn nh tui, gii tnh, ngh nghip, khnngti chnh, phong cch sng hay c tnh cng nh hng khng nh n th
hiu tiu dng ca con ngi. Ngi ta s mua nhng sn phm khng gingnhau nhng thi im khc nhau trong cuc i, hoc tnh trng ti chnh
ca mt ngi snh hng n thi ca hi vi chi tiu v tit kim.
Cc nh kinh doanh khi xy dng chin lc pht trin thng da vo
th hiu ca khch hng mc tiu sn xut sn phm, dch v ph hp vi
sthch, k vng h mong i nhm tha mn nhu cu ca h.
Nghin cu th hiu la chn dch v in thoi di ng l tm hiuxem khch hng nhn nh nh th no v gi tr dch v, h c nhng a
thch, k vng g ni nh cung cp, h chn la s dng loi hnh dch vin
thoi di ng da trn nhng c im, yu t no v mc quan trng ca
tng yu t hay nhm yu ttrong suy ngh ca khch hng.
Dch vin thoi di ng c c im l loi hnh sn phm dch v
s dng cng ngh hin i v ang c nhng bc i mi, pht trin khng
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ngng, thm vo vi i tng khch hng nghin cu ti chn l sinh
vin, h rt nng ng v yu thch ci mi, do vy th hiu ca sinh vin i
vi dch vin thoi di ng cng s khng bt bin m c sthay i kh
nhanh, cc nh nghin cu thtrng v nh qun l cn lu im ny khi
thc hin chin lc kinh doanh i vi i tng khch hng ny.
1.3 Khi nim khch hng v khch hng trong ngnh dch vMt doanh nghip ra i vi mong mun gt hi c nhiu thnh
cng v thu v nhiu li nhun. lm c nh vy, trc ht doanh nghip
phi tm cch tn ti v duy tr hot ng sn xut kinh doanh ca mnh bng
cch sn xut ra nhiu sn phm, thc hin nhiu dch v v bn c sn
phm, dch v ca mnh ra th trng. Nh vy, doanh nghip cn c khch
hng tiu th sn phm, dch v ca h. C cng nhiu khch hng, doanh
nghip cng bn c nhiu sn phm, dch v v cng pht trin hot ng
kinh doanh. Vic tm kim v thu ht khch hng lun l mc tiu quan trng
hng u ca mi doanh nghip. Vy khch hng c khi nim nh th
no?
Mt cch n gin, khch hng c thc hiu l ngi em tin n
cho doanh nghip i ly sn phm, dch v.
Tuy nhin, khch hng khng ch b hp trong phm vi mt c nhn
mua hng m nh ngha khch hng c th c m rng ra cho bt k c
nhn hay t chc no m hnh ng ca h c nh hng n qu trnh ra
quyt nh mua hng ca doanh nghip. Hn na, khng ch c nhng khch
hng hin hu, khch hng ang c d nh mua hng m cn c c nhng
khch hng tim nng c nhu cu mua hng trong tng lai. Doanh nghip
cn nm r khi nim v nhn din ng khch hng ca mnh mi c th xy
dng, trin khai v pht trin tt hot ng kinh doanh.
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Khch hng ca nh cung cp dch v in thoi di ng l nhng
ngi c thit bu cui nhng phi ng k v thng qua mng vin thng
ca nh cung cp thc hin cc kt ni trn chnh my in thoi di ng
ca mnh. Khch hng c th l cc t chc hnh chnh, cc t chc hot ng
x hi, cc t chc dch v, cc doanh nghip sn xut kinh doanh, hoc
nhng c nhn cn s dng in thoi di ng.
Vi vic la chn sinh vin lm i tng kho st cho ti, tc gi
tm hiu v nhn thy mt s c im chnh ca i tng khch hng
sinh vin nh sau:
S lng ng: hin nay, s lng cc trng i hc, Cao ng,
Trung hc chuyn nghip trn a bn thnh ph H Ch Minh xp x 170
trng, c tnh khong 480.000 sinh vin, y l mt con s hp dn i vi
cc nh cung cp dch v.
Cc trng i hc, Cao ng, Trung hc nc ta vn cha c s
phn bu trn cc tnh thnh ton quc m ch yu tp trung vo cc thnh
ph ln, v vy sinh vin cc tnh thnh khc phi ri xa nh, xa qu hng
trong cc nm theo hc ngh ti cc trng ny.
Sinh vin c tui trong khong t 18 n 24, y l giai on
ang tui trng thnh, c nhu cu kt bn nhiu, giao lu tm kim cc
thng tin.
i tng ny rt nng ng, nhy bn, ham tip cn ci mi, thch
tm hiu cc cng ngh hin i v d thch ng vi sthay i, pht trin ca
cng ngh mi.
Ngoi ra, sinh vin thng tham gia lm cc cng vic bn thi gian
nn hcng rt cn c phng tin lin lc cho cng vic.
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Mt c im cn lu l hu ht sinh vin c thu nhp tng ithp, trc mt h chu tin cho cc nhu cu thit yu, tht s cn thit ch
cha c khnng chi tr nhiu cho cc nhu cu xa x hoc cha cp bch.
1.4 Dch vin thoi di ng1.4.1 Khi nim dch v
Dch vc hiu l nhng thtng thng ha nhng v hnh, phi
vt cht m khi khch hng mua n, khch hng ch c th cm nhn chtlng thng qua cc yu t hu hnh khc ch bn thn dch v khng th
c nh gi bng nm gic quan thng thng.
Thng thng, khch hng mua hng ha giao d ch vi ngi bn hng
trong khong thi gian ngn, v s gn b gia khch hng vi doanh nghip
ph thuc vo s ln mua hng tip theo. Cn i vi sn phm l dch v,
thi gian giao dch s ko di hn v trong mt s trng hp c bit nhdch vin thoi th s gn b gia khch hng vi doanh nghip s din ra
trong khong thi gian di lu, cho nn khch hng lun cn nhc k lng
trc khi quyt nh chn mua dch v so vi mua hng ha.
1.4.2 Dch vin thoi di ng v cc c tnh ca nNh ni trn, sn phm dch vin thoi di ng cn bn l s
kt ni thng tin gia hai i tng khch hng ring bit thng qua cc thit
bu cui, n c y cc c tnh ca mt dch vthng thng nh:
- Tnh v hnh- Khng tn kho, lu tr- Tnh ng thi, sn xut gn lin tiu th
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- Khng ng nhtTa thy dch vc cung cp ngay khi khch hng thc hin kt ni,
ngha l khng ch c nh cung cp m c khch hng cng lc tham gia to ra
s giao dch, nh vy n khng thc sn xut trc v lu trnh nhng
sn phm hu hnh bnh thng khc. Ta khng nhn thy s kt ni, cht
lng ca dch vin thoi di ng thng thng c nh gi thng qua
cc tiu ch nh: s n tip, hng dn ca cc nhn vin giao dch, kh
nng kt ni tn hiu cuc gi nhanh, r ca cuc m thoi Tt c cc
yu tny u v hnh, khch hng ch c th cm nhn ch khng th cmnm, nhn thy n, v do chng l nhng yu t v hnh nn xy ra hin tng
l kt qu v cht lng dch v khc nhau ty thi im, ni chn, cng c
v ngi to ra sn phm, v d nh s dng my in thoi ca hng no,
thi gian gi in vo ngy thng hay vo dp l, Tt... Cc nh cung cp
dch v cn nm r nhng c tnh ny qun l qu trnh khai thc dch v
cho hiu qu.
1.4.3 nh gi cht lng dch vin thoi di ngCht lng hot ng vin thng di ng ph thuc vo cc yu t ca
mi trngbn ngoi v mi trng bn trong. N c xc nh bng trnh
k thut ca cc phng tin thng tin, bng vic t chc sn xut, bng
trng thi mng li kt ni cc im thng tin, bng k thut khai thc thitb v cng trnh vin thng, bng vic t c tin b khoa hc k thut
trong cc cng ngh v h thng truyn thng, bng hiu qu s dng cc
ngun nhn lc, vt lc v ti chnh, bng s chnh lch gia k vng ca
ngi tiu dng i vi s lng, cht lng cc dch v v mc hi lng,
tha mn cc k vng .
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Cht lng hot ng vin thng ni chung v vin thng di ng ni
ring trc y c hiu n gin bao gm hai kha cnh: cht lng dch v
v cht lng phc v.
Cht lng dch v th hin cc chtiu nh tc truyn a tintc, chnh xc, trung thc ca vic truyn a v khi phc tin tc, hot
ng n nh ca cc phng tin thng tin. C th l nng lc ph sng
ca mng li, khnng thc hin cuc gi thnh cng n cc vng trn c
nc, l vic kt ni thng tin khng b nghn mch, tn hiu m thoi r
rng, trung thc, thi gian x l s c nhanh, l vic cung cp nhiu loi hnhdch va dng ph hp vi nhiu i tng khch hng khc nhau
Cht lng phc v th hin qua cc ch tiu nh mc ph cpcc phng tin thng tin, mc tha mn nhu cu ca ton x hi v cc
dch v thng tin, khnng phc v ca mng li giao dch, thi , phong
cch phc v ca nhn vin giao dch, m bo b mt thng tin khch hng,
cch thc gii quyt cc vn , khiu ni, thc mc ca khch hng, cc dchvchm sc khch hng
Tuy nhin, cng vi s pht trin nhanh chng ca khoa hc k thut
v cng ngh hin i, ca ngnh qun tr kinh doanh, tip th v cng tc
chm sc khch hng, theo cc i hi, k vng ca khch hng i vi
cht lng dch vngy cng cao hn, khng ch dng li hai kha cnh ni
trn m cn c m rng sang cc kha cnh khc lm cho vic nh gi vqun l cht lng dch v cng tr nn kh khn hn rt nhiu. c rt
nhiu nh nghin cu c gng nh ngha v a ra cc m hnh cng nh
thang o o lng cht lng dch v. V d Lehtinen & Lehtinen ch ra
rng cht lng dch v phi c nh gi trn hai kha cnh: qu trnh cung
cp dch v v kt qu ca dch v [9]. Gronroos a ra hai thnh phn ca
cht lng dch v gm cht lng k thut v cht lng chc nng [8].
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Parasuraman & cc tc gicng xy dng thang o Servqual rt ni ting o
lng cht lng dch vthng qua nm thnh phn chnh l stin tng, s
p ng, s m bo, s ng cm, phng tin hu hnh [11]. Tuy vy
khng ai c th khng nh m hnh hay thang o no l chun xc v y
bi mi ngnh dch v c nhng c th ring ca chng. C th kt lun rng
cc thnh phn ca cht lng dch v khng thng nht vi nhau cc ngnh
dch v v ty thuc tng thtrng khc nhau m ngi nghin cu s dng
v iu chnh cc thang o cho thch hp vi tng trng hp nghin cu c
th. Chnh v vy, khi thc hin ti ny, tc gi phi cn nhc chn la, kthp v iu chnh nhiu thang o tm ra mt thang o thch hp nht i
vi c im ca dch vin thoi di ng hin nay v i tng khch hng
sinh vin trn a bn thnh ph H Ch Minh.
