Nghiên cứu mức độ thỏa mãn của khách hàng về chất lượng dịch vụ siêu thị của hệ thống siêu thị co opmart tại tp hồ chí minh

Thanh ph&n Dap ang responsiveness: th€ hil%n qua thai d, long mong muo'n Va Slf sifn sang cua nhan vien sieu thi trong vil%c phl,lC Vl,l cho khach hang.. Phffn trlnh bay tie"p theo d chu

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TRAN THJ HUE CHI

NGUOI Hu'<_!NG DAN KHOA HQC:

TS NGUYEN THl BICH CHAM

Tp Hfi Chi Minh - nam 2005

1\iUu -' ' 'j: ·· ,:, >t;;I;;J

- ···~·~·~~_

.,.,.~ L~ICAMON

Toi xin chan thimh cdm an co TS Nguy'~n Thj Bich Cham, nguiJi huang ddn khoa hqc cua lu(in van, dii giup toi tiip c(in thl;(c tiln, phdt hi~n di tili va dii t(in tinh huang ddn di toi hoan thanh lu(in van nay

Trang qua tr1nh thl;(c hi~n di tai, toi con nh(in duqc ra't nhiiu sl;( quan tam, gop y, giup diJ, h6 tr(/ quy bdu cua quy thdy co, dJng nghi~p, bc;m be va nguiJi than, dijc bi~t la:

Quy Thdy Co khoa Qudn tri kinh doanh va khoa Sau dc;li hqc truiJng Dc;li hqc Kinh Ti thanh pho' HJ Chi Minh dii tqo diiu ki~n to't nhdt cho toi hqc t(ip va nghien Cliu

Quy Thdy Co cua Chuang tr1nh gidng dqy kinh ti Fulbright dii giup toi tiip c(in vai mQt so' tai fi~u tham khao va cong Cf:l- phan tich dinh lU(/ng mai Chi Nguyln Thi Tranh ~ Gidm d(J'c chu6i sieu thi Co.opMart- va m9t so' anh, chi thu9c kho'i win phong Saigon Co.op dii giup toi tlm hiiu thl;(c trqng hoqt d9ng cua h~ tho'ng Co.opMart

Cdc dJng nghi~p tqi khoa Qudn tri kinh doanh cua truiJng Dqi hqc Cong

nghi~p thanh pho' HJ Chi Minh dii gop y, h6 trq toi trong qua tr1nh nghien cau di tai

M9t so' sinh vien lap Cao ddng Qudn tri kinh doanh dii giup toi phong van trl;(c tiip khdch hang di hoan thanh cdc bang cau hoi

Xin chan thanh cdm an va ghi nh(in tlnh cdm, tdm long cua mqi nguiJi dii danh cho toi

Tac gia: Trfin Thi Hue' Chi

LOICAMDOAN

T6i xin cam doan day la c6ng trlnh nghien cuu cua

c6ng trlnh nao khac

Tac gia lu~n van

Mt)C Lt)C

• L<Yicamdn

• L<Yicamdoan

• Mt;tc lt;tc

• Danh mt;tc cac bang biiu

• Danh mt;tc cac sd d6 va d6 thf

• Danh mt;tc cac pht;tlt;tc

• Phdn md ddu

Cm.1<1NG 1: C<1 sa LY LU~N LIEN QUAN DEN Sl;f THOA MAN CUA KHACH

' ;:: , , lJ(j ,

HANG VE CHAT L NG DJCH VlJ SIEU THJ ·~ 1

1.1 KHAI QUAT vF: DlCH VlJ v A KRAcH HANG TRONG THl TRVdNG BAN LE T AI cA c s.r:E u THl 1

1.1.1 Khdi ni~m vi sdn phdm- dfch V¥ 1

1.1.2 Khdi quat vi khdch hang 2

1.3.1 Thi tnt&ng ban leva lo((li hznh kinh doanh sieu thf 5

1.2 CHAT LV</NG DlCH VlJ s.r:Eu THl v A slj THOA MAN cuA KRAcH HANG 7 1.2.1 Chdt [U{Jng dfch V¥ va chdt lU{Jng dfch V¥ sieu thf 7

1.2.1."1 Cha't lu'<;Jng dich vt;t 7

1.2.1.2 Cha't lu'<;Jng dich vt;t sieu thi 9

1.2.2 Sf! thoa man cua khdch hang vi chdt lU{Jng dfch V¥ sieu thi 9

1.2.2.1 Slf tho a man cua k:hach hang 9

1.2.2.2 St;t' thOa man cua k:hach bang ve cha't lu'<;jng dich Vt;t sieu thi 10

, .f vn TOM TAT CH v N G 1 11

CH11<1NG 2: THl}C ,., , TR~NG HO~ T DONG CUNG CAP CAC DJCH VlJ CUA ~ THONG SIEU THJ CO.OPMART 13

., A :! A K A 2.1 GIOITH~U TONG QUAN He THONG SIEU THl CO-OPMART 13

211 G , ldl t h'" z~u tong quan ve azgon o.op "' ~s · c 13 2.1.2 Qua trznh hznh thanh va phdt triln cua hf thong sieu thf Co.opmart 14

HV , , ,

2.2 T C TRANG HOAT DQNG BAN HANG 16

2 2 1 C , ong tac to c ac, sap xep quay ang va c uan , "' h, & , , ~ h' ' h "' b' h' ! ang oa h, 16 2.2.2 Quy trinh ban hang t((li m6i sieu thf Co.opMart 19

2.3 THljc TRANG cAc HOAT DONG HO TR</ KRACH HANG 20

2.3.1 Cdc chuang trznh uu diii danh cho khdch hang 20

232 Chu'lYng nn .~ t' h "Kh' hh' ac ang an ze th" th'"'t" • h"th"' C cua ~ ong o-opmar t 20 2.3.3 Chuang trznh thanh toan bl'ing the tin d¥ng 21

2.3.4 Cdc dfch V¥ h6 tr{J khdc danh cho khdch hang 21

, .f vn TOM TAT CH vNG 2 22

SIEU THJ CUA H~ THONG CO-OPMART T~I TP.HCM 24

3.1 GIOITH$UCHUNG 24

A y'"f -' 3.2., NGHIEN Cu U DJNH TINH 25

3.2.1 · Cdch thU:c thf:(c hifn 25

3.2.2 Mo hznh 5 thimh ph&n chfft ht<;Jng djch v{l sieu thj 26

3.3 NGHllN CUU DJNH LU<;jNG 27

3.3.1 Thiet lgp bdng diu hoi sa bq & chinh thU:c 28

3.3.2 PhttlYng phdp nghien cU:u & thu thgp thong tin 30

3.3.3 Mo td mllu 32

3.3.3.1 ve slf lqa chc;>n sieu thi 32

3.3.3.2 ve gioi tinh : 33

3.3.3.3 ve d() tu6i 33

3.3.3.4 ve trlnh d() hc;>c vffn 33

3.3.3.5 ve thu nh~p 34

3.3.4 Ddnh gid dq tin cgy cua thang do 34

3.3.5 Ddnh gid dnh huiJng cua cdc ye'u to' chat [U(Jng djch V{l sieu thj de'n Sf:{ thoa miin cua khdch hang 35

3.3.5.1 Xay dqng mo hlnh nghien cuu 35

3.3.5.2 Danh gia tac d()ng cua cac ye'u to' chfft lu'<;jng dich Vl;l sieu thi de'n Slf thoa man cua khach hang 37

3.3 6 Phan tich mU:c dq tho a miin cua khdch hang vi 5 thanh phdn chat [U<;Jng djch V{l sieu thj 38

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

3.3.6.2 Ho1;tt d()ng h8 tr<;1 khach hang 41

3.3.6.3 Nhan llfc va nang llfc phi;IC Vl;l 44

3.3.6.4 Thanh ph~n Phuong ti~n hii'u hlnh 47

3.3.6.5 ve muc d() tin c~y 50

TOM TAT CHUONG 3 51

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

4.1 GIOI THI~U CHUNG 52

4.2 D:E XUAT MOT so GIAI PHAP NHAM NANG CAO MDC DO THOA MAN CUA KHACH HANG VE CHAT LU<;jNG DVST 53

4.2.1 Cdc gidi phdp lien quan de'n chflt [U<;Jng va gid cd hang h6a 53

4.2.2 Gidi phdp vi cdc hoqt dqng h6 tr(J ban hang 54

4.2.3 Gidi phdp nang cao chat lu<;Jng ngu6n nhan lf:(c 59

4.2.4 Nh6m gidi phdp vi phUlYng tifn hilu hlnh 61

4.2.5 Gidi phdp gia tang mU:c dq tin c(ly 62

/ 4 y'fn TOM TAT CHuvNG 4 65

• Ke't lu~n

• Tai li~u tham khao

• Phdn phi} ll}c

DANH MVC cAc sANG BJEU

• Bang 2.1: H~ th6ng chu6i sieu thi Co.opMart

• Bang 3.1: Quy trlnh nghien cuu

• Bang 3.2: Phan b6 cac sieu thi Co.opMart tren dia b~m TP.HCM

• Bang 3.3: T6ng h<Jp s61i~u H(y mfiu

• Bang 3.4: Thong tin mfiu v~ sv Iva chQn sieu thi

• Bang 3.5: Thong tin mfru v~ giOi tinh

• Bang 3.6: Thong tin mfru v~ d9 tu6i ciia khach hang

• Bang 3.7: Thong tin mfiu v~ trlnh d9 hQc va"n

• Bang 3.8: Thong tin mfiu v~ thu nh~p ciia khach hang

• Bang 3.9: Cac h~ s6 tin c~y Cropach Alpha

• Bang 3.10: GhH thich ky hi~u cac bie'n s6

• Bang 3.11: Ke't qua phan tich h6i quy tuye'n tinh b()i

• Bang 3.12: £>iSm trung blnh ciia thanh phfin Cha"t htqng & gia ca hang h6a

• Bang 3.13: Muc d9 hai long ciia khach hang v~ gia ca hang h6a

• Bang 3.14: £>iSm trung blnh ciia thanh phfin Ho~t d()ng h6 tr<J khach hang

• Bang 3.15: Muc d9 hai long ciia khach hang v~ dich v1:1 giao hang t~i nha

• Bang 3.16: Muc d9 hai long ciia khach hang v~ ho~t d()ng khuye'n mai

• Bang 3.17: £>iSm trung blnh ciia thanh phfin Nhan lvc & nang lvc ph1;1c v1;1

• Bang 3.18: Muc d9 hai long ciia khach hang v~ thai d9 ciia nhan vien khu

Tv chQn

• Bang 3.19: Muc d9 hai long ciia khach hang v~ thai d9 ciia nhan vien qufiy Thau ngan

• Bang 3.20: Muc d9 hai long ciia khach hang v~ thai d9 ciia NV h6 tr<J

• Bang 3.21: £>iSm trung blnh ciia thanh phfin Phu'dng ti~n hfi'u hlnh

• Bang 3.22: Muc d9 hai long ciia khach hang v~ "ngo~i hlnh" ciia

Co.opMart

• Bang 3.23: Muc d9 hai long ciia khach hang v~ trang thie't bi ciia sieu thi

• Bang 3.24: £>iSm trung blnh ciia thanh phfin Muc d9 tin c~y

CAC SODO

• Sd d6 2.1: Sd d6 b<) may t6 chile ciia m6i sieu thi Co.opMart

• Sd d6 3.1: Mo hlnh sv tac d<)ng ciia 5 th~mh phffn cha't ht<;lng dich V\1 sieu thi de'n sv thoa man ciia khach hang

DOTH!

