V I 1 ^
KINHTfYEU TO CHUYEN GIAO CUA HO^T D Q N G NHU^gfNG QUYEN THU^ONG MAI TRONG LINH V^TC AN UONG - GIAI KHAT:
TRU^6NG HOP NGHIEN CUtJ TAI VIET NAM
Ngay nhjin bai: 21/01/2015 Ngaynhan lai: 21/02/2015 Ngay duygt dang: 19/05/2015
Nguyen Khdnh Trung'
Kit qud hogt dpng kinh doanh ciia cdc cira hdng nhuong quyen thuang mai chiu dnh hudng bdi rdi nhiiu nhdn td: chuyen giao, tiep nhgn, yeu to quan he vd yeu to moi trudng. Bdi nghien cuu ndy nham muc dich ldm ro nhung yeu to ndo va bang cdch ndo md nhdn to chuyen giao cd the tdc dgng den kit qua hogt dong kinh doanh cita cdc cira hdng nhu<;mg quyin. Theo nhom tdc gid, nhom nhdn to chuyin giao gom cd mo hinh kinh doanh, cdc khodn phi trong hogt dong nhuong quyen bao gom phi nhugng quyin vd phi van hdnh, su ho trg hogf dong lie nha nhugng quyin. Bdng phuong phdp plidn tich nhdn to khdng dinh (CFAJ vd mo hinh cdu true cdn bdng tuyen tinh (SEM), tdc gid nhdn thdy nhdn to su hd tra co dnh hudng rdi quan trgng trong yiu to chuyen giao den ket qud liogl dgng kinh doanh. Ddy chinh Id diem mdi trong viec nghien cuu nhugng quyen thuong mai trong ITnh v\rc dn uong gidi khdt tgi Viet Nam ndi rieng vd cdc nudc Dong Nam A ndi cluing.
Tie khda: Yiu to chuyen giao, nhugng quyen thuang mai, md hinh kinh doanh, su ho tro, kel qud hogt dgng kinh doanh.
ABSTRACT
Business result of ihe franchise outlets in food and beverage industry is influenced by many factors including transfer, receipt, relation quality and environment one. This study aims to clarify which and how the transfer factors could influence business resuh offi-anchise outlets. According to the authors, transfer factors include business model, fees in franchising including franchise fees and operating costs, operational support from the franchisor By using the Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM), the researchers recognize that the operational support from the franchisor is the most important factor which has influenced the business performance of outlets in transfer factors. This is a neM'point in the study of the franchise in the field of beverages, in Vietnam in particular and in Southeast Asia in general
Keywords: transfer factor, franchise, business model, operational support, business result
1. Gidi thieu
Ngay nay, md hinh nhugng quyen thuong mai da md rgng boat dgng tren th6 gidi vdi rSt nhi^u nganh nghS, ITnh virc khac nhau.
thu hut hang chuc trieu lao dgng lam viec trong he thong. Ho^t dgng kinh doanh nhugng quy§n tren toan the gidi dang ngay cang trd nen sdi ddng, dong gop mdt each dang \d vao thu nhap cua m6i qudc gia, dac biet, trong b6i canh khung hoang nhu hien nay, hinh thuc nay vln phat huy cac tac dung cho cac n^n kinh xk TS, Tnrong Dai hoc Kinh t^ - LuSt Dai hgc Ouoc Gia TP.HCM.
qua that la rat cd y nghia. Trong nhOng nganh kinh doanh phd bien nhat bang hinh thiic nhugng quyen thuong mai thi linh vuc an uong, giai khat chiem mdt ty trgng ldn vugt trdi so vdi nhirng ITnh vuc khac ve doanh so, lgi nliuan va luc lugng lao ddng. Theo www.entrepreneur.com nam 2012, tai Hoa Ky cd 6/10 thuong hieu manh nhat thudc ve ITnh vuc an udng - giai khat va cd 4/10 thuang hieu cung thudc ITnh vuc nay manh nhat tren toan c4u. Tai Viet Nam, theo Bg Cdng thuang, din
TAP CHI KHOA HOC TRUONG DAI HOC MO TP.HCM - SO 3 (42) 2015
'^0
nay cd khoang 90 thuang vu ve nhugiig quyen thuong mai, trong khi cac nudc nhu Singapore.
Indonesia... trung binh tren 400 thuang vu, cdn Philippines len tdi 1.200. Viet Nam cd khoang 200 h8 thdng nhugng quySn thuong mai (NQTM) dang boat ddng. trong dd ph4n ldn la cac thuang hieu nudc ngoai hoat ddng trong ITnh vuc an udng - giai khat nhu KFC.
