bai giang QTKDDV

8/3/2019 bai giang QTKDDV

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QUN TR KINH DOANH DCH V

2TC (27,9,9)

1. Gii thiu v tn hc phn

- Hc phn mang tnh cht b tr, cung cp nhng kin thc ct li

- y khng phi l qun tr trong 1 doanh nghip, qun tr mang tnh cht v m mqun tr trong qu trnh, ch yu l cp n kha cnh cung cu v cc ngun lc trong

kinh doanh. Qua xut ra nhng gii php i vi hot ng kinh doanh v dch v.

2. Ni dung hc phn

Vi thi lng 2 TC, hc phn nghin cu 4 chng:

Chng 1: Khi qut v qun tr kinh doanh dch v

Chng 2: Qun tr cu dch v

Chng 3: Qun tr cung dch v

Chng 4: T chc v qun l cc ngun lc trong kinh doanh dch v3. Ti liu tham kho

[1]Doanh nghip dch v nguyn l iu hnh, sch dch

[2] Qun tr doanh nghip kinh doanh dch v trong nn kinh t th trng, H Vn Hi,

NXB Bu in, 2000

[3]Pht trin v qun l Nh nc v kinh t dch v, Bi Tin Qu, NXB Khoa hc k

thut, 2000

[4] Tp ch thng mi

[5] Website: www.moit.gov.vn

4. ti tho lun

- Bin php qun l cu mt loi dch v c th nc ta hin nay

- Bin php qun l cung mt loi dch v c th nc ta hin nay

- Bin php qun l hng ch mt loi dch v c th nc ta hin nay

- Bin php nng cao cht lng mt loi dch v c th nc ta hin nay

1
http://www.moit.gov.vn/http://www.moit.gov.vn/


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CHNG 1

KHI QUT V QUN TR KINH DOANH DCH V

1.1. Mt s vn c bn v dch v v qun tr kinh doanh dch v

1.1.1. Cc khi nima. Khi nim v dch v

* Tip cn dch v vi t cch l mt ngnh, mt lnh vc trong nn kinh t quc dn

- Dch v l khu vc phi sn xut vt cht ca nn kinh t quc dn

- Dch v l mt ngnh trong nn kinh t quc dn, l ngnh kinh t th 3 sau cc

ngnh cng nghip v nng nghip.

=> ngha:

+ Dch v l mt b phn quan trng trong nn kinh t, c s ng gp i vi nn

kinh t quc dn thng qua GDP; GNP.+ Gip xc nh c cu kinh t ca mt quc gia, mt a phng. T , c nhng

gii php chuyn dch c cu kinh t theo hng c hiu qu hn.

* Tip cn dch v vi t cch l mt sn phm kt qu ca mt hot ng

- Dch v l con ca nn kinh t sn xut hng ha khi kinh t hng ha pht trin

mnh i hi mt s lu thng thng sut, lin tc tha mn nhu cu ngy cng cao ca

con ngi th dch v pht trin -> Khi nim ca C.Mc ch r ngun gc ra i v ng

lc pht trin ca dch v nhng mi ch tip cn gc sn phm, cha ch r c bn

cht ca dch v.

- Dch v l kt qu ca hot ng sinh ra do tip xc gia bn cung ng v khch

hng cng cc hot ng ni b bn cung ng p ng nhu cu ca khch hng (theo ISO

8402) -> quan nim ny cng cha nu c bn cht ca dch v.

- Dch v l sn phm v hnh do s tng tc gia cc yu t hu hnh v v hnh

m ngi tiu dng nhn c ph hp vi quy cch v chi ph m hai bn tha thun ->

quan nim ny cn chung chung, cha c th

=> Di gc tip cn dch v l mt sn phm c th thy:

+ Dch v l mt sn phm, l kt qu ca hot ng tng tc gia nh cung ng v

khch hng

+ Dch v l sn phm v hnh song thc cht n bao gm c yu t v hnh v hu

hnh tc ng qua li vi nhau. Ty thuc vo tng loi hnh dch v m mc yu t v

hnh v hu hnh l khc nhau.

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* Tip cn dch v vi t cch l mt hot ng

- Dch v l mt hot ng bao gm cc nhn t khng hin hu, gii quyt cc mi

quan h gia khch hng hoc ti sn m khch hng s hu vi ngi cung cp m khng

c s chuyn giao quyn s hu (Lu Vn Nghim, Qun tr marketing dch v) -> quan

nim ny mi ch tip cn dch v di gc marketing.Trong khi nim ny, tn ti 2 mi quan h:

+ Mi quan h gia nh cung ng v khch hng: dch v du lch, dch v gio dc

+ Mi quan h gia nh cung ng v ti sn ca khch hng: dch v sa cha xe

my, dch v vn chuyn, dch v git l

- Dch v l hot ng cung ng lao ng, khoa hc, k thut, ngh thut nhm p

ng nhu cu v sn xut kinh doanh, i sng vt cht, tinh thn, cc hot ng ngn hng,

tn dng, cm , bo him (Trn Vn Bo v Nghim Vn Trng, Kinh doanh dch v

trong c ch th trng)-> quan nim ny kh c th nhng hn ch ch l cha bao qutc ht cc loi hnh dch v.

- Dch v bao gm ton b cc h tr m khch hng mong i ph hp vi gi c,

uy tn ngoi bn thn sn phm hay dch v (Thut chinh phc khch hng) -> quan nim

ny cao yu t hng ha, dch v ch ng vai tr h tr -> khng ph hp vi nn kinh t

hin nay.

- Khi nim khc:

+ Dch v l vic sn xut ra mt li ch v hnh hoc mt yu t quan trng ca mt

sn phm hu hnh thng qua mt s dng trao i nhm tha mn mt nhu cu xc nh ca

khch hng (A.Palmer,Principles of Services Marketing)-> quan nim ny cha c th, cha

nu c bn cht giao din gia nh cung ng v khch hng.

+ Dch v l ton b cc hot ng, kt qu ca chng khng tn ti di dng hnh

thi vt th -> quan nim ny khi qut nhng cha cp c tt c cc c im ca dch

v.

+ Dch v l hot ng cung cp nhng g khng phi nui trng, khng phi sn xut

bao gm: khch sn, nh hng, sa cha, gii tr, chm sc sc khe, t vn, gio dc, giao

thng vn ti, c s h tng, khu vc chnh ph

=> Di gc tip cn dch v l mt hot ng, c th thy:

+ Dch v l mt hot ng sn xut

+ Hot ng dch v bao gm c yu t vt cht (cng c, my mc) v yu t phi

vt cht (trnh , k nng lm vic, tm l nhn vin, thi khch hng)

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+ Dch v l hot ng sn xut khc vi hot ng sn xut thng thng, i hi

phi c s hin din ca khch hng, khch hng phi tip cn vi nh cung ng v ngc

li mi c th tha mn c nhu cu.

T cc quan nim v dch v, c th khi nim chung v dch v nh sau: Dch v l

nhng hot ng mang tnh x hi, to ra cc sn phm khng tn ti di hnh thi vt th,khng dn n vic chuyn quyn s hu nhm tha mn kp thi, thun li v hiu qu hn

cc nhu cu sn xut v i sng sinh hot ca con ngi.

b. Khi nim v kinh doanh dch v

Kinh doanh dch v l hot ng sn xut v cung ng sn phm dch v p ng nhu

cu ca khch hng nhm mc tiu li nhun hoc l vic thc hin mt, mt s hoc tt c

cc cng on ca qu trnh u t t sn xut, cung ng n tiu th dch v trn th trng

nhm mc ch sinh li.

c. Khi nim v qun tr kinh doanh dch vQun tr kinh doanh dch v l qu trnh tc ng lin tc, c t chc, c hng ch

ca ch doanh nghip ln tp th ngi lao ng trong doanh nghip, s dng mt cch tt

nht mi tim nng v c hi thc hin mt cch tt nht mi hot ng sn xut kinh

doanh ca doanh nghip nhm t c mc tiu ra trn c s tun th lut php v cc

thng l x hi.

1.1.2. Phn loi dch v

*Theo khu vc trong nn kinh t

- Dch v sn xut l nhng dch v tham gia vo qu trnh sn xut kinh doanh, h

tr qu trnh sn xut kinh doanh. VD: qung co, ti chnh, ngn hng, t vn kinh doanh

- Dch v tiu dng l nhng dch v p ng nhu cu i sng dn c. VD: n ung,

git l, ct tc

ngha: cch phn loi ny c tnh cht khi qut, tng hp. Qua , cc quc gia,

a phng c th thc hin cc bin php thc y chuyn mn ha sn xut kinh doanh

ng thi nng cao i sng ca cng ng.

* Theo cc lnh vc ca nn kinh t quc dn (5 lnh vc)

- Dch v kinh doanh: t vn, ti chnh, ngn hng

- Dch v thng mi: bn l, sa cha v bo dng

- Dch v c s h tng: in nc, giao thng vn ti, thng tin lin lc

- Dch v x hi/c nhn: y t, du lch, khch sn, gio dc

- Dch v qun l cng cng: qun l Nh nc, an ninh, qun i, cu ha

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ngha: cch phn loi ny chi tit ha hn cc dch v trong nn kinh t quc dn

-> gip cc quc gia, a phng thc hin tt cng tc qun l nh nc v pht trin cc

loi dch v, trong tng giai on cn thc y loi dch v no vi mc u tin khc

nhau. VD: mun nng cao i sng dn c -> cn ch trng pht trin dch v x hi.

* Theo tnh cht kinh doanh ca dch v- Dch v c th kinh doanh: dch v vui chi gii tr, qung co bn hng

- Dch v khng th kinh doanh: dch v y t cng ng, chm sc sc khe ngi

tn tt, dch v hnh chnh cng

ngha: cch phn loi ny gip cc quc gia, a phng quy hoch nh hng

pht trin 2 nhm dch v trn ph hp vi nh hng pht trin kinh t - x hi ca quc

gia, a phng mnh. V pha doanh nghip, s c iu kin xc nh v la chn lnh

vc dch v ph hp u t kinh doanh.

* Theo mc tham gia ca khch hng- Dch v c s tham gia hon ton ca khch hng: ct tc, gi u

- Dch v c s tham gia mt phn ca khch hng, khch hng c th tham gia vo

mt giai on: xem biu din ngh thut, gi xe, sa cha

- Dch v khng c s tham gia ca khch hng: vn chuyn hng ha, dn vn

phng, m v s dng ti khon ngn hng

ngha: cch phn loi ny cho thy mi doanh nghip cn nhn thc c mc

tham gia ca khch hng vo dch v m doanh nghip cung cp c s iu chnh hnh vi

ca mnh ph hp. Doanh nghip cn thn trng trong trng hp khch hng tham gia hon

ton vo dch v.

* Theo gc ti chnh (s thanh ton ca khch hng)

- Dch v phi thanh ton: dch v n ung, du lch, vui chi gii tr

- Dch v khng phi thanh ton: giao thng, thng tin t vn x hi

ngha: cch phn loi ny s gip cc quc gia thc hin tt cng tc qun l nh

nc thng qua vic nh hng pht trin cc dch v cn thit cho x hi. i vi doanh

nghip, nhn bit c vai tr v s ng gp ca khch hng i vi cc loi dch v do

doanh nghip cung cp t hng n pht trin loi dch v phi tr tin.

* Theo i tng phc v

- Dch v cho sn xut: nghin cu th trng, truyn thng kinh doanh

- Dch v cho tiu dng c nhn: vui chi gii tr, ct tc

- Dch v x hi: y t, gio dc

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ngha: cch phn loi ny gip doanh nghip d dng hn trong vic la chn i

tng khch hng, t c th thc hin cc bin php tip th ph hp thu ht khch.

* Theo ch th thc hin

- Ch th l Nh nc: cp php kinh doanh, cp php xy dng, cnh st, cu ha

- Ch th l cc t chc x hi: chm sc sc khe cng ng, nng cao dn tr- Ch th l cc n v kinh doanh: n ung, gio dc, ngn hng, t vn

* Theo nhng c im khc

- Theo tm quan trng ca dch v i vi ngi mua: dch v thng xuyn v dch

v khng thng xuyn

- Theo ngun gc ca dch v: dch v do con ngi cung cp hay dch v do my

mc cung cp

- Theo s c mt ca khch hng khi cung ng dch v: dch v cung cp c s c

mt ca khch hng, dch v cung cp khng c s c mt ca khch hng- Theo ng c mua dch v ca khch hng: dch v phc v nhu cu c nhn, dch

v phc v nhu cu ngh nghip

1.1.3. c im ca dch v v thng mi dch v

a. c im ca dch v

* Tnh khng hin hu/tnh v hnh

- Tnh v hnh ca dch v th hin ch sn phm dch v khng nhn bit c

bng cc gic quan (ngi, xem, s) trc khi tiu dng n. V vy, khi mua dch v khch

hng khng c c hi th (khng ct tc th, khng i du lch th) -> ngi mua buc

phi tin vo ngi bn, ngi tiu dng dch v phi tin vo ngi cung cp dch v. Tuy

nhin, c mt s loi dch v vn c c hi th trc c, v d: hc trung tm, lm th

- Tnh cht khng hin hu ca dch v biu hin cc mc khc nhau: s pha

trn gia phn hin hu v khng hin hu trong cc dch v l khc nhau.

- Nhng vn lin quan n c im ny ca dch v:

+ V dch v l v hnh nn kh o lng, n thng o gin tip thng qua yu t

hu hnh nh c s vt cht, s lng nhn vin, gi c dch v - y l nhng yu t lng

ha c.

