B GIO DC V O TO

TRNG I HC HOA SEN

KHOA KINH T THNG MI

BO CO MN
NGHIN CU MARKETING
ti: Nghin cu mc hi lng ca khch

hng ti ca hng thc n nhanh BURGER

KING L Vn S
Ging vin hng dn: Trn Th t
Nhm thc hin:
H tn

MSSV

Tn N Hong Quyn

2001975

Trng Hong Nam

2002047

Nguyn Th Ngc Cm

2000217

Nguyn Cao Ngc Mai

2000743

L Th Thanh Thy

2000586

Trn Th Trng An

2001972

B GIO DC V O TO
TRNG I HC HOA SEN
KHOA KINH T THNG MI

BO CO MN
NGHIN CU MARKETING
ti: Nghin cu mc hi lng ca khch
hng ti ca hng thc n nhanh BURGER
KING L Vn S
Ging vin hng dn: Trn Th t
Nhm thc hin:
H tn

MSSV

Tn N Hong Quyn

2001975

Trng Hong Nam

2002047

Nguyn Th Ngc Cm

2000217

Nguyn Cao Ngc Mai

2000743

L Th Thanh Thy

2000586

Trn Th Trng An

2001972

TRCH YU

Cng vi s pht trin ca thng hiu BurgerKing trn th gii, chui cc

ca hng ti Vit Nam cng ngy cng pht trin, c bit ti Thnh ph H Ch
Minh. Vi mc ch nhn bit c mc hi lng, tha mn ca khch hng khi
n cc ca hng BurgerKing ti Thnh ph H Ch Minh, chng ti tm hiu v
hnh thnh nn ti Nghin cu mc hi lng ca khch hng v dch v ti
ca hng BURGER KING. Bng cc phng php nghin cu nh nghin cu m
t, thu thp cc thng tin s cp, thng tin th cp, phn tch cc d liu nh tnh,
nh lng, cc phng php lun hnh thnh c s nghin cu. Thng qua ,
chng ti s c ci nhn tng quan v nhu cu, mong mun ca khch hng, hiu c
mc hi lng ca khch hng, kh nng p ng ca ca hng v dch v. T
rt ra c nhng nhn xt, nh gi nhm b sung, hon thin v nng cao cht
lng dch v ti ca hng.

MC LC

TRCH YU .................................................................................................................... i
MC LC ...................................................................................................................... ii
LI CM N................................................................................................................ iv
DANH MC HNH NH .............................................................................................. v
DANH MC BNG ..................................................................................................... vi
NHP ....................................................................................................................... 9
1.

Gii thiu ............................................................................................................ 10

1.1.

Gii thiu thng hiu BURGER KING ........................................................ 10

1.2.

L do hnh thnh ti .................................................................................... 11

1.3.

Mc tiu nghin cu ....................................................................................... 11

1.3.1. Mc tiu chung ............................................................................................ 11

1.3.2. Mc tiu c th ............................................................................................ 12
1.4.

Phm vi v i tng nghin cu ................................................................... 12

1.5.

ngha nghin cu ......................................................................................... 12

Tng quan ti liu v gi thit nghin cu ......................................................... 13

2.
2.1.

Mt s nh ngha ........................................................................................... 13

2.2.

C s l thuyt ................................................................................................. 14

2.3.

Phng php nghin cu ................................................................................ 15

2.4.

Cc gi thuyt ................................................................................................. 16
Phng php lun nghin cu ............................................................................ 17

3.
3.1.

Phng php nghin cu ................................................................................ 17

3.2.

Thit k nghin cu ........................................................................................ 17

3.2.1. Thng tin th cp ......................................................................................... 17

3.2.2. Nghin cu s b ......................................................................................... 17
3.2.3. Nghin cu chnh thc .................................................................................... 18
3.2.4. Thit k bng cu hi .................................................................................. 19
4.
4.1.

Phn tch d liu ................................................................................................. 22

S lng mu kho st .................................................................................... 22
ii

4.2.

Thng k m t v phn tch tng quan .................................................... 22

4.2.1. Thng k m t ............................................................................................ 22

4.2.2. Phn tch tng quan ................................................................................... 29
4.3.

Phn tch nhn t ............................................................................................. 39

4.3.1. Yu cu khi phn tch nhn t ..................................................................... 39

4.3.2. Tin hnh phn tch v kt qu .................................................................... 40
4.4.

Cc gi thuyt cho m hnh chnh thc .......................................................... 42

4.5.

Phn tch hi quy ............................................................................................ 42

4.5.1. ph hp ca m hnh hi quy tuyn tnh ............................................... 42

4.5.2. Kim nh ph hp ca m hnh ............................................................ 43
4.5.3. Gii thch phng trnh v kim nh gi thit ........................................... 43
5.Kt lun...................................................................................................................... 44
5.1.

Kt qu nghin cu: ........................................................................................ 44

5.2.

xut: ........................................................................................................... 45

TI LIU THAM KHO ............................................................................................ vii

NHN XT CA GING VIN ...............................................................................viii
PH LC ...................................................................................................................... ix

iii

LI CM N
u tin, chng ti xin gi li cm n n Trng i hc Hoa Sen, Khoa
Kinh t Thng mi to iu kin cho chng ti c c hi tip xc v hc tp mn
hc rt b ch, gip chng ti c nhng kin thc cn thit.ng thi, xin cm n
Ban gim hiu to mi iu kin, cung cp c s vt cht tt nht, gip chng ti
hon thnh bi bo co ny.
Chng ti xin chn thnh cm n cc Thy C nhit tnh ging dy, cung
cp cc kin thc trong sut thi gian qua. c bit, chng ti xin gi li cm n su
sc nht n C Trn Th t, ngi trc tip ging dyv nhit tnh hng dn chng
ti hon thnh tt ti nghin cu ny.
Mc d cn gp nhiu kh khn trong lc thc hin, nhng cc thnh vin
trong nhm c gng ht sc hon thnh tt nhm v c giao, hon thnh n
mt cch xut sc nht. Tuy nhin cng khng th trnh khi nhng thiu st, rt
mong C tn tnh hng dn, gp nhm thc hin tt hn.
Chn thnh cm n!

iv

DANH MC HNH NH
Hnh 4: Thang o SERVPERE ..................................................................................... 15
Hnh 5: Biu th hin t l gii tnh ca mu kho st 11/2013 .............................. 23
Hnh 6: Biu th hin t l tui ca mu kho st 11/2013 ..................................... 24
Hnh 7: Biu th hin t l ngh nghip ca mu kho st 11/2013 ........................ 26

DANH MC BNG
Bng
Bng
Bng
Bng
Bng
Bng
Bng
Bng
Bng
Bng
Bng
Bng
Bng
Bng
Bng
Bng
Bng
Bng
Bng
Bng
Bng
Bng
Bng
Bng
Bng
Bng
Bng
Bng
Bng
Bng

1: Tn sut v tn s v gii tnh ca mu kho st........................................... 22

2: Tn s v tn sut tui ca mu kho st ....................................................... 23
3: Tn s v tn sut ngh nghip ca mu kho st ......................................... 25
4: Bng thng k kt qu kho st cc yu t .................................................... 27
5: Bng thng k hi lng ca mu kho st ................................................ 28
6: H s tng quan ca cc bin tin cy........................................................... 29
7: H s Cronbach's Alpha
ca cc bin tin cy ......................................... 30
8: Thng k gi tr trung bnh ca cc bin tin cy ............................................ 30
9: H s tng quan ca cc bin p ng ........................................................ 31
10: H s Cronbach's Alpha ca bin p ng .................................................. 31
11: Thng k gi tr trung bnh ca cc bin p ng........................................ 32
12: H s tng quan ca cc bin m bo ...................................................... 32
13: H s Cronbach's Alpha ca bin m bo.................................................. 33
14: Thng k gi tr trung bnh ca cc bin m bo ...................................... 33
15: H s tng quan ca cc bin ng cm.................................................... 34
16: H s Cronbach's Alpha ca cc bin ng cm .................................... 35
17: Thng k gi tr trung bnh ca cc bin ng cm ..................................... 35
18: H s tng quan mi ca cc bin ng cm ............................................ 35
19: H s tng quan ca cc bin hu hnh ..................................................... 36
20: H s Cronbach's Alpha ca cc bin hu hnh..................................... 37
21: Thng k gi tr trung bnh ca cc bin hu hnh ...................................... 37
22: H s tng quan ca cc bin hi lng .................................................. 38
23: H s Cronbach's Alpha ca cc bin hi lng ............................................ 38
24: Thng k gi tr trung bnh ca cc bin hi lng ....................................... 39
25: Kim nh h s KMO v Bartletts ca 24 bin c lp ........................... 40
26: H s Eigenvalue v phn trm tng phng sai trch tch ly ................... 40
27: Xoay nhn t theo phng php Varimax i vi 21 bin c lp ............. 41
28: ph hp ca m hnh hi quy tuyn tnh ............................................... 42
29: ph hp ca m hnh .............................................................................. 43
30: H s Beta ca cc yu t ............................................................................ 43

