cng nckh

ti: ng dng phn mm SPSS 16.0 v m hnh SERVQUAL

Phn m u

1. Tnh cp thit v l do chn ti.

Xu th hi nhp kinh t ton cu v s pht trin vt bc ca khoa hc k thut mang li nhng bc tin mnh m trong s pht trin kinh t mi quc gia ni chung v s pht trin ngnh du lch ni ring. Khoa hc cng ngh pht trin khin khong cch a l c rt ngn, my mc thay th dn con ngi trong lao ng chn tay, ca ci vt cht trong x hi d tha, thi gian sng v thi gian rnh ri c tng ln Tuy nhin, nhng p lc v cng thng ca cuc sng cng theo m gia tng ln rt nhiu. c nhng iu mi m v th v hn cho cuc sng, ngi ta bt u quan tm n nhu cu cao hn ca cuc sng, l nhu cu du lch. y l nhng iu kin thun li cho ngnh du lch pht trin.

Ho vo xu th pht trin chung ca du lch th gii, du lch Vit Nam c nhng bc pht trin ng khch l. Sau y l bng s liu thng k v lng khch du lch quc t v khch du lch ni a trong nhng nm gn y [15]:

n v tnh: nghn ltNm

S khch199019931999200520062007

Khch quc t2506701780343035834200

Khch ni a1000250010000161001600017000

l nhng con s bit ni. D ngnh du lch Vit Nam c nhng thi k pht trin kh khn nhng nhn chung lng khch du lch quc t v khch du lch ni a tng u qua cc nm. Tm quan trng ngy cng tng ca du lch trong i sng qua cng tng ln rt nhiu. Cc con s cng ni ln n lc ca ngnh du lch v cc ban ngnh trong vic pht trin du lch nh mt nn kinh t tng hp, c tnh lin ngnh, lin vng l vic pht trin ng b cc thnh phn ca du lch m trong nhn mnh vai tr to ln v v cng quan trng l dch v lu tr du lch. Trong nhng nm gn y dch v khch sn Vit Nam t nhng thnh tu ng k. l: lng khch, s lng danh hiu m quc t cng nhn, s lng khch sn tng ln ng k, c bit l cc khch sn phc v hng sang trng, cao cp vi quy m ln, s lng nhn vin, doanh thu hng nm, cc khon ng gp t ngnh kinh doanh dch v lu tr. Theo d bo ca cc chuyn gia trong nc v quc t trong tng lai con s khng dng khi m lung FDI trc tip t nc ngoi trong lnh vc Du lch, khch sn khng ngng ra tng ng gp ng k vo s thu ht chung ca nn kinh t. Tnh chung giai on 1988 n thng 10/2007, s d n du dch l 229 vi tng s vn u t l 6.084 triu USD, ring trong nm 2007 l gn 2 t USD.Tuy d t c nhng thnh cng nhng chng ta xc nh n mi ch l nhng thnh cng mang tnh bc u. So vi th gii, hoc gn nht l vi cc nc trong khu vc, chng ta vn cn non km rt nhiu k c v quy m ln hiu qu. Theo kin cc chuyn gia trong ngnh v theo hiu bit ban u ca bn thn th c th c php nhn nh rng mt trong s cc nguyn nhn l do chng ta cha thc quan tm v hiu ng n vic hnh thnh cht lng dch v cng nh cc yu t c lin quan v nh hng n cm nhn ca du khch. Trong thc t, chng ta cha lm tt khu quan h khch hng CRM (Customer Relations Management). Hot ng CRM mi ch c mt s khch sn cao cp 5 sao lin doanh, hoc mt s khch sn khc mi dng khu hi thm, tc l cha thc s quan tm n vic thu thp thng tin phn hi: thu ht khch hng tham gia trong vic ng gp kin hon thin cht lng dch v, hoc khi c c kin ri th cha lm tt c khu x l thng tin a ra nhiu bin php thit thc.Chnh v vy trong kho lun ny tin hnh thc hin ti: ng dng phn mm SPSS 16.0 & m hnh cht lng servqual nghin cu s hi lng ca du khch v cht lng dch v lu tr ti H Ni- vi mong mun c th ng gp mt vi nhn nh, phn tch v nh gi cng nh a ra nhng kin ngh vi mt s gii php mang tnh th im v thc trng, tnh cp bch ca vic thc hin nghin cu nhu cu khch hng v p ng nhu cu, lm tha mn khch hng ca cc khch sn trn a bn H Ni. Kho lun chn H Ni l ni tin hnh nhng nghin cu mang tnh th nghim ban u. Trong s pht trin chung ca du lch nc nh, Th H Ni - trung tm kinh t, vn ho, gio dc v chnh tr u no ca c nc t c nhng thnh cng quan trng v vn lun c gng vn ln pht trin hn na. H Ni cng l thnh ph lun i u trong vic mun ng dng cc tu khoa hc pht trin, v vi trung tm u no v khoa hc- cng ngh thc s c iu kin ng dng khoa hc trong mi trng nng ng ca c ch th trng. Mt khc, H Ni c h thng cc khch sn kh hon chnh v c nhiu loi, dng khc nhau, trong tng lai gn H Ni c khi m vic m rng a gii vng Th c thc hin chc chn s lng s cn tng rt nhiu nn vic ch trng quan tm n ci to v nng cao cht lng dch v to thnh h thng hon chnh l iu rt cn thit v quan trng.2. Mc ch, phm vi v i tng nghin cu ca kho lun.Mc ch nghin cu:

ti ng dng phn mm SPSS 16.0 & m hnh cht lng SERVQUAL nghin cu s hi lng ca du khch v cht lng dch v lu tr ti H Ni nhm mc ch:

ng dng cng ngh phn mm SPSS 16.0 nhm gp phn nng cao vic ng dng cng ngh thng tin vo hot ng qun l cht lng dch v trong hot ng khch sn, cng nhn cc yu t thc y v yu t km hm n cht lng dch v du lch. ng dng m hnh cht lng dch v SERVQUAL nhm xc nh h thng cc nhn t ct li nh hng ti cht lng dch v du lch trn c s ng dng cng ngh phm mm SPSS trong du lch v khch sn. Xy dng cc gii php v l trnh ng dng phng php SPSS v m hnh cht lng dch v nhm tr gip cc nh qun l doanh nghip c s a ra cc quyt nh c tnh khoa hc v c tnh thc tin trong hot ng kinh doanh dch v du lch, khch sn nhm nng cao nng lc cnh tranh v p ng s go lng ca khch du lch ngy cng i hi cao hn.Phm vi v i tng nghin cu:

Kho lun tp trung xc nh l trnh ng dng phng php nghin cu s hi lng ca du khch di s kt hp ca 2 cng c: phn mm SPSS v m hnh cht lng SERVQUAL phn tch cc nhn t nh hng n s tho mn ca khch hng s dng dch v lu tr khi i du lch trn a bn H Ni.

Thi gian tin hnh t thng 11/2007 n thng 5/2008. ti c trin khai ti mt s khch sn 3 sao tr ln ti H Ni.3. Phng php nghin cu v qui trnh nghin cu ca kho lun *Phng php nghin cu

+ Phng php iu tra khch hng trn thc t: nhm thu thp t liu v thc trng ca hot ng kinh doanh khch sn trn a bn nghin cu. + Phng php chuyn gia: nhm tm kim cc kin ng gp v hon thin cc thng tin v cc gii php.

+ Phng php thng k- trc nghim: thu thp cc thng tin iu tra phng vn. + Cc phng php ca m hnh SERVQUAL nhm ng dng hp l phng php SPSS cho ph hp trong ngnh Khch sn.* Qui trnh nghin cu ti

T lc hnh thnh tng nghin cu ban u n lc c th hon thnh kho lun tri qua nhiu bc. N i hi s u t v cng sc v thi gian. V vy cn phi c nhng tnh ton nht nh c th hon thnh cng vic nghin cu ng tin nh. Trang bn l s m t qui trnh tin hnh nghin cu ti.

Hnh M t qu trnh nghin cu ca kho lun.4. ng gp ca kho lun. Tng hp c chn lc c s l thuyt v dch v du lch v s hi lng ca khch hng trong kinh doanh dch v du lch Phn tch nh gi thc trng s hi lng ca du khch khi s dng dch v ti H Ni trn c s s dng phn mm SPSS 16.0 v m hnh cht lng dch v SERVQUAL. Xy dng l trnh ng dng phng php SPSS v m hnh cht lng dch v SERVQUAL trong cc khch sn H Ni.

Trn c s x l kt qu iu tra cht lng dch v v s hi lng ca khch du lch theo l trnh ng dng phng php SPSS v m hnh cht lng SERVQUAL, trong kho lun c khuyn ngh cho cc nh qun l khch sn 3 nhn t cn u tin gii quyt trc tin:1- H tr cho nhn t nng lc phc v trong vic lm tng s hi lng ca du khch khi s dng dch v du lch.2- H tr cho nhn t ng cm trong vic lm tng s hi lng ca du khch khi s dng dch v du lch.

3- H tr cho nhn t s tin cy trong vic lm tng s hi lng ca du khch khi s dng dch v du lch.5. Kt cu ca kho lun.

Ngoi phn m u, phn kt lun, danh mc ti liu tham kho v mc lc th kho lun gm 3 chng vi ni dung chnh:Chng 1: C s l thuyt v dch v du lch v s hi lng ca khch hng trong kinh doanh dch v du lch.Chng 2: Nghin cu thc trng s hi lng khch hng trong kinh doanh dch v du lch khch sn H Ni.Chng 3: Gii php xy dng l trnh ng dng v cc nhn t u tin gii quyt nhm nng cao s hi lng ca khch hng trong kinh doanh du lch khch sn H Ni************Phn ni DungChng 1C s l thuyt v dch v Du Lch v s hi lng ca khch hng trong kinh doanh dch v Du Lch1.1 Cc khi nim lin quan trong Du Lch.

Phc v cho mc ch nghin cu ca ti, vic tm hiu cc thut ng c lin quan l rt cn thit. Trong phm vi nghin cu ca ti cc thut ng c hiu nh sau:

( Du lch: Tng th cc hin tng v quan h ny sinh t s tc ng qua li gia khch du lch, cc nh cung ng, chnh quyn v cng ng a phng trong qu trnh thu ht v n tip du khch. [1]( Ti nguyn du lch [8, 5-7], [10, 112- 114]: Theo ngha rng ti nguyn bao gm tt c cc ngun nguyn liu, nng lng v thng tin c trn tri t v khng gian v tr lin quan m con ngi c th s dng phc v cho cuc sng v s pht trin ca mnh. Ti nguyn c phn chia thnh nhiu loi, trong ti nguyn u lch thng c hiu l cnh quan thin nhin, di tch cch mng, gi tr nhn vn, cng trnh lao ng sng to ca con ngi c th c s dng nhm tho mn nhu cu du lch, l yu t c bn hnh thnh im du lch, khu du lch nhm to ra s hp dn du lch. Ti nguyn du lch bao gm cc yu t lin quan n cc iu kin t nhin, iu kin lch s vn ho, kinh t x hi vn c trong t nhin hoc do con ngi t dng ln. Ti nguyn i vi loi hnh du lch c nhng c trng ring bit. N to nn nhng im c sc, cun ht ring khng ch cho mi vng du lch, mi a phng m cn trn phm vi cc quc gia khc nhau.

Ti nguyn du lch c th chia thnh 2 loi: Ti nguyn du lch t nhin v ti nguyn du lch nhn vn.* Ti nguyn t nhin gm cc yu t: a hnh, kh hu, ngun nc, h ng thc vt. Cc dng ti nguyn lun gn b cht ch vi nhau v th cc ti nguyn du lch t nhin cn xem xt di gc tng hp ca cc dng ti nguyn ti mi n v lnh th c khng gian v thi gian xc nh.

* Ti nguyn du lch nhn vn l nhm ti nguyn du lch c ngun gc nhn to, ngha l do con ngi sng to ra. Theo quan im chung ngy nay, ton b nhng sn phm c gi tr v vt cht cng nh tinh thn do con ngi sng to ra u c coi l nhng sn phm vn ho.

Ti nguyn du lch nhn vn cng chnh l nhng gi tr vn ho tiu biu cho mi a phng, mi dn tc v mi quc gia.

( Khch du lch [1]: Khch du lch c nh ngha: l nhng ngi i du lch hoc kt hp i du lch tr trng hp i hc, i lm vic hoc hnh ngh nhn thu nhp ni n. Khch du lch ni a: cng dn Vit Nam v ngi nc ngoi c tr ti Vit nam i du lch trong lnh th Vit Nam

Khch du lch quc t: ngi nc ngoi, ngi Vit Nam nh c nc ngoi vo Vit Nam du lch v cng dn Vit Nam, ngi nc ngoi c tr Vit Nam ra nc ngoi du lch.

Cn c nhiu cch khc nhau phn loi du khch nh: theo ng c du lch, theo la tui, theo tn gio, theo quc gia tu theo mc ch nghin cu. ( C s lu tr- Khch sn [1], [5,33-34]C s lu tr du lch l c s cho thu bung ging v cung cp cc dch v khc phc v khch lu tr, trong khch sn l c s lu tr du lch ch yu.C s lu tr gm:

Khch sn

Nh ngh kinh doanh du lch

Bit th kinh doanh du lch

Lng du lch

Cn h kinh doanh du lch Bi cm tri du lch

Nh c phng cho khch du lch thu

Cc c s lu tr du lch khc

( Sn phm dch v du lch [6,24]: l kt qu mang li nh cc hot ng tng tc gia nhng t chc cung ng du lch v khch du lch v thng qua cc hot ng tng tc p ng nhu cu ca khch du lch v mang li li ch cho t chc cung ng du lch.

c im ca dch v du lch: N cng mang nhng c trng ca sn phm dch v ni chung v ngoi ra th c nhng khch bit. Cc c im l:- Tnh phi vt cht.

Tnh ng thi ca sn xut v tiu dng dch v du lch.

Tnh khng chuyn i quyn s hu dch v.

Tnh khng th di chuyn ca dch v du lch.

Tnh thi v ca dch v.

Tnh trn gi ca dch v du lch.

Tnh khng ng nht dch v du lch.Trn y l mt s thut ng du lch c bn c s dng trong lun vn. Vic trnh by r cc thut ng trong lun vn l rt quan trng. N to iu kin cho vic hiu ng v hiu thng nht. T , to thun li cho ngi nghin cu tm t liu v mang li hiu qu cho ngi c. 1.2 C s l thuyt v s tho mn khch hng trong kinh doanh dch v.

Khch du lch c t mi min t nc v trn th gii. H n t nhiu quc gia, lnh th, tn gio, ngh nghip Do , khch du lch rt phc tp v mt tm l, cc nh cung ng du lch cn phi tm hiu nhu cu v nm vng tm l ca h cung ng dch v nhm tho mn cc trng i ca h.

