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gxwcMcceacfteflg^w

NGHIEN

Cufu &

TRAO DOI

<i>rf 9 </i>

<b>CAC NHAN TO ANH HI/0NG DEN LONG TRUNG THANH </b>

<b>CUA KHACH HANG i THANH PHO CAN TH0 </b>

<b>DOI VQfl DICH VU THONG TIN Dl DONG </b>

<b>PGS.TS. TRaONG DONG LOC & ThS. sCf QUANG THAI* </b>

<i>Muc tieu chinh cUa nghien cUu ndy Id do lUdng cdc nhdn to' dnh hUdng den long </i>
<i>trung thdnh cUa khdch hdng d thdnh pho Cdn The/ doi vdi dich vu thong tin di dong. </i>
<i>So lieu sU dung cho nghien cUu dUgtc thu thdp tU mot cugc dieu tra bdng bdng cdu hoi </i>
<i>vdi mdu khdo sdt Id 776 (ngUdi). SU dung phUctng phdp phdn tich he so tin cdy Cronbach </i>
<i>alpha vd phdn tich nhdn to EFA, tU 21 bien so ban ddu chung toi dd chon dUcic 16 bien </i>
<i>so de nhom lai thdnh 5 nhdn to chung sH dung cho mo hinh phdn tich hoi quy. Ket qud </i>
<i>phdn tich hoi quy chi ra rang "chi phi chuyen mang", "sU thudn tien" vd "chdt lUcfng </i>

<i>cuoc goi" Id cdc nhdn td co dnh hUdng den long trung thdnh cUa khdch hdng khi sH </i>
<i>dung dich vu thong tin di dgng. </i>

<b>1. S ^ tiii$u </b>

Trong nhdng ndm g i n day, thi trUdng v i l n
thong VN da cd nhdng bude tien vUgt bac, hd trg
dae lUc cho sU phdt trien cda n l n kinh te nUdc
nhd. Cung vdi sU phat trien ciia thi trUdng thdng
tin di dgng thi canh tranh giufa cdc nhd cung cap
ngdy cdng manh me do sU ra ddi cua cdc mang di
ddng mdi trong nhdng ndm g i n day (Sfone, EVN),

ddc biet Id sU hien dien cua cdc nhd diu tU nUdc
ngodi (Vietnamobile, Gtel) vdi cdng nghe hien dai,
kinh nghiem quin ly tien tie'n, t i l m lUc tdi chinh
manh me. Viec canh t r a n h giufa cdc mang hien
nay chii yeu dUa vdo chie'n luge giam gid cUde vd
khuyen mai lien tuc, thu hut mgt lugng khdch
hdng mdi ddng ke, tao nen lan sdng cae thue bao
chuyen ddi gida cdc nhd eung cap dich vu. Trong
moi trudng canh tranh nhu vay, de phat trien b i n
vdng, cae cong ty c i n p h i i cd chien luge gid dugc
khdch hdng hien cd vd phdt trien them khdch
hang mdi. Mgt van d l dugc ddt ra d day la nhufng
yeu td ndo dnh hudng de'n long trung thdnh cua

khdch hang khi sijf dung dich vu thdng tin di ddng.
Cho den nay da cd mdt vdi nghien edu lien quan
de'n van d l ndy da duge cdng bd', chang ban nhU
nghien cdu ciia Nguyin Thdnh Cdng va Pham
Nggc Thuy (2007), P h a m Ddc Ky vd Biii Nguyen
Hiing (2007), Thdi Thanh Hd vd Tdn Ddc Sdu
(2007). Tuy nhien, cdc nghien cdu ndy dugc thUc
hien d thi trUdng TP.HCM vd Hue. Vi vay, muc
tieu eiia nghien cdu ndy Id phan tich cdc nhan td
dnh hudng de'n long trung thdnh cda khdch hdng
dd'i vdi dich vu thong tin di dgng tai thi trUdng
thdnh phd C i n Tho, mgt thi trUdng day tiem ndng
eho ede cdng ty cung cap dich vu vien thdng di
ddng.

