Yếu tố nào tác động đến chất lượng dịch vụ giao hàng chặng cuối trong đô thị - Trường hợp nghiên cứu của Grabfood ở Hà Nội
Email:
hieunm@utc.edu.vn
Từ khóa:
Giao hàng chặng cuối, Hà Nội, Logistics đô thị, chất lượng dịch vụ, dịch vụ giao hàng, lý thuyết SERVQUAL
Tóm tắt
Giao hàng chặng cuối (last-mile delivery – LMD) là lĩnh vực ngày càng phổ biến tại các đô thị của các nước đang phát triển – nơi hiện đang chứng kiến sự bùng nổ của của mua sắm trực tuyến sau kỷ nguyên COVID-19. Để dịch vụ này phát triển bền vững, cần thiết phải thấu hiểu đánh giá của khách hàng về chất lượng dịch vụ LMD. Bài báo này trình bày một nghiên cứu định lượng về các yếu tố tác động tới chất lượng dịch vụ giao đồ ăn của Grab ở Hà Nội. Một bảng hỏi được xây dựng dựa trên thang đo SERVQUAL được sử dụng để thu thập dữ liệu từ 350 khách hàng. Hai phương pháp phân tích được sử dụng là phân tích nhân tố khám phá và hồi quy logit thứ bậc. Chúng tôi phát hiện ra 03 nhân tố ẩn tác động tới chất lượng dịch vụ bao gồm : (1) Tin cậy và đảm bảo, (2) Đồng cảm và trách nhiệm, (3) App và yếu tố hữu hình. Trong đó yếu tố tác động mạnh nhất là tin cậy và đảm bảo. Nhóm tuổi và trình độ học vấn cũng là những biến dự báo có ý nghĩa thống kê. Trên cơ sở kết quả các yếu tố ảnh hưởng, một số đề xuất về chính sách được đề xuất để nâng cao chất lượng dịch vụ LMDTài liệu tham khảo
[1]. K.K. Boyer, A.M. Prud’homme, W. Chung, The Last Mile Challenge: Evaluating the Effects of Customer Density and Delivery Window Patterns, Journal of Business Logistics, 30 (2009) 185–201. https://doi.org/10.1002/j.2158-1592.2009.tb00104.x
[2]. M. Ruan, J. (Jane) Lin, K. Kawamura, Modeling urban commercial vehicle daily tour chaining, Transportation Research Part E: Logistics and Transportation Review, 48 (2012) 1169–1184. https://doi.org/10.1016/j.tre.2012.06.003
[3]. J. Holguín-Veras, C. Wang, M. Browne, S.D. Hodge, J. Wojtowicz, The New York City Off-hour Delivery Project: Lessons for City Logistics, Procedia - Social and Behavioral Sciences, 125 (2014) 36–48. https://doi.org/10.1016/j.sbspro.2014.01.1454
[4]. M. Jaller, J. Holguín-Veras, Comparative Analyses of Stated Behavioral Responses to Off-Hour Delivery Policies, Transportation Research Record, 2379 (2013) 18–28. https://doi.org/10.3141/2379-03
[5]. G. Giuliano, L. Dablanc, Approaches to Managing Freight in Metropolitan Areas, in: Transportation Research Board Conference Proceedings, 2013. https://trid.trb.org/View/1301154 (accessed January 29, 2024)
[6]. P. Miklautsch, M. Woschank, A framework of measures to mitigate greenhouse gas emissions in freight transport: Systematic literature review from a Manufacturer’s perspective, Journal of Cleaner Production, 366 (2022) 132883. https://doi.org/10.1016/j.jclepro.2022.132883
[7]. R. Rusli, M.Z. Mohammad, N. Azreena Kamaluddin, H. Bakar, M. Hafzi Md Isa, A comparison of characteristics between food delivery riders with and without traffic crash experience during delivery in Malaysia, Case Studies on Transport Policy, 10 (2022) 2244–2250. https://doi.org/10.1016/j.cstp.2022.10.006
