Xquan Tri Chat Luong Dich Vu_ Le Chi Cong

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).

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

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

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)

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

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)

..

..

7NM KHONG CCH CHT LNG DCH V

Parasuraman & ctg (1985)

Mi quan h gia cht lng dch v, s tha mn khch hng

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

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

10

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

11

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

12

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)

13

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

14

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

?

..

15

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)

16

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

17

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.

18

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.

19

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

20

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.

21

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

22


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

?


.

..

..

..

Mc tiu qunl cht lng

dch v

?

23

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



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

24


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

25


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


26

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


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

27

S NHN QU

Men Method

Materials Money

Machine

Enviroment

Ch tiucht lng


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

28


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

29

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.

30

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

31

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.

32

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

33

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)

34

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.

35

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.


36


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

37

4.3.5 TNH HNH P DNG ISO 9001:2008 TRONG T CHC

Xquan Tri Chat Luong Dich Vu_ Le Chi Cong

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