CHNG 1: TNG QUAN

1. L do chn ti
Vi tc xut hin rm r gn y,take-away coffee mang n mt phong cch c o v thu ht c ng o bn tr nh hng v ngon lnh v phong cch hin i, tr thnh i th ng gm ca "n ch" tr sa. Du nhp vo Vit Nam t nm 2004, take-away coffee (coffee mang i) khng cn xa l vi gii tr c bit l sinh vin. ng vi tn gi, dng coffee ny mang n cho thc khch nhrng tri nghim th v, khc xa vi kiu thng thc coffee truyn thng. Trc y mun ung cc loi coffee kiu Ty ny phi n nhng thng hiu ni ting nh Coffee Bean, Gloria Jeans, Angel in Us hay IIly coffee... vi gi kh cao Bt nhp nhu cu ca gii tr take-away coffee "phin bn teen" c mc gi bnh dn hn (dao ng t 12 - 25 nghn). Cc thc ung tiu biu ca dng coffee ny nh Cookies ice blended (bnh Oreo xay nhuyn), Cappuccino, Latte, Mocha, Chocolate xay, cc loi Yogurt vi hnh thc chung l bt mt, d thng. T nhng u im trn, khng qu ngc nhin khi c kh ng bn tr u i chn mua coffee take away. Phong tro ny pht trin t khi Passio xut hin, ln lt cc coffee khc cng ni ui nhau ra i nh Effoc, Comix, Caztus. Cuc nghin cu ny s gip chng ta tm hiu c cc yu t tc ng n vic la chn ca hng coffee take-away ca sinh vin i hc M v mc hi lng ca sinh vin i vi nhng ca hng coffee ny.

2. Mc tiu nghin cu
Mc tiu tng th Kho st xu hng la chn ca hng coffee Take -Away ca sinh vin i hc M thnh ph H Ch Minh bao gm cc mc tiu c th nhm lm r mc tiu trn: Kho st hin trng s dng loi hnh take-away coffee. Kho st cc yu t tc ng n vic la chn ca hng coffee Take-Away. Mc hi lng v ca hng coffee Take-Away. - Kho st hin trng s dng loi hnh take-away coffee Mc tiu ny i tm hiu v hin trng s dng coffee loi hnh take away.H thng s dng nh th no, loi coffee no h chn, ca hng take away no h thng n. t c nhng ci nhn tng quan v nhn thc ca sinh vin i vi loi hnh ny - Kho st cc yu t tc ng n vic la chn ca hng coffee Take-Away Kho st cc yu t tc ng n vic chn mua coffee loi hnh take away. y chng ta c th phn ra l do phong cch sng, yu t bn ngoi ca sn phm nh dch v, quang cnh cng nh yu t bn trong nh cht lng sn phm, gi c qua nh gi c cc yu t chnh tc ng n vic chn mua ca sinh vin, xc nh yu t chnh, ph. - Mc hi lng v sn phm take-away coffee. o lng mc tha mn cng nh cc mi quan h gia khch hng vi loi hnh take-away coffee. Tm hiu c sinh vin hi lng v iu g cng nh l iu li ko sinh vin n vi loi coffee ny. Bit c mi tng tc gia sinh vin vi ca hng ( c sn sng quay li, gii thiu)

3. i tng v phm vi nghin cu

i tng nghin cu: Sinh vin i hc M trn a bn thnh ph H Ch Minh cc nm 1, 2, 3. Phm vi nghin cu: Sinh vin H M v ang s dng coffee Take-Away ti Tp. HCM. Phm vi v khng gian: Nghin cu cc yu t tc ng v s hi lng ca sinh vin s dng coffee ti cc ca hng coffee Take-Away Phm vi v thi gian: S liu thu thp oc qua bng cu hi iu tra trc tip t sinh vin t thng 4/2012. Nhng s liu th cp khc c thi thp t sch v v mng Internet.

4. Phng php nghin cu

Phng php iu tra: ti s dng phng php iu tra chn mu thng qua bng cu hi kho st . Da trn s liu thu thp ca bng cu hi kho st, chng ti s phn tch bng cng c Excel v SPSS. Ngoi ra ti cn s dng phng php thng k, tng hp, kim nh v hi quy c kt qu chnh xc hn v vn nghin cu.

5. ngha thc tin ca ti

ti nghin cu xc nh cc yu t tc ng n xu hng la chn ca hng coffee Take-Away ca sinh vin, nh gi mt cch khch quan mc hi lng ca sinh vin i vi ca hng . T c th cung cp cho cc ca hng coffee mt c s nghin cu nhm ci thin, nng cao hiu qu, cht lng hot ng ca ca hng v gip cho khch hng thy hi lng mi khi tm n ca hng.

6. Kt cu ti
ti nghin cu c chia thnh 4 chng vi kt cu c th nh sau: Chng 1: Tng quan Chng 2: C s l lun v m hnh nghin cu xu hng la chn ca hng coffee ca sinh vin i hc M, Tp.HCM Chng 3: Tng quan v loi hnh coffee Take-Away v cc ca hng hin nay. Chng 4: Kho st, nh gi v phn tch cc yu t nh hng n vic la chn ca hng coffee Take-Away v mc hi lng ca sinh vin i vi ca hng. Chng 5: Kt qu nghin cu

7. C s l lun 7.1. Khi nim v Take-Away coffee v sn phm dch v 7.2. S hi lng ca khch hng v cc nhn t quyt nh 7.2.1. Khi nim s hi lng ca khch hng
S hi lng ca khch hng tu thuc vo hiu qu hay li ch ca sn phm dch v mang lai so vi nhng g m h dang k vng. Khch hng c th c nhng cp hi lng khc nhau. Nu hiu qu sn phm dch v mang li thp hn so vi k vng, khch hng s bt mn. Nu hiu qu sn phm dch v khp vi cc k vng, khch hng s hi lng. Nu hiu qu san phm dch v mang li cao hn c k vng, khch hng s ht sc hi lng v vui mng. Th nhng, khch hng hnh thnh nhng k vng ca h ra sao? Cc k vng c da trn kinh nghim trc y ca khch hng, kin ca bn b v thng tin t nh tip th. Nh cung cp phi bit thn trng a ra mc k vng ng. Nu mc k vng thp, h c th lm hi lng khch hng tht nhung li chng sc thu ht khch hng. Tri li, nu h nng cc k vng ln qu cao, khch hng c th s b tht vng. i vi nhng ca hng hng theo khch hng, s hi lng ca khch hng va l mc tiu, va l yu t chnh trong s thnh cng ca ca hng. Tuy tm cch mang li s hi lng cao cho khch hng so vi i th cnh tranh nhng ca hng khng n lc ti a ho s hi lng . Chi tiu qu nhiu lm tng s hi lng ca khch hng c th lm vi ngun qu ca ca hng. Nh vy, i hi cn phi c mt s cn nhc, ngha l ca hng va phi mang li mt mc hi lng cao cho khch hng, ng thi cng phi mang li mt mc hi lng chp nhn c cho cc nhn vin ca ca hng.

