Một số giải pháp nhằm hoàn thiện chất lượng dịch vụ của công ty thương mại STD 002

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B() GIAO DVC VA DAO T~O
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TRUONG D~I
H()C KINH TE TP. HCM
---oOo---

PHAN THI. KIM KHANH

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MOT
SO GIAI PHAP NHAM HOAN

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THIEN
ellAT LUONG
DICH
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CUA CONG TY THUONG MAl
STD
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Chuyen nganh: QUAN TRJ KINH DOANH
Ma s6:
60.34.05

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LUAN
VAN THAC
SI KINH TE

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NGua• HuoNG nlN KHoA Hoc:
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TS. NGUYEN THJ BICH CHAM

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TP. HO CHI MINH- Nam 2005

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B¢ GIAO Dl)O VA E>AO TAO

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THtf VI:¢N

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B~

Uti lu~n

van t6t nghil$p "Mot

so gidi phdp nhdm hoim thi~n

chdt lu:qng djch

cua Cong ty thu:ang mr;li STD" Ut ke"t qua cua qua trlnh n6 h,tc h9c t~p

V(l

va ren luyl$ri

trong su6t thai gian theo h9c chu'dng trlnh dao t:;1o sau d:;1i h9c.

Thanh tl,l'u nay ciing khong the c6 du'<;1c ne"u khong c6 sl,l' cham s6c, d:;1y d6 va
giup do cua cac Thffy Co tru'ang B:;1i h9c Kinh te" Tp. HCM.
Lai dffu tien, em xin gai lai cam dn sau s~c

nhfft de"n Quy Th§y Co tru'ang B:;1i

h9c Kinh te" Tp. HCM n6i chung, Khoa Quan tri Kinh doanh n6i rieng va d~c

bil$t Ia

Tie'n SI Nguy€n Thi Bich Cham- nguai Co dang klnh da khong ng:;1i thai gian de t~n
tlnh giup do, hu'ong dftn em hoan thanh lu~n

van nay.

Em ciing xin du<;1c cam dn BOB Cong ty Thu'dng m:;1i STD ciing nhu' Quy Khach
hang da giup do, tl;lO di~U

kil$n thu~n

l<;1i cho em hoan thanh lu~n

van nay.

M9t lffn nii'a, xin cam dn tfft ca nhii'ng nguai da giup do em hoan thanh lu~n

t6t nghil$p nay.
Tp. HCM, ngay 1011112005

Phan Thf Kim Khanh

van


....

TOMTATDETAI
.........

D€ Uti lu?n van t6t nghi~p

"M9t s{/ gidi phdp nhdm hoim thi¢n cht{t lu(fng djch v~

cua C6ng ty Thuang nu;zi STD" du'
voi

illl,IC

dich danh gia hi~n

tr~ng

cha't

lu'dich Vl,l rna STD cung ca'p nh~m

du'a ra mot

cua Cong ty STD.

s6 d€ xua't hoan thi~n

d!ch Vl,l khach hang

. ..

Phudng phap nghien cU'u du'kham pha thong qua dii' li~u
cac

s6 li~U

hlnh ho~t

thu ca'p. Tren cd siJ Iy thuye't v€ cha't lu'
thU' cfip bao g6m cac thong tin v€ chuc nang, nhi~m
dong cung ca'p dich Vl,l t~i

Vl,l,

ffil,IC

tieu va tlnh

Cong ty STD de xay dlfng thang do sd bo cac ye'u

t6 cha't lu'

thlfc hi~n

nghien cuu dinh tinh b~ng

hlnh thuc thao Iu?n nh6m nh~m

di€u chlnh va b6

sung mo hlnh thang do cha't lu'nang tac dong vao slf thoa man cua khach hang, bao g6m: (1) Ngu6n nhiin l~rc

thlfc

hi¢n; (2) Ho(lt d9ng phan pho'i; (3) H9at d9ng hJ tr(f ban himg; (4) Slf tin ct,1y va (5)
Chdt lu(fng va gid sdn pluim. Bzt{Jc thi't ba, nghien cU'u chinh thuc sll' d1,1ng phu'dng

phap dinh lu'va qua du'ong bu'u di~n
ffiUC

voi mot m~u

thong qua bang diu hoi du'c6 kich thu'oc la 162. Nghien cuu nh~m

danh gia

dO anh hu'dng cua cac ye'u t6 chfit lu'
hang. Ke't qua cho tha'y khach hang quan tam nhi€u nha't la nh6m cac ye'u t6 v€ slf tin

c?y, thu hai la nh6m cac ye'u t6 v€ ngu6n nhan llfc thlfc hi~n,

t6 v€

ho~t

thu ba la nh6m cac ye'u

dong phan ph6i va cu6i cung la nh6m cac ye'u t6 v€ ho~t

hang. BttfJc thu ttt, dlfa tren ke't qua nghien ql'u, tac gia d€ xua't m()t
huang nh~m

hoan thi~n

d()ng h6 trq ban

s6 giai phap d!nh

cha't lu'
.........

....


MUCLUC
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NOIDUNG

TRANG

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•!•

Loi cam dn

•!•

Tom t~

•!•
•!•

Mvc 1vc

d€ tai

Danh sach cac bang bi€u va hlnh ve

Philn mlldilu: GIOI THlltU NQI DUNG NGHIEN CUU
1.

2.
3.

4.
5.

Ly do chQn d~ tai ------------------------------------------------------------------------- 1
2
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M lJC d IC
ngh'A
Ien Cull
ella d~ e t'a1 -~
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Phu'dng phap va

ph~m

vi nghien CUll------------------------------------------------ 3

Y nghia thtfc tien ciia de tai ----------------------------------------------------------- 4
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d~
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Chlldng 1: TONG QUAN VE CHAT Lu'(1NG DfCH Vl) VA HO~
CUNG CAP DfCH Vl) T~I

A

T DQNG

CONG TY THUONG M~I

STD

•!•

Gi{Ji thifU Chlldng 1 ------------------------------------------------------------------- 6

1.1.

Cha't lu'(jng dich VlJ -----------------------------.. --------------------------------------- 6

1.2.

Cha't lu'(jng dfch VlJ ciia nha phan phO'i

------------------------------------------------------12

trong thi tru'flng cong nghi~p
1.2.1. Nhung
1.2.2. Khai ni~m

d~c

tntng cua thi tntong cong nghi~p
v€ Nha phan phO'i -~

1.2.3. Chfft 1u'<;5ng dich

Vl;l

.. ------- 14

cua nha phan phO'i

trong thi tnl'ong cong nghi~p

1.2.3.1.

---------------------------------- 12

-----------------------------------------------------15
....

Chllt lu(fng djch

V{i

cua nha Phan pho'i

trong thj tru(Jng cong nghi¢ p. ------------------------------------------ 15
1.2.3.2.

Tdm quan trQng cua djch

V{i

kluich hang

chfnh Ia if gia trj cua n6? ---------------------------------------------- 17
1.2.3. 3.

1.3.

Thtfc tr~ng

Kiln t(lo djch
ho~t

v{i

khach hang chu dao --------------------------------- 18

d<)ng cung ca'p dfch VlJ t~i

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Cong ty STD

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••••oon••uoouo•oU'••U•••••••••o•uu•ou•o•o• ,,,,._

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1. 3 .1. GiOi thi<$u v€ Cong ty Thu'ong rnqi STD ---------------------------------------- 19
nhi~m

V{l. ---------------------- 19

1.3.1.1.

Qua trinh hinh thimh, clu)c nang va

1.3 .1.2.

M{lc tieu, phuang huang ho(,lfd()ng ----------------------------------- 21

1.3.2. Thlfc trqng hoqt d()ng cung d{p dich V\1 khach h~mg
tqi cong ty Thu'ong rnqi STD ------------------------------------------------------ 22
1.3.2.1.

Chfft lu(fng san pluim va chinh sdch gid ----------------------------- 22

1. 3.2. 2.

N gu6n nlu1n life thf(c hi¢n --------------------------------------------- 23

1.3.2.3.

Ho9t d()ng phan phffi----------------------------------------------------- 24

1.3 .2.4.

Djch V{l trliac va sau ban ha!z"'g ---------------------------------------- 24

1.3.3. Ke't qua hoqt d()ng san xua't kinh doanh trong thoi gian qua ----------------- 25

•:•

1relt l~n

chl~

Chlt~g2:

1 -~6

CAC YEU TO VE CHAT LU(jNG DJCH Vl) TAC DQNG
VAo Slj THOA MAN CUA KHACH HANG T~I

•!•
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Gim thiiu chl~

CONG TY STD

2 -~8

va ke't qua --------------------------------------------------28
Nghien cti'u djnh Itieing va ke't qua ---..--------------------------------------------30
Nghien cti'u djnh tinh

2.2.1. Phuong phap va cong C\1 thu th?p thong tin ------------------------------------ 30
2.2.2. Mo ta rniiu --------------------------------------------------------------------------- 31
l~ v e eel cau
K
'h cong ngh""
31
. . . .
ngan
l~P"'2221
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2.2.2.2.

