2

Tp ch Khoa hc HQGHN, Kinh t v Kinh doanh, Tp 29, S 1 (2013) 11-22
11
Nghin cu cc m hnh nh gi cht lng dch v
Phan Ch Anh
*
, Nguyn Thu H, Nguyn Hu Minh

Trng i hc Kinh t - i hc Quc gia H Ni,
144 Xun Thy, Cu Giy, H Ni, Vit Nam
Nhn ngy 27 thng 02 nm 2013
Chnh sa ngy 28 thng 3 nm 2013; chp nhn ng ngy 26 thng 4 nm 2013
Tm tt: Nghin cu v cht lng dch v pht trin lin tc trong hai thp k qua, thu ht
nhiu s quan tm t cc hc gi v cung cp cc pht hin qu bu cho x hi. Bi vit ny tp
trung gii thiu 7 m hnh tiu biu nh gi cht lng dch v, phn tch c im cc m hnh,
kt qu p dng cc m hnh ny vo nghin cu trong thc t. Vic tng hp v phn tch cc m
hnh ny cho thy, nh gi cht lng dch v ph thuc ng k vo loi hnh dch v, yu t
thi gian, nhu cu khch hng Ngoi ra, s k vng ca khch hng i vi cc dch v c th
cng thay i theo cc yu t nh thi gian, s ln s dng dch v, s cnh tranh trong mi
trng ngnh Bn cnh , bi vit cng ch ra hn ch ca tng m hnh nhm cung cp ti
liu tham kho cng nh cung cp gi cho nhng hng nghin cu mi trong lnh vc ny.
T kha: Cht lng dch v, m hnh.
1. Tng quan *
Trong hai thp k qua, bi cnh kinh
doanh thay i ng k. S trao i, chia s
thng tin din ra nhanh chng, thun tin hn
trc h tr tch cc cho vic duy tr mi quan
h rng khp vi cc i tc thng mi v
mng li khch hng. Bn cnh , sc p t
th trng cnh tranh gay gt buc doanh
nghip phi thay i sn phm, dch v mt
cch linh hot v hiu qu; ng thi phi ch
trng gii thiu sn phm, dch v mi nhm
p ng nhanh chng nhu cu khch hng.
Cht lng dch v c xem l phng thc
tip cn quan trng trong qun l kinh doanh
______
* Tc gi lin h. T: 84-949502031
Email: anhpc@vnu.edu.vn
nhm m bo s hi lng ca khch hng,
ng thi gip tng kh nng cnh tranh v
hiu qu ca ngnh (Arun Kumar G.,
Manjunath S. J. v Naveen Kumar H., 2012).
Theo Hip hi Cht lng Hoa K (ASQ),
cht lng l ton b cc tnh nng v c im
m mt sn phm hay dch v em li nhm
p ng nhng nhu cu t ra t khch hng.
Parasuraman v cng s (1985) cho rng cht
lng dch v l khong cch gia s mong i
ca khch hng v nhn thc ca h khi s
dng qua dch v. Theo quan im ca Philip
Kotler v cng s (2005), cht lng dch v
c nh ngha l kh nng ca mt dch v
bao gm bn tng th, tin cy, chnh
xc, s d vn hnh, d sa cha v cc thuc
tnh c gi tr khc thc hin cc chc nng
P.C. Anh v nnk. / Tp ch Khoa hc HQGHN, Kinh t v Kinh doanh, Tp 29, S 1 (2013) 11-22

