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1QUN TR CHT LNG DCH V- SERVICE QUALITY MANAGEMENT -
Th.S L Ch CngB mn Qun tr Du lch
DANH MC TI LIU THAM KHO
1. Nguyn nh Phan, Gio trnh Qun tr cht lng trong cc t chc, NXB Gio dc(Chng 4: Qun l cht lng dch v).
2. T Th Kiu An v cng s, Qun tr cht lng, NXB Gio dc.
3. Nguyn Vn nh, Trn Th Ha, Gio trnh Kinh t Du lch, NXB i hc KTQD,2008 (Chng 8: Cht lng dch v du lch).
4. Stephen J. Page, Tourism Management, Linacre Hourse, Jordan Hill, Oxford OX28DP 200 Wheeler Road, Burlington MA, 2003 (Chapter 10: The management oftourism - Managing service provision; Service provision in tourism).
5. Chris Cooper, John Fletcher, Alan Fyall, David Gilbert, Stephen Wanhill, TourismPrinciples & Practice, Pearson Education Limited, Edinburgh Gate Harlow, 2005(Chapter 16: Managing Marketing for Tourism - The service product, Tourismproducts and risk, Planning the service encounter, Quality management).
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2CHNG I
DCH V V CHT LNG DCH V
1.1 NHNG VN CHUNG V DCH V
1.1.1 Khi nim
1.1.2 Phn loi dch v
1.1.3 c im ca dch v
1.2 CHT LNG DCH V
1.2.1 Khi nim
1.2.2 M hnh cht lng dch v
1.2.3 Cc yu t nh hng n cht lng dch v
Dch vl g?
?
ISO 8402
Dch v l ktqu to ra do cchot ng tip
xc gia ngicung ng v
khch hng vcc hot ng
ni b ca ngicung ng png nhu cu ca
khch hng
1.1 NHNG VN CHUNG V DCH V
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3CC HOT NG DCH V?
Khch sn, nh hng
Vui chi, gii tr v bo tng
Chm sc sc khe, bo him
Gio dc, o to, t vn
Dch v sa cha
Ti chnh, ngn hng
Bn bun, bn l
Giao thng vn ti, cc phng tin cng cng
in, nc
Bu chnh, vin thng
Khu vc Chnh ph (Ta n, cnh st, qun i, cu ha)
1. Dch v cn bn: L hot ng thc hin mc ch chnh,chc nng nhim v chnh
03 B PHN HP THNH CA DCH V
2. Dch v h tr: L hot ng to iu kin thc hin ttdch v cn bn
3. Dch v ton b: Bao gm dch v cn bn v dch v htr
Vi mt hot ng nht nh nhiukhi kh tch bch gia sn phm,
dch v v sn xut gn rt cht vi dch v
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41. Khch hng: ang nhn dch v v cc khch hng khc
CC YU T CU THNH DCH V
2. C s vt cht: Phng tin, thit b, mi trng, khungcnh
3. Nhn vin phc v, hot ng dch v: Dch v va lmc tiu va l kt qu ca h thng dch v
4. Sn phm i km
TheoMcch
(Dch vphi linhun;
dch v vli nhun)
Theochth
thchindchv
(Nhnc; tchc xhi; nv kinhdoanh)
1.1.2 PHN LOI DCH V
Theo mc tiu
chun ha(Dch vc kh
nng tiuchun hacao; dchv c khnng tiuchun ha
thp)
Theo nidung
(Dch vdu lch;
Giaothng;
sc khe;sa chabo tr;
gio dco to;nghincu)
Dch vtheo
yu cu(T vn;Nghincu -
Tnh tch cao)
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5.
.
..
1.1.3 C IM CA DCH V
?
Lm g cung cpdch v
c hiu qu?
Quan nim vcht lng
dch v
?ISO 8402
Tp hp ccc tnh ca
mt i tngc kh nng
tha mn ccyu cu nura hoc tim
n
1.2 CHT LNG DCH V
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61.2 CHT LNG DCH V
S tha mnca khch hng
(CustomerSatisfaction)
(B)Cht lngmong i
=(A)
Cht lngt c
(B)Cht lngmong i
(A)Cht lng
t c
ExpectationPerformanceSatisfaction
1.2 CHT LNG DCH V
.
