Đánh giá năng lực cạnh tranh hiển thị một số chuỗi cửa hàng ăn nhanh trên địa bàn Hà Nội bằng phương pháp fuzzy topsis

KCCH
Tg'
TA
QUIN
IX
DAMN GIA NANG
LL/C
CANH TRANH HIEN TH|
MOT
SO
CHUOi
CL/A
HANG AN NHANH
TREN
D!ABAN
HANOI
BANG PHUONG PHAP
FUZZY
TOPSIS
D6"Th|
Blnh
Trudng Dai hpc ThUdng mai
Email:

Ngaynh$n:
09/12/2013 Ngay nh$n
lai-
25/12/2013 Maso.
64+65.1BMkt.22
V
6i

mde tang trudng 26 - 30% mdi nam, thj trudng thdc an nhanh dang trd thanh nganh ed toe dd
tang trudng eao va on
dinh
trong cac nganh hang tieu dung thuc pham
hien
nay tai Viet Nam.
Tuyen bo bat tay
vdi dd'i
tae Good Day Hospitality trong viec nhugng quyen thuang hi$u va se md cda
hang dau tien vaa nam 2014 cda McDonals cang chdng td tinh ha'p dan cua
thi
trudng thdc an nhanh
Vidt Nam sau
hdi
nhdp. Qua vide chon 3 chuoi eda hang an nhanh cd td'c do phat trien cao va pho bten
nhat vdi ngudi tieu dung Ha Ndi de danh
gia
nang luc canh tranh hien
thi,
bai nghien
cOu
da ehi ra rang,
theo danh gia cua ngudi tieu dung, KFC la chuol cda hang an nhanh cd nang
lUe
eanh tranh
hien thi
ddng dau. tid'p theo dd la BBQ Chicken va cudi cung la Lotteria.
Ngoai ra, khi danh gia nang
lUc
eanh tranh hie'n

thi
cda chuoi eda hang an nhanh tat Ha
Ndi,
tam
quan trgng cua cac
lieu
chi danh gia
dUOc
xep hang lan lugt td tren xud'ng dUdi nhu saw
Dia
diem cda
hdng d trung
t§m,
Thuang hidu eua chuol cda hang, Gia ca, Nhieu chuang trinh khuye'n mai, Chuoi cda
hang
rdng
khap, Khdng gian
cOa
hang dep,
Cho'ngoi
thoai
mai.
Su da dang cua dd an, Mui
vi
cua do
an,
Sy than thidn cua nhan
vien
cda hang,
Td'c

dd phuc vu nhanh chdng va cud'i eung la Nhieu
dich
vu
gia tang.
Tit khoa nang luc canh tranh, chuoi eda hang an nhanh, phuang phap fuzzy topsis
1.
Mdt
so ly
lu§n
trong danh gia nang lyc canh Mdt la, nang luc canh Iranh
ciia
doanh nghiep
tranh hien th| chuoi ciira hang an nhanh tren dja la kha ndng duy tri va md rpng
thi
phan, thu
tdi
ban Ha
Ndi
nhudn
ciia
doanh nghiep. Day Id
each
quan niem
1 1. Nang lgc canh tranh va nang luc canh kha pho
bien
hien nay, theo do nang lyc cgnh
tTBnh hien thi
tranh la kha ndng
tieu
thy hang hda,

dich
vu so
vdi
Cd nhieu
each
tiep cdn ve nang lyc canh tranh
ddi
thu vd kha nang "thu Ipi"
ciia
cac doanh
cua doanh nghidp, dang
chii
y nhat la cac hudng nghiep. Quan mem ndy cd the' gdp trong cdc cdng
liep
cdn sau trinh nghien cilu cua Mehra (1998), Ramasamy
Jtiioa
tiQC
So
64"+65/2014
''^
^'"'"^"B
™?'
"
KEVH
TE VA
ftUAIV
LY
(1995), Buckley (1991), Schealbach (1989). Hgn
che trong
each

quan niem nay !a chua bao ham
cac phuang thdc, chua phan anh mpt each bao
quat ndng tUc
kinh
doanh
ciia
doanh nghiep.
Hai la. nang
lUc
canh tranh cua doanh nghiep
la kha nang chong
chiu
trudc sy tan cdng
ciia
doanh nghiep khac, Chd'ng han,
Hdi
ddng Chinh
sach nang tuc
ciia
My dua ra djnh nghia: nang
tuc canh tranh la nang luc
kinh
te ve hang hda
va
dich
vu tren thj trudng the
gidi,
Uy ban Quoc
gia
ve Hpp tac

Kinh
te Quoc te
(CIEM)
cho rang;
nang tuc canh tranh la nang tyc
ciia
mpt doanh
nghiep "khdng bj doanh nghiep khac danh bai
ve nang lyc
kinh
te". Quan mem ve nang
lUc
canh tranh nhu vdy mang tfnh cha't
dinh
tinh,
khd cd the djnh tUdng
Ba la, nang tUc canh tranh ddng nghTa vdi duy
tri va ndng cao
tdi
the canh tranh, Theo quan
diem
ciia
GS.TS. Nguyen Bach', nang
lUc
canh tranh
ciia
doanh nghiep dupc hie'u la viec tich hop cac
kha nang va nguon
noi iye
de duy tri va phat trie'n

thj phan, tpi nhuan va
dinh vi
nhQng Uu the canh
tranh cua san pha'm trong mdi
lien
he vdi ddi
thii
canh tranh
true
tiep va tiem tang tren mdt thj
trudng myc tieu xac
dinh
De danh gia nang lyc
cgnh tranh
ciia
mot doanh nghiep, ngudi ta thudng
SL/
dung nhQng tieu chf cd the' tupng hda trong
tUdng quan so sanh vdi ddi
thii
cgnh tranh
Viec
nghien
ciiu
cac tieu chi nay tap trung tren 2 ITnh
vuc hoat dong chinh la (1) nang tyc canh tranh phi
marketing va (2) nang lyc cgnh tranh marketing,
Trong dd, nang tUc canh tranh phi marketing con
dUdc goi la nang lyc cgnh tranh ngudn, thudng
dupc tao lap bdi

