QUN TR QUAN H KHCH HNG SIU TH MAXIMARK

MC LC
LI M U 1
CHNG 1: THC TRNG HOT NG DOANH NGHIP 2
1.1. Tng quan doanh nghip 2
1.1.1. M t doanh nghip 2
1.1.2. Lch s hnh thnh v pht trin 3
1.2. Mt s thnh tu t c 13
1.3. nh hng pht trin 14
1.4. Bng bo co hot ng kinh doanh 14
1.5. S t chc 15
1.6. Tnh hnh lao ng 16
1.7. C cu sn phm - dch v 17
1.8. Phn tch khch hng mc tiu 20
1.9. i th cnh tranh 21
1.9.1. Cc i th cnh tranh chnh 21
1.9.2. Sn phm thay th 25
1.10. Cc ri ro trong hot ng siu th Maximark 26
CHNG 2 : HOCH NH CHIN LC CRM CA MAXIMARK 27
2.1. M hnh 5 p lc cnh tranh 27
2.2. Phn tch SWOT 30
2.3. Bn nguyn l 30
2.4. Tnh hnh khch hng ca Maximark 33
2.4.1. Phng php nh gi 33
2.4.2. Kch thc mu nghin cu v cch chn mu 33
2.4.3. Phng php thu thp thng tin 33
2.4.4. Cng c x l, phng php tnh ton 34
2.4.5. nh gi khi qut v khch hng mc tiu ca Maximark 34
2.4.5.1. nh gi thng tin v gii tnh 34
2.4.5.2. nh gi thng tin v ngh nghip 35
2.4.5.3. nh gi thng tin v trnh hc vn 36
2.4.5.4. nh gi thng tin v thu nhp 37
2.4.5.5. nh gi mc ch n Maximark ca khch hng 38
2.5. Gi tr khch hng 39
2.5.1. Mc tiu ca vic to gi tr khch hng 39
2.5.2. Hot ng to gi tr khch hng 40
2.6. M hnh IDIC trong CRM 43
2.6.1. Nhn din khch hng c nhn 43
2.6.2. Phn bit khch hng 43
2.6.3. Tng tc khch hng 44
2.6.4. i x ty bin 44
2.7. Cp dch v khch hng siu th Maximax 46
2.8. nh gi khch quan thc trng cht lng dch v ti chui siu th Maximark ti TP.HCM
49
2.8.1. Thc trng v yu t sn phm chui siu th Maximark TP.HCM 49
2.8.2. Thc trng v thi nhn vin siu th 50

2.8.3. Thc trng v c s vt cht, h tng ca siu th 52

2.8.4. Thc trng v cch trng by trong siu th 53
2.8.5. Thc trng v an ton trong siu th 54
2.8.6. Thc trng v bi gi xe trong siu th 55
2.9. nh gi mc hi lng ca khch hng ti siu th Maximark 56
2.10. nh gi v s nhn bit thng hiu ca khch hng 57
KT LUN 59
TI LIU THAM KHO 60
QUN TR QUAN H KHCH HNG SIU TH MAXIMARK
LI M U
Nm 2008, Vit Nam ln u tin vn ln dn u th gii v th trng bn l, tnh t khi
A.T.Kearney bt u cng b GRDI nm 2001. Siu th ang dn tr thnh mt nhn t quan
trng trong knh bn l hin i thu ht ngi Vit Nam mua sm.Vic nghin cu v qun tr
quan h khch hng nhm nng cao gi tr cm nhn cho ngi tiu dng, li th cnh tranh cho
siu th Vit Nam ni chung v Maximark ni ring ngy cng tr nn cp thit trong bi cnh
cnh tranh khc lit hin nay.
L nhm sinh vin qun tr, vic nghin cu v quan h khch hng, mt trong nhng yu lm
nn s trung thnh ca khch hng l mt c hi rt tt bt kp vi xu hng pht trin trong
cnh tranh bn l. Hn th na, vic nghin cu khoa hc cn gip cho chng ti c c s h
thng kin thc nn tng,thm nhp thc t su st hn v vn dng kin thc chuyn ngnh
hc trn ging ng. Chnh v th m ti tiu lun Qun tr quan h khch hng siu th
Maximark .
CHNG 1: THC TRNG HOT NG DOANH NGHIP
Tng quan doanh nghip
M t doanh nghip
Tn doanh nghip: Cng ty C Phn u T An Phong
Tn ting Anh: ALFONCO LTD
Loi hnh doanh nghip: Cng ty c phn
Ngy thnh lp: Cng ty C Phn u T An Phong c thnh lp nm 1992 .
Ngi i din php l: V Ngc Thnh
S nm hot ng: 11 nm (T nm 1992 n nay)
Tr s: s 3 ng 3/2, Phng 11, Qun 10, Thnh Ph H Ch Minh
M s thu: 0300992066
Tel : 08 3 834 20 02 - 08 3 835 66 17
Fax : 08 3 834 20 01
Email: anphong@maximark.com.vn
Website : http://maximark.com.vn
H thng siu th Maximark trn ton quc: 5 siu th
Trung Tm Thng Mi Maximark Ba thng Hai
a ch: S 3-3C ng 3/2, Qun 10, Tp.HCM
Tel : 08 3 8325 324 - 08 3 835 66 17
Fax : 08 3 8391 285
Email: maximark.3-2@maximark.com.vn
Trung Tm Thng Mi Maximark Cng Ha
a ch: S 15-17 Cng Ha, Qun Tn Bnh, Tp.HCM
Tel: 08 3 811 75 70

