Xufrt phat tir th\fc trc;tng cua vi~c kinh doanh trong linh V\fC thuong mc;ti di~n tir theo bao cao cua B9 Cong Thuong nam 2008 nhu trinh bay a phfin ly do chQn d~
do, tac gia dua ra nhfrng giai phap nh~m nang cao mire d<) hfti long cua khach hang khi mua hang qua m~ng, cv th€ nhu sau:
U u tien 1: Chdt luQTig thong tin: cong ty cftn cung cdp nhfrng thong tin v~ hang hoa cho khach hang dfty du, chi ti~t va chinh xac m<)t each tuy~t d6i d€ khach hang co th€ hi€u ro hon lo~i hang hoa rna cong ty cung cdp d€ tir do xac dinh mire d<) dap irng cua hang hoa rna cong ty cung cdp so v6i nhu cftu cua khach hang d€ khach hang co th€ di d~n quy~t dinh mua hang, tranh tinh tr~ng co sv chenh l~ch gifra cam
nh~ cua khach hang xudt phat tir vi~c so sanh cai rna khach hang cam thdy cong ty nen cung cdp (tire la sv mong dqi cua h9) va sv nh~n thuc cua khach hang v~ thanh qua do cong ty cung cdp hang hoa vi khi mua hang qua m~ng thi khach hang khong th€ sa, n~m, ngui, nghe hay quan sat tf\l'c ti~p hang hoa nhu each mua hang truy~n
th6ng. Vi v~y, d€ bi~t duqc chdt luQTig va chfrc nang cua hang hoa khach hang chi dva vao hinh fmh va mo ta hang h6a tren trang web cua cong ty. Do d6, d€ gia tang mired<) hai long cua khach hang, cong ty cftn cung cdp thong tin hang hoa ro rang, de hi€u; d6ng thai cung cdp thong tin hang hoa dfty du nhdt co th€, vi dv nhu mau
s~c hang hoa, chfrc nang cua hang hoa, nha san xudt, v.v ... ben c~nh do, d€ cong ty co sue c~nh tranh ngay cang m~nh me so v6i cac d6i thu thi t6c d<) cua thong tin cling chi~m m<)t phftn quan tr<)ng khong kern, do la cong ty cftn c~p nh~t thong tin
v~ hang hoa m<)t each lien tvc d€ khach hang co th€ bi~t duqc vi~c cong ty co hang hoa m6i nh~m dap ung nhu cftu cua khach hang. Di~u nay giup cho khach hang d§n
d~n hanh vi mua hang thong qua cac thong tin rna khach hang co duqc thong qua trang web.
Uu tien 2: Sv ti~n lqi: khach hang khi mua hang qua m~ng la nh~m dap irng nhu cftu mua s~m cua h9 d6ng thai sv ti~n lqi trong qua trinh mua s~m chinh la y~u
t6 quan tr<)ng d€ d§n d~n vi~c mua hang. V 6i ly do do, khi cong ty kinh doanh qua
m~ng cftn cung cdp cac djch vv nh~m dem l~i sv ti~n lqi nhdt cho khach hang, vi dv nhu vi~c cong ty dua ra cac chinh sach kinh doanh hay cac bu6c giao djch . v6i khach hang sao cho khach hang c6 th€ ti~t ki~m thai gian, chi phi nhdt c6 th€, song
song d6 vi~c mua hang cua khach hang phai duqc th\fc hi~n m()t each d~ dang nh~t cho khach hang.
U u tien 3: Thanh toan: cong ty cfrn cung c~p cho khach hang cac hinh tht'rc thanh toan sao cho thu~n ti~n nh~t cho khach hang khi chi tni tiSn hang h6a rna khach hang c6 th~ chQn l\fa sao cho d~ dang va thu~n ti~n nh~t cho minh. Ngoai ra,
vi~c thanh toan tiSn hang cua khach hang cAn duqc dam bao cho khach hang b~ng
cac rang bu()c gifra cong ty va khach hang sao cho quySn lqi cua khach hang cfin
duqc dam bao an toan va thu~n ti~n nh~t cho khach hang.
