Lun vn tt nghip

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TM TT LUN VN THC S
Trong nhng nm gn y cc l thuyt tip th pht trin vt bc. Ngoi cc l thuyt v hnh thc bn hng tip th thng thng theo trng phi Phillip Koller, cn xut hin hnh thc tip th a cp hay bn hng a cp. Vo nhng thp nin 90 trn th gii v c bit l M pht trin hnh thc bn hng a cp ny. Nhng vo nhng nm gn y, t nm 2000 th hnh thc ny mi du nhp vo Vit Nam v pht trin ng k. Tuy nhin c s bin tng i rt nhiu v gy khng t ting xu cho ngi dn khi nghe bt k sn phm no dng hnh thc bn hng a cp. Trong s cc cng ty du nhp vo Vit Nam ni bt ln cng ty TNHH L Hi vi hnh thc bn hng a cp cc sn phm chm sc sc khe v sc p chit sut t t nhin v cc thnh phn ca cy l hi (nha am). Trong thi gian hn 6 nm cng ty t chc mng li bn hng rng khp c hai thnh ph ln v doanh thu nm 2007 t 230 t tng 71% so vi nm 2006. Mc ch ca lun vn ny l nhm nh gi mc hi lng ca cc khch hng i vi dch v bn hng a cp ca cng ty nh th no, v cng ng thi tm kim cc yu t tc ng n s tha mn ca khch hng vi dch v bn hng a cp qua xut nhng gii php qun l lin quan nhm tng cng hn na s hi lng ca khch hng cng nh tng cht lng dch v ca bn hng a cp. Lun vn c tin hnh qua hai bc, bc mt da vo l thuyt ca thang o SERVPERF v phng vn nh tnh a ra m hnh nghin cu cho lun vn. Bc hai dng phng vn nh lng thng qua vic thu thp thng tin bng bng cu hi vi 200 khch hng ca cng ty L Hi. Sau tin hnh phn tch khm ph EFA chn ra nhng nhn t mi. Dng kim nh Cronbachs Alpha kim nh tin cy ca thang o, v sau cng chy phn tch hi quy a bin cho thy mi rng buc gia cc nhn t vi s tha mn ca khch hng.

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Kt qu phn tch nhn t cho thy c su nhn t c khm ph bao gm: Cht lng sn phm v gi c, S hu hnh v thun tin, tin cy, S cm thng, Nng lc ca nh phn phi v s tin cy ca cng ty, Tnh sn sng dch v v phn hi ca nh phn phi. Kt qu phn tch hi quy cho thy nhn t c tc ng mnh n s tha mn l S hu hnh v thun tin k n Cht lng sn phm v gi c hp l, sau cng l nhn t Tnh sn sng v phn hi ca nh phn phi. Da vo phn tch hi quy cc kin ngh c a ra l : - Nu l nh sn xut hay iu hnh cng ty th nn ch trng n xy dng mt c s vt cht honh trng v hp dn, ng thi linh ng v thi gian t vn lm hi lng khch hng, v cng khng qun tnh tin li ca sn phm. - Nu l nh qun l h thng bn hng a cp th nn bt buc nhn vin c tc phong chuyn nghip v trang phc lch s khi tip cn khch hng to nn s hu hnh. - tng nng lc ca nh phn phi v thay i thi phc v khch hng ca nh phn phi, th ngi qun l h thng bn hng cn t chc cc lp hun luyn v kin thc sn phm v cng chia s quan im kinh nghim v thi phc v tch cc i vi khch hng. Ci mi ca lun vn l i tm kim mt thang o o lng s tha mn ca dch v bn hng a cp. V thang o a ra c ba nhn t tc ng n s tha mn l S hu hnh v thun tin, Cht lng sn phm v gi c hp l, Tnh sn sng v s phn hi ca nh phn phi. Tuy nhin h s R2 hiu chnh (= 36.8) cn thp, tc gi nghi ng c mt s nhn t tc ng n tng no m cha c pht hin nh l Hoa hng cho ngi gii thiu... Tc gi mong mun cc bn c s pht trin v tm hiu b sung tip tc m hnh ny.

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GVHD: TS V Th Dng

MC LC
Cc t vit tt ........................................................................................................xvi Chng 1 1.1 1.2 1.3 1.4 1.5 Chng 2 2.1 2.1.1 2.1.2 GII THIU .......................................................................................1 Gii thiu ti ......................................................................................1 Mc tiu nghin cu ...............................................................................4 Phm vi nghin cu ................................................................................4 ngha ti..........................................................................................5 B cc lun vn.......................................................................................6 C S L LUN V M HNH L THUYT..............................8 L thuyt v mt s m hnh v s tha mn ...................................8 nh ngha .........................................................................................8 Mt s m hnh v s tho mn ca khch hng ..............................9 2.1.2.1 M hnh Kano ..........................................................................9 2.1.2.2 M hnh tho mn khch hng theo chc nng v quan h ...10 2.1.2.3 M hnh l thuyt ch s hi lng ca khch hng (Customer Satisfaction Index CSI) ....................................................................13 2.2 Xy dng m hnh nghin cu ...............................................................15 2.3 Cc gi thuyt .........................................................................................18 2.4 Tm tt....................................................................................................18

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Chng 3 THIT K NGHIN CU ....................................................................19 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 Phng php nghin cu ......................................................................19 Xc nh thng tin cn thu thp............................................................19 Xc nh ngun thu nhp thng tin.......................................................20 Thit k mu .........................................................................................20 M t bng cu hi, thang o................................................................21 K hoch thu thp d liu .....................................................................23 Kt qu nghin cu nh tnh phng vn su. ......................................24 Mu .......................................................................................................30 Tm tt ..................................................................................................32

Chng 4 PHN TCH KT QU V KIM NH THANG O......................33 4.1 Thng tin mu.........................................................................................33 4.2 Thng k m t .......................................................................................34 4.3 Phn tch nhn t ....................................................................................37 4.4 Kim nh tin cy ca thang o .........................................................45 4.5 Hiu chnh m hnh nghin cu v cc gi thuyt. ...............................46 4.6 Phn tch hi quy a bin .......................................................................47 4.7 Kim nh cc gi thuyt ........................................................................49 Chng 5 KT LUN V KIN NGH ................................................................52

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5.1 Kin ngh ................................................................................................52 5.2 Kt lun...................................................................................................54 5.3 im hn ch ca ti..........................................................................55 5.4 Hng nghin cu tip theo ...................................................................55 TI LIU THAM KHO.........................................................................................57 PH LC ................................................................................................................58 7.1 Dn bi, cu hi nghin cu nh tnh....................................................58 7.2 Bng cu hi nghin cu nh lng......................................................59 7.3 Ph lc phn tch m t ..........................................................................62 7.4 Ph lc phn tch nhn t .......................................................................65 7.5 Kim nh tin cy thang o................................................................84 7.6 Ph lc phn tch hi quy a bin...........................................................88 7.7 Phc lc kim tra s khc bit ca cc nhm.........................................91 7.8 Cc nh ngha trong m hnh bn hng a cp ca cng ty TNHH L Hi ................................................................................................................94 7.8.1 Ch tiu cc....................................................................................94 7.8.2 Khch hng mua l: .....................................................................94 7.8.3 Nh phn phi (NPP) mi ...........................................................95 7.8.4 Nh phn phi..............................................................................95 7.8.5 Cch tnh hoa hng ......................................................................95

Lun vn tt nghip

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7.8.6 Hoa hng c nhn (HHCN) .........................................................96

Lun vn tt nghip

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GVHD: TS V Th Dng

HNH NH

Hnh 2.1 M hnh Kano (1984) .................................................................................9 Hnh 2.2 M hnh tho mn khch hng theo chc nng v quan h ca Parasuraman, 1994. ...................................................................................................10 Hnh 2.3 M hnh l thuyt ch s hi lng khch hng ca Vit Nam...................14 Hnh 2.4 M hnh nghin cu ...................................................................................15 Hnh 3.1 M hnh iu chnh sau phng vn nh tnh ............................................27 Hnh 4.1 M hnh nghin cu hiu chnh. ...........................................................46 Hnh 4.2 M hnh o lng s tha mn ca dch v bn hng a cp. ..................50 Hnh 7.1 Hoa hng cho cc cp ca nh phn phi..................................................95

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BNG BIU

Bng 2.1 Cc yu t o lng ch s hi lng khch hng Vit Nam ...................14 Bng 3.1 Thang o SERVPERF ...............................................................................22 Bng 3.2 Danh sch phng vn nh tnh..................................................................24 Bng 3.3 Bng cu hi c iu chnh li ..............................................................29 Bng 4.1 Thng tin thng k mu .............................................................................33 Bng 4.2 Thng k m t cc thnh t o lng s tha mn..................................34 Bng 4.3 Ma trn h s ti c xoay ln 1 ......................................................38 Bng 4.4 H s KMO-ln 7.......................................................................................41 Bng 4.5 Ma trn thnh phn c xoay-ln 7 ....................................................41 Bng 4.6 Phn tch nhn t- phng sai trch -ln 7.................................................42 Bng 4.7 Nhn t s tin cy ......................................................................................43 Bng 4.8 Nhn t Cht lng sn phm v gi c ....................................................43 Bng 4.9 Nhn t S cm thng................................................................................44 Bng 4.10 Nhn t S hu hnh v s thun tin......................................................44 Bng 4.11 Nhn t Tnh sn sng v s phn hi ca nh phn phi.......................44 Bng 4.12 Nhn t nng lc ca nh phn phi v s tin cy ca cng ty...............44 Bng 4.13 H s Cronbachs alpha tng kt .............................................................45 Bng 4.14 H s tng quan vi bin ph thuc. .....................................................47

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Bng 4.15 H s hi quy a bin ..............................................................................48 Bng 7.1 BNG CU HI PHNG VN NH LNG ..................................59 Bng 7.2 Thng k m t tui..................................................................................62 Bng 7.3 Thng k m t gii tnh ..........................................................................63 Bng 7.4 Trnh hc vn.......................................................................................63 Bng 7.5 Thng k m t trnh hc vn..............................................................63 Bng 7.6 Mi quan h m t vi nh phn phi/ sponsor .......................................63 Bng 7.7 Thng k m t s tha mn dch v chung.............................................64 Bng 7.8 Ma trn h s ti c xoay ln 1.....................................................65 Bng 7.9 H s communality-ln 2..........................................................................67 Bng 7.10 Ma trn h s ti c xoay ln 2...................................................69 Bng 7.11 H s communality-ln 3........................................................................71 Bng 7.12 Ma trn h s ti c xoay -ln 3 ....................................................72 Bng 7.13 H s communality- ln 4.......................................................................74 Bng 7.14 H s Communality ln 5 .......................................................................76 Bng 7.15 Ma trn thnh phn xoay -ln 6 .........................................................77 Bng 7.16 H s KMO - ln 7 .................................................................................78 Bng 7.17 H s communality ln 7 .....................................................................79 Bng 7.18 Phng sai trch ln 7 ..........................................................................80

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Bng 7.19 Biu SCREE PLOT- ln 7 .................................................................81 Bng 7.20 Ma trn nhn t xoay ln 7 .............................................................82 Bng 7.21 Phn tch cronbachs alpha ca nhn t tin cy................................84 Bng 7.22 Thng k h s cronbachs alpha cc bin trong nhn t tin cy ......84 Bng 7.23 Phn tch cronbachs alpha ca nhn t Cht lng v gi c ...............84 Bng 7.24 Thng k h s cronbachs alpha cc bin trong Cht lng v gi c .85 Bng 7.25 Phn tch cronbachs alpha ca nhn t S cm thng ..........................85 Bng 7.26 Thng k h s cronbachs alpha cc bin trong nhn t S cm thng85 Bng 7.27 Phn tch cronbachs alpha ca nhn t S hu hnh v thun tin .......86 Bng 7.28 Thng k h s cronbachs alpha cc bin trong nhn t S hu hnh v thun tin ................................................................................................................86 Bng 7.29 Phn tch cronbachs alpha ca nhn t Tnh sn sng v s phn hi ca nh phn phi......................................................................................................86 Bng 7.30 Thng k h s cronbachs alpha cc bin trong nhn t Tnh sn sng v s phn hi ca nh phn phi .............................................................................87 Bng 7.31 Phn tch cronbachs alpha ca nhn t Nng lc ca nh phn phi v s tin cy ca cng ty................................................................................................87 Bng 7.32 Thng k h s cronbachs alpha cc bin trong nhn t Nng lc ca nh phn phi v s tin cy ca cng ty ...................................................................87 Bng 7.33 H s tng quan ca cc bin c lp vi bin ph thuc ...................88 Bng 7.34 H s R hiu chnh..................................................................................90

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Bng 7.35 H s hi quy a bin .............................................................................90 Bng 7.36 th phn b phn d ..........................................................................91 Bng 7.37 Khc bit s hi lng vi gii tnh .........................................................91 Bng 7.38 Khc bit s hi lng vi tui...........................................................92 Bng 7.39 Khc bit s hi lng vi Thu nhp........................................................93 Bng 7.40 Khc bit s hi lng vi Trnh hc vn ...........................................93 Bng 7.2 V d hoa hng cho nh phn phi ...................................................97

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Cc t vit tt
FLP: Forever Living Product. ATC : Cng ty TNHH Thng mi L Hi Vit Nam. NPP: Nh phn phi. CSI: Ch s hi lng ca khch hng. KH: Khch hng.

Lun vn tt nghip

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Chng 1 GII THIU 1.1 Gii thiu ti

Theo nhn nh chung ca cc nh dinh dng, vo nhng nm 80 v u 90 ca th k trc, nn kinh t nc ta cn kh khn, lng thc da ch yu vo ng cc... cc bnh v dinh dng din ra kh ph bin nh: bnh thiu nng lng trng din, thiu vitamin A tr, thiu mu thiu st ph n mang thai... Hu qu ca tnh trng ny li l nhng gnh nng v suy dinh dng, c bit l t l suy dinh dng tr em chim mc rt cao, khong 30 40%, thm ch c nhiu ni cn ln n 50-60%. Do vy, thi hu ht mi hot ng v dinh dng nc ta u tp trung cho cng tc phng chng suy dinh dng tr em.
Suckhoe.com.vn) (Theo

Bc sang giai on nhng nm gia thp k 90 ca th k trc, nn

kinh t nc ta c nhng bc chuyn tip, chuyn i theo c ch th trng c s iu tit ca Nh nc, v mt kinh t c nhng bc pht trin vt bc, cuc sng ca ngi dn ngy cng c ci thin. Trong giai on ny, i cng vi nhng thnh tu v mt kinh t, hnh thi n ung ca ngi dn cng c s thay i, t l dng cht m, bo tng ln, t xut hin nhng bnh mi v dinh dng. C th ly mc t thi im 1995, khi t l suy dinh dng tr em cn mc kh cao th nc ta xut hin hin tng tha cn bo ph v tnh trng ny cng vi nhng h ly tt yu ca n l cc bnh mn tnh khng ly nh tiu ng, tim mch, huyt p... ngy cng c nguy c gia tng. Theo Bnh vin Ni tit Trung ng, hin nay nc ta c 4,4% ngi trng thnh ti cc thnh ph ln b bnh tiu ng tp 2 v gn 6% c ri lon glucose mu lc i. ng thi theo Vin dinh dng, 16,3% ngi c tui t 25-64 nc ta b tha cn bo ph v gn 18% ngi trng thnh mc hi chng chuyn ha (tng cholesterol, tng triglycerid mu, tng huyt p,...). (Theo Suckhoe.com.vn) Bc tranh ton cnh v dinh dng nc ta bc sang giai on mi, liu y c phi l s thay i mang tnh tt yu hay chng ta c th kim sot c.

Lun vn tt nghip

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l nhng vn ang c t ra i vi cc nh dinh dng hc Vit Nam hin nay. Theo d bo ca cc nh dinh dng hc th gii, thc n cho con ngi ca th k 21 s l thc phm chc nng. Cn ti Vit Nam, hin nay vic nghin cu, sn xut v tiu dng thc phm chc nng l vn ang thu ht c s quan tm ca cc nh dinh dng trong nc. (Theo Suckhoe.com.vn) Trc thc trng trn, PGS.TS. Nguyn Cng Khn, Vin trng Vin dinh dng Vit Nam nhn mnh n vai tr ca thc phm chc nng trong d phng v iu tr cc bnh c lin quan n dinh dng. Khi ni v s kt hp gia hai chuyn ngnh khoa hc dinh dng vi cng ngh thc phm. GS.TS. L Ngc Trng, Ph Ch tch Tng hi y hc Vit Nam cng cho rng: y l s kt hp mang tnh c o, c o ch c s kt hp gia dinh dng hc (hn lm) vi thc t. iu ny s em li hiu qu to ln trong vic gii quyt cc vn nn v dinh dng nc ta hin nay.(Theo Suckhoe.com.vn) Bn hng a cp hay kinh doanh theo mng (multi level marketting) l mt ngnh ngh c t gia th k 19, xut pht t M. y l mt hnh thc phn phi hng ho khng qua cc i l. S tin tit kim c t vic loi b cc chi ph trung gian v cc chi ph qung co, tip th, khuyn mi...c dng chi tr cho nh phn phi. Nh phn phi c vai tr nh nhng i l. H dng nhng kt qu s dng ca bn thn v nhng ngi quen bit thu ht khch hng. Qua vic lm h em v lng khch hng cho cng ty. Ngoi ra h cn c th tm kim nhng i tc khc c th tr thnh nh phn phi cng lm vic vi mnh. Qua vic to ra doanh thu cho cng ty, h c nhn tin hoa hng t lng sn phm m bn thn v i nhm bn ra. Vit Nam lut v bn hng a cp c ban hnh vo ngy 24/8/2005. y l mt hnh thc kinh doanh tin b c nhiu nc tin tin trn th gii p dng. (ngun: Bch khoa ton th m Wikipedia) Bn hng a cp (multi-level sales) hay tip th a cp (multi-level marketing) xut hin Vit Nam vo khong u nm 2000 v pht trin vi tc rt nhanh chng. n nay c khong 20 doanh nghip bn hng a cp ang hot

Lun vn tt nghip

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ng trn lnh th Vit Nam vi cc mt hng kinh doanh ch yu lin quan n sc khe con ngi nh thc phm, ung dinh dng, m phm, my ozone, v cc dng trong gia nh nh my massage, ni cm in S xut hin v hot ng kinh doanh ca cc doanh nghip bn hng a cp tr thnh mt hin tng nhiu thnh ph ln Vit Nam trong thi gian gn y v thu ht c s ch ca d lun trong nc. Tuy nhin, trn th gii th bn hng a cp khng phi l iu g mi l v ngay u th k 20, M hnh thnh Hip hi cc Cng ty bn hng trc tip-mt tn gi khc ca bn hng a cp (Direct Sales Association-DSA). Ti u thp nin 90 ca th k 20, hnh thc bn hng ny c pht trin mnh khu vc Chu , c bit l mt s nc nh Trung Quc, Thi lan, Singapore, Malaysia, Indonesia (ngun: www.mlm.vn) Hin ti cc cng ty p dng hnh thc kinh doanh a cp ny nh: Cng ty Avon, Sinh li, L hi, Nino Vina.Tuy nhin cng c cng ty thnh cng v cng c cng ty mang khng t ting xu cho m hnh dch v bn hng a cp ny. M hnh kinh doanh a cp ny c Cng ty TNHH L Hi 19C Cng Ha, F12, Qun Tn Bnh TPHCM p dng vo vic phn phi cc sn phm chit xut t nha am v mt ong trong lnh vc thc phm chc nng v chm sc lm p. Cng ty L Hi c chc nng mua bn lng thc thc phm, sn phm dinh dng... hot ng theo phng thc bn hng a cp i vi 76 mt hng. Tnh n ngy 31/8/2006, tng s ngi tham gia mng li bn hng a cp l 116.746 ngi tri khp 46 tnh, thnh c nc (TPHCM hn 50 nghn ngi; H Ni hn 19 nghn ngi).(theo Tienphong) Tuy nhin cng khng t ting xu v cng ty ny nh cng ty ny b co buc l bn cao hn gi gc 117 ln .(theo Tienphong). T nhng nhn nh trn, chng ta nhn thy: o Nhu cu cho thc phm chc nng Vit Nam , ang v s pht trin nhanh chng v nhng u im ca n. o Bn hng a cp hay tip th a cp l hnh thc phn phi c s dng kh rng ri trong phn phi thc phm chc nng c Vit Nam v trn th gii.

