NGHIÊN CỨU MỨC ĐỘ THỎA MÃN CỦA KHÁCH HÀNG VỀ CHẤT LƯỢNG DỊCH VỤ SIÊU THỊ CỦA HỆ THỐNG SIÊU THỊ CO.OPMART TẠI TP. HỒ CHÍ MINH

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~
BQ GIAO
DT)C
VA
DAO
T~O
TRUONG
D~I
HOC
KINH
TE
TP.HO
CHi
MINH
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TRAN
THJ
HUE
CHI
NGHIEN
CUU
MUC
DQ
THOA
MAN
CUA
KHACH
HANG
VE

CHAT
LliQNG
DICH
VU
SIEU
THI
? A K A
~
,
CUA
HI;
THONG
SIEU
THI
CO.OPMART
T~l
TP.HO
CHI
MINH
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CHUYEN NGANH:
QUAN
TRJ KINH DOANH
MA
SO: 60.34.05
" - -
,.,.,
LU~N
VAN

TH~C
SI KINH
TE
NGUOI
Hu'<_!NG
DAN
KHOA
HQC:
TS. NGUYEN
THl
BICH
CHAM
Tp. Hfi
Chi
Minh
-
nam
2005
1\iUu
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L~ICAMON
Toi xin chan thimh cdm
an
co
TS.
Nguy'~n
Thj Bich Cham, nguiJi huang
ddn
khoa hqc cua lu(in van, dii giup toi
tiip
c(in
thl;(c
tiln, phdt
hi~n
di
tili va
dii t(in tinh huang ddn
di
toi hoan thanh lu(in van nay.
Trang qua
tr1nh
thl;(c
hi~n
di
tai, toi con nh(in duqc
ra't
nhiiu
sl;(
quan
tam, gop

y,
giup
diJ,
h6
tr(/ quy bdu cua quy thdy co, dJng
nghi~p,
bc;m
be va
nguiJi than, dijc
bi~t
la:
Quy Thdy
Co
khoa Qudn tri kinh doanh va khoa Sau
dc;li
hqc truiJng
Dc;li
hqc
Kinh
Ti
thanh pho'
HJ
Chi Minh dii tqo
diiu
ki~n
to't
nhdt cho toi hqc t(ip va
nghien
Cliu.
Quy Thdy

Co
cua Chuang
tr1nh
gidng dqy kinh
ti
Fulbright dii giup toi
tiip
c(in vai
mQt
so' tai
fi~u
tham khao va cong
Cf:l-
phan tich dinh
lU(/ng
mai.
Chi Nguyln Thi
Tranh
~
Gidm
d(J'c
chu6i sieu thi
Co.opMart-
va m9t so'
anh, chi thu9c
kho'i
win phong Saigon Co.op dii giup toi tlm
hiiu
thl;(c
trqng

hoqt d9ng cua
h~
tho'ng Co.opMart.
Cdc dJng
nghi~p
tqi khoa Qudn tri kinh doanh cua truiJng Dqi hqc Cong
nghi~p
thanh pho'
HJ
Chi Minh dii gop
y,
h6
trq toi trong qua
tr1nh
nghien
cau
di
tai.
M9t so'
sinh vien lap Cao ddng Qudn tri kinh doanh dii giup toi phong van
trl;(c
tiip
khdch hang
di
hoan thanh cdc bang cau hoi.
Xin chan thanh cdm an va ghi nh(in tlnh cdm, tdm long cua mqi nguiJi dii
danh
cho toi.
Tac gia: Trfin Thi Hue' Chi
LOICAMDOAN

T6i xin cam doan day la c6ng trlnh nghien cuu cua
rieng
t6i. Cac
s6
li~u,
ke't qua
neu
trong
lu~n
van la
trung thvc va
chu'a
tung
du'cjc
ai c6ng b6 trong ba't ky
c6ng trlnh nao khac.
Tac
gia
lu~n
van
\
Mt)C
Lt)C
• L<Yicamdn
• L<Yicamdoan
• Mt;tc
lt;tc
•
Danh
mt;tc

cac
bang
biiu
•
Danh
mt;tc
cac
sd
d6
va
d6 thf
•
Danh
mt;tc
cac
pht;tlt;tc
•
Phdn
md
ddu
Cm.1<1NG
1:
C<1
sa
LY
LU~N
LIEN
QUAN
DEN
Sl;f

THOA MAN CUA KHACH
'
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, ,
lJ(j
,
HANG VE CHAT L . NG DJCH VlJ SIEU THJ
·~
1
1.1.
KHAI QUAT
vF:
DlCH
VlJ
v A
KRAcH
HANG TRONG THl
TRVdNG
BAN
LE T AI
cA
c
s.r:E
u THl 1
1.1.1. Khdi
ni~m
vi
sdn
phdm-
dfch

V¥
1
1.1.2. Khdi
quat
vi
khdch hang 2
1.3.1.
Thi tnt&ng ban
leva
lo((li
hznh kinh doanh sieu thf 5
1.2.
CHAT LV</NG DlCH
VlJ
s.r:Eu THl v A
slj
THOA MAN
cuA
KRAcH
HANG 7
1.2.1. Chdt
[U{Jng
dfch
V¥
va chdt
lU{Jng
dfch
V¥
sieu thf 7
1.2.1."1.

Cha't
lu'<;Jng
dich vt;t 7
1.2.1.2. Cha't
lu'<;Jng
dich vt;t sieu thi 9
1.2.2. Sf! thoa man cua khdch hang
vi
chdt
lU{Jng
dfch
V¥
sieu thi 9
1.2.2.1. Slf tho a man cua
k:hach
hang 9
1.2.2.2.
St;t'
thOa
man cua
k:hach
bang
ve
cha't
lu'<;jng
dich
Vt;t
sieu thi
10
,

.f
vn
TOM TAT CH v N G 1
11
CH11<1NG
2:
THl}C
TR~NG
HO~
T DONG CUNG CAP CAC DJCH VlJ CUA
~
,.,
,
THONG
SIEU
THJ CO.OPMART 13
.,.
A
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A K A
2.1.
GIOITH~U
TONG QUAN
He
THONG SIEU THl CO-OPMART
13
211
G
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h'"

"'
~s
· c 13
. . .
ldl
t
z~u
tong quan ve azgon o.op .
2.1.2.
Qua trznh hznh thanh va
phdt
triln
cua
hf
thong sieu thf Co.opmart 14
HV
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2.2. T . C TRANG HOAT DQNG BAN HANG
16
2
2 1
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h,
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h'

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b'
h'
h,
16
. . . ong tac to c ac, sap xep quay ang va c uan ! ang
oa
.
2.2.2. Quy
trinh ban hang
t((li
m6i .sieu thf Co.opMart 19
2.3.
THljc
TRANG
cAc
HOAT DONG
HO
TR</
KRACH HANG 20
2.3.1. Cdc chuang trznh uu diii danh cho khdch hang 20
232
Ch
.~
t'
h
"Kh'
hh'
th" th'"'t" •

h"th"'
C t 20
. . .
u'lYng
nn
ac ang an
ze
cua
~
ong o-opmar

2.3.3 . . Chuang trznh thanh toan
bl'ing
the tin d¥ng
21
2.3.4. Cdc dfch
V¥
h6
tr{J
khdc danh cho khdch hang
21
,
.f
vn
TOM TAT CH
vNG
2 22
CHlJONG 3: DANH GIA MUC
DO
THOA MAN CUA

KH
KHI
SU
DVNG DJCH
VV
, ? ,
, ~
SIEU THJ CUA
H~
THONG CO-OPMART
T~I
TP.HCM 24
3.1.
GIOITH$UCHUNG
24
A y'"f
-'
3.2., NGHIEN
Cu
U DJNH TINH
25
3.2.1. · Cdch
thU:c
thf:(c
hifn
25
3.2.2.
Mo hznh 5 thimh ph&n chfft
ht<;Jng
djch

v{l
sieu thj
26
3.3.
NGHllN
CUU DJNH
LU<;jNG
27
3.3.1. Thiet lgp bdng
diu
hoi
sa
bq & chinh
thU:c
28
3.3.2.
PhttlYng
phdp
nghien
cU:u
& thu thgp thong tin
30
3.3.3. Mo td mllu 32
3.3.3.1.
ve
slf
lqa
chc;>n
sieu
thi 32

3.3.3.2.
ve
gioi
tinh : 33
3.3.3.3.
ve
d()
tu6i
33
3.3.3.4.
ve
trlnh
d()
hc;>c
vffn 33
3.3.3.5.
ve
thu
nh~p
34
3.3.4.
Ddnh
gid dq tin
cgy
cua thang do
34
3.3.5. Ddnh gid dnh huiJng cua cdc
ye'u
to'
chat

[U(Jng
djch
V{l
sieu thj
de'n
Sf:{
thoa
miin
cua
khdch hang
35
3.3.5.1.
Xay
dqng
mo
hlnh
nghien
cuu
35
3.3.5.2.
Danh
gia
tac
d()ng
cua
cac
ye'u to' chfft
lu'<;jng
dich
Vl;l

sieu
thi de'n
Slf
thoa
man
cua
khach
hang
37
3.3.
6.
Phan tich
mU:c
dq tho a miin cua khdch hang
vi
5 thanh
phdn
chat
[U<;Jng
djch
V{l
sieu thj
38
3.3.6.1.
Thanh
ph~n
Chfft
lu'<;1ng
va
gia

ca
hang
h6a
39
3.3.6.2.
Ho1;tt
d()ng h8
tr<;1
khach
hang

41
3.3.6.3.
Nhan
llfc
va
nang
llfc
phi;IC
Vl;l

44
3.3.6.4.
Thanh
ph~n
Phuong
ti~n
hii'u hlnh 47
3.3.6.5.
ve

muc
d()
tin
c~y
50
TOM
TAT
CHUONG 3
51
CHlfONG
4:
MOT
so
GIAI
PHAP
NHAM NANG CAO MUC DO THOA MAN CUA
KHACH
HANG VE CHAT LU(JNG DJCH
vv
SIEU
THJ
T~I
CO.OPMART 52
4.1
GIOI
THI~U
CHUNG 52
4.2
D:E
XUAT