1.5 Quyt nh la chn dch v1.5.1 M hnh n gin v qu trnh ra quyt nh mua hng
M hnh n gin v qu trnh ra quyt nh mua hng gm: nhn bit
vn thu thp thng tin nh gi cc la chn thay th quyt nh
mua sm cc hnh vi sau khi mua.
Nhn bit vn : xut pht t nhu cu ni ti ca mnh hay bnhhng bi cc yu t bn ngoi a n cho sinh vin nhn thc rng mnh
mun mua sn phm. H c th nhn thy rng mnh cn s dng in thoi
di ng lin lc vi ngi thn hoc bn b cho mc ch tnh cm hay trao
i thng tin, l xut pht t nhu cu ni ti ca bn thn. Ngoi ra, sinh
vin cn c th btc ng bi cc yu t bn ngoi nh s khuyn khch, ng
h tgia nh, hay thy rng bn b ai cng c nn mnh cng phi s dng
theo kp mi ngi, hay yu cu cn phi c in thoi lin lc khi mun
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xin i lm thm mt sn v Tt c cc yu t ny dn n nhu cu s
dng in thoi di ng cho cc bn sinh vin.
Tm kim, thu thp thng tin: thng tin v dch vin thoi di ngrt dc tm thy t nhiu ngun khc nhau:
Ngun thng tin thng mi: qung co, trin lm, hi ch
Ngun thng tin c nhn: bn b, gia nh, ng nghip, nhng
ngi xung quanh
Ngun thng tin t kinh nghim thc t: qua tip xc, dng th,nghin cu sn phm.
Ngun thng tin trn cc phng tin thng tin i chng.
nh gi cc la chn thay th: cn c vo cc thuc tnh, c imca dch v v li ch do tng nh cung cp mang li, sinh vin nh gi cc
nh cung cp theo nhiu tiu ch v theo cch ring ca mnh, ty thuc vo
sthch, nhu cu, quan nim v khnng ca tng ngi.
Quyt nh mua sm: sau khi nh gi cc la chn, phn tch imc v mt ca tng phng n, sinh vin sa ra quyt nh la chn cho
mnh nh cung cp dch v thch hp nht da trn cc li ch m mnh ang
tm kim v khnng sn c ca mnh.
Hnh vi sau khi mua: l thi ngi tiu dng cm thy thamn, hi lng hay bt mn v sn phm, dch vmnh mua. Nu hi lng,
khch hng s chn nh cung cp cho ln s dng sau, gii thiu cho
nhng ngi khc cng s dng, vit th khen ngi, tham gia bnh chn cho
nhn hiu trong cc cuc thi hay kho st Nu bt mn, khch hng c th
phn ng bng cc hnh vi nh: i doanh nghip bi thng, phn nh phn
nn vi cc c quan chnh quyn, ngng mua sn phm, ni cho nhiu ngi
khc bit
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1.5.2 Cc nhm li ch ca dch vin thoi di ngCc cng ty vin thng cung cp dch v in thoi di ng, khch
hng mua dch v v ci h cn y l nhng li ch m dch vin thoi
di ng em li. Chnh nhng li ch ny to ra gi tr dch v khc nhau ca
tng nh cung cp v tha mn cc nhu cu ca khch hng. C th phn ra ba
nhm li ch nh sau:
Li ch chc nng: l s tha mn nhu cu kt ni thng tin khicn lin lc vi ngi khc vo mi lc, mi ni. Khi khch hng mun ni
chuyn vi bn b, khch hng thc hin kt ni v hm thoi, khi khch
hng mun thng tin cho ngi thn bit v mt vn , h son tin nhn v
gi i, ngi thn nhn tin nhn v bit c mt s thng tin quan trng,
ngha l khi khch hng gi c thng ip n ng ngi nhn th li ch
chc nng c thc hin. Li ch chc nng ca dch v in thoi di
ng thng lin quan n cc yu t cht lng dch vnh khnng kt ni
nhanh chng, tc truyn thng tin nhanh, r ca tn hiu thoi, s n
nh ca mng vin thng, phm vi phsng Nhng yu tny m bo s
kt ni thng tin c cht lng cho khch hng trong khi s dng dch v.
Nu mt trong cc yu t ny khng t cht lng, gy cn tr n vic
truyn thng tin th li ch chc nng khng c thc hin v iu ny nh
hng nghim trng n mi quan h gia ngi tiu dng v nh cung cp. Li ch tm l: thng lm cho ngi s dng dch v cm thy sng
khoi v cc kha cnh nh a v, mi quan h, an tm, gim ri ro v s
khan him. V d nh khch hng cm thy yn tm rng lun c th thc
hin kt ni khi cn nu s dng dch vin thoi di ng ca cng ty A v
theo thng k th t l kt ni thnh cng ca cng ty ny t n 99%. Trong
thi i th gii phng hin nay, thng tin c chia s nhanh chng v rng
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khp, v vy cc cng ngh k thut khng cn l b mt lu di lm th
mnh cnh tranh, th vic tha mn cc li ch tm l em li nhiu hn s hi
lng t pha khch hng, t gip h gn b vi doanh nghip. Cc doanh
nghip vin thng Vit Nam hin nay cng ch trng nhiu hn n cng
tc chm sc khch hng, nh vthng hiu, qung co vi mc ch tha
mn tt hn cc li ch tm l cho khch hng ca mnh.
Li ch kinh t: lin quan n chi ph ca dch v nh tin cc thay r, nu nhu cu thp nn s dng thu bao trtrc c li hn thu bao
tr sau, s tin tit kim c hng thng nh vo cc chng trnh khuynmi, cc ch u i dnh cho khch hng Thng thng, khch hng
mun chi tr t hn v nhn c nhiu hn, nh vy h ti a ha tha
dng ca mnh. Cc doanh nghip khi xy dng cc chin lc gi cn ch
cn i hp l sao cho hi ha gia li ch ca khch hng v li nhun ca
doanh nghip.
1.6 Quy trnh nghin cu th hiu la chn dch vin thoi di ng1.6.1 Xc nh vn
Sinh vin c nhu cu s dng in thoi di ng khng? Cu tr li l
c. Theo nh cc c im trnh by v sinh vin, nhn chung hin nay,
sinh vin thng phi sng xa gia nh trong cc k tc x hoc nh tr, h c
nhu cu rt ln lin lc vi ngi thn, bn b qua in thoi, v phng tin
tin li nht chnh l chic in thoi di ng.
Sinh vin c phi l khch hng tim nng khng? Phn l do chn
ti xc nh sinh vin l lc lng ng o v lun c b sung mi
hng nm, cng vi nhu cu cn s dng dch vin thoi di ng cho nn
hl i tng khch hng tim nng ca cc nh cung cp dch vin thoi
di ng hin nay.
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Vy vn y l cn nghin cu xem th hiu la chn nh cung cp
dch v in thoi di ng ca sinh vin hin nay nh th no, h quan tm
n iu g, mc ca nhng yu t ra sao, v th hiu ca h c ging
nhau i vi tt ci tng sinh vin hay khng.
1.6.2 Xc nh thng tin cn thitCc thng tin cn xc nh y bao gm:
- Nhn thc ca sinh vin v cc thnh phn gi tr dch vnh hngn quyt nh la chn nh cung cp dch vin thoi di ng ca h.
- Nhng thuc tnh, yu tc bn th hin, o lng cc thnh phngi tr ni trn.
- nh gi, cho im mc quan trng ca sinh vin i vi tngyu t, thuc tnh.
- Mi quan h gia cc thnh phn gi tr v nh gi chung ca sinhvin v dch vin thoi di ng. Cc thnh phn gi trnh hng nh th
no, tc ng ra sao i vi th hiu la chn nh cung cp ca sinh vin.
1.6.3 Ngun d liuS liu c s dng trong ti ch yu l s liu s cp, thng qua
vic phng vn trc tip tng ngi hoc nhm ngi tr li phiu cu hi
c c cc kin ca h v vn m ti t ra.
1.6.4 K thut nghin cuNi dung nghin cu c thc hin thng qua k thut tho lun
nhm v k thut phng vn.
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Phng php nghin cu nh tnh dng k thut tho lun nhm.Tc gi t chc bui gp gvi 20 sinh vin, pht bng cu hi mly kin
ca nhng ngi tham gia v nhng vn c lin quan n dch v in
thoi di ng vi mc ch khm ph cc yu t m h quan tm nhiu nht
khi s dng dch vin thoi di ng.
Phng php nghin cu nh lng s dng k thut phng vn
trc din. Tc gi v mt s cng tc vin n cc trng trong phm vi
nghin cu, gp trc tip cc bn sinh vin v pht phiu cu hi iu tra lm
c sd liu cho cuc nghin cu.
1.6.5 Thu thp thng tinCng c nghin cu: ti s dng cng c bng cu hi thu thp s
liu. C hai loi bng cu hi: bng cu hi mdng trong nghin cu nh
tnh v bng cu hi c tr li sn dng trong nghin cu nh lng.
K hoch ly mu:
- n v mu: sinh vin Cao ng, i hc.- Phm vi mu: cc trng i hc Kinh t, i hc Huflit, i
hc Hng Vng, c so to lin kt vi i hc Lc Hng
trn a bn Tp.HCM.
- Quy m mu: 220 mu pht ra, thu v 182 mu hp l.- Quy trnh ly mu: chn la mt cch ngu nhin v thun tin
cc sinh vin trong phm vi mu nh.
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1.6.6 Phn tch thng tin ti ng dng chng trnh phn mm SPSS16 x l s liu v
phn tch thng tin thng qua cc bc:
(1) Phn tch nhn t khm ph EFA (Exploratory Factor Analysis) xc
nh cc thnh phn gi tr tc ng n quyt nh la chn nh cung cp
dch vin thoi di ng ca sinh vin.
(2) nh gi s bthang o v tin cy ca bin o lng bng h s
Cronbach Alpha v gi tr (factor loading).
(3) Kim nh cc gi thuyt, m hnh, cu trc v ph hp tng th
ca m hnh.
(4) Thc hin kim nh t (independent samples test) gia cc nhm
sinh vin khc nhau vi cc thnh phn ca m hnh cu trc c kim
nh nhm tm ra s khc bit c ngha ca mt vi nhm sinh vin c th.