12
ca n. Ngoi ra, do mi trng vn ha khc
nhau, ngi tiu dng mi quc gia khc
nhau c th c nhn thc khc nhau v cht
lng dch v mi loi hnh dch v khc
nhau (Malhotra v cng s, 2005; Nguyn Th
Mai Trang, 2006).
Trong bi cnh nghin cu hin nay, nh
gi cht lng dch v l vn thu ht rt
nhiu s quan tm ca gii nghin cu cng
nh doanh nghip. K t thp nin 1980, cc
nh khoa hc bt u nghin cu c s l
thuyt v xut mt s m hnh thc chng
(empirical model) v nh gi cht lng dch
v. in hnh l cc xut ca Gronroos
(1984), Parasuraman v cng s (1985). T sau
nm 1990 v trong thp k u ca th k XXI,
cc nh khoa hc nh Cronin v Taylor (1992),
Sweeney v cng s (1997), Dabholkar v cng
s (2000) pht trin cc khung phn tch
nh gi cht lng dch v vi nhiu yu t
cu thnh khc nhau, ng dng trong cc lnh
vc cht lng dch v khc nhau. Do , bi
vit h thng li 7 m hnh nh gi cht lng
dch v tiu biu c cng b trn cc tp
ch khoa hc hng u, nh International
Journal of Service Industry Management,
European Journal of Marketing, Journal of
Marketing nhm cung cp ti liu tham kho
cho vic nghin cu v p dng cc m hnh
ny ti cc c s nghin cu v doanh nghip.
2. Khi qut v cc m hnh nh gi cht
lng dch v
2.1. M hnh nh gi cht lng k thut/chc
nng ca Gronroos (1984)
Theo m hnh ny, cht lng dch v c
nh gi bng cch so snh gia gi tr m
khch hng mong i trc khi s dng dch v
v gi tr m khch hng nhn c khi s dng
dch v.
Vn nghin cu: Cht lng k thut v
cht lng chc nng nh hng th no ti
dch v cung cp v khch hng cm nhn v
nhng yu t ra sao?
o lng cht lng dch v, Gronroos
a ra ba tiu ch: cht lng k thut, cht
lng chc nng v hnh nh (Hnh 1).
Gf

Hnh 1. M hnh cht lng k thut/chc nng.
Ngun: Gronroos (1984)
K vng v
dch v
Cht lng dch v
cm nhn
Dch v nhn c
Hnh nh
Cht lng k thut
Cht lng chc nng
Ci g?
Th no?
Cc hot ng marketing truyn
thng (qung co, PR, xc tin bn)
v cc yu t bn ngoi nh truyn
thng, t tng v truyn ming)

13
fg
(1) Cht lng k thut m t dch v c
cung cp l g v cht lng m khch hng
nhn c t dch v.
(2) Cht lng chc nng m t dch v
c cung cp th no hay lm th no khch
hng nhn c kt qu cht lng k thut.
(3) Hnh nh l yu t rt quan trng, c
xy dng ch yu da trn cht lng k thut
v cht lng chc nng ca dch v, ngoi ra
cn mt s yu t khc nh truyn thng,
truyn ming, chnh sch gi, PR).
2.2. M hnh khong cch cht lng dch v
ca Parasuraman v cng s (1985)
Parasuraman v cng s (1985) cho rng:
Cht lng dch v l khong cch gia s mong
i (k vng) ca khch hng v nhn thc (cm
nhn) ca h khi s dng qua dch v.
Vn nghin cu: Lm th no o lng
khong cch cc cp khc nhau bng vic s
dng mt cng c o lng tiu chun? Cc
yu t no tc ng ti cc khong cch ? C
s khc nhau v khong cch gia cc ngnh
cng nghip khng?
M hnh cht lng dch v c xy dng
da trn phn tch cc khong cch cht lng
dch v (Hnh 2).
Khong cch 1 (KC1): Khong cch gia
nhn thc ca cng ty v k vng ca khch
hng vi k vng ca khch hng.
nhn thc ca cng ty v k vng ca khch
hng vi cc tiu chun cht lng dch v.
tiu chun dch v vi dch v thc t cung cp
cho khch hng.
cht lng dch v thc t cung cp v cht
lng dch v thng tin ti khch hng.
dch v khch hng nhn c v k vng ca
khch hng v dch v.
n nm 1988, m hnh ny c t tn l
m hnh SERVQUAL, dng nh gi cm
nhn ca khch hng v cht lng dch v v rt
bt 10 c tnh cht lng dch v thnh 5 c
tnh cht lng dch v (tin cy, p ng, nng
lc phc v, ng cm v phng tin hu hnh).
2.3. M hnh tng hp cht lng dch v ca
Brogowicz v cng s (1990)
Khong cch cht lng dch v c th tn
ti ngay c khi khch hng cha h s dng
dch v nhng c nghe ngi khc ni v
dch v , hoc nghe qua qung co hay cc
phng tin truyn thng khc. iu cn thit
l phi gn kt c nhn thc ca khch hng
tim nng v cht lng dch v cung cp vi
nhn thc thc t ca khch hng v cht lng
dch v sau khi h s dng dch v. M hnh
ny tch hp khung qun l truyn thng, s
thit k - vn hnh dch v v cc hot ng
marketing. Mc ch ca m hnh l xc nh
cc kha cnh lin quan n cht lng dch v
trong khung qun l truyn thng v vic lp k
hoch, thc hin v kim sot.
Vn nghin cu: Nhng yu t g ng
gp vo cc khong cch ca thng tin v phn
hi, thit k, thc hin v truyn thng? Cc
nh qun l dch v lm th no c th gim
thiu khong cch thng qua hiu qu ca
nhim v lp k hoch, thc hin v kim tra?
M hnh xem xt ba yu t gm: (1) hnh nh
cng ty, (2) cc yu t nh hng t bn ngoi v
(3) cc hot ng marketing truyn thng nh cc
yu t nh hng ti cht lng k thut v chc
nng k vng ca sn phm (Hnh 3).

