Đề tài Chất Lượng dịch vụ, sự thỏa mãn và lòng trung thành trường hợp các khu du lịch tại TP. Đà Lạt
MỤC LỤC Chương 1: TỔNG QUAN 1 1.1 Lý do chọn đề tài 1 1.2 Mục tiêu nghiên cứu.2 1.3 Phương pháp và phạm vi nghiên cứu2 1.3.1 Phương pháp nghiên cứu 2 1.3.2 Phạm vi nghiên cứu 3 1.4 Đóng góp của nghiên cứu3 1.5 Kết cấu của báo cáo nghiên cứu 3 Chương 2: CƠ SỞ LÝ LUẬN VÀ MÔ HÌNH NGHIÊN CỨU 4 2.1 Dịch vụ và chất lượng dịch vụ 4 2.2.1 Định nghĩa dịch vụ . 4 2.2.2 Đặc điểm dịch vụ. 5 2.2.3 Chất lượng dịch vụ 6 2.2.3.1 Định nghĩa chất lượng dịch vụ 6 2.2.3.2 Mô hình SERVQUAl 8 2.2 Chất lượng dịch vụ và sự thỏa mãn của khách hàng 13 2.3 Giá cả và sự hài lòng khách hàng 14 2.4 Mô hình chất lượng dịch vụ, giá cả và sự hài lòng khách hàng 15 2.5 Mô hình nghiên cứu đề nghị và các giả thuyết 16 2.6 Tóm tắt.17 Chương 3: PHƯƠNG PHÁP NGHIÊN CỨU18 3.1 Thiết kế nghiên cứu18 3.2 Điều chỉnh thang đo 20 3.2.1 Thang đo chất lượng dịch vụ các KDL tại Tp. Đà lạt20 3.2.2 Thang đo giá cả 22 3.2.3 Thang đo mức độ hài lòng của khách hàng22 3.2.4 Thang đo lòng trung thành23 3.3 Nghiên cứu chính thức 23 3.3.1 Mẫu 23 3.3.2 Phương pháp phân tích dữ liệu 24 3.4 Tóm tắt24 Chương 4: KẾT QUẢ NGHIÊN CỨU 25 4.1 Mô tả mẫu 25 4.3 Đánh giá thang đo bằng hệ số tin cậy Crobach’s alpha30 4.3.1 Đánh giá thang đo SERVQUAL.30 4.3.2 Đánh giá thang đo giá cả 31 4.3.3 Đánh giá thang đo mức độ thỏa mãn của khách hàng32 4.3.4 Thang đo mức độ trung thành của khách hàng32 4.4 Đánh giá thang đo bằng phân tích nhân tố khám phá EFA33 4.4.1 Thang đo chất lượng dịch vụ theo mô hình SERVQUAL .34 4.4.2 Thang đo giá cả 36 4.4.3 Thang đo mức độ thỏa mãn của khách hàng 36 4.4.5 Thang đo lòng trung thành của khách hàng37 4.5 Kiểm định thang đo bằng phân tích CFA38 4.5.1 Kiểm định CFA cho thang đo chất lượng dịch vụ theo mô hình SERVQUAL.39 4.5.2 Kiểm định mô hình nghiên cứu thang đo SERVQUAL – giá cả 42 4.5.3 Đo lường các thành phần chất lượng dịch vụ - giá cả - sự thỏa mãn, lòng trung thành44 4.6 Kiểm định Cronbach’s Alpha các thang đo lý thuyết46 4.7 Điều chỉnh mô hình nghiên cứu lần 1 47 4.8 Phân tích hồi quy.49 4.8.1 Ảnh hưởng của các nhân tố thành phần chất lượng dịch vụ đến sự thỏa mãn của khách du lịch 49 4.8.2 Ảnh hưởng của mức độ thỏa mãn đến lòng trung thành của khách du lịch51 4.9 Kiểm định vi phạm giả thuyết OLS 52 4.10 Mô hình cấu trúc SEM 55 4.11 Điều chỉnh mô hình.58 4.12 Phân tích định tính61 4.13 Tóm tắt63 Chương 5: KẾT LUẬN.64 5.1 Ý nghĩa và kết luận64 5.2 Các hạn chế và kiến nghị65 TÀI LIỆU THAM KHẢO67 CÁC PHỤ LỤC Phụ lục 1: Dàn bài thảo luận tay đôi. Phụ lục 2: Bảng câu hỏi phỏng vấn Phụ lục 3: Bảng phân tích độ tin cậy Crobach's Alpha Phụ lục 4: Bảng phân tích nhân tố khám phá EFA Phụ lục 5: Bảng phân tích CFA Phụ lục 6: Bảng phân tích độ tin cậy Crobach's Alpha lần 2 Phụ lục 7: Bảng phân tích hồi quy Phụ lục 8: Phân tích SEM Phụ lục 9: Bảng thống kê mô tả
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KDL này rất đa dạng
11. Khu vực nhà vệ sinh công cộng ở KDL này được bố trí hợp lý
12. Nhà vệ sinh công cộng ở KDL này rất sạch sẽ
13. KDL này rất sạch sẽ
14. Cảnh quan tự nhiên ở KDL này trông rất đẹp
15. Cảnh nhân tạo ở đây được xây dựng rất đẹp, phù hợp
16. Dịch vu gởi xe tương đối tốt
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
Sự hài lòng
1. Nhìn chung, bạn hài lòng khi đến KDL này
2. Nhìn chung, KDL này đáp ứng được những mong đợi của bạn
3. Đến KDL này tham quan thật xứng đáng với thời gian và công sức đã bỏ ra
4. Nhìn chung, bạn hoàn toàn hài lòng về cảnh quan ở đây
5. Tóm lại, bạn hoàn toàn hài lòng với chất lượng dịch vụ của KDL này
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
Lòng trung thành
1. Trong thời gian tới, anh/chị sẽ tiếp tục đến KDL này khi đến Đà Lạt
2. Anh/chị sẽ giới thiệu bạn bè đến với KDL này.
3. Nếu có dịp đến Đà lạt lần nữa, KDL này sẽ là sự lựa chọn ưu tiên của anh/chị
4. Tóm lại, anh/chị cho rằng mình là khách hàng trung thành của KDL này
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
Phần II. Xin anh/chị vui lòng cho biết một số thông tin sau:
1. Tuổi của anh/chị: 60
2. Giới tính: Nam Nữ
3. Tỉnh/thành phố mà anh/chị sinh sống:.................................................................
4. Nghề nghiệp hiện tại của anh/chị: .......................................................................
5. Chuyến du lịch này anh chị đi theo: Theo Tour của Cty Du lịch Không theo
Tour
6. Số lần anh/chị đã từng đến Đà lạt (kể cả lần này):……… lần
7. Số ngày anh/chị lưu trú tại Đà Lạt: ……………. ngày
XIII
8. Anh/chị đã tham quan bao nhiêu khu du lịch tại Đà lạt:…………..khu, và đó là:
.................................................................................................................................
9. Thời gian trung bình anh/chị đến tham quan mỗi KDL tại Đà lạt:………..….. giờ
10. Anh/chị đã chi tiêu hết bao nhiêu tiền khi đến KDL này:
= 1 triệu đ
11. Mức thu nhập bình quân một tháng của anh/chị khoảng:
= 15 triệu đ
Phần III. Câu hỏi mở. Theo anh/chị, KDL này cần làm những gì để nâng cao chất lượng
dịch vụ?
.............................................................................................................................................
.............................................................................................................................................
.............................................................................................................................................
.............................................................................................................................................
.............................................................................................................................................
.............................................................................................................................................
Xin chân thành cảm ơn sự hợp tác của anh/chị!
