Phân tích chất lượng dịch vụ truyền hình internet tại TP.HCM

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TRVdNG DAI HQC MO TP.HCM

KHOA DAO TAO SAU DAI HQC

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LUAN VAN TH~C SI

CHUYEN NGANH : QUAN TRJ KINH DOANH

PHAN TICH CHAT LUONG . DICH VU . .

TRUYEN HINH INTERNET T~I TP.HCM

CBHD :TS. LE THANH LONG

HV: NGUYEN M4NH HUNG

TRlfONG ll~J HOC MO TP.HCM

THll Vl~N

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LiJICAMaN

Lili ciim mi dOu tieu toi xin dimh clw ha mf gia ilinh va nhirng nguiJi

than yeu cua toi.

TOi xin gifi /iii cam mi din cac thOy co trong truiJng EJ{li h(Jc Mil HJ Chi

Minh, Khoa dao t{lo sau d{li h(Jc va cac thOy co tham gia giiing d{ly dii tl).n tinh

giup du Va giiing d{ly t{)i trong suDt nhfrng niim h(JC vira qua.

EJ~c bi?t, khong thi quen sv hutrng don day nhi?t tinh va chu dao cua

thOy Ts. Le Thanh Long. Xin gifi din thOy /iii cam O'n chiin thimh va siiu siic

nhfit.

CuDi cimg, tOi xin gifi /iii ciim O'n din tat cii nhirng anh chi em, ban be

d/i giup du, d{jng Vien Va cimg toi triii qua nhfrng niim h(JC VUi Ve Va h{lnh

phuc.

Xin chiin thanh ciim mi J

Thanh phD HJ Chi Minh, ngay 15 thang 09 niim 2013

H(JC Vien

Nguyin M<.mh Hung

CBHD:TSLETHANHLONG

MUCLUC

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BANG DANH MlJC cAc CHU VIET TAT

DANH MlJC cAc HINH

DANH MlJC cAc BANG

LU.AN VAN NGHIEN CUu

? >.

CHUON"G 1 : MO DAU ................................................................................ I

1.1 Ca s& hinh thanh d~ tai . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

1.2 Ml,lC tieu nghien Clru .................................................................................. 2

1.3 Ph~m vi nghien cuu .................................................................................... 2

1.4 B6 Cl,lC lu?n van ......................................................................................... 3

CHUON"G 2 : ca so Ly LU~N v A THljC TIEN .................................. 4

2.1 Tbng quan v~ thi truang truy~n hinh Vi~t Nam ......................................... 4

2.2 Thi truang truy~n hinh internet .................................................................. 5

2.3 Djch V\l IPTV ............................................................................................... 8

2.3 .1 Khai ni~m v~ di ch V\l IPTV .............................................................. 8

2.3.2 Cac tinh nang cua djch V\l IPTV ........................................................ 9

2.4 Ly thuy~t v~ djch V\l va chclt lm;mg djch V\l ............................................... 10

2.4.1 E>jnh nghia djch V\l ............................................................................ 10

2.4.2 Nhfrng d~c di~m CO' ban CUa djch Vl,l ................................................. 11

2.4.3 Chclt luqng djch V\l ............................................................................ 11

2.5 Cac mo hinh chclt luqng djch V\l ................................................................. 12

2.5.1 Mo hinh SERVQUAL ....................................................................... 14

2.5.2 Mo hinh chclt lm;mg chuc nang (FSQ) va chclt lugng ky thu~t (TSQ) 14

2.6 Cac nghien ciru tru6c .................................................................................. 16

2.6.1 Cac nghien cuu t~i Vi~t Nam ............................................................ 16

CBHD : TS LE THANH LONG LU!N VAN NGHIEN CUD

2 6 2 C ' h" ~ ' ? ' ' • 18 . ·. ac ng 1en cuu a nuac ngoa1 .......................................................... .

