Mn hc: Qun tr Dch v

Gio trnh: Doanh nghip dch v-Nguyn l iu hnh

Tc gi: Christine Hope-Alan Muhleman

Ging vin ph trch: Ths. nh Nam

Mc tiu mn hc
Cung cp cho sinh vin mt
cch h thng kin thc trong
qun l iu hnh mt doanh
nghip dch v.
Mn hc ny ng dng trong
ngnh lut, thng mi, dch
v, bo him, y t, t vn,
vn chuyn, phn phi

Qun tr Dch v

Ni dung chnh
Phn I: Tng quan cc loi dch v (chng
1, 2)
Phn II: Cc kha cnh chin lc (chng
3)
Phn III: Thit k dch v (chng 6, 7, 8)
Phn IV: Nhng vn v giao nhn
(chng 9)
Phn IV (tip theo): Nhng vn v giao
nhn (chng 10, 11, 13)
Qun tr Dch v

Kinh nghim ca anh ch

S thm nhp v vai tr ca dch v trong
i sng
Dch v tt
Dch v km

Qun tr Dch v

Maslows Hierarchy of Needs

ACHIEVEMENT /
FUFILMENT NEEDS

STATUS /
RECOGNITION NEEDS

SOCIAL NEEDS

SECURITY / SAFETY NEEDS

PHYSICAL NEEDS

Qun tr Dch v

V l do g m khch hng
quyt nh mua hng/dch v
ca bn?

Qun tr Dch v

4 l do chnh
Gia ca
(Price)

Dch vu
(Service)

20%

46%

25%
9%

(Quality)

Chat lng
Qun tr Dch v

(Brand)

Thng hieu

Chng 1: Vai tr dch v

trong nn kinh t
Ni dung chnh
nh ngha dch v
iu hnh hot ng doanh nghip l g?
Phn loi dch v
Chu k tn ti ca
doanh nghip
Tm quan trng ca dch v
Cng hay t
Qun tr Dch v

nh ngha dch v
Theo t in b ti Oxford (1978), thut
ng cng ngh dch v c nh ngha
l cung cp dch v, khng phi hng
ha, hng ha c nh ngha l ti
sn c th di di c.
Ngnh cng nghip sn xut l ngnh
cung cp nhng loi hng ha c th v
s thy c, cn ngnh cng nghip
dch v l ngnh cung cp th g v
hnh
Qun tr Dch v

nh ngha dch v

Qun tr Dch v

10

nh ngha dch v
Trong thc t khi mua mt sn phm thng c
dch v i km v vic mua mt dch v cng
thng c hng ha i km.
T l gia hng ha v dch v s thay i khi
thc hin mt giao dch mua bn c th
Dch v l mt qu trnh gm cc hot ng hu
i v cc hot ng pha trc ni m khch
hng v nh cung cp dch v tng tc vi
nhau. Mc ch ca vic tng tc ny l nhm
tha mn nhu cu v mong mun ca khch
hng theo cch khch hng mong i cng nh
to ra gi tr cho khch hng.
Qun tr Dch v

11

nh ngha dch v
L thc hin nhng g m DN ha hn
nhm cng c, m rng nhng quan h i
tc lu di vi KH v th trng.
DV t cht lng khi vic thc hin ha
hn ny mang li gi tr gia tng nhiu hn
i th
C 3 thi im DN chng minh c th ha
hn /v KH:
KH giao din CSVC
KH gp g nhn vin
KH tip xc c cu DN
Qun tr Dch v

12

Category of Service Mix

Pure
Tangible
Goods
Pu
ser re
vic
e

an
d

Qun tr Dch v

M
se ajo
m rvi r
in ce
or
go
od
s

ds
o
o
g
ble
Tangi services
with

rid
b
y

13

Qun tr Dch v

14

nh ngha dch v
Hng ha (c th)
100%
75
50

25

25

Dch v (v hnh dng)

50
75
100%

Cy xng t

My vi tnh

My copy cho VP

Ca hng thc n nhanh

Nh hng

Sa cha xe

Hng khng

Ct tc
.

T l gia hng ha v dch v khi thc hin mt s giao dch mua bn

Qun tr Dch v

15

V d

qun bar wNw vi

kin trc mi vm
c bit, hon ton
bng tre ti th x
Th Du Mt (Bnh
Dng).

Nh hng khng ch l ni
cung cp thc n, thc
ung m cn cung cp ni
ngi, u bp nu nng,
ngi phc v, khng gian
c th
Qun tr Dch v

16

V d
Xe but khng ch l
phng tin p ng
nhu cu i li m cn
l ni th hin nt
vn minh ca x hi
hin i qua thi ,
hng dn, chm
sc.. n cn, lch s
ca nhn vin phc
v trong khng gian
c th
Qun tr Dch v

17

iu hnh hot ng doanh

nghip l g?
Vt liu vo

Quy trnh
ci bin

Vt liu ra/
SP/DV..