Lotteria, Pizza Hut,... Mgt sd doanh nghiep Viet Nam cung da ap dung hinh thuc nay va budc dSu gay dugc tidng vang nhu: Ca phe Trung Nguyen, Phd 24,... Thyc tifin cho th^y su phat trien ctia chuoi cua hang nhugng quyfin suy cho ciJng se phu thudc rk ldn dfin ket qua hoat ddng cua timg cua hang trong chudi do. Ddi vdi mdi cua hang, kfit qua hoat ddng phu thudc vao rat nhifiu yfiu td nhu cac yfiu td chuyen giao, cac yeu td tifip nhan, cac yeu td quan he va cac yfiu td thudc vfi mdi trudng. Mac du tat ca cac nhdm yfiu td nay dfiu the hien vai trd anh hudng cua nd trong hoat dgng cua cua hang nhung chung tdi dac bifit quan tam dfin vai tro ctia yeu to chuyen giao vi dd la toan bg cac yeu to ngan han dugc chuyen tu nha nhugng quyen cho nha nhan quyen tu luc khdi nghiep. Yeu td chuyen giao gom: mo hinh kinh doanh, cac khoan phi va su hd trg.
Do vay, bang phuong phap nghifin cuu ctia minh, chung tdi mudn lam rd vai trd ciia yeu td chuyen giao, ttr dd dua ra nhiing nhan xet, ket luan ve su anh hudng ciia nhdm yeu to nay den kfit qua hoat dgng cua cua hang nhugng quyen thuong mai trong ITnh vuc an udng giai khat.
Day thuc sy la nhung cau hdi rat can dugc tra ldi va cQng la muc tifiu cua nha nghien cuu mudn thuc hien trong de tai nay.
2. Co'sd ly thuyet va mo hinh nghien cmi He thdng chuyen giao trong hoat dgng NQTM la cac giao thuc va qua trinh nhugng quyfin kinh doanh tir nha nhugng quyen cho cac nha nhan quyfin. la mgt phan trong thoa thuan NQTM dugc ky kfit giua hai ben. Cac he thdng chuyen giao NQTM dugc xac dinh theo nhifiu each. Theo thdng le qudc te, NQTM la mgt boat ddng thuang mai, trong dd, ben nhugng quyen se chuyen "san pham nhugng quyen" hay cdn ggi la "'cac yeu td chuyen giao" cho bfin nhan quyen. Theo do, yeu td chuyen giao (Nguyfin Khanh Trung va cgng su, 2013) bao gdm toan bd cac yeu to ngan han
dugc chuyen tu nha nhugng quyen cho nha nhan quyfin tu luc khdi nghiep. Trong qud trinh nghien cuu, nliom tac gia xac dinh cac yfiu td chuyen giao la mgt khai nifim da hudng bao gdm 3 thanh phan: mo hinh kinh doanh, cac khoan phi va su hd trg.
Md hinh kinh doanh la su md ta each thuc bfin nliugng quyfin tao ra san pham hay dich vu, phan phdi chung va thu dugc cac gia tri (kinh tfi, xa hdi hay hinh thuc nao khac cua gia tri) (Nguyfin Khanh Trung va cdng sy, 2013). Theo dd, Md hinh kinh doanh bao gdm:
Thli' nhat, co sd vat chat la toan bg nhQng yeu td hihi hinh nhu mau sac, trung bay, each trang tri ciia hang, ddng phuc nhan vien, v.v. ma ben nhugng quyen chuyen nhugng cho ben nhan quyen. Thu hai, kha nang quan ly tai chinh ia each thuc quan ly ngudn vdn. sd sach ke toan. v.v. Thu ba, thuong hieu dugc hieu la ten cua hang cung nhu nhung hinh anh lien quan den thuang hieu trong suy nghT cua ngudi tieu dung va dieu nay nhu ldi khang dinh ve chat lugng san pham.
Thu tu. san pham: cac san pham. dich vu ben nhan quyen se cung cap cho khach hang.
Cac khoan phi la tat ca cac khoan tien ma ben nhan quyen phai tra cho nha nhugng quyen (Nguyen Khanh Trung va cgng su, 2013; Sidney J.Feltenstein, 2001). Trong thuc te. cac khoan phi nay bao gom: thu nhat, phi nhugng quyen dugc hieu la khoan phi cd djnh ma ben nhan quyen phai tra cho nha nhugng quyen khi ki ket hgp ddng, day con dugc xem la khoan phi gia nhap he thong; Thu hai, phi van hanh !a khoan phi ma ben nh^n quyen phai tra cho nha nhugng quyen trong mgt khoang thdi gian (moi tuan hoac hang thang) dfi duy tri hoat dgng ciia minh.
Su ho trg dugc hieu la su gitip dd cua ben nhugng quyen danh cho ben nhan quyfin trong qua trinh thanh lap va difiu hanh hoat dgng cua hang nhugng quyen (Nguyen Khanh Trung va cgng su, 2013; Sidney J.Feltenstein, 2001). Cu the: sy ho trg quan ly (nhiJng chuang trinh dao tao cua nha nhugng quyfin cho bfin nhan quyfin dfi co each thuc difiu hanh t6t han), sy hd trg marketing (cac chuang trinli marketing tong the dugc nha nhugng quyfin dfi xuat cho su phat trien cua toan he thdng) va su ho trg tai chinh (nhung giiip dd vfi vfin cho ben
KINHT^
nhan quyfin khi cd su thifiu hyt v6n_kinh doanh nhu cac khoan bao lanh vay tien, khat ng, .v.v.).