V£1 chtlc V{l, vj trf cong tac CUa khach hang-~

2.2.2.3.

v£1 thili gian ma khdch hang biftlsi:t d{lng

31

san phttm cua STD ------------------------------------------------------- 32

2.2.3. Do 1uong cac ye'u t6 nghien cuu ------------------------------------------------- 33
2.2.3.1.

N gu6n nhan lf(c thf(c hi~n

2.2.3.2.

Ho9t d()ng phan pho'i ---------------------------------------------------- 33

2.2.3.3.

Ho(,lt d()ng h6 tr(f ban hang -------------------------------------------- 34

2.2.3.4.
2.2.3.5.

Sf! tin c4y ------------------------------------------------------------------ 34
"' l lif;lng va' gw
. ' san p Iwm. ------------------------------------------- 34
Clwt

2.2.3.6.

Mac d() thoa miiu cua khach hang ------------------------------------ 35

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---------------------------------------------- 33

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2.2.4. Danh gia d() tin c?y cua thang do -----------------------------------------------35
....
2.2.5. Vai tro cua cac ye'u

t6 cha't lu<;1ng san ph~rn

d6i

voi slf th6a man cua khach hang ------------------------------------------------- 36


2.2.5.1.

Mo hlnh nghien ctiu ----------------------------------------------------- 36

2.2.5.2.

Kft qua tdc df)ng cua cdc yfu to' cha't IU(fng

....

djch

V{l

doi v6'i Slj thoa man CUG khach himg ------------------------ 38

vS cac ye'u to' tac d()ng co y nghia --------------- 39

2.2.6. Danh gia cua khach h~mg

•!•

2.2.6.1.

V£1 slj tin djy -------------------------------------------------------------- 39

2.2.6.2.

v£1 ngu6n nhan lljc thljc hi¢n ------------------------------------------- 40

2.2.6.3.

V£1 hoc;~t

df)ng phan phcii ----J------------------------------------------- 42

2.2.6.4.

v£1 hoc;~t

df)ng hJ tr(f ban himg ----------------------------------------- 46

---------------------------------------------------------------------49

Kilt luljn chlidng 2

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Chlidng 3: MQT SO GIAI PHAP NHAM HOAN THI~N

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CHAT LU(JNG DJCH Vl) CUA CONG TY STD
Gim thifu chlidng 3 ___ :_ ___________________o:.~-51

1: T~o

sv tin c~y

---------------------------------------------------------51

3.1.

Giai pha p

3.2.

Giai phap 2: Nang cao cha't lli(,ing ngufin nhan lite thttc hi~n

3.3.

Ghii phap 3: Nang cao cha't lli(,ing ho~t

d()ng phan phO'i --------------------53

3.4.

Giai phap 4: Nang cao cha't Iu(,ing ho~t

d()ng h6 tr
------------52

------------------------r-------------------------------------------55

Ket luljn chlidng 3
Ke't lu~n
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CA C PHI) Ll)C THAM KHAO
lu~t

Phl} ll}c 1:

Dan bai dung cho thao

Phl} ll}c 2:

Bang cau hoi dinh ht<;Sng ------------------------------------------------- 2a

Phl} ll}c 3:

Mo ta m~u

Phl} ll}c 4:

Phan tich d() tin

Phl} ll}c 5:

Phan tich h6i qui tuye'n tinh b()i -----------------------------------------12a

Phl}ll}c 6:

Cac ye'u t6 c6 tac d()ng de'n sl,( th6a man cua khach hang ----------14a

Phl}ll}c 7:

Phan tich muc dQ th6a man cua .\ffiach hang theo
nganh cong

•!•

'

TAl LI~U

A

nh6m ---------------------------------------- la

------------------------------------------------------------------- 7a

Cronpach Alpha ------------------------------------ 8a
c~y

(cross tab) ------------------------------------------- 20a
nghi~p
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THAM KHAO


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DANH SACH CAC BANG BIEU VA HINH VE

"'"'"....'
TEN CAC BANG BIEU v A HINH VE

TRANG

Hinh A: Qui trlnh nghien cuu --------------------------------------------------------------:3
Hinh 1.1: Mo hinh cha't lu'qng dich Vl;l md rong ------------------------------------------8
Hinh 2.1: Mo hlnh nghien cuu cac ye'u tO' tac dong
vao slf th5a man cua khach hang---·:_ _________________________________________ 37

Bang 1.1: Ke't qua ho;;1t dong san xua't kinh doanh tu nam 2000-2004------------- 26
Bang 1.2: T6c do tang qua cac nam 2000-20b4 -------------------------------------- 26
Bang 2.1: Co ca'u ng?mh cong nghi~p

--------------------------------------------------- 31

Bang 2.2: Chuc Vl,l, vi tri cong tac cua khach hang ----------------------------------- 32

....

Bang 2.3: ThC1i gian rna khach hang bie't/sll' dl;lng san phffm cua STD------------- 32
Bang 2.4: Bie'n quan sat do lu'C1ng ngu6n nMin llfc thlfc hi~n.

----------------------- 33

Bang 2.5: Bie'n quan sat do lu'C1ng ho;;1t dong phan ph6i-----------·------------------- 33
Bang 2.6: Bie'n quan sat do lu'C1ng ho;;1t dong h6 tr<;l ban hang ---------------------- 34
Bang 2. 7: Bie'n quan sat do lu'C1ng slf tin c~

y ------------------------------------------- 34

Bang 2.8: Bie'n quan sat do lu'C1ng cha't lu'<;lng'·va gia san phffm --------------------- 35
Bang 2.9: Bie'n quan sat do lu'C1ng muc do th5a man --------------------------------- 35
Bang 2.10: Cac h~
Bang 2.11: Ky hi~u

s6 tin c~y

Cronpach Alpha----------------------------------------- 36

cac bie'n nghien cu-~

37

Bang 2.12: Ke't qua phan tfch h6i qui mo hlnh nghien cuu --------------------------- 38
Bang 2.13: Ke't qua phan tich h6i qui mo hlnh nghien cuu

....

sau khi lo;;1i thang do khong dam bao y nghia th6ng ke ---------------- 38
Bang 2.14: E>i~m

trung blnh cua ye'u t6 slf tin c~y

Bang 2.15: E>i~m

trung blnh cua ye'u t6 ngu6n nha~

------------------------------------- 39
llfc thlfc hi~n-

41

I:'\",:?
K
tK
trung b'm h cua yeu
o h 0;;1 t d"Qng p h"an p hK'
01 ----------------------- 42
B ang 2 .16 : uiem
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Bang 2.17: Muc do hai long cua khach hang theo nganh cong

nghi~p

vS thC1i gian giao hang cU. a STD. -·:.----------------------------------------- 43

....


Bang 2.18: Muc d() h~ti
vS vi~c

long cua khach hang theo nganh cong nghi~p

giao hang dung h<;1n cua STD ------------------------------------- 44
nghi~p

Bang 2.19: Muc d() hai long cua khach hang theo nganh cong

vS kha nang giao hang khffn cffp cua STD ------------------------------- 45

Bang 2.20: Muc d() hai long cua khach hang theo nganh cong nghi~p
vS vi~c

STD thong bao cho khach hang khi giao hang tr~

·-

------------- 46

Bang 2.21: E>i€m trung blnh cua yeu t6 ho<;1t d()ng h6 tr<;l ban hang ---------------- 47
.

Bang 2.22: Muc d() hai long cua khach hang theo nganh cong nghi~p
vS vi~c

cung ca'p tai li~u

ky thu~,

dia CD-------------------------------- 47

Bang 2.23: Muc d() hai long cua khach hang theo nganh cong nghi~p
vS dich V{,l khi(c phl,!C sv c6 cua STD -------------------------------------- 48

Bang 2.24: Muc d() hai long cua khach hang theo nganh cong

nghi~p

vS chinh sach thanh toan cua STD ----------------------------------------- 49

·-

·-


-1-

Philn mi'J dilu:

GIOI THI~U

N(H DUNG NGHIEN CUU
.r..r..r.

Ly do chQn d~

1.

titi.

Trong mot thai gian dai tntoc day, d€ tang kha nang q.nh tranh tren thi tntang,
h~u

nhu' cac doanh nghi~p

d6, u'U the' v€ ky thu~

chi t~p

trung vao d<)c
.,, tinh va ti~n
cao la vfi khi chinh cua doanh nghi~p.

