THONG TIN NHCTNG NHAN T 6 T A C O O N G D £ N K H A C H H A N G SCTDUNG DICH VU ve SINH CONG NGHIEP TAI HA NOI Nguydn Binh Minh* Phan tich khach hang la mdt trong nhflng yeu td'''' quan trpng khi tie''''n h[.]
THONG TIN NHCTNG NHAN T TAC OONG D£N KHACH HANG SCTDUNG DICH VU ve SINH CONG NGHIEP TAI HA NOI Nguydn Binh Minh* Phan tich khach h a n g la mdt nhflng yeu td' quan trpng tie'n hanh nghien cflu thi trUdng Nhd nghien cflu nay, nhflng ngfldi lam cdng t i c Marketing cd the giii d i p dfldc nhflng cau hdi mang tinh nen tang cho viee de xuat eae dinh hudng cho doanh nghiep n h i m dap flng ddi hdi cua khach hang Tren ed sd tie'n hanh dieu tra 56 ddi tfldng khach hang la td chflc va 100 dd'i tfldng khach hang la cac ca nhan cua dich vu ve sinh cdng nghiep Bai viet cung cip thdng tin ve khach hang dfla tren 07 tieu chi de khach hang Ifla chpn dich vu va 06 tieu chi khach hang khdng sfl dung tiep dich vu cua nha cung flng Nhflng thdng tin giup cac doanh nghiep biet dfldc dac diem ciia tflng loai ddi tfldng khach hang de tfl dd cd nhflng Ifla chpn phfldng an kinh doanh phfl hdp K h a c h h a n g la t o chijfc Khi nghien cflu k h i c h hang cua dich vu ve sinh cdng nghiep la cac td chflc, ta cd the phan chia dd'i tfldng t h a n h nhflng khach hang chu yeu sau: Benh vien, TrUdng bpc, Nha may, khu cdng nghiep, Tda nha van phdng, Cac cd quan nha nUdc Cac ddi tUdng cd nhflng dac diem rieng biet nhUng tUu chung cd ye'u to' ma cac nhdm khach hang quan tam dd la: chat lUdng dich vu, gia, chiet khau hoa hdng Tfly vao tflng loai ddi tfldng ma cac ye'u td tren cd nhflng thfl tfl dfldc flu tien khac Trong cac khach hang la td chflc cd ddi Hinh 1.1 Tieu chi lua chon dich vu cua khach hang • Quan Irong nhat • Quan trpng o Tuong doi quan trpng Gia • It quan trpng • Ktiong quan trpng CLDV Khuyen CSKH Uy tin Trung On dinh Thoi gian mai congty te ^^.^^^ cung vien an ^^P DV Ngudn: Tac gia di6u tra * Nguyin Binh Minh, Thac sy Kinh te, Cong ty TNHH nha sach Viet Nam QUAN LY KINH TE So 40 (5/2011) THONG TIN NHCTNG NHAN TO T A C B Q N G DE'N K H A C H HANG tfldng khach hang cd dac diem gidng nhau: Benh vien, trfldng hpc, cac cd quan nha nfldc Ba ddi tfldng khach hang cd met sddiem tfldng ddng: kinh phi nha nfldc cip; sd Ifldng nhan vien ve sinh cdng nghiep sii dung tfldng ddi Idn, thfldng tfl 10 cho de'n 100 nhan vien lam sach; tie'n hanh chpn nha eung cap dich vu thfldng tie'n hanh td chflc dau thiu; khach hang quan tam nhieu den khuyen mai Khi tien hanh dau thiu, cac khach hang thUdng da chpn trUde dUdc nha cung cap dich vu lam sach nhUng qui dinh hien nen hp v i n thUdng phai tien hanh td chflc dau thiu Dd'i tfldng khach hang thfldng tao rao c i n ki thuat nhim hdp le viec Ifla chpn trfldc nha thau ddi vdi nha cung cap Khi Ifla chpn nha cung cap, ddi tfldng khich hang thfldng cd Ifla chpn trfldc, viec td chflc d i u t h i u phin Idn chi la hinh thflc