41. M oa on gm mau ~ t' th~ t" ~ kh ao sa sa ' 't bQ ~ d" 1n t1 'nh
5.2.Ha my chinh sach cho STDM
Thong qua k~t qua nghien c(ru ve SIJ t<ic d()ng cua RM d~n long trung thanh ct:m khach hang, tac gia ham y m<?t s6 v~n d@ sau:
Ni~m tin duqc khach hang danh gia kha cao trong cac thanh ph~n cua RM va ket qua phan tfch h6i qui cho th~y niem tin c6 <'mh hu&ng m~nh nh~t d~n long trung thanh cua khach hang (Beta la 0.331 ). Di~u nay cho th~y trong linh VIJC ban le STDM chua d!Jng nhi@u rui ro thi niem tin dong vai tro eve ki quan trQng, khach hang chi c6 th~ chQn Iva va trung thanh v&i STDM n~u hQ tin tu6ng vao STDM d6. NiSm tin cua khach hang duqc gieo m~m chinh tir nhung trai nghi~m cua khach hang khi su dl,mg cac djch Vl,l cua STDM tlr qua kh(r d~n hi~n t~i. C6 dtrQ'C niem tin cua khach hang da kh6, vi~c duy tri niSm tin ~Y cang kh6 han, do v~y cac STDM nh~t thi~t kh6ng duqc la la chu quan trong b~t ki tinh hu6ng, hoan canh nao rna phai lu6n lu6n n6 lvc khong ngirng v&i mvc tieu c6 duqc niem tin cua khach hang.
Sv cam thong la thanh phftn thu hai cua RM c6 tac d()ng m~nh den long trung thanh cua khach hang (Beta la 0.307). Tuy nhien y~u t6 nay l~i duqc cac khach hang danh gia kha th~p so v&i cac thanh ph~n khac cua. DiSu nay cho th~y khach hang
ngay cang co doi hoi cao han d6i vai cac dich vv STDM cung dp. M6i khach hang
d€u mong mu6n duqc cac STDM d6i xu vai hQ 6 each rna hQ mong mu6n. Do do
cac STDM dn phai hi€u khach hang t6t han, phai th€ hi~n S\f quan Him, cham soc den tling khach hang, phai dS cho khach hang cam nh~n duqc STDM d6i xu nhu khach hang quan trQng, c6 nhu v~y thi khach hang se trung thanh hon d6i v6-i STDM. Sv cam k~t la m9t thanh ph~n khac cua RM cling c6 tic d<)ng m<;tnh d€n long trung thanh cua khach hang (Beta la 0.204) va y~u t6 nay cling duqc khach hang danh gia kha cao. Di€u nay cho thfty khi su· dvng bftt ki dich VV nao Clta STDM, khach hang dSu quan tam d~n S\f cam k~t cua STDM d6i vai dich V\] cua minh. Cach
C\] thS dS STDM chung minh cam k~t cua minh d6i vai khach hang Ia cung dp cac dich vv tuy chinh va linh ho~t d€ dip ung cac nhu du da d~ng cua khach hang.
M9t y~u t6 quan trQng khac trong vi~c xay dvng khach hang S\f trung thanh la y~u t6 quan tri xung d<)t cua STDM (Beta la 0.129). Rftt kh6 d€ cho cac nganh cong nghi~p dich vv d~c bi~t la trong llnh vvc STDM cung clip m9t dich vv hoan hao, khong sai s6t nhung v~n dS quan trQng la STDM dn phai giai quySt v~n dS phat sinh c6 hi~u qua. M9t vftn dS n~u giai quy~t thoa dang c6 th€ lam tang long trung thanh cua khach hang, tuy nhien m<)t vftn dS nh6 n~u khong giai quy~t dn th~n c6 thS din d~n S\f dao thai cua khach hang. Do d6 cac nha quan ly cua STDM dn phai chu d9ng trong vi~c l~p k~ ho<;tch thvc hi~n giai quy~t cac xung d9t tiSm nang va xac dinh cac ngu6n g6c c6 kha nang d~n d~n cac xung d<)t. Ngoai ra cac STDM nen s~n sang dS thao lu~n vS cac vftn dS m<)t each c6i rna vai khach hang cua hQ. M<)t khi STDM thanh cong trong vi~c giai quy~t xung d9t va quan ly cac vftn dS tiSm nang t6n t~i, n6 se mang l~i S\f tv tin cho khach hang khi giao dich vai STDM vase lam cho khach hang trung thanh han.