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GVHD: TS V Th Dng

Bn cnh nhng im tch cc ca m hnh phn phi ny, vn cn nhiu d lun, quan im, cch nhn nhn tiu cc v vn ny. Th nn c mt vi vn cn suy ngh l: o tha mn ca khch hng nh th no khi c mua sn phm vi dch v bn hng a cp? o Di gc qun l liu bn hng a cp c tht s mang n gi tr li ch cho khch hng?. o Khch hng c nghi ng m hnh ny mang n gi tr li ch tht s cho h khng?. o Khch hng c cm nhn c s cn thit ca thc phm chc nng hay khng? Vi cc vn trn v nh hng ca m hnh dch v bn hng a cp n x hi. Lun vn ny tp trung vo nghin cu s tha mn ca khch hng vi m hnh dch v bn hng a cp sn phm chc nng ca cng ty L Hi.

1.2
-

Mc tiu nghin cu
Nhn dng cc yu t nh hng ln s tha mn ca khch hng vi dch v bn hng a cp. Kho st mc nh hng ca cc yu t trong dch v bn hng a cp n s tha mn ca khch hng. Kin ngh cc gii php nhm nng cao s tha mn ca khch hng vi dch v bn hng a cp.

Thng qua ti ny lun vn mong mun t c cc mc tiu sau:

1.3

Phm vi nghin cu

o Bn hng a cp y c hiu l mt dch v bn hng trc tip. N bao gm c mt h thng v quy ch to nn mt m hnh tip th vi khch hng. N c xem l mt h thng dch v v n tm kim khch hng, tip xc khch hng v phn phi sn phm cho khch hng, gii p thc mc trc

Lun vn tt nghip

GVHD: TS V Th Dng

tip vi khch hng, v kim lun vic chm sc khch hng. Khch hng s nhn c dch v bn hng a cp khi tiu dng sn phm v c cc mc cm nhn s tha mn khc nhau v dch v ny. o Lun vn ch nghin cu s tha mn ca khch hng, ngi trc tip tiu th sn phm, vi sn phm thc phm chc nng o Hin ti c nhiu ngnh sn phm ng dng bn hng a cp v du nhp vo Vit Nam nh: Avon: hng m phm, Sinh Li: hng kim kh in my, L hi: thc phm chc nng v m phmLun vn ny ch tp trung nghin cu s nh hng ca m hnh trn s phn phi sn phm ca cng ty L Hi. o Khch hng ca bn hng a cp l rt nhiu v tri di t Bc ti Nam. Lun vn ch gii hn v tp trung vo cc khch hng s dng sn phm cui cng TP HCM, v ni y l ni tp trung dn c ln vi mt dy, thnh phn dn c a dng. V vy nn i din cho tng th ln. o Lun vn b qua i tng nghin cu l cc nh phn phi mua sn phm kinh doanh li.

1.4
-

ngha ti

Li ch ca cng ty o Gip mi ngi hiu bit nhiu hn v m hnh dch v bn hng a cp ca cng ty o Nh qun l ca cng ty hiu c nh gi ca ngi dn nh th no v cch bn hng ca m hnh ny t c cc hnh thc tuyn truyn, hun luyn thch hp lm gim c cm xu v tng cng uy tn cho cng ty.

Cc nh qun tr khc: Hiu c im mnh v yu ca m hnh dch v bn hng a cp, cc yu t nh hng n s tha mn ca khch hng, v lng trung thnh vi m hnh ny. T c th xem xt cch ng dng m hnh dch v bn hng a cp cho cc sn phm ca cng ty.

Cc nh nghin cu: Nh nghin cu ng dng c th nghin cu su hn trong tnh trng thc t c th cho doanh nghip.

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GVHD: TS V Th Dng

Gip khch hng bt e d v bt tm l khp kn vi cc sn phm dng m hnh dch v bn hng a cp tip th v phn phi. Cc i l phn phi: C th nghin cu v tham gia vo m hnh ny tng cng thu nhp, m rng mi quan h, v lm iu c ch cho x hi. Gip nh nc a ra cc chnh sch v m ng n cho m hnh ny, nhm hn ch la o, h tr cc doanh nghip lm n chn chnh v tng cng quyn li cho khch hng, trnh tht thot ngn sch.

1.5

B cc lun vn

- Cu trc lun vn bao gm 7 chng, chng 1 gii thiu tng quan khi qut tnh hnh thc t v dinh dng Vit Nam, khi qut s hnh thnh ti, t a ra mc tiu ca ti, phm vi nghin cu ca ti v ngha ca ti. - Chng 2 ca lun vn trnh by cc c s l thuyt v cht lng dch v, s tha mn ca khch hng v mt s m hnh o lng c s hi lng ca khch hng. T cc l thuyt lin quan tc gi cng xut m hnh nghin cu vi ti ny v cc gi thuyt Hi vi m hnh s nghin cu. - Chng 3 ca bi bo co s trnh by chi tit phng php v cch thit k nghin cu: cc d liu cn thu thp, cc ngun thu thp thng tin, xc nh kch c mu v phng php tip cn mu. Ngoi ra phn ny cng m t s lc cc bng cu hi thang o cho m hnh cn nghin cu. - Chng 4 ca bi bo co trnh by kt qu thu thp d liu c qua thc t ca cc cuc phng vn thm d, phng vn su, phng vn chuyn gia, kt qu thu thp d liu v phn tch d liu. - Chng 5 ca bi bo co s da vo kt qu t phn tch c c ca chng 4 m a ra nhng xut c li cho cng ty nng cao dch v, tng s hi lng cho khch hng. Kt thc chng l cc im hn ch ca ti v cc hng nghin cu tip theo. - Chng 6 gm cc ph lc v sch tham kho, ngun trch dn d liu.

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- Chng 7 l phn tm tt cc ph lc v m hnh bn hng a cp, cc bng cu hi phng vn nh tnh v bng cu hi nh lng, cc bng biu hnh nh.

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Chng 2 C S L LUN V M HNH L THUYT 2.1 L thuyt v mt s m hnh v s tha mn 2.1.1 nh ngha

S tho mn: C nhiu quan im khc nhau v s tha mn. Hi lng khch hng c xem l s so snh gia mong i trc v sau khi mua mt sn phm hay dch v. Bachelet (1995) nh ngha s tho mn ca khch hng l mt phn ng mang tnh cm xc ca khch hng sau khi s dng mt sn phm hay dch v. Theo Kurtz & Clow (1998) s tho mn ca khch hng l trng thi ca h khi cm nhn v cht lng dch v so vi k vng. S k vng ca khch hng c th chia lm 3 mc: l tng (ideal), mong i (desired) v ph hp (adequate l mc ti thiu khch hng c th chp nhn c). Tu theo khong cch gia gi tr khch hng nhn c v gi tr k vng m khch hng s c nhng trng thi khc nhau t thch th ( rt tho mn) khi ci nhn c mc l tng v tc gin (rt khng tho mn) khi gi tr nhn c di mc ph hp. o lng s tho mn (CSM): l qu trnh o lng mc trng thi cm gic ca mt ngi bt ngun t vic so snh kt qu thu c t sn phm hay dch v vi nhng k vng ca ngi .

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2.1.2

Mt s m hnh v s tho mn ca khch hng

2.1.2.1 M hnh Kano

Mc tha mn khch hng

c tnh hp dn Mc p ng s k vng c tnh mt chiu c tnh c bn

Hnh 2.1 M hnh Kano (1984)

Trong m hnh ny tin s Kano phn bit 3 loi c tnh sn phm/ dch v c nh hng n s tha mn ca khch hng. Nhng c tnh phi c (must be): l c tnh m khch hng mong i phi c. Nu khng c nhng c tnh ny khch hng s cm thy tht vng. Nhng nu c th khch hng khng tng mc tho mn ca mnh ln m xem l l ng nhin Nhng c tnh mt chiu (one dimentional): c tnh ny thung c khch hng cp n nh mt chc nng m h mong mun. Mc cht lng ca thuc tnh ny cng tt th mc hi lng cng cao. in hnh l nhng nhn t ny trc tip lin h vi cc nhu cu v mong mun ca khch hng v mt cng ty nn c gng cnh tranh im ny.

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Thuc tnh gy thch th (delighter): nu khng c c tnh ny th khch hng vn mc nhin chp nhn dch v c cung cp. Nhng nu chng tn ti th khch hng s rt thch th v bt ng v v nhn thy rt hu ch khi c chng. Do , cn quan tm pht hin cc c tnh ny gia tng lng trung thnh ca khch hng cng nh to s khc bit vi cc i th cnh.

2.1.2.2 M hnh tho mn khch hng theo chc nng v quan h

Ga c

Cht lng dch v

S tha mn chc nng

Cht lng sn phm

S tha mn ton phn

Dch v quan h Mi quan h Cht lng quan h (Ngun: Parasuraman et al (1994))

Hnh 2.2 M hnh tho mn khch hng theo chc nng v quan h ca Parasuraman, 1994.

Theo m hnh trn, s tha mn ca khch hng ph thuc cc c tnh sn phm (dch v) v cc mi quan h. S tha mn ca khch hng c cu thnh t 2 thnh phn:

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Tha mn chc nng: s tha mn t c do mua c hng ha hay dch v t cht lng vi gi c ph hp. Mi quan h: mi quan h c c t qu trnh giao dch kinh doanh tch ly theo thi gian nh s tin tng vo nh cung cp dch v, kh nng chuyn mn ca nhn vin, thi phc v khch hng S tha mn chc nng v mi lin h li chu nh hng ca cc yu t sau: Gi c: l gi tr sn phm hay gi tr dch v c quy i ra tin. Gi c ph thuc vo nhiu yu t nh cht lng, thng hiu, dch v i kmXu hung ca ngi tiu dng hin nay l h sn sng chi tr mt mc gi cao nhn ly mt sn phm hay dch v c cht lng tt. Yu t m khch hng quan tm l gi c c ph hp vi cht lng hay khng. Do , gi c cng c nh hng nht nh n s tho mn ca khch hng.
-

Cht lng sn phm : da vo cc c tnh sau: Tnh nng chnh (Performance): c tnh vn hnh chnh hay chc nng c bn ca sn phm. Tnh nng c bit (Features): b sung cho chc nng c bn v l nhng tnh nng tng tnh hp dn ca dch v. tin cy (Reliability): xc sut thc hin thnh cng mt chc nng qui nh trong mt khong thi gian xc nh v di nhng iu kin xc nh. tin cy ca sn phm thng c o bng thi gian trung bnh xut hin h hng u tin hay thi gian trung bnh gia nhng ln h hng. Tuy nhin, nhng cch o ny i hi sn phm phi c s dng trong mt khong thi gian xc nh v n khng ph hp trong nhng trng hp m sn phm v dch v c s dng hoc tiu dng ngay. ph hp (Conformance): mc m thit k v cc c tnh vn hnh ca sn phm tun theo c nhng tiu chun ra.

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bn (Durability): tui th sn phm. bn c th nh ngha l thi gian s dng sn phm trc khi n b gim gi tr n mc m phi thay th m khng sa cha. tin li (Serviceability): kh nng, thi lch s v mc nhanh chng trong vic sa cha. Chi ph sa cha khng ch l tin phi tr khi sa cha. N bao gm tt c nhng kha cnh v nhng mt mt v phin phc do thi gian cht ca thit b, thi ca i ng dch v, v s ln sa cha khng thnh cng cho mt s c. Tnh thm m (Aesthetics): Sn phm trng nh th no, cm gic, m thanh, mi hoc v ca sn phm ra sao. Tnh thm m ph thuc rt nhiu vo s thch ca tng c nhn. y l mt c tnh mang tnh ch quan cao. Nhn thc (Perceived Quality): danh ting ca mt cng ty. Khch hng khng phi lc no cng c thng tin y v c trng ca sn phm hay dch v; trong trng hp danh ting ca cng ty l c s duy nht h so snh gia cc nhn hiu. Cht lng dch v: da vo cc c tnh sau : tin tng (Reliability): Kh nng thc hin mt dch v ng nh ha v chnh xc. phn hi (Response): S sn sng gip khch hng v nhanh chng bt u vic cung cp dch v. S m bo (Assurance): nhng phm cht ca nhn vin s to lng tin cho khch hng: s chuyn nghip, lch s, knh trng khch hng, kh nng giao tip, S cm thng (Empathy): Nhn vin phc v c phong cch d gn: quan tm ch n khch hng, to cm gic yn tm, S hu hnh (Tangibility): v b ngoi ca c s vt cht, thit b, nhn vin, nhng vt dng, ti liu dng cho thng tin lin lc.

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Dch v lin h v cht lng quan h: nhng yu t lin quan n trnh nghip v, thi ca nhn vinthc hin ng nhng g cam kt, uy tn vi khch hng s nh hng n s tha mn ca khch hng.

2.1.2.3 M hnh l thuyt ch s hi lng ca khch hng (Customer Satisfaction Index CSI)
M hnh l thuyt ch s hi lng khch hng ca Vit Nam (L Vn Huy - Nguyn Th H My) CSI l mt m hnh gm cc bin s nguyn nhn - kt qu: hnh nh thng hiu, cht lng mong i, cht lng cm nhn, s tho mn ca khch hng v lng trung thnh. S tho mn ca khch hng c t trong mi tng quan gia bin nguyn nhn v kt qu ca m hnh. Thng thng CSI c 4 bin s khi u l: hnh nh thng hiu, cht lng mong i, cht lng cm nhn, gi tr cm nhn v khi , s hi lng ca khch hng s to nn lng trung thnh (nu khch hng hi lng) hoc c th l s phn nn (nu khch hng khng hi lng). iu c ngha l: s tha mn ca khch hng c th dn n hai thi cc cm nhn i vi khch hng l (1) tha mn vi cht lng sn phm/dch v v c xu hng trung thnh vi nhn hiu hay thng hiu hoc (2) c nhiu im khng hi lng v sn phm/dch v dn n nhng hnh vi tiu cc vi thng hiu. M hnh VCSI - Ch s hi lng khch hng Vit Nam chc chn cng khng nm ngoi nhng quy tc chun mc trn. khai thc tt nhng yu t tc ng n m hnh, nghin cu s xut m hnh VCSI vi 7 bin s. Cc bin s nguyn nhn ca m hnh gm : (1) Hnh nh thng hiu (2) Cht lng mong i

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(3) Cht lng cm nhn (4) Gi tr cm nhn (5) S tha mn ca khch hng (yu t trung tm) Bin s kt qu ca m hnh s l : (6) S phn nn v (7) Lng trung thnh ca khch hng. im khc bit ca VCSI vi cc m hnh CSI khc chnh l cc mi quan h khc nhau gia nhng bin s tim n. Vi mi quc gia, tng c trng ring v kinh t - x hi s quyt nh cc bin s c mi lin h vi nhau nh th no v tt nhin m hnh VCSI cng s c nhng mi quan h gia cc bin s, trn c s tch ly c nhng kinh nghim thnh cng ca mt s m hnh tiu biu i trc v nhng c im ca kinh t Vit Nam. M hnh l thuyt VCSI c thit lp nh sau:

Cht lng mong i (Expected Quality) Phn nn ca KH Complaint) Gi tr Cht lng cm nhn (Perceived Quality) cm nhn (Perceived Value) Lng trung thnh Hnh nh thng hiu (Brand Image) Loyalty S hi lng ca khch hng

Hnh 2.3 M hnh l thuyt ch s hi lng khch hng ca Vit Nam Cc yu t o lng gm: Bng 2.1 Cc yu t o lng ch s hi lng khch hng Vit Nam
Bin s tim n Yu t o lng

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- n tng chung v hnh nh thng hiu Hnh nh thng hiu - c trng hoc mc ni tri v c tnh khc bit ca thng hiu theo quan im ca khch hng - Cht lng mong i (mt cch tng qut) Bin s nguyn nhn Cht lng mong i - Cht lng mong i theo yu cu ca khch hng - Cht lng mong i thc s - Cht lng mong i v dch v - Cht lng cm nhn (mt cch tng qut) - Cht lng cm nhn theo yu cu hoc cm nhn mc sn Cht lng cm nhn phm, dch v p ng nhu cu. - Cht lng cm nhn thc s - Cht lng cm nhn v dch v Gi tr cm nhn Bin s trung tm - nh gi cht lng theo gi - nh gi gi theo cht lng - Tho mn mt cch tng quan i vi sn phm - Mong i khng p ng c S hi lng khch hng - Tha mn trong s so snh vi cc thng hiu khc trong cng danh mc sn phm/dch v - Khong cch vi sn phm l tng S phn nn ca khch hng - Cha tha mn v vic cung ng sn phm/dch v - Cc yu cu ring bit khng c p ng

Bin s kt

qu

2.2

Xy dng m hnh nghin cu

T cc l thuyt v m hnh nghin cu trn, m hnh nghin cu v cc gi thuyt ca ti ny c xut: Hnh 2.4 M hnh nghin cu

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tin cy (Rialability)
H1

Mi quan h KH-NPP (Relationship)

H7

S phn hi (Response)
H2

S tha mn v dch Nng lc NPP (Assurance)

H4 H6 H5
Cht lng sn phm cm nhn

H3

v bn hng a cp (Satisfaction)

S cm thng (Empathy)

S hu hnh (Tangibility)

Cht lng dch v cm nhn

Do cng ty TNHH L Hi ch a ra mt dch v bn hng a cp nn s tha mn v cht lng dch v nh hng su sc n s tha mn ca khch hng. V ti nghin cu s tha mn ca khch hng vi dch v bn hng a cp nn m hnh a ra s c s tng ng vi cc yu t o lng cht lng dch v nguyn thy ca Parasuraman.

M hnh a ra da trn cc yu t ca thang o SERVPERF nh gi cc yu t nh hng n s tha mn ca khch hng. tin cy l s m bo hng ha lun ng cht lng nh gii thiu v cam kt. tin cy cng l s m bo vic phn phi ng hn nh cam kt.

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S phn hi: Nhanh chng thc hin vic cung cp dch v v sn phm cho cc khch hng khi c yu cu s dng sn phm thc phm chc nng. Do ATC(Cng ty TNHH Thng mi L Hi Vit Nam) khng p dng hnh thc phn phi truyn thng qua cc i l nh bnh thng m ch bn hng ti nhng ni i din phn phi duy nht trn ton quc, Cc nh phn phi phi n ly hng trc tip t cc i din phn phi ny.

S m bo (Assurance): nhng phm cht ca nh phn phi s to lng tin cho khch hng: s chuyn nghip trong gii thiu sn phm, am hiu tng sn phm v gii thiu mt cch chnh xc, lch s trong giao tip, knh trng khch hng, kh nng giao tip tt,

S cm thng (Empathy): Nh phn phi phc v vi s quan tm ch n khch hng, to cm gic yn tm cho khch hng. S hu hnh (Tangibility):l c s vt cht, thit b, ca cng ty ATC c nh hng n khch hng nh th no. ng phc nh phn phi, nhng vt dng, ti liu dng cho thng tin lin lc c chuyn nghip khng?

Mi quan h KH-NPP: l mi quan h c thit lp trc khi c phn phi v tiu dng sn phm gia khch hng - nh phn phi. Ngoi ra mi quan h KHNPP cng bao hm lun ngha c mt mi quan h x hi rng, tt p p ng nhu cu x hi, nhu cu cm thng chia s ca khch hng.

Cht lng sn phm cm nhn: Tuy nghin cu tha mn ca khch hng vi dch v bn hng a cp nhng cht lng sn phm cng l yu t then cht trong qu trnh to s tha mn ca khch hng (theo M hnh l thuyt ch s hi lng khch hng ca Vit Nam (L Vn Huy - Nguyn Th H My ). Ngoi ra sn phm ny l sn phm thc phm chc nng nn cng dng ca n khng th thay th thuc v c tc dng tc thi. V vy lun vn ch o lng cht lng cm nhn ca khch hng v sn phm. Yu t ny s c thm vo, sau s dng phng vn su v nghin cu khm ph tm hiu mc ngha v nh hng ca n ln yu t S tha mn ca khch hng.

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2.3

Cc gi thuyt

H1: S gia tng tin cy s lm tng mc tha mn. H2: S gia tng S phn hi s lm tng mc tha mn. H3: S gia tng Nng lc nh phn phi s lm tng mc tha mn. H4: S gia tng S cm thng s lm tng mc tha mn. H5: S gia tng S hu hnh s lm tng mc tha mn. H6: S gia tng Cht lng cm nhn s lm tng mc tha mn. Cu hi nghin cu : Liu nhm khch hng c Mi quan h KH-NPP gn gi th s c mc tha mn trung bnh cao hn ?.

2.4

Tm tt.

