B GIO DC V O TO TRNG I HC KINH T THNH PH H CH MINH*********

NGUYN TH TUYT HN

O LNG MC HI LNG KHCH HNG V DCH V GIAO NHN HNG KHNG TI CNG TY C PHN GIAO NHN VN TI V THNG MI VINALINK

LUN VN THC S KINH T

TP. H CH MINH NM 2008

B GIO DC V O TO TRNG I HC KINH T THNH PH H CH MINH*********

NGUYN TH TUYT HN

O LNG MC HI LNG KHCH HNG V DCH V GIAO NHN HNG KHNG TI CNG TY C PHN GIAO NHN VN TI V THNG MI VINALINK

CHUYN NGNH: QUN TR KINH DOANH M S : 60.34.05

LUN VN THC S KINH T

NGI HNG DN KHOA HC: TS. NGUYN HU LAM

TP. H CH MINH NM 2008

LI CAM OAN*********

Lun vn Thc s Kinh t vi ti: o lng mc hi lng khch hng v dch v giao nhn hng khng ti Cng ty C phn Giao nhn Vn ti v Thng mi Vinalink l cng trnh do chnh bn thn ti nghin cu. Ti xin hon ton chu trch nhim v ni dung v tnh trung thc ca ti nghin cu ny. Tc gi

Nguyn Th Tuyt Hn

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MC LC Trang Li cam oan Mc lc Danh mc ch vit tt Danh mc bng Danh mc hnh CHNG I: GII THIU .............................................................................1 1.1 Trnh by vn nghin cu........................................................................1 1.2 Mc tiu nghin cu.....................................................................................3 1.3 Phm vi v phng php nghin cu...........................................................3 1.3.1 Phm vi nghin cu ........................................................................3 1.3.2 Phng php nghin cu ................................................................4 1.4 ngha thc tin ca nghin cu ................................................................4 1.5 Kt cu ca lun vn ....................................................................................6 CHNG 2. TNG QUAN L THUYT ...................................................7 2.1 Tng quan l thuyt v s hi lng ca khch hng trong dch v .............7 2.1.1 nh ngha v dch v.....................................................................7 2.1.2 nh ngha s hi lng khch hng v ti sao phi lm hi lng khch hng.....................................................................................9 2.1.3 S cn thit ca o lng nhu cu v tha mn khch hng........10 2.1.4 Cc m hnh o lng tha mn khch hng trong dch v.........12 2.2 Tng quan l thuyt v giao nhn hng khng ..........................................21 2.2.1 Nh giao nhn hng khng ..........................................................22 2.2.2 c im ca vn ti hng khng................................................23 2.2.3 C s vt cht k thut ca vn ti hng khng ..........................24 2.2.4 Hng ho thng c vn chuyn bng ng hng khng .....24 2.2.5 Cc yu t nh hng n s hi lng khch hng v dch v vn chuyn hng khng ........................................................................24

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CHNG 3. PHNG PHP V KT QU NGHIN CU ...............26 3.1 Nghin cu nh tnh..................................................................................27 3.1.1 Thit k nghin cu nh tnh .......................................................27 3.1.2 iu chnh thang o......................................................................29 3.2 Nghin cu nh lng...............................................................................32 3.2.1 Thit k nghin cu nh lng....................................................32 3.2.2 M t mu .....................................................................................35 3.2.3 Kt qu kim nh thang o..........................................................38 CHNG 4: KT QU V BIN LUN..................................................43 4.1 Mi yu t c khch hng nh gi quan trng nht ..........................44 4.2 Mi yu t khch hng t hi lng nht ...................................................46 4.3 Mi yu t c khong cch ln nht gia im s tm quan trng v im s hi lng ...............................................................................................48 4.4 Phn tch cc yu t theo ma trn nh gi mc tha mn v tm quan trng (Hnh 4.4)................................................................................................50 4.5 Phn tch cc yu t theo tng nhn t ......................................................52 4.5.1 V nhn t p ng .................................................................52 4.5.2 V nhn t chuyn nghip ......................................................59 4.5.3 V nhn t tn tm ..................................................................66 4.5.4 V nhn t hu hnh ...............................................................67 4.6 nh hng ca cc bin nh tnh n cc yu t nm trong vng II v vng III Khu vc cn ci tin ca Ma trn nh gi mc tha mn v tm quan trng (Hnh 4.4) .......................................................................................70 4.6.1 nh hng ca bin nh tnh Loi hnh cng ty n cc yu t cn ci tin ca Ma trn nh gi mc tha mn v tm quan trng (Hnh 4.4) ...........................................................................70 4.6.2 nh hng ca bin nh tnh Mc trng lng n cc yu t cn ci tin ca Ma trn nh gi mc tha mn v tm quan trng (Hnh 4.4) ...........................................................................71

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4.6.3 nh hng ca bin Mc thng xuyn n cc yu t cn ci tin ca Ma trn nh gi mc tha mn v tm quan trng (Hnh 4.4).....................................................................................71 4.6.4 nh hng ca bin Ni n i vi cc yu t cn ci tin ca Ma trn nh gi mc tha mn v tm quan trng (Hnh 4.4)72 CHNG 5: GII PHP V KT LUN ................................................73 5.1 Nhm gii php u tin 1...........................................................................73 5.1.1 V vic cung cp chng t nhanh chng chnh xc(Yu t 9).....73 5.1.2 V mc tiu khng sai st (Yu t 14) .........................................74 5.1.3 Dch v c thc hin ng nh tha thun/ gii thiu (Yu t 7) v Gii quyt vn / khiu ni (Yu t 10) .......................75 5.1.4 V mc cnh tranh ca ph dch v (Yu t 05)......................77 5.1.5 V cht lng i l (Yu t 06) ..................................................78 5.2 Nhm gii php u tin 2...........................................................................79 5.2.1 V thng bo vn pht sinh (Yu t 11) ..................................79 5.2.2 V tr li tha ng cc cu hi/ yu cu ca khch hng (Yu t 12) ................................................................................................79 5.2.3 V phc v chu o ma cao im (Yu t 13) ...........................81 5.2.4 V cng ngh (Yu t 20).............................................................81 5.2.5 V thng hiu (Yu t 21) ..........................................................82 5.3 Kt lun ......................................................................................................82 Ti liu tham kho Ph lc

DANH MC CH VIT TT IATA: ISO: International Air Transport Association (Hip hi vn ti hng khng quc t) International Standard Organisation (T chc tiu chun quc t) SERVQUAL: Service quality (cht lng dch v) WTO: ACSI: NQRC: TNHH: TB: Hawb: Mawb: World Trade Organisation (T chc thng mi th gii) American Customer Satisfaction Index (Ch s tha mn khch hng M) The National Quality Research Center (Trung tm nghin cu cht lng quc gia) Trch nhim hu hn trung bnh House Airway Bill (Vn n do cc cng ty giao nhn pht hnh cho ch hng) Master Airway Bill (Vn n do cc hng hng khng pht hnh)

DANH MC BNG Chng 2 Bng 2.1: Thang o SERVQUAL..................................................................... 14 Chng 3 Bng 3.1: Thang o 1 v cc yu t nh hng n mc hi lng ca khch hng v dch v giao nhn hng khng ................................. 27 Bng 3.2: Thang o 2 v cc yu t nh hng n mc hi lng ca khch hng v dch v giao nhn hng khng .............................. 31 Bng 3.3: Bng tng hp thng tin mu ........................................................... 36 Bng 3.4: Cronbach alpha ca cc thnh phn thang o mc hi lng khch hng v dch v giao nhn hng khng ................................. 39 Chng 4 Bng 4.1: Tng hp tm quan trng ca cc yu t ......................................... 44 Bng 4.2: Tng hp mc hi lng khch hng i vi cc yu t .............. 46 Bng 4.3: Tng hp khong cch gia im s tm quan trng v im s hi lng................................................................................................... 48 Bng 4.4: Tng hp mc hi lng khch hng v tm quan trng i vi nhn t p ng .......................................................................... 52 Bng 4.5: Tng hp mc hi lng khch hng v tm quan trng i vi nhn t chuyn nghip ............................................................... 59 Bng 4.6: Tng hp mc hi lng khch hng v tm quan trng i vi nhn t tn tm ........................................................................... 66 Bng 4.7: Tng hp mc hi lng khch hng v tm quan trng i vi nhn t hu hnh......................................................................... 67

DANH MC HNH Chng 2 Hnh 2.1: M hnh ch s tha mn khch hng ca M ................................... 12 Hnh 2.2:M hnh cc khong cch cht lng dch v ................................... 18 Hnh 2.3: M hnh nh gi tha mn khch hng ............................................ 19 Hnh 2.4: M hnh nh gi tm quan trng ca yu cu .................................. 20 Hnh 2.5: Ma trn nh gi mc tha mn v tm quan trng ..................... 21 Hnh 2.6: Cc yu t cht lng quan trng ca nh vn chuyn hng khng . 25 Chng 3 Hnh 3.1: Quy trnh nghin cu ......................................................................... 26 Chng 4 Hnh 4.1: Mc hi lng ................................................................................. 43 Hnh 4.2: Phn b tm quan trng ca cc yu t ............................................. 45 Hnh 4.3: Phn b mc hi lng ca khch hng i vi cc yu t............ 47 Hnh 4.4: Ma trn nh gi mc tha mn v tm quan trng ..................... 50

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CHNG I: GII THIU 1.1 Trnh by vn nghin cu Cng vi qu trnh t do ha thng mi ang din ra rm r trn ton th gii, cc doanh nghip nhn ra rng hi lng khch hng l mt v kh chin lc quyt nh em li cho cc doanh nghip th phn v li nhun tng thm. Mt khch hng rt hi lng th kh nng gp 6 ln c th tr thnh khch hng trung thnh v tip tc mua sn phm v/ hoc gii thiu sn phm so vi khch hng ch mc hi lng. Lng trung thnh tng 5% c th lm li nhun doanh nghip tng 25%-85%[28]. Nm bt c tm quan trng ca s hi lng khch hng, cc doanh nghip thnh cng trong nn kinh t ton cu mi nhn ra rng s o lng hi lng khch hng v ang l mt vn then cht trong hot ng ca cc doanh nghip. Ch bng cch o lng hi lng khch hng cc doanh nghip mi bit c lm th no lm hi lng khch hng, duy tr c lng trung thnh ca khch hng v thu ht c khch hng mi [28]. Vit Nam, t khi tr thnh thnh vin th 150 ca WTO vo nm 2006, ni ln l mt a ch hp dn i vi cc nh u t nc ngoi, hot ng mua bn tr nn tp np v song song nhu cu vn chuyn gia Vit Nam v cc nc khc cng pht trin hn bao gi ht. Trong tin trnh , giao nhn l mt trong nhng ngnh phi chu p lc cnh tranh ln khi Vit Nam thc hin cam kt m ca th trng dch v cho nh u t nc ngoi. Trong qu trnh m phn gia nhp WTO, chng ta cam kt cho nc ngoi c thit lp ngay cc doanh nghip lin doanh, vi t l gp vn 4951%, thc hin kinh doanh cc dch v vn ti, giao nhn, kho bi... Ba nm sau, t l gp vn ca pha nc ngoi s tng ln v h c th thit lp cc cng ty 100% vn sau 5-7 nm [02]. Nh vy, khi ngnh giao nhn vn ti hng khng pht trin mnh vi s tham gia hot ng ca cc tp on

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vn ti hng u th gii th khch hng c nhu cu vn chuyn hng khng ngy cng c nhiu c hi la chn nh cung cp dch v no c th em li cho h s hi lng cao nht bng vic cung cp cht lng dch v giao nhn hng khng tt nht v h tr nn kh tnh hn thng qua vic i hi cht lng dch v cao hn. Lun vn c thc hin trong bi cnh sn lng hng xut i M v cc nc gim ng k do tc ng xu ca cuc khng hong ti chnh M 2008 v tnh hnh d bo s rt kh khn trong nm 2009 sp ti. Thng 10 hng nm l bt u ma cao im ca hng ha vn chuyn bng ng hng khng phc v cho l Noel v Tt dng lch ti cc nc tuy nhin nm 2008 cc hng hng khng li i mt vi tnh trng thiu hng trm trng cho cc chuyn bay, gi cc gim ng k v hot ng l. Cc ch hng li cng tr nn kh tnh v chn la nh giao nhn k hn c c cc ph gim. Trong bi cnh , to c v th cnh tranh, cc cng ty giao nhn trong nc cng phi n lc hn bao gi ht lm khch hng hi lng, nm bt c cc mong mun ca khch hng cng nh cc im mnh, im yu ca dch v ang cung cp cho khch hng, t khng ngng ci thin dch v, to c v duy tr lng trung thnh ca khch hng s dng dch v ca cng ty, trnh mt khch hng vo tay nhng i th cnh tranh ang ch sn. Nh vy, cng vic cn lm i vi Vinalink l o lng s hi lng ca khch hng v dch v giao nhn hng khng. T kt qu ca vic o lng nh vy, cng ty s c ci nhn ton din hn v cc yu t nh hng n s hi lng khch hng v dch v giao nhn hng khng, im mnh, im yu trong hot ng ca cng ty, t tp trung tt hn cho vic hoch nh ci thin dch v v phn phi ngun lc, cng nh c cc bin php khuyn khch nhn vin ci thin cht lng dch v hng n mc ch lm

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hi lng khch hng. Trn c s , cng ty s tng bc to c lng trung thnh vi khch hng v cng chnh l nn tng cho li th cnh tranh. 1.2 Mc tiu nghin cu Lun vn hng n cc mc tiu nghin cu sau: 1. nh gi s hi lng khch hng v dch v giao nhn hng khng ti cng ty VINALINK da trn cht lng dch v. 2. xut gii php nhm ci thin s hi lng khch hng v dch v giao nhn hng khng ti cng ty VINALINK. 1.3 Phm vi v phng php nghin cu 1.3.1 Phm vi nghin cu Nghin cu c thc hin i vi cc khch hng ca VINALINK thuc vng kinh t trng im pha Nam: Thnh Ph H Ch Minh, Bnh Dng, ng Nai, c th l cc khch hng c nhu cu v c kinh nghim mua dch v giao nhn hng khng t cng ty VINALINK. Thi gian thu thp kin ca khch hng l thng 09 nm 2008. i vi dch v giao nhn hng khng, vic lm hi lng khch hng cn ph thuc vo cht lng ca mt s dch v khc cng thuc lnh vc hng khng, c th l cht lng bay (thi gian bay, vn x l hng ha) ca cc hng hng khng, cht lng x l hng ha ti mt t ca Cng ty TNHH Dch v hng ha Tn Sn Nht (Tan Son Nhat Cargo Services, Ltd). Cc cng ty giao nhn hng khng nh gi chung c cht lng ca cc hng hng khng, tuy nhin cc vn pht sinh cho cc l hng c th li khng thuc kh nng kim sot ca cc cng ty giao nhn hng khng. iu ny gii hn phm vi nghin cu ca ti ch trong cc vn thuc kh nng kim sot ca cc cng ty giao nhn hng khng. Dch v giao nhn hng khng ca cng ty bao gm mng hng xut, hng nhp, pht chuyn nhanh v dch v h tr. Tuy nhin, do thi gian v

