0_2011_CVv160S2532011009

7/23/2019 0_2011_CVv160S2532011009

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P H A T T R I E N K I N H T E

Sd 253, Thdng Mttd i MQtnam 2011

SU

THOA MAN CUA KHACH HANG DOI

VOfl

CHAT

Ll/QfNG

DjCH VU

HE

THONG SIEU THI

VINATEX-MART

TS.HA NAM KHANH GIAO ThS.NGUYEN TAN VU

Nghien c u ndy xem, xet m di quan hf giUa

sii

thoa mdn khdch hdng vd cdc yeu td

chdt liipng dich vg cua hf thdng sieu thi

Vinatex-Mart.

Cdc mdi quan hf ndy diipc

kiem dinh

vdi

320 khdch hdng ciia sieu thi Vinatex-Mart tgi TP.HCM. Thang do RSQS

(Dabhokar ctg, 1996) diipc sU dgng, co dieu chinh cho phii hp p v i dieu kifn VN.

Phiicfng phdp phdn tich do tin cdy Cronbach's Alpha, phdn tich nhdn td khdm phd

EFA,

cung

v i

phdn tich hoi quy bgi diipc sii dung

v i

phiiOng

tifn ho trp

d

SPSS 16.

Kit qud nghien c u cho thdy co 5 thdnh p hdn cda chdt liipng dich vu sieu thi co

quan hf nhdn qud v i

sii

thda mdn cua khdch hdng: chinh sdch phuc vu, thugn tifn

mua sam, dg tin egy, ndng

liic

phuc vu, gidi quyit vdn de. Nghien c u de ra mgt sd

kiin nghi cho ban ldnh dgo nhdm ndng cao chdt liipng dich vu di ldm tdng sii thoa

mdn khdch hdng.

1.Khai quat

Na m 1995, VN chi cd 10 sieu ihi vd 2 irung

tam thttcfng mai, de'n nay cd hon 400 sieu ihi, 60

irung idm thttcfng mai, 2.000 ctta hang mua sdm

tien lgi vd hon 900.000 cac loai ctta hdng khac.

Cdc chuyen gia d\i bdo, trong vdng 2nam tdi, so

Ittgng sieu thi, trung tam thttcfng mai cdn tang.

Ngodi cdc he thd'ng sieu thi do nttdc ngodi dau itt:

Metro, Big C, Lotie... hon 10 he thd'ng sieu thi

irong nttdc cd mang Ittdi ttt 5 de'n 50 diem kinh

doanh nhtt Vinatex-Mart, Co.op Mart, Citimart,

Hapro, Fivimart..

He thong Sieu thj Vinatex-Mart thugc Tap

doan Dei May VN, th dn h lap ngdy 10/10/2001, la

chudi sieu thi tong hop, trong dd det may la

ngd nh ha ng chu life. Vdi phttOng chdm Chdm sdc

ban ttthg dttdng kim mui chi , Vinatex-Mart ludn

no

life

hodn thien minh, ludn quan tdm cham sdc

khdch hdng, tao svf tin tttdng cua ngttdi iieu dung.

De phdt trien tbttOng hieu Vinatex-Mart, viec

khao sat

sif

thda man cua khdch hang la ra 't can

ihiet. Qua dd, cdng iy se ed each nhin todn dien

hon ve cac ye'u to anh httdng de'n

sif

thoa man

khdch hdng vd cha't IttOng dich vu sidu thi, itt dd

tap irung td't hon cho viec hoach dinh cai thien

dich vu vd phan phoi nguon life, va do cung chinh

la nen tang cho lgi the canh iranh.

2. Co scr

iy thuyet

2.1 Chdt liipng d ich vu sieu thi

Theo TCVN va ISO 9000, chai Ittgng dich vu

la mttc phu hgp cua san pham dich vu so vdi cac

yeu cau de ra hoac dinh irttdc ciia ngttdi mua.

Lehiinen, U & J.R. Lehiinen (1982) cho la chat

Ittgng dich vu phai dttgc ddnh gia iren hai khia

canh: (1) qua irinh cung cap dich vu vd (2) kei

qua cua dich vu. Gronroos (1984) de nghi hai

linh

vttc cua chat Ittgng dich vu: (1) cha't Ittgng ky

thuat vd (2) chat Ittgng chttc nang. Parasuraman

& ctg (1985, 1988) dtta ra md hinh 5 khoang

each

va 5 ihdnh phan chd't Ittgng dich vu, ggi tat la

SERVQUAL, thang do nay dttgc danh gid

Id

khd

todn dien (Svensson, 2002).

