'
BO GIAO Dl)C vA DAO T~O
~
TRUONG D~I
HOC KINH TE TP. HCM.
NGUYEN THANH NHAN
cAc YEU To TAc DONG vAo sl)' THOA MAN
evA KHACH HANG vA NHUNG HAM v cuA N6
DOl VOl HOA. T DONG
KINH DOANH
.
SIEU THI. TAl
. THANH PHO HO CHI MINH
?
Chuyen nganh : QUAN TRl KINH DOANH
Mils{{: 5. 02. 05
LU~N
A.
""'
VAN TH~
1'\."'
-
C SI KINH TE
Nguui huang dan khoa hQc:
TS. NGUYEN ~INH
l
THO
BQ GIAO Dl)C VA DAO TAO
TRUONG 8H KINH TE TP.HCM
THU·VIEN
If( q6b1.
TP. H6 Chi Minh- Nam 2003
J
M\]C L\]C
Trang
M9c lqc ...................................................................................................................... i
Danh m9C cac bang .................................................................................................. iv
Danh mqc cac hlnh .................................................................................................... v
T6m Uit. .................................................................................................................... vi
~
Chuang 1: TONG QUAN .......................................................................................... 1
thi~u
1.1. Gioi
......................................................................................................... 1
1.2. Mqc tieu nghien cuu ......................................................................................... 2
1.3. Ph<;tm viva pht.tang phap nghien cuu ............................................................... 3
1.4 . Y, ng h-1a th ~tc
·?::
'. ........................................................................... .. 4
tien
cua d"'e tat
1.5. l(e't ca'u cda lu~n
?
van ........................................................................................ 5
Chuang 2: C0 saL y THUYET
2.1. Gioi
2.2.
thi~u
v A MO HINH NGHIEN cuu ........................... 6
........................................................................................................... 6
sv tho a man ct'ia khach hang ........................................................................... 6
2.2.1. Bjnh nghia ................................................................................................. 6
2.2.2. Phan· bi~t
2.2.3. M6i lien h~
s~t
tho a man cda khach hang voi cha't ltt<;Jng djch v9 ............... 7
giua slf thoa man cua khach hang va s~t
cha'p nh~
dich v~1
..... 8
2.3. Mong mu6n cda khach hang ......................................................................... 10
2.3.1. Binh nghia ............................................................................................... 10
2.3.2. Phan lo<;ti mong mu6n ct'ia khach hang ................................................... 11
2.3.3. Mh~n
chiu d~tng
va M6i lien h~ gifi'a mong mu6n voi .stf thoa
man cua khach hang .............................................................................. 13
2.4. Cac ye'u t6 tac d()ng vao s~t tho a man cda ~hac
hang sieu thi t<;ti
TP.HCM va mo hlnh nghien cuu .................................................................... 14
2.5. T6n1 Hlt ........................................................................................................... 18
11
Chttong 3: PHVONG PHAP NGHIEN CUU ......................................................... 19
3.1. Gidi
thi~u
........................................................................................................ l9
'
3.2. Thie't ke' nghien ctl'u ........................................................................................ l9
3.2.1. Qui trinh nghien cilu ............................................................................... 19
3.2.2. Nghien cilu kham pha (djnh tinh) ........................................................... 21
3.2.3. Nghien cilu chinh th(tc (djnh htqng) ....................................................... 21
3.3. Xay d\tng thang do .......................................................................................... 22
3.3 .1. Bo lttCJng dim nh~
eli a khach hang v~
cha't lttqng hang h6a ............... 23
v~
s~t da dt;1ng ciia chung lo(;li hang
3.3.2. Thang do mile d() cam nh~
h6a trong sieu thj .................................................... ·................................ 23
3.3.3. Thang do mile d() cam nh~
v~
s~t
3.3.4. Thang do mile d() cam nh~
v~
thai d() phl;IC
phu hqp cu_a gia ca hang h6a ........... 24
Vl;l ..................................... 25
3.3.5. Thang do mile d() cam nh~
v~
st.t thoai mai ciia m6i tntCJng mua
silm ......................................................................................................... 25
~
dAQ cam
') nhA(;ln ve;:; st.t an to an
' ............................................ .26
3 .3 .6 . Th ang d o m11c
3.3.7. Thang do mti'c dQ cam nhi;ln
ve Slf ha'p d~n
ct'ia chu'dng trlnh khuye'n
mai .......................................................................................................... 26
3 .4. T6m tilt ........................................................................................................... 27
Chttong 4: PHAN TfCH
4.1. Gidi
thi~u.:
na Lreu v A KET QUA ............................................... 28
...................................................................................................... 28
4.2. Thong tin mftu nghien cilu .............................................................................. 28
4.3. Banh gia d() tin c~y
cua thang do va phan tich nhan t6 ................................. 31
4.3.1. Banh gia d() tin
c~y
cua thang do ........................................................... 31
4.3 .2. Phan tich nhan t6 .........'........................................................................... 31
4.4. · Kit3'm dinh m6 hlnh
ly thuye't ............................................... ;.......................... 38
4.5. Mile d() quan trQng ctla cac ye'u t6 tac d()ng vao str thoa man ciia
khach hang khi di mua silm L(;li cac sieu thi (~ TP. HCM ............................... .41·
4.6. Mile d() thoa man cua khach hang khi di mua silm t(;li cac sieu thi d
rfP.HCM hi~n
nay ........................................................................................... 43
4.7. St1 khac bi~t
v~
mile d() cam nh~
cua cac d6i ttt
111
4.8. T6m tift ........................................................................................................... 48
KET LU)\N ., ........................................................................................ 50
Chttong 5:
5.1. Gidi
thi~u
........................................................................................................ 50
5.2. Ke't qua chinh ................................................................................................ ,51
5 .3. Nhfrng ham
y d6i vdi ho~t
d()ng kinh doanh sieu th! t~i
TP.HCM ................. 52
5.3.1. Nghien cll'u va ki€'m soat S~( thoa man cua khach hang thong qua
cac ye'u t6 tac d()ng vao n6 la vi~c
cfin tht!c hi~n
thuong xuyen .......... 52
5. 3.2. Phan tich mll'c d() quan trqng cua tung ye'u t6 tac d()ng vao St!
tho a man khach hang c6 y nghia quan trqng trong vi~c
ho~c
d!nh cac chie'n lttqc kinh doanh cho sieu th! .......................................... 53
5. 3.3. Khai thac ye'u t6 khac bi~t
5 .4. H~n
Tai li~u
giii'a cac nh6m khach hang .......................... 54
che' cua nghien cll'u va httdng nghien cll'u tie'p theo ............................... 55
tham khao ........................................................................... ,...................... 56
Phq h,tc 1: Dan bai thao
Ph~1
lu~n
nh6m :....................................................................... 57
l"l;lC 2: Bang cau hoi nghien c(tu c1inh lttqng ..................................................... 59
Phq l1;1c 3: Banh gia de:) tin
c~y
eli a cac thang do .................................................... 63
PhtJ lt;~c
4: Phan tich nhan t6 cac thang do .............................................................. 71
Phq h;~c
5: Phan tich h6i qui tuye'n tinh b()i ............................................................. 81
Ph~
Phq li;IC 6: Phan tich phttong sai theo nh6m tu6i ..................................................... 82
I1.;1c 7: Phan tich phttdng sai theo ngh~
nghi~p
................................................. 84
lV
,
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DANH MVC CAC BANG
Trang.