7.2.2. Phn loi s hi lng ca khch hng

Theo mt s nh nghin cu c th phn loi s hi lng ca khch hng thnh 3 loi v chng c s tc ng khch nhau n nh cung cp.

a.

Hi lng tch cc (Demanding customer satisfaction)

y l s hi lng mang tnh tch cc v c phn hi thng qua cc nhu cu s dng ngy mt tng ln i vi nh cung cp dch v. i vi nhng khch hng c s hi lng tch cc, h v nh cung cp s c mi quan h tt p, tn nhim ln nhau v cm thy hi lng khi giao dch. Hn th h s hy vng nh cung cp dch v s c kh nng p ng nhu cu ngy cng cao ca mnh. Chnh v vy, y l nhm khch hng s tr thnh khch hng trung thnh ca ca hng, min l h nhn thy ca hng cng c nhiu ci thin trong vic cung cp dch v cho h. Yu t tch cc cn th hin ch chnh t nhng yu cu khng ngng tng ln ca khch hng m nh cung cp dch v cng n lc ci tin cht lng5 dch v ngy cng tr nn hon thin hn.

b.

Hi lng n nh (Stable customer satisfaction)

i vi nhm khch hng nag c s hi lng n nh, h s cm thy thoi mi v hi lng vi nhng g ang din ra v khng mun c s thay i trong cch cung cp dch v ca ca hng. V vy, nhng khch hng ny t ra d chu, c s tin tng cao i vi ngn hng v sn lng tip tc s dng dch v ca ngn hng.
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c.

Hi lng th ng (Resigned customer satisfaction)

Nhng khch hng c s hi lng th ng t tin tng vo ngn hng v h cho rng rt kh ca hng c th ci thin c cht lng dch v v thay i theo yu cu ca mnh. H cm thy hi lng khng phi v ca hng tho mn nhu cu ca h m v h ngh rng s khng th no yu cu ca hng ci thin tt hn na. V vy, h s khng tch cc ng gp kin hay t ra th vi nhng n lc ci tin ca ca hng. Ngoi vic phn loi s hi lng ca khch hng th mc hi lng cng nh hng rt ln n hnh vi khch hng. Ngay c khi khch hng c s hi llng tch cc i vi ca hng nhng mc hi lng ch mc hi lng th h c th tm n cc ca hng khc v khng quay tr li ca hng. Ch nhng khch hng c mc hi lng cao nht rt hi lng th h chc chn s l nhng khch hng trung thnh v lun ng h ca hng. V vy, khi nghin cu s hi lng ca khch hng th vic lm cho khch hng hi lng l rt cn thit m vic gip h cm thy hon ton hi lng li quan trng hn rt nhiu. i vi nhng khch hng th ng, h c th ri b ngn hng bt c lc no, trong khi nhm khch hng cm nhn hon ton hi lng th s gip ca hng c nhng bin php ci thin cht lng dch v linh hot cho tng nhm khch hng khc nhau.

7.2.3. Cc nhn t quyt nh s hi lng ca khch hng a. Cht lng dch v

Cht lng dch v c nh ngha bng nhiu cch khc nhau tu thuc vo i tng nghin cu. Vic tm hiu cht lng dch v l c s cho vic thc hin cc bin php ci thin cht lng dch v ca ca hng. V vy, n khng ch quan trng trong vic xy dng mc tiu pht trin m cn nh hng cho ca hng pht huy th mnh ca mnh mt cch tt nht. Cht lng dch v c th c hiu thng qua cc c im ca n. Xt mt cch tng th, cht lng dch v bao gm cc c im sau:

Tnh vt tri
i vi khch hng, dch v c cht lng l dch v th hin c tnh vt tri u vit ca mnh so vi nhng sn phm khc. Chnh tnh u vit ny lm cho chtt lng dch v tr thnh th mnh cnh tranh ca cc nh cung cp dch v. S nh gi v tnh vt tri ca cht lng dch v chu nh hng rt ln bi s cm nhn t pha ngi s dng dch v. Quan h ny c ngha rt ln trong vic nh gi cht lng dch v trong cc hot ng marketing v nghin cu s hi lng ca khch hng.

Tnh c trng ca sn phm

Cht lng dch v l tng th nhng mt ct li nht v tinh tu nht kt tinh trong sn phm dch v to nn tnh c trng ca sn phm dch v. V vy, dch v hay sn phm c cht lng cao s hm cha nhiu c trng vt tri hn so vi dch v cp thp. S phn bit ny gn lin vi vic xc nh cc thuc tnh vt tri hu hnh hay v hnh ca sn phm dch v. Chnh nhng c
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trng ny m khch hng c th nhn bit cht lng dch v ca ca hng khc vi cc i th cnh tranh. Tuy nhin, trong thc t rt kh xc nh cc c trng ct li ca dch v mt cch y v chnh xc. V vy, cc c trng ny khnng c gi tr tuyt i m ch c tnh tng i gip cho vic nhn bit cht lng dch v trong trng hp c th d dng hn.

Tnh cung ng
Cht lng dch v gn lin vi qu trnh thc hin, chuyn giao dch v n khch hng. Do , vic trin khai dch v, thi phc v v cch cung ng dch v s quyt nh cht lng dch v tt hay xu. y l yu t bn trong ph thuc vo biu hin ca nh cung cp dch v. Chnh v th, nng cao cht lng dch v, nh cung cp dch v trc tin cn phi bit ci tin yu t ni ti ny tr thnh th mnh lu di ca chnh mnh trong hot ng cung cp dch v cho khch hng.

