QUAN LY KINH TE
Qng dung mo hinh SEM phan tich tac dong cua chdt lupng djch vu ban le tdi sa hai long va long trung thanh khach hang cua cac sieu thj kinh
doanh tong hpp tqi Ha Noi
LE HUYEN TRANG NGUYEN K H A N H DOANH NGUYEN DUY Ldi
* di viet sd dung md hinh cau true tuyen tinh SEM dikiim dinh moi quan he giSa chdt luang dich vu bdn le vdi sd hdi long vd long trung thdnh cua khdch hdng thdng qua khao sdt gdn 500 khdch hdng tg.i mgt so sieu thi kinh doanh tdng hdp tg.i Hd Ndi. Tii do, bdi vie't diia ra mgt so'hdm y gidi phdp nhdm cdi thien chdt litang dich vu bdn le cho cdc nhd qudn ly sieu thi kinh doanh tong hdp.
Tfl k h o a : chdt luang dich vti bdn le, sU hdi long, long trung thdnh, siiu thi kinh doanh tong hap.
1. Gidi t h i e u
Tren thd' gidi va tai Viet Nam, viec nghien cflu v l cha't Ifldng dich vu ban le tai eac loai hinh sieu thi dflde ra't nhieu n h a khoa hpc quan tam (Arun Kumar G. va cdng sfl, 2012;
Ali Ihtiyar va edng sfl, 2012; Boshoff va cdng sfl, 1997; Nguyin Thu H a va cdng su, 2015,2014). Dieu nay xua't p h a t tfl thflc te phat trien manh me cua thi trfldng ban le Viet Nam trong nhflng giai doan gan day (Nguyin Duy Thai, 2017; Le Huyen Trang, 2017). Theo nghien eflu eua Tap doan Tfl va'n toan cau AT Kearney thi Viet Nam van la mpt trong nhflng thi trfldng ha'p d i n dau tu hang d i u trong linh vfle ban le, vdi Ifldng ngfldi tieu dflng ddng dao, thi trfldng kinh doanh chuoi sieu thi edn sd khai (chiem khoang 20% thi phan so vdi cac hinh thfle kinh doanh truyen thd'ng). Dieu nay dflde minh chflng qua quy md thi trfldng ban le Viet Nam nam 2015 dat 102 ty USD (td'c dp tang trflcfng dat 7,3% trong giai doan 2010 - 2015), dfl bao, giai doan 2016 - 2020, tdc dp tang trflcing thfldng mai ban le se dat 11,9% , quy md thi trfldng khoang 179 ty USD vao
n a m 2020. Vdi xu hfldng p h a t tri^n manh me nhfl vay, thi trfldng b a n le Viet Nam khdng chi ha'p dan eac doanh nghiep npi dia ma cdn ca cac eac doanh nghiep nfldc ngoai. Dieu nay tao nen ap Iflc eho eac doanh nghiep buoc phai nang cao cha't Ifldng san ph^m va chat Ifldng dich vu de dap flng ngay cang tot hdn n h u c^u khach h a n g . Vi vay, da cd nhflng nghien ciJtu danh gia cha't Ifldng dich vu ban le tai cac loai b i n h sieu thi thdng qua cac t h a n g do, cac md h i n h khac n h a u nham giup cac doanh nghiep dfla r a cae giai phap cai thien hoat ddng eua minh (Pham Le Hong Nhung va cdng sfl, 2012; Nguyen Thu Ha, P h a n Cbl Anh, 2011; Nguyen Dang Duy Nha!t va cdng sfl, 2007; Boshoff va cdng sfl, 1997). Ben canh dd, nhieu nghien cflu cdn cho tha'y khi cac doanh nghiep (eu the tai cac sieu thi) nang eao cha't Ifldng dieh vu ban le t h i cd t h e tac dpng t i c h cflc den sfl h a i long
Le Huy^n Trang, ThS.. Tnlbng dai hpc Thang Long;
Nguyin Khanh Doanh, PGS.TS., Trucmg dai hoc Thai Nguyen; Nguyin Duy Loi, PGS.TS., Vien Kinh t^ va chmh trj thd' gi^.
5 4 Nghien ciiu Kinh tes68(483) • Thing 8^018
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hoac su t r u n g t h a n h eua khach h a n g (Nguyin Thi Mai T r a n g va cdng sfl, 2006;
Nguyen Thu H a va cdng sfl, 2015, 2014;
Beneke va eong su, 2012).
2 . Cor scf ly t h u y e t
• Khdi niem vi chdt lUdng dich vu vd chdt luang dich vu bdn le
Viec d a n h gia cha't lupng dich vu dUde eho la mpt va'n de khd k h a n vi dieh vu la san pham v6 hinh, chung khdng dong nha't n h a u va cung khdng t h e t a c h rdi. Cd nhieu each tiep can khac n h a u ve e h a t Ifldng dich vu.
P a r a s u r a m a n va cdng su (1985, 1988) cho rang eha't lUdng dich v u la khoang each gifla sfl mong ddi eua khach h a n g va n h a n thflc cua hp khi da sfl d u n g q u a dieh vu. Dinh nghia tren cu.a P a r a s u r a m a n dfldc nhieu n h a khoa hpc va k i n h doanh chSip n h a n , sfl dung rdng r a i vao nghien eflu eung nhfl kinh doanh thflc te.
Cronin va Taylor (1992) lap luan rang eha't Ifldng dich vu nen dfldc xem nhfl t h a i dp cua khach hang doi vdi dich vu. Quan diem nay ho trd viec do Ifldng c h a t Ifldng dich v u dfla t r e n nhan thflc (hieu sua't) ve cha't Ifldng dich vu.
Theo Lewis va MitcheE (1990), Wisniewski va Donnelly (1996), chrft Ifldng dich vu thfldng dfldc xem la mflc dp m a mdt dich v u dap flng dfldc n h u e l u va sfl mong ddi eua khach hang. Cung vdi quan diem nay, Edvardsson, Thomsson va Ovretveit (1994) cho r a n g dich vu dfldc d a n h gia la eha't Ifldng khi dich vu dd dap flng dfldc sfl mong ddi cua khach h a n g va lam thda m a n n h u c^u ngl,m dinh ciia hp.
N h u vay, chat Ifldng dieh vu chinh la nhflng gi ma k h a c h h a n g cam n h a n va danh gia chfl khdng p h a i la nhflng gi ma nhflng n h a cung ca'p dich vu edng bd'. Hay noi each khae, mfle dp n h a n thfle hay cam n h a n eua khaeh h a n g ehinh la thude do cha't Ifldng dich vu cua doanh nghiep. Vi vay, khi danh gia chat Ifldng dieh vu p h a i dflng tren quan diem cua khach hang chfl khdng phai dfla tren quan diem cua n h a cung c^p dieh vu ^ a o Xuan Khfldng, 2014).
• Cdc ye'u to' cdu thdnh chdt lUdng dich vu bdn le
Cha't Ifldng dieh vu b a n le da dflde p h a n tieh va kiem dinh trong n h i i u nghien cflu, tac gia tong hdp trong bang 1.
BANG 1: C a c y e u t o c a u t h a n h c h a t Ifldng d i c h v u b a n l e S T T
1
2
3
M o hinh
M 6 hinh RSQS - Dabholka v^ cdng
sir(1996)
M6 hinh MLH — Mehta vk c6ng sir
(2000)
M6 hinh E-Service - Hongxiu Li, Reima Suomi (2009)
Yeu to cau thanh chfft luong djch vu ban le PhUCTig tien htlTi hinh (Physical Aspects) D6 lin cay (Reliabillity)
Tuong tdc cac nhdn (Personal interaction) Giai quyft khie'u nai (Problem solving) Chinh sdch cita hang (Policy) Phucfng tien hiiu hinh (Physical Aspects) D6 tin cdy (Reliabillity)
Tirong tdc cac nhSn (Personal interaction) Giai quye't khieu nai (Problem solving) Chi'nh s^ch ciia hang (Policy) Thiet ke' website(Website Design) D6 tin cdy (Reliability) Sir hoan thanh (FulfillmenO An ninh (Security) Su dap ling (Responsiveness) Cd nhdn (Personalization) Th6ng tin (Information)
Ngudn: Tdc gia t6ng hop.
