- Nhdn vien co lang nghe khdch hdng?
b- Cuoc dieu tra thir ha
Bdng 3.3- Tong hop nhu-ng ly do khach hang tir choi hop tac vol NXBTK
Ly do khach hang tir choi hop tac voi NXBTK
/. Se chdm dirt hgp tdc neu khong nhdn dugc su quan tdm
2. Se chdm dirt hgp tdc khi khong nhdn dugc su nhiet tinh tir NXB 3. Se chdm dut hgp tdc khi khong co thien chi giup da hoac
khong chu y den nhu cdu cua khdch hdng:
4. Se chdm dut hgp tdc khi cdn bg, nhdn vien Nhd xudt bdn khong ton trgng vd hua suong
5. Se chdm dirt hgp tdc khi cdc nhdn vien giao tiep dich vu cua
So phieu chon 639 604 575 533 497 Tyle (%) 90% 85% 81% 75% 70%
NXB khong nam virng nhirng kien thirc ca bdn ve xudt bdn 6. Se chdm dirt hgp tdc khi cam thdy nhdn vien NXB coi thuang
7. Se chdm dirt hgp tdc khi nhdn vien Nhd xudt bdn khong trung thuc trong lai noi vd hdnh dong
8. Se tit choi khong mua sdch cua Nhd xudt bdn khi gid đt
497 462 142 70% 65% 20%
Ban than tac gia dang lam viec tai NXBTK, ciing thoi diem nay, thay nhieu khach hang cii ciia NXB bo dị De tim loi giai cho cdu boi: Tai sao khach hang cii lai chdm dut hgp tac voi NXB. Tac gia soan phieu tham do y kien giri e-mail den 1 000 khach hang cio, ngi dung nhu phu luc si 4 (trang 106). Sau hai tudn c6 710 thu tra loi qua e-mail, tong hgp dugc ket qua nhu bang 3.3.
Tren la 8 dilu khdch hang khong hai long voi NXBTK. Neu NXB con to ra tbo o hay thieu nhiet tinb trong cong tac phuc vu, cbdc chan khach hang se ra di nhieu hon nirạ NXB thuong xuyen co nhiong chuong trinh nham thu hut khach hang moi, tuy nhien cdn phai chu y din viec lam hai long nhirng khach hang hien c6. Neu nhu khong thanh cong trong viec giir chdn khach hang cio tbi khong thi c6 dugc ket tot qua tot trong viec thu but, tim kiem nhirng khach hang moị