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Sd 253, Thdng Mttdi MQt nam 2011

SU THOA MAN CUA KHACH HANG DOI VOfl CHAT Ll/QfNG

DjCH VU HE THONG SIEU THI VINATEX-MART
TS. HA NAM KHANH GIAO & ThS. NGUYEN TAN VU *
Nghien c&u ndy xem, xet mdi quan hf giUa sii thoa mdn khdch hdng vd cdc yeu td
chdt liipng dich vg cua hf thdng sieu thi Vinatex-Mart. Cdc mdi quan hf ndy diipc
kiem dinh vdi, 320 khdch hdng ciia sieu thi Vinatex-Mart tgi TP.HCM. Thang do RSQS
(Dabhokar & ctg, 1996) diipc sU dgng, co dieu chinh cho phii hpp v&i dieu kifn VN.
Phiicfng phdp phdn tich do tin cdy Cronbach's Alpha, phdn tich nhdn td khdm phd
EFA, cung v&i phdn tich hoi quy bgi diipc sii dung v&i phiiOng tifn ho trp Id SPSS 16.
Kit qud nghien c&u cho thdy co 5 thdnh phdn cda chdt liipng dich vu sieu thi co
quan hf nhdn qud v&i sii thda mdn cua khdch hdng: chinh sdch phuc vu, thugn tifn
mua sam, dg tin egy, ndng liic phuc vu, gidi quyit vdn de. Nghien c&u de ra mgt sd
kiin nghi cho ban ldnh dgo nhdm ndng cao chdt liipng dich vu di ldm tdng sii thoa
mdn khdch hdng.

1. Khai quat
Nam 1995, VN chi cd 10 sieu ihi vd 2 irung
tam thttcfng mai, de'n nay cd hon 400 sieu ihi, 60
irung idm thttcfng mai, 2.000 ctta hang mua sdm
tien lgi vd hon 900.000 cac loai ctta hdng khac.
Cdc chuyen gia d\i bdo, trong vdng 2 nam tdi, so
Ittgng sieu thi, trung tam thttcfng mai cdn tang.
Ngodi cdc he thd'ng sieu thi do nttdc ngodi dau itt:
Metro, Big C, Lotie... hon 10 he thd'ng sieu thi
irong nttdc cd mang Ittdi ttt 5 de'n 50 diem kinh
doanh nhtt Vinatex-Mart, Co.op Mart, Citimart,
Hapro, Fivimart..
He thong Sieu thj Vinatex-Mart thugc Tap
doan Dei May VN, thdnh lap ngdy 10/10/2001, la
chudi sieu thi tong hop, trong dd det may la
ngdnh hang chu life. Vdi phttOng chdm "Chdm sdc
ban ttthg dttdng kim mui chi", Vinatex-Mart ludn
no life hodn thien minh, ludn quan tdm cham sdc
khdch hdng, tao svf tin tttdng cua ngttdi iieu dung.
De phdt trien tbttOng hieu Vinatex-Mart, viec
khao sat sif thda man cua khdch hang la ra't can
ihiet. Qua dd, cdng iy se ed each nhin todn dien
hon ve cac ye'u to anh httdng de'n sif thoa man
khdch hdng vd cha't IttOng dich vu sidu thi, itt dd
tap irung td't hon cho viec hoach dinh cai thien

' Trudng Dai hgc Tai chinh - Marketing

dich vu vd phan phoi nguon life, va do cung chinh

la nen tang cho lgi the canh iranh.

2. Co scr iy thuyet
2.1 Chdt liipng dich vu sieu thi
Theo TCVN va ISO 9000, chai Ittgng dich vu
la mttc phu hgp cua san pham dich vu so vdi cac
yeu cau de ra hoac dinh irttdc ciia ngttdi mua.
Lehiinen, U & J.R. Lehiinen (1982) cho la chat
Ittgng dich vu phai dttgc ddnh gia iren hai khia
canh: (1) qua irinh cung cap dich vu vd (2) kei
qua cua dich vu. Gronroos (1984) de nghi hai linh
vttc cua chat Ittgng dich vu: (1) cha't Ittgng ky
thuat vd (2) chat Ittgng chttc nang. Parasuraman
& ctg (1985, 1988) dtta ra md hinh 5 khoang each
va 5 ihdnh phan chd't Ittgng dich vu, ggi tat la
SERVQUAL, thang do nay dttgc danh gid Id khd
todn dien (Svensson, 2002).
Dabholkar & ctg (1996) nghien ettU chdi lugng
dich vu cua nhieu loai hinh ban 16 khde nhau va
dtta ra md hinh chd't Ittgng dich vu bdn 16 sieu
ihi. Md hinh ggi tat la thang do RSQS (Retail
Service Quality Scale), dttgc dieu chinh va phat
trien ttt thang do SERVQUAL, gom 28 bien quan
sat irong 5 ihdnh phan: ittttng idc ca nhan,