Tnh tho mn nhu cu

Dch v c to ra nhm p ng nhu cu khch hng. Do , cht lng dch v nht thit phi tho mn nhu cu khch hng v ly yu cu ca khch hng lm cn c ci thin cht lng dch v. Nu khch hng cm thy cht lng dch v khng p ng c nhu cu ca mnh th h s khng hi lng vi cht lng dch v m h nhn c. Trong mi trng kinh doanh hin i th c im ny cng tr nn quan trng hn bao gi ht v cc nh cung cp dch v phi lun hng n nhu cu khch hng v cc gng ht mnh p ng cc nhu cu . S l v ch v khng c gi tr nu cung cp dch v m khch hng nh gi l khng c gi tr. Xt trn phng din phc v khch hng, tnh tho mn nhu cu bao gm c ngha ca tnh cung ng. S d nh vy l v cht lng dch v bt u t khi ca hng nm bt c nhu cu n khi trin khai dch v nhng chnh trong qu trnh thc hin cung cp dch v m khch hng s cm nhn hi lng hay khng v t cm nhn dch v tt hay xu. Nu tnh cung ng mang yu t ni ti ny th tnh tho mn nhu cu li b chi phi bi tc ng bn ngoi nhiu hn.

Tnh to ra gi tr
R rng cht lng dch v gn lin vi cc gi tr c to ra nhm phc v khch hng. Dch v khng sn sinh ra gi tr no th c xem l khng c cht lng. V vy, vic xem xt cht lng dch v hay c th hn l cc gi tr em li cho khch hng ph thuc vo nh gi ca khch hng ch khng phi ca ca hng. Thng thng, khch hng n nhn nhng gi tr dch v mang li v so snh chng vi nhng g h mong i nhn c. Ni cch khc, tnh gi tr ca cht lng dch v cng b chi phi nhiu bi yu t bn ngoi (khch hng) hn l ni ti (ca hng). Cht lng dch v cng cao l dch v to ra cc gi tr khng ch p ng nhu cu khch hng m cn vt hn nhiu cc mong mun ca khch hng v lm cho ca hng tr nn
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ni bt hn i th cnh tranh. Do , tnh to ra gi tr l c im c bn v l nn tng cho vic xy dng v pht trin cht lng dch v ca ca hng. Tm li, cht lng dch v l nhn t tc ng nhiu n s hi lng ca khch hng. Nu nh cung cp dch v em n cho khch hng nhng sn phm c cht lng tho mn nhu cu ca h th ngn hng s bc u lm cho khch hng hi lng. Do , mun nng cao s hi lng ca khch hng, nh cung cp phi nng cao cht lng dch v. Ni cch khc, cht lng dch v v s hi lng ca khch hng c mi quan h h tng cht ch vi nhau, trong cht lng dch v l ci to ra trc, quyt nh s hi lng ca khch hng. Mi quan h nhn qu gia hai yu t ny l vn then cht trong hu ht cc nghin cu v s hi lng ca khch hng. Trong nghin cu v mi quan h gia hai yu t ny, Spreng v Mackoy (1996) cng ch ra rng cht lng dch v l tin ca s hi lng khch hng.
Cht lng mongi Cht lng dch v S hi lng Cht lng mongi Nhu cu cp ng Nhu cu khng c

Hnh 1.2: Quan h gia cht lng dch v v s hi lng khch hng (Spreng v Mackoy, 1996)

b.

Gi c nh hng ca gi c n s hi lng ca khch hng

Gi c l hnh thc biu hin ng tin ca gi tr hng ha v dch v c xc nh da trn gi tr s dng v cm nhn ca khch hng v sn phm, dch v m mnh s dng. Khch hng khng nht thit phi mua sn phm, dch v c cht lng cao nht m h s mua nhng sn phm, dch v em li cho h s hi lng nhiu nht. Chnh v vy, nhng nhn t nh cm nhn ca khch hng v gi v chi ph (chi ph s dng) khng nh hng n cht lng dch v nhng s tc ng n s hi lng ca khch hng (Cronin v Taylor, 1992). Trong nhiu nghin cu v s hi lng ca khch hng trc y, tc ng ca yu t gi c t c ch n so vi cc tiu ch khc (Voss et at.,
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1998). Tuy nhin, cng vi s cnh tranh ngy cng mnh m ca th trng v cc thay i trong nhn nh ca khch hng v sn phm, dch v, cc nh nghin cu xc nh rng gi c v s hi lng khch hng c mi quan h su sc vi nhau (Patterson et al., 1997). Do , nu khng xt n nhn t ny th vic nghin cu v s hi lng khch hng s thiu tnh chnh xc.

Quan h gia cht lng gi c, gi tr v gi c cm nhn

Khi mua sn phm, dch v, khch hng phi tr mt chi ph no i li gi tr s dng m mnh cn. Nh vy, chi ph c gi l gi c nh i c c gi tr mong mun t sn phm, dch v. Nu em lng ha gi c trong tg quan gi tr c c th khch hng s c cm nhn v tnh cnh tranh ca gi c l tha ng hay khng. Ch khi no khch hng cm nhn cht lng dch v (perceived service quality) c c nhiu hn so vi chi ph s dng (perceived price) th gi c c xem l cnh tranh v khch hng s hi lng. Ngc li, khch hng s t ra khng hi lng v cm thy mnh phi tr nhiu hn so vi nhng g nhn c v gi c trong trng hp ny s tc ng tiu cc n s hi lng ca khch hng. y l mi quan h gia lng gi c, gi tr v gi c cm nhn. Tuy nhin, chnh gi c cm nhn mi l nhn t tc ng n s hi lng ca khch hng. C th lng gi c b ra nhiu hn so vi gi tr nhn c nhng khch hng cm nhn nh th l hp l th h vn s hi lng v ngc li. Trong nghin cu v mi quan h gia gi c cm nhn v s hi lng khch hng, Varki v Colgate (2001) cng chng mnh rng hai yu t ny tc ng qua li ln nhau ty vo nhy cm ca khch hng i vi gi cng nh mi quan h gia ngi s dng dch v vi nh cung cp dch v. Ngoi ra, nh gi tc ng ca nhn t gi c n s hi lng khch hng, chng ta cn xem xt y hn ba kha cnh sau: (Maythew v Winer, 1982). Gi so vi cht lng Gi so vi cc i th cnh tranh Gi so vi mong i ca khch hng V vy, khi xem xt tc ng ca gi n s hi lng khch hng chng ta cn nhn thc mt cch y hn gi y bao gm chi ph b ra v chi ph c hi c c sn phm dch v cng nh tng quan ca gi n nhng kha cnh cp trn. Trong phm vi bi vit ny, yu t gi c c xem xt chnh l tnh cnh tranh ca gi c cm nhn. Nu khch hng cm nhn tnh cnh tranh ca gi c cng cao th h s cng hi lng v ngc li.

