Các giải pháp nâng cao sự thỏa mãn khách hàng khi mua sắm tại hệ thống siêu thị coop mart trên địa bàn TP hồ chí minh

CHÍ MINH KHÁCH HÀNG CO.OP MART TP Chí Minh 1 CHÍ MINH Chun n 60.34.05 i tơi xin tâm giúp tơi hồn thành , tơi xin hai , góp ý và cho tơi n sau xin tơi hồn ý Q q báu t góp ii nghiêm túc Cơ iii k , mơ hình iv Trang i ii iii iv vi vii viii 1.1 1.1.1 1.1.2 1.1.3 1.2 11 1.2.1 11 1.2.2 12 1.2.3 .13 1.2.4 14 1.3 19 22 22 2.1 22 2.1.1 22 2.1.2 24 2.1.3 25 2.1.4 26 v 2.2 31 2.2.1 31 2.2.2 32 2.2.3 37 2.2.4 48 2.3 52 2.3.1 52 2.3.2 .55 57 57 3.1 57 3.2.1 57 3.2.2 57 3.2 58 3.2.1 59 3.2.2 61 3.2.3 63 3.2.4 63 3.2.5 64 3.2.6 66 3.2.7 68 3.3 70 72 74 76 m 76 78 81 87 91 93 vi Trang 27 .31 .34 36 39 .42 47 49 : 50 51 vii Trang Hình 1.1: Hình 1.2: 10 Hình 1.3: 17 Hình 1.4: .18 Hình 1.5: 31 Hình 2.1: S 25 38 : 38 39 Bi .39 39 .44 .44 viii ACSI CBCNV CP CSI Cty DVTM ECSI HTX HVNCLC GTTB Saigon Co.op SI TP TTTM UBND VSATTP WTO XHCN XNK : : : : : : : : : : : : : : : : : : : American Customer Satisfaction Index Customer Satisfaction Index Công ty European Customer Satisfaction Index Sai Gon Union of Trading Co.operatives Satisfaction Index y ban nhân dân World Trade Organization 80 F MÃI CTKM1 CTKM2 CTKM3 G GTGT1 GTGT2 GTGT3 STM1 siêu ? STM2 STM3 Anh STM4 C THÔNG TIN CÁ NHÂN _ Nam 20tr - 10tr Trên 20tr XIN CHÂN THÀNH C M N S H P TÁC C A ANH/CH ! 81 Ph l c 3: Phân tích tin c y c Reliability Statistics Cronbach's Alpha Based on Standardized Items Cronbach's Alpha 875 N of Items 875 Inter-Item Correlation Matrix CLU1 CLU1 CLU2 CLU3 CLU4 CLU5 CLU2 1.000 847 673 671 448 CLU3 847 1.000 675 637 462 CLU4 673 675 1.000 651 338 CLU5 671 637 651 1.000 421 448 462 338 421 1.000 Item-Total Statistics Scale Mean if Item Deleted CLU1 CLU2 CLU3 CLU4 CLU5 Scale Variance if Item Deleted 15.12 15.15 15.38 15.25 15.39 7.438 7.909 8.099 7.515 9.198 Corrected Squared Cronbach's Item-Total Multiple Alpha if Correlation Correlation Item Deleted 818 814 710 723 476 754 746 550 539 245 Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items 897 N of Items 900 Inter-Item Correlation Matrix CLU1 CLU1 CLU2 CLU3 CLU4 1.000 847 673 671 CLU2 847 1.000 675 637 CLU3 673 675 1.000 651 CLU4 671 637 651 1.000 819 823 846 844 897 82 Item-Total Statistics Scale Mean if Item Deleted CLU1 CLU2 CLU3 CLU4 Corrected Squared Cronbach's Item-Total Multiple Alpha if Correlation Correlation Item Deleted Scale Variance if Item Deleted 11.44 11.47 11.70 11.57 5.106 5.529 5.583 5.186 827 815 740 721 753 740 549 526 847 855 879 890 Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items 798 N of Items 805 Inter-Item Correlation Matrix GIA1 GIA1 GIA2 GIA3 GIA2 1.000 578 524 GIA3 578 1.000 634 524 634 1.000 Item-Total Statistics Scale Mean if Item Deleted GIA1 GIA2 GIA3 Scale Variance if Item Deleted 7.21 7.17 6.80 2.668 2.418 3.165 Corrected Squared Cronbach's Item-Total Multiple Alpha if Correlation Correlation Item Deleted 612 689 653 375 485 440 Reliability Statistics Cronbach's Alpha 829 Cronbach's Alpha Based on Standardized Items 840 N of Items 761 677 732 83 Inter-Item Correlation Matrix CLO1 CLO1 CLO2 CLO3 CLO4 CLO2 1.000 483 540 489 CLO3 483 1.000 664 574 CLO4 540 664 1.000 654 489 574 654 1.000 Item-Total Statistics Scale Mean Scale Corrected Squared Cronbach's