MOT
so
GIAI PHAP NHAM NANG CAO MDC DO THOA MAN
CUA
KHACH HANG VE CHAT
LU<;jNG
DVST 53
4.2.1. Cdc gidi
phdp
lien quan
de'n
chflt
[U<;Jng
va gid cd hang
h6a
53
4.2.2. Gidi
phdp
vi
cdc hoqt dqng
h6
tr(J
ban
hang
54
4.2.3. Gidi
phdp
nang cao
chat
lu<;Jng

ngu6n nhan
lf:(c

59
4.2.4. Nh6m gidi
phdp
vi
phUlYng
tifn
hilu hlnh
61
4.2.5. Gidi
phdp
gia tang
mU:c
dq tin c(ly 62
/ 4
y'fn
TOM
TAT
CHuvNG
4
65
• Ke't
lu~n
•
Tai
li~u
tham
khao

•
Phdn
phi}
ll}c
DANH
MVC
cAc
sANG
BJEU
• Bang 2.1:
H~
th6ng chu6i
sieu
thi Co.opMart
• Bang 3.1: Quy trlnh nghien cuu
• Bang 3.2: Phan
b6
cac sieu thi Co.opMart tren dia
b~m
TP.HCM
• Bang 3.3:
T6ng
h<Jp
s61i~u
H(y
mfiu
• Bang 3.4: Thong tin mfiu
v~
sv
Iva

chQn
sieu thi
• Bang 3.5: Thong tin
mfru
v~
giOi
tinh
• Bang 3.6: Thong tin mfru
v~
d9 tu6i ciia khach hang
• Bang 3.7: Thong tin mfiu
v~
trlnh d9
hQc
va"n
• Bang 3.8: Thong tin mfiu
v~
thu
nh~p
ciia khach hang
• Bang 3.9:
Cac
h~
s6
tin
c~y
Cropach Alpha
• Bang 3.10:
GhH
thich ky

hi~u
cac bie'n
s6
• Bang 3.11: Ke't qua
phan
tich h6i quy tuye'n tinh b()i
• Bang 3.12:
£>iSm
trung blnh ciia thanh phfin
Cha"t
htqng & gia ca hang
h6a
• Bang 3.13:
Muc
d9
hai
long ciia khach hang
v~
gia
ca
hang
h6a
• Bang 3.14:
£>iSm
trung blnh ciia thanh phfin
Ho~t
d()ng h6
tr<J
khach hang
• Bang 3.15:

Muc
d9
hai
long ciia khach hang
v~
dich
v1:1
giao hang
t~i
nha
• Bang 3.16:
Muc
d9 hai long ciia khach hang
v~
ho~t
d()ng khuye'n mai
• Bang 3.17:
£>iSm
trung blnh ciia thanh phfin Nhan lvc & nang lvc
ph1;1c
v1;1
• Bang 3.18:
Muc
d9 hai long ciia khach hang
v~
thai d9 ciia nhan
vien
khu
Tv
chQn

• Bang 3.19:
Muc
d9
hai
long ciia khach hang
v~
thai d9 ciia nhan
vien
qufiy
Thau
ngan
• Bang 3.20:
Muc
d9 hai long ciia khach hang
v~
thai d9 ciia NV h6
tr<J
• Bang 3.21:
£>iSm
trung blnh ciia thanh phfin Phu'dng
ti~n
hfi'u
hlnh
• Bang 3.22: Muc d9
hai
long ciia khach hang
v~
"ngo~i
hlnh" ciia
Co.opMart

• Bang 3.23:
Muc
d9 hai long ciia khach hang
v~
trang thie't
bi
ciia
sieu
thi
• Bang 3.24:
£>iSm
trung blnh ciia thanh phfin
Muc
d9 tin
c~y
A ' A
DANH
M1JC
Sd
BO
VA
BO
THI
CAC
SODO
•
Sd
d6
2.1:
Sd

d6
b<)
may
t6 chile ciia
m6i
sieu
thi Co.opMart
•
Sd
d6
3.1:
Mo
hlnh
sv
tac
d<)ng
ciia 5
th~mh
phffn cha't
ht<;lng
dich
V\1
sieu
thi de'n
sv
thoa
man
ciia khach
hang
DOTH!

•
D6
thi 3.1:
Ty
1~
hai
long chung ciia
khach
hang
v€
cha't
h.t<;lng
dich
V\1
sieu
thi ciia Co.opMart
A A A
PHANMuBAU
1.
D!TVANDE
Sl;l'
tang
tntdng kinh
te"
nhfi'ng
nam
gffn
day
ciia
Vit%t

Nam
da
Utm
cho
doi
s6ng
nguoi
dan
ding
duqc ciii
thit%n
va
song song voi
tie"n
trlnh
d6,
nhu
du
tieu
dung
v~
v~t
cha"t
lfin tinh thffn ciia h9
ding
gia tang.
Theo
quy
lu~t
ta"t

ye"u
ciia thi tru'ong,
lo~i
hlnh kinh doanh
sieu
thi -
m<)t
hlnh thuc
ban
Ie
van
minh,
hit%n
d~i
- da
xua"t
hit%n
va
ngay
cang
chung
to vai tro
khong
th€
thie"u
trong
nganh
thuong
m~i.
Tuy

nhien,
qua trlnh
h<)i
nh~p
kinh
te"
the"
gioi da
doi
hoi
Vit%t
Nam
phai
mCJ
cii'a thi tru'ong
n<)i
dia.
Va
voi
muc
d<)
tieu
dung
tang
tru'CJng
nhanh
ca
v~
s6
lu'qng lfin

cha"t
lu'qng,
Vit%t
Nam
dang
trCJ
thanh
"di€m
de"n"
ha"p
dfrn
ciia
nhi~u
t~p
doan
phan
ph6i
IOn
ciia nu'oc ngoai.
Nhu
v~y.
m<)t
cu<)c
ch~y
dua
cam
go
gifi'a
cac
nha

phan
ph6i
trong nu'oc
va
nu'oc
ngoai
da
thl;l'c
sl;l'
xay
ra.
Ne'u
khong
chuffn bi chu dao,
cac
cong ty trong nu'oc kinh
doanh
linh
Vl;l'C
thuong
m~i-
dich
Vl;l
se c6 th€ bi thua ngay
tren
san
nha.
D€
tang
lqi

the"
c~nh
tranh
va
htu
gifi'
long trung
thanh
ciia ngu'oi
tieu
dung,
m<)t
trong nhfi'ng
ho~t
d<)ng
rna doanh
nghit%p
cffn
phai
tie"n
hanh
thu'ong
xuyen
d6 la
thoa
man
nhu
cffu
ciia
khach

hang.
Chinh
vlly
do d6,
tOi
quye"t dinh chQn
d~
tai
"Nghien
CUll
muc
dQ
thoa
man
cua
khach
hang
V~
chdt
hiqng
djch
VQ
sieu
thj
CUa
h~
tho'ng
sieu
thj
Co.opMart

t~i
thanh
pho'
H6
Chi
Minh"
nh~m
kham
pha
nhfi'ng
ye"u
t6
g6p
phffn
t~o
nen
sl;l'
hai
long cho
khach
hang
khi
sii'
dl;lng dich
Vl;l
sieu
thi. Nhfi'ng
ke't
qua
nghien

cuu
dinh tinh
va
dinh lu'qng trong
nghien
cuu
nay
se
la
can
cu
d€ tac gia
d~
xua"t
mQt
s6
giai
phap
nh~m
hoan
thit%n
cha"t
luqng dich
Vl;l
sieu
thi ciia
ht%
th6ng
sieu
thi Co.opMart.

2.
MVC
TIEU
NGHIEN
CUU
Khong
nhu' cac don vi
san
xua"t
hang
h6a
thong thu'ong,
cac
doanh
nghit%p
kinh doanh dich
Vl;l
ra"t
kh6 chuffn
h6a
cha"t
lu'qng dich
Vl;l
bCJi
vl n6
khong chi
phl;l
thUQC
vao
chinh sach chfi't lu'qng

rieng
CUa
cong
ty rna
COn
phl;l
thu()c
vao
sv
danh
gia ciia
khach
hang. Chinh vl the',
d~
thoa
man
nhu cfiu ciia
khach
hang
va
nang
cao
nang
lvc
Cl;tnh
tranh,
Co.opMart
cfin
phai
bie't

khach
hang
danh
gia nhu' the'
nao
v~
nhil'ng dich
Vl;l
do
mlnh
cung cffp, nhil'ng ye'u t6
nao
da
lam
hai
long
ho~c
chua
lam
hai
long
khach
hang,
nhil'ng ye'u t6
nao
tac
d<?ng
nhi~u
hdn
de'n

nh~n
thuc ciia
khach
hang

Tren
tinh thfin d6,
m1;1c
tieu
ciia
d~
tai
du'<;Jc
xay
dl;l'ng
nhu' sau:
Phan
tich
thl;l'c
tr(;lng
ho(;lt
d()ng cung cffp dich
Vl;l
ciia
h<$
th6ng
sieu
thi
Co.opMart
t(;li

thanh
ph6
H6 Chi Minh.
Phan
tich
sv
danh
gia ciia
khach
hang
v~
cac
thanh
phfin chfft
lu'<;Jng
dich
Vl;l
sieu
thi
du'<;jc
cung cffp
bdi
Co.opMart
va
nh~n
d(;lng
nhil'ng vffn
d~
con
t6n dQng.

Xay
dl;l'ng
m()t
s6
giai
phap
nhrtm
khac
ph1;1c
nhil'ng
di~m
ye'u va
huong
de'n
sv
thoa
man
nhu cfiu ciia
khach
hang.
3.
DOl
TU(1NG v A
PH~M
VI NGHIEN cuu
-
D6i
tu'<;Jng
nghien
cuu:

cac
ho(;lt
d()ng dich
v1;1
sieu
thi
gop
phfin
t(;lo
nen
cha't
lu'<;jng
dich
v1;1
sieu
thi.
-
Ph(;lm
vi
nghien
cuu: chi
nghien
cuu
cac
ho(;lt
d()ng dich
Vl;l
t(;li
h<$
th6ng

sieu
thi thu()c dia
ban
thanh
ph6
H6 Chi Minh.
4.
PHUONG
PHAP
NGHIEN CUU
Cac
phu'dng
phap
du'<;Jc
su
d1;1ng
chii ye'u trong
nghien
cuu
nay
bao
g6m:
Phu'dng
phap
nghien
cuu
khoa
hQC
va
suy

lu~n
logic.
- Phu'dng
phap
th6ng
ke
mota.
Phudng
phap
phan
tich
h6i
quy
(phan
tich tac d()ng ciia
cac
thanh
phfin chfft
lu'<;Jng
dich
v1;1
de'n
sv
thoa
man
ciia
khach
hang)
5.
THU

TH!P
DU
LitU
Lu~n
van
nay
du'<;jc
thl;l'c
hi<$n
tu
hai
ngu6n
dil'
li<$u
chinh:
-
Dil'
li<$u
sd
ca'p: thong
qua
s6
li<$u
di~u
tra
v~
muc
d()
thoa
man

ciia
khach
hang
v~
chfft
lu'<;jng
dich
v1;1
sieu
thi
t(;li
h<$
th6ng
Co.opMart
C1
thanh
ph6
H6
Chi Minh.
-
Du
li~u
thu
ca'p: duqc cung ca'p bdi Saigon Co.op va
s61i~u
thu
th~p
tU'
cac
ngu6n thong

tin
d;;ti
chung (Nien giam Th6ng
ke,
Internet,
bao
chi )
6. y
NGHIA
THl)'C
TIEN
CUA
DE
TAl
Lu~n
van
nay
di theo
huang
phan
tich dinh tinh
ke"t
hqp
voi dinh lttqng
thong qua ngu6n thong tin so ca'p
nen
c6 tinh
thl}'c
ti~n
cao.

