Các yếu tố tác động đến sự thỏa mãn của khách hàng khi mua hóa mỹ phẩm

8/7/2019 Cc yu t tc ng n s tha mn ca khch hng khi mua ha m phm

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MC LCTrang

Mc lc.iDanh mc cc bng..ivDanh mc cc hnh v v th...vDanh mc t vit ttviTm tt.....vii

CHNG 1. TNG QUAN V TI NGHIN CU1. L do nghin cu..12. Mc tiu nghin cu..2

3. i tng nghin cu...34. Phng php nghin cu...35. ngh a thc tin ca ti...46. K t cu ca lun vn..4

CHNG 2. C S L THUYT V M HNH NGHIN CU2.1. Gii thiu..5

2.2. nh dng ngi mua v nhng giai on ca qu tr nh thng qua quyt nh muasm.5

2.2.1. nh dng ngi mua...52.2.1.1. Cc vai tri vi vic mua.52.2.1.2. Cc dng hnh vi quyt nh mua.6

2.2.2. Nhng giai on ca qu tr nh thng qua quyt nh mua sm...62.3. S tha mn ca khch hng....11

2.3.1. V sao cn o lng s tha mn ca khch hng......122.3.2. Mc tiu o lng s tha mn ca khch hng....13

2.4. Mong mun ca khch hng.....12.4.1. Phn loi mong mun ca khch hng...152.4.2. Mi quan h gia mong mun v s tha mn ca khch hng....16


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2.5. Mi quan h gia s thamn v s chp nhn dch v..172.6. Cc nhn t tc ng n s tha mn ca khch hng khi mua HMPCST ............182.7. Tm tt..22

Chng 3. PHNG PHP NGHIN CU3.1. Gii thiu..233.2. Thit k nghin cu..23

3.2.1. Nghin cu khm ph....233.2.2. Nghin cu chnh thc...243.2.3. Quy trnh nghin cu.....25

3.3. Xy dng thang o....273.3.1. Thang o mc cm nhn ca khch hng v cht lng HMPCST.....273.3.2. Thang o mc cm nhn ca khch hng v gi c HMPCST.....283.3.3. Thang o mc cm nhn ca khch hng v chng loi .293.3.4. Thang o mc cm nhn ca khch hng v thi phc v..303.3.5. Thang o mc cm nhn ca khch hng v k nh phn phi..303.3.6. Thang o mc cm nhn ca khch hng v phng thc thanh ton... .313.3.7. Thang o mc cm nhn ca khch hng v chng tr nh khuyn mi...32

3.4. Tm tt32

Chng 4. PHN TCH D LIU V NH GI KT QU TC

4.1. Gii thiu334.2. Thng tin mu nghin cu334.3. nh gi tin cy ca thang o v phn tch nhn t39

4.3.1. nh gi tin cy ca thang o394.3.2. Phn tch nhn t40

4.3.2.1. Phn tch nhn t thang o cht lng.414.3.2.2. Phn tch nhn t thang o gi c.424.3.2.3. Phn tch nhn t thang o chng loi.43


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4.3.2.4. Phn tch nhn t thang o thi phc v.444.3.2.5. Phn tch nhn t thang o k nh phn phi. 444.3.2.6. Phn tch nhn t thang o phng thc thanh ton....44.3.2.7. Phn tch thang o chng tr nh khuyn mi...46

4.4. Kim nh m hnh l thuyt47

4.5. Mc quan trng ca cc nhn t tc ng vo s tha mn ca khch hngHair salon khi mua HMPCST ti khu vc Tp.HCM51

4.6. nh gi mc tha mn ca khch hng khi mua HMPCST.. 534.7. Phn tch s khc bit v mc cm nhn ca cc i tng khch hng544.8. Tm tt55

Chng 5. KT LUN5.1. Gii thiu575.2. K t qu chnh585.3. Nhng gi i vi hot ng sn xut kinh doanh HMPCST 59

5.3.1. Nghin cu v c bin php kim sot s tha mn ca khch hng thngqua cc nhn t tc ng l vic cn thc hin thng xuyn59

5.3.2. Phn tch mc quan trng ca tng nhn t tc ng vo s tha mn

ca khch hng c ngh a ht sc quan tr ng trong vic hnh thnh chinlc kinh doanh tip th61

5.4. Nhng hn ch ca nghin cu v hng nghin cu tip theo...62Ti liu tham kho...Ph lc 1: Dn bi tho lun nhm..64Ph lc 2: Bng cu hi nghin cu nh lng..66Ph lc 3: nh gi tin cy ca cc thang o70

Ph lc 4: Phn tch nhn t cc thang o78Ph lc 5: Phn tch hi quy tuyn tnh bi.85Ph lc 6: Phn tch phng sai theo nhm tui86Ph lc 7: Phn tch phng sai theo nhm doanh thu88


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DANH MC CC BNGBng 3-1: Cch chn mu25Bng 3-2: Tm lc tin thc hin nghin cu..25Bng 3-3: Thang o mc cm nhn v cht lng HMPCST28Bng 3-4: Thang o mc cm nhn v gi c HMPCST29Bng 3-5: Thang o mc cm nhn v chng loi HMPCST...29Bng3-6: Thang o mc cm nhn v thi phc v30Bng 3-7: Thang o mc cm nhn v k nh phn phi.31Bng 3-8: Thang o mc cm nhn v phng thc thanh ton31Bng 3-9: Thang o mc cm nhn v chng tr nh khuyn mi. 32Bng 4-1: Bng thng k gii tnh mu nghin cu34Bng 4-2: Tui khch hng ca mu nghin cu35Bng 4-3: tui khch hng tham gia phng vn.35Bng 4-4: H s tin cy alpha ca cc thang o.40Bng 4-5: Bng ch s KMO ca cc thang o41Bng 4-6: K t qu phn tch nhn t thang o cht lng HMPCST42Bng 4-7: K t qu phn tch nhn t thang o gi c HMPCST42Bng 4-8: K t qu phn tch nhn t thang o chng loi HMPCST..43

Bng 4-9: K t qu phn tch nhn t thang o thi phc v.44Bng 4-10: K t qu phn tch nhn t thang o k nh phn phi.45Bng 4-11: K t qu phn tch nhn t thang o phngthc thanh ton...46Bng 4-12: K t qu phn tch nhn t thang o chng tr nh khuyn mi.47Bng 4-13: K t qu phn tch hi quy ca m hnh l thuyt.48Bng 4-14: Mc quan trng ca cc nhn t tc ng vo s tha mn 52Bng 4-15: Mc cm nhn ca khch hng i vi cc nhn t tc ng vo

s tha mn... 5Bng 4-16: Khc bit gia cc nhm doanh thu trong mc cm nhn v phng

thc thanh ton..55


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DANH MC CC HNH V V TH

Hnh 2-1: M hnh nm giai on ca qu tr nh mua sm.7Hnh 2-2: Nhng nhn t tc ng n s chp nhn dch v khch hng. 17Hnh 2-3: M hnh l thuyt ca ti22Hnh 3-1: Quy trnh nghin cu..26Hnh 4-1: Gii tnh mu nghin cu34Hnh 4-2: tui ca mu nghin cu36Hnh 4-3: S ln mua hnh trung bnh trong thng ca mu nghin cu37Hnh 4-4: Gi tr trung bnh mt ln mua hng ca mu nghin cu..38Hnh 4-5: Doanh thu trung bnh trong thng ca mu nghin cu..39Hnh 4-6: K t qu kim nh m hnh l thuyt..51


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DANH MC T VIT TT

1. Tp. HCM : Thnh phH Ch Minh

2. HMPCST : Ha m phm chm sc tc3. Hair salon : Tim ct, un tc (tim lm tc)4. KMAI : Chng tr nh khuyn mi5. TDO : Thi phc v6. TTOAN : Phng thc thanh ton7. GIA : Gi c HMPCST8. CLUONG : Cht lng HMPCST

9. KENH : Knh phn phi10. CLOAI : Chng loi HMPCST11. THOAMAN : S tha mn ca khch hng12. WTO : T chc thng mi th gii (World Trade Organization)


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TM TT

Mc ch ca ti ny nhm khm ph v xc nh cc nhn t c kh nng tc vo s tha mn ca nhm khch hng l ch cc Hair salon Tp.HCM khi h mua Hm phm chm sc tc (HMPCST), xy dng cc thang o dng o lng cc ny, xy dng v kim tra m hnh l thuyt v mi quan h gia cc nhn t tc ngyv i s tha mn ca khch hng khi h mua HMPCST.

Da vo c s l thuyt v cc nghin cu, o lng v s tha mn ca khch hng c trn th trng th gii. ng thi kt hp vi nghin cu khm ph nh tnh ti thtrng Tp.HCM, ti a ramt hnh l thuyt v cc thang o cc khi nimnghin cu. Mt nghin cu nh lng vi mu n = 250 khch hng c thc hi

nh gi cc thang o v kim nh m hnh l thuyt.K t qu kim nh v nhng lp lun cho thy cc thang o t yu cu sau khi c mt

s s iu chnh, m hnh l thuyt ph hp vi thng tin th trng v a s cc gthuyt u c chp nhn. C th cc nhn t tc ng vo s tha mn ca khch hngl ch cc Hair salon ti Tp.HCM khi mua HMPCST l cm nhn v cht lnHMPCST, gi c HMPCST, chng loi HMPCST, thi phc v, k nh phn phi, phng thc thanh ton, chng tr nh khuyn mi. ng thi theo kt qu nghin cu ca

ti cho thy c s khc bit v mc cm nhn cc nhn t tr n cc nhm khchhng khi c chia theo tui, doanh thu trung bnh hng thng.

K t qu nghin cu ca ti ny mang li nhng kt qu thuyt thc i vi ng sn xut kinh doanh HMPCST ti Tp.HCM. N gip cho cc nh qun l thy cs tc ng ca tng nhn t vo s tha mn ca khch hng v cch thc o lng ccnhn t ny. Thng qua cc nh sn xut kinh doanh HMPCST c cc bin phdi, qun l v iu chnh cc nhn t tc ng vo s tha mn ca khch hng. ng

thi kt qu nghin cu ny cng gip cho cc nh qun l xc nh nhn t no cn ctp trung u t nhm gia tng s tha mn ca khch hng v nng cao kh nng cnhtranh so vi cc i th.


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Chng 1

TNG QUAN V TI NGHIN CU

1. L do nghin cuTrc nm 1997, th trng m phmVit Nam cha c my ai ch n bisuy ngh thu nhp ca ngi dn ni chung v thu nhp ca ph n ni ring cn qu thpv ngn sch chi cho vic tiu dng m phm cn qu ti. Lc y m phm c by bntrn th trng chyu l hng r tin a phn l hng Trung Quc v hng trong ncmt s t l hng ngoi. Quan nim ny hin nay dn k hng cn na, ngc li hintiVit Nam c hn 200 hng m phm ngoi quc ang hot ng sn xut kinh doanh

con s ny cha dngli. Nhn chung tt c cc hng nyang n nn lm ra vi doanh s bn hng tng trung bnh t 30-40%/nm(theo thng k ca Cng ty AC Neilson).

V sao trong th i gian ngn th trng m phmVi t Nam c tt c cc hng m phm hng u tr n th gii ch nhi u nh vy?

T Far Eastern Economic Review (www.feer.com) cho r ng, cc hng m phm b thuht bi Vit Namc mc thu nhp kh dng tng nhanh cng nhp tng trng GDPhng nm l 7.24%.

C th hn, bKelly Harte, Tng gim c Cng ty m phm AvonVit Namcho bit,l do chnVit Nam u t v y l th trng rt tim nng i vi ngnh m phm.Minh chng l gn y tr n th trng chng khon Hoa K c nhc n tn 3 th trngm phm ng ch nht l Vit Nam, Trung Quc v Th Nh K. Hoc theo nh nhnh ca rt nhiu doanh nghip khc, ngiVit Namchi tin cho m phm cn khkhim tn. Nh trong nm 2006, tng s tin ngi dnVit Nam chi dng mua m phm v cc sn phm lm p l 82 triu USD v trung bnh mt ph n chi tiu 3-4USD/nm, trong khi Thi Lan: 19.5 USD/nm, Hn Quc: 40.9 USD/nm, i:41.7 USD/nm, Hng Kng: 35.7 USD/nm, Trung Quc: 10 USD/nm. y l im ynhng ng thi cng l c hi tt pht trin mnh th trng m phmVitNam.

Trong ngnh m phm ang n nn lm ra VitNam, khng th khng tnh nHMPCST. Tht ra, HMPCST khng mc mc nh ci tn gi ca n, vic kinh
http://www.feer.com/http://www.feer.com/


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HMPCST cn c c hi v iu kin tt hn vic kinh doanhcc nhm m phm cn li.V HMPCST thuc nhm hng ha p ng cc nhu cu c bn thit yu ca conHn th na, vi quy m dn s 83 triu ngi, cng vi mt dn c ng ng hngu tr n th gii, tc tng trng kinh t cao v thu nhp ca i b phn ngi dkhng ngng c ci thin.Cng vi l nhu cu lm p ca i b phn dn c t

nhanh. Ngy nay ngi tiu dng khng ch mua du gi, kem x, thuc nhum tc m h cn s dng HMPCST t tin nui dng, to dng lm tng thm v p chomi tc. Tt c dng nh khng th tt hn dnh cho ngnh sn xut kinhHMPCST pht trin v thu c nhiu li nhun. Theo thng k ca Cng ty AC Neilson,hin ngi dn Chu Thi Bnh Dng, Trung Quc,VitNam, Thi Lan, Philipines tr li c dnh chi tiu v cc n lc nhm duy tr v nng cao v p cho mi tc l 66%(Vit Nam l 70%). Nhng thc t chic bnh ngon ny khng c chia iu chm ch tp trung mt vi tp on ha m phm a quc gia nh :Univer Group;Procter&Gamble; LOreal Group; Revlon Inc; Wella AG

Cc nh sn xut kinh doanh HMPCST trong nc tht th trc cc i th ctranh hng hu l cc tp on a quc gia ngay ti sn nh. c bit nm 2006 nmt bc di trn conng hi nhp nn kinh t quc t caVit Namvi s kinVit Nam tr thnh thnh vin chnh thc th 150 ca WTO. iu ny ng ngha vi cv thch thc mc cao hn ang ch n cc doanh nghip trong nc.Phi cnhtranh gy gt hn ttc cc lnh vc l iu tt yu.