+ V tnh v hnh ca dch v lm cho khch hng gp rt nhiu kh khn trong vic

kim tra v nh gi cc dch v. Mun nh gi dch v phi c chun t trc, c th nh

gi thng qua s phn hi ca khch hng, s tc ng qua li gia nhn vin v khch

hng. Mi dch v khi thc hin u a li s phn hi -> nh cung ng dch v cn c

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bin php c th cng c nim tin cho khch hng v nng cao cht lng dch v. VD:

xy dng c s vt cht k thut, nhng bin php xc tin qung b, gii thiu sn phm

+ V dch v l v hnh nn khng th vn chuyn, ng gi dch v n cho khch

hng

+ Dch v kh bo hnh, khng c cp bng pht minh sng ch v bo v quynsng ch ca mnh. Chnh v vy, s cnh tranh ngy cng gay gt, s c quyn ca dch v

tn ti trong thi gian ngn.

ngha: Nhn thc c iu ny i hi cc nh qun tr kinh doanh dch v cn c

cch to ra cht lng v o lng gin tip dch v thng qua cc yu t khc.

* Tnh khng tch ri/tnh ng thi

- Dch v khng c s tch ri gia qu trnh sn xut v tiu dng c v khng gian

v thi gian. Khc vi sn xut hng ha vt cht, khng th sn xut dch v sn trong

kho sau mi tiu th. Dch v khng th tch ri khi ngun gc ca n, trong khi hngha vt cht tn ti khng ph thuc vo s c mt hay khng c mt ngun gc ca n.

- Tuy nhin, mc tip xc gia khch hng v nh cung ng l khc nhau gia cc

loi dch v:

+ Dch v m khch hng c mt t u n cui: dch v ct tc, khm bnh, gio

dc

+ Dch v m khch hng ch c mt khu u v khu cui: dch v gi tin tit

kim, gi xe

+ Dch v m khch hng hu nh khng c mt: dch v dnh cho sn xut, tc ng

n hng ha, ti sn ca khch hng.

- Nhng vn lin quan n tnh khng tch ri:

+ S an ton: s an ton trong dch v khc vi hng ha, c bit i vi tr em. Cc

khch hng cha quen cc quy ch an ton cn sp xp b tr cc tin nghi cho tin ch.

+ Bi tr v trang tr ni tht: tc ng n s cm nhn ca khch hng v dch v.

Bn thn dch v c tnh v hnh, khch hng kh c th cm nhn trc c. iu m

khch hng nhn thy ngay u tin trc khi tiu dng dch v l c s vt cht k thut,

nh ca, trang thit b Phong cch trang tr lch s, p mt va c th tha mn nhu cu

ca doanh nghip, va tha mn nhu cu ca khch hng. N to ra n tng tt p ngay t

u, em li li ch cho doanh nghip.

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+ Bin bo, cc bng ch dn: nhm gip cho khch hng bit tiu dng dch v g,

cho bit khi qut v cc dch v cung ng. iu ny s to n tng u tin, chi phi cm

nhn ca khch hng v dch v.

+ Phong cch giao hng: l yu t quan trng tc ng n cht lng dch v. Bao

gm tt c cc yu t xy ra trong qu trnh giao hng nh trnh , k nng giao tip, thi ca nhn vin

+ Dch v khng kim nghim trc: i vi hng ha, khch hng c th th trc

c khi tiu dng (VD: mc qun o th) nhng i vi dch v th khng th th c

trc v dch v mang tnh v hnh. iu ny i hi cc nh cung ng dch v phi c gng

to nim tin cho khch hng v phi nghin cu k nhu cu, phi thn trng khi cung ng

dch v v lun tm hiu nhng g khch hng mun.

+ Tnh kh on trc: dch v mang tnh c nhn rt cao, v vy m khng phi lc

no khch hng cng hnh ng nh mong mun ca nh cung ng. Nhng hnh ng btthng ca khch hng c th dn ti s gin on ca dch v, ko di thi gian thc hin

dch v m nh cung ng kh on trc c -> gy ra s tc nghn v to hng ch trong

kinh doanh dch v. V vy, i hi cc c s dch v phi tr liu cc k hoch m khng

gy ra s bt mn ca khch v khng gim cht lng dch v. Tuy nhin, cc k hoch vn

c th to ra s bt mn cho khch hng.

VD: dch v hng khng, trc khi bay hnh khch phi ra sn bay trc 2h lm

th tc trong vi pht.

+ Tnh phn on, ch quan cao: Trong mi trng dch v giao tip thp, nhn vin

dch v t phi phn on khch hng v h thc hin dch v theo quy trnh lp i lp li u

n. VD: dch v vn chuyn tu ha, dch v hng khng Trong mi trng dch v giao

tip cao th nhn vin dch v tip xc trc tip vi khch hng v phi phn on nhiu.

VD: dch v hng dn du lch, dch v khch sn i hi nhn vin ngoi trnh giao

tip cn c trnh ng x, hiu bit tm l khch hng.

+ Nhiu a im tip xc: v sn xut v tiu dng l ng thi nn to iu kin cho

khch hng nh cung ng cn pht trin nhiu a im gn ni c tr ca khch hng.

+ Khch hng l nhn vin khng c tr lng: mt s loi dch v, khch hng

c coi l nhn vin. VD: dch v t ng, dch v rt tin Doanh nghip mong mun c

nhn vin khng c tr lng v tit kim c chi ph cho doanh nghip v vic t phc

v ca khch mang li hiu qu hn.

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* Tnh khng xc nh/khng ng nht

- Sn phm dch v l phi tiu chun ha, khng xc nh c cht lng. V cht

lng dch v ph thuc vo c nh cung ng v khch hng:

+ i vi nh cung ng: ph thuc vo trnh , k nng, thi , tm t, tnh cm

Nhng ngi cung ng dch v cn t bn thn vo v tr khch hng (hay gi l s ngcm). y l k nng c tnh cht quyt nh trong vic cung ng s tuyt ho ca dch v.

+ i vi khch hng: ph thuc vo nhu cu s thch, th hiu, c im nhn khu

hc (tui, gii tnh). VD: 2 khch hng cng i 1 tour du lch nhng h c th c kin

hon ton khc nhau v dch v.

=> ngha: V dch v mang tnh cht c nhn cao cho nn khng xc nh c cht

lng duy nht ca n. Bin php l nh cung ng phi tha mn nhu cu s ng, a ra

cng sut c kh nng iu chnh, p ng nhu cu ca nhiu khch hng

- Vn lin quan n c im ny: v dch v l phi tiu chun ha nn vic olng, nh gi dch v rt kh khn. Tuy nhin, c th nh gi thng qua s tha mn ca

khch hng, mun nh gi c phi c nhng bin php: c th ha dch v qua gip

nh gi cht lng dch v d dng hn

* Tnh khng tn kho/khng d tr

- Do c im v hnh nn dch v khng d tr, bo qun c. Sn phm dch v

khng bn c s b tht thot.

- Tnh khng tn kho ca dch v b hn ch nu nhu cu n nh v c bit trc

nhng thc t nhu cu dch v khng n nh, lun dao ng khin doanh nghip c th gp

kh khn trong b tr v s dng cc ngun lc sn xut kinh doanh.

- i vi sn xut hng ha, khi cu tng dng hng trong kho ra bn, khi cu

gim th ct hng vo trong kho d tr bo qun. Cn i vi dch v, cu tng th khch

hng s phi ch i tiu dng hoc s b i trong tht vng. Tnh khng tn kho ca dch

v s gim nu nhu cu c bit trc v mang tnh n nh. Tuy nhin, trong thc t cu

mang tnh thi v khin doanh nghip gp kh khn trong b tr v s dng cc ngun lc

sn xut kinh doanh.

- Trong kinh doanh ti a ha li nhun v doanh thu, cc nh cung cp cn s

dng cng c gi lp y ch trng trong dch v (tn dng ti a cng sut phc v

trnh hin tng hao mn v hnh ti sn c nh).

- Tuy nhin, cn lu rng gi v cht lng dch v c mi quan h cht ch vi

nhau: gi gim -> cht lng gim -> gim uy tn ca doanh nghip.

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- Nhng vn lin quan n tnh khng tn kho:

+ D bt chc: Phn ct li ca dch v c th khng khc nhau nhng phn bao

quanh c th khc nhau -> to li th cnh tranh ca doanh nghip dch v. V dch v v

hnh nn d bt chc, dch v c th c thit k c bit song khng c cp bng phtminh sng ch -> cc dch v kh duy tr li th cnh tranh trong thi gian di.

+ Phng thc k ton v nh gi: trong kinh doanh dch v, c 3 phng php nh

gi v 3 chnh sch gi khc nhau: gi phn bit, gi chit khu, gi trn gi.

Lu : trong kinh doanh dch v, khch hng c th khng bit trc mc gi phi tr

cho loi dch v mnh c nhu cu. Nguyn nhn l do khong cch trnh gia nh cung

ng v khch hng. VD: dch v t vn, sa cha... Tuy nhin, cng c mt s loi dch v

khch hng bit trc mc gi. VD: dch v gio dc, khm bnh nhng khng th bit

trc c cht lng dch v nhn c c tng xng vi mc gi phi tr hay khng.Kt lun:

- i vi mt loi dch v bao gi cng bao gm 4 c im, n ch khc nhau mi

loi dch v c tnh ni tri ring -> y l ngun gc phn bit cc loi dch v

- i vi dch v c tnh v hnh cho nn tnh cnh tranh trong dch v ln, c bit

l cnh tranh v sn phm bao quanh dch v: uy tn, nhn hiu, cc dch v hu mi ->

cc doanh nghip phi to c li th cnh tranh thng qua yu t bao quanh .

b. c im ca thng mi dch v

c im ca thng mi dch v bao gm 4 c im ca sn phm dch v. Ngoi

ra, cn mang cc c im sau:

* Khch hng l ngi cung ng, tham gia trc tip vo tin trnh dch v

- Khch hng l ngi tiu dng dch v: Khch hng l ngi tiu dng nn cng

phi c nhu cu, nhu cu ny c kh nng thanh ton. Tuy nhin, s bc l nhu cu ca

khch hng rt kh v sn phm dch v mang tnh v hnh, h ch c th bc l chung

chung.

- Khch hng l i tng lao ng: trong ngnh sn xut hng ha i tng lao

ng l nguyn liu hng ha, trong kinh doanh dch v khch hng l nguyn liu sn

xut ra sn phm dch v. y l nguyn liu c bit cn c khai thc (khai thc th

trng ngun khch c trong v ngoi nc), vn chuyn (thu ht khch), d tr v bo

qun (hng ch trong kinh doanh dch v).

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- Khch hng l ngi ng sn xut: khch hng l nhn vin khng c tr lng.

VD: trong dch v t ng, dch v t chn, t phc v.

+ V pha doanh nghip: tit kim c chi ph lao ng sng

+ V pha khch hng: khch hng l nhn vin t phc v -> phc v nhanh hn,

hiu qu hn nhn vin c tr lng, p ng ng nhu cu, s thch, th hiu v c trchnhim trong vic phc v hn.

- Khch hng ng vai tr l ngi qun l: theo di, kim tra dch v cung ng c

p ng yu cu khng? VD: soi gng khi ct tc, xem ra xe Khch hng thc hin

ng thi 4 chc nng qun tr trong qu trnh tiu dng dch v.

ngha: cc nh cung ng phi nhn thc r vai tr ny ca khch hng, li dng v

c bin php tc ng n tm l khch hng t hiu qu cao hn cho doanh nghip.

* V tr ca khch hng quyt nh ti a im cung ng

V sn xut v tiu dng dch v din ra ng thi c v khng gian v thi gian chonn:

- to thun li cho khch hng, nh cung ng cn pht trin cc a im gn v tr

ca khch hng.

- Cn pht trin nhiu loi hnh (phng thc cung ng) ph hp. C 3 loi a im

cung ng cho khch hng: khch hng n doanh nghip (VD: dch v ct tc, git l),

doanh nghip n vi khch hng (VD: dch v chm sc y t ti nh, dch v sa cha, gip

vic), tha thun ti mt a im cung ng (VD: dch v xe bus, v hng khng).

ngha: nh cung ng phi nghin cu k v tr, th trng v nhu cu khch pht

trin cc a im cung ng cho ph hp.

* S dng nhiu lao ng sng, lao ng trc tip trong kinh doanh

- Nguyn nhn: do bn cht ca dch v i hi phi c s tip xc trc tip gia

nhn vin v khch hng nn doanh nghip dch v phi s dng t l lao ng sng cao.

- Do s dng nhiu lao ng sng cho nn nh cung ng phi nng cao hiu qu s

dng lao ng:

+ Trong kinh doanh hng ha, hiu qu s dng lao ng o lng bng nng sut

lao ng tnh bng ch tiu hin vt v cht lng hng ha.

+ Trong kinh doanh dch v, hiu qu s dng lao ng o lng bng ch tiu nng

sut lao ng tnh theo ch tiu gi tr v cht lng dch v (chnh l s hi lng v tha

mn ca khch hng). Chnh v vy, nh cung ng nng cao hiu qu s dng lao ng bng

cch tng tha mn nhu cu ca khch hng v s hi lng ca h.

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- Kt qu ca vic s dng nhiu lao ng sng: do s dng nhiu lao ng sng ->

chi ph tin lng cao -> chi ph kinh doanh cao, nh hng ti li nhun kinh doanh. V

vy, doanh nghip cn tm cch thay th lao ng sng bng my mc trong iu kin cho

php, ph hp vi yu cu v bn cht ca dch v.

ngha: i hi nh qun tr phi nng cao hiu qu s dng lao ng sng. Trongkinh doanh dch v, rt kh o lng c hiu qu nhng cc nh qun tr vn phi thc

hin bng cch o lng s tha mn ca khch hng.

Bin php: nh gi hiu qu s dng lao ng, nh qun tr phi dng phng

php s ng, kim tra thng xuyn vic nhn vin truyn ti nhn thc k vng ca khch

hng n nh qun tr v chuyn ti tng ca nh qun tr n khch hng -> nhim v

ca nh qun tr l tm k vng, pht hin chiu su cm xc ca khch hng trong tng lai

p ng nhu cu.

* u ra ca kinh doanh dch v kh o lng nhng c th d bo c- Do dch v mang tnh v hnh v cht lng dch v khng c mt tiu chun no

nht nh o lng cho nn u ra ca kinh doanh dch v kh o lng nhng vn c th

d bo c.