1.6.7 Trnh by kt quKt qu ca nghin cu c tc gi khi qut li v m t tng qut
thng qua cc bng tng hp cc thng s chnh, s liu kt qu chi tit c
trnh by c th trong phn ph lc. T cc bng tng hp, tc gi phn tch
v gii thch ngha ca cc d liu thu c lin quan ln lt n cc vn
nghin cu t ra.
Tm tt chng 1
Chng 1 trnh by khi qut cc khi nim cbn lin quan n th
hiu khch hng, cho ta hiu c th no l th hiu, thtrng in thoi di
ng c nhng mi quan h g, bao gm nhng yu t no, nhng g snh
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hng n quyt nh mua hng ca khch hng, nhng li ch no khch
hng mong mun khi s dng dch vin thoi di ng. ng thi xc nh
quy trnh, nu ra nhng cng vic c th cn phi lm khi thc hin nghin
cu ti.
Tuy nhin, nh gi c th hiu ca khch hng trong vic la
chn dch vin thoi di ng, ta cn c nhng ci nhn c th, thc thn
v thtrng vin thng cng nh cc nh cung cp dch vthng tin di ng,
tm hiu, pht hin cc nhn tnh hng n nh gi chung v dch vin
thoi di ng ca khch hng v tm quan trng ca cc nhn t.
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CHNG 2
KHO ST THC TRNG THTRNG VIN THNGTP.HCMTHIT K NGHIN CU
2.1 Tng quan v thtrng vin thng Tp.HCMTrong nhng nm qua, th trng vin thng di ng Vit Nam lun
duy tr mc tng trng cao v c coi l thtrng ang trn khi sc,
y tim nng i vi cc nh u t, trong , thnh ph H Ch Minh l mt
thtrng ln gp phn ng k vo stng trng .
V mt cng ngh, hin trn thtrng ang trin khai hai cng ngh di
ng tin tin ca th gii l GSM v CDMA. Thi gian qua, cc mng di
ng cng ht sc ch ng trong vic lin kt vi cc hng ln nc
ngoi pht trin v a vo khai thc nhng cng ngh mi, tin tin, nhm
ti a ha mng li v khng b lc hu so vi cng ngh th gii. Vo cui
qu 2 nm 2008, v tinh Vinasat i vo hot ng, to c hi v u th ln
cho ngnh vin thng ni chung v cc dch v vin thng di ng ni ring
trong qu trnh hi nhp vi khu vc v th gii.
Cnh tranh si ng ang din ra trn thtrng gia cc nh cung cp
dch v. Thng 6/2007, B Bu chnh Vin thng, nay l B Thng tin v
Truyn thng thng bo th ni gi cc dch vdi ng, nhm to bc
cnh tranh bnh ng hn trn thtrng di ng v p ng tt hn nhu cu
thtrng. Cui nm 2007, ba nh cung cp mng GSM tuyn b gim cc
vi mc gim cc ln nht ttrc n nay, trung bnh 15-20%. ng thi
ny lm cho thtrng vin thng ti thnh ph H Ch Minh v trn ton
quc din ra cc cuc cnh tranh th phn gia cc mng di ng ngy cng
trnn quyt lit. V cnh tranh thng li, ng vng trn th trng, cc
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mng CDMA tung ra nhng chiu thc khuyn mi mi, v d nh S-Fone
ngay trong nhng ngy u nm 2008 lm nng th trng bng gi cc
mi mang tn 1 ng vi u im mt ng cho mt giy gi.
Trong xu th pht trin chung, chnh ph ang thc hin t do ha
ngnh vin thng, to iu kin tham gia cho cc tp on vin thng ln.
Cc vin thng trc y ng hng nht nh khu vc th nay
mc trung bnh. Mt iu d dng nhn thy l gi cc dch v di ng
Vit Nam ddng c mi tng lp trong x hi chp nhn v in thoi
di ng trthnh mt vt dng bnh thng. Nhng iu ni ln mc
an ton ca thtrng di ng Vit Nam l kh cao.
2.2 Gii thiu tng quan v cc nh cung cp dch vin thoi di nghin nay trn thtrng Tp.HCM
Nm nh cung cp dch v in thoi di ngch yuhin c mt ti thtrng Tp.HCM gm:
Bng 2.1: Cc nh cung cp dch v vin thng di ng
STT Nh cung cp Nhn hiuNm
tham gia Cng ngh
1Cng ty dch v vinthng GPC
Vinaphone 1996 GSM 900MHz
2Cng ty thng tin ding VMS MobiFone 1998 GSM 900MHz
3Cng ty c phn buchnh vin thng Si GnS-Telecom
S-Fone 2003CDMA
800MHz
4Cng ty vin thng quni Vietel
Vietel 2004 GSM 900MHz
5Cng ty thng tin vinthng in lc EVNTelecom
E-Mobile 2006CDMA
450MHz
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2.2.1 Dch vin thoi di ng Vinaphone
Qua mi hai nm pht trin c th thy rng Vinaphone khng
ngng nghin cu pht trin cc sn phm, dch v ca mnh mt cch nhanh
chng, p ng kp nhu cu ca khch hng mi thi im. L mng di
ng u tin a sng n 100% huyn th trong c nc, Vinaphone th
hin u im ln nht ca mnh l vng ph sng rng, cht lng mng lun
t tiu chun quc t, m bo 98% cuc gi thnh cng.
S dng cng ngh GSM 900MHz vi cc u s 091xxxxxxx,
094xxxxxxx v 0123xxxxxxx.
Bc vo thi k cnh tranh, mng Vinaphone c s chun b, u
t ln, tng cng dung lng mng cng nh nng cp h thng mng tng
bc tin ln cng ngh 3G. Cc dn u t pht trin mng li vn ang
c tin hnh khn trng, d n ln nht trong thi gian ti l vic pht
trin 3000 trm thu pht sng trong hai nm 2007-2008, nng s trm thu pht
sng ca Vinaphone tng gp i, bng tng lng u t ca 10 nm trc
cng li.
Vinaphone c u th l mng lu nm nhiu kinh nghim nn c nhiu
im mnh so vi cc mng khc. Cc sn phm ca Vinaphone mang tnh
thay th cao. Ngoi VinaCard, VinaDaily, VinaText v nhng d ch v gi tr
gia tng nh 1900xxxx, 8xxx, chuyn vng quc t, thng bo cuc gi nh,
GPRS, MMS, WAP (gip truy cp nhng thng tin trn mng Internet,
Intranet, nhn gi email), VinaPortal, VinaEload (np tin qua tin nhn),
Vinaphone c nhiu dch v tt, p ng c nhu cu ca khch hng nh
dch v thng bo cuc gi nh, Ringtunes, dch v thng tin 360.
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Tuy nhin, Vinaphone cn c thm cc dch v gia tng mi, hp dn
hn, v hin nay cc i th cnh tranh vi li th cng ngh mi c nhiu
tin ch, ng dng thu ht c s quan tm ca khch hng, v dnh dch
v thng tin chng khon, xem truyn hnh qua in thoi
Chnh sch gi cc cn n iu, loi hnh dch v cha a dng.
Trong khi cc mng CDMA khc thu ht c khch hng nh nhn mnh
qung b tin ch dch vgia tng v cc gi cc tit kim.
Khi Vit Nam tr thnh thnh vin ca T chc Thng mi th gii,
cng ty dch v vin thng cng c mt ng thi ht sc quan trng: i
tn vit tt t GPC (G = GSM, P = Paging, C = Cardphone) thnh Vinaphone,
khng nh nh hng kinh doanh ca cng ty trong giai on mi.
Cng ty cng cng b h thng nhn din thng hiu mi mt cch
chuyn nghip v hin i, khng nh quyt tm xy dng Vinaphone thnh
mt mng di ng s mt ti Vit Nam v hng n hp tc v hi nhp
quc t.
2.2.2 Dch vin thoi di ng MobiFone
Cng ty Thng tin di ng VMS l cng ty lin doanh gia Tng cng
ty Bu chnh Vin thng Vit Nam v tp on Comvik International AB
(Thy in), c thnh lp t nm 1991, VMS c xem l nh khai thc
dch vthng tin di ng kinh nghim nht ti Vit Nam.
S dng cng ngh GSM 900MHz vi cc u s 090xxxxxxx,
093xxxxxxx v 0122xxxxxxx.
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Hin nay, MobiFone c ngi tiu dng Vit Nam a chung vi
hnh nh mt mng di ng cht lng hng u. VMS c bit rt nhy bn
vi cc dch v mi thu ht khch hng. Tn cc dch v cng th hin tin
ch, s vui nhn v i khi c c schi chc o nh MobiPlay, Mobi4U,
Mobiez, MobiFun. Cc dch v ca MobiFone cng ht sc a dng, t dch
v c bn (m thoi trong nc v quc t), n nhng dch v gi tr gia
tng nh thng bo cuc gi nh, np cc bng tin nhn, tra cc nng, tra
cc min ph bng tin nhn, v trang web MobiFone Portal cung cp cho
khch hng rt nhiu tin ch.VMS-MobiFone rt mnh dn trong vic u t i mi cng ngh,
pht trin cc dch v mi. Vi phng chm i tt n u, n nay
MobiFone vn t ra vng vng v tip tc tng trng nhanh. Theo nh gi
ca cc chuyn gia, MobiFone hin l mng dn u v cht lng sng v
c bit l cc dch v cng thm.
2.2.3 Dch vin thoi di ng S-Fone
c cung cp bi S-Telecom, s dng cng ngh CDMA 2000, l
cng ngh mi, ang c ph bin hn 50 quc gia trn th gii nh Anh,
M, c, Hn Quc, Singapore, v ln u tin c mt ti Vit Nam.
So vi nhng mng di ng khc, S-Telecom cung cp nhiu gi dch
vhn, mi gi dch v c nhng c im khc nhau, thch hp vi nhu cu
ca nhiu khch hng khc nhau. Tn cc dch v th hin c c tnh, tin
ch ca tng gi cc, ng thi nh vo tm l s dng, thu ht c nhiu
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i tng khch hng vi nhng mong mun khc bit, v dnh VIP: Cho
nhng nhn vt ni bt, Free one: Cho nhng ngi yu nhau, Economy:
Kinh t, tit kim
Bn cnh cc dch v c bn, S-Telecom cn c nhng dch v cng
thm hp dn, c bit l nhng dch vSWAP c khai thc trn nn cng
ngh CDMA. Ngy 9/10/2006, sau khi hon thnh nng cp cng ngh ln
CDMA 2000-1X EV-DO, S-Telecom chnh thc trin khai cung cp cc
dch v VOD/MOD (xem phim, truyn hnh, nghe nhc trc tip trn in
thoi di ng) v Mobile Internet (kt ni Internet cho my tnh thng quain thoi di ng).
