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Ӝ HÀI LỊNG CӪA DU KHÁCH
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CH VӨMUA SҲM TҤI CÁC SIÊU THӎ
ĈҺC SҦN MIӄN TRUNG Ӣ Ĉ¬1
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Lͣp 13CVNH, Khoa L͓
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m - Ĉ̩i h͕FĈj1
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GVHD: ThS. Lê Th͓Thu Hi͉
n
Khoa L͓
ch s͵7U˱
ͥQJĈ
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PĈ
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ng
- Ĉj1
ҹ
ng, 5/2017 -
Lͥi c̫m ˯n
LͥLÿ
̯u tiên, tôi xin gͧi lͥi c̫P˯QVk
u s̷c nh̭
Wÿ
͇
n Th.S Lê Th͓Thu Hi͉
n
ÿm JLjQK
͉
u thͥi gian
QKL
và tâm huy͇
Wͣ
K˱
ng d̳
n nghiên cͱu và giúp tơi hồn
thành khóa lu̵n t͙t nghi͏
p này.
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n thͱc chun
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͡t ph̯n nhân cách cͯa tôi. Nhͷng ki͇
n
thͱc và kͿQăQJÿ˱
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n sͅOjKjQKWUDQJTXê
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tͭc hồn thi͏
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n Ban Giám hi͏
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FKĈj1
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ÿL
ki͏
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c thu th̵p tài li͏
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Qÿ
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q th̯
y cơ c̫m thơng và góp ý chân thành cho tôi.
M͡t l̯
n nͷa tôi xin chân thành c̫P˯Q
Ĉj1
̽ng, tháng QăP
Sinh viên
'NJ7K
ӏThanh Thuӹ
0Ө&/Ө&
MӢĈҪU ...................................................................................................................... 1
1. Lý do chӑQÿ
Ӆtài ..................................................................................................... 1
2. Lӏ
ch sӱnghiên cӭu .................................................................................................. 2
3. MөFÿtFKYjQKL
Ӌ
m vөnghiên cӭu ......................................................................... 3
3.1. MөFÿtFKQJKLrQF
ӭu ..............................................................................................3
3.2. NhiӋ
m vөnghiên cӭu .............................................................................................5
Ĉ
ӕ
LWѭ
ӧng và phҥm vi nghiên cӭu .......................................................................... 5
4.1. Ĉӕ
LWѭ
ӧng nghiên cӭu .............................................................................................5
4.2. Phҥ
m vi nghiên cӭu ................................................................................................5
5. Nguӗ
QWѭOL
Ӌ
XYjSKѭѫQJSKiSQJKLrQF
ӭu........................................................... 5
5.1. NguӗQWѭOL
Ӌ
u ..........................................................................................................5
3KѭѫQJSKiSQJKLrQF
ӭu ........................................................................................6
ĈyQJJySF
ӫDÿ
Ӆtài ................................................................................................. 6
6.1. VӅmһ
t khoa hӑ
c .....................................................................................................6
6.2. VӅmһ
t thӵc tiӉ
n .....................................................................................................6
7. Bӕcөc cӫDÿ
Ӆtài ...................................................................................................... 7
NӜI DUNG................................................................................................................... 8
&KѭѫQJ
Ӣ LÝ &Ѫ
LUҰN6
VÀ HOҤ7Ӝ
Ĉ
NG KINH DOANH Dӎ
CH VӨ
MUA SҲM TҤI CÁC SIÊU THӎĈҺC SҦN MIӄN TRUNG Ӣ Ĉ¬1
ҸNG .........8
&ѫVӣOêOXұQ
.......................................................................................................... 8
1.1.1. Các khái ni͏
m ......................................................................................................8
1.1.2. Lý thuy͇
t v͉shài lòng .......................................................................................8
1.2. Khái quát vӅdu lӏ
ch thành phӕĈj1
ҹ
ng ............................................................. 14
1.3. Hoҥ
Wÿ
ӝng kinh doanh dӏ
ch vөmua sҳ
Pÿ
һ
c sҧ
n miӅ
n Trung tҥ
LĈj1
ҹ
ng ......... 19
1.3.1. S͙O˱
ͫng và phân b͙..........................................................................................19
&˯F
̭
u khách du l͓
ch .........................................................................................20
&KѭѫQJ.