Trong thc t hin nay, trn th gii c nhiu trng phi, quan im khc nhau v s tho mn ca khch hng trong hot ng dch v ni chung v trong kinh doanh dch v du lch ni ring, nhng trong khun kh ca lun vn ch tp trung vo nghin mt s c s l thuyt sau:1. L thuyt cp bc nhu cu ca A.Maslow

2. L thuyt v s trng i ca D. Davidoff

3. L thuyt v cht lng dch v v 5 khong cch (GAP) v cht lng dch v.4. M hnh cht lng dch v SERVQUAL.

Thng qua cc c s l thuyt c bn trn, lun vn s chn lc nhng ni dung cn thit cho vic nghin cu ca ti.

1.2.1. L thuyt cp bc nhu cu ca Maslow [6,31]

Hnh 1.1 l thuyt cp bc nhu cu Maslow [3,33]

L thuyt cp bc nhu cu ca Maslow ch ra rng nhu cu gm bc t nhu cu sinh l, nhu cu an ton, nhu cu x hi, nhu cu c tn trng v nhu cu t hon thin.

Cc nhu cu c tnh tun t v mang tnh cht k tha nhau. Ch khi cc nhu cu c bn c tho mn mi ny sinh cc nhu cu k tip. V c tun t nh vy. V ngy nay khi vn sng c m bo th ngi ta cng quan tm n cc nhu cu cao hn. Du lch l c hi tt tho mn tt nht cc nhu cu ngy cng cao ca con ngi.Theo Du n thng hiu tp 1, 2 ca Gio s Tn Tht Nguyn Thim th nhu cu an ton, nhu cu tn ti l hai nh cu c bn ct li ban u. Cn nhu cu x hi, nhu cu c tn trng, nhu cu t hon thin bn thn th l 3 nhu cu thuc cp cao m du lch l mt hat ng dch v c th tho mn.1.2.2. L thuyt v s trng i ca Donald Davidoff [6,32]Du khch c nhiu nhu cu hay ni cch khc du khch c nhiu trng i khc nhau. d dng v thun li cho vic nghin cu Donald Davidoff c gng tm hiu c im chung ca cc nhu cu v phn loi chng thnh nhm. C nhiu cch phn loi. Theo Donald Davidoff nhu cu ca du khch c th chia ra thnh 7 nhm c bn.

S trng i ca du khch gm 7 loi c bn sau:1. S sn sng

2. C x tao nh

3. S ch c nhn

4. S ng cm

5. Kin thc ngh nghip

6. Tnh kin nh

7. Tnh ng i Hiu c nhu cu v trng i ca khch du lch c tnh cht quyt nh cc doanh nghip cung ng dch v lm cho khch du lch thy c rng h nhn c xng ng. Quan st cc trng i ca du khch ta c th nhn thy phn ln h trng i thi lm vic ca nhn vin. C th v c s vt cht chng ta cha th so snh c vi cc nc c nn kinh t vng mnh nhng nhng trng i ca du khch th chng ta hon ton c th p ng v lm du khch hi lng.1.2.3. L thuyt v cht lng dch v v 5 khong cch cht lng( Khi nim: Theo ISO 8420, c th coi cht lng dch v l: Tp hp cc c tnh ca mt i tng, to cho i tng c kh nng tho mn nhng yu cu nu hay tim n.[6, 33-34]Cng c th hiu cht lng dch v l s tho mn khch hng o c bng hiu s gia cht lng mong i v cht lng t c. Nu cht lng mong i (E) thp hn cht lng t c (P) th cht lng tuyt ho; nu cht lng mong i (E) ln hn cht lng t c (P) th cht lng khng m bo v nu cht lng mong i (E) bng cht lng t c (P) th cht lng m bo. Khi cht lng mong i v cht lng t c khng trng nhau th khi xut hin khong cch. C 5 khong cch ln khin cht lng khng c m bo. C th gm:

- Khong cch 1: S khch bit gia dch v khch hng mong i v nhng hiu bit ca nh qun l v nhng s mong i .

- Khong cch 2: S khc bit gia s hiu bit ca nh qun l v s mong i ca khch hng vi cc c tnh chi tit v cht lng dch v ca doanh nghip.

- Khong cch 3: S khc bit gia cc c tnh chi tit cht lng dch v nhn bit c vi qu trnh thc t phn phi ti khch hng.

- Khong cch 4: S khc bit gia dch v thc t phn phi v cung cp vi nhng thng tin m khch hng nhn c qua hot ng truyn thng v dch v .

- Khong cch 5: S khc bit gia dch v mong i v dch v thc t nhn c.Sau y m hnh l thuyt v khong cch.

Hnh 1.2 M hnh l thuyt v khong cch cht lng dch v [6,34]m bo v nng cao cht lng dch v thc cht l gim thiu 5 khong cch n mc hp l m khch hng chp nhn c.( Cc thnh phn ca cht lng [11,14]:

Theo Parasuraman & nk, bt k dch v no, cht lng ca dch v v s tho mn khch hng c th m hnh thnh mi thnh phn:

1. Tin cy

2. p ng

3. Nng lc phc v

4. Tip cn

5. Lch s

6. Thng tin

7. Tn nhim

8. An ton

9. Hiu bit khch hng

10. Phng tin hu hnh

Mi thnh phn ny cng c mi quan h bn cht vi c v hng ca nm khong cch. Mc d cha chng minh cc mi quan h song mi khong cch bit c quan h hu c vi mt vi thnh phn, chng hn nh khong cch 4 c quan h vi tnh tip cn v tnh tin cy; khong cch 5 c quan h vi tn sn sng v uy tn; khong cch 1 c quan h vi tnh an ton, tnh hiu bit ca khch hng; khong cch 3 quan h vi tnh c x lch s, giao tip; khong cch 2 c quan h vi tnh hu hnh.1.2.4. M hnh cht lng dch v SERVQUAL [11,14-20]

Mi thnh phn ca cht lng dch v nu trn c u im l bao qut hu ht mi kha cnh ca mt dch v. Tuy nhin, m hnh ny c nhc im l phc tp trong vic o lng. Hn na m hnh ny mang tnh l thuyt, c th c nhiu thnh phn ca m hnh cht lng dch v ny khng t gi tr phn bit. Chnh v vy cc nh nghin cu ny nhiu ln kim nh m hnh ny v i n kt lun l cht lng dch v cm nhn bao gm nm thnh phn c bn, l:1. Thnh phn tin cy

2. Thnh phn p ng

3. Thnh phn lc phc v

4. Thnh phn s ng cm

5. Thnh phn phng tin hu hnh

T 5 khong cch (GAP) cht lng dch v v nm thnh phn cht lng dch v cm nhn, Parasuraman & nk (1985) a ra m hnh gi tt l SERVQUAL. M hnh cht lng dch v SERVQUAL nm bin thnh phn c lp v mt bin ph thuc. C th trnh by nh sau: Nm thnh phn bin c lp bao gm: Bin thnh phn tin cy, bin thnh phn p ng, bin thnh phn nng lc phc v, bin thnh phn s ng cm v bin thnh phn phng tin hu hnh. Bin ph thuc: l s cm nhn ca du khch.M hnh cht lng dch v SERVQUAL c th hin nh sau: [11,15]:

Hnh 1.3 M hnh cht lng dch v SERVQUALTrong m hnh cht lng SERVQUAL cc gi thit: B1, B2, B3, B4, B5 ln lt nh sau: nu gia tng mc tin cy hoc s p ng, hoc nng lc phc v hoc s cm thng hoc phng tin hu hnh s lm tng s hi lng ca khch hng.

Parasuraman & nk (1985) xy dng v kim nh thang o nm thnh phn ca cht lng dch v cm nhn, gi l thang o SERVQUAL, bao gm 21 bin quan st. Thang o ny c cc tc gi kim nghim v iu chnh nhiu ln v kt lun rng n l thang o ph hp cho mi loi hnh dch v. [11,16-18]. Sau y l ni dung chi tit:Thnh phn tin cy:

1. Khi cng ty A s thc hin li ha vo khong thi gian c th.2. Khi dch v bn nhn c c vn , cng ty A th hin s quan tm chn thnh trong gii quyt vn .

3. Cng ty A thc hin dch v ng ngay t ln u tin.4. Cng ty A cung cp dch v ng vo thi im m cng ty ha s thc hin.5. Cng ty A thng bo cho khch hng thi gian khi no dch v s c thc hin.Nhn t v p ng:

6. Nhn vin trong vng ty A phc v nhanh chng ng hn.

7. Nhn vin trong cng ty A lun lun sn sng gip bn.

8. Nhn vin cng ty A khng bao gi t ra qu bn rn khng p ng yu cu ca bn.Nhn t v nng lc phc v:

9. Hnh vi ca nhn vin trong cng ty A ngy cng to s tin tng i vi bn hn na.10. Bn cm thy an ton khi thc hin giao dch vi cng ty A.11. Nhn vin lun t ra lch s, nh nhn i vi bn.12. Nhn vin trong cng ty A c kin thc tt tr li cc cu hi ca bn.Thnh phn v s ng cm:13. Cng y th hin s quan tm n c nhn bn.14. Cng ty c nhng nhn vin th hin s quan tm n c nhn bn.15. Cng ty A th hin s ch c bit n nhng quan tm nhiu nht ca bn.16. Nhn vin trong cng ty A hiu c nhng nhu cu c bit ca bn.

Thnh phn v phng tin hu hnh:

17. Cng ty A c cc trang thit b hin i.18. C s vt cht ca cng ty A trng rt hp dn.

19. Nhn vin cng ty A c trang phc gn gng, cn thn.20. Cc phng tin vt cht trong hot ng dch v thc s hp dn ti cng ty A.21. Cng ty A b tr thi gian lm vic thun li.

Do s khc nhau c bn v sn phm hu hnh v dch v nh trnh by trn, cc nh nghin cu hn lm trong nghnh tip th c gng xem xt tm quan trng ca 2 yu t, hu hnh v v hnh trong dch v, v xem xt vi cc doanh nghip ci no quan trng hn. V d, i vi ca hng xng du th sn phm hu hnh l quan trng hn, dch v l th yu. Ngc li, i vi cc ngnh nh t vn, hng khng, du lch, khch sn, khu gii tr, th r rng dch v l quan trng nht. V vy, hng lot nghin cu s dng thang o SERVQUAL kim nh v c iu chnh thch hp nhiu bi cnh khc nhau (Robinson 1999).

Thnh phn ca thang o v cc bin quan st trn thc t cng thu c nhng kt qu khc nhau. Mels & nk (1997) trong 1 nghin cu thc tin ca mnh kt lun rng cht lng dch v ch gm 2 thnh phn. l gm: nng lc phc v, s ng cm. Nguyn nh Th & nk (2003) kim nh SERVQUAL cho th trng khu vui chi gii tr li cho rng: cht lng gm bn thnh phn. Bn thnh phn l: tin cy, nng lc phc v, p ng, phng tin hu hnh.

Ngoi ra trong ni dung ca cc bin quan st m t ni dung nm thnh phn cht lng dch v cng c s sai khc gia cc ngnh. i vi ngnh ny th c th y l bin quan st tt nh gi nhng i vi ngnh khc th li khng ph hp. V vy m cng tht kh a ra mt thang o chun mc ph hp vi tt c s a dng ca cc cng ty dch v.

Cch tip cn ci tin v o lng dch v khng th nht thit ging trong dch v thun tu m do c im ting bit ca dch v kinh doanh c th i hi phi c thang o cht lng dch v ph hp. Khi , khi p dng thang o SERVQUAL trong mi trng kinh doanh c th i hi phi thn trng v mt s yu t c th thay i.1.2.5. Cc nhn t nh hng s tho mn khch hng trong kinh doanh dch v

Theo nh cc l thuyt trnh by th cc nhn t nh hng ti s tho mn ca khch hng trong kinh doanh dch v ph thuc vo khong cch gia mc dch v mong i v dch v nhn c. Trong mong i ca khch hng ng vai tr quan trng, dng nh lun l bi ton kh c th nm bt c nhng ta phi hc cch nm bt ly th mi mong s thnh cng. l c mt ngh thut m phi lao ng chn chnh mi c c. S k vng ca khch hng c nhiu ngun gc khc nhau. K vng ( s mong i) ca khch hng to nn t 4 ngun [633]:

- Thng tin truyn ming

- Nhu cu c nhn

- Kinh nghim tri nghim

- Qung co, khuych trng.

Nhng mt khc ta cng nn t m bo v ci tin cht lng t mnh rt ngn khong cch. M hnh l thuyt v cht lng dch v SERVQUAL cho ta bit cc thnh phn- t t hnh thnh cc bc c th tin hnh. Cc thnh phn c th l: nhn t tin cy, nhn t p ng, nhn t nng lc phc v, nhn t ng cm, nhn t phng tin hu hnh. y l i tng ti hng n nghin cu. Tuy nhin nh ni, vic tm ra s lng nhn t v mc nh hng ca tng nhn t n s tho mn ca khch hng i hi phi nghin cu, iu chnh cho ph hp vi tng ngnh ngh, th trng c th.1.3 Phng php xc nh nhu cu s tho mn khch hng trong kinh doanh dch v.1.3.1. p dng m hnh cht lng dch v SERVQUAL [11, 21-25].

M hnh SERVQUAL gm 21 bin quan st m t thuc tnh nm nhn t, c ng dng ph bin o lng cht lng dch v v cm nhn dch v ca khch hng v nhng dch v khc nhau ti cc th trng khc nhau. Tuy nhin, cn iu chnh ph hp vi bi cnh nghin cu trong tng nghnh ngh c th. Cc bc iu chnh thang o nh sau:Bc 1: Trn c s thang o SERVQUAL s b thit k dn bi chun b tho lun nhm.Bc 2: Chn i tng tho lun trn c s i din cho khch hng s dng dch v v cung ng dch v.

Bc 3: Tin hnh tho lun nhm cc ni dung dn bi chun b v xc nh ni ung cc quan st m t nhn t nh hng n s tho mn ca khch hng

Bc 4: S dng thang o Liket vo thang o s tho mn khch hng trong kinh doanh dch v.

