Chất Lượng dịch vụ - Sự thỏa mãn và lòng trung thành trường hợp các Khu du lịch tại TP Đà Lạt

Trong quá trình phỏng vấn, tác giả đã ghi nhận được nhiều ý kiến của du khách về du lịch đà lạt. Và có những tóm tắt như sau: Đối với những du khách lần đầu tiên đến Đà Lạt họ rất thích thú và cảm thấy rất hài lòng về cảnh quan và con người nơi đây. Đối với nhứng du khách đã đến nhiều lần họ thấy được sự thay đổi của thành phố Đà Lạt và sự thay đổi của những khu du lịch tại đây ngày một tệ hơn nên giữa hai đối tượng này có những cảm nhận rất khác nhau. Trong số người phỏng vấn có 5 người là tour guirevà họ có những nhận xét về du lịch đà lạt như: So sánh về du lịch của Đà Lạt với các thành phố du lịch khác thì chi phí rẻ hơn Nha Trang, Phan Thiết. Tuy nhiên dịch vụ còn nghèo nàn về các khu vui chơi, vệ sinh các khu du lịch không được sạch sẽ, hiện tượng chèo kéo khách ở chợ Đà Lạt, đến mùa lễ hội là tăng giá chóng mặt về chất lượng dịch vụ ở các khách sạn thua xa không chuyên nghiệp so với du lịch của Đà Nẵng. Trong số 129 người trả lời câu hỏi mở “ theo anh/chị cần làm gì để nâng cao chất lượng dịch vụ của khu du lịch này?” thì có đến 38% số người có ý kiến về thêm dịch vụ tr ò chơi. Có 14% người không hài lòng về thái độ của nhân viên và yêu cầu nhân viên phải nhiệt tình hơn nữa. 8% số người có ý kiến là xây dưng thêm nhà vệ sinh và cũng 8% ý kiến yêu cầu nhà vệ sinh cần sạch sẽ hơn.

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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

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