Thuan 4085491

TR NG
I H C C N TH
KHOA KINH T - QU N TR KINH DOANH
-------- --------
LU N VN T T NGHI P
NH GI S HI LNG C A KHCH HNG KHI MUA S M T I CC SIU TH TP. C N TH
Gio vin h ng d n L TR N THIN
Sinh vin th c hi n LM PH C THU N MSSV: 4085491 L p: Ngo i Thng 2 Kha: 34
C n Th 12/ 2011
nh gi s hi lng c a khch hng khi mua s m t i cc siu th
TP C n Th
L IC MT Sau qu trnh h c t p v rn luy n d i mi tr ng gian th c hi n nghi p c a mnh. i h c C n Th v th i ti nghin c u t i TP C n Th, em hon thnh lu n vn t t ti ny c hon thnh l nh s n l c c a b n thn, s c a b n b v c bi t l s gip c a qu
ng vin c a gia nh, s gip c m n n:
th y c Khoa Kinh T - Qu n Tr Kinh Doanh. V v y, em xin chn thnh g i l i Qu th y c Khoa Kinh T - Qu n Tr Kinh Doanh tr ng Th t n tm gi ng d y v truy n su t th i gian h c t p t i tr ng. C L Tr n Thin l gi ng vin nhi t tnh h ng d n em trong su t th i gian th c hi n ti. ng vin gip ti v ki n Cha m , nh ng ng i thn v b n b lun ng h , trong su t qu trnh h c t p cng nh th c hi n lu n vn. M c d c nhi u c g ng nhng do th i gian th c hi n c gp lu n vn c a em hon thi n hn. Em xin chn thnh c m n! Ngy thng nm 2011 Sinh vin th c hi n Lm Ph c Thu n th c cn h n ch nn khng th trnh kh i nh ng thi u st. R t mong qu th y iH cC n
t nh ng ki n th c qu bu cho em trong
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L I CAM OAN Ti xin cam oan r ng k t qu phn tch trong nghin c u khoa h c no. t i ny do chnh ti th c hi n, cc s li u thu th p v ti l trung th c, ti khng trng v i b t k ti
Ngy thng nm 2011 Sinh vin th c hi n Lm Ph c Thu n
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NH N XT C A GIO VIN H

H v tn ng i h ng d n: L Tr n Thin
NG D N
H c v : ............................................................................................................... Chuyn ngnh: Kinh T Ngo i Thng C quan cng tc: Tr ng M s sinh vin: 4085491 Chuyn ngnh: Kinh t ngo i thng Tn th ti: nh gi s hi lng c a khch hng khi mua s m t i cc siu TP C n Th I H C C N TH Tn h c vin: Lm Ph c Thu n
N I DUNG NH N XT
1. Tnh ph h p c a ti v i chuyn ngnh o t o ............................................................................................................................. ............................................................................................................................. ............................................................................................................................. ............................................................................................................................. 2. V hnh th c ............................................................................................................................. ............................................................................................................................. ............................................................................................................................. ............................................................................................................................. 3. ngha khoa h c, th c ti n v tnh c p thi t c a ti ............................................................................................................................. ............................................................................................................................. ............................................................................................................................. ............................................................................................................................. 4. tin c y c a s li u v tnh hi n i c a lu n vn .............................................................................................................................
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............................................................................................................................. ........................................................................................................................... 5. N i dung v cc k t qu t c
............................................................................................................................. ............................................................................................................................. ............................................................................................................................. ............................................................................................................................. 6. Cc nh n xt khc ............................................................................................................................. ............................................................................................................................. ............................................................................................................................. ............................................................................................................................. 7. K t lu n ............................................................................................................................. ............................................................................................................................. ............................................................................................................................. ............................................................................................................................. C n Th, ngy.....thng......nm 2011 Gio vin h ng d n
L Tr n Thin
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NH N XT C A GIO VIN PH N BI N
____________________________________________________ . Ngy..thngnm 2011 Gio vin ph n bi n
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M CL C
Trang CHNG 1 GI I THI U ..................................................................................................1 1.1. TV N NGHIN C U .............................................................1 1.2. M C TIU NGHIN C U ..................................................................2 1.2.1. M c tiu chung ................................................................................2 1.2.2. M c tiu c th ................................................................................2 1.3. PH M VI NGHIN C U ....................................................................2 1.3.1. Ph m v th i gian ..........................................................................2 1.3.2. Ph m vi khng gian .........................................................................2 1.3.3. i t ng nghin c u ......................................................................2 n c ngoi..........................................................2 1.4. L C KH O TI LI U......................................................................2 1.4.1. Cc nghin c u CHNG 2 C S L THUY T ....................................................................................8 2.1. GI I THI U V LO I HNH KINH DOANH SIU TH ....................8 2.1.1. Khi ni m ........................................................................................8 2.1.2. Cc lo i hnh siu th .......................................................................8 2.1.3. c trng c a siu th ......................................................................9 HI LNG C A KHCH HNG ..................10 ng n s hi lng c a khch hng ......................11 HI LNG C A KHCH HNG.... 2.2. L THUY T V S 2.2.2. Cc y u t tc 1.4.2. Cc nghin c u trong n c .............................................................4
2.2.1. Khi ni m ......................................................................................10 2.3. CC M HNH NH GI S
.................................................................................................................15 2.3.1. M hnh SERVQUAL (Service Quality)....................................... 15 2.3.2. M hnh SERVPERF (Service Performance) ................................ 18 2.3.3. M hnh ch s hi lng c a khch hng (CSI model) ................... 19 2.4. M HNH NGHIN C U L THUY T........................................... 20
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CHNG 3 PHNG PHP NGHIN C U................................................................ 22 3.1. QUY TRNH NGHIN C U............................................................. 22 3.1.1. Nghin c u 3.1.2. Nghin c u nh tnh .................................................................... 22 nh l ng ................................................................. 23
3.2. NGU N THNG TIN ....................................................................... 25 3.3. THI T K M U V PHNG PHP CH N M U ....................... 27 3.3.1. Phng php ch n m u................................................................. 27 3.3.2. Thi t k m u ................................................................................. 27 3.4. I U CH NH M HNH NGHIN C U.......................................... 27 3.5. XY D NG THANG O ................................................................. 29 3.5.1. Thang o y u t Ch t l ng hng ha........................................... 29 3.5.2. Thang o y u t Thi ph c v c a nhn vin ........................... 30 3.5.3. Thang o y u t C s v t ch t..................................................... 30 3.5.4. Thang o y u t Gi c ................................................................. 31 3.5.5. Thang o y u t Chng trnh khuy n m i ................................... 31 3.5.6. Thang o y u t D ch v h tr ..................................................... 31 3.5.7. Thang o y u t S hi lng c a khch hng ................................ 32 CHNG 4 PHN TCH K T QU NGHIN C U ...................................................33 4.1. S L C V TH TR NG TP C N TH ....................................33 4.1.1. Tnh hnh kinh t x h i c a TP C n Th...................................33 4.1.2. Th c tr ng pht tri n c a h th ng siu th 4.2. NH GI M C 4.2.1. Thng tin v 4.2.2. nh gi m c QUAN MUA S M T I CC SIU TH TP.C n Th..............36 HI LNG C A KHCH HNG KHI THAM TP C N TH............................42 i t ng nghin c u ................................................42 hi lng c a khch hng ......................................45
4.2.3. Phn tch d li u nghin c u...........................................................48 4.2.4. Ph n ng c a khch hng trong tr ng h p khng hi lng khi mua s m cc siu th t i TP C n Th ..................................................................57
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CHNG 5 GI I PHP NNG CAO S S M T I CC SIU TH 5.1. C S 5.1.1. M c HI LNG C A KHCH HNG KHI MUA TP C N TH ..............................................61 TP
XU T GI I PHP ..........................................................61 hi lng c a khch hng khi mua s m t i cc siu th
C n Th. ........................................................................................................61 5.1.2. ki n c a khch hng. .................................................................61 5.2. M T S GI I PHP NNG CAO S HNG KHI MUA S M T I CC SIU TH CHNG 6 KI T LU N V KI N NGH .................................................................... 66 6.1. K T LU N .......................................................................................66 6.2. KI N NGH .......................................................................................66 TI LI U THAM KH O............................................................................68 PH L C 1: B NG CU H I PH NG V N...........................................70 PH L C 2: KI M NH THANG O.....................................................76 PH L C 3: PHN TCH NHN T ........................................................77 PH L C 4: H I QUY A BI N ..............................................................82 HI LNG C A KHCH TP C N TH.................... 62
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DANH M C B NG Trang B ng 2.1: Tiu chu n x p h ng siu th ............................................................9 B ng 2.2: Th ng k cc y u t tc ng n s hi lng c a khch hng..........15 B ng 2.3: Thang o SERVQUAL ....................................................................17 B ng 3.1: Thang o Ch t l ng hng ha.........................................................30 B ng 3.2: Thang o Thi ph c v nhn vin................................................30 B ng 3.3: Thang o C s v t ch t...................................................................31 B ng 3.4: Thang o Gi c ...............................................................................31 B ng 3.5: Thang o Chng trnh khuy n m i .................................................31 B ng 3.6: Thang o D ch v h tr ..................................................................31 B ng 3.7: Thang o S hi lng c a khch hng ..............................................32 B ng 4.1: Thu nh p bnh qun u ng i trn a bn TP C n Th trong giai a bn TP C n Th hi n o n 2005 2010 .............................................................................................34 B ng 4.2: S l ng siu th kinh doanh t ng h p trn B ng 4.3: Tnh hnh kinh doanh c a cc siu th B ng 4.4: C c u m u i u tra v nay ...................................................................................................................38 TP C n Th........................40 tu i theo t ng nhm gi i tnh..................43 n s hi lng c a khch hng
B ng 4.5: Tnh tr ng hn nhn v thu nh p gia nh c a khch hng................43 B ng 4.6: K t qu th ng k cc bi n nh h ng khi mua s m t i cc siu th ..............................................................................46 B ng 4.7: K t qu th ng k cc bi n c a y u t s hi lng c a khch hng ....47 B ng 4.8: K t qu ki m B ng 4.9: K t qu ki m B ng 4.10: Ki m nh cc thang o........................................................49 nh thang o S hi lng c a khch hng..................50 nh h ng t i s hi
nh KMO v Bartlett c a cc nhn t
lng c a khch hng.........................................................................................50 B ng 4.11: Ma tr n nhn t sau khi xoay..........................................................51 B ng 4.12: Di n gi i cc nhn t mua s m t i cc siu th B ng 4.13: Ki m khi mua s m nh h ng t i s hi lng c a khch hng khi TP C n Th.............................................................52
nh KMO v Bartlett c a thang o S hi lng c a khch hng
cc siu th t i TP C n Th.......................................................52
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B ng 4.14: H s t i nhn t c a cc bi n o l ng s hi lng c a khch hng .........................................................................................................................53 B ng 4.15: Cc bi n c l p a vo phn tch h i quy....................................53 hi lng v kh nng quay l i siu th c a B ng 4.16: K t qu hm h i quy a bi n ..........................................................54 B ng 4.17: M i quan h gi a m c khch hng .......................................................................................................59
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DANH M C HNH Trang Hnh 2.1: M i quan h gi a ch t l ng d ch v v s hi lng c a khch hng . .........................................................................................................................12 Hnh 2.2: M hnh ch s hi lng khch hng c a M .....................................19 Hnh 2.3: M hnh ch s hi lng khch hng c a cc qu c gia EU.................20 Hnh 2.4: M hnh nghin c u l thuy t ...........................................................21 Hnh 3.1: Quy trnh nghin c u ........................................................................23 Hnh 3.2: M hnh nghin c u..........................................................................29 Hnh 4.1: Trnh Hnh 4.3: M c Hnh 4.4: Bi u s m t i cc siu th vn ha c a i t ng nghin c u ......................................44 TP Hnh 4.2: Ngh nghi p c a i t ng nghin c u.............................................44
hi lng c a khch hng khi mua s m t i cc siu th
C n Th ...........................................................................................................48 t n su t c a ph n d chu n ha............................................56 TP C n Th ....................................................................57 Hnh 4.5: Ph n ng c a khch hng trong tr ng h p khng hi lng khi mua Hnh 4.6: Kh nng quay l i siu th v gi i thi u siu th v i ng i khc c a khch hng .......................................................................................................58 Hnh 5.1: ki n c a khch hng v s c n thi t c i ti n cc y u t c a siu th .........................................................................................................................61
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DANH SCH CC T
Ti ng Vi t CLHH: CSVC: CTKM: BSCL: DT : DTKD: DTXD: DVHT: GC: KCN: KDC: NXB: SGC: SHL: T NV: TMDV: TNHH: TPCT: Ti ng Anh ACSI: CSI: ECSI: EFA: GDP: ISO: KMO: SEM: SERVPERF: Ch t l ng hng ha C s v t ch t Chng trnh khuy n mi ng b ng sng c u long Di n tch t Di n tch kinh doanh Di n tch xy d ng D ch v h tr Gi c Khu cng nghi p Khu dn c Nh xu t b n Si Gn Coopmart S hi lng Thi nhn vin Thng m i d ch v Trch nhi m h u h n Thnh ph C n Th
VI T T T
American Customer Satisfaction Index (M hnh ch s hi lng c a M Customer Satisfaction Index (Ch s hi lng khch hng) European Customer Satisfaction Index (M hnh ch s hi lng c a Lin minh Chu u) Exploratory Factor Analysis (Phn tch nhn t ) Gross domestic product (T ng s n ph m qu c n i) International Organization for Standardization (T ch c tiu chu n ha qu c t ) Kaiser-Meyer-Olkin Search Engine Marketing (M hnh c u trc tuy n tnh) Service performance
SERVQUAL: Service quality
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CHNG 1 GI I THI U 1.1. TV N NGHIN C U u c a b t c m t doanh i u ng trong b t c lnh v c kinh doanh c a n n kinh t S hi lng c a khch hng lun l m c tiu hng nghi p no ho t mu n t t i. B i theo quan ni m marketing hi n
i th khch hng l th ng
v d ch v mua s m mu n c a khch hng nh n nhi u gc .
cc siu th t ng h p cng khng ngo i l . X h i
ngy cng pht tri n m nh m v v y nh ng yu c u cng nh nh ng mong i v i cc siu th cng ngy cng nng cao v c nhn c hnh thnh kh mu n so v i cc n c trn th Vi t Nam ra i t i TP H Ch Minh trong giai o n
Vi t Nam cc siu th gi i (cc siu th 1993 1994, mi nng cao u tin
n giai o n 1995 1997 m i m r ng ra cc thnh ph l n n h t nm
trn c n c). Tuy nhin quy m, ch t l ng cc siu th th ngy cng c p ng nhu c u ngy cng cao c a khch hng. Tnh 2010 c n c c 571 siu th kinh doanh t ng h p, chuyn doanh v h u h t cc siu th ny t p trung cc khu th , cc thnh ph hay th x c a cc t nh v u tin ra i TP a ch mua s m tin c y cho cc t ng l p ng i dn TP C n Th cng khng ngo i l . Ngay t khi cc siu th C n Th, chng tr thnh l ng d ch v nhin khi thi siu th thi t. c p cn r t nhi u v n nh ng tc ng nh t
ni y. Theo th i gian cc siu th ny khng ng ng c i thi n v nng cao ch t p ng c cc nhu c u ngy cng cao c a khch hng. Tuy n s hi lng c a khch hng i v i cc siu th ny th v n n i u c m chng ta ph i quan tm. T ch t l ng hng ha, nh
ph c v c a nhn vin, hay chng trnh khuy n miT t c
n s hi lng c a khch hng khi mua s m t i cc TP C n Th l m t vi c lm v cng c n ti nh gi s hi lng c a khch hng TP C n Th c m t ci nhn khch quan, i v i cc siu th TP C n Th
TP C n Th. V v y vi c nh gi, o l ng s hi lng c a khch l l do khi n ti ch n
hng khi mua s m t i cc siu th khi mua s m t i cc siu th khoa h c v m c v d a trn c s y
hi lng c a khch hng
ra nh ng gi i php nh m nng cao ch t l ng cc siu th
p ng nhu c u ngy cng cao c a khch hng.

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1.2. M C TIU NGHIN C U 1.2.1. M c tiu chung nh gi s hi lng c a khch hng khi mua s m t i cc siu th Th. Qua ra nh ng gi i php lng c a khch hng TP C n cc siu th s nng cao hn n a s hi
i v i siu th v thu ht c ngy cng nhi u khch hng
n tham quan mua s m t i siu th . 1.2.2. M c tiu c th - M c tiu 1: Phn tch tnh hnh pht tri n c a h th ng siu th trn TP C n Th trong th i gian qua. - M c tiu 2: Xc - M c tiu 3: th TP.C n Th. - M c tiu 4: i v i cc siu th xu t m t s gi i php nng cao s hi lng c a khch hng TP.C n Th. nh cc y u t tc TP.C n Th. ng n s hi lng c a khch hng khi mua s m t i cc siu th a bn
nh gi s hi lng c a khch hng khi mua s m t i cc siu
1.3. PH M VI NGHIN C U 1.3.1. Ph m vi th i gian ti c th c hi n trong kho ng th i gian t thng 8 nm 2011 12 nm 2011. 1.3.2. Ph m vi khng gian ti t p trung nghin c u trong ph m vi th tr ng TP C n Th. Cc siu th c nghin c u l cc siu th kinh doanh t ng h p g m Coopmart, ti khng c p n cc siu th chuyn doanh i kinh doanh Maximark, Vinatex, Metro. n thng
(Theo quy ch siu th , Trung tm thng m i c a B Cng Thng ban hnh ngy 24 thng 9 nm 2004: Siu th l lo i hnh c a hng hi n t ng h p ho c chuyn doanh). 1.3.3. th h i i t ng nghin c u ng n s hi lng c a khch hng khi mua s m t i cc siu TP C n Th. Cc y u t tc
TP C n Th. Nghin c u ti n hnh ph ng v n tr c ti p thng qua b ng cu i v i nh ng khch hng t ng mua s m t i cc siu th 1.4.1. Cc nghin c u n c ngoi
1.4. L C KH O TI LI U
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1.4.1.1. Binta Abubakar, Customer satisfaction with supermarket retail shopping, Swinburne University of Technology - M c tiu nghin c u: nghin c u c thi t k lng c a khch hng l mi tr ng ph m cung c p, s ti p c n. - Phng php nghin c u: C m u s d ng c l 800 v i t l khng hi lng d ng gi m c ng p ng l 75%. T t c cc cu h i d a trn thang i m Likert 10, t 1 = hon ton n 10 = hon ton hi lng. Phn tch nhn t (EFA) c s ng n s hi lng c a khch hng. Nh ng rt ra cc nhn t c tc hi lng h i v i cc siu th t i c. Cc y u t siu th , s thn thi n c a i u tra m c hi c a ra xem xt
i ng nhn vin, ch ng lo i th c
a d ng v hng ha, gi c , th t c thanh ton v kh nng
p vin c yu c u cho i m t m quan tr ng c a cc nhn t v sau nh i v i cc nh bn l . a ra kh o st v t m quan tr ng tc c - K t qu : Trong s cc nhn t
n s hi lng c a khch hng th y u t danh ti ng c a nh bn l
cho l quan tr ng nh t, bao g m danh ti ng c a nh bn l , danh ti ng v ch t l ng v v sinh an ton th c ph m. Bn c nh , k t qu kh o st s hi lng c a khch hng cho th y khch hng hi lng nh t khch hng t t c th l m t ti n quan tr ng i v i ch t l ng d ch v v t o c lng trung thnh ni kh nng ti p c n v i cc nh bn l . K t qu nghin c u cng cho th y d ch v khch hng v duy tr kh nng quay tr l i c a khch hng. 1.4.1.2. Dirk Dusharme, Retailer Customer Satisfaction Survey, Quality Digest 5/2007. - M c tiu nghin c u: m c tiu c a cu c i u tra l nh m xc nh ng y u t nh h ng n s hi lng c a khch hng trong lnh v c bn l . nh
- Phng php nghin c u: Cu c i u tra th c hi n kh o st thng qua trang Survey Gold t Golden Hills Software Inc. C kho ng 4.200 ng i tr l i. Tuy nhin, ch c nh ng c a hng c hn 30 ng i nh gi (38 c a hng) m i c a vo phn tch. Nh ng d li u c b n c phn tch b i Quality Digest, vi c phn tch su hn c th c hi n b i Tom Pyzdek v i phng php h i quy, m hnh c u trc tuy n tnh SEM... M t thnh vin c a h th ng ch s
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hi lng c a khch hng c a M (ACSI) cung c p ci nhn su s c v cch qu n l ACSI. - K t qu : k t qu c a cu c kh o st ch ra nh ng y u t sau y c nh h ng n s hi lng c a khch hng i v i cc nh bn l : gi c , thi ph c v c a nhn vin, ch t l ng c a hng ha bn ra, chnh sch tr hng, c a hng c s ch s v vi c tm ki m hng ha c d dng khng. Trong , nh ng khch hng nh gi y u t thi ph c v c a nhn vin v gi c c t m quan c c p y tr ng hn so v i cc y u t khc. Tuy nhin, y u t gi c
khng ch l gi c a hng ha m gi c xem xt trong m i lin quan ch t ch v i ch t l ng c a hng ha, ngha l khch hng mu n chi ph h b ra ph i tng x ng v i nh ng g m h nh n c. 1.4.1.3. Poornima Pugazhenthi, Factors Influencing Customer Loyalty and Choice of Retailer While Buying Fast Moving Consumer Goods, School of Management Blekinge Institute of Technology, Masters Thesis 2010 in Business Administration - M c tiu: m c h ng n s ch chnh c a nghin c u ny l tm cc y u t nh l a ch n c a hng bn l c a khch hng khi mua hng tiu i th p.
dng nhanh. Hng tiu dng nhanh l th c ph m v phi th c ph m tiu dng hng ngy, c bn m t cch nhanh chng v c gi tng nh c khi l a ch n m t c a hng bn l c xc - Phng php nghin c u: Cc y u t m m t khch hng s cn nh v x p h ng d a vo s tr c l i c a cc khch hng trong ph ng v n s b . M t danh sch cc y u t m t cch khch quan. Khch hng s cho i m v m c nhn t tc ng quan tr ng v (10): r t quan tr ng. - K t qu nghin c u: cc y u t l ng s n ph m, khng kh nh h ng n s l a ch n c a hng bn l c a khch hng khi mua hng tiu dng nhanh bao g m cc y u t : gi c , ch t c a hng, ch u xe, thanh ton nhanh chng, d ch v khch hng, v tr c a hng, khuy n mi. 1.4.2. Cc nghin c u trong n c
trnh by s n v cc khch hng c yu c u t do by t quan i m c a mnh quan tr ng c a cc n hnh vi c a h trn thang i m 10, v i (1): hon ton khng
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1.4.2.1. Nguy n Th Mai Trang, Ch t l ng d ch v , s th a mn v lng trung thnh c a khch hng siu th t i TP.HCM, T p ch pht tri n KH&CN, t p 9, s 10/2006. - M c tiu: nghin c u nh m m c tiu khm ph, i u ch nh, b sung m hnh cc thnh ph n c a ch t l ng d ch v siu th v thang l ng chng, tr ng h p t i TP.HCM. ng th i, nghin c u cng xem xt m i quan h gi a i v i siu th . ch t l ng d ch v v i c m nh n c a khch hng v gi c hng ha by bn trong siu th v lng trung thnh c a khch hng - Phng php nghin c u: + Thang o: nghin c u ny s d ng thang o ch t l ng d ch v bn l (Dabholka &ctg, 1996), Nam. K t qu nghin c u ng th i tc gi th c hi n nghin c u nh tnh i u ch nh, v b sung cc thnh ph n c a ch t l ng d ch v siu th t i Vi t nh tnh cho th y ch t l ng d ch v siu th l khi ni m a h ng bao g m nm thnh ph n, l (1) tnh a d ng c a hng ha, (2) kh nng ph c v c a nhn vin, (3) cch th c trng by trong siu th , (4) m t b ng siu th v (5) an ton trong siu th . + M u: Nghin c u ny s d ng k thu t ph ng v n tr c ti p b ng b ng cu h i chi ti t v i khch hng n (t 21 tu i tr ln) t i b n h th ng siu th TPHCM, l (1) Coopmart, (2) Maximark, (3) Cora, (4) Citimart. M u c ch n theo phng php phn t ng v khng theo t l v i kch th c n = 335. Sau khi thu th p v ki m tra, 32 b ng b lo i do c qu nhi u tr ng. V v y, kch th c m u cu i cng l n = 318 + Phng php phn tch: cc thang o khi ni m nghin c u tr c tin c nh gi b ng h s tin c y Cronbach alpha v ti p t c c ki m ( qua phng php phn tch nhn t Equation Modeling) c s d ng kh ng ki m nh tin c y t ng h p, tnh n nguyn, gi tr h i t , v gi tr phn bi t) thng nh CFA (Confirmatory Factor nh m hnh l thuy t cng v i cc xem xt s khc bi t gi a cc
Analysis). Phng php phn tch m hnh c u trc tuy n tnh SEM (Structural gi thuy t. Phng php c l ng l maximum likelihood. Phng php phn tch a nhm trong SEM cng c s d ng nhm (tu i v thu nh p) i v i cc m i quan h gi a CLDVST, SAT, v TTST.
GVHD: L Tr n Thin
SVTH: Lm Ph c Thu n
TP C n Th
- K t qu nghin c u: nghin c u xc vin, trng by hng ha, m t b ng siu th , v m c
nh r ng ch t l ng d ch v an ton trong siu th . K t th a
siu th bao g m nm thnh ph n: ch ng lo i hng ha, kh nng ph c v nhn qu cng ch ra r ng n u tng ch t l ng d ch v th s lm tng m c
mn c a khch hng. Khch hng s trung thnh v i siu th khi h th a mn v i d ch v v hng ha m siu th cung c p. Hn n a, k t qu cng cho th y y u t tu i v thu nh p khng lm nh h ng n vai tr c a ch t l ng d ch v ng iv i n tr i s th a mn, v lng trung thnh c a khch hng siu th . 1.4.2.2. L Vn Huy v Ng Th Sa Ly, Cc nhn t tc nghi m mua s m gi i tr, H i ngh sinh vin nghin c u khoa h c, N ng, 2010. - M c tiu: nghin c u xy d ng cc thnh ph n tc nghi m mua s m gi i tr v thang o l ng chng. - Phng php nghin c u: + M hnh nghin c u: Nghin c u ng d ng m hnh tr i nghi m mua s m gi i tr c a Irahim (2002), tnh gi i tr t i Vi t Nam. + M u: Nghin c u chnh th c c th c hi n b ng phng php nghin c u thnh ph nh l ng. K thu t ph ng v n khch hng c a cc siu th chnh t i N ng thng qua b ng cu h i c s d ng thu th p d li u. hp thu n ti n v i kch th c n=319. ng th i tc gi th c hi n nghin c u nh i u ch nh, v b sung cc thnh ph n c a m hnh tr i nghi m mua s m ng n tr i ih c
M u c ch n theo phng p v ki m nh
+ Phng php x l s li u: B ng phng php phn tch nhn t tin c y thang o Cronbach Alpha, nhm nhn t bn l bao g m c i m siu th , gi tr tng thm. nh h ng th c nh m hnh b ng phn tch nh h ng h ng th v nhn t khng kh, quan c nh bn trong, Nhm nhn t khch hng bao g m h i quy. - K t qu : k t qu phn tch ch ra r ng tr i nghi m mua s m gi i tr b tc ng b i ba nhm nhn t . Cc nhn t c a hng bn l v cc nhn t khch ng thu n chi u n tr i nghi m mua s m gi i tr, k t hng, v n chuy n tc
l i. Sau hi u ch nh m hnh nghin c u v ki m
lu n ny ph h p v i nghin c u c a Ibrahim (2002). M t khc, c s khc bi t

