Danh Gia Su Hai Long Cua Khach Hang Ve Chat Luong Dich Vu Chuyen Phat

5/24/2018 Danh Gia Su Hai Long Cua Khach Hang Ve Chat Luong Dich Vu Chuyen Phat

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( Word Reader - Unregistered )www.word-reader.comSVTH: Hunh M Nim

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TRNG I HC CN TH

KHOA KINH T & QTKD

---------- ----------

LUN VN TT NGHIP

(Bn chnh)

NH GI S HI LNG CA KHCH

HNG V CHT LNG DCH V CHUYNPHT CA BU IN THNH PH CN

TH TRN A BN QUN NINH KIU

CN B HNG DN: SINH VIN THC HIN:

L TRN THIN HUNH M NIM

MSSV: 4084204

LP: KTH1 K34
http://www.word-reader.com/http://www.word-reader.com/http://www.word-reader.com/http://www.word-reader.com/


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Cn Th, Thng 11/2011


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LI CM T

---------- ----------Trong sut qu trnh em thc hin ti tt nghip ti trng i Hc Cn Th

v c quan thc tp: Bu in thnh ph Cn Th. Di s quan tm, tn tnh dy bo

ca qu thy c, s gip rt ln ca n v thc tp, s ng vin gip ca gia

nh v bn b. Nay em xin chn thnh cm n:

Trng i Hc Cn Th to mi iu kin v mi trng thun li

cho em hc tp.

Ban ch nhim khoa, b mn v qu thy c Khoa Kinh T v QTKD

ging dy v tn tnh gip em trong sut qu trnh hc tp cng nh trong thi gian

thc hin ti.

Cha m lo cho em n hc n ni n chn, thng xuyn ng vin nhcnh, gnh vc mi cng vic cho em nhiu thi gian hc tp hn.

C L Trn Thin tn tnh gip v ch bo, trang b v truyn t cho

em nhng kin thc qu bu, gi m cho em nhng phng hng thc hin v hon

thnh tt ti.

Bu in thnh ph cn th nhit tnh hng dn v gip , to iu kin

thun li cho em hon thnh tt ti.

Cc bn lp KTH1 K34 nhit tnh gip , chn thnh ng gp kin chuyn ca em c thm hon chnh hn.

Mc d rt c gng thc hin nhng cng khng trnh khi nhng thiu

st. Rt mong c s thng cm v ch bo ca qu thy c.

Mt ln na em xin chn thnh cm n c L Trn Thin .

Knh chc sc khe ca qu thy c v n v ni em thc tp.

Ngy 22 thng 11 nm 2011

Sinh vin thc hin

Hunh M Nim


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LI CAM OAN

---------- ----------

Ti cam oan rng ti ny l do chnh ti thc hin, cc s liu thu thp v kt

qu phn tch trong ti l trung thc, ti khng trng vi bt k ti nghin cukhoa hc no.

Ngy 22 thng 11 nm 2011

Sinh vin thc hin

Hunh M Nim


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NHN XT CA CN B HNG DN

---------- ----------

H tn CBHD: L TRN THIN

Ni dung nhn xt:

Ngy..ThngNm 2011

Cn b hng dn


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L TRN THIN


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NHN XT CA CN B PHN BIN

---------- ----------

NgyThngNm 2011

Cn b phn bin


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MC LC--- ---

TrangCHNG 1: GII THIU 1 1.1. t vn nghin cu 1

1.2. Mc tiu nghin cu 2

1.3. Phm vi nghin cu 3

1.4. Lc kho ti liu c lin quan n ti nghin cu 3

CHNG 2: PHNG PHP LUN V PHNG PHP NGHIN CU 5

2.1. Phng php lun 5

2.2. Phng php nghin cu 16

CHNG 3: GII THIU TNG QUAN V BU IN THNH PH CN

TH 26

3.1. Gii thiu v Bu in thnh ph Cn th 26

3.2. Vai tr ca khch hng trong hot ng kinh doanh ca Bu in thnh ph Cn

Th 37

CHNG 4: PHN TCH KT QU NGHIN CU 38

4.1. Nhng thng tin chung v mu s liu 38

4.2. nh gi s hi lng ca khch hng i vi cht lng dch v chuyn pht

ca bu in thnh ph Cn Th 40

4.3. Kt qu x l m hnh 49

4.4. Kt lun chung 52

CHNG 5: GII PHP NNG CAO MC HI LNG CA KHCH

HNG V CHT LNG DCH V CHUYN PHT CA BU IN 54

5.1. Ma trn SWOT 54

5.2. Gii php nng cao cht lng dch v chuyn pht ca bu in thnh ph Cn

Th 55

CHNG 6: KT LUN V KIN NGH 58

6.1. Mt s hn ch ca ti 58

6.2. ngha ca ti 58

6.3. Kt lun 59


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6.4. Kin ngh 61

TI LIU THAM KHO 63

PH LC 1: PHIU KHO ST NH GI CHT LNG DCH V

CHUYN PHT CA BU IN THNH PH CN TH 64

PH LC 2: CC KT QU PHN TCH S LIU 67


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DANH MC HNH V BNG---------- ----------

TrangDANH MC HNH

Hnh 2.1:M hnh 5 khong cch cht lng dch v 14

Hnh 2.2:M hnh nghin cu s hi lng ca khch hng i vi cht lng dch v

chuyn pht ca Bu in thnh ph Cn Th 17

Hnh 3.1: S b my t chc ca Bu in thnh ph Cn Th 28

Biu 1:Trnh hc vn 43

DANH MC BNG

Bng 2.1: nh gi ca khch hng v s tin cy (RL) 20

Bng 2.2: nh gi ca khch hng v s p ng (RS) 20

Bng 2.3: nh gi ca khch hng v nng lc phc v (AS) 21

Bng 2.4: nh gi ca khch hng v phng tin hu hnh (TA) 21

Bng 2.5: nh gi ca khch hng v s ng cm (EM) 21

Bng 2.6: nh gi s hi lng ca khch hng 22

Bng 2.7: Thng tin chung ca khch hng 22

Bng 2.8: Cc nhm nhn t chung t m hnh l thuyt 23Bng 3.1:Bng thng k s lng cc im phc v 32

Bng 3.2:Bng thng k cc c s vt cht (12/2010) 33

Bng 3.3:Lc lng lao ng (12/2010) 34

Bng 3.4:T l tng doanh thu giai on t nm 2005 n nm 2010 35

Bng 3.5:Sn lng doanh thu mt s dch v trng tm 36

Bng 4.1: Thng tin v gii tnh 38Bng 4.2:Thng tin v nhm tui 38

Bng 4.3: Thng tin v tnh trng hn nhn 39

Bng 4.4 Mi quan h gia trnh hc vn v thu nhp ca khch hng 39

Bng 4.5: nh gi ca khch hng v s tin cy 41

Bng 4.6: nh gi ca khch hng v s p ng 42

Bng 4.7: nh gi ca khch hng v nng lc phc v 43


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Bng 4.8: nh gi ca khch hng v phng tin hu hnh 44

Bng 4.9: nh gi ca khch hng v s ng cm 44

Bng 4.10:nh gi ca khch hng v mc hi lng 45

Bng 4.11: Kim nh KMO v Bartlett 46

Bng 4.12: Kt qu phn tch nhn t 47

Bng 4.13: Kt qu phn tch hi qui ca SAT 50

Bng 4.14: Kt qu phn tch phng sai ca SAT 50

Bng 4.16: Kt qu phn tch hi quy ca SAT vi phng php Enter 51


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CHNG 1

GII THIU

1.1. T VN NGHIN CU

Trong xu th nn kinh t ngy cng pht trin v ton cu ha ngy cng cao

lm cho mi trng kinh doanh ngy cng gay gt hn. c bit sau khi gia nhp

WTO cng vi chnh sch m ca u t ca nh nc th kinh t nc ta chu s

cnh tranh khc lit t bn trong ln bn ngoi, trong ngnh bu in cng

chu s cnh tranh rt ln. Chnh v vy, vn t ra cho cc doanh nghip

nc ta hin nay cn phi nng cao mc cnh tranh cho chnh mnh. Cc

doanh nghip hiu r rng nu khng nm bt c nhng mong mun, nhu cu

ca khch hng th cng khng mang li thnh cng cho mnh. Vic lm khch

hng hi lng tr thnh mt phn quan trng i vi cc doanh nghip v t

chc trong n lc nng cao cht lng phc v. Vn lm hi lng khch hng

nh hng trc tip n s tn ti v pht trin ca mt doanh nghip.

T khi thnh lp cho n nay, vic thc hin cuc nghin cu o lng mc

hi lng ca khch hng Bu in Thnh Ph Cn Th (BTPCT) v dchv chuyn pht cha c thc hin mt cch chnh thc. V vy, ti nhn thy

tnh cp thit ca vic cn phi thc hin cuc nghin cu nhm o lng, nh

gi mc hi lng ca khch hng i vi BTPCT. Vic thc hin cuc

nghin cu khng nhng gip ti hon thin hn v kin thc thc t m cn t

kt qu nghin cu s gip cho BTPCT thy c nhng vn ni cm lin

quan n vic m bo cht lng dch v ca BTPCT cho khch hng, thng

qua a ra nhng gii php khc phc nhm phc v khch hng ngy cng

c tt hn.

Vn t ra y l lm sao BTPCT lun m bo c s hi lng

cho khch hng? BTPCT o lng v kim sot s tha mn ca khch hng ra

sao? Nhng yu t no tc ng n s tha mn ca khch hng? tr li

nhng cu hi th BTPCT cn phi xy dng cho mnh mt phng php thu

thp thng tin nhanh v hiu qu nht.


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Vi tnh hnh , ti nh gi s hi lng ca khch hng v cht

lng dch v chuyn pht ca Bu in thnh ph Cn Th trn a bn

qun Ninh Kiu l rt cn thit cho Bu in thnh ph Cn Th ni chung v

lun vn tt nghip ca ti ni ring.

ti nghin cu da trn nhu cu thc tin ca dch v chuyn pht nhm

gip Bu in TP. Cn Th mun nng cao nng lc phc v khch hng, hiu r

nhng im mnh, im yu trong vic lm hi lng khch hng t c

nhng chnh sch ci to, khc phc kp thi nhng mt hn ch.

Vi phng php l phng vn trc tip nhng khch hng c nhn v

ang s dng dch v chuyn pht ca Bu in TP. Cn Th hiu r hn mc

hi lng ca khch hng khi s dng dch v ca Bu in TP. Cn Th v tmhiu thm v p ng c nhu cu ca khch hng trong tng lai.

1.2. MC TIU NGHIN CU

1.2.1 Mc tiu chung:

nh gi s hi lng ca khch hng v cht lng dch v chuyn pht ca

Bu in thnh ph Cn Th trn a bn qun Ninh Kiu.

1.2.2. Mc tiu c th:

Mc tiu 1: Xc nh cc yu t nh hng ti s hi lng ca khch hng

v cht lng dch v chuyn pht nhanh ca Bu in TP. Cn Th trn a bn

qun Ninh Kiu.

Mc tiu 2: nh gi mc hi lng ca khch hng v cht lng dch

v chuyn pht ca Bu in TP. Cn Th trn a bn qun Ninh Kiu.

Mc tiu 3: xut mt s gii php nhm ci tin cht lng dch v

chuyn pht ca Bu in TP. Cn Th nhm gip nng cao s hi lng cakhch hng i vi cht lng ca dch v chuyn pht ca Bu in TP. Cn

Th.