Ke"t
qua phong va'n
tnfc
tie"p
hon 200 khach hang
cua
Co.opMart se cho tha'y
sl}'
danh gia cua
hQ
v€ cha't lu'qng dich
Vl;l
sieu
thi do Co.opMart cung ung va tren co sd d6,
Co.opMart
se
nh~n
thuc du'qc nhfi'ng
ye"u
t6
nao
c6 tffm
anh
hu'dng
m;;tnh
de"n
muc
d()
thoa
man

cua
ngu'oi tieu dung, nhfi'ng
ye"u
t6
nao
con
ye"u
kern
dn
phai khilc
ph1;1c.
A!' ,.,., ? "
7.
KET
CAU
CUA
LUJ).N VAN
Ngoai loi Md
dffu
va
Ke"t
lu~n
,
ke"t
ca'u
lu~n
van
bao
g6m
4 chuang

chinh nhu' sau:
Chudng
1:
Co
sd ly
lu~n
lien
quan
de"n
slf tho a
man
cua
khach hang v€ cha't
luqng dich
v1;1
sieu
thi.
Chuang
2:
Phan tich
thl}'c
tr;;tng
ho;;tt
d()ng cung ca'p cac dich
Vl;l
cua
h~
th6ng
sieu
thi Co.opMart.

Chuang 3:
Danh
gia muc
d()
thoa man nhu
cffu
cua khach hang khi
sii'
d1;1ng
dich
V\1
sieu
thi
cua
h~
th6ng
sieu
thi Co.opMart
t;;ti
thanh
ph6
H6 Chi
Minh.
Chudng 4: D€ xua't m()t
s6
giai
phap
nh~in
nang cao muc
d()

thoa man
cua
khach
hang
v€ cha't lu'qng dich
V\1
sieu
thi
t;;ti
h~
th6ng Co.opMart d thanh
ph6
H6 Chi Minh.
- 1 -
CHtiUNG
1:
cd
s«l
LV
LU4N LIEN
QUAN
afN
sv
THOA
MAN
CUA
KRACH
HANG
va
CHAT

LtiQNG
DICH
V1J
smu
THI
1.1.
KIIAI
QUAT
v£
DJCH
vv
vA
KHAcH HANG TRONG
THJ
TRlf<lNG BAN
LE
T~
cAc
SIEU
THJ
1.1.1.
KHAt
NleM
VE
sAN
PHKM
-
DICH
vu
Con nguoi thoa

man
nhu cfiu va uoc mu6n
cua
mlnh
b~ng
san
phgm. San
philm (product)
du<Jc
dinh nghia la ba't ky thu gl c6
th~
dem chao
ban
d~
thoa
man
nhu cfiu
ho~c
mong mu6n
cua
con nguoi.
Nhu
v~y,
theo nghia
r(>ng,
thu~t
ngu
san
phgm dung
d~

chi cho ca
loe;ti
sdn phtlm hilu hznh (hang
h6a
- goods) va sdn
phdm
vo
hznh (djch
v~-
services), con nghia hyp chi dung
d~
chi
san
phgm
huu hlnh. N6i
m<)t
each
t6ng quat,
san
phgm
du<Jc
chia lam hai nh6m chfnh theo muc
d(>
huu hlnh
-
cua chung, (1)
san
phgm
huu
hlnh va (2) dich Vl,l. Tuy nhien, khong c6

m(>t
ranh
gioi r5
rang
giua
san
phgm huu hlnh va dich Vl,l. C6 nhung
san
phgm
c6 muc
d(>
YO
hlnh ra't cao
nhu
tu
va'n, c6 nhung
san
phgm
huu
hlnh ra't cao
nhu
mu6i
an
va c6
nhung
san
phgm rna muc
d(>
huu hlnh
va

YO
hlnh hfiu
nhu
ngang nhau
nhu
nha
hang.
Trong khuon kh6
lu~n
van
nay, khai
ni~m
san
phgm
chu ye'u
du<Jc
hi~u
du'oi
de;tng
dich
v1,1.
Va theo ly thuye't
v~
marketing dich
v1,1,
djch
VZJ(services)
1
la
nhung

hoe;tt
d(>ng
hay
l<Ji
fch rna doanh
nghi~p
c6
th~
c6ng hie'n cho khach hang
nh~m
thie't
l~p,
cling
c6
va
md
r(>ng
nhung quan
h~
d6i tac
Hiu
dai
voi khach hang;
vi
dl,l
h~
th6ng Co.opMart cung ca'p cho khach
hang
mua
s~m

C1
sieu thi
cua
mlnh
m9t
s6
dich
V\1
nhu: dich
V\1
gm
thl;t'c
te;ti
sieu thi, giao hang
t~n
nha, vui choi giai tri
te;ti
sieu
thi

Dich
V\1
c6
b6n
d~c
di~m
co
ban
sau:
- Tfnh vo hznh (intangibility): Phfin Ion dich

Vl,l
du<Jc
xem
la
san
phgm
YO
hlnh,
khong
th~
can, dong, do, de'm,
thii'
nghi~m
va
ki~m
dinh truoc khi mua. Vi tfnh
cha't nay, dich
v1,1
da gay,ra't
nhi~u
kh6
khan
cho
vi~c
quan
ly
hoe;tt
d(>ng
cung
1

Philip K. & Gary A.(2004), Nhilng nguyen
ly
tilp
thi-
t{jp
2,
tr.502
-2-
d(p
dich
Vl},
cho
ho;:tt
dong marketing dich
V\1
va cho
vil$c
nh~n
bie't dich
Vl}.
Do
d6,
d~
nh~n
bie't dich
V\1
thong thuong
phai
thong qua nhfi'ng co
sd

v~t
cha't ky
thu~t
trong
moi
tr\tong dich
Vl},
chi\ng
h;:tn
nhu
cac
trang thie't bi, dl}ng
Cl},
anh
sang,
mau
sa:c
va
dfj.c
bi<$t
la con nguoi c6 quan
hi$
tn;tc tie'p toi
ho;:tt
dong cung
cffp dich
Vl}
CUa
doanh nghil$p.
- Tinh khong

thi
tach ly (inseparability): Nghia la
san
xua't va
tieu
thl}
dO'i
voi
nhi~u
lo;:ti
hlnh dich
Vl}
thl khong
th~
tach roi. Cha't luqng
cua
dich
Vl}
khong
th~
san
XUfft
trong nha may, r6i
chuy~n
nguyen
hil$n
tr;:tng
dich
Vl}
de'n

khach
hang. Ne'u
mot
huang
d~n
vien
cung
cffp
dich
Vl}
du lich thl
nhan
vien
d6 la
mot
phffn
CUa
dich
Vl}
nay
Va
d6ng thoi, khach
hang
cfing
CO
mfj.t
khi dich
Vl}
dUQC
"san

xua't". Do d6, c6
th~
tha'y tuang tac giua nha cung cap - khach hang
(provider-customer) Ia
mot
dfj.c
trung chuyen bil$t
cua
marketing dich
Vl}.
- Tinh khong dbng
nhdt
(heterogeneity):
dfj.c
bil$t
la
dO'i
voi nhfi'ng dich
Vl}
c6
ham
lu<Jng
cao
v~
sac lao dong
cua
con nguoi.
Bi~u
nay
c6 nghia la cha't

lu<Jng
dich
V\1
ph\1
thuoc
vao
ai cung ca'p chung, cung ca'p khi nao,
C1
dau
va
b~ng
each
thuc
nhu
the' nao.
Hay
n6i each
khac
san
pham
djch
Vt;l
khong
tieu
chuan
boa
dtiqc.
Vil$c
doi hoi cha't
lu<Jng

phl}c
V\1
d6ng nha't
tu
doi ngu
nhan
vien
cung
se
ra't kh6
dam
bao.
Ly
do la nhung gl rna cong ty
dl;t'
dinh
phl}C
Vl}
thl c6
th~
hoan
toan
khac
voi nhung gl rna khach
hang
nh~n
du<Jc.
- Tinh khong
thi
tbn kho (service perishability): Nguoi ta khong

th~
ca't
tru
dich
V\1
d~
ban
hay
sli'
dl}ng
v~
sau, cung khong
th~
v~n
chuy~n
dich
V\1
tu
khu
vrf.c
nay
.de'n khu
Vl;t'C
khac. Tinh chfft
nay
cua
dich
Vl}
khong trd
thanh

vffn
d~
khi
nhu
cffu blnh 6n, nhung
vao
nhfi'ng luc cao
di~m
hofj.c
tha'p
di~m
thl chung
se
khie'n
cac
cong ty dich
V\1
gfj.p
nhi~u
kh6 khan, vi
d\1
xe
do chd
hanh
khach
v~
que
an
Te't thl dffy kin nhung chuye'n
ngu<Jc

l;:ti
thl ra't va:ng khach

N6i
tom
l;:ti,
trong
bO'i
canh
thi truong
c;:tnh
tranh gay
ga:t
nhu
hil$n
nay,
vil$c
dffu
tu
co
sd
h;:t
tffng, trang thie't
bi-
cong
nghl$
hil$n
d;:ti,
cung ca'p
san

phifm
dam
bao
cha't
lu<Jng,
thie't ke'
bao
bl dyp

khong con la
l<Ji
the'
cua
rieng doanh nghil$p
nao.
Do d6, m()t ye'u to' co't loi giup
t~o
nen
lqi the'
c~nh
tranh
cho
cac
doanh
nghi~p
nay
chinh Ia
nang
cao cha't ltiqng djch Vt;I cung ca'p cho
cac

khach
hang,
hay n6i
ro
hon la
t;:to
ra
gia tri va
sl;t'
hai
long cho
khach
hang. Phffn trlnh
bay
tie'p
theo xin
du<Jc
danh
cho
nhan
v~t
trung
tam
nay-
d6 chinh la khach hang.
-3-
1.1.2.
KHAI
QUAT
V~