nhOng
yeu td npi tgi cua doanh
nghiep nhU: nang lyc
tai
chfnh, quan trj lanh dgo,
nang tuc san xud't Nang tuc canh tranh market-
ing la nhQng nang luc canh tranh hie'n
thi ciia
doanh nghiep. Nang tyc nay dUpc hien
thi
trdn thj
trudng qua cac
nd"
lUc
marketing
ciia
doanh
nghiep va dupc khach hang danh gia.
1.2. Cac nhan
tosd
dung
dedanh
gia nang
lac
canh tranh hien
thj
chuoi cda hang an nhanh ten
dfa
ban Ha
Ndi

Nang lyc canh tranh hie'n thj la nang tuc canh
tranh marketing
ciia
doanh nghiep dUdc hie'n thj
tren thj trUdng qua danh gia cua khach hang,
Vdi
quan die'm dd, de danh gia nang
lUc
canh tranh
hien
thj
ciia
3 chudi
cQa
hang an nhanh duoc
chon lua, tac gia tien hanh tong hpp cac nghien
cUu trudc ve cac nhan td danh gia nang tuc canh
tranh hie'n
thi
cua nha hang an nhanh
tU
phfa
khach hang.
Theo Kivela (1997) va mpt nghien
cUu ciia
Quick Track
(2003),
cac nhan td can thiet de' danh
gia nang tUc canh tranh hien
thi ciia

mpt nha hang
la chd't
tUdng
va su da dang cua dd an. Ben canh
nhQng nhdn to dd. khach hang cting thich chpn
nhOng
nha hang cd djch vu nhanh, mui
vi thUc
an
ngon,
sy sach se
ciia
cifa
hang,
sy chfnh xac,
nhiet dd cua dd an, chat tUdng nguyen
lieu,
tdc dfl
phuc vy, sy than thien cua nhan
vien,
vj trf thuan
tien
ciia
cUa hang, su da dang trong thuc
ddn,,,.
(Quick Track, 2003), Ca phu
nO
va dan dng deu bj
cac cifa hang an nhanh hap dan. tuy nhien nhQng
suy xet ve cac nhan

td
trong
each
chon nha hang
ciia
hp la khac nhau, Trong mot bai nghien
cUu
nam 2009,
/^ziz
va Bukhari (2009) da tdp trung
phan tfch sU anh hUdng
ciia
cac nhan to: gia ca,
cha't lupng d& an, chat tupng
dich
vu,
each
ddng
gdi,
su tUdi mdi
ciia
dd an, thdi gian chuye'n dd an,
sU da dgng cita do an.
thdi gian
md
cOa
phyc
vy
ciia
cifa hang, thupng

hieu,
khdng gian nha hang.
VI
tri nha hang va sU cpng tac
ciia
nhan
vien
den
nang tyc canh tranh
ciia nhOng
nha hang chuyen
1,
Khoa
NguyeTi
Bach Khoa (2006), PhUdng phap luan xac djnh nang luc canh tranh
va'
hdi nhdp kinh
t^
doanh
nghiep, Tap chi Khoa hoc ThUdng
tvlai
khoa
iiDc
.
18 thddng
mai'
So
64 +
65/2014
KOIH

Tfe'
vA QUAUT M
ve
dd an
nhanh. Nghien cilu
chi ra
rang.
Dan dng
b|
hap dan bdi mdl
ciia
hang
do an
nhanh
do cac
nhan
to
nhu:
su
cpng
lac
ciia
nhdn
vien,
d|ch vu
cua
nha
hang,
mui
vi

cua
thdc an,
gia ca va
Ihdi
gian
md
cila phyc
vy
ciia
nha
hang; trong
khi
phu
nQ
tgi
quyel djnh
bdi cdc
nhan
to
nhU thUdng
hieu,
v|
tri
nha hdng, chat
lUpng ciia
dd
an va each IhUc
ddng
gdi
IhUc

an
(Aziz
va
Bukhari, 2009)
De'
tim
ra cac
nhan
Id
can thiet trong
danh
gia
nang
luc
canh tranh
hi^n
th|
ciia
chudi cifa hang
an nhanh dudi
each
tiep
cdn tU
phia ngudi tieu
dimg,
tac gia td'ng hdp nghien
cUu
cua
cac hoc
gia

nudc ngodi
IQ
nam 1997 cho den nay ve van de
nay.
Ket hpp
vdi
cac
nghien cUu chuyen sau
ve dd
an
nhanh tren
thi
trudng Viet
Nam (W&S
market
research,
2012),
tac gia
quyel
dmh
lUa
chpn
12
lieu
chi de'
danh
gia
nang
lUc
canh tranh

mot sd
chudi
CLfa
hang
an
nhanh trong nghien
eUu
ciia
minh
Cac
nhan
td ndy
dupc tdng hdp trong bang
1
dudi
day.
1.3,
Phuang phap Fuzzy TOPSIS
Ra quyet djnh
khi
cd da
nhan
to anh
hudng
(MADM_Multiple
Attribute Decision Making)
thudng dUdc
sQ
dung trong hang loat
cac

trudng
hdp
ddi
hdi
ngudi
ra
quyet dmh phai danh gia,
xep
loai
ve mdt dmh
tinh
va/hodc
dmh
IUdng
de xac
dmh
hieu
qua
hogt ddng
ciia tUng
Ung
vien
vdi
nhieu
tieu
chi
danh
gia
va do
nhieu chuyen

gia
cho
y
kien danh
gia.
Dd
la
qua
trinh
lim
kiem
lua
chon
tdt
nhat trong
cdc
Ung
vien.
Ddnh
gid vd ra
quyet djnh phu thupc
vao
y
kien
chii
quan
eiia
mdi
ca nhan
va

thudng khdng the'
dieh
dgt
chinh
xdc
bang
cac gia tn
mang tinh
so hda, cu the nen
thudng mang tfnh khdng
rd
rdng
va map
md.
Do
dd,
vide
Ung dung
cdc
khai mem sd fuzzy (sd md)
trong cac trudng
hpp ra
quyet
dinh
khi
cd da
nhdn
td anh hudng
la
kha pho bien Irong nhieu

