Bai Bao Cao NCKH

Qua khong thi gian bn nm c hc tp ti trng, em c cc Thy,
C ng vin, dy d v truyn t nhng kin thc chuyn ngnh cng nh kin

thc v cuc sng, v o c lm ngi.
u tin, em xin c gi li cm n n Ban Gim hiu Trng i hc
Lc Hng to iu kin cho em c mi trng hc tp v rn luyn bn thn.
Em cng xin c cm n cc Thy, C hin ang l ging vin ti khoa Qun Tr
- Kinh t Quc t l nhng ngi nhit tnh ging dy cho em nhng kin thc
nn tng trong sut bn nm hc qua.
Em xin c t lng bit n su sc n Thc s Nguyn Thanh Lm, l
ngi tn tm hng dn, ch bo v gp cho em nhng li khuyn thit thc
trong sut qu trnh nghin cu ti ny.
Em cng xin c gi li cm n chn thnh n Ban Gim c cng ton th
cc anh, ch thuc phng Kinh doanh ca Cng ty C phn Sn ng Nai nhit
tnh gip v to mi iu kin tt nht cho em trong qu trnh thc tp v nghin
cu ti Cng ty.
c bit em cng xin cm n gia nh v bn b l nhng ngi lun bn cnh
ng vin v ng h v mt tinh thn cho em trong nhng lc kh khn.
Cui cng, Knh chc ton th nhn vin ca Cng ty C phn Sn ng Nai
v cc Thy, C ca Trng i hc Lc Hng lun di do sc khe v thnh
cng.
Bin Ha, thng 06 nm 2011
Sinh vin nghin cu
NGUYN VN LM
MC LC
MC LC Trang
DANH MC CC T VIT TT
DANH MC CC BNG
DANH MC CC HNH
DANH MC CC BIU V S
TNG QUAN V TI NGHIN CU............................................................1
CHNG 1: C S L LUN V S HI LNG CA KHCH HNG.....7
1.1. Dch v:.........................................................................................................7
1.1.1. Mt s khi nim v dch v: ...............................................................7
1.1.2. nh ngha dch v:...............................................................................8
1.1.3. Bn cht v c im ca dch v:......................................................8
1.2. o lng s hi lng ca khch hng i vi cht lng dch v:.........9
1.2.1. nh ngha v cht lng dch v: ......................................................9
1.2.2. nh ngha v s hi lng ca khch hng:........................................9
1.2.3. o lng s hi lng ca khch hng i vi cht lng dch v: ..9
1.2.4. Cc m hnh o lng mc hi lng ca khch hng i vi
cht lng dch v:...........................................................................................10
1.2.4.1. M hnh Gronroos:.........................................................................11
1.2.4.2. M hnh SERVQUAL: ..................................................................11
1.2.4.3. M hnh khe h trong cht lng dch v: ....................................12
1.2.5. Mi quan h gia cht lng dch v v s hi lng ca khch
hng:.... ..............................................................................................................13
1.3. Phng php thu thp d liu v qu trnh nghin cu: ......................14
1.3.1. Phng php thu thp d liu cho qu trnh nghin cu: .............14
1.3.2. Qu trnh nghin cu: ........................................................................15
KT LUN CHNG 1........................................................................................22
CHNG 2: NGHIN CU THC TRNG MC HI LNG CA
CC CA HNG, I L I VI CHT LNG DCH V GIAO
HNG, I HNG CA CNG TY C PHN SN NG NAI. ................23
2.1. Gii thiu chung v Cng ty C phn Sn ng Nai: ...........................23
2.1.1. Gii thiu v Cng ty:.........................................................................23
2.1.2 Qu trnh hnh thnh v pht trin: .................................................24
2.1.3. Lnh vc hot ng:............................................................................25
2.1.4. T chc b my ca Cng ty: ............................................................25
2.1.4.1. Tnh hnh nhn s ti cc phng ban: ............................................25
2.1.4.2. Chc nng, nhim v cc phng ban ca Cng ty C Phn Sn
ng Nai: ........................................................................................................27
2.1.5. Cng ty C phn Sn ng Nai vi nhng thun li v kh khn
hin ti: ..............................................................................................................32
2.1.5.1. Thun li: .......................................................................................32
2.1.5.2. Kh khn: .......................................................................................34
2.2. Thc trng mc hi lng ca cc Ca hng, i l i vi cht
lng dch v giao hng, i hng ca Cng ty C phn Sn ng Nai: ......35
2.2.1. i tng nghin cu: ........................................................................35
2.2.2. Kch thc mu: .................................................................................36
2.2.3. Thit k phiu kho st (bn cu hi):..............................................36
2.2.4. Phn tch d liu v kt qu nghin cu: .........................................38
2.2.4.1. Mt s thng tin chung ca cc Ca hng, i l: ........................38
2.2.4.2. Nhng nhm nhn t nh hng n mc quan trng ca cc
Ca hng, i l i vi cht lng dch v giao hng, i hng ca Cng ty
C phn Sn ng Nai: ..................................................................................40
2.2.4.3. So snh mc hi lng hin ti ca cc Ca hng, i l i vi
s k vng ban u v cht lng dch v giao hng, i hng ca Cng ty
C phn Sn ng Nai: ..................................................................................46
2.2.4.4. nh gi tm quan trng ca cc nhn t nh hng n mc
hi lng ca cc Ca hng, i l i vi cht lng dch v giao hng, i
hng ca Cng ty C phn Sn ng Nai. .....................................................56
2.2.5. Nguyn nhn ca nhng tn ti trn: ...............................................60
2.2.5.1. V nguyn nhn ch quan:.............................................................60
2.2.5.2. V nguyn nhn khch quan: .........................................................61
KT LUN CHNG 2........................................................................................62
CHNG 3: MT S GII PHP NNG CAO MC HI LNG CA
CC CA HNG, I L I VI CHT LNG DCH V GIAO
HNG, I HNG CA CNG TY C PHN SN NG NAI.................63
3.1. nh hng v mc tiu ca Cng ty C phn Sn ng Nai:.............63
3.2. Nhm gii php th nht:.........................................................................63
3.2.1. Cc gii php dnh cho nhm uy tn v hnh nh [FAC1]:............63
3.2.1.1. Tng cng u t cho mu m, bao b v cc bng mu hin ti
ca Cng ty: ....................................................................................................63
3.2.1.2. Xy dng cc chng trnh khuyn mi: .......................................65
3.2.1.3. Tng cng qung co trn truyn hnh v tham gia cc hi ch
a hng Vit v nng thn: ......................................................................69
3.2.2. Cc gii php dnh cho nhm qu trnh phc v [FAC4]: ............72
3.2.2.1. .. B tr, sp xp li phng tin chuyn ch v nhn vin vin giao
hng: ........................................................................................................72
3.2.2.2. Thng bo kp thi n cc Ca hng, i l trong trng hp
giao hng chm tr do s c ngoi mun: ...................................................75
3.3. Nhm gii php th hai: ...........................................................................75
3.3.1. Cc gii php dnh cho nhm mc quan tm [FAC2]:.............75
3.3.1.1. Tng cng o to v nng cao trnh chuyn mn cho cc
nhn vin: ........................................................................................................75
3.3.1.2. Gip nhn vin lun quan tm v theo di thng xuyn cc thng
tin phn hi t cc Ca hng, i l: .............................................................77
3.3.2. Cc gii php dnh cho nhm sn phm [FAC5]: ..........................78
3.3.2.1. Tng cng cng tc qun l cht lng sn phm bng cch thnh
lp nhm cht lng ti Cng ty:....................................................................78
3.3.2.2. Lp k hoch c th cung cp cc n t hng cho tng Ca
hng v i l vo nhng t Cng ty tng gi bn sn phm: .....................81
3.4. Nhm gii php th ba: ............................................................................84
3.4.1. Cc gii php dnh cho nhm nng lc chuyn mn [FAC3]: ......84
3.4.2. Cc gii php dnh cho nhn t mc doanh thu [I]:.......................84
3.4.2.1. Xy dng mi quan h tt vi cc Ca hng, i l c doanh thu
cao:.. ........................................................................................................84
3.4.2.2. Thc hin chng trnh u i cho cc i tng ny bng cc
phiu qu tng: ............................................................................................85
KT LUN CHNG 3........................................................................................88
PHN KIN NGH.................................................................................................89
PHN KT LUN..................................................................................................90
TI LIU THAM KHO
PH LC

DANH MC CC T VIT TT TRONG BO CO

BSA: Business Studies & Assistance Center.
DNTN: Doanh nghip t nhn.
FAC: K hiu tn cc nhm nhn t.
GVHD: Gio vin hng dn.
NV: Nhn vin.
Parasuraman & ctg: Prasuraman v cc cng s.
STT: S th t.
TC HC: T chc Hnh chnh.
TNHH: Trch nhim hu hn.
TP.HCM: Thnh ph H Ch Minh.
Tr.: Triu ng.
UBND: y ban nhn dn.
VIP: Very Important Person.
VNR: Viet Nam Report.
XD: Xy dng.

DANH MC CC BNG

Bng 1.1: Cc kha cnh trong phng php Servqual ca Parasuraman .............11
Bng 2.1: S lng cn b, cng nhn vin ti cc phng ban .............................26
Bng 2.2: C cu nhn lc theo trnh hc vn .................................................26
Bng 2.3: Doanh thu ca cc sn phm qua cc nm (2007 2010).................... 33
Bng 2.4: Bng s lng phiu kho st thu c................................................ 36
Bng 2.5: Loi hnh kinh doanh ............................................................................ 39
Bng 2.6: Mc t hng thng xuyn............................................................ 39
Bng 2.7: Thi gian bn hng cho Cng ty........................................................... 40
Bng 2.8: Mc doanh thu ...................................................................................... 40
Bng 2.9: KMO and Bartlett's Test nhm Q......................................................... 41
Bng 2.10: H s iu chnh ca cc bin rt trch nhm Q................................. 41
Bng 2.11: Ma trn xoay nhn t nhm Q............................................................ 42
Bng 2.12: Kt qu Cronbachs Alpha nhm 1..................................................... 43
Bng 2.17: Gi tr trung bnh gia mc hi lng [L] v mc quan trng [Q]
ca nhm 1 ............................................................................................................. 46
ca nhm 2 ............................................................................................................. 49
ca nhm 3 ............................................................................................................. 52
ca nhm 4 ............................................................................................................. 52
ca nhm 5 ............................................................................................................. 55
Bng 2.22: Coefficients (a).................................................................................... 57
Bng 2.23: Coefficients (a).................................................................................... 58
Bng 3.1: Bng k hoch theo di tng qu cho cc Ca hng v i l do tc gi
xut .................................................................................................................... 66
Bng 3.2: Bng sp xp phng tin v nhn vin giao hng ca Cng ty do tc gi
xut .................................................................................................................... 74
Bng 3.3:Bng k hoch cung cp cc n t hng cho cc Ca hng v i l do
tc gi xut......................................................................................................... 83
Bng 3.4: Mu thit k phiu qu tng do tc gi xut .................................... 86

DANH MC CC HNH
Hnh 2.1: Cng ty C phn sn ng Nai ............................................................ 24

Hnh 2.2: Cc tem mc bng giy c dn trc tip trn cc thng sn ............ 47
Hnh 2.3: Cc bng mu (Catalogue) c v mi ca Cng ty............................... 48
Hnh 2.4: Bng lch cng tc ca phng Kinh doanh ........................................... 51
Hnh 2.5: i xe giao hng v 2 xe nng ca Cng ty.......................................... 53
Hnh 2.6: Thc hin xp d hng ti Cng ty v cc Ca hng, i l ............... 54
Hnh 3.1: ng V c an. Ch tch HQT - Gim c Cng Ty C Phn Sn
ng Nai tng qu v giao nh tnh ngha trong chng trnh "Vn Tm Lng
Vng" do i pht thanh truyn hnh ng Nai thc hin..................................... 70
Hnh 3.2 Khu hiu nhc nh nhn vin v s khiu ni ca khch hng ti Cng
ty............................................................................................................................ 77

DANH MC CC BIU V S

Biu 3.1: Doanh thu mt hng bt trt ca Cng ty......................................... 79
S 1.1: M hnh khe h trong cht lng dch v............................................ 12
S 1.2: M hnh nhn thc ca khch hng v cht lng v s tha mn..... 14
S 1.3: Quy trnh thc hin nghin cu ca ti ........................................... 16
S 1.4: M hnh SERVQUAL th hin mi quan h gia cht lng dch v v
s hi lng ca khch hng .................................................................................... 18
S 2.1: C cu, t chc Cng ty C phn Sn ng Nai ................................ 25
S 2.2: Nhn s phng Kinh doanh ca Cng ty C phn Sn ng Nai....... 29
- 1-
TNG QUAN V TI NGHIN CU

1. L do v bi cnh chn ti:
C th nhn nh, nm 2010 c coi l mt nm phc hi v vc dy ca
cc doanh nghip Vit Nam, bi v theo li khng nh ca ng Trng nh Tuyn
nguyn B trng B Thng mi vi Bo din n doanh nghip th doanh
nghip Vit Nam ang tng bc thot khi nh hng khng hong kinh t ton
cu. Tuy nhin, kh khn th vn cha ht v vic cp thit m cc doanh nghip
phi chun b l sn sng n nhn c nhng c hi v thch thc mi trong giai
on hu khng hong. [15]
Sau cuc khng hong, hu ht cc doanh nghip mt mt phi i ph vi
giai on hu khng hong, mt khc phi bc tip trn con ng hi nhp vi
nhiu s thay i mi. Theo bo co nh gi mi y ca nhm nghin cu VNR
th trong 5 nm ti, d bo s c nhiu thay i v mt c cu kinh t, nht l s
xut hin ca nhiu i th cnh tranh mi trn th trng, t ra nhng yu cu
mi v tm hot ng ca cc doanh nghip Vit Nam. [16]
ng trc tnh hnh , th trng ni a nc ta t lu vn c coi l
mt th trng tim nng v cha c cc doanh nghip Vit Nam thc s quan
tm th gi y ang c nguy c b cnh tranh mnh m v khc lit, v dng vn
u t nc ngoi sp ti c xu hng vo khu vc Chu trong c Vit
Nam. Vn t ra cho cc doanh nghip trong nc l ngoi vic m bo cc yu
t v tim lc ti chnh, nguyn liu u vo, trnh cng ngh, khng ngng
nng cao cht lng sn phm th mt trong nhng yu t quan trng l phi xit
cht hn na lng tin ca ngi tiu dng trong nc i vi cc doanh nghip,
lm c vic ny th buc cc doanh nghip phi chuyn dn t cnh tranh bng
gi r sang cnh tranh bng cht lng dch v. Ni r hn, l phi lm cho khch
hng tht s cm thy c tha mn, hi lng i vi sn phm m h nhn c
- 2-
ngay t khu giao nhn hng trong chui hot ng kinh doanh bn hng ca doanh
nghip.
Nm bt c tm quan trng ny, cc doanh nghip dn nhn ra rng lm
hi lng khch hng l mt v kh chin lc em li cho cc doanh nghip th phn
v li nhun tng thm. Mt khch hng rt hi lng th kh nng gp 6 ln c th
tr thnh khch hng trung thnh v tip tc mua sn phm hoc gii thiu sn
phm, so vi khch hng ch dng li mc hi lng. Lng trung thnh tng 5%
c th lm li nhun doanh nghip tng 25% 85%. [7 trang 1]
Cng nh cc doanh nghip khc, Cng ty C phn Sn ng Nai cng rt
quan tm n yu t lm tha mn, hi lng ca khch hng i vi cht lng dch
v giao nhn hng ca Cng ty. Nhng vic o lng mc hi lng ca khch
hng li gp khng t kh khn v tr ngi do:
- Cc i tng khch hng ca Cng ty bao gm: cc Tp on, Cng ty Xy
dng, DNTN, nhng i tng chnh vn l h thng cc Ca hng, i l bn
hng cho Cng ty, nn iu kin lm vic lun bn rn khng cho php hai bn
dnh nhiu thi gian tip xc v tm hiu ln nhau.
- Mt khc, hng nm Cng ty c tin hnh kho st cc i tng khch hng
nhng cc cu hi cha thc s i vo chuyn su c th nh gi chnh xc v
lm hi lng nhu cu ca khch hng mt cch tt nht.
Vic tm ra cc yu t nh hng trc tip n s hi lng ca khch hng
i vi cht lng dch v giao nhn hng, s gip cho ban lnh o Cng ty hiu
r hn nhu cu ca khch hng, t Cng ty s n lc ci thin v nng cao cht
lng phc v c tt hn. Vi nhng l do trn, da vo cc c s l thuyt
hc v tham kho cc ti liu nghin cu, kt hp vi thc tin hot ng kinh
doanh bn hng ti doanh nghip, tc gi quyt nh chn ti:
Nghin cu s hi lng ca cc Ca hng, i l i vi cht lng
dch v giao hng, i hng ca Cng ty C phn Sn ng Nai.
- 3-
2. Tng quan v lch s nghin cu:

Lun vn ca tc gi Nguyn Th Tuyt Hn Trng i hc Kinh t thnh
ph H Ch Minh.
Tn ti o lng mc hi lng khch hng v dch v giao nhn hng
khng ti Cng ty C phn Giao nhn Vn ti v Thng mi Vinalink.
- Nhng im thc hin c ca ti: ti o lng v nh gi
c thc trng cc yu t nh hng n s hi lng ca khch hng i vi cht
lng dch v giao nhn hng khng ti Cng ty C phn Giao nhn Vn ti v
Thng mi Vinalink. Kt qu nghin cu l c s p dng cch thc o lng
tng t i vi khng ch cc cng ty cng trong ngnh giao nhn vn ti hng
khng, m cn c th p dng i vi cc cng ty c cc loi hnh dch v tng t
nh: giao nhn hng ha ng bin, ng b, ng st, chuyn pht nhanh
- Nhng im cha thc hin c ca ti: theo tc gi, mt s gii php
a ra cn cha c c th, nghin cu ch thc hin mt hng xut m khng
cp n mt hng nhp nn cha khi qut c ht dch v giao nhn hng ca
Cng ty Vinalink.
Lun vn ca sinh vin Trn Triu Khi Lp 32K01.1, Khoa Thng mi
Du lch, Trng i hc Kinh t Nng.
Tn ti Nghin cu s hi lng ca khch hng i vi cht lng dch
v giao nhn hng ha xut nhp khu bng ng bin ti cc cng ty va v nh
Vit Nam nghin cu tnh hung ti Cng ty TNHH Vietlink.
- Nhng im thc hin c ca ti: ti gip cc nh qun l thy
c thc trng v cht lng dch v giao nhn hng cng nh tm quan trng ca
n i vi vic lm hi lng khch hng. Ngoi ra, ti chng minh c kh
nng p dng m hnh ROPMIS vo trong nghin cu s hi lng ca khch hng
v gp phn b sung thm vo h thng nghin cu l thuyt cc thang o cht
lng dch v khch hng.
- 4-
- Nhng im cha thc c ca ti: theo tc gi, cc gii php m ti

a ra mang tm v m, cha thc s c th lm hi lng khch hng i vi
cht lng dch v giao nhn hng bng ng bin ti Cng ty TNHH Vietlink.
3. Tnh mi ca ti tc gi ang nghin cu:
- ti m tc gi ang nghin cu c thc hin ti mt cng ty sn xut
kinh doanh mt hng sn ch khng thc hin ti mt cng ty chuyn lm v dch
v giao nhn vn ti hng ha nh trnh by phn tng quan v lch s nghin
cu. V vy, hot ng giao hng, i hng m tc gi nghin cu s ng gp mt
phn vo cht lng dch v trong chui hot ng kinh doanh bn hng ca Cng
ty.
- Cc gii php m tc gi a ra nhm lm hi lng nhu cu ca cc Ca
hng, i l i vi Cng ty C phn Sn ng Nai, ni m tc gi thc tp th li
mi v thit thc. Cc gii php ny c xut qua kho st thc t v phn
tch bng phn mm SPSS nn nh gi ng thc trng s hi lng ca cc Ca
hng, i l v mang tnh ng dng vo thc t hot ng kinh doanh bn hng ca
Cng ty cao.
4. Mc tiu nghin cu:
ti hng n 2 mc tiu nghin cu sau:
- Xc nh v nh gi thc trng s hi lng ca cc Ca hng, i l v cht
lng dch v giao hng, i hng ca Cng ty C phn Sn ng Nai.
- xut cc gii php nhm ci thin v nng cao s hi lng ca cc Ca
hng, i l i vi cht lng dch v giao hng, i hng ca Cng ty C phn
Sn ng Nai.
5. ngha thc tin ca ti:
- ti m tc gi thc hin vi ngha gip xc nh v nh gi c mc
hi lng ca cc Ca hng, i l i vi cht lng dch v giao hng, i hng
ca Cng ty C phn sn ng Nai.
- Qua nghin cu, kt qu thu c s gip cho ban lnh o Cng ty hiu r
hn nhu cu mong mun ca cc Ca hng, i l. T , Cng ty s nh hng
- 5-
c cc bin php c th nhm khng ngng n lc ci thin v nng cao cht

lng dch v kinh doanh bn hng c tt hn. Mt khc, cng gip Cng ty
cng c lng trung thnh i vi cc i tng khch hng hin ti v to c uy
tn, nim tin i vi cc i tng khch hng mi, gp phn tng nng lc cnh
tranh cho b phn kinh doanh bn hng ca Cng ty trong thi gian sp ti.
6. i tng v phm vi nghin cu:
- i tng nghin cu: ti la chn Cng ty C phn Sn ng Nai lm
trng hp in hnh nghin cu.
- Phm vi nghin cu:
V khng gian: a im kinh doanh ca cc Ca hng v i l.
V thi gian: tin hnh kho st t 15/02/2011 n 31/03/2011.
7. Phng php nghin cu:
- Bi bo co s dng phng php thng k, m t v phng php iu tra
kho st thc t bng bn cu hi.
- Tc gi p dng phng php ly mu khng xc sut, ngha l la chn t
trc nhng Ca hng, i l ti khu vc ng Nai v mt s tnh ln cn tin
hnh kho st v pht phiu kho st nhm to thun li cho vic thu thp s liu
mt cch nhanh chng v hiu qu.
- Ngoi ra, tc gi cn s dng phn mm Excel v phn mm x l s liu
SPSS 16.0 h tr cho vic tnh ton, phn tch nhm nh gi thc trng v
xut cc gii php ci thin cht lng dch v giao hng, i hng cho Cng ty C
phn Sn ng Nai.
8. D kin nghin cu tip tc:
- V thi gian nghin cu ngn v tc gi khng c kh nng tip cn c cc
Ca hng, i l xa nn s lng mu kho st ca ti cha ln, cha mang
tnh khi qut cao v ti chc chn s khng th trnh khi nhiu thiu st, tc
gi rt mong nhn c s ng gp kin ca thy, c v cc bn.
- Nu c c hi nghin cu tip tc, tc gi mong mun s nghin cu su
hn na mc hi lng ca nhiu i tng khch hng, bng vic tin hnh kho
- 6-
st cc i tng khch hng ti nhiu thnh ph v tnh thnh hn na m khng

ch dng li ng Nai v mt s tnh ln cn. Khi , thng tin thu thp c s
c mc tin cy v kt qu mang tnh chnh xc hn, khi qut cao hn.
9. Kt cu ca ti nghin cu:
- Ngoi cc phn tng quan ti nghin cu, ph lc, danh mc, kt lun, ti
liu tham kho, bi nghin cu khoa hc ny c chia thnh 3 chng vi ni
dung nh sau:
Chng 1: C s l lun v s hi lng ca khch hng.
Chng 2: Nghin cu thc trng mc hi lng ca cc Ca hng, i l
i vi cht lng dch v giao hng, i hng ca Cng ty C phn Sn ng
Nai.
Chng 3: Mt s gii php nng cao mc hi lng ca cc Ca hng, i
l i vi cht lng dch v giao hng, i hng ca Cng ty C phn Sn
ng Nai.

