P H A T T R I E N K I N H T E So 2 6 1 , Thang BSy nam 2012
NGHIEN Cini DANH GIA CUA KHACH HANG VE M b H l N H KINH DOANH SIEU THI BAN LE
D 6 NGOC MV*
Sir hinh thdnh vd phdt trien mgnh me cdc sieu thi bdn le trong boi cdnh cdng nghidp hoa, hien dgi hda dat nir&c dgt ra nhieu vdn de cdn nghien ciiu. Su- xudt hien mo hinh kinh doanh sieu thi bdn le ldm phong phii them cho ngdnh dfch vu bdn le & thi tru-&ng VN - mpt ldn sdng du nhgp m&i ve cdch thirc vd to chu-c kinh doanh hien dgi. Tuy nhien, nghien cuu ve mo hinh kinh doanh sieu thi noi chung vd ddnh gid ciia khdch hdng ve logi hinh kinh doanh ndy noi rieng & VN vdn con nhieu vdn de dgt ra cho cdc nhd nghien cuu. Bdi bdo ndy nhdm xdc dinh nhH-ng y kien ddnh gid cua khdch hdng ve mo hinh kinh doanh sieu thi bdn le. Ket qud nghien ciru thdm dd cho thdy cdn thiet phdi co nhimg cdi tien nhdt dinh doi v&i cdc sieu th{ hi^n cd nhdm ddp ung tot hffn nhu cdu khdch hdng.
TO- khda: Khdch hdng, sieu thi, bdn le, sieu thj bdn le, mo hinh kinh doanh.
1. Gidi thieu
Sy xuat hien ram rd cac sieu ihi ban le tdng hgp vi chuyen doanh tren thi trudng VN trong thdi gian qua da tac ddng manh me den dien mao cua nginh dich vu bin le, gdp phan tich cyc vio qua trinh luu thdng hang hda, thiic day san xuit phil trien va thda man lot ban nhu cau mua sam ciia khich hang. Cimg vdi sieu thi, cic loai hinh bin le truyen thdng ciing timg budc dugc ddi mdi de cd the ton tai va phat trien trong mdi trudng canh tranh khdc liet, Khach hang, vdi thdi quen mua sam tai cic chg vi cira hing tap hda... nay phai doi dien vdi su hien dien cua sieu thi ban le - mgt mdi trudng va dia diem mua sim van minh v i hien dai. Vay khich hang dinh gii nhu thd nao vh mo hinh kinh doanh ciia cic sieu thi ban le? Sieu thi co thyc sy la dia diSm mua sam li tudng cho cu din?,.. Bii nghien ciiu dugc thyc hien vdi mong mudn tham dd cac y kien ciia khach hang tai cac sieu thi ban le, tu dd cd nhung danh gia quan trpng giup cic nha quan li sieu thi va cic nhi nghien ciiu cd dinh hudng phit trien diing din vi cii tien md hinh kinh doanh sieu thi bin le cho phii hgp vdi nhu ciu mua sim v i mong dgi cua khach hing
2. Cd sd li thuyet va phu'dng phap nghien cu'u
2.1. Cff s& li thuyet vd khung phdn tich Theo Quy che sieu thi, trung tam thuong mai:
"Sieu thl li loai hinh ctia hang hien dai, kinh doanh chuyen mdn hda hoac tdng hgp, cd co ciu va chung loai hang hda da dang, phong phit, dam bio chil lugng, dip ling tdt cac tieu chuin ve dien lich kinh doanh, Irang bi ky thuat vi trinh dp quan li, td chiic kinh doanh, cd phuang thiic phuc vu van minh, nhim thda man nhu cau mua sam hang hda cua khach hang", Nhu vay, sieu thi cd nhiing dac trung CO bin phan biet vdi cic hinh thiic kinh doanh ban le khic, cu the: Sieu thi la hinh thiic kinh doanh ban le hien d^i ttong nganh dich vu bin le; cd quy md kinh doanh ldn hem cic hinh thiic ban le khic, quy md niy tuy thudc vio tiing dia phuang, vung va quoc gia; CO phd hang kinh doanh da dang, tii thuc phim den phi thyc pham; khach hang lu phuc vu trong sudt qui trinh mua sam tai sieu thi; dap iing tot nhu cau mua sam ciia khich hang.
Md hinh kinh doanh sieu thi ban le li mot hinh thiic bieu thi nhung nhan thiic logic kinh doanh cita mpt sieu thi bin le, tap hgp cic yeu to cho phep to
* TS-, Tnrdng Dai hoc Quy Nhan
C H A T LUVNG 0|CH vg TAI VIET tIAM 1 1
P H A T T R I E N K I N H T E sa 261, Thang B4v nam 2012
chiic kinh doanh trien khai hoat dgng kinh doanh va mdi quan h? giua chiing de md la cic gii Iri san pham cung cap cho mgi hoac vai phan doan Ihi trudng, md ta cau true ciia td chirc kinh doanh, moi quan he vdi ddi tic de lao ra, ticp thi, phan phdi cac gia tri nay va tao nen ddng ihu nhap.
Md hinh bao gdm cic yeu td: hang iida vi djch vy; thi tnrdng va khach hang; ha tang va hau can kinh doanh; yeu td thu nhap, Mdi yeu lo Irong md hinh cd nhung dac trung neng va cd moi quan h?
mat thiet vdi nhau nhim dam bao cho hoat dpng kinli doanh ciia sieu thi, trong dd yeu to hang hda vi dich vu giii vai tro nen ting hudng den cac ddi tugng khich hing muc lieu va mire dp din tu co sd ha ting phuc vii kinh doanh.
Mac dil kliich hing chi cd thd cam nhan va danh gia mpt cich dinh tinh, nhung nhirng y kien ciia khich hang, mpt mat the hien miic dp chip nhan cua hp ddi vdi md hinh kinh doanh, sy trung thinh vieng tham vi mua sam thudng xuyen cua khich hing vdi md hinh kinh doanh, mat khac the hien sy phii hgp cua md hinh kmh doanh vdi cic mong dgi ciia khach hang, viec gia tang kha nang canh franh ciia md hinli kinh doanh de xuit vdi cac md hinh kinh doanh hien hiiu khac tren thi trudng.