Ngay nay, it c6 doanh nghi~p

nao n~r

trong thai gian dai. Cac dO'i thu de dang b~

ich cua san phirn. Trong

du'<;lc u'U the' v€ cong ngh~,
t

kiP

ky thu~

ho<)c Vu'<;lt qua cac tiC'n bo ky thu~

t

voi nhfi'ng u'U the' rieng. Slf tiC'n bo nay ngay cang di€n ra nhanh chong. f.>ap ung nhu
C~U

v€ chit lu'<;lng ngay cang cao du'QC xern nhu' la dich CUa CUOC dua tranh gifi'a cac

doanh nghi~p

d€ chiC'rn u'U the'. Tuy nhien, · cai du'<;lc gQi la u'U the' chit lu'<;lng se

khong con nfi'a khi u'U the' d6 khong con kha nang da p ung rthu du v€ chit ht<;lng
ngay cang cao hdn cua khach hang. Chit lu'<;lng cao tit lau da khong con du'<;lc xern
nhu' la mot l<;li the' q.nh tranh rna chi du'<;lc xern nhu' la mot di€u ki~n
nghi~p

dn cho doanh

t6n t:;ti.
Dich Vl;l khach hang la mot nhan tO' quan trQng giup cho doanh nghi~p

cong tren thu'dng tru'ong. Cung ung dich Vl;l kliach hang chu dao nh~r

thanh

tra IOi cau hoi:

"Toi phdi lam gz di phftc Vfl khach hang tfft hmz hom nay?".
Tra IOi cho cau hoi nay ph~n

IOn phl;l thuoc vao slf hi€u biC't vai tro cua dich Vl;l

khach hang tren thu'dng tru'ang. Thlfc tC', rnuc do phl;IC Vl;l rna khach hang nh~

tit doanh nghi~p

se huang hQ toi quye't dinh rnua hang cua doanh nghi~p.

thu'ang thl chla kh6a cho thanh cong nay thu'ong
nhi€u hi€u bie't va kinh nghi~r

Tuy nhien,

bi bo quen cho du doanh nghi~p

nhi€u narn v€ t~rn

du'<;lc
c6

quan trQng CUa dich Vl;l khach

hang.
Sai l~rn

thong thu'ang cua doanh nghi~p

la hQ cho ding doanh nghi~p

kinh doanh dich Vl;l, nhu'ng mot chuyen gia hang d~u

doanh nghi¢p d€u kinh doanh djch
hmz".
Nhu v~y,

Vfl,

khong

v€ Marketing cho rJng: "MQi

chi CO khac la mQt so' lam nhdu, so' khac it
.,,

d€ tang kha nang q.nh tranh tren thi tru'ang thlfc ra chinh la nang cao

chit lu'<;lng dich Vl;l khach hang va n6 trd thanh yC'u tO' sO'ng con CUa doanh nghi~p.


..
-2-

£>6i voi mot nha phan ph6i cong nghi~p
chile nang chu ye'u la phan ph6i thie't

nhu' Cong ty Thttong m(.li STD - voi

bi phl,l tung cua cac nha san xua't danh tie'ng

trem The' giOi - thl va'n d€ dich v1,1 khach hang cang phai dttqc quan tam hang d~u.

Vl cha't lttqng san ph~m

la do nha san xua't quye't dinh, cac nha phan ph6i khac cGng

d€ dang trd thanh nha phan ph6i cua chinh cac san ph~m
ra't gay gAt. £>€ du'qc khach hang cha'p nh~
mlnh thl chi b~ng
d~ch

each tC;lO cho mlnh

a'y, nen va'n d€ C(_lnh tranh

va trd thanh khach hang trung thanh etta

sv khac bi~t

vttqt troi - d6 chinh la cung ca'p

v1,1 khach hang chu dao voi cha't lu'qng cao.
Tu thlfc te' v€ t~m

ty, vi~c

quan tn;mg cua cha't llY'qng d!ch Vl,l d6i voi ho(_lt dong cua cong

nghien cU'u, kham pha ra cac ye'u tO' v€ cha't lttqng d~ch

gia tang mile do tho a man cac
dong kinh doanh hi~n

c.ac khach hang d6ng

t(.li cGng nhtt vi~c

v1,1 c6 kha nang lam

vai tro quan trQng d6i voi ho(_l t

xay dlfng cac chie'n lttqc phat triSn cua Cong

ty trong tu'dng lai.
V oi nhfi'ng kie'n thilc da hQC Va kinh nghi~m

CO du'QC trong qua trlnh lam Vi~c

Cong ty STD, qua d€ tai nay, tac gia mong mu6n bttoc d~u

danh gia cha't lttqng d~ch

Vl,l cua STD va muc do thoa man cua khach hang v€ cha't lu'<;ing d~ch
ca'p d€ lam co sd du'a ra cac giai phap nh~m

!wan thi~n

t(.li

cha't lu'qng d~ch

Vl,l rna STD cung

V9 cua Cong

ty STD.

2.

M\[C

dich nghien cti'u cua d~

tai.

...

£>€ nang cao nang llfc C(_lnh tranh cua mlnh, chi c6 mot each duy nha't Ht nang
cao cha't lttqng d~ch

Vl,l cung ca'p cho khach hang. Thlfc te', cha't lttqng dich Vl,l c6

du'qc xem la hoan hao hay khong tuy thuoc vao danh gia cua khach hang- ngu'oi sll'
d9ng d~ch

Vl,l - chil khong phai bdi nhfi'ng cam nh~

Chinh vi di€u d6, m1,1c tieu cua d€ H'ti la nh~m

chu quan CUa ngu'oi cung ca'p.

danh gia hi~n

tr(_lng cha't lu'qng dich

Vl,l cua STD va muc do thoa man cua khach hang v€ cha't lu'qng dich Vl,l rna STD
cung ca'p nh~m

du'a ra mot sO' giai phap nh~m

hoan thi~n

cha't lu'qng dich V~l

CUa

Cong ty STD.
Tren cd sd d6, d€ tai se hu'ong vao nghien cuu Cl,l thS cac va'n d€ sau:
•

£>anh gia hi~n

tr(_lng cha't lu'<;ing dich Vl,l cua STD bao g6m vi~c

...

phan tich va danh gia nhfi'ng ye'u tO' v€ cha't lu'<;jng d~ch
slf thoa man cua khach hang.

kham pha,

Vl,l CO kha nang tac dong de'n

-3 -·
·-······· •.•.. ~ ......... »>

•

Nh~n

d<;tng nhii'ng va'n d~

xua't mt)t

s6 giai phap nh~m

Phu'ong phap va

3.

Nghien
lu'
CUll

Vl;l

v~

ch'a't ht
.,

hoan thi~n

ph~m

dn ttu tien giai quye't va d~

cha't ht
vi nghien

du'
Vl;l

-~"'*

CUll

tren cd sd danh gia cua khach hang hi~n

rna STD cung ca'p cJ cac nganh·cong nghi~p

life, Thep, Xi-mang, Xay dlfng va
D~t

t<;ti v~

sau: nganh D~u

cha't

khi, Di~n

shi~n

nghien cuu:
Hlnh A: Qui trinh nghien cuu
Ngu6n: NguyJn Dlnh Th9 & ctg (2003), Do luifng cluit h((Jng

dietz

V(t

khu vui c/uJi gidi trf ngoai trili t(li TP. HCM,

trang 17

.,

Ly

thuye't v~ cha't lu'Q'ng dich Vl;t va
tht;t'c tr;;tng ho;;tt d()ng cung ca'p dich
Vl;t t;;ti Cong ty STD

Thang do 1

Thiio lu~n

nh6m

Nghien cuu dinh lu'Q'ng
(n = 150)

Danh gia so b() thang do:
Phan tich d() tin c~y

.,
Danh gia cac ye'u t6 tac d()ng
vao st;t' thoa man cua khach hang
Phan tich ke't qua nghien crru

•
•

Gi

cha't lu'Q'ng
dich Vl;t cua Cong ty STD
•

Bu(Jc tlui nh{{t: Nghien c(tu kham pha thong qua dii' li~u

~'*"

thu ca'p bao g6m cac thong tin V~

ch(tc nang,. nhi~m

~;:-=u·._,w

Vl,l, illl;lC

thu ca'p. Cac dii' li~u
tieu va tlnh hlnh cung

.~>

.£Juju min tO'l~q}i.p


-4ca'p dich Vl) t~i

Cong ty STD du'QC dung d6 kham pha va danh gia sd b() hi~n

cha't lu'Qng dich Vl) cua STD. Tren cd sd dii' li~u
lu'Qng d~ch

Vl;t, d~

tai se thiSt kS va thl;t'c hi~n

nay, cling voi ly thuye't v~

nghien CUU d~nh

d6 xac dinh sd b() nhii'ng ye'u to' c6 kha nang Q$fm l~i
•

tqng

cha't

tinh d bu'OC tiSp theo

sl;t' tho a man cho khach hang.