NVL
Nhn lc
Thit b
Sinh vin
Ging vin
Sch bo,
gia trnh..

iu hnh
hot ng
doanh
nghip

Xe hi
Sinh vin tt
nghip

Qun tr Dch v

18

5 lnh vc trch nhim ca

ngi iu hnh DN

Sn phm
Quy trnh
Chng trnh
C xng
Nhn lc

Qun tr Dch v

19

Phn loi dch v: 4 m hnh

Dch v hng v
khch hng
T trng vn so vi lao
ng
Khch-hng ha v
phn on
Giao tip tip gia
ngi lm dch v v
khch hng
Qun tr Dch v

20

Chu k tn ti ca doanh nghip

Qua thi gian, nhiu DN
ln mnh nn m rng
hot ng v chc nng
kinh doanh
Pht trin nhiu SP, DV,
nhn lc, c s..theo
hng DV a dng hn
nhm tha mn nhu cu
cng tng ca KH
Bn cht hot ng cng
thay i theo..
Qun tr Dch v

21

Tm quan trng ca dch v

S pht trin v tng trng ca quc gia
qua cc giai on sau:
Giai an 1: Nn kinh t da vo nng
nghip v cc ngnh cng nghip khai
thc.
Giai an 2: S pht trin ca cc ngnh
cng nghip sn xut.
Giai an 3: S ln mnh dn ca cc
ngnh cng nghip dch v.
Qun tr Dch v

22

Nhng yu t nh hng n tm
quan trng ca lnh vc dch v
S phn phi ca ci
Lng thi gian th
gin
Lng dn s n
theo
S h gia nh c v
ln chng u lm
vic
Qun tr Dch v

23

Cc m hnh dch v
Cc dch v phn phi: Vt th v thng tin
Bn s v l
Dch v phi li nhun
Dch v cho nh sn xut: Ti chnh, Bo him,
a c, Dch v kinh thng, T vn lut, T
chc hi on, Dch v chuyn nghip,
Dch v cho ngi tiu dng: Chm sc y t,
Gio dc, Dch v c nhn, Sa xe, gara, bo
tr, Khch sn, nh hng n nhanh, Tim n,
tim thc phm, Dch v ngh ngi, Dch v t
gia
Cc loi hnh dch v theo phn loi ca Murich v cc ng nghip (1990)
Qun tr Dch v

24

Cc m hnh dch v
Dch v cho ngi sn xut
(cc th trng trung gian)

Dch v cho khch hng

(th trng ngi tiu dng)

Dch v ti chnh
Ngn hng, bo him, cho thu
Vn chuyn v phn phi
ng bin, ng st, xe ti, hng khng,
bun s
Chuyn nghip v k thut
Hp ng c quyn v bun bn, dch v
thit k my, thit k kin trc, u thu xy
dng, k ton, nhng dch v qun l khc
Nhng dch v trung gian khc
Vi tnh, x l d liu, truyn thng, qung
co, a c, du lch, an ninh, bu phm,

Bn l
Chm sc y t
Du lch, gii tr
Gio dc
Cc dch v x hi do nh nc
qun l (giao thng cng cng,
chng nhn giy t,..)
Cc dch v c nhn (nh hng,
git i,..)

Cc loi hnh dch v theo phn loi ca Vn phng nh gi K thut Washington D.C.

Qun tr Dch v

25

Khu vc cng v khu vc t

Doanh nghip do nh nc qun l hay t nhn
u c nhu cu sn xut hay cung cp dch v
vi hiu qu v hiu nng ng thi vi mc ph
tn thp nht. Nhng vn iu hnh l ging
nhau. Tuy nhin c mt s im c th ring:
Ai l ngi tiu th - ngi s dng sau cng hay
nh nc?
Cc mc tiu tn ti lu di hay li nhun ngn
ngy?
S bt nh Mt chnh quyn mi c th thay
i c h thng
Kh nng c quyn
Qun tr Dch v

26

Chu k phc v
Nhn vin

KH

ngo
bn
i

Qun tr Dch v

KH

n
ib

27

Khch hng l ai?

Qun tr Dch v

28

Khch hng l ai?

Tm quan trng ca KH i vi s thnh
cng ca DN

Qun tr Dch v

29

Th no l than phin/
phn nn ca Khch hng?
S phn ng hoc suy
ngh ca khch hng khi
mt sn phm hoc dch
v khng p ng c
mong i
KH cng khng hi lng
th h cng c xu hng
truyn ming nhng
nhc im/ hn ch v
sn phm v dch v ca
cng ty bc l s bt
bnh ca h.

Qun tr Dch v

30

Biu l cm xc ca h c th..

Tht vng

Nn lng

Lo lng / S hi

Cm gic bt tin

Qun tr Dch v

31

Mc tiu ca doanh nghip?

Qun tr Dch v

32

Doanh s???

Qun tr Dch v

33

Tiu ch nh gi thnh cng

ca DN?
Hiu r nhu cu
khch hng ca
mnh
Tm cch p ng
mc cao nht nhu
cu ca khch hng
Nhn thc c
khch hng l ngi
tr lng cho mnh
Qun tr Dch v

34

Nhng con s ng lu
Kho st trong 100 khch hng khng hi lng
Nu than phin khng c gii quyt: ch c 37%
khch tip tc s dng dch v / sn phm
Nu than phin c gii quyt: 70% tip tc s dng
dch v / sn phm
Than phin c gii quyt nhanh chng: 95% tip tc
s dng dch v / sn phm
T l khch gia khch hng ln ting than phin v gi
im lng l 1:26
Mt khch hng khng hi lng s k cho 8-16 ngi
khc nghe (khong 10% s k cho 20 ngi tr ln)
Chi ph u t c thm khch hng mi s cao hn
gp 5 ln so vi chi ph u t gi khch hng c.
Qun tr Dch v

35

Nhng con s ng lu
Kho st c thc hin bi B phn
Nghin cu v Thng tin ca Singapore
Press Holding (1995) v khch hng phn
ng nh th no i vi dch v ti ca
cc nh hng Singapore
49% khch hng s ty chay nh hng trong tng
lai
59% khch hng s ni xu v nh hng ny cho nhng
ngi khc
28% khch hng s than phin vi nh qun l
5% khch hng s trch mng nhn vin
Qun tr Dch v

36

Ch s hi lng
Dch v cng TP.HCM 2008
TT

HI LNG
(%)

DCH V
2006

TRUNG LP
(%)
2008

2006

74,8

2008

KHNG
HI LNG (%)
2006

23,2

2008

2,0

Gio dc tiu hc

Thu gom rc

84,7

60,2

8,3

36,9

7,1

2,9

Y t

78,2

68,9

14,0

25,3

7,8

5,8

VTHKCC (xe but)

78,9

49,5

13,6

44,6

7,5

5,9

Cng chng

78,2

58,5

10,6

36,9

11,1

4,6

Cp php xy dng

74,1

57,4

9,4

34,3

16,6

8,3

Cp giy ch quyn

59,3

39,2

7,8

41,4

32,9

19,4

Thu

54,5

49,5

17,7

44,6

27,7

5,9

Ngun: Vin Nghin cu pht trin v Cc Thng k TP

Qun tr Dch v

37

 Mc hi lng
gim
bnh qun
19,5%
(so vi nm 2006)
Qun tr Dch v

38

Ch s PCI 2009
nh gi trn 9 ch s:
s thun li khi gia nhp th trng;
tip cn t ai v n nh trong s
dng t;
tnh minh bch v tip cn thng tin;
chi ph - thi gian;
chi ph khng chnh thc;
tnh nng ng v tin phong ca
chnh quyn a phng;
Dch v h tr DN
o to lao ng;
cht lng thit ch php l;

Qun tr Dch v cng

39

Ch s PCI 2009
4 ch s ci thin: cp gia nhp
th trng, tip cn t ai, cp
thi gian, cht lng lao ng
v thit ch php l
3 ch s gim: tnh minh bch,
cp khng chnh thc v tnh
nng ng ca chnh quyn a
phng
Top 10: Nng, Bnh Dng, Lo Cai, ng
Thp, Vnh Long, Vnh Phc, Bnh nh, B
Ra-Vng Tu, Tin Giang, Bc Ninh.
Qun tr Dch v cng

40

Qun tr Dch v cng

41

Mi trng Kinh doanh VN 2010 (WB)

Ch tiu
Thnh lp doanh nghip (xp hng)

116

Bo v nh u t (xp hng)

172

Th tc (s lng)

11

Mc cng khai thng tin (0-10)

Thi gian (ngy)

50

Mc trch nhim ca thnh vin HQT

(0-10)

Chi ph (% thu nhp trn u ngi)

13,3 d dng cc c ng c th kin (0-10)

Vn ti thiu (% thu nhp trn u

ngi)

0,0

Np thu (xp hng)

S ln ng thu (trong mt nm)

Qun tr Dch v cng

Ch tiu

147
32

Mc bo v nh u t (0-10)
Gii th doanh nghip (xp hng)
Thi gian (nm)

Thi gian (s gi mt nm)

1.050 Chi ph (% ti sn)

Tng s thu phi tr (trn % li nhun)

40,1 T l thu hi (cent trn 1 USD)

2,7
127
5,0
15
18,0

42

 Khch hng c phc v dch

v km c th..thiu ri doanh
nghip

Qun tr Dch v

43

Tp. HCM th sao?

Vancouver ca Canada l mt
trong 140 thnh ph d sng
nht th gii da trn nm
tiu chun: cc iu kin y t,
s n nh x hi, vn ha v
mi trng, gio dc v c s
h tng.
(The Economist ngy 8-62009)
Qun tr Dch v

44

Chng 2: Cc c im
m hnh dch v

Qun tr Dch v

45

Chng 2: Cc c im m
hnh dch v
Tnh khc bit gia
sn xut v dch
v: mc c th
ca sn phm,
mc giao tip
vi KH

Qun tr Dch v

46

c im ca dch v
Mc giao tip vi
KH trong hot ng
SX, DV
Cc loi giao tip vi
KH-u/khuyt?
Cch vn dng va
loi hnh dch v thch
hp
Qun tr Dch v

47

Giao tip vi KH
Mc giao
tip cao vi KH
trong hot ng
SX, DV
Li cho vi
nt mt thn
thin mang li
hiu qu bn
hng
Qun tr Dch v

48

Cc loi phng tin

giao tip vi KH
Gp trc tip
in thoi
Th tn (bu in, in t)
Truyn thng
Qun tr Dch v

49

Cch tip cn
Cch tip cn khch hng nh th no l
hiu qu nht?

Qun tr Dch v

50

c im ca dch v
V hnh dng
ng thi
D chng
Mong manh
Qun tr Dch v

51

4 c im ca dch v
Bn c im ca dch
v: d chng, ng thi,
v hnh dng, mong
manh
Tnh v hnh
dngmong manh
Giao tip thng xuyn
vi KHd chng, ng
thi
Qun tr Dch v

52

Chng 3: Chin lc trong

lnh vc dch v

If one piece is moved wrongly,

the whole game is lost
Qun tr Dch v

53

Chng 3: Chin lc trong

lnh vc dch v
nh ngha v chin lc
Ngun gc hnh thnh chin lc
Qui trnh qun l chin lc c Craig
v Grant (1993) tm lc trong MOST
ngha vic khng nh nhim v trong
quy trnh pht trin iu hnh chin lc
ca mt t chc hay cng ty
Quy trnh pht trin chin lc
Phn tch SWOT
Qun tr Dch v

54

Chin lc l
Ngh thut hay khoa lp k hoch, iu ng
K hoch lu di nhm n thnh cng, trong
kinh doanh hay chnh tr
K hoch mu lc
ngha: a ra k hoch v chnh sch lu
di cho mt t chc
Cp cao nht: Chin luc cng ty
Chin thut: k hoch nhm t mc tiu
ngn hoc trung hn, tc nhng ct mc
trong c chui chin lc
Qun tr Dch v

55

Strategy is all about what happens before

you even get to the battlefield.
Tactics are all about what is actually done
in the battle itself.

Qun tr Dch v

21/PPT/210/0303

56

Ti sao cn phi c mt
chin lc?

Qun tr Dch v

57

Chin lc tt, thc hin

hiu qu s gip..
Nh qun l, nhn vin
mi cp
Xc nh mc tiu
Nhn bit phng
hng hnh ng
Gp phn vo s
thnh cng ca b
phn, t chc
Qun tr Dch v

58

 Mt t chc khng c chin lc th

cng v nh mt ngi li xe trn
ng di khng c bn

Qun tr Dch v

59

Chu
ttn
n tti
i cca
a ssn
n ph
m
Chu k
k
phm
hay
ch vv

hay d
dch
DEVELOPMENT INTRODUCTION

Sales

Market
Research

Market
Launch

Resource
Planning

High
Investment

Product
R&D

Minimum
Profits

GROWTH

MATURITY

SATURATION
& DECLINE

Period of
growth and
greatest
profitability

Sales still
buoyant,
reducing
profitability

Product
approaching
phase out or
modification

Time
Qun tr Dch v

22/PPT/210/0802

60

Hy cho bit nhng sn phm/dch v sau

ang vo giai on no ca vng i:
Chng thc, gii quyt giy t vo th 7
Dch v nhn tin qua my nhn tin
DV giao dch ti sn vng, S giao dch
chng khon
Dch v kho vn, logictics..
Dch v o to trng quc t..
T vn nh ghen
Dch v o to ca s, nhm ht, t chc
live show, pht hnh bng-a
Mua hng qua mng internet