GVHD: L Tr n Thin 6 SVTH: Lm Ph c Thu n
TP C n Th
ng k v m c m c nha
tr i nghi m mua s m gi i tr gi a cc khch hng thu c cc
tu i, ngh nghi p, gi i tnh khc nhau v khng c s khc bi t ng k v tr i nghi m mua s m gi i tr gi a cc khch hng c cc thu nh p khc
GVHD: L Tr n Thin
SVTH: Lm Ph c Thu n
TP C n Th
CHNG 2 C S 2.1.1. Khi ni m "Siu th " l t c d ch ra t cc thu t ng n c ngoi - "supermarket" (ti ng Anh) hay "supermarch" (ti ng Php), trong "super" ngha l "siu" v "market" l "th tr ng" ("ch "). Theo Quy ch Siu th , Trung tm thng m i c a B Thng m i Vi t Nam (nay l B Cng Thng Vi t Nam) ban hnh ngy 24 thng 9 nm 2004: Siu th l lo i hnh c a hng hi n i, kinh doanh t ng h p ho c chuyn doanh, c c m ch t l ng, p ng cc qu n l, t ch c c u ch ng lo i hng ha phong ph, a d ng, b o L THUY T 2.1. GI I THI U V LO I HNH KINH DOANH SIU TH
tiu chu n v di n tch kinh doanh, trang b k thu t v trnh nhu c u mua s m hng ha c a khch hng. Theo Philip Kotler, siu th l "c a hng t ph c v tng b o th a mn y
kinh doanh, c cc phng th c ph c v vn minh, thu n ti n nh m tho mn i l n c m c m
chi ph th p, t su t l i nhu n khng cao v kh i l ng hng ha bn ra l n, ch t t y r a v nh ng m t hng chm sc nh c a". 2.1.2. Cc lo i hnh siu th Hng ha
nhu c u c a ng i tiu dng v th c ph m, b t gi t, cc
siu th r t a d ng v c ch n l c k hn so v i trong ch hay
c a hng t p ph m. Lo i hnh ny g i chung l siu th truy n th ng v ngy nay, t "siu th " cn c ch nh ng ni ch chuyn kinh doanh m t m t hng, m t ch ng lo i hng no m thi. V d : siu th my tnh, siu th ng, siu th tri cy, siu th TP.HCM). * Tiu chu n siu th Theo quy h ng: nh c a B Cng Thng Vi t Nam, siu th c phn lm 3 siu th vi c lm n a. (nh ng cch g i ny hay i n tho i di i n my, siu th knh thu c... th m ch cn c c dng t i H N i v
GVHD: L Tr n Thin
SVTH: Lm Ph c Thu n
TP C n Th
B ng 2.1: TIU CHU N X P H NG SIU TH
Lo i hnh Siu th kinh doanh t ng h p Siu th Chuyn doanh I
H ng II III I II III
Di n tch > 5.000 m2 > 2.000 m2 > 500 m2 > 1.000 m2 > 500 m2 > 500 m
2
Danh m c m t hng > 20.000 tn hng > 10.000 tn hng > 4.000 tn hng > 2.000 tn hng > 1.000 tn hng > 500 tn hng
(Ngu n: Quy ch siu th , trung tm thng m i (B Cng Thng VN)
2.1.3.
c trng c a siu th c trng sau:
Theo Vi n nghin c u Thng m i Vi t Nam, siu th c cc 2.1.3.1. ng vai tr l c a hng bn l
Siu th th c hi n ch c nng bn l - bn hng ha tr c ti p cho ng i tiu dng cu i cng phn ph i h s d ng ch khng ph i bn l i. y l m t knh i, vn ng. m c pht tri n cao, c quy ho ch v t ch c kinh doanh d i hnh u t v qu n l, c Nh n c c p php ho t
th c nh ng c a hng quy m, c trang thi t b v c s v t ch t hi n minh, do thng nhn service) 2.1.3.2. p d ng phng th c t
ph c v (self-service hay libre -
y l phng th c bn hng do siu th sng t o ra, c ng d ng trong nhi u lo i c a hng bn l khc v l phng th c kinh doanh ch y u c a x h i vn minh... gi a phng th c t ch n v t ph c v c s phn bi t: T ch n: khch hng sau khi ch n mua c hng ha s bn tr ti n hng, tuy nhin trong qu trnh mua v n c s gip c a ng i bn. T ph c v : khch hng xem xt v ch n mua hng, b vo gi ho c xe y em i v thanh ton t i qu y tnh ti n bng trong qu trnh mua hng. 2.1.3.3. Phng th c thanh ton thu n ti n Hng ha g n m v ch, m s dng my qut c em ra qu y tnh ti n c a ra vo, y chnh c c gi, tnh ti n b ng my v t ng in ha n. t g n l i ra vo. Ng i bn v ng n ch ng i , h ng d n
l tnh ch t u vi t c a siu th , em l i s th a mn cho ng i mua s m...

GVHD: L Tr n Thin 9
SVTH: Lm Ph c Thu n
TP C n Th
i m ny c nh gi l cu c l .
i "cch m ng" trong lnh v c thng m i bn
2.1.3.4. Sng t o ngh thu t trng by hng ha Ng i i u hnh siu th c cch b tr hng ha thch h p trong t ng gian hng nh m t i a ha hi u qu c a khng gian bn hng. Do ng i bn khng c m t t i cc qu y hng nn hng ha ph i c kh nng "t qu ng co", li cu n ng i mua. Siu th lm c i u ny thng qua cc nguyn t c s p x p, trng by hng ha nhi u khi c nng ln thnh nh ng th thu t. Ch ng h n, hng c t su t l i nhu n cao c u tin x p nh ng v tr d th y nh t, c trng by n nhau c x p g n nhau; p vo khch hng d l y; by v i di n tch l n; nh ng hng ha c lin quan m t; hng c tr ng l ng l n ph i x p hng v i s l ng l n r t ch y... 2.1.3.5. Hng ha ch y u l hng tiu dng th ng ngy Hng ha c by bn trong siu th ch y u l th c ph m, qu n o, b t gi t, gia d ng, i n t ... v i ch ng lo i r t phong ph, a d ng. Siu th thu c nh. Theo quan ni m h th ng cc c a hng kinh doanh t ng h p, khc v i cc c a hng chuyn doanh ch chuyn su vo m t ho c m t s m t hng nh t c a nhi u n c, siu th ph i l ni m ng i mua c th tm th y m i th h c n v v i m t m c gi "ngy no cng th p" (everyday-low-price). Ch ng lo i hng ha c a siu th c th ln t i hng nghn, th m ch hng ch c nghn lo i hng. Thng th ng, m t siu th c th r a, v sinh... Trong cc hi n i. HI LNG C A KHCH HNG 2.2.1. Khi ni m c trng trn, phng th c bn hng t ph c v v ngh thu t m ra k nguyn thng m i bn l vn minh trng by hng ha c a siu th 2.2. L THUY T V S p ng c 70-80% nhu c u hng lm b p, ch t t y ha c a ng i tiu dng v n u ng, trang ph c, m ph m,
hng khuy n mi ph i thu ht khch hng b ng nh ng ki u trng by bn d i
t o cho khch hng c m gic l hng ha c bn
GVHD: L Tr n Thin
10
SVTH: Lm Ph c Thu n
TP C n Th
C nhi u quan
i m khc nhau v
hi lng c a khch hng hi lng c a khch
(Customer Satisfaction). Bachelet (1995) c ah
nh ngha: S
hng l m t ph n ng mang tnh c m xc c a khch hng p l i kinh nghi m i v i m t s n ph m hay d ch v . Cn Oliver (1997) cho r ng s hi lng c a khch hng l s ph n ng c a ng i tiu dng v i vi c p ng nh ng mong mu n c a h . Theo Philip Kotler (2001), s hi lng c a khch hng l m c vi c tiu dng s n ph m, d ch v v i nh ng k v ng c a khch hng. M c c a hi tr ng thi c m gic c a m t ng i b t ngu n t vi c so snh k t qu thu c t lng ph thu c s khc bi t gi a k t qu nh n c v k v ng, n u k t qu th c t th p hn k v ng th khch hng khng hi lng, n u k t qu th c t tng x ng v i k v ng th khch hng s hi lng, n u k t qu th c t cao hn k v ng th khch hng r t hi lng. 2.2.2. Cc y u t tc a/ ng n s hi lng c a khch hng 2.2.2.1. Ch t l ng d ch v nh ngha ch t l ng d ch v c tnh c a m t s n ph m, h th ng hay qu trnh o l ng c thng qua nh ng quy p Theo T ch c Qu c t v tiu chu n ha ISO: Ch t l ng l kh nng c a t p h p cc ng cc yu c u c a khch hng v cc bn c lin quan. N u ch t l ng c a nh ng s n ph m h u hnh c th nh c th r rng v cc tiu chu n nh hnh dng, mu s c, ch t li u, th ch t l ng d ch v l i tr u t ng hn v nh ng tnh ch t tch r i, tnh v hnh, tnh khng c th c a n nh tnh khng th c. nh ng nh t v tnh khng lu tr
Trong m t th i gian di, nhi u nh nghin c u c g ng
ngha v o l ng ch t l ng d ch v . L y v d , Lehtinen & Lehtinen (1982) cho l ch t l ng d ch v ph i c nh gi trn hai kha c nh, (1) qu trnh cung c p d ch v v (2) k t qu c a d ch v . Gronroos (1984) cng ngh hai c thnh ph n c a ch t l ng d ch v , l (1) ch t l ng k thu t, l nh ng g m khch hng nh n c v (2) ch t l ng ch c nng, di n gi i d ch v cung c p nh th no. Tuy nhin, khi ni th no khng c p n ch t l ng d ch v , chng ta khng
n ng gp r t l n c a Parasuraman & ctg (1985) v i
GVHD: L Tr n Thin
11
SVTH: Lm Ph c Thu n
TP C n Th
nh ngha ch t l ng d ch v l: M c
khc nhau gi a s mong
i c a
ng i tiu dng v d ch v v nh n th c c a h v k t qu d ch v . b/ M i quan h gi a ch t l ng d ch v v s hi lng c a khch hng Hi lng l ph n ng c a ng i tiu dng khi c p ng mong mu n (Oliver,1997), l ph n ng c a khch hng v s khc bi t gi a mong mu n v m c c m nh n sau khi s d ng s n ph m/d ch v (Tse v Wilton, nh ngha 1988). Nh v y, hi lng l hm c a s khc bi t gi a k t qu nh n c v k v ng (Kotler, 2001). Parasuraman & ctg (1988, 1991, 1993) cng ch t l ng d ch v l: M c khc nhau gi a s mong i c a ng i tiu dng nhn qu .
v d ch v v nh n th c c a h v k t qu d ch v nh v y gi a ch t l ng d ch v v s hi lng khch hng c m t i m khc bi t c b n l v n Zeithaml v Bitner (2000) cng cho r ng ch t l ng d ch v v hi lng khch hng l hai khi ni m khc nhau. Trong khi ch t l ng d ch v ch t p trung c th vo nh ng thnh ph n c a d ch v , s hi lng c a khch hng l khi ni m t ng qut, b i v theo quan i m ny, s hi lng c a khch hng b tc ng b i nhi u y u t nh: ch t l ng s n ph m, ch t l ng d ch v , gi c , y u t tnh hu ng, y u t c nhn.
Ch t l ng d ch v (Service Quality) Ch t l ng s n ph m (Product Quality) Gi c (Price) Nh ng nhn t tnh hu ng (Situation Factors)
S th a mn c a khch hng (Customer Satisfaction)
Nh ng nhn t c nhn (Personal Factors)
Hnh 2.1: M I QUAN H GI A CH T L NG D CH V V S C A KHCH HNG
THA MN
(Ngu n: Zeithaml v Bitner (2000), Service Marketing, McGraw-Hill)
Cc nghin c u tr c y cho th y ch t l ng d ch v l nguyn nhn d n quan n s th a mn (Vd: Cronin & Taylor, 1992). L do l ch t l ng lin nh gi c sau khi s
SVTH: Lm Ph c Thu n
n vi c cung c p d ch v , cn s th a mn ch
12
GVHD: L Tr n Thin
TP C n Th
d ng d ch v
. N u ch t l ng c c i thi n nhng khng d a trn nhu c u . Do ,
c a khch hng th s khng bao gi khch hng th a mn v i d ch v th h s th a mn v i d ch v 2.2.2.2. Gi c
khi s d ng d ch v , n u khch hng c m nh n c d ch v c ch t l ng cao, . Ng c l i, n u khch hng c m nh n d ch v c ch t l ng th p, th vi c khng hi lng s xu t hi n. Theo Cronin & Taylor (1992) th khch hng khng nh t thi t mua nh ng s n ph m - d ch v c ch t l ng t t nh t m h c th mua s n ph m d ch v no cung c p cho h m c m c d chng khng nh h ng hng v ch t l ng, m c hi lng hn. V v y, nh ng y u t nh ng nm c hi lng c a h n ch t l ng d ch v . M t khc, Zeithaml v nh h ng n nh n th c c a khch nh n th c c a khch hng v gi c c th tc Bitner (2000) cho r ng y u t gi c th
hi lng v gi tr c a s n ph m - d ch v (hnh 2.1). n so v i cc tiu ch khc. Tuy nhin, i trong nh
Trong nhi u nghin c u v s hi lng c a khch hng tr c y, tc ng c a y u t gi c t c ch nh n cng v i s c nh tranh ngy cng m nh m c a th tr ng v cc thay
nh c a khch hng v s n ph m d ch v , cc nh nghin c u xc
r ng gi c v s hi lng c a khch hng c m i quan h su s c v i nhau (Spreng & Mackoy, 1996; Voss & c ng s , 1998; Varki & Colgate, 2001; Joshua & Moli 2005). Do , n u khng xt n nhn t ny th vi c nghin c u v s i hi lng c a khch hng s thi u tnh chnh xc. Khi mua s n ph m d ch v khch hng ph i tr m t chi ph no i l i gi tr s d ng m mnh c n. Nh v y, chi ph c g i l ci ph i nh c c gi tr mong mu n t s n ph m d ch v . N u em l ng ha gi c trong tng quan gi tr c c th khch hng s c c m nh n v tnh c nh tranh c a gi c l th a ng hay khng. Ch khi no khch hng c m nh n ch t l ng d ch v c c nhi u hn so v i chi ph s d ng th gi c c xem l c nh tranh v khch hng s hi lng. Ng c l i, khch hng s t ra khng hi lng v c m th y mnh ph i tr nhi u hn so v i nh ng g nh n c v gi c trong tr ng h p ny s tc ng tiu c c ng
13
n s hi lng c a khch hng. y l n s hi lng c a khch hng. C th

SVTH: Lm Ph c Thu n
m i quan h gi a l ng gi c , gi tr v gi tr c m nh n. Tuy nhin, chnh gi c c m nh n m i l nhn t tc

GVHD: L Tr n Thin
TP C n Th
l ng gi c b ra nhi u hn so v i gi tr nh n c nhng khch hng c m nh n nh th l h p l th h v n s hi lng v ng c l i. Hai y u t ny tc ng qua l i l n nhau ty vo gi tc y ng c a nhn t gi c hn ba kha c nh sau: i th c nh tranh i c a khch hng c xem xt chnh l tnh c nh ti ny, y u t gi c Gi so v i ch t l ng Gi so v i cc Gi so v i mong Trong ph m vi nh y c a khch hng i v i gi cng nh m i nh quan h gi a ng i s d ng d ch v v i nh cung c p d ch v . Ngoi ra,
n s hi lng khch hng, chng ta c n xem xt
tranh v gi bn cc m t hng c a cc siu th . N u khch hng c m nh n tnh c nh tranh c a gi c cng cao th h s cng hi lng v ng c l i. 2.2.2.3. Th i gian ch Ch i l m t v n m t trong nh ng i c bi t quan tr ng i v i nhi u d ch v b i v c, khng th tch r i i (Hornik, 1984; i cng tng ns i ln s nh gi nh gi
c i m c a d ch v l khng lu tr
v nhu c u l khng th
on tr c (Zeithaml, Parasuraman v Berry, 1985).
Khch hng th ng r t coi tr ng th i gian m h ph i ch
Katz, Larson & Larson 1991), v khi s nh n th c v th i gian ch th s hi lng c a khch hng c xu h ng gi m (Katz et al 1991). Th i gian ch c a khch hng i l m t y u t quan tr ng tc ng tiu c c c a s ch ng i d ch v . Cc tc
d ch v c a khch hng c nhi u nh nghin c u ki m ch ng nh Katz, Larson v Larson 1991; Taylor 1994; Hui v Tse 1996, Tom v Lucey (1995) cng ch ra r ng s hi lng hay khng hi lng c a khch hng trong m t tnh hu ng m khch hng ph i ch i, khng ch ph thu c vo th i gian ch i. c tc ng c a s ch gi m thi u s t bi n i, m cn ph thu c vo nguyn nhn c a s ch i
i khi nh qu n l d ch v c th gi m nh ny c gi i h n nh t ch
i v i khch hng (Maister 1985; Taylor 1994,1995) nhng s ki m sot nh. Cc doanh nghi p th ng c g ng
khng hi lng c a khch hng thng qua vi c h n ch th i gian khch hng ph i i nhng th c t v i nhi u d ch v c s l ng khch hng tng vo gi cao i m, ch ng h n nh cng vin gi i tr, nh hng, sn bay, siu th ...
TP C n Th
N u khng th ki m sot th i gian ch c th c nh ng hnh i th i gian ch ng gi m tc
i th c t th cc nh cung c p d ch v ng tiu c c do ch i m khng thay
i th c t nh dng m nh c nh l c h ng khch hng i khi mua s m t i siu th l m t tr i nghi m c th
(Baker, Parasuraman, Grewal v Voss 2000). Nh v y, s ch d n th tc ng tiu c c n s khng hi lng c a khch hng (Katz, Larson v Larson 1991) v c n s th ng xuyn lui t i siu th (Hui, Dube v Chebat i s gip cho cc i v nng gi m thi u s b t mn v i ch
1997). V th , vi c tm hi u nh n th c khch hng v s ch nh qu n tr ra cc chi n l c cao s hi lng c a khch hng (Taylor 1994).
Tm l i, thng qua nghin c u l thuy t v s hi lng c a khch hng trong lnh v c siu th , ta c b ng t ng h p cc nhn t tc c a khch hng khi mua s m nh sau (B ng 2.2):
B ng 2.2: TH NG K CC Y U T NS S th t 1 2 3 4 5 6 S S Gi c Th i gian ch 7 i tin c y p ng mb o ng c m Zeithaml v Bitner, 2000; Spreng & Mackoy, 1996; Voss & ctg, 1998; Varki & Colgate, 2001; Joshua & Moli 2005 Hornik, 1984; Maister 1985; Katz & Larson 1991; Taylor 1994; Tom & Lucey 1995; Hui v Tse 1996; Dube & Chebat 1997; Baker, Parasuraman, Grewal v Voss 2000 Parasuraman & ctg, 1988 Y UT TC GI XU T TC NG HI LNG C A KHCH HNG
ng
n s hi lng
Phng ti n h u hnh
2.3. CC M HNH NH GI S
HI LNG C A KHCH HNG
2.3.1. M hnh SERVQUAL (Service Quality) 2.3.1.1. Gi i thi u thang o SERVQUAL
GVHD: L Tr n Thin
15
SVTH: Lm Ph c Thu n
TP C n Th
Parasuraman & ctg (1988) kh i x ng v s d ng nghin c u tnh v nh l ng xy d ng v ki m nh thang o cc y u t tc ng
nh ns
hi lng c a khch hng (g i l thang o SERVQUAL). SERVQUAL l thang o a m c g m nm thnh ph n v i 22 bi n quan st (B ng 2.3). Sau nhi u l n ki m nh, Parasuraman & ctg (1994) kh ng t gi tr v tin c y; c th nh r ng c ng SERVQUAL l thang o hon ch nh, c u khc cng ki m
d ng cho m i lo i hnh d ch v khc nhau (Robinson,1999). Nhi u nh nghin nh thang o ny v i nhi u lo i hnh d ch v cng nh nh SERVQUAL v i t i nhi u qu c gia khc nhau nh Bojanic (1991) ki m
d ch v ki m ton; Cronin &Taylor (1992) v i d ch v gi t kh; Dabholka & ctg (1996) v i d ch v bn l ; Lassar &ctg (2000) v Mehta & ctg (2000) v i d ch v ngn hng; Nguy n nh Th & ctg (2003) v i d ch v vui chi gi i tr ngoi tr i... K t qu cho th y cc thnh ph n c a thang o khng th ng nh t v i nhau t ng ngnh d ch v v t ng th tr ng khc nhau. C th l Mehta & ctg (2000), trong m t nghin c u t i Singapore, k t lu n r ng ch t l ng d ch v siu th ch bao g m hai thnh ph n: phng ti n h u hnh v nhn vin ph c v . Nguy n nh Th & ctg (2003) ki m ph n: nh SERVQUAL cho th tr ng khu vui chi gi i ng c m, v phng ti n tr ngoi tr i t i TP.HCM cho th y, ch t l ng d ch v ny bao g m b n thnh tin c y, kh nng ph c v c a nhn vin, s h u hnh. Do , khi ng d ng thang o SERVQUAL trong mi tr ng kinh doanh siu th nh nghin c u c n ph i ch i u ch nh cc thnh ph n cho ph h p.
GVHD: L Tr n Thin
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SVTH: Lm Ph c Thu n
TP C n Th
NG
B ng 2.3 : THANG O SERVQUAL