vi

NHP
Trong nhng nm gn y, Vit Nam l mt trong nhng nc c nn kinh t
ang dn pht trin, i sng ca ngi dn ngy cng c nng cao. Cng vi chnh
sch m ca, hi nhp vi th gii, c th ni, nn kinh t Vit Nam ang c a
ln tm cao mi. Chnh s i ln kh quan , th trng Vit Nam ngy cng tr nn
si ng, cc thng hiu quc t xm nhp vo th trng y tim nng ny ngy
cng nhiu . Trong s , c th ni n thng hiu BURGER KING-chui ca hng
bn thc n nhanh ni ting ca M, v ang pht trin mnh m ti Vit Nam.
Bn cnh nhng tm huyt v s n lc c gng mang n hng v tuyt vi nht
c th hin trong tng mn n, th vic thu ht , gi chn khch hng cn th hin
cht lng dch v. Trong phm vi bi bo co ny, chng ti s nghin cu vMc
hi lng ca khch hng v cc dch v ti ca hng BURGER KING. T ,
gip chng ti nh gi c thi v mc tha mn ca khch hng, nhm xc
nh v hnh thnh cc c s cho vic xy dng, hon thin v nng cao cht lng
dch v.
Trong qu trnh nghin cu, chng ti t ra cc mc tiu sau:
-

Mc tiu 1: Bit c s b v nh gi ca khch hng v cht lng dch v

thng qua thng tin thu thp c.

Mc tiu 2: p dng cc kin thc v nghin cu Marketing phn tch, xem

xt v mc hi lng ca khch hng v dch v trn c s d liu thu
thp c.

Mc tiu 3: T nhng kt qu t c, chng ti a ra nhng nhn xt,

nh gi v xut v cht lng dch v ca hng.

1. Gii thiu
1.1. Gii thiu thng hiu BURGER KING
Trong nhng nm gn y, t l tng trng ngnh thc n nhanh Vit Nam tip tc
l s liu hp dn vi cc tp on fast-food a quc gia trn th gii.Nm 2011, bt
kp vi xu th x hi, BURGER KING m rng sang th trng Vit Nam thng
qua vic nhng quyn thng hiu vi i tc l Cng ty TNHH DV Thc phm v
Gii kht Cnh Diu Xanh (BKV), thnh vin ca Tp on Imex Pan Pacific (IPP).
Trong sut qu trnh xy dng v pht trin thng hiu gn 60 nm qua ca
BURGER KING (1954-2013), Cng ty TNHH DV Thc phm v Gii kht Cnh
Diu Xanh tng bc khng nh nng lc v v tr ca mnh i vi khch hng
Vit.
BURGER KING chnh thc c mt ti Tp.HCM vi ca hng c nhng quyn
u tin trn ng Phm Hng Thi (qun 1), v sau l mt chui ca hng khc
qun 3, qun 10, qun Ph Nhun m rng n Nng v H Ni. Tp on
IPP l ch u t ca hng chc d n thuc nhiu lnh vc thng mi, cung cp dch
v thc phm v gii kht, khch sn, du lch, ca hng min thu ti cc sn bay
quc t ti Vit Nam v 4 quc gia ng Nam ,vi nhiu kinh nghim Tng Gim
c Cng ty L Hng Thy Tin - Tng gim c BKV (cng l Tng gim c Tp
on IPP) cho bit -Theo k hoch BURGER KINGs m rng chui nh hng u
t v pht trin mi thng 3-4 ca hng, nhm phc v n khch hng nhng mn
n cht lng cao, hng v tuyt ho v gi c phi chng. Cho n nay, BURGER
KING c tng cng 18 ca hng ti Vit Nam (13 ca hng trong thnh ph v 5
ca hng ti sn bay)
Hin ti BURGER KINGl tp on sn xut n nhanh hamburger ln th hai th
gii vi tng doanh s 8,4 t USD nm 2011 vi cc sn phm nh: hamburgers, g,
khoai ty chin, nc gii kht, sa lc, salad, mn trng ming, ba n sng...
Mi ngy, c hn 11 triu thc khch n vi cc nh hng BURGER KING trn
khp th gii vi th trng ng Nam , trong c Vit Nam, BURGER
KINGang c k hoch pht trin thng hiu, mang n mt hng v fast-food
10

chuyn bit dnh cho ngi Vit.BURGER KING vt qua s cnh tranh khc lit
ca th trng thc n nhanh v xy dng thnh cng mt thng hiu ln mnh nh
hin nay, tt c u c thc hin qua chin lc nhng quyn thng hiu mnh
m. Song song , chnh s phc v loi bnh burger ngon nht trn th gii, cng s
nh gi cao ca khch hng, BURGER KINGd dng ng vng trn th trng v
khng ngng nng tm v th.
1.2. L do hnh thnh ti
T sau khi Vit Nam gia nhp WTO, th Vit Nam c coi nh mt mnh t
mu m , y tim nng i vi cc doanh nghip nc ngoi u t vo. C th
thy, th trng ca cc thng hiu thc n nhanh l ni tri hn c, bi nh l
sn chi ring ca cc doanh nghip nc ngoi song khng v vy m km phn si
ni do th trng ny kh mi m v nhn c nhiu phn hi tch cc ca ngi
tiu dng nn cc cng ty cnh tranh ht sc khc lit.Cng ty no cng c mt tim
lc mnh m,mt thng hiu c ting t trc do mi thng hiu khi vo th
trng Vit Nam th lun gy c s t m, mong i ,in hnh nh cc thng
hiu : KFC, Jolibee, Lotteria , Pizza Hut, m gn y nht l s c mt ca
BURGER KING khin th trng thc n nhanh nng nay cng nng hn.
D ch l ngi n sau nhng vi kinh nghim nhiu nm trong ngnh, BURGER
KING hiu rt r nhng c hi v thch thc m mnh c th gp phi nh l vn ha,
khu v, tm l khch hng ca ngi dn Vit Nam,do thng qua bi nghin
cu Mc hi lng v dch v ca ca hng thc n nhanh BURGER KING
chng ti mong mun mang n cho BURGER KING ci nhn r rng, chi tit v th
trng Vit Nam t s gip h c c nhng nh hng pht trin ng n
trong thi gian sp ti.Hn na, BURGER KING s c thm thng tin, c s d liu
nhm lm tng tnh cnh tranh ca thng hiu mnh so vi cc i th khc.
1.3. Mc tiu nghin cu
1.3.1. Mc tiu chung
Kho st mc hi lng v dch v ca khch hng khi tri nghim cc dch
v ti ca hng BURGER KING, s tng tc nh hng ca cc yu t trong
11

dch v c nh hng n mc hi lng ca khch hng hay khng v ra

mt s gii php khc phc v nng cao cht lng dch v ca ca hng
BURGER KING nhm tho mn nhu cu ca khch hng.
1.3.2. Mc tiu c th
-

Xc nh cc yu t nh hng mc hi lng ca khch hng ti ca hng

BURGER KING
-

Xc nh mc tin cy ca khch hng sau khi s dng cc dch v ca

hng BURGER KING

-

Xc nh cc yu t hu hnh ca nh hng nh trang thit b, c s vt cht

c p ng s tho mn ca khch hng hay cha.

-

Xc nh mc tin cy ca khch hng sau khi s dng cc sn phm ti

ca hng.
-

Xc nh khch hng mong i g sn phm v dch v trong tng lai.

