Nâng cao chất lượng dịch vụ của doanh nghiệp vận tải

Nội dung text: Nâng cao chất lượng dịch vụ của doanh nghiệp vận tải

1. Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 1 năm 2018 IMPROVING SERVICE QUALITY PROVIDED BY FREIGHT FORWARDERS NÂNG CAO CHẤT LƯỢNG DỊCH VỤ CỦA DOANH NGHIỆP VẬN TẢI MA. Dao Cao Son, MA. Nguyen Thu Huong MA. Khuc Dai Long Thuongmai University Email: Abstract There are more and more opportunities for businesses in the global market, especially those in the field of logistics. The fierce competition from domestic and foreign competitors makes each logistics enterprise in general and transport, in particular, have to find solutions to improve service quality. The purpose of this study is to determine the current status of the service quality of the transport business based on the assessment of the customer as a business partner. The research results show that most of the interviewed enterprises highly valued the service quality of their supply partners. In addition, there are some limitations in terms of employee responsiveness and tangibility. Based on that result, the authors provide some suggestions to help businesses improve the quality of their services in the future. Keyword: service quality, freight forwarder Tóm tắt Toàn cầu hóa đã, đang và sẽ tiếp tục mang lại các cơ hội cho các doanh nghiệp đặc biệt là các doanh nghiệp trong ngành Logistics. Tuy nhiên, bên cạnh nhưng cơ hội là không ít thách thức, những cạnh tranh đến từ cả trong lẫn ngoài nước buộc các doanh nghiệp phải nhanh chóng tìm ra giải pháp nhằm nâng cao chất lượng dịch vụ của mình. Mục đích của nghiên cứu này là phản ánh thực trạng chất lượng dịch vụ của các doanh nghiệp vận tải dựa trên đánh giá của khách hàng là các doanh nghiệp. Kết quả nghiên cứu đã chỉ ra hầu hết các doanh nghiệp được phỏng vấn đánh giá cao chất lượng dịch vụ được cung ứng. Tuy nhiên, vẫn còn tồn tại một số hạn chế như khả năng đáp ứng của nhân viên hay tính hữu hình. Dựa trên kết quả nghiên cứu, nhóm tác giả đưa ra một số gợi ý nhằm giúp các doanh nghiệp nâng cao chất lượng dịch vụ vận tải của mình trong tương lai. Từ khóa: chất lượng dịch vụ, doanh nghiệp vận tải 1. Introduction 1.1. The priority of research In recent years, Vietnam has signed and established economic and trade relations with many countries in the world. Since 1995, Vietnam has joined many global organizations such as ASEAN, AFTA or Asia Pacific Economic Forum (APEC), leading to the improvement of national competitiveness advantage on a global scale. According to the Vietnam Logistics Report 2017, the world logistics market reached an average turnover of $ 8 trillion per year in 2016-2017, accounting for about 11% of the world's GDP. In 2017, the market value was estimated at $ 9 trillion, of which Ceva Logistics, DHL, FedEx, and UPS account for 15% of global revenue. One of the key drivers of the global logistics market in 2017 was the rapid growth of e-commerce and the auto - machine industry, which in turn is the trend of the 4.0 technology revolution. Large-scale use of logistics services across the globe including retail, transportation, manufacturing, communications, entertainment, banking and finance, telecommunications and government operations public utility. The tendency of logistics to become cross-link between industries has emerged in recent years, posing the need for internal logistics change to adapt to changes in the industries it serves. This is the driving force behind logistics innovation. It is also a big challenge in the context of global economic uncertainty. As a result, the world of logistics will shift focus to emerging markets in Asia and investment in technology and people will be key to the future development of logistics. 925
2. Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 1 năm 2018 The global logistics market is projected to grow at an average annual rate of 6.54% in 2017- 2020 and to reach $ 15.5 trillion by 2024, nearly double the $ 8.2 trillion by 2016, and E-commerce will be the leading factor in the development of global logistics in the future. Although it currently accounts for more than 5% of the total market turnover, the growth rate is always higher than the global average of the logistics industry. By 2020, e-commerce will account for 7.2-7.5% of the total wold logistics turnover (Vietnamnet, 2018). In addition, as an official member of the WTO, Vietnam must be open to 100% foreign-owned companies operating in the field of logistics. The emergence of these enterprises makes Vietnam logistics industry's competitiveness become fierce than ever. Those who do not work will lose out and face the risk of being removed from the market. Therefore, in order to be able to survive and, in addition, to compete fairly with foreign businesses, logistics enterprises in general and transport enterprises, in particular, must improve the quality of services provided. 1.2. The purpose of research The aim of the research is to identify the problem of freight forwarders in providing transportation services based on the assessment of their customers. From there, the research will clarify two research questions: First, the quality of service delivery of transport service enterprises is being evaluated by customers? Second, what solution to the transport service provider to solve the problem? 1.3. The scope of research Based on the research purpose, the authors selected randomly a number of firms based on their relationship to receive feedback on the quality of transport services that they have been using. Although not primarily intended, transport enterprises are considered to be major providers of road transport services, sea, and air freight services will not be mentioned. 