- 7-
CHNG 1
C S L LUN V S HI LNG CA KHCH HNG
Trong chng 1 ny, tc gi s trnh by cc vn lin quan nh: nh
ngha v dch v; cht lng dch v; s hi lng ca khch hng; o lng s hi
lng ca khch hng i vi cht lng dch v; mi lin h gia cht lng dch
v v s tha mn ca khch hng; phng php thu thp d liu v qu trnh
nghin cu. Cc vn ny u c da trn cc c s l thuyt c bn c
nghin cu sn nhm gip ti c tnh khoa hc v cht ch, ng thi s lm nn
tng tc gi tin hnh phn tch thc trng chng 2.
1.1. Dch v:
1.1.1. Mt s khi nim v dch v:
Ngy nay dch v ang tr thnh mt ngnh, lnh vc quan trng i vi nn
kinh t mi quc gia, vic o lng, nh gi s hi lng (tha mn) ca khch
hng i vi cht lng dch v s mt nhiu thi gian v gp khng t kh khn.
Nhn thc c tm quan trng , cc nh nghin cu bt tay vo nghin cu
lnh vc ny t u thp nin nhng nm 1980, tiu biu nh: nghin cu ca
(Gronroos, 1983) hay (Parasuraman v cc cng s, 1985).
- Dch v trong kinh t hc c hiu l nhng th tng t nh hng ha
nhng phi vt cht. [10 trang 2]
- Theo Zeithaml & Britner (2000), dch v l nhng hnh vi, qu trnh, cch
thc thc hin mt cng vic no nhm to gi tr s dng cho khch hng lm
tha mn nhu cu v mong i ca khch hng.[11 trang 5]
- Theo Kotler & Armstrong (2004), dch v l nhng hot ng hay li ch m
doanh nghip hay t chc c th cng hin cho khch hng nhm thit lp, cng c
v m rng nhng quan h v hp tc lu di vi khch hng. [11 trang 5]
- Cc loi dch v bao gm: 2 nhm chnh. [17 trang 6]
+ Nhm hnh ng hu hnh gm c:
- 8-
Dch v lin quan n th cht con ngi nh: chm sc sc khe,

chm sc sc p, vn chuyn hnh khch, tp th dc thm m, nh
hng, ct tc.
Dch v lin quan n hng ha v cc vt cht khc nh: vn chuyn
hng ha, bo tr v sa cha thit b cng nghip, bo tr cao c, git i,
chm sc vn v cy cnh, chm sc vt nui.
+ Nhm hnh ng v hnh gm c:
Dch v lin quan n tr tu con ngi nh: gio dc, truyn hnh,
thng tin, nh ht, nh bo tng.
Dch v lin quan n ti sn v hnh nh: ngn hng, t vn php
lut, k ton, bo v an ninh, bo him.
1.1.2. nh ngha dch v:
- Dch v l mt qu trnh bao gm mt lot cc hot ng t hay nhiu l v
hnh, m cc hot ng ny thng xy ra trong qu trnh giao dch gia khch hng
v ngi cung ng dch v, v/ hoc l cc sn phm hu hnh, v/ hoc h thng
ca ngi cung ng dch v m c xem l gii php cho cc vn ca khch
hng. [17 trang 5]
1.1.3. Bn cht v c im ca dch v:
- Bn cht ca dch v (theo quan im kinh t hc) l s cung ng p ng
nhu cu nh: dch v du lch, thi trang, chm sc sc khe...V mang li li
nhun. [10 trang 2]
- c im ca dch v bao gm 4 im chnh sau: [17 trang 6]
+ Dch v mang tnh v hnh: bi v dch v khng th lu kho c,
khng c cp bn quyn v khng c trng by sn nn rt kh hnh dung
v o lng mt cch chnh xc.
+ Dch v mang tnh khng ng nht: cht lng dch v cung ng v
s tha mn ca khch hng l ty thuc vo hnh ng ca nhn vin, ty thuc
vo nhiu yu t khng kim sot c v khng c g m bo dch v cung ng
n khch hng khp vi nhng g ln k hoch v qung b.
- 9-
+ Dch v mang tnh khng tch ri: c th ca dch v l ng thi

va sn xut va tiu th. Mt dch v khng th tch thnh hai giai on ring bit:
giai on to thnh v giai on tiu th. Cht lng dch v th lun c quan
tm trong sut quy trnh t khi bt u cho n khi kt thc s tng tc gia khch
hng v ngi i din cung cp dch v.
+ Dch v mang tnh d hng: bi v kh ng nht ha v cung v cu
i vi dch v. Khi pht sinh vn th dch v khng th hon tr li hoc ti bn.
1.2. o lng s hi lng ca khch hng i vi cht lng dch v:
1.2.1. nh ngha v cht lng dch v:
- Trong mt thi gian di, cht lng dch v c nh ngha bng nhiu cch
khc nhau ty thuc vo i tng nghin cu v mi trng nghin cu: [11
trang 18]
+ Theo Parasuraman & ctg (1985,1988), cht lng dch v l khong
cch gia s mong i ca khch hng v nhn thc ca h khi s dng qua dch
v.
+ Trong khi th Edvardsson, Thomsson & Ovretveit (1994) cho rng
cht lng dch v l dch v p ng c s mong i ca khch hng v lm
tha mn nhu cu ca h.
1.2.2. nh ngha v s hi lng ca khch hng:
- Theo Philip Kotler, s hi lng (tha mn) ca khch hng 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. [14]
- Theo , mc hi lng ph thuc s khc bit gia kt qu nhn c v
k vng: [14]
+ 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.
1.2.3. o lng s hi lng ca khch hng i vi cht lng dch v:
- 10-
- Theo (Bitner & Hubbert, 1994), s hi lng (tha mn) ca ngi tiu dng
i vi cht lng dch v l cm xc i vi cng ty kinh doanh dch v da trn
tng tip xc hay giao dch vi cng ty . [10 trang 9]
S hi lng = S cm nhn - S mong i
S (satisfaction) = P (perception) - E (expectation)
Trong , S, P, E l 3 yu t c mi quan h mt thit vi nhau gp phn to
nn s thnh cng cho nh cung ng dch v. Cc nh cung ng dch v thng
p ng s mong i (E) ca khch hng theo ngh ch quan ca h m khng
xut pht t s mong i ca khch hng, kt qu l s cm nhn (P) tri ngc
vi s mong i (E) ban u ca khch hng, dn n khch hng s cm thy
khng hi lng i vi nh cung ng, v s khng hi lng ny s nm trong 3 mc
m nh cung ng s nhn c t s phn hi ca khch hng sau khi tri qua
qu trnh cung ng dch v bao gm:
+ Khng hi lng.
+ Hi lng.
+ Rt hi lng.
Nh vy, mc hi lng l bao hm ca s khc bit gia kt qu
nhn c v k vng ban u. Khch hng c th s khng hi lng (nu kt qu
nhn c < k vng ban u), khch hng c th s hi lng (nu kt qu nhn
c = k vng ban u) v khch hng s rt hi lng (nu kt qu nhn c > k
vng ban u).
- vic o lng s hi lng ca khch hng i vi cht lng dch v t
c kt qu tt, th nghin cu s phi tp trung ch yu vo vic xc nh v tm
ra cch thc c th p ng c s hi lng hay vt qua c s hi lng ca
khch hng. ng thi, ly 3 mc hi lng ca khch hng lm thc o c s
nh gi cht lng dch v ang nghin cu.
1.2.4. Cc m hnh o lng mc hi lng ca khch hng i vi
cht lng dch v:
- 11-
1.2.4.1. M hnh Gronroos:

- M hnh cht lng dch v ca (Gronross, 1983) cho rng, cht
lng dch v da trn 2 yu t: [11 trang 22]
+ Cht lng k thut (Technical quality): L nhng g m khch hng
c phc v.
+ Cht lng chc nng (Functional quality): Cho thy dch v c
cung cp nh th no.
1.2.4.2. M hnh SERVQUAL:
- M hnh ny dng o lng cc kha cnh khc nhau ca cht
lng dch v v c s dng ph bin nht. Thang o ca m hnh ny chia cht
lng dch v thnh 5 kha cnh khc nhau: [17 trang 15]
Bng 1.1: Cc kha cnh trong phng php Servqual ca Parasuraman. [17]
Cc kha cnh M t V d
Tnh ng tin cy
(Reliability)
Kh nng cung ng dch v
ha mt cch ng tin
cy v chnh xc.
- Chuyn bay xut pht ng
gi.
- Chuyn bay i v n ng
gi.
Tnh m bo
(Assurance)
Kin thc v phong cch
lch s ca nhn vin to
nn s tin cy v tin tng.
- Bng ghi v an ton rt y
, thng hiu ng tin.
- Nhn vin c kinh nghim.
Tnh hu hnh
(Tangible)
Vt cht, trang thit b v
trang phc trang im ca
nhn vin.
- My bay, quy v, ng
phc, bng chuyn nhn hnh
l, quy lm th tc.
Tnh p ng
(Responsiveness)
S sn lng gip v
cung ng dch v nhanh
chng ca nhn vin phc
v.
- H thng hiu qu v ng
gi.
- Nhn vin nhanh chng p
ng nhu cu ca khch.
Tnh cm thng
(Empathy)
To s chm sc c nhn
vi khch hng, hiu v
quan tm khch hng.
- Nhn vin hiu nhu cu ca
khch hng, lng nghe, kin
nhn v phng on nhu cu
ca khch hng.

- 12-
1.2.4.3. M hnh khe h trong cht lng dch v: [17 trang 12]

S 1.1: M hnh khe h trong cht lng dch v. [17]
- Khe h 1: cng ty phc v khng hiu khch hng mong i g. iu
ny dn n dch v thit k v cung ng khng khp vi mong i ca khch
hng.
- Khe h 2: cng ty khng thit k cc tiu chun dch v p ng
mong i ca khch hng.
Li tuyn truyn Nhu cu c nhn Kinh nghim
tri qua
Dch v mong i
Dch v nhn c
Qu trnh cung
ng dch v
Chuyn dch nhn
thc vo cc tiu
ch cht lng
Truyn thng n
vi khch hng
Nhn thc v
mong i ca
khch hng
Khe h 1
Khe h 2
Khe h 3
Khe h 5
Khe h 4
Nhn vin phc v
Khch hng
- 13-
- Khe h 3: qu trnh cung ng dch v khng theo tiu chun dch v.

Con ngi, cc qu trnh v c h thng khng cung ng dch v theo cc tiu
chun cn thit.
- Khe h 4: cc li ha nu trn cc phng tin truyn thng khng
khp vi vi dch v cung ng thc s.
- Khe h 5 (khe h t khch hng): nhn thc v kinh nghim s dng
dch v khng khp vi s mong i v vic cung ng dch v v kt qu.
Parasuraman & ctg (1985), cho rng cht lng dch v l hm s ca khe h
th 5, ngha l cht lng dch v ph thuc vo khe h th 5 ny. Nhng khe h
th 5 ny li ph thuc vo cc khe h trc , bao gm cc khe h 1, 2, 3, 4. V
th, c th rt ngn khe h th 5 v gia tng cht lng dch v, nh cung ng
dch v phi n lc rt ngn cc khe h ny. [17]
M hnh khe h trong cht lng dch v ca cc nh nghin cu ny c th
c biu din nh sau:
CLDV= F(KH5) = F(KH1, KH2, KH3, KH4).
Trong , CLDV l cht lng dch v, cn KH1, KH2, KH3, KH4, KH5 l
cc khe h cht lng 1, 2, 3, 4, 5.

1.2.5. Mi quan h gia cht lng dch v v s hi lng ca khch
hng:
- Tri qua mt thi gian di, vn v mi lin h gia cht lng dch v v
s hi lng ca khch hng c cc nh nghin cu em ra bn lun, nhng
nhn chung u kt lun rng cht lng dch v v s hi lng l hai khi nim
c phn bit (Bitner, 1990; Boulding & ctg, 1993). [11 trang 23]
- Trong khi , Oliver (1993) li cho rng cht lng dch v nh hng n
mc hi lng ca khch hng. Ngha l, cht lng dch v c xc nh bi
nhiu nhn t khc nhau v l mt phn nguyn nhn quyt nh n s hi lng
ca khch hng, theo Parasuraman & ctg (1985,1988). [9 trang 26]
- 14-
- Cng chung suy ngh trn Zeithalm & Bitner (2000), cho rng s tha mn
ca khch hng l mt khi nim tng qut ni ln s hi lng ca h khi tiu dng
mt dch v, cn ni n cht lng dch v l ch tp trung vo cc thnh phn c
th ca dch v. Da vo nhng kt qu nghin cu ny, Zeithalm & Bitner a
ra m hnh nhn thc ca khch hng v cht lng v s tha mn sau: [9 trang
26]

S 1.2: M hnh nhn thc ca khch hng v cht lng v s tha
mn.[10]
- M hnh trn cho thy cht lng dch v ch quan tm n vic phn nh
nhn thc ca khch hng v cc thnh phn c th ca cht lng dch v. Trong
khi , s tha mn ca khch hng th phn nh nhn thc ca khch hng v
nhiu yu t hn nh: cht lng dch v, cht lng sn phm, gi c, nhng nhn
t bn ngoi, v nhng nhn t c nhn. T c th nhn thy, cht lng dch v
l mt trong nhng nguyn nhn chnh tc ng n s tha mn ca khch hng.
1.3. Phng php thu thp d liu v qu trnh nghin cu:
1.3.1. Phng php thu thp d liu cho qu trnh nghin cu:
- Thng thng c 2 phng thc thu thp d liu nghin cu:
+ Nghin cu nh tnh (nghin cu d liu th cp): phng php ny
d thc hin v d liu c sn.
tin cy
phn hi
S cm thng
S bo m
S hu hnh
Cht lng dch
v
Cht lng sn
phm
Gi
Cc nhn t bn
ngoi
S tha mn
ca khch hng
Cc nhn t c nhn
- 15-
+ Nghin cu nh lng (nghin cu d liu s cp): phng php ny

s c ch trng quan tm trong ti v phng php nghin cu ny ph hp
vi thc t v iu kin thu thp d liu hn, ng thi cho kt qu nghin cu
mang tnh khch quan, c tin cy v chnh xc cao hn. Mt trong nhng hnh
thc c la chn tin hnh nghin cu nh lng l hnh thc iu tra kho
st thc t bng bn cu hi (phiu kho st) v: [8 trang 27]
y l hnh thc nghin cu m theo ngi nghin cu s lit k
nhng cu hi chun b k t trc v c phn pht cho cc i tng kho
st nhm thng qua s tr li ca cc i tng ny thu v nhng thng tin nh
mong mun.
u im:
- C c hi hi c nhiu i tng hn.
- C c hi hi c nhiu cu hi hn v lm r cc cu tr li phc
tp.
- Kh nng thu thp thng tin nhanh.
- D thc hin hn so vi hnh thc phng vn khc.
Nhc im:
- C th thu c thng tin khng chnh xc.
- C th thu li t hn s bn cu hi pht ra.
- C th s cu hi c tr li khng y .
- Vn chi ph.
1.3.2. Qu trnh nghin cu:
Vi mc ch thu thp thng tin v to c s cho vic phn tch, a ra kt
qu nghin cu tt cng nh l xut cc gii php ph hp th qu trnh nghin
cu theo tc gi, cn tri qua cc bc nh sau:

- 16-

S 1.3: Quy trnh thc hin nghin cu ca ti. [12]
Xc nh vn nghin cu:
- Xc nh r rng v chnh xc vn nghin cu l iu kin u tin
thc hin tt mt cuc nghin cu. Nu khng th chng ta s rt kh thu thp
thp d liu mt cch hiu qu v chng ta s mt nhiu thi gian thu thp, x l
nhng d liu khng cn thit, trong khi nhng d liu quan trng rt cn cho
phn tch li khng c. [12 trang 1]
- Qua thc tp, nghin cu thc t v s gp ca cc nhn vin phng
kinh doanh ti Cng ty, tc gi xc nh c cc yu t tc ng n s hi
Xc nh vn
nghin cu
Thu thp d liu
nghin cu
La chn m hnh
nghin cu
Thit k phiu
kho st
Chnh sa v hon thin
phiu kho st
Xc nh i tng kho
st v pht phiu kho st
X l d liu thu
thp
Phn tch d liu Kt qu nghin
cu
Tham kho kin:
+ GVHD.
+ Ti liu sn c...
ng gp kin:
+ GVHD.
+ Nhn vin, cp
lnh o ca cng ty
- 17-
lng ca cc Ca hng, i l i vi cht lng dch v giao hng, i hng ca

Cng ty C phn Sn ng Nai:
+ Yu t v ngun lc v phng tin ca Cng ty.
+ Yu t v nng lc phc v ca Cng ty.
+ Yu t v qu trnh phc v ca Cng ty.
+ Yu t v gi c v thanh ton.
+ Yu t v uy tn, hnh nh ca Cng ty.
Thu thp d liu nghin cu: [12 trang 1]
- Vic thit k qu trnh thu thp d liu, t khi c ch ng mc
trong l thuyt cng nh thc t nghin cu ni chung v phn tch d liu ni
ring. Thit k cch thc thu thp d liu c coi l cng vic quan trng i vi
phn tch d liu thng k.
- D liu c th c thu thp t vic tham kho cc c s l thuyt
c sn hay thu thp cc ngun thng tin t ni b ca doanh nghip nh: bo co
ti chnh ca Cng ty, bo co kt qu hot ng kinh doanh ca Cng ty... S to
c s cho vic phn tch tt v hiu qu cc d liu thng k. Do , ngay trong
giai on u ca thit k qu trnh thu thp d liu phi lng trc cc yu cu
ca phn tch c th thu thp v ng cc d liu cn cho phn tch.
La chn m hnh nghin cu:
- Tc gi quyt nh la chn m hnh nghin cu thang o cht
lng SERVQUAL ca Parasuraman & ctg (1985, 1988) vi thang o bao gm 5
thnh phn cht lng l: Uy tn, qu trnh p ng, nng lc phc v, s cm
thng v phng tin hu hnh:

- 18-

S 1.4: M hnh SERVQUAL th hin mi quan h gia cht lng dch v
v s hi lng ca khch hng. [11]
- L do tc gi la chn m hnh ny:
+ M hnh ny c s dng ph bin v rng ri trong nhiu lnh vc.
+ c chng minh v kim nh thnh cng qua nhiu nghin cu
trong thc t.
+ Cc thnh phn cht lng trong m hnh ny ph hp vi tnh hnh
thc t p ng dch v m Cng ty hin c.
Thit k phiu kho st: sau khi quyt nh la chn m hnh nghin cu
SERVQUAL, tc gi tin hnh thit k phiu kho st vi s h tr ca GVHD v
tham kho cc bn cu hi mu cng cc ti liu lin quan.
Chnh sa v hon thin phiu kho st: do phiu kho st ban u bao gm
nhiu bin (cu hi) cn mang tnh l thuyt, cha kh nng nh gi c mc
hi lng ca cc Ca hng, i l cng nh l kt cu cha hp l. Nn tc gi
tin hnh chnh sa phiu kho st di s ng gp kin thit thc ca
GVHD v cc nhn vin tip th thuc phng Kinh doanh ca Cng ty. Ni dung
phiu kho st hon thin (tham kho ph lc s 3).
Uy tn
(Reliability)
Qu trnh p ng
(Responsiveness)
Nng lc phc v
(Assurance)
S cm thng
(Empathy)
Phng tin hu hnh
(Tangible)
S hi lng ca khch
hng
(Satisfaction)
- 19-
Xc nh kch thc mu (i tng) kho st v pht phiu kho st: ngi

nghin cu phi xc nh c i tng no cn iu tra v phi iu tra bao nhiu
ngi. Theo kinh nghim ca cc nh nghin cu cho rng, nu s dng phng
php ca Likert th kch thc mu l tng cn t nht t 100 mu tr ln. Ngoi ra
theo (Bollen, 1989) th kch thc mu ti thiu l 5 mu cho 1 tham s cn c
lng. [13 trang 15]
X l d liu thu thp:
- D liu thng c ghi chp th cng trn cc bn ghi chp. Tr phi
s lng cc quan st (phiu kho st) t v s lng bin (cu hi) t, thng th
d liu phi c phn tch trn my tnh. [12 trang 2]
- Sau khi thu v cc phiu kho st c nh gi t cc Ca hng,
i l tc gi tin hnh lm sch (pht hin nhng d liu sai, st, tha) v m
ha d liu (quy c li tn cc bin), nhm thun tin cho vic nhp liu v x l
s liu trn phn mm SPSS.
Phn tch d liu: phn tch d liu khng phi ch l s dng mt cch my
mc cc k thut thng k n thun c kt lun l chp nhn hay bc b mt gi
thuyt, hay xy dng c mt m hnh din t mi lin h gia cc yu t ang
nghin cu; m l mt ngh thut lm cho d liu tr thnh nhng chng c
thng k c c s cho vic hiu bit, gia tng tr thc v ra quyt nh. [12 trang
3]
Sau khi hon tt cc cng vic lm sch v m ha d liu tc gi s dng
cc phng php phn tch c sn trong phn phn mm SPSS tin hnh phn
tch, nh gi thc trng s hi lng ca cc Ca hng, i l i vi cht lng
dch v giao hng, i hng ca Cng ty C phn Sn ng Nai bao gm:
- S dng cc bng tn s Frequencies: c th nh gi khi qut
mt s thng tin chung ca cc Ca hng, i l nh: loi hnh kinh doanh, mc
doanh thu, mc t hng, thi gian bn hng cho cng ty.
- 20-
- Phng php phn tch nhn t khm ph EFA (exploratory factor

analysis): vi mt phiu kho st bao gm nhiu bin (cu hi) v cc bin ny hu
ht c mi lin quan n nhau, c th gim bt s lng cc bin v gom chng
thnh cc nhm nhn t khc nhau nhm to thun li cho vic phn tch d liu th
thng qua phng php ny s gip lm c iu . Vi phng php ny cn
ch cc bng kt qu sau: [13 trang 27]
+ Bng tr s KMO (Kaiser-Meyer Olkin): ch s ny dng xem xt
cc nhn t c thch hp tin hnh phn tch hay khng. (KMO phi c gi tr >
0,5).
+ i lng Eigenvalue trong bng Total Variance Explained: dng
xc nh s lng cc nhn t nh hng c gi li v tng cc nhn t nh
hng c gi li c ngha gii thch l bao nhiu % (iu kin gi li cc
nhn t l eigenvalue > 1).
+ Bng ma trn nhn t (component matrix) v bng ma trn nhn t
sau khi xoay (rotated component matrix): s gip xc nh cc nhm nhn t bao
gm cc bin c lin quan n nhau ( t yu cu th cc bin ny phi c trng
s > 0.5) v s c s dng phn tch phng php tip theo.
- Phng php Cronbach Alpha (nh gi tin cy): [13 trang 21]
+ Sau khi xc nh v rt trch c cc nhm nhn t nh hng th
phng php ny gip loi b cc bin khng ph hp v d tha thng qua h s
Cronbach Alph (vi tng bin c h s tin cy < 0,3 s b loi, ng thi mi nhm
nhn t phi c h s Alph > 0,6 c coi l t yu cu phn tch d liu v
c coi l tt nht vi h s tin cy t 0,8 tr ln).
- Phng php phn tch hi quy tuyn tnh bi: [12 trang 207]
+ Vi cc nhm nhn t m bo h s tin cy Cronbach Alph s
c dng nh gi tm quan trng ca tng nhm nhn t nh hng n mc
hi lng. Trong , vi cc nhm nhn t c gi tr sig rt nh (sig <0,05) s
c gi li, cn cc nhm nhn t c mc ngha gii thch thp (sig > 0,05) s
- 21-
c loi ra. ng thi, h s beta chun ha s nh gi th t tm quan trng ca

cc nhm nhn t c gi li.
Kt qu nghin cu:
- Cc kt qu c th c bo co di dng bn, th hay cc s
phn trm. Phn tch d liu thng k gip cc nh nghin cu v qun l d on
thc t phc tp ca kinh t v x hi trong tng lai t ri ro hn. [12 trang 4]
- D liu sau khi c gii thch v phn tch thc trng mt cch r
rng s gip tc gi xc nh nguyn nhn v xut cc gii php nhm ci thin
v nng cao s hi lng ca cc Ca hng, i l i vi cht lng dch v giao
hng, i hng ca Cng ty C phn Sn ng Nai.

- 22-
KT LUN CHNG 1
Qua chng 1 ny, bng vic tham kho v tng hp li cc c s l thuyt
sn c tc gi bc u khi qut v trnh by c cc vn lin quan n
ti nh: nh ngha v dch v; cht lng dch v; s hi lng ca khch hng; o
lng s hi lng ca khch hng i vi cht lng dch v; mi lin h gia cht
lng dch v v s tha mn ca khch hng; phng php thu thp d liu v qu
trnh nghin cu.
M hnh thang o cht lng dch v SERVQUAL ca Parasuraman & ctg
(1985, 1988) c kim nh rng ri v thnh cng qua cc nghin cu trc
y, s c tc gi s dng lm ti liu tham kho trong sut qu trnh xy dng
m hnh thang o cht lng cho ti.

- 23-
CHNG 2
NGHIN CU THC TRNG MC HI LNG CA
CC CA HNG, I L I VI CHT LNG DCH
V GIAO HNG, I HNG CA CNG TY C PHN
SN NG NAI.
chng 2 ny, sau khi gii thiu s lc v Cng ty C phn Sn ng
Nai tc gi s tin hnh xc nh mc hi lng ca cc Ca hng, i l i vi
cht lng dch v giao hng, i hng ca Cng ty thng qua vic gii quyt cc
vn lin quan nh: nm bt mt s thng tin chung t cc Ca hng, i l; xc
nh cc nhm nhn t nh hng n mc k vng ca cc Ca hng, i l; so
snh mc hi lng hin ti ca cc Ca hng, i l vi s k vng ban u ca
h. T , tc gi i n nh gi tm quan trng ca cc nhm nhn t nh hng
n mc hi lng ca cc Ca hng, i l nhm mc ch to c s cho vic
xut cc gii php chng 3.
2.1. Gii thiu chung v Cng ty C phn Sn ng Nai:
2.1.1. Gii thiu v Cng ty:
- Tn cng ty: Cng ty C phn Sn ng Nai
- Tn ting anh: Dong Nai Paint Corporation
- Tr s ti: ng s 7, Khu Cng nghip Bin Ha 1, Phng An Bnh,
Thnh ph Bin Ha, Tnh ng Nai.
- in thoi: 061.3931355 fax: 061.3836091
- Email: visitsdn@hcm.vnn.vn
- Website: http://www.dongnaipaint.vn
- Vn iu l: 15.182.180.000 ng (Mi lm t mt trm tm mi hai triu
mt trm tm mi nghn ng)
- M s thu: 3600451024
- M chng khon: SDN
- 24-

Hnh 2.1: Cng ty C phn sn ng Nai. [Ngun: Tc gi su tm]
2.1.2 Qu trnh hnh thnh v pht trin:
- Tin thn ca Cng ty C phn Sn ng Nai l Nh my Sn ng Nai
(doanh nghip Nh Nc thuc S Cng Nghip ng Nai) c thnh lp t nm
1987.
- n nm 2000, Nh my c chuyn i t loi hnh doanh nghip Nh
Nc sang cng ty C phn theo Quyt nh s 4636/Q-TTG ngy 13/12/1999
ca Ch tch UBND Tnh ng Nai.
- Giy chng nhn ng k doanh nghip s 4703000004 ng k ln u
ngy 01 thng 03 nm 2000 do S K hoch v u t tnh ng Nai cp. Giy
chng nhn ng k kinh doanh (m s doanh nghip 3600451024) thay i ln 4
ngy 14 thng 09 nm 2010.
- Vi hnh thc l Cng ty C phn, Cng ty c y t cch php nhn v
hch ton c lp, t ch v ti chnh, c m ti khon ti ngn hng, c s
dng con du ring theo quy nh ca Nh Nc. Hin nay, Cng ty c chi nhnh
t ti Khu Cng nghip Yn Phong, x Long Chu, huyn Yn Phong, tnh Bc
Ninh.
- 25-
2.1.3. Lnh vc hot ng:

- Sn xut v kinh doanh cc sn phm ngnh sn.
- Xut nhp khu nguyn liu v sn phm lin quan n ngnh sn.
- Dch v thi cng v sn.
- Nng lc sn xut: 15.000 tn/nm.
- H thng qun l: theo tiu chun quc t ISO 9001:2000.
2.1.4. T chc b my ca Cng ty:
2.1.4.1. Tnh hnh nhn s ti cc phng ban:

S 2.1: C cu, t chc Cng ty C phn Sn ng Nai. [3]
Phng
K
thut
N
i hi ng c ng
Hi ng qun tr
Gim c
Ph Gim c
Phng
K
thut
IP
Phng
K
thut
PPG
Phn
Xng
Sn 1
Phn
Xng
Sn 2
Phn
Xng
Sn 3
v 4

Phng
TC-HC
Phng
Kinh
doanh
Phng
K
ton
TK
Phn
Xng
Sn 5
Ban kim sot
Phng
C
in
XD
- 26-
- Tng s cn b, cng nhn vin ca Cng ty hin ti l 183 ngi. V

Cng ty hot ng trong lnh vc ha cht c hi, khng ph hp vi iu kin sc
khe ca lao ng n. Cho nn lao ng n ti Cng ty chim s lng kh thp ch
c 31 lao ng l n trong tng s 183 lao ng, c th nh sau:
Bng 2.1: S lng cn b, cng nhn vin ti cc phng ban. [3]
STT Tn cc phng ban
S lng
(ngi)
Nam N
1 Phng Kinh doanh 34 28 6
2 Phng T chc Hnh chnh 32 26 6
3 Phng C in - XD c bn 5 5 0
4 Phng K ton Thng k 9 4 5
5 Phng K thut ng Nai 12 9 3
6 Phng K thut IP 8 5 3
7 Phng K thut PPG 7 6 1
8 Phn Xng Sn 1 24 21 3
9 Phn Xng Sn 2 19 18 1
10 Phn Xng Sn 3 11 10 1
11 Phn Xng Sn 4 12 11 1
12 Phn Xng Sn 5 10 9 1
Tng Cng 183 152 31

- Trnh ngun nhn lc:
Bng 2.2: C cu nhn lc theo trnh hc vn [3]
Trnh
S lng
(ngi)
T l
(%)
Trn H, i hc, cao ng 41 22,40%
Trung cp 37 20,22%
Cng nhn k thut v lao ng khc 105 57,38%
Tng Cng 183 100%
- 27-
Nhn chung, nhn lc ca Cng ty c s phn b trnh kh cn i, hu

ht cng nhn lao ng trc tip qua trng lp o to nn c kh nng thch
nghi tt vi cng ngh mi. Ngun nhn lc ny m bo uy tn v cht lng ca
Cng ty trn th trng sau 24 nm hot ng.
2.1.4.2. Chc nng, nhim v cc phng ban ca Cng ty C Phn
Sn ng Nai: [3]
i hi ng c ng: l c quan quyn lc cao nht, c ton quyn
quyt nh mi hot ng ca Cng ty. ng thi c trch nhim bu, bi nhim
Hi ng qun tr, Ban kim sot v cc nhim v khc theo quy nh ca iu l.
Hi ng Qun tr:
- Ton quyn quyt nh mc ch, quyn li ph hp vi php lut.
- Quyt nh u t cc d n c vn u t ln.
- Xem xt, quyt nh chuyn nhng cc c phiu ghi danh.
- Xem xt, y quyn cho Gim c cc v vic c lin quan n quyn
li v ti sn ca cng ty.
- Chu trch nhim trc i hi ng C ng v tnh hnh sn xut
kinh doanh.
Ban kim sot: l t chc gim st, kim tra tnh hp l, hp php
trong qun l iu hnh hot ng kinh doanh, trong ghi chp s sch k ton v ti
chnh ca Cng ty. Ban kim sot gm 3 thnh vin vi nhim k l 5 nm do i
hi ng C ng bu ra.
Ban Gim c iu hnh:
- i din php nhn ca Cng ty trong giao dch.
- Qun l iu hnh mi hot ng kinh doanh ca Cng ty, chu trch
nhim trc Hi ng Qun tr Cng ty
Phng T chc Hnh chnh:
- Xy dng v gim st vic thc hin cc ni quy, quy ch an ton lao
ng trong Cng ty.
- 28-
- T chc tt iu kin lm vic cho cn b cng nhn vin ca Cng

ty, t chc cc cng tc on th.
- C trch nhim gi gn an ninh trong Cng ty, t chc tt cng tc
phng chy cha chy.
- Bn cnh cn nhiu trch nhim qun l v iu ng nhn s, lu
tr h s cng nhn vin bt khen thng, k lut i vi mi thnh vin
trong Cng ty.
Phng Kinh doanh:
- Nghin cu phng hng pht trin sn xut di hn.
- Xy dng cc nh mc lao ng ph hp vi qu trnh sn xut trong
tng thi k nht nh.
- Trn c s cc k hoch sn xut c giao, phng Kinh doanh s lp
k hoch sn xut ngn hn, theo a ra cc phng n nhp vt t,
cung ng kp thi cho tin sn xut.
- Kt hp vi phng K thut, xy dng cc ch tiu nh mc v
nguyn vt liu cho tng loi sn phm.
- T chc iu ng sn xut, theo di, n c, gim st vic thc
hin k hoch sn xut, vic thc hin cc ch tiu, cc nh mc kinh t -
k thut.
- T chc kho bi, sp xp qun l nguyn vt liu v thnh phm mt
cch khoa hc.
- T chc cung ng, tiu th thnh phm, xy dng cc k hoch nhm
m rng th trng v tng thm th phn i vi cc loi sn phm ca
Cng ty.
- Qun l thc hin cng tc Xut nhp khu bao gm:
+ Son tho Hp ng thng mi, thc hin th tc Xut nhp
khu (lm t khai Hi quan, th tc Hi quan, tnh thu).
+ Lp bo co v cng tc Xut nhp khu, phi hp vi phng
K ton- Thng k theo di thu Xut nhp khu.
- 29-

S 2.2: Nhn s phng Kinh doanh ca Cng ty C phn Sn ng Nai. [4]
P.phng Kinh
doanh
T trng
t pht trin
th trng
T trng
iu
sn xut
T trng bc xp
Kho IP & Kho PPG
Trng b
phn Xut
nhp khu
Th
kho
nguyn
liu
thnh
phm
Nhn
vin
pht
trin
th
trng
Nhn
vin
li
xe
nng
Nhn
vin
bc
xp
Nhn
vin
bn
hng
Nhn
vin
lp
ho
n
Nhn
vin
giao
hng
Nhn
vin
xut
nhp
khu
Nhn
vin
bc
xp
Nhn
vin
li
xe
nng
Trng phng
Kinh doanh
- 30-
Phng K ton Thng k:

- Thc hin vic gim st v qun l ton b ti sn ca Cng ty.
- Xy dng cc k hoch ti chnh.
- T chc s sch k ton, tnh ton, ghi chp, thc hin tt c cc
nghip v kinh t pht sinh theo th t thi gian trong Cng ty bng gi tr
tin t mt cch y , chnh xc, kp thi, trung thc v c h thng.
- Tnh ton tnh hnh s dng vn vo cc hot ng sn xut kinh
doanh, tnh hnh bin ng v lao ng, vt t. Tnh ton ng cc chi ph
sn xut kinh doanh, gi thnh sn phm, hng ha. Xc nh chnh xc kt
qu sn xut kinh doanh, phn b thu nhp hp l theo ng ch , np
y v kp thi cc khon phi np cho ngn sch.
- Cung cp y v kp thi cc s liu, ti liu cn thit cho cc b
phn, phng ban c lin quan trong Cng ty. ng thi lp ng v cc
bo co ti chnh theo ch quy nh ca Nh nc v theo yu cu qun
l ca Ban gim c.
Phng C in Xy dng c bn: c nhim v nghin cu, lp k
hoch xy dng c bn. Xy dng k hoch, lp d ton cho vic duy tu, bo tr,
sa cha thng xuyn v sa cha ln my mc, thit b phc v cho vic sn
xut, ng thi thc hin cc k hoch, d ton c duyt.
Phng K thut ng Nai:
- Nghin cu xy dng cng thc, n pha ch, quy trnh cng ngh
cc sn phm sn ng Nai theo tiu chun k thut, ph hp vi trnh
thit b, nng lc sn xut v thc t tnh hnh kinh doanh ca Cng ty.
- Tham gia vo qu trnh ban hnh cc lnh sn xut.
- Phi hp vi xng theo di quy trnh cng ngh trong qu trnh sn
xut.
- Kim tra cht lng bn thnh phm v thnh phm trong qu trnh
sn xut theo tiu chun quy nh.
- 31-
- T chc nghin cu p dng nhng tin b k thut, cng ngh mi

vo sn xut.
- Nghin cu sn xut cc sn phm mi theo nhu cu ca th trng,
gp phn a dng ha mt hng ca Cng ty.
- nh mc vt t nguyn liu cho tng chng loi sn phm v kim
tra nguyn vt liu u vo.
- Th mu trn cng ngh ca khch hng, gim st thi cng cc cng
trnh.
Phng K thut IP v PPG:
- Nghin cu thay th mt s loi nguyn liu khi cn thit.
- B sung v hon thin cng thc cho mt s loi sn mi theo yu
cu.
- Phi hp vi xng theo di quy trnh cng ngh trong qu trnh sn
xut.
- Kim tra cht lng bn thnh phm v thnh phm theo tiu chun
quy nh.
- Theo di sn phm lu mu.
- Theo di tin sn xut ca xng.
- Theo di nguyn liu (kim tra nguyn liu u vo, x l nguyn liu
khng t ch tiu k thut).
- Sn xut nhng m sn nh theo yu cu ca khch hng.
Phn Xng Sn 1: sn xut ra cc loi sn phm (bt trt tng, sn
nc DONASA, v cc loi sn dung mi khc) theo yu cu ca Cng ty ng
k hoch, thi gian quy trnh, cht lng v tit kim chi ph vt t lao ng.
Phn Xng Sn 2:
- Sn xut ra cc loi sn theo hp ng hp tc gia Cng ty C Phn
Sn ng Nai v Cng ty Coasting Singapore Lte., Ltd AKZONOBEL
theo ng yu cu v s lng, cht lng v thi gian.
- S dng, bo qun thit b, nh xng, vt t lao ng c hiu qu.
- 32-
- m bo an ton v sinh cng nghip trong sn xut.

Phn Xng Sn 3 v 4: y l 2 Xng hp tc gia Cng ty C
Phn Sn ng Nai v Cng ty PPG ca M sn xut sn tm lp v sn cng
nghip cao cp.
Phn Xng Sn 5:
- S dng, bo qun thit b, nh xng, vt t lao ng c hiu qu.
- Hp tc vi Cng ty Akznobel sn xut sn du Maxilite.
2.1.5. Cng ty C phn Sn ng Nai vi nhng thun li v kh khn
hin ti: [2]
2.1.5.1. Thun li:
Sn phm: hin nay Cng ty c ba sn phm c coi l th mnh
trong hot ng sn xut kinh doanh ca mnh:
- Sn DONASA Hitech: l loi sn nc cao cp s dng 100% nha
Acrylic trang tr ch yu cho tng ngoi. c bit ph, bng, bm
dnh cao v chu mi thi tit nng m ti Vit Nam. Sn chng nm, chng ru
mc, chng bm bi, chng thm c bit hiu qu cao. Mng sn chu chi ra rt
tt, gi mu p, khng b phn ha.
- Sn EPOXY: dng cho nn nh xng, vt liu thp, vt liu g. Vi
c tnh: bm dnh tt, bn mu, chu ha cht, axit nh, kim, xng du v chu ma
st cao.
- Sn SUNMASTER 2: l loi sn s dng chng nhit gc nha do.
Sunmaster 2 s dng cho ngoi tri, c bit ch sn mt lp trn b mt kim loi
c lm sch, c th chu c nhit cao ngoi tri. Sn c kh nng lm
gim nhit trn b mt t 7-15
0
C.

- 33-
Bng 2.3: Doanh thu ca cc sn phm qua cc nm (2007 2010) [2]

(n v tnh: 1000 ng)

i tc trong sn xut kinh doanh: Cng ty tin hnh hp tc sn
xut vi ba i tc ln l nhng tp nhng tp on hng u (v cng ngh sn
xut sn) trong ngnh sn xut sn trn th gii:
- International Paint Pte. Ltd (thuc tp on Azko Nobel - H Lan):
chuyn sn xut cc loi sn dng cho tu bin, gin khoan du kh v cc cng
trnh xy dng cng nghip.
- Cng ty PPG Vit Nam (thuc tp on PPG Hoa K): chuyn sn
xut sn dng cho tm lp v mt s loi sn cng nghip khc.
- Cng ty Albesti Insultec Paints Pty. Ltd (Australia): chuyn sn xut
sn chng thm, sn cch nhit.
Cng ngh, my mc v thit b: hin nay my mc, thit b ca Cng
ty v ang p ng c yu cu sn xut ra nhng sn phm c cht lng cao
theo tiu chun quc t, c cc i tc hp tc nc ngoi tin tng. Cc sn
phm ca Cng ty hu ht c sn xut t nguyn liu ngoi nhp v sn xut theo
cng ngh ca M, tiu chun JIS Nht Bn. H thng pha mu k thut s c
nhp t Italy p ng tt nhu cu ca khch hng v cht lng, thi gian, a dng
vi hn 1.100 mu.
Nh cung cp: do s cnh tranh mnh gia cc nh cung cp, s u
t vo dch v, xy dng uy tn thng hiu ca cc nh cung cp nguyn liu trn
STT Sn phm 2007 2008 2009 2010
1 Sn AK 34.586.515 37.936.608 44.105.957 51.714.235
2 Sn tu bin 72.732.312 75.069.044 80.903.147 87.326.285
3 Sn nc 40.136.984 43.126.718 47.410.936 54.882.681
4 Sn cch nhit 738.614 347.730 354.075 368.159
5 Bt trt 3.790.497 4.595.825 4.541.637 4.267.322
6 Sn PPG 66.231.032 69.026.491 83.584.139 101.476.193
Tng cng 218.215.954 230.232.416 260.899.891 300.034.875
- 34-
th gii c vn phng i din ti Vit Nam, tin ti s hp tc lu di, chuyn

nghip vi cc nh tiu th. Thm vo l s lu thng thun li trong nc cng
nh quc t, phng tin lin lc nhanh chng, iu kin thanh ton thun li nn
Cng ty hu nh khng gp kh khn no ng k trong vic cung ng cc nguyn
vt liu phc v sn xut cng nh l mang li nhiu thun li v gi cho Cng ty.
Khch hng: ngy cng thng minh, c hiu bit rng v nhiu thng
tin so snh, i chiu. iu ny t ra cho Cng ty nhiu c hi ln thch thc, qua
thc t cho thy cc khch hng ln ca Cng ty nh: cc tp on, cng ty xy
dng, cc khu cng nghip, khu dn c th thng n nh v trung thnh, cn cc
Ca hng, i l cng c xu hng tng dn doanh s bn.
Th trng hin ti ca Cng ty ch yu tp trung ti thnh ph Bin
Ha, do gn vi a im sn xut ca Cng ty nn cht lng phc v lun c
tt hn. Ngoi vic phn phi qua cc i l, Cng ty cn phn phi qua cc ca
hng nn khng b khng ch v mt doanh s. Mt khc, Cng ty cng c bit ch
trng n hai th trng tim nng l Cn Th v Nng cng mt s khu vc
khc trong nc.
Nhng thnh tu v kt qu t c trong thi gian qua: (tham kho
ph lc s 2)
- Cp vng thng hiu ngnh xy dng.
- Hng u Top thng hiu Vit.
- Thng hiu chng khon uy tn.
- Chng nhn thng hiu t cp vng TOPTEN 2007.
- Chng nhn danh hiu hng Vit Nam Cht lng cao.
- Chng nhn Thng hiu ni ting.
2.1.5.2. Kh khn:
Vi s pht trin khng ngng ca khoa hc k thut, s quan tm
ngy cng nhiu n yu t mi trng v vn ci thin iu kin lm vic cho
cng nhn. Cng ty vn cn thiu s u t cho vic ci tin h thng dy chuyn
- 35-
sn xut theo hng t ng ha, a quy trnh sn xut vo h thng khp kn hn

nhm tng nng sut lao ng v hiu qu ca cng vic.
Ngun nguyn liu ca Cng ty ch yu l t nhp khu nn s bin
ng v mt t gi trong thi gian gn y cng l mt kh khn trong vic n nh
gi thnh sn xut ca sn phm.
Khch hng khi mua sn phm thng c nhng yu cu rt a dng,
kinh doanh trong thi i mi cc khch hng ni chung u mun sn phm cht
lng cao, gi r, phc v chu o c khuyn mi, qu tng...y c coi l mt
yu t sng cn i vi Cng ty nu mun tip tc tn ti v pht trin.
Cng nh cc doanh nghip khc vn khch hng mua chu nhiu
s dn ti n xu, kh i, ang gy kh khn trong vic thu hi li vn ca Cng
ty.
Mc n nh v doanh s bn hng ca cc Ca hng, i l ch
dng li mc tng i v lng t hng ca cc Ca hng, i l ph thuc
nhiu vo li nhun, hoa hng, qu tng m h nhn c t Cng ty.
Hin nay, cc i l c doanh thu gim hoc tng chm, u nm
khu vc kh xa trong c hai i l nm ti C Mau v Ngh An. Mng li bn
hng cc khu vc a l khc cn nhiu hn ch, Cng ty cha c kho st chi tit,
y ti cc th trng m ch tp trung th trng ng Nai, cha c s u t
ng mc cho cc cc th trng ln k cn nh TP HCM, Bnh Dng, Vng Tu
v nhiu a phng khc.
2.2. Thc trng mc hi lng ca cc Ca hng, i l i vi cht lng
dch v giao hng, i hng ca Cng ty C phn Sn ng Nai:
2.2.1. i tng kho st:
- Tc gi khng s dng phng php chn mu xc sut (do iu kin
i li khng cho php v thun tin cho vic thu thp thng tin). M tc gi s
dng phng php chn mu khng xc sut, ngha l la chn t trc cc Ca
hng, i l ti khu vc ng Nai v mt s tnh ln cn tin hnh pht phiu
kho st trong thi gian t 15/02/2011 n 31/03/2011.
- 36-
2.2.2. Kch thc mu:

- Trong nghin cu ny s bin (cu hi) c s dng kho st l
34 cu (trong c 4 cu hi v thng tin chung v 1 cu hi v s hi lng chung
ca i tng phng vn), s lng mu (i tng) d kin ban u kho st l
n=60 i tng, trong :
+ S phiu pht ra l 60 phiu.
+ S phiu thu v l 57 phiu.
+ S phiu hp l l 57 phiu.
+ S phiu khng hp l l 3 phiu.
Bng 2.4: Bng s lng phiu kho st thu c.
STT a im thc hin kho st S lng phiu kho st
1 ng Nai 34
2 TP. H Ch Minh 7
3 Bnh Dng 5
4 Bnh Phc 1
5 Vng Tu 3
6 Cn Th 2
7 Long An 3
8 Tin Giang 2
Tng s 57
[Ngun: Tc gi tng hp]
2.2.3. Thit k phiu kho st (bn cu hi):
Phiu kho st gm 2 phn chnh: (tham kho ph lc s 3).
- Phn mt bao gm nhng cu hi nh hng n mc hi lng ca
cc Ca hng, i l. Phn ny chia lm 2 ct:
+ Ct mc quan trng c tc gi k hiu l [Q]: nh gi
mc quan trng ca cc yu t c cp i vi mong mun v cht lng
- 37-
dch v giao hng, i hng ca Cng ty. Trong , thang o Likert 5 im c s

dng o lng tm quan trng ca cc yu t trong phiu kho st m cc Ca
hng, i l c mong mun hay k vng ban u, c th l:
1= Hon ton khng quan trng
2= Khng quan trng
3= Bnh thng
4= Quan trng
5= Hon ton rt quan trng
+ Ct mc hi lng c tc gi k hiu l [L]: nh gi mc
hi lng ca cc Ca hng, i l i vi cht lng dch v giao hng, i hng
ca Cng ty. Trong , thang o Likert 5 im c s dng o lng mc
hi lng ca cc Ca hng, i l sau khi c nhng cm nhn v qu trnh phc v
ca Cng ty, c th l:
1 = Hon ton khng hi lng
2 = Khng hi lng
3 = Bnh thng
4 = Hi lng
5 = Hon ton rt hi lng
- Phn hai gm 4 cu hi nhm thu thp thng tin chung v 1 cu hi
nh gi chung v s hi lng ca cc Ca hng, i l bao gm:
+ Thng tin v loi hnh kinh doanh.
+ Thng tin v mc t hng.
+ Thng tin v thi gian bn hng.
+ Thng tin v mc doanh thu.
+ nh gi chung v s hi lng.
- 38-
Thng qua phiu kho st tc gi mun gii quyt mt s vn

nghin cu sau:
a. Khi qut c mt s thng tin chung ca cc Ca hng, i
l nh: loi hnh kinh doanh, mc doanh thu, mc t hng, thi gian bn hng
cho Cng ty.
b. Xc nh cc nhm nhn t nh hng n mc quan trng
(k vng) ca cc Ca hng, i l i vi cht lng dch v giao hng, i hng
ca Cng ty C phn Sn ng Nai.
c. So snh mc hi lng hin ti ca cc Ca hng, i l i
vi s k vng ban u v cht lng dch v giao hng, i hng ca Cng ty C
phn Sn ng Nai.
d. nh gi tm quan trng ca cc nhm nhn t mc hi
lng vn c nh hng n s hi lng ca cc Ca hng, i l i vi cht
gii quyt vn a tc gi s dng phng php phn tch
thng k m t vi bng tn s Frequencies cng s h tr ca phn mm SPSS.
gii quyt vn b, c tc s dng phng php phn tch
nhn t khm ph EFA (exploratory factor analysis) v phng php nh gi tin
cy Cronbach Alpha vi s h tr ca phn mm SPSS.
gii quyt vn d tc gi s dng phng php phn tch
hi quy tuyn tnh bi cng vi s h tr ca phn mm SPSS.
2.2.4. Phn tch d liu v kt qu nghin cu:
- Vi 57 phiu kho st hp l thu c, sau khi uc tc gi lm sch,
m ha v x l hon ton bng phn mm thng k SPSS 16.0. Cho ra nhng kt
qu nh sau:
2.2.4.1. Mt s thng tin chung ca cc Ca hng, i l:
V loi hnh kinh doanh: c 16 khch hng l Ca hng trong
tng s 57 phiu kho st hp l (chim t l 28,1%) v c 41 khch hng l i l
(chim t l 71,9%).
- 39-
Bng 2.5: Loi hnh kinh doanh.

Frequency Percent Valid Percent
Cumulative
Percent
Ca hng 16 28.1 28.1 28.1
i l 41 71.9 71.9 100.0
Valid
Total 57 100.0 100.0
[Ngun: Tc gi tng hp v x l s liu bng phn mm SPSS]
V mc t hng: c chia thnh bn nhm: c 5 khch
hng t hng hng ngy (chim t l 8,8%), c n 24 khch hng t hng mi
tun (chim t l 42,1%), c 18 khch hng t hng mi thng (chim t l 31,6%)
v c 10 khch hng t hng lu hn na (chim t l 17,5%).
Bng 2.6: Mc t hng thng xuyn.
Cumulative
Percent
Hng ngy 5 8.8 8.8 8.8
Mi tun 24 42.1 42.1 50.9
Mi thng 18 31.6 31.6 82.5
Lu hn na 10 17.5 17.5 100.0
Valid
Total 57 100.0 100.0
V thi gian bn hng: c chia thnh bn nhm: c 2
khch hng c thi gian bn hng cho Cng ty di 1 nm (chim t l 3,5%), c
n 38 khch hng c thi gian bn hng cho Cng ty trong thi gian t 1 - < 7 nm
(chim t l 66,7%), vi thi gian bn hng cho Cng ty t 7 - < 15 nm th c 14
khch hng (chim t l 24,6%) v ch c 3 khch hng c thi gian bn hng cho
Cng ty trong thi gian t 15 - < 20 nm (chim t l 5,3%).

- 40-
Bng 2.7: Thi gian bn hng cho Cng ty.

Cumulative
Percent
Di 1 nm 2 3.5 3.5 3.5
T 1 - < 7 nm 38 66.7 66.7 70.2
T 7 - < 15 nm 14 24.6 24.6 94.7
T 15 - < 20 nm 3 5.3 5.3 100.0
Valid
Total 57 100.0 100.0
V mc doanh thu: c chia thnh nm nhm: c 4 khch
hng c mc doanh thu di 100 tr/1 nm (chim t l 7,0%), c n 17 khch
hng c mc doanh thu t 100 - < 300 tr/1 nm (chim t l 29,8%), tng ng
vi mc doanh thu t 300 - < 600 tr/1 nm th c 16 khch hng (chim t l
28,1%), c 9 khch hng c mc doanh thu t 600 - < 1 t ng/1 nm (chim t l
15,8%) v vi mc doanh t 1 t ng tr ln th c 11 khch hng (chim t l
19,3%).
Bng 2.8: Mc doanh thu.
Frequency Percent
Valid
Percent
Cumulative
Percent
Di 100 tr 4 7.0 7.0 7.0
T 100 - < 300 tr 17 29.8 29.8 36.8
T 300 - < 600 tr 16 28.1 28.1 64.9
T 600 - < 1t 9 15.8 15.8 80.7
T 1 t tr ln 11 19.3 19.3 100.0
Valid
Total 57 100.0 100.0
2.2.4.2. Nhng nhm nhn t nh hng n mc quan trng
ca cc Ca hng, i l i vi cht lng dch v giao hng, i hng ca
Cng ty C phn Sn ng Nai:
Thng thng, khi bt u c Cng ty cung ng mt dch v, cc
khch hng s lun c nhng mong mun hay s k vng ban u ca mnh v cht
- 41-
lng dch v . V vy, xc nh c r rng cc nhm nhn t nh hng

n mc quan trng ca cc Ca hng, i l i vi cht lng dch v giao
hng, i hng ca Cng ty C phn Sn ng Nai, tc gi dng phng php phn
tch nhn t khm ph EFA v phng php phn tch h s Cronbach Alpha.
Tc gi s dng 29 cu hi t AQ1 n EQ29 (thuc nhm Q) vi 57
phiu kho st hp l. Kt qu x l s liu t phn mm SPSS nh sau:
Bng 2.9: KMO and Bartlett's Test nhm Q.

H s KMO = 0,586 > 0,5 v h s Barletts c mc ngha 0,000
khng nh rng phng php phn tch nhn t ny trong nghin cu l ph hp.
Bng 2.10: H s iu chnh ca cc bin rt trch nhm Q.

- 42-

T bng kt qu h s iu chnh ni trn, tc gi a ra nhng nhn
xt nh sau:
- S bin (cu hi) c ngha thng k trong b d liu nghin cu
c rt trch l 13 bin. V 13 bin ny gp phn gii thch khong 70,801% s
nh hng ca cc nhn t n s k vng (mc quan trng) ca cc Ca hng,
i l i vi cht lng dch v giao hng, i hng ca Cng ty C phn Sn
ng Nai.
- Sau khi x l s liu, phn mm SPSS lc ra c 13 cu hi c
nh hng ln n s k vng ca cc Ca hng, i l i vi cht lng dch v
giao hng, i hng ca Cng ty v nhm li thnh 5 nhm nhn t sau:
Bng 2.11: Ma trn xoay nhn t nhm Q.

- 43-
khng nh r rng hn v tin cy ca 5 nhm nhn t ny, tc

gi tin hnh kim nh tin cy vi h s Cronbachs Alpha cho cc b cu hi
ca cc nhm. Kt qu x l thu c nh sau:
Nhm 1: bao gm cc cu hi EQ24, EQ26, EQ29, EQ27.
- EQ24: Mu m bao b c p hn v hp dn hn.
- EQ26: Mu sc trong bng mu (catalogue) y v a dng.
- EQ27: Chnh sch khuyn mi tt nh: tng qu, h tr t ri, banner
- EQ29: Uy tn, thng hiu ca Cng ty trn th trng hin ti.
Vi nhm 1 ny, sau y tc gi s gi l nhm uy tn v hnh nh.
Bng 2.12: Kt qu Cronbachs Alpha nhm 1.

Vi h s Alpha = 0,626 > 0,6 cho nn nhm ny t tin cy tin hnh
phn tch d liu. V cc cu hi trong nhm ny gm c EQ24, EQ26, EQ27,
EQ29 u c h s tng quan vi bin tng l ln hn 0,3 cho nn b cu hi ny
t c cht lng thang o.
Nhm 2: bao gm cc cu hi CQ17, CQ19, CQ15.
- CQ15: Nhn vin thng xuyn gi in thm hi v tm hiu nhu cu mong
mun.
- CQ17: Nhn vin lun c kin thc chuyn mn t vn, gii p cc cu
hi thc mc.
- 44-
- CQ19: Mi kin ng gp/ phn nn t pha Qu Ca hng, i l c

phn hi nhanh chng v y .
Vi nhm 2 ny, sau y tc gi s gi l nhm mc quan tm.

phn tch d liu. V cc cu hi trong nhm ny gm c CQ15, CQ17, CQ19 u
c h s tng quan vi bin tng l ln hn 0,3 cho nn b cu hi ny t c
cht lng thang o.
Nhm 3: bao gm cc cu hi BQ5, AQ3.
- AQ3: i ng nhn vin lm vic nng ng mang tnh chuyn nghip.
- BQ5: Cng ty lun ch ng trong vic tip nhn n t hng.
Vi nhm 3 ny, sau y tc gi s gi l nhm nng lc chuyn mn.

- 45-

phn tch d liu. V cc cu hi trong nhm ny gm c AQ3, BQ5 u c h s
tng quan vi bin tng l ln hn 0,3 cho nn b cu hi ny t c cht lng
thang o.
Nhm 4: bao gm cc cu hi BQ6, CQ12.
- BQ6: Vic giao hng lun c tin hnh nhanh chng.
- CQ12: Qu trnh xp d hng din ra nhanh chng v chnh xc.
Vi nhm 4 ny, sau y tc gi s gi l nhm qu trnh phc v.

phn tch d liu. V cc cu hi trong nhm ny gm c BQ6, CQ12 u c h s
thang o.
Nhm 5: bao gm cc cu hi BQ10, EQ25.
- BQ10: Lun m bo hng c sn giao hng lin tc.
- EQ25: Cng ty lun cung cp nhng sn phm t cht lng tt.
Vi nhm 5 ny, sau y tc gi s gi l nhm sn phm.

- 46-

phn tch d liu. V cc cu hi trong nhm ny gm c BQ10, EQ25 u c h s
thang o.
2.2.4.3. So snh mc hi lng hin ti ca cc Ca hng, i l
i vi s k vng ban u v cht lng dch v giao hng, i hng ca Cng
ty C phn Sn ng Nai:
nh gi c mc hi lng hin ti ca cc Ca hng, i l v cht
lng dch v giao hng, i hng ca Cng ty, tc gi dng phng php phn tch
h s Cronbach Alpha. C th, tc gi xc nh gi tr trung bnh (Mean) ca 5
nhm nhn t mc quan trng trn bao gm: uy tn v hnh nh; mc
quan tm; nng lc chuyn mn; qu trnh phc v v sn phm cng vi mc
hi lng ca cc Ca hng, i l ng vi 5 nhm nhn t ny thng qua cc cu
hi t AL1 n EL29. Sau , tc gi tin hnh so snh cc mc trung bnh ny
nh gi mc p ng ca Cng ty i vi s k vng ca cc Ca hng, i
l. Kt qu x l s liu t phn mm SPSS nh sau:
Mc hi lng hin ti vi s k vng ban u nhm 1 (uy tn
v hnh nh):
Bng 2.17: Gi tr trung bnh gia mc hi lng [L] v mc
quan trng [Q] ca nhm 1.
Mc hi lng [L] Mc quan trng [Q]

- 47-
Vi gi tr Mean = 10,2807 ca [L] < 14,1053 ca [Q], chng t nhm 1

ny mc hi lng ca cc Ca hng, i l thp hn so vi s k vng ban u
ca h v cht lng dch v giao hng, i hng ca Cng ty.
Nhm 1 (k hiu FAC1): l nhm th hin uy tn v hnh nh hin ti ca
Cng ty nhng ch c cc Ca hng, i l nh gi s hi lng mc thp, c
th gii thch nh sau:
- Trong thi gian qua, mc d Cng ty c nhiu c gng trong vic
u t, hp tc vi cc Cng ty chuyn v sn xut v thit k dnh cho mu m,
bao b trong v ngoi nc nhm em li mt din mo mi, p hn cho cc mt
hng sn ca Cng ty. Nhng khi mu sc, hnh nh trn cc thng sn phn no
lm hi lng cc Ca hng v i l th li bc l mt khuyt im khc, y c
cho l nguyn nhn dn n s khng hi lng ca cc Ca hng, i l i vi
mu m, bao b ca Cng ty hin ti, c th l: thay v Cng ty phi in phun mc
trc tip mt s thng tin nh: ngy, gi, s l sn xut.trn cc thng sn th
Cng ty li cho dn cc tem mc bng giy (Hnh 2.2). Qua kho st thc t, tc gi
nhn c nhiu phn nh ca cc Ca hng v i l v vn ny v trong qu
trnh vn chuyn v trng by, cc tem mc bng giy ny rt hay b rch v bong
trc hoc m nhe cc thng tin sn phm, nh vy va mt thm m m nhiu khi
cn gy kh khn trong kinh doanh cng nh s dng sn phm.

Hnh 2.2: Cc tem mc bng giy c dn trc tip trn cc thng sn.
[Ngun: Tc gi su tm]
- 48-
- Mu sc trong cc bng mu (Catalogue) ca Cng ty cng y , a

dng v gn vi thc t s to rt nhiu thun li cho cc Ca hng v i l trong
vic gii thiu v tng doanh s bn hng. T gp phn lm gim s lng hng
i hay tr li cho Cng ty. Ti Cng ty, cc bng mu ny ch yu c t in
Malaysia vi gi 1 USD/ mi bng v ch c pht nhiu cho nhng Ca hng,
i l c doanh s bn cao, qua thc t tc gi nhn thy:
+ Bng mu ca Cng ty (Hnh 2.3) c thay i v b sung nhiu
ln nhng bn trong cc Catalogue li khng ghi ch thng tin v nm v s ln
thay i gy ra tr ngi cho cc Ca hng, i l trong vic nhn bit s thay i
ca bng mu.
+ Mt khc, cc Ca hng v i l nhn c nhiu kin thc
mc ca ngi tiu dng v vic cc mu sc trong Catalogue cha thc s a dng
v mt s mu cn khc xa so vi thc t (nguyn nhn l do khi th xy dng tin
hnh sn trn din rng th m ca mt s mu s b long v nhanh bay mu
hn dn n khng ging nh trong Catalogue ban u).

Hnh 2.3: Cc bng mu (Catalogue) c v mi ca Cng ty.
[Ngun: Tc gi su tm]
- 49-
- Hin nay, thng hiu ca Cng ty c ngi tiu dng bit n ch

yu ti a bn tnh ng nai. Trong khi , ti cc tnh khc nh: Bnh Dng,
Bnh Phc v cc tnh min Ty cc Ca hng v i l cho rng: hu nh ngi
tiu dng cha bit g nhiu ti thng hiu DONASA v cc sn phm ca Cng
ty C phn Sn ng Nai cho nn hng bn c rt chm. Vi a im sn xut
v kinh doanh ca Cng ty t ti ng Nai nn trong thi gian qua Cng ty ch
trng kh nhiu vo vic qung b hnh nh ca mnh ti th trng ny. Trong khi
cc th trng khc Cng ty ch c gng m rng thm knh phn phi m cha
thc s quan tm u t cho cng tc qung co, tip th thng hiu ca mnh n
vi ngi tiu dng. Bn cnh , vic thc hin cc chnh sch khuyn mi ca
Cng ty cn nhiu hn ch v cha p ng c s mong i ca cc Ca hng,
i l. Cc t khuyn mi ca Cng ty cha nhiu v cha thng bo kp thi cho
cc Ca hng, i l c bit. Cng ty ch dng li vic tng qu cho cc Ca
hng v i l thng qua t chc hi ngh khch hng cui nm hay vo dp l, tt
m cha thc hin c cc chng trnh khuyn mi mt cch thng xuyn v
cn thit.
Do , y s l 1 trong nhng nhm nhn t m tc gi cn ra cc
gii php nhm khc phc, ci thin v nng cao hn na s hi lng ca cc Ca
hng v i l i vi cht lng dch v giao hng, i hng ca Cng ty hin ti.
Mc hi lng hin ti vi s k vng ban u nhm 2 (mc
quan tm):

- 50-
Vi gi tr Mean = 7,7368 ca [L] < 10,8947 ca [Q], chng t nhm 2 ny

mc hi lng ca cc Ca hng, i l thp hn so vi s k vng ban u ca
h v cht lng dch v giao hng, i hng ca Cng ty.
Nhm 2 (k hiu FAC2): l nhm th hin mc quan tm ca Cng ty
nhng ch c cc Ca hng, i l nh gi s hi lng mc thp, c th gii
thch nh sau:
- Trong thi gian thc tp ti Cng ty, tc gi nhn thy hu nh ngy
no b phn bn hng cng nhn c n t hng t cc Ca hng v i l. Vi
mc tiu to mi iu kin tt nht cho khch hng nn Cng ty khng phn bit s
lng n t hng, d nhiu hay t Cng ty cng giao hng y cho cc Ca
hng, i l (c trng hp Ca hng ti TP.HCM t 1 2 thng sn Cng ty
cng giao bng xe ti nh). Thi gian lm vic ca b phn bn hng v giao hng
cng v th m lun lun bn rn v nhiu vic, thng th thi gian c coi l bn
rn nht chnh l vo bui sng t 8h00 10h30, cn thi gian bui chiu Cng ty
nhn c t n t hng hn v nu c th Cng ty cng ch giao c vo ngy
mai. Vi lch lm vic bn rn nh vy, nhiu lc cc nhn vin bn hng cng
khng c thi gian tr chuyn, hi thm tnh hnh kinh doanh cng nh l tm
hiu nhu cu mong mun ca cc Ca hng, i l.
- Vi nng lc v trnh chuyn mn hin ti ca cc nhn vin bn
hng hng v giao hng th mi ch p ng tt v nghip v, cn nu chuyn su
hn na v kin thc chuyn mn c th lm hi lng cc Ca hng v i l th
cc nhn vin ny cn gp nhiu hn ch do cha c o to qua cc lp nghip
v chuyn su ny. c bit l i vi i ng nhn vin giao hng, h thng l
nhng ngi phi tip xc trc tip vi cc Ca hng, i l hng ngy nhng trnh
chuyn mn v k nng giao tip ca cc nhn vin ny cn thp, ch yu da
vo kinh nghim lm vic l chnh. V vy, m vic tm hiu nhu cu mong mun
cng nh phn hi thng tin n cc Ca hng, i l cn chm v cha p ng
c s k vng h.
- 51-
- Vic ch ng theo di tnh hnh bn hng v phn hi thng tin mt

cch nhanh chng n cc Ca hng, i l s gip ch rt nhiu cho Cng ty trong
vic h tr v to mi iu kin tt nht nhm lm hi lng cc Ca hng v i l.
Nhng thc t cho thy, cc nhn vin bn hng v tip th cha c iu kin v
kh nng theo di c tt c cc Ca hng, i l m ch c th theo di c
mt s Ca hng, i l c doanh thu cao v ti cc tnh xa. Vic theo di ny
c thc hin mi tun v ghi c th trong bng lch cng tc (Hnh 2.4) t ti
phng lm vic ca Trng v Ph phng Kinh doanh cho tng nhn vin c th
theo di thc hin. Nhng theo tc gi nhn thy, nu t v tr nh vy th cha
hp l v phng lm vic ca Trng v Ph phng Kinh doanh l ni t nhn vin
ra vo v khng gy c s ch nhc nh nhn vin thng xuyn quan tm
n Ca hng, i l m mnh ang cn phi theo di trong tun.

Hnh 2.4: Bng lch cng tc ca phng Kinh doanh.
[Ngun: Tc gi su tm]
- 52-

Mc hi lng hin ti vi s k vng ban u nhm 3 (nng
lc chuyn mn):

Vi gi tr Mean = 6,3158 ca [L] > 5,7895 ca [Q], chng t nhm 3 ny
mc hi lng ca cc Ca hng, i l cao hn so vi s k vng ban u ca
h v cht lng dch v giao hng, i hng ca Cng ty. Trong thi gian sp ti
Cng ty cn tip tc gi vng v nng cao hn na s hi lng ca cc Ca hng,
i l nhm nhn t ny.
Mc hi lng hin ti vi s k vng ban u nhm 4 (qu
trnh phc v):

- 53-

Nhm 4 (k hiu FAC4): l nhm th hin qu trnh phc v ca Cng ty
nhng ch c cc Ca hng, i l nh gi s hi lng mc thp, c th gii
thch nh sau:
- Hin ti, i xe giao hng ca Cng ty (Hnh 2.5) gm c: 3 xe ti 3,2
tn; 1 xe ti nh 550kg, 1 xe du lch 14 ch v 2 xe nng hng. Vi cc phng tin
ny Cng ty ch mi tm thi p ng c vic giao hng trong ngy cho cc Ca
hng, i l ti cc tnh pha Nam (i vi cc tnh min Trung v Ty Nguyn
Cng ty ch c th gi hng thng qua cc xe ch hng hay xe ch khch i ng
di). Vic giao hng khng phi lc no cng c sun s v kp thi n cc Ca
hng, i l v c nhiu trng hp xe ang chy trn ng th b lng lp, hng
my hay phi dng li cho cnh st giao thng kim tra
- Cc n t hng sau 9h00 sng u c b phn bn hng chuyn
sang giao vo ngy hm sau v thng sau khong thi gian ny i xe ca Cng ty
i giao hng ti cc tnh. ng thi, nu b phn bn hng nhn c cng lc
nhiu n t hng v u c cc Ca hng, i l yu cu giao trong cng mt
ngy; th vic b tr, sp xp cc phng tin v nhn vin giao hng sao cho hp l
c th p ng c ht cc n t hng lun l mt vn kh khn cho b
phn bn hng.

Hnh 2.5: i xe giao hng v 2 xe nng ca Cng ty. [Ngun: Tc gi su tm]
- 54-
- Ti Cng ty, vic cht xp hng ln cc xe ti c thc hin bi cc

nhn vin bc xp v s h tr ca 2 chic xe nng nn cng vic lc no cng din
ra rt nhanh chng v thun li mc d s lng hng rt nhiu v nng (Hnh 2.5
v Hnh 2.6). Nhng khi n cc a im kinh doanh ca cc Ca hng, i l
nhn vin giao hng v ti x phi dng tay xp d hng t trn xe xung, ring
i vi xe ti nh th vic d hng do mt mnh ti x lm (Hnh 2.6). Vi s lng
hng nhiu v nng nh vy nn vic xp d hng gp rt nhiu vt v, lm nh
hng n cng vic bn hng ti cc Ca hng, i l v thm ch khng kp thi
gian giao hng nhng a im khc.

Hnh 2.6: Thc hin xp d hng ti Cng ty v cc Ca hng, i l.
[Ngun: Tc gi su tm]
Mc hi lng hin ti vi s k vng ban u nhm 5 (sn
phm):

- 55-


Nhm 5 (k hiu FAC5): l nhm th hin cht lng sn phm v m
bo hng lun sn c giao ca Cng ty nhng ch c cc Ca hng, i l
nh gi s hi lng mc thp, c th gii thch nh sau:
- Mi nm Cng ty s tin hnh iu chnh gi bn ty vo tng thi
im. c bit l trong thi gian gn y khi gi xng, gi in v gi nguyn liu
u vo tng cao th vic Cng ty phi tng gi bn cc mt hng sn l iu khng
th trnh khi. Nhng cng chnh v tng gi sn phm m Cng ty lun gp phi
tnh trng khng hng c sn giao kp cho cc Ca hng, i l. Thng
thng khi tin hnh iu chnh tng gi cc mt hng sn, Cng ty s thng bo
cho tt c cc Ca hng, i l c bit trc 10 ngy. Nm c thng tin ny
cc Ca hng v i l s tranh th t nhiu hng bn vi gi cao nhm hng
phn chnh lch.
V d: ngy 21/03/2011 Cng ty ra thng bo n tt c cc Ca hng,
i l bt u t ngy 01/04/2011 Cng ty s p dng bng gi mi v gi bn s
tng so vi trc . Nh bit trc c thng tin ny, trong khong thi gian t
ngy 21/03/2011 n ngy 31/03/2011 cc Ca hng v i l s tranh th t hng
- 56-
lin tc v dn dp bn vi gi cao dn n hng s giao khng kp v ng

nhin l cc Ca hng, i l s khng cm thy hi lng.
- Cng ty c th cnh tranh c vi nhng thng hiu khc trong
nc th vic gi s n nh v mt cht lng v nghin cu thm cc sn phm
mi c xem l yu t quyt nh n s thnh bi ca Cng ty. Tuy c nhiu
c gng trong vic duy tr s n nh v tch cc nghin cu, ci tin thm tnh nng
mi cho cc dng sn phm c trong thi gian qua. Nhng theo nh gi chung ca
cc Ca hng v i l v cht lng sn phm hin ti ca Cng ty th bt trt
Donasa qu cng nn th thi cng hay phn nh v ngi dng bt trt ca Cng ty.
Ngoi ra, cht lng ca cc dng sn phm sn nc vn cha thc s n nh v
mt s mu m vn cn tnh trng b loang v nhanh bay mu. Vn ny nu
khng c gii quyt kp thi th khng ch lm gim s hi lng v s lng n
t hng t cc Ca hng, i l m v lu di c th s lm gim i lng tin ca
ngi tiu dng i vi uy tn v thng hiu DONASA ca Cng ty.
2.2.4.4. nh gi tm quan trng ca cc nhn t nh hng n
mc hi lng ca cc Ca hng, i l i vi cht lng dch v giao hng,
i hng ca Cng ty C phn Sn ng Nai.
Tc gi tin hnh phn tch hi quy tuyn tnh bi cho cc cu hi thuc
phn mt s thng tin chung v cc nhm nhn t th hin mc hi lng hin ti
trn: nhm uy tn v hnh nh [FAC1]; nhm mc quan tm [FAC2]; nhm
nng lc chuyn mn [FAC3]; nhm qu trnh phc v [FAC4] v nhm sn phm
[FAC5] cng vi s h tr ca phn mm SPSS 16.0.
Mc ch ca phng php ny l xc nh mi lin h gia mc hi
lng ca cc Ca hng v i l v cht lng dch v giao hng, i hng ca
Cng ty vi cc nhn t (uy tn v hnh nh, nng lc chuyn mn, s quan tm,
- 57-
qu trnh phc v v sn phm) v cc yu t khc nh: loi hnh kinh doanh [F],
mc t hng [G], thi gian bn hng [H] v mc doanh thu [I].
Trc tin, tc gi to bin hi lng (HL) ri thc hin cc thao tc trn
phn mm SPSS 16.0. Kt qu x l s liu bng phn mm SPSS 16.0 nh sau:
Bng 2.22: Coefficients (a)

Qua (Bng 2.21) ta thy cc yu t: loi hnh kinh doanh [F], mc t
hng [G], thi gian bn hng [H] khng c ngha thng k (Sig > 5%). Do , cc
yu t ny s khng nh hng n s hi lng ca cc Ca hng, i l i vi
cht lng dch v giao hng, i hng ca Cng ty C phn Sn ng Nai.
Tc gi tip tc thc hin thao tc rt trch bng cch loi dn cc nhm
nhn t v c kt qu nh sau:
- 58-
- Bng Coefficients(a) cho php chng ta kim nh cc h s hi quy

trong m hnh. Nhng thnh phn c mc ngha thng k (Sig < 5%) th c gi
li v nhng thnh phn no c mc ngha thng k (Sig > 5%) th s b loi b.
Bng 2.23: Coefficients (a)

- T (Bng 2.22), cho thy mc hi lng ca cc Ca hng v i l
c mi quan h tuyn tnh vi cc nhm nhn t uy tn v hnh nh (FAC1) c h s
beta chun ha l 0,466; nhm nhn t mc quan tm (FAC2) c h s beta
chun ha l 0,273; nhm nhn t nng lc chuyn mn (FAC3) c h s beta
chun ha l 0,262; nhm nhn t qu trnh phc v (FAC4) c h s beta chun
ha l 0,467; nhm nhn t sn phm (FAC5) c h s beta chun ha l 0,292 v
yu t mc doanh thu (I) c h s beta chun ha l -0,259.
Vi h s beta chun ha ca nm nhm nhn t: uy tn v hnh nh
(FAC1); mc quan tm (FAC2); nng lc chuyn mn (FAC3); qu trnh phc
v (FAC4); sn phm (FAC5) > 0 cho thy cc bin c lp ny tc ng thun
chiu vi mc hi lng ca cc Ca hng v i l. T , Cng ty cn phi n
lc khc phc v ci thin nhng nhm nhn t ny nng cao s hi lng ca cc
- 59-
Ca hng, i l i vi cht lng dch v giao hng, i hng ca Cng ty. ng

thi h s beta chun ha trong (Bng 2.22) cng cho thy rng:
- Nhm nhn t qu trnh phc v (FAC4) c mc nh hng cao
nht vi h s beta = 0,467.
- Nhm nhn t uy tn v hnh nh (FAC1) c mc nh hng xp
v tr th hai vi h s beta l 0,466.
V hai nhm nhn t: uy tn v hnh nh (FAC1) v nhm qu trnh
phc v (FAC4) c mc gi tr trung bnh tng ng v gn bng nhau nn tc
gi s gp li thnh mt nhm v t tn l nhm gii php th nht nhm xut
cc gii php cho nhm ny.
- Nhm nhn t sn phm (FAC5) c mc nh hng xp v tr
th ba vi h s beta = 0,292.
- Nhm nhn t mc quan tm (FAC2) c mc nh hng xp
v tr th t vi h s beta = 0,273.
V hai nhm nhn t: mc quan tm (FAC2) v nhm sn phm
(FAC5) c mc gi tr trung bnh tng ng v gn bng nhau nn tc gi cng
s gp li thnh mt nhm v t tn l nhm gii php th hai nhm xut cc
gii php cho nhm ny.
- Nhm nhn t nng lc chuyn mn (FAC3) c mc nh hng
xp v tr th nm vi h s beta = 0,262.
- Nhn t mc doanh thu (I) c h s beta chun ha l -0,259 iu ny
c ngha l nhng Ca hng, i l c doanh s bn cao khng hi lng vi cht
Cc Ca hng v i l c doanh thu cao thng c s lng t hng
nhiu v hng ngy ti Cng ty. Vi vic em li li nhun cao cho Cng ty nn h
c quyn c i hi nhng mong mun v s quan tm u tin hn so vi cc
Ca hng, i l khc. V vy, nu Cng ty khng c nhng chnh sch h tr,
quan tm v theo di thng xuyn th c th lm gim dn mc hi lng v s
- 60-
k vng ca h i vi Cng ty. T , s lm nh hng n li nhun chung ca

ton Cng ty.
Ring vi nhm nhn t nng lc chuyn mn (FAC3) v nhn t
mc doanh thu (I) tc gi cng s gp li thnh mt nhm v t tn l nhm gii
php th ba nhm xut cc gii php cho nhm ny.
2.2.5. Nguyn nhn ca nhng tn ti trn: qua phn tch v nh gi
thc trng nhng vn cn tn ti v hn ch khin cho cc Ca hng, i l
cha thc s hi lng, theo tc gi l do nhng nguyn nhn ch quan v khch
quan nh sau:
2.2.5.1. V nguyn nhn ch quan:
Ngun c s vt cht:
- Do ngun kinh ph cn nhiu hn ch nn Cng ty cha th trang b
y cc trang thit b phc v cho cng vic sn xut, giao, i hng v cc thit
b h tr xp d hng khi tin hnh giao hng ti cc Ca hng, i l.
- Cng ty vn cha u t cc phng tin chuyn ch c th
giao hng ti nhiu a im trong ngy v cc tnh xa.
- Hin ti th b phn bn hng ca Cng ty vn cn thiu mt phn
mm chuyn v theo di tnh hnh bn hng v t hng t cc Ca hng v i l.
Kin thc chuyn mn v nng lc phc v:
- S phi hp gia cc phng ban cn chm v cha ng b.
- Vi trnh v kin thc chuyn mn ca nhn vin cn thp, ch
yu da trn kinh nghim nn khng kh nng lm hi lng cc Ca hng v i
l.
- Thi , tinh thn trch nhim lm vic ca mt s nhn vin cha
cao gy nh hng v kh khn trong cng vic giao, i hng.
- Vic b tr, sp xp nhn vin khu giao hng v xp d hng cha
c hp l dn n chm tr trong khu giao hng.
- 61-
- Cng ty vn cha ch ng trong vic iu chnh c lng hng

sn xut nhm m bo ngun cung cho cc Ca hng v i l vo nhng t
Cng ty thng bo hng tng gi.
Thng hiu v cht lng sn phm:
- Cng ty ch trng kh nhiu vo cng tc xy dng thng hiu
ca mnh ti th trng ng Nai m cha thc s u t, tng cng qung co v
tip th ngi tiu dng bit n sn phm ti nhiu th trng khc.
- Cc chng trnh khuyn mi, h tr cho cng vic kinh doanh bn
hng ti cc Ca hng v i l cn t.
- Mt s dng sn phm ca Cng ty c cht lng cha thc s tt v
n nh, trong Cng ty cn c bit ch n dng sn phm bt trt v sn
nc vn cn bc l nhiu hn ch v mt cht lng.
2.2.5.2. V nguyn nhn khch quan:
- Gp phi nhiu s c ngoi mong mun trn tuyn ng giao hng,
i hng n cc Ca hng, i l.
- Ngi tiu dng c nhu cu i hi ngy cng cao khin cho Cng ty
khng th thay i nhanh chng v p ng kp nhng yu cu t cc Ca hng v
i l.
- Vic thi cng v s dng sn phm trong thc t i khi vn cn khc
so vi cng tc nghin cu, ci tin sn phm ti Cng ty.
- Cc Ca hng v i l cn nhiu so snh, nh gi v cha tht s
hi lng vi cung cch phc v cng nh cc chng trnh khuyn mi, h tr bn
hng ca Cng ty do cc i th cng ngnh trn th trng ang tng cng v
thc hin tt cng tc ny nhm m rng thm knh phn phi.

- 62-
KT LUN CHNG 2
Trong chng 2 ny, sau khi gii thiu khi qut v Cng ty C phn Sn
ng Nai tc gi so snh thc trng mc hi lng hin ti vi s k vng ban
u ca cc Ca hng, i l thng qua phng php phn tch cc nhn t khm
ph (exploratory factor analysis) v phng php nh gi tin cy Cronbach
Alpha vi s h tr ca phn mm SPSS 16.0. Kt qu, tc gi xc nh v ch ra
c 6 nhm nhn t c tm nh hng quan trng n s hi lng ca cc Ca
hng, i l i vi cht lng dch v giao hng, i hng ca Cng ty. l:
+ Nhm nhn t uy tn v hnh nh (FAC1).
+ Nhm nhn t mc quan tm (FAC2).
+ Nhm nhn t nng lc chuyn mn (FAC3)
+ Nhm nhn t qu trnh phc v (FAC4).
+ Nhm nhn t sn phm (FAC5).
+ Yu t mc doanh thu (I).
Cng trong chng 2 ny, qua vic trnh by v gii thch c th thc t
nhng nguyn nhn dn n s hi lng ca cc Ca hng, i l mc thp ti 5
nhm nhn t: uy tn v hnh nh (FAC1), mc quan tm (FAC2), qu trnh
phc v (FAC4), sn phm (FAC5) v yu t mc doanh thu (I) cng vi nhng
mt hn ch, yu km cn tn ti ca Cng ty hin nay. y chnh l c s tc
gi xut cc gii php chng 3 nhm khc phc v nng cao s hi lng ca
cc Ca hng v i l.

- 63-
CHNG 3
MT S GII PHP NNG CAO MC HI LNG CA
CC CA HNG, I L I VI CHT LNG DCH
V GIAO HNG, I HNG CA CNG TY C PHN
SN NG NAI
Qua nhng vn cn hn ch v tn ng 5 nhm nhn t trong chng
2 nh: nhm nhn t uy tn v hnh nh (FAC1); nhm nhn t mc quan tm
(FAC2); nhm nhn t qu trnh phc v (FAC4); nhm nhn t sn phm (FAC5)
v yu t mc doanh thu (I) phn nh thc t mc hi lng ca cc Ca hng,
i l i vi cht lng dch v giao hng, i hng ca Cng ty hin nay l rt
thp. Do , thng qua chng 3 ny ci thin v nng cao s hi lng ca cc
Ca hng v i l tc gi xin xut mt s gii php c thc hin theo th t
phn chia v t tn cho cc nhm nhn t chng 2 l: nhm gii php th
nht, nhm gii php th hai v nhm gii php th ba. C th, nh sau:
3.1. nh hng v mc tiu ca Cng ty C phn Sn ng Nai trong thi
gian sp ti:
Hin ti, vi cc khch hng l cc tp on, nh my, x nghip cng
nghip thng n nh v trung thnh nhng vi cc Ca hng v i l th s n
nh ch mc tng i. Do , nh hng ca Cng ty trong 5 nm ti (n
2015) l gn kt bn vng v sit cht hn na mi quan h gia Cng ty vi cc
Ca hng, i l. Vi mc tiu l tng cng lm tha mn, hi lng cho cc i
tng ny thng qua vic ci thin v nng cao cht lng dch v giao hng, i
hng hin ti ca Cng ty.
3.2. Nhm gii php th nht:
3.2.1. Cc gii php dnh cho nhm uy tn v hnh nh [FAC1]:
3.2.1.1. Tng cng u t cho mu m, bao b v cc bng mu
hin ti ca Cng ty:
- 64-
- Mu m, bao b trn cc mt hng sn ca Cng ty yu cu khng ch

p v hp dn v mu sc, hnh nh m cc thng tin ghi ch, hng dn s dng
trn sn phm phi c r rng, chnh xc v d c.
+ Hin ti cc tem mc bng giy ghi thng tin sn phm ang gy ra
nhng tr ngi cho vic bn hng v trng by ti cc Ca hng, i l. V vy, m
trong thi gian sp ti Cng ty cn u t mua ngay mt my in phun trc tip cc
thng tin lin quan trn cc thng sn.
+ Theo tc gi tm hiu th hin nay trn th trng c cc loi my in
phun nh: my in phun hiu DOMINO ca Anh do Cng ty TNHH M t lm i
l phn phi, my in phun hiu HITACHI ca Nht do Cng ty TNHH Ha M lm
i l phn phi, my in phun hiu VIDEOJET ca M do Cng ty TNHH Thng
mi Hunh Long lm i l phn phi, my in phun hiu IMAJE ca Php do Cng
ty Thin Vit K Thut lm i l phn phi, my in phun hiu LINX ca Anh do
Cng ty TNHH Thng mi v K thut VMS lm i l phn phi Hu ht cc
loi my ny u c sn xut theo cng ngh hin i v c nhp t nc
ngoi nn s gip Cng ty tit kim c tin mc in, t sai st m li in c nhiu
dng thng tin, mc in mau kh v d dng thay i thng tin vi cc phn mm
c ci sn.
- i vi cc bng mu (Catalogue) hin ti ca Cng ty:
+ Trc mt Cng ty nn cho nhn vin giao hng hng dn cc Ca
hng, i l bit c s khc bit so vi thc t khi tin hnh thi cng ca mt s
mu c trong catalogue thng qua bn gii thch, gp v b sung ca cc nhn
vin phng k thut ti Cng ty. Nhm gip cc Ca hng, i l gii thch r rng
cho ngi tiu dng c bit.
+ i cho n khi ht s lng bng mu t trong t ny th Cng
ty s phi lin h li vi i tc cung cp cc bng mu tin hnh chnh sa cc
thng tin lin quan nh: th hin bn gc tri hay gc phi ca bng mu s ln
thay i v nm hin ti (v d: bng mu ny c thay i ln th 10/ nm
2011), nn nh du * hay cc biu tng khc cho nhng mu c s khc bit
- 65-
nhiu so vi thc t thi cng v phi c ghi ch r rng cho cc biu tng hay du
* .
3.2.1.2. Xy dng cc chng trnh khuyn mi:
- cc Ca hng v i l tr thnh i tc trung thnh v lu di vi
Cng ty th vic gn kt bn vng mi quan h vi h thng qua xy dng c th
cc chnh sch khuyn mi s tr thnh mt chin lc ch lc, th hin tm nhn
di hn ca Cng ty. Do , tc gi xin xut cc gii php nhm xy dng cho
Cng ty cc chng trnh khuyn mi, c th nh sau:

Lp k hoch tng qu cho cc Ca hng, i l:
- C s l lun: [6]
+ Xc lp cc mc tiu khuyn mi: nhng mc tiu ring bit ca
khuyn mi s thay i ty theo loi th trng mc tiu m Cng ty la
chn. Ring i vi lc lng bn hng, mc tiu l khuyn khch h ng h
nhng sn phm hay mt hng mi, c gng tm kim khch hng nhiu hn
v kch thch bn hng trong ma vng khch.
+ La chn cng c khuyn mi: c nhiu cng c c th s dng
nhm t c nhng mc tiu khuyn mi nh: qu tng, phiu thng,
phiu i hng, gim gi, dng th min ph, t chc hi ngh khch hng,
trin lm thng mi
+ Xy dng chng trnh khuyn mi: phi xc nh c i tng,
iu kin, thi gian v tng chi ph cho chng trnh khuyn mi.
+ T chc thc hin, kim tra v nh gi kt qu khuyn mi.
- Mc tiu ca gii php: nhm to cho cc Ca hng, i l mt n
tng kh qun, th hin s quan tm ca Cng ty hay nh du mt s kin trng
th, mt k nim c bit trong nm... T , gip Cng ty nng cao c s hi
lng v to dng c mi quan h tt p, bn cht hn i vi cc Ca hng, i
l.
- 66-
- Lp k hoch d kin thc hin: Cng ty s giao cho nhn vin tip
th lp danh sch cc Ca hng, i l bng file Excel. C mi nhn vin thuc b
phn bn hng v tip th theo di thng xuyn, nh k cp nht thng tin lin
quan n Ca hng, i l v xut cc hnh thc tng qu. Trong bng danh sch
ny, theo tc gi nn c cc ni dung sau:
+ S th t.
+ Thng tin lin quan n Ca hng v i l nh: tn, a ch, Email,
fax v s in thoi ca cc Ca hng v i l.
+ Cc s kin quan trng lin quan n ch Ca hng v i l: ngi
nhn vin s c nhim v lit k v theo di thng xuyn cc ngy tt,
l ln v quan trng trong nm. Hay k nim ngy khai trng/ thnh lp
ca Ca hng v i l, ngy sinh nht, ngy lp gia nh ca ch Ca
hng v i l
+ xut cc hnh thc tng qu: c th tng hoa, tng bng hin vt,
tng lch hay gi th chc mng...
+ S tin: ghi c th s tin mn qu s tng.
+ thc hin c: nh du X hoc du vo cc cho thy
hon thnh vic tng qu sau mi s kin quan trng v c bit ca Ca
hng hoc i l.
+ Nhn vin theo di: ngi theo di phi ghi r tn v chc v.
Bng 3.1: Bng k hoch theo di tng qu cho cc Ca hng v i l do tc
gi xut.
Thng tin
Ca hng v i l

