{"id":22318,"date":"2025-10-01T16:11:49","date_gmt":"2025-10-01T09:11:49","guid":{"rendered":"https:\/\/base.vn\/blog\/?p=22318"},"modified":"2025-10-01T17:19:18","modified_gmt":"2025-10-01T10:19:18","slug":"mo-hinh-servqual","status":"publish","type":"post","link":"https:\/\/base.vn\/blog\/mo-hinh-servqual\/","title":{"rendered":"M\u00f4 h\u00ecnh SERVQUAL l\u00e0 g\u00ec? \u0110\u1ecbnh ngh\u0129a, C\u1ea5u tr\u00fac v\u00e0 \u1ee8ng d\u1ee5ng"},"content":{"rendered":"\n

Trong th\u1eddi \u0111\u1ea1i c\u1ea1nh tranh kh\u1ed1c li\u1ec7t nh\u01b0 hi\u1ec7n nay, ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 \u0111\u00e3 tr\u1edf th\u00e0nh y\u1ebfu t\u1ed1 quy\u1ebft \u0111\u1ecbnh s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a m\u1ecdi doanh nghi\u1ec7p. Tuy nhi\u00ean, l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 \u0111o l\u01b0\u1eddng v\u00e0 \u0111\u00e1nh gi\u00e1 ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 m\u1ed9t c\u00e1ch kh\u00e1ch quan, ch\u00ednh x\u00e1c? M\u00f4 h\u00ecnh SERVQUAL ch\u00ednh l\u00e0 c\u00e2u tr\u1ea3 l\u1eddi m\u00e0 nhi\u1ec1u t\u1ed5 ch\u1ee9c tr\u00ean to\u00e0n c\u1ea7u \u0111\u00e3 v\u00e0 \u0111ang \u00e1p d\u1ee5ng. V\u1eady m\u00f4 h\u00ecnh SERVQUAL l\u00e0 g\u00ec?<\/strong> L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 \u00e1p d\u1ee5ng n\u00f3 trong th\u1ef1c ti\u1ec5n?\u00a0C\u00f9ng Base.vn<\/a> t\u00ecm hi\u1ec3u chi ti\u1ebft.<\/p>\n\n\n\n

1. M\u00f4 h\u00ecnh SERVQUAL l\u00e0 g\u00ec?<\/h2>\n\n\n\n

SERVQUAL<\/strong> l\u00e0 vi\u1ebft t\u1eaft c\u1ee7a Service Quality (Ch\u1ea5t l\u01b0\u1ee3ng D\u1ecbch v\u1ee5)<\/strong>, l\u00e0 m\u1ed9t thang \u0111o \u0111a chi\u1ec1u \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng nh\u1eb1m \u0111\u00e1nh gi\u00e1 kho\u1ea3ng c\u00e1ch gi\u1eefa k\u1ef3 v\u1ecdng c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 c\u1ea3m nh\u1eadn th\u1ef1c t\u1ebf c\u1ee7a h\u1ecd v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 m\u00e0 h\u1ecd nh\u1eadn \u0111\u01b0\u1ee3c. M\u00f4 h\u00ecnh n\u00e0y d\u1ef1a tr\u00ean tri\u1ebft l\u00fd c\u1ed1t l\u00f5i: Ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 = C\u1ea3m nh\u1eadn th\u1ef1c t\u1ebf – K\u1ef3 v\u1ecdng<\/strong>. Khi c\u1ea3m nh\u1eadn v\u01b0\u1ee3t qu\u00e1 k\u1ef3 v\u1ecdng, kh\u00e1ch h\u00e0ng s\u1ebd th\u1ea5y h\u00e0i l\u00f2ng v\u00e0 \u0111\u00e1nh gi\u00e1 cao ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5; ng\u01b0\u1ee3c l\u1ea1i, khi c\u1ea3m nh\u1eadn kh\u00f4ng \u0111\u1ea1t \u0111\u01b0\u1ee3c nh\u01b0 k\u1ef3 v\u1ecdng, kh\u00e1ch h\u00e0ng s\u1ebd kh\u00f4ng h\u00e0i l\u00f2ng.<\/p>\n\n\n\n

Nh\u00ecn v\u1ec1 l\u1ecbch s\u1eed, SERVQUAL \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n b\u1edfi ba chuy\u00ean gia ti\u1ebfp th\u1ecb ng\u01b0\u1eddi M\u1ef9 l\u00e0 A. Parasuraman, Valarie A. Zeithaml v\u00e0 Leonard L. Berry v\u00e0o \u0111\u1ea7u th\u1eadp ni\u00ean 1980. L\u00fac b\u1ea5y gi\u1edd, h\u1ecd nh\u1eadn th\u1ea5y vi\u1ec7c \u0111o l\u01b0\u1eddng ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 c\u00f2n g\u1eb7p nhi\u1ec1u th\u00e1ch th\u1ee9c do nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m nh\u01b0 t\u00ednh v\u00f4 h\u00ecnh c\u1ee7a d\u1ecbch v\u1ee5, kh\u00f4ng \u0111\u1ed3ng nh\u1ea5t, v\u00e0 kh\u00f4ng th\u1ec3 t\u00e1ch r\u1eddi gi\u1eefa s\u1ea3n xu\u1ea5t v\u00e0 ti\u00eau d\u00f9ng.<\/p>\n\n\n\n

Ban \u0111\u1ea7u, v\u00e0o n\u0103m 1985, ba nh\u00e0 nghi\u00ean c\u1ee9u n\u00e0y \u0111\u00e3 x\u00e1c \u0111\u1ecbnh 10 ti\u00eau ch\u00ed \u0111\u00e1nh gi\u00e1 ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 bao g\u1ed3m: \u0111\u1ed9 tin c\u1eady, kh\u1ea3 n\u0103ng \u0111\u00e1p \u1ee9ng, n\u0103ng l\u1ef1c, kh\u1ea3 n\u0103ng ti\u1ebfp c\u1eadn, l\u1ecbch s\u1ef1, truy\u1ec1n th\u00f4ng, t\u00ednh trung th\u1ef1c, an ninh, hi\u1ec3u bi\u1ebft kh\u00e1ch h\u00e0ng v\u00e0 y\u1ebfu t\u1ed1 h\u1eefu h\u00ecnh. Tuy nhi\u00ean, \u0111\u1ebfn n\u0103m 1988, h\u1ecd \u0111\u00e3 tinh g\u1ecdn m\u00f4 h\u00ecnh SERVQUAL xu\u1ed1ng c\u00f2n 5 chi\u1ec1u c\u01a1 b\u1ea3n, \u0111\u01b0\u1ee3c g\u1ecdi t\u1eaft l\u00e0 RATER<\/a>.<\/p>\n\n\n\n

\u0110\u00e2y \u0111\u01b0\u1ee3c xem l\u00e0 b\u01b0\u1edbc ngo\u1eb7t l\u1edbn trong l\u1ecbch s\u1eed nghi\u00ean c\u1ee9u v\u00e0 \u0111\u00e1nh gi\u00e1 ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5. T\u1eeb \u0111\u00f3 \u0111\u1ebfn nay, SERVQUAL \u0111\u00e3 \u0111\u01b0\u1ee3c \u1ee9ng d\u1ee5ng r\u1ed9ng r\u00e3i t\u1ea1i nhi\u1ec1u qu\u1ed1c gia, trong \u0111\u00f3 c\u00f3 Vi\u1ec7t Nam, tr\u1edf th\u00e0nh m\u1ed9t c\u00f4ng c\u1ee5 n\u1ec1n t\u1ea3ng trong vi\u1ec7c n\u00e2ng cao ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 trong nhi\u1ec1u l\u0129nh v\u1ef1c kh\u00e1c nhau, t\u1eeb ng\u00e2n h\u00e0ng, nh\u00e0 h\u00e0ng, kh\u00e1ch s\u1ea1n \u0111\u1ebfn vi\u1ec5n th\u00f4ng, y t\u1ebf, gi\u00e1o d\u1ee5c v\u00e0 d\u1ecbch v\u1ee5 c\u00f4ng.<\/p>\n\n\n