?S mong i(k vng caKhch hng)
..
..
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7NM KHONG CCH CHT LNG DCH V
Parasuraman & ctg (1985)
Mi quan h gia cht lng dch v, s tha mn khch hng
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8Mi quan h gia cht lng dch v, hnh nh, s thamn v lng trung thnh ca khch hng
Mi quan h gia cht lng dch v, hnh nh, s thamn, s truyn ming, lng trung thnh ca khch hng
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9Mi quan h gia cht lng tri nghim, gi tr cm nhn,s tha mn, nh hnh vi ca khch hng
Mi quan h gia cht lng chuyn i, gi tr cm nhn, hnhnh im n, s tha mn, nh hnh vi ca khch hng
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Mi quan h gia sn phm du lch, nhn thc tm quan trng,tha mn vi chuyn i, trung thnh im n, truyn ming
Mi quan h gia cht lng, gi tr cm nhn, s thamn v lng trung thnh ca khch hng
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Mi quan h gia cht lng, gi tr cm nhn, s thamn v lng trung thnh ca khch hng
Mi quan h gia cht lng dch v siu th, gi c cm nhnv trung thnh siu th
Chng loiHng ha
Nhn vinPhc v
Trng bySiu th
Mt bngSiu th
An tonSiu th
Cht lngDch vSiu th
Trung thnhSiu th
Gi cCm nhn
H2
H1
Th & Trang, 2007 (Nghin cukhoa hc Marketing
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YU T NH HNG N CHT LNG DCH V
CHNHTR
PHPLUT
VNHO XHI
KHOA HC CNG NGH T NHIN
MI TRNG V MKINH T
MI TRNG VI MI TH TIM N
NHCUNGNG
KHCHHNG
DCH V THAY TH I TH HIN TI
CHT LNG DCH V(Ca mt doanh nghip)
YU T NH HNG N CHT LNG DCH V
Men
Methods Materials
Machine
Money
CHT LNG DCH V(Ca mt doanh nghip)
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CHNG IIO LNG CHT LNG DCH V
2.1 NHNG VN CHUNG V O LNG CHT LNG DCH V
2.1.1 Mt s kh khn trong vic o lng cht lng dch v
2.1.2 Mt s phng php o lng cht lng dch v
2.2 MT S M HNH O LNG CHT LNG DCH V
2.2.1 M hnh SERVQUAL (Service Quality)
2.2.2 M hnh IPA (Importance-Performance Analyzis)
2.1 NHNG VN CHUNG
Why measure performance?
When you can measure what you are speaking about and
express it in numbers, you know something about it. You
cannot manage what you cannot measure.
Kelvin Anon
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2.1 NHNG VN CHUNG
Mt s khkhn ca olng cht
lng dch v
?
?
.
..
.
2.1 NHNG VN CHUNG
Mt sphng phpo lng chtlng dch v
?
..
