(Luận văn thạc sĩ) dịch vụ khách hàng nghiên cứu tình huống nhà xuất bản thống kê

KKMXJUTWm MBA PROGRAM (lEMBA) rao mc Quin ifi kinh doanh Quocle "RI^M INTERNATIONAL EXECUTIVE MBA PROGRAM (leMBA) Chirong trinh cao hoc Quan trj kinh doanh Quoc te LUAN VAN TOT NGHIEP DICH VU KHACH HANG NGHIEN CUU TINH HUONG NHA XUAT BAN THONG KE DO VAN CHIEN IEMBA#3 THANG 05, 2007 INTERNATIONAL EXECUTIVE MBA PROGRAM (leMBA) Chirang trinh cao hoc Quan tn kinh doanh Quoc te BAN LUAN VAN NAY DU'OC N Q P C H O TRirOfNG DAI HOC IRVINE (HOA KY) VA KHOA QUAN TRI KINH DOANH (TRircSNG DAI HOC QUOC GIA HA NQI BAN LUAN VAN LA M Q T PHAN BAT BUQC TRONG CHLTONG TRINH DAO TAO THAC SY QUAN TRI KINH DOANH QUOC TE THANG 05, 2007 Phe duyet cua Chu-ong trinh Cao hoc quan trj kinh doanh quoc te Chu nhiem chuang trinh Toi xac nhan rang luan van da dap irng dugc cac yeu cau ciia mot iuan van tot nghiep thugc chuong trinh dao tao Thac sy Quan tri kinh doanh TS N-giu^n Nggc Anh Cm tich I igi dong Chung toi, ky ten duoi day xac nhan rang chung toi da doc toan bg luan van va cong nhan ban luan van hoan toan dap ung cac tieu chuan cLia mot luan van Thac s> quan tri kinh doanh NCS Dang Nggc Su Giao vien hiiong dan Cac vien Hoi dong (Xep thi'r tu ten theo bang chO" cai) PGS-TS Vii Tri Dung TS Tran Doan Kim NCS Dang Nggc Su DANH MUC CAC TlT VIET TAT Viet tat Dien giai NXB Nha xuat ban NXBTK Nha xuat ban Thong ke XBP Xuat ban pham SXKD San xuat kinh doanh DVKH Djch vu khach hang GIAI NGHIA T i r NGU^ C H U Y E N N G A N H Tir chuyen nganh Giai nghia Cong tac vien Nguai ben ngoai ca quan tham gia lam cgng tac vien Tac gia Nguai viet sach Bien tap vien Nguai bien tap Che ban Chuyen chCr, hinh anh tir du lieu may tinh ban in Doc bong Tim loi tren bong Sua loi Sua cac loi chinh ta danh may hoac viet sai In- hoan thien Gap, khau, ep gay vao bia, dong xen sach Can Che ban, in tren giay can Phim Che ban, in tren phim Bong Du lieu ban thao dugc in giay de sua loi Phat hanh sach Nhu ban sach MUC LUC ChtfOTigl:Gl6lTHIEU 1.1- Ly chon de tai 1.2- Muc tieu nghien cihi 1.3- Fhu-oTig phap nghien cifu 1.4- Ket cau ciia luan van Chu^oTig 2: CO SO LY LUAN 2.1- Djch vu khach hang va chat luong djch vu khach hang 2.1.1- Djch vu va dich vu khach hang a- Dich vu, tinh chdt cua dich vu b- Khach hang, phan logi khach hang c- Dich vu khach hang 12 d- Chdt lirang vd chdt lug-ng dich vu 23 e- Cac xu huang tren thi truang hien ve chdt luang DVKH IS 2.1.2- He thong sang tao - cung ung djch vu Servuction 26 a- He thong sdng tao - cung ung dich vu 16 b~ Cac yeu to quyet dinh chdt luang cua he thong 11 