2.7 Mo hinh nghien ClrU ................................................................................... 21

CHUONG 3 : PHUONG PHAP NGHIEN CUU ...................................... 24

3 .1 Thi~t k~ nghien cuu .................................................................................... 24

3.1.1 Thu th~p dfr li~u ................................................................................ 26

3.1.2 Nghien cli'u sa b9 ............................................................................. 26

3.2 Quy trinh phan tich dfr li~u ........................................................................ 30

3.2.1 Ki~m dinh thang do ........................................................................... 30

3.2.2 Ki~m dinh mo hinh va cac gia thuy~t ............................................... 31

CHUONG 4 : PHAN TICH KET QUA NGHIEN CUU ................................... 33

4.1 Mo ta mfru ................................................................................................... 33·

4.2 Phan tich d9 tin c~y ctla thang do ............................................................... 35

4.2.1 ChAt lu<)'Ilg n(li dung ........................................................................... 35

4.2.2 Chfrt lu<)'Ilg tin hi~u ........................................................................... 36

4.2.3 Kenh truy~n hinh cung cAp ............................................................... 37

4.2.4 ChAt luQ'Ilg dich V\l gia tri gia tang .................................................. 37

4.2.5 Su dvng d~ dang ................................................................................ 38

4.2.6 S\f bao dam ........................................................................................ 39

4.2.7 S\f hfru hinh ....................................................................................... 39

4.2.8 S\f phan hili ....................................................................................... 39

4.2.9 ChAt lu<)'Ilg dich V\l ............................................................................ 40

4.3 Phan ti ch nhan t6 EF A ................................................................................ 40

4.3.1 Phan tich nhan t6 d6i v6i cac bi~n d(lc l~p anh hu&ng d~n chAt luqng

di ch vu IPTV ........................................................................................................... 41 • • p

CBHD : TS LE THANH LONG LU;\N VAN NGHIEN CUD

4.3.2 Phan tich nhan t6 d6i v&i bi~n phµ thu<)c "Ch~t luqng dich vµ" ...... 43

4.3 .3 Mo hinh nghien ctru da di~u chinh sau khi phan ti ch EF A ............... 43

4.4 Ki~m dinh Sl)' phu hqp cua mo hinh ........................................................... 45

4.5 Ki~m dinh mo hinh nghien cuu .................................................................. 46

4.5.1 Ki~m dinh gia thuy~t ......................................................................... 46

4.5.2 Binh lu~n k~t qua phan tich hf>i quy ................................................. 49

CHUONG 5 : KET LUAN . VA KIEN NGHI . ............................................ 53

·· 5.1 Tom t~t k~t qua nghien cuu ........................................................................ 53

5.2 Ki~n nghi .................................................................................................... 53

5.3 Nhfrng h<;ln ch~ cua d~ tai ........................................................................... 56

' ~ ., TAI LI~U THAM KHAO ....................................................................•...... 58

PHl) Ll)C 1 : NQI DUNG KHAo SAT DJNH TiNH .................................. 60

PHl) Ll)C 2 : PHIEU KHAo SAT ............................................................... 63

PHl) Ll)C 3 : KET QUA THONG KE MO TA ............................................ 68

PHl) Ll)C 4: KIEM DJNH DQ TIN C! Y CUA THANG DO .................... 71

PHl) Ll)C 5 : KET QUA PHAN TiCH NHAN TO EF A ............................. 85

PHl) Ll)C 6 : KET QUA PHAN TICH TUdNG QUAN PEARSON .......... 95

PHl) Ll)C 7 : KET QUA PHAN TiCH HOI QUY ....................................... 96

CBHD : TS LE THANH LONG LUAN v AN NGHIEN CUu

DANH MUC CHU VIET TAT

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IPTV : Internet Protocol Television.

ADSL : Asymmetric digital subscriber line.

SPT : Trung tam vi~n thong Sai Gon.

FTTH : Fiber-To-The-Home.

HD : High-definition video.

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VOD : Video on Demand.

MOD : Music on Demand.

NTD : Nguai tieu dung.

IOS : iPhone Operating System.

ISP : Internet Service Provider.

TV : Television.

FSQ : Function Service Quality.

TSQ : Technical Service Quality.

EF A : Exploratory Factor Analysis.

TBVTSG : Thai Bao Vi Tinh Sai Gon.

MaRS : Market Strategy Development Series.

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CBHD : TS LE THANH LONG LUAN v AN NGHIEN CUu

DANH MUC cAc HINH

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Hinh 1.1 : Quy trinh nghien cuu chdt luqng di ch vv truySn hinh IPTV ................ 4

Hinh 2.1 : Mo hinh tfing qmit cua h~ th6ng IPTV .................................................. 11

Hinh 2.2 : Mo hinh chdt luqng dich vv cua Gronross, 1984 .................................. 16

Hinh 2.3 : Mo hinh do lu(mg chdt luqng di ch V\l IPTV dS xudt. ........................... 24

Hinh 3.1 : Cac bu&c th\fc hi~n nghien ciru ............................................................ 26

Hinh 4.1 : K~t qua th6ng ke theo gi&i tinh ............................................................. 34