8. M hnh nghin cu

Cht lng sn phm Gi c

H1

H2

Cht lng phc v C s vt cht

H3 H4

S hi lng

H9 H5

V tr ca hng Thng hiu

H6 H7

Tn sut n ca hng

H8

Phong cch sng

H1: Cht lng sn phm c mi tng quan dng vi s hi lng ca sinh vin. H2: Gi c c tng quan dng vi s hi lng ca sinh vin. H3: Cht lng phc v c tng quan dng vi s hi lng ca sinh vin. H4: C s vt cht c tng quan dng vi s hi lng ca sinh vin. H5: C s vt cht c tng quan dng vi tn sut n ca hng. H6: V tr ca hng c tng quan dng vi tn sut n ca hng. H7: Thng hiu c tng quan dng vi tn sut n ca hng. H8: Phong cch sng c tng quan dng n tn sut n ca hng. H9: S hi lng ca sinh vin c mi tng quan dng n tn sut n ca hng.

Cc gi thuyt ngoi m hnh Chi tiu hng thng c mi tng quan dng vi tn sut n ca hng. Chi tiu hng thng c mi tng quan dng vi mc gi sn sng chi tr. S hi lng ca sinh vin c mi tng quan dng vi nh quay tr li ca hng. S hi lng ca sinh vin c mi tng quan dng vi quyt nh gii thiu ngi khc.

9. Quy trnh nghin cu 1.2. Nghin cu nh tnh 1.2.1. Mc ch

Quan st cc kha cnh khc nhau ca mc tiu, a ra nhng thng tin nh tnh chi tit, tp trung khai thc, tm hiu v xu hng chn mua coffee Take Away, cc yu t bn trong v bn ngoi tc ng. Cc d liu nh tnh s p ng cc vn sau: L do sinh vin chn coffee Take Away. Sinh vin quan tm n nhng yu t no lin quan n sn phm. Mc gi sinh vin sn sng chi tr cho coffee Take Away. Sinh vin nhn bit g v coffee Take Away.

1.2.2. Mu nghin cu
Phm vi: Sinh vin khu vc thnh ph H Ch Minh Quy m: 24 ngi

Nam
V Vn Tn on Vn B Mai Th Lu An Dng Vng Tng
1.2.3. Phng php

N
3 3 3 3 12

Tng
6 6 6 6 24

3 3 3 3 12

Nghin cu ny c thc hin thng qua k thut kho st tay i vi mt bng cu hi c sn. Ni dung bng cu hi phc tho lin quan n vn v xu hng chn mua coffee Take Away Trong nghin cu ch yu s dng thang o cc loi gi tr khc nhau. Cc thang o c s dng hiu chnh cc cu hi v cc cu tr li cho ph hp. Cc kin phn hi s c ghi nhn v tham kho kin ca ging vin hng dn.T hiu chnh bng cu hi phc tho cho ph hp, t a ra bng cu hi chnh thc.

1.3. Nghin cu nh lng

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1.3.1. Mc ch
Nghin cu ny s c dng o lng cc vn lin quan n xu hng chn mua c ph mang i (take away) ca sinh vin thnh ph H Ch MInh. Tp trung kho st mc hi lng, thi quen chn mua c ph mang i (take away) nhm nm c tm quan trng ca cc yu t tc ng n vic chn mua ca sinh vin, lm c s a ra nhn xt v nh gi. Cc d liu nh lng s p ng cc vn sau: - T l phn trm sinh vin , ang, s chn mua c ph take away. - Cc ca hiu c ph take away no sinh vin thng quan tm v la chn. - S ln dng c ph take away trong tun. - Mc gi sinh vin sn sng chi tr cho mt ly c ph take away. Mc hi lng ca sinh vin i vi cc yu t ( khc quan v ch quan) lin quan n c ph take away.

1.3.2. Mu nghin cu
Phm vi: Sinh vin thnh ph H Ch Minh Quy m: 176 ngi

Nam Nm 1 Nm 2 Nm 3 1.3.3. Phng php

Tng 25 120 25

Nghin cu ny s c chng ti thc hin vi k thut thu thp d liu, s liu s cp c tin hnh vi vic dng bng cu hi chnh thc (bng cu hi c hiu chnh vi cc phng n tr li phn nh tnh) phng vn trc tip cc i tng nghin cu ca ti. S liu thu thp c lm sch, tin hnh m ha v x l bng phn mm Excel, SPSS. Sau tin hnh phn tch cc ni dung ca nghin cu hnh vi.

10. Nhng gii hn, hn ch ca ti 10.1. Gii hn ca ti

Do thi gian gp rt, nn nghin cu ch c th c tin hnh v thu thp c 176 bn sinh vin ca cc trng i hc trn a bn TP.HCM, cho nn kt qu c th khng
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phn nh c y tt c cc yu t nh hng n hnh vi tiu dng ca sinh vin trn a bn thnh ph H Ch Minh, ti ch nu ra nhng kt qu c th nhn thy c trong phm vi nghin cu. Ngoi ra v c s l thuyt, m hnh phn tch ca nhm, phn ln da vo nhng nghin cu c thc hin trc y thu thp t th vin, mc d c iu chnh thng qua cc nghin cu nh tnh, nhng vn kh c th trnh c cc sai st do khc bit v chuyn mn. Nhm chung ti xin tip nhn mi kin ng gp c c hi, s hon thnh ti mt cch tt hn, y hn, ton vn hn.

10.2.

Hn ch v kin thc

Nhm chng ti l nhng sinh vin nm th 2, ln u tin hnh nghin cu marketing nn kh c th trnh khi nhng sai lm do thiu kin thc v kinh nghim. Vi s h tr nhit tnh ca thy Trn Tun Anh, chng ti phn no t tin tip tc thc hin ti ny. Vy, nhng hn ch, thiu st (nu c) trong ti nghin cu hon ton l do kin thc cha hon chnh cng nh thiu kinh nghim v nghin cu marketing ca nhm chng ti.

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CHNG 2: NI DUNG NGHIN CU

1. M t mu nghin cu
Trong qu trnh nhm chng ti thu thp d liu bng bng cu hi, theo phng php phng vn trc tip, s lng bng cu hi ca chng ti l 100, nhng ch c 88 bng hi l hp l, tc l tr li y cc cu hi v ph hp vi mc tiu nghin cu ca chng ti. Ngoi ra chng ti cn thu thp c 88 mu kho st trc tuyn hp l thng qua cng c google docs. Tng cng quy m mu l 176. Sau y l m t 1 s c trng ca mu:

1.1. Gii tnh

Gii tnh

42% 58%

Nam N

Biu 1.1: Biu th hin t l nam n trong mu c chn

Mc d trong qu trnh kho st chng ti c gng gi cho t l nam v n c cn bng nhng do phi loi mt s mu kho st trong qu trnh x l d liu nn t l nam n xut hin chnh lch. T l sinh vin Nam l 42% v sinh vin N l 58%.