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2.2 M HNH O LNG CHT LNG DCH V
Cc mhnh olngcht
lngdch v
1. SERVQUAL Model
2. IPA Model
2.2.1 SERVQUAL Model
Parasuramanv cng s
(1985)(Cht lngca dch v
cm nhn bikhch hng c
th m hnhthnh 10 thnh
phn)
1. Tin cy (Reliability)
2. p ng (Responsiveness)
3. Nng lc phc v (Competence)
4. Tip cn c (Access)
5. Tc phong (Courtesy)
6. Giao tip (Communication)
7. S tn nhim (Credibility)
8. Tnh an ton (Security)
9. Thu hiu khch hng (Understanding the customer)
10. Phng tin hu hnh (Tangibles)
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Thnh phn Ni dung
1. Tin cy Kh nng thc hin dch v ph hp ha hn mt cch ng tincy v chnh xc ng thi hn ngy t u
2. p ng S mong mun v sn sng ca nhn vin phc v cung cp dchv cho khch hng
3. Nng lc phc v Trnh chuyn mn thc hin nhim v. Nng lc phc vbiu hin khi nhn vin tip xc vi khch hng
4. Tip cn To iu kin d dng cho khch hng trong vic tip cn vi dchv nh rt ngn thi gian ch i ca khch hng, a im phc
v v gi m ca thun li cho khch hng
5. Tc phong Tnh cch phc v nim n, tn trng v thn thin vi khch hng
Thnh phn Ni dung
6. Giao tip Giao tip, thng t cho khch hng bng ngn ng m hhiu bit d dng v lng nghe khch hng; iu chnh cch
giao tip i vi tng nhm khch hng
7. S tn nhim Trung thc, kh nng to lng tin cho khch hng, lm chokhch hng tin cy vo cng ty
8. Tnh an ton Khng c nguy him, ri ro, kh nng bo m s an ton chokhch hng v vt cht, ti chnh, bo mt thng tin
9. Hiu bit khch hng N lc tim hiu khch hng; ghi nh yu cu c th ca tngngi; Hiu bit nhu cu khch hng
10. Phng tin hu hnh Ngoi hnh, trang phc ca nhn vin, trang thit b phc vcho dch v
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Thnh phn Ni dung
1. tin cy
(Reliability) Kh nng thc hin dch v ha hn mt cch ng tin cy v chnh xc
2. S m bo
(Assurance) Kin thc v tc phong ca nhn vin phc v, cng nh kh nng gy lng
tin v s tn nhim ca h
3. Tnh hu hnh
(Tangibles) iu kin vt cht, thit b v hnh thc bn ngoi ca nhn vin phc v
4. S thu cm
(Empathy) Quan tm, lu c nhn i vi tng khch hng
5. Trch nhim
(Responsiveness Sn sng gip khch hng v cung cp dch v mau l
Parasuraman v cng s (1990) - Thang o SERVQUAL bao gm 05 thnh phn (RATER)
Parasuraman v cng s (1990) - Thang o SERVQUAL bao gm 05 thnh phn
Thang o ny t tin cy v gi tr. N c th p dng trong mi trngdch v khc nhau.
Tuy nhin, mt s nghin cu: (1) Bakakus & Boller, 1992 (An empiricalassessment of the SERVQUAL scale-Journal of Business Research, 24: 253-268); (2) Behara et al., 2002 (Modeling and evaluating service qualitymeasurement using neutral networks-International Journal of Operation& Production Management, 48: 1162-1185); (3) Robinson, 1999 (Measuringservice quality: current thinking and future requirements-MarketingIntelligence & Planning, 17: 21-32) cho rng cht lng dch v thay itheo bi cnh khc nhau nh loi hnh dch v, th trng.
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Tho lun nhmThang o 1
Nghin cu nh lng
Cronbach alpha Loi bin c h s tng quan vi bin tng nh (0.6 tt; qu ln khng tt)
EFA Loi bin c trng s nh (Factor loading 50%)
CFA
SEM
Loi bin c trng s CFA nh; Kim tra thch hp ca m hnh; Kim tra gi tr hi t, gi tr phn bit, tnh n hng; Tnh h s tin cy tng hp, phng sai trch c.
Kim tra thch hp ca m hnh v gi tr lin h lthuyt
C s l thuyt iu chnh
Thang o 2
Kim tra cc gi tr ca bin tit ch c xut trongm hnh nghin cu
Gi t cc kt qu nghin cu v kin ngh
2.2.2 IPA Model
IPA (1974)(1) Tm quan
trng tng ica cc thuc
tnh cht lngc a ra;
(2) nh gi cakhch hng v s
thc hin ccthuc tnh.
Rt quan trng
t quan trng
Thchin
rt tt
Thchin
mct yu
cu
A. Vng cnch
B. Vng cnduy tr
cng vic tt
D. Vng lngph
C. Vng tc u tin
Ngun: Martilla, J. & James J. (1977) Importance- Performance Analysis.Journal of Marketing, 14 (January), 77-79.
