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TRƢỜNG ĐẠI HỌC CẦN THƠ
KHOA KINH TẾ VÀ QUẢN TRỊ KINH DOANH
_______________________



LÊ HOÀNG TUẤN


ĐÁNH GIÁ SỰ HÀI LÕNG CỦA KHÁCH
HÀNG ĐỐI VỚICHẤT LƢỢNG DỊCH VỤ
SIÊU THỊ TẠI CẦN THƠ



LUẬN VĂN TỐT NGHIỆP ĐẠI HỌC
Ngành Quản Trị Kinh Doanh Tổng Hợp
Mã số ngành: 52340101







12/2013

TRƢỜNG ĐẠI HỌC CẦN THƠ
KHOA KINH TẾ VÀ QUẢN TRỊ KINH DOANH

LÊ HOÀNG TUẤN
MSSV: 3077221


ĐÁNH GIÁ SỰ HÀI LÕNG CỦA KHÁCH
HÀNG ĐỐI VỚI CHẤT LƢỢNG DỊCH VỤ
SIÊU THỊ TẠI CẦN THƠ



LUẬN VĂN TỐT NGHIỆP ĐẠI HỌC
Ngành Quản Trị Kinh Doanh Tổng Hợp
Mã số ngành: 52340101



CÁN BỘ HƢỚNG DẪN
PHẠM LÊ HỒNG NHUNG




12/2013

LỜI CẢM TẠ
 
               
iên  e giúp gia ình, xã
 ã  có

  
 và gia ình luôn luôn    
 

cho  
 
 


h 
 







Ngàytháng 









LỜI CAM ĐOAN
              











Cần Thơ, Ngày….tháng…. năm ….
Sinh viên thực hiện










MỤC LỤC
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 i
HÌNH ii
 iii
  1
 1

 2
 2
 2
 2
1.3.1 Không gian 2
 2
 3
 3
 3
1.6  3
 
13
 13
 13
 13
2.1.3  15
2.1.4  17
2.1.5  23
 27
2.2.1  27
2.2.1.1 Phương pháp thu thập số liệu thứ cấp 27

2.2.1.2 Phương pháp thu thập số liệu sơ cấp 27
2.2.2  28
2.2.3  28
2.2.4  30
2.2.5  35
  37
 37
3 37

3 37
3- xã h 38
3.2  42
 . 45
  48
 48
 48
 51
4.2 PHÂN TÍCH 

55
 55
4.2.2  56
4.2.3  59
 64
 64
5.2  65
6 68
 68
 69
 72
 75
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DANH MỤC BIỂU BẢNG
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2.1: i 13
2  21
 2.3:C 29
2.4 T  29

5 C lòng
trung thành 32
 3.1T-2012 46
 47
 49
 52
 52
 54
 55
 55
 56
 57
 59
 60
 60

ii
DANH MỤC HÌNH
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________________________________________________________
Hình 2 14
Hình 2.2  19
Hình:2.3 C 24
Hình 2.4: M   
khách hàng 26
 35
 36
 49
H 50
Hình 4.3:  51

Hình 4.4  52
Hình 4.5  52
Hình 4.6  53
Hình 4.7  54
Hình 4.8 M 54

iii
DANH MỤC TỪ VIẾT TẮT
 
DTKD: 
DTXD: 
DVHT:   
SHL:  hài lòng
 
ACSI: American Customer Satisfaction Index
(Mô hình   )
HCM 
 
CSI:   hài lòng khách hàng)
ECSI:         hài

EFA: 
GDP: Gross domestic pro
ISO:      

KMO: Kaiser-Meyer-Olkin
SERVPERF: Service performance
SERVQUAL: Service quality
KH&CN 
TNHH 

TMDV 
KDC 



1
CHƢƠNG 1
MỞ ĐẦU
1.1 LÝ DO CHỌN ĐỀ TÀI
               
  
          
        


N 
   
12%),
. 
). (
Vân Anh, 2013).



 

 
C 




h hàng, làm hài lòng khách hàng 

oá       


 có

 có 

 hàng, làm hài lòng
khách hàng    là  

2
và

 “Đánh giá sự hài lòng của khách
hàng đối với chất lƣợng dịch vụ siêu thị tại Cần Thơ” 

lòng 
hàng 

hàng.
1.2 MỤC TIÊU NGHIÊN CỨU
1.2.1 Mục tiêu chung
ánh giá g
thành
 ,



1.2.2 Mục tiêu cụ thể
- u 1: Nhâ các  


-  
 

-  và 

1.3 PHẠM VI NGHIÊN CỨU
1.3.1 Không gian
-   
 
Coopmart, Maximark, Vinatex, Metro, Big C.
1.3.2 Thời gian
- 
12-2013.