Chng ny chng ta tm hiu cc nh ngha v s tha mn ca khch hng. Do c tnh ca dch v bn hng a cp l tng ng vi dch v v hnh v o c s tha mn ca khch hng v dch v ny th cng c ph bin nht l o lng v cht lng dch v ca dch v thng qua m hnh ca Parasuraman hay bin th l thang do SERVPERF. Mc d c tranh lun v s phn bit gia s tha mn khch hng v cht lng dch v, cc nh nghin cu vn thng nht cht lng dch v c nh hng tch cc n s tha mn ca khch hng. Do m hnh xut l o lng cc yu t ca cht lng dch v bn hng a cp theo m hnh cht lng dch v cm nhn v c s nh hng ca cht lng sn phm cm nhn.

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Chng 3 THIT K NGHIN CU

Trong chng trc trnh by mt s l thuyt lin quan n cht lng dch v cm nhn v ch s o lng s hi lng khch hng Vit Nam. Chng 2 cng xut c m hnh nghin cu l s kt hp li ca cc m hnh trn. Tm li m hnh c a ra o lng s tha mn c cc thnh t sau: (1) tin cy, (2) S phn hi, (3) Nng lc NPP, (4) S cm thng, (5) Tnh hu hnh, (6) Mi quan h KH- NPP, (7) Cht lng sn phm cm nhn. Ni dung chng ny s trnh by thit k nghin cu ca lun vn bao gm: phng php nghin cu, xc nh thng tin cn thu thp, xc nh ngun thu thp thng tin, thit k mu, m t bng cu hi thang o, k hoch thu thp d liu.

3.1
-

Phng php nghin cu

Nghin cu s b dng nghin cu nh tnh hiu chnh, chn lc li cc yu t cn o trong bng cu hi chun ca thang o SERVPERF. Nghin cu nh lng: dng bng cu hi nh lng tc ng ca cc bin xc nh c ln s tha mn ca khch hng. Dng chng trnh phn tch thng k SPSS version 15.0 x l d liu thu thp c t nghin cu nh lng. Dng phn tch khm ph EFA xc nh cc nhn t mi trong m hnh nh mi quan h KH-NPP, cht lng sn phm cm nhn. Kim tra tin cy ca thang o bng kim nh Cronbachs Alpha Chy hi quy tm ra mi tng quan gia cc nhn t ln s tha mn ca khch hng.

3.2
-

Xc nh thng tin cn thu thp

Thng tin v s tha mn ca khch hng v dch v bn hng a cp theo thang o cht lng dch v ca SERVPERF bao gm: s tin cy, s phn hi, nng lc nhn vin, s cm thng v s hu hnh.

Thng tin v cht lng sn phm cm nhn t pha khch hng

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Thng tin v mi quan h khch hng- nh phn phi. Thng tin v nhm sn phm m khch hng s dng Thng tin c nhn : gii tnh, tui, thu nhp, trnh hc vn Thng tin thm v kin thc ca khch hng v bn hng a cp Thng tin v thi vi dch v bn hng a cp.

3.3
-

Xc nh ngun thu nhp thng tin

o L ngun thng tin t phng vn s b dng nghin cu nh tnh vi khch hng v chuyn gia. o Ngun thu thp thng tin t nghin cu nh lng t vic tr li cc bng cu hi ca khch hng s dng cui sn phm thc phm chc nng trn a bn thnh ph.

Ngun thng tin s cp:

Cch tip cn: tip cn trc tip ti tr s cng ty 19C Cng Ha, Qun Tn Bnh, TpHCM. Tr s cng ty ngoi vic l ni lm i l y nhim v vic phn phi sn phm, cng ty cn l ni tp hp cc chuyn vin, chuyn gia, dc s, bc s t vn, gii p thc mc ca khch hng v dinh dng v sn phm. Tr s cng ty cng l ni cc nh phn phi tp hp li truyn t kinh nghim, kin thc bn hng v t vn sn phm.

Ngoi ra tng cng tin cy, khch quan v tnh chnh xc ca mu, nhng ngi s dng sn phm nhng cha n cng ty cng c quan tm v phng vn bng bng cu hi ti nh ring.

3.4
-

Thit k mu

Khung chn mu: cc khch hng s dng cui sn phm thc phm chc nng trong phm vi Thnh ph H Ch Minh. Nh trnh by chng phm vi nghin cu, lun vn ny ch tp trung kho st s tha mn ca khch hng TpHCM v ni y cng tng i kh y v lng khch hng ln d tip cn.

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Khng c iu g m bo rng phng php chn mu xc xut l c kt qu chnh xc hn phng php chn mu phi xc sut. Nhng g ngi i trc cho chng ta bit l khi chn mu theo xc sut th sai s ca mu o lng c cn phi xc sut th khng.(Kinnear & Taylor, p.207) .Do vy ti ny s chn mu theo phng php phi xc xut vi phng php chn mu ngu nhin.

Cc phn loi s b khch hng: o Phn loi theo gii tnh: nam, n o Phn loi theo tui: <20, 21-30, 31-40, >40 o Phn loi theo thu nhp: <2 triu, 2-4 triu, >4 triu. Vic phn loi ny s c khng nh v hiu chnh khi dng phng vn su, hay dng phng php chuyn gia.

Vi phng vn su cho nghin cu nh tnh s b, s mu d nh khong 15-20. Phng vn nh tnh s dng khi cc bin mi khng c tm thy na v s hiu chnh hon tt.

Xc nh c mu ca nghin cu nh lng theo con s kinh nghim = (s bin cn o) x 10 (c c khong 30 bin ~ 300 mu).

3.5
-

M t bng cu hi, thang o

Theo thang o ca SERVPERF, Thang o Likert vi 5 thnh phn s c dng o lng cht lng dch v, cu tr li s l hon ton ng n hon ton khng ng .

Vi nhng bin phn loi khc th thang o nh danh v thang o t l c s dng. C th bin tui dng thang o t l, thu nhp dng thang o khong cch, thang o v trnh hc vn chng ta dng thang o ch danh.

Cht lng sn phm cm nhn ca ngi tiu dng i vi mt sn phm c o lng da vo s nh gi ca ngi tiu dng i vi cc thuc tnh ca thng hiu
(Th, Nguyn nh & Trang, Nguyn Th Mai - Nghin cu khoa hc NXB

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i Hc Quc Gia, 2007, p29).

Vi sn phm chc nng cc thuc tnh sau c

cp: o Sn phm b sung ng vi lng nh cng b o Sn phm thc hin ng chc nng ghi trn bao b o Sn phm rt tin li khi s dng o Bao b mu m v kiu dng hp dn o Mi v ca sn phm d ung o Mt cch tng qut cht lng ca sn phm rt cao. Cc thuc tnh ny s c dng phng php chuyn gia b sung v hon chnh khi nghin cu s b. Thang o SERVPERF ca Cronin & Taylor (1992) ci tin t thang o ca Parasuraman v cng s xut c nhiu nh nghin cu tha nhn s ph hp trong nghin cu v cht lng dch v thuc nhiu lnh vc dch v. Tuy nhin vo tng loi hnh dch v cn c s hiu chnh b sung tnh c trng ca dch v . Do nghin cu s b l rt cn thit. Bng 3.1 Thang o SERVPERF
S tin cy 1. Khi cng ty XYZ ha s thc hin iu g vo mt khong thi gian c th, cng ty s thc hin. 2. Khi bn c vn , cng ty XYZ th hin s quan tm chn thnh trong gii quyt vn . 3. Cng ty XYZ thc hin dch v ngay t ln u tin 4. Cng ty XYZ cung cp dch v ng vo thi im m cng ty ha thc hin 5. Cng ty XYZ thng bo cho khch hng khi no dch v c thc hin S phn hi 6. Nhn vin trong Cng ty XYZ phc v bn ng hn 7. Nhn vin trong Cng ty XYZ thng bo cho bn chnh xc khi no dch v s c thc hin 8. Nhn vin trong Cng ty XYZ lun sn sng gip bn 9. Nhn vin trong Cng ty XYZ khng bao gi t ra qu bn rn p ng yu cu ca bn. Nng lc phc v 10. C x ca nhn vin Cng ty XYZ to s tin tng i vi bn

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GVHD: TS V Th Dng

11. Bn cm thy an ton khi giao dch vi Cng ty XYZ 12. Nhn vin trong Cng ty XYZ bao gi cng t ra lch s nh nhn vi bn. 13. Nhn vin trong Cng ty XYZ c kin thc tr li nhng cu hi ca bn. S cm thng 14. Cng ty XYZ th hin s quan tm n c nhn bn 15. Cng ty XYZ c nhng nhn vin th hin s quan tm n c nhn bn 16. Cng ty XYZ th hin s ch c bit n nhng quan tm nhiu nht ca bn 17. Nhn vin trong Cng ty XYZ hiu c nhng yu cu c bit ca bn. 18. Cng ty XYZ c thi gian lm vic thun tin vi bn. S hu hnh 19. Cng ty XYZ c nhng trang thit b hin i 20. C s vt cht ca Cng ty XYZ trng rt hp dn 21. Nhn vin ca Cng ty XYZ c trang phc gn gng, p 22. Cc phng tin vt cht trong hot ng dch v ti cng ty XYZ trng rt hp dn.

Thm vo thang o Likert vi 5 thnh phn cng c s dng, cu tr li t 1: hon ton ng n 5: hon ton khng ng o cc thuc tnh ca cc nhn t sau:
Cc thuc tnh ca nhn t mi quan h KH-NPP 23. Mi quan h thn 24. Rt thng lin lc vi nh phn phi. Cc thuc tnh ca nhn t Cht lng sn phm cm nhn 25. Sn phm b sung ng vi lng nh cng b 26. Sn phm thc hin ng chc nng ghi trn bao b 27. Sn phm rt tin li khi s dng 28. Bao b mu m v kiu dng hp dn 29. Mi v ca sn phm d ung 30. Mt cch tng qut cht lng ca sn phm rt cao.

3.6
-

K hoch thu thp d liu

Ngun thu thp d liu tc gi tip cn thng qua cc nh phn phi ca knh bn hng a cp ca cng ty ATC

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24

GVHD: TS V Th Dng

Ngoi ra mt lng ln khch hng s dng sn phm v n ti tr s cng ty 19C Cng ha Qun Tn Bnh TpHCM c t vn cng s c tip cn thu thp thng tin cho lun vn.

Khch hng ca cng ty rt a dng ngoi nhng ngi n trc tip c t vn cn c cc khch hng s dng cc sn phm ch ti nh v thng qua cc nh phn phi. Vic thu thp thng tin ca nhng khch hng ti nh cng nhm tm hiu su hn nh gi ca h v cc kha cnh khc ca dch v nh l thi gian nhn hng v hi p t pha nh phn phi. Hay c th l vi nhng khch hng nh th tnh hu hnh khng l tiu ch quan trng i vi h.V tng chnh xc v tin cy ca mu th cng cn thu thp thm d liu ca nhng khch hng khng n cng ty ny bng cc danh sch khch hng c sn ca cc qun l trong cng ty TNHH L hi.

3.7

Kt qu nghin cu nh tnh phng vn su.

Thi gian phng vn nh tnh , phng vn su din ra t 4/03 -> 19/03 vi 5 nh qun l ca cng ty l hi v phng vn su trc tip vi 5 khch hng trc tip. Bng 3.2 Danh sch phng vn nh tnh
Tn ngi c phng vn V tr Dip Khc Cng Cao Thanh Tm Hon V C Dung L Vn Tn Hong Th Loan Nguyn Minh Tun Nguyn Th m Nguyn Th Hng Qun l cp cao Qun L cp cao Hnh chnh vn phng Qun l Tr l qun l Khch hng Khch hng Khch hng Khch hng

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GVHD: TS V Th Dng

Nguyn Thanh Mng

Khch hng

Quy trnh phng vn nh tnh 1- Tc gi gii thiu ti v mc ch ca cuc phng vn su 2- Cm nhn chung ca khch hng v s hi lng khi s dng dch v bn hng a cp. 3- Cc yu t no tc ng n s hi lng nht khi c bn hng 4- V o lng nhn t ca s hi lng nh bng cu hi ca thang o SERVPERF, so vi hon cnh thc t ca bn hng a cp ph hp cha. 5- Trong qu trnh nu khch hng khng hiu cc ni dung no hay cn b sung cc bin khc o lng nhn t no thi tc gi b sung vo. 6- Cui cng kt qu ca cc cuc phng vn nh tnh l nhm chnh sa b sung li bng cu hi cho ph hp hn so vi dch v bn hng a cp. - Thi gian phng vn c tin hnh trong khong t 1-2h - Ni dung cc cuc phng vn xoay quanh vn trc tip ca nh phn phi v khch hng v vn cc yu t to nn s tha mn, vi cc gi cho khch hng nu ra nhng yu t no m khch hng thy thch th nht v yu t no khch hng thy phin lng nht. Kt qu thu thp c a s u ng tnh vi cc kha cnh c bn m mt dch v cn c ca Parasuraman: tin cy ca dch v, s phn hi, nng lc phc v, s cm thng v tnh hu hnh. Qua nm i tng qun l c phng vn nh tnh th danh t dch v trong thang o Parasuraman l mt yu t kh tru tng v nn bin i c th thnh t giao dch cho khch hng d hiu. Do chnh sch phn phi v sn xut khc bit, mi quc gia ch c vi im i din bn hng c quyn, nn vic ch i c c hng trong nhng thi im him hng l iu c tht. V cu hi v s ch i ny cng c khch hng . Nhng do l mt sn phm tt v c cht lng nn vic ch i cng khng nh hng lm. Trong qu trnh s dng do s khn kho ca nh phn phi nn d

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26

GVHD: TS V Th Dng

ngun cung hng c xa xi v ch c mt vi i l phn phi c quyn nhng vn m bo s lin tc trong qu trnh s dng sn phm. Ngoi ra cc ngi s dng u rt ch trng cm nhn v cht lng sn phm khi c cho mi mua v t quan trng vic nh hng ca mi quan h thn hay s ln s tha mn. Nu cht lng sn phm thc phm chc nng tt th h s rt hi lng v mi quan h ngy cng bn cht t s chuyn thnh thn v t thn chuyn nn tin tng, v c kh nng lng trung thnh tng ln, t tip tc tiu dng sn phm v gii thiu cho nhiu ngi cng tiu dng. Thc t biu doanh thu ca cng ty ngy cng tng cao. Ring Vit Nam doanh thu nm 2007 l 230 t tng 71% so vi 2006, ng thi cng nng tng s nh phn phi ln 200.000 ngi tng 72.4% so vi nm 2006. iu ny chng t c rng lng tin ca khch hng ngy cng c cng c v s tha mn ca khch hng cng c ci thin. Cc khch hng u nu cao vai tr ca s tha mn l s cm thng chia s ca ngi phn phi vi khch hng, v nu c hi th s sn lng gii thiu cho ngi khc. Cc khch hng khng hi lng a s l cha tip cn dch v v cha s dng dch v. Phn nhiu do h b nh hng t cc tin n bn ngoi lm nh hng n lng tin rng dch v bn hng a cp khng phi l mt hnh thc bn hng c li cho khch hng. V vy thng tin v s nhn thc ca khch hng cng l mt yu t tc ng trc tip n s tha mn ca khch hng. Nhng vi nhng khch hng cha s dng sn phm thc phm chc nng khng phi l i tng nghin cu ca lun vn ny. Ngoi ra trong qu trnh phng vn su a s khch hng phn nn v yu t gi c v yu t ny tc ng n s hi lng ca khch hng. Bn hng a cp l mt hnh thc bn hng theo m hnh mng v n cho php nhn vin t qun v thi gian doanh thu v i nhm ca mnh. Cc nh phn phi c chi hoa hng trn sn phm, nn a s khch hng u ngh gi sn phm bao gm tin ca dch v bn hng a cp ny. Do yu t gi c nh l mt thnh t khng th

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27

GVHD: TS V Th Dng

thiu trong qu trnh kho st s tha mn ca khch hng trong ti ny. Dch v bn hn a cp ny khng c s tch bit r rng gia dch v phc v cho khch hng v gi c ca sn phm, dng nh mi ngi u hiu gi c l bao gm ph dch v. Yu t gi c sn phm cm nhn c o bng cc cu hi sau: 1. Qu v c mua hng gn vi mc gi s 2. Qu v ngh gi ny l ph hp so vi cht lng Ngoi ra khi phng vn su tc gi cn bit thm c cng ty hng ngy u t chc cc lp cung cp kin thc v tiu dng sn phm v kin thc sc khe thng thng cho cc khch hng s dng sn phm. iu ny ng ngha vi vic ni y s tp hp c i tng khch hng s dng trc tip ln v trnh khi b lch i tng thu thp d liu. V theo cc qun l th tng cng s tin tng cho cc khch hng, v tng cng sc khe cc nh phn phi u dng sn phm t cng ty. V mi nh phn phi u c sponsor trc tip t vn hng dn mnh nn sponsor cng c th c xem l Nh phn phi trong trng hp ny. Do vy y cng l i tng c kho st v s tha mn dch v bn hng ca ti. (xem thm phn ph lc dn bi,cu hi nghin cu nh tnh ) Sau y l m hnh nghin cu c iu chnh. Hnh 3.1 M hnh iu chnh sau phng vn nh tnh

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28

GVHD: TS V Th Dng

tin cy (Rialability)
H1

Mi quan h KH-NPP (Relationship)

H6

Cm nhn v gi c

S phn hi (Response)
H2

H8

S tha mn v dch Nng lc NPP (Assurance)

H4 H3

v bn hng a cp (Satisfaction)
H7

S cm thng (Empathy)

H5

Cht lng sn phm cm nhn

S hu hnh (Tangibility)

Cht lng dch v cm nhn

Vi 5 thnh phn ca Parasuraman trong vic kho st cc yu t trong s tha mn ca dch v. M hnh c b sung thm 2 yu t: 1. Cht lng sn phm cm nhn 2. Gi c sn phm chc nng V thm cc yu t phn loi: Mi quan h thn s Mc thu nhp tui Gii tnh. Trnh hc vn.

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GVHD: TS V Th Dng

Kt qu ca nghin cu nh tnh l nhm iu chnh li bng cu hi v bng cu hi c iu chnh li nh sau: Bng 3.3 Bng cu hi c iu chnh li
tin cy 1. Cng ty L Hi thc hin quy trnh giao dch ngay t ln u tin c yu cu 2. Cng ty L Hi c thng bo cho khch hng khi no quy trnh giao dch c thc hin 3. Khi cng ty L Hi ha thc hin iu g , cng ty s thc hin 4. Cng ty L Hi thc hin giao dch ng vo thi im m cng ty ha thc hin 5. Khi qu v c kh khn, cng ty L Hi th hin s quan tm chn thnh trong gii quyt 6. Cng ty L Hi c nhng bc s dc s t vn tn tnh v c kinh nghim 7. Qu v tin tng vo li gii thiu ca nh phn phi v chc nng v hiu qu ca sn phm S phn hi 8. Nh phn phi thng bo cho qu v chnh xc khi no giao dch s c thc hin 9. Nh phn phi trong cng ty L Hi phc v qu v ng hn 10. Nh phn phi trong Cng ty L Hi lun sn sng gip qu v. 11. Nh phn phi rt nhit tnh p ng yu cu ca qu v 12. Qu v khng phi ch qu lu khi nhn c hng

Nng lc phc v
13. C x ca Nh phn phi to s tin tng i vi qu v 14. Nh phn phi trong Cng ty L Hi bao gi cng t ra lch s nh nhn vi qu v. 15. Nh phn phi trong Cng ty L Hi c kin thc tr li nhng cu hi ca qu v.

S cm thng
16. Cng ty L Hi th hin s quan tm n ring qu v 17. Nh phn phi th hin s quan tm n ring qu v 18. Cng ty L Hi quan tm n nhng yu cu c bit ca qu v 19. Nh phn phi hiu c nhng yu cu c bit ca qu v.

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GVHD: TS V Th Dng

20. Thi gian lm vic ca cng ty L Hi thun tin vi qu v.

S hu hnh
21. C s vt cht ca Cng ty L Hi trng p v quy m 22. H thng bn hng ca cng ty L Hi c trang b thit b hin i 23. Nh phn phi ca Cng ty L Hi c trang phc gn gng, p

Mi quan h
24. Tnh cm ca qu v vi nh phn phi rt tt 25. Nh phn phi rt thng lin lc vi qu v. 26. Sau khi dng sn phm mi quan h ca qu v vi nh phn phi rt tt

Cht lng sn phm

27. Sn phm thc hin ng chc nng ghi trn bao b 28. Sn phm rt tin li khi s dng 29. Bao b mu m v kiu dng sn phm p 30. Mi v ca sn phm d ung 31. Mt cch tng qut cht lng ca sn phm rt cao.

