Đánh Giá Của Khách Hàng Về Chất Lượng Dịch Vụ Content Marketing

Đánh giá sự hài lòng của khách hàng đối với chất lượng dịch vụ Content Marketing trên Facebook của Công ty Cổ phần Công nghệ VFFTECH - 13


NHÓM NĂNG LỰC PHỤC VỤ


Reliability Statistics

Cronbach's Alpha

N of Items

,898

5

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Đánh giá sự hài lòng của khách hàng đối với chất lượng dịch vụ Content Marketing trên Facebook của Công ty Cổ phần Công nghệ VFFTECH - 13


Item-Total Statistics


Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item- Total Correlation

Cronbach's Alpha if Item Deleted

NLPV1

14,56

7,147

,751

,875

NLPV2

14,31

7,999

,667

,892

NLPV3

14,41

7,505

,758

,874

NLPV4

14,29

7,213

,772

,870

NLPV5

14,49

6,829

,797

,864


NHÓM MỨC ĐỘ ĐỒNG CẢM


Reliability Statistics

Cronbach's Alpha

N of Items

,876

5


Item-Total Statistics


Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item- Total Correlation

Cronbach's Alpha if Item Deleted

MĐĐC1

15,05

4,743

,607

,873

MĐĐC2

15,19

4,448

,759

,838

MĐĐC3

15,35

4,268

,716

,848

MĐĐC4

15,22

4,307

,763

,836

MĐĐC5

15,17

4,574

,694

,853


NHÓM PHƯƠNG TIỆN HỮU HÌNH


Reliability Statistics

Cronbach's Alpha

N of Items

,850

5


Item-Total Statistics


Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item- Total Correlation

Cronbach's Alpha if Item Deleted

PTHH1

15,50

3,715

,546

,852

PTHH2

15,43

3,454

,767

,789

PTHH3

15,24

3,929

,654

,823

PTHH4

15,24

3,633

,691

,811

PTHH5

15,23

3,589

,667

,817


NHÓM ĐÁNH GIÁ CHUNG


Reliability Statistics

Cronbach's Alpha

N of Items

,854

3


Item-Total Statistics


Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item- Total Correlation

Cronbach's Alpha if Item Deleted

ĐGC1

7,72

1,532

,734

,790

ĐGC2

7,79

1,511

,735

,788

ĐGC3

7,76

1,325

,718

,811


3. KHÁM PHÁ NHÂN TỐ EFA


KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

,907




Approx. Chi-Square

2630,923

Bartlett's Test of Sphericity

df

351


Sig.

,000



Total Variance Explained

Component

Initial Eigenvalues

Extraction Sums of Squared Loadings

Rotation Sums of Squared Loadings

Total

% of

Variance

Cumulative

%

Total

% of

Variance

Cumulative

%

Total

% of

Variance

Cumulative

%

1

11,016

40,799

40,799

11,016

40,799

40,799

4,505

16,687

16,687

2

3,088

11,437

52,235

3,088

11,437

52,235

3,711

13,743

30,430

3

1,636

6,058

58,294

1,636

6,058

58,294

3,546

13,135

43,565

4

1,499

5,550

63,844

1,499

5,550

63,844

3,360

12,444

56,009

5

1,059

3,923

67,767

1,059

3,923

67,767

3,175

11,759

67,767

6

,938

3,472

71,240







7

,756

2,800

74,040







8

,672

2,489

76,528







9

,615

2,276

78,805







10

,539

1,996

80,801







11

,501

1,856

82,657







12

,483

1,791

84,448







13

,452

1,675

86,123







14

,410

1,517

87,640







15

,386

1,428

89,068







16

,367

1,359

90,427







17

,334

1,239

91,666







18

,323

1,197

92,863







19

,310

1,147

94,010







20

,281

1,041

95,051







21

,255

,946

95,997







22

,245

,907

96,904







23

,227

,842

97,746







24

,180

,667

98,413







25

,156

,577

98,990







26

,143

,531

99,521







27

,129

,479

100,000







Extraction Method: Principal Component Analysis.



Rotated Component Matrixa

Component




1

2

3

4

5

MĐĐU6

,745





MĐĐU2

,734





MĐĐU1

,708





MĐĐU7

,698





MĐĐU5

,693





MĐĐU3

,685





MĐĐU4

,592





NLPV4


,848




NLPV5


,847




NLPV3


,827




NLPV1


,821




NLPV2


,753




MĐĐC3



,772



MĐĐC4



,762



MĐĐC2



,739



MĐĐC5



,704



MĐĐC1



,682



PTHH3




,769


PTHH4




,745


PTHH2




,699


PTHH5




,674


PTHH1




,582


MĐTC1





,730

MĐTC5





,715

MĐTC2





,687

MĐTC4





,645

MĐTC3





,607

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 6 iterations.


MA TRẬN XOAY NHÂN TỐ ĐÁNH GIÁ CHUNG


KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

,734

Approx. Chi-Square

198,765

Bartlett's Test of Sphericity df

3

Sig.