ITnh
vyc.
TOPSIS
-
Technique
for
Order Preference
by
Similarity
to an
Ideal Solution
(Ky
thuat
xep
logi
Ung vien theo tinh tUdng ddng
vdi
giai
phap
ly
Bang
1
Td'ng
hgp cdc
nhan td'danh
gia
nang
luc
canh tranh hie'n
thi

cua nha
hang
an
nhanh
to
tie'p edn
cua
khach hang
Cac nhan
to
Neuon
Cl
Su
<Ja daiia
cua do iin
C2 Mui \ I
cua
do an
C3
Gidca
Cf Nhicu chuong trinh
kliuycii mai
C5
Dia diem
cua
hong thuan
loi
06
Chuoi cua hang rong
kJiap

07
Cho
ngoi
thoai
mai
C
S
Khong
gian
cua
hang
dep
09 Toe
do
phuc
\-u nhanli
chong
CIO
Nhieu
dich \-u gia
ting
Oil
Su
than thien
cua
nlian
vien ciia
hang
012
Thuong

hieu
cua
chuoi
cua
hang
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IlilM tlQC
So 64+
65/2014
'thddng'mal is
Kimi
TE VA
^ASe
I,T
tudng) la mdt trong nhQng phUdng phap ra quyet
dinh
khi cd da nhan td anh hUdng cd die'n va noi
tieng,
Ung dung trong mdi trudng fuzzy (moi trudng
cd nhieu bien
ddi,
khong rd rdng), dUdc phat tnen
dau tien
bdi
Hwang va Yoon vdo ndm 1981
(Hvi/ang
va Yoon, 1981), Ky thudt nay xem
xet
mot
vd'n de khi cd da nhdn to anh hudng
vdi
m Ung
vien can duac xep logi dya
Iren
n lieu chi va dupc
danh gia bdi k chuyen gia, dUa tren khai niem ea

ban ia: Ung vien dupc chpn lya khdng
nhOng
phai
cd khoang
each
ngan nhat tdi giai phap
li'
tudng
duang ma cdn
phai
cd khoang
each
xa nhat tdi
giai phap ly tudng dm (Hwang va Yoon, 1981,
Wang va Chang, 2007; Wu. Tseng va Chen, 2009;
.) Ong dung TOPSIS dac bidt phu hdp trong viec
giai
quyet cac van de ra quyet djnh theo nhdm
trong
bdi
canh mdi trUdng bie'n dd'i va co the' dupc
dieh
giai
bdi cac budc dupe toan hpc hda (Wang
vd Zhang, 2005) nhu sau:
Budc 1: Xac djnh tam quan trong
ciia
cac tieu
chi danh
gia

Tam quan trong cua cac tieu chi danh
gia
phai la cac
bien
bie'u dien dudi dgng phi sd
(lin-
guistic variables), Vi du: Kem,
hdi
kem, trung
binh,
kha, td't,
Budc 2: Xay dyng ma trdn ra quyet djnh bien
thien va lya chpn cac
bien phi
so phu hop cho cac
Ung
vien
tuang thich vdi cac tieu chi danh gid.
c,
c,
c„
xem xet;
C-i,C2,
.
,0^
la cac tieu chf can danh
gia;
x''
bieu hien xep
loai ciia

Ung vien A, khi xem
xet
tieu
chi danh gia
Ci
va dUdc danh gia bdi
k
chuyen gia, ddng
thdi Jy
=
(^,,,
b,j.
c,,)
Budc 3: Binh IhUdng hoa ma tran ra quyet dmh
bien
thien
Cae dQ lieu khao sat thd dUdc binh thudng
hda de loai bd dp lech do cac
each
do ludng va
khung do ludng khac nhau trong giai quyel cac
van de MCDM. Trong nghien cUu nay, cac
dO
lieu
dupc binh thudng hda de dam bao luan
Ihii
quy
tac sd
bien
thien trong khoang [0, 1], nguyen tac

ve so fuzzy. Ma trgn ra quyet dmh bien thien
dupc binh thudng hda
bdi
R va dupc tinh toan
theo cdng thUc:
R
-
li.l;,;.,,.
'"
1.2 Ill: j - 1.2. .
.n
(2)
Sau dd qua Irinh binh thudng hda dUdc thuc
hien
nhu sau:
'cij^
bji_
(^
.^':
'<•':
'<•'<
''<!
maxc,,
= 1,2
m;
i
=
l2.
Budc 4: Xay dyng ma trgn ra quyet djnh bien
thien binh thudng hda cd trong so