Nghien ciiu Kinh tes68(483) - Thing 8/2018 55
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Phfldng cham boat ddng cua cae cdng ty kinh doanh ndi chung va cua eac sieu thi ndi rieng la phai thda m a n nhu cin cua khaeh hang. Khach hang la yd'u to' quyet dinh doanh thu va ldi n h u a n eua doanh nghiep.
Khi khaeh hang hai long vdi san ph^m va dieh vu thi kha nang hp tid'p tue m u a hang la ra't cao.
Theo Pizam, Neumann, Reichel (1978) va Oliver (1980) thi sfl hai long cua khach hang la ket qua cua sfl tfldng tac gifla gia tri cam nhan va mong dpi cua du khaeh ve diem dd'n.
Khai niem nay gay nen sfl n h i m lan ve chat lupng dieh vu va sfl hai long nen gay nhieu t r a n h cai trong gidi khoa hoc, tuy nhien nhieu nha khoa hpc v i n k h a n g dinh cha't Ifldng dich vu va sfl hai long cd mdi quan he nhflng la 2 khai niem khdng gid'ng nhau.
Theo Day (1984), sfl hai long cua khaeh hang dfldc dinh nghia la danh gia cua khach hang sau khi mua lien quan de'n quye't dinh mua hang. Cflng vdi quan diem nay, Bitner va Hubbert (1994) cho rang sfl hai long cua ngfldi tidu dflng vdi dieh vu la cam xuc doi vdi cong ty kinh doanh dich vu dfla t r e n tflng tie'p xuc hay giao dich vdi cdng ty dd. Tie'p tuc hfldng nghien eflu ve sfl hai Idng, Fornell (1995) chi ra sfl hai long hoac sfl tha't vpng sau khi tieu dung, dfldc dinh nghia nhfl la phan flng cua khaeh hang ve viee danh gia hang earn nhan sfl khae n h a u gifla ky vong trudc khi tieu dflng vdi cam n h a n thuc te ve san ph^m sau khi tieu dung nd. Zeithaml va Bitner (2000) cung eho rang sfl hai Idng eua khaeh hang la sfl danh gia eua khaeh hang ve mpt san ph^m hay mpt dich vu da dap flng dfldc nhu c i u va mong ddi eua hp.
Nhu vay, sfl hai long hinh t h a n h t r e n viee khach hang can cfl vao nhflng hieu biet, n h a n dinh cua minh do'i vdi san p h i m hoac dieh vu ma h i n h t h a n h n e n nhflng danh gia hoac p h a n doan co t i n h ehu quan.
Hay ndi each khac, dd chinh la cam giac eua khaeh hang ve mat t a m ly sau khi dfldc thda man nhu cau. Ben canh dd, sfl h a i long eua khaeh do nhflng kinh nghiem dflde tich
luy sau nhflng l i n sfl dung dich vu cua doanh nghiep.
• Khdi niim ve long trung thdnh Theo Zeithaml (1996), Swarrbrooke va Horner (1999), sfl t r u n g t h a n h la mot y§'u to thupc h a n h vi sau m u a hang cua khach hang, dfldc t h e hien qua sfl san Idng tie'p tuc sfl dung dieh vu/san ph^m, san Idng gi6i thieu dieh vu^san p h i m cho ngfldi khac.
Cung vdi quan d i i m nay, Chaudhuri (1999) cho r a n g long t r u n g t h a n h cua ngfldi tieu dung vdi mpt thfldng hieu ndi ehung hay mot thfldng hidu dieh vu n h u sieu thi chinh la xu hfldng cua khaeh h a n g tieu dung thfldng hieu dd va lap lai h a n h vi nay. Ngoai ra, Mattila (2001) cung vdi Evanschitzky va cdng stl (2006) deu eho r a n g sfl t r u n g t h a n h khdng chi la sU lap lai ve h a n h vi mua s l m , ma edn la sfl lap lai v^ t h a i dp (kha nang mot hanh vi) n h u y dinh m u a lai, tieh efle truyen khiu ve dich vu hoac san sang d§ gidi thieu vdi ngfldi khae ve san p h i m hoac dich vu. Nhfl vay, khi khaeh h a n g h a i long ve dich vu cua sieu thi thi mdi q u a n he cua khach hang vdi sieu thi trd nen g i n bd, ho se ed xu hfldng quay lai tieu dflng, t h a m chi m u a n h i i u hdn.
• Mdi quan he giUa chdt lUdng dich vu vd sU hdi long cua khdch hdng
Trflde day, ed mpt so" q u a n diem n h i m lan ve khai niem eha't Ifldng va sfl hai long.
Tham chi, mdt so' nghien ciiu cho rang chSft Ifldng dieh vu va sfl h a i long cua khach hang la mpt, cd thi t h a y t h e cho n h a u . Tuy nhien, mdt so' n h a nghien cflu da cd' g l n g phan biet gifla cha't Ifldng va mflc dp h a i long (vi du:
Dabholkar, 1995; Oliver, 1993). Oliver (1993) cho rang cha't Ifldng ehu yeu la phan hoi n h a n thflc ddi vdi san p h i m hoac dich vu, nhflng sfl hai Idng lien quan d^n ca nhan thflc va p h a n flng t i n h cam. Sfl hai Idng cua khach h a n g la mpt k h a i niem tdng quat, trong khi cha't Ifldng dieh vu ehi tap trung vao cae n h a n to' cua eha't Ifldng dich vu (Zeithaml va Bitner, 2000). Dfla vao nhflng kd't qua nghien cflu nay, Zeithaml va Bitner
5 6 Nghien ciiu Kinh tes68(483) - TTiing 8/^18
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(2000) da dua r a md h i n h n h a n thfle cua khach h a n g ve cha't Ifldng va sfl h a i long.
Ngoai ra, Johnson va edng sti (2001) tuyen bd' rang eha't Ifldng la viee d a n h gia niem tin eu the va sfl h a i long la viec xay dflng d a n h gia chung. Sfl hai Idng va eha't Ifldng dieh vu b a n le la nhflng k h a i niem khac n h a u nhflng lai CO lien he chat che vdi n h a u trong cac nghien eflu ve dieh vu (Parasuraman va cdng sfl, 1988).
Nhfl vay, dfla t r e n su dong t h u a n chung trong tai lieu eho r a n g cha't lUdng dich vu va sfl bai long la khac biet, cae n h a nghien eflu da cung cap ly thuye't va b a n g chflng thflc nghiem cho md'i q u a n h e gifla eha't Ifldng va su hai long (Cronin va Taylor, 1992; Gotlieb va edng sfl, 1994; Kim va edng sfl, 2009) eho t h i y r i n g chtft Ifldng la tien de cua sfl thda man. Caruana va cong sfl (2000), Baker va Crompton (2000) deu cho r a n g chat ifldng dich vu a n h hfldng trflc tid'p va dang k l dd'n sfl hai long.
- Mdi quan he giUa chdt lUdng dich vu, sit hdi long vd long trung thdnh cua khdch hdng Theo Cronin va Taylor (1992), Zeithaml va cdng sfl (1996), cha't lUdng dich vu la yd'u to' d i n den y dinh lap lai h a n h vi m u a cua khach hang. Dieu n a y cho tha'y r i n g khi danh gia eha't Ifldng cua k h a c h h a n g eao, y dinh h a n h vi cua ho cd t h e se nhieu hdn.