Dabholkar & ctg (1996) nghien ettU chdi lugng

dich vu cua nhieu loai hin h ban 16 khde n hau va

dtta ra md hinh chd't Ittgng dich vu bdn 16 sieu

ihi.

Md hinh ggi tat la thang do RSQS (Retail

Service Quality Scale), dttgc dieu chinh va phat

trien ttt thang do SERVQUAL, gom 28 bien quan

sat i rong 5 ihdnh phan:

ittttng

idc ca nhan,

' rudngDai hgc Taichinh Marketing

PHAT TRIEN THUONG MAI

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Sd 253, Thdng

MUdi Mdt

ndm

2011

phttOng dien vai chai, iin cay, giai quyii vd'n de,

chinh sdch sieu ihi. Thang do RSQS dd

dttOc

danh gia la kha hodn chinh cho

vide

cbo

vice

danh gia chai IttOng dicb vu

hiin

16,

sieu

ihi

(Mehia & cig, 2000).

Mohia & cig (2000) kiem dinb bai md binh

SERVQUAL va RSQS cbo dicb vu ban 16 bang

dien itt va sieu ihj iai Singapore vd da dtta ra

mgi md binh chd't Ittgng djch vu dieu cbinb, ggi

tat la md hinb MLH (vilt idi itt tdn cua ba idc

gia Mehia-Lalwani-Han), bao glm 5 ihdnh phan

vdi 21 bien quan sat: nhan vicn phuc vu, cO sd

vdt chai, hang boa, iin ittdng, cbo dau xe.

Nguyen Dinb Thg & cig (2003)

kiom

dinb va

dicu chinh itt ihang do SERVQUAL, RSQS,

MLH, xay difng ihang do chd't IttOng djch vu sidu

thi d VN, bao gom 5 thdnh phan vdi 20 bien

quan sdi: chung loai hang boa, khd ndng phuc vu

cua nhan vien, tnfng bay irong sieu ihj, mat

bang sieu ihj, an todn trong sieu thj.

2.2 SyCthoa mdn cua khdch hdng

Cd rai nhieu djnh nghia ve stt thda man cua

khdch hang: iheo Oliver (1997), stt thda mdn la

su phan tthg cua ngttdi iieu dung dd'i vdi viec dttgc

ddp ttng nhtthg mong mudn irong viec iieu dung

san pham hoac dicb vu, bao gom ca mttc do ddp

ttng iren vd dttdi mttc mong dgi. Ben canh dd, md

hinh Teboul (Dale & ctg, 1999) cho thd'y cdi nhin

ve

sif

thda man khdch hdng rdi don gidn: chi

Id

diem gap nhau hay dien tich trung nhau gitta kha

nang cua doEmb nghiep vd nhu cau cua khdch

bdng.

Theo Kotler (2001),

sif

thda mdn

Id

mttc do

trang ihdi cam gidc cua mdi ngttdi bdt dau itt viec

so

?dnh kit

qua thu dttgc itt san

pham/djeb

vu vdi

nhttng ky vgng cua ngttdi dd. Md binh Kano

(2000) ve SLf thd a m dn khd ch ba ng phd n chia

thudc iinh bdng hda vd dich vu ra 3 loai: cdn ban,

ihifc hien vd kich thich theo mttc do ddng gdp cua

chung len

sif

thda mdn khdch bdng.

2.3 Quan hf chdt liipng dich vg vd sii

thoa mdn cda khdch hdng

Nhieu nghien

ettU

cho tha'y cha't Ittgng djch vu

vd Stt thda mdn nhu cau khd ch hdn g

Id

hai khdi

niem phan biet (Zeithaml & Bitner, 2000), dong

ihdi da kiem djnb vd chttng minh md'i quan be

gitta chd't Ittgng djch vu vd stt ibda mdn khdch

hdn g (Cronin & Taylor, 1992; Spr eng & Mackoy,

1996).

Song rd't it nghidn cttu tap trung vdo viec

kilm djnb mttc dd giai

ihich

cua cdc thdnh phan

chd't IttOng djch vu dd'i vdi stt thd a m an khdch

b an g

(Lassar

ctg, 2000). Zeithaml

Bitner

(2000) xem

cbd'i

Ittgng djch vu nhtt

Id

mdt ylu to

idc ddng vdosif ibda mdn cua khdch hdng.