Lu : u ra ca mt doanh nghip kh o lng hn u ra ca mt khu vc

- Vic o lng u ra ca kinh doanh dch v rt kh xc nh. Do , o lng

phi s dng n v trung gian xc nh kt qu u ra: doanh thu bnh qun, lng

khch, thi gian (thi gian phc v, ngy khch)

ngha: Nh cung ng phi khoanh vng khu vc v d bo nhu cu; phi lun i

mi dch v thu ht khch

1.2. Cc m hnh qun tr kinh doanh dch v

1.2.1. Qun tr dch v hng vo khch hng

* Mc tiu ca m hnh: qun tr nhu cu khch hng i vi dch v

* ngha: t chc nghin cu nhu cu khch hng nhm tr li cu hi: nhu cu v

dch v ca khch hng l g? Cho khch hng hay vo bn thn khch hng? Doanh nghip

hot ng trong lnh vc dch v no? Dch v m doanh nghip cung cp c ph hp

khng? t c th so snh li th vi cc i th cnh tranh v tm gii php tip cn

khch hng mt cch hp l v hiu qu nht.

* Phm vi p dng:

- M hnh ny c p dng rng ri vi mi ngnh, mi lnh vc dch v v hin nay

trong iu kin kinh t hi nhp ngy cng su rng, cnh tranh ngy cng gay gt, doanh

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nghip d kinh doanh lnh vc no cng phi nh hng vo khch hng, phi bt u t

nhu cu ca khch v c kh nng p ng nhu cu khch hng.

- M hnh c th p dng cho mi giai on pht trin ca doanh nghip nhng c

bit thch ng cho giai on doanh nghip bt u i vo hot ng.

1.2.2. Qun tr dch v theo mc khch hng ha v kh nng phn on ca nhcung ng

Mc khch hng ha l kh nng ca khch hng nh hng trc tip n thuc

tnh ca dch v c cung cp

* Mc tiu ca m hnh: qun tr dch v theo kh nng phn on ca nhn vin v

c im sn phm dch v theo yu cu ca khch hng nhm nng cao hiu qu phc v

khch hng

* ngha: trong mi trng kinh doanh dch v c nhu cu giao tip cao vi khch

hng th kh m t ra cc phng cch x l thch hp cho mi tnh hung pht sinh khngth lng trc c. Cc nhn vin tip xc trc tip vi khch hng phi c kh nng

phn on v nhn nh c im, nhu cu ca khch hng c th c phng n tip xc

ph hp v tha mn c s k vng ca khch.

* Phm vi p dng:

- M hnh ny thng p dng cho cc loi hnh dch v m c im ca dch v c

tnh c nhn ha cao, kh nng vt cht ha sn phm thp, i hi s phn on cao ca

nhn vin trong qu trnh phc v khch hng.

- M hnh ny thng thch ng vi doanh nghip giai on bt u i vo hot

ng, giai on khi doanh nghip xm nhp vo th trng khch hng mi vi nhng yu

cu v c im sn phm khc bit so vi nhng tp th trng khch hng quen thuc.

1.2.3. Theo t trng lao ng/cng ngh trong dch v

* Mc tiu ca m hnh: qun tr ti u ngun lc lao ng v vn trong kinh doanh

dch v

* ngha: ty thuc vo dch v cung cp m mt doanh nghip c th s dng lao

ng v vn vi mc khc nhau. V vy, trong qu trnh hot ng kinh doanh dch v,

cc nh qun tr cn cn nhc k lng c th hot ng ca tng lnh vc kinh doanh dch

v, nhu cu ca tp th trng khch hng trng im trc khi chn la vic c gii ha

dch v cung cp nhm t hiu qu kinh doanh tt nht cho doanh nghip

* Phm vi p dng:

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- C th p dng m hnh ny cho cc loi hnh dch v kh c kh nng c gii ha,

t ng ha nh: lao ng th cng, gin n; hoc dch v c tnh chuyn nghip cao: php

l, y t C th p dng m hnh qun tr dch v theo t trng vn cao cho cc loi dch v

c kh nng p dng tin b khoa hc cng ngh: dch v vi tnh, dch v vn chuyn hnh

khch- C th p dng cho cc doanh nghip nhng thi im ma v trong kinh doanh,

thi k tng trng ca doanh nghip vi tc tng nhanh chng ca lng khch: c

gii ha qun l hng ch.

1.2.4. Qun tr dch v theo giao tip ca nh cung ng vi khch hng

* Mc tiu ca m hnh: Qun tr dch v theo mc giao tip ca nhn vin i vi

khch hng trong qu trnh t chc cung ng dch v v phc v khch hng nhm gim st

v iu hnh phc v c cht lng.

* ngha: thng thng, nhng dch v st k vi lnh vc sn xut th i hi mc giao tip thp v ngc li; nhng dch v thun ty i hi mc giao tip cao. Tuy

nhin, c mc giao tip nhiu v t, u c kh nng gim st iu hnh thit k kh

hoc d khc nhau ty thuc vo c im ca dch v.

* Phm vi p dng:

- M hnh ny thng p dng vi nhng loi hnh dch v c mc giao tip cao,

i hi s chnh xc cao trong qu trnh t chc cung ng dch v v phc v khch hng:

du lch, thm m

- M hnh ny thch ng cho mi giai on trong qu trnh pht trin ca doanh

nghip: giai on u nhm tip cn, tip tc tm hiu v cng c nhu cu khch hng; giai

on tng trng n nh nhm duy tr v gi chn khch hng; giai on cui nhm li ko

s quay li ca khch hng.

Lu : i vi dch v giao tip nhiu vi khch hng cn ch v cht lng dch

v, quan h gia nhn vin phc v vi khch hng nhiu hn i vi dch v giao tip t.

1.2.5. Qun tr dch v theo i tng phc v

* Mc tiu ca m hnh: qun tr i tng tip nhn dch v ca doanh nghip d

dng nm bt c im ca tng i tng khch hng, c bin php tip cn v tha mn

i tng khch hng khc nhau.

* ngha:

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- i vi cc dch v pht trin kinh doanh: cc cp qun tr phi c k hoch, t

chc, ch o v gim st vic nghin cu nhu cu, thit k sn phm, tm kim, k kt v

thc hin cc hp ng cung cp dch v gim thiu ri ro trong kinh doanh.

- i vi cc dch v c nhn: cc cp qun tr cn t chc v qun l lao ng, c s

vt cht, vn kinh doanh dch v hp l v c k hoch gim st dch v cung cp theo bncht tng tc ca dch v.

* Phm vi p dng:

- M hnh p dng cho c doanh nghip cung cp dch v pht trin kinh doanh v

doanh nghip cung cp dch v phc v nhu cu tiu dng c nhn song ph hp hn vi cc

loi hnh dch v thun ty.

- M hnh ny p dng vi mi giai on trong chu k sng ca doanh nghip cung

cp dch v c nhn. i vi doanh nghip cung cp dch v pht trin kinh doanh: thch

ng giai on u v dch v ny quyt nh s thnh cng ca cc doanh nghip khc trnth trng nn cc doanh nghip nhn dch v rt thn trng khi la chn doanh nghip cung

cp dch v.

1.2.6. Qun tr dch v theo i tng nh cung cp

* Mc tiu ca m hnh: qun tr c th ca dch v theo i tng nh cung cp

dch v la chn hnh thc tip cn khch hng ti u

* ngha:

- i vi c quan nh nc: vi c th cung ng dch v hnh chnh cng, dch v

phi thng mi nhm gii quyt cc vn chung trong nn kinh t nn cc cp qun tr cn

tp trung ln k hoch, t chc, gim st gii quyt nhanh chng cc dch v theo nh

hng v th ch ca Nh nc.

- i vi t chc x hi: cung ng cc dch v c tnh cht phi thng mi theo chc

nng hot ng nhm thc y pht trin x hi. V vy, nh qun tr cn t chc, kim sot

vic cung ng dch v hon thnh ng ngha v v trch nhim ca t chc mnh.

- i vi doanh nghip: ty thuc vo c im v tnh cht ca dch v cung ng m

cc nh qun tr trong doanh nghip cn phi la chn hnh thc phn phi dch v hp l.

* Phm vi p dng: ph hp vi cc nn kinh t cha cao vai tr ca khu vc t

nhn

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CHNG 2

QUN TR CU DCH V

2.1. c im ca nhu cu v cu dch v

2.1.1. Khi nim v s pht trin ca nhu cu v cu dch va. Khi nim v s pht trin ca nhu cu dch v

- Khi nim:

+ Nhu cu l trng thi tm l m con ngi cm thy thiu ht v vt cht hoc tinh

thn, c th nhn bit c hoc khng nhn bit c.

+ Nhu cu ca con ngi l trng thi cm thy thiu thn ni mt ngi no

(Philip Kotler Nhng nguyn l tip th).

+ Nhu cu l cm gic thiu ht mt ci g m con ngi cm nhn c (Philip

Kotler Marketing cn bn).T c th hiu nhu cu dch v l trng thi tm l ca con ngi, l cm gic

thiu ht mt loi dch v no .

- S pht trin nhu cu v dch v theo nhiu cp bc (7 bc) khc nhau nh sau:

+ Nhu cu thit yu (nhu cu sinh l): dch v n ung, dch v vn chuyn

+ Nhu cu an ton: an ninh, y t, bo him

+ Nhu cu giao tip x hi: dch v t vn, dch v gio dc, du lch

+ Nhu cu c knh trng: nhu cu gii tr cao cp (chi gold, tennis, du lch v

tr)

+ Nhu cu hiu bit: nhu cu gio dc, thm him, nghin cu khoa hc

+ Nhu cu thm m: dch v spa, dch v mi trng

+ Nhu cu t pht trin, hon thin: du lch khm ph, du lch thm him

Lu :

+ Nhu cu thng pht trin t thp n cao, t t n nhiu, t n gin ti phc tp

+ Nhu cu x hi thng mang tnh cht pht trin tun t cn nhu cu c nhn c

bc nhy vt

+ Thang bc ng cp nhu cu s khc nhau gia cc i tng khch

b. Khi nim v s pht trin cu dch v

- Khi nim: cu dch v l s lng dch v m ngi mua c kh nng v sn sng

mua cc mc gi khc nhau trong mt thi k nht nh.

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- S pht trin ca cu: th hin thng qua qu trnh hnh thnh cu dch v trn th

trng

Nhu cu Mong mun Sc mua Cu (nhu cu c kh nng thanh

ton)

Kh nng thanh ton (thu nhp)

Nhu cu pht trin mnh hn -> mong mun (l nhu cu nhn bit c v i hi

phi c tha mn) -> sc mua (l nhu cu c kh nng thanh ton) -> cu (l nhu cu c

kh nng thanh ton v c th hin trn th trng).

(?) Phn bit cu v nhu cu

Nhu cu Cu- Nhu cu l xut pht im ca cu

- Nhu cu khng o lng c (v nhu cu

c th nhn bit hoc khng nhn bit c)

- Nhu cu v hn

- Nhu cu l phm tr vnh vin v cn sng

th cn nhu cu

- Cu l s bc l ca nhu cu c th hin

trn th trng

- Cu c th o lng c

- Cu hu hn

- Cu mang phm tr lch s v gn vi hng

ha v tin t

2.1.2. c im ca nhu cu v cu dch v

* Nhu cu v cu dch v c xu hng pht trin nhanh chng cng vi s pht trin

ca nn kinh t th trng

Xu hng pht trin ca nhu cu v cu v dch v ngy cng nhiu hn v s lng

v cao hn v cht lng, s pht trin ny l do:

- Do thu nhp ca con ngi tng ln: thu nhp ca con ngi tng l do s pht trin

ca lc lng sn xut -> tng nng sut lao ng

- Do thi gian ri tng: thi gian ri c xu hng tng l do s pht trin ca lclng sn xut -> tng nng sut lao ng -> tit kim c thi gian.

- Do nhn thc ca con ngi v dch v tng: ngoi thi gian lm vic, con ngi

cn c nhu cu v ngh ngi, vui chi gii tr

- Mt s l do khc: do s pht trin ca nn kinh t, do cch thc t chc v qun l

con ngi

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* Nhu cu dch v mang tnh v hn

Nhu cu hng ha thng c gii hn nhng nhu cu dch v th v hn. Nguyn

nhn l do:

- Do gia nhn thc v k vng ca khch hng i vi dch v lun c khong cch:

khch hng lun cm thy dch v nhn c khng nh dch v khch hng mong muntrc khi tiu dng.

- Do nhu cu dch v lun ny sinh thm trong qu trnh tiu dng dch v:

+ Do nh hng ca nhng ngi tiu dng khc: bn b, gia nh, ng nghip

+ Tm l c bn ca con ngi l khi nhu cu ny c tha mn th lp tc c nhu

cu khc thay th nhu cu c.

- Do i sng vn minh ngy cng cao khin cho cc dch v ngy cng c i

mi, pht trin bc cao hn.

Lu : V nhu cu dch v mang tnh v hn vi cc l do trn nn nh cung ngkhng bao gi tha mn c ht nhu cu ca khch hng. Cc nh cung ng ch c th p

ng tt nht trong kh nng ca mnh. Mt s bin php thu hp khong cch gia k vng

v nhn thc l:

+ Lp y khong cch (p ng nhu cu ca khch). VD: Vit Nam

+ To ra nhng ci vt qu k vng ca khch hng, t kch thch ny sinh nhu

cu mi. VD: Hng Kng, i Loan.

* Nhu cu dch v mang tnh phong ph, a dng

Nhu cu dch v mang tnh a dng v phong ph v chng loi, cht lng, gi c.

Nguyn nhn l do:

- Do dch v c nhiu ng cp, nhiu bc thang khc nhau. tha mn nhu cu

khch hng th nh cung ng phi lun ch ng to ra s phong ph, a dng ca sn phm

-> kch thch ny sinh nhu cu.