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chi ph c hn, ti ch dng li vic kho st mc hi lng i vi mng hng xut ca phng hng khng cng ty Vinalink. Trong 04 mng dch v ca phng hng khng Vinalink th mng hng xut chim t trng ln hn 60% doanh thu ca phng. 1.3.2 Phng php nghin cu Nghin cu c tin hnh qua hai bc: nghin cu s b v nghin cu chnh thc. Nghin cu s b c thc hin thng qua phng php nh tnh vi k thut tho lun tay i dng khm ph b sung m hnh thang o s hi lng ca khch hng giao nhn hng khng. Nghin cu chnh thc cng c thc hin thng qua k thut phng vn trc tip khch hng c nhu cu v tng mua dch v giao nhn hng khng ti cng ty VINALINK. Thang o lng s hi lng ca khch hng giao nhn hng khng c kim nh bng h s tin cy Cronbach Alpha v phn tch nhn t khm ph EFA thng qua phm mm x l s liu thng k SPSS. Sau , t cc s liu thu thp c, tc gi thc hin cc phn tch lin quan n o lng nh gi tha mn khch hng t c mc tiu 1 ca ti v t a ra xut v cc gii php ci thin mc hi lng khch hng v dch v giao nhn hng khng ti cng ty Vinalink tc thc hin mc tiu 2 ca ti. 1.4 ngha thc tin ca nghin cu Qua qu trnh lm vic ti Phng Hng Khng ca Cng Ty C Phn Giao Nhn Vn Ti V Thng Mi VINALINK, ti nhn thy tm quan trng ca vn lm hi lng khch trong hot ng kinh doanh ca cng ty. Cng ty Vinalink t vn cht lng dch v ln hng u chnh l nhm mc ch lm tha mn khch hng, c th Vinalink l mt trong nhng cng ty giao nhn u tin c cp chng ch v h thng qun l cht lng theo tiu chun ISO 9001 : 2000 vi chnh sch cht lng: Hnh ng v li ch

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ca khch hng v to ra li nhun bng vic cung cp nhng dch v giao nhn vn ti c cht lng tt nht l phng chm tn ti v pht trin ca Cng ty Vinalink [9]. kim sot v cht lng dch v, c mi 02 nm cc phng ban ca cng ty li c t chc nh gi quc t DNV (Det Norske Veritas - Na uy) nh gi li v vic thc hin h thng qun l cht lng theo tiu chun ISO. Hng nm, 100% cc phng ban tham gia y vo cc k nh gi ni b ca cng ty. Ngoi ra, hng nm cng ty thc hin vic thu thp kin ca khch hng bng cch gi cc bng cu hi thm d kin n khch hng thng qua cc nhn vin lm c s lnh o cng ty hp xem xt v ra cc bin php ci tin cht lng. Tuy nhin, cc cu hi cng ty t ra (Ph lc 1) cha bao qut ht cc vn v cht lng dch v v ch yu tp trung vo phn tch cc khiu ni, phn nn ca khch hng. Phn tch khiu ni, phn nn ca khch hng l mt phng php th ng khng th gip hiu c mc hi lng ca khch hng mt cch hon ton. Cc doanh nghip ngy cng c xu hng p dng phng php kho st bng bng cu hi. Theo phng php ny, thang o Likert c s dng th hin mc hi lng, thng im s cng cao th hin mc hi lng cng cao. Khch hng s nh gi cht lng ca hng ha hoc dch v t nhiu thnh phn hoc yu t m h cho l quan trng, v vy cc thnh phn cu to nn cht lng dch v trong bng cu hi phi c thit k t quan im ca khch hng. Kt qu ca vic o lng s cho cng ty c ci nhn ton din hn v cc yu t nh hng n s hi lng khch hng ca dch v giao nhn hng khng ti cng ty, im mnh, im yu trong hot ng ca cng ty, t tp trung tt hn trong vic hoch nh ci thin dch v v phn phi ngun lc, cng nh c cc bin php khuyn khch nhn vin ci thin cht lng

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dch v tng bc to c lng trung thnh vi khch hng v cng chnh l nn tng cho li th cnh tranh. Thang o v cch thc o lng tng t c th c p dng i vi cc cng ty cng trong ngnh giao nhn vn ti hng khng. Ngoi ra, kt qu nghin cu cn c th l c s cho cc nghin cu i vi cc loi hnh dch v tng t nh: giao nhn hng ng bin, pht chuyn nhanh trong nc v quc t, vn chuyn hng bng ng hng khng, ng st, ng b hoc ngay c i vi vn chuyn hnh khch 1.5 Kt cu ca lun vn Lun vn gm 05 chng. Chng 1: Tng quan v nghin cu. Chng 2: C s l thuyt v s hi lng khch hng, cc m hnh o lng tha mn khch hng trong dch v v c s l thuyt v ngnh giao nhn hng khng. Chng 3: Phng php nghin cu, kt qu nghin cu nh tnh, nh lng, xy dng thang o s hi lng khch hng trong dch v giao nhn hng khng. Chng 4: Kt qu v bin lun v thc trng mc hi lng ca khch hng v dch v giao nhn hng khng ti cng ty Vinalink. Cui cng, Chng 5: Kin ngh nhm ci thin s hi lng khch hng v dch v giao nhn hng khng ti cng ty Vinalink v kt lun.

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CHNG 2: TNG QUAN L THUYT 2.1 Tng quan l thuyt v s hi lng ca khch hng trong dch v Chng ny s cp n cc l thuyt v s hi lng ca khch hng trong dch v, s cn thit ca o lng nhu cu v tha mn khch hng v cc m hnh o lng tha mn khch hng trong dch v. 2.1.1 nh ngha v dch v Ngy nay ngnh dch v c xem nh b phn em li gi tr v hnh cho nn kinh t. Cc nh nghin cu marketing hin i Kotler v Armstrong nh ngha dch v [26] nh sau: Dch v l bt k hnh ng hay li ch no mt bn c th cung cp cho bn khc m v c bn l v hnh v khng em li s s hu no c Dch v c 04 tnh cht di y: - Tnh v hnh (intangibility): mt dch v thun ty khng th c nh gi bng cch s dng bt k gic quan c th no trc khi n c mua. V vy, gim s khng chc chn, ngi mua s tm kim cc bng chng ca cht lng dch v t nhng i tng h tip xc, trang thit b m h thy c. - Tnh khng th tch ri (inseparability): c th ca dch v l c sn xut v tiu th ng thi cng mt lc. Nu mt ngi no thu dch v th bn cung cp dch v s l mt phn ca dch v, cho d bn cung cp dch v l con ngi tht hay my mc. Bi v khch hng cng s c mt lc dch v c cung cp nn s tng tc gia bn cung cp dch v v khch hng l mt c tnh c bit ca marketing dch v. - Tnh hay thay i (variability): th hin c im cht lng dch v ph thuc vo ngi cung cp dch v, thi gian, a im v cch thc dch v c cung cp.

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- Tnh d b ph v (perishability): dch v khc vi cc hng ha thng thng ch n khng th c ct gi. Ni cch khc, dch v nhy cm hn cc hng ha thng thng trc nhng thay i v s a dng ca nhu cu. Khi nhu cu thay i th cc cng ty dch v thng gp kh khn chnh v vy cc cng ty dch v lun phi tm cch lm cung v cu ph hp nhau, chng hn nh cc nh hng thu thm nhn vin bn thi gian phc v vo cc gi cao im. Ngoi cc tnh cht trn, dch v cn c th c m t vi cc thuc tnh chnh sau: - Thiu tnh cht c th chuyn ch c: dch v phi c tiu th ti ni sn xut dch v. - Thiu tnh ng nht: dch v thng c sa i ph hp cho mi khch hng hay mi tnh hung mi (lm theo yu cu ca khch hng). Vic sn xut hng lot rt kh i vi dch v. iu ny c th c xem l mt vn cht lng khng ng nht. C nhp lng v xut lng ca cc qu trnh bao gm trong vic cung cp dch v th rt d bin i, cng nh nhng mi quan h gia cc qu trnh ny, lm cho kh c th duy tr cht lng ng nht. - Cn nhiu nhn lc: dch v thng bao gm ng k cc hot ng ca con ngi, hn l cc qu trnh c nh ra mt cch chnh xc. V vy, qun tr ngun nhn lc l rt quan trng. Nhn t con ngi thng l nhn t ch yu em li thnh cng trong ngnh dch v. - Bin ng nhu cu: rt kh d on nhu cu. Nhu cu c th thay i theo ma, thi gian trong ngy, chu k kinh doanh - Phi c mt ngi mua dch v: hu ht vic cung cp dch v u i hi phi c mc tng tc cao gia khch hng v ngi cung cp dch v.

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2.1.2 nh ngha s hi lng khch hng v ti sao phi lm hi lng khch hng 2.1.2.1 nh ngha s hi lng khch hng S hi lng khch hng [28] l tm trng/ cm gic ca khch hng v mt cng ty khi s mong i ca h c tha mn hay c p ng vt mc trong sut vng i ca sn phm hay dch v. Khch hng t c s tha mn s c c lng trung thnh v tip tc mua sn phm ca cng ty. C cc gi quan trng sau trong nh ngha ny: Bi v s hi lng khch hng l mt trng thi ch quan, khng nh lng, vic o lng s khng chnh xc v i hi phi ly mu v phn tch thng k. o lng s hi lng khch hng cn phi hiu c khong cch gia dch v mong i v dch v khch hng nhn thc c. 2.1.2.2 Ti sao phi lm hi lng khch hng [29] S hi lng ca khch hng c th gip doanh nghip t c li th cnh tranh ng k. Doanh nghip hiu c khch hng c cm gic nh th no sau khi mua sn phm hay dch v v c th l liu sn phm hay dch v c p ng c mong i ca khch hng. Khch hng ch yu hnh thnh mong i ca h thng qua nhng kinh nghim mua hng trong qu kh, thng tin ming t gia nh, bn b v ng nghip v thng tin c chuyn giao thng qua cc hot ng marketing, nh qung co hoc quan h cng chng. Nu s mong i ca khch hng khng c p ng, h s khng hi lng v rt c th h s k nhng ngi khc nghe v iu . Trung bnh khch hng gp s c s k cho 9 ngi khc nghe v s c ny v ch 4% khch hng khng hi lng s phn nn [28].

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S hi lng khch hng tr thnh mt yu t quan trng to nn li th cnh tranh. Mc hi lng cao c th em li nhiu li ch bao gm:

Lng trung thnh: mt khch hng c mc hi lng cao l mt khch hng trung thnh. Mt khch hng rt hi lng th kh nng gp 6 ln c th tr thnh khch hng trung thnh v tip tc mua sn phm v/ hoc gii thiu sn phm so vi khch hng ch mc hi lng. Lng trung thnh tng 5% c th lm tng li nhun 25%-85%[28] Tip tc mua thm sn phm: mt khch hng c mc hi lng cao s tip tc mua thm sn phm. Gii thiu cho ngi khc: mt khch hng c mc hi lng cao s k cho gia nh v bn b v sn phm v dch v . Mt khch hng hi lng s k cho 5 ngi khc nghe [28]. Duy tr s la chn: mt khch hng c mc hi lng cao t c kh nng thay i nhn hiu. Gim chi ph: mt khch hng c mc hi lng cao tn t chi ph phc v hn mt khch hng mi. Gi cao hn: mt khch hng c mc hi lng cao sn sng tr nhiu hn cho sn phm hay dch v .

2.1.3 S cn thit ca o lng nhu cu v tha mn khch hng 2.1.3.1 S cn thit ca o lng nhu cu ca khch hng [1] Vic o lng nhu cu ca khch hng l c s doanh nghip hoch nh vic thit k cc sn phm v dch v vi cc c tnh m khch hng mong i; hoch nh qu trnh sn xut v cung cp dch v m bo cc c tnh thit k v gip doanh nghip c thay i kp thi v sn phm v dch v phn nh thay i v nhu cu ca khch hng

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2.1.3.2 S cn thit ca o lng tha mn ca khch hng [1] o lng tha mn khch hng l mt khi nim tng i mi i vi nhiu cng ty hin vn ang ch ch trng n bo co thu nhp v bng cn i k ton. Cc cng ty hin nay nhn ra rng nn kinh t ton cu mi lm mi th lun lun thay i. S cnh tranh ngy cng gay gt, th trng ng c tp np v tnh hnh kinh doanh ngy cng kh khn lm cho cc doanh nghip hiu rng h phi thay i cch nhn v nhn ra rng o lng tha mn khch hng l iu then cht. Ch bng cch th cng ty mi gi c khch hng c v bit c lm th no thu ht thm khch hng mi. Cc cng ty thnh cng nhn ra rng tha mn khch hng l mt v kh chin lc quyt nh c th gip lm tng th phn v tng li nhun [28]. Vic o lng tha mn ca khch hng gip t c cc mc ch sau: Hiu c mc tha mn ca khch hng quyt nh cc hot ng nhm nng cao tha mn ca khch hng Hiu lc ca cc hot ng nhm nng cao tha mn khch hng c th c nh gi. Cc thng tin, kt qu iu tra c th gip so snh mc tha mn ca khch hng Nu kt qu khng t c hoc mc tha mn khch hng thp hn th nguyn nhn c th c tm hiu v hnh ng khc phc c th c thc hin. So snh vi i th cnh tranh, thc hin phn tch so snh vt hn i th cnh tranh.