Chait luong djch vy

(Sorvico Quality)

Chat luong

skn

phim

(Product Quality)

Gia

(Price)

NhOngnhSn\6tinh

hu6'ng

(Situation Factors)

I

Sy thda man cua

khach hang

(Customer

Satisfaction)

NhQngnhnto ca nhan

(Personal Factors)

Hinh 1 . Mdi quanh gitta chatItt0ngdjchvyva

sttthda man khach hang

Ngudn:Zeithaml Bitner (2000), Services

Mari eting,

McGraw-Hill.

2.3 Md hinh nghien c u

Md hinb nghien cttu dttgc de xud't dtta tren

ticn do ban dau

Id

cdc ye'u to chat Ittgng djch vu

sieu thj se dnh httdng len mttc do thda man ciia

khdch hdng. Trong dd, cdc ylu to chatlifcfng djch

vu sieu thj dttgc do bdn g th an g do RSQS

(Dabholkar & ctg, 1996).

Cd sd v t chat

D tinc y

NSng lyc

phuc vu

Gii i quyet

va'n66

Chinh sach

phyc vy

sy thda

man cua

khach hang

Hinh 2. Mo hinh nghien cttu

10


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Sd 253, Thdng Mttdi Mpt nam

2011 tccwoii*cixviiow(wntvw

3 .PhiTtfngphap nghincuTu

Nghien ettU djnh iinh lan 1: Dd'i ittgng la

nhOfng nha quan ly, chuyen vien irong

iTnh

vttc

sieu ihj irong ngi bg cdng ty; stt dung phttOng

phdp phdng vaii chuyen gia, nhdm liet kc nhttng

y kiln vd quan diem ve nhttng ye'u io chai Ittgng

djch vu.

Ng hien cttU djnh iin h lan 2: Dung ky thu at

ihao luan tay ddi mdu ihuan iicn 10 ngttdi, dtta

iren ddn bdi ihao ludn cd

s i n .

Kei qua la itt

thang do chat Ittgng djch vu sieu ihj

liSQS

(Dabholkar, 1996), 3 biln bj loai, 4 bid'n dttgc

them vdo, thang do hieu chinh gom 5 ihanh

phan: co sd vai chat (7 bie'n), do tin cay (6.bi ln ) ,

nang life phuc vu (8 biln), giai quye't van de

(3 bie'n), cbinh sdch sieu thj (5 bicn).

Nghien cttu dinh Ittgng:

Kit

qua cua nghien

cttu dinh tinh dttgc stt dung de lap bang cau hoi

chinh ihttc. Thd tuc chgn mau ihuan tien (phi xac

sudi) ttt nhttng ngttdi mua sam tai Vinaiex-Mari,

dtta tren co sd dtt lieu ve khdch hang than thiei

vd khdch hang tham

dif

cdc dgt khuye'n mai. So

bang cau hdi dttgc phai ra la 320, chia deu cho 4

sieu ihj Vinatex-Mart: Khdnh Hgi, Tan Thuan,

Lanh Binh Thang, Ly Thttdng Kiet. Bang cau hoi

kit

hg p p h at trttc tie'p tai sieu i hj , gtti qua bUU

dien vd hdi trttc tiep tan nhd.

4. Ket qua nghiencuTU

4.1 Thdng tin mdu nghien c u

Cd 320 bang cdu hdi dttgc phdt ra,

kit

qua thu

ve 300 mdu hgp le. So ngttdi iham gia nghien cttu

c6 do tuoi ttt 18

din

tren 50, trong dd cao nhai la

itt 26 den 35, chiem 73,6%. Ve thu nhdp, da so

(80,4%) cd thu nhdp ttt 2 de'n 8 trieu dong/thdng,

so ihu nhap tren 8 tr ieu dong/thang chi chiem

16,7%.

Da so khdch hdng di sieu ihj ttt 1 de'n 5

lan, trong dd so di 2

lan/ihdng

chiem iy irgng cao

nhd't (42%), ngodi ra cd 1% di sieu thi rat thttdng

xuyen (khoang 10 lan/ihang).

Cac thang do dttgc ddnh gid so bg ihdng qua

hai cdng cu chinh: (1) He so tin cay Cronbach's

alpha, (2) PhttOng phdp phan ifch yeu io khdm

pha EFA (Exploratory factor analysis).