<b>2. SlTli^u suT dvng vd pliiMig pliip ngiiiin cl?U </b>

<i>2.1 Sd lieu sU dung </i>

Sd lieu sd dung eho nghien edu ndy duge thu
thap td mgt cugc dilu tra bdng bang cau hdi. Ngi
dung chinh ciia bang cau hdi gdm 23 cau dai dien
cho cdc bie'n quan sdt t h a n h p h a n thang do ve
long trung thdnh vd cdc ye'u td I n h hudng. Nghien

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NGHIEN

Ctfu &

TRAO DOI

<b>ECCMMC KvQj^neA RBe </b>

cdu ndy sd dung thang do Likert vdi 5 mdc do.
Cugc dieu tra duge tie'n hdnh trong khoing thdi
gian tu thdng 01/2009 de'n 04/2009 vdi ddi tUgng
duge phdng van Id nhdng ngUdi dang sii dung ede
dich vu thong tin di dgng cua ede mang hien hdu.
Mlu duge chgn theo phuong phdp ngau nhien
phdn t i n g vdi tieu thdc phan t i n g Id theo vung
dia ly. Dia ban duge chgn de nghien cdu la 4 quan
ciia TP. C i n Tho: Ninh Kilu, Binh Thuy, Cdi
Rdng va O Mon. Tdng sd' ngudi dugc phdng van
la 776 vdi co ca'u phan bd cho cdc quan nhU sau:

<b>Blng 1. So lUdng mlu phan theo dja ban </b>

<b>Dja ban (Quan) </b>

Ninh Kieu
Binh Thuy
Cai Rang

6 IVlon

<b>Tong </b>

<b>Dan so (ngUdi) </b>

223.645
68.404
136.183
81.621

<b>509.853 </b>

<b>So mau </b>

341
104
207

<b>124 </b>
<b>776 </b>

<i><b>2.2 PhUctng phdp nghien cUu </b></i>

- Phan tich he sd tin cay Cronbach alpha
Phan tich Cronbach alpha dUgc sd dung de loai
cdc bien rdc trUdc khi thdc hien cdc phan tich lien
quan den van de nghien cdu. Trong phan tich ndy,
cdc bie'n cd he so tUong quan bie'n tong (item total
correlation) nho hon 0,3 se bi loai bd vd tieu chuan

de chgn thang do khi ed do tin cay alpha td 0,6
trd len. Trong nghien cdu nay, cdc nhdn td anh
hudng de'n long trung thdnh cua khdch hdng dd'i
vdi dich vu thdng tin di ddng dau tien duge phan
t h i n h 8 nhan to' vdi 21 bien quan s i t (thudc tinh).
Chi tie't cic bie'n quan s i t do lUdng sU trung thdnh
ciia khdch hang duge trinh bdy d B I n g 2.

- Phan tich yeu td kham phd EFA

Phan tich nhan td' dugc sii dung chu yeu de thu
<b>nhd vd tdm t i t cdc dd lieu trong nghien cdu. </b>
Phuong phdp trich he so' duge sii dung Id principal
axis factoring vdi cdc phep quay Id promax vd
diem diing khi trich cdc ye'u td' cd eigenvalue Id 1.
Cdc bien quan sdt cd trgng sd' (factor loading) nhd
hon 0,4 se tie'p tue bi loai vd thang do dugc chap
nhan khi tdng phuong sai trich bang hoac ldn hon
50% (Gerbing vd Andesson, 1988). Md hinh phan
tich EFA cd dang nhu sau:

Fi = W„X, + Wi^X^ +...+ W^^X^
Trong do:

F;: tfdc lugng cda nhan td thuf i
W : Trong sd' n h a n to'

k : Sd bie'n quan sdt

- Phuong phap p h a n tich hdi quy da bien

Cdc bien cdn lai sau khi da xd ly bang phuOng
phap phan tich he so' tin cay Cronbach alpha vd
phuong phdp phan tich nhdn to' se dugc dUa vao
mo hinh phan tich hdi quy nhd Id cdc bie'n dgc lap
(Fi). Phuong trinh hdi quy dugc sd dung trong
nghien edu nay ed dang nhd sau:

<b>/ = l </b>

Bie'n phu thuge (Y) trong md hinh do lUdng
mdc do trung thdnh cua khdch hdng ddi vdi dich
vu thong tin di dgng md hg dang sd dung. Mdc do
trung thdnh dugc do ludng bdng thang do Likert
5 mdc do (1 la hodn todn khong ddng y, 2 khong
ddng y, 3 binh thudng, 4 ddng y, 5 hodn todn ddng
y) vdi eau hdi: "Cdc anh/chi tiep tue sd dung mang
di dgng ndy trong tUong lai".

<b>3. Ket qu^ ngliidn c(iti </b>

<i><b>3.1 Cronbach alpha cua thang do cdc yeu </b></i>
<i><b>to' dnh hudng </b></i>

Nhu da trinh bdy d tren, trong nghien edu nay
chung tdi da xdc dinh 8 n h a n to' vdi 21 bien quan
sdt cd the cd anh hudng den Idng trung thdnh ciia
khdch hang khi sd dung dich vu thong tin di ddng.
Ke't qud phdn tich Cronbach alpha eua cdc bie'n
quan sat nay duge trinh bdy d BIng 3.

K i t qui phan tich Cronbach alpha eho tha'y eac
bien quan sdt diu cd he so tUong quan vdi bie'n
tdng deu ldn ban 0,3, ngoai trd 5 bie'n X4, X5, Xg,
X7 vd X^g. Vi vay, 5 bie'n ndy bi loai trUde khi thUe
hien phan tich EFA d bude ke tiep.

<i><b>3.2 Phdn tich EFA ddi vdi thang do cdc </b></i>
<i><b>ye'u to dnh hUdng </b></i>

Tren eo sd eua ke't q u i phan tich cronbach
alpha, phan tich EFA vdi 16 bie'n do lUdng long
trung thdnh eiia khdch hdng da dugc thUc hien.
Ke't qui phan tich EFA dugc trinh bay chi tie't d
Bang 4.

Ke't qui phdn tich EFA cho tha'y gid thiet Hg
cho rang ede bie'n khong ed tUong quan vdi nhau
trong tdng the hay ma t r a n tUOng quan gida ede
bie'n trong tong t h i Id mdt ma t r a n don vi da bi
bdc bd bdi kiem dinh Bartlett's d mdc y nghia
thd'ng ke 0%. Ngodi ra, he sd KMO = 0,753 (0,5 <
KMO < 1) chdng td phdn tich n h a n td' eho viec
nhdm eae bie'n nay lai vdi nhau la thieh hop.
Them vdo dd, phan tich EFA cdn cho phep nhdm

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NGHIEN CIIU & TRAO DOI

B l n g 2. Cac nhan to' I n h hUdng de'n long
trung thanh cua khach hang

<b>Nhan to </b>

<b>F1 </b>

<b>F2 </b>

<b>F3 </b>

<b>F4 </b>

<b>F5 </b>

Fe

<b>F7 </b>

<b>F8 </b>

<b>Bien do </b>
<b>ludng </b>

<b>X1 </b>
<b>X2 </b>
<b>X3 </b>

<b>X4 </b>

<b>X5 </b>

<b>Xe </b>

<b>X7 </b>

<b>X8 </b>

<b>xg </b>

<b>X10 </b>

<b>X11 </b>

<b>C</b>

<b>M</b>

<b> C</b>

<b>O </b>

<b>X</b>

<b>^</b>

<b> x</b>

<b>^ </b>

<b>Xi4 </b>

<b>Xl5 </b>

<b>X16 </b>

<b>X17 </b>
<b>X18 </b>

<b>Xl9 </b>

<b>X20 </b>

<b>X21 </b>

<b>Olln giSi </b>

<b>Chat lUgng m^ng </b>

Chat lUdng dam thoai ro rang
Khong bi rdt m^ng

Pham vi phu song rong khip

<b>Cau true gia </b>

Gia cade, SMS, thue bao thang
phu hdp

Goi cudc da dang phu hdp nhu
cau

<b>Djch vg gia tang </b>

Cd nhieu loai hinh dich vu gia
tang

ChUdng trinh khuyen mai da
dqing, thudng xuyen

<b>Thugn tl?n </b>

Thu tuc cat md, thay sim, ddng
cudc thuan tien nhanh chdng
Nhan vien lam thu tgc than
thien