- Do s pht trin ca nn kinh t dn n nhu cu dch v tng ln.

- Do dch v c tnh c nhn cao: ty thuc vo c im, s thch, nhn khu hc

(tui tc, gii tnh, ngh nghip) ca khch hng

ngha: nhn bit c c im ny i hi cc nh qun tr phi nhn bit c xu

hng pht trin ca cu, ch ng to ra sn phm dch v a dng.

* Nhu cu dch v c tnh ng b, tng hp

- Do nhu cu dch v i hi c nhiu hng ha dch v cng 1 lc ng thi. Cc

dch v ny c tnh cht b sung, h tr ln nhau. VD: khch sn.

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- Do nhu cu dch v l nhu cu bc cao nn d b nhu cu bc thp hn thay th v

i hng.

- Do nhu cu dch v l nhu cu nht thi, lun i mi

ngha: cc nh cung ng dch v phi ch m bo cht lng dch v ng u

v thng xuyn nghin cu i mi, nng cao cht lng dch v.* Nhu cu dch v c bin giao ng khng u nhau gia cc loi dch v v gia cc

tp khch hng cng tiu dng mt loi sn phm, dch v

- Do nhu cu v cu dch v c tnh thi v, thi im. VD: dch v vn chuyn khc

dch v n ung

- Do cc yu t tc ng: ngy ngh, l tt-> lm cho nhu cu dch v khc nhau

- Do s khc nhau gia cc nhm khch hng cng tiu dng dch v

ngha: i hi nh cung ng phi nghin cu k nhu cu khch hng v to ra s a

dng trong phng thc cung ng p ng nhu cu khch hng.* Nhu cu dch v c tnh lan truyn

Nguyn nhn l do dch v c tnh v hnh, khch hng khng th thy dch v trc

khi tiu dng. Bi vy, quyt nh mua v tiu dng sn phm dch v th khch hng

phi tm kim thng tin v dch v nh qung co, t ri, qua kinh nghim ca ngi

tiu dng Trong , phng tin thng tin truyn ming l phng tin truyn tin nhanh

v c hiu qu hn c do tnh lan truyn nhanh v t tn km kinh ph hn.

ngha: i hi nh cung ng phi thn trng khi cung ng dch v. Nh cung ng

phi m bo cung cp dch v ng u v n nh.

2.1.3. Xp hng trong dch v (hng ch dch v)

a. S cn thit ca xp hng trong dch v

- Khi nim: Hng ch dch v l mt dng khch hng ang ch i c cung cp

dch v t mt hay nhiu ngi phc v hoc nh cung ng

- Cc dng hng ch:

+ Hng ch theo kiu truyn thng

+ Hng ch theo nguyn tc xp hng

+ Hng ch o

- Nh cung ng c nhiu cch thc gii quyt khc nhau:

+ Gii quyt cho tng khch hng ch: dch v gi u

+ Gii quyt cho nhiu khch hng ch mt lc: dch v xe bus, dch v thang my

+ Phc v ti ch

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+ Gii hn s lng khch trong hng ch

+ C nhiu cng on xp hng khc nhau

- S cn thit ca hng ch:

+ Do cu thi im hin ti vt qu kh nng cung ng hin c: VD, s bnh nhn

qu ng, s bc s t, s ging bnh hn ch nn bnh nhn mi n phi ch i.+ Do ngi phc v qu bn nn khng th phc v ngay khch hng mi ti. VD:

xp hng thanh ton siu th.

+ Do thi gian phc v thay i: VD, gi my bay ct cnh mun hn gi thng

bo lm cho khch hng b l chuyn bay v dn li sn bay.

+ Do khch hng n vo nhng thi gian, thi im khc vi thi gian phc v ca

nh cung ng: VD, khch hng n sm hn gi m ca siu th, phng khm bnh nn

phi ch i.

+ Khi tn sut n ca khch hng ln hn thi gian nh mc phc v 1 khch. VD:1 th gi u (20 pht phc v xong 1 khch) nhng 10 pht li c khch n -> khch hng

phi ch i.

+ Do tnh ngu nhin ca khch hng: khch hng cng n mt cch t nhin vo

mt thi gian no lm xut hin hng ch.

+ Do tnh thi v, thi im ca nhu cu v cu: nhiu khch hng c nhu cu v 1

loi dch v vo cng mt thi im no lm cho cu vt qu cung. VD: nhu cu n

ung thng tp trung vo thi im ba tra v ba ti do vy lng khch hng n vi

cc nh hng n ung thng rt ng vo thi im ny.

ngha: Hng ch dch v l tt yu khch quan. Nh cung ng phi tm cch duy tr

s trung thnh ca khch hng trong hng ch bng cch:

1. Nh cung ng cn nghin cu tm l khch hng khi ch i. Khi ch i, khch

hng c tm l:

- Cm gic trng rng: ng trong hng ch khch hng cm thy chn nn, mt mi,

bun t. Mt i tm l ho hc mun tiu dng dch v . Khch hng cm thy mnh l

ngi th ng, b ph thuc vo nhn vin phc v. H ngh nhn vin phc v khng

nhit tnh, chu o.

=> Nh cung ng phi c chin lc lp thi gian trng ca khch bng cch:

+ B tr sp xp nhng vt dng khc: VD, hiu ct tc c bo, tp ch v thi

trang; nh ga c ti vi, i khch hng qun i cm gic ch i.

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+ B tr trang thit b mt cch ph hp: VD, thang my thng b tr tm gng

khch hng c th chnh li ng phc -> gip khch qun i cm gic ch i.

+ Bin php tt nht, em li hiu qu cho doanh nghip l b tr cc trang thit b,

vt dng sao cho n em li li nhun, doanh thu cho doanh nghip. VD: sn bay c ca

hng min thu khch hng mua- Tm l st rut, nn nng (bc 1 chn vo ca): thi gian ch i khin cho khch

hng cm thy st rut, nn nng

=> Nh cung ng phi to cho khch hng cm gic bt u c phc v khch

hng yn tm ch i. VD: trong qun caf gii kht, nhn vin c th mang ly nc lc ra

cho khch, khng khch ngi i m cha phc v g hay cha hi yu cu ca khch.

- Lo u v hy vng (nh sng cui ng hm): khch hng lo lng khng bit bao

gi c phc v, nhn vin phc v c quan tm ti mnh hay khng hoc liu n lt

mnh sn phm dch v c cn hay khng.=> Nh cung ng phi to cho khch hng cm gic hy vng nh sng cui ng

hm. Bin php c th s dng nh:

+ Nhn din s c mt ca khch hng

+ Thng bo cho khch hng thi gian phi ch i: VD, sn bay, nh ga thng bo

cho khch gi xe chy, gi my bay ct cnh

+ Gii hn s lng khch hng trong hng ch: VD, bc s thng bo phc v bao

nhiu bnh nhn -> gim bt s lo lng v to hy vng cho khch hng.

+ C th sp xp cc cuc hn mt cch hp l, nu qu ng c th hn khch bao

nhiu thi gian na s quay li.

- Tm l bc bi (xin li nhng ti l ngi tip theo): khch hng bc bi v s

khng cng bng ngi n sau mnh li c phc v trc. H t thi bc bi vi

nh cung ng, vi chnh khch hng gy nn hn lon hng ch.

=> Nh cung ng phi duy tr nguyn tc k lut hng ch, m bo s cng bng

cho tt c khch hng. Trong trng hp no u tin th phi cng b cho mi khch hng

bit. Nu l trng hp khch hng Vip th nh cung ng c th lp hng ring trnh hin

tng phn bit i x.

Kt lun: Nh vy, nh cung ng cn nghin cu tm l ca khch hng khch

hng yn tm ch i v tiu dng dch v, duy tr s trung thnh ca khch hng. Nh cung

ng c th p dng nhiu trit l kinh doanh khc nhau. C th thc hin trit l ca M v

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Trung Quc: ch i tp th ngn hn ch i c nhn, ch i c mc ch ngn hn

khng c mc ch, ch i c vic ngn hn ch i khng vic.

2. Phi a ra nguyn tc dch v ph hp

- Quy tc c bn nht:

S tha mn = S cm nhn S trng iS = P - E

= Nhn thc - K vng

C 3 mc cm nhn c bn v cht lng dch v:

P>E: nhn thc vt mc k vng ca khch hng -> khch hng khoi ch, hoan h

P khch hng tht vng

P=E: nhn thc ph hp vi k vng -> khch hng tha mn

- n tng u tin l quan trng nht: khi khch hng n tiu dng dch v, n

tng u tin khch hng gp l hng ch. Nu hng ch qu ng hoc qu t c th khinquyt nh ca khch hng khng tham gia vo dch v. Bi vy, i hi nh cung ng duy

tr hng ch (i vi nhng dch v cht lng cao, c tn tui) hoc che giu hng ch (i

vi nhng dch v cht lng cha cao hoc cha c tn tui).

b. c im c bn ca h thng xp hng dch v

Cc c im c bn ca h thng xp hng lin quan n: nhm dn c c nhu cu,

dng khch vo, hnh dng hng ch, k lut hng ch v tin trnh phc v.

* c im v nhm dn c c nhu cu

- Nhm dn c c nhu cu c th ng nht, c th khng ng nht:

+ Nhm dn c c nhu cu ng nht l nhng khch hng c c im nhu cu tiu

dng ging nhau. VD, dch v i hc l nhm dn c ng nht.

+ Nhm dn c c nhu cu khng ng nht l nhng khch hng c c im nhu

cu tiu dng khng ging nhau. VD, dch v gi in thoi l nhm dn c khng ng

nht

- Nhm dn c c nhu cu c th hu hn (xc nh), c th v hn (khng xc nh):

+ Nhm dn c c nhu cu hu hn l nhng khch hng n trong mt n v thi

gian chim t trng nh trong tng s khch hng tim nng.

+ Nhm dn c c nhu cu v hn l nhng khch hng n trong mt n v thi

gian chim t trng ln trong tng s khch hng tim nng.

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ngha: nh cung ng phi ty theo loi c th ca dch v chun b c ngun

cung ng ph hp (chun b ngun nhn lc, c s vt cht)

* c im v dng khch vo/Qu trnh n ca khch hng

L qu trnh khch hng tip cn vi nh cung ng dch v hayc s dch v.

- Dng khch vo c tnh th ng:+ Tn sut n ngu nhin c thi gian phc v n nh. VD: dch v ra xe, ct

tc

+ Tn sut n ngu nhin c thi gian phc v thay i: VD: dch v in thoi,

khch hng vo siu th

- Dng khch vo c tnh ch ng:

+ Doanh nghip c th can thip, chi phi, kim sot, iu chnh qu trnh n ca

khch hng. Nh cung ng a ra cc bin php: bin php hnh chnh (l bin php can

thip mc thp nht, doanh nghip c th phc v hoc khng phc v khch hng); binphp kinh t (s dng gi c iu tit qu trnh n ca khch hng); bin php t chc

(t lch trnh phc v khch: cung cp phiu hn, ng k trc).

+ Kim sot hng ch (ch ng ca khch hng): thng qua vic kim sot, khch

hng c th t b (khng tiu dng dch v) hoc cn tr (a ra yu cu i vi dch v,

VD: yu cu thay i nhn vin, thi gian phc v).

Lu : V c bn, mi khch hng u c th ch i c cung ng dch v

nhng trong mt s trng hp c bit cn c phc v ngay m khng th ch i nh

cp cu, cu ha.

ngha: Nghin cu dng khch vo nh cung ng dch v a ra nguyn tc ca

hng ch, xc nh c hnh dng ca hng ch v gip doanh nghip hoch nh chin

lc pht trin doanh nghip trong tng lai.

* c im v hnh dng hng ch

- Hnh dng hng ch l cp v s lng hng xp, v tr ca hng, yu cu v

khng gian v hiu qu ca nhng vic i vi khch hng.

- Hnh dng hng ch: c 3 dng

+ a hng (nhiu hng ch): c s dch v quyt nh duy tr nhiu hng xp. Khi

khch hng n doanh nghip, h s phi la chn ng vo hng ch no: thng chn

nhng hng ch ngn. Quyt nh ny ca khch hng c th thay i khi tc lun

chuyn ca hng ch khng ng u -> gi l hin tng nhy hng.

-> u im:

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1. C th phn loi dch v: doanh nghip c th cung cp dch v khc bit theo yu

cu ca cc i tng khch hng.

2. C th phn loi lao ng: doanh nghip c th b tr nhn vin giu kinh nghim

vo nhng bn c tnh cht phc tp cao v ngc li. iu ny em li hiu qu s dng

lao ng cao v p ng nhu cu khch hng3. Khch hng c th ng xp vo bt k hng ch no hay khch hng c th la

chn c bn dch v ph hp vi s thch ca mnh.

4. Khch hng kh t b hng ch

-> Hn ch:

1. Khch hng lun lun lo lng theo di xem xt s dch chuyn ca cc hng ch

khc nhau

2. Khng che du c hng ch

+ n hng (mt hng ch): ch c mt li vo, c s dch v duy tr 1 hng xpbng cch cng dy, dng chn, dng hng ro tm to ra ranh gii, ng dn hng ch.

-> u im:

1. m bo s cng bng cho khch hng (ai n trc c phc v trc)

2. Khch hng hon ton tha mi trong thi gian ch i, khng phi lo lng, theo

di s dch chuyn ca hng ch

3. Khch hng kh t b hng ch v ch c mt li vo duy nht, cng khng c s

chen hng, hn ch s nhy hng.