KHACH
HANG
1.1.2.1. Khili
ni~m
v~
khileh hang
Du'oi g6c nhln
cua
marketing,
t~p
hqp nhung ngu'oi
ban
(nha
san
xua't, nha
cung ca'p

)
t~o
thanh nganh kinh doanh va
t~p
hqp nhung ngu'oi mua (khach hang,
ngu'oi
tieu
dung)
t~o
thanh thi tru'ong. Vl
v~y,
thu~t
ngu

thi tru'ong
va
khach
hang
c6 cling nghia trong marketing
va
chung du'qc dung thay the' cho nhau.
Khach
hang
(customers) hay thj trllilng (market), theo quan
di~m
cua
marketing, du'qc
hi~u
la
t~p
hqp
cac
ca nMin
hay
t6 chuc c6 mong muo'n mua
m(>t
san phffm
nao
d6
d~ nh~n
du'qc nhung lqi ich thoa
man
mQt
nhu cftu, u'oc muo'n

ct;t
th~
va
c6 kha
nang
(tai chinh, thoi gian

)
d~
tham gia giao dich nay. Theo nghia
r(>ng,
thi tru'ong
bao
g6m
cac
khach
hang
hi~n
t~i
va khach
hang
ti6m
nang
v6
m(>t
san phffm
nao
d6.
1.1.2.2.
Giil

tri
eua
khilch
hang
Khach
hang
thu'ong
phai
do'i
di~n
voi
m(>t
lo~t
cac
san
phffm
d~
thoa
man
cho
m(>t
nhu cftu
nao
d6
cua
mlnh. Giua vo so'
cac
san
phffm nay, h9 phcli
lt;t'a

ch9n
ra sao?
M(>t
trong nhung tieu chuffn cd
ban
d~
khach
hang
quye't dinh ch9n mua,
d6
la
dt;t'a
tren
cac
nh~n
thuc v6 gia
tq
rna
san
phffm
dem
l~i
cho
hQ.
V~y,
gia
tri
cua
san
phffm

du'QC
nh~n
thuc bdi khach
hang
la gl?
Gia trj cua khach hang (customer
value/
la
st;t'
chenh
l~ch
giua gia
tri
rna
hQ
CO
du'QC
tu
Vi~C
SU
dt;tng
san
phffm (total customer value) va phi tdn
d~
CO
du'QC
san phffm d6 (total customer cost).
t65:~\gia
:tFi,,
,,

'f,,;.,lh"
~~,
;Y<
Trong nhi6u tru'ong hqp, khach
hang
kh6 pharr
doan
chinh
xac
va
khach
quan
v6
gia
tri
cling nhu' gia ca
cua
san
phffm. Khi d6
d~
h6
tr<;1
cac
quye't dinh
mua cua khach hang, thu hut khach
hang
moi,
lu'u
giu
khach

hang
cu

doanh
nghi~p
cftn
phai
lam
tang
them
phftn "gia
tri
mang
l~i
cho khach
hang"
thong qua
cac
ho~t
d(>ng
dich
Vt;l
khach hang.
2
Philip
K.
& Gary A.(2004), Nhrlng nguyen
ly
tie'p
thj-

tqp
1,
tr.35
-4-
1.1.2.3. Djch
vy
khach hang
B6i
voi bfft
ky
doanh
nghi~p
kinh doanh
san
ph~m
hii'u
hlnh hay-dich
Vl,l,
dich
Vl,l
khach
hang
la m()t cong
Cl,l
t~O
cffu n6i giii'a khach
hang
Va
thlicJng
hi~U

cua doanh
nghi<$p.
M~c
du c6 m()t so'
di~m
gio'ng
nhu
dich vv nhung dich vv khach
hang
c6 m()t so'
di~m
d~c
bi<$t
rieng, Capon va
Hulbere
dinh nghia
nhu
sau:
Djch
V(l
khach hang (customer service) la nhii'ng
hanh
d()ng
ho~c
thong tin
do doanh
nghi<$p
dua ra, c6
d~c
di~m

la
VO
hlnh va
lam
gia tang gia
tri
cua
thucJng
hi<$u
(san
ph~m
hii'u
hlnh
ho~c
dich
Vl,l).
Cha't luqng
cua
dich
Vl,l
khach
hang g6p
phgn thuc
d~y
mo'i quan
h~
giii'a doanh
nghi<$p
va
khach hang.

Dich
Vl,l
khach
hang
bao g6m
cac
dich
Vl,l
truoc, trong va sau khi
ban
hang:
- Giai
doc;zn
tnMc
khi
ban
hcmg: dich
Vl,l
khach
hang
giai
do~n
nay
duqc
hi~u
Ia
nhii'ng
ho~t
d()ng cung ca'p thong tin
v~

san
ph~m-
dich vv cho khach hang
h;t'a
chQn thong qua
lOi
tlt vffn, gioi
thi<$u
cua
ngltoi
ban
ho~c
qua
cac
cong
Cl,l
chieu
thi
nhu
quang ba, gioi
thi<$u,
gay
sl;t'
chu y

- Giai
doc;zn
trong khi
ban
hang: dich

Vl,l
khach
hang
trong giai
do~n
nay
th~
hi<$n
qua phucJng thuc giao dich "m()t clta
"'
la
sl;t'
thanh toan
ti<$n
lqi, la thai
d()
an
cffn,
nhi<$t
tlnh,
ni~m
nd
CUa
nhan
vien
phl,IC
Vl,l

- Giai
doc;zn

sau khi ban hang: dich
Vl,l
khach
hang
giai
do~n
nay
duqc
hi~u
la
nhii'ng
ho~t
d()ng giup khach
hang
slt dvng
san
ph~m,
gic?ti
quye't nhii'ng va'n
d~
kh6
khan
ho~c
than
phi~n
til'
khach hang, tham hoi chuc mung khach
hang
trong nhung dip
d~c

bi<$t

1.1.2.4.
T~i
sao
cin
phai quan
tam
cham
soc
khach
hang?
Ngay
nay,
cac
cong ty thanh cong
tren
thi truong
d~u
la nhii'ng cong ty chu
tr9ng de'n
vi~c
giu
gln khach hang.
Nhi~u
thi truong da
d~t
de'n giai
do~n
bao

hoa
va
ch&ng
con
nhi~u
khach hang moi tham gia.
C~nh
tranh gia tang, phi t6n
d~
thu
hut
khach
moi cling ngay m()t cao. Trang
cac
thi truong d6, phi t6n thu
hut
khach
hang moi
c6
th~
cao ga'p
nam
1gn
so voi
vi<$c
giii'
sl;t'
hai
long
cua

khach
hang
cfi
4
.
Ho~t
d()ng "ta'n
cong"
khach hang moi, n6i chung, t6n kern
hcJn
ho~t
d()ng
"bao
(
v<$"
khach
hang
cfi, bdi
phai
ma't ra't
nhi~u
n6
ll;t'c
va
ti~n
b~c
d~
"d6
ng9t"
duqc

khach
hang
da
hai
long
cua
do'i
thu
c~nh
tranh chiu bo sang
lam
khach
hang
cua
mlnh.
3
Capon
N.
&
J.
Hulbert (2001), Marketing management in the 2l''century, p. 469
4
Philip K. & Gary A.(2004), Nhflng nguyen
ly
tie'p
thi-
tqp
1,
tr.46
-5-

Tntoc
day,
nhi~u
doanh nghil$p chi chu y de'n
hoc;tt
dqng truflc khi
ban
va
hoc;tt
dqng trong khi
ban
hang,
chu
ch~ng
phai
hoc;tt
dqng sau khi dii ban. Tuy
nhien,
ngay
nay
da
c6
nhi~u
cong ty
nh~n
ra
tffm quan trQng
cua
vil$c
giu

gin
khach
hang
hil$n
t~i.
Nguoi ta
nh~n
m~nh
vao
vil$c
girl
gzn
quan
h~
cil
ben
c~nh
vil$c
t~o
ra
giao djch mfli. Theo
m<)t
bao
cao cua
Reicheld va
Sasser
(2004 ),
b~ng
each
giam

du'<JC
5%
sfS
khach bo di,
cac
doanh nghil$p da
CO
th~
cai
thil$n
l<Ji
nhu~n
cua
minh
len
tu
25 -7 85%. Nhu'
v~y.
each
tie'p
c~n
t6t nha't
d~
giu
gin
khach
hang
chinh la quan
tam
cham

s6c khach
hang
va
d6ng thoi, mang
l~i
cho
hQ
Slj
hai
long
va
thoa
man
cao
nh~t
V~
Ch~t
lu'<Jng
san
ph~m
- dich
Vt;l
CUa
doanh
nghil$p.
1.3.1.
THI
TRUtlNG
BAN
U~

VA
LO&I
HlNH
KINH
DOANH
SIEU
THI
1.3.1.1. Thi tntang ban
Ie
(thi
tntang hang tieu dung)
Thi trllilng ban
le
(hay thi trztilng himg tieu
dung-
consumer
market/
bao
g6m
t~t
ca
cac
ca
nhan
va h9 gia dinh mua
sAm,
tieu dung
hang
h6a
ho~c

sii'
dt;tng
dich
Vt;t
cho
mt;tc
dich tieu dung ca
nhan
(tieu dung trljc tie'p). Thi tru'ong tieu dung
c6 nhung
d~c
tru'ng co
ban
sau:
-
La
thi tru'ong c6 quy mo Ion
va
thu'ong xuyen gia tang.
-
Cac
khach
hang
r~t
khac nhau
v~
tu6i tac, gioi tinh, thu
nh~p.
trlnh d9
van

h6a,
sd
thich

da
t~o
nen
slj phong phu va da
d~ng
v~
nhu cffu ciing nhu' u'oc mu6n
trong
vil$c
mua
sAm,
sii'
dt;tng
san
ph~m.
-
Cac
quye't dinh mua
cua
ngu'oi tieu dung mang tinh
ch~t
ca nhan. V
oi
hQ,
mua
sAm

khong chi don gian la tieu dung rna
cang
ngay
n6 cang
du'<Jc
xem
nhu'
m9t
"nghl$
thu~t
s6ng"
ho~c
"m9t
slj tlj
th~
hil$n
".
Vi<$t
Nam
voi
dan
s6 hon 80
tril$u
ngu'oi va voi doanh s6 nganh
ban
le nhung
nam gffn
day
d~t
khoang 300.000 ty VND

