' ~ BQ GIAO DT)C VA DAO T~O TRUONG D~I HOC KINH TE TP.HO CHi MINH ~ "" TRAN THJ HUE CHI NGHIEN CUU MUC DQ THOA MAN CUA KHACH HANG VE CHAT LliQNG DICH VU SIEU THI ? A K A ~ , CUA HI; THONG SIEU THI CO.OPMART T~l TP.HO CHI MINH "' ' ? CHUYEN NGANH: QUAN TRJ KINH DOANH MA SO: 60.34.05 " - - ,.,., LU~N VAN TH~C SI KINH TE NGUOI Hu'<_!NG DAN KHOA HQC: TS. NGUYEN THl BICH CHAM Tp. Hfi Chi Minh - nam 2005 1\iUu -' ' 'j: ·· ,:, >t;;I;;J ···~·~·~~_. . .,.,.~ L~ICAMON Toi xin chan thimh cdm an co TS. Nguy'~n Thj Bich Cham, nguiJi huang ddn khoa hqc cua lu(in van, dii giup toi tiip c(in thl;(c tiln, phdt hi~n di tili va dii t(in tinh huang ddn di toi hoan thanh lu(in van nay. Trang qua tr1nh thl;(c hi~n di tai, toi con nh(in duqc ra't nhiiu sl;( quan tam, gop y, giup diJ, h6 tr(/ quy bdu cua quy thdy co, dJng nghi~p, bc;m be va nguiJi than, dijc bi~t la: Quy Thdy Co khoa Qudn tri kinh doanh va khoa Sau dc;li hqc truiJng Dc;li hqc Kinh Ti thanh pho' HJ Chi Minh dii tqo diiu ki~n to't nhdt cho toi hqc t(ip va nghien Cliu. Quy Thdy Co cua Chuang tr1nh gidng dqy kinh ti Fulbright dii giup toi tiip c(in vai mQt so' tai fi~u tham khao va cong Cf:l- phan tich dinh lU(/ng mai. Chi Nguyln Thi Tranh ~ Gidm d(J'c chu6i sieu thi Co.opMart- va m9t so' anh, chi thu9c kho'i win phong Saigon Co.op dii giup toi tlm hiiu thl;(c trqng hoqt d9ng cua h~ tho'ng Co.opMart. Cdc dJng nghi~p tqi khoa Qudn tri kinh doanh cua truiJng Dqi hqc Cong nghi~p thanh pho' HJ Chi Minh dii gop y, h6 trq toi trong qua tr1nh nghien cau di tai. M9t so' sinh vien lap Cao ddng Qudn tri kinh doanh dii giup toi phong van trl;(c tiip khdch hang di hoan thanh cdc bang cau hoi. Xin chan thanh cdm an va ghi nh(in tlnh cdm, tdm long cua mqi nguiJi dii danh cho toi. Tac gia: Trfin Thi Hue' Chi LOICAMDOAN T6i xin cam doan day la c6ng trlnh nghien cuu cua rieng t6i. Cac s6 li~u, ke't qua neu trong lu~n van la trung thvc va chu'a tung du'cjc ai c6ng b6 trong ba't ky c6ng trlnh nao khac. Tac gia lu~n van \ Mt)C Lt)C • L<Yicamdn • L<Yicamdoan • Mt;tc lt;tc • Danh mt;tc cac bang biiu • Danh mt;tc cac sd d6 va d6 thf • Danh mt;tc cac pht;tlt;tc • Phdn md ddu Cm.1<1NG 1: C<1 sa LY LU~N LIEN QUAN DEN Sl;f THOA MAN CUA KHACH ' ;:: , , lJ(j , HANG VE CHAT L . NG DJCH VlJ SIEU THJ ·~ 1 1.1. KHAI QUAT vF: DlCH VlJ v A KRAcH HANG TRONG THl TRVdNG BAN LE T AI cA c s.r:E u THl 1 1.1.1. Khdi ni~m vi sdn phdm- dfch V¥ 1 1.1.2. Khdi quat vi khdch hang 2 1.3.1. Thi tnt&ng ban leva lo((li hznh kinh doanh sieu thf 5 1.2. CHAT LV</NG DlCH VlJ s.r:Eu THl v A slj THOA MAN cuA KRAcH HANG 7 1.2.1. Chdt [U{Jng dfch V¥ va chdt lU{Jng dfch V¥ sieu thf 7 1.2.1."1. Cha't lu'<;Jng dich vt;t 7 1.2.1.2. Cha't lu'<;Jng dich vt;t sieu thi 9 1.2.2. Sf! thoa man cua khdch hang vi chdt lU{Jng dfch V¥ sieu thi 9 1.2.2.1. Slf tho a man cua k:hach hang 9 1.2.2.2. St;t' thOa man cua k:hach bang ve cha't lu'<;jng dich Vt;t sieu thi 10 , .f vn TOM TAT CH v N G 1 11 CH11<1NG 2: THl}C TR~NG HO~ T DONG CUNG CAP CAC DJCH VlJ CUA ~ ,., , THONG SIEU THJ CO.OPMART 13 .,. A :! A K A 2.1. GIOITH~U TONG QUAN He THONG SIEU THl CO-OPMART 13 211 G .,. h'" "' ~s · c 13 . . . ldl t z~u tong quan ve azgon o.op . 