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1.3. PHM VI NGHIN CU

1.3.1. Khng gian nghin cu

Cc thng tin trong ti ny c thu thp v tng hp t nhiu ngun, t

cc bo co ca Bu in TP. Cn Th, trn bo, tp ch v Internet.

ti ny thc hin da ch yu trn cc thng tin ca khch hng, quan

im nh gi ca khch hng v cht lng dch v chuyn pht ca Bu in

TP. Cn Th; nhng thng tin ny c thu thp trc tip t nhng khch hng

ang c s dng dch v chuyn pht ca Bu in TP. Cn Th trn a bn

qun Ninh Kiu.

1.3.2. Thi gian nghin cu

S liu th cp c s dng trong ti l s liu t nm 2008 nnm 2010.

Thi gian thc hin ti t ngy 18/09/2011 n ngy 18/11/2011.

1.3.3. i tng nghin cu

Cc khch hng c s dng dch v chuyn pht ti cc im bu cc ca

BTPCT trn a bn qun Ninh Kiu.

1.4. LC KHO TI LIU C LIN QUAN N TI NGHIN

CU

1.4.1. ti tham kho th 1

Cht lng dch v, s tha mn v lng trung thnh ca khch hng siu

th ti TPHCM (Nguyn Th Mai Trang, tp ch Pht trin Khoa hc v Cng

ngh, tp 9, s 10, 2006). Trong nghin cu ny tc gi s dng thang o

SERVQUAL c iu chnh nh gi cht lng dch v siu th ti thnh ph

H Ch Minh trn nm kha cnh gm c: cht lng hng ho, nhn vin phcv, trng by siu th, mt bng siu th v an ton siu th; ng thi cng

chng minh mi quan h cng chiu gia cht lng dch v v s tha mn ca

khch hng. ti ny s dng cc phng php phn tch nh thng k m t,

phn tch nhn t khng nh v phn tch cu trc. Kt qu nghin cu cho thy

cht lng dch v siu th c nh hng dng, c ngha v rt ln n s tha

mn ca khch hng v s tha mn ca khch hng cng c tc ng tch cc c

ngha, v tng i mnh n s trung thnh ca khch hng siu th.


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nh gi mc hi lng ca ngi lao ng i vi cc trung tm gii

thiu vic lm thnh ph Cn Th do ThS. Nguyn Quc Nghi, Khoa kinh t

v qun tr kinh doanh, trng i hc Cn Th ch tr. Trong nghin cu ny tc

gi s dng thang o SERQUAL c iu chnh nh gi cht lng dch v

ca cc trung tm gii thiu vic lm thnh ph Cn Th trn nm kha cnh

gm c: Tin cy, p ng, m bo, cm thng v phng tin hu hnh; ng

thi cng chng minh mi quan h cng chiu gia cc kha cnh cht lng

dch v v s tho mn ca khch hng. ti ny s dng cc phng php

phn tch nh thng k m t, h s Cronbach Anpha, phn tch nhn t, m hnhhi quy Binary Logictics. Kt qu nghin cu cho thy yu t tin cy v p ng

c nh hng dng, c ngha v mnh nht n s hi lng ca khch hng,

tip n l phng tin hu hnh.


Nghin cu mc hi lng ca khch hng i vi dch v cung ng hoa

ti trn a bn thnh ph Cn Th. ti do ThS. Nguyn Quc Nghi, Khoa

kinh t v qun tr kinh doanh, trng i hc Cn Th ch tr. ti c thc

hin bng phng php nghin cu nh tnh (tho lun nhm: 2 lt vi s thnh

vin t 5 n 7 ngi) v nghin cu nh lng (phng vn trc tip 100 khch

hng tng s dng dch v cung ng hoa ti trn a bn TP.Cn Th). Bn

cnh , tc gi cn s dng cc s liu th cp t sch, tp ch, bo co khoa hc

v ngun thng tin t internet c lin quan n i tng nghin cu. Cc phng

php phn tch c s dng trong vic gii quyt cc mc tiu ca ti nh:

Phn tch thng k m t (Descriptive Statistics), Phn tch tn s (Frequency

Analysis), Phn tch nhn t (Factor Analysis), Phn tch bng cho

(Cross-tabulation), Phn tch hi qui tng quan (Regression Analysis), Kim

nh so snh cp (Paired Samples T - test). Qua nghin cu, kt qu ca ti l

c s khoa hc cho cc h kinh doanh loi hnh dch v ny khng ngng ci

thin v nng cao cht lng dch v cung ng, p ng nhng nhu cu ngy cng

cao ca khch hng.


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CHNG 2

PHNG PHP LUN V PHNG PHP NGHIN CU

2.1. PHNG PHP LUN

2.1.1. nh ngha v cht lng dch v

2.1.1.1. Khi nim dch v

Dch v trong kinh t hc, c hiu l nhng th tng t nh hng ha

nhng l phi vt cht. C nhng sn phm thin v sn phm hu hnh v nhng

sn phm thin hn v sn phm dch v, tuy nhin a s l nhng sn phm nm

trong khong gia sn phm hng ha - dch vu. Dch v c cc c tnh sau:

- Tnh ng thi : Sn xut v tiu dng dch v xy ra ng thi. - Tnh khng th tch ri: Sn xut v tiu dng dch v khng th tch ri,

thiu mt ny th s khng c mt kia.

- Tnh cht khng ng nht: khng c cht lng ng nht, v dch v bt

ngun t s khc nhau v tnh cht tm l, trnh ca tng nhn vin, ngoi ra

cn chu s nh gi cm tnh ca tng khch hng.

- Tnh v hnh: Khng c hnh hi r rt, khng th thy trc khi tiu dng

do rt kh hiu c cm nhn ca khch hng i vi cht lng dch v.

- Tnh khng lu tr c: khng lp kho lu tr nh hng ha hu hnh

c.

Ton th nhng ngi cung cp (sn xut) dch v hp thnh khu vc th ba

ca nn kinh t. C nhiu ngnh dch v nh: Cung cp in, nc, ti chnh,

ngn hng, bo him, mi gii chng khon, y t, chm sc sc khe, chm sc

tr em, thng tin, bu chnh, internet, gii tr, th thao, .

Dch v c nh ngha theo tiu chun ISO 9004: Dch v l kt qu

mang li nh cc hat ng tng tc gia ngi cung cp v khch hng, cng

nh nh cc hat ng ca ngi cung cp p ng nhu cu khch hng.

Nh vy, quan nim v dch v ca doanh nghip s hnh thnh nn cc mi

tng tc qua li gia doanh nghip v khch hng. Nn quan nim rng dch v

ch l em n cho khch hng nhng th m h cn, doanh nghip s c th t

mnh a vo th kt khi c khch hng i hi iu g m doanh nghip


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khng th p ng c. Ngc li, nu hiu khi nim v dch v mt gc

rng hn, bao gm nhiu nhu cu tru tng khc nhau, doanh nghip s lun

em n cho khch hng mt dch v ng vi mong i ca h.

Bng cch p ng nhng nhu cu tru tng ca khch hng nh lng nghe

khch hng, thng cm, chia s khi h gp phi vn kh khn hay em n cho

khch hng nhiu s la chn khc nhau khi khng th p ng chnh xc ci m

h cn, doanh nghip c th b xa cc i tng cnh tranh trong cuc ua v

cht lng phc v. Mi khch hng khi giao dch vi doanh nghip, h thng

nh gi cao cht lng dch v ca doanh nghip.

2.1.1.2. Cc khi nim lin quan n dch v chuyn pht ca Bu in

thnh ph Cn Th- Th: l bn ch vit hoc in mang ni dung thng tin ring hin thi gia

ngi gi v ngi nhn. Th c b vo phong b hoc gi thnh gi dn kn.

Th c bo m b mt. Trong th khng c ng vt phm, hng ha (i

vi trong nc).

- Bu thip: phi l hnh ch nht, c lm bng ba cng hoc bng giy

cng khng gy kh khn cho vic x l. Bu thip khng c c cc

phn nh ln, lm xung v phi tun theo cc iu kin ca bu chnh nc gc.

Bu thip phi in ch Bu thip hoc Postcard mt trc. i vi bu nh

khng bt buc phi c ch Bu thip hoc Postcard. Bu thip phi c

gi trn (khng c phong b) hoc trong phong b nhng khng c dn kn.

Mt trc bn phi bu thip ghi a ch ngi nhn v th hin cc ph hoc

cc dch v c bit, ngi gi c s dng mt sau v na bn tri mt trc

ca bu thip. Bu thip gi khng tun theo cc quy nh ny c x l nh

th.

- n phm: l cc bn ch vit, bn in trn giy, trn ba hoc trn nhng

vt liu thng dng n lot, c in, sao chp lm nhiu bn ging nhau. i

vi n phm cc h phi c ch dn Imprim taxe rduite hoc a ch nhn

phi ghi vit bng ting ph thng ca nc nhn.

- Hc phm ngi m: L th in bng ch ni hoc nhng bn in ch ni

dnh cho ngi m. Bng a, ghi m dnh cho ngi m cng c coi l hc


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phm ngi m nu bng, a do trng dnh ring cho ngi m gi i hoc

cc ni khc gi n trng m.

- Gi nh: Gi nh l mt loi bu phm ni dung c cha vt phm, hng

ha, gi nh c gi kn, nhng c th m ra c m khng li vt tch g.

Cc c bn c tnh theo khi lng. Gi nh gi ra nc ngoi phi c ch

dn. Ni dung gi nh ngoi vt phm, hng ha ngi gi cn c php gi

km trong gi cc ti liu mang tnh thng tin hin thi v c nhn, min l ti

liu gi chnh cho ngi nhn. Khng c iu kin c bit cho vic gi bc,

xong vic gi bc phi m bo sao ni dung bn trong, trong qu trnh vn

chuyn khai thc khng b rch, nhng ngi c trch nhim, c th m ra

kim tra ni dung. Cc c bn c tnh theo khi lng.- Ti M: l ti c bit cha bo, tp ch, sch, n phm ca mt ngi

gi, gi cho mt ngi nhn mt a ch.

- Bu kin: l mt kin cha hng ha, vt phm gi qua mng li bu

chnh cng cng. Bu kin gi i nc ngoi nc khi lng, ni dung hng ha

phi ph thuc vo hip nh song phng gia nc gi v nc nhn.

- Bu phm khai gi: l dch v ngi gi k khai gi tr vt phm hng

ha khi gi vo mng li bu in. Gi tr hng ha phi khai ng vi gi tr

thc t, tuy nhin ngi gi c th khai thp hn gi thc t. Nhng khng c

khai gi tr vt qu mc quy nh ti a cho mi bu phm khai gi.

- Bu chnh y thc: l dch v khch hng tha thun v y quyn cho

bu in thc hin mt phn hay ton b vic chp nhn, iu phi v phn pht

hng ha ca ch hng, vi cc yu cu v a im, phng tin vn chuyn,

thi gian giao nhn v cc yu cu c bit khc nu c.

- Bu phm khng a ch: l dch v chuyn pht cc bu phm qung

co, trong ngi gi n nh hoc khng n nh chi tit a ch nhn m ch n

nh i tng khch hng v khu vc pht.

- Bu phm chuyn pht nhanh EMS trong nc v quc t l loi dch v

nhn gi, vn chuyn v pht cc loi th, ti liu, vt phm, hng ha theo ch

tiu thi gian c Tng cng ty Bu chnh Vit Nam cng b trc vi khch

hng.