2. Literature review 2.1. Service Quality Up to the present time, there are many views on the quality of service. According to Luu Van Nghiem (2008, p. 163), service quality is a measure of how much service is delivered to customers in line with customer expectations. Creating a quality service means meeting the customer's expectations consistently. According to Gronroos (1984), service quality is assessed on two aspects: technical quality (referring to what is served) and functional quality (how they are served). Quality of service is perceived as the difference between the quality of service expected and the quality of service received. According to Parasuraman et al., (1988, 1985), service quality is the expected distance from a customer's product or service and their perceptions when using a service. To understand their expectations, identify and understand expectations, and develop a system that defines customer expectations to create an effective service strategy. This is the most general concept, covering the full meaning of the service when considering the quality of service standing on the customer point of view, customer-centric. This definition is accepted by many scientists and businessmen, widely used in research as well as business practice. Quality is the level of satisfaction, Satisfaction is the feeling minus the expectation, the quality of feeling is the feeling minus the expectation. According to this approach, quality is the customer's perception and customer value. The level of customer satisfaction with the service is the difference between the perceived consumer service consumption and their expectations before consuming the service. Accordingly, there are three possible scenarios: (1) Where the perception of service consumption is greater than expected, the service is rated as high quality. The better this number, the better the quality of service; (2) Where the level of perception is equal to expected expectations, the service provided is deemed quality, acceptable by the customer; (3) Where the level of perception is lower than expected, the quality of service provided is poor. 926
3. Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 1 năm 2018 Based on the approach of service quality, the service improvement can be understood as improving the quality of service with implications for how the gap between the quality of perception and quality of expectation is the lowest. In addition, based on the customer-oriented perspective, service quality means meeting the expectations of customers, satisfying the needs of customers. Therefore, the quality is determined by the customer, the desired customer, the demand of the customer is diversified, so the quality also has many levels depending on the customer. With the view, the quality of service is by the customer decision, so the quality is subjective, depending on the needs, expectations of customers. The same quality of service, but different customers will have different feelings, and even the same customer also feel different at different stages. 2.2. Transportation service According to Trinh Thi Thu Huong (2007), transportation services often include all activities (direct and indirect) for the carriage of passengers and goods. On the classification of transport services, according to the WTO, the GATS provides specific regulations on sectoral and sub-sectoral services based on the United Nations' primary product classification system (CPC), which covers 12 sectors services and 155 service sub-sectors. Services that serve the infrastructure of commerce and the economy include telecommunications, finance, business support services, and transport services. Transport services are divided into sub-sectors: sea transport services, water transport services, air transport services, rail transport services, road transport services, transport services. The pipeline, auxiliary services for various types of transport services. Transport sub-sectors continue to be subdivided into several types of services. According to the provisions of Vietnamese law, Decree 163/2017/NĐ-CP regulating the provision of logistics services, the transportation services (road, rail, inland, air and sea) are one of the logistics services that businesses can supply in the market. In addition, Circular 63/2014 /TT-BGTVT also provides for the operation of freight agents, including the implementation of one or more stages of the transport process (except for transport). From here, when referring to transportation services, the legal approach is to separate each stage of the transport process. Pursuant to Joint Circular No. 07/2001 / TTLT-BKH-TCTK dated November 1, 2001, guiding the business lines used in business registration issued by the Ministry of Planning and Investment and the General Statistics Office; Transportation, warehousing and information services include many sub-sectors from road transport, pipeline. Group of auxiliary activities for transportation; Travel business and other travel services with code 63. Transport support service code 6313 which includes many sub-sectors such as support services air transportation, support services rail transport, water transport services, road transport support services (code 63134). Thus, although there are differences between the classification and coding modes of transport services of the WTO and Vietnam in different documents, it is possible to split transport services into two main groups: ( 1) Sea freight, air freight, water transport, rail transport, road transport; (2) Transportation support services. This is also the approach to classifying transport services approached and selected by the research team. 2.3. Theoretical framework Based on the study of Zeithaml (1988) with the SERVQUAL model to evaluate customer perceptions of service quality, the five characteristics including Reliability, Responsiveness, Ability, Empathy, and Tangible Elements. Accordingly, reliability demonstrates the ability to perform a properly committed service, responsiveness demonstrates a willingness to provide customer support, and prompt service delivery professional skills, experience, professional qualifications, ability to consult services and quick and accurate procedures of service staff; Sympathy shows interest, sympathy, patience with customers; Tangible elements reflect the conditions of the service environment which must be comfortable for the customer when dealing, other intuitive signs must show professionalism. 927
4. Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 1 năm 2018 There are many fields in which researches have applied the SERVQUAL model to perform service quality assessments, looking at the gap between the perceptions and the expectations of customers, so as to adjust the management practices of the business. Within the scope of this study, the criteria for assessing service quality of transportation service providers will include: Table 1. Tables of construct items. Characteristics Details Reliability Introduce the full package of services to customers Follow the procedure as stated Responsiveness Employees express politeness when communicating Staff answered all questions Employees handle complaints quickly Assurance Staff are always available to help The company offers a full range of services as committed Quality of service is commensurate with the price paid Customers do not experience the old complaints The company handles procedures conveniently and efficiently. Empathy Employees have shown their patience in dealing with customers. Customers are taken care of during and after using the service Tangibles The company offices are located conveniently Well mannered staff Service contracts are clear and easy to understand Customers are provided with easy and convenient tracking services. 2.4. Methodology The data used in this study are primary data. Primary data was collected through in-depth interviews, based on questionnaires designed. In addition to answering the questionnaire, the interviewer conducted additional interviews with the individual about the transportation service that the partner company was providing to them. Respondents were selected randomly based on their personal relationships. Of the enterprises involved, there were 03 respondent companies interviewed. 01 garment enterprise (Cao Minh Investment and Industrial Joint Stock Company), 01 business enterprise in logistics (Delmar International Vietnam Co., Ltd), 01 business enterprise in fertilizer, pesticide production (Thien Hung Trading Co., Ltd). These three companies use domestic shipping services, do not carry international transportation and activities outside the territory of Vietnam. The representative of the company responded that it was in charge of the business. Three transport enterprises were investigated: Vietnam Post Corporation (VNPO), Ha Minh Anh Co., Ltd and Nam Hai Investment and Trading Joint Stock Company. In-depth interviews were conducted in two ways: face-to-face interviews and telephone interviews. Specifically, the representative of the research team directly interviewed with the sales representative of Delmar International Vietnam Limited Liability Company for a period of one hour on May 12th at the company office (Trung Van, Nam Tu Liem, Hanoi); with representative office of Cao Minh Industrial Investment and Investment JSC with 45 minutes duration on 15th May at Company office (252 Xuan Dinh, North Tu Liem, Hanoi). Representatives of the research team conducted a telephone interview with Thien Hung Trading Co., Ltd, who had an hour of interview time on May 18. Interview questionnaires were designed based on service quality criteria of Zeithmal et al. (1988), which adjusted some content based on discussion of the research team to fit the real the business activities of transportation business enterprises in general. 928
5. Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 1 năm 2018 Findings Based on the results of the assessment of customers for enterprises providing goods transportation services by the road they are using, it is found that: Reliability Quality of service in general and transportation, in particular, is reflected in the trust of customers. The results of the interviews at enterprises show that most of them have stated that the transportation service enterprises have introduced the full package of services for customers to refer. Some transportation companies use a variety of forms of introduction including via email, telephone so customers can study and consider the package before signing a contract. In addition, customers also show their trust in the transport business when the procedures are done as informed to customers. Specifically, for the enterprise Cao Minh Investment and Industrial Joint Stock Company when assessing transportation services of the VNPost found that "VNPost has shown the build-up of trust with customers through the correct implementation. In the case where the company wants to have more information about the services, VNpost has introduced quite enough information and sent it to the company for reference. As for the opinion given to Nam Hai Transport and Trading Joint Stock Company, customers - Thien Hung Trading Co. - think that Nam Hai has tried to provide full information about the package. For customers, the company has done the right procedures as announced. It is this that made Thien Hung keep cooperating with Nam Hai for 8 years, from 2010 to now. Responsiveness All surveyed respondents reported that they found the staff was polite, even