Hinh 4.2 : K~t qua th6ng ke theo d{> tulii. .............................................................. 35

Hinh 4.3 : K~t qua th6ng ke theo thu nh~p binh quan ........................................... 35

Hinh 4.4 : Mo hinh do lu0ng chdt luqng dich vv IPTV da diSu chinh .................. 46

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CBHD:TSLETHANHLONG LUAN v AN NGHIEN CUu

DANH MUC cAc BANG

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: Bang so sanh cac d~c di~m gifra m(>t s6 lrn;ti djch V\l truy~n hinh ........ 8

Bang 2.2 : K~t qua nghien cliu cac y~u t6 va mire d(> hai long dfJi v6i tirng y~u t6'

cua dich vu truy~n hinh ............................................................................................ 19

Bang 2.3 : K~t qua do luang djch V\l truy~n hinh cap cua Telesign ...................... 20

Bang 4.1 : Bang phan b6 m~u theo m(>t s6 thu(>c tinh cua nguai duqc phong vfrn 36

Sang 4.2 : D(> tin c~y cua thang do "Chfrt luqng n(>i dung" .................................. 37

Bang 4.3 : D(> tin c~y cua thang do "Chfrt luqng tin hi~u" ................................... 37

Bang 4.4 : D(> tin c~y cua thang do "Kenh truy~n hinh cung cfrp " ....................... 38

Bang 4.5 : D(> tin c~y cua thang do "Chfrt luqng djch V\l gia tri gia tang" ............ 38

Bang 4.6 : D(> tin c~y cua thang do "Su dvng de dang " ....................................... 39

Bang 4. 7 : D(> tin c~y cua thang do "Sg bao dam" ................................................ 39

Bang 4.8 : D(> tin c~y cua thang do "Sg hfru hinh " ............................................... 40

Bang 4.9 : D(> tin c~y cua thang do "Sg phan h6i" ................................................ 40

Bang 4.10 : D(> tin c~y cua thang do "Chfrt luqng di ch vv" ..................................... 41

Bang 4.11 : K~t qua EF A cho cac bi~n quan sat do luang cac bi~n d(>c l~p ........... 43

Bang 4.12 : K~t qua EFA cho cac bi~n quan sat do luang cac bi~n ph\l thu(>c ....... 44

Bang 4.13 : K~t qua ma h6a bi~n d(>c l~p tir phan tich nhan t6 EF A ....................... 45

Bang 4.14 : K~t qua ma h6a bi~n phv thu(>c tir phan ti ch nhan t6 EF A .................. 45

Bang 4.15 : Ma tr~n tuong quan gifra cac bi~n ........................................................ 47

Bang 4.16: K~t qua h6i quy ..................................................................................... 48

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CHUONG 1 : MO DAU

CBHD : TS LE THANH LONG LUAN v AN NGHIEN CUD

CHUONG 1 : MO DAU.

1.1 C« s« hinh thanh d~ tai.

Trong nhfrng nam gAn day, n~n kinh t€ Vi~t Nam phat tri~n v&i muc tang

tru&ng kha cao, muc sfmg cua ngu<:ri dan duqc cai thi~n dt nhi~u va cv th~ la thu

nh~p binh quan dAu ngu<:ri tang tir 1027 USD vao nam 2009, 1060 vao nam 2010,

1300 vao nam 2011 d€n 1540 vao nam 2012. Cung v&i S\f phat tri~n cua n~n kinh t~

thi nhu cAu Slr dvng cac san phftm van hoa va giai tri ngay cang cao.

,, Cung v&i S\f phat tri~n kinh t€ thi ca s& h:;i Mng internet t:;ii Vi~t Nam ding duqc

dAu tu va phat tri~n ngay cang hi~n d:;ii. s6 luqng thue bao internet bang thong n)ng

tren ca nu&c tang tru&ng cao, u&c tinh d€n cu6i 12/2011 la 4,ltri~u thue bao, tang

16, 1 % so v&i nam cung kY nam tru&c. N goai ra, s6 luqng thue bao 3 G tang kha

nhanh tir 8 tri~u vao nam 2011 (TBVTSG, 2011) d€n 16 tri~u vao nam 2012

(itcnews, 2012). Ca nu&c hi~n co 31,1 tri~u ngu<:ri dung Internet, chi€m 35% dan s6

(VNNIC, 2012). Theo danh gia cua Lien minh Vi~n thong qu6c t€ (ITU), Vi~t Nam

co t6c dQ tang tru&ng Internet nhanh nh~t trong khu V\fC va nAm trong s6 cac nu&c

dUng dAu th€ gi&i v~ t6c d9 phat tri~n Internet. Day la moi tru<:rng t6t d~ phat tri~n

cac san phftm tren n~n internet noi chung va djch VV truy~n hinh Internet noi rieng.