• D6 thi 3.1: Ty 1~ hai long chung ciia khach hang v€ cha't h.t<;lng dich V\1

sieu thi ciia Co.opMart

Tuy nhien, qua trlnh h<)i nh~p kinh te" the" gioi da doi hoi Vit%t Nam phai mCJ cii'a thi tru'ong n<)i dia Va voi muc d<) tieu dung tang tru'CJng nhanh ca v~ s6 lu'qng lfin cha"t lu'qng, Vit%t Nam dang trCJ thanh "di€m de"n" ha"p dfrn ciia nhi~u t~p doan phan ph6i IOn ciia nu'oc ngoai Nhu v~y m<)t cu<)c ch~y dua cam go gifi'a cac nha phan ph6i trong nu'oc va nu'oc ngoai da thl;l'c sl;l' xay ra Ne'u khong chuffn bi chu dao, cac cong ty trong nu'oc kinh doanh linh Vl;l'C thuong m~i- dich Vl;l se c6 th€ bi thua ngay tren san nha D€ tang lqi the" c~nh

tranh va htu gifi' long trung thanh ciia ngu'oi tieu dung, m<)t trong nhfi'ng ho~t

d<)ng rna doanh nghit%p cffn phai tie"n hanh thu'ong xuyen d6 la thoa man nhu cffu ciia khach hang

Chinh vlly do d6, tOi quye"t dinh chQn d~ tai "Nghien CUll muc dQ thoa man cua khach hang V~ chdt hiqng djch VQ sieu thj CUa h~ tho'ng sieu thj Co.opMart t~i thanh pho' H6 Chi Minh" nh~m kham pha nhfi'ng ye"u t6 g6p phffn t~o nen sl;l' hai long cho khach hang khi sii' dl;lng dich Vl;l sieu thi Nhfi'ng ke't qua nghien cuu dinh tinh va dinh lu'qng trong nghien cuu nay se la can cu d€ tac gia d~ xua"t mQt s6 giai phap nh~m hoan thit%n cha"t luqng dich Vl;l sieu

thi ciia ht% th6ng sieu thi Co.opMart

2 MVC TIEU NGHIEN CUU

Khong nhu' cac don vi san xua"t hang h6a thong thu'ong, cac doanh nghit%p kinh doanh dich Vl;l ra"t kh6 chuffn h6a cha"t lu'qng dich Vl;l bCJi vl n6 khong chi phl;l thUQC vao chinh sach chfi't lu'qng rieng CUa cong ty rna COn phl;l

khach hang va nang cao nang lvc Cl;tnh tranh, Co.opMart cfin phai bie't khach hang danh gia nhu' the' nao v~ nhil'ng dich Vl;l do mlnh cung cffp, nhil'ng ye'u t6

nao da lam hai long ho~c chua lam hai long khach hang, nhil'ng ye'u t6 nao tac d<?ng nhi~u hdn de'n nh~n thuc ciia khach hang Tren tinh thfin d6, m1;1c tieu ciia d~ tai du'<;Jc xay dl;l'ng nhu' sau:

Phan tich thl;l'c tr(;lng ho(;lt d()ng cung cffp dich Vl;l ciia h<$ th6ng sieu thi

Co.opMart t(;li thanh ph6 H6 Chi Minh

Phan tich sv danh gia ciia khach hang v~ cac thanh phfin chfft lu'<;Jng dich Vl;l sieu thi du'<;jc cung cffp bdi Co.opMart va nh~n d(;lng nhil'ng vffn d~ con t6n dQng

Xay dl;l'ng m()t s6 giai phap nhrtm khac ph1;1c nhil'ng di~m ye'u va huong de'n

sv thoa man nhu cfiu ciia khach hang

3 DOl TU(1NG v A PH~M VI NGHIEN cuu

- D6i tu'<;Jng nghien cuu: cac ho(;lt d()ng dich v1;1 sieu thi gop phfin t(;lo nen cha't lu'<;jng dich v1;1 sieu thi

- Ph(;lm vi nghien cuu: chi nghien cuu cac ho(;lt d()ng dich Vl;l t(;li h<$ th6ng sieu thi thu()c dia ban thanh ph6 H6 Chi Minh

4 PHUONG PHAP NGHIEN CUU

Cac phu'dng phap du'<;Jc su d1;1ng chii ye'u trong nghien cuu nay bao g6m: Phu'dng phap nghien cuu khoa hQC va suy lu~n logic

Phudng phap phan tich h6i quy (phan tich tac d()ng ciia cac thanh phfin chfft lu'<;Jng dich v1;1 de'n sv thoa man ciia khach hang)

5 THU TH!P DU LitU

Lu~n van nay du'<;jc thl;l'c hi<$n tu hai ngu6n dil' li<$u chinh:

- Dil' li<$u sd ca'p: thong qua s6 li<$u di~u tra v~ muc d() thoa man ciia khach hang v~ chfft lu'<;jng dich v1;1 sieu thi t(;li h<$ th6ng Co.opMart C1 thanh ph6 H6 Chi Minh

- Du li~u thu ca'p: duqc cung ca'p bdi Saigon Co.op va s61i~u thu th~p tU' cac ngu6n thong tin d;;ti chung (Nien giam Th6ng ke, Internet, bao chi )

Lu~n van nay di theo huang phan tich dinh tinh ke"t hqp voi dinh lttqng thong qua ngu6n thong tin so ca'p nen c6 tinh thl}'c ti~n cao Ke"t qua phong va'n tnfc tie"p hon 200 khach hang cua Co.opMart se cho tha'y sl}' danh gia cua hQ v€ cha't lu'qng dich Vl;l sieu thi do Co.opMart cung ung va tren co sd d6,

Co.opMart se nh~n thuc du'qc nhfi'ng ye"u t6 nao c6 tffm anh hu'dng m;;tnh de"n muc d() thoa man cua ngu'oi tieu dung, nhfi'ng ye"u t6 nao con ye"u kern dn phai khilc ph1;1c

A!' ,.,., ? "

Ngoai loi Md dffu va Ke"t lu~n , ke"t ca'u lu~n van bao g6m 4 chuang chinh nhu' sau:

Chudng 1: Co sd ly lu~n lien quan de"n slf tho a man cua khach hang v€ cha't luqng dich v1;1 sieu thi

Chuang 2: Phan tich thl}'c tr;;tng ho;;tt d()ng cung ca'p cac dich Vl;l cua h~ th6ng sieu thi Co.opMart

Chuang 3: Danh gia muc d() thoa man nhu cffu cua khach hang khi sii' d1;1ng

dich V\1 sieu thi cua h~ th6ng sieu thi Co.opMart t;;ti thanh ph6 H6 Chi Minh

Chudng 4: D€ xua't m()t s6 giai phap nh~in nang cao muc d() thoa man cua khach hang v€ cha't lu'qng dich V\1 sieu thi t;;ti h~ th6ng Co.opMart d thanh ph6 H6 Chi Minh

CHtiUNG 1:

cd s«l LV LU4N LIEN QUAN afN sv THOA MAN

1.1.1 KHAt NleM VE sAN PHKM - DICH vu

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

philm (product) du<Jc dinh nghia la ba't ky thu gl c6 th~ dem chao ban d~ thoa man nhu cfiu ho~c mong mu6n cua con nguoi Nhu v~y, theo nghia r(>ng, thu~t ngu san phgm dung d~ chi cho ca loe;ti sdn phtlm hilu hznh (hang h6a - goods) va sdn phdm

vo hznh (djch v~- services), con nghia hyp chi dung d~ chi san phgm huu hlnh N6i m<)t each t6ng quat, san phgm du<Jc chia lam hai nh6m chfnh theo muc d(> huu hlnh

- cua chung, (1) san phgm huu hlnh va (2) dich Vl,l Tuy nhien, khong c6 m(>t ranh gioi r5 rang giua san phgm huu hlnh va dich Vl,l C6 nhung san phgm c6 muc d(> YO hlnh ra't cao nhu tu va'n, c6 nhung san phgm huu hlnh ra't cao nhu mu6i an va c6 nhung san phgm rna muc d(> huu hlnh va YO hlnh hfiu nhu ngang nhau nhu nha hang

Trong khuon kh6 lu~n van nay, khai ni~m san phgm chu ye'u du<Jc hi~u

du'oi de;tng dich v1,1 Va theo ly thuye't v~ marketing dich v1,1, djch VZJ(services) 1 la nhung hoe;tt d(>ng hay l<Ji fch rna doanh nghi~p c6 th~ c6ng hie'n cho khach hang

nh~m thie't l~p, cling c6 va md r(>ng nhung quan h~ d6i tac Hiu dai voi khach hang;

vi dl,l h~ th6ng Co.opMart cung ca'p cho khach hang mua s~m C1 sieu thi cua mlnh m9t s6 dich V\1 nhu: dich V\1 gm thl;t'c te;ti sieu thi, giao hang t~n nha, vui choi giai tri te;ti sieu thi

Dich V\1 c6 b6n d~c di~m co ban sau:

- Tfnh vo hznh (intangibility): Phfin Ion dich Vl,l du<Jc xem la san phgm YO hlnh, khong th~ can, dong, do, de'm, thii' nghi~m va ki~m dinh truoc khi mua Vi tfnh cha't nay, dich v1,1 da gay,ra't nhi~u kh6 khan cho vi~c quan ly hoe;tt d(>ng cung

1 Philip K & Gary A.(2004), Nhilng nguyen ly tilp thi- t{jp 2, tr.502

- Tinh khong thi tach ly (inseparability): Nghia la san xua't va tieu thl} dO'i voi

nhi~u lo;:ti hlnh dich Vl} thl khong th~ tach roi Cha't luqng cua dich Vl} khong

th~ san XUfft trong nha may, r6i chuy~n nguyen hil$n tr;:tng dich Vl} de'n khach hang Ne'u mot huang d~n vien cung cffp dich Vl} du lich thl nhan vien d6 la mot phffn CUa dich Vl} nay Va d6ng thoi, khach hang cfing CO mfj.t khi dich Vl} dUQC

"san xua't" Do d6, c6 th~ tha'y tuang tac giua nha cung cap - khach hang

(provider-customer) Ia mot dfj.c trung chuyen bil$t cua marketing dich Vl}

- Tinh khong dbng nhdt (heterogeneity): dfj.c bil$t la dO'i voi nhfi'ng dich Vl} c6 ham

lu<Jng cao v~ sac lao dong cua con nguoi Bi~u nay c6 nghia la cha't lu<Jng dich V\1 ph\1 thuoc vao ai cung ca'p chung, cung ca'p khi nao, C1 dau va b~ng each thuc nhu the' nao Hay n6i each khac san pham djch Vt;l khong tieu chuan boa dtiqc Vil$c doi hoi cha't lu<Jng phl}c V\1 d6ng nha't tu doi ngu nhan vien cung se ra't kh6 dam bao Ly do la nhung gl rna cong ty dl;t' dinh phl}C Vl} thl c6 th~ hoan toan khac voi nhung gl rna khach hang nh~n du<Jc

- Tinh khong thi tbn kho (service perishability): Nguoi ta khong th~ ca't tru dich V\1 d~ ban hay sli' dl}ng v~ sau, cung khong th~ v~n chuy~n dich V\1 tu khu vrf.c nay de'n khu Vl;t'C khac Tinh chfft nay cua dich Vl} khong trd thanh vffn d~ khi nhu cffu blnh 6n, nhung vao nhfi'ng luc cao di~m hofj.c tha'p di~m thl chung se khie'n cac cong ty dich V\1 gfj.p nhi~u kh6 khan, vi d\1 xe do chd hanh khach v~

que an Te't thl dffy kin nhung chuye'n ngu<Jc l;:ti thl ra't va:ng khach

N6i tom l;:ti, trong bO'i canh thi truong c;:tnh tranh gay ga:t nhu hil$n nay, vil$c dffu tu co sd h;:t tffng, trang thie't bi- cong nghl$ hil$n d;:ti, cung ca'p san phifm dam bao cha't lu<Jng, thie't ke' bao bl dyp khong con la l<Ji the' cua rieng doanh nghil$p nao Do d6, m()t ye'u to' co't loi giup t~o nen lqi the' c~nh tranh cho cac doanh

hay n6i ro hon la t;:to ra gia tri va sl;t' hai long cho khach hang Phffn trlnh bay tie'p theo xin du<Jc danh cho nhan v~t trung tam nay- d6 chinh la khach hang

1.1.2 KHAI QUAT V~ KHACH HANG

1.1.2.1 Khili ni~m v~ khileh hang

Du'oi g6c nhln cua marketing, t~p hqp nhung ngu'oi ban (nha san xua't, nha cung ca'p ) t~o thanh nganh kinh doanh va t~p hqp nhung ngu'oi mua (khach hang, ngu'oi tieu dung) t~o thanh thi tru'ong Vl v~y, thu~t ngu thi tru'ong va khach hang c6 cling nghia trong marketing va chung du'qc dung thay the' cho nhau

marketing, du'qc hi~u la t~p hqp cac ca nMin hay t6 chuc c6 mong muo'n mua m(>t san phffm nao d6 d~ nh~n du'qc nhung lqi ich thoa man mQt nhu cftu, u'oc muo'n ct;t

th~ va c6 kha nang (tai chinh, thoi gian ) d~ tham gia giao dich nay Theo nghia r(>ng, thi tru'ong bao g6m cac khach hang hi~n t~i va khach hang ti6m nang v6 m(>t san phffm nao d6

1.1.2.2 Giil tri eua khilch hang

Khach hang thu'ong phai do'i di~n voi m(>t lo~t cac san phffm d~ thoa man cho m(>t nhu cftu nao d6 cua mlnh Giua vo so' cac san phffm nay, h9 phcli lt;t'a ch9n

ra sao? M(>t trong nhung tieu chuffn cd ban d~ khach hang quye't dinh ch9n mua, d6 la dt;t'a tren cac nh~n thuc v6 gia tq rna san phffm dem l~i cho hQ V~y, gia tri

cua san phffm du'QC nh~n thuc bdi khach hang la gl?