S cm nhn gi c
32. Qu v c mua hng mc gi s 33. Qu v ngh gi ny l ph hp so vi cht lng

S hi lng chung
34. Mc hi lng chung ca qu v v dch v bn hng ca cng ty L hi

(xem thm trong bng cu hi iu chnh phn ph lc)

3.8

Mu

Theo Hair et al, 1992 s mu quan st trong phn tch nhn t phi ln hn 100 v c t l so vi bin t nht l 5/1, tt nht trong khong t l 5/1 - 10/1. Vi lun vn ny sau khi kho st, phn tch v hiu chnh th cn l 33 bin nh lng o lng s tha mn thng qua cc thnh t: tin cy, S phn hi, Nng lc phc v, S cm thng, S hu hnh, Mi quan h, Cht lng sn phm,

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GVHD: TS V Th Dng

S cm nhn v gi c. Mt bin o mc tha mn chung ca khch hng v dch v bn hng ca cng ty. V 6 bin nh tnh nhm xc nh phn loi thm d liu thu thp c nhm a ra cc nh gi kin ngh chnh xc thc t hn. c giy mi h tr t phng o to sau i hc, tc gi tin hnh xin php thu thp d liu t phng hnh chnh ca cng ty, v c s ng gp hu ch v h tr nhit tnh ca cc cn b cng ty L Hi. Tc gi c php thu thp d liu trong hi trng c khong 60-70 ngi mi ln, trong khi khch hng ngi ch c hc cc lp kin thc, cng dng sn phm. Trong mi ln thu thp s liu tc gi nh thm 2 cng tc vin na cng h tr qu trnh pht v nhn bng cu hi. Trong khi thu thp nhm hn ch cc tr li lch lc v hiu sai , tc gi cng gii thch thm khi nim nh phn phi vi cc nh phn phi v ng thi tc gi yu cu khch hng b qua vic tr li cc cu hi khng hiu. Sau khi phn pht xong, khch hng c khong 10 pht in vo bng cu hi, v cui gi khi khch hng ra v bng cu hi s c thu thp li ti ca ra vo. V trnh tnh trng trng lp, mt ngi c thu thp nhiu ln, lm khch hng nhm chn tr li khng chnh xc, tc gi t chc tin hnh thu thp d liu nhiu lp hc khc nhau v t c lin quan nhau, v d lp thc phm chc nng v lp hc m phm, v tc gi yu cu nu ngi no tr li ri th khng nn tr li li m bo tnh chnh xc ca d liu. Vi cc khch hng nh, tc gi cng in n v thu cc nh phn phi gi trc tip n khong 30 khch hng. Mi khch hng tc gi chun b bng cu hi v mt phn qu tr gi tng ng 30 ngn, v chi ph cho nh phn phi hay sponsor 20 ngn. Khi tin hnh gi bng cu hi cho khch hng nh phn phi s c hun luyn v vic truyn t mc ch ca cuc kho st, cc khi nim lin quan trong bng cu hi. Khch hng s hi p v bng th ( dn tem) ti a ch 68 Hunh Mn t F19 Qun Bnh Thnh TPHCM. Vic nhn tr li bng th s lm gim sai lch khi khch hng ngi tr kt qu n chnh nh phn phi.

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GVHD: TS V Th Dng

Tc gi tin hnh in n v gi n khch hng khong 300 bng cu hi. Trong c 30 bng cu hi cho cc khch hng ti nh. Kt qu thu v khong 220 mu (c 19 mu ca cc khch hng ti nh hp l a vo phn tch) v sau khi lm sch d liu, loi b cc bng cu hi tr li khng hp l, kt qu thu v c 200 mu c gi tr v c a vo phn tch (t t l 66%). Do vy t l mu so vi bin trong khong 6/1 tha mn cc yu cu khi thng k v phn tch nhn t.

3.9

Tm tt

Chng 3 tc gi trnh by phng php thc hin nhm c th ha cch thc hin ti nghin cu t mc tiu ra. Qu trnh ny tu trung li bao gm 2 bc: bc 1: phng vn s b dng nh tnh, phng vn su, phng php chuyn gia b sung khm ph v hiu chnh mt cch y v c ngha cc thuc tnh ca cc yu t cn o; bc hai: nghin cu nh lng vi khung mu nh, thc hin bng vic thu thp bng cu hi c tr li trc tip bi khch hng vi khong ba mi bn cu hi xoay quanh 7 thnh t trong m hnh nghin cu. Sau d liu s c nhp liu, x l v phn tch bng phn mm SPSS 15.0 phn tch khm ph, kim nh thang o cc khi nim v kim nh gi thuyt a ra.

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GVHD: TS V Th Dng

Chng 4 PHN TCH KT QU V KIM NH THANG O

Chng 3 trnh by phng php nghin cu, thit k nghin cu v m hnh nghin cu , kt qu nghin cu nh lng v kt qu s b ca nghin cu nh tnh. Ni dung chng ny s xoay quanh cc vn : M t mu thng k, kt qu thng k m t, phn tch nhn t, kim nh tin cy ca thang o, hiu chnh m hnh nghin cu v cc gi thuyt, phn tch hi quy a bin nhm xem xt tng quan tuyn tnh vi bin ph thuc.

4.1

Thng tin mu

Mu thu thp c khong 200 mu c biu din di bng sau: Bng 4.1 Thng tin thng k mu Nhn t o Thu nhp trn thng c im <2 triu 2-4 triu 4- 10 triu > 10 triu Gii tnh Nam N tui <=20 21-30 > 31 Trnh hc vn Di tt nghip ph thng trung hc Tt nghip ph thng % 44 40 13 3 56 44 40.7 44.2 15 3.1 30.2 S mu 88 80 26 6 112 88 81 88 30 5 48

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GVHD: TS V Th Dng

trung hc Trung cp Cao ng i hc Sau i hc 20.8 16,4 27.7 1.9 33 26 22 3

( Xem thm ph lc Thng k m t tui, Thng k m t gii tnh, Thng k m t trnh hc vn, Mi quan h m t vi nh phn phi/ sponsor ) Ngoi ra mi quan h ca khch hng vi ngi phn phi tp trung ch yu vo mi quan h lm n bn b quen bit 84.4%, cn mi quan h gn nht cp 1( bao gm v chng, cha m, anh ch em, con ci )10.2% ~ 17 mu v mi quan h cp 2 (ni ngoi, con chu, ch thm, c dng, cu m, d dng, em em c cu, anh em bn d) chim 5.4% tng ng 9 mu. Do vy tuy tng s mu ln chy cc phn tch khc nhng vi tng loi v mi quan h chy thng k th cha s mu ti thiu 30.

4.2

Thng k m t

Cht lng dch v l mt phn trong s tha mn ca khch hng v dch v, v c o bng 34 cu hi xoay quanh cc thnh phn tin cy, s phn hi, nng lc phc v, tnh hu hnh, mi quan h, cht lng sn phm, s cm nhn v gi c.
Bng 4.2 Thng k m t cc thnh t o lng s tha mn
Mean Std. Deviation S tin cy Cng ty thc hin giao dch ngay t ln u tin Cng ty c thng bo cho khch hng khi no quy trnh giao dch c thc hin 3.88 1.049336 1.101106 -1.04894 0.86874 Variance Skewness Kurtosis

4.145

0.841138

0.707513

-1.66197

4.280942

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GVHD: TS V Th Dng

Khi cng ty ha iu g, cng ty s thc hin. Cng ty thc hin giao dch ng thi im ha. Khi gp kh khn cng ty th hin s chn thnh trong gii quyt. Cng ty c nhng bc s dc s t vn tn tnh c kinh nghim. Qu v tin tng vo li gii thiu sn phm ca nh phn phi.

4.245 4.22

0.792537 0.827662

0.628116 0.685025

-1.26246 -1.45123

2.737937 3.273618

4.24

0.75847

0.575276

-1.06083

1.732132

4.645

0.592223

0.350729

-2.04591

6.728761

4.2

0.770042

0.592965

-0.82707

0.855749

S phn hi Nh phn phi thng bo chnh xc khi dch v c thc hin. Nh phn phi phc v qu v ng hn. Nh phn phi lun sn sng gip qu v. Nh phn phi rt nhit tnh p ng yu cu ca qu v. Qu v khng phi ch qu lu khi nhn c hng.

4.110553

0.716218

0.512969

-0.99918

2.341998

4.35 4.555

0.632058 0.655073

0.399497 0.429121

-0.68448 -1.72215

0.661193 4.433363

4.38

0.740501

0.548342

-1.56723

4.013616

4.211055

0.820001

0.672402

-1.24144

2.38057

Nng lc phc v C x ca NPP to s tin tng. NPP bao gi cng t ra lch s. NPP c kin thc tr li cu hi 4.291457 4.48 4.22 0.670803 0.749941 0.75128 0.449977 0.562412 0.564422 -0.82531 -1.9169 -1.03257 1.789689 5.37804 2.169779

S cm thng Cng ty th hin s cm thng n ring qu v. NPP th hin s quan tm n ring qu v. Cng ty quan tm n nhng yu cu c bit ca qu v. NPP hiu c yu cu c bit ca qu v. Thi gian lm vic ca cng ty thun tin vi qu v 3.8 4.07 3.885 4.05 4.535 0.982255 0.871145 0.936032 0.80044 0.728994 0.964824 0.758894 0.876156 0.640704 0.531432 -0.71342 -1.28821 -0.80797 -0.98134 -2.32382 0.220214 2.264598 0.564158 1.671627 7.673624

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GVHD: TS V Th Dng

S hu hnh C s vt cht ca cng ty p v quy m. H thng bn hng ca cng ty c trang b hin i. NPP ca cng ty c trang phc gn gng p. Tnh cm ca qu v vi NPP rt tt. NPP rt thng lin lc vi qu v. Sau khi dng sn phm mi quan h vi NPP rt tt. 4.4 4.31 4.42 4.275 4.291457 4.335 0.687286 0.798176 0.667704 0.715496 0.707448 0.667083 0.472362 0.637085 0.445829 0.511935 0.500482 0.445 -1.27582 -1.456 -1.23801 -0.87589 -1.26186 -1.01768 2.924082 3.231104 2.943204 1.364085 3.649445 2.514501

Cm nhn cht lng Sn phm thc hin ng chc nng ghi trn bao b. Sn phm rt tin li khi s dng. Bao b mu m v kiu dng sn phm p. Mi v sn phm d ung. Mt cch tng qut cht lng ca sn phm rt cao. 4.487437 4.41206 4.035 4.14 4.395 0.584819 0.659856 0.858756 0.850894 0.769373 0.342013 0.435409 0.737462 0.72402 0.591935 -0.63952 -1.32283 -1.12545 -0.86563 -1.68201 -0.54866 3.687763 1.959195 0.726419 4.349006

Cm nhn gi c Qu v c mua hng mc gi s. Qu v ngh gi ny l ph hp so vi cht lng. 4.555 4.195 0.685071 0.883674 0.469322 0.780879 -2.09486 -1.27543 6.688347 1.833615

Mc hi lng chung Mc hi lng chung v dch v bn hng. 4.26 0.651554 0.424523 -0.75991 2.066157

Qua Bng thng k m t s tha mn dch v, khch hng cm nhn u t rt ng n rt khng ng cc thnh t ca s tha mn ngoi tr sn phm thc hin ng chc nng ghi trn bao b c gi tri minimum l 3 v maximum l 5 iu ny chng t s tha mn cao ca khch hng v sn phm, ngoi ra thnh t nh phn phi phc v qu v ng hn c gi tr minimum l 2 v maximum l 5 iu ny cng thy nh phn phi trong cng ty l hi rt trng li ha v ch

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GVHD: TS V Th Dng

tn v thc hin ng g ha. Qua bng thng k m t s tha mn dch v, gi tr trung bnh (mean) cng kh cao t khong 3.80 4.65 tng ng vi pht biu cng ty th hin s cm thng n ring qu v cng ty c cc bc s dc s t vn tn tnh c kinh nghim. S cm nhn v gi c ca khch hng vi 2 yu t v cm nhn c mua mc gi s, v cm nhn gi ny l ph hp so vi cht lng. Lun vn khng kho st s cm nhn gi c vi cc sn phm chc nng khc trn th trng v ti thi im hin ti cha c sn phm no cng loi vi cc chit xut t cy l hi nh th. V khch hng nh gi cao yu t c mua hng mc gi s, u cho thy khch hng khng ngh gi ny c i ln n ln v theo cp ca bn hng a cp, v iu hon ton ng gi ny c nh sn t trc. Nhn chung khi khch hng s dng th cm thy hi lng vi gi c v lch chun trong khong <0.884 u ny cho thy ng nht v cm nhn ca khch hng. Ch ring vi hai cu hi Cng ty th hin s cm thng n ring qu v v Cng ty quan tm n nhng yu cu t bit ca qu v l hai cu hi c Mean thp nht 3.8 v 3.88. lch chun ca chng cng cao tng ng l 0.98 v 0.93 iu ny cho thy nh gi v s cm thng n tng khch hng ca cng ty l thp nht. V s cm nhn ny c lch chun kh ln tc l khng ng u trn mi c nhn. iu ny cng hon ton ph hp vi thc t v khch hng tip xc trc tip vi nh phn phi nn vic cm nhn s cm thng vi cng ty l rt km. Nhn chung khch hng c mc hi lng trung bnh kh i vi cc thnh t ca s tha mn v dch v.

4.3

Phn tch nhn t

Thang o SERVPERF v nhng bin th ca n mt d s dng rng ri nhiu ni trn th gii trong nhiu lnh vc dch v tuy nhin i vi mt s mi trng kinh t vn ha khc nhau m hnh ny cn c iu chnh b sung. Lun vn ny kho st s tha mn ca dch v bn hng a cp, tuy cng l dch v

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38

GVHD: TS V Th Dng

nhng c s khc bit trong loi hnh dch v, v vi mi trng kinh t ti Vit Nam, v vy phn tch khm ph EFA l cn thit. Bn hng a cp tng t nh m hnh bn hng trc tip v c mt s im khc bit r rt l: tn dng mi quan h quen bit bn hng, kt hp danh ting v s h tr ca cng ty t nhng nh bc s dc s t vn tn tnh. M hnh bn hng a cp ny khng phi thun ty l bn v mua m c ci tnh th hin s chia s cm thng gia ngi v ngi, v pht trin mi quan h ca x hi Theo m hnh a ra ngoi cc thnh t v tin cy, s phn hi, nng lc phc v, s cm thng, tnh hu hnh cn c cc thnh t v cht lng sn phm, s cm nhn v gi c v tc ng gin tip t thnh t mi quan h. Ton b 33 bin o lng s tha mn ca dch v bn hng c a vo phn tch nhn t. Phn tch nhn t c thc hin vi php trch Principle Component vi php xoay Varimax vi cc tiu chun Communality >= 0.5, h s chuyn ti (factor loading) >0.4, eigenvalue>=1 v tng phng sai trch >=0.5(50%). Tuy nhin h s KMO (Maiser-Meyer-Olkin) phi >0.5 m bo tp d liu a vo l c ngha cho phn tch nhn t (theo Hong Trng-Chu Nguyn Mng Ngc p262) Ch cc bin c factor loading gn tng ng nhau hai nhn t to nn cross loading, cc bin phi c loi b. Bc phn tch nhn t th nht ta c 8 nhn t v cc h s communality u >0.5 Bng 4.3 Ma trn h s ti c xoay ln 1
Rotated Component Matrix(a)

Component 1 Cng ty c thng bo cho khch hng khi no quy trnh giao dch c thc hin Cng ty thc hin giao dch ngay t ln u tin .720 .742 2 3 4 5 6 7 8

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GVHD: TS V Th Dng

Cng ty thc hin giao dch ng thi im ha. Nh phn phi thng bo chnh xc khi dch v c thc hin. Khi cng ty ha iu g, cng ty s thc hin. Qu v c mua hng mc gi s. Qu v ngh gi ny l ph hp so vi cht lng. Sn phm thc hin ng chc nng ghi trn bao b. Mt cch tng qut cht lng ca sn phm rt cao. Mi v sn phm d ung. Sn phm rt tin li khi s dng. NPP th hin s quan tm n ring qu v. NPP hiu c yu cu c bit ca qu v. Cng ty th hin s cm thng n ring qu v. Cng ty quan tm n nhng yu cu c bit ca qu v. NPP rt thng lin lc vi qu v. C s vt cht ca cng ty p v quy m. H thng bn hng ca cng ty c trang b hin i. Thi gian lm vic ca cng ty thun tin vi qu v NPP ca cng ty c trang phc gn gng p. Nh phn phi lun sn sng gip qu v. Nh phn phi rt nhit tnh p ng yu cu ca qu v. NPP bao gi cng t ra lch s. Cng ty c nhng bc s dc s t vn tn tnh c kinh nghim. Bao b mu m v kiu dng sn phm p. C x ca NPP to s tin tng.

.705

.638

.536 .680 .653 .605 .579 .560 .531 .768 .692 .652 .535 .439 .799 .412

.746

.610 .533

.414

.747 .734 .525 .483

.603 .569

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GVHD: TS V Th Dng

Tnh cm ca qu v vi NPP rt tt. Qu v tin tng vo li gii thiu sn phm ca nh phn phi. NPP c kin thc tr li cu hi ca qu v Nh phn phi phc v qu v ng hn. Qu v khng phi ch qu lu khi nhn c hng Sau khi dng sn phm mi quan h vi NPP rt tt. Khi gp kh khn cng ty th hin s chn thnh trong gii quyt. .451 .441

.528

.729 .558 .435 .495 .445

.739

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 9 iterations.

Bng 4.2 cho ta thy c hin tng cross loading vi 2 bin : Qu v khng phi ch lu khi nhn c hng v sau khi dng sn phm mi quan h vi nh phn phi rt tt. Hai bin ny cn c h s loading yu (<0.5) v vy hai bin ny cn phi loi b. Vi ln phn tch factor th hai cc h s communality ca cc bin u > 0.5 duy ch c bin Qu v tin vo li gii thiu ca nh phn phi =0.479 < 0.5. iu ny c ngha l lng bin thin ca bin khng c gii thch nhiu bi cc bin khc c xem xt nn ta cn loi b n. Tin hnh phn tch factor tip ln 3. Tng t ln phn tch factor th 3 ny chng ta cng phi loi b bin Tnh cm ca qu v vi nh phn phi rt tt v communality = 0.482 < 0.5. Tng t ta tip tc thc thi phn tch factor ln 4 v loi bin Cng ty c nhng bc s, dc s t vn tn tnh c kinh nghim v c h s communality = 0.454 < 0.5, ng thi cng loi lun bin C x ca NPP to s tin tng v h s communality = 0.486 < 0.5. Tip tc phn tch factor ln 5 ta loi thm bin Nh phn phi rt thng lin lc vi qu v v c h s communality = 0.488 < 0.5. Tip tc phn tch nhn t ln 6 v loi thm bin Sn phm rt tin li khi s dng do c hin tng cross loading. Cui cng qua 7 bc phn tch factor ta c cc h s v tp bin nh sau:

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GVHD: TS V Th Dng

Bng 4.4 H s KMO-ln 7

KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square df Sig. .872 1951.084 276 .000

KMO = 0.872 cho thy mc c ngha ca tp d liu a vo phn tch nhn t kh cao. V kim tra Bartletts cng cho thy iu (Sig=0.000). Bng 4.5 Ma trn thnh phn c xoay-ln 7
Rotated Component Matrix(a)

Component 1 Cng ty thc hin giao dch ngay t ln u tin Cng ty c thng bo cho khch hng khi no quy trnh giao dch c thc hin Cng ty thc hin giao dch ng thi im ha. Nh phn phi thng bo chnh xc khi dch v c thc hin. Khi cng ty ha iu g, cng ty s thc hin. Bao b mu m v kiu dng sn phm p. Mt cch tng qut cht lng ca sn phm rt cao. Mi v sn phm d ung. Qu v c mua hng mc gi s. Sn phm thc hin ng chc nng ghi trn bao b. Cng ty th hin s cm thng n ring qu v. NPP hiu c yu cu c bit ca qu v. NPP th hin s quan tm n ring qu v. Cng ty quan tm n nhng yu cu c bit ca qu v. .646 .706 .718 .746 2 3 4 5 6

.567 .689 .688 .659 .625 .479 .733 .727 .706 .673 .447

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GVHD: TS V Th Dng

C s vt cht ca cng ty p v quy m. H thng bn hng ca cng ty c trang b hin i. Thi gian lm vic ca cng ty thun tin vi qu v NPP ca cng ty c trang phc gn gng p. Nh phn phi rt nhit tnh p ng yu cu ca qu v. Nh phn phi lun sn sng gip qu v. NPP bao gi cng t ra lch s. Nh phn phi phc v qu v ng hn. NPP c kin thc tr li cu hi Khi gp kh khn cng ty th hin s chn thnh trong gii quyt. .435

.785 .775 .616 .527 .769 .736 .566 .525 .448 .436 .657 .546 .444

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 8 iterations.

