phan tich, danh gia thang do htong cac ye'u to' tac d()ng vao st} tho a man khach hang sieu th!thong qua phttong phap d() tin c~y Cronbach alpha, phan tich nhan to' va ki€'m dinh mo hinh ly thuye't thong qua phuong phap phan tich h6i qui tuye'n tinh b()i (dttCJc trinh bay d Chttong 4).
M~lC dich ciia Chttong 5 nay la t6m ta:t l~i cac ke't qua nghien CUll va dtta ra ke't lu~n tu nghien cuu, d~c bi~t la nhii'ng ham y ciia nghien cuu vdi ho~t d()ng kinh doanh sieu thi t~i TP.HCM. Chttong nay g6m 3 ph~n chinh: (1) t6m ta:t ke't qua chinh, (2) rut ra nhii'ng ham y ciia nghien cuu do'i vdi ho~t d()ng kinh doanh
sieu thj t~i TP.HCM, (3) trlnh bay nhifng h~n che' cua nghien CUll va hrtdng
nghien cuu tie'p theo.
5.2. Ke't qua chinh
Cac thang do hl'ong nhung ye'u t6 lac d<)ng vao Stf thoa man cua khach hang sieu th! sau khi dtl'<Jc b6 sung, di~u chinh da d~t duqc dQ tin c?y cho phep. Di~u nay giup cac sieu th! t~i TP.HCM c6 thc3' sii' dqng cac thang do nay d€ do hrong CaC yt§u tcf tac dQng vao Stf thoa man CUa khach hang, tu d6 CO Sq' theo doi, kic3'm soat va di~u chinh cac ye'u t6 nay t6t han, lam gia tang stf thoa man cho khach
hang. Ban than cac ye'u t6 nay tnrdc day vftn thtl'ong duqc do luang m<?t each tr~l'c tie'p bhng chinh chung7, trong nghien cuu nay cam nh?n cha't ltl'<Jng hang h6a dtl'<JC do ltl'ong bhng 4 bie'n quan sat, cam nh?n V~ St_( phil h<Jp Clla gia ca hang h6a dtl'<Jc do hl'ong bhng 4 bie'n quan sat, ttl'ong t~l' nhtl' v?y cam nh?n v~ chdng lo(;li hang h6a: 4 bie'n quan sat, thai dQ phqc vq: 7 bie'n quan sat, moi tnl'ong mua sAm: 4 bie'n quan sat, stf an toan: 4 bie'n quan sat, chttong trinh khuye'n mai: 4 bie'n quan sat. Ke't qua nay cang kh~ng d!nh them quan dic3'm "Khong nen do ltrong cac khai ni~m ti~m a':n bhng chinh chung. Ly do la m6i d6i
tuqng nghien cuu c6 thc3' hic3'u cac bie'n ti~m a':n theo nhung each khac nhau" (ThQ & Trang 2002, 59).
Ke't qua kic3'm d!nh mo hinh ly thuye't cho tha'y ngo~i tru gia thuye't Hl va H3 ra, cac gia thuye't khac d~u dtl'<Jc cha'p nh?n. Tuy nhien qua phan tich thtfc te' tinh hinh hi~n t(;li cho tha'y gia thuye't Hl va H3 hi~n chtl'a c6 y nghia th6ng ke la do cac nguyen nhan CO thcS ly giai dtl'<JC va trong ttl'dng lai gfrn, cac ye'u tcf nay se CO y nghia d6i vdi s~r thoa man cda khach hang. Do d6 hai ye'u t6 tren dtl'<Jc giu l(;li
trong mo hinh. V?y ta c6 th€ ke't lu?n rhng mo hinh ly thuye't pbu hqp vdi thong tin cda th! .trll'ong va dtl'<Jc cha'p nh?n. Ke't qua nay c6 m<?t s6 y nghia thie't thtfc vdi cac nha quan tr! dang ho~c c6 dtf djnh kinh doanh sieu th! t(;li TP.HCM, cac
7 Cac biing diu hOi ngllien crru tllj tru'dng ctia h~ tho'ng sH~u tllj Co.opMa.rt cho tha'y di~u nay va m<?t so' cac sieu tllj kluic cilng llurdng yeu du khach hang cho nh~n xet danh gia tn,rc tie'p v~ chiit ltr<:Jng, gia ca,
cong ty tht.fc hi~n quang cao, khuye'n mai cho cac sieu thi va cac nha nghien ctl'u trong linh v~tc nay.
Nhtt da trlnh bay d nhfi'ng chttong tnrdc, chung ta da xac dinh dttqc cac ye'u t6
tac d()ng vao s~t thoa man cua khach hang sieu thi va .each thU'c do hrong n6 cling nhtr t~m quan trQng cda tt)'ng ye'u t6. Do d6 cac nha kinh doanh sieu thi c6 th~ theo doi, ki@'m smit st.t thoa man cda khach hang thong qua cac ye'u t6 nay.
M~t khac, ke't qua ki@'m djnh mo hlnh ly thuye't cua dt3 tai cling gifi' l~i 2 ye'u t6
(cam nh~n vt3 chfit lu'Qng va cam nh~n vt3 St.f phu hqp cua gia ca) hi~n chu'a CO y nghia th6ng ke trong mo hlnh, dit3u nay kich thich cac nha nghien ctl'u tht.fc hi~n cac nghil~n cU'u tie'p theo d~ ki6'm chtl'ng. Hon nfi'a, cac nha nghien ctl'u trong nganh tie'p thi c6 th6' tham khao ke't qua nghien ctl'u nay d6'-md r()ng ph~m vi nghien ctfu cho thj trttong sieu thj d Vi~t Nam.
Tuy nhien, chung ta c~n ltru y ding cac ye'u t6 tac d()ng vao st.t thoa man ciia
khach hang sieu thj dtiQC neu trong dt3 tai nay Ia nhfi'ng cam nh~n CUa khach hang (vt3 chfrt lu'qng hang h6a, vt3 Slj da d~ng CUa chung lo~i hang h6a, ... ) chtf khong phai la kha nang tht.tc c6 ciia sieu thj (vt3 cha't lu'<Jng hang h6a, vt3 chung lo~i hang h6a, ... ). C6 th@' m()t sieu thi c6 nhit3u chung lo~i hang hon sieu thi khac nhu'ng ngu'oi tieu dung vftn khong cam nh~n du'QC dit3u nay (co th~ la do each b6 tri, tru'ng bay, gidi thi~u cua sieu thj nay chtta t6t).
5.3. Nhfi'ng ham y d6i v6'i ho~t dQng kinh doanh sieu thi tf,li TP.HCM
Ke't qua cua nghien ctfu nay cho ra m()t s6 ham y thie't th~tc d6i vdi ho~t d()ng kinh doanh sieu thj t~i TP.HCM c9 th~ nhtr sau:
5.3.1. Nghien cuu va kilm sodt slf thoa man cila khdch hang thong qua cdc
ytu tff tac d{jng vao no La vi~c ctin th(IC hi~n tluliJng xuyen
Ngay nay vdi Slj thay d6i nhanh ch6ng cda thi tru'ong va nhu diu cua khach hang thl vi~c theo doi thttong xuyen stf thoa man cua khach hang la th~tc s~r c~n thie't vi c6 thi mtl'c thoa man ngay hom nay l~i Ia mile khong thoa man trong tttong .Iai g~n do nhu cfiu ciia khach tang len.
Ke't qua nghien CUll nay da cho chung ta bie't dttqc cac ye'u t6 tac dQng vao
st.t thoa man cua khach hang sieu th! va each thuc do htdng n6. Bic3u nay th~tc St.t .
huu ich d6i voi cac nha kinh doanh sieu thi vl hq c6 th~ theo doi va ki~m soat s~t thoa man ciia khach hang thong qua vi~c theo doi va dic3u ch1nh cac ye'u to' tac dQng vao n6. Qua d6 cac sieu tht cling thfty dttqc "st,t th~ hi~n" eli a mlnh va so sanh voi d6i thli c:;tnh tranh.
5.3.2. Plian tich mile dl) quan trt}ng cil.a tung ytu ttl tac dl)ng vao S{l thoa man khach lzlmg co j nghia quan tr(Jng trong vi~c ho[Jch djnh cac chitn ltt(lc kinh doanh clw sieu thj
Nhtt da trlnh bay d Chttdng 4, vi~c phan tich muc dQ quan trQng ciia tung yeu
t6 tac dQng vao s~t thoa man ciia khach hang c6 y nghia d~c bi~t quan trQng d6i
voi vi~c ho:;tch d!nh chie'n htqc kinh doanh clia sieu th!. Bay Ia cac ye'u quan trQng d6i voi khach hang nen ta't nhien chung ta phai t~p trung cai tie'n. Tuy v~y, ngu6n l~tc ciia sieu tht th1 luon c6 h:;tn nen chung ta d.n xac d!nh muc dQ quan trQng clia cac ye'u to' tren d~ xac d!nh thu t~t ttu tien dau ttt, dii tie'n sao cho c6 hi~u qua nha't.
. '
Kh6 khan d~t ra cho chung tad day Ia chung ta c6 toi hai each xac d!nh muc dQ quan trqng cua cac yeu to' nay. MQt Ia, dt,ta tren tra Wi ciia khach hang v~ muc dQ quan trqng cua tung yeu to' va each thu hai la d~ta vao h~ so' Beta trong phan tich h6i qui tuye'n tinh hQi. Theo chung toi thl each thu hai phan anh muc dQ quan trqng tht,tc te' t6t hdn. Tuy nhien nhung ye'u t6 c6 muc quan trqng cao
(theo td Wi ciia khach hang) thl chung ta cling din xem n6 nhtt la mQt ye'u t6
quan trQng vi quan ni~m xa hQi cho Ut nhtt v~y m~c du trong hi~n t:;ti tht,tc te' khong hoan toan dung nhtt v~y.
V~y chung ta phai xtl' ly tntdng hqp khong d6ng nhftt nay nhtt the' nao? Theo chung toi d~ t:;to s~t thoa man cho khach hang, thu hut khach hang d giai do:;tn hi~n t:;ti thl chung ta cfin t~p trung vao nhung ye'u to' c6 trqng s6 Beta cao nhtt thai dQ ph~tc v9, chiing lo:;ti hang h6a va khuyen mai. B6ng thC1i d6i voi nhung ye'u to' khach hang cho ding rftt quan trqng nhttng th~tc. te' c6 h~ s6 Beta thftp
ho~c chua c6 y nghia th6ng ke nhtt tntong h<;Jp chfit lu<;Jng hang h6a trong nghien
cuu nay, chung ta cling cfin cai tie'n nghien v~ "nghi thuc". Chilng h~n nhu c6
. .
cam ke't bao dam chfit htqng hang h6a, l~p d()i bao dam chfit luqng va tuyen truy~n tren cac phuong ti~n truy~n thong cho khach hang bie't, t~o ra str khac bi~t v~ chfit luqng bAng nhung nhan hang deng cua sieu thj.
Ke't qua phan tich d Chttong 4 cling cho thfiy thai d<? phJ.!c VJ.! Ia ye'u t6 tac
d9ng m~nh nhfit vao s~t thoa man ci1a khach hang hi~n nay, n6 la ye'u t6 vU'a c6
h~ s6 Beta cao (0.19), vU'a c6 muc dQ quan tn;mg cao (4.38). Trong khi d6 muc d9 hai long cua khach hang d6i voi ye'u t6 nay chua cao (3.64). Do d6 cac sieu
thj t~i TP.HCM cfin t~p trung dfiu ttt cho ye'u t6 nay thong qua vi~c d~o tao, hufin
luy~n nhan vien.
Str an toan, d~c bi~t Ia an toan v~ phong chay chua chay Ia m<?t ye'u t6 moi tac d()ng vao str thoa man cua khach hang sieu thj, n6 la m<?t ye'u t6 c6 muc
quan trQng rfit cao (4.57) vi v~y day cling Ia ye'u t6 cac sieu thi cfin t~p trung dftu ttt, quang cao tren cac phttong ti~n thong tin d~i chung d6' khach hang c6 duqc
cam giac an tam khi de'n sieu thj.
Nhung phan tich d Chuong 4 cling cho thfiy cac sieu thi t~i TP.HCM cfin xay d~tng m<?t chie'n luqc hang h6a va chie'n htqc gia h<;Jp ly d€ thu hut khach hang.
Gia ca la ye'u t6 rna hi~n nay khach hang chtta th~t sl;( hai long d6i voi cac sieu
thj, n6 c6 muc hai long thfip nhfit so voi cac ye'u t6 khac (3.6). Tfit nhien la chie'n htqc hang h6a va chie'n htqc gia phai di kern voi m<?t chinh sach khuye'n mai hqp
5.3.3. Khai thac y(u tf{ khac bi~t giila cdc nlu)m khach llluzg
Nhu' da trlnh bay 6 Chttong 4, c6 stt khac bi~t giua cac nh6m khach hang
(dtt<;Jc phan chia theo d9 tu6i, theo ngh~ nghi~p) v~ mtl'c d<? hai long voi tll'ng
ye'u t6 tac d()ng vao stt tho a man. C9 th€ la c6 stt khac bi~t 6 muc d<? cam nh~n
Sl{ phu h<;Jp cua gia ca hang h6a gifi'a khach hang d dQ tu6i 20-29 voi khach hang d d<? tu6i 40-50, khac bi~t 6 muc d<? ~am nh~n chfit lttqng hang h6a, stf da d~ng chiing lo~i hang h6a gifi'a cac nh6m ngh~ nghi~p khac nhau. Bay chinh la
nhfi'ng di6'm cac sieu thi cftn nghien CUll sau han va khai thac n6 d6' thoa man nhfi'ng phan khuc khach hang rieng bi~t va c6 chinh sach phu hQp. cho nh6m
khach hang m~1c tieu ciia mlnh.
5.4. H~n che' cua nghien cuu va hu'6'ng nghien cuu tie'p theo
Nhu' ba't ky m()t de tai nghien cuu nao, de tai nay cling c6 nhfi'ng h~n che' ciia n6. Thll' nha't, nghien cU'u nay chi t~p trung nghien cll'u trong m()t ph~m vi hyp la thi tnrong sieu thi TP.HCM. Be c6 the t6ng quat h6a cho thi tntong sieu thi
Vi~t Nam cftn c6 nhfi'ng nghien cll'u l~p l~i t~i Ha N()i va m()t so thanh pho c6
sieu thi trong thoi gian tdi va day cling la m()t httong cho cac nghien cuu tie'p theo.
Thu hai, ke't qua kiem dinh mo hinh ly thuye't vfi:n c6 hai gia thuye't HI, H3 chu'a c6 y nghia thong ke nhtl'ng chung t6i vfrn gifi' l~i trong mo hlnh(da trlnh bay
d Chttang 4) va day cling Ia dieu kha thu vi de cac nghien cuu tie'p theo kiem djnh.
Thll' ba, nghien cuu nay chi danh gia cac thang do b~ng phttong phap h~ so
tin c~y Cronbach alpha va phttang phap phan tich nhan to kham pha, mo hinh ly thuye't dtl'Qc kiem djnh b~ng phttong phap phan tich h6i qui tuye'n tinh b()i. Be do lttong, danh gia thang do va ki6'm d!nh mo hlnh ly thuye't tot han cftn sir dl;lng cac phttang phap, cong Cl;l hi~n d~i han.
Cuoi cling, cac ye'u to tac d()ng vao sv thoa man cua khach hang thttong xu yen bie'n d6i theo nhu cftu da d~ng ct1 a khach hang trong dieu ki~n thi tntong
ngay nay. Han nfi'a c6 th6' c6 nhfi'ng ye'u to khac nhtt each thtl'c tnrng bay, thong tin qmlng cao, ... cling tac d()ng vao str thoa man cua khach hang sieu thi t~i
TP.HCM nhttng chtta dttQc phat hi~n ra d nghien cuu nay. Bay chinh Ia dieu kich thich cac nghien cuu tie'p theo b6 sung va dieu chinh cac ye'u to tren.
... " ?
TAl LI~U THAM KHAO
Titng Vi~t
1. Kotler, P. (2001), Qudn tri Marketing, Nxb. Th6ng Ke.
2. Nguyt3n Blnh ThQ (1998), Nghien cau Marketing, Nxb. Giao D~c.
3. Nguyt3n Blnh ThQ va Nguyt3n Th! Mai Trang (2002), Nghien cau cdc thimh phdn CUa gia trj thuang hifu Vel do fuiJng chung trong thj truiJng tieu dung tq_i Vift Nam, B2002-22-33, Bl;li hQc Kinh te' TP.HCM.
4. Hoang TrQng (1999), Phan tfch dtl lifu da bie'n, Nxb. Th6ng Ke.
Ti€ngAnh
5. Fehr B. & Russell .T. A. ( 1984 ), Concept of Emotion Viewed from a Prototype Perspective, Journal of Experimental Psychology, 113,
pp.464-486.
6. Goldberger, A. S. (1991), A Course in Econometrics, Harvard University
Press.
7. Levy M. & Weitz B.A. (2001), Retailing Managenment, McGraw -Hill. 8. Oliver R.L. (1997), Satisfaction A Behavioral Perspective on The
Consumer, McGraw -Hill.
9. Parasuraman, A. (1991), Marketing Research, Addison - Wesley Publishing Company.
IO.Parsuraman A., Zeithaml V. A. & Berry L. L. (1988), SERVQUAL: A Multiple - lterm Scale for Measuring Consumer Perceptions of Service Quality, Journal of Retailing, 64, pp. 12- 40.
1l.Tryon, W. W. (1994), "Expectation", Trong Encyclopedia of Human Behavior, Ramachandran V. S. (ed.), vol. 2, Academic, CA., pp. 313-319.