XIV
PHỤ LỤC 3: BẢNG PHÂN TÍCH ĐỘ TIN CẬY
CROBACH’ S ALPHA
3.1 Phân tích độ tin cậy crobach’alpha thành phần tin cậy
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based
on
Standardized
Items N of Items
.672 .672 4
Item Statistics
Mean Std. Deviation N
TC1 3.68 .894 290
TC2 3.46 .865 290
TC3 3.33 .909 290
TC4 3.34 .872 290
Summary Item Statistics
Mean Minimum Maximum Range
Maximum /
Minimum Variance
N of
Items
Item Means 3.456 3.334 3.683 .348 1.104 .026 4
Item Variances .783 .748 .825 .078 1.104 .001 4
Inter-Item Covariances .265 .200 .306 .107 1.533 .001 4
Inter-Item Correlations .339 .256 .396 .140 1.545 .003 4
Item-Total Statistics
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
TC1 10.14 3.956 .438 .206 .615
TC2 10.36 3.810 .520 .274 .561
TC3 10.49 3.905 .440 .195 .614
TC4 10.48 4.084 .417 .189 .629
Scale Statistics
Mean Variance Std. Deviation N of Items
13.82 6.312 2.512 4
3.2 Kiểm đinh độ tin cậy Crobach’alpha thành phần đáp ứng.
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based
on
Standardized
Items N of Items
.803 .804 4
XV
Item Statistics
Mean Std. Deviation N
DU1 3.54 .945 290
DU2 3.52 .934 290
DU3 3.49 .889 290
DU4 3.10 .924 290
Summary Item Statistics
Mean Minimum Maximum Range
Maximum /
Minimum Variance
N of
Items
Item Means 3.414 3.103 3.541 .438 1.141 .043 4
Item Variances .853 .790 .893 .102 1.129 .002 4
Inter-Item Covariances .430 .359 .568 .209 1.583 .005 4
Inter-Item Correlations .506 .427 .683 .256 1.601 .008 4
Item-Total Statistics
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
DU1 10.11 5.312 .544 .301 .789
DU2 10.13 4.848 .693 .529 .715
DU3 10.17 5.131 .658 .500 .734
DU4 10.55 5.265 .578 .335 .772
Scale Statistics
Mean Variance Std. Deviation N of Items
13.66 8.573 2.928 4
3.3 Kiểm đinh độ tin cậy Crobach’alpha thành phần năng lực phục vụ.
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based
on
Standardized
Items N of Items
.739 .739 5
Item Statistics
Mean Std. Deviation N
NL1 3.80 .936 290
NL2 4.09 .877 290
NL3 3.61 .916 290
NL4 3.46 .869 290
NL5 3.41 .861 290
XVI
Summary Item Statistics
Mean Minimum Maximum Range
Maximum /
Minimum Variance
N of
Items
Item Means 3.676 3.414 4.093 .679 1.199 .077 5
Item Variances .796 .742 .875 .134 1.180 .003 5
Inter-Item Covariances .287 .121 .490 .370 4.070 .011 5
Inter-Item Correlations .361 .159 .616 .457 3.863 .017 5
Item-Total Statistics
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
NL1 14.58 6.756 .432 .257 .720
NL2 14.29 6.759 .483 .312 .700
NL3 14.77 6.049 .631 .461 .641
NL4 14.92 6.464 .569 .413 .668
NL5 14.97 7.148 .400 .216 .729
Scale Statistics
Mean Variance Std. Deviation N of Items
18.38 9.731 3.119 5
3.4 Kiểm đinh độ tin cậy Crobach’alpha thành phần đáp ứng.
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based
on
Standardized
Items N of Items
.781 .782 3
Item Statistics
Mean Std. Deviation N
DC1 3.08 .894 290
DC2 3.22 .839 290
DC3 2.97 .918 290
Summary Item Statistics
Mean Minimum Maximum Range
Maximum /
Minimum Variance
N of
Items
Item Means 3.090 2.972 3.217 .245 1.082 .015 3
Item Variances .782 .704 .844 .140 1.199 .005 3
Inter-Item Covariances .425 .394 .462 .069 1.175 .001 3
Inter-Item Correlations .544 .511 .563 .052 1.102 .001 3
XVII
Item-Total Statistics
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
DC1 6.19 2.334 .645 .416 .674
DC2 6.05 2.568 .604 .368 .720
DC3 6.30 2.341 .609 .373 .715
Scale Statistics
Mean Variance Std. Deviation N of Items
9.27 4.896 2.213 3
3.5 Kiểm đinh độ tin cậy Crobach’alpha thành phần hữu hình.
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based
on
Standardized
Items N of Items
.886 .886 16
Item Statistics
Mean Std. Deviation N
HH1 3.85 .855 290
HH2 3.26 .947 290
HH3 3.71 .965 290
HH4 3.81 .992 290
HH5 3.35 1.033 290
HH6 2.84 1.014 290
HH7 2.95 .992 290
HH8 3.69 .938 290
HH9 3.56 1.022 290
HH10 3.30 1.034 290
HH11 3.26 1.081 290
HH12 3.30 1.089 290
HH13 3.78 .964 290
HH14 4.19 .822 290
HH15 3.85 .912 290
HH16 3.65 .930 290
Summary Item Statistics
Mean Minimum Maximum Range
Maximum /
Minimum Variance
N of
Items
Item Means 3.521 2.838 4.193 1.355 1.478 .131 16
Item Variances .954 .675 1.187 .511 1.757 .020 16
Inter-Item Covariances .312 .079 .811 .733 10.319 .010 16
Inter-Item Correlations .328 .093 .689 .596 7.433 .009 16
XVIII
Item-Total Statistics
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
HH1 52.49 82.624 .438 .267 .883
HH2 53.08 80.014 .547 .357 .879
HH3 52.62 79.336 .576 .403 .878
HH4 52.53 78.721 .594 .448 .877
HH5 52.99 80.194 .482 .368 .882
HH6 53.50 79.683 .522 .479 .880
HH7 53.39 81.187 .448 .429 .883
HH8 52.65 80.249 .538 .363 .879
HH9 52.78 78.904 .563 .377 .878
HH10 53.04 78.189 .597 .421 .877
HH11 53.08 77.547 .602 .565 .877
HH12 53.04 78.653 .535 .531 .880
HH13 52.56 79.693 .555 .419 .879
HH14 52.14 81.204 .560 .475 .879
HH15 52.49 79.351 .614 .470 .876
HH16 52.69 82.092 .428 .256 .883
Scale Statistics
Mean Variance Std. Deviation N of Items
56.34 90.169 9.496 16
3.4 Kiểm đinh độ tin cậy Crobach’alpha thành phần giá cả.
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based
on
Standardized
Items N of Items
.813 .814 7
Item Statistics
Mean Std. Deviation N
GC1 3.30 1.121 290
GC2 3.21 .975 290
GC3 3.09 1.033 290
GC4 3.00 1.017 290
GC5 3.14 1.012 290
GC6 3.76 .950 290
GC7 3.50 .971 290
XIX
Summary Item Statistics
Mean Minimum Maximum Range
Maximum /
Minimum Variance
N of
Items
Item Means 3.287 2.997 3.762 .766 1.255 .070 7
Item Variances 1.025 .902 1.256 .354 1.393 .014 7
Inter-Item Covariances .392 .193 .645 .452 3.346 .012 7
Inter-Item Correlations .385 .181 .590 .409 3.259 .011 7
Item-Total Statistics
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
GC1 19.71 17.903 .473 .394 .803
GC2 19.79 18.026 .564 .479 .786
GC3 19.91 17.816 .546 .346 .788
GC4 20.01 17.477 .604 .447 .778
GC5 19.86 17.365 .623 .442 .775
GC6 19.24 18.815 .477 .299 .800
GC7 19.51 18.009 .570 .401 .785
Scale Statistics
Mean Variance Std. Deviation N of Items
23.01 23.647 4.863 7
3.4 Kiểm đinh độ tin cậy Crobach’alpha thành phần hài lòng.
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based
on
Standardized
Items N of Items
.906 .906 5