\n
\"M\u00f4
M\u00f4 h\u00ecnh SERVQUAL l\u00e0 g\u00ec?<\/em><\/figcaption><\/figure><\/div>\n\n\n

2. C\u1ea5u th\u00e0nh ch\u00ednh c\u1ee7a SERVQUAL: 5 chi\u1ec1u RATER<\/h2>\n\n\n\n

\u0110i\u1ec3m m\u1ea5u ch\u1ed1t t\u1ea1o n\u00ean s\u1ee9c m\u1ea1nh c\u1ee7a m\u00f4 h\u00ecnh SERVQUAL<\/strong> ch\u00ednh l\u00e0 5 chi\u1ec1u \u0111\u00e1nh gi\u00e1 RATER, \u0111\u00e2y l\u00e0 nh\u1eefng y\u1ebfu t\u1ed1 c\u1ed1t l\u00f5i gi\u00fap doanh nghi\u1ec7p ph\u00e2n t\u00edch to\u00e0n di\u1ec7n ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 c\u1ee7a m\u00ecnh t\u1eeb g\u00f3c nh\u00ecn c\u1ee7a kh\u00e1ch h\u00e0ng. M\u1ed7i chi\u1ec1u ph\u1ea3n \u00e1nh m\u1ed9t kh\u00eda c\u1ea1nh quan tr\u1ecdng trong tr\u1ea3i nghi\u1ec7m d\u1ecbch v\u1ee5 m\u00e0 doanh nghi\u1ec7p c\u1ea7n quan t\u00e2m.<\/p>\n\n\n\n

2.1 Reliability (\u0110\u1ed9 tin c\u1eady)<\/h3>\n\n\n\n

\u0110\u1ed9 tin c\u1eady \u0111\u1ec1 c\u1eadp \u0111\u1ebfn kh\u1ea3 n\u0103ng c\u1ee7a doanh nghi\u1ec7p trong vi\u1ec7c th\u1ef1c hi\u1ec7n d\u1ecbch v\u1ee5 \u0111\u00fang nh\u01b0 cam k\u1ebft, ch\u00ednh x\u00e1c v\u00e0 nh\u1ea5t qu\u00e1n. \u0110\u00e2y l\u00e0 n\u1ec1n t\u1ea3ng \u0111\u1ec3 h\u00ecnh th\u00e0nh ni\u1ec1m tin kh\u00e1ch h\u00e0ng d\u00e0nh cho doanh nghi\u1ec7p.<\/p>\n\n\n\n

Trong m\u00f4i tr\u01b0\u1eddng kinh doanh Vi\u1ec7t Nam, \u0111\u1ed9 tin c\u1eady th\u1ec3 hi\u1ec7n qua vi\u1ec7c gi\u1eef \u0111\u00fang l\u1eddi h\u1ee9a, th\u1ef1c hi\u1ec7n d\u1ecbch v\u1ee5 \u0111\u00fang th\u1eddi gian, v\u00e0 x\u1eed l\u00fd v\u1ea5n \u0111\u1ec1 c\u1ee7a kh\u00e1ch h\u00e0ng ngay t\u1eeb l\u1ea7n \u0111\u1ea7u ti\u00ean. V\u00ed d\u1ee5, m\u1ed9t ng\u00e2n h\u00e0ng th\u1ec3 hi\u1ec7n \u0111\u1ed9 tin c\u1eady khi gi\u1ea3i quy\u1ebft giao d\u1ecbch ch\u00ednh x\u00e1c, kh\u00f4ng sai s\u00f3t v\u1ec1 s\u1ed1 ti\u1ec1n, \u0111\u00fang th\u1eddi h\u1ea1n cam k\u1ebft; hay m\u1ed9t c\u00f4ng ty logistics th\u1ef1c hi\u1ec7n giao h\u00e0ng \u0111\u00fang h\u1eb9n v\u00e0 \u0111\u00fang s\u1ed1 l\u01b0\u1ee3ng, ch\u1ea5t l\u01b0\u1ee3ng nh\u01b0 \u0111\u00e3 h\u1ee9a.<\/p>\n\n\n\n

2.2 Assurance (S\u1ef1 \u0111\u1ea3m b\u1ea3o)<\/h3>\n\n\n\n

S\u1ef1 \u0111\u1ea3m b\u1ea3o li\u00ean quan \u0111\u1ebfn ki\u1ebfn th\u1ee9c, th\u00e1i \u0111\u1ed9 l\u1ecbch s\u1ef1 v\u00e0 kh\u1ea3 n\u0103ng truy\u1ec1n t\u1ea3i ni\u1ec1m tin, v\u00e0 s\u1ef1 t\u1ef1 tin c\u1ee7a nh\u00e2n vi\u00ean \u0111\u1ebfn kh\u00e1ch h\u00e0ng. Kh\u00eda c\u1ea1nh n\u00e0y t\u1ea1o ra c\u1ea3m gi\u00e1c an t\u00e2m r\u1eb1ng d\u1ecbch v\u1ee5 s\u1ebd \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n b\u1edfi nh\u1eefng ng\u01b0\u1eddi c\u00f3 n\u0103ng l\u1ef1c v\u00e0 chuy\u00ean m\u00f4n t\u1ed1t.<\/p>\n\n\n\n

T\u1ea1i Vi\u1ec7t Nam, y\u1ebfu t\u1ed1 n\u00e0y \u0111\u1eb7c bi\u1ec7t quan tr\u1ecdng trong c\u00e1c d\u1ecbch v\u1ee5 chuy\u00ean m\u00f4n cao nh\u01b0 y t\u1ebf, t\u01b0 v\u1ea5n t\u00e0i ch\u00ednh ho\u1eb7c ph\u00e1p l\u00fd. Ch\u1eb3ng h\u1ea1n, m\u1ed9t b\u00e1c s\u0129 th\u1ec3 hi\u1ec7n s\u1ef1 \u0111\u1ea3m b\u1ea3o qua vi\u1ec7c gi\u1ea3i th\u00edch r\u00f5 r\u00e0ng v\u1ec1 t\u00ecnh tr\u1ea1ng b\u1ec7nh v\u00e0 ph\u01b0\u01a1ng ph\u00e1p \u0111i\u1ec1u tr\u1ecb cho b\u1ec7nh nh\u00e2n; m\u1ed9t chuy\u00ean vi\u00ean t\u01b0 v\u1ea5n t\u00e0i ch\u00ednh t\u1ea1o ni\u1ec1m tin khi hi\u1ec3u r\u00f5 v\u1ec1 s\u1ea3n ph\u1ea9m v\u00e0 \u0111\u01b0a ra l\u1eddi khuy\u00ean ph\u00f9 h\u1ee3p v\u1edbi t\u00ecnh h\u00ecnh kinh t\u1ebf c\u1ee7a t\u1eebng kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