P a r a s u r a m a n va edng sfl (1988) chi r a mdt md'i quan hd tieh efle va ed y nghia gifla chSit Ifldng dieh vu va sfl s i n long gidi thieu mdt to chflc. Boulding va edng sfl (1993) cung tim t h i y moi lien ke't tich cUc gifla n h a n thfle ve cha't Ifldng va cac f dinh h a n h vi t r u n g t h a n h lien quan bao gom ca y dinh m u a lai, tich efle truyen midng va s i n sang de gidi thieu.
Nhflng nghien cflu cho tha'y rang chat Ifldng la ddng Iflc chinh eua sfl t r u n g t h a n h cua khach h a n g eac h a n h vi lien quan de'n long t r u n g t h a n h . Ngoai ra, cae nghien cflu da xac dinh mdi quan he tich cflc gifla n h a n vien, chat Ifldng dieh vu, long t r u n g t h a n h cua khaeh hang va eac h a n h vi Uen quan den long t r u n g t h a n h (Chiou v l cdng sfl, 2002;
Fullerton, 2005; Wong va Sohal, 2003;
Gonzalez va cdng sfl, 2007). Dong thdi, Wicks va Roethlein (2009) cho tha'y gia tang sfl hai long se lam t a n g long t r u n g t h a n h va sfl gia tang Idng t r u n g t h a n h d i n den sfl gia t a n g so' l i n quay t r 5 lai m u a hang. Do dd, long t r u n g t h a n h la dieu c i n thiet cho td' chflc, vi viec gifl chan khach hang cu se tiet kidm chi phi hdn so vdi vide di tim kiem khach hang mdi.
3 . Mo h i n h n g h i e n cijfu
DUa tren cd sh ly thuyet va cac nghien ciiu trflde day ve cha't Ifldng dieh vu ban le, tae gia de xua't md hinh nghien cflu sau:
HINH 1: Mo h i n h n g h i d n cOfu Cd s6 vat chat
Hang hoa
Nhan vien
Sir tin cay
Chinh sach
Sir hai long Long trung thanh ci!ia l<hach hang
Ngudn • Dd xudt cua tac gia.
Nghien ciiu Kinh tes68(483) - Thing 8/2018 57
Ufng dung mo hinh SEM
Trong dd:
Cd sd vdt chdt: cd scl v a t eha't trflng bay, m a t b i n g , cae t i e n ich dfldc c u n g ca'p cho k h a c h h a n g b i n g each bd' t r i cua eae ed sd v a t eha't, viec t h i e t k e t r a n g web cua sieu t h i k i n h doanh tdng hdp (Parasuraman, 1988; N g u y i n D a n g Duy Nhat, Le Nguyen H a u , 2007; Wolfmbarger va Gilly, 2003; Yoo va Donthu, 2001; Cox va Dale, 2001; Wolfinbarger va Gilly, 2002;
Kim va Stoel, 2004; Loiacono, Watson va Hoodhue, 2002; Yang va J u n , 2002; Kim va Stoel, 2004; Gounaris, Dimitriadis va Stathakopoulos, 2005).
Gid thuyet 1: cd sd vdt chdt co tdc dgng tich cUc tdi sit hdi long cua khdch hdng.
Hdng hoa: de cap de'n t i n h da dang, d i y du, s i n cd, cap n h a p h a n g hda eua sieu t h i kinh doanh td'ng hdp (Mehta, 2000).
Gia thuye't 2: hdng hoa co tdc dgng tich cite tdi sd hdi long cda khdch hdng.
Nhdn vien: de cap de'n t r i n h dp c h u y e n mdn va cung each p h u c v u lich sfl, hda n h a , t u tin vdi k h a e h h a n g c u a n h a n vien sieu t h i k i n h d o a n h td'ng hdp, k h a n a n g cua n h a n vien sieu t h i k i n h d o a n h tong hdp xfl ly cac va'n d l dd'i t r a h a n g , cac t h l c m l c , k h i e u n a i c u a k h a e h h a n g ( P a r a s u r a m a n , 1988; D a l h o l k a r , Thorpe va Rentz, 1996; Nguyen D a n g Duy N h a t , Le Nguyen Hau, 2007; Yang va J u n , 2002;
Gounaris, Dimitriadis va Stathakopoulos, 2005).
Gid thuye't 3: nhdn vien co tdc ddng tich cite tdi sU hdi long cua khdch hdng.
Su tin cay: de cap de'n k h a n a n g thfle hidn dich vu dflng cam ke't cua sieu t h i kinh doanh td'ng hdp. (Nguyen D a n g Duy Nhat, Le Nguyen H a u , 2007; Dalholkar, Thorpe va Rentz, 1996; Wolfinbarger va Gilly, 2003; Zeithaml, P a r a s u r a m a n va Malhotra, 2000; Loiacono, Watson va Hoodhue, 2002; Yang va J u n , 2002; Kim va Stoel, 2004; G o u n a r i s , D i m i t r i a d i s va
S t a t h a k o p o u l o s , 2005).
Gid thuye't 4: sU tin cay co tdc dgng tich cUc tdi sU hdi long cda khdch hdng.
Chinh sdch: de cap den c h i n h sach cua sieu t h i k i n h d o a n h t o n g hdp v^ dieh vu k h a c h h a n g nhfl thdi gian phuc vu, tin dung, giao hang, dich vu flu dai (Parasuraman, 1988; D a l h o l k a r , T h o r p e va Rentz, 1996;
N g u y i n D a n g Duy N h a t , Le Nguyen Hau, 2007).
Gid thuyet 5: chinh sdch co tdc dgng tich cite tdi sit hdi long cua khdch hdng.
Gid thuyi't 6: sit hdi long co tdc dgng tich cite tdi long trung thdnh cua khdch hdng.
4 . P h u f d n g p h a p n g h i e n c i i u 4.1. Thang do va phdt trien bdng hoi
DUa vao md h i n h cha't Ifldng dich vu b a n le ndu t r d n , t a c gia da t r i e n khai xay dflng b a n g hdi de k h a o s a t k h a c h hang.
B a n g hoi bao gom 3 p h i n nhfl sau:
P h a n 1: t h d n g t i n n h a n k h i u hpc cua k h a c h h a n g gom: gidi t i n h , dd tud'i, thu n h a p , t i n sua't di sieu t h i . . .
P h i n 2: nhflng t h d n g t i n ve cac yeu to' ca'u t h a n h cha't Ifldng dich vu b a n le g6m:
cd sd v a t c h a t (8 bien), h a n g hda (6 bi§'n), n h a n vi§n (7 bie'n), sfl t i n oay (6 bien), c h i n h sach (5 bie'n).
P h i n 3: nhflng t h d n g tin ve cac ye'u to ca'u t h a n h sfl h a i long va long t r u n g thanh ciia k h a c h h a n g .
P h i n 2 va 3 dfldc d a n h gia b i n g viec s i d u n g t h a n g do l i k e r t 5 diem tfl 1 (hoan toan khdng dong y) den 5 (hoan toan dong f)-
Cudc k h a o s a t dflde t i e n h a n h t a i cac sieu t h i k i n h d o a n h tdng hdp h H a Ndi nhU: V i n M a r t H o a n g Dao Thfly, BigC T h a n g Long, I n t i m e x Bd Ho. Cudc khao s a t dfldc thfle h i d n t h d n g q u a phfldng phap phdng va'n trflc t i e p .