some were dressed in a corporate logo, which not only shows the respect for customers but also contributes to the image of the business brand in their mind. Besides, in the process of trading and using transportation services, the staffs have the information to be able to answer any questions of customers in the fastest time. This is one of the points to be maintained and promoted to improve the quality of the business. However, in dealing with complaints, some businesses still complain when the processing time is delayed, causing time and frustration for businesses. Specifically, Cao Minh company said that although the staff is polite, knowledgeable about the service and answered questions to customers, the complaint processing of VNpost is not fast enough for customers to wait. That partly made the business Cao Minh not really satisfied with the capacity of the staff of VNpost. Another important point is that during the interview, Cao Minh's sales manager also said that the correct way to respond and use words while communicating with customers may be a problem for VNpost employees because it can make customers not really understand all the information. In addition, Delmar International Vietnam also thinks that Ha Minh Anh's employees have dealt with the agile and knowledgeable situations, but in reality, the transport service has changed and changed in the past. Service providers should continue to develop their knowledge. Assurance In the process of using the transportation services of the surveyed enterprises, all employees of the service providers are willing to help customers from the stage of the offering, consulting, signing contracts, for to solve complaints and complaints. This reflects most of the contractual commitments or implied commitments based on the credibility of the business are guaranteed. Most of the interviewed business clients rated the cost completely consistent with the quality of transport services provided by the firms. However, some customers still face risks when the goods are lost, lost or reduced quality in the process of transportation. The cause of this situation comes from both subjective and subjective factors when the transporter has not met the condition of facilities and transportation in the best way to ensure 929
6. Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 1 năm 2018 the quality of goods too. In addition, the process of controlling the transportation has many limitations with weather conditions, the quality of roads is not favorable at sometimes also cause the above situation. Some types of agricultural products, fertilizers, pesticides often face the above risks. Specifically, for logistics business enterprises such as Delmar International Vietnam, meeting the commitment as the contract is extremely important because any mistakes in the implementation process will cause direct impact to Delmar as well as Delmar's customers. Delmar thinks that the business of Ha Minh Anh has achieved good results, although in some cases complaints still occur but are quickly resolved. Moreover, Ha Minh Anh has shown its best efforts in document processing. Empathy The transport service enterprises expressed sympathy with customers. They are willing to wait to resolve the procedures, resolve the questions, complaints when there is a problem, the dispute occurred although the reception and processing time is not fast. Especially, in some situations such as loss of goods caused by transport, some enterprises have quickly conducted verification, full compensation for customers. This is one of the highlights of the policy as well as the implementation of customer care policy of transport service providers surveyed. In addition, some large, long-term customers of new businesses receive visits, gifts on holidays, information on the transport industry or the incentive services they provide. Specifically, the company Delmar highly appreciate the cooperation of the staff of Ha Minh Anh when they have shown patience when working with. Besides, the customer care policy of Ha Minh Anh Company also makes Delmar's representative happy with the gift, handle complaints and quick compensation in the case of loss of goods, shipping damaged. This in part makes Delmar think that the company has shown respect to its customers and that keeping the relationship will be mutually beneficial. Tangibles Evaluating tangible factors with criteria such as the convenience of a location, a courteous employee, a clear contract, or a customer using easy and convenient tracking services. Overall, they are pretty good. However, some customers are not able to track the progress of their goods in time through the navigation system or through the website system to be able to urgently remind to ensure the proper time copper. This is the point where transportation service providers need to improve the quality of their supply. Specifically, as in the case of Ha Minh Anh, although it provides tracking of the process of transporting goods to customers through applications on mobile phones and computers, updating information and the signal could not be stabilized. As for VnPost, access to the roadmap is done on the home page of the computer, which is also a new point to facilitate the customer in the process of tracking the goods. The application of technology to the monitoring of goods is not new, but in some cases such as Nam Hai enterprises, the direct contact with the manager to check the information is considered optimal than with other technology applications. 3. Conclusions Through the interview of customers using transportation services provided by some enterprises, it can be seen that most enterprises have met the requirements of customers for the quality of services expressed. Through criteria such as reliability, service capacity, responsiveness, empathy, and tangible elements. Transport service providers receive credibility from customers through detailed information about service packages conveyed to customers in a variety of formats, and more services and resources. All are strictly implemented, as committed. In addition, in the face of communication and negotiation, the staff in charge of the service provider are courteous, courteous, willing to wait in service delivery, 930
7. Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 1 năm 2018 always showing respect. with customers. In particular, most have certain knowledge about the transport service they provide and are available to answer questions or even complaints if any. However, in the process of providing services, enterprises also showed their typical limitations such as time to handle complaints is not fast, the problem of tracking goods is not convenient, some case customers have to wait for a long time. Complaints and inquiries often come from risks associated with lost or damaged goods during transportation. These are the limitations that businesses need to overcome immediately to improve the quality of their services. 4. Recommendations In order to improve the quality of transport services provided by Vietnamese SMEs, it is vital that these following solutions need to be pursued appropriately. Because each business has their own resources, applying these suggestions is also required to be flexible. From all of these, there are several suggestions for freight forwarders to improve their quality of service. Firstly, Need to invest in the development of material bases, equipment, and application of science and technology. The system of equipment for logistics activities in general and transport, in particular, is still limited, backward and incomprehensive. Scale yards are small while vehicles such as conveyor belts, conveyors, forklifts, light systems are poor and backward. Besides, although enterprises are aware of the application of information technology in supplying logistics services, they are still inferior to foreign ones. Typically, most of the websites of Vietnamese businesses merely introduce themselves, their services but lack the utilities that customers need such as track and trace tools, e-booking, tracking voucher To address this situation, businesses can set up distribution centers, Logistics operations centers in convenient locations, help deliver goods to the point of receipt of goods quickly, develop models when multi equipment, equipment development, forklifts, modern vehicles to transport and loading goods. In addition, there is a need to continually modernize the technologies that allow for close control of the flow of goods, to communicate with stakeholders in a timely manner, to respond to problems, to assist customers. Track and Trace Programs should be applied such as customer information system CIS - Customer Information System, Transport Management System TMS - Transport Management System, management system WMS warehouse - Warehouse Management System Secondly, need to improve the quality of the staff. In fact, the staff in the field of freight forwarding are currently mainly trained from the University of Economics and Commerce. Few are trained in transportation, maritime. As a result, most Vietnamese enterprises are only providing satellite services, hired for foreign logistics companies, they only provide basic logistics services such as clearance, transportation, that thing is enough to organize and run the whole process of logistics operations. Many officials and employees do not have the knowledge and knowledge about the transportation sector, lack of communication skills, contract negotiation and complaint settlement which make the quality of services not high. In order to address this situation, enterprises should coordinate with associations to send short-term training courses, or directly organize training courses, invite lecturers from prestigious universities. Credits for support. In addition, businesses can hold seminars, share experiences between experts, leaders, and employees to increase knowledge, experience in the work. Finally, need to strengthen linkages between transportation companies. In the context of integration and rough competition today, enterprises are competitors of each other, but also can completely become partners for each other to cooperate together. The issue of cooperation is even more necessary for Vietnamese transportation companies as most of them are small businesses operating fragmented. To survive and compete with foreign companies, cooperation is indispensable. When collaborating, businesses can take advantage of each other to provide more services to customers while not having to spend too much money. This will add value to the customers. 931
8. Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 1 năm 2018 REFERENCES 1. Gronroos, C., 1984. A Service Quality Model and its Marketing Implications. Eur. J. Mark. 18, 36– 44. 2. Trịnh Thị Thu Hương., 2007. Phát triển dịch vụ vận tải của Việt Nam đáp ứng hội nhập kinh tế quốc tế. Đề tài NCKH cấp Bộ. Đại học Ngoại thương. 3. Lưu Văn Nghiêm. Marketing dịch vụ. 2008. Nhà xuất bản thống kê. 4. Parasuraman, A., Zeithaml, V , Berry, L.L., 1985. A conceptual model of service quality and its implications for future research. J. Mark. 41–55. 5. Parasuraman, A., Zeithaml, V.A., Berry, L.L., 1988. SERVQUAL: A multiple- Item Scale for measuring consumer perceptions of service quality. J. Retail. 6. Vietnamnet, 2018. Golden time for logistics M&A deals in Vietnam. Vietnamnet.vn. 7. Zeithaml, V.A., 1988. Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence. J. Mark. 52, 2–22. 932