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Dch v chuyn pht bu phm bu kin: Dch v Bu phm, Bu

kin ca Bu chnh c chc nng: nhn, chuyn v pht cc loi bu phm cng

nh bu kin ti cc vng min khc nhau trong c nc.

Dch v Bu phm gm: Th, Bu thip (gi tt LC), n phm, hc phm

dng cho ngi m v gi nh (gi tt l AO).

Dch v Bu kin: L nhng kin hng nng ng vt phm hng ho. [8]

Dch v chuyn pht nhanh EMS trong nc & quc t l loi dch v

nhn gi, vn chuyn v pht cc loi th, ti liu, vt phm hng ho (Bu gi)

theo ch tiu thi gian.

- Trong nc

Dch v EMS c cung cp ti 57 Bu in tnh thnh ph trn c nc.Dch v chuyn pht nhanh EMS tha thun c cung cp ti 64 Bu

in tnh thnh ph trn c nc.

- Quc t

Bu gi EMS c gi t Vit Nam i cc nc v ngc li theo tha

thun gia Cng ty C phn Chuyn Pht Nhanh Bu in v Bu chnh cc nc

theo quy nh ca Lin minh Bu chnh Th gii (UPU) hoc cc i tc khc.

Hin nay Dch v chuyn pht nhanh EMS quc t c cung cp n 48

quc gia trn th gii.

Dch v chuyn pht VExpress l dch v chuyn pht cht lng cao,

trong th, ti liu, vt phm, hng ha c Bu in u tin khai thc, chuyn

pht t khi nhn gi cho n khi pht ti a ch ngi nhn, m bo ng ch

tiu cht lng v thi gian tha thun vi khch hng.

2.1.1.3. Cht lng dch v Theo t chc Quc t v tiu chun ha ISO, trong d tho DIS 9000:2000

a ra nh ngha: Cht lng l kh nng ca tp hp cc c tnh ca mt

sn phm, h thng hay qu trnh p ng cc yu cu ca khch hng v cc

bn c lin quan.

T nh ngha trn ta rt ra mt s c im ca cht lng nh:


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- Cht lng c o bi s tha mn nhu cu. Nu mt sn phm v l do

no m khng c nhu cu tip nhn th b coi l cht lng km, mc d

trnh cng ngh ch to ra sn phm c th rt hin i.

- Do cht lng c o bi s tha mn nhu cu, m nhu cu lun lun

bin ng nn cht lng cng lun lun bin ng theo thi gian, khng gian,

iu kin s dng.

- Khi nh gi cht lng ca mt i tng, ta ch xt n mi c tnh ca

i tng c lin quan n s tha mn nhng nhu cu c th. Cc nhu cu ny

khng ch t pha khch hng m cn t cc bn c lin quan nh cc yu cu

mang tnh php ch, nhu cu ca cng ng x hi.

- nh ngha v o lng cht lng u bt ngun t ngnh sn xut snphm hu hnh. Tuy nhin, ngi tiu dng c th d dng nh gi mt sn

phm hu hnh thng qua hnh dng thit k sn phm, mu sc, bao b., c th

nhn, s, ngi, hoc nm sn phm trc khi mua. Trong khi , dch v l sn

phm v hnh, chng khng ng nht v cng khng th tch ri. Cht lng

dch v l mt khi nim rt quan trng trong qu trnh xy dng thng hiu,

thc hin cc chin lc marketing ca cc doanh nghip. y l mt yu t c

nh hng rt ln n sc cnh tranh ca doanh nghip. Trong mt thi gian di,

nhiu nh nghin cu trn th gii c gng nh ngha v o lng cht lng

dch v trn cc kha cnh v mc khc nhau. Theo Zeithaml, cht lng dch

v l s nh gi ca khch hng, l nhng ngi c cung cp dch v, v mc

tuyt vi hay hon ho ni chung ca mt thc th; n l mt dng ca thi

v cc h qu t s so snh gia nhng g c mong i v nhn thc v nhng

th m khch hng nhn c. Trong khi , Lewis v Boom cho rng cht lng

dch v l mt s o lng mc dch v c a n cho khch hng c

tng xng hay khng vi s mong i mt cht lng tt ca cc khch hng.

Vic xy dng thnh cng cht lng dch v ngha l s mong i ca cc khch

hng c p ng mt cch ng nht. Theo Svensson th trong qu trnh tiu

dng dch v, cht lng dch v th hin trong qu trnh tng tc gia khch

hng v nhn vin ca cng ty cung cp dch v. Parusurman, Zeithaml v Berry

th nh ngha cht lng dch v c xem nh l khong cch gia s mong i


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ca cc khch hng v nhn thc ca h khi s dng dch v. Nh vy, bit

c s d on ca khch hng th mt bin php quan trng cn thit phi thc

hin l nhn din v hiu r c nhng mong i ca h. Vic nh gi cht

lng ca dch v l cng vic khng my d dng.

Lehtinen & Lehtinen (1982) cho l cht lng dch v phi c nh gi

trn hai kha cnh: mt l qu trnh cung cp dch v, hai l kt qu dch v.

Gronroos (1984) cng ngh hai lnh vc ca cht lng dch v: mt l cht

lng k thut, hai l cht lng chc nng. Cht lng k thut lin quan n

nhng g c phc v v cht lng chc nng ni ln chng c phc v nh

th no. Tuy nhin, khi ni n cht lng dch v, chng ta khng th no khng

cp n ng gp rt ln ca Parasuraman & ctg (1988, 1991). Parasuramannh ngha cht lng dch v l mc khc nhau gia s mong i ca ngi

tiu dng v dch v v nhn thc ca h v kt qu ca dch v.

2.1.2. nh ngha v s hi lng ca khch hng

2.1.2.1. nh ngha v s hi lng ca khch hng

S hi lng ca khch hng phn nh cht lng ca sn phm cng nh

dch v m cng ty cung ng c p ng c nhng mong i ca khch hng

hay khng. Hi lng l mt loi trng thi tm l kch thch ny sinh ca khch

hng khi tip nhn sn phm hoc s phc v cng vi cc thng tin ca n.

Theo Philip Kotler, s tha mn- hi lng ca khch hng l mc ca trng

thi cm gic ca mt ngi bt ngun t vic so snh kt qu thu c t vic

tiu dng sn phm/dch v vi nhng k vng ca ngi . Mc hi lng

ph thuc s khc bit gia kt qu nhn c v k vng, nu kt qu thc t

thp hn k vng th khch hng khng hi lng, nu kt qu thc t tng xngvi k vng th khch hng s hi lng, nu kt qu thc t cao hn k vng th

khch hng rt hi lng. K vng ca khch hng c hnh thnh t kinh nghim

mua sm, t bn b, ng nghip v t nhng thng tin ca ngi bn v i th

cnh tranh. nng cao s tha mn ca khch hng, doanh nghip cn c nhng

khon u t thm nh nhng chng trnh marketing. Trong bi cnh cnh

tranh, s khn ngoan ca mi doanh nghip l ch cn to s tha mn ca khch

hng cao hn i th cnh tranh. Nh vy s hi ha li ch ca khch hng v li


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nhun ca doanh nghip. D sao th s tha mn, hi lng ca khch hng cng

c nhng nh hng ti lng trung thnh vi thng hiu ca nh sn xut. Tuy

nhin s hi lng khng bn vng v cng kh lng ha. Yu t thc s quyt

nh lng trung thnh ca khch hng l gi tr dnh cho khch hng. Gi tr

khch hng to ra s hi lng - mc tha mn ca khch hng. Doanh nghip

cn o lng mc tha mn ca khch hng ca mnh v ca i th cnh

tranh trc din. C th thng qua cuc iu tra hay ng gi ngi mua sm.

Nhng thng tin v gim st mc tha mn ca khch hng ca doanh nghip

so vi khch hng ca i th l tn hiu bo trc v tnh trng mt khch hng,

gim th phn trong tng lai. Cn thit lp nhng knh thng tin khch hng

gp hoc khiu ni. Mc khiu ni khng th dng lm thc o s tha mnca khch hng v phn ln s khng hi lng khch hng khng khiu ni.

2.1.2.2. Nhn t hi lng.

Nhn t khng hi lng: Mc p ng yu cu ca khch hng v sn

phm hoc dch v l yu t nh hng ti s hi lng ca khch hng. Nu c

mt no khng chu o, s lm khch hng khng hi lng, thng thng n

c gi l nhn t khng hi lng.

Nhn t dn n s khng hi lng ca khch hng bao gm cc ni dung

sau:

- Khng th gi bu phm nh mong mun ca khch hng.

- Gi khng ng a ch, mt bu phm ca khch hng.

- Lun ngt qung s phc v khch hng, lm vic khc trong khi khch

hng ang ch i.

- Thi phc v khng tt, khng quan tm ti khch hng, khng gip nhit tnh khi khch hng c yu cu

- Thi gian pht bu phm n ngi nhn qu lu, nh hng n vic s

dng ca khch hng.

- Khng th lu gi thng tin ca khch hng, nhng khng c s bo trc.

Nhn t n ha: Khi nhu cu ca khch hng khng c p ng, th s

cm thy tht vng; Nu nh khi t c s p ng cn c c, s khng c


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phn ng mnh lit g; Nhng, nu nh t chc lm n ni n chn, th s tng

thm s hi lng ca khch hng. Chng ta gi nhn t ny l nhn t n ha.

Nhn t hi lng: Nhng g khch hng c c ngoi s mong i s lun

lm cho h cm thy hi lng. Nhng khi doanh nghip khng th cung cp

nhng c tnh sn phm c bit ny cng s khng lm cho khch hng khng

hi lng. Nhn t hi lng thng thng bao gm cc ni dung sau:

- Lun c nhn vin phc v khi khch hng n giao dch.

- Nhanh chng gii quyt vn .

- Do ngi chuyn mn ph trch.

- Lun tn trng khch hng.

- Thi phc v tt, tha mn s mong i ca khch hng. - C h thng phc v hon thin, bao gm trung tm iu hnh, trung tm

x l, trang web phc v, h thng phc v qua fax, v.v

- Chu k phc v ngn.

- Chuyn nghip, nh nhng, gii quyt tt vn trong mt ln duy nht.

Khi bit c mt s nhn t nh hng n s hi lng ca khch hng,

chng ta s nm bt tt cch thc kch thch s hi lng ca khch hng, lm

tt nhn t n ha, c gng vch ra k hoch v thc thi cc nhn t lm cho

khch hng hi lng, mi c th khng ngng p ng yu cu ca khch hng,

tng thm s hi lng ca khch hng, t , thc hin mc tiu cht lng lm

khch hng hi lng, thc y s pht trin ca bu in.