Tc gi xin mn li ca GS.Philip Kotler, mt chuyn gia marketing hng u n thgii, lm li dn l do la chnnghin cu v s tha mn cho by lun vn ny: Cnhiunhn t ng gp cho s thnh cng camt doanh nghip nh: chin lc kdoanh tuyt vi, nhn vin tn ty, h thng thng tin hon hoTuy nhin, tt c cccng ty thnh cng thi nay, cho d cp no, cng iu c mt im chung l h

quan tm r t nhiu n khch hng v ht sccoi tr ng vic tha mn nhu cu ca khchhng.y l l do chnh, tc gi quyt nh chn ti Nghin cu cc nhn t tcng n s tha mn ca khch hng khi mua ha m phm chm sc tc ,vinim tin rng tc gi c th khm qu v nh gicc nhn t tc ng n s tha mncakhch hng l ch ccHair salon ti Tp.HCM. Thng qua khm kht nghin cunycc nh sn xutkinh doanh HMPCST nhn racc nhn t no tc ng n s tha mn


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ca khch hng vng dng kt qu nghin cu vo cng vic sn xut kinh doanhHMPCST phc v cho nhm khch hng ny ngy cng tt v t hiu qucao nht.

2. Mc tiu nghin cuMc ch ca ti ny khng ch n thun hon thnh mt lun vn cao hc, m

tc gi cn quan tmn vic khm ph ra cc nhn tc lin quan n s tha mn ca

khch hng l ch ccHair salon ti Tp.HCM. ti t ra mc tiu nghin cu c thnh sau:

Xc nh cc nhn t c kh nng tc ng n s tha mn ca khch hng l ch ccHair salon ti Tp.HCM khimua HMPCSTXy dng thang o lng cc nhn t tr nPhn tch cc nhn t tc ng n s tha mnXy dng hm hi quy v mi quan h gia cc nhn t tr n vi s tha mn ca khchhng l ch ccHair salon ti Tp.HCMT cc kt qu phn tch c c, xut cc gii php nhm gip cc nh qun lmang n s tha mn cao nht cho khch hng

3. i tng, phm vi nghin cui tng nghin cu: ch cc Hair salonPhm vi nghin cu: Tp.HCM

4. Phng php nghin cu Nghin cu khm ph c thc hin bng phng php nghin cu nh tnh thqua k thut tho lun nhm tp trung Nghin cu chnh thc c thc hin bng phng php nghin cu nh lnqua k thut thu thp thng tin bng cch phng vn trc tip 250 ch ccHair salon Tp.HCM.D liu c x l bng phn mm SPSS11.5 for Windows vi cc cng c thng k

m t, kim nh thang o vi Cronbachs Alpha, phn tch nhn t khm ph, h bi, phn tch phng sai.Phng tch phn tch d liu ch yu c s dng trong ti l phng ptch nhn t, hi quy bi, phng sai. i vi cc php phn tch trn i hi phi cmt c mu ln. C tc gi nghin cu cho rng kch thc mu ti thiu ph100-150 (Hair, 1998), cng c nh nghin cu cho rng ti thiu mu phi l 200


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(Hoelter, hay Gorsuch) (Trch t Nguyn nh Th, 2004,23). Tc gi quyt nh chnkch thc mu l 250 thc hin nghin cu ti ny.

5. ngh a thc tin ca ti ti ny mang li mt s ngha thc tin cho cc nh sn xut kinh doanh

HMPCST, cc cng ty qung co v nghin cu th trng. c bit l cc nh sn xut

kinh doanh HMPCST trong nuc c th ng dng thc t lm ra cc sn phm p ngnhu cu ca mt nhm i tng l ch ccHair salon. y l viclm ht sc cn thitrong vic phn chia li th phn HMPCST, hay ni cch khc l chng ta tm ra th trngngch sn xutkinh doanh HMPCST, phc vttnhm khch hng Hair salon. Thetc gi yl li i thch hp trong iu kinth trng HMPCSTVit Namhin ti.

ti ch ra c cc nhm t tc ng n s tha mn ca khch hng, ng thcng nh gi c mc quan trng ca chng. Bn cnh ti ny cng xy dngc phng tr nh hi quy tuyn tnh bi th hin s tng quan ca cc nhm nhng n s tha mn ca khch hng.

6. K t cu ca lun vnLun vn c chia thnh 05 chng:Chng 1: Gii thiu tng quan ti nghin cuChng 2: Tr nh by c s l thuyt v s tha mn ca khch hng, mi quan h ca

n i vi cc khi nim lin quan. t gi thit cc nhm nhn t tc ng mn ca khch hng khi mua MPCST v xy dng cc m hnh phc v cho vicnghin cu.Chng 3: Tr nh by phng php nghin cu nh gi thang o v kim tra mhnh nghin cu ca ti.Chng 4: Tr nh by cc k t qu phn tch thng tin, cc kt qu nghin cu ch yuda vo k t qu thng qua vic s dng phn mmSPSS 11.5 for Windows.nh gi

cc k t qu thu thp v phn tch c c. a ra s khng nh tnh hp l ca qutrnh nghin cu l ph hp v c ch.Chng 5: Tm ttk t qucc nghin cu c c v a ra cc ng dng khthi vothc tin. ng thi nu r cc hn ch ca ti v ngh cc bc nghin cu tiptheo.


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Chng 2

C S L THUYT V M HNH NGHIN CU

2.1. Gii thiuChng 1 gii thiu tng quan v ti nghin cu. Chng 2ny s gii thiu cc

l thuyt v nhdngng i mua, nhng giaioncaqu trnh thng qua quyt nhmua sm, s tha mn ca khch hng v cc khi nim c lin quan c xy dng v pht trin tr n th gii. ng thi trong Chng 2 cng a ra mt m hnh l thuyt vxy dng cc gi thuyt nghin cu. Chng 2 c bn c hnh thnh gm 4phn chnh:(1)nhdngngimua v nhng giaioncaqu trnh thng qua quyt nhmua sm,

(2) S tha mn cakhch hng, (3) Mong mun ca khch hng, (4) Cc nhn t tcng n s tha mn cach ccHair salon ti Tp.HCM v thit lp m hnh nghin cu.2.2. nh dng ngi mua v nhng giai on ca qu tr nh thng qua quyt nh

mua sm2.2.1. nh dng ngi mua2.2.1.1. Cc vai tri vi vic mua

i vi nhiu sn phm vic nhn bit ngi a ra quyt nh l iu khng.

Tuy nhin, nhng sn phm m c th l mt nv a ra quyt nh ( a decision-making unit) bao gm tr n mt ngith vic nhn nhng i mua l kh phc t p.

Chng ta c th phn nh mt s vai tr m ngi ta c th th din trong mt quynh muanhsau:

Ngi khi sng (Initiator). Ngi k hi xng l ngi u tin ngh hoc ngh v vic mua mt sn phm hay dch v c th no Ngi nh hng(Influence). Ngi nh hng l ngi m quan im ho

khuyn ca h cha ng mt s sc nng trong quyt nh ti hu Ngi quyt nh(Dicider). Ngi quyt nh l ngi cui cngxc nh nn mua,hoc bt k phnno trong quyt nh y- mua hay khng mua, mua ci g,mua nhth no, hoc mua u Ngi mua(Byer). Ngi mua l ngi ch thc i mua sm Ngi s dng(User). Ngi s dng l ngi xi hoc s dng sn phm hay dch v


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2.2.1.2. Cc dng hnh vi quyt nh muaHoward v Sheth phn bit thnh ba dng hnh vi mua (The Theory of Buye

Behavoir, New York, 1969, tr.27-28)Hnh vi p ng theo thi quenLoi hnh vi n gin nht xy ra trong trng hp mua cc mn hng loi gi r, mua

thng. Ngi mua t nht phi a ra quyt nh- h qu quen vi loi sn phm, bcc hiu quan trng, v c nhng th hiu kh r rng v cc hiu khc nhau. H khnlun mua cng mt loi hiu do chuyn ht hng, nhng dp giao dch c bit, v munthay i. Nhng nhn chung, ngi mua khng phi mt cng suy ngh, nghin cu, hocmt thi gi cho chuyn mua. Hng ha nm trong loi ny thng c gi l nhng mthng t bn tm (low- involvement goods)

Gii quyt vn c tnh cht hn chVic mua hng cng phc tp khi ngi mua ng trc mt hiu hng l thuc vo

loi sn phm quen thuc. H c th nu thc mc v xem qung co bit qua hiu mny. iuny c miu t nh s gii quyt vn c tnh cht hn ch, v ngi muahiu bit r nh r v loisn phm, nhng khng quen bit ht tt c cc hiu v ca chng.

Gii quyt vn c tnh cht bao qutVic mua hng stin n mc phc tpnht khi ngi mua ng trc mt l

hng khng quen, v khng bit l nn cn c vo u. Khch hng s trong tnh tr nggii quyt vn c tnh cht bao qut.2.2.2. Nhng giai on ca qu tr nh thng qua quyt nh mua sm

Hnh 2-1, gii thiu mt "m hnh giaion" ca qu tr nh mua sm. Ngi tiu dngtr i qua nm giai on: thc nhu cu, tm kim thng tin, nh gi cc phng n, quynh mua v hnh vi hu mi. R rng l qu trnh mua sm bt u t lu trc kh

mua thcs v cn ko di r t lu sau khi mua.


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Hnh 2-1: M hnh nm giai on ca qu tr nh mua sm

M hnh ny cha ng mt n l ngi tiu dng khi mua mt sn phm phi trqua tt c nm giai on. Song thc t khng phi nh vy, nht l trong nhng trng hpmua nhng mt hng t cn tm. Ngi tiu dng c th b qua hay o li mt s gon. Chng hn nh mt ph n mua thng xuyn mt nhn hiu thuc nh rng, ithng t nhu cu v thuc nh rng n quyt nh mua, b qua cc giai on m kimthng tin v nh gi. Tuy nhin ta vn s dng m hnh Hnh 2-1, v n bao qutcy nhng vn ny sinh khi mt ngi tiu dng ng trc mt vic mucn tm nhiu.

thc nhu cuQu trnh mua sm bt u t khi ngi mua thc c vn hay nhu cu

mua cm thy c s khc bit gia tnh tr ng thc t v tnh tr ng mong mun. Nhu cu cth bt ngun t nhng tc nhn kch thch ni ti hay bn ngoi. Trong trng hmt trong nhng nhu cu thng thng ca con ngi, nh i, kht, tnh dc, tng dnln n mc ngng v tr thnh mt nim thi thc. Theo nhng kinh nghim qu ngi bit cch gii quyt nim thi thc v ng c ca n s hng vo lp i

tng c kh nng tha mn c nim thi thc . Nhu cu cng c th bt ngun tmt tc nhn kch thch bn ngoi. Tt c nhng tc nhn kch thch ny u c th gnmt vn hay nhu cu.

Tm kim thng tin Ngi tiu dng c nhu cu s bt u tm kim thm thng tin. Ta c th phn ra lm

hai mc . Trng thi tm kim tng i va phi c gi l tr ng thi ch nhiu hn

thc nhu c u

nh gi cc phng n

Quy t nhmua s m

Hnh vi hu mi

Tm ki mthng tin


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Thng thng, s lng hot ng tm kimthng tin ca ngi tiu dng s tng lnkhi h chuyn t tnh hung gii quytvn c mc sang tnh hung gii quyt vn trit .

Cc ngun thng tin ca ngi tiu dng c chia thnh bn nhm.+ Ngun thng tin c nhn: Gia nh, bn b, hng xm, ngi quen.

+ Ngun thng tin thng mi: Qung co, nhn vin bn hng, i l, bao b, trin lm.+ Ngun thng tin cng cng: Cc phng tin thng tin i chng, cc t chcncu ngi tiu dng.+ Ngun thng tin thc nghim: S m, nghin cu v s dng sn phm.

S lng tng i v nh hng ca nhng ngun thng tin ny thay i tu thesn phm v c im ca ngi mua. Mi ngun thng tin thc hin mt chcnhau trong mt mc no v tc ng n quyt nh mua sm.

nh gi cc phng n Ngi tiu dng x lthng tin v cc nhn hiu cnh tranh ri a ra phn quyt c

cng v gi tr nh th no? Ha ra l khng c mt qu tr nh nh gi n gin v duynht m tt c mi ngi tiu dng u s dng hay thm ch mt ngi tiu dng s dngcho tt c cctnh hung mua sm. C mt s qu tr nh nh gi quyt nh. Nhng mhnh thng dng nht ca qu tr nh nh gi ca ngi tiu dng u nh hng tnhn thc, tc l cho r ng khi hnh thnh nhng xt on v sn phm, ngi tiu dngch yu da tr n c s thc v hp l.

Nhng khi nim c bn nht nh s gip ta hiu c qu tr nh nh gi ca ngitiu dng. Ta thy ngi tiu dng c gng tha mn nhu cu ca mnh. H tm kimtrong gii php ca sn phm nhng ch li nht nh. Ngi tiu dng xem mi sn phmnh mt tp hp cc thuc tnh vi nhng kh nng em li nhng ch li tm kim v thamn nhu cu khc nhau. Nhng tnh cht m ngi mua quan tm thay i tu th

phm. Ngi tiu dng c khuynh hng xy dng cho mnh mt tp hp nhng nim tin vocc nhn hiu, khi mi nhn hiu c nh gi theo tng tnh cht. Nhng nim tionhn hiu to nn hnhnh v nhn hiu. Nim tin vo nhn hiu ca ngi tiu dng sthay i theo kinh nghim ca h v tc ng ca nhn thc c chn lc, bp mlc v ghi nh c chn lc.


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Ngi ta cho rng i vi mi tnh cht ngi tiu dng c mt hm ch li. Hm chli m t mc hi lng ca ngi tiu dng vi sn phm bin thin nh th no theocc mc khc nhau ca tng tnh cht.

Ngi tiu dng hnh thnh cc thi (nhn xt, a thch) i vi cc nhn hiu quamt quy tr nh nh gi. Ngi ta pht hin thy rng ngi tiu dng p dng nhng quy

trnhnh gi khc nhau la chn nhng i tng nhiutnh cht. Hu ht ngi muu xem xt mt s tnh cht, nhng xem chng c tm quan trng khc nhau.