Hin ti, S-Telecom vn ang ch trng gim cc v a ra cc gi
dch v gi r chy ua theo thtrng. Vi chnh sch nh gi kh hp dn,
i tng khch hng m trung tm nhm ti l nhm tui teen, gii hc
sinh sinh vin, nhng ngi hin ti c t khnng chi tr cho nhng dch v
di ng t tin nhng tng lai li l nhng i tng ha hn em li nhiudoanh thu.
Vic qung b pht trin thng hiu S-Fone c th hin ni bt qua
cc hot ng khuyn mi v qung co. Ngay t nhng ngy u ra mt dch
v, S-Fone c chin lc qung b dch v rng khp. n nay, trong mt
nhiu ngi tiu dng, S-Fone c cho l c nhiu chng trnh chiu th bi
bn v c o nht.Khng ch c gng p ng tt cho khch hng v cht lng dch v
S-Fone bit tn dng li th v vn kt hp vi cc phng thc kinh
doanh nhy bn, chnh sch marketing c bit linh hot, thng c nhng
chng trnh khuyn mi th v v bt ng, hp dn.
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2.2.4 Dch vin thoi di ng Viettel
Cng ty di ng Viettel (Viettel Mobile) c thnh lp ngy
31/05/2002 trc thuc Tng cng ty Vin thng Qun i (Viettel), chnh thc
i vo hot ng tngy 15/10/2004. Thng 5/2007, Cng ty Di ng Viettel
c chuyn thnh Cng ty Vin thng Viettel (Viettel Telecom).
S dng cng ngh GSM 900MHz, vi cc u s 098xxxx xxx,
097xxxx xxx v 0168 xxx xxx.
Ch trng pht trin ca Viettel Mobile l mng di dng gi r nht
Vit Nam. Hin Viettel c coi l i th kh nng cn trong s cc nh
cung cp dch vdi ng vi vng ph sng rng v mc cc thp.
V cht lng dch v: Viettel ang tin hnh nng cp mng GMS ca
mnh ln thnh GPRS tin ln th h 3G v u t gn 2.000 t ng
cho vic xy dng v pht trin mng nhm p ng kp thi nhu cu pht
trin ca thtrng thng tin di ng. Hin nay, Viettel c c 3000 trm
pht sng, ph sng ti 64/64 tnh thnh ph. Trong , ring nm 2006 cng
ty ny hon thnh n 1.500 trmmt con s k lc trong ngnh thng
tin di ng. Chnh con sny gip Viettel Mobile gi vng ngi v s 1 v
vng ph sng ti Vit Nam vi trn 80% dn s, thm ch mng ny c
mt tt c cc vng kh khn v him tr trn c nc nh cc tnh vng
cao, bin gii v hi o.
Viettel Mobile la chn chin lc gi thp v cung cp nhiu gi cc
a dng vi nhng tn gi hay nh Basic+ , Family, Economy, Daily, Z60, v
c bit l bgi cc 3 trong 1 Flexi vi khnng chuyn i linh ng gia
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3 la chn m khch hng c th t thc hin bng tin nhn (Bonus, Speed,
Friend) trong khi vn bo lu c s tin trong ti khon trtrc. Mi y,
Viettel tung ra hai gi cc si ng l gi cc C chua Tomato v gi cc
Ciao lm tng tnh hp dn cho cc thu bao trtrc vi mc cc r v thi
gian s dng di hn.
Viettel Mobile c phong cch tip th ht sc chuyn nghip, lun lun
th hin mnh v khch hng khng ch l s tin phong v mt cng
ngh m cn l s sng to trong trit l kinh doanh, thu hiu v tha mn
nhu cu ca khch hng. Viettel Mobile lun coi khch hng l nhng cth ring bit, c nhu cu c lng nghe, chia s, c p ng, phc v mt
cch tt nht v c i x cng bng . Ngay c vic la chn cu khu
hiu Hy ni theo cch ca bn cng th hin s tip th tt ca nh cung
cp ny trong vic thu ht khch hng.
Trn th trng vin thng hin nay, Viettel Mobile c ch nh
mt chng tn binh nng n, quyt lit trong cnh tranh. Bn cnh , nhcung cp ny c nhiu thun li v mt php l, c chuyn gia nc ngoi h
tr v cc chin lc marketing. V hn ht, Viettel Mobile la chn cng
ngh GSM, khng hin i nhng li chim u th v vng phsng v ang
rt thch hp vi thtrng Vit Nam trong thi gian qua.
2.2.5 Dch vin thoi di ng E-Mobile
Dch v E-Mobile do cng ty thng tin vin thng in lc cung cp
(u s096) chnh thc gia nhp thtrng t15/05/2006. y l mng di
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ng la chn cng ngh CDMA th hai Vit Nam sau S-Fone. Tuy nhin,
nh cung cp ny u t thng vo cng ngh hin i hn vi CDMA 2000-
1X & EV-DO bng tn 450MHz. u im ca cng ngh ny chnh l cht
lng cuc gi, tc v tnh bo mt thng tin cao.
Vi cng ngh tin tin, E-Mobile ha hn cung cp nhiu dch v gi
trgia tng nh dch v truyn d liu, fax, Internet v c bit l dch vnh
v. Mc d vy, d lun vn lo ngi rng E-Mobile s khng cung cp c
nhiu dch v tin ch nh cng b.
Mng E-Mobile thc hin ph sng ton quc ngay t nhng ngy
u cung cp d ch vng thi thc hin chnh sch nh gi cc cnh tranh
nht trong tt c 5 mng in thoi di ng hin c, phn chia thnh cc
cuc gi ni mng v ngoi mng.
Vi tim lc ln v ti chnh, E-Mobile c nhiu khnng cnh tranh
vi cc nh cung cp khc.
2.3 u2.3.1 Nghin cu nh tnh
Mc ch ca nghin cu nh tnh l khm ph cc yu t c khnng
tc ng vo suy ngh, nh gi ca khch hng, gy nh hng n quyt
nh la chn nh cung cp dch vin thoi di ng i vi khch hng.
, th ch v
. Khc vi nghin cu v th hiu la chn dch vin thoi di
ng, cc nghin cu v s hi lng v mc trung thnh ca khch hng
phn dng dch v
ch v
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d
t nh s dng
dch vin thoi di ng. V d, theo nh nghin cu Lehtinen & Lehtinen
th cht lng dch v c nh gi trn hai kha cnh: qu trnh cung cp
dch v v kt qu ca dch v [9], nh nghin cu Gronroos li a ra hai
thnh phn ca cht lng dch v gm c cht lng k thut v cht lng
chc nng [8]. Trong ti ny, tc gi s dng ph
ch v [11
nghin c [3], cng
vi c sl thuyt v th hiu la chn dch vin thoi di ng trnh by
n tng cho phn nghin c .
Theo l thuyt thang o Servqual, thang o ny c iu chnh v
kim nh nhiu loi hnh dch vkhc nhau, ng Parasuraman tng kt
cht lng d ch v c thc o bng 22 bin tng ng vi 5 thnh phngm:
- S tin tng (Reliability): ni ln kh nng thc hin ph hp,ng hn, chnh xc, hiu qu.
- Sp ng (Responsiness): th hin s mong mun sn sng phcv kp thi, nhanh chng.
- S m bo (Assurance): ni ln trnh chuyn mn, tnhchuyn nghip cao, to lng tin, cung cch lch s, nim n.
- S ng cm (Empathy): th hin s quan tm, thu hiu, chmsc n tng c nhn.
- Phng tin hu hnh (Tangibility): th hin qua trang thit bphc v, phng tin vt cht, ngoi hnh, trang phc ca nhn
vin.
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Tham kho bi vit Nghin cu m hnh s trung thnh ca khch
hng trong lnh vc thng tin di ng ti Vit Nam [3], cc tc gi phn
tch cc m hnh nghin cu v s trung thnh ca khch hng trong lnh vc
thng tin di ng ca mt snc trn th gii v xut m hnh l thuyt
p dng cho nghin cu ti thtrng thng tin di ng Vit Nam. M hnh
cho kt qu s trung thnh ca khch hng s dng dch vthng tin di ng
c quyt nh bi hai nhm yu t, l nhm yu tS tha mn - lin
quan n cht lng dch v ca nh cung cp v nhm yu t Ro cn
chuyn mng l nhng kh khn, tr ngi khi thay i nh cung cp cachnh loi hnh dch vin thoi di ng.
Trong nhm yu tS tha mn c 5 yu t:
- Cht lng cuc gi- Cu trc gi- Dch v gia tng- Tnh thun tin- Dch v khch hng.
Trong nhm Ro cn chuyn mng cng gm 5 yu t:
- Cc tn tht- Chi ph thch nghi mi- Chi ph gia nhp mi- S hp dn ca mng khc (i th cnh tranh)- Mi quan h khch hng.
, d liu ca
nghin cu c thu th o lu
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nh h ch
vin thoi di .
Tc gi thit k dn bi tho lun (ph lc 1) nhm thm d kin cc
i tng phng vn gm ba phn:
Phn u: gii thiu mc ch v tnh cht ca cuc nghin cu.
Phn hai: gm cc cu hi mnhm thu thp cng nhiu kin
cng tt, lm c scho phn tho lun.
Phn ba: thng tin c nhn ngi c phng vn.
Cch thc nghin cu y s dng k thut phng vn v tho lun
nhm. Tuy nhin, m bo cho cht lng ca cuc nghin cu, trc khi
pht bn thm d kin, tc gi phi thng qua bc gn lc i tng bng
cch phng vn s b, c thnh sau:
Cc i tng phng vn phi ang l sinh vin cc trng i
hc, Cao ng hoc Trung hc trn a bn Tp.HCM.
i tng phng vn v ngi thn ca h khng lm ti mt
trong cc lnh vc sau y:
Cng ty nghin cu thtrng Cng ty qung co i pht thanh, truyn hnh, bo ch Cng ty vin thng di ng Nh phn phi, trung gian, i l dch v vin thng di
ng
Trong vng 6 thng qua, i tng phng vn khng tham gia
bt k mt chng trnh nghin cu no tng t.
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Sau khi xc nh i tng khng thuc cc trng hp trn tc gi
mi chnh thc mi i tng tham gia tr li bn thm d kin.