C 4 thang o chnh c s dng trong nghin cu Matketing. l:

1. Thang o nh danh (nomial scale).

2. Thang do th t (ordinal scale).

Hai thang ny ch yu o nh tnh

3. Thang o qung (interval scale).

4. Thang o t l (ratio scale).

Hai thang ny s dng o nh lng

Trong nghin cu ny ta chn thang o Liket l ph hp nht v l loi thang o trong mi chui pht biu lin quan n thi trong cu hi c nu ra v khch tr li s chn mt trong cc cu tr li bng cch nh du X vo s thch hp theo mc qui c nh sau:Hon ton phn iPhn iTrung bnhng Hon ton ng

12345

Bng 1.1 M t im s ng vi thi . [Ngun: tc gi tng hp]

Kt qu thang o s tho mn ca khch hng trong kinh doanh dch v l bng cu hi dng gm cc ni dung ca cc bin quan st dnh cho khch hng nh gi s tho mn ca mnh do dch v mang li.1.3.2. S dng chng trnh phn mm SPSS 16.0 xc nh nhn t nh hng n s tho mn khch hng trong kinh doanh dch v [11, 22-25], [14], [15]Phn mm SPSS (Statistics Package of Social Sciences) l phn mm c pht minh M dng chuyn dng x l cc s liu thng k, nh gi tin cy thang o v o lng mi quan h tng quan v hi tuyn tnh i vi cc nhn t nh hng n s tho mn ca khch hng thng qua cc s liu thu thp c bng vic kho st thng tin nh gi t khch hng . SPSS l phn mm s l thng k dng trong cc ngnh khoa hc x hi, c pht trin da trn phn mm ca Apache Software Fundation.

y l phn mm chuyn dng, do vy m vic s dng cng i hi s chuyn nghip. Phi mua v ci t chng trnh, khai bo bin. Thch hp cho x l cc bin nh tnh.Phn mm ny hin nay c s dng rng ri Vit Nam, c nng cp lin tc. N bt u t SPSS 1.0 hin nay nng cp thnh SPSS 16.0. Cha c trng lp no o to mt cch chnh qui c h thng chng trnh SPSS. Nhng iu ny khng cn l ni lo lng qu ln i vi nhng ai mun quan tm. Hin nay thun tin trong vic s dng phn mm ny th c cc trang website hu ch gip nhng nh nghin cu quan tm c th dng c mt cch nhanh chng v d dng.Trnh t tin hnh x l cc s liu thu thp c qua chng trnh SPSS nh sau:

Hnh 1.4 Cc bc xc nh cc nhn t nh hng cht lng

Bc1: Trn c s mu thang o s tho mn khch hng trong kinh doanh dch v tin hnh thu thp kin nh gi ca khch hng.

Bng nhiu hnh thc khc nhau: phng vn, ni chuyn, vit phiu c th thu thp c kin t khch hng.

Bc 2: M ho cc bin quan st v thng k cc gi tr i lng ca thang o.:

- s dng chng trnh SPSS ni Dung cc bin quan st cn c m ho theo mt k hiu no thun tin x l thng k v theo di.

- Thng k cc gi tr ca thang o gm:

+ N l tng s quan st tc kch thc mu

+ Mean l gi tr trung bnh s hc ca mt bin quan st.

+ Standard deviation (Std.) l chnh lch chun o lng phn tn ca d liu xung quanh gi tr trung bnh.

+ Minimun (Min) l gi tr nh nht gp c trong cc gi tr ca bin quan st.+ Maximun (Max) l gi tr ln nht gp c trong cc gi tr ca bin quan st.

Bc 3: nh gi thang o cht lng dch v thng qua hai cng c (1) h s tin cy Cronbach Alpha, (2) phn tch nhn t khm ph (EFA: exploratory factor analysis)

- H s tin cy Cronbach Alpha:

Cc thang o c nh gi tin cy qua h s Cronbach Alpha, qua cc bin khng ph hp s b loi nu h s tng quan tng bin < 0,3 v thang o c chp nhn khi h s t yu cu > 0,6. Cronbach Alpha l mt php kim nh thng k v mc cht ch m cc mc hi trong thang o tng quan vi nhau. Mt trong nhng phng php kim tra tnh n kha cnh ca thang o c gi l kim nh tin cy chia i. Cng thc ca h s Cronbach Alpha l: = N. / [1+ .(N- 1)]. Trong , l h s tng quan trung bnh gia cc cu hi, N l s cu hi.- Phn tch nhn t khm ph.Phn tch nhn t c s dng ch yu thu nh v tm tt cc d liu. Trong nghin cu, c th 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 xung n mt s lng c th s dng c. Gia cc nhm bin cng c lin h qua li ln nhau s c xem xt v trnh by di dng mt s t cc nhn t c bn c trng. Phn tch nhn t c s dng vi mc ch nh sau:

+ Nhn din cc kha cnh hay nhn t gii thch c cc kin h tng quan trong mt tp hp bin.

+ Nhn din 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 thch hin mt phn tch tip theo (phn tch qui hi).

+ nhn ra mt tp hp gm mt s t cc bin ni tri t mt tp hp nhiu bin.

Bc 4: Kim nh m hnh l thuyt SERVQUAL bng hai cng c: (1)- h s tng quan Pearson, (2)- hi qui tuyn tnh a bin.- H s tng quan Pearson (r) dng lng ho mc cht ch ca mi lin tuyn tnh gia cc nhn t nh lng, php lng ho ny c gi l h s tng quan Pearson. Tr tuyt i ca r cho bit mc d cht ch mi quan h tuyn tnh, gi tr /r/ 1 khi cc bin c mi tng quan cht ch, tuy nhin khi r = 0 s ch ra rng cc bin khng c mi quan h tuyn tnh. Gi tr ca nhn t a vo phn tch h s tng quan Pearson l trung bnh s hc ca cc bin quan st thuc nhn t . H s tng quan Pearson l php tnh trc khi thc hin php hi qui.

- Phn tch hi qui tuyn tnh cc nhn t (a bin) nh hng n d tho mn ca khch hng trong kinh doanh dch v:

Php hi qui tuyn tnh s cho kt qu th hin mi quan h tuyn tnh gia cc nhn t i vi s tho mn ca khch hng, lm c s kim nh m hnh SERVQUAL p dng v xc nh chc chn c nhn t nh hng n s tho mn khch hng trong kinh doanh dch v vi trng hp nghnh ngh c th. Php hi qui tuyn tnh a bin v kim nh mc ngha 5% theo m hnh:S tho mn = Bo + B1* s tin cy+B2 * s p ng+B3 * nng lc phc v+ B4 * s ng cm+ B5 * phng tin hu hnh.

Trong , Bi c gi lh s qui hi rieng ca tng nhn t (trng s ca nhn t).1.3.3. Quy trnh nghin cu s tho mn khch hng trong kinh doanh dch v. [11, 26]Qui trnh nghin cu gm bn phn chnh :

1. Trn c s l thuyt v cht lng dch v v thang o cht lng dch v SERVQUAL, thit lp bng cu hi thang o cht lng dch v v s tho mn khch hng trong kinh doanh dch v

2. Tin hnh thu thp s liu, nghin cu nh gi thang o; kim nh m hnh v cc gi thuyt bng chng trnh phn mm SPSS xc nh cc nhn t nh hng n s tho mn khch hng3. Phn tch xc nh thc trng s tho mn ca khch hng trong kinh doanh dch v

4. Xy dng cc gii php nng cao s tho mn ca khch hng trong kinh doanh dch v Du lchDa vo cc l thuyt trnh by trong chng, di y l s lc tm tt qui trnh t xut:

Hnh 1.5 Qui trnh nghin cu s tho mn ca khch hng[Ngun: tc gi tng hp]1.4 Kt lun chng 1

Hin nay c nhiu phng php nghin cu v s hi lng ca khch hng trong kinh doanh. Trong chng 1 ngoi vic a ra mt cch hiu thng nht v cc thut ng du lch, lun vn cn gii thiu cc l thuyt lin quan n mt phng php nghin cu s tho mn ca khch hng mi c s phi kt hp ca 2 cng c: phn mm SPSS 16.0 v m hnh cht lng SERVQUAL.

M hnh SERVQUAL c s dng ph bin xy dng thang o cho cht lng dch v v s tho mn ca khch hng, bao gm 5 nhn t: tin cy, p ng, nng lc phc v, s ng cm v phng tin vt cht hu hnh; nm nhn t ny cha 21 bin quan st c ni dung m t thuc tnh ca mi nhn t. Tuy nhin, s lng v ni dung cng nh o lng cc nhn t nh hng n s tho mn khch hng trong kinh doanh dch v thay i theo tng loi hnh dch v v tng th trng c th. V vy cn c nhng iu chnh v b sung cn thit.

xc nh cc nhn t nh hng n s tho mn trong kinh doanh dch v ca mt lnh vc c th cn thc hin cc nghin cu sau: (1) p dng m hnh SERVQUAL thit k thang o s tho mn khch hng trong kinh doanh dch v; (2) S dng phn mm SPSS xc nh nhn t nh hng n s tho mn khch hng trong kinh doanh dch v thng qua vic tho mn cc ch s v cc h s ca vic phn tch.

Nhim v ca chng 2 s trnh by nhng nghin cu vn dng t c s l thuyt v cht lng dch v v s tho mn khch hng trong kinh doanh dch v xc nh c th cc nhn t nh hng n thc trng s tho mn khch hng trong kinh doanh dch v lu tr Khch sn ti H Ni. C th l:1- Phn tch nh gi thc trng s tho mn ca khch hng trong cc khch sn H Ni2- p dng m hnh cht lng dch v SERVQUAL v phn mm SPSS 16.0 xc nh cc nhn t nh hng lm c s cho vic nghin cu chng 3 ca kho lun.

Chng 2nh gi thc trng s tho mn khch hng trong kinh doanh dch v Du Lch khch sn H Ni

2.1. Gii thiu v Du Lch khch sn H Ni2.1.1. H thng khch sn H Ni [15]Theo bng xp hng mi y do cng ty De Loitte & Touche LLP lp, H Ni ng v tr th 3 trong s cc thnh ph c cng sut s dng phng cao nht th gii.Theo thng tin t S du lch H Ni, hin nay, trn a bn H Ni c 516 c s lu tr du lch vi 12 894 phng, trong c 181 khch sn c xp hng vi 8 652 phng.

Tuy nhin, qui m cc khch sn H Ni khng ln. S khch sn c t 50- 100 phng ch chim 3,63% v 8,87% tng s c s lu tr. Do lng phng t, hin nay cng sut s dng bung, phng khch sn h Ni t mc trung bnh t 85% n 95%! ng ch l yu t thi v gn nh khng cn trong kinh doanh phng khch sn H Ni. Ngay c trong thng 5, thng 6 hng nm l thi gian vng khch nhng cng sut s dng phng ca nhiu khch sn vn dt trn 70%.S lng phng khch sn 4- 5 sao hin nay cn rt hn ch. Gi phng khch sn 5 sao H Ni dao ng trong khong 120- 135 USD/ ngy. H s s dng phng t xp x 82%. Khch n h Ni thng gp kh khn trong vic tm thu phng cho thy nhu cu cn c thm nhiu phng khch sn hn. Trong tng lai, hu ht cc khch sn mi s nm trong khu vc trung tm mi M nh, d kin s i vo hot ng nm 2010 hoc mun hn, v ch yu phc v doanh nhn t th hai n th suTuy nhin, H Ni c qui nh cht ch v cc ch tiu qui hoch trong xy dng ti nhng khu vc c gi tr lch s, vn ho c bit nhu khu ph c. Trong khi , lng khch sn 2 sao (qui m khong 20- 30 phng) nhiu v nm ch yu trong khu ni thnh c nn kh khn trong vic xy dng. Ci to li. Do qui nh v qui m phng trong tiu chun xp hng khch sn nn mc d c cht lng cao (c th tng ng 3 sao chu u) nhng s khch sn ny ch c xp 2 sao ti Vit Nam. Nu tnh c s lng cc lai phng ny, tng s phng cht lng ti H Ni c khong 8000 phng. gii p lc thiu phng khch sn, song song vi tm kim cc d n xy dng mi, thnh ph cng khuyn khch tin trnh hon thin, nng cp nhng d n c cp php. l khch sn Intercontinetal, 5 sao, 315 phng v khch sn ng , 3 sao, 56 phng.

Bn cnh , mt s khch sn xy dng li vi qui m ln hn nh khch sn Hon Kim, 4 sao, 126 phng; khch sn ng Li, 3 sao, 70 phng; khch sn Dn Ch, 4 sao, 160 phng

Tuy nhin, nhng con s l loi ny vn cha th b p c s thiu ht do tc tng trng ca du lch H Ni lun ng mc cao. Lnh o S du lch H Ni cng nhn nhn, thch thc rt ln i vi s pht trin ca ngnh du lch l ang thiu rt nhiu c s vt cht phc v du khch, c bit l h thng c s lu tr du lch.Vi tim nng hin c, H Ni c kh nng n tip khong 2 triu khch quc t, 6- 7 triu khch ni a hng nm vo 2010. Vi 2 triu khch quc t, thnh ph s thiu khong 16.000 phng khch sn c cht lng cao. iu ny ng ngha vi vic H Ni s phi xy dng thm khong 3.300 phng khch sn/ nm. Trong , s phng 4-5 sao l khong 1.700 phng/nm tng ng vi vic xy dng thm 6- 7 khch sn 4-5 sao/ nm. y l con s khng d g t vt qua v c v nh du khch ti H Ni s tip tcphi mc hu bao chi nhng khon ln dnh cho cc c s lu tr thay v mua sm, vui chi, n ung.2.1.2. Cc dch v cung cp cho Du khch ti cc khch sn H Ni [15]Tu vo quy m v tiu chun ca tng khch sn, cc dch v c th s khc nhau nhng nhn chung, cc khch sn ti H Ni s cung cp cho du khch cc dch v sau y:

Hi im kinh doanh (Business Point), nh hng v qun bar, phng tp th thao, trung tm thng mi (Business Center), t v v xc nhn li dch v hng khng, dch v a n khch, dch v trng tr, dch v bo qun hnh l (khi khch i tour), dch v thanh ton th tn dng, dch v thu xe, dch v git l, dch v th in t v tin nhn, minibar, bo ch, dch v ng gi, tham quan du lch, dch v bo thc v cc dch v b tr khc.2.1.3. Tnh hnh kinh doanh khch sn ti H Ni [15]

Theo nhn nh ca cc chuyn gia trong ngnh du lch, tnh trng thiu phng khch sn cao cp l kh ph bin.

C mt thc t l hu ht cc khch sn 5 sao v 4 sao ti H Ni u i vo hot ng t nhng nm 90 ca th k trc v khng c khch sn mi no c xy mi trong nhng nm gn y.Nh vy, lng cung hn ch trongkhi nhu cu li cao khin cho hiu sut s dng phng lun t mc l tng. Theo kho st ca tp on ti chnh, l do ny khin cho gi thu phng khch sn 5 sao H Ni lun mc gi cao. Cui qu I- 2007, mc gi trung bnh t 115 USD/ngy. R rng, mc tng trng du lch vt qu xa tng s lng phng khch sn.Mi y, ti H Ni, lin tip 3 nh u t ln khi cng nhng cng trnh khch sn 5 sao qui m ln (trn 500 phng). T nay ti cui nm, s c thm 2 khch sn 5 sao qui m ln c khi cng.Tuy nhin, nu tt c thnh cng, cc cng trnh ny s hon thnh vo cui nm 2010. Bi vy, cc chuyn gia trong ngnh du lch d bo, trong vi nm ti, th trng khch sn H Ni vn rt hp dn i vi cc nh u t trong v ngoi nc.2.2. xy dng thang o s tho mn khch hng trong kinh doanh khch sn [11, 36-40], [3, 66-67]Trn c s l thuyt nu, vic xy dng thang o s tho mn ca khch hng trong kinh doanh du lch khch sn H Ni hay ni mt cch ngn gn: xy dng bng cu hi tham kho kin khch hng c p dng m hnh cht lng dch v SERVQUAL v s dng thang o th bc..