Quyt nh mua hng giai on nh gi, ngi tiu dng hnh thnh s thch i vi nhng nhn hiu

trong tp la chn. Ngi tiu dng cng cth hnh thnh nh mua nhn hiu a thchnht. Tuy nhin cn hai yu t na c th xen vo gia nh mua v quyt nh muahng.

Yu t th nht l thi ca nhng ngi khc. Mc m thi ca nhkhc lm suy yu phng n u tinca mt ngi no ph thuc vo hai iuMc mnh lit thi phn i ca ngi khc i vi phng n u tin ctiu dng v (2) ng c ca ngi tiu dng lm theo mong mun ca ngi khc. Th phn i ca ngi khc cng mnh v ngi khc cng gn gi vi ngi tiu dng thcng c nhiu kh nng ngi tiu dng iu chnh nh mua hng ca mnh. Tr nghp ngc li cng ng: Mc a thch ca ngi mua i vi mt nhn hiu s tngln nu c mt ngi no c ngi a thch cng ng h nhn hiu ny. nhhng ca nhng ngi khc s tr nn phc tp khi c mt vi ngi thn cn vi ngmua c kin tri ngc nhau v ngi mua li mun lm vui lng tt c nhng ngi

Yu t thhai l nh mua hng cng chu nh hng ca nhng yu t tnh hung bt ng. Ngi tiu dng hnh thnh nh mua hng trn c s nhng yu t nh nhp d kin ca gia nh, gi d kin v ch li d kin ca sn phm). Khi ngi u

dng sp sa hnh ng th nhngyu t tnh hung bt ng c th xut hin t nglm thay i nh mua hng. V vy nhng s thch v thm ch c nhng nh muhng cng khng phi l nhng du hiu hon ton tin cy bo trc hnh vi mua hng.

Quyt nh ca ngi tiu dngthay i, hon hay hu b quyt nh mua hng chunh hng rt nhiu ri ro nhn thc c. Nhng mn hng t tin i hi phi chpnhn ri ro mt mc no . Ngi tiu dng khng th gim chc c v kt q


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ca vic mua hng. iu ny gy ra s bn khon lo lng. Mc ri ro nhn thc thay i theo s tin b nguy him, mc khng chc chn ca cc tnh cht v mc t tin ca ngi tiu dng. ngi tiu dng trin khai nhng bin php nht nh g bt ri ro, nh hu b quyt nh, thu thp thng tin t bn b, v nhng yu t gy ra cmgic b ri ro ngi tiu dng, cung cp nhng thng tin v h tr lm gim bt ri ro

nhn thc c.Hnh vi hu miSau khi mua sn phm ngi tiu dng s cm thy hi lng hay khng hi lng mt

mc no . Ngi tiu dng cng s c nhng hnh ng sau khi mua v nhng cchs dng sn phm. S hi lng sau khi mua. Sau khi mua mt sn phm ngi tiu dngc th pht hin ra mt khuyt tt. C nhng ngi mua khng mun c sn phtt, c nhng ngi c thi bng quan vi khuyt tt v cng c nhng ngi c thcho r ng khuyt tt li tn thm gi tr ca sn phm. C nhng khuyt tt c thnguy him cho ngi tiu dng.

Ci g quyt nh trng thi ngi mua rt hi lng hay khng hi lng vi mnhng mua? Mc hi lng ca ngi mua l mt hm ca mc gn nhau ginhng k vng ca ngi mua sn phm v nhng tnh nng s dng nhn thc ca sn phm. Nu nhng tnh nng s dng casn phm khng tng xng vi nhk vng ca khch hng th ngi khch hng s khng hi lng. Nu n p ng cnhng k vng th khch hng s hi lng. Nu n vt qu k vng th ngi khchhng s rt hi lng. Nhng cm gic ny s dn n hai trng hp khc nhau, hokhch hng s mua sn phm na v ni tt cho n, hoc l ni xu v sn phm vngi khc.

Ngi tiu dng hnh thnh nhng k vng ca mnh trn c s nhng thng tin nhc t ngi bn, bn b v nhng ngun khc. Nu ngi bn qu phng i nhn

li, th ngi tiu dng s cm thy nhng k vng ca mnh khngc thc hin viu s dn n s khng hi lng. Nhng hnh ng sau khi mua. S hi lng hay khng hi lng ca ngi tiu dng vi

sn phm s nh hng n hnh vi tip theo. Nu ngi tiu dng hi lng th xc sut ngi s mua sn phm y na s ln hn.


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Ngi khch hng hi lng cng s c xu hng chia s nhng nhn xt tt vnhiu vi nhng ngi khc. Ngi tiu dng khng hi lng th phn ng khc nhau.Anh ta s c gng lm gim bt mc khng ng v con ngi lun c gng "to nnmt s hi ha ni ti, s nht qun hay s ph hp gia cc kin, s hiu bit v gi tr ca mnh". Nhng ngi tiu dng khng ng s phn ng theo mt trong hai h

hnh ng. H c th c gng lm gim bt mc khng ng bng cch vt b hayem tr li sn phm hay h c th c gng tm kim nhng thng tin xc nhn gi cao ca n (hay b qua nhngthng tin c th xc nhn gi tr thp ca n).

Vic hiu c nhng nhu cu v qu trnh mua sm ca ngi tiu dng l ht scquan tr ng, c th hoch nh c nhng chin lc Marketing, qun l kinh doanhc hiu qu. Bng cch tm hiu phngn, quyt nh mua v hnh vi sau khi mua, nglm Marketing, qun l kinh doanhc th pht hin ra nhng cch lm th no p ngnhng nhu cu ca ngi mua.2.3. S tha mn ca khch hng

Ngy nay, s tho mn ca khch hng l nhn t chnhmang li thnh cng. Midoanh nghip lm n chn chnh u mong mun khch hng ca mnh hi lng vi nhngsn phm v dch v cung cp cho h.

S tha mn c nh ngha v o lng theo nhiu cch khc nhau qua th(Oliver, 1997). Nhng nhng nghin cu trc y nh ngha s tha mn nh l mt giaion ca mt giao dch mt sn phm c th. Gn y, cc nghin cu nh ngha s thamn di gc l cc kinh nghim chung ca ngi tiu dng c tch ly theo gian, ging nh thi (John v Fornell, 1991; Olsen , 2002).

Sau y lmt vi nh ngha v s tha mn tham kho:S tha mn l mc phn ng ca ngi tiu dng i vi vic c lng nhau gia nhng mong mun trc (hoc nhng tiu chun cho s th hin)v s

th hin thc s ca sn phm nh l mt s chp nhn sau khi dng n (Tse vWilton, 1998).S tha mn l mc ca trng thi cm gic ca mt ngi bt ngun t snh k t qu thu c t sn phm vi nhng k vng ca ngi (Kotler , 2001).Cn kh nhiu nh ngha v s tha mn ca khch hng cng nhc kh nhiu tranh

lun v nh ngha ny nh ngi tiu dng c th tha mn hay khng tha mn vi cng


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mt mc tha mn nhn c, vi nhu cu cn c tha mn nhiu hn ca ng i tiudng hin nay th c kin cho rng mc tha mn trong hin ti c th l s khng thamn mt mc tng tng cao hn.

Chnh nhng kh khn c nu trn lm cho vic xc nh c mt nh ngha chxc v s tha mn tr nn kh khn, mtnh nghin cu pht biu rng: Mi ng

iu bit s tha mn l g, chon khi c yu cu cho mt nh ngha v n. n l th dng nh khng ai bit (Fehr v Russell 1984, 464).

Tuy nhin, chng ta c th hiu s tha mn khch hng theonh ngha n ginsauy: S tha mn l s phn ng ca ngi tiu dng trong vic tiu dng sn phm hocdch v do n p ng nhng mong mun ( Oliver 1997, 13) . nh ngha ny c hm r ng s tha mn chnh l s hi lng ca ngi tiu dng trong vic tiu dng sn phmhoc dch v do n p ng nhng mong mun ca h, bao gm c mc pnmc mong mun v di mc mong mun.2.3.1.V sao cn o lng s tho mn ca khch hng? (*)

Lch s pht trin ca vic o lng s tho mn ca khch hng bt u t nhngnm 60. Nhng ngi thc hnh vic o lng s tho mn ca khch hng s dngnhng kin thc v k nng sn c trong cc nghin cu th trng a ra cc chtrnhu tin cho vic o lng s tha mn ca khchhng. Cc k thut bao gmvic nhn thc cc nghin cu v hnh vi vng dng, phn on th trng, th nghsn phm, nghin cu hnhnh ca tp on, nghin cu v v th, th nghim kinh doa bng m phng, ng u trong danh sch cc n v i tin phong trong o lng stho mn ca khch hng l cc tp on ln nh Marriott, American Express, AmericAirlines, AT&T/Bell Systems, tp on GTE, Xerox, IBM, PG&E v Boeing. Ngy nachng ta khng cn phi n lc nhiu thuyt phc cc nh qun l v ngha ca chlng. Vic tp trung nhiu vo cht lng l k t qu tt yu trong qu tr nh cnh tranh

gay gt tr n ton cu v gi tr o c v khch hng mi y c chp nhn rng ri.Cc nh qun l ngy nay phi tha nhn rng kh nng cnh tranh ca mt tc xc nh ng thi bi cht lng bn ngoi (p ng cc yu cu v mong i cakhch hng) v cht lng ni b (ph hp vi thng s k thut) ch khng ch bi trong hai im nu trn.


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Bo co s khng y nu ch nu 75% s khch hng m chng ta iu tra cho bit h v cng tho mn. ch l d liu khng mang li nhiu gi tr. S tho mnthc s ca khch hng s c khi t chc c kh nng lun thu ht v gi c khch hngcng nh lun tng cng cng c mi quan h vi khch hng. iu ny khng v khng ch gi gn trong cc ch s v s tho mn ca khch hng. iu m cc nh

qun l thc s cn n chnh l nhng thng tin v cht lng do khch hng tip nhn,nhng thng tinny s dn n vic nng cao v tng cng kh nng cnh tranh ckh nng sinh li ca t chc.2.3.2. Mc tiu o lng s tho mn ca khch hng (**)

bit c kin nh gi mt cch khch quan, mang tnh nh lng hinkhch hng v cht lng chung ca t chc bit chc nguyn ca khch hng, trong nhiu trng hp, hnh vi ca h b nhhng nh th no bi s tip nhn v cht lng nu trn xc nh nhng tnh nng ca sn phm v dch v c nh hng nhiu nht cht lng c tip nhn xc nh xem khch hng tip nhn mt cch thin ch hay khng thin ch nhng tnh nng c th d bo nhng ci tin quan trng nhm t cht lng c nh gi cao xut cch thc t chc c th cng cnhng im mnh ca mnh thu ht v

gi c nhiu khch hng hn cc nh qun l v nhn vin ca t chc c lng nghe nguyn vn kin ca

khch hng bit c xu th khch hng tip nhn/nh gi cht lng ca t chc so snh cht lngcng vic ca cc b phn trong t chc xc nh nhng mong i v yu cu v cht lng m da vo khch hng

thng nh gi t chc i vi mi sn phm/dch v ca t chc cung cp xc nh vn v nhng trng hp quan trng m khch hng tr i nghim v xut hnh ng khc phc

gip d on c nhng thay i tch cc/tiu cc trong kin ca khch hng.

(*) v (**) trch t: www.kinhdoanh.com/home/news/Doluongsuthoamancuakhachhan


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Trong phm vi nghin cu ti ny tc gi xintp trung phn tch v s tha mn cakhch hng trong l nh vc sn xutkinh doanh HMPCST. T nh ngha v s tha mnca khch hng nu trn chng ta c th suy ra rng:S tha mn ca khch hng i vimt sn phm dch v l s phn ng ca khch hng i vi vic c dch v ng nhng mong mun ca h.

2.4. Mong mun ca khch hngTheo nh ngha chung v mong mun ca con ngi th mong mun ca con ngi l

s d c trc kt qu trong tng lai da tr n nhng kinh nghim trc ,nhng skin hin ti, hoc nhng ngun thng tin khc (Tryon, 1994, 313)

Trong l nh vc kinh doanh dch v mong mun ca khch hng c nh nghsau: Mong mun ca khch hng l nhng nim tin v dch v c cung cp, c nng l nhng tiu chun hoc nhng im so snh nh gi s th hin ca d(Zeithaml v Bitner, 1996, 76)

Mong mun l mt khi nim rt quan trng trong nghin cu o lng s tha mnca khch hng, nhng trn thc t n hay thng b nhm ln vi nhu cu v yucu. Nm 2001, ng Kotler c s phn bit nhng khi nin ny nh sau:

Mong mun l s ao c c c nhng th c th tho mn nhng nhu cu su xahn . Mt ngi M c nhu cu thc n v mong mun c c mn hamburger, c nhucu vqun o v mong mun c b Pierrre Cardin, c nhu cu v s qu trnmun c mt chic xe Mercedes. Trong mt x hi khc th nhng nhu cu ny li ctho mn theo mt cch khc: Nhng ngi th dn c tho mn cn i ca mnh bngchim cnh ct; Nhu cu v qun o bng mnh kh; S qu trng bng mt chui ng vc eo c. Mc d nhu cu ca con ngi th t, nhng mong mun ca h th nhiu.Mong mun ca con ngi khng ngng pht trin v c nh hnh bi cc lc lng vnh ch x hi, nh nh th, trng hc, gia nh v cc cng ty kinh doanh.

Yu cu l mong mun c c nhng sn phm c th c hu thun ca kv thi sn sng mua chng. Mong mun tr thnh yu cu khi c sc mua h tr Nhiu ngi mong mun c mtchin xe Mercedes, nhng ch c mt s t ngi cnng v sn sng mua kiu xe . V th cng ty khng nhng phi nh lng xem cnhiu ngi mong mun c sn phm ca mnh, miu quan trng hn l phi nlng xem c bao nhiu ngi thcs sn sng v c kh nng mua n.


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Nhng im khc bit nu trn lm sng t nhng kin ph bnh thng thy canhng ngi ln n marketing l nhng ngi lm marketing to ra nhu cu hay nhnngi lm marketing d d mi ngi mua nhng thm h khng mong mun. Nhnngi lm marketing khng to ra nhu cu, nhu cu tn ti trc khi c nhng nglm marketing. Cng vi nhngnhn t nh hng khc trong x hi, nhng ngi lm

marketing c tc ng n nhng mong mun. H c v t ng l chic xe Mercedes stho mn nhu cu v a v x hi ca con ngi. Tuy nhin nhng ngi lm marketingkhng to ra nhu cu v a v x hi. H tc ng n yu cu bng cch lm ra sn phmthch hp, hp dn, va ti tin v d kim cho nhng ngi tiu dng mc tiu.

Tuy nhin, cn phi lu r ng s phn bit tr n ch mang tnh tng i v theo Oliver (1997) thng th hai khi nim mong mun v nhu cu kh phn bit mt cch hontonv i khi n c th thay th cho nhau.2.4.1. Phn loi mong mun ca khch hng

Trong khi hu ht mi ngi cm nhn c rng mong mun l g th cc nh lmMarketing sn phm dch v phi nghin cu su xa hn v phi lm r hn v nh nghamong mun nhm mc ch o lng qun l c n khoa hc, chnh xc hnghin cu ca mnh, Zeithaml v Bitner (1996) pht hin ra rng khch hng c nhiudng mong mun khc nhau v dch v v h chia ra thnh hai nhm mong mun nhsau:

Dch v mong c (desired service): l nhng mc dch v m khch hng hy vngs nhn c. N c m t nh l mt hn hp nhng iu khch hng tin r ng c thl v nn l.

Dch v tha ng /dch v chp nhn c (adequate service): l nhng mc dchv m khch hng s chp nhn. Trong thc t, khchhng lun hy vng s t cnhng mc dch v m h mong c nhng h cng nhn ra rng khng phi bt

no cng c p ng.Chnh v vy m nhng mong mun thp hn, ph hp thchn c t ra nh mt ngng h chp nhn dch v.Tht vy, ng trn phng din nh sn xut kinh doanhHMPCST cng phi hnh

dung r ng khi mnh l ngi mua th mnh s mong mun g v HMPCST. C th vn quan tm l cht lng hng ha nh vy l tt cha, nu mong mun sn phm clng tt th mcgi ko theo s chp nhn c khng. Bao gi cng vy khi nn


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c ng v ca ngi mua, ai cng mong mua c hng t cht lng tt nht nli thp nht, mun c giao hng ng lc nhng li mun thanh ton theo phtr chm. lnhng mong mun m bt k ai trong chng ta hy vng t c trcquyt nh chp nhn mt sn phm hay mt dch v no . Do vy c hai ph snxutkinh doanh v khch hng phi t ra nhng yu cu ph hp nh cht lng v gi

quan h vi nhau theo phng chm: tin no ca , giao hng m bo kp thi, chthanh ton chm nhng thi gian v phng thc thanh ton phi c tha thun v chai pha cng chp nhn.

Vn t ra y l nhng mong mun v sn phm,dch v ca khch hng gingnhau hay khc nhau dnh cho nhng t chc kinh doanh cng ngnh ? K t qu cu tr ll nhng dch v mong c th gn nh ging nhau trong nhng ngnh hp(subcategories) v khc nhau trong ngnh r ng (industries).V d nh trong ngnh kinhdoanh dch v n un th cc ngnh con nh l nh hng sang trng, ca hng thc nnhanh, ca hng n un cc bn xe hay cc sn ga. Nhng dch v mong c chng ca hng thc n nhanh l s tin li nhanh chng, sch s cn i vi nhng nhhng sang tr ng l s thanh lch, khng gian m cm v hn ht l s th hin mnh. Trongkhi th nhng dch v tha ng th hu nh khc nhau i vi nhng t chc kdoanh dch v cng mt ngnh.2.4.2. Mi quan h gia mong munv s tha mn ca khch hng

Khong trng gia mc dch v khch hng mong c vi mc dch v hsn lng chp nhn c gi l Min chu ng (The Zone of Tolerance), ( NgunZeithaml v Bitner (1996), Services Marketing, McGraw-Hill, trang 80). N th hingiihn khch hng chp nhn , s chu ng m khch hng c th chu c khi c s bing ca dch v.

Nu dch v c cung cp di mc dch v tha ng th khch hng s tht vng

v khng tha mn. Ngc li, nu dch v c cung cp tr n mc dch v mong cth khch hng r t vui sng v tha mn.Cn nu dch v c cung cp nm trong min chu ng th khch hng s tha mn

nhng mc tha mn li khc nhau v dch v cung cp khng c ch c bitvi khch hng. Nu dch v c cung cp nm ngoi min chp nhn th n s lm cho


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khch hng ch c bit theo hng tch cc (nu n tr n min chp nhn) hoc tiucc (nu n nm di min chp nhn).

Tuy nhin min chp chn cng c th thu hp hay m rng i vimt khch hng.Khch hng lun bn rn vi cng vic th min chp nhn dnh cho s xp hng ch ic cung cp mt dch v no rt hn hp.Ngoi ra min chu ng cn b nh hng

ca cc nhn t khc nh nhu cu c nhn, nhn t tnh hung, hay cc dch thay th.Trong c nhng nhn t m cc t chc kinh doanh dch v c th kim sot cgi c.

hiu r cc nhn t tc ng n mong mun v s tha mn ca khch hng t cc chnh sch ci tin sn phm-dch v nhm phc v khchhng tt hn, do cc nhlm marketing phi tin hnh nghin cu khch hng. Hin nay tr n th gii c khnhiu cng tr nh nghin cu v vn ny.2.5. Mi quan h gia s tha mn v s chp nhn dch v

S tha mn ca khch hng l mt trong nhng nhn t quan trng tc ng s chnhn dch v ca khch hng v chng ta c th khng nh rng nhn t quan trng nhtdn n s tha mn ca khch hng c chp nhndch v hay khng. Hnh 2-2, s minhha r hn vn ny.

Hnh 2-2: Nhng nhnt tc ng n s chp nhndch vcakhch hng

Ngun : Zeithaml v Bitner (1996), Services Marketing, McGraw-Hill, trang 104.

S chpnhn DV

Giao dchDV

BngchngDV

Hnhnhn v

Gi

Cht lng DV

Gitr

S thamn


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Tc gi xin tr nh by r hn v Giao dch v (Service Encounters) v Bng chng dchv (Evidences of Service) nh sau:

Giao dch dch v l nhn t gyn tng mnh m i vi khch hng khi h giaodch, tip xc vi cc t chc kinh doanh dch v. Trong tng phn giao dch cvy, khch hng s c mt s nhn xt nhanh v cht lng dchv ca t chc, v i

ny ng gp trc tip vo s tha mn chung ca khch hng i vi t chc kinh doadch v. Nh vy, tng giao dch c th chnh l tim nng ln cc n v kinh doadch v gia tng s tha mn ca khch hng v lm tng k h nng s quay li ca khchng vi n v ca mnh. C cc loigiao dch c th nh sau:giao dch gin tip (remoteencounters) l giao dch khng c s lin h trc tip no gia ngi vi ngi.V d giaodch gia ngi vi ngn hng thng qua my rt tin t ng; giao dch qua in th(phone encounters); giao dch trc tip (face-to-face encounters).

Nh chng ta bit, dch v mang tnh cht v hnh nn khch hng hay tm kimnhng chng c (haynhn thu hnh) trong nhng giao dch m h thc hin vi cc tchc kinh doanh dch v. Thng thng nhng bng chng ny gm c: bn thn khchhng v nhng ngi khc; qu tr nh x l dch v (vng lun chuyn cahot ng, cc bc trong qu tr nh thc hin dch v); ccnhn t vt cht (phng tin lin lc, cctrang thit b); Tt c ccnhn tbng chng nu trn t hay nhiu s xut hin trong cgiao dch c th gia khch hng vi n v kinh doanh dch v l l nhngnhn tquantr ng cho vic qun l cht lng, to ra s thamn cho khch hng.2.6. Cc nhn t tc ng n s tha mn ca khch hng khi mua HMPCST

Theo Zeithaml v Bitner (1996), s tha mn ca khch hng chu s tc ng bi ccnhn t ch yu sau y: cht lng dch v (service quality); cht lng s(product quality); gi c (price); nhn t hon cnh (situational factors) v nhn t c nhn(personal factors).

Trong l nh vc kinh doanh dch v th cht lng dch v l nhn t quan trng tcng mnh m n s tha mn ca khch hng. Mt trong nhng thang o cht ldch v c nhiu ngi chp nhn v c s dng nhiu nht tr n th gii chnh lthang o SERVQUAL c lp nn t nhng nm 1980 bi Parasuraman, ZeithamlBerry. y l thang o lng a hng (multidimensional scale) gm c cc hnth nh sau:


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S tin cy-Reliability:l t chc kinh doanh dch v c kh nng cung cp dcnh ha. N th hin qua vic t chc cung cp dch v c cht lng qung co v cam k t khng, thi gian cung cp dch v c ngkhng, c cung cpdch v ngay t u khng,S p ng nhit t nh-Responsiveness:S p ng nhanh nhn cc yu cu, s sng

lng phc v khch hng v cung cp dch v mt cch nhanh chng.S an ton-Assuarance: Thi nh nhn, phong cch chuyn nghip, s am hiu vc bit l kh nng to ra s an tm, tin tng ca nhn vin.S thu hiu-Empathy: l s phc v chu o, s quan tm c bit dnh cho khchhng v kh nng thu hiu nhng nhu cu ring ca khch hng.Nhn t hu h nh-Tangibles:l c s vt cht, trang thit b, ng phc ca vin, nhng cu khu hiu.Tuy nhin vic s dng thang o SERVQUAL o lng s tha mn ca khch

hng trong thc t s gp phi khng t kh khn nh v mt gii thch ng nkhch hng v c th b qua mt s c im tc ng n s tha mn ca khch hngkhi mua HMPCST. Chng hn nh khi ni n cm t cht lng dch v th a skhch hng u ngh n cc dch v ph thm ch khng hiu ht ngha chung ca nMt khc th hng o lng ca thang SERVQUAL c khch hng gp li v gi vimt tn khc, nh s p ng nhit tnh v s thu cm c khch hng cm nhnchung l thi phc v

Da theo kt qu nghin cu khm ph (nghin cu nh tnh) thng qua k thut thlun nhm th khch hng khi mua HMPCST ti k nh Hair salonthng vi nhng l dosau y: Cht lng hng ha c m bo; hng ha c phn phi trc tipHair salon nn h c s an tm rt cao; gi c th c cng b tr n bng gi; hng ha bn choh thng th khng bn nhng k nh phn phi khc nn h d dng trong vic bn li

cho ngi tiu dng; s tin li trong mua sm; ngoi ra khi h cn hng l c ngay khngthiu mt hng no; hn th cnc mua hng vi phng thc tr chm,T cc khm ph nu trn trong k thut tho lun nhm, tc gi rt ra nhng m

mun chung i vi loihnh kinh doanh dch v bn HMPCST ti k nh Hair salon phic cc nhn t sau y:


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Cht lng HMPCST c gi l tt khi c c th hin qua cc c im nhngun gc xut x r rng, c giy chng nhn cht lng, c y thng tin tr n sn phm, mi hng sn phm hp dn, hn s dng cho phpGi c hng ha phi chng, c th hin qua cc c im nh: gi c HMc cho bn tiHair salonkhng cao hn cc kn phn phi cn li, gi c ph hp

vi cht lng, gi c ph hp vidoanh thuChng loi HMPCST a dng, c th hin qua cc c im nh: c y nghng cn thit, thng xuyn cp nht hng mi, b sung cc sn phm c tnh nngmiv kiu dng mi.Thi phc v tt, c th hin qua cc c im sau: nhn vin lun sn sng phcv khch hng, lch s, thn thin, nhanh nhn, am hiu v gii thch mi thc mc ckhch hng.Knh phn phi tt, l knh phn phi p ng c cc yu cu sau y: s tin l

khi mua hng, thi gian giao hng ng hn, giao hng ng theo yu cu.Phng thc thanhtonc cho l ph hp, phi th hin c cc c im saukhch hng thanh ton chm, thi gian thanhton c xc nh cho ph hp v linhhot.Chng tr nh khuyn mi c xem l hp dn, c th hin qua cc c im

chng tr nh khuyn mi thng xuyn, hp dn v c khch hng thch th tham giamua hng.

Tm li, s tha mn ca khch hng khi mua HMPCST ti k nh Hair salon chu s tcng bi cc nhn t v cht lng, gi c, chng loi, thi phc v, k nh phn phi, phng thc thanh ton, chng tr nh khuyn mi.

Thng qua cc phn tch trn, tc gi xin a ram hnh l thuyt (xem hnh 2-3) vicc gi thuyt c t ra nh sau:

Gi thuyt H1: Cm nhn ca khch hng v cht lng HMPCST cng cao th stha mn ca h i vi vic mua hng ti k nh Hair salon cng cao.Gi thuyt H2: Cm nhn ca khch hng v s ph hp cagi c HMPCST cngcao th s tha mn ca h i vi vic mua hng ti k nh Hair salon cng cao.Gi thuyt H3: Cm nhn ca khch hng v s a dng ca HMPCST cng cao ths tha mn ca h vi vic mua hng ti k nh Hair salon cng cao.


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Gi thuyt H4: Cm nhn ca khch hng v thi phc vtn tnh cng cao thvic tha mn ca h i vi vic mua hng ti k nh Hair salon cng cao.Gi thuyt H5: Cm nhn ca khch hng v s tin li khi mua hng ti k nh Hair salon cng cao th s tha mn ca h vi vic mua hng ti k nh Hair salon cng cao.Gi thuyt H6: Cm nhn ca khch hng v s ph hp ca phng thc thanh to

cng cao th s tha mn ca h vi vic mua hng ti k nh salon cng cao.Gi thuyt H7: Cm nhn ca khch hng v s hp dn ca chng tr nh khuyn micng cao th s tha mn ca h i vi vic mua hng ti k nh Hair salon cng cao. tin li khi gi tn cc nhn t ny, tc gi xin n gin v rt gn li tn gi nh

sau: cm nhn ca khch hng v cht lng HMPCST l cht lng HMPCST ; cmnhn ca khch hng v s ph hp gi c HMPCST l gi c HMPCST ; cm nhn cakhch hng v chng loiHMPCST lchng loi HMPCST ; cm nhn ca khch hngv thi phc v tn tnh ca nhn vin lthi phc v; cm nhn cakhch hng vknh phn phi l knh phn ph i ; cm nhn ca khch hng v s ph hp ca phngthc thanhton l phng thc thanh t on ; cm nhn ca khch hng v s hp dn cchng tr nh khuyn mi lchng tr nh khuy n mi .