6
dang la
di~m
de'n
h~p
d~n
khong chi
voi
cac
don vi trong nu'oc rna con voi
cac
nha
phan
ph6i
le
nu'oc ngoai.
Ho~t
d<)ng
ban
le
t~i
Vi<$t
Nam
hil$n
nay
r~t
nh9n nhip voi ra't
nhi~u
lo~i
hinh

nhu':
-
Ban
le
t~i
cii'a hang, vi
dt;t:
sieu thi, trung
tam
thu'ong
m~i.
cii'a
hang
t6ng
h<Jp,
cii'a
hang
chuyen doanh,
ch<J

Ban
le
khong qua cii'a hang, vi
dt;t:
ban
hang
t~n
nha,
ban
hang

qua
m~ng

5
Philip K. & Gary A.(2004), Nhllng nguyen ly tie'p
thj-
tqp
1,
tr.262
6
Ngu6n: Nien gidm thOng ke 2004,
T6ng
Cl)c Tho'ng
Ke
-6-
-
Ban
It~
dich
Vl,l,
vi
dl,l:
cho thue phong khach
s~n.
khu vui choi gilti tri,
gi~t
ui,
rii'a
xe, du lich

Trong
cac
lo~i
hlnh tren, hlnh thlic
ban
It~
qua
cac
sieu
thi dang tung bu'oc
the'"
ch6 dffn
lo~i
hlnh
ban
u~
truy~n
th6ng
(J
Vi~t
Nam-
d6 la
ch<j-
va ngay
cang
cho tha'y
day
la xu
the"
kinh doanh ta't

ye"u
khi
n~n
kinh
te"
da't nu'oc
ngay
cang
6n
dinh va
phat
tri~n.
1.3.1.2. Khid quat
v@
sieu thi
Theo
Philip Kotler "Sieu thj (supermarket) la nhii'ng cii'a
hang
tlf
ph1,1c
v1,1
tu'ong d6i Ion
v~
di~n
tich
m~t
b~ng,
cling nhu'
v~
doanh

s6
ban
hang;
ban
le
nganh
hang
tht;(c
phffm
va
phi
tht;(c
phffm;
CO
nhi~U
gian
hang
du'QC
phan
lo~i
m(}t
each
khoa
hQC
va
ti~n
d1,1ng
va
dam
bao

dffy
du nhu cffu tieu dung
hang
ngay"
Con
(J
Vi~t
Nam, theo each
hi~u
ph6
bie"n:
Sieu
thi Ia cii'a
hang
ban
le
kinh
doanh theo
phu'ong thlic
tt;t'
ph1,1c
Vl,l,
co
sCJ
v~t
cha't tu'ong d6i
hi~n
d~i,
ban
nhi~u

m~t
hang
dap
ling nhu
cffu
tieu dung
hang
ngay nhu'
tht;t'c
ph~m.
d6 dung gia dlnh
va
cac
v~t
ph~m
khac.
N6i chung,
cac
khai
ni~m
tuy c6
khac
nhau nhu'ng
d~u
thO'ng
nha't
CJ
ch6 sieu
thi
la

m()t
lo~i
hlnh
ban
le
van
minh,
hi~n
d~i,
ngu'oi mua
hang
tt;t'
ph1,1c
v1,1
mlnh.
Lo~i
hlnh
nay
da
du'<jc
hlnh thanh va
phat
tri~n
CJ
Hoa Ky
tu
nhii'ng
nam
30
cua

the"
ky
XX
va
sau d6
trCJ
nen
ph6
bie'"n
(J
nhi~u
nu'oc
tren
the"
giOi.
Rieng
(J
Vi~t
Nam,
de'"n
t~n
nhii'ng
nam
1990 moi
b~t
dffu
du
nh~p
hlnh thlic kinh doanh moi
me

nay
vao.
Cac
d~c
tru'ng cua m()t sieu thi:
vi
hcmg h6a: kinh doanh sieu thi doi hoi
phai
c6 m()t danh
m1,1c
hang
h6a
ra't
da
d~ng
len
toi hang
ngan
m~t
hang, chia
lam
hai nh6m chinh la
"hang
tht;t'c
phffm" va "phi
tht;t'c
phffm". N6i each khac, m()t
sieu
thi dung nghia
gffn

nhu'
phai
dap
ling
hoan
toan nhu
cffu
tieu dung
cua
ca
nhan
ho~c
h()
gia dlnh trong
sinh
ho~
t
hang
nga
y.
Vi
ca
siJ
v(lf
chlft
h(l
tdng: Co
sCJ
v~t
cha't

cua
m()t sieu thi doi hoi
nhi~u
ye"u
t6
"cao ca'p" hon
ch<j
v~
vi tri,
m~t
b~ng,
trang
thie"t
bi

V~
vi tri,
cac
sieu thi
thu'C1ng
du'<jc
d~t
(J
cac
khu trung
tam
mua
s~m.
thu~n
ti~n

du'ong giao thong di
l~i.
V~
m~t
b~ng,
cac
sieu thi
phai
d~t
nhii'ng tieu
chu~n
t6i
thi~u
v~
di~n
tich
ben
trong sieu thi va c6
bai
giii'
xe
r()ng
rai
theo dung quy dinh
cua
cac
co quan
quan ly thu'ong
m~i
t~i

dia phu'ong.
B~c
bi~t,
m()t sieu thi doi hoi
phai
c6 n()i
-7-
thfft trang tri
dyp
Va
du'QC
trang
bi
dffy du
cac
phu'ong
ti~n
phl,IC
Vl,l
ban
hang
hi~n
d~i
nhu':
h~
tho'ng diSu
hoa
nhi~t
d(),
may

tinh tiSn,
h~
tho'ng cffp
dong

-
Ye'u
t(/
tl:(
phf!,C
Vf!,.'
day
la m()t
di[ic
tru'ng
n6i
b~t
cua
sieu
thi so
voi
ch<;j
truySn
th6ng.
d
ch<;J,
khach
hang
se
du'<;Jc

nguoi
ban
ph1,1c
v1,1,
con
d
sieu
thi, ngu'oi
tieu
dung
hoan
toan
quye't dinh
vi~c
ll,l'a
ch<;>n
mi[it
hang,
so'
lu'<;Jng,
chung
lo~i
va
tl,l'
dem
hang
ra
tinh tiSn
C1
cac

Cash
(Thau
ngan). Chinh diSu
nay
se
t~o
tam
ly
thoiii
mai,
kich thich,
kheu
g<;Ji
sl,l'
chu d()ng,
long
ham
mu6n
mua
s~m
cua
khach
hang
vl
khong
phcli
b~n
tam
de'n
vi~c

hoi
gia, tra
gia,
de'n
anh
m~t
"soi
m6i"
cua
ngu'oi
ban
ne'u
10
ngu'oi
mua
khong
ch<;>n
du'<;Jc
m6n
hang
ung y.
V~
quy mo
hot;~t
dqng:
Sieu
thi cffn phiii c6
quy
mo
tu'ong

d6i
IOn.
Do
quan
di~m
Iffy
ty sua't
l<;Ji
nhu~n
va
chi phi thffp
lam
co
sd
cho
ho~t
d()ng kinh
doanh
nen
doi
hoi
sieu
thi cffn
phai
c6 quy
mo
h<;Jp
ly
moi
c6

th~
tieu
thl,l
du'<;jc
kh6i
lu'<;Jng
hang
h6a
IOn,
dud~
bU.
d~p
chi
phi
kinh doanh.
Ngay
nay,
khach
hang
de'n
mua
s~m
d
sieu
thi
khong
chi
d~
ch<;>n
mua

nhfi'ng
thu
cffn thie't
dem
ve
nha,
rna n6
con
la
m()t thu vui, m()t
sl,l'
giai
tri
hoi[ic
dip
sinh
ho~t
cu6i
tuffn
cua
ca
gia dlnh.
Do
d6,
doanh
nghi~p
kinh
doanh
sieu
thi

khong
chi don
gian
Ia
tlm
du'<;Jc
th~t
nhiSu
hang
d~
bay
len
k~
hoi[ic
dinh gia rfft
c~nh
tranh so voi
ch<;j
d~
thu
hut
khach
hang,
rna
con
phcli bie't
t~o
ra
"chfft
lu'<;Jng

dich
v1,1
sieu
thi ".
1.2.
CHAT
LU'QNG
DICH
vv
SIEU
THI
vA
sv
THOA
MAN
cuA
KHACHHANG
Cha't
lu'<;jng
cua
cac
hang
h6a
va
dich
Vl,l
tu
lau
da
la

m6i
quan
tam
cua
nhiSu ngu'oi.
Trong
khi cha't
lu'<;Jng
hang h6a
(scm
phtlm hilu
hznh)
d~
dang
du'<;Jc
ki~m
soat
bdi
cac
nha
quan
tri thl
ngu'<;Jc
l~i,
chfft
lu'<;Jng
dfch
Vf!,
(
sdn

phtlm
vo
hznh)
l~i
ra't truu
tu'<;Jng.
Do
d6,
vi~c
nh~n
thuc,
ki~m
tra
va
danh
gia
cha't
lu'<;Jng
trong
IInh vlfc dich
v1,1la
vffn
de
IOn
di[it
ra
do'i
voi
cac
nha

nghien
cuu.
1.2.1.
CHAT
LU'QNG
DICH
VU VA
CHAT
LUONG
DICH
VU
SIEU
THI
1.2.1.1.
Cha't
lu'<1ng
dich vy
Vl dich
Vl,l
la
san
phgm
vo hlnh
nen
vi~c
danh
gia chfft
lu'<;Jng
dich
Vl,l

se
rfft
kh6
khan
so
voi
danh
gia cha't
lu'<;Jng
san
phgm
huu
hlnh.
Theo
Svensson
7
,
cha't
lu'<;jng
dich
Vl,l
th~
hi~n
trong
qua
trlnh tu'ong
tac
gifi'a
khach
hang