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Qu trnh pht trin IPA
H thng c s l thuyt lin quan n cht lng dch v cn cp(Khch sn, nh hng, l hnh, th thao du lch, v.v...)Bc 1
Bc 2
Bc 3
Bc 4
Lp danh mc cc thuc tnh lin quan n vic nh gi cht lng dch v cp(S dng phng php phn tch nh tnh thc hin)
Xy dng thang o nh gi cht lng dch v cp(S dng 02 tiu thc quan trng trong thang o nh gi:Tm quan trng v s thc hin)
Thu thp d liu t khch hng nh gi cht lng dch v cp(S dng phng php phn tch nh lng thc hin)
Bc 5 X l cc d liu nh gi cht lng dch v cp, biu din ln s (S dng phng php phn tch nh lng thc hin)
Bc 6 Gi cc kt qu nghin cu v kin ngh
IPA Model
Ngun: Hudson & Shephar, 2000. Tp ch Marketing du lch v l hnh, s 7, nm 2000
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IPA Model
IPA Model
Hnh 3. So snh s khc nhau gia s thc hin vtm quan trng ca mi thnh phn cht lng
00.5
11.5
22.5
33.5
4
Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10
Q11
Q12
Thnh phn cht lng (Q)
Gi
tr t
rung
bn
h
S thc hinTm quan trng
Ngun: Biu din li t kt qu nghin cu ca Hudson & Shephar, 2000. Tp ch Marketing Du lch v lhnh, s 7, nm 2000.
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CHNG IIIQUN L V NNG CAO CHT LNG DCH V
3.1 NHNG VN CHUNG V QUN L CHT LNG DCH V
3.1.1 Khi nim
3.1.2 Ni dung ca qun l cht lng dch v
3.1.3 Vai tr ca qun l cht lng dch v
3.2 M HNH H THNG QUN L CHT LNG DCH V THEO
QU TRNH
3.3 NNG CAO CHT LNG DCH V
3.4 NH GI NNG CAO CHT LNG DCH V
Qun l chtlng dch v
?
ISO 9000
Qun l cht lng l tphp cc hot ng c chc
nng qun l chung nhm ra chnh sch cht lng vthc hin n bng cc binphp nh: hoch nh chtlng, t chc thc hin,
kim sot cht lng, mbo cht lng, ci tin
cht lng trong khun khca h thng cht lng.
3.1 QUN L CHT LNG DCH V
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3.1 QUN L CHT LNG DCH V
Xc nh mc tiu qun l cht lng dch v
Xy dng v thc hin chnh sch cht lng
Xy dng v thc hin h thng cht lng
m bo v s dng cc ngun lc
Ni dung caqun l cht
lng dch v
?
3.1 QUN L CHT LNG DCH V
.
..
..
..
Mc tiu qunl cht lng
dch v
?
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L , nh hng chungca doanh nghip v chtlng do lnh o cao nhttrong doanh nghip ra.
Phi c s thng nht ca ton thcc thnh vin trong doanh nghip
Phi cng khai trong t chc cng nhcc i tng c lin quan
Phi th hin c s cam kt v chtlng dch v
Chnh sch cht lngl g?
Chnh sch cht lngl g?
Cc yu cu ca chnhsch cht lng
Cc yu cu ca chnhsch cht lng
3.1 QUN L CHT LNG DCH V
3.1 QUN L CHT LNG DCH V
H thng chtlng dch v
(yu t c bn)
?
Trch nhimca lnh oTrch nhimca lnh o
Tip xc viKhch hngTip xc viKhch hng
C cu caH thng
Cht lng
C cu caH thng
Cht lngCc ngun lcCc ngun lc
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3.1 QUN L CHT LNG DCH V
Qu trnh Marketing
Qu trnh thit k
Qu trnh cung ng dch v
Phn tch v ci tin vic thc hin dch v
H thngcht lng dch v
(cc yu t iu hnh)
?
Cc nhu cuDch v
Cc nhu cuDch v
Nghin cuTh trngNghin cuTh trng
M tDch v
Qu trnhThit k
Quy nhDch v
Quy nhChuyn giao
Quy nhKim sot
Phn tch v ci tinVic thc hin dch v
nh gi caNh cung ng
nh gi caKhch hng
Kt quDch vKt quDch v
Qu trnh cung ngDch v
Qu trnh cung ngDch v
Ngicung cp
Khchhng
Mt tip xcMt tip xc
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3.1 QUN L CHT LNG DCH V
Nhn lc (tuyn dng, s dng, nh gi,o to v pht trin nhn lc)
Vt lc (thit b, kho tng,...)