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2.1.4 Cc m hnh o lng tha mn khch hng trong dch v 2.1.4.1 M hnh ch s tha mn khch hng ca M [31]Cht lng c nhn thc (Perceived Quality) Gi tr c nhn thc (Perceived Value) S mong i (Customer expectations) S tha mn ca khch hng (ACSI) S trung thnh (Customer Loyalty) S than phin (Customer Complaints)

Hnh 2.1: M hnh ch s tha mn khch hng ca M Ngun: http://www.theacsi.org/ [31] Ch s tha mn khch hng M (ACSI) l mt ch s kinh t da trn vic lp m hnh cc nh gi ca khch hng v cht lng hng ha v dch v c mua M v c sn xut bi c cc cng ty trong v ngoi nc vi th phn kh ln M. Ch s tha mn khch hng M c pht trin bi Trung tm nghin cu cht lng quc gia (NQRC) ti trng Kinh doanh Stephen M. Ross thuc i hc Michigan, dn u l gio s Claes Fornell. Ch s tha mn khch hng M s dng cc cuc phng vn khch hng nh l d liu u vo cho mt m hnh ton kinh t a phng trnh. M hnh ACSI l mt m hnh vi cc ch s nh hng n s tha mn bn pha tay tri (s mong i, cht lng c nhn thc v gi tr c nhn thc), s tha mn (ACSI) gia, v kt qu ca s tha mn bn tay phi (s than phin, s trung thnh bao gm s duy tr khch hng v chp nhn gi cao hn). Cc ch s trong m hnh l cc thnh phn a bin c o lng bi nhiu cu hi m c nh gi mc quan trng trong m hnh. Cc cu

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hi th hin nh gi ca khch hng v cc yu t quyt nh n mi ch s. Cc ch s c bo co trn thang o t 0 n 100. Cuc iu tra v phng php lp m hnh lng ha sc mnh nh hng ca ch s bn tri n ch s mi tn ch n bn phi. Cc mi tn ny th hin s nh hng. M hnh ACSI t nh gi tm quan trng ti a ha s gii thch ca tha mn khch hng i vi lng trung thnh khch hng. Nhn vo cc ch s v s nh hng, ngi s dng m hnh c th xc nh c cc yu t nh hng s tha mn, nu cc yu t ny c ci thin s c tc ng tt n lng trung thnh khch hng. 2.1.4.2 M hnh cht lng dch v SERVQUAL 2.1.4.2.1 Thang o SERVQUAL Mt cch o lng cht lng dch v c s dng rng ri l m hnh SERVQUAL c pht trin bi Parasuraman v cc tc gi khc (1985, 1986, 1988, 1991, 1993, 1994) [20, 21, 22, 23, 24, 25]. SERVQUAL l cch tip cn c s dng nhiu nht o lng cht lng dch v, so snh s mong i ca khch hng trc mt dch v v nhn thc ca khch hng v dch v thc s c chuyn giao (Parasuraman et al., 1985) [20]. SERVQUAL l thang o a mc c xy dng nh gi s nhn thc ca khch hng v cht lng dch v trong ngnh dch v v bn l. Thang o phn tch khi nim cht lng dch v thnh 05 yu t sau: - hu hnh (Tangibility): c s vt cht, trang thit b, din mo ca nhn vin - tin cy (Reliability): kh nng thc hin dch v ph hp v ng thi hn ngay t ln u - p ng (Responsiveness): s sn sng gip v p ng li nhu cu ca khch hng

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- S m bo (Assurance): kh nng ca nhn vin to c lng tin vi khch hng - thu cm (Empathy): th hin s quan tm chm sc n tng c nhn khch hng. SERVQUAL th hin cht lng dch v nh l s khc nhau gia mong i ca khch hng v mt dch v v nhn thc ca khch hng v dch v thc s c chuyn giao. Nh vy, nu nhn thc ca khch hng nh hn mong i ca khch hng th cht lng cm nhn nh hn 0 v cn phi ci tin. Trong cng c SERVQUAL, thang o gm 22 cu (Bng 2.1) o lng s thc hin dch v thng qua 5 kha cnh nu trn, s dng thang o Likert 7 im o lng c hai s mong i ca khch hng v nhn thc ca khch hng v dch v c chuyn giao (Gabbie and O'neill, 1996) [16]. Rt quan trng bit rng nu khng c thng tin y v cht lng dch v c mong i v nhn thc ca khch hng v dch v c chuyn giao th kt qu ca cuc nghin cu c th dn n sai lm ln v c chnh sch v quan im hot ng Bng 2.1: Thang o SERVQUAL tin cy (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 tm thc s mun gii quyt tr ngi . Cng ty xyz thc hin dch v ng ngay t ln u. Cng ty xyz cung cp dch v ng nh thi gian h ha. Cng ty xyz lu khng xy ra mt sai st no. p ng (responsiveness) Nhn vin cng ty xyz cho bn bit khi no thc hin dch v.

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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 qu 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 ton 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. thu cm (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. 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. Nghin cu v vic o lng cht lng dch v tp trung ch yu vo cch thc tho mn hay p ng vt mc s mong i ca khch hng bn ngoi v xem cht lng dch v nh s o lng mc dch v p ng ph hp vi mong i ca khch hng nh th no. Khi nim o lng s khc nhau gia mong i v cm nhn v dch v di hnh thc ca im

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khong cch SERVQUAL chng t l rt hu ch cho vic nh gi cc mc ca cht lng dch v. Parasuraman v cc tc gi cho rng, nu c sa i i cht, SERVQUAL c th thch hp cho bt k t chc cung cp dch v no. ng cho bit thm rng thng tin v cc khong cch ca cht lng dch v c th gip nh qun tr chn on khu no cn phi ci thin hot ng. Cc khong cch mang du - ln nht, cng vi vic nh gi khu no s mong i l cao nht, th khu cn phi ci thin hot ng. Tng t, nu im khong cch trong mt s kha cnh ca dch v l dng, c ngha l mong i tht s khng ch c tha mn m cn vt qu s tha mn, th khi cho php nh qun tr xem xt c phi h p ng qu nhiu cho c tnh ny ca dch v v c phi c tim nng phn phi thm ngun lc cho cc c tnh khc cha c p ng y . 2.1.4.2.2 M hnh cc khong cch ca cht lng dch v [13] C 7 khong cch chnh trong khi nim cht lng dch v c th hin trong Hnh 2.2. M hnh l s m rng ca Parasuraman v cc tc gi (1985). Theo s gii thch sau y (ASI Quality Systems, 1992 [14]; Luk and Layton, 2002 [19]) th 03 khong cch quan trng lin quan nhiu hn n khch hng bn ngoi l khong cch 1, khong cch 5 v khong cch 6 v chng c mi quan h trc tip vi khch hng. Khong cch 1: S khc bit gia mong i ca khch hng v cht lng dch v v mc nh qun tr dch v nhn thc v k vng ny ca khch hng: do s thiu nh hng nghin cu marketing, thiu s truyn t ln cp trn v qu nhiu tng lp qun tr. Khong cch 2: S khc bit gia nhn thc ca nh qun tr v dch v v cc c tnh ca dch v: do s cam kt khng y v cht lng dch v, do nhn bit kh nng khng th thc hin, hay do tiu chun ha cng vic khng y v do thiu vic thit lp mc tiu.

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Khong cch 3: : S khc bit gia c tnh ca dch v v dch v c chuyn giao: do s m h v mu thun v vai tr, do nhn vin v cng ngh thiu s ph hp vi cng vic, do h thng gim st khng thch hp, do thiu s kim sot c nhn thc v thiu tinh thn ng i. Khong cch 4: S khc bit gia dch v c chuyn giao v thng tin bn ngoi: do thng tin theo chiu ngang khng y v do s tht ha. Khong cch 5: S khc bit gia s mong i ca khch hng v nhn thc ca khch hng v dch v c chuyn giao: do nhng nh hng t pha khch hng v nhng thiu st pha ngi cung cp dch v. Trong trng hp ny, mong i ca khch hng b nh hng bi mc nhu cu ca c nhn, nhng ngh bng ming v cc kinh nghim dch v trong qu kh. Khong cch 6: S khc bit gia mong i ca khch hng v nhn thc ca nhn vin cung cp dch v: do nhn vin trc tip cung cp dch v c cch hiu khc nhau v mong i ca khch hng. Khong cch 7: S khc bit gia nhn thc ca nhn vin v nhn thc ca nh qun tr: do nh qun tr v cc nhn vin trc tip cung cp dch v c cch khc nhau v mong i ca khch hng. Theo Brown and Bond (1995), "m hnh khong cch l mt trong nhng ng gp c tha nhn nht v c gi tr nht qua th nghim i vi l thuyt v dch v". M hnh xc nh 7 khong cch chnh lin quan n nhn thc qun tr v cht lng dch v v cc cng vic lin quan n vic chuyn giao dch v n khch hng. Khong cch 5 gn lin vi khch hng v v vy c xem l s o lng tht s ca cht lng dch v. Khong cch m phng php SERVQUAL c nh hng l khong cch 5. Cht lng dch v l hm s ca khong cch th 5. Khong cch th 5 ny

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ph thuc vo 06 khong cch cn li. V vy, rt ngn khong cch th 5, hay lm tng cht lng dch v, nh qun tr dch v phi n lc rt ngn khong cch ny. M hnh cht lng dch v c th c biu din sau y: CLDV = F {(KC5 = f(KC1, KC2, KC3, KC4, KC6, KC7))} Trong , CLDV l cht lng dch v v KC1,2,3,4,6,7 l cc khong cch 1,2,3,4,6,7Giao dch ming Nhu cu c nhn Kinh nghim qu kh

Dch v mong i Khch hng KC5 KC6 Dch v nhn thc c

KC4

Chuyn giao dch v KC1 KC3 Nhn thc ca nhn vin v mong i ca khch hng KC7 Chuyn nhn thc thnh cc c tnh cht lng dch v KC2 Nhn thc ca nh qun tr dch v v mong i ca khch hng

Giao dch bn ngoi vi khch hng

Hnh 2.2: M hnh cc khong cch cht lng dch v Ngun: Dr. Arash Shahin, Department of Management, University of Isfahan, Iran [13]

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2.1.4.3 M hnh nh gi v ra quyt nh trn c s tm quan trng v mc tha mn 2.1.4.3.1 M hnh nh gi tha mn khch hng [1] Cc bc thc hin: Tnh mc tha mn trung bnh ca mi yu cu Tnh sai s tiu chun ca cc cu tr li cho mi yu cu Tnh mc tha mn trung bnh chung cho tt c cc yu cu V biu cc kt qu Phn tch biu : - Cc yu cu c kt qu di ng trung bnh cn c quan tm. - Cc kt qu cch xa di ng trung bnh cng c u tin

Mc tha mn Mc tha mn trung bnh

1

2

3

4

5

6

7

8

Yu cu cht lng

Hnh 2.3: M hnh nh gi tha mn khch hng Ngun: Cng ty T vn Gii php Qun l Nng sut Cht lng (2007) [1] 2.1.4.3.2 M hnh nh gi tm quan trng ca yu cu [1] Cc bc thc hin: Tnh tm quan trng trung bnh mi yu cu Tnh sai s tiu chun ca cc cu tr li cho mi yu cu

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Tnh tm quan trng trung bnh chung cho tt c cc yu cu V biu cc kt qu Phn tch biu : -Cc yu cu c kt qu trn ng trung bnh cn c quan tm -Cc kt qu cch xa trn ng trung bnh cng c u tin.Tm quan trng

Tm quan trng trung bnh Tm quan trng TB

1

2

3

4

5

6

7

8

Yu cu cht lng

Hnh 2.4: M hnh nh gi tm quan trng ca yu cu Ngun: Cng ty T vn Gii php Qun l Nng sut Cht lng (2007) [1] 2.1.4.3.3 Ma trn nh gi mc tha mn v tm quan trng [1] Cc bc thc hin: Biu din cc gi tr tm quan trng v mc tha mn trn cng mt biu . Phn tch biu : - Gc phn t th nht l khu vc gi tr gia tng. Khng cn thay i i vi khu vc ny - Gc phn t th hai l khu vc t cn ch . Cc thay i cho khu vc ny c u tin thp

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- Gc phn t th ba l khu vc cn ci tin. Cc ci tin vi khu vc ny cn c u tin. - Gp phn t th t l khu vc cht lng cao. Cn duy tr khu vc ny.Tm quan trng TB

I Mc tha mn

IV Mc tha mn TB

II 1 2 3 4 5 6 7

III 8

Tm quan trng

Hnh 2.5: Ma trn nh gi mc tha mn v tm quan trng Ngun: Cng ty T vn Gii php Qun l Nng sut Cht lng (2007) [1] 2.2 Tng quan l thuyt v giao nhn hng khng Ra i sau nhng phng thc vn ti khc, song n nay vn ti hng khng ng vai tr rt quan trng trong vn ti quc t. S pht trin ca ngnh giao nhn hng khng i cng vi s pht trin ca ngnh vn ti hng khng. Ban u, cc cng ty vn ti ng bin trin khai dch v hng khng nh mt chc nng ph ca n v cho n by gi cc i l hng khng tr thnh cc cng ty c lp gp phn ch yu vo s pht trin ca ngnh giao nhn hng khng

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2.2.1 Nh giao nhn hng khng 2.2.1.1 nh ngha nh giao nhn hng khng Nh giao nhn hng khng [18] l mt c nhn hay mt cng ty thc hin gi hng bng my bay v t gi ch hoc thu xp ch cho cc l hng ny. Cc nh giao nhn hng khng thu xp vic vn chuyn hng n mt ch n quc t. H c chuyn mn cho php chun b chng t v thc hin cc hot ng c lin quan n cc l hng quc t. Mt s cc thng tin in hnh m mt nh giao nhn hng khng phi xem xt n l ha n thng mi, t khai xut hng ca ngi gi hng v cc chng t khc m nh vn chuyn hay nc xut khu, nc nhp khu hay nc chuyn ti yu cu. Phn ln cc thng tin ny th hin nay c x l trong mt mi trng khng c giy t. 2.2.1.2 Chc nng ca nh giao nhn hng khng Cc nh giao nhn hng khng cung cp dch v cho ngi gi hng lin quan n vic xut khu hng v h tr ngi nhn pha bn nhp khu hng. Cc cng vic thng xuyn ca mt i l ca IATA nh sau [18]: - H tr khch hng cc thng tin lin quan n cc yu cu ca nc nhp khu hng, khng ch khi hp ng mua bn xut khu c k kt m ngay c khi ang thng lng hp ng. - Cung cp cc phng tin tip nhn cc l hng xut t ngi gi hng. - Thu xp ly hng t ni ca ngi gi hng vn chuyn ra sn bay. - Chun b cc chng t nh vn n hng khng, m bo cc ha n v chng t thng mi tha mn cc nhu cu ca vn chuyn hng khng v thng quan. - Kim tra giy php xut/ nhp hng c ph hp vi quy nh ca cc nc.

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- m bo vic ng gi ph hp v cung cp cc t khai hay giy chng nhn i vi cc l hng nguy him hay ng vt sngdo ngi gi hng cung cp ph hp vi quy nh ca chnh ph v IATA. - Mua bo him theo yu cu ca khch hng - Thu xp vic vn chuyn hng, t gi ch vi hng hng khng v ln k hoch giao nhn hng sn bay. - Theo di lch trnh i ca hng v can thip vi hng hng khng khi cn thit. 2.2.2 c im ca vn ti hng khng [10] - Cc tuyn ng vn ti hng khng hu ht l cc ng thng ni hai im vn ti vi nhau. - Tc ca vn ti hng khng cao, tc khai thc ln, thi gian vn chuyn nhanh. - Vn ti hng khng an ton hn so vi cc phng tin vn ti khc. - Vn ti hng khng lun i hi s dng cng ngh cao. - Vn ti hng khng cung cp cc dch v tiu chun hn hn so vi cc phng thc vn ti khc. - Vn ti hng khng n gin ho v v chng t th tc so vi cc phng thc vn ti khc. * Bn cnh u im trn, vn ti hng khng cng c nhng hn ch sau: - Cc vn ti hng khng cao. - Vn ti hng khng khng ph hp vi vn chuyn hng ho kng knh, hng ho c khi lng ln hoc c gi tr thp. - Vn ti hng khng i hi u t ln v c s vt cht k thut cng nh o to nhn lc phc v.

