Vai trò của cải tiến liên tục trong việc nâng cao sự hài lòng của khách hàng

Q U I N TRI KINH OQANH
iMr jad

cOa cii

TIEN UEN TUC TRONG UIEC NANG CHO

sifHiii LdNG cin

KHHCH HUNG
Le Thai Phong
Trudng Dai hgc Ngogi ThUdng
Email:

Ngaynh$n:

25/03/2016

Ngay nhgn lgi:

05/04/2016

Ma so: 92.2BMkt.21

Oi^i tiin liin tgc li mdt chuang trinh quan tq doanh nghiip da dugc cic doanh nghiip Nh$t Bin vi
(^cic nude phuang liy ip dung thanh cdng. Nhd ip dgng cic hoat ddng cai tUn liin tuc mi kit qua
kinh doanh ciia doanh nghiip tit han, khieh hing hii Idng ban vi mUc dd trung thinh cOa khich hing
cung tang lin. Bii viet sQ dung phuang phip dinh lugng nham kiem dmh moi tuang quan giOa di tien lien
tuc vi su hii Idng khich hing thdng qua 4 khia canh: mQc dd dip Qng yeu du cua khich hing; tang lUdng
khich iiing thin thiet; ting su hii Idng tOc thdi; vi ting sU hii Idng dil ban. Hoi quy tuyin tinh vdi hdn
1500 quan sat tQ ngudn dQ liiu eua chuang trinh San xuat hidu suit cao cua My (High Manufacturing

Practice - HPM) cho thay, de chuang trinh di tien da giOp doanh nghiip chiu Au dip Qng tit han cie yiu
ciu cQa khieh hing, giup hg cd mdt lugng khich hang than thiit Idn, vi hii Idng tQc thdi cung nhu dii han
tu phia khieh hing. TQ dd, mdt so bii hoc cQng dugc nit ra cho doanh nghiip Viit Nam.
TQ khoa: di tien liin tuc, hii Idng khach hang, nghiin cUu djnh tuang ^

UVdi

rjO-^P

j

vrv

I.LeigidlthiSu
i^t "^^^ ' ^ ' ,' {p
fl gidi thipi
C i i tien lien ti^c tQ l i u da trd thinh chien luge
quan trong v i khdng the thay the eho c i c doanh
nghipp Nhpt Ban va phUdng Tay trong viec nang
cao ket qua kinh doanh eua doanh nghidp. Viec
ap dung cai tien lien fuc se giup nang eao sU hai
Idng khich hing v i den lugt nd, mang den tae
dpng va su thay doi ve nang lue canh tranh cQa
td chQe trong nhQng thj frudng chQa dung ea ed
hdi Idn thQ thach.
Cai tidn lidn tyc eae khiu trong doanh nghiep
nham thda m i n tdt hon yeu c i u cQa khich hing
la van dd khdng mdi vd \y luin nhUng lgi chUa
duge chQng minh nhieu bdi cae b i i viet dmh lupng.
Bii vidt n i y nham tim ra moi lien hp giQa cai tien

lien tyc vdi SQ h i i Idng khieh hing; tQ dd dua ra
cac chinh saeh, chien lupe cai tidn trong doanh
nghipp eho phu hop dd' ning eao nang luc egnh
tranh, tang doanh sd v i md rpng th| phan cho
doanh nghipp, 0 e dat dugc muc tidu nghidn cQu,
bai Viet sQ dyng phuong phip nghien cQu dinh
lupng vdi c i c ky thuit phin tich nhan td kham pha
(EFA) va tUdng quan hdi quy de tim hieu tae dpng
cua c i c chuong trinh cai tien lien tyc den sy h i i
long khach hang the hien dudi bdn khia canh: mQe
dp d i p Qng ydu eau cua khach hang; tang luong
khach hang thin thiet; fang sU h i i Idng tQc thdi; v i
tang sU hai Idng dai hgn.

2. Khung I*
thuySt
1;^ fhuySt
2.1. Khai nl$m dl OSh Mn tgc
Thuit ngQ "eai fien lien tue" dupe sQ dung rat
phd bidn trong c i c hogt dpng quan tri cua doanh
nghiep v i nhpn dupc sy quan t i m d i e bipt cCia
c i c nha khoa hgc cung nhu edng ddng doanh
nghiep, dac bipt sau sy trdi d i y cQa nudc Nhit
nhQng n i m 1970s-1980s. Cai tien lidn tyc la each
tiep c i n mang tinh triet 1]? v i cd hd thdng, duoc
Nhat Ban phat trie'n sau chien tranh thd gidi tiiQ 2.
"Cai tien lidn tyc" trong tieng Nhpt la Kaizen dUpc
ghdp tQ "Kai" - "thay ddi" v i "zen" - "tot". Kaizen la
sy tich luy c i c c i i tidn nhd thinh kdt qua Idn, tip
(rung vao x i c dmh vdn dd, giai quyet van de v i

thay ddi chuan de dam bao van de dugc giai quyet
t i n gdc. Do dd, cai tidn lidn tyc ddng hinh vdi
nidm tin rang sQc sing tao cQa con ngQdi la vo
han. Qua dd, tat d mgi fhanh vien trong td ehi3c
tQ lanh dgo den cdng nhin deu dUpc khuyen khich
dua ra de xuat cai tidn dCl l i nho xuat phit fCi
nhQng cdng vide thQdng ngdy. Trgng t i m cua vipc
cai tien lien tuc la vipe xac dinh eac nguydn nhin
tiem tang cua cac hogt dpng khdng tao ra gia ti|
t i n g thdm v i loai bd chQng bang each cai tien qui
trinh san xuSt, qui trinh l i m viPc... trong td chQc.
Cai fien lien tuc dUpc dmh nghTa l i tpp hpp mpt
chudi c i c hoat ddng dupe trien khai thudng xuyen
trong doanh nghipp nham c i i thidn ket qua kinh