Thc t, sau phn chn lc i tng, tc gi mi 20 bn sinh vin,
phn ln thuc trng i hc Kinh t, t chc bui gp g, trnh by ngn
gn v c nghin cu, gii thch s qua bn thm d kin v
hng dn cc bn cch tr li, k pht bn thm d kin, i 30 pht
cho cc bn sinh vin tr li cc cu hi vi ni dung thu thp kin ca cc
bn xung quanh vn p dch vin thoi di ng, mi
bn s nu ra nhng kin ring bit ca c nhn. Tip theo, tc gi gom ccbn tr li li, tng hp kt qu, ch tr tho lun ton nhm rt ra nhng
kin chung nht, khm ph cc yu t c nh hng n qu trnh la chn
dch vin thoi di ng nhm phc vcho bc nghin cu giai on 2 l
nghin cu nh lng. Nhn chung, cc bn quan tm nhiu nht n cc yu
tnh cht lng cuc gi, vng ph sng, b mt thng tin, gi cc, dch v
cng thm, cp nht thng tin, nhn vin phc v, trang thit b ca hng giaodch, thng hiu, v th, uy tn, chng trnh khuyn mi, qung co.
p dng phng php chuyn gia, ghi nhn kt qu ca nhng nh
nghin cu i trc, kt hp v , tc gi tp hp tt c
cc yu t c thnh hng n th hiu la chn dch vin thoi di ng,
sau khi loi tr mt s thnh phn mang tnh trng lp, xem xt sn gin,
thch hp cho vic o lng v tnh r rng, ph hp ca cc khi nim i
vi i tng nghin cu l sinh vin, tc gic kt l
) khch hng quan tm nhiu nht v c nh hng ln n
quyt nh la chn dch v in thoi di ng , ni
dung ca tng bin c trnh by trong phn nghin cu nh lng. Kt qu
ny ca nghin cu nh tnh s c xem xt v a vo s dng phc v
cho phn nghin cu nh lng tip theo.
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2.3.2 Nghin cu nh lng2.3.2.1 Thit k bng cu hi s b v chnh thc
t qu nghin c , tc gi lng ha
cc khi nim, thit k bng cu hi nh lng, tin hnh o lng mc
quan trng ca cc yu t v thuc tnh.
Tc gi la chn thang o Likert 5 mc : t1 im - th hin mc
, n 5 im - th hin mc .Mi cu s l mt pht biu v mt tiu ch c xem l c s sinh vin
la chn nh cung cp dch vin thoi di ng. Vi cch thit knh vy,
sinh vin s cho bit nh gi ca mnh v mc quan trng ca cc yu t,
thuc tnh khi la chn s dng dch vin thoi di ng.
Bng cu hi s bban u c thit k vi 30 cu tng ng vi 30
bin c cho l c nh hng n th hiu la chn dch v in thoi ding ca sinh vin, trong c 24 bin o lng cc gi tr dch vc bn v
6 bin o lng nh gi tng qut v dch v. Bng cu hi ny c tc gi
em i tham kho kin ca gio vin hng dn v mt s cc bn tng
tham gia nghin cu nh tnh. Sau khi iu chnh, tc giem bng cu hi
s b c iu chnh phng vn th10 i tng nghin cu xem cc i
tng nghin cu c hiu ng cc t ng, ngha ca cc cu hi khng, h
c ng cung cp nhng thng tin c yu cu trong bng cu hi khng.
Thc t, cc pht biu u kh r rng v i tng phng vn hiu c
ng ni dung ca cc pht biu , tuy nhin tc gi pht hin rng c mt s
bn tuy hiu ng ni dung pht biu nhng li hiu sai mc ch phng vn,
v cho im nh gi v cc tiu ch pht biu p dng cho mng in thoi di
ng m h ang s dng. V vy, tc gi b sung thm phn gii thch
pha trn bng cu hi i tng phng vn hiu r vn v cho im v
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mc quan trng ca cc tiu ch khi la chn dch v mi ch khng phi
im nh gi dch vang s dng.
Sau khi iu chnh ln th hai, tc gic c bng cu hi chnh thc,
phc v cho cng vic phng vn hng lot (ph lc 2).
2.3.2.2 V kt cu bng cu hiPhn 1: phn cho hi, gii thiu v cuc nghin cu
Phn 2: phn cu hi kho st, gm 35 cu
Tcu 1 n cu 5: dng cu hi phn bit vi thang o danhngha, nhng thng tin ny c s dng lm tiu ch phn loi
v so snh s khc bit gia cc nhm trong qu trnh phn tch
d liu.
Tcu 5 n cu 35: l cc cu hi trng tm, s dng thango Likert 5 im (1 i - 5
i - )
2.3.2.3 V ni dung bng cu hiBng c 35 cu hi tng ng vi 35 bin kho st, trong :
T cu 1 n cu 5 (bin v1 v5): cc cu hi v thng tin cnhn v c im s dng in thoi di ng ca ngi c
phng vn.
- v1. H tn, sin thoi- v2. Sinh vin trng- v3. Nm hc
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- v4. C/ khng s dng in thoi di ng- v5. Loi hnh thu bao trtrc / tr sau
T cu 6 n cu 35 (bin v6 v35): y l cc cu hi c mcch thu thp thng tin vxu hng la chn d ch vin thoi di
ng ca i tng c phng vn, ngha l tm hiu mc
quan trng ca cc tiu ch a ra trong tnh hung i tng ang
la chn nh cung cp dch v in thoi di ng cho mnh. 30
cu c chia thnh hai nhm gm:
24 cu o lng nh gi chi tit cc yu t to nn gi tr dch v
- v6. Mng c cht lng m thoi r rng- v7. Khi cn lin lc, bn c th kt ni cuc gi nhanh- v8. Tin nhn ca bn gi v nhn khng b tht lc- v10. H thng ca hng giao dch nm cc a im thun
tin
- v11. Cc th tc v dch vn gin, d hiu- v12. Thi phc v ca nhn vin chu o- v13. Nhn vin gii quyt nhanh chng vn ca bn- v15. Ph ha mng hp dn- v16. Chi ph thu bao hng thng hp l- v17. Gi cc rhn nhng nh cung cp khc- v18. Hng thng xut ha n ng hn- v19. Thng tin tnh cc chnh xc- v21. Mng c nhiu loi hnh dch vgia tng- v22. Bn c thng k s dng dch vgia tng d dng
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- v23. Mng thng xuyn cp nht dch vgia tng mi- v25. Vng ph sng rng, gip bn c th lin lc mi ni- v26. Nh cung cp lun thc hin cc bin php m bo thng
tin lin lc cho ton mng
- v27. Cht lng dch v mng t tiu chun cht lng ngnh- v28. Nh cung cp m bo gi b mt thng tin lin lc ca
bn
- v29. i ng nhn vin th hin tnh chuyn nghip cao- v30. H thng ca hng giao dch c u t cc trang thit b
hin i
- v32. Mng c nhiu chng trnh khuyn mi hp dn- v33. Cc chng trnh qung co ca mng hay v ngha-
v34. Mng c v th cao trn thtrng vin thng di ng dch v
- v9. Mng p ng c cc nhu cu dch v ca bn- v14. Bn hi lng v cht lng phc v ca nh cung cp- v20. Cc chi ph phi chi ra cho dch v l chp nhn c-
v24. Mng tha mn yu cu ca bn v dch vgia tng- v31. Bn cm thy an tm khi s dng dch v ca nh cung
cp
- v35. Cc chng trnh chiu th ca nh cung cp thc s licun bn
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2.3.2.4 Thu thp thng tinBng cu hi c thit k c 30 bin nh lng. Vi yu cu s
phiu kho st phi t5 n 10 phiu cho mi bin, nh vy ti thiu tc gi
phi iu tra, kho st 150 i tng.
Phng php nghin cu nh lng s dng k thut phng vn trc
din. Tc gi v mt s cng tc vin n cc trng i hc Kinh t, C s
o to lin kt vi i hc Lc Hng, i h ,
gp trc tip cc bn sinh vin v pht tng s 220 phiu cu hi iu tra. Cc
i tng sinh vin phng vn c chn theo phng php chn mu thun
tin.
, tng t nh khi phng vn nh
tnh, trc khi pht bng cu hi, cc phng vn vin phng vn s b v gt
b nhng i tng khng t tiu chun phng vn su.
Mc ch ca bc ny l thu thp v tng hp thng tin s cp trong
cu tr li ca nhng ngi c phng v
.
d (ph
l
l
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phng v
.
n c nhiu cu trng khng tr li
hoc xt thy cc cu tr li khng hp l (mt cu tr li c nhiu p n hay
chn cng mt p n cho tt c cu tr l ng
82,73% slng bng pht ra t yu c
.
Bng 2.2: Thng k slng bng cu hi iu tra
Trng S bngpht ra
S bng thu v T trngt yu
cut yu cuKhng t
yu cu
H Kinh t 70 62 4 88,57%
H Lc Hng(n v lin kt) 70 55 10 78,57%
H Huflit 50 41 5 82,00%
H Hng Vng 30 24 6 80,00%
Tng cng 220 182 25 82,73%
(Ngun: sliu iu tra thng k)
Tm tt chng 2
Chng 2 khi qut thc trng tnh hnh th trng vin thng di
ng ti Tp.HCM hin nay, l mt thtrng v cng nng ng, y tim
nng v cnh tranh quyt lit. Chnh s pht trin v cng ngh v s mrng
t do trong u t kinh doanh vin thng gip th trng vin thng di
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ng c nhng bc tng trng n tng, v theo khch hng cng nhn
c nhiu li ch hn thng qua vic cc nh cung cp nng cao cht lng
dch v song song vi vic gim gi cc dch v.
l nhng d liu rt cn thit t tc gi nhn nh ng tnh
hnh thc t khch quan v a ra hng kho st, nghin cu ng n v th
hiu la chn dch vin thoi di ng ca sinh vin.
Ni dung phn thit k nghin cu vch ra hai bc nghin cu cn
thc hin. Th nht l bc nghin cu nh tnh xc nh r nhng vn
sinh vin quan tm, h nhn thc nh th no v cht lng dch v, nhng
yu t no nh hng n nh gi chung ca h v dch v in thoi di
ng. Th hai, t kt qu ca nghin cu nh tnh, tc gi thit k bng cu
hi nh lng chun b cho vic thc hin o lng nh gi ca sinh vin
i vi cc yu t, thuc tnh c c kt qu v mc quan trng ca
cc yu t v xem xt mi lin h, s tc ng ca cc yu t vi quyt
nh la chn nh cung cp dch vin thoi di ng ca sinh vin.
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CHNG 3
KT QU NGHIN CU V XUT
Chng 2 cho ta ci nhn tng qut v thtrng vin thng di ng ti
Tp.HCM hin nay vi s tham gia ca nhiu nh cung cp v s phong ph,
a dng ca nhiu loi hnh dch v khc nhau nhm phc v, tha mn cc
xu hng tiu dng ca tng nhm i tng khch hng c th.
Phn thit k nghin cu cng chra c cc yu t v thuc tnh
m cc bn sinh vin quan tm khi la chn nh cung cp dch vin thoi
di ng, nhng yu t no nh hng n nh gi chung ca h v dch v.