Kfit qua hoat dgng cua mgt to chiic la mgt chi tifiu mang tinh tdng hgp (Cavusgil &
Zou, 1994), do vay, kfit qua kinh doanh cua mdt doanh nghifip cd thfi do ludng thdng qua cac sd lieu djnh lugng nhu: doanh thu, lgi nhuan, thi phSn, v.v. Ngoai ra, chi tieu nay con dugc do ludng bSng cac kfit qua thuc thi chifin lugc ciia td chuc nhu vific md rdng thi trudng, dat dugc vi tri viing chac d thi trudng, hay don gian la muc do quan tam cua thi trudng, ngudi tifiu dimg ddi vdi san pham cua doanh nghifip (Craig Jtilian & Aron O'cass, 2003). Trong ITnh vyc an uong giai khat, viec do ludng kfit qua hoat dgng cua cua hang cd the thdng qua doanh sd, lgi nhuan, hoac dya vao ly thuyfit banh vi ciia doanh nghiep (Thg &Trang, 2010 trich ti!r Cyer & March, 1992,) cd thfi thdng qua hanh vi, thai do cua doanh nghiep ddi vdi ITnh vyc hoat ddng cua hg. Ngoai ra, de thu thap cac so lieu VQ doanh so, chi phi ho^t dong hay Igi nhuan cua ciia h^g khong hfi don gian vi doi tugng mau khao sat thong thudng phai la chu cira hang, day la doi tugng khdng dfi dang tifip can. Mat khac, viec ngudi phong van dat cac cau hdi lifin quan dfin cac van dfi ve doanh so, lgi nhu|n, sd lugng khach hang, .v.v thudng khien hg khdng cam thay an tam (vi sg Id bl mat, sg doi thii canh tranh, .v.v) nfin
thudng lang tranh hoac cutig cSp cac thdng tin chua chinh xac. Do vgy, dfi do ludng hieu qua boat dgng cua ctra hang NQTM, nha nghien cuu de xuat each do ludng gian tifip thong qua cac gia tri khac nhu sau: Trudc hfit, dd chinh la y kien true tifip ctia doi tugng phdng vkn vfi hieu qua hoat dgng kinh doanh ctia hg, ciing nhu su hai ldng cua hg ve viec tham gia dieu hanh cua hang. Vi chi khi hg cho rSng cua hang dang thyc sy hoat ddng tdt cd nghia la hg dat dugc ky vgng ve doanh thu, Igi nhuan tir hoat ddng ciia cira hang. Thu hai, thdng qua sy tdn tai cua nd: Neu mdt ctra hang nhugng quyfin kinh doanh hifiu qua, hg se tdn tai theo thdi gian (1 nam, 2 nam rdi 3 nam, tham chi la lau hon the), su tdn tai ay la mdt minh chung cho thay hieu qua vfi doanh sd, chi phi, lgi nhuan cua chinh ban than cua hang ay. Kfit qua boat ddng tot se giiip hg ty tin hon trong vific nhiet tinh gidi thifiu hinh thiic nay cho cac ddi tugng mudn tham gia. Ket qua ciia boat dgng nay chinh la sy nhan rdng ciia cac he thdng NQTM hay ndi each khac la su gia tang cac ctra hang nhugng quyfin lai chinh la bifiu hifin cho hifiu qua hoat ddng ciia timg ciia hang nhugng quyen trong he thdng ay.
Thdng qua co sd ly thuyet dugc xay dyng trfin, nhdm tac gia dua ra md hinh nghifin ciiu cu thfi nhu sau:
Yeu to chuyfin giao
Ket qua hoat dgng cua cua hang NQTM
Hinh 1. Mo hinh nghien ciru 3. Phu-ong phap nghifin ciru
Nghifin cuu dugc thuc liien thong qua hai budc: so bg va chinh thiic. Ddi tugng nghifin ciiu la cac ciia hang nhugng quyfin thuong mai trong ITnh vuc an udng - giai khat.
Nghien ciru sa bp su dung phuong phap dinh tinh, bao gdm: nghien ciiu tai lieu thii ckp, thao luan vdi chuyen gia va quan ly cap cao cua cac ciia hang nhugng quyen thuong mai.