2.1.3. Mi quan h gia cht lng dch v v s hi lng ca khch hng

Cuc cnh tranh ton cu , ang v s tr nn ngy cng mnh m vi qui

m v phm vi ngy cng ln. S pht trin ca khoa hc v cng ngh cho phpcc nh kinh doanh nhy bn c kh nng p ng ngy cng cao nhu cu khch

hng, to ra li th cnh tranh. Tnh hnh trn khin cho cht lng tr thnh

yu t cnh tranh, tr thnh yu t quyt nh s tn ti v pht trin ca doanh

nghip. Cht lng tr thnh mt ngn ng ph bin. thu ht khch

hng, cc doanh nghip, t chc cn a cht lng vo ni dung qun l. S ha

nhp ca cht lng vo mi yu t ca t chc t hot ng qun l n tc

nghip s l iu ph bin v tt yu i vi bt k mt t chc no mun tn ti


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v pht trin. Minh chng c rng s hi lng ca khch hng v cht lng

dch v c mi tng quan cao vi nhau. Nghin cu ca Cronin & Taylor (2002)

tm thy s tng quan dng gia cht lng dch v v s hi lng (s tha

mn), cht lng cng cao th dn n s hi lng cng cao. Olsen (2002)

chng t c s phn bit v tng quan quan dng gia cht lng cm nhn

v s tha mn trong lnh vc thu sn v cho rng nu cht lng l mt s nh

gi v vic thc hin thuc tnh v s tha mn phn nh tc ng ca vic thc

hin ln tnh trng cm nhn gic quan ca con ngi, th cht lng c th c

s dng d bo s tha mn hoc hnh vi mua hng. Vic phn tch mi quan

h gia s hi lng ca khch hng vi cht lng dch v nhm duy tr khch

hng v t c nhiu li nhun hn, nhng ngi lm tip th v cc doanhnghip cn hiu su hn cc thi sau khi mua ca ngi tiu dng i vi sn

phm ca h v hiu ci g l khong cch gia cc thi v hnh vi ca h.

Cht lng nh hng bi khch hng l mt yu t chin lc, dn ti kh

nng chim lnh th trng, duy tr v thu ht khch hng. N i hi phi lun

nhy cm i vi nhng khch hng mi, nhng yu cu th trng v nh gi

nhng yu t dn ti s tho mn khch hng. N cng i hi thc ci tin, i

mi cng ngh, kh nng thch ng nhanh v p ng nhanh chng mau l cc

yu cu ca th trng; gim sai li khuyt tt v nhng khiu ni ca khch

hng. Cht lng sn phm hng ho ca mt doanh nghip phi c nh

hng bi khch hng, doanh nghip phi sn xut, bn ci m khch hng cn

ch khng phi ci m doanh nghip c. Cht lng sn phm dch v hnh chnh

cng ca mt c quan hnh chnh nh nc phi c nh hng bi khch

hng l ngi dn, p ng nhu cu ca ngi dn, v dn phc v.

Tm li, nhiu nghin cu khng nh cht lng dch v c tng quan

thun v c ngha rt ln n s tha mn ca khch hng (Trang, 2006;

Caruana, 2000; Cron & ctg, 2000) hay cc thnh phn ca cht lng dch v nh

hng quan trng n s hi lng ca khch hng (Nghi, 2010; Phc, 2010).

2.1.4. M hnh o lng cht lng dch v ca Parasuraman


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Parasuraman & ctg (1985) l nhng ngi tin phong trong nghin cu v

cht lng dch v. Thnh cng ca nghin cu to phng tin t ph gip cc

nh kinh doanh c c kt qu cht lng dch v ca h thng qua vic nghin

cu nh gi ca khch hng - ngi s dng dch v. Thang o SERVQUALl

mt trong nhng cng c ch yu trong Marketing dch v dng nh gi cht

lng dch v (Parasuraman & ctg 1994). Parasuraman & ctg (1994) lin tc

kim nh thang o v xem xt cc l thuyt khc nhau, v cho rng SERVQUAL

l thang o t tin cy v gi tr. Thang o ny c th p dng trong cc loi

hnh dch v khc nhau nh nh hng, khch sn, bnh vin, trng hc, cc hng

hng khng, du lch, ngn hng, bu in, vv... Thang o SERVQUAL o lng

cht lng dch v da trn s cm nhn bi chnh cc khch hng s dng dchv. Thang o SERVQUAL c ghp t 2 t SERVice - Dch v v QUALlity -

Cht lng, c kh nhiu nh nghin cu nh gi l kh ton din

(Svensson,2002). Nghin cu ca Parasuraman (1985) cho rng cht lng dch

v l khong cch gia k vng ca khch hng v dch v m h ang s dng

vi cm nhn thc t v dch v m h hng th. Cc nh nghin cu ny a ra

m hnh 5 khong cch cht lng dch v.


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Hnh 2.1: M hnh 5 khong cch cht lng dch v(Ngun: Parasuraman & Ctg (1985:44) 18)

Trong :

Khong cch th nht: xut hin khi k vng ca khch hng v cht lng

dch v c s khc bit vi cm nhn ca nh qun tr dch v. S khc bit ny

c hnh thnh do cng ty dch v cha tm hiu ht nhng c im no to nn

cht lng dch v, v c nhng nhn nh v k vng ca khch hng cha ng

thc t.

Khong cch th hai: xut hin khi cng ty dch v gp kh khn trong vic

xy dng nhng tiu ch cht lng dch v sao cho ph hp vi nhng nhn nh

v k vng dch v ca khch hng. S cch bit v tiu ch ny l do cu v dch

v tng cao trong nhng ma cao im lm cho cc cng ty dch v khng p

ng tt nhu cu khch hng.


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Khong cch th ba: chnh l s khc bit gia cht lng dch v cung cp

thc t vi nhng tiu ch cht lng dch v m cng ty a ra. Khong cch ny

lin h trc tip n nng lc phc v ca nhn vin, bi v khng phi lc no tt

c cc nhn vin u c th hon thnh ht tt c cc tiu ch cht lng dch v

m cng ty a ra.

Khong cch th t: biu hin cho s khc bit v nhng ha hn trong cc

chng trnh qung co khuyn mi vi nhng thng tin thc t v dch v cung

cp m khch hng nhn c. Nhng ha hn qua cc chng trnh truyn

thng c th gia tng k vng ca khch hng nhng cng s lm gim s hi

lng v cht lng m khch hng cm nhn nhng iu nhn c khng ng

vi nhng g m cng ty dch v ha. Ngha l khong cch ny xut hin khic s so snh cht lng m khch hng cm nhn c vi nhng thng tin dch

v c truyn ti n h.

Khong cch th nm: chnh l khong cch cht lng dch v ca cng ty.

Cht lng dch v c coi l hon ho khi khong cch th nm ny bng

0. Khong cch th nm chnh l cht lng dch v ca cng ty v khong cch

ny ph thuc vo s bin thin ca cc khong cch 1, 2, 3 v 4. Ci tin cht

lng dch v l ti thiu ha khong cch 5, iu ny ng ngha vi vic ti

thiu ha cc khong cch cn li. Cht lng dch v trong cng ty xc nh

bng hm s:

Khong cch 5= f(khong cch 1, khong cch 2, khong cch 3, khong cch 4)

Da trn nh ngha truyn thng v cht lng dch v, Parasuraman xy

dng thang o SERVQUAL nh gi cht lng dch v gm 22 bin thuc 5

thnh phn o lng cht lng k vng v dch v cm nhn.

5 thnh phn thang o SERVQUAL gm c:

S tin tng (reliability)

Khi cng ty xyz ha lm iu g vo thi gian no th h s lm.

Khi bn gp tr ngi, cng ty xyz chng t mi quan tn thc s mun gii

quyt tr ngi .

Cng ty xyz thc hin dch v ng ngay t ln u.
http://www.word-reader.com/http://www.word-reader.com/http://www.word-reader.com/http://www.word-reader.com/http://www.word-reader.com/


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Cng ty xyz lu khng xy ra mt sai xt no.

S phn hi (responsiness)

Nhn vin cng ty xyz cho bn bit khi no thc hin dch v.

Nhn vin cng ty xyz nhanh chng thc hin dch v cho bn.

Nhn vin cng ty xyz lun sn sng gip bn. Nhn vin cng ty xyz khng bao gi qa bn n ni khng p ng yu

cu ca bn.

S m bo (assurance)

Cch c x ca nhn vin xyz gy nim tin cho bn.

Bn cm thy an tan trong khi giao dch vi cng ty xyz.

Nhn vin cng ty xyz lun nim n vi bn.

Nhn vin cng ty xyz c hiu bit tr li cu hi ca bn. S cm thng (empathy)

Cng ty xyz lun c bit ch n bn.

Cng ty xyz c nhn vin bit quan tm n bn.

Cng ty xyz ly li ch ca bn l iu tm nim ca h.

Nhn vin cng ty xyz hiu r nhng nhu cu ca bn.

Cngty xyz lm vic vo nhng gi thun tin.

S hu hnh (tangibility) Cng ty xyz c trang thit b rt hin i.

Cc c s vt cht ca cng ty xyz trng rt bt mt.

Nhn vin cng ty xyz n mc rt tm tt.

Cc sch nh gii thiu ca cng ty xyz c lin quan n dch v trng rt

p.

2.2. PHNG PHP NGHIN CU

2.2.1. M hnh nghin cuTrn c s l thuyt m hnh ca m hnh SERVQUAL, kt hp vi c th

ca dch v chuyn pht ca BTPCT v qua qu trnh thc hin kho st s b,

m hnh nghin cu chnh thc c xc nh nh sau:


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Thnh phn tin cy: (RL)- Thc hin ng yu cu (Rl1)- Quan tm n nhng tr ngi ca khchhng trong qu trnh giao dch (Rl2)- Cung cp dch v ng vi thi gian quynh (Rl3)- Hn ch cc sai st xy ra (Rl4)

Thnh phn p ng: (RS)- Phc v nhanh chng (Rs1)- Sn sng gip (Rs2)- Lun dnh thi gian p ng yu cu ca

bn (Rs3)

- Thng bo kp thi v qu trnh thc hindch v (Rs4)

Thnh phn Nng lc phc v: (AS)- Cch ng x to nim tin (As1)- An ton khi thc hin giao dch (As2)- Lch s nh nhn (As3)- C kin thc tr li cc cu hi ca bn

(As4)

Thnh phn ng cm: (EM)- S quan tm n bn (Em1)- Xem li ch ca bn l quan trng (Em2)- Hiu c nhu cu ca bn (Em3)- B tr gi lm vic thun tin (Em4)

S HI LNG (SAT)

c im c nhn:- Gii tnh- Tui- Thu nhp- Trnh hc vn- Tnh trng hn nhn

H

H

H

H

H

Thnh phn Phng tin hu hnh:(TA)- Cc trang thit b hin i (Ta1)- C s vt cht trng bt mt (Ta2)- Trang phc nhn vin gn gng, tm tt(Ta3)- Khng gian bu cc to cho bn cm thyd chu thoi mi (Ta4)


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Hnh 2.2: M hnh nghin cu s hi lng ca khch hng i vi cht lng

dch v chuyn pht ca Bu in thnh ph Cn Th

T m hnh l thuyt cc gi thuyt cn kim nh bao gm:

H1:Thnh phn tin cy c mi quan h thun chiu vi s hi lng ca

khch hng, iu ngy c ngha l nu s tin cy c khch hng nh gi cng

cao th mc hi lng ca khch hng v dch v cng cao v ngc li.

H2:Thnh phn p ng c mi quan h thun chiu vi s hi lng ca

khch hng, iu ngy c ngha l nu s p ng c khch hng nh gi cng

cao th mc hi lng ca khch hng v dch v cng cao v ngc li.

H3:Thnh phn nng lc phc v c mi quan h thun chiu vi s hi

lng ca khch hng, iu ngy c ngha l nu nng lc phc v c khchhng nh gi cng cao th mc hi lng ca khch hng v dch v cng cao

v ngc li.

H4:Thnh phn phng tin hu hnh c mi quan h thun chiu vi s

hi lng ca khch hng, iu ngy c ngha l nu phng tin hu hnh c

khch hng nh gi cng cao th mc hi lng ca khch hng v dch v

cng cao v ngc li.

H5:Thnh phn ng cm c mi quan h thun chiu vi s hi lng ca

khch hng, iu ngy c ngha l nu s ng cm c khch hng nh gi

cng cao th mc hi lng ca khch hng v dch v cng cao v ngc li.