1.4. Phm vi v i tng nghin cu

Phm vi nghin cu: Cc qun ni thnh ti thnh ph H Ch Minh : Qun 1,

3, 5, 7, 10, Tn Bnh, Ph Nhun.

i tng nghin cu:

Khch hng tng s dng bt k dch v no ti BURGER KING

tui t 15-35 tui

Ngh nghip: hc sinh, sinh vin, nhn vin vn phng, ni tr ,

1.5. ngha nghin cu

Thng qua bi nghin cu, chng ti mong mun tm ra nhng yu t nh hng
n mc hi lng v dch v ca khch hng thng qua cc s liu, thng s, biu
, t gip BURGER KING hnh thnh nhng gii php i mi, ci thin cng
nh l nhng nh gi ng n v cc dch v hin ti ca mnh ph hp vi
ngi tiu dng Vit Nam hay cha? T lm c s cho vic pht trin nhng sn
phm, dch v mi ph hp vi nh hng pht trin ca cng ty, gip cng ty c th
ngy mt m rng th phn ca mnh trong th trng cnh tranh gay gt nh hin
nay.
12

2. Tng quan ti liu v gi thit nghin cu

2.1. Mt s nh ngha
S hi lng
S hi lng ca khch hng l mt trong nhng nn tng trong khi nim v vic
tha mn nhu cu v mong c ca khch hng(Spreng, MacKenzie & Olshavsky,
1996).
S hi lng ca khch hng 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 c s tha mn s c c lng trung
thnh v tip tc mua v s dng sn phm ca cng ty.
Mc hi lng ca khch hng ty thuc vo hiu qu hay li ch ca sn phm
dch v mang li so vi nhng g m h ang k vng. Khch hng c th c nhng
cp hi lng khc nhau. Nu gi tr sn phm dch v mang li thp hn so vi k
vng, khch hng s khng t c s tha mn (bt mn) v ngc li. (Trch t
Lun vn thc s- Duy Nht).
S hi lng ca khch hng c th gip doanh nghip t c li th cnh
tranh ng k. Doanh nghip hiu c cm gic khch hng nh th no sau khi mua
sn phm hay dch v v c th l liu rng 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 ming t gia nh, bn b v ng
nghip v thng tin c c thng qua cc hot ng Marketing nh qung co hoc
quan h cng chng. Nu mong i ca khch hng khng c p ng h s khng
hi lng v c th h s k cho ngi khc nghe v iu .Theo nghin cu khch
hng cho thy rng, trung bnh khch hng gp s c s k li cho 9 ngi khc nghe
v s c ny v ch 4% khch hng khng hi long s phn nn. ( Theo bi vit Vn
ha dch v khch hng - Nn tng ca thnh cng dch t Customer service
manager ng ngy 7/9/2006 trn website http://www.crmvietnam.com)
Mc hi lng ca khch hng cao em li nhiu li ch bao gm:

13

o Lng trung thnh

o Tip tc mua thm sn phm
o Gii thiu cho ngi khc: gii thiu cho gia nh, bn b, mi ngi xung
quanh
o Duy tr s la chn
o Gim chi ph: mt khch hng c mc hi lng cao tn t chi ph phc
v hn l khch hng mi.
o Gi cao hn: mt khch hng c mc hi lng cao th sn sng tr nhiu
hn cho sn phm hay dch v .
S tha mn ca khch hng
Theo Kotler (2004): s tha mn l mc ca trng thi cm gic ca mt ngi bt
ngun t vic so snh kt qu thu c t sn phm (hay sn lng) vi nhng k
vng ca ngi .
V s tha mn ca khch hng chnh l trng thi cm nhn ca mt ngi qua vic
tiu dng sn phm v mc li ch m mt sn phm thc t em li so vi nhng
g ngi k vng.
Nh vy, nh gi mc tha mn ca khch hng v mt sn phm, ngi ta
em so snh kt qu thu c t sn phm vi nhng k vng ca ngi .
Khch hng c th c cm nhn mt trong ba mc tha mn sau:
+ Nu kt qu thc hin km hn so vi k vng th khch hng skhng hi
lng.
+ Nu kt qu thc hin tng xng vi k vng th khch hng s hi lng.
+ Nu kt qu thc t vt qu s mong i th khch hng rt hi lng, vui
sng v thch th.(Philip Kotler, 2004)
2.2. C s l thuyt
M hnh SERVPERE
Thang o SERVPERE l mt trong nhng cng c ch yu trong Marketing
Dch V dung nh gi cht lng dch v. Nm 1992, Cronin v Taylor xut
thang o SERVPERE da trn thang o SERVQUAL. Theo h, mc cm nhn ca
14

khch hng i vi cht lng dch v ca doanh nghip phn nh tt nht chat lng
dch v ca doanh nghip ch khng phi da vo k vng v nhn thc ca khch
hng.
Thang o SERVPERE o lng s cm nhn v dch v thng qua 5 thnh phn
cht lng dch v sau:
-

Tin cy (reliability): th hin kh nng thc hin dch v chnh xc v ng

vi nhng g ha hn.

p ng (responsiveness): th hin s sn lng ca nhn vin phc v nhm

cung cp dch v kp thi cho khch hng.

m bo (assurance): th hin nhng phm cht ca nhn vin nh trnh

chuyn mn, cung cch phc v, thi lch s, knh trng khch hng, kh
nng giao tip tt,... T cc yu t trn s to dng lng tin cho khch hng.

ng cm (empathy): th hin phong cch d gn, s quan tm chm sc ca

nhn vin n tng c nhn khch hng, to cm gic yn tm cho khch hng.

Phng tin hu hnh (tangibles): th hin qua c s vt cht, ngoi hnh,

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

Phng
tin
hu
hnh

Tin cy

p
ng

S hi lng
ca khch
hng

ng
cm

m
bo

Hnh 1: Thang o SERVPERE

2.3. Phng php nghin cu
u tin chng ti chn thang o SERVPERE lm nn tng nghin cu. Bi v
m hnh l thuyt ny gip chng ta hiu r hn mi quan h gia cc yu t nh gi
15

v mc hi lng ca khch hng i vi cht lng dch v ca doanh nghip; s

lng cu hi kho st t hn, lm gim s nhm chn v di dng so vi m hnh
SERVQUAL (khong cch gia k vng v nhn thc ca khch hng i vi cht
lng dch v ca doanh nghip).
Trn thc t th k vng ca khch hng khng c gii hn, nhng kh nng chi tr
ca h li chu nhiu yu t lm gii hn li. V th khi s dng thang o SERVPERE
thc hin nghin cu th s lm gim nh hng xu ti cht lng d liu thu
thp, tin cy tng cao v s n nh cho cc bin quan st. Tng t i vi m
hnh CSI, m hnh SERVPERE a ra bng kho st i vo chiu su ca vn v
c chnh xc cao hn. Thang do SERVPERE tuy mang tnh cht c bn nhng kt
qu mang tnh chnh xc cao hn, v n nh vo cc yu t m khch hng c th
phn bit, nh gi d dng trong khi mc cm nhn ca thang o SERVQUAL
vn l mt khi nim phc tp v m h i vi ngi nghin cu cng nh ngi tr
li.
2.4. Cc gi thuyt
H1: tin cy tng quan vi s hi lng
Cm nhn ca khch hng v cht lng dch v ti ca hng BURGER KING,vi
cam kt cng cao v cht lng dch v th s tha mn v hi lng ca h i vi
dch v ti ca hng cng cao.
H2: S p ng tng quan vi s hi lng
Cm nhn ca khch hng v s cung cp dch v nhanh chng, p ng c nhu
cu, s sn sng gip khch hng cng cao th s tha mn v hi lng ca h
i vi dch v ti ca hng BURGER KING cng cao.
H3: S m bo tng quan vi s hi lng
Cm nhn ca khch hng v mc an ton khi s dng sn phm v dch v ti ca
hng BURGER KING; cc vn ca khch hng lun c nhn vin gii p, thc
hin cng cao th s tha mn v hi lng ca h i vi cc dch v ti ca hng
cng cao.

16

H4: S ng cm tng quan vi s hi lng

Cm nhn ca khch hng v thi phc v, s quan tm ca nhn vin n khch
hng hng th s tha mn v hi lng ca h i vi dch v ti ca hng
BURGER KING cng cao.
H5: Phng tin hu hnh tng quan vi s hi lng
Cm nhn ca khch hng v cht lng cc c s vt cht hu hnh ti ca hng cng
cao th s tha mn v hi lng ca h i vi dch v ti ca hng cng cao.

