Đề Tài Đánh Giá Sự Thỏa Mãn Của Khách Hàng Khi Đi Mua Sắm Tại Siêu Thị Big C Huế - Tài Liệu, eBook, Giáo Trình

PHN GII THIUT Trung i (bt u t th k X n th k XV) khi nim nghin cu xut hin u tin trong ngn ng v nhn thc ca mt b phn ngi dn Php. Trong mt thi gian ngn, khi nim ny c chuyn pht nhanh n cc nc trn th gii. Ngy nay nghin cu c vai tr c bit quan trng trong tt c cc lnh vc ca i sng x hi ni chung v kinh t ni ring. Tu thuc vo mi lnh vc khc nhau, i tng v phm vi nghin cu khc nhau m ngi nghin cu la chn phng php nghin cu ph hp v mang li hiu qu.Trong kinh t hc, phng php nghin cu kinh t l mn hc c ngha gip cho sinh vin nm c mt s khi nim c bn v khoa hc, nghin cu khoa hc, phng php nghin cu khoa hc, t chc cng tc nghin cu khoa hc, ni dung cc phng php nghin cu kinh t ch yu, phng php tch lu ti liu, x l v phn tch ti liu bng phng php thng k v phng php ton kinh t, phng php nghin cu v vit lun vn tt nghip i hc.L nhng nh kinh t trong tng lai, chng ti nhn thc r vai tr phng php nghin cn trong kinh t kinh doanh. e cng c nhng kin thc, b sung v hon thin thm k nng lin quan n mn hc, nhm chng ti thc hin ti nghin cu thc t xoay quanh vic tm hiu, phn tch mc tho mn ca khch hng khi i mua hng siu th Big c Hu.Di y l kt qu ca qu trnh tm ti, nghin cu, sng to ca nhm chng ti. y l ln u nhm thc hin mt ti nghin cn, nn khng trnh khi nhng thiu st nht nh. V vy nhm rt mong nhn c s ng gp kin, b sung, chnh sa t pha thy gio v bn c ti c th hon thin hn. Rt mong nhn c s ng h ca cc bn.LI CM NS tho mn ca khch hng khng ch k cha kho thnh cng, m cn l l ba tnh mng ca mi doanh nghip. Nghin cu, nh gi mc tho mn khch hng i vi siu th Big c Hu c ngha c bit quan trng. Thc hin ti ny l thch thc ln v cng l c hi khng nh gip nhm chng ti hon thin hn v nhn thc v k nng nghin cu. Trong qu trnh nghin cu, nhm gp khng t kh khn trong vic chn ti nghin cu, xc nh i tng nghin, t chc lm vic nhm, thng nht kin,...Bn cnh nhng kh khn , nhm cng c c nhng thun li khng nh. l s quan tm, ch dn nhit tnh ca thy gio b mn L S Minh. Thy to nhng iu kin thun li v mt thi gian, mi trng nghin cn cho nhm. l s ng h ca cc thnh vin trong lp. Ngoi ra, s c gng, n lc, hp tc v on kt ca cc thnh vin trong nhm to nn sc mnh tp th. Tt c l ngun ng lc ln gip nhm vt qua kh khn v hon thnh tt ti. C th ni rng mt ti c thc hin, mt chuyn c hon thnh l mt bi hc v cng qu gi cho chng ti. Thng qua ti, nhm chng ti c th rt kinh nghim trong vic trau di kin thc, rn luyn k nng, nng cao kh nng lm vic nhm. Qua , chng ti c c hi pht huy v khng nh nng lc nhm, nng lc ca mi thnh vin trong nhm.e kt thc ti nghin cn ca mnh, chng ti mun gi li cm n n thy gio, cc bn bc cng chng ti trong hnh trnh thc hin ti.Mt ln na, xin chn thnh cm n!Hu, ngy 9 thng 5 nm 20 1MC LCDANH MC HNH5DANH MC BNG6PHN I - T VN 91.1 L do chn ti91.2 Mc tiu nghin cn v i tng nghin cn101.2.1 Mc tiu nghin cu 101.2.2 i tng nghin cu101.3 Cu hi nghin cu 111.4 Phm vi nghin cn 111.5 Phng php nghin cu:111.5.1 Xc nh thng tin cn thu thp 111.5.2 Xc nh ngun thu thp thng tin 121.5.3 Phng php iu tra121.5.4 Phng php phn tch s liu12PHN II NI DUNG V KT QU NGHIN cu13Chng 1: Tng quan v s tho mn ca khch hng131.1 Khi nim v s tho mn ca khch hng 131.2 Vai tr v tnh tt yu v s tho mn ca khch hng 131.3 Mt s m hnh v s tho mn ca khch hng 141.3.1 M hnh Kano 141.3.2 M hnh tho mn khch hng theo chc nng v quan h 151.3.3 M hnh ch s l thuyt hi lng ca khch hng (Customer Satisfaction Index-CSI)..7..7.181.4 Xy dng m hnh nghin cu v nu gi thuyt nghin cu20Chng 2: nh gi mc tho mn ca khch hng khi i mua sm ti siu th Big c Hu222.1 Gii thiu v siu th Big c Hu222.1.1 Lch s hnh thnh v pht trin ca siu th222.1.2 Tnh hnh hot ngkinh doanh ca siu th Big c Hu trong nhng nm gny 232.2 iu tra mc tho mn ca khch hng272.2.1 Tin trnh iu tra272.2.2 Phn tch kt qu vkim nh thang o32Chng 3: e xut mt s gii php nhm nng cao s tho mn ca khch hng khi i mua sm ti siu th Big c Hu60PHN III - KT LUN V KIN NGH621.1 Kt lun621.2 Kin ngh63D N NGHIN CU MARKETINGGVHD: H S MINH