Hnh 2.1 Qui trnh xy dng bng cu hi. [Ngun: tc gi tng hp]Theo qui trnh nu trn, ngi nghin cu phi t mnh phc tho mt bng cu hi. y l bc rt quan trng- t nn tng cho bng cu hi hon chnh v sau ny nn i hi ngi nghin cu phi vn dng c sng to v kt hp cht ch l thuyt v thc tin ton b nhng hiu bit ca bn thn. Sau , tham kho thm kin nhng chuyn gia trong ngnh. l nhng kin qu bu m ta phi bit tn dng v khai thc. Cng vic tip theo l dng bng hi s tho ban u iu tra th nghim- y l cch d dng v nhanh chng pht hin nhng thiu st. hon chnh c m hnh ny cho ph hp vi chuyn ngnh kinh doanh khch sn, chng ta tin hnh tun t cc bc sau:Bc 1: p dng m hnh SERVQUAL thit k s b dn bi gm cc nhn t v cc bin quan st.

M hnh gm 5 nhn t sn c l: tin cy, p ng, nng lc phc v, s ng cm, phng tin hu hnh v 21 bin quan st m t thuc tnh 5 nhn t (tham kho ph lc1).

Bc 2: Chn i tng nhm tho lunDo tnh cht cng vic ca i tng tham kho v a v ca ngi nghin cu nn tc gi khng th mi mt lc cc i tng cng tham gia vo cuc tho lun m ch i tham kho tng ngi. Thnh phn gm:

i din cho cc chuyn gia trong ngnh: Ph Ch nhim Khoa du Lch Vin i Hc M H Ni, Gim c chi nhnh Bn thnh ti H Ni, Gim c chi nhnh OSC Travel, Gim c Hanoi-tourist i din cho cc n v khch sn gm: Ph tng gim c Khch sn Sofitel Metropole, gim c nh hng Spices Garden- Khch sn Sofitel Metropole. Danh sch xem ph lc 2Bc 3: Xc nh ni dung cc quan st m t thuc tnh nm nhn t ca s tho mn khch hng trong kinh doanh dch v khch sn ti H Ni.

Tin hnh phng vn chuyn gia c kt qu tt nht. Cc cu hi thng dng c th tham kho kin mt cch c hiu qu nh: C (ch) ng vi ni dung cu pht biu ny khng? Ti sao? Nu cn phi sa th phi sa nh th no cho hp l? C (ch) thy c ngun ti liu no dng tham kho cho bng cu hi? C (ch) c cn kin no khc khng?...Sau khi tham kho kin ca cc i tng l chuyn gia trong ngnh du lch khch sn, kt thc cc bui tho lun xc nh c ni dung cc quan st m t thuc tnh nm nhn t cht lng dch v v s tho mn khch hng trong kinh doanh dch v du lch khch sn.

Mt bng cu hi c s kt hp gia l thuyt v thc hnh; kinh nghim bn thn v chuyn gia v khch hng l mt bng cu hi c cht lng.

C th nh sau:Nhn t tin cy1- Nhn vin lun thc hin ng thi gian khch sn cng b.2- Nhn vin lun ng vi thi gian ha

3- Nhn vin lun lm nhng g ha

4- Bt khi no bn c vn , bn u c th tm c s tr gip ca bt k nhn vin no

5- Thng tin nhn vin cung cp lun chnh xc

6- Lc bnh thng, bn vn c th nhn c cu hi thm t chnh ngi qun l cp caoNhn t p ng7- Nhn vin lun nhn bn mt cch chm ch khi ang giao tip trc tip

8 - Nhn vin cung cp thng tin cn thit trc khi bn hi9 - Khch hng c phc v kp thi theo yu cu

10- Bn cha cn ni nhn vin c th on c bn ang mun gNhn t nng lc phc v11- Ch cn 1 ln din t l nhn vin hiu ng yu cu ca bn

12- Nhn vin phc v bn ng tiu chun cam kt

16- Bn hay tip cho nhn vin khi bn hi lng

14- Mi nhn vin c th giao tip bng ting Anh

c nhn vin giao tip vi bn bng ting bn ng ca bn (khng phi l ting Anh)

15- Nhn vin lun mm ci ti vui khi lm vic, i li nhanh nhn nhng khng hp tp vi vng

16- Bn khng nghe thy ting v, ting va p qu to, ting ni chuyn gia cc nhn vin khi nhn vin lm vicNhn t s ng cm17- Nhn vin gi bn bng tn ca bn, nu bn Du Lch trng ngy sinh bn s nhn c qu v li chc mng

18- Nhn vin hi chuyn bn vo cc ln gp hoc lc bn ang ch dch v.

19- Bn gp vn bn lun c nghe cu: May I help you?Nhn t vt cht ca mi trng phc v20- Bn thy n tng tt v ng phc ca nhn vin

21- V sinh c nhn ca nhn vin ng tiu chunnh gi s hi lng chung v: Khch sn hoc nh hng

22- Khng kh khch sn khin bn thy d chu v thch th.

23- Kin trc ca khch sn hi ho

24- Trang thit b trong khch sn m bo c nhu cu ca bn v trong iu kin hot ng tt

25- Gi c tng xng vi cht lng dch v.26- Tt c cc b phn trong khch sn c s nht qun v cht lng.

27- Bn mun quay tr li khch sn nu c c hiBc 4: thang o v s hi lng ca khch hng trong kinh doanh dch v du lch ti H Ni.Trong nghin cu nh xc nh trong phn l thuyt ta s dng thang o th bc. Thang o th bc gm cc pht biu lin quan n thi v khch hng tr li bng cch nh du X vo im s thch hp theo qui c nh sau:Hon ton phn iPhn iTrung bnhng Hon ton ng

12345

[Ngun: tc gi tng hp]

Nh vy, ni dung thang o s hi lng ca khch hng trong kinh doanh dch v du lch (y chnh l c s xy dng bng hi dnh cho khch hng) gm 27 li nhn nh chia lm 2 phn:

- Phn 1: Gm ni dung 21 bin quan st m t thuc tnh 5 nhn t theo m hnh SERVQUAL dnh cho du khch nh gi v cht lng nhn vin.

- Phn 2: Gm 6 bin quan st m t mt cch tng th v ton b cht lng dch v ca khch sn hoc nh hng dnh cho du khch nh gi s hi lng n u trong thang im nu ra.2.3 Xc nh cc nhn t nh hng n s hi lng ca Du khch.[11, 40- 56], [9], [13]

Trn c s l thuyt nu tng qut chng 1 v l thuyt c th mc 1.3.2 vic xc nh cc nhn t nh hng n s tho mn ca khch hng trong kinh doanh dch v du lch l iu hon ton c th thc hin c.Vic tm ra cc nhn t nh hng n s hi lng ca du khch l rt quan trng, v t y chng ta s c cn c ra cc bin php khc phc nhng nhn t yu km v pht huy nhng nhn t tch cc.

Qui trnh sau y thng k cc cng vic cn phi thc hin mt cch ngn gn v khoa hc. Sau khi c bng hi hon chnh chng ta phi i thu thp s liu t du khch. l ngun thng tin v cng quan trng chng ta dng n phn mm SPSS 16.0. T y nh x l trn my tnh s cho chng ta bit nhng nhn t no quan trng v nhn t no khng thc s nh hng n cht lng.

xc nh c cc nhn t ny, cng vic phi c tin hnh tun t nh sau:

Hnh 2.2 Qui trnh xc nh cc nhn t nh hng ti cht lng [Ngun: tc gi tng hp]

Bc 1: Tin hnh thu thp nh gi ca khch hng v s tho mn ca khch du lch ti H Ni v c s lu tr.Do thi gian v kinh ph c hn nn s phiu ban u pht ra l 120. Thi gian ch l 14 ngy (2 tun).C 2 cch phn phi bng hi:

Gi bn ti cc khch sn nh: Sofitel Metropole (5sao), Sl Melia (5 sao), Elegence (3 sao). Tc gi nghin cu t tm du khch tr chuyn v hon thin bng hi ti cc im tham quan du lch nh: H Gm, Lng Bc, Vn Miu Quc T Gim.

Cch lm th nht vp phi rt nhiu kh khn. V nhiu l do: cc khch sn c bng hi ring, khch sn khng mun nhm nghin cu lm phin du khch ca h, du khch khng c thi gian, v bn thn du khch cng khng mun gp rc ri V vy m c n 20 phiu khng thu c kt qu phn hi.

V vy, s lng ch thu c nhiu vic tc gi nghin cu trc tip i iu tra du khch ti cc im tham quan lc du khch ngh chn.

Kt qu ca iu tra vi s liu thu thp c l: s phiu ban u pht ra l 120 v thu v 100 phiu.

100 phiu vn l con s khim tn. Nhng v cn l sinh vin nn kinh ph v thi gian c hn cng nh lun vn ch mang tnh th nghim bc u v cch ng dng phn mm SPSS 16.0 cho nn vic p dng m hnh cht lng SERVQUAL cc kt qu chc chn cn rt khim tn.Bc 2: M ho cc bin quan st v thng k cc gi tr i lng ca thang o s tho mn khch hng trong kinh doanh c s lu tr.Do yu cu ca vic s dng phn mm SPSS, cc bin quan st cn c m ho thnh cc k hiu n gin thun tin cho vic x l thng k v theo di kt qu nghin cu. C th nh sau: i vi 6 bin quan st thuc nhn t tin cy (Reliability) c k hiu thnh Rel_i (trong i chy t 1 n 5).

i vi 4 bin thuc nhn t p ng (Responsiveness) c k hiu thnh Res_i (trong i chy t 1 n 4).

i vi 6 bin quan st thuc nhn t nng lc phc v (Assurance) c k hiu thnh Ass_i (trong i chy t 1 n 6).

i vi 3 bin quan st thuc nhn t ng cm (Empathy) c k hiu thnh Emp_i (trong i chy t 1 n 3).

i vi 2 bin quan st m t thuc nhn t vt cht ca mi trng phc v (Tangibility) c k hiu thnh Tan_i (trong i chy t 1 n 2).

i vi 6 bin m t s tho mn chung v cht lng dch v ti c s lu tr (Quality) c k hiu thnh Qua_i (trong i chy t 1 n 6).

(K hiu c ly theo 3 ch ci u bng ting Anh ca cc nhn t theo m hnh SERVQUAL chi tit xem ph lc).Thng k cc gi tr i lng ca cc bin quan st theo cc bng hi thu c v: kch thc mu (n) l 100 (s bng hi thu v), gi tr trung bnh s hc (mean), lch chun, gi tr nh nht, gi tr ln nht.

Sau khi c c kt qu, quan st chng cho thy cm nhn ca khch hng v cht lng c s lu tr nh sau:

Cc bin quan st v phng tin vt cht trong mi trng phc v khch sn c nh gi c gi tr trung bnh s hc cao nht: l Tan_20 (ng phc nhn vin, c gi tr trung bnh s hc mean = 4,34 ), Tan_21 (v sinh c nhn ca nhn vin, c mean = 4,12). Cc bin quan st v tin cy, p ng nh gi mc trung bnh

Cc bin quan st v nng lc phc v v nhn t ng cm mc thp nht: Ass_11 (c mean = 2,12), Ass_14 (mean= 2,48), Ass_15 (mean= 2,63), Ass_16 (mean = 2,45), Emp_17 (mean= 2,14), Emp_19 (mean= 2,82).

Cc bin quan st ca cht lng dch v tng qut th cng mc trung bnh.

Bc 3: nh gi thang o cht lng dch v lu tr.

S dng chng trnh SPSS 16.0 xc nh, theo tun t cc bc sau:

H s tin cy Cronchbach Alpha ca cc bin quan st. Cc bin quan st c h s tng quan tng bin (Corrected item total) 0,3 s b loi v tiu chun chn nhn t khi n c tin cy Alpha 0,6.

Phn tch nhn t kim nh s hi t ca cc bin quan st. Cc bin quan st c h s tng quan gia cc bin quan st v cc nhn t (factor leading) 0,4 hoc sai bit h s chuyn ti ca mi bin quan st trong cc nhn t 0,3 s b loi.Nhp d liu cn thit cho chng trnh SPSS v theo di cc s liu sao cho m bo cc yu cu iu lin nu. Kt qu c th nh sau:

Cc nhn t vi cc bin quan st u cho h s Cronbach Alpha 0,6 nn u t yu cu a tip vo cc phn tch tip theo. Nhn t tin cy l: 0,66; p ng: 0,675; nng lc phc v: 0,76; s ng cm: 0,72; phng tin vt cht: 0,60.

*** Phn tch nhn t i vi cc bin cht lng phc v:

Tin hnh phn tch ln 1: do khng p ng c yu cu h s tng quan gia cc bin quan st v cc nhn t (factor leading) 0,4 hoc sai bit h s chuyn ti ca mi bin quan st trong cc nhn t 0,3 nn mt s bin quan st ca cc nhn t s b loi. Kt qu nh sau: Rel_1, , Rel_3, Res_7, Res_8, Ass_12, Tan_20 b loi.

Tin hnh phn tch ln 2: do khng p ng c yu cu h s tng quan gia cc bin quan st v cc nhn t (factor leading) 0,4 hoc sai bit h s chuyn ti ca mi bin quan st trong cc nhn t 0,3 nn mt s bin quan st ca cc nhn t s b loi. Kt qu nh sau: Rel_6, Res_9, Ass_16, Tan_21 b loi.

Tin hnh phn tch ln 3: do khng p ng c yu cu h s tng quan gia cc bin quan st v cc nhn t (factor leading) 0,4 hoc sai bit h s chuyn ti ca mi bin quan st trong cc nhn t 0,3 nn mt s bin quan st ca cc nhn t s b loi. Kt qu nh sau: Rel_5, Res_10 b loi.

Qua 3 ln phn tch nhn t cht lng dch v xc nh c 3nhn t v 9 bin quan st. Kt qu trn ch l nhng th nghim ban u cho vic p dng chng trnh SPSS 16.0 vo tnh ton vi s hn ch v thi gian v kinh ph nn cng vic nghin cu ch tham kho kin ca 100 du khch. Kt qu trn ch mang tnh biu tng v cha thc s khch quan, tc gi mong nhn c s thng cm t pha cc thy c v cc bn sinh vin mun quan tm n ti. Nh vy, cc nhn t v cc bin quan st nh hng n s cm nhn v cht lng lu tr ca du khch l:Nhn t nng lc phc v

Ass_11Ch cn 1 ln din t l nhn vin hiu ng yu cu ca bn

Ass_14Mi nhn vin c th giao tip bng ting Anh

c nhn vin giao tip vi bn bng ting bn ng ca bn (khng phi l ting Anh)

Ass_15Nhn vin lun mm ci, i li nhanh nhn nhng khng hp tp vi vng

Ass_16Bn khng nghe thy ting v, ting va p qu to khi nhn vin lm vic

Nhn t s ng cm

Emp_17Nhn vin gi bn bng tn ca bn, nu bn du lch trng ngy sinh bn s nhn c qu v li chc mng

Emp_18Nhn vin hi chuyn bn vo cc ln gp hoc lc bn ang ch dch v

Emp_19Bn gp vn bn lun c nghe cu: May I help you?