2.1.3- Cac yeu to xac dinh chat lugng theo quan diem khach hang 30 2.2- Quan trj chat lugng DVKH - Cach tiep can theo qua trinh 33 2.2.1- Chuc nang hoach dinh chat lugng DVKH 33 2.2.2- Chuc nang to chuc quan tri chat lugng dich vu khach hang 33 2.2.3- Chuc nang kiem tra, kiem soat 36 2.2.4- Chirc nang dieu chinh, dieu hoa, phoi hgp 39 Chuong 3: THU^C TRANG DICH VU KHACH HANG CUA NHA XUAT BAN THONG KE 3.1- Tong quan ve Nha xuat ban Thong ke 41 3.1.1- So luge ve qua trinh hinh vaphat trien 41 a~ Vcii net ve Nha xudt ban Thong ke 41 b- Ton chi, muc dich 41 c- Chuc nang, nhiem vu Al d- Qua trinh hinh vd phdt trien Al 3.1.2- Co cau to chirc, boat dong 44 3.1.3- Quy trinh boat dong dich vu xuat ban 46 Giai dogn 1: Chudn bi 46 Giai dogn 2: To chuc hien sogn, bien dich, hieu dinh 46 Giai dogn 3: Che ban, bien tap 46 Giai dogn 4: In, hodn thien Al Giai dogn 5: To chuc phdt hdnh (ban hdng) Al 3.1.4- San pham/dich vu 48 3.1.5- Khach hang cua NXB Thong ke 50 3.2- Thyc trang dich vu khach hang cua NXB Thong ke 52 3.2.1- Khach hang danh gia chat lugng DVKH 52 a- Cugc dieu tra thir nhdt 52 b- Cugc dieu tra thti hai 53 c- Cdc cugc dieu tra hdng Viet Nam chdt Im/ng cao 54 3.2.2- To chuc noi bg 55 a- Ban Gidm doc 55 b~ Ca che hogt dong kinh doanh dich vu XBP cua to chuc ngi bg 58 3.2.3- Ca sa vat chat (chat lugng ky thuat) 61 a- Van phong giao dich 61 b- May moc thiet bi 63 c- Bi quyet nghe nghiep xudt ban tdc dong den dich vu khach hdng 66 d- Giai phdp ky thuat xudt ban 68 e- Website cua NXB Thong ke 71 3.2.4- Nhan vien tiep xiic (chat lugng chuc nang) 79 (1) Ve tdc phong ngirai giao tiep 81 (2) Ung xu cua ngirai giao tiep 81 (3) San sdngphuc vu 82 (4) Quan he ngi bg 82 (5) Hinh time hen ngodi 82 (6) Khd nang tiep can 82 (7) Giao dich vai khdch hdng 82 3.3- Ket luan 83 Chu^oTig 4: MOT SO KIEN NGHI, GIAI PHAP NHAM NANG CAO CHAT LU^OTVG DVKH CUA NXBTK VA KET LUAN 4.1- Mot so kien nghj, de xuat 86 4.1.1- Lanh dao cap cao ciia NXBTK can quan triet sau sac tinh than dich vu khach hang, xay dung van hoa dich vu khach hang tai NXBTK 86 4.1.2- Sap xep lai to chirc bg may boat dong cua NXB Thong ke 89 4.1.3- Cung CO, cai tien boat dong Website 91 a- Cai tien thiet ke mai 91 b- Qudng bd trang website 93 c- Cung cdp dich vu chdm soc khdch hdng true tuyen 93 4.1.4- Xay dung quy trinh cham soc khach hang 97 4.2- Nhirng han che cua luan van va hu-ong nghien ciru tiep theo 99 4.3- Ket luan 99 Tai lieu tham khao 101 Phuluc 103 Ba ylu td tren la cac ylu to tru cdt dk thda man khach hang, va dilu ma tit ca khach hang mong dgi mua san phim hoac dich vu cua NXB la