He thd'ng cda hang giao dich
rong khap

Gid giac hoat dong lien tuc
thuan tien viec giao djch

<i>BQ</i><b> tin cay </b>

Khdng cd sU gian lan trong viec
tinh cudc

Thgc hien dung nhu'ng gi da
quang cao

<b>Moi quan h# giCfa khach hang </b>
<b>vdi nha cung cap dich vg </b>

Nha cung cap quan tam, cham
sdc, tham hdi khach hang
thudng xuyen, chu dao
Tdi se hdi tiec neu chuyen sang
mgng khac

Tdi thich hinh 4nh cua nha cung
cap hien tgi

<b>Chi phf chuyen m^ng </b>

Chuyen sang mang khac thi rac
rdi va phUc tap

Tdn nhieu cdng sUc

<b>SU hap din cua m^ng khac </b>

Rat mud'n chuyen sang nha
cung cap khac

Cam tha'y khdng an tam khi
chuyen sang nha cung cap
khac

Khdng mudn phai dang ky Igi
khi chuyen sang nha cung cap

mdi 1

16 bie'n ban d i u lai t h a n h 5 ye'u td vdi tdng
phuong sai trich duge Id 63,87% (> 50%), tdc Id
khd ndng sd dung 5 yeu td ndy de gidi thich eho
16 bie'n quan s i t ban d i u Id 63,87%.

Giai thich ede n h a n td':

- Ket qui phdn tich EFA cho thay n h a n td 1
cd tuong quan cao vdi eac bien "toi se hdi tiec neu
chuyen sang mang khac", "tdi thieh hinh I n h eua
nhd cung cap hien tai", "chuyen sang mang khde
thi r i c rdi vd phdc tap", "ton nhilu cdng sdc", vi
vay n h l n td' 1 dugc ddt ten Id "ehi phi chuyen
mang".

- Nhan td 2 cd tUOng quan eao vdi cdc bie'n "thu
tue cat, md, thay sim, ddng cUdc thuan tien nhanh
chdng", "nhan vien ldm thii tuc t h a n thien", "he
thd'ng cda h a n g giao dich rdng khap", "gid giac
boat ddng lien tuc thuan tien viee giao dich", vi
vay n h a n to' 2 dugc d a t t § n I I "sU t h u a n tien".
- N h a n to' 3 cd tUdng quan cao vdi cdc bie'n
"chat lugng d i m thoai ro rdng", "khdng bi rdt
mang", "pham vi phu sdng rdng khap", vi vdy
n h d n to' 3 dUOc ddt t e n Id "chd't lugng cudc ggi".
- N h a n td' 4 ed tUOng quan cao vdi cdc bie'n
" d m tha'y k h d n g an t a m khi chuyen sang nhd
eung cap khde", "khdng mud'n p h i i ddng ky Iai
khi chuyen sang n h d cung cap mdi", vi vay

n h a n to' 4 dugc d a t t e n Id "sU ha'p d i n cua
m a n g khde".

- N h a n to' 5 cd tUdng quan cao vdi cdc bie'n
"khdng cd sU gian l a n trong vigc t i n h cUdc",
"thUe h i e n dung nhu'ng gi da q u I n g cdo", "nhd
cung cap quan t a m , cham sdc, t h d m hdi khdch
h d n g thudng xuyen, chu ddo", vi vay n h a n to' 5
dugc ddt t e n I I "do tin cay cua nhd cung cap".