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2.2.3 C s vt cht k thut ca vn ti hng khng [10] - Cng hng khng (airport) Cng hng khng l ni cng nh ct h cnh ca my bay, l ni cung cp cc iu kin vt cht k thut v cc dch v cn thit lin quan ti vn chuyn hng ho v hnh khch. Cng hng khng c cc khu vc lm hng xut, hng nhp v hng chuyn ti. - My bay: My bay l cng c chuyn ch ca vn ti hng khng. My bay c nhiu loi: loi chuyn ch hnh khch cng c th nhn chuyn ch hng di boong, loi chuyn ch hng v loi ch kt hp c khch c hng. - Trang thit b xp d v lm hng: Trang thit b xp d v lm hng cng hng khng cng a dng v phong ph, c cc trang thit b xp d v vn chuyn hng ho trong sn bay, c trang thit b xp d hng ho theo n v. Ngoi ra cn c cc trang thit b ring l nh pallet my bay, container my bay, container a phng thc... 2.2.4 Hng ho thng c vn chuyn bng ng hng khng [10] - Cc l hng nh - Hng ho i hi giao ngay, an ton v chnh xc - Hng ho c gi tr cao - Hng ho c c ly vn chuyn di 2.2.5 Cc yu t nh hng n s hi lng khch hng v dch v vn chuyn hng khng [12] Theo cng b ca Vin cht lng tip vn quc t (The International Logistics Quality Institute) trn tp ch Air Cargo World sau khi kho st hn 800 ngi gi hng s dng dch v vn chuyn hng khng trong cuc kho st cht lng hng ha hng khng nm 2003 (The 2003 Air Cargo Quality

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Survey), cc yu t quan trng nht nh cung cp dch v vn chuyn hng khng cn phi c l: (1) tin cy ca dch v (Service reliability); (2) Gi cc cnh tranh (Competitive rates); (3) Thi gian vn chuyn nhanh. Trong , tin cy ca dch v l yu t quan trng nht (43% kin ng ), tip theo l gi cc xp th hai vi 27% kin ng v thi gian vn chuyn th ba vi 19% kin ng . Cc thuc tnh khc nh dch v khch hng (Customer service), mng li hot ng (Network coverage), cng ngh (Technology) khng l cc yu t quyt nh cn thit i vi ngi gi hng.Cc yu t cht lng quan trng ca nh vn chuyn hng khng Mng li hot ng Dch v khch Cng ngh/ Qun 4% hng l 6% 1% tin cy ca dch v Gi cc Thi gian vn chuyn Thi gian vn chuyn 19% Gi cc 27% tin cy ca dch v 43%

Dch v khch hng Mng li hot ng Cng ngh/ Qun l

Hnh 2.6: Cc yu t cht lng quan trng ca nh vn chuyn hng khng Ngun: Vin cht lng tip vn quc t nm 2003 [12]

Chng 2 trnh by tng quan l thuyt v s hi lng ca khch hng trong dch v v tng quan l thuyt v giao nhn hng khng. nh ngha v dch v, v hi lng khch hng, s cn thit ca o lng nhu cu v tha mn khch hng, cc m hnh o lng tha mn khch hng v l thuyt v giao nhn hng khng c trnh by c ci nhn khi qut v vn v l c s l lun cho cc chng tip theo v phng php nghin cu, nh gi thc trng mc hi lng ca khch hng v a ra cc gii php ci thin mc hi lng khch hng.

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CHNG 3: PHNG PHP V KT QU NGHIN CU L thuyt v s hi lng khch hng trong dch v v l thuyt v giao nhn hng khng c trnh by Chng 2. Chng 3 s trnh by phng php, kt qu nghin cu nh tnh, nghin cu nh lng v xy dng thang o s hi lng khch hng trong dch v giao nhn hng khng. Quy trnh nghin cu c trnh by trong Hnh 3.1 di y:C s l thuyt Thang o 1

Tho lun tay i

Nghin cu nh lng

Thang o 2

Cronbachs Alpha v EFA

Phn tch hi quy bi

Vit bo co tng hp - nh gi mc hi lng - xut gii php

Hnh 3.1: Quy trnh nghin cu

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3.1 Nghin cu nh tnh 3.1.1 Thit k nghin cu nh tnh Thang o 1 c xy dng da trn c s ca l thuyt v s hi lng khch hng trong dch v, c th l thang o SERVQUAL (Parasuraman. & ctg. 1988), cng b ca Vin cht lng tip vn quc t (The International Logistics Quality Institute) v cc yu t quan trng m nh cung cp dch v vn chuyn hng khng cn phi c trn tp ch Air Cargo World trong cuc kho st cht lng hng ha hng khng nm 2003 (The 2003 Air Cargo Quality Survey) [12]. C th, tc gi xc nh c cc kha cnh nh hng n s hi lng khch hng v dch v vn chuyn hng khng l: (1) tin cy ca dch v (Service reliability); (2) Gi cc (Rates); (3) Thi gian vn chuyn (Transit time); (4) Dch v khch hng (Customer service); (5) Mng li vn phng v i l (Network coverage); (6) Cng ngh (Technology). Bng 3.1: Thang o 1 v cc yu t nh hng n mc hi lng ca khch hng v dch v giao nhn hng khng tin cy ca dch v (Service reliability) 1. Khi cng ty ha phn hi vic g vo thi gian no th cng ty s lm nh vy 2. Dch v c thc hin ng nh tha thun/ gii thiu 3. Hng c giao n ni ng lch 4. Gii quyt tha ng vn pht sinh/ khiu ni phn nn ca khch hng 5. Thng bo khch hng ngay khi c s thay i hay kh khn pht sinh trong ni dung phc v nh: lch bay, l trnh i ca hng, thng quan 6. Cng ty lu khng xy ra sai st Gi cc (Rates) 1. Mc gi ca cng ty a ra ph hp vi cht lng dch v 2. Gi cc ca cng ty cnh tranh so vi cc cng ty khc

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3. Gi cc ca cng ty a ra ph hp vi mong i 4. Cng ty c hp ng gi vi nhiu hng hng khng 5. Cng ty c kh nng thng lng vi cc hng hng khng c gi tt 6. Cng ty c chnh sch gi tt cho khch hng Thi gian vn chuyn (Transit time) 1. Thi gian hng n ng theo lch trnh 2. Mc chm tr ca hng nu c khng gy nhiu kh khn cho khch hng Dch v khch hng (Customer service) 1. Nhn vin lun phc v nhanh chng, ng hn 2. Nhn vin lun sn sng gip khch hng 3. Nhn vin lun phc v chu o ngay c trong ma cao im 4. Nhn vin lun t ra lch s, nh nhn 5. Nhn vin tr li tha ng cc cu hi/ yu cu ca khch hng 6. Nhn vin cung cp chng t nhanh chng, chnh xc 7. Nhn vin c nng lc chuyn mn tt 8. Thi ca nhn vin hp tc v tn tm trc nhng yu cu ca khch hng Mng li vn phng v i l (Network coverage) 1. Cng ty c mng li vn phng v i l rng khp p ng nhu cu vn chuyn hng ha 2. Cng ty c mi quan h tt v tin cy vi h thng i l 3. H thng i l cung cp cht lng dch v tt 4. H thng i l cung cp gi tt 5. H thng i l lun c phn hi nhanh Cng ngh (Technology)

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1. Cng ty c cng ngh hin i v lun c nhng ci tin v cng ngh (my mc, trang thit b, phn mm, quy trnh, internet) 2. C s vt cht ca cng ty (i ng xe, nh kho, phng tin lm hng ) phc v tt cho nhu cu ca khch hng Tuy nhin, do s khc nhau v mc pht trin kinh t ca tng th trng cng nh c th ca tng ngnh dch v c th cho nn c th thang o c thit lp cha tht s ph hp vi ngnh giao nhn vn ti hng khng ti th trng Vit Nam. V vy, vic dng nghin cu nh tnh iu chnh thang o cho ph hp l iu cn thit. Sau khi xc nh c cc yu t chnh cu to nn s hi lng khch hng trong dch v giao nhn hng khng nh trn, iu chnh thang o, nghin cu s b c thc hin thng qua phng php nh tnh vi k thut tho lun tay i dng khm ph b sung m hnh thang o s hi lng khch hng trong dch v giao nhn hng khng. Tc gi tho lun vi 10 chuyn vin c kinh nghim lu nm trong ngnh giao nhn hng khng, ng thi tc gi tin hnh tho lun vi 10 khch hng thng xuyn ca Vinalink khm ph b sung m hnh thang o cht lng dch v giao nhn hng khng. Nghin cu ny c thc hin ti Thnh Ph H Ch Minh thng 08/ 2008 (Ni dung tho lun: Ph lc 2). Thng qua kt qu ca nghin cu ny, thang o 1 c iu chnh v c gi l thang o 2. 3.1.2 iu chnh thang o Kt qu nghin cu nh tnh cho thy tiu ch Gi cc cn c chnh sa thnh Gi cc v ph dch v v trong ngnh giao nhn hng khng ngoi gi cc m nh giao nhn phi tr mua li dch v bay ca cc hng hng khng th ph dch v cng rt quan trng quyt nh n vic la chn ca khch hng i vi dch v khai quan, x l hng ha. Cc yu t Cng ty c hp ng gi vi nhiu hng hng khng, Cng ty c kh

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nng thng lng vi cc hng hng khng c gi tt, Cng ty c chnh sch gi tt cho khch hng khng ph hp cn loi b. C s loi b l a s cc kin cho rng khch hng s khng bit c v cng khng cn bit cc vn ny v y l nhng vn thuc v cng ty. Khch hng ch quan tm gi cc v ph dch v ca cng ty c cnh tranh v p ng c yu cu ca h hay khng. Kt qu nghin cu nh tnh cho thy cn b sung tiu ch S a dng ca sn phm dch v v a s kin cho rng khch hng cn phi c cung cp nhiu s la chn l hng ca h c vn chuyn vi dch v tt nht v chi ph thp nht, ph hp vi nhu cu, iu kin v hon cnh ca h. Kt qu nghin cu nh tnh cho thy cn loi b tiu ch Thi gian vn chuyn (Transit time). C s loi b l cc kin a s u cho rng l tiu ch quan trng i vi cc hng hng khng nhng i vi cc nh giao nhn thi gian vn chuyn c th khng cn rt nhanh, vn quan trng l mc tin cy ca dch v. Khch hng vn hi lng nu hng c vn chuyn chm nhng vi gi r hoc vi mt tha thun no vi khch hng, min nh giao nhn m bo c tin cy ca dch v, hng n ni ng thi hn cam kt. tiu ch Mng li vn phng v i l, yu t H thng i l cung cp gi tt khng cn thit v a s cc kin cho rng khch hng ch quan tm rng gi hay mc ph dch v a ra l ca Vinalink, h khng bit v cng khng cn bit i l ca Vinalink l ai. a s kin cng cho rng yu t H thng i l lun c phn hi nhanh nn c gom vo chung vi yu t H thng i l cung cp cht lng dch v tt v phn hi ca i l cng l mt tiu ch ca cht lng dch v.

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Ngoi ra, kt qu nghin cu nh tnh cn cho thy mt s cc yu t khc nh: Cng ty c thi gian lm vic thun tin; V tr ca vn phng cng ty thun tin cho vic giao dch v x l hng ha; Cch b tr, trang tr phng c, t chc gia cc b phn, trang phc nhn vin to c n tng v hnh nh ca cng ty; Thng hiu uy tn cng l cc yu t khch hng quan tm. Trn c s kt qu nghin cu nh tnh, thang o c iu chnh nh sau gm 26 bin: Bng 3.2: Thang o 2 v cc yu t nh hng n mc hi lng ca khch hng v dch v giao nhn hng khng tin cy ca dch v (Service reliability) 1. Khi cng ty ha phn hi vic g vo thi gian no th cng ty s lm nh vy 2. Dch v c thc hin ng nh tha thun/ gii thiu 3. Hng c giao n ni ng lch 4. Gii quyt tha ng vn pht sinh/ khiu ni phn nn ca khch hng 5. Thng bo khch hng ngay khi c s thay i hay kh khn pht sinh trong ni dung phc v nh: lch bay, l trnh i ca hng, thng quan 6. Cng ty lu khng xy ra sai st Gi cc, ph dch v v s a dng ca sn phm dch v (Rates, charges and service diversification) 1. Sn phm dch v ca cng ty a dng d la chn 2. Gi cc ca cng ty cnh tranh so vi cc cng ty khc 3. Mc ph dch v ca cng ty cnh tranh so vi cc cng ty khc Dch v khch hng (Customer service) 1. Nhn vin lun phc v nhanh chng, ng hn 2. Nhn vin lun sn sng gip khch hng 3. Nhn vin lun phc v chu o ngay c trong ma cao im

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4. Nhn vin lun t ra lch s, nh nhn 5. Nhn vin tr li tha ng cc cu hi/ yu cu ca khch hng 6. Nhn vin cung cp chng t nhanh chng, chnh xc 7. Nhn vin c nng lc chuyn mn tt 8. Thi ca nhn vin hp tc v tn tm trc nhng yu cu ca khch hng Mng li vn phng v i l (Network coverage) 1. Cng ty c mng li vn phng v i l rng khp p ng nhu cu vn chuyn hng ha 2. Cng ty c mi quan h tt v tin cy vi h thng i l 3. H thng i l cung cp cht lng dch v tt Cc yu t hu hnh (Tangibility) 1. Cng ty c cng ngh hin i v lun c nhng ci tin v cng ngh (my mc, trang thit b, phn mm, quy trnh, internet) 2. C s vt cht ca cng ty (i ng xe, nh kho, phng tin lm hng ) phc v tt cho nhu cu ca khch hng 3. Cng ty c thi gian lm vic thun tin 4. V tr ca vn phng cng ty thun tin cho vic giao dch v x l hng ha 5. Cch b tr, trang tr phng c, t chc gia cc b phn, trang phc nhn vin to c n tng v hnh nh ca cng ty 6. Thng hiu Vinalink to c uy tn trn th trng 3.2 Nghin cu nh lng 3.2.1 Thit k nghin cu nh lng 3.2.1.1 i tng nghin cu i tng nghin cu l cc cng ty thng mi, cng ty sn xut trc tip c nhu cu v dch v giao nhn hng khng v c kinh nghim xut

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hng bng ng hng khng qua dch v ca Vinalink. Bng cu hi c gi ti nhng ngi trc tip t gi ch, quyt nh vic la chn dch v cho cc l hng. 3.2.1.2 Mu iu tra v cch thc iu tra Mu iu tra c chn theo phng php chn mu thun tin. C s d liu khch hng hng xut ca Vinalink tnh n thng 9 nm 2008 hin c 981 khch hng. Kch thc mu d tnh cho nghin cu khong 100 (khong 10% s khch hng hin c). Thng l s dng mt t l phn trm ca m ng xc nh kch thc mu l khng c ngha thng k. Tuy nhin, trong a s cc trng hp, theo kinh nghim th t l 10% c th c p dng [27]. Thng thng, vi dch v hoc hng tiu dng, mu khong 100 cho mi phn on l thch hp [1]. Bng cu hi c gi n khch hng bng email, fax v gi trc tip. 3.2.1.3 Thit k bng cu hi Ni dung bng cu hi gm 2 phn chnh, Phn 1 gm nhng cu hi v cc yu t nh hng n mc hi lng ca khch hng. Phn ny c chia thnh 2 bn:- Bn tri: nh gi ca khch hng v mc quan trng ca tng yu

t. Trong , 1: Hon ton khng quan trng; 2: Khng quan trng; 3: Tng i quan trng; 4: Quan trng; 5: Rt quan trng.- Bn phi: nh gi ca khch hng v cht lng ca yu t (khch

hng c hi lng v yu t hay khng). Trong , 1: Hon ton khng ng ; 2: Khng ng ; 3: C th ng ; 4: ng ; 5: Hon ton ng . Phn 2 gm cc cu hi nhm thu thp thng tin v khch hng.

