1.3.

2 Cc m hnh nghin cu v s hi lng ca thnh vin knh phn phi S tha mn - hi lng ca khch hng (customer satisfaction) l mc ca trng thi cm gic ca mt ngi bt ngun t vic so snh kt qu thu c t vic tiu dng sn phm/dch v vi nhng k vng ca anh ta. Mc hi lng ph thuc s khc bit gia kt qu nhn c v k vng, nu kt qu thc t thp hn k vng th khch hng khng hi lng, nu kt qu thc t tng xng vi k vng th khch hng s hi lng, nu kt qu thc t cao hn k vng th khch hng rt hi lng (Kotler, 2002). T nh ngha c th thy c s hi lng ca khch hng ph thuc vo mc k vng ca khch hng. i vi doanh nghip, nh bn l cng l khch hng nhng l khch hng t chc, khc vi khch hng c nhn (h khng phi l ngi s dng sn phm/ dch v cui cng, h mua vi s lng ln). V th khi nghin cu s hi lng ca cc nh bn l, cc nh nghin cu xem xt nhng kha cnh khc a ra nhng thang o khc nhau. V cc nghin cu tiu biu, u tin phi nhc n nghin cu ca Bert Rosenbloom (1991). Theo nghin cu ny th a s cc thnh vin knh phn phi thng nh gi cao nhng m bo ca nh sn xut trong 4 lnh vc sau: (1) Dng sn phm mang li li nhun tt, (2) H tr xc tin qung co, (3) H tr v qun l v (4) Chnh sch bun bn & quan h hu ngh. Nghin cu ny pht hin ra nhng yu t chnh c cc thnh vin trong knh phn phi ni chung v cc nh bn l ni ring u nh gi cao. Bn cnh , nghin cu ca Skinner, Gassenheimer and Kelley (1992) cng cp n s hi lng ca cc nh bn l c th b nh hng bi s sn sng hp tc gia nh cung cp (nh sn xut) v cc nh bn l. Kt qu cho thy mi ph thuc ln nhau ny gia cc nh bn l v cc nh sn xut lm tng s hp tc ng thi lm gim mu thun gia h. S cng tc v nhng mu thun nh i lm cho s hi lng ngy cng cao hn. Tuy nhin nghin cu ny cha ch ra c nhng yu t c th no lm cho nh qun tr c th tip cn ci thin tnh hnh knh phn phi ca doanh nghip mt cch tt nht.

Mt nghin cu khc c thc hin bi Andaleeb (1996) v vic kim chng s ph thuc v s tn nhim nh hng n s hi lng trong mt knh phn phi. L thuyt ny cho rng cng c nhiu nim tin trong mi quan h, s hi lng ca nh bn l ngy cng cao. chng minh l thuyt ny, mt s m hnh nghin cu c a ra p dng cho 72 nh qun l bn hng v mua hng. Kt qu kho st cho thy khng cn thit phi xy dng mi quan h gia s tn nhim v s hi lng. Nhng kt qu ca nghin cu li cho thy rng mc ph thuc quyt nh n mc hi lng. Mt tip cn theo trng phi khc c Geynskens; Steenkamp & Kumar (1999) cng b pht hin ra rng s hi lng trong mi quan h gia nh bn l v nh sn xut c th thuc 2 loi: hi lng v kinh t v hi lng v x hi. Hi lng v kinh t lin quan n phn ng tch cc ca mt thnh vin knh i vi sn lng kinh t tch cc ca mi quan h nh doanh s v li nhun. Hi lng v x hi l nhng phn ng cm tnh tch cc ca thnh vin knh n kha cnh x hi, khng lin quan n li ch kinh t nh giao tip c nhn vi i tc. Sau khi trao i gia cc nh l thuyt v cc chuyn gia Geynskens; Steenkamp & Kumar nm (1999) quyt nh a ra 24 yu t o lng s hi lng v kinh t v 22 yu t o lng v hi lng v x hi. Nghin cu tip theo ca Geyskens v Steenkamp (2000) cn cho thy 2 loi hi lng c mt nh hng n cc nhn t khc nhau trong mi quan h. V d s hi lng v kinh t nh hng n s trung thnh theo mt hng tch cc. S phn nn nh hng nhiu n s hi lng v x hi nhiu hn v t nh hng s hi lng v kinh t. Nghin cu ny ng gp quan trng vo vic nghin cu s hi lng ca cc nh bn l i nh sn xut. Hi lng kinh t S hi lng ca nh bn l Hi lng x hi

Hnh 1.2: Hai loi hi lng ca nh bn l (Geyskens, Steenkamp, 2000) Theo Geyskens, Steenkamp (2000), vic nh cung cp s dng nhng sc mnh cng ch, nhng iu kin rng buc bng hnh pht s lm gim s hi lng ca nh bn l. Mt s cng c lm tng hi lng kinh t l cung cp nhng sn phm cht lng cao i vi th trng, gim gi bn hng, cung cp cc chin lc h tr bn hng, h

tr marketing nng cao hi lng x hi th nh sn xut nn ngng hoc hn ch s dng quyn lc cng ch m i n nhng tha thun mang tnh hp tc, hoc nhng chnh sch, iu kin rng buc khng mang tnh cht trng pht. Tip theo, mt nghin cu kh ton din l ca Schellhase, Hardock, Ohlwein (2000) v s hi lng ca cc nh bn l i vi cng ty Edeka, Metro, Rewe, Spar, Tengelmanv mt s cng ty khc xc nh c 10 yu t nh hng n s hi lng ca cc nh bn l i vi cc nh sn xut. l: (1 )Tip xc c nhn (person contact), (2) ng gi/hu cn (logistics/package), (3) Khuyn mi (selling promotions), (4) Mc hp tc (cooperation intensity), (5) H tr bn hng (shelf service), (6) Qun l sn phm (product management), (7) Chnh sch gi (price policy), (8) Chnh sch bn hng (sales conditions), (9) Cht lng v linh ng (quality and flexibility), (10) Cc iu kin (Conditions). Trong nghin cu ny ta thy yu t Mc hp tc cng c c nhc n, bn cnh cn c thm 9 yu t na c cp n. Nghin cu ny ch ra mt cch chi tit v r rng c nhng yu t nh hng n s hi lng ca cc nh bn l i vi nh sn xut. Nhng yu t ny c lit k trong hnh: Tip xc c nhn Qun l sn phm Chnh sch gi S hi lng nh bn l

Bao gi/logistics

Xc tin bn hng

Li nhun v hiu qu bn hng Cht lng v s linh hot dch v Cc iu kin

Cng hp tc

H tr bn hng

Hnh 1.3 : Cc yu t nh hng n s hi lng ca nh bn l.

Tip xc c nhn: Nhn vin bn hng, qun l bn hng, ngi lin h trc tip vi nh bn l trong mi quan h gia nh bn l vi nh cung cp. Bao gi/ logistics: Vic t chc, h tr bn hng, t chc logistics. Xc tin bn hng: T chc cc chng trnh xc tin, chng trnh khuyn mi bn hng. Cng hp tc: Vic trao i thng tin, lin h, x l vn gia nh bn l v cng ty cung cp sn phm. H tr bn hng: Cung cp cc dch v, cng c h tr bn hng cho cc ca hng bn l. Qun l sn phm: Pht trin sn phm mi, ci tin sn phm, chnh sch sn phm, qung co sn phm n vi ngi tiu dng Chnh sch gi: iu kin gim gi, s minh bch v gi. Li nhun v hiu qu bn hng: Li nhun trn sn phm, vic giao hng ng gi, tin cy. Cht lng v s linh hot ca cc dch v: nh gi v cht lng sn phm v kh nng p ng cc nhu cu c nhn ca c s bn l. Cc iu kin: Nhng iu kin ca nh cung cp i vi nh bn l trong mi quan h kinh doanh. Nhn chung cc m hnh nghin cu u a ra nhng kha cnh, nhng thuc tnh khc nhau nh gi s hi lng ca nh bn l. Tuy nhin, hu ht nhng m hnh ny ch a ra nhng yu t nh gi s hi lng ca nh bn l i vi nh sn xut m cha a ra c nhng nhm yu t c th c th phn tch tc ng vo s hi lng ca nh bn l v cho php o lng c hiu qu th hin cc yu t . 1.1 M hnh l thuyt s hi lng ca nh bn l i vi cng ty Bia Hu: T mc tiu ca ti v c s l thuyt ca nhng nghin cu c thc hin trc , ti xin xut m hnh v cc gi thuyt nghin cu c trnh by hnh 1.4.

Nhn vin bn hng Hi lng v kinh t Chin lc y Hi lng v x hi Qun l sn phm Hnh 1.4: M hnh nghin cu Ngi lin h trong trng hp nghin cu s hi lng ca nh bn l l nhn vin bn hng ca cng ty. i ng nhn vin bn hng ca cng ty l cu ni gia cng ty, sn phm ca cng ty, cc chnh sch ca cng ty vi cc nh bn l. V vy, h l ngi c mi quan h mt thit vi nh bn l. V nh bn l l ngi c nhng nh gi v thi v hiu qu cng vic ca nhn vin bn hng.