Bang 3-1: Tie'n d() thtfc hi~n
eae nghien eilu ........................................... : ............... 20
Bang 3-2: Cach ehqn mfiu nghien eCtu ...................................................................... 22
Bang 3-3: Thang do mile d() cam nh~
ehfft lttQng hang h6a ..................................... 23
Bang 3-4: Thang do mile d() cam nhi;in ehting lo~i
Bang 3-5: Thang do mile d() cam nh~
hang h6a ..................................... 24
v€ S\f phu hQp ctia gia .................................. 24
Bang 3-6: Thang do m(tc d() cam nh~
v€ thai d() ph\lC V\1 ·················· ................ ····· 25
2
.,
3
' dAQ cum
A. tnrong
'
J
B ang
_ - 7 : Th ang do mtre
nhA?n ve;: mo1
mua sam
................................ 25
Bang 3-8: Thang do mtte d() cam nh~
v€ S\f an toan ............................................... 26
Bang 3-9: Thang do mile d() cam nh~
v€ s~r hffp d~n
eua ehttong trlnh khuye'n
mai ......................................................................................................... 27
Bang 4-1: Ng.h€ nghi~p
ct'ia m~u
Bang 4-2: H~
alpha ct'ia cae thang do ............................. :......................... 31
s6 tin c~y
nghien eilu ............................................................ 29
Bang 4-3: Chi s6 KMO eua cae thang do .................................................................. 32
Bang 4-4: Ke't qua ph an tich nhan t6 thang do CLU lftn 1......................................... 32
Bang 4-5: Ke't qua phan tieh nhan t6 thang do CLU lftn 2 ......................................... 33
Bang 4-6: Ke't qua phan tieh nhan t6 thang do CLU lftn 3 ......................................... 33
Bang 4-7: Thang do m(te d() cam nh~
eha't lttQng hang h6a sau khi di€u ehinh ........ 34
Bang 4-8: Ke't. qua ph an tieh nhan t6 thang do CLO ................................................. 34
Bang 4-9: Ke't qua phan tieh nhan t6 thang doG ...................................................... 35
Bang 4-10: Ke't qua ph an tich nhan t6 thang do TD .................................................. 36
Bang 4-11: Ke't qua phan tieh nhan t6 thang do MT ................................................. 36
Bang 4-12: Ke't qua phan tieh nhan to' thang do AT .................................................. 37
Bang 4-13: Ke't qua phan tieh nhan t6 thang do KM ................................................. 38
.,
4 - 14 : K""t
., moAh'mh 1'y th
e ·qua p hAan t'·1ch h;:.
01 qm. eua
· uye""t· .................................... ')9
_.,
B ang
?
Bang 4-15: MLte d() quan trqng et'ia cae ye'u t6 tae d()ng vao S\1' th6a man ................. 42
Bang 4-16: Mile dQ cam nh~
etia khaeh hang d6i vdi eae ye'u t6 tae d()ng vao
s~r
th6a man .............................................................. ~ ........................... 44
'\>
hAy thA'
'A tl!
1 •............................................... . 45
e h'A
Iyn " en·~ a tllng
ong s1eu
B ang 4 - 17 : "S\f th;!
?
Bang 4-18: Khae bi~t
giua eae nh6m tu6i trong muc cam nh?n v€ gia .................... .40
•
Bang 4-19: Khae i~tb
giua cae nh6m ngh€ nghi~p
trong mile cam nh?n v€
cha't lttQng hang h6a .............................................................................. 47
Bang 4-20: Khac bi~t
ehung
lo~i
giua eae nh6m ngh€ nghi~p
trong mt'rc cam nh~
v€
hang h6a .............................................................................. 47
_.I
v
"
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,..,
'
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DANH Ml)C CAC HINH VE VA DO THJ
.
Trang
Hlnh 2-1: M6i quan h~ giii'a st,t chap nh~
chat Ittqng d!ch v1;1 va s~t tho a
man ctia khach hang ......... ·········· ............................................................. 8
Hlnh 2-2: Nhurig nhan t6 tac d<)ng de'n st,t cha'p nh~
d!ch Yl;l ctia khach
hang .......................................................................................................... 9
Hlnh 2-3: Mi~
n chiu dttng ....................................................................................... 13
Hlnh 2-4: Mo hlnh
Iy thuyet cua de
,
?
'
tai ................................................................... l8
Hlnh 3-1: Qui trlnh nghien cuu ............................................................................... 20
J::\A
-:?•
A
, .................................................................. . 29
tuOI
cua mau
ng h'A
ten ct'J'u
H'mh 4 - 1: vQ
?
Hlnh 4-2: Thu nh~p
ctia mfiu nghien c(tu ............................................................... 30
3 S"'l~ o an d'1 steu th'! cua mau ngh'A
.:. .................................................... -30
ten ct,u
H'mh4 --:
'A
Hlnh 4-4: Ke't qua ki~m
?
:;;:
d!nh mo hlnh
ly thuye't.. .................................................. .41
VI
,
~
TOM TAT
M\lc dich ctia d~
ali nay Ia xac d!nh cac ye'u t6 co kha nang tac d~ng
thoa man ctia khach hang di mua sa:m t~i
cac sit~u
vao str
th! d TP.HCM, xay d~tng
cac
thang do d€ do htong cac ye'u t6 nay, xay dt1ng va ki€m d!nh mo hlnh ly thuye't
v~
m6i quan he$ gifi'a cac ye'u t6 nay vdi s~t
sa:m t~i
D~ta
thoa man ctia khach hang khi hQ mua
cac sieu th! d TP.HCM.
vao co sd ly thuye't, cac nghien ctl'u, do htong v~
s~t
thoa man ctia khach
hang da co tren th! tntong the' gidi va nghien ctl'u kham pha d!nh tinh t~i
tntong TP.HCM, d~
th!
tai da dtta ra m
khai ni<$m nghien cuu. Msieu thi dttQC tht1C hi<$n d€ danh gia cac thang do Va ki€m dinh mo hlnh ly thuye't.
Ke't qua ki€m d!nh va nhfi'ng l~p
khi c6 m
chinh), mo hinh
da s6 cac gia thuye't d~u
lu~n
ly
yeu cfiu (sau
thuye't phu hqp vdi thong tin th! tntong va
dttQc cha'p nh~.
man ctia khach hang khi di mua sa:m t~i
khach hang v~
cho tha'y cac thang do d~t
C\1 th€ cac ye'u t6 tac dcac sieu th! d TP.HCM Ia cam nh~
thoa
cha't htqng hang h6a, chting lo~i
ctia
hang h6a, gia ca hang h6a, thai
d ph\lc V\1, mOi ·tntong mua sa:m, str an toan va chttong trinh khuye'n mai. B6ng
thai ke't qua phan tich cling cho tha'y c6 s~t
khac bi<$t v~
mile d cam nh~
cac
ye'u t6 trend cac nh6m khach hang khac nhau (dttQc chia theo d tu6i, theo ngh~
nghi<$p).
Ke't quactia nghien cuu nay da cho ra md
y thie't thlfc d6i vdi
ho~t
TP.HCM. C\1 th€ la n6 giup cac nha kinh doanh sieu
thi xac d!nh ro cac ye'u t6 tac dthtl'c do htong cac ye'u to' nay. Til do cac nha kinh doanh sieu th! c6 th€ theo doi
va ki€m soat s~t
di~u
thoa man ciia khach hang thong qua vi<$c theo doi, ki€m soat va
chlnh cac ye'u to' tac d
cling giup cac nha kinh doanh sieu thi xac .dinh dttQc cac ye'u t6 rna hQ cfin t~p
trung dau ttt d€ gia tang st1 tho a man ctla khach hang, nang cao kha nang c~nh
tranh so vdi cac d6i thti.
1
Chtidng 1
~
TONGQUAN
1.1. GiO'i
thi~u
Tir nhfi'ng nam 1990 trd l~i
da khie'n cac cong ty nh~
the' v~
cong ngh~.
"huang v~
ra ding vi~c
t~p
tranh gay gAt tren thi tntong
trung vao n
phat minh, chi phi khong h~n
cong ty. Ngay nay vi~c
vi~c
day, tlnh hlnh c~nh
se dem l~i
stf th!nh vuqng cho
"httong n()i" ciia cac cong ty da d~n
khach hang". Cac cong ty hi~u
nhfi'ng mong mu6n, nhu c~u
duqc thay the' bAng
ro rAng ne'u khong nAm bAt duqc
cda khach hang trong vi~c
thie't ke' va cung ca'p
nhfi'ng san phfim- dich V9, khong dem l~i
S~l'
vi~t
thanh cong cho c6ng ty. Chinh v'i v~y
v~
c6ng ngh~
cling khong mang l~i
thoa man cho khach hang thl Slfll'U
rna m()t s6 cong ty tren the' gioi da c6 nhfi'ng khfiu hi~u
trong m9i tntong hqp ", "Dam bao s~r
tho a man hay ti~n
nhu: "100% slf thoa man ctia b~n
dttqc hoan l~i"
(Oliver 1997, 9).
