BI 1

CC M HNH NGHIN CU CH S S HI LNG KHCH HNG

Th.S Phm Th Thu Hng

Ch s hi lng ca khch hng (Customer Satisfaction Index CSI)

c ng dng nhm o lng s tha mn ca khch hng i vi cc
ngnh, cc doanh nghip nhiu quc gia pht trin trn th gii. Xy
dng v ng dng ch s CSI ca cc ngn hng gip cho vic xy dng h
thng d liu thng tin v s hi lng ca khch hng, lm c s cho cc
vic hoch nh chin lc cnh tranh, tip th, xy dng thng hiu v
xc tin thng mi nhm gia tng nng lc cnh tranh ca ngnh khi Vit
Nam gia nhp T chc Thng mi Th gii (WTO).
Ch s hi hi lng ca khch hng bao gm cc nhn t (bin), mi
nhn t c cu thnh t nhiu yu t c th (indicators, items) c trng
ca sn phm hoc dch v. S hi lng khch hng (customer satisfaction)
c nh ngha nh l mt s nh gi ton din v s s dng mt dch
v hoc hot ng sau bn ca doanh nghip v y chnh l im ct li
ca m hnh CSI. Xung quanh bin s ny l h thng cc mi quan h
nhn qu (cause and effect) xut pht t nhng bin s khi to nh s
mong i (expectations) ca khch hng, hnh nh (image) doanh nghip
v sn phm, cht lng cm nhn (perceived quality) v gi tr cm nhn
(perceived quality) v sn phm hoc dch v km theo n cc bin s kt
qu ca s hi lng nh s trung thnh (customer loyalty) hay s than
phin ca khch hng (customer complaints).
1.M hnh CSI ca Fornell et al (ACSI).
M hnh ch s hi lng ca M (ACSI), gi tr cm nhn chu tc
ng bi cht lng cm nhn v s mong i ca khch hng. Khi , s
mong i ca khch hng c tc ng trc tip n cht lng cm nhn.
Trn thc t, khi mong i cng cao, c th tiu chun v cht lng cm

nhn ca khch hng i vi sn phm cng cao hoc ngc li. Do vy,
yu cu v cht lng sn phm v dch v cung cp cho khch hng cn
phi m bo v c tha mn trn c s s hi lng ca h. S hi lng
ca khch hng c to thnh trn c s cht lng cm nhn, s mong
i v gi tr cm nhn, nu cht lng v gi tr cm nhn cao hn s
mong i s to nn lng trung thnh i vi khch hng, trng hp
ngc li, y l s phn nn hay s than phin v sn phm m h tiu
dng.
S than phin
(Complaint)

S mong i
(Expectations)
Gi tr cm
nhn
(Perceived
value)

S hi lng
ca khch
hng (SI)

S trung thnh
(Loyalty)

Cht lng cm nhn

(Perceived quality)

Hnh 1. M hnh ch s hi lng khch hng ca M

(American Customer Satisfaction Index ACSI)

2. M hnh ch s hi lng ca Chu n (ECSD) : M hnh ch s hi lng

chu u (ECSI) c mt s khc bit nht nh. So vi ACSI, hnh nh ca
sn phm, thng hiu c tc ng trc tip n s mong i ca khch
hng. Khi , s hi lng ca khch hng l s tc ng tng ha ca 4
nhn t hnh nh, gi tr cm nhn, cht lng cm nhn v c sn phm
hu hnh v v hnh. Thng thng, ch s ACSI thng p dng cho lnh
vc cng cn ch s ECSI thng ng dng o lng cc sn phm, cc
ngnh.

Hnh nh (Image)

S mong i
(Expectations)

Gi tr cm
nhn
(Perceived
value)

S hi lng
ca khch
hng (SI)

Cht lng cm nhn

v sn phm
(Perceved quality-Prod)
dch v
(Perceved qualityServ)

Hnh 2. M hnh ch s hi lng khch hng cc quc gia EU

(European Customer Satisfaction Index ECSI)

S trung thnh
(Loyalty)