Nhn vin
theo di STT
Tn
a
ch
Email,
T
Cc s kin
quan trng
v c bit
xut
hnh thc
tng qu
S
tin

thc
hin
c
Tn CV
1

- 67-
2

3

- Chi ph d kin thc hin gii php: b phn Kinh doanh nn phi
hp vi phng K ton d tnh ngn sch thc hin cho mi nm v khon trc tip
cho nhn vin tip th trin khai thc hin c th. Theo tc gi c tnh th chi ph
thc hin gii php ny trong mt nm l:
+ S ngy l ln trong nm ph hp tng qu (tham kho ph lc 5)
bao gm c ngy khai trng/ thnh lp Ca hng, i l v cc ngy k nim
c bit khc dnh ring cho ch ca Ca hng, i l trung bnh l 10 ngy.
+ Chi ph trung bnh cho vic tng qu l 250.000/1 qu tng.
+ Chi ph qu tng dnh cho mt Ca hng hoc i l l:
S tin phi chi = 250.000 * 10 = 2.500.000.
+ Tng s Ca hng v i l ca Cng ty hin ti l 108. Nn chi ph
dnh cho 108 Ca hng, i l l:
S tin phi chi = 2.500.000 * 108 = 270.000.000
+ Chi ph lm thip chc mng v cm n (c in biu tng logo, thng
tin ca Cng ty v cc trang tr khc) l 17.280.000 (trong : c gi
16.000/1 b).
+ Chi ph th lao cho nhn vin l 43.200.000 (trong : tr lng cho
nhn vin theo di v thc hin l 40.000/ ln tng).
Vy tng chi ph cho vic tng qu ca Cng ty trong mt nm d
tnh s l:
Tng s tin phi chi = 270.000.000 + 17.280.000 + 43.200.000
- 68-
= 330.480.000.
- nh gi hiu qu thc hin k hoch: Ph phng Kinh doanh c
nhim v theo di, n c v kim tra thng xuyn cng vic thc hin ca mi
nhn vin v phi c bo co c th trnh ln Trng phng Kinh doanh v ban
Gim c nhng vic lm c v cha lm c ti cc Ca hng, i l.
H tr cc Ca hng, i l sp xp v trng by sn phm:
- Vi vic gip cc Ca hng, i l sp xp v trng by li cc mt
hng sn trc a im kinh doanh s gip Cng ty khng ch to c n tng
tt v th hin s quan tm ca mnh i vi h m cn c th tc ng n s nhn
bit ca ngi tiu dng khi i ngang qua cc Ca hng, i l. Qua kho st thc
t tc gi nhn thy, c mt s Ca hng v i l c s lng hng nhiu nhng
cha c b tr, sp xp cho hp l v p mt. ng thi cng c mt s Ca
hng cn thiu sn phm mu trng by, theo tc gi trc mt Cng ty cn gii
quyt ngay cho hai i tng ny. C th l:
+ i vi cc Ca hng, i l c s lng hng nhiu nhng cha
c b tr, sp xp cho p v bt mt th Cng ty nn c nhn vin tip th phi
hp cng nhn vin giao hng tin hnh sp xp v b tr li cc thng sn sao cho
p hn v hp l hn ti cc Ca hng, i l . Do thi gian lm vic ca Cng
ty v cc Ca hng, i l thng bn rn vo bui sng t 8h00 10h30 nn theo
tc gi thi im thch hp nht lm vic ny l vo bui chiu v nhng ngy
b phn bn hng t nhn c n t hng, nh vy s va thun tin cho Cng ty
trong vic iu phi nhn vin m ch ca cc Ca hng v i l c thi gian rnh
hng dn sp xp, b tr theo yu cu ca h.
+ i vi cc Ca hng cn thiu cc thng sn mu trng by, gii
thiu th Cng ty nn cho h mn cc thng sn khng trng by trc Ca
hng ca mnh v theo tc gi Cng ty c th ch ng phi vi kho nguyn liu
thc hin vic ny. Mt khc, ti Cng ty cn nhiu thng khng s dng trng
by cn mi trong khi cc Ca hng, i l gi in t hng l ch yu nn vic
trng by ti Cng ty l khng cn thit cho lm.
- 69-
H tr in danh thip v ha n bn l cho cc Ca hng, i l:

- Lm cch no ngi tiu dng nhn din c thng hiu ca
Cng ty thng qua: logo, khu hiu, mu sc hay hnh tng c ngha v cng
quan trng, v n quyt nh ngi tiu dng c tip tc s dng hay bn hng cho
Cng ty na hay khng. Theo tc gi hin nay, Cng ty nn tin hnh h tr in danh
thip v ha n bn l c biu tng logo v mt s thng tin gii thiu v Cng
ty nh: tn Cng ty, a ch, s in thoi, lnh vc hot ng cho cc Ca hng,
i l v:
+ Th nht, y l hai vt dng m ngi tiu dng hay ct gi lin
h, kim tra i chiu v tn sut ngi tiu dng thy li hai vt dng ny l nhiu
ln nn vic kt hp in logo v thng tin gii thiu v Cng ty trn danh thip v
ha n bn l l mt cch thc qung b thng hiu cho Cng ty rt hiu qu.
+ Th hai, vic in danh thip gip cc Ca hng v i l c iu kin
giao tip vi ngi tiu dng mt cch lch s v chuyn nghip nhm gii thiu v
chuyn ti thng tin n ngi tiu dng mt cch nhanh nht. T , to thun li
cho ngi tiu dng c th lin h n cc Ca hng, i l hay trc tip vi Cng
ty nu nh h mun.
+ Th ba l Ngh nh s 51/2010/N - CP quy nh v ha n bn
hng ha v cung ng dch v ca Chnh ph cho php cc doanh nghip t in
ha n bn hng nn cng to iu kin thun li cho Cng ty c th ch ng h
tr in ha n bn l cho cc Ca hng v i l.
3.2.1.3. Tng cng qung co trn truyn hnh v tham gia cc
hi ch a hng Vit v nng thn:
- Hin nay, qung co ang l mt trong nhng hnh thc c la
chn ch yu trong cnh tranh gia cc doanh nghip nhm so snh s khc bit ca
sn phm ny vi sn phm khc v n s cung cp n ngi mua mt s thng tin
v mt sn phm nht nh vi mc ch thuyt phc h rng thng hiu ny c uy
tn v tt hn so vi thng hiu khc. Nhng thc t hot ng kinh doanh bn
hng ca Cng ty cho thy, ngi tiu dng ti cc th trng nh: Bnh Dng,
- 70-
Bnh Phc, v cc tnh min Ty cha bit thng tin g nhiu v thng hiu ca
Cng ty. V vy, trong thi gian ti tc gi xut Cng ty nn tp trung qung co
thng hiu ca mnh qua phng tin truyn hnh v tham gia cc hi ch a
hng Vit v nng thn:
Tng cng qung co trn cc i truyn hnh:
- Truyn hnh l phng tin qung co c s dng rng ri v n
khai thc trit cc li th v m thanh, hnh nh, ngn ng, mu sc. Do vy vic
qung co trn truyn hnh rt c coi trng v c s dng thng xuyn.
+ u im: kt hp cng lc hnh nh, m thanh v ng tc. D to
cm gic v gy c s ch cng nh tc ng mnh n khch hng.
+ Nhc im: Chi ph qung co cao, thi gian thng tin ngn, kh
nng chn lc khn gi khng cao. [6]
- Ti th trng ng nai, qung co trn truyn hnh c Cng ty
trin khai thc hin qua mt s chng trnh trn i pht thanh truyn hnh ng
Nai v t nhiu cng c tc ng n ngi tiu dng nh: ti tr cho chng
trnh bnh lun trc tip World Cup 2010, tham gia chng trnh Vn Tm Lng
Vng m hin nay Cng ty vn cn tham gia

Hnh 3.1: ng V c an. Ch tch HQT - Gim c Cng Ty C Phn
Sn ng Nai tng qu v giao nh tnh ngha trong chng trnh "Vn Tm
Lng Vng" do i pht thanh truyn hnh ng Nai thc hin.
[Ngun: Tc gi su tm]
- 71-
- Theo tc gi tham kho bng bo gi qung co trn tt c cc i

truyn hnh th chi ph thc hin qung co bng cc mu tin vi thi gian ngn (5
giy, 10 giy, 15 giy, 20 giy hay 30 giy) vo nhng gi cao im l rt cao trong
khi s lng ngi tiu dng quan tm xem cc mu qung co ny l rt t. V vy,
trong thi gian ti theo tc gi:
+ Cng ty c th tham gia ng k qung co trn truyn hnh cc
chng trnh: gi c v th trng, chuyn mc t gii thiu sn phm ti cc tnh
khc v cc chuyn mc ny thng c s lng ngi tiu dng quan tm xem l
kh ng m chi ph li thp hn nhiu.
+ Mt khc, Cng ty nn tip tc tham gia ti tr cc chng trnh ng
h lm t thin tng t nh chng trnh Vn Tm Lng Vng m Cng ty
thc hin trn i truyn hnh ng Nai. Nh vy, Cng ty khng nhng to dng
c uy tn v gii thiu thng hiu ca mnh n vi ngi tiu dng m cn
chung tay chia s cho nhng hon cnh kh khn trong x hi, thc hin theo ng
ch trng ca ng xy dng doanh nghip phi va c tm va c ti.
Tham gia cc hi ch a hng Vit v nng thn:
- Chin dch Ngi Vit Nam u tin dng hng Vit Nam do B
Chnh tr pht ng t nm 2009 gp phn h tr cc doanh nghip tip cn gn
hn n vi ngi tiu dng th trng nng thn. Qua gn hai nm hot ng ti
nhiu tnh t chc c nhiu phin ch, cc chuyn bn hng lu ng nhm
a hng Vit n tn tay ngi tiu dng vng nng thn, vng su, vng xa hay
cc khu Cng nghip. Vi nhng hot ng tch cc nh vy, cc doanh nghip
tc ng khng nh n nhn thc ca ngi tiu i vi uy tn v cht lng cc
mt hng c sn xut trong nc.
- Theo bo co thng k mi y ca D n th trng nng
thn, thuc Trung tm Nghin cu kinh doanh v h tr doanh nghip
(BSA). n v trng thu gi thu xc tin thng mi th trng trong nc nm
2009 ca B Cng Thng: tnh t thng 3/2009 n ht thng 12/2010, Trung tm
BSA t chc c 54 phin ch Hng Vit v nng thn. Theo , chng
- 72-
trnh i qua 53 huyn ca 21 tnh thnh trn c nc, tri di t Lng Sn n C

Mau. Thu ht hn 150 doanh nghip tham gia mt cch thng xuyn v hn
807.000 lt ngi n tham quan v mua sm to ra 42,3 t ng doanh thu cho
hot ng bn hng trc tip ti phin ch. [18]
- i vi Cng ty, trong thi gian ti cn lp k hoch c th v tnh
ton cc chi ph lin quan nhm tch cc tham gia hot ng a hng Vit v
nng thn v nhng l do sau:
+ Th nht, theo V Th trng trong nc (B Cng Thng) cho bit
chng trnh a hng Vit v nng thn s tip tc c trin khai trong nm
2011 v nhng nm sau . [18]
+ Th hai, gip Cng ty gim bt c chi ph bn hng nh chnh
sch h tr 70% chi ph vn chuyn, quy hng v nhn cng phc v khi Cng ty
tham gia chng trnh ny theo theo ni dung ca Quy ch xy dng v qun l
thc hin chng trnh xc tin thng mi quc gia. [18]
+ Th ba, hin nay ngi tiu dng ti cc th trng Bnh Dng,
Bnh Phc v cc tnh min Ty cha bit g nhiu v thng hiu Cng ty. Do ,
thng qua cc hot ng ny, vi mc tiu khng ch thc hin tt cng tc bn
hng m cn l nn tng gip Cng ty bc u xy dng c hnh nh ca mnh
ti cc th trng cn nhiu mi m ny.
3.2.2. Cc gii php dnh cho nhm qu trnh phc v [FAC4]:
- Qu trnh giao hng v xp d hng lun i hi Cng ty phi thc
hin nhanh chng v kp thi nhng theo nh gi chung ca cc Ca hng, i l
th hin ti, hng ca Cng ty giao cn chm, cng vic xp d cn mt nhiu thi
gian. V vy, x l vn ny tc gi xin xut hai gii php sau:
3.2.2.1. B tr, sp xp li phng tin chuyn ch v nhn vin
giao hng:
- C s l lun: [6]
- 73-
+ Doanh nghip mun hot ng kinh doanh hiu qu, nht thit phi
thc hin cng tc vn chuyn tht tt p ng c nhu cu bt c lc no ca
khch hng.
+ Doanh nghip thc hin cng tc vn chuyn nhanh c th tit kim
c thi gian v hn ch c lng hng tn kho.
+ Mc tiu ca cng tc vn chuyn cn t c l s nhanh chng,
an ton v hiu qu.
- K hoch d kin thc hin: b phn bn hng nn kt hp vi
phng T chc Hnh chnh tin hnh t chc, sp xp li i xe chuyn ch v
nhn vin giao hng trong ngy sao cho hp l. C th, nh sau:
+ Mi mt xe ti s c phn cng ph trch giao hng ti mt tnh v
khu vc c th m khng giao hng ti bt k tnh no nh hin nay v phn cng
nh vy s gip ti x thng thuc ng i v giao hng nhiu Ca hng, i l
trn cng mt tuyn ng.
+ Thng th mt xe ti s c 1 ti x v 1 nhn vin giao hng thc
hin vic xung hng ti cc Ca hng v i l nhng i vi trng hp phi
giao hng vi s lng nhiu th s c phng T chc Hnh chnh b tr thm 1
nhn vin bc xp. Ti Cng ty, sau khi i xe i giao hng ti cc tnh th cng
vic ca cc nhn vin bc xp thng t v rnh ri hn nn vic b tr cc nhn
vin ny theo tc gi l hp l.
+ Mt yu cu i vi ti x v nhn vin giao hng trn mi xe ti,
l: mt trong hai ngi c th tng sinh sng tnh hoc nu khng th phi
t nghin cu nm r ng i.
+ Vi thi gian xut pht xen k nhau Cng ty c th ch ng thc
hin nhiu n t hng trong ngy v hn ch cc n hng phi di sang ngy
mai.
- Kt qu d kin t c:
+ Gip cho Cng ty gii quyt c cc n t hng ca ngy hm
trc v trnh tn ng nhiu n hng.
- 74-
+ Giao hng c kp thi gian v nhiu a im cng lc trong ngy.

+ Gim bt s vt v cho ti x v nhn vin giao hng khi c s h tr
ca nhn vin bc xp. Qu trnh xp d hng c nhanh hn v trnh lm nh
hng n cng vic kinh doanh bn hng ti cc Ca hng, i l.
Bng 3.2: Bng sp xp phng tin v nhn vin giao hng ca Cng ty do tc
gi xut.
Tn phng
tin
S lng nhn vin
Thi
gian xut
pht
Tnh ph trch
vn chuyn
Yu cu ti
x v NV
giao hng
1 ti x
Xe ti 550
Kg
(60L 4755)
1 ti x + 1 NV giao
hng (s lng hng
nhiu)
Sng
8h00
Chiu
13h00
ng Nai v
cc tnh ln cn
(nu s lng
hng t)
L ngi
ca tnh
hoc phi
nm r a
bn
Xe 16 ch
(60K 0487)
1 ti x + 1 NV giao
hng
Sng
8h00
Chiu
13h00
Vng Tu v
cc tnh ln cn
(nu s lng
hng t)
L ngi
ca tnh
hoc phi
nm r a
bn
1 ti x + 1 NV giao
hng
Xe ti 3,2 tn
(60L 4692)
1 ti x + 1 NV giao
hng + 1 NV bc xp
(s lng hng nhiu)
Sng
9h00
Chiu
13h00
Bnh Dng,
Bnh Phc v
TP. H Ch
Minh
Phi nghin
cu nm r
a bn
1 ti x + 1 NV giao
hng
Xe ti 3,2 tn
(60K 0403)
1 ti x + 1 NV giao
hng + 1 NV bc xp
(s lng hng nhiu)
Sng
8h00

Cc tnh min
Ty v ng
Nai
Phi nghin
cu nm r
nhiu a
bn
1 ti x + 1 NV giao
hng
Xe ti 3,2 tn
(60L 2186)
1 ti x + 1 NV giao
hng + 1 NV bc xp
(s lng hng nhiu)
Sng
10h00

Cc tnh min
Ty v cc tnh
khc (nu trn
cng mt tuyn
ng)
Phi nghin
cu nm r
nhiu a
bn

- 75-
3.2.2.2. Thng bo kp thi n cc Ca hng, i l trong trng

hp giao hng chm tr do s c ngoi mun:
- Thng th nhn vin ngh rng cc Ca hng, i l khng hi thc
mnh giao hng nn coi l bnh thng v nu c giao hng tr th ch cn xin li l
xong. Trong ngnh cung cp dch v nhng suy ngh nh vy l hon ton sai lm,
nhiu khi thng qua thi phc v ca nhn vin m cc Ca hng v i l
mun xem th mc quan tm ca Cng ty i vi h nh th no. Do vy, Cng
ty cn thng xuyn nhc nh v gii thch cho nhn vin bn hng v giao hng
nhn thc c vn cng hn ch c nhng trng hp giao hng chm tr
bao nhiu th s cng lm tng s hi lng ca cc Ca hng v i l by nhiu.
- Ring i vi nhng trng hp bt kh khng v ngoi mun khi
xe ang chy trn ng nh: b lng lp, hng my hay phi dng li cho cnh st
giao thng kim tra Th nhn vin giao hng cn bo ngay cho b phn bn hng
c bit nhm thng bo kp thi n cc Ca hng, i l trnh h khi phi
ch i lu v bc mnh. Sau cn nhanh chng khc phc s c v tip tc thc
hin cng vic giao hng cng nhanh cng tt.
3.3. Nhm gii php th hai:
3.3.1. Cc gii php dnh cho nhm mc quan tm [FAC2]:
3.3.1.1. Tng cng o to v nng cao trnh chuyn mn cho
cc nhn vin:
- C s l lun [8]: o to v pht trin ngun nhn lc l hot ng
nhm trang b kin thc, k nng mi, thay i cc quan im, hnh vi v nng cao
kh nng thc hin cng vic ca ngi lao ng.
Tu theo kh nng ti chnh v tnh hnh hot ng thc t ca doanh
nghip, c th s dng phung php o to ti doanh nghip (ni lm vic) v o
to ngoi doanh nghip (ngoi ni lm vic).
+ K hoch d kin thc hin: thng xuyn t chc cc lp o to
ti ch v hun luyn cc k nng cho nhn vin giao hng nh: k nng giao tip
- 76-
vi khch hng, thi phc v v cch thc phc v. Yu cu i vi mi nhn

vin cn phi:
T rn luyn nng cao k nng cho bn thn thng qua hc hi
cc ng nghip v qu trnh tip xc thc t vi cc Ca hng, i l.
Xy dng cho mnh tc phong n mc ng quy cch v h l
nhng ngi th hin b mt ca Cng ty. Thc t cho thy vn cn mt s nhn
vin n mc cha ng quy cch nh: cha mc ng phc ca Cng ty, mt s
nhn vin cn mang dp Do , cp qun l cn phi thng xuyn nhc nh,
kim tra v gii thch cho h hiu c ngha ca vic n mc ng quy cch s
to n tng tt n ngi tiu dng v hnh nh ca Cng ty.
+ i vi cc nhn vin bn hng v nhn vin tip th Cng ty phi
cn a cc nhn vin ny vo din quy hoch o to c th, nh:
C i tp hun cc lp ngn ngy hoc i th hc ph cho h
tham gia vo cc lp Cao hc hay lp nghip v chuyn su nh: k nng chm sc
khch hng, k nng thuyt phc v lm hi lng khch hng,
T chc nh k hng tun hay hng thng ti Cng ty cc bui
giao lu, trao i v thc hnh cc kin thc c hc bng cch: t chc cc
cuc thi cho cc b phn thuc phng Kinh doanh v kin thc chm sc khch
hng, xy dng cc thang im thi ua gia cc nhn vin qua qu trnh theo di v
phc v khch hng...Thng qua kt qu ca cc cuc thi ua ny Cng ty nn c
cc phn thng xng ng nhm khuyn khch, ng vin kp thi tinh thn lm
vic ca cc nhn vin.
+ Chi ph d kin thc hin: 40.000.000 ng (cho 2 nhn vin/ kho
hc) + 40.000.000 ng/ nm (khen thng v ng vin) = 80.000.000 ng.
+ Kt qu d kin t c: gip cc nhn vin ca Cng ty lm vic
chuyn nghip hn, bi bn hn nhm mang li s hi lng cao cho cc Ca hng
v i l. ng thi, gip cho h c th thch ng nhanh vi nhng i hi ca mi
trng kinh doanh mi.
- 77-
3.3.1.2. Gip nhn vin lun quan tm v theo di thng xuyn

cc thng tin phn hi t cc Ca hng, i l:
- Lun quan tm, tm hiu nhu cu mong mun ca cc Ca hng, i
l l c s Cng ty p ng tt v nng cao s hi lng ca h. Cng ty hy gip
cc nhn vin lun ngh v cc Ca hng v i l bng cch:
+ Cho t li bng lch cng tc ca phng Kinh doanh (Hnh 2.4)
phng lm vic chung ca nhn vin bn hng, nhn vin tip th v nhn vin giao
hng cc nhn vin c th d dng nhn thy c. Cn lp thm bng ghi nhn
nhng kt qu m mi nhn vin thc hin c hoc cha thc hin c nhm
khuyn khch nhn vin c thi xem trng khch hng v coi cng vic mnh
ang lm c th nh hng n doanh s bn hng chung ca Cng ty.
+ nhc nh nhn vin hiu c tm quan trng v gi tr ca s
phn hi t cc Ca hng, i l c th quyt nh n s hi lng ca h i vi
Cng ty hay khng. Theo tc gi, Cng ty nn cho treo cc cu khu hiu nhc nh
nh (Hnh 3.2) ti phng lm vic ca cc nhn vin bn hng, nhn vin tip th v
nhn vin giao hng l nhng ngi phi thng xuyn tip xc vi cc Ca hng
v i l hn l cho treo phng Xut nhp khu v qun l nguyn vt liu liu
nh hin nay.

Hnh 3.2 Khu hiu nhc nh nhn vin v s khiu ni ca khch hng ti
Cng ty. [Ngun: Tc gi su tm]
- 78-
- p dng CRM (Customer Relationship Management) vo vic theo

di v qun l cc thng tin phn hi t pha cc Ca hng, i l.
+ C s l lun: CRM cho php Cng ty c th truy xut cc d liu
khch hng thng qua thng qua cc cuc giao dch gia nhn vin Cng ty v
khch hng. Khi thc hin lu tr thng tin khch hng theo dng h s, ngi
nhn vin c th chuyn ti ni dung cuc tip xc vo trong h s thng tin khch
hng, khi y bt c nhn vin no trong Cng ty cng c th trao i vi khch nh
th bit v khch hng t trc. [17]
+ Cng ty c nhn vin lp h s cc thng tin phn hi t cc Ca
hng v i l trn Word hoc Excel trong bao gm: thng tin ca tng Ca
hng, i l (tn, a ch lin lc, s in thoi,), lp danh sch cc thng tin
phn hi theo tun hay thng, phn nhm cc Ca hng, i l cn c theo di v
x l theo c im hay tnh cht ca cc thng tin c phn hi (tn sut lp li,
cc phn nh lin quan n sn phm, qu trnh phc v, ha n chng t).
+ T chc thc hin vic theo di v cp nht cc thng tin phn hi
theo nh k (tun hay thng) t cc Ca hng, i l bng cch: cho nhn vin bn
hng v nhn vin tip th gi in hi thm hi tnh hnh bn hng v tm hiu nhu
cu mong mun ca cc Ca hng, i l vo thi gian rnh ri (nh vo cc bui
chiu hay nhng ngy c hai bn t bn rn cng vic). ng thi, giao nhim v
cho nhn vin giao hng phi ghi nhn li nhng thng tin phn nh, thc mc t
cc Ca hng v i l sau mi chuyn giao hng.
+ Kt qu d kin t c: gip Cng ty c k hoch c th gii
quyt cc thng tin phn hi mt cch nhanh chng t cc Ca hng v i l v
nm c t trc cc thng tin ca h. Mt khc, c th p ng c nhu cu c
th ca tng Ca hng v i l.
3.3.2. Cc gii php dnh cho nhm sn phm [FAC5]:
3.3.2.1. Tng cng cng tc qun l cht lng sn phm bng
cch thnh lp nhm cht lng ti Cng ty:
- 79-
- Hin nay, theo nh gi chung ca cc Ca hng, i l v cht lng

cc mt hng sn ca Cng ty l tng i n nh. Tuy nhin, vn cn tnh trng
mt s mu ca dng sn phm sn nc vn cn tnh trng b loang v nhanh bay
mu, ring i vi mt hng bt trt Donasa ang c xu hng gim dn v mt
doanh s tiu th (mc d khng ng k) trong ba nm tr li y. Nguyn nhn l
do, theo phn nh ca th thi cng th bt trt cn qu cng nn gy ra kh khn
khng nh trong vic s dng sn phm.

Biu 3.1: Doanh thu mt hng bt trt ca Cng ty.
[Ngun: Tc gi tng hp v x l bng phn mm Excel]
Theo tc gi, cn thnh lp mt nhm cht lng ti Cng ty nhm
duy tr s n nh v nng cao cht lng cho cc mt hng sn trong thi gian ti:
- C s l lun: [5]
+ Nhm cht lng l mt h thng qun l mang tnh tp th. l
mt nhm nh nhng ngi lm cc cng vic c lin quan c tp hp li mang
tnh t nguyn, thng xuyn gp g tho lun gii quyt mt ch , mt cng
vic ca t chc.
- 80-
+ Yu cu ca nhm cht lng: cn c nhiu thnh vin c chn la

t nhiu b phn chc nng. Cc thnh vin a dng v kin thc, k nng v kinh
nghim.
+ Mc tiu ca nhm cht lng:
To mi trng lm vic thn thin: thng qua ci tin hnh vi
giao tip, xy dng tinh thn ng i v m rng hp tc, lin kt.
Huy ng ngun nhn lc: thu ht mi ngi vo cng vic,
pht trin thc v cht lng v ci tin, to c hi pht huy ti
nng.
Nng cao trnh lm vic: thng qua o to cc phng
php gii quyt (hun luyn t 8 10 gi) v tho lun nhm.
Nng cao hiu qu hot ng ca doanh nghip: ci tin cht
lng sn phm v dch v, gim lng ph v nng cao nng sut lao ng.
- K hoch d kin thc hin:
+ Hin ti, Cng ty c tng cng l 12 phng ban nn mi phng ban s
c ra 1 nhn vin tham gia vo nhm cht lng trn tinh thn t nguyn. Yu cu
cho cc nhn vin ny l phi c kin thc v k nng tt cng vi kinh nghim qua
thi gian lm vic ti Cng ty (c th chn v tr Trng hoc Ph cc phng ban
cng c).
+ Cc thnh vin trong nhm cht lng ny s tham gia vo cc hot
ng qun l cht lng ca Cng ty sau khi c t chc o to v hun luyn
do Cng ty thc hin.
+ Qu trnh hot ng ca nhm cht lng bao gm:
a ra cc cch thc v phng n gii quyt d kin khc
phc cho dng sn phm sn nc v bt trt.
Lp k hoch / d n c th thc hin.
Bo co v xut kin cho ban Gim c.
Trin khai thc hin (nu c ban Gim c chp thun).
- 81-
+ Ban Gim c s nh gi hiu qu t c ca nhm cht lng

ny qua cc tiu ch sau:
ci thin c cht lng sn phm sn nc v bt trt.
S tham gia y ca cc thnh vin trong nhm v tinh thn
trch nhim lm vic ca cc thnh vin.
Mi quan h gia cc thnh vin lun c tt
gim bt c chi ph v nguyn vt liu cho Cng ty.
m bo an ton v tng nng sut lao ng.
Bo qun tt v s dng c hiu qu cc my mc, thit b.
C nhng bc tin mi v cht lng.
Mc hi lng ca cc Ca hng v i l.
- Chi ph d kin thc hin:
+ Chi ph t chc o to v hun luyn cho cc thnh vin hng nm:
s do Cng ty t t chc thc hin.
+ Chi ph khen thng v ng vin cho nhm cht lng ny trung
bnh mi nm l: 60.000.000 ng.
- Kt qu d kin t c:
+ To iu kin nng cao trnh cho nhn vin v to mi trng
lm vic thn thin, nng ng.
+ Gip Cng ty khng nhng ci thin v nng cao c cht lng
cc mt hng sn hin ti m cn duy tr c s n nh v mt cht lng trong
mt thi gian di. Bn cnh , cn gim bt c mt phn chi ph cho Cng ty.
+ p ng c s k vng v nng cao s hi lng ca cc Ca hng,
i l.
3.3.2.2. Lp k hoch c th cung cp cc n t hng cho tng
Ca hng v i l vo nhng t Cng ty tng gi bn sn phm:
Tnh trng Cng ty khng m bo lng hng cung cp cho
cc Ca hng v i l vo nhng thi im chun b tng gi bn cc mt hng
sn ang l mt thch thc i hi Cng ty cn c hng gii quyt c th trong
- 82-
thi gian ti. Do , ngoi vic ch ng to ngun cung ln trong qu trnh sn

xut theo tc gi Cng ty cn thc hin cc bc sau:
- V thi gian thng bo: thay v Cng ty s thng bo cho cc Ca
hng, i l bit v vic tng gi trc 10 ngy th Cng ty nn tng ln 15 ngy
cc Ca hng, i l cn nhc trong vic t hng. V d: ngy 01/04/2011 s bt
u p dng gi bn mi th Cng ty s phi thng bo cho cc Ca hng, i l
c bit trc ngy 17/03/2011 v thi gian 15 ngy sau t 17/03/2011 n
31/03/2011 s l khong thi gian Cng ty tip nhn n t hng v tp trung giao
hng. Nh vy, Cng ty s c thi gian di iu chnh n t hng cc Ca hng,
i l sao cho hp l trnh trng hp ni tha hng, ni thiu hng.
- K hoch d kin thc hin: b phn bn hng kt hp b phn tip
th lp bng k hoch cung cp n t hng cho cc Ca hng, i l. Sau , tin
hnh thng bo r rng cho tng Ca hng v i l c bit. Ni dung bng k
hoch d kin (Bng 3.3) c th, nh sau:
+ Lp danh sch cc Ca hng, i l theo tng tnh v quy nh c th
thi gian p dng cho mi tnh.
+ Tn cc Ca hng v i l c phn theo mi tnh.
+ nh gi v xp loi mc doanh thu trung bnh nm m mi Ca
hng v i l t c trong nm qua, bao gm bn mc: doanh thu thp,
doanh thu trung bnh (TB), doanh thu cao v doanh thu rt cao.
+ Cng ty s quy nh gi tr ti a ca mi mt n t hng bn
mc doanh thu ny, c th:
Doanh thu thp (di 100 triu ng): nu Ca hng hoc i
l thuc mc quy nh ny s c t hng vi n t hng c gi tr ti a 150
triu ng.
Doanh thu trung bnh (t 100 triu ng di 400 triu
ng): nu Ca hng hoc i l thuc mc quy nh ny s c t hng vi n
t hng c gi tr ti a 450 triu ng.
- 83-
Doanh thu cao (t 400 triu ng di 1 t ng): nu Ca

hng hoc i l thuc mc quy nh ny s c t hng vi n t hng c gi
tr ti a 1 t ng.
Doanh rt cao (t 1 t ng tr ln): nu Ca hng hoc i l
thuc mc quy nh ny s c t hng vi n t hng c gi tr ti a 1,5 t
ng.
+ Cc Ca hng v i l s khng th t hng vi s lng nhiu
nh trc m s ty thuc vo mc doanh thu trung bnh m mnh t c
trong nm qua v xem th mnh thuc mc doanh thu quy nh ca Cng ty l bao
nhiu.
Bng 3.3:Bng k hoch cung cp cc n t hng cho cc Ca hng v i l
do tc gi xut.
Gi tr mi n hng c t ti a
(da vo mc doanh thu quy nh ca
Cng ty)
Thp TB Cao Rt Cao

Thi
gian p
dng
Tnh
thc
hin
Tn Ca
hng hoc
i l
Mc
doanh
thu t
c
150 tr. 450 tr. 1 t 1,5 t
i l A Cao 850 tr.
Ca hng B Thp 120 tr.
17/03
n
21/03
ng
Nai

i l C TB 370 tr.
Ca hng D Thp 150 tr.
22/03
n
23/03
Vng
Tu

i l E
Rt
Cao
1,5 t
i l F Cao 720 tr.
Ca hng G Thp 90 tr.
24/03
n
26/03
Bnh
Dng,
Bnh
Phc
v TP.

- 84-
HCM
i l H Cao 910 tr.
Ca hng I TB 410 tr.
27/03
n
31/03
Cc tnh
min
Ty
..

- Kt qu d kin t c:
+ D tnh t trc c tng gi tr s lng hng ti a cn phi cung
cp cho tt c cc Ca hng v i l vo nhng thi im hng chun b tng gi
bn .
+ Vi gii php ny Cng ty khng ch to ra s cng bng gia cc
Ca hng, i l m cn c tc dng khuyn khch cc Ca hng, i l tng
doanh s bn hng c th t c nhiu hng hn ln tng gi sau.
+ Thng qua vic p ng c tt c cc n t hng t cc Ca
hng v i l s gip nng cao s hi lng ca h i vi Cng ty.
3.4. Nhm gii php th ba:
3.4.1. Cc gii php dnh cho nhm nng lc chuyn mn [FAC3]:
Mc d nhm nhn t nng lc chuyn mn (FAC3) c mc nh
hng n s hi lng ca cc Ca hng, i l xp v tr th nm nhng v nhm
nhn t ny c mc hi lng cao hn so vi s k vng ban u ca cc Ca
hng, i l nh trnh ti phn so snh gi tr trung bnh gia mc hi lng
[L] v mc quan trng [Q] (Bng 2.19). Nn theo tc gi, trong thi gian ti
Cng ty cn tip tc duy tr v nng cao hn na s hi lng ca cc Ca hng, i
l i vi cht lng dch v giao hng, i hng ca Cng ty. Do , vi nhm
nhn t ny tc gi s khng trnh by cc gii php nhm khc phc v nng cao s
hi lng ca cc Ca hng v i l.
3.4.2. Cc gii php dnh cho nhn t mc doanh thu [I]:
3.4.2.1. Xy dng mi quan h tt vi cc Ca hng, i l c
doanh thu cao:
- 85-
- Vi cc Ca hng v i l ang mang li doanh thu cao cho Cng ty

hin nay th vic to dng mi quan h lu di v bn vng i vi h s l mt
nhim v u tin hng u v c ngha chin lc ca Cng ty. V vy, c th
thng xuyn duy tr mi quan h ny theo tc gi Cng ty cn phi:
+ Phn nhm cc Ca hng, i l u tin: Ph phng Kinh doanh s
c nhim v lp ring mt danh sch bao gm cc Ca hng v i l c doanh thu
cao v trc tip theo di nh k hoc khng nh k cc thng tin phn hi t cc
Ca hng, i l nhm to iu kin h tr, p ng tt nht cho h.
+ Cn ch ng lin h v trao i thng tin vi cc i tng ny
thng xuyn hn bng cch:
Gi in thoi thm hi tnh hnh kinh doanh bn hng v ly
kin nh gi sau qu trnh phc v ca Cng ty. Vic ny cn c tin hnh t
nht 2 ln trong mt tun.
Thnh thong cho nhn vin tip th tip xc, gp g ring vi
tng Ca hng, i l nhm cm thng v tm hiu nhng nhu cu mong mun.
Thnh lp cu lc b khch hng thn thuc hay VIP:
thng qua cu lc b ny t chc cc bui hi tho nh, cc bui giao lu v sinh
hot.
3.4.2.2. Thc hin chng trnh u i cho cc i tng ny bng
phiu qu tng:
- C s l lun: y l mt trong nhng hnh thc chm sc khch
hng mang tnh thng mi v l phn thng cao cho cc i tng khch hng c
mc bn hng hay tiu th mnh trong thi gian qua. [17]
- K hoch d kin thc hin: phng Kinh doanh c nhim v ln k
hoch thit k phiu qu tng v cho trin khai thc hin chng trnh u i dnh
cho cc Ca hng, i l c mc doanh thu cao sau mi qu. C th:
+ Vi mi Ca hng hoc i l c mc doanh thu t c mi qu
t 100 di 300 triu ng th s c nhn bng tin mt hoc mt phn qu c
tr gi tng ng 500.000 ng.
- 86-

t 300 di 600 triu ng th s c nhn bng tin mt hoc mt phn qu c
tr gi tng ng 1.000.000 ng.
t 600 1 t ng th s c nhn bng tin mt hoc mt phn qu c tr gi
tng ng 1.500.000 ng.
trn 1 t ng th s c nhn bng tin mt hoc mt phn qu c tr gi tng
ng 3.000.000 ng.
+ c bit s c mt phn qu hp dn l 1 chuyn du lch i Chu u
hoc Chu dnh cho 2 ngi nu mi Ca hng hoc i l c mc doanh thu
t c qua bn qu trn 4 t ng.
- Mu phiu qu tng u i ca Cng ty, p dng cho cc Ca hng,
i l c mc doanh thu cao, c thit k nh sau:
Bng 3.4: Mu thit k phiu qu tng do tc gi xut.

+ Trong , phn ghi ch bao gm cc ni dung:
Tn cc Ca hng hoc i l.
a ch lin lc, s in thoi, Fax v Email (nu c).

PHIU QU TNG Qu/2011
Ghi ch:..
.
.
La chn hnh thc tng:
Tin mt Qu tng 1 chuyn du lch
(dnh cho c nm)
CNG TY C PHN SN NG NAI
ng s 7, KCN Bin Ho 1, TP.Bin Ho, ng Nai
Tel: 061.3836112 3836662 Fax: 061.3836091
- 87-
L do c nhn phiu qu tng.

Tr gi phn qu c tng: ghi bng tin mt (ch v s).
Li cm n hay chc mng.
- Kt qu d kin t c: Cng ty s khuyn khch, ng vin kp
thi v mt tinh cho s c gng, n lc bn hng ca cc Ca hng v i l trong
thi gian qua. Mang li s hi lng v yn tm h, t gp phn to dng c
nim tin v lng trung thnh ca cc i tng khch hng ny.

- 88-
KT LUN CHNG 3
Qua vic nghin cu thc trng mc hi lng hin ti so vi s k vng
ban u ca cc Ca hng, i l v cht lng dch v giao hng, i hng ca
Cng ty C phn Sn ng Nai. Tc gi xut mt s gii php nhm ci thin
v nng cao s hi lng hin ti ca cc Ca hng, i l i vi Cng ty, nh sau:
Nhm gii php th nht:
- Cc gii php dnh cho nhm nhn t uy tn v hnh nh [FAC1].
- Cc gii php dnh cho nhm nhn t qu trnh phc v [FAC4].
Nhm gii php th hai:
- Cc gii php dnh cho nhm nhn t mc quan tm [FAC2].
- Cc gii php dnh cho nhm nhn t sn phm [FAC5].
Nhm gii php th ba:
- Cc gii php dnh cho nhm nhn t nng lc chuyn mn [FAC3]: do
nhm nhn t ny c mc hi lng cao hn so vi s k vng ban u ca cc
Ca hng, i l. V vy, trong thi gian ti Cng ty cn tip tc duy tr v nng
cao hn na s hi lng ca cc Ca hng, i l i vi cht lng dch v giao
hng, i hng ca Cng ty.
- Cc gii php dnh cho nhn t mc doanh thu [I].

- 89-
PHN KIN NGH

Sau qu trnh thc tp v nghin cu ti Cng ty C phn Sn ng Nai bn
cnh cc gii php a ra tc gi xin c mt vi kin ngh i vi Nh Nc v
Cng ty, nhm gip Cng ty tng thm nng lc cnh tranh v to c ch ng
vng chc cho thng hiu ca mnh ti th trng trong v ngoi nc.
V pha Nh Nc:
Nhanh chng c bin php kim ch lm pht v n nh nn kinh t
v m nhm gip Cng ty ch ng iu chnh c gi nguyn vt liu u vo v
chi ph sn xut.
Cn c chnh sch u i doanh nghip vay vn vi li sut thp
trong thi im nh hin nay khi m Ngn hng Nh Nc ang tng li sut huy
ng tin gi t ngi dn ti cc Ngn hng thng mi nhm kim ch lm pht.
Nh Nc cn t chc thm nhiu hot ng tng t nh chng
trnh a hng Vit v nng thn v c chnh sch h tr c th v mt ti chnh
nhm gip cho doanh nghip c th ng vng v pht trin lu di ti th trng
trong nc.
V pha Cng ty:
Hoch nh ngn sch nhm u t thm trang thit b phc v cho
hot ng sn xut v nghin cu, pht trin sn phm. ng thi, xy dng chin
lc tng cng qung b hnh nh ca Cng ty n gn hn vi ngi tiu dng.
Ch trng cng tc o to v nng cao trnh nghip v cho cn b
cng nhn vin trong Cng ty c th phc v khch hng mt cch tt nht.
Tng cng cng tc qun l v theo di thng xuyn nhm c k
hoch b tr, sp xp sao cho khng ch m bo lng hng cung ng cho
khch hng m cn thc hin qu trnh giao nhn hng lun c nhanh chng v
chnh xc.
Tip tc tham gia vo cc hot ng lm t thin v cng ng nhm
cng c lng tin t khch hng v gp phn m bo anh sinh x hi.
- 90-
PHN KT LUN
Trong xu hng cnh tranh mnh m sp ti, c th tn ti v pht trin
bn vng th bn thn mi doanh nghip phi t thay i v tm cch nng cao nng
lc cnh tranh cho mnh. Vic lm hi lng khch hng nhm to dng mi quan h
lu di v bn vng c ngha chin lc v th hin tm nhn di hn ca doanh
nghip.
Vi ti Nghin cu s hi lng ca cc Ca hng, i l i vi cht
lng dch v giao hng, i hng ca Cng ty C phn Sn ng Nai, thng qua
kho st ly kin nh gi ca 57 Ca hng v i l ti a bn tnh ng Nai v
mt s tnh ln cn. Tc gi phn no nhn din, nh gi v phn tch cc yu t
nh hng n mc hi lng ca cc Ca hng, i l i vi cht lng dch
v giao hng, i hng ca Cng ty hin ti bng phng php phn tch thng k
m t; phn tch tin cy v phng php phn tch tng quan hi quy vi s h
tr ca phn mm SPSS 16.0.
Kt qu thu c l nhng nh gi rt khch quan v xc thc ca cc Ca
hng, i l cng vi nhng gii php xut v kin ngh, tc gi hy vng rng
s ng gp mt phn vo vic tng nng lc cnh tranh cho hot ng kinh doanh
bn hng ca Cng ty, gip Cng ty xc nh v hiu r c nhng nhu cu mong
mun ca cc Ca hng v i l. T , c nhng chnh sch c th ci thin
v nng cao cht lng phc v c tt hn nhm cng c thm nim tin v lng
trung thnh vi cc i tng khch hng hin ti ca Cng ty. Tuy nhin, vi vn
kin thc cn hn ch nn ti khng th trnh khi nhng thiu st, tc gi rt
mong nhn c s ng gp, b sung thit thc ca Qu thy, c; cc cp lnh o
Cng ty ti c hon thin hn.