Gia trj cua khach hang (customer value/ la st;t' chenh l~ch giua gia tri rna

hQ CO du'QC tu Vi~C SU dt;tng san phffm (total customer value) va phi tdn d~ CO du'QC san phffm d6 (total customer cost)

t65:~\gia :tFi,, ,, 'f,,;.,lh"

~~, ;Y<

Trong nhi6u tru'ong hqp, khach hang kh6 pharr doan chinh xac va khach quan v6 gia tri cling nhu' gia ca cua san phffm Khi d6 d~ h6 tr<;1 cac quye't dinh mua cua khach hang, thu hut khach hang moi, lu'u giu khach hang cu doanh

nghi~p cftn phai lam tang them phftn "gia tri mang l~i cho khach hang" thong qua cac ho~t d(>ng dich Vt;l khach hang

2 Philip K & Gary A.(2004), Nhrlng nguyen ly tie'p thj- tqp 1, tr.35

Djch V(l khach hang (customer service) la nhii'ng hanh d()ng ho~c thong tin

do doanh nghi<$p dua ra, c6 d~c di~m la VO hlnh va lam gia tang gia tri cua thucJng hi<$u (san ph~m hii'u hlnh ho~c dich Vl,l) Cha't luqng cua dich Vl,l khach hang g6p phgn thuc d~y mo'i quan h~ giii'a doanh nghi<$p va khach hang

Dich Vl,l khach hang bao g6m cac dich Vl,l truoc, trong va sau khi ban hang:

- Giai doc;zn tnMc khi ban hcmg: dich Vl,l khach hang giai do~n nay duqc hi~u Ia

nhii'ng ho~t d()ng cung ca'p thong tin v~ san ph~m- dich vv cho khach hang h;t'a chQn thong qua lOi tlt vffn, gioi thi<$u cua ngltoi ban ho~c qua cac cong Cl,l chieu thi nhu quang ba, gioi thi<$u, gay sl;t' chu y

- Giai doc;zn trong khi ban hang: dich Vl,l khach hang trong giai do~n nay th~ hi<$n qua phucJng thuc giao dich "m()t clta "' la sl;t' thanh toan ti<$n lqi, la thai d() an cffn, nhi<$t tlnh, ni~m nd CUa nhan vien phl,IC Vl,l

- Giai doc;zn sau khi ban hang: dich Vl,l khach hang giai do~n nay duqc hi~u la nhii'ng ho~t d()ng giup khach hang slt dvng san ph~m, gic?ti quye't nhii'ng va'n d~

kh6 khan ho~c than phi~n til' khach hang, tham hoi chuc mung khach hang trong nhung dip d~c bi<$t

1.1.2.4 T~i sao cin phai quan tam cham soc khach hang?

Ngay nay, cac cong ty thanh cong tren thi truong d~u la nhii'ng cong ty chu tr9ng de'n vi~c giu gln khach hang Nhi~u thi truong da d~t de'n giai do~n bao hoa

va ch&ng con nhi~u khach hang moi tham gia C~nh tranh gia tang, phi t6n d~ thu hut khach moi cling ngay m()t cao Trang cac thi truong d6, phi t6n thu hut khach hang moi c6 th~ cao ga'p nam 1gn so voi vi<$c giii' sl;t' hai long cua khach hang cfi4

Ho~t d()ng "ta'n cong" khach hang moi, n6i chung, t6n kern hcJn ho~t d()ng "bao (

v<$" khach hang cfi, bdi phai ma't ra't nhi~u n6 ll;t'c va ti~n b~c d~ "d6 ng9t" duqc khach hang da hai long cua do'i thu c~nh tranh chiu bo sang lam khach hang cua mlnh

Tntoc day, nhi~u doanh nghil$p chi chu y de'n hoc;tt dqng truflc khi ban va

hoc;tt dqng trong khi ban hang, chu ch~ng phai hoc;tt dqng sau khi dii ban Tuy

nhien, ngay nay da c6 nhi~u cong ty nh~n ra tffm quan trQng cua vil$c giu gin khach hang hil$n t~i Nguoi ta nh~n m~nh vao vil$c girl gzn quan h~ cil ben c~nh

vil$c t~o ra giao djch mfli Theo m<)t bao cao cua Reicheld va Sasser (2004 ), b~ng each giam du'<JC 5% sfS khach bo di, cac doanh nghil$p da CO th~ cai thil$n l<Ji

nhu~n cua minh len tu 25 -7 85% Nhu' v~y each tie'p c~n t6t nha't d~ giu gin khach hang chinh la quan tam cham s6c khach hang va d6ng thoi, mang l~i cho hQ Slj hai long va thoa man cao nh~t V~ Ch~t lu'<Jng san ph~m - dich Vt;l CUa doanh nghil$p

1.3.1 THI TRUtlNG BAN U~ VA LO&I HlNH KINH DOANH SIEU THI

1.3.1.1 Thi tntang ban Ie (thi tntang hang tieu dung)

g6m t~t ca cac ca nhan va h9 gia dinh mua sAm, tieu dung hang h6a ho~c sii' dt;tng dich Vt;t cho mt;tc dich tieu dung ca nhan (tieu dung trljc tie'p) Thi tru'ong tieu dung c6 nhung d~c tru'ng co ban sau:

- La thi tru'ong c6 quy mo Ion va thu'ong xuyen gia tang

- Cac khach hang r~t khac nhau v~ tu6i tac, gioi tinh, thu nh~p trlnh d9 van h6a,

sd thich da t~o nen slj phong phu va da d~ng v~ nhu cffu ciing nhu' u'oc mu6n

trong vil$c mua sAm, sii' dt;tng san ph~m

- Cac quye't dinh mua cua ngu'oi tieu dung mang tinh ch~t ca nhan V oi hQ, mua sAm khong chi don gian la tieu dung rna cang ngay n6 cang du'<Jc xem nhu' m9t

"nghl$ thu~t s6ng" ho~c "m9t slj tlj th~ hil$n "

Vi<$t Nam voi dan s6 hon 80 tril$u ngu'oi va voi doanh s6 nganh ban le nhung nam gffn day d~t khoang 300.000 ty VND6

dang la di~m de'n h~p d~n khong chi voi cac don vi trong nu'oc rna con voi cac nha phan ph6i le nu'oc ngoai Ho~t d<)ng ban le t~i Vi<$t Nam hil$n nay r~t nh9n nhip voi ra't nhi~u lo~i hinh nhu':

- Ban le t~i cii'a hang, vi dt;t: sieu thi, trung tam thu'ong m~i cii'a hang t6ng h<Jp, cii'a hang chuyen doanh, ch<J

Ban le khong qua cii'a hang, vi dt;t: ban hang t~n nha, ban hang qua m~ng

5 Philip K & Gary A.(2004), Nhllng nguyen ly tie'p thj- tqp 1, tr.262

6

Ngu6n: Nien gidm thOng ke 2004, T6ng Cl)c Tho'ng Ke

1.3.1.2 Khid quat v@ sieu thi

Theo Philip Kotler "Sieu thj (supermarket) la nhii'ng cii'a hang tlf ph1,1c v1,1 tu'ong d6i Ion v~ di~n tich m~t b~ng, cling nhu' v~ doanh s6 ban hang; ban le nganh hang tht;(c phffm va phi tht;(c phffm; CO nhi~U gian hang du'QC phan lo~i m(}t each khoa hQC va ti~n d1,1ng va dam bao dffy du nhu cffu tieu dung hang ngay"

Con (J Vi~t Nam, theo each hi~u ph6 bie"n: Sieu thi Ia cii'a hang ban le kinh doanh theo phu'ong thlic tt;t' ph1,1c Vl,l, co sCJ v~t cha't tu'ong d6i hi~n d~i, ban nhi~u

m~t hang dap ling nhu cffu tieu dung hang ngay nhu' tht;t'c ph~m d6 dung gia dlnh

va cac v~t ph~m khac

N6i chung, cac khai ni~m tuy c6 khac nhau nhu'ng d~u thO'ng nha't CJ ch6 sieu thi la m()t lo~i hlnh ban le van minh, hi~n d~i, ngu'oi mua hang tt;t' ph1,1c v1,1 mlnh

Lo~i hlnh nay da du'<jc hlnh thanh va phat tri~n CJ Hoa Ky tu nhii'ng nam 30 cua the"

ky XX va sau d6 trCJ nen ph6 bie'"n (J nhi~u nu'oc tren the" giOi Rieng (J Vi~t Nam, de'"n t~n nhii'ng nam 1990 moi b~t dffu du nh~p hlnh thlic kinh doanh moi me nay vao

Cac d~c tru'ng cua m()t sieu thi:

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

da d~ng len toi hang ngan m~t hang, chia lam hai nh6m chinh la "hang tht;t'c phffm" va "phi tht;t'c phffm" N6i each khac, m()t sieu thi dung nghia gffn nhu' phai dap ling hoan toan nhu cffu tieu dung cua ca nhan ho~c h() gia dlnh trong sinh ho~ t hang nga y

Vi ca siJ v(lf chlft h(l tdng: Co sCJ v~t cha't cua m()t sieu thi doi hoi nhi~u ye"u t6

"cao ca'p" hon ch<j v~ vi tri, m~t b~ng, trang thie"t bi V~ vi tri, cac sieu thi thu'C1ng du'<jc d~t (J cac khu trung tam mua s~m thu~n ti~n du'ong giao thong di

l~i V~ m~t b~ng, cac sieu thi phai d~t nhii'ng tieu chu~n t6i thi~u v~ di~n tich ben trong sieu thi va c6 bai giii' xe r()ng rai theo dung quy dinh cua cac co quan quan ly thu'ong m~i t~i dia phu'ong B~c bi~t, m()t sieu thi doi hoi phai c6 n()i

thfft trang tri dyp Va du'QC trang bi dffy du cac phu'ong ti~n phl,IC Vl,l ban hang

hi~n d~i nhu': h~ tho'ng diSu hoa nhi~t d(), may tinh tiSn, h~ tho'ng cffp dong

- Ye'u t(/ tl:( phf!,C Vf!,.' day la m()t di[ic tru'ng n6i b~t cua sieu thi so voi ch<;j truySn th6ng d ch<;J, khach hang se du'<;Jc nguoi ban ph1,1c v1,1, con d sieu thi, ngu'oi tieu dung hoan toan quye't dinh vi~c ll,l'a ch<;>n mi[it hang, so' lu'<;Jng, chung lo~i va tl,l'

dem hang ra tinh tiSn C1 cac Cash (Thau ngan) Chinh diSu nay se t~o tam ly thoiii mai, kich thich, kheu g<;Ji sl,l' chu d()ng, long ham mu6n mua s~m cua khach hang vl khong phcli b~n tam de'n vi~c hoi gia, tra gia, de'n anh m~t "soi m6i" cua ngu'oi ban ne'u 10 ngu'oi mua khong ch<;>n du'<;Jc m6n hang ung y

V~ quy mo hot;~t dqng: Sieu thi cffn phiii c6 quy mo tu'ong d6i IOn Do quan di~m

Iffy ty sua't l<;Ji nhu~n va chi phi thffp lam co sd cho ho~t d()ng kinh doanh nen doi hoi sieu thi cffn phai c6 quy mo h<;Jp ly moi c6 th~ tieu thl,l du'<;jc kh6i lu'<;Jng hang h6a IOn, dud~ bU d~p chi phi kinh doanh

Ngay nay, khach hang de'n mua s~m d sieu thi khong chi d~ ch<;>n mua nhfi'ng thu cffn thie't dem ve nha, rna n6 con la m()t thu vui, m()t sl,l' giai tri hoi[ic dip sinh ho~t cu6i tuffn cua ca gia dlnh Do d6, doanh nghi~p kinh doanh sieu thi khong chi don gian Ia tlm du'<;Jc th~t nhiSu hang d~ bay len k~ hoi[ic dinh gia rfft

c~nh tranh so voi ch<;j d~ thu hut khach hang, rna con phcli bie't t~o ra "chfft lu'<;Jng dich v1,1 sieu thi "

KHACHHANG

Cha't lu'<;jng cua cac hang h6a va dich Vl,l tu lau da la m6i quan tam cua nhiSu ngu'oi Trong khi cha't lu'<;Jng hang h6a (scm phtlm hilu hznh) d~ dang du'<;Jc

ki~m soat bdi cac nha quan tri thl ngu'<;Jc l~i, chfft lu'<;Jng dfch Vf!, ( sdn phtlm vo hznh)

l~i ra't truu tu'<;Jng Do d6, vi~c nh~n thuc, ki~m tra va danh gia cha't lu'<;Jng trong IInh vlfc dich v1,1la vffn de IOn di[it ra do'i voi cac nha nghien cuu

1.2.1 CHAT LU'QNG DICH VU VA CHAT LUONG DICH VU SIEU THI

Vl dich Vl,l la san phgm vo hlnh nen vi~c danh gia chfft lu'<;Jng dich Vl,l se rfft kh6 khan so voi danh gia cha't lu'<;Jng san phgm huu hlnh Theo Svensson 7 cha't lu'<;jng dich Vl,l th~ hi~n trong qua trlnh tu'ong tac gifi'a khach hang Va nhan vien CUa