Bu(Jc tha hai: Nghien cuu kham pha thong qua nghien cuu dinh tinh. Nghien

cuu sd b() sii' dl)ng phttdng phap dinh tinh b~ng
g6m cac ca nhan nhi~u

kinh nghi~m

quan di6m va thai dQ V~

ky thu?t thao lu?n nh6m 10 ngttoi

cua STD va khach hang hi~n

cac ySu to' ch§'t lu'Qng dich Vl) t~O

t~i

d6 kham pha

nen Sl;t' th6a man cua

khach hang. Ke't qua nghien cuu nay lam cd sd d6 thie't I?p cac thang do Iuong cha't
lu'Qng dich Vl) d€ sii' dl)ng cho nghien cuu dinh lu'Qng tie'p theo. Bang cau hoi khao
sat du'QC hoan

•
thl;t'c hi~n
di~n

thi~n.

Bu(Jc tha ba: Nghien cuu chinh thuc sii' dl)ng phttdng phap dinh lttthong qua bang cau hoi du'QC gdi tnfc tiSp khach hang ho~C

voi m()t m§u c6 kich thttoc la 150. Nghien cuu nh~m

qua du'ong bu'u

danh gia hi~n

tr~ng

cha't

lu'Qng dich Vl) cua STD cilng nhu' muc d() anh hu'dng cua cac ye'u to' cha't lu'Qng dich
Vl) vao sl;t' th6a man cua khach hang. Cach thuc la'y m§u trong nghien cuu sii' dl)ng
phu'dng phap chQn m§u ng§u nhien dl;t'a vao cac quan h~
theo 6 nganh cong nghi~p

voi khach hang hi~n

n6i tren. Ke't qua khao sat du'QC xii' ly b~ng

t~i

philn m~

SPSS 13.0: Thang do du'Qc danh gia sd b() thong qua phttdng phap h~

so' tin c?y

Cronpach Alpha; Sau d6, danh gia muc d() tac d()ng cua cac ye'u to' v~

cha't lu'Qng

d~ch

Vl) vao sl;t' th6a man cua khach hang thong qua phu'dng phap H6i qui tuye'n tinh

b()i. Dl;t'a tren ke't qua nay, phan tich cac ye'u to' v~

cha't lu'Qng dich Vl) c6 tac d()ng

vao sl;t' th6a man cua khach hang d6 du'a ra giai phap thong qua phu'dng phap nghien
cuu mo ta, tinh cac gia tri trung blnh, d() l~ch
•
hoan thi~n

4.

hi~n

Crosstab ...

Bu(Jc tha tu: Dl;t'a tren ke't qua nghien cuu, dtta ra m()t so' giai phap nh~m

cha't lu'Qng d!ch Vl) cua Cong ty STD .

...

y nghia thlfc ti~n
f)~

chu~n,

cua d~

tai

tai c6 y nghia thl;t'c tien do'i voi ho~t

d()ng kinh doanh cua Cong ty STD th~

qua cac di6m sau:
•

Ke't qua d~t

du'Qc giup cho ban lanh ~o

cha't lu'Qng dich Vl) va muc d() th6a man V~

Cong ty STD tha'y dtt
tr~ng

cha't lu'Qng dich Vl) cua khach hang hi~n

...


-5-

tt;ti. K~t

qua cling cho tha'y vai tro cua cac y~u

to' cha't lu'<:jng dich

Vl,l

tac d()ng vao sl,l'

th6a man cua khach hang.
•

Cac giai phap cua ca nhan d~

cha't lu'<;Jng dich

Vl,l

Ca'u trued~

5.

Ca'u true lu~n

ra tU k~t

qua nghien cuu g6p phffn hoan thi~n

cua Cong ty.

tai.
van nhu' sau:

•

Phdn miJ ddu: Gioi thi~u

t6ng quan d~ v~

•

Chuoog I: Trinh bay t6ng quan ly thuy~

tai nghien cuu.
v~

cha't lu'<:jng dich

Vl,l

va hot;tt d()ng

cung ca'p dich Vl,l tt;ti Cong ty Thu'ong mt;ti STD.

•

Chuang II: Trinh bay k~t

qua nghien cuu v~

cac y~u

to' cha't lu'<:jng dich v1,1

va muc d() tac d()ng cua chung vao sl,l' th6a man cua khach hang hi~n

tt;ti cua cong ty

STD.

•

Chuang III: £>~

xua't m()t so' giai phap nh~m

hoan thi~n

cha't lu'<:jng dich v1,1

cua Cong ty STD.

•

Ke't lu(ln.

"*'~-.,

·~

-~·

~.,

,..,_. ..-.. ~-·m.,:•

•~·-mu"v¥0

v
••••

'., o•••• '"-V•~·

····-··· -· ·:-•"~

"'~

-··----····.,··-····--:··--·-······•·· ~

,.•~

·~-w

•~:<.f\"


-6-

...

Chztung 1:
~

~

~

'

TONG QUAN VE CHAT Lu'(iNG DlCH V"(J VA HO~
CUNG CAP DlCH

vv T~I

CONG TY THUONG M~I

A

T DONG
STD

"-"-"•!•

Gioi

thi~u

Chtiong 1:

Phfin md dfiu da gidi thi~u

so lu<;jc v€ qui trlnh va phuong phap nghien cuu.

Chuang 1 nay c6 ID\lC dich la trlnh bay cac va'n d€ v€ ly thuye't va cac nghien CUll
truoc day tren The' gidi v€ cha't lu<;jng dich V\1 n6i chung va cha't lu<;jng dich V\1 cua
nha phan ph6i trong th~

truong cong nghi~p

dong cung ca'p dich V\1 t~i

qgi rieng. Ben ec;mh d6, thlfc tr~ng

Cong ty Thuong m~i

nhftm rut ra CclC ye'u t6 v€ chfft lu<;jng d~ch

ho~

STD cling se du<;1c trlnh bay

t

a day

V\1 CO kha nang tac dong de'n S\1' thoa man

cua khach hang.
Noi dung chuang nay g6m 3 phfin chinh:
( 1) Cha't lu<;1ng dich V\1.
(2) Cha't lu<;jng dich V\1 cua nha phan pho'i trong th~
(3) Thlfc tr~ng

ho~t

dong cung ca'p d~ch

1.1. Cha't ltiqng dfch

V\1 t~i

truong cong nghi~p.

Cong ty Thuong m~i

STD.

VQ.

Trong tlnh hlnh c~nh

tranh ngay cang gay g~t

nhu hi~n
nay, khi qnh tranh don
...
thuftn thong qua dftu tu trang thie't bi, sll' dl;lng day chuy€n cong ngh~
hi~n
d~i
khong
con la l<;1i the' rieng cua mot Cong ty nao d6 nua, va luc nay, m9i tieu chuffn v€
"cha't lu<;jng san phffm cao nha't" khong con du<;jc phan bi~t

t6 giup cac Cong ty, d~c
l<;fi the' c~nh

bi~t

ro rang nii'a thl mot ye'u

la cac Cong ty cung ca'p dich V\1, c6 th6 t~o

cho mlnh

tranh khong th6 thay the' - d6 chinh la nang cao cha't lu<;1ng dich V\1 cung

ca'p cho khach hang.
Theo tac gia Ton Tha't Nguy6n Thiem (2004), dich Vl;lla thlfc hi~n
Cong ty da hua ht(n nhftm thie't l~p,
d~ti

""""--

ctmg

c6 va md

voi khach hang va thi tnrong. Va dich V\1 chi d~t

_.....·.·..·.-~ ...-...·.-..·.·•·..--...~·.-

"-- ..·--·:···-·..·.··_··...··_·...

-~.