j

14
fh
Yi

Hnh 2. M hnh khong cch cht lng dch v.
Ngun: Parasuraman v cng s (1985)

Hnh 3. M hnh tng hp ca cht lng dch v.
Cc yu t nh hng t
bn ngoi
Hnh nh cng ty Cc hot ng marketing
truyn thng
K vng v cht lng
dch v
CHT LNG DCH V
Cm nhn v dch v
s dng
Dch v cung cp
Cc thng s dch v
cung cp

Lp k hoch, thc hin
v kim sot cc
chin lc marketing
Xc nh s mnh v mc
tiu ca cng ty
KC 5
Truyn ming Nhu cu c nhn Kinh nghim qu kh
K vng v dch v
Dch v nhn c
Khch hng
KC
KC 2
Cung cp dch v
Cc tiu chun cht lng dch v
Nhn thc ca cng ty v k vng
ca khch hng
Thng tin ti
khch hng
Th trng
KC 4
KC 1

15
Ngun: Brogowicz v cng s (1990)

2.4. M hnh nh gi da trn kt qu thc
hin ca Cronin v Taylor (1992)
Cronin v Taylor (1992) nghin cu cc
khi nim, phng php o lng cht lng
dch v v mi quan h vi s hi lng cng
nh thin ch mua hng ca khch hng, t
a ra kt lun rng yu t nhn thc l cng c
d bo tt hn v cht lng dch v.
Vn nghin cu: Vai tr ca cc gi tr
trong vic xc nh dch v l g? Gi tr nh
hng th no n quyt nh mua hng?
Vic o lng cht lng dch v theo m
hnh SERVPERF ca Cronin v Taylor c
xem l mt phng php thun tin v r rng
trong vic o lng cht lng dch v da trn
o lng thng qua kt qu th hin ca cht
lng dch v. Cronin v Taylor lp lun rng
khung phn tch theo m hnh SERVQUAL ca
Parasuraman v cng s (1985) d gy nhm
ln gia s hi lng v thi ca khch hng.
Cc tc gi ny cho rng cht lng dch v c
th c nh ngha tng t nh mt thi
, v thay v kt qu thc hin theo nh
mong i th kt qu thc hin thc t s
xc nh cht lng dch v tt hn.
Theo , cht lng dch v c nh gi
ch thng qua nhn thc ca khch hng m
khng c nh gi v cht lng dch v trong
s k vng ca khch hng, khng c trng s
cho tng thnh phn cht lng dch v. Cng
thc ca cht lng dch v nh sau:
ij
Trong : SQ = Cht lng dch v khch
hng nhn c; k = S lng cc thuc tnh;
P = Nhn thc ca c nhn i i vi s th hin
ca dch v i vi thuc tnh j.
2.5. Cht lng dch v bn l v m hnh gi
tr nhn thc ca Sweeney v cng s (1997)
Gi tr c nh ngha nh mt s so snh
gia nhng g khch hng nhn c v nhng
g cng ty cung cp, hay ni cch khc, gi tr
l s so snh gia nhng li ch v s hy sinh
(Zeithaml v cng s, 1988).
Vn nghin cu: Tc ng ca cc gi tr
chc nng, gi tr tnh cm v gi tr x hi n
cht lng sn phm, cht lng dch v, gi tr
cm nhn, gi tr ng tin v thin ch mua l g?
S nh hng ca cht lng dch v i
vi gi tr v thin ch mua hng hay s dng
mt dch v c th c th thy thng qua hai
m hnh:
M hnh 1: Cho thy ngoi nhng nhn
thc v cht lng sn phm v gi c, nhn
thc v cht lng chc nng v cht lng k
thut u c nh hng trc tip ti nhn thc
v gi tr.
M hnh 2: Cho thy nhn thc v cht lng
chc nng khng nhng c nh hng trc tip
ti thin ch mua ca khch hng m cn nh
hng ti nhn thc v k thut, t tip tc
nh hng ti nhn thc v cht lng sn phm.
Tuy nhin, c hai nhn thc trn u khng nh
hng trc tip ti nhn thc v gi tr.
T nhng phn tch v cc ch s v mi
quan h trong hai m hnh trn, mt m hnh
sa i (Hnh 4) c xy dng da trn m
hnh 2 v b sung gi thit rng cht lng k
thut cng c nh hng trc tip ti gi tr
cm nhn c t m hnh 1.
2.6. M hnh tin v trung gian ca
Dabholkar v cng s (2000)
y l m hnh c th c xem l ton
din v cht lng dch v. Bn cnh vic cung