-8-cong ty cung ca'p dich V\1 Theo Lehtien8, cha't lu<Jng dich V\1 phai du<Jc danh gia tren hai khia c~nh la (1) qua trlnh cung ca'p dich Vl;l Va (2) ke't qua cua dich Vl;l Con theo Parasuraman & cac tac gia9 buc tranh t6ng th~ v~ cha't lu<Jng dich Vl;l duqc cam nh~n bC1i khach hang th~ hi~n qua mo hlnh 10 thanh ph~n sau:

1 Tin cqy (reliability): n6i len kha nang thlfc hi~n dich Vl;l phil h<Jp va dung thoi h~n ngay l~n d~u tien

2 Dap ring (responsiveness): n6i len Slf mong mu6n va san sang cua nhan vien

phl;lc V\1 cung ca'p dich V\1 cho khach hang

3 Nang life ph~J-c v~J- (competence): n6i len trlnh d() chuyen mon d~ thlfc hi~n

dich Vl;l CUa nhan vien giao dich trlfc tie'p VOi khach hang, nhan Vien trlfc tie'p thlfc hi~n dich Vl;l

4 Tie'p cqn (access): lien quan de'n vi~c t~o m9i di~u ki~n d~ dang cho khach hang tie'p C~n VOi dich Vl;l nhli rut ngi\n thoi gian cho d<Ji CUa khach hang, dia di~m phl;lc V\1 va gio mC1 cli'a thu~n l<Ji cho khach hang

5 Ltch Slf ( courtery ): n6i len cung each phl;lC Vl;l ni~m nC1' ton trQng va than

thi~n voi khach hang

6 Thong tin (communication): lien quan de'n vi~c giao tie'p, thong d~t cho khach hang bilng ngon ngu h9 d~ dang hi~u bie't va lilng nghe h9 v~ nhung va'n d~ lien quan de'n h9 nhu giai thich dich V\1, chi phi, giai quye't khie'u n~i,

thilc mile

7 Tin nhi~m (credibility): n6i len kha nang t~o long tin cho khach hang, lam cho h9 tin c~y vao doanh nghi~p Kha nang nay th~ hi~n qua ten tu6i, uy tin thlidng hi~U CUa doanh nghi~p, nhan each CUa nhan vien dich V\1 giao tie'p trlfc tie'p voi khach hang

8 An toim (security): lien quan d~n kha nang bao dam slf an toan cho khach hang th~ hi~n qua slf an toan v~ v~t cha't, t6ng c()ng cung nhu d() bao m~t

thong tin

9 Hiiu bie't khach hang (knowing the customer): th~ hi~n qua kha nang hi~u

bie't nhu c~u cua khach hang thong qua vi~c tlm hi~u nhung doi hoi cua khach hang, quan Him de'n ca nhan h9 va nh~n d~ng du<Jc cac khach hang thuong xuyen

10 Phuong tifn hllu hznh (tangibles): th€ hi~n qua ngo~i hlnh, trang phl;IC cua nhan vien phl;lc Vl;l, cac trang thie't bi phl;lc Vl;l cho dich Vl;l

Mo hlnh 10 th~mh phffn cua cha"t ht<jng dich Vl;l neu tren c6 U'u di€m la bao quat hffu he't mQi khia c~nh cua m()t dich Vl;l Tuy nhien, n6 c6 nhu'<Jc di€m la phuc

t~p trong vi~c do lu'C1ng va m()t s6 thanh phffn mang tinh trung l~p Chinh vl v~y

m()t s6 nha nghien cuu da ki€m dinh mo hlnh nay va di de'n ke't 1u~n la cha"t ht<jng dich Vl;l bao g6m 5 thanh phffn ccJ ban, d6 la:

1 Tin ctJ_y (reliability): n6i len kha nang thl,fc hi~n dich Vl;l phu h<;1p va dung thC1i h<;tn ngay lffn dffu tien

2 Ddp ung (responsiveness): n6i len Slf mong mu6n va san sang cua nhan vien

phl;lc Vl;l cung ca"p dich Vl;l kiP thC1i cho khach hang

3 Nang lf:(c phlf,C Vlf, (assurance): th€ hi~n trlnh d() chuyen mon va cung each phl;IC Vl;llich Slf, ni€m nd VOi khach hang

4 Dbng cdm (empathy): th€ hi~n slf quan tam, cham s6c de'n tung ca nhan khach hang

5 Phuong tifn hllu hznh (tangibles): th€ hi~n qua ngo~i hlnh, trang phl;IC cua nhan vien phl;lc Vl;l, cac trang thie't bi phl;lc Vl;l cho dich Vl;l

Mo hlnh "Nam thanh phan cha't lu'qng dich V\1" tren se du'<jc sa dl;lng d chu'cJng 3 d€ nghien CUU v€ ffiUC d(} thoa man CUa khach hang khi sa dl;lng dich Vl;l sieu thi t~i h~ th6ng sieu thi Co.opMart

Cha't htqng dich V\J sieu thi du'<Jc hi€u la toan b() nhung ho~t d()ng hay l<Ji ich tang them rna sieu thi c6ng hie'n cho khach hang nh~m thie't l~p cling c6 va mC1 r()ng nhung quan h~ d6i tac lau dai vOi khach hang thong qua vi~c t~o nen slf

h~ti long cho khach hang Vi dl;l: chu'cJng trlnh "Khach hang than thie't" cua Co.opMart, thai d() va cung each phl;IC Vl;l khach hang cua nhan vien sieu thi

Theo Hi~p h()i Ki€m tra Cha"t lu'<jng Hoa Ky10, cha"t lu'<jng du'<jc dinh nghia

la toan th€ nhung tinh nang Va thUQC tinh CUa m(}t san phffm ho~c dich Vl;l chua dl,fng kha nang lam thoa man nhu cdu cua khdch himg Nhung dinh nghia c6 tinh

dinh hu'ong theo khach hang nhu' v~y d€u n6i len r~ng m()t doanh nghi~p d~t cha"t lu'<Jng toan di~n Chi khi san ph~m hay dich Vl;l CUa doanh nghi~p d6 dap ung du hay

nhi~u hon mucky v<;mg ciia khach hang Nhu' v~y, chfit lu'Qng djch Vl;l b~t dftu b~ng

-10-nhu cftu ciia khach hang va ke't thuc b~ng slf hai long (sl;t' thoa man) ciia hQ

1.2.2 SIS THOA MAN CUA KHACH HANG V~ CHKT Lllf)NG DICH VU SIEU THI

1.2.2.1 S\f thoa min cua khach hang

St! thoa miin cua khach himg (customer satisfation) la muc d<) tr~ng thai dim giac CUa khach hang b~t ngu6n tU Vi~c SO sanh gia trj thu du'QC tU san phffm (rna khach hang cam nh~n du'QC) voi nhung ky VQng ciia hQ v~ san phffm d6 Hay n6i each khac, muc d<) thoa man la sl;t' chenh l~ch giua ke't qua thl;t'c hi~n va ky VQng, CO ba ffiUC d<) thoa man sau:

Ne'u ke't qua thl;t'c hi~n ciia san phffm kern hon ky VQng ciia ngu'oi mua,

nhfi'ng kinh nghi~m t6t dyp ciia hQ d6i voi san phffm Di~u mdu ch6t chinh la lam cho ky w;mg nguili mua phu hqp wJi khd nang thf!c hi¢n cua cong ty Nhtl'ng doanh nghi~p khon ngoan huang vao vi~c lam vui long khach hang b~ng each chi hua nhfi'ng gl hQ c6 thS mang l~i du'Qc, va r6i hQ dem de'n cho khach hang con nhi~u

hon nhfi'ng gl hQ hua

Slf thoa man ciia khach hang khi sii' d1;1ng dich v1;1 sieu thi la m<)t khai ni~m

rfit tu'dng d6i vl n6 tuy thu<)c vao nang sufit tht;(c hi~n rna khach hang cam nh~n

du'Qc tu m<)t djch V\1 do sieu thi cung cfip so voi ky VQng ciia ban than hQ Ch~ng

h~n, cling m<)t kiSu g6i qua do nhan vien sieu thi thl;t'c hi~n nhu'ng 2 khach hang khac nhau se cho nh~n xet khac nhau, m<)t ngu'oi danh gia m6n qua du'Qc g6i rfit dyp, con nguoi kia thl cho r~ng chua d~t yeu cftu Cho nen, srf hai long cua khach hang co quan h~ mi,H thie't voi cha't h.tc;tng <Jich Vl}

1.2.2.2 Sv thoa man cua khach hang v~ ch~t lu'qng djch V\1 sieu thj

M<)t khach hang khi de'n mua s~m t~i sieu thi khong don gian ch1la mua san

ph~m Cl;l thS nao d6, rna hQ mua gia tri mong dqi ta san phdm d6 Gia tri mong d<;1i

nay cao hay thffp ph1,1 thUQC vao ho~t dt)ng dich Vl,l khach hang rna sieu thi cung

ca'p cho khach Co th~ tha'y r6 hcJn Slf mong dqi cua khach hang anh hu'dng nhu' the'

nao de'n dich Vl,l khach hang thong qua vi<$c nghien CUU 3 cffp dQ "hoa than" CUa

ffiQt san phffm du'qc kinh doanh trong sieu thi:

Thanh ph&n "wJt chdt" cua sdn phdm: la phffn xac cua san phffm dung d~ mua

ban Vi d1,1: dffu gQi dffu, thlfc phffm dong ht)p, quffn ao may san

Thanh ph&n "mong dr;!i" cua sdn phdm: bao g6m cac dich Vl,l CQng them vao cho

san phffm du'QC kinh doanh trong sieu thi Vi dv: tu' va'n sli' dvng my phffm, giao

hang t~n nha cho khach, thanh toan bAng the

- Thanh ph&n "tang them" cua sdn phdm: la nhung dich vv vu'qt qua slf mong dqi

cua nguoi mua, bao gt)p t6ng s6 cac lqi ich do san phffm mang l~i Vi d1,1: chuc

mung nhan dip sinh nh~t khach hang, hi~u du'qc m6i quan Him dfiic bi<$t cua m6i

ca nhan khach hang, chu'cJng trlnh "Khach hang than thie't" cua Saigon Co.op

Trang hffu he't cac thi tru'ong c~nh tranh, thanh phffn "tang them" cua mt)t

san phffm du'qc tri~n khai t~i mt)t sieu thi ban dffu, sau mt)t thoi gian d8u trd thanh

thanh phffn "mong dqi" vl cac d6i thu c~nh tranh se mau chong ba:t chu'oc va ke'

thua cac dich Vl,l tang them nay Nhu' v~y, sieu thi di tien phong cung ung dich Vl,l

nay se khong con chie'm u'u the' nua Them vao do, Slf ky VQng cua khach hang ve

cha't lu'qng dich vv khong ngung gia tang, do do, dich vv khach hang cling phai la

mt)t tie'n trlnh khong ngung d6i moi B6i voi ho~t dt)ng ban le, ne'u sieu thi chi bie't

cung ca'p phffn "v~t cha't" cua san phffm se khong th~ t6n t~i lau dai San phffm

mong dqi la san phffm lam cho khach hang hai long voi ngu6n g6c xua't xu r6

rang, dam bao cac tieu chuffn chfft lu'qng theo quy dinh, gia ca hqp ly, dich Vl,l sau

ban hang t6t kern theo cha't lu'qng dich vv cao Noi tom l~i, ngoai vi<$c chu trQng

de'n phffn "mong dqi" va phffn "tang them" CUa dich Vl,l rna don vi mlnh cung cff p,

d~ duy trl va phat tri~n vi the', mt)t sieu thi con cffn phai chu y hai vi<$c sau:

- Mt)t la, lien tl,lC c~p nh~t thong tin ve cac thanh phffn "tang them" cua san

phffm dich Vl,l tit cac d6i thu c~nh tranh Chinh nhung thanh phffn moi nay se

lam giam di u'u the' v6n co cua sieu thi mlnh

- Hai la, thu'ong xuyen tlm kie'm y tu'dng moi d~ lien tl,lc t~o ra nhung san phffm

dich Vl,l sieu thi dQC dao va dcSng thoi, ho~ch dinh cac chie'n lu'QC, ke' ho~ch ve

cac san phffm dich Vl,l ti8m nang chuffn bi cho tu'cJng lai

-12-T6M TAT CHU'dNG 1

Cd sd ly lu~n vS cha't lu'qng dich Vl,l cho tha'y' sv tho a man cua khach hang

V~ chfft lu'qng dich Vl,l phl,l thUQC VaO khoang each giua muc dQ ky VQng CUa hQ do'i VOi mQt dich Vl,l va muc d() cam nh~n CUa chinh ban than hQ do'i VOi dich Vl,l do Trong khi d6, cha't lu'qng dich Vl,l th€ hil%n qua 5 thanh phffn chinh la: mac dq tin cqy, mac dq dap ang, nang [f!c phf!,C Vf!,, mac dq dcJng cam va phUdng ti¢n hflu hznh

