QTDV Chinh Quy Chuong 1 2 3

Mn hc: Qun tr Dch vMn hc: Qun tr Dch v

GiGio tro trnh: Doanh nghinh: Doanh nghip dp dch vch v--Nguyn l iNguyn l iu hu hnhnhTTc gic gi: Christine Hope: Christine Hope--Alan MuhlemanAlan Muhleman

GiGing vin phng vin ph trtrch:ch: Ths.Ths. nh Namnh Nam

Qun tr Dch vQun tr Dch v 2

Mc tiu mn hcMc tiu mn hc

Cung cp cho sinh vin mt cch h thng kin thc trong qun l iu hnh mt doanh nghip dch v.

Mn hc ny ng dng trong ngnh lut, thng mi, dch v, bo him, y t, t vn, vn chuyn, phn phi

Qun tr Dch vQun tr Dch v

Ni dung chnhNi dung chnh

Phn I: Tng quan cc loi dch v (chng 1, 2)

Phn II: Cc kha cnh chin lc (chng 3)

Phn III: Thit k dch v (chng 6, 7, 8) Phn IV: Nhng vn v giao nhn

(chng 9) Phn IV (tip theo): Nhng vn v giao

nhn (chng 10, 11, 13)

3


Kinh nghim ca anh chKinh nghim ca anh ch

S thm nhp v vai tr ca dch v trong i sng

Dch v tt Dch v km


Maslows Hierarchy of Needs Maslows Hierarchy of Needs

ACHIEVEMENT /FUFILMENT NEEDS

STATUS /RECOGNITION NEEDS

SOCIAL NEEDS

SECURITY / SAFETY NEEDS

PHYSICAL NEEDS


V l do g m khch hng quyt nh mua hng/dch v

ca bn?

V l do g m khch hng quyt nh mua hng/dch v

ca bn?


20%

25%

9%

46%

Dch vu(Service)

(Brand)Thng hieu

Gia ca(Price)

(Quality)Chat lng

4 l do chnh4 l do chnh


Chng 1: Vai tr dch vtrong nn kinh t

Chng 1: Vai tr dch vtrong nn kinh t

Ni dung chnh nh ngha dch v iu hnh hot ng doanh nghip l g? Phn loi dch v Chu k tn ti ca

doanh nghip Tm quan trng ca dch v Cng hay t


nh ngha dch vnh ngha dch v Theo t in b ti Oxford (1978), thut

ng cng ngh dch v c nh ngha l cung cp dch v, khng phi hng ha, hng ha c nh ngha l ti sn c th di di c.

Ngnh cng nghip sn xut l ngnh cung cp nhng loi hng ha c th vs thy c, cn ngnh cng nghip dch v l ngnh cung cp th g v hnh


nh ngha dch vnh ngha dch v


nh ngha dch vnh ngha dch v Trong thc t khi mua mt sn phm thng c

dch v i km v vic mua mt dch v cng thng c hng ha i km.

T l gia hng ha v dch v s thay i khi thc hin mt giao dch mua bn c th

Dch v l mt qu trnh gm cc hot ng hu i v cc hot ng pha trc ni m khch hng v nh cung cp dch v tng tc vi nhau. Mc ch ca vic tng tc ny l nhm tha mn nhu cu v mong mun ca khch hng theo cch khch hng mong i cng nh to ra gi tr cho khch hng.


nh ngha dch vnh ngha dch v L thc hin nhng g m DN ha hn

nhm cng c, m rng nhng quan h i tc lu di vi KH v th trng.

DV t cht lng khi vic thc hin ha hn ny mang li gi tr gia tng nhiu hn i th

C 3 thi im DN chng minh c th ha hn /v KH: KH giao din CSVC KH gp g nhn vin KH tip xc c cu DN

12


Category of Service Mix

Tangible goods

with services

Hybrid

Major service

and minor goods

Pureservice

PureTangible

Goods


nh ngha dch vnh ngha dch v Hng ha (c th) Dch v (v hnh dng)100% 75 50 25 0 25 50 75 100%

Cy xng t My vi tnh

My copy cho VP

Ca hng thc n nhanh

Nh hng

Sa cha xe

Hng khng

Ct tc

.