2.3 Tangibles (Y\u1ebfu t\u1ed1 h\u1eefu h\u00ecnh)<\/h3>\n\n\n\n

Y\u1ebfu t\u1ed1 h\u1eefu h\u00ecnh bao g\u1ed3m c\u01a1 s\u1edf v\u1eadt ch\u1ea5t, trang thi\u1ebft b\u1ecb, ngo\u1ea1i h\u00ecnh nh\u00e2n vi\u00ean v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 v\u1eadt ch\u1ea5t kh\u00e1c m\u00e0 kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 quan s\u00e1t \u0111\u01b0\u1ee3c. M\u1eb7c d\u00f9 d\u1ecbch v\u1ee5 mang t\u00ednh v\u00f4 h\u00ecnh, nh\u01b0ng nh\u1eefng y\u1ebfu t\u1ed1 h\u1eefu h\u00ecnh l\u1ea1i c\u00f3 t\u00e1c \u0111\u1ed9ng m\u1ea1nh m\u1ebd \u0111\u1ebfn c\u1ea3m nh\u1eadn ban \u0111\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

Trong b\u1ed1i c\u1ea3nh Vi\u1ec7t Nam, nhi\u1ec1u doanh nghi\u1ec7p \u0111\u00e3 \u0111\u1ea7u t\u01b0 \u0111\u00e1ng k\u1ec3 v\u00e0o y\u1ebfu t\u1ed1 n\u00e0y. V\u00ed d\u1ee5 nh\u01b0 c\u00e1c kh\u00e1ch s\u1ea1n cao c\u1ea5p t\u1ea1i \u0110\u00e0 N\u1eb5ng ho\u1eb7c Ph\u00fa Qu\u1ed1c ch\u00fa tr\u1ecdng \u0111\u1ebfn thi\u1ebft k\u1ebf kh\u00f4ng gian sang tr\u1ecdng, hi\u1ec7n \u0111\u1ea1i; hay c\u00e1c ng\u00e2n h\u00e0ng l\u1edbn nh\u01b0 Vietcombank, Techcombank \u0111\u1ea7u t\u01b0 v\u00e0o h\u1ec7 th\u1ed1ng ph\u00f2ng giao d\u1ecbch khang trang, thi\u1ebft b\u1ecb hi\u1ec7n \u0111\u1ea1i, \u0111\u1ed3ng ph\u1ee5c nh\u00e2n vi\u00ean chuy\u00ean nghi\u1ec7p \u0111\u1ec3 t\u1ea1o \u1ea5n t\u01b0\u1ee3ng t\u00edch c\u1ef1c v\u1edbi kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

2.4 Empathy (S\u1ef1 th\u1ea5u c\u1ea3m)<\/h3>\n\n\n\n

S\u1ef1 th\u1ea5u c\u1ea3m th\u1ec3 hi\u1ec7n qua vi\u1ec7c quan t\u00e2m, ch\u0103m s\u00f3c \u0111\u1ebfn t\u1eebng c\u00e1 nh\u00e2n kh\u00e1ch h\u00e0ng. \u0110\u00e2y l\u00e0 kh\u1ea3 n\u0103ng hi\u1ec3u v\u00e0 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u \u0111\u1eb7c th\u00f9 c\u1ee7a m\u1ed7i kh\u00e1ch h\u00e0ng, t\u1ea1o c\u1ea3m gi\u00e1c h\u1ecd \u0111\u01b0\u1ee3c coi tr\u1ecdng v\u00e0 \u0111\u1ed1i x\u1eed \u0111\u1eb7c bi\u1ec7t.<\/p>\n\n\n\n

\u0110\u1ed1i v\u1edbi doanh nghi\u1ec7p Vi\u1ec7t Nam, s\u1ef1 th\u1ea5u c\u1ea3m c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n qua vi\u1ec7c nh\u00e2n vi\u00ean nh\u1edb t\u00ean kh\u00e1ch h\u00e0ng th\u00e2n thi\u1ebft, hi\u1ec3u r\u00f5 s\u1edf th\u00edch c\u00e1 nh\u00e2n v\u00e0 \u0111\u01b0a ra g\u1ee3i \u00fd h\u1ed7 tr\u1ee3 ph\u00f9 h\u1ee3p. V\u00ed d\u1ee5, m\u1ed9t nh\u00e0 h\u00e0ng ghi nh\u1edb m\u00f3n \u0103n y\u00eau th\u00edch c\u1ee7a kh\u00e1ch quen v\u00e0 ch\u1ee7 \u0111\u1ed9ng g\u1ee3i \u00fd khi h\u1ecd quay l\u1ea1i; ho\u1eb7c m\u1ed9t c\u00f4ng ty du l\u1ecbch \u0111i\u1ec1u ch\u1ec9nh l\u1ecbch tr\u00ecnh ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u c\u1ee5 th\u1ec3 c\u1ee7a t\u1eebng nh\u00f3m kh\u00e1ch.<\/p>\n\n\n\n

2.5 Responsiveness (Kh\u1ea3 n\u0103ng \u0111\u00e1p \u1ee9ng)<\/h3>\n\n\n\n

Kh\u1ea3 n\u0103ng \u0111\u00e1p \u1ee9ng l\u00e0 s\u1ef1 s\u1eb5n s\u00e0ng v\u00e0 nhanh ch\u00f3ng trong vi\u1ec7c gi\u00fap \u0111\u1ee1 kh\u00e1ch h\u00e0ng, cung c\u1ea5p d\u1ecbch v\u1ee5 k\u1ecbp th\u1eddi. \u0110i\u1ec1u n\u00e0y gi\u00fap kh\u00e1ch h\u00e0ng c\u1ea3m nh\u1eadn r\u00f5 th\u00e1i \u0111\u1ed9 t\u00edch c\u1ef1c v\u00e0 mong mu\u1ed1n ph\u1ee5c v\u1ee5 c\u1ee7a doanh nghi\u1ec7p.<\/p>\n\n\n\n

T\u1ea1i Vi\u1ec7t Nam, kh\u1ea3 n\u0103ng \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 cao trong nhi\u1ec1u ng\u00e0nh d\u1ecbch v\u1ee5, \u0111\u1eb7c bi\u1ec7t l\u00e0 d\u1ecbch v\u1ee5 vi\u1ec5n th\u00f4ng v\u00e0 h\u1ed7 tr\u1ee3 k\u1ef9 thu\u1eadt. V\u00ed d\u1ee5, c\u00e1c c\u00f4ng ty vi\u1ec5n th\u00f4ng nh\u01b0 Viettel, VNPT c\u1ea1nh tranh b\u1eb1ng d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng 24\/7, th\u1eddi gian ph\u1ea3n h\u1ed3i v\u00e0 x\u1eed l\u00fd s\u1ef1 c\u1ed1 nhanh ch\u00f3ng; c\u00e1c s\u00e0n th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed nh\u01b0 Shopee, Tiki \u0111\u1ea7u t\u01b0 v\u00e0o h\u1ec7 th\u1ed1ng chat tr\u1ef1c tuy\u1ebfn \u0111\u1ec3 gi\u1ea3i \u0111\u00e1p th\u1eafc m\u1eafc c\u1ee7a kh\u00e1ch h\u00e0ng trong th\u1eddi gian th\u1ef1c.<\/p>\n\n\n

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C\u1ea5u th\u00e0nh ch\u00ednh c\u1ee7a SERVQUAL: 5 chi\u1ec1u RATER<\/em><\/figcaption><\/figure><\/div>\n\n\n

D\u01b0\u1edbi \u0111\u00e2y l\u00e0 b\u1ea3ng t\u1ed5ng h\u1ee3p 5 chi\u1ec1u RATER c\u00f9ng v\u00ed d\u1ee5 c\u1ee5 th\u1ec3 trong m\u00f4i tr\u01b0\u1eddng doanh nghi\u1ec7p Vi\u1ec7t Nam:<\/p>\n\n\n\n