Va'n d~
d~t
ra d day Ia lam sao cac cong ty tren luon dam bao dtl'CJc str thoa
man cho khach hang? H9 do htong va ki~m
t6 nao tac d()ng de'n s~r
tren, nhi~u
1997)
tho a man ciia khach hang? D~
nha nghien c(tu tren the' gidi (vi d~1:
da.t~p
trung nghien ctl'u
thang do, nhfi'ng chi s6 d~
soat stf thoa man ra sao? Nhftng ye'u
s~r
tra loi cho nhfi'ng cau hoi
Zeithaml va Bitner 1996; Oliver
thoa man ciia khach hang va tlm ra nhfi'ng
giup cac cong ty do luang va ki~m
soat stf thoa man
ciia khach hang. De'n nay cac thang do nhu SERVQUAL (Parasuraman, Zeithaml
ya Berry 1988), chi s6 thoa man ciia khach hang CSI1 (Customer satisfaction
index) dttqc cac cong ty ldn tren the' gidi sii' d9ng kha ph6 bie'n va dem I~i
lqi ich thie't thl,l'c cho ho~t
1
nhi~u
d()ng ciia cac cong ty nay.
bdi cong ty ngluen cuu
Chi siS CSI du'<Jc sii' dl.J.ug r(>ug rai va ph6 bie'u lil ciu siS du
marketing J.D. Power and Associates. N6 cuug cfip m(>t clu s6 t6ug quat g6m hai uhiin tiS chinh la nhiiu
tiS con ngu'Cii (people factor) va uhiiu tiS ky lhu~t
(technical factor).
2
B6i vdi ho~t
d<)ng kinh doanh djch vq, d~c
ltl'ong va ki~m
tr~c
bi~t
tie'p de'n sQ' s6ng con ct1a cac t6 chuc ban 16. Cac sieu thi t~i
thtl'c ro di€u nay, tuy nhien nhi€u h~
Nam) nhtr Co.opMart, Maximark, Citimart v~n
do ltrong
do
soat St1 thoa man Ctla khach hang Ia rftt quan trqng,n6 lien quan
nay cling nh~
s~r
TP.HCM hi~n
th6ng sieu thj ldn (cua Vi~t
chtra thttc hi~n
vi~c
nghien cuu,
thoa man cua khach hang m<)t each dung muc va bai ban.
Cac h~
s~r
Ia djch vq ban le thi vi~c
th6ng sieu thj tren hfiu nhtr v~n
thttc hi~n
vi~c
do hrong va ki~m
soat
thoa man cda khach hang theo phtrong phap don gian nhfit la stl' dt;mg cac "s6
g6p
y ",
"hom thtr g6p
y"
d~
ghi nh~
l~i
nhii'ng
y kie'n
cua khach hang. Cach
lam nay tuy don gian va cling to ra kha hi~u
qua trong m<)t
nhung vfin d€ d day Ia rfit it khach hang ghi
y kie'n g6p y vao cac s6 g6p y, m~t
khac nhii'ng thong tin thu dtrqc khong mang tinh chftt h~
khong giup cac sieu thj so sanh minh vdi d6i thd c~nh
s6 h~
M<)t
th6ng sieu thj (cua Vi~t
Nam) t~i
s6 tnrong hc:;ip cq thc3'
th6ng, toan di~n
va
tranh.
TP.HCM c6 c6 gAng th~rc
them nhi€u hinh thtl'c nghien cuu stt thoa man cda khach hang nhtr h~
thi Co.opMart c6 tie'n hanh cac cu<)c khao sat khach hang t~i
cac CUQC khao Sat nay thtl'ong Stf dqng each do ltl'ong tr~l'C
hi~n
th6ng sieu
sieu thj. Tuy nhien,
tie'p cac bie'n ti€m ftn
(latent variables) thay vi dung cac bie'n quan sat (observed variables) dtf do
ltrong bie'n tiem fin. Vdi each do hrong nhtr v~y,
d<) tin c~y
va gia trj ct1a ihang
do thuong rfit thftp. ,
Nhtr v~y,
vi~c
tim ra nhii'ng ye'u t6 tac d<)ng vao str thoa man cda khach hang
khi h9 di mua sAm t~i
Vi~c
c~nh
ho~c
sieu thj va do hrong cac ye'u t6 nay Ia th~rc
sQ' ciin thie't cho
djnh chie'n ltl'<;jc, cai tie'n chftt ltl'<;jng djch V9 va gia tang kha nang
tranh cua cac sieu thi t~i
1.2. Mvc
trqng quye't dinh s~r
ho~t
nay.
nghien cuu
ti~u
Nhtr da d€ c~p
cong ty
TP.HCM hi~n
d phfin tren, str thoa man cda khach hang Ia ye'u t6 rfit qua~
thanh cong hay thfit b~i
d<)ng trong linh
v~rc
ct1a m<)t cong ty, d~c
djch VQ. Tuy nhien,
ki€m soat str thoa man khach hang Ctla cac sieu thi t~'i
vi~c
bi~t
la cac
do ltrong, theo doi va
TP.HCM chtra· dtrqc thl{c
_
3
hi~n
khac cac thang do, cac ye'u t6 tac d()ng vao stf thoa
dung tftm ciia n6. M~t
man ciia khach hang rna cac nha nghien CUll tren the' gidi da tim ra ;va phat tri~n
li~u
c6 phu hQp vdi th! tntong sieu thi t~i
Nh~m
TP.HCM
g6p phftn giup cac sieu th! (d~c
TP.HCM c6 them co sd trong vi~c
ciia khach hang,
tu d6
bi~t
hi~n
nay khong?
Ia cac sieu thi Vi~t
Nam) tai
do lttong, theo d6i va ki€m soat Slf thoa man
xay dl.,(ng cac chie'n lttqc kinh doanh, cai tie'n chftt lttqng
djch Vt;l d€ pht;tc Vt;l khach hang tcft hon Va nang cao kha nang C~nh
tranh tren thj
tntong, nghien CUll nay c6 cac m9C dich sall:
(1) Xac dinh cac ye'u
t6 c6 kha nang tac d()ng vao stf thoa man ciia khach
hang khi mua slim t~i
cac sieu th~
d TP.HCM.
(2) Xay dl.,(ng thang do lrtong cac ye'u t6 tren.
(3) Xay dl.,(ng va ki€m d!nh mo hlnh ly thuye't v~
tren vdi s~t
m6i quan h~
giii'a cac ye'll t6
thoa man ciia khach hang khi mua slim t~i
cac sieu thi d
TP.HCM.
1.3.
D~
viva phttdng phap nghien cuu
Ph~m
tai nay chi t~p
trung nghien cuu cac ye'u t6 tac d()ng vao s~t
khach hang khi mua slim t~i
thoa man ciia
cac sieu th! d TP.HCM va dttqc th~c
hi~n
qua hai
bttdc - nghien c(tu kham pha va nghien cuu chinh thuc, ca hai nghien CUll nay
d~u
tie'n hanh t~i
TP.HCM. Cac h~
th6ng sieu th! dttqc ch<;>n lam d!a di€m
nghien crl'u cho nghien cuu chinh thuc la: Co.opMart, Maximark, Citimart va
Cora. Day la cac h~
hi~n
d TP.HCM
nay. D6i trtqng khach hang drtqc ch<;>n Ia nii', c6 dq tu6i tu 20 de'n 50 2 vua
mua slim xong t~i
Nghien c~l
bttdc nay nh~m
cac sieu th! n6i tren.
kham pha dttQc thtfc hi~n
thong qua ky
thu~
thao
lu~n
kham pha, di~u
d()ng de'n s~t
2
th6ng sieu th! ldn va tieu bi€u cho cac sieu th~
nh6m t~p
phttong phap nghien ctl'u tinh
trung. Thong tin thll
th~p
tu nghien ctl'll d
chlnh va b6 sung cac thang do nhii'ng ye'u t6 tac
thoa man cua khach hang mlla slim t~i
Theo ke't qua nghH~
sieu thi.