Fax: 08 3 811 75 74
Email: maximark.ch@maximark.com.vn
Siu Th Maximark Cn Th
a ch: 2 Hng Vng CMT8, P.Bnh Thi, Qun Ninh Kiu, Tp. Cn Th
Tel: 0710 376 6933
Fax: 0710 376 6934
Email: maximark.ct@maximark.com.vn
Trung Tm Thng Mi Maximark Nha Trang
a ch: S 60 Thi Nguyn, Tp. Nha Trang
Tel : 058 3 818 727
Fax: 058 3 818 757
Email: maximark.nt@maximark.com.vn
Siu Th Maximark Cam Ranh
a ch: S 3 Hng Vng, Tp. Cam Ranh
Tel: 058 3 953 388
Fax: 058 3 956 288
Email: maximark.cr@maximark.com.vn
Lch s hnh thnh v pht trin
Cng ty C phn u t An Phong c thnh lp nm 1992 vi chc nng ban u l kinh
doanh hng tiu dng, thit b dng c th thao v dch v du lch. Cng xu hng i mi ca
t nc v theo kp c ch th trng, Cng ty C phn u t An Phong ngy cng m rng
v pht trin s vn tng dn qua cc nm. Bn cnh cng ty cng khng ngng gia tng cc mt
hng kinh doanh c bit l kinh doanh dch v. Vi s lnh o ca Ban gim c v i ng
nhn vin n nm 1994 s vn tng gp 4 ln lc ban u v cho n nay s vn iu l ca
Cng ty C phn u t An Phong l 90 t ng.
Trc nm 1993, hnh thc siu th rt ph bin cc nc pht trin. Tuy nhin loi hnh ny
cn rt xa l i vi ngi dn Vit Nam ni chung v dn TP. H Ch Minh ni ring. Cc hot
ng mua bn din ra ch yu cc ch, ca hng bch ha, ca hng bn l lm ny sinh
mt s vn m khch hng quan tm: hng km cht lng, hng gi, hng qu thi hn s
dng, v sinh thc phm, ni thch, cn thiu Mt khc cc hot ng mua bn ch gy
nhim mi trng xung quanh, phng chng chy n khng tt. Ngoi ra cn cc vn khc
nh trm cp, mc ti
Trong bi cnh , nm bt c nhu cu ca ngi tiu dng, Ban lnh o Cng ty C phn
u t An Phong nhn thy y l thi c xy dng v pht trin h thng bn l ca mnh ti
TP. H Ch Minh. Vi kin thc v kinh nghim ca mnh, Ban lnh o cng ty thy rng h
thng siu th c tim nng pht trin v c kh nng thay th cc ch v mc sng ngi dn
ngy cng tng, trnh dn tr ngy cng pht trin.
T nhng nhn nh trn v kinh nghim hc tp trong cc chuyn kho st Philippines,
Sigapore, Malaysia, Ban lnh o quyt nh thnh lp uiu th u tin vi tn gi l
MAXIMARK ti s 3C ng 3 thng hai - Qun 10. Siu th c khai trng ngy 05 thng
01 nm 1996 vi din tch kinh doanh hn 5.000 m2 , c khng gian thong mt, trang thit b
t tiu chun, hng ha phong ph v a dng thu ht c nhiu khch hng v s quan tm
ca cc nh sn xut, phn phi.
Nm 1998, Siu th MARXIMARK Nha Trang c xy dng ti thnh ph Nha Trang - tnh
Khnh Ha ta lc ti s 66 ng Quang Trung vi din tch kinh doanh khong 2000 m2 gm

khu siu th t chn, cc quy hng tng hp vi hng ha kh a dng p ng c nhu cu

mua sm ca ngi dn thnh ph bin v khch du lch.
Cng trong nm 2000, Cng ty C phn u t An Phong m rng u t siu th 3C, u t
mi tr thnh Siu th 3 - 3C hay cn gi l Siu th Ba Thng Hai, vi tng din tch trn 17.000
m2 tr thnh siu th bn l ln nht thnh ph H Ch Minh lc by gi.
Siu th Maximark Ba Thng hai c li th v v tr tip gip vi cc qun trung tm thnh ph
nh qun 1, 3, 10, Tn Bnh. c hng ha a dng phong ph, cch sp xp by bin hng ha
p mt, c s vt cht tt, trang thit b hin i, phong cch phc v lch s chu o... nn
thu ht ng o khch hng n tham quan v mua sm.
Trn c s thnh qu t c, nm 2001, Cng ty An Phong xy dng Maximark Cng Ha
trn khu t gn 20.000m2. Sau mt nm xy dng, Siu th Maximark Cng Ha m ca n
tip khch hng vo thng 02 nm 2002.
Vi mt bng kinh doanh trn 20.000 m2, gm khu vc t chn, cc quy hng tng hp, cc
loi hnh vui chi gii tr, nh hng, c ph gii kht, bi gi xe hi v xe gn my rng ri thoi
mi, siu th Maximark Cng Ha tr thnh siu th bn l ln nht v t chun mc nht
Vit Nam lc by gi.
Ngoi vic t im thm cho b mt vn minh thng mi thnh ph, vic xy dng Siu
th Maximark Cng Ha cn c ngha chnh tr x hi l bin mt khu vc thiu an ninh v
nhiu t nn x hi thnh mt khu vc khang trang, lch s, vn minh nh ngy hm nay.
Siu th Maximark Cng Ha cn c nt ni bt na l nh thi u a nng c xy dng v
hon tt trong nm 2002, vi sc cha 3.000 ch ngi. y l ni thng xuyn t chc cc gii
thi u th thao, cc bui trnh din ca nhc, thi trang, cc show tr chi ca VTV, HTV nh
Sao Mai im Hn, Chung Sc, Nt nhc vui, Kim t thp, Ht vi ngi sao, Chuyn nh, vv.
Cc hot ng ca nh thi u v sn khu Maximark gp phn nng cao thng hiu
Maximark.
Nm 2006, Siu th Maximark Cn Th c khai trng vo khong cui thng 4/2006 vi din
tch kinh doanh 15.000m2. y l siu th hin i v ln nht Thnh ph Cn Th nhm phc
v cho nhu cu mua sm ca ngi dn Tp. Cn Th, cc tnh ln cn v khch du lch .
Ngy 5/1/2010, Trung Tm Thng Mi Maximark Nha Trang khai trng ti 60 Thi Nguyn,
Tp Nha Trang vi din tch kinh doanh trn 14.000 m2, l Trung Tm Thng Mi ln nht v
qui m nht cc tnh min Trung v Ty Nguyn.
Sau hn 18 thng xy dng v ci to, ngy 5/4/2010 Trung Tm Thng Mi Maximark Ba
Thng Hai chnh thc m ca, vi din tch kinh doanh hn 25.000m2 gm tng hm gi xe,
khu siu th t chn, cc mt hng thi trang cao cp, khu m thc, cm rp chiu phim BHD v
Trung Tm V-Yoga.
Ngy 3/4/2011, Siu Th Maximark Cam Ranh c khai trng ti s 3 Hng Vng, thnh
ph Cam Ranh, vi din tch kinh doanh hn 8000 m2.Maximark Cam Ranh ra i cho mng
Cam Ranh c nng cp ln thnh ph v cng nh du s pht trin thng
hiu Maximark ti tnh Khnh Ha sau Maximark 66 Quang Trung v Maximark 60 Thi
Nguyn ti thnh ph Nha Trang.
Mt s thnh tu t c
nh hng pht trin
Khng ngng m rng h thng siu th Maximark c v s lng ln cht lng ph hp vi
tiu chun quc t, tiu chun qun l cht lng ISO 9001:2002 v tiu chun hot ng kinh
doanh siu th ca chnh ph. Siu th Maximark lun c gng vn cao v tr thnh trung tm
thng mi dch v - vn ha ca cng ng.

Maximark vi tn ch: V khch hng m phc v

Maximark vi logo: vi 2 ch M cch iu l cch vit tt ca thng hiu Maximark th hin
logo, cng vi mu ca 2 ch M th hin s nng ng, lng quyt tm phc v khch hng
mt cch tt nht ca thng hiu Maximark.
Maximark vi slogan: Khm ph s hon ho th hin nim mong mun ca h thng siu th
Maximark nhm cung cp cho khch hng mt sn phm, dch v hon ho nht, cng cung cch
phc v khch hng hon ho. Bn cnh , slogan ca thng hiu Maximark cn c tnh khiu
khch s t m, khm ph ca khch hng, khm ph s hon ho.
Bng bo co hot ng kinh doanh
CHNG 2 : HOCH NH CHIN LC CRM CA MAXIMARK
M hnh 5 p lc cnh tranh
Vi tng mc doanh thu tng trn 25%/nm ngay trong bi cnh nn kinh t th gii v trong
nc chu nhiu tc ng tiu cc t cuc khng hong kinh t ton cu, th trng bn l Vit
Nam ang c xem l min t ha i vi cc nh u t nc ngoi.
Song, vi ci nhn ca cc nh kinh doanh chuyn nghip, hin nay th trng bn l VN vn
ang mc pht trin vi gn 90 triu dn cng c cu dn s tr, mc thu nhp bnh qun u
ngi tng mnh t 4 nm qua, tng trng GDP v tc thu ht u t nc ngoi lin tc
tng cao. Bn cnh , khi i sng ngy cng nng cao, th hiu v thi quen mua sm ca
ngi VN c bit l gii tr s c nhng thay i ln. thc s l nhng hp lc cc
nh u t, nh kinh doanh bn l quc t nhm n VN.
S xm nhp ca cc tp on bn l nc ngoi i th tim n
im mu cht thc y cc tp on bn l ngoi nhp b vo VN chnh l nhng hp
lc ca th trng ny. Sau khi tr thnh thnh vin chnh thc ca T chc thng mi Th
gii (WTO), hng lot tp on bn l hng mnh ca th gii cng nh khu vc nhm vo
VN v h t mt sc p ln cc doanh nghip ni a. Nh vy cc nh kinh doanh siu th VN
cn lm g chng s xm nhp t ny?
Trc ht ni n vic s dng li th kinh t theo qui m, th trng bn l rng ln, c mc
tng trng cao. Tnh n nay trn c nc c khong 130 trung tm thng mi, 700 siu th,
hn 1.000 ca hng tin li. Trong s cc doanh nghip (DN) bn l ln trn th trng, c n
21 DN 100% vn nc ngoi, mt s DN lin doanh v cc DN ny ang tch cc pht trin h
thng. Trong khi , cc nh bn l ni tuy nhiu nhng ch mt s t xy dng c chui h
thng v to du n ring, cn rt nhiu DN hot ng khng hiu qu ang dn phi co cm li.
C chng sn phm dch v d bit ca ngnh bn l VN? S khc bit c ngha l phi th hin
c s c o, tnh cht hn hn ca ca sn phm dch v ca mnh i vi sn phm dch v
ca cc nh cnh tranh. S khc bit m cc nh bn l VN khai thc kh thnh cng l:
(1) m hnh kt hp gia t chn v c phc v, s c mt ca nhn vin mu dch gip , t
vn cho khch hng chn la sn phm ph hp, iu ny khng c ti cc ca hng t chn cc
nc khc;
(2) phc v tn nh cng c xem nh mt u vic ca cc siu th VN;
(3) la chn mt hng kinh doanh ph hp vi th hiu, khu v tng vng vi gi c hp l ph
hp vi kh nng thanh ton ca a s ngi dn cng l s khc bit c bn ca siu th VN.
Cc siu th VN lm g c th to ra lng trung thnh ca khch hng vi cc h thng siu th
hin hu? Lng trung thnh ca khch hng hay vic gi c khch hng cn xut xut pht t
nhng c th m ngnh kinh doanh siu th VN to dng, vi nhng phong cch phc v tn
tnh, chu o m h gi chn c khch hng truyn thng ca mnh. Bn cnh , cc

chng trnh khch hng thn thit hay chnh sch mi gi khch hng tr thnh thnh vin
ca mnh l nhng ro cn hu hiu chng xm nhp ca cc nh kinh doanh siu th VN thc
hin.
Cuc cnh tranh khc lit ca cc nh bn l VN
p lc th hai l p lc cnh tranh ca cc cng ty hin hu trong ngnh, l mt p lc thng
xuyn v e da trc tip cc cng ty bn l, khi p lc cnh tranh gia cc cng ty ngy cng
tng ln th cng e da v v tr v s tn ti ca cc cng ty. c bit l cc cng ty b li cun
vo s i u v gi s lm cho cc mc li nhun chung ca ngnh b gim st.Thm ch c
th lm cho tng doanh thu ca ngnh b gim. Nu nh mc co gin ca cu khng kp vi s
gim xung ca gi.
vt qua kh khn ny v tip tc cnh tranh, doanh nghip phi c chin lc gi v khuyn
mi hp l. Theo , s tp trung nhng mt hng s c tiu th mnh khuyn mi, gim
gi cng nh tng cng lm ra nhng sn phm c nhn hng ring (c gi r hn sn phm
cng loi). ng thi, khi m rng th trng doanh nghip ni cng cn ch tm n cc khu
vc cn t cnh tranh hoc c m hnh ca hng nh hn. c bit, phi nm bt nhu cu ca
khch hng, thu ht ngi mua bng vic trng by v trang tr cng nh a ra cc gii php
dch v tin li cho ngi mua sm.
p lc t ch truyn thng - Sn phm thay th ca siu th
Do nh hng bi tp qun mua sm ca ngi dn cha quen n vi loi hnh kinh doanh
thng mi hin i siu th nn t trng doanh s ca ngnh siu th ti TP.HCM trn tng
doanh thu bn l cn kh khim tn. hn ch nhng nh hng tc ng ca ch truyn thng
v nhng ca hng bn l trong khu dn c, cc siu th cn tp trung vo cc gii php nhm
nng cao s tin ch cho khch hng nh gi xe min ph, giao hng qua in thoi hay gi qu
min ph
p lc t cc nh cung ng
Mt p lc na cng khng km phn quyt nh, chnh l p lc t pha nhng nh cung cp.
H cng c th khng nh quyn lc ca mnh bng cch e da tng gi hng ho hay mc c
v cht lng sn phm dch v cung ng. Do , h c th chn p li nhun t cc siu th
nhm b p nhng chi ph tng ln trong gi thnh sn phm m trc y kh c th cp
n i vi siu th.
L do c cc nh cung cp a ra khi iu chnh gi sn phm tng ln gm nhiu yu t, nh
nh hng gi xng, in, nguyn vt liu vo chi ph u vo, k c chi ph nhn cng cng
tng thm v nh hng t gi ngoi t i vi cc mt hng nhp khu. Nhiu nh cung cp
hng thc phm, hng tiu dng v ho m phm ngh tng gi bn. Trong s ny, a s
cc nh cung cp thc phm ngh tng khong 10%, hng tiu dng nha tng 3-5%, trong
khi cc mt hng in gia dng a ra mc tng 10-15%. Ring cc mt hng c ngun gc nhp
khu c nh cung cp a ra mc tng t 10-18%.
i ph vi vn ny, cc doanh nghip kinh doanh siu th hin ti trn a bn thnh ph
cn tranh th m rng qui m, tng s lng cc c s kinh doanh ca mnh nhm chim c
li th v qui m, nng cao dn v th mc c i vi cc nh cung ng.
p lc v s mc c ca khch hng
p lc t pha khch hng xem ra rt quan trng i vi doanh nghip, n th hin ch yu di
hai dng l i hi gim gi hoc mc c c gi hoc cht lng tt hn. Chnh iu ny lm
cho cc nh cnh tranh chng li nhau, tt c nhng iu u lm tn hao li nhun ca
ngnh. S ra i ca cc siu th lm cho ngi tiu dng c y thng tin, nhiu c hi chn
la ca hng m mnh yu thch nht. Khi cc siu th p dng nhng hnh thc khuyn mi

nhm cnh tranh nh mt chng trnh khuyn mi bc thm trng thng, tng qu, gim gi
phc v khch n mua sm... thc s mang n cho ngi tiu dng mt mi li ln. i vi
thi im cui nm, khi cc siu th p gi khuyn mi, th lng ngi tiu dng mua hng
tr cng tng cao.
iu ny cng cng c thm v th mc c ca h hng ti mt dch v hon ho hn, mt
ni cung cp hng ho vi gi r hn v cht lng cao hn, n nh hn. Nu nh trc y vi
khng kh thong mt, hng ha trng by ngn np d tm, hay thi nim n ca nhn vin
thu ngn cng lm cho khch hng hi lng khi n siu th. Nay yu cu ca thng cao hn
nhiu, vi ha n mua hng tr gi khong hn 200 ngn ng th khch hng cng c th yu
cu nhn vin mang hng giao tn nh. ng trc p lc ny i hi cc nh kinh doanh siu
th phi thng xuyn nng cao cht lng phc v, nng cao tnh chuyn nghip, cng l
ng lc gip cho h lun i mi tm kim nhng gi tr tng thm nhm p ng nhu cu ngy
cng cao ca khch hng.
Tm li: t nhng phn tch v cc p lc hnh thnh nn mi trng cnh tranh ca cc doanh
nghip trong ngnh kinh doanh siu th trn, c th gip cc cng ty bn l nhn ra nhng c hi
v nhng e da qua c th nh hnh mt chin lc ph hp i ph mt cch c hiu
qu vi 5 p lc cnh tranh trong ngnh ni trn.
Phn tch SWOT
IM MNH
IM YU
i ng nhn s c tinh thn k lut cao v rt nng ng.
Siu th c mt bng vo loi c a.
H thng phn phi mnh v c tn nhim ca ngi tiu dng.
Cc s kin vn ha ngh thut lun din ra sut bn ma trong nm.
Mt bng kinh doanh cha tri rng v ph u.
Thng hiu maximark cha c qung b rng khp cc tnh, thnh trn ton quc.
Khng c hm gi xe ring bit, thong mt.
C HI
E DA
M rng h thng siu th. Maximark c v s lng v cht lng.
Tr thnh trung tm thng mi dch v - vn ha ca cng ng.
Pht trin sang cc nc khc.
Khong cch a l, gi c cao hn so vi ch hoc tim tp ha bn l v t thc n ti c sn.
Sc p cnh tranh ca cc siu th trong v ngoi nc.
Bn nguyn l
Khch hng nn c qun tr nh mt ti sn quan trng
Trong cc yu t gp phn to nn gi tr cho thng hiu Maximax th yu t v khch hng l
quan trng nht. Khch hng chnh l ti sn ca Maximax v c bit hn y l loi ti sn s
gp phn lm gia tng gi tr choMaximax.
Hng ngy, ti sn khch hng c san s cho cc nhn vin trong cng ty t marketing, kinh
doanh, chm sc khch hng n nhng b phn khc mt cch trc tip hay gin tip. Qua qu
trnh ny, gi tr ti sn ca khch hng c th c gia tng. Nhng cng c th gim dn v
mt i nu Maximax khng c c ch qun l v gim st hiu qu. Do , cn phi ra mt
gii php lu tr thng tin khch hng mt cch thng nht trong ton cng ty.
T , mi bin ng i vi khch hng u c ghi nhn v cnh bo cho nhng ngi lin
quan. Nh vy, nh qun l s kim sot v a ra cc quyt nh kp thi i vi khch hng.

Bn cnh , d liu khch hng cn c th c s dng xuyn sut trong cc chin dch
marketing ca doanh nghip nh cng c thc hin email marketing, SMS marketing . Thng
qua , mi quan h gia khch hng v doanh nghip lun c duy tr, khch hng s thy
mnh c chm sc thng xuyn v tha mn vi cht lng dch v ca doanh nghip. Mt
qu trnh nh vy s gp phn lm gia tng gia gi tr ti sn khch hng cho doanh nghip.
Khng phi tt c khch hng u nh nhau
Tt c cc khch hng b ngoi u nh nhau, nhng mt vi khch hng hon ton c tim nng
hn v c kh nng em li cho cng ty khon li nhun nhiu hn cc khch hng khc. Xut
pht t tim nng sinh li khc nhau, do ta khng nn i x tip th vi h nh nhau. T ,
Maximax nn phn chia cc khch hng mc tiu thnh 3 loi sau y:
Khch hng u tin A.
Khch hng bnh thng B.
Khch hng th yu C.
Khch hng khc nhau v nhu cu, th hiu, hnh vi mua
Nhu cu v hnh vi ca ngi tiu dng rt khc nhau gia cc x hi, gia cc khu vc a l,
gia cc nn vn ha, tui tc, gii tnh Do , b phn marketing cn phi nghin cu v
hnh vi ngi tiu dng la chn phn khc th trng ph hp trc khi quyt nh kinh
doanh mt sn phm no .
Hnh vi ca ngi mua chu nh hng ca bn yu t ch yu: vn ha, x hi, c nhn, v tm
l. Tt c nhng yu t ny u cho ta nhng cn c bit cch tip cn v phc v ngi mua
mt cch hiu qu hn. V th, nghin cu hnh vi tiu dng cng vi nhng yu t nh hng
n hnh vi tiu dng gip cho nhng nh lm marketing nhn bit v d on xu hng tiu
dng ca tng i tng khch hng c th. T a ra nhng k hoch marketing kp thi v
hiu qu.
Hiu khch hng tt hn
C th ni, ta cng hiu r v khch hng bao nhiu th cng d bn sn phm by nhiu. Do ,
b phn bn hng cn:
Thu thp thng tin, nhu cu, s thch. Vic thu thp thng tin v khch hng nh nhu cu, ngn
sch, s thch ca khch hng s gip cc nhn vin bn hng xy dng c mi quan h tt
vi h.
Phn loi khch hng.
khch hng trung thnh hn vi mnh, thit ngh Maximax cn phi c nhng gii
php chuyn nghip hn. l tp trung vo ci thin cng tc marketing, bn hng v dch v.
C th:
Phi thu hiu khch hng tip cn nhng phn khc th trng tim nng. S phn
nhm khch hng gip cng ty thy c s gia tng nhu cu ca mt phn th trng v iu
buc cc nh qun l phi ch nhiu hn vo nhng phn khc th trng tuy nh nhng c
trin vng. thu ht khch hng mi v gi c nhng khch hng hin c, nhn vin
marketing phi cn i ngn sch hp l c th tp trung ngun lc vo nhng phn
khc khch hng tim nng. Thu hiu khch hng v lm cho h trung thnh vi nhn hiu ca
mnh ng vai tr quan trng trong vic ti u ha hiu qu u t.
Tip l cn xy dng mi quan h vng chc vi khch hng. Khi sn phm v dch v
tha mn c khch hng th mt trong nhng cch to ra s khc bit l thit lp s tc ng
qua li gia siu th v khch hng. iu ny lm cho mi quan h vi khch hng vng chc
hn, ng thi gip ngi lm marketing phn loi khch hng ca mnh tt hn. To ra s

thng nht v n nh thng qua nhng yu t ni lc l ht sc cn thit tc ng tch cc

n khch hng trong nhng phn khc chnh.
Bn hng: C nhiu cch gip gia tng hiu sut bn hng nh s dng nhng tin b khoa hc
k thut (chng hn nhn v gi email qua in thoi di ng, s dng laptop x l thng
tin v lin lc vi khch hng mi lc, mi ni...), nhng trc tin phi c mt k hoch kinh
doanh tt. t ra ch tiu v gii thng nhn vin bn hng c gng t c mc tiu ra.
Dch v: S dng nhng cng c phn tch hiu su hn v mong mun ca khch hng theo
cch ca h. Mt khi thu hiu khch hng (bit c nhng dch v no cn thit vi h m
khng cn phi hi trc tip), siu th s c nhng gii php hp l hn, tha mn nhu cu khch
hng nhiu hn. Khi c mt dch v khch hng tt, th cn theo di v iu chnh cho ph
hp vi mong mun ca khch hng m b phn marketing to ra cho h, phn loi ra nhng
mong mun khc nhau , tng hp chng tm ra nhng cn tr i vi h thng dch
v ca cng ty v thc hin cng vic ny hng nm.
Tnh hnh khch hng ca Maximark
Phng php nh gi
nh gi v tm hiu i tng khch hng ca Maximark, trong bi bo co ny ti s
dng phng php thu thp thng tin th cp v thng tin s cp.
Thng tin th cp: cc thng tin c c t ngun ni b, cc bng thng k, bo co ca cng
ty, ly t bo, tp ch v cc lun vn kha trc,...
Thng tin s cp: cc thng tin c c bng cch lp bng cu hi phng vn khch hng
trc tip ti siu th Maximark.
Kch thc mu nghin cu v cch chn mu
Kch thc mu: v thi gian v iu kin chi ph nn trong nghin cu ny ti s dng 120 mu
nghin cu v suy rng ra cho ton b khch hng ca siu th. T ti i n kt lun
chung v nhu cu, mong mun v s thch ca khch hng.
Cch chn mu: trong nghin cu ny, mu c chn theo phng php ngu nhin v ngi
c mi phng vn phi vo mua sm hoc vui chi ti siu th.
a im nghin cu: mu nghin cu c ly ti 2 trung tm thng mi ca h thng
Maximark ti TP.HCM.
Phng php thu thp thng tin
Bng cu hi c ni dung ch yu xoay quanh vn nghin cu v nhu cu, s thch v mong
mun ca khch hng i vi siu th. Nghin cu i tng khch hng n Maximark l
nhng thnh phn no, tui, gii tnh, thu nhp v ngh nghip ca h. Trong nghin cu ny
s dng phng php bn cu hi phng vn trc tip.
Cng c x l, phng php tnh ton
Cng c x l v phng php tnh ton: thng tin c thu thp, m ha v tnh ton bng
phm mm Excel.
CHIN LC KHCH HNG
i tng
c im
Chin lc khch hng
A
y l nhm khch hng c gi tr hin ti cao v lng trung thnh cao. Nh vy y l mt mi
quan h cn c bo v. y l nhm khch hng c yu cu cao v cc dch v gi tr gia tng.

Chit khu 5% khi mua sm ti khu vc t chn ca siu th.

Nhn 01 phiu qu tng tr gi 150.000 ng khi qu khch ln hng t th bc ln th vng.
Nhn qu sinh nht.
Tham d hi ngh khch hng do MAXIMARK t chc hng nm.
c hng nhiu u i khc theo cc s kin c thc hin thng xuyn hng nm.
S dng khu vc tnh tin dnh cho MAXIMARK-VIP khi mua sm ti siu th.
c nhn thng tin khuyn mi, th ng, th bo ca siu th n nh.
c u i khi mua sm v s dng cc dch v gii tr , lm p, chm sc sc khe, du lch,
n ung...ti h hng siu th Maximark.
B
y l nhng khch hng thng c gi tr hin ti mc kh nhng c s trung thnh kh cao.
C nhu cu v cc dch v gi tr gia tng.
Chit khu 4% khi mua sm ti khu vc t chn ca siu th.
Nhn 01 phiu qu tng tr gi 150.000 ng khi qu khch ln hng t th tm ln th bc.
Nhn qu sinh nht.
S dng khu vc tnh tin dnh cho MAXIMARK-VIP khi mua sm ti siu th.
c nhn thng tin khuyn mi, th ng, th bo ca siu th n nh.
c hng nhiu u i khc theo cc s kin c thc hin thng xuyn.
C
y l nhm khch hng va c lng trung thnh thp va c gi tr hin ti thp, c th coi y
l nhng mi quan h cn phi thay i.
Tr thnh thnh vin chnh thc ca chng trnh Khch hng thnh vin ca MAXIMARKVIP.
S dng khu vc tnh tin dnh cho MAXIMARK-VIP khi mua sm ti siu th.
Cp dch v khch hng siu th Maximax
Cp 1: Khch hng u tin.
c nhng khch hng u tin hay tim kim nhng khch hng u tin v gi c h l c
mt qu trnh y kh khn, mi khch hng u c nhu cu v tnh cch ring. Khch hng n
vi Maximark khng ch khi cn mua hng m i lc ch l tham quan, ngm nhn.. nhng
nhng khch hng ny lun c Maximark quan tm. V mt lc no khi nhu c nhu cu h
s ngh n Maximark.
Vi nhng khch hng ny vic hng dn tn tm, hay gii thch cho h hiu v cc sn phm
hay cng dng, s to cho h mt cm gic thn thin, c khi t vic ch i tham quan h s
chuyn sang vic mua sm mt t hng ha g ..
nhng khch hng ln u tin n vi Maximark c cm thy thoi mi, v mun mua
sm hay tr thnh mt thnh vin ca Maximark th i ng nhn vin y kh l chuyn
nghip. H c o to kh nng v thuyt phc khch hng, cch cho hi v tr li thn
thin, hiu r v sn phm mnh bn nht l hng dn tn tnh d khch hng ch xem khng
mua sm
T vn cho khch hng la chn sn phm ph hp vi nhu cu s dng v vi chi ph thp nht.
Lun hp tc cht ch vi cc nh vn chuyn uy tn m bo cung cp sn phm nhanh nht
n tn tay khch hng trong vng c th..
Hp php ho s cung cp ca bn, chng minh rng c mt th trng trn thc t dnh cho
nhng sn phm hay dch v ca bn.
Maximark chng minh vi khch hnh mi rng hng ha ca mnh rt a dng v p ng
y mi nhu cu v hng trong v ngoi nc.

C mt h thng siu th Maximark tin li cc qun trong thnh ph v a im gn cc

ng, khu trung tm nhn nhp..
Hng ha lin tc thay i ph hp vi nhu cu ca khch hng.
Maximark thng tm khch hng v chm sc khch hng u tin thng qua cu hi: Ai l
nhng ngi bn thn ca bn v bn ca h? V t nhng ngi ny nu bn chm sc tt th
bn c th tip cn n khch hng tim nng l bn ca h, ngi thn, ng nghip
p dng cc hnh thc thu ht cho khch hng u tin nh: thu thp thng tin khch hng, gi
cc mu qung co gim gi, khuyn mi khi mua sm
Cn phi Marketing vi nhng khch hng u tin mnh m hn:
Maximark cho h thy h lun c quan tm, c phc v tt..
Lun cho khch hng c cm gic Maximark lun tt hn nhng ni khc v cht lng hng
ha, s a dng, v cung cch phc v..
Cp 2: Khch hng lp li.
Lun lun xut hin, sn sng gip :
Khi bn xut hin nhiu ni, tr li nhiu ch, thng tin lin lc ca bn c khch hng
lun nhn thy, m vic ny Maximark lm rt tt. Mi gian hng u c mt nhn vin ng
trc v tn tnh hng dn, mi gian hng khc nhau, nhn vin u c mu o khc nhau v
logo thng hiu hay sn phm gian hng ..
Cung cp gi tr gia tng:
Cc nhn vin hng dn v h tr cc quy lun tn tnh gip v hng dn khch hng.
H c o to bi bn v mt hng m mnh qun l. V d nhn vin bn hoa: h s gip bn
chn hoa ph hp vi ch , ngy l hay hng dn bn cm hoa nh th no ph hp tng loi
v ngha ca n lm cho khch hng rt thoi mi v lun mun quay li Maximark..
Lun phn hi tch cc:
Maximark lun lng nghe kin khch hng d mi hay c thay i ph hp, v mi khch
hng c nhu cu v tnh cch ring. V vy c mi ln quay li vi Maximark khch hng s
khng cn cm thy vng mt v vng no na..
C nhng chnh sch khuyn khch:
Maximark lun c thng tin v khch hng nh khch hng vip v khch hng cha ln vip.., gi
nhng thng tin khuyn mi n khch hng h cm thy mnh c quan tm d l khch
hng Vip hay khng...
Khch hng thng c xu hng quay li Maximark v:
y khng kh lun thong rng ri v khng c cm gic ngt ngt nh nhng siu th khc..
Cch by tr v trng by lm cho khch hng d l ln u ti cng bit c mt hng mnh
cn ni u
Nhn vin tn tnh ch dn v c ni ngh ngi n ung sau khi mua sm thong mt..
C chnh sch hu i nhng khch hng mua nhiu hay thng xuyn mua hng
Cc mt hng lun thay i v b sung lm a dng v mt hng cng nh cht lng cc mt
hng trong v ngoi nc..
Cp 3: Khch hng lun ng h.
Khch hng sau khi gn b vi Maximark thng tin cy cc mt hng y, khi c nhu cu
mua sm h thng chn Maximark.
Vi nhng khch hng ny Maximark lun u i nh gim gi khi mua hng vi khch hng th
vip..
C qu tng vo nhng dp t bit..
Maximark lun thm d kin nhng khch hng ny:

Ti sao h chn sn phm ny v nhng g h thch mnh. Nhng g chng ta cn thay i ,

lun lng nghe khch hng d l tiu ch ca Maximark trong nhiu nm qua..
Gi vng nhng gi tr hin c v thay i nhng gi tr m khch hng mong mun ph hp
mt cch nhanh nht..
Vi nhng khch hng lun ng h th chng ta ch nn chm lo v dch v u i v h tin
tng. Nn tp trung vo khch hng mi v cp 2 v h s cung cp cho chng ta nhng
thng tin thay i cho ph hp, cng nh lng khch hng tim nng t nhng ngi bn ,
gia nh ca h
nh gi khch quan thc trng cht lng dch v ti chui siu th Maximark ti TP.HCM
Thc trng v yu t sn phm chui siu th Maximark TP.HCM
Sn phm trong siu th l mt trong nhng yu t nh hng ti cht lng dch v m siu th
mang n cho khch hng. Khch hng s thy tho mn vi cht lng dch v ca siu th khi
h c cung cp nhng sn phm tt, p ng c nhu cu v mong mun ca h. Do , vic
cung cp sn phm nh th no l mt vn m siu th cn quan tm c th nng cao c
cht lng dch v khch hng ca mnh.
BNG 2.6: NH GI V C S VT CHT, H TNG CA SIU TH
Th t
Nhn nh
im trung bnh
1
Mt bng siu th rng ri
3.91
2
H thng my lnh trong siu th tt
3.72
3
H thng my tnh tin nhanh chng, chnh xc
3.80
4
C khu gii tr, n ung tt
3.68
5
H thng my ATM nhiu
2.76
6
Ni chung, anh/ch hi lng v c s vt cht siu th
3.56
Ngun: S liu iu tra 11/2012
Nhn xt:
Siu th Maximark c mt iu kin rt tt pht trin, l mt bng ca siu th. Siu th
nm ngay trung tm TPHCM, trn trc ng ln hai chiu, rt thun tin cho ngi dn i mua
sm. Mt bng siu th l kh rng ri v thong. C s h tng ca siu th c xy dng kh
quy m. Siu th c phn chia thnh hai khu ring bit l khu dnh cho cc phng, ban qun l
siu th v khu mua sm. Khu mua sm c xy dng kh rng ri. Cc khu vc c b tr rt
r rng, thun tin cho khch hng i siu th. Ni chung l c s h tng siu th l tt.

Hin nay, rt nhiu khch hng dng th ATM tin cho vic mua sm. y l mt phng
thc ph hp vi xu hng tiu dng hin i, c bit l siu th. Khch hng mun gn gng
v thun tin khi dng th ATM rt tin ngay ti siu th thanh ton thay v mang tin mt
theo. siu th Maximark hin nay, h thng my ATM phc v cho khch hng rt t, khng
p ng c nhu cu ca khch hng. Khu gii tr, n ung ca siu th nhn chung l kh rng
ri. Khch hng c th n y n ung, cho tr chi rt thun tin khi kt hp vic mua sm
v th gin.
Nhn tng th th c s vt cht, h tng ca siu th l rng ri, thoi mi, c th p ng c
nhu cu ca khch hng, to cho khch hng n mua sm siu th c cm gic thoi mi.
Thc trng v cch trng by trong siu th
BNG 2.7: NH GI CCH TRNG BY TRONG SIU TH
Th t
Nhn nh
im trung bnh
1
Hng ho c trng by ngn np, sch s
4.07
2
Bn di chuyn d dng xem hng
3.99
3
Anh/ch hi lng v cch trng by trong siu th
3.92
Ngun: S liu iu tra 11/2012
Nhn xt:
Siu th Maximark hin nay c cch sp xp, b tr, trng by hng ho rt ph hp. Cc loi
hng ho c b tr rt khoa hc v gn gng. Nhng mt hng tiu dng hng ngy c b tr
ngay u tin tin cho khch hng cn mua nhanh. Cc mt hng thc phm c b tr thng
vi hng khch hng i vo, cc loi m phm dng hng ngy nh du gi, x bng git
c b tr ngay li vo. Cc k hng c khong cch cng nh cao rt ph hp khch
hng c th thoi mi xem xt, la chn hng ho. Cc mt hng c xp gn gng, v sch s
gip cho khch hng cm thy thoi mi hn khi xem hng.
Mc d cch sp xp b tr ca siu th l tt nhng mt s mt hng c khch hng xem, la
chn nhiu nh hi sn, thc phm li rt ln xn. S ln xn ny mt phn l v cch sp
hng ca siu th nhng nguyn nhn ch yu l do nhn vin siu th khng c s ch dn cch
xem hng cho khch, khch hng sau khi xem th khng vo ch c th nhn vin siu th
cng cha sp xp li ngay. Do , t ng lnh rt ln xn.
Khch hng khi n siu th vn cha hi lng v cch b tr cc quy tnh tin ca siu th.
rng ca mi quy qu nh, kh khn cho khch hng khi mang n thanh ton. Cc bng ch
dn cho khch hng vn cn thiu, lm khch hng khng bit c u l quy thanh ton
thng, u l quy dnh cho khch hng c th c bit.
Thc trng v an ton trong siu th
Khi i mua sm trong siu th, khch hng mong mun mnh lun c an ton. Cm gic an
ton khi i siu th lm cho khch hng thy thoi mi hn khi i mua sm. Hin nay, cc h
thng bo m an ton trong siu th kh m bo. T cc h thng phng chy, cha chy, h
thng li thot him khi xy ra s c n h thng an ninh kim sot trong siu th.

BNG 2.8: NH GI S AN TON SIU TH

Th t
Nhn nh
im trung bnh
1
H thng phng chy, cha chy y
4.03
2
Li thot him c ch dn r rng
3.89
3
Ni chung anh/ch hi lng v an ton siu th
4.00
Ngun: S liu iu tra 11/2012
Nhn xt:
H thng phng chy cha chy ca siu th c s lng y vi cht lng tt. Hng nm,
siu th u c cc chng trnh kim tra v h thng phng chy cha chy siu th, siu th
cng c nhn vin i hc cc lp v cch cha chy v x l s c. Cc bnh cha chy, vi
cha chy c b tr mi v tr thun tin cho s dng khi siu th xy ra s c chy n. Vi
h thng ny, siu th lun m bo an ton cho khch hng n siu th mua sm.
H thng li thot him ca siu th hin nay cha c tt. Cc bin bo ch dn li thot him
vn cn thiu v khng r rng. iu ny s lm cho khch hng bi ri khi siu th xy ra s c.
Cc li thot him hin nay c b tr nhng v tr rt kh nhn ra. Siu th cn xem li cch
ch dn li thot him cho khch c r rng hn, gip khch hng d nhn bit hn, to cho
khch hng cm gic an tm hn khi i siu th.
Thc trng v bi gi xe trong siu th
BNG 2.9: NH GI V BI GI XE
Th t
Nhn nh
im trung bnh
1
Xe v m bo him c gi bo m
3.81
2
Nhn vin bi gi xe tn tnh chu o
3.81
3
Ni chung anh/ch hi lng v bi gi xe
3.87
Ngun: S liu iu tra 11/2012
Nhn xt:
Mt vn m khin nhiu khch hng khng hi lng v siu th l nhnvin ca bi gi xe.
Nhn vin bi gi xe c thi vi khch hng n siu th vn cn thiu lch s, thiu s nim
n. Khch hng vn thng phn nn v nhn vin gi xe v thi ny.
Bi gi xe siu th hin nay ang dng phng php gi xe bng th t rt m bo an ton cho
xe ca khch hng. Do , khch hng hon ton yn tm v an ton ca xe mnh khi gi

bi xe ca siu th. Tuy nhin, dch v gi xe siu th vn khng bao gm gi m bo him.

Khch hng phi t qun l m ca mnh khi gi xe ti siu th.
nh gi mc hi lng ca khch hng ti siu th Maximark
Vic nh gi s hi lng ca khch hng i siu th c thng qua vic nh gi cc nhn nh
sau:
- Anh/ch thch i mua sm ti siu th MAXIMARK.
- Anh/ch cm thy thoi mi khi i siu th MAXIMARK.
- Anh/ch hi lng vi cht lng dch v siu th MAXIMARK.
BNG 2.10: MC HI LNG CA KHCH HNG
Yu t
im trung bnh
1
Anh/ch thch i mua sm ti siu th MAXIMARK.
3.95
2
Anh/ch cm thy thoi mi khi i siu th MAXIMARK.
3.99
3
Anh/ch hi lng vi cht lng dch v siu th MAXIMARK.
3.89
Ngun: S liu iu tra 11/2012
Nhn xt:
Qua bng trn, ta nhn thy mc hi lng ca khch hng trong mi yu t v s hi lng siu
th l chp nhn c. Tuy cha phi l qu cao nhng mc hi lng ca khch hng vi siu th
mc kh. Bng cch tnh trung bnh cng ca 3 yu t trn, ta c th tnh c mc hi lng
ca khch hng v cht lng dch v siu th l 3,94. Ch s ny cho chng ta thy vn cn
nhng khch hng cha hi lng lm v siu th. Siu th cn phi xem xt li nhng yu t no
m khch hng cha tho mn c nhng bin php khc phc nhm mang n cho khch
hng s thoi mi nht, lm tho mn mi nhu cu ca khch hng. T , khch hng s trung
thnh vi siu th hn, mang li doanh thu cao hn cho siu th.
BNG 2.11: NH GI S HI LNG CA KHCH HNG VO GII TNH
nh gi
Nam
N
Anh/ch cm thy hi lng v cht lng dch v ti siu th Maximark
4.00
3.93
Ngun: S liu iu tra 11/2012
Nhn xt: Qua bng trn ta thy s hi lng ca khch hng v cht lng dch v khng ph
thuc vo gii tnh, hay ni cch khc l khng c s khc bit no trong nh gi s hi lng
gia nam v n.
BNG 2.12: NH GI S HI LNG DA VO TUI
nh gi
Anh/ch cm thy hi lng v cht lng dch v ti siu th Maximark
Di 23 tui...3.76
T 23 n 30 tui

3.96
T 31 n 40 tui
4.00
Trn 40 tui
3.92
Ngun: S liu iu tra 11/2012
Nhn xt: Theo kt qu bng phn tch trn ta thy rng khng c s khc bit trong mc
hai lng gia cc nhm tui. nhng tui khc nhau th khch hng vn c chung mt cm
nhn mc hi lng v cht lng dch v siu th. Do , siu th mun to s hi lng cho
khch hng thi phi tp trung vo mi la tui, v khch hng la tui no u cng c mt
cm nhn nh nhau.
nh gi v s nhn bit thng hiu ca khch hng
Vic nh gi s nhn bit thng hiu ca khch hng da vo s nh gi 3
nhn nh sau:
- Khi c nh i siu th th anh/ch ngh n siu th Maximark u tin.
- Nu c ngi quen mun i siu th th anh/ch s gii thiu siu th Maximark.
- Anh/ch s tip tc chn siu th Maximark nu i mua sm siu th.
Cc nhn nh trn c khch hng nh gi nh sau:
BNG 2.13: NH GI V S NHN BIT THNG HIU CA KHCH HNG
Nhn nh
im trung bnh
1
Khi c nh i siu th th anh/ch ngh n siu th Maximark u tin.
4.51
2
Nu c ngi quen mun i siu th th anh/ch s gii thiu siu th Maximark.
4.34
3
Anh/ch s tip tc chn siu th Maximark nu i mua sm siu th.
4.45
Ngun: S liu iu tra 11/2012
Nhn xt:
Qua bng trn, ta thy s nhn bit thng hiu ca khch hng l tng i cao. Mc im cho
mi nhn nh l kh cao, t ta c thy c khch hng c nh gi v thng hiu siu th
Maximark l tt. trn, vi nhn nh Anh/ch s ngh n siu th Maximark u tin th
c nh gi vi mc im 4,51. S im ny l kh cao, chng t hnh nh siu th Maximark
in su trong tm tr ca ngi khch hng. Nhn nh anh/ch s gii thiu siu th
Maximark cho ngi thn c 4,34 im v nhn nh anh/ch s tip tc chn siu thi
Maximark nu i mua sm siu th t 4,45 im. y cng l nhng mc im cao, chng t
khch hng nh gi cao thng hiu ca siu th, s trung thnh lp li ca khch hng chnh l
mt khng nh v thng hiu.
KT LUN
Qua 11 nm hot ng, cng ty c phn u t An Phong khng nh thng hiu chui siu
th Maximark trn th trng bn l vi mt s thnh tu ng k. Hin nay, chui siu th
Maximark c 5 h thng c ta lc trn cc thnh ph: TP H Ch Minh, TP Cn Th, TP Nha

Trang, TP Cam Ranh vi Slogan Khm ph s hon ho. Khch hng mc tiu l nhng ngi
c thu nhp kh. n vi siu th Maximark, khch hng s cm nhn c cch phc v nhit
tnh ca nhn vin bn hng, cch b tr gian hng p mt, gn gng, logic. Khng nhng th,
Maximark Ba Thng Hai t chun phc v khch du lch do s vn ha th dc th thao v du
lch TP. H Ch Minh trao tng.
TI LIU THAM KHO
Website tailieu.vn
Website luanvan.net
Cm nang qun l mi quan h khch hng ca Jill Dych - NXB Tng hp TP.HCM- xut bn
nm 2010.

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