( Xin xem Hnh 2-3: M hnh l thuyt ca ti trang k tip)


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Hnh 2-3: M hnh l thuyt ca ti

2.7. Tm ttChng 2 ny trnh by tm tt cc l thuyt lin quan n s tha mn ca khch

hng v xy dng c m hnh l thuyt biu din s tc ng ca cc nhn t tha mn ca khch hng khi mua HMPCST ti k nh Hair salon. C th cc nhn t nyl: cht lng HMPCST; gi c HMPCST; chng loi HMPCST; thi phc vnh phn phi; phng thc thanh ton; chngtrnh khuyn mi. Cc gi thuyt t ra rnnu cm nhn ca khch hng nh gi cng tt p v ccnhn t trn th s tha mnca h cng cao.

Trong chng 3 tip theo tc gi s tr nh by phng php nghin cu c thc hin xy dng v nh gi cc thang o lng v kim nh s ph hp ca m hnh lthuyt vi thng tin th trng thu thp c.

Cht lngHMPCST

GiHMPCST

Chng loiHMPCST

Thi phcv

Knhphn phi

Phng thcthanh ton

S THAMN CAKHCHHNG

H1

H2

H3

H4

H5

H6

Chng tr nhkhuyn mi

H7


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Chng 3

PHNG PHP NGHIN CU

3.1. Gii thiu kim nh m hnh l thuyt c t ra Chng 2, nhm mc ch xc

m hnh l thuyt ny c th chp nhn c hay l khng. Chng ta cn phi c mt phng php nghin cu khoa hc v ph hp. Trong Chng 3 ny trng tm l giithiu cc phng php nghin cu khoa hc c s dng xy dng v nhthang o lng nhng khi nimnghin cu cng nh kim nh cc m hnh l thuytcng vi cc gi thuyt c a ra..

Chng 3 c hnh thnh t 2 phn chnh: (1) Thit k nghin cu, tr nh by chi titquy trnh nghin cu, gm c nghin cu khm ph (nh tnh) v nghin cu chnh thc(nh lng); (2) Xy dng thang o, tr nh by cc thango lng v nhng khi nimnghin cu c lin quan.3.2. Thit k nghin cu Chng 1, nh gii thiu ti nghin cu ny c thc hin qua hai b

nghin cu: nghin cu khm ph sdng phng php nh tnh (qualitativ

methodology) c tin hnh thng qua k thut tho lun nhm nhm pht hin, chnh v b sung cc bin quan st dng thc hin o lng cc khi nim nghn cu;nghin cu chnh thc s dng phng php nh lng c thc hin thng qnhthc phng vn trc tip vi bng cu hi chi tit nhm nh gi cc thang o kimnh m hnh l thuyt c t ra. C th hn cc l thit nghin cu v quy trnhnghin cu s c tr nh by c th nhng phn di y.3.2.1. Nghin cu khm ph (nh tnh)

Mc ch ca bc nghin cu nh tnh ny l nhm mc ch khm ph s tha mnv mong mun ca khch hng thng qua khm ph cc nhn t tc ng ns tha mnca khch hng l ch cc Hair salonkhi mua MPCST. i tng nghin cul ch ccHair salon ti Tp.HCM. Phng php thu thp thng tin c s dng thng qua hnh thctho lun nhm da theo mt cng tho lun c chun b trc (xin xem


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Cc cuctho lun ny c tin hnh ti phng hi tho khch hng thuc Cng tySXTM -XNK c Vn. Kch thc mu tham gia tho lun 14 ngi, c chianh 2nhm, mi nhm 7 ngi (nhm 1 gm 7 ngi nam, nhm 2 gm 7 ngi n). 1c mi ny l nhng ngi trc tip ara quyt nh mua hng v trong mtthng tnht mua MPCST ca Cng ty mt ln. Khng c s phn bit quy m tim ln

khu vc tim ang ta lc.3.2.2. Nghin cu chnh thc (nh lng)

Mc ch ca bc nghin cu ny l kim nh m hnh l thuyt t ra, o lngcc nhn t tc ng n s tha mn ca khch hng khi mua MPCST ti tim ca mnhtheo hnh thi phc v khch hng tiHair salon ca nh sn xut kinh doanh. Nghin cuny c tin hnh tai Tp.HCM, c th l h thng ccHair salontrong a bn thnh ph.Hin ti cha c mt con s thng k c th no c cng b l Tp.HCM c bao nhiuHair salon, nhng theo t liu ni b ca mt s Cng tysn xut kinh doanhMPCST,hin s lngHair salon Tp.HCM khongvi chc ngn v con s ny tng lin tctng ngy. i tng c phng vn l ch ccHair salonc tui t 25 n 55, lnhng ngi ra quyt nh mua hng MPCST ca Cng ty TM- XNK c Vn hocCng ty m phm Trng Lc t nht 1 ln /thng. Phng php thu thpthng tin dng phc v trong nghin cu ny l phng vn trc tip theo mt bng cu hi chc son sn ( xin xem Ph lc 2). Kch thc mu l 250 trong khch hng ty c Vn l 150 tim, cn li 100 tim l khch hng ca Cng ty Trng Lc. Ngi phng vn ch yu l nhn vin kinh doanh ca hai Cng ty nu trn, h c mi quan hthn thin vi cc ch tim c phng vn.Tht ra khch hng ca hai Cng ty xp x2000 Hair salon, nn vic la chn tim phng vn phi tun theo nguyn tc nu trn.Mu nghin cu c chn theo bng m t tm tt c tr nh by trong Bng 3-1 diy:

( Xin xem Bng 3-1: Cch chn mu nghin cu trang tip theo)


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Bng 3-1 Cch chn mu nghin cu

Cng tyTng s khchhng Cng ty

hin c

Tng s khchhng c phng vn

Bc nhy(1)

Ngy phngvn trong tun

(2)

c Vn 750 150 5 Th 3;4

Trng Lc 850 100 8.5 Th 3;4

Tng 1600 250Bc nhy

trung bnh 6.4

(1) l t l khch hng cng ty hin c trn khch hng c phng vn.

(2) ngy phng vn thch hp nht l th 3 hoc th 4 v hai ngy ny tim thng vngkhch hn nhng ngy cn li nn c thi gian dnh cho phng vn thch hp hn.3.2.3. Quy trnh nghin cu

Bng 3-2: Tm lc tin thc hin cc nghin cu

GiaionDng

nghin cu Phng php K thut Thi gian a im

1 S b nh tnh Tho lun nhm 10/2007 Tp.HCM

2 Chnh thc nh lngThc hin

phng vn12/2007 Tp.HCM


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Hnh 3-1: Quy trnh nghin cu

Ngun: Da tr n quy trnh nghin cu ca Nguyn nh Th v Nguyn Th MaiTrang (2002), Nghin cu cc thnh phn ca gi tr thng hiu v o lng chng tth trng hng tiu dng Vit Nam, B2002-22-33, i hc Kinh t Tp.HCM, trang 22.

C s l thuyt

Thang onh

Tho lun nhm

iu chnh

Thang ochnh

Nghin cu nhlng (N=250)

Cronbach alpha

Phn tch nhn t

Thang o honchnh

Phn tch hi quytuyn tnh bi

Kim tra nhn ttrch c

Kim tra phngsai trch c

Kim nh sphh p cam hnhnh gi mc

quan tr ngcaccnhn t

nhgitin cycc thango

Loibin quan stkhng ph h p


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3.3. Xy dng thang oThang o l cng c dng quy c (m ha) ccn v phn tch theo cc biu hi

ca bin. Ngy nay vi vic s dng my tnhth vic m ha thng c thc hin bng con s .C 4 loi thang o c s dng trong nghin cu th trng, l (1) thango nh danh (nominal scale),(2) thang o th t (ordinal scale), (3) thang o qung

(interval scale), v (4) thang o t l (ratio scale).Trong phm vi nghin cu ca ti ny, thang o c xy dng da trn c

thuyt v xy dng thang o v v s tha mn ca khch hng, ng thi tham kho cthang o c pht trin tr n th gii nh SERQUAL ( Zeithaml v Bitner , 1996), ccnghin cu mu v cht lng dch v v s tha mn ca khch hng (Parasuraman,1991). Chng c iu chnh v b sung sao cho ph hp vi mc ch nghin cu.

Nh c tr nh by trong Chng 2, c tt c 7 khi nim cn nghin cu l:(1) Cht lng MPCST(2) Gi c MPCST(3) Chng loi MPCST(4)Thi phc v(5) Knh phn phi(6)Phng thc thanh ton(7)Chng tr nh khuyn mi

Tuy nhin mc ch chnh ca nghin cu ny l ch yu tp trung vo vic o lngcc nhn t tc ng n s tha mn ca khch hng khi mua MPCST tiHair salon.iu ny ng ngha vi vic khm ph s tha mn, mong mun ca khch hng yc o lng trc tip thng qua cm nhn ca khch hng v 7 khi nim c nu trn.C th cc thang o lng c tr nh by di y:3.3.1. Thang o mccm nhn ca khch hng v nhn t cht lng

Cm nhn ca khch hng v cht lng hng ha, k hiul V. Thng thng ccthang o lng cm gic thng dng tng qut (Yoo v ctg 2000; Dodds 1999). Tuynhin theo cc k t qu nghin cu nh tnh cho thy rng, nhn t cht lng hng hathuc hng m phm quan tm ca khch hng xoay quanh n ngungc xut x, giychng nhn hng ha, cc thng tin trn bao b, mi hng, hn s dng.


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Do thang o mc cm nhn ca khch hng v cht lng HMPCST bao gm5 bin quan st biu th cc c tnh khch hng quan tm v cht lng HMPCST. Ta sdng tV1 nV01 k hiu cho5 bin nu trn. Cc bin quan st ny c o thethang Likert 5 mc .

Bng 3-3: Thang o mc cm nhn cht lng HMPCST

K hiu bin Cu hi cc bin quan st

V1 Ngun gc xut x r rng

V2 Giy chng nhn cht lng

V3 Thng tin trn bao by

V4 Cht lng lun n nh

V01 Nhn chung, Anh/Ch hon ton hi lng v cht lngHMPCST

3.3.2. Thang o mc cm nhn ca khch hng v s ph hp ca gi cMc cm nhn ca khch hng v s ph hp ca gi c HMPCST c k hiu l

G. Thng qua k t qu nghin cu nh tnh cho thy rng, khi nhc n s ph hp ca gic ca HMPCST c cho bn tr c tip tiHair salonthng c s tng quan gia gc v cht lng, gia gi c v thu nhp, s phn phi HMPCST trc tip tiHair salonc pht sinh thm chi ph cao hn so vi cc k nh phn phi truyn thng nh ch, chng m phm, siu th.

T kt qu thu thp c trong nghin cu khm ph (nh tnh), tc gi c thang mc cm nhn ca khch hng v s ph hp ca gi c HMPCST gm5 bin quan st,k hiu tG1 nG01 (xin xem Bng 3-4). Cc bin quan st ny cng c o bngthang o Linkert 5 mc .


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Bng 3-4: Thang o mc cm nhn v giHMPCST


G1 Gi c ph hp vi cht lng

G2 Gi c ph hp vidoanh thuG3 Gi c gn lin vi thng hiu

G4 Gi bn ti k nh Hair salon khngcao hn cc knh khc

G01 Nhn chung, Anh/Ch hon ton hi lng v gi HMPCST

3.3.3.Thang o mc cmca khch hng v s a dng ca chng loi HMPCST

Mc cm nhn v s a dng ca chng loi HMPCST c k hiu l S. Qua tholun nhm, ch ccHair salon ti Tp.HCM cho rng chng loi hng ha phi c y tt c cc loi cn s dng t ccdng m phm dng tc, to dng n cc dng sn phm k thut (un, nhum, dui), hay s lun lm mi ca sn phm, s xut hin dngsn phm c tnh nng mi l. Do thang o lng mc cm nhn v s achng loi hng ha gm5 bin quanst din t cc iu kin trn, c k hiu tS1nS01(xin xem Bng 3-5) v cc bin ny cng c o lng bng thang o Linkert 5 m

.Bng 3-5: Thang o mc cm nhn v chng loi HMPCST


S1 p ng mt hng cn s dng

S2 Thng xuyn b sung hng mi

S3 Sn phm c tnh nng miS4 Sn phm c nhiu kiu dng mi

S01 Nhn chung, Anh/Ch hon ton hi lng v chng loi HMPCST


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3.3.4. Thang o mc cm nhnca kch hng v thi phc vMc cm nhn ca khch hng v thi phc v ca nhn vin phc v bn hng

Hair salon (nhn vin kinh doanh, nhn vin giao hng, nhn vin thu tin) c k hiul A. Khch hng cm nhn thi phc v bn hng ca nhn vin thng qua hnh thihn hp ca hai hng o lng quan trng trong thang o SERQUAL: s p

tnh (responsiveness) v s thu cm (empathy).T kt qu nghin cu nh tnh, tc girt ra thang o lng mc cm nhn v thi phc v gm5 bin quan st ckhiu tA1nA01(xem Bng 3-6), chng c o lng bng thang Linkert 5 mc

Bng 3-6: Thang o mc cm nhn thi phc v


A1 Nhn vin lun sn lng phc v

A2 Nhn vin bn hng thn thin

A3 Nhn vin bn hng ng tin cy

A4 Nhn vin lun gii p mi thc mc pht sinh

A01 Nhn chung, Anh/Ch hon ton hi lng v thi phc v

3.3.5. Thang o mc cm nhnca khch hng v k nh phn phiMc cm nhnv k nh phn phi bn hng tiHair salonc k hiu l C. Thng

qua k thut tho lun nhm, khch hng by t quan tm n s thun tin khi mHMPCST tiHair salon, giao hng ng lc khi c yu cu. Do tc gi rt ra thanlng v cm nhn k nh phn phi bao gm5 bin quan st c k hiu tC1 nC01(xin xem Bng 3-7), chng c o bng thang Linkert 5 mc .