12. Tse D. K. & Wilton P. C. (1988), Models of Consumer Satisfaction Formation: An Extension, Journal of Marketing Research, 25, pp. 204-212. 13.Zeithaml V. A. & Bitner M . .T. (1996), Services Marketing, McGraw-Hill.
Phu luc 1: DAN BAI THAO LUAN NHOM . . .
I. Xac dinh cac ytu t6 (Features) tac dong dtn su' thoa man ciia khach hang va dau la nhfi'ng dac diim chinh (Key features).
1. Xin ch! vui long cho bie't hi~n nay chj thich di mua s~m d sieu thi nao nha't? Vi sao?
2. Theo chi m()t sieu th! t6t (sieu thi rna chi h~ti long khi di mua s~m) ciln phai c6 nhung ye'u t6 nao? Sau khi khach hang t:ra IOi (vi d9 ye'u t6 A, B, C); Hoi them chi tiet: Ch! c6 thc3' cho bie't c9 thc3' them v~ ye'u t6 d6 (vi d~I la ye'u t6 A)?
3. Lam the' nao ch! c6 thc3' danh gia dtt<;ic ye'u t6 d6 (Vi d~1: A, B, ... )?
II. Ph~n gQ'i y th~m theo SERVQUAL scale.
1. Chi c6 quan Him de'n vi~c sieu thi dtl'a ra phtl'ong cham phtJc VlJ, hay nhung 1C1i hua va th~tc hi~n dung nhtl' IOi hila khong? Ne'u sieu thi thVc hi~n khong dung phttong cham da neu thl chj c6 lam chi khong hai long khong?
(Reliability)
2. S~t nhanh nhyn ciia nhan vien trong phtJC VlJ, S~l' san long va luon c6 m~t khi chi g~p va'n d~ cftn giai quye't, ciln hoi nhan vien, ... c6 tac d()ng de'n st,I' hai
long ciia chi khong? (Responsiveness)
3. Thai d() nha nh~n va st,I' hi~u bie't cua nhan vien khi giao tie'p vdi ch! ho~c khi tra IOi cac cau hoi ciia chj c6 t~o ra cho chi cam giac an tam khi mua s~m t~i sieu thi d6 khong? Bi~u nay c6 tac d()ng tdi st,I' hai long cuaq chj khong?
(Assurance)
4. St,I' quan tam va hic3'u bie't v~ nhung nhu cftu rieng ciia chi (nhtl' chi thu'dng
mua hang gi, chi thich gi, ... ) '? (Empathy)
5. Nhung ye'u t6 v~t cha't nhtl': trang thie't bi ct'ia sieu thj nhtl' thang cu6n, h~ th6ng l~nh, qufty thu ngan, qufty k~, giO md Ctl'a CUa sieu thj, trang phtJC CUa
nhan vien, ... ? (Tangibles)
III. So sanh si~u thi v6'i cac cii'a hang g~n nha va chQ' di hiiu ro nhung mong mu6n cua khach dffi v6'i loai hinh si~u thi; So sanh si~u thi t6t (nhu'ng xa nha) v6'i si~u thi binh thu'ong (nhu'ng g~n nha) de hieu ro su' tac dong ciia ytu t6 vi
IV. Due k~t lai cac dac diim tac dong d~n stf thoa man? (Features)
I. Nhu' v~y theo Hit ca cac chi thi cac chi se h~ti long khi di mua sa:m t~i sieu thi
c6 dfiy dd nhung d~c di~m sau day: ...
(Cdc di;ic di£m neu tren se duqc lift ke len bang cho mQi nguiJi cung nhin thay).
2. Trong nhung ye'u t6 vua neu tren, theo chi ye'u t6 nao la quan trqng nha't? Nhfi'ng ye'u t6 quan trqng tie'p theo?
. . . . Ten phong va'n vien: .............................................. Sieu thj: .............................. .. N ' gay p ong van:................................... h? ""' Thf>l' . ui g1an b,{t d;:: a au: ................................ . . .,
Xin chew Chj, chung toi Ill nh6m sinh vien tntiJng Dc;ti hQc Kinh Tt TP.HCM,
hi~n dang thtjc hi~n dg tai nghien cU'u vg stJ thoa man cua khach hang khi di mua
sdm tc;ti sieu thj.
Ngoai mf:tc dich phf:tc Vf:t cho vi~c hQc t(tp, dg tai nay se giup cdc sieu thi hiiu ro
han nhflng mong muo'n cua khc.lch hc'tng df ph{tC V{t khach hang nglty mQt tot han.