2.2.2. Phng php thu thp sliu

2.2.2.1. S liu th cp

D liu th cp c thu thp, x l v tng hp t cc vn kin bo co

tng kt ca BTPCT, cc thng tin t tp ch, bo, Internet c lin quan n ti.

2.2.2.2 S liu s cp

Phng vn khch hng s dng dch v chuyn pht ca BTPCT thng

qua bng cu hi.

- Phng php chn mu: Chn mu theo phng php thun tin cc

khch hng s dng dch v chuyn pht ca Bu in thnh ph Cn Th ti

cc im bu cc giao dch trn a bn qun Ninh Kiu.


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- S lng mu:

Trong nghin cu ny s lng tham s cn c lng l 20. Nu da trn

tiu chun nm mu cho mt tham s c lng th kch thc mu cn l n = 100

(20x5). Nh vy kch thc mu cn thit cho nghin cu ny c th t 100 n

150. Trong nghin cu ny, tng s mu c tin hnh thu thp ti cc Bu ccca Bu in thnh ph Cn Th l 126 mu. Qua qu trnh kim tra th c 120

mu c a vo s dng phn tch. Nh vy, kch thc mu trong nghin

cu ny l 120 mu.

- Xy dng bng cu hi

Bc 1: T c s l thuyt, cc mc hi theo thang o SERVQUAL c

a vo bng cu hi c iu chnh ph hp vi thc t ca dch v chuyn

pht.

Bc 2: Tin hnh phng vn th 10 khch hng ngu nhin kim tra

mc r rng ca bng cu hi.

Bc 3: Hon chnh bng cu hi sau khi tin hnh phng vn th. Sau ,

bng cu hi hon chnh c a vo tin hng thc hin phng vn.

2.2.3 Thang o v cc thng tin cn thu thp

2.2.3.1 Thang o Thang o Likert nm hoc by mc kt hp vi dng cu hi ng c

s dng ph bin nht trong vic o lng v thi . Vi cu tr li ca ngi tr

li di dng thang o ny, ta s thy c s hi lng ca khch hng i vi

tng kha cnh ca cht lng dch v (i vi Likert nm v by mc ). ng

thi, v thang o Likert l thang o khong nn ta c th s dng s liu thu thp

c x l, phn tch nh lng xc nh mi quan h tng quan, quan h

tuyn tnh gia cc bin ni chung, cng nh gia cc bin c lp v bin ph

thuc.

Trong nghin cu ny ti s dng thang o Likert nm mc , vi 1: Rt

khng ng , 2: Khng ng , 3: Trung lp (bnh thng), 4: ng , 5: Rt

ng .


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2.2.3.2 Cc thng tin cn thu thp

a) nh gi ca khch hng v s tin cy (RL)

Bng 2.1. nh gi ca khch hng v s tin cy (RL)

Pht biuK hiu

bin

Thang

oNhn vin Bu in thnh ph Cn Th lun thc hin

ng yu cu ca qu anh/ chRl1

Nhn vin Bu in lun quan tm n nhng tr ngi ca

qu anh/ ch trong qu trnh giao dchRl2

Bu in TP Cn Th lun cung cp dch v ng vi thi

gian chuyn pht quy nhRl3

Bu in TP Cn Th lun c gng hn ch cc sai st xy

raRl4

Likert 5

mc

b) nh gi ca khch hng v s p ng (RS)

Bng 2.2. nh gi ca khch hng v s p ng (RS)

Pht biuK hiu

bin

Thang

o

Nhn vin Bu in phc v qu anh/ ch mt cch nhanh

chngRs1

Nhn vin Bu in lun lun sn sng gip qu anh/

chRs2

Nhn vin Bu in lun dnh thi gian p ng cc

nhu cu ca anh/ ch Rs3

Nhn vin Bu in lun thng bo kp thi v qu trnh

thc hin dch vRs4

Likert 5

mc


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c) nh gi ca khch hng v nng lc phc v (AS)

Bng 2.3. nh gi ca khch hng v nng lc phc v (AS)

Pht biuK hiu

bin

Thang

o

Cch ng x ca nhn vin Bu in ngy cng to s tintng i vi anh/ch

As1

Anh/ ch cm thy an ton khi thc hin giao dch ti ccBu cc ca Bu in TP Cn Th

As2

Nhn vin Bu in lun c thi lch s nh nhn viqu anh/ ch

As3

Nhn vin Bu in lun c kin thc tr li cc cu

hi ca qu anh/ ch

As4

Likert 5

mc

d) nh gi ca khch hng v phng tin hu hnh (TA)

Bng 2.4. nh gi ca khch hng v phng tin hu hnh (TA)

Pht biuK hiu

bin

Thang

o

Cc trang thit b ca Bu in hin i Ta1

C s vt cht ca Bu in trong bt mt Ta2

Trang phc nhn vin Bu in gn gng, tm tt Ta3

Khng gian bu cc to cho qu anh/ ch cm thy d chuthoi mi

Ta4

Likert 5mc

e) nh gi ca khch hng v s ng cm (EM)

Bng 2.5. nh gi ca khch hng v S ng cm (EM)

Pht biu

K

hiubin

Thang

o

Nhn vin BTPCT th hin s quan tm n khch hng Em1

Nhn vin BTPCT lun xem li ch ca khch hng lquan trng

Em2

Nhn vin BTPCT hiu c nhu cu ca qu khch hng Em3

Gi giao dch ca BTPCT to s thoi mi cho khch hng Em4

Likert 5

mc


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Trang 39

f) nh gi ca khch hng v s hi lng v nhng thng tin chung ca

khch hng

Bng 2.6. nh gi s hi lng ca khch hng

Pht biu K hiubin

Thango

Mc hi lng ca qu anh ch v cc kha cnh ca chtlng dch v chuyn pht

SATLikert 5

mc

Bng 2.7 Thng tin chung ca khch hng

Nhn t Bin Thang o

Thng tin phn

loi khch hng

Tui, gii tnh, tnh trng hn nhn,

trnh hc vn, thu nhp

nh danh

2.2.4. Phng php phn tch

Phng php thng k m t:Phng php ny vn dng m t tng

qut v cc c im ca mu, cng nh m t v mc hi lng ca khch

hng i vi nm kha cnh ca cht lng dch v th hin thng qua bng tn

s, tn sut v gi tr trung bnh vi lch chun.

Phng php phn tch nhn t

Phn tch nhn t l tn chung ca mt nhm cc th tc c s dng ch

yu thu nh v tm tt cc d liu. Thu thp c mt s lng bin kh ln

v hu ht cc bin ny c lin h vi nhau v s lng ca chng phi c gim

bt xung n mt s lng m chng ta c th s dng c.

Trong phn tch nhn t khng c s phn bit bin ph thuc v bin c

lp. Mi quan h gia nhiu bin c xc nh v i din bi mt vi nhn t

(hay ni cch khc mt nhn t i din cho mt s bin). Phn tch nhn t cs dng trong trng hp ngi nghin cu cn nhn din mt tp hp gm mt

s lng bin mi tng i t, khng c tng quan vi nhau thay th tp hp

bin gc c tng quan vi nhau thc hin mt phn tch a bin tip theo sau

nh hi qui hay phn tch bit s.

Nu cc bin c chun ha th m hnh nhn t c th hin bng

phng trnh:

Xi= Ai1F1+ Ai2F2+ + AimFm+ ViUi


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Trong :

Xi : bin th i c chun ha

Aij: h s hi quy bi chun ha ca nhn t j i vi bin i F: cc nhn t chung

Vi: h s hi quy chun ha ca nhn t c trng i i vi bin i.

Ui: nhn t c trng ca bin i

m: s nhn t chung

Cc nhn t c trng c tng quan vi nhau v vi cc nhn t chung.

Bn thn cc nhn t chung cng c th c din t nh nhng kt hp tuyntnh ca cc bin quan st: Fi= wi1x1+ wi2x2+ + wikxk

Trong :

Fi: c lng nhn t th i

wi: trng s hay h s im nhn t

k: s bin

Phng php phn tch nhn t khm ph c ng dng xc nh ccbin i din (nhn t chung).

Bng 2.8: Cc nhm nhn t chung t m hnh l thuyt.

STT Nhn t chung K hiu

1 Thnh phn tin cy RL

2 Thnh phn p ng RS

3 Thnh phn nng lc phc v AS4 Thnh phn phng tin hu hnh TA

5 Thnh phn ng cm EM

Cc gi tr cn o lng:

1. Ma trn tng quan

2. H s ti nhn t (Factor loading)

3. KMO and Bartletts v P-value ca KMO and Bartletts


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4. Eigenvalue

Nhng nhn t no c Eigenvalue ln hn 1 mi c gi li trong m hnh

phn tch. i lng Eigenvalue i din cho lng bin thin c gii thch bi

nhn t. Nhng nhn t c Eigenvalue nh hn 1 s khng c tc dng tm tt

thng tin tt hn mt bin gc, v sau khi chun ha mi bin gc c phng sai

l 1.

Cc bin c h s truyn ti (Factor loading) nh hn 0.5 s b loi, im

dng khi Eigenvalue (i din cho phn bin thin c gii thch bi mi nhn

t) ln hn 1.

5. Tng phng sai trch/ tng bin thin c gii thch bi cc nhn t

6. Tr s ca cc nhn t hay cn gi l tr s ca cc bin tng hp 7. tin cy ca thang o (Cronbach ).

Theo Hair & ctg (1998,111), Multivariate Data Analysis, Prentice-Hall

International, Inc, Factor loading l ch tiu m bo mc ngha thit thc

ca EFA (ensuring practical significance). Factor loading > 0.3 c xem l t

c mc ti thiu, Factor loading > 0.4 c xem l quan trng, > 0.5 c xem

l c ngha thc tin. Theo Hair & ctg (1998,111) : nu chn tiu chun factor

loading > 0.3 th c mu ca bn t nht phi l 350, nu c mu ca bn khong

100 th nn chn tiu chun factor loading > 0.55, nu c mu ca bn khong 50

th Factor loading phi > 0.75.

Theo Gerbing & Anderson (1988), An Update Paradigm for Scale

Development Incorporing Unidimensionality and Its Assessments, Journal of

Marketing Research, Vol.25, 186-192 cng yu cu phng sai trch phi ln hn

hoc bng 50%.

KMO l mt ch tiu dng xem xt s thch hp ca EFA, 0.5KMO1

th phn tch nhn t l thch hp. Kim nh Bartlett xem xt gi thuyt v

tng quan gia cc bin quan st bng khng trong tng th. Nu kim nh ny

c ngha thng k (Sig < 0.05) th cc bin quan st c tng quan vi nhau

trong tng th (Trng & Ngc, 2008).

Chng ta cng s ng dng phn tch nhn t v tin cy Cronbach xc

nh cc bin i din trong cc yu t thuc v cng vic.


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Phng php phn tch hi quy:l s nghin cu mc nh hng ca

mt hay nhiu bin s (bin gii thch hay c lp: independent variables) n

mt bin s (bin kt qu hay bin ph thuc: dependent variables) nhm d bo

bin kt qu da vo cc gi tr c bit trc ca cc bin gii thch.


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Phng trnh hi qui a bin c dng:

Y = 0+ 1X1+ 2X2+ 3X3++ kXk+ ei

Trong : Y l bin ph thuc.

Xil cc bin c lp.0, 1, 2,, kl cc tham s hi qui.