PHAT TRIEN THUONG MAI

VA DjCH vy TAI VN

PHAT TRIEN KINH TE

Sd 253, Thdng MUdi Mdt ndm 2011

phttOng dien vai chai, iin cay, giai quyii vd'n de,
chinh sdch sieu ihi. Thang do RSQS dd dttOc
danh gia la kha hodn chinh cho vide cbo vice
danh gia chai IttOng dicb vu hiin 16, sieu ihi
(Mehia & cig, 2000).
Mohia & cig (2000) kiem dinb bai md binh
SERVQUAL va RSQS cbo dicb vu ban 16 bang
dien itt va sieu ihj iai Singapore vd da dtta ra
mgi md binh chd't Ittgng djch vu dieu cbinb, ggi
tat la md hinb MLH (vilt idi itt tdn cua ba idc
gia Mehia-Lalwani-Han), bao glm 5 ihdnh phan
vdi 21 bien quan sat: nhan vicn phuc vu, cO sd
vdt chai, hang boa, iin ittdng, cbo dau xe.
Nguyen Dinb Thg & cig (2003) kiom dinb va
dicu chinh itt ihang do SERVQUAL, RSQS,
MLH, xay difng ihang do chd't IttOng djch vu sidu
thi d VN, bao gom 5 thdnh phan vdi 20 bien
quan sdi: chung loai hang boa, khd ndng phuc vu
cua nhan vien, tnfng bay irong sieu ihj, mat
bang sieu ihj, an todn trong sieu thj.
2.2 SyC thoa mdn cua khdch hdng
Cd rai nhieu djnh nghia ve stt thda man cua
khdch hang: iheo Oliver (1997), stt thda mdn la
su phan tthg cua ngttdi iieu dung dd'i vdi viec dttgc
ddp ttng nhtthg mong mudn irong viec iieu dung
san pham hoac dicb vu, bao gom ca mttc do ddp
ttng iren vd dttdi mttc mong dgi. Ben canh dd, md
hinh Teboul (Dale & ctg, 1999) cho thd'y cdi nhin
ve sif thda man khdch hdng rdi don gidn: chi Id
diem gap nhau hay dien tich trung nhau gitta kha
nang cua doEmb nghiep vd nhu cau cua khdch
bdng.
Theo Kotler (2001), sif thda mdn Id mttc do
trang ihdi cam gidc cua mdi ngttdi bdt dau itt viec
so ?dnh k i t qua thu dttgc itt san pham/djeb vu vdi
nhttng ky vgng cua ngttdi dd. Md binh Kano
(2000) ve SLf thda mdn khdch bang phdn chia
thudc iinh bdng hda vd dich vu ra 3 loai: cdn ban,
ihifc hien vd kich thich theo mttc do ddng gdp cua
chung len sif thda mdn khdch bdng.
2.3 Quan hf chdt liipng dich vg vd sii
thoa mdn cda khdch hdng
Nhieu nghien ettU cho tha'y cha't Ittgng djch vu
vd Stt thda mdn nhu cau khdch hdng Id hai khdi
niem phan biet (Zeithaml & Bitner, 2000), dong
ihdi da kiem djnb vd chttng minh md'i quan be

10

PHAT TRIEN THUONG MAI

VA DjCH vy TAI VN

gitta chd't Ittgng djch vu vd stt ibda mdn khdch

hdng (Cronin & Taylor, 1992; Spreng & Mackoy,
1996). Song rd't it nghidn cttu tap trung vdo viec
kilm djnb mttc dd giai ihich cua cdc thdnh phan
chd't IttOng djch vu dd'i vdi stt thda man khdch
bang (Lassar & ctg, 2000). Zeithaml & Bitner
(2000) xem cbd'i Ittgng djch vu nhtt Id mdt ylu to
idc ddng vdo sif ibda mdn cua khdch hdng.
Chait luong djch vy
(Sorvico Quality)

NhOng nhSn \6 tinh

hu6'ng
(Situation Factors)

Chat luong skn p h i m

(Product Quality)

Sy thda man cua

khach hang
(Customer
Satisfaction)

Gia
(Price)
NhQng nhn to ca nhan
(Personal Factors)

Hinh 1. Mdi quan h$ gitta chat Itt0ng djch vy va

stt thda man khach hang
Ngudn: Zeithaml & Bitner (2000), Services Mari(eting,
McGraw-Hill.