3. Phng php lun nghin cu

3.1. Phng php nghin cu
i vi bi nghin cu ny, chng ti dng phng php thng k m t vi cc bng
thng k, biu th hin c mc nh hng ca cc yu t lin quan.Bn
cnh , chng ti s dng phn mm SPSS phn tch mi tng quan gia cc
bin.
3.2. Thit k nghin cu
3.2.1. Thng tin th cp
ti thu thp thng tin th cp t cc bi lun vn, bo co nghin cu v mc
hi lng ca khch hng i vi mt sn phm hoc ch vu. Bn cnh l cc
bi bo nh gi tnh hnh pht trin ca Burger King trn cc bo in t.
3.2.2. Nghin cu s b
i vi phn nghin cu s b ny, chng ti chn nghin cu theo hng nh
tnh thng qua vic phng vn mt s khch hng tng tri nghim dch v n ung
ti cc ca hng BURGER KING Vit Nam. Nghin cu ny nhm tip cn, khm
ph, iu chnh v b sung cc bin quan st c dng o lng cc khi nim
nghin cu cho bng cu hi kho st. hon thnh tt bc ny, chng ti
nghin cu trc cc ti liu v hnh vi ngi tiu dng, t tm cch m t v phn
tch cc c im vn ho v hnh vi ca khch hng ti ni tin hnh nghin cu. Sau
qu trnh tm hiu, chng ti c c bn cu hi kho st s lc v bt u kho

17

st s b vi s lng mu l 30 ngi c chn phi xc sut theo phng php

chn mu thun tin.
Mc tiu nghin cu s b: Nghin cu ny nhm mc ch nghin cu mc hi
lng v dch v ca khch hng ti ca hng BURGER KING L Vn S v thng
qua iu chnh thang o SERVPERFcho ph hp hn vic im khch hng ti
Vit Nam.
Cc mc tiu nghin cu:
-

Xc nh cc yu t nh hng n nh hng n s hi lng v t tin cy ca

khch hng tri nghim cc dch v ca hng BURGER KING L Vn S, bn

cnh pht hin nhng thnh phn cn thiu ca nghin cu v loi b nhng thnh
phn d th hoc t nh hng. Vi mc ch nhm p ng, ng cm vi mong
mun ca khch hng, m bo c th p ng kp thi v tt nht nhng mong mun
ca khch hng.
-

Kt qu ca cuc nghin cu s b s l nn tng thit k, xy dng v hon

thin li bn cu hi a vo nghin cu chnh thc.

3.2.3. Nghin cu chnh thc
D liu s cp
S lng mu cn kho st:
Vi trng hp c mu ln v khng bit tng th, ta p dng cng thc:

Vi e=8% => tin cy l 92%=> z= 1.75 (tra bng Laplace)

V p= 0.5 =>q= 1-p= 1-0.5= 0.5
Rp vo cng thc trn ta c:
mu
V vy, chng ti thu thp d liu kho st bng bng cu hi i vi s lng mu
120, l nhng khch hng tng s dng sn phm ca BURGER KING ti ca hng
BURGER KING chi nhnh trn ng L Vn S. D liu thu thp c x l bng
phn mm phn tch SPSS.

18

Mc tiu ca nghin cu nh tnh l xem xt mi quan h gia cc nhn t, cc

bin thng qua vic p dng cc cng c phn tch thng k thng c p dng v
kim nh gi thuyt c c t l thuyt.
Trn mt l thuyt thang o SERVPERF gm 5 thnh phn: Phng tin hu hnh,
tin cy, p ng, nng lc phc v v s ng cm. Vic kim nh thang o c
tin hnh nh sau:
Thng k m t
nh gi tin cy ca tng thnh phn trn thang o, tin cy c nh
gi qua h s Cronbachs Alpha cho c hai bin c lp v ph thuc.
Khi nh gi tin cy ca thang o bng h s Cronbach Alpha, tt c cc
thnh phn u t yu cu.(Alpha>0.6 v h s tng quan bin tng >0.4)
3.2.4. Thit k bng cu hi
Sau 2 tun nghin cu nh tnh, bng cu hi ( PH LC) c thit
k vi 29 cu hi, trong c 4 cu hi v chn mu v thng tin chung, 25 cu
hi dng scale v cc kha cnh ca s hi lng.
Phn 1: Cu hi thng tin: La chn mt p n
Gii tnh
Tui
Ngh nghip
S ln n ca hng BURGER KING
Phn 2: Cc yu t tc ng n s hi lng ca khch hng (22 cu)
Phn 3: Mc hi lng ca khch hng (3 cu)

19

 Thit k v m ha thang o
Bin c lp

Yu t

nh ngha

M ha

Pht biu

TC1

Bn nhn c s quan tm ca nhn

vin ngay ln u tin vo ca hng.

Yu t th hin

TC2

qua kh nng

Nhn vin phc v t sai st, ng theo

yu cu ca bn

thc hin dch

TC3

H thng thanh ton r rng, chnh xc.

tin cy

v ph hp v

TC4

Nhn vin lun nhit tnh p ng tt

(Reliability)

ng thi hn

nhu cu ca bn.

ngay t ln u
tin
DU1
Yu t th hin
qua s mong

chuyn nghip, thao tc nhanh chng.

DU2

Nhn vin lun quan tm khch hng

trong vic la chn thc n.

mun v sn
p ng

Phong cch phc v ca nhn vin

sng ca nhn

DU3

Nhn vin sn sng gip qu khch.

(Responsiveness) vin phc v,

DU4

Nhn vin lun nhit tnh p ng nhu

cung cp dch

cu ca khch hng.

v kp thi cho
khch hng
DB1

Nhn vin kin thc t vn v

mc gi v cht lng sn cc thc n.

DB2

Nhn vin giao tip vi thi vui v,

nim n.

DB3

Tc phong ca nhn vin nghim chnh,

lch s.

Yu t th hin
m bo

qua trnh

(Assurance)

chuyn mn v

DB4

Cht lng sn phm lun t chun v

m bo v sinh an ton

DB5
20

Bn hon ton an tm khi s dng dch

cung cp phc
v

lch

v ti ca hng.

s,

nim n vi
khch hng
DC1

Vic ng gp kin cho ca hng (v

nhn vin v sn phm) c c tip
nhn v sa i

Th

hin

DC2

Ca hng lun coi trng li ch ca bn

DC3

Nhn vin hiu c mong mun ca

quan tm chm
ng cm

sc n tng c

(Empathy)

nhn

bn
DC4

khch

Gi gic ng - m ca hng (9h 22h)

ph hp vi khch hng

hng.
HH1

V tr ca hng d tm, thun li cho vic

mua hng ca KH

Th hin qua
hnh,

HH2

C s h tng mi, hin i.

Phng tin

trang phc ca

HH3

Cch trang tr bn ngoi ca hng gy

hu hnh

nhn vin phc

(Tangibles)

v, cc trang

ngoi

c n tng vi bn.
HH4

thit b phc v
cho dch v

Khng gian bn trong ca hng rng ri,

thoi mi.

HH5

Ca hng h tr dch v gi xe tt.

Bin ph thuc
nh ngha

Yu t
hi lng

M ha

Bn hi lng vi cht lng v

Mc hi lng ca
khch

hng v

cht

HH1

lng dch v, lng

trung thnh vi dch v

dch v ti ca hng BURGER

KING.

HH2

21

Pht biu

Bn s tip tc mua hng y.

Bn s gii thiu thm bn b

HH3

n y dng sn phm.

4. Phn tch d liu

4.1. S lng mu kho st
S lng mu kho st: 150 mu
S lng mu s dng: 120 mu
4.2. Thng k m t v phn tch tng quan
4.2.1. Thng k m t

Gii tnh

Chng ti m ha cc bin gii tnh nh sau: Nam (1), N (0)

Bng 1: Tn sut v tn s v gii tnh ca mu kho st
Frequenc Percent
y

Valid

Cumulative

Percent

Percent

60

50.0

50.0

50.0

Valid 1

60

50.0

50.0

100.0

120

100.0

100.0

Total

Trong bng kho st thu c th gii tnh nam chim 50%, n 50%. iu ny c l
gii bi s ch ng trong qu trnh chn lc mu ca nhm lc kho st

22

50%

50%

Nam
N

Hnh 2: Biu th hin t l gii tnh ca mu kho st 11/2013

(Ngun:Kt qu phn tch t phn mm SPSS 11/2013)
tui
Chng ti phn chia cc nhm tui sau:
- Nh hn 18 tui (1)
- T 18 n 24 (2)
- T 25 ti 35 (3)
Bng 2: Tn s v tn sut tui ca mu kho st
Frequenc Percent
y