crru tll! tnt<'1ng ctla Siii gon Co.op (ddn vi chU qmin h~ thO'ng sieu tbi Co.opMart)
TP.HCM hi~n
nay Iii nrr c6 d9 tu6i tii' 20-50 vii theo
nii y phil h<;lp vO'i thl;l'c te'.
tlu Mi ttt<;lug khach hang clul ye'u cila cac sieu tl"4 t~i
chiing toi di~u
b~ng
4
Nghien cuu chinh thtl'c dttqc thtfc hi~n
Ittqng, dung ky thl~
nghien CUll t~i
thu th~p
b~ng
phttong phap nghien ctl'll dinh
thong tin tnfc tie'p b~ng
each phong va'n ddi tttqng
'
cac siell th! da chqn. Mqc dich cua nghien CUll nay vua lad~
sang
lqc cac bie'n quan sat, vua la d6' xac d!nh cac thanh phan cling nhtt gia tri va d(?
tin c~y
CUa thang do cac ye'u td tac d(?ng de'n
thj3 d TP.HCM va ki~m
Sl.{
thoa man CUa khach hang sieu
d!nh mo hlnh ly thuye't. Phttong phap dQ tin c~y
Cronbach alpha, phan tich nhan t6 kham pha va phan tich h6i qui tuye'n tinh b(?i
(multiple regression analysis) thong qua phan m~
nay d~
1.4.
B~
danh gia thang do va ki~m
Ynghia thl}'c tien cua d~
tai nay dem l~i
SPSS dttqc stt dqng d bttdc
d!nh mo hinh nghien ctl'u.
Hli
mQt s6 y nghla th~c
tic3n cho cac sieu thi t~i
TP.HCM, cac
cong ty quang cao va nghien CUll thi tntong, cac t6 chtl'c kinh doanh sieu thi dang
c6 y dinh dau ttt kinh doanh siell thi t~i
thi trttong TP.HCM. Cq th~
nhtt sau:
MQt Ia, ke't qua ctla nghien cull nay giup cho cac nha kinh doanh sieu thi t~i
TP.HCM xac dinh r5 cac ye'll t6 tac dthi cling nhtt each thuc do lttong cac ye'u t6 nay. Tu d6 c6 th~
htqc, ke' ho~c
ct~
th~
d6' cai tie'n ho~t
d(?ng, mang l~i
hang, thu hut khach hang va tang kha nang
c~nh
s~t
d~
ra nhftng chie'n
thoa man cho khach
tranh.
Hai la, ke't qua ctla nghien c(tu nay giup cho cac cong ty quang cao va
nghien ctl'll th! tntong n~m
b~t
dttqc cac ye'u t6 tac d
de'n s~t
ciia khach hang sieu thj. Tu d6, cac cong ty trong nganh nay c6 th~
thtfc hi~n
dt! an nghien cuu, xay dtfng cac chttong trinh quang cao, tuyen truy~n
m~nh
vao cac ye'u t6 nay d~
thi
t~i
t~o
cac
nha'n
ra hinh anh t6t, thu hut khach hang cho cac sieu
TP.HCM (trong tntong hqp cac sieu thi
Ba la, ke't qua ctla nghien cuu nay c6 th~
sieu thi (d khu v~tc
thoa man
d~t
hang).
giup ich cho cac nha kinh doanh
khac) dtf ,d!nh dau ttt kinh doanh sieu thi t~i
m
TP.HCM c6 dttqc
kinh doanh ciia
hq.
3
Ct,llll
tir khach hang sieu llli
(j
diiy vii cii lu~n
V
5
Cu6i cung, nghien ctl'u nay c6 thc5 lam tai li~u
tham khao cho sinh vien nganh
tie'p th!, quan tr! kinh doanh va nhrrng nha nghien cuu mu6n di sau nghien ctl'u
I
vest{ thoa man khach hang sieu th! d TP.HCM va d
1.5. Ktt ca'u cua lu~n
Ke't ca'u cda lu~n
Vi~t
Nam.
van
van nay dttqc chia thanh 5 chuang. Chuang 1 nay gidi thi~u
tdng quan ve de tai nghien cuu. Chuang 2 trinh bay co sd ly thuye't ve Slf thoa
man ciia khach hang, m6i quan h~
ye'u t6 tac d()ng de'n s~r
cda n6 vdi cac khai ni~m
c6 lien quan, cac
tho a man ciia khach hang va .xay dlfng mo hinh ly thuye't
cho nghien cuu. Chuang 3 trlnh bay phttang phap nghien cuu dc5 xay dlfng, danh
gia thang do va kic5m djnh mo hlnh ly thuye't cung cac gia thuye't de ra. Chuang 4
trinh bay phuong phap phan tich thong tin va ke't qua nghien ctl'u. Cu6i cung,
Chuang 5 t6m t~f
d6i vdi ho~t
nhrrng ke't qua ciia nghien cuu, nhrrng ham y cua nghien cuu
d()ng kinh doanh sieu thi t~i
TP.HCM cling nhtt cac h~n
nghien cuu dc5 dinh httdng cho nhii'ng nghien ctl'u tie'p theo.
che' ciia
6
Chtidng 2
co s{J LY THUYET vA Mo HiNH NGHrEN·cuu
2.1. GiOi thi~u
Chtfong 1 da gidi thi~l
thi~u
cac ly thllye't v~
t6ng qllan d~ v~
tai nghien cull. Chttong 2 nay se gidi
S\f thoa man ciia khach hang va cac khai ni~m
c6 lien
quan nhtt chift htqng d!ch VI;J, mong mu6n, ... da dttqc xay dtfng va phat tri€n tren
the' gidi. B6ng thai, chttong nay cling dtta ra m()t mo hlnh ly thuye't va xay d\tng
cac gia thuye't cho nghien cull. Chtfdng nay bao g6m 3 ph§:n chfnh nhtt sau: (1)
Stt thoa man ciia khach hang, (2) Mong mu6n ciia khach hang, (3) Cac ye'u tO'
tac d()ng de'n S\f thoa man ci1a khach hang sieu thi t~i
TP.HCM va mo hlnh
nghie n ctfu.
2.2. Sq tho a man cua khach hang
2.2.1 .. Bjnh ngh'ia
C6 rift nhi~u
d!nh nghia v~
st} tho a man ciia khach hang nhtt:
S\t thoa man Ia muc d() ci1a tr~ng
vi~c
thai cam giac ciia m()t ngttoi ha:t ngu6n ttr
so sanh ke't qua thu dtf
vdi nhii'ng ky vqng ciia ngttoi d6
(Kotler 2001).
Slf thoa man la slf phan ung ciia ngttoi tieu dung dO'i vdi vi~c
khac nhau giii'a nhii'ng mong mu6n tntdc d6 (ho~c
hi~n)
va slf th~
hi~n
thttc s\f ciia san ph~m
nhii'ng tieu chu~n
nhtt la m()t S\f chifp nh~
ttdc lttqng stt
cho s~f
th€
san khi dung
n6 (Tse va Wilton 1988).
Con kha nhi~u
nhi~u.
d!nh nghia khac v~
tranh cai thu vi v~
S\f tho a man ciia khach hang cling nhtt kha
n6 nhtt: ngttoi tieu dung c6 th€ tho a man hay khong
thoa man vdi cung m()t mLYc d() thoa man nh~
man nhi~u
·hdn ciia ngttoi tieu dung hi~n
dLtqc, vdi nhu c§:u c§:n dtf
nay th1 c6 y kie'n cho rAng muc thoa
7
man khach hang trong hi~n
t~i
co th€ Ia s~r
khong thoa man (d m<)t muc tudng
ttt<;Jng cao hon).
Chinh vl nhfi'ng ly do tren lam cho vi~c
djnh nghia chinh xac v~
str thoa man
trd nen kh6 khan, mrAng thoii man la gl, cho de'n khi dt~fc
yeu cftu cho m<)t djnh nghia v~
bie't
n6. Be'n
hie d6 thl dtrong nhtr khong ai bie't" (Fehr va Russe111984, 464).