Chi\u1ec1u RATER<\/strong><\/td>\u0110\u1ecbnh ngh\u0129a<\/strong><\/td>V\u00ed d\u1ee5 t\u1ea1i doanh nghi\u1ec7p Vi\u1ec7t Nam<\/strong><\/td><\/tr>
Reliability (\u0110\u1ed9 tin c\u1eady)<\/strong><\/td>Kh\u1ea3 n\u0103ng th\u1ef1c hi\u1ec7n d\u1ecbch v\u1ee5 ch\u00ednh x\u00e1c, \u0111\u00fang h\u1eb9n v\u00e0 nh\u1ea5t qu\u00e1n<\/td>Ng\u00e2n h\u00e0ng th\u1ef1c hi\u1ec7n giao d\u1ecbch ch\u00ednh x\u00e1c; c\u00f4ng ty v\u1eadn chuy\u1ec3n giao h\u00e0ng \u0111\u00fang h\u1eb9n<\/td><\/tr>
Assurance (S\u1ef1 \u0111\u1ea3m b\u1ea3o)<\/strong><\/td>Ki\u1ebfn th\u1ee9c, l\u1ecbch s\u1ef1 v\u00e0 kh\u1ea3 n\u0103ng truy\u1ec1n t\u1ea3i ni\u1ec1m tin<\/td>B\u00e1c s\u0129 gi\u1ea3i th\u00edch r\u00f5 r\u00e0ng v\u1ec1 t\u00ecnh tr\u1ea1ng b\u1ec7nh; nh\u00e2n vi\u00ean t\u01b0 v\u1ea5n t\u00e0i ch\u00ednh hi\u1ec3u r\u00f5 s\u1ea3n ph\u1ea9m<\/td><\/tr>
Tangibles (Y\u1ebfu t\u1ed1 h\u1eefu h\u00ecnh)<\/strong><\/td>C\u01a1 s\u1edf v\u1eadt ch\u1ea5t, thi\u1ebft b\u1ecb v\u00e0 ngo\u1ea1i h\u00ecnh nh\u00e2n vi\u00ean<\/td>Kh\u00e1ch s\u1ea1n c\u00f3 kh\u00f4ng gian sang tr\u1ecdng; ng\u00e2n h\u00e0ng c\u00f3 ph\u00f2ng giao d\u1ecbch hi\u1ec7n \u0111\u1ea1i, nh\u00e2n vi\u00ean \u0103n m\u1eb7c ch\u1ec9n chu<\/td><\/tr>
Empathy (S\u1ef1 th\u1ea5u c\u1ea3m)<\/strong><\/td>S\u1ef1 quan t\u00e2m, ch\u0103m s\u00f3c c\u00e1 nh\u00e2n<\/td>Nh\u00e0 h\u00e0ng ghi nh\u1edb m\u00f3n \u0103n y\u00eau th\u00edch c\u1ee7a kh\u00e1ch quen; c\u00f4ng ty du l\u1ecbch \u0111i\u1ec1u ch\u1ec9nh l\u1ecbch tr\u00ecnh theo nhu c\u1ea7u c\u1ee5 th\u1ec3<\/td><\/tr>
Responsiveness (Kh\u1ea3 n\u0103ng \u0111\u00e1p \u1ee9ng)<\/strong><\/td>S\u1eb5n s\u00e0ng gi\u00fap \u0111\u1ee1 v\u00e0 ph\u1ee5c v\u1ee5 nhanh ch\u00f3ng<\/td>C\u00f4ng ty vi\u1ec5n th\u00f4ng c\u00f3 d\u1ecbch v\u1ee5 h\u1ed7 tr\u1ee3 24\/7; s\u00e0n TM\u0110T c\u00f3 h\u1ec7 th\u1ed1ng chat tr\u1ef1c tuy\u1ebfn<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

3. H\u01b0\u1edbng d\u1eabn \u00e1p d\u1ee5ng m\u00f4 h\u00ecnh SERVQUAL<\/h2>\n\n\n\n

Vi\u1ec7c tri\u1ec3n khai m\u00f4 h\u00ecnh SERVQUAL \u0111\u00f2i h\u1ecfi m\u1ed9t quy tr\u00ecnh c\u00f3 h\u1ec7 th\u1ed1ng v\u00e0 c\u00e1c c\u00f4ng c\u1ee5 \u0111\u00e1nh gi\u00e1 ph\u00f9 h\u1ee3p. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 h\u01b0\u1edbng d\u1eabn chi ti\u1ebft gi\u00fap doanh nghi\u1ec7p \u00e1p d\u1ee5ng hi\u1ec7u qu\u1ea3 m\u00f4 h\u00ecnh n\u00e0y.<\/p>\n\n\n\n

3.1 Quy tr\u00ecnh \u00e1p d\u1ee5ng SERVQUAL<\/h3>\n\n\n\n

\u0110\u1ec3 \u00e1p d\u1ee5ng SERVQUAL m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3, doanh nghi\u1ec7p c\u1ea7n tu\u00e2n theo quy tr\u00ecnh 10 b\u01b0\u1edbc nh\u01b0 sau:<\/p>\n\n\n\n

B\u01b0\u1edbc 1: X\u00e1c \u0111\u1ecbnh nhu c\u1ea7u v\u00e0 m\u1ee5c ti\u00eau \u0111\u00e1nh gi\u00e1 ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5<\/strong><\/p>\n\n\n\n

Tr\u01b0\u1edbc khi b\u1eaft \u0111\u1ea7u, doanh nghi\u1ec7p c\u1ea7n x\u00e1c \u0111\u1ecbnh r\u00f5 l\u00fd do v\u00e0 m\u1ee5c ti\u00eau c\u1ee7a vi\u1ec7c \u0111\u00e1nh gi\u00e1 ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5; \u0111\u00f3 c\u00f3 th\u1ec3 l\u00e0 \u0111\u1ec3 c\u1ea3i thi\u1ec7n s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng<\/a>, ph\u00e1t hi\u1ec7n \u0111i\u1ec3m y\u1ebfu trong d\u1ecbch v\u1ee5, hay n\u00e2ng cao l\u1ee3i th\u1ebf c\u1ea1nh tranh. M\u1ee5c ti\u00eau c\u00e0ng r\u00f5 r\u00e0ng th\u00ec c\u00e0ng gi\u00fap \u00edch cho vi\u1ec7c \u0111\u1ecbnh h\u01b0\u1edbng cho to\u00e0n b\u1ed9 qu\u00e1 tr\u00ecnh sau n\u00e0y.<\/p>\n\n\n\n

B\u01b0\u1edbc 2: Th\u00e0nh l\u1eadp b\u1ed9 ph\u1eadn chuy\u00ean tr\u00e1ch<\/strong><\/p>\n\n\n\n

\u0110\u1ec3 \u0111\u1ea3m b\u1ea3o vi\u1ec7c tri\u1ec3n khai \u0111\u01b0\u1ee3c b\u00e0i b\u1ea3n, doanh nghi\u1ec7p n\u00ean th\u00e0nh l\u1eadp m\u1ed9t nh\u00f3m chuy\u00ean tr\u00e1ch g\u1ed3m c\u00e1c th\u00e0nh vi\u00ean am hi\u1ec3u v\u1ec1 d\u1ecbch v\u1ee5, c\u00f3 k\u1ef9 n\u0103ng ph\u00e2n t\u00edch d\u1eef li\u1ec7u v\u00e0 hi\u1ec3u r\u00f5 v\u1ec1 m\u00f4 h\u00ecnh SERVQUAL. Nh\u00f3m n\u00e0y s\u1ebd ch\u1ecbu tr\u00e1ch nhi\u1ec7m xuy\u00ean su\u1ed1t t\u1eeb thi\u1ebft k\u1ebf b\u1ea3ng h\u1ecfi \u0111\u1ebfn ph\u00e2n t\u00edch k\u1ebft qu\u1ea3.<\/p>\n\n\n\n

