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

BQ GIAO DT)C VA DAO T~O
TRUONG D~I HOC KINH TE TP.HO CHi MINH

~

""

TRAN THJ HUE CHI

DQ THOA MAN CUA KHACH HANG
VE CHAT LliQNG DICH VU SIEU THI

NGHIEN CUU MUC
?

K

A

A

CUA HI; THONG SIEU THI CO.OPMART

"'

'

T~l

~

,

TP.HO CHI MINH

?

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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,:, >t;;I;;J

..--.....-.... ···~·~·~~_...,.,.~--

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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

•
•
•
•
•
•
•

LLMt;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

sa

Cm.1<1NG 1: C<1
LY LU~N LIEN QUAN DEN Sl;f THOA MAN CUA KHACH
'
;::
,..,
lJ(j
,..
HANG VE CHAT L . NG DJCH VlJ SIEU THJ .................................·~ ............................ 1

1.1.
KHAI QUAT vF: DlCH VlJ vA KRAcH HANG TRONG THl TRVdNG BAN
LE TAI 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 LV1.2.1. 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

vn

,
.f
TOM
TAT
CH v NG 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

..:!

A

K

A

2.1.
GIOITH~U TONG QUAN He THONG SIEU THl CO-OPMART ...................... 13
.,. th'"
"' quan ve~sazgon
· co.op .............................................................. . 13
211
. . .
z~u tong
Gldl
2.1.2. Qua trznh hznh thanh va phdt triln cua hf thong sieu thf Co.opmart ................ 14
HV
,.
,
,
2.2.
T . C TRANG HOAT DQNG BAN HANG ........................................................... 16
,. tac
, to"' ch,ac, sap
&

,..,
~ h'
"' b'! h'ang h,
xep
quay
ang va' ch uan
oa ............................ . 16
2.2 . 1. Cong
2.2.2. Quy trinh ban hang t((li m6i .sieu thf Co.opMart ................................................. 19
2.3.
THljc TRANG cAc HOAT DONG HO TR2.3.1. Cdc chuang trznh uu diii danh cho khdch hang ................................................. 20
.~
t'
• h"th"'
232
. . . Ch u'lYng
nn h "Kh'ac hh'ang th"an th'"'t"
ze cua
~
ong Co-opmart .................... .. 20
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
TOM TAT CH vNG 2 .......................................................................................................... 22

vn

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.
3.2.,
3.2.1.
3.2.2.
3.3.
3.3.1.
3.3.2.
3.3.3.

,..

,...~

GIOITH$UCHUNG .............................................................................................. 24
y'"f
-'
NGHIEN Cu U DJNH TINH ..................................................................................... 25
· Cdch thU:c thf:(c hifn ........................................................................................... 25
Mo hznh 5 thimh ph&n chfft ht<;Jng djch v{l sieu thj ............................................. 26
NGHllN CUU DJNH LU<;jNG ................................................................................ 27
Thiet lgp bdng diu hoi sa bq & chinh thU:c ........................................................ 28
PhttlYng phdp nghien cU:u & thu thgp thong tin .................................................. 30
Mo td mllu .......................................................................................................... 32

3.3.3.1.
3.3.3.2.
3.3.3.3.
3.3.3.4.
3.3.3.5.

A

ve slf lqa chc;>n sieu thi ................................................................................................. 32
ve gioi tinh ............................................ :....................................................................... 33
ve d() tu6i ...................................................................................................................... 33
ve trlnh d() hc;>c vffn ....................................................................................................... 33
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.
3.3.6.2.
3.3.6.3.
3.3.6.4.
3.3.6.5.

Thanh ph~n Chfft lu'<;1ng va gia ca hang h6a ................................................................ 39

Ho1;tt d()ng h8 tr<;1 khach hang ....................................................................................... 41
Nhan llfc va nang llfc phi;IC Vl;l ...................................................................................... 44
Thanh ph~n Phuong ti~n hii'u hlnh ................................................................................ 47
muc d() tin c~y ......................................................................................................... 50

ve

TOM TAT CHUONG 3 .......................................................................................................... 51

so

CHlfONG 4: MOT
GIAI PHAP NHAM NANG CAO MUC DO THOA MAN CUA
KHACH HANG VE CHAT LU(JNG DJCH
SIEU THJ T~I CO.OPMART ........... 52

vv

4.1 GIOI THI~U CHUNG.................................................................................................. 52
GIAI PHAP NHAM NANG CAO MDC DO THOA MAN
4.2 D:E XUAT MOT
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

so

• 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
•

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
•

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•

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

sieu thi ciia Co.opMart

v€ cha't h.t<;lng dich

V\1


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
dciia 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 vA 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
THOA MAN
CUA KRACH HANG
CHAT LtiQNG DICH V1J smu THI

sv

va

v£ DJCH vv vA KHAcH
TRlfKHAt NleM VE sAN PHKM - DICH vu

1.1. KIIAI QUAT
1.1.1.

HANG TRONG THJ

Con nguoi thoa man nhu cfiu va uoc mu6n cua mlnh b~ng san phgm. San

philm (product) dunhu 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
gioi r5 rang giua san phgm huu hlnh va dich

Vl,l.