if Item Variance if Item-Total Multiple Alpha if Deleted Item Deleted Correlation Correlation Item Deleted CLO1 CLO2 CLO3 CLO4 10.66 10.70 10.87 10.99 4.646 4.642 4.988 5.347 579 673 747 674 340 487 578 479 831 777 749 783 Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items 833 835 Inter-Item Correlation Matrix TDO1 TDO1 TDO2 TDO3 TDO4 TDO2 TDO3 TDO4 1.000 718 609 575 718 1.000 494 441 609 494 1.000 512 575 441 512 1.000 Item-Total Statistics Scale Mean Scale Corrected Squared Cronbach's if Item Variance if Item-Total Multiple Alpha if Deleted Item Deleted Correlation Correlation Item Deleted TDO1 TDO2 TDO3 TDO4 10.00 10.05 10.25 10.24 3.493 3.701 4.061 3.789 785 653 635 590 638 521 415 373 732 793 802 823 84 Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items 725 N of Items 734 Inter-Item Correlation Matrix MTR1 MTR1 MTR2 MTR3 MTR4 MTR2 1.000 573 549 324 MTR3 573 1.000 631 242 MTR4 549 631 1.000 133 324 242 133 1.000 Item-Total Statistics Scale Mean Scale Corrected Squared Cronbach's if Item Variance if Item-Total Multiple Alpha if Deleted Item Deleted Correlation Correlation Item Deleted MTR1 MTR2 MTR3 MTR4 10.03 9.86 10.08 10.10 3.543 3.163 3.478 4.109 644 637 563 270 426 478 456 119 Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items 807 N of Items 808 Inter-Item Correlation Matrix MTR1 MTR1 MTR2 MTR3 1.000 573 549 MTR2 573 1.000 631 MTR3 549 631 1.000 597 586 635 807 85 Item-Total Statistics Scale Mean Scale Corrected Squared Cronbach's if Item Variance if Item-Total Multiple Alpha if Deleted Item Deleted Correlation Correlation Item Deleted MTR1 MTR2 MTR3 6.77 6.60 6.82 2.240 1.811 1.955 622 685 668 387 471 450 773 706 723 Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items 856 867 Inter-Item Correlation Matrix CTKM1 CTKM2 CTKM3 CTKM1 CTKM2 CTKM3 1.000 610 594 610 1.000 848 594 848 1.000 Item-Total Statistics Scale Mean Scale Corrected Squared Cronbach's if Item Variance if Item-Total Multiple Alpha if Deleted Item Deleted Correlation Correlation Item Deleted CTKM1 CTKM2 CTKM3 6.56 6.75 6.77 1.389 1.401 1.555 627 799 793 394 736 728 915 731 753 Reliability Statistics Cronbach's Alpha 923 Cronbach's Alpha Based on Standardized Items 923 N of Items 86 Inter-Item Correlation Matrix GTGT1 GTGT2 GTGT3 GTGT1 GTGT2 GTGT3 1.000 883 741 883 1.000 777 741 777 1.000 Item-Total Statistics Scale Mean Scale Corrected Squared Cronbach's if Item Variance if Item-Total Multiple Alpha if Deleted Item Deleted Correlation Correlation Item Deleted GTGT1 GTGT2 GTGT3 7.79 7.78 7.95 2.303 2.272 2.354 860 889 782 788 813 618 874 851 938 Reliability Statistics Cronbach's Alpha Based on Standardized Items Cronbach's Alpha 780 N of Items 781 Inter-Item Correlation Matrix STM1 STM1 STM2 STM3 STM4 STM2 1.000 437 634 427 437 1.000 480 445 STM3 634 480 1.000 408 STM4 427 445 408 1.000 Item-Total Statistics Scale Mean Scale Corrected Squared Cronbach's if Item Variance if Item-Total Multiple Alpha if Deleted Item Deleted Correlation Correlation Item Deleted STM1 STM2 STM3 STM4 10.70 10.71 10.64 10.87 2.081 2.068 1.793 2.206 637 560 640 517 446 317 460 275 704 740 698 760 87 Ph l c 4: Phân tích nhân t àng KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Approx Chi-Square Sphericity df Sig Communalities Initial