Truy~n hinh IPTV v&i nhfrng lqi th€ nhu co th~ tuang tac tir ngu<:ri xem d~ l\fa

ch9n nhfrng djch vv ua thich, lo:;ii ho nhfrng chuang trinh truy~n hinh khong ua

thich m(lt each t\f d(lng, khoa nhfrng kenh truy~n hinh khong phu hqp v&i lua tu6i

nho va d(lc bi~t la hinh anh va am thanh cua IPTV co ch~t luqng tuy~t v<:ri. Ben c:;inh

cac d(lc tinh tren, gia thanh cua d!ch Vl) IPTV th~p han so v&i gia thanh cua truy~n

hinh cap va truy~n hinh ky thu~t s6. Ngay nay, djch vv IPTV r~t ph6 bi€n t:;ii cac

nu&c phat tri~n va tren ph:;im vi toan th€ gi&i, bu&c dAu t:;io ra trao luu su dvng t:;ii

Vi~t Nam. Theo d\f bao cua cac chuyen gia va cac cong ty nghien cuu th! tru<:rng

hang dAu th~ gi&i thi IPTV se vuqt Ien tren cac lo:;ii d!ch vv truy~n hinh khac trong

linh V\fC giai tri nghe nhin. Day chinh la th! tru<:rng ti~m nang va r~t h~p ddn.

f'

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CBHD:TSLETHANHLONG LU,~N VAN NGHIEN CUu

Dan s6 Vi~t Nam co khoang 85 tri~u nguai trong do 20 tri~u thue bao truy~n

hinh va trong do thue bao truy~n hinh tra ti~n la 3,7 tri~u, chi~m 13,5%. So v6i cac

nu6c chau A tir 40% d~n 60% thi ti l~ nay tuong d6i thAp do do thi truang truy~n

hinh tra ti~n tc;ii Vi~t Nam con rAt nhi~u ca hc)i cho cac doanh nghi~p tham gia cung

cAp dich V\J.

XuAt phat tir nhfrng phan tich tren cho thAy thi truang truy~n hinh internet tc;ii

Vi~t Nam con rAt nhi~u ti~m nang. V6i muc de) cc;inh tranh ngay cang gay g~t. Vi~c

n~m b~t cac yeu cAu cua khach hang va d~ ra cac giai phap nang cao chAt luqng

tiuy~n hinh internet la vAn d~ rAt quan trc;mg cua doanh nghi~p. Do do, vi~c xac dinh

cac y~u t6 anh hu0ng d~n chfrt luqng djch V\l IPTV la rAt cAn thi~t. Day se la ca sa

d~ doanh nghi~p danh gia di~u chinh san phfrm djch V\l sao cho phu hqp v6i yeu cAu

cua khach hang hon va nang cao kha nang canh tranh cua san ph.im. Day chinh la ly

do d~ tai "PHAN TiCH CHAT LUQNG DJCH VT) TRUYEN HINH INTERNET

T~I TP.HCM" ra dai.

1.2 Mt}C tieu nghien CtfU.

Xac dinh cac y~u t6 anh hu0ng d~n chfrt luqng djch V\l truy~n hinh IPTV tc;ii Tp

H6 Chi Minh va danh gia muc de) anh hu&ng cua tirng y~u t6 d~n chfrt luqng djch

V\J.

Ki~n nghi giai phap nang cao chfrt luqng d!ch V\l IPTV cho phu hqp v6i yeu cAu

cua NTD tc;ii Vi~t Nam.

1.3 Ph~m vi nghien cuu .

D6i tuqng nghien cuu : Bai nghien cuu t~p trung khao sat d6i tuqng la ca nhan

dang su dvng dich V\l IPTV tc;ii khu VlJC thanh ph6 H6 Chi Minh.

Phc;tm vi nghien ctru : Tp. H6 Chi Minh la thi truang 16n co sue tieu thv 16n va

dang dc;ing. Khach hang su dvng djch V\l IPTV da s6 t~p trung tc;ii day nen d~ tai xin

gi6i hc;in phc;im vi nghien cliu tc;ii Tp.H6 Chi Minh.

~

Cach thuc nghien cuu : Nghien cliu chia lam 2 giai doc;in.

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