Qun tr Dch v

61

Quy trnh qun l chin lc

c Craig & Grant tm lc trong MOST

Mission: nhim v
Objectives: mc tiu
Strategy: chin lc
Tactics: chin thut

Qun tr Dch v

62

Nhim v
Mc tiu
Mi trng

bn ngoi

Lp chin lc

Mi trng

bn trong

Chin thut
thc hin
nh gi hiu
sut hot ng
Qun tr Dch v

63

Khng nh nhim v
..l vic c kt tm nhn ca vin chc cao
cp v vn t chc doanh nghip s i
u trong 5-10 nm ti

Qun tr Dch v

64

Quy trnh pht trin chin lc

Phn tch ngoi cnh

Phn tch ni b
Cc
chin lc
khi qut
Phn tch mi
trngni b

Cc chin lc khi
qut

Qun tr Dch v

22/PPT/350/0802

Thit lp ngn sch

ym tr chin lc
Phn tch cnh tranh
xut chnh sch, h
thng thng tin v kim
tra thch ng
M hnh chn la
chin
Khen thng
vlc
ng
lc st vi thc hin mc
tiu v chin lc

65

M hnh phn tch SWOT

Cng c hu hiu nm bt
tnh hnh v ra quyt nh
nh gi trin vng hay ch
th:

Cng ty
Sn phm/thng hiu
xut/ tng kinh doanh
La chn chin lc
nh gi i tc/nh cung cp
Thu ngoi/c hi u t
Phn tch/nh gi i th

Qun tr Dch v

66

Qun tr Dch v

67

SWOT a ra 4 chin lc: SO-WO-ST-WT

Internal
Strength

Weakness

Opportunities
Capitalize these

Improve these

Monitor these

Eliminate these

External

Threat
Qun tr Dch v

22/PPT/220/0802

68

Chin lc to khc bit?

Qun tr Dch v

69

Chin lc khi qut

LI TH CNH TRANH

Tm
cnh
tranh
Qun tr Dch v

Chi ph thp

Bit ha sn
phm

Rng

Gi thnh h

Bit ha sn
phm

Hp

Trng im chi Trng im bit

ph
ha sn phm
70

Chin lc khi qut

Hp Boston
Bn cn phi lm g nu sn phm/dch v hay n v
kinh doanh ca cng ty c:
t l tng trng tng i cao v th phn cao (v
tr ngi sao)?
t l tng trng tng chm nhng c th phn cao
(v tr b sa)?
t l tng trng tng i cao nhng th phn thp
(v tr du hi hay nhng a tr c vn )?
t l tng trng tng km v c th phn thp (v
tr ch mo)?
iu quan trng nht cn ch trong vic thc thi
chin lc ca t chc hay cng ty

Qun tr Dch v

71

Bch phn th phn

Cao
Cao

T
T l
l
tng
tng
trng
trng

Cnh tranh cha nhiu

Cu mnh
D lm gi
Li nhun cao do s lng bn nhiu
v kinh t v quy m
Tip tc u t
Nu khng, c xu hng dch chuyn xung
cash cow

C th hng li t nhng u t trc y

hay knh PP tt
Cn bit duy tu, bo dng, qun l chi ph tt

Thp
SP mi hay p dng cha ph bin
Phi c nguyn tc qun tr hay pht trin kinh doanh
Li nhun bin cao nhng chi ph cho nghin cu,
pht trin, thng tin th trng, qung ca cng cao
Vn cha c li cho n khi dch chuyn qua Rising Star

CN PHI LM G???

Thp
Qun tr Dch v

22/PPT/220/0802

72

Thc thi chin lc

XD t chc c kh
nng thc hin chin
lc

Thc hin chc nng

lnh o chin lc

To nn VH Cty ph hp
chin lc

Qun tr Dch v

22/PPT/350/0802

Thit lp ngn sch

ym tr chin lc

Thc thi
chin lc

xut chnh sch, h

thng thng tin v kim
tra thch ng

Khen thng v ng
lc st vi thc hin mc
tiu v chin lc

73

Phn ln chng ta ra quyt nh

da trn kinh nghim
(Theo mt nghin cu ca i hc Tel Aviv, Israel)

Con ngi him khi

phn tch thu o
tnh hung da trn
nhng suy lun
khoa hc v cc con
s thng k.

Qun tr Dch v

74

 Ht chng 3

Qun tr Dch v

75