16
cp s hiu bit su sc hn v cc khi nim
cht lng dch v, m hnh xem xt cc yu t
tin , trung gian, v kt qu ca cht lng
dch v nh cc yu t c xem l tin gip
cht lng dch v tt hn v mi quan h gia
cht lng dch v vi s hi lng ca khch
hng v nh hnh vi ca khch hng.
Vn nghin cu: Vai tr ca hnh vi mua
thc t v nh mua li tc ng ti s nh
gi ca khch hng v cht lng dch v v s
hi lng ca h? Cc tin v s hi lng ca
khch hng l g khi n c mi lin quan ti cc
tin ca cht lng dch v?
;

Hnh 4. Cht lng dch v bn l v m hnh gi tr nhn thc.
Ngun: Sweeney v cng s (1997)
Jl

Hnh 5. M hnh tin v trung gian.
Ngun: Dabholkar v cng s (2000)

g
2.7. M hnh cht lng dch v trong ngn
hng trc tuyn ca Broderick v
Vachirapornpuk (2002)
Mt trong nhng thch thc ln i vi knh
cung cp dch v qua Internet l lm th no
cc cng ty dch v c th qun l cht lng
dch v t xa bi knh cung cp ny em n
S tin cy
S quan tm
ti c nhn
S thoi mi
im c trng
Cht
lng
dch v
S hi lng
ca
khch hng
nh
hnh vi
M hnh tin cht lng dch v
M hnh trung gian s hi lng ca khch hng
Cht lng
chc nng
Cht lng
k thut
Cht lng
sn phm
Gi c
Gi tr
C thin ch
sn sng
mua
+
+
+
+
+
+