Sd Ifldng nhan vien ve sinh cdng nghiep sfl dung tai day thfldng tfl 10 de'n 20 nhan vien Mflc gia ma dd'i tfldng chap nhan thfldng tfl 2.5 de'n trieu/1 nhan vien ve sinh Ddi tfldng khach hang la td chflc thfl hai cd nhflng yeu ciu tfldng doi nhfl la: toa nha, van phdng Showroom, va khu cdng nghiep Ddi tfldng khach hang cd hai tieu chi ma hp ludn quan tam la: gia ca va chat Ifldng dich vu Tuy vac loai hinh ma tieu chi gia hay chat Ifldng dich vu dfldc dat len trfldc Khach hang thudc khu cdng nghiep thfldng la cac cdng ty tfl nhan, cdng ty hen doanh vdi nfldc ngoai, cdng ty cd 100% vdn nude ngoai Ddi tUdng khach hang cd hai tieu chi dac biet quan tam la: chat lUdng dich vu, gia dich vu Khach hang la cdng ty nUde thudng quan tam den gia, cdn chat lUdng dich vu yeu cau thUdng d mUc thap hdn Ddi tUdng khach hang cd mdt sd' dac diem sau: Ddi tUdng khach hang la td chflc nha nfldc cd dac diem rieng: rao can kl thuat cao cac nha cung cap dich vu ve sinh cdng nghiep lam sach mudn eung cap dich vu Rao can ki thuat p h i n Idn la: tieu chuan ISO 9001 va chflng chi dao tao lam sach Bo y te cap Tieu chi cham sdc khach hang va gia la nhflng tieu chi quan trpng thfl hai ma ddi tfldng quan tam Quyen thfldng Ifldng cua ddi tfldng khach hang la Idn Hinh 1.2 Tieu chi lua chon dich vu cua Khu Cong nghiep ^ ^ I I aI I il I I • Quan trpng nhat • Quan trpng Tuong doi quan trpng D li quan trpng • Gia Chat luijng dich vu KhuySn mai Chinh sach Ishach hang Uytin cflng ty Ttijng On dinh thi/c taidi/an nhSn vi6n Khong quan trpng Thdi gian cung capDV Ngudn: Tac gia dieu tra 8640(5/2011) QUAN LY KINH TE y j j l j j THONG TIN NHQNG NHAN TO TAC DONG DEN KHACH HANG - Mflc gia chap nhan thfldng tfl: 2,3 den - Sd' lUdng nhan vien ve sinh cdng nghiep 2,8 trieu/ nhan vien lam sach e i n Idn, thUdng tfl den 50 nhan vien - Cac rao can kl thuat (ISO 9001-2000, Li khien dd'i tfldng khach hang nam kinh nghiem boat ddng ) g i n nhfl thay dd'i nha cung cap p h i n Idn chat khdng cd cic nha cung cap dich vu lam Ifldng dich vu khdng td't, tinh trung thUc ciia sach mud'n tiep xfle de cung cap dich vu nhan vien kem yeu to': tinh trung thflc ciia nhan vien ve Dd'i tUdng khach hang thudc tda nha, van phdng, phdng trUng bay cd the chia ddi tUdng chinh: td chflc nha nfldc va cac cdng ty tfl nhan Hai ddi tfldng khach hang cd cd tieu chi chung la: chat Ifldng dich vu va tinh trung thflc dat len hang dau sinh, sfl dn dinh tai dfl an va cham sdc Ddi tUdng khach hang la cac cdng ty tU khach hang la nhflng tieu chi ma ddi tfldng nhan cflng cd nhflng dac diem rieng: rao can khach hang ludn quan tam ki t h u a t la thap, cac nha cung cap dich vu - Quyen Iflc thfldng Ifldng ciia khach hang Idn ddi vdi cdng ty eung cap dich vu ve sinh - Dp nhay cam ve gia khdng eao - Ben eanh tieu chi chat Ifldng dich vu thi Hinh 1.3 Ly khach hang Khu cdng nghiep khdng sur dung tiep djch vu Cham soc KH l