Tuy nhien, do cha't htqng dich vv khac bil%t nhau d tung linh vvc dich vv khac nhau hoi,ic d tung khu VlfC thi tnl'ong khac nhau, cho nen khi V~n d1,1ng vao thi tntong dich vv sieu thi t~i thanh pho' H6 Chi Minh thl 5 thanh phffn cha't lu'qng dich

vv n6i tren du'qc hi€u theo nhung di,ic tntng sau:

1 Thanh ph&n Tin ctJ_y (reliability): th€ hil%n qua uy tin, thu'dng hil%u cua m()t sieu thi du'qc nh~n dinh bdi khach hang N6 n6i len kha nang thl,l'c hil%n cac IOi hua, cam ke"t cua sieu thi do'i voi khach hang

2 Thanh ph&n Dap ang (responsiveness): th€ hil%n qua thai d(), long mong muo'n

Va Slf sifn sang cua nhan vien sieu thi trong vil%c phl,lC Vl,l cho khach hang

3 Thanh ph&n Nang lf!c phf!-c Vf!- (assurance): th€ hil%n trlnh d() chuyen mon, cung each ph1,1c v1,1 lich sl,l', niSm nd, nhil%t tlnh cua mQi nhan vien sieu thi do'i voi khach hang

4 Thanh ph&n D6ng cam (empathy): th€ hil%n qua sl,l' quan tam, cham soc de"n cac yeu cffu, mong muo'n cua tung ca nhan khach hang

5 Thanh ph&n Phuong ti¢n hilu hznh (tangibles): th€ hil%n qua ngo~i hlnh, trang phl,IC CUa nhan vien phl,lC Vl,l, CaC trang thie"t bi, Cd Sd V~t chfft phl,IC Vl,l cho ho~t

d()ng kinh doanh dich Vl,l sieu thi

Phffn trlnh bay tie"p theo d chu'dng 2 se cho tha'y r5 hdn di,ic tntng cv th€ vS

ho~t d()ng kinh doanh sieu thi t~i thanh pho' H6 Chi Minh thong qua buc tranh hil%n tr~ng cung ca'p dich Vl,l cua hi% tho'ng sieu thi Co.opMart (thu()c Saigon Co.op)

CHt1QNG2:

2.1.1 Gull TH1eu ToNG ouAN ve sAIGON co.oP

Lien Hi~p Hqp Tac Xa (HTX) Mua Ban th~mh ph6 H6 Chi Minh (gQi tAt Ut Lien Hi~p) duqc th~mh l~p tu thang 0511989, theo quye"t dtnh s6 258/Q£>-UB ngay 12/0511989 cua Uy Ban Nhan Dan thanh ph6 H6 Chi Minh (UBND TPHCM) tren ccJ scJ ke" thua tu h~ th6ng HTX cii - HTX Mua Ban Thanh Ph6 H6 Chi Minh - t6n

t~i tu thai ky bao ca' p E>e"n nga y 1711211998, Lien Hi~p da tie"n hanh E>~i h9i d~

chuy~n sang ho~t d9ng theo Lu~t HTX va duqc d6i ten thanh Lien Hi~p HTX Thtidng M~i thanh phO' H6 Chi Minh theo quye"t dtnh s6 1344A/QE>-UB-KT ngay

05/0311999 cua UBND TPHCM

Lien Hi~p Ia m9t t6 chuc kinh te" xa hQi, kinh doanh cac lo~i hlnh dtch Vl;l mang tinh cha't t6ng hqp tren cac linh vlfc kinh te", van h6a, xa hQi nh~m phl;lc Vl;J cho doi s6ng tieu dung cua ngttoi dan thanh ph6 H6 Chi Minh n6i rieng va cho ca nu'oc n6i chung

Thong tin tom tAt v~ Lien Hiep HTX Thlidng Mai TPHCM:

- Ten giao dtch d6i ngo~i

Chuc nang boat dong ciia Saigon Co.op

- T6 chuc kinh doanh cac lo~i hang h6a, nguyen li~u, v~t tu', may m6c thie"t bt,

V~t phffm van h6a phl;IC Vl;J cho san XUfft va tieu dung

- Gia cong, san xua't che" bie"n hang nong lam thuy hai san (so che"), nu'oc cha'm, tu'cJng ot, banh mut va hang cong ngh~ phffm cac lo~i cho kinh doanh n9i dta va xua't khffu Xua't nh~p khffu trlfc tie"p va lien doanh lien ke"t voi cac doanh

nghi~p trong va ngoai nu'oc theo qui dinh cua Nha nu'oc

• H~ thO'ng sieu thi Co.opMart

• CU'a hang Be'n Thanh va T6ng d~i ly phan phO'i Gillette

• Trung tam dich vv du lich Saigon Co.op

• Va 21 thanh vien la cac HTX thu'ong m~i tren dia ban TP.HCM

2.1.2 QUA TRINH HlNH THANH VA PHAT TRI~N CUA HE THONG SIEU THI

CO.OPMART

Ngay 09/0211996, Saigon Co-op quye't dinh thanh l~p sieu thi Co.opmart CO'ng Quynh- sieu thi dftu tien cua chu6i Co.opmart Chi sau m()t nam ho~t d()ng, de'n cuO'i nam 1997, doanh thu cua sieu thi nay da d~t tOi 58 ty VND, dieu nay chung to lo~i hlnh ban le sieu thi da ra doi dung thoi di~m thich hgp Khong bo 10

co h()i, d6ng thoi cling mong muO'n phat tri~n va md r()ng h~ thO'ng Co-opmart, cong tac tham do y kie'n va khao sat thi tru'ong lien tl}c du'gc Sai Gon Co-op tie'n hanh Ke't qua cua qua trlnh n6 ll,l'c khong ngung cua t~p th~ thanh vien Lien hi~p

du'gc th~ hi~n qua con sO' cac sieu thi lien tvc xua't hi~n tren dia ban Tp.HCM va cac dnh thanh Ian c~n nhu' sau:

Bang 2.1: Hf thflng chu6i sieu thi Co.opMart

,:.>

CHIEU

TPHCM

9 CO-OPMART NGUYEN KI:.tM 571 Nguyen Ki~m Q.PM Nhu~n, TPHCM

Saigon Co.op n6i chung va thu'dng hi<$u Co-opmart n6i rieng da c6 nhung buoc tie'n dai tren con duong kinh doanh va trd thanh m<)t chu6i sieu thi m~nh tren thi tru'ong thanh phO' H6 Chi Minh

2.1.2.2 Cd cau tci ch(tc qulm ly cua m6i sieu thj trong h~ th6ng sieu

qmln ly cua m6i sieu thi thanh vi en trlfc thu<)c hi$ thO'ng duqc t6 chuc nhu' sau ( xem

trang ke' tie'p- Sd db bq may td chtic cua sieu tht Co.opMart):

- Ban ghim do'c: c6 nhi<$m V\1 trlfc tie'p di~u hanh, quan ly, t6 chuc thlfc hi<$n va hoan thanh cac chi tieu do Lien Hi<$p giao cho

- B() ph(ln h~mg htu chuy~n thliong xuyen: chiu trach nhi<$m lien quan de'n ta"t

ca cac m~t hang ph\lC V\1 cho nhu C~U tieu dung hang ngay du'QC kinh doanh trong sieu thi

- BQ ph(ln hang btu chuy~n khong thliong xuyen: chiu trach nhi<$m lien quan de'n cac nh6m hang may m~c va hang d6 dung

- B() ph(ln h6 trq ban hang: chiu trach nhi<$m v~ cac khau thu ngan, quang cao

- tie'p thi, bao vi$, bao td thie't bi

- BQ ph(ln qmin trj: chiu trach nhi<$m lien quan de'n quan ly hanh chinh, tai chinh - ke' toan, hi$ thO'ng m~ng n<)i b<) trong m6i sieu thi thanh vien

2.1.2.3 Thanh qua ho,t d9ng va dfnh htidng phat tri~n trong ttidng lai

cua h~ th6ng Co.opMart

K~ tu khi Co.opMart CO'ng Quynh du'qc thanh l~p vao thang 2 nam 1996, de'n nay hi$ thO'ng sieu thi Co.opMart da g~n tron 10 tu6i Trong ch~ng duong 10

15 bis

nam hof'm thi~n va phat triSn, Co.opMart da t:;to dl;t'ng cho mlnh m(>t hlnh thuc kinh doanh kha da d:;tng, vua mua hang tu cac nha san xua't, vua t6 chile ban le va ke't h<;1p tl;t' san xua't m(>t s6 san phffm mang thu'dng hi~u cua mlnh Lien tie'p trong

nhi~u nam qua, ho:;tt d(>ng kinh doanh cua h~ th6ng Co.opMart lien tvc tang t6c, doanh s6 nam sau lu6n cao hdn nam tru'oc va du'QC Chinh phu danh gia la m(>t chu6i sieu thi ho:;tt d(>ng hi~u qua va chuyen nghi~p E>~c bi~t, trong hai nam lien tie'p gftn day (2004 va 2005), Saigon Co.op da du'QC T:;tp chi ban le Chau A trao giai thu'dng vang "Nha ban le hang dftu Vi~t Nam" va n~m trong top 400 nha ban

le hang dftu khu vlfc Chau A- Thai Blnh Du'dng

Nam 2004, h~ th6ng cac sieu thi Co.opMart d6n nh~n chung chi ISO 9001:2000 do t6 chile SGS (Thvy SI) ca'p voi hai n(>i dung: h~ th6ng quan ly chu6i sieu thi va ho:;tt d(>ng quan ly kinh doanh ban le t:;ti cac sieu thi Co.opMart E>ay la m9t n6 llfc ra't IOn cua toan thS can b(> c6ng nhan vien Saigon Co.op n6i chung va

h~ th6ng Co.opMart n6i rieng nh~m phvc vv khach hang hi~u qua nha't voi mvc tieu "Co.opMart- Ndi mua s~m dang tin c~y - B:;tn oua mQi nha" (trich Mf!,c tieu

Chinh sach chdt ltt(/ng cua Co.opMart)

Theo dinh hu'ong phat triSn tu nay de'n nam 2015, h~ th6ng Co.opMart dlf kie'n se tang quy m6 len de'n 50 sieu thi tren toan qu6c Rieng trmig nam nay, se c6 4 sieu thi Co.opMart du'<;1c khdi c6ng xay dl;t'ng t:;ti thanh ph6 Long Xuyen (tinh

An Giang), thi xa VInh Long (tinh VInh Long), thanh ph6 Phan Thie't (tinh Blnh

Thu~n) va thi xa Vi Thanh (tinh H~u Giang) voi kinh phi dftu tu' blnh quan khoang

40 ty VND cho m6i sieu thi

2.2.1 CONG TAC Td CHl1C, sAP XEP QU4Y HANG VA CHUAN Bl HANG HOA

Vi~c s~p xe'p, b6 tri cac line (qufty, k~) hang nhu' sau: khoang each giua cac line tu 0,9- 1,2m; chi~u cao line blnh thu'ong la 1,6m; chi~u cao line sat tu'ong Ia

1,8m va line khuye'n mai la 1,2m M6i line hang ling voi ten m(>t qufty hang va c6 bang ten huong d~n kern theo dS khach hang c6 thS de dang tim du<;1c san phffm mlnh cftn Qufty thu(>c cac nganh hang thu'ong xuyen (vi dv: thl;t'c phffm sd che' va che' bie'n, banh kyo, h6a my phffm ) du'<;1c b6 tri d nhung vi tri gftn cac diSm thau ngan, con cac qufty thu(>c nganh hang kh6ng thu'ong xuyen (vi dv: d6 dung gia

-17-dlnh, thuy tinh, hang may m~c ) du'<;lc b5 tri iJ cac vi tri xa hon Tt:ti vi tri trung Him cua khu tt;( ch<;>n trong m6i sieu thi thu'ong u'u tien tru'ng bay cac line hang khuye'n mai So voi h~ th5ng sieu thi BigC ho~c Maximart, phffn Ion cac sieu thi Co.opMart tt:ti n9i thanh thanh ph5 H6 Chi Minh c6 m9t ht:tn che' la di~n tich tu'ong d5i nho Vl the', d~u cac line hang du'<;lc t6 chuc ra't tr~t tl,l', ngan nAp nhu'ng I5i di giua cac quffy hang, di~n tich dS thao tac cho cac m~u dich vien trl,l'c tie'p ph1:1c Vl:l khach hang (vi dl:l: quffy thl,l'c phffm tu'oi s5ng, quffy ffm thl,fc, quffy can hang, quffy thau ngan ) tu'ong d5i ht:tn http