...

rong nhung quan h~

nhii'ng gl rna
d6i tac lau

cha't lu<;jng khi khach hang

,·..··_-_···.·..··.-·..-......... •··•·..·•..·...···..·.·_··..-...-..·-...·.·.·.·..··.·.-...·..·•·.·.••·.·••..·......··.·.·•··• .·..··.·..·.·.·.....·..·-..........·..·.-~ ....·.·•·••.··•...··.·.··...··..···..··•·....-...·..·.·..··.·..··.·.·..··•.•·..-.·..-.~·_

_·

cam

...·....·_···...··_.... ..·.•.•....................._·_····.·..··.··.·.·.·.-.. •· ···.·-·····.·""'··· .. """"

-7 -·

nh~

r5 rang la vi~c

thvc hi~n

cac hila hvn d6 ciia cong ty mang de'n cho khach hang

gia tri gia tang nhi€u hdn cac doanh nghi~p
Nhu' v~y,

khac ho~t

dong trong cling Hnh VlfC.

d!ch Vl;l la mot san phffm vo hlnh, chung khong d6ng nha't va cling

...

khong thS tach ly, c6 nghia la trong qua trlnh tieu dung d!ch vv thl cha't lu<;1ng dich
Vl;l du'QC thS hi~n

trong qua trlnh tu'dng tac giil'a khach hang va nhan vien cua cong ty

cung ca'p d!ch VlJ (Svensson 2002). Chinh vl v~y,

cha't lu<;1ng d!ch vv khong phai de

dang du<;1c do Iuong.
C6 hai mo hlnh thong dvng du'QC dung dS danh gia cha't ht<;jng dich VlJ:
•

Mo hlnh cU. a Gronroos ( 1984) - cho dng chit lu'<;jng d!ch VlJ du'QC danh gia

tren hai khfa qmh: chit l11<;1ng ky thu~
lu'Qrtg ky thu~

va 'Chfft l11<;1ng chile nang. Trong d6, cha't

lien quan dSn nhil'ng gl du'QC phl;lC Vl;l va chfft lu'<;jng chile nang n6i len

chung du'QC phl;lC VlJ nhu' thS nao.
Mo hlnh cua Parasuraman & ctg (1985, 1988) cho r~ng

•

cha't lu'<;jng dich Vl;l

du'QC danh gia dva vao 5 khoang each. Mo hlnh cua Parasuraman & ctg du'QC slt
dvng ph6 bie'n hdn ca bdi tfnh Cl;l thS, chi tie't va cong Cl;l dS danh gia luon du'QC cac
tac gia va d6ng nghi~p

kiSm dinh, c~p

nh~t.

j'khoang each d6 la:

Khoiing each thli nhrft: Sv khac bi~t

0

giil'a ky VQng cua khach hang v€ cha't

lu'<;jng dich Vl;l va nha quan tri dich VlJ cam nh~

v€ ky VQng nay CUa khach

hang.
giua nh~

thilc cua nha quan tri dich VlJ

v€ ky VQng cua khach hang Va nh(i'ng d~C

tfnh chfft lu'<;jng dich Vl;l du'QC

Khoiing each thli hai: Slf khac

0

chuySn d6i tu nhil'ng nh~

bi~t

thilc tren.

Khoiing each thli ba: Slf khac bi~t

0

giil'a cha't lu'<;1ng dich V~l

theo nhil'ng tieu

chf da du'QC xac dinh Va nhftng dich Vl;l thlfc tS du'QC chuy€n giao cho khach
hang.

Khoiing each thli ttl: Sv khac bi~t

0

giao va nhil'ng gl rna nha cung ca'p

giil'a nhil'ng dich Vl;l thvc te' du'QC chuySn

di\fP VlJ da hila h((n.

Khoiing each thli niim: Slf khac bi~t

0

hang va chfft lu'<;jng rna hQ cam nh~

giil'a chit lu'<;1ng ky VQng bdi khach
du'QC.

Vao nhil'ng nam 1988-1990, dlfa tren cac
da g<;ji

y Mo

y tu'dng d~u

tien cua mlnh, cac tac ghi

hlnh cha't lu'<;jng dich VlJ md rong. Mo hlnh nay du'QC trlnh bay d Hlnh

~"':j_-<

1.1.

4w·-v•~

o•v·-~m.

•'W'
~

0('¥·•-

•

-········ ········----···········
·~-•

•·v-~"'

,--v·····•·••··• "'

'"''''''''"W•·--···-·--·· •··. -'"' ···•······--•·•·•"'"''"''"'' "'~·w

...

•. __.,., .. , .. """'"""'"''"""''''"'

..... ..;::,
'o~

"-·~


Hinh 1.1: Mo hinh cha't lu'dng dich vu md rong
Djnh hu'ong nghien
cuu marketing
£>6i thQai tnfc tie'p

Cac b~c

NguOn: Terry Grapentine (The history and future of service quality
assessment, 1999:4)
Khoiing each 1

quan tri

Cam ke't cua nha

Quan trj v~ chilt
lu'c;lng djch V\J

""

Xay dlfng m\)c tieu
Khoang each 2
Tieu chuffn hoa
nhi~m

V\J

Cam nh~

v~

tinh kha

Phuong

thi
Utm

Tin

theo nh6m
vi~c

Khoang each 5
(chilt lu'qng

·atch v\1)

Nhan sl,l'- phii hc;lp
voi cong vi~c

huu hlnh
ti~n

c~y

Dap ung

Cong ngM - phii hc;lp
voi cong vi~c
£>6ng cam
Sl,l' giam sat

H~

Khoang each 3
th6ng kiSm tra

Xung d(>t

Mo h6 v~

nhi~m

nhi~m

V\1

V\J

Thong tin hang ngang

""
Khoang each 4

Nhung cam ke't sao
r6ng


-9 _...

Trong mo hlnh md r()ng nay, Parasuraman & ctg (1988, 1990) chi ra mot lQat cac
ye'u t6 trong t6 chile CO anh hu'dng toi mile dQ CUa chft"t lu'<;fng dtch Vl;l du'<;fc chuy~n
tdi khach hang. Cac ye'u t6 n()i b() nay lien quan ch~t

che vdi cac khoang each 1 - 4

trong mo hlnh ban dffu cua hQ.

· • Khoang each thu nhflt: St! khac bit$t gifi'a ky vQng ciia khach himg v~
cha't hiQ'ng dfch VI} Va nha quan trf dfch VI} cam nh~

V~

ky VQng nay cua khach

him g.
Khm\ng each nay chtu anh hu'dng bdi 3 ye'u t6 sau: 11 Nghien criu marketing; 21
Do'i thr;Jai trl;{c tie'p; 31 So' lur;Jng cdc dip lfinh dqo trong Cong ty.
o Nghien criu marketing: Day la 1 ngu6"n thong tin cung ca'p v€ slf ky vQng cua

khach hang cho Nha quan trt. Chinh vi v~y,

slf di~n

lu'<;fng cua nghien cilu marketing se c6 th~

ndi r()ng ho~c

each nay. R6 rang la, hi~u
hu'dng tdi cam nh~
o

qua cua vi~c

dc;tt, hlnh thilc, va cha't
thu hyp khoang

trao d6i thong tin I d6i thQai se anh

cua Nha quan trt v€ ky VQng cua khach hang.

Do'i thr;Jai trl;{c tie'p: Nghien cilu ciing chi ra r~ng,

nhii'ng ca nhan lien h~

d6i thQai trlfc tie'p giii'a

trlfc tie'p vdi khach hang va Nha quan trt ciing c6 th~

anh hu'dng tdi khoang each thu 1. Zeithalm & ctg (1998) ciing thao
nhi€u v€ cac d~c

di~m

dl;l, trao d5i d6i m~t

va hlnh thuc c.ua slf trao d6i trlfc tie'p c6 hi~u

o

thu'ong hi~u

qua. Vi

qua hon qua van ban.

s6

Cdc b(ic qudn trj: Cu6i cung,

nhii'ng ca nhan lien h~

lu~n

lu'<;fng cac b~c

quan trt ngan each giii'a

trlfc tie'p vdi.Jchach hang va Nha Quan trt cao ca'p

nhfft cua Cong ty ciing anh hu'dng tdi khoang each thu 1. "So lUr;Jng cdc b(ic
Quan trj gay bie'n dqng thong tin Va Sf! hi/u bie't, Vl chung tt;IO ra cdc ngan
each giila nguili giti va nguili nh(in thong tin. So' b(ic qudn trj cang ldn, thi
klwdng each thri 1 cang ldn ".

•
V\1 v~
chuy~n

Khoang each thu hai: Stj khac bit$t gifi'a nh~

thuc ciia nha quan trf dfch

ky vQng ciia khach hang va nhfi'ng dijc tinh cha't htQ'ng dfch VQ dti(jc
dfli tu nhfi'ng nh~
Nha quan trt xac l~p

h~

thuc tren.
th6ng cac d~c

d<;fi cua khach hang. Nhu' IDnh 1.1 th~

hi~n,

tinh cha't lu'<;fng dtch V\1 khac vdi mong
kholmg each thu 2 c6 th~

bi anh httdng

bdi 4 ye'u t6: 11 Cam ke't ella Nha qudn tri vi cha't !U(J'ng djch V{-t,' 21 Cdch xay df!ng
m{-tc tieu; 3/ Sf! tieu chutln h6a cdc nhi~m

...

v{-t; 41 Cam nh(in vi tinh khd thi .

J2IuJ.u oiilt ttft,q/tif.P-


-~

..-- ··-:;::::-..,., ..,~

•• .-~·"';•nw

o/'~·-.