2.3 Md hinh nghien c&u

Md hinb nghien cttu dttgc de xud't dtta tren
ticn do ban dau Id cdc ye'u to chat Ittgng djch vu
sieu thj se dnh httdng len mttc do thda man ciia
khdch hdng. Trong dd, cdc ylu to chat lifcfng djch
vu sieu thj dttgc do bdng thang do RSQS
(Dabholkar & ctg, 1996).
Cd sd v$t chat
D$ tin c$y
NSng lyc
phuc vu

s y thda
man cua
khach hang

G i i i quyet
va'n 66
Chinh sach
phyc vy

Hinh 2. Mo hinh nghien cttu

P H A T T R I E N KINH TE
Sd 253, Thdng Mttdi Mpt nam 2011

3. PhiTtfng phap nghin cuTu

Nghien ettU djnh iinh lan 1: Dd'i ittgng la
nhOfng nha quan ly, chuyen vien irong iTnh vttc
sieu ihj irong ngi bg cdng ty; stt dung phttOng
phdp phdng vaii chuyen gia, nhdm liet kc nhttng
y kiln vd quan diem ve nhttng ye'u io chai Ittgng
djch vu.
Nghien cttU djnh iinh lan 2: Dung ky thuat
ihao luan tay ddi mdu ihuan iicn 10 ngttdi, dtta
iren ddn bdi ihao ludn cd sin. Kei qua la itt
thang do chat Ittgng djch vu sieu ihj liSQS
(Dabholkar, 1996), 3 biln bj loai, 4 bid'n dttgc
them vdo, thang do hieu chinh gom 5 ihanh
phan: co sd vai chat (7 bie'n), do tin cay (6. biln),
nang life phuc vu (8 biln), giai quye't van de
(3 bie'n), cbinh sdch sieu thj (5 bicn).
Nghien cttu dinh Ittgng: Kit qua cua nghien
cttu dinh tinh dttgc stt dung de lap bang cau hoi
chinh ihttc. Thd tuc chgn mau ihuan tien (phi xac
sudi) ttt nhttng ngttdi mua sam tai Vinaiex-Mari,
dtta tren co sd dtt lieu ve khdch hang than thiei
vd khdch hang tham dif cdc dgt khuye'n mai. So
bang cau hdi dttgc phai ra la 320, chia deu cho 4
sieu ihj Vinatex-Mart: Khdnh Hgi, Tan Thuan,
Lanh Binh Thang, Ly Thttdng Kiet. Bang cau hoi
kit hgp phat trttc tie'p tai sieu ihj, gtti qua bUU
dien vd hdi trttc tiep tan nhd.
4. Ket qua nghien cuTU
4.1 Thdng tin mdu nghien c&u
Cd 320 bang cdu hdi dttgc phdt ra, k i t qua thu
ve 300 mdu hgp le. So ngttdi iham gia nghien cttu
c6 do tuoi ttt 18 din tren 50, trong dd cao nhai la
itt 26 den 35, chiem 73,6%. Ve thu nhdp, da so
(80,4%) cd thu nhdp ttt 2 de'n 8 trieu dong/thdng,
so ihu nhap tren 8 trieu dong/thang chi chiem
16,7%. Da so khdch hdng di sieu ihj ttt 1 de'n 5
lan, trong dd so di 2 lan/ihdng chiem iy irgng cao
nhd't (42%), ngodi ra cd 1% di sieu thi rat thttdng
xuyen (khoang 10 lan/ihang).
Cac thang do dttgc ddnh gid so bg ihdng qua
hai cdng cu chinh: (1) He so tin cay Cronbach's

tccwoii*cixviiow(wntvw

alpha, (2) PhttOng phdp phan ifch yeu io khdm

pha EFA (Exploratory factor analysis).
4.2 Ddnh gid cdc thang do bdng hf sd tin
egy Cronbach's cUpha
He s l Cronbach's alpha dttgc stt dung irttdc de
loai cac bien khong phu hop. Td'i ca cac ihanh phan
deu cd Cronbach's alpha ldn hon 0,7 (Bang 1). Cdc
be so ittOng quan bie'n ilng cua cdc bicn do
Ittdng deu ldn hon 0,3, dai iieu chuan cho phep
(Nunnally & Burnsiein, 1994). Vi vay, cdc bie'n do
Ittdng ihdnh phan nay deu dttgc stt dung irong
phan iich EF'A ticp iheo.
Bang 1. Hg sdtin cdy Cronbach's alpha
Thanhjjhan
Co sd vat chat hOu hinh
Do tin cay
Gidi quyet van de
Chi'nh sach phuc vu

Cronbach's alpha
0,8472
0,7923
0,8763
0,8325

4.3 Phdn
tich nhdn
td khdm
phd
(Exploring Factor Analysis- EFA)
Cac bien quan sai da dai yeu cau ve
Cronbach's alpha dttgc dtta vao phan iich EFA.
Kei qua la he so KMO = 0,687 (gitta 0,5 va 1) d
mttc y nghia Sig.= 0,000 irong kiem dinh ICMO
and Barlett's, thoa dieu kign trong phan iich
nhan to. 6 nhan to dttgc trich iai Eigenvalue la
1,140, va phttOng sai tong inch dttgc la 78,684%
(ldn hon 50%), iai ca he so chuyen iai deu ldn
hon 0,4 (Gerbing & Anderson, 1988). Thanh
phan CO sd vai chat dttgc tdch thanh hai nhdn to:
Co sd vai chai va Thuan tien mua sdm. Ca 6
nhdn to vtta trich dttgc deu ibda dieu kien he so
Cronbach's alpha > 0,6.
4.4 Dieu chinh md hinh nghien c&u
Dtta iren kci qua phan iich EFA d Bang 2,
ihang do chai Ittgng djch vu sieu ihj cdn lai 24
bie'n do Ittdng 6 nhdn to: eO sd vat chat, do iin
cay, nang life phuc vu cua nhan vien, giai quyei
van de, chinh sdch phuc vu, ihuan iien mua sdm.
Md hinh ban dau dttOe dieu chinh de ihifc hien
cdc kiem nghiem tie'p iheo (Hinh 3).

PHAT TRIEN THUONG MAI

VA DjCH vy TAI VN

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PHAT TRIEN KINH TE

S6 253, Thdng MUdi Mpt nam 2011

Bdng 2. Ket qud EFA cua thang do chd't Ittgng djch vg

sieu thj
Stt

Bien
quan sat

HI ^

Cdc ihdnh phan chdi IttOng djch vu sieu

ihj dttgc dtta vdo phdn tich de kiem djnh
md binb, gid irj cdc thdnh phan Id trung
binb cua cdc bid'n irong ihdnh phan do.
Phdn iicb ittOng quan bdng be so' tttOng
quan Pearson dttOc tbifc bidn, kd't qua cho
thd'y md'i ittong quan cimg chilu gitta 6
nhdn id' cd'u ihdnh ihang do chd't Ittgng
djch vu sidu thj, vd vdi stt thda mdn cua
kbdcb bang ve chat IttOng djch vu sieu thj.

sS t^i nhan t6 cua cdc th inh phtfi1

1
NLPV4
2 _ _ _NLPV8
NLPV7
3
NLPV1
4
_NLPV5
5
NLPV3
6
NLPV2
7
8
csyci
9
CSVC3
10
CSVC2
11
DTC2
12
DTC3
13
DTC1
14
DTC4
csycs
15
16
csyc6_
17
CSVC7
18
GQVD2
19
GQVD1
20
GQVD3
CSPV4
21
22
CSPV2
23
CSPV3
24
CSPV1
Gia tri Eigenvalue

10,108

3,087

1,639

1.503

1,408

0,701_
0,676
0,657
0,637
1,140

Phuong sai trich

42,118

12.861

6,828

6,262

5,865

4,749

Crqnljach's alpha

0,898

0,850

0,799

0.835

0,876

0,851

0,872
0.818
0.804
0,719
0.641
0.551
0.497

0,966
0,806
0.598

4.5 Phdn tich hoi quy

Phan tich b6i quy dttgc tbi/c bien vdi 6
bie'n ddc Idp: CSVC, DTC, GQVD, NLPV,
CSl'V, TTMS vd mdt bid'n phu thugc
TMKH, phttOng pbdp dtta vdo mdt lugt
(Enter). Ke't qua cbo thay md binb co R^ =
0,455 vd R^ bidu chinb Id 0,444, vdy stt phii
hgp cua md hinb Id 44,4%, bay ndi each
khde, 44,47c stt bie'n thien cua stt thda man
kbdcb bdng dttgc giai thich bdi 6 bie'n quan
sdi (Bang 3).

0,850
0,719
0,624
0,772
_0,652_
0,644
0,626
0,842
0,828
0,513

Thd'ng ke mo hinh

R^

R'
hi^u
chinh

0,455

0.444

Mo
hinh

Ghi chu: PhUOng phap trich: Principal Axis Factoring.

Phuong phap quay: Promax with Kaiser Normalization.

1 I 0.675(a)

Ndng luc phgc vg

I Sai so'
chuan
cua ttdc
0.37165

Bdng 3. K't qud hoi quy cue mo hinh

Bdng 4. Bdng phdn tich phttOng sai ANOVA
^

Sy th6a man
cua khdch
hdng

Md
hinh

Binh
phUdng
trung
binh

binh
df
phUdng 1

j H6i
quy

33,853 1

5,642

40,471 1 293

0,138

j Sai s6

Chinh sach phyc vg

j Tong

74,324

1299
1

Hinh 3. Mo hinh nghien cttu dieu chinh

12

PHAT TRIEN THUONG MAI

VA DjCH vy TAI VN

40,849

Sig.

0,000

P H A T T R I E N KINH TE
So 253, Thdng MUdi MQt nam 2011

Bdng 5. Bdng torn tdt cac hg so' hoi quy

Hg so' chtta chuan hod

Md
hinh
1

Sai so' chuan

Hang so

1.006

Nang ittc phuc vg

0.217

0,055

Co sd vat chat

Hg so ch uan hoa
Gia trj t

Beta

tuyen

Thdng l<(
Mttcy
nghTa

Op
ch
nh|n
chjp

VIF

5,338

0,000

0,227

3,976

0,000

0,571^

1,752
1,610

0,188 I

-0.025

0.049

-0,028

-0,512

0,609

0,621

Do tin cay

0.202

0J349

0,237

4,142

0,000

0,568

Thuan tien mua sdm

0,227

0^051

0,259

4,450

0,000

0,547^

1,828

0.185

0,061

0,185

3,017

0,003

2,016

0,300

0,060

0,321

4,990

0,000

0,496
0,450

i Giai quyet van de

Chinh sdch phuc vg

2,225 i

Bdng 6. Trung binh cdc nhan td' cua thang do chat Ittgng djch vg sieu thj

Nang lUc phuc vu

Co sd vat chat
Do tin cay
Thuan tien mua sam
Giai quyet van de
Chfnh sdch phuc vu
Gia tri N

So' quan
sat
300
300
300
300
300
300
300

Td'i thieu
2,43""
2.33
3.00
2,25
2,33
3,00

Phdn tich ANOVA (Bang 4) cho thd'y thdng so'

F = 40,849 cd mttc y nghia Id 0,000, chttng id
rang md binh boi quy phu hgp vdi bg dtt lieu ihu
thap dttgc. Ket qua hoi quy cho thay chi cd 5 bie'n
dat mttc y nghia 0,05 (Bang 5) la NLPV (nang life
phuc vu), DTC (do iin cay), TTMS (ihuan tien
mua sam), GQVD (giai quye't van de), CSPV
(chinh sdch phuc vu). Hien tttOng da cdng tuyen
gitta cdc bie'n ddc lap cd anh httdng khdng ddng
ke vi be so' VIF deu < 10. PhttOng trinh hoi quy
cd dang nhtt sau:
TMKH = 1,006 + 0,217*NLPV + 0,202*DTC +
0,227*TTMS + 0,185*GQVD -K 0 , 3 0 0 * C S P V
Trong dd, chinh sdch phuc vu cd he so' hoi quy
ldn nhd't (0,300), tie'p theo Id thuan tien mua sam
(0,227), nang life phuc vu dttng d vi tri thtt ba
(0,217), do tin cay thtt ttt (0,202), giai quye't va'n
de la ye'u td cd he so' h6i quy thd'p nhat (0,185).
Rieng ye'u td co sd vat chd't bj loai ra khdi phttOng
tnnh boi quy (mttc y nghia Id 0,609 >0,05), dieu
ndy khdng cd nghia la ye'u id' nay khdng gdp

To'i UU
4,86
5,00
5,00
4,75
4,67
5,00

Trung binh
3,2819
3.5089
3,8611
3,4817
3,5867
4,0000

Dp lech chuan
0,52132
0,55830
0,58500
0,56928
0.49775
0.53279

phan vao sif ibda man khdch hang, ma cho bie't,

hien nay, dau ttt them vao co sd vai cha't se
khdng lam thay doi dang ke mttc do ibda man
Clia khach hdng.
4.6 Anh hii&ng cda cdc nhdn td din chdt
liipng dich vu sieu thi
Vdi thang diem ttt 1 (hodn todn khdng dong y)
de'n 5 (hoan toan dong y), ke't qua cho thay ca 6
ye'u id deu dai iren mttc trung binh. Trong dd,
ye'u to chinh sach phuc vu dttgc ddnh gid cao
nha't, cdn ye'u id nang life phuc vu ciia nhan vien
bj ddnh gid Id tha'p nhdi (Bang 6).