5 8 Nghien cOu Kmh t4sS8(483) - Thing 8/Z)18
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B A N G 2 : T h a n g d o c h a t l i f t f n g d i c h v u , s f l h a i l o n g , l o n g t r u n g t h a n h c u a k h a c h h a n g T h a n g do
Co s6 vdt cha't
Hkng hda
Nhdn vien
Su tin cdy
Chi'nh sach
Sil hai 16ng cua khach
hang Long trung
thanh cua khach hang
Items Sieu thi dat 6 vi tri thudn loi, d l tim Sieu thi CO mat bang r6ng rai
Bai gui xe cua sieu thi rOng rai, thudn tifin giii cho khdch hang
Sieu thi tnmg bay h ^ g hoa theo ngSnh hang, nhom h&ng khoa hoc, dS tim kiein hdng hoa
Am nhac, dnh sang trong sieu thi phii hgp Sieu thi CO he thSng tinh tidn hien dai Khu VUc bao quan d6 cua khdch hang rdt tfit Hang tieu diing hang ngay ddy dii Sieu thi c6 nhiiu mat hdng d^ lua chon Sieu thi CO nhieu hang hoa mdi
Tfit ca hang hoa bay bdn trong sidu thi dia co ten vd xud't xii ro rdng Hang h6a ban trong siSu thi diu ghi ro thdi ban sit dung trdn bao bi dong goi Gia bdn hang hoa dugc ghi ro rang tren bao bi hang hoac dugc niem ySt tren gid hang Nhdn vien trong sieu thi co kie'n thiic d^ tra \bi cdc cdu hoi ciia qu^ vi
Hanh vi cua nhdn vien sieu thi tao su tin tudng cho quy vi Nhdn vien sieu thi lu6n co mdt kip thcri khi quy vi cdn Nhdn vien situ thi ludn sail sang tra Icri cac yeu cdu ciia qu;y v|
Khi quy vi gap vd'n d&, nhdn vien sieu thj th£ hien su quan tdm chdn thanh trong khi gi^i quyet
Nhdn vien sieu thi tdn tinh xiI ly cac khi^u nai cua quy vi
Sieu thi ludn thuc hien diing nhung gi da cam ke't voi quy vi (nhu th&i gian chuyin hang, khdc phuc 16i...) theo thcfi gian quy dinh.
Sieu thi lu6n c6 hang hda hang ngay dSy dii
Sieu thi ludn thuc hien giao dich va thanh toan khdng n h ^ lin Djch vu giao hang cua sieu thi ludn chmh xac
Gia ca hang hoa ph^ hgp vdi chd't lugng
Cac dich vu mua hang trUc tuyen ludn dugc thuc hi6n chinh xac Sieu thi ludn co nhiiu chmh sach khuyd'n mai, giam gia h£Cp dSn Sieu thi CO chinh sach vdn chuyin hang hoa cho khach da dang Sieu thi CO chinh sach thanh todn tien igi
Sieu thi c6 chfnh sdch d6i tra hang linh hoat Sieu thi CO chi'nh sach bao mdt td't
Quy vi hodn toan hai long vi chd't lugng hang hoa bdn trong sidu thi Quy vi hoan toan hdi Idng v6 nhan vien jrfiuc vu trong sieu thi Tom lai, quy vi hoan toan hdi long vdi chfCt lugng dich vu sieu thi Quy vi cho ring minh la khach hang trung thanh cua sieu thi Quy vi se khdng mua 6 sidu thi khdc neu sieu thi ndy md cura
Quy vi se gi^i thieu cho moi nguoi ve sieu thi va cac dich vu sieu thi cung cd^p
Ky hieu CSVCl CSVC2 CSVC3 CSVC4 CSVC5 CSVC6 CSVC7 HHI HH2 HH3 HH4 HH5 HH6 NVl NV2 NV3 NV4 NV5 NV6 STCl STC2 STC3 STC4 STC5
src6
CSl CS2 CS3 CS4 CS5 SHLl SHL2 SHL3
srri
STT2
srn
Ngudn: Di xudt ciia tac gia.
Nghien ciiu Kinh tesd'8(483) - Thing 8/2013 59
UTng dung mo hinh SEM
4.2. Mdu vd thong tin thu thdp Kich c3 m l u dflde xac dinh it nha't phai b i n g 4-5 lan so bie'n quan sat, nhfl vay vdi 38 bien do Ifldng b a n dau, cd m l u td'i thieu la 36 X 5 = 165 quan sat. NhU vay, de dam bao tinh dai dien cua m l u nhdm tac gia phat 500 bang hdi, trong dd t h u ve 429 bang hdi hdp le.
Trong td'ng so' m l u cua nghien cflu, dap vien la nfl (82,5%) nhieu hdn n a m (17,5%).
H i u het dap vien deu la nhflng k h l e h h a n g tre, dap vien trong dp tudi tfl 20 tudi dd'n dfldi 50 tud'i chie'm 93%. Khach h a n g ed mfle thu n h a p chu ye'u tfl 4 den dfldi 10 trieu ddng (chie'm 55,5%), khaeh h a n g ed mflc t h u nhap tfl 10 den dfldi 20 trieu dong chie'm (11%).
4.3. Phucfng phdp phdn tich Kiim dinh Cronbaeh's Alpha: n h i m p h a n tich va danh gia dp tin cay cua t h a n g do.
Muc dich la xem xet cae hi&'n quan sat lieu ed eflng do Ifldng cho mot khai niem va loai bd nhflng bid'n rac khdi md hinh. Cu the, se loai cae bid'n quan sat cd hd so tfldng quan bien-td'ng nhd (nho hdn 0,3); tieu c h u i n chpn thang do khi cd dp tin cay Alpha Idn hdn 0,6 (Alpha cang Idn thi dp tin cay nha't quan npi tai cang cao) (Nunally va Burnstein, 1994; Nguyen Dinh Thp va Nguyen Thi Mai Trang, 2009). Sau khi d a n h gia sd bd t h a n g do, tae gia tie'n h a n h p h a n tieh n h a n to*
kham pha de danh gia gia tri hdi t u va gia tri phan biet cua t h a n g do.
P h a n tich n h a n td' k h a m p h a EFA (Exploratory Factor Analysis, gpi t i t la phfldng phap EFA) dflng de t h u gpn va r u t trich cae bie'n quan sat cd y nghia hpi t u va tach biet. Ve gia tri hdi tu: tflc la eac bie'n quan sat deu phai tai m a n h (he so' tai Factor Loading) cho 1 n h a n to' se p h a i gom ve 1 n h a n to' do. Theo Hair va cdng sfl (1998), Factor Loading (hd so' tai n h a n td' hay trpng so' n h a n to) > 0,3, dflde xem la dat mflc toi thieu. Ve gia tri tach biet: mdi n h a n to'trong md hinh se ed xu hfldng t a i khac nhau.
Nhdm bie'n q u a n s a t t a i cho n h a n to' thii nha't khdng cd tfldng q u a n (tach biet) vdi nhdm bie'n q u a n s a t t a i cho n h a n to' thfl hai.
Tfl dd, d i n den sfl p h a n nhdm nhan to t h a n h tflng cot trong m a t r a n xoay.
P h a n tich n h a n td' k h a n g dinh CFA (Confirmatory Factor Analysis) la mpt trong ky t h u a t de kiem dinh stl phfl hdp eua mo hinh 1^ thuye't cd san vdi sd' lidu nghien ciiu.
Thong thfldng sau k h i tien h a n h phan tich EFA, chflng t a tid'n h a n h p h a n tich CFA d^
k h a n g dinh t i n h ddn bien, da bie'n, gia tri hpi til va gia t r i p h a n biet cua thang do. Cac chi sd' thi hien mfle dp phfl hdp cua md hinh vdi thdng tin thi t r u d n g la CMIN/df, chi so Comparative Fit Index (CFI - chi so" thich hdp), ehi so Tucker&Lewis (TLI), chi s6' GFI va RMSEA (trong mdt so trfldng hdp RMSEA < 0,08 md h i n h dfldc cha'p nhan (Taylor, Sharland, Cronin va Bullard, 1993).
Md hinh ca'u t r u e t u y e n t i n h (Structural equation Modeling - SEM). Day ehinh la sU md rpng eua md h i n h tuye'n t i n h tong quat (GLM) eho phep ki^m dinh cflng mot liic nhieu phfldng t r i n h hoi quy. Phfldng phap p h a n tich nay dfldc d u n g d^ ki^m dinh cac gia thuyet cua md h i n h nghidn ciiu.
5. K e t q u a n g h i e n ctfu
De kiem dinh md h i n h va giai thiet, nhdm tac gia sfl d u n g md hinh ca'u true tuyen tinh (SEM). Trflde dd, chung tdi di kiem dinh dp tin cay va dd phfl hdp cua t h a n g do dfldc sfl d u n g trong nghien ciiu nay.
5.1. Kiem dinh do tin cay cua thang do vd phan tich nhan to kham phd (EFA)
Ket qua kiem dinh dp tin cay cua thang do vdi he so' Cronbaeh's Alpha cho t h i y cac t h a n h p h i n cua t h a n g do cha't Ifldng dich vu b a n le, sfl h a i long, long t r u n g t h a n h deu dfldc cha'p n h a n ve m a t tin cay (He s^
Cronbaeh's Alpha deu tfl 0,803 (!en 0,902).
He so tfldng q u a n bid'n tong cua cac quan sat deu dat yeu c i u > 0,3. Nhfl vay, khdng co
60 Nghien ci3u Kmh tes6 8(483) - Thing 8/^18
UTng dung mo hinh SEM ...
bien q u a n s a t nao bi loai va t h a n g do p h i hop de sit dung cho p h a n tich EFA.
Ket qua p h a n tich EFA 14n 1 cho thSy:
K6't qua kiem dinh KMO cho 30 bien quan sat t h e hien cho cha't luong dich vu b a n le la cao vdi gia tri 0,894 (> 0,5) va kiem dinh Bartlett v6i mdc y nghia bang 0 (Sig.< 0,05) - tiic cac bien quan sat tUdng quan vdi n h a u trong tdng the t h a n g do. T a ket qua t r e n cho th&'y, viec p h a n ti'ch n h a n t d k h a m p h a cho thang do la phii hop, dfl lieu khao sat dUdc BANG 3: B a n g t o r n t a t
dam bao cac didu kien de tie'n h a n h phan tich n h a n t d k h a m p h a EFA va co the s^ dung cac ket qua do. Tdng phUdng sai trich la 69,002%
CO nghia 14 59,002% s « t h a y ddi ciia 5 nh4n td duoc giai thich bcii 30 bien quan sat dUa ra. Dieu nay cho tha'y diS lieu t h u ve dat yeu c^u ve thdng ke va dUdc t h e hien trong 5 t h a n g do ciaa chat liidng dich vu b a n le.
Ddng thcfi ket qua p h a n tich EFA ciing cho tha'y t h a n g do sU h a i long va long t r u n g t h a n h dat yeu cau.
k e t q u a k i e m d i n h t h a n g d o
Scales
Chat luang dich vu ban le
Items
Co so vat chfft Hang hoa Nhan vi6n Su tin cay Chi'nh sach Su hai long Long trung th^nh
So bien q u a n
sat
7 6 6 6 5 3 3
HSsii C r o n b a e h ' s
Alpha
0,916 0,894 0,862 0,887 0,863 0,848 0,879
Tong phuong sai trfch (Percentage of
variance) (>S0%)
59,002
68,939
KMO (0,5<KMO<I)
0,901
0,824
Barlett's test (Sig. < 0,05)
0,000
0,000
Ngudn: Ket qua phSn tich tren SPSS cua nhom tac gia.
5.2. Phdn tich nhan td khdng dinh CFA
Tac gia t i e n h a n h p h a n tich CFA de kiem dinh md h i n h trflde k h i p h a n tich md hinh e l u t r u e t u y e n t i n h . K e t qua p h a n tieh CFA t h a n g do cha't Ifldng dich vu b a n le, sfl h a i long, Idng t r u n g t h a n h eho tha'y trpng so' cac bie'n q u a n s a t d^u d a t c h u i n cho p h e p (> 0,5) va cd y' n g h i a thd'ng ke (cae gia t r i p deu b a n g 0,000). Nhfl vay, cae bie'n q u a n s a t de do Ifldng 5 t h a n h p h a n eha't Ifldng dieh vu dat gia tri hdi t u .
K e t q u a p h a n tich CFA t h a n g do cha't Ifldng dich vu b a n le (hinh 2) eho tha'y md h i n h cd 236 bac tfl do (df = 236), gia t r i k i e m dinh Chi - s q u a r e p - v a l u e = 0,000
<0 05. Chi so' Chi - s q u a r e / d f = 2,704 va
cac chi sd' cua md h i n h p h u hdp vdi dfl lieu t h i trfldng (CFI = 0,933; GFI = 0,895 deu Idn hdn hoac xap xi 0,9, RMSEA = 0,063
<0,08).
Cac k h a i niem eua t h a n g do c h i t lUdng dich vu b a n le cd tfldng q u a n gifla cac s a i so' n e n t h a n g do cha't Ifldng dich vu k h d n g dat t i n h ddn hUdng (eS va elO, e l 2 va e l 3 , e 18 va e l 9 , e20 va e21, e20 va e23, e26 va e27).
He so' tfldng q u a n gifla eac t h a n h p h i n vdi sai lech c h u a n kem theo cho tha'y cac he so' deu n h o hdn (cd y n g h i a thd'ng ke). Vi vay, cae t h a n h p h i n ed sh vat eha't, h a n g hda, n h a n vien, sfl tin cay, chinh sach dat gia t r i p h a n biet. (Fornell va Lareker, 1981).
n cuu Kinh tesd'8(483} - Thing 8/2018 61
UTng dung mo hinh SEM .
HINH 2: Ket q u a CFA c u a t h a n g d o chait li<dng d i c h v u b a n le
Nguon: Ke't qua phan ti'ch tren Amos cua nhom tac gia.
Ke't qua phan tich CFA thang do sU hai long, long trung thanh (hinh 3) cho thSy mo hinh CO 8 bic til do (df = 8), gia tri kiem dinh Chi -square vdi p-value = 0,000 < 0,05. Chi sd Chi -square/df = 2,643 va cac chi sd ciia md
hinh phu hop vdi dii lieu thi trU&ng (CFI = 0,993; GFI= 0,985; RMSEA= 0,062). Tft ca cac thanh phan sil hai long va long trung thanh deu dat tinh ddn hudng (do khdng co mdi tudng quan giiia cac sai sdcua cac Men quan sat).
62 Nghien cinj Kinh tes68(483} - Thing 8/201B
ung dung mo hinh SEM ,
HINH 3: K e t q u a CFA ciia t h a n g do suf h a i l o n g , l o n g t r u n g t h a n h
<SS>-
\ sT-ri h
@>-
•~\ S M I - 3 "@-
—{]SH^3<S)- ^-1 S H L T
2..GA3 cl-irc)uare/clf . 0 6 2 r m s e a
. 9 9 3 cfi .9BS Qfl , 9 5 9 a g f i
. 0 0 7 p 8 df
Ngudn. Ket qua ph3n tich trSn Amos cua nhom tac gia.
Ben eanh dd, cac trong so' i da chuan hda deu dat yeu cau va cd y nghia thd'ng ke (p<0,Q00) (xem hinh 2). Vi vay, t h a n g do nay dat gia tri hoi tu.
He so' tUdng quan gifla cac t h a n h p h a n vdi
sai lech chuan kem theo eho tha'y eac be so' deu nhd hdn (cd y nghia thd'ng ke). Vi vay, cac t h a n h p h i n sU h a i long va sU t r u n g t h a n h dat gia tri phan biet (FomeU va Lareker, 1981).
BANG 4: Ket q u a k i e m d i n h gia tri p h a n b i e t gifla c a c t h a n h p h a n c u a t h a n g do c h a t Iflgfng d i c h v u b a n le
Moi q u a n he CSVIX CSVCL CSVCL CSVCL HHL HHL HHL NVL NVL TCL SHLG
<">
<-->
<—>
<-->
<->
<->
<-->
<—>
<->
<">
<->
HHL NVL TCL CSL NVL T O , CSL TCL CSL CSL STTG
R 0,205 0,240 0,292 0,181 0,246 0,280 0,190 0,275 0,185 0,207 0,243
S.E.
0,028 0,029 0,030 0,025 0,032 0,032 0,027 0,032 0,027 0,027 0,032
C R . 7,416 8,227 9,674 7,357 7,716 8,664 7,004 8,495 6,941 7,573 7,625
P-value
***
***
***
...
...
***
...
***
***
...
...
Label
Nguon Ket qua phan tich Irfin AMOS cua nhom tac gia.
Nghien cOu ^ Kinh tesd'8(483} - Thing8/2018 63
liTng dung mo hinh SEM ...
• He sdtin cdy tong hdp vd phUdng sai trich Factors
Cha't luong dich vu bin le Items
Ca so vat chat Hang hoa Su tin cay Nhan vien Chinh sach Su hai long Su trung thanh
So bien quan
sat 4 5 5 6 4 3 3
Dp tin cay tong hop (Composite Reliability) 0,871 0,861 0,864 0,811 0,806 0,756 0,601
Phuong sai trfch (%) (Average Variance
Extracted AVE) 0,629 0,555 0,563 0,465 0,518 0,509 0,334
Gia 1
trj
Dat yeu ciu
Ngudn: Kfi'c qua phan tich tmh toan tren http://phantichspss.com/CompositeReliabiIityhotrospss htm http;//phantichspss.com/A verageVarianceExtractedhotrospss.htm
Ket qua phan tich dd tin cay td'ng hdp va phfldng sai trieh eho t h i y : dp tin eay tdng hdp eua thanh phan ed sd vat cha't la 0,871 vdi phUdng sai trich la 62,9%; cua t h a n h p h i n hang hda la 0,861 vdi phfldng sai trich la 55,5%, eua t h a n h p h i n hang hda la 0,861 vdi phuong sai trich la 55,5%; eua t h a n h p h i n sfl tin eay la 0,811 vdi phfldng sai trieh la 56,3%, cua t h a n h p h i n n h a n vien la 0,811 vdi phUdng sai trieh la 46,5%; cua t h a n h p h i n chinh sach la 0,806 vdi phUdng sai trich la 51,8%; cua t h a n h p h i n sfl hai long la 0,756 vdi phUdng sai trich la 50,9%; cua t h a n h phan sU trung t h a n h la 0,601 vdi phfldng sai trich la 33,4%. Ket qua nay cho tha'y eac thang do deu dat yeu cau ve dp gia tri va dp tin cay.
5.3. Kiem dinh md'i quan he giUa chd't lUdng dich vu bdn le, sU hdi long vd long trung thdnh cua khdch hdng tai cdc sieu thi kinh doanh tong hop tai
BANG 5: K e t q u a fldc Ifltfng m o i q u a n h e n g h i e n ciiu. (dl
Hd Ngi thong qua mo hinh SEM Ke't qua SEM cho tha'y md hinh cd 381 bac tfl do (df =381), gia tri kiem dinh Chi -square vdi p-value = 0,000. Chi so Chi -square/df = 2,710 va cac chi so' cua md hinh phu hdp vdi dfl Ueu thi trfldng (CFI = 0,918; GFI= 0,866 , RMSEA= 0,063). Trong do, cac t h a n h phin eua chat Ifldng dich vu b a n le cd tac dpng tich euc den su h a i long cua khach hang la cd sd vat chat, h a n g hda, sU tin eay, nhan vien, chinh sach sieu thi. Trong do, hang hda va n h a n vien sieu thi la 2 yd'u to' tac ddng manh nha't tdi sfl bai long eua khach hang tai cac sieu thi kinh doanh tdng hdp. Hdn nfla, sfl hai Idng co tae ddng m a n h tdi long trung t h a n h cua khaeh h a n g . N h u vay, cd th^ tha'y mdi quan hd n h a n qua khi cha't Ifldng dich vu t a n g len, khach h a n g se cam tha'y hai long hdn, theo dd, khach h a n g cd xu hfldng muon quay lai m u a hoac gidi thieu ngUdi khac quay lai sieu thi.
n h a n q u a giiia c a c y e u t o c u a m o hinh I c h u a n hoa)
SHLG SHLG SHLG SHLG SHLG STTG
<—
<—
<—
<—
<—
<—
CSVCL HHL TCL NVL CSL SHLG
Estimate 0,107 0,235 0,060 0,408 0,138 0,954
S.E.
0,031 0,039 0,037 0,058 0,036 0,085
C R . 3,494 6,007 1,636 7,056 3,788 11,275
P
...
...
0,042
... ***
...
Gia thuyet Duoc c h i p nhan Duoc chap nhan Duoc chap nhan Duoc chip nhan Duoc c h i p nhan Duoc chip nhan NguSn • Kd't qua phan lich trfin AMOS cua nh6m tac E
64 Nghien ciiu Kinh tesii8(483) - Thing 8/2018
ITng dung mo hinh SEM .
.21
m l -osf
21 31
2 8
-38
2 6
33
37
.49
*^>—
.40
H I N H 4: K e t qua mo h i n h
-^-1CSVC2I -^•<CSVC3
^ IcsvcTi
- * H HH2 - ^ ^ HH4~
- ^ H HHI 1
- ^ - 1 HH6
- ^ H TC3
- ^ H TCB~
- ^ M TCS - ^ » 1 NV5 - » H NV6 - ^ NV4"
- ^ H NVi~
-^•^ c s i ~
^ • "
^^^-00
^ ^ 1 1 ^ ^ ^ ^
.» 1 00
]^^^^5Ss
•^~-JiS°
'""u Z I ^ ^ C j ^ ] ^ ^
^~^^^£&iL ^^
c a u t r u e S E M c u o i c u n g
).19N
I ^v
1 ^ v'
/ ] i a /
2 . 7 1 0 c h i q u a r e / d f . 0 6 3 r m s e a
. 9 1 8 cfi . 8 6 6 gfi . 8 3 7 a g f i
. 0 0 0 p 28 p^^f^^e
^ 381 d|3) @ 0
\ \ y x . vAFfo^jsM^sM^oe
j 31 \ \ ^ ^ s ^ ^ » L i oJi)»aS'
7 r~V—<^HL(^
X 1 ^^ A--—"'"^^ai
1 23 Y / ^ l " / 95
\"Jr/ ^^
\ / /' / 1 O ^ / ^ X M I J " ^
/y 4.48 4-40 Jk.43
.22 .17
Ngudn • Ket qua ph9n tich tren AMOS cia nhom tac gia.' Ket qua p h a n tich cho tha'y yeu to' cd sh
vat cha't eung cd tac dong dang ke tdi sfl h a i long cua khaeh h a n g . Trong cac nghien ciiu ve eha't Ifldng dich vu, yeu to' cd sd vat chat gom dia diem, t r a n g t h i e t hi, m a y , mdc...