CC THNH PH N 1 tin c y (Reliability): Th hi n qua kh nng th c hi n d ch v ph h p v ng th i h n ngay l n u tin. th i gian xc BI N O L NG TNG nh, th cng ty s th c hi n , cng ty XYZ th hi n s quan tm chn . ng ngay l n u tin ng vo th i i m m cng 1. Khi cng ty XYZ h a s th c hi n i u g vo kho ng 2. Khi b n g p v n
thnh trong gi i quy t v n
3. Cng ty XYZ th c hi n d ch v 4. Cng ty XYZ cung c p d ch v ty h a s th c hi n 5. Cng ty XYZ lu 2 p ng (Reponsiveness): Th hi n qua s mong mu n v s n sng cung c p d ch v k p th i cho khch hng.
khng x y ra sai st no b n
1. Nhn vin cng ty XYZ ph c v b n nhanh chng, ng h n 2. Nhn vin cng ty XYZ lun lun s n sng gip khng p ng yu c u c a b n. 4. Cng ty XYZ thng bo cho khch hng khi no d ch v s c th c hi n 3. Nhn vin cng ty XYZ khng bao gi t ra qu b n r n
S Th
m b o (assurance): hi n kh nng t o s tin
1. Hnh vi c a nhn vin trong cng ty XYZ t o s tin t ng iv ib n 2. B n c m th y an ton khi th c hi n giao d ch v i cng ty XYZ 3. Nhn vin trong cng ty XYZ bao gi cng t ra l ch s , nh nh n v i b n 4. Nhn vin trong cng ty XYZ h ic ab n ki n th c tr l i cc cu
t ng v an tm cho khch hng.
ng c m (empathy): Th hi n s quan tm chm sc n t ng c nhn khch hng.
1. Cng ty XYZ th hi n s quan tm c nhn b n 3. Cng ty XYZ th hi n s ch nhi u nh t c a b n
n c nhn b n n
2. Cng ty XYZ c nh ng nhn vin th hi n s quan tm c bi t
n nh ng quan tm c
4. Nhn vin trong cng ty XYZ hi u c nh ng nhu c u bi t c a b n 5 Phng ti n h u hnh (Tangibles): Th hi n m c h p d n, hi n i c a cc trang thi t b v t ch t, gi ph c v thch h p, cng nh trang ph c c a nhn vin. 1. Cng ty XYZ c trang thi t b hi n i 2. C s v t ch t c a cng ty XYZ trng r t b t m t 3. Nhn vin c a cng ty XYZ c trang ph c g n gng, l ch s 4. Cc sch nh gi i thi u c a cng ty xyz c lin quan d ch v trng r t p. 5. Cng ty XYZ c th i gian giao d ch thu n ti n
(Ngu n: Parasuraman & ctg, 1988)
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17
SVTH: Lm Ph c Thu n
TP C n Th
2.3.1.2. Cch o l ng theo m hnh SERVQUAL Theo m hnh SERVQUAL (Parasuraman & ctg 1994), b cu h i nh gi s hi lng c a khch hng g m 2 ph n, m i ph n c 22 pht bi u s d ng thang o Likert 7 i m o l ng c hai s mong v ng c a khch hng, khng quan tm th hai nh m xc i c a khch hng v nh n nh k th c c a khch hng (Gabbie and O'neill, 1996). Ph n th nh t nh m xc nh c m nh n c a khch hng
n m t doanh nghi p c th no; ph n i v i vi c th c hi n d ch v
c a doanh nghi p kh o st. K t qu nghin c u nh m nh n ra cc kho ng cch gi a c m nh n v k v ng c a khch hng. C th , theo m hnh SERVQUAL, ch t l ng d ch v c xc nh nh sau:
c m nh n Gi tr k v ng
Ch t l ng d ch v = M c
2.3.2. M hnh SERVPERF (Service Performance) Tuy m hnh SERVQUAL c ng d ng r ng ri trong vi c o l ng ch t l ng d ch v v s hi lng c a khch hng v tin c y v tnh chnh xc cao nhng vi c s d ng m hnh ny lm c s cho vi c nh gi s hi lng c a khch hng cng c nhi u tranh lu n (Carmen, 1990; Babakus & Boller, 1992; Cronin & Taylor, 1992). Cronin v Taylor (1992) cho r ng m c khch hng c l ng d ch v , t c m nh n c a i v i s th c hi n d ch v c a doanh nghi p ph n nh t t nh t ch t hai ng xy d ng m hnh SERVPERF. K t lu n ny
ng tnh b i cc tc gi khc nh Lee v c ng s (2000), Brady v c ng
s (2002). B thang o SERVPERF cng s d ng 22 m c pht bi u tng t nh ph n h i v c m nh n c a khch hng trong m hnh SERVQUAL, nhng b qua ph n h i v k v ng. Theo m hnh SERVPERF th:
Ch t l ng d ch v = M c c m nh n
Vi t Nam, c r t nhi u nghin c u ng d ng b thang o SERVQUAL o l ng ch t l ng d ch v v s hi lng c a khch hng (Nguy n Th , 2003; Nguy n Th Mai Trang, 2006; nh inh Phi H , 2009...). Trong , m t
nghin c u so snh m hnh SERVQUAL v SERVPERF tr ng h p nh gi ch t l ng d ch v ngnh siu th bn l (Nguy n Huy Phong & Ph m Ng c Thy 2007) ch ra r ng vi c s d ng m hnh SERVPERF s cho k t qu t t
TP C n Th
hn m hnh SERVQUAL v b n cu h i theo m hnh SERVPERF ng n g n hn phn n a so v i SERVQUAL, i u ny khng gy nhm chn v m t th i gian cho ng i tr l i. Ngoi ra, khi ni m s k v ng cng kh m h ng i tr l i. Do v y, s d ng thang o SERVQUAL c th l ng d li u thu th p, d n bi n quan st. 2.3.3. M hnh ch s hi lng c a khch hng (CSI model) Ch s hi lng c a khch hng bao g m cc nhn t (bi n), m i nhn t c c u thnh t nhi u y u t c th (indicators, items) nh l m t s c trng c a s n ph m nh ngha ng sau ho c d ch v . S hi lng khch hng (customer satisfaction) c nh gi ton di n v s s d ng m t d ch v ho c ho t n gi m tin c y v tnh khng n iv i nh h ng t i ch t nh c a cc
bn c a doanh nghi p v y chnh l i m c t li c a m hnh CSI. Xung quanh bi n s ny l h th ng cc m i quan h nhn qu (cause and effect) xu t pht t nh ng bi n s kh i t o nh s mong i (expectations) c a khch hng, hnh nh n cc (image) doanh nghi p v s n ph m, ch t l ng c m nh n (perceived quality) v gi tr c m nh n (perceived quality) v s n ph m ho c d ch v km theo phi n c a khch hng (customer complaints).
S mong i (Expectations) Gi tr c m nh n (Perceive d value) Ch t l ng c m nh n (Perceived quality) S hi lng c a khch hng (SI) S trung thnh (Loyalty) S than phi n (Complaint)
bi n s k t qu c a s hi lng nh s trung thnh (customer loyalty) hay s than
Hnh 2.2: M HNH CH S
HI LNG KHCH HNG C A M
(Ngu n: American Customer Satisfaction Index ACSI)
Trong m hnh ch s hi lng c a M (ACSI), gi tr c m nh n ch u tc ng b i ch t l ng c m nh n v s mong i c a khch hng c tc khi mong hng ng tr c ti p i c a khch hng. Khi , s mong n ch t l ng c m nh n. Trn th c t ,
i cng cao, c th tiu chu n v ch t l ng c m nh n c a khch m b o v c th a
i v i s n ph m cng cao ho c ng c l i. Do v y, yu c u v ch t l ng
s n ph m v d ch v cung c p cho khch hng c n ph i

GVHD: L Tr n Thin 19
mn trn c s s hi lng c a h . S hi lng c a khch hng c t o thnh

SVTH: Lm Ph c Thu n
TP C n Th
trn c s ch t l ng c m nh n, s mong v gi tr c m nh n cao hn s mong khch hng, tr ng h p ng c l i, ph m m h tiu dng (hnh 2.3).
Hnh nh (Image) S mong i (Expectations)
i v gi tr c m nh n, n u ch t l ng i s t o nn lng trung thnh iv i
y l s phn nn hay s than phi n v s n
Gi tr c m nh n (Perceived value)
Ch t l ng c m nh n v s n ph m (Perceved quality-Prod) d ch v (Perceved qualityServ)
S hi lng c a khch hng (SI)
S trung thnh (Loyalty)
Hnh 2.3: M HNH CH S
HI LNG KHCH HNG CC QU C GIA EU
(Ngu n: European Customer Satisfaction Index ECSI)
M hnh ch s hi lng chu u (ECSI) c m t s khc bi t nh t v i ACSI, hnh nh c a s n ph m, thng hi u c tc ng tr c ti p i c a khch hng. Khi , s hi lng c a khch hng l s tc
nh. So
n s mong ng t ng ha
c a 4 nhn t hnh nh, gi tr c m nh n, ch t l ng c m nh n v c s n ph m h u hnh v v hnh. Thng th ng, ch s ACSI th ng p d ng cho lnh v c cng cn ch s ECSI th ng ng d ng o l ng cc s n ph m, cc ngnh (hnh 3). 2.4. M HNH NGHIN C U L THUY T D a trn vi c t ng h p cc l thuy t c lin quan hng, ng th i k t h p v i i u ki n th c t hnh nghin c u bao g m 7 y u t nh sau: n s hi lng c a khch TP.C n Th, tc gi xy d ng m
GVHD: L Tr n Thin
20
SVTH: Lm Ph c Thu n
nh gi s hi lng c a khch hng khi mua s m t i cc siu th tin c y
TP C n Th
1
Th i gian ch i
7
S HI LNG C A KHCH HNG
p ng
Gi c
mb o
Phng ti n h u hnh
S c m thng
Hnh 2.4: M HNH NGHIN C U L THUY T
Cc y u t ny s
c nh n di n l i xem c ph h p khi a vo m hnh TP C n nh tnh.
nghin c u v s hi lng c a khch hng khi mua s m t i cc siu th Th hay khng thng qua nghin c u
GVHD: L Tr n Thin
21
SVTH: Lm Ph c Thu n
TP C n Th
CHNG 3 PHNG PHP NGHIN C U 3.1. QUY TRNH NGHIN C U 3.1.1. Nghin c u nh tnh nh tnh c th c hi n ch y u b ng vi c ph ng v n ng Qu trnh nghin c u
cc chuyn gia l nh ng ng i qu n l cc siu th kinh doanh t ng h p t i TP C n Th. M c ch c a qu trnh ny l xem xt v nh gi cc y u t tc n s hi lng c a khch hng khi tham quan mua s m m tc gi t l: (1) tin c y (reliability), (2) rt ra t c m
s l thuy t v qu trnh kh o st khch hng mua s m t i cc siu th . Cc y u p ng (responsiveness), (3) s i (Queuing). Hoa (Gim c b o (assurance), (4) s ng c m (empathy), (5) phng ti n h u hnh n t ba siu th g m c: ng Ng Ng c c Vinatex C n Th).
(tangibles), (6) gi c (Price) v (7) Th i gian ch Cc chuyn gia c ph ng v n Dng (Gim
c Coopmart C n Th); B Tr m Th M
Maximark C n Th); v ng Nguy n Huy C ng (Gim
N i dung ph ng v n: v i m c ch ki m tra l i tnh ph h p c a cc y u t rt ra t l thuy t v th c tr ng mua s m c a khch hng t i TP C n Th. Nn tc gi ti n hnh ph ng v n m t cch gia xem xt cc y u t ny c th c s tc tr ng c th lo i ra kh i m hnh, c l p cc chuyn gia trong qu n l siu cc chuyn ng n s hi lng c a khch hng th . Trong , cc y u t rt ra t l thuy t c tc gi nu ln
siu th c a h hay khng, n u y u t no cc chuyn gia nh n th y km quan ng th i c th b sung thm cc y u t cn cc chuyn gia xem xt ng n s hi lng m tc thi u st. Sau khi g n l c l i cc y u t , tc gi g i v nu ln cc khi ni m o l ng cc nhn t tc gi rt ra.
GVHD: L Tr n Thin
22
SVTH: Lm Ph c Thu n

TV N NGHIN C U
TP C n Th
M C TIU NGHIN C U
C S L THUY T
PHNG PHP NGHIN C
Ph ng v n chuyn gia
NGHIN C U TNH
NH Xy d ng b ng cu h i ph ng v n
Cronbach Alpha
NGHIN C U L NG
NH
Phn tch nhn t (EFA)
H i quy a bi n NH GI S HI LNG C A KHCH HNG
K T LU N V GI I PHP
Hnh 3.1: QUY TRNH NGHIN C U
3.1.2. Nghin c u
nh l ng nh l ng nh m o l ng c m nh n c a nh tnh.
3.1.2.1. M c tiu M c tiu c a nghin c u khch hng i v i cc y u t nh n di n trong nghin c u
3.1.2.2. Phng php thu th p thng tin D li u h il n cu h i s nh l ng c thu th p thng qua ph ng v n khch hng b ng nh tnh. Sau , b ng b ng cu h i chi ti t c thi t k ph h p v i m c tiu nghin c u. B ng cu u c thi t k d a vo k t qu c a nghin c u c a vo ph ng v n th kho ng 15 khch hng tr c khi ti n
GVHD: L Tr n Thin
TP C n Th
hnh nghin c u chnh th c. M c ch c a ph ng v n th sai st n u c ho c nh ng y u t gy nh m l n cho 3.1.2.3. Cc b c phn tch d li u - Hi u ch nh: M c ch hi u ch nh l nh m
hi u ch nh nh ng
i t ng ph ng v n. m b o ng i t ng
ph ng v n, x l cc tr l i khng hon ch nh cng nh xem xt s r rng v nh t qun trong vi c tr l i cc cu h i. Qu trnh hi u ch nh th hi n qua 2 giai o n: + Hi u ch nh s b b i ph ng v n vin ngay khi ph ng v n xong. + Hi u ch nh cu i cng b i ng i nghin c u cng l ng i thi t k b ng cu h i sau khi thu th p xong d li u. - M ha, lm s ch thng tin: D li u c m ha thnh cc bi n, nh p v lm s ch d li u tr c khi x l nh m m c ch pht hi n cc sai st nh kho ng tr ng ho c tr l i khng h p l . Thng tin thu th p c s s d ng ph n m m SPSS 11.5 x l. phn tch tnh hnh c i m i t ng 3.1.2.4. Phng php phn tch d li u - Phng php th ng k m t : c s d ng pht tri n c a h th ng siu th TP.C n Th v m t
ph ng v n. Tc gi th c hi n th ng k m t cho t t c cc bi n quan st, cho t t c cc nhm khch hng, tnh t n s cho t ng nhm bi n v cho c m u. - Phng php h s tin c y Cronbach Alpha v phn tch y u t khm ph (EFA): c s d ng hai phng php: H s ki m nh thang o cc nhn t tc ng n ch t l ng d ch v . Cc thang o trong nghin c u ny c nh gi thng qua Cronbachs Alpha v phn tch nhn t tin c y h s Cronbachs Alpha EFA lo i tin c y (exploratory factor analysis). Phn tch
cc bi n khng ph h p. Cc bi n c h s tng quan bi n t ng (item total correlation) nh hn 0,3 s b lo i v tiu chu n ch n thang o khi c alpha t 0,6 tr ln (Nunnally & Burnstein 1994 [103]). Ti p theo phng php phn tch nhn t khm ph EFA c s d ng. Cc bi n c h s t i (factor loading) nh hn 0,5 trong EFA ti p t c lo i b . Trong phn tch nhn t khm ph phng php trch h s s d ng l phng php Principal component phn nhm cc y u t , sau m i l n phn Analysis v php xoay Varimax
nhm, ta ph i ti n hnh xem xt hai ch tiu l h s KMO (Kaiser _Mayer