5. Krt luSn va ki^n nghj

5.1 Kit lugn
Ke't qua nghien cttu cho thay ihang do chd't
Ittgng djch vu sieu ihj gom 6 ihanh phan. Tuy
nhien, chi cd 5 thdnh phan cua cha't Ittgng djch
vu sieu ihj Id cd quan he nhdn qua vdi sif ibda
man cua khdch hdng, trong dd chinh sdch phuc
vu ide ddng ldn nhd't, tie'p theo la thuan iien mua

PHAT TRIEN THUONG MAI

VA DICH VU TAI VN

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I^yyat; if^iprtm.m wv*w

So 253, Thdng MUdi M$t ndm 2011

sdm, do iin cay dttng d vi iri thtt ba, ibtt itt la

nang life phuc vu, giai quyei van de ia yd'u id' co
idc dgng thd'p nhai. Ca sd vat cliai bj loai ra khdi
phttcmg irinh hdi quy, nhttng van .so la mfti quan
idm ihttdng xuyen ciia bai ky siou ihi nao.
Kci qua nghidn cttu cung cho ihay khach hang
danh gid chtta cao ciic yeu (o chat IttOng djch vu
sieu ibi Vinatex-Mart. irong dd nang life phuc vu
dttgc danh gia thap nhai, ke don la ibudn iien
mua sftm, va sd vai chai, giai quyel van dv, do iin
cay, cdn dttOc ddnh gid cao nhai la yen 16 cbinh
sach phuc vu.
Qua dd, c6 the nhan dinh sidu thj VinatexMart da ldm khd idt khdu cbfnh .s;'ich phuc vu, va
chinh yeu td ndy cung cd tdc dftng ldn dd'n stt
ibda mdn kbdcb bdng Vinatex-Mart. Bdn canb
do, cung cdn nhieu vide can phai quan idm dc
nang cao stt thda man kbdcb bdng qua chat Ittgng
dicb vu sieu thj. Ke't qua cua nghien cttu nay giup
cho ban lanh dao hieu bie't dttOc sif ddnh gid ciia
khach hdng dd'i vdi chdi Ittgng djch vu sieu ihj; cd
the dtta ra nhttng cbinh sdch phu hop, dung ddn
cbo cdc bd phdn lien quan. Nghien cttu cung dtta
ra mdt sd kie'n nghj nhdm cai thien chat Ittgng
djch vu sieu ihj de ibda man kbdcb hdng idi hon.
5.2 Kiin nghi
Mgt la, chinh sdch phgc vu
Nhin chung, cbinb sdch phuc vu cua sieu ihj
Vinatex-Mart dttgc khdch hang ddnh gid d mttc
khd (ttt 3,29 de'n 4,13), trong dd cdc nhdn hieu
hdng hda bdn trong sieu ihj cd uy tin thttong hicu
Id ihanh phan cd dicm cao nhd't (4,13), thd'p hon
lan Ittgi la sieu ihj bdn hdng hda chat Ittgng
(4,10), ihdi gian boat ddng cua sieu thj thudn lgi
cho khach hang (4,07), sieu ihj cd cbo gitt xe an
todn yd rgng rai (3,71) vd thd'p nhai Id sieu thj
cung cap djch vu bdng boa vdi gid ca hgp ly
(3,29). Mdi sd giai phdp dc xua't nhtt sau:
Hdng cd uy iin, ihttOng hieu: Phdng thu mua
pbai dtta nhtthg hdng hda cd uy iin, hang VN
chd't Ittgng eao vdo sieu thj, dong ihdi, cung nen
khai thdc nguon bdng cbd'i IttOng cua nhttng nhd