2.1.2. Qua trznh hznh thanh va phdt triln cua hf thong sieu thf Co.opmart 14 HV , , , 2.2. T . C TRANG HOAT DQNG BAN HANG 16 2 2 1 C , , "' h, & , , ~ h' ' h "' b' h' h, 16 . . . ong tac to c ac, sap xep quay ang va c uan ! ang oa . 2.2.2. Quy trinh ban hang t((li m6i .sieu thf Co.opMart 19 2.3. THljc TRANG cAc HOAT DONG HO TR</ KRACH HANG 20 2.3.1. Cdc chuang trznh uu diii danh cho khdch hang 20 232 Ch .~ t' h "Kh' hh' th" th'"'t" • h"th"' C t 20 . . . u'lYng nn ac ang an ze cua ~ ong o-opmar 2.3.3 . . Chuang trznh thanh toan bl'ing the tin d¥ng 21 2.3.4. Cdc dfch V¥ h6 tr{J khdc danh cho khdch hang 21 , .f vn TOM TAT CH vNG 2 22 CHlJONG 3: DANH GIA MUC DO THOA MAN CUA KH KHI SU DVNG DJCH VV , ? , , ~ SIEU THJ CUA H~ THONG CO-OPMART T~I TP.HCM 24 3.1. GIOITH$UCHUNG 24 A y'"f -' 3.2., NGHIEN Cu U DJNH TINH 25 3.2.1. · Cdch thU:c thf:(c hifn 25 3.2.2. Mo hznh 5 thimh ph&n chfft ht<;Jng djch v{l sieu thj 26 3.3. NGHllN CUU DJNH LU<;jNG 27 3.3.1. Thiet lgp bdng diu hoi sa bq & chinh thU:c 28 3.3.2. PhttlYng phdp nghien cU:u & thu thgp thong tin 30 3.3.3. Mo td mllu 32 3.3.3.1. ve slf lqa chc;>n sieu thi 32 3.3.3.2. ve gioi tinh : 33 3.3.3.3. ve d() tu6i 33 3.3.3.4. ve trlnh d() hc;>c vffn 33 3.3.3.5. ve thu nh~p 34 3.3.4. Ddnh gid dq tin cgy cua thang do 34 3.3.5. Ddnh gid dnh huiJng cua cdc ye'u to' chat [U(Jng djch V{l sieu thj de'n Sf:{ thoa miin cua khdch hang 35 3.3.5.1. Xay dqng mo hlnh nghien cuu 35 3.3.5.2. Danh gia tac d()ng cua cac ye'u to' chfft lu'<;jng dich Vl;l sieu thi de'n Slf thoa man cua khach hang 37 3.3. 6. Phan tich mU:c dq tho a miin cua khdch hang vi 5 thanh phdn chat [U<;Jng djch V{l sieu thj 38 3.3.6.1. Thanh ph~n Chfft lu'<;1ng va gia ca hang h6a 39 3.3.6.2. Ho1;tt d()ng h8 tr<;1 khach hang 41 3.3.6.3. Nhan llfc va nang llfc phi;IC Vl;l 44 3.3.6.4. Thanh ph~n Phuong ti~n hii'u hlnh 47 3.3.6.5. ve muc d() tin c~y 50 TOM TAT CHUONG 3 51 CHlfONG 4: MOT so GIAI PHAP NHAM NANG CAO MUC DO THOA MAN CUA KHACH HANG VE CHAT LU(JNG DJCH vv SIEU THJ T~I CO.OPMART 52 4.1 GIOI THI~U CHUNG 52 4.2 D:E XUAT MOT so GIAI PHAP NHAM NANG CAO MDC DO THOA MAN CUA KHACH HANG VE CHAT LU<;jNG DVST 53 4.2.1. Cdc gidi phdp lien quan de'n chflt [U<;Jng va gid cd hang h6a 53 4.2.2. Gidi phdp vi cdc hoqt dqng h6 tr(J ban hang 54 4.2.3. Gidi phdp nang cao chat lu<;Jng ngu6n nhan lf:(c 59 4.2.4. Nh6m gidi phdp vi phUlYng tifn hilu hlnh 61 4.2.5. Gidi phdp gia tang mU:c dq tin c(ly 62 / 4 y'fn TOM TAT CHuvNG 4 65 • Ke't lu~n • Tai li~u tham khao • Phdn phi} ll}c DANH MVC cAc sANG BJEU • Bang 2.1: H~ th6ng chu6i sieu thi Co.opMart • Bang 3.1: Quy trlnh nghien cuu • Bang 3.2: Phan b6 cac sieu thi Co.opMart tren dia b~m TP.HCM • Bang 3.3: T6ng h<Jp s61i~u H(y mfiu • Bang 3.4: Thong tin mfiu v~ sv Iva chQn sieu thi • Bang 3.5: Thong tin mfru v~ giOi tinh • Bang 3.6: Thong tin mfru v~ d9 tu6i ciia khach hang • Bang 3.7: Thong tin mfiu v~ trlnh d9 hQc va"n • Bang 3.8: Thong tin mfiu v~ thu nh~p ciia khach hang • Bang 3.9: Cac h~ s6 tin c~y Cropach Alpha • Bang 3.10: GhH thich ky hi~u cac bie'n s6 • Bang 3.11: Ke't qua phan tich h6i quy tuye'n tinh b()i • Bang 3.12: £>iSm trung blnh ciia thanh phfin Cha"t htqng & gia ca hang h6a • Bang 3.13: Muc d9 hai long ciia khach hang v~ gia ca hang h6a • Bang 3.14: £>iSm trung blnh ciia thanh phfin Ho~t d()ng h6 tr<J khach hang • Bang 3.15: Muc d9 hai long ciia khach hang v~ dich v1:1 giao hang t~i nha • Bang 3.16: Muc d9 hai long ciia khach hang v~ ho~t d()ng khuye'n mai • Bang 3.17: £>iSm trung blnh ciia thanh phfin Nhan lvc & nang lvc ph1;1c v1;1 • Bang 3.18: Muc d9 hai long ciia khach hang v~ thai d9 ciia nhan vien khu Tv chQn • Bang 3.19: Muc d9 hai long ciia khach hang v~ thai d9 ciia nhan vien qufiy Thau ngan • Bang 3.20: Muc d9 hai long ciia khach hang v~ thai d9 ciia NV h6 tr<J • Bang 3.21: £>iSm trung blnh ciia thanh phfin Phu'dng ti~n hfi'u hlnh • Bang 3.22: Muc d9 hai long ciia khach hang v~ "ngo~i hlnh" ciia Co.opMart • Bang 3.23: Muc d9 hai long ciia khach hang v~ trang thie't bi ciia sieu thi • Bang 3.24: £>iSm trung blnh ciia thanh phfin Muc d9 tin c~y A ' A DANH M1JC Sd BO VA BO THI CAC SODO • Sd d6 2.1: Sd d6 b<) may t6 chile ciia m6i sieu thi Co.opMart • Sd d6 3.1: Mo hlnh sv tac d<)ng ciia 5 th~mh phffn cha't ht<;lng dich V\1 sieu thi de'n sv thoa man ciia khach hang DOTH! • D6 thi 3.1: Ty 1~ hai long chung ciia khach hang v€ cha't h.t<;lng dich V\1 sieu thi ciia Co.opMart A A A PHANMuBAU 1. D!TVANDE Sl;l' tang tntdng kinh te" nhfi'ng nam gffn day ciia Vit%t Nam da Utm cho doi s6ng nguoi dan ding duqc ciii thit%n va song song voi tie"n trlnh d6, nhu du tieu dung v~ v~t cha"t lfin tinh thffn ciia h9 ding gia tang. Theo quy lu~t ta"t ye"u ciia thi tru'ong, lo~i hlnh kinh doanh sieu thi - m<)t hlnh thuc ban Ie van minh, hit%n d~i - da xua"t hit%n va ngay cang chung to vai tro khong th€ thie"u trong nganh thuong m~i. Tuy nhien, qua trlnh h<)i nh~p kinh te" the" gioi da doi hoi Vit%t Nam phai mCJ cii'a thi tru'ong n<)i dia. Va voi muc d<) tieu dung tang tru'CJng nhanh ca v~ s6 lu'qng lfin cha"t lu'qng, Vit%t Nam dang trCJ thanh "di€m de"n" ha"p dfrn ciia nhi~u t~p doan phan ph6i IOn ciia nu'oc ngoai. Nhu v~y. m<)t cu<)c ch~y dua cam go gifi'a cac nha phan ph6i trong nu'oc va nu'oc ngoai da thl;l'c sl;l' xay