Trong thi trudng bin le, cd sy hien dien cua nhieu kieu kinh doanh khic nhau, mdi kieu Iai cd nhiing die tnmg rieng ve md hinh kinh doanh vi cd the hudng den cic phan khiic thi trudng khac nhau.
Nhung su canh tranh giiia cic mo hinh kinh doanh bin le la khdng the tranh khdi, Vi the, nghien ciru dinh gii ciia khach hing ve md hinh kinh doanh ban le ndi chung va bin le theo hinh thiic sieu thi ndi rieng li rit cin thiet.
Nhieu nghien ciiu d cac qudc gia cho thiy sy dinh gii cita khich hing ve md hinh kinh doanh sieu thi bin le cd y nghTa quan trgng vi chinh khich hing viia Ii thanh phan ca bin ciia md hinh kinh doanh vira la lyc lugng dinh gii vi kiem chiing su phu hgp ciia md hinh kinh doanh ban le cua to chiic. Cic tieu thiic CO ban trong dinh gii cita khich hang v6 md hinh kinh doanh ban te theo hinh thirc sieu thi dugc quan tam chu yeu la:
- Cic yeu td thudc ve hing hda va dich vy mi sieu thi ban le cung cap: Hang hda ban d sieu thi phii hgp vdi nhu cau mua sim; hing hda d sieu thi da
dgng vi phong phii; hang hda ban d sieu thi khac vdi hing hda d cira hing vi chg; dich vy chuyen hang den l^n nhi cua sieu thj ti tdt; djch vy giu xe ciia sieu thi li tdi; chat lugng djch vy tai quay tinh lien la tot; chat lugng dich vy cham sdc khich hing la tot;
chat lupTig cic hing hda ban d sieu Ihj ludn dim bao;
- Cac yeu to thuoc ve chinh sach kinh doanh vi h^ tang kinh doanh ciia sieu thj: Khdng gian ben trong dinh cho khach hang li hgp li; viec di chuyen vi di t^i ben trong sieu thi la de dang; vi?c bd tri va sap xep cic k? hing vi hang hda ciia sieu thi la hgp li; hing hda trung biy theo cich ciia sieu thi de ding Iim kiem; vice tiep xiic vdi cic hing hda ludn de ding; khdng khi ben trong sieu thj (nhiet do, sy thong Ihoing) rit thoii mai. anh sang va am thanh trong sieu thj ti hgp li; mdi trudng ciia sieu thi ludn ve sinh vi de chm; each thiic tnmg bay hing hda ciia sieu thi rit hip dan; he thdng xe day ciia sieu Ihi la phil hgp cho khach hang khi mua;
- Cic yeu td khic: Gia ban hang hda ciia sieu thi la cao han so vdi thi trudng ben ngoii; nhin vien phuc vy cua sieu thi nhiet tinh vi an cin; sieu thi dat d dia diem thuan Igi cho viec tiep can cua khich hang; viec trang hoang va quing cio ben trong sieu thi Ii an lugng; nhiing bing thdng tin hudng dan ben trong sieu thi la tdt; sieu thj thudng xuyen co cic chuang trinh khuyen mai hap dan.
2.2. Phuffngphdp nghiin ciru
Nghien ciru da tien hanh lya chgn 8 sieu thi cd qui trinh hinh thanh va phat trien tren 5 nam, phan bd d cac thinh phd Idn nhu Hi Ngi, TP.HCM va Di Nang. Bing cau hdi dugc thiet ke vdi 24 cau hdi - tren ca sd tham khao cic nghien cim t^i Phip va Canada. Cic cau hdi chinh thiic sir dung dieu ha dugc hieu chinh theo y kien cua cic chuyen gia [1]
cho phil hgp vdi vdi dieu kien kinh doanh ban le tai VN - khai thic cac khia canh cd lien quan tryc tiep den md hinh kinh doanh sieu thi ban le. Bang cau hdi dugc phin phdi tai Phdng cham sdc khich hang cita 8 sieu thi nghien ciiu. Thdi gian tien hanh dieu tra ngau nhien dugc thyc hien bdi nhan vien cua Phdng cham sdc khach hing dien ra tir thing 3/2009 den thing 6/2009. Nghien ciiu tham dd chii ySu sii dung phuong phap thdng ke md ta. Chi tidt ket qua dieu tra tai cic sieu thi minh hga trong Bing 1.
1 2 ^"A"'' LlfgNG DjCH vg T;0,1 VIET NAM
P H A T T R I E N K I N H TE So 2 6 1 , T h a n g Bay nam 2012
Bang 1 . Tong h^p dieu tra khach hang tai cac sieu thj nghien ciiu
stt
1 2 3 4 5 6 7 8
Sieu thj Co.opmatt Fivimart Citimart Intifnex IVIaximarl Binh Dan Ha Npi Bai The
Tong Bang 2.
Cac tieu chl
T-U-. • ...» . So phieu dat o"
Thai gian dieu tra .. . . . Sleuth!
4/2009-7/2009 250 5/2009-8/2009 250 4/2009-7/2009 250 3/2009-6/2009 250 4/2009-7/2009 250 5/2009-8/2009 250 4/2009-7/2009 250 3/2009-6/2009 250
1 cpng 2.000 Danh gia cua khach hang ve hang hoa va djch
danh
So phieu tra I6<l thu du^c
215 189 198 165 225 158 165 220 1.535 vu cua sieu thj gia Gia tri trung binh du'p'c danh gia tai
1 2 3 4 5 6 Ty le % tra lai
86%
75%
79%
66%
90%
63%
66%
88%
76%
cac sieu thj 7 8 Hang hoa ban d sieu Ihj phii hgp vdi nhu cau
mua sam
Hang hda d sieu thi da dang va phong phu Hang hda ban d sieu thi khac vdi hang hoa ban d cLPa hang va chg
Dich vu chuyen hang den tan nha cua sieu thi la
Oich vu giir xe ciia sieu thi la tot Chit lu-gng dich vu tai quay tinh ti^n ta lot Chit lu'gng dich vu cham sdc khach hang ta lot Chat tugng cac hang hda ban d sieu thj tudn dam bao
4,22 3,50 3,75 3,30 4,05 3,10 3,10 3,89 4,20 2,90 3,20 3,10 4,20 3,35 3,28 4,05 1,90 1,80 1,60 2,05 2,90 2,40 2,60 2,80
4,20 2,95 3,20 3,10 4,20 3,16 3,90 3,10 4,10 3,10 3,10 2,90 3,20 3,05 3,85 4,10 4,15 3,20 3,60 3,10 4,30 2,68 3,50 4,05 3,50 3,50 4,10 3,25 4,70 3,35 4,10 2,20 3,90 3,85 4,20 3,8 4,35 3,18 3.90 3.10
C H A T LUpNG DjCH v u TAI VIET NAM 1 ^
PHAT TRIEN KINH TE
Bang 3. Danh gia ciia khach hang ve ha tang kinh doanh ciia sieu t h j
Cac tieu chi danh g i i G i i trj trung binh dipyc d^nh gta tgt cdc sieu thj
Khong gian b6n Irong dSnh Cho khich hdng 1^ ^,^2 2,10 2,90 2,90 4.20 2,15 2,75 4,45 hgp ti
Vipe di chuyen va di lai ben trong sieu thj la d i ^ ^g 2,60 2,80 2,30 4,15 2,18 2,75 3,75 dang
Vi#c bo tri va s i p xep cac k? hang v i hing hda 2 50 2.90 3.90 3,25 4,28 3,95 3,90 4,10 ciia sieu thi t i hgp II
Hang hda trung bay theo c i c h cua sieu Ihj la de _ _ - 2 RQ 4 05 3 16 4 20 4 12 3,75 2,40 dang tim kiem
Viec tiep xuc vdi cac hang hda ludn de dang 2,89 2,90 4,08 3,10 4,10 3,20 3.90 2,60 Khdng khi ben trong sieu thj (nhigt dg, sg thdng ^ .^^ ^^^ ^ ^^ 2 9 5 3,90 2,38 4.20 4,15 thoang) rat thoai mai
Am thanh va anh sang ben trong sieu thj la hgp li 4.35 3,60 4,30 3,60 4,24 2,75 4,15 3,80 Mdi tnrdng cua sieu thj ludn dam bao v$ sinh va ^ ^ ^ ^ g ^ 3 gg 2.98 4,16 3.80 4,10 4.05 de dang
Cach _thiic tru-ng bay hang hda cua Si6u thi r l l 2 5 9 2,85 4,10 3,12 3,95 3,15 2,60 3,05 hap d i n
He thang xe day ciJa sieu thl phu h w cho khach ^ ^ ^ 8 0 2,98 2,80 2,50 2,48 2,65 2,50 khi mua
Bang 4 . fianh gia ciia khach hang ve cac yeu t o khac cua mo hinh
Cac tieu chi danh gia Gia tri trung binh du'p'c danh gia t^i c i c sieu thj 1
Gia ban hang hda cua sieu thl la cao han so vdi ^^^ 4 50 thl tOFong ben ngoai
Nhan vien phuc vu cua sieu th, nhiet tinh va an 3 ^^ ^^^ 2,20 can
Sieu thl dat o. a,a diem thuan iq^i cho viec tiep ^ g j can cua khach hang
2,90 3,05 4,15 2,96 4,19 2,25 2,40 4,05 Viec trang hoang va quang cao ben trong sieu thi
la an lu'gng
Nhung bang thong tin hi,6ng d i n ben trong sieu ^ , 5 3 335 thj la lot
tlVlT.ZV^'''" "° ' ' ' """""' ' ™ ' 1.15 3,35 3,10 3,12 3,95 2,40 3,75 4,40
khuyen mai hap dan • , < . , < <
14
C H A T llTCfHG DICH VU TAI VIET NAMP H A T T R I E N K I N H T E So 261, Thang Bdy nam 2012
Ket qui dieu tra duoc nhap lieu vi tien hinh phan tich tren phan mem thdng ke (SPSS) cho bidt danh gia cua khach hing mua sam lai sieu Ihi vh cac sieu thi nghien cim, die biet Ii md hinh kinh doanh ciia cic sieu thj dd, Sd lugng phieu dieu tra dugc phan phil ddng deu Ii 250 phidu cho moi sieu thj. Thdng qua sir giup da cita nhan vien lai Phdng cham sdc khach hang, cac phieu tri Idi cita khach hang dugc tap hgp, vdi ty le tii 63% den 90%.
3. Ket qua va thao luan 3.1. Ket qud nghien cii-u
Cac sieu thi nghien cim dugc dinh sd nhu sau:
(I) sieu thi Co.opmart, (2) sieu thi Fivimart, (3) sieu thi Citimart, (4) sieu thi Intimex, (5) sieu Ihi Maximart, (6) sieu thi Binh Dan, (7) sieu thi Ha Ngi, va (8) sieu thi Bai Tho. Nhdm sieu thi nghien ciiu co 3 sieu thi rieng le va 5 sieu thi ldn tai theo chudi, nhung nghien ciiu chi chgn 1 sieu thi trong chudi sieu thi.
3.] I. Bdnh gid cua khdch hdng ve hdng Iwa vd dich vu tgi cdc sieu thi
Ket qui phan tich dinh gii cua khich hing ve phd hing hda vi cac djch vy cung cap tai cac sieu thi ban le tap trung nghien cihi - mang tinh dai dien cho he thdng cic sieu thi ban le tdng hgp tren thj trudng ci nudc, the hien trong Bang 2. Qua dd, ket qui cho thay hau het khach hang phdng van deu cho rang hang hda va dich vu cua sieu thj ban le rat da dang, phil hgp vdi nhu cau mua sam cua khach hang. Cic djch vu dugc cimg cip ciing rat phong phu va cd chit lugng. Tuy nhien, tieu chi "hing hda bin d sieu thj khac vdi hang hda ban d ciia hang va chg" dugc tri Idi cd gii tri trung binh rat thip. Dieu niy the hien ring gin nhu khdng cd hoac it cd su khac biet vd hang hda bin tai sieu thj so vdi cic ca sd vi loai hinh ban le khic [2]. Thuc td, phd hing ciia cic sieu thi ban le nghien ciiu deu cd xuit xii, chung loai, thuang hieu ciia cung nhi sin xuat nhu phd hang cua cic CO sd ban le khac [3]. Chinh dieu nay han che miic dp hip dan cita sieu thi so vdi cic loai hinh ban le truydn thdng khac ve phuang dien phd hing vi nhan hieu hing hda kinh doanh
3.1.2. Ddnh gid cua khdch hdng ve chinh sdch kinh doanh vd hg tdng kinh doanh
Nhu vay, cac tieu chi lien quan den co sd ha tang kinh doanh ctia sieu thi dugc khach hang quan lam vi dinh gia vdi cic miic dd khac nhau (Bang 3).
Nhin chung, ca sd h? tang ma cac sieu thi ban le thiet lap de trung biy va ban hang la hien dai, song cac sieu Ihj bin le cd sy khic nhau ldn ve miic do dinh gia ciia khich hang ve co sd ha tang, Cac tieu thirc cua ca sd ha ting cita cac sieu thi dugc khich hang dinh gia chua tdt dd li: he thdng xe day hing, cich thirc trung biy vi kg hing, khdng gian dinh cho khich hing, khong klii ben trong sieu thj. Mire dp hien dai ve co sd ha lang mi cic sieu thi ban le dang tndn khai ddi hdi phat sinh nhieu chi phi dau tu vi kinh doanh nhung cac thinh td ben trong ciia ca sd ha tang chua that sy dap ting tdt mong mudn cua khich hing. Vin de cd tinh chat quyet dinh li thiet lap cac thinh phan ciia co sd ha ting cho mgt sieu thj ddi hdi phil phu hgp vdi khich hing hon li phii hgp vdi cic lieu chuin vdn cd ciia nd nhu d cic qudc gia phat trien, miic dp hien dai can xem xet trong dieu kien kinh te, van hda vi tirong quan vdi cic loai hinh bin le khac [4]. Ve nguyen tac, co sd ha tang ndi rieng va cac yeu td cua md hinh kinh doanh ban le ndi ridng phii lay khach hang lam trung tam, phuc vu cho nhu cau mua sam ciia khach hang.
3.1.3 Dank gid cda khdch hdng ve cdc yeu to khdc cua sieu thi
Kdt qui phan tich dinh gii cua khich hang ve cac sieu thj nghien ciiu tren cic tieu thiic khic nhau the hien trong Bang 4. Ket qui cho thay khach hing dinh gia vh gii bin hang hda va dich vy la rat cao, dieu nay Iim giim siic canh tranh cua sieu thi so vdi cac CO sd ban le truyen thdng. Chinh yeu td gii c i cao trong da sd cic hang hda ban d sieu thi da Iim giim siic mua ciia khich hing, anh hudng tryc tiep den tri gii hda don khi mua hang va doanh sd ban hang cua sieu thi. BChach hang dinh gii cao ve dpi ngy nhan vien cita sieu thi.
3.1 4. Bdnh gid cua khdch hdng ve tirng sieu thi bdn le
Theo ket qua phan tfch cac gia tri trung binh cita he thdng sieu thi di6u tra ve y kien dinh gii ciia khach hing, cd the nhan thay rang:
C H A T LLrpWG DjCH Vg TAI VI^T NAM 1 C
P H A T T R I E N K I N H T E L4.4.jmJHIH.l:UII.U..k.it.J
+ Ddi vdi sieu thj Co.opmart
Hau het dinh gia ciia khach hing vc sieu thi la khi va tdt, song tdn tai mgt sd tieu chi mi khach hang chua that sy hii Idng, cy the nhu: Sy khac bii;l ve hang hda ciia sieu thj so vdi thi trudng ban te khdng rd; he thdng thdng tin hudng dan ben trong sieu thi khdng dugc tdt... Ding Imi y ti sy khic bi?t ve hang hda so vdi thj trudng ban Id cd gii tn trung binh qua thip (1,9) dieu nay cd the tam han che khi ning canh tranh ciia sieu thj niy.
+ Ddi vdi sicu thi Fivimart
Hau het cic dinh gia ctia khach hing ve sieu thj la kha va tot, song tdn tai mpt so lieu chi ciia md hinh kinh doanh mi khich hang chua that sy hii Idng, cu the nhu: Miic dp da dang ctia hang hda cung nhu sy khic biet ve hang hda cua sieu thi so vdi thi trudng ban le; dich vu chuyen hang; he thong thong tin hudng din ben trong sieu thi.... Ciing tuong ty sieu thj Coopmart, ben canh su khic biet ve hang hda so vdi thi trudng bin le cd gii tri trung binh thap nhit (1,8), ciing vdi Bing thdng tin hudng dan ben trong sieu thi khdng tdt (2,8) se inh hudng den khi ning canh tranh trong viec thu hiit khich hang den vdi sieu thi
+ Ddi vdi sieu thj Citimart
Phin ldn cac danh gii ve sieu thi la khi vi tdt, song tdn tai mdt sd lieu chi ciia md hinh kinh doanh mi khich hing chua that sy hii long, cu the nhu:
Mire dd khic biet cua hing hda d sieu thj so vdi thi trudng ban le, yeu td khdng gian ben trong sieu thi danh cho khich hang va van de di chuyen cua khich hang ben trong sieu thj va yeu Id gii ci hang hda.