ludn dfldc dat len h a n g d i u , bdi day la cac yeu td cd a n h hfldng Idn tdi h a n h vi m u a sam cua khaeh h a n g , tfl dd se tae dong p h i n nao tdi sU hai long cua k h a c h h a n g khi ho den vdi sieu thi. Ve thflc te, eac sieu t h i kinh doanh tong hdp cang dfldc dat 3 nhflng vi tri t h u a n ldi, de tim se tao dieu kidn cho nhieu khaeh hang biet de'n, tao cd hoi cho ho m u a sam va cd xu hfldng quay lai nhieu hdn. Ben canh do, khae vdi cac cfla h a n g tidn ldi eo dien tieh chat hep, nen khach h a n g eung k h a hai long vdi dien tich rdng rai, sang sua, k h u vUc bao
quan do cho k h a c h td't. Hdn nfla, trong eae md h i n h b a n le hien dai nhfl sieu thi chuyen doanh, sieu t h i kinh doanh tong hdp hay cfla h a n g tien ldi.. thi n h a n vien hay ngfldi b a n h a n g thfldng it cd m a t h cac gian hang, vi vay cac gian hang, q u i y h a n g phai dflde trflng bay mot each khoa hoc, cd k h a nang ldi euon ngUdi mua. Hdn nfla, viec s^p xep, trflng bay, bd' tri m a t b a n g p h u hdp se giup ki'eh thich khaeh hang m u a sim nhieu hdn va cd hflng t h u m u a hang hdn. Dieu do se gdp p h a n khong nhd vao vide t a n g doanh thu, toi flu hda hieu qua khdng gian b a n h a n g eua sieu thi. Vi vay n h a q u a n ly can ed ke hoach Iflu y den cd sh vkt cha't tai sieu thi nhfl: cai thien khdng gian, he thd'ng a n h sang, a m nhac; bd' tri sap xep va t r a n g tri q u i y ke hdp ly... de
•];j^f;;^;^^aJWh tSsd 8(483) • Thing 8/2018 6 5
Ixng dung mo hinh SEM
• He so'tin cdy tong hdp vd phUdng sai trich Factors
Chit luong dich vu bin le Items Co so vat cha't
Hang hoa Su tin cay Nhan vien Chinh sdch Su hai 16ng Su tmng thanh
So bien quan
sat 4 5 5 6 4 3 3
Do tin cay tdng hop (Composite Reliability) 0,871 0,861 0,864 0,811 0,806 0,756 0,601
Phuong sai trfch (%) (Average Variance
Extracted AVE) 0,629 0,555 0,563 0,465 0,518 0,509 0,334
Gia tr!
Dat y6u cdu
Ngudn: K^t qua phan ti'ch tinh loan tr6n http://phantich.spss.com/CompositeReIiabilityhotrospss.htm http;//phantichspss.com/AverageVarianceExtractedhotrospss.hlm
Ket qua phan tich dp tin c^y tong hdp va phfldng sai trich cho tha'y: do tin cay td'ng hdp eiia t h a n h p h a n ed sd vat eha't la 0,871 vdi phfldng sai trich la 62,9%; cua t h a n h phan hang hda la 0,861 vdi phuong sai trich la 55,5%, cua t h a n h phan hang hda la 0,861 vdi phUdng sai trich la 55,5%; cua t h a n h p h i n sfl tin cay la 0,811 vdi phudng sai trich la 56,3%, eua t h a n h phSn n h a n vien la 0,811 vdi phuong sai trich la 46,5%; cua t h a n h phan chinh sach la 0,806 vdi phudng sai trich la 51,8%; eua t h a n h p h i n sfl hai long la 0,756 vdi phfldng sai trich la 50,9%; eua thanh p h i n sfl t r u n g t h a n h la 0,601 vdi phuong sai trich la 33,4%. Ke't qua nay eho tha'y cac thang do d i u dat yeu cau ve do gia tri va do tin eay.
5.3. Kiem dinh md'i quan he giUa chdt lUdng dich vu bdn le, siX hdi long vd long trung thdnh ciia khdch hdng tai cdc sieu thi kinh doanh tong hdp tai
Hd Ngi thong qua mo hinh SEM Ket qua SEM eho tha'y mo hinh cd 381 bac tfl do (df =381), gia tri kiem dinh Chi-square vdi p-value = 0,000. Chi so Chi -square/df = 2,710 va eac ehi sd' cua md hinh phu hdp vdi dfl lieu thi trfldng (CFI = 0,918; GFI=: 0,866 , RMSEA= 0,063). Trong dd, eae t h a n h phin cua cha't Ifldng dich vu b a n le ed tae dpng tich cflc de'n sfl hai Idng eua khach hang la cd scf vat cha't, hang hda, sfl tin eay, n h i n vien, ehinh sach sieu thi. Trong do, hang hoa va nha,n vien sieu t h i la 2 ye'u to' tac dpng manh nha't tdi sfl h a i long cua khach hang tai cac sieu thi kinh doanh tong hdp. Hdn nfla, sfl hai Idng eo tac dong m a n h tdi long trung t h a n h cua khach h a n g . N h u vay, cd th^ thSy mdi quan he n h a n qua k h i eha't Ifldng dieh vu t a n g len, khach h a n g se cam thSy hai Idng hdn, theo dd, k h a e h h a n g ed xu hudng muo'n quay lai m u a hoac gidi thieu ngfldi khae quay lai sieu thi.
BANG 5: K e t q u a fldc lUtfng md'i q u a n h e n h a n q u a glGa c a c y e u t o c u a m o h i n h n g h i e n cij^i ( d a c h u a n h d a )
SHLG SHLG SHLG SHLG SHLG SITG
<—
<—
<—
<—
<"-
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N CSVIX
HHL T<X NVL CSL SHLG ptSn: Ktt
Estimate 0,107 0,235 0,060 0,408 0,138 0,954
|Ua phan tich S.E.
0,031 0,039 0,037 0,058 0,036 0,085 Irtn AMC
C R . 3,494 6,007 1,636 7,056 3,788 11,275 Scija nho
P
*** ***
0,042
*** ***
***
Tl tac gia.
Gia thuye't Duoc c h i p nhan Duoc cha'p nhan Duoc chap nhan Duoc chap nhan Duoc chap nhan Duoc cha'p nhan
64 Nghien ciiu Kinh Ies68(483) - Thing 8/2018
UTng dung mo hinh SEM .
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NguSn: Ke't qua phSn [I'ch trSn AMOS cua nhom tac gia.' Ket qua p h a n tich cho th^'y yeu to' cd sh
vat chat eung co tae dong dang ke t6i su h a i long eiia khach hang. Trong eac nghien ei3u ve ehat lUdng dich vu, yeu to' cd sh vat chslt gom dia diem, t r a n g thiet hi, may, moc...
luon dUde dat len h a n g d i u , bSi day la cac ye'u to CO a n h hudng Idn tdi h ^ n h vi m u a sdm cua khaeh hang, tii do se tae dong p h a n nao t6i sU hai long eiia khaeh h a n g khi ho den v6i sigu thi. Ve thuc te, eae sieu thi k i n h doanh tdng hdp cang dUdc dat h nhiing vi tri t h u a n ldi, d i tim se tao di^u ki$n cho nhieu khaeh hang biet den, tao cd hoi cho ho mua sim va CO xu hu6ng quay lai nhieu hdn. Ben canh do, khac vdi cac ciia h a n g tien ldi eo dien tieh chat hep, nen khach h a n g ciing k h a hai long v6i dien tich rong rai, sang siia, khu vUc bao
quan do cho khach to't. Hdn niia, trong cac mo hinh ban le hien dai n h u sieu thi ehuyen doanh, sieu thi kinh doanh tdng hdp hay cfia h a n g tien ldi.. t h i n h a n vien hay ngUcli ban h a n g thudng it eo m a t h eac gian hang, vi vay cac gian hang, q u i y h a n g phai dUdc trUng bay mpt each khoa hoe, eo kha nang loi euo'n ngucii mua. Hdn nQa, viec sap xep, trung bay, bo' tn' mat bang phii hdp se giup kich thich khach hang mua sSm nhieu hdn va eo hiing t h u mua hang hdn. Dieu do se gop phan khong nho vao viee t a n g doanh thu, toi Uu hoa hieu qua khong gian ban hang eua sieu thi. Vi v^y nha quan ly c^n co ke hoach luu y den cd sh v|it cha't tai sieu thi nhU: cai thien khong gian, he tho'ng a n h sang, am nhac; bo' tri sap xep va t r a n g tri quay ke hdp ly... de
•j;^{;;^n7iiuKinhIi's6'8(483)- Thing8/2018 6 5
ITng dung mo hinh SEM ,
nang cao chilt lUdng dich vu hu6ng tdi sU hai long va trung t h a n h cua khach hang.