14

PHAT TRIEN THUONG MAI

VA DjCH vg TAI VN

cung cap vtta vd nbo de lam phong phu mat

hdng. Sidu ihi ciing can dac bi^i chu y xdy dUhg
nhdn hang ridng, ban dau nen tap trung vao
nhttng nhdn hdng la the manh nhtt may mSc, roi
md rOng ra dd iSng sttc canb tranh tren ihi
irttdng.
(;hd'i Ittgng bang boa: Sieu ihj phdi quan idm
nhieu de'n cbd'i IttOng hdng hda, khdng bdn bdng
khftng rd xudi xtt, chat ittgng khdng dam bao, ddc
biOi la hang ibifc pham, pbai chu y thdi ban sd
dung, ve sinb an todn, nhan vidn phai kiem tra
ihttdng xuydn dc cd kc hoacb d6i hang, hdng gan
hei ban pbai dttOe Id'y ra khdi cdc qudy hdng, tii
dftng, iii mdt. Dd'i vdi hang tttOi sd'ng, rau qua,
cdn cd gidy chttng nhan vd sinh an todn ihttc
phdm.
Noi gtti xe: Sieu thj can quan tdm noi gtti xe
tttOng xOfng vdi quy mft sieu thj va IttOng idiach
de'n. Sidu thj can tinb todn dien tich bai xe, thie't
ke Ifti vdo va ra rieng biet. Can cd cdc bang bieu
httdng dan, cd nhdn \ ien bao \e cd trdch nhiem
httdng dan. Can irang bj may quet dc ghi lai so
xe nhanh, trdnh un tdc. Ve lau ddi, nen dau ttt
may quan sat a bdi xe. Ngodi ra, sieu tbi can co
cbo ddu xe cho ft td, taxi. To chttc gitt xe mi5n phi
cho kbdcb hdng.
Thdi gian boat ddng: Sieu thj boat dgng ttt 8
gid de'n 22 gid, dttOe ddnh gid khd td't. Vdo nhCDng
ngdy cud'i tuan, lc ici, sieu thj nen ddng cijfa
khuya hon. Nen thdng bdo ddng ctta bdng loa,
den.
Gid cd hop ly: Kbdcb bang rd't nhay cam vdi
ye'u id gid, do dd, can ihttdng xuyen kiem sodt gia
d mttc khdch hang chd'p nhdn. Sieu thj can mua
bdng vdi sd Ittgng ldn, tan gdc ttt nhd san xua't, c6
ke' hoach ddt bang ddi ban.
Hai Id, thugn tifn mua sdm
Thdnh phan thudn tidn mua sdm dttgc khach
bdng ddnh gid d mttc tren trung binb (ttt 3,35
de'n 3,68), bao gom: (1) tnmg bdy bdng hda d
tim tbeo timg ngdnh hdng, (2) mat bdng bo' tri
thudn tien dd' di lai mua sdm, (3) cdch bd' tri gian

P H A T T R I E N K I N H TE
S6'253, Thang MUdi Mot ndm 2011

hdng, irttng bdy san pham, bang hieu dep va d'n

ittgng, (4) hang hda day du dap tthg dttgc nhu cau
khdch hdng. Mgi so' van de can cdi tie'n:
Sap xe'p trttUg bay hdng hda theo chung loai.
Hdng hda tnfng bdy irong sieu thj ludn day
ap iren cdc ke hdng, tu qudng cdo... Khdng ndn
tnfng bdy qud cao.
Trang iri ben trong sieu ihi, dac biet la
nhttng kg hdng pbai ludn dttOe cham chui, mdu
sac hdi hda.
Sieu thj phdi dttgc thie't ke', bo iri cd khoa
hgc, cd ldi vdo ldi ra rieng, trong sieu thj ludn cd
nhttng bang httdng dan rd rdng giup khdch hang
de ddng djnb vi tim kiem nhttng hdng hda can
mua sam.
Am tbanh vtta du nghe, khdng anh httdng
de'n qud trinb lifa chgn cua kbdcb hang.
Anh sdng phai day du, khdng nen de idi se
lam hdng hda nhin xud'ng mdu, khdng Ifti cuon
kbdcb bdng.
Nhiet do trong sieu thi ludn mat me, ldm
khdch hang thoai mdi mua sdm.
Ba Id, nang Itic phuc vu
Thanh phan ndy dttOe khdch hdng ddnh gia
khdng cao (ttt 2,96 de'n 3,41), bao gom: (1) Nhan
vien sieu ihj cd du kie'n thttc ve san pham va dich
vu, (2) Tdc phong cua nhdn vien tao stt tin tttdng
vdi khdch hdng, (3) Kbdcb bdng cam thd'y an
todn khi mua sdm tai sieu thj, (4) Nhdn vien bie't
dttgc nhtthg nhu cau cua kbdcb bdng, (5) Nhdn
vien tra ldi chinh xdc thdi diem nhttng dich vu
dttgc ihifc hien, (6) Nhdn vien the hien stt quan
tam de'n khdch hdng, (7) Nhdn vien ett xtt ljch sif
va giai ddp thdrig tin rd rang cho khdch bdng.
Mgt so' cai tie'n can quan tam:
Hudn luyen nhan vien ve sdn pham, ve
nhtthg thong iin khuye'n mai dang thifc hien
trong sieu thj de ttt vd'n cho khdch hdng.
Hud'n luyen nhan vien ve ky ndng giao tie'p,
each mdi chdo kbdcb bang, dac biet Id kha nang
ndm bat tam ly kbdcb bdng.