B\u01b0\u1edbc 3: X\u00e1c \u0111\u1ecbnh \u0111\u1ed1i t\u01b0\u1ee3ng v\u00e0 d\u1ecbch v\u1ee5 c\u1ea7n \u0111\u00e1nh gi\u00e1<\/strong><\/p>\n\n\n\n

Doanh nghi\u1ec7p c\u1ea7n x\u00e1c \u0111\u1ecbnh r\u00f5 \u0111\u1ed1i t\u01b0\u1ee3ng kh\u1ea3o s\u00e1t (kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i, ti\u1ec1m n\u0103ng hay \u0111\u00e3 ng\u1eebng s\u1eed d\u1ee5ng d\u1ecbch v\u1ee5) v\u00e0 lo\u1ea1i d\u1ecbch v\u1ee5 c\u1ee5 th\u1ec3 c\u1ea7n \u0111\u00e1nh gi\u00e1. V\u00ed d\u1ee5, m\u1ed9t ng\u00e2n h\u00e0ng c\u00f3 th\u1ec3 t\u1eadp trung v\u00e0o d\u1ecbch v\u1ee5 th\u1ebb t\u00edn d\u1ee5ng, vay v\u1ed1n ho\u1eb7c t\u00e0i kho\u1ea3n thanh to\u00e1n.<\/p>\n\n\n\n

B\u01b0\u1edbc 4: X\u00e2y d\u1ef1ng b\u1ea3ng h\u1ecfi chu\u1ea9n h\u00f3a<\/strong><\/p>\n\n\n\n

D\u1ef1a tr\u00ean 5 chi\u1ec1u RATER, doanh nghi\u1ec7p s\u1ebd x\u00e2y d\u1ef1ng b\u1ea3ng c\u00e2u h\u1ecfi \u0111\u00e1nh gi\u00e1 c\u1ea3 k\u1ef3 v\u1ecdng v\u00e0 c\u1ea3m nh\u1eadn th\u1ef1c t\u1ebf c\u1ee7a kh\u00e1ch h\u00e0ng. B\u1ea3ng c\u00e2u h\u1ecfi c\u1ea7n \u0111\u01b0\u1ee3c \u0111i\u1ec1u ch\u1ec9nh ph\u00f9 h\u1ee3p v\u1edbi \u0111\u1eb7c th\u00f9 ng\u00e0nh ngh\u1ec1 v\u00e0 v\u0103n h\u00f3a Vi\u1ec7t Nam, \u0111\u1ed3ng th\u1eddi \u0111\u1ea3m b\u1ea3o t\u00ednh r\u00f5 r\u00e0ng, d\u1ec5 hi\u1ec3u.<\/p>\n\n\n\n

B\u01b0\u1edbc 5: Thu th\u1eadp d\u1eef li\u1ec7u<\/strong><\/p>\n\n\n\n

Ti\u1ebfn h\u00e0nh kh\u1ea3o s\u00e1t th\u00f4ng qua c\u00e1c k\u00eanh nh\u01b0 ph\u1ecfng v\u1ea5n tr\u1ef1c ti\u1ebfp, g\u1ecdi \u0111i\u1ec7n tho\u1ea1i, g\u1eedi email, ho\u1eb7c th\u00f4ng qua c\u00e1c n\u1ec1n t\u1ea3ng kh\u1ea3o s\u00e1t tr\u1ef1c tuy\u1ebfn. C\u1ea7n \u0111\u1ea3m b\u1ea3o m\u1eabu kh\u1ea3o s\u00e1t \u0111\u1ee7 l\u1edbn v\u00e0 c\u00f3 \u0111\u1ee7 l\u1ef1a ch\u1ecdn \u0111\u1ea1i di\u1ec7n \u0111\u1ec3 k\u1ebft qu\u1ea3 c\u00f3 \u0111\u1ed9 tin c\u1eady cao.<\/p>\n\n\n\n

B\u01b0\u1edbc 6: T\u1ed5ng h\u1ee3p, x\u1eed l\u00fd d\u1eef li\u1ec7u<\/strong><\/p>\n\n\n\n

Sau khi thu th\u1eadp, d\u1eef li\u1ec7u c\u1ea7n \u0111\u01b0\u1ee3c t\u1ed5ng h\u1ee3p v\u00e0 t\u00ednh to\u00e1n \u0111i\u1ec3m s\u1ed1 ch\u00eanh l\u1ec7ch gi\u1eefa c\u1ea3m nh\u1eadn (P – Perception) v\u00e0 k\u1ef3 v\u1ecdng (E – Expectation) cho t\u1eebng ti\u00eau ch\u00ed v\u00e0 t\u1eebng chi\u1ec1u. C\u00f4ng th\u1ee9c c\u01a1 b\u1ea3n l\u00e0 Q = P – E; trong \u0111\u00f3 Q l\u00e0 ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5.<\/p>\n\n\n\n

B\u01b0\u1edbc 7: X\u00e1c \u0111\u1ecbnh c\u00e1c kho\u1ea3ng c\u00e1ch ch\u1ea5t l\u01b0\u1ee3ng<\/strong><\/p>\n\n\n\n

Ph\u00e2n t\u00edch k\u1ebft qu\u1ea3 \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh c\u00e1c kho\u1ea3ng c\u00e1ch trong ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5, c\u00f3 th\u1ec3 bao g\u1ed3m:<\/p>\n\n\n\n

– Kho\u1ea3ng c\u00e1ch 1: Gi\u1eefa k\u1ef3 v\u1ecdng c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 nh\u1eadn th\u1ee9c c\u1ee7a nh\u00e0 qu\u1ea3n l\u00fd<\/p>\n\n\n\n

– Kho\u1ea3ng c\u00e1ch 2: Gi\u1eefa nh\u1eadn th\u1ee9c c\u1ee7a nh\u00e0 qu\u1ea3n l\u00fd v\u00e0 ti\u00eau chu\u1ea9n ch\u1ea5t l\u01b0\u1ee3ng<\/p>\n\n\n\n

– Kho\u1ea3ng c\u00e1ch 3: Gi\u1eefa ti\u00eau chu\u1ea9n ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 d\u1ecbch v\u1ee5 th\u1ef1c t\u1ebf cung c\u1ea5p<\/p>\n\n\n\n

– Kho\u1ea3ng c\u00e1ch 4: Gi\u1eefa d\u1ecbch v\u1ee5 cung c\u1ea5p v\u00e0 truy\u1ec1n th\u00f4ng b\u00ean ngo\u00e0i<\/p>\n\n\n\n

– Kho\u1ea3ng c\u00e1ch 5: Gi\u1eefa d\u1ecbch v\u1ee5 k\u1ef3 v\u1ecdng v\u00e0 d\u1ecbch v\u1ee5 c\u1ea3m nh\u1eadn<\/p>\n\n\n\n

B\u01b0\u1edbc 8: \u0110\u00e1nh gi\u00e1 \u0111i\u1ec3m m\u1ea1nh, \u0111i\u1ec3m y\u1ebfu<\/strong><\/p>\n\n\n\n

D\u1ef1a tr\u00ean k\u1ebft qu\u1ea3 ph\u00e2n t\u00edch, doanh nghi\u1ec7p c\u1ea7n x\u00e1c \u0111\u1ecbnh r\u00f5 nh\u1eefng y\u1ebfu t\u1ed1 d\u1ecbch v\u1ee5 v\u01b0\u1ee3t k\u1ef3 v\u1ecdng (\u0111i\u1ec3m m\u1ea1nh) v\u00e0 nh\u1eefng y\u1ebfu t\u1ed1 h\u1ee5t k\u1ef3 v\u1ecdng (\u0111i\u1ec3m y\u1ebfu). T\u1eeb \u0111\u00f3, doanh nghi\u1ec7p s\u1ebd bi\u1ebft \u0111\u01b0\u1ee3c \u0111\u00e2u l\u00e0 \u0111i\u1ec3m c\u1ea7n duy tr\u00ec v\u00e0 \u0111\u00e2u l\u00e0 \u0111i\u1ec3m c\u1ea7n c\u1ea3i thi\u1ec7n.<\/p>\n\n\n\n