Kt qu tnh ton c cc thng s c bn nh sau:

- Multiple R (Multiple correlation coefficient): h s tng quan bi. Ni ln

mi quan h cht ch gia bin ph thuc Y v cc bin c lp X.

- H s xc nh R2 (Multiple coefficient of determination): t l % bin

ng ca Y c gii thch bi cc bin Xi. - Adjusted R Square: h s xc nh iu chnh, dng trc nghim xem

c nn thm vo mt bin c lp na khng. Khi thm vo mt bin m R2tng

ln th ta quyt nh thm bin vo phng trnh hi qui.

- P value (probability value): gi tr P l mc ngha nh nht m bt

u bc b gi thuyt H0.

- Residual: phn d ca m hnh, SS (sum of squares): tng bnh phng, df: t do, Number of obs: s lng cc quan st (s lng mu)

Trong nghin cu ny s dng phng php phn tch hi quy a bin

c lng mc nh hng ca cc yu t (bin gii thch) n mc hi lng

ca khch hng (bin kt qu) vi m hnh nh sau:

SAT = B0+ B1RL + B2RS + B3AS + B4TA + B5EM

Kt hp vi l thuyt, phng php suy lun tng hp c s dng

a ra cc gii php nhm nng cao cht lng dch v v tng s tha mn ca

khch hng i vi dch v chuyn pht ca Bu in thnh ph Cn Th.


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CHNG 3

GII THIU TNG QUAN V BU IN THNH PH CN TH

3.1 GII THIU V BU IN THNH PH CN TH

3.1.1 S lc v qu trnh hnh thnh v pht trin ca Bu in thnh

ph Cn Th

Bu in tnh Hu Giang chnh thc ra i t sau ngy gii phng 30

thng 04 nm 1975, vi i ng cn b v c s thng tin lin lc khu Ty Nam

B, c s chnh quyn c bn giao li, ban u ch c 08 Bu cc ch yu.

Nm 1993, Bu in tnh Cn th c tch ra t Bu in tnh Hu

Giang, theo quyt nh ca Hi ng B trng, tch tnh Hu giang thnh hai

tnh: Cn Th v Sc Trng. Ngh quyt k hp th XX Quc hi kha VIII phn

nh a gii hnh chnh tnh Cn Th bao gm cc huyn Tht Nt, Mn,

Chu Thnh, Long M, V Thanh, Phng Hip v Thnh ph Cn Th .

Nm 2003, c Quc Hi kho XI, k hp th IV chun y thng qua

ngh quyt s 22/2003/QH11 ngy 26/11/2003. Tch tnh Cn Th thnh hai n

v hnh chnh mi: Thnh ph Cn Th v tnh Hu Giang v chnh thc i vo

hot ng ngy 01/01/2004, theo Thnh ph Cn Th gm c cc Qun: QunNinh Kiu, Ci Rng, Bnh Thy, Mn; cc huyn: Phong in, C , Tht

Nt, Vnh Thnh.

u nm 2005, thc hin theo m hnh chia tch Bu chnh Vin thng,

Tp on Bu chnh Vin thng Vit Nam chia tch Bu in tnh Cn Th trc

y thnh hai n v mi: Bu in Thnh ph Cn Th v Vin thng Cn Th -

Hu Giang.

Theo quyt nh s 537/Q-TCCB-HQT ngy 06/12/2008 ca Tp on

Bu chnh Vin thng Vit Nam, v vic Thnh lp Bu in thnh ph Cn Th

n v thnh vin ca Tng Cng ty Bu chnh Vit Nam. n nay, Bu in

thnh ph Cn Th i vo hot ng n nh di s hng dn, u t i

mi cng ngh ca Tng Cng ty Bu chnh Vit nam. Tr s chnh ca Bu in

Cn Th nm trn s 2 i l Ha Bnh, trung tm Thnh ph Cn Th.


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Qua hn 30 nm xy dng v khng ngng pht trin, n nay Bu in

thnh ph Cn Th hon thin v mi mt, mng li Bu chnh khng ngng

pht trin v rng khp, t c s vt cht ban u vi 01 tng i Pentaconta ca

ch c li vi 1200 s, c s vt cht ngho nn lc hu, i ng cn b hu

ht cha qua o to, n nay mng thng tin Bu chnh n vi tng p x,

vng su vng xa, nhn dn trong thnh ph, trong qun huyn, x u c bo

ng, bo a phng. T 08 im phc v ban u, nay trn mng c 325

im phc v cc loi, tt c hot ng vi nhng phng tin thng tin hin i,

lin lc nhanh chng chnh xc vi tt c cc a phng trong c nc v quc

t.

Qua hn 30 nm xy dng v pht trin Bu in thnh ph Cn Thxng ng l l c u trong mi phong tro thi ua i mi v khng ngng pht

trin lin tc hng nm Bu in thnh ph Cn Th u hon thnh xut sc

nhim v k hoch c giao v l mt n v dn u v hot ng sn xut kinh

doanh c li ti khu vc ng bng sng Cu Long trong ngnh Bu chnh.

3.1.2 Chc nng, nhim v

- Thit lp, qun l, khai thc v pht trin mng bu chnh cng cng trn

a bn thnh ph, t chc khai thc, vn chuyn bu gi lin tnh v quc t.

- Cung cp cc dch v bu chnh cng ch theo quy hoch, k hoch pht

trin bu chnh ca Tng cng ty v nhng nhim v cng ch khc do Tng cng

ty giao hoc c quan nh nc c thm quyn yu cu.

- Kinh doanh cc dch v bu chnh dnh ring theo quy nh ca Tng

cng ty v c quan nh nc c thm quyn.

- Kinh doanh cc dch v bu chnh, chuyn pht, pht hnh bo ch, ti

chnh, ngn hng trong v ngoi nc trn a bn thnh ph.

- Hp tc vi cc doanh nghip vin thng cung cp, kinh doanh cc dch

v vin thng, cng ngh thng tin trn a bn thnh ph.

- T vn, nghin cu, o to v ng dng tin b khoa hc k thut trong

lnh vc bu chnh, chuyn pht.

- T chc kinh doanh cc ngnh ngh khch theo quy nh ca php lut

v c Tng cng ty cho php.


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3.1.3 C cu t chc ca Bu in Cn Th

* Ban lnh o ca Bu in Cn Th:

- Gim c

- Ph gim c

- ng u

- Cng on

* Khi qun l chuyn mn nghip v:

- Phng K ton thng k ti chnh

- Phng K hoch u T

- Phng Kinh doanh tip th

- Phng T chc hnh chnh- Phng Nghip V

* Khi cc n v sn xut:

- Trung tm Datapost Cn Th

- Trung tm Khai thc & Vn chuyn

- Bu in Trung tm Ninh Kiu

- Bu in Trung tm Mn

- Bu in Trung tm Tht Nt

* Cc n v trc thuc: Bao gm cc Bu cc Qun Huyn, cc im

Vn Ha X trn a bn Thnh Ph Cn Th


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Hnh 3.1: S b my t chc ca Bu in TP Cn Th

(Ngun: Bu in thnh ph Cn Th)

Bu in thnh ph Cn Th l mt trong nhng n v u tin c Tp

on bu chnh vin thng Vit Nam chn lm th im thc hin m hnh chia

tch Bu chnh Vin thng vo u nm 2005. Ngay t u mi thnh lp, Bu

in thnh ph Cn Th nhanh chng t ra mc tiu l sm sp xp n nh b

my t chc ca n v, nhanh chng i vo hot ng sn xut. Vi m hnh t

chc hot ng l: c 05 Phng qun chc nng (Phng KTTK-TC, Phng

KDTT, Phng KHT, Phng TCHC, Phng Nghip V), 05 n v sn xut trc

thuc c t cch php nhn (Trung tm Datapost Cn Th, Bu in Trung tmNinh Kiu, Bu in Trung tm Mn, Bu in Trung tm Tht Nt) v cc

n v trc thuc (bao gm cc Bu cc Qun Huyn, cc im Vn Ha X trn

a bn thnh ph Cn Th) hot ng theo hnh thc bo s. Vi m hnh ny s

iu hnh hot ng ca BTPCT v cc phng ban n cc n v c s rt su

st, ch o v gii quyt kp thi cc vng mc kh khn hot ng sn xut

kinh doanh, phc v khch hng c hiu qu.

3.1.4 Lnh vc kinh doanh ca Bu in Cn Th

BU IN THNH PH CNTH

PHNGKTTK-T

PHNGKH-T

PHNGNGHIP

PHNGKDTT

PHNGTCHC

TTDATAPOST

TTKT&VC

BTTTHT

BTTNINH

BTT MN


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3.1.4.1 Dch v Bu chnh cng ch

* Bu chnh :

- Th thng trong nc c khi lng n 2 kg

- Th thng quc t c khi lng n 2 kg

* Pht hnh bo ch:

- Bo Nhn dn.

- Bo Qun i nhn dn

- Bo ch do ng b cc tnh, thnh ph trc thuc trung ng xut bn.

3.1.4.2 Dch v bu chnh kinh doanh

* Dch v bu chnh theo tng cng ty bu chnh Vit Nam

- Tem chi - Bu kin ni tnh- i phiu tr li quc t - Bu kin lin tnh

- Bu phm thng trong nc - Bu kin quc t

(tr th thng cng ch) - Bu kin khai gi

- Bu phm thng quc t - Bu chnh u thc ni tnh

(tr th thng cng ch) - Bu chnh u thc lin tnh

- Bu phm ghi s TN, QT - Bu chnh u thc quc t

- Bu phm khai gi - Bu chnh u thc khai gi

- Bu phm Datapost - Thu bao hp th

- Bu phm khng a ch - Cp mi v i h chiu

- Ti M, ti qun bu - Cc xut trnh hi quan

- Thu khc v bu chnh - Thu thanh ton quc t v BP, BK

* Pht hnh bo ch kinh doanh :

- Bo ch trung ng (tr bo cng ch)

- Bo ch a phng (tr bo cng ch)

- Bo ch nhp khu

- Bo ch kinh doanh khc (ngoi danh mc)

- Thu khc v pht hnh bo ch kinh doanh

* Dch v ti chnh bu chnh :

- Th chuyn tin v in chuyn tin trong nc

- Th chuyn tin quc t


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- Chuyn tin nhanh trong nc, quc t

- in hoa

- Bu phm - Bu kin COD

- Bu chnh u thc COD

- Tit kim bu in

- Thu thanh ton quc t v ngn v

- Thu khc v ti chnh bu chnh

3.1.4.3 i l cc dch v

* i l dch v bu chnh: i l chuyn pht nhanh TN (chuyn pht

nhanh ni tnh, lin tnh, quc t), i l chuyn pht nhanh nc ngoi.

* Dch v vin thng:- i l cho VNPT v cho cc doanh nghip

+ i l bn th

+ i l dch v ha mng, C thu bao

+ i l thu cc thu bao

+ Cc dch v vin thng ti GD

+ Cc dch v vin thng khc

* i l dch v ti chnh :

- i l dch v bo him nhn th (Prevoir)

- i l dch v ti chnh khc

3.1.4.4 Dch v khc:

- Bn hng ha

- Pht qu tng

- Cho thu ti sn

- Treo bin qung co

- Kinh doanh taxi bu chnh

- Cc dch v khc

3.1.5 Thc trng hot ng sn xut ca Bu in thnh ph Cn Th

3.1.5.1 C s vt cht

Bu in thnh ph Cn Th nm v tr ng bng sng Cu Long l

mt trung tm u mi ca cc Bu in khu vc min Ty. Tp trung s pht


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trin vo lnh vc Bu chnh kh ln so vi nhng nm trc y: Bu in

Thnh ph c trang b c s vt cht k thut, phng tin vn chuyn chuyn

dng tng bc a bu chnh pht trin c v 03 phng din: Tiu chun -

Tc - Tin hc.

Cc bu cc c u t, nng cp, m rng mt bng giao dch, a dng

ha cc loi hnh dch v nhm phc v tt khch hng, hot ng sn xut kinh

doanh c hiu qu. Nhn chung mng bu cc n nh, cng tc pht trin bu

cc kh tt, mnh dn chuyn i hnh thc cc im phc v, nh vic

chuyn i cc Bu cc cp 3 hot ng doanh thu khng cao sang cc im Bu

in vn ho x, va tit kim lao ng, chi ph tin lng va m bo cc im

phc v vn tn ti.Qua thng k s lng cc im LB t nm 2007 n nay c chiu

hng gim, y l vn chung ca ton quc, do chnh sch hoa hng cho cc

im LB cn thp, cc mng thng tin di ng pht trin mnh do khch

hng s dng thng tin ti cc im LB gim st rt nhiu, hoa hng khng

ng k, ch LB la chn hnh thc kinh doanh khc thay th cho vic lm

LB vi Bu in.


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Bng 3.1: Bng thng k s lng cc im phc v

Nm 2005 2006 2007 2008 2009 2010

Bu cc cp 1 1 1 1 1 1 1

Bu cc cp 2 4 4 4 4 4 4

Bu cc cp 3 25 28 27 25 23 19

im BVHX 36 44 44 47 48 49

LB 233 264 260 244 179 120

H 1 1 1 1 0 0 0

KTVC 1 1 1 1 1 1

TT Datapost 0 0 1 1 1 1


Mng vn chuyn th bo gm 03 cp:

- Mng cp I: T thnh ph H Ch Minh n thnh ph Cn Th c chiu

di l 168 km, c 02 chuyn giao nhn mi ngy.

T thnh ph Cn Th n cc tnh Vnh Long, Tr Vinh, Sc Trng, Bc

Liu, C Mau, Hu Giang, An Giang, Kin Giang, c 02 chuyn giao nhn mi

ngy.- Mng cp II: c 03 tuyn, c thc hin mi ngy 02 chuyn, bng xe

chuyn ngnh.

- Mng cp III: Tng s tuyn ng th cp 3 c 48 tuyn; trong : t,

xe my: 47 tuyn, xe p: 01 tuyn. Tng chiu di ng th l: 528,4 km; trong

: t -xe my: 522,4 km, xe p: 06 km.

Ni chung, cc cng c v trang thit b trn ton mng c Bu in Cn

Th trang b u t ng b ng theo tiu chun quy nh ca Ngnh, p ng

tt cc yu cu phc v cho khai thc cc dch v Bu chnh. Cc cng c, trang

thit b phc v cho khai thc bu chnh hin nay ng dng cc cng ngh tin

tin v tng bc t ng ha.

Tuy nhin, do lnh vc Bu chnh mi u chia tch nn vic u t cc c

s vt cht phi mang tnh chn la, hiu qu, u t tng giai on.


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Bng 3.2: Bng thng k cc c s vt cht (12/2010)

STT Tn Thit b VT S lng

1 H thng my in dch v Datapost My 02

2 H thng my lng ghp dch v Datapost My 02

3 H thng my lm phong b My 01

4 Xe t chuyn dng Chic 30

5 Cn in t cc loi Ci 75

6 My in cc thay tem Ci 31

7 My xa tem Ci 04

8 My tnh (my ch) theo di cc dch v Ci 07

9 My tnh phc v cung cp dch v BC Ci 170

10 My tnh phc v cung cp Internet Ci 452


3.1.5.2 V nhn s

Trong nhng nm gn y, vi ch trng tinh gn s lng lao ng theo

hng tin hc ha v t ng ha, lc lng lao ng Bu in thnh ph Cn

Th c s thay i. Nm 2008, tng s lao ng l 421 ngi; n nay cn 352ngi. Tnh n thi im cui thng 12 nm 2010, Bu in thnh ph Cn Th

c tt c 352 cn b trong khi vn phng c 46 ngi v cc n v sn xut

l 306 ngi.

a s lc lng lao ng l n gii (chim 65,34% trn tng s lao ng).

Hin tng ph hp vi c th ngh nghip ca ngnh bu in.

i ng cn b, cng nhn vin hu ht qua o to ngh v c trnh

ph hp vi cng vic ang m trch. Trong 352 lao ng, 120 ngi c trnh

i hc, 7 ngi c trnh cao ng, 65 ngi c trnh trung cp, 133 ngi

trnh s cp v 27 ngi c bi dng ngn hn ti cc trng nghip v

Bu in.


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Bng 3.3: Lc lng lao ng (12/2010)

TT n vS lng

(ngi)

T trng

(%)

Gii tnh

Nam N

I Khi Vn phng BTP 46 13,1 25 21

1 Ban Lnh o + U + C 4 1,1 3 1

2 Phng T chc - Hnh chnh 13 3,7 6 7

3 Phng KTTK TC 10 2,8 4 6

4 Phng K hoch - u t 6 1,7 5 1

5 Phng Nghip V 8 2,3 4 4

6 Phng Kinh doanh Tip th 5 1,4 3 2

II Cc n v sn xut 306 86,9 97 209

1 Trung tm Khai thc & vn chuyn 86 24,4 49 37

2 Trung tm Datapost Cn Th 26 7,4 14 12

3 Bu in TT Ninh Kiu 107 30,4 13 94

4 Bu in TT Mn 45 12,8 9 36

5 Bu in TT Tht Nt 42 11,9 12 30

TNG CNG 352 100 122 230


Tuy nhin, t duy bao cp, c quyn cn n su trong i ng cn b

cng nhn vin ngnh bu in nn vic chuyn i ng li pht trin ca

doanh nghip cng nh vic tip cn vi quy trnh mi, cng ngh mi s gp

nhng kh khn nht nh.3.1.5.3 Kt qu sn xut kinh doanh trong giai on nm 2005 -2010

Bu in thnh ph Cn Th l mt trong nhng n v ln trong ngnh

Bu chnh thuc Tng cng ty Bu chnh Vit Nam, v l trung tm u mi ca

cc tnh ng bng sng Cu Long, c mi quan h rng ri vi mt s tnh

thnh trong dy chuyn sn xut, lm nhim v trung tm khai thc, chia chn,

vn chuyn, trung chuyn cho cc tnh, cc qun huyn trong thnh ph, c nh


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hng n ton b qu trnh sn xut, dy chuyn sn xut cc bu in tnh

thnh trong khu vc Ty Nam B.

Lin tc t nm 2005 n 2010, Bu in thnh ph Cn Th hon thnh

vt ch tiu k hoch, bo m doanh thu v mc tng trng doanh thu ca

nm sau cao hn nm trc.

+ Nm 2005, doanh thu bu chnh - vin thng l 58 t 694 triu ng, t

122,25% ch tiu k hoch, tng 27,7% so thc hin nm 2004.

+ Nm 2006 thc hin c 60 t 030 triu ng, t 107,95% ch tiu k

hoch, tng 2,28% so thc hin nm 2005.

+ Nm 2007 thc hin c 81 t 684 triu ng, t 119,54% ch tiu k

hoch, tng 36,07% so thc hin nm 2006.+ Nm 2008 thc hin c 122 t 329 triu ng, t 107,92% k hoch,

tng 49,76% so thc hin nm 2007.

+ Doanh thu nm 2009 l 123 t ng, t 119,33% so vi k hoch; nm

2010 thc hin c 140 t 913 triu ng, tng 15,78% so vi nm 2009.

Bng 3.4: T l tng doanh thu giai on t nm 2005 n 2010

Nm

Doanh thu

(triu ng)

T l tng

doanh thu (%)

K hoch

(triu ng)

Chnh lch so vi

k hoch (%)

2005 58.694 - 48.011 122,25

2006 60.030 2,28 55.609 107,95

2007 81.684 36,07 68.332 119,54

2008 122.329 49,76 113.351 107,92

2009 123.000 0,21 103.076 119,33

2010 140.913 15,78 - -(Ngun: Bu in thnh ph Cn Th)

Kt qu t c ca Bu in thnh ph Cn Th trong nhng nm qua l

ng khch l trong iu kin th trng bu chnh vin thng cnh tranh gay gt.

Cc lnh vc hot ng ca Bu in thnh ph Cn Th ang tng bc c

m rng.


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Bng 3.5: Sn lng doanh thu mt s dch v trng tm

Dch v n v

Nm

2008

Nm

2009

Nm

2010

Bu kin trong & ngoi nc Ci 14.164 16.697 17.956

BCUT trong nc Kg 71.117 80.379 75.781

Vexpress ni tnh Kg - 21.127 32.361

Vexpress lin tnh Ci - 89.120 181.096

EMS trong nc Ci 318.055 189.957 167.765

EMS quc t Ci 7.720 3.269 4.654

Bo cc loi T, cun

4.093.27

5

12.025.50

8 11.754.529L bo him Bu in (PTI) Hp ng 110 2.518 3.080

L Thu cc TB in thoi Ha n

1.456.63

1 144.964 137.086

L Th di ng Ci 4.480 697.982 606.383

Truy cp Internet Triu ng 62 463 2.102

DVVT ti im cng cng Triu ng 89.869 78.949 3.786

Kinh doanh bt ng sn Triu ng 1.446 3.318 4.263

Dch v vn chuyn Triu ng 17 947 2.047

Bn sn phm, hng ha Triu ng 3.667 3.269 4.726

Datapost Triu ng 6.196 10.180 12.482


Qua bng 3.5 cho ta thy, sn lng doanh thu ca Bu in thnh ph

Cn Th trn mt s dch v trng tm c s tng trng. Tng trng mnh nht

l Vexpress, EMS trong nc, dch v vn chuyn v Datapost. Mt s dch v

nh: kinh doanh bt ng sn, bn hng ho cng c s gia tng v doanh thu

nhng nhn chung cha cao v n nh.

Sn lng doanh thu ca mt s dch v c chiu hng gim do nhiu

nguyn nhn nh: s chia tch bu chnh v vin thng trong giai on u, chu


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p lc cnh tranh t cc doanh nghip t nhn, hoc do khch hng khng cn hi

lng vi dch v m bu in cung cp.


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3.2 VAI TR CA KHCH HNG TRONG HOT NG KINH DOANH

CA BU IN THNH PH CN TH

Trong nhng nm qua, Bu in thnh ph Cn Th c nhng chnh sch

i vi khch hng nh:

* Thit lp c s d liu v ton b cc khch hng thng xuyn s

dng dch v bu chnh ca n v, phn loi khch hng theo mc s dng

dch v (sn lng, doanh thu). T c cc chnh sch tip th, khuyn mi,

chm sc khch hng ph hp trn c s hng dn ca Tng cng ty.

* T chc s in thoi bn hng, chm sc khch hng v thng bo ln

phng tin truyn thng, thng bo cho khch hng trong qu trnh tip th

thun tin cho khch hng khi c nhu cu s dng dch v hoc mun tm hiuthng tin v dch v bu chnh.

* Thng xuyn lin h vi cc khch hng ln, khch hng s dng dch

v thng xuyn nm bt nhu cu, mong mun ca khch hng, x l kp thi

cc nhu cu pht sinh mi ca khch hng. Thng tin cho khch hng cc sn

phm, dch v mi, cc chnh sch chm sc khch hng ca n v.

* Thc hin trch thng cho cc khch hng ln cc dch v bu chnh,

ngoi hnh thc trch thng cn c chnh sch cng thm nh: min ph dch v

nhn gi ti a ch khch hng, gi bc, ghi a ch,, tng qu cho khch hng

ln nhn ngy k nim, ngy l, t chc hi ngh khch hng cui nm.

nh gi chung nhng chnh sch Bu in thnh ph Cn Th a ra:

Nhng chnh sch ca bu in a ra cho thy y l mt im mi trong hot

ng kinh doanh ca Bu in Cn Th. Tuy nhin thc t cc chnh sch ny

vn cha c ch trng nhiu. Khch hng vn cha c doanh nghip quan

tm mt cch ng mc. D liu khch hng cho n thi im ny vn cn rt s

si, mc cp nht thp t s lin h gia daonh nghip v khch hng vn

cha c khng nh. Chnh sch trch thng vn cha hp l, cha phn bit

tch bch gia khch hng thng v khch hng ln. Bu in thnh ph Cn

Th cn phi n lc hn na thc hin tt nhng chnh sch trn.


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CHNG 4

PHN TCH KT QU NGHIN CU

4.1. NHNG THNG TIN CHUNG V MU S LIU

4.1.1. Gii tnh

Bng 4.1: Thng tin v gii tnh

Gii tnh Tn s T l %

Nam 66 55

N 54 45

Tng 120 100

(Ngun: Kho st thc t, thng 10-2011)

Sau khi phng vn ngu nhin 120 khch hng s dng dch v

chuyn pht ti cc im bu cc ca Bu in TP. Cn Th trn a bn qun

Ninh Kiu ta nhn thy rng i tng nghin cu gia nam v n chim t l

tng i ngang nhau, nam chim 55% v n chim 45%. iu ny cho thy

rng: khng c s phn bit ln gia gii tnh ca cc i tng nghin cu.

4.1.2. Nhm tuiBng 4.2: Thng tin v nhm tui

Nhm tui Tn s T l %

45 2 2,5

Tng 120 100


Dch v chuyn pht bu phm l dch v rt ph bin trong x hi, ai

cng c th c nhu cu gi nhng vt phm cho bn b hay ngi thn m khng

phi mt qu nhiu cng sc cng nh chi ph m vn m bo ng ni v ng

lc. Da vo bng 4.2, ta nhn thy rng i tng nghin cu a s ri vo


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tui t 25 31 chim 45%, k n l tui di 25 chim 40%. Ta thy, c ti

85% khch hng s dng dch v chuyn pht ca bu in thnh ph Cn Th

tui di 31 tui. Ch 2,5% lng khch tui 39 tr ln, s cn li

tui t 32 38 tui (12,5%). Tm li c th nhn thy khch hng ca bu in

thnh ph Cn Th l rt a dng v nhiu tui khc nhau.

4.1.3. Tnh trng hn nhn

Bng 4.3: Thng tin v tnh trng hn nhn

Tnh trng

hn nhnTn s T l %

c thn 84 70

C gia nh 36 30Tng 120 100


Qua bng 4.3, ta thy a phn khch hng n giao dch ti bu in l

nhng ngi cha lp gia nh chim 70%, iu ny phn nh ng thc trng

ca khch hng ti BTPCT do tui ca h tng i tr (t di 25 tui n 31

tui).

4.1.4. V trnh hc vn v thu nhp

Bng 4.4: Mi quan h gia trnh hc vn v thu nhp ca khch hng

Trnh hc vn

Thu nhp ca khch hng

(triu ng/ thng)

< 2 2 - 4 4 - 7 > 7

Tng T l

Ph thng tr xung 1 4 4 0 4 3

S cp, trung cp, cao ng 14 33 33 2 33 27

i hc 18 68 68 10 68 57

Sau i hc 0 15 15 3 15 13

Tng 33 37 35 15 120

T l (%) 27,5 30 30 12,5 100



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Qua vic x l s liu v mi quan h gia thu nhp v trnh hc vn

ca khch hng (Bng 4.4): Ta nhn thy trnh hc vn ca khch hng a

dng nhiu mc khc nhau. Tuy nhin, s p vin c trnh i hc chim

phn a s vi 57% trn tng s, xp v tr th hai l mc s cp, trung cp v

cao ng chim 27%, ring mc sau i hc l 13% v mc thp nht l trnh

ph thng tr xung 3%.

Qua Bng 4.4, ta nhn thy cc khch hng n giao dch ti bu in c

nhiu mc thu nhp khc nhau. Tuy nhin c 2 mc thu nhp chim a s. l

mc t 2 n 4 triu ng/ thng (30%) v mc t 4 n 7 triu ng/ thng

(cng chim 30%). K n l mc thu nhp di 2 triu ng/ thng (27.5%) v

12.5% cn li ri vo i trng khch hng c thu nhp hng thng mc trn 7triu.

4.2. NH GI S HI LNG CA KHCH HNG I VI

CHT LNG DCH V CHUYN PHT CA BU IN THNH

PH CN TH

nh gi cc yu t ang phn tch, ti s dng im trung bnh

trong cc bng chy s liu SPSS c trnh by phn ph lc chnh. V sdng thang o Likert vi 5 mc nh gi cc im trong phn tch.

Gi tr khong cch = (Maximum Minximum)/n = 0.8

Gi tr trung bnh t im tng ng vi cc mc hi lng nh sau:

1,00 1,80 : Rt khng hi lng

1,81 2,60 : Khng hi lng

2,61 3,40 : Trung ha

3,41 4,20 : Hi lng

4,21 5,00: Rt hi lng


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4.2.1. Mc hi lng ca khch hng v cht lng dch v chuyn

pht ca bu in thnh ph Cn Th

4.2.1.1. Thnh phn s tin cy (RL)

Bng 4.5: nh gi ca khch hng v s tin cy

TT Bin Ni dungT l khch hng

tha mn (%)Trungbnh

Kt qu

1 Rl1 Thc hin ng yu cu 89,2 4,03 Rt tt

2 Rl2Quan tm n nhng trngi ca khch hngtrong qu trnh giao dch

60,0 3,68 Tt

3 Rl3 Cung cp dch v ngvi thi gian quy nh

69,1 3,78 Tt

4 Rl4Hn ch cc sai st xyra

71,7 3,77 Tt

(Ngun: Kho st thc t, thng 10- 2011)

S tin cy, th hin qua lng tin ca khch hng vo uy tn ca bu in,

nhn vin bu in thc hin ng yu cu, quan tm n tr ngi ca khch

hng, thc hin dch v ng thi gian quy nh v hn ch cc sai st xy ra

trong qu trnh thc hin dch v. Trong m hnh nghin cu s tin cy c

khch hng nh gi cng nhiu th s tha mn ca khch hng cng cao v

ngc li. Hay ni cch khc phn tin cy v s tha mn ca khch hng c quan

h cng chiu.

Qua bng 4.5, cho ta thy kt qu nghin cu nhn chung khch hng rt

hi lng vi yu t tin cy, hay lng tin ca khch hng vo uy tn ca bu in.Thc t cho thy nim tin ca khch hng vo uy tn, danh ting ca bu in

cng c nh hng ln n vic s dng dch v ti bu in. Bu in thnh ph

Cn Th l mt trong nhng n v lun i u trong cng tc phc v khch

hng. V th a s ngi dn trn a bn u tin tng vo uy tn cng nh danh

ting hin ti ca bu in thnh ph Cn Th. Trong cc bin quan st ca thnh

phn s tin cy th khch hng nh gi cao nht bin quan st: Nhn vin Bu

in thnh ph Cn Th lun thc hin ng yu cu ca khch hng, vi t l l


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89,2% trong tng s cc p vin. V thp nht l 60% khch hng cho rng nhn

vin bu in tht s quan tm n nhng tr ngi ca h.

4.2.1.2. Thnh phn s p ng (RS)

Bng 4.6: nh gi ca khch hng v s p ng


tha mn (%)

Trung

bnhKt qu

1 Rs1 Phc v nhanh chng 72,5 3,84 Tt

2 Rs2 Sn sng gip 65,9 3,72 Tt

3 Rs3Lun dnh thi gian

p ng yu cu ca bn

50,8 3,47 Tt

4 Rs4Thng bo kp thi vqu trnh thc hin dchv

71,7 3,74 Tt

(Ngun: Kho st thc t, thng 10 - 2011)

S p ng th hin qua s phc v nhanh chng thc hin giao dch, s

sn sng gip v dnh thi gian p ng yu cu ca khch hng, s thng

bo kp thi trong qu trnh thc hin dch v.

Qua bng 4.6 ta thy, khch hng nh gi cao nht khu nhn vin bu

in phc v mt cch nhanh chng, vi 72,5% s p vin hi lng v rt hi

lng. K n l 71.7% nh gi nhn vin bu in thng bo kp thi v qu

trnh thc hin dch v. K n l 65,9% nh gi s sn sng gip khch hng

ca bu in v thp nht l 50,8% nh gi s dnh thi gi p ng yu cu

ca khch hng ca bu in. So vi nhu cu th s p ng ca bu in nkhch hng l rt cao, tuy nhin cn ci thin nhiu hn na trong thi gian ti

nht l khu nhn vin bu in lun dnh thi gian p ng yu cu ca

khch hng.

4.2.1.3. Thnh phn Nng lc phc v (AS)

Nng lc phc v th hin qua cch ng x ca nhn vin bu in to s

tin tng cho khch hng, thi lch s nh nhn ca nhn vin bu in, s an


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ton khi thc hin giao dch v kin thc tr li cc cu hi t khch hng ca

nhn vin bu in.


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Bng 4.7: nh gi ca khch hng v nng lc phc v


tha mn (%)

Trung

bnhKt qu

1 As1 Cch ng x to nim tin 65,0 3,72 Tt

2 As2An ton khi thc hin giaodch

90,8 4,13 Tt

3 As3 Lch s nh nhn 77,5 3,92 Tt

4 As4C kin thc tr li cccu hi ca bn

60,0 3,67 Tt

(Ngun: Kho st thc t, thng 10 - 2011)

Qua bng phn tch trn cho thy khch hng nh gi chung v nng lc

phc v ca nhn vin bu in thnh ph Cn Th mc rt hi lng. iu

ny cho thy ngun nhn lc phc v cho dch v chuyn pht bu phm ti bu

in thnh ph Cn Th l rt tt. iu ny cng ph hp bi l bu in thnh

ph Cn Th c mt i ng nhn vin tr trung nng ng, ham hc hi, cng

nh lng yu ngh ca cc nhn vin c thm nin. Nh vy, bu in thnh ph

Cn Th cn tn dng li th ny ca nhn vin mnh tip cn khch hng

nhiu hn na v khuyn khch h s dng cng nhiu dch v chuyn pht bu

phm ni ring v tt c cc dch v khc ni chung.

Qua bng 4.7, v nng lc phc v ta nhn thy rng khch hng nh gi

cao nht l s an ton khi thc hin giao dch ti bu in thnh ph Cn Th vi

90,8% khch hng hi lng v rt hi lng v nh gi thp nht ca khch hng

v thnh phn nng lc phc v l vn v kin thc tr li cc nghi vn t pha

khch hng ca nhn vin bu in.

4.2.1.4. Thnh phn Phng tin hu hnh (TA)

Th hin qua v tr ca bu in, cc trang thit b ca bu in c hin i

hay khng, c s vt cht ca bu in nh th no, khng gian bu in c to

s thoi mi cho khch hng n giao

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