Bng 4.6 Phn tch nhn t- phng sai trch -ln 7

Total Variance Explained

Extraction Sums of Squared Component Initial Eigenvalues % of Total 1 2 3 4 5 6 7 8 9 10 11 12 7.745 2.381 1.550 1.292 1.088 1.021 .835 .808 .758 .712 .635 .608 Variance 32.269 9.922 6.459 5.384 4.533 4.254 3.481 3.367 3.158 2.967 2.644 2.531 Cumulative % 32.269 42.191 48.650 54.034 58.566 62.820 66.301 69.668 72.826 75.793 78.437 80.968 Total 7.745 2.381 1.550 1.292 1.088 1.021 Loadings % of Variance 32.269 9.922 6.459 5.384 4.533 4.254 Cumulative % 32.269 42.191 48.650 54.034 58.566 62.820 Total 2.878 2.778 2.619 2.507 2.507 1.788 Rotation Sums of Squared Loadings % of Variance 11.992 11.576 10.913 10.444 10.444 7.451 Cumulative % 11.992 23.569 34.482 44.926 55.369 62.820

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GVHD: TS V Th Dng

13 14 15 16 17 18 19 20 21 22 23 24

.589 .518 .467 .456 .422 .396 .361 .330 .310 .268 .236 .215

2.454 2.157 1.947 1.900 1.758 1.648 1.502 1.376 1.294 1.117 .983 .895

83.422 85.579 87.526 89.426 91.184 92.833 94.335 95.711 97.005 98.122 99.105 100.000

Extraction Method: Principal Component Analysis.

Bng 4.5 trnh by kt qu cui cng ca qu trnh phn tch nhn t. Tng tt c su nhn t gii thch c 62.8% bin thin ca d liu. Qu trnh phn tch nhn t chia cc bin thnh 6 nhm bin nh sau Bng 4.7 Nhn t s tin cy Bin
Tincay1 Tincay2

M t
Cng ty thc hin giao dch ngay t ln u tin. Cng ty c thng bo cho khch hng khi no quy trnh giao dch c thc hin.

Tincay4 Phanhoi1

Cng ty thc hin giao dch ng thi im ha. Nh phn phi thng bo chnh xc khi no quy trnh giao dch c thc hin

Tincay3

Khi cng ty ha iu g, cng ty s thc hin.

Bng 4.8 Nhn t Cht lng sn phm v gi c Bin M t

Chatluongsanpham29 Bao b mu m v kiu dng sn phm p. Chatluongsanpham31 Mt cch tng qut cht lng ca sn phm rt cao Chatluongsanpham30 Mi v ca sn phm d ung Chatluongsanpham33 Qu v ngh gi ny l ph hp so vi cht lng. Chatluongsanpham27 Sn phm thc hin ng chc nng ghi trn bao b

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GVHD: TS V Th Dng

Bng 4.9 Nhn t S cm thng

Bin
Camthong16 Camthong19 Camthong17 Camthong18

M t
Cng ty th hin s cm thng n ring qu v NPP hiu c yu cu c bit ca qu v NPP th hin s quan tm n ring qu v Cng ty quan tm n nhng yu cu c bit ca qu v

Bng 4.10 Nhn t S hu hnh v s thun tin

Bin
Huuhinh21 Huuhinh22 Camthong20 Huuhinh23

M t
C s vt cht ca cng ty p v quy m. H thng bn hng ca cng ty c trang b thit b hin i. Thi gian lm vic ca cng ty thun tin vi qu v. NPP ca cng ty c trang phc gn gng p

Bng 4.11 Nhn t Tnh sn sng v s phn hi ca nh phn phi

Bin
Phanhoi11 Phanhoi10 Nangluc14 Phanhoi9

M t
NPP rt nhit tnh p ng yu cu ca qu v NPP lun sn sng gip qu v NPP bao gi cng t ra lch s Nh phn phi phc v qu v ng hn

Bng 4.12 Nhn t nng lc ca nh phn phi v s tin cy ca cng ty

Bin
Nangluc15 Tincay5

M t
NPP c kin thc tr li nhng cu hi ca qu v. Khi gp kh khn cng ty th hin s chn thnh trong gii quyt.

Bng 4.7 n 4.12 cho ta ci nhn tng th hn v nhn t o lng tha mn ca khch hng trong dch v bn hng a cp. a s cc nhn t u ph hp vi cc nhn t ca thang o SERVPERF. Ngoi ra nhn t cht lng sn phm v gi c cng c khng nh l c ngha trong m hnh o lng s tha mn ca khch hng. Nhn t cui cng l nhn t nng lc ca nh phn phi v s tin cy ca

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GVHD: TS V Th Dng

cng ty vi h s chuyn ti cng khng ln lm (0.546 v 0.657). Cc nhn t ny s c kim nh tin cy trong thang o bng kim nh Cronbachs Alpha. (Xem thm ph lc phn tch nhn t phn ph lc)

4.4

Kim nh tin cy ca thang o

Mt tp hp cc mc hi c nh gi tt khi h s alpha ln hn hoc bng 0.8, h s Cronbachs Alpha t 0.6 tr ln l c th s dng c (Peterson, 1994). Theo Nunnally & Burnstein (1994), cc bin c h s tng quan bin tng (total correlation) nh hn 0.3 s b loi khi thang o do c tng quan km vi cc bin khc trong cng mc hi Sau khi dng phng php nhn t, tin hnh kim nh tin cy ca thang o gm su bin: Nhn t s tin cy , Cht lng sn phm v gi c, S cm thng, S hu hnh v thun tin, Tnh sn sng v s phn hi ca nh phn phi, Nhn t nng lc ca nh phn phi v s tin cy ca cng ty chng o lng mt bin ph thuc l mc tha mn chung ca khch hng v dch v bn hng ca cng ty. Tin hnh kim nh cho tng nhn t v nhn thy kt qu Cronbachs alpha kh cao > 0.7 v thng s ca cc bin Total correlation trong tng nhn t u > 0.3 chng t khng c bin no l rc. Tuy nhin ch c nhn t Nng lc ca nh phn phi v s tin cy ca cng ty l c h s cronbachs alpha = 0.402 < 0.7. Cho nn nhn t ny khng c tin cy trong vic o lng s tha mn ca khch hng, v vy ta nn loi nhn t ny ra khi m hnh. Di y l h s Cronbachs alpha tng kt ca 6 nhn t thnh phn ca bin ph thuc s hi lng chung ca khch hng v dch v bn hng.
Bng 4.13 H s Cronbachs alpha tng kt

Nhn t Nhn t s tin cy Cht lng sn phm v gi c S cm thng, S hu hnh v thun tin

Cronbachs Alpha .772 .776 .778 .821

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GVHD: TS V Th Dng

Tnh sn sng v s phn hi ca nh phn phi Nng lc ca nh phn phi v s tin cy ca cng ty

.765 .402

4.5

Hiu chnh m hnh nghin cu v cc gi thuyt.

Qua phn tch h s tin cy Cronbachs Alpha cho cc nhn t, bng phn tch cho thy h s Cronbachs alpha nh nht l 7.65, iu ny kh tt chng t thang o kh tin cy. Do s thay i thnh phn o lng s tha mn, m hnh nghin cu c iu chnh li nh sau. Nhn t s tin cy H1

Cht lng sn phm v gi c H2 S tha mn v dch S cm thng H3 v bn hng a cp (Satisfaction) S hu hnh v thun tin H5 Tnh sn sng v s phn hi ca NPP H4

Hnh 4.1 M hnh nghin cu hiu chnh. M hnh ny s dng trong phn tch hi quy v kim nh cc gi thuyt sau:

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GVHD: TS V Th Dng

H1: tin cy c quan h dng vi S tha mn H2: Cht lng sn phm v gi c cm nhn c quan h dng vi S tha mn v dch v bn hng a cp H3: S cm thng c quan h dng vi S tha mn H4: S hu hnh v thun tin c quan h dng vi S tha mn H5: Tnh sn sng v s phn hi ca NPP c quan h dng vi S tha mn. Lun vn cng t thm mt s cu hi nghin cu nhm phc v mc ch qun l RQ6: C s khc bit v s hi lng gia nhng ngi c trnh hc vn t i hc tr ln? RQ7: C s khc bit v s hi lng nhng ngi c thu nhp cao >4 triu?

4.6

Phn tch hi quy a bin

Trc khi phn tch hi quy vi cc nhn t mi hnh thnh trong bc phn tch nhn t vi bin ph thuc, phn tch h s tng quan c tin hnh cho 7 bin bao gm 6 bin c lp v 1 bin ph thuc vi h s Pearson v kim nh 2 pha vi mc ngha 0.05. Ma trn trn h s tng quan th hin s c lp gia su bin c lp vi bin ph thuc.
Bng 4.14 H s tng quan vi bin ph thuc.
Pearson Correlations
Mc hi lng chung v dch v bn hng. 1 .110 .385(**) .430(**) .210(**) .019 Tnh sn sng v s phn hi ca NPP. .210(**) .000 .000 .000 1 .000

Pearson Correlation Mc hi lng chung v dch v bn hng. S tin cy Cht lng sn phm v gi c S hu hnh v thun tin Tnh sn sng v s phn hi ca NPP. S cm thng.

S tin cy

Cht lng sn phm v gi c

S hu hnh v thun tin

S cm thng.

.110 1 .000 .000 .000 .000

.385(**) .000 1 .000 .000 .000

.430(**) .000 .000 1 .000 .000

.019 .000 .000 .000 .000 1

** Correlation is significant at the 0.01 level (2-tailed).

Theo bng 4.15 nh vy nu s dng mc ngha 1% ( tc l xc sut chp nhn gi thuyt sai l 1%) th cc bin Cht lng sn phm v gi c (Pearson

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GVHD: TS V Th Dng

correlation = 0.385), s hu hnh v thun tin (Pearson correlation = 0.430), Tnh sn sng v s phn hi ca NPP (Pearson correlation = 0.210) c ngha tng quan vi bin ph thuc l tha mn chung ca khch hng. Hai bin cn li tin cy v s cm thng c tng quan rt thp vi bin ph thuc nn chng s b loi b v khng a vo phn tch hi quy a bin.(Xem ph lc bng H s tng quan ca cc bin c lp vi bin ph thuc) Tin hnh hi quy a bin vi 3 nhn t c kim nh h s tng quan V mt bin ph thuc l Mc hi lng chung vi dch v bn hng a cp. Kt qu hi quy trong bng sau cho thy 03 nhn t a vo u t mc ngha 0.05 l Cht lng sn phm v gi c, S hu hnh v thun tin, Tnh sn sng v s phn hi ca NPP. V thch hp ca m hnh, h s R2 hiu chnh bng 0,368 l thp nhng kt qu phn tch cho thy kim nh F = 39,196 c mc ngha sig = 0,000 < 0,05 (Bng 7.27 trong phn ph lc). iu ny chng t 3 bin c lp trn c s dng trong m hnh l hon ton ph hp v gii thch c phn no cm nhn ca ngi tiu dng v nhng yu t nh hng n s tha mn ca h. ng thi, kt qu cho thy h s chp nhn (Tolerance) kh cao(= 1) v h s phng i phng sai VIF kh thp(= 1). Do vy, hin tng a cng tuyn gia 3 bin c lp trong m hnh hi quy ny nh. i vi phn tch phn d chun ha cho thy th phn b phn d c dng gn nh phn phi chun, cho nn khng vi phm cc gi thuyt khi tin hnh chy hi quy ca cc bin c lp (Bng 7.29 trong phn ph lc).
Bng 4.15 H s hi quy a bin
Nhn t Beta Cha chun Chun ha Sig Tng quan chui chp nhn VIF

(Constant) S hu hnh v thun tin (TAN_CON)

4.263 0.281 0.430

0.0000 0.0000

1 1

1 1

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GVHD: TS V Th Dng

Cht lng sn phm v gi c (QUA_PRICE) Tnh sn sng v s phn hi ca NPP (READY_ RES)

0.252

0.385

0.0000

0.138

0.210

0.0000

Phng trnh hi quy th hin mi quan h gia s tha mn (SAS) ca khch hng i vi dch v bn hng a cp c th hin bng biu thc sau SAS = 0.430*TAN_CON + 0.385*QUA_PRICE + 0.210* READY_RES Qua m hnh phn tch hi quy ta thy c s tc ng mnh ca nhn t s hu hnh v thun tin ( = 0.430) , v k n l nhn t Cht lng v gi c ( = 0.385), v cui cng l tnh sn sng v s phn hi ca nh phn phi ( = 0.210). V h s R2 hiu chnh thp nn m hnh ny cng cha c y lm, chc rng s c nhng yu t n tng no tc ng mnh n s hi lng ca khch hng bn hng a cp. (Xem thm ph lc bng H s hi quy a bin)

4.7

Kim nh cc gi thuyt

Vi gi thuyt H1: tin cy c quan h dng vi S tha mn, iu ny khng c ngha trong m hnh hi quy a bin sau cng. iu ny c ngha khch hng ch cn sn phm tt v dng nh khng quan tm dch v c thc hin nh th no, c tin cy hay khng. Vi gi thuyt H2: Cht lng sn phm v gi c cm nhn c quan h dng vi S tha mn v dch v bn hng a cp iu ny c chng minh qua phn tch hi quy a bin vi h s Beta chun ha = 0.385. Vi gi thuyt H3: S cm thng c quan h dng vi S tha mn iu ny cng khng c ngha trong m hnh hi quy cui. Vi gi thuyt H4: S hu hnh v thun tin c quan h dng vi S tha mn iu ny c chng minh qua phn tch hi quy a bin vi h s Beta chun ha = 0.430.

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GVHD: TS V Th Dng

Vi gi thuyt H5: Tnh sn sng v s phn hi ca NPP c quan h dng vi S tha mn iu ny c chng minh qua phn tch hi quy a bin vi h s Beta chun ha = 0.210. Cc cu hi nghin cu RQ6 v RQ7 c kim nh bng kim nh IndependentSamples T Test. Tin hnh kim tra cho cc RQ6- RQ9 v nhn thy khng c s khc bit vi s tha mn ca khch hng. (Xem thm ph lc 7.8 kim tra s khc bit ca cc nhm) Chng ta c m hnh o lng s tha mn ca khch hng vi dch v bn hng a cp nh sau Hnh 4.2 M hnh o lng s tha mn ca dch v bn hng a cp. S hu hnh v thun tin S tha mn v dch v bn hng a cp (Satisfaction) Tnh sn sng v s phn hi ca NPP M hnh hi quy cui cng a ra bao gm ba nhn t. Th nht S hu hnh v thun tin. Nhn t ny c ngha cao vi s hi lng ca khch hng, thi gian lm vic thun tin cho khch hng d dng tip cn sn phm v s h tr ca mt h thng bn hng hin i chnh xc cng lm khch hng tha mn. Ngoi ra cng khng th khng k n tnh tin dng ca sn phm. Th hai l yu t cht lng sn phm v gi c. Cht lng sn phm c chng nhn v lan truyn bng nhiu cch, nh l c chng nhn ca c quan chc nng, c b dy kinh nghim trong lnh vc hot ng, c danh ting trn lnh vc hot ng. Yu t gi c y phi so snh vi cht lng, hay so snh vi cc sn

Cht lng sn phm v gi c

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phm tng ng cng chc nng. V s tha mn cng tng cao khi gi c c khch hng cm nhn ph hp so vi cht lng. Th ba l tnh sn sng v s phn hi ca nh phn phi. Hnh thc bn hng a cp l mt hnh thc bn hng trc tip v vy vic giao dch nhanh chng v phn hi nhanh ti cc yu cu kin ngh ca khch hng cng lm tng s tha mn.

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Chng 5 KT LUN V KIN NGH

Chng 4 trnh by kt qu thng k nh lng v cch phn tch nh gi kim nh tin cy ca thang o vi tp d liu thu thp c. chng cui lun vn cng a ra m hnh ph hp vi tp d liu thu thp c, ng thi cng phn tch hi quy a ra m hnh c ngha v kim nh cc gi thuyt thng k. Trong chng ny s trnh by kt lun v cc kin ngh da vo m hnh l thuyt hiu chnh trong chng 4. Cc kin ngh ny gip ch cho ngi qun l trong vic nng cao cht lng dch v bn hng hay dng trong chin lc phc v khch hng theo tng phn khc khc nhau. Cui cng lun vn s a ra im hn ch tn ti v nhng hng nghin cu tip theo i vi multi level marketing.

5.1

Kin ngh

Nhn chung khi phn tch v a ra m hnh o lng s tha mn ca khch hng v dch v bn hng a cp cng cung cp cho nh qun l kh nhiu thng tin. Nhn t c tc ng mnh n s tha mn l S hu hnh v thun tin c o bng cc bin: + C s vt cht ca cng ty p v quy m. + H thng bn hng ca cng ty c trang b thit b hin i. + Thi gian lm vic ca cng ty thun tin vi qu v. + Sn phm rt tin li khi s dng + NPP ca cng ty c trang phc gn gng p Bn hng a cp l kiu kinh doanh lng tin nn c s vt cht ca cng ty hp dn v p cng to nn tm l yn tm thoi mi v hi lng cho khch hng. Ngoi ra sn phm tin li khi s dng v thi gian thun tin khi n giao dch t vn cng lm cho khch hng hi lng. Phong cch lm vic chuyn nghip, tc phong cng nghip cng lm cho khch hng cm thy hi lng khi c t vn v s dng sn phm. Trong cc bin tc ng mnh ny nu l nh sn xut hay iu hnh cng ty th nn ch trng n xy dng mt c s vt cht honh trng v hp dn, ng

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thi linh ng v thi gian t vn lm hi lng khch hng, v cng khng qun tnh tin li ca sn phm. V vi v tr l nh qun l h thng bn hng a cp ca mnh th nn bt buc nhn vin c tc phong chuyn nghip v trang phc lch s khi tip cn khch hng to nn s hu hnh. K n nhn t tc ng vo s tha mn l nhn t v Cht lng v gi c c o lng thng qua cc bin sau: + Mi v ca sn phm d ung + Bao b mu m v kiu dng sn phm p. + Mt cch tng th cht lng sn phm rt cao + Qu v ngh gi ny l ph hp so vi cht lng. + Sn phm thc hin ng chc nng ghi trn bao b. Bn hng hay cung cp dch v u phi da trn yu t then cht l sn phm. V vy sn phm tt da trn mt gi c hp l cng lm cho khch hng hi lng. Do hin thi trn th trng cha c mt sn phm tng t nh th nn cng ty nh v sn phm trong lng ngi tiu dng l loi sn phm cht lng cao v dnh cho nhng ngi tr tui trong tng lai. Vic nh v gi cao vi cht lng cao ny t kt qu v vi nhng ai s dng, h u khng than phin v vn gi c so vi cht lng. Nhn t tc ng vo s tha mn cui cng l tnh sn sng v s phn hi ca nh phn phi c o bng bn bin sau: + NPP rt nhit tnh p ng yu cu ca qu v. + NPP lun sn sng gip qu v + NPP bao gi cng t ra lch s + NPP phc v qu v ng hn Tnh sn sng tng t nh kh nng p ng v s phn hi nhanh chng trong dch v. C mt ngi t vn tt nhit tnh lun sn sng gip trong vic t vn tiu dng, mua hay gii quyt s c trong qu trnh s dng l iu lm cho khch hng cm thy hi lng v thoi mi. M hnh bn hng a cp l mt m hnh rt tt v kha cnh chm sc khch hng, v a s khch hng ca h da trn

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mi quen bit v lng tin c sn, cng thm vo s hun luyn chuyn nghip th chc chn mi phn t hay thnh vin trong mng li bn hng a cp lm rt tt vic ny. X hi ngy cng vn minh v pht trin cc nhu cu cp thp cng t c coi trng v cc nhu cu cao hn cng c cp. Mt trong nhng nhu cu l nhu cu c tn trng. Bn hng a cp ni chung v dch v bn hng a cp ca cng ty L hi lm rt tt vic tn trng bng cch quan tm chia s v lun lch s trong tip xc, giao tip. Thm vo tc phong chuyn nghip phc v ng nh nhng g ha cng l yu t lm khch hng hi lng. L nh qun l trong chui bn hng a cp, nn ch trng cng vic hun luyn kin thc cho nhn vin. Trao di kh nng quan tm chia s, thi phc v v tnh k lut lun tn trng li ha v sn sng gip khch hng cho nhn vin Ngy cng c nhiu cnh tranh, t cc tp on cng ngnh nhng ngun lc, ti chnh v thi gian th gii hn, v vy qua m hnh hi quy i vi nh sn xut v ngi iu hnh nn hai nhn t tc ng mnh vo s hi lng ca khch hng (i tng cui cng cho vic kinh doanh) l cht lng, gi c sn phm v tnh hu hnh thun tin. V nu l ngi qun l trong h thng bn hng a cp th hai yu t hng u tc ng vo s tha mn ca khch hng l nng lc thi ca NPP, v tnh sn sng dch v ca NPP. Qua mi v tr s c nhng chin lc sch lc ph hp cho mnh trong vic tha mn cao s hi lng ca khch hng.