Valid

Cumulative

Percent

Percent

11

9.2

9.2

9.2

79

65.8

65.8

75.0

30

25.0

25.0

100.0

120

100.0

100.0

Valid
Total

(Ngun:Kt qu phn tch t phn mm SPSS 11/2013)

tui di 18 c 11 khch hng chim 9.2%, tui t 18 24 c lng khch
hng ng nht, 79 khch hng chim 65.8%, tui 25 35 c 30 khch hng chim
25%.
23

25%

9.20%
Dui 18
T 18-24
65.80%

T 25-35

Hnh 3: Biu th hin t l tui ca mu kho st 11/2013

(Ngun:Kt qu phn tch t phn mm SPSS 11/2013)
Nhn xt: Khch hng s dng dch v ti ca hng BURGER KING nhiu nht c
tui t 18 24.
Ngh nghip
Chng ti l m ha ngh nghip ca khch hng nh sau:
-

Hc sinh-sinh vin (1)

Nhn vin vn phng (2)

Kinh doanh (3)

Ni tr (4)

Khc (5)

24

Bng 3: Tn s v tn sut ngh nghip ca mu kho st

(Ngun:Kt qu phn tch t phn mm SPSS 11/2013)
Frequency

Percent

Valid

Cumulative

Percent

Percent

85

70.8

70.8

70.8

14

11.7

11.7

82.5

6.7

6.7

89.2

5.0

5.0

94.2

5.8

5.8

100.0

120

100.0

100.0

Valid

Total
Da vo bng phn tch ta thy:

- Khch hng l hc sinh-sinh vin c 85 ngi chim 70.8%.

- Khch hng l nhn vin vn phng c 14 ngi chim 11.7%.
- Khch hng l ngh kinh doanh c 8 ngi chim t l 6.7%.
- Khch hng l ni tr c 6 ngi chim t l 5%.
- Khch hng ngh nghip khc c 7 ngi chim 5.8%

25

6.70%

5% 0

11.70%
Hc sinh-sinh vin
Nhn vin vn phng
70.80%

Kinh doanh
Ni tr
Khc

Hnh 4: Biu th hin t l ngh nghip ca mu kho st 11/2013

(Ngun:Kt qu phn tch t phn mm SPSS 11/2013)
Cc nhn t tc ng n s hi lng ca khch hng
Chng ti s dng m hnh SERVPERF o lng cht lng dch v t s
ng ca khch hng vi tng bin quan st ca cc yu t: Tin cy, m bo, p
ng, ng cm v Phng tin hu hnh vi cc mc c khch hng la chn
v kho st nh sau:
1: Hon ton khng ng
2: Khng ng
3: Trung lp
4: ng
5: Hon ton ng

26

Bng 4: Bng thng k kt qu kho st cc yu t

(Ngun: kt qu phn tch t phn mm SPSS 11/2013)
N

Minimu

Maximu

Mean

Std.
Deviation

TC1

120

3.77

.670

TC2

120

3.73

.561

TC3

120

4.01

.601

TC4

120

3.77

.645

DU1

120

3.71

.653

DU2

120

3.67

.599

DU3

120

3.78

.688

DU4

120

3.68

.650

DB1

120

3.68

.608

DB2

120

3.91

.648

DB3

120

3.99

.615

DB4

120

3.88

.663

DB5

120

3.83

.626

DC1

120

3.42

.602

DC2

120

3.56

.591

DC3

120

3.60

.627

DC4

120

3.95

.633

HH1

120

3.88

.676

HH2

120

3.99

.692

HH3

120

3.78

.676

HH4

120

3.91

.661

HH5

120

3.61

.612

HL1

120

3.82

.518

HL2

120

3.81

.555

HL3

120

3.85

.575

Valid N
(listwise)

120

27

Sau qu trnh phn tch SPSS, chng ti nhn thy, trong 25 thang o cht lng dch
v ti ca hng BURGER KING L Vn S, khch hng ng tnh nhiu nht thang
o:
- TC4 "H thng thanh ton r rng, chnh xc" (GTTB = 4.01)
Tuy nhin bn cnh cc thang o c khch hng ng tnh nhiu cn c mt s
thang o khng c phn ln khch hng ng tnh, tiu biu nht l: DC1 "Vc
ng gp kin cho ca hng (v nhn vin v sn phm) c c tip nhn v sa
i" (GTTB = 2.68).
Nhn xt: a phn cc thang o u c s nh gi kh cao t khch hng
(ln hn 3). Tuy nhin cn mt thang o c gi tr thp l: : DC1 "Vc ng gp
kin cho ca hng (v nhn vin v sn phm) c c tip nhn v sa i" (GTTB
= 2.68).
o lng s hi lng ca khch hng:
Bng 5: Bng thng k hi lng ca mu kho st
(Ngun: Kt qu phn tch t phn mm SPSS 11/2013)
N

Minimum

Maximum

Mean

Std.
Deviation

HL1

120

3.82

.518

HL2

120

3.81

.555

HL3

120

3.85

.575

Valid N
(listwise)

120

Kt qu kho st cho thy mc hi lng ca khch hng i vi dch v ca ca

hng BURGER KING kh cao, nm trong khong 3.83 l khong "ng ". Cc ch
s ny th hin kh chnh xc s cm nhn ca khch hng i vi sn phm, dch v
caBURGER KING. iu ny chng t s hi lng ca khch hng khng b rng
buc bi cc yu t nh ti chnh, a l, cc l do bt kh khng (thi tit, c nhn...)

28

v.v... m thay vo khch hng la chnBURGER KING vcc yu t cht lng

sn phm, dch v bn hng hay cc phng tin hu hnh khc ti ca hng.
4.2.2. Phn tch tng quan
4.2.2.1.

H s Cronbach's Alpha

H s Cronbachs Alpha l cng c kim nh thang o, gip loi i nhng bin quan
st khng t yu cu, cc bin rc c th to ra cc bin tim n, cc nhn t gi v
nh hng n cc mi quan h ca m hnh nghin cu. Cc quan st c h s tng
quan bin tng < 0,3 s b loi v tiu chun chn thang o khi h s Cronbachs
Alpha t 0,60 tr ln.
4.2.2.2.

Phn tch tng quan

Tin cy
Bng 6: H s tng quan ca cc bin tin cy
(Ngun: Kt qu phn tch t phn mm SPSS 11/2013)
Scale Mean

Scale

Corrected

Squared

Cronbach's

if Item

Variance if

Item-Total

Multiple

Alpha if

Deleted

Item

Correlation

Correlation

Item

Deleted

Deleted

TC1

11.51

1.832

.484

.235

.606

TC2

11.54

2.082

.470

.225

.617

TC3

11.27

2.012

.461

.219

.621

TC4

11.51

1.933

.452

.208

.627

Cc bin t TC1 n TC4 u c h s tng quan t 0.3 tr ln, nn u t tin

cy. Khi ta c kt qu phn tch nh sau:

29

Bng 7: H s Cronbach's Alpha

ca cc bin tin cy
(Ngun: Kt qu phn tch t phn
mm SPSS 11/2013)
Cronbach's

Cronbach's

N of

Alpha

Alpha Based

Items

on
Standardize
d Items
.685

.683

Bng 8: Thng k gi tr trung bnh ca cc bin tin cy

(Ngun: Kt qu phn tch t phn
mm SPSS 11/2013)
Mean

Std.

Deviation
TC1

3.77

.670

120

TC2

3.73

.561

120

TC3

4.01

.601

120

TC4

3.77

.645

120

Nhn xt: Nhn chung cc bin yu t u nghing v pha chp nhn yu t Tin cy
ca ca hng BURGER KING. Cc gi tr u nm trong khong 3.82 cho thy nh
gi v tin cy cha cao, mt s khch hng cn phn vn.
Nhn vo bng trn ta thy h s Cronbachs Alpha = 0.683> 0.6, cho nn thang o
ny t tiu chun thch hp. Ngoi ra xt tng quan bin tng th tt c bin t TC1
n TC4 u ln hn 0.3 rt nhiu cho nn cc bin ny u ph hp v t c
tin cy.
p ng

30

Bng 9: H s tng quan ca cc bin p ng

(Ngun: Kt qu phn tch t phn mm SPSS 11/2013)
Scale Mean

Scale

Corrected

Squared

Cronbach's

if Item

Variance if

Item-Total

Multiple

Alpha if

Deleted

Item

Correlation

Correlation

Item

Deleted

Deleted

DU1

11.12

2.379

.320

.107

.709

DU2

11.17

2.291

.442

.198

.634

DU3

11.05

1.947

.536

.372

.569

DU4

11.16

1.966

.582

.397

.540

Cc bin tDU1 n DU4 u c h s tng quan t 0.3 tr ln, nn u t tin

cy . Khi ta c kt qu phn tch nh sau:

Bng 10: H s Cronbach's Alpha

ca bin p ng
(Ngun: Kt qu phn tch t phn mm
SPSS 11/2013)
Cronbach's

Cronbach's

N of

Alpha

Alpha Based

Items

on
Standardized
Items
.683

.683

31

Bng 11: Thng k gi tr trung bnh

ca cc bin p ng
(Ngun: Kt qu phn tch t phn mm
SPSS 11/2013)
Mean

Std.