T l gia hng ha v dch v khi thc hin mt s giao dch mua bn15


V dV d

Nh hng khng ch l nicung cp thc n, thc ung m cn cung cp ni ngi, u bp nu nng, ngi phc v, khng gian c th

qun bar wNw vi kin trc mi vm c bit, hon ton bng tre ti th x Th Du Mt (Bnh Dng).


V dV d Xe but khng ch l

phng tin p ng nhu cu i li m cn l ni th hin nt vn minh ca x hi hin i qua thi , hng dn, chm sc.. n cn, lch sca nhn vin phc v trong khng gian c th


iu hnh hot ng doanh nghip l g?

iu hnh hot ng doanh nghip l g?

NVLNhn lcThit bSinh vinGing vinSch bo,

gia trnh..

iu hnh hot ng doanh nghip

Xe hiSinh vin tt

nghip

Vt liu vo Quy trnh ci bin

Vt liu ra/ SP/DV..


5 lnh vc trch nhim ca ngi iu hnh DN

5 lnh vc trch nhim ca ngi iu hnh DN

Sn phm Quy trnh Chng trnh C xng Nhn lc


Phn loi dch v: 4 m hnhPhn loi dch v: 4 m hnh

Dch v hng vkhch hng

T trng vn so vi lao ng

Khch-hng ha vphn on

Giao tip tip gia ngi lm dch v vkhch hng


Chu k tn ti ca doanh nghipChu k tn ti ca doanh nghip Qua thi gian, nhiu DN

ln mnh nn m rng hot ng v chc nng kinh doanh

Pht trin nhiu SP, DV, nhn lc, c s..theo hng DV a dng hn nhm tha mn nhu cu cng tng ca KH

Bn cht hot ng cng thay i theo..

21


Tm quan trng ca dch vTm quan trng ca dch v

S pht trin v tng trng ca quc gia qua cc giai on sau:

Giai an 1: Nn kinh t da vo nng nghip v cc ngnh cng nghip khai thc.

Giai an 2: S pht trin ca cc ngnh cng nghip sn xut.

Giai an 3: S ln mnh dn ca cc ngnh cng nghip dch v.


Nhng yu t nh hng n tm quan trng ca lnh vc dch v

Nhng yu t nh hng n tm quan trng ca lnh vc dch v

S phn phi ca ci Lng thi gian th

gin Lng dn s n

theo S h gia nh c v

ln chng u lm vic


Cc m hnh dch vCc m hnh dch vCc dch v phn phi: Vt th v thng tin Bn s v l Dch v phi li nhun Dch v cho nh sn xut: Ti chnh, Bo him, a c, Dch v kinh thng, T vn lut, Tchc hi on, Dch v chuyn nghip,

Dch v cho ngi tiu dng: Chm sc y t, Gio dc, Dch v c nhn, Sa xe, gara, bo tr, Khch sn, nh hng n nhanh, Tim n, tim thc phm, Dch v ngh ngi, Dch v t gia

Cc loi hnh dch v theo phn loi ca Murich v cc ng nghip (1990)24


Dch v cho ngi sn xut(cc th trng trung gian)

Dch v cho khch hng(th trng ngi tiu dng)

Dch v ti chnhNgn hng, bo him, cho thuVn chuyn v phn phing bin, ng st, xe ti, hng khng, bun sChuyn nghip v k thutHp ng c quyn v bun bn, dch vthit k my, thit k kin trc, u thu xy dng, k ton, nhng dch v qun l khcNhng dch v trung gian khcVi tnh, x l d liu, truyn thng, qung co, a c, du lch, an ninh, bu phm,

Bn lChm sc y tDu lch, gii trGio dcCc dch v x hi do nh nc qun l (giao thng cng cng, chng nhn giy t,..)Cc dch v c nhn (nh hng, git i,..)