Nhn t tin cy

Rel_2Nhn vin lun ng vi thi gian ha

Rel_4Bt khi no bn c vn , bn u c th tm c s tr gip ca bt k nhn vin no

Bng 2.1 Cc nhn t nh hng ti cht lngNh vy theo kin ca khch hng th nhn t tin cy, s ng cm v nng lc phc v cng vi cc bin quan st ca chng cc nhn t l nh hng trc tip ti cht lng dch v.Bc 4: Kim nh m hnh l thuyt SERVQUAL bng 2 cng c SPSS 16.0 : (1) h s tng quan Pearson, (2) hi qui tuyn tnh a bin.Thng k li gi tr s hc ca tng nhn t:

Nhn t tin cy: 2,19

Nhn t nng lc phc v: 3,10

Nhn t ng cm: 3,55

Nh vy, s tho mn chung ca khch hng v cht lng dch v nm nhn t thp nht, do , mc tho mn ch t: 2,19Sau khi tm ra cc nhn t nh hng n cht lng dch v lu tr v cm nhn ca khch hng, m hnh cht lng dch v SERVQUAL c hiu chnh cho ph hp nh sau:

Hnh 2.3 S m t hiu chnh m hnh nhu cu s tho mn cho

ph hp vi thc t iu tra. [Ngun: tc gi tng hp].iu ny chng t, m hnh SERVQUAL phi c hiu chnh cho ph hp vi tng ngnh nghin cu ng dng.* Tnh ton h s tng quan Pearson (r) dng kim tra s lin h cht ch ca cc bin c lp v bin ph thuc. Nu r = 0 c ngha l gia cc bin khng c quan h tuyn tnh vi nhau. Sau khi nhp d liu vo tnh ton SPSS, tnh ton bng ma trn th thy rng: r < 1 do gia cc bin c mi quan h tuyn tnh cht ch.* Phn tch hi qui tuyn tnh a bin vi cc nhn t nh hng n s tho mn khch hng

Phn tch c thc hin bng phng php Stepwise vi tiu chun: xc sut a bin vo PIN = 0,05 v xc sut a bin ra POUT = 0,1.

Bng cch nhp cc s liu theo yu cu ca SPSS. Theo phn tch h s Bta th trng s ca cc nhn t cn li nh hng n s tho mn ca khch hng nh sau:Nhn tTrng s

Nng lc phc v0,35

S ng cm0,32

tin cy0,31

Bng 2.2 Kt qu theo phn tch BtaS tho mn = 0,35 * nng lc phc v + 0,32 * s ng cm + 0,31 * tin cy.

Nh vy gi thit v 3 nhn t nh hng n s tho mn ca khch hng c thay th bi m hnh sau: [8,56]

Hnh 2.4 Cc nhn t nh hng n cht lng

2.4 Phn tch cc nhn t nh hng n thc trng s tho mn ca khch hng

Hnh 2.5 S mng nhn thc trng s tho mn ca khch hng khi s dng dch v lu tr

Nhn vo s mng nhn trn, chng ta d dng nhn thy khch hng nh gi nh th no v dch v lu tr H Ni ang cung cp. l du hiu gip chng ta nhn nhn thc t chng ta lm c g v cn g thiu st v v th chng ta cng bit chng ta cn phi phn u nhiu hn na.

Vng trn to pha ngoi cng th hin cho mc tho mn cao nht ng vi mc im cao nht 5,00. Vng trn th 2 th hin mc hi lng thc t hin nay- y l thc t tm hiu c qua tham kho kin khch hng. Theo nh nguyn tc ca vic phn tch m hnh cht lng SERVQUAL v nguyn tc tht nt c chai th mc hi lng thc t hin nay th ly mc nhn t c im s thp nht. iu ny cho thy, cht lng l mt kt qu tng hp t cc nhn t. Nh vy tc l: phi c s ng u v cc nhn t nh hng ti cht lng. D nhn t ny rt tt, im s rt cao nhng cc nhn t cn li cha c ch trng th chung qui li cht lng cha m bo v khch hng cha hi lng.

Gia vng trn 1 v vng trn 2 nu vn cn khong cch th cht lng cha thc s m bo. Ba trc cn li th hin 3 nhn t nh hng ti cht lng. Nhim v ca chng ta l tng c im s ca cc trc ny. Nu nh cc im A, B, C m vt qua c vng trn nh pha trong th cht lng c m bo v hn th na vt c s mong i ca khch hng. Nu nh tam gic ABC ny m c xu hng nm gn trong vng trn nh th cht lng ang trong tnh trng bo ng. Nhn chung mc hi lng cn thp. Chng ta phi vch ra c nhng nguyn nhn lm cho khch hng cha tho mn v cht lng.

C nhiu nguyn nhn dn n tnh trng trn. C c nguyn nhn khch quan ln ch quan.

c th ch ra cc nguyn nhn tc ng n kt qu mt cch y v trnh b xt cc nguyn nhn, trong qun l cht lng hin i, ngi ta s dng 7 cng c thng k. Sau y l mt s thng tin chnh v cc cng c thng k ny.[4]1. T kim tra: l mt loi cng c biu dng thu thp s liu ban u, phc v cho cng cho qun l cht lng. thc hin cng c ny, ngi ta cn chn i tng kim tra, xy dng phiu iu tra, tin hnh kim tra thu thp s liu, ghi chp cc s liu vo mu kim tra theo mc ch nghin cu.2. Biu tn s l biu hnh ct th hin tn xut xut hin ca hin tng no . N cho bit dng phn b ca cc tn sut v phm v sai s ca n.

3. Biu Part l biu dng phn loi nguyn nhn tc ng n cht lng, xem xt nguyn nhn chnh, t c bin php tp trung vo nguyn nhn chnh khc phc.

4. S lu trnh c dng phn tch ton b chui cng vic. N tp trung vo c ng ca ngi iu khin hoc tp trung vo dng di chuyn ca i tng trn c s nhn nhn mt cch tng quan h thng v s vn ng ca qu trnh.5. Biu nhn qu l loi th c hnh xng c nhm gip lit k mi nguyn nhn c kh nng tc ng n kt qu. Cc nguyn nhn c sp xp theo th t thnh cc nhm da theo cc tiu ch nht nh. Mi nhm nguyn nhn li c phn cp theo mc quan trng ca n. Biu l c s phn tch nh tnh, mi quan h nhn qu to iu kin i t nguyn nhn ti gii php mt cch ton din.

6. Biu tn x l loi biu phn tch nh lng mi quan h gia yu t nguyn nhn v kt qu. 7. Biu kim sot gip qun l cht lng theo qui trnh nh kp thi ngn c nhng khuyt tt xy ra trong qu trnh s dng.Chng ta c th s dng mt trong 7 cng c thng k qun l cht lng ch cc nguyn nhn khin cht lng khng c m bo. Tuy nhin cch lm hiu qu nht l kt hp nhiu cng c li vi nhau. Trong kho lun dng biu nhn qu, biu tn x, biu Part tm ra nguyn nhn dn n cht lng cha c m bo.Sau khi vic ch ra cc nguyn nhn tc ng n cht lng (da vo cc cng c thng k) c thc hin ra mt bn nhp, cng vic ca ngi nghin cu l chn lc v nhm cc nguyn nhn li theo tiu ch: nhng nguyn nhn no nh hng n nhn t ng cm, nguyn nhn no nh hng n nng lc phc v v s tin cy.

2.4.1 Nguyn nhn nh hng n s ng cm. Cc nhn vin cha thc s tm huyt vi ngh nghip. H coi ngh dch v du lch nh l ngh tm thi trc khi tm ra vic g m h cho rng tng xng v ph hp hn. Nhiu nhn vin c quan nim ngh dch v rt bp bnh khng mang cho h cuc sng n nh. Nhn vin cha nh gi ng mc quan trng ca ngnh dch v. Mt s u ngh theo np c l ngh h thp mnh khi phc v ngi c tin. H cng cho rng ngh phc v ch dnh cho nhng ngi c trnh thp. i khi khch hng qu kh chiu, hch sch khin nhn vin khng kin nhn chiu lng du khch. Trong mt s trng hp nht nh, nhn vin c th ngi phin h rc ri gp phi nu mun gip mt v khch. S n y trch nhim. Cng vic qu mt nhc khin nhn vin khng cn mun nim n tn tnh. Vo ma vng khch khng c nhiu vic nhn vin c th m bo cuc sng nhng n ma ng khch th nhn vin phi lm lm vic qu nhiu khin ngy hm sau h khng c sc kho lm vic. S phn bit i x vi khch. Mt s khch VIP c chm sc cn thn hn hn. Ro cn ngn ng: i khi nhn vin mun quan tm nhiu n khch hng nhng kh din t v nghe cng khng hiu. Khc bit v nn vn ho gia nhn vin v du khch nn s quan tm cha va lng khch.2.4.2 nguyn nhn nh hng n nng lc phc v ca nhn vin Nhn vin cha t mnh trau di s hiu bit v kin thc v ngh phc v c th p ng yu cu cng cao ca du khch.

Cc trng o to ch l l thuyt cha chuyn su v thc hnh khin nhn vin khi c c hi lm vic tr nn lng tng.

Khch sn khng thng xuyn c cp nht cc k thut mi v o to cho nhn vin. Cha ch trng n cng tc tuyn dng ban u khin cht lng nhn vin cha p ng c yu cu ca cng vic.

Ngn ng cng l mt nhng yu t to nn nng lc phc v. C hiu yu cu ca khch th mi p ng v phc v tt. Cng tc gim st v nh gi kt qu lm vic ca nhn vin cha t hiu qu kp thi sa sai v un nn nhn vin.

Cha c cc phong tro thi ua. Khi sai st xy ra cha kp thi o to li cho cc nhn vin khc trnh mc sai lm ging nh th.2.4.2 Nguyn nhn nh hng n tin cyCc nguyn nhn nh hng n tin cy cng c mt s nguyn nhn trng vi nguyn nhn gy ra cc tr ngi trong nng lc phc v v ng cm. C th ch ra mt v d nh: Nguyn nhn phn bit i x vi khch. Mt s khch VIP c chm sc cn thn hn hn. y l nguyn nhn c ch ra l nguyn nhn nh hng n s ng cm ca nhn vin vi du khch. Nhng ta cng c th ch ra n cng l nguyn nhn nh hng n tin cy. Khch VIP quan trng hn nn c u tin trc.S tin cy ca khch hng l h qu ca cc nhn t nng lc phc v, s ng cm. Khch hng khng th tin tng vo ngi nhn vin phc v nu ngi nhn vin khng bit lng nghe, khng bit chia s v khng th hon thnh tt cng vic.Ngoi ra c cc nguyn nhn ring bit cho tin cy c th ch ra nh sau:

Cng vic chng cho. C ngha l nhim v ny cha hon thnh nhng li c yu cu khc ca khch khin cng vic c thc thi khng ng nh ha.

V mt ca nhn vin khng tot ln v tin cy. Mt s biu hin nt mt ca nhn vin khin khch hng khng an tm nh: khi ni chuyn khng nhn vo ngi ni chuyn, c v bun, mt nhc Thi quen khng tin tng ca khch hng.Trn y l mt s nhng nguyn nhn c th xy ra nh hng n cht lng phc v du khch. Khi tm ra c cc nguyn nhn chng ta s d dng tm ra gii php khc phc.Vic tm ra cc nguyn nhn dn n cht lng khng c m bo l cng vic quan trng. Nh m ta c th tm bin php khc phc. Tm ng nguyn nhn, ta s tm ng c bin php khc phc hiu qu.

Cng vic ny i hi s u t cng sc v thi gian. Cc nguyn nhn c gi tr l cc nguyn nhn c tm hiu bi: nguyn vng, tm t, suy ngh ca khch hng; kinh nghim ca chuyn gia; v hiu bit ca bn thn. 2.5. Kt lun chng 2Do nhng li ch to ln khng ch v mt kinh t m nhng nm gn y Du lch nhn c s quan tm ca cc ban ngnh. Bn thn ngnh du lch cng n lc hon thin v thu c nhiu thnh cng. Tuy nhin nhng g chng ta lm c dng nh l cha : khch hng vn than phin v cht lng, khch du lch khng quay tr li, ti tin ca h vn cha c ch tiu Vit Nam V vy vic tm hiu s hi lng ca du khch l vic lm cn thit c th nng cao cht lng phc v.Qua cc nghin cu bng vic p dng m hnh cht lng dch v SERVQUAL v s dng chng trnh thng k SPSS 16.0 xc nh c cc nhn t nh hng n thc trng tho mn ca khch hng ti Du lch H Ni, l cc nhn t s ng cm, nng lc phc v, s tin cy. Phng trnh hi qui tuyn tnh th hin mi quan h gia cc nhn t nh hng n s tho mn ca khch hng l: S tho mn = 0,35 * nng lc phc v + 0,32 * s ng cm + 0,31 * tin cy. Qua phn tch thc trng nguyn nhn nh hng s khng hi lng ca khch hng trong kinh doanh dch v Du lch H Ni.

Nhim v chng 3 c t ra l: Trn c s kt qu phn tch thc trng nguyn nhn nh hng n s tho mn ca khch hng khi s dng dch v lu tr ti H Ni, kho lun t ra nhim v:1- Xy dng l trnh ng dng phn mm SPSS v m hnh cht lng dch v SERVQUAL nhm khuyn co cho cc khch sn H Ni v cc ni khc v qui trnh ng dng cc cng c mi nhm gp phn nng cao s hi lng ca khch hng trong hi nhp.2- Khuyn ngh gii quyt cc nhn t cn u tin c gii php thc hin gp phn nng cao s hi lng ca du khch n lu tr H Ni v Vit Nam ni chung.Chng 3ng dng phn mm spss 16.0 & m hnh cht lng servqual nghin cu s hi lng ca du khch v cht lng dch v lu tr ti H Ni Trn c s tm ra cc nhn t v thc trng nguyn nhn ca cc nhn t chng ta s d dng tm ra gii php h tr nhm tho g cc vn cn tn ng nng cao hn na cht lng lu tr ni ring v cht lng ngnh du lch ni chung.3.1 nh hng kinh doanh ca ngnh du lch trong thi k hi nhp [2]

3.1.1 Mc tiu pht trin ca du lch Vit Nam n nm 2010.

Ngy 22/7/2002, Th tng Chnh ph ra Quyt nh s 97/2002 Q- TTg ph duyt Chin lc pht trin du lch Vit Nam 2001 2010 trong xc nh nhng mc tiu tng qut ca du lch Vit Nam nh sau:

Mc tiu ca du lch Vit Nam n nm 2010 t cc con s sau y:

5,5- 6 triu lt khch quc t.

Nhp tng trng bnh qun 11,4%/ nm.

Thu nhp t Du lch 4,5 t USD.

To vic lm cho 1,4 triu lao ng.

Xy mi 130.000 phng khch sn.

Nhu cu vn u t khong 2,5 t USD.

Mc tiu lu di l pht trin nhanh v bn vng lm cho Du lch thnh ngnh kinh t mi nhn, du lch a nc ta tr thnh trung tm du lch thng mi dch v c tm c trong khu vc; phn u n nm 2020 a Vit Nam vo nhm nc c ngnh du lch hng u trong khu vc,

Hin nay chng ta ang trn con ng hi nhp kinh t vi cc nc trn th gii m yu t cnh tranh l rt gay gt. Cc doanh nghip du lch nc nh phi bit i mi vn ln khng ch c th thc hin mc tiu ra m cn l vn sng cn vi tng doanh nghip.