Nghien ahi tdi lieu thu cdp dugc tien hanh bing vific lugc khao cac ly thuyet vfi nhugng quyfin thuong mai va hieu qua hoat dong cua cac ciia hang nhugng quyfin thuang mai tii sach, giao trinh, bdo chi, internet, cac tap chi khoa hgc chuyfin nganh trong va ngoai ntrdc. Thdo lugn vai chuyen gio dugc thuc hien thdng qua ky thuat nhdng vin sau (indepth interview) vdi
TAP CHf KHOA HOC TRUONG OAI HOC MO TP.HCM - s 6 3 (42) 2015
* - C B *
c/*«''''
cac chuyen gia trong ITnh vyc nhugng quyfin thuong mai. Thdo ludn nhdm tap trung (focus group) vdi 10 quan ly cap cao cua cac cira hang nhugng quyfin thuong mai. Muc dich chii yfiu cua budc nghifin ciiu nay la nham kham pha, difiu chinh va bd sung cac thang do phan anh yeu td chuyfin giao va hifiu qua hoat ddng cua cac cua hang nhugng quyfin thucmg mai.
Can Cli vao kfit qua nghifin cuu tai lieu thli cap va qua trinh thao luan vdi chuyfin gia, quan ly cap cao ciia cac cua hang nhugng quyen thuong mai; khai nifim yfiu td chuyen giao dugc xay dung la mdt khai niem da hudng bao gdm 3 thanh phan: mo hinh kinh doanh, cac khoan phi va sy hd trg. Thanh phan md ilinh kinh doanh dugc do Iudng bang 5 bifin quan sat; thanh phan cac khoan phi dugc do ludng bang 3 bifin quan sat, thanh phan sy hd trg dugc do ludng bang 4 bien quan sat.
Ddi vdi thanh phan hifiu qua boat dgng, dua vao ly thuyfit hanh vi cua doanh nghifip (Cyer
& March 1992, trich ttr Thg & Trang 2010) se dugc do Iudng bang 3 bifin quan sat. Tat ca cac bifin quan sat dfiu dugc do ludng bang thang do Likert 5 difim (tir 1: hoan toan khong dong y den 5: hoan toan ddng y).
Sau do, chiing tdi tifin hanh hdi y kien 10 quan Iy cap cao ciia cac cua hang nhugng quyfin thuong mai mgt lan nira VQ ndi dung va hinh thiic ciia cac phat bifiu (cac cau hdi) trong thang do nhap de hoan chinh thang do chinh thuc su dung trong nghifin cuu dinh lugng.
Trong dd, danh gia ve hinh thiic la kiem tra miic do phii hgp vfi mat tir ngu, cu phap dugc sii dung trong cac phat bifiu nham dam bao tinh thdng nhdt, ro rang va khdng gay nham lan cho dap vifin khi dugc phdng van.
Nghien ciru chinh thirc su dung phuang phap dinh iugng.
Du lieu dugc thu thap bang each phong vdn true tiep ddi tugng la quan ly cap cao cua cac cua hang nhugng quyen thuang mai trong ITnh vuc an udng - giai khat d Viet Nam thdng qua bang cau hdi vdi phuang phap chgn mau nglu nhien phan tang theo 3 khu vuc la mifin B5c, mien Trung va mien Nam. Do phuang phap phan tich dii lieu chinli dugc sii dung cho nghifin cuu nay la phan tich trfin md hinh cau true tuyfin tinh (SEM) nfin dfi dat udc lugng tin cay cho phuang phap nay, mau thudng phai cd
kich thudc Idn. Kinh nghifim tii cac nghien ciiu SLT dung md hinh phan tich cau tnic tuyen tinh (SEM) thi kich thudc mau nghifin ciiu thudng tir 300 - 500 (Dung & Trang, 2007). Dfi dat kich thudc mau nay, 400 bang cau hdi dugc phat ra va sd bang cau hoi thu hoi la 367, dat ty lfi 91,75%. Sau khi thu hdi, cd 24 bang cau hdi khdng hgp le do thifiu thdng tin nfin bi loai. Vi vay, kich thudc mau cudi ciing diing dfi xu ly va phan ti'ch la n = 343.
DO' lieu thu thap dugc tii' 343 bang cau hdi tuong iing vdi 343 cua hang nhugng quyfin thuang mai dugc khao sat dugc nhap va xii ly trfin phan mem SPSS. AMOS vdi viec sii dung cac ky thuat phan tich nhu: thdng ke mo ta, kifim dinh do tin cay thang do bang he sd Cronbach's alpha, phan tich nhan to kham pha (EFA), phan ti'ch nhan td khang dinh (CFA) va phan tich md hinh cau tnic tuyfin tinh (SEM) d^ kifim dinh mo hinh nghifin ciiu.
4. Ket qua nghien ciru Dac diem mau dieu tra
Trong 343 cua hang kinh doanh theo hinh thiic nhugng quyen thuang mai dugc khao sat, cac ciia hang thudc he thong Lotteria chiem so lugng cao nhat vdi 103 mau (chiem 30%), tifip dd la KFC vdi 47 mau (13.7%), Trung Nguyen vdi 34 mau (9.9%), Pizza Hut vdi 28 mau (8.2%), Phd 24 vdi 24 m^u (7%).