Bc tip theo cn xy dng m hnh v thang o ph hp, tng hp
kt qu tiu tra, kho st thc t, tin hnh o lng nh gi ca sinh vin
v mc quan trng ca cc yu t, xem xt mi lin h gia nh gi
chung v dch v v quyt nh la chn nh cung cp dch vin thoi ding ca sinh vin.
Cui cng, kim tra xem th hiu ca sinh vin c s khc bit hay
khng gia cc nhm sinh vin c c im khc nhau.
3.1 Kt qu nghin cu
3.1.1
Nh trnh by trn, s lng cc bn sinh vin tc gi iu tra
phng vn l 220 ngi v thu c 182 mu hp l. Cc thng tin trn bng
cu hi c m ha v a vo chng trnh x l s liu SPSS thc hin
cc phn tch cn thit cho nghin cu.
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3.1.1.1 V c im c hay khng s dng in thoi di ngBng 3.1: Thng k mu v c im c hoc khng
s dng in thoi di ng
Tn s T l (%)
C s dng in thoi di ng 165 90,7
Khng s dng in thoi di ng 17 9,3
Tng cng 182 100,0
(Ngun: sliu iu tra thng k)
Bng tn s cho ta ci nhn khi qut v t lgia hai nhm sinh vin
c v khng s dng in thoi di ng. Trong s 182 i tng phng vn ta
thy c 165 bn s dng in thoi di ng, tng ng vi 90,7%, s t cn li
17 bn tng ng vi 9,3% khng s dng in thoi di ng. Nh vy chng
ta c th thy nhu cu s dng in thoi di ng trong gii sinh vin hin nay
l cao v vic s dng in thoi di ng tr nn ph bin.
3.1.1.2 V loi hnh thu baoBng 3.2: Thng k mu v loi hnh thu bao
Tn s T l (%)
Thu bao tr trc 144 87,3
Thu bao tr sau 21 12,7
Tng cng 165 100,0
(Ngun: sliu iu tra thng k)
Trong s 165 bn c s dng in thoi di ng c 87,3% la chn loi
hnh thu bao tr trc, v ch c 12,7% l dng loi hnh thu bao tr sau.
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iu ny rt d hiu bi tnh n gin trong vic ng k s dng dch v v
tnh linh hot trong vic thanh ton ca loi hnh thu bao tr trc. Ngoi ra,
loi hnh thu bao tr trc c rt nhiu gi dch v tin ch hp dn, v vi
lu lng s dng hng thng khng ln, chn la thu bao tr trc gip cc
bn sinh vin tit kim c chi ph nhiu hn so vi loi hnh thu bao tr
sau, hn na, cc bn cng c th tm ngng s dng dch v trong mt thi
gian nu nh iu kin ti chnh khng cho php m khng mt bt c khon
ph no khi tm ngng cng nh khi khi phc li dch v. Chnh nhng l do
trn lm cho s lng sinh vin s dng loi hnh thu bao tr trc lnhnnhiu so vi loi hnh tr sau.
3.1.1.3 V nm hcBng 3.3: Thng k mu theo nm hc
Nm hc
C s dng
in thoi di ng
Khng s dng
in thoi di ng Tng cng
Tn s T l Tn s T l Tn s T l
nm 1 26 74,3% 9 25,7% 35 100%
nm 2 29 85,3% 5 14,7% 34 100%
nm 3 43 93,5% 3 6,5% 46 100%
nm 4 67 100% 0 0% 67 100%trn nm 4 0 0% 0 0% 0 0%
Tng cng 165 17 182
(Ngun: sliu iu tra thng k)
Thng k theo nm hc gip nh gi c mc s dng in thoi
di ng ca cc bn sinh vin qua cc nm. Kt qu phn tch cho thy nhng
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nm sau mc s dng in thoi di ng ca cc bn sinh vin tng cao
hn so vi nm trc. C 74,3% sinh vin nm nht, 85,3% sinh vin nm hai,
93,5% sinh vin nm ba v 100% sinh vin nm t c s dng in thoi di
ng. C th do nhng nm u iu kin cha cho php nn s lng cc
bn s dng in thoi di ng t hn, v cng v sau cc bn cng nhn thy
cn c in thoi di ng phc v cho cc mc ch sinh hot v hc tp ca
mnh, c bit l cc bn sinh vin nm t, y l i tng sinh vin cn s
dng thng xuyn dch v in thoi di ng nhm phc v thm cho nhu
cu lin lc thng tin chun b cho vic tt nghip ra trng v xin vic lmsau ny.
3.1.2 ng n th hi pdch vin thoi di ng ca sinh vin
nh gi chi tit v 6 bin nh gi tng qut
yu t nh h t dng dch v in thoi di
, tuy nhin cc m hnh m tc gi tham kho v cc bin
tc gi tng hp c
n gi tr nh h t nh ch v inthoi di , ng thi loi b mt s bin khng thch hp.
.
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Bng 3.4: Kt qu kim nh KMO v Bartletts
Kaiser-Meyer-Olkin Measure of
Sampling Adequacy.0,798
Bartlett's Test of
Sphericity
Approx. Chi-Square 1,764E3
df 276
Sig. 0,000
(Ngun: Ph lc 4 - Kt qu phn tch nhn t)
sig.=0,
.
(Kaiser-Meyer-Olkin)=0,798>0,5;
.
chi tit v gi tr dch vc bn
nhm d
. S d
0, hai
hai , kh i di
.
Kt qu phn tch c trnh by chi tit ti ph lc 4, y tc gi tm
tt kt qu mt s thng schnh nh sau:
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Bng 3.5: Kt qu rt trch nhn t
Total Variance Explained
Factor
Initial Eigenvalues Extraction Sums of SquaredLoadings
RotationSums ofSquared
Loadingsa
Total% of
Variance
Cumulative
%Total
% of
Variance
Cumulative
%Total
6 1,057 4,406 63,008 0,563 2,344 51,560 3,641
(Ngun: Ph lc 4 - Kt qu phn tch nhn t)
51,u ki
v tc gi bit c c su nhn t (thnh phn) chnh tc ng n s la
chn dch vin thoi di ng ca sinh vin.
3.6
Ma trn mu. Trong cng mt hng ca bin, trng s ti nhm no ln nht,
vt tri hn c th ta gom bin thuc v nhm . Cc bin m c tt c
trng su nhhn 0,4 s b loi ra khi danh sch v n khng thc s c
ngha o lng cho mt nhn t no. Cn li, cc bin cng mt nhm s
c xem xt c im chung bit c l nhm th hin tiu ch chung
g.
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Bng 3.6: Ma trn mu
BinNhn t
1 2 3 4 5 6
v16. phi thue bao hop ly 0,919 0,022 -0,064 -0,057 -0,035 -0,032
v15. phi hoa mang hap dan 0,680 -0,020 0,169 -0,054 0,010 -0,080
v17. gia cuoc re 0,585 -0,120 -0,022 0,056 0,119 0,100
v19. tinh cuoc chinh xac 0,521 0,089 -0,153 -0,003 -0,037 0,196
v32. khuyen mai hap dan -0,072 0,900 -0,079 0,063 0,123 -0,088
v33. quang cao hay 0,119 0,713 -0,041 -0,073 0,243 0,065v29. nhan vien chuyen nghiep -0,086 0,393 0,201 -0,029 -0,090 0,359
v30. trang thiet bi hien dai -0,086 0,371 0,164 0,100 -0,234 0,284
v34. vi the cao 0,006 0,369 0,176 0,191 0,022 -0,235
v18. xuat hoa don dung han 0,260 0,312 0,226 0,007 -0,224 0,022
v6. chat luong dam thoai tot -0,060 0,076 0,826 -0,059 0,021 -0,081
v8. tin nhan khong that lac 0,128 -0,128 0,809 0,000 0,040 -0,052
v7. ket noi cuoc goi nhanh -0,124 0,117 0,758 -0,003 0,056 -0,101v12. thai do phuc vu chu dao 0,056 0,079 -0,121 0,871 -0,041 0,050
v13. giai quyet van de nhanh 0,008 0,210 -0,104 0,691 -0,079 -0,219
v11. thu tuc don gian -0,191 -0,121 0,127 0,611 0,115 0,171
v10. dia diem giao dich thuan tien 0,217 -0,218 0,311 0,429 0,085 0,130
v23. cap nhat dv gia tang moi 0,081 0,104 0,063 -0,006 0,738 -0,087
v22. dang ky dv gia tang de dang 0,026 -0,007 0,014 0,042 0,649 0,139
v21. dv gia tang da dang -0,093 0,106 0,044 -0,012 0,565 0,197
v26. dam bao thong tin lien lac 0,005 -0,017 -0,108 0,044 0,106 0,748
v25. vung phu song rong 0,057 -0,020 -0,158 0,046 0,114 0,528
v27. dat tieu chuan chat luongnganh
0,223 0,066 0,047 0,009 0,007 0,443
v28. bi mat thong tin 0,105 0,313 0,046 -0,115 0,020 0,383
(Ngun: Ph lc 4 - Kt qu phn tch nhn t)
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v34. v thcao t c
0,4. v18. xut ha n ng hn, v28. b mt thng tin, v29.
nhn vin chuyn nghip, v30. trang thit b hin i a c trng
s nhhn 0,4, v
(
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c o lng bi cc bin quan st:
v21. dch vgia tng a dng
v22. ng k dch vgia tng d dng
v23. cp nht dch vgia tng mi
c o lng bi cc bin quan st:
v25. vng ph sng rng
v26. m bo thng tin lin lc
v27. t tiu chun cht lng ngnh
3.1.3 Xy dng thang o tin cy ca thang oQua , tc gi g
ng v o st th hich v in thoi di
hung v dch v (c o lng bi cc bin nh gi
tng qut: v9. p ng nhu cu dch v, v14. hi lng vcht lng phc v,
v20. chi ph ch p nhn c, v24. tha mn yu cu v dch v gi tr gia
tng, v31. an tm sdng dch v, v35. chng trnh chiu th li cun
(xem ph l
(>0,3).
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Bng 3.7: tin cy ca thang o
tin cy
Cronbachs
alpha
4 0,785
2 0,792
3 0,816
4 0,746
3 0,741
3 0,686
ch v 6 0,800
(Ngun: Ph lc 5nh gi tin cy ca thang o)
:
thp nht l 0,686 v cao nht l 0,816,
- >0,3. Ring thang o
t l 0,
0,
t l
dch v .
Nhn chung, cc thang o u ng tin cy v c s dng o lng cho
nghin cu.