2.2.1.2 Cong tic chu'n bf hang hoa va trang thiet bf

* Cong hie chu~n bi hang boa d~ b6 sung:

Vl hot:tt d9ng mua ban cua sieu thi di€n ra lien t1:1c kS ca ngay thu Bay, Chu

Nh~t, I€, Te't do d6, cong tac chuffn bi hang h6a dS b6 sung la m9t hot:tt d9ng ra't phuc tt:tp va quan tr<;>ng, doi hoi m9t kha nang di~u hanh, quan ly khoa h<;>c Hi~n

nay, h~ th5ng Co.opMart c6 khoang bon 25.000 m~t hang va du'<;lc chia lam 4 nganh hang chinh, bao g6m: nganh hang thl,fc phffm, nganh hang h6a my phffm, nganh hang d6 dung gia dlnh va nganh hang vai s<;1i may m~c M6i nganh hang trong sieu thi du'<;lc b5 tri tren nhi~u quffy khac nhau va d~u c6 m9t b9 ph~n ph1:1 trach rieng dS kiSm tra, theo doi va d~t hang N6i chung, cong tac chuffn bi hang h6a tt:ti Co.opMart thS hi~n qua hai m~t chinh la chuffn bi v~ s5lu'<;lng va v~ cha't lu'<;lng hang h6a

- V~ sd luqng hcmg h6a: Can eli vao yeu cffu ban ra, lu'<;lng hang t6n kho ngu'oi quan ly nganh hang se tie'n hanh d~t hang dS chuffn bi cho nhfi'ng d<;lt kinh doanh ke' tie'p Tuy nhien, thinh thoang iJ m9t s5 m~t hang c6 sl,l' d9t bie'n v~

nhu cffu cua khach hang da d~n de'n Sl,l' thie'u hl:lt Cl:IC b9, Saigon Co.op da phai

di~u d9ng hang h6a tt:tm thoi gifi'a cac sieu thi thanh vien voi nhau

- V~ cong tac kilm tra chtlt luqng hcmg h6a: Cac san phffm du'<;lc bay ban trong cac sieu thi luon dam bao v~ cha't lu'<;lng, cilng nhu' ht:tn su d1:1ng (date) Nhfi'ng nha cung ca'p cho Saigon Co.op du'<;lc thffm dinh m9t each nghiem tuc tru'oc khi du'a hang vao bay ban tt:ti Co.opMart, ch~ng ht:tn phai la cac doanh nghi~p dt:tt danh hi~u "Hang Vi~t Nam cha't lu'<;lng cao" ho~c dt:tt du'<;lc nhfi'ng tieu chuffn cha't lu'<;lng qu6c te' E>~c bi~t, d5i voi nganh hang thl,l'c phffm, ngoai nhung tieu chuffn v~ thanh phffn, cha't lu'<;lng san phffm, nha san xua't con phai thoa man cac tieu chuffn v~ v~ sinh an toan thl,l'c phffm

F::· ~7;, - ,:~~- ,, ,~ , :; :),., ·

L-= ·- -·

* Cong tac chudn bi cac trang thie't bi va cong dung cu phuc vu qua trlnh mua s1im cua khach hang:

Vi cdc trang thie't bj, may moe phT:tC VT:t lor;ti htnh kinh doanh sieu thj: h~

thO'ng di~n, h~ thO'ng dieu hoa nhi~t dQ, dan l~nh (qu~y th\(c phffm tu'di sO'ng), may phat di~n, h~ thO'ng am thanh, may tinh tien, trang thie't hi phong chay chua chay

va di;ic bi~t la h~ thO'ng di~n toan (vdi m~ng n()i be) ho~t d()ng ra't hi~u qua) du'qc trang hi 100% trong toan h~ th6ng Co.opMart T~i m6i sieu thi thanh vi en, h~

thO'ng loa du'qc n6i tu c6ng vao cho de'n tung khu v\(c, be) ph~n, phong ban trong sieu thi Dieu nay giup Iu6ng thong tin lien quan de'n mQi ho~t d()ng dieu hanh, quan ly sieu thi Va di;ic bi~t la thong tin lien quan de'n quyen lqi khach hang du'QC htu chuy~n nhanh chong, chinh xac va kiP thoi Ngoai ra, m6i sieu thi deu co m()t

bi

Vi cdc cong dT:tng CT:t phT:tC VT:t qua tr1nh mua sdm: bao g6m cac xe dffy, gio nh\(a d\(ng hang, bao goi thlfc phffm tu'di s6ng Ngay IO'i vao khu Tlf chQn, khach hang sed~ dang Iffy xe dffy hoi;ic gio d\(ng hang tuy theo nhu c~u mua nhieu hay it Sau khi sli' dl;lng xong, cac cong Cl;l nay se du'QC nhan vien bao v~ sieu thi thu gom

tu cac qu~y Thau ngan (Cash) ve vi tri ban d~u Tuy nhien, vao nhung luc cao

di~m hoi;ic nhung ngay I~- Te't, do khO'i lu'qng cong vi~c tang d()t bie'n, nhan vien bao v~ khong kiP t~p ke't cac xe va gio hang d~n de'n tlnh tr~ng chung chie'm di~n

tich khu tinh tien, trong khi khach hang mdi l~i khong tlm dttqc d1;1ng c1;1 dlfng hang T~i cac qu~y th\(c phffm tu'di sO'ng, sieu thi di;it san m()t sO' cCJ bao khac nhau

d~ khach t\( bao goi th\(c phffm theo nhu c~u cua hQ Dieu nay giup khach hang hoan toan chu d()ng llfa chQn va quye't dinh s6Ittqng hang c~n thie't cho mlnh

Tom l~i, ta't ca h~ thO'ng may moe - thie't hi, cong dl;lng Cl;l tren la nhung phu'dng ti~n v~t cha't, ky thu~t khong th~ thie'u du'qc trong qua trlnh ph1;1c Vl;l khach hang cua hlnh thuc kinh doanh sieu thi Ta't ca chung gop ph~n t~o nen m()t h~

thO'ng hoan chinh d~ qua trlnh mua s~m cua khach hang trCJ nen nhanh chong,

thu~n ti~n, lich S\( hdn Va hi~U sufft phl;IC Vl;l cua tung nhan vien, cfing nhu' toan h~

thO'ng Co.opMart dttqc nang cao hdn

2.2.2 QUY TRiNH BAN HANG T~l Mftl SIEU THI CO.OPMART

Ph~n ldn nhan vien cua sieu thi du'qc xem la nhung ngttoi ban hang theo cong do~n vl ta't ca hQ deu tie'p XUC tr\(c tie'p hay gian tie'p vdi khach hang theo

-19-c6ng vi<$c duqc chuyen m6n hmL Bay chinh Ia nhung nguoi dong vai tro quye't dinh (J khau ban hang cuo'i cling va gop phffn ra"t Ion vao hi<$u qua kinh doanh cua toan h<$ tho'ng Co-opmart Hay noi each khac, h9 la nhfi'ng nglioi gop phAn t~o

thanh cua khach hang voi Saigon Co.op Quy trlnh thong thuong cua m()t khach hang khi tie'n hanh giao dich vOi Co.opMart du'cjc tom ta:t nhu' sau:

Cong dor;~n giti xe: duqc thl;t'c hi<$n t~i bai xe rieng cua m6i sieu thi Co.opMart voi gia giu xe du'<:Jc xem la ra"t "dung quy dinh" (J th~mh pho' nay (lOOOd/xe ga:n may) va du'<:Jc niem ye't c6ng khai

Cong dor;~n gi:ti tui xach hoi;ic himg h6a dii mua tu cac khu khac tru'oc khi vao khu Tl;t' ch9n: du'cjc thl;t'c hi<$n (J quffy Giu gio Quffy nay du'cjc bo' tri ngay c~nh lo'i vao cua khu Tl;t' chQn va d6ng thoi gffn khu Vl;t'C thau ngan d6 giup khach hang tie't ki<$m thoi gian vl kh6ng phai di l~i nhi~u

Cong dor;~n lfr(a ch9n, mua sdm hang h6a: du'cjc thl;t'c hi<$n trong khu Tl;t' chQn

T~i day, khach hang hoan toan tl;t' do ll;t'a ch9n san ph~m theo y thich cua mlnh,

mi~n Ia kh6ng gay t6n h~i de'n nhung hang hoa rna mlnh kh6ng mua Ne'u cffn them thong tin V~ san ph~m, khach hang CO th6 nho de'n Slf tr(j giup CUa nhan vien tung quffy hang cua Co.opMart hoi}.c nhan vien tie'p thi cua nha cung ca"p

Cong dor;~n tfnh tiJn: du'<:Jc thl;t'c hi<$n t~i cac quffy Thau ngan T~i day, ngoai nhi<$m v1;1 tinh ti~n cho khach m()t each nhanh chong, chinh xac, nhan vien b() ph~n

na)' con dam du'ong nhi<$m Vl;l xe'p hang vao bao cho khach ffiQt each gQn gang, ngan na:p va khoa hQC Ne'u hang hoa qua ni}.ng hoi}.c nhi~u va d6ng thoi khach hang co hoa don mua hang tren 200.000d thl co th6 yeu cffu nhan vien Co.opMart giao hang t~n nha (mi~n phi) Cuo'i cling, sau khi da thl;t'c hi<$n xong qua trlnh mua sa:m t~i sieu thi, khach hang se nh~n l~i tui xach va xe da gfri

Do du'<:Jc t6 chile thanh m()t chu6i cac sieu thi (hi<$n t~i vOi t6ng c()ng la 13 sieu thi, trong do t~i thanh pho' H6 Chi Minh la 11 sieu thi va 2 sieu thi con l~i (J

Quy Nhon va (J Cffn Tho) nen Co.opMart co lqi the' cua m()t nha phan pho'i le hang dffu (J Vi<$t Nam Vl v~y, cling voi m()t so' chu6i sieu thi khac nhu' MaxiMart, CitiMart Saigon Co.op thuong xuyen nh~n du'<:Jc u'u dai tu cac nha cung ca"p IOn

va c6 uy tin tren thi tntong Cung vdi nhii'ng u'u dai nay, blm than h~ thO'ng Co.opMart cling n6 lgc t\1' xay d\fng them kha nhi€u chlidng trlnh khuye'n m~i danh rieng cho khach hang nhAm thu hut S\1' chu y cua khach hang moi va lu'u giii' long trung th~mh cua khach hang cu

Duoi s\f chi d~o chung cua Lien Hi~p Saigon Co.op, ban giam dO'c cua m6i sieu thi thanh vien se dinh huang cho T6 Quang cao- Khuye'n mai xay d\fng ke'

ho~ch va th\fc hi~n cac chlidng trlnh u'u dai cho khach hang voi nhi€u hlnh thuc da

d~ng, phong phu, luon d6i moi va di€u chinh cho phu h<Jp qua m6i nam Nhii'ng chlidng trlnh nay dli<Jc th\fc hi~n trong suO't nam ho~t d<)ng va mang dffu ffn rieng cua h~ thO'ng Co.opMart danh ti;ing khach hang ( xem them Ph¥ lT:tc 1 a)

- Chudng trlnh "Khach hang than thie't" (xem them phf:llf:lc lb) dli<Jc ap d1:1ng d~u

tien vao d~u nam 2001 t~i h~ thO'ng Co-opmart Vao thoi di~m ban d~u, chudng trlnh nay da t~o nen di~m khac bi~t n6i b~t cua h~ thO'ng Co-opmart so voi cac

h~ th6ng sieu thi khac dang ho~t d<)ng t~i TPHCM N6 da t~o ra m<)t luqng khach hang quen thu<)c, than thie't IOn va dam bao m<)t n€n tang khach hang vii'ng ch~c cho s\f c~nh tranh mang tinh lau dai v€ sau nay Cho du de'n hom nay c6 nhi€u h~ thO'ng sieu thi khac da ap d1:1ng chudng trlnh "Khach hang than thie't" nay, nhung Co-opmart v§:n khong ngung d6i moi va cai tie'n d~ t~o sue hffp d§:n rieng bi~t cua mlnh va lu'u giii' long trung thanh cua khach hang

2.3.3 CHUdNG TRINH THANH TOAN BANG THE TfN DUNG

The tin d1:1ng la m<)t hlnh thuc thanh toe:1n hi~n d~i da duqc ap d1:1ng nhi€u tren the' gioi, va buoc d~u da xufft hi~n (J Vi~t Nam, d:;tc bi~t la (J nhii'ng thanh ph6 IOn Til khi b~t d~u hlnh thanh chu6i sieu thi (J thanh phO' H6 Chi Minh, Co.opMart cling da tri~n khai phlidng thuc thanh toan khong dung ti€n m:;tt nay Hi~n t~i,

khach hang de'n voi h~ thO'ng Co.opMart c6 th~ stl' d1:1ng h~u nhu m<;>i lo~i the dang ph6 bie'n (J Vi~t Nam nhu: the EAB (ngan hang Dong A), ACB (ngan hang A Chau), VCB (ngan hang Vietcombank), Agribank (ngan hang No&PTNT), Incombank, VIBbank, Techcombank, BIDV