B\u01b0\u1edbc 9: \u0110\u1ec1 xu\u1ea5t c\u00e1c bi\u1ec7n ph\u00e1p c\u1ea3i ti\u1ebfn<\/strong><\/p>\n\n\n\n

T\u1eeb vi\u1ec7c ph\u00e2n t\u00edch \u0111i\u1ec3m m\u1ea1nh, \u0111i\u1ec3m y\u1ebfu, doanh nghi\u1ec7p s\u1ebd \u0111\u1ec1 xu\u1ea5t c\u00e1c gi\u1ea3i ph\u00e1p c\u1ee5 th\u1ec3 \u0111\u1ec3 c\u1ea3i thi\u1ec7n ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5. C\u00e1c gi\u1ea3i ph\u00e1p n\u00e0y c\u1ea7n kh\u1ea3 thi, ph\u00f9 h\u1ee3p v\u1edbi ngu\u1ed3n l\u1ef1c c\u1ee7a t\u1ed5 ch\u1ee9c v\u00e0 h\u01b0\u1edbng \u0111\u1ebfn vi\u1ec7c thu h\u1eb9p kho\u1ea3ng c\u00e1ch gi\u1eefa k\u1ef3 v\u1ecdng v\u00e0 c\u1ea3m nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

B\u01b0\u1edbc 10: Theo d\u00f5i, \u0111\u00e1nh gi\u00e1 l\u1ea1i \u0111\u1ecbnh k\u1ef3<\/strong><\/p>\n\n\n\n

Ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 kh\u00f4ng ph\u1ea3i l\u00e0 \u0111\u00edch \u0111\u1ebfn c\u1ed1 \u0111\u1ecbnh m\u00e0 l\u00e0 m\u1ed9t h\u00e0nh tr\u00ecnh li\u00ean t\u1ee5c. V\u00ec v\u1eady, doanh nghi\u1ec7p c\u1ea7n ti\u1ebfn h\u00e0nh \u0111\u00e1nh gi\u00e1 \u0111\u1ecbnh k\u1ef3 (3-6 th\u00e1ng\/l\u1ea7n) \u0111\u1ec3 theo d\u00f5i hi\u1ec7u qu\u1ea3 c\u1ee7a c\u00e1c bi\u1ec7n ph\u00e1p c\u1ea3i ti\u1ebfn v\u00e0 k\u1ecbp th\u1eddi tinh ch\u1ec9nh n\u1ebfu c\u1ea7n.<\/p>\n\n\n

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\"\u00c1p
\u00c1p d\u1ee5ng m\u00f4 h\u00ecnh SERVQUAL<\/em><\/figcaption><\/figure><\/div>\n\n\n

3.2 B\u1ea3ng c\u00e2u h\u1ecfi m\u1eabu SERVQUAL<\/h3>\n\n\n\n

B\u1ea3ng c\u00e2u h\u1ecfi SERVQUAL \u0111i\u1ec3n h\u00ecnh g\u1ed3m hai ph\u1ea7n ch\u00ednh: \u0111\u00e1nh gi\u00e1 k\u1ef3 v\u1ecdng v\u00e0 \u0111\u00e1nh gi\u00e1 c\u1ea3m nh\u1eadn th\u1ef1c t\u1ebf. M\u1ed7i ph\u1ea7n th\u01b0\u1eddng c\u00f3 22 c\u00e2u h\u1ecfi d\u1ef1a tr\u00ean 5 chi\u1ec1u RATER, s\u1eed d\u1ee5ng thang \u0111o Likert t\u1eeb 1 (ho\u00e0n to\u00e0n kh\u00f4ng \u0111\u1ed3ng \u00fd) \u0111\u1ebfn 5 (ho\u00e0n to\u00e0n \u0111\u1ed3ng \u00fd).<\/p>\n\n\n\n

D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 c\u00e2u h\u1ecfi m\u1eabu cho t\u1eebng chi\u1ec1u:<\/p>\n\n\n\n

Reliability (\u0110\u1ed9 tin c\u1eady):<\/strong><\/p>\n\n\n\n

– K\u1ef3 v\u1ecdng: “M\u1ed9t doanh nghi\u1ec7p xu\u1ea5t s\u1eafc s\u1ebd th\u1ef1c hi\u1ec7n d\u1ecbch v\u1ee5 \u0111\u00fang ngay t\u1eeb l\u1ea7n \u0111\u1ea7u ti\u00ean.”<\/p>\n\n\n\n

– C\u1ea3m nh\u1eadn: “C\u00f4ng ty X th\u1ef1c hi\u1ec7n d\u1ecbch v\u1ee5 \u0111\u00fang ngay t\u1eeb l\u1ea7n \u0111\u1ea7u ti\u00ean.”<\/p>\n\n\n\n

Assurance (S\u1ef1 \u0111\u1ea3m b\u1ea3o):<\/strong><\/p>\n\n\n\n

– K\u1ef3 v\u1ecdng: “Nh\u00e2n vi\u00ean c\u1ee7a m\u1ed9t doanh nghi\u1ec7p xu\u1ea5t s\u1eafc s\u1ebd lu\u00f4n l\u1ecbch s\u1ef1 v\u1edbi kh\u00e1ch h\u00e0ng.”<\/p>\n\n\n\n

– C\u1ea3m nh\u1eadn: “Nh\u00e2n vi\u00ean c\u1ee7a c\u00f4ng ty X lu\u00f4n l\u1ecbch s\u1ef1 v\u1edbi t\u00f4i.”<\/p>\n\n\n\n

Tangibles (Y\u1ebfu t\u1ed1 h\u1eefu h\u00ecnh):<\/strong><\/p>\n\n\n\n

– K\u1ef3 v\u1ecdng: “M\u1ed9t doanh nghi\u1ec7p xu\u1ea5t s\u1eafc s\u1ebd c\u00f3 thi\u1ebft b\u1ecb hi\u1ec7n \u0111\u1ea1i.”<\/p>\n\n\n\n

– C\u1ea3m nh\u1eadn: “C\u00f4ng ty X c\u00f3 thi\u1ebft b\u1ecb hi\u1ec7n \u0111\u1ea1i.”<\/p>\n\n\n\n

Empathy (S\u1ef1 th\u1ea5u c\u1ea3m):<\/strong><\/p>\n\n\n\n

– K\u1ef3 v\u1ecdng: “M\u1ed9t doanh nghi\u1ec7p xu\u1ea5t s\u1eafc s\u1ebd hi\u1ec3u r\u00f5 nhu c\u1ea7u c\u1ee5 th\u1ec3 c\u1ee7a kh\u00e1ch h\u00e0ng.”<\/p>\n\n\n\n

– C\u1ea3m nh\u1eadn: “C\u00f4ng ty X hi\u1ec3u r\u00f5 nhu c\u1ea7u c\u00e1 nh\u00e2n c\u1ee7a t\u00f4i.”<\/p>\n\n\n\n

Responsiveness (Kh\u1ea3 n\u0103ng \u0111\u00e1p \u1ee9ng):<\/strong><\/p>\n\n\n\n

– K\u1ef3 v\u1ecdng: “Nh\u00e2n vi\u00ean c\u1ee7a m\u1ed9t doanh nghi\u1ec7p xu\u1ea5t s\u1eafc s\u1ebd lu\u00f4n s\u1eb5n s\u00e0ng gi\u00fap \u0111\u1ee1 kh\u00e1ch h\u00e0ng.”<\/p>\n\n\n\n