Tuy nhien, chung ta c6 th€ hi6'u s~r
day: "SJ! thoii man Ia s~r
thoa man khach hang theo dinh nghia sau
phiin ling ciia ngtroi tieu dung d6i voi vi~c
dtt<;Jc dap
ll'ng nhfi'ng mong mu6n" (Oliver 1997, 13). Bjnh nghia nay c6 ham y rAng str
thoa man chinh Ia st,r hai long ciia ngtroi tieu dung trong vi~c
phfrm ho~c
tieu dung san
dich Vl;l do n6 dap ling nhfi'ng mong mu6n ciia hQ, bao g6m cii muc
dQ dap ll'ng tren mtl'c mong mu6n va dtroi muc mong mu6n.
Do ph~m
vi nghien ctl'u ciia d~
tai nen chung toi chi t~p
thoa man ct'ia khach hang trong IInh v~rc
trung phan tich v~
dich Vl;l. Tu dinh nghia v~
ct'ia khach hang neu tren chung ta c6 th€ suy ra rAng: S~r
s~r
st,r
thoa man
thoa man ciia khach
hang d6i vdi mQt dich Vl;l la SJ! phan U'ng CUa khach hang d6i Vi~C
dtl'QC dich V~l
d6 dap ling nhitng mong mu6n ct1a hQ.
M6i quan h~
ni~m
nhitng khai
giita s~r
th6a man ct'1a khach hang trong IInh vt,rc djch VLJ va
quan trQng khac trong IInh
v~rc
nay se dtrqc trlnh bay r5 d
nhitng ml;IC sau.
2.2.2. Phan bi?t S(l thoa miin ciia kluich hang vui chat lzt(lng d!clz
V(l
Thtl'ong thl nhitng tac giii trong cac a'n phfrm phd bie'n c6 khuynh httong dung
CLJm tu "s~r
tho a man" va "cha't ltrqng" theo nghia c6 th€ thay the' cho nhau,
nhung cac nha nghien cuu thl c6 g3:ng lam r5 y nghia ciia hai khai ni~m
phl;lc v9 cho
vi~c
nay d€
do lu'ong chang m teach chfnh xac (Zeitham1 va Bitner 1996).
Trong cac CUQC tranh lu~n
v~
ltr<;Jng", c6 m<)t s6 nha nghien cuu d~
s~r
khac nhau gifi'a "s~l'
thoa man" va "cha't
ngh! nen xem xet s~r
thoa man nhtr Ia m
st,r danh gia cua khach hang d m(tc d<) "tung giao dich rieng
bi~t"
(vi d9 nhtr: an
m<)t phftn an tSti ct:l'a hang McDonald's) thay cho "st,r danh gia d mll'c dQ toan bQ"
.
8
(vi dq nhu: slf tich li1y nhfi'ng kinh nghi~m
ca nhan rieng
thuc an nhanh). Trong khi cac cuqc tranh lu~n
cuu (vi d~:
Zeithaml va Bitner 1996) d~
le
vdi chu6i ctl'a hang
chtta nga ngfi, nhi~l
nha nghien
nghj nen xem xet hai khai ni~m
trend
ca hai mll'c dQ.
Thtfc Slf trong linh
V~fc
djch VIJ, hai khai
ni~m
"s~t
thoa man cua khach hang"
va "chat htqng djch Vti" (Service Quality) c6 stf khac nhau co ban dtfa tren vi~c
phan tich nhfi'ng quan h~
nhan qua cua chiing. S~t
chung la m
s6 khia qmh CIJ th~
thoa man cua khach hang nh'in
r(>ng han chat htqng dich vq (v6n chi t~p
cua dich V~I).
Vdi each nh'in nay, ta c6 th~
trung vaq mxem chat lttCJng
dich vq nhtt la m<?t ye'u t6 tac d(>ng vao stf thoa man khach hang. H'inh 2-1 san
day se minh hQa ro di~u
nay.
mnll 2-1: Mol quan h? giila S(l clli{p nh{jn clzlft lll(lng dfclz
miin cila khtich hang
V{l
va s{l thoa
Nhil'ng nhan t6 tlnh hu6ng
(Situational Factors)
Cha't ht<;jng dich v9
(Service Quality)
_.,
Cha't ltt<;1ng san phgm
(Product Quality)
...
•
Slf thoa man cua khach hang
(Customer Satisfaction)
j
Nhil'ngnhant6canhan
(Personal Factors)
Gia (Price)
Ngu6n: Zeithaml
Nhu
v~y
va Bitner (1996), Services Marketing, McGraw-Hill, trang 123.
ro rang Ia stf thoa man ctla khach hang Ht m
ni~m
r
g6m cac ye'u t6 tac d(>ng de'n n6 nhtt: chat htqng djch vq, chat lttqng san ph~m.
cac nhan t6 t'inh hu6ng, cac nhan t6 ca nhan.
MVl;l Va Slf thoa man la S\f chap nh~
hang phai c6 kinh nghi~m
djch V~l
hai khai ni~m
CO th€' XUat hi~n
chat Iuqng djch
ma khong Cftn khach
thtfc te' vtii m
9
ding khach s~n
h~
New World c6 chilt htqng d!ch V'l;l rift cao m~c
du chiing ta chtta
d do). Trong khi do slf thoa man khach hang chi co thc3' dti'
khach hang co kinh nghi~m
tht,tc te' v~
chiing ta c6 thoa man vdi khach s~n
tht,tc stf d t~i
t6 chii'c (chiing ta khong thc3' n6i ding
New World hay khong cho de'n khi chiing ta
d6).
2.2.3. Mifi lien h? giila
S(l
thoa miin cila khach hang va
sv chi{p nhljn djch
V(l
S\t thoa man ciia khach hang la m()t trong nhung nhan to' chinh cua s~I'
nh~
chilp
d!ch V'l;l ciia khach hang va chiing ta cung co thc3' n6i ding day Ia nhan to'
quan trQng nhilt d~n
de'n vi~c
khach hang c6 chilp nh~
2-2 sau day se minh hQa r6 hon viln d~
nay.
Hinlz 2-2: Nlzilng nlzan ttl tac df)ng den
kllaclz hang
Giao dich DV
Hlnh anh don
dich V'l;l hay khong. Hlnh
sv clli{p nlzljn djclz V(l ciia
B~ng
Chat lttqng DV
chung DV
vi
J
Gia
Ngu6n: Zeithaml
va Bitner (1996), Services Marketing, McGraw-Hill, trang 104.
0 day chiing tOi xin trlnh bay r6 v~
giao djch djch VlJ (Service Encounters) va
nhung bAng chii'ng djch VlJ (Evidence of Service) vl day Ia nhung d~c
di6m ril.~ng
.c6 trong llnh Vtfc djch VlJ.
Giao d!ch djch VlJ la ye'u to' gay an tti'
giao dich, titp xiic vdi cac
thc3' nhti' v~y,
t6 chii'c, va
t6 chii'c kinh doanh djch VlJ. Trong tU'ng giao dich
khach hang se co m()t st,t nh~
di~u
me d6i vdi khach hang khi hQ
xet nhanh v~
nay dong g6p tn,tc tie'p vao s~t
c~1
chilt lti'
thoa man chung ciia khach·hang
10
d6i vdi t6 chtl'c kinh doanh d!ch VlJ. Nhtt v~y,
tU'ng giao d!ch ClJ th€ chinh Ia ti~m
nang ldn d€ cac don v! kinh doanh d!ch vq gia tang stf thoa man eli~
khach hang
va lam tang kha nang khach hang quay trd l1;1i vdi don vj minh. Co cac lo1;1i giao
dich d!ch VlJ sau day: giao dich gian tiep (remote encounters) Ia giao dich khong
co stf lien h~
tnrc tiep giua ngttoi voi ngttoi (vi dlJ, khach hang giao d!ch vdi
ngan hang thong qua may nH ti~n
tlf d<)ng); giao dich qua di~n
tho1;1i (phone
'
encounters); va giao d!ch tn.,tc tiep (face- to- face encounters).