5.2

Kt lun

Thng qua sut qu trnh lm lun vn th tc gi thm nhp vo thc t m hnh bn hng a cp ny v nhn thy tnh tin tin ca n, v theo dn li ca tng thng M v cc nh kinh t M, th th k 21 l thi k ca kinh doanh theo mng, kinh doanh theo h s nhn v kinh doanh lng tin. V trong thc t trn mi trng mng o kiu kinh doanh ny cng xut hin di hnh thc ngi referer trong cc chng trnh click vo link kim tin hay xem qung co nhn tin hay chng trnh thm bn thm vui ca cng ty dch v vin thng vinafone. Thng

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qua ti ny cng khng nh c s hi lng chung ca khch hng mc kh cao i vi dch v bn hng a cp. Yu t tha mn i vi bn hng a cp khng ch c nhn t Cht lng sn phm v gi c m cn c nhn t Tnh hu hnh v tin dng v nhn t Tnh sn sng v s phn hi ca nh phn phi.

5.3

im hn ch ca ti.

S lng mu cho mi phn nhm cha ln thc hin cc thng k ANOVA cho bin mi quan h thn s nhm tm hiu liu rng c s khc bit gia s tha mn v dch v bn hng a cp ca nhng ngi c mi quan h gn vi nhng mi quan h khc khng. Nghin cu ch tin hnh vi mt cng ty L Hi m cha m rng ra vi cc cng ty khc v vy thang o ang s dng c th cn thiu mt s bin o lng cc nhn t ca s tha mn. Do thi gian c hn nn cha nghin cu c ti liu nc ngoi v cc kho st s hi lng v dch v multi level marketing ny Lun n ny cng l mt nghin cu mi trong lnh vc bn hng a cp. Nn cha tm ht nhng nhn t khc lin quan n s tha mn ca khch hng vi dch v bn hng a cp.

5.4
o

Hng nghin cu tip theo

Xy dng thang o tng qut cho m hnh o lng mc tha mn ca khch hng khi s dng dch v bn hng a cp. Nhng ro cn no tc ng n khch hng khi s dng dch v bn hng a cp. Hiu qu ca bn hng a cp so vi bn hng trc tip truyn thng v n c li ting xu vi nhng ai tng tham gia vo mng li a cp khng?. Liu bn hng a cp c tng hiu qu tip th ti u v tng trung thnh ca khch hng nu cc cng ty tham gia vo lnh vc thc phm chc nng, chm

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sc sc p, sc khe dng hnh thc bn hng a cp(Cng ty Avon, BBC, Nutri food) o o o Bn hng a cp c hiu qu qun l nh th no Nhng yu t quyt nh n hnh vi s dng sn phm thc phm chc nng Nhng yu t nh hng n lng trung thnh ca khch hng khi khch hng s dng thc phm chc nng ca cng ty L Hi

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TI LIU THAM KHO

1. Belsley, D. A., E. Kuh, and R. E. Welsch. 1980, Regression diagnostics: Identifying influential data and sources of collinearity. New York: John Wiley and Sons. 2. Joseph F.Hair Jr, Rolph E.Anderson, Ronald L.Tatham & William C. Black (1992) 3. Hu, L Nguyn - Phng php nghin cu, ti liu mn hc Trng i hc Bch Khoa (2007) 4. Hong Trong-Chu Nguyn Mng Ngc - Phn tch d liu nghin cu vi SPSS, NXB Thng k 2005 5. Kotler (2003), Marketing Management, The Millennium Edition, Prentice Hall. 6. Luarn Pin & Lin (2003), A Customer Loyalty Model for E-Service Context, Journal of Electronic Commerce Research, Vol.4, No.4 7. Mittal, B. & Lessar, W. M., 1996, The role of personalization in service encounters, Jounral of Retailing, Vol.72, No.1, 95-109 8. Peteraon, R.(1994) A Meta Analysis of Cronbachs Coefficient Alpha, Jounal of Consumer Research. 9. Th, Nguyn nh & Trang, Nguyn Th Mai - Nghin cu khoa hc marketing NXB i Hc Quc Gia TpHCM (2007) 10. Website: www.mlm.vn 11. Website: http://www.flpvietnam.com 12. Website: http://www.foreverliving.com 13. Website: http://www.diepkhaccuong.com/

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PH LC 7.1 Dn bi, cu hi nghin cu nh tnh

Dn bi phng vn chuyn gia v tho lun vi khch hng C mu thu thp: n = 10-15 Cch thc thu thp: phng vn qua in thoi & n gp trc tip tho lun 1 nhm t 3-5 khch hng. Gii thiu Xin cho ng b, Ti l V Thi Bnh hin l hc vin cao hc ngnh qun tr kinh doanh, trng i Hc Bch Khoa. Hin nay chng ti ang tin hnh kho st tm hiu mc tha mn ca khch hng i vi dch v bn hng ca cng ty TNHH L Hi. L chuyn gia qun l trong lnh vc bn hng / ngi khch hng trc tip s dng sn phm, ng b c kin no v cc yu t nh hng n s tha mn hi lng ca khch hng/ca mnh khi s dng dch v bn hng ca cng ty. Cc cu hi gi thm xoay quanh cch ch : S tin cy : Thc hin ng nh li ha, gii quyt n hng chuyn nghip, giao hng ng ngi, cung cp thng tin tin cy thit thc, thng bo thi gian s nhn hng, tin tng cht lng hng nh ngi bn hng ha, quy trnh phc v cho khch hng r rng. Vi m hnh bn hng a cp ny th s tin cy c hiu nh th no. phn hi: Nhn vin c cu tr li ng hn, khi cn s gip th khch hng lun nhn c cu t vn ng nh mun, nu c s c th c nhn vin cung cp kp thi. Vi m hnh bn hng a cp ny th phn hi c hiu nh th no v c th o lng bng cc cu hi no.

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Nng lc phc v: Nhn vin c th phc v khch hng m khng t ra qu bn rn, Nhn vin lch s nh nhn, cch c x ca nhn vin to s tin tng vi khch hng, nhn vin c y thng tin, nhn vin c cp nht danh mc hng ha, nhn vin c k nng bn hng. Vi m hnh bn hng a cp ny th nng lc phc v c o bng cc cu hi nh th no.

S cm thng: Nhn vin th hin s quan tm n khch hng khi cn, nhn vin qu quan tm n khch hng, thi gian lm vic thun tin cho khch hng, quan tm n nhng yu cu c bit trc khi khch hng ni.

S hu hnh: Cng ty c tr s ln thuyt phc, nhn vin tip xc chuyn nghip v c dng ng phc, cc phng tin vt cht ca cng ty trng rt hp dn v to n tng.

Cm nhn u tin v cht lng sn phm: cht lng sn phm cm nhn trc khi dng, cm nhn sn phm sau khi dng. Vi m hnh bn hng a cp ny th cm nhn v cht lng sn phm c o bng cc cu hi nh th no v c th o lng bng cc cu hi no.

Mi quan h trc v sau khi thc hin dch v : quan h tt hn sau khi s dng dch v.. kin v gi c, v kha cnh gi c v cht lng kin khc ?

Ti chn thnh cm n qu ng b a ra nhng chnh kin ca mnh. Ti m bo thng tin c nhn ca qu v s lun c bo mt, v kt qu ny khng phc v cho mc nh thng mi.

7.2 Bng cu hi nghin cu nh lng

Bng 7.1 BNG CU HI PHNG VN NH LNG

Xin cho qu v.

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Chng ti l hc vin cao hc chuyn ngnh Qun tr doanh nghip trng i Hc Bch Khoa TpHCM. Hin chng ti ang thc hin ti nghin cu cc yu t nh hng n s tha mn ca khch hng i vi dch v bn hng a cp ca cng ty TNHH L Hi 19C Cng Ha (gi tt l cng ty L Hi).

Nhm mc ch tha mn hn na khch hng v ng thi phc v cho mc ch nghin cu, chng ti mong nhn c qu v chia s chnh kin ca mnh qua bng cu hi sau y

Vi chng ti mi kin ca qu v u hu ch v chng ti khng c quan nim kin no ng, kin no sai

Xin qu v cho bit mc ng ca mnh bng cch khoanh trn thch hp vo cc mc theo bng ch dn sau:
1. Hon ton khng ng 2.Khng ng 3. Trung tnh 4. ng 5. Hon ton ng

tin cy 1. Cng ty L Hi thc hin quy trnh giao dch ngay t ln u tin c yu cu 2. Cng ty L Hi c thng bo cho khch hng khi no quy trnh giao dch c thc hin 3. Khi cng ty L Hi ha thc hin iu g , cng ty s thc hin 4. Cng ty L Hi thc hin giao dch ng vo thi im m cng ty ha thc hin 5. Khi qu v c kh khn, cng ty L Hi th hin s quan tm chn thnh trong gii quyt 6. Cng ty L Hi c nhng bc s dc s t vn tn tnh v c kinh nghim 7. Qu v tin tng vo li gii thiu ca nh phn phi v chc nng v hiu qu ca sn phm S phn hi 8. Nh phn phi thng bo cho qu v chnh xc khi no giao dch s c thc hin 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5

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9. Nh phn phi trong cng ty L Hi phc v qu v ng hn 10. Nh phn phi trong Cng ty L Hi lun sn sng gip qu v. 11. Nh phn phi rt nhit tnh p ng yu cu ca qu v 12. Qu v khng phi ch qu lu khi nhn c hng Nng lc phc v 13. C x ca Nh phn phi to s tin tng i vi qu v 14. Nh phn phi trong Cng ty L Hi bao gi cng t ra lch s nh nhn vi qu v. 15. Nh phn phi trong Cng ty L Hi c kin thc tr li nhng cu hi ca qu v. S cm thng 16. Cng ty L Hi th hin s quan tm n ring qu v 17. Nh phn phi th hin s quan tm n ring qu v 18. Cng ty L Hi quan tm n nhng yu cu c bit ca qu v 19. Nh phn phi hiu c nhng yu cu c bit ca qu v. 20. Thi gian lm vic ca cng ty L Hi thun tin vi qu v. S hu hnh 21. C s vt cht ca Cng ty L Hi trng p v quy m 22. H thng bn hng ca cng ty L Hi c trang b thit b hin i 23. Nh phn phi ca Cng ty L Hi c trang phc gn gng, p Mi quan h 24. Tnh cm ca qu v vi nh phn phi rt tt 25. Nh phn phi rt thng lin lc vi qu v. 26. Sau khi dng sn phm mi quan h ca qu v vi nh phn phi rt tt Cht lng sn phm 27. Sn phm thc hin ng chc nng ghi trn bao b 28. Sn phm rt tin li khi s dng 29. Bao b mu m v kiu dng sn phm p 30. Mi v ca sn phm d ung 31. Mt cch tng qut cht lng ca sn phm rt cao.

1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5

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S cm nhn v gi c 32. Qu v c mua hng mc gi s 33. Qu v ngh gi ny l ph hp so vi cht lng 34. Mc hi lng chung ca qu v v dch v bn hng ca cng ty L hi
1. Rt khng hi lng 2.Khng hi lng 3. Trung tnh 4. Hi lng

1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
5. Rt hi lng

THNG TIN C NHN ( dng cho vic thng k phn loi, tc gi nghin cu m bo tnh bo mt thng tin c nhn ca qu v) 35. Sn phm qu v s dng Sn phm thc phm chc nng M phm Khc 36. Mi quan h ca qu v vi nh phn phi/sponsor Quan h gia nh cp 1, gn nht (V chng, cha m, anh ch em, con ci) Quan h b con (Ni ngoi, con chu, ch thm, c dng, cu m, g dng, anh em c cu, anh em bn d) Quan h bn b, i tc lm n 37. Trnh hc vn: Tt nghip ph thng Cao ng Sau i hc 38. Mc thu nhp trn thng: <2 triu 40. Gii tnh : Nam , 2-4 triu N Trung cp i hc Khc , >4 triu v 10 triu , >10 triu

39. H Tn:___________________________________________________________________________________ 41. Nm sinh __________ Xin chn thnh cm n qu v. V chc qu v hnh phc sc khe v thnh cng.

7.3 Ph lc phn tch m t

Bng 7.2 Thng k m t tui
Do tuoi
Frequency Valid 1.00 2.00 3.00 81 88 14 Percent 40.5 44.0 7.0 Valid Percent 40.7 44.2 7.0 Cumulative Percent 40.7 84.9 92.0

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4.00 Total Missing Total System

16 199 1 200

8.0 99.5 .5 100.0

8.0 100.0

100.0

Bng 7.3 Thng k m t gii tnh

Gioi tinh
Frequency Valid Nam Nu Total 112 88 200 Percent 56.0 44.0 100.0 Valid Percent 56.0 44.0 100.0 Cumulative Percent 56.0 100.0

Bng 7.4 Trnh hc vn

Muc thu nhap tren thang
Frequency Valid < 2trieu 2-4 trieu >4trieu & <=10trieu >10 trieu Total 88 80 26 6 200 Percent 44.0 40.0 13.0 3.0 100.0 Valid Percent 44.0 40.0 13.0 3.0 100.0 Cumulative Percent 44.0 84.0 97.0 100.0

Bng 7.5 Thng k m t trnh hc vn

Trinh do hoc van
Frequency Valid Tot nghiep pho thong trung hoc Trung cap Cao dang Dai hoc Sau dai hoc Khac Total Missing Total System 48 33 26 44 3 5 159 41 200 Percent 24.0 16.5 13.0 22.0 1.5 2.5 79.5 20.5 100.0 Valid Percent 30.2 20.8 16.4 27.7 1.9 3.1 100.0 Cumulative Percent 30.2 50.9 67.3 95.0 96.9 100.0

Bng 7.6 Mi quan h m t vi nh phn phi/ sponsor

Moi quan he cua quy vi voi nha phan phoi
Frequency Percent Valid Percent Cumulative Percent

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Valid

Quan he gia dinh cap 1 gan nhat(vo chong, cha me, anh chi em, con cai) Quan he ba con(noi ngoai,con chau,chu thim, co duong,cau mo,di duong,anh em co cau, anh em ban di, anh em chu bac,...) Khac Total

17

8.5

10.2

10.2

4.5

5.4

15.6

141 167 33 200

70.5 83.5 16.5 100.0

84.4 100.0

100.0

Missing Total

System

Bng 7.7 Thng k m t s tha mn dch v chung

Statistics Mean Cong ty thuc hien giao dich ngay tu lan dau tien Cong ty co thong bao cho khach hang khi nao quy trinh giao dich duoc thuc hien Khi cong ty hua dieu gi, cong ty se thuc hien Cong ty thuc hien giao dich dung thoi diem da hua Khi gap kho khan, cong ty the hien su chan thanh trong giai quyet Cong ty co nhung bac sy, duoc sy tu van tan tinh co kinh nghiem Quy vi tin tuong vao loi gioi thieu san pham cua nha phan phoi Nha phan phoi thong bao chinh xac khi dich vu duoc thuc hien Nha phan phoi phuc vu quy vi dung hen Nha phan phoi luon san sang giup do quy vi Nha phan phoi rat nhiet tinh de dap ung yeu cau cua quy vi Quy vi khong phai cho qua lau khi nhan duoc hang Cu xu cua NPP tao su tin tuong NPP bao gio cung to ra lich su NPP co kien thuc de tra loi cau hoi Cong ty the hien su cam 3.88 Std. Deviation 1.049336 Variance 1.101106 Skewness -1.04894 Std. Error of Skewness 0.171925 Kurtosis 0.86874 Std. Error of Kurtosis 0.342202 Range 4

4.145

0.841138

0.707513

-1.66197

0.171925

4.280942

0.342202

4.245 4.22

0.792537 0.827662

0.628116 0.685025

-1.26246 -1.45123

0.171925 0.171925

2.737937 3.273618

0.342202 0.342202

4 4

4.24

0.75847

0.575276

-1.06083

0.171925

1.732132

0.342202

4.645

0.592223

0.350729

-2.04591

0.171925

6.728761

0.342202

4.2

0.770042

0.592965

-0.82707

0.171925

0.855749

0.342202

4.110553 4.35 4.555 4.38 4.211055 4.291457 4.48 4.22 3.8

0.716218 0.632058 0.655073 0.740501 0.820001 0.670803 0.749941 0.75128 0.982255

0.512969 0.399497 0.429121 0.548342 0.672402 0.449977 0.562412 0.564422 0.964824

-0.99918 -0.68448 -1.72215 -1.56723 -1.24144 -0.82531 -1.9169 -1.03257 -0.71342

0.17235 0.171925 0.171925 0.171925 0.17235 0.17235 0.171925 0.171925 0.171925

2.341998 0.661193 4.433363 4.013616 2.38057 1.789689 5.37804 2.169779 0.220214

0.343041 0.342202 0.342202 0.342202 0.343041 0.343041 0.342202 0.342202 0.342202

4 3 4 4 4 4 4 4 4

Lun vn tt nghip

65

GVHD: TS V Th Dng

thong den rieng quy vi NPP the hien su quan tam den rieng quy vi Cong ty quan tam den nhung yeu cau dac biet cua quy vi NPP hieu duoc yeu cau dac biet cua quy vi Thoi gian lam viec cua cong ty thuan tien voi quy vi Co so vat chat cua cong ty dep va quy mo He thong ban hang cua cong ty duoc trang bi thiet bi hien dai NPP cua cong ty co trang phuc gon gang dep Tinh cam cua quy vi voi NPP rat tot NPP rat thuong lien lac voi quy vi Sau khi dung san pham moi quan he voi NPP rat tot San pham thuc hien dung chuc nang ghi tren bao bi San pham rat tien loi khi su dung Bao bi mau ma va kieu dang san pham dep Mui vi cua san pham de uong Mot cach tong quat chat luong cua san pham rat cao Quy vi duoc mua hang o muc gia si Quy vi nghi gia nay la phu hop so voi chat luong Muc do hai long chung ve dich vu ban hang 4.07 3.885 4.05 4.535 4.4 4.31 4.42 4.275 4.291457 4.335 4.487437 4.41206 4.035 4.14 4.395 4.555 4.195 4.26 0.871145 0.936032 0.80044 0.728994 0.687286 0.798176 0.667704 0.715496 0.707448 0.667083 0.584819 0.659856 0.858756 0.850894 0.769373 0.685071 0.883674 0.651554 0.758894 0.876156 0.640704 0.531432 0.472362 0.637085 0.445829 0.511935 0.500482 0.445 0.342013 0.435409 0.737462 0.72402 0.591935 0.469322 0.780879 0.424523 -1.28821 -0.80797 -0.98134 -2.32382 -1.27582 -1.456 -1.23801 -0.87589 -1.26186 -1.01768 -0.63952 -1.32283 -1.12545 -0.86563 -1.68201 -2.09486 -1.27543 -0.75991 0.171925 0.171925 0.171925 0.171925 0.171925 0.171925 0.171925 0.171925 0.17235 0.171925 0.17235 0.17235 0.171925 0.171925 0.171925 0.171925 0.171925 0.171925 2.264598 0.564158 1.671627 7.673624 2.924082 3.231104 2.943204 1.364085 3.649445 2.514501 -0.54866 3.687763 1.959195 0.726419 4.349006 6.688347 1.833615 2.066157 0.342202 0.342202 0.342202 0.342202 0.342202 0.342202 0.342202 0.342202 0.343041 0.342202 0.343041 0.343041 0.342202 0.342202 0.342202 0.342202 0.342202 0.342202 4 4 4 4 4 4 4 4 4 4 2 4 4 4 4 4 4 4

7.4 Ph lc phn tch nhn t

Bng 7.8 Ma trn h s ti c xoay ln 1
Rotated Component Matrix(a)

Component 1 Cong ty co thong bao cho khach hang khi nao quy trinh giao dich .742 2 3 4 5 6 7 8

Lun vn tt nghip

66

GVHD: TS V Th Dng

duoc thuc hien

Cong ty thuc hien giao dich ngay tu lan dau tien Cong ty thuc hien giao dich dung thoi diem da hua Nha phan phoi thong bao chinh xac khi dich vu duoc thuc hien Khi cong ty hua dieu gi, cong ty se thuc hien Quy vi duoc mua hang o muc gia si Quy vi nghi gia nay la phu hop so voi chat luong San pham thuc hien dung chuc nang ghi tren bao bi Mot cach tong quat chat luong cua san pham rat cao Mui vi cua san pham de uong San pham rat tien loi khi su dung NPP the hien su quan tam den rieng quy vi NPP hieu duoc yeu cau dac biet cua quy vi Cong ty the hien su cam thong den rieng quy vi Cong ty quan tam den nhung yeu cau dac biet cua quy vi NPP rat thuong lien lac voi quy vi Co so vat chat cua cong ty dep va quy mo He thong ban hang cua cong ty duoc trang bi thiet bi hien dai Thoi gian lam viec cua cong ty thuan tien voi quy vi NPP cua cong ty co trang phuc gon gang dep Nha phan phoi luon san sang giup

.720

.705

.638

.536

.680

.653

.605

.579 .560 .531 .768 .412

.692

.652

.535 .439 .799

.746

.610

.414

.533 .747

Lun vn tt nghip

67

GVHD: TS V Th Dng

do quy vi Nha phan phoi rat nhiet tinh de dap ung yeu cau cua quy vi NPP bao gio cung to ra lich su Cong ty co nhung bac sy, duoc sy tu van tan tinh co kinh nghiem Bao bi mau ma va kieu dang san pham dep Cu xu cua NPP tao su tin tuong Tinh cam cua quy vi voi NPP rat tot Quy vi tin tuong vao loi gioi thieu san pham cua nha phan phoi NPP co kien thuc de tra loi cau hoi Nha phan phoi phuc vu quy vi dung hen Quy vi khong phai cho qua lau khi nhan duoc hang Sau khi dung san pham moi quan he voi NPP rat tot Khi gap kho khan, cong ty the hien su chan thanh trong giai quyet .739 .451 .435 .729

.734 .525 .483

.603 .569 .528

.558

.495

.441

.445

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 9 iterations.