Va
nhan
vien
CUa
-8-
cong ty cung ca'p dich
V\1.
Theo
Lehtien
8
,
cha't
lu<Jng
dich
V\1
phai
du<Jc
danh
gia
tren
hai
khia
c~nh
la
(1)
qua
trlnh cung ca'p dich
Vl;l
Va
(2) ke't

qua
cua
dich
Vl;l.
Con
theo
Parasuraman
&
cac
tac
gia
9
,
buc
tranh
t6ng
th~
v~
cha't
lu<Jng
dich
Vl;l
duqc
cam
nh~n
bC1i
khach
hang
th~
hi~n

qua
mo
hlnh 10
thanh
ph~n
sau:
1.
Tin cqy (reliability):
n6i
len
kha
nang
thlfc
hi~n
dich
Vl;l
phil
h<Jp
va
dung
thoi
h~n
ngay
l~n
d~u
tien.
2.
Dap
ring (responsiveness): n6i
len

Slf
mong
mu6n
va
san
sang
cua
nhan
vien
phl;lc
V\1
cung ca'p dich
V\1
cho
khach
hang.
3. Nang life
ph~J-c
v~J-
(competence):
n6i
len
trlnh
d()
chuyen
mon
d~
thlfc
hi~n
dich

Vl;l
CUa
nhan
vien
giao dich trlfc tie'p
VOi
khach
hang,
nhan
Vien trlfc
tie'p thlfc
hi~n
dich
Vl;l.
4.
Tie'p
cqn (access):
lien
quan
de'n
vi~c
t~o
m9i
di~u
ki~n
d~
dang
cho
khach
hang

tie'p
C~n
VOi
dich
Vl;l
nhli
rut
ngi\n thoi gian cho
d<Ji
CUa
khach
hang,
dia
di~m
phl;lc
V\1
va
gio
mC1
cli'a
thu~n
l<Ji
cho
khach
hang.
5. Ltch
Slf
( courtery
):
n6i

len
cung
each
phl;lC
Vl;l
ni~m
nC1'
ton
trQng
va
than
thi~n
voi
khach
hang.
6.
Thong tin (communication):
lien
quan
de'n
vi~c
giao tie'p,
thong
d~t
cho
khach
hang
bilng
ngon
ngu

h9
d~
dang
hi~u
bie't
va
lilng
nghe
h9
v~
nhung
va'n
d~
lien
quan
de'n h9
nhu
giai
thich dich
V\1,
chi phi,
giai
quye't khie'u
n~i,
thilc mile.
7. Tin
nhi~m
(credibility):
n6i
len

kha
nang
t~o
long
tin cho
khach
hang,
lam
cho h9 tin
c~y
vao
doanh
nghi~p.
Kha
nang
nay
th~
hi~n
qua
ten
tu6i, uy tin
thlidng
hi~U
CUa
doanh
nghi~p,
nhan
each
CUa
nhan

vien
dich
V\1
giao tie'p
trlfc tie'p voi
khach
hang.
8.
An toim (security):
lien
quan
d~n
kha
nang
bao
dam
slf
an
toan
cho
khach
hang
th~
hi~n
qua
slf
an
toan
v~
v~t

cha't,
t6ng
c()ng
cung
nhu
d()
bao
m~t
thong tin.
9.
Hiiu
bie't khach hang (knowing the customer):
th~
hi~n
qua
kha
nang
hi~u
bie't nhu
c~u
cua
khach
hang
thong
qua
vi~c
tlm
hi~u
nhung
doi hoi

cua
khach
hang,
quan
Him
de'n
ca
nhan
h9
va
nh~n
d~ng
du<Jc
cac
khach
hang
thuong xuyen.
7
Svensson,
G.
(2002), A triadic network approach to service quality, Journal
of
Services Marketing, p.158
8
Lehtinen,
U.
(1982), Service quality: A study
of
quality dimensions, Working paper, Finland
-9-

10. Phuong
tifn
hllu hznh (tangibles):
th€
hi~n
qua
ngo~i
hlnh,
trang
phl;IC
cua
nhan
vien
phl;lc
Vl;l,
cac
trang thie't bi phl;lc
Vl;l
cho dich
Vl;l

Mo
hlnh 10
th~mh
phffn
cua
cha"t
ht<jng dich
Vl;l
neu

tren
c6 U'u
di€m
la
bao
quat
hffu he't
mQi
khia
c~nh
cua
m()t dich
Vl;l.
Tuy
nhien, n6 c6
nhu'<Jc
di€m
la
phuc
t~p
trong
vi~c
do
lu'C1ng
va
m()t
s6
thanh
phffn
mang

tinh trung
l~p.
Chinh vl
v~y
m()t
s6
nha
nghien
cuu
da
ki€m
dinh
mo
hlnh
nay
va
di de'n ke't
1u~n
la
cha"t
ht<jng
dich
Vl;l
bao
g6m
5
thanh
phffn
ccJ
ban,

d6 la:
1.
Tin
ctJ_y
(reliability):
n6i
len
kha
nang
thl,fc
hi~n
dich
Vl;l
phu
h<;1p
va
dung
thC1i
h<;tn
ngay
lffn dffu tien.
2.
Ddp
ung
(responsiveness):
n6i
len
Slf
mong
mu6n

va
san
sang
cua
nhan
vien
phl;lc
Vl;l
cung
ca"p
dich
Vl;l
kiP
thC1i
cho
khach
hang.
3.
Nang
lf:(c
phlf,C
Vlf,
(assurance):
th€
hi~n
trlnh
d()
chuyen
mon
va

cung
each
phl;IC
Vl;llich
Slf,
ni€m
nd
VOi
khach
hang.
4.
Dbng
cdm
(empathy):
th€
hi~n
slf
quan
tam,
cham
s6c
de'n
tung
ca
nhan
khach
hang.
5.
Phuong
tifn

hllu hznh (tangibles):
th€
hi~n
qua
ngo~i
hlnh, trang
phl;IC
cua
nhan
vien
phl;lc
Vl;l,
cac
trang thie't
bi
phl;lc
Vl;l
cho dich
Vl;l.
Mo
hlnh "Nam thanh phan
cha't
lu'qng
dich
V\1"
tren
se
du'<jc
sa
dl;lng d

chu'cJng
3
d€
nghien
CUU
v€
ffiUC
d(}
thoa
man
CUa
khach
hang
khi
sa
dl;lng dich
Vl;l
sieu thi
t~i
h~
th6ng
sieu
thi Co.opMart.
1.2.1.2.
Ch't
ht~ng
djch
vy
sieu
thj

Cha't
htqng dich
V\J
sieu thi
du'<Jc
hi€u
la
toan
b()
nhung
ho~t
d()ng
hay
l<Ji
ich
tang
them
rna
sieu
thi
c6ng
hie'n cho
khach
hang
nh~m
thie't
l~p.
cling
c6
va

mC1
r()ng
nhung
quan
h~
d6i
tac
lau
dai
vOi
khach
hang
thong
qua
vi~c
t~o
nen
slf
h~ti
long
cho
khach
hang.
Vi
dl;l:
chu'cJng
trlnh
"Khach
hang
than

thie't"
cua
Co.opMart,
thai
d()
va
cung
each
phl;IC
Vl;l
khach
hang
cua
nhan
vien
sieu
thi

Theo
Hi~p
h()i
Ki€m
tra
Cha"t
lu'<jng
Hoa
Ky
10
,
cha"t

lu'<jng
du'<jc
dinh
nghia
la
toan
th€
nhung
tinh
nang
Va
thUQC
tinh
CUa
m(}t
san
phffm
ho~c
dich
Vl;l
chua
dl,fng
kha
nang
lam
thoa
man
nhu cdu cua khdch himg.
Nhung
dinh nghia c6 tinh

dinh hu'ong
theo
khach
hang
nhu'
v~y
d€u
n6i
len
r~ng
m()t
doanh
nghi~p
d~t
cha"t
lu'<Jng
toan
di~n
Chi
khi
san
ph~m
hay
dich
Vl;l
CUa
doanh
nghi~p
d6
dap

ung
du
hay
9
Parasuraman,A.( 1985), A conceptual model
of
service quality and its implications
for
future research,
pAl
10
Philip
K.
& Gary A.(2004), Nhflng nguyen ly
tie'p
thj-
tqp
1,
tr.36
-10-
nhi~u
hon
mucky
v<;mg
ciia khach hang. Nhu'
v~y,
chfit
lu'Qng
djch
Vl;l

b~t
dftu
b~ng
nhu cftu ciia
khach
hang
va
ke't thuc
b~ng
slf
hai
long
(sl;t'
thoa
man)
ciia
hQ.
1.2.2.
SIS
THOA
MAN
CUA
KHACH
HANG
V~
CHKT
Lllf)NG
DICH
VU
SIEU