Xem xet tam quan trpng khac nhau cila cac
tieu chi can danh gia, ma trdn ra quyet dmh bien
thien binh thudng hda cd trong sd dUdc xay dung
bang
each
nhan tam quan trong cua cac lieu chi
danh gia vdi nhQng gia
tri
Ihu
dUdc Irong budc binh
Ihudng hda ma tran ra
quyet
dinh
bien thien, Cg
the'
ta:
ill
I
-{X,j
+X,j
+
+
X,,)
Trong dd
A.^,
A2,
• •
.,
A^
la cac Ung

vien
can chi danh gia Cj
V
|i'X
„.
I-
1,2,
,m,
J
1,2
.(I
(3)
Trong do
Wj
the
hi^n
tam quan trpng cua
tieu
khoa
hoc
20
Hiifdngmal'
So 64 + 65/2014
iKssm
TM
VA
qjcM w
BUdc 5: Xac djnh
FPtS^
and

FNIS^
Vi cac
sd
fuzzy dUdng nam trong khoang [0,
1] nen did'm tham khao fuzzy ty tUdng dUdng
(FPIRP,
A+) va diem tham khao fuzzy ly tudng
am
(FNIRP
A-) cd the dUdc djnh nghTa la:
(»•
(5)
(6)
Trong dd .
Budc 6: Tfnh
toan
khoang
each
cua cac Ung
vien tu
FPIRP va FNIRP Khoang
each (di+
va df)
ciia
mot Ung
vien
tU diem A+ and A- cd the' dUdc
tfnh nhu sau:
1.2.,
.J -

,m;
./
1.2.,
Trong dd d(va,vb) bieu hidn khoang
each
do
ludng
giOa
2 so fuzzy,
d+
la khoang
each ciia
Ung
vien Aj
tu FPIRP, va
d,"
la khoang
each
cua Ung
vien
ndy
IU
FNIRP,
Budc 7: Tinh he sd gan gui vd xep logi cac
Ung vien
Khi
da tim ra khoang
each
dj"*"
va

dj'
ciia
mdl
Ung
vien,
CCj dUdc tfnh toan nham xac
dinh
phdn
hang cua cdc Ung vidn bang
each
tfnh toan tfnh
fuang
ddng vdi giai phap ly tudng. Cdng thUc tinh
nhusau:
ce-
il;
1
d,
1.2.
(9)
,n (7)
.n
(8)
Chi sd
CC|
am chi khoang
each
tU mdi Ung
vien
den FPIRP va FNiRP Gia tn CC, cang ldn thi

hoat ddng
kinh
doanh
ciia
Ung vidn Ai cang tot,
Dua tren
gia
tn
ciia CCi
chung ta cd the xep loai
cac Ung
vien
vd tUa chpn ra Ung vien tdt nhat.
Trong nhQng nam gan day, phUdng phap fuzzy
TOPSIS dupc phat trie'n va Ung dung rdng rai
trdng xep hang nhieu ITnh vuc khac nhau nhu xe'p
loai ngan hdng, lua chpn he thong nang lupng td't
nhat, lua chpn cac
du
an hogc chien
lupc
toi uu
(Wu,
Tseng and Chen (2009)).
2.
Tdng quan ve thj trUdng
thUc
an nhanh
Vi#t
Nam va phUdng phap nghien

cUu
ThUc an nhanh
(Fastfood)
la thudt
ngQ chi loai thUc an vdi cac thanh phan
dupc lam ndng trudc hoac nau san, dUdc
ban tai nha hang
hcac
cifa hang cd the'
phuc vu mdt
each
nhanh chdng, tien lot
va tiet
kiem thdi
gian tdi da
(W&S
research. 2012).
Vdi mUc tang trudng
26
- 30%
m^
nam, thj
trudng thUc dn nhanh {fast food) dang trd thanh
nganh cd tdc dp tdng trudng cao va dn dmh trong
cac nganh hang
tieu
dung thuc phd'm
hien
nay
tgi

Viel Nam {Vietnam Food & Dnnk Report, 2013)
Theo bao cao
ciia
Bp Cdng Thuong. tdng doanh
thu
thi
trudng
thUc
an nhanh Viet Nam dat 870 ty
ddng.
tang 30% so vdi nam 2010, Theo khao sat
cua
Neitsen Viet
Nam vao nam 2011, 86% sd
ngudi
sU
dyng fastfood d nhdm
tuoi
20-35, dd tud'i
thudng xuyen sU dung Id 20 - 30
tudi,
chiem 76%
Trong khi dd 65% dan so tren tdng sd xap
xi
90
trieu ngudl
Viet
Nam d dd tud'i dudi 35
tuoi
SUc

tang trudng cao va hap dd'n cua
thi
trudng
thUc
an
nhanh Viet Nam thu hut rat nhieu su quan tam
ciia
2. FPIS_Fuzzy Positive Ideal Solution: Giai phap fuzzy ly tudng duang.
3 FNIS_Fuzzy Negative Ideal Solution: GUI phap fuzzy ly tudng am.
4,
FPIRP_ Fuzzy Positive Ideal Reference Point' Diem tham khao fuzzy ly tudng
dUOng
5,6
FNIRP_ Fuzzy Negative Ideal Reference Point: Dlim tham khao fuzzy ly tudng am
So 64+
65/2014
Jilioa ii9C ^
"thifdng mai
z\
KOfH
TO;
VA
qjcAS tr
cac thUdng hidu ngoai Sau gan 4 nam nghidn
cUu
dupc lya chpn.
Dudi
day dua ra nhQng thdng tin co
thj trudng, nam 2012 tap doan The Jonny Rockets ban nhat cua 3 chudi cifa hang an nhanh nay;
da quyet dmh xdm Bang 2: Thdng tin ve cac chuoi cda hang an nhanh Itfa chgn

nhdp
thi
trudng Viet de danh gia nang luc canh tranh
Nam qua viec tim
kiem doi tac de'
nhupng quyen
thuang hieu chudi
nhd hang
an
nhanh
cda minh
{Dieh
dan
doanh nhan, 2012).
Thang 7/2013,
McDonals da quyet
dinh
bat tay vdi ddi tac Good
Thuang
hi$u
Al:
KFC
A2-
Lotteria
A3 BBQ Chicken
Quoc gia
My
Han Quoc
Han Quoc
Thdi