klioaligc
^ = ^ = ^ = ^ = ^ ^ ^
58 thifdngm^i

So 92/2016


QUAN T R | KINH DOANH
doanh (Ali, Islam, Howe, 2012). Doi vdi doanh
nghipp san xuat, hogt ddng c i i tien lien tyc thudng
nhdn mgnh ddn vipc ddn gian hda c i e q u i trinh
xuat, ChQ yeu thdng qua logi bd lang phi, Ddi vdi
doanh nghipp d|eh vy, hogt dpng c i i tidn lidn tyc
tilUdng tap frung v i o khiu dap Qng tot hdn vdi cac
yeu cau eua khieh hing thdng qua c i c chUOng

trinh trao quydn cho nhan vien v i giam thieu tinh
quan lieu trong td chQc (Terziovski, 2002). Vipe
trien khai c i c chUOng trinh c i i tidn lidn tue trong fd
ChQc la khdng hd ddn gian, c i n sy quyet t i m va
chi dgo sat sao cua ban lanh dgo, sy tham gia cQa
tat c i mgi ngudi, eae hogf dpng d i o tgo ve c i i tidn
lien tue v i quan trgng nhat l i thay ddi van hda td
chQc theo hudng hai long khich h i n g
Ndi dung cdl Hen lien tuc. npi dung cua edng
tac cai fien lien fye thudng bao gom: Phit trien
chuong trinh cai tien lien fye, Tfch hdp chUdng
tiinh eai tien lidn tyc v i o v i n hda td chiic. Quan IJ
ChUdng trinh eai tidn lidn tyc, SU tham gia cQa toin
the nhan vien, Hpc hoi v i chia se thdng tin, v i Td
ciiQctUdanh g i i (Hinh 1).

(Escrig-Tena. 2004). ChUdng trinh eai tien lien fye
thudng dupc phat trien dya trdn khung DMAIC cQa
6 Sigma (Define - xae dmh, Measure - do ludng.
Analyze - phdn tich. Improve - cai fien and Control
- kidm soit).
Tfdi hgp diuang trinh vao van hoa to diQc.
hogf dpng cai tien lien tuc can phai dugc coi l i
cdng vipc hang ngay v i chQdng trinh cai tien lien
tuc phai la mdt gia fri can dugc nhan mgnh trong
van hda td chQe. Cdng vipe tich hpp n i y bao gdm
tiiiet kd lgi co cau td chQe, thay dpi quy ti'inh, hp
thong, oQng nhQ thay ddi phuong phip va co ehe
de hoat dpng cai fien lien tyc phai di vPo tidm thQe
cua nhin vien (Bessant and Caffyn, 1997). Ngoai

ra, td chQe can quan ly sy thay ddi de q u i trinh
dieh ra mdt cich trdi chay v i chUOng trinh cai tidn
lidn tyc tiiyc sy duoc didn ra lien tyc trong sudt
q u i trinh san xuat kinh doanh cQa doanh nghidp.
Truydn thdng duoc ve sy thay d6\ v i myc dich cua
sy thay ddi se l i nhin t d dam b i o cho nhin vidn
hidu dugc mye tieu cQa td ohQc v i co gang de
cQng td chQc daf dupc muc tieu dd.
Quan ly diuang trinh dl
tien lien tgc. de giQp to chQc
Quan ly chuong trinh
Sir tham gia ciia toan
eang ngdy eang sang tao
cai nen lien tuc
the nhan vien
hon, dieu quan frong la khdi
dpy dugc tiem nang va
kiiuyen khfch duge nhan vien
Tich iiq] cliirong trinli
sang tgo v i quan ly duge sy
vao \'an hoa to chirc
s i n g tgo do. Trong boi eanii
mgi hogt ddng cua fd chQe
ngdy cang phy thupe nhieu
v i o tri thQe, sy s i n g tao v i
To chijc tu danh gia
cai tien khdng ngQng cQa
nhdn vien se glQp to chQc tao
ra san pham tdt hon, dich vy
tdf hon, va quy trinh edng vipe

Nguon: Phat triin til Ali. Islam, va Howe (2012)
tdt hdn (De Jong and Den
HinhJ.- Ndi dung cda chuang trinh cai tien lien tgc
Hartog, 2007). Ldnh dgo se
Phit Irien chuang idnh dl tfeh liin tuc. chudng ddng vai trd chu chdt trong vide kdt ndi eae hoat
trinh cai tidn lien tyc lien quan den viec lidn tyc dpng kinh doanh vi cic hoat dpng hd'trO, tao
kiem sdt cdc hogt ddng vi dc qua trinh de thPnh vu khi sac bdn giup doanh nghipp chien
chUdng trinh cai fien lien tyc duge then khai hipu thing. Chinh lanh dao se dinh hUdng ky vpng vd
hanh vi cQa nhan viPn ve edng vipc v i ve td
qua hon. C i e hogt ddng eua chuong trinh c i i tidn
lien tuc ddng vai trd then chdt dd tnen khai thinh ChQc. Khi Idnh dao biet trao quydn cho nhan
cdng. Chuong trinh nay dupc p h i t then dUa trdn vidn, hg se ehu ddng hdn trong edng vipc, v i tinh
vipc x i y dung mpt each hp thdng cac quy trinh Ipp thdn s i n g tao se giQp td chQe thye hipn tdt
ke hoach, tiiyc hidn ke hogch v i d i n h gia kd chuong trinh eai tien lidn tyc (Brewer, 1996).
Sg tham gia cCa toan the nhan viin: sy tham
hogch. De lam dupe dieu do, doanh nghipp can sQ
dung cdng cy tidu chuan hda, cdng cu tiidng kd,
gia eua toin the nhin vien the hipn 6 vipe nhan
xiy dyng eac chi sd d i n h gia ket qua KPIs, tien vien ehQ ddng thUe hipn c i c hogt dpng eai tien lien
hinh chuan ddi s i n h va edng t i c tu dinh g i i tyc (Bessant v i Caffyn, 1997). De l i m duge dieu

