NGHIEN CUU
Nghien cuu van hoa kinh doanh tai cac 1^ h6i tr^n dia ban tinh Bac Ninh
Le Danh Lugng Hoc ViSn Ng^i hang- Phan vien Bac Ninh
Nguygn Phi Nga Hoc vi^n Ngan hang- Phan vifin B^c Ninh
1.6ioi thieu
Nghidn ciiu vd van hda kinh doanh (VHKD) dang la mgt ttong nhiing vdn dd quan Ugng va cdp Uiidt ddi vdi gidi doanh nhan Vidt Nam. Thuc td la ