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Theo dmh ngbla nay tbi sQ mong dpi cua kbacb bang se tac ddng den djcb vu hp nhan dddc td nba ban le va nban thQc dich vu CLia khach hang phu thupc vao kinb nghiem mua sam trudc day[r]
(1)I NGHIEN ciiu-TRAO Ddl
lie dich vu khach hang ciia cac cia hang han li
Imt dia ban "Xd QiM
TS PHAN TH| THU HOAI Dai hpc Thuang mai
Dich vu kbacb bang la mdt nhQng yeu td quan trpng de tbu but va giO ehan cac kbacb bang cua cac cda bang ban le (CHBL) Dich vu kbacb bang cua CHBL rat quan trpng vl nd la yeu to cd the tao sdc tbu hut vdi kbacb hang, cd the tao sQ trung tbanb d kbacb hang Ddng thdi nd cd the trd tbanb yeu to tao ldi the canh tranh cua cQa hang vdi cac ddl tbu Do dd, pbat tnen cac djcb vu kbacb hang cua CHBL nham dap Qng td't bdn nbu cau cua kbacb hang la mdt nhung van de can quan tam, dae biet bdi canh canh tranh cang cao ddl vdi he thd'ng ban le cua nudc ngoai
1 Ban chat cua d|ch vu khach hang cua CHBL
Djch vu khach hang cua CHBL ed the nbln nban theo nhieu each khac Quan mem thd nha't cho rang dich vu khach hang la ly tdn tai cua mdt CHBL Cac CHBL tdn tai la de cung Qng dich vu cho kbacb bang nham tbu dQdc ldi nhuan, nen tat ca cac Unh vQc chQc nang cua CHBL deu tap trung bd sung gia tri vao san pham cung Qng cbo khach hang va de bd sung dQpc gia tri gia tang thi cac Unh VQc chdc nang phai cung Qng djcb vu tdi cac khach hang
Dich vu khach hang cua mdt CHBL cdn dQpc coi la cac boat ddng cua cQa bang cung Qng cac tbiet bj, loi icb va mdi trQdng cd vai trd nhQ la sQ gia tang gia tn cua mdi quan be trao ddi cd ban gida cac san pham hiang hda dQdc ban cua cQa bang
1 I THUONB MAI So 24/2009
va khoan tien phai tra Cac dicb vu kbacb hang cua CHBL thudng bao gdm: chap nhan the tin dung, ddi hang, gid hoac xe day chQa hang, trdng tre trinh dieh hang hda, dich vu thdng tin, cung cap tin dung, lap rap san pham, bao gdi san pham phdng thay dd, trung bay hang hda, cac dicb vu tai cbinh, cung cap sec, giao bang theo yeu cau, dda hang hda xe cho kbacb bang, cac nba hang, hang mau, cac dich vu di kem
Ngoai ra, djch vu kbacb hang duoc cbo la nban thQc cua cac khach hang cua cQa hang ve viec cung Qng cac trang tbiet bj, boat dpng, ldi icb va mdi trudng mua sam cua CHBL nham tbuc day quan be trao ddl va sQ dien tien quan he hay kinb nghiem cua ngudi mua ve "toan bd gdi mua sam" Theo dmh ngbla tbi sQ mong dpi cua kbacb bang se tac ddng den djcb vu hp nhan dddc td nba ban le va nban thQc dich vu CLia khach hang phu thupc vao kinb nghiem mua sam trudc day d eua hang cua bp, thdng tin ve cua hang dudi dang hinh anh cda hang, thdng tin thu dUpc td cac boat ddng quang cao va xuc tien khac va thdng tin truyen mieng Oieu cd ngbla la CHBL phai tri chuan mQc dich vu va hang hda cua cUa bang dn dmh theo tbdi gian de kbacb bang khdi that vpng va hinh anh cung nhu cac boat ddng xuc tien cua cQa bang can pban anh trung thuc chat luong cua dich vu va bang hda ma cQa hang cung Qng
Oe dat dQOc bieu qua cao boat ddng kinb doanh, cac CHBL can dac biet quan tam den khia canh quan trpng quan ly dich vu kbacb bang gdm:
- Doi mdi va nang cao dich vu
khach hang