Tous Les Jous 13 mau (3.8%), Coffe Bean &
Tea Leaf vdi 7 mau (2%), cac he thong con lai dfiu khao sat vdi sd lugng it (<10 mau). Ddi vdi hinh thiic nhugng quyfin. cac cua hang do nha nhugng quyen xay dyng chifim da phan, vdi ty lfi tuong iing la 68.5%; 31.5% con lai la theo hgp dong nhugng quyen.
Kfit qua kifim dinh thang do Kfit qua phan tich he so tin cay Cronbach^s alpha
Cac thang do dat do tin cay va dugc sir dung trong budc phan tich EFA khi he sd Cronbach's alpha cua cac thang do ldn han 0.6 va he sd tuong quan bien tdng ciia cac thang do [dn han 0,3 (Nunnally & Bernstein 1994, trich tir Giao etal. 2012).
Kit qud Cronbach 's alpha cua cdc thang do nhir sau:
Thang do mo hinh kinh doanh: he sd Cronbach's alpha bang 0.460 va cac he sd tuang quan bifin tong cua cac bifin quan sat
KINH TE
.1
khdng dat yfiu cSu l4n lugt la MHI, MH2, MH4, MH5 (0.139; 0.253; 0.270; 0.226). LSn lugt Ioai cac bifin va chay lai phan tich he so tin cay Cronbach's alpha theo nguyen tac:
nhiing bifin cd he so tuong quan bifin tong thap nhit va khdng d^t yeu ciu se bi loai ra dfi phan tich. Kfit qua phan tich Cronbach's Alpha lin 2 (sau khi loai bifin MHI), l4n 3 (sau khi loai bifin MHI, MH5) vln chua dat yfiu ciu vfi he sfi Cronbach's Alpha, din lin 4 (sau khi loai bifin M H I , MH5, MH4) mdi dat yfiu clu khi he sd Cronbach's alpha dat gia tri 0.709 va he sd tuong quan bien tdng ciia cac bifin (MH2, MH3) dfiu ldn hon 0.3.
Thang do cdc khodn phi. he s6 Cronbach's
alpha bang 0.7J9 va he so tuang quan bifin tdng cua cac bien quan sat dfiu ldn hon 0.3 nen cac bifin (jtian sat trong thang do nay dugc giii nguyfin de thyc hifin EFA.
Thang do su hd trgt: he so Cronbach's alpha bang 0.888 va he sd tuong quan bifin tong cLia cac bifin quan sat dfiu Idn hon 0.3 nfin cac bifin (juan sdt trong thang do nay dugc giii nguyen dfi thyc hifin EFA.
Thang do hieu qud hogt dgng: he sd Cronbach's alpha bang 0.652 va he sd tuong quan bifin tdng cua cac bien quan sat deu ldn hon 0.3 nfin cac bien quan sat trong thang do nay dugc giQ: nguyfin dfi thyc hifin EFA.
Bang 1. Ket qua kiim dinh Cronbach^s alpha (lan cuoi) cac thang do STT
1 2 3 4
Thang do Mo hinh kinh doanh Cac Idioan phi Su h6 trcr Ket qua hoat dong
So bi^n quan sat 2 3 4 3
Cronbach's alpha 0.709 0.719 O.gSS 0.652
He so tirong q u a n bien tong nho nhat 0.549
0.465 0.551 0.429 Ngudn: Kit qua xir ly tie so hiu dieu tra
Ket qua phan tich EFA
Ket qua phan tich EFA cho thang do cac thanh phin cua yeu td chuyfin giao cho thay: he so KMO = 0.869 (>0.5) nen thda man difiu kifin, dong thdi Sig. cua kifim dinh Bartlett rit nhd nfin phan tich nhan t6 kham pha la thich hgp cho dii lieu thyc tfi. Bfin canh dd, tdng phuang sai trich = 63.266% > 50% nfin cung thda man difiu kifin nfiu d trfin.
Ket qua phan tich EFA ciing cho thay, cd 3 nhan td dugc nit trich ra vdi cac bifin quan sat dfiu cd he sd tai nhan to >0.5. Nhu vay, cd 3 nhan td (9 bifin quan sat) dai difin cho yfiu td chuyfin giao anh hudng dfin hieu qua hoat ddng cCia cac ciia hang NQTM trong ITnh vuc an uong giai khat d Viet Nam bao gdm: Md hinh kinh doanh, Cac khoan phi, Sy ho trg.
Bang 2. Bang t6ng hop cac nhan td sau khi phan tich EFA STT
1 2
3
Nhan td Mo hinh kinh
doanh Cac khoan phi
Sy hd trg
Bien quan sat Q35, Q36 Q39, Q40, Q41
Q42, Q43, Q44, Q45
Dien glai
Vific bfin nhan quyfin duy tri md hinh kinh doanh ma nha nhugng quyfin chuyfin giao
Bao gdm phi nhugng quyfin va phi van hanh ma ben nhan quyfin phai tra cho nha nhugng quyfin NhiJng hd trg ciia nha nhugng quyfin dfi giup bfin nhan quyfin bat diu va duy tri dugc hoat dgng ban hang cua minh mgt each chuyen nghifp va dn dinh lau dai (khai truang, quang ba, nhan su, quy trinh, von...). Day la nhiing hd trg mang tinh chit ngSn han va dai ban.
TAP CHi KHOA HOC TRUONG OAI HOC MO TP.HCM - SO 3 (42) 2016
Ddi vdi thang do hifiu qua hoat ddng ciia cac ciia hang nhugng quyfin thuong mai, kfit qua phan tich EFA cho thay: he s6 KMO=0.653, kifim dinh Bartlett cd y nghTa thdng kfi vdi Sig=0.000, phuong sai trich dugc
la 59.289%; d6ng thdi tit ca cac he so tai nhan td dfiu trfin 0.7. Nhu vay, sau khi phan tich nlian tfi, ta cd md hinh hifiu chinh dugc trinh bay d Hinh 2 nhu sau:
Ket qua hoat ddng cda cira hang NQTM
Hinh 2. Mo hinh nghien ciru hieu chinh Ket qua phan tich CFA
Phan tich nhan to khang dinh (CFA) dugc thyc hifin vdi 12 bifin quan sat. Tir ket qua phan tich EFA cd 3 nhan td dugc riit ra ddi vdi thang do yfiu td chuyen giao va 1 nhan to dugc nit ra ddi vdi thang do hifiu qua boat ddng cua cac cira hang nhugng quyen thuong mai. Cac nhan td nay tao ra cac nhdm thang do tuong iing tao thanh md hinh do ludng cac
khai niem va dugc dua vao phan tich CFA de xem xet sy phii hgp ciia md hinh vdi dii lifiu thi trudng.
Kfit qua phan tich CFA (Hinh 3) nhu sau: gia tri TLI - 0.964 > 0.9; CFI = 0.974 > 0.9 (Bentler & Bonett.1980); CMIN/df^2.007<3 (Can-nines & Mclver, 1981);
RMSEA-0.054<0.08 (Steiger, 1990); nfin mo hinh dat do tuong thich vdi dir lieu thi trudng.
Cii-s<iaa-e=96 341 P= 0 Chi-squore'dt = 2 ZD7 GFI= 956 Tl,! = 9^i CFI "
RMSEA= ,054
Hinh 3. Ket qua CFA mo hinh nghien ciru
KINHTf
J
Kfit qua kiem dinh mo hinh nghien ciru Sau khi phan tich nhan t6 khang dinh CFA, md hinh ciu tnic tuyfin tinh SEM dugc sir dung nhim xac dinh cac nhan td anh hudng va miic do anh hudng ciia timg nhan td den hifiu qua hoat dgng ciia cac cua hang nhugng
quyfin thuang mai.
Kfit qua SEM dugc thfi hifin d Hinh 4:
CMIN/df =2.423 (<3); TLI =0.949 (>0.9); CFI
=0.962 (>0.9); RMSEA =0.064 (<0.08). Difiu nay chiing td md hinh dat dugc dg tuang thich vdi dii lieu thi trudng.
CM-squor*= 118 70S . P= .000 , Chi-»nuBre/df = Z-423 . GF1= .943 , TLI = 949 : CFI = 962
RMSEA= 064
^ @» ^
1 Q61 I I Q60 I I Q59
Hinh 4. Ket qua SEM mo hinh nghien ciru
Bang 3. K^t qua kiem dinh mdi quan he nhan qua giira cac khai niem trong mo hinh Moi quan be
KET_QUA_HOAT_DONG KET_QUA_HOAT_DONG K E T Q U A H O A T D O N G
<—
<—
<—
MO HINH_KINH_DOANH CACKHOANPHI SUHOTRO
Estimate 0.064 0.284 0.308
F 0.013 0.000 0.000 Nguon: Kit qud xu ly lir so liiu dieu tra
Trong do: Estimate: gia tri udc lugng trung bmh, P: miic y nghTa.
Ket qua udc lugng cac trgng sd thfi hifin d Bang 3 deu mang dau duong va cd y nghia thdng ke (P<0.05), chung td cac thanh phin (khai nifim): Md hinh kinh doanh, Cac khoan phi, Sy ho trg dfiu tac ddng ciing chifiu dfin Hifiu qua hoat ddng cua cac cua hang nhugng quyfin thuong mai. Dieu nay cho thiy cac thang do ciia cac khai nifim trong mo hinh dat dugc tifiu chuan vfi gia tri lien he ly thuyfit.