<i><b>3.3. Kit qud phdn tich hoi quy </b></i>

Ke't q u i p h d n tich EFA cho tha'y cd 5 yeu to'
tdc ddng den Idng trung t h d n h cua khdch hdng.
Vi vay, 5 ye'u td' ndy dugc dUa vao mo hinh hdi
quy nhu la 5 bie'n ddc l a p de do ludng mdc dd
I n h hudng cua chung de'n Idng trung t h d n h ciia
khdch h a n g . Ke't qua p h d n tich hdi quy dUOc
t r i n h bay trong B I n g 5.

Ke't q u i p h a n tich hdi quy eho tha'y chi phi
chuyen mang, sU t h u a n t i e n , cha't lugng cudc
ggi Id cdc n h a n td' ed a n h hudng de'n long trung
t h d n h cua khdch h d n g khi sd dung dich vu

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NGHIEN CU'U & TRAO D O I

<i><b>BXHMCpesan'Btts^ </b></i>

Bdng 3. Ket qud phan tfch Cronbach alpha cac bien quan sat

<b>Bien quan sat </b> <b>TUdng quan bie'n tdng Alpha ne'u loai bie'n nay </b>

<b>Chat lugng mang : a = 0,7190 </b>

Chat lugng dam thoai ro rang (X-|)
Khong bi rdt mang (Xp)

Pham vi phu song rgng khdp (X3)

0,5234
0,5724
0,5227

0,6490
0,5883
0,6496

<b>Cau true gia: a = 0,1357 </b>

Gia cUdc, SMS, thue bao thang phu hdp (X4)
Goi cUdc da dang phu hgp nhu cau (X5)

0,0792
0,0792

<b>-Dich vu gia tang : a = 0,2036 </b>

Co nhieu loai hinh dich vu gia tang (Xg)

ChUOng trinh khuyen mai da dang, thudng xuyen (Xy)

0,1619
0,1619

<b>-Thuan ti#n: a = 0,7502 </b>

Thu tuc cat md, thay sim, ddng cUdc thuan tien nhanh
chong (Xg)

Nhan vien lam thu tuc than thien (Xg)
He thdng cda hang giao dich rgng khdp (X-jg)

Gid giac hoat dgng lien tuc thuan tien viec giao dich (X-j 1)

0,4783
0,5080
0,6589
0,5457

0,7273
0,7123
0,6256
0,6946

<b>Dp tin cay: a = 0 , 7 9 8 7 </b>

Khong cd sU gian ldn trong viec tinh cUdc (X-|2)
ThUc hien dung nhdng gi da quang cdo (X-|3)

0,6649
0,6649

<b>-Moi quan h$ giifa khach hang vdi nha cung cap djch vu: a = 0,6523 </b>

Nhd cung cap quan tam, ehdm sdc, thdm hdi khdch hdng
thudng xuyen, chu ddu (X-|4)

Toi se hdi tiec ne'u chuyen sang mang khde (X-15)
Toi thich hinh anh cua nhd cung cap hien tai (X-jg)

0,3667
0,5781
0,4593

<b>Chi phf chuyen mang : a = 0,8025 </b>

Chuyen sang mang khac thi rac rdi vd phdc tap (X-jy)
<i>Tdn nhieu cong sdc {X-\p) </i>

0,6734
0,6734

0,6931
0,3980
0,5607

<b>-SU hap dan cua mang khac: a = 0,6258 </b>

Rat mudn chuyen sang nhd cung cap khac (X-| g)
Cam tha'y khong an tam khi chuyen sang nhd cung cap
khac (X20)

Khong mudn phai dang ky lai khi chuyen sang nhd cung
cap mdi (X21)

0,2899
0,5051

0,5292

0,7183
0,4314

0,3810

t h d n g tin di dgng. Cu the la, chi phi chuyen nghia thdng ke d mdc 1%. Mo'i quan he ndy ed
m a n g ed tuong quan ty le t h u a n vdi long trung the duge giai thieh la khi ehi phi bo ra de
t h d n h eua khdch hdng. Moi quan he nay cd y chuyen td m a n g nay sang m a n g khde t a n g Ien

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NGHIEN

Ctfu &

TRAO DOI

Bang 4. Ke't qua phan tich EFA

<b>Quan sat </b>

Chat lugng dam thoai ro rang (X-|)
Khong bi rdt mang (X2)