Item Statistics
Mean Std. Deviation N
HL1 3.89 .834 290
HL2 3.62 .869 290
HL3 3.62 .981 290
HL4 3.91 .884 290
HL5 3.67 .885 290
Summary Item Statistics
Mean Minimum Maximum Range
Maximum /
Minimum Variance
N of
Items
Item Means 3.741 3.621 3.910 .290 1.080 .021 5
Item Variances .796 .696 .962 .266 1.382 .010 5
Inter-Item Covariances .523 .447 .625 .178 1.399 .004 5
Inter-Item Correlations .658 .572 .733 .161 1.282 .003 5
XX
Item-Total Statistics
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
HL1 14.82 9.636 .792 .632 .879
HL2 15.09 9.574 .764 .612 .884
HL3 15.08 8.720 .821 .681 .872
HL4 14.80 9.727 .713 .528 .895
HL5 15.04 9.631 .732 .548 .891
Scale Statistics
Mean Variance Std. Deviation N of Items
18.71 14.436 3.800 5
3.4 Kiểm đinh độ tin cậy Crobach’alpha thành phần trung thành.
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based
on
Standardized
Items N of Items
.899 .900 4
Item Statistics
Mean Std. Deviation N
TT1 3.76 .936 290
TT2 3.97 .870 290
TT3 3.59 1.026 290
TT4 3.43 1.077 290
Summary Item Statistics
Mean Minimum Maximum Range
Maximum /
Minimum Variance
N of
Items
Item Means 3.686 3.428 3.969 .541 1.158 .054 4
Item Variances .961 .757 1.159 .402 1.532 .032 4
Inter-Item Covariances .663 .567 .906 .339 1.599 .014 4
Inter-Item Correlations .693 .646 .820 .174 1.270 .004 4
Item-Total Statistics
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
TT1 10.99 7.211 .739 .566 .883
TT2 10.78 7.482 .749 .575 .881
TT3 11.16 6.505 .811 .705 .856
TT4 11.32 6.252 .816 .711 .856
Scale Statistics
Mean Variance Std. Deviation N of Items
14.74 11.803 3.436 4
XXI
PHỤ LỤC 4: PHÂN TÍCH NHÂN TỐ KHÁM PHÁ
EFA
4.1 Phân tích nhân tố khám phá lần 1: thành phần thang đo chất lượng dịch vụ
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy. .902
Approx. Chi-Square 3822.038
df 496
Bartlett's Test of
Sphericity
Sig. .000
Communalities
Initial Extraction
TC1 .373 .364
TC2 .430 .414
TC3 .342 .292
TC4 .373 .350
DU1 .423 .406
DU2 .613 .637
DU3 .584 .592
DU4 .509 .497
NL1 .392 .270
NL2 .458 .411
NL3 .521 .673
NL4 .547 .521
NL5 .343 .322
DC1 .536 .745
DC2 .454 .481
DC3 .524 .523
HH1 .350 .296
HH2 .397 .384
HH3 .464 .407
HH4 .499 .486
HH5 .413 .373
HH6 .537 .674
HH7 .465 .527
HH8 .415 .350
HH9 .437 .407
HH10 .476 .476
HH11 .593 .610
HH12 .584 .822
HH13 .479 .407
HH14 .529 .549
HH15 .499 .509
HH16 .330 .260
Extraction Method: Principal Axis Factori
XXII
Total Variance Explained
Factor Initial Eigenvalues Extraction Sums of Squared Loadings
Rotation
Sums of
Squared
Loadings
(a)
Total % of Variance Cumulative % Total % of Variance Cumulative % Total
1 9.764 30.514 30.514 9.244 28.888 28.888 7.164
2 2.533 7.915 38.429 2.040 6.375 35.263 7.233
3 1.937 6.052 44.481 1.468 4.587 39.850 5.234
4 1.349 4.214 48.695 .907 2.835 42.685 4.447
5 1.235 3.858 52.554 .851 2.659 45.344 4.323
6 1.026 3.205 55.758 .524 1.637 46.981 2.668
7 .992 3.101 58.859
8 .970 3.030 61.890
9 .892 2.787 64.677
10 .855 2.673 67.349
11 .801 2.503 69.853
12 .768 2.401 72.254
13 .718 2.243 74.497
14 .688 2.151 76.648
15 .609 1.904 78.552
16 .575 1.797 80.349
17 .564 1.763 82.112
18 .551 1.721 83.833
19 .541 1.691 85.524
20 .479 1.498 87.022
21 .471 1.471 88.493
22 .453 1.416 89.910
23 .436 1.362 91.272
24 .398 1.243 92.515
25 .386 1.208 93.723
26 .351 1.096 94.818
27 .331 1.033 95.851
28 .319 .998 96.849
29 .315 .986 97.835
30 .259 .808 98.643
31 .233 .729 99.371
32 .201 .629 100.000
Extraction Method: Principal Axis Factoring.
a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance.
XXIII
Factor Matrix(a)
Factor
1 2 3 4 5 6
NL4 .637 -.249
NL3 .628 -.222 -.391
DU2 .620 -.419 -.202
HH11 .612 .200 -.395
HH10 .589 .217
DU3 .581 -.394 -.237
DU4 .580 -.385
HH15 .572 .370 .200
DC3 .569 -.224 .279 .225
HH4 .567 .336
HH13 .566 .216
HH2 .556
HH3 .555 .277
HH8 .551
TC2 .542 -.216
HH9 .520 .306
HH14 .516 .436 .255
HH6 .511 .503 -.268 -.243
TC4 .510 -.257
TC1 .507 -.215 .218
NL2 .501 -.315
HH1 .497
DU1 .496 -.272 .204
NL1 .493
DC1 .491 -.342 .420 .379 .214
TC3 .480
HH7 .479 .462 -.203
NL5 .476 -.261
HH5 .473 .262
HH16 .456
DC2 .441 -.253 .343 .323
HH12 .549 .253 -.611 .285
Extraction Method: Principal Axis Factoring.
a 6 factors extracted. 25 iterations required.
XXIV
Pattern Matrix(a)
Factor
1 2 3 4 5 6
HH14 .884
HH15 .759
HH4 .720
NL2 .601 -.235
HH9 .552
HH13 .489 .220
HH3 .485
HH8 .421
HH1 .354
HH16 .337
NL1 .334 .206
DU3 .822
DU2 .804
DU1 .688 -.200
TC2 .635
DU4 .596 .243
TC4 .555
TC3 .497
TC1 .488 -.238
NL4 .379 .347
NL5 .316 .270
HH6 .910
HH7 .748
HH5 .282 .471
HH10 .328 .396
HH2 .224 .335
DC1 .907
DC2 .656
DC3 .553
HH12 .928
HH11 .643
NL3 .239 .626
Extraction Method: Principal Axis Factoring.
Rotation Method: Promax with Kaiser Normalization.
a Rotation converged in 8 iterations.
XXV
Structure Matrix
Factor
1 2 3 4 5 6
HH14 .716 .279 .301 .286
HH15 .707 .332 .392 .253 .336
HH4 .689 .362 .413 .254 .297
HH3 .604 .381 .376 .441 .249
HH9 .599 .300 .456 .326 .318
HH13 .597 .390 .309 .288 .476 .257
NL2 .570 .384 .333 .350
HH8 .563 .390 .379 .252 .402 .263
HH1 .485 .420 .249 .353 .300
HH16 .462 .375 .236 .370 .219
NL1 .453 .393 .307 .379 .251 .246
DU2 .365 .772 .313 .363 .227 .461
DU3 .321 .746 .281 .292 .304 .420
DU4 .337 .667 .340 .514 .222 .335
NL4 .445 .637 .355 .424 .306 .554
TC2 .341 .626 .347 .287 .374 .224
DU1 .341 .616 .308 .242 .219
TC4 .332 .583 .293 .375 .244 .232
TC3 .326 .531 .297 .272 .319 .201
TC1 .451 .508 .379 .202 .330
NL5 .270 .497 .304 .355 .258 .427
HH6 .384 .309 .809 .353 .304
HH7 .299 .349 .711 .395 .297
HH10 .568 .434 .617 .347 .321
HH5 .463 .312 .571 .294
HH2 .499 .428 .557 .352 .337
DC1 .265 .423 .367 .856
DC3 .376 .466 .446 .690 .249 .353
DC2 .227 .350 .362 .679 .259 .265
HH12 .465 .363 .363 .242 .904
HH11 .542 .448 .400 .296 .759 .214
NL3 .480 .562 .283 .376 .325 .751
Extraction Method: Principal Axis Factoring.
Rotation Method: Promax with Kaiser Normalization.
Factor Correlation Matrix
Factor 1 2 3 4 5 6
1 1.000 .561 .548 .365 .529 .248
2 .561 1.000 .481 .510 .447 .435
3 .548 .481 1.000 .498 .400 .096
4 .365 .510 .498 1.000 .255 .287
5 .529 .447 .400 .255 1.000 .248
6 .248 .435 .096 .287 .248 1.000
Extraction Method: Principal Axis Factoring.