Deviation
DU1

3.71

.653

120

DU2

3.67

.599

120

DU3

3.78

.688

120

DU4

3.68

.650

120

Nhn xt: Nhn chung cc bin yu t u nghing v pha chp nhn yu t p ng

ca BURGER KING. Cc gi tr u nm trong khong 3.71 cho thy nh gi v
p ng cn thp, khch hng cn phn vn trong vic la chn.
Nhn vo bng trn ta thy Cronbachs Alpha = 0.683> 0.6, cho nn thang o
ny t tiu chun thch hp. Ngoi ra xt tng quan bin tng th tt c 3 bin t
DU1 n DU4 u ln hn 0.3 rt nhiu cho nn cc bin ny u ph hp v t
c tin cy.
m bo
Bng 12: H s tng quan ca cc bin m bo
(Ngun: Kt qu phn tch t phn mm SPSS 11/2013)
Scale Mean

Scale

Corrected

Squared

Cronbach's

if Item

Variance if

Item-Total

Multiple

Alpha if

Deleted

Item

Correlation

Correlation

Item

Deleted
DB1

15.62

Deleted

3.381

.394
32

.163

.690

DB2

15.39

3.131

.471

.289

.661

DB3

15.31

3.139

.511

.314

.645

DB4

15.42

3.069

.483

.324

.656

DB5

15.47

3.175

.477

.319

.658

Cc bin tDB1 n DB5 u c h s tng quan t 0.3 tr ln, nn u t tin

cy. Khi ta c kt qu phn tch nh sau:
Bng 13: H s Cronbach's Alpha
ca bin m bo
(Ngun: Kt qu phn tch t phn
mm SPSS 11/2013)
Cronbach's

Cronbach's

N of

Alpha

Alpha

Items

Based on
Standardize
d Items
.710

.710

Bng 14: Thng k gi tr trung

bnh ca cc bin m bo
(Ngun: Kt qu phn tch t phn
mm SPSS 11/2013)
Mean

Std.

Deviation
DB1

3.68

.608

120

DB2

3.91

.648

120

DB3

3.99

.615

120

DB4

3.88

.663

120

DB5

3.83

.626

120

33

Nhn xt: Nhn chung cc bin yu t u nghing v pha chp nhn yu t m bo

ca BURGER KING. Cc gi tr u nm trong khong 3.858 cho thy nh gi v
m bo tng i cao.
Nhn vo bng trn ta thy Cronbachs Alpha = 0.710> 0.6, cho nn thang o
ny t tiu chun ( mc nh gi t tiu chun cao) thch hp. Ngoi ra xt
tng quan bin tng th tt c 5 bin t DB1 n DB5 u ln hn 0.3 rt nhiu cho
nn cc bin ny u ph hp v t c tin cy.
ng cm
Bng 15: H s tng quan ca cc bin ng cm
(Ngun: Kt qu phn tch t phn mm SPSS 11/2013)
Scale Mean

Scale

Corrected

Squared

Cronbach's

if Item

Variance if

Item-Total

Multiple

Alpha if

Deleted

Item

Correlation

Correlation

Item

Deleted

Deleted

DC1

11.11

1.778

.320

.200

.535

DC2

10.97

1.545

.517

.313

.377

DC3

10.92

1.482

.511

.288

.373

DC4(loi)

10.58

2.011

.135

.060

.675

V yu t ng cm, bin quan st DC4 ": Gi gicng - m ca hng (9h 22h)

ph hp vi khch hng (0.135< 0.3) nn b loi. Cc bin cn li u t c
tin cy thch hp. Khi ta phn tch nh sau:

34

Bng 16: H s Cronbach's Alpha

ca cc bin ng cm
(Ngun: Kt qu phn tch t
phn mm SPSS 11/2013)
Cronbach's

Cronbach's

N of

Alpha

Alpha Based

Items

on
Standardize
d Items
.675

.676

Bng 17: Thng k gi tr trung bnh

ca cc bin ng cm
(Ngun: Kt qu phn tch t phn

mm SPSS 11/2013)
Mean

Std.

Deviation
DC1

3.42

.602

120

DC2

3.56

.591

120

DC3

3.60

.627

120

Bng 18: H s tng quan mi ca cc bin ng cm

(Ngun: Kt qu phn tch t phn mm SPSS 11/2013)
Scale Mean

Scale

Corrected

Squared

Cronbach's

if Item

Variance if

Item-Total

Multiple

Alpha if

Deleted

Item

Correlation

Correlation

Item

Deleted

Deleted

DC1

7.16

1.109

.425

.186

.661

DC2

7.02

1.008

.550

.308

.500

35

DC3

6.98

.999

.266

.493

.575

Nhn xt:Nhn chung cc bin yu t u nghing v pha chp nhn yu t ng cm

ca BURGER KING. Cc gi tr u nm trong khong 3.53 cho thy nh gi v
ng cm cha cao, cn mt s khch hng phn vn khi nh gi.
Nhn vo bng trn ta thy Cronbachs Alpha = 0.675> 0.6, cho nn thang o
ny t tiu chun, thch hp. Ngoi ra xt tng quan bin tng th tt c 3 bin t
DC1, DC2, DC3 u ln hn 0.3 rt nhiu cho nn cc bin ny u ph hp v t
c tin cy.
Hu hnh
Bng 19: H s tng quan ca cc bin hu hnh
(Ngun: Kt qu phn tch t phn mm SPSS 11/2013)
Scale Mean

Scale

Corrected

Squared

Cronbach's

if Item

Variance if

Item-Total

Multiple

Alpha if

Deleted

Item

Correlation

Correlation

Item

Deleted

Deleted

HH1

15.29

3.486

.427

.252

.665

HH2

15.18

3.193

.545

.371

.613

HH3

15.39

3.316

.506

.339

.631

HH4

15.27

3.357

.506

.282

.631

HH5

15.57

3.911

.303

.107

.710

Cc bin t HH1 n HH5 u c h s tng quan t 0.3 tr ln, nn u t tin

cy. Khi ta c kt qu phn tch nh sau:

36

Bng 20: H s Cronbach's Alpha ca cc bin

hu hnh
(Ngun: Kt qu phn tch t phn mm SPSS
11/2013)
Cronbach's

Cronbach's

Alpha

Alpha Based

N of Items

on
Standardize
d Items
.701

.698

Bng 21: Thng k gi tr trung bnh

ca cc bin hu hnh
(Ngun: Kt qu phn tch t phn
mm SPSS 11/2013)
Mean

Std.

Deviation
HH1

3.88

.676

120

HH2

3.99

.692

120

HH3

3.78

.676

120

HH4

3.91

.661

120

HH5

3.61

.612

120

Nhn xt:Nhn chung cc bin yu t u nghing v pha chp nhn yu tHu hnh
ca BURGER KING. Cc gi tr u nm trong khong 3.834 cho thy nh gi v
ng cm cha cao, cn mt s khch hng phn vn khi nh gi.
Nhn vo bng trn ta thy Cronbachs Alpha = 0.701> 0.6, cho nn thang o
ny t tiu chun, thch hp ,
Kt lun v cc nhn t nh hng v s hi lng
37

C 21 bin ca 5 yu t a ra so vi 22 bin quan st iu tra ban u .Bin DC4 l

bin rc v b loi ra khi m hnh.

Hi lng
Bng 22: H s tng quan ca cc bin hi lng
(Ngun: Kt qu phn tch t phn mm SPSS 11/2013)
Scale Mean

Scale

Corrected

Squared

Cronbach's

if Item

Variance if

Item-Total

Multiple

Alpha if

Deleted

Item

Correlation

Correlation

Item
Deleted

Deleted
HL1

7.66

1.084

.475

.225

.823

HL2

7.67

.863

.674

.509

.612

HL3

7.63

.825

.680

.514

.603

Cc bin tHL1 n HL3 u c h s tng quan t 0.3 tr ln, nn u t tin

cy. Khi ta c kt qu phn tch nh sau:
Bng 23: H s Cronbach's Alpha
ca cc bin hi lng
(Ngun: Kt qu phn tch t phn

mm SPSS 11/2013)
Cronbach's

Cronbach's

N of

Alpha

Alpha Based

Items

on
Standardize
d Items
.771

.768

38

Bng 24: Thng k gi tr trung bnh

ca cc bin hi lng
(Ngun: Kt qu phn tch t phn

mm SPSS 11/2013)
Mean

Std.