Do'i vdi ke't qua p h a n tieh SEM ve eha't lUdng dieh vu b a n le va sU hai long cua khach hang, ben eanh yeu to' cd sd vat chlit thi ye'u to' n h a n vien ciing tac dong tich cUc tdi sU hai long ciia khaeh hang. Titc la khi sieu thi cang cai thi$n ye'u to' n h a n vien phuc vu tai sieu thi thi sU h a i long cua khach hang se tang len. Mac dii trong eae mo hinh ban le hien dai, xu hudng cua khaeh hang la tU phue vu va tU lUa chon h a n g hda theo thong tin da c6 sSn d q u i y ke. Tuy nhien, de giiip khach hang t h u a n tien hdn trong viec lUa chon hang hda, ho trd khaeh h a n g dUa ra eae quyet dinh mua hang p h u hdp thi vSn c4n co su ho trd eua n h a n vien b a n hang tai sieu thi. Ben eanh do'i tUdng n h a n vien ban hang sieu thi, nhan vien t h u ngan eiing dong vai trd quan trong la bp m a t ciia sieu thi, dac biet vdi hinh thiic cxia hang tU ehon nhU sieu thi kinh doanh tdng hdp. Mot n h a n vien t h u ngan nhanh nhen, niem nd, ehinh xac, co kie'n thiic va the hien sU quan t a m de'n khaeh hang se giiip sieu thi cd an tUdng tot, mang lai sU hai long eho hp khi den m u a s l m tai sieu thi.
Ngoai ra, yeu to' hang hda lai c d s U tac dong dang ke vdi sU hai long. Bdi khach hang de'n mua sam tai sieu thi, ngoai yeu to' ed sd vat cha't tai sieu thi, ehinh sach sieu thi... thi ye'u to' hang hda ddng vai trd quyet dinh hdn ea. Mot sieu thi vdi su da dang hang hda, chiing loai, cac mat hang thiet yeii luon day du... se lam eho khach h a n g ed xu hudng quay lai tieu diing. Ben canh dd, yeu to'hang hda ra't quan trong trong eha't lUdng dich vu do tai ViSt Nam, nhiing quy dinh ve hang hda dUde trinh bay ra't d4y du va chi tiet trong quy che sieu thi, t r u n g t a m thUdng mai cua Bp Cong thUdng. Vdi tiing hang sieu thi kinh doanh tong hdp khac nhau, cae tieu ehuan ve danh muc h a n g hda cung khae nhau. Cu the vdi sieu thi kinh doanh tdng hdp hang 1, danh muc hang hda kinh doanh phai tii 20.000 ten hang trd len, dd'i vdi sieu
thi kinh doanh tdng hdp h a n g 2, d a n h muc h a n g hda kinh doanh phai tii 10.000 ten hang trd len va doi vdi sieu t h i h a n g 3, danh muc hang hda k i n h doanh p h a i tut 4.000 tgn h a n g trd len. Wi vay, muon giii chan khach hang n h a quan ly sieu thi n e n luu y ve yeu to' hang hda, luon dam bao eae h a n g hda thiet yeu dSy du, da dang, cd gia ca niem yet ro rang....
Nhu vay, vi§c cai thi§n eha't lUdng dich vu ban le se lam gia t a n g sU h a i long cua khach hang. Khaeh h a n g se t r u n g t h a n h vdi sieu thi khi hp thda m a n vdi dich vu va hang hda ma sieu thi cung ca'p.
6 . K e t l u a n
Nghien cViu n a y cho tha'y t h a n g do chSit lUdng dieh v u b a n le - RSQS (Dabholkar, 1996) dUdc ling dung tai My va Chau Au cd the dUde iing dung tai cac nUdc khac va Viet Nam. Dong thdi t h a n g do MLH eiia Mehta va eong sU (2000) ra't p h u hdp d^ nghien ciiu tai Viet Nam. Tuy nhien, de phii hdp vdi dieu kien va thUc t r a n g cac sieu thi kinh doanh tdng hdp tai Viet N a m , nhdm tac gia da cd sii dieu chinh, bd sung t h a n g do cha't lUdng dich vu b a n le. K6't q u a p h a n tieh eho thSiy md hinh cha't lUdng dich v u b a n le tai cac sieu thi kinh doanh tdng hdp gom 5 t h a n h p h i n : ed sd vat eh^t, h a n g hda, n h a n vien, sU tin cay va chinh sach siSu thi la p h u hdp. Ke't qua p h a n tieh md h i n h SEM da cho tha'y 4 yd'u to cua cha't lUdng dieh vu b a n le cd tac dpng tich cue tdi sU h a i long cua k h a c h hang.
Tiic la khi eae sieu thi q u a n t a m va n a n g cao eac yeu td ciia chat lUdng dich vu thi se lam tang miic do h a i Idng cua k h a c h hang. Khaeh hang Cling se cd xu hudng gia t a n g Idng t r u n g t h a n h minh t a i cae sieu thi k i n h doanh tdng hdp khi ho thda m a n vdi dich v u va h a n g hda tai dd.
N h u vay, cac sieu t h i k i n h doanh tdng hdp mud'n ton tai va p h a t tri^n trong thi tnidng ban le hien nay, cac n h a q u a n tri phai hoach dinh cae chien lUdc p h u hdp de chiem linh thi trudng npi dia, giii dUde long tin eua ngudi tieu dung. Mpt trong nhiing yeu to' eae tac
66 Nghien ciiu Kinh tSsS 8(483) - Thing 8/2018
UTng dung mo hinh SEM
d d n g q u a n t r p n g t d i s i i h a i l o n g v a t r u n g t h a n h e u a k h a e h h a n g c h i n h l a n h a n v i e n s i e u t h i .
D e c a i t h i e n c h a ' t l u p n g d i c h v u b a n l e t h o n g q u a ye'u t o ' n h a n v i e n , c a c s i e u t h i k i n h d o a n h t d n g h d p n e n t h U e h i e n m p t so' g i a i p h a p s a u : d a d a n g h d a c a e e h U d n g t r i n h v a p h u d n g p h a p d a o t a o e h o n h a n v i e n s i e u t h i , t a o d o n g lUc c h o n h a n v i e n s i e u t h i V e cd sd v a t cha!t, e a e s i e u t h i e i n d i u tU p h a t t r i e i i m a n g l u d i p h i i h d p , c a n t a p t r u n g c u n g e d ' e d sd v a t c h a ' t c u a s i e u t h i , l a m m d i k h d n g g i a n s i e u t h i n h a m t a o e h o k h a c h h a n g c a m t h o a i m a i k h i m u a s a m t a i s i e u t h i . B e n e a n h d d , cac s i e u t h i c i n k h d n g n g i i n g d a d a n g h d a s a n p h a m , n g a n h h a n g , n a n g c a o c h a ' t l U d n g h a n g h d a . D a e b i e t , t r o n g c h i e n lUde m a r k e t i n g , e a c n h a q u a n t r i n e n q u a n t a m h d n t d i c h i n h s a e h k h u y e ' n m a i , c a c c h i n h s a c h c h a m s d c k h a e h h a n g , v a n c h u y e n h a n g h d a n e n h n h h o a t v a d a d a n g h d n . / .
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Ngay nhan bai: 8-6-2018 Ngay duyet dang: 10-7-2018
Nghien ciiu Kinh tS'sS 8(483) - Thing 8/2013 67