1.2. Qu qun

Qu qun
Thnh ph H Ch Minh Khc

31.8%

68.2%

Biu 1.2: Biu th hin qu qun ca mu kho st

Chng ti gi nh sinh vin ti thnh ph H Ch Minh s c hnh vi la chn ca hng coffee Take-Away khc vi sinh vin ni khc, v th chng ti a bin qu qun vo kho st.
12

1.3. Nm hc

Nm hc
17.6% 14.2% Nm 1 Nm 2 Nm 3 68.2%

Biu 1.3: Biu th hin nm hc hin ti ca mu kho st

Chng ti gi nh rng sinh vin cc nm c xu hng la chn ca hng coffee khc nhau. T l sinh vin nm 2 s dng coffee chim t trong cao nht (68%), k sau l nm 3 (18%) v nm 1 (14%)

1.4. Chi tiu hng thng

Chi tiu hng thng

11.9% 19.3% 4% 26.1% Di 1 triu T 1 n 2 triu T 2 n 3 triu 38.6% T 3 n 5 triu Trn 5 triu

Biu 1.4: Biu th hin chi tiu ca mu nghin cu

Do i tng nghin cu l sinh vin nn chng ti a vo gi thuyt chi tiu hng thng ca sinh vin s nh hng n hnh vi chn ca hng coffee Take-Away ca sinh vin. Kt qu nghin cu cho thy phn ln sinh vin thuc mu nghin cu c chi tiu hng thng t 1 n 2 triu (38.6%), chi tiu di 1 triu l 26.1%. T l cc mc chi tiu khc thp hn vi 19.3% c mc chi tiu t 2 n 3 triu, 11.9% chi tiu t 3 n 5 triu. Mc chi tiu trn 5 triu chim t nht (4%)

13

1.5. Ca hng thng n

Ca hng thng n
18.4% Cua hang cao cap 59.9% 21.7% Cua hang trung cap Cua hang binh thuong

Biu 1.5: Biu th hin t l ca hng coffee Take-Away sinh vin thng n

Da theo kt qu nghin cu, chng ti thy rng 60% sinh vin i hc M thng n ca hng bnh thng, 22% sinh vin n ca hng coffee trung cp v ch c 18% sinh vin thng n ca hng cao cp.

1.6. Mc gi sn sng chi tr

Mc gi sn sng chi tr
5.1% 14.2% 18.8% 10000 - 20000 20000 - 35000 35000 - 50000 >50000 61.9%

Biu 1.6: Biu th hin mc gi sn sng chi tr khi mua coffee Take-Away ca sinh vin

Kt qu cho thy rng a s sinh vin sn sng chi tr cho mt sn phm Take -Away mc gi 20,000 n 35,000 (61,9%). Rt t sinh vin chp nhn chi tr vi mc gi trn 50,000 (5.1%)

2. Hnh vi s dng coffee Take-Away 2.1. Cch thc s dung coffee Take-Away

14

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

52.9%

62.9%
N Nam

47.1% 37.1%
Thng thc ti ch (49.4%) Mang i (50.6%)

Biu 2.1: Biu th hin s khc bit trong cch thc s dng coffee Take-Away theo gii tnh

C th thy c s khc nhau trong cch thc s dng ca sinh vin trong mu khng c s chnh lch cao vi thng thc ti ch chim 49.4% v mang di9 chim 50.6% Trong o, ta c th nhn thy rng khc bit trong cch thc s dng coffee vi hnh thc thng thc ti ch theo gii tnh ca sinh vin khng cao lm. Sinh vin nam chim 47.1%, sinh vin n chim 52.9%. i vi cch thc mang i, t l chnh lch trong gii tnh cao hn vi 37.1% sinh vin nam v 62.9% sinh vin n.

2.2. Thng ung coffee cng ai

S khc bit ngi i cng theo gii tnh
Nam 59.3% N

40.7%

36.4% 63.6% Ngi thn (6.3%) Bn b (82.4%)

55.6% 44.4% Mt mnh (10.2%)

50%

50%

Khc (1.1%)

Biu 2.2: Biu th hin s khc bit ngi di cng ca sinh vin theo gii tnh

Theo kt qu nghin cu, sinh vin hin nay c xu hng i ung coffee vi bn b rt cao, chim 82.4% mu nghin cu vi 40.7% sinh vien nam va 59.4% sinh vin n. Cc nhm khc c t l kh thp. i vi ngi thn chim 6.3%, mt mnh chim 10.2%, khc chim 1.1%.
15

2.3. Loi sn phm mua km khi mua coffee Take-Away

sn phm mua km
31% 39% Bnh Ko Qu lu nim Kem 26% 1% 3% Khng mua

Biu 2.3: Biu th hin sn phm mua km khi mua sn phm ti ca hng Take-Away

Da theo kt qu nghin cu, phn ln sinh vin n ca hng Take-Away mua bnh kem theo (39%), 31% sinh vin khng mua g v 26% sinh vin dng kem. Thp nht l qu lu nim (3%) v ko (1%).

2.4. Tn sut n ca hng coffee Take-Away trong 1 thng

Tn sut n ca hng
7.4% 5.1% Di 3 ln 22.7% 64.8% T 3 n 5 ln T 5 n 7 ln Trn 7 ln

Biu 1.5: Biu th hin tn sut n ca hng coffee Take-Away ca sinh vin

Theo kt qu nghin cu, t l sinh vin n ca hng coffee Take-Away c chnh lch kh cao. C 65% sinh vin n ca hng di 3 ln, 23% n t 3 n 5 ln. T 5 n 7 ln c 7% sinh vin v 5% sinh vin n ca hng 7 ln.

