UNIVERSITY OF ECONOMICS AND BUSINESS FACULTY OF BUSINESS ADMINISTRATION ----------

CNG NGHIN CU QUN TR DCH V

TI:
MI QUAN H GIA CHT LNG DCH V, S HI LNG V LNG TRUNG THNH CA KHCH HNG TRNG HP NGHIN CU CA HNG KFC KHU VC H NI

Nhm 4 Phm Khnh Duy Nguyn Th Hng Vn Phm Th Thy Nhung Nguyn Th Thy Nguyn Tng Anh Trn Vn Hiu Bi Th Phng Loan

HANOI, 14th April 2014

I.

MC LC MOTIVATION: ....................................................... Error! Bookmark not defined.

II. RESEARCH QUESTION: ..................................................................................... 3 III. THEME OF STUDY: ............................................................................................ 3 IV. RESEARCH OBJECTIVES: ................................................................................ 5 1. 2. Theoretical perspectives: ................................ Error! Bookmark not defined. Practical perspective ....................................... Error! Bookmark not defined.

V. SCOPE AND LIMITATIONS: .............................................................................. 6 1. 2. 3. Place : ................................................................................................................ 6 Research subjects: ............................................................................................. 6 Limitations: ....................................................................................................... 6

VI. RESEARCH METHOD: ....................................................................................... 6 VII. RESEARCH AGENDA: ...................................................................................... 7

I. TNH CP THIT CA TI NGHIN CU:

- n nhanh ang dn tr thnh mt xu th ph bin, khng ch cc nc phng Ty m ngay c cc nc phng ng bi c tnh nhanh, tin dng m hnh thc li bt mt. Ti Vit Nam, d mi c du nhp nhng sn phm ny gp phn khng nh trong vic thay i thi quen v th hiu ngi tiu dng. Hin nay c rt nhiu cc nhn hiu thc n nhanh m chng ta c th im ngay nh Lotte, Burger King, Mc Donald, Pizza Hut,mt trong nhng nhn hiu ni ting v thnh cng nht chng ta phi k n l i gia KFC thu ht hn 20 triu lt khch trong nc hng nm. - Nhu cu ca khch hng thay i lin tc v do vy, p ng mt cch tt nht nhng nhu cu , KFC cn thng xuyn thc hin cc hot ng nghin cu marketing nhm thm d nhu cu th trng cng nh kho st mc hi lng ca khch hng v cht lng ca sn phm dch v ca chui t c nhng thay i mang tm chin lc nhm p ng tt nht mong mun ca khch hng, cng nh to li th cnh tranh v pht trin bn vng trong nn kinh t hi nhp nh hin nay V cng l l do v sao nhm chng em thc hin ti ny
II. CU HI NGHIN CU (1) Is there any meaningful difference between customers expectations and their perception about KFCs performance? (2) What is the relation between three concepts of service quality, customer satisfaction and loyalty? (3) What is the relation between five dimensions of service quality, satisfaction and loyalty? (4) What is the relation between resulted and processed dimensions of satisfaction and loyalty? III. C S L THUYT: Cht lng dch v Cht lng dch v l mt thnh tu t c trong Dch v khch hng. N phn nh mi dch v m ta gp phi. Khch hang hnh thnh nn nhng k vng v dch v t nhng tri nghim trong qu kh, nh truyn ming v qung co. V tng qut th khch hng s so snh dch v m mnh s dng vi nhng k vng v dch v ca

mnh, nu dch v m khng c nh nhng k vng ca khch hng th n s lm h tht vng. Cc yu t ca cht lng dch v: Tangibility: physical facilities, equipment, and appearance of personnel Reliability: ability to perform the promised service dependably and accurately Responsiveness: willingness to help customers and provide prompt service Assurance: knowledge and courtesy of employees and their ability to inspire trust and Confidence Empathy: caring individualized attention the firm provides to its customers S hi lng ca khch hng y l mt thc o v nhng sn phm v dch v c cung cp bi mt cng ty xem liu n c p ng hay vt xa k vng ca khch hng hay khng. S hi lng ca khch hng c nh ngha l s lng khch hng, hay s phn trm trong tng s khch hng, nhng ngi m bo co li vi cng ty v mt sn phm hay dch v vt qua mt mc hi lng nht nh. Mi quan h gia cht lng dch v vi s hi lng ca khch hng

Reliability Responsiveness Assurance Empathy Tangibles Cht lng sn phm Cht lng dch v

Yu t tnh hung

S hi lng ca khch hng

Lng trung thnh ca khch hng

Gi

Yu t c nhn

Customer perceptions of quality and customer satisfaction (Wilson et al., 2008, p.79) IV. MC TIU NGHIN CU: 1. Mc tiu l thuyt: Chng ta cp n cht lng ca dch v v mc hi lng ca khch hng khi c cung cp dch v .S hi lng c hiu l khi cung cp y tt c cc nhu cu ca khch hng v hng ha v dch v,c s khc nhau ty thuc theo cc ngnh cng nghip,theo nhn khu hc,theo tng c nhn con ngi.Ngoi ra,mc hi lng c nhng cch tip cn khc nhau ty thuc n l sn phm hay l dch v.Chng ta ang tm hiu v cht lng hng ha,dch v cng nh mc hi lng v sn phm thoi mi v s hu ch m sn phm dch v mang li theo mc ch ban u m n c to ra v bun bn.T ,chng ta khng th khng quan tm n mc hi lng.Thc t chng minh rng s hi lng ca khch hng bt ngun t cht lng dch v m h cm nhn c v t to ra s trung thnh ca khch hng vi dch v . nghin cu ny,chng ta s tm hiu c th cht lng dch v,s tha mn ca khch hng v mi quan h gia chng trong trng hp c th ca KFC. 2. Mc tiu thc tin: Mc gn b ca khch hng tr thnh mt mi quan tm ln cho nhiu doanh nghip .Ngi ta tin rng ch phi chi ra chi ph t hn gi chn mt khch hng hn l thu ht thm mt khch hng mi . l l do ti sao gi chn khch hng li quan trng i vi thnh cng trong kinh doanh .Gi chn khch hng trong bn l l mt yu t quan trng ' mc hi lng , do c lin quan n nhn nh ca khch hng v cht lng dch v m h nhn c trong mt giao dch nht nh. Nghin cu ca chng ti iu tra cc yu t quan trng gip xc nh nhng k vng ca ngi tiu dng v ngnh cng nghip thc n nhanh v nhn thc ca h v cht lng dch v c hnh thnh khi hng th dich v thc n nhanh .Nghin cu trc cho thy rng s hi lng ca khch hng dn n s trung thnh ca khch hng cao hn v n dn n quyt nh tip tc s dng dch v . Mt s m hnh o cht lng dch v xut hin trong cc ti liu . Cht lng dch v c hiu l dch v c cung cp nh th no i chiu vi mong i ca khch hng.Chng ta so snh cc dch v m khch hng mong i vi nhn xt v dch v m h nhn c.Do , cc nh qun l KFC c th s dng kt qu lm cho mc hi lng ca khch hng tt hn , ci thin mc trung thnh v cui cng dn n doanh s bn hng ci thin.

V. GII HN V PHM VI NGHIN CU: 1. Khu vc: Ca hng KFC a bn H Ni 2. i tng nghin cu: Nhng khch hng s dng dch v ti ca hng KFC 3. Gii hn: - Gii hn ca ti : chng ti chn nghin cu v KFC H Ni, do khng phi l nghin cu tt c cc ca hng ca KFC nn c th khng khch quan v kt qu. V nghin cu cng khng phn nh tt c cc ca hng H Ni hoc cc tnh khc c chnh xc kt qu tng t. - Gii hn ca nghin cu nh tnh v nh lng: c lin quan n hiu lc v tin cy. Phng php v thit k nghin cu ca chng ti c th i km vi gii hn v c th kim sot mt s nh trong . - Gii hn ca cc cng c kho st: chng ti s dng kho st trc tuyn v off-line kho st cho mi khch hng n cc ca hng mua v n thc n nhanh hoc kho st trc tuyn cho ngi n v ngi mua v nh. Tuy nhin, c mt s hn ch ca phng php ny v ngi mua v nh khng quan tm n qu trnh, thi gian cng vic, b tr v th tc m chng ta cn - iu ny c th lm sai lch n kt qu nghin cu ca chng ti trong mt s cch do thc t rng h khng bit c th lm kho st, thm ch lm bng cu hi. - Gii hn thi gian : v thi gian hn ch, n ch tp trung vo thnh ph H Ni v khng th m rng quy m ca cuc kho st c ci nhn khch quan hn v th trng thc n nhanh cng nh ca hng KFC. VI. PHNG PHP NGHIN CU: PHNG PHP NGHIN CU NH LNG 1. Phng php thu thp d liu a. Ngun ti liu th cp bao gm thu thp thng tin ch yu l v qu trnh phc v v s sp t trong cc ca hng bn thc n nhanh trn Internet, cc loi sch trong nc v nc ngoi lin quan n ch qun l dch v, bn cnh l cc bi bo phn tch v KFC, v phn nh ca khch hng i vi qu trnh phc v trong nh hng. b. Ngun ti liu s cp c thu thp t vic quan st trc tip cc ca hng KFC trong nhng khong thi gian khc nhau. Bn cnh , nhm c cc bi phng vn vi khch hng v nhn vin bn hng ca ca hng KFC. 2. Phng php chn mu: - Phng php chn mu ngu nhin phn tng.

3. Phng php phn tch d liu: Sau khi c m ha, d liu s c phn tch bng phn mm SPSS phn tch thng k v tin hnh kim nh. VII. TIN NGHIN CU:

STT

CNG VIC Thng nht cng nghin cu v phng php nghin cu Tng quan ti liu Lp bng hi Chnh sa, hon thin bng hi Phng vn X l d liu v rt ra kt lun Vit bo co

1519/04

2024/04

Tin thc hin 2530/0429/04 04/05

05/0509/05

10/05-15/05

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TNG THI GIAN : 4 TUN 1. Ngoi 5 yu t cn yu t no ko 2. Lm th no o lng 3. Vit Nam, ci no quan trng nht 4. C nhng yu t tng ln khch hng ko nhng khi b gim th khch hng s . (food safety) 5. C nhng yu t to ra s ngc nhin, nu c th hi lng, ko c th cng ko sao. Hi lng + Trung thnh Ko hi lng vn trung thnh (th discount)