Ngoai ra truySn thong cua khach hang cling c6 tic d<)ng d~n long trung thimh cua khich hang (Beta la 0.147). DiSu nay cho th~y S\f trung thanh c6 th€ duqc nuoi du5ng bilng each cung dp thong tin kip thai va dang tin c~y cho khach hang, c6 th€ v€ vi~c sir dvng va lqi ich cua dich vv STDM mai ho~c vS tinh tr~ng cac giao dich
hi~n t<:1i clia khach hang. Truy@n thong trong STDM cling co th~ dugc cling c6 b~ng vi~c cung dp thong tin trung thvc v@ nhfrng gl STDM da va dang n6 lvc d~ giai quy~t cac v~n d€ t6n t':li cling nhu ngan ch~n nhfrng v~n d€ ti€m nang co th~ xay ra. Giao ti~p v&i khach hang m(_)t each hi~u qua se giup khach hang trung thanh v&i STDMhon.
Long trung thanh clia khach hang da d;;tt kha t6t, tuy nhien cac STDM dn phai tiSp tl.tc tang cu<'>ng ySu t6 nay. Nhu da trao d6i a tren, long trung thanh clia khach himg co thS dugc t;;to ra, cling c6 va duy tri b~ng cac chiSn luge RM nh~m m1.1c dich xay dvng long tin; thS hi~n cam k~t djch V\1; truy@n thong v&i khach hang trong m(_)t kip thai, dang tin c~y; chu d(_)ng xu ly xung d(_)t hi~u qua va nang cao sv d6ng cam v6·i khach himg.
KSt qua nghien c(ru cho th~y c6 S\f khac bi~t v€ danh gia cac thanh ph~n cua RM va sv trung thanh gili·a cac khach hang co d~c di~m khac nhau (tu6i, gi&i tinh,thu nh~p ), C\lt h~: nam co long trung thanh d6i v&i STDM cao han nfr; khach hang co thu nh~p cang cao thi muc de_) trung thanh ngay cang cao. Dva vao kSt qua nay cac STDM co th~ co cac chiSn luge RM d~c thu danh rieng cho tirng phan khuc khach hang.
Cac nha quan ly cling co th~ Slr d\lng kSt qua nay trong vi~c dao t;;to va tuySn dvng nhan vien. Khi tuy~n dvng, STDM co th~ tim kiSm nhfrng ung vien co nang lvc thiSt l~p, phat tri~n va duy tri m6i quan h~ giua cac ca nhan. Do co th~ la cac bi~u hi~n tv tin trong giao tiSp, giai quyst cac xung dot mot each than thi~n, co tinh th~n tnich nhi~m, cam kSt cao v&i cong vi~c, va th6 hi~n vi~c chia se, d6ng cam v&i m9i nguai. Ngoai ra cac nha quan ly STDM nen khuySn khich va khen thu&ng d6i v&i cac nhan vien co dong gop vao ch~t lugng m6i quan h~ v&i khach hang. Sv cong nh~n nay se Ia d9ng h;rc ds cac nhan vien co cam kSt cao v&i vi~c xay dvng, pMt tri~n va duy tri cac m6i quan M v&i khach hang.
5.3. H~n ch~ ciia d~ tai va hmmg nghien cu·u ti~p theo
( 1) S6 luqng ffi~U nghien Clru con h:;tn ch~, l:;ti chi dUQ'C thu th~p a thi tru(mg thanh ph6 H6 Chi Minh, phu011g phap chQn m~u thu~n ti~n la hlnh thuc chQn m~u phi xac su~t nen tinh k:hai quat, tinh d:;ti di~n cho thi truoug chua cao.
(2) Nghien cuu chi t~p trung vao k:hach hang ca nhan nen kSt qua khong d:;ti di~n cho t~t ca cac khach hang. Nghien Clru nay nen duqc li;ip l:;ti v&i khach hang doanh nghi~p va nhu v~y ta c6 th€ t6ng quat hoa duqc cac cam nh~n cua khach hang v€ RM va tac d()ng cua RM dSn long trung thanh cua khach hang trong linh VlJC STDM.
(3) Nghien c(ru chi thl,fc hi~n trong llnh vl,fc STDM, do v~y c:in thiSt duqc m& r{)ng nghien Clru sang cac llnh VlJC khac d€ CO th€ t6ng quat hoa v€ S\I anh huang cua RM dSn long trung thanh cua khach hang.
(4) Nghien Clru nay chi ki€m tra Sl,I tac d()ng cua RM dSn long trung th<'mh cua khach himg la chua du. C~n c6 cac nghien Clru tac d()ng cua RM dSn Sl,I thoa man cua khach hang, hi~u qua kinh doanh cua t6 chuc, trong di€u ki~n Cl,l th€ & Vi~t Nam.