Bng 7.9 H s communality-ln 2

Communalities

Initial Cong ty thuc hien giao dich ngay tu lan dau tien Cong ty co thong bao cho khach hang khi nao quy trinh giao dich duoc thuc hien 1.000 1.000

Extraction .612

.576

Lun vn tt nghip

68

GVHD: TS V Th Dng

Khi cong ty hua dieu gi, cong ty se thuc hien Cong ty thuc hien giao dich dung thoi diem da hua Khi gap kho khan, cong ty the hien su chan thanh trong giai quyet Cong ty co nhung bac sy, duoc sy tu van tan tinh co kinh nghiem Quy vi tin tuong vao loi gioi thieu san pham cua nha phan phoi Nha phan phoi thong bao chinh xac khi dich vu duoc thuc hien Nha phan phoi phuc vu quy vi dung hen Nha phan phoi luon san sang giup do quy vi Nha phan phoi rat nhiet tinh de dap ung yeu cau cua quy vi Cu xu cua NPP tao su tin tuong NPP bao gio cung to ra lich su NPP co kien thuc de tra loi cau hoi Cong ty the hien su cam thong den rieng quy vi NPP the hien su quan tam den rieng quy vi Cong ty quan tam den nhung yeu cau dac biet cua quy vi NPP hieu duoc yeu cau dac biet cua quy vi Thoi gian lam viec cua cong ty thuan tien voi quy vi Co so vat chat cua cong ty dep va quy mo He thong ban hang cua cong ty duoc trang bi thiet bi hien dai NPP cua cong ty co trang phuc gon gang dep

1.000

.524

1.000

.621

1.000

.633

1.000

.543

1.000

.479

1.000

.615

1.000

.597

1.000

.665

1.000 1.000 1.000 1.000

.657 .532 .615 .545

1.000

.646

1.000

.627

1.000

.600

1.000

.663

1.000

.615

1.000

.742

1.000

.719

1.000

.688

Lun vn tt nghip

69

GVHD: TS V Th Dng

Tinh cam cua quy vi voi NPP rat tot NPP rat thuong lien lac voi quy vi San pham thuc hien dung chuc nang ghi tren bao bi San pham rat tien loi khi su dung Bao bi mau ma va kieu dang san pham dep Mui vi cua san pham de uong Mot cach tong quat chat luong cua san pham rat cao Quy vi duoc mua hang o muc gia si Quy vi nghi gia nay la phu hop so voi chat luong

1.000 1.000 1.000 1.000 1.000 1.000 1.000

.448 .548 .594 .607 .611 .579 .623

1.000

.631

1.000

.610

Extraction Method: Principal Component Analysis.

Bng 7.10 Ma trn h s ti c xoay ln 2

Rotated Component Matrix(a)

Component 1 Bao bi mau ma va kieu dang san pham dep Mot cach tong quat chat luong cua san pham rat cao Quy vi nghi gia nay la phu hop so voi chat luong Mui vi cua san pham de uong Cu xu cua NPP tao su tin tuong Tinh cam cua quy vi voi NPP rat tot Cong ty co thong bao cho khach hang khi nao quy trinh giao dich duoc thuc hien Cong ty thuc hien giao dich dung thoi diem da hua .721 .730 .675 2 3 4 5 6 7

.659

.621 .597 .517 .451

Lun vn tt nghip

70

GVHD: TS V Th Dng

Cong ty thuc hien giao dich ngay tu lan dau tien Nha phan phoi thong bao chinh xac khi dich vu duoc thuc hien Khi cong ty hua dieu gi, cong ty se thuc hien Nha phan phoi luon san sang giup do quy vi Nha phan phoi rat nhiet tinh de dap ung yeu cau cua quy vi NPP bao gio cung to ra lich su Nha phan phoi phuc vu quy vi dung hen Cong ty co nhung bac sy, duoc sy tu van tan tinh co kinh nghiem Co so vat chat cua cong ty dep va quy mo He thong ban hang cua cong ty duoc trang bi thiet bi hien dai Thoi gian lam viec cua cong ty thuan tien voi quy vi NPP cua cong ty co trang phuc gon gang dep NPP hieu duoc yeu cau dac biet cua quy vi NPP the hien su quan tam den rieng quy vi Cong ty the hien su cam thong den rieng quy vi Cong ty quan tam den nhung yeu cau dac biet cua quy vi NPP rat thuong lien lac voi quy vi San pham thuc hien dung chuc nang ghi tren bao bi San pham rat tien loi khi su dung NPP co kien thuc de tra loi cau hoi Quy vi duoc mua hang o muc gia si .406

.721

.652

.581

.752

.682 .644 .569

.519

.807

.743

.625

.402

.530

.746

.730

.589

.521 .503 .404 .550 .526 .448 .499 -.614

Lun vn tt nghip

71

GVHD: TS V Th Dng

Khi gap kho khan, cong ty the hien su chan thanh trong giai quyet Quy vi tin tuong vao loi gioi thieu san pham cua nha phan phoi

.451

.556

.438

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 11 iterations.

Bng 7.11 H s communality-ln 3

Communalities

Initial Cong ty thuc hien giao dich ngay tu lan dau tien Cong ty co thong bao cho khach hang khi nao quy trinh giao dich duoc thuc hien Khi cong ty hua dieu gi, cong ty se thuc hien Cong ty thuc hien giao dich dung thoi diem da hua Khi gap kho khan, cong ty the hien su chan thanh trong giai quyet Cong ty co nhung bac sy, duoc sy tu van tan tinh co kinh nghiem Nha phan phoi thong bao chinh xac khi dich vu duoc thuc hien Nha phan phoi phuc vu quy vi dung hen Nha phan phoi luon san sang giup do quy vi Nha phan phoi rat nhiet tinh de dap ung yeu cau cua quy vi Cu xu cua NPP tao su tin tuong NPP bao gio cung to ra lich su NPP co kien thuc de tra loi cau hoi 1.000 1.000 1.000 1.000 1.000

Extraction .637

.562

.519

1.000

.626

.638

.602

1.000

.626

1.000

.618

1.000

.676

1.000 1.000 1.000 1.000

.665 .505 .612 .587

Lun vn tt nghip

72

GVHD: TS V Th Dng

Cong ty the hien su cam thong den rieng quy vi NPP the hien su quan tam den rieng quy vi Cong ty quan tam den nhung yeu cau dac biet cua quy vi NPP hieu duoc yeu cau dac biet cua quy vi Thoi gian lam viec cua cong ty thuan tien voi quy vi Co so vat chat cua cong ty dep va quy mo He thong ban hang cua cong ty duoc trang bi thiet bi hien dai NPP cua cong ty co trang phuc gon gang dep Tinh cam cua quy vi voi NPP rat tot NPP rat thuong lien lac voi quy vi San pham thuc hien dung chuc nang ghi tren bao bi San pham rat tien loi khi su dung Bao bi mau ma va kieu dang san pham dep Mui vi cua san pham de uong Mot cach tong quat chat luong cua san pham rat cao Quy vi duoc mua hang o muc gia si Quy vi nghi gia nay la phu hop so voi chat luong

1.000

.641

1.000

.580

1.000

.611

1.000

.663

1.000

.641

1.000

.736

1.000

.719

1.000

.677

1.000 1.000 1.000 1.000 1.000 1.000 1.000

.482 .560 .583 .609 .630 .580 .626

1.000

.596

1.000

.625

Extraction Method: Principal Component Analysis.

Bng 7.12 Ma trn h s ti c xoay -ln 3

Rotated Component Matrix(a)

Component 1 2 3 4 5 6 7

Lun vn tt nghip

73

GVHD: TS V Th Dng

Quy vi nghi gia nay la phu hop so voi chat luong Mot cach tong quat chat luong cua san pham rat cao Mui vi cua san pham de uong Bao bi mau ma va kieu dang san pham dep San pham thuc hien dung chuc nang ghi tren bao bi San pham rat tien loi khi su dung Cu xu cua NPP tao su tin tuong Quy vi duoc mua hang o muc gia si Tinh cam cua quy vi voi NPP rat tot Cong ty thuc hien giao dich ngay tu lan dau tien Cong ty co thong bao cho khach hang khi nao quy trinh giao dich duoc thuc hien Cong ty thuc hien giao dich dung thoi diem da hua Nha phan phoi thong bao chinh xac khi dich vu duoc thuc hien Khi cong ty hua dieu gi, cong ty se thuc hien NPP hieu duoc yeu cau dac biet cua quy vi NPP the hien su quan tam den rieng quy vi Cong ty the hien su cam thong den rieng quy vi Cong ty quan tam den nhung yeu cau dac biet cua quy vi NPP rat thuong lien lac voi quy vi Nha phan phoi luon san sang giup do quy vi Nha phan phoi rat nhiet tinh de dap ung yeu cau cua quy vi NPP bao gio cung to ra lich su Cong ty co nhung bac sy, duoc sy tu van tan tinh co kinh nghiem

.677

.662 .636 .608

.521 .506 .474 .452 .423 .724 .414

.404

.408

.723

.711

.656

.591 .758 .677 .650

.594 .491 .745

.729 .572 .528

Lun vn tt nghip

74

GVHD: TS V Th Dng

Co so vat chat cua cong ty dep va quy mo He thong ban hang cua cong ty duoc trang bi thiet bi hien dai Thoi gian lam viec cua cong ty thuan tien voi quy vi NPP cua cong ty co trang phuc gon gang dep NPP co kien thuc de tra loi cau hoi Nha phan phoi phuc vu quy vi dung hen Khi gap kho khan, cong ty the hien su chan thanh trong giai quyet .455 .435 .415

.794 .749

.598

.506 .627 .465 .678

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 10 iterations.

Bng 7.13 H s communality- ln 4

Communalities

Initial Cong ty thuc hien giao dich ngay tu lan dau tien Cong ty co thong bao cho khach hang khi nao quy trinh giao dich duoc thuc hien Khi cong ty hua dieu gi, cong ty se thuc hien Cong ty thuc hien giao dich dung thoi diem da hua Khi gap kho khan, cong ty the hien su chan thanh trong giai quyet Cong ty co nhung bac sy, duoc sy tu van tan tinh co kinh nghiem Nha phan phoi thong bao chinh xac khi dich vu duoc thuc hien Nha phan phoi phuc vu quy vi dung hen 1.000 1.000 1.000 1.000 1.000

Extraction .587

.562

.518

1.000

.619

.504

.454

1.000

.618

1.000

.558

Lun vn tt nghip

75

GVHD: TS V Th Dng

Nha phan phoi luon san sang giup do quy vi Nha phan phoi rat nhiet tinh de dap ung yeu cau cua quy vi Cu xu cua NPP tao su tin tuong NPP bao gio cung to ra lich su NPP co kien thuc de tra loi cau hoi Cong ty the hien su cam thong den rieng quy vi NPP the hien su quan tam den rieng quy vi Cong ty quan tam den nhung yeu cau dac biet cua quy vi NPP hieu duoc yeu cau dac biet cua quy vi Thoi gian lam viec cua cong ty thuan tien voi quy vi Co so vat chat cua cong ty dep va quy mo He thong ban hang cua cong ty duoc trang bi thiet bi hien dai NPP cua cong ty co trang phuc gon gang dep NPP rat thuong lien lac voi quy vi San pham thuc hien dung chuc nang ghi tren bao bi San pham rat tien loi khi su dung Bao bi mau ma va kieu dang san pham dep Mui vi cua san pham de uong Mot cach tong quat chat luong cua san pham rat cao Quy vi duoc mua hang o muc gia si Quy vi nghi gia nay la phu hop so voi chat luong

1.000

.670

1.000 1.000 1.000 1.000

.650 .486 .620 .572

1.000

.645

1.000

.500

1.000

.607

1.000

.660

1.000

.625

1.000

.721

1.000

.712

1.000 1.000 1.000 1.000 1.000 1.000 1.000

.664 .490 .571 .608 .569 .585 .639

1.000

.452

1.000

.607

Extraction Method: Principal Component Analysis.

Lun vn tt nghip

76

GVHD: TS V Th Dng

Bng 7.14 H s Communality ln 5

Communalities

Initial Cong ty thuc hien giao dich ngay tu lan dau tien Cong ty co thong bao cho khach hang khi nao quy trinh giao dich duoc thuc hien Khi cong ty hua dieu gi, cong ty se thuc hien Cong ty thuc hien giao dich dung thoi diem da hua Khi gap kho khan, cong ty the hien su chan thanh trong giai quyet Nha phan phoi thong bao chinh xac khi dich vu duoc thuc hien Nha phan phoi phuc vu quy vi dung hen Nha phan phoi luon san sang giup do quy vi Nha phan phoi rat nhiet tinh de dap ung yeu cau cua quy vi NPP bao gio cung to ra lich su NPP co kien thuc de tra loi cau hoi Cong ty the hien su cam thong den rieng quy vi NPP the hien su quan tam den rieng quy vi Cong ty quan tam den nhung yeu cau dac biet cua quy vi NPP hieu duoc yeu cau dac biet cua quy vi Thoi gian lam viec cua cong ty thuan tien voi quy vi Co so vat chat cua cong ty dep va quy mo 1.000 1.000 1.000 1.000 1.000

Extraction .604

.578

.513

1.000

.614

.519

.616

1.000

.595

1.000

.661

1.000 1.000 1.000

.667 .609 .620

1.000

.669

1.000

.591

1.000

.641

1.000

.660

1.000

.654

1.000

.712

Lun vn tt nghip

77

GVHD: TS V Th Dng

He thong ban hang cua cong ty duoc trang bi thiet bi hien dai NPP cua cong ty co trang phuc gon gang dep NPP rat thuong lien lac voi quy vi San pham thuc hien dung chuc nang ghi tren bao bi San pham rat tien loi khi su dung Bao bi mau ma va kieu dang san pham dep Mui vi cua san pham de uong Mot cach tong quat chat luong cua san pham rat cao Quy vi nghi gia nay la phu hop so voi chat luong

1.000

.719

1.000 1.000 1.000 1.000 1.000 1.000 1.000

.681 .488 .571 .626 .614 .618 .657

1.000

.544

Extraction Method: Principal Component Analysis.

Bng 7.15 Ma trn thnh phn xoay -ln 6

Rotated Component Matrix(a)

Component 1 Cong ty thuc hien giao dich ngay tu lan dau tien Cong ty co thong bao cho khach hang khi nao quy trinh giao dich duoc thuc hien Cong ty thuc hien giao dich dung thoi diem da hua Nha phan phoi thong bao chinh xac khi dich vu duoc thuc hien Khi cong ty hua dieu gi, cong ty se thuc hien Mot cach tong quat chat luong cua san pham rat cao Bao bi mau ma va kieu dang san pham dep .708 .718 .743 2 3 4 5 6

.644

.575

.679

.678

Lun vn tt nghip

78

GVHD: TS V Th Dng

Mui vi cua san pham de uong Quy vi nghi gia nay la phu hop so voi chat luong San pham rat tien loi khi su dung Nha phan phoi luon san sang giup do quy vi Nha phan phoi rat nhiet tinh de dap ung yeu cau cua quy vi NPP bao gio cung to ra lich su Nha phan phoi phuc vu quy vi dung hen Co so vat chat cua cong ty dep va quy mo He thong ban hang cua cong ty duoc trang bi thiet bi hien dai Thoi gian lam viec cua cong ty thuan tien voi quy vi NPP cua cong ty co trang phuc gon gang dep Cong ty the hien su cam thong den rieng quy vi NPP hieu duoc yeu cau dac biet cua quy vi NPP the hien su quan tam den rieng quy vi Cong ty quan tam den nhung yeu cau dac biet cua quy vi NPP co kien thuc de tra loi cau hoi Khi gap kho khan, cong ty the hien su chan thanh trong giai quyet San pham thuc hien dung chuc nang ghi tren bao bi

.643 .619 .486 .756 .407 .454

.736 .615 .584

.782

.767

.405

.630

.408

.523

.729

.726

.692

.683

.592

.550

.456

.499

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 8 iterations.

Bng 7.16 H s KMO - ln 7

Lun vn tt nghip

79

GVHD: TS V Th Dng

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square df Sig.

.872 1951.084 276 .000

Bng 7.17 H s communality ln 7

Communalities

Initial Cong ty thuc hien giao dich ngay tu lan dau tien Cong ty co thong bao cho khach hang khi nao quy trinh giao dich duoc thuc hien Khi cong ty hua dieu gi, cong ty se thuc hien Cong ty thuc hien giao dich dung thoi diem da hua Khi gap kho khan, cong ty the hien su chan thanh trong giai quyet Nha phan phoi thong bao chinh xac khi dich vu duoc thuc hien Nha phan phoi phuc vu quy vi dung hen Nha phan phoi luon san sang giup do quy vi Nha phan phoi rat nhiet tinh de dap ung yeu cau cua quy vi NPP bao gio cung to ra lich su NPP co kien thuc de tra loi cau hoi Cong ty the hien su cam thong den rieng quy vi NPP the hien su quan tam den 1.000 1.000 1.000 1.000 1.000

Extraction .622

.565

.541

1.000

.618

.543

.617

1.000

.588

1.000

.668

1.000 1.000 1.000

.700 .619 .633

1.000 1.000

.682 .621

Lun vn tt nghip

80

GVHD: TS V Th Dng

rieng quy vi Cong ty quan tam den nhung yeu cau dac biet cua quy vi NPP hieu duoc yeu cau dac biet cua quy vi Thoi gian lam viec cua cong ty thuan tien voi quy vi Co so vat chat cua cong ty dep va quy mo He thong ban hang cua cong ty duoc trang bi thiet bi hien dai NPP cua cong ty co trang phuc gon gang dep San pham thuc hien dung chuc nang ghi tren bao bi Bao bi mau ma va kieu dang san pham dep Mui vi cua san pham de uong Mot cach tong quat chat luong cua san pham rat cao Quy vi nghi gia nay la phu hop so voi chat luong

1.000

.632

1.000

.637

1.000

.660

1.000

.721

1.000

.737

1.000

.689

1.000

.546

1.000 1.000 1.000

.619 .602 .666

1.000

.553

Extraction Method: Principal Component Analysis.