17
mt s thay i ln trong mi quan h tng tc
vi khch hng v hnh vi ca khch hng.
Vn nghin cu: Liu m hnh c th
c p dng trong cc dch v trc tuyn
khc khng? Liu mi tng quan ca cc
thc th c thay i khi cc bin s v nhn
khu thay i?
Trong nghin cu ca mnh, hai tc gi
xut v th nghim mt m hnh cht lng
dch v ngn hng Internet (Hnh 6). Nghin
cu tin hnh quan st nhng ngi tham gia
v phn tch tng thut ca cc trang web x
hi ca Anh tm hiu khch hng nhn thc
v ngn hng qua Internet th no v cc yu t
ca m hnh ny. Trong bi cnh kinh doanh
dch v Internet, nm yu t quan trng c
coi l c nh hng chnh n nhn thc v
cht lng dch v, bao gm: k vng ca
khch hng v dch v, hnh nh v danh ting
ca t chc dch v, cc kha cnh lin quan
n thit lp dch v, s tip xc dch v thc t
v s tham gia ca khch hng.
3. nh gi cc m hnh cht lng dch v
S a dng ca cc m hnh cht lng dch
v phn nh cc cch tip cn khc nhau v nh
gi cht lng dch v. Cc xut hu ht u
hng ti mc ch chung l gip cc nh qun tr
c ci nhn ton din hn v cht lng dch v,
nhy bn hn trong vic xc nh cc vn cht
lng; t c k hoch tt hn cho hot ng
phn phi ngun lc cng nh trin khai cc
chng trnh ci tin cht lng. Trn c s ny,
doanh nghip s to dng c s tha mn v
lng trung thnh ca khch hng, nng cao hiu
qu bn vng ca tt c cc hot ng dch v.
thy c s tng ng ca cc m hnh cht
lng dch v, bi vit tip tc so snh cc m hnh
cht lng dch v theo 8 tiu ch c tm tt
di y:
Tiu ch 1: S xc nh ca cc yu t nh
hng n cht lng dch v
Tiu ch 2: Tnh ph hp khi nh gi cc
loi hnh dch v khc nhau
Tiu ch 3: nh hng nng cao cht
lng dch v
Tiu ch 4: Pht trin o lng cht lng
dch v song song vi o lng s hi lng ca
khch hng
Tiu ch 5: D on nhu cu nng cao
trnh ca cc cn b, nhn vin
Tiu ch 6: xut phng thc o lng
thch hp nhm ci tin cht lng dch v
trong tt c cc qu trnh
Tiu ch 7: Xc nh nhu cu v c s h
tng v cc ngun lc h tr cho vic lp k hoch
Tiu ch 8: Tnh kh dng ca m hnh
Gj

Hnh 6. M hnh cht lng dch v trong ngn hng trc tuyn (Internet banking).
Ngun: Broderick v Vachirapornpuk (2002)