Pham vi phu song rgng khdp (X3)

Thu tuc cat md, thay sim, dong cUdc thuan tien nhanh chong

<b>(Xs) </b>

Nhan vien lam thu tuc than thien (Xg)
He thdng cda hang giao dich rgng khap (X-IQ)

Gid giac ho^t dgng lien tuc thuan tien viec giao dich (X-) -j)
Khong cd sU gian lan trong viec tinh cUdc (X12)

Thgc hien dung nhOng gi da quang cdo (X13)

Nha cung cap quan tam, cham sdc, thdm hdi khdch hang
thudng xuyen, chu dau (X-|4)

Toi se hdi tiec neu chuyen sang mang khac (Xi 5)
Toi thich hinh anh cua nha cung cap hien tai (X-|g)
Chuyen sang mang khac thi rdc rdi va phuc tap (X17)
Tdn nhieu cong sdc (X-13)

Cam thay khong an tam khi chuyen sang nha cung cap khac
(X20)

Khong mudn phai ddng ky lai khi chuyen sang nha cung cap
mdi (X2-|)

PhUOng sai tdng hop cua tdng nhan td
Phan tram phUOng sai cua tdng nhan td
He sd KMO (kiem dinh Bartlett's)
Mdc y nghTa

<b>Thanh phan cac nhan to </b>
<b>1 </b>

0,613
0,585
0,846
0,777

2

0,595
0,733
0,807
0,625

3
0,813
0,790

0,716

4

0,742

0,777
5

0,785
0,760
0,456

1,031
63,865

0,753
0,000
( t i l n bac, thdi gian, cdc phien phdc khac nhu

thong bao so' mdi, ddng ky thong tin, in danh
thiep...) thi khdch h a n g co xu hUdng tie'p tue sd
dung dich vu ciia nha cung ca'p ma hg dang sd
dung. Ngoai ra, sU t h u a n t i e n va chat lugng
cugc ggi cung co md'i tUOng quan ty le thuan vdi
long trung t h d n h eua k h a c h hdng. Cdc mo'i
quan he nay diu co y nghia tho'ng ke d mdc 5%.
Tuy nhien, ke't q u i p h a n tich hdi quy Iai chi ra
rang n h a n td "sU ha'p d i n eua m a n g khde" vd
"sU tin cay eua nha eung cap" lai khong cd a n h

hudng de'n long trung t h d n h eiia khdch hdng.

Trong md hinh hdi quy, gia tri eua R^ d i l u
ehinh la 0,331, dieu ndy ed nghia la cdc bie'n
ddc lap trong mo hinh gidi thich dugc 31,1% sU
thay ddi v l long trung t h d n h eua khdch h a n g .
Ngodi ra, gid tri tho'ng ke F la 10,33 eho tha'y

mo h i n h hdi quy n a y ed do tin cdy r a t cao (cd y
nghia thd'ng ke d mdc 1%).

<b>4. Krt luin </b>

Ngi dung ehinh cua n g h i e n cdu ndy Id xdc
dinh cae n h a n to' a n h hUdng de'n long trung
t h d n h cua k h d c h h a n g d t h d n h pho' Can Tho
do'i vdi dich vu t h o n g tin di dgng. De xdc dinh
cdc ye'u to' ed a n h hudng de'n long trung t h d n h
cua khdch h a n g , trong n g h i e n cdu ndy chung
tdi da sd dung phuong phdp p h a n tich he sd tin
cay Cronbach alpha vd phdn tich n h a n td EFA.
Ket qua p h a n tich Cronbach alpha eho t h a y cd
16 bie'n sd du tieu chuan de sd dung eho p h a n
tich n h a n td EFA. Ke tie'p, b a n g phuong phdp
p h a n tich n h a n to', 16 bie'n so' ndy da dugc
n h d m t h a n h 5 n h d n to' chung de sd dung cho

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<span class='text_page_counter'>(6)</span><div class='page_container' data-page=6>