Rotation Method: Promax with Kaiser Normalization.
XXVI
4.2 Phân tích nhân tố khám phá lần 2 với thành phần thang đo chất lượng dịch
vụ
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy. .840
Approx. Chi-Square 1853.563
df 136
Bartlett's Test of
Sphericity
Sig. .000
Communalities
Initial Extraction
TC2 .367 .371
TC4 .325 .336
DU1 .350 .387
DU2 .575 .684
DU3 .551 .620
DU4 .462 .492
DC1 .507 .687
DC2 .409 .474
DC3 .476 .522
HH4 .456 .515
HH6 .442 .805
HH7 .410 .457
HH9 .370 .405
HH11 .548 .631
HH12 .511 .792
HH14 .456 .585
HH15 .437 .512
Factor Matrix(a)
Factor
1 2 3 4 5
DU2 .646 -.385 -.282
DU4 .606 -.342
HH11 .604 .268 -.406
DC3 .604 .304
DU3 .603 -.352 -.318
DC1 .581 -.230 .400 -.342
TC2 .541
HH6 .535 .232 .434 .524
HH4 .526 .390 .239
TC4 .525 -.214
HH15 .519 .405 .238
DC2 .506 .377 -.235
DU1 .502 -.275 -.241
HH7 .497 .327 .302
HH9 .495 .359
HH14 .446 .480 -.263 .287
HH12 .538 .337 -.599
XXVII
Total Variance Explained
Factor Initial Eigenvalues Extraction Sums of Squared Loadings
Rotation
Sums of
Squared
Loadings
(a)
Total % of Variance Cumulative % Total % of Variance Cumulative % Total
1 5.555 32.674 32.674 5.106 30.033 30.033 3.941
2 2.010 11.825 44.500 1.563 9.192 39.225 3.183
3 1.515 8.910 53.409 1.093 6.430 45.655 3.318
4 1.176 6.920 60.329 .826 4.861 50.516 2.686
5 1.031 6.066 66.395 .686 4.032 54.549 2.673
6 .721 4.238 70.633
7 .675 3.971 74.605
8 .659 3.875 78.479
9 .579 3.407 81.886
10 .533 3.134 85.021
11 .511 3.003 88.024
12 .440 2.590 90.614
13 .389 2.288 92.902
14 .370 2.178 95.080
15 .302 1.779 96.860
16 .277 1.627 98.487
17 .257 1.513 100.000
Extraction Method: Principal Axis Factoring.
a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance.
Pattern Matrix(a)
Factor
1 2 3 4 5
DU2 .870
DU3 .848
DU1 .600
DU4 .545 .279
TC2 .527
TC4 .482
HH14 .824
HH15 .697
HH4 .695
HH9 .533
DC1 .874
DC2 .681
DC3 .616
HH12 .915
HH11 .695
HH6 .930
HH7 .608
Extraction Method: Principal Axis Factoring.
Rotation Method: Promax with Kaiser Normalization.
a Rotation converged in 6 iteration
XXVIII
Structure Matrix
Factor
1 2 3 4 5
DU2 .818 .305 .385 .211 .296
DU3 .777 .252 .315 .294 .257
DU4 .661 .260 .539 .217 .291
DU1 .610 .247 .338 .243
TC2 .584 .251 .329 .360 .306
TC4 .567 .276 .394 .258 .229
HH14 .232 .752 .313 .208
HH4 .315 .716 .256 .346 .317
HH15 .289 .715 .272 .351 .312
HH9 .240 .611 .330 .343 .387
DC1 .415 .259 .825 .230 .325
DC3 .454 .325 .709 .247 .414
DC2 .336 .202 .681 .287 .350
HH12 .294 .385 .277 .888 .342
HH11 .398 .467 .334 .780 .349
HH6 .267 .371 .371 .321 .894
HH7 .308 .283 .399 .312 .667
Extraction Method: Principal Axis Factoring.
Rotation Method: Promax with Kaiser Normalization.
Factor Correlation Matrix
Factor 1 2 3 4 5
1 1.000 .384 .530 .370 .358
2 .384 1.000 .348 .469 .414
3 .530 .348 1.000 .333 .471
4 .370 .469 .333 1.000 .396
5 .358 .414 .471 .396 1.000
Extraction Method: Principal Axis Factoring.
Rotation Method: Promax with Kaiser Normalization.
4.3 Phân tích nhân tố khám phá thành phần thang đo giá cả
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy. .786
Approx. Chi-Square 636.125
df 21
Bartlett's Test of
Sphericity
Sig. .000
XXIX
Communalities
Initial Extraction
GC1 .394 .369
GC2 .479 .990
GC3 .346 .434
GC4 .447 .547
GC5 .442 .514
GC6 .299 .354
GC7 .401 .390
Extraction Method: Principal Axis Factoring.
Total Variance Explained
Factor Initial Eigenvalues Extraction Sums of Squared Loadings
Rotation
Sums of
Squared
Loadings
(a)
Total % of Variance Cumulative % Total % of Variance Cumulative % Total
1 3.321 47.448 47.448 2.859 40.838 40.838 2.562
2 1.076 15.377 62.825 .740 10.573 51.411 2.135
3 .766 10.939 73.764
4 .577 8.236 82.001
5 .548 7.823 89.824
6 .400 5.709 95.533
7 .313 4.467 100.000
Extraction Method: Principal Axis Factoring.
a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance.
Factor Matrix(a)
Factor
1 2
GC2 .759 -.643
GC5 .688 .203
GC4 .683 .284
GC7 .625
GC3 .609 .253
GC1 .547 -.264
GC6 .532 .266
Extraction Method: Principal Axis Factoring.
a Attempted to extract 2 factors. More than 25 iterations required. (Convergence=.009). Extraction was
terminate
XXX
Pattern Matrix(a)
Factor
1 2
GC4 .744
GC5 .670
GC3 .663
GC6 .623
GC7 .438 .270
GC2 1.042
GC1 .532
Extraction Method: Principal Axis Factoring.
Rotation Method: Promax with Kaiser Normalization.
a Rotation converged in 3 iterations.
Structure Matrix
Factor
1 2
GC4 .740 .389
GC5 .714 .439
GC3 .659 .346
GC6 .593 .276
GC7 .582 .504
GC2 .464 .992
GC1 .408 .598
Extraction Method: Principal Axis Factoring.
Rotation Method: Promax with Kaiser Normalization.
Factor Correlation Matrix
Factor 1 2
1 1.000 .534
2 .534 1.000
Extraction Method: Principal Axis Factoring.
Rotation Method: Promax with Kaiser Normalization.
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy. .771
Approx. Chi-Square 490.307
df 15
Bartlett's Test of
Sphericity
Sig. .000
Communalities
Initial Extraction
GC1 .388 .729
GC2 .389 .492
GC3 .338 .437
GC4 .447 .602
GC5 .431 .516
GC6 .241 .311
Extraction Method: Principal Axis Factoring.
XXXI
Total Variance Explained
Factor Initial Eigenvalues Extraction Sums of Squared Loadings
Rotation
Sums of
Squared
Loading
(a)
Total % of Variance Cumulative % Total % of Variance Cumulative % Total
1 2.912 48.528 48.528 2.439 40.643 40.643 2.215
2 1.076 17.939 66.467 .649 10.814 51.457 1.814
3 .648 10.808 77.275
4 .576 9.604 86.879
5 .426 7.092 93.972
6 .362 6.028 100.000
Extraction Method: Principal Axis Factoring.
a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance.
Factor Matrix(a)
Factor
1 2
GC4 .723 .281
GC5 .705
GC1 .646 -.558
GC3 .616 .242
GC2 .609 -.348
GC6 .501 .245
Extraction Method: Principal Axis Factoring.
a Attempted to extract 2 factors. More than 25 iterations required. (Convergence=.005). Extraction was
terminated.
Pattern Matrix(a)
Factor
1 2
GC4 .780
GC3 .667
GC5 .630
GC6 .590
GC1 .895
GC2 .646
Extraction Method: Principal Axis Factoring.