TAl LlE:U THAM KHAO
Ti~ng Vi~t
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Trust- Sin, et al., (2005)
1 We trust each other
2 They are trustworthy on important things
3 According to our past business relationship, my company thinks that they are trustworthy persons
4 My company trusts them
Commitment- Ndubisi (2007)
1 The bank makes adjustments to suit my needs
2 The bank offers personalized services to meet customer need 3 The bank is flexible when its services are changed
4 The bank is flexible in serving my needs
Communication - Ndubisi (2007)
1 the bank provides timely and trustworthy information 2 the bank provides information when there is new banking 3 the bank makes and fulfils promises
4 Information provided by the bank is always accurate
Conflict handling-Ndubisi (2007)
1 The bank tries to avoid potential conflict
2 The bank tries to solve manifest conflicts before they create problems
3 The bank has the ability to openly discuss solutions when
Empathy - Sin, et al., (2005)
1 We always see things from each other's view 2 We know how each other fields
3 We understand each other's values and goals
4 We care about each other's feeling
Customer Loyalty -Ndubisi (2007)
1 considering the bank as first choice among other banks in the area;
2 and the bank that first comes to my mind when making purchases decision on bank services.
Phfm giO'i thieu:
Xin chao cac Anh/Chi. T6i ten la Nguyen M<:tnh D6ng. Hom nay, t6i r~t han h<:tnh duqc don tiSp cac Anh/Chi dS chung ta cling nhau thao lu~n vS nhfrng ySu t6 anh huang dSn long tl'ung thanh cua khach hang d6i vai cac sieu thi di~n may trong ph(;lm vi dia ban thanh ph6 H6 Chi Minh. R~t mong S\1' tham gia tich C\l'C cua cac Anh/Chi va cling xin Anh/Chi luu y t~t ca cac y kiSn dSu duqc tran trQng, kh6ng danh gia dung sai. T~t ca y kiSn trung thvc cua Anh/Chj dSu dong gop vao SIJ thanh c6ng cua nghien Clru nay. (adsbygoogle = window.adsbygoogle || []).push({});
Chung ta cling nhau tiSn hanh cong vi~c a phin tiSp theo:
Phin 1: Cac diu hoi kham pha:
I. Cau hoi chung
Anh/Chi co thuemg di sieu thi di~n may kh6ng? Anh/Chi thu{mg di nhfrng sieu thi di~n may nao?
Trong nhfi"ng sieu thi d6, AnhJchi thich di sieu thi di~n may m1o nh~t? Vi sao?
Nhii'ng yiu t6 nao se anh huang dSn Anh/Chi Iva chQn m9t sieu thi di~n may dS quay l<:ti mua s~m ngay khi c6 nhu du, giai thi~u, tu v~n cho nguai than, nhfrng nguai rna Anh/Chj quen biSt mua s~m a sieu thi di~n may do.
II. Kham pha pha cac y~u tfi marketing quan h~ cua STDM
1. Anh/Chi vui long cho biSt nhfrng ySu t6 nao lam Anh/Chi tin tu6ng rn()t Sieu thi di~n may? Anh/Chi mong mu6n gi dS tin tucmg hun vao m()t STDM?
./ Uytin
./ Ch~t luqng
./ Quanh~
./ Cham soc khach hang
../ Sv di~u chinh cua djnh V\1
../ Nhanh chong, linh ho<;tt thay d6i san ph~n d€ dap ung nhu d.u
3. Theo Anh/Chi chuc nang truy~n thong cua STDM co thvc sv hi~u qua? C.in nhfrng yeu t6 gi rna STDM dn co d€ gia tang chl'rc nang nay .
../ Kha nang cung dp thong tin ../ Kha nang ti€p nh~n thong tin
../ Th\l·c hi~n dling nhu thong tin cung dp
4. Anh/Chj quan tam den kha nang xu ly xung d()t cua STDM nhu the nao ? Anh/Chi cho biet nhung yeu t6 nao la quan tr<,mg d€ danh gia kha nang Xlr ly xung d()t cua STDM khi phat sinh xung d()t.
../ Sv chu d()ng tninh xung d()t
../ Sv c6 g~ng giai quyet sung d()t, khieu n<;ti cua STDM ../ Nhi~u giai phap giai quyet xung d()t
../ Kha nang giai quyet nhanh chong
5. Anh/Chi hi6u duqc SIJ c6 g~ng cua STDM trong vi~c dap ung nhu d.u cua Anh/Chi nhu the nao ? Ngm)'c l<;li, STDM hi~u duqc nhung nhu du cua Anh/Chi nhu the nao ?
../ Thai d(), sv l~ng nghe m()t each nhanh chong ../ sv ph\lc V\1 cham soc la hqp ly
../ Tu v~n dn thi€t
III. Kham pha long trung thimh cua khach himg
1. Anh/Chi cho biet di~u gi lam anh chi hai long v6i STDM?
2. Anh/Chi cho biet di~u gi lam Anh/Chi khong hai long v&i STDM?
3. Anh/Chi cho biet di~u gi danh gia long trung thanh cua m()t khach hang a6i