4. S ring t c m bo

5. Thi gian ch i trung bnh ca khch hng ngn

-> Hn ch:

1. Khng che du c hng ch

2. Hng ch c tnh cht phc tp cao, nhng bin php nh cung ng a ra duy

tr khch hng kh

3. Th ng, cng nhc v khng p dng c i vi cc trng hp khn cp nh

cp cu, cu ha

4. Doanh nghip khng phn loi c dch v

+ Ly s th t: khch hng n c s dch v nhn 1 con s nh du v tr ca mnh

trong hng ch. VD: dch v bu in, dch v ng k xe

-> u im:

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1. m bo s cng bng cho khch hng, xc nh r v tr ca khch hng trong

hng ch

2. To ra tm l thoi mi ca khch hng trong hng ch -> c th khuyn khch

tng doanh thu cho doanh nghip. VD, khch hng ch sn bay, c th i li mua hng

min thu.3. C th che du c hng ch

-> Hn ch:

1. Khch hng vn lo lng v phi nghe gi s nu khng s b qu lt -> Bin php

khc phc: lp loa phng thanh, bng hin s. VD, sn bay, bnh vin.

2. Khch hng phi gi gn s c pht v nu lm mt s phi xp lt li

3. Doanh nghip phi b tr khng gian ch i cho khch hng v nu cht chi qu

khch hng s b i.

* Nguyn tc hng ch/k lut hng chK lut hng ch l cc chnh sch do cc nh qun l a ra nhm la chn ngi

khch hng tip theo phc v.

- Nguyn tc n trc c phc v trc: quy tc ny cn c vo thi gian ch

i ca khch hng

+ u im: m bo tnh cng bng cho khch hng

+ Hn ch: mang tnh cht th ng, cng nhc c th trong 1 s trng hp khng

th p dng nguyn tc ny c (cp cu, cu ha)

- Nguyn tc phc v lun phin: khch hng c ngh 1 phn dch v, nhn

vin dch v tin ti khch hng tip theo phc v tip. Khch hng lun phin ch i v

lun phin c phc v

+ u im: gip khch hng gim cm gic phi ch i lu, khch hng kh t b

dch v. VD, khi bnh nhn n phng khm bnh, y t s ln lt cho bnh nhn o huyt

p, cp nhit trc khi bnh nhn c gp bc s khm bnh.

- Nguyn tc u tin ngi c quyn c phc v trc: tc l vic phc v mt

khch hng no tm thi dng li phc v mt khch hng mi n nhng vi mc

u tin cao hn. Nguyn tc ny thng p dng cho cc ca cp cu, cu ha

+ u im: m bo thc hin mc tiu chnh tr, vn ha, x hi nht nh

+ Nhc im: c th gy n tng s phn bit i x vi khch hng

- Nguyn tc thi gian gii quyt ngn nht: c s dch v s la chn khch hng

c phc v tip theo l khch hng c yu cu thi gian c phc v l ngn nht. VD,

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khch hng ch gi u s c chn phc v trc khch hng va ct tc, nhum tc v

va gi u.

+ u im: thi gian ch i trung bnh ca khch hng ngn -> mang tnh cht nng

ng

+ Nhc im: khch hng yu cu thi gian phc v di th thi gian phc v hocch i cng di.

ngha: nh cung ng khi p dng cc nguyn tc phi cn c vo tnh cht ca dch

v, tnh trng ca hng ch (s lng khch, thi gian phc v), thuc tnh ca khch hng

p dng quy tc k lut hng ch ph hp v lm gim s t b dch v ca khch hng.

* Tin trnh dch v

L qu trnh cung ng dch v cho khch hng bao gm phn phi thi gian phc v,

b tr nhn vin phc v, thc thi cc chnh sch qun l v hot ng tc nghip ca nhn

vin.- Phn phi thi gian phc v: c th cn c vo nhu cu ca khch hng v s thc

thi ca nhn vin

- B tr nhn vin phc v: ph thuc vo loi hnh dch v v c im ca c s

dch v m doanh nghip p dng cc hnh thc phc v khc nhau. Hin nay c 2 hnh thc

phc v:

+ Hnh thc t phc v: cho php gim bt s nhn vin phc v (tit kim chi ph

lao ng sng) v p ng ng nhu cu ca khch hng. VD, dch v i tin.

+ Hnh thc phc v song song: mang tnh cht linh hot trong phc v khch hng

nhng thi gian ch i ca khch hng s lu hn v doanh nghip s phi s dng s nhn

vin phc v nhiu hn.

- Thc thi cc chnh sch qun l:

+ Nh cung ng c th thay i kh nng cung ng: m hoc ng 1 s im phc v

+ o to nhn vin cho nhau h tr nhau vo gi cao im

- Hot ng tc nghip ca nhn vin: bao gm k nng, trnh ca nhn vin, thi

ca nhn vin. Tt c nhng yu t ny quyt nh n s thnh cng hay tht bi ca

vic cung ng.

+ Hng ch di to p lc cho ngi phc v

+ C th gy tc ng bt li cho ngi phc v khc trong cng 1 h thng

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ngha: doanh nghip c th s dng nhiu tin trnh dch v khc nhau, kt hp

tin trnh dch v ty theo nhu cu ca khch hng, kh nng ca doanh nghip; tng cng

hun luyn, o to nhn vin c kh nng lm vic a nng.

2.2. Ni dung qun tr cu dch v

2.2.1. Nghin cu nhu cu ca khch hnga. Nghin cu s mong i ca khch hng

- Khi nim:

+ gc s tha mn: mong i l nhng g s xy ra trong qu trnh cung cp

dch v. Ngi ta gi l k vng tin on.

+ gc cht lng dch v: mong i l nhng g s phi xy ra trong qu trnh

cung cp dch v

=> Mong i c hiu l mong mun ca khch hng v nhng g s xy ra trong

qu trnh cung cp dch v.- Cc mong i ca khch hng:

+ Nhanh hn: tc l khch hng mong thi gian ch i rt ngn

+ Tt hn: cht lng khch hng nhn c phi tt, gi tr s dng sn phm dch

v l cao nht c th

+ R hn: tc l gi c, chi ph khch hng b ra

- Cc ngun thng tin to nn k vng ca khch hng: thng tin truyn ming, nhu

cu c nhn, kinh nghim tiu dng v qung co. Trong c 3 yu t thuc v k vng ca

khch hng ( thng tin truyn ming, nhu cu c nhn v kinh nghim tiu dng). Cn li 1

yu t thuc k vng ca nh cung ng l qung co, yu t ny cn i hi phi ng

mc. V yu t ny to ra k vng ln cho khch hng, nu dch v m khch hng nhn

c khng ng vi nhng g nh cung ng a ra s lm cho khch hng tht vng, nh

hng n doanh thu v y tn ca doanh nghip.

- Cc mc mong i dch v ca khch hng gm:

+ Mong i dch v mc cao (mong i dch v mong mun): l mc dch v

m khch hng hy vng nhn c

+ Mong i dch v mc thp (mong i dch v tng xng): l mc dch

v khch hng chp nhn c

Lu :

+ Khch hng bao gi cng nh gi s thc hin dch v theo c 2 mc trn.

l nh gi nhng g nhn c so vi nhng g h hy vng nhn c.

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+ Khch hng mong i dch v mong mun tng t nhau i vi 1 loi dch v

nhng mong i dch v tng xng li khc bit nhau ty thuc vo khch hng v nh

cung ng loi dch v .

+ Gia dch v mong mun v dch v tng xng c khong cch -> gi l vng

chp nhn.b. Nghin cu cc yu t nh hng n s hnh thnh nhu cu dch v ca khch hng

* Nhng nhn t nh hng n nhu cu dch v c nhn:

- Gi c hng ha dch v c nhu cu

- Gi c hng ha dch v c lin quan

- Thu nhp c nhn

- Th hiu, kiu mt

* Nhng nhn t nh hng n nhu cu dch v x hi:

- Yu t dn c- Thu nhp quc dn v phn phi thu nhp quc dn

- Mc th ha

- Tnh trng cng ngh ca ngnh dch v

- Chnh sch ca Nh nc

- Nhn t tc ng bt thng

c. Nghin cu s tha mn nhu cu

- Nhu cu dch v c tha mn hon ton: khi S cm nhn dch v > S mong

mun, ngha l dch v c mc cht lng tuyt vi nht, vt qu s mong i ca khch

hng, xy ra khi c 4 yu t ca xut dch v trn gi u tha mn.

- Nhu cu dch v c tha mn 1 phn: khi S cm nhn dch v = S mong mun,

xy ra khi 1 trong cc yu t ca xut dch v trn gi khng tha mn nhu cu ca khch

hng, ngha l cm nhn ca khch hng gn s mong i

- Nhu cu dch v khng c tha mn: khi S cm nhn dch v < S mong mun,

xy ra khi tt c cc yu t ca xut dch v trn gi khng c tha mn, ngha l cm

nhn ca khch hng di s mong i.

ngha: cc nh cung ng cn nghin cu 3 trng thi trn bit mnh ang cung

ng n trng thi no, t lm tha mn s mong i ca khch hng.

Lu :

+ Trong 3 trng thi trn th trng thi 2 l ph bin cn trng thi 1 v 3 him xy ra

do gia k vng v mong mun lun lun c khong cch. Trng thi 3 hu nh khng xy

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ra v khi khch hng quyt nh s dng 1 loi dch v no ngha l h tha mn 1

phn no nhu cu ca mnh.

+ Cng mt mc cung ng dch v nhng s tha mn s khc nhau i vi cc

khch hng khc nhau.

- Cc phng php nghin cu nhu cu khch hng: s dng tng lc cc i tng:+ Nh qun tr: lp k hoch v trin khai iu tra)

+ Nhn vin: tip xc trc tip c iu kin nm bt nhu cu

+ i th cnh tranh

+ Khch hng: iu tra trc tip, hm th gp

2.2.2. Qun l cu

a. Qun l cu hin ti

Qun l cu hin ti: l qun l khch hng hin ti ca doanh nghip nhm duy tr

s trung thnh ca khch hng- Gii php: thc hin chng trnh m bo cht lng dch v phc v khch hng

+ Cam kt v cht lng dch v s cung cp: thng qua cht lng nguyn liu, nhn

vin, chng trnh, thi gian, phng thc phc v Vic cam kt s khin khch hng tin

tng vo nh cung ng, yu cu cam kt c th, r rng. V nu khng c th, r rng s

khin khch hng kh tin tng v nghi ng v s cam kt .

+ Hn ch s b i ca khch hng v li ko thm nhng khch hng mi

- Cch lm:

+ Xy dng danh mc khch hng thng xuyn -> c chnh sch chm sc cc

khch hng ny. VD, m tic chiu i khch hng, c th gim gi cho khch hng

+ Thng xuyn ly kin khch hng: doanh nghip lng nghe, tip nhn nhng li

phn nn ca khch hng. Sau gii quyt nhanh, trit kin . Lm nh vy, doanh

nghip gii quyt c tm l ca khch hng, tha mn nhu cu khch hng.

+ nh k pht phiu thm d mc trung thnh ca khch hng: doanh nghip a

ra phiu iu tra vi nhiu tiu thc khch hng d dng nhn xt, nh gi. Cc tiu thc

a ra phi c bn, c trng v thng qua nhng tiu thc ny gip doanh nghip nhn bit

c hn ch khc phc.

b. Qun l cu tim nng

- S dng cc cng c marketing nh tip th, xc tin qung b v sn phm, dch v

ca doanh nghip khch hng bit n dch v, ny sinh nhu cu v s dng

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- Nng cao cht lng dch v: tha mn ti a nhu cu ca khch hng. Thng

thng: 1 khch hng hi lng trung bnh s k cho 3-5 ngi, 1 khch hng khng hi lng

trung bnh s k cho 9-15 ngi.

- S dng chnh sch gi lm n by: mc ch kch thch nhu cu khch hng c

bit vo nhng thi k thp im. VD: rp chiu phim, gim gi v xem phim vo ban ngy(10h)

- S dng h thng t hng trc, ng k trc: bin php ny gip doanh nghip

hoch nh c k hoch kinh doanh ca doanh nghip

- C chin lc khuyn mi hp l v c hiu qu kch cu

- Qun l hng ch ca khch hng: hng ch dch v c nh hng n vic tham

gia hay khng tham gia dch v ca khch hng.

2.2.3. Qun l hng ch dch v

a. i vi hng ch hin- S dng, b tr cc trang thit b ph hp: VD, bo, tp ch, gh ngi, ti vi

khch hng c hot ng trong thi gian ch i. Trnh tm l trng rng, gip khch hng

qun i cm gic ch i thay vo l cm gic c thng thc dch v khc.

- p dng cc quy tc hoc trit l trong kinh doanh: 3 trit l

+ Ch i tp th nhanh hn ch i c nhn

+ Ch i c vic nhanh hn ch i khng c vic

+ Ch i c mc ch nhanh hn ch i khng c mc ch

- Gim thi gian cung ng nhng khng lm gim cht lng dch v: vic gim thi

gian cung ng c th dn n thi phc v cc lc gy c ch cho khch hng. Khch

hng c th nh gi nhn vin v nh gi tng hp tt c nhn vin ca doanh nghip.

-> Bin php t ra: l phi o to, bi dng nhn vin nng cao trnh chuyn

mn, nghip v, k nng ngh nghip, u t, i mi c s vt cht k thut nhm nng cao

nng sut lao ng t rt ngn thi gian phc v m khng lm nh hng n cht

lng dch v.

- Che du hng ch: mc ch khch hng mi ti khng thy hng ch. Che du

hng ch bng hnh thc ly s th t

- Khuyn khch s tham gia ca khch hng vo dch v: c th cho khch hng t

chn nguyn liu hoc tham gia khu tm p nguyn liu dng ch bin mn n cho h

ti nh hng

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u im: gim chi ph lao ng sng cho doanh nghip, khch hng t t b hng ch

v thy hng phn, c phn trch nhim vi dch v .

- S dng nhiu dch v khc nhau tng li ch ca khch hng: VD, khch hng

lu tr ti khch sn, kch thch 1 s dch v nh git l, massage, thm m

b. i vi hng ch n- duy tr s trung thnh ca khch hng trong hng ch n, nh qun tr kinh

doanh dch v cn thng xuyn nghin cu ci tin, nng cao cht lng dch v

- Tng nng sut lao ng, thu hp quy m cung ng (gii hn s lng) t vn

ng, hng nhu cu ca khch hng 1 cch ph hp vi kh nng cung ng ca doanh

nghip.