Tip xc dch v

K
vng
ca
khch
hng
Hnh nh v danh
ting
S
tham
gia ca
khch
hng

Cm
nhn v
cht
lng
dch v
Thit lp dch v

18
Bng 1. Tm tt nghin cu s dng cc m hnh cht lng dch v

M hnh Kha cnh o lng
cht lng dch v
Phng php thu thp
v phn tch d liu
Pht hin/
ng dng
Hn ch
Gronroos
(1984)
M hnh
cht
lng k
thut v
chc
nng
Cht lng k thut
v chc nng
- Bng hi
- Thang im 5 Likert
- Phn tch thng k c
bn
- Thu thp d liu t 219
ngn hng, bo him, nh
hng, hng khng/vn ti,
sa cha/bo dng, du
lch, dch v cng cng
Cht lng dch v
ph thuc vo cht
lng k thut, cht
lng chc nng v
hnh nh cng ty.
Cht lng chc
nng quan trng hn
cht lng k thut.
Khng a ra li
gii thch lm
th no o lng
cht lng k
thut v cht
lng chc nng.
Parasuram
an v cng
s (1985)
M hnh
khong
cch
GAP
10 kha cnh (tin
cy, p ng, nng
lc phc v, tip
cn, lch s, thng
tin, tn nhim, an
ton, hiu bit khch
hng, phng tin
hu hnh)
- Bng hi
- Thang im 7 Likert
- Phn tch nhn t vi
phng php lun phin
xin (oblique rotation)
- D liu thu thp trong
khong t 298 n 487
dch v vin thng, bo
him, ngn hng, bo
dng/sa cha
M hnh l mt
cng c phn tch,
cho php nh qun
l xc nh mt
cch h thng cc
khong cch cht
lng dch v gia
mt lot cc bin s
nh hng n cht
lng cung cp.
C kh nng h tr
nh qun l xc
nh cc yu t cht
lng dch v lin
quan di gc
khch hng.
Khng gii thch
cc trnh t o
lng r rng
o lng cc
khong cch
cc cp khc
nhau.
Brogowicz
v cng s
(1990)
M hnh
tng hp
ca cht
lng
dch v
Thng qua cht lng
k thut/cht lng
chc nng xc nh
cc nhim v: lp k
hoch, thc hin v
kim tra
- M hnh l thuyt C th gip cc nh
qun l ci tin cht
lng dch v cung
cp trong bt k
ngnh cng nghip
no. M hnh xc
nh cc bin quan
trng i hi cc nh
qun l cn ch
trong vic thc hin,
lp k hoch v kim
sot cc chin lc
marketing dch v
ngn nga hoc
gim thiu cc
khong cch cht
lng dch v.
- Cn kim
chng thc
nghim.
- Cn c kim
tra trong tt c
cc loi hnh
dch v.
Cronin v
Taylor
(1992)
M hnh
nh gi
da trn
kt qu
thc hin
S dng 22 cu hi
nh SERVQUAL
nhng ch nh gi v
kt qu
- Bng hi
- Thang o 7 im khc
bit
- Phn tch nhn t vi
phng php lun
phin xin (oblique
rotation) v xc nh
s dng LISREL
- D liu thu thp 660
ngn hng, n ung,
git l
Cht lng dch v
c nh ngha v
o lng nh l
mt thi .
SERVPERF da trn
kt qu s hiu qu
hn SERVQUAL, v
n trc tip lm gim
50% s lng cc
mc v kt qu tt
hn.
- Cn tng qut
cho tt c cc
loi dch v.
- Cn thit lp
mi tng quan
gia s hi lng
ca khch hng
v cht lng
dch v.


19

M hnh Kha cnh o lng
cht lng dch v
Phng php thu thp
v phn tch d liu
Pht hin/
ng dng
Hn ch
Cht lng dch v
l tin s hi
lng ca khch
hng v c th c
mt hiu ng tt
hn ti nh mua
hng so vi cht
lng dch v.
Sweeney
v cng s
(1997)
Cht
lng
dch v
bn l v
m hnh
gi tr
nhn thc
Cht lng chc nng
qua 5 yu t v cht
lng k thut qua 1
yu t
- Bng hi
- Thang 7 im khc
bit
- Phn tch nhn t
khng nh s dng
LISREL VIII
- 1.016 khch hng tr
li ti ca hng thit
b in
Cht lng dch v
k thut ng gp
quan trng ti cht
lng sn phm v
nhn thc v gi tr,
do nh hng n
thin ch mua ca
khch hng.
Cht lng dch v
chc nng nh
hng gin tip n
thin ch mua ca
khch hng thng
qua cht lng v
sn phm v nhn
thc v gi tr, tuy
nhin n nh hng
n thin ch mua -
khng phi v kha
cnh sn phm (cch
c x vi nhn vin
khng tt).
- M hnh ny
ch xem xt trn
1 gi tr, l gi
tr tin.
- C t cu hi
nghin cu.

Dabholkar
v cng s
(2000)
M hnh
tin v
trung
gian
o lng s tin cy,
s quan tm ti c
nhn, s thoi mi v
cc im c trng
- Phng vn qua in
thoi (tin hnh 2 ln)
- i tng l 397 sinh
vin i hc v sau
i hc
- M hnh cn bng cu
trc hi quy s dng
LISREL
Bn cnh vic nh
gi cc yu t khc
nhau lin quan n
dch v, khch hng
cng c nh gi
tng th v cht
lng ca dch v.
M hnh cung cp s
hiu bit y v
cht lng dch v
v v vic nh gi
chng c hnh
thnh nh th no.
S hi lng ca
khch hng l mt
d bo tt hn v
nh hnh vi ca h.
Trong qu trnh thu
thp nh gi ca
khch hng v dch
v, iu quan trng
l cn o lng s
hi lng ca khch
hng ring bit khi
cht lng dch v.
- Tin ca s
hi lng trong
khch hng vn
cha c
nghin cu
- M hnh o
lng nh
hnh vi hn l
hnh vi thc t.
- Cn c khi
qut s dng
cho cc loi
dch v khc
nhau.