Uu tien 4: An toan: khi ti€n hanh mua hang qua m~ng thi mt'rc d() an toan chinh la rao can quan trQng ddn d€n hanh vi mua hang cua khach hang. Do d6, cong ty cfin dam bao vi~c khach hang thanh toan tiSn hang h6a duqc dam bao tai chinh
cho khach hang, tranh tinh tr~ng khach hang da chi tra tiSn hang nhung vdn khong
nh~n duqc hang h6a. Ngoai ra, khi khach hang tien hanh giao d!ch va dang kY thong tin ca nhan thi cac thong tin nay cfrn duqc dam bao an toan, tuy~t m~t.
U u tien 5: Hang h6a: la yeu t6 rna khach hang quan tam nh~t trong su6t qua trinh giao d!ch. D~ cong ty c6 th~ c~nh tranh v6i cac d6i thu khac thi ngoai cac lo~i
hang h6a rna cong ty cung c~p rna khach hang vfin c6 th~ d~ dang tim kiem 6 nhfrng nha cung c~p khac m()t each r()ng rai thi cong ty ci1ng nen c6 nhfrng lo~i hang h6a
1~, d()c dao nh~m lam thoa man nhu cfiu va tam ly cua khach hang, va gia ca cua hang h6a cling re hon cac nha cung c~p khac. vi chung lo~i va gia ca cua hang h6a anh huang den s\f hai long cua khach hang khi mua hang qua m~ng vi khach hang
d~ dang tim ki€m hang h6a cung chung lo~i tir cac nha cung c~p khac va hQ se c6 S\f so sanh vS gia ca hang h6a d~ ra quyet djnh cu6i cung la mua hang nh~m c6 lqi nh~t
cho hQ.
Uu tien 6: Giao hang: day la bu6c cu6i cung trong qua trinh giao djch gifra cong ty va khach hang. Khi hang h6a duqc chuy~n d€n cho khach hang thi phai dung v6i lo~i hang h6a rna khach hang da d{lt v6i ch~t luqng nhu da thoa thu~n va thai gian giao hang cfin phai nhanh chong, dung v6i thai gian rna cong ty va khach hang da thoa thu~n, tranh tinh tr~ng giao hang ch~m tr~, song song d6 bao bi cua
hang hoa cfing din darn bao chfrt luQ'llg nh~rn th~ hi~n S\f ton trQng khach hang va cfing tranh S\f nghi nga cua khach hang v~ chfrt luQ'llg hang hoa ben trong. Ben c~
do, khach hang cfing rfrt quan Him t&i chi phi giao hang do do cong ty nen co nhfing chinh sach hay cac mire uu dai, vi d\l nhu rnua nhi~u rni;it hang thi chi phi giao hang se giarn hay rni€n phi, v.v ... va khach hang co th~ chQn l\fa hinh thuc giao hang
thu~n ti~n nhfrt cho rninh nhu giao hang qua cac dich V\l chuy~n phat nhanh nhu: DHL, EMS, v.v ...
11 u tien 7: Nang 1\fC giao djch: bfrt Clr hinh thuc giao djch nao thi nang l\fC giao djch cua cong ty luon duqc khach hang quan tarn. Trong truang hqp nay, khi giao dich v&i khach hang cong ty dm thong bao cho khach hang bi~t tinh tqmg hang hoa, thai gian v~n chuy~n hang hoa va d~ thu~n ti~n nhfrt thi cac bu&c ti~n hanh giao djch nen duqc th\{C hi~n qua rn~mg. Di~u nay giup ti~t ki~rn thai gian cho khach hang va rnang l(;li S\f thu~n lqi cho khach hang khi giao dich. Tir do, giup tang mire d(> hai long cua khach hang khi rnua hang qua rn(;lng.
11u tien 8: Chfrt luQ'llg trang web: tru&c khi giao djch v&i cong ty thi trang web Ia frn tuQ'llg dAu tien cua khach hang danh cho cong ty, ngoai ra khach hang cfing sir dt.mg trang web d~ tim ki~rn thong tin rna rninh cAn thi~t va ti~n hanh giao dich v&i cong ty nen vi~c thi~t k~ trang web cfing dong vai tro quan trQng khi cong ty kinh doanh qua rn(;lng. Chinh vi v~y, trang web cAn duqc thi~t gay hung thu, loi cu6n d6i v&i khach hang, chfr ro rang, d€ dQc, d€ dang cho khach hang sir dt.mg, dbng thai t6c d(> ho(;lt d(>ng cua trang web va cac lien k~t luon darn bao trong tinh tr(;lng t6t nhfrt.
Tir do, khach hang cam thfry thocii rnai va hung thu nen co th~ gia tang thai gian sir d1,1ng cua h9 d6i v&i trang web. Di~u nay lam tang kha nang khach hang se rnua hang CUa cong ty va lam tang S\f hai long cua khach hang khi rnua hang qua lTI(;lng.
11 u tien 9: Dap ung: th~ hi~n S\f chuyen nghi~p cua cong ty va vi~c h6 trq
khach hang khi giao djch, C\l th~ cong ty luon S~n sang gicii dap th~c lTI~C cua khach hang nhi~t tinh, nhanh chong v&i thai d(> nha nhi;in, lich s\f.
sA H~N cHt evA DE TAI v A HUONG NGHIEN ctru TIEP THEo
Cilng nhu bAt ky cac nghien cfru mio, nghien cfru mly cilng c6 nhfrng h~n ch~
nhAt dinh.
Thfr nhAt, nghien cfru m'ty chi thgc hi~n thong qua vi~c khao sat nhfrng ngm)'i da tirng mua hang qua m~ng t~i Thanh ph6 H6 Chi Minh. Kha nang tbng quat h6a
k~t qua cua nghien cfru se cao hon n~u nghien cfru duqc thgc hi~n t~i m()t s6 thanh ph6 khac vi m6i qu6c gia, tinh, thanh ph6, vilng, mien, dia phuong, v.v ... l~i c6 phong ti)C t~p quan, th6i quen Va nen Van h6a khac nhau do d6 nhu cfru va th6i quen mua s~m cilng khac nhau. Va xa hon nfra, Ia nghien cfru t~i thi truemg cac nu&c khac de c6 the so sanh va xay dgng m<)t h~ th6ng thang do cho cac khai ni~m thfmh phfrn cua sg hai long cua khach hang khi mua hang qua m~ng. Day Ia m<)t huang
cho cac nghien cfru ti~p theo.
Chinh vi v~y, nghien cfru v~n con m<)t s6 h~n ch~ nhAt dinh khi ti~n hanh ap d1,mg trong thgc ti~n d6i v&i cac doanh nghi~p kinh doanh qua m~ng. Ngoai ra, d6i v&i tirng m~t hang kinh doanh khac nhau thi khach hang cilng c6 nhfrng yeu cfiu khac nhau nhAt dinh.
Do d6, cfin c6 them cac nghien cfru cv th~ hon d~ tim hi~u v€ tam ly va nhu du cua khach hang khi mua hang qua m~ng khi ap dvng v&i tirng doanh nghi~p khi kinh doanh cac m~t hang cv the. Do v~y, day chi Ia m()t trong nhfrng ngu6n thong tin h6 trq cho vi~c kinh doanh. Ngoai ra, cac ly giai & phfrn tren chi Ia cac gia
Ti~ng Vi~t
1. B() Cong Thuong (2009), Bao cao thuang mqi ili~n tir Vi~t Nam 2008, Ha N()i
t~i trang web: http://tailieu.vn/xem-tai-lieu/bao-cao-thuong-mai-dien-tu-vn- nam-2008.15647.html (truy c~p ngay 02.02.2010).
2. Bui Nguyen Hung va Vo Khanh Toan (2005), "ChAt luQllg djch vv l~p d~t
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nghi~p Vi~t Nam trong suy thoai", SEM Vi~t Nam t~i trang web:
http://www.semvietnam.com/2009/08/15/ban-hang-truc-tuyen-huong-di-can- thiet-cho-doanh-nghiep-viet-nam-trong-suy-thoai/ (truy c~p ngay 02.02.2010) 4. Duong T6 Dung (2006), Hr;>c kinh doanh qua mqng trong 7 ngay, Nha xuAt
ban Lao D()ng.
5. Duong T6 Dung (2008), Giizo trinh Thuang mqi ili~n tir danh cho doanh
nghi~p, Cong ty Thuong m~i Di~n tic VI Tan.
6. Hoang Tr~mg va Chu Nguyen M()ng NgQc (2005), Phiin tich dfr li~u nghien cU1J vai SPSS, Nha xuAt ban Th6ng Ke.
7. Le Thi Thu Uyen (2007), Cdc yiu t6 tqo il9ng htc lam vi~c cho nhiin vien,
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8. Nguyen Dinh Th9 va Nguyen Thi Mai Trang, (2003), Do Iuong chdt luQ'ng djch v~ sieu tht theo quan iliim cua khach hang, D~ tai nghien Cll'U khoa hQC, MS: CS.2003.01.04, TruOn.g D~i hQc Qu6c Gia Thanh ph6 Hb Chi Minh.
9. Nguyen Phuong Nam (2009), Tile il9ng cua cdc yiu t6 chdt luQ'ng djch v~
forum cao hr;>c kinh ti ain Sif hili long cita hr;>c vien cao hr;>c kinh ti Thanh ph6 HJ Chi Minh, Lu~n van Th~c SI, TruOn.g D~i h9c Kinh Te Thanh ph6 Hb Chi Minh.
Vinalink, Lu~n van Th~c SI, Truemg D~i hQc Kinh T~ Thanh ph6 Hb Chi Minh.
11. Ph~m Anh Tuftn (2008), Tac tlr)ng cua cdc nhiin t6 tinh each thuang hi¢u ttin long trung thanh cua khach hang: Nghien CUu truimg h()'p thj tru(mg tli¢n thogi di tl9ng tgi Vi¢t Nam, Lu~n van Th~c si, Truemg D~i hQc Kinh T~ Thanh ph6 Hb Chi Minh.
12. Trdn Due Long (2006), Danh gia muc tl9 hai long cua khach hang sir d¥ng mgng thong tin di tl9ng S - Fane, Lu~n van Th~c SI, Truemg D~i hQc Bach Khoa Thanh ph6 Hb Chi Minh.
13. VOC (2009), "Ba buac chi~n luqc kinh doanh tren m~ng" t~i trang web: http://www.ticsoft.com/tin-tuc/3-Buoc-chien-luoc-kinh-doanh-tren-mang/9/ (truy c~p ngay 02.02.2009).
Ti~ngAnh
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91 o#v=onepage&q=parasuraman%20%22refinement%20and%20reassessment %20ofllo20the%20servqual%20scale&f=false (truy c~p ngay 05.12.2009). 15. Bert Weijters va Niels Schillewaert (08.2006), (R)e-tail satisfaction: Retail
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khi mua hang qua m~ng
Thanh phftn S\f thu~n ti~n (STT)
• Toi d~ dang tim ki€m hang h6a v&i nhi~u SlJ llJa ch9n khi mua hang qua m~ng
• Toi c6 th~ ti€t ki~m thai gian khi mua hang qua m~ng
• Thu~n ti~n
Thanh phftn Quang cao qua m~ng (QCQM)
• Quang cao san phAm l~p l~i nhi~u IAn thong qua cac trang web, email • Thong bao r<)ng rai nhfrng SlJ ki~n s~p di~n ra
• Thong bao vi~c mua ban trong tuong lai
• Thong bao va cho lai khuyen d6i v&i cac san phAm lien quan
• T6 chuc nhi~u chuong trinh c6 giai thu6ng nhim khuy€n khich va d<)ng vien • Thong bao khi c6 san phAm m&i hay cac san phAm eli da duqc cai ti€n t6t hon • C6 ban phv tung kern theo
• Dang nh~p danh sach mail
• Cong ty duy tri thong bao tin tuc qua m~ng
• Cho phep xem ljch sir mua hang cua nhung khach hang khac
Thanh phftn Thi~t k~ trang web (TKTW)
• Toi thich c~u true cua trang web
• Trang web dAu tien huang dfrn toi d~ dang tim ki€m thong tin rna toi cAn
• Trang web dAu tien huang dfrn toi nai toi c6 th~ tim th~y thong tin rna toi dang '
din
• Toi c6 th~ d~ dang dich chuy~n chu<)t tren trang web • Trang web va cac lien k€t cua n6 ho~t d<)ng t6t • Trang web c6 mau s~c hai hoa
• De dang si'r dl)ng thanh cong Cl) tim ki€m • C6 danh sach cau hoi va diu tra lai • Toi de dang so sanh gia ca cua san phftm • C6 giup do khach hang ti1Jc tuy€n
• Toi de dang nh~n duqc thong tin phim hbi tir nha cung cfip
Thanh phin Ch§t IU'(}'ng thong tin (CLTT)
• Toi tin r~ng trang web cung cfip nhiing thong tin chinh xac cho nhiing khach hang ti€m nang nhu toi.
• Trang web cung cfip thong tin v€ hang h6a cho toi trung thvc, chinh xac • Trang web cung cfip thong tin ro rang d6i v6i toi
• Trang web cung cfip thong tin de hi€u