So 92/2016

hhna lipc
<^
HiUtfng mgi 59


QUAN TRI KINH DOANH
dd, td ChQc can cd kenh giao tidp hipu qua vdi

nhan vidn, ddng thdi thief Ipp cac myc tieu dCi
Uiieh tiiQc dd nhin vien cd ging, song e i e mye
tieu dd c i n cd sy ddng thuin tQ phia nhan vien. Lv'
tiiuyet vd quan tri eho thay khi nhin vien dupe
tiiam gia ti-ong qua trinh x i c l i p myc tieu v i qua
trinh ra quyet dmh, nhin vidn se nd'lyc de phat
ti-ien c i c y fudng sing tgo v i trien khai eac hoat
dong c i i tien lien tyc mdt c i c h hiPu qua (Kuei va
Madu, 2003).
Hgc hdi va chia si Uidng On: hge hoi va chia se
dong vai frd hef sQc quan trpng tiding qua trinh eai
tien liPn tue (Bessant v i Caffyn, 1997). Td chQc
can khuyen khich nhdn vidn hoc tap v i chia se
thdng tin ve nhQng thanh cdng vd dpc biet la that
bgi khi frien khai eae hoat dpng cai tien lien tyc. I d
chQe can thay doi fQ van hda do Idi sang vPn hda
hpc t i p tiji nhQng sai lam, ludn no'luc tao ra cdc gia
tri mdi, d i m chap nhpn rQi ro (Reed and Vakola,
2006). Mpt td chQc cd van hda hge hoi va ehia se
se giOp to chQc dd sing tgo va cai tien khdng
ngQng. Do vpy, k h i nang hge hdi, kha nang tiep
nhpn kien thQe, kha nang tfch hgp kien fhQc vQa
hoc v i o hogt ddng kinh doanh hang ngiy cua td
ciiQc chinh l i ning lyc cdt Idi glQp thinh cdng
(Perez Araos v i edng sU, 2006).
TodiQc tg danh gia: ehUdng trinh eai tien lien
tyc dUde eoi Id cdng cu dac lue nhat hd'trp cdng
t i c quan ly chat lugng foan dipn cQa to chQc. Didu
ndy la do fd chQe ed kha nang dieu ehinh cdc khia
cgnh hoat dpng cQa minh dd d i p Qng kJ vgng cua

khich hing. Hoat ddng tU d i n h g i i cQa fd chQc se
giQp nhin nhin eae hogt dpng cai tien da daf hipu
qua chua va can cd them hinh dpng khac phuc
hay khdng. Hoat dpng tu d i n h g i i se giup td chQc
dat dugc mpt sd myc tidu: giOp td chQc nhin nhin
nhQng diem mgnh v i nhQng didm yeu eua chuong
ti-inh cai tidn lien tue, eho phep to chQc tien hanh
chu^n ddi sinh vdi eae td chQe khae eung nganh
va khic nginh, dieu quan trgng hOn la giQp giO
dupc khich hing trong fUdng lai (Benaventet v i
cpng sy. 2004).
2.2. Vai trd cua di tien lien tgc
Cai tien ddng mpt vai trd quan trgng trong vipc
nang cao ning lue cgnh ti-anh, dap Qng tdt hdn
yeu cdu cQa khach hdng, ddng gdp tdt hdn cho sy
phit trien x i hdi. Trudc het, c i i tidn mang lgi lgi ieh
cho xa hdi thong qua cac san pham mdi, c i c giai
phip quan ly mdi. Cac cdng ty di d i u ve san pha'm
mdi, quy trinh cdng nghp mdi h o i c c i e chidn lupc
mdi thudng xuyen g$t h i i Ipi nhupn ding kd. Vien
canh n i y khieh le mgnh me eac cdng ty thyc hien

khoa hQC
GO ihifinigmai

cac chuong trinh cai tien de d i p Qng tot hon yeu
cau cQa khach hing.
C i i tien fhinh cdng ed thd c i c h mgng hda cau
trQc nginh, edu true to ohQe. Trong nhQng thip ky
gan d i y mPt trong nhQng hp q u i phd bien nhat

cua cai fien l i ha tiiap ehi phi ed d|nh frong san
xuat tgo dieu kiPn cho cPc doanh nghipp gia nhpp
tdf vdo cudc canh ti'anh trong nginh. Cai tien l i
mdt giai p h i p chien lUde mang tinh tdng tiid va
ben vOng doi vdi mpi td chQc. Trong nghien cQu
gan ddy M. Porter da chi rd vai ti'd cQa c i i tien
bx>ng vipc cich mgng hda eau trdc nganh. dng
cho rang eai tien Id sy " p h i bang" va "tit djnh
hlnh" cau trQc nganh. Cae nginh sidu egnh tianh
duoe xae dinh bdi sy cai tien thudng xuyen v i lien
tyc. Cdu true cQa cac nganh do bj each mgng hda
lidn tyc bdi cai tidn.
Mpt nghien cQu cua t i c gia Walo, Butz v i Vitalo
(2003) cho tiiay, cac doanh nghipp hipn nay dang
ling phf fdl 95% ngudn lUe cQa minh. Trong khi do,
theo khao sat eua "id chQc Tu van JWA (My), hieu
qua m i cac chuong ti-lnh cai tien lien tyc cdtiiddem
lai cho doanh nghidp sau 1 thang t r i ^ khai dupc
thdng ke nhu sau: giam ^ g thdi gian quy frlnh san
xuat xudng cdn 75-90%, gia tang ning suat hogt
ddng miy mdc Idn 60-70%, giim thdi gian xQ ly ddn
h&ig ban xudng cdn 50-73%, giam thdi gian xQ ly
ddn hing mua edn 50-70%, tilt kidm 40% khdng
gian l i m vide va giam tiiieu tinh tiang hang tdn kho.
Cac t^ Id nay eang tang neu eie ehUdng ti'inh cii tien
lien ti,ic dupc Qng dyng Idu dai va ed sy quan tim sat
sao cQa ban linh dgo.
2.3. Moi quan h$ glQa cai Oen lien tgc vi sghal
long cua khadi hang
Sy h i i Idng cua khich hing l i mQe dp eCia

