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

NHÓM NĂNG LỰC PHỤC VỤ

Reliability Statistics

Cronbach's Alpha

N of Items

,898

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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

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

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	t	Sig.	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