Cc loi hnh dch v theo phn loi ca Vn phng nh gi K thut Washington D.C.

Cc m hnh dch vCc m hnh dch v


Khu vc cng v khu vc tKhu vc cng v khu vc tDoanh nghip do nh nc qun l hay t nhn u c nhu cu sn xut hay cung cp dch vvi hiu qu v hiu nng ng thi vi mc phtn thp nht. Nhng vn iu hnh l ging nhau. Tuy nhin c mt s im c th ring:

Ai l ngi tiu th - ngi s dng sau cng hay nh nc?

Cc mc tiu tn ti lu di hay li nhun ngn ngy?

S bt nh Mt chnh quyn mi c th thay i c h thng

Kh nng c quyn


Chu k phc v

KH ni b

KH bn ngoi

Nhn vin


Khch hng l ai?Khch hng l ai?


Tm quan trng ca KH i vi s thnh cng ca DN

Khch hng l ai?Khch hng l ai?


Th no l than phin/phn nn ca Khch hng?

Th no l than phin/phn nn ca Khch hng?

S phn ng hoc suy ngh ca khch hng khi mt sn phm hoc dch v khng p ng c mong i

KH cng khng hi lng th h cng c xu hng truyn ming nhng nhc im/ hn ch vsn phm v dch v ca cng ty bc l s bt bnh ca h.


Biu l cm xc ca h c th.. Biu l cm xc ca h c th..

Tht vng

Nn lng

Lo lng / S hi

Cm gic bt tin


Mc tiu ca doanh nghip?Mc tiu ca doanh nghip?


Doanh s???Doanh s???


Tiu ch nh gi thnh cng ca DN?

Tiu ch nh gi thnh cng ca DN?

Hiu r nhu cu khch hng ca mnh

Tm cch p ng mc cao nht nhu cu ca khch hng

Nhn thc c khch hng l ngi tr lng cho mnh


Nhng con s ng lu Nhng con s ng lu Kho st trong 100 khch hng khng hi lng

Nu than phin khng c gii quyt: ch c 37%khch tip tc s dng dch v / sn phm

Nu than phin c gii quyt: 70% tip tc s dng dch v / sn phm

Than phin c gii quyt nhanh chng: 95% tip tc s dng dch v / sn phm

T l khch gia khch hng ln ting than phin v giim lng l 1:26

Mt khch hng khng hi lng s k cho 8-16 ngi khc nghe (khong 10% s k cho 20 ngi tr ln)

Chi ph u t c thm khch hng mi s cao hn gp 5 ln so vi chi ph u t gi khch hng c.

35


Nhng con s ng lu Nhng con s ng lu

Kho st c thc hin bi B phn Nghin cu v Thng tin ca Singapore Press Holding (1995) v khch hng phn ng nh th no i vi dch v ti ca cc nh hng Singapore

49% khch hng s ty chay nh hng trong tng lai

59% khch hng s ni xu v nh hng ny cho nhng ngi khc

28% khch hng s than phin vi nh qun l 5% khch hng s trch mng nhn vin


Ch s hi lng Dch v cng TP.HCM 2008

Ch s hi lng Dch v cng TP.HCM 2008

HI LNG(%)

TRUNG LP(%)

KHNGHI LNG (%)

TT DCH V

2006 2008 2006 2008 2006 2008

1 Gio dc tiu hc 74,8 23,2 2,0

2 Thu gom rc 84,7 60,2 8,3 36,9 7,1 2,9

3 Y t 78,2 68,9 14,0 25,3 7,8 5,8

4 VTHKCC (xe but) 78,9 49,5 13,6 44,6 7,5 5,9

5 Cng chng 78,2 58,5 10,6 36,9 11,1 4,6

6 Cp php xy dng 74,1 57,4 9,4 34,3 16,6 8,3

7 Cp giy ch quyn 59,3 39,2 7,8 41,4 32,9 19,4

8 Thu 54,5 49,5 17,7 44,6 27,7 5,9

Ngun: Vin Nghin cu pht trin v Cc Thng k TP


Mc hi lnggim

bnh qun19,5%

(so vi nm 2006)