ra. Ne'u khong chuffn bi chu dao, cac cong ty trong nu'oc kinh doanh linh Vl;l'C thuong m~i- dich Vl;l se c6 th€ bi thua ngay tren san nha. D€ tang lqi the" c~nh tranh va htu gifi' long trung thanh ciia ngu'oi tieu dung, m<)t trong nhfi'ng ho~t d<)ng rna doanh nghit%p cffn phai tie"n hanh thu'ong xuyen d6 la thoa man nhu cffu ciia khach hang. Chinh vlly do d6, tOi quye"t dinh chQn d~ tai "Nghien CUll muc dQ thoa man cua khach hang V~ chdt hiqng djch VQ sieu thj CUa h~ tho'ng sieu thj Co.opMart t~i thanh pho' H6 Chi Minh" nh~m kham pha nhfi'ng ye"u t6 g6p phffn t~o nen sl;l' hai long cho khach hang khi sii' dl;lng dich Vl;l sieu thi. Nhfi'ng ke't qua nghien cuu dinh tinh va dinh lu'qng trong nghien cuu nay se la can cu d€ tac gia d~ xua"t mQt s6 giai phap nh~m hoan thit%n cha"t luqng dich Vl;l sieu thi ciia ht% th6ng sieu thi Co.opMart. 2. MVC TIEU NGHIEN CUU Khong nhu' cac don vi san xua"t hang h6a thong thu'ong, cac doanh nghit%p kinh doanh dich Vl;l ra"t kh6 chuffn h6a cha"t lu'qng dich Vl;l bCJi vl n6 khong chi phl;l thUQC vao chinh sach chfi't lu'qng rieng CUa cong ty rna COn phl;l thu()c vao sv danh gia ciia khach hang. Chinh vl the', d~ thoa man nhu cfiu ciia khach hang va nang cao nang lvc Cl;tnh tranh, Co.opMart cfin phai bie't khach hang danh gia nhu' the' nao v~ nhil'ng dich Vl;l do mlnh cung cffp, nhil'ng ye'u t6 nao da lam hai long ho~c chua lam hai long khach hang, nhil'ng ye'u t6 nao tac d<?ng nhi~u hdn de'n nh~n thuc ciia khach hang Tren tinh thfin d6, m1;1c tieu ciia d~ tai du'<;Jc xay dl;l'ng nhu' sau: Phan tich thl;l'c tr(;lng ho(;lt d()ng cung cffp dich Vl;l ciia h<$ th6ng sieu thi Co.opMart t(;li thanh ph6 H6 Chi Minh. Phan tich sv danh gia ciia khach hang v~ cac thanh phfin chfft lu'<;Jng dich Vl;l sieu thi du'<;jc cung cffp bdi Co.opMart va nh~n d(;lng nhil'ng vffn d~ con t6n dQng. Xay dl;l'ng m()t s6 giai phap nhrtm khac ph1;1c nhil'ng di~m ye'u va huong de'n sv thoa man nhu cfiu ciia khach hang. 3. DOl TU(1NG v A PH~M VI NGHIEN cuu - D6i tu'<;Jng nghien cuu: cac ho(;lt d()ng dich v1;1 sieu thi gop phfin t(;lo nen cha't lu'<;jng dich v1;1 sieu thi. - Ph(;lm vi nghien cuu: chi nghien cuu cac ho(;lt d()ng dich Vl;l t(;li h<$ th6ng sieu thi thu()c dia ban thanh ph6 H6 Chi Minh. 4. PHUONG PHAP NGHIEN CUU Cac phu'dng phap du'<;Jc su d1;1ng chii ye'u trong nghien cuu nay bao g6m: Phu'dng phap nghien cuu khoa hQC va suy lu~n logic. - Phu'dng phap th6ng ke mota. Phudng phap phan tich h6i quy (phan tich tac d()ng ciia cac thanh phfin chfft lu'<;Jng dich v1;1 de'n sv thoa man ciia khach hang) 5. THU TH!P DU LitU Lu~n van nay du'<;jc thl;l'c hi<$n tu hai ngu6n dil' li<$u chinh: - Dil' li<$u sd ca'p: thong qua s6 li<$u di~u tra v~ muc d() thoa man ciia khach hang v~ chfft lu'<;jng dich v1;1 sieu thi t(;li h<$ th6ng Co.opMart C1 thanh ph6 