THI
1.2.2.1. S\f
thoa
min
cua
khach hang
St! thoa miin cua khach himg (customer satisfation) la
muc
d<)
tr~ng
thai
dim
giac
CUa
khach
hang
b~t
ngu6n
tU
Vi~c
SO
sanh
gia trj thu
du'QC
tU
san
phffm
(rna
khach
hang

cam
nh~n
du'QC)
voi nhung ky
VQng
ciia
hQ
v~
san
phffm d6.
Hay
n6i
each
khac,
muc
d<)
thoa
man
la
sl;t'
chenh
l~ch
giua ke't qua
thl;t'c
hi~n
va
ky
VQng,
CO
ba

ffiUC
d<)
thoa
man
sau:
Ne'u ke't
qua
thl;t'c
hi~n
ciia
san
phffm kern hon ky
VQng
ciia ngu'oi mua,
hQ
se
bt
thcit
w;ng.
Ne'u ke't
qua
tht;(c
hi~n
ciia
san
phffm tu'dng ling voi ky
VQng
ciia ngu'oi
mua,
hQ

se
hili long.
Ne'u ke't
qua
tht;(c
hi~n
ciia
san
phffm
nhi~u
hdn ca ky
VQng
ciia ngu'oi
mua,
hQ
se
phdn khich.
Nhung cong ty c6
ho~t
d<)ng
marketing xufit
s~c
rfit
d1;1ng
cong dS
giu
cho
khach
hang
ciia

hQ
luon
hai
long vl nhung khach
hang
nay
khong nhung
se
tie'p
tl;lc
trung thanh voi cong ty rna con tuyen
truy~n
cho nhung ngu'oi
khac
nghe
v~
nhfi'ng kinh
nghi~m
t6t dyp ciia
hQ
d6i voi
san
phffm.
Di~u
mdu ch6t chinh la lam
cho
ky
w;mg
nguili mua phu hqp
wJi

khd nang thf!c hi¢n cua cong ty. Nhtl'ng doanh
nghi~p
khon
ngoan
huang
vao
vi~c
lam
vui long khach
hang
b~ng
each chi
hua
nhfi'ng gl
hQ
c6 thS mang
l~i
du'Qc,
va
r6i
hQ
dem
de'n cho khach
hang
con
nhi~u
hon nhfi'ng gl
hQ
hua.
Slf thoa

man
ciia khach
hang
khi
sii'
d1;1ng
dich
v1;1
sieu
thi la
m<)t
khai
ni~m
rfit tu'dng d6i vl n6 tuy
thu<)c
vao
nang
sufit
tht;(c
hi~n
rna khach
hang
cam
nh~n
du'Qc
tu
m<)t
djch
V\1
do

sieu
thi cung cfip so voi ky
VQng
ciia
ban
than
hQ.
Ch~ng
h~n,
cling
m<)t
kiSu g6i
qua
do
nhan
vien
sieu
thi
thl;t'c
hi~n
nhu'ng 2 khach
hang
khac nhau
se
cho
nh~n
xet
khac
nhau,
m<)t

ngu'oi
danh
gia
m6n
qua
du'Qc
g6i rfit
dyp, con nguoi
kia thl cho
r~ng
chua
d~t
yeu
cftu. Cho nen,
srf.
hai
long
cua
khach
hang
co
quan
h~
mi,H
thie't voi cha't
h.tc;tng
<Jich
Vl}.
1.2.2.2.
Sv

thoa
man
cua
khach
hang
v~
ch~t
lu'qng djch
V\1
sieu thj
M<)t
khach
hang
khi de'n mua
s~m
t~i
sieu
thi
khong don gian ch1la
mua
san
ph~m
Cl;l
thS
nao
d6, rna
hQ
mua gia tri mong dqi
ta
san phdm d6. Gia tri mong

d<;1i
-11-
nay
cao
hay thffp
ph1,1
thUQC
vao
ho~t
dt)ng dich
Vl,l
khach
hang
rna
sieu
thi cung
ca'p cho khach. Co
th~
tha'y r6
hcJn
Slf
mong dqi
cua
khach
hang
anh
hu'dng nhu' the'
nao de'n dich
Vl,l
khach

hang
thong qua
vi<$c
nghien
CUU
3
cffp
dQ
"hoa
than"
CUa
ffiQt
san
phffm du'qc kinh doanh trong
sieu
thi:
Thanh
ph&n
"wJt
chdt" cua sdn phdm: la phffn
xac
cua
san
phffm dung
d~
mua
ban. Vi
d1,1:
dffu
gQi

dffu, thlfc phffm dong ht)p, quffn
ao
may
san

Thanh
ph&n
"mong dr;!i" cua sdn phdm:
bao
g6m
cac
dich
Vl,l
CQng
them
vao
cho
san
phffm
du'QC
kinh doanh trong
sieu
thi. Vi dv:
tu'
va'n
sli'
dvng my phffm, giao
hang
t~n
nha cho khach, thanh toan bAng the

- Thanh
ph&n
"tang them" cua sdn phdm: la nhung dich vv vu'qt
qua
slf mong dqi
cua
nguoi mua,
bao
gt)p t6ng
s6
cac
lqi ich do
san
phffm mang
l~i.
Vi
d1,1:
chuc
mung
nhan
dip sinh
nh~t
khach hang,
hi~u
du'qc
m6i
quan
Him
dfiic

bi<$t
cua
m6i
ca
nhan
khach hang,
chu'cJng
trlnh
"Khach
hang
than thie't"
cua
Saigon Co.op

Trang
hffu he't
cac
thi tru'ong
c~nh
tranh, thanh phffn
"tang
them"
cua
mt)t
san
phffm du'qc
tri~n
khai
t~i
mt)t sieu thi

ban
dffu, sau mt)t thoi gian
d8u
trd
thanh
thanh phffn "mong
dqi"
vl
cac
d6i thu
c~nh
tranh
se
mau
chong ba:t chu'oc
va
ke'
thua
cac
dich
Vl,l
tang
them
nay. Nhu'
v~y,
sieu
thi di
tien
phong cung
ung

dich
Vl,l
nay
se
khong con chie'm u'u the' nua.
Them
vao
do,
Slf
ky
VQng
cua
khach
hang
ve
cha't lu'qng dich vv khong ngung gia tang, do do, dich vv
khach
hang
cling
phai
la
mt)t tie'n
trlnh khong ngung d6i moi.
B6i
voi
ho~t
dt)ng
ban
le, ne'u
sieu

thi chi bie't
cung ca'p phffn
"v~t
cha't" cua
san
phffm
se
khong
th~
t6n
t~i
lau
dai.
San
phffm
mong dqi la
san
phffm
lam
cho khach
hang
hai
long voi ngu6n g6c xua't
xu
r6
rang,
dam
bao
cac
tieu chuffn chfft lu'qng theo quy dinh, gia ca hqp ly, dich

Vl,l
sau
ban
hang
t6t kern theo cha't lu'qng dich vv cao. Noi tom
l~i,
ngoai
vi<$c
chu trQng
de'n phffn "mong
dqi"
va phffn "tang
them"
CUa
dich
Vl,l
rna don vi mlnh cung cff p,
d~
duy trl va
phat
tri~n
vi the', mt)t
sieu
thi con cffn
phai
chu y hai
vi<$c
sau:
-
Mt)t la,

lien
tl,lC
c~p
nh~t
thong tin
ve
cac
thanh
phffn
"tang
them"
cua
san
phffm dich
Vl,l
tit
cac
d6i thu
c~nh
tranh. Chinh nhung
thanh
phffn
moi
nay
se
lam
giam
di u'u the' v6n co cua
sieu
thi mlnh.

-
Hai
la, thu'ong xuyen tlm kie'm y tu'dng
moi
d~
lien
tl,lc
t~o
ra nhung
san
phffm
dich
Vl,l
sieu
thi
dQC
dao
va
dcSng
thoi,
ho~ch
dinh
cac
chie'n
lu'QC,
ke'
ho~ch
ve
cac
san

phffm dich
Vl,l
ti8m
nang
chuffn
bi
cho
tu'cJng
lai.
\
-12-
T6M
TAT
CHU'dNG 1
Cd
sd
ly
lu~n
vS cha't lu'qng dich
Vl,l
cho tha'y'
sv
tho a
man
cua
khach
hang
V~
chfft lu'qng dich
Vl,l

phl,l
thUQC
VaO
khoang
each
giua
muc
dQ
ky
VQng
CUa
hQ
do'i
VOi
mQt dich
Vl,l
va
muc
d()
cam
nh~n
CUa
chinh
ban
than
hQ
do'i
VOi
dich
Vl,l

do.
Trong
khi
d6, cha't lu'qng dich
Vl,l
th€
hil%n
qua
5
thanh
phffn chinh
la:
mac dq
tin
cqy, mac dq dap ang, nang [f!c
phf!,C
Vf!,,
mac dq
dcJng
cam va phUdng ti¢n hflu
hznh.
Tuy
nhien,
do cha't
htqng
dich vv
khac
bil%t
nhau
d

tung
linh
vvc
dich vv
khac
nhau
hoi,ic d
tung
khu
VlfC
thi tnl'ong
khac
nhau, cho
nen
khi
V~n
d1,1ng
vao
thi
tntong
dich
vv
sieu
thi
t~i
thanh
pho'
H6
Chi
Minh

thl 5
thanh
phffn cha't lu'qng dich
vv
n6i
tren
du'qc
hi€u
theo
nhung
di,ic
tntng sau:
1.
Thanh ph&n Tin
ctJ_y
(reliability):
th€
hil%n
qua
uy
tin, thu'dng
hil%u
cua
m()t
sieu
thi du'qc
nh~n
dinh
bdi
khach

hang.
N6
n6i
len
kha
nang
thl,l'c
hil%n
cac
IOi
hua,
cam
ke"t
cua
sieu
thi do'i
voi
khach
hang.
2. Thanh ph&n
Dap
ang (responsiveness):
th€
hil%n
qua
thai
d(),
long
mong
muo'n

Va
Slf
sifn
sang
cua
nhan
vien
sieu
thi trong
vil%c
phl,lC
Vl,l
cho
khach
hang.
3. Thanh ph&n
Nang
lf!c phf!-c
Vf!-
(assurance):
th€
hil%n
trlnh
d()
chuyen
mon,
cung
each
ph1,1c
v1,1

lich
sl,l',
niSm nd,
nhil%t
tlnh
cua
mQi
nhan
vien
sieu
thi do'i
voi
khach
hang.
4. Thanh ph&n
D6ng
cam (empathy):
th€
hil%n
qua
sl,l'
quan
tam,
cham
soc
de"n
cac
yeu
cffu,
mong

muo'n
cua
tung
ca
nhan
khach
hang.
5. Thanh ph&n Phuong ti¢n
hilu
hznh
(tangibles):
th€
hil%n
qua
ngo~i
hlnh, trang
phl,IC
CUa
nhan
vien
phl,lC
Vl,l,
CaC
trang thie"t bi,
Cd
Sd
V~t
chfft
phl,IC
Vl,l

cho
ho~t
d()ng kinh
doanh
dich
Vl,l
sieu
thi.
Phffn
trlnh
bay
tie"p
theo
d chu'dng 2
se
cho tha'y r5
hdn
di,ic
tntng
cv
th€
vS
ho~t
d()ng kinh
doanh
sieu
thi
t~i
thanh
pho'

H6
Chi
Minh
thong
qua
buc
tranh
hil%n
tr~ng
cung ca'p dich
Vl,l
cua
hi%
tho'ng
sieu
thi
Co.opMart
(thu()c
Saigon
Co.op).
-13-
CHt1QNG2:
TfDJC
T~NG
HO~T
B()NG
CUNG
CAP
cAc
DJCH