Qun tr Dch v cngQun tr Dch v cng 39

Ch s PCI 2009Ch s PCI 2009nh gi trn 9 ch s: s thun li khi gia nhp th trng; tip cn t ai v n nh trong s

dng t; tnh minh bch v tip cn thng tin; chi ph - thi gian; chi ph khng chnh thc; tnh nng ng v tin phong ca

chnh quyn a phng; Dch v h tr DN o to lao ng; cht lng thit ch php l;


4 ch s ci thin: cp gia nhp th trng, tip cn t ai, cp thi gian, cht lng lao ng v thit ch php l

3 ch s gim: tnh minh bch, cp khng chnh thc v tnh nng ng ca chnh quyn a phng

Ch s PCI 2009Ch s PCI 2009

Top 10: Nng, Bnh Dng, Lo Cai, ng Thp, Vnh Long, Vnh Phc, Bnh nh, BRa-Vng Tu, Tin Giang, Bc Ninh.

Mi trng Kinh doanh VN 2010 (WB)Mi trng Kinh doanh VN 2010 (WB)


Ch tiu Ch tiuThnh lp doanh nghip (xp hng) 116 Bo v nh u t (xp hng) 172

Th tc (s lng) 11 Mc cng khai thng tin (0-10) 6Thi gian (ngy) 50 Mc trch nhim ca thnh vin HQT

(0-10)0

Chi ph (% thu nhp trn u ngi) 13,3 d dng cc c ng c th kin (0-10) 2Vn ti thiu (% thu nhp trn u ngi)

0,0 Mc bo v nh u t (0-10) 2,7

Np thu (xp hng) 147 Gii th doanh nghip (xp hng) 127S ln ng thu (trong mt nm) 32 Thi gian (nm) 5,0Thi gian (s gi mt nm) 1.050 Chi ph (% ti sn) 15Tng s thu phi tr (trn % li nhun) 40,1 T l thu hi (cent trn 1 USD) 18,0


Khch hng c phc v dch v km c th..thiu ri doanh nghip


Vancouver ca Canada l mt trong 140 thnh ph d sng nht th gii da trn nm

tiu chun: cc iu kin y t, s n nh x hi, vn ha v mi trng, gio dc v c s

h tng.(The Economist ngy 8-6-

2009)

Tp. HCM th sao?


Chng 2: Cc c im m hnh dch v



Tnh khc bit gia sn xut v dch v: mc c thca sn phm, mc giao tip vi KH




Mc giao tip vi KH trong hot ng SX, DV

Cc loi giao tip vi KH-u/khuyt?

Cch vn dng va loi hnh dch v thch hp

c im ca dch vc im ca dch v


Mc giao tip cao vi KH trong hot ng SX, DV

Li cho vi nt mt thn thin mang li hiu qu bn hng

Giao tip vi KHGiao tip vi KH

48


Gp trc tip

in thoi

Th tn (bu in, in t)

Truyn thng

Cc loi phng tin giao tip vi KH

Cc loi phng tin giao tip vi KH


Cch tip cn Cch tip cn Cch tip cn khch hng nh th no l

hiu qu nht?


V hnh dng

ng thi

D chng

Mong manh

c im ca dch vc im ca dch v


Bn c im ca dch v: d chng, ng thi, v hnh dng, mong manh

Tnh v hnh dngmong manh

Giao tip thng xuyn vi KHd chng, ng thi

4 c im ca dch v4 c im ca dch v


Chng 3: Chin lc trong lnh vc dch v


If one piece is moved wrongly, the whole game is lost




nh ngha v chin lc Ngun gc hnh thnh chin lc Qui trnh qun l chin lc c Craig

v Grant (1993) tm lc trong MOST ngha vic khng nh nhim v trong

quy trnh pht trin iu hnh chin lc ca mt t chc hay cng ty

Quy trnh pht trin chin lc Phn tch SWOT


Chin lc lChin lc l Ngh thut hay khoa lp k hoch, iu ng K hoch lu di nhm n thnh cng, trong