Hudng ddl mdi dich vu khach hang cua CHBL theo budng tdi da hoa co bdi mua sam cua khach hang va dong tbdi nhay cam, dap Qng tdt ddl vdi su thay ddi cua nhu cau cua khach hang va tbi trudng CQa bang cd the tnd rdng dich vu cua minb qua: cung cap thdng tin va tQ van qua internet, giao bang trQc tiep va cung cap cac dich vu tai cbinb Hp cdn cd the nang cao djch vu qua bd sung cac dicb vu di kem gdm: trdng tre, phdng thay dd, bao gdi, va cung cap tin dung Viec tao dQng mdt qui trinh ddl mdi va nang cao dicb vu cung Qng la chia khda de cQa hang dap Qng sang tao ddl vdi thi trudng ludn thay doi
- Tao diem cung dng dich vu
khach hang
(2)NGHIEN ciiu TRAO Ddl
nham thu hut cac kbacb bang d khoang each xa Con loai thQ hai la tiep can vdi kbacb bang qua tao sQ tien loi cbo khach hang thdng qua dat d cac VI tri la ngudi thudng tu tap, hoac bay qua lai
- Nang cao muc khai thac hop
dong dich vu vdi khach hang
Ngoai cac CHBL can gia tang muc dd kbai thac cac hop dong vdi khach bang nbSm la xay dung cac co sd de luu giu kbacb bang va tao cac hang rao ngan ngQa khach hang chuyen sang sU dung dich vu cua ddl thu canh tranh Cac CHBL cd the tao cac hang rao thdng qua tao eac chuong trinh dai ngd kbacb hang trung thanh, va cd cbinb sach uu tien cac kbacb hang Idn bay la cac kbacb bang then chdt su dung cac hoat ddng quang cao va xuc tien, lien ke't vdi cac cua hang canh tranh
- Khai thac mang tinh chien lUOc
cac thdng tin
Chat lUdng dich vu cua cac CHBL phu thudc nhieu vao chat iQdng cung Qng dicb vu va ngUdi cung Qng dicb vu, vi vay cac CHBL can tao mdt nen van hda cQa hang ludn lang nghe y kien khach bang va cd cac be thdng thu thap y kien cua kbacb bang theo nhieu kenh khac Cac cda hang khai thac cac thdng tin tbu thap dupc de tao va xay dung quan he gan bd vdi khach hang, tien hanh ca
nhan hda dicb vu ddl vdi kbacb bang, quan ly chat ludng dicb vu va md rdng chao hang dich vu
2 Thuc trang d|ch vu khach hang cua cac cda hang thuong mai ban le tren d|a ban
Nghien cdu, danh gia tu nam 2006 - 2008 gdm tap hdp khach hang bdn 500 ngudi tieu dung thudc tang Idp trung luu, la nhung khach hang thudng mua sam cac san pham lau ben theo 33 dac diem djch vu khach hang cua cda bang Danh gia cua bo dudc ludng theo tbang diem td de'n 5, dd: la "rat ddng y' va la "rat khdng ddng y"
Ket qua dieu tra cho thay phan ldn khach hang danh gia tUdng ddl tap trung ve gia trj ma bp nhan ddoc tU san pham va dich vu cua cac CHBL so vdi sd tien bp cbi tieu hp bd la d muc trung binh yeu (3,20), Cac khach hang cd danh gia nbu vay la nhin chung cac d|cb vu kbacb hang cua cua hang chua thQc su dap Qng cao ddl vdi yeu cau cua ngudi mua Cu the:
- Djch vu khach hang lien quan
den mat hang kinh doanh
Chung loai mat hang kinh doanh cua cac cda hang thudng mai ban le cbi dam bao muc dp Ida chpn bang hda cho khach hang d mQc dudi trung binh (2,57) Hdn nua, cac tuyen san pham ma cac cda hang kinb doanh cd dd ben tUdng hdp khdng cao
_j^4t
(2,8) Khach bang danh gia cbung ve chat luong hang hda duoc bay ban d cua bang muc trung binh yeu (2,2) va cung tuong tQ nbu vay ddl vdi mQc da dang cua cac thuong hieu cua cac san pham (2,47) Oieu cbo thay cbung loai mat hang kinb doanh cua cac cua hang chua tap trung ve cac san pham cd chat lUdng cao va chua phong phu ve cac nhan bieu hang hda hay thuong hieu khac cung mpt loai hang Odng thdi cac kbacb higng danh gia cac cua hang chung loai cua minh cd ca cac nban hieu tuong ddl khdng ndi tieng (3,54) kem vdl cac nhan bieu rat ndi tieng (do dp lech chuan 2,64 the bien sU bien thien cao y kien danh gia) Vdi cac mdt sd san pham cua cda hang khach hang can de'n thi bet hang mde du tru khdng du va cung ung hang khdng kip thdi (2,25) va danh gia tuong ddl tap trung dp lech chuan la 1,14 Dich vu hd'trp td chuc loan theo danh gia cua khach hang chua tdt, thdi gian toan cho khach bang chua nhanh (2,97)