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3.1.4 Phn tch mc quan trng trong nh gi ca sinh vin i vi ccyu tnh gi chung v dch vin thoi di ng
dch v in thoi di ng c tc gi xy dng
thang o da trn vic o lng cc bin nh gi tng qut gi tr dch v
nh: p ng nhu cu dch v, hi lng v cht lng phc v, chi ph chp
nhn c, tha mn yu cu v dch v gi tr gia tng, an tm s dng dch
v, chng trnh chiu th li cun. Su bin ny cng chnh l i din nh
gi cho su nhm nhn t c nh hng n th hiu la chn dch v in
thoi di ng ca sinh vin, vic phn tch nh gi ca sinh vin v mc quan trng ca su bin nh gi tng qut ny phn no gip bit c quan
im v xu hng ca sinh vin trong vic la chn nh cung cp dch vin
thoi di ng.
Bng 3.8: im trung bnh cc binnh gi chung dch v in thoi di ng
Bin o lng Nhn t nh gi im trung bnh lch chun
v9. dap ung nhu cau
dich vu
Cht lng
k thut3,81 0,781
v14. hai long ve
chat luong phuc vu
Ch tlng
phc v3,67 0,868
v20. chi phi chap
nhan duocChi ph 3,70 0,922
v24. thoa man yeu cauve dv gia tang
Dch vgia tng
3,34 0,906
v31. an tam su dung tin cy 3,86 0,727
v35. chuong trinh chieu
thi loi cuonS hp dn 3,65 0,646
(Ngun: Ph lc 5nh gi tin cy ca thang o)
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Ta thy bin v9. p ng nhu cu dch vv bin v31. an tm s dng
c im trung bnh nh gi mc quan trng cao nht, tng ng vi 3,81
im v 3,86 im trn thang im 5, chng t mi quan tm ca sinh vin
i vi hai nhm nhn t cht lng k thut v tin cy l rt ln, h k
vng nhn c s p ng cao cho cc yu cu thuc hai nhm nhn t ny.
Cht lng k thut tt gip p ng y cc nhu cu dch v c bn v
thng tin lin lc mi lc, mi ni vi cht lng cao, tha mn nhm li ch
chc nng, trong khi tin cy cao gip tha mn li ch tm l i vi ngi
tiu dng, khch hng c th an tm rng mnh ang c phc v bi nhcung cp c cht lng v uy tn, lun thc hin cc bin php m bo hot
ng n nh ca dchv v lun hng n cc li ch ca khch hng.
Nhn t c mc nh gi quan trng k tip l chi ph c th hin
qua cc yu t ph ha mng hp dn, ph thu bao hp l, gi cc r, tnh
cc chnh xc. Cc yu t ny tt s tha mn li ch kinh t ca khch hng.
Bin v20. chi ph chp nhn c c im trung bnh l 3,7 im / 5 im.iu ny chng t cc bn sinh vin quan tmnhiun cc khon phi chi ra
khi s dng dch v. Vi kh nng ngn sch hn hp, sinh vin thch la
chn hoc s u tin nhng nh cung cp c mc chi ph ph hp vi ti tin
ca h. Vy ti sao nhn t chi ph khng c s im cao nh hai nhn t cht
lng k thut v tin cy? Cu hi ny cng c th l phntr li cho l do
ti sao lch chun trong nh gi ca sinh vin v nhn t chi ph li cao.
Tuy hu ht sinh vin u mun chi tiu tit kim cng nhiu cng tt nhng
vn b nh hng bi quan nim tin no ca , h vn mong mun nhn
c dch v c cht lng cao tng xng vi khon chi ph b ra nn h
khng qu kht khe vi cc khon chi cm thy cn thit, mt khc trong thi
gian gn y th trng vin thng cnh tranh gay gt, c nhiu cuc ua v
gi cc din ra si ng gia cc nh cung cp nn gi c ca cc dch v
vin thng di ng gim xung ng k v rt hp dn i vi i tng
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khch hng sinh vin, chi ph by gi ch cn l yu t so snh, la chn
ch khng cn l vn qu ln, mang tnh quyt nh i vi ngi tiu
dng ni chung v sinh vin ni ring. V vy, c nhiu bn nh gi cao mc
quan trng nhng cng c nhiu bn li ch cho s im quan trng mc
thp, dn n im trung bnh ca bin v20. chi ph chp nhn c khng
cao lm (= 3,7 im / 5 im), v lchchun li mc kh cao ( = 0,922)
phn nh s nh gi khng ng u ca sinh vin i vi tm quan trng
ca nhn t chi ph cho dch v in thoi di ng.
Cc yu ta im giao dch thun tin, th tc n gin, thi phcvchu o, gii quyt vn nhanh th hin cho nhn t cht lng phc v
c nh gi qua bin v14. hi lng vcht lng phc vt sim 3,67
trn thang im 5, y l mc quan trng va phi. iu ny c thc
gii thch bi l do cc yu t ny khng nh hng thng xuyn n qu
trnh s dng dch v hng ngy ca khch hng, chng ch c nh gi
thnh thong trong vi ln giao dch khi khch hng c nhu cu thay i thngtin dch v, v vy mc nh gi ca sinh vin i vi nhm yu t cht
lng phc v l quan trng va phi.
Bin v35. chng trnh chiu th li cunt 3,65 im/ 5 im. S hp
dn c th hin qua hai yu t khuyn mi hp dn v qung co hay v
nh vy c th thy c rng cc chng trnh chiu th hin nay ca cc nh
cung cp cha thc s li du n v gy nh hng ln i vi tng lp
sinh vin. Cc nh cung cp cn xem li hiu qu ca vic qung co, khuyn
mi trong vic thu ht khch hng sinh vin.
Cui cng l nhn t dch vgia tng c nh gi thng qua bin v24.
tha mn yu cu vdch vgia tngt sim thp nht 3,34 im, cng
vi vic nh gi thp mc quan trng ca nhn tny th lch chun
trong nh gi cng mc cao cho thy s khc bit ln trong nh gi ca
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sinh vin v nhn t dch vgia tng. iu ny c thc gii thch bi l
do hin nay cc nh cung cp vin thng nc ta cha khai thc c nhiu
v y cc dch v gi trgia tng cho dch vin thoi di ng so vi th
gii, thng tin v dch vgia tng cn hn ch, v vy khch hng ca chng
ta cha c c hi hiu bit nhiu v cc loi hnh dch v gia tng nn c
nhng nhn xt, nh gi rt khc nhau v khng dnh phn nh gi quan
trng i vi nhn t ny.
3.1.5 nh gi mi quan h gia th hiu la chn dch vin thoi di ngca sinh vin v cc nhn tnh hng n n
Vic nh gi c thc hin thng qua phn tch m hnh hi quy
tuyn tnh a bin. Khi xy dng m hnh cn xc nh r bin ph thuc
ang mun nghin cu v cc bin c lp tc ng n bin ph thuc, la
chn nhng bin no tht s cn thit v c ngha trong m hnh. Ngoi ra
cng cn tnh ton, xem xt mc ph hp ca m hnh n u.
3.1.5.1 Xy dng m hnh v ra cc gi thuyt nghin cuQua phn trnh by l thuyt chng 1, kt hp vi phn nghin
cu nh tnh chng 2 v phn tch nhn tchng 3, tc girt ra
nh h t
dch vin thoi di xy d
u th hiu la chn dch v in thoi di ng ca
sinh vin nh sau:
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Hnh 3.1: M hnh nghin cu th hiu la chn dch v
in thoi di ng ca sinh vin
nh h ch v in
thoi di
. ch v
ch v.
Tc git ra mt s gi thuyt c bn cho nghin cu nh sau:
- nh gi chung v dch vin thoi di ng ca sinh vin cxem xt da trn cc kha cnh: chi ph, s hp dn, cht lng k
thut, cht lng dch v, gi trgia tng v tin cy ca dch v.
Quyt nh la chn
sdng dch v
in thoi di ng
Ch t l
Dch v
gia tng
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- Snh gi chung v dch vin thoi di ng c khc bit giacc nhm i tng sinh vin khc nhau.
- C mi lin h gia kt qu ca vic nh gi chung v dch vin thoi di ng v quyt nh la chn nh cung cp dch v
ca cc bn sinh vin.
3.1.5.2 mi tng quan gia cc binBng 3.9: Ma trn h s tng quan
Chi phS hp
dn
Cht lng
k thut
Cht
lng
phc v
Dch v
gia tng
tin
cy
nh gi
chung v
dch v
Chi ph 1 0,330 0,207 0,144 0,317 0,507 0,589
S hp dn 0,330 1 0,297 0,188 0,241 0,366 0,675
Cht lng k thut 0,207 0,297 1 0,369 0,012 0,099 0,582
Cht lng phc v 0,144 0,188 0,369 1 -0,037 0,072 0,319
Dch v gia tng 0,317 0,241 0,012 -0,037 1 0,436 0,215
tin cy 0,507 0,366 0,099 0,072 0,436 1 0,484
nh gi chungv dch v 0,589 0,675 0,582 0,319 0,215 0,484 1
(Ngun: Ph lc 6 - Kt qu phn tch hi quy tuyn tnh bi)
Xem kt qu trong bng ma trn h stng quan ta thy c h s
tng quan gia bin ph thuc ch v v cc bin c
lp cn li l kh cao, s b c th kt lun cc bin c lp ny c tha
vo m hnh gii thch cho ch v, hay ni cch khc
l cc nhn tc rt trch ni trn c nh hng n quyt nh la chn
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dch v in thoi di ng ca sinh vin. Tuy nhin nn lu h s tng
quan gia bin nh gi chung vdch v vi hai bin Dch v gia tngv
Cht lng phc v l thp, tc gi s phn tch v xem xt thm liu hai bin
c lp ny c khnng gii thch tt cho bin ph thuc hay khng phn
tip theo.
3.1.5.3 La chn bin cho m hnhMt bin ph thuc thng thng s chu stc ng ca nhiu bin
c lp khc nhau, tuy nhin, khng phi lc no phng trnh cng nhiu
bin cng ph hp vi d liu, v m hnh cng c nhiu bin c lp th cng
kh gii thch v rt kh nh gi nh hng ca mi bin c lp n bin
ph thuc, c th mt vi bin c s dng li khng phi l bin quyt nh
cho bin thin ca bin ph thuc. Do vy, vic thc hin th tc chn bin
theophng php chn tng bc (stepwise selection) s gip tc gi nhn ra
cc bin c lp c khnng don tt cho bin ph thuc.
Bng 3.10: Kt qu ca th tc chn bin
M hnhhi quy
theo bcBin a vo
Bin loira
Phng php
1 S hp dn .Tng bc (Tiu chun: xc sut F vo=0,1)
2 Cht lng k thut . Tng bc (Tiu chun: xc sut F vo=0,1)
3 Chi ph hp l .Tng bc (Tiu chu n: xc su t F vo=0,1)
4 tin cy .Tng bc (Tiu chun: xc sut F vo=0,1)
a. Bin ph thuc: nh gi chung v dch v
(Ngun: Ph lc 6 - Kt qu phn tch hi quy tuyn tnh bi)
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Bng thng s cho ta kt qu ca php kim nh F i vi gi thuyt
h s ca bin c a vo bng 0. Nh vy, ta ch nn s dng 4 nhn tS
hp dn, Cht lng k thut, Chi ph hp l, tin cy a vo m hnh.