Ti liu tham kho641NHM THC HIN: TMAI-07NM HC: 2011

DANH MC HNHHnh 1 : M hnh Kano ( 1984) 14Hnh 2 :M hnh tho mn khch hng theo chc nng v quan h ca Parasuraman, 1994.15Hnh 3:M hnh l thuyt ch s hi lng khch hng ca Vit Nam 19Hnh 4: M hnh nghin cu21Hnh 5: Biu m t nhu cu tr li mua sm ti siu th BigC ca khch hng35Hnh 6: Biu m t s tin trung bnh b ra cho 1 ln i siu siu th Big c ca khch hng56Hnh 7: Biu m t s nh gi ca khch hng v cc yu t59DANH MC BNGBng 1.1: Cc yu t o lng ch s hi lng ca khch hng Vit Nam20Bng 1.2 : Bng hi iu chnh29Bng 2.1: Thng k m t chung v khch hng33Bng 2.2: Thng k m t Nhu cu tr li mua sm ti siu th Big c ca khch hng... 34Bng 2.3: Thng k m t xem xt khch hng c gii thiu cho ngi thn ti mua sm ti siu th Big c Hu36Bng 2.4: Phn tch thu nhp c tc ng n quyt nh tr li mua sm khng?37Bng 2.5: Phn tch mc ng tnh ca khch hng i vi kin Big c cung cp y cc loi mt hng bn cn37Bng 2.6: Phn tch mc ng tnh ca khch hng i vi kin Big c cung cp y thng tin v tt c cc loi hng ha ti khch hng38Bng 2.7: Phn tch mc ng tnh ca khch hng i vi kin Hng ha trong siu th phong ph, c nhiu chn la sn phn ph hp nhu cu39Bng 2.8: Phn tch mc ng tnh ca khch hng i vi kin Big c cung cp y thng tin v nhng chng trnh khuyn mi, gim gi cho khch hng40Bng 2.9: Phn tch mc ng tnh ca khch hng i vi kin Big c cung cp sn phm chnh hng, trnh mua nhm hng gi, hng km cht lng.41Bng 2.10: Phn tch mc ng tnh ca khch hng i vi kin Cch by tr hng ha, cc khu vc trong Big c hp l, lm khch hng d tm kim42Bng 2.11: Phn tch mc ng tnh ca khch hng i vi kin Thi nhn vin Big c lch s, nh nhn42Bng 2.12: Phn tch mc ng tnh ca khch hng i vi kin Nhn vin lun gii p tn tnh v y thc mc ca khch hng43Bng 2.13: Phn tch mc ng tnh ca khch hng i vi kin Quy tnh tin p ng v phc v nhanh chng vi mi lng khch hng44Bng 2.14: Phn tch mc ng tnh ca khch hng i vi kin a im siu th thun tin trong vic i li mua sm i vi khch hng44Bng 2.15: Phn tch mc ng tnh ca khch hng i vi kin Khng gian mua sm rng ri, thong mt45Bng 2.16: Phn tch mc ng tnh ca khch hng i vi kin Bi u xe rng ri, m bo an ton46Bng 2.17: Phn tch mc ng tnh ca khch hng i vi kin Gi c hng ha trong Big c r hn so vi th trng bn ngoi47Bng 2.18: Phn tch mc ng tnh ca khch hng i vi kin Big c lun so snh gi tng mt hng, m bo mc gi tt nhtchokhch hng48Bng 2.19: Phn tch mc ng tnh ca khch hng i vi kin Gi c cc mt hng c nim yt r rng49Bng 2.20: Phn tch mc hi lng ca khch hng i vi dch v Giao hng tn ni ca siu th Big c49Bng 2.21 : Phn tch mc hi lng ca khch hng i vi dch v Xe but min ph ca siu th Big c50Bng 2.22: Phn tch mc hi lng ca khch hng i vi dch v My ATM ca siu th Big c51Bng 2.23: Phn tch mc hi lng ca khch hngi vidch v Gi qu min phca siu th Big c51Bng 2.24: Phn tch mc hi lng ca khch hng i vi dch v Thanh ton bng th ca siu th Big c52Bng 2.25: Phn tch mc hi lng ca khch hngi vidch v Mua hng tr gpca siu th Big c53Bng 2.26: Phn tch mc hi lng ca khch hng i vi dch v n ung, gii tr ca siu th Big c53Bng 2.27: Phn tch mc hi lng ca khch hng i vi dch v Bo hnh, hu mi ca siu th Big c54Bng 2.28: Thng k m t s tin trung bnh b ra cho 1 ln i siu siu th Big c ca khch hng55Bng 2.29: Thng k m t mong mun ca khch hng v vic cung cp thm cc dch v i vi siu th Big c57Bng 2.30: Thng k m t s nhgi ca khch hngvcc yu t57Bng 2.31 : Phn tch h so Cronbachs Alpha v tincycathang o59PHN I - T VN 1.1 L do chn tiT khi khi nim kinh t hc xut hin trong t in ca nhn loi, c rt nhiu phng php, hnh thc kinh doanh, thng mi ra i, pht trin, bin i v hon thin qua tng giai on, thi k khc nhau. Trc y, cc doanh nghip hot ng ch yu ch trng vo sn xut, sn phm v bn hng. Bt u t nhng nm 80 ca th k trc rt nhiu doanh nghip trn th gii chuyn t phng php kinh doanh c sang ch trng vo s tho mn khch hng v lng trung thnh ca khch hng.Trong h thng hot ng ca doanh nghip th khch hng c coi l yu t trung tm ng vao tr c bit quan trng quyt nh s thnh bi ca doanh nghip. cc nc c nn kinh t th trng pht trin, xu hng chung l tm mi cch tho mn khch hng v xy dng lng trung thnh ca khch hng i vi doanh nghip, t doanh nghip mi c th phn n nh duy tr s tn ti v pht trin.V vy, mi n lc t' khu sn xut, phn phi n bn hng u nhm mc ch tha mn ti a s hi lng ca khch hng. S hi lng ca khch hng l cha kha cho s thnh cng ca bt k doanh nghip no.Trong nhng nm gn y, nhu cu mua sm ca ngi dn lin tc tng. i sng ngi dn c nng cao, thi quen sinh hot cng nh nhu cu mua sm cangi dn Vit Nam ni chung v Hu ni ring thay i. Nhu cu mua sm hng ha ti cc siu th tng ln tit kim thi gian, sn phm m bo cht lng...Xutpht t' nhu cu ca thc tin, Big c Hu ra i. Big c Hu l chi nhnh ca Big c VitNam. Big c l thng hiu ca tp on Casino, mt trong nhng tp on bn l hng u chu u.Nm trung tm thnh ph Hu, siu th Bic c l im mua sm l tng dnh cho du khch v ngi dn x Hu. Ngy 13/7/2009, Big c Hu chnh thc i vo hot ng, p ng nhu cu mua sm cho ngi dn Hu v cc tnh thnh ln cn khc.Nhng thay i ca mi trng kinh doanh, mt mt tng sc cnh tranh i vi siu th Big c Hu, mt khc s lm thay i nhu cu ca khch hng trong tng lai v k vng ca khch hng v cht lng dch v ca siu th ngy cng cao hn.Neusiuth Big c Hu khng c nhng bin php tho mn tt nht nhu cu cakhch hngthnhiu khch hng c th ri b siu th H Ni i mua hng ca cc siu th khc.Nh vy c th tn ti v pht trin c trong mi trng cnh tranh ngy cng khc lit, siu th Big c Hu cn nhanh chng c nhng bin php tho mn tt nht nhu cu ca khch hng.Xut pht t' nhng l do trn,nhm chng ti chn ti: nh gi s tho mn ca khch hng khi i mua sm ti siu th Big c Hu cho ti nghin cn ca mnh1.2 Mc tiu nghin cu v i tng nghin cu.1.2.1 Mc tiu nghin cuQuyt nh la chn ti nghin cn ny nhm chng ti ra mt s mc tiu c bn nh sau: Xc nh nn cc yu t cu thnh nn s tho mn ca khch hng Thng qua iu tra nh gi mc tho mn ca khch hng e xut mt s gii php nhm nng cao s tho mn ca khch hng khi i muasm ti siu th Big c Hu.1.2.2 i tng nghin cue ti tp trung nghin cn cht lng kinh doanh, bn hng ca siu th Big c Hu, thng qua nh gi mc tho mn ca khch hng khi i mua hng siu th Big c Hu, v i tng nghin cu chnh l tt c cc khch hng(i a s b phn ngi dn Thnh Ph) i Big c Hu.1.3 Cu hi nghin cuThc hin ti ny chng ti t ra nhng cu hi nghin cu sau nhm lm sng t mc tiu nghin cu ca ti ny: Cc yu t no to nn s tho mn ca khch hng khi i mua hng ti siu th? Mc tho mn ca khch hng i vi cc yu t nh th no? nng cao c mc tho mn ca khch hng th cn c nhng gii php no?1.4 Phm vi nghin cu v ni dung: Nghin cu cc ch tiu nh gi mc tho mn khch hng ca doanh nghip - siu th v khng gian:+ Siu th Big c Hu (Khu quy hoch B Triu - Hng Vng - Phng Ph Hi - Thnh ph Hu)+ iu tra khch hng i mua hng ti siu th Big c Hu ch yu l ngi dn (sinh vin, cng nhn, cng chc, ni tr,...) hin nay ang c tr trn a bn Thnh ph Hu v thi gian: Thi gian thc hin t 3/2011 n thng 6/20111.5 Phng php nghin cu:1.5.1 Xc nh thng tin cn thu thp Thng tin v cht lng cm nhn t pha khch hng Thng tin v mi quan h khch hng-siu th Thng tin v cc dch v m khch hng s dung. Thng tin v c nhn: gii tnh, tui, thu nhp,...11 Thng tin v thi vi cc dch v ca Big c Hu1.5.2 Xc nh ngun thu thp thng tin Ngun thng tin s cp:+ L ngun thng tin t phng vn s b dng nghin cu nh tnh vi khch hng.+ Ngun thu thp thng tin t nghin cu nh lng t vic tr li cc bng cu hi ca khch hng khi i siu th Big c Hu. Ngun thng tin th cp: tham kho mt s ti ni v s tha mn ca khch hng v ly mt s s v s tha mn ca khch hng.Cch tip cn vi i tng iu tra: tip cn trc tip vi nhng ngi gp c ti mi a im, mi thi gian theo phng php iu tra ngu nhin.1.5.3 Phng php iu traNghin cu s b dng nghin cu nh tnh hiu chnh, chn lc li cc yu t cn o trong bng cu hi chun ca thang o Likert.Nghin cn nh lng: dng bng cu hi nh lng tc ng ca cc bin xc nh c ln s tha mn ca khch hng.1.5.4 Phng php phn tch s liuS dng cc phng php thng k m t v kim nh gi tr trung bnh trong phn mm SPSS phn tch s liu thu thp cPHN II - NI DNG V KT QU NGHIN cuChng 1: Tng quan v s tho mn ca khch hng1.1 Khi nim v s tho mn ca khch hngS tha mn ca khch hng l mc ca trng thi cm gic ca mt khch hng bt ngun t vic so snh kt qu thu c t vic tiu dng sn phm,dch v vi nhng k vng ca h trc . Mc hi lng ph thuc s khc bit gia kt qu nhn c v k vng, nu kt qu thc t thp hn k vng th khch hng khng hi lng, nu kt qu thc t tng xng vi k vng th khch hng s hi lng, nu kt qu thc t cao hn k vng th khch hng rt hi lng.1.2 Vai tr v tnh tt yu v s tho mn ca khch hngS tho mn ca khch hng c vai tr c bit quan trng quyt nh s thnh bi ca doanh nghip. y l nhn t chnh mang li thnh cng cho doanh nghip ang kinh doanh trn bt c lnh vc no. Tm hiu xem nhng g khch hng ni v hot ng kinh doanh ca bn v xem ch no bn cn ci tin hn na, iu ny s m bo rng cng vic kinh doanh ca bn lun lun p ng s mong mi ca khch hng.D N NGHIN CU MARKETINGGVHD: H S MINH