dism
vao
Vi?t
Nam
1997
1998
2007
San pham
kinh doanh
chtih
Garan
Humberger
Ga nudng
So Ola hang
t9iHaN$J
36
27
16
Ngudn. Tac gia tong hap
Day Hospitality trong
vide
nhupng quyen
thUdng
hieu tren
thi
trudng Vidl Nam, Nhu vdy sau hpi
nhdp WTO,
thi
trudng thUc an nhanh Viet Nam da
chUng td dUdc sUc hut ldn

ciia
minh. Tuy nhien,
thi
phan
ciia
nganh
chii
yeu thudc ve cac thuang hieu
ngoai nhu KFC (My), Lotteria (Han Qudc), Jollibee
(Philippine), BBQ Chicken (Hdn Quoc)
khi
hp
chiem chiem tU 60 - 80%
thi
phan thUc an nhanh
cac
logi.
Cac
Ihuong hieu
fastfood
ciiaViet
Nam
nhu Phd 24, Banh my TA, hay chuoi
cOa
hang K-
Do ciia Cdng ty Banh Kinh Do Sai Gdn, Vielmac.,.
chua thu hut dUdc sy chu y
ciia
ngudi tieu dung,
ngodi ra cdn khd cd the' canh tranh dUdc vdi nhQng

thuong hieu ngogi ve
chi
phf quang cao
hoSc
truyen thdng.
Cac
cila
hang fastfood d
Viet
Nam
hidn
nay
chu yeu tdp trung nhieu d cac thanh phd tdn, trong
dd
CO
Ha Ndi
Vdi
myc
tidu
danh gia nang lyc canh
tranh
cOa
mot so chudi ctfa hang an nhanh dudi
gdc tiep can cua khach hang, tac gia lua chpn mdt
so chudi cUa hang an nhanh mUc
tiem
ndng phat
tnen tot va sUc tang trudng kha ddng deu nhau de'
danh
gia

Qua qua trinh chpn Ipc, 3 chudi nha
hang an nhanh chuyen ve ga ran ldn nhat tren
Ihi
Irudng Ha Ndi la KFC, Lotteria va BBQ Chicken
Danh gia ndng luc canh tranh hien
thi
cua 3
chudi nha hang an nhanh - KFC, Lotteria va BBQ
Chicken tren thj trudng Ha Npi tiep cdn tU phia
khach hang ddi hdi tac gia phai dieu tra tap
ngUdi
lieu
diing tdn. Tap khach hang dieu tra nay se
danh gia 3 chudi nha hang dya tren 12 tieu chf da
xac
dinh
d
tren.
Thdi gian vd thdi die'm danh gia
cua mdl ca nhan
ngudi
tieu dimg ta khac nhau nen
vide
danh gia nay thudc loai danh gia Ra quyet
dmh khi cd da nhdn to anh hudng -
MADI^^
thudng dUdc
sQ
dung trong hang loat cac IrUdng
hpp

doi
hdi ngudi ra quyet
dinh
(nha nghien cilu)
phai
danh gia, xep
loai
ve mat
dinh
linh
va/hoSc
dmh lupng de' xac djnh hieu qua hoal ddng cua
tUng Ung
vien
vdi nhieu tieu chi danh gia va do
nhieu chuyen gia cho y kien danh gia. Dd
Id
qu^
trinh dl tim
kiem lua
chon toi Uu nhal trong cac Ung
vien.
Viec
danh gia va ra quyet djnh phu thudc vao
y kien chu quan ciia mdi ca nhdn va thudng khong
the
dien
dat chinh xac bang cac gia
tri
mang

tinh
sd hda, cu the' nen thUdng mang tinh khdng ro
rang va map
md.
Do dd
viec
Ung dung cac khai
niem sd fuzzy (sd md) trong cac trudng hpp ra
quyet djnh khi cd da
nhan td
anh hudng
lakhaphfi
bien trong nhieu ITnh vyc thupc cdc chuyen
nganfi
khac nhau.
7.
hAADMJAultiple
Attnbute Decision Making Ra quyet dmh khi cd da nhan
tdiinh
hudng
22.
khoa
iiQc
thddng
mai'
So 64 + 65/2014
KOra IK
VA
^VAX
I.Y

Trong nghien
cUu
nay.
Ha
N6i dUdc
lya chon la
dja bdn lien hdnh khao sat. Vdi ddc die'm chung
cua thj Irudng thUc dn nhanh la
Ihj
trudng hudng
d^n
ddi ludng khach hang tre
tud'i,
nghidn cUu sU
dyng 550 mau
dieu
tra ddi vdi khach hang da
lUng
dung
IhUc
dn nhanh tai cac qudn Cau Giay, Ba
Dinh,
Ddng Da va Thanh Xudn
til
Ihang 04 den
Ihang 06 nam
2013.
Trong vdng 53 ngay tien hanh
dieu
Ira

khao sat, td'ng cpng cd 522 khach hang
tra Idi cdc cau hdi dieu tra hop le, do dd ty
Id
hdi
ddp la 522/550 = 94,9%. DQ lidu thu thdp dUdc sau
dd dupc
sU
dpng de xdy dyng bai toan fuzzy TOP-
SIS vd dUdc tac gia
viet
phan mem phan tich tren
nen chUPng trinh Matlab 7.4.
3. Ket qua nghien
cOu
Phan mem phan tfch tren ndn chuang trinh
Matlab 7,4 ve nang
luc
canh tranh cua 3 chuoi cifa
hang an nhanh dupc lya chpn cho ta ket qua
Iheo
Irinh tu tan
lUdt
nhu sau:
Be'
xep logi lam quan trpng ciia 12
lieu
chi
danh gia nay
ddi
vdi nang tyc canh tranh hie'n thj

cua chudi cifa hdng an nhanh tren
thi
trudng Ha
Npi,
cac ket qua d bang 3 dUdc binh thudng hda
thanh cac gia
Iri phi
fuzzy nhu sau:
Bang
3,
Ma trdn ra quyet
dinh
va tam quan trgng cua cac tieu chi danh gia dudi dang sd fuzzy
Cl
C2
C3
C4
C5
C6
C7
C8
C9
CIO
CU
C12
Al
[0.17,0.34,0.53]
[0.3,
0.49, 0.68]
[0.36,