- Ch trng cng tc qung co, xc tin

- Xy dng v p dng chnh sch gi c hp l

- p dng cc bin php thm d nhu cu khch hng, x l nhanh nhng li phnnn ca khch hng

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CHNG 3

QUN TR CUNG NG DCH V

3.1. c im cung ng dch v

3.1.1. Khi nimCung dch v l lng dch v m ngi bn l cc t chc v c nhn kinh doanh

dch v c kh nng v sn sng bn cc mc gi khc nhau cho khch hng trong mt

thi gian v khng gian nht nh.

3.1.2. c im cung ng dch v

* Cung ng dch v thng c thc hin bi cc nh sn xut ra sn phm dch v c

lp v mang tnh cnh tranh cao

- Xut pht t c im ca dch v l mang tnh khng tch ri tc l sn xut v

tiu dng din ra ng thi nn qu trnh cung ng dch v thng c cung cp bi nhngnh sn xut c lp

- Mang tnh cnh tranh cao bi v tnh v hnh ca sn phm dch v, sn phm dch

v khng c cp bng pht minh sng ch, bo h v quyn s hu tr tu. Khi c mt

dch v mi trn th trng th rt d sao chp, bt chc v cnh tranh.

ngha: i hi cc nh cung ng phi lun i mi cc dch v cung ng cho

khch hng. Dch v phi m bo v cht lng, gi c, thi gian cung ng v cc li ch

km theo. Cn to ra xut dch v trn gi tha mn ti a nhu cu ca khch hng. C

cc quan im i mi dch v sau:

+ Quan im 1: i mi hon ton, to ra dch v cha h c trn th trng

+ Quan im 2: sao chp, bt chc dch v ca doanh nghip khc ng dng vo

doanh nghip mnh

+ Quan im 3: to ra phn dch v bao quanh sn phm dch v

* Qu trnh cung ng gm nhiu cng on, bt u t khi pht hin ra nhu cu ca khch

hng trn th trng n khi khch hng kt thc tiu dng sn phm dch v: qu trnh

to ra 1 sn phm hng ha thng thng rt di cn qu trnh to ra 1 sn phm dch v

din ra trong thi gian ngn. V vy, i hi nh cung ng cn c gng to ra qu trnh cung

ng kp thi p ng nhu cu khch hng bng cch thay i phn bao quanh sn phm

dch v.

* Cung ng dch v thng c kh nng hu hn (tnh cht c nh mt cch tng i):

Tnh cht c nh ca cung dch v th hin c nh v v tr v kh nng cung ng

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- Cung ng dch v thng ph thuc vo cc ngun lc x hi: nhn lc, t nhin,

cng ngh m cc ngun lc ny mang tnh hu hn 1 cch tng i nn cung dch v

mang tnh hu hn.

- Cung ng dch v mt kha cnh no cn ph thuc vo ti sn c nh v n

c coi l 1 ti sn c nhLu : Xu hng lu di, cung ngy cng c kh nng v hn v s ph thuc vo

cc ngun lc t nhin x hi s gim i

* Cung ng dch v c th c t chc theo nhiu phng thc (hnh thc) khc nhau:

- i vi dch v ni a, cung ng dch v c 3 hnh thc: khch hng n doanh

nghip (VD: dch v ct tc, gi u), doanh nghip n khch hng (VD: dch v bc s

gia nh, dch v vn chuyn), tha thun ti 1 a im (VD: dch v bo ch)

- i vi cc dch v xut khu, nh cung ng c th la chn cc hnh thc:

+ Cung cp dch v qua bin gii: dch v vn chuyn t nc ny sang nc khcm khng c s di chuyn ca nh cung cp v ngi tiu dng. VD: dch v in thoi,

internet, chuyn tin, t vn qua mng

-> u im: cung cp dch v nhanh

-> Hn ch: nh cung ng kh c th hiu bit v khch hng v ngc li; bn thn

Nh nc kh kim sot dch v (VD, dch v internet)

+ Tiu dng nc ngoi: c s di chuyn ca ngi tiu dng v ngi tiu dng s

di chuyn ti nc cung cp dch v tiu dng. VD: dch v du lch, dch v cha bnh

-> u im: khch hng hiu r hn v nh cung ng v ngc li

-> Hn ch: to ra li ch cho ngi cung cp dch v, to ra bt li cho ngi tiu

dng dch v (lm r r tht thot ngoi t ra khi quc gia)-> Bin php: hn ch cng dn

trong nc i du lch ra nc ngoi.

+ Hin din thng mi: khi ngi cung cp di chuyn ti nc thnh vin cung cp

dch v thit lp hin din . VD, dch v ngn hng, bo him

-> u im: cho php tip cn th trng hon ton, vic cung cp dch v hiu qu

hn; c th nhn c u i t pha chnh ph (VD: gim gi thu t, gim thu thu nhp

trong nhng nm u); c th khai thc c ti nguyn ca nc khc.

-> Hn ch: c th gp s cnh tranh rt ln, phi tun th theo quy nh, lut php

ca nc ngoi.

+ Hin din th nhn: ngi cung cp dch v di chuyn ra bin gii v tin hnh

cung cp dch v. VD, cc chuyn gia y t, lut s ra nc ngoi hnh ngh.

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-> u im: cho php tip cn th trng hon ton, nh cung ng hiu bit c th

trng nhiu hn, c th nhn c u i.

-> Hn ch: vic cung cp dch v thng mang tnh cht gin on, khng thng

xuyn, lin tc

ngha: ty thuc vo bn cht ca dch v, kh nng cung ng thit lp cc knhphn phi ph hp.

* Cung ng dch v c th c cc trng thi khc nhau:

- Cung thng xuyn p ng c cu: trng thi ny, li ch thuc v khch hng

v khch n bt k thi gian no trong nm u c p ng y . Tuy nhin, bt li

thuc v nh cung cp v nhng lc tri v, cng sut s dng thp, c s hao mn ti c s

vt cht, d tha lao ng => Trng thi ny gy nn lng ph ti nguyn

- Cung p ng c cu: cung c thit k nm gia cu chnh v v cu tri v.

Vo nhng lc chnh v, cu tng, cung khng p ng ht to ra hng ch dch v, cn vonhng lc tri v li d tha cung, gy lng ph.

=> trng thi ny khng c coi l gii php ti u, tuy nhin nh cung ng thng

la chn kt hp vi cc bin php gim dao ng thi v ca cu.

- Cung khng p ng c cu: cung ch c thit k p ng cu tri v cn vo

bt k thi gian khc cung khng p ng c cu. Trng thi ny gy bt li cho khch

hng, li ch thuc v nh cung ng v lc no cng sut cng ti a, hiu qu s dng c s

vt cht v lao ng l cao nht.

=> trng thi ny khng c tng lai pht trin, kh nng m rng quy m v p ng

ti u nhu cu ca khch khng t c.

3.2. Ni dung qun tr cung ng dch v

3.2.1. Qun l kh nng cung v nghin cu cc nhn t nh hng n cung dch v

a. Qun l kh nng cung dch v

* Thit k cng sut ti u v cng sut c kh nng iu chnh trong cc thi im nhu cu

khc nhau

- Thit k cng sut ti u: cng sut ti u l cng sut m bo c s cn bng

gia ri ro v li sut. Ti im cng sut ti u s mang li cho khch hng s hi lng cao

nht, tui th trung bnh ca khch hng cao nht v s b i ca khch hng l thp nht.

Lu : Phi xc nh c im cht trong kinh doanh dch v:

+ im cht trong kinh doanh dch v bng cng sut cc tiu: t l khch hng

hi lng thp nht, tui th trung bnh khch hng thp nht.

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+ im cht l khu yu nht trong qu trnh kinh doanh dch v. Xc nh c

im cht doanh nghip c bin php khc phc. VD: yu do nhn vin -> cho nhn vin

i o to, yu do c s vt cht -> nng cp, sa cha.

- Thit k cng sut c kh nng iu chnh: nh cung ng phi thit k cng sut c

kh nng iu chnh, iu chnh bng nhn vin, bng c s vt cht. VD: vo nhng lcchnh v, thu thm cc lao ng lm partime, thu thm my mc, trang thit b

* Tng cng u t v s dng cc my mc, trang thit b a nng hin i, c th s

dng cho nhiu mc ch khc nhau

* M rng cc hnh thc cung cp dch v: nh p dng cc hnh thc dch v t ng hay

khch hng t phc v t lm gim cc yu cu dch v v nh cung ng d dng p n

nhu cu ca khch hng.

* Hun luyn o to nhn vin cho nhau c kh nng lun chuyn, h tr cho nhau trong

gi cao im.* Quy nh ch lm vic ca nhn vin trong gi cao im, thi chnh v: gip nhn vin

xc nh c trch nhim, nhim v ca mnh, p ng c nhu cu ca khch hng. Mt

khc, va tit kim c chi ph lao ng v nng cao hiu qu s dng i ng nhn vin.

b. Cc nhn t nh hng n cung dch v

* Cc nhn t nh hng n cung doanh nghip dch v (cung vi m)

- Gi c ca hng ha, dch v cung ng:

+ Nu gi c hng ha, dch v cung ng tng th cung tng

+ Nu gi c hng ha, dch v cung ng gim th cung gim

Ty thuc vo mc gi bn cc c s kinh doanh s c gng sn xut nhiu hn hay t

hn cc sn phm dch v du lch v cung ng trn th trng.

- Gi c ca hng ha, dch v c lin quan (nh thay th hoc b sung) vi hng

ha, dch v ang cung ng: thng thng gi c hng ha, dch v c lin quan thp th

khch hng c xu hng thay th cu nn cc c s kinh doanh dch v du lch s sn xut t

hn v ngc li. V vy, trn c s xem xt gi c hng ha, dch v c lin quan cc c s

kinh doanh s quyt nh lng hng ha, dch v cung ng ca mnh trn th trng.

- Chi ph sn xut kinh doanh: nu chi ph sn xut kinh doanh tng th cung gim v

trong lnh vc dch v du lch khng d dng g c th tng gi theo gi c u vo ca th

trng. Mt khc, chi ph sn xut kinh doanh c th nh hng khc nhau n s thay i

doanh thu ca doanh nghip. Khi doanh thu tng do gi tng cha chc lm cho li nhun

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tng nu chi ph tng nhanh hn doanh thu. iu ny s lm nh hng n cung du lch ca

doanh nghip.

- Cnh tranh trn th trng: nu cnh tranh lnh mnh th cung tng, nu cnh tranh

khng lnh mnh c th lm km hm cung.

- Thu: ty thuc vo mi quc gia s c cc chnh sch thu trc thu v gin thukhc nhau. Khi chnh sch thu ca Nh nc thay i cng s nh hng n cung dch v,

du lch ca doanh nghip. VD: nu Nh nc tng thu th cung gim

- Cc nhn t khc: thi tit, an ninh chnh tr

* Cc nhn t nh hng n cung ca ngnh, ca khu vc (cung v m)

- Gi c ca hng ha, dch v ni chung: khi gi c ca hng ha, dch v ni chung

tng th ty tng thi im khc nhau lm cho tng cung tng hoc gim.

VD: vo chnh v du lch, nu gi hng ha, dch v du lch tng th tng cung tng

ngc li nu gi gim vo lc tri v th tng cung gim.- S k vng: ty thuc vo kh nng d on cu, mc gi bn v hnh ng ca i

th cnh tranh trc khi bt u sn xut m cc doanh nghip du lch s c s chun b v

kh nng cung khc nhau trn th trng.

- S cnh tranh trn th trng: cng c tc ng hai mt n tng cung. Nu cnh

tranh lnh mnh th tng cung tng, nu cnh tranh khng lnh mnh c th lm km hm

tng cung.

- Tnh trng cng ngh: khi cng ngh cao v pht trin s lm cho nng sut lao

ng cao, sn lng u ra tng dn n tng cung tng v ngc li.

- Quy hoch pht trin du lch: quy hoch pht trin du lch tt s lm tng cung tng

v quy hoch l nh hng pht trin khng gian, to ra s hi ha gia cung v cu, p

ng tt nht nhu cu ca khch hng v ngc li.

- Cc nhn t khc: chnh tr, thin tai

3.2.2. Qun l cht lng dch v

a. Quan nim v cht lng dch v

* Cc cch tip cn v cht lng dch v

- Cht lng siu vit phn nh s u vit ni ti ca dch v, phn nh iu g

tt nht

- Cht lng nh hng sn xut lin quan ti s ph hp vi thit k hay quy cch.

Mt dch v cht lng s khng c mt sai st no so vi quy cch

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- Cht lng nh hng ngi tiu dng chp nhn rng mt dch v no p ng

c nhng i hi ca ngi s dng th l mt dch v cht lng. Nh vy, c th ni

dch v c cht lng l dch v p ng ng mc ch ca khch hng.

- Cht lng nh hng sn phm l mt phng php da trn s lng v ch xt

n nhng c tnh o lng c. Trong nhiu trng hp, nhiu hn ng ngha vi tthn v nh vy l cht lng cao hn.

- Cht lng nh hng gi tr coi trng chi ph v gi c. Mt sn phm no s

c cung cp t hay nhiu ty theo gi ca n.

- M hnh cht lng dch v: 5 l hng

+ Khong cch 1: l hng v hiu bit ca nh qun tr i vi mong i thc t ca

khch hng. Khong cch ny c th l kh khn chnh trong phn phi dch v. S thiu

hiu bit s tc ng ti s cm nhn cht lng dch v ca khch hng.