D N NGHIN CU MARKETINGGVHD: H S MINH

Nghin cu s tho mn ca khch hng l mt tt yu trong kinh doanh. Mt cuc iu tra s tho mn ca khch hng (Customer Satisfaction Survey) khng ch gip bn nhn ra cc thiu st trong kinh doanh, m cn th hin cho khch hng thy rng bn thc s quan tm ti h v mong mun tm ra nhng cch ti u nhm ci thin cht lng dch v. S tha mn, hi lng ca khch hng c nhng nh hng ti lng trung thnh vi thng hiu ca nh sn xut. Yeu t thc s quyt nh lng trung thnh ca khch hng l gi tr dnh cho khch hng. Gi tr khch hng to ra s hi lng-mc tha mn ca khch hng. Doanh nghip cn o lng mc tha mn ca khch hng ca mnh vNHM THC HIN: TMAI-07NMHC:2011

11NHM THC HIN: TMAI-07NM HC: 2011

ca i th cnh tranh trc din. Nhng thng tin v gim st mc tha mn ca khch hng ca doanh nghip so vi khch hng ca i th l tn hiu bo trc v tnh trng mt khch hng, gim th phn trong tng lai.1.3 Mt s m hnh v s tho mn ca khch hng1.3.1 M hnh KanoMc thoa mn khch

Hnh 1: M hnh Kano (1984)Trong m hnh ny tin s Kano phn bit 3 loi c tnh sn phm/ dch v c nh hng n s thoa mn ca khch hng. Nhng c tnh phi c (must be): l c tnh m khch hng mong i phi c. Neu khng c nhng c tnh ny khch hng s cm thy tht vng. Nhng nu c th khch hng khng tng mc tho mn ca mnh ln m xem l l ng nhin. Nhng c tnh mt chiu (one - dimentional): c tnh ny thng c khch hng cp n nh mt chc nng m h mong mun. Mc cht lngD N NGHIN CU MARKETINGGVHD: H S MINH


14NHM THC HIN: TMAI-07NMHC:2011


ca thuc tnh ny cng tt th mc hi lng cng cao. in hnh l nhng nhn t ny trc tip lin h vi cc nhu cu v mong munca khch hng v mt cng ty nn c gng cnh tranh im ny. Thuc tnh gy thch th (delighter): nu khng c c tnh ny th khch hng vn mc nhin chp nhn dch v c cung cp. Nhng nu chng tn ti th khch hng s rt thch th v bt ng v v nhn thy rt hu ch khi c chng. Do , cn quan tm pht hin cc c tnh ny gia tng lng trung thnh ca khch hng cng nh to s khc bit vi cc i th cnh tranh.1.3.2 M hnh tho mn khch hng theo chc nng v quan h

(Ngun: Parasuraman et al (1994))

Hnh 2 :M hnh tho mn khch hng theo chc nng v quan h ca Parasuraman, 1994. Theo m hnh trn, s tha mn ca khch hng ph thuc cc c tnh sn phm(dch v) v cc mi quan h. S tha mn ca khch hng c cu thnh t' 2 thnhphn: Tha mn chc nng: s tha mn t c do muac hngha haydch vt cht lng vi gi c ph hp. Mi quan h: mi quan h c c t qu trnh giao dch kinh doanh tch lytheo thi gian nh s tin tng vo nh cung cpdch v,khnngchuynmn ca nhn vin, thi phc v khch hng... S tha mn chc nng v mi lin h li chu nh hng ca cc yu t sau: Gi c: l gi tr sn phm hay gi tr dch v c quy i ra tin. Gi c ph thuc vo nhiu yu t nh cht lng, thng hiu, dch v i km...Xu hung ca ngi tiu dng hin nay l h sn sng chi tr mt c gi cao nhn ly mt sn phm hay dch v c cht lng tot. Yeu t khch hng quan tm l gi c c ph hp vi cht lng hay khng. Do , gi c cng c nh hng nht nh n s tho mn ca khch hng. Cht lng sn phm : da vo cc c tnh sau:Tnh nng chnh (Performance): c tnh vn hnh chnh hay chc nng c bn ca sn phm.Tnh nng c bit (Features): b sung cho chc nng c bn v l nhng tnh nng tng tnh hp dn ca dch v. tin cy (Reliability): xcsut thc hin thnh cng mt chcnng quinh trong mt khong thi gian xc nh v dinhng iu kinxcnh. tin cy ca sn phm thng c o bng thi gian trung bnh xut hin h hng u tin hay thi gian trung bnh gia nhng ln h hng. Tuy nhin, nhng cch o ny i hi sn phm phi c s dng trong mt khong thi gian xc nh v n khng ph hp trong nhng trng hp m sn phm v dch v c sdng hoc tiu dngngay. ph hp (Conformance):mc m thit kv cc c tnhvnhnh ca sn phm tun theo c nhng tiu chun ra bn (Durability): tui th sn phm. bn c th nh ngha l thi gian s dng sn phm trc khi n b gim gi tr n mc m phi thay th m khng sa cha. tin li (Serviceability): kh nng, thi lch s v mc nhanh chng trong vic sa cha. Chi ph sa cha khng ch l tin phi tr khi sa cha. N bao gm tt c nhng kha cnh v nhng mt mt v phin phc do thi gian cht ca thit b, thi ca i ng dch v, v s ln sa cha khng thnh cng cho mt s c.Tnh thm m (Aesthetics): Sn phm trng nh th no, cm gic, m thanh, mi hoc v ca sn phm ra sao. Tnh thm m ph thuc rt nhiu vo s thch ca tng c nhn. y l mt c tnh mang tnh ch quan cao. Nhn thc (^Perceived Quality): danh ting ca mt cng ty. Khch hng khng phi lc no cng c thng tin y v c trung ca sn phm hay dch v; trong trng hp danh ting ca cng ty l c s duy nht h so snh gia cc nhn hiu. Cht lng dch v: da vo cc c tnh sau : tin tng (Reliability): Kh nng thc hin mt dch v ng nh ha v chnh xc. phn hoi (Response): S sn sng gip khch hng v nhanh chng bt u vic cung cp dch v. S m bo (Assurance): nhng phm cht ca nhn vin s to lng tin cho khch hng: s chuyn nghip, lch s, knh trng khch hng, kh nng giao tip, ... S cmthng (Empathy): Nhn vin phc v c phong cchd gn:quantm ch n khch hng, to cm gic yn tm,... S huhnh (Tangibility): v b ngoi ca c s vt cht,thitb,nhnvin, nhng vt dng, ti liu dng cho thng tin lin lc.Dch v lin h v cht lng quan h: nhng yu t lin quan n trnh nghip v, thi ca nhn vin...thc hin ng nhng g cam kt, uy tn vi khch hng ... s nh hng n s tha mn ca khch hng.1.3.3 M hnh ch s l thuyt hi lng ca khch hng (Customer Satisfaction Index - CSI)M hnh l thuyt ch s hi lng khch hng ca Vit Nam (L Vn Huy - Nguyn Th H My)CSI l mt m hnh gm cc bin s nguyn nhn - kt qu: hnh nh thng hiu, cht lng mong i, cht lng cm nhn, s tho mn ca khch hng v lng trung thnh. S tho mn ca khch hng c t trong mi tng quan gia bin nguyn nhn v kt qu ca m hnh. Thng thng CSI c 4 bin s khi u l: hnh nh thng hiu, cht lng mong i, cht lng cm nhn, gi tr cm nhn v khi , s hi lng ca khch hng s to nn lng trung thnh (nu khch hng hi lng) hoc c th l s phn nn (nu khch hng khng hi lng). iu c ngha l: s thoa mn ca khch hng c th dn n hai thi cc cm nhn i vi khch hng l(1) tha mn vi cht lng sn phm/dch v v c xu hng trung thnh vi nhn hiu hay thng hiu hoc(2) c nhiu im khng hi lng v sn phm/dch v dn n nhng hnh vi tiu cc vi thng hiu.M hnh VCSI - Ch s hi lng khch hng Vit Nam chc chn cng khng nm ngoi nhng quy tc chun mc trn. e khai thc tt nhng yu t tc ng n m hnh, nghin cn s xut m hnh VCSI vi 7 bin s. Cc bin s nguyn nhn ca m hnh gm :(1) Hnh nh thng hiu(2) Cht lng mong i(3) Cht lng cm nhn(4) Gi tr cm nhn(5) S tha mn ca khch hng (yu t trung tm)Bin s kt qu ca m hnh s l :(6) S phn nn v(7) Lng trung thnh ca khch hng.im khc bit ca VCSI vi cc m hnh CSI khc chnh l cc mi quan h khc nhau gia nhng bin s tim n. Vi mi quc gia, tng c trung ring v kinh t - x hi s quyt nh cc bin s c mi lin h vi nhau nh th no v tt nhin m hnh VCSI cng s c nhng mi quan h gia cc bin s, trn c s tch ly c nhng kinh nghim thnh cng ca mt s m hnh tiu biu i trc v nhng c im ca kinh t