3.1.2 Chin lc pht trin du lch ca Vit Nam giai on 2001- 2010.

V nh hng th trng v pht trin sn phm

Mc tiu l cng c v m rng khai thc c hiu qu nhng th trng du lch quc t trng im, song song vi vic pht trin th trng ni a ph hp vi nhng iu kin c th ca Vit Nam.

V xc tin, tuyn truyn qung b du lch

Mc tiu ca hot ng xc tin, tuyn truyn qung b du lch l nng cao nhn thc mi mt v du lch trong cc cp, cc ngnh v nhn dn, hnh thnh v hng dn nhu cu du lch ni a; to lp v nng cao hnh nh ca du lch Vit Nam trong khu vc v trn th gii, tng cng thu ht khch quc t vo Vit Nam du lch

V u t pht trin du lch

Mc tiu l chuyn bin tch cc trong cng tc u t pht trin du lch vi nhng chnh sch u i, hng dn u t vo nhng im cn hn ch ca du lch Vit Nam Tp trung u t vo cc a bn trng im song song vi vic nng cp cc khu, im du lch cc vng du lch.

V pht trin ngun nhn lc du lch v nghin cu khoa hc cng ngh

Xy dng i ng cn b, nhn vin du lch c trnh v k thut nghip v, phm cht vng vng, c cu hp l, p ng yu cu pht trin ca nng trong tin trnh hi nhp du lch khu vc v quc t. Pht trin khoa hc cng ngh du lch Vit nam t trnh khu vc, gp phn nng cao hiu lc qun l v hiu qu kinh doanh du lch.

V hi nhp, hp tc quc t.

Tng cng ch ng hi nhp v hp tc quc t, nng cao hnh nh v th du lch Vit Nam khu vc v th gii.

Trn y l nhng nh hng mang tnh nguyn tc cho vic nhn thc, nh gi v tng cng kh nng hot ng du lch trong vic tho mn khch hng ca cc doanh nghip lu tr ni chung v cc khch sn trn a bn H Ni ni ring. Thit ngh, iu ny c nhn thc ng n th vi tr ca cc c quan qun l v mt nh nc ca ngnh l rt ln v mang tnh quyt nh to mt hnh lang tt khuyn khch v to mi trung thun li cho cc n v c nhng hng i ng n v kp thi.3.2 Gii php h tr cc nhn t nh hng ti cht lng phc v du khch.

3.2.1 Gii php 1: Gii php h tr cho nhn t ng cm trong vic lm tng s hi lng ca du khch.

* Mc tiu:

Nng cao tnh chuyn nghip ca nhn vin phc v, quan tm hn na ti cm xc ca khch hng, ch ti cc nhu cu c bit ca h. Lm cho nhn vin thy c tm quan trng ca s ng cm trong ngh dch v.

* Cn c ca gii php:

S tho mn = 0,35 * nng lc phc v + 0,32 * s ng cm + 0,31 * tin cy.

Da vo l thuyt v thc trng nghin cu c phn trc chng ta c th nhn thy: khch hng cha tht s cm nhn c s quan tm ca nhn vin.

Nhu cu cp thit trong cnh tranh: nm 2009 chng ta cam kt s cnh tranh bnh ng vi cc doanh nghip c 100% vn nc ngoi.

Trong chin lc pht trin khch sn chng ta lun mun to s khc bit thu ht khch hng. Kinh doanh khng c s khc bit l cht.

* Ni dung ca gii php:

Thit lp quan h cht ch gia cc b phn trong khch sn c nhng thng tin kp thi hu ch chnh xc phc v khch hng. Trc ht l b phn Sale & Matketing, Font Office (FO) phi lp c h s khch hng, lu tr cc thng tin c nhn, cc c tnh ring bit ca khch hng. Phi cp nht thng xuyn khi khch v lu li thng tin d khch khng cn khch sn na. H thng thng tin linh hot ch ng nhanh chng khin khch hng cm thy c thc s quan tm.

Nng cao nng lc nhn thc tm quan trng v cch thc nng cao s ng cm vi khch hng ca i ng cn b nhn vin, trao i kinh nghim thc tin v rt kinh nghim.

Nng cao tinh thn lm vic ca nhn vin h c trch nhim hn na trong cng vic. Tng s lng nhn vin cn thit cho mi ca m bo nng sut lm vic nhng cng trnh cho h lm vic qu mt mi. Kt hp thi gian ngh ngi v ch n ung hp l

Nng cao nng lc phc v, trnh ngoi ng, hiu bit vn ho, tn gio tp qun, hiu bit ngn ng c th, nt mt, c ch ca du khch.

Khuyn khch khch hng ng gp kin qua cc bng cu hi. iu ny va th hin s quan tm n cm xc ca khch hng va th hin tinh thn cu tin hc hi mun quan tm n vic nng cao cht lng phc v.

Thng qua gim st vin, qun l, phiu kin khch hng bit cm nhn ca khch hng v nhn vin phc v, t nh gi nhn vin.

* T chc thc hin

Ni dung gii phpThi gian d kin thc hin

123456

1Thit lp quan h cht ch gia cc b phn

2Nng cao nhn thc v tm quan trng ca s ng cm trong kinh doanh du lch

3Quan tm i sng nhn vin

4Nng cao nng lc, hiu bit ca nhn vin

5Khuyn khch khch hng xy dng kin v ng gp tng pht trin

6nh gi nhn vin

Bng 3.1 M t thi gian d kin t chc thc hin cc gii php 1

l vic tnh ton thi gian cho cc gii php nu. Thi gian tnh ton thc hin d kin trong khong 6 thng. y l khong thi gian thch hp thc hin gii php: khng ngn qu m cng khng di qu. Sau khi mt giai on 6 thng p dng chng ta cn c 1 khong thi gian cn thit nh gi xem phng php c ph hp khng hoc vi phng php chng ta thc hin nh th hp l cha.

Cc gii php ny c thc hin trong nhng khong thi gian khc nhau tu mc quan trng v cp thit ca gii php.* Thi gian thc hin

Nn c tin hnh thng xuyn v khong 6 thng theo nh k theo di nh gi kt qu thc hin.

* Li ch t c ca gii php

Hiu nhu cu khch hng, tng s hi lng, nng cao cht lng phc v, m bo, gia tng doanh thu v li nhun.m bo cng n vic lm cho nhn vin, to c hi cho h pht trin.3.2.2 Gii php 2: Gii php h tr cho nhn t nng lc phc v trong vic lm tng s hi lng ca du khch

* Mc tiu:

To nn mt phong cch phc v chuyn nghip hng u. Gim thiu cc sai st. Nng cao nng lc cnh tranh.

Nhn vin lm vic t tin nng ng, li nhng n tng tt p trong lng du khch, khin khch hng hi lng v cht lng phc v.* Cn c ca gii php:

S tho mn = 0,35 * nng lc phc v + 0,32 * s ng cm + 0,31 * tin cy

Da vo h s theo l thuyt v tnh hnh thc t theo iu tra m chng ta u nhn thy cn phi a ra gii php khc phc. Cc cn c ny khng ngoi cc cn c ra mc cn c cho s ng cm.

* Ni dung ca gii php:

Tng cng o to bng cch mi cc chuyn gia, cc ging vin c uy tn trong lnh vc du lch v Ting Anh du lch o to c hiu qu. S bt ng ngn ng lun c th l nguyn nhn hng ng dn n cht lng khng m bo nn phi ch trng hng u.

Cng tc tuyn dng cng l cch hiu qu nng cao cht lng phc v. Cn c cc chuyn gia nh gi qua cc bui phng vn bc u nh gi c nhn vin v loi b c nhng ngi khng ph hp.

Khng ngng tp hun theo cc phng php nh: o to cho, o to trn cng vic, ging dy Thi gian o to nn chia ra u n cho hp l v ph hp vi cng vic. Thi gian cho mi bui o to ch nn 1 ting n 2 ting. Sau khi o to c ch kim tra hiu qu ca o to nhn vin. Tng cng quan st ( t c tinh t trong chm sc khch hng)

Pht ng phong tro thi ua, ra cc gii thng khuyn khch nhn vin. y l cch hiu qu nht c th khuyn khch nhn vin hon thin mnh. Cc gii thng cn c cng b lm gng rng ri.

Khng ngng rt kinh nghin t cc sai st: chng ta nn lm tt cng vic ny. V vic rt kinh nghim t cc sai lm s t c nhiu li ch nh: nng cao tnh chuyn nghip, gim bt cc chi ph khng cn thit do sai lm ln tip theo.

Khc phc khng ngng cc im yu. lm c iu ny chng ta cn nhn vo thc t ca doanh nghip, xem xt s nh gi t khch hng, t i th cnh tranh. Sau khi pht hin ra im yu cn lp tc tm hiu nguyn nhn v thnh lp t cng tc tm thi khc phc im yu sao cho hiu qu.

Khng ngng trau di kin thc, nng cao nng lc bn thn. iu ny nhn vin phi nm rt vng t hon thin mnh trong cng vic, s gip doanh nghip tit kim c mt phn chi ph ln trong cng tc o to

* T chc thc hin: thi gian p dng cho cc gii php ny l 6 thng.Ni dung ca gii phpThi gian d kin thc hin (thng)

123456

1Cc phng php o to

2Cc phong tro thi ua

3Trao i kinh nghim

4T trau di kin thc

5Ch cht lng tuyn dng

Bng 3.2 M t thi gian d kin t chc thc hin cc gii php 2

Thi gian d kin thc hin trong 6 thng. Trong 6 thng cc bin php phi c tin hnh thng xuyn, c kim tra v nh gi qu trnh thc hin ca nhn vin kp thi sa sai.

* Li ch t c

Trnh c cc sai st s lm tng s hi lng ca khch hng, t tng doanh thu.

Khi phc v chuyn nghip c th trnh phi lm li, trnh v tit kim chi ph.

To s thng tin trong cng vic i vi nhn vin.

To hnh nh chuyn nghip, uy tn cho c khch sn

3.2.3 Gii php 3: Gii php h tr cho nhn t tin cy trong vic lm tng s hi lng ca du khch.

* Mc tiu:

Khin khch hng tin tng nhn vin, tng hiu qu giao tip. Chng ta s khng th c nh gi l c cht lng phc v cao nu nh khch hng cn cm thy khng an tm vo nhn vin.* Cn c ca gii php:

S tho mn = 0,35 * nng lc phc v + 0,32 * s ng cm + 0,31 * tin cy

Da vo h s theo l thuyt v tnh hnh thc t theo iu tra m chng ta u nhn thy cn phi a ra gii php khc phc. Cc cn c ny khng ngoi cc cn c ra mc cn c cho s ng cm v nng lc phc v.

* Ni dung ca gii php

S lng nhn vin b tr trong ca lm vic tht hp l c th p ng c nhu cu ca du khch trong khong thi gian ngn nht nh ha. Ngi qun l phi thng xuyn gim st nhn vin ca mnh lc nhn vin ang giao tip, phc v khch hng c nhng nh gi kp thi v hu ch. l nhng gim st c bit v phong thi, v v mt, dng iu trong cng vic ca nhn vin. C cc bui hc tm l cho nhn vin. Ni dung cc bui hc xoay quanh vic lm cch no gy c lng tin ca khch hng qua tc phong phc v, qua nt mt, c ch, dng iu Cc bui hc c s hng dn ca cc chuyn gia tm l. Tng cng trao i kinh nghim lm vic gia nh qun l v nhn vin, gia nhn vin vi nhn vin.

Cc nh qun l cn nhn thc r mi quan h gia cc nhn t nh hng ti cht lng. Cht lng s khng c m bo khi c nhn t no cha c lm tt. Khuyn khch khch hng ng gp kin. Ta c th lm c iu ny thng qua bng cu hi, qua tr chuyn trc tip vi khch hng v qua c nhng biu hin trc tip ca khch hng qua nt mt v hnh ng.* T chc thc hin: thi gian p dng cho cc gii php ny l 6 thng.

Ni dung ca gii phpThi gian d kin thc hin (thng)

123456

1Cc bui o to v tm l

2Khuyn khch khch hng ng gp kin

3Trao i kinh nghim

4Gim st nhn vin lm vic

5B tr s lng nhn vin trong ca lm vic hp l

Bng 3.3 M t thi gian d kin t chc thc hin cc gii php 3* Li ch t c

C c hi hiu c v p ng c nhu cu a dng ca du khch.Nng cao s hi lng ca khch hng. To hnh nh chuyn nghip, uy tn cho khch sn.

T to li ch v mt kinh t cho khch sn . Li ch kinh t ca nhn vin cng c m bo. 3.2.4 D on kt qu sau 2 nm thc hin gii php

Theo kin cc chuyn gia trong ngnh du lch, cc gii php h tr cc nhn t nh hng ti cht lng nn c tin hnh 4 ln, mi ln trong 6 thng nh d kin (khong 2 nm). Sau mi ln p dng trong 6 thng nn tng kt nh gi li cng tc thc hin c nhng iu chnh thch hp.

Cc gii php a ra trn c nh gi l c cht lng. Theo d on ca cc chuyn gia thng thng sau 2 nm cc nhn t u c ci tin theo chiu hng tt. Vic ci tin cc nhn t t c hiu qu ph thuc vo nhiu iu kin, m trong cht lng khch sn l yu t phi tm hng u. Thng thng, nhng khch sn c cht lng cao (th hin qua hng sao, c s vt cht, trnh nhn vin ) mi nm c th ci tin c 8- 10 % i vi im s mi nhn t. Cc khch sn cn li s ci tin c khong 5- 7 %/ nm. Nh vy, trung bnh mi nm cc khch sn nu nghim tc thc hin cc gii php ra trn s ci thin c im s i vi mi nhn t l khong 7,5 %. Sau mi nm mc tng s gim dn, khng cn c nh nm trc . V cng tin gn n ch s cng gp nhiu kh khn v cng bi v kh c th c c mt cht lng hon ho tuyt i.

Nh vy theo tnh ton s c bng kt qu sau y:

Nhn t

Thi gianNng lc phc vS ng cm tin cy

Trc thc hin gii php3,103,552,19

Sau 2 nm thc hin gii php3,564,052,52

Bng 3.4 im s cc nhn t sau 2 nm thc hin gii php 1, 2, 3Nh vy sau 2 nm thc hin tt cc gii php, cc khch sn s tng c im s cho cc nhn t. iu ny c ngha l cht lng ang c ci thin. Kt qu trn c minh ho bng s mng nhnSau y l s mng nhn th hin kt qu sau 2 nm thc hin nghim tc cc gii php h tr ra trn:

Hnh 3.1 S mng nhn m t kt qu sau 2 nm thc hin gii php 1, 2, 33.3 xy dng l trnh l trnh ng dng phng php Spss 16.0 v m hnh cht lng dch v servqual trong doanh nghip

Trong ni dung ca chng 2, phn 2.2 v 2.3 cp tng i y v c th v cch ng dng phng php nghin cu s hi lng ca du khch qua 2 cng c: SPSS 16.0 v m hnh cht lng dch v SERVQUAL.