Extraction CLU1 1.000 852 CLU2 1.000 818 CLU3 1.000 796 CLU4 1.000 739 GIA1 1.000 826 GIA2 1.000 777 GIA3 1.000 783 CLO1 1.000 759 CLO2 1.000 750 CLO3 1.000 762 CLO4 1.000 716 TDO1 1.000 827 TDO2 1.000 647 TDO3 1.000 660 TDO4 1.000 647 MTR1 1.000 712 MTR2 1.000 791 MTR3 1.000 726 CTKM1 1.000 728 CTKM2 1.000 899 CTKM3 1.000 882 GTGT1 1.000 891 GTGT2 1.000 907 GTGT3 1.000 842 Extraction Method: Principal Component Analysis .800 3.965E3 276 000 88 Total Variance Explained Initial Eigenvalues Component Total % of Variance Cumulative % 8.666 36.107 36.107 2.376 9.900 46.007 2.181 9.087 55.094 1.722 7.177 62.270 1.547 6.445 68.715 1.137 4.737 73.453 1.107 4.614 78.066 793 3.306 81.372 592 2.469 83.841 10 580 2.418 86.259 11 481 2.003 88.262 12 389 1.619 89.881 13 361 1.502 91.383 14 353 1.470 92.854 15 297 1.237 94.091 16 275 1.147 95.237 17 250 1.040 96.277 18 192 801 97.078 19 180 752 97.830 20 161 670 98.500 21 123 510 99.010 22 099 413 99.423 23 076 316 99.739 24 063 261 100.000 Extraction Method: Principal Component Analysis Extraction Sums of Squared Loadings Total 8.666 2.376 2.181 1.722 1.547 1.137 1.107 % of Variance 36.107 9.900 9.087 7.177 6.445 4.737 4.614 Cumulative % 36.107 46.007 55.094 62.270 68.715 73.453 78.066 Rotation Sums of Squared Loadings Total 3.183 2.886 2.816 2.696 2.616 2.366 2.172 % of Variance 13.263 12.027 11.735 11.232 10.902 9.858 9.050 Cumulative % 13.263 25.290 37.025 48.256 59.159 69.016 78.066 89 Rotated Component Matrixa Component CLU1 367 076 183 005 809 CLU2 280 -.018 171 078 834 CLU3 157 073 070 341 786 CLU4 111 194 160 054 783 GIA1 048 225 004 -.015 -.057 GIA2 175 -.087 242 108 148 GIA3 273 -.067 217 327 096 CLO1 -.082 110 221 -.167 807 CLO2 202 177 227 309 663 CLO3 103 152 061 208 801 CLO4 183 124 028 407 698 TDO1 249 192 140 020 808 TDO2 220 193 203 150 703 TDO3 127 185 191 139 743 TDO4 234 -.051 037 289 707 MTR1 251 116 378 152 665 MTR2 142 218 055 064 835 MTR3 -.009 190 112 187 730 CTKM1 138 131 272 126 473 CTKM2 070 020 081 099 176 CTKM3 143 120 089 082 144 GTGT1 181 321 157 175 824 GTGT2 134 237 234 106 870 GTGT3 206 056 064 096 865 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations 121 044 076 130 -.009 -.066 167 004 197 146 098 152 055 004 069 165 136 297 609 920 901 105 048 136 094 082 143 174 877 801 716 106 229 136 062 177 020 -.036 000 -.023 016 147 083 017 -.026 094 085 128 90 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square df Sig .750 246.375 000 Communalities Initial Extraction STM1 1.000 663 STM2 1.000 567 STM3 1.000 678 STM4 1.000 514 Extraction Method: Principal Component Analysis Total Variance Explained Comp onent Initial Eigenvalues Total % of Variance Extraction Sums of Squared Loadings Cumulative % 2.421 60.536 60.536 665 16.618 77.154 554 13.838 90.992 360 9.008 100.000 Extraction Method: Principal Component Analysis Total % of Variance Cumulative % 2.421 60.536 60.536 Component Matrixa Component STM1 814 STM2 753 STM3 824 STM4 717 Extraction Method: Principal Component Analysis a components extracted 91 Ph l c 5: Ki nh Pearson Correlations CLU TDO CLO GTGT CLU Pearson Correlation 000 000 000 Sig (2-tailed) 1.000 1.000 1.000 N 220 220 220 220 TDO Pearson Correlation 000 000 000 Sig (2-tailed) 1.000 1.000 1.000 N 220 220 220 220 CLO Pearson