Hnh 3:M hnh l thuyt ch s hi lng khch hng ca Vit Nam

Vit Nam. M hnh l thuyt VCSI c thit lp nh sau: Cc yu t o lng gm:Bin nguyn nhnYu t o lng

Hnh nh thng hiu- n tng chung v hnh nh thng hiu

- c trng hoc mc ni tri v c tnh khc bit ca thng hiu

Cht lng mong i- Cht lng mong i (mt cch tng qut)

- Cht lng mong i theo yu cu ca khch hng

- Cht lng mong i thc s

- Cht lng mong i v dch v

Cht lng cm nhn- Cht lng cm nhn (mt cch tng qut)

- Cht lng cm nhn theo yu cu hoc cm nhn mc sn

- Cht lng cm nhn thc s

- Cht lng cm nhn v dch v

Gi tr cm nhn- nh gi cht lng theo gi

- nh gi cht lng theo cht lng

S hi lng khch hng- Tha mn mt cch tng quan i vi sn phm

- Mong i khng p ng c

- Tha mn trong s so snh vi cc thng hiu khc trong cng

- Khong cch vi sn phm l tng

S phn nn ca khch hng- Cha tha mn v vic cung ng sn phm/dch v

- Cc yu cu ring bit khng c p ng

Bng 1.1: Cc yu t o lng ch s hi lng ca khch hng Vit Nam1.4 Xy dng m hnh nghin cu v nu gi thuyt nghin cuT cc l thuyt v cc m hnh nghin cu trn, chng ti xy dng m hnh nghin cu nh sau:

Hnh 4: M hnh nghin cn Xy dng m hnh nghin cu ny nhm chng ti da trn m hnh tha mn khch hng theo v chc nng quan h ca Parasuraman. Cc yu t trong m hnh ny c o bng thang o Liker vi 5 mc , nhm o lng s tha mn ca khch hng. Ngoi ra, chng ti cn da trn m hnh nguyn thy ca Parasuraman thm vo cho m hnh nghin cn ca ti ny nhng yu t ph hp vi xu hng kinh doanh siu th hin i, v d nh: Thi nhn vin, c s h tng, trang thit b ca siu th, Cc yu t thun tin, cng nh l yu t tm l khch hng,...Cc gi thuyt :H: Xc nh gi c hng ha hp l lm tng tha mn ca khch hngH2: Cung cp hng ha vi cht lng m bo lm tng tha mn ca khch hngH3: Cung cp cc dch v tt lm tng tha mn ca khch hngH4: Thi , phong cch phc v chuyn nghip ca nhn vin siu th lm tng tha mnH5: C s h tng, trang thit b hin i, khng gian mua sm p lm tng tha mn ca khch hngH6: Yeu t thun tin, tm l mua sm thoi mi lm tng tha mn ca khch hngChng 2: nh gi mc tho mn ca khch hng khi i mua sm ti siu th Big c Hu2.1 Gii thiu v siu th Big c Hu2.1.1 Lch s hnh thnh v pht trin ca siu thBigC l thng hiu ca tp on Casino, mt trong nhng tp on bn l hng u Chu u vi hn 9000 ca hng ti Vit Nam, Thi Lan, Achentina, Uruguay, Venezuela, Braxin, Colombia, n Dng, H Lan, Php...s dng trn 19000 nhn vin.H thng 8 siu th BigC trn ton quc hin nay ang s dng gn 3000 lao ng, kinhdoanh trn 50000 mt hng, trong 95% hng ha sn xut ti Vit Nam. Ngoi hot ng kinh doanh bn l, BigC cn xut khu trn 1000 container hng ha mi nm vi kim ngch trn 13 triu USD sang h thng cc ca hng tp on Casino ti Chu u v Nam M.Ngy 13/7, siu th Big c Hu s chnh thc i vo hot ng, vi vn u t trn 300 t ng. Big c Hu c b tr ti 5 tng dnh cho khu thng mi ca Trung tm Thng mi - Vn phng Phong Ph (Phong Ph Plaza). Tng hm l khu vc t v xe my vi din tch gn 2.000 m2. Tng trt vi din tch 3.600 m2 l khu vc gian hng cho thu vi cc thng hiu ln trong nc v quc t nh: PNJ, Revlon,Takasima, AgTex 28, John Henry, Converse, Nino Maxx, Blue Exchange, Baby land, ACB Bank... Tng 1 v tng 2 l siu th t' chn (4.800 m2), kinh doanh 40.000 mt hng thc phm v phi thc phm. Trong , 95% l hng Vit Nam v 25% trong s ny l sn phm a phng. Tng 3 vi din tch khong 3.000 m2 dnh cho khu vc vn phng, n ung, nh hng, nh sch, khu vui chi tr em...Ngoi ra, Big c Hu cn c khu m thc quy m ln vi cc c sn a phng cngnhiu mn n ca cc vng min trn c nc v th gii.2.1.2 Tnh hnh hot ng kinh doanh ca siu th Big c Hu trong nhng nm gn y2.1.2.1 Mi trng kinh doanhA. Mi trng v m: Mi trng chnh tr- php lut:Khi gia nhp WTO, Vit Nam gim thu nhp khu. Vit Nam cam kt gim mc thubnh qun t mc hin hnh 17,4% xung cn 13,4% thc hin dn trong vng 5-7nm Mi trng kinh t:+ Tc pht trin ca nn kinh t c th t 4,7%.+ Nh nc h tr li sut 4% i vi mt s khonn ngn hngvthc y vic chitiu cho c s h tng theo k hoch.+ Chnh sch tin t v t gi hi oi: thc hin ni lngchnh schtin t.+ Lm pht: Lm pht trung bnh 6,8%/nm Mi trng vn ha-x hi:Vn ha Vit Nam l nn vn ha giu bn sc dn tc, c s k tha, giao lu vi nn vn ha cc nc trn th gii Mi trng t nhin:+ Kh hu bin i bt thng nn thng xuyn thiu ht ngun nguyn liu + Tnh trng mi trng Hu ngy cng b nhim Mi trng cng ngh: Ngy cng c bc tin vt bt to ra nhng cng ngh hiniB. Mi trng vi m: i th cnh tranh: hin nay trn th trng bn l ca Hu ang tn ti rt nhiu i th khc: Coop Mart, Thun Thnh Mart,... Khch hng: do trn th trng ngy cng c nhiu sn phm a dng, do khch hngngy cng tr nn kh tnh hnMA TRN SWOT CA BIG c4- STRENGTH (im mnh): V tr ca siu th kh thun li (nm trung tm thnh ph, gip vi 3 con ngchnh) nh v thng hiu l gi r cho mi nh => chim c th phn ln trn th trngbn l Thng xuyn khuyn mi to tm l thu ht ng o khch hng Quy m thuc loi ln hu (so vi thun thnh mart v coop mart) Hng ha a dng , a chng loi, mu m. C ngun cung sn phm tt (rau qu ti t lt, k kt hp ng vi cng ty bt mAAA) C nhiu dch v tin ch h tr khch hng: mua hng tr gp, giao hng min ph, dchv rt th ATM, gi qu min ph, xe but min ph... Bn cnh phc v nhu cu mua sm cn c cc dch v n ung, gii tr tng 44- WEAKNESS (im yu): Do l mt doanh nghip u t t nc ngoi nn khng nhn c nhiu s gip ,to iu kin t chnh quyn a phng nh cc doanh nghip c thng hiu Vit nh thun thnh mart hay coop mart Cha m rng mng li bn hng v nhng vng su, vng xa nh thun thnh mart4- OPPORTUNITY (c hi): Ngi dn c xu hng tiu dng, mua sm siu th nhiu hn Thu nhp v mc sng ca ngi dn ang dn tng ln khin cho vic mua sm siuth tr nn d dng hn4- THREAT (thch thc): Hin nay th trng bn l hu ang pht trin C s cnh tranh ln vi cc siu th c mt th trng hu trc (Thun Thnh mart,Coop mart...)2.1.2.2 i th cnh tranhKhi tham gia vo kinh doanh th a s doanh nghip no cng gp phi i th cnh trnh, Big c phi cnh tranh vi cc tp on bn l ln mnh hng u th gii nh Cash&Carry ca c, Parkson ca Malaixia, chui ca hng tin li Grcle K caCanada..., th bn cnh siu th Big Hu phi i mt vi cc i th trn a bn tnh Tha Thin Hu c th k n nh:A. Hp Tc X Thong Mi Dch V Thun ThnhH thng kinh doanh Phn phi sL nh phn phi chnh thc ca cc cng ty, tp on ln cho th trng Tha Thin Hu v cc tnh ln cn: Unilever Vit Nam; M chnh Vedan; M n lin Acecook; Du n Nakydaco; M chnh Miwon; Thc phm Vissan; Sa Vinamilk; Ko Perfetty; T giy & Bng v sinh Kimberiy Clark... Bn lMng li ca hng bn l phn phi rng khp trong thnh ph Hu.C trn 1000 n v lm v tinh tiu th hng ha trong ton tnh.H thng siu th Siu th Ia Ch: 92 inh Tin Hong, Thnh Ph Hu.in Thoi: 054.3523862 - 054.3520099 > Siu th IIa Ch: Khu Quy Hoch Kim Hu II,Thnh ph Hu.in Thoi: 054.816899 - 054.816363 Siu th IIIa Ch: i Hc Y Dc Hu, Thnh ph Hu.in Thoi: 054.281899B. Siu th Co.op Mart Hu Co.opMart Hu l siu th nm trong khu phc hp Trung tm Thng mi Trng Tin Plaza s 06 Trn Hung o, Thnh ph Hu, Tnh Tha Thin - Hu Vi tng vn u t 10 t ng, Co.opMart Hu c din tch tng th 6.460m2 vi 2 tng lu gm cc khu chc nng nh: siu th t chn, kho hng, cc gian hng chuyn doanh, nh sch, khu in my, khu m thc, bi gi xe cng nhiu dch v v trang thit b hin ic. Siu th Xanh (Green Mart) Nm gn gia trung tm Thnh ph Hu. Siu th Xanh Hu - Green Mart so 02 L Li - Thnh ph Hu vi din tch kinh doanh ln n trn 1.000m2 Ngay t khi mi thnh lp c u t trang thit b mt cch chuyn nghip (h thng my tnh tin cht lng cao, cc hnh thc thanh ton a dng phong ph thun tin, c khu vc gi cho khch trc khi vo mua hng, xe y tin li, gi mua hng, ch xe thun tin, khu vc gii kht ring Siu th hin c trn 10.000 chng loi hng ha vi 34% l hng nhp ngoi, cng rt nhiu chng loi hng ha l hng Vit Nam cht lng caoMc d Big c l k n sau so vi cc siu th trn a bn thnh ph Hu nhng vi mt a im thun li, quy m rng ln v s phong ph ca hng ha... th Big c Hu dn dn to c ch ng ca mnh. Nhng vi s pht trin ca h thng siu th, th trng bn l m ca nh ngy nay th siu th Big c cn phi c bin php cnh tranh hiu qu nu khng v th s b e da.2.2 iu tra mc tho mn ca khch hng2.2.1 Tin trnh iu tra2.2.1.1 Thit k mu Khung chn mu: cc khch hng tng i siu th Big c Hu.V ti ny nghin cu s tha mn ca khch hng, m lng khc hng i siu th Big c l rt ln v kh khn trong vic tm ng kch thc mu nn nhm chng ti quyt nh thit k mu nh sau:Cc gi thit trong vic thit k: Vi tin cy l 94% Vi mi khch hng l i tng iu tra th c 2 trng hp xy ra :+ Mt l hi lng khi i mua sm ti Big c = p+ Hai l khng hi lng tc khi i mua sm ti Big c = qKhi p+q=l v p.q=0.025, vy p v q t ln nht khi p=q=0.5Dng cng thc xc nh kch thc mu theo t l :n z2anp{\-p)1.962x0.5(1-0.5), 267s10.062 Cc phn loi s b khch hng: o Phn loi theo gii tnh: nam, n o Phn loi theo tui: 40 o Phn loi theo thu nhp: 4.5 triu.2.2.1.2 M t bng hi, thang o Theo thang o Likert vi 5 thnh phn s c dng o lng cht lng dch v, cu tr li s l hon ton khng ng n hon ton ng , rt khng ng n rt ng , hon ton khng chc chn n hon ton chc chn. Vi nhng bin phn loi khc th thang o nh danh v thang o t l c s dng. C th bin tui dng thang o t l, thu nhp dng thang o khong cch, thang o v trnh hc vn chng ta dng thang o ch danh.Bng 1.2 : Bng hi iu chnhS phiu:PHIU IU TRAXin cho Qu Anh ch!Chng ti l sinh vin K43 QTKD TM trng H Kinh Te Hu, hin ang thc hin ti: NH GI S THA MN CA KHCH HNG KHI I MUA SM TI SIU TH BIG c HU.Nhm p ng ti a hn na s tho mn ca khch hng v phc v cho mc ch nghin cn, chng ti mong mun nhn c t qu v s chia s chnh kin ca mnh qua phiu iu tra sau y.Vi chng ti mi kin ca qu v iu hu ch v chng ti khng quan nim kin no ng, kin no sai.Anh/Ch vui lng chn cu tr li thch hp bng cch nh du X vo tng ng mi cuA. Thng tin chung:Cu 1: Anh/ch thng i siu th khong bao nhiu ln trong mt thng? 0 ln (Ngng phng vn) 5-10 lno1-5 ln Trn 10 lnCu 2: Hu, anh/ch tng i siu th no sau y? (C th chn nhiu p n) Big c Co-op MartThun ThnhB. Dnh cho nhng ngi c i siu th Big C:Cu 3:Anh/ ch thng i siu th Big c nhm mc ch g? Mua smTham quan Gii trn ung Khc (ghi r):Cu 4: Di y l mt s pht biu c lin quan n CHT LNG HNG HA, GI C, CHT LNG PHC V CA NHN VIN m siu th Big c Hu cung cp, xin anh/ch cho bit MC HI LNG ca Anh/Ch bng cch nh du X vo thch hp theo quy tc:(1) Hon ton khng ng (4)ng (2) Khng ng (5)Hon ton ng (3) Trung lpSTT1BIG c cung cp y cc lai mt hng bn cn.12345