trgng t h i i cam g i i c cQa mdt khach hing bat ngudn
tQ vipc so s i n h kdt q u i thu dUde sau khi sQ dung
san pham d|eh vy vdi k^ vgng trudc dd cQa hp. Ndi
each khae, sy hai Idng eua khach hang la sy khic
bipf giQa sQ cam nhpn va sy ky vgng. Neu mQc dp
cam nhpn cao hdn kJ vpng tiii kiiich hing se hai
Idng v i ngQpc lgi (Oliver, 1980). Sy h i i Idng cua
khieh hang cd vai trd quyet d|nh den sy thanh bgi
cQa doanh nghipp. Didu tra de xem nhQng khu vye m i doanh nghidp cd tiie
cai tien hon nOa nam d i p Qng tot hdn yeu cau cQa
khach hang trd nen bQc thief vdi mgi td chQc.
Doanh nghipp can do ludng sy hai Idng cua khich
hang cua chfnh minh v i eua doi thuti-Uctidp.Mpt
sU giSm sQt mQc dp h i i Idng cQa khach hang bao
hipu sy giam sQt ve thj phan trong tudng lai
(Zeithaml. Berry, v i Parasuraman, 1996).

= ^ ^ _ _ ^ , ^ ^ = , ^ _
So 92/2016


QUAN TRI KINH DOANH
Ch^ den nay da ed rat nhieu nghidn cQu khao
HI: Cai tien liin tgc cd mot quan hi thuin
chieu duang vdi mQc dd dip Ung yiu ciu cua
s i t mdi lien hp giQa eai tien lien tyc v i ket q u i kinh
khich hing
doanh cua fd chQc, d i e bipt l i moi quan hp giQa
cii tien lien tuc v i sy hai Idng cQa khieh hing.

H2: Cai tien liin tuc cd moi quan hi thuin ehieu
duang vdi viic ting tyl$ khach hing thin thiit
Kha nhieu cdng frlnh eho thay khi td chQc cam kdt
vao chat iQpng, dpc bipf trien khai eae hogt dpng
H3: Cai tiin lien tge cd moi quan h$ thuin chieu
duang vdi su hii Idng tQc thdi eua khadi hing
cai tidn lidn tyc, su hai Idng cQa khich hang se
ngay mpt ting Idn. Bang cich sQ dyng ky thupf
H4: Cai tiin liin tuc cd moi quan hi thuin chieu
tiidng kd c i n bang cau trQc (sti-uctural equation
duang vdi sg hai Idng dii ban cua khich hing
3. Phuong phap nghien cQu
model - SEM), Sluti (1992) chQng minh rang cai
3.1. Mo hlnh nghien cQu
tien lien fye ed i n h hudng tfch cyc den sy thda
man cua nhan vien, ehat lugng san pham, sy h i i
De xem xet mdi lien hp giQa cai tien lidn tyc va
Idng cua khich hang va tinh hgp t i c trong td chQc
nang lye egnh ti-anh cua to chQe ta se tim hieu sy
dupc cai thipn. Povi'ell (1995) didu tra 54 doanh t i e dpng cua cai tien lien fye 6o\ vdi ning lyc canh
nghipp, trong dd cd 39 doanh nghipp dang trien tranh dua tren md hinh nhii sau:
khai TQM, d i e bidt nhan manh hogt
dpng eai tien lien tyc. Powell ("1995) ket
BC
J Dap img yeu cau khach hang
luin rang, chfnh tridt \^ cQa TQM, dpc
c
bipt la c i i tien lien fye, giQp cho eie
doanh nghipp cd duge lgi the egnh franh
-J Tang luong khach hang thSn thiet

dii hgn v i ben vQng. C i c doanh nghipp
c6 chuong trinh oil tien lidn tyc hipu qua
vr.
c
se rQt ngan thdi gian gidi fhipu san
-^ Tang sir hai long tiic thoi
'2.
\H4
phim, ed nhieu san ph^m mdi trong mpt
thdi gian ngSn, v i l i m cho sy h i i Idng
"n Tang sv hai long trong dai h^n
cOa khich hing tang Idn. Barker v i
Cagwin (2000) d i dieu tra 257 giam doc
dieu hinh cua c i c doanh nghipp s i n
Nguon: Tac gia
xuit 6 My nhim tim kidm mdi lidn hp
Hlnh 2; Md hinh mii liin hi giQa eai tien lien tue
glQa c i c hoat ddng cai tien lidn tyc vdi
va su hit Idng khieh hing
ket qua kinh doanh. Bang eich sQ dung
cac cdng ey thdng kd hipn dgi, c i c t i c
gia nhin thay cd mdi quan hp thuin chieu giQa cai
Dua tren md hlnh 1, md hinh kinh td lUOng cua
tien lien tuc v i ket qua kinh doanh ve m i f fai chfnh
bdi viet:
cua doanh nghidp. C i c t i e gia ket lupn rang, cd
Cii tien liin tue= a* /3*Dap Qng yeu du + E
duoc ket qua tai ehinh tdt l i nhd sU hai Idng khach
Cii tien liin tuc = a -f- /J Tang lugng khich
hing fang len: hp se mua nhieu hon trong mdi lan, hing thin thiet + e