chiing phai hoan toan dang tin cay Dilu cd nghTa la yeu td san phim ludn ludn phai dugc dat len hang diu, tiip theo la ylu tl ngudi Tit ca nhiing nu cudi than thien, Idi chao mdi lich sir hay sir thuan tien, linh hoat diu khdng thi bii dip cho nhiing san phim khdng dang tin cay hay nhiing djch vu khdng dat tieu chuan Vay mudn khach hang thda man vdi san phim, dich vu cua minh, NXB hay nhin lai ylu td tren, NXB da dap ling nhu the nao, cdn khiem khuyet d nhiing dilm nao dl cd bien phap cai tien mdt tdt ban va de NXB ludn ludn vimg chac tren dudng kinh doanh Bir&c 3: Xw ly nguyen nhdn Sau biet dugc su khdng thda man cua khach hang nam d dau, NXB phai tim each xir ly nhung nguyen nhan dd de cdng viec cham sdc khach hang cua NXB mdt tdt hon Cac nguyen nhan tap trung d ITnh vuc: (1) Tinh ndng ciia he thong: NXB cd mot he thdng quan ly tdt va cd nhat quan muc tieu cham sdc khach hang tir tren xudng dudi khdng (2) Ky ndng ciia nhdn vien: Cac nhan vien cua NXB cd dugc dao tao de cd mdt thai do, hanh vi va nang lire phii hgp vdi cdng viec cua hg hay khdng Cac ky nang ca nhan cin cd qua trinh tiip xiic vdi khach hang gdm ky nang giao tiip qua dien thoai va ky nang xir ly true dien cac tinh hudng khd khan vdi khach hang * Ket luan Cham sdc khach hang cd thi quylt dinh doanh thu ciia NXB Viec lam thoa man va hd trg khach hang trudc va sau ban se thu hiit nhung khach hang mdi din vdi website cua ban va 98 thu hiit ho quay lai Ian sau Hay cung cip cho khach hang nhirng gi hg muon va ho se quay lai vdi thien y tdt! 4.2- Nhung han che cua luan van va huong nghien cuu tiep theo Luan van chi tap trung nghien cuu dich vu khach hang cua NXB Thdng ke, vi vay: - Cac ket luan nit chi ap dung cho ITnh vuc dich vu khach hang cua NXB Thdng ke - Neu mudn ap dung cac kit luan cho cac ITnh vuc khac, cin cd cac nghien cuu bd sung 4.3- Kit luan Trong mdi trudng canh tranh nhu hien nay, ngudi chien thing la ngudi mang lai sir hai Idng cho khach hang Gia ca, chat lugng san phim rit quan trong, nhung su vugt trdi thudng chi CO d cdng tac dich vu khach hang toan dien Chat lugng djch vu khach hang tdt ciing ddng nghTa vdi sir thda man cua khach hang cang dugc nang cao Do dd, lam cho khach hang hai long cd vai trd dac biet quan trgng den su tdn tai va phat trien ciia doanh nghiep Chinh vi ly do, Nha xuat ban Thdng ke dii cdn gap nhieu khd khan, ITnh vuc dich vu khach hang cdn chua tdt nhung van cd gang, ludn de cao dich vu khach hang de tri dn dinh khach hang cii lam da cho viec phat trien khach hang mdi Vdi phuang cham "khach hang la thugng de " NXBTK se khdng