-10-

..---·--·------............_,.~-·"'

...............-·~"'

Cam ke't cua Nha qudn trj v~

0

~"
-~•v

·-~'"
'"~-•:t.o

chflt lur;ng djch V{l.' Ne'u Nha quan tri khong

thl;t'c sl;t' cam ke't voi cha't hi<;ing d!ch Vl;l, khoang each thil 2 se xay ra. Trong
nhi~u

tntong h<;ip, cam ke't cua Nha*"quan tfi khong du'Qc tri~

du'QC quan tiim khi khach hang
khie'u n~;ti

(ho~c

(d~c

bi~t

d~.

}a cac khach hang quan tn,mg)

khi Nha quan tri tham dl;t' m9t h9i nghi khach hang trd v~),

va sau d6 thl m6i quan tam l~;ti
nhu' lQi nhu~,

tu tu giam d~n,

chi phi... gay "nhi~u

khi rna cac ye'u t6 ng~

cac mong mu6n thanh ke' h9ach hanh d<)ng Cl;l th~.
l~;ti

h~;tn

".

Cach xfiy dlfng m{lC tieu: Cong tac X·aC d!nh ffil;IC tieu phai chuy~n

0

N6 chi

Di~u

tai du'QC

nay, de'n lu'Qt mlnh,

c6 xu huang tieu chufin h6a cac d!nh nghia cua t6 chile v~:

chfit lu'Qng djch Vl;l Va lam the' nao d~

t6 chile CO th~

the' nao la

du'a chfft lu'Qng dich Vl;l

tdi tay khach hang?
o Slf tieu chutin h6a cdc nhi~m
quan tOi vi~c

v{l: Cac nhi~m

cung ca'p d!ch Vl;l c6 th~an

Theo Theodore Levitte, "vi~c

Vl;l dtt<;ic tieu chufin h6a lien
httdng IOn tOi khoang each thil 2.

tieu chutin h6a, hoi;tc cong nghi~p

c6 th! tie'n hanh theo 3 each: 11 Thay the' cong ngh~
quan h~

h6a djch V{l

cling ngdc bdng cdc

va n6 llfc cd nhfin; 21 Cdi tie'n phucJng phap lam vi¢c; 31 Pho'i hr;p cd

2 each tren ". N6i t6m l~;ti,

cang tieu chufin h6a cac nhi~m

Vl;l thl khoang

each 2 cang nho.
o Cdm nh9n v~

tfnh khd thi: Nha quan tri cang cam nh~

du'Qc tinh kha thi, thl

khoang each thil 2 cang nho. Cac ye'u to' anh httdng tdi vi~c
nang hfc cua t6 chile va h~

nay bao g6m

th6ng cho phep dap ilng cac yeu du d~t

ra, cling

nhtt mile d9 rna Nha quan tri tin tu'dng vao tinh kinh te' cua chuang trlnh.

Khoiing each thu ba: Stj khac bi~t

•

tieu chi da dtiqc xac djnh va nhfi'ng djch
hang.
Di~u

giii'a cha't htqng djch vt;t theo nhfi'ng
Vt}

thljc t€ dtiqc chuy~n

*"'

giao cho khach

nay lien quan tOi kha nang thl;t'c thi djch Vl;l cua nhan vien. Weithalm va

ctg dtta ra cac vi d1;1 sau v~

khoang each thil 3:

o Lam vi¢c theo nh6m: Lien quan toi cam nh~
trach nhi~m

cua h9.

o Slf phu hr;p cua cong

Slf phu hr;p v~

0

ngh~

ca nhan cua nhan vien v~

vi~c:

cong ngh~:

thl;t'c thi d!ch Vl;l.

Kha nang cua nhan vien dap ilng du'QC cong
DQ phu hQp cua cong Cl;l lao d<)ng, ho~c

vi~c.

cong


-11-

Sf! gidm sat: Nhan vien c6 cam tha'y h9

o

bi giam sat khong?

o Hf th6ng kiim tra: Nhan vien c6 cam tha'y hQ bt giam sat khong chi v€ cha't

hi<;jng, rna con ca v€ each thl,ic hi~n

Xung d()t nhifm

0

Li~u

V{l:

khong?

c6 t6n t~i

khac bi~t

giua ky VQng cua khach h~ng

va cua Cong ty khong?
Ma h6 v~

0

nhifm

V{l.'

Cam nh~

rna h6 v€ cac mvc tieu va mong d<;ji (nhan

vien khong du thong tin dn thie't a€ thl,ic hi~n
dang).

m<)t each thoa

. giii'a nhii'ng dich VQ. thtfc te' du'qc
..

• Khodng each thu tli: Stf khac
chuy~n

cong vi~c

bi~t

giao Va nhfi'ng gi rna nha cung citp dich VQ. da hti'a h~n.
Thong tin hang ngang ho~c

khoang each 4. Phuong

ti~n

nhung cam ke't "sao r6ng" c6 th€ anh hudng tdi

quang eao va thong tin tac d<)ng vao ky VQng cua khach

hang v€ cha't lu<;5ng dtch vv. Nhung hua htfn trong cac chuang trlnh quang cao
khuye'n m~i

CO th€ lam gia tang ky VQng cua khach hang nhung cung se lam giam

cha't lu<;jng rna khach hang cam nh~

dUQC khi chung khong dUQC thl}'c hi~n

dung

nhung gl da hua htfn.

• Khodng each thtl niim: Stf khac bi~t
hang va cha't lu'qng rna hQ cam nh~

giii'a cha't lu'qng ky VQng bdi khach

du'qc.

Khoang each nay phv thu<)c vao cac khoang each thu 1, 2, 3 va 4. M<)t khi
khach hang nh~
lu<;jng hQ cam nh~

tha'y khong c6 sl,l' khac bi~f

giua cha't lu<;5ng hQ ky VQng va cha't

dUQC khi tieu dung illQt dtch Vl,l thl cha't lu<;jng dtch Vl,l dUQC xem

Ia hoan hao.
Ke't qua nghien CUll cung khai ni~m
cam nh~

h6a cac thanh ph§n cua cha't lu<;jng dtch Vl,l

bdi khach hang thanh 5 thanh ph§n co ban - lam co sd d€ xay dl,ing

thang do cha't lu<;~ng

dich vv, d6 la:

• Phlidng tirn hilu hinh: Th€ hi~n

qua ngo~i

hlnh, trang phvc d1a nhan vien

phl;IC Vl,l, cac trang thie't bt phl;IC Vl,l cho dtch Vl,l.

•

Tin cljy: Th€ hi~n

kha nang thl,l'c hi~n

dtch vv phu h<;lp va dung thai h~n

ngay l§n d§u tien.

• Dap ung: Th€ hi~n

qua Sl,i mong mu6n va san sang cua nhan vien phvc Vl;l

cung ca'p dtch vv kip thai cho khach hang.

• Niing ltjc pkt}C V{l: Th€ hi~n
Itch Slf, ni€m nd voi khach hang.

•..

qua trlnh dQ chuyen mon va cung each phvc vv


-12-

...
• DOng cam: Th€ hi~n

Slf quan Him cham s6c de'n tung ca nhan khach hang.

1.2. Cha't lti«fng dlch V\] cua nha phan phol trong thi trtiflng cong nghi~p.
1.2.1. Nhilng diic trling cua thi truiJng cong nghiep.
. Thi tntong cong

nghi~p

- Industrial Market (hay con gQi la thi tntong doanh

thu'ong - Business Market) bao g6m ta't
dung vao Vi~c

ca cac t6 chuc mua hang h6a va d!ch Vl,l d€

san xua't nhung san ph~m

va dich Vl,l khac nii'a, Va nhung san ph~m

cling nhu' dich vv nay se dtt<;ic ban, dtt<;ic cho thue hay cung ca'p cho ngttoi khac. N6
cling bao gBm nhii'ng cong ty ban Sl Va ban le mua hang h6a nh~m
hay cho ngu'oi khac thue l~i

ml,lC dich ban l~i

d€ kie'm lOi (Phil!p Kotler & Gary Amstrong, 2004).

d~c

Theo Philip Kotler & Gary Amstrong (2004 ), thi tru'ong cong

nghi~p

c6 nhii'ng

tru'ng co ban sau:

•

Ca'u true va nhu cfiu cua thi trtiflng:

o Cac thi tru'ong cong

nghi~p

tuy c6 it ngttoi mua nhttng

l~i

la nhii'ng ngttoi

mua kh6i lu'<;ing IOn.
o Khach hang cong nghi~p

thu'ong t~p

trung v€ m~t

dia ly hon.

Nhu du cua ngu'oi mua c6 tinh cha't dfin xua't, tuc xua't phat tu nhu du cua

o

ngttoi tieu dung cu6i cling.
o Nhu du trong thi tru'ong cong nghi~p

c6 tinh it co dan hon - tttc khong

bi

anh hu'dng nhi€u tru'oc mlit vl nhung thay d6i v€ gia d.
o Nhu du trong thi tru'ong cong nghi~p

ra't dao dong va dao dong ra't nhanh.