Rotation Method: Promax with Kaiser Normalization.
a Rotation converged in 3 iterations
Structure Matrix
Factor
1 2
GC4 .776 .418
GC5 .708 .486
GC3 .661 .354
GC6 .556 .259
GC1 .408 .851
GC2 .447 .697
Extraction Method: Principal Axis Factoring.
Rotation Method: Promax with Kaiser Normalization.
XXXII
Factor Correlation Matrix
Factor 1 2
1 1.000 .546
2 .546 1.000
Extraction Method: Principal Axis Factoring.
Rotation Method: Promax with Kaiser Normalization.
4.4 Phân tích nhân tố khám phá thành phần thang đo sự thỏa mãn
4.1.1 Phương pháp principal axis factoring với phép xoay promax
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy. .877
Approx. Chi-Square 897.970
df 10
Bartlett's Test of
Sphericity
Sig. .000
Communalities
Initial Extraction
HL1 .632 .711
HL2 .612 .659
HL3 .681 .768
HL4 .528 .567
HL5 .548 .600
Extraction Method: Principal Axis Factoring.
Total Variance Explained
Initial Eigenvalues Extraction Sums of Squared Loadings
Factor Total % of Variance Cumulative % Total % of Variance Cumulative %
1 3.637 72.745 72.745 3.304 66.089 66.089
2 .438 8.750 81.495
3 .388 7.753 89.249
4 .310 6.195 95.444
5 .228 4.556 100.000
Extraction Method: Principal Axis Factoring.
Factor Matrix(a)
Factor
1
HL3 .876
HL1 .843
HL2 .812
HL5 .774
HL4 .753
Extraction Method: Principal Axis Factoring.
a 1 factors extracted. 5 iterations required.
XXXIII
4.4.2. phương pháp principal components với phép xoay varimax
Communalities
Initial Extraction
HL1 1.000 .763
HL2 1.000 .728
HL3 1.000 .796
HL4 1.000 .663
HL5 1.000 .687
Extraction Method: Principal Component Analysis.
Total Variance Explained
Initial Eigenvalues Extraction Sums of Squared Loadings
Component Total % of Variance Cumulative % Total % of Variance Cumulative %
1 3.637 72.745 72.745 3.637 72.745 72.745
2 .438 8.750 81.495
3 .388 7.753 89.249
4 .310 6.195 95.444
5 .228 4.556 100.000
Extraction Method: Principal Component Analysis.
Component Matrix(a)
Component
1
HL3 .892
HL1 .873
HL2 .853
HL5 .829
HL4 .814
Extraction Method: Principal Component Analysis.
a 1 components extracted.
4.4 Phân tích nhân tố khám phá thành phần thang đo lòng trung thành.
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy. .805
Approx. Chi-Square 750.618
df 6
Bartlett's Test of
Sphericity
Sig. .000
Communalities
Initial Extraction
TT1 .566 .620
TT2 .575 .634
TT3 .705 .757
TT4 .711 .770
Extraction Method: Principal Axis Factoring.
XXXIV
Total Variance Explained
Initial Eigenvalues Extraction Sums of Squared Loadings
Factor Total % of Variance Cumulative % Total % of Variance Cumulative %
1 3.080 77.008 77.008 2.780 69.504 69.504
2 .437 10.920 87.927
3 .305 7.622 95.549
4 .178 4.451 100.000
Extraction Method: Principal Axis Factoring.
Factor Matrix(a)
Factor
1
TT4 .877
TT3 .870
TT2 .796
TT1 .787
Extraction Method: Principal Axis Factoring.
a 1 factors extracted. 5 iterations required.
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy. .805
Approx. Chi-Square 750.618
df 6
Bartlett's Test of
Sphericity
Sig. .000
Communalities
Initial Extraction
TT1 1.000 .729
TT2 1.000 .739
TT3 1.000 .803
TT4 1.000 .810
Extraction Method: Principal Component Analysis.
Total Variance Explained
Initial Eigenvalues Extraction Sums of Squared Loadings
Component Total % of Variance Cumulative % Total % of Variance Cumulative %
1 3.080 77.008 77.008 3.080 77.008 77.008
2 .437 10.920 87.927
3 .305 7.622 95.549
4 .178 4.451 100.000
Extraction Method: Principal Component Analysis.
XXXV
Component Matrix(a)
Componen
t
1
TT4 .900
TT3 .896
TT2 .859
TT1 .854
Extraction Method: Principal Component Analysis.
a 1 components extracted.
PHỤ LỤC 5: BẢNG PHÂN TÍCH CFA
.25
dapung-
tincay
TC4
.50
e6
1.00
1
TC2
.48
e5
1.02
1
DU4
.47
e4
1.22
1
DU1
.56
e3
1.141
DU2
.31
e2 1.49
1
DU3
.33
e1
1.35
1
.41
huuhinh
HH9
.63
e10
HH4
.47
e9
HH15
.40
e8
HH14
.33
e7
1.00
1
1.11
1
1.021
.911
.48
dongcam
DC3
.36
e13
DC2
.36
e12
DC1
.34
e11
1.00
1
.841
.98
1
.97
vesinh
HH11
.20
e15
HH12
.51
e14
1
1
.56
trochoi
HH7
.42
e17
HH6
.39
e16
1
1
chi-square=203.263; df=109; P=.000
Chi-square/df=1.865;
GFI=.925; TLI = .933; CFI=.946
RMSEA=.055
.13
.16
.25
.31
.20
.21
.14
.33
.21
.27
.84
1.00
1.00
1.06
XXXVI
.25
dapung-
tincay
TC4
.50
e6
1.00
1
TC2
.48
e5
1.02
1
DU4
.47
e4
1.221
DU1
.56
e3 1.14
1
DU2
.31
e2 1.48
1
DU3
.33
e1
1.34
1
.41
huuhinh
HH9
.63
e10
HH4
.48
e9
HH15
.39
e8
HH14
.33
e7
1.00
1
1.11
1
1.031
.91
1
.50
dongcam
DC3
.34
e13
DC2
.37
e12
DC1
.35
e11
1.00
1
.811
.94
1
.93
vesinh
HH11
.23
e15
HH12
.48
e14
1
1
.56
dichvu
vuichoi
HH7
.42
e17
HH6
.39
e16
1
1
chi-square=356.040; df=209; P=.000
Chi-square/df=1.704;
GFI=.906; TLI = .925; CFI=.938
RMSEA=.049
.65
Phidv
GC1
.60
e23
1.001
GC2
.31
e22 .99
1
.28
giaca
GC6
.62
e21
1.00
1
GC3
.62
e20
1.261
GC5
.48
e19 1.39
1
GC4
.41
e18 1.49
1
.13
.17
.12
.24
1.00
.86
1.07
1.00
.20
.11
.13
.21
.14
.15
.27
.15
.23
.33
.21
.26
.22
.29
.14
.16
.30
XXXVII
PHỤ LỤC 6: BẢNG KIỂM ĐỊNH ĐỘ TIN CẬY
CROBACH’S ALPHA LẦN 2
6.1: Kiểm định độ tin cậy nhân tố đáp ứng – tin cậy
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based
on
Standardized
Items N of Items
.828 .827 6
Item Statistics
Mean Std. Deviation N
TC4 3.34 .872 290
TC2 3.46 .865 290
DU1 3.54 .945 290
DU2 3.52 .934 290
DU3 3.49 .889 290
DU4 3.10 .924 290
Summary Item Statistics
Mean Minimum Maximum Range
Maximum /
Minimum Variance
N of
Items
Item Means 3.410 3.103 3.541 .438 1.141 .027 6
Item Variances .820 .748 .893 .145 1.194 .004 6
Inter-Item Covariances .365 .284 .568 .284 1.998 .005 6
Inter-Item Correlations .444 .356 .683 .328 1.922 .006 6
Item-Total Statistics
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
TC4 17.12 11.924 .527 .281 .814
TC2 17.00 11.917 .534 .292 .813
DU1 16.92 11.395 .559 .322 .808
DU2 16.94 10.681 .704 .549 .777
DU3 16.98 11.096 .670 .515 .785
DU4 17.36 11.324 .591 .358 .801
Scale Statistics
Mean Variance Std. Deviation N of Items
20.46 15.855 3.982 6
XXXVIII
6.2: Kiểm định độ tin cậy nhân tố hữu hình
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based
on
Standardized
Items N of Items
.784 .789 4
Item Statistics
Mean Std. Deviation N
HH4 3.81 .992 290
HH9 3.56 1.022 290
HH14 4.19 .822 290
HH15 3.85 .912 290
Summary Item Statistics
Mean Minimum Maximum Range
Maximum /
Minimum Variance
N of
Items
Item Means 3.853 3.555 4.193 .638 1.179 .069 4
Item Variances .884 .675 1.044 .368 1.545 .027 4
Inter-Item Covariances .420 .339 .459 .120 1.355 .002 4
Inter-Item Correlations .483 .404 .563 .159 1.394 .003 4