khach hang se mua nhieu lan hdn, khach hang se
Cai tiin lien tgc= a -h (^lang sU hii Idng tQc
gidi thipu san phim cho ban be eua hg v i dpc bipt
thdi + e
la khach hang se trung thanh hdn. Cae fae gia
Cai tiin liin tue= a-h/7 Tang sQ hii Idng trong
khae, vf dy Cua va epng su (2001), Cagwin
daiban + E
(2000), bang c i c edng trinh nghien cQu edng phu
Mdta bleh
va nghiem tQc cua minh, cung chQng minh dieu
Su h i i Idng cua khich hing hang dupc do
tiidng tu ve anh hudng fieh cue cua eai tien lien tue bang 5 phit bilu nhU d Bang 1, trong dd phat bieu
len sy h i i long eua khach hing v i ket qua kinh
dau tien (ma hda yeucau) de do mQc dd d i p Qng
doanii ve m i t t i i chinh.
yeu cau eua khach hing. Phit bieu thQ hai (ma
hda thantiiiet) do luong khach hing than thiet eua
Trong bdi viet niy, sy h i i idng cQa khieh hing
doanh nghidp. Hai p h i t bieu tiep tiieo (nganhani
dugc xem xet dudi nhidu gdc dp: mQe dp dap Qng
yeu cau cua khach h i n g ; t i n g lugng khach hing v i nganhan2) do mQc dp hai Idng tijic thdi eua
khach hang va phat bieu e u ^ cung (daihan) do
thin tiiief; tang sy hai idng tQc thdi; vd fang sy hai
Idng dai hgn. Do v i y . b i i vidt se kidm chQng 4 g i i ludng mQe dd hai Idng frong d i i hgn cQa hp. C i c
phat bleu sQ dyng thang do 7 diem Likert.
tiiuydt sau:

my

y\w^

So 92/2016

:^

_klioa hoc

'^

"thififng'mal

61


J^fJAN T R | KINIj DOANH f
pgng 1 .' Cic phit biiu eua biin "khich hing hii long'
Rial bieu

Ma hoa
ygucati

CSc VSLI C5U oja khach hanq lii6n dUdc M may chiJnq toi d^p Jug

Sisnthiei

Chilnq I6i co mflt \\sm idn cac khach hSnq than ttiigt

nqan/ianf

Khach hang cua chjnq ta hai lonq vdi san ph^mva dich vu m^ chdnq tdi cunq CSD cho hp

nqanhanl

Khach hanq hai long vdi nhOnq dap ilng cua chung t n dio cac van de cua hq

daihan

Khach hang da hai long v6i chiK liiOng san pham ciis chmq toi Irong vong 3 nSm qua

Nguon: HMP, vdng 3

Hoa KJ; Vdng 3 bat dau v i o
nam 2002 vdi 266 nha may d 9
nudc gdm Ao, Phan Lan, DQc,
Y, Nhpt B i n , H i n Qudc, Tiy
Ban Nha, Thuy Dien, vd Hoa
KJ va kdt thQe nam 2013. Vdng
4 b i t dau tQ cudi nam 2013 v i
dy kien se cd ket qua vao eudi
nam 2016. C i c ket qua nghidn
cQu dupe sQ dung frong bai dya
trdn ket qua dieu fra thupc dy
dn HPM thyc hipn fgi eae nudc

chiu Au (Vdng 3. Sd lipu Vdng 4 ehua dUde phit
Bidn cai tien lien tyc bao gdm 5 phit bleu tren
thang 7 diem Likert, dugc m i hda trong phan mem tridn day du).
4. Kdt qua phdn tfch
SPSS bang kJ hipu caitieni ddn caitienS nhu md

4.1. Thong kS mo ti'
ta d Bang 2.
Be do dUde sy cai fien lien
Bang 2 ; Cie phat biiu cua bien "di tiin liin tge"
tuc, phin tich nhin to kham p h i
ChiJnq toi lien tuc cai ben tat ca cac mat cua san pham va guy Irinh, hdn la each Hep can fnh
(EFA) dupc sQ dyng de nhdm 5
cailien}
bien (eaitien1-caitien5) tiiinh 1
N ^ chiJnq ta khong cai Hen va hoc tap lien tuc, hoat ddng cua (^iJnq la se bi anh hu6nq
csHienl
n h i n td. Bing 3 cho thay hP so
Cai tiw lien tuc la cho hieu suat cua chiing ta l i ^ hjc thay doi, dieu do iam cho doi thii canh
caikni
KMO >0.6 v i kiem dmh Bartlett
tranh kho tan conq hdn
cd y nghTa (p=0.000), thda man
Chung toi tin rang sU cai bai cua 1 qua b'tnh khdng tiao gid hoan thien, ludn luon cd itiot cho cae dieu kidn cho qua ti-lnh
caM
( ^ s u cai tien qia tang hAi
phan tich nhin to CFA. Sau khi
To chile cua chiJng t n kfiong pha mot thuc (he dilng yen ma \m tham gia vao qua t M tJ sQ dung ky thuit CFA, nhin to
caM5
"caltien" dupe luu nhU 1 bien v i
donq thay doi de phuc vu khach h k q ciJa minh toi h(^
ddng vai trd bidn dpc l i p dd
thyc
hipn eae phan tich tiep
Ngudn: HMP, vdng 3
theo.

KMO
and
Bartlett's Test
Nguin dQII$u
BiDO-S.
Cic so lipu duge sQ dung trong b i i vief fhu
dUdc thong qua du an San xudt hidu sudt eao
Kaiser-Meyer-Olkio Measure of Sampling Adequacy.
(Hi^M-High performance manufacturing) dupc gidi
Approi. Chi-Square
thieu bdi GS. Roger G. Schroeder va GS. Barbara
Barttetfs
Tesl of
B. Flynn. Dy i n HPM xem xet mdt each t o i n dien
Sphericity
ve van de "san xuat hieu suat cao" d c i c nganh eo
khi v i chd tgo dudi ca gdc dp ly thuyet lan nghien
Nguon: Kit qua chiit xuit tQ SPSS
cQu thuc tien. DQ lipu cQa dy i n n i y cd dUde thdng
qua cae cudc dieu tra quy md v i chuydn nghipp
c i c doanh nghipp 6 Hoa Ky, C h i u Au va Chau A.
DQ lipu se dupe thu t h i p bang cich sQ dyng mdf
bp e i e eau hoi da dUdc xay dyng va danh g i i dp
tin epy, tfnh dung dan eua thang do ve nhQng d i e
diem d i e tnJng cua c i o hogt ddng quan tri san
xuat hipu suat eao; eung nhu rat nhieu c i c cdng
eu do ludng khieh quan khac ddi vdi ket q u i hogt
ddng eua nha m i y Cho den thdi didm hipn fgi, dy
i n HPM d i hoin thinh 3 vdng v i dang bat dau
vdng 4. Theo dd, Vdng 1 bat dau v i o nam 1988