Nhu du d6i voi hang h6a va dich Vl,.~ong

nghi~p

c6 khuynh hu'ong thay d6i

ngay cang nhanh, SO VOi nhu du hang h6a va dich Vl,l tieu dung.

• Ban cha't cua ddn vi mua:
o

So voi cac mua slim tieu dung, mua slim cua khach cong nghi~p

lien quan

de'n ra't nhi€u ngttoi mua. Thong thu'ong, hanh vi mua cong nghi~p

la do cac

nhan vien chuyen trach mua hang thlfc
du nhii'ng ye'u

t6 ky

thu~

ph(tc t~p,

Vi~c

mua cua khach cong nghi~p

nghi~p

chuyen

nghi~p.

Gia tri mua cang IOn va yeu

se c6 nhi€u ngu'oi tham gia vao tie'n

trlnh quye't dinh, c6 th6la Ban lanh d~o
o

hi~n.

va cac chuyen gia ky thu~.
c6 lien quan de'n mot n6 llfc mua ra't

Cac nhan vien chuyen trach mua hang trong thi tru'ong cong

la nhii'ng ngu'oi du'QC khach hang cong nghi~p

...

thue d€ chuyen th\fC

-13-

hi~n

vi~c

mua hang. Chinh vi

hiSu ra't ro v€ san ph~m,

v~y,

hQ la nhung nguoi mua chuyen

thi truong va n6 h;rc ra't cao trong vi~c

mua hang nhiim mang l;;ti cho Cong ty hQ nhung di€u ki~n
gia, cha't lu'<;fng san ph~m

• Cac dijc dii!m v~

va cac dich"vt.I h~u

nghi~p,

thoa thu~n

thu~n

l<;fi nha't v€

mai...

quye't
o Khach mua cong nghi~p

thuong dung truoc nhung quye't dinh mua he't sue

phuc t;;tp so voi nguoi mua tieu dung. Cac mua siim thuong bao ham nhung
khoan ti€n ra't IOn, nhung din nhiic ky thu~
nhung tu'dng tac giua nhi€u nguoi

(J

va kinh te' ra't phuc t;;tp, va

nhi€u ca'p khac nhau trong cd quan cua

nguoi mua. Bdi cac mua siim phuc t;;tp nhu' v~y,
nghi~p

cho nen khach mua cong

c6 thS phai ma't nhi€u thai gian moi di de'n quye't dinh.

o Tie'n trlnh mua cong nghi~p
siim cong nghi~p

IOn thuong doi hoi phai c6 nhung chi tie't ky thu~

tuong v€ san ph~m,
th~n

dtrt~n

nhung ddn d?t hang bilng van ban, nhung tim hiSu c~n

v€ nguoi cung ca'p va nhung phe duy~t

chi c6 thS so;;tn ra nhung c~m

chinh thuc. Cong ty mua th~m

nang chinh sach ghi chi tie't v€ tie'n trinh mua

siim.
o Trong tie'n trlnh mua cong nghi~p,

nguoi mua va nguoi ban thuong pht.I

thu()c kha nhi€u vao nhau, hQ lam vi~c
quan h~

m~t

thie't voi nhau va xay dl;r'ng cac

lau dai. Cac nha lam tie'p th! tieu dung thuong
..

hang cua minh. Trai l;;ti, cac nha tie'p th! cong nghi~p
khach hang cua minh trong ta't

(J

each xa voi khach

lam vi~c

gffn giii voi

ca cac giai do;;tn cua tie'n trlnh mua -

tu vi~c

giup khach hang xac dinh va'n d€, tim kie'm giai phap cho de'n h6 tr<;f v~n
hanh sau khi ban.
Cac d?c diSm nay c6 nhung anh hu'dng nha't dinh de'n nhu du cua khach hang
va ho;;tt d()ng cua nha cung ca'p

amot s6 diSm...sau:

o Nhung quye't dinh mua phuc t;;tp lam ma't nhi€u thoi gian cho d khach hang
va cung ca'p. Trong m()t s6 tru'ong h<;fp, vi~c

nay con anh hu'dng de'n ho;;tt

d()ng san xua't cua chinh khach hang. Vi dt.I nhu khi may moe g?p m()t sl;r' c6
gay anh hu'dng de'n

ca day chuy€n san xua't va chung lo;;ti v~t

kh6ng t6n kho san, th~m
thi

vi~c

khach hang thl;r'c

tu' thay the' l;;ti

hi~n

chi nha cung ca'p cling kh6ng t6n kho chi tie't nay
dung qui trlnh mua hang cua minh tu kha u tim

vai nha cung ca'p, yeu du chao gia, so sanh cac chao gia, trlnh duy~t

...

gia va


-14-

cac phu'ong an ky thu?t... thl chi phi cho vi~c
con cao ga'p nhi~u

lfin so voi vi~c

each uy quy~n

o Tinh chuyen nghi~p

san xua't d6

nhanh chong ch9n mua hang cua mot nha

cung ca'p dang tin c?y nao d6 ho~c
b~ng

ngu'ng day chuy~n

tie'n trlnh mua nay dtt<;jc don gian h6a

cho nhan viec tn,tc tie'p chiu trach nhi~m.
cao cua khach mua cong nghi~p

yeu cfiu nha cung ca'p

ciing phai c6 doi ngli nhan vien ban hang c6 tinh chuyen

nghi~p

cao hon

nfi'a moi CO kha nang thuye't phl;lC Va dap ung du'QC yeu cfiu CUa cac khach

hang nay.
o

Khach mua cong nghi~p
di~u

nay mang l~i

va nha cung ca'p c6 quan h~
l9i ich cho

m?t thie't voi nhau,

ca hai ben: Khach hang c6 th€ tin tu'dng d nha

cung ca'p se cung ca'p cho mlnh giai phap kinh te' va ky thu?t t6t nha't (thl h9
moi c6 kha nang qnh tranh voi cac nha cung ca'p khac); Nha cung ca'p t~o
du'QC long tin noi khach hang cua mlnh se CO CO hoi cung c{p trong thai gi~l
dai. Tuy nhien, d€ duy trl du'QC m6i quan h~

m?t thie't nay lau dai, doi hoi

ca

khach hang va nha cung ca'p phai c6 tinh thfin h<;jp tac voi nhau: khach hang
cfin cung ca'p dfiy du nhii'ng thong tin dn thie't, t~o
l<;1i nha't cho nha cung ca'p tlm hi€u va'n d~

nhii'ng di~u

l,d~n

thu?n

t6n t').i cling nhu' yeu du cua

mlnh d€ dtta ra giai phap phu h<;1p; Ben c;;mh d6, nha cung ca'p cling phai c6
doi ngli nhan vien chuyen trach c6 du kha nang tie'p nh?n nhii'ng slf h6 tr9
d6 cua khach hang va n6 llfc du'a ra giai phap hi~u

qua, vll<;ji ich cua

ca hai

ben.
1.2.2. Khai niem

vi Nha phiin pho"i.

Mot nha phan ph6i la ngttai n~m

quy~n

so hii'u hang h6a va la trung gian d€

du'a san phttm tit nha san xua't de'n ngu'ai tieu dung.
Khi nha san xua't khong thu?n l9i d€ phan ph6i trlfc tie'p ho~c
tie'p kern hi~u
v~

phan ph6i trlfc

qua, khi hang h6a dtt9c v?n chuy€n voi kh6i ltt<;1ng IOn va hi giOi h~n

thai gian thl nha phan ph6i ho~t

dong c6 hi~u

qua hon.

Nha san xua't llfa ch9n thi tru'ang thong qua nha phan ph6i vl nhii'ng ly do sau
day:
•

Khong dii nhan vien va phttong

•

Thie'u hi€u bie't v~

•

Khong c6 m').ng lu'oi rong kh~p

ti~n

lam
vi~

c.

thi tru'ang ban dia.
d€ quan h~

voi khach hang.


-15-

•

Khong c6 kha nang dap ung nhanh va linh ho~t

Nha phan ph6i mang l~i

l<;1i kh cho

nhu du cua khach hang.

ca khach hang va nha san xua't cua mlnh,

Cl,l th~:

•
ho~c

Tie'p xuc thttong xuyen voi khach hang, h9 cung ca'p nhil'ng san phftm moi

nhil'ng thong tin cai tie'n san phftm de'n cac ben quan tam trong t6 chuc khach

hang. Vi~c

nay se khuye'n khkh nha san xua't tang cttong ho~t

khuye'n mai.
•

dong quang cao va

•..