2BIG c cung cp y thng tin v tt c cc loi hng ha ti khch hng

3Hng ha trong siu th phong ph, c nhiu chn la sn phm ph hp nhu cu.

4BIG c cung cp y thng tin v nhng chng trnh khuyn mi, gim gi cho khch hng.

5BIG c cung cp sn phm chnh hng, trnh mua nhm hng gi, hng km cht lng.

6Cch by tr hng ha, cc khu vc trong BIG c hp l, lm khch hng d tm kim

7Thi nhn vin BIG c lch s, nh nhn.

8Nhn vin lun gii p tn tnh v y thc mc ca khch hng.

9Quy tnh tin p ng v phc v nhanh chng vi mi lng khch hng.

10a im siu th thun tin trong vic i li mua sm i vi khch hng

11Khng gian mua sm rng ri, thong mt

12Bi u xe rng ri, m bo an ton

13Gi c hng ha trong BIG c r hn so vi th trng bn ngoi.

14Big c lun so snh gi tng mt hng, m bo mc gi tt nht cho khch hng.

15Gi c cc mt hng c nim yt r rng

Cu 5: Anh/ ch vui lng nh du X vo m bn nh gi v cc dch v trn ca Big c~~~-________E)nh giDch v ~~Rt khng hi lngKhng hi lngTrung lpHi lngRthi lng

Giao hng tn ni

Xe but min ph

Th ATM

Gi qu min ph

Thanh ton bng th

Mua hng tr gp

Dch v n ung gii tr

Dch v bo hnh, hu mi

Cu 6: Anh/ch hy xp tm quan trng ca cc yu t sau y (t' 1 - 6) theo mc quan tm khi n siu th:1. Gi c2. Hng ha3. Cht lng phc v ca nhn vin 4. Khuyn mi5. Thun tin khi mua sm6. Cht lng dch v n ungCu 7: Anh/ch mong mun BIG c s cung cp hay pht trin thm lai hnh dch v hay sn phm tin ch no? (C th chn nhiu dch v) Gi xe min phChpnhn nhiu hnh thc thanh ton khc nhau Dch v n ung thun tin hn Trin khai thm hnh thc mua sm qua mng T vn khch hng To nhiu gi vng gim gio Khc(ghi r):Cu 8: S tin anh/ch b ra trung bnh cho mt ln i BIG c l 1.000. OOO 400.000 - 699.999Cu 9: Neu c ln sau c nhu cu th Anh/ch s tr li mua sm ti siu th BIG c ln na hay khng? (nh du X vo s chn)Hon ton khng chc chnKhng chc chnCha bitChc chnRt chc chn

Cu 10: Anh/ch s gii thiu ngi thn, bn b c nhu cu n mua sm ti siu th BIG c hay khng?Hon ton khng chc chnKhng chc chnCha bitChc chnRt chc chn

c. Thng tin c nhn:Anh/Ch vui lng cho bit i cht v bn thn.