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Bng 3-7: Thang o mc cm nhn v k nh phn phi


C1 Tin li hnkhi mua hng tiHair salon

C2 Thi gian giao hng ng lcC3 Giao hng lunchnh xc theo n t hng

C4 Giao hng mi lc khi c nhu cu

C01 Nhn chung, Anh/Ch hon ton hi lng vi k nh bn hng Hair salon

3.3.6. Thang o cm nhn ca khch hng v phng thc thanh tonThango cm nhn ca khch hng v phng thc thnh ton c k hiu l P. Qua

tho lun nhm cho thy hin nay phng thc thanh ton m cc nh sn xut kinh doanhcho cc Hair salonc tr chml r t ph bin v c ccHair salon r t quan tm, smua hng nhiu hn khi c thanh ton chm, ng thi thng qua tho lunnhm vn xc nh thi gian thanh ton r t ckhch hng quan tm. K t qu cuicng tc girt ra c 04 bin quan st c k hiu tP1 nP01 (xin xem Bng 3-8), chng cng

c o lng bng thang Linkert 5 mc .

Bng 3-8: Thang o mc cm nhn v phng thc thanh ton


P1 Li hn khi c thanh ton chm

P2 Thi gian thanh ton ph hp

P3 Mua hng nhiu hn khi c thanh ton chm

P01 Nhn chung, Anh/Ch hon ton hi lng vi phng thc thanhton


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3.3.7. Thang o lng mc cm nhn v s hp dn ca chng tr nh khuyn miMc cm nhn v s hp dn ca chng tr nh khuyn mi c k hiu l K .

Thang o ny c bn da trn thang o lng thi i vi chiu th thuc ti nghincu v thng hiu tiVit Namca Nguyn nh Th (Nguyn nh Thv Nguyn ThMai Trang, 2002) v c s iu chnh cho ph vi khun kh ti ny.ng thi tham

kho kt qutho lun nhm rt rac 4 bin quan st, k hiu tK1 nK01 (xinxem Bng 3-9). Cc bin ny cng c o lng bng thang Linkert 5 mc .

Bng 3-9: Thang o mc cm nhn v chng tr nh khuyn mi


K1 Chng tr nh khuyn mi r t hp dn

K2 Thng xuyn c cc chng tr nh khuyn mi

K3 Lun quan tm n cc chng tr nh khuyn mi

K01 Nhn chung, Anh/Ch hi lng v cc chng tr nh khuyn mi

3.4. Tm ttTrong chng 3 ny trnh by phngphp nghin cu c thc hin trong ti

nhm xy dng, nh gi cc thang o v m hnh l thuyt v cc nhn t tc ng n tha mn ca khch hng l ch ccHair salon ti Tp.HCM. Phng php nghin cc thc hin qua 2 hai bc: nghin cu khm ph (nh tnh) v nghin cu chnh thc(nh lng).

Nghin cu khm ph s dng phng php nghin cu nh tnh thng qua ktho lun nhm.Mc ch ca bc nghin cu ny nhm xc nh cc nhn t tc nn s tha mn ca khch hng khi mua MPCST, cc thang o lng cc khi ninghin cu cng c xy dng phc v cho nghin cu chnh thc. Nghin cu chnhthc s dng phng php nghin cu nh lng thng qua k thut phng vnkhch hng l ch ccHair salon vi kch thc mu n = 250. Chng tip theo s nh by phng php phn tch thng tin qua phn mm SPSS11.5 for Windows v k t qunghin cu.


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Chng 4

PHN TCH D LIU V NH GI KT QU THU C

4.1. Gii thiuTrongChng 3 trnh by phng php thc hin nghin cu ca ti. Tip theo

Chng 4 ny, tc gi xin tr nh by cc k t qu nh gi, ng thi hon chnh cc thango v cc kt qu kim nh m hnh l thuyt cng nh cc gi thuyt a ra. Bn cnh cng tr nh by mt s phn tch m t v mu nghin cu, v kt qu nh lng cthang o.

Chng 4 c to thnh t cc phn chnh nh sau: thng tin mu nghin cu, nhgi tin cy ca thang o v phn tch nhn t, kim nh m hnh l thuyt, phn tchmc quan trng ca cc nhn t tc ng n s tha mn ca khch hng khi muaHMPCST tiHair salon, v cui cng l phn tch nh gi s khc bit gia cctng khch hng c iu tra qua cc nhn t tc ng n s tha mn.

Phn mm thng k SPSS 11.5 for Windows c s dng nh l mt cng c c thc hin cc phn tch Chng 4 ny.4.2. Thng tin mu nghin cu

Gii tnhQua k tqu thng k gii tnhca mu nghin cu, tc gi nhn thy t l chHair

salonl nam hi t hn n. C th, trong 250khch hng tham gia phng vn c 113 namv 137 n. iu ny c biu hin qua Bng 4-1 v Hnh 4-1.

(Xin xem Bng 4-1 v Hnh 4-1 trang tip theo)


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Bng 4-1: Bng thng k gii k gii tnh mu nghin cu

Gii tnh Tn sutPhntrm

Phn trmhp l

Phn trmly tch

Nam 113 45.2 45.2 45.2

n 137 54.8 54.8 100.0Tng 250 100.0 100.0

Hnh 4-1: Gii tnh mu nghin cu

113137

020406080

100120140160

Nam N

Gii tnh

S

n g

i

K t qu phn tch gii tnhca mu nghin cu khng ni ln c g nhiu ngoi viccho chng ta bit c bao nhiu ngi nam, n. Phn tip theo tc gi xin tip tc phn tuikhch hng trong mu nghin cu.

tuiThng qua vic phn tch d liu t Bng cu hi nghin cu nh lng, s liu thn

k cho thytuitrung bnh ca250 khch hng tham gia phng vnl 38 v s tui 36l ph binnht. ng thi cng bit c ngit tuinht l 25 v ln nht l 55. C thhn, xin xem Bng thng k s tuisauy:


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Bng 4-2: Tui khch hng ca mu nghin cu

S tr li 250

Tui trung b nh 38.06

Tui ph bin nht 36Tui nh nht 25

Tui ln nht 55

c ci nhn tng qut hn v tui ca khch hng, trong phn mm SPSS 11.5 for

Window, tc gi s dng lnh Transform ComputeRecodeInto Differen Variablesnhm chuyn thng k tui sang thng k tui. Kt qu xin xem Bng sau:

Bng 4-3: tui khch hng tham gia phng vn

tui Tn sut Phn trmPhn trm

hp lPhn trm

ly tch

25-35 98 39.2 39.2 39.236-45 107 42.8 42.8 82.046-55 45 18.0 18.0 100.0

Tng 250 100.0 100.0

Thng qua Bng 4-2, nhn thy rng khch hng l ngi tr v trung nin c s lnggn nh nhau (39.2% v 42.8%). Tuy s lng khch hng trung nin hi cao hcht nhng theo tc gi xu hng khch hng tr s tng nhanh chng v ngy nay c r tnhiu bn tr quan tm v chn ngh lm tc. iu ny ni ln c rng cc nh sn xutkinh doanh HMPCST nn tp trung quan tm nhiu hn cho nhm i tng khchngtr ng thi c gng duy tr quan h vi nhm khch hng trung nin khng ch v s


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lng m cn nhiu l do khc na nh h khng ch n thun l ngi muasn phmm cn l ngi thy dy cho cc bn tr theo hc ngh lm tc nn t hay nhiuh cmt s nh hng rt ln. Qua bng thng k trn cng thy rng khch hng ln tui (46-55) chim t l kh khim tn nhngn th hin ng thc t hin trng tui tcca ngitham gia trong ngnh thi trangngy cng tr li. iu ny c minh ha qua Hnh 4-2

nh sau:

Hnh 4-2: tuicamu nghin cu

39%

43%

18%

Tui(25-35) Tui(36-45) Tui(46-55)

S ln mua hng trung bnh trong thng Nhm mc ch mun bit xem trung bnh miHair salon mua hng my ln trong mtthng. K t qu phn tch cho thy rngHair salon trung bnh mua hng mi thng 1.84 ln,cng nhs ln mua hng nhiu nht, t nht ln lt l 1 v 4 ln, trong mua hng 1ln l ph binnht. Hnh 4-3 sau y s minh ha c th hn:

( Xin xem Hnh 4-3 trang sau )


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Hnh 4-3: S ln mua hng trung bnh trong thng ca mu nghin cu

10885

47

100

20

40

60

80

100

120

1 ln 2 ln 3 ln 4 lnS ln mua hng trung bnh

S l n g

H a

i r s a

l o n

Khi bit c kt qu c th, cc nh qun tr slp ck hoch v b tr nhn smt cchhp l nhmchm sc v phc v khch hng tt hn.

Gi tr trung b nh mt ln mua hngQua k t qu phn tch thu c, tc ginhn thy rng gi tr trung bnh mtln khch

mua hng l 2.57 triu ng. Bn cnh n t hng c gi tr 2 triu ng ph bin

nhtchim n 20% v n t hng c gi tr thp nht, cao nht ln lt l 500 ngnng v 7.5 triu ng. Nu chiagi tr trung bnh mt ln mua hng thnh 4 mc : 500ngn 1.5 triu; 2 triu 3.5 triu; 4 triu 5.5 triu;6 triu 7.5 triu. Chng ta c Hnh4-4 minh ha trang sau:


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Hnh 4-4: Gi tr trung b nh mt ln mua hng ca mu nghin cu

27%

54%

16% 3%

0.5 tr-1.5 tr 2 tr-3.5 tr 4 tr-5.5 tr 6 tr-7.5 tr

Nhn vo Hnh 4-4, chng ta thy rng gi trtrung bnh mt lnmua hngtt 2

triu n 3.5 triu ph bin nht,chim n 54 %. Vi kt qu ny, cc nh qun tr nntm ra phng cch tip cn hp l hn na nhm gia tngthm gi tr trung bnh mt lnmua hng. Trn thc t, kt qu ny theo tc gi l hp l, v ngy nay Hair salon mi xuthin rt nhiu nhng quy mHair salonthng kh khim tn. Khch hng ca ccHair salon khng nhiu ngc li c chiu hng gimmnh nn h thng tnh ton rt kkhimua hng. Tuy nhin, gi tr trung bnh mt lnmua hng kh nh cng l c hi cho ccnh sn xutkinh doanh HMPCST tm cch gia tng gi tr n trong tng lai.

Doanh thu trung bnh trong thngQua phn tch thng tin mu, chng ta thy doanh thu trung bnh hng thng ca 250

Hair salont 23 triu.Hair salon c doanh thu trung bnh trong thng t nht l 10 triu vcao nht l 40 triu. C 86 trong 250Hair salontdoanh thu trung bnh t 16 n20 triuchim 34.4% v y l t l cao nht. Hnh 4-5,sau y s minh ha c th hn s lHair salont doanh thu tng ng:

( Xin xem Hnh 4-5 trang tip theo)


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Hnh 4-5: Doanh thu trung bnh trong thng ca mu nghin cu

38

86

58

37

20

11

0

10

20

30

40

50

6070

80

90

100

10-15 triu 16-20 triu 21-25 triu 26-30 triu 31-35 triu > 35 triu

Doanh thu trung bnh trong thng

S l n g

H a

i r s a

l o n

4.3. nh gi tin cy ca thang o v phn tch nhn t4.3.1. nh gi tin cy ca thang o

Cc thang o u c nh gi tin cy (thng qua h s tin cy Cronbacthng qua phn mm thng k SPSS 11.5 for Windows). Mc ch l tm ra nhng mccn hi cn gi li v nhng mc hi cn b i trong rt nhiu mc bn a vo k(Hong Tr ng v Chu Nguyn Mng Ngc,2005, 249). Sau khi phn tch, k t qu chothy h s Cronbach alpha ca cc thang o u t t 0.7 tr ln. Nhiu nh nghin cung rng khi Cron bach alpha t 0.8 n gn 1 th thango lng tt, t 0.7 n g bng 0.8 l s dng c. Cng c nh nghin cu ngh rng Cronbach alpha t 0.6 ln l c th s dng c trong trng hp khi nim ang nghin cu l mi hoc mii vi ngi tr li trong bi cnh nghin cu (Nunnally, 1978; Peterson, 1994; Slate1995).

Bn cnh ,cc bin quan st u c h s tng quan gia bin v tng (item-totalcorrelation) trn 0.4 (xin xem ph lc 3). iu ny cho thy cc thang o m bo s tcycn thit, th hin c th qua bng tm tt sau y:


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Bng 4-4: H s tin cy alpha ca cc thang o

Thang o S lng bin quan st H s alpha

Cht lng HMPCST 5 0.74

Gi c HMPCST 5 0.72Chng loi HMPCST 4 0.71Thi phc v 5 0.77Knh phn phi 5 0.73Phng thc thanh ton 4 0.76Chng tr nh khuyn mi 4 0.70

Tuy nhin thng qua vic phn tch nhn t bc tip theo s gip chng ta thyc th hn cc thang o trn c tch thnh nhng nhn t mi hay khng, iu ny s gipchng ta nh gi chnh xc hn cc thang o, ng thi chng ta c th loi b bin o lng khng t yu cu v lm cho cc thang o m bo tnh ng nht.4.3.2. Phn tch nhn t

Vic tin hnh phn tch nhn t c thc hin thng qua phn mmthng k SPSS11.5 for Windows vi phng php trchcc nhn t (phng php mc nh l rt trchcc thnh phn chnh Principal components analysis), phng php xoay nhn tVarimax procedure (xoay nguyn cc gc nhn t ti thiu ha lng binc h s lnti cng mt nhn t, v vy s tng cng kh nng gii thch cc nhn t) v imkhi trch nhn t c Eigenvalue l 1 (xin xem chi tit Ph lc 4).

Ch s KMO (Kaiser -Meyer-Olkin measure of sampling adequacy) l mt ch s cdng xem xt s thch hp cacc phn tch nhn t. Tr s ca KMO ln (gia 0.5 v1) c ngh a l phn tch nhn t l thch hp, cn nu ch s KMO nh hn 0.5 th phntch nhn t c kh nng khng thch hp vi cc d liu.

K t qu phn tch nhn tmu nghin cuc th nh sau:


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Bng 4-5: Bng ch s KMO cc thang o

Thang o S lng bin quan st Ch s KMO

Cht lng HMPCST 5 0.78

Gi c HMPCST 5 0.79Chng loi HMPCST 4 0.71Thi phc v 5 0.77Knh phn phi 5 0.70Phng thc thanh ton 4 0.73Chng tr nh khuyn mi 4 0.65

K t qu cho thy rng vic phn tch nhn t y l thch hp v cc thango u cch s KMO ln hn 0.5. Vic tin hnh phn tch nhn t i vi tng thang o c thnh sau:4.3.2.1. Phn tch nhn tthang o cht lng HMPCST

Thang o cht lng HMPCST gm c 5 bin quan st c k hiu ln lt l V1,V2,V3,V4 v V05 nh c tr nh by trong Chng 3v c 5 bin ny u c gilisau khi c nh gi tin cy ca thang o (bng h s tin cyCronbach alpha thngqua phn mm SPSS 11.5 for Windows). Qua k t qu phn tch nhn t cho thyh stng quan giacc binvi nhn tln h n 0.67 v tng phng sai c gii thchl49,43% (gn bng 50%), u ny c ngh a l nhn t c trch rany c thgii thchc gn bng 50% bin thin ca d liunu thc hin phn tch theo phng phPrincipal components analysis v php xoay Varimax (xin xem ph lc 4), y l k t quchp nhn c.K t qu phn tch c tr nh by tm tt trong Bng 4-6di y.


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Bng 4-6: K t qu phn tch nhn t thang o cht lng HMPCSTComponent Matrix(a)

Nhn tBin quan st

1

V1 .710

V2 .719

V3 .675

V4 .732

V05 .677

4.3.2.2. Phn tch nhn t thang o gi c HMPCSTThang o gi c HMPCST gm 5bin quan st c k hiu l G1,G2, G3, G4, G05

nh c tr nh by Chng 3, c 5 bin quan st ny u c gi li sau khi nh gi tin cy ca thang o (bng h s tin cy Cronbach alpha thng qua pSPSS 11.5 for Windows) . K t qu phn tch ca thang o ny c tr nh by nh sau:

Bng 4-7: K t qu phn tch nhn t thang o gi c HMPCSTComponent Matrix(a)

Nhn tBin quan st

1

G1 .689

G2 .602

G3 .736

G4 .687

G05 .730


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Bng 4-7 cho thy h s tng quan gia cc bin vi nhn t c trch ra u lhn 0.60 v tng phng sai c th gii thch c l 47.68% nu thc hin phn tch the phng php Principal components analysis v php xoay Varimax (xin xem phy l kt qu chp nhn c.4.3.2.3. Phn tch nhn t thang o chngloi HMPCST

Thang o chng loi HMPCST bao gm 5 bin quan st c k hiu ln lt l S1, S2,S3, S4, S05 nh c tr nh by trong Chng 3. Nhng sau khi nh gi tin ca thang o (bng h s Cronbach alphathng qua phn mm SPSS 11.5 for Windows,tc ginhn thy rng bin quan st S4 c h s tng quan gia bin tng (CorrectedItem-Total correlation) qu nh (= 0.0166) nn phi loi bin quan st S4. Kt qu phtch nhn t ca thang o chng loi hng ha c th c tr nh by sauy:

Bng 4-8: K t qu phn tch nhn t thang o chng loi HMPCSTComponent Matrix(a)

Nhn tBin quan st

1

S1 .691

S2 .786S3 .722

S05 .730

Bng 4-8 cho thy h s tng quan gia cc bin vi nhn t c trch ra hn 0.69 v tng phng sai c th gii thch c l 53.78% nu thc hin phn tch the

phng php Principal components analysis v php xoay Varimax (xin xem phy l kt qukh tt v ch p nhn c.


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4.3.2.4. Phn tch nhn t thang o thi phc vThang o thi phc vgm 5 bin quan st c k hiu l A1,A2, A3, A4 v A05

nh c tr nh by Chng 3, c 5 bin quan st ny u c gi li sau khnh gi tin cy ca thang o (bng h s tin cyCronbach alpha thng qua phn mmSPSS 11.5 for Windows). K t qu phn tch ca thang o ny c tr nh by Bng 4-9

nh sau:

Bng 4-9: K t qu phn tch nhn t thang o thi phc vComponent Matrix(a)

Nhn tBin quan st

1A1 .630

A2 .791

A3 .814

A4 .733

A05 .627

Bng4-9 cho thy h s tng quan gia cc bin vi nhn t c trch ra hn 0.62 v tng phng sai c th gii thch c l 52.29% nu thc hin phn tch the phng php Principal components analysis v php xoay Varimax (xin xem ph lc 4),y l kt qu kh tt v chp nhn c.4.3.2.5. Phn tch nhn t thang o knh phn phi

Thang oknh phn phi baogm 5 bin quan st c k hiu l C1, C2, C3, C4 vC05 nh c tr nh by Chng 3, c 5 bin quan st ny u c gi li sc nh gi tin cy ca thang o (bng h s tin cy Cronbach alpha thng mm SPSS 11.5 for Windows) . K t qu phn tch ca thang o ny c tr nh by nhsau:


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Bng 4-10: K t qu phn tch nhn t thang o knh phn phiComponent Matrix(a)

Nhn tBin quan st

1C1 .599

C2 .656

C3 .712

C4 .709

C05 .804

Bng 4-10 cho thy h s tng quan gia cc bin vi nhn t c trch ra hn 0.59 v tng phng sai c th gii thch c l 48.94% nu thc hin phn tch the phng php Principal components analysis v php xoay Varimax (xin xem phy l kt qu tm chp nhn c.4.3.2.6. Phn tch nhn t thang o phng thc thanh ton

Thang o phng thc thanh tonbao gm4 bin quan st c k hiu l P1, P2, P3,P04 nh c tr nh by Chng 3, c 4 bin quan st ny u c gi li sc nh gi tin cy ca thang o (bng h s tin cy Cronbach alpha thng mm SPSS 11.5 for Windows) . Kt qu phn tch ca thang o ny c tr nh by nhsau:


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Bng 4-11: K t qu phn tch nhn t thang o phng thc thanh tonComponent Matrix(a)

Nhn tBin quan st

1P1 .781

P2 .673

P3 .784

P04 .807

Bng 4-11 cho thy h s tng quan gia cc binvi nhn t c trch ra u lhn 0.67 v tng phng sai c th gii thch c l 58.19% nu thc hin phn tch the phng php Principal components analysis v php xoay Varimax (xin xem phy l kt qutt v chp nhn c.4.3.2.7. Phn tch nhn t thang o chng tr nh khuyn mi

Thang o chng tr nh khuyn mi bao gm 4 bin quan st c k hiu l K1, K2,K3 v K04 nh c tr nh by Chng 3, c 4 bin quan st ny u c gi lkhi c nh gi tin cy ca thang o (bng h s tin cy Cronbach alpha t phn mm SPSS 11.5 for Windows) . Kt qu phn tch ca thang o ny c tnh bynh sau:

( Xin xem Bng 4-12 trang tip theo)


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Bng 4-12: K t qu phn tch nhn t thang o chng tr nh khuyn miComponent Matrix(a)

Nhn tBin quan st

1K1 .709

K2 .688

K3 .758

K04 .755

Bng 4-12 cho thy h s tng quan gia cc bin vi nhn t c trch ra hn 0.68 v tng phng sai c th gii thch c l 58.19% nu thc hin phn tchtheo phng php Principal components analysis v php xoay Varimax (xin xem phy l kt qu tt v chp nhn c.4.4. Kim nh m h nh l thuyt

M hnh l thuyt c tr nh by Hnh 2-4 c 8 khi nim nghin cu l nhngcm nhn ca khch hng v: (1) cht lng HMPCST, (2) gi c HMPCST, (3) ch

loi HMPCST, (4) thi phc v, (5) k nh phn phi, (6) phng thc thanh ton, (chng tr nh khuyn mi, v sau cng l khi nim s tha mn ca khch hng. Trong ,7 khi nim c nu u tin l cc khi nim c lp v tt c c gi nh l cc nhnt tc ng n s tha mn ca khch hng khi mua HMPCST tiHair salon v s thamn ca khch hng l khi nim ph thuc.

Vic kim nh m hnh l thuytvi phng php a vo mt lt (Enter), y l phng php mc nhca chng tr nh v cc bin trong khi s c a vo m hnhcng mt lc. Kt qu hi quy tuyn tnh bicho thy m hnh c h s xc nhR 2

(coefficient of determination) l 0.3 v R 2 iu chnh(adjusted R square) l 0.28 (xin xem ph lc 5).Vic tc gi quan tm n R 2 v n thng c s dng nh mt thc o ph hp ca m hnh tuyn tnh, cn R 2 iuchnh c s dng phn nh st hn m ph hp ca m hnh hi quy tuyn tnh a bin. Tuy k t qu kim dnh m hnh l


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thuyt thu c kh khim tn, nhng trong m hnh hi quy c in cng khng yu cuR 2 phi ln (Goldberger , 1999). Do , ta c th chp nhn kt qu phn tch v k t lunr ng m hnh hi quy ny s dng c.

H sBeta (chun ha) dng nh gi mc quan trng ca cc nhn t tvo s tha mn ca khch hng. H s Beta chun haca nhn t no cng cao th mc

quan trng ca nhn t tc ng n s tha mn cng cao. K t qu phn tch hquy ca m hnh l thuyt c tr nh by Bng 4-13 (bao gm 3 Bng lin i kt quVariables entered/Removed(b); Model Summary; Anova(b))nh sau:

Bng 4-13: K t qu phn tch hi quy ca m h nh l thuytVariables Entered/Removed(b)

Model Bin a vo Bin b ra Phng php

1 KMAI, TDO,TTOAN, GIA,

KENH, CLUONG,CLOAI(a)

. Enter

a All requested variables entered. b Dependent Variable: THOAMAN

Model Summary

Model R R 2 R 2 iu chnh Sai s chun c lng

1 .548(a) .300 .280 .26451

a Predictors: (Constant), KMAI, TDO, TTOAN, GIA, KENH, CLUONG, CLOAI


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ANOVA(b)

ModelTng b nhphng

df Bnh phngtrung bnh

Kim nhF

Gi trSig.

1 Hi quy 7.258 7 1.037 14.820 .000(a)

S d 16.932 242 .070

Tng 24.190 249

a Predictors: (Constant), KMAI, TDO, TTOAN, GIA, KENH, CLUONG, CLOAI b Dependent Variable: THOAMAN

Coefficients(a)

H s hi quycha chun ha

H s hi quychun ha

Gi tr tMc

ngh a ca tModel Tn bin

BStd.

ErrorBeta t Sig.

1 Hng hi quy 1.383 .267 5.173 .000GIA .166 .032 .284 5.233 .000CLUONG .125 .029 .232 4.245 .006CLOAI -.052 .028 -.102 -1.861 .064TDO .081 .025 .183 3.319 .001KENH .147 .028 .291 5.329 .000TTOAN .100 .024 .221 4.074 .000

KMAI .050 .029 .095 1.736 .084a Dependent Variable: THOAMAN


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Qua k t qu phn tch hi quy ca m hnh l thuyt, ngoi 2 nhn t chng loiHMPCST v chng tr nh khuyn mi th 4 nhn t cn li c mi quan h tuyn tnh vs tha mn ca khch hng u c ngha thng k vi p< 5%. Do , chng ta c thk t lun rngcc gi thuyt H1, H2, H4, H5, H6 u c chp nhn.

i vi gi thuyt H3 (cm nhn ca khch hng v s a dng ca HMPCST cng cao

th s tha mn ca h vi vic mua hng ti k nh Hair salon cng cao) v gi thuytH7(cm nhn ca khch hng v s hp dn ca chng tr nh khuyn mi cng cao th stha mn ca h i vi vic mua hng ti k nh Hair salon cng cao), c 2 nhn t ny uc p> 5%, trn l thuyt ng l ta phi loi bhai nhn t ny.

Githuyt H3 vi p= 6.4% (>5%) nn phi loi b gi thuyt ny. Khng thuyt phclm vi con s thng k dng lm cn c loi b H3 nhng trn thc t ng chngloi HMPCST khng tc ng nhiu n s hi lng ca khch hng. Bi ngy nay ccnh snxutkinh doanhu c th p ngnhiu dng hng r t a dng v phong phnh nhau. Hn th na khch hng khng th cm nhn c s khc nhau v chng HMPCST khi mua tiHair salon hay ti cc ni phn phi khc nh ch, ca hng.Do ,vic loi b gi thuyt H3 l chp nhn c.

Gi thuyt H7 vi p= 8.4% (>5%) s b loi b nu cn c vo con s thng k. Nhngtrong thc t khng th no b c gi thuyt ny v ngy nay vic kinh doanh lun gp phi s cnh tranh khc lit n t cc i th. c bit hn trong ngnh HMPkh hnh dung nu khng c cc chng tr nh khuyn mi th k t qu kinh doanh cchng ta s v u trong khi cc i th cnh tranh thm ch c cc chng tr nh khuynmi hng ngy? Xut pht t nhng lp lun tr n tc gi by lun vn ny xin gi li githuyt H7 trong m hnh l thuyt. y cng l mt trong nhng hnchl n nht ca ti, mong c cc nghin cu tip theo lm sng th n vn ny.

Tm li, 7 khi nim c lp v c gi nh l cc nhn t tc ng vo s tha mn

ca khch hng (khi nim ph thuc), thng qua kt qu kim nh m hnh l thuyt mc th l k t qu hi quy tuyn tnh bi c tr nh by phn tr n v l lun thc tin,tc gi ch loi b mt gi thuyt H3 ra khim hnh. K t qu kim nh m hnh l thuytc minh ha qua Hnh 4-6nh sau:


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Hnh 4-6: K t qu kim nh m h nh l thuyt

4.5. Mc quan trng ca cc nhn t tc ng vo s tha mn ca khch hngHair salon khi mua HMPCST ti khu vc Tp.HCM

Theo k t qu phn tch hi quy tuyn tnh bi tr n th ta thy c4 nhn t tc ngmnh nht n s tha mn ca khch hng l: knh phn phi, gi HMPCST, cht lnHMPCST v phng thc thanh ton.