Cung ca'p Slf hu'ong d§n sii' dtmg cho khach hang. Gia tri san phftm se tang

len, qua vi~c

huang d§n nay giup khach hang tang kha nang c~nh

tranh tren thi

tru'ong va thu l•

Nha phan ph6i se giai quye't cac va'n d€ phat sinh trong qua trlnh tieu thv

san phftm. Cang c6 nhi€u san phftm tien tie'n .du'QC du'a vao thi tru'ong thl khach hang
cang trong dtrl, kh~c

hu'ong d§n bao qmin, bao

phvc slf c6, cung ca'p giai pha p ...
•

Nha phan ph6i am hi~u

thi

tntong

qia

phttdng. H9 c6 th€ dtta ra nhil'ng

y

tttong moi v€ san phftm moi tu nhu du cua khach hang. H9 gttn khach hang nen
cung ca'p san phftm nhanh chong va cung ca'p thong tin cho nha san xua't nhanh hdn,

...

chi tie't hdn ba't cu mot ngu6n nao khac.

1.2.3. Chili llldng dich vu cua nha phiin phili trong thi trllilng cong nghiep.
1.2.3.1. Chllt lll(lng djch

V(l

cua nha Phiin phoz trong thj trllilng cong nghifp.

f>Q'i VOi mot nha phan ph6i, CO th~

trong t6ng

djnh nghia ddn gian djch Vl,l la mot phttn

s6 gia tri them vao trong m6i san phftm doanh nghi~p

ban ra.

Djch Vl,l khach hang c6 thoa man du'QC "nhu du cua khach hang hay khong la
phv 'thuoc djch Vl,l d6 c6 dap ung hay Vu'Qt qua
la djch V\1 rna khach hang nh~

du'QC ngang b~ng,

S\(

mong ddu'oi illUC hay Vu'Qt qua

S\(

mong

d<;1i ella h9?
Khach hang mua slf mong d<;1i ch(t khong mua san phftm. Vi d1;1, h9 khong mua
phl;l tung thay the' rna hQ mua Slf mong dm6c ho~t

dong l;;ti thay vl d~

n6 n~m

l. Nha.. v~y,

cclC phl;l tung d6 se giup cho may
l<;1i kh quan tr9ng cua phv tung

chinh la gia tri phvc vv khach hang cua n6. Phttn gia tri cua djch V\1 d6i voi mot thie't

bi san xua't chinh la
th€ ho~t

phttn chi phi va tha't thu cua khach hang khi thie't bi d6 khong

dong va sinh ra l<;1i nhu~.


...
-16-

Dich V\1 khach hang chu dao la phl;lc V\1 d\l'a vao th\l'c
khach hang nay CO th€ CO khac bi~t

SO

t€. Dich V\1 cung ling cho

VOi djch Vl;l cung ling cho khach hang kia tuy

vao nhu du cua m6i khach hang.

Tuy nhien djch V\1 khach hang chu dao thuong hay bi bo qua. Vi n6 gi6ng nhu'
m('>t ffil;lC tieu di d('>ng do S\1' mong dkhong ngll'ng tang.
B€ tha'y r6 S\1' mong dth€ nao tOi djch Vl;l khach hang, dn nghien cliu ba mlic d('> "h6a than" CUa san
pam:
h .l!
•

...
Phgn "v~t

cha't" cua san phgm: la phgn xac cua san phgm dung d€ mua ban.

Vi dl;l, m()t cai may nen khi, m()t d()ng co diesel...
•

Phgn "mong d
S\1' phan ph6i, thoi gian thanh toan va cac djch Vl;l khac.
•
l~i

Phgn "tang them" cua san phgm: la .t6ng s6 cac l
nhu' cong Cl;l d€ hQC (may tinh ch~ng

h~n)

.... Phgn tang them nay chinh la nhftng

djch Vl;l Vu'Qt qua S\1' mong dchi Utm thoa man m()t lukhach hang trung thanh cua cong ty.
Trong hgu he'"t cac thi tru'ong c~nh

tranh, phgn "tang them" cua m()t san phgm

...

sau mot thoi gian d€u trd thanh phgn "mong dchong dap ling cac djch Vl;l nay. Doanh nghi~p

tranh se mau

cung ling san phgm ban dgu khong

con chie'"m u'u the'" nua.
Theo Levitt (1994), cac nha lanh d~o

Doanh nghi~p

phai chuy€n sang "cac san

phgm ti€m nang". Nghia la ba't ky cai gi c6 th€ them vao du'Vu'Qt qua S\1' mong dqi cua khach hang thi se t~o

phgm va

ra du'QC Slf thoa man moi cho khach

hang.
De nh~

tha'y r~ng

dich Vl;l khach hang la mot ti€n trinh khong ngU'ng phat

tri€n. Khi S\1' mong dqi cua khach hang khong ngU'ng tang len, Doanh nghi~p
thanh cong phai thu'ong xuyen ho~c

djnh Uim th€ nao d€ t~o

ti€m nang Vu'Qt qua S\1' mong dTrong ho~t

mu6n

ra nhung san phgm

lam khach hang hai long.

dong phan ph6i, hgu h€t cac tru'ong hqp chi cung ca'p phgn "xac"

cua san phgm d€u khong t6n t~i

lau dai. San phgm mong d
"'-t._,~n

lu'qng djch Vl;l cao VOi s6lu'qng VU'a du d€ dap ling -nhu du khach hang Va du'a d€n

"'O~C-•0

."""""""""•""""""""""""""""""""""""""""",.""""""""

~-:.·"

-·~"';:.•

..-·.,, '"'"'''""<"'

~'"

W

-17-

...
khach hang dung luc. Nha phan ph6i nao khong dap ung nhung nhu du t6i thi€u
nay se som

bi dao thcli.
y nhi~u

Cac nha phan ph6i cling dn chu

de"n cac phffn tang them cua san ph§:m

cua cac d6i thu e<;mh tranh rna chinh cac phffn tang them nay da lam giam di ttu the'
cua hQ da c6 tu tntoc. Phffn tang them cua san ph§:m c6 th€ bao g6m phffn mong dQi
CUa khach hang cong vOi cac dich Vl;l khac n'htt h6 tfQ V~
va cac chu'dng trlnh ban hang

d~c

bi~t

ho~c

m~t

ky thu~,

hua'n luy~n

cac lQi ich tang them khac giup cho

khach hang c6 them l9i the' qnh tranh ho~c

giam chi phi t6n kho, chi phi ho~t

dong

kinh doanh.
Nha lanh d~o

Doanh nghi~p

khong chi chu trQng tdi phffn tang them cua san

phfim rna con phcli nh~

bie"t cac san phfim ti~m

nang trong tu'dng lai rna hi~n

chua c6. Cffn phai nh~

thuc du'Qc ding thai gian troi di, hQ phai d6i di~n

t~i

thl

voi thvc

t€

la nhung gl du'cJc xem nhu' vu'Qt qua sv mong d9i cua ngay hom nay se trd thanh
phffn "xac" cua san phfim vao nga y mai. DS duy trl vi the' d~n
nghi~p

tren thu'dng tru'ong, hQ phai
nh~

t~o

dff u cua Doanh

ra nhung phu'dng each moi giup khach hang

thuc du'QC gia tri san phfim Va thoa man VOi CaC san phfim 00.
C6 nhi~u

each a€ mot Doanh nghi~p

thu'dng tru'ong b~ng

theo du6i, duy trl vi the' d~n

dffu tren

cac dich Vl;l khach hang. Mot trong nhung phu'dng each d6 la

phu'dng phap JIT (Just In Time- Giao hang dung lllc). Cac khach hang luon mong
mu6n du'Qc giao hang dung luc a€ giam thiSu·cac chi phi t6n kho. Di~u
la th~

ch~t

m6i quan h~

nay dttQc gQi

voi nha phan ph6i. HQ dn du'Qc giao hang dung cha't lu'cJng

thu'ong chi trong vong vai giO sau khi
JIT khuye"n khich m~nh

d~t

hang.

m6i giao hao gma nha phan ph6i va khach hang. M6i

giao hao nay dlfa tren cac dich Vl;l cua nha phan ph6i. Mot khi khach hang da phl;l
thuoc vao nha phan ph6i thl se c6 ra't nhi~u
vi cua khach hang. Day cling la ti~n

d~

cd hoi a€ nghien cuu va hi€u bie"t hanh
dS phat tri€n them cac dich Vl;l khach hang

sau nay. Gia tang dich Vl;l se dfiy d6i thu c~nh

tranh vao du'ong cung dS duy trl thi

phtin.

1.2.3.2. Tilm quan trQng cua djch v~

khach hang chinh Ia ll gia tri cua no?

Trong thi tru'ong qnh tranh nhtt c~nh
la dung. Ldj the' c~nh

~-·

phffn ho~c

lQi nhu~

tranh thS hi~n
nhi~u

d hai linh vlfc: Giam chi phi va chie"m du'Qc thi

...
:.~-;=,

THUVI~N

.~J

giua cac nha phan ph6i, cau tra IOi

hdn.

-·~!=6:

·~-

tr~nh

1\b~

:~.;·

-··""