Vl,l.

Tuy nhien, khong c6 m(>t ranh

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 dudu'oi de;tng dich v1,1. Va theo ly thuye't v~ marketing dich v1,1, djch VZJ(services) la
1

nhung hoe;tt d(>ng hay lnh~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
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
luV\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 lura'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
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 nguN6i 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 lunao. 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
v~t

trung tam nay- d6 chinh la khach hang.


-3-

KHAI QUAT V~ KHACH HANG

1.1.2.

Khili ni~m v~ khileh hang

1.1.2.1.

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.

Giil tri eua khilch hang

1.1.2.2.

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

do doanh nghi<$p dua ra, c6 d~c di~m la VO hlnh va lam gia tang gia

ho~c

thong tin

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

1.1.2.4.

d~c

bi<$t...

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
4

Capon N. & J. Hulbert (2001), Marketing management in the 2l''century, p. 469
Philip K. & Gary A.(2004), Nhflng nguyen ly tie'p thi- tqp 1, tr.46


-5-

y de'n

Tntoc day, nhi~u doanh nghil$p chi chu

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'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'nghil$p.

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)

1.3.1.

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'"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 hcii'a hang chuyen doanh, chBan le khong qua cii'a hang, vi dt;t: ban hang

5
6

t~n

nha, ban hang qua

Philip K. & Gary A.(2004), Nhllng nguyen ly tie'p thj- tqp 1, tr.262
Ngu6n: Nien gidm thOng ke 2004, T6ng Cl)c Tho'ng Ke

m~ng...


-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 chcho 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'
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:
da

d~ng

kinh doanh sieu thi doi hoi phai c6 m()t danh m1,1c hang h6a ra't

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 chthu'C1ng du'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
KHACHHANG

vA

sv THOA MAN cuA

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 Svensson7 , 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
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 luduqc 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
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 ddia di~m phl;lc V\1 va gio mC1 cli'a thu~n l5. Ltch
thi~n

Slf ( courtery ):

n6i len cung each phl;lC Vl;l ni~m nC1' ton trQng va than

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 duthuong xuyen.
7

8

Svensson, G. (2002), A triadic network approach to service quality, Journal of Services Marketing, p.158
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
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't~p trong vi~c do lu'C1ng va m()t

m()t

s6 thanh phffn mang tinh trung

l~p. Chinh vl v~y

s6 nha nghien cuu da ki€m dinh mo hlnh nay va di de'n ke't 1u~n la cha"t ht
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'chu'cJng 3 d€ nghien CUU v€ ffiUC d(} thoa man CUa khach hang khi

sa dl;lng d

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'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'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'9

Parasuraman,A.( 1985), A conceptual model of service quality and its implications for future research, pAl
Philip K. & Gary A.(2004), Nhflng nguyen ly tie'p thj- tqp 1, tr.36

10


-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<)
dim giac CUa khach hang b~t ngu6n tU Vi~c

SO

tr~ng

thai

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
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<$c chu trQng
de'n phffn "mong dqi" va phffn "tang them" CUa dich Vl,l rna don vi mlnh cung cffp,
d~ duy trl va phat tri~n vi the', mt)t sieu thi con cffn phai chu y hai vi<$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

:SAIGON UNION OF TRADING COOPERATIVES

-

Ten vie"t Hh

: SAIGON CO.OP

-

Trl;J sd chinh

: 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
Dja chi

Ten sieu thj

Stt
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.

4

CO-OPMART NGUYEN DINH

168. Nguy~n Dinh Chi€u, Q.3, TPHCM

H~u

Giang, Q.6, 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


-159

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
thj Co.opMart

ly

cua m6i sieu thj trong h~ th6ng sieu

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<$p Saigon Co.op uy quy~n cho Ban giam dO'c m6i sieu thi thanh vien
trlfc tie'p quan ly mQi ho~t d<)ng trong sieu thi cua m1nh. C1:1 th~. b<) may di~u hanh
qmln ly cua m6i sieu thi thanh vien trlfc thu<)c hi$ 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