– C\u1ea3m nh\u1eadn: “Nh\u00e2n vi\u00ean c\u1ee7a c\u00f4ng ty X lu\u00f4n s\u1eb5n s\u00e0ng gi\u00fap \u0111\u1ee1 t\u00f4i.”<\/p>\n\n\n\n

Sau khi thu th\u1eadp d\u1eef li\u1ec7u, doanh nghi\u1ec7p s\u1ebd th\u1ef1c hi\u1ec7n t\u00ednh to\u00e1n ch\u00eanh l\u1ec7ch gi\u1eefa \u0111i\u1ec3m c\u1ea3m nh\u1eadn v\u00e0 \u0111i\u1ec3m k\u1ef3 v\u1ecdng cho m\u1ed7i c\u00e2u h\u1ecfi, sau \u0111\u00f3 t\u00ednh trung b\u00ecnh cho m\u1ed7i chi\u1ec1u RATER. K\u1ebft qu\u1ea3 n\u00e0y cho ph\u00e9p x\u00e1c \u0111\u1ecbnh nh\u1eefng l\u0129nh v\u1ef1c c\u1ee5 th\u1ec3 c\u1ea7n c\u1ea3i ti\u1ebfn.<\/p>\n\n\n\n

\u0110\u1ecdc th\u00eam:<\/strong> Ngh\u1ec7 thu\u1eadt n\u1eafm b\u1eaft t\u00e2m l\u00fd kh\u00e1ch h\u00e0ng khi mua h\u00e0ng \u0111\u1ec9nh cao<\/a><\/p>\n\n\n\n

4. \u1ee8ng d\u1ee5ng th\u1ef1c ti\u1ec5n v\u00e0 Case Study ti\u00eau bi\u1ec3u<\/h2>\n\n\n\n

M\u00f4 h\u00ecnh SERVQUAL \u0111\u00e3 \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng th\u00e0nh c\u00f4ng trong nhi\u1ec1u l\u0129nh v\u1ef1c t\u1ea1i Vi\u1ec7t Nam, mang l\u1ea1i nh\u1eefng c\u1ea3i thi\u1ec7n \u0111\u00e1ng k\u1ec3 v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 v\u00e0 s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng. Sau \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh v\u1ec1 vi\u1ec7c \u1ee9ng d\u1ee5ng SERVQUAL trong c\u00e1c ng\u00e0nh kh\u00e1c nhau.<\/p>\n\n\n\n

4.1 Ng\u00e0nh Ng\u00e2n h\u00e0ng – Case Study: Ng\u00e2n h\u00e0ng TMCP \u0110\u1ea7u t\u01b0 v\u00e0 Ph\u00e1t tri\u1ec3n Vi\u1ec7t Nam (BIDV)<\/h3>\n\n\n\n

BIDV \u0111\u00e3 tri\u1ec3n khai m\u00f4 h\u00ecnh SERVQUAL \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 t\u1ea1i c\u00e1c \u0111i\u1ec3m giao d\u1ecbch tr\u00ean to\u00e0n qu\u1ed1c. Qua kh\u1ea3o s\u00e1t h\u00e0ng ng\u00e0n kh\u00e1ch h\u00e0ng, ng\u00e2n h\u00e0ng ph\u00e1t hi\u1ec7n r\u1eb1ng m\u1eb7c d\u00f9 kh\u00e1ch h\u00e0ng \u0111\u00e1nh gi\u00e1 cao v\u1ec1 “S\u1ef1 \u0111\u1ea3m b\u1ea3o” (ki\u1ebfn th\u1ee9c, th\u00e1i \u0111\u1ed9 c\u1ee7a nh\u00e2n vi\u00ean) v\u00e0 “Y\u1ebfu t\u1ed1 h\u1eefu h\u00ecnh” (c\u01a1 s\u1edf v\u1eadt ch\u1ea5t hi\u1ec7n \u0111\u1ea1i), nh\u01b0ng c\u00f2n t\u1ed3n t\u1ea1i kho\u1ea3ng c\u00e1ch \u0111\u00e1ng k\u1ec3 \u1edf chi\u1ec1u “Kh\u1ea3 n\u0103ng \u0111\u00e1p \u1ee9ng” v\u00e0 “\u0110\u1ed9 tin c\u1eady”, \u0111\u1eb7c bi\u1ec7t l\u00e0 th\u1eddi gian ch\u1edd \u0111\u1ee3i t\u1ea1i qu\u1ea7y v\u00e0 \u0111\u1ed9 ch\u00ednh x\u00e1c c\u1ee7a c\u00e1c giao d\u1ecbch ph\u1ee9c t\u1ea1p.<\/p>\n\n\n\n

T\u1eeb k\u1ebft qu\u1ea3 n\u00e0y, BIDV \u0111\u00e3 tri\u1ec3n khai nhi\u1ec1u bi\u1ec7n ph\u00e1p c\u1ea3i ti\u1ebfn nh\u01b0:<\/p>\n\n\n\n

– T\u00e1i c\u1ea5u tr\u00fac quy tr\u00ecnh giao d\u1ecbch, gi\u1ea3m thi\u1ec3u th\u1ee7 t\u1ee5c v\u00e0 th\u1eddi gian x\u1eed l\u00fd giao d\u1ecbch<\/p>\n\n\n\n

– \u00c1p d\u1ee5ng h\u1ec7 th\u1ed1ng x\u1ebfp h\u00e0ng t\u1ef1 \u0111\u1ed9ng v\u00e0 ph\u00e2n lu\u1ed3ng kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch khoa h\u1ecdc<\/p>\n\n\n\n

– \u0110\u00e0o t\u1ea1o chuy\u00ean s\u00e2u cho nh\u00e2n vi\u00ean v\u1ec1 c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi v\u00e0 ph\u1ee9c t\u1ea1p<\/p>\n\n\n\n

– Tri\u1ec3n khai h\u1ec7 th\u1ed1ng ki\u1ec3m tra ch\u00e9o \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o \u0111\u1ed9 ch\u00ednh x\u00e1c c\u1ee7a giao d\u1ecbch<\/p>\n\n\n\n

Sau 6 th\u00e1ng, cu\u1ed9c kh\u1ea3o s\u00e1t l\u1eb7p l\u1ea1i cho th\u1ea5y kho\u1ea3ng c\u00e1ch gi\u1eefa k\u1ef3 v\u1ecdng v\u00e0 c\u1ea3m nh\u1eadn \u0111\u00e3 thu h\u1eb9p \u0111\u00e1ng k\u1ec3, v\u1edbi h\u1ea7u h\u1ebft kh\u00e1ch h\u00e0ng b\u00e0y t\u1ecf s\u1ef1 h\u00e0i l\u00f2ng v\u1ec1 th\u1eddi gian ch\u1edd \u0111\u1ee3i, c\u0169ng nh\u01b0 \u0111\u00e1nh gi\u00e1 cao \u0111\u1ed9 ch\u00ednh x\u00e1c c\u1ee7a c\u00e1c giao d\u1ecbch.<\/p>\n\n\n\n