Deviation
HL1

3.82

.518

120

HL2

3.81

.555

120

HL3

3.85

.575

120

Nhn xt:Nhn chung cc bin yu t u nghing v pha chp nhn yu t Mc

hi lng ca BURGER KING. Cc gi tr u nm trong khong 3.83 cho thy nh
gi v mc hi lng cha cao, cn mt s khch hng phn vn khi nh gi.
Nhn vo bng trn ta thy Cronbachs Alpha = 0.771> 0.6, cho nn thang o
ny t tiu chun ( mc nh gi t tiu chun rt cao) thch hp. Ngoi ra xt
tng quan bin tng th tt c 3 bin t HL1 n HL3 u ln hn 0.3 rt nhiu cho
nn cc bin ny u ph hp v t c tin cy
4.3. Phn tch nhn t
Phn tch nhn t l mt k thut phn tch nhm thu nh v tm tt cc d liu rt c
ch cho vic xc nh cc tp hp bin cn thit cho vn nghin cu. Quan h gia
cc nhm bin c lin h qua li ln nhau c xem xt di dng mt s nhn t c
bn. Mi mt bin quan st s c tnh mt t s gi l H s ti nhn t. H s ny
cho ta bit c mt bin o lng s thuc v nhn t no.
4.3.1. Yu cu khi phn tch nhn t
Trong phn tch nhn t, yu cu cn thit l h s Kaiser-Meyer-Olkin phi c gi tr
ln (0.5 < KMO < 1) th hin phn tch nhn t l thch hp, cn nu h s KMO <
0.5 th phn tch nhn t c kh nng khng thch hp vi cc d liu.

39

4.3.2. Tin hnh phn tch v kt qu

Sau qu trnh phn tch tng quan kim nh h s tin cy Cronbachs Alpha,
nhm chng ti sn lc c cc bin quan st ph hp, nn c gi li cho phn
tch nhn t. Theo , trong s 25 bin quan st ban u (gm 22 bin c lp v 3
bin ph thuc) th ch c bin quan st DC4 khng ph hp, cn cc bin cn li u
thch hp cho vic phn tch nhn t.
Sau khi phn tch 21 yu t c lp, chng ti c kt qu nh sau:
Bng 25: Kim nh h s KMO v Bartletts ca
24 bin c lp
(Ngun: kt qu phn tch t phn mm SPSS 11/2013)
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy.
Approx. Chi-Square
Bartlett's Test of
df
Sphericity
Sig.

.748
760.926
210
.000

Kt qu cho thy h s KMO = 0.763 (> 0.5) cho thy mc ngha ca d liu a
vo phn tch nhn t kh cao, nh vy tha mn iu kin phn tch nhn t.
Bng 26: H s Eigenvalue v phn trm tng phng sai trch tch ly
(Ngun: Kt qu phn tch t phn mm SPSS 11/2013)
Component
Total
1
2
3
4
5
6
7
8
9
10
11

5.271
2.008
1.832
1.352
1.153
1.119
1.003
.914
.821
.777
.634

Initial Eigenvalues
% of
Cumulative
Variance
%
25.099
25.099
9.562
34.661
8.724
43.385
6.436
49.821
5.490
55.312
5.327
60.639
4.774
65.413
4.350
69.763
3.908
73.671
3.698
77.369
3.019
80.388
40

Extraction Sums of Squared Loadings

Total
% of
Cumulative
Variance
%
5.271
25.099
25.099
2.008
9.562
34.661
1.832
8.724
43.385
1.352
6.436
49.821
1.153
5.490
55.312
1.119
5.327
60.639
1.003
4.774
65.413

12
13
14
15
16
17
18
19
20
21

.580
.545
.541
.501
.437
.379
.361
.309
.252
.213

2.763
2.598
2.574
2.386
2.079
1.803
1.720
1.473
1.200
1.016

83.152
85.749
88.323
90.710
92.788
94.592
96.311
97.785
98.984
100.000

C 5 thnh phn trong nhn t c tng phng sai l 65,413% >50% iu ny c ngha rng
7 nhn t gii thch c 65,413% bin thin ca cc bin quan st, h s eigenvalue 5,271>1
c ngha 5,271/21 bin = 65,413% phng sai c phn b trn 21 bin.

Bng 27: Xoay nhn t theo phng php Varimax i vi 21 bin c lp

(Ngun: Kt qu phn tch t phn mm SPSS 11/2013)

TC3
TC2
TC1
DC2
DC3
DC1
HH4
HH5
HH3
DU2
DB4
DB5
HH2
HH1
DU3
DU4
DB3
DB2
DB1
DU1
TC4

1
.767
.684
.677
-.059
.184
.036
.064
.087
-.108
.007
.136
-.017
.047
.386
.031
.338
.013
.210
.133
.139
.443

2
-.125
.204
.105
.755
.723
.667
.039
.259
-.058
.251
.268
.205
-.250
-.165
.196
.133
.149
-.035
.198
.060
.114

Component
3
4
.043
.025
-.175
-.029
.274
.196
.058
-.026
.194
.073
.052
.233
.205
.729
-.012
.690
.291
.576
-.045
.512
-.096
.722
.276
.689
.357
.627
.280
.519
.053
.135
.128
.066
.068
.237
-.031
.211
.248
-.053
.160
.002
-.081
.195
41

5
-.014
.142
.101
.214
.162
.023
.164
-.152
.355
.409
.000
.025
.336
.118
.828
.727
.026
.064
.331
.092
.224

6
.169
.178
-.086
.182
.142
-.062
.032
.171
-.019
.083
.237
.224
.040
.049
.046
.266
.745
.727
.601
.276
.032

7
.069
.068
.174
.134
-.196
.373
.073
-.063
.077
.308
.103
.131
-.015
-.351
.092
.083
.089
.234
-.052
.792
.602

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 14 iterations.
Nh vy, cc bin quan st u c h s ti > 0,5 nn s khng cn thit loi b bin
no trong 21 bin ny.

4.4. Cc gi thuyt cho m hnh chnh thc

-

TC: tin cy tng quan vi S hi lng

DU: p ng tng quan vi S hi lng

DB: m bo tng quan vi S hi lng

DC: ng cm tng quan vi S hi lng

HH: Phng tin hu hnh tng quan vi s hi lng

4.5. Phn tch hi quy

Phn tch hi quy s gip cc nh cc mi quan h gia bin ph thuc (s hi lng)
v cc bin c lp( tin cy, p ng, m bo, ng cm, hu hnh). M hnh phn
tch hi quy s m t cc mi quan h gip chng ta d on c mc thay i
ca cc bin ph thuc khi cc bin c lp thay i.
4.5.1. ph hp ca m hnh hi quy tuyn tnh
Bng 28: ph hp ca m hnh hi quy tuyn tnh
(Ngun: Kt qu phn tch t phn mm SPSS 11/2013)

Mode
R
R
Adjusted R Std. Error of the
l
Square
Square
Estimate
a
1
.570
.324
.295
.38753
a. Predictors: (Constant), HH, DC, TC, DB, DU
H s R2 nh gi v ph hp ca m hnh.Trong tnh hung ny R2 hiu chnh
c s dng phn nh mc ph hp ca m hnh. Nh vy c th thy, R2 hiu
chnh =0,295 tc 29,5% s thay i s hi lng ca khch hng ph thuc 4 yu t
trn.
42

4.5.2. Kim nh ph hp ca m hnh

Bng 29: ph hp ca m hnh
(Ngun: Kt qu phn tch t phn mm SPSS 11/2013)

Model

Sum of
Squares

df

Mean
Square

Sig.

Regressio
8.219
5
1.644 10.946
.000b
n
1
Residual
17.121
114
.150
Total
25.340
119
a. Dependent Variable: HL
b. Predictors: (Constant), HH, DC, TC, DB, DU
Ta thy rng F=10,946 vi gi tr Sig rt nh cho thy m hnh tuyn tnh ph hp vi
cc bin.
4.5.3. Gii thch phng trnh v kim nh gi thit
Sau khi chy SPSS ta c:
Bng 30: H s Beta ca cc yu t
(Ngun: Kt qu phn tch t phn mm SPSS 11/2013)

Model

Unstandardized
Coefficients
B

Standardize
d
Coefficients
Std. Error
Beta
.433
.091
-.047
.099
.132
.103
.237
.086
.111
.090
.304

Sig.