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Bng cu hi c thit k qua cc giai on: Giai on 01: Xy dng bng cu hi da trn cc yu t thnh phn trong thang o tc ng n mc hi lng ca khch hng Giai on 02: Sau khi thit k bng cu hi, tc gi tin hnh ly kin ng gp ca ng nghip v trc tip phng vn th 3 khch hng ti cng ty kim tra v hnh thc cng nh ni dung ca bng cu hi Giai on 03: Chnh sa v hon tt bng cu hi trc khi trc khi tin hng iu tra khch hng. Ni dung chi tit ca Bng cu hi c trnh by Ph lc 3. 3.2.1.4 Phng tin nghin cu Phn mm SPSS 11.5 c s dng x l v phn tch d liu. thun tin cho vic nhp d liu, phn tch v trnh by, cc bin nghin cu c m ha theo Ph lc 4. thc hin nh gi mc hi lng ca khch hng v dch v giao nhn hng khng ti cng ty Vinalink, thang o cc yu t nh hng n mc hi lng ca khch hng v dch v giao nhn hng khng c kim nh thng qua h s tin cy Cronbach Alpha, phn tch nhn t khm ph EFA v phn tch hi quy tuyn tnh bi thng qua phn mm x l s liu thng k SPSS: - Cng c Cronbach Alpha dng kim nh mi tng quan gia cc bin (Reliability Analysis). Nu bin no m s tn ti ca n lm gim Cronbach Alpha th s c loi b Cronbach Alpha tng ln, cc bin cn li gii thch r hn v bn cht ca khi nim chung .

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- Phn tch nhn t khm ph EFA (exploratory factor analysis) dng thu nh v tm tt d liu. Trong nghin cu chng ta thu thp lng bin kh ln nhng cc bin c lin h vi nhau nn chng ta gom chng thnh cc nhm bin c lin h xem xt v trnh by di dng mt s t nhn t c bn c tc ng n mc hi lng ca khch hng. Phng php trch h s c s dng l Principal Component Analysis vi php xoay Varimax v im dng khi trch cc yu t c eigenvalue l 1. Cc bin quan st c trng s factor loading nh hn 0.50 s b loi. Thang o c chp nhn khi tng phng sai trch bng hoc ln hn 0.50 - Sau khi phn tch nhn t, thang o c a vo phn tch hi quy tuyn tnh bi vi u vo l s nhn t c xc nh nhm xem xt mc nh hng ca cc nhn t ny i vi mc hi lng ca khch hng. Sau qu trnh kim nh trn, thang o c a vo phn tch nh gi thc trng dch v giao nhn hng khng ti cng ty Vinalink thng qua cc m hnh o lng hi lng khch hng. Kim nh Independent-samples Ttest v kim nh One way ANOVA c dng xem xt nh hng ca cc bin nh tnh n cc yu t cn ci tin ci thin mc hi lng khch hng. 3.2.2 M t mu 3.2.2.1 Mu t c mu khong 100, 150 bng cu hi c gi cho khch hng, tng s bng cu hi phng vn khch hng thu v c l 115. Sau khi loi b 16 bng do c qu nhiu trng, tng s bng cu hi c a vo x l l 99.

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3.2.2.2 Thng tin mu Bng 3.3 Bng tng hp thng tin muTiu ch Loi hnh cng ty Cng ty sn xut Cng ty thng mi Mc trng lng tnh cc 500kgs Tt c cc mc trn Mc thng xuyn Hng ngy Mi tun Mi thng Lu hn na Ni n Chu / Chu c Chu u/ Chu M/ Chu Phi C hai S ngi 99 24 75 99 8 31 4 56 99 1 35 36 27 99 25 17 57 T l (%) 100.00 24.20 75.80 100.00 8.10 31.30 4.00 56.60 100.00 1.00 35.40 36.40 27.30 100.00 25.30 17.20 57.60

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V loi hnh cng ty, trong 99 bng cu hi hon tt, c 75 khch hng c phng vn thuc loi hnh cng ty thng mi (chim 75.80% kch thc mu), 24 khch hng thuc loi hnh cng ty sn xut (chim 24.20% kch thc mu). Vinalink hng n khch hng mc tiu l loi hnh cng ty thng mi v cng ty sn xut. V mc trng lng tnh cc ca hng, c 8 khch hng c phng vn i hng mc trng lng tnh cc 500kgs, chim 4.00% kch thc mu. 56 khch hng i hng tt c cc mc trng lng tnh cc trn, chim 56.60% kch thc mu. V mc thng xuyn, c 1 khch hng i hng qua Vinalink hng ngy, chim 1% kch thc mu. 35 khch hng i hng qua Vinalink mi tun, chim 35.40% kch thc mu. 36 khch hng i hng qua Vinalink mi thng, chim 36.40% kch thc mu. 27 khch hng i hng qua Vinalink vi mc thng xuyn lu hn na, chim 27.30% kch thc mu. Khch hng cng thng xuyn i hng qua dch v ca Vinalink s c nhng nhn xt chnh xc hn v dch v ca Vinalink. Trong tng s 99 bng cu hi hon tt, c 25 khch hng i hng n khu vc Chu / Chu c, chim 25.30% kch thc mu. 17 khch hng i hng n khu vc Chu u/ Chu M/ Chu Phi, chim 17.20% kch thc mu. 57 khch hng chim 57.60% kch thc mu i hng n c hai khu vc ny. Khu vc Chu / Chu c l khu vc gn vi thi gian vn chuyn nhanh v gi cc r, trong khi khu vc Chu u/ Chu M/ Chu Phi l khu vc xa vi thi gian vn chuyn hng lu hn v gi cc cao hn.

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3.2.3 Kt qu kim nh thang o 3.2.3.1 H s tin cy Cronbach Alpha Kt qu Cronbach alpha ca cc thnh phn thang o mc hi lng khch hng v dch v giao nhn hng khng c trnh by Bng 3.4. Thnh phn tin cy ca dch v c Cronbach alpha l .8297. Cc h s tng quan bin tng ca cc bin o lng thnh phn ny u cao. Nh nht l .5295 (c4). V vy, cc bin o lng thnh phn ny u c s dng trong phn tch EFA tip theo. Thnh phn Gi cc, ph dch v v a dng ca sn phm c Cronbach alpha l .8460. Cc h s tng quan bin tng ca cc bin o lng thnh phn ny u cao. Nh nht l .6635 (c8). V vy, cc bin o lng thnh phn ny u c s dng trong phn tch EFA tip theo. Thnh phn Dch v khch hng c Cronbach alpha l .8571. Cc h s tng quan bin tng ca cc bin o lng thnh phn ny u cao. Nh nht l .5521 (c13). V vy, cc bin o lng thnh phn ny u c s dng trong phn tch EFA tip theo. Thnh phn Mng li vn phng c Cronbach alpha l .7900. Cc h s tng quan bin tng ca cc bin o lng thnh phn ny u cao. Nh nht l .6084 (c18). V vy, cc bin o lng thnh phn ny u c s dng trong phn tch EFA tip theo. Thnh phn Cc yu t hu hnh c Cronbach alpha l .7948. H s tng quan bin tng ca bin c24 (V tr vn phng) kh nh (.2801), nh hn tiu chun cho php 0.30. Khi loi bin c24 th h s Cronbach Alpha ca thang o tng t 0.7948 ln 0.8160. V vy, bin c24 b loi trong phn tch EFA tip theo.

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Bng 3.4: Cronbach alpha ca cc thnh phn thang o mc hi lng khch hng v dch v giao nhn hng khngBin quan st tin cy ca dch v C1 C2 C3 C4 C5 C6 Alpha = .8297 Gi cc, ph dch v v a dng ca sn phm C7 C8 C9 Alpha = .8460 Dch v khch hng C10 C11 C12 C13 C14 C15 C16 C17 Alpha = .8571 Mng li vn phng C18 C19 C20 Alpha = .7900 7.3737 7.7374 8.0404 1.1344 1.0528 1.2432 0.6084 0.6711 0.6198 0.7400 0.6705 0.7299 26.3030 27.0606 27.2020 26.2727 27.5354 26.6970 26.6263 26.4040 8.6623 8.5881 8.3873 9.3228 7.9043 9.0297 9.5426 8.5902 0.6321 0.6743 0.6574 0.5521 0.6203 0.5911 0.5614 0.5818 0.8362 0.8314 0.8329 0.8458 0.8416 0.8413 0.8464 0.8426 7.1616 6.8990 7.8384 1.6879 1.6836 1.5042 0.7438 0.6635 0.7388 0.7604 0.8324 0.7614 17.6061 17.6061 17.5455 17.8384 17.7172 17.8485 6.4045 6.1187 7.0260 6.6471 5.8988 6.5788 0.5953 0.6352 0.5975 0.5295 0.6271 0.6602 0.8034 0.7951 0.8068 0.8168 0.7988 0.7924

Trung bnh thang o nu loi bin

Phng sai thang o nu loi bin

Tng quan bin tng

Alpha nu loi bin

Cc yu t hu hnh C21 C22 C23 C24 C25 C26 Alpha = .7948 19.5152 18.5051 19.4747 18.3333 19.6263 19.1919 3.9258 4.0893 4.2519 5.0204 4.3589 3.8710 0.6357 0.6321 0.4995 0.2801 0.6031 0.6480 0.7410 0.7432 0.7757 0.8160 0.7533 0.7376

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3.2.3.2 Kt qu phn tch nhn t khm ph (EFA) Theo Hair & ctg (1998, 111) [17], Factor loading l ch tiu m bo mc ngha thit thc ca EFA. Factor loading ln hn 0.30 c xem l t mc ti thiu, Factor loading ln hn 0.40 c xem l quan trng, ln hn 0.50 c xem l c ngha thit thc. Factor loading ln nht ca cc bin quan st phi ln hn hoc bng 0.50. Chn Suppress absolute values less than bng 0.50 m bo c ngha thit thc ca EFA. Phng php trch yu t Principal Component Analysis vi php xoay Varimax v im dng khi trch cc yu t c eigenvalue l 1 c s dng cho phn tch nhn t i vi 25 bin quan st. Kt qu kim nh Barletts cho thy gia cc bin trong tng th c mi tng quan vi nhau (sig = 0.000), ng thi h s KMO=0.892 chng t phn tch nhn t nhm cc bin li vi nhau l thch hp (xem Ph lc 5). Vi gi tr Eigenvalue 1.188, 25 bin c nhm li thnh 04 nhn t. Tng phng sai trch c 62.101, ngha l kh nng s dng 04 nhn t ny gii thch cho 25 bin quan st l 62.101%. Bng Rotated Component Matrix (a) ca Ph lc 5 cho thy 04 bin c Factor loading ln nht nh hn 0.50 l Hng n ng lch, Phn hi i vi khch hng, Thi gian lm vic v Phng c. 04 bin quan st ny c loi b v khng tha mn tiu chun trn. Nh vy, tng cng c 04 nhn t c rt trch bao gm 21 bin: Nhn t th nht bao gm 08 bin: quan h i l, cc cnh tranh, ph dch v cnh tranh, mng li i l, sn phm a dng, cht lng i l, dch v ng nh tha thun, chuyn mn tt. Cc bin ny c ni dung lin quan n h thng vn phng v i l, mc cnh tranh ca cc ph v

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ph dch v, a dng ca sn phm dch v, cc yu t ca dch v: chuyn mn ca nhn vin, dch v ng. Nhn t ny c t tn l p ng. Nhn t th hai bao gm 07 bin: cung cp chng t, gii quyt tha ng vn / khiu ni, thng bo vn , tr li tha ng cc yu cu, chu o ma cao im, khng sai st, phc v ng hn. Nhn t ny c t tn l chuyn nghip. Nhn t th ba bao gm 03 bin: c s vt cht, cng ngh v thng hiu. Nhn t ny c t tn l hu hnh. Nhn t th t bao gm 03 bin: lch s nh nhn, tn tm vi cc yu cu, gip khch hng. Nhn t ny c t tn l tn tm. 3.2.3.3 Kt qu phn tch hi quy bi Phng trnh hi quy bi biu din mi quan h gia cc nhn t v mc hi lng ca khch hng c dng nh sau: Y = o + 1X1 + 2X2 + 3X3 + 4X4 Trong : - Y l bin ph thuc th hin gi tr d on v mc hi lng ca khch hng - o, 1, 2, 3, 4 l cc h s hi quy-

X1, X2, X3, X4 l cc bin c lp theo th t: p ng, chuyn nghip, hu hnh, tn tm Sau khi chy hi quy tuyn tnh bi vi phng php a vo mt lt

(Enter), ta c R2 = 0.573 v R2 iu chnh = 0.555 (Ph lc 6). Kt qu ny cho thy m hnh l ph hp, c mi tng quan tng i mnh gia bin

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ph thuc v cc bin c lp ca m hnh. Biu phn tn cho thy cc mi quan h c xu hng theo ng thng. Kim nghim F vi Sig F = 0.000 < 0.05 cho thy m hnh hi quy tuyn tnh bi c xy dng ph hp vi tp d liu. Quan st cc h s chun ha, ta thy c 4 nhn t: p ng, chuyn nghip, hu hnh, tn tm u c mi quan h tuyn tnh vi Mc hi lng ca khch hng vi Sig t = 0.000 < 0.05 Phng trnh hi quy bi c xc nh nh sau: Mc hi lng khch hng = 3.859 + 0.339 ( p ng) + 0.306 ( chuyn nghip) + 0.222 ( hu hnh) + 0.241 ( tn tm)

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CHNG 4: KT QU V BIN LUN Trn c s m hnh o lng mc hi lng ca khch hng Chng 2, phng php v kt qu nghin cu Chng 3, kt qu v bin lun s c trnh by chng 4 thng qua cc nh gi ca khch hng thy c thc trng mc hi lng ca khch hng v dch v giao nhn hng khng ti cng ty Vinalink Nhn chung, khch hng c kho st kh hi lng v dch v giao nhn hng khng ti cng ty Vinalink (im hi lng trung bnh 3.86). Trong 99 bng cu hi a vo x l, c 20.20% khch hng hon ton hi lng v dch v ca Vinalink, 46.50% hi lng, 32.30% c th hi lng v 1% khng hi lng.