Cach thuc giao dich du<Jc tie'n hanh nhu sau: sau khi 1\fa ch<;>n hang c~n mua

(J khu t\1' ch<;>n, khach hang se de'n qu~y Thau ngan T~i day khach hang xufft trlnh the cho nhan vien thau ngan va nguoi nay se dua cho khach hang m<)t Phie'u Giao Dich T~m Ngu'ng tren d6 c6 in t6ng gia tri ti€n hang c~n thanh toan Ke' tie'p,

2.3.4 CAC DICH VIJ HO TR(1 KHAC DANH CHO KHACH HANG

MQi khach hang mua s~m a khu tl;t' chQn cua Co.opMart voi gia tq h6a ddn

tu 200.000d tra len ne'u c6 nhu cftu d~u c6 th~ su dvng dich vv giao hang t~n nha mien phi Cv th~ la sau khi mua hang, khach hang cftn sieu thi giao hang cho mlnh

se duqc nhan vien thau ngan huang dftn g~p nhan vien bao v~ d~ cung ca'p thong tin v~ ten nguoi nh~n hang, dia chi, di~n thoe;ti lien le;tc va thoi gian cftn giao hang

Th~m chi, ne'u khach hang khong dem du s6 ti~n cftn thie't d~ thanh toan h6a ddn mua hang thl sieu thi c6 th~ linh hoe;tt giai quye't bAng each: giao hang theo phudng thuc chua thanh toan va khi nhan vien giao hang da cha hang de'n dia chi cftn giao thl khach hang se tra ti~n dfty du theo h6a ddn Voi dich V\1 nay, khach hang c6

th~ thoai mai di mua sa:m a Co.opMart rna khong sq vi~c mang vac kh~ n~ nhu hlnh anh thuong tha'y a cac sieu thi khac Bi~u nay d~c bi~t c6 y nghia quan trQng d6i voi cac khach hang la phv nii' hay khach hang IOn tu6i

Bay la phudng thuc ban hang ti~n lqi duqc hftu he't cac sieu thi a thanh ph6 H6 Chi Minh ap dvng va d~c bi~t duqc ap dvng 100% te;ti h~ th6ng sieu thi Co.opMart Quy trlnh thl;t'c hi~n duqc tie'n hanh nhu sau: khi khach hang d~t hang qua di~n thoe;ti, nhan vien qufty Dich vv se c6 trach nhi~m tie'p nh~n cac thong tin

v~ ten, chung loe;ti, s6 luqng hang h6a; ten, dia chi, s6 di~n thoe;ti cua khach hang; thoi gian giao hang Tie'p d6, nhan vien nay se chuy~n ddn hang sang cho cac nhan vien b() ph~n nganh hang c6 lien quan d~ chQn hang cho khach Sau d6, hang h6a duqc tinh ti~n a qufty Thau ngan (c6 lu'u h6a ddn te;ti Cash) va trong h6a ddn giao cho khach c6 ghi r6 "Chua thanh toan " Cu6i cung, nhan vien giao hang se tie'n hanh dem hang de'n ndi khach yeu cftu va thu ti~n hang v~ n()p cho Cash

Dich Vl;l g6i qua mien phi ap dvng cho mQi khach hang mua sa:m a Co.opMart la di~m d~c thu cua h~ th6ng sieu thi thu()c Saigon Co.op Khong chi

rieng nhii'ng ngay cu6i tuffn ho~c ngay 1~- T~t, bfft cu ngay md etta nao cac sieu

thi Co.opMart d~u cung cffp djch Vl;t g6i qua mi~n phi cho cac khach hang c6 nhu cffu t~ng qua cho nguoi than, b~n be Voi djch Vl;t nay, khach hang c6 ngay m<)t

ti~n fch rfft tuy~t voi, vua tn;t'c ti~p h,(a ch<;>n qua trong hang ngan chiing lo~i hang h6a ciia Saigon Co.op, vua ti~t ki<$m du'<Jc thoi gian va chi phi n~u phai dem m6n qua di d~t g6i C1 ben ngoai M<)t di~u dang ng<Ji khen C1 day, tuy la djch Vl;t du'<Jc thlfc hi~n mi~n phi nhu'ng v~t li~u va hlnh thuc g6i qua rfft b~t m~t Th~m chi, tuy theo sd thfch va nhu cffu ciia mlnh, khach hang c6 th€ yeu cffu nhan vien g6i qua theo ki€u dang va mau s~c rna mlnh mong mu6n

TOM TAT CHUdNG 2

Chuang 2 cho thffy buc tranh t6ng th€ v~ toan b<) cac ho~t d<)ng djch Vl;t rna

h~ th6ng sieu thi Co.opMart cung cffp cho khach hang, th€ hi~n qua hai mang ho~t

d<)ng chinh sau:

Mqt la, cac ho~t d<)ng lien quan d~n vi<$c t6 chile quan ly ban hang va cung ung ngu6n hang h6a phong phu, da d~ng, dam bao chfft lu'<Jng voi gia ca phai chang cho khach hang

Hai la, cung cffp cac djch Vl;t h6 tr<J ban hang nh~m gia tang "gia tri" cho khach hang khi d~n voi h~ th6ng Co.opMart Mot s6 djch Vl;t chinh nhu': chu'ong trlnh "Khach hang than thi~t", chuang trlnh khuy~n mai, djch Vl;t giao hang t~n

nha, djch Vl;t g6i qua mi~n phi, djch Vl;t thanh toan b~ng the tin d1;tng

la "Saigon Co.op luon tho a man khach hang va hu'ong d~n Sl;t' hoan hao " Mu6n thlfc hi<$n di~u nay ban than m6i sieu thi trong toan hi$ th6ng Co.opMart phai khong ngung hoan thi~n va lien tl;tC cai ti~n d€ t~O nen IDQt phu'dng thuc ban hang tien ti~n, d<)i ngu nhan vien chuyen nghi<$p va dap ung t6t nhfft nhu cffu ciia m6i khach hang

-23-CHUONGS:

3.1 Glt'11 THI~U CHUNG

Vi~c phan tich thl,l'c tr~ng ho~t dong cung cffp dich v1,1 t~i ht$ th6ng sieu thi Co.opMart d chu'ong 2 chi chota nhung nh~n dinh mang tinh dinh tinh Vl v~y, d€ danh gia muc do thoa man nhu cffu cua khach hang khi de'n voi h~ th6ng sieu thi Co.opMart mot each khach quan hon, chung ta se dl,l'a tren phu'ong phap dinh h.t<;fng D€ lam di~u nay, tac gia se dl,l'a tren co sd ly thuye't sl,l' thoa man cua khach hang v~ cha't lu'<;fng dich v1,1 sieu thi d chuong 1 va phan tich thl,l'c tr~ng ho~t dong cung cffp dich Vl,l cua h~ th6ng sieu thi Co.opMart (j chu'ong 2 d€ xac dinh cac ye'u t6 tac dong de'n muc do thoa man cua khach hang va sau d6, (j chu'ong 4 tac gia se

d~ xua't mot s6 giai phap nhtim nang cao hi~u qua ho~t dong cua h~ th6ng sieu thi Co.opMart

Noi dung nghien cuu (j chu'ong nay du'QC thl,l'c hi~n thong qua hai bu'oc chinh: (1) Nghien cuu so bo va (2) Nghien cuu chinh thuc

Bang 3.1: Quy tr'inh nghien cuu

Nghien cUu sd b() (djnh tinh): duqc thl,l'c hi~n thong qua phu'ong phap dinh tinh Nghien Cllu nay sii' dl,lng ky thu~t thao lut],n nh6m (focus group discussion), Cl,l th€ la tac gia trl,fc tie'p g~p go va trao d6i VOi 10 ngu'oi da Va dang sfr d1,1ng dich Vl,l sieu thi t~i thanh ph6 H6 Chi Minh (bao g6m 3 d6ng nghi~p t~i tru'ong DH Cong

nghi~p TPHCM, 2 ngu'oi ph1,1 nu noi trq, 2 sinh vien h~ chinh quy va 3 sinh vien

chfft lu'qng dich Vl,l cua Co.opMart ( xem them Phlf- [~f-c 3 - Dim hili dung cho Thao lu(in nh6m) Ml,lc dich cua bu'oc nay nhtim kham pha cac ye'u t6 cha't lu'qng dich Vl,l sieu thi du'qc cam nh~n bdi khach hang tren co sd mo hlnh "Nam thanh phffn chfft

hiqng dich Vl,l" (xem cd SO [y [uqn 0 phJn 1.2.1) va sau d6, tie'n hanh xay dt;(ng

bang ca U hoi d~ phl,IC V\1 cho nghien CUU giai do~n 2

Nghien c6'u chinh thuc (dinh hiqng): dttqc thlfc hi~n b~ng phu'ong phap nghien cuu dinh lttqng Nghien cuu nay dttqc thlfc hi~n b~ng ky thu~t phong vdn trf!c di~n (face-to-face interview) Cl,l th~ la tac gia va m9t seS sinh vi en t~i tru'ong

BH Cong Nghi~p tie'n hanh phong vffn trlfc tie'p 252 khach hang cua h~ th6ng sieu

thi Co.opMart thong qua bang cau hoi "Tham do y kie'n vi mac dq thoa man cua khach hang khi sit dt:~ng dtch v~ sieu tht Co.opMart tr;zi thanh phff Hb Chi Minh" (xem them Ph~ l~c 4) Ml,lc dich cua bu'oc nay nh~m thu th~p va t6ng hqp thong tin

sd cffp trong cau tra loi cua cac khach hang tu cac bang cau hoi da du'qc phong vffn trlfc di~n tru'oc d6 Sau d6, dlfa tren ke't qua xfr ly nay, tac gia se trinh bay cac

nh~n dinh, danh gia v~ muc dQ thoa man nhu cftu cua khach hang d6i vOi tung

ho~t d9ng dich V\1 rna h~ th6ng sieu thi Co.opMart da cung cffp cho khach hang

3.2 NGHIEN CUu BINH TINH

Can cu vao ly thuye't mo hlnh "Nam thanh phftn chfft lu'qng dich Vl,l" (trznh

bay 0 chUdng 1), nQi dung phan tich hi~n tr~ng cung cffp cac dich Vl,l cua h~ thefng

sieu thi Co.opMart (trznh bay (J chucmg 2) va ke't qua thao lu~n nh6m dttqc tie'n hanh voi 10 khach hang da va dang sa dl,lng dich Vl,l sieu thi t~i thanh ph6 H6 Chi

Minh (khong nhflt thie't phdi la dtch v~ sieu tht tr;zi Co.opMart), cho thffy c6 kha

nhi~u ye'u teS lien quan de'n chfft lu'qng dich V\1 sieu thi rna khach hang rfft quan

tam Cac ye'u t6 nay dttqc t~p hqp l~i thanh 5 thanh phftn (5 nh6m) chfft lttqng dich V\1 sieu thi chinh nhu' sau:

• Thanh phftn mac dq tin c(iy: nh6m ye'u t6 nay cho thffy slf quan tam cua khach hang v~ uy tin thu'ong hi~u sieu thi, v~ vi~c thlfc hi~n nhung loi cam ke't, IOi hua d6i voi khach hang, v~ each thuc giai quye't cac th~c m~c khie'u n~i cua khach

• Thanh phftn chdt [U(/ng va gid cd hang h6a: th~ hi~n mefi quan tam cua khach hang lien quan de'n hang h6a dttqc bay ban (J sieu thi v~ cac phu'ong di~n: chfft lu'qng hang h6a, d9 an toan khi sfr dl,lng, ngu6n g6c xufft xu, chung lo~i gia

?

ca

-25-• Thanh phffn phuang tifn hilu hinh: khac voi di ch<j, khach hang di sit~u thi khong chi d~ chQn mua hang h6a rna con d~ thu' gHin, thu'dng thuc thu vui mua silm Chinh vi v~y, hQ ra't quan tam de'n cac ye'u tO' t~o nen sue ha'p d~n, tic$n nghi, hic$n d~i cua m()t sieu thj, ch~ng h~n nhu': ki~u kie'n true, trang tri n()i tha't cua sieu thj, vic$c dffu tu' cac trang thie't bj phl,IC Vl,l khach hang, hinh thuc, trang phl,IC CUa nhan vien