kinh doanh hay chnh tr K hoch mu lc ngha: a ra k hoch v chnh sch lu

di cho mt t chc Cp cao nht: Chin luc cng ty Chin thut: k hoch nhm t mc tiu

ngn hoc trung hn, tc nhng ct mc trong c chui chin lc

Qun tr Dch vQun tr Dch v21/PPT/210/0303 56

Strategy is all about what happens before you even get to the battlefield.

Tactics are all about what is actually done in the battle itself.


Ti sao cn phi c mt chin lc?

Ti sao cn phi c mt chin lc?


Chin lc tt, thc hin hiu qu s gip..

Chin lc tt, thc hin hiu qu s gip..

Nh qun l, nhn vin mi cp

Xc nh mc tiu Nhn bit phng

hng hnh ng Gp phn vo s

thnh cng ca bphn, t chc


Mt t chc khng c chin lc thcng v nh mt ngi li xe trn ng di khng c bn


1 2 3 4 5

TimeTime

SalesSales

Chu k tn ti ca sn phm hay dch v

Chu kChu k ttn tn ti ci ca sa sn phn phm m hay dhay dch vch v

22/PPT/210/0802

DEVELOPMENT

MarketResearch

ResourcePlanning

ProductR & D

GROWTH

Period ofgrowth and

greatestprofitability

MATURITY

Sales stillbuoyant,reducing

profitability

INTRODUCTION

MarketLaunch

HighInvestment

MinimumProfits

SATURATION& DECLINE

Productapproachingphase out ormodification


Hy cho bit nhng sn phm/dch v sau ang vo giai on no ca vng i:

Chng thc, gii quyt giy t vo th 7 Dch v nhn tin qua my nhn tin DV giao dch ti sn vng, S giao dch

chng khon Dch v kho vn, logictics.. Dch v o to trng quc t.. T vn nh ghen Dch v o to ca s, nhm ht, t chc

live show, pht hnh bng-a Mua hng qua mng internet


Quy trnh qun l chin lcQuy trnh qun l chin lcc Craig & Grant tm lc trong MOST Mission: nhim v Objectives: mc tiu Strategy: chin lc Tactics: chin thut


Nhim v

Mc tiu

Lp chin lc

Chin thut thc hin

nh gi hiu sut hot ng

Mi trng bn ngoi Mi trng bn trong


Khng nh nhim vKhng nh nhim v..l vic c kt tm nhn ca vin chc cao

cp v vn t chc doanh nghip s i u trong 5-10 nm ti


Thit lp ngn sch ym tr chin lc

xut chnh sch, hthng thng tin v kim

tra thch ng

Khen thng v ng lc st vi thc hin mc

tiu v chin lc

Quy trnh pht trin chin lcQuy trnh pht trin chin lc

Phn tch ni b

Phn tch mi trngni b

Cc chin lc khi qut

Phn tch ngoi cnh

Phn tch cnh tranh

M hnh chn la chin lc

Cc

chin lc

khi qut


M hnh phn tch SWOTM hnh phn tch SWOT Cng c hu hiu nm bt

tnh hnh v ra quyt nh nh gi trin vng hay ch

th: Cng ty Sn phm/thng hiu xut/ tng kinh doanh La chn chin lc nh gi i tc/nh cung cp Thu ngoi/c hi u t Phn tch/nh gi i th

66


Strength Weakness

Capitalize these Improve these

Monitor these Eliminate these

Opportunities

Threat

SWOT a ra 4 chin lc: SO-WO-ST-WTInternal

External


Chin lc to khc bit?Chin lc to khc bit?