+ Khong cch 2: l hng thit k l l hng gia nhn thc ca nh qun tr vi khnng thit k thnh cht lng dch v. Nh qun tr c th nhn bit c k vng ca

khch hng song khng c kh nng thit k thnh cht lng dch v th khch hng cng

khng th hi long v dch v. Cc nguyn nhn chi phi khong cch ny gm ngun lc,

s bin ng v th trng v nguyn nhn bt ngun t cc nh qun tr. Nh qun tr

khng nh hng cht lng dch v theo s mong i ca khch hng m theo ch quan

ca h nn to ra khong cch ny.

+ Khong cch 3: l hng cung cp gia tiu chun dch v c nh qun tr thit k

vi qu trnh cung cp dch v cho khch hng. L hng ny tn ti nu nhn vin phc v

khng kh nng chuyn ha nhng thit k ca nh qun tr thnh cht lng dch v

thc t cung cp cho khch hng. Mt khc, nu nh qun tr khng gim st, kim tra cht

ch, kp thi th nhn vin cng c th cung cp dch v khng ng tiu chun cho khch

hng. Khong cch gia nhng c tnh cht lng dch v ca doanh nghip vi qu trnh

thc t phn phi s nh hng ti s nhn bit, nh gi v cht lng dch v ca khch

hng.

+ Khong cch 4: l hng giao tip/thng tin l l hng gia truyn thng ca nh

cung ng vi cht lng dch v thc t. Truyn thng tin khng nhng tc ng ln s

mong i dch v ca khch hng m cn tc ng n s cm nhn dch v ca khch

hng. S khng nht qun gia phn phi dch v v giao tip bn ngoi di dng phng

i li ha hoc thiu thng tin v phn phi dch v c th tc ng n s tip nhn cht

lng dch v ca khch hng.

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+ Khong cch 5: l hng cht lng, khch hng nhn thc khng ng v sn phm

dch v v nhn thc khc vi k vng trc khi tiu dng dch v. Khong cch ny chu

nh hng ca tt c 4 khong cch trn.

* Khi nim cht lng dch v

- Cht lng dch v l kh nng ca dch v c tha mn cc nhu cu ca khchhng. Khch hng tha mn khi nhn thc v dch v nhn c ph hp vi s mong i t

dch v mong mun.

- ISO 8402 1986: cht lng l tp hp c trng ca 1 sn phm hoc dch v lm

cho n c kh nng tha mn nhng nhu cu nu ra hoc cha nu ra.

- TCVN v ISO 9000: cht lng dch v l mc ph hp ca sn phm dch v tha

mn cc yu cu ra hoc nh trc ca ngi mua.

b. Cc ch tiu phn nh cht lng dch v

- Cht lng dch v bao gm 2 b phn l cht lng k thut v cht lng knng:

+ Cht lng k thut l h qu ca qu trnh vn hnh dch v. Cht lng k thut

tr li cu hi ci g? v ph thuc vo cc yu t c s vt cht k thut, yu t cng ngh.

+ Cht lng k nng l kt qu ca vic giao tip gia nhn vin khch hng. Cht

lng k nng tr li cu hi nh th no? V ph thuc vo thi ca nhn vin, s sn

sng phc v, n tip khch

- Cht lng dch v c th c o lng qua 10 ch tiu: Theo Parasuraman, Berry

v Zeithamal c 10 ch tiu o cht lng dch v:

1- Tnh hu hnh: bao gm c s vt cht, s hin din ca nhn vin, nh cung ng,

cc yu t vt cht i km

2- tin cy: th hin s nht qun ca dch v, ha hn trung thc, chnh xc

3- S phn hi/trch nhim: s sn sng gip khch hng t nh cung ng

4- Truyn thng (giao tip): bn thn nhn vin phc v c cung cp thng tin y

n khch hng khng? Ngn ng c trong sng, d hiu khng? Nhn vin c sn sng

nghe v tr li gip khch hiu khng?

5- S tn nhim vo nh cung cp: bao gm danh ting ca doanh nghip, y tn ca

c nhn ngi cung cp, s trung thc v ng tin cy

6- An ton: an ton v thn th, ti chnh, yu t bo mt thng tin cho khch hng

7- Nng lc: l nhng k nng v kin thc trong cng vic gm k nng v kin thc

ca nhn vin, k nng nghin cu, qun l iu hnh ca t chc.

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8- Tc phong, thi : c lch s, tn trng, quan tm n khch hng khng? i x

vi khch hng nh th no?

9- Thu hiu khch hng (s ng cm): bn thn doanh nghip c n lc tm hiu

nhu cu ca khch hng khng?

10- Kh nng tip cn: bn thn nhn vin c ch ng tip cn khch hng khng?Kh nng sn sng phc v khch nh th no?

c. o lng cht lng dch v

* S cn thit o lng cht lng dch v

- o lng cht lng dch v nhm nng cao cht lng dch v. T gp phn

tng doanh thu, gim chi ph v nng cao li nhun cho doanh nghip:

+ Gip tng doanh thu v li nhun: Khi nng cao cht lng dch v s thu ht c

khch hng, duy tr c lng khch hng trung thnh ca doanh nghip; lm tng tc

tng trng ca doanh nghip; tng uy tn, to hnh nh ca doanh nghip+ Gip gim chi ph: khi u t nng cao cht lng dch v s gip tit kim c

chi ph qung co, chi ph o to bi dng

- o lng cht lng dch v nhm tha mn nhu cu ngy cng cao ca khch hng

- Nhm nng cao kh nng cnh tranh ca nh cung ng v tng gi bn hp l trn

th trng:

+ C nhiu yu t cnh tranh: cnh tranh bng gi, cht lng

+ Tng gi bn hp l trn th trng: i hi u t vo cht lng dch v nh th

no khi tng gi vn duy tr c lng khch n vi doanh nghip v lm cho khch

hi lng v cht lng dch v.

* Nhng kh khn khi o lng cht lng dch v

- Do sn phm dch v mang tnh v hnh, kh tiu chun ha nn vic o lng gp

kh khn

- Cht lng dch v ph thuc vo nh cung ng v khch hng

Tuy kh khn nhng trong thc t ngi ta vn c gng o lng thng qua 2 ch

tiu:

+ Ch tiu nh tnh: s tin cy, m bo

+ Ch tiu nh lng: s lng nhn vin, thi gian cung ng, cc im cung ng

* Cc phng php o lng: c 3 phng php

- Phng php o lng t pha doanh nghip: bn thn doanh nghip t nh gi

cht lng dch v ca mnh, t a ra cc tiu ch o lng

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+ u im: n gin, d xc nh, thc hin ng mc tiu ca doanh nghip, thi

gian iu tra nhanh gn, tn chi ph.

+ Nhc im: v l nhn nh ch quan ca doanh nghip nn km chnh xc

- Phng php o lng t pha khch hng: doanh nghip a ra cc phiu iu tra,

hm th gp , cc bng cu hi+ u im: khch quan, mang tnh chnh xc hn

+ Nhc im: c th mc tiu ca nh qun tr khng t c, tn km, tn chi ph

- Phng php o lng t pha chuyn gia: doanh nghip s la chn chuyn gia ->

lp bng cu hi xin kin chuyn gia -> tng hp v x l cc cu tr li.

+ u im: nu la chn chuyn gia chnh xc -> phng php s chnh xc, thc

hin c mc tiu ca doanh nghip

+ Nhc im: nu la chn chuyn gia khng chnh xc -> phng php km chnh

xc, kh nh gi chnh xc cht lng dch vTrong 3 phng php trn, phng php ph bin v mang li hiu qu cao l o

lng cht lng dch v t pha khch hng. i din cho phng php ny c 3 phng

php c bn:

1. Phng php SERVQUAL: Cc tc gi ca phng php ny A. Parasuraman,

Valarie A. Zeithaml, Leonard L. Berry a ra mt m hnh nhiu khon mc gi l

SERVQUAL cho vic o lng qua 5 ch tiu ca cht lng dch v: s tin cy, trch

nhim, s m bo, s ng cm, tnh hu hnh. Nn tng ca phng php ny l da trn

c s khong cch gia dch v mong i v dch v cm nhn ca khch hng hay cn gi

l l hng cht lng dch v.

2. Phng php ca Tomy D.Anderson

Da trn nn tng ca thng k hc, kinh t hc, tm l hc, Tomy D.Anderson

a ra mt m hnh nh gi cht lng dch v vo nm 1994.

Ni dung: phng php ny o lng nguyn nhn v kt qu ca cht lng dch v.

S sn sng thanh ton ca khch hng c coi l thc o tha ng nht cho cc nguyn

nhn v kt qu ca cht lng dch v.

3. Phng php SERVPERF

Nm 1992, 2 nh kinh t hc ngi Anh l Cronin v Taylor a ra phng php

ny.

c im: phng php o lng da trn thnh qu ca cht lng dch v. Phng

php ny gii quyt c mt s vn m phng php SERVQUAL ny sinh khi nh

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gi da trn c s c 2 phn k vng v nhn thc, l tnh ng n v tin cy ca cng

c SERVQUAL. Theo phng php SERVQUAL, s tin cy c im k vng cao nht v

l kha cnh kh p ng nht trong cc k vng ca khch hng, tip l s m bo, s

ng cm v trch nhim. Nu theo phng php SERVPERF, ch xt n o lng thnh

qu dch v th trng tm u tin hng n l s m bo, tip theo l s ng cm v thba l tin cy. y chnh l hn ch ca phng php SERVPERF so vi phng php

SERVQUAL.

d. Ni dung v bin php qun tr cht lng dch v

* Khi nim v ni dung

- Khi nim: qun tr cht lng dch v l tp hp nhng hot ng ca chc nng

qun tr nhm xc nh cc tng v nh hng chung v cht lng, phn cng trch

nhim, ra cc bin php v c cu t chc, ngun lc c th m doanh nghip s thc

hin, thng xuyn kim sot, ci tin tng v nh hng cht lng .- Ni dung:

+ ra cc mc tiu c th v lu di v cht lng dch v

+ Xy dng c cu t chc thch ng thc hin dch v

+ Phn nh r trch nhim v quyn hn

+ Thit lp h thng ti liu cho cc cp qun tr

+ Trin khai v tun th cc vn bn, cam kt

+ Thc hin cc bin php khc phc, phng nga

+ nh gi ni b v tnh trng cht lng dch v

+ Xem xt nh k ca nh qun tr v ra cc bin php thng xuyn ci tin cht

lng dch v

- Quy trnh qun tr cht lng dch v: c tin hnh theo trnh t sau

+ Hiu bit mong i ca khch hng

+ Thit k tiu chun cht lng dch v

+ Xy dng i ng nhn vin v u t c s vt cht

+ Kim tra, gim st thng xuyn qu trnh sn xut v cung ng dch v

+ Gii quyt li phn nn ca khch hng

* Chin lc v bin php qun tr cht lng dch v

- Chin lc qun tr

+ Chin lc tp trung p ng ng mong i ca khch hng: ES = PS. Nh qun

tr c nhng chin lc nh:

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-> Duy tr v gi khch, ch ng quan tm ti khch hng,

-> X l khiu ni ca khch hng

-> Chng trnh m bo cht lng dch v

+ Chin lc p ng vt qu mong i ca khch hng: ES Cht lng ng b

-> C s vt cht, hng ha, dch v b sung thm: khch hng c th thay i thi

quen tiu dng nh n nh hng

-> Tinh thn thi v trnh nghip v ca nhn vin

-> Tiu chun ha cht lng dch v v quy trnh dch v

- Bin php qun tr:

+ Phn cp qun tr: xc nh r rng vai tr v trch nhim ca mi ngi

+ Kim gia gim st cht ch, thng xuyn qu trnh sn xut v cung ng dch v+ Khuyn khch vt cht v tinh thn i vi nhn vin phc v

Ni dung mt s chin lc qun tr c th

1. Chng trnh m bo cht lng dch v:

- m bo cht lng: cho php khch hng tin tng mua v s dng trong mt thi

gian di v sn phm phi tha mn hon ton cc yu cu ca khch hng. Ton b

nhng hot ng cn thit c tin hnh trong h thng cung ng khng nh s thc

hin cc yu cu v cht lng dch v.

- Cc loi m bo:

+ m bo lu di

+ m bo ngn hn

- Nhng tnh cht ca mt chng trnh dch v c m bo:

+ Khng iu kin

+ c tnh cht lng phi ng nh khch hng cn

+ Tuyn b r mc

+ Thng ip phi d nh, d hiu, d truyn t, ngn gn, c th, trung thc, c

o

+ ng tin cy

- H thng m bo cht lng

+ Xc nh cc qu trnh c th lm nh hng n cc yu t m bo v mc m

bo

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+ Xc nh phng thc tc nghip cn thit cho tng qu trnh

+ Chun ha v ph bin chun cho nhn vin

+ Xy dng k hoch m bo cht lng tng ng vi tng cng on hay qu

trnh, gm: yu t dng kim tra, mc cn t c ca yu t , tiu chun, cch

thc phi tun theo, ngi chu trch nhim+ nh gi khch hng m bo cht lng dch v: chn 1 vi bi thng quan

trng xy ra, xc nh nguyn nhn dn n s bi thng ny, xem xt k hoch m

bo cht lng c nhm gii quyt nhng nguyn nhn khng.

+ Kim tra tnh hnh thc hin k hoch: nh k, do nh qun l cp cao tin hnh,

chc chn rng nhng yu t m bo v mc m bo lun lun c thc hin

ng.

2. Chin lc x l khiu ni ca khch hng:

Quy trnh x l n khiu ni ca khch hng mt cch hiu qu c th hin nhsau:

- Nh qun tr cn to ra c ch thch hp gii quyt cc khiu ni hay li phn nn

ca khch hng

- Phn loi li phn nn nhn c t khch hng

- Nghin cu thc trng v nh gi mc quan trng ca cc li phn nn

- Chuyn n b phn c lin quan xut phng n gii quyt

3. Chng trnh o to v pht trin nhn s

- Nhn vin vi s tng hp cc tc ng. Nhn vin tip xc chu nhiu s tng tc

qua cc mi quan h, vai tr ca h rt quan trng.