Bng 7.18 Phng sai trch ln 7

Total Variance Explained

Compon ent Initial Eigenvalues % of Total 1 2 3 4 5 6 7 8 7.745 2.381 1.550 1.292 1.088 1.021 .835 .808 Variance 32.269 9.922 6.459 5.384 4.533 4.254 3.481 3.367 Cumulative % 32.269 42.191 48.650 54.034 58.566 62.820 66.301 69.668

Extraction Sums of Squared Loadings % of Total 7.745 2.381 1.550 1.292 1.088 1.021 Variance 32.269 9.922 6.459 5.384 4.533 4.254 Cumulative % 32.269 42.191 48.650 54.034 58.566 62.820 Total 2.878 2.778 2.619 2.507 2.507 1.788 Rotation Sums of Squared Loadings % of Variance 11.992 11.576 10.913 10.444 10.444 7.451 Cumulative % 11.992 23.569 34.482 44.926 55.369 62.820

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9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

.758 .712 .635 .608 .589 .518 .467 .456 .422 .396 .361 .330 .310 .268 .236 .215

3.158 2.967 2.644 2.531 2.454 2.157 1.947 1.900 1.758 1.648 1.502 1.376 1.294 1.117 .983 .895

72.826 75.793 78.437 80.968 83.422 85.579 87.526 89.426 91.184 92.833 94.335 95.711 97.005 98.122 99.105 100.000

Extraction Method: Principal Component Analysis.

Bng 7.19 Biu SCREE PLOT- ln 7

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Scree Plot

Eigenvalue

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

Component Number

Bng 7.20 Ma trn nhn t xoay ln 7

Rotated Component Matrix(a)

Component 1 Cong ty thuc hien giao dich ngay tu lan dau tien Cong ty co thong bao cho khach hang khi nao quy trinh giao dich duoc thuc hien Cong ty thuc hien giao dich dung thoi diem da hua Nha phan phoi thong bao chinh xac khi dich vu duoc thuc hien Khi cong ty hua dieu gi, cong ty se thuc hien Bao bi mau ma va kieu dang san pham dep .706 .718 .746 2 3 4 5 6

.646

.567

.689

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Mot cach tong quat chat luong cua san pham rat cao Mui vi cua san pham de uong Quy vi nghi gia nay la phu hop so voi chat luong San pham thuc hien dung chuc nang ghi tren bao bi Cong ty the hien su cam thong den rieng quy vi NPP hieu duoc yeu cau dac biet cua quy vi NPP the hien su quan tam den rieng quy vi Cong ty quan tam den nhung yeu cau dac biet cua quy vi Co so vat chat cua cong ty dep va quy mo He thong ban hang cua cong ty duoc trang bi thiet bi hien dai Thoi gian lam viec cua cong ty thuan tien voi quy vi NPP cua cong ty co trang phuc gon gang dep Nha phan phoi rat nhiet tinh de dap ung yeu cau cua quy vi Nha phan phoi luon san sang giup do quy vi NPP bao gio cung to ra lich su Nha phan phoi phuc vu quy vi dung hen NPP co kien thuc de tra loi cau hoi Khi gap kho khan, cong ty the hien su chan thanh trong giai quyet

.688 .659 .625

.479

.447

.733

.727

.706

.673

.785

.775

.616

.444

.435

.527

.769

.736 .566 .525 .448 .436

.657

.546

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 8 iterations.

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7.5 Kim nh tin cy thang o

Bng 7.21 Phn tch cronbachs alpha ca nhn t tin cy
Reliability Statistics

Cronbach's Alpha Based on Cronbach's Alpha .772 Standardized Items .783 N of Items 5

Bng 7.22 Thng k h s cronbachs alpha cc bin trong nhn t tin cy

Item-Total Statistics

Scale Scale Mean if Item Deleted Cong ty thuc hien giao dich ngay tu lan dau tien Cong ty co thong bao cho khach hang khi nao quy trinh giao dich duoc thuc hien Khi cong ty hua dieu gi, cong ty se thuc hien Cong ty thuc hien giao dich dung thoi diem da hua Nha phan phoi thong bao chinh xac khi dich vu duoc thuc hien 16.49 6.807 16.36 6.806 16.46 6.431 16.72 Variance if Item Deleted 6.019

Corrected Item-Total Correlation .468

Squared Multiple Correlation .249

Cronbach's Alpha if Item Deleted .770

.562

.329

.724

.508

.302

.742

16.38

6.217

.638

.487

.698

.595

.419

.719

Bng 7.23 Phn tch cronbachs alpha ca nhn t Cht lng v gi c

Reliability Statistics

Cronbach's Alpha Based on Cronbach's Alpha Standardized Items N of Items

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.776

.782

Bng 7.24 Thng k h s cronbachs alpha cc bin trong Cht lng v gi

c
Item-Total Statistics

Scale Scale Mean if Item Deleted Bao bi mau ma va kieu dang san pham dep Mot cach tong quat chat luong cua san pham rat cao Mui vi cua san pham de uong Quy vi nghi gia nay la phu hop so voi chat luong San pham thuc hien dung chuc nang ghi tren bao bi 17.25 Variance if Item Deleted 5.371

Corrected Item-Total Correlation .516

Squared Multiple Correlation .291

Cronbach's Alpha if Item Deleted .747

16.88 17.15 17.09

5.369 5.186 5.311

.663 .582 .519

.444 .381 .306

.698 .723 .747

16.80

6.330

.505

.287

.753

Bng 7.25 Phn tch cronbachs alpha ca nhn t S cm thng

Reliability Statistics

Cronbach's Alpha Based on Cronbach's Alpha .778 Standardized Items .779 N of Items 4

Bng 7.26 Thng k h s cronbachs alpha cc bin trong nhn t S cm

thng
Item-Total Statistics

Scale Scale Mean if Item Deleted Variance if Item Deleted

Corrected Item-Total Correlation

Squared Multiple Correlation

Cronbach's Alpha if Item Deleted

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Cong ty the hien su cam thong den rieng quy vi NPP hieu duoc yeu cau dac biet cua quy vi NPP the hien su quan tam den rieng quy vi Cong ty quan tam den nhung yeu cau dac biet cua quy vi

12.01

4.216

.643

.431

.690

11.76

5.040

.583

.355

.726

11.74

4.939

.537

.335

.746

11.92

4.597

.574

.381

.728

Bng 7.27 Phn tch cronbachs alpha ca nhn t S hu hnh v thun tin
Reliability Statistics

Cronbach's Alpha Based on Cronbach's Alpha .821 Standardized Items .825 N of Items 4

Bng 7.28 Thng k h s cronbachs alpha cc bin trong nhn t S hu

hnh v thun tin

Item-Total Statistics

Scale Scale Mean if Item Deleted Co so vat chat cua cong ty dep va quy mo He thong ban hang cua cong ty duoc trang bi thiet bi hien dai Thoi gian lam viec cua cong ty thuan tien voi quy vi NPP cua cong ty co trang phuc gon gang dep 13.27 Variance if Item Deleted 3.211

Corrected Item-Total Correlation .709

Squared Multiple Correlation .505

Cronbach's Alpha if Item Deleted .746

13.36

3.044

.628

.433

.786

13.13

3.370

.571

.354

.808

13.25

3.322

.683

.467

.759

Bng 7.29 Phn tch cronbachs alpha ca nhn t Tnh sn sng v s phn

hi ca nh phn phi

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Reliability Statistics

Cronbach's Alpha Based on Cronbach's Alpha .765 Standardized Items .768 N of Items 4

Bng 7.30 Thng k h s cronbachs alpha cc bin trong nhn t Tnh sn

sng v s phn hi ca nh phn phi

Item-Total Statistics

Scale Scale Mean if Item Deleted Nha phan phoi phuc vu quy vi dung hen NPP bao gio cung to ra lich su Nha phan phoi luon san sang giup do quy vi Nha phan phoi rat nhiet tinh de dap ung yeu cau cua quy vi 13.42 13.29 13.21 Variance if Item Deleted 3.028 2.637 2.709

Corrected Item-Total Correlation .511 .556 .656

Squared Multiple Correlation .263 .330 .437

Cronbach's Alpha if Item Deleted .737 .717 .664

13.39

2.670

.551

.335

.719

Bng 7.31 Phn tch cronbachs alpha ca nhn t Nng lc ca nh phn

phi v s tin cy ca cng ty

Reliability Statistics

Cronbach's Alpha Based on Cronbach's Alpha .401 Standardized Items .401 N of Items 2

Bng 7.32 Thng k h s cronbachs alpha cc bin trong nhn t Nng lc

ca nh phn phi v s tin cy ca cng ty

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Item-Total Statistics

Scale Scale Mean if Item Deleted NPP co kien thuc de tra loi cau hoi Khi gap kho khan, cong ty the hien su chan thanh trong giai quyet 4.22 .564 4.24 Variance if Item Deleted .575

Corrected Item-Total Correlation .251

Squared Multiple Correlation .063

Cronbach's Alpha if Item Deleted .(a)

.251

.063

.(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.

7.6 Ph lc phn tch hi quy a bin

Bng 7.33 H s tng quan ca cc bin c lp vi bin ph thuc
Correlations

Muc do hai long chung ve dich vu ban hang Muc do hai long chung ve dich vu ban hang Sig. (2tailed) Sum of Squares and Crossproducts Covariance N Su tin cay Pearson Correlation Sig. (2.425 200 .110 .124 .072 198 1 .252 198 .000 1.000 .281 198 .000 1.000 84.480 14.136 49.629 55.434 .124 .000 .000 Pearson Correlation 1 .110 .385(**) .430(**) Su tin cay Chat luong san pham va gia ca Su huu hinh va thuan tien

Tinh san sang va su phan hoi cua NPP Su cam thong

.210(**)

.019

.003

.789

27.102

2.465

.138 198 .000 1.000

.013 198 .000 1.000

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tailed) Sum of Squares and Crossproducts Covariance N Chat luong san pham va gia ca Sig. (2tailed) Sum of Squares and Crossproducts Covariance N Su huu hinh va thuan tien Pearson Correlation Sig. (2tailed) Sum of Squares and Crossproducts Covariance N Tinh san sang va su phan hoi cua NPP Sig. (2tailed) Sum of Squares and Crossproducts Covariance .138 .000 .000 .000 1.000 .000 27.102 .000 .000 .000 197.000 .000 .003 1.000 1.000 1.000 1.000 Pearson Correlation .210(**) .000 .000 .000 1 .000 .281 198 .000 198 .000 198 1.000 198 .000 198 .000 198 55.434 .000 .000 197.000 .000 .000 .252 198 .430(**) .000 198 .000 1.000 198 .000 .000 198 1 .000 198 .000 .000 198 .000 49.629 .000 197.000 .000 .000 .000 .000 1.000 1.000 1.000 1.000 Pearson Correlation .385(**) .000 1 .000 .000 .000 .072 198 1.000 198 .000 198 .000 198 .000 198 .000 198 14.136 197.000 .000 .000 .000 .000

.000

1.000

1.000

1.000

1.000

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N Su cam thong Pearson Correlation Sig. (2tailed) Sum of Squares and Crossproducts Covariance N

198 .019

198 .000

198 .000

198 .000

198 .000

198 1

.789

1.000

1.000

1.000

1.000

2.465

.000

.000

.000

.000

197.000

.013 198

.000 198

.000 198

.000 198

.000 198

1.000 198

** Correlation is significant at the 0.01 level (2-tailed).

Bng 7.34 H s R hiu chnh

Model Summary(b) Model R R Square Adjusted R Square

Std. Error of the Estimate

Change Statistics R Square Change F Change df1 df2 Sig. F Change DurbinWatson

0.37 0.52 0.38 39.20 3.00 194 0.00 1.69 1 0.61 0.38 a Predictors: (Constant), Tinh san sang va su phan hoi cua NPP, Su huu hinh va thuan tien, Chat luong san pham va gia ca b Dependent Variable: Muc do hai long chung ve dich vu ban hang

Bng 7.35 H s hi quy a bin

Coefficients(a) 95% Unstandardized Coefficients Standardize d Coefficients Std. Model B 4.26 1 (Constant) Chat luong san pham va gia ca Su huu hinh va 3 0.25 2 0.037 0.385 6.796 0.000 0.179 0.325 1.000 1.000 0.037 Error Beta t 115.28 6 0.000 4.190 4.336 1.00 0 Sig. Confidenc e Interval for B Upper Lower Bound Boun d Tolerance VIF Collinearit y Statistics

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thuan tien Tinh san sang va su phan hoi cua NPP a

0.28 1 0.13 8

0.037

0.430

7.591

0.000

0.208

0.354

1.00 0 1.00

0.037

0.210

3.711

0.000

0.064

0.211

1.000

Dependent Variable: Muc do hai long chung ve dich vu ban hang

Bng 7.36 th phn b phn d

Histogram

Dependent Variable: Muc do hai long chung ve dich vu ban hang

40

30

Frequency

20

10

0 -4 -2 0 2

Mean =-8.53E-16 Std. Dev. =0.987 N =198

Regression Standardized Residual

7.7 Phc lc kim tra s khc bit ca cc nhm.

Bng 7.37 Khc bit s hi lng vi gii tnh
Group Statistics

Std. Gioi tinh N Mean Deviation

Std. Error Mean

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Muc do hai long chung ve dich vu ban hang

Nam Nu

112 88

4.21 4.33

.632 .673

.060 .072

Independent Samples Test

Levene's Test for Equality of Variances t-test for Equality of Means Std. Mean Sig. (2F Lower Muc do hai long chung ve dich vu ban hang Equal variances not assumed -1.330 181.048 .185 -.124 .093 -.308 .060 Equal variances assumed .495 .482 -1.341 198 .182 -.124 .093 -.307 .058 Sig. Upper t Lower df Upper tailed) Lower Differen ce Upper Error Differen ce Lower 95% Confidence Interval of the Difference Upper Lower

Bng 7.38 Khc bit s hi lng vi tui

Group Statistics

Std. phan loai do tuoi Muc do hai long chung ve dich vu ban hang <= 20 tuoi >20 tuoi N 81 119 Mean 4.22 4.29 Deviation .725 .599

Std. Error Mean .081 .055

Independent Samples Test

Levene's Test for Equality of Variances t-test for Equality of Means Std. Mean Sig. (2F Lower Muc do hai long Equal variances .576 Sig. Upper .449 t Lower -.676 df Upper 198 tailed) Lower .500 Differen ce Upper -.063 Error Differen ce Lower .094 95% Confidence Interval of the Difference Upper -.249 Lower .122

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chung ve dich vu ban hang

assumed

Equal variances not assumed

-.652

149.699

.516

-.063

.097

-.256

.129

Bng 7.39 Khc bit s hi lng vi Thu nhp

Group Statistics

Std. phan loai thu nhap Muc do hai long chung ve dich vu ban hang Thu nhap <= 4 trieu Thu nhap > 4 trieu N 168 32 Mean 4.23 4.44 Deviation .663 .564

Std. Error Mean .051 .100

Independent Samples Test

Levene's Test for Equality of Variances t-test for Equality of Means Std. Mean Sig. (2F Lower Muc do hai long chung ve dich vu ban hang Equal variances not assumed -1.885 48.811 .065 -.211 .112 -.437 .014 Equal variances assumed .001 .975 -1.689 198 .093 -.211 .125 -.458 .035 Sig. Upper t Lower df Upper tailed) Lower Differen ce Upper Error Differen ce Lower 95% Confidence Interval of the Difference Upper Lower

Bng 7.40 Khc bit s hi lng vi Trnh hc vn

Group Statistics

Std. phan loai trinh do Muc do hai long chung ve Trinh do duoi dai hoc N 107 Mean 4.30 Deviation .662

Std. Error Mean .064

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dich vu ban hang

Trinh do tu dai hoc tro len

93

4.22

.640

.066

Independent Samples Test

Levene's Test for Equality of Variances t-test for Equality of Means Std. Mean Sig. (2F Lower Muc do hai long chung ve dich vu ban hang Equal variances not assumed .911 195.728 .363 .084 .092 -.098 .266 Equal variances assumed .068 .794 .909 198 .364 .084 .092 -.098 .266 Sig. Upper t Lower df Upper tailed) Lower Differen ce Upper Error Differen ce Lower 95% Confidence Interval of the Difference Upper Lower

7.8 Cc nh ngha trong m hnh bn hng a cp ca cng ty TNHH L Hi 7.8.1 Ch tiu cc

Ch tiu hay cc l n v tnh thnh tch, tin hoa hng, tin thng v khon khch l cho nh phn phi c quy nh trong k hoch tip th ca Forever Product Living. Mt chi tiu c cp cho mi hai triu tm trm bn mi chn ngn hai trm nm mi ng (2.849.250)

7.8.2 Khch hng mua l:

Bt k ngi no mua cc sn phm Forever Product Living s dng c nhn u l khch hng mua l.Khch hng mua l mua sn phm t nh phn phi theo gi bn l cng b.

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7.8.3 Nh phn phi (NPP) mi

L nh phn phi cha ln n cp Tr l gim st. Khi Nh phn phi mi tch ly c 2 ch tiu trong vng 2 thng lin tc, th s c ln cp Tr l gim st.

7.8.4 Nh phn phi

L c nhn t 18 tui tr ln, c nng lc hnh vi dn s y , k kt hp ng phn phi v bn thn c chng nhn ti mt bui hp C hi c Cng ty TNHH Thng mi L Hi Vit Nam chp nhn hoc chng nhn bi mt i din c Cng ty TNHH Thng mi L Hi Vit Nam y quyn. Ngi ang chp hnh hnh pht t, hoc c tin n v cc ti sn xut v/hoc bun bn hng gi, qung co gian di, kinh doanh tri php ,trn thu, la di khch hng, la o chim ot ti sn, hoc chim gi ti sn tri php, cng nh ngi nc ngoi, ngi vit nam nh c nc ngoi khng c giy php lao ng ca S Lao ng thng binh x hi cp tnh(Thnh ph trc thuc trung ng) cp th khng c lm nh phn phi. Nh phn phi mua sn phm trc tip t Cng ty TNHH Thng mi L Hi Vit Nam theo gi bn s c cng b v bn li cc sn phm theo gi l c cng b..

7.8.5 Cch tnh hoa hng

Hoa hng c nhn Hoa hng khi lng

Qun l

18% 5% 10% 13%

Tr l Qun l Gim st Tr l gim st NPP mi

13% 5% 8%

8% 3%

5%

Hnh 7.1 Hoa hng cho cc cp ca nh phn phi

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7.8.6 Hoa hng c nhn (HHCN)

l mt khon tin hoa hng cho thnh tch bn c nhn v thnh tch bn c nhn ca nhng nh phn phi mi c c nhn ny bo tr. Hoa hng khi lng l mt khon tin hoa hng c thanh ton trn tt c cc thnh tch bn theo nhm ca cc tr l gim st cc gim st v tr l Qun l c c nhn bn bo tr. Nh phn phi mi: + Khng c hng hoa hng c nhn v hoa hng khi lng cp bc ny Tr l gim st: + 5% hoa hng c nhn trn ton b thnh tch bn ca c nhn. + Khng c hng hoa hng hoa hng khi lng cp bc ny. Gim st: + 8% hoa hng c nhn trn ton b thnh tch bn ca cn nhn. + 3% hoa hng khi lng trn ton b thnh tch bn ca cc tr l gim st c c nhn ny bo tr v thnh tch bn ca nhm ny. Tr l qun l: + 13% hoa hng c nhn trn ton b thnh tch bn ca c nhn. + 5% hoa hng khi lng trn ton b thnh tch bn ca cc gim st c c nhn ny bo tr v thnh tch bn ca nhm ny + 8% hoa hng khi lng trn ton b thnh tch bn ca cc Tr l gim st v thnh tch bn ca nhm ny. Qun l: + 18% hoa hng c nhn trn ton b thnh tch bn ca c nhn. + 5% hoa hng khi lng trn ton b thnh tch bn ca cc tr l qun l c c nhn ny bo tr v thnh tch bn ca nhm ny. + 10% hoa hng khi lng trn ton b thnh tch bn ca cc gim st c c nhn ny bo tr v thnh tch bn ca nhm ny

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+ 13% hoa hng khi lng trn ton b thnh tch bn ca cc tr l gim st c c nhn ny bo tr v thnh tch bn ca nhm ny. Mt ngi c th qun l nhiu cp v ngi ch tnh hoa hng 1 cp trc tip m ngi bo tr da theo Hnh hoa hng cho cc cp ca nh phn phi. V d anh A ti thi im ny l Qun l v c 10 nh phn phi mi,5 ngi v tr tr l qun l, 5 ngi v tr gim st, 5 ngi v tr tr l gim st. Th anh A ny s nhn c hoa hng nh sau: Bng 7.2 V d hoa hng cho nh phn phi
V d tng n v cc bn trong thng Cp qun l (anh A) Cp tr l qun l Cp gim st Cp tr l gim st Cp nh phn phi mi Tng % Hoa hng

1 200 40 10 10 252

1* 0.18= 0.18 200* 0.05=10 40 * 0.1=4 10 * 0.13=1.3 0=0 =15,48