1. Gii tnh:

o NamN

2. tui:

Di 18t T 18-25t T 25-40t

3. Ngh nghip

o Sinh vinNi tr

Cn b, Cng nhn, Gio vinKhc (ghi r)

4. Thu nhp c nhn trn 1 thng:

o Di 1 triu ngT 3-4,5 triu ng

T 1-3 triu ngTrn 4,5 triu ng

XIN CHN THNH CM N s HP TC CA QU ANH CH!KNH CHC ANH CH DI DO sc KHE V T C NHIU THNH CNG.2.2.1.3 Ke hoch thu thp d liu Ngun thu thp d liu, nhm thu c thng qua iu tra bng hi vi mt lng ln khch hng i siu th Big c Hu ti mi thi im v mi a im. Khch hng ca siu th Big c rt a dng nhng do mt s iu kin nn phn ln nhm tp trung tm hiu v i tng l sinh vin ca trng i hc Kinh t Hu, cn li l cc khch hng mi a im m nhm bt gp c theo phng php iu tra chn mu ngu nhin. Tin hnh iu tra nhm chng ti thc hin theo 2 cch+ Th nht l iu tra trc tip khch hng bng bng hi giy+ Th hai l iu tra trc tip qua internet thng qua mt s mng x hi nh: yahoo, facebook,... Nhm s a ng link ca phiu iu tra bng hi cho cc bn cc bn tr li. i tng c iu tra y l nhng ngi thn, bn b ca cc thnh vin trong nhm. ng link ca phiu iu tra trn mng ny l: https://spreadsheets.google.com/spreadsheet/viewform?formkev=dFRPYkOtdGVne XRsdThfblF2UW9zVGc6MO+ Sau h thng s tng hp li v gi bo co v cho nhm iu tra Theo nghin cu c mu nh trn th nhm d nh thu thp 200 bng hi giy, v 67 bng hi Online, k hoch thu thp nhm pht ra hn 250 bng hi giy thu v 200 bn hi hp l, bng hi Online th nhm gi n rt nhiu mail, cc thnh vin trn mng x hi, v thu v hn 100 bng hi, trong nhm lc ra c 67 bng hi t yu cu. Sau tin hnh nhp d liu, lm sch v x l s liu.2.2.2 Phn tch kt qu v kim nh thang o2.2.2.1 M t mu nghin cuKch thc mu: 267, s lng hp l l 267. Trong :Bng 2.1: Thng k m t chung v khch hngCh tiuTn sutPhn trm

Di 18145.2%

T 18-2517766.3%

TUIT 26-405721.3%

Trn 40197.1%

Tng267100%

Nam11944.6%

GII TNHN14855.4%

Tng267100%

Di 1 triu ng11543.1%

T 1-3 triu ng7528.1%

TH NHPT 3-4.5 triu ng5520.6%

Trn 4.5 triu ng228.2%

Tng267100%

NGH NGHIPSinh vin150566.2%

Ni tr3011.2%

Cn b, cng nhn, gio vin6524.3%

Khc228.2%

Tng267100%

Mua sm24089.9%

Tham quan11041.2%

MC CHGii tr15256.9%

n ung9234.5%

Khc51.87%

2.2.2.2 Thng k m tMc quay tr lai mua sm:Bng 2.2: Thng k m t Nhu cu tr li mua sm ti siu th Big c ca khch hngNhu cau tro lai mua sam tai Big cFrequencyPercentValid PercentCumulativePercent

Valid Hoan toan khong chac chan1.4.4.4

khong chac chan51.91.92.2

Trung lap7227.027.029.2

Chac chan16561.861.891.0

rat chac chan249.09.0100.0

Total267100.0100.0

Nhu cau tro lai mua sam tai Big c200-150-bcj5T 100- 50-hoan toan khong khong chac chantrung lapchac chanrat chac chanchc chanNhu cau tro lai mua sam tai Big cHnh 5: Biu m t nhu cu tr li mua sm ti siu th BigC ca khch hng => Ket lun:Qua qu trnh iu tra, thu thp v x l s liu, c n 61.8% khch hng chc chn s quay li Big c Hu trong ln mua sm tip theo. Trong , s khch hng khng nh rl chc chn chim 9% trong tng s iu tra. y l c hi y ha hn cho Big c Hu trong vic thu ht thm khch hng. Tuy nhin, lng khch hng tr li khng bit hoc khng nh khng quay li cng khng nh. iu ny l thch thc khin Big c Hu cn n lc hn trong vic nng cao cht lng phc v khch hng.Xem xt khch hng c gii thiu cho ngi thn mua sm tai siu thi Bg c Hu:Bng 2.3: Thng k m t xem xt khch hng c gii thiu cho ngi thn ti mua sm ti siu th Big c HuFrequencyPercentValid PercentCumulativePercent

Valid Hoan toan khong chac chan31.11.11.1

khong chac chan207.57.58.6

Trung lap8130.330.339.0

Chac chan14253.253.292.1

rat chac chan217.97.9100.0

Total267100.0100.0

=> Ket lun:Khch hng chc chn gii thiu cho ngi thn, bn b l mt chin lc truyn thng, qung co khng mt tin m li kh hiu qu cho Big c Hu. C n 53.2% khch hng khng nh s chc chn gii thiu Big c cho bn b, ngi thn, y l thun li ln cho Big c Hu. Tuy vy, c n 30.3% khch hng c thi trung lp, chng t rng mc nh hng ca Big c Hu vn cha ln i vi khch hng. y l thch thc m Big c Hu phi vt qua trong thi gian ti.Xem xt thu nhp c tc ng n quyt inh tr lai mua sm khng?Bng 2.4: Phn tch thu nhp c tc ng n quyt nh tr li mua sm khng?ANOVANhu cau tro lai mua sam tai Big cSum of SquaresdfMean SquareFSig.

Between Groups.4513.150.358.784

Within Groups110.613263.421

Total111.064266

V Sig=0.784>0.06 nn thu nhp khng nh hng n quyt nh quay tr li mua sm ti siu th Big c.Phn tch s nh hng cua cc bin c lp n s hi lng chung ca khch hng:Bng 2.5: Phn tch mc ng tnh ca khch hng i vi kin Big c cung cp y cc loi mt hng bn cnOne-Sample StatisticsNMeanstd. Deviationstd. Error Mean

Big c cung cap day du cac loai mat hang2673.9064.91901.05624

One-Sample TestTest Value = 3

TDfSig. (2-tailed)Mean Difference94% Confidence Interval of the Difference

LowerUpper

Big c cung cap day du cac loai mat hang16.115266.000.90637.80011.0126

=> Ket lun: V Sig. < 0.06 v Mean = 3.9064 nn khch hng ng vi kin Big c cung cp y cc loi mt hng bn cn.Bng 2.6: Phn tch mc ng tnh ca khch hng i vi kin Big c cung cp y thng tin v tt c cc loi hng ha ti khch hngOne-Sample StatisticsNMeanstd. Deviationstd. Error Mean

Big c cung cap day du thong tin ve tat ca cac loai hang hoa toi khach hang2673.6779.91417.05595


94% Confidence DifferenceInterval of the

TdfSig. (2-tailed)Mean DifferenceLowerUpper


TdfSig. (2-tailed)Mean Difference94% Confidence Interval of the Difference

LowerUpper

Big c cung cap day du thong tin ve tat ca cac loai hang hoa toi khach hang12.117266.000.67790.5722.7836

=>Ket lun: V Sig Ket lun: V Sig Ket lun: V Sig. Ket lun: V Sig.< 0.06 v Mean = 3.6067 nn khch hng ng vi kin Big c cung cp sn phm chnh hng, trnh mua nhm hng gi, hng km cht lng.Bng 2.10: Phn tch mc ng tnh ca khch hng i vi kin Cch by tr hng ha, cc khu vc trong Big c hp l, lm khch hng d tm kimOne-Sample StatisticsNMeanStd. Deviationstd. Error Mean

Cach bay tri hop ly, de tim kiem2673.66291.05071.06430


tDfSig. (2-tailed)Mean Difference94% Confidence Interval of the Difference

LowerUpper

Cach bay tri hop ly, de tim kiem10.309266.000.66292.5415.7844

=> Ket lun: V Sig.< 0.06 v Mean = 3.6629 nn khch hng ng vi kin Cch by tr hng ha, cc khu vc trong Big c hp l, lm khch hng d tm kim.