Correlation 000 000 000 Sig (2-tailed) 1.000 1.000 1.000 N 220 220 220 220 GTGT Pearson Correlation 000 000 000 Sig (2-tailed) 1.000 1.000 1.000 N 220 220 220 220 MTR Pearson Correlation 000 000 000 000 Sig (2-tailed) 1.000 1.000 1.000 1.000 N 220 220 220 220 CTK Pearson Correlation 000 000 000 000 M Sig (2-tailed) 1.000 1.000 1.000 1.000 N 220 220 220 220 GIA Pearson Correlation 000 000 000 000 Sig (2-tailed) 1.000 1.000 1.000 1.000 N 220 220 220 220 ** ** ** STM Pearson Correlation 305 431 328 374** Sig (2-tailed) 000 000 000 000 N 220 220 220 220 ** Correlation is significant at the 0.01 level (2-tailed) MTR CTKM 000 000 1.000 1.000 220 220 000 000 1.000 1.000 220 220 000 000 1.000 1.000 220 220 000 000 1.000 1.000 220 220 000 1.000 220 220 000 1.000 220 220 000 000 1.000 1.000 220 220 ** 366 241** 000 000 220 220 GIA 000 1.000 220 000 1.000 220 000 1.000 220 000 1.000 220 000 1.000 220 000 1.000 220 220 265** 000 220 STM 305** 000 220 431** 000 220 328** 000 220 374** 000 220 366** 000 220 241** 000 220 265** 000 220 220 92 Correlations STM STM1 STM2 STM4 717** 000 000 000 N 220 220 220 ** STM1 Pearson Correlation 814 437** Sig (2-tailed) 000 000 N 220 220 220 ** ** STM2 Pearson Correlation 753 437 Sig (2-tailed) 000 000 N 220 220 220 ** ** STM3 Pearson Correlation 824 634 480** Sig (2-tailed) 000 000 000 N 220 220 220 ** ** STM4 Pearson Correlation 717 427 445** Sig (2-tailed) 000 000 000 N 220 220 220 ** Correlation is significant at the 0.01 level (2-tailed) 220 634** 000 220 480** 000 220 220 427** 000 220 445** 000 220 408** 000 220 Sig (2-tailed) 814 000 753 ** STM3 ** STM Pearson Correlation ** 824 220 408** 000 220 220 93 Ph l c 6: Phân tích h i quy n tính b i Variables Entered/Removedb Model Variables Removed Variables Entered GIA, CTKM, MTR, GTGT, CLO, TDO, CLUa a All requested variables entered b Dependent Variable: STM Method Enter Model Summary Model R Adjusted R R Square Square Std Error of the Estimate Change Statistics R Square Change 888a 789 782 46728324 789 a Predictors: (Constant), GIA, CTKM, MTR, GTGT, CLO, TDO, CLU F Change df1 df2 Sig F Change 112.994 212 000 ANOVAb Sum of Squares df Mean Square F Sig Regression 172.709 24.673 112.994 000a Residual 46.291 212 218 Model Total 219.000 219 a Predictors: (Constant), GIA, CTKM, MTR, GTGT, CLO, TDO, CLU b Dependent Variable: STM 94 Coefficientsa Unstandardized Coefficients Model B (Constant) Standardized Coefficients Std Error 2.844E-16 032 CLU 305 032 TDO 431 CLO Beta t Sig .000 1.000 305 9.666 000 032 431 13.645 000 328 032 328 10.391 000 GTGT 374 032 374 11.843 000 MTR 366 032 366 11.588 000 CTKM 241 032 241 7.636 000 GIA 265 a Dependent Variable: STM 032 265 8.398 000 ... này, WTO p cho khách mãn khách hàng - i pháp nâng cao Co.op Mart giúp Co.op Mart th M C TIÊU C TÀI Co.op Mart NG VÀ PH M VI NGHIÊN C U op Mart .oop Mart U : khám phá - - : khám phá nghiên c -... giao ), trí) VIP) mơi - trình nâng cao khách hàng 22 A MÃN KHÁCH CO.OP MART 2.1 GI I THI U CHUNG V H TH NG H TP H CHÍ MINH (SAIGON CO.OP) VÀ H I TH NG SIÊU TH CO.OP MART 2.1.1 L ch s hình thành... sinh 2000, , Mart hàng Nam Ngoài ra, Co.op Mart hàng riêng Co.op Mart g SGC Co.op Mart y - an tâm Saigon Co.op Co.op Mart khơng có hàng hóa - - hàng 29 Mart 2.1.4.3 2 óa thơng tin tài Mart 2.1.4.4