Hai nhn t cn li Dch v gia tngv Cht lng phc v khng tiu
chun xc sut F vo =0,1 skhng c a vo
m hnh do khng c kh nng d on tt cho bin ph thuc nh gi
chung vdch v. iu ny cng c don thng qua im trung bnh
thp ca hai nhn tDchvgia tngv Cht lng phc v trong phn phn
tch mc quan trng trong nh gi ca sinh vin i vi cc yu tnhgi chung v dch v, ng thi h stng quan gia binnh gi chung
vdch v vi hai binDch vgia tngv Cht lng phc v l thp.
M hnh nghin cu c biu din di dng phng trnh hi quy
tuyn tnh a bin c dng nh sau:
Y = 0 + 1X1+ 2X2 + 3X3 +4X4
:
Y: ch v
X1:
X2:
X3:
X4:
i: h s hi quy ring phn tng ng vi cc bin
c lp Xi
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3.1.5.4 nBng 3.11: Kt qunh gi ph hp ca m hnh
Tm tt m hnh
M hnhhi quy
theobc
Gi trR
R2 R2iu
chnh
c lng lchchun
S liu thng k thay i
Mc thay i
R2
Mcthay i
Fdf1 df2
Mcthay iSig. F
1 0,675a 0,456 0,453 0,42572 0,456 150,880 1 180 0,000
2 0,785b
0,616 0,611 0,35883 0,160 74,362 1 179 0,000
3 0,856c 0,733 0,728 0,29999 0,117 78,109 1 178 0,000
4 0,864d 0,747 0,741 0,29269 0,014 9,989 1 177 0,002
a. Cc y u t don: (H ng s ), s h p d n
b. Cc y u t don: (H ng s ), s h p d n, ch t lng k thut
c. Cc y u t don: (H ng s ), s h p d n, ch t lng k thut, chi ph hp l
d. Cc y u t don: (H ng s ), s h p d n, ch t lng k thut, chi ph hp l, tin cy
(Ngun: Ph lc 6 - Kt qu phn tch hi quy tuyn tnh bi)
nh gi ph hp ca m hnh ta xem xt gi tr R2iu chnh.
Kt qu cho thy ph hp ca m hnh l 74,1%, ngha l m hnh hi quy
a bin c s dng ph hp vi tp d liu mc 74,1% hay 74,1% s
khc bit ca nh gi chung vdch v c th c gii thch bi s khc
bit ca 4 bin c lp k trn, cn li l do cc yu t khc v sai s.
Theo s gim dn ca mc thay i R2 (R2 change), vi R2change
l h stng quan tng phn, ta bit c tm quan trng ca cc bin c
lp nh hng nnh gi chung vdch v gim dn theo th t: S hp
dn, Cht lng k thut, Chi ph hp l, tin cy.
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3.1.5.5Tip theo tc gi tin hnh php kim nh F v ph hp ca m
hnh hi quy tuyn tnh tng th, xem bin ph thuc c lin h tuyn tnh vi
ton b tp hp cc bin c lp hay khng. Gi thuyt H0 c t ra l:
1=2=3=4=0
Bng 3.12: Kt qu kim nh ph hp ca m hnh
Bng ANOVAe
M hnhTng bnh
phng df
Trung bnhbnh
phng F Sig.
1
Hi quy 27,345 1 27,345 150,880 0,000a
Sd 32,623 180 0,181
Tng 59,968 181
2
Hi quy 36,920 2 18,460 143,368 0,000b
Sd 23,048 179 0,129
Tng 59,968 181
3
Hi quy 43,950 3 14,650 162,788 0,000c
Sd 16,019 178 0,090
Tng 59,968 181
4
Hi quy 44,805 4 11,201 130,754 0,000d
S d 15,163 177 0,086
Tng 59,968 181
a. Cc yu t don: (Hng s), s hp dn
b. Cc yu t don: (Hng s), s hp dn, cht lng k thut
c. Cc yu t don: (Hng s), s hp dn, cht lng k thut, chi ph hp l
d. Cc yu t don: (Hng s), s hp dn, cht lng k thut, chi ph hp l, tin cy
e. Bin ph thuc: nh gi chung v dch v
(Ngun: Ph lc 6 - Kt qu phn tch hi quy tuyn tnh bi)
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Ta thy gi tr sig.=0,000 rt nh, iu ny cho php tc gi bc b
gi thuyt H0, cng c ngha l kt hp ca cc bin hin c trong m hnh c
th gii thch c thay i ca Y - ch v, m hnh tc
gi xy dng l ph hp vi tp d liu, mc ph hp l 74,1%.
3.1.5.6 Kt qu phn tch hi quy a bin v nh gi mc quan trngca tng nhn t
Bng 3.13: Kt qu phn tch hi quy a bin
Tn binH s
hi quy lchchun
H shi quychun
ha
Gi tr
t
Mc nghaca t(Sig.)
chpnhn
H sphng
iphng
saiHng s 0,273 0,171 1,599 0,112
S hp dn (X1) 0,291 0,030 0,409 9,580 0,000 0,783 1,278
Cht lng kthut (X2)
0,274 0,029 0,384 9,602 0,000 0,894 1,119
Chi ph hp l
(X3)0,226 0,034 0,302 6,707 0,000 0,705 1,419
tin cy (X4) 0,136 0,043 0,143 3,161 0,002 0,694 1,440
(Ngun: Ph lc 6 - Kt qu phn tch hi quy tuyn tnh bi)
Vi chp nhn (Tolerance) ln v h s phng i phng sai ca
cc bin (VIF) nh, ta khng thy du hiu xy ra hin tng a cng tuyn,
c th yn tm s dng phng trnh hi quy.
Php kim nh t nhm mc ch kim tra xem h s hi quy ca bin
a vo c bng 0 hay khng. Cc gi tr sig. ti cc php kim nh u rt
nh chng t c bn bin c lp u c ngha thng k trong m hnh.
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t qu nh don nh gi
chung v dch v l:
Y = 0,273 + 0,291X1 + 0,274X2 + 0,226X3 + 0,136X4
nh gi chung v dch v = 0,273 + 0,291 S hp dn + 0,274 Cht
lng k thut + 0,226 Chi ph hp l + 0,136 tin cy
Thng qua cc h s hi quy chun ha ta bit c mc quan trng
ca cc nhn ttham gia vo phng trnh, c thshp dn c nh hng
nhiu nht ( =0,409) v tin cy c nh hng t nht ( =0,143) n s
nh gi chung vdch vin thoi di ng ca sinh vin, tuy nhin mc
quan trng khng c s chnh lch ln lm gia cc nhn t. Nhn chung tt
c bn nhn tu c nh hng v bt k mt khc bit no ca mt trong
bn nhn tu c th to nn sthay i i vi nh gi chung v dch v
in thoi di ng ca sinh vin. y chnh l cn c tc gi xy dng
kin xut cho cc nh cung cp dch vin thoi di ng sau ny.
3.1.5.7 Tm hiu xem c hay khng c s khc bit v th hiu la chndch vin thoi di ng gia cc sinh vin c v khng s dng in thoi
di ng, cc sinh vin s dng loi hnh thu bao trtrc v thu bao tr sau
Vic nghin cu s thch v xu hng tiu dng in thoi di ng
trong phm vi i tng khch hng sinh vin l c scho cc nh cung cp
thc hin chin lc kinh doanh cho mt phn khc thtrng ring bit, tuy
nhin thun tin cho nh cung cp trong vic phc v, p ng tt hn nhu
cu ca cc bn sinh vin, chng ta cn tm hiu xem trong phn khc th
trng ny, th hiu ca cc bn sinh vin c khc nhau hay khng theo cc
c im ring.
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a) So snh gia hai nhm c v khng s dng in thoi di ngTa thc hin php kim nh 2 mu c lp (Independent Samples T-
test) vi 2 mu y l 2 nhm sinh vin c v khng s dng in thoi di
ng thu c kt qunh sau
Bng 3.14: Kt qu kim nh so snh hai nhm c v khng
s dng in thoi di ng
Levene's Test
for Equality
of Variances
t-test for Equality of Means
F Sig. t dfSig. (2-
tailed)
Mean
Difference
Std. Error
Difference
95%
Confidence
Interval of the
Difference
Lower Upper
danh gia
chung ve
dich vu
Equal
variances
assumed
2,363 0,126 -0,407 180 0,684 -0,060 0,147 -0,350 0,230
Equal
variances not
assumed
-0,496 21,761 0,625 -0,060 0,121 -0,310 0,190
(Ngun: Ph lc 7 - Kt qu kim nh Independent-Samples T-test)
Vi tin cy = 95%, gi tr ca Sig. kim nh Levene = 0,126 > 0,05,
ta chp nhn gi thuyt phng sai 2 mu bng nhau, v vybc tip theo tc
gi s dng kt quhng Equal variances asumed nh gi kt qu kim
nh t.
Xt kim nh t, vi gi tr Sig. = 0,684 > 0,05, gi thuyt khng c s
khc bit trong vic la chn cc yu t nh gi chung v dch v gia 2
nhm sinh vin c v khng s dng in thoi di ng c chp nhn.
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Nh vy, cha c c s xc nh c s khc bit c ngha trong
vic la chn cc yu t nh gi chung v dch v in thoi di ng gia 2
nhm sinh vin c v khng s dng in thoi di ng. D cho cc bn sinh
vin cha tng hay hin ang s dng in thoi di ng th thhiu ca cc
bn v dch v in thoi di ng l tng t nhau, cc bn da trn cc c
im, yu t kh ging nhau so snh, nh gi khi la chn nh cung cp
dch v.
b) So snh gia hai nhm s dng thu bao tr trc v thu bao tr sauThc hin php kim nh 2 mu c lp cho 2 nhm sinh vin s dng
in thoi di ng loi hnh thu bao tr trc v thu bao tr sau, thu c
kt qunh sau:
Bng 3.15: Kt qu kim nh so snh hai nhm s dng loi hnh
thu bao trtrc v thu bao tr sau
Levene's Testfor Equality of
Variancest-test for Equality of Means
F Sig. t df Sig. (2-tailed)
MeanDifferen
ce
Std.Error
Difference
95%Confidence
Interval of theDifference
Lower Upper
danh giachung vedich vu
Equalvariancesassumed
2,169 0,143 0,587 163 0,558 0,081 0,137 -0,191 0,352
Equalvariances not
assumed0,497 23,866 0,624 0,081 0,163 -0,255 0,416
(Ngun: Ph lc 7 - Kt qu kim nh Independent-Samples T-test)