3
1.3.3 Đối tƣợng nghiên cứu
  

1.4 CÂU HỎI NGHIÊN CỨU

- 

- Khách không?
-  

1.5 GIẢ THUYẾT NGHIÊN CỨU

hàng hoá  khách hàng khi mua

        

 


.
        
hàng khi mua .
H6ng thêm 

1.6 LƢỢC KHẢO TÀI LIỆU CÓ LIÊN QUAN
Nguyễn Thị Mai Trang(2006), 
 trên
tN

       



-  

4

(Dabholka &

       






 






qua           
           

           


,và lòng trung thành 
-  
    chủng loại hàng hóa, khả năng phục vụ
nhân viên, trưng bày hàng hóa, mặt bằng siêu thị, và mức độ an toàn trong
siêu thị





Phạm Lê Hồng Nhung và ctv, 2012

  
,-245.

5
 


a khách hàng


       





         

 
  
               
 
  5              




 
      
             
(Zeithaml et al, 1996; Swarbrooke & Horner, 1999; Engle et al., 1969)


       

hàng cá nhân           


n = 126.




6
 

               


 


an 


     
hàng.
Tác  Binta Abubakar và ctv, (2004) Customer
satisfaction with supermarket retail shopping. N  



-     

 : hoàn toàn
: 

  

-  



      



  Poornima Pugazhenthi2010     Factors
Influencing Customer Loyalty and Choice of Retailer While Buying Fast
Moving Consumer Goods,School of Management Blekinge Institute of
 in Business Administration. M



7


- 

 
         




- 
 


Dirk Dusharme, 2007 ,“Retailer Customer
Satisfaction Survey, Quality Digest 5/2007. M      


- 

        

 



- 

               






Theo Nguyen Dang Duy Nhat, Le Nguyen Hau,2007 
 Determinants Of Retail Service Quality - A Study Of Supermarkets In
Vietnam, Maastricht School of Management Vietnam Program,University

8

of Technology, VNU-. 
sau:


 

 
 

 

 
          

              
   
 





  
 


Theo Ngô Thị Sa Ly,2011  
    ,  .Ngh 



- 

  
 


9

              
t

 
 



quy.
- 
  




các khách hàng có các


Các nhân tố ảnh hƣởng đến quyết định về quê làm việc
của sinh viên kinh tế, trƣờng Đại học Cần Thơ     
   , trang 30-36         



 
 
   
 


-
t 





       

10
nhóm các         


 
C.N. Krishna Naik, Swapna Bhargavi Gantasala & Gantasala V.
Prabhakar,2010     Service Quality (Servqual) and its
Effecton Customer Satisfaction in Retailing,European Journal of Social
Sciences  Volume 16, Number 2. Nghiê      











 



 
      

  
 





 



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Mario J. Miranda, László Kónya, Inka Havrila (2005)   
  "Shoppers' Satisfaction levels are not the only key to store
loyalty",Marketing Intelligence& Planning, Vol. 23 Iss: 2, pp: 220  232.


c    ách

               hàng khác.
     

 



           
              
           







g qua

 

 




                


          



12
 
              





13
CHƢƠNG 2
PHƢƠNG PHÁP LUẬN VÀ PHƢƠNG PHÁP NGHIÊN CỨU
2.1 PHƢƠNG PHÁP LUẬN
2.1.1 Định nghĩa siêu thị

              
              
 

               
a khách hàng.


b
  .
2.1.2 Các loại hình siêu thị
     

hình 2.1 




 -


           
center).








14












Hình 2


ách phân

doanh :
* Tiêu chuẩn siêu thị


2.1i



Da


I
> 5.000 m
2

> 20.000 tên hàng
II
> 2.000 m
2

> 10.000 tên hàng
III
> 500 m
2

> 4.000 tên hàng


chuyên doanh
I
> 1.000 m
2

> 2.000 tên hàng
II
> 500 m
2

> 1.000 tên hàng
III
> 500 m
2

> 500 tên hàng
(Nguồn: Quy chế siêu thị, trung tâm thương mại (Bộ Công Thương VN)

 

- 
2.500 m
2

2


NHÀ SẢN XUẤT



Hàng


NGƢỜI BÁN LẺ

Siêu


Siêu


hàng
bách
hóa

hàng

giá


hàng
bách
hóa
thông


Trung
tâm




hàng
chuyên
doanh

NGƢỜI TIÊU DÙNG

15
n




- 
- 



- ù



- 

 n Kim, Hoàng

2.1.3 Đặc trƣng của siêu thị
- Siêu thị thực hiện chức năng bán lẻ 






- Áp dụng phương thức tự phục vụ (self-service hay libre-service)






              



16


bóng trong quá trình mua hàng.
- Phương thức thanh toán thuận tiện

         
    
   

- Sáng tạo nghệthuật trưng bày hàng hóa


        


              


  
   



    hàng hóa,
không gian, ánh sáng,p



- Hàng hóa chủ yếu là hàng tiêu dùng thường ngày
  
 
              


             -low-
 