• Thanh phffn nang htc va nhan llfc phlf,c vlf,: day la nh6m ye'u tO' d~c bic$t chie'm

nhi~u Sl;t' quan tam cua khach hang Bdi vl dO'i voi linh vl;t'c kinh doanh djch Vl,l, chfft lu'<jng djch Vl,l rna khach hang cam nh~n du'QC phl,l thUQC rfft nhi~U VaO cha't lu'<jng cua qua trlnh tu'ong tac giii'a ngu'oi mua va ngu'oi ban Ct,I th~ trong

ho~t d()ng kinh doanh sieu thi, khach hang quan tam tOi thai d() va cung each lam vic$c cua nhii'ng nhan vien trl,l'c tie'p tie'p xuc ho~c giao dich voi hQ, ch~ng h~n: nhan vien giu xe, giu gio, nhan vien cac quffy hang khu tl;t' chQn, nhan vien cac quffy djch vt,I h6 tr9 khach hang, bao vc$

• Thanh phffn hoq,t dqng hb trr;J bdn hang: trong bO'i canh thj tru'ong ban Ie c~nh

tranh gay gilt nhu' hic$n nay, ne'u chi cham b~m vao vic$c tim ngu&n hang th~t

phong phu va dua ra muc gia th~t c~nh tranh thi m()t sieu thi se ra't kh6 dung vii'ng Chinh cac ho~t d()ng h6 tr<j ban hang nhu': khuye'n mai, giao hang t~n

nha, ban hang qua dic$n tho~i, thanh toan b~ng the tin dt,Ing, thlfc hic$n chu'ong trlnh "Khach hang than thie't" se g6p phffn gia tang muc d() hai long cua khach hang dO'i voi sieu thi d6

3.2.2 MO HlNH 5 THANH PHAN CHAT LU'0NG DICH VIJ SIEU THI

Dl,l'a tren ke't qua thao lu~n nh6m, tac gia tie'n hanh t6ng h<jp va tri€n khai n()i dung chi tie't v~ cac ye'u tO' (cac bie'n quan sat) cua m6i thanh phffn tren du'Oi

d~ng "Mo hinh 5 thanh phffn cha't lu'<jng dich Vl,l sieu thi" v~n dt,Ing trong tru'ong h<Jp sieu thi Co.opMart nhu' sau:

(1) Thanh ph~n muc df) tin cljy (g6m 4 bie'n quan sat)

1 Khach hang ra't tin tu'dng vao thu'ong hic$u Co.opMart

2 Sieu thi Co.opMart thl;t'c hic$n dung chu'ong trlnh nhu' da giOi thic$u

3 Sieu thi Co.opMart cung ca'p dich Vl,l dung vao thoi di€m da cam ke't

4 Co.opMart giai quye't thoa dang cac thilc mile, khie'u n~i cua khach hang (2) Thanh ph~n chat lllljng va gia ca hang h6a (g6m 3 bie'n)

5 Chung lo~i hang h6a cua Co.opMart da d~ng va phong phu

6 Chfft lu'<;1ng hang h6a dap ung du'<;1c nhu c~u cua khach hang

7 Gia ca hang h6a t(;li Co.opMart chffp nh~n du<;1c

(3) Thanh ph§nphztdng tifn hftu hinh (g6m 8 bie'n quan sat)

8 Sieu thi Co.opMart c6 m~t bilng r<)ng va thoang

9 Sieu thi Co.opMart tQa l(;lc CJ nhii'ng vi tri thu~n ti~n di l(;li

10 Sieu thi Co.opMart du<;1c xay dl,l'ng va trang tri dyp mt1t, hffp d~n

11 Sieu thi Co.opMart c6 cac trang thie't bi hi~n d(;li

12 Vi~c st1p xe'p cac qu~y hang, hang h6a va cac khu dich V\} h<;1p ly

13 D6ng phl;lC cua nhan vien Co.opMart gQn gang va lich Slf

14 Thai gian lam vi~c cua Co.opMart thu~n ti~n cho vi~c mua st1m va giao dich cua khach hang

15 Sieu thi Co.opMart ra't s(;lch se

( 4) Thanh ph§n nang l(lc va nhan l(lc pktjC v~ (g6m 5 bie'n)

16 Nhan vien cac qu~y hang khu Tl! chQn luon san sang tra IOi thoa man cac cau hoi cua khach hang

17 Nhan vien cac qu~y hang khu Tl! chQn luon lich Slf voi khach hang

18 Nhan vien thau ngan thao tac nhanh nhyn

19 Nhan vien thau ngan luon tu'oi cu'oi voi khach hang

20 Nhan vi en cac bQ ph~n ph\}C V\} va h6 tr<;1 luon nhi~t tlnh da p ung cac yeu

c~u cua khach hang

(5) Thanh ph§n ho{lt dl)ng h6 trf/ ban hang (g6m 6 bie'n quan sat)

21 Khach hang thich chu'ong trlnh "Khach hang than thie't" cua Co.opMart

22 Cac chuang trlnh khuye'n mai cua h~ th6ng Co.opMart luon hffp d~n va n6i b~t so vOi cac h~ th6ng sieu thi khac

23 Khach hang hoan toan hai long voi dich V\} giao hang t(;li nha cua sieu thi

24 Khach hang hoan toan hai long voi dich V\} g6i qua cua Co.opMart

25 Khach hang hoan toan yen tam v~ dich V\} ban hang qua di~n tho(;li cua

h~ th6ng sieu thi Co.opMart

26 Dich V\1 thanh toan b~ng the tin dl;lng ra't ti~n l<;1i cho khach hang

3.3 NGHIEN Cifu BJNH LlfQNG

3.3.1 THIET L~P BANG cAu H(u sd BO & CHiNH THllc

-27-~au khi tie'n h~mh nghien cuu dinh tinh, bang cau hoi so bQ da du'<Jc thie't

1~p (xem Ph¥ lf!,c 4a - Bang cau hoi nghien cau djnh lU(fng sd bq) Tie'p d6, 20 bang cau hoi nay da du'<Jc phat ra d~ phong va'n thll' 20 khach hang da va dang sll' dvng dich V\} sieu thi cua h<$ th6ng sieu thi Co.opMart nh~m xac dinh tinh phu h<Jp cua n()i dung va each dung thu~t ngii' Sau d6, bang cau hoi so b() da du'<Jc di~u

chinh 1gn cu6i va sll' dl;lng cho nghien cuu chinh thuc ( xem Ph¥ lf!,c 4b - Bang cau

vi ktt cdu bang cllu hoi:

- Tit cau 1 de'n cau 5: d~ng cau hoi phan bi<$t voi thang do danh nghfa (nominal scale - 1a 1o~i thang do trong d6 s6 do dung d~ phan 1o~i chi tieu, d6i tu'<Jng cgn do 1u'ong, n6 khong c6 y nghia v~ 1u'<Jng)

- Tit ca u 6 de'n ca u 7: 1a hai ca u hoi trQng tam cua to an b() nghien cuu nay, du'<Jc sll' d\}ng voi thang do khoang (interval scale -1a 1o~i thang do trong d6 c6 m()t chu6i cac phat bi~u lien quan de'n thai dQ rna ngu'oi tra lOi se chQn m()t trong cac cau tra 1oi d6) Trong bang cau hoi chinh thuc, tac gia sll' dl;lng thang do khoang 7 di~m nghia 1a th~ hi<$n mile dQ d6ng y cua ngu'oi tra lOi theo thang

di~m 7, tit 1 la Hoan toan khong dbng y de'n 7 la Hoan toan dbng y

vi noi dung nghien cuu chfnh ciia bang ciiu hoi: th~ hi<$n qua 6 nh6m ye'u t6:

~ Nghien cuu v~ muc dl) tin cljy cua khach hang d6i voi Co.opMart, th~ hi<$n qua cac nQi dung C\} th~ sau (tlt cau hoi 6.1 den 6.4):

Uy tin thu'ong hi<$u Co.opMart

Cung ca'p dich V\l dung cam ke't

Cung ca' p dich V\l dung thoi di~m

Giai quye't khie'u n~i, tha:c ma:c cua khach hang

~ Nghien cuu v~ chdt lzt{lng va gill cii hang hoa rna Co.opMart cung ca'p ra thi tru'ong, n()i dung quan tam (J nh6m nay Ia (tlt cau hoi 6.5 dfn 6.7):

Chung 1o~i hang h6a

Cha't 1u'<Jng hang h6a

Gia ca hang h6a

~ Nghien cuu v~ phztdng ti?n hilu hinh cua h<$ th6ng Co.opMart, th~ hi<$n qua cac n()i dung sau (tit cau hoi 6.8 dfn 6.15):

Di~u ki<$n m~t b~ng

Vi tri sieu thi Co.opMart

- Tinh hffp d~n va thu hut cua sieu thi

Cac trang thi~t hi va cd so v~t chgt

Vil$c s~p x~p hang h6a va quffy kl$

Thoi gian lam vil$c cua sieu thi

- Tinh vl$ sinh cua sieu thi

~ Nghien cuu v~ niing bjc va nhan ll,lc pktjC V(! cua nhan vien Co.opMart dO'i voi khach hang - mot trong nhung noi dung du'cjc khach hang d~c bil$t quan tam- bao g6m (ta cau hoi 6.16 din 6.20):

Nang h,tc phvc Vl;l cua nhan vien quffy hang khu tl,l' ch<;>n

- Nang ll,l'c phvc Vl;l cua nhan vien thau ngan

- Nang ll,l'c phl;lC Vl;l cua nhan vien cac bo ph~n phvc Vl;l va h6 trcj ban hang

~ Nghien cuu v~ ho{lt dl)ng hb trf/ khach hang - mot trong nhil'ng each thuc

nh~m gia tang gia tq cua khach hang khi de'n voi hl$ thO'ng Co.opMart - th~

hil$n qua cac noi dung chinh sau (ta cau hoi 6.21 din 6.26):

Chu'dng trlnh "Khach hang than thie't"

- Cac chu'dng trlnh khuy~n mai

- Dich vv giao hang tc,li nha

Dich vv ban hang qua dil$n thoc,li

- Dich vv thanh toan b~ng the tin dvng

~ Nghien cuu Tifng quat vi muc dl) thoa miin cua khach hang v~ chgt lu'cjng dich Vl;l sieu thi cua hl$ th6ng sieu thi Co.opMart, bao g6m 6 bi~n quan sat sau (ta

cau hoi 7.1 din 7.6):

Muc d9 hai long v~ chgt lu'cjng va gia ca hang h6a

- Muc do hai long v~ cd sCi v~t chgt va trang thi~t hi

Muc do hai long v~ nang ll,l'c ph1;1c V\1 cua nhan vien Co.opMart

- Muc do hai long v~ cac hoc,lt dong h6 trcj khach hang

- Muc d9 hai long chung v~ chgt lu'cjng dich Vl;l sieu thi cua Co.opMart Bang cau hoi chinh thuc du'cjc tac gia va m9t nh6m sinh vien thu9c khoa QTKD cua tru'ong BH C6ng Nghil$p Tp.HCM sii' dvng d~ phong va"n trl,l'c tie'p cac

-29-khach hang Cu()c di~u tra nay du'<Jc tie'n hanh vao thang 10/2005 t~i khu Vl,iC thi tntong thanh pho' H6 Chi Minh

3.3.2 PHUONG PHAP NGHIEN CUU & THU TH~P THONG TIN

Hai phu'dng phap pharr tich tho'ng ke mota va pharr tich h6i quy se du'<Jc ke't h<Jp Slt d1;1ng d~ pharr tich ffiUC d(} hai long cua khach hang V~ chfft lu'<;fng dich Vl;l sieu thi t~i Co.opMart Phuong phdp tht/ng ke mo ta du'<Jc thl,ic hi~n b~ng each tinh cac gia tri tho'ng ke cftn thie't ph1;1c vv cho n()i dung pharr tich, ch~ng h~n nhu': cac gia tri trung binh, tftn so' tich lfiy, d() l~ch chu~n, phu'dng sai, trQng so' h&i quy Con phuang phdp phan tich h8i quy du'<Jc thl,ic hi~n b~ng each dl,ia tren mo hinh phltdng trinh h6i quy d~ pharr tich tac d(}ng cua cac thanh phftn chfit lu'<jng dich Vl;l sieu thi de'n Sl,i thoa man cua khach hang Cong Cl;l chu ye'u h6 tr<J cho phftn xfr ly dii' li~u la phftn m~m SPSS 12.0

Do'i tu'<Jng nghien cuu chu ye'u t~p trung vao pharr khuc cac khach hang ca nhan va h() gia dinh- la khach hang IDl;IC tieu cua Co.opMart Day la nhii'ng ngu'oi

tu 18 tu6i trd len, da va dang sa dl;lng dich Vl;l sieu thi cua Saigon Co.op voi thanh phftn da d~ng v~ tu6i tac thu nh~p va so'ng rai rae tren toan dia ban thanh pho' H6 Chi Minh

Vi khu vue nghien cuu:

Tinh de'n thai di~m thang 10/2005, h~ tho'ng sieu thi Co.opMart t~i thanh pho' H6 Chi Minh bao g&m 11 sieu thi thanh vien, du'<Jc pharr bo' <1 cac dia ban trong thanh pho' nhu' sau:

Bang 3.2: Phiin bo' cac sieu thj Co.opMart tren dja him TPHCM