Trong ni dng c bn ca phn ny s khi qut li thnh cc bc chnh v chung cho c 2 cng c nu trn v a ra cc d tnh v nhn lc, thi gian c th thc hin nghin cu hiu qu nht.

Cng vic nghin cu nn c tin hnh theo nhm khong t 3 n 5 thnh vin thun li trong vic ng gp xy dng kin v cng thun li trong vic phn chia cng vic.

Cng vic nghin cu gm 3 bc c bn sau:

Hnh 3.2 Tng hp qui trnh nghin cu3.3.1 Bc I: Chun b nghin cu

Trong ni dung ca bc I: cng vic ch yu l thit k bng cu hi tham kho kin khch hng. Theo qui trnh trnh by mc 2.2, vic thit k mt bn cu hi c cht lng nn c thc hin qua 6 bc c bn.Bc 1: Thit k s b b cu hi iu tra thng k. Vic tho lun trong nhm v i n quyt nh cui cng c th phc tho ra mt bn cu hi ban u nn trong khong 3 ln gp g v trao i.Bc 2: Tham kho kin cc chuyn gia c kinh nghim trong ngnh dch v du lch. Trong bc ny, hiu qu nht l t chc mt cuc gp mt chung gia cc chuyn gia. Khi h cng nhau trao i s c nhiu tng mi ra i. Trong nhm nghin cu s c mt ngi dn chng trnh. cng phi l ngi dn dt cuc hp v thnh thong khuyn khch cc chuyn gia bng cc cu hi nh: Ti sao? Nh th no? Cn kin g khc khng?... Cc thnh vin cn li ca nhm nn ghi chp cuc trao i, ng thi cng nn ng gp kin.Nn tham kho khong 10 n 12 chuyn gia tu theo qui m ca cng vic nghin cu m iu chnh s lng cho ph hp.Nu khng th t chc c mt cuc hp cho cc chuyn gia cng mt lc th cc thnh vin nn t chia nhau i tham kho tng chuyn gia.

Bc 3: Quyt nh ni dung nhn t v cc bin quan st; p dng hang o th hng cho bng cu hi. Tin hnh hp nhm tp hp kin ng gp v a ra quyt nh v ni dung chnh ca bng cu hi gm c th nhng nhn t v cc bin quan st no. Sau , vn dng kin thc v cc loi thang o v p dng cho hp l vo bng cu hi.Bc 4: Hon thnh bng cu hi.Bc 5: iu tra th nghim bng cu hi. Thc cht ca cng vic ny l xin thm kin ng gp t pha khch hng. V bng cu hi ny dnh cho khch hng nn h c th d dng nhn thy nhng iu bt hp l v nhng iu hp l. Nn tham kho kin t 5- 10 khch hng.Bc 6: Hon thnh bng cu hi hon chnh. Thu thp cc kin ng gp t chuyn gia, khch hng, kinh nghim bn thn v a ra ni dung bng cu hi chnh thc. Trn y l 6 bc c bn tin hnh thit k bng cu hi. Trc khi tin hnh cn nm vng cc bc lm, nm vng cc l thuyt v m hnh SERVQUAL cng nh l thuyt v thit k bng cu hi c nhng sng to cho ring mnh.

3.3.2 Bc II: Thc hin qui trnh nghin cuCng vic chnh ca bc II ny l dng bng cu hi c thit k hon chnh tham kho kin khch hng; sau dng kt qu thu thp c t bng cu hi x l qua phn mm SPSS. C 7 bc c bn ng dng chng trnh SPSS mt cch hiu qu. Thc cht ch c 6 bc bi bc th 6 trong qui trnh ny l bc tip ni ca qui trnh xy dng bng cu hi tham kho kin ca khch hng c trnh by trn.Bc 7: Tin hnh phn phi bng tham kho kin khch hng ti tay khch hng. Cch thu c kt qu tt nht l gi ti cc khch sn. V chng ta ch ng chn khch sn. Tuy nhin theo nh phn tch chng 2, y li l cch kh khn.S lng phiu s ch yu t c vic nhm nghin cu t i phng vn du khch ti cc a im tham quan du lch ti H Ni.Bc 8: Thu thp bng cu hi iu tra t khch sn v t tng thnh vin trong nhm.Bc 9: M ho v thng k. y l bc x l th trc khi c x l bng phn mm SPSS. Bn cht ca cng vic m ho l mi ni dung ca bin quan st c m ho bng 1 k hiu no tin cho vic x l thng k v theo di trong qu trnh nghin cu. V vy cch m ho tu theo ngi nghin cu. Trong lun vn l mt v d v cch m ho.Bc 10: S dng phn mm SPSS. Nn c s hng dn t cc chuyn gia tin hc cng nh cc chuyn gia v x l s liu thng k c c kt qu hon chnh v cc phn tch chnh xc.Bc 11: Pht hin cc nhn t nh hng ti cht lng. y l bc h qu ca bc 10.3.3.3 Bc III: X l v a ra khuyn ngh

Bc 12: a ra cc gii php c tnh chn lc cho cc nhn t tm ra bc trc nhm nng cao cht lng dch v, tng hi lng du khch.

Cng vic t tt c cc bc trn hon tt. Kt qu l chng ta tm ra c cc nhn t thc s nh hng n cht lng dch v. Kt qu mang tnh khch quan v y l kin ca chnh khch hng- nhng ngi s dng dch v. Cn c vo s hiu bit ca bn thn, hc hi kinh nghim ca cc chuyn gia v t nhiu ngun ti liu c th a ra cc gii php hu ch.

Trong qu trnh thc hin cn nm chc l thuyt c lin quan v c nhng vn dng sng to linh hot ph hp vi tnh hnh thc tin, qui m v lnh vc cn nghin cu.3.4 Hng dn cc bc c bn s dng phn mm SPSS. [15]Chng trnh SPSS l mt phn mm c tin chBottom of Form cao, c s khng nh ca cc chuyn gia trn th gii. Chnh nh th m phn mm c nng cp lin tc phc v cho mc ch nghin cu. Chng trnh ny c cha trong a CD.

Trc khi s dng c cn tin hnh ci t. Cch ci t tng t nh cc chng trnh khc trong Windows.

Sau khi ci t v khi ng c chng trnh SPSS s thy mn hnh nhp d liu tng t nh Excel nhng ch c 2 sheet. Cn tin hnh nhp d liu theo yu cu ca chng trnh.Trong phn phc lc c hng dn chi tit v cch nhp v cc tin ch ca phn mm SPSS thy c v cc bn quan tm c th nhanh chng ng dng.

Sau khi nhp c d liu s c kt qu tng ng c hin ra trn mn hnh. Tuy nhin khi c c kt qu ny trong tay cha hn l chng ta c th hiu v phn tch c s liu. Bi cng on tip theo l sng lc s liu v nh gi s liu. Cc s liu ny phi p ng c cc h s tiu chun t ra ca vic s dng phn mm. Cng on ny rt cng phu, i hi ngi s dng phi c s hiu bit v kinh nghim s dng phn mm SPSS.Do s hiu bit hn ch ca bn thn nn kt qu phn tch cui cng c trnh by trong kho lun ny c hng dn ca mt chuyn gia v s dng cc cng c thng k, trong c phn mm SPSS. Chnh v l do ny m trong kho lun ch trnh by chi tit v cch s dng phn mm SPSS. T cch s dng c th a ra kt qu. Nhng kho lun khng th a ra cch phn tch x l s liu. y l mt trong nhng hn ch ca kho lun.Trn y ch l nhng ch dn c bn nht ca vic s dng phn mm SPSS. c th s dng n mt cch thnh tho v cho ra cc kt qu nghin cu hiu qu cn c s hng dn t m t pha cc chuyn gia tin hc cng nh cc chuyn gia trong vic x l v nh gi s liu thng k. 3.3. kt lun chng 3Trong nn kinh t hin nay du lch cng ngy cng ng vai tr quan trng m khng ai c th ph nhn. Trong nhng nm tip theo chng ta s cn phi c gng nhiu hn na t nhiu thnh cng nh mong i. nh hng cho pht trin du lch ca nh nc r rng. Bn cnh , nhu cu ca du khch ngy cng ln. Chng ta u nhn thy ci li ch to ln t pha ngnh du lch. Da vo cc nhn t v nguyn nhn dn n cc nhn t m lun vn mnh dn ra mt s gii php ng gp nhm gp phn lm tng s hi lng ca du khch gp phn nh b lm cho du lch nc nh thm vng mnh.

Ni dung ca chng 3 gii quyt c yu cu ca ti t ra: Hng dn s dng phn mm SPSS; Xy dng l trnh ng dng phn mm SPSS v m hnh SERVQUAL; ra cc gii php cho cc nhn t b xem l cn yu km nht.Vn tn ngGii php xut

1) S ng cm

- Th vi vn ca du khch

- S quan tm cha lm du khch hi lng- T chc cc lp nng cao kinh nghim

- Thng xuyn nh gi cht lng nhn vin

2) Nng lc phc v

- Lng tng

- Cha m bo qui trnh- Thng xuyn trao i hc hi.- nh gi nhn vin thng xuyn

3) tin cy

Cha to c nim tin cho du khch Cha bit cch gi nim tinCn c hc hi tm l t chuyn gia v ng nghip.

nhng gii php trn tht s hiu qu cn c s h tr ca ton th cn b nhn vin, ban Gim c, cc ban ngnh c lin quan.Phn kt lun chung ti nghin cu thc hin cc nhim v bao gm: (1) Tm hiu c s l thuyt v dch v du lch v s tho mn ca khch hng trong kinh doanh dch v du lch; (2) p dng m hnh cht lng dch v SERVQUAL, kt hp vi chng trnh x l thng k SPSS xc nh cc nhn t nh hng ti s hi lng ca du khch khi s dng dchv lu tr ti H Ni. Trn c s , tm ra cc nguyn nhn thc s nh hng ti s cha hi lng trong du khch khi s dng dch v lu tr ti H Ni; (3) a ra cc mc tiu, chin lc pht trin du lch Vit Nam trong giai on 2001-2010 nh l mt nhn t thc y cc doanh nghip t i mi khng nh doanh nghip mnh v khng nh thng hiu cho du lch Vit Nam; Nu ra cc cch s dng phn mm SPSS v l trnh ng dng m hnh cht lng dch v SERVQUAL, kt hp vi chng trnh x l thng k SPSS cc nh nghin cu quan tm tin theo di v thc hnh; ra cc gii php cho cc nhn t cn xem l yu km.Li ch ca vic tin hnh nghin cu l quan trng: nng cao cht lng dch v, lm tng s hi lng ca du khch, tng doanh thu, gim chi ph, to hnh nh tch cc cho tnh hnh kinh doanh ca khch sn, to cng n vic lm cho ngi lao ng, tng nng lc cnh tranh cho cc doanh nghip du lch trong thi gian hi nhp.Tc gi hi vng c th t y s c nhn rng m hnh v tr thnh c ch cho cc ban ngnh c nhu cu quan tm.

Nhng u im chnh ca kho lun:

M hnh SERVQUAL v chng trnh SPSS 16.0 l nhng cng c hu dng c cc chuyn gia nhiu nc nghin cu v khng nh. V vy m nu chng ta c th ng dng c chng l chng ta chm c n tri thc ca nhn loi t c th lm giu thm vn hiu bit ca chng ta v a li c nhng li ch thit thc.Kho lun a ra cch s dng phn mm SPSS v l trnh ng dng m hnh cht lng dch v SERVQUAL, kt hp vi chng trnh s dng cng c thng k SPSS cc nh nghin cu quan tm tin theo di v thc hnh. Nu c c quan ban ngnh hay c nhn c quan tm c th d dng tip cn t c nhng sng to cho ring mnh.Bn cnh nhng ng gp v nhng u im , kho lun vn cn gp phi nhng hn ch nh: ti c tnh ng dng cao nhng do thi gian v kinh ph c hn nn ti mi ch dng m hnh n gin ban u. Kt qu cha th em ra s dng ngay c. Thm na, mu s quan st cn hn ch. Nu s lng mu quan st ln hn s cho kt qu mang tnh tng qut cao hn.Bn cnh l s hiu bit cng nh kinh nghim ca bn thn cn hn ch nht nh.Cc gii php vn mang nhiu tnh l thuyt v nng v hnh thc.

ti ch tp trung nghin cu ti H Ni nn cha th nh gi tng qut v cht lng ca ton ngnh du lch.Tc gi rt mong qu thy c v qu v quan tm ti ng gp kin, b sung, gip cho ti gn vi thc tin cuc sng hn.Tc gi xin chn thnh cm n.

------------(----------Danh mc ti liu tham kho[1]. Lut Du lch (2005), Quc hi nc CHXHCNVN.[2] Ngh nh ca Chnh ph v kinh doanh c s lu tr du lch (2000)

[3]. Trn N Ngc Anh (2002): Gio trnh Marketing chin lc cho lnh vc khch sn v du lch.

Ti liu hc tp ca sinh vin khoa du lch, Vin i hc M H Ni.

[4]. TS L Vn Bt (2004): Bi ging Qun l cht lng ton din.

Ti liu hc tp ca sinh vin khoa du lch, Vin i hc M H Ni.

[5]. L Qunh Chi (9/2005): Gio trnh tng quan Du lch. Ti liu hc tp ca sinh vin khoa du lch, Vin i hc M H Ni.

[6]. L Qunh Chi (9/2007): Qun l dch v cht lng v an ton.

Ti liu hc tp ca sinh vin khoa du lch, Vin i hc M H Ni.[7]. Thi H (2006): Thi quyt nh cht lng dch v, Nh Xut Bn Thng Tn.

[8]. Nguyn Th Lan Hng (2007): Bo v cnh quan mi trng. Ti liu hc tp ca sinh vin khoa du lch, Vin i hc M H Ni

[9]. Chu Nguyn Mng Ngc, Hong Trng (2005): Phn tch d liu nghin cu vi SPSS, NXB Thng k.[10]. PGS, TS Nguyn Vn Thanh (12/2006): tp bi pht biu trong Hi ngh Quc t ti Qung Ninh thng 12/2006.[11]. Nguyn Vn Tun (2007): Nghin cu v nh gi s tho mn khch hng trong kinh doanh dch v in nng ti in lc B Ra- Vng Tu.[12] PGS. TS L Thng, PGS. TS Nguyn Minh Tu (2002): Qui hoch du lch quc gia v vng.Ti liu hc tp ca sinh vin khoa du lch, Vin i hc M H Ni.

[13] H Vn Sn v tp th cc tc gi (2004): Gio trnh l thuyt thng k, NXB Thng K.