NGHIEN

Ctfu &

TRAO D O I

<b>ECOHJMCCftBgieJgiWf </b>

<b>Bang 5. Ket qua phan tfch mo hinh hdi quy </b>

<b>Bie'n dgc lap </b>

Hang sd

Chi phi chuyen mang
(Fl)

SU thuan tien (F2)
Chat lugng cuoc gpi
Sg hap dan cua mang
khac (F4)

Sg tin cay cua nha
cung cap (F5)
Sd quan sat
He sd R2

Gia tri thdng ke F

<b>He so </b>
<b>tUdng quan </b>

1,004
0,424
0,333
0,136
-0,044

0,019

<b>Gia trj </b>
<b>thdng ke t </b>

1,380
6,699=
5,335=
2,221'>
-0,680

0,303
776
0,313
10,33=

a, b: Co y nghla thdng ke tUOng Ung Id 1 % va 5%

md hinh p h a n tich hdi quy.

Ke't qua phdn tich hdi quy ehi ra r a n g "chi
phi chuyen mang", "sU t h u a n t i e n " va "cha't
lugng cugc ggi" la cae n h a n td' cd a n h hudng
den sU trung t h a n h eua k h a c h h a n g khi sd
dung dich vu t h d n g t i n di dgng. Cu the la,
thanh p h a n ehi phi chuyen m a n g ddng vai trd
quan trgng nha't vdi he so' tUOng quan la 0,424,
ke den Id sU t h u a n t i e n vd chat lugng cugc ggi
vdi he sd tuong quan l a n lugt Id 0,333 vd 0,136.
Ke^t q u i nay eho tha'y r a n g de gia t d n g Idng
trung t h d n h eua khdch h a n g thi viee gia t a n g

sU thda m a n eiia hg dd^i vdi chat lugng dich vu
la ehUa du ma cdn p h i i gia tdng rao can chuyen
mang de gid khdch hdng. Mae du ye'u td' chi phi

chuyen m a n g h i e n dang duge d a n h gia eao
(khach h a n g n g a i chuyen sang m a n g khde)
nhUng ye'u to' n a y se bi suy giam r a t nhieu
trong tuong lai khi ma Bg Thong tin va T r u y i n
thong cho phep eac m a n g lien ke't co sd dd lieu
chung vd k h a c h h a n g chuyen m a n g dugc gid
nguyen so' dien thoai.

Ket qua nghien edu nay co mgt vdi khac biet
so vdi ke't qua n g h i e n edu cua P h a m Ddc Ky va
Bui Nguyen H u n g (2007). Cu the la, trong
nghien edu eua P h a m Ddc Ky vd Bui Nguyen
Hung (2007) thi t h d n h p h a n chd't lUOng dich vu
ddng vai trd quan trgng nha't (0,40), ke de'n la
gid cudc (0,23) vd dich vu khdch h d n g (0,11).
Ngoai ra, cdc tdc gia edn xdc dinh dugc r a n g
tdc dgng eua n h d n to' sU t h o i m a n chie'm 79%
so vdi rdo can chuyen m a n g chie'm 21% len sU
trung t h d n h "

<b>TAI LIEU THAM KHAO </b>

Nguyen Thanh Cong & Pham Nggc Thuy, (2007),
"Cdc yeu td anh hudng de'n long trung thanh cua
khach hang ddi vdi thuong hieu dien thoai di dgng",
<i>tap chf Phat then khoa hoc & cong nghe - DHQG </i>

TP.HCM, tap 10, sd 8, trang 42- 49.

Pham Ddc Ky & Bui Nguyen Hung, (2007),
"Nghien cdu sU trung thanh cua khdch hang ddi vdi
dich vu thong tin di dgng tai thj trudng TP.HCM", tap
<i>chl BUu chinh viin thdng, sd thang 09/2007. </i>

Thai Thanh Ha & Ton Ode Sdu , (2007), "Danh gia
su hai long cua khdch hang ddi vdi dich vu v i l n thong
<i>di dgng tai Thda Thien Hue", tap chf Khoa hgc va </i>

<i>cong nghe, Dai hgc Da Ndng, sd 22, trang 86-93. </i>

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