Chin lc khi qutChin lc khi qut

LI TH CNH TRANH

Chi ph thp Bit ha sn phm

Rng Gi thnh h Bit ha sn phmTm

cnh tranh Hp Trng im chi ph

Trng im bit ha sn phm


Hp Boston Bn cn phi lm g nu sn phm/dch v hay n v

kinh doanh ca cng ty c: t l tng trng tng i cao v th phn cao (v

tr ngi sao)? t l tng trng tng chm nhng c th phn cao

(v tr b sa)? t l tng trng tng i cao nhng th phn thp

(v tr du hi hay nhng a tr c vn )? t l tng trng tng km v c th phn thp (v

tr ch mo)? iu quan trng nht cn ch trong vic thc thi

chin lc ca t chc hay cng ty

Chin lc khi qutChin lc khi qut


CaoCao

Thp

ThpBch phn th phnBch phn th phn

T l tng trng

T l tng trng

Cnh tranh cha nhiuCu mnhD lm giLi nhun cao do s lng bn nhiu v kinh t v quy mTip tc u tNu khng, c xu hng dch chuyn xung cash cow

SP mi hay p dng cha ph binPhi c nguyn tc qun tr hay pht trin kinh doanhLi nhun bin cao nhng chi ph cho nghin cu, pht trin, thng tin th trng, qung ca cng caoVn cha c li cho n khi dch chuyn qua Rising Star

C th hng li t nhng u t trc y hay knh PP ttCn bit duy tu, bo dng, qun l chi ph tt

CN PHI LM G???


XD t chc c kh nng thc hin chin

lc

Thc hin chc nng lnh o chin lc

To nn VH Cty ph hp chin lc

Thit lp ngn sch ym tr chin lc

xut chnh sch, hthng thng tin v kim

tra thch ng

Khen thng v ng lc st vi thc hin mc

tiu v chin lc

22/PPT/350/0802

Thc thi chin lcThc thi chin lc

Thc thi chin lc Thc thi

chin lc


Phn ln chng ta ra quyt nh da trn kinh nghim

Phn ln chng ta ra quyt nh da trn kinh nghim(Theo mt nghin cu ca i hc Tel Aviv, Israel)

Con ngi him khi phn tch thu o tnh hung da trn nhng suy lun khoa hc v cc con s thng k.


Ht chng 3

Mn hc: Qun tr Dch vMc tiu mn hcNi dung chnhKinh nghim ca anh chMaslows Hierarchy of Needs V l do g m khch hng quyt nh mua hng/dch v ca bn?4 l do chnhChng 1: Vai tr dch v trong nn kinh tnh ngha dch vnh ngha dch vnh ngha dch vnh ngha dch vnh ngha dch vV dV diu hnh hot ng doanh nghip l g?5 lnh vc trch nhim ca ngi iu hnh DNPhn loi dch v: 4 m hnhChu k tn ti ca doanh nghipTm quan trng ca dch vNhng yu t nh hng n tm quan trng ca lnh vc dch v Cc m hnh dch v Cc m hnh dch v Khu vc cng v khu vc tKhch hng l ai?Biu l cm xc ca h c th.. Mc tiu ca doanh nghip?Doanh s???Tiu ch nh gi thnh cng ca DN?Nhng con s ng lu Nhng con s ng lu Ch s hi lng Dch v cng TP.HCM 2008 Ch s PCI 2009Ch s PCI 2009Mi trng Kinh doanh VN 2010 (WB)Chng 2: Cc c im m hnh dch vChng 2: Cc c im m hnh dch vc im ca dch vGiao tip vi KHCch tip cn 4 c im ca dch vChng 3: Chin lc trong lnh vc dch vChng 3: Chin lc trong lnh vc dch vChin lc lTi sao cn phi c mt chin lc?Chin lc tt, thc hin hiu qu s gip..Quy trnh qun l chin lcKhng nh nhim vM hnh phn tch SWOTChin lc to khc bit?Chin lc khi qutChin lc khi qutPhn ln chng ta ra quyt nh da trn kinh nghim

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QTDV Chinh Quy Chuong 1 2 3