,000


Total Variance Explained

Component

Initial

Eigenvalues

Extraction Sums of Square

d Loadings

Total

% of Variance

Cumulative %

Total

% of Variance

Cumulative %

1

2,333

77,758

77,758

2,333

77,758

77,758

2

,349

11,640

89,398




3

,318

10,602

100,000




Extraction Method: Principal Component Analysis.


Component Matrixa

Component

1

ĐGC2 ĐGC1

ĐGC3

,886

,885

,875

Extraction Method: Principal Component Analysis.

a. 1 components extracted.


4. PHÂN TÍCH TƯƠNG QUAN


Correlations


ĐGC

MĐTC

MĐĐU

NLPV

MĐĐC

PTHH


Pearson Correlation

1

,704**

,711**

,335**

,627**

,642**

ĐGC

Sig. (2-tailed)


,000

,000

,000

,000

,000


N

150

150

150

150

150

150


Pearson Correlation

,704**

1

,735**

,215**

,601**

,594**

MĐTC

Sig. (2-tailed)

,000


,000

,008

,000

,000


N

150

150

150

150

150

150


Pearson Correlation

,711**

,735**

1

,308**

,596**

,606**

MĐĐU

Sig. (2-tailed)

,000

,000


,000

,000

,000


N

150

150

150

150

150

150


Pearson Correlation

,335**

,215**

,308**

1

,326**

,398**

NLPV

Sig. (2-tailed)

,000

,008

,000


,000

,000


N

150

150

150

150

150

150


Pearson Correlation

,627**

,601**

,596**

,326**

1

,551**

MĐĐC

Sig. (2-tailed)

,000

,000

,000

,000


,000


N

150

150

150

150

150

150


Pearson Correlation

,642**

,594**

,606**

,398**

,551**

1

PTHH

Sig. (2-tailed)

,000

,000

,000

,000

,000



N

150

150

150

150

150

150

**. Correlation is significant at the 0.01 level (2-tailed).


5. PHÂN TÍCH HỒI QUY


Variables Entered/Removeda

Model

Variables Entered

Variables Removed

Method


1

PTHH, NLPV,

MĐĐC, MĐTC, MĐĐUb


.


Enter

a. Dependent Variable: ĐGC

b. All requested variables entered.


Model Summaryb

Model

R

R Square

Adjusted R Square

Std. Error of the Estimate

Durbin-Watson

1

,799a

,639

,626

,35592

2,207

a. Predictors: (Constant), PTHH, NLPV, MĐĐC, MĐTC, MĐĐU

b. Dependent Variable: ĐGC


ANOVAa

Model

Sum of Squares

df

Mean Square

F

Sig.


Regression

32,295

5

6,459

50,986

,000b

1

Residual

18,242

144

,127




Total

50,537

149




a. Dependent Variable: ĐGC

b. Predictors: (Constant), PTHH, NLPV, MĐĐC, MĐTC, MĐĐU


Coefficientsa

Model

Unstandardized Coefficients

Standardized Coefficients

t

Sig.

Collinearity Statistics

B

Std. Error

Beta

Tolerance

VIF


(Constant)

-,204

,271


-,754

,452




MĐTC

,301

,089

,271

3,402

,001

,394

2,538


1

MĐĐU

NLPV

,285

,050

,085

,048

,268

,058

3,360

1,039

,001

,301

,393

,809

2,546

1,236


MĐĐC

,196

,076

,175

2,584

,011

,544

1,839


PTHH

,247

,086

,199

2,854

,005

,515

1,941

a. Dependent Variable: ĐGC


7. ĐÁNH GIÁ CỦA KHÁCH HÀNG VỀ CHẤT LƯỢNG DỊCH VỤ CONTENT MARKETING


MĐTC1


Frequency

Percent

Valid Percent

Cumulative Percent


khong hai long

3

2,0

2,0

2,0


binh thuong

25

16,7

16,7

18,7

Valid

hai long

99

66,0

66,0

84,7


rat hai long

23

15,3

15,3

100,0


Total

150

100,0

100,0



MĐTC2


Frequency

Percent

Valid Percent

Cumulative Percent


khong hai long

10

6,7

6,7

6,7


binh thuong

30

20,0

20,0

26,7

Valid

hai long

103

68,7

68,7

95,3


rat hai long

7

4,7

4,7

100,0


Total

150

100,0

100,0



MĐTC3


Frequency

Percent

Valid Percent

Cumulative Percent


khong hai long

5

3,3

3,3

3,3


binh thuong

29

19,3

19,3

22,7

Valid

hai long

99

66,0

66,0

88,7


rat hai long

17

11,3

11,3

100,0


Total

150

100,0

100,0



MĐTC4


Frequency

Percent

Valid Percent

Cumulative Percent


khong hai long

5

3,3

3,3

3,3


binh thuong

41

27,3

27,3

30,7

Valid

hai long

95

63,3

63,3

94,0


rat hai long

9

6,0

6,0

100,0


Total

150

100,0

100,0


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