Item-Total Statistics
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
HH4 11.60 4.926 .606 .389 .723
HH9 11.86 5.072 .536 .295 .763
HH14 11.22 5.506 .622 .416 .721
HH15 11.56 5.196 .614 .387 .719
Scale Statistics
Mean Variance Std. Deviation N of Items
15.41 8.582 2.929 4
6.3: Kiểm định độ tin cậy nhân tố đồng cảm
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based
on
Standardized
Items N of Items
.781 .782 3
XXXIX
Item Statistics
Mean Std. Deviation N
DC1 3.08 .894 290
DC2 3.22 .839 290
DC3 2.97 .918 290
Summary Item Statistics
Mean Minimum Maximum Range
Maximum /
Minimum Variance
N of
Items
Item Means 3.090 2.972 3.217 .245 1.082 .015 3
Item Variances .782 .704 .844 .140 1.199 .005 3
Inter-Item Covariances .425 .394 .462 .069 1.175 .001 3
Inter-Item Correlations .544 .511 .563 .052 1.102 .001 3
Item-Total Statistics
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
DC1 6.19 2.334 .645 .416 .674
DC2 6.05 2.568 .604 .368 .720
DC3 6.30 2.341 .609 .373 .715
Scale Statistics
Mean Variance Std. Deviation N of Items
9.27 4.896 2.213 3
6.4: Kiểm định độ tin cậy nhân tố vệ sinh
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based
on
Standardized
Items N of Items
.816 .816 2
Item Statistics
Mean Std. Deviation N
HH11 3.26 1.081 290
HH12 3.30 1.089 290
XL
Summary Item Statistics
Mean Minimum Maximum Range
Maximum /
Minimum Variance
N of
Items
Item Means 3.279 3.259 3.300 .041 1.013 .001 2
Item Variances 1.177 1.168 1.187 .018 1.016 .000 2
Inter-Item Covariances .811 .811 .811 .000 1.000 .000 2
Inter-Item Correlations .689 .689 .689 .000 1.000 .000 2
Item-Total Statistics
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
HH11 3.30 1.187 .689 .475 .(a)
HH12 3.26 1.168 .689 .475 .(a)
a The value is negative due to a negative average covariance among items. This violates reliability model
assumptions. You may want to check item codings.
Scale Statistics
Mean Variance Std. Deviation N of Items
6.56 3.978 1.994 2
6.5: Kiểm định độ tin cậy nhân tố dịch vụ vui chơi
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based
on
Standardized
Items N of Items
.745 .745 2
Item Statistics
Mean Std. Deviation N
HH6 2.84 1.014 290
HH7 2.95 .992 290
Summary Item Statistics
Mean Minimum Maximum Range
Maximum /
Minimum Variance
N of
Items
Item Means 2.893 2.838 2.948 .110 1.039 .006 2
Item Variances 1.006 .983 1.029 .046 1.046 .001 2
Inter-Item Covariances .597 .597 .597 .000 1.000 .000 2
Inter-Item Correlations .594 .594 .594 .000 1.000 .000 2
Item-Total Statistics
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
HH6 2.95 .983 .594 .352 .(a)
HH7 2.84 1.029 .594 .352 .(a)
XLI
Scale Statistics
Mean Variance Std. Deviation N of Items
5.79 3.207 1.791 2
6.6: Kiểm định độ tin cậy nhân tố giá cả
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based
on
Standardized
Items N of Items
.769 .768 4
Item Statistics
Mean Std. Deviation N
GC3 3.09 1.033 290
GC4 3.00 1.017 290
GC5 3.14 1.012 290
GC6 3.76 .950 290
Summary Item Statistics
Mean Minimum Maximum Range
Maximum /
Minimum Variance
N of
Items
Item Means 3.249 2.997 3.762 .766 1.255 .121 4
Item Variances 1.007 .902 1.067 .166 1.184 .005 4
Inter-Item Covariances .457 .373 .606 .233 1.625 .008 4
Inter-Item Correlations .453 .386 .589 .203 1.525 .006 4
Item-Total Statistics
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
GC3 9.90 5.672 .563 .328 .717
GC4 10.00 5.439 .640 .440 .675
GC5 9.85 5.642 .592 .387 .701
GC6 9.23 6.298 .485 .239 .755
Scale Statistics
Mean Variance Std. Deviation N of Items
13.00 9.512 3.084 4
XLII
6.1: Kiểm định độ tin cậy nhân tố chi phí dịch vụ
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based
on
Standardized
Items N of Items
.738 .742 2
Item Statistics
Mean Std. Deviation N
GC1 3.30 1.121 290
GC2 3.21 .975 290
Summary Item Statistics
Mean Minimum Maximum Range
Maximum /
Minimum Variance
N of
Items
Item Means 3.257 3.214 3.300 .086 1.027 .004 2
Item Variances 1.103 .951 1.256 .305 1.321 .047 2
Inter-Item Covariances .645 .645 .645 .000 1.000 .000 2
Inter-Item Correlations .590 .590 .590 .000 1.000 .000 2
Item-Total Statistics
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
GC1 3.21 .951 .590 .348 .(a)
GC2 3.30 1.256 .590 .348 .(a)
a The value is negative due to a negative average covariance among items. This violates reliability model
assumptions. You may want to check item codings.
Scale Statistics
Mean Variance Std. Deviation N of Items
6.51 3.496 1.870 2
XLIII
PHỤ LỤC 7: BẢNG PHÂN TÍCH HỒI QUY
6.1 Ảnh hưởng của các thành phần chất lượng dịch vụ đến sự thỏa mãn của
khách du lịch
MÔ HÌNH 1
Model Summary
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .808a .652 .633 .60565841
a. Predictors: (Constant), TRUNGNIEN3, TROCHOI, QUANLY,
CHITIEU12, PHIDICHVU, GIOITINH, GIACA, THUNHAP34,
NHANVIEN, DAPUNGTINCAY, VESINH, HUUHINH,
DONGCAM, TRETUOI12, THUNHAP12
ANOVAb
Model Sum of Squares df Mean Square F Sig.
Regression 188.491 15 12.566 34.257 .000a
Residual 100.509 274 .367
1
Total 289.000 289
a. Predictors: (Constant), TRUNGNIEN3, TROCHOI, QUANLY, CHITIEU12, PHIDICHVU,
GIOITINH, GIACA, THUNHAP34, NHANVIEN, DAPUNGTINCAY, VESINH, HUUHINH,
DONGCAM, TRETUOI12, THUNHAP12
b. Dependent Variable: HAILONG
XLIV
Coefficientsa
Unstandardized
Coefficients
Standardized
Coefficients
Collinearity
Statistics
Model B Std. Error Beta t Sig. Tolerance VIF
(Constant) .230 .253 .912 .363
DAPUNGTINCAY .146 .052 .136 2.813 .005 .539 1.854
HUUHINH .649 .053 .588 12.251 .000 .551 1.816
DONGCAM .025 .056 .022 .440 .660 .490 2.041
VESINH .097 .050 .090 1.960 .051 .605 1.652
TROCHOI .012 .050 .011 .231 .818 .587 1.703
GIACA .118 .040 .118 2.911 .004 .777 1.286
PHIDICHVU .062 .038 .062 1.646 .101 .892 1.121
GIOITINH -.057 .078 -.028 -.732 .465 .874 1.145
CHITIEU12 -.236 .111 -.083 -2.128 .034 .832 1.202
THUNHAP12 -.081 .206 -.038 -.394 .694 .139 7.208
THUNHAP34 .030 .198 .013 .151 .880 .165 6.068
QUANLY -.140 .194 -.032 -.721 .472 .642 1.558
NHANVIEN -.012 .086 -.006 -.136 .892 .725 1.380
TRETUOI12 .069 .173 .026 .398 .691 .292 3.419
1
TRUNGNIEN3 .098 .192 .030 .511 .610 .360 2.776
a. Dependent Variable: HAILONG
MÔ HÌNH 2
Model Summaryb
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .808a .652 .636 .60350587
a. Predictors: (Constant), TRUNGNIEN3, TROCHOI, QUANLY,
CHITIEU12, PHIDICHVU, GIOITINH, GIACA, THUNHAP12,
DAPUNGTINCAY, VESINH, HUUHINH, DONGCAM,
TRETUOI12
b. Dependent Variable: HAILONG
XLV
ANOVAb
Model Sum of Squares df Mean Square F Sig.