- Xc nh cc tiu chun nng lc cn c ca nhn vin

- Chng trnh marketing ni b: cnh tranh, phi hp, phn u gia cc nhn

vin

- Xy dng mi trng vn ha doanh nghip: buc nhn vin phi thch nghi ng

thi gip nhn vin lm vic tt hn

3.2.3. Thit k v qun l h thng phn phi dch v

a. Khi nim v ngha ca h thng phn phi dch v

- Khi nim: h thng phn phi dch v l h thng thit k cung ng dch v cho

khch hng t khi khch hng bt u bc vo h thng n khi khch hng ri khi h

thng v quay tr li.

- ngha ca h thng phn phi dch v:

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+ m bo cht lng dch v: c s ng u, c tiu chun ha 1 cch tng i

+ Gp phn gic cc nh kinh doanh dch v c th ci tin, nng cao cht lng dch

v

+ C ngha trong cng tc o to v qun tr nhn s

b. Cc yu cu i vi h thng phn phi dch v- p ng nhu cu ca khch hng

- Phn nh c cc hot ng

- Xc nh im quyt nh

- Thi gian biu phi tng ng vi mi hot ng

- Xc nh im tht bi

- T chc phc v

- m bo tnh hiu qu kinh t

c. Qun l h thng phn phi dch v c c h thng phn phi dch v hiu qu, nh qun tr phi cn c vo loi

dch v c th m mnh cung ng, ng thi cn c vo yu cu thc t m th trng i

hi gii quyt cc vn sau:

- La chn knh phn phi thch hp

- Quyt nh s lng cc mi gii v cc t chc trung gian

- Qun l cc iu kin vt cht trong h thng phn phi dch v

- Phn b gi tr gia tng theo cc thnh vin trong h thng

- Quyt nh mi lin kt gia cc thnh vin trong h thng

- Kim sot cht ch qu trnh cung ng dch v trong ton h thng thit k

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CHNG 4

T CHC V QUN L KINH DOANH DCH V

4.1. T chc v qun l lao ng dch v

4.1.1. c im ca lao ng dch v

a. S hnh thnh ca lao ng dch v* Khi nim: Lao ng dch v l mt b phn lao ng x hi cn thit c phn

cng thc hin vic sng to v cung ng cc sn phm dch v cho x hi.

* S hnh thnh lao ng dch v da trn c s gc cu v gc cung:

- gc cu, s ra i ca lao ng dch v l do:

+ Do thu nhp ca con ngi tng ln. Khi thu nhp tng p ng c cc nhu

cu vt cht ca con ngi (n, mc, , i li). T i hi cc nhu cu v mt tinh thn.

+ Do thi gian ri ko di

+ Do nhn thc ca con ngi tng ln+ Do p lc ca cuc sng cng nghip cng thng -> i hi thi gian ngh ngi, th

gin -> nhu cu du lch pht trin

=> do vy, i hi 1 b phn lao ng dch v ra i to ra cc sn phm dch v

nhm tha mn nhu cu ca khch hng

- gc cung, s ra i ca lao ng dch v da trn 2 c s:

+ Do phn cng lao ng x hi pht trin gp phn tch bit gia cc ngnh ngh

khc nhau. C th, gp phn tch bit lao ng dch v ra khi lao ng sn xut v cc

ngnh ngh khc thc hin vic sn xut v cung ng sn phm dch v cho khch hng.

+ Do s pht trin ca lc lng sn xut hay s pht trin ca nn kinh t theo

hng cng nghip ho, hin i ho y nng sut lao ng tng ln do p dng khoa

hc cng ngh dn n gia tng v d tha mt b phn lao ng sng cc ngnh cng

nghip. B phn lao ng di d ny c thu ht vo cc ngnh kinh doanh dch v.

Kt lun: Nh vy, s ra i ca lao ng dch v l cn thit v mang tnh tt yu

khch quan.

b. c im ca lao ng dch v

* Lao ng dch v mang tnh cht phi sn xut vt cht:

- Sn phm m lao ng dch v to ra khng phi l sn phm vt cht, cc sn phm

h to ra mang tnh tri v v hnh (VD: dch v lu tr, gii tr). Khch hng ch c th

cm nhn v tri qua khi s dng dch v m thi. Bi vy, lao ng dch v mang tnh

phi sn xut vt cht.

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- Khc vi lao ng sn xut vt cht, lao ng dch v du lch phi i hi nhiu

hn. Ngoi chuyn mn, trnh h cn phi hi t v trng thi, tm l, thi , nm bt

tm l khch hng

- Do bn cht tip xc trc tip gia nhn vin v khch hng nn lao ng dch v

mang tnh cht quyt nh n cht lng dch v v tc ng n cm nhn ca khch hng- Lao ng dch v, du lch chia lm 2 b phn: lao ng qun l v lao ng tha

hnh

+ Lao ng qun l ng vai tr quan trng trong vic xc nh hng ch ca

doanh nghip. Tuy nhin, h khng phi l ngi trc tip to ra sn phm cho doanh

nghip.

+ Lao ng tha hnh l ngi trc tip to ra sn phm. H c th tip xc trc tip

vi khch hng (nhn vin l tn, nhn vin bn) hoc khng tip xc trc tip vi khch

(nhn vin bp, nhn vin bung). Trong b phn tip xc trc tip quan trng hn cv h l u mi bit c tm t, nguyn vng ca khch hng

- So vi lao ng sn xut hng ha, lao ng sn xut hng ha ly gi tr sn phm

b p chi ph trong khi lao ng dch v ly gi tr t 2 ngun:

+ Th nht, gi tr do chnh sn phm dch v to ra

+ Th hai, gi tr do ngnh sn xut vt cht khc to ra v chuyn sang

* Lao ng dch v mang tnh cht phc tp: tnh cht phc tp l do

- Do mi trng lm vic i khi phi chp nhn s nhim: VD, nhn vin dn v

sinh, nhn vin bung, nhn vin git l nh hng ca ha cht ty ra

- Lao ng dch v phi i mt vi cc mi quan h phc tp: mi quan h gia con

ngi vi con ngi v mi quan h gia con ngi vi my mc, trang thit b

+ Mi quan h gia con ngi vi trang thit b, my mc: mi quan h gia nhn

vin thit b my mc, mi quan h gia khch hng thit b my mc

+ Mi quan h gia con ngi vi con ngi: y l mi quan h phc tp bao gm

mi quan h gia nhn vin nhn vin (mu thun v li ch), mi quan h gia nhn vin

nh qun tr (mu thun v quyn hn v trch nhim), mi quan h gia nhn vin

khch hng (y l mi quan h phc tp nht bi khch hng c s thch, th hiu, c im

nhn khu hc, khc nhau. Bi vy, nhn vin phi hiu v nm bt tm l khch hng

phi c sc chu ng tt c th p ng tt nht nhu cu ca khch.

* Lao ng c tnh cht thi im, thi v:

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- Xut pht t nhu cu c tnh cht thi im, thi v ca khch hng: c mt s thi

im v khong thi gian m ngnh dch v c nhu cu tng ln rt cao. Do vy m lao ng

trong ngnh dch v c tnh thi im, thi v.

- Tuy nhin, do c im ca dch v l phc v khch hng 24/24h nn thng

thng lao ng trong ngnh dch v phi lm vic theo ca kp. Vo thi im chnh v thlao ng phi lm thm gi p ng nhu cu gia tng ca khch. Tnh cht thi im, thi

v c u, nhc im sau:

+ u im: s dng lao ng linh hot gp phn tit kim c chi ph v lao ng

cho doanh nghip; ngi lao ng c s dng theo thi im, thi v thch hp vi mt

s i tng khng mang tnh cht chuyn nghip.

+ Hn ch: tnh chuyn nghip khng cao v gim cht lng dch v; bn thn ngi

lao ng khng tm huyt vi doanh nghip; v pha ngi lao ng, thu nhp v vic lm

khng n nh.* Lao ng dch v c tnh a dng v chuyn mn ho cao:

- Lao ng dch v c tnh a dng th hin:

+ Xut pht t tnh a dng trong lnh vc ngnh ngh kinh doanh nn lao ng trong

kinh doanh dch v cng mang tnh a dng. VD: lao ng trong ngnh vin thng, lao ng

trong ngnh y t

+ a dng v trnh k nng: lao ng trong dch v ngoi trnh chuyn mn,

nghip v cn cn phi c trnh v giao tip, ng x, ngoi ng, nm bt tm l khch

+ a dng v phng thc cung cp dch v

+ a dng v a im cung cp dch v: khch hng n vi doanh nghip, doanh

nghip n vi khch hng, doanh nghip v khch hng tha thun ti 1 a im.

- C tnh chuyn mn ha cao: Do c nhiu ngnh, ngh khc nhau v nhu cu ngy

cng cao ca khch hng. Do vy, tnh chuyn mn ha i hi phi cao i vi mi ngnh,

mi ngh. Tnh chuyn mn ha c u v nhc im sau:

+ u im: nhn vin c trnh cao, cht lng phc v tt hn

+ Hn ch: rt kh c th iu chuyn cho nhau khi cn thit dn n lng ph v

ngun lc lao ng.-> ngha: nh qun tr c th khc phc hn ch ny bng cch vo

nhng lc tri v bi dng thm ngh cho nhn vin.

* Lao ng n chim t trng cao:

Nu nh trong ngnh sn xut hng ha, lao ng n chim khong 1/3 th trong

ngnh kinh doanh dch v lao ng n chim khong 2/3. Nguyn nhn l do:

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- N gii c c im tm sinh l ph hp vi yu cu ca dch v, VD: nh nhng,

kho lo, kin tr, nhn ni, chu ng

- Nhiu cng vic trong dch v c tnh cht cng vic nh. VD: git l, qut dn, lau

chi

- Thu nhp trong cc ngnh dch v tng i thp, t c hi thng tin nn khnghp dn nam gii

- Tuyn dng trong ngh khng kht khe

- Mt s l do khc:

+ Nh tuyn dng thch tuyn lao ng n v d to c gung my, tr lng lao

ng thp hn.

+ Tnh cht lao ng dch v l lao ng bn thi gian nn n ph hp vi n gii

+ Trc kia, ngi ph n t c i lm, phi nh. Nhng ngy nay, vn minh x

hi ngy cng pht trin, ph n sinh con t hn, cng vic nng nhc gim bt, ngi phn c thi gian tham gia vo cc cng vic x hi.

+ Ngy nay, x hi nh gi cao ngi c vic lm. y l ng lc khin ph n i

lm nhiu hn

* Lao ng dch c tnh sn sng n tip, phc v khch: Lao ng dch v c tnh sn

sng n tip, phc v khch: phi lun lun sn sng p ng nhu cu ca khch hng

24/24h/ngy, 7 ngy/tun, 365 ngy/nm mt cch nhanh nht, trnh nhng tc ng tm l

tiu cc n khch hng.

* c im khc:

- Lao ng dch v s dng nhiu lao ng sng: c im ny c tnh tt yu v

trong dch v i hi s tip xc trc tip gia nhn vin v khch hng.

- Lao ng dch v i hi trnh vn ha khng cao nhng i hi trnh chuyn

mn nht nh.

4.1.2. V tr v vai tr ca nhn vin tip xc

a. V tr ca nhn vin tip xc

- Nhn vin tip xc l yu t chim v tr quan trng nht trong i ng lao ng

dch v, quyt nh s thnh cng hay tht bi ca vic cung ng dch v:

+ Nhn vin tip xc gi v tr tip xc trc tip vi khch hng: ngi ta gi nhn

vin tip xc l font line ngha l nhng ngi ng tuyn u. H s to cho khch hng

nhng n tng u tin v doanh nghip. Trong kinh doanh dch v th n tng u tin

l quan trng nht, n tc ng n s cm nhn sau ny ca khch hng v cht lng

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dch v ca doanh nghip. Bn cnh cht lng dch v nm trong con mt khch

hng nn cm nhn ca khch hng v dch v l rt quan trng. Bi vy, trnh , k

nng, thi ca nhn vin tip xc s nh hng ti cm nhn u tin ca khch v cht

lng dch v.

+ V tr ny quyt nh n s thnh cng hay tht bi ca vic cung ng. V nhnvin l ngi trc tip cung ng dch v cho khch. H truyn ti thng tin phn hi ca

khch hng n nh qun tr, t s quyt nh n thnh cng ca doanh nghip.

- Nhn vin tip xc l b phn hp thnh ch yu nht ca sn phm dch v, l

ngun lc quan trng cu thnh dch v: to ra sn phm dch v cn c nhn vin tip

xc, c s vt cht, khch hng. Trong nhn vin tip xc c vai tr quyt nh n cht

lng dch v nn n l b phn hp thnh ch yu ca sn phm dch v. N l ngun lc

quan trng cu thnh dch v, l yu t khng th thiu/khng th thay th bng my mc

trong mt s loi dch v. VD, dch v t vn, gio dc- Nhn vin tip xc l yu t quyt nh mi quan h gia cc yu t khc nhau

trong h thng sng to v cung ng dch v, l cu ni gia mi trng bn trong v mi

trng bn ngoi doanh nghip.

+ Nhn vin tip xc quyt nh mi quan h vi khch hng, mi quan h vi c s

vt cht k thut v mi quan h gia khch hng vi c s vt cht k thut.

+ Nhn vin tip xc c coi l thanh bin ni mi trng bn trong vi mi trng

bn ngoi ca doanh nghip. Mt mt, nhn vin tip xc c vai tr hng dn khch hng

s dng dch v v s dng c s vt cht k thut, trang thit b, tip nhn cc thng tin

phn nh t khch hng v truyn t cc thng tin phn nh n nh qun tr. Mt khc,

nhn vin tip xc c vai tr truyn ti ti khch hng nhng thng tin phn hi, tr li t

pha nh qun tr.

b. Vai tr ca nhn vin tip xc

Vai tr ca nhn vin tip xc th hin qua 3 vai tr: vai tr k thut, vai tr x hi v

vai tr kinh t:

1. Vai tr k thut (

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