VV
CUA
fit
TH6NG
SJEU
THJ
CO.OPMART
2.1.
Gll1I
THit:U T6NG
QUAN
H~
TH6NG SIEU
THI
CO-OPMART
2.1.1.
Gull
TH1eu
ToNG
ouAN
ve
sAIGON
co.oP
Lien
Hi~p
Hqp Tac Xa (HTX) Mua
Ban
th~mh
ph6
H6 Chi Minh

(gQi
tAt
Ut
Lien
Hi~p)
duqc
th~mh
l~p
tu
thang 0511989, theo
quye"t
dtnh
s6
258/Q£>-UB ngay
12/0511989 cua
Uy
Ban
Nhan
Dan
thanh
ph6
H6 Chi Minh (UBND TPHCM) tren
ccJ
scJ
ke"
thua
tu
h~
th6ng HTX cii - HTX Mua
Ban

Thanh
Ph6
H6 Chi Minh - t6n
t~i
tu
thai ky bao ca' p.
E>e"n
nga y
1711211998,
Lien
Hi~p
da
tie"n
hanh
E>~i
h9i
d~
chuy~n
sang
ho~t
d9ng theo
Lu~t
HTX va duqc d6i ten thanh Lien
Hi~p
HTX
Thtidng
M~i
thanh
phO'
H6 Chi Minh theo

quye"t
dtnh
s6
1344A/QE>-UB-KT ngay
05/0311999 cua
UBND TPHCM.
Lien
Hi~p
Ia
m9t t6 chuc kinh
te"
xa
hQi,
kinh doanh cac
lo~i
hlnh dtch
Vl;l
mang tinh cha't t6ng hqp tren cac linh vlfc kinh
te",
van
h6a, xa
hQi.

nh~m
phl;lc
Vl;J
cho doi s6ng tieu dung cua ngttoi
dan
thanh
ph6

H6 Chi Minh n6i rieng va cho ca
nu'oc
n6i chung.
Thong tin tom
tAt
v~
Lien Hiep HTX Thlidng Mai TPHCM:
-
Ten
chinh thuc : LIEN HI.eP HTX THVONG
MAl
TPHCM
-
Ten
giao dtch d6i
ngo~i
-
Ten
vie"t
Hh
-
Trl;J
sd chinh
:SAIGON UNION OF TRADING COOPERATIVES
: SAIGON CO.OP
:
199-205
Nguy~n
Thai
HQc,

qu~n
1,
TPHCM
?
- Co quan chu quan :
Uy
Ban Nhan
Dan
TPHCM.
Chuc nang boat dong ciia Saigon Co.op
- T6 chuc kinh doanh cac
lo~i
hang h6a, nguyen
li~u,
v~t
tu',
may m6c
thie"t
bt,
V~t
phffm
van
h6a
phl;IC
Vl;J
cho san
XUfft
va tieu dung.
- Gia cong,
san

xua't
che"
bie"n
hang nong lam thuy hai
san
(so
che"),
nu'oc cha'm,
tu'cJng
ot, banh mut va hang cong
ngh~
phffm cac
lo~i
cho kinh doanh n9i dta va
xua't khffu. Xua't
nh~p
khffu trlfc
tie"p
va lien doanh lien
ke"t
voi cac doanh
nghi~p
trong va ngoai nu'oc theo qui dinh cua Nha nu'oc.
-
14-
- Kinh doanh
cac
dich vv
an
uO'ng,

giai khat, vui choi
gii:li
tri, du lich,
tu'
va'n dftu
tu',
xay
dl,fng
cong
nghi~p
va
dan
dvng, kinh doanh nha (j
-
T6
chuc qmln ly
h~
thO'ng
HTX
mua
ban
tren
toan
thanh
phO'
H6 Chi Minh.
Cac
don vi tnfc thu()c Saigon Co.op bao g6m:
•
H~

thO'ng
sieu thi Co.opMart
•
CU'a
hang
Be'n
Thanh
va T6ng
d~i
ly
phan
phO'i
Gillette
• Xi
nghi~p
nuoc cha'm N
am
Duong
•
Trung
tam
dich vv du lich Saigon Co.op
•
Va
21
thanh
vien
la
cac
HTX thu'ong

m~i
tren
dia
ban
TP.HCM
2.1.2.
QUA
TRINH
HlNH
THANH
VA
PHAT
TRI~N
CUA
HE.
THONG
SIEU
THI
CO.OPMART
2.1.2.1.
Qua
trinh hinh thanh cua Co.opMart
Ngay
09/0211996, Saigon Co-op quye't dinh thanh
l~p
sieu
thi Co.opmart
CO'ng
Quynh-
sieu

thi dftu
tien
cua
chu6i Co.opmart. Chi sau m()t
nam
ho~t
d()ng,
de'n
cuO'i
nam
1997, doanh thu
cua
sieu thi
nay
da
d~t
tOi
58 ty VND,
dieu
nay
chung to
lo~i
hlnh
ban
le
sieu
thi da ra doi dung thoi
di~m
thich hgp. Khong bo
10

co
h()i, d6ng thoi cling mong
muO'n
phat
tri~n
va
md
r()ng
h~
thO'ng
Co-opmart,
cong
tac
tham
do y kie'n
va
khao
sat
thi tru'ong
lien
tl}c
du'gc
Sai
Gon
Co-op tie'n
hanh. Ke't qua
cua
qua trlnh n6
ll,l'c
khong ngung

cua
t~p
th~
thanh
vien
Lien
hi~p
du'gc
th~
hi~n
qua con
sO'
cac
sieu
thi
lien
tvc xua't
hi~n
tren
dia
ban
Tp.HCM va
cac
dnh
thanh Ian
c~n
nhu' sau:
Bang
2.1:
Hf

thflng chu6i sieu thi Co.opMart
Stt
Ten
sieu thj
Dja chi
1
CO-OPMART CONG QUYNH
189C.C6ng Quynh, Q.1, TPHCM
2
CO-OPMART TRAN HUNG
D~O
727.
Tdn
Hung
D~o,
Q.5, TPHCM
3
CO-OPMART
H!
U GIANG
188.
H~u
Giang, Q.6, TPHCM
4
CO-OPMART NGUYEN DINH
168.
Nguy~n
Dinh Chi€u, Q.3, TPHCM
,:.>
CHIEU

5
CO-OPMART DAM SEN
3.
Hoa Binh,
Q.ll,
TPHCM
6
CO-OPMART DINH
TIEN
HOANG
127. Dinh Tien Hoang, Binh
Th~nh,
TPHCM
7
CO-OPMART PHU LAM
6.
Ba Hom, Q.6, TPHCM
8
CO-OPMART THANG L(1I
2.
Truong Chinh, Q.Tan Blnh, TPHCM
-15-
9
CO-OPMART NGUYEN KI:.tM
571.
Nguyen
Ki~m.
Q.PM
Nhu~n,
TPHCM

10
CO-OPMART PHD MY HUNG
Khu dan cu'PhU Gia, Q.7, TPHCM
11
CO-OPMART
XA
LO
HA NQI
191. Quang Trung, Q.9, TPHCM
12
CO-OPMART QUY NHON
7.
Le
Du£n, TP.Quy Nhdn
13
CO-OPMART CAN THO
1.
D<;ti
1()
Hoa
Binh, Q.Ninh
Ki~u.
C~n
Thd
Saigon Co.op n6i chung va thu'dng
hi<$u
Co-opmart n6i rieng da
c6
nhung
buoc tie'n

dai
tren con duong kinh doanh va trd thanh
m<)t
chu6i sieu thi
m~nh
tren
thi tru'ong thanh
phO'
H6 Chi Minh.
2.1.2.2. Cd
cau
tci
ch(tc qulm
ly
cua m6i sieu thj trong
h~
th6ng sieu
thj Co.opMart
f)~
thlfc
hi<$n
tO't
chi tieu rna Saigon Co.op
d~
ra chung cho toan
hi$
thO'ng
Co.opMart, doi hoi tung sieu thi trong
hi$
thO'ng

phcii
ho~t
d<)ng
c6
hi<$u
qua.
Bi~u
nay
chi c6
th~
xay
ra
khi cong tac
quan
ly du'qc thlfc
hi<$n
tO't.
H<)i
d6ng
quan
tq
cua
Lien
hi<$p
Saigon Co.op uy
quy~n
cho
Ban
giam
dO'c

m6i sieu thi thanh
vien
trlfc tie'p
quan
ly
mQi
ho~t
d<)ng
trong sieu thi
cua
m1nh.
C1:1
th~.
b<)
may
di~u
hanh
qmln ly
cua
m6i sieu thi thanh vi
en
trlfc
thu<)c
hi$
thO'ng
duqc t6 chuc nhu' sau ( xem
trang ke' tie'p-
Sd
db
bq

may
td
chtic cua sieu tht Co.opMart):
-
Ban
ghim do'c:
c6
nhi<$m
V\1
trlfc tie'p
di~u
hanh,
quan
ly, t6 chuc thlfc
hi<$n
va
hoan
thanh
cac
chi tieu do
Lien
Hi<$p
giao cho.
-
B()
ph(ln
h~mg
htu
chuy~n
thliong xuyen: chiu trach

nhi<$m
lien
quan de'n
ta"t
ca
cac
m~t
hang
ph\lC
V\1
cho nhu
C~U
tieu dung
hang
ngay
du'QC
kinh doanh
trong
sieu
thi.
-
BQ
ph(ln
hang
btu
chuy~n
khong thliong xuyen: chiu trach
nhi<$m
lien quan
de'n

cac
nh6m
hang
may
m~c
va
hang
d6 dung.
-
B()
ph(ln h6
trq
ban
hang: chiu trach
nhi<$m
v~
cac
khau
thu ngan, quang
cao
- tie'p thi,
bao
vi$,
bao
td
thie't bi.
-
BQ
ph(ln qmin
trj:

chiu trach
nhi<$m
lien quan de'n
quan
ly
hanh
chinh, tai
chinh - ke' toan,
hi$
thO'ng
m~ng
n<)i
b<)
trong m6i sieu thi thanh vien.
2.1.2.3. Thanh qua
ho,t
d9ng va dfnh htidng
phat
tri~n
trong ttidng
lai
cua
h~
th6ng Co.opMart
K~
tu
khi Co.opMart
CO'ng
Quynh du'qc thanh
l~p

vao
thang 2
nam
1996,
de'n
nay
hi$
thO'ng
sieu thi Co.opMart
da
g~n
tron 10 tu6i. Trong
ch~ng
duong 10