4.2 Ddnh gid cdc thang do bdng hf sd tin

egy Cronbach's cUpha

He sl Cronbach's alpha dttgc stt dung irttdc de

loai cac bien k hon g phu hop. Td'i ca cac iha nh phan

deu cd Cronbach's alpha ldn hon 0,7 (Bang 1). Cdc

be so ittOng quan bie'n i l n g cua cdc bicn do

Ittdng deu ldn hon 0,3, dai iieu chuan cho phep

(Nunnally & Burnsiein, 1994). Vi vay, cdc bie'n do

Ittdng ihdnh phan nay deu dttgc stt dung irong

phan iich EF'A ticp iheo.

Bang 1. Hg

sdtin cdy

Cronb ach s alpha

Thanhjjhan

_

Co sd vat chat

hOu

hinh

Do tin cay

Gidi quyet van de

Chi'nh sach phuc vu

Cronbach s alpha

0,8472

0,7923

0,8763

0,8325

4.3 Phdn tich nhdn td khdm phd

(Exploring Factor Analysis- EFA)

Cac bien quan sai da dai yeu cau ve

Cronbach's alpha dttgc dtta vao phan iich EFA.

Kei qua la he so KMO = 0,687 (gitta 0,5 va 1) d

mttc y

nghia

Sig.= 0,000 irong kiem dinh

ICMO

and Barlett 's , thoa dieu kign trong phan iich

nhan to. 6 nhan to dttgc trich iai Eigenvalue la

1,140, va phttOng sai tong inch dttgc la 78,684%

(ldn hon 50%), iai ca he so chuyen iai deu ldn

hon 0,4 (Gerbing & An derson , 1988). Th an h

phan CO sd vai chat dttgc tdch thanh hai nhdn to:

Co sd vai chai va Thuan tien mua sdm. Ca 6

nhdn to vtta trich dttgc deu ibda dieu kien he so

Cronbach's alpha > 0,6.

4.4 Dieu chinh md hinh nghien c u

Dtta iren kci qua phan iich EFA d Bang 2,

ihang do chai Ittgng djch vu sieu ihj cdn lai 24

bie'n do Ittdng 6 nhd n to: eO sd va t c hat, do iin

cay, nang

life

phuc vu cua nhan vien, giai quyei

van de, chinh sdch phuc vu, ihuan iien mua sdm.

Md hinh ban dau

dttOe

dieu chinh de ihifc hien

cdc kiem nghiem tie'p iheo (Hinh 3).


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2 5 3 , T h d n g M U d i M p t n a m 2011

Bdng 2 . Ket qud EFA cu a than g d o chd t Ittgng djch vg

s i e u thj

Stt

1

2 _ _

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

Bien

quan sat

NLPV4

_NLPV8

NLPV7

NLPV1

_NLPV5

NLPV3

NLPV2

csyci

CSVC3

CSVC2

DTC2

DTC3

DTC1

DTC4

csycs

csyc6_

CSVC7

GQVD2

GQVD1

GQVD3

CSPV4

CSPV2

CSPV3

CSPV1

Gia tri Eigenvalue

Phuong saitrich

Crqnl

ach'salpha

HI

1

0,872

0.818

0.804

0,719

0.641

0.551

0.497

10,108

42,118

0,898

^ sS

t^i

nh

2

0,966

0,806

0.598

3,087

12.861

0,850

an

t6 cu

3

0,850

0,719

0,624

1,639

6,828

0,799

a cdc

th

4

0,772

_0,652_

0,644

0,626

1.503

6,262

0.835

n

phtfi

5

-

0,842

0,828

0,513

1,408

5,865

0,876

1

6

0,701_

0,676

0,657

0,637

1,140

4,749

0,851

Ghi chu: PhUOng phap

trich:

Principal Axis Factoring.

Phuong phap quay: Promax with Kaiser Normalization.

Ndng luc phgc vg

Cdc ihdnh phan chdi IttOng djch vu sieu

ihj dttgc dtta vdo phdn tich de kiem djnh

md binb, gid irj cdc thdnh phan

Id

trung

binb cua cdc bid'n irong ihdnh phan do.