TP C n Th
_Olkin) ph i l n hn 0,6 v h s t i nhn t - factor loading trong b ng Rotated Component Matrix ph i c gi tr l n hn 0,5 SPSS, NXB Th ng K, 2005), v Eigenvalue l n hn 1 (m c m b o s h i t gi a c cc bi n trong m t nhn t (Tr ng & Ng c, Phn tch d li u nghin c u v i i m d ng khi trch cc nhn t nh c a SPSS, nh ng nhn t c Eigenvalue nh hn
1 s khng c tc d ng tm t t thng tin t t hn m t bi n g c, v sau m i l n chu n ha m i bi n g c c phng sai l 1). Thang o c ch p nh n v i t ng phng sai trch b ng ho c l n hn 50% (Gerbing&Andessen-1998[90]). - M hnh h i qui a bi n: c s d ng h ng t ny s bi n sau: Yi = B0 + B1X1i + B2X2i + + BpXpi + ei Trong : Yi: bi n ph thu c. Xpi: bi u hi n gi tr c a bi n ei: l m t bi n c l p th p t i quan st th i. Bk: c g i l h s h i quy ring ph n ( Partial regression coefficient). c l p ng u nhin c phn ph i chu n v i trung bnh l 0 i 2 TP.C n c v phng sai khng 3.2. NGU N THNG TIN Thng tin th c p: g m cc thng tin v Tnh hnh kinh t - x h i Th; Th c tr ng pht tri n c a h th ng siu th trn ngnh; qu trnh kh o st cc siu th TP C n Th. TP C n Th bao g m cc y u t i v i cc siu th , thng tin v c m i a bn TP.C n Th. n S hi lng c a khch hng cl p nh n di n cc nhn t tc nh n s hi lng c a khch hng v nh gi m c i v i cc siu th ng c a cc y u TP C n Th. M
hnh h i quy a bi n m r ng m hnh h i quy hai bi n b ng cch thm vo m t gi i thch t t hn cho bi n ph thu c. M hnh c d ng nh
thu th p t cc ngu n: bo; t p ch; website; cc s li u bo co c a cc S , Ban Thng tin s c p: Thng tin s c p c thu th p b ng b ng cu h i t cc khch hng t ng mua s m t i cc siu th tc ng n s hi lng c a khch hng i v i cc y u t nh n c a khch hng t ng ph ng v n. N i dung b ng cu h i g m 4 ph n:
v cc thng tin v nhn kh u c a
TP C n Th
Ph n 1 - SNG L C: g m 3 cu h i ng, mang tnh ch t g n l c t ng ph ng v n cho ph h p v i m c tiu nghin c u. Ph n 2 - HNH VI: ph n ny g m 10 cu h i, t cu 4 cu h i ph n ny lin quan
n cu 13, cc
n hnh vi c a khch hng khi tham quan
mua s m t i siu th nh: thi quen i siu th , m c ch i siu th , nh ng nhm m t hng no c khch hng quan tm nh t, ... Ph n 3 - S ha, (2) thi HI LNG: l cu h i s 15, 16, 17 v 18 v c m nh n i v i siu th thng qua nh gi cc y u t (1) hng ph c v c a nhn vin, (3) c s v t ch t, (4) gi c , (5) c s d ng trong o l ng s ph n nh a bn c a khch hng
chng trnh khuy n mi, (6) d ch v h tr . 6 y u t trn c o l ng b ng 23 bi n quan st v thang o Likert 5 m c cu h i ny. m c TP.C n Th. Ph n 4 - PH N NG SAU MUA: g m cc cu h i 17, 18, cc cu h i ny t p trung tm hi u nh ng ph n ng c a khch hng khi khng hi lng v siu th v kh nng quay tr l i tham quan mua s m t i siu th trong nh ng l n sau. Ph n 5 - KI N KHCH HNG: ph n ny bao g m 4 cu h i t 1922 nh m thu th p ki n c a khch hng v nh ng v n mn khch hng t t hn. Ph n 6 - THNG TIN C NHN: y l ph n cu i cng trong b ng cu h i, ph n ny g m 5 cu h i t 23-27 nh m thu th p nh ng thng tin c nhn c a i t ng ph ng v n nh m ph c v cho qu trnh nghin c u. us c a vo ph ng v n th 15 khch hng pht i B ng cu h i ban khch hng cn lm th a cha hi lng v nh ng y u t no siu th c n ph i c i ti n y l 4 cu h i tr ng tm v k t qu hi lng c a khch hng hi n
i v i cc siu th trn
hi n nh ng sai st v nh ng cu h i no cha r ho c gy nh m l n cho tr c khi ti n hnh ph ng v n chnh th c. i u tra chnh th c: theo c m u xc cc h gia nh, cng ty, tr ng h c, ...
t ng ph ng v n trong qu trnh tr l i. Sau , tc gi hi u ch nh b ng cu h i nh ti n hnh pht 620 b ng i u
tra trong khu v c TP.C n Th theo phng php l y m u thu n ti n th c hi n t i
SVTH: Lm Ph c Thu n
TP C n Th
3.3. THI T K M U V PHNG PHP CH N M U 3.3.1. Phng php ch n m u M u c ch n theo phng php thu n ti n (phi xc su t), b t c khch hng no t ng mua s m t i cc siu th 3.3.2. Thi t k m u i t ng nghin c u: i t ng nghin c u l nh ng khch hng th ng ng ph thng, ti n hnh phn tch h i xuyn i siu th TP.C n Th. M u c ch n l sinh vin, gio vin, nhn phn tch nhn t khm ph (EFA) TP.C n Th. Vi c ph ng v n c ti n hnh tr c ti p t i, cc siu th , h gia nh, vn phng cng ty, tr ng h c, ...
vin vn phng, n i tr , bun bn, nhn vin k thu t, lao - C m u: Theo Hair & ctg (1998), v i t nh t 5 m u trn 1 bi n quan st. Bn c nh , ph i m b o theo cng th c: n 8m +50 Trong : n: c m u m: s bi n c m u t yu c u c l p c a m hnh Nh v y, cn c vo s bi n ban
qui m t cch t t nh t, Tabachnick & Fidell (1996) cho r ng kch th c m u c n
u c a m hnh nghin c u (31 bi n) th
phn tch nhn t v h i quy d ki n kho ng 300 m u. mb o i di n cho t ng th nghin c u, bn c nh nh pht ra s m u g p i s m u d y cc
Tuy nhin, phng php l y m u m tc gi s d ng l l y m u thu n ti n nn s m u c n ph i l n th m i trong cc m u thu v s c nh ng m u khng s d ng c do m c cc l i b tr ng, tr l i sai, nn tc gi quy t m u pht ra v thu v ki n. S b ng cu h i tc gi pht ra l 620 b ng. Sau khi thu th p
c 602 b ng, tc gi ti n hnh ki m tra s ph h p c php ch n m t. Sau
c a cc m u. L n ki m tra th nh t tc gi d a vo tiu ch lo i i cc m u b tr ng ho c ch n hn m t l a ch n trong cc cu ch tra ti p t c l n ki m tra th nh t s m u b lo i l 11, cn l i 591. 591 m u ny c ki m l n th hai v i tiu ch nh gi l s logic gi a cc cu tr l i. Sau lo i i 22 m u khng ti l 569 m u. c s d ng trong l n ki m tra ny s m u cn l i l 569 m u, t c tc gi h p l . Nh v y t ng s m u h p l 3.4. I U CH NH M HNH NGHIN C U
TP C n Th
Ph ng v n cc chuyn gia qu n l cc siu th ra cc y u t c tc g i cc y u t c s ng m nh m
TP C n Th c tc d ng rt i tn
n s hi lng c a khch hng. Bn c nh
d a vo th c t cc ki n t pha cc chuyn gia tc gi b sung, thay i u ch nh m hnh nghin c u c a Cc y u t tc ng ti.
ph h p v i tnh hnh th c t . Do , k t qu ph ng v n s l n s hi lng c a khch hng siu th : Cc chuyn gia
u cho r ng 5 thnh ph n c a thang o SERVQUAL r t kh hi u v nn i u ch nh l i tn cc y u t cho ph h p v i lnh v c siu th v gip khch hng d hi u hn khi ph ng v n h . Ch ng h n, khi ni th ng ngh thuy t nn nv n hng ha, h quan tm x v tnh a d ng c a cc m t hng, cho nn y u t i thnh y u t Hng ha (1). p ng v u ni v thi n tin c y th khch hng tin c y trong m hnh l n ch t l ng, ngu n g c xu t
Khi tc gi gi i thi u 2 y u t ti p theo trong m hnh l m b o th cc chuyn gia th y r ng chnh c a 2 y u t ny t Thi
v cung cch ph c v c a nhn vin trong siu th . V v y, nn gom l i thnh y u ph c v c a nhn vin (2), cn nh ng ni v s an ton v yn tm nh n th c v n u TP C n Th hi n nay cha quan tm n. ng tnh r ng c tc n cc y u t c a khch hng b lo i ra kh i m hnh do cc chuyn gia cho r ng ng i tiu dng tc gi khng gi i thi u hay khng ch n khch hng cng khng ngh Y u t ti p theo l S ng
c p trong b ng cu h i ph ng v n th ch c
ng c m c cc chuyn gia
n s hi lng c a khch hng, tuy nhin cc chuyn gia l i cho r ng y u TP C n Th cng khng quan tm t i. Do ng r t ng c m b lo i ra kh i m hnh nghin c u.
t ny kh m h v cc khch hng , y u t S l n
H u h t cc chuyn gia nh gi y u t phng ti n h u hnh c tc ti n h u hnh l i thnh C s v t ch t (3) cho d hi u.
n s hi lng c a khch hng. Tuy nhin, nn i u ch nh y u t Phng Hai y u t cu i cng trong m hnh l thuy t l Gi c (4) c cc chuyn
gia
ng r ng c tc
ng
n s hi lng c a khch hng. Cn ng
iv iy ut
Th i gian ch
i cc chuyn gia cho r ng tuy c tc
n s hi lng c a
khch hng, nhng
m c th p v ch x y ra trong nh ng gi cao i m v i u
GVHD: L Tr n Thin
28
SVTH: Lm Ph c Thu n
TP C n Th
ny theo h l m t i u b t kh khng t Th i gian ch
i v i b t c siu th no. V v y y u c p nm t
i cng b lo i ra kh i m hnh nghin c u. ng n s hi lng c a khch hng siu th nh: chng
Ngoi cc y u t trong m hnh l thuy t, cc chuyn gia cn s y u t khc c tc trnh khuy n mi (5) v cc d ch v h tr c a siu th (6). Nh v y m hnh nghin c u c i u ch nh l i nh sau:
1. Ch t l ng hng ha
4. Gi c
2. Thi ph c v c a nhn vin
3. C s v t ch t
S HI LNG C A KHCH HNG

Hnh 3.2: M HNH NGHIN C U
5. Chng trnh khuy n mi
6. D ch v h tr
Cc gi thuy t H1: Ch t l ng hng ha trong siu th c nh h ng hng H2: Thi ph c v c a nhn vin trong siu th c nh h ng n s hi lng c a khch hng H3: C s v t ch t c a siu th c nh h ng n s hi lng c a khch hng n s hi lng c a khch hng n s hi lng c a H4: Gi c hng ha trong siu th c nh h ng khch hng H6: D ch v h tr c a siu th c nh h ng 3.5. XY D NG THANG O K t qu nghin c u c u nh tnh l c s xy d ng b ng cu h i trong nghin ng n nh l ng (Ph l c). Thang o c s d ng trong nghin c u ny l thang nh l ng). M c 1 l R t khng ng . n s hi lng c a khch hng n s hi lng c a khch
H5: Chng trnh khuy n mi c a siu th c nh h ng
o Likert 5 i m (dng cho cc bi n m c 5 l r t
3.5.1. Thang o y u t Ch t l ng hng ha

TP C n Th
Theo k t qu nghin c u
nh tnh, khch hng r t quan tm m b o cn h n s d ng v
n ch t l ng t tiu chu n v
c a hng ha c by bn trong siu th , d ng c a hng ha, hng ha ph i sinh an ton th c ph m, v n CLHH01 i m.
c bi t l cc tiu ch sau: tnh a
nhn mc v ngu n g c xu t x c a hng ha ...
thang o ch t l ng hng ha c o b ng 4 bi n quan st, c k hi u t n CLHH04. Cc bi n ny c o l ng b ng thang o Likert 05

B ng 3.1: THANG O CH T L NG HNG HA
K hi u bi n CH T L NG HNG HA CLHH01 Hng ha a d ng cho khch hng ch n l a CLHH02 Hng ha m b o ng h n s d ng v t tiu chu n ATTP CLHH03 Hng ha c nhn mc v ngu n g c xu t x r rang CLHH04 Hng ha c by bn trong siu th l nh ng hng ha c ch t l ng t t CLHH05 Siu th c nhi u m t hng m i 3.5.2. Thang o y u t Thi ph c v c a nhn vin Thng qua qu trnh ph ng v n chuyn gia, cho th y khch hng r t quan tm n thi l n ph c v c a nhn vin trong siu th v y u t ny cng tc ph c v c a nhn vin c th hi n ng r t cc n s hi lng c a h . Thi
m t nh: nhn vin c vui v , thn thi n khng? nhn vin c nhanh nh n ph c v b n khng? Trang ph c c a nhn vin g n gng, thanh l ch khng? .. thang o thi ph c v c a nhn vin bao s m 5 bi n, c k hi u TDNV01
B ng 3.2: THANG O THI PH C V C A NHN VIN
TDNV05. Cc bi n ny c o l ng b ng thang o Likert 05 i m. K hi u bi n THI C A NHN VIN TDNV01 Nhn vin c a siu th lun s n sng ph c v khch hng TDNV02 Nhn vin c a siu th nhanh nh n TDNV03 Nhn vin c a siu th gi i p t n tnh cc th c m c c a khch hng TDNV04 Nhn vin c a siu th thn thi n, vui v TDNV05 Nhn vin c a siu th n m c g n gang, thanh l ch 3.5.3. Thang o y u t C s v t ch t lin quan n c s v t ch t c a siu th cng c khch l cc y u t : bi gi xe c r ng ri khng? Khng gian bn
Nh ng v n hng quan tm.
trong siu th c s ch s , mt m khng? Khu v c nh v sinh c r ng ri, s ch s khng? Do , thng o y u t C s v t ch t c 6 bi n quan st nh sau
GVHD: L Tr n Thin
30
SVTH: Lm Ph c Thu n
TP C n Th
B ng 3.3: THANG O C S
V T CH T
K hi u bi n CSVC01 CSVC02 CSVC03 CSVC04 CSVC05 CSVC06 3.5.4. Thang
C S
V T CH T
Bi gi xe r ng ri Khng gian bn trong siu th r ng ri v khang trang Khu v c mua s m s ch s , thong mt Cc qu y, k , t c thi t k thu n ti n m thanh, nh sng trong siu th r t t t Khu v c nh v sinh r ng ri, s ch s o y u t Gi c nh tnh, cc y u t lin quan n gi c bao g m
Theo k t qu nghin c u
3 bi n quan st: gi hng ha so vi siu th khc, so vi ch v so v i ch t l ng,v c k hi u c th t GC01 ny c o b ng thang o Likert 05.
B ng 3.4: THANG O GI C
n GC03 (xem b ng 3.3). Cc bi n
K hi u bi n GC01 Gi c GC02 Gi c GC03 Gi c 3.5.5. Thang o y u t Khi ni
Cu h i v Gi c hng ha siu th r hn cc siu th khc hng ha siu th khng t hn ch hng ha siu th tng x ng v i ch t l ng Chng trnh khuy n mi n
n chng trnh khuy n mi c a siu th th ng i ta quan tm
2 kha c nh: siu th c nhi u chng trnh khuy n mi khng v cc chng trnh khuy n mi c a siu th c h p d n khng? V v y, c 2 bi n:
B ng 3.5: THANG O CHNG TRNH KHUY N MI
o l ng y u t ny
K hi u bi n CHNG TRNH KHUY N MI CTKM01 Siu th c nhi u chng trnh khuy n mi CTKM02 Cc chng trnh khuy n mi c a siu th h p d n 3.5.6. Thang o y u t D ch v h tr c a siu th Nh ng y u t lin quan d ch v quan st:
B ng 3.6: THANG O D CH V H TR
n d ch v h tr
i t ng th o lu n nh n
di n g m: siu th c cng c p nhi u d ch v h tr cho khch hng khng v cc c siu th th c hi n t t khng? Thang o y u t ny g m 2 bi n
K hi u bi n DVHT01
D CH V H TR Siu th c nhi u d ch v h tr khch hng: giao hng, c th c hi n r t t t

SVTH: Lm Ph c Thu n
gi qu mi n ph, . DVHT02 Cc d ch v h tr c a siu th

TP C n Th
3.5.7. Thang o S hi lng c a khch hng S hi lng c a khch hng c o l ng qua ba bi n SHL01, SHL02, SHL03. Cc bi n ny s nh gi chung v s hi lng c a khch hng khi tham quan mua s m t i siu th , kh nng quay l i siu th mua s m v kh nng gi i thi u siu th v i ng i quen.
B ng 3.7: THANG O S HI LNG C A KHCH HNG
K hi u bi n SHL01 SHL02 SHL03

siu th A khng?
Cu h i v S hi lng
Nhn chung, anh/ch c hi lng khi tham quan, mua s m t i L n sau n u c nhu c u mua s m, anh/ch c ch n siu th A n a khng? Anh/ch c s n lng gi i thi u ng i quen s m khng? n siu th A mua
Ngoi cc thang o trn tc gi cn s d ng cc thang o o th b c nhn c a nh m sng l c i t ng ph ng v n nh tu i, thu nh p, trnh
nh danh, thang
i t ng ph ng v n v thu th p cc thng tin c h c v n,
GVHD: L Tr n Thin
32
SVTH: Lm Ph c Thu n
TP C n Th
CHNG 4 PHN TCH K T QU NGHIN C U 4.1. S L C V TH TR NG TP. C N TH 4.1.1. Tnh hnh kinh t - x h i c a TP C n Th 4.1.1.1. X h i V tr a l: TP C n Th n m trung tm vng ng b ng sng C u t t nhin 1.400 Long, tr i di trn 55km d c b Ty sng H u, t ng di n tch
km2, chi m 3,94% di n tch ton vng. T ch c hnh chnh c a C n Th c phn chia thnh 09 qu n huy n (05 qu n n i thnh v 04 huy n ngo i thnh). V i dn s kho ng 1,2 tri u dn, trong dn s s ng trong th chi m kho ng 52,5%; cn l i phn b t c khu v c nng thn. dn s trung bnh 857 ng i/km2, Dn s : kho ng 1,2 tri u dn, m t l tng dn s thnh th hng nm l 8,6%. Lao ng: L c l ng lao ng kho ng 600 ngn ng i, trong s ng i ng trong ngnh cng nghi p l ang lm vi c 581.570 ng i, t tr ng lao 15,1% v t tr ng lao
tng dn s bnh qun 0,7%/nm. T tr ng dn s thnh th l 65,8% v t
ng trong ngnh d ch v l 43,1%. Th t nghi p trong
tu i: t tr ng th t nghi p l n chi m 52,2%. N u phn theo khu v c th th t nghi p thnh th (5,8%) cao hn nng thn (3,14%). 4.1.1.2. Kinh t TP C n Th c xem l m t trong nh ng thnh ph c t c tri n kinh t cao c a c n c, l trung tm kinh t , vn ha, x h i c a b ng sng C u Long v i t c o n 1986 - 2000 l 9,42%; giai o n 2001 - 2003 l 11,67%. nm C n Th tr thnh thnh ph tr c thu c Trung ng, t c kinh t thnh ph tng tr ng t c nh ng thnh t u r t ng k . Kinh t gi pht ng
tng GDP giai o n 1976 - 1985 l 4,99%; giai c bi t, sau m t tng tr ng ct c
t 14,77%. Trong giai o n 2005 - 2010, trn lnh v c kinh t - x h i, m c kh cao, c c u kinh t chuy n d ch theo h ng tch c c; t 15,13%, cao hn 1,63% so v i giai n h t nm 2010, ch s PCI
SVTH: Lm Ph c Thu n
ch t l ng tng tr ng, nng l c c nh tranh t ng b c c c i thi n. T c tng tr ng kinh t bnh qun 5 nm o n 2001 - 2005. C c u kinh t chuy n d ch theo h ng cng nghi p - thng m i, d ch v - nng nghi p cng ngh cao. Tnh
TP C n Th
c a TP C n Th
ng v tr 13 trong c n c. y sng gi i v i n n kinh t Vi t u ng i y c t
Bn c nh thu nh p dn c ngy cng tng, v i m c tng trung bnh 14,4%. N u nh nm 2008 (m t nm (GDP) c a TP C n Th Nam ni ring v n n kinh t th gi i ni chung) thu nh p bnh qun t 1.444 USD, th n nm 2010 con s nng ln x p x 2.000 USD,
ng th 2 trong 5 th lo i I. T b ng 4.1 cho ta
th y thu nh p c a ng i dn TP C n Th lin t c tng qua cc nm v lun
m c cao so v i cc khu v c khc v bnh qun c a c n c. M c thu nh p y cng ph n no th hi n m c chi tiu cho ch t l ng cu c s ng c a ng i dn ni y. Khi ch t l ng cu c s ng tr c y c o l ng b ng tiu chu n n no m c m th nay chuy n sang n ngon, m c ngy cng cao.
B ng 4.1: THU NH P BNH QUN U NG I TRN A BN TP C N TH TRONG GIAI O N 2005 2010
p. V v y m nh ng
yu c u cng nh s k v ng c a khch hng vo ch t l ng cc d ch v cng
Nm 2005 2006 2007 2008 2009 2010
Thu nh p bnh qun (USD) 681 980 1.122 1.444 1.957 2.000
(Ngu n: S Cng Thng TP.CT)
Chnh l ch +299 +142 +322 +513 +43
Nng nghi p: thnh ph C n Th c di n tch nng nghi p kho ng 115.000 ha, c s d ng t ng o tr ng la, hoa mu v cc lo i cy n qu . Hng a d ng, phong ph v i s n l ng trn nm c th s n xu t trn 1 tri u t n la, ch bi n xu t kh u t 500.000 - 600.000 c s n xu t kh u; cy n qu 100.000 t n, th y s n 200.000 t n (ch y u l c da trn) v th t gia sc gia c m kho ng 20.000 t n. Cng nghi p: Theo S Cng Thng TP C n Th, trn a bn c g n 7.850 c s , doanh nghi p ho t n u nm 2011, ng trong lnh v c s n xu t
cng nghi p, ch y u thu c thnh ph n kinh t ngoi qu c doanh. Cc c s ,

TP C n Th
doanh nghi p ny gi i quy t vi c lm cho trn 91.265 lao
ng. Cc ho t
ng
s n xu t, kinh doanh c a cc doanh nghi p ngnh cng nghi p d n i vo n nh v pht tri n, a gi tr s n xu t cng nghi p c a thnh ph nm sau lun cao hn nm tr c v kho ng 19.286 t ph c t m c tng tr ng 18,63% trong giai o n 2006 - 2010. t i n hnh nh: gi tr s n xu t cng nghi p c a thnh ph trong nm 2010 nm 2005. Ring 9 thng t trn 16.010 t
ng, tng g p 5,56 l n so v i nm 2000, g p 2,5 l n so v i u nm 2011, gi tr s n xu t cng nghi p c a thnh ng, tng 13,33% so cng k nm tr c. Trong c
c u s n xu t cng nghi p c a thnh ph , cng nghi p ch bi n c m c tng tr ng nhanh nh t v chi m t tr ng l n nh t (chi m g n 98%) trong t ng gi tr s n xu t cng nghi p c a ton thnh ph . Gi tr s n xu t c a ngnh ny nm 2009 t kho ng 16.290 t ng, b ng 5,22 l n so v i nm 2000, b ng 2,02 l n so ng trong nm 2010. n nay, cc KCN trn a bn TP C n ng, 26 d n u t ang ho t v i nm 2005 v t trn 18.890 t
Cc khu cng nghi p (KCN):
Th c 197 d n cn hi u l c. Trong c 157 d n ho t ang xy d ng, 14 d n cha tri n khai. Ngoi ra, trn c 4 c m cng nghi p, v i di n tch 162,61 ha v 25 d n
a bn thnh ph hi n
ng. Cc KCN, c m cng nghi p v a nu, t o c m t b ng thu n l i cho s n xu t, gp ph n ph c v vi c di d i cc c s gy nhi m mi tr ng n m trong n i vo khu v c s n xu t t p trung. Khoa h c cng ngh : Thnh ph c h th ng cc tr ng c u la i h c, Cao ng, cc tr ng o t o k thu t, Trung tm cng ngh ph n m m, Vi n nghin BSCL v cc c s nghin c u khoa h c khc, tr thnh trung tm BSCL, hng nm o t o trn 26.000 cn b khoa ng chuyn nghi p ph c v cho thnh ph C n Th v vng khoa h c k thu t c a vng h c k thu t v lao BSCL. Thng m i - D ch v C nhi u siu th v khu mua s m, thng m i l n nh: Metro, Co-op Mart, Maximart, Vinatex, Best Caring, Siu th mua s m i n my Si Gn Ch L n, Khu Nh t Phan Khang, Khu Thng M i Ty , Trung tm thng m i
Ci Kh (g m 3 nh l ng v 1 khu n u ng). V s p t i l Khu cao c mua s m, gi i tr Ty Nguyn Plaza hi n ang c xy d ng t i khu th m i Hng Ph.
TP C n Th
Thnh ph C n Th c h th ng ngn hng, b o hi m, ki m ton ho t ng hi u qu v ngy cng m r ng, c 46 t ch c tn d ng v i 194 SeaBank, SCB, Ngn hng Qun a i m giao d ch ngn hng nh Vietcombank, Eximbank, Sacombank, Maritime bank, i, Trust Bank, Vietbank, VietinBank, Gia n4 nC n Dinh Bank, 10 t ch c b o hi m, cng ty cho thu ti chnh c uy tn trong v ngoi n c, 330 khch s n, 6 lng du l ch, trong c 35 khch s n t 1 sao, c b n p ng c nhu c u n ngh c a m i i t ng khch Th, k c trong nh ng d p l h i, s ki n l n c a thnh ph . TP C n Th c trn 120 doanh nghi p ang kinh doanh xu t nh p kh u, c quan h giao thng v i hn 90 qu c gia trn th gi i. Cc m t hng xu t kh u c th m nh c a C n Th l th y - h i s n ch bi n (tm, c cc lo i), g o, tri cy, rau qu , giy, dp da, may m c, v hng th cng m ngh ; cc m t hng nh p kh u ch y u l cc lo i my mc thi t b , hng tiu dng v nguyn li u ph c v s n xu t, xng d u, phn bn, ha ch t, nguyn li u d c, nng d c. Thnh ph ang y m nh pht tri n thng m i - d ch v thnh ph tr thnh trung tm thng m i - d ch v c a vng Th v i th tr ng cc t nh vng BSCL; g n th tr ng C n y
BSCL, cc thnh ph l n, vng kinh t tr ng
i m pha Nam, c n c v cc n c trong khu v c; th c hi n chi n l c m nh xu t kh u, m r ng th tr ng trong n c i i v i h i nh p qu c t . M c d n n kinh t thnh ph lin t c nh ng thnh t u tt c
tng tr ng cao nhng a
t c trong b n nm qua v n ch pht huy ng th m nh
c a thnh ph , cha c bi n php khai thc hi u qu cc ti m nng c a
phng, v nhi u m t cha th hi n c vai tr c a m t thnh ph trung tm, ng l c pht tri n c a vng, ch t l ng tng tru ng cha cao, thi u v ng ch c. N n kinh t qui m nh , cng nghi p ha, hi n Cng tc quy ho ch qu n l th , h u hi u trong gi i quy t v n i ha, th ha cn th p, s c c nh tranh c a s n ph m v c n n kinh t nhn chung cn h n ch v y u km. t ai cn y u, th c hi n thi u kin quy t, a bn cn ch m, cha c cc gi i php tri n khai cc cng trnh tr ng i m trn
mi tr ng. TP.C n Th
4.1.2. Th c tr ng pht tri n c a h th ng siu th 4.1.2.1. Quy m v v tr
GVHD: L Tr n Thin
36
SVTH: Lm Ph c Thu n
TP C n Th
So v i cc thnh ph l n trn c n c, siu th i kh mu n. mua s m t ch n u tin xu t hi n C n Th, tnh a bn.
thnh ph C n Th ra ng d i m hnh
i tin phong l siu th Citimart, siu th ho t
n nay c thm 4 thng
hi u siu th n i ti ng c m t trn Siu th Citimart C n Th
Siu th Citimart ( t d i s ng Hng) t a l c ta nh 4 t ng, t ng di n tch ln m lo i hnh bn l hi n th i
i u hnh c a Cng Ty TNHH TMDV
ng Nguy n Tri, Qu n Ninh Ki u. V i quy m l m t n 6.500m2, Citimart tr thnh m t trong BSCL vo th i i m
nh ng trung tm thng m i, mua s m l n nh t khu v c
C n Th v n cha pht tri n. D a vo nh ng u
y, Citimart g t hi c kh nhi u thnh cng trong vi c kinh doanh bn u, khng gip Citimart tr v ng t i th tr ng TP C n Th, u m c ln t i y v i quy m v v tr kinh doanh l n hn chnh l m t trong nh ng nguyn nhn chnh khi n tnh
l t i th tr ng TP C n Th ang thi u v ng cc siu th . Tuy nhin l i th c a m t ng i i khi cc siu th l n Citimart r t nhi u. ngng ho t
hnh kinh doanh c a Citimart ngy cng i xu ng v hi n nay siu th ny ph i ng, gi i phng m t b ng cho thu. i t i TP C n Th l Coopmart (siu th lin doanh gi a c xy d ng sau, tuy nhin cho n th i Siu th Coopmart C n Th Siu th th 2 ra Cng ty Thng nghi p C n Th v Saigon Co-op mart) vo thng 4 nm 2003. So v i Citimart, Coopmart l siu th tr ng C n Th chi m n p i m ny Coopmart c xem l siu th kinh doanh thnh cng nh t t i th o th ph n bn l t i trn th tr ng C n Th. M t trong nh ng nguyn nhn khi n Coopmart kinh doanh thnh cng v tr v ng t i C n Th l do quy m v v tr c a siu th ny c nhi u chuyn gia nh gi v cng c ng chnh l th Coopmart a. S h u di n tch m t b ng kinh doanh 8.500m2, m t v tr ny siu C n Th. tr t hai l u, v quan tr ng hn c l vi c s h u ba m t ti n h ng v ba tr c i l Ha Bnh, Ng Quy n, Ng Vn S . kh g n a i m du l ch B n Ninh Ki u n i ti ng
Nh v y Coopmart khng nh ng l
a i m mua s m tin c y c a ng i dn TP
C n Th m cn l ni tham quan mua s m c a du khch th p phng.
GVHD: L Tr n Thin
37
SVTH: Lm Ph c Thu n
TP C n Th
B ng 4.2: S
L NG SIU TH KINH DOANH T NG H P TRN TP C N TH HI N NAY a i m An C Hng L i Ci Kh Hng L i Nm ho t ng 2004 2004 2006 2006 DT (m2) 4.500 28.942 2.600 2.000 DTXD (m2) 8.500 9.060 12.000 8.500 DTKD (m2) 8.500 9.060 12.000 8.500
A BN V n DTXD (tri u ng) 35.000 240.000 30.000 30.000
Siu th Coopmart Metro Maximark Vinatex
Ngu n: T ng h p cc trang web c a cc siu th
Siu th Metro Cash & Carry C n Th Siu th th 3 kinh doanh t i TP C n Th l Metro Hng L i. So v i siu th i tr c, Metro l m t t p on n c ngoi vo Vi t Nam kinh doanh ch t nm 2002 v chnh th c c m t t i C n Th vo ngy 23 thng 12 nm 2004. Tuy nhin siu th ny cng t o ra c s khc bi t trong kinh doanh c a mnh. Vi c t a l c t i qu c l 91B, g n hai khu dn c l n KDC Metro, KDC 91B t o cho Metro m t l i th nh t di n tch m t b ng ln TP C n Th nh nh, bn c nh v i y.
n 9.060 m2, c u trc xy d ng theo h th ng cc kho bi
v cng r ng l n, t o cho khch hng c m gic tho i mi khi mua s m Siu th Maximark C n Th
S pht tri n nhanh chng c a th tr ng bn l t i TP C n Th thu ht c r t nhi u nh ngo i l . u t v Cng ty C ph n u t An Phong cng khng c thnh l p t nm 1992, b t u chuy n h ng kinh doanh theo
hnh th c siu th t nm 1995, cng ty ny kinh doanh thnh cng t i TP H Ch Minh, Khnh Ha, Thi Nguyn v i h th ng siu th mang tn Maximark. C m t t i th tr ng C n Th vo thng 4 nm 2006, Maximark tr thnh th c nh tranh m nh m v i cc siu th i TP C n Th. So v i cc siu th khc
t i C n Th th quy m, di n tch c a Maximark khng h thua km (12.000 m2). Bn c nh siu th ny l i s h u hai m t ti n c a ng Cch M ng Thng Tm v Hng Vng. v i cc siu th y l l i th khng nh c a siu th trong vi c c nh tranh a bn TP C n Th. C n Th l Vinatex. B t u cng vi c kinh doanh
Siu th Vinatex C n Th Siu th th 4 c m t t i C n Th t 22 thng 7 nm 2006 v i quy m 5 t ng, t ng di n tch 8.500m2. V v tr c a Vinatex khng th t s thu n ti n ( ng 30/4), nhng l i n m trn
TP C n Th
a bn ng dn c sinh s ng. V v y siu th ny t n t i v kinh doanh ngy cng pht tri n t i th tr ng C n Th. 4.1.2.2. Tnh hnh kinh doanh c a cc siu th t i TP C n Th Phng chm kinh doanh Siu th Coopmart c mang c i m l thn thi n, g n gi v i khch hng, n cho khch hng s ti n l i, v i phng chm Hng ha ch t l ng,
gi c ph i chng, ph c v n c n. Coopmart lun quan tm chm sc khch hng thng qua chng trnh Khch hng thn thi t - thnh vin cng v i d ch v khch hng phong ph. ng th i siu th cng lun ng hnh v i cc nh cung c p trong n c qua chng trnh Hng Vi t Nam Ch t L ng cao, nh t l gp ph n bnh n gi trong nh ng giai o n cao i m. Chnh nh ng s n l c gip Coopmart tr thnh Ni mua s m ng tin c y, b n c a m i nh. Trong khi , Metro xc nghi p". nh r nhm khch hng m c tiu c a mnh i tc chuyn nghi p c a doanh n l cc doanh nghi p, nh qua phng chm kinh doanh: "Metro l
i t ng khch hng m Metro nh m
bn l , cc c quan, b nh vi n, tr ng h c... Tuy nhin, siu th ny cng by bn kh nhi u m t hng du i hnh th c bn l nh: hng may m c, th c ph m, hng i n t , hng gia d ng,... Nh v y Metro l siu th kinh doanh theo c hnh th c bn s v bn l . V i phng chm Chm sc b n t ng ng kim mi ch , Vinatex siu th tr c thu c T p on d t may Vi t Nam bn 100% hng d t may Vi t Nam ch t l ng cao, nh h ng m t hng ch l c nh h ng m u m, h ng l nhm hng d t may. Bn c nh ngnh hng tiu dng, cc siu th Vinatex s d n tiu dng cho ng i dn, ph i h p lin k t ch t ch v i nh s n xu t Vi t Nam. Vinatex lun t ng b c hon thi n mnh, lun quan tm chm sc khch hng, t o s tin t ng ng h v i ng i tiu dng. Tch c c th c hi n cc chng trnh bnh n th tr ng, xy d ng ch t l ng hng ha theo h ng thn thi n v i mi tr ng, s n ph m xanh, s ch cho ng i tiu dng. Trong i u ki n kinh t ngy cng pht tri n v nh n th c c nhu c u c a ng i tiu dng c n c ni mua s m l ch s , ti n l i, tho i mi v hi n siu th Maximark l siu th kinh doanh t ng h p v i s i, a d ng cc m t hng.
Trong , ch y u l cc m t hng cao c p c a cc nh s n xu t trong v ngoi

TP C n Th
n c. Cc m t hng kinh doanh Hi n nay tr c vi c ng i tiu dng thay s m cng v i cu c v n ph m c ngu n g c n i i ph n no hnh vi mua ng Ng i Vi t u tin dng hng Vi t, th cc s n a l i c khch hng ch tr ng khi mua s m. Cng u by bn cc lo i hng n i chi m s n 80%. N u s l ng hng n i c a Coopmart n 70% - 80%.
TP C N TH Khu gi i tr C Khng C Khng
v l do m ph n l n cc siu th l ng trung bnh chi m t 60% chi m 100% v n
n 90% t ng s hng ha by bn trong siu th , th Metro (siu th c u t n c ngoi) s l ng hng Vi t cng chi m
B ng 4.3: TNH HNH KINH DOANH C A CC SIU TH Tn siu th Coopmart Metro Maximark Vinatex S m t hng 25.000 25.000 28.000 30.000 Nhn hng ring 200 700 200 150 L t khch trong ngy 10.000 5.000 3.500 4.000
(Ngu n: S Cng Thng TP C n Th)
T nm 2003, Coopmart xy d ng k ho ch pht tri n hng nhn ring, n nay Coopmart c kho ng 200 s n ph m hng nhn ring. Ngoi n u nm nhn hi u th i trang SGC, th m nh hng nhn ring c a Coopmart ph i k l cc lo i th c ph m ch bi n nh ch gi, c vin Coopmart. T 2011
n nay, Coopmart tung ra th tr ng thm nhi u dng s n ph m m i
nh: khn gi y Napkin; n c r a chn v n c gi t Coopmart... T i Siu th Coopmart c cc chng trnh u i khch hng nh a hng v nng thn cc huy n ngo i thnh TP C n Th m i thng 1 l n, h ng ng chi n d ch ma h xanh k t h p v i th c hi n Cu c v n thng 8-2010. Siu th Metro Hng L i l m t trong nh ng siu th hng nng s n th c ph m ti s ng c a nng dn vng c ng i tiu dng tn nhi m v gi gi kh n cung c p u tiu th BSCL, tr c y c nh. Metro k t h p v i nh ng a hng Vi t v nng thn
ng i tiu dng tn nhi m v ch t l ng v cn ng tr ng l ng, nay cng c m c gi r nh t c th . Metro Cash & Carry cng a ra cc s n
ph m mang thng hi u ring v cng l n v s h u nhi u hng nhn ring nh t hi n nay nh: Aro y u (v i 500 m t hng th c ph m v 200 phi th c
TP C n Th
ph m), Fine Food, Fine Dreaming.... Hi n t i, hng nhn ring c a Metro c m t h u h t cc ngnh hng t th c ph m, ha m ph m n dng nh b p, thi t b vn phng, may m c... Trong xu th kinh doanh cc nhn hng c a cc siu th t i TP C n Th th Vinatex v Maximark cng khng th ng ngoi cu c. Vinatex v i l i th l m t t p on d t may nn cc s n ph m th i trang v i cc nhn hng mang thng hi u Vinatex Fashion thu ht c s ch c a ng i tiu dng. Siu th cng t hng cc nh s n xu t s l ng l n v i ch t li u v i, m u i v i Maximark, cc m c thi t k ring theo yu c u c a Vinatex. Cn l nh ch bi n s n Khch hng Hng ngy Coopmart n hn 10.000 l t khch s m t i y, cha k n cc d p l t t, khch hng n tham quan mua n Coopmart tham quan n nay.
nhn hng ring n i ti ng c a siu th ny l cc m t hng th c ph m kh, ng
mua s m lun trong tnh tr ng qu t i, v v y cha bao gi Coopmart ri vo tnh tr ng v ng khch t th i i m khai trng kinh doanh cho N u nh Coopmart c khch hng m c tiu l nh ng ng i c gia nh, Metro l a ch n cc t ch c l khch hng m c tiu cho mnh th Vinatex l i nh m n i t ng nhn vin vn phng, cng nhn vin trong cc doanh i t ng ny a ph n u n nghi p, cng nhn hay nh ng ng i bun bn. Cc Vinatex cng m c trung bnh tr ln. V n
c thu nh p t trung bnh tr ln v v y m c chi tiu c a h khi mua s m t i ny nh h ng tr c ti p vi c l a ch n cc ch ng lo i hng ha, thng hi u cng nh cch by tr cng ph i th t s ph h p. Khc h n v i cc siu th cn l i trn th tr ng C n Th, Maximark nh vo phn khc khch hng c thu nh p cao v khch n c ngoi. V v y cc s n ph m by bn trong siu th ny a ph n l cc s n ph m cao c p, c ch t l ng cao, cc hng ha nh p kh u c thng hi u n i ti ng. Khu gi i tr Trong b n siu th l n nh t hng. M t c i mn ib c TP C n Th th ch c Coopmart v Maximark l c m t khu ring bi t dnh cho vi c vui chi gi i tr c a khch cc khu vui chi gi i tr ny khng n thu n ph c
GVHD: L Tr n Thin
TP C n Th
v cho cc
i t ng thanh thi u nin, khch hng tr tu i m cn dnh cho cc ng m t siu th Coopmart nhn chung p ng c nhu c u c a
i t ng ph huynh vui chi cng con ci, gia nh sau nh ng gi lao nh c. Khu gi i tr
khch hng khi c b tr g n khu ph c v n u ng, t t ng r t thu n ti n cho vi c vui chi gi i tr c a khch hng. Tuy nhin khu gi i tr c a Coopmart C n Th l kh nh so v i quy m c a siu th cng nh khch hng. Cc tr chi cha c s kh i m i, t a d ng, t c p nh t cc tr chi ph bi n hi n nay, ph l i c (theo nh n xt c a nhi u khch hng). Bn c nh kh nng p ng
khch hng vo cc gi cao i m nh l , T t, cu i tu nv n cn th p. Trong khi Khu gi i tr c a Maximark c ph n nh n hn Coopmart v di n tch, nhng s l ng tr chi, th lo i tr chi l i kh tng ph c v n u ng cho khch hng. Nhn chung, c 4 siu th kinh doanh t ng h p v TP C n Th hi n nay tt i u c quy m l n, thng hi u pht tri n l n m nh trong ph m vi c n c u c x p vo cc siu th h ng I. V tr c a cc siu th ny c nh ng a i m thu n ti n, t p trung ng dn c nn p ng c nhu c u TP C n Th m c hai siu ng v i Coopmart. Ngoi ra cng gi ng nh Coopmart, Khu gi i tr c a Maximark cng c b tr g n qu y hng
mua s m ngy cng tng c a ng i tiu dng khng ch
nh ng t nh ln c n. Trong , ch c Coopmart v Maximark l c m t khu ring bi t dnh cho vi c vui chi gi i tr c a khch hng. Khu gi i tr th ny nhn chung p ng c nhu c u c a khch hng, tuy nhin quy m khu gi i tr c a Coopmart C n Th l kh nh so v i quy m c a siu th , cc tr chi cha c s i m i. Bn c nh kh nng p ng khch hng vo cc HI LNG C A KHCH HNG KHI THAM TP C N TH i t ng nghin c u tu i v gi i tnh gi cao i m nh l , T t, cu i tu nv n cn th p. 4.2. NH GI M C 4.2.1. Thng tin v QUAN MUA S M T I CC SIU TH 4.2.1.1. Thng tin v
Trong 569 m u nghin c u th c 369 l n (kho ng 65%), v thng th ng ng i ph n l ng i n i tr trong gia nh, do nhu c u mua s m c a ph n lun cao hn nam gi i, c bi t l i v i cc m t hng tiu dng. Tuy nhin, t l nam gi i th ng xuyn i siu th chi m t l khng nh
TP C n Th
(35%), i u ny ch ng t lo i hnh bn l hi n hng nam n mua s m.

B ng 4.4: C C U M U I U TRA V
i ny ngy cng thu ht khch

TU I THEO T NG T ng T ns 91 310 81 87 569 T n su t (%) 16,0 54,5 14,2 15,3 100
NHM GI I TNH Gi i tnh Nam N T n su t T n su t T ns T ns (%) (%) 35 17,5 56 15,2 117 58,5 193 52,3 23 11,5 58 15,7 25 12,5 62 16,8 200 100 369 100
Tu i < 22 22 -35 36 45 > 45 T ng
(Ngu n: K t qu x l s li u i u tra th c t nm 2011)
S ph n l n
p vin c tr i tu i 22
cc
tu i, trong chi m t l cao nh t l tu i ny nh v c gia nh nn
nhm ng i trong nhu c u i siu th
n 35 (54,5%). Nh ng ng i trong
u l nh ng ng i c cng n vi c lm n mua s m r t cao.
4.2.1.2. Thng tin v tnh tr ng hn nhn v thu nh p gia nh

B ng 4.5: TNH TR NG HN NHN V THU NH P GIA NH C A KHCH HNG < 2 tri u T n T n su t s (%) 13 92,9 1 0 0 14 7,1 0 0 100 Thu nh p gia nh T ng 2 5 tri u 5 10 tri u > 10 tri u T n T n T n T n T n su t T n T n T n s su t su t su t (%) s s s (%) (%) (%) 132 77,2 108 45,8 60 40,5 313 55,0 7 13 19 171 4,1 7,6 11,1 100 30 58 40 236 12,7 24,6 16,9 100 12 38 38 148 8,1 25,7 25,7 100 50 109 97 569 8,8 19,2 17,0 100
Tnh tr ng hn nhn c thn l p gia nh cha c con l p gia nh c con nh l p gia nh c con tr ng thnh T ng
V ph n l n p vin thu c nhm
tu i 22 - 35 nn s ng i cn
thn chi m t l l n (55%), ti p theo l nhm ng i l p gia nh v c con nh (19,2%). Tuy nhin, tc gi cng ph ng v n c kh nhi u khch hng l n tu i v a s h c gia nh, con tr ng thnh (97 ng i). i t ng nghin c u l kh a d ng,
SVTH: Lm Ph c Thu n
M c thu nh p gia nh c a cc
TP C n Th
trong m c thu nh p ph bi n l 5-10 tri u, s khch hng c thu nh p gia nh m c th p r t t (2,4%). Nh v y 4.2.1.3. Thng tin v trnh i t ng khch hng chnh mua s m m c trung bnh tr ln. h cv n cc siu th l nh ng ng i c thu nh p gia nh
Hnh 4.1: TRNH
VN HA C A
I T NG NGHIN C U
V i tiu ch trnh cao nh t l nhm trnh cao
vn ha, nhm ng,
i t ng nghin c u chi m t l n 66,8%. Nhm ph thng i h c chi m 6,3%.
i h c chi m
chi m 18,5%, trung c p chi m 8,4% v t nh t l sau 4.2.1.4. Thng tin v ngh nghi p
Hnh 4.2: NGH NGHI P C A
I T NG NGHIN C U
Ngh nghi p c a ngh nghi p th ba
i t ng nghin c u cng kh a d ng. V i tiu ch
i t ng chi m t l cao nh t l n l c l Cng ch c vin

GVHD: L Tr n Thin
TP C n Th
ch c chi m 25%; H c sinh, sinh vin chi m 21%; Nhn vin vn phng chi m 18%. Cc Lao chi m i t ng cn l i l n l t N i tr chi m 7%; Bun bn nh chi m 5%; ng ph thng chi m 4%; V hu chi m 3% v cc ngh nghi p khc n 17%. hi lng c a khch hng hi lng c a i l ng K t qu th ng k trong 6 thang o s hi lng c a khch hng khi mua s m cc siu th t i TP C n Th, cho bi t ki n chung v m c khch hng v i v i cc thnh ph n trong m i thang o, th hi n qua 4.2.2. nh gi m c
th ng k m t , bao g m: Gi tr trung bnh o l ng khuynh h ng t p trung l ch chu n ( o l ng phn tn). Cc bi n quan st c cho i m l n i cho n hon ton ng . u n mua s m t i cc siu th nh t l 5, tng ng v i hon ton ph n
Qua phn tch, hi n t i a s khch hng
nh gi cao v ch t l ng hng ha. Tiu ch c khch hng nh gi cao nh t trong thnh ph n ch t l ng hng ha l tiu ch Hng ha c nhn mc v ngu n g c xu t x r rng. ch tr ng Thnh ph n Thi i u ny ch ng t cc siu th t i TP C n Th r t n ngu n g c xu t x hng ha by bn trong siu th c a mnh. ph c v c a nhn vin l m t thnh ph n r t quan i v i cc siu th . Qua k t c nh gi cao nh t nm c th hi n
tr ng trong vi c nh gi s hi lng c a khch hng m c kh. Tiu ch nhn vin n m c g n gng, l ch s v i 4,07 i m. s chuyn nghi p, l ch thi p c a nhn vin.
qu phn tch, m c i m m khch hng nh gi nhn vin t i cc siu th l i u ny ch ng t cc siu th r t ch tr ng
Cng nh cc thnh ph n trn cc y u t c a thnh ph n C s v t ch t cng c khch hng nh gi kh cao. Tuy nhin tiu ch CSVC06 Khu v c nh v sinh r ng ri s ch s c s ch t l ng. Cc tiu ch cn l i c s ng nhau. i m trung bnh c a cc tiu ch trong thang o gi c hng nh gi mua s m m c trung bnh kh. cc siu th t quan n gi c hng ha c by bn
45
i m kh th p so v i cc tiu ch cn l i. cc siu th c s chnh l ch v m c cao, i m tng ng nhau v
i u ny ch ng t y u t khu v c nh v sinh
nh v y cc tiu ch y c cc siu th th c hi n t t v c nh ng i m tng c khch y.
i u ny cho th y cc khch hng khi
GVHD: L Tr n Thin
SVTH: Lm Ph c Thu n
TP C n Th
B ng 4.6: K T QU TH NG K CC BI N NH H NG LNG C A KHCH HNG

Thang o Tn bi n CLHH01 CH T CLHH02 L NG CLHH03 HNG HA CLHH04 CLHH05 TDNV01 THI TDNV02 TDNV03 NHN VIN TDNV04 TDNV05 CSVC01 C S V T CH T CSVC02 CSVC03 CSVC04 CSVC05 CSVC06 GIA01 GI GIA02 GIA03 CHNG TRNH KHUY N M I D CH V H TR DVHT01 DVHT02 Siu th c nhi u d ch v h tr khch hng: giao hng, gi qu mi n ph Cc d ch v h tr c a siu th c th c hi n r t t t CTKM01 CTKM02 Di n gi i Hng ha a d ng cho khch hng ch n l a Hng ha m b o ng h n s d ng v t tiu chu n VSATTP Hng ha c nhn mc v ngu n g c xu t x r rang Hng ha by bn trong siu th l nh ng hng ha c ch t l ng t t Siu th c nhi u m t hng m i Nhn vin c a siu th lun s n sng ph c v khch hng Nhn vin c a siu th nhanh nh n Nhn vin c a siu th gi i p t n tnh cc th c m c c a khch hng Nhn vin c a siu th than thi n, vui v Nhn vin c a siu th n m c g n gng, l ch s
NS
HI
Trung bnh 4,04 4,06 4,14 3,70 3,70
l ch chu n 0,78 0,66 0,66 0,73 0,79
3,66 3,45 3,52 3,49 4,07
0,82 0,79 0,81 0,79 0,64 1,05 0,80 0,69 0,71 0,70 0,92 0,93 0,89 0,74 0,85
Bi gi xe r ng ri 3,86 Khng gian bn trong siu th r ng ri v khang trang Khu v c mua s m s ch s , thong mt Cc qu y, k , t c thi t k thu n ti n 3,97 m thanh, nh sng trong siu th r t t t 4,04 Khu v c nh v sinh r ng ri s ch s 3,56 Gi c hng ha khc Gi c hng ha siu th A r hn cc siu th 3,29 siu th A tng ng ch 2,95 Gi c hng ha siu th A tng x ng v i ch t lng Siu th c nhi u chng trnh khuy n mi Cc chng trnh khuy n mi c a siu th h p d n 3,61 3,69 3,99 4,08
3,48 3,45 3,39
0,82 0,88 0,81
GVHD: L Tr n Thin
46
SVTH: Lm Ph c Thu n
TP C n Th
M t trong nh ng y u t thu ht khch hng gi a vo m hnh nghin c u. V s
n v i cc siu th l cc i v i cc
chng trnh khuy n mi. V v y thang o Chng trnh khuy n mi c tc nh gi c a khch hng siu th t i TP C n Th l kh, ch ng t cc siu th chng trnh khuy n mi thu ht khch hng y cng tri n khai nhi u
n v i siu th c a mnh.
Cng tng t nh thnh ph n Chng trnh khuy n mi, thnh ph n D ch v h tr khch hng cng c cc siu th quan tm trong vi c gi chn khch hng c a mnh. Tuy nhin m c i m m cc tiu ch c a thnh ph n ny t c ch m c kh. i u ny ch ng t , cn c s chnh l ch trong ch t l ng d ch v h tr c a cc siu th t i TP C n Th. Trong b n siu th th ch c Coopmart v Metro c d ch v h tr khch hng v n chuy n hng ha cn Vinatex v Maximark th khng. Bn c nh Cc d ch v h tr khc nh gi qu, t ng ph m c cc siu th th c hi n khng th ng xuyn a ph n t p trung vo cc d p l t t. V v y m c t c a thang o ny l khng cao.
B ng 4.7: K T QU TH NG K CC BI N S KHCH HNG Tn bi n Di n gi i Nhn chung, anh/ch c hi lng khi tham quan, mua s m t i siu th A khng? L n sau n u c nhu c u mua s m, anh/ch c ch n siu th A n a khng? Anh/ch c s n lng gi i thi u ng i quen A mua s m khng?
hi lng c a khch hng
i v i cc y u
HI LNG C A
Trung bnh 3,90
l ch chu n 0,58
SHL01
SHL02
3,80
0,63
SHL03
n siu th
3,75
0,69
Nhn chung m c i m trung bnh c a cc bi n trong thang o S hi lng i u m c kh. Trong y u t quan tr ng nh gi s hi lng c a khch t 3,90 i m, ch ng t m c hi lng c a khch hng khi m c kh. Cn v i m c i m c a hai y u hng SHL01
tham quan mua s m t i cc siu th l
t SHL02, SHL03 c khch hng cho i m th p hn SHL01, nn kh nng quay l i siu th mua s m khi c nhu c u v kh nng gi i thi u siu th cho
TP C n Th
ng i quen l cha th t s cao. c ci nhn t ng th hn v s hi lng c a khch hng, chng ta xem xt hnh 4.3 d i y.
Hnh 4.3: M C
HI LNG C A KHCH HNG KHI MUA S M SIU TH T I TP C N TH

(Ngu n: K t qu x l s li u i u tra nm 2011)
CC
Qua qu trnh phn tch v x l s li u, tc gi nh n th y m c lng c a khch hng khi mua s m khng hi lng cho
hi
cc siu th t i TP C n Th nhn chung l
kh cao. D a vo hnh 4.3, tc gi nh n th y s khch hng c ki n t r t n ki n trung l p ch c 16%. Trong khi s khch t n 75% trong t ng s khch hng c h i. t 9%. i u ny cho th y s hng hi lng khi mua s m hi lng c a khch hng trung thnh c a siu th . 4.2.3. Phn tch d li u nghin c u 4.2.3.1. Ki m a/ Ki m c a khch hng. ki m tra m t cch chnh xc cng nh th ng k v m c ch c a cc m c h i trong thang o nh gi m c tc gi ti n hnh ki m o nh tin c y c a cc thang o nh cc thang o cho th y h s Alpha c a cc thang K t qu ki m ch t hi lng c a khch hng, nh thang o nh cc thang o y u t nh h ng n s hi lng
Tuy nhin s khch hng hon ton hi lng ch c nh ng chnh sch thu ht cc khch hng
i v i cc siu th l cha cao, do cc siu th c n h tr thnh nh ng khch hng
u l n hn 0,6; tr thang o Gi c , v v y t t cc cc y u t c a thang o
ny s b lo i. Ngoi ra bi n TDNV05 c h s Alpha khi lo i bi n (0,8726) l n

TP C n Th
hn h s Alpha c a thang o Thi nhn vin (0,8550), nn bi n ny cng b lo i.

B ng 4.8: K T QU KI M Thang o Ch t l ng hng ha Y ut NH CC THANG O H s Alpha c a thang o H s tng H s Alpha quan bi n n u lo i bi n t ng 0,4883 0,6447 0,5401 0,6272 0,4501 0,6614 0,4216 0,6725 0,4213 0,6751 0,7295 0,8085 0,6899 0,8194 0,7442 0,8043 0,7293 0,8087 0,4534 0,8726 0,5108 0,7967 0,6738 0,7491 0,6903 0,7522 0,5666 0,7750 0,5244 0,7835 0,5012 0,7911 0,3828 0,4082 0,3499 0,4619 0,3527 0,4640 0,5779 . 0,5779 0,6692 0,6692 . . .
CLHH01 CLHH02 CLHH03 CLHH04 CLHH05 TDNV01 TDNV02 Thi nhn TDNV03 vin TDNV04 TDNV05 CSVC01 CSVC02 CSVC03 C s v t ch t CSVC04 CSVC05 CSVC06 GIA01 Gi c GIA02 GIA03 Chng CTKM01 trnh khuy n CTKM02 mi DVHT01 D ch v h tr DVHT02
0,7048
0,8550
0,8047
0,5477
0,7322
0,7996
b/ Ki m
nh thang o S hi lng c a khch hng
H s Alpha c a thang o S hi lng c a khch hng 0,7944 th a i u ki n 0,6 < Alpha < 1, v v y thang o ny l t t. Ngoi ra trong thang o ny h s tng qua bi n t ng (Corrected Item - Total Correlation) c a cc bi n l n hn 0,3 v h s Alpha khi lo i bi n (Alpha if Item Deleted) SHL02 v SHL03 c a thang o S hi lng c a khch hng s u u b hn h c phn tch
s Alpha c a thang o, nn khng c bi n no b lo i. Nh v y ba bi n SHL01,
GVHD: L Tr n Thin
49
SVTH: Lm Ph c Thu n
TP C n Th
nhn t ring khi mua s m
xc
nh gi tr c a bi n ph thu c ( s hi lng c a khch hng

NH THANG O
cc siu th t i TP C n Th)
B ng 4.9: K T QU KI M S Y ut SHL01 SHL02 SHL03 H s tng quan bi n t ng 0,6184 0,6602 0,6439 HI LNG C A KHCH HNG H s Alpha n u lo i bi n 0,7437 0,6954 0,7189 H s Alpha c a thang o
0,7944
4.2.3.2. Phn tch nhn t a/ Phn tch nhn t cc bi n nh h ng khch hng. Sau khi rt c 19 bi n t b c ki m qu sau cc vng v i cc ki m
B ng 4.10: KI M
n s hi lng c a
nh thang o tc tc gi
ti n hnh phn tch nhn t b ng ph n m m SPSS 11.5 Factor Analysis cho k t nh c m b o.

NH NH KMO V BARTLETT C A CC NHN T H NG T I S HI LNG Kaiser-Meyer-Olkin Measure of Sampling 0,810 Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square Df Sig. 3218.965 105 0,000
H s KMO c a ki m t cc bi n tc gi
nh s ph h p c a m hnh( Kaiser t 0,810 (0,5<KMO<1) , ch ng
Meyer Olkin measure of sampling adequacy) ph h p v i cc gi thuy t Ti p theo ki m ra.
a vo phn tch nhn t l c ngha v m hnh phn tch nh tng quan bi n (Bartlett's Test of Sphericity)
c Sig = 0 <0,05. i u ny ch ng t gi thuy t H0 (cc bi n khng c tng quan v i nhau) b bc b v cc bi n c tng quan v i nhau, ph h p v i vi c phn tch nhn t . Qua hai ki m y ut nh h ng TP C n Th l ph h p.
nh trn ta th y vi c phn tch nhn t
i v i cc
n s hi lng c a khch hng khi mua s m t i cc siu th
TP C n Th
Tiu chu n ti p theo tch nhn t l xc
xc
nh cc bi n ph h p
a vo phn
nh h s t i nhn t c a cc bi n. Qu trnh ny c ti n n khi t t c h s t i nhn t c a cc bi n u tin h s t i nhn t c a 4 bi n
hnh b ng cch xt c t Extraction (h s t i nhn t ) c a b ng Communalities c a cc l n phn tch nhn t , cho u l n hn 0,5. l n phn tch nhn t CLHH04, CLHH05, CSVC05 v CSVC06 b hn 0,5, do 4 bi n ny s b lo i. Cc bi n cn l i c a vo l n phn tch nhn t ti p theo. Trong l n phn tch nhn t th hai, h s t i nhn t c a 15 bi n c gi l i sau l n phn tch nhn t u tin u l n hn 0,5 nn khng c bi n no b lo i. n tiu chu n Eigenvalue, c 4 nhn t ng Ti p theo tc gi xem xt
u c rt ra (4 nhn t c Eigenvalue >1), c ngha l c 4 nhn t tc
n s hi lng c a khch hng khi mua s m t i cc siu th . 11 nhn t c Eigenvalue < 1 b lo i v 4 nhn t trn gi i thch c 64,137% bi n thin c a d li u. Sau khi rt ra c 4 nhn t tc s tng ng v i 4 nhn t nhn t xc rt ra. ng n s hi lng c a khch hng khi mua s m t i TP C n Th, tc gi ti n hnh xem xt 15 bi n c a m hnh h tr cho vi c s p x p cc bi n vo t ng nhn t m t cch ph h p v chnh xc, tc gi d a vo b ng Ma tr n xoay nh cc bi n c a t ng nhn t .
B ng 4.11: MA TR N NHN T
Component 1 CLHH01 CLHH02 CLHH03 TDNV01 0,783 TDNV02 0,811 TDNV03 0,840 TDNV04 0,820 CSVC01 CSVC02 CSVC03 CSVC04 CTKM01 CTKM02 DVHT01 DVHT02 (Ngu n: K t qu x l s 2
SAU KHI XOAY

3 4 0,675 0,749 0,728
0,746 0,850 0,819 0,628 0,670 0,694 0,758 0,747 li u i u tra nm 2011)
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51
SVTH: Lm Ph c Thu n
TP C n Th
D a vo b ng ma tr n sau khi xoay nhn t , tc gi rt ra c cc nhn t nh b ng 4.12 d i y.

B ng: 4.12: DI N GI I CC NHN T C A KHCH HNG KHI MUA S M Nhn t X1 Tn bi n TDNV01 TDNV02 TDNV03 TDNV04 CSVC01 CSVC02 CSVC03 CSVC04 CTKM01 CTKM02 DVHT01 DVHT02 CLHH01 CLHH02 CLHH03 NH H NG T I S HI LNG Tn nhn t c rt ra Thi nhn vin CC SIU TH T I TP C N TH
Di n gi i Nhn vin siu th lun s n sng ph c v khch hng Nhn vin c a siu th nhanh nh n Nhn vin c a siu th gi i p t n tnh cc th c m c c a khch hng Nhn vin c a siu th than thi n vui v Bi gi xe r ng ri Khng gian bn trong siu th r ng ri v khang trang Khu v c mua s m s ch s , thong mt Cc qu y, k , t c thi t k thu n ti n Siu th c nhi u chng trnh khuy n mi Chng trnh khuy n mi c a siu th h p d n Siu th c nhi u d ch v h tr khch hng Cc d ch v h tr c a siu th c th c hi n t t Hng ha a d ng cho khch hng ch n l a Hng ha m b o ng h n s d ng v t tiu chu n VSATTP Hng ha c nhn mc v ngu n g c xu t x r rng
X2
C s v t ch t Chng trnh khuy n mi v d ch v h tr Ch t l ng hng ha
X3
X4
b/ Phn tch nhn t thang o S hi lng c a khch hng

B ng 4.13: K T QU KI M NH KMO V BARTLETT'S TEST C A THANG O S HI LNG C A KHCH HNG Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. ChiSquare Df Sig. 0,708 520,991 3 0,000
H s KMO c a ki m t cc bi n tc gi Ki m <0,05.
nh s
ph h p c a m hnh( Kaiser t 0,708 (0,5<KMO<1) , ch ng
Meyer Olkin measure of sampling adequacy) ph h p v i cc gi thuy t ra.
a vo phn tch nhn t l c ngha v m hnh phn tch nh tng quan bi n (Bartlett's Test of Sphericity) c Sig = 0
i u ny ch ng t gi thuy t H0 (cc bi n khng c tng quan v i nhau)
GVHD: L Tr n Thin
52
SVTH: Lm Ph c Thu n
TP C n Th
b bc b v cc bi n c tng quan v i nhau, ph h p v i vi c phn tch nhn t . H s t i nhn t (Extraction) c a cc bi n trong thang o s hi lng c a khch hng
B ng 4.14: H S
u > 0,5 do khng c bi n no b lo i.

HI LNG
T I NHN T C A CC BI N O L NG S C A KHCH HNG Y ut SHL01 SHL02 SHL03 Phng sai H s t i nhn chu n ha t 1,000 0,688 1,000 0,732 1,000 0,714
K t qu phn tch nhn t cho thang o S hi lng c a khch hng ng nh k v ng c a tc gi , khi ba bi n SHL01, SHL02, SHL03 c gom l i thnh 1 nhn t duy nh t lm gi tr cho bi n ph thu c Y (S hi lng c a khch hng khi mua s m cc siu th t i TP C n Th) ng n s hi lng (bi n Y) c a 4.2.3.3. Phn tch h i quy a bi n Sau khi rt ra c 4 nhn t tc khch hng, tc gi ti n hnh ch y h i quy a bi n v i b n bi n (X1, X2, X3, X4) ny v k t h p v i cc bi n gi (nhn kh u h c) nh m lm tng s gi i thch c a bi n Y.
B ng 4.15: CC BI N Bi n X1 X2 X3 X4 TUOI TTHN TNGD TDVH cl p C L P A VO PHN TCH H I QUY Di n gi i Thi nhn vin C s v t ch t Chng trnh khuy n mi & D ch v h tr khch hng Ch t l ng hng ha Bi n gi : Nh n gi tr 1 n u tu i c a khch hng t 35 tr xu ng, nh n gi tr 0 n u tu i c a khch hng trn 35 Bi n gi : Nh n gi tr 1 n u khch hng l nh ng ng i c th n, nh n gi tr 0 n u khch hng l p gia nh. Bi n gi : Nh n gi tr 1 n u TNGD c a khch hng t 5 tri u tr xu ng, nh n gi tr 0 n u TNGD trn 5 tri u Bi n gi : Nh n gi 1 n u TDVH c a khch hng m c Ph th ng, nh n gi tr 0 n u TDVH trn m c Ph thng
K t qu ch y h i quy a bi n nh sau:
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53
SVTH: Lm Ph c Thu n
TP C n Th
B ng 4.16: K T QU H I QUY A BI N
Nhn t H ng s X1 X2 X3 X4 Tuoi TTHN TNGD TDVH S m u H s tng quan m u H s xc Gi tr ki m Gi tr F Durbin-Watson
2
H s b 0,046 0,255 0,225 0,251 0,283 0,047 -0,050 -0,207 0,085 569 0,72 0,513 0,000 24,645 1,984
Gi tr t 0,584 6,956 6,085 6,867 7,737 0,432 -0,494 -2,478 0,849
M c ngha P 0,560 0,000 0,000 0,000 0,000 0,666 0,622 0,014 0,396
H s phng i phng sai (VIF) 1,018 1,038 1,010 1,010 1,890 1,907 1,158 1,143
nh R
nh F (Sig F)
R = 0,513 (Adjusted R Square) c ngha l 51,3% s bi n thin c a Y
(S hi lng c a khch hng khi mua s m t i cc siu th c gi i thch t m i quan h tuy n tnh X1 Thi hng ha; TNGD Thu nh p gia nh; TDVH Trnh tu i v TTHN Tnh tr ng hn nhn c a khch hng. Gi tr F c a m hnh h i quy
TP C n Th) c th nhn vin; X2 C s vn ha; TUOI
v t ch t; X3 Chng trnh khuy n mi v D ch v h tr ; X4 Ch t l ng
t 24,645, gi tr Sig = 0,000, ch ng t
gi thuy t H0 b bc b v t n t i m i quan h tuy n tnh gi a bi n Y v i t nh t m t bi n trong cc bi n X1, X2, X3, X4, TNGD, TDVH, TUOI, TTHN. Nh v y hm h i quy chnh th c s c d ng nh sau: Y = 0,064 + 0,255*X1 + 0,225*X2 + 0,251*X3 + 0,283*X4 + 0,047*Tuoi 0,050*TTHN 0,207*TNGD + 0,085*TDVH ngha c a m hnh: D a vo h s B c a cc bi n cc bi n X1; X2; X3; X4 c m i quan h
c l p c a trong m hnh h i quy, ta th y ng bi n v i bi n ph thu c Y.

SVTH: Lm Ph c Thu n
TP C n Th
Gi tr Sig c a bi n Tuoi; TTHN; TDVH c s khc bi t v m c hn nhn v trnh Thi
u l n hn 0,05 nn ba bi n tin c y 95%) v khng tu i, tnh tr ng u b
ny khng c ngha gi i thch cho bi n Y (v i m c
hi lng gi a nh ng khch hng c
vn ha khc nhau. Cc bi n cn l i c gi tr Sig ng khng nh
hn 0,05 nn c ngha gi i thch cho Y. ph c v c a nhn vin tc n s hi lng c a nh, y u t khch hng. Trong i u ki n cc y u t khc trong m hnh c c v. Trong i u ki n cc y u t trong m hnh khng tng ln 1 n v s lm Y tng ln 0,225 n v . Chng trnh khuy n mi v D ch v h tr khch hng c a cc siu th (X3) tng ln 1 n v s lm s hi lng c a khch hng tng ln 0,251, v i i u ki n cc y u t khc trong m hnh c c Khi cc y u t Thi nh. Ch t l ng hng ha (X4) cng lm tng s hi lng c a khch hng, ph c v c a nhn vin; C s v t ch t; Chng trnh tu i; thu nh p gia nh; nh, ch t l ng hng vn ha c a khch hng l c khuy n mi v D ch v h tr , cng nh cc y u t tnh tr ng hn nhn; trnh i, X2 (C s v t ch t)
ny ( X1) tng ln 1 n v th s hi lng c a khch hng s tng ln 0,255 n
ha tng ln 1 n v s lm s hi lng c a khch tng ln 0,283 n v . Thu nh p gia nh cng nh h ng n s hi lng c a khch hng khi mua s m t i TP C n Th. Nh ng khch hng c m c thu nh p gia nh trn 5 tri u s c s hi lng cao hn nh ng khch hng c thu nh p gia nh d i 5 tri u 0,207 n v , trong i u ki n cc y u t khc khng ti n hng d tm cc vi ph m c n thi t. V n xem m hnh c vi ph m nh ng gi nh h ng l n Gi 0,6<0,72< 0,8. m nh v gi Gi nh lin h tuy n tnh t i u ny cho th y tng quan tuy n tnh c a m hnh h i quy l nh lin h tuy n tnh khng b vi ph m. nh phng sai c a sai s khng
55
i. kha c nh
tng c ng kh nng gi i thch v s chnh xc cho m hnh tc gi ny c xem xt nh quan tr ng hay khng v n u c th c
n ngha c a m hnh khng.
Trong b ng 4.16 ta th y h s tng quan m u R c a hm h i quy
i
SVTH: Lm Ph c Thu n
GVHD: L Tr n Thin
TP C n Th
Gi thuy t s thay ph n d v bi n
t ra cho ki m
nh tng quan h ng l Phng sai sai s
i, n u gi thuy t ny ng th h s tng quan h ng t ng th gi a c l p s khc 0. c l p l: H s Gi thuy t H0 cho ph n d (PHANDU) v i t ng bi n
tng quan h ng c a t ng th b ng khng. D a vo gi tr Sig c a ki m d v i t ng bi n X1, X2, X3, X4 thuy t H0. T c l gi Gi nh Spearman (ph l c 4) c a bi n ph n i khng b vi ph m. u l n hn 0,05 do khng th bc b gi
nh phng sai sai s khng
nh v phn ph i chu n c a ph n d
Ph n d c th khng tun theo phn ph i chu n v nh ng l do nh: s d ng sai m hnh, phng sai khng ph i l h ng s , s l ng ph n d nhi u khng phn tchV v y chng ta nn th c hi n nhi u cch kh o st khc t n s c a ph n d. nhau. M t cch kh o st n gi n nh t l xy d ng bi u
100
80
60
40
20 Std. Dev = 1.00 Mean = 0.00 0 N = 569.00
50 1.
50 2.
00 2.
00 1.
0 .5
00 0.
50 -.
0 .0 -1
0 .0 -2
0 .5 -2
0 .5 -1
0 .0 -3
Standardized Residual
chu n c ch ng ln bi u khng b vi ph m.
Std. Dev = b ng 1, ta k t lu n gi
GVHD: L Tr n Thin
0 .5 -3
Hnh 4.4: BI U
T NS
C A PH N D CHU N HA
D a vo hnh 4.4, chng ta nh n th y m t ng cong phn ph i t n s . V i trung bnh Mean = 0 v l ch chu n nh v phn ph i chu n c a ph n d d li u
56
SVTH: Lm Ph c Thu n
TP C n Th
Gi
nh v hi n t ng a c ng tuy n v t tng quan i phng sai (VIF) c a cc bi n trong b ng
D a vo h s phng bi n u b hn 10.
4.16, tc gi nh n th y khng c hi n t ng a c ng tuy n x y ra v VIF c a cc Trong b ng 4.16, h s Durbin Watson h i quy b i. 4.2.4. Ph n ng c a khch hng trong tr ng h p khng hi lng khi mua s m cc siu th t i TP C n Th t 1,984 (g n b ng 2), do n ngha c a m hnh
hi n t ng tng quan chu i b c nh t khng nh h ng
Hnh 4.5: PH N
NG C A KHCH HNG TRONG TR NG H P KHNG CC SIU TH T I TP C N TH
HI LNG KHI MUA S M
Ph n ng c a khch hng trong tr ng h p khng hi lng khi mua s m cc siu th t i TP C n Th l m t y u t quan tr ng c n xem xt. Hnh 4.5 l k t qu th ng k cc ph n ng c a khch hng. Trong , r t nhi u khch hng cho bi t n u khng hi lng i v i siu th th h s chuy n sang mua s m siu th khc v khng tr l i n a (33,1%), Ngoi ra, h cn d ng i quen khng i siu th tc ng tiu c c nh khuyn nh ng
n a (15,8%). Qua k t qu kh o st ta th y khi
khch hng khng hi lng h s ph n ng kh m nh v nh ng ph n ng ny s n tnh hnh kinh doanh c a siu th . B i v m t khch hng n nh ng khch hng khc nh ng i thn, b n
khng hi lng h s lan truy n

GVHD: L Tr n Thin
TP C n Th
b, nh v y, khng nh ng siu th b m t i nh ng khch hng hi n t i m c nh ng khch hng ti m nng. Do , vi c lm th no h i khch hng hi lng lun l m c tiu quan tr ng c a cc siu th . Tuy nhin, cc siu th v n cn c kh c ph c nh ng thi u st c a mnh v khng t khch hng (30,5%) cho h khng hi lng bi t h s ph n h i ki n v i siu th n u g p nh ng v n ph n ng g v ti p t c mua s m khch hng khng c ki n c khch hng i mua s m kinh doanh t ng h p siu th
trong qu trnh mua s m t i siu th . Ngoi ra, c t i 17,3% khch hng khng siu th d h khng hi lng. Trong s 17,3% n 43,2% n m trong tu i t 22 35, S a ph n thu c nhm tu i ny, h l nh ng
ng i c nhu c u mua s m cao hn cc nhm tu i khc. Trong khi s siu th C n Th ch c 4, trong tr ng h p khng hi lng th khch hng cng khng c nhi u l a ch n v ph i ti p t c mua s m. Ngoi ra cn c 25% khch hng thu c nhm tu i trn 45 khng c ki n g v i siu th v ti p t c mua s m. Trong khi nhm tu i t 36 45 chi m 19,7% v nhm tu i d i 22 l 12,1%. Bin c nh vi c th ng k nhm tu i c a khch hng khng c ki n, tc gi cn th ng k v gi i tnh c a nhm khch hng ny khi c 66,67% khch hng l n . i u ny cng d nh n ra khi n gi i lun l nh ng ng i th ng xuyn i mua s m t i cc siu th . Ngoi nh ng ph n ng c a khch hng trong tr ng h p khng hi lng v i cc siu th , tc gi cn ghi nh n kh nng quay l i siu th v gi i thi u ng i khc n mua s m t i siu th . Hai tiu ch ny c th hi n qua hnh 4.6.
Hnh 4.6: KH NNG QUAY L I SIU TH V GI I THI U SIU TH V I NG I KHC C A KHCH HNG
GVHD: L Tr n Thin
58
SVTH: Lm Ph c Thu n
TP C n Th
D a vo hnh 4.6, ta th y trong s cc khch hng c ph ng v n th c 66,6% khch hng s ch c ch n quay l i siu th mua s m. Khch hng cn th hi n s tin c y tuy t th m h khi c nhu c u. Tuy nhin ngoi hai mua s m khi c nhu c u. i c a mnh
n u
ny cho th y cc khch hng kh trung thnh v i siu th m mnh v ang i v i cc siu v ang mua s m qua 8,6% hon ton ch c ch n s quay l i siu th i t ng khch hng trn th v n cn t n t i
3,5% khch hng khng ch c ch n s quay l i siu th v 21,3% khch hng cha bi t s c quay l i hay khng. S l ng khch hng khng ch c ch n v trung l p chi m m t t tr ng khng nh (24,8%) trong s cc khch hng gi chn cc v khch c a mnh. Ngoi tiu ch kh nng quay l i siu th , hnh 4.6 cn th hi n kh nng gi i thi u siu th v i nh ng ng i quen c a h . hng ch c ch n s gi i thi u siu th m h ch tiu ny c n 68,9% khch v ang mua s m v i ng i khc. i s hon ton ch c tiu ch ny n mua s m cc siu th . V v y cc siu th c n c nh ng chi n l c kinh doanh ph h p
y l m t s l ng khch hng kh l n, h l nh ng ng i marketing mi n ph cho siu th . Bin c nh s l ng khch hng tuy t ch n gi i thi u siu th v i ng i quen c a h t 6,7%. Tuy nhin
v n cn t n t i 1,2% khch hng hon ton khng ch c ch n gi i thi u siu th v i ng i quen bi t, 4,4% khng ch c ch n v 18,8% cha bi t c gi i thi u hay khng.
B ng 4.17: M I QUAN H GI A M C HI LNG V KH NNG QUAY Kh nng quay l i siu th Hon ton khng ch c ch n T n T n su t s (%) Hon ton khng M c hi lng Khng hi lng hi lng Hi lng Hon ton hi lng T ng 0 0 0 0 0 0 0 0 0 0 Khng ch c ch n T n s 0 6 7 1 14 T n su t (%) 0 43 50 7 100 Ch c ch n T n s 0 0 339 21 360 T n su t (%) 0 0 94 6 100 Hon ton ch c ch n T n s 0 0 20 28 48 T n su t (%) 0 0 42 58 100 L I SIU TH C A KHCH HNG
GVHD: L Tr n Thin
59
SVTH: Lm Ph c Thu n
TP C n Th
D a vo b ng 4.17, nh n th y m c
hi lng c a khch hng t l thu n
v i kh nng quay l i siu th . Cc khch hng hi lng v hon ton hi lng c kh nng ch c ch n v hon ton ch c ch n quay l i siu th chi m hn 70% (408 khch hng) trong t ng s khch hng c ph ng v n. Trong khi cc khch hng hon ton khng hi lng v khng hi lng khng ch c ch n quay l i siu th ch c 2,46%. Tuy nhin s khch hng c m c 26,54%. hi lng trung l p v cha bi t c quay l i siu th mua s m hay khng cng chi m m t t l kh cao
GVHD: L Tr n Thin
60
SVTH: Lm Ph c Thu n
TP C n Th
CHNG 5 GI I PHP NNG CAO S 5.1. C S 5.1.1. M c C n Th Tuy m c nh gi chung, khch hng u c s hi lng kh cao (hnh t 3,90. M c i m ny cho th y, 4.3). Tuy nhin m c i m trung bnh c a cc y u t c a thang o S hi lng ch t m c kh khi y u t cao i m nh t cng ch khch hng. 5.1.2. ki n c i ti n c a khch hng siu th c n ph i xem xt v c i ti n cc y u t nh m nng cao s hi lng c a XU T GI I PHP hi lng c a khch hng khi mua s m t i cc siu th TP HI LNG C A KHCH HNG TP C N TH KHI MUA S M T I CC SIU TH
Hnh 5.1: KI N KHCH HNG V S CC Y U T
C N THI T C I TI N
C A SIU TH
Nhn chung ki n c a khch hng t , tuy nhin
u cho r ng nn c i ti n t t c cc y u
t ng y u t cc khch hng c cc ki n c i ti n khc nhau. Y u
t khch hng yu c u c i ti n nhi u nh t l Chng trnh khuy n mi, khi c n 50% khch hng yu c u c i ti n y u t ny. Cc y u t cn l i cng c m c yu c u c i ti n kh cao ( u trn 30%). siu th xc y l nh ng c s quan tr ng cc nh nh ng y u t no c n t p trung th c hi n i m i nh m nng
cao ch t l ng d ch v c a siu th , qua lm hi lng hn n a nh ng khch hng c a mnh.
GVHD: L Tr n Thin
61
SVTH: Lm Ph c Thu n
TP C n Th
5.2. M T S
GI I PHP NNG CAO S
HI LNG C A KHCH TP C N TH
HNG KHI MUA S M T I CC SIU TH khch hng - Tr c h t, ng i c trnh
M i nhn vin l m t ng i h ng d n, ph c v t n tnh hi u qu cho nng cao hi u qu lm vi c c a nhn vin cc siu th c n khu tuy n d ng cc siu th nn b tr nh ng chuyn mn v kinh nghi m trong vi c tuy n d ng cc nhn
ch tr ng khu tuy n d ng,
vin ch t l ng, ph h p v i t ng cng vi c trong siu th . - Th ng xuyn t ch c cc l p o t o, hu n luy n nhn vin v nghi p v , ki n th c, k nng c n thi t trong qu trnh ph c v khch hng, M i nhn vin ph i l m t ng i c th h ng d n t n tnh, chnh xc cho khch hng, V d : khi c n th ) khi h i. i phi u trng th ng l y qu, khch hng c th bi t c ni nh n qu qua thng tin do b t c nhn vin no cung c p (b o v , gi xe, ti p th c hi n t t vi c ny ngoi vi c cung c p ki n th c nghi p v y thng tin m t cch ng c a siu th nh chng trnh cho nhn vin, ban qu n tr siu th nn cung c p nhanh chng, chnh xc v nh ng ho t khuy n mi, ni i qu... lng ph h p, ch t ng
- M t y u t quan tr ng trong vi c kch thch th c lm vi c c a nhn vin l ban qu n tr c a siu th c n c m t ch th ng h p d n d a trn nng l c c a cc nhn vin. i u ny s kch thch cc siu th .
nhn vin lm vi c t t hn. Qua nng cao hi u qu ph c v khch hng v quan tr ng hn h t l s hi lng c a khch hng khi mua s m th i h n c mb o u vo c a siu th c n ph i hon thi n hn n a v by bn Hng ha by bn trong siu th ph i lun l nh ng hng ha ch t l ng, - H th ng ki m tra trong siu th .
ch c nng cng nh nhi m v l a ch n cc hng ha c ch t l ng c c nh ng hng ha ch t l ng by bn trong siu th . - Xy d ng m t h th ng ki m tra ha s p h t h n v lo i b bn.

khu ny cc siu th c n c chi n l c h i nh p d c ph h p nh k ch t l ng cng nh h n s d ng k p th i x l nh ng hng
c a hng ha by bn v k c cc hng trong kho.
i nh ng m t hng h t h n ra kh i cc qu y hng by
SVTH: Lm Ph c Thu n
TP C n Th
- C n c cc nhn vin chuyn th c hi n nhi m v ki m tra nhn mc, bao b c a hng ha sau m i ngy kinh doanh. Cc nhn vin ny ngoi vi c ki m tra cc nhn mc, bao b hng ha b h h ng do qu trnh tham quan, mua s m c a khch hng cn ph i th c hi n nhi m v by tr l i cc s n ph m b xo tr n ng v i cc qu y hng c a n. i v i cc s n ph m ti s ng nh th y h i s n, rau qu , tri cy siu th t o tm l an y cc thng t cc nhn hi u l n ghi c n ch ng minh c ngu n g c xu t x c a cc s n ph m ny tm cho khch hng khi mua s m nh tin xu t x , ch t l ng c n thi t cho khch hng bi t. - Ln t c c p nh t cc lo i hng ha, p ng nhu c u ngy cng cao c a khch hng qua cc phi u thm d ki n khch hng k t h p trong qu trnh di n ra cc chng trnh khuy n mi. V d : Trong qu trnh t ch c cc chng trnh khuy n mi, siu th nn l ng ghp hnh th c tr l i cu h i Cc cu h i ny nn c tnh ch t thm d ki n khch hng. Gi m thi u th i gian ch siu th i cho khch hng a s cc khch hng khi mua s m t i cc i tnh ti n c a h l kh lu trong nh ng ng h t cc qu y tnh tnh ti n ring cho i v i th i gian ch tnh ti n: u cho r ng th i gian ch nh n qu,
cao i m nh cc d p l , t t hay cc ngy cu i tu n. V v y vo nh ng gi cao i m, siu th nn b tr thm nhn vin thu ngn, ho t ti n t ng mua t gi m thi u th i gian ch chia cc i t ng khch hng mua t v mua nhi u i c a khch hng. Ngoi ra siu th nn phn
i t ng. V qua qu trnh ph ng v n khch hng c hn 70% khch hng c m th y kh ch u khi tnh ti n chung v i cc khch hng mua nhi u
. Bn c nh siu th nn b tr ngay cc qu y thu ngn cc mn hnh tivi trnh chi u phim, ca nh c, dng th s n ph mhay b t c m t lo i hnh no gy s ch v th gin cho khch hng trong khi ch hng qun i c m gic ch Tng c ng khch hng - Siu th nn cung cp thng tin ny ph i d ti p c n. y thng tin khuyn mi cho khch hng v cc l hai y u t khch hng kh quan tm hi n i v vui v ch i. u ny s gip khch tnh ti . n l t c a mnh
i m i n i dung, hnh th c cc chng trnh khuy n mi cho
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SVTH: Lm Ph c Thu n
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nay, -
lm khch hng hi lng hn siu th c n xy d ng h th ng thng tin c n khch hng nhanh, chnh xc v d tip c n. i t ng khch hng khc nhau trnh s i m i n i dung l n hnh th c khuy n mi cho khch hng theo nh ng
th c p nh t v a thng tin
h ng khc nhau, nh m vo cc
nhm chn cho khch hng. N i dung c a chng trnh khuy n mi ph i g t b c tm l s khng t i l t mnh c a khch hng. - Nng cao ch t l ng c a cc chng trnh khuy n mi b ng cc t ng ph m hay hng ha c ch t l ng, trnh t ng cho khch hng nh ng s n ph m km ch t l ng ho c cc s n ph m b l i. Tng c ng n i dung l n ch t l ng cc d ch v h tr cho khch hng - C n c s lin h ch t ch gi a b ph n bn hng v b ph n giao hng trnh tnh tr ng giao hng ch m tr cho khch hng. - M thm cc d ch v h tr mi n ph cho khch hng nh gi qu mi n ph, t ng ph m cho khch hng vo cc d p l t t - H tr khch hng mang hng ha ra xe. C n c m t b ph n nhn vin chuyn th c hi n nhi m v mang hng ha, v t d ng cho khch hng ra xe trong tr ng h p khch hng c n s gip hng Vi c t o th c cho khch hng trong qu trnh mua s m l m t vi c lm c n thi t gip siu th ti t ki m c cc chi ph thu m n nhn vin, v nng cao s hi lng c a khch hng khi mua s m t i y. hay nh ng l i khuyn l ch s b ng cc dng ch l n nng cao th c c a khch t cc bi u ng , y trang tr ng nh th c hng, t i cc qu y hng hay b t c ni no trong siu th nn . Nng cao th c vn ha mua s m v vn ha x p hng cho khch
th c khch hng trong vi c tham quan mua s m, khng lm xo tr n hay h h ng hng ha, hay x xt gy m t an ninh tr t t trong siu th . Ngoi ra siu th c n t o th c v vn ha x p hng khi tnh ti n, trnh tnh tr ng chen l n b ng cc bi u ng c t trang tr ng ngay cc qu y thu ngn. xu t m t s gi i php khc nh m Cc gi i php khc Ngoi nh ng gi i php trn tc gi cn nng cao s hi lng c a khch hng khi mua s m t i cc siu th .
GVHD: L Tr n Thin
64
SVTH: Lm Ph c Thu n
TP C n Th
lnh d n
thu n l i cho khch hng ph n nh nh ng b c xc, nh ng o siu th , cc siu th c n m ra cc ng dy nng tr c ti p n tnh tr ng ch m tr , thng tin b sai l ch
xu t v i n lnh
o b ph n chm sc khch hng. Khng nn qua cc knh thng tin t d i s - V c s v t ch t siu th nn tng thm cc my ATM c a cc ngn hng khc nhau, gip khch hng thu n ti n hn trong vi c chi tr . - Nng cao trch nhi m x h i nh m qu ng b hnh nh siu th hng n tham quan mua s m. n nhi u t ng l p ng i dn trong x h i. Thng qua thu ht ngy cng nhi u khch
GVHD: L Tr n Thin
65
SVTH: Lm Ph c Thu n
TP C n Th
CHNG 6 K T LU N V KI N NGH 6.1. K T LU N - nh gi s hi lng c a khch hng khi mua s m t i cc siu th C n Th l thng 8 ti nghin c u th c t TP c th c hi n trong kho ng th i gian t
n thng 11 nm 2011. Qua k t qu nghin c u cho th y cc siu th TP C n th (Coopmart, Vinatex, Maximark, Metro) hi n hi lng
kinh doanh t ng h p c a khch hng l
nay p ng c ph n l n nhu c u c a khch hng. V th m c m c kh t t.
- Cu c nghin c u ny khm ph ra cc nhn t quan tr ng: Thi ph c v c a nhn vin; Chng trnh khuy n mi D ch v h tr khch hng; Ch t l ng hng ha tc cc siu th ng n s hi lng c a khch hng khi mua s m t i TP C n Th. Ngoi cc y u t xu t pht t pha siu th , cu c vn ha cng tc ng ng n s hi lng c a khch hng
nghin c u cn khm ph ra cc y u t xu t pht t pha khch hng nh: Thu nh p gia nh; Trnh khi h tham quan mua s m t i cc siu th - Bn c nh cc y u t tc c u cn khm ph ra cc TP C n Th.
n s hi lng c a khch hng, cu c nghin
c i m nh v thi quen mua s m, k v ng c a khch xu t nh ng gi i php cc
hng khi tham quan mua s m t i siu th Thng qua cc k t qu nghin c , tc gi siu th t i TP C n Th. 6.2. KI N NGH - Ban qu n tr c a siu c n ki m tra, nh gi m t cch khch quan v thi ph c v nhn vin trong siu th . Trn c s rt ra nh ng m t h n ch c a ph c v c a nhn vin, qua u n nhn vin trong qu trnh ph c v khch hng, t o i u ki n thu n l i cho vi c p d ng cc gi i php nh m nng cao ch t l ng thi n ng cao s hi lng c a khch hng. - Ki m sot ch t ch ch t l ng hng ha b ng cc h th ng ki m tra vo v u ra cho s n ph m cng nh trong qu trnh b o qu n hng ha tay ng i tiu dng l nh ng hng ha ch t l ng. nh m nng cao s hi lng c a khch hng khi tham quan mua s m
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SVTH: Lm Ph c Thu n
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- Ch tr ng
y m nh cng tc Marketing, chm sc khch hng. Cc siu
th nn thi t l p b ph n Marketing v b ph n Chm sc khch hng m t cch chuyn nghi p nh m qu ng b hnh nh c a siu th trong tm tr khch hng v nng cao s hi lng c a h .
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SVTH: Lm Ph c Thu n
TP C n Th
TI LI U THAM KH O Ti li u tham kh o trong n c: 1. Lu Thanh c H i (2007). Qu n tr ti p th . NXB Gio d c ng n tr i nghi m mua i h c N ng, 2010. 2. L Vn Huy v Ng Th Sa Ly, Cc nhn t tc s m gi i tr, H i ngh sinh vin nghin c u khoa h c, 3.
Ti n Ho (2007). Nghin c u s hi lng c a khch hng doanh nghi p i v i s n ph m d ch v c a ngn hng HSBC chi nhnh TP H Ch Minh, lu n i h c Kinh t , TP H Ch Minh
vn th c s chuyn ngnh qu n tr kinh doanh,
4. Mai vn Nam, Ph m L Thng, L T n Nghim, Nguy n vn Ngn (2004). Gio trnh Kinh t l ng, NXB Th ng k, TP.HCM 5. L Th Thu Trang (2009). Phn tch cc nhn t h th ng bn l truy n th ng v siu th trn Th. 6. Hong Tr ng, Chu Nguy n M ng Ng c (2008). Phn tch d li u nghin c u v i SPSS, NXB H ng c, H N i. nh gi s hi lng c a khch hng t i siu th 7. Ph m Hoi Xun (2009). Marketing, vn th c s kinh t chuyn ngnh qu n tr kinh doanh, nh h ng n k t qu c a a bn thnh ph C n Th, lu n i h c C n Th, TP C n
Coopmart C n Th, lu n vn t t nghi p c nhn kinh t chuyn ngnh Qu n tr i h c C n Th, TP C n Th. Ti li u tham kh o n c ngoi: 1. Binta Abubakar, Customer satisfaction with supermarket retail shopping, Swinburne University of Technology. 2. Dirk Dusharme. Retailer Customer Satisfaction Survey. Quality Digest 5/2007. 3. Poornima Pugazhenthi, Factors Influencing Customer Loyalty and Choice of Retailer While Buying Fast Moving Consumer Goods, School of Management Blekinge Institute of Technology, Masters Thesis 2010 in Business Administration 4. A. Parasuraman, Valarie A. Zeithaml, Leonard L Berry. A conceptual Model of service quality and Its Implications for Future Research (1985). Cc website: - www.saigonco-op.com.vn - www.vinatex-mart.com
TP C n Th
- www.metro.com.vn - www.maximark.com.vn - www.congthuongcantho.gov.vn (Bi: TP C N TH Nh ng chuy n bi n tch

c c trong pht tri n kinh t . C p nh t: 15 thng 3 nm 2011)
- www.doanhnghiep24g.vn (Bi: Nhn hng ring v cu c chi c a cc siu

th . C p nh t: 23 thng 5 nm 2011)
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SVTH: Lm Ph c Thu n
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PH L C 1 B NG CU H I PH NG V N NH GI S HI LNG C A KHCH HNG KHI MUA S M T I CC SIU TH TP.C N TH
Xin cho anh/ch ! Hi n ti ang th c hi n ti: nh gi s hi lng c a khch hng khi mua s m t i cc siu th TP.C n Th lm Lu n vn t t nghi p Cao h c kinh t . R t mong nh n c s tr gip chn thnh c a anh/ch , ti cam oan t t c thng tin do anh/ch cung c p s c b o m t hon ton. A. PH N QU N L Tn ph ng v n vin: Ngy ph ng v n: . Ki m tra vin:. K t lu n:..
Siu th S th t m u: Tn p vin:Gi i tnh: S i n tho i:Email:................ a ch : s .. ng:..... Ph ng/ X: Qu n/Huy n:T nh/TP... Hy nh d u vo nh ng m anh/ch quy t B. PH N SNG L C Q1. Xin vui lng cho bi t m c th ng xuyn i siu th c a anh/ch ? Ngng Ti p t c Ti p t c Ti p t c Ti p t c 1. t hn 1 l n/thng 2. T 1 l n/thng 3. 2 l n/thng 4. 3 l n/thng 5. trn 4 l n/thng nh ch n, v d :
Q2. Anh/ch ho c b t k thnh vin no trong gia nh c ang lm vi c trong cc lnh v c sau: Cng ty nghin c u th tr ng Cng ty qu ng co Truy n hnh, pht thanh, bo ch n v kinh doanh siu th Khng thu c cc lnh v c trn 1 2 3 4 5 Ngng Ngng Ngng Ngng Ti p t c
Q3. Trong th i gian 6 thng v a qua anh/ch c tham gia m t cu c kh o st no v lnh v c bn l , siu th cha? C Cha 1 2 Ngng Ti p t c
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SVTH: Lm Ph c Thu n
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C. PH N N I DUNG CHNH Q4. Anh/ch th ng i siu th v i ai? (c th 1. Gia nh 2. B n b Q5. Khi ni Q6. Anh/ch n siu th TP.C n Th, anh/ch ngh ngay C n Th? (c th Q7 1 2 3 4 nh d u nhi u l a ch n) 3. i m t mnh 4. Khc n siu th no?
t ng i siu th no
nh d u nhi u l a ch n)
Q7. Anh/ch thch i siu th no nh t? Siu th Q5 Q6 Coop Mart 1 1 Maximart 2 2 Vinatex 3 3 Metro Hng L i 4 4
Ghi ch Dng chung cho Q5, Q6, Q7
Vui lng cho bi t l do t i sao thch nh t? ............................................................................................. ............................................................................................................................................................... ............................................................................................................................................................... ............................................................................................................................................................... ............................................................................................................................................................... Q8. L n g n y nh t anh/ch siu th A). i siu th no?(t m g i l nh d u nhi u l a
Q9. Anh/ch th ng i siu th A v i m c ch g? (c th ch n) 1. Tham quan 2. Mua s m 3. n u ng 4. Gi i tr
5. Khc
Q10. Khi mua s m t i siu th A, anh/ch th ng l a ch n nhm s n ph m no? (c th nh d u nhi u l a ch n) 1. Th c ph m ch bi n 4. Hng tiu dng 2. Th c ph m ti s ng, rau qu 5. Hng may m c 3. Bnh ng t (Bakery) 6. Hng gia d ng 7. Khc... Q11. Anh/ch th ng i siu th A vo ngy no trong tu n? 1. Ngy th ng (th 2-th 6) 2. Th 7, ch nh t 3. Khng c nh
Vui lng cho bi t l do :...................................................................................................... ............................................................................................................................................. ............................................................................................................................................. Q12. Anh/ch th ng ch n) 1. Bu i sng 2. Bu i tra GVHD: L Tr n Thin 71 n siu th A vo bu i no trong ngy? (c th c nhi u l a 3. Bu i chi u 4. Bu i t i SVTH: Lm Ph c Thu n
TP C n Th
Q13. Anh/ch
b t
u mua s m t i siu th A bao lu r i? 2. Kho ng t 1 2 nm 3. Trn 2 nm
1. D i 1 nm
Q14. Anh/ch th ng chi bao nhiu ti n cho m i l n mua s m t i siu th A? 1. D i 100.000 2. T 100.000 - 500.000 A: 1. Hon ton ph n i 2. Ph n i 3. Trung ha 4. ng 5. Hon ton 2 3 ng 4 5 3. T 500.000 - 1.000.000 4. Trn 1.000.000 ng 5. Khng c nh
Q15. Anh/ch vui lng cho bi t m c
i v i cc pht bi u sau t i siu th
Y ut 1 1. Ch t l ng hng ha Hng ha a d ng cho khch hng ch n l a Hng ha m b o ng h n s d ng v t tiu chu n v sinh an ton th c ph m Hng ha c nhn mc v ngu n g c xu t x r rng Hng ha c by bn trong siu th A l nh ng hng ha c ch t l ng t t Siu th c nhi u m t hng m i 2. Thi ph c v c a nhn vin Nhn vin c a siu th lun s n sng ph c v khch hng Nhn vin c a siu th nhanh nh n Nhn vin c a siu th gi i p t n tnh cc th c m c c a khch hng Nhn vin c a siu th thn thi n, vui v Nhn vin c a siu th n m c g n gng, l ch s 3. C s v t ch t Bi gi xe r ng ri Khng gian bn trong siu th r ng ri v khang trang Khu v c mua s m s ch s , thong mt Cc qu y, k , t c thi t k thu n ti n m thanh, nh sng trong siu th r t t t Khu v c nh v sinh r ng ri, s ch s 4. Gi c Gi c hng ha siu th A r hn cc siu th khc Gi c hng ha siu th A tng ng ch Gi c hng ha siu th A tng x ng v i ch t l ng 5. Chng trnh khuy n mi Siu th c nhi u chng trnh khuy n mi Cc chng trnh khuy n mi c a siu th h p d n 6. D ch v h tr c a siu th Siu th c nhi u d ch v h tr khch hng: giao hng, gi qu mi n ph, . Cc d ch v h tr c a siu th c th c hi n r t t t
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SVTH: Lm Ph c Thu n
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Q16. Nhn chung, anh/ch c hi lng khi tham quan, mua s m t i siu th A khng? Hon ton khng hi Khng hi Trung Hi Hon ton hi lng lng l p lng lng 1. 2. 3. 4. 5. N u khng hi lng, anh/ch vui lng cho bi t l do: . Q17. L n sau n u c nhu c u mua s m, anh/ch c ch n siu th A n a khng? Hon ton khng ch c ch n 1. Khng ch c ch n 2. Cha bi t 3. Ch c ch n 4. Hon ton ch c ch n 5.
Q18. Anh/ch c s n lng gi i thi u ng i quen Hon ton khng ch c ch n 1. Khng ch c ch n 2.
n siu th A mua s m khng? Ch c ch n 4. Hon ton ch c ch n 5.
Cha bi t 3.
Q19. Xin anh/ch cho bi t, tr ng h p khng hi lng, anh/ch s c nh ng hnh ng no sau y? (c th nh d u nhi u l a ch n) Hnh ng 1. Chuy n sang mua siu th khc v khng quay tr l i 2. Khuyn nh ng ng i quen ng n siu th ny 3. Ph n h i ki n v i siu th 4. Khng c ki n v ti p t c mua s m t i siu th 5. Khc: . Ch n
Q20. Anh/ch vui lng nh n xt v nhn vin c a siu th A theo cc m c 1. Hon ton khng hi lng 2. Khng hi lng 3. Trung l p 4. Hi lng ton hi lng
sau: 5. Hon
Nhm nhn vin NV gi xe NV b o v NV ti p th NV ngnh hang NV thu ngn NV qu y d ch v khch hng NV giao hng NV t p v NV gi GVHD: L Tr n Thin 73
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Vui lng cho bi t l do m anh/ch cha hi lng i v i nhm nhn vin m anh/ch nh gi i m 1 ho c 2 pha trn ........................................................................................ . . . . Q21. Anh/ch vui lng cho bi t m c c n thi t ph i c i ti n cc y u t sau t i siu th A: 1. Khng c n thi t STT 1 2 3 4 5 6 2. Trung l p 3. C n thi t 2 3
Y ut 1 Ch t l ng hng ha Thi ph c v c a nhn vin C s v t ch t Gi c Chng trnh khuy n mi D ch v h tr
Theo anh/ch , c th siu th A nn lm g pha trn?
c i thi n y u t m anh/ch cho i m 3
Q22. Anh/ch vui lng cho bi t m c mi c a siu th ? 1. R t ght TT 1 2 3 4 5 6 7 2. Khng thch a thch 3. Trung l p i v i cc chng trnh khuy n 4. Thch 1 2 5. R t thch 3 4 5
Chng trnh khuy n mi Gi m gi s n ph m B c thm trng th ng Khch hng than thi t S n ph m t ng km T ng phi u mua hng Tch i m i qu Khc
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SVTH: Lm Ph c Thu n
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D. PH N THNG TIN C NHN Q23. Xin vui lng cho bi t anh/ch thu c nhm tu i no d i y? 1. D i 22 2. T 22 - 35 c thn 1 l p gia nh cha c con 2 Ph thng 1 1. Cng ch c, vin ch c 2. Cn b qu n l 3. Nhn vin VP Thu nh p c nhn Thu nh p gia nh 1. Khng c 1. D i tri u Trung c p 2 3. T 36 - 45 4. Trn 45 l p gia nh c con nh 3 C & H 3 Sau 4 7. N i tr 8. V hu 9. Khc 4. Trn 5 tri u 10 l p gia nh c con tr ng thnh 4 ih c
Q24. Vui lng cho bi t tnh tr ng hn nhn c a anh/ch ?
Q25. Vui lng cho bi t trnh
vn ha c a anh/ch ?
Q26. Ngh nghi p c a anh/ch l g? 4. Ch doanh nghi p 5. Bun bn nh 6. Lao ng ph thng 2. D i 2 tri u 2 2. T tri u
Q27. Vui lng cho bi t m c thu nh p hng thng c a c nhn anh/ch v gia nh? 3. T 2 - 5 tri u
2 - 5 3. T tri u
5 - 10 4. Trn tri u
Xin chn thnh c m n s h p tc c a Anh/ch ! Knh chc Anh/ch nhi u s c kh e, h nh phc v thnh cng
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SVTH: Lm Ph c Thu n
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PH L C 2 KI M NH THANG O
****** Method 1 (space saver) will be used for this analysis ****** Scale Scale Corrected Mean Variance ItemAlpha if Item if Item Total if Item Deleted Deleted Correlation Deleted CLHH01 CLHH02 CLHH03 CLHH04 CLHH05 15.5800 15.5571 15.4851 15.9332 15.9262 3.9659 4.2014 4.4122 4.2878 4.1248 .4883 .5401 .4501 .4216 .4213 .6447 .6272 .6614 .6725 .6751
Reliability Coefficients N of Cases = 569.0 Alpha = .7048 TDNV01 TDNV02 TDNV03 TDNV04 TDNV05 14.5554 14.7364 14.6942 14.7223 14.1424 5.8917 6.1733 5.8993 6.0284 7.4815
N of Items =
.7295 .6899 .7442 .7293 .4534
.8085 .8194 .8043 .8087 .8726
Reliability Coefficients N of Cases = 569.0 Alpha = .8550 CSVC01 CSVC02 CSVC03 CSVC04 CSVC05 CSVC06 19.6344 19.5009 19.4095 19.5272 19.4534 19.9350 8.1795 8.5392 9.0239 9.3553 9.5722 8.7475
N of Items =
.5108 .6738 .6903 .5666 .5244 .5012
.7967 .7491 .7522 .7750 .7835 .7911
Reliability Coefficients N of Cases = 569.0 Alpha = .8047 GIA01 GIA02 GIA03 6.5624 6.9069 6.2425 1.7043 1.8381 2.1629
N of Items =
.3828 .3499 .3527
.4082 .4619 .4640
Reliability Coefficients N of Cases = 569.0 Alpha = .5477 CTKM01 CTKM02 3.4798 3.6907 .6690 .7175
N of Items =
.5779 .5779
. .
Reliability Coefficients N of Cases = 569.0 Alpha = .7322 DVHT01 DVHT02 3.3937 3.4482 .6511 .7900
N of Items =
.6692 .6692
. .
Reliability Coefficients N of Cases = 569.0 Alpha = .7996 SHL01 SHL02 SHL03 7.5571 7.6573 7.7065 1.4056 1.2503 1.1479
N of Items =
.6184 .6602 .6439
.7437 .6954 .7189
Reliability Coefficients N of Cases = 569.0 Alpha = .7944
N of Items =
GVHD: L Tr n Thin
76
SVTH: Lm Ph c Thu n
TP C n Th
PH L C 3 PHN TCH NHN T Phn tch nhn t l n 1 cho cc bi n nh h ng

Descriptive Statistics
n s hi lng
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Mean CLHH01 CLHH02 CLHH03 CLHH04 CLHH05 TDNV01 TDNV02 TDNV03 TDNV04 CSVC01 CSVC02 CSVC03 CSVC04 CSVC05 CSVC06 CTKM01 CTKM02 DVHT01 DVHT02 4.04 4.06 4.14 3.69 3.69 3.66 3.48 3.52 3.49 3.86 3.99 4.08 3.96 4.04 3.56 3.69 3.48 3.45 3.39 Std. Deviation .785 .663 .664 .734 .793 .825 .787 .812 .792 1.048 .802 .686 .714 .701 .923 .847 .818 .889 .807 Analysis N 569 569 569 569 569 569 569 569 569 569 569 569 569 569 569 569 569 569 569 CLHH01 CLHH02 CLHH03 CLHH04 CLHH05 TDNV01 TDNV02 TDNV03 TDNV04 CSVC01 CSVC02 CSVC03 CSVC04 CSVC05 CSVC06 CTKM01 CTKM02 DVHT01 DVHT02 Initial 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 Extraction .572 .649 .526 .483 .410 .712 .695 .769 .725 .550 .673 .684 .542 .459 .427 .708 .675 .833 .823 Bartlett's Test of Sphericity Approx. Chi-Square df Sig. Communalities
.846
3984.318 171 .000
GVHD: L Tr n Thin
77
SVTH: Lm Ph c Thu n

Total Variance Explained Extraction Sums of Squared Loadings
TP C n Th
Initial Eigenvalues Componen t Total 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 5.547 2.122 1.859 1.371 1.016 .861 .815 .748 .662 .553 .532 .480 .434 .416 .391 .331 .306 .299 .257
Rotation Sums of Squared Loadings
% of Variance 29.194 11.171 9.786 7.216 5.347 4.533 4.287 3.935 3.483 2.912 2.799 2.524 2.283 2.189 2.060 1.744 1.608 1.576 1.352
Cumulative % 29.194 40.365 50.151 57.367 62.714 67.248 71.535 75.470 78.952 81.864 84.663 87.187 89.470 91.659 93.719 95.463 97.072 98.648 100.000
Total 5.547 2.122 1.859 1.371 1.016
% of Variance 29.194 11.171 9.786 7.216 5.347
Cumulative % 29.194 40.365 50.151 57.367 62.714
Total 3.191 2.915 2.244 1.904 1.661
% of Variance 16.793 15.344 11.812 10.022 8.744
Cumulative % 16.793 32.136 43.948 53.970 62.714
Extraction Method: Principal Component Analysis. Rotated Component Matrix(a) Component 1 CLHH01 CLHH02 CLHH03 CLHH04 CLHH05 TDNV01 TDNV02 TDNV03 TDNV04 CSVC01 CSVC02 CSVC03 CSVC04 CSVC05 CSVC06 CTKM01 CTKM02 DVHT01 DVHT02 -.004 .141 .219 .227 .063 .175 .130 .163 .176 .713 .805 .801 .640 .583 .613 .055 .164 .003 .093 2 .103 .107 .140 .201 .082 .779 .808 .849 .818 .106 .044 .079 .162 .179 .204 .050 .066 .136 .177 3 .602 .776 .673 .599 .483 .212 .093 .126 .137 .009 .132 .159 .192 .165 .091 .048 .072 .054 .146 4 .446 .034 .041 -.101 .398 .106 .047 .048 .035 -.174 .068 .101 .261 .240 .001 .827 .772 .172 .191 5 .022 .120 -.062 .146 .085 .135 .118 .058 .074 .014 .042 .012 .031 .047 .029 .129 .207 .884 .852
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a Rotation converged in 6 iterations.
GVHD: L Tr n Thin
78
SVTH: Lm Ph c Thu n
TP C n Th
Phn tch nhn t l n 2 cho cc bi n nh h ng

n s hi lng
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Mean CLHH01 CLHH02 CLHH03 TDNV01 TDNV02 TDNV03 TDNV04 CSVC01 CSVC02 CSVC03 CSVC04 CTKM01 CTKM02 DVHT01 DVHT02 4.04 4.06 4.14 3.66 3.48 3.52 3.49 3.86 3.99 4.08 3.96 3.69 3.48 3.45 3.39 Std. Deviation .785 .663 .664 .825 .787 .812 .792 1.048 .802 .686 .714 .847 .818 .889 .807 Analysis N 569 569 569 569 569 569 569 569 569 569 569 569 569 569 569 Initial CLHH01 CLHH02 CLHH03 TDNV01 TDNV02 TDNV03 TDNV04 CSVC01 CSVC02 CSVC03 CSVC04 CTKM01 CTKM02 DVHT01 DVHT02 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 Extraction .547 .617 .601 .709 .686 .746 .718 .596 .751 .723 .518 .540 .571 .649 .647 Bartlett's Test of Sphericity Approx. Chi-Square df Sig. Communalities
.810 3218.965 105 .000
Extraction Method: Principal Component Analysis.
GVHD: L Tr n Thin
79
SVTH: Lm Ph c Thu n

Total Variance Explained
TP C n Th
Compone nt 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Initial Eigenvalues Tota l 4.61 9 1.94 9 1.78 3 1.27 0 .982 .705 .640 .536 .472 .427 .410 .336 .310 .302 .259 % of Variance 30.791 12.990 11.887 8.468 6.549 4.699 4.267 3.572 3.149 2.850 2.732 2.243 2.064 2.012 1.726 Cumulative % 30.791 43.781 55.668 64.137 70.685 75.385 79.652 83.224 86.373 89.223 91.955 94.198 96.263 98.274 100.000
Extraction Sums of Squared Loadings Total 4.619 1.949 1.783 1.270 % of Variance 30.791 12.990 11.887 8.468 Cumulative % 30.791 43.781 55.668 64.137
Rotation Sums of Squared Loadings Total 2.949 2.513 2.266 1.892 % of Variance 19.657 16.754 15.109 12.617 Cumulative % 19.657 36.411 51.520 64.137
Extraction Method: Principal Component Analysis. Rotated Component Matrix(a) Component 1 CLHH01 CLHH02 CLHH03 TDNV01 TDNV02 TDNV03 TDNV04 CSVC01 CSVC02 CSVC03 CSVC04 CTKM01 CTKM02 DVHT01 DVHT02 .094 .178 .174 .783 .811 .840 .820 .159 .085 .110 .171 -.070 -.025 .252 .293 2 .014 .119 .198 .142 .109 .133 .163 .746 .850 .819 .628 .064 .171 -.039 .049 3 .287 .097 -.034 .164 .110 .071 .070 -.086 .084 .085 .198 .670 .694 .758 .747 4 .675 .749 .728 .223 .069 .134 .118 -.082 .117 .181 .235 .285 .244 -.099 .002
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a Rotation converged in 5 iterations.
GVHD: L Tr n Thin
80
SVTH: Lm Ph c Thu n
TP C n Th
Phn tch nhn t cc bi n o l ng s hi lng

Mean Q16 Q17 Q18 3.90 3.80 3.75
Std. Deviation .578 .634 .694
Analysis N 569 569 569
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .708 Bartlett's Test of Sphericity Approx. Chi-Square df Sig.
520.991 3 .000 Total Variance Explained
Initial Eigenvalues Component 1 2 3 Total 2.134 .464 .403 % of Variance 71.120 15.453 13.427 Cumulative % 71.120 86.573 100.000
Extraction Sums of Squared Loadings Total 2.134 % of Variance 71.120 Cumulative % 71.120
Extraction Method: Principal Component Analysis.
GVHD: L Tr n Thin
81
SVTH: Lm Ph c Thu n
TP C n Th
PH L C 4 H I QUY A BI N
Variables Entered/Removed(b)
Model 1
Variables Entered
Variables Removed
Method
TDVH, X1, X4, X3, X2, TNGD, Tuoi, TTHN(a)
Enter
a All requested variables entered. b Dependent Variable: Y ANOVA(b)
Model 1
Sum of Squares Regression Residual Total 147.906 420.094 568.000
df 8 560 568
Mean Square 18.488 .750
F 24.645
Sig. .000(a)
a Predictors: (Constant), TDVH, X1, X4, X3, X2, TNGD, Tuoi, TTHN b Dependent Variable: Y
Model Summary(b)
Model
R Square
Adjusted R Square
Std. Error of the Estimate R Square Change
Change Statistics
DurbinWatson
F Change 24,645
Sig. F Change .000 1.984
.72(a)
.520
.513
.86612269
.645
a Predictors: (Constant), TDVH, X1, X4, X3, X2, TNGD, Tuoi, TTHN b Dependent Variable: Y
Coefficients(a) Standardized Coefficients Beta .584 .255 .225 .251 .283 .022 -.025 -.097 .033 6.956 6.085 6.867 7.737 .432 -.494 -2.478 .849 .560 .000 .000 .000 .000 .666 .622 .014 .396 .983 .963 .990 .990 .529 .524 .864 .875 1.018 1.038 1.010 1.010 1.890 1.907 1.158 1.143
Model
Unstandardized Coefficients B Std. Error .046 .255 .225 .251 .283 .047 -.050 -.207 .085 .078 .037 .037 .037 .037 .109 .101 .083 .100
Sig.
Collinearity Statistics Tolerance VIF
(Constant) X1 X2 X3 X4 Tuoi TTHN TNGD TDVH a Dependent Variable: Y
GVHD: L Tr n Thin
82
SVTH: Lm Ph c Thu n

KI M
Spearman's rho Correlation Coefficient Sig. (2-tailed) X1 Correlation Coefficient Sig. (2-tailed) X2 Correlation Coefficient Sig. (2-tailed) X3 Correlation Coefficient Sig. (2-tailed) X4 Correlation Coefficient Sig. (2-tailed) Tuoi Correlation Coefficient Sig. (2-tailed) TTHN Correlation Coefficient Sig. (2-tailed) TNCN Correlation Coefficient Sig. (2-tailed) TNGD Correlation Coefficient Sig. (2-tailed) TDVH Correlation Coefficient Sig. (2-tailed) -0,02 0,11 0,02 0,82 0,01 0,21 0,02 0,65 0,02 0,91 -0,04 0,13 -0,02 0,22 -0,05 0,63 -0,08 0,75 -0,03 0,52 0,01 0,73 -0,01 0,73 -0,10 0,01 -0,02 0,71 -0,03 0,48 0,05 0,19 0,02 0,57
TP C n Th
TNCN 0,01 0,21 -0,03 0,48 0,03 0,52 0,02 0,58 0,13 0,00 0,19 0,00 0,36 , 0,00 1,00 , 0,31 0,00 0,15 0,00 0,04 0,37 TNGD 0,02 0,82 0,05 0,19 0,05 0,28 0,07 0,09 0,04 0,31 -0,32 0,00 0,33 0,00 0,31 0,00 1,00 , -0,24 0,00 0,15 0,00 0,04 0,37 1,00 , TDVH -0,02 0,11 0,02 0,57 0,10 0,02 0,07 0,10 0,05 0,22 1,00
NH TNG QUAN H NG SPEARMAN

PHANDU 1,00 , X1 -0,08 0,75 1,00 , X2 -0,05 0,63 -0,03 0,52 1,00 , -0,03 0,53 -0,01 0,80 -0,16 0,00 -0,09 0,03 0,03 0,52 0,05 0,28 0,10 0,02 0,00 0,98 0,02 0,00 -0,01 0,84 0,02 0,58 0,07 0,09 0,07 0,10 0,00 0,66 0,05 0,19 0,13 0,00 0,04 0,31 0,05 0,22 X3 -0,02 0,22 0,01 0,73 -0,03 0,53 1,00 , X4 -0,04 0,13 -0,01 0,73 -0,01 0,80 0,00 0,98 1,00 , Tuoi 0,02 0,65 -0,10 0,01 -0,16 0,00 0,02 0,66 0,06 0,18 0,65 0,18 0,65 0,00 0,22 0,00 0,19 0,00 0,32 0,00 0,36 0,00 0,33 0,00 -0,24 0,00 TTHN 0,02 0,91 -0,02 0,71 -0,09 0,03 -0,01 0,84 0,05 0,19 0,22 0,00 1,00
PHANDU
GVHD: L Tr n Thin
83
SVTH: Lm Ph c Thu n

Thuan 4085491

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