HҦ26È7ĈÈ1+*,È0
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ӜHÀI LÒNG CӪA DU KHÁCH
ĈӔI VӞI Dӎ
CH VӨMUA SҲM TҤI CÁC SIÊU THӎĈҺC SҦN MIӄN TRUNG
ӢĈ¬1
ҸNG .............................................................................................................. 22
2.1. Mô tҧVѫOѭ
ӧc vӅnhân khҭ
u hӑc cӫDÿ
ӕLWѭ
ӧng nghiên cӭu ................................ 22
Ĉ
͡tu͝
i ...............................................................................................................22
2.1.2. Giͣi tính.............................................................................................................23
2.1.3. Ngh͉nghi͏
p .......................................................................................................23
2.1.4. Mͭ
FÿtFKFKX\
͇
QÿL
............................................................................................24
2.1.5. Kh̫QăQJFKLWLrX
..............................................................................................24
2.1.6. Mͱc thu nh̵p.....................................................................................................25
2.2. Phân tích mơ tҧmӭFÿ
ӝhài lịng cӫDGXNKiFKÿ
ӕi vӟi dӏ
ch vөmua sҳ
m tҥ
i siêu
thӏÿ
һ
c sҧ
n miӅ
Q7UXQJĈj1
ҹ
ng ................................................................................. 25
2.2.1. Stin c̵
y ...........................................................................................................26
2.2.2. Tinh th̯
n có trách nhi͏
m ..................................................................................30
2.2.3. Sÿ̫
m b̫o ........................................................................................................33
2.2.4. Sÿ͛
ng c̫
m ......................................................................................................36
2.2.5. Y͇
u t͙hͷu hình..................................................................................................38
&KѭѫQJ
ҦI
PHÁP*,
NÂNG CAO CHҨ7 /Ѭ
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CH VӨ MUA SҲM
TҤI CÁC SIÊU THӎĈҺC SҦN MIӄN TRUNG ӢĈ¬1
ҸNG ............................45
&ѫV
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Ӆra giҧ
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3.1.1. Sphát tri͋
n cͯa du l͓
FKĈj1
̽
ng ....................................................................45
3.1.2. Nhu c̯
u cͯ
a du khách .......................................................................................46
3.1.3. Sphát tri͋
n cͯa các siêu th͓ÿ̿
c s̫n mi͉
n Trung t̩LĈj1
̽ng ......................47
3.2. Giҧ
i pháp cөthӇ
.................................................................................................... 48
3.2.1. C̫
i thi͏
n, nâng c̭
SF˯V
ͧv̵t ch̭t trong các c͵DKjQJÿ
̿c s̫
n mi͉
n Trung ...48
3.2.ĈDG
̩
ng hoá s̫
n pẖ
m trong d͓
ch vͭmua s̷
Pÿ
̿c s̫n mi͉
n Trung ...............49
3.2.3. Nâng cao ch̭WO˱
ͫng ngu͛n nhân lFYjYăQKRiJLDRWL
͇
p nhân viên.............51
3.2.4. 7ăQJF˱
ͥng công tác qu̫
ng bá s̫n pẖm ........................................................52
Ĉ
̫m b̫
o an ninh tr̵t tͧsiêu th͓
....................................................................53
7ăQJF˱
ͥng vai trị cͯ
a chính quy͉
Qÿ
͓
DSK˱˯QJÿ
͙i vͣi sphát tri͋
n cͯa d͓
ch
vͭmua s̷Pÿ
̿c s̫n mi͉
n Trung .................................................................................53
KӂT LUҰN ................................................................................................................ 55
DANH MӨC TÀI LIӊU THAM KHҦO ................................................................. 57
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