20

M hnh Kha cnh o lng
cht lng dch v
Phng php thu thp
v phn tch d liu
Pht hin/
ng dng
Hn ch
Broderick
v
Vachirapo
rnpuk
(2002)
M hnh
cht
lng
dch v
trong
ngn
hng trc
tuyn

Thng qua thit lp
dch v, tip xc dch
v, k vng ca
khch hng v hnh
nh ca cng ty
- Quan st ngi tham
gia v phn tch cc
thng tin trao i trn cc
trang web x hi
- Phn tch nh lng
- 160 s c trn 55 ch
ng trn trang web ca
Anh

Ch dn qun l cht
lng dch v ngn
hng trc tuyn
trong 2 lnh vc: (a)
giao din dch v; (b)
qun l vai tr gia
tng ca khch hng.
Mc v bn cht
s tham gia ca
khch hng c nh
hng nhiu nht
n kinh nghim
dch v v cc vn
nh s hi lng
ca khch hng, mc
hiu bit ca
khch hng cng
nh cht lng dch
v cm nhn.
- Khng c nhiu
cng vic thc
nghim trin khai.
- M hnh ch da
trn kinh nghim
ca 1 trang web;
cn c xc
nhn bi cc kinh
nghim khc.

io
Bng 2. nh gi cc m hnh cht lng dch v
M hnh
Tiu
ch
M hnh
nh gi
cht
lng
k thut/
chc
nng
M hnh
khong cch
cht lng
dch v
M hnh
tng hp v
cht lng
dch v
M hnh nh
gi cht lng
dch v da trn
kt qu thc
hin
Cht lng
dch v bn
l v m
hnh gi tr
nhn thc
M hnh
tin v
trung gian
M hnh
cht lng
dch v
trong ngn
hng trc
tuyn
(1) -
(2) - - -
(3)
(4) - - - - -
(5) - - -
(6) - - -
(7) - - - - - -
(8) - -
hk
C th thy, trong s cc m hnh o lng
cht lng dch v c xem xt, cha c m
hnh no tha mn tt c cc tiu ch nh gi
t ra. Trong s 7 m hnh trn, m hnh
nh gi cht lng dch v da trn kt qu
thc hin (Cronin v Taylor, 1992) t c
yu cu ca hu ht cc tiu ch, tuy nhin vn
cha gip xc nh nhu cu v c s h tng v
cc ngun lc h tr cho vic lp k hoch. M
hnh khong cch cht lng dch v
(Parasuraman v cng s, 1985), m hnh tng
hp v cht lng dch v (Brogowicz v cng
s, 1990), m hnh tin v trung gian
(Dabholkar v cng s, 2000) cng t c a
s cc tiu ch, nhng vn cn hn ch mt s
im nht nh (Bng 2).