0.55, 0.73]
[0.32,0.51,0.69]
[0.43,0.62,
0.79]
[0.43,
0.62,
0.79]
[0.39,0.59,0.77]
[0.25,0.43,0.63]
[0.26.0.44,0.63]
[0.32,0.51,0.69]
[0.32,0.51,0.7]
[0.38,0.58,0.76]
A2
[0.3,
0.48, 0.67]
[0.34,0.53,0.71]
[0.36,0.55,0.74]
[0.38,0.58,0.76]
[0.38,0.57,0.75]
[0.38,0.57,0.75]
[0.43,0.63,0.8]
[0.28,0
46.0.65]
[0.31,0.49,0.68]
[0.38,0.58,0.76]
[0.38,0 57,0.75]
[0,43,0.63,0.8]
A3
[0

58,
0.93]
[0.48,
0.84]
[0.33,
[0.30,
0.68]
[0.37,
0.75]
[0.37,
0.75]
[0.36,
0.74]
[0.32,
078,
068,
0.51,0.7]
0.49,
0.57,
0.57,
0.55,
0.51,0.7]
[0.3,
0.48, 0.67]
[0.30,
0.68]
[0.37,
0.75]
[0.36,
0.74]

0.49,
0.57,
0
55,
XSm
quan trong
[0.57,0.77,0.92]
[0.48,0.68,0.84]
[0.47,0.67,0.83]
[0.32,0.52,0.71]
[0.62,0.82,0.95]
[0.62,
0.82, 0.95]
[0.37,0.56,0 74]
[0.56,0.76,0.9]
(0.61,0.81
0.94]
[0.32,0.52,0.71]
[0 62,0.82,0.95]
[0.56,0.76,
0.9]
So 64+
65/2014
liliM
hgc
ttiMg
mai
Kmai
TE VA
ftUAX

I.T
Bang 4 Tam quan trong cua cac tieu chi danh gia dudi dang eae gia tn phi fuzzy
Cl
C2
C3
C4
C5
C6
C7
C8
C9
CIO
CII
C12
Sir
da dang cua do an
Mui vi cua
d6
an
Gia ca
Nhieu
chucfng
trinh khuyen mai
Eiia
diem cii'a hang cl trung tam
ChuSi
cu'a hang rong khap
Ch§ ngoi thoai
mai
Khong

gian CLfa
hang dep
To'e
do phuc vu nhanh chong
Nhieu dich vu
gia
tang
SU than thien
ciia
nhan vien cii'a hang
Thirong hieu cila
chuSi
cu'a hang
Tim quan trQng
difdi dang gia trj
fuzzy
[0.38,
0.57, 0.75]
[0.37,
0.56, 0.74]
[0.62,
0.82, 0.95]
[0.57,0.77,0.92]
[0.64,0.84.0.96]
[0.56,
0.76,
0.9]
[0.47,0.67,0.83]
[0.48,
0.68, 0.84]

[0.36,
0.55 0.74]
[0.32,0.52,0.71]
[0.37,
0.55, 0.60]
[0.63,
0.82, 0.95]
Gia
tri phi
fuzzy
0.567
0.557
0.797
0.753
0.825
0.740
0.657
0.667
0.550
0.517
0.555
0.807
X6'p
h^ng
8
9
3
4
1
5

7
6
11
12
10
2
Gia
tn phi fuzzy trong bang 4 cho chung ta thay
rang,
khi danh gia nang luc canh tranh hie'n
thi ciia
chudi cifa hang an nhanh tai Ha Ndi, tam quan
trong
ciia
cac tieu chi danh gia dUpc xep hang tan
lupt tu tren xudng
dUdi
nhU sau: Dja diem cUa
hang d trung tam (0,825), Thuang hieu cua chudi
cifa hdng (0.807),
Gid
ca (0.797), Nhieu chUdng
trinh khuyen mai (0.753), Chudi
cCfa
hang rpng
khap (0.740), Khdng gian cifa hang dep
(0,667),
Chd'ngdi
thoai mai
(0.657),

Su da dang
ciia
dd an
(0,567). Mui
VI
Clia dd an (0.557), SU than thidn
ciia
nhdn vien cifa hang (0,555), Tdc dp phyc
vy
nhanh chdng (0.550) va cudi cung la Nhieu djch
vu gia tang (0.517),
De'
dam bao cd gia lr| fuzzy nam Irong khoang
[0,
1], qua trinh binh thudng hda ma
Irdn
ra quyet
dinh
bien thien dupc
IhUc
hien va ket qua
dUdc
trinh bay d bang 5,
," Ma tran ra quye't dmh bie'n thidn dugc binh thudng hda (R)
Cl
C2
C3
C4
05
C6

C7
C8
C9
CIO
Cli
012
Al
10,48,
0,73.
().97|
|a3fi,0,5S,a.81|
[(149.0
75.
It
11)32,0,52,0 721
10 45,0,7,0.921
10.50,0 77, 1|
10,18,03(1,0,571
10,51,075,0981
10
53,0.78.
11
10 42,0.67.0,92]
10,48,0.75,
1]
10
49.0.75
1]
A2
10