Hon ton hi lng, 20.20%

Khng hi lng, 1.00%

C th hi lng, 32.30%

13

Khng hi lng C th hi lng Hi lng Hon ton hi lng

Hi lng, 46.50%

Hnh 4.1: Mc hi lng

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4.1 Mi yu t c khch hng nh gi quan trng nht Bng 4.1: Tng hp tm quan trng ca cc yu tS th t Yu t p ng 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 Quan h i l Cc cnh tranh Ph dch v cnh tranh Mng li i l Sn phm a dng Cht lng i l Dch v ng Chuyn mn tt chuyn nghip Cung cp chng t Gii quyt vn / khiu ni Thng bo vn Tr li tha ng Chu o ma cao im Khng sai st Phc v ng hn tn tm Lch s, nh nhn Tn tm vi cc yu cu Gip khch hng hu hnh C s vt cht Cng ngh Thng hiu Trung bnh 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 7.10 0.00 0.00 2.00 3.00 8.10 0.00 1.00 0.00 7.10 8.10 0.00 16.20 8.10 8.10 0.00 16.20 8.10 4.00 21.20 8.10 6.02 35.40 33.30 40.40 38.40 39.40 33.30 33.30 31.30 35.40 34.30 50.50 57.60 25.30 26.30 41.40 66.70 34.30 58.60 40.40 24.20 35.40 38.82 57.60 66.70 59.60 59.60 57.60 58.60 66.70 67.70 64.60 58.60 41.40 42.40 58.60 65.70 50.50 33.30 49.50 33.30 55.60 54.50 56.60 55.18 4.51 4.67 4.60 4.58 4.55 4.51 4.67 4.67 4.65 4.52 4.33 4.42 4.42 4.58 4.42 4.33 4.33 4.25 4.52 4.33 4.48 4.49 Tm quan trng 1 (%) 2 (%) 3 (%) 4 (%) 5 (%) TB im

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Ghi ch: Cc s liu t ct 3 n ct 7 ca Bng 4.1 th hin t l phn trm kin ca khch hng nh gi cc ch tiu cc mc : 1: hon ton khng quan trng; 2: khng quan trng; 3: tng i quan trng; 4: quan trng; 5: rt quan trng.4.80 4.70 2 1

Tm quan trng

4.60 4.50 4.40 4.30 4.20 4.10 4.00

7 8 9 3 4 14 5 Tm quan trng trung10 chung bnh 6 12 13 15 11 16 17 18

19 20

21

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 Yu t

Hnh 4.2: Phn b tm quan trng ca cc yu t

- Trong Hnh 4.2, cc yu t c nh s theo s th t cc yu t trong Bng 4.1 Bng 4.1 v Hnh 4.2 cho thy 10 yu t khch hng nh gi quan trng nht (nm pha trn ng tm quan trng trung bnh chung) bao gm:Yu t Yu t 2 Yu t 8 Yu t 7 Yu t 9 Yu t 3 Yu t 4 Yu t 14 Yu t 5 Yu t 19 Yu t 10 Tn yu t Cc cnh tranh Chuyn mn tt Dch v ng Cung cp chng t Ph dch v cnh tranh Mng li i l Khng sai st Sn phm a dng C s vt cht Gii quyt vn / khiu ni im s tm quan trng 4.67 4.67 4.67 4.65 4.60 4.58 4.58 4.55 4.52 4.52

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4.2 Mi yu t khch hng t hi lng nht Bng 4.2: Tng hp mc hi lng khch hng i vi cc yu tS th t Yu t p ng 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 Quan h i l Cc cnh tranh Ph dch v cnh tranh Mng li i l Sn phm a dng Cht lng i l Dch v ng Chuyn mn tt chuyn nghip Cung cp chng t Gii quyt vn / khiu ni Thng bo vn Tr li tha ng Chu o ma cao im Khng sai st Phc v ng hn tn tm Lch s, nh nhn Tn tm vi cc yu cu Gip khch hng hu hnh C s vt cht Cng ngh Thng hiu Trung bnh 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 19.20 0.00 0.00 0.00 2.00 0.00 25.30 10.10 12.10 0.00 4.00 3.00 0.00 0.00 1.00 0.00 29.30 22.20 53.50 11.10 34.30 49.50 46.50 11.10 46.50 41.40 31.30 51.50 57.60 58.60 20.20 1.00 10.10 7.10 57.60 50.50 24.20 57.60 52.50 47.50 38.40 81.80 26.30 47.50 49.50 44.40 34.30 35.40 70.70 66.70 58.60 57.60 13.10 27.30 3.00 31.30 13.10 3.00 13.10 7.10 2.00 1.00 7.10 4.00 4.00 3.00 9.10 32.30 30.30 35.40 3.84 4.05 3.11 4.20 3.79 3.54 3.63 3.96 3.05 3.39 3.52 3.53 3.38 3.38 3.89 4.31 4.18 4.28Mc hi lng

1 (%)

2 (%)

3 (%)

4 (%)

5 (%)

TB im

19 20 21

0.00 0.00 0.000.00

0.00 5.10 0.003.90

4.00 50.50 36.4032.08

49.50 42.40 53.5049.83

46.50 2.00 10.1014.18

4.42 3.41 3.743.74

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Ghi ch: Cc s liu t ct 3 n ct 7 ca Bng 4.2 th hin t l phn trm kin ca khch hng nh gi cc ch tiu cc mc : 1: hon ton khng ng ; 2: khng ng ; 3: c th ng ; 4: ng ; 5: hon ton ng .5.00

Mc hi lng

4.50 4.00 3.50 3.00 3 2 1 4 15 Mc hi lng trung bnh chung 5 6 7 10 9 Yu t 11 12 13 14 8 16 17 18

19

21 20

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21

Hnh 4.3: Phn b mc hi lng ca khch hng i vi cc yu t

- Trong Hnh 4.3, cc yu t c nh s theo s th t cc yu t trong Bng 4.2 Bng 4.2 v Hnh 4.3 cho thy 10 yu t khch hng t hi lng nht (nm pha di ng mc hi lng trung bnh chung) bao gm:Yu t Yu t 9 Yu t 3 Yu t 14 Yu t 13 Yu t 10 Yu t 20 Yu t 11 Yu t 12 Yu t 6 Yu t 7 Tn yu t Cung cp chng t Ph dch v cnh tranh Khng sai st Chu o ma cao im Gii quyt vn / khiu ni Cng ngh Thng bo vn Tr li tha ng Cht lng i l Dch v ng im s hi lng 3.05 3.11 3.38 3.38 3.39 3.41 3.52 3.53 3.54 3.63

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4.3 Mi yu t c khong cch ln nht gia im s tm quan trng v im s hi lng Bng 4.3: Tng hp khong cch gia im s tm quan trng v im s hi lngS th t 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 Yu t p ng Quan h i l Cc cnh tranh Ph dch v cnh tranh Mng li i l Sn phm a dng Cht lng i l Dch v ng Chuyn mn tt chuyn nghip Cung cp chng t Gii quyt vn / khiu ni Thng bo vn Tr li tha ng Chu o ma cao im Khng sai st Phc v ng hn tn tm Lch s, nh nhn Tn tm vi cc yu cu Gip khch hng hu hnh C s vt cht Cng ngh Thng hiu Trung bnh 3.84 4.05 3.11 4.20 3.79 3.54 3.63 3.96 3.05 3.39 3.52 3.53 3.38 3.38 3.89 4.31 4.18 4.28 4.50 4.67 4.60 4.58 4.55 4.51 4.67 4.67 4.65 4.52 4.33 4.42 4.42 4.58 4.42 4.33 4.33 4.25 0.67 0.62 1.49 0.38 0.76 0.97 1.04 0.71 1.60 1.13 0.81 0.89 1.04 1.20 0.53 0.02 0.15 -0.03 TB mc hi lng (1) TB tm quan trng (2) TB chnh lch (3 = (2)-(1)

19 20 21

4.42 3.41 3.74 3.74

4.52 4.33 4.48 4.49

0.10 0.92 0.74 0.75

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Bng 4.3 cho thy 10 yu t c khong cch ln nht gia im s tm quan trng v im s hi lng bao gm: Yu tYu t 9 Yu t 3 Yu t 14 Yu t 10 Yu t 13 Yu t 7 Yu t 6 Yu t 20 Yu t 12 Yu t 11

Tn yu tCung cp chng t Ph dch v cnh tranh Khng sai st Gii quyt vn / khiu ni Chu o ma cao im Dch v ng Cht lng i l Cng ngh Tr li tha ng Thng bo vn

Khong cch chnh lch1.60 1.49 1.20 1.13 1.04 1.04 0.97 0.92 0.89 0.81

Kt qu kho st cho thy 10 yu t c khong cch ln nht gia im s tm quan trng v im s hi lng cng l 10 yu t khch hng t hi lng nht.

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4.4 Phn tch cc yu t theo ma trn nh gi mc tha mn v tm quan trng (Hnh 4.4)

4.60 4.4016 18

19

Mc tha mn

4.20 4.00 3.80 3.60 3.40 3.20 3.00 4.20

I

17 15

Mc tha mn TB

Tm quan trng 1 TB6 10

4 2 8 07

IV

5

II20

1113

12

21

143 9

III

4.30

4.40

4.50 Tm quan trng

4.60

4.70

4.80

Hnh 4.4: Ma trn nh gi mc tha mn v tm quan trng

Ghi ch: - Trong Hnh 4.4, cc yu t c nh s theo s th t cc yu t trong Bng 4.3 4.4.1 Bn yu t nm trong vng I Khu vc gi tr gia tng khng cn thay iYu t Tn yu t im s hi lng Yu t 15 Yu t 17 Yu t 18 Yu t 16 Phc v ng hn Tn tm vi yu cu Gip khch hng Lch s, nh nhn 3.89 4.18 4.28 4.31 im s tm quan trng 4.42 4.33 4.25 4.33 Khong cch chnh lch 0.53 0.15 -0.03 0.02

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4.4.2 Nm yu t nm trong vng II Khu vc t cn ch , cc thay i c u tin thpYu t Tn yu t im s hi lng Yu t 13 Yu t 20 Yu t 11 Yu t 12 Yu t 21 Chu o ma cao im Cng ngh Thng bo vn Tr li tha ng Thng hiu 3.38 3.41 3.52 3.53 3.74 im s tm quan trng 4.42 4.33 4.33 4.42 4.48 Khong cch chnh lch 1.04 0.92 0.81 0.89 0.74

4.4.3 Su yu t nm trong vng III Khu vc cn ci tin, cc ci tin cn c u tinYu t Tn yu t im s hi lng Yu t 9 Yu t 3 Yu t 14 Yu t 10 Yu t 6 Yu t 7 Cung cp chng t Ph dch v cnh tranh Khng sai st Gii quyt vn / khiu ni Cht lng i l Dch v ng 3.05 3.11 3.38 3.39 3.54 3.63 im s tm Khong cch quan trng 4.65 4.60 4.58 4.52 4.51 4.67 chnh lch 1.60 1.49 1.20 1.13 0.97 1.04

4.4.4 Su yu t nm trong vng IV Khu vc cht lng cao, cn c duy trYu t Tn yu t im s hi lng Yu t 5 Yu t 1 Yu t 8 Yu t 2 Yu t 4 Yu t 19 Sn phm a dng Quan h i l Chuyn mn tt Cc cnh tranh Mng li i l C s vt cht 3.79 3.84 3.96 4.05 4.20 4.42 im s tm quan trng 4.55 4.51 4.67 4.67 4.58 4.52 Khong cch chnh lch 0.76 0.67 0.71 0.62 0.38 0.10

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4.5 Phn tch cc yu t theo tng nhn t 4.5.1 V nhn t p ng Bng 4.4: Tng hp mc hi lng khch hng v tm quan trng i vi nhn t p ngS th t 01 02 03 04 05 06 07 08 Yu t Quan h i l Cc cnh tranh Ph dch v cnh tranh Mng li i l Sn phm a dng Cht lng i l Dch v ng Chuyn mn tt p ng 0.00 0.00 0.00 0.00 29.30 22.20 53.50 11.10 34.30 49.50 46.50 11.10 32.19 57.60 50.50 24.20 57.60 52.50 47.50 38.40 81.80 51.26 13.10 27.30 3.00 31.30 13.10 3.00 13.10 7.10 13.88Mc hi lng

1 (%)

2 (%)

3 (%)

4 (%)

5 (%)

TB im (1)

TB tm quan trng(2)

TB chnh lch (3) =(2-(1

3.84 4.05 3.11 4.20 3.79 3.54 3.63 3.96 3.77

4.51 4.67 4.60 4.58 4.55 4.51 4.67 4.67 4.60

0.67 0.62 1.49 0.38 0.76 0.97 1.04 0.71 0.83

0.00 19.20 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 2.00 0.00 2.65

4.5.1.1 V mng li vn phng v i l 4.5.1.1.1 V mc bao ph ca mng li vn phng v i l (Yu t 04) Bng 4.4 cho thy: 31.30% khch hng nh gi rt cao, 57.60% khch hng nh gi cao v 11.10% nh gi trung bnh yu t ny. Mc hi lng ca khch hng t 4.20. Trung bnh chnh lch gia im s tm quan trng v im s hi lng ca khch hng 0.38 cho thy Vinalink p ng c phn ln mong mun ca khch hng i vi yu t ny.

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C th Vit Nam, Vinalink c vn phng chi nhnh cng ty ti H Ni, Hi Phng; vn phng giao nhn ti Bnh Dng (Khu cng nghip Vit nam - Singapore). nc ngoi, Vinalink c mng li i l rng khp cc chu lc v y chnh l li th rt ln ca Vinalink i vi rt nhiu cc cng ty giao nhn khc trong ngnh. Trong ngnh giao nhn hng khng, i l l yu t rt quan trng m bo hng ha c x l hp l v kp thi ti cc sn bay n trn ton cu c bit vi tnh cht gp v lun cn giao hng nhanh ca hng ha vn chuyn bng ng hng khng. i l chnh l mt nh giao nhn c tr s hoc vn phng ti mt nc/ sn bay n m Vinalink c mi quan h kinh doanh/ x l hng ha vi i l ny thng qua mt hp ng i l. c c mt mng li h thng i l rng khp, cng ty phi u t thc hin cng tc i ngoi mt cch hiu qu. Cc cng ty giao nhn quy m nh hoc khng c thm nin trong ngnh u khng th pht trin c mng li i l rng khp cc chu lc. C nhiu l hng c thc hin qua dch v ca Vinalink ch s dng i l x l hng ha ti ni n, c bit l i vi cc l hng khch hng yu cu phi c giao tn tay khch hng ti nc n, khi i l chnh l bn s thay mt Vinalink thc hin dch v khai hi quan, giao hng ti nc n. i vi khch hng, cht lng dch v ca i l cng chnh l cht lng dch v ca Vinalink. 4.5.1.1.2 i vi yu t mi quan h tt v tin cy vi h thng i l (Yu t 01) Bng 4.4 cho thy: 13.10% khch hng nh gi rt cao, 57.60% khch hng nh gi cao v 29.30% nh gi trung bnh yu t ny. Mc hi lng ca khch hng t 3.84. Trung bnh chnh lch gia im s tm quan trng v im s hi lng ca khch hng i vi yu t ny 0.67 cho thy khch hng tng i hi lng vi yu t ny.