Bng 2.11: Phn tch mc ng tnh ca khch hng i vi kin Thi nhn vin Big c lch s, nh nhnOne-Sample StatisticsNMeanStd. Deviationstd. Error Mean

Thai do nhan vien lich su, nha nhan2673.3071.96327.05895



LowerUpper

Thai do nhan vien lich su, nha nhan5.210266.000.30712.1958.4185

=> Kt lun: V Sig. Ket lun: V Sig.=0.057 < 0.06 nn khch hng ng vi kin Nhn vin lun gii p tn tnh v y thc mc ca khch hng.Bng 2.13: Phn tch mc ng tnh ca khch hng i vi kin Quy tnh tin p ng v phc v nhanh chng vi mi lng khch hngOne-Sample TestTest Value = 3

TDfSig. (2-taiIed)Mean Difference94% Confidence Interval of the Difference

LowerUpper

Quay tinh tien dap ung du va phuc vu nhanh chng-.615266.539-.04494-.1830.0931

=> Ket lun: V Sig. = 0.539 < 0.06 nn khch hng ng vi kinQuytnhtin png v phc v nhanh chng vi mi lng khch hng.Bng 2.14: Phn tch mc ng tnh ca khch hng i vi kina imsiuththun tin trong vic i li mua sm i vi khch hngOne-Sample StatisticsNMeanstd. Deviationstd. Error Mean

One-Sample StatisticsNMeanStd. Deviationstd. Error Mean

Dia diem sieu thi thuan tien trong viec di lai mua sam2673.8801.97750.05982


TDfSig. (2-tailed)Mean Difference94% Confidence Interval of the Difference

LowerUpper

Dia diem sieu thi thuan tien trong viec di lai mua sam14.713266.000.88015.7672.9931

=> Ket lun: V Sig. < 0.06 v Mean = 3.8801 nn khch hng ng vi kin a im siu th thun tin trong vic i li mua sm i vi khch hng.Bng 2.15: Phn tch mc ng tnh ca khch hng i vi kin Khng gian mua sm rng ri, thong mtOne-Sample StatisticsNMeanStd. Deviationstd. Error Mean

Khong gian mua sam rong rai, thoang mat2674.0674.92335.05651



LowerUpper

Khong gian mua sam rong rai, thoang mat18.890266.0001.06742.96071.1742

=> Ket lun: V Sig. < 0.06 v Mean = 4.0674 nn khch hng ng vi kin Khng gian mua sm rng ri, thong mt.Bng 2.16: Phn tch mc ng tnh ca khch hng i vi kin Bi u xe rng ri, m bo an tonOne-Sample StatisticsNMeanstd. Deviationstd. Error Mean

Bai dau xe rong rai, dam bao an toan2673.8801.95808.05863

One-Sample TestTest Value =3

94% Confidence DifferenceInterval of the

tdfSig. (2-tailed)Mean DifferenceLowerUpper


tdfSig. (2-tailed)Mean Difference94% Confidence Interval of the Difference

LowerUpper

Bai dau xe rong rai, dam bao an toan15.011266.000.88015.7694.9909

=> Kt lun: V Sig. Kt lun: V Sig.=0.866 > 0.06 nn khch hng khng ng vi kin Gi c hng ha trong Big c r hn so vi th trng bn ngoi.Bng 2.18: Phn tch mc ng tnh ca khch hng i vi kin Big c lun so snh gi tng mt hng, m bo mc gi tt nht cho khch hngOne-Sample StatisticsNMeanStd. Deviationstd. Error Mean

Big c luon so sanh gia tung mat hang, dam bao muc gia tot nhat2673.2622.92916.05686



LowerUpper

Big c luon so sanh gia tung mat hang, dam bao muc gia tot nhat4.611266.000.26217.1548.3696

=> Kt lun: V Sig. Ket lun: V Sig. < 0.06 v Mean = 3.8577 nn khch hng ng vi kin Gi c cc mt hng c nim yt r rng.Phn tch mc hl lng cia khch hng i vi cc dich vu cia Big C:Bng 2.20: Phn tch mc hi lng ca khch hng i vi dch v Giao hng tn ni ca siu th Big cOne-Sample StatisticsNMeanstd. Deviationstd. Error Mean

Giao hang tan noi2673.3708.75666.04631



LowerUpper

Giao hang tan noi8.007266.000.37079.2833.4583

=> Ket lun: V Sig. Ket lun: V Sig. Kt Lun: V Sig. < 0.06 v Mean = 3.3858 nn khch hng hi lng v dch v My ATM ca siu th.

Bng 2.23: Phn tch mc hi lng ca khch hng i vi dch v Gi qu min phca siu th Big cOne-Sample StatisticsNMeanstd. Deviationstd. Error Mean

Goi qua mien phi2673.4644.85930.05259


TdfSig. (2-taiIed)Mean Difference94% Confidence Interval of the Difference

LowerUpper

Goi qua mien phi8.831266.000.46442.3651.5638

=> Ket Lun: V Sig. < 0.06 v Mean = 3.4644 nn khch hng hi lng v dch v Gi qu min ph ca siu th.Bng 2.24: Phn tch mc hi lng ca khch hng i vi dch v Thanh ton bng th ca siu th Big cOne-Sample StatisticsNMeanstd. Deviationstd. Error Mean

Thanh toan bang the2673.3221.84136.05149



LowerUpper

Thanh toan bang the6.255266.000.32210.2248.4194

=> Ket Lun: V Sig. < 0.06 v Mean = 3.3221 nn khch hng hi lng v dch v Thanh ton bng th ca siu th.Bng 2.25: Phn tch mc hi lng ca khch hng i vi dch v Mua hng tr gp ca siu th Big cOne-Sample StatisticsNMeanStd. DeviationStd. Error Mean

Mua hang tra gop2673.2697.79610.04872



LowerUpper

Mua hang tra gop5.535266.000.26966.1776.3617

=> Kt Lun: V Sig. < 0.06 v Mean = 3.2697 nn khch hng hi lng v dch v Mua hng tr gp ca siu th.

Bng 2.26: Phn tch mc hi lng ca khch hng i vi dch v n ung, gii tr ca siu th Big cOne-Sample StatisticsNMeanstd. Deviationstd. Error Mean

Dich vu an uong, giai tri2673.7828.91643.05608



LowerUpper

Dich vu an uong, giai tri13.957266.000.78277.6768.8887

=> Kt Lun: V Sig. < 0.06 v Mean = 3.7828 nn khch hng hi lng v dch v n ung, gii tr ca siu th.Bng 2.27: Phn tch mc hi lng ca khch hng i vi dch v Bo hnh, hu mi ca siu th Big cOne-Sample StatisticsNMeanStd. DeviationStd. Error Mean

Dich vu bao hanh, hau mai2673.2509.89314.05466



LowerUpper

Dich vu bao hanh, hau mai4.591266.000.25094.1477.3542

=> Ket Lun: V Sig. < 0.06 v Mean = 3.2509 nn khch hng hi lng v dch v Bo hnh, hu mi ca siu th.S tin b ra cho 1 ln i Big c ca khch hng:Bng 2.28: Thng k m t s tin trung bnh b ra cho 1 ln i siu siu th Big c ca khch hngSo tien trung binh bo ra cho 1 lan di Big cFrequencyPercentValid PercentCumulativePercent

Valid 1.000.00041.51.5100.0

Total267100.0100.0

So tien trung binh bo ra cho 1 lan di Big c125-100-oc0)375- o |_LL50-25-11~\II1.000.000399.999699.999999.999So tien trung binh bo ra cho 1 lan di Big cHnh 6: Biu m t s tin trung bnh b ra cho 1 ln i siu siu th Big c ca khchhng=> Ket lun:S tin b ra ca khch hng khi i siu th a s l di 400,000, t cho thy c Khch hng vo Big c Hu ch mua nhng hng ha c gi tr thp v trung, nht l cc mt hng tiu dng hng ngy. y cng cho thy rng, a s khch hng Hu khi i siu th cha c tm l th ga khi mua sm, nht l i vi nhng mt hng c gi trMong mun ca khch hng v vic cung cp thm cc dch v:

Bng 2.29: Thng k m t mong mun ca khch hng v vic cung cp thm cc dch v i vi siu th Big cColumn N %Count

de xuat y kien cua khach Giu xe mien phi hang77.1%20538.7%

Chap nhan nhieu hinh thuc thanh toan khac nhau10334.2%

Dich vu an uong thuan tien hon9144.0%

Trien khai them hinh thuc mua sam qua mang11735.3%

Tu van khach hang9476.3%

Tao nhieu gio vang giam gia203

=> Kt lun: Da trn nhng kin ca khch hng m nhm thu thp c, c th khng nh rng: i a s b phn khch hng mong mun Big c Hu p ng thm mt s nhu cu khc na nh cung cp thm cc dch v, chng trnh khuyn mi, mua hng qua mng...Yeu t quan trong:Bng 2.30: Thng k m t s nh gi ca khch hng v cc yu tTam quan trongFrequencyPercentValid PercentCumulativePercent

Valid Gia ca15758.858.858.8

Hang hoa5420.220.279.0

Chat luong phuc vu124.54.583.5

Khuyen mai249.09.092.5

Thuan tien khi mua sam72.62.695.1

dich vu an uong, giai tri134.94.9100.0

Total267100.0100.0

Tam quan trong200-150->>uc3r 100- 50-Q_|IIIIIIGia caHanghoaThuantienkhidichvuanuong,vugiaitriDU' AN NGHIN CU MARKETINGGVHD: H S MINH