vdi 45 n h i may d Hoa Ky; Vdng 2 bSt dau v i o nam
1993 vdi 169 n h i m i y 6 Diic, Y, Nhpt, Anh, va

hhoa hgc
^ ^ . ^ ^ ^ ^ ^ ^ . ^ ^ ^ ^
62 ihiWiiB m?l

Bang 4 the hien thdng kd md ta cQa c i c bidn,
trong dd bien caltien Id bidn sau khi da fhyc hipn
ky thuat phan tich nhan td khdm p h i EFA. Bang 4
cho thay cae bien deu ed tuong quan thupn d mQc
4.2. Thgc trgng mol quan h^ glQa cai Sen lien
tgc va sg hai long cua khach hang
Kdt qua chgy tUdng quan hdi quy dUdc the hipn
6 Bang 5. Gia thiet HI den H4 dugc khang d|nh
thdng qua Model 1 den Model 4. Model 5 v i
Model 6 dd kidm chQng ket qua d cac md hlnh
trudc do bang each chay tuong quan giQa c i i tidn

^
So 92/2016


"QUAN TR| KINH Do|g§;
Bang 4 Thong ki md ta vi bing hi so tuang quan

ydu c i u eua khich hang tang
Idn 0.434 ddn vi (p = 0.434, p =
0.000). Ci Model 2, khi sU c i i

tien t i n g len 1 ddn vi. so khich
caitien
1587 5.59
1
0.79
hang t h i n fhiet se tang Idn
0,292" 1
vecau
1622 5.12
1.21
0.345 ddn V! (3 = 0., p = 0.000).
1.17
0,293" 0,321"
1
thanthiet
1599 5.44
Model 3 eho thay, khi doanh
nqanhan
1600 5.16
1.03
0,475" 0,564"
0.420"
1
nghipp eo gang tang sy cai tien
daihan
1613 511
1.18
0,385" 0,548"
0,336"
0,659"

1
Idn 1 ddn v| thl sy h i i idng tQc
thdi eua khich hing se tang Idn
Ghi chu: - " tuang quan ed'ynghia 61%
0.488 ddn v| (p = 0.488, p =
- Mean: gii tn trung binh, Std.Dv: dd l$ch chuin
0.000). Cl Model 4, sy h i i Idng
Nguin: kit qua chiet xuat tQ SPSS
trong d i i han (dupe do frong 3
lien fye (caitien) v i bidn phy thudc l i g i i tri nhin
nam) se tang len 0.450 ddn vi
td (F-thoaman) v i gia tri trung binh (M-thoaman)
(P ~ 0.450, p 0.000) neu sy c i i tien ting Idn 1
don VL ChQng ta cd thd khang dmh rang cdc
ciia su h i i Idng khach hang.
ehUdng trinh c i i tien lien
Bang L5-' long hap cac md hinh hdi ^uy
tyc dupc tien hanh bdi
eae
doanh
nghipp
Model 6
Bien phu Modell
Model 2
Model 3
Model 4
Models
phuong Tay da giQp hg
tfauoc
d i p Qng tdt hdn c i c nhu

0.434"
yeucau
c i u cQa khich hing, qua
dd l i m cho khach hing
(15.09)
h i i Idng hdn (Model 5 va
thanthiet
0.345"
Model 6).
(12.08) •
Ket qua phin tich d|nh
lugng d tren se duge kidm
0.488"
nganhan
ChQng bang mpt sd dO
(21.06)
lieu dmh tinh. Cam nhpn
0.450"
daihan
ehung cQa c i c giam doe
san xuat eQa c i c n h i
(16.26)
m i y duge dieu tra d Vdng
0.495"
F-hailong
3 cho thay hg dinh g i i
(22.10)
rat cao c i e ehugng frlnh
0.441"
cai tidn lien tyc trong vipc

M-hailong
nang cao g i i tr| ctio
(22.03)
khach hing. Mpc dQ cae
0.242
0.144
0.243
0.085
0.222
Adjusted R^ 0.126
ChUdng trinh cai tien lien
485.31
264.51
488.49
227.72
145.93
443.52
tyc khdi xudng d Nhpt
F
Ban vdi ten ggi Kaizen,
N

Mean

SM.Dv

caitfen

veucau

thanthiet

nqanhan

daihan

Ghi chO: -"mQc 9 nghia d 1 %; gii tn trong ngoic li thing ki t
f " 9 ^ ^^ '^^"^ ^a|"9^'=ha_u
-F-hailong: nhin tisg hai Idng cOa khieh hang
sy lan tda ngogn myc.
-M-hailong: gii tri tmng binh cua cac biin sU hii king eua khach hing Q J ^ ^ ^^^ ^^^j ^^^g ^y ^
- Model5 vi Model 6 li de kiem dmh dc md hinh trudc
l^l^j ^gi DQc cho biet:
Nguin: long hgp tQ dc kit qui chay hii quy trin SPSS
'Thdng thQdng eac doanh
nghipp DQe lam viec rat
chuyen
nghidp
va
d|nh
hudng khach hing. Tuy
Bang 5 cho thdy ea 4 md hinh Model 1, Model
2, Model 3, vd Model 4 deu cd nang
chQng
tdi
len
mpt
tam
mdi. Thdng qua cai

vdi gia tr| F Idn. Hp sd tuong quan 6 cS 4 md hlnh
CO y nghTa thdng kd d mQc 1%. d Model 1, khi sy tien lidn tyc, chQng fdi ed rat nhieu sing kien nhd
cSi tien lidn tyc t i n g len 1 diem thi mQe dp dap Qng v i tat ca mgi ngudi deu hao hQng ddng gdp •y