TI LIU THAM KHO

[1]. Cng ty C phn Sn ng Nai, Bo co ti chnh nm 2010, Phng K ton
Thng k, ng Nai.
[2]. Cng ty C phn Sn ng Nai, Bo co kt qu hot ng kinh doanh nm
2007, 2008, 2009, 2010, Phng Kinh doanh, ng Nai.
[3]. Cng ty C phn Sn ng Nai, S T chc nhn s nm 2010, Phng T
chc Hnh chnh, ng Nai.
[4]. Cng ty C phn Sn ng Nai, S T chc nhn s phng Kinh doanh
nm 2010, Phng T chc Hnh chnh, ng Nai.
[5]. T Th Kiu An, Ng Th nh, inh Phng Vng (2000), Qun l cht
lng, Trng i hc Kinh t Tp.HCM, H Ch Minh.
[6]. Nguyn Vn Dng (2005), Gio trnh Marketing cn bn, Trng i hc Lc
Hng, ng Nai.
[7]. Nguyn Th Tuyt Hn (2008), o lng mc hi lng khch hng v dch
v giao nhn hng khng ti Cng ty C phn Giao nhn Vn ti v
Thng mi Vinalink, Lun vn thc s kinh t, Trng i hc Kinh t
Tp.HCM, H Ch Minh.
[8]. V Th Thu Hng (2009), Gio trnh qun tr ngun nhn lc, Trng i hc
Lc Hng, ng Nai.
[9]. Nguyn Huy Phong, Phm Ngc Thy (2007), Servqual hay Servperf mt
nghin cu so snh trong ngnh siu th bn l Vit Nam, Tp ch pht
trin khoa hc v cng ngh, tp 10 (08), tr. 25 26.
[10]. o Th Thanh Tm (2010), Kho st mc hi lng ca ngi bnh ti

Bnh vin Tm Thn Trung ng II, Nghin cu khoa hc ca sinh vin,
Trng i hc Lc Hng, ng Nai.
[11]. Nguyn Th Phng Trm (2008), Cht lng dch v ngn hng in t: so
snh gia m hnh Servqual v Gronroos, Lun vn thc s kinh t,
Trng i hc Kinh t Tp.HCM, H Ch Minh.
[12]. Hong Trng, Chu Nguyn Mng Ngc (2008), Phn tch d liu nghin cu
vi SPSS, Tp 1, Nxb Hng c, Tp.H Ch Minh.
[13]. Hong Trng, Chu Nguyn Mng Ngc (2008), Phn tch d liu nghin cu
vi SPSS, Tp 2, Nxb Hng c, Tp.H Ch Minh.
[14].http://www.cmard2.edu.vn/home/index.php?option=comcontent&view=
article&id=298%3As-tha-man-ca-khach-hang&catid=134%3As&
Itemid=331&lang=vi.
[15].http://dddn.com.vn/20091103084422889cat130/sau-khung-hoang-kinh-te-
toan-cau-bai-toan-nao-cho-kinh-te-vn.htm.
[16].http://doanhnhansaigon.vn/online/the-gioi-quan-tri/nhan-su/2010/08/1046488/
soi-dong-thoi-hau-khung-hoang/.
[17].http://ebook.lhu.edu.vn/?CID=533.
[18].http://ven.vn/tabid/77/newsid/18813/seo/Dua-hang-Viet-ve-nong-thon-tiep-tuc-
duoc-trien-khai/language/vi-VN/Default.aspx
DANH SCH PH LC THAM KHO

PH LC 1: Mt s sn phm ca Cng ty C phn Sn ng Nai.
PH LC 2: Nhng thnh tu v kt qu t c trong thi gian qua ca
Cng ty.
PH LC 3: Phiu kho st.
PH LC 4: Kt qu x l d liu bng phn mm SPSS 16.0.
PH LC 5: Cc ngy l ln trong nm v ngy c bit dnh ring cho ch
Ca hng, i l.

PH LC 1
CC SN PHM CA CNG TY C PHN SN NG NAI

Sn nc DONASA:
- p dng trong nh:
DONASA Super
Coat
Interior New Interior Dream

- p dng ngoi tri:
DONASA Hitech
DONASA
MASTERY
Exterior Flint Coat

Sn lt v bt trt tng:
DONASA Anti Alkali Bt Trt Tng DONASA

Sn cch nhit Sunmaster:
DONASA Hitech
DONASA
MASTERY
Exterior Flint Coat

Sn h dung mi:
Sn Alkyd

PH LC 2
NHNG THNH TU V KT QU T C TRONG THI
GIAN QUA CA CNG TY.
Cp vng thng
hiu ngnh xy dng
Hng u Top thng
hiu Vit
Thng hiu chng
khon uy tn

Chng nhn thng
hiu t cp vng
TOPTEN 2007
Chng nhn danh hiu
hng Vit Nam Cht
lng cao
Chng nhn Thng
hiu ni ting

PH LC 3
PHIU KHO ST
Knh cho Qu Ca hng, i l!
Ti l Nguyn Vn Lm, sinh vin nm cui khoa Qun tr Kinh t Quc t,
Trng i hc Lc Hng. Ti ang thc hin ti nghin cu "s hi lng ca
cc Ca hng, i l i vi cht lng dch v giao hng, i hng ca Cng
ty C phn Sn ng Nai" vi mc ch thu thp kin nh gi ca Qu Ca
hng, i l i vi cht lng dch v giao hng, i hng ca Cng ty, t gip
cho lnh o Cng ty hiu r hn nhu cu ca Qu Ca hng, i l. Qua Cng
ty s n lc ci thin v nng cao cht lng phc v tt hn. Xin lu rng, khng
c kin ng hay sai m tt c nhng cu tr li ca Qu Ca hng, i l u c
gi tr tham kho v gp phn quan trng vo s thnh cng ca ti nghin cu
ny. Ti xin cam oan nhng thng tin t Qu Ca hng, i l hon ton c gi
b mt v ch dng trong nghin cu ti ny.
PHN I: PHN NH GI CA QU CA HNG, I L I VI
CHT LNG DCH V GIAO HNG, I HNG CA CNG TY
C PHN SN NG NAI.
Hng dn: Xin Qu ca hng, i l nh du X hoc du vo cc thch hp:
Ct Mc quan trng: Vui lng cho bit mc quan trng ca cc yu t c
cp i vi mong mun v cht lng dch v giao hng, i hng ca Cng ty
chng ti, theo quy c nh sau:
1
Hon ton
Khng
quan trng
2
Khng
quan trng
3
Bnh thng
4
Quan trng
5
Hon ton
Rt
quan trng
Ct Mc hi lng: Vui lng cho bit mc hi lng ca Qu Ca hng, i l

i vi cht lng dch v giao hng, i hng ca Cng ty chng ti, theo quy c
nh sau:
1
Hon ton
khng
hi lng
2
Khng
hi lng
3
Bnh thng
4
Hi lng
5
Hon ton
rt
hi lng
Mc quan
trng [Q]
Mc hi
lng [L] STT CC YU T
1 2 3 4 5 1 2 3 4 5
A. NGUN LC CA CNG TY
A1
Lun sn c phng tin chuyn ch v
xp d phc v

A2
Cc phng tin chuyn ch v xp d
c hin i nn hot ng n nh

A3
i ng nhn vin lm vic nng ng
mang tnh chuyn nghip

A4
ng dy in thoi v fax thun tin
cho vic lin h

B. NNG LC PHC V CA CNG TY
B5
Cng ty lun ch ng trong vic tip
nhn n t hng

B6
Vic giao hng lun c tin hnh
nhanh chng

B7 Cng ty thc hin tt vic i hng

B8
Lun thc hin vic giao hng ng s
lng v chng loi theo yu cu

B9
Cng ty khc phc s c trong qu
trnh vn chuyn v xp d

B10
Lun m bo hng c sn giao hng
lin tc

B11
m bo an ton l hng khng b h
hi, mt mt trong qu trnh vn chuyn
v xp d

C. QU TRNH PHC V CA CNG
TY

C12
Qu trnh xp d hng din ra nhanh
chng v chnh xc

C13
Nhn vin lun c thi phc v nhit
tnh, vui v

C14
Nhn vin bao gi cng t ra lch s,
nh nhn

C15
Nhn vin thng xuyn gi in thm
hi v tm hiu nhu cu mong mun

C16
Nhn vin khng bao gi tht ha v
qun giao hng sau khi nhn n t
hng

C17
Nhn vin lun c kin thc chuyn
mn t vn, gii p cc cu hi thc
mc

C18
Lun thng bo kp thi trong trng
hp giao hng thiu, chm tr

C19
Mi kin ng gp/ phn nn t pha
Qu Ca hng, i l c phn hi
nhanh chng v y

D. GI C V THANH TON

D20
Ha n chng t c lp chnh xc,
d hiu

D21
i chiu cng n nhanh chng v
chnh xc

D22
Chnh sch chit khu ca Cng ty ang
thc hin l tt

D23
Gi c sn phm so vi sn phm cng
cp ca Cng ty khc

E. UY TN, HNH NH CA CNG TY
E24
Mu m bao b c p hn v hp
dn hn

E25
Cng ty lun cung cp nhng sn phm
t cht lng tt

E26
Mu sc trong bng mu (catalogue)
y v a dng

E27
Chnh sch khuyn mi tt nh: tng
qu, h tr t ri, banner,

E28
Cng ty khng gy ra nhng tc hi i
vi mi trng sinh thi

E29
Uy tn, thng hiu ca cng ty trn th
trng hin ti

PHN II: MT S THNG TIN KHC

Vui lng nh du X hoc du vo cc thch hp:
F) Loi hnh kinh doanh:
Ca hng i l
G) Mc t hng thng xuyn:
Hng ngy Mi tun
Mi thng Lu hn na
H) Thi gian bn hng cho Cng ty?
Di 1 nm T 1 di 7 nm T 7 di 15 nm
T 15 di 20 nm T 20 nm tr ln
I) Mc doanh thu: (TB nm)
Di 100 tr T 100 di 300 tr T 300 di 600 tr
T 600 tr di 1 t ng T 1 t ng tr ln
HL) Nhn chung, Qu Ca hng v i l hi lng vi cht lng dch v giao
hng, i hng ca Cng ty.
Hon ton khng hi lng Khng hi lng Bnh thng
Hi lng Hon ton rt hi lng

Xin cm n s gip ca Qu Ca hng, i l!

1 2
1 2 3
4 5
1 2
3 4
1 2
3
4 5
1 2 3
4 5
PH LC 4
KT QU X L D LIU BNG PHN MM SPSS 16.0
BNG 1: Cc bng tn s Frequence:
Frequencies

Statistics
F G H I
Valid 57 57 57 57 N
Missing 0 0 0 0

Frequency Table

F

Cumulative
Percent
Cua hang 16 28.1 28.1 28.1
Dai ly 41 71.9 71.9 100.0
Valid
Total 57 100.0 100.0

G

Cumulative
Percent
Hang ngay 5 8.8 8.8 8.8
Moi tuan 24 42.1 42.1 50.9
Moi thang 18 31.6 31.6 82.5
Lau hon nua 10 17.5 17.5 100.0
Valid
Total 57 100.0 100.0

H

Cumulative
Percent
Duoi 1 nam 2 3.5 3.5 3.5
Tu 1 - <7 nam 38 66.7 66.7 70.2
Tu 7 - <15 nam 14 24.6 24.6 94.7
Tu 15 - <20 nam 3 5.3 5.3 100.0
Valid
Total 57 100.0 100.0

I

Cumulative
Percent
Duoi 100 trd 4 7.0 7.0 7.0
Tu 100 - <300 trd 17 29.8 29.8 36.8
Tu 300 - <600 trd 16 28.1 28.1 64.9
Tu 600 - <1ty 9 15.8 15.8 80.7
Tu 1 ty tro len 11 19.3 19.3 100.0
Valid
Total 57 100.0 100.0

BNG 2: Cc bng phn tch nhn t khm ph:

Factor Analysis
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy.
.586
Approx. Chi-Square 185.827
Df 78
Bartlett's Test of
Sphericity
Sig. .000

Total Variance Explained

Initial Eigenvalues
Extraction Sums of Squared
Loadings
Rotation Sums of Squared Loadings
Component
Total
% of
Variance
Cumulative % Total
% of
Variance
Cumulative % Total
% of
Variance
Cumulative %
1 2.623 20.177 20.177 2.623 20.177 20.177 1.968 15.142 15.142
2 2.176 16.738 36.915 2.176 16.738 36.915 1.943 14.947 30.088
3 1.630 12.538 49.453 1.630 12.538 49.453 1.881 14.471 44.559
4 1.492 11.480 60.933 1.492 11.480 60.933 1.805 13.884 58.443
5 1.283 9.868 70.801 1.283 9.868 70.801 1.606 12.358 70.801
6 .747 5.749 76.550

7 .676 5.199 81.749

8 .553 4.255 86.003

9 .514 3.951 89.954

10 .453 3.484 93.438

11 .340 2.618 96.056

12 .267 2.053 98.109

13 .246 1.891 100.000

Extraction Method: Principal Component Analysis.

Component Matrix
a

Component

1 2 3 4 5
EQ29 .648

CQ15 .643

CQ19 .546

AQ3 .535

BQ6

.680

.502

CQ12

.668

EQ27

.646

EQ24

CQ17

-.590

BQ5

.509

EQ25

.600

EQ26

BQ10

-.581
a. 5 components extracted.

Rotated Component Matrix
a

Component

1 2 3 4 5
EQ24 .774

EQ26 .703

EQ29 .645

EQ27 .627

CQ17

.821

CQ19

.770

CQ15

.640

BQ5

.917

AQ3

.882

BQ6

.887

CQ12

.844

BQ10

.857
EQ25

.835

BNG 3: Cc bng phn tch tin cy:
Scale: ALL
Case Processing Summary

N %
Valid 57 49.1
Excluded
a
59 50.9
Cases
Total 116 100.0
a. Listwise deletion based on all
variables in the procedure.

Item-Total Statistics

Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
EQ24 11.4561 4.003 .523 .463
EQ26 9.8421 5.457 .421 .573
EQ29 10.1404 4.587 .392 .565
EQ27 10.8772 4.003 .355 .617

Scale Statistics [Q]
Mean Variance
Std.
Deviation N of Items
14.1053 7.132 2.67050 4

Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 5
iterations.

Reliability Statistics
Cronbach's
Alpha N of Items
.626 4
Scale Statistics [L]
Mean Variance
Std.
10.2807 10.598 3.25551 4

N %
Valid 57 49.1
Excluded
a
59 50.9
Cases
Total 116 100.0


Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
CQ17 7.4035 2.566 .512 .503
CQ19 7.1404 2.730 .501 .519
CQ15 7.2456 3.439 .407 .641

Mean Variance
Std.
10.8947 5.596 2.36556 3


N %
Valid 57 49.1
Excluded
a
59 50.9
Cases
Total 116 100.0

Cronbach's
Alpha N of Items
.659 3
Mean Variance
Std.
7.7368 4.197 2.04875 3
Cronbach's
Alpha N of Items
.814 2

Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
BQ5 2.7018 .963 .703 .
a

AQ3 3.0877 1.510 .703 .
a

a. The value is negative due to a negative average covariance
among items. This violates reliability model assumptions. You
may want to check item codings.

Mean Variance
Std.
5.7895 4.169 2.04186 2


N %
Valid 57 49.1
Excluded
a
59 50.9
Cases
Total 116 100.0


Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
BQ6 3.0351 2.070 .595 .
a

CQ12 2.3158 1.148 .595 .
a


Mean Variance
Std.
6.3158 1.756 1.32501 2
Cronbach's
Alpha N of Items
.726 2

Mean Variance
Std.
5.3509 5.053 2.24795 2


N %
Valid 57 49.1
Excluded
a
59 50.9
Cases
Total 116 100.0


Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
BQ10 3.7895 1.062 .498 .
a

EQ25 3.7193 1.063 .498 .
a


Mean Variance
Std.
7.5088 3.183 1.78408 2

Mean Variance
Std.
4.4912 2.362 1.53673 2
Cronbach's
Alpha N of Items
.665 2
Mean Variance
Std.
5.6316 1.880 1.37102 2
BNG 4: Cc bng phn tch hi quy bi:

Regression

Variables Entered/Removed
b

Model Variables Entered
Variables
Removed Method
1
I, H, FAC2, FAC3,
FAC5, FAC4, G,
FAC1, F
a

. Enter
a. All requested variables entered.

b. Dependent Variable: HL

Model Summary
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .732
a
.536 .448 .89591
a. Predictors: (Constant), I, H, FAC2, FAC3, FAC5, FAC4, G, FAC1, F

ANOVA
b

Model
Sum of
Squares df Mean Square F Sig.
Regression 43.644 9 4.849 6.042 .000
a
Residual 37.725 47 .803

1
Total 81.368 56

a. Predictors: (Constant), I, H, FAC2, FAC3, FAC5, FAC4, G, FAC1, F


Coefficients
a

Unstandardized Coefficients
Standardized
Coefficients
Model
B Std. Error Beta
t Sig.
(Constant) 2.674 .985

2.715 .009
FAC1 .563 .146 .467 3.846 .000
FAC2 .309 .128 .256 2.411 .020
FAC3 .305 .137 .253 2.229 .031
FAC4 .554 .133 .459 4.164 .000
FAC5 .339 .127 .281 2.672 .010
F .341 .422 .128 .806 .424
G .113 .152 .083 .742 .462
H -.221 .218 -.116 -1.014 .316
1
I -.300 .156 -.308 -1.929 .060
a. Dependent Variable: HL

Variables Entered/Removed
b

Model Variables Entered Variables Removed Method
1
I, FAC3, FAC5, FAC2,
FAC4, FAC1
a

. Enter
a. All requested variables entered.


Model Summary
Model R R Square
Adjusted R
Square
Std. Error of
the Estimate
1 .717
a
.514 .455 .88963
a. Predictors: (Constant), I, FAC3, FAC5, FAC2, FAC4, FAC1

ANOVA
b

Model
Sum of
Squares df Mean Square F Sig.
Regression 41.796 6 6.966 8.802 .000
a
Residual 39.572 50 .791

1
Total 81.368 56

a. Predictors: (Constant), I, FAC3, FAC5, FAC2, FAC4, FAC1


Coefficients
a

Unstandardized Coefficients
Standardized
Coefficients
Model
B Std. Error Beta
t Sig.
(Constant) 2.889 .393

7.361 .000
FAC1 .562 .139 .466 4.055 .000
FAC2 .329 .122 .273 2.697 .010
FAC3 .316 .119 .262 2.651 .011
FAC4 .562 .127 .467 4.425 .000
FAC5 .352 .119 .292 2.952 .005
1
I -.253 .121 -.259 -2.094 .041
a. Dependent Variable: HL

PH LC 5
CC NGY L LN TRONG NM V NGY C BIT DNH
RING CHO CH CA HNG, I L.
STT Tn gi Ngy thng
1 Tt Dng Lch 01/01
2 Tt Nguyn n
30/12 (hay 29/12 nu
thng thiu) m lch
3 Gi T Hng Vng 10/03 m lch
4
Ngy gii phng min Nam, thng nht t
nc
30/04
5 Quc t Lao ng 01/05
6 Quc t Ph n 08/03
7 Quc khnh Vit Nam 02/09
8 Tt Trung Thu 15/08 m lch
9
Ngy khai trng/ thnh lp Ca hng, i
l
/
10 Ngy sinh nht ch Ca hng, i l /

Bai Bao Cao NCKH

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Qua khong thi gian bn nm c hc tp ti trng, em c cc Thy,

C ng vin, dy d v truyn t nhng kin thc chuyn ngnh cng nh kin

Hnh 2.1: Cng ty C phn sn ng Nai ............................................................ 24

TNG QUAN V TI NGHIN CU

2. Tng quan v lch s nghin cu:

- Nhng im cha thc c ca ti: theo tc gi, cc gii php m ti

c cc bin php c th nhm khng ngng n lc ci thin v nng cao cht

st cc i tng khch hng ti nhiu thnh ph v tnh thnh hn na m khng

Dch v lin quan n th cht con ngi nh: chm sc sc khe,

+ Dch v mang tnh khng tch ri: c th ca dch v l ng thi

1.2.4.1. M hnh Gronroos:

- Khe h 3: qu trnh cung ng dch v khng theo tiu chun dch v.

+ Nghin cu nh lng (nghin cu d liu s cp): phng php ny

lng ca cc Ca hng, i l i vi cht lng dch v giao hng, i hng ca

Xc nh kch thc mu (i tng) kho st v pht phiu kho st: ngi

- Phng php phn tch nhn t khm ph EFA (exploratory factor

c loi ra. ng thi, h s beta chun ha s nh gi th t tm quan trng ca

2.1.3. Lnh vc hot ng:

- Tng s cn b, cng nhn vin ca Cng ty hin ti l 183 ngi. V

Nhn chung, nhn lc ca Cng ty c s phn b trnh kh cn i, hu

- T chc tt iu kin lm vic cho cn b cng nhn vin ca Cng

Phng K ton Thng k:

- T chc nghin cu p dng nhng tin b k thut, cng ngh mi

- m bo an ton v sinh cng nghip trong sn xut.

Bng 2.3: Doanh thu ca cc sn phm qua cc nm (2007 2010) [2]

th gii c vn phng i din ti Vit Nam, tin ti s hp tc lu di, chuyn

sn xut theo hng t ng ha, a quy trnh sn xut vo h thng khp kn hn

2.2.2. Kch thc mu:

dch v giao hng, i hng ca Cng ty. Trong , thang o Likert 5 im c s

Thng qua phiu kho st tc gi mun gii quyt mt s vn

Bng 2.5: Loi hnh kinh doanh.

Bng 2.7: Thi gian bn hng cho Cng ty.

lng dch v . V vy, xc nh c r rng cc nhm nhn t nh hng

[Ngun: Tc gi tng hp v x l s liu bng phn mm SPSS]

khng nh r rng hn v tin cy ca 5 nhm nhn t ny, tc

- CQ19: Mi kin ng gp/ phn nn t pha Qu Ca hng, i l c

Vi h s Alpha = 0,814 > 0,6 cho nn nhm ny t tin cy tin hnh

[Ngun: Tc gi tng hp v x l s liu bng phn mm SPSS]

Vi gi tr Mean = 10,2807 ca [L] < 14,1053 ca [Q], chng t nhm 1

- Mu sc trong cc bng mu (Catalogue) ca Cng ty cng y , a

- Hin nay, thng hiu ca Cng ty c ngi tiu dng bit n ch

Vi gi tr Mean = 7,7368 ca [L] < 10,8947 ca [Q], chng t nhm 2 ny

- Vic ch ng theo di tnh hnh bn hng v phn hi thng tin mt

Do , y s l 1 trong nhng nhm nhn t m tc gi cn ra cc

Vi gi tr Mean = 4,4912 ca [L] < 5,3509 ca [Q], chng t nhm 4 ny

- Ti Cng ty, vic cht xp hng ln cc xe ti c thc hin bi cc

Bng 2.21: Gi tr trung bnh gia mc hi lng [L] v mc

lin tc v dn dp bn vi gi cao dn n hng s giao khng kp v ng

- Bng Coefficients(a) cho php chng ta kim nh cc h s hi quy

Ca hng, i l i vi cht lng dch v giao hng, i hng ca Cng ty. ng

k vng ca h i vi Cng ty. T , s lm nh hng n li nhun chung ca

- Cng ty vn cha ch ng trong vic iu chnh c lng hng

- Mu m, bao b trn cc mt hng sn ca Cng ty yu cu khng ch

H tr in danh thip v ha n bn l cho cc Ca hng, i l:

- Theo tc gi tham kho bng bo gi qung co trn tt c cc i

trnh i qua 53 huyn ca 21 tnh thnh trn c nc, tri di t Lng Sn n C

+ Giao hng c kp thi gian v nhiu a im cng lc trong ngy.

3.2.2.2. Thng bo kp thi n cc Ca hng, i l trong trng

vi khch hng, thi phc v v cch thc phc v. Yu cu i vi mi nhn

3.3.1.2. Gip nhn vin lun quan tm v theo di thng xuyn

- p dng CRM (Customer Relationship Management) vo vic theo

- Hin nay, theo nh gi chung ca cc Ca hng, i l v cht lng

+ Yu cu ca nhm cht lng: cn c nhiu thnh vin c chn la

+ Ban Gim c s nh gi hiu qu t c ca nhm cht lng