[8]. N.H. Quan, N.T. Binh, B.T. Ly, Impact of smart locker use on customer satisfaction of online shoppers in Vietnam, Humanit Soc Sci Commun, 9 (2022) 1–11. https://doi.org/10.1057/s41599-022-01428-6
[9]. X. Jiang, H. Wang, X. Guo, Analyzing Service Quality Evaluation Indexes of Rural Last Mile Delivery Using FCE and ISM Approach, Information, 11 (2020) 327. https://doi.org/10.3390/info11060327
[10]. S. Liu, Y. Li, J. Huang, X. Zhao, Understanding the Consumer Satisfaction of the “Last-Mile” Delivery of E-Business Services, in: D. Li, C. Zhao (Eds.), Computer and Computing Technologies in Agriculture XI, Springer International Publishing, Cham, (2019) 411–418. https://doi.org/10.1007/978-3-030-06179-1_41
[11]. M.H. Nguyen, D.Q. Nguyen-Phuoc, O. Oviedo-Trespalacios, Non-fatal traffic crashes among food delivery riders in Vietnam: What is the problem?, Traffic Injury Prevention, 24 (2023) 686–692. https://doi.org/10.1080/15389588.2023.2238862
[12]. H. Gupta, Evaluating service quality of airline industry using hybrid best worst method and VIKOR, Journal of Air Transport Management, 68 (2018) 35–47. https://doi.org/10.1016/j.jairtraman.2017.06.001
[13]. A.P. Parasuraman, V. Zeithaml, L. Berry, A Conceptual Model of Service Quality and its Implication for Future Research (SERVQUAL), The Journal of Marketing, 49 (1985) 41–50. https://doi.org/10.2307/1251430
[14]. Y. Baoqin, D. Guangwei, SERVQUAL Model Based Fuzzy Evaluation of Express Service Quality in Online Shopping Environment, Industrial Engineering Journal, 16 (2013) 127.
[15]. W. Jia-Yuan, . T.J., . J.C.-B., . T.Q.-Y., . D.N., An Empirical Study on China’s Express Service Quality Based on Refined Servqual Model: A Case in Yangtze River Delta, J. of Applied Sciences, 13 (2013) 2974–2978. https://doi.org/10.3923/jas.2013.2974.2978
[16]. L. Vaughan, E. Shiu, ARCHSECRET: a multi-item scale to measure service quality within the voluntary sector, International Journal of Nonprofit and Voluntary Sector Marketing, 6 (2001) 131–144. https://doi.org/10.1002/nvsm.141
[17]. M.K. Brady, J.J. Cronin, Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach, Journal of Marketing, 65 (2001) 34–49.
[18]. T.P. Stank, T.J. Goldsby, S.K. Vickery, K. Savitskie, Logistics Service Performance: Estimating Its Influence on Market Share, Journal of Business Logistics, 24 (2003) 27–55. https://doi.org/10.1002/j.2158-1592.2003.tb00031.x
[19]. S. Rolland, I. Freeman, A new measure of e‐service quality in France, International Journal of Retail & Distribution Management, 38 (2010) 497–517. https://doi.org/10.1108/09590551011052106
[20]. Z.A. Rahim, B.H. Voon, R. Mahdi, Exploring the Dimensions of Contract Manufacturing Service Quality for the F&B Industry, Procedia - Social and Behavioral Sciences, 224 (2016) 76–83. https://doi.org/10.1016/j.sbspro.2016.05.403
[21]. M. Cameran, P. Moizer, A. Pettinicchio, Customer Satisfaction, Corporate Image, and Service Quality in Professional Services, The Service Industries Journal, 30 (2010) 421–435. https://doi.org/10.1080/02642060802236111