Phdn

iicb

ittOng qu an bd ng be so' tttOng

quan Pearson

dttOc

tbifc bidn, kd't qua cho

thd'y md'i ittong quan cimg chilu gitta 6

nh dn id' cd'u ih dn h ih an g do chd't Ittgng

djch vu sidu thj, vd vdi stt thda mdn cua

kbdcb bang ve chat IttOng djch vu sieu thj.

4.5 Phdn tich hoi qu y

Phan tich b6i quy dttgc

tbi/c

bien vdi 6

bie'n ddc Idp: CSVC, DTC, GQVD, NLPV,

CSl 'V,

TTMS vd mdt bid'n phu thugc

T M K H ,

phttOng

pbdp dtta vdo mdt lugt

(Enter). Ke't qua cbo thay md binb co

R =

0,455vdR^bidu ch inb

Id

0,444, vdy stt

phii

hgp cua md hinb

Id

44,4%, bay ndi

each

khde, 44,47c stt bie'n thien cua stt thda man

kbdcb bdng dttgc giai thich bdi 6 bie'n quan

sdi (Bang 3).

Thd'ng ke mo hinh

Mo

hinh

1 0.675 a)

R

0,455

I Sai so

chuan

cua

ttdc

0.444 0.37165

R

hi^u

chinh

Bdng 3.K'tqud hoi quy cue mo hinh

Bdng 4. Bdng phdn t ich phttOng sai ANOVA

Chinh sach phyc vg

Sy th6a man

cua khdch

hdng

1

Md

hinh

^

jH6i

quy

j Sai s6

j Tong

binh

phUdng

1

33,853 1

1

40,471 1

1

1

74,324

1

df

6

293

299

Binh

phUdng

trung

binh

5,642

0,138

F

40,849

Sig.

0,000

Hinh 3. Mo hinh nghien cttu dieu

chinh

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So 253 , T h d n g MUd i MQt n am 2011

Bdng 5. Bdng torn tdt cac hg so hoi quy

Md

hinh

1

Hg so chtta chuan hod

Hang so

Nang ittc phuc vg

B

1.006

0.217

Co sd vat chat

Do tin cay

Thuan tien mua sdm

i Giai quyet van de

-0.025

0.202

0,227

Chinh sdch phuc vg

0.185

0,300

Sai so chuan

_ 0,188

I

0,055

0.049

0J349

0^051

0,061

0,060

Hg so ch

Beta

0,227

-0,028

0,237

0,259

0,185

0,321

uan hoa

Gia trj t

5,338

3,976

-0,512

4,142

4,450

3,017

4,990

Thdngl0,05), dieu

ndy kh dng cd ng hia la ye'u id' nay khd ng gdp

phan vao sif ibda man khdch hang, ma cho bie't,

hien nay, dau ttt them vao co sd vai cha't se

khdng lam thay doi dang ke mttc do ibda man

Clia khach hdn g.

4.6 Anh hii ng cda cdc nhdn td din chdt

liipng dich vu sieu thi

Vdi thang diem ttt 1 (hodn todn khdng dong y)

de'n 5 (hoan toan dong y), ke't qua cho thay ca 6

ye'u id deu dai iren mttc trung binh. Trong dd,

ye'u to chinh sach phuc vu dttgc ddnh gid cao

nha't, cdn ye'u id nang

life

phuc vu

ciia

nhan vien

bj ddnh gidId tha'p nhdi (Bang 6).

5.Krt luSnvaki^nnghj

5.1 Kit lugn

Ke't qua nghien cttu cho thay ihang do chd't

Ittgng djch vu sieu ihj gom 6 ihanh phan. Tuy

nhien, chi cd 5 thdnh phan cua cha't Ittgng djch

vu sieu ihj Id cd quan he nhdn qua vdi sif ibda

man cua khdch hdng, trong dd chinh sdch phuc

vu ide ddng ldn nhd't, tie'p theo la thuan iien mua


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I^yyat;

if^iprtm mwv*w


So 253, Thdng MUdiM tndm 2011

sdm, do iin cay dttng d vi iri thtt ba, ibtt itt la

nang

life

phuc vu, giai qu ye i va n de ia yd'u id' co

idc dgng thd'p nhai. Ca sd

vat cliai

bj loai ra khdi

phttcmg

irinh hdi quy, nhttng van

.so

la mfti quan

idm ihttdng xuyen

ciia

bai ky

siou

ihi nao.