Tam quan trongNHM THC HIN: TMAI-07NAM HOC: 201155


Hnh 7: Biu m t s nh gi ca khch hng v cc yu t => Ket lun:Thng qua biu trn d dng nhn thy yu t gi c ng vai tr quan trng hng u quyt nh hnh vi mua hng ca khch hng. Cc yu t khc nh hng ho, khuyn mi cng ng vai tr quan trng khng km. Thn qua y Siu th Big c Hu phi u t hn na cc yu t quan trng khc ngoi gi nh l: Hng ha, Khuyn mi, cc dch v khc2.2.2.3 Kim nh thang oKim nh tin cy ca thang o:Bng 2.31: Phn tch h so Cronbachs Alpha v tin cy ca thang o Reliability StatisticsCronbach'sAlphaN of Items

.78623

Ket lun: H s Cronbachs Alpha bng 0.786 nn thang o s dng c.Chirong 3: D xut mot s gii php nhm nng cao su* tho man ca khch hng khi di mua sam tai siu thj Big C Hu.Sau qu trinh diu tra v tng hop, phn tich s lieu nhm nghin cu xin d xut mot s gii php nhm nng cao hon na mue d hi long ca khch hng di vi siu thi Big C Hu nhu sau:'S Big C cn cung cp dy du hon na thng tin v tt c cc loai hng hoa toi khch hng thng qua bo chi, tap chi ca Big C hoac thng qua h thng tu vn, phuc vu khch hng,...S Qua diu tra thy rang khch hng chua thuc su hi long v cch by tri hng hoa Big C, khin cho ho kh tim kim, do do siu thi cn tin hnh thay di lai cch sap xp, b tri hng hoa nhm gip khch hng d dng tim thy mat hng m ho cn.S Vi hu ht y kin khch hng di vi thi d ca nhn vin du mue 2 v 3, tc l mue khng hi long v trung lp nn c th thy khch hng chua thuc su hi long v thi d phuc vu ca nhn vin siu thi. Dy l mot yu t quan trong hng du m Big C nn khac phuc d c th ti da hoa su tha mn cho khch hng.S Trong nhng gio cao dim mua sm nhu bui ti hay ngy cui tun, ngy l quy tinh tin thung qu tai, khng dp ng du nhu cu cho khch hng. Gii php dy l Big C nn tng thm s luong quy tinh tin cung nhu hiu sut lm vic ca nhn vin, t d c th dp ng du v nhanh chng khch hng di mua sm.S Khch hng hon ton khng dng y vi y kin Gi c hng hoa trong Big C r hon so vi thi trung bn ngoi, diu d chng t cu slogan gi r cho moi nh cha Big C chua thuc su duoc thuc hin mot cch dy du v dng ngha ca n. Big C cn nghin cu d dua ra mue gi tt nht cho khch hng, tao duge cho khch hng nim tin vo gi c v cht luong hng hoa ca siu thi, t d m c th tng luong khch hng cung nhu doanh s ban.60S Hu ht khch hng tham gia cuc iu tra ca nhm nghin cu chng ti u khng ng vi kin Big c cung cp sn phm chnh hng, trnh mua nhm hng gi, hng km cht lng. Hin nay khi m rt nhiu sn phm c cht nhim c, vn cht lng hng ha lun c khch hng lu tm t ln hng u, do h s khng chp nhn nhng hng ha khng chnh hng cng nh hng gi km cht lng. iu ny i hi Big c kim sot hn s dng cng nh cht lng hng ha mt cch nghim ngt, trnh tnh trng khch hng c kin ngh v cht lng hng, s lm tn tht rt ln n thng hiu ca Big c.S Rt nhiu khch hng khng hi lng v bi xe ca Big c, h cho rng bi xe ca Big c khng rng ri v an ton, ng thi h mong mun Big c s tin hnh gi xe min ph. y cng l nhng kin m siu th cn lun tm ci thin.S Khi c hi khch hng mun Big c c thm nhng hot ng g, rt nhiu khch hng mun siu th c thm nhiu gi vng gim gi. y l mt iu Big c nn thc hin thng xuyn nhm to ng lc mua sm cho khch hng. s Trong qu trnh iu tra cng c th thu rng rt t ngi d thng xuyn mua sm siu th bit c cng nh s dng nhng dch v ca Big c nh thanh ton qua th, giao hng tn ni, my ATM, gi qu min ph,...Big c cn ph bin hn na nhng dch v ny n khch hng, gip ti a s tha mn ca h.Trn y l nhng xut ca nhm nghin cn. Hi vng nhng xut ny c th c thc hin em n cho khch hng Hu-nhng ngi ang dn lm quen v thch nghi vi vic mua sm siu th s tha mn ti a khi mua sm ti Big c.PHN III - KT LUN V KIN NGH.1.1 Kt lunVi nhng Phn tch v s tha mn ca khch hng khi i mua sm ti siu th Big c Hu, Nhm chng ti tm ra c cc yu t nh hng n s hi lng ca h nh: Hng ha phong ph, y chng loi, m bo cht lng phc v ti a nhu cu ca ngi tiu dng Cc chng trnh khuyn mi c tc ng ln n hnh vi mua hng v s hi lng ca khch hng khi i mua sm Khng gian siu th rng ri, thong mt, kt hp vi cch by tr hng ha bt mt, d dng trong vic tm kim iu ny lm tng thm s tha mn ca khch hng khi i mua sm ti siu th Nhn vin Big c chuyn nghip trong lnh vc bn hng, to nn tm l vui v khi i mua sm Yeu t an ton trong dch v gi xe, cng nh l cc dng khc ca khch hng to nn s tin tng dn n s hi lng cho khch hng Ngoi ra Big c Hu cung cp thm nhiu dch v i km khi bn hng ha nh l: giao hng tn ni, gi qu min ph, dch v n ung gii tr,... iu ny gp phn lm tng cao gi tr tha mnNm v xc nh c nhng yu t hi lng trn, chng ti o lng v nh gi nhng tiu thc ny, v thu c nhng kt qu mong i ca nhm, tt c nhng tiu thc trn u p ng c ti a yu cu ca khch hngNgoi ra, trong qu trnh nghin cu, nhm chng ti tm ra nhng yu t nh hng xu n s tha mn ca khch hng nh l: Gi c(do khch hng nhn inh l t hn so vi gi c th trng bn ngoi), Thi ca nhn vin( khch hng cho rng h cha p ng c yu cu v mong i ca khch hng),... qua xut cho siu th Big c nhng gii php kp thi Siu th p ng ti a nhu cu ca khch hng, qua ti a s tha mn ca h.Trong qu trnh nghin cu, nhm tm ra nhng yu t m khch hng mong mun trong tng lai khch hng cn Siu th cung cp, nh l: To thm nhiu gi vng gim gi, cung cp dch v gi xe min ph, tng cng t vn khch hng,...T nhng kt qu phn tch trn, chng ti hi vng nhng kt qu s gp phn cho siu th ra quyt nh v u t, x l nhng ch cn thiu st, b sung thm nhiu dch v mi,.. .nhm ti a s tha mn ca khch hng khi i mua sm ti Siu th Big c Hu.1.2 Kin nghVi nhng phn tch v kt qu trn, v c bit l nhng gii php m nhm chng ti cung cp cho siu th, th s c p dng ngay vo qu trnh kinh doanh, nht l v mt chm sc khch hng.Qua ti ny, chng ti nhn thy cn rt nhiu im thiu st, v trin khai cho hng nghin cn tip theo, chng ti s: y mnh nghin cn vo cht lng dch v ca Big c Hu Nghin cu su v cc vn v Thi , phong cch phc v ca nhn vin v cc yu t gy ra s khng tha mn i vi khch hng khi i Siu Th Big c HuDU' AN NGHIN CU MARKETINGGVHD: H SI MINH


M rng thm phm vi iu tra khch hngNHM THC HIN: TMAI-07NAMHOC:2011


Ti liu tham khoTrong bi bo co nghin cn ny, nhm c tham kho mt s ti liu v ngun thng tin Hong Trng & Chu Nguyn Mng Ngc (2009), Phn tch d liu nghin cnviSPSS Tp 1, Nh xut bn Hng c Lun vn thc s Bn hng a cp - Nghin cu s tha mn ca khch hngivi m hnh dch v bn hng a cp sn phm chc nng ca cng ty L Hi. D n nghin cu Marketing(2010), nhm ABC trng i hc kinh t Nng Thng tin t' cc trang web1. www.bigc.com.vn2. http://thuanthanhcoop.com.vn3. http://www 1 .thuathienhue.gov. vn/Portal News/Views/NewsDetail.aspx?d= 12604. http://www.saigonco-op.com.vn5. www.tailieu.vn

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Đề Tài Đánh Giá Sự Thỏa Mãn Của Khách Hàng Khi Đi Mua Sắm Tại Siêu Thị Big C Huế - Tài Liệu, eBook, Giáo Trình