Tuy nhin theo suy ngh ca khch hng qua k t qu nh gi mc quan trng ccc nhn t tc ng vo s tha mn li khng ng hon ton nh kt qu tr n. Khikhch hng c hi mc quan trng ca cc nhn t: cht lng HMPCHMPCST, chng loi HMPCST, thi phc v, knh phn phi, phng thc thanhton, chng tr nh khuyn mi (s dng thang o Linkert vi 1 l mc hon ton khngquan tr ng n 5 l mc rt quan trng), kt qu khch hng cho r ng c 4nhn tquan

Cht lngHMPCST

GiHMPCST

Thi phc v

Knh

phn phi

Ph ng th cthanh ton

Ch ng trnhkhuyn mi

S THAMN CAKHCHHNG

.232(0.029)

.284(0.032)

.183(0.025)

.291(0.028)

.221(0.024)

.095(0.029)


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tr ng nht l: knh phn phi, gi HMPCST, chngtrnh khuyn mi, cht lngHMPCST. Xin xem Bng 4-14 minh ha di y:

Bng 4-14: Mc quan trng ca cc nhn t tc ng vo s tha mn

Thng qua k t qu thu c Bng 4-14, chng ta nhn thy c s khc bit hi nhv kt qua thu c. Phn tch hi quy tuyn tnh bi v nh gi mc quan trngcc nhn t theo suy ngh ca khch hng, c hai phng phpnutrch ra 4 nhn t c

mc quan trng nht. Nhn thy rng nhn t phng thc thanh ton c cho l 1trong 4 nhn t quan trng nht theo phng php hi quy tuyn tnh bi nhngli khng phi l 1 trong 4 nhn t quan trngnht theo phng php nh gi mc quan trtheo suy ngh ca khch hng, thay vo l nhn t chng tr nh khuyn mi.

Nhn t chng tr nh khuyn mi c nh gi l nhn t c mc quan trng nv tr th 3 theo suy ngh ca khch hng i phncng c thm lp lun trong vicgi linhn t chng tr nh khuyn mi trong m hnh l thuyt. Tuy nhin, thng qua s khc bit ny ta thy c s phc tp trong cng tc nghin cu th trng. Khch hng khng phi ai cng tr li ng nh thc t h lm, i khi h tr li nh th ny nhnmnh th khc. Nh khch hng thng hay bo rng h khng quan tm nhiu n chngtrnh khuyn mi m ch quan tm n cht lng nhng khi i siu th chng hnh muahu ht nhng sn phm ang c chng tr nh khuyn mi.

Nhn t tc ngS tr li

NMc

Quan trng lchchun

Knh phn phi 250 4.30 .736Gi HMPCST 250 4.23 .751Chng tr nh khuyn mi 250 4.10 .806Cht lng HMCST 250 3.98 .744Phng thc thanh ton 250 3.88 .762Thi phc v 250 3.58 .857

Chng loi HMPCST 250 3.12 .981


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iu ny cho chng ta mt ngh quantr ng trong vic xc nh trng s ca nhnhn t tc ng vo s tha mn ca khch hng khng phi l vic my mc v cngnhc ch da vo k t qu tr li ca khch hng m cn phi kt hp nhiunhn tkhc ph hp xc vithc tin ang din ra nh da vo kinh nghim, c phn on ca ccnh nghin cu cng nh cc nh kinh doanh.

Hn th na, chng ta cn phi lu r ng kt qu phn tch hi quy tuyn tnh b phn nh tm quan trngca cc nhm thuc tnh trong iu kin hin ti. c qu chnh xc hn v mc quan trng ca cc nhm thuc tnh cn phi c s phi hgia vic nh gi v tm quan trng ca tng thuc tnh bng thang o qung (intervalscale) hay thang o t l (ratio scale) i vi kt qu phn tch hi quy tuyn tnhnh c chnh xc tm quantr ng ca cc nhn t tc ng vo s tha mn ca khchhng c ngh a ht sc quan trng i vi cc nh nghin cu, kinh doanh tip th.4.6. nh gi mc tha mn ca khch hng Hair salon khi mua HMPCST

Tp.HCMMc tha mn ca khch hng th hinqua mc cm nhn ca khch hng v

cht lng, gi, chng loi HMPCST, thi phc v bn hng, knh phn phi, phngthc thanh ton v chng tr nh khuyn mi. Nh c tr nh by cc chng trcy chnh l cc nhn t tc ng vo sthamn ca khch hng v khi nhng cm nhnny cng cao th mc tha mn ca khch hng cng cao khi mua HMPCST tiHair salon Tp.HCM. K t qu nh gi mc cm nhn ca khch hng c tr nh by trongBng 4-15 trang tip theo:


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Bng 4-15: Mc cm nhn ca khch hng i vi cc nhn t tc ng vos tha mn

Nhn t tc ngS tr li

NMc

cm nhn lch chun

Cht lng HMPCST 250 3.42 .741Gi HMPCST 250 3.40 .741Chng loi HMPCST 250 3.76 .925Thi phc v 250 3.36 .669Knh phn phi 250 3.30 .803Phng thc thanh ton 250 3.24 .822Chng tr nh khuyn mi 250 3.86 .797

Qua k t qu trung bnh cc mc cm nhn tr n, chng ta thy s hi lng ca khchhng khi mua HMPCST v cht l ng, gi, chng loi, thi phc v, k nh phn phi, phng thc thanh ton v chng tr nh khuyn mi gn nh nhau. Khng c nhn t nogy cho khch hng c mc cm nhn qu cao hay qu thp. iu ny th hin r ttng ch ngha bnh qun ca khch hng. Trong thc t khch hng t bao gi tr li h

tht s hi lng mt iu g m h ang c th hng thay vo h hay tr lchung chung l tm c. Nhng xt trn pha cnh cc con s thng k m ta thu trn, c th nhn thy rng khch hng cha hilng lm phng thc thanh ton. iny mong cc nh qun tr ch hn nhm tm ra hnh thc thanh ton u vit hn m chai pha khch hng v doanh nghip cng chp nhn c.4.7. Phn tch s khc bit v mc cm nhn ca cc i tng khch hng

Trong cc phn c phn tch Ch ng 4, chng ta phn tch cc nhn t tc

ng vo s tha mn ca khch hng Hair salon tiTp.HCM v trnh by mc cmnhn v cc nhn t ca khch hng khi mua HMPCST. Trong phn 4.7 ny, tc gi tiptc i tm cu tr liliu mc cm nhn v cc nhn t nu trn c s khc bit giacc nhm khch hng khi h c chia theo tui v doanh thu trung bnh thng ? Tcgi dng phn tch phng sai (ANOVA), y l s m rng ca php kim phng php ny gip ta so snh tr trung bnh ca 3 nhm tr ln. K t hp vi php k im


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nh Benferroni, l th tc so snh bi c dng xc nh s khc nhau c nghgiatr s trung bnh ca tng cp nhm i tng v i nhau. Php kim nh ny cho phpchng ta linh hot iu chnh c mc ngha khi tin hnh so snh bi da tr n s lntin hnh so snh.

Sau khi tin hnh phn tch ANOVA vikim nhBonferroni cng mc ngha 0.05

k t qu thu c nh sau:Khng c s khc bit trong mc cm nhnv cc nhn t nu trn ca nhm khchhng trong mu nghin cu khi c chia theo tui. (xin xem ph lc 6).C mt s khc bit trong mc cm nhn v s ph hp ca phng thc thanh togia khch hng c doanh thu trung bnh hng thng t 10-15 triu v nhm khchhng c doanh thu t 26-30 triu. Kt qu kim nh Bonferroni cho thy tr trungnhca hai nhm khch hng c doanh thu nh trn c s khc bit ti p = 0.020, chun (Std. Error) l 0.157 (xin xem ph lc7). Bng thngk 4-16 sminh ha choskhc bit ny.

Bng 4-16: Khc bit gia cc nhmdoanh thu trong mc cm nhnv phng thc thanh ton

Nhm doanh thu S tr li Mc cm nhn lch chun10 15 38 3.123 0.729

25 - 30 37 3.631 0.652

4.8. Tm ttChng 4 trnh by k t qu nh gi, phn tch v hon chnh cc thang o lng

cc nhn t tc ng n s tha mn ca khch hng Hair salon khi mua HMPCST tiTp.HCM. K t qu nh gi cho thy rng cc thang o iu t tin cy cn thit. thi cng tr nh by k t qu kim nh m hnh l thuyt t ra, kt qu kim nh cho thr ng cc gi thuyt sau y c chp nhn:


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Gi thuyt H1: Cm nhn ca khch hng v cht lng HMPCST cng cao th stha mn ca h i vi vic mua hng ti k nh Hair salon cng cao.Gi thuyt H2: Cm nhn ca khch hng v s ph hp ca gi c HMPCST cngcao th s tha mn ca h i vi vic mua hng ti k nh Hair salon cng cao.Gi thuyt H4: Cm nhn ca khch hng v thi phc v tn tnh ca nhnvin

cng cao th vic tha mn ca h i vi vic mua hng ti k nh Hair salon cng cao.Gi thuyt H5: Cm nhn ca khch hng v s tin li khi mua hng ti k nh Hair salon cng cao th s tha mn ca h vi vic mua hng ti k nh Hair salon cng cao.Gi thuyt H6: Cm nhn ca khch hng v s ph hp ca phng thc thanh tocng cao th s tha mn ca h vi vic mua hng ti k nh salon cng cao.Ring gi thuytH3 (cm nhn ca khch hng v s a dng ca HMPCST cng cao

th s tha mn cah vi vic mua hng ti k nh Hair salon cng cao) v gi thuytH7(cm nhn ca khch hng v s hp dn ca chng tr nh khuyn mi cng cao th stha mn ca h i vi vic mua hng ti k nh Hair salon cng cao) khng c ngh athng k. ng theoquy tc l phi loi H3, H7 ra phi m hnh nhng thng qua cch lplun nh nu mc 4.4(Kim nh m hnh l thuyt) tc gi xin gi li H7 trong mhnh.

Ngoi vic nh gi thang o v kim nh m hnh l thuyt, Chng 4 cng phntch mc quan trng ca nhng nhn t tc ng n s tha mn ca khch hng v scm nhn ca khch hng i vi cc nhn t ny. Tc gi cn i tm li gii c hay khngc s khc bit v mc cm nhn i vi cc nhn t tc ng n s than canhng nhm khch hng khc nhau.

Chng tip theo l chung cui, s tm tt li ton b nghin cu, rt ra nhng gii php t kt qu nghin cu, ng thi nu ra cc hn ch ca nghin cu ny v nghcc hng nghin cu tip theo.


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Chng 5K T LUN

5.1. Gii thiu

Mc tiu chnh ca lun vn ny l xc nh ccnhn t tc ng vo s tha mn cakhch hng khi mua HMPCST ti k nh Hair salon trong phm vi Tp.HCM, thng qua cct cc gi thit, xy dng v nh gi thang o lng chng. khng nh sca cc nhn t ny vo s tha mn ca khch hng Hair salon, mt m hnh l thuytcng c xy dng v kim nh. M hnh l thuyt ny c xy dng da trn c sthuyt v s tha mn ca khch hng, cc nhn t tc ng vo n, cch thc nghin cu,o lng n tr n th trng th gii v nghin cu khm ph ti th trng Tp.HCM (

trnh by Chng 2).Phng php nghin cu c s dng xy dng, o lng cc thang o kim

nh m hnh l thuyt (c tr nh by Chng 3), bao gm hai bc nghin cu chnh:nghin cu phm ph v nghin cu chnh thc. Trong , nghin cu phm ph cthc hin thng qua k thut tho lun nhm, cn nghin cu chnh thc c thc hithng qua k thut phng vn trc tip vi kch thc mu phng vn n = 250nghin cu trn u c thc hin ti Tp.HCM vi i tng nghin cu l ch ccHair

salon (ca hiu ct un tc)ti Tp.HCM, l khch hng thng xuyn ca Cng ty cVn v Cng ty Trng Lc, c tui t 25 n 55. Kt qu nghin cu chnh thc cs dng phn tch, nh gi thang o lng cc nhn t tc ng vo s tha mn cakhch hng Hair salonthng qua phng php tin cy Cronbach alpha, phn tch t v kim nh m hnh l thuyt thngqua phn tch hi quy tuyn tnh bi (c tr nh by Chng 4).

Mc ch ca Chng 5 ny l tm tt li cc kt qu nghin cu v a ra cc kt lut vic nghin cu, c bit l nhng gi t vic nghin cu ny vi hot ng sn xukinh doanh HMPCST ti Tp.HCM. Chng5 bao gm 3 phn chnh: (1) tm tt kt qchnh, (2) rt ra nhng tng, hm ca nghin cu i vi ng sn xutkinh doanhHMPCST ti Tp.HCM, (3) tr nh by nhng hn ch ca nghin cu v hng nghin cutip theo.


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5.2. K t quchnhCc thang o lng nhng nhn t tc ng vo s tha mn ca khch hng Hair

salonsau khi c b sung, iu chnh t c chun tin cy cho php. iuygip cho cc nh sn xut kinh doanhHMPCST ti khu vc Tp.HCM c th s dng cthang o lng ny o lng cc nhn t tc ng vo s tha mn ca khch hng, t

c k hoch theo di, kim sot v iu chnh cc nhn t ny tt hn, nhm lm giatng s tha mn cho khch hng. Trong nghin cu ny cc bin cht lng HMPCSTc o lng bng5 bin quan st, gi HMPCST c o lng bng5 bin quan st,chng loi HMPCST c o lng bng5 bin quan st nhng sau khi kim tra nh tin cy thang o bng h s tin cy Cronbach alpha loi i mt bin quan st v vychng loi HMPCST chnh thc c o bng 4 bin quan st , thi phc v c olng bng5 bin quan st, k nh phn phi c o lng bng5 bin quan st, phngthc thanh ton c o lng bng4 bin quan st, chng tr nh khuyn mi c ol ng bng 4 bin quan st. Trong khi cc nghin cu th trng ca mt s cng ty trol nh vc ny vn thc hin vic tin hnh vin o lng cc khi nim tim n bng cchng nh v cht lng sn phm, gi c hay dch v bn hngth k t qu nghin cuny cng khng nh thm quan im khng nn o lng cc khi nim bngchng. L do l mi i tngnghin cu c th hiu cc bin tim n theo nhng khc nhau ( Nguyn nh Thv Nguyn Th Mai Trang, 2003, 48). Tuy nhin cc nhnghin cu v lm cng tc marketing c th s dng, iu chnh hay b sung thm ccthang o ny cho cc ngh

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