Regression 188.475 13 14.498 39.806 .000a
Residual 100.525 276 .364
1
Total 289.000 289
a. Predictors: (Constant), TRUNGNIEN3, TROCHOI, QUANLY, CHITIEU12, PHIDICHVU,
GIOITINH, GIACA, THUNHAP12, DAPUNGTINCAY, VESINH, HUUHINH, DONGCAM,
TRETUOI12
b. Dependent Variable: HAILONG
Coefficientsa
Unstandardized
Coefficients
Standardized
Coefficients
Collinearity
Statistics
Model B Std. Error Beta t Sig. Tolerance VIF
(Constant) .248 .173 1.429 .154
DAPUNGTINCAY .147 .052 .137 2.849 .005 .546 1.832
HUUHINH .650 .052 .589 12.414 .000 .560 1.786
DONGCAM .024 .055 .022 .439 .661 .493 2.030
VESINH .097 .049 .090 1.964 .050 .606 1.650
TROCHOI .013 .050 .012 .256 .798 .597 1.676
GIACA .117 .040 .117 2.916 .004 .779 1.284
PHIDICHVU .062 .038 .062 1.650 .100 .892 1.121
GIOITINH -.057 .078 -.028 -.731 .466 .882 1.134
CHITIEU12 -.234 .110 -.083 -2.127 .034 .838 1.194
THUNHAP12 -.104 .091 -.048 -1.149 .251 .712 1.404
QUANLY -.139 .180 -.032 -.775 .439 .744 1.345
TRETUOI12 .069 .172 .026 .401 .688 .293 3.415
1
TRUNGNIEN3 .096 .191 .030 .501 .617 .362 2.765
a. Dependent Variable: HAILONG
XLVI
MÔ HÌNH 3
ANOVAb
Model Sum of Squares df Mean Square F Sig.
Regression 188.384 11 17.126 47.318 .000a
Residual 100.616 278 .362
1
Total 289.000 289
a. Predictors: (Constant), QUANLY, TROCHOI, CHITIEU12, PHIDICHVU, GIOITINH,
GIACA, THUNHAP12, DAPUNGTINCAY, VESINH, HUUHINH, DONGCAM
b. Dependent Variable: HAILONG
Coefficientsa
Unstandardized
Coefficients
Standardized
Coefficients
Collinearity
Statistics
Model B Std. Error Beta t Sig. Tolerance VIF
(Constant) .309 .107 2.894 .004
DAPUNGTINCAY .148 .051 .138 2.880 .004 .548 1.825
HUUHINH .649 .052 .588 12.464 .000 .562 1.780
DONGCAM .024 .055 .022 .439 .661 .495 2.021
VESINH .097 .049 .090 1.980 .049 .608 1.644
TROCHOI .012 .050 .011 .234 .815 .599 1.668
GIACA .115 .040 .115 2.891 .004 .786 1.272
PHIDICHVU .061 .037 .061 1.622 .106 .898 1.113
GIOITINH -.054 .077 -.026 -.704 .482 .897 1.115
CHITIEU12 -.231 .109 -.081 -2.112 .036 .844 1.185
THUNHAP12 -.100 .087 -.046 -1.145 .253 .766 1.306
1
QUANLY -.171 .163 -.039 -1.054 .293 .905 1.104
a. Dependent Variable: HAILONG
XLVII
Model Summaryb
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .807a .652 .638 .60160449
a. Predictors: (Constant), QUANLY, TROCHOI, CHITIEU12,
PHIDICHVU, GIOITINH, GIACA, THUNHAP12,
DAPUNGTINCAY, VESINH, HUUHINH, DONGCAM
b. Dependent Variable: HAILONG
MÔ HÌNH 4
Model Summaryb
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .805a .649 .639 .60121793
a. Predictors: (Constant), CHITIEU12, VESINH, PHIDICHVU,
GIACA, TROCHOI, DAPUNGTINCAY, HUUHINH, DONGCAM
b. Dependent Variable: HAILONG
ANOVAb
Model Sum of Squares df Mean Square F Sig.
Regression 187.429 8 23.429 64.816 .000a
Residual 101.571 281 .361
1
Total 289.000 289
a. Predictors: (Constant), CHITIEU12, VESINH, PHIDICHVU, GIACA, TROCHOI,
DAPUNGTINCAY, HUUHINH, DONGCAM
b. Dependent Variable: HAILONG
XLVIII
Coefficientsa
Unstandardized
Coefficients
Standardized
Coefficients
Collinearity
Statistics
Model B Std. Error Beta t Sig. Tolerance VIF
(Constant) .234 .095 2.458 .015
DAPUNGTINCAY .159 .051 .148 3.136 .002 .559 1.789
HUUHINH .635 .051 .576 12.387 .000 .579 1.727
DONGCAM .021 .055 .020 .390 .697 .500 2.001
VESINH .097 .049 .089 1.977 .049 .612 1.634
TROCHOI .010 .050 .009 .201 .841 .600 1.667
GIACA .120 .040 .120 3.013 .003 .792 1.263
PHIDICHVU .065 .037 .065 1.736 .084 .903 1.108
1
CHITIEU12 -.274 .103 -.096 -2.647 .009 .943 1.061
a. Dependent Variable: HAILONG
MÔ HÌNH 5
Model Summaryb
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .805a .648 .641 .59938355
a. Predictors: (Constant), CHITIEU12, VESINH, PHIDICHVU,
GIACA, DAPUNGTINCAY, HUUHINH
b. Dependent Variable: HAILONG
ANOVAb
Model Sum of Squares df Mean Square F Sig.
Regression 187.329 6 31.222 86.905 .000a
Residual 101.671 283 .359
1
Total 289.000 289
a. Predictors: (Constant), CHITIEU12, VESINH, PHIDICHVU, GIACA, DAPUNGTINCAY,
HUUHINH
b. Dependent Variable: HAILONG
XLIX
Coefficientsa
Unstandardized
Coefficients
Standardized
Coefficients
Collinearity
Statistics
Model B Std. Error Beta t Sig. Tolerance VIF
(Constant) .244 .093 2.621 .009
DAPUNGTINCAY .171 .045 .159 3.819 .000 .716 1.397
HUUHINH .641 .049 .581 12.999 .000 .623 1.606
VESINH .101 .048 .093 2.104 .036 .638 1.568
GIACA .121 .039 .121 3.065 .002 .797 1.255
PHIDICHVU .067 .037 .067 1.806 .072 .913 1.096
1
CHITIEU12 -.285 .101 -.100 -2.832 .005 .989 1.011
a. Dependent Variable: HAILONG
MÔ HÌNH 6
Model Summaryb
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .803a .644 .638 .60176426
a. Predictors: (Constant), CHITIEU12, VESINH, GIACA,
DAPUNGTINCAY, HUUHINH
b. Dependent Variable: HAILONG
ANOVAb
Model Sum of Squares df Mean Square F Sig.