Ngoai ra, kfit qua udc lugng ciing cho thiy miic do tac ddng ciia cac thanh phin (khai nifim)
dfin hifiu qua hoat ddng ciia cac cira hang nhugng quyfin thuong mai. Trong do. Su hd trg la yfiu td tac dgng manh nhit (0.308), kfi dfin la Cac khoan phi (0.284), va Md hinh kinh doanh la yfiu td tac ddng thip nhit (0.064). 3 thanh phin nay giai thich dugc 42.7% sy bifin thien ciia hieu qua hoat dgng cua ciia hang nhugng quyfin thuong mai.
5. Thao luan va ham y
Sau khi nghifin curu, tifin hanh thu thap va phan tich sd lieu ta thu dugc kfit qua: "md hinh kinh doanh", "cac khoan phi" va "sy hd trg" la nhirna vfiu td thudc nhdm yfiu td
TAP CHf KHOA HOC TRL/ONG DAI HOC MO TP.HCM -SO 3 (42) 2015
catnigMli Ik r 061 m\
chuyen giao cd y nghTa ddi vdi "hifiu qua boat ddng cua cac cua hang NQTM". Trong ba yfiu td thudc nhdm yfiu td chuyfin giao thi "su hd trg" cd y nghTa quan trgng nhat, tifip dfin la
"cac khoan phi" va "md hinh kinh doanh".
Ngoai ra, kfit qua phan tich cung cho thiy: Cac yfiu td nay deu co tac ddng cimg chifiu vdi "kfit qua hoEit ddng cua cac cira hang NQTM".
Kfit qua nghifin ciiu con cho thiy ba thanh phin "md hinh kmh doanh", "cac khoan phi" ya "sy hd trg" chi giai thich dtrgc 42.7 % su bifin thifin cua kfit qua hoat ddng ciia ciia hang nhugng quyfin thuong mai, nhu vay, cd gin 57.3
% hifiu qua hoat dgng cua cira hang chiu tac ddng ciia cac thanh phan khac ngoai md hinh ngliifin cuu. Difiu nay xay ra la do ben canh yfiu td chuyfin giao, hifiu qua hoat ddng cua cua hang cdn chiu tac ddng bdi cac yfiu td tiep nhan, yfiu td chat Iugng mdi quan he, yfiu td moi trudng va cac yfiu td khac.
Theo thdng lfi qudc te, NQTM la mgt boat dgng thuong mai, trong do, ben nhugng quyfin se chuyen "san pham nhugng quyen"
hay cdn ggi la "cac yeu td chuyen giao" cho bfin nhan quyfin. Trong de tai nay, nhirng yeu td do dugc xac dinh bao gdm: md hinh kinh doanh, cac khoan phi, sy ho trg.
Trudc hfit, trudc khi thyc hifin hoat dgng nhugng quyen, nha nhugng quyen can tim hifiu ky vfi hinh thtic kinh doanh NQTM dfi hifiu rd nhiing dac trtmg ciia mo hinh kinh doanh nay, cac yeu cau can thifit de tien hanb mdt boat ddng nhugng quyfin ve iuat phap nudc sd tai, san pham chuyen giao, trach nhifim cua cac ben khi thyc hifin hgp ddng nhugng quyfin de lam co sd xay dung hd sa nhugng quyfin phii hgp. Ddng thdi, xay dyng hd sa nhugng quyfin mdt each day du va chi tifit, trong dd nhiing yfiu to nhan dien thuong hifiu cin dugc qui dinh mgt each rd rang, chat chfi. Ben canh do, dfi kinh doanh hieu qua, trong qua trinh thuc hifin ca hai ben can tuan thu diing va kifin dinh thuc hien nhung dieu khoan da ciing ky kfit trong hgp ddng nhugng quyfin vi NQTM la hinh thiic md rdng kinh doanh vdi sy tham gia ciia nhifiu dan vi nhan quyfin, vi vay vific cam ket thuc hifin cua ca hai bfin se lam cho he thdng co sy thdng nhat ve md hinh. Day la difiu kien tifin quyfit de hinh thiic kinh doanh nay hoat ddng diing vdi
md hinh nhugng quyfin da dugc xac lap cung nhu cd thfi phat trifin, nhan rdng cac ciia hang nay dfin cac dia difim mdi ma khdng lam mat di ban sac cua he thdng.
Thli hai, kfit qua nghifin ciiu chi ra rSng:
cac khoan phi thyc su cd anh hudng dfin hifiu qua hoat dgng cua ciia hang. Do vay. nhiing chi tifit lien quan dfin cac khoan phi NQTM cin dugc thao luan va thdng nhat rd rang trong hgp ddng NQTM. Vific qui dinh rd rang cac khoan phi nay giiip cho ca hai bfin hifiu rd vfi trach nhifim tai chinh ma minh phai thuc hifin, tranh nhirng phat sinh tranh cai khdng dang cd trong qua trinh hgp tac va giiip cho ca hai bfin ma dac bifit la nha nhan quyen cd the chii dgng hon trong viec xay dung cac ke hoach tai chinh cho boat ddng kinh doanh cua minh.
Ngoai ra, dfi phat trifin he thdng nhugng quyfin bfin vung rat can cd su vimg vang vfi tai chinh, do vay su tham gia cua cac to chiic tin dung la difiu rat can dugc can nhac.
Thir ba, nghien cuu chi ra rang su ho trg ciia nha nhugng quyen cho ben nhan quyen dugc danh gia la rat can thiet va nha nhan quyen can thuc hien nhirng boat dgng hfi trg thudng xuyen de tang them mirc do hgp tac va tin tudng tir ben nhan quyen. Trudc hfit, dfi giai phap ho trg nay dugc hifiu qua, nha nhugng quyfin can xay dyng va trifin khai chifin lugc truyfin thdng toan difin trong nudc va qudc te vi truyen thong la hoat ddng vd ciing quan trgng vdi tat ca doanh nghiep thyc hifin kinh doanh ndi chung va nhung doanh nghiep kinh doanli theo hinh thuc NQTM ndi rifing. Mgt chifin lugc truyfin thong hifiu qua se giup doanh nghiep tang miic do nhan bifit thuong hieu. gia tang thiphan. gdp phin tang doanh thu toan he thong. Han nira, nha nhugng quyen can thudng xuyfin t6 chuc cac khoa huan luyen danh cho quan ly cac cua hang nhugng quyfin nham tao difiu kifin dfi ben nliugng quyfin tiep xiic nhifiu han vdi bfin nlian quyfin. Ngoai ra, can xay dung dgi ngii kifim soat hoat dgng nhugng quyfin dfi dam bao mgi vific dugc difin ra mgt each tran tru, phat hifin nhung sai pham va nhirng khd khan dfi kip thdi giiip dd hay sua chiJa. Mgt cua hang nhugng quyfin kinh doanh thit bai se anh hudng xau den toan bo he th6ng. D6ng thdi, vi vific kinh doanli khong phai luc nao cung suon
KINH TE
se, se CO nhung luc ben nhan quyen bi thieu hut ngan sach cho hoat dong kinh doanh nhu cin sua chu:a cua hang, doanh thu khong bu d i p du chi phi, v.v. Do do, can tao lap quy du phong h6 tra tai chinh nhlm h6 tra kip thai khi
bien CO xay ra. Tuy nhien, viec nay cung d l gay tam ly y lai cho ben nhan quyen, do vay, ckn CO nhung quy dinh ch^t che vk diSu kien duac ho trg, thai han hoan tra, lai suat, .v.v.
TAI LIEU THAM KHAO
Bentler, P. M. & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 55 (3), 588-606.
Carmines, E. G. & Mclver, J. P. (1981). Analyzing models with Unobserved Variables. InSocial Measurement: Current Issues, eds. Beverly Hills, CA: Sage.
Cavusgil & Zou. (1994, January). Marketing Strategy Performance Relationship: An Investigation ofthe Empirical Link in Export Market Ventures. Journal of Marketing, 58, 1- 21.
Cyert R. M. & March J. G. (1992). A Behavioral Theoiy ofthe Firm. Oxford: Basil Blackwell.
Julian, CC, O'Cass, A. Weerawardena, J. (2003). The effect of industry structure, learning and innovation on brand performance.
Nguyin Dinh Tho va Nguyen Thi Mai Trang. (2007). Nghien ciru Thl trydng, NXB Dai hoc Qu6c gia Tp. HCM.
Nguyen Khanh Trung vk cong sir. (2011). Nhihig nhdn to cdt loi dnh hu-dng den su tdn tai vd phdt trien cua he thong NQTM trong ITnh vuc dn udng - gidi khdt tai Viet Nam. 12.
Nguyin Khanh Trung va cong su. (2012). Gldi phdp phdt triin cua he thong nhuong quyin thucmg mai trong lmh vuc dn udng glal khdt tgt Viet Nam. D I tai nghien cuu cSp Dai hpc qu6c gia TP. H6 Chi Minh, thang 12 nam 2013.
Nunnally, J. C & Bernstein, I.H. (1994). Psychometric theory. New York: McGraw-Hill.
Sidney J. Feltenstein. (2001). The IFA Educational Foundation.
Steiger, J. H. (1990). Structural model evaluation and modification: An interval estimation approach Multivariate Behavioral Resaerch, 25 (2), 173-180.
Tran Thi Kim Dung va Nguyin Thi Mai Trang. (2007). Anh huang ciia van hda td chUc vd phong cdch lanh dgo den kit qud ldm viec aia nhdn vien vd long trung thdnh cua ho ddi vol td chirc De tai nghien ciiu khoa hoc cip Bo, DH Kinh t l TP. H6 Chi Minh.
2012 Global Franchise Rankings. (2013). Dugc IJy v l tir:
http://www.enh-epreneur.com/franchises/rankings/topglobal-l 15388/2012,-l.html.
Franchises. (2013). Dugc Ky v l tir:
http://www.entrepreneur.com/franchises/toptenlists/index.html.