4.2 Ng\u00e0nh Kh\u00e1ch s\u1ea1n – Case Study: Vinpearl Resort & Spa Nha Trang<\/h3>\n\n\n\n

Vinpearl Resort & Spa Nha Trang \u00e1p d\u1ee5ng SERVQUAL \u0111\u1ec3 n\u00e2ng cao tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng qu\u1ed1c t\u1ebf, \u0111\u1eb7c bi\u1ec7t l\u00e0 du kh\u00e1ch t\u1eeb Ch\u00e2u \u00c2u, B\u1eafc M\u1ef9 v\u00e0 \u0110\u00f4ng B\u1eafc \u00c1. Kh\u1ea3o s\u00e1t ban \u0111\u1ea7u cho th\u1ea5y du kh\u00e1ch r\u1ea5t \u1ea5n t\u01b0\u1ee3ng v\u1edbi “Y\u1ebfu t\u1ed1 h\u1eefu h\u00ecnh” (c\u01a1 s\u1edf v\u1eadt ch\u1ea5t sang tr\u1ecdng, v\u1ecb tr\u00ed \u0111\u1eb9p) nh\u01b0ng c\u00f2n kho\u1ea3ng c\u00e1ch l\u1edbn v\u1ec1 “S\u1ef1 th\u1ea5u c\u1ea3m” v\u00e0 “Kh\u1ea3 n\u0103ng \u0111\u00e1p \u1ee9ng”, ch\u1ee7 y\u1ebfu do r\u00e0o c\u1ea3n ng\u00f4n ng\u1eef v\u00e0 s\u1ef1 hi\u1ec3u bi\u1ebft v\u1ec1 v\u0103n h\u00f3a.<\/p>\n\n\n\n

Kh\u00e1ch s\u1ea1n \u0111\u00e3 tri\u1ec3n khai c\u00e1c gi\u1ea3i ph\u00e1p sau:<\/p>\n\n\n\n

– T\u1ed5 ch\u1ee9c c\u00e1c kh\u00f3a \u0111\u00e0o t\u1ea1o ngo\u1ea1i ng\u1eef chuy\u00ean s\u00e2u cho nh\u00e2n vi\u00ean ti\u1ebfp x\u00fac tr\u1ef1c ti\u1ebfp v\u1edbi kh\u00e1ch<\/p>\n\n\n\n

– Ph\u00e1t tri\u1ec3n ch\u01b0\u01a1ng tr\u00ecnh \u0111\u00e0o t\u1ea1o v\u1ec1 v\u0103n h\u00f3a c\u1ee7a c\u00e1c th\u1ecb tr\u01b0\u1eddng kh\u00e1ch h\u00e0ng ch\u00ednh<\/p>\n\n\n\n

– \u0110i\u1ec1u ch\u1ec9nh menu, d\u1ecbch v\u1ee5 ph\u00f2ng v\u00e0 c\u00e1c ti\u1ec7n \u00edch \u0111\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi th\u00f3i quen c\u1ee7a t\u1eebng nh\u00f3m kh\u00e1ch h\u00e0ng<\/p>\n\n\n\n

– Thi\u1ebft l\u1eadp h\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd th\u00f4ng tin kh\u00e1ch h\u00e0ng \u0111\u1ec3 ghi nh\u1edb s\u1edf th\u00edch c\u00e1 nh\u00e2n<\/p>\n\n\n\n

K\u1ebft qu\u1ea3 sau m\u1ed9t n\u0103m \u00e1p d\u1ee5ng, \u0111\u00e1nh gi\u00e1 v\u1ec1 “S\u1ef1 th\u1ea5u c\u1ea3m” v\u00e0 t\u1ef7 l\u1ec7 kh\u00e1ch h\u00e0ng quay l\u1ea1i \u0111\u00e3 c\u00f3 s\u1ef1 bi\u1ebfn chuy\u1ec3n r\u1ea5t t\u00edch c\u1ef1c.<\/p>\n\n\n\n

4.3 Ng\u00e0nh Vi\u1ec5n th\u00f4ng – Case Study: Viettel Telecom<\/h3>\n\n\n\n

Viettel Telecom s\u1eed d\u1ee5ng SERVQUAL \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 Internet v\u00e0 ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng. Cu\u1ed9c kh\u1ea3o s\u00e1t tr\u00ean h\u00e0ng ng\u00e0n kh\u00e1ch h\u00e0ng cho th\u1ea5y m\u1eb7c d\u00f9 “\u0110\u1ed9 tin c\u1eady” (ch\u1ea5t l\u01b0\u1ee3ng \u0111\u01b0\u1eddng truy\u1ec1n \u1ed5n \u0111\u1ecbnh) \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 cao, nh\u01b0ng “Kh\u1ea3 n\u0103ng \u0111\u00e1p \u1ee9ng” (th\u1eddi gian x\u1eed l\u00fd s\u1ef1 c\u1ed1) v\u00e0 “S\u1ef1 \u0111\u1ea3m b\u1ea3o” (ki\u1ebfn th\u1ee9c c\u1ee7a nh\u00e2n vi\u00ean h\u1ed7 tr\u1ee3 k\u1ef9 thu\u1eadt) c\u00f2n nhi\u1ec1u h\u1ea1n ch\u1ebf.<\/p>\n\n\n\n

V\u00ec v\u1eady, Viettel \u0111\u00e3 tri\u1ec3n khai c\u00e1c gi\u1ea3i ph\u00e1p:<\/p>\n\n\n\n

– T\u00e1i c\u1ea5u tr\u00fac trung t\u00e2m h\u1ed7 tr\u1ee3 k\u1ef9 thu\u1eadt, t\u0103ng c\u01b0\u1eddng nh\u00e2n s\u1ef1 tr\u1ef1c ca v\u00e0o gi\u1edd cao \u0111i\u1ec3m<\/p>\n\n\n\n

– X\u00e2y d\u1ef1ng c\u01a1 s\u1edf d\u1eef li\u1ec7u c\u00e1c l\u1ed7i ph\u1ed5 bi\u1ebfn v\u00e0 gi\u1ea3i ph\u00e1p t\u01b0\u01a1ng \u1ee9ng<\/p>\n\n\n\n

– \u0110\u00e0o t\u1ea1o chuy\u00ean s\u00e2u cho nh\u00e2n vi\u00ean k\u1ef9 thu\u1eadt v\u1ec1 s\u1ea3n ph\u1ea9m m\u1edbi v\u00e0 k\u1ef9 n\u0103ng x\u1eed l\u00fd s\u1ef1 c\u1ed1<\/p>\n\n\n\n

– Ph\u00e1t tri\u1ec3n \u1ee9ng d\u1ee5ng t\u1ef1 ch\u1ea9n \u0111o\u00e1n v\u00e0 kh\u1eafc ph\u1ee5c s\u1ef1 c\u1ed1 cho kh\u00e1ch h\u00e0ng<\/p>\n\n\n\n

Sau 9 th\u00e1ng, th\u1eddi gian trung b\u00ecnh \u0111\u1ec3 x\u1eed l\u00fd s\u1ef1 c\u1ed1 ch\u1ec9 c\u00f2n kho\u1ea3ng \u2153 th\u1eddi gian tr\u01b0\u1edbc \u0111\u00f3, t\u1ef7 l\u1ec7 s\u1ef1 c\u1ed1 \u0111\u01b0\u1ee3c gi\u1ea3i quy\u1ebft ngay l\u1ea7n \u0111\u1ea7u v\u00e0 m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 d\u1ecbch v\u1ee5 k\u1ef9 thu\u1eadt c\u0169ng t\u0103ng l\u00ean \u0111\u00e1ng k\u1ec3.<\/p>\n\n\n\n

4.4 B\u00e0i h\u1ecdc t\u1eeb c\u00e1c tr\u01b0\u1eddng h\u1ee3p \u00e1p d\u1ee5ng th\u00e0nh c\u00f4ng SERVQUAL<\/h3>\n\n\n\n

Qua c\u00e1c case study tr\u00ean, ch\u00fang ta c\u00f3 th\u1ec3 r\u00fat ra m\u1ed9t s\u1ed1 b\u00e0i h\u1ecdc quan tr\u1ecdng nh\u01b0:<\/p>\n\n\n\n