49.0.74,0.961
10.52.0.7.0.721
10.49,0.75,
1|
10
63,0,85.
U
10 45.0.72.0,991
10 48,0 74,0 971
10.44.0.7,0 951
[0.54,0,78.
n
10.41.0.63.
0
851
[0.51,0.76.
11
10.48,0.75.
Ij
[0.46.0.71.0941
A3
10.54,0 79. ]|
iO.4,
0.66. 0
941
10.38,065,0.931
10.46.
0 74,
1 1
(0.43.0.7,0 971

10.45.0.74.0.921
10,47,0,71.0.941
[044,
0 68.0,91
1
(057,0.81.
II
10.4.
0.65,
0.89[
10.35,0.67,0.621
10.36.0.62.0.891
klioa
hoc
.
ihng'mpi'
So 64 + 65/2014
ELIXH
TE
VA
QiTlnr IX
Do
iSm
quan
Bang 6; Ma tran ra quyet dmh
bien
thien binh thudng hda cd trong so
C1
C2
C3

C4
C5
C6
C7
C8
C9
CIO
C11
Al
[017,04
069]
[0.17,
0.39, 0.69]
[013,0
33,0
631
[0.21,0 47 0
81]
[0
23,
0
52,
0 87]
[0
32,
0
63,
0 95]
1015,0
38,0 69]

[0.26,
0.54,
0.89]
10
27,
0
59,
0 94]
[0.26,0.54,
0.86]
[0.15,0.38,0.69]
A2
[0.3,0 6,0.92]
[017,0
39,0 68]
[0
17,
0.39, 0.69]
[0
14,
0.35, 0.65]
[0.33,0.66,
0 96]
[018,0.41,0
71]
102,
0
44,
0 74]
102,

0.46, 0.76]
1017,
039,
069]
10.16,
0.4, 071]
[0.29,
0.69, 0.9]
A3
[0.36,
0.65, 0.91]
[0 27,0.55,0
831
[01,0.28,053]
[017,0.4
0,68]
[0.23,0.5,
0.83]
[01,028,053]
|0
14,
0
34,0 6]
1018,041.0 71]
[019,0
43,0 74]
[0.19,0 43,0 74]
[0 28,0
57
0

88]
trpng
ciia
cac tieu
chi ddnh gia la khac
nhau ndn ma trdn ra
quydt dmh bien
thien binh thudng
hda cd trong sd
dupc tinh toan vd
ket qua dupc trinh
bay trong bang
6.
Cac sd fuzzy
duang nam trong
khoang [0, 1], do dd
die'm tham khao
fuzzy ly tudng dUdng (FPIRP, A+) vd diem tham
khao fuzzy ly ludng am (FNIRP, A-) Irong nghien
cUu
nay dUdc djnh nghTa nhu sau:
A+
[(1,1.1),(1.1,1}.(1>1,1),{1,1,1),(1.1.1),
(1,1,1),(1,1,1),{1.1.1),(1,1,1).(1.1.1).{1.1.1).(1.1-1)]
A-
[(0,0,0),(0,0,0),(0,0,0),(0,0,0),(0,0,0),
(0.0,0),(0,0,0),(0,0.0),(0,0,0),(0,0,0),(0,0.0),(0,0,0)]
Khoang
each
tU mdi chudi cifa hang an nhanh

Ung vidn den diem tham khao fuzzy ly tudng
dudng va did'm tham khao fuzzy ly tudng dm dupc
trinh bay trong bang 7.
Bang 7. Khoang each do ludng
to 3 chudi cda hang an nhanh
Trong dd chi so CC3 cua chudi cUa hang an
nhanh BBQ Chicken dupc
tinh
cy the' nhU sau:
CC3
:
d;
'
d:+d:
6.527
+ 6.813
=
0.491
Al
A2
A3
6.585
6.741
6.813
6.723
6.305
6.527
Khi
khoang
each tU

cac chudi sidu thj den
FPIRP va FNIRP dUpc xac
djnh,
gia tn CC dUdc
tinh
todn cho ket qua nhu sau;.
Pang
8
H$ so gan
gui
CC
CC,
CC.
CC3
0.505
0.483
Neu chudi cUa hang an nhanh ndo cd he sd
gan
gui
gan bang 1 nhat
Id
cd khoang
each
den
did'm tham khao ly ludng dUdng gan nhat vd
khoang
each
den die'm tham khao ly tUdng dm xa
nhd't.
Ndi each

khac, he sd gan gui cang Idn thi
bie'u
hien
ve nang lyc canh tranh hie'n thj
ciia
chudi cda hang an nhanh dd cang tot Theo ket
qua tu bang 8 chung ta thay rang:
CC-|
> CC3 >
CC2.
Dieu ndy cd nghTa la,
Iheo
ddnh gia
ciia
ngudi
lieu
dung, KFC la chuoi cifa hang an nhanh
cd ndng lyc canh tranh
hien
thj dUng dau
thi
trudng Hd
Npi,
tiep
theo dd la BBQ Chicken va
cudi cung Id Lotteria
3.
Kel
lugn va de xuat
Ket qua nghien cUu cho thay de' cd the nang

cao nang lyc canh tranh
ciia
minh tren
thi
trudng
Hd
N61,
thiet nghT cac chudi cda hang ndn ddc bidt
tdp trung vao nhQng yeu td duac ngudi tieu diing
Ha
Ndi
can nhac nhieu nhat khi
lUa
chpn mdt
cQa
hang an nhanh. Cu the la:
- Nen tua chpn
dia
diem dat cifa hang d khu Irung
tam:
nhQng khu vUc taing tdm
vari
ludn ta
nhOng
So
64+
65/2014
-khoi
hpc
"'^