2.5. Mc gi sn sng chi tr theo chi tiu

Qua phn tch mi quan h tng quan s hi lng v nh quay tr li ca sinh vin giai on 1 cho thy Sig = 0.47 >0.05, kt lun phng sai 2 bin bng nhau. Giai on 2, Sig = 0 <0.05 nn ta bc b gi nh 2 bin ny c c lp vi nhau. Vy s hi lng v nh quay tr li ca hng ca sinh vin c mi tng quan vi nhau.
(tham kho bng 1)

2.6. S hi lng ca sinh vin v nh quay tr li ca hng

Qua phn tch mi quan h tng quan s hi lng v nh quay tr li ca sinh vin giai on 1 cho thy Sig = 0.114 >0.05, kt lun phng sai 2 bin bng nhau. Giai on 2, Sig = 0 <0.05 nn ta bc b gi nh 2 bin ny c c lp vi nhau. Vy s hi lng v nh quay tr li ca hng ca sinh vin c mi tng quan vi nhau.
(tham kho bng 2)
16

3. Cc nhn t nh hng n vic mua sm trc tuyn 3.1. M hnh v cc gi thuyt nghin cu

Cht lng sn phm Gi c

H1

H2

Cht lng phc v C s vt cht

H3 H4

S hi lng

H8

V tr ca hng Thng hiu

H5 H6

Tn sut n ca hng

H7

Phong cch sng

H1: Cht lng sn phm c mi tng quan dng vi s hi lng ca sinh vin. H2: Gi c c tng quan dng vi s hi lng ca sinh vin. H3: Cht lng phc v c tng quan dng vi s hi lng ca sinh vin. H4: C s vt cht c tng quan dng vi s hi lng ca sinh vin. H5: V tr ca hng c tng quan dng vi tn sut n ca hng. H6: Thng hiu c tng quan dng vi tn sut n ca hng. H7: Phong cch sng c tng quan dng n tn sut n ca hng. H8: S hi lng ca sinh vin c mi tng quan dng n tn sut n ca hng.

17

3.2. Thang o
Thang o c s dng l thang o Likert 5 im, vi

- Mc 1: hon ton khng ng , mc 5: hon ton ng (t cu 7 n cu 27) - Mc 1: hon ton khng hi lng, mc 5: hon ton hi lng (cu 28) - Mc 1: chc chn khng quay li, mc 5: chc chn quay li ( cu 29) - Mc 1: chc chn khng quay li, mc 5: chc chn quay li (cu 30)
Thang o theo m hnh sut 21 bin quan st, o lng 7 yu t nh hng n s hi lng v tn sut n ca hng ca sinh vin. T1: Phong cch sng T2: Cht lng sn phm T3: Gi c T4: Thng hiu T5: C s vt cht T6: Cht lng dch v T7: V tr ca hng

3.3. Kt qu phn tch nhn t 3.3.1. Cht lng sn phm v s hi lng

Gi thuyt H0: Khng c tng quan cht lng sn phm v s hi lng Kt qu kho st cho bit Sig = 0 < 0.05, h s tng quan R=0.461 cho thy cht lng sn phm c mi tng quan n s hi lng. Nn ta bc b gi thuyt H0: Khng c tng quan cht lng sn phm v s hi lng v chp nhn gi thuyt H1: Cht lng sn ph c mi tng quan dng vi s hi lng. R Square = 0.212. Cht lng sn phm gii thch c 22.1% nh hng tc ng n s hi lng.

3.3.2. Gi c v s hi lng
Gi thuyt H0: Khng c tng quan gi c v s hi lng Kt qu kho st cho bit Sig =0.5 >0.05, cho thy yu t gi c khng c mi tng quan n s hi lng. Nn ta chp nhn gi thuyt H0: Khng c tng quan gi c v s hi lng v bc b gi thuyt H2: Gi c c mi tng quan dng vi s hi lng.

3.3.3. Cht lng phc v v s hi lng

H0: Khng c tng quan gia cht lng phc v v s hi lng Kt qu kho st cho bit Sig = 0.67 >0.05, cho thy yu t cht lng phc v khng c mi tng quan n s hi lng. Nn ta chp nhn gi thuyt H0: Khng c
18

tng quan gia cht lng phc v v s hi lng v bc b gi thuyt H3: Cht lng phc v c mi tng quan vi s hi lng.

3.3.4. C s vt cht v s hi lng

H0: Khng c tng quan gia c s vt cht v s hi lng Kt qu nghin cu cho bit Sig = 0 <0.05, h s tng quan R=0.508, cho thy yu t c s vt cht c mi tng quan n s hi lng. Nn ta bc b gi thuyt H0: Khng c tng quan gia c s vt cht v s hi lng v chp nhn gi thuyt H4: C s vt cht c mi tng quan dng vi s hi lng. R Square =0.258. C s vt cht gii thch c 25.8% nh hng n s hi lng ca sinh vin

3.3.5. V tr ca hng v tn sut n ca hng

H0: Khng c tng quan gia v tr ca hng v tn sut n ca hng Kt qu nghin cu cho bit Sig = 0.324 >0.05,, cho thy yu t v tr ca hng khng c mi tng quan vi tn sut n ca hng. Nn ta chp nhn gi thuyt H0: Khng c tng quan gia v tr ca hng v tn sut n ca hng v bc b gi thuyt H5: V tr ca hng c mi tng quan dng vi tn sut n ca hng.

3.3.6. Thng hiu v tn sut n ca hng

H0: Khng c tng quan gia thng hiu v tn sut n ca hng. Kt qu nghin cu cho bit Sig = 0 <0.05, h s tng quan R= 0.312, cho thy yu t thng hiu c mi tng quan n tn sut n ca hng. Nn ta bc b gi thuyt H0: Khng c tng quan gia thng hiu v tn sut n ca hng v chp nhn gi thuyt H6: Thng hiu c mi tng quan dng vi Tn sut n ca hng. R Square =0.097. C s vt cht gii thch c 9.7% nh hng n tn sut n ca hng ca sinh vin.

3.3.7. Phong cch sng v tn sut n ca hng

H0: Khng c tng quan gia phong cch sng v tn sut n ca hng Kt qu nghin cu cho bit Sig = 0.752 > 0.05, cho thy yu t phong cch sng khng c mi tng quan vi tn sut n ca hng. Nn ta chp nhn gi thuyt H0: Khng c mi tng quan gia phong cch sng v tn sut n ca hng v bc b gi thuyt H7: Phong cch sng c tng quan dng n tn sut n ca hng.

3.3.8. S hi lng v tn sut n ca hng

H0: Khng c tng quan gia s hi lng v tn sut n ca hng Kt qu nghin cu cho bit Sig =0 <0.05, h s tng quan R=0.268, cho thy yu t s hi lng c mi tng quan vi tn sut n ca hng. Nn ta bc b gi
19

thuyt H0: Khng c tng quan gia s hi lng v tn sut n ca hng v chp nhn gi thuyt H8: S hi lng c tng quan dng n tn2 sut n ca hng R Square =0.072. S hi lng gii thch c 7.2% nh hng tc ng n tn sut n ca hng.