ngimg cai tien va hoan thien chat lugng dich vu, nd lire boat ddng dich vu khach hang, nang cao kha nang canh tranh tren thi trudng xuat ban hien Vdi dl tai "Dich vu khach hang - Nghien cuu tinh hudng NXB Thong ke" tdi hy vong se la da tai tdt dk NXBTK nghien cuu ling dung vao cdng tac dich vu khach hang Trong luan van toi da trinh bay nhiing vin dk co ban vl ly luan ciia dich vu khach hang, tren co sd phan tich thuc trang kinh doanh, thuc trang dich vu cham sdc khach hang cua NXB Thdng ke Luan van dua mdt sd tdn tai va nguyen nhan gdc rl tao nen tdn tai va dua mdt sd kien nghi, dl xuit DVKH cua NXBTK 99 Mac dil da cd ging rit nhieu, nhung trinh cd han nen khdng tranh khdi thieu sdt Vi vay tdi mong mudn nhan dugc cac y kien ddng gdp ciia cac thay, cd giao hdi ddng, ban be dl tdi hilu bilt ban van de Toi xin chan cam on! 100 TAI LIEU THAM KHAO Nguyen Van An (2003), "1001 each giir chan khach hang", NXB Van hda - Thdng tin Ha Ndi Nguyin Van An (2003), "Nghe thuat din du khach hang", NXB Van hda - Thdng tin TS Trinh Tit Dat (2005), "Bi quylt dk cd khach hang trung thanh", NXB Tir diln Bach khoa TS Trinh Tit Dat (2005), "Nghe thuat cham sdc khach hang", NXB Tir diln Bach khoa TS Trinh Tit Dat (2006), "Thai quylt dinh chit lugng dich vu", NXB Tir diln Bach khoa TS Ha Nam Khanh Giao (2004), "Marketing dich vu - Md hinh khoang each chat lugng dich vu", NXB Thdng ke TP HCM TS Luu Van Nghiem (2001), "Marketing kinh doanh dich vu", NXB Thong ke, HN TS Quach Thu Nguyet (2004), "50 viec cin lam ddi vdi khach hang", NXB Tre, TP HCM TS Quach Thu Nguyet (2005), "Cham sdc khach hang - Phat huy lgi thi canh tranh", NXB Tre, TP HCM 10 Nguyen Dinh Thiem (2006), "Hoan thien dich vu khach hang", NXB Lao ddng - Xa hdi 11 Nguyin Dinh Thiem (2006), "Nghe thuat tim kilm khach hang muc tieu", NXB Lao dong - Xa hgi 12 Jim Cathcart (2003), "Mdi quan he - chia khda dk thu phuc va giu chan khach hang" 13 Kotler, Philip (2003), "Quan tri Marketing" NXB Thdng ke 14 Nggc Hda (2006), "Hoan thien dich vu khach hang" NXB Lao ddng - Xa hdi 15 www.crmvietnam.com.vn 101 PHULUC Phu luc BANG KE DOANH SO, CHI PHI, LOI NHUAN CUA NHA XUAT BAN T H O N G KE (5 ndm, tir ndm 2002 - 2006) Don vi tinh: Trieu dong Chi phi Tdng Nam Phi phat hanh doanh thu Tdng sd Sd tien % so vdi tdng chi Phi tiep khach Loi nhuan Sd tien % so vdi tdng chi phi phi 2002 23 027,3 22 775,8 846,9 3,71 212,8 0,93 251,4 2003 23 126,2 22 852,3 909,7 3,98 242,2 1,06 272,8 2004 17 577,8 17 305,1 1.021,3 5,9 170,6 0,98 274,7 2005 14 099,2 13 880,6 815,8 6,0 157,9 1,14 218,6 2006 10 750,3 10 587,8 593,4 