(Constant)
.959
2.214
.029
TC
-.049
-.531
.597
DU
.132
1.335
.184
1
DB
.254
2.471
.015
DC
.108
1.261
.210
HH
.314
3.498
.001
a. Dependent Variable: HL
Kt qu phn tch hi quy cc yu t c h s Sig< 0,05 th c ngha khi a vo
phn tch. Nh vy cc bin TC, DU, DB, DC (Sig> 0,05) u b loi.
Phng trnh hi quy s l: HL=0,304HH + Ui
vi HL: l bin ph thuc (Mc hi lng), HH: l bin c lp ( Yu t hu hnh).
ngha kinh t: Khi yu t hu hnh ca BURGER KING tng ln 1 n v th hi
lng ca khch hng s tng ln 0,304 n v.
43

H s beta cho thy cc bin c lp tc ng thun chiu vi s hi lng ca khch

hng, tc cc yu t u tng quan dng vi s hi lng. Kt qu ny cng khng
nh cc gi thuyt nu ra trong m hnh th c 1 gi thuyt c chp nhn v kim
nh ph hp.

ngha ca cc h s hi quy ring phn trong m hnh

H s beta cng cao cng th hin tnh quan trng ca thnh phn lin quan n
hi lng, hay ni cch khc l h s beta th hin mc tc ng ca tng thnh
phn lin quan n hi lng i vi dch v ca ca hng BURGER KING.

5.Kt lun
5.1.

Kt qu nghin cu:

Sau qu trnh chy SPSS, kim nh s tin cy v mc ph hp ca 21 bin (i

din cho 5 nhm nhn t) v thit lp phng trnh hi quy i din cho cc bin,
nhm loi b cc bin cng nh cc nhn t trn thc t cha thc s tc ng n
s hi lng ca khch hng khi s dng dch v ti ca hng BURGER KING-L Vn
S. S hi lng ca khch hng khi s dng dch v ti ca hng BURGER KING lc
ny c quyt nh bi nhn t, c th hin qua m hnh di y:

Hu hnh

S hi
lng
M hnh trn ni ln rng: trn thc t khch hng vn cha nhn thc v cm nhn r
rng v c thy 5 yu t tc ng n s hi lng ca cht lng dch v. Trn thc t
m nhm kho st c ch th hin s tc ng ca 1 nhn t: hu hnh tc ng r
44

rng nht i vi s hi lng ca khch hng n vi dch v ti ca hng BURGER

KING L Vn S, cn cc yu t cn li cha mang li s hi lng cho khch hng.
5.2.

xut:
Nh kt qu trn thu c, ta c th nhn thy cc yu t v s tin cy, p

ng, m bo, ng cm ca khch hng i vi dch v ti ca hng BURGER

KING vn cn thp v nu khng c nhng thay i kp thi th c th nh hng ti
nhng yu t khc trong vic pht trin dch v ti BURGER KING.
T chng ti c nhng xut nh sau:
-

Xt ti tin cy: Nhn vin nn bo m rng mnh s li mt n tng tt

i vi khch hng ngay t ln u gp g. m bo sn nh ca cht lng
dch v v sn phm thng qua vic kim tra thng xuyn v c nhng iu
chnh ph hp vi nhu cu ca khch hng.

Xt ti p ng: v hu ht nhn vin ca Burger King l sinh vin v a s

l cha c nhiu kinh nghim trong vic phc v khch hng cho nn Burger
King nn c nhng bui tp hun nh k thng xuyn hng dn cho nhn
vin ca mnh nhng k nng mm trong giao tip vi khch hng, truyn t
cho h nhng kinh nghim cng nh thc y tinh thn lm vic t gic,
chuyn nghip.

Xt ti m bo, Burger King nn thay i cc yu cu trong quy trnh

tuyn nhn vin nh l c kinh nghim lm vic trong ca hng thc n nhanh,
c nhng k nng mm nh l k nng giao tip, kh nng kim ch cm xc
thng qua nhng bi kim tra ngn.

Xt ti s ng cm, Burger King vn c thua km so vi cci th khc l

cha c h thng tip nhn v hi p phn hi t khch hng v iu ny
khin cho khch hng d cm thy kin ca mnh khng c coi trng khi
xy ra nhng tnh hung mc li trong qu trnh s dng dch v v iu ny l
iu m Burger King nn quan tm nht.

45

TI LIU THAM KHO

1. T liu bi ging Ging vin Trn Th t
2. B sch Phn tch d liu nghin cu vi SPSS Hong Trng & Chu Nguyn
Mng Ngc
3. Website: www.bk.com
4. T liu kho st

vii

NHN XT CA GING VIN

viii

PH LC
BNG KHO ST CHT LNG DCH V
TI CA HNG THC N NHANH BURGER KING
a ch: 347 L Vn S, Qun 3, Thnh ph H Ch Minh
Knh cho Anh/Ch,
Chng ti l sinh vin ngnh Marketing Trng i Hc Hoa Sen. Hin nay
nhm chng ti ang thc hin n phc v cho mn hc Nghin cu Marketing vi
ti chnh l nghin cu mc hi lng ca khch hng i vi dch v ti ca
hng BURGER KING.
Knh mong Anh/Ch dnh cht thi gian hon tt bng kho st ny gip
chng ti hon thnh n ny mt cch tt nht.
Chn thnh cm n!
A. THNG TIN C NHN
1. Tn: .............................................................................................................................
2. Gii tnh: Nam

3. Tui: Di 18 T 18 24 T 25 35
4. Ngh nghip:
Hc sinh Sinh vin
Nhn vin vn phng
Kinh doanh
Ni tr
Khc
5. Bn thng n ca hng BURGER KING bao nhiu ln 1 thng:
Di 2 ln

2 4 ln

ix

5 7 ln

trn 7 ln

B. PHN KHO ST S CM NHN CA KHCH HNG KHI S

DNG DCH V TI CA HNGBURGER KING:
Mc hi lng
Hon
Pht biu

STT

ton

Khng

Bnh

ng

khng

ng

thng

(2)

(3)

(4)

ng
(1)
TC1:Bn nhn c s quan tm
1

ca nhn vin ngay ln u tin vo

ca hng.

TC2:Nhn vin phc v t sai st,

ng theo yu cu ca bn.
TC3:H thng thanh ton r rng,
chnh xc.
TC4:Nhn vin lun nhit tnh p
ng tt nhu cu ca bn.
DU1:Phong cch phc v ca nhn

vin chuyn nghip, thao tc nhanh

chng.
DU2:Nhn

vin

lun

quan

tmkhch hng trong vic la chn

thc n.

DU3:Nhn vin sn sng gip

qu khch.
DU4: Nhn vin lun nhit tnh p
ng nhu cu ca khch hng.
DB1:Nhn vin kin thc t
vn v mc gi v cht lng sn
x

Hon
ton
ng
(5)

cc thc n.
10

11

12

13

DB2:Nhn vin giao tip vi thi

vui v, nim n.
DB3:Tc phong ca nhn vin
nghim chnh, lch s.
DB4:Cht lng sn phm lun t
chun v m bo v sinh an ton .
DB5:Bn hon ton an tm khi s
dng dch v ti ca hng.
DC1:Vic ng gp kin cho ca

14

hng (v nhn vin v sn phm)

c c tip nhn v sa i.

15

16

17

DC2:Ca hng lun coi trng li

ch ca bn.
DC3:Nhn vin hiu c mong
mun ca bn
DC4: Gi gicng - m ca hng
(9h 22h) ph hp vi khch hng.
HH1:V tr ca hng d tm, thun

18

li cho vic mua hng ca qu

khch.

19
20

21

22
23

HH2:C s h tng mi, hin i.

HH3:Cch trang tr bn ngoi ca
hng gy c n tng vi bn.
HH4:Khng gian bn trong ca
hng rng ri, thoi mi.
HH5:Ca hng h tr dch v gi
xe tt.
HL1:Bn hi lng vi cht lng

xi

v dch v ti ca hng.
24

25

HL2:Bn s tip tc mua hng

y.
HL3:Bn s gii thiu thm bn b
n y mua hng.

xii