Nhan vien luftn cd idc phong chuyen nghiep,

dong phuc chinh i6, bang ten day du.
Luftn quan sdi xung quanh vd chu dgng giup
dd khach hang.
Tie'p cdn khach hdng iheo dttdng cheo, tao stt
than thidn, itt dd khdch bdng d5 dang chia se
ihftng iin.
Kin ddo quan sai cdc dft'i ittgng kha nghi
irong sieu thj, iranh lam cho khach hang khd
chju.
Can tang sft' Ittgng nhan vien d quay djch vu
khdch bdng, quay gitt do vd quay ihu ngan irong
nhttng luc eao diem.
Bdn Id, dg tin egy
Thdnh phan ndy dttgc khdch hang ddnh gid d
trung binh khd, vd gid irj cua chung ii chenh lech
(itt 3,81 de'n 3,97), bao gom: (1) Khi btta ihifc hien
mgi dieu gi vao khoang ihdi gian nhai dinh, sieu
thj se ihifc hien (stta do, doi hang); (2) Sieu ihi
cung cap djch vu dung hen (giao hang); (3) Sieu
ihj ihttc hien chinh xdc nhttng gi da cam kei.
Giai phap cai iien la:
Sieu ihi cung ttng djch vu, khuye'n mai... theo
dung thdng bao, bao chi, cam nang mua sdm.
Nhdn vien phu mang vdc ra xe cho khach
hang, hoac giao hdng idn nha mien phi dung
hen.
Tbifc hien nhanh chdng khi nhan stta do
hoac ddi hdng, iranh ldm cho khach hang chd
lau.
Thttdng xuyen ihdng bdo cho khach hang
bie't mttc doanh so' iich .luy ciia hg dai dttgc irong
cdc chttOng trinh kbdcb hang tttt dai
Ndm lil, gidi quyit vdn de
Thdnh phan giai quyei van de dttgc khdch
hdng ddnh gid d mttc iren trung binh (itt 3,55
de'n 3,72), bao gom: (1) giai quyei van de khdch
hdng gap phdi mdt cdch chdn ihdnh ihien chi; (2)
sieu thj sdn sdng giai quyei viec doi ira hang; vd
(3) nhdn vien giai quyei sif phan nan cua ban
nbanb chdng kjp ihdi. Cac mat can cai iien la:

PHAT TRIEN THUONG MAI

VA DjCH VU TAI VN

15

P H A T T R I E N KINH TE
So 253, Thdng MUdi Mot ndm 2011

Tuyet dft'i han chc' dfti co vdi khach hang

ngay iai noi bdn ve nhttng khid'u nai, phdn ndn,
md mdi hg vdo vdn phdng sidu ihi del giai quyd't
iren iinh than thien cbi.
Khftng gay khd khan khi khdch hdng md'i
the gitt xe hodc gitt do.

T6 cbttc kidm ira ihttdng xuyen bdng cdc

cbo ngttdi bi mdi gid ldm kbdcb bdng, sau dd di
ra cdc iinh budng thttc id' de xem nhdn vien gi{
quyd't nhtt ihd' ndo? Cd hgp ly khdng? Qua dd, la
kft' hoacb hud'n luygn laiB

TAI LIEU THAM KHAO

1.

Dabholkar P A, Dayle I. T., Joseph O. R. (1996), "A Measure of Service Quality for Retail Stores: Scale
Development and Validation", Journal of The Academy of Marketing Science, University Of Tennessee, Knoxville

2.

Dale, Carol, Glen, Mary (1999), Total Quality Management, Prentice Hall.

3.

Gerbing, D. W. & Anderson, J. C. (1988), An Updated Paradigm for Scale Development Incorporating
Unidimensionality and Its Assessment, Journal of Marketing Research, 25 (May), pp. 186-192.

4.

Kotler P. (2001), Nhang nguyn li tiep thi, NXB Th()ng K.

5.

Lassar, W. M., C. Manolis, & R. D. Winsor (2000), Service Quality Perspectives and Satisfaction in Private
Banking, International Journal of Bank Marketing, 18 (4), pp. 181-199.

6.

Mehta, Subhash C, Lalwani A. and Son Li Han, (2000). "Service quality in retailing: relative efficiency of aitemative
measurement scales for different product-service environments". International Journal of Retail & Distritxjtbn
Management, 28 (2), pp. 62-72.

7.

Nguyen TFinh NFin (2003), Cc yiu to 1c dpng vo sir thoa rnn cua kPich Fing siu thj tai TP. HCM, Lu^n van Thac si,
Tnrong DH. Kinh teTP. HCM.

8.

Nunnally, J. & I. H. Bernstein (1994), Pschychometric Theory, 3rd ed., McGraw-Hill, Nevi^ York.

9.

Parasuraman, A., V.A. Zeithaml, & L. L. Berry (1988), "SERVQUAL: a mutltiple-item scale for measuring consumer
perceptions of service quality". Journal of Retailing, 64 (1), pp. 12-40.

10. Zeithaml, V. A. & M. J. Bitner (2000), Sen/ices Mari<eting, McGraw-Hill, Boston.

16

PHAT TRIEN THUONG MAI

VA DjCH vy TAI VN