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Mi quan h tt v tin cy vi h thng i l l c s Vinalink c c gi cc v ph dch v cnh tranh cho cc dch v do i l cung cp v c i l h tr v mi mt cho vic x l hng ha ni n. Mi quan h tin cy c bit quan trng v mt ti chnh Vinalink c th thng qua i l thc hin vic thu cc ph ni n v i l cng tin cy thc hin dch v ti ni n vi chi ph s c thanh ton vo s d hng thng gia hai bn m khng yu cu Vinalink phi thanh ton trc khi thc hin dch v. y l li th rt ln ca Vinalink i vi cc l hng cn thu tin cc ti nc n. Mi quan h tt v tin cy vi cc i l c thc y thng qua cc cuc thm ving cc i l, xc tin k kt hp ng i l. Pht trin cc giao dch c li cho hai bn cng chnh l c s bn vng cho mi quan h tin cy lu di gia Vinalink v cc i l. Mng li i l ca Vinalink rng khp tuy nhin mc tin cy vi i l mt s nc cn hn ch. iu ny th hin thc t vic nh i l thu tin cc ti mt s ni n vn cha th c thc hin, gi cc v ph dch v do i l cung cp cho cc dch v vn cha cnh tranh mt s ni n. 4.5.1.1.3 i vi yu t cht lng dch v ca i l (Yu t 06) Bng 4.4 cho thy: 3.00% khch hng nh gi rt cao, 47.50% khch hng nh gi cao v 49.50% nh gi trung bnh yu t ny. Mc hi lng ca khch hng 3.54. Trung bnh chnh lch gia im s tm quan trng v im s hi lng ca khch hng i vi yu t ny 0.97 cho thy Vinalink p ng c rt t so vi mong mun ca khch hng i vi yu t ny. Kt qu kho st cho thy Vinalink cn phi ch trng nhiu hn na vo cht lng dch v ca i l. Mt s tuyn Vinalink c c h thng i l tt nh Nht, Hn Quc, i Loan, Hng Kng, Trung Quc, cc nc

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Bc M, Ty u, Bc u, ng Nam , Trung ng tuy nhin vn xy ra nhiu trng hp tr ni trong giao hng lm pht sinh ph lu kho v nh hng n uy tn i vi khch hng. Vinalink vn cha c i l cht lng dch v tt ti mt s nc nh Campuchia, Nga, cc nc ng u, Chu Phi, Chu M La Tinhgi c dch v cc khu vc ny kh cao v cht lng dch v khng p ng c yu cu khch hng. Cht lng dch v ca i l cn th hin phn hi ca i l. Do tnh cht gp ca hng ha vn chuyn bng c hng khng, khch hng lun yu cu cung cp thng tin lin tc v l hng ca h. Chnh v vy Vinalink phi c phn hi nhanh chng t pha i l cung cp thng tin cho khch hng. Thc t cho thy vic tr ni trong phn hi ca i l lm nh hng n mc hi lng ca khch hng. 4.5.1.2 V cc ph, ph dch v v s a dng ca sn phm dch v 4.5.1.2.1 V cc ph (Yu t 02) Bng 4.4 cho thy: 27.30% khch hng nh gi rt cao, 50.50% khch hng nh gi cao v 22.20% nh gi trung bnh yu t ny. Mc hi lng ca khch hng t 4.05 cho thy khch hng hi lng vi yu t ny. Trung bnh chnh lch gia im s tm quan trng v im s hi lng ca khch hng 0.62 cho thy khch hng mong mun c p ng hn na yu t ny. Con s phn nh chnh xc thc t Vinalink rt c li th v gi cc hng khng so vi nhiu cc cng ty giao nhn khc cng ngnh. C c li th l nh thi gian hot ng lu nm trong ngnh cng vi nhng n lc ca cng ty khng nh sn lng hng ha n nh v m bo tn dng tt i vi cc hng hng khng. Mc cnh tranh ca cc ph da trn c s Vinalink c hp ng bn hng c bit vi hu ht cc hng hng khng ln nh ang c mt ti Vit Nam. Nh vo uy tn ca Vinalink i vi cc hng

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hng khng, Vinalink c kh nng thng lng gi v ti tt c bit vo cc ma cao im. Gi cc tt cng chnh l l do Vinalink nhn c rt nhiu hng co-load - hng c t ch t cc cng ty giao nhn khc. Cc ph cnh tranh cn th hin Vinalink c chnh sch gi tt v linh hot i vi cc i tng khch hng khc nhau. 4.5.1.2.2 V ph dch v (Yu t 03) Bng 4.4 cho thy: 3.00% khch hng nh gi rt cao, 24.20% khch hng nh gi cao, 53.50% nh gi trung bnh v 19.20% nh gi thp yu t ny. Mc hi lng ca khch hng thp ch t 3.11 Trung bnh chnh lch gia im s tm quan trng v im s hi lng ca khch hng rt ln 1.49 cho thy Vinalink cn tp trung ci thin yu t ny lm hi lng khch hng. i vi cc cng ty giao nhn hng khng, ngoi vic bn cc hng khng th mng dch v h tr cng rt quan trng m bo cht lng dch v i vi khch hng v ng gp ng k vo li nhun ca cng ty. Dch v h tr bao gm tt c cc dch v khai thu hi quan, vn chuyn hng ha trong nc, chun b cc chng t cn thit cho vic xut khu mt l hng nh giy chng nhn hun trng, giy chng nhn kim dch hng ha, giy chng nhn xut x hng hav nhiu dch v pht sinh khcc thc hin bi b phn hin trng ca Vinalink. y l kh khn rt ln ca cng ty trong tnh hnh cnh tranh ngy cng gay gt trong ngnh giao nhn vi s ra i ca rt nhiu cng ty giao nhn ln nh sn sng tnh ph dch v rt thp ginh ly cc lung hng, c bit l cc lung hng ln thng xuyn nhy cm v gi.

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4.5.1.2.3 V s a dng ca sn phm dch v (Yu t 5) Bng 4.4 cho thy: 13.10% khch hng nh gi rt cao, 52.50% khch hng nh gi cao, 34.30% nh gi trung bnh yu t ny. Mc hi lng ca khch hng t 3.79. Trung bnh chnh lch gia im s tm quan trng v im s hi lng ca khch hng 0.76 cho thy khch hng tng i hi lng vi yu t ny. Kt qu kho st nh gi ng thc t sn phm hng xut dch v giao nhn hng khng ca Vinalink kh a dng bao gm Bn cc vi hp ng vn chuyn nhiu hng hng khng ln trn th gii nh: Singapore Airlines, Vietnam Airlines, Eva Airways, Thai Airways, Bristish Airways, Brunei Airways,... Vn chuyn hng ha xut khu. Nhn vn chuyn tt c cc loi hng ho t hng thng thng (general cargo), cc mt hng thu hi sn ng lnh, ti sng (perishable cargo), n hng nguy him (Dangerous cargo) t Vit Nam i cc nc. Gom hng l xut khu Vn chuyn kt hp : ng bin v ng hng khng (Sea- Air); ng hng khng v ng bin (Air-Sea); ng hng khng v ng hng khng (Air-Air) Dch v chuyn pht nhanh quc t v trong nc. Nhn chuyn v pht nhanh cc loi chng t, hng mu, v hng thng phm t Vit Nam i cc nc; chuyn pht nhanh chng t v hng ha cc thnh ph ln trong nc nh :Tp. H Ch Minh, Nng v H Ni. Dch v khai thu hi quan, khai quan. Nhn lm th tc hi quan i vi cc l hng l v k hp ng khai thu hi quan cho cc lung hng ln v thng xuyn ca cc cng ty xut nhp khu.

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4.5.1.3 V chuyn mn ca nhn vin (Yu t 8) Bng 4.4 cho thy: 7.10% khch hng nh gi rt cao, 81.80% khch hng nh gi cao, 11.10% nh gi trung bnh yu t ny Mc hi lng ca khch hng t 3.96 cho thy khch hng hi lng vi yu t ny. Trung bnh chnh lch gia im s tm quan trng v im s hi lng ca khch hng 0.71 cho thy khch hng mong mun c p ng hn na yu t ny. Thc t, hn 160 nhn vin ca cng ty a s u c trnh i hc qua cc kha o to nghip v trong v ngoi nc. Nhn s l yu t quyt nh i vi dch v ca cng ty v i ng nhn vin c chuyn mn tt gp phn to dng thng hiu Vinalink i vi khch hng. 4.5.1.4 V yu t dch v c thc hin ng nh tha thun/ gii thiu (Yu t 7) Bng 4.4 cho thy: 13.10% khch hng nh gi rt cao, 38.40% khch hng nh gi cao, 46.50% nh gi trung bnh v 2.00% nh gi thp yu t ny. Mc hi lng ca khch hng t 3.63. Trung bnh chnh lch gia im s tm quan trng v im s hi lng ca khch hng t 1.04 cho thy khch hng cha hi lng vi yu t ny. Uy tn ca cng ty v cng quan trng trong vic m bo dch v c thc hin ng nh gii thiu vi khch hng. Dch v khng c thc hin ng, tr nhng nguyn nhn bt kh khng, c 02 nhm nguyn nhn chnh: Do dch v khng c thc hin ng t pha cc nh cung cp dch v cho Vinalink: lch bay khng ng nh xc nhn khi t gi ch, nh vn chuyn khng x l hng ng theo tnh cht hng ha i vi hng ng lnh, hng ti, rau qu

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Do t pha nhn vin ca Vinalink: hng khng c x l kp khi hnh trn chuyn bay xc nhn vi khch hng, ng kin hng ha khng ng theo yu cu ca khch hng v tnh cht hng ha, kin hng khng c dn nhn ng theo tnh cht hng ha, chng t khng c km theo hng kp chuyn bay 4.5.2 V nhn t chuyn nghip Bng 4.5: Tng hp mc hi lng khch hng v tm quan trng i vi nhn t chuyn nghipS th t 09 10 11 12 13 14 15 Yu t Cung cp chng t 0.00 25.30 Gii quyt vn / 0.00 10.10 khiu ni Thng bo vn 0.00 12.10 Tr li tha ng 0.00 0.00 Chu o ma cao 0.00 4.00 im Khng sai st 0.00 3.00 Phc v ng hn 0.00 0.00 chuyn nghip 0.00 7.79 46.50 41.40 31.30 51.50 57.60 58.60 20.20 43.87 26.30 47.50 49.50 44.40 34.30 35.40 70.70 44.01 2.00 1.00 7.10 4.00 4.00 3.00 9.10 4.31Mc hi lng

1 (%)

2 (%)

3 (%)

4 (%)

5 (%)

TB im (1)

TB tm quan trng(2)

TB chnh lch (3) =(2)-(1)

3.05 3.39 3.52 3.53 3.38 3.38 3.89 3.45

4.65 4.52 4.33 4.42 4.42 4.58 4.42 4.48

1.60 1.13 0.81 0.89 1.04 1.20 0.53 1.03

4.5.2.1 V yu t cung cp chng t nhanh chng, chnh xc (Yu t 9) Bng 4.5 cho thy: 2.00% khch hng nh gi rt cao, 26.30% khch hng nh gi cao, 46.50% nh gi trung bnh v 25.30% nh gi thp yu t ny. Mc hi lng ca khch hng ch t 3.05. Trung bnh chnh lch gia im s tm quan trng v im s hi lng ca khch hng 1.60

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cao nht so vi cc yu t khc cho thy khch hng cha hi lng vi yu t ny. Vic cung cp chng t cho khch hng thc t khng t c s hi lng cao so vi mong mun ca khch hng do nhiu nguyn nhn. Chng t Vinalink cung cp cho khch hng bao gm cc loi giy t sau: Vn n do Vinalink pht hnh cho khch hng (house airway billhawb) gm vn n nhp v vn n hon chnh: Hawb do Vinalink pht hnh nhng thc t vic gi hawb cho khch hng thng chm tr, khi khch hng yu cu hay nhc li th nhn vin chng t mi cung cp. Sai st trong ni dung th hin trn vn n vn thng xy ra do li ca nhn vin chng t trong qu trnh nh my, do nhn vin chng t khng kim tra vi khch hng v cc b phn khc v s ph hp trn chng t c cung cp Vn n ca hng hng khng (master airway bill-mawb): Vn n ca hng hng khng tr mt s hng hng khng Vinalink t nh mawb th a s vn phi ph thuc vo hng nh mawb. Do khng ch ng c nn chm tr thng xy ra i vi vic fax mawb cho khch hng v phi ch hin trng ln hng ly mawb v hoc hin trng ln ly nhng mawb hng cha nh xong. T khai: chm tr cng thng xy ra i vi vic fax hoc gi t khai gc cho khch hng do t khai hin trng gi nhng hin trng li thng khng c trong vn phng. Mt vn kh khn l tuy b phn chng t nhc nh hin trng yu cu cung cp mawb hay t khai gp fax cho khch hng tuy nhin do hin trng ang c hng phi x l gp hoc thiu ngi khng th i ly mawb hoc tm l cho rng chng t khng quan trng bng cc cng vic khc

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nn vic cung cp chng t cho khch hng thng b chm tr. Con s ca kt qu kho st phn nh ng thc t c vn ny. Ha n thanh ton: chm tr trong vic fax ha n nhp, cung cp ha n gc cho khch hng do 02 nguyn nhn chnh: do cc b phn bn hng v chng t cung cp chng t thanh ton chm cho b phn k ton v do qu ti b phn k ton ch c 03 nhn vin nhng cng vic qu nhiu. 4.5.2.2 V yu t gii quyt tha ng cc vn pht sinh/ khiu ni ca khch hng (Yu t 10) Bng 4.5 cho thy: 1.00% khch hng nh gi rt cao, 47.50% khch hng nh gi cao, 41.40% nh gi trung bnh v 10.10% nh gi thp yu t ny. Mc hi lng ca khch hng 3.39. Trung bnh chnh lch gia im s tm quan trng v im s hi lng ca khch hng 1.13 cho thy Vinalink p ng c rt t so vi mong mun ca khch hng, khch hng cha hi lng vi yu t ny. Cng vic giao nhn hng khng khng trnh khi cc vn pht sinh/ khiu ni ca khch hng. Khi vn pht sinh, mong mun ca khch hng l cng ty s cng n lc hp tc gii quyt nhng kh khn. Vic gii quyt nhng vn pht sinh/ khiu ni cha lm khch hng hi lng do 02 nhm nguyn nhn chnh sau y: Khng c c s gii quyt tha ng t cc nh cung cp dch v cho Vinalink: cc hng hng khng khng c ngi chuyn ph trch cho gii quyt khiu ni, cng vic hng ngy li rt bn rn chnh v vy cc vn pht sinh nh hng n tr, tht lc chng t gi km theo hng, hng b v, h hng, tht lcthng h khng ch ng thng bo v cng khng ch ng gii quyt khiu ni. Vic n b t cc