- Dich vu khach hang lien quan
den mde gia ban cua cac san pham
Muc gia san pham cua cac cua hang ma nhdm ngudi tieu dung thudc ddl tuong dieu tra dupc danh gia la cao bon so vdl cac cua hang khac (2,51) Tuy nhien, nbung cdng cu xuc tien giam gia cho cac danh muc hang dac biet it dupc ap dung nen dianh gia cua khach hang ve sd Iddng cac danh muc mat hang dupc giam gia dac biet cung d dudi mde trung bmh (2,61)
- Dich vu khach hang lien quan
den dia diem va viec sap dat tnjng bay hang hda
Hien nay, bai tri va sap dat cac CHBL theo danh gia cua cac khach hang la chua thuc su hdp ly ddl vdl ngUdi mua Theo hp, tim kiem san pham can mua va van ddng di lai cac cda hang khdng thuc su de'dang, vdl muc danh gid trung binh la 2,57 va 2,78 Oanh gia cua cac kbacb hang ve nhung cac thdng sd cd dp bien thien rat cao dd lech chuan tuong ung la 2,88 va 2,44 ^ ^
(3)NGHIEN ciiu-TRAO Ddl
^^ ngbla la van ed mdt sd cQa
bang sap dat va bai tri khoa bpc tao dieu kien cbo kbacb bang di chuyen va tim kiem
Theo danh gia cua kbacb bang cac cQa bang thQdng mai ban le bp thQdng mua tuong ddl xa vdi noi d va noi lam viec cua bp (2,23) nen tbdi gian can tbiet de di den cac cQa bang khdng pbai la ngan (2,23) Cac dQdng giao thdng dan tdi cQa bang bay b\ acb tac giao thdng nen tiep can cQa bang tQdng ddi khd (3,61) Danh gia chung cua cac kbacb bang la noi gdi xe d cac cQa bang tQOng ddl chat chdi npi tbanb quy dat tQOng ddi eo bep, nhien mdt sd cQa bang khach hang cbo rang chd'gQl xe cd dien tich vQa pbai
- Dich vu khach hang lien quan
de'n hoat ddng giao tie'p va xuc tien thuang mai
NhQng ngQdi dQdc dieu tra cho rang nhin cbung cac cQa bang rat khdng sach se (4,31) va trang tri khdng hap dan va dep mat (3,42) Oay cung la mdt nhOng yeu td lam giam gia trj nban thdc cua cac khach hang ve dich vu cua cda bang
Oanh gia boat dpng giao tie'p va phong each ciia cac nhan vien phuc vu cua cQa hang cac khach hang chQa thQc sQ hai Idng Hp cho rang cac nban vien ciia cQa bang cQ xQ khdng nhiet tinh vdi kbacb hang ma cdn danh gia la lanb lung ( 4,03), khdng licb thiep (2,61) Hdn nQa, cac nban vien chQa thQc sQ san long giup dd va dap Qng cac yeu cau cua khach bang (3,86) Cac khach hang cho rang cac cua hang cd sd nhan vien dap Qng vda du so vdi khdi iQOng cdng viec pbai tbQc bien cua cQa hang
Hoat ddng quang cao cua cac cda hang chpn iQa phQOng tien va tao kenh quang cao danh gia ve tong the la dat yeu cau nen mde dp tiep xuc cac ddl tQdng nhan tin d mQc trung binh kha (3,27), su bien tbien danh gia cao nen van cd nhdng kbacb hang it gap cac quang cao cua cac cda bang Ben canh dd cac boat dpng xuc tien cua cda hang theo cac khach
bang danh gia cd sQc tbu but thap dudi mde trung binh (2,7), chQa tao dQOc sQ tin tQdng cbo kbacb hang (2.43) cbQa cung cap du cac thdng tin can thiet cbo kbacb bang (3,18) Vi nhQng ly nen cac boat dpng va thdng tin xuc tien cua cQa bang cbQa giup ich dQOc nhieu cho kbacb hang lap ke hoach mua sam (2,96)