[14]. Statistic package of social Sciences: a CD SPSS 16.0

[15]. Website:

http://www.anninhthudo.vn/tianyon/Index.aspx?ArticleID=6275&ChannelID=5-http://www.hanoimoi.com.vn/vn/23/-http://www.hanoimoi.com.vn/vn/42/149536/http://giadinh.net.vn/html/site/37fded0c6b5b3aaf40f996ff91e082e9.html?direct=455c6d31e7e5e49f8dea243641ca29f2&column=152&nID=1606&lang=Vn-http://www.spss.com/spss_mac/whats_new_moDules.htm

http://www.vocw.edu.vn/content/m11028/latest/ph lc 1Phiu Tham kho kin khch hng

V cht lng dch v ti cc khch sn ti H Ni

ng/B vui lng tr li bng cch nh du X cho bit mc ng ca ng/B qua cc pht biu sau y vi qui c im s nh sau:

(1) -Hon ton phn i

(2) -Phn i

(3) -Khng c kin g

(4) -ng

(5) -Hon ton ng

Phn 1: Cht lng phc v ca nhn vin ti: Khch sn

Nh hngNi dung12345

Nhn t tin cy

1Nhn vin lun lm ng thi gian khch sn cng b vi khch hng.

2Nhn vin lun ng vi thi gian ha

3Nhn vin lun lm nhng g ha

4Bt khi no bn c vn , bn u c th tm c s tr gip ca bt k nhn vin no

5Thng tin nhn vin cung cp lun chnh xc

6Lc thng, bn vn c th nhn c cu hi thm t chnh ngi qun l cp cao

Nhn t p ng

7Nhn vin lun nhn bn mt cch chm ch khi ang gio tip trc tip.

8Nhn vin cung cp thng tin cn thit trc khi bn hi

9Khch hng c phc v kp thi theo yu cu.

10Bn cha cn ni nhn vin c th on c bn ang mun g

Nhn t nng lc phc v

11Ch cn 1 ln din t l nhn vin hiu ng yu cu ca bn

12Nhn vin phc v bn ng tiu chun cam kt

13Bn hay tip cho nhn vin khi bn hi lng

Ni dung12345

14Mi nhn vin c th giao tip bng ting Anh

c nhn vin giao tip vi bn bng ting bn ng ca bn (khng phi l ting Anh)

15Nhn vin lun mm ci, i li nhanh nhn nhng khng hp tp vi vng

16Bn khng nghe thy ting v, ting va p qu to khi nhn vin lm vic

Nhn t s ng cm

17Nhn vin gi bn bng tn ca bn, nu bn du lch trng ngy sinh bn s nhn c qu v li chc mng

18Nhn vin hi chuyn bn vo cc ln gp hoc lc bn ang ch dch v.

19Bn gp vn bn lun c nghe cu: May I help you?

Nhn t vt cht ca mi trng phc v

20Bn thy n tng tt v ng phc ca nhn vin

21V sinh c nhn ca nhn vin ng tiu chun

Phn 2: nh gi s hi lng chung v: Khch sn

Nh hng22Khng kh khch sn khin bn thy d chu v thch th.

23Kin trc ca khch sn hi ho

24Trang thit b trong khch sn m bo c nhu cu ca bn v trong iu kin hot ng tt.

25Gi c tng xng vi cht lng dch v.

26Tt c cc b phn trong khch sn c s nht qun v cht lng.

27Bn mun quay tr li khch sn nu c c hi

Xin chn thnh cm n s quan tm ca ng/B!Sinh vin thc hin:Dng Thu Ha ch: lp A2k12 khoa Du Lch- Vin i Hc M H NiPh lc 2Danh sch khch mi tham giatho lun bng kin khch hng

STTH v tnChc vn v lm vic

1H Thanh HiPh tng gim cKS Sofitel Metropole

2Nguyn Kim NhungG Spices GardenKS Sofitel Metropole

3Nguyn Vn ThanhPh khoa Du LchVin i Hc M

4Lu c KGBn Thnh

5Trng Nam ThngGOSC

6Phng Quang ThanhGHanoitourist

Ph lc 3

M ho ni dung cc bin quan st ca cc nhn t m hnh serqual

Ni dungM ho

Nhn t tin cy

1Nhn vin lun lm ng thi gian khch sn qui nh trong ni qui lm vic.Rel_1

2Nhn vin lun ng vi thi gian haRel_2

3Nhn vin lun lm nhng g haRel_3

4Bt khi no bn c vn , bn u c th tm c s tr gip ca bt k nhn vin noRel_4

5Thng tin nhn vin cung cp lun chnh xc Rel_5

6Lc thng, bn vn c th nhn c cu hi thm t chnh ngi qun l cp caoRel_6

Nhn t p ng

7Nhn vin lun nhn bn mt cch chm ch khi ang gio tip trc tip.Res_7

8Nhn vin cung cp thng tin cn thit trc khi bn hiRes_8

9Khch hng c phc v kp thi theo yu cu. Res_9

10Bn cha cn ni nhn vin c th on c bn ang mun gRes_10

Nhn t nng lc phc v

11Ch cn 1 ln din t l nhn vin hiu ng yu cu ca bnAss_11

12Nhn vin phc v bn ng tiu chun cam ktAss_12

13Bn hay tip cho nhn vin khi bn hi lngAss_13

Ni dung

14Mi nhn vin c th giao tip bng ting AnhAss_14

c nhn vin giao tip vi bn bng ting bn ng ca bn (khng phi l ting Anh)

15Nhn vin lun mm ci, i li nhanh nhn nhng khng hp tp vi vngAss_15

16Bn khng nghe thy ting v, ting va p qu to khi nhn vin lm vicAss_16

Nhn t s ng cm

17Nhn vin gi bn bng tn ca bn, nu bn du lch trng ngy sinh bn s nhn c qu v li chc mngAss_17

18Nhn vin hi chuyn bn vo cc ln gp hoc lc bn ang ch dch v.Ass_18

19Bn gp vn bn lun c nghe cu: May I help you?Ass_19

Nhn t vt cht ca mi trng phc v

20Bn thy n tng tt v ng phc ca nhn vinTan_20

21V sinh c nhn ca nhn vin ng tiu chunTan_21

22Khng kh khch sn khin bn thy d chu v thch th.Qua_22

23Kin trc ca khch sn hi ho Qua_23

24Trang thit b trong khch sn m bo c nhu cu ca bn v trong iu kin hot ng tt.Qua_24

25Gi c tng xng vi cht lng dch v.Qua_25

26Tt c cc b phn trong khch sn c s nht qun v cht lng.Qua_26

27Bn mun quay tr li khch sn nu c c hiQua_27

Ph lc 4Mt s thng tin v s dng phn mm spssSPSS (Statistics Package for Social Sciences) l phn mm x l thng k dng trong cc ngnh khoa hc x hi, c pht trin da trn phn mm ca Apache Software Foundation.y l phn mm chuyn dng, do vy m vic s dng cng i hi s chuyn nghip. Phi mua v ci t chng trnh, khai bo bin. Thch hp cho x l cc bin nh tnh.

* Khi ng SPSS tng t cc chng trnh trong windows,

Programs\SPSS for Windows\ SPSS for Windows

Sau khi khi ng s thy mn hnh nhp d liu tng t nh Excel nhng ch c 2 sheet (data view v variable view).

* Trc khi tin hnh phn tch cn nhp d liu, c 3 cch:

M data file c (*.sav).

c t bng tnh (*.xls), t CSDL(*.mdb), t Text file (*.txt).

Nhp trc tip.

Trc khi nhp cn xc nh cc trng d liu nh cc CSDL, vo variable view khai bo, c sn cc trng (name, type, width, decimals, label, values, missing, columns, align(left, right, center), measure (scaler- s m- thang o nh lng, ordinal- thang o th bc, nominal-thang o danh ngha, vng, khu vc)) ty yu cu khai bo cho ph hp. Sau khi khai bo, nhp tng t Excel.

* Tutorial

Cha trong Help, hng dn y cc bc s dng SPSS vi b d liu demo. bit ni dung chi tit ca cc tham s trong mi ty chn, nhn help

* Mt s phn tch thng k thng dng ca SPSS

Analyze\ Descriptive Statistics\...

Frequencies... (tn sut)

y l cng c thng c dng tm lc thng tin v phm vi v cp ca bin ti 1 thi im; dng tm lc thng tin v chun ha v phm vi ca bin

Dng Frequencies c th l mt la chn tm tt phm vi bin; cung cp thng k tm tt cp ca bin

Descriptives: tp trung vo phm vi ca bin v cung cp vic lu gi gi tr chun ha (z scores) ca bin.

Crosstabs: cho php c c thng tin tm tt v mi lin h gia 2 bin.

Means: cung cp thng k m t v bng ANOVA nghin cu mi lin h gia phm vi v cp ca cc bin.

Summarize: cung cp thng k m t v thng tin tm tt ca s kin nghin cu mi lin h gia phm vi v cp ca cc bin.

OLAP cubes: cung cp thng k m t nghin cu mi lin h gia phm vi v cp ca cc bin.

Correlations: cung cp m t tm tt mi lin h gia phm vi 2 bin

Khi thc hin phn tch, nu d liu cha c m, SPSS yu cu m, chn CSDLcn phn tch,

Hnh1

Phn tch tn xut: chn cc bin cn phn tch chuyn vo Variable.

Hnh2

Statistics...

Hnh3

Hnh4

Chn cc tham s thng k ty yu cu, bng cch nh du vo chn.

gm 4 nhm:

+ Gi tr phn v (im t phn v, im ct chia khong, phn v );

+ phn tn ( lch chun, phng sai, khong bin thin, max, min);

+ Xu hng trung tm (k vng, trung v, mod, tng);

+ S phn b ( nghing (h s bt i xng), nhn). Continue

Chart\ Chn th th hin (dng, gi tr th hin). Continue

Format\ nh dng bo co (sp xp d liu, nhiu bin).

Continue, OK.

Descriptives...(thng k m t)

Hnh5

Hnh6

Chn cc bin v tham s trong option tng t nh phn trn.

Explore (kho st, thm d): thng dng trong c lng khong tin cy ca k vng, nhn bit cc d liu ngoi nhm; kim tra gi thuyt; c im khc bit trong nhm cc bin c. Chn cc bin vo danh sch ph hp (bng ph thuc, bng nhn t, nhn trng hp).

Hnh7

Trong thng k chn (khong tin cy (%), c lng Mean, gi tr ngoi l, phn v).

Hnh8

Hnh9

Trong biu chn (biu khi, m t, biu kim nh). Tu chn bo co.

Crosstabs (bng tra cho): l k thut c bn nghin cu mi lin h gia hai cp ca bin. Thng dng kim tra s c lp v o lng v s lin h v chp thun ca cc d liu.

Chn dng, ct.

Hnh10

Exact: Kim nh ng(tim cn, mc tin cy Monte Carlo (99%), ng - thi gian kim nh).

Thng k gm nhiu tham s thng thng t dng.

- Ratio: t l. Chn t s v mu s t cc bin. Thng t dng.

Analyze\ Compare Means\...

-Mean\ chn cc bin ph thuc v c lp .

Hnh11

Trong option chn cc tham s thng k theo yu cu, continue\OK . 3 dng t-Test.

Hnh12

Hnh13

Hnh14

Hnh15

Ty yu cu chn bin thch hp chuyn vo test variable, chn option v OK.

Phn tch phng sai (ANOVA)

Hnh16

Chn contrast (i chiu), dng a thc, h s tng quan, continue .

Post hoc: chn vi gi thit cng (hoc khc) phng sai, continue.. (H17)

- LSD (Least Significant Difference): dng kim nh t thc hin tt c cc so snh cp gia cc trung bnh nhm, tng ng vi vic thc hin tt c cc kim nh bi t gia cc cp nhm. Khng c iu chnh t l sai s khi so snh bi.

- Bonferroni: loi kim nh LSD ci tin, c s kim tra tt c cc t l sai s bng cch cho trc sai s t l cho mi kim nh.

- Sidak: kim nh so snh nhiu cp, s dng t statistic, gii hn cht hn so vi Bonferroni.

- Scheffe: so snh cp cng lc cho tt c cc kt hp theo cp c th c ca cc tr trung bnh. Dng thng k mu F. km nhy trong so snh trung bnh ca cc cp bin.

- R-E-G-W F (Ryan-Einot-Gabriel-Welsch): th tc gim p dng F test.

-R-E-G-W Q (Ryan-Einot-Gabriel-Welsch) th tc gim p dng Studentized range.

- S-N-K (Student-Newman-Keuls): thc hin tt c cc so snh cp gia cc trung bnh. Nu c mu bng nhau hoc trung bnh cc nhm c chn th so snh cp trung bnh trong ni b cc nhm cng loi. Tr trung bnh c xp gim dn, cc sai khc ln s c kim nh trc.

-Tukey( Tukey's honestly Significant Difference): dng Studentized range statistic tin hnh cc so snh cp gia cc nhm. Thit lp cc t l sai s th nghim cho vic tp hp cc so snh cp.

- Tukey's b: th tc thay th ca Tukey, gi tr ti u l trung bnh ca gi tr thch hp cho kim nh Tukey v kim nh S-N-K.

- Duncan: to cc so snh cp tng t S-N-K, thit lp mc bo v cho t l sai s ca kim nh la chn. Dng Studentized range statistic.

- Hochberg's GT2: sa snh bi tng t.

- Gabriel: kim nh so snh cp dng Studentized modulus tng qut hn Hochberg's GT2 khi kch thc mu khc nhau.- Waller-Duncan: kim nh so snh bi dng t statistic; s dng c lng Bayes.

- Dunnett: kim nh t so snh nhiu cp.

- Tamhane's T2: kim nh so snh cp thn trng dng t test.

- Dunnett's T3: kim nh so snh cp dng Studentized modulus

- Games-Howell: kim nh so snh cp y .

- Dunnett's C: kim nh so snh cp dng Studentized range.

Option: chn cc tham s thng k, continue .

Hnh18

Analyze\ nonparametric tests\...

Cc kim nh phi tham s .Chi -Square...

Hnh19

Hnh20

Hnh21

Kim nh php tuyn (binominal test) tng t Chi-Square.Nhu cu ct li

Nhu cu c tho mn bi du lch

Khong cch 4

Khong cch 1

Khong cch 2

Khong cch 3

Khong cch 5

Cung ng

Khch hng

Thng tin bn ngoi n khch hng

Nhn thc ca qun l v cc mong i ca khch hng

Bin nhn thc thnh cc thng s

B5

B4

B3

Cung ng dch v

Dch v c hng

Dch v mong i

Qung co khuyn trng

Nhu cu ca c nhn

Thng tin truyn ming

Kinh nghim khch hng tri qua

B22

B1

S tho mn

Phng tin hu hnh

S ng cm

Nng lc phc v

p ng

tin cy

C s l thuyt

thang do SERVQUAL

nh gi thang o lng s tho mn khch hng trong kinh doanh dch v (thc hin 4 bc).

Xc nh cc nhn t nh hng n s tho mn khch hng trong kinh doanh dch v

(s dng phn mm thc hin 4 bc)

Phn tch thc trng s tho mn khch hng trong kinh doanh dch v

xut gii php nng cao s tho mn khch hng trong kinh doanh dch v

Kt lun v khuyn ngh

Chnh sa lun vn

Hon thnh bng hi hon chnh

iu tra th nghim bng hi

Hon thnh bc 1 v bng tham kho kin khch hng

Cc n v khch sn c chn

p dng thang o th hng

Xc nh ni dung nhn t v cc bin quan st

Pht hin cc nhn t nh hng ti cht lng dch v trong khch sn

S dng chng trnh phn mm S