Kci qua nghidn cttu cung cho ihay khach hang

danh gid chtta cao ciic yeu (o chat IttOng djch vu

sieu ibi Vinatex-Mart. irong dd nang life phuc vu

dttgc danh gia thap nhai, ke

don

la

ibudn

iien

mua

sftm, va

sd vai cha i, giai quyel van

dv,

do iin

cay, cdn

dttOc

ddnh gid cao nhai la

yen 16

cbinh

sach phuc vu.

Qua dd, c6 the nhan dinh sidu thj Vinatex-

Mart da ldm khd idt khdu cbfnh .s;'ich phuc vu, va

chinh yeu td ndy cung cd tdc dftng ldn dd'n stt

ibda mdn kbdcb bdng Vinatex-Mart. Bdn canb

do,

cung cdn nhieu

vide

can phai quan idm dc

nang cao stt thda man kbdcb bdng qua chat It tgng

dicb vu sieu thj. Ke't qua cua nghien cttu nay giup

cho ban lanh dao hieu bie't dttOc

sif

ddnh gid

ciia

khach hdng dd'i vdi chdi Ittgng djch vu sieu ihj; cd

the dtta ra nhttng cbinh sdch phu hop, dung ddn

cbo cdc bd phdn lien quan. Nghien cttu cung dtta

ra mdt sd kie'n nghj nhdm cai thien chat Ittgng

djch vu sieu ihj de ibda man kbdcb hdng idi hon.

5.2 Kiin nghi

Mg t la chinh sdch phgc vu

Nhin chung, cbinb sdch phuc vu cua sieu ihj

Vinatex-Mart dttgc khdch hang ddnh gid d mttc

khd (ttt 3,29 de'n 4,13), trong dd cdc nhdn hieu

hdng hda bdn trong sieu ihj cd uy tin thttong hicu

Id

ihanh phan cd dicm cao nhd't (4,13), thd'p hon

la n

Ittgi

la sieu ihj bdn hdng hda chat Ittgng

(4,10), ihdi gian boat ddng cua sieu thj thudn lgi

cho khach hang (4,07), sieu ihj cd cbo gitt xe an

todn yd rgng rai (3,71) vd thd'p nhai

Id

sieu thj

cung cap djch vu bdng boa vdi gid ca hgp ly

(3,29). Mdi sd giai phdp dc xua't nhtt sau:

Hdng cd uy iin, ihttOng hieu: Phdng thu mua

pbai dtta nhtthg hdng hda cd uy iin, hang VN

chd't Ittgng eao vdo sieu thj, dong ihdi, cung nen

khai thdc nguon bdng cbd'i IttOng cua nhttng nhd

cung cap vtta vd nbo de lam phong phu mat

hdng. Sidu ihi ciing can

dac bi^i

chu y xdy

dUhg

nhdn ha ng ridng, ban dau n en tap trung vao

nhttng nh dn hdn g la the m an h nhtt may mSc, roi

md rOng ra dd iSng sttc canb tranh tren ihi

irttdng.

(;hd i

Ittgng bang boa: Sieu ihj phdi quan idm

nhieu de'n cbd'i IttOng hdng hda, khdng bdn bdng

khftng rd xu di xtt, ch at ittgng kh dn g dam bao, ddc

biOi

la hang

ibifc

pham, pbai chu y thdi ban sd

dung, ve sinb an todn, nhan vidn phai kiem tra

ihttdng xuydn dc cd kc hoacb d6i hang, hdng gan

hei ban pbai dttOe Id'y ra khdi cdc qudy hdng,tii

dftng,

iii

mdt. Dd'i vdi hang tttOi sd'ng, rau qua,

cdn cd gidy chttng nhan vd sinh an todn ihttc

phdm.

Noi gtti xe : Sieu th j c an qu an tdm noi gtti xe

tttOng

xOfng

vdi quy mft sieu thj va IttOng

idiach

de'n. Sidu thj ca n ti nb todn dien tich bai xe, thie't

ke Ifti

vdo va ra rieng biet. Can cd cdc bang bieu

httdng dan , cd nh dn \ ien ba o \ e cd trdch nhiem

httdng dan. C an ir an g bj m ay quet dc ghi lai so

xe nhanh, trdnh un tdc. Ve lau ddi, nen dau ttt

may quan sat a bdi xe. Ngodi ra, sieu tbi can co

cbo ddu xe cho ft td, taxi. To chttc gitt xe mi5nphi

cho kbdcb hdng.