Bdi vi djch VlJ c6 tinh chft vo hinh nen khach hang thttong tim kiem nhung
b~ng
chli'ng (hay nhfi'ng yeu t6 "hfi'u hinh ") trong nhfi'ng giao djch rna h9 th1fc
hi~n
vdi cac t6 chli'c kinh doanh dich VlJ. Nhung b~ng
chtl'ng nay gdm c6: con
ngttoi (nhan vien, chinh ban than khach hang va nhung khach hang khac); qua
trlnh xti' ly djch VlJ (vong luan chuy€n cua hO(;lt d<)ng, cac bttdc thlfc hi~n
VlJ, ...); cac yeu t6 v~t
chftt (phttong ti~n
nhung yeu t6 nay d~u
it nhi~u
thong tin lien l~c,
xua't hi~n
hang VOi don Vj kinh doanh djch V~l
djch
trang thiet bi,... ). Tftt ca
trong cac giao djch ClJ th€ giua khach
va la nhfi'ng yeu t6 quan trQng cho Vi~C
quan
ly cha't htqng djch VlJ, t(;lo ra stf thoa man cho khach hang.
CJ tren Hi nhfi'ng phan tich kha sau V~
khai ni~m
Slf thoa man CUa khach hang va m<)t
c6 lien quan den no. Tuy nhien, con m<)t khai ni~m
dttqc neu ave tiep trong djnh nghia v~
chua d<3 c~p
s~t
s6
ra't quan trQng,
thoa man rna den gio chung ta vftn
den - Mong mu6n ct:ia khach hang. V~y
mong mu6n cua khach.
hang la gi?
2.3. Mong mu6n cua khach himg
2.3.1. Bjnll ngll'ia
Theo djnh nghia chung v~
"slf d~t
nhfi'ng s~t
mong mu6n cua con ngttoi thi mong mu6n Ia m<)t
ttdc trttdc ket qua trong tttong lai dtfa tren nhfi'ng kinh nghi~m
ki~n
hi~n
t(;li, ho~c
tntdc d6,
nhftng ngu6n thong tin khac" (Tryon 1994, 313). .
Trong linh VlfC kinh doanh djch Vl} thi mong mu6n cua khach hang dtt<;Jc djnh
nghia nhtt sau: "Mong mu6n cua khach hang Ia nhfi'ng ni~m
tin v<3 dich VlJ dtt<;Jc
11
cung dip, c6 ch(tc nang nhtt Ia cac tieu chuffn ho~c
gia s~t
th~
hi~n
nhung di~m
so sanh d~
danh
ct'ia dich V9" (Zeithaml va Bitner 19.96; 76).
Mong mu6n la m
ra't quan trqng trong nghien cuu, do lttong stf
tho a man cua khach hang, nhttng tren th~c
te' n6 thttong bi lfrn l
va "yeu cfiu ". Kotler (2001) da c6 stf phan bi~t
nhung khai ni~m
nay nhtt sau:
Nhu cfiu cua con ngttoi la IDQt tr<;tng thai cam giac thie'u h9t mQt S~(
thoa man
cd ban nao d6. Ngttoi ta cfin c6 thuc an, qufin ao, ndi d, sv an toan, clia cai, S~(
quy trqng va IDQt vai thu khac d~
Mong mu6n la s~t
t6n t<;ti.
ao ttdc c6 dtt<;Jc nhung thu c~1
th~
d~
thoa man nhu cfiu sau
xa hdn d6. MQt ngttoi c6 nhu cfiu v6 qufin ao va mong mu6n c6 bQ d6 Pierr.e
Cardin, c6 nhu cfiu v6 s~t
quy trqng va muo'n mua m
Yeu cfiu la mong mu6n c6 dtt<;Jc nhung san phffm c9 th~
dtt<;Jc h~u
thufin ct'1a
kha nang va thai d san sang mua chung. Mong muo'n trd thanh yeu cfiu khi c6
sue mua h6 tr<;J.
Tuy nhien, xin lttu
y ding st,t phan bi~t
tren chi c6 tinh cha't tudng d6i va theo
Oliver (1997) thl thttong hai khai ni~m
bi~t
"mong mu6n" va "nhu cfiu" kh6 phan
hoan toan va doi khi trd nen c6 th~
thay the' cho nhau.
2.3.2. Plzlin lof!i mong muolz cil.a klu1clz lz(mg
Trong khi hfiu he't mqi ngttoi d.m nh~
dtt<;Jc ding mong muo'n la gi thi cac
nha marketing dich v9 cfin di sau hdn va lam ro hdn dinh nghia v6 mong muo'n
d~
th~c
hi~n
vi~c
do lttong va quan
ly
n6. Trong nghien ctl'u cua minh, Zeithaml
va Bitner ( 1996) da tim tha'y ding khach hang c6 nhi6u d<;tng mong mu6n khac
nhau v6 dich v~1
va hQ da chia chung thanh hai muc dQ eli a mong muo'n nhtt sau:
Dich v9 mong ltdc (desired service): la nhung muc dQ d!ch v9 rna khach hang
hy vqng se nh~
dtt<;Jc. N6 dlf<;Jc mo ta nhtt la m
hang tin d.ng "c6 th~
la" va "nen la ".
Dich v9 thoa dang/dich v9 cha'p nh~
dQ dich v9 rna khach hang se cha'p nh~.
dtt<;Jc (adequate service): la nhung muc
Trong tht}c te', khach hang luon hy
12
VQng se d<;tt dtl'Qc nhfi'ng mtl'c d() d!ch vq rna hQ mong tide nhtl'ng hQ cling nh~
ra
dng khong phai ba't crt IUc nao nhfi'ng mong uoc d6 cling dt!
v~y
rna nhfi'ng mong mu6n tha'p hdn, phu hQp thvc te' hdn dtl'Qc d~t
ngtl'Ong d€ hQ cha'p nh~
Th~t
v~y,
ra nhtt m()t
d!ch v~1.
ai trong chung ta khi di mua s~m
t<;ti si€u thi d€u c6 mong uoc ding
ndi d6 se c6 ra't nhi€u hang h6a dd chung ta ltfa chqn, cha't lu
bao va gia care. Tuy nhien, chung ta cling nh~
cling c6 di~n
ra !·hng khong phai sieu th! nao
tich di1lon d€ c6 dfry dii hang h6a nhu chung ta mong tl'oc va gia ca
.t<;ti sieu th! thl khong th€ nao re hdn d chQ du
cho may l<;tnh, thang cu6n, anh sang, ... Do v~y
chung ta se d~t
chi phi
rna khi di mua hang d sieu th!
ra nhfi'ng mrtc yeu cfiu phu h
ngay phai dfry dd, gia ca khong cao hdn nhi€u so voi chQ (vi dv: ttl' 3% de'n
5%), ...
Va'n d€ d~t
ra
oday Ia nhfi'ng mong mu6n v~
d() gi6ng nhau hay khac nhau cho nhfi'ng
'
d!ch vv cda khach hang c6 m(tc
t6 chtl'c kinh doanh d!ch
vq trong cung
m()t nganh. Cau tra lOi Ia nhfi'ng "dich vq mong uoc" thl gfin nhu gi6ng nhau
trong tU'ng nganh hyp (subcategories) va khac nhau trong m()t nganh r()ng
(industry). Vi dv trong nganh kinh doanh an u6ng thl c6 cac nganh con nhu: nha
hang sang trQng, etta hang thtl'c an nhanh, etta hang an d cac be'n xe, be'n tau.
Nhfi'ng d!ch vq mong tl'oc d6i nhung cil'a hang thtl'c an nhanh la ti~n
lQi, nhanh
chong, S<;tCh se con d6i voi nhfi'ng nha hang sang trqng la khung canh thanh Itch,
nhan vien l!ch stf, thtl'c an ngon. Trong khi d6 nhfi'ng "d!ch vq tho a dang" thl hfru
nhu khac nhau d6i voi nhfi'ng
t6 chtl'c kinh doanh dich vq
trong cling m()t nganh.