Gii trj trung binh ve sy khac biet hang hda Ihap nhit (1,6) cd the li danh gia rd net cua khach hang ma sieu thi can luu y trong hoat ddng kinh doanh ciia minh
+ Ddi vdi sieu thi Intimex
Hau hel cic danh gii cua khach hing ve sieu thi la khi vi tdt. Mpt sd tieu chi ma khich hang chua that sy hai Idng, cy the nhu: Miic dp khac bipt ciia hing hda d sieu thi so vdi thi trudng bin le, thdng tin hudng din va hd trg khach hing khi mua sim, sy dl chuyen ciia khich hang ben trong sieu thj va yeu to gii ca hing hda, Ddi vdi sieu thi nay cin quan tam den danh gii ciia khich hing v8 mdi trudng cua
sieu Ihj (2,98). Di£u nay cang quan trpng hon trong dieu kipn kinh doanh ddi hdi ve ve sinh mdi trudng ngiy cing cao.
+ Doi vdi sieu thj Maximart
Phin Idn cic dinh gii ve sieu thj la khi va tdt Mdt so lieu chi cita md hinh mi khach hing chua that sy hai Idng, cu the nhu: Miic dp khic biet cita hing hda d sieu thi so vdi thj trudng ban le; yeu td gii ca hing hda; phuong ti?n xe day phuc vu mua sim tai sieu thj, Yeu td gii cao (4,65) cd thl inh hudng tieu cyc den khi nang canh tranh ctia sieu thj niy.
+ Doi vdi sieu thj Binh Dan
Hau hit cic dinh gii ve sieu thi li kha vi tdt, song ton tai mgt sd tieu chi ciia md hinh kinh doanh mi khich hing chua that sy hai long nhu: Muc do khac biet ciia hing hda d sieu thj so vdi thi tmdng ban le; chil lugng dich vu tai quiy tinh lien; am thanh va inh sing ben trong sieu thj; viec trang hoang quang cao ben trong sieu thj; cic chucmg trinh khuyen mai tai sieu thi vi yeu td gii ci hang hda. Cin quan tam den viec trang hoang va quang cio ben trong sieu thi (2,25) la ggi y cd gii tri cho cho cic nhi quin Ii sieu thj niy.
+ Ddi vdi sieu thi Hi Ndi
Hiu het cac danh gii ve sieu Ihi li kha vi tdt, song tdn tai mpt sd lieu chi cua md hinh kinh doanh ma khich hang chua that su hii Idng, cu the nhir:
Mire dp khac biet ciia hang hda d sieu thi so vdi Ihi trudng ban le; yeu td gii ca hang hda; khdng gian danh cho khach hing ben Irong sieu'thi va su di chuyen cOa khich hang hong sieu thj; cich thiic trung bay hing hda ciia sieu thi; viec trang hoang va quang cio; he thdng xe day phyc vy mua sim. Cach thiic trung bay hing la didm ban chd (2,60) can phai khac phuc ciia sieu thi.
+ Ddi vdi sieu thi Bii Tha
Phan Idn cic dinh gii vd sieu thi li kha va tot.
Mdt sd tieu chi mi khich hang chua that su hai long:
Miic dp khac biet ciia hang hda d sieu thi so vdi thi trudng bin le; dich vu cham sdc khich hang; sp trung bay hang hda va su tiep xuc hang hoa cua khich hang v i he thdng xe day phuc vu mua sam- Can luu y den each trung bay hang hda nham tao
1 A C H A T LUgNG DjCH Vg TAI VIET NAIUI
P H A T T R I E N K I N H TE
dieu kien thuan lgi cho vide tim kiem ciia khich hang (2,40) la tham khao cd gia trj cho nha quin trj.
3.1.5. Phdn tich ddnh gid mo hinh kinh doanh trong tucmg tdc v&i khdch hdng
Yeu td khach hang ciia md hinh sieu thi nghien ciiu the hien d quy md va co cau khich hang ciia sieu thi, bien thien ve quy md vi chit tugng khach hang, tan suit vieng tham sieu thj vi kha nang mua sam cua khich hang tai cic sieu thj. Trudc tien, bi£n thien ve quy md khach hing vieng tham va thuc hi?n viec mua sim tai sieu Ihj dugc md la trong Bang 5.
Lugng khach hing mua hang chi dal tir 60% den 70% tdng lugng khich hing vieng tham sieu thj, Nguyen nhan chit yeu dugc cac nhi quin Ii sieu thi nhan dmh dd la: Chinh sach kinh doanh ciia sieu thi chua that sy kich thich nhu cau mua sam ciia khach hing; thdi quen di mua sam cua khich hang den vdi sieu thi la hau het di theo nhdm [5]; ddng co vieng tham sieu thj rat da dang chii khdng chi hoan toin li mua sam [6]; viec mua nhieu gap khd khin ve thanh loan va chuyen hang vd nha vi hau bet khich hang d6n sieu thi bang xe miy; phd hang cua sieu thi khdng cd khac biet vdi cic co sd ban le tren thj Irudng.
Nhu vay, quy md khich hang vieng tham cac sieu thi chiu inh hudng ldn bdi nhieu nhan td nhu:
quy md cua sieu thj, vi tri cita sieu thi trong vung thj Irudng so vdi cac loai hinh ban le khac, chinh sach quing cao va truyen thdng, thdi quen mua sam cua khich hing. Tuong lac giiia quy md vi sd lugng khich hing vidng tham cho bi6t trong Bing 6 sau day:
Rd rang, mat do lip day khich hing trong cic sieu thi cd quy md ldn khdng hoan toan tdt so vdi cac sieu thi nhd, dieu nay the hien tdng hgp cac tuong quan khdng chi ve quy md sieu thi ma cdn lien quan ddn vimg thi trudng va mat dp khach hang trong viing thi trudng.
Cdng tic quan he khich hang dugc cac nha quan Ii sieu thi quan tam dac biet. Cac sieu thj deu quan lam phat tridn "chuong hinh khich hang thudng xuyen" hoac "chuong trinh khach hang than thidt", nham tao mdi quan he bdn chat giua sieu thi vdi khach hang frung thanh thuang hieu cua sieu thi, chia se cac quydn lgi frong qua frinh mua sam va dd chinh la "chidu" quan trgng ma cic sieu thi hien nay
dang hudng den. Cac kenh thdng tin kel ndi vdi khich hang thanh vidn cijng dugc cic sieu thj quan tim vi dau tu thda dang, cu the:
- Kenh thdng tin in an: Ii kdnh pho bien ddi vdi da sd cac sieu thi nghien ciiu thyc hien, Thdng tin in an mang tinh chat quang cao dinh ky ve cic nganh hing vi mat hang ban tai sieu thi vdi cac chuang frinh khuyen mai va xiic tien bin hing that sy hap dan.
- Kenh thdng tin tren website vi email gdi den khach hang ndi chung vi khich hing thanh vien ndi rieng, Tuy nhien, kenh thdng tin nay chua dugc su quan tam ciia khach hang do dieu kien sir dung website vi thu dipn tir ciia dai bd phan khach hing cdn ban che,
Sd lugng khich hing thanh vien ciia cac sieu thi den cudi nam 2009 the hien frong Bang 7, Nhu vay, khach hang thinh vien tuy phit trien manh, song hieu ling ciia viec quay lai mua sam mdt cich thudng xuyen frong cic sieu thi cdn ban che. Dieu nay phan nio phin inh hieu ung ciia "chuang trinh khich hing than thiet" ma cac sieu thi d€ xuit ciing nhu danh sach khich hing thinh vien chua cd chat lugng ddi vdi hoat dgng kinh doanh cita sieu thi.
3.2. Thdo luan ket qud nghien cuv
Thdng qua nghien cuu dinh gii va cim nhin ciia khach hing ve md hinh kinh doanh sieu thi ban le ciia 8 sieu thi fren thj trudng ca nudc cho thiy ring:
- Da sd cic sieu thi da hoan thien md hinh kinh doanh theo quan diem chien luge kinh doanh, dim bio cac dieu kien tdi uu cho viec frung biy, cung cap hing hda va dich vu vdi tu cich Ii td chiic kinh doanh bin le hien dai cd quy md ldn fren thi Irudng.
- Danh gia ciia khach hing ve md hinh kinh doanh sieu thj bin le nhin chung Ii lot, hien dai, cd quy md ldn, Ihu hiil sy quan tam die biet ciia cu dan ndi chung. Nhung dieu khach hang quan lam va chia se frong qua frinh tiep can va mua sam tai sieu thi tap tmng chu yeu d cac khia canh nhu: mdt la, sy khic biet ve nhan hieu hang hda va phd hang cua sieu thi so vdi cac co sd ban le truyen thdng la khdng dang ke, cac hang hda ban tai sieu thi ve co bin cung xuat xii va ciing nhan hieu, mau ma so vdi cac hang hda ban d cac co sd ban le truyen thdng;
hai li, miic gia cita hing hda cung cip lai sieu thi
C H A T LUgNG DjCH v g TAI VIET NAM 1 ^
PHAT TRIEN KINH TE
^•f^=tllJ.M.M4H.MutldtL
Bang 5. Tong hgp khach hang vieng t h a m va mua s^m tai sieu t h j
1 2 3 1 S 6 7 8
Sieu thj
CoKjpmarl Fivimart Citimart Intimex Maximart Binh Dan Ha Ngi Bai Tha
S6 \wi>i KH
Cao nhit 2.150 1 600 1.350 1 100 2 400 1.800 1.200 1 900
v i i n g tham binh qudn ngay
T h i p n h i t 1 160
950 850 600 1.800 750 650 1.100
Trung binh 1 655 1 275 1 100 850 2.100 1 275
925 1.500
So l u ^ KH binh quan i cao n h i t ^ ; , ^
1.750 950 880 750 1.700 1-450 850 1.250
600 550 560 480 980 450 420 560
mua igay
Trung binh 1 175
750 720 615 1340 950 635 905 i: Bao cao kinh doanh va dieu tra phdng van
Bang 6. Tu'cfng tac giij'a quy mo va so lu'dng khach hang vieng t h a m
,^t s:^uiH Quy mo (di^n
tich, met vuong)
So khach vieng tham cao nhat/ngiy
Ty le % phuc vu (tinh tren met vuong di|n
tich) 1
2 3 4 5 6 7
e
Co-opmart Fivimart Citimart Intimex Maximart Binh Dan Ha Noi Bai Tha
8.000 5.000 3,000 2 000 12 000 8 000 2 000 4.000
2150 1600 1350 1100 2400 1800 1200 1900
26,8%
32,0%
45,0%
55,0%
20,0%
22,5%
60,0%
47,5%
Nguon- Bao cao kinh doanh va di^u tra
Bang 7. So lu'gng khach hang thanh vien cua cac sieu t h i nghien cihi
So tu'p'ng KH ^V '^ "''<' khach hang thanh vien mua hang tai sieu thj
1 2 3 4 5 6 7 8
Co-opmart Fivimart Citimart Intimex i^/laxlmart Binh Dan Ha Noi Bai Tha
thanh vien 3.150 1.980 1.600 1.230 2.980 1.340 1.200 2.100
1 tuan 25%
18%
2 1 % 16%
22%
14%
17%
15%
2 tuan 32%
25%
30%
28%
35%
20%
23%
27%
1thang 40%
38%
42%
43%
45%
32%
31%
39%
1 ft ^"/^^ Ltf giNG DtCH VU TAI VIET NAM
P H A T T R I E N K I N H T E So 261, Thang Bay nam 2012
hien tai cao ban so vdi miic gii cung cip bdi cic ca sd ban le tniyen thdng; cac chuong trinh khiiy6n mai va xiic tien bin hing cua cac sieu thj rit da dang, phong phil vi hap din khich hang ban so vdi cac co sd ban le fruyen thdng; khdng gian dinh cho khach hing frong sieu thi cd quy md ldn, tao dieu kien thuan lgi cho khich hang di chuyen vi mua sam; cac dich vy cin thiet cung cap cho khach hang ciing nhu miic dd hien dai ciia co sd ha tang kinh doanh trong cic sieu thi la tdt. Nhfirng quan lam cua khach hing da vi dang dat ra nhigu thach thiic cho cic nha quan Ii sieu thi, mpt mat can phai kien toin cic ydu to hien cd de dip ting mong dpi cua khach hang, mat khac can thiet phii nghien ciiu vi de xuat md hinh kinh doanh sieu thi bin le dac trung cita VN nhim dim bao sy phat trien cita sieu thi frong mdt thi trudng bin Id da dang ve chung loai vi kieu kmh doanh nhu d nudc ta.