So 92/2016

Jihoa hQC
— ' ^ 1 mai


QUAN TR| KINH DOANH
tudng de moi thQ tdf hon". G i i m doc cua mpt edng
ty My fhi h i o hQng ehia sd: "Thdng qua eai fien
lidn tyc m i chQng tdi da cd mpt dipn mao mdi. Anh
thay day, m i y mdc dugc bd trf khoa hgc hdn, ed
eae vach ke 6 s i n nha eho phep moi ngudi lam
vipc trong khu vyc an toan hdn. ChQng tdi nhin
thay rang hlnh nhu chUdng trinh cdi fien lien fye da
thay ddi cich suy nghT eua mgi ngudi 6 diy.
ChUng tdi khong sg that bat, chQng tdi col rang
hay ed gang, thdt bgi chinh l i mg cQa thinh edng.
Va dieu dd l i thpt, TJ ip hang ti-i lgi thdp hOn nhieu
so vdi frude diy. Dieu tra khich hang cQa chQng
fdl eho thdy hg cang ngay eang h i i Idng hOn ve
chat lugng san pham va djch vy. Tdi thay cai tien
lidn tyc da mang lgi cho chQng fdi rdt nhidu".
Nhu viy, ket qua phin tich djnh iQOng hoin
toan trung khdp vdi nhQng p h i t bidu djnh tfnh d
trin. Chung ta ed tiie khang dinh rdng, cai tidn lien
tue la mpf eong ey hQu hipu de ning cao g i i tn

eho khach hang, lam eho khach hing hai long hOn
vdi doanh nghipp.
5. Mpt sdde xual nang cao kha nang hai long
khach hang cua doanh nghipp Vipt Nam thdng
qua chUdng ti'inh cai tien lien fa,ie
Kdt qua dinh lUdng d phan fren da chQng minh
rang eae ehUdng trinh cai tien lidn tuc mang lai ldi
ich to idn eho doanh nghipp bang each thda man
tdt hon eac yeu cau cua khich hing. Tuy nhien,
nhieu doanh nghipp Vipt Nam thQ nghidm md hinh
cai tien lien tyc cho ket q u i khdng dUde nhu mong
mudn, sd lupng de xuat eai tidn cQa nhan vien rat
khidm tdn, gia tn fhyc tien thdp vd ddi khi mau
thuan vdi quy d|nh quin 1;?. DQ cdc doanh nghipp
da cd t^inh sach khuyen khieh bang van ban, ed
khen thudng rd rdng, da bd tri hdm thU gdp J dd
tiep nhpn de xuat eai tien nhUng ngUdi lao dpng
chua mdy hao hQng vdi cdng vide nay. Theo cac
chuyen gia Kaizen Nhpt Ban, nguyPn nhin chinh
eua tinh trgng tren do cae sai lam nhU:
- Chi nhan manh den myc tidu hidu q u i m i
eoi nhg mue tieu v i n dpng thu htit ddng dao
mgi ngudi tham gia cai tidn, eoi nhe mye tieu
phat trien ky n i n g , n i n g cao chat liigng cdng
viec ngudi lao dpng.
- Chidn luge v i eo ehe eua doanh nghidp
khdng phQ hdp vdi thye te. Chang hgn nhu thCi tiie
de xuat cai tien qua cQng nhac, phien phQc l i m
nhin vien mat hQng thQ, nggi tien hinh eie de
xuat. Vipc thudng xuydn chi trieh, the hipn thai dp

coi thudng de xuat eai tien cua nhdn vien ed the
gay ra tiiii dp bat hop tae tQ phia hg.

64

khoa hgc
thifdngm^r

- C i c n h i quan ly thu dpng chd de xuat cai tidn
eua cap dudi, ti-ong khi dQng ra hp phai tang
cudng l i m vipe trao ddi thudng xuyen vdi cdp dudi
de lang nghe ydu cau va tiep fhu >- tudng dg xuat
eai tien cua hg.
- Vipc xem xet phe duypt cQng nhu dpng vien
khen thudng cho c i c kdt qua cai tien kfidng k|p
thdi v i o thidu chinh xac.
- Thudng tham vgng de xuat cai tien q u i rpng,
q u i Idn. Ket qua l i doanh nghipp chi nhpn dupc
eae de xuat thieu c i n nhSc, npng ve yeu cau ddi
hoi, khdng rd hipu qua, l i m t i n g ehi phi v i tang
them ganh n i n g cdng vipe cho ngUdi khac.
- Doanh nghiep Vief Nam thudng mSc la d
khiu xem xet, danh g i i v i hudng dan thue hipn
cai fien. Vipc xem xet d i n h g i i chim trC hope
khdng phan hoi gi vdi y kien de xuat se Idm ngudi
de xuat that vgng. Mpt c i c h d i n h g i i nhan xet vd
tinh, khdng khach quan nhieu khi cd thd giet chef
nd'lyc sdng tao eai tien eQa ngudi lao ddng.
Do vpy, dd trien khai ehUdng frlnh eai tidn lidn
tyc hipu qua, doanh nghipp Vipt Nam can nghien