13
2.3.3. Miin chju dtfng va Mo'ilien
kluiclt !tang
Mi~n
v~
/lf giiia mong muffn vui Sl/ thoa miin cila
chju dtfng (The Zone of Tolerance): Ia khoang tr6ng giua muc d() djch
khach hang mong u·oc voi muc d() dich v~
hi~n
gioi hC;ln khach hang cha'p nh~,
rna hQ nh~
dtt<;Jc. Mi~n
rna hQ siin long cha'p nh~.
"chju dtfng" dt!<;Jc s~t
chju dt}ng dtt<;Jc minh hQa b~ng
No th€
bie'n d()ng cU. a djch v~
hlnh sau:
ffinlt 2-3: Miin cltju dtfng
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Dich vv thoa dang
· · Ngudn: Zeithaml
j
va Bitner (1996), Services Marketing, McGraw-Hill, trang 80.
Ne'u dich V\l dtt<;Jc cung ca'p th€ hi~n
dttoi mttc "djch v~
tho a dang" thl khach
hang se ra't tha't VQng va hQ se khong thoa man. Ne'u djch v~
hi~n
tren muc "djch v~
mong tl'Oc" thl khach hang se ra't vui sttong, ng(;lc nh~
va rfit thoa man. Ne'u djch v~
"mi~n
chju d~tng"
y d~c
hi~n
dtt<;Jc cung ca'p th€ hi~n
bi~t
dang" - c~n
dtt<;Jc cung cfip, nhttng
cung ca'p se khong gay str
d6i voi khach hang. Ne'u nhtt djch v~
dtt<;Jc cung cfip co muc th€
chfip nh~
thl se lam cho khach hang d~c
httdng tich C\l'c (ne'u n6 d muc tn3n mi~n
Nhtl' v~y
trong
khac nhau cua djch v~
d ngoai mi~n
dttdi mi~n
d nhung muc d() n~m
thl khach hang se thoa man voi djch v~
hie nay cac muc d() th€ hi~n
chu
dtt<;Jc cung ca'p th€
chfip nh~)
ho~c
bi~t
chu
y
theo
tieu c\{c (ne'u n6 d muc
cha'p nh~).
co th€ noi dng ne'u st} th€ hi~n
cua djch v~
d muc til' "djch v~
thoa
dttoi cua mi€n chiu dtfng - trd len thl se mang l(;li St} th6a man cho
1
khach hang con neu n6 n~m
khach hang khong thoa man .
...
(1
muc dttoi "djch v~
tho a dang" thl no se lam
14
Tuy nhien, mi~n
chiu d~tng
cling c6 th~
noi r(>ng ra hay thu hyp l~i
khach hang. M(>t ngtl'CJi dang VQi va ra't bi;in r(>n voi cong vi~c
cha'p nhi;in d6i voi vi~c
xe'p hang chCJ tinh ti~n
t~i
cua mlnh thl mi~n
.
qufty thu ngan cua sieu thi se
ra't hyp. Trong khi d6, mVl;l tren se ndi r(>ng ra. S~t
trong m(>t
ndi r(>ng hay thu hyp cua mi~n
cha'p nhi;in d6i voi dich
cha'p nhi;in chu ye'u la
do str tang len hay giam xu6ng cua "djch V\1 thich hqp ". Hon nua mi~n
nh~
cha'p
con b! anh htl'dng bdi cac nhan t6 khac nhtl' nhu cftu ca nhan, nhan t6 tlnh
hu
doanh djch Vt;l CO th~
BcS hi~u
hang d~
ki~m
soat dtl'
r6 cac ye'u to' tac d(>ng de'n mong mu6.n va str thoa man cua khach
tu d6 CO chinh sach cai tie'n djch Vt;l, pht;tc Vt;l khach hang t6t hon, nhfi'ng
nha lam marketing djch vt;t phai tie'n hanh cac cu(>c nghien cll'u khach hang.
Hi~n
nay, cac nha nghien cll'u tren the' gioi da c6 kha nhi~u
va'n. d~
nay. Phftn sau day se trlnh bay vi~c
cu(>c nghien cll'u v~
vi;in dt;tng nhung ke't qua nghien ctl"u
dtl'<Jc m(>t s6 nha nghien cU'u dtta ra d€' tlm hi€'u, kham pha cac ye'u t6 tac d(>ng
vao St;l' thoa )llan cua khach hang sieu thi
t~i
TP.HCM.
2.4. Cac y€u t6 tac dQng vfw srf thoa man cua khach hang sieu thi t~i
TP.HCM va mfi hinh nghien cuu
Theo Zeithaml va Bitner ( 1996), s~t
bai cac ye'u
t6 sau day:
tho a man ct'ia khach hang chju tac d(>ng
chat ht
(product quality), gia ca (price), nhung nhan to' hoan canh (situational factors) va
nhung nhan t6 ca nhan (personal factors).
Trong llnh V~l'C
kinh doanh djch Vt;l thl cha't ltt<jng djch Vt;l la m(>t ye'u t6 rat
quan trqng tac d(>ng ml;lnh de'n st} thoa man ct'ia khach hang. M(>t trong nhrrng
thang do cha't lttqng djch v9 dtl'
SERVQUAL dtt
t~o
ngtl'CJi cha'p nhi;in nha't la thang
ra vao giua nhung nam 1980 bdi Parasuraman, Zeithaml
va Berry. Bay la m(>t thang do lttCJng da huang (multidimensional scale) g6m c6
cac l1ttong do ct;t th~
nhtl' sau:
15
.• S~t
tin c~y
(Reliability):
uu6 chile kinh doanh d!ch
L((C
Vl;l
c6 kha nang cung
dip d!ch
Vl}
dung nhtt da hila. N6 thc5 hi~n
dip djch
Vl}
dung gia da ht'i'a khong, c6 cung dip dung djch
Cl;l
thc5 qua vi~c
.
t6 chile c6 cung
Vl}
ngay trr dftu
khong, ...
• S~t
dap ling nhi~t
tlnh (Responsiveness): la S~(
va cung cfip d!ch v~1
san long git1p da khach hang
m()t each nhanh ch6ng.
• Stt an toan (Assurance): la stt hic5u bie't, ljch stt va kha nang cua nhan vien
tC;lO ra cho khach hang m()t stt an tam, tin tttdng .
• St! thfiu cam (Empathy): la s~t
phl;IC V~l
chu dao, s~t
quan tam d~c
vdi khach hang va kha nang am hic5u nhfi'ng nhu cftu rieng bi~t
bi~t
d6i
cua khach
hang.
• Ye'u t6 huu hlnh (Tangibles): la co sd v~t
nhfi'ng cau khftu hi~u,
Tuy nhien vi~c
Vl;l
sil' d~1ng
nhfi'ng t~p
gidi thi~u
chfit, trang thie't bj, nhan vien,
v~
d!ch v~1.
thang do SERVQUAL dc5 do lttang chat htc;Jng djch
cua cac sieu th! tC;li thanh ph6 H6 Chi Minh n6i rieng va Vi~t
se g~p
phai nhung kh6 khan v~
s6t mmua s~m
di~n
Nam n6i chung
giai ngu ngh!a vdi khach hang va c6 thc5 bo
di€m tac d()ng de'n stf thoa man cua khach hang n6i chung khi
tC;li sieu thi. Ching hC;ln nhtt khi nh~c
thl da s6 khach hang d~u
de'n c1;1m trr "chfit lttc;Jng djch vt~"
ngh! de'n cac djch Vl;l ph1;1 them nhtt giu xe, giu gio, ...
cua sieu thi cht'i' khong hi€u he't ngh!a chung cua n6. M~t
khac m()t s6 httdng do
lttdng cua thang SERVQUAL lC;li dttc;Jc khach hang g()p lC;li va gQi vdi m()t ten
khac, nhtt "stt dap ung nhi~t
nh~
tlnh" va "stt thfiu cam" lC;li dttc;Jc khach hang cam
chung nhtt la "thai de) ph9c
v~1
".