[22]. D. Mai, D. Cuong, Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty, Journal of Asian Finance Economics and Business, 8 (2021) 585–593. https://doi.org/10.13106/jafeb.2021.vol8.no3.0585
[23]. D.T. Nguyen, V.T. Pham, D.M. Tran, D.B.T. Pham, Impact of Service Quality, Customer Satisfaction and Switching Costs on Customer Loyalty, The Journal of Asian Finance, Economics and Business, 7 (2020) 395–405. https://doi.org/10.13106/jafeb.2020.vol7.no8.395
[24]. J.-Y. Rha, Customer satisfaction and qualities in public service: An intermediary customer perspective, The Service Industries Journal, 32 (2012) 1883–1900. https://doi.org/10.1080/02642069.2011.574274
[25]. R.N.C.A. Putro, B. Rachmat, Effect of brand image and service quality on customer satisfaction and loyalty at bank jatim syariah surabaya, Russian Journal of Agricultural and Socio-Economic Sciences, 87 (2019) 152–165. https://doi.org/10.18551/rjoas.2019-03.19
[26]. I. Santouridis, P. Trivellas, Investigating the impact of service quality and customer satisfaction on customer loyalty in mobile telephony in Greece, TQM Journal, 22 (2010) 330–343. https://doi.org/10.1108/17542731011035550
[27]. R.L. Oliver, Satisfaction: A Behavioral Perspective on the Consumer: A Behavioral Perspective on the Consumer, 2nd ed., Routledge, New York, 2014. https://doi.org/10.4324/9781315700892
[28]. B.A. Fida, U. Ahmed, Y. Al-Balushi, D. Singh, Impact of Service Quality on Customer Loyalty and Customer Satisfaction in Islamic Banks in the Sultanate of Oman, SAGE Open, 10 (2020) 2158244020919517. https://doi.org/10.1177/2158244020919517
[29]. Y. Huang, K. Yin, Evaluation Indexes of the Third-Party Logistics Providers’ Logistics Capability in B2C E-commerce Mode, in: R. Zhang, Z. Zhang, K. Liu, J. Zhang (Eds.), LISS 2013, Springer, Berlin, Heidelberg, 2015: pp. 181–189. https://doi.org/10.1007/978-3-642-40660-7_26
[30]. A. Parasuraman, V.A. Zeithaml, L.L. Berry, A Conceptual Model of Service Quality and Its Implications for Future Research, Journal of Marketing, 49 (1985) 41–50. https://doi.org/10.2307/1251430
[31]. M.H. Nguyen, Evaluating the Service Quality of the First Bus Rapid Transit Corridor in Hanoi City and Policy Implications, in: D. Tien Bui, H.T. Tran, X.-N. Bui (Eds.), Proceedings of the International Conference on Innovations for Sustainable and Responsible Mining, Springer International Publishing, Cham, 2021: pp. 98–123. https://doi.org/10.1007/978-3-030-60269-7_6
[32]. J.F. Hair, W.C. Black, B.J. Babin, R.E. Anderson, Multivariate Data Analysis, 7th edition, Pearson, Upper Saddle River, NJ, 2009.
[2]. M. Ruan, J. (Jane) Lin, K. Kawamura, Modeling urban commercial vehicle daily tour chaining, Transportation Research Part E: Logistics and Transportation Review, 48 (2012) 1169–1184. https://doi.org/10.1016/j.tre.2012.06.003
[3]. J. Holguín-Veras, C. Wang, M. Browne, S.D. Hodge, J. Wojtowicz, The New York City Off-hour Delivery Project: Lessons for City Logistics, Procedia - Social and Behavioral Sciences, 125 (2014) 36–48. https://doi.org/10.1016/j.sbspro.2014.01.1454