Ti lc (huy ng, s dng ngun ti chnh,...)
m bo v sdng ngun lc
?
Vai tr caqun l cht
lng dch v?
?
Nhn vin
Khch hng
Doanh nghip
X hi
3.1 QUN L CHT LNG DCH V
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3.2 QUN L CHT LNG DCH V THEO QU TRNH
M hnh QMS theo qu trnh
Lung thng tin
Ci tin lin tc QMS
Trch nhim lnh o
Qu trnh sn xut v cung ng
Qunl
ngunlc
olngphntchcitin
Khchhng
Sthamn
ura
Khchhng
Yucu
uvo
Snphm
dch v
3.3 NNG CAO CHT LNG DCH V
Xem xt s khng ph hpxc nh vn cn phc
hi (ngun thng tin)
Xem xt, nh gi cc hotng phc hi
Xc nh nguyn nhn t skhng ph hp
(S xng c)
Phn tch kt qu, lu h sv cc hot ng c
thc hin
Hoch nh v nh gi cchot ng cn thit mbo rng s khng ph hp
khng ti din
Xc nh v thc hin cchot ng cn thit phc
hi
Duy tr thng qua hot ng phc hi dch v
Duy tr cht lng dch v
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S NHN QU
Men Method
Materials Money
Machine
Enviroment
Ch tiucht lng
3.3 NNG CAO CHT LNG DCH V
Xem xt s khng ph hptim n
(Nghin cu cc phn nnca khch trc y)
Xem xt, nh gi cc hotng phng nga c thc
hin
Xc nh nguyn nhn gy ras khng ph hp tim n
Phn tch kt qu, lu h sv cc hot ng c
thc hin
nh gi nhu cu thc hincc hot ng phng nga
vic xut hin s khng phhp
Xc nh v thc hin cchot ng cn thit phng
nga
Duy tr thng qua hot ng phng nga dch v
Duy tr cht lng dch v
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3.3 NNG CAO CHT LNG DCH V
04 nguyn tc nng cao cht lng dch v
Xc nh cht lng l trc ht ch khng phi l li nhunP1
Coi trng cht lng i ng lao ngP2
Gii quyt mt cch tng th, cc kha cnh khc nhauP3
Kim tra nhm hn ch, ngn chn v khc phc sai stP4
3.4 NH GI NNG CAO CHT LNG DCH V
Cc tiu thc gip nh gi nng cao cht lng dch v
Khch hng ngy cng tha mn hn v cht lng dch vI1
Nng cao c kh nng thu ht khch hngI2
Nng cao cht lng i ng lao ngI3
u t i mi o to, nng cp c s vt cht k thutI4
Bo hnh dch vI5
p dng h thng qun l cht lng theo tiu chun quc tI6
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CHNG IVTIU CHUN H THNG QUN L CHT LNG DCH V
4.1 NGUYN L XY DNG V VN HNH H THNG QUN L CHT LNG DCH V
4.2 YU CU XY DNG H THNG QUN L CHT LNG DCH V
4.3 H THNG QUN L CHT LNG ISO 9000
4.3.1 Gii thiu b tiu chun ISO 9000
4.3.2 Cc nguyn tc ca ISO 9000
4.3.3 Cu trc ca ISO 9000
4.3.4 Ti liu ISO 9000
4.3.5 Trin khai p dng ISO 9000 trong t chc
4.1 NGUYN L XY DNG V VN HNH H THNGQUN L CHT LNG DCH V
- H thng qun l cht lng dch v quyt nh cht lng dch v
(m bo sn phm v dch v tha mn nhu cu, duy tr tiu chun,
ci tin hiu qu, quan tm n cht lng);
- Qun l theo qu trnh;
- Phng nga hn khc phc;
- Lm ng ngay t u.