3.4. Phn tch hi quy Thng qua phn tch tng quan hi quy n gin ta nhn thy ch c 2 yu t c tnh tng quan dng vi s hi lng ca sinh vin: Cht lng sn phm, C s vt cht. C 2 yu t c tnh tng quan dng vi tn sut n ca hng: Thng hiu, S hi lng. Phng trnh th hin mc hi lng ca sinh vin theo cc yu t trn Y= 1.499 + 0.341*(Cht lng sn phm) + 0.206*(C s vt cht) Nh vy, nu mun ci thin mc hi lng ca sinh vin, nh cung cp cn ch n cc yu t cht lng sn phm v c s vt cht. Phng trnh th hin tn sut n ca hng theo cc yu t trn Y= -0.5 + 0.276*(S hi lng) + 0.179*(Thng hiu) Nh vy, nu mun tng tn sut n ca hng ca sinh vin, nh cung cp cn ch n cc yu t s hi lng v thng hiu. Tuy nhin, da theo s liu phn tch c th tng quan ca 2 yu t ny kh thp nn hiu qu ca s ci tin l kh thp.

20

PHN 3: KT LUN
Qua qu trnh nghin cu v xu hng la chn ca hng coffee Take-Away, chng ti thu thp c nhng c tnh c bn ca i tng ny nh gii tnh, qu qun, chi tiu, tn sut n ca hng, mc gi sn sng chi tr cho sn phm coffee Take-Away. Qua nghin cu xc nh c a s sinh vin c chi tiu hng thng ph bin mc t 1 n 2 triu (38.6%), mc gi sn sng chp nhn cho mua sm trc tuyn t 20,000 n 35,000 (61.9%), thng n ca hng bnh thng (59.9%). Sinh vin thng mua kem khi n ca hng (26%). Tn sut mua sm trc tuyn khng thng xuyn (64.8% n ca hng di 3 ln trong 1 thng qua). Bn cnh nghin cu cn pht hin c 2 trn 4 yu t c tc ng kh ln vi s hi lng ca sinh vin l cht lng sn phm v c s vt cht. C 2 yu t tc ng nhng tng quan kh yu vi tn sut n ca hng ca sinh vin l s hi lng v thng hiu. T nhng kt lun trn, chng ti thy rng th trng ca hng coffee Take-Away dnh cho gii tr ni chung v sinh vin ni ring v ang c tim nng kh cao cc doanh nghip khai thc. c th chinh phc c i tng ny, cc doanh nghip bn l cn p ng tt cc nhu cu ca sinh vin vi mc gi ph hp, mc gi m sinh vin sn sng chi tr cho cc hot ng mua sm trc tuyn. Ngoi ra cht lng sn phm cn phi c m bo, c s vt cht cn c nng cp gia tng nim tin v mc hi lng ca sinh vin vi cc ca hng coffee TakeAway. Nh vy, thc y hnh vi s dng sn phm coffee Take-Away ca sinh vin, u t vo c s vt cht, cht lng sn phm v nh mnh vo yu t phong cch sng ca sinh vin l nhng yu t ng quan tm. Vi trnh hc vn, hiu bit ca sinh vin ngy cng pht trin, sinh vin ngy cng tr nn kh tnh hn khi la chn ca hng. y l mt thch thc ln nhng ng thi cng l mt c hi ln, l mt mnh t mu m cc doanh nghip khai thc v pht trin th trng coffee Take-Away.

21

PH LC
Bng 1
Levene's Test for Equality of Variances X3 -- Muc gia san sang chi tra cho 1 ly cafe F Sig. t-test for Equality of Means Sig. (2-tailed)

95% Confidence Interval of the difference Lower Upper -.94648 -.97351 -.32888 -.30185

Equal variances assumed Equal variances not assumed

.528

.470

.000 .000

Bng 2
Levene's Test for Equality of Variances X28 -- Muc do thoa man doi voi cua hang Take-Away Coffee ua thich F Sig. t-test for Equality of Means Sig. (2-tailed)

95% Confidence Interval of the difference Lower Upper -3.07159 -2.2978 -1.15483 -1.92862

Equal variances assumed Equal variances not assumed

2.582

.114

.000 .000

22

Bng 3: Hi quy bi cc yu t nh hng n s hi lng

ANOVA
Model 1 Regression Residual Total 2 Regression Residual Total Sum of Squares 18.950 70.271 89.222 23.030 66.192 89.222 df

Mean Square 1 174 175 2 173 175 11.515 .383 18.950 .404

F 46.923

Sig. .000
a

30.096

.000

a. Predictors: (Constant), T2 -- Nhan to Chat luong san pham b. Predictors: (Constant), T2 -- Nhan to Chat luong san pham, T5 -- Nhan to Co so vat chat c. Dependent Variable: X28 -- Muc do thoa man doi voi cua hang Take-Away Coffee ua thich

Coefficients

Standardized Unstandardized Coefficients Model 1 (Constant) T2 -- Nhan to Chat luong san pham 2 (Constant) T2 -- Nhan to Chat luong san pham T5 -- Nhan to Co so vat chat .206 .063 .242 3.265 .001 1.499 .341 .284 .073 .347 5.285 4.688 .000 .000 B 1.828 .453 Std. Error .272 .066 .461 Coefficients Beta t 6.710 6.850 Sig. .000 .000

a. Dependent Variable: X28 -- Muc do thoa man doi voi cua hang Take-Away Coffee ua thich
c

Excluded Variables

Collinearity Partial Model 1 T3 -- Nhan to Gia ca T6 -- Nhan to Phuc vu T5 -- Nhan to Co so vat chat 2 T3 -- Nhan to Gia ca T6 -- Nhan to Phuc vu Beta In .154 .180 .242 .045 .039
a a a b b

Statistics Tolerance .732 .670 .781 .565 .438

t 1.975 2.208 3.265 .514 .396

Sig. .050 .029 .001 .608 .693

Correlation .149 .166 .241 .039 .030

a. Predictors in the Model: (Constant), T2 -- Nhan to Chat luong san pham b. Predictors in the Model: (Constant), T2 -- Nhan to Chat luong san pham, T5 -- Nhan to Co so vat chat c. Dependent Variable: X28 -- Muc do thoa man doi voi cua hang Take-Away Coffee ua thich

23

Bng 4: Hi quy bi cc yu t tc ng n tn sut n ca hng

ANOVA Sum of Model 1 Regression Residual Total 2 Regression Residual Total Squares 8.898 114.960 123.858 12.027 111.831 123.858 df

Mean Square 1 174 175 2 173 175 6.013 .646 8.898 .661

F 13.468

Sig. .000
a

9.303

.000

a. Predictors: (Constant), X28 -- Muc do thoa man doi voi cua hang Take-Away Coffee ua thich b. Predictors: (Constant), X28 -- Muc do thoa man doi voi cua hang Take-Away Coffee ua thich, T4 -- Nhan to Thuong hieu c. Dependent Variable: X1 -- So lan den cua hang cafe Tak-Away trong thang