Thdi gian bo at d dng : Sieu thj boa t dgng ttt 8

gid de'n 22 gid,

dttOe

ddnh gid khd td't. Vdo

nhCDng

ngdy cud'i tuan, lc ici, sieu thj nen ddng

cijfa

khu ya hon . Ne n thd ng bdo dd ng ctta bdng loa,

den.

Gid cd hop ly: Kbdcb bang rd't nhay cam vdi

ye'u id gid, do dd, can ihttdng xuyen kiem sodt gia

d mttc khdch hang chd'p nhdn. Sieu thj can mua

bdng vdi sd Ittgng ldn, tan gdc ttt nhd san xua't, c6

ke'

hoach ddt ba ng ddi b an .

Hai

Id

thugn tifn mua sdm

Th dnh ph an thud n tidn mu a sdm dttgc khach

bd ng d dn h gid d mttc tr en tru ng b inb (ttt 3,35

de'n 3,68), bao gom: (1) tnmg bdy bdng hda

d

t im tbeo timg ngdnh hdng, (2) mat bdng bo'tri

thudn tien dd' di lai mua sdm, (3) cdch bd' tri gian


VA DjCH

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S6 253, Thang MUdi Mot ndm2011

hdng, irttng bdy san pham, bang hieu dep va d'n

ittgng, (4) hang hda day du dap tthg dttgc nhu cau

khd ch hd ng . Mg i so' va n d e can cdi tie'n:

Sap xe'ptrttUg bay hdng hda theo chung loai.

Hdng hda tnfng bdy irong sieu thj ludn day

ap iren cdc ke hdng, tu qudng cdo... Khdng ndn

tnfng bdy qud cao.

Trang iri ben trong sieu ihi, dac biet la

nhttng kg hdng pbai ludn

dttOe

cham chui, mdu

sac hdi hda.

Sieu thj phdi dttgc thie't ke', bo iri cd khoa

hgc, cd ldi vdo ldi ra rieng, trong sieu thj ludn cd

nhttng bang httdng dan rd rdng giup khdch hang

de ddng djnb vi tim kiem nhttng hdng hda can

mua sam.

Am tbanh vtta du nghe, khdng anh httdng

de'n qud trinb lifa chgn cua kbdcb hang.

Anh sdng phai day du, khdng nen de idi se

lam hdng hda nhin xud'ng mdu, khdng

Ifti

cuon

kbdcb bdng.

Nhiet do trong sieu thi ludn mat me, ldm

khdch hang thoai mdi mua sdm.

Ba Id nang Itic phuc vu

Thanh phan ndy

dttOe

khdch hdng ddnh gia

khdng cao (ttt 2,96 de'n 3,41), bao gom: (1) Nhan

vien sieu ihj cd du kie'n thttc ve san pham va dich

vu, (2) Tdc phong cua nhdn vien tao stt tin tttdng

vdi khdch hdng, (3) Kbdcb bdng cam thd'y an

todn khi mua sdm tai sieu thj, (4) Nhdn vien bie't

dttgc nhtthg nhu cau cua kbdcb bdng, (5) Nhdn

vien tra ldi chinh xdc thdi diem nhttng dich vu

dttgc ihifc hien, (6) Nhdn vien the hien stt quan

tam de'n khdch hdng, (7) Nhdn vien ett xtt ljch sif

va giai ddp thdrig tin rd rang cho khdch bdng.

Mgt

so'

cai tie'n can quan ta m :

Hudn luyen nhan vien ve sdn pham, ve

nhtthg thong iin khuye'n mai dang thifc hien

trong sieu thj de ttt vd'n cho khdch hdng.

Hud'n luyen nhan vien ve ky ndng giao tie'p,

each

mdi chdo kbdcb bang, dac biet

Id

kha nang

ndm bat tam ly kbdcb bdng.

Nhan vien luftn cd idc phongchuyen nghiep,

dong phuc chinh i6 , bang ten day du.

Luftn quan sdi xung quanh vd chu dgng giup

dd khach hang.

Tie'p cdn khach hdng iheo dttdng cheo, tao stt

than thidn, itt dd khdch bdng d5 dang chia se

ihftng iin.

Kin ddo quan sai cdc dft'i ittgng kha nghi

irong sieu thj, iranh lam cho khach hang khd

chju.

Can tang sft' Ittgng nhan vien d quay djch vu

khdch bdng, quay gitt do vd quay ihu ngan irong

nhttng luc eao diem.