21
Nhn chung, mi m hnh xut ch yu
mi p dng trong mt vi dch v c th; do
, tnh ph hp nh gi rng trong cc lnh
vc dch v khc nhau cha cao. Ngoi ra, hu
ht cc m hnh mi ch tp trung o lng v
tm ra vn v cht lng dch v, trong khi
cha ch nhiu ti vic xc nh nhu cu
v c s h tng cng nh cc ngun lc khc
nhm phc v hiu qu hn cho vic lp k
hoch v trin khai ci tin, nng cao cht
lng. T y, t ra s cn thit cho cc
nghin cu tip theo, da trn nn tng c sn
ca cc nghin cu trc xy dng nhng
m hnh nghin cu v cht lng dch v hon
thin hn, p ng c mc tiu cng nh nhu
cu nghin cu tt hn.
4. Kt lun
S pht trin ca m hnh nh gi cht
lng dch v trong thi gian qua phn nh
s thay i trong qu trnh cung cp dch v: t
nhng dch v thng thng n dch v da
trn ng dng cng ngh thng tin. Nghin cu
cc m hnh nh gi cht lng dch v khc
nhau cho thy kt qu ca vic o lng cht
lng dch v ph thuc vo nhiu yu t nh
cch thc thit lp dch v, thi gian, nhu cu
Ngoi ra, mc k vng ca khch hng i
vi tng dch v c th cng thay i theo cc
yu t nh thi gian, mi trng cnh tranh, s
tip cn vi dch v T t ra nhu cu cho
vic tip tc nghin cu, xy dng v xc nhn
tnh hp l cc khi nim, m hnh c v
cht lng dch v. Cc m hnh k trn c
xut v chng t kh nng p dng trong
mt s dch v ti cc nc trn th gii. Ti
Vit Nam, nghin cu v cht lng dch v
c quan tm hn trong vi nm gn y. Cc
nh nghin cu Vit Nam cn xem xt ng
dng m hnh ph hp vi doanh nghip v loi
hnh dch v kim nghim tnh ng n v
b sung cc yu t cho ph hp vi mi trng
kinh doanh v c th doanh nghip Vit Nam.
Ti liu tham kho
[1] Arun Kumar G., Manjunath S. J., Naveen Kumar
H., A study of retail service quality in organized
retailing, International Journal of Engineering and
Management Sciences, 3 (3) (2012), 370-372.
[2] Broderick, A. J., Vachirapornpuk, S., Service
quality in internet banking: the importance of
customer role, Marketing Intelligence & Planning,
20 (6) (2002), 327-35.
[3] Brogowicz, A. A., Delene, L. M., Lyth, D. M., A
synthesised service quality model with managerial
implications, International Journal of Service
Industry Management, 1 (1) (1990), 27-44.
[4] Cronin, J. J., Taylor, S. A., Measuring service
quality: a reexamination and extension, Journal of
Marketing, 6 (1992), 55-68.
[5] Dabholkar, P. A., Shepherd, C. D., Thorpe, D. I., A
comprehensive framework for service quality: An
investigation of critical conceptual and
measurement issues through a longitudinal study,
Journal of Retailing, 76 (2) (2000), 131-9.
[6] Gronroos, C., A service quality model and its
marketing implications, European Journal of
Marketing, 18 (4) (1984), 36-44.
[7] Kotler Philip, Wong Veronica, Saunders John,
Armstrong Gary, Principles of Marketing (4
th

European edition), Prentice Hall (2005).
[8] Malhotra, N. K., Ulgado, F. M., Agarwal, J., Shainesh
G., Wu, L., Dimensions of service quality in
developed and developed economies: Multi-country
cross-cultural comparisons, International Marketing
Review, 22 (3) (2005), 256-278.
[9] Parasuraman, A., Zeithaml, V. A., Berry, L. L., A
conceptual model of service quality and its
implications for future research, Journal of
Marketing, 49 (3) (1985), 41-50.
[10] Sweeney, J. C., Soutar, G. N., Johnson, L. W.,
Retail service quality and perceived value,
Journal of Consumer Services, 4 (1) (1997), 39-48.
[11] Nguyn Th Mai Trang, Cht lng dch v, s
tha mn v lng trung thnh ca khch hng siu
th ti Thnh ph H Ch Minh, Tp ch Pht trin
Khoa hc v Cng ngh, 9 (10) 2006), 57-70.


22

Review of Service Quality Assessment Models
Phan Ch Anh, Nguyn Thu H, Nguyn Hu Minh

VNU University of Economics and Business,
144 Xun Thy Str., Cu Giy Dist., Hanoi, Vietnam
Abstract: Service quality literature has continuously developed through three previous decades,
attracted a lot of attentions from scholars and provided valuable findings for practioners and
academicians. This paper focuses on 7 well-known service quality evaluation models, analyzes their
characteristics, and describes the implication of these models when they are applied in academic
research. The analysis results indicate that the assessment of service quality strongly depends on
service type, time, customer needs, etc. In addition, customers expectations towards particular
services also vary with factors such as time, frequency of using service, competitive environment, etc.
Furthermore, this paper reveals limitations of each proposed model which is expected to provide
references and suggestions for new research directions in this area.
Keywords: Service quality, models.

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Tp ch Khoa hc HQGHN, Kinh t v Kinh doanh, Tp 29, S 1 (2013) 11-22

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