[4]. M. Jaller, J. Holguín-Veras, Comparative Analyses of Stated Behavioral Responses to Off-Hour Delivery Policies, Transportation Research Record, 2379 (2013) 18–28. https://doi.org/10.3141/2379-03
[5]. G. Giuliano, L. Dablanc, Approaches to Managing Freight in Metropolitan Areas, in: Transportation Research Board Conference Proceedings, 2013. https://trid.trb.org/View/1301154 (accessed January 29, 2024)
[6]. P. Miklautsch, M. Woschank, A framework of measures to mitigate greenhouse gas emissions in freight transport: Systematic literature review from a Manufacturer’s perspective, Journal of Cleaner Production, 366 (2022) 132883. https://doi.org/10.1016/j.jclepro.2022.132883
[7]. R. Rusli, M.Z. Mohammad, N. Azreena Kamaluddin, H. Bakar, M. Hafzi Md Isa, A comparison of characteristics between food delivery riders with and without traffic crash experience during delivery in Malaysia, Case Studies on Transport Policy, 10 (2022) 2244–2250. https://doi.org/10.1016/j.cstp.2022.10.006
[8]. N.H. Quan, N.T. Binh, B.T. Ly, Impact of smart locker use on customer satisfaction of online shoppers in Vietnam, Humanit Soc Sci Commun, 9 (2022) 1–11. https://doi.org/10.1057/s41599-022-01428-6
[9]. X. Jiang, H. Wang, X. Guo, Analyzing Service Quality Evaluation Indexes of Rural Last Mile Delivery Using FCE and ISM Approach, Information, 11 (2020) 327. https://doi.org/10.3390/info11060327
[10]. S. Liu, Y. Li, J. Huang, X. Zhao, Understanding the Consumer Satisfaction of the “Last-Mile” Delivery of E-Business Services, in: D. Li, C. Zhao (Eds.), Computer and Computing Technologies in Agriculture XI, Springer International Publishing, Cham, (2019) 411–418. https://doi.org/10.1007/978-3-030-06179-1_41
[11]. M.H. Nguyen, D.Q. Nguyen-Phuoc, O. Oviedo-Trespalacios, Non-fatal traffic crashes among food delivery riders in Vietnam: What is the problem?, Traffic Injury Prevention, 24 (2023) 686–692. https://doi.org/10.1080/15389588.2023.2238862
[12]. H. Gupta, Evaluating service quality of airline industry using hybrid best worst method and VIKOR, Journal of Air Transport Management, 68 (2018) 35–47. https://doi.org/10.1016/j.jairtraman.2017.06.001
[13]. A.P. Parasuraman, V. Zeithaml, L. Berry, A Conceptual Model of Service Quality and its Implication for Future Research (SERVQUAL), The Journal of Marketing, 49 (1985) 41–50. https://doi.org/10.2307/1251430
[14]. Y. Baoqin, D. Guangwei, SERVQUAL Model Based Fuzzy Evaluation of Express Service Quality in Online Shopping Environment, Industrial Engineering Journal, 16 (2013) 127.
[15]. W. Jia-Yuan, . T.J., . J.C.-B., . T.Q.-Y., . D.N., An Empirical Study on China’s Express Service Quality Based on Refined Servqual Model: A Case in Yangtze River Delta, J. of Applied Sciences, 13 (2013) 2974–2978. https://doi.org/10.3923/jas.2013.2974.2978
[16]. L. Vaughan, E. Shiu, ARCHSECRET: a multi-item scale to measure service quality within the voluntary sector, International Journal of Nonprofit and Voluntary Sector Marketing, 6 (2001) 131–144. https://doi.org/10.1002/nvsm.141
[17]. M.K. Brady, J.J. Cronin, Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach, Journal of Marketing, 65 (2001) 34–49.