cQu ky c i c ky thupt va yeu eau frien khai, ddng
thdi phai phan bo ngudn luc cho chUdng trinh
nay Mdt sd ggi y sau d i y cd thd giQp trien khai
ehUdng trinh cai tien lidn tyc tai doanh nghipp
Vipt Nam. ThQ nhat, doanh nphipp can xay dung
mpt van hda md v i khdng do ldi cho ngudi khie.
ThQ hai, c i n khuydn khieh mgi ngudi tham gia
ddng gdp y kidn v i ed nhQng phan thudng nhat
dmh eho nhQng ]? kien mang lai gia tr] eho td
ChQc. ThQ ba, x i y dung eae nhdm tam vipe tu
nguypn dd hp cd the' cQng nhau thao l u i n va dua
ra c i c giai phap tdt cho td ohQc. ThQ tu, can ren
luypn 'j thQe ty g i i c v i ky l u i t cho nhin vidn. ThQ
nam, cdn tgo ra mdt mdi trudng giao tiep hipu
qua de thdng tin den dUde vdi n h i n vien mpt
eich hipu qua nhat. V i cudi cQng l i cdn cd chinh
sach t i o tgo n h i n vien de hg hieu duge eae g i i
fn cua sy cai tidn lien tue, hieu dupe eac ky thupt
de tridn khai cai tien lien tuc.
Ket lupn
Cai tien lidn tyc la ehia khda thanh cdng cua
c i e doanh nghipp phUdng Tay, d i e biPt l i doanh
nghiep Nhpt Ban. Thdng qua eac chUdng trinh
c i i tien lien tyc dygc thyc hipn ehuydn nghipp v i
hp thdng, cae doanh nghiep da lidn tyc cai tidn
san ph^m, cai tien quy trinh. cai tien cdng nghp,
cai tien phUOng phdp quan 1;^ nham dap Qng tdt
hdn cac ydu cau eua khich h i n g . B i i viet sD
dyng phUdng p h i p dinh lugng n h i m kie'm dinh
mdi tUdng quan giQa eai tien lien tyc v i sU h i i

So 92/2016


QUAN TRI KINH DOANH
long khaeh h i n g thdng qua 4 khia canh: mQc dp
dip Qng ydu eau cua khich hang; tang lUpng
khich h i n g than thief; t i n g sy h i i Idng tQc thdi;
v i ting sy h i i Idng d i i hgn. Hdi quy tuyen tinh
vdi hdn 1500 quan s i t (doanh nghipp) eho thdy
cic chuong trinh c i i tidn d i glQp doanh nghipp
chau Au dap Qng tdt hon c i e yeu cau cua khaeh
hang, giup ho ed mpt lupng khich hing than
thiet Idn va hai Idng tQc thdi eung nhu dai hgn tQ
phia khich h i n g .
De i p dyng thinh cdng cdc chyong trinh eai
tien lien tyc nhu da dupe chi ra vdi doanh nghipp
chiu Au, eie doanh ngliipp Vipt Nam phai ty hoin
thiin minh, vUdf qua nhQng fhieh thQe v i hgn chd
npi tgi. Theo dd, eae lanh dao doanh nghipp Vipt
Nam can biet chia se muc tieu v i fam nhin cQa td
chQc, tgo sy cam ket eua foan td ohQc. Song song
vdi qua trinh hoan thipn nang lye lanh dgo, cai tidn
lien tyc phai l i mpt ptian trong van hda cua doanh
nghiPp. De x i y dung v i n hda ddi hdi qua frlnh ben
bl v i lien tuc vdi sy cam kef cQa lanh dgo v i sy
tham gia eua tat ca thinh vien trong cdng ty.
Doanh nghidp can dac bipt chQ frong cdc hogt
dflng nay nham khdng ngQng eai thipn mdi trudng
lam vipe, tang nang suat lao dpng, fao tinh than

lam vipc t i p the d o i n ket gop phan dua doanh
nghipp thanh mpt khoi vQng manh tang kha ndng
canh ti'anh ve mgi mpt. Vdi each tiep epn hp
thdng, tren giic dp ly thuyet, eae doanh nghidp cd
the ctiien thang trong cupc cgnh tranh bang c i c
chuong trinh cai tidn lidn tyc cua minh. •
Tai ligu tham khao:
1.Ali,A.J., Islam, Md.A. v i Howe, L.P. (2012),
A study of sustainabiiity of continuous improvement in the manufacturing industries in Malaysia
Organizational self-assessment as a mediator,
Management of Environmental Quality: An
international Joumal, 24(3), tr. 408-426.
2. Barker, K.J. and Cagwin, D. (2000), New
evidence relating TQM to financial performance:
an empirical study of manufacturing firms, faculty
working
paper.
Lander
University,
Greenwood, SC.
3. Benavent, F.B.. Ros, S.C. v i Moreno-Luzon,
M. (2004), A model of quality management selfassessment:
an
exploratory
research,
International Journal of Qualify & Reliability
Management, 22(5). tr. 432-451.
4. Bessant, J. va Cafiyn, S. (1997), High
involvement
innovation

through
continuous

So 92/2016

improvement, Intemationai Joumal of Technology
Management, 14(1), fr. 7-28.
5. Brewer, A.M. (1996), Developing commitment between managers and employees. Journal
of Managerial Psychology, 11(4), tr. 24-34.
6. Cagwin, D. (2000), The association of separate and concurrent use of activity-based costing,
total quality management and business process
reengineering with improvement in financial performance,
faculty working paper. Lander
University, Greenwood. SC.
7. Cua, K.O., McKone, K.E. v i Schroeder,
R.G. (2001), Relationships between Implementation of TQM, JIT, TPM and manufacturing performance, Journal of Operations Management,
19(6), tr. 675-94.
8. De Jong, J. v i Den Hartog, D. (2007), How
leaders influence employees innovative behaviour,
European
Journal
of
Innovation
Management, 10(1), fr. 41-64.
9. Vitalo, R.L,Bufz, F. Vitalo, J.P. (2003),
Kaizen
Desk
Reference
Standard,
Vital

Enterprises,
Summary
Continuous improvement is a business management program which has been adopted successfully by Japanese and Western enterpnses.
Thanks to ongoing improvements, business performance becomes better and customers are
more satisfied, therefore their loyalty increases.
The article uses quantitative research method to
test fhe con-elations between continuous improvement and customer satisfaction in 4 aspects:
meeting customer demand; increasing customer
loyalty, increasing immediate satisfaction; and
increasing long-term satisfaction, Linear regression with over 1,500 observations from the data of
High Manufacturing Practice (HPM) indicates that
improvement programs have helped European
enterprises respond to customer demand better,
thereby increasing customer loyalty, immediate
customer satisfaction as well as long-term satisfaction. On this basis, some lessons can be drawn
for Vietnamese enterprises.

Jihoa hQC
thiAftig ni9i

65 -