5,6 132,2 0,86 162,5 Ngudn: Nhd xudt bdn Thdng ke 103 Phu luc MAU CAU HOI DANH GIA TO CHlTC N O I B O NXBTK Xin anh/chi tra loi cau hdi ve td chuc ndi bd NXBTK sau: (1) Md hinh co cau td chu:c hien cd hay khdng phii hgp vdi hoat dong djch vu khach hang cua NXBTK? (2) Cac phdng deu cd chirc nang kinh doanh (nhu chirc nang, nhiem vu cua NXBTK), nhu vay cd thuan lgi cho cdng viec DVKH NXB hay khdng? (3) Cd y kien cho rang NXBTK can phai tai co cau td chirc, sap xep cac phdng theo hudng chuyen mdn hda dl tap trung sire manh tur cac phdng kinh doanh, de nang cao nang suit, chit lugng XBP Anh/chi ddng y hay khdng? 104 Phu luc MAU PHIEU DIEU TRA CHAT LLTONG DVKH CUA NXBTK Phieu danh gia chat liroTig dich vu khach hang cua NXBTK Kinh giri quy khdch hdng Dich vu khach hang la mot loai dich vu, mirc dp phuc vu ciia dich vu nhim nang cao mdi quan he tdt giira NXBTK vdi khach hang Tu'c la, mure cham sdc khach hang tir liic cdn la tiem nang, sau la khach hang den tham, khach hang la ngudi mua hang, khach hang thudng xuyen, khach hang trung Vdi phuong cham "khach hang la thugng de" va mong mudn cdng tac cham sdc khach hang cang tdt hon NXBTK de nghi quy khach hang tham gia danh gia chat lugng djch vu khach hang cua NXBTK qua cac cau hdi dudi day Tdt nhat cham diem 10, kem nhit cham diem 1, tiiy tiing muc ma cham diem vao d vudng ben canh A- Chdt Iwang ky thuat (ca s& vat chdt) 1) He thdng may tinh va may cdng cu trg lire ciia NXBTK phuc vu khach hang I—I 2) Web site cua NXBTK Phuc vu khach hang d mirc dp nao: I—I 3) Giai phap ky thuat phuc vu khach hang dat d mure dp nao: I—I 4) Bi quylt nghi nghiep phuc vu khach hang dat d mirc dp nao: I—I 5) Van phdng giao tiip phuc vu khach hang dat d mirc dp nao; I—I B- Chat Iwang chitc ndng (Nhdn vien tiip xuc) 6) Tac phong nhan vien tiip xiic '—' 7) Ung xu nhan vien tiip xiic '—' 8) Tinh thin sin sang phuc vu ciia nhan vien tiep xiic I—I 9) Quan he ndi bd cua nhan vien tiip xiic I—' 10) Hinh thuc ben ngoai ciia nhan vien tiip xiic '—I 11) Kha nang tiip can cua nhan vien tiep xiic •—" 12) Giao djch vdi khach hang cua nhan vien tiep xiic •—' Sau chim xong xin quy khach hang gui e-mail cho NXBTK theo dia chi: nxbthongke-cbi@fpt.vn hoac nxbthongke@hnn.vn NXBTK xin chan cam an quy khach hang da tham gia danh gia chit lugng DVKH 105 Phu luc PHIEU DIEU TRA CHAT LU^ONG DICH VU PHIDU DIDU TRA CHDT LDDNG DDCH VD KdNHGDIQUfKHdCHH NG NH XUDT BDN THDNG Kd DD NGHD UNG/B VU! LUNG CHO BiDT: VDA QUA UNG/B DO V DANG SD DDNG DDCH VD XUDT BDN CDA NXB THDNG KG, DIDU GO DDDIDOYKHIDN UNG/B CHDM DDT HDP T6C VDI NH XUDT BDN