Regression 186.158 5 37.232 102.815 .000a
Residual 102.842 284 .362
1
Total 289.000 289
a. Predictors: (Constant), CHITIEU12, VESINH, GIACA, DAPUNGTINCAY, HUUHINH
b. Dependent Variable: HAILONG
L
Coefficientsa
Unstandardized
Coefficients
Standardized
Coefficients
Collinearity
Statistics
Model B Std. Error Beta t Sig. Tolerance VIF
(Constant) .254 .093 2.732 .007
DAPUNGTINCAY .183 .044 .171 4.131 .000 .733 1.364
HUUHINH .646 .049 .585 13.065 .000 .625 1.601
VESINH .112 .048 .103 2.343 .020 .648 1.543
GIACA .112 .039 .112 2.844 .005 .811 1.234
1
CHITIEU12 -.297 .101 -.105 -2.953 .003 .994 1.006
a. Dependent Variable: HAILONG
6.2 Ảnh hưởng của mức độ thỏa mãn đến lòng trung thành của khách du lịch
Model Summaryb
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .741a .549 .547 .67268654
a. Predictors: (Constant), HAILONG
b. Dependent Variable: TRUNGTHANH
ANOVAb
Model Sum of Squares df Mean Square F Sig.
Regression 158.678 1 158.678 350.664 .000a
Residual 130.322 288 .453
1
Total 289.000 289
a. Predictors: (Constant), HAILONG
b. Dependent Variable: TRUNGTHANH
LI
Coefficientsa
Unstandardized Coefficients
Standardized
Coefficients Collinearity Statistics
Model B Std. Error Beta t Sig. Tolerance VIF
(Constant) -1.006E-16 .040 .000 1.000 1
HAILONG .741 .040 .741 18.726 .000 1.000 1.000
a. Dependent Variable: TRUNGTHANH
LII
6.3 Biểu đồ phần dư chuẩn hóa
LIII
LIV
PHỤ LỤC 8: PHÂN TÍCH SEM
.25
dapung-
tincay
TC4
.50
e6
1.00
1
TC2
.48
e5
1.02
1
DU4
.47
e4
1.221
DU1
.56
e3 1.14
1
DU2
.31
e2 1.48
1
DU3
.33
e1
1.34
1
.39
huuhinh
HH9
.65
e10
HH4
.51
e9
HH15
.36
e8
HH14
.32
e7
1.00
1
1.09
1
1.091
.94
1
.51
dongcam
DC3
.33
e13
DC2
.37
e12
DC1
.36
e11
1.00
1
.801
.92
1
.91
vesinh
HH11
.26
e15
HH12
.46
e14
1
1
.56
dichvu
vuichoi
HH7
.42
e17
HH6
.39
e16
1
1
chi-square=707.958;df=435; P=.000
Chi-square/df=1.627;
GFI=.871; TLI = .932; CFI=.941
RMSEA=.047
thoaman
HL1
.20
e24
1.00
1
HL2
.25
e251.00
1
HL3
.27
e26
1.18 1
HL4
.33
e27
.95
1
HL5
.28
e28
1.00
1
trungthanh
TT1
.36
e291.00
1
TT2
.27
e30.97
1
TT3
.22
e31
1.27 1
TT4
.27
e32
1.31
1
.82
.18
z2
.10
z1
.64
Phidichvu
GC1
.61
e23
1.001
GC2
.30
e22 1.00
1
.28
giaca
GC6
.62
e21
1.00
1
GC3
.62
e20
1.261
GC5
.49
e19 1.39
1
GC4
.41
e18 1.50
1
1
.12
.16
.12
.24
1.00
.89
1.07
1.00
.21
.11
.13
.20
.14
.14
.28
.16
.23
.32
.20
.26
.22
.28
.14
.16
.30
.21
.76
.08
.04
.00
.15
.02
1
LV
.25
dapung-
tincay
TC4
.51
e6
1.00
1
TC2
.49
e5
1.02
1
DU4
.49
e4
1.211
DU1
.56
e3 1.16
1
DU2
.30
e2 1.53
1
DU3
.32
e1
1.38
1
.39
huuhinh
HH9
.65
e10
HH4
.52
e9
HH15
.36
e8
HH14
.32
e7
1.00
1
1.10
1
1.101
.96
1
chi-square=406.423;df=223; P=.000
Chi-square/df=1.823;
GFI=.893; TLI = .941; CFI=.948
RMSEA=.053
thoaman
HL1
.20
e24
1.00
1
HL2
.26
e251.00
1
HL3
.26
e26
1.18 1
HL4
.33
e27
.95
1
HL5
.29
e28
1.00
1
trungthanh
TT1
.36
e291.00
1
TT2
.27
e30.97
1
TT3
.22
e31
1.27 1
TT4
.27
e32
1.31
1
.82
.18
z2
.10
z1
.29
giaca
GC6
.61
e21
1.00
1
GC3
.62
e20
1.251
GC5
.51
e19 1.34
1
GC4
.40
e18 1.48
1
1
.12
.11
.14
.29
.81
.20
1
LVI
PHỤ LỤC 9: BẢNG THỐNG KÊ MÔ TẢ
Nơi sinh sống và làm việc của đối tượng khảo sat
Tỉnh TP Số người Phần Trăm Tỉnh TP Số người Phần Trăm
An Giang 2 .7% Hưng Yên 1 .3%
Bắc Ninh 2 .7% Kiên Giang 6 2.1%
Bến Tre 1 .3% Lâm Đồng 29 10.0%
Bình Định 7 2.4% Long An 4 1.4%
Bình Dương 13 4.5% Nam Định 1 .3%
Bình Thuận 9 3.1% Nghệ An 4 1.4%
Canada 2 .7% Nha Trang 4 1.4%
Cần Thơ 19 6.6% Ninh Bình 1 .3%
Đắc Lăk 6 2.1% Ninh Thuận 9 3.1%
Đà Nẵng 7 2.4% Quảng Bình 1 .3%
Đồng Nai 4 1.4% Quảng Nam 2 .7%
Gia Lai 1 .3% Quảng Ngãi 1 .3%
Hải Dương 1 .3% Sóc Trăng 1 .3%
Hải Phòng 1 .3% Tây Ninh 3 1.0%
Hà Nam 1 .3% Tiền Giang 4 1.4%
Hà Nội 14 4.8% TPHCM 109 37.6%
Hà Tĩnh 5 1.7% Vĩnh Long 5 1.7%
Huế 1 .3% Vũng Tàu 9 3.1%
Thống kê mô tả các biến trong các thang đo
N Minimum Maximum Mean Std. Deviation
TC1 290 1 5 3.68 .894
TC2 290 1 5 3.46 .865
TC3 290 1 5 3.33 .909
TC4 290 1 5 3.34 .872
DU1 290 1 5 3.54 .945
DU2 290 1 5 3.52 .934
DU3 290 1 5 3.49 .889
DU4 290 1 5 3.10 .924
NL1 290 1 5 3.80 .936
NL2 290 1 5 4.09 .877
NL3 290 1 5 3.61 .916
NL4 290 1 5 3.46 .869
NL5 290 1 5 3.41 .861
DC1 290 1 5 3.08 .894
DC2 290 1 5 3.22 .839
DC3 290 1 5 2.97 .918
GC1 290 1 5 3.30 1.121
LVII
GC2 290 1 5 3.21 .975
GC3 290 1 5 3.09 1.033
GC4 290 1 5 3.00 1.017
GC5 290 1 5 3.14 1.012
GC6 290 1 5 3.76 .950
GC7 290 1 5 3.50 .971
HH1 290 1 5 3.85 .855
HH2 290 1 5 3.26 .947
HH3 290 1 5 3.71 .965
HH4 290 1 5 3.81 .992
HH5 290 1 5 3.35 1.033
HH6 290 1 5 2.84 1.014
HH7 290 1 5 2.95 .992
HH8 290 1 5 3.69 .938
HH9 290 1 5 3.56 1.022
HH10 290 1 5 3.30 1.034
HH11 290 1 5 3.26 1.081
HH12 290 1 5 3.30 1.089
HH13 290 1 5 3.78 .964
HH14 290 1 5 4.19 .822
HH15 290 1 5 3.85 .912
HH16 290 1 5 3.65 .930
HL1 290 1 5 3.89 .834
HL2 290 1 5 3.62 .869
HL3 290 1 5 3.62 .981
HL4 290 1 5 3.91 .884
HL5 290 1 5 3.67 .885
TT1 290 1 5 3.76 .936
TT2 290 1 5 3.97 .870
TT3 290 1 5 3.59 1.026
TT4 290 1 5 3.43 1.077
Valid N
(listwise) 290
LVIII
Các file đính kèm theo tài liệu này:
noidung.pdf