Coefficients

Standardized Unstandardized Coefficients Model 1 (Constant) X28 -- Muc do thoa man doi voi cua hang TakeAway Coffee ua thich 2 (Constant) X28 -- Muc do thoa man doi voi cua hang TakeAway Coffee ua thich T4 -- Nhan to Thuong hieu .179 .081 .163 2.200 .029 -.050 .276 .371 .087 .234 -.134 3.166 .894 .002 B .371 .316 Std. Error .321 .086 .268 Coefficients Beta t 1.155 3.670 Sig. .250 .000

a. Dependent Variable: X1 -- So lan den cua hang cafe Tak-Away trong thang

24

Excluded Variables

Collinearity Partial Model 1 T7 -- Nhan to Vi tri T4 -- Nhan to Thuong hieu T1 -- Nhan to Phong cach song 2 T7 -- Nhan to Vi tri T1 -- Nhan to Phong cach song a. Predictors in the Model: (Constant), X28 -- Muc do thoa man doi voi cua hang Take-Away Coffee ua thich b. Predictors in the Model: (Constant), X28 -- Muc do thoa man doi voi cua hang Take-Away Coffee ua thich, T4 -Nhan to Thuong hieu c. Dependent Variable: X1 -- So lan den cua hang cafe Tak-Away trong thang .011 -.037
b b

Statistics Tolerance .908 .956 .850

Beta In .076 .163 .025

a a a

t .990 2.200 .317

Sig. .324 .029 .752

Correlation .075 .165 .024

.137 -.441

.891 .659

.010 -.034

.764 .754

25

BNG CU HI KHO ST - NGHIN CU XU HNG LA CHN CA HNG CAFE TAKE-AWAY CA SINH VIN TP.HCM
Xin cho bn, chng ti l sinh vin khoa c bit, trng i hc M Tp.HCM. Chng ti ang thc hin mt nghin cu v Xu hng la chn ca hng cafe Take-Away ( cafe mang i) ca sinh vin thnh ph H Ch Minh. Xin bn vui lng dnh cht thi gian cho cuc phng vn. Xin chn thnh cm n. Bn c tng ung cafe khng? C Khng Bn c tng s dng sn phm Take-Away Cafe (cafe mang i) khng? C Khng

Xu hng la chn ca hng cafe Take-Away ca sinh vin Tp.HCM

Phn 1: Hin trng s dng cafe loi hnh Take Away Cafe hin nay?
1. Bn thng n ca hng cafe Take-Away bao nhiu ln trong thng?

Di 3 ln T 3 n 5 ln T 5 n 7 ln Trn 7 ln 2. Bn thng ung cafe ca hngno? ( c th chn nhiu p n)

Ca hng cao cp (Gloria Jean, NYDC, Coffee Bean and The Tea Leaf) Ca hng trung cp (Angel-In-Us, Highland,) Ca hng bnh thng (Effoc, Passio, Urban Station,) 3. Mc gi bn sn sng chi cho mt ly cafe l:

10.000 - 20.000 20.000 - 35.000 35.000 - 50.000 Trn 50.000 4. Cch thc s dng coffee Take-Away?

Thng thcti ch Mang i

5. Bn thng i ung cafe vi ai?

26

Ngi thn Bn b Mt mnh khc:..

6. Loi sn phm bn s mua km khi mua cafe Take-Away (nu c) ( c th chn nhiu p n)

Bnh Ko Qu lu nim Kem Khng mua Xin vui lng dng im th hin mc nh gi ca bn trong mi cu. ( Mi cu vui lng cho 1 nh
gi)

Phn 2: Phong cch sng

1: Hon ton khng ng 5: Hon ton ng

7. Bn l ngi thch tri nghim sn phm mi l v khc bit. 8. Bn thch ung cafe 9. Bn t tin v bn thn mnh. 10. Bn thng b tc ng bi kin ca ngi khc 11. Bn thch ra ngoi giao tip vi mi ngi 12. Bn l ngi bn rn

1 1 1 1 1 1

2 2 2 2 2 2

3 3 3 3 3 3

4 4 4 4 4 4

5 5 5 5 5 5

Phn 3: Cc yu t tc ng n vic la chn ca hng cafe Take-Away

1: Hon ton khng ng 5: Hon ton ng Cu 1: Yu t cht lng sn phm

13.Cafe c hng v m 14. m bo v sinh an ton ca sn phm

Cu 2: Yu t gi c

1 1

2 2

3 3

4 4

5 5

15. C gi c hp l 16. C nhiu khuyn mi

Cu 3: Yu t Thng hiu

1 1

2 2

3 3

4 4

5 5

17. Thng hiu ni ting 18. Gip bn th hin c bn thn

Cu 4: Yu t c s vt cht 27

1 1

2 2

3 3

4 4

5 5

19. C thc n a dng, phong ph 20. Ca hng trang tr p mt 21. C c s vt cht tt 22. Ca hng khu vc ch rng ri, thoi mi 23. Kiu dng ly cafe bt mt
Cu 5: Yu t phc v

1 1 1 1 1

2 2 2 2 2

3 3 3 3 3

4 4 4 4 4

5 5 5 5 5

24. Phc v cafe nhanh 25. C nhn vin thn thin 26. C dch v giao hng tn ni
Cu 6: Yu t v tr

1 1 1

2 2 2

3 3 3

4 4 4

5 5 5

27. V tr ca hng thun tin

Phn 4: o lng mi quan h

1: Hon ton khng tha mn 5: Hon ton tha mn 1 2 3 4 5 1: khng quay li 5: quay li 1 2 3 4

28. Bn tha mn ti mc no i vi ca hng cafe Take-Away a thch?

29. Bn c nh quay tr li ca hng cafe Take-Away a thch khng?

30. Bn s gii thiu vi bn b, ngi thn v ca hng cafe Take-Away a thch

1: chc chn khng gii thiu 5: chc chn gii thiu 1 2 3 4 5

Phn 5: Cu hi phn loi

31. Gii tnh Nam N 32. Qu qun Thnh ph H Ch Minh Khc

33. Bn ang hc nm my? 1. Nm 1

28

 Nm 2 3. Nm 3 4. Nm 4
2.

34. Chi tiu hng thng ca bn? Di 1 triu T 1 n 2 triu T 2 n 3 triu T 3 n 5 triu Trn 5 triu

XIN CM N

29