4. Ket luan va gd\ y chinh sach
Tii ket qui nghien cuu frdn, cd the de xuat nhiing cai thien co bin frong md hinh kinh doanh cua cic sieu thi bin le nhim muc lieu dip img tdt hon nhu cau va mong dgi ciia khach hang ve sieu thi. Cic dinh hudng chii yeu nhu la:
- Hinh thinh vi phat frien cic sieu thj theo chudi [7], fren ca sd ket hgp cac chiic nang chung ciia qui trinh kinh doanh nham tiet giim chi phi kinh doanh va timg budc giam gii bin cic hang hda ben trong sieu thi. Cd the ndi rang, ap lyc giam chi phi va giim gia bin cho cac hang hda ben trong sieu thi la rat ldn ddi vdi cac nhi quan li sieu thj. Vi the, ben canh viec tiet giam cic chi phi kinh doanh frong di6u kien hien cd, Cic nhi quan li sieu thi can phii kien loan each thiic td chirc vi quin tri md hinh kinh doanh ciia minh, phit frien chudi cac sieu thi nham gia tang so lugng hing mua mdi lan de giam gia mua moi don vi hang hda, ddng thdi khai thac hieu img kinh te theo quy md trong nhieu boat ddng [8]
ciia sieu thi dd tidt giam chi phi dem vi cua mdi hoat ddng vi chi phi ciia mdi sieu thi.
- Timg budc xay dyng va phat tridn thuong hieu nhi phan phdi cua sieu thj nham tao phd hang neng cd cho sieu thj, dac biet li cac nhom hang v i mat hing mang tinh chien luge ciia sieu thi trong cung cip cho khich hang tren thj frudng. Thdng qua viec phat friin thuong hieu nha phan phdi ciia sieu thi,
phd hang ciia sieu thj ve co ban se khac so vdi cac loai hinh ban i^ khac. Cac nhdm hang [9] mi sieu thj phat frien thuang hieu nhu vay mdt mat se cd sy tuong quan giiia chat lugng va gii tdi hon so vdi cac hang hoa mang thuong hieu nha sin xuat va do do se cd tic ddng tich cyc hon trong viec thu hiit khach hang vi tao nen sy khac biet giira sieu thj so vdi cic loai hinh bin le khac.
- Phil trien dich vu thdng tin mua sam va cung cap djch vu dudi nhieu hinh thiic nham pho bien thdng tin hang hda va djch vu cho khach hanh. Mdt mat, cic sieu thi can phit hanh td roi hoac cam nang mua sim, phin phit rpng khap lai dja chi khach hang trong vung ban hang cita sieu thi, mat khic frien khai cung cap thdng tin tren website cita sieu thi va su dyng he thdng nhan tin den dien thoai di ddng ciia khich hing thinh vien. Nhiing nd lyc ve cung cap djch vu thdng tin mua sam se gdp phan tang cudng khi nang thu hiit khich hang cho sieu thj.
- Kien toin co sd ha ting kinh doanh cua sieu thi theo hudng giin don nhim ha thip chl phi ldnh doanh, ddng thdi cai tien cac phuong lien vat chat phuc vu kinh doanh nhu ke frung biy hing hda, cic phuong tidn thdng tin bdn frong, xe day hang, khdng gian dinh cho khich hing. Nghien cuu vi cii lien cac dieu kien co sd vat chat ben frong sieu thj de cd the tiet giim chi phi dau tu va van hinh. Thiet ke lai cic xe day hang nho hon so vdi hien lai cho phu hgp hon vdi didu kien mua sam ciia khach hang.
- Hoan thien cac dich vy cung cap cho khich hing mdi each tdt hon, thiet thuc hon, cy the nhu djch vy chuyen hing, djch vu ban hang qua dien thoai, djch vu gdi xe trong sieu thi, djch vu cham sdc khach hang...
- Tang cudng quan he hgp tic vdi cic nha san xuat, mgt mat phit tridn thuong hieu rieng cho sieu thi ve cic hang hda chien luge, mat khac tao dieu kien cho viec trien khai cic chuang trinh xiic tien ban hang dich thyc nham thu hut va phyc vy khich hang. Xae dinh cic nhi sin xuit chien luge de frien khai quan he hgp tic fren cac phuang dien nhu: phdi hgp quing cio ben frong sieu thi vi quing cao tren cac phuang tien ridng cua sieu thi, phdi hgp thuc hien cic chuang trinh khuyen mai theo tirng chii de.