'^1
mai
Risn
TE VA
U*JA]V
tr
die'm den cd sUc
hiit
cao ddi vdi gidi tre - nhQng khach
hang chinh
ciia
chudi cifa hang an nhanh.
-
Cd
chien lupc phat trie'n thudng hidu
tdt:
nghien
cUu
cho thay ngudi tieu dung Viet Nam ndi
Chung vd ngUdi tidu dimg Ha Ndi
ndi
rieng rat can
nhac yeu
to
thUdng hieu khi
ra
quyel djnh chpn
mdt
cOa
hang an nhanh cho minh va bgn be,

- Quan tdm nhieu
han den gia ca va cac
ChUdng
trinh:
nhOng
cudc chien
ve
gia
ca vd
khuyen mai trong mua
he
2013 vUa qua
giOa
3
chudi cifa hdng
an
nhanh KFC, Lotteria vd BBQ
Chicken mpt lan nQa khd'ng djnh tam quan trpng
ciia
yeu td ndy trong
viec
nang cao nang
lUc
canh
Iranh trong nganh hang dd an nhanh.
- Xay dyng chudi cUa hang rdng khap:
viec
de"
dang chpn mdt
cila

hang dn nhanh ua thich
ma
khong nhat thiet phai di vao trung tam thanh pho
hien cung dang dupc tieu dung
rat
quan
tam
Chinh
vi li do
nay
ma
cac chudi cifa hang
an
nhanh nen tap trung phdt trie'n so
lUdng ciia
hang
cua minh de nang cao nang lyc cgnh tranh so
vdi
cac ddi
thii
trong ngdnh.
Dd la nhQng yeu
td
ngudi tieu dung Ha
Npi
can
nhac nhieu nhat
so vdi cac
yeu
to

khac nhu:
Khdng gian
cOa
hang dep (0.667),
Chd"ngdi
Ihoai
mai
(0.657),
SU da dang
ciia
dd an (0.567), Mui
vj
cua
do
dn (0.557), Sy thdn thien cua nhan vien
cifa hdng
(0,555),
Tdc dp phuc vu nhanh chdng
(0.550) va Nhieu djch vu
gia
lang (0.517).
Ngodi ra, nghien cUu cung
chi
ra rang: tren
thi
trudng Hd
Ndi
hien nay nang lyc canh tranh hie'n
thj
ciia

chudi nha hang an nhanh KFC dUdc ngUdi
tieu dung danh gia cao nhal (0,505), sau dd den
BBQ Chicken (0.492)
va
cuoi
cung
la
Lotteria
(0 483), Tuy nhien mUc chenh lech
ve
ndng
lyc
canh tranh cua
3
chudi nha hang dn nhanh nay
khdng cao, do dd su canh tranh
true tiep
giQa
3
chudi nha hang nay la rat Idn Dupc danh
gid
la
thi
trudng cd td'c dp phat trien manh
vdi
ty le
trung
binh khoang 30%, Viet Nam hien van la
thi
trudng

day tiem nang cho nhQng tap doanthUc an nhanh
qudc te. Sy gdp mat tiep theo cualVlcDonald's, dng
tdn nam giQ ngdi vuong
vethUc
an nhanhthe
gidi,
vao th| trudng Viet Nam tiep tuc ddn
ap
tuc ten
nhQng chudi cifa hang an nhanh hien tai nhu KFC,
Lotteria
va
BBQ Chicken, ddi hdi cac chudi nha
hang nay can tap trung vao nhQng yeu
td ma
khoa hoc
26 ihEldng im
khdeh
hang quan tdm nha't d tren de' khdng ngifng
nang cao nang
lUc
canh Iranh
ciia
minh
•
Tai
li$u
tham khao:
1.
Aaker, D.A. and Jacobson, R., Study shows

brand-building pays
off for
stockholders.
Advertising Age, Vol. 65 No. 30, p. p18, 1994.
2.
Andersson, T.D. and
Mossberg,
L,
The dining
experience: do restaurants satisfy customer needs?,
Food Service Technology, Vol. 4, pp.
171-7,2004
3. Austrade, "Austrade Report:", available
at
wv/w.
a
ustrade.gov.au/Food-to-Pakistan/
default.aspx (accessed
9
November
2010),
2009
4 Aziz, F.K. and Bukhari, A., Predilection
of
adolescent towards fast
food,
paper presented at
the
5th
ISOSS

International Research
Conference,
2009.
5. Business Monitor International, Vietnam
Food
&
Drink Report, 2013.
Summary
With
grow/th'
of
26-30% per year, the fast food
market has reached
a
high and stable growth in
the food industries
in
Vietnam
at
present.
The
statement
of
partnership with Good
Day
Hospitality
in
the franchise and opening
its
first

store in 2014 of McDonald's has proved the attrac-
tiveness of Vietnam fast food market after integra-
tion.
By choosing
3
fast food chain stores
whicti
have developed with high speed and be the most
popular
with
Hanoi consumers to assess revealed
comparative advantage, this research has shown
that according to the judgment
of
the consumers,
KFC fast food chain stores are at the first position
of revealed comparative advantage, followed by
BBQ Chicken and Lotteria.
In
addition, when assessing the revealed com-
parative advantage
of
fast food chain stores
in
Hanoi,
the
importance
of
the evaluation
cnteria

are ranked from top
to
bottom
as
follows: place
store
in
central, brand stores, price, promotions,
chain stores, beautiful shop space, comfortable
seating,
diversity of
food,
taste of
food,
the friend-
ly store staff, quick service speed and ultimately
many added value services.
So 64 + 65/2014