Bdn Id dg tin egy

Thdnh phan ndy dttgc khdch hang ddnh gid d

trung binh khd, vd gid irj cua chung ii chenh lech

(itt 3,81 de'n 3,97), bao gom: (1) Khi btta ihifc hien

mgi dieu gi vao khoang ihdi gian nhai dinh, sieu

thj se ihifc hien (stta do, doi hang); (2) Sieu ihi

cung cap djch vu dung hen (giao hang); (3) Sieu

ihj ihttc hien chinh xdc nhttng gi da cam kei.

Giai phap cai iien la:

Sieu ihi cung ttng djch vu, khuye'n mai... theo

dung thdng bao, bao chi, cam nang mua sdm.

Nhdn vien phu mang vdc ra xe cho khach

hang, hoac giao hdng idn nha mien phi dung

hen.

Tbifc hien nhanh chdng khi nhan stta do

hoac ddi hdng, iranh ldm cho khach hang chd

lau.

Thttdng xuyen ihdng bdo cho khach hang

bie't mttc doanh so' iich.luy ciia hg dai dttgc irong

cdc chttOng trinh kbdcb hang tttt dai

Ndm lil, gidi quyit vdn de

Thdnh phan giai quyei van de dttgc khdch

hdng ddnh gid d mttc iren trung binh (itt 3,55

de'n 3,72), bao gom: (1) giai quyei van de khdch

hdng gap phdi mdt cdch chdn ihdnh ihien chi; (2)

sieu thj sdn sdng giai quyei viec doi ira hang; vd

(3) nhdn vien giai quyei sif phan nan cua ban

nbanb chdng kjp ihdi. Cac mat can cai iien la:


VA DjCH VU TAI VN

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So 2 5 3 , T h d n g M U d i M o t n d m 2011

Tuyet dft'i han chc' dfti co vdi khach hang

T6

cbttc kidm ira ihttdng xuyen bdng cdc

ngay iai noi bdn ve nhttng khid'u nai, phdn nd n, cbo ngttdi bi m di gid ldm kbdc b bdng, sau dd

di

md mdi hg vdo vdn phdng sidu ihi delgiai quyd't ra cdc iin h bu dn g thttc id' de xem nh dn viengi{

ire n iinh tha n thie n cbi. quyd't nhtt ihd' ndo? Cd hg p ly khd ng? Qua dd, la

Khftng gay khd kha n khi khd ch h dn g md'i kft' ho ac b hud'n

luygn laiB

the gitt xe hodc gitt do.

TAI LIEU THAM KHAO

1. Dabholkar P A, Dayle I. T., Joseph O. R. (1996), A M easure of Service Quality for Retail Stores: Scale

Development and

Validation ,

Journal ofThe Academyo fMarketingScience,University Of Tennessee, Knoxville

2.

Dale, Carol, Glen, Mary (1999),Total QualityManagement PrenticeHall.

3. Gerb ing, D. W. & Anderson, J. C. (1988), An Updated Paradigm for Scale Development Incorporating

Unidimensionality and Its Assessment,Journal ofMarketingResearch,25 (May), pp.186-192.

4. Kotler P. (2001),Nhang nguyn litiepthi NXBTh )ngK.

5. Lassar, W. M., C. Mano lis, & R. D. Winsor (2000), Service Quality Perspectives and Sa tisfaction in Private

Banking,International JournalofBankMarketing 18 (4), pp.

181-199.

6. Mehta, Subhash C , Lalwani A. and Son Li Han , (2000). Service quality in retailing: relative efficiency of aitemative

measurement scales for different product-service environments . International Journal of Retail

Distritxjtbn

Management

28 (2), pp. 62-72.

7. NguyenTFinh NFin (2003), Ccyiu to 1cdpng vosir thoa rnn cua kPichFing siu thj tai TP. HCM,Lu^nvan Thac

si,

Tnrong DH. Kinh

teTP.

HCM.

8. Nunnally, J. & I. H. Bernstein (1994), Pschychometric

Theory

3rd ed., M cGraw-Hill,Nevi York.

9. Parasuraman, A., V.A. Zeithaml, & L. L. Berry (1988), SERV QUA L: amutltiple-itemscale for measuring consumer

perceptions of service quality .Journal ofRetailing 64 (1),pp.12-40.

10.

Zeithaml, V. A. & M. J. Bitner (2000),

Sen icesMari

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