[18]. T.P. Stank, T.J. Goldsby, S.K. Vickery, K. Savitskie, Logistics Service Performance: Estimating Its Influence on Market Share, Journal of Business Logistics, 24 (2003) 27–55. https://doi.org/10.1002/j.2158-1592.2003.tb00031.x
[19]. S. Rolland, I. Freeman, A new measure of e‐service quality in France, International Journal of Retail & Distribution Management, 38 (2010) 497–517. https://doi.org/10.1108/09590551011052106
[20]. Z.A. Rahim, B.H. Voon, R. Mahdi, Exploring the Dimensions of Contract Manufacturing Service Quality for the F&B Industry, Procedia - Social and Behavioral Sciences, 224 (2016) 76–83. https://doi.org/10.1016/j.sbspro.2016.05.403
[21]. M. Cameran, P. Moizer, A. Pettinicchio, Customer Satisfaction, Corporate Image, and Service Quality in Professional Services, The Service Industries Journal, 30 (2010) 421–435. https://doi.org/10.1080/02642060802236111
[22]. D. Mai, D. Cuong, Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty, Journal of Asian Finance Economics and Business, 8 (2021) 585–593. https://doi.org/10.13106/jafeb.2021.vol8.no3.0585
[23]. D.T. Nguyen, V.T. Pham, D.M. Tran, D.B.T. Pham, Impact of Service Quality, Customer Satisfaction and Switching Costs on Customer Loyalty, The Journal of Asian Finance, Economics and Business, 7 (2020) 395–405. https://doi.org/10.13106/jafeb.2020.vol7.no8.395
[24]. J.-Y. Rha, Customer satisfaction and qualities in public service: An intermediary customer perspective, The Service Industries Journal, 32 (2012) 1883–1900. https://doi.org/10.1080/02642069.2011.574274
[25]. R.N.C.A. Putro, B. Rachmat, Effect of brand image and service quality on customer satisfaction and loyalty at bank jatim syariah surabaya, Russian Journal of Agricultural and Socio-Economic Sciences, 87 (2019) 152–165. https://doi.org/10.18551/rjoas.2019-03.19
[26]. I. Santouridis, P. Trivellas, Investigating the impact of service quality and customer satisfaction on customer loyalty in mobile telephony in Greece, TQM Journal, 22 (2010) 330–343. https://doi.org/10.1108/17542731011035550
[27]. R.L. Oliver, Satisfaction: A Behavioral Perspective on the Consumer: A Behavioral Perspective on the Consumer, 2nd ed., Routledge, New York, 2014. https://doi.org/10.4324/9781315700892
[28]. B.A. Fida, U. Ahmed, Y. Al-Balushi, D. Singh, Impact of Service Quality on Customer Loyalty and Customer Satisfaction in Islamic Banks in the Sultanate of Oman, SAGE Open, 10 (2020) 2158244020919517. https://doi.org/10.1177/2158244020919517
[29]. Y. Huang, K. Yin, Evaluation Indexes of the Third-Party Logistics Providers’ Logistics Capability in B2C E-commerce Mode, in: R. Zhang, Z. Zhang, K. Liu, J. Zhang (Eds.), LISS 2013, Springer, Berlin, Heidelberg, 2015: pp. 181–189. https://doi.org/10.1007/978-3-642-40660-7_26
[30]. A. Parasuraman, V.A. Zeithaml, L.L. Berry, A Conceptual Model of Service Quality and Its Implications for Future Research, Journal of Marketing, 49 (1985) 41–50. https://doi.org/10.2307/1251430
[31]. M.H. Nguyen, Evaluating the Service Quality of the First Bus Rapid Transit Corridor in Hanoi City and Policy Implications, in: D. Tien Bui, H.T. Tran, X.-N. Bui (Eds.), Proceedings of the International Conference on Innovations for Sustainable and Responsible Mining, Springer International Publishing, Cham, 2021: pp. 98–123. https://doi.org/10.1007/978-3-030-60269-7_6
[32]. J.F. Hair, W.C. Black, B.J. Babin, R.E. Anderson, Multivariate Data Analysis, 7th edition, Pearson, Upper Saddle River, NJ, 2009.
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Nhận bài
29/02/2024
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27/04/2024
Chấp nhận đăng
10/06/2024
Xuất bản
15/06/2024
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Kiểu trích dẫn
Thạch Bảo, Q., Nguyễn Thị, T., Nguyễn Ngọc, K., Nguyễn Thu, P., Nguyễn Thị Ánh, T., Dư Khánh, T., & Nguyễn Minh, H. (4400). Yếu tố nào tác động đến chất lượng dịch vụ giao hàng chặng cuối trong đô thị - Trường hợp nghiên cứu của Grabfood ở Hà Nội. Tạp Chí Khoa Học Giao Thông Vận Tải, 75(5), 1707-1721. https://doi.org/10.47869/tcsj.75.5.1
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