H6 Chi Minh. - Du li~u thu ca'p: duqc cung ca'p bdi Saigon Co.op va s61i~u thu th~p tU' cac ngu6n thong tin d;;ti chung (Nien giam Th6ng ke, Internet, bao chi ) 6. y NGHIA THl)'C TIEN CUA DE TAl Lu~n van nay di theo huang phan tich dinh tinh ke"t hqp voi dinh lttqng thong qua ngu6n thong tin so ca'p nen c6 tinh thl}'c ti~n cao. Ke"t qua phong va'n tnfc tie"p hon 200 khach hang cua Co.opMart se cho tha'y sl}' danh gia cua hQ v€ cha't lu'qng dich Vl;l sieu thi do Co.opMart cung ung va tren co sd d6, Co.opMart se nh~n thuc du'qc nhfi'ng ye"u t6 nao c6 tffm anh hu'dng m;;tnh de"n muc d() thoa man cua ngu'oi tieu dung, nhfi'ng ye"u t6 nao con ye"u kern dn phai khilc ph1;1c. A!' ,.,., ? " 7. KET CAU CUA LUJ).N VAN Ngoai loi Md dffu va Ke"t lu~n , ke"t ca'u lu~n van bao g6m 4 chuang chinh nhu' sau: Chudng 1: Co sd ly lu~n lien quan de"n slf tho a man cua khach hang v€ cha't luqng dich v1;1 sieu thi. Chuang 2: Phan tich thl}'c tr;;tng ho;;tt d()ng cung ca'p cac dich Vl;l cua h~ th6ng sieu thi Co.opMart. Chuang 3: Danh gia muc d() thoa man nhu cffu cua khach hang khi sii' d1;1ng dich V\1 sieu thi cua h~ th6ng sieu thi Co.opMart t;;ti thanh ph6 H6 Chi Minh. Chudng 4: D€ xua't m()t s6 giai phap nh~in nang cao muc d() thoa man cua khach hang v€ cha't lu'qng dich V\1 sieu thi t;;ti h~ th6ng Co.opMart d thanh ph6 H6 Chi Minh. [...]... phO' H6 Chi Minh Cac - don vi tnfc thu()c Saigon Co.op bao g6m: • H~ thO'ng sieu thi Co.opMart • CU'a hang Be'n Thanh va T6ng d~i ly phan phO'i Gillette • Xi nghi~p nuoc cha'm N am Duong • Trung tam dich vv du lich Saigon Co.op • Va 21 thanh vien la cac HTX thu'ong m~i tren dia ban TP.HCM 2.1.2 QUA TRINH HlNH THANH VA PHAT TRI~N CUA HE THONG SIEU THI CO.OPMART 2.1.2.1 Qua trinh hinh thanh cua Co.opMart. .. lu'e"n nga y 1711211998, Lien Hi~p da tie"n hanh E>~i h9i d~ chuy~n sang ho~t d9ng theo Lu~t HTX va duqc d6i ten thanh Lien Hi~p HTX Thtidng M~i thanh phO' H6 Chi Minh theo quye"t dtnh s6 1344A/QE>-UB-KT ngay 05/0311999... mvc tieu "Co.opMart- Ndi mua s~m dang tin c~y - B:;tn oua mQi nha" (trich Mf!,c tieu Chinh sach chdt ltt(/ng cua Co.opMart) Theo dinh hu'ong phat triSn tu nay de'n nam 2015, h~ th6ng Co.opMart dlf kie'n se tang quy m6 len de'n 50 sieu thi tren toan qu6c Rieng trmig nam nay, se c6 4 sieu thi Co.opMart du' . 200 khach hang cua Co. opMart se cho tha'y sl}' danh gia cua hQ v€ cha't lu'qng dich Vl;l sieu thi do Co. opMart cung ung va tren co sd d6, Co. opMart se nh~n thuc. BJEU • Bang 2.1: H~ th6ng chu6i sieu thi Co. opMart • Bang 3.1: Quy trlnh nghien cuu • Bang 3.2: Phan b6 cac sieu thi Co. opMart tren dia b~m TP. HCM • Bang 3.3: T6ng h<Jp s61i~u. thi Co. opMart. Chuang 3: Danh gia muc d() thoa man nhu cffu cua khach hang khi sii' d1;1ng dich V1 sieu thi cua h~ th6ng sieu thi Co. opMart t;;ti thanh ph6 H6 Chi Minh.