CHAT LUOT^JG D|CH vy TAI vifT NAM
19
P H A T T R I E N K I N H T E
phdi hop va dau lu cho ciic nha san xuat dd sin xual hang hda mang thuong Incii nha phan phdi.., 5. Han che cua bai bao va hUdng nghien cu'u tu'dng lai
Dinh gia ciia khach hang dugc nhan dmh Ircn co sd dii lieu dieu Ira dugc thu ihap tir nam 2009, trong khi hanh \i ngudi tieu dung cd the thay ddi Iheo sy bien dgng ciia mdi trudng kinh doanh, Dicu nay cd the lam giim dp tin ciy ciia ket qui nghien cim, Tuy nhien, nhiing kel luan nil ra ciia nghien ciiu van cdn CO gia trj vi phii hgp vdi cic nghien ciru ve sieu Ihi bin te ndi chung \a cic nghien ciiu chuyen sau ndi
rieng. Cy the nhu, Nghien ciiu phat trien thuang hi?u nha phin phoi ban te theo hinh thiic sieu thi va nghien ciiu dinh gii cua khach hang ve hang hoa mang thuong hieu ncng ciia cac sieu thj [10]. Co the ndi rang md hinh kinh doanh sieu thi ban le theo each tiep can vi dinh gia cua khach hang se cho phep cac nhi quan li sieu thi cd nhiing djnh hudng nham hoan thien md hinh kinh doanh de cai thien hipu nang va dap irng tot hon nhu cau cua khach hang, tang cudng kha nang canh tranh cua sieu thj so vdi cac loai hinh ban le khac. Viec kiem djnh cic ket qua cua nghien ciiu nay se li hudng md cho cac nghien ciiu tuong tai"
CHU THICH
[1] Phong van cac ctiuySn gia trong Unh vi/c ban l§ l^i lh| tru'dng Da N§ng nhSm mgc dich danh gia cac thong tin trong bang can hoi va dieu chinh cho phu hpp voi dieu kign kinh te va van hoa VN,
[21 Cac logi hinh ban le khac nhu', Chiy truyen thong, CLPa hang ban Id chuyen doanh ho$c long hpp
[3] S^/ giong nhau nay the hi^n hang hoa cung thu'O'ng hi#u cua nha san xual, ciing kieu dang N6i khac di. hang hoa ban t^i cac sieu th| co xuat XLP giong n h u hang hoa ban tgi cac chqf truyen thong, cac ci>a hang b i n le,
[4] C o s o ha tang cua sieu Ih] ban le it cac quoc gia phat tri^n thu-ong rat hipn dgi. Tuy nhien, xet trong t i / o n g quan voi cac lo^i hinh ban le khac 6 nu'dc ta va danh gia cua khach hang ve s i / hign dgi ma cac sieu thi dang tnen khai la q u i cao, c i n ttiiet phai co s y hai hoa gi&a cac yeu to cau thanh nen c o s d hg lang trong dieu kign V N
[5] Cac thanh vien cua gia dinh, bgn bb. ngi/dt than cung di nhu'ng thyc s y chl mot ngirdi mua
[6] Vieng tham sieu thj nh^m tim kiem cac c o hpi mua re, di choi va giai tri cung gta dinh sau mpt tuan lam vigc vat va...
[7] La hinh thu'c phat trien cac sieu th| tren cung mpt thj tru-dng hogc nhieu thj trwdng vdi ciing t h u o n g hieu, hinh thanh nen khai ni^m ve chuoi cac sieu thj ban le
[8] Hogt dpng quang cao, khuyen mai, thong tin va quan li...
[9] Hang hoa mang thi/ong hi^u nha phan phoi con gpi la "nhan hang neng" - hinh thiic phat tnen cua sieu lh| Co.opmart.
[10] Cac nghien ci>u cua cac tac gia da neu trong Tai l i | u tham khdo: D^ng V a n My (2011). Dgng VSn My & Tran Van Vii (2012)
TAI LIEU THAM KHAO
Ackerman, D , Tellis, G. (2001), "Can Culture Affect Prices? A Crosscultural Study of Shopping and Retail Pnces, Joumalof }l Retailing. Vol. 77 (1), pp, 57-82,
Bagozzi, R P , GopJnalh. M. and Nyer, P U. (1999), "The Role of Emotions in Marketing", Journal of the Academy of Marketing ifl Scmnce, Vol 27 No 2, pp. 184-206,
Bp Thu'Ong mgi VN (2004), Quy che sieu thj. trung ISm thifcmg mpi. Ha Npi. 24/3/2006.
Dgng Van My (2011). Mo hinh sieu thj ban li cua cic doanh nghidp trong nirac trong boi canh hpi nh$p quoc ti Th^rctr^ngva j g/a; phap, De tai khoa hpc cong nghp cap 85, Ma SO' B2010, nghigm thu nSm 2 0 1 1 .
^ Dgng Van My (2011), "Phat tnen t h u o n g hi#u nha phan phoi ban le - D|nh h u d n g chien l u p e khac bigt hoa va con dudng ptial Jl tnen quan he hpp tac vdi cac nha san xuat", T g p c h i K / J o a h p c vd C d n g n g h ^ . Vol. 52, pp 135-148,
Dgng Van My & I r a n V3n Vu (2012). Dinh gii cua khich hing vi phit tnin thuong hi$u nhi phin phii cCia cic sieu thf bin le n Nghien c&u (/i(«7 nghi$m t^i Di Ning. Be tai nghien c u u khoa hpc sinh vien, Ogi hpc Da Nang.
Do Ngpc My & Dgng Van My (2011), "Cgnh tranh giua cac logi hinh kinh doanh ban le, nghien c u u tham do tgi Ihj tnfdng VN", i/
T9P chi Khoa hoc. T r u d n g Dgi hpc Quy N h o n .
Sophie M, (2000), "Nouvelle Concurrence Verticale Entre Producteurs et Distributeurs Frantais", Cahler de recherthe de >
I'Universite Pans Dauphine. pp, 1-10.
Goldman, A., (1982), "Adoption of Supermari<ets Shopping in a Developing Country, the Selective Adoption Phenomenon', ic European Journal of liJIarketing ^Ql^. pp, 17-26.
Machleit, K,A. and Mantel, S.P (2001), "Emotional Response and Shopping Satisfaction; Moderating Effects of Shopper p Attributions", Journal of Business Research, Vol 54, pp, 97-106.
2 A C H A T LUgNG DjCH VU TAI VIET NAM