Theo danh gia cua cac ddl tQdng dieu tra, hp cbo rang cac cua hang ma bp di mua sam tbudng la nhdng cda hang ma cd nhieu ngQdi khac biet den (3,25), nhdng ban be cua bp lai it biet den (3,44) Tuy nhien hp cho rang mac du ban be cua hp ft mua (2,73) d cac cda hang nhQng bp tQOng ddl da chudng cac cda hang
3 Mpt so bi#n phap v$n dung nham nang cao d|ch vu khach hang cua cac cda hang thuong mai ban le tren d|a ban nOi Ha NOi
De tang sQ thda man cua kbacb bang va nang cao sU trung tbanb cua kbacb bang vdi cda bang, dicb vu khach bang cua cac CHBL can nang cao theo nhu cau va mong mud'n cua cac khach hang Dich vu khach bang cua cac CHBL tren dia ban TP Ha Ndi cd the dUdc nang cao nhQ sau:
Cac cda hang thudng mai can nang cao gia tri cung Qng va gia trj nban thdc cho kbacb bang thdng qua nang cao dicb vu khach hang cung nhu pbat trien marketing hdh hdp ban le va cung vdi boat ddng hp can nang cao gia trj nban thdc ciia kbacb bang ve djcb vu kbacb hang cua cQa hang thdng qua cac bien sd marketing phi gia
Tuy theo ddi tuong kbacb hang muc tieu, tQng cda hang can iQa chpn bo sung them cac nban bieu va cac danh muc bang hda theo hudng da dang hda chung loai mat bang ddng tbdi nang cao chat iQOng hang hda cung dng theo quan diem cua khach bang muc tieu va tao sQ iQa chpn cao cbo khach hang Cac cQa hang cung pbai cai tien qui trinh dat hang va du trQ hang hda, cung nhQ he thdng thdng tin nham ludn dam bao cung dng bang hda kjp tbdi dap
dng tot nhu cau tranh tinb trang thieu bang Ngoai ra, tbu tuc va qui trinh tbanb toan cung can pbai hoan thien de giam thieu thdi gian chd doi cho khach hang kbi tbanb toan
Cac cda hang can nhan dang nhQng khu vQc lam cho kbacb hang kho di chuyen cQa bang de sap dat va bd tri cac trang tbiet b\ va ndi cdng tac d khu VQC dd nham dam bao cho dong van ddng cua kbacb hang ben dQPc de'dang va thuan ldi Sap dat hang hda ben cda bang can khoa hpc hon nhQng ddng tbdi dam bao dep mat va cd sQc tbu but de giup khach hang de'dang tim kiem san pham va b\ Idi cudn den vdi cac san pham
Cac nban vien ciia cda bang can dQOc huan luyen bd sung ve cac ky nang giao tiep va phuc vu khach hang cung nhQ xQ ly td't nhdng khieu nai va phan nan cua kbacb bang Cda hang cung can phai danh gia chat iQdng phuc vu cua nhan vien can danh gia tren ca bai gdc dp tbdi gian va chat lUdng dap Qng va tQOng tac vdi cac khach bang De dam bao ddng nhat va dat hieu qua cao ve chat lUdng phiic vu CLia cac nban vien nen dua nhQng tieu chuan dinh tinh la'n dmh iQOng ve cdng viec cua cac nhan vien cua cda bang
Cac chuong trinh xuc tien ban le cua cac cQa bang can dQOc tbiet ke co tinb be thd'ng hon va tren co sd nghien cQu tam ly cua tap khach hang muc tieu cua CQa hang Cac chQOng trinh xQc tien can cung cap day du thdng tin can thiet ve hoat dpng xuc tien ciia cQa hang va sQ dung cac kenh thong tin hay phuong tien truyen thdng thich hop vdi cac ddl tuong khach hang muc tieu va ngudi nhan tin Cac pbQdng tien quang cao cbo cac chuong trinh xuc tien ban hoac giam gia nen tap trung cao quang cao d thdi diem mua tai cda hang Ngoai boat ddng xiic tien cdn pbai tao dung hinh anh va quang ba nhQng dac trung noi bat ciia cQa bang moi tuong quan vdi cac ddl tbu •