Theo ke't qua nghien cuu kham pha (b~ng
ky thu~
thao lu~n
phttong phap dinh tinh, thong qua
nh6m) ctla chung toi thl ngttai tieu dung di mua sam tC;li sieu
thi vl nhfi'ng ly do sau day: sieu th! la noi t~p
trung nhi~u
hang h6a nen d~
ltfa
chQn hang h6a khi mua; chat lttc;Jng hang h6a t(;li sieu thi dam bao; gia ca t(;li sieu
thj dttc;JC niem ye't san nen khong phai tra gia; mua s~m
mat me; c6 thG ke't hqp vi~c
mua sam voi vi~c
tC;li sieu thj thoai mai,
vui choi giai tri.
16
Tu nhfi'ng ly do u·en hay n6i khac di Hi nhfi'ng mong mu6n chung d6i vdi lo~i
hlnh sieu thi, ngttoi tieu dung t~i th~m
ph6 H6 Chi Minh cho ding m.
"t6t" (mqt sieu th! rna khi mua s~m
d d6 hQ hoan toan thoa man) phai c6 cac
ye'u t6 sau day:
• Chfit lttqng hang h6a t6t, dttqc th~
s~ch
hi~n
qua cac d~c
dic3'm nhtt: hang h6a
se, bao bl con mdi, c6 day du thong tin tren bao bl,...
• Chung lo~i
hang h6a da d~ng,
dttqc thc3' hi~n
tieu dung hang ngay day dii, c6 nhit'3u m~t
qua cac d~c
dic3'm nhtt: hang
hang dc3' l\fa chQn, c6 nhit'3u hang
mdi.
• Gia ca hang h6a phai chang, dttqc thc3' hi~n
cac m~t
qua cac d~c
dic3'm nhtt: gia ca
hang tieu dung hang ngay khong cao han nhit'3u so vdi chq, gia
thttong re hon cac sieu thi khac, gia ca cac m~t
hang phu hqp vdi chfit
lu'qng cua n6.
• Thai d ph9c VIJ t6t, dttqc thc3' hi~n
qua cac d~c
dic3'm nhtt: nhan vien sieu
thj luon san long ph!JC V9 khach hang, }ich Slf, than thi~n,
pht}C VIJ nhanh
nhen, ...
• Moi trttong mua sAm t6t, dttqc thc3' hi~n
sieu thj r()ng rai, IO'i di gifi'a hai k~
qua cac d~c
dic3'm nhtt: m~t
bAng
hang r()ng rai, khong gian ben trong sieu
thj thoang, thoai mai.
• Bam bao an toan, dttqc thc3' hi~n
qua cac d~c
dic3'm nhtt: h~
th6ng phong
chay, chua chay t6t, IO'i thoat hic3'm ro rang, khi vao sieu thi khong lo bj mfit
cAp tai san, tit'3n b~c.
sau s~t
ki~n
Bay Hi d~c
dic3'm dttqc khach hang d~c
chay toa nha Trung tam thttong m~i
bi~t
qu6c te' (lTC) t~i
quan tam
thanh ph6
H6 Chi Minh.
• Chttong tdnh khuye'n mai hfip d~n,
dttqc thc3' hi~n
chttong tdnh khuye'n mai thttong xuyen, hfip d~n
thu tham gia .
•
qua cac d~c
dic3'm nhtt:
va du'<;Ic kha.ch hang thich
17
Hay n6i m
thoa man clia khach hang khi mua s~m
sieu th! chin Hie d<')ng bdi cam nh~
v~
h6a, gia Ca hang h6a, thai dQ ph~lC
t~i
m
cha't ltt'q_ng hang. h6a, chiing lo~i
V~l,
moi tnt'ong mua S~m,
S~t'
hang
an toan, Chtt'dng
trinh khuye'n mai clia khach hang d6i voi sieu thi d6.
D~ra
vao nhung phan tkh tren, chung t6i d~
ngh! m
ffinh 2-4) va cac gia thuye't nhtr sau:
Gia thuye't Hl: Cam nh(m cua khach himg vJ chfit luqng hang h6a dmg cao
thz Sf! thoa man CUCl hr; d(/i vcJi sieu thj cang CClO.
Gia thuye't H2: Cam nhqn cua khach hang vJ Sf! da dg_ng cua chung lo~i
hitng hoa cang cao thz Sf! thoa man cua hr; do'i vcJi sieu thj dmg cao.
Gia thuye't H3: Cam nhqn cua khach himg vJ Sf! phi~
hqp cua gia cd hcing
hoa ccing cao thz Sf! thoa mdn cua hr; do'i Vdi sz'eu thj cang cao.
Giil thuye't H4: Cam nh(zn cua khdch hclng vJ thai dl} phf!-C Vf!- tqn tlnh dmg
cao thz Sf! thoa man cua hr; do'i Vdl sieu thj ccing CClO.
Gia thuye't HS: Cam nh(zn cua khdch hclng vJ sf! thoai mai cua moi truong
mua sdm cclng cao th1 sf! thoa man cua hr; do'i voi sieu thj clmg cao.
Gia thuye't H6: Cam nh(in cua khdch hczng vJ sf! an tocln cclng cao th1 sf! thoa
man cua hr; do'i vdi sieu thj cclng cao.
Gia thuye't H7: Cam nhqn cua khdch hclng vJ Sf! hajJ dJn cua chuang trlnh
khuytn mai ccing cao th1 sf! thoa man cua hr; do'i voi sieu tht cclng cao.
B€ gqi ten cac ye'u
t6 nay don gian va
gqn, chung ta t~m
gqi t~
nhtr
san: cam nh~
ciia khach hang v~
cha't ht'<;Jng hang h6a gqi Ia chfit luqng hclng
h6a, cam nh~
ctl.a khach hang v~
s~r
chung log_i hclng h6a, cam nh~
tlnh gQi }a thai d(} phf!-C Vf!-, cam nh~
tnt'ong mua s~m
_.
ctl.a chtl.ng lo~i
. ,
_,., . -·
khuyen ma1 gq1la chuang tnnh khuyen mal.
~
hang h6a gqi Ja
phu h<;Jp cua gia ca hang
Clla khach hang V~
ctl.a khach han!f "~.
,
s~t'
ctla khach hang v~
gqi Ia moi tru(/ng mua sdm, cam nh~
gQi la sf! an tocln, cam nh~
"'
da d~ng
ctla khach hang v~
h6a gqi la gia ca hang h6a, cam nh~
~oan
ng~
thai d ph~1c
v9 t~n
Stf thoai 'mai Ctla moi
ctla khach hang v~
stf_hfip dan qia.dl
BQ GIAO Dl)C VA DAO TAO
TRUONG DH I
TH:u·viEN
...:..
--
s~r
an
ng trlnh
J8
ffinlz 2-4: Mo hinh lj tlzuytt cila dl tai
Cha't ltfQ'ng hfmg h6a
Chung Io~i
Ghi
hang h6a
ca hang h6a
Thai d() phvc vv
MlH trtfO'ng mua s~m
Stf an toim
Chtfdng trlnh Kmai
2.5. Tom Hit
Chttdng 2 nay da trlnh bay tom tAt cac ly thuye't lien quan de'n s~t
thoa man
ciia khach hang va c6 gAng xay dtfng mdQng CUa CaC ye'u t6 lien quan vao Slf thoa man CUa khach hang sieu th! t~i
TP.HCM. C1:1 th€' cac ye'u t6 nay la: chfit lttqng hang h6a, chung lo~i
gia ca h~ng
hang h6a,
h6a, thai d phtJC Vl:l, moi tnl'ong mua sAm va chtl'dng trlnh khuye'n
mai. Cac gia thuye't dtl'<;lc d~t
ra rAng ne'u ciim nh~
ciia khach hang v~
stf t6t
dyp CUa cac ye'u t6 tren cang cao thl Slf thoa man cua hQ d6i vdi sieu th! cang
cao.
Chttdng tie'p theo se trlnh bay phttdng phap nghien cuu dttqc thtfc hi~n
dtS xay
dtfng va danh gia cac thang do ltl'ong va kitSm d!nh Slf phu h
thuye't vdi thong tin th! tntong.