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4.2 YU CU XY DNG H THNG QUN L CHT LNG DCH V
(1) La chn tiu chun h thng qun l cht lng ph hp vi lnh vc kinh doanh;
(2) Xy dng da trn nguyn tc phng nga;
(3) m bo s tham gia ca mi thnh vin;
(4) C s cam kt ca Lnh o;
(5) Xc nh y cc qu trnh;
(6) Vn bn ha;
(6) nh gi thng xuyn.
H thng qun l cht lng
theo tiu chun ca t chc tiu
chun ha quc t (ISO 9000)
p dng dng cho mi t chc.
4.3 H THNG QUN L CHT LNG ISO 9000
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4.3.1 ISO 9000 L G?
L H thng vn bn quy nh cc yu cu vQMS nhm m bo, duy tr v p dng ccbin php ci tin cht lng khng ngng tha mn khch hng, yu cu ca nh chkhc v nng cao hiu qu sn xut kinh doanh.
4.3.1 S PHT TRIN ISO 9000
ISO 9000:1987 - Ban hnh phin bn u tin;
ISO 9000:1994 - Sa i ln u tin (ISO 9000; ISO 9001; ISO 9002; ISO 9003)
ISO 9000:2000 - Sa i ln 2 (ISO 9000; ISO 9001; ISO 9004; ISO 19011)
ISO 9000:2004 - Sa i v ban hnh phin bn mi nht tiu chun Hng dn ci tin;
ISO 9000:2005 - Sa i v ban hnh phin bn mi nht tiu chun C s t vng;
ISO 9000:2008 - Sa i v ban hnh phin bn mi nht tiu chun Tiu chun cc yu cu.
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4.3.2 CC NGUYN TC CA ISO 9000
ISO9000
nh hngkhch hngTrch nhim
lnh oS tham gia
ca mi ngi
Cch tip cnH thng
Phng phpqu trnh
Ci tinLin tc Hp tc vinh cung ng
Q da trns kin
4.3.3 Cu trc ISO 9000(Phin bn c - 2000)
ISO9004:2000
ISO19011:2000ISO9000:2000
ISO9001:2000
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4.3.3 Cu trc ISO 9000(Phin bn mi nht - 2008)
4.3.4 TI LIU QMS THEO ISO 9000
S tay cht lng (Quality Mannual)
Hng dn cng vic
A
B
C
Cc th tc (Procedures)
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S TAY CHT LNG (STCL)
L ti liu cung cp nhng thng tin nht qun cho ni b v bn ngoiv QMS ca t chc;
STCL phi thch hp vi quy m ca t chc, n gin, d hiu, d nh,d thc hin.
STCL bao gm cc ni dung:+ Phm vi p dng;
+ Chnh sch cht lng;
+ Mc tiu cht lng;
+ Danh mc cc th tc, quy trnh ca QMS.
CC TH TC - QUI TRNH
L cch thc c th tin hnh mt hot ng hay mt qu trnh
Son tho th tc - quy trnh da trn:+ Chnh sch cht lng;
+ Mc tiu cht lng;
+ Cc chun mc cht lng ca sn phm;
+ Quy tc 5W + 1H.
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HNG DN CNG VIC (HDCV)
L cch thc hin mt cng vic (c th l mt qu trnh) c th to rasn phm p ng cc yu cu ca khch hng
thc hin mt th tc - quy trnh c th c nhiu hng dn cng vic
Son tho HDCV thng da trn:+ M t cng vic;
+ Cc yu cu chuyn mn v cng vic;
+ Cc tiu chun nh gi cng vic;
+ Danh mc cc th tc, quy trnh ca QMS.
4.3.5 Trin khai p dng ISO 9000 trong t chc
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4.3.5 Trin khai p dng ISO 9000 trong t chc
Tng nng sutv gim gi thnh
Tng tnh cnh tranh
Cung ng cho x hiSn phm cht lng tt
Tng uy tn ca doanh nghipv m bo cht lng
Vt qua cc ro cnk thut trong thng mi
4.3.5 LI CH CA P DNG ISO 9000 TRONG DOANH NGHIP
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4.3.5 TNH HNH P DNG ISO 9001:2008 TRONG T CHC