THDNG KO (XINVUILONGDdNHDDUX V OU VUUNGBCJNCDNH) I / SD CHDM DDT HDP T6C NDU KHUNG NHDN DDDC SD QUAN TOM: I I SD CHDM DDT HDP T6C KHI KHUNG NHDN DDDC SD NHIDT TONH TD NH XUDT BDN: Q SD CHDM DDT HDP T6C KHI KHUNG CO THIDN CHO GlYP DD HODC KHUNG CH? f DDN NHU CDU CDA KH6CHH NG: \ | SD CHDM DDT HDP Tdc KHI CdN BD, NHON VKJN NH XUDT BDN KHUNG TUN TRDNG V HDA SUUNG: Q SO CHDM DDT HDP Tdc KHI CdCNHONVlON GIAO TIDP DDCH VD [ ^ CDA NXB KHUNG NDM VDNG NHDNG KIDN THDC CD BDN VDXUDT BDN SD CHDM DDT HDP Tdc KHI CDM THDY NHONVlONNH XUDT BDN LJ l | COI THDDNG SO CHDM DDT HDP Tdc KHI NHON VidN NH XUDT BDN KHUNG TRUNG THDC TRONG LDINOI V H NHDDNG: SD TD CHDI KHUNG MUA SdCHCDA NH XUDT BDN KHI Gid DOT: PHIOUOIDU TRA XIN UNG/B GOI VO PHONG SdCH TIN HOC V G160TR0NH-NH XUOT BON THONG Kd THEO OOA CHO 86-98 THOYKHUa-TOY HO-H NOI HOOC GOI EMAIL nnsi NmrNONGKE-CBmFPT VN 106 Phu luc GIAY DANG KY MUA SACH QD Mat trudc la phong bi thu in sin, dan tern tao dilu kien thuan loi cho khach hang gui dang ky mua sach den NXBTK ' a 9«lfli* I J i ^ ^ - NHA XU/(T BAN THdfJG Ke s a sa Thyy KJw* ray Hd - Hi N0< Eyii 04 4714«3: FaK 04 473 714 Mat sau phong bi thu la mau dang ky mua sach in sin dl cho khach hang ghi thdng tin can thiet dang ky mua sach 107 Cd q u a n : C N G H O A X A H O I C H U N G H U VIET NAM DANG KY MUA SACH Kinh giii: N H A XV.KT (SG-98Tn\iy K h u « T^iy H^) BAN T H N G K E {PHC3NG SACH TH-GT) Ha N^i; Tul: 04 » 471 4M:i; FJIX; 04 ?t4T.17l4> CfH DUNG DE QUANG CAO TREN CAC LOAI PHUONG TIEN TRUYEN THONG CO DUONG DAN DEN WEBSITE DE XEM CHI T I T T BO S A C H ••iiOfxr-N j)t MAltUTWtTMHIC < • ^ ^ ^ VE KHH T! A/.c Gra1^-f ili ^v quy^y, rtc- hr.\ xutfi bcn ifi*tt k^dr.h va x«s o.jn o viei 'torn 109 Phu luc HINH ANH DUNG DE QUANG CAO TREN CAC LOAI FHI/ONG TIEN TRUYEN THONG CO DU^CXNG DAN DEN WEBSITE DE XEM CHI TIET !ll!*LtfJ!!i^ 3ie Dc pa ^ M r v bMiJ b«CO -MP l£R4ar A t \ Smin fiscw NQOB 'lirfl e v q ucni I n i l IS Lmitlttepi'Jctai II 06iqjrir V ^ ^ : d ^ iif'V^K' 441? ^ I w tilt ti*> G>« IB!* b u ri-o 3) i^< d i l lan (tocux I'Ja wHi b>i t i ^ U 'CtQcm* v d o l v i M SA-pcitn t b ^ ^ •^ IV 'j>r ;»}4* c*o Ud£>o- H4 r4to ằ'CrnffuOnokr+jT* i l l ãô& bai rOv X -Vl nttro t h twJc rA oUq «Mti Al i L ^ luc c>Tm£: T X r f l ^ t i k »wn [ha «iSt firii Ml n f ;«> c u t n i l dmng ã ^ 8aiUpKiBHreôit n i M t SMI i -'J» i t' ! Z Cot u r g M pi^on n:i t n i ti Cdi.O/igrOltiTitttc U l •)(• < i U < K ^ MFfI •; -ot ii"k '•^ *'i*' oo' -86, B -5 - + + 12,48 • 3,67 u % tang giam so vai 2002 cham so khach hang Danvi tinh ' trieu don t i0 0\ • ^ in fN H IS fN fN ' cs ,(0) »