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hng hng khng nu c khng c gii quyt ngay cho khch hng m ch c cn tr sau ny vo cc l hng c gi cao hn gi sn bn ra ca cc hng hng khng v vic cn tr vo tng l hng cng khng c cc hng hng khng ch ng thc hin m phi ch Vinalink c th yu cu th mi xem xt thc hin. Nguyn nhn t pha nhn vin ca Vinalink: do nhn vin cha nhn bit c tm quan trng ca vic x l khiu ni ca khch hng. Vic gii quyt khiu ni i hi nhiu thi gian trong khi cng vic hng ngy bn rn v nhn vin khng c thi gian tp trung gii quyt cc vn pht sinh cho khch hng. Nhn vin ngi thng bo cc vn pht sinh ln cp trn n khi lnh o phng v cng ty bit th qu tr v pht sinh nhiu chi ph lin quan. 4.5.2.3 V yu t thng bo vn pht sinh (Yu t 11) Bng 4.5 cho thy: 7.10% khch hng nh gi rt cao, 49.50% khch hng nh gi cao, 31.30% nh gi trung bnh v 12.10% nh gi thp yu t ny. Mc hi lng ca khch hng 3.52. Trung bnh chnh lch gia im s tm quan trng v im s hi lng ca khch hng 0.81 cho thy Vinalink ch p ng c phn no mong mun ca khch hng i vi yu t ny. Nhng vn c th pht sinh hng ngy nh hng n tr, tht lc chng t, chng t c sai st, hng b v, mt mtthc t t c nhn vin theo di v ch ng bo vi khch hng. Vic theo di lch bay ca l hng l rt cn thit can thip kp thi vi hng hng khng khi hng b rt chuyn bay hay tht lcnhng thc t s l hng rt nhiu v cha c nhn vin chuyn thc hin vic ny dn n tnh trng c nhng l hng b rt chuyn rt lu cha bt c chuyn ni hay tht lc nhng n khi khch

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hng thng bo th nhn vin mi bit v can thip. Vic theo di vi i l ly chng c giao hng (P.O.D) ni n cho mi l hng cng rt cn thit tuy nhin vn cha c ch ng thc hin, ch khi khch hng yu cu th nhn vin mi thc hin vic ny. Khch hng s cm thy hi lng hn nu vn pht sinh c nhn vin theo di v thng bo n h trc khi h t bit. 4.5.2.4 V yu t tr li tha ng cc cu hi/ yu cu ca khch hng (Yu t 12) Bng 4.5 cho thy: 4.00% khch hng nh gi rt cao, 44.40% khch hng nh gi cao, 51.50% nh gi trung bnh yu t ny. Mc hi lng ca khch hng 3.53. Trung bnh chnh lch gia im s tm quan trng v im s hi lng ca khch hng 0.89 cho thy khch hng t hi lng vi yu t ny. C rt nhiu vn khch hng cn s tr li tha ng t nhn vin: t vic la chn sn bay n gn nht, la chn dch v bay tt nht, cch ng gi hng ha ph hp, cch khai quan hng ha. khch hng hi lng, nhn vin cn c kinh nghim lm hng, cn thn kim tra vi cc b phn lin quan, cc nh cung cp v kh nng c th p ng c nhu cu ca khch hng v c thi tn tm trong vic hng dn khch hng. Thc t cho thy nhiu vn nhn vin tr li vi khch hng m khng kim tra dn n tnh trng khch hng c hng dn sai lm mt uy tn i vi khch hng. Ngoi ra, khch hng cng c nhiu yu cu c bit i vi cc l hng ca h i hi nhn vin phi h tr v p ng.

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4.5.2.5 V yu t phc v chu o ngay c trong ma cao im (Yu t 13) Bng 4.5 cho thy: 4.00% khch hng nh gi rt cao, 34.30% khch hng nh gi cao, 57.60% nh gi trung bnh v 4.00% khch hng nh gi thp yu t ny. Mc hi lng ca khch hng 3.38. Trung bnh chnh lch gia im s tm quan trng v im s hi lng ca khch hng 1.04 cho thy khch hng cha hi lng vi yu t ny. Sn lng hng ha vn chuyn bng ng hng khng c tnh cht tng gim theo ma. Vo ma cao im (peak season) ca hng ha vn chuyn bng ng hng khng c bit t khong thng 10 hng nm phc v cho vic bn hng dp noel v tt dng lch ti cc nc, hng xut vn chuyn bng ng hng khng tng ln t bin v khi lng cng vic ca nhn vin tr nn qu ti dn n thc t khch hng khng c phc v chu o vo ma cao im. Vo ma cao im, vic t gi ch vi cc hng hng khng gp nhiu kh khn do s lng ti cc hng hng khng hn ch trong khi lng hng tng ln t bin v hu ht cc hng u trong tnh trng y ti. Cc b phn khc nh b phn bn hng, chng t cng lm vic vi khi lng cng vic tng ln rt nhiu, c bit b phn hin trng sn sng tc trc k c ban m x l hng ha bt c khi no hng ra n sn bay. 4.5.2.6 V yu t lu khng xy ra sai st (Yu t 14) Bng 4.5 cho thy: 3.00% khch hng nh gi rt cao, 35.40% khch hng nh gi cao, 58.60% nh gi trung bnh yu t ny. Mc hi lng ca khch hng 3.38. Trung bnh chnh lch gia im s tm quan trng v im s hi lng ca khch hng 1.20 cho thy khch hng cha hi lng i vi yu t ny.

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Vinalink xy dng v duy tr h thng qun l cht lng theo tiu chun quc t ISO 9001 da trn s hiu bit v thc chp hnh ca ton th thnh vin trong cng ty nhm mc tiu Khng sai st v Lin tc ci tin l chnh sch nht qun ca cng ty. Tuy nhin trn thc t vic thc hin mc tiu ny vn c nhiu kh khn. Qu trnh x l mt l hng xut bng ng hng khng l s kt hp cht ch gia tt c cc b phn: b phn bn hng, t gi ch vi hng hng khng, chng t v hin trng, bt k mt thiu st nh ca mt c nhn cng s gy nn kh khn cho qu trnh x l hng ha thm ch dn n nhng vn ln pht sinh. Thc t cho thy c nhng sai st vn thng xy ra: hng dn lm hng sai t nhn vin bn hng lm vic x l hng ha ca cc b phn khc cng sai theo hng tng t, vn n ca hng hng khng nh sai chi tit lm pht sinh ph chnh sa hoc thm ch xy ra sai st ln khi mt nhn vin hin trng dn nhn sai cho cc kin hng lm cho 02 l hng c chuyn nhm n 02 sn bay nc n khc v hu qu l hng n tay ngi nhn tr trong khi chi ph pht sinh rt ln chuyn tr 02 l hng v ng sn bay n ca n 4.5.2.7 V yu t phc v nhanh chng ng hn (Yu t 15) Bng 4.5 cho thy: 9.10% khch hng nh gi rt cao, 70.70% khch hng nh gi cao, 20.20% nh gi trung bnh yu t ny. Mc hi lng ca khch hng t 3.89. Trung bnh chnh lch gia im s tm quan trng v im s hi lng ca khch hng 0.53 cho thy khch hng kh hi lng vi yu t ny. c im ca giao nhn hng khng l mi cng vic u din ra rt nhanh chng gp rt. Do tnh cht gp ca hng ha vn chuyn bng ng hng khng, mt l hng c th pht sinh v c x l rt nhanh kp thi gian ct hng ca chuyn bay, thng my bay hnh khch i hi hng phi

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c x l xong trc 2,5-03 ting trc gi ct cnh, i vi my bay chuyn ch hng ha x l hng phi thc hin xong trc 4 ting. Vic phc v khch hng nhanh chng c thc hin tt c cc b phn: t khu bo gi, hng dn khch hng ca b phn bn hng, cung cp lch bay cho khch hng khu t gi ch, n vic cung cp chng t b phn chng tHin trng l khu quyt nh trong vic x l hng ha sn bay v theo kin ca nhiu khch hng hin trng ca Vinalink c nh gi tt. Mc d lun v tr so vi cc b phn khc v phi c mt ngay c vo ban m nu khch hng ra hng mun nhng khch hng vn nhn c s phc v chu o t cc nhn vin hin trng. 4.5.3 V nhn t tn tm Bng 4.6: Tng hp mc hi lng khch hng v tm quan trng i vi nhn t tn tmS th t 16 17 18 Yu t Lch s, nh nhn Tn tm vi cc yu cu Gip khch hng tn tm 0.00 0.00 0.00 0.00 0.00 1.00 0.00 0.33 1.00 10.10 7.10 6.07 66.70 58.60 57.60 60.97 32.30 30.30 35.40 32.67Mc hi lng

1 (%)

2 (%)

3 (%)

4 (%)

5 (%)

TB im (1)

TB tm quan trng(2)

TB chnh lch (3) =(1)-(2)

4.31 4.18 4.28 4.26

4.33 4.33 4.25 4.30

0.02 0.15 -0.03 0.05

4.5.3.1 V yu t Lch s nh nhn (Yu t 16) Bng 4.6 cho thy: 32.30% khch hng nh gi rt cao, 66.70% khch hng nh gi cao, 1.00% nh gi trung bnh yu t ny. Mc hi lng ca khch hng t rt cao 4.31. Trung bnh chnh lch gia im s tm quan trng v im s hi lng ca khch hng

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t 0.02 cho thy Vinalink p ng c rt tt mong mun ca khch hng v yu t ny. 4.5.3.2 Tn tm vi nhng yu cu ca khch hng (Yu t 17) Bng 4.6 cho thy: 30.30% khch hng nh gi rt cao, 58.60% khch hng nh gi cao, 10.10% nh gi trung bnh v 1.00% nh gi thp yu t ny. Mc hi lng ca khch hng t 4.18. Trung bnh chnh lch gia im s tm quan trng v im s hi lng ca khch hng 0.15 cho thy Vinalink p ng c tt mong mun ca khch hng v yu t ny. 4.5.3.3 Gip khch hng (Yu t 18) Bng 4.6 cho thy: 35.40% khch hng nh gi rt cao, 57.60% khch hng nh gi cao, 7.10% nh gi trung bnh yu t ny. Mc hi lng ca khch hng t rt cao 4.28. Trung bnh chnh lch gia im s tm quan trng v im s hi lng ca khch hng t -0.03 cho thy Vinalink p ng c vt mc so vi mong mun ca khch hng v yu t ny. 4.5.4 V nhn t hu hnh Bng 4.7: Tng hp mc hi lng khch hng v tm quan trng i vi nhn t hu hnhS th t 19 20 21 Yu t C s vt cht Cng ngh Thng hiu hu hnh 0.00 0.00 0.00 0.00 0.00 5.10 0.00 1.70 4.00 50.50 36.40 30.30 49.50 42.40 53.50 48.47 46.50 2.00 10.10 19.53Mc hi lng

1 (%)

2 (%)

3 (%)

4 (%)

5 (%)

TB im (1)

TB tm quan trng(2)

TB chnh lch (3) =(1)-(2)

4.42 3.41 3.74 3.86

4.52 4.33 4.48 4.44

0.10 0.92 0.74 0.59

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4.5.4.1 V yu t c s vt cht (Yu t 19) Bng 4.7 cho thy: 46.50% khch hng nh gi rt cao, 49.50% khch hng nh gi cao, 4.00% nh gi trung bnh yu t ny. Mc hi lng ca khch hng t rt cao 4.42. Trung bnh chnh lch gia im s tm quan trng v im s hi lng ca khch hng t 0.10 cho thy Vinalink p ng tt yu cu ca khch hng i vi yu t ny. Con s phn nh ng thc t Vinalink c c s vt cht tt bao gm: + Khu vn phng lm vic vi din tch 2.700 m2 ti 145 147 Nguyn Tt Thnh, Qun 4, Thnh ph H Ch Minh. + Vn phng giao nhn hng hng khng ti 44 Trng Sn, qun Tn Bnh, TP.HCM. +Vn phng Chi nhnh cng ty ti H Ni , Hi Phng; Vn phng giao nhn ti Bnh Dng ( Khu cng nghip Vit Nam - Singapore). + Khu kho bi vi din tch 14.000 m2 trong kho kn rng 10.000 m2 v kho ngoi quan rng 1,000 m2 (cn c th m rng thm) + i xe nng phc v bc d hng ti kho + i xe container v xe ti nh vn chuyn hng ha. 4.5.4.2 V yu t cng ngh (Yu t 20) Bng 4.7 cho thy: 2.00% khch hng nh gi rt cao, 42.40% khch hng nh gi cao, 50.50% nh gi trung bnh v 5.10% nh gi thp yu t ny. Mc hi lng ca khch hng 3.41. Trung bnh chnh lch gia im s tm quan trng v im s hi lng ca khch hng 0.92 cho thy khch hng cha hi lng i vi yu t ny. Thc t cho thy c nhiu vn v cng ngh cn c ci thin [8]:

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Phn mm ang c s dng trong hot ng thng ngy nhp d liu cc l hng v in chng t thng gp trc trc dn n mt thng tin v chm tr trong vic pht hnh vn n. Hn na, phn mm khng c tnh cht qun l v lnh o cng ty khng th kim sot bao qut c hot ng ca tt c cc b phn, li l ca tng l hng thng qua phn mm qun l ny. Trang web cng ty hnh thc khng cun ht, chuyn nghip v thng tin cung cp cho khch hng cn rt hn ch. H thng mng internet, email vn thng b gin on dn n tnh trng thng tin b tt nghn lm chm tr qu trnh x l hng ha. 4.5.4.3 V yu t thng hiu (Yu t 21) Bng 4.7 cho thy: 10.10% khch hng nh gi rt cao, 53.50% khch hng nh gi cao, 36.40% nh gi trung bnh yu t ny. Mc hi lng ca khch hng 3.74. Trung bnh chnh lch gia im s tm quan trng v im s hi lng ca khch hng 0.74 cho thy khch hng tng i hi lng vi yu t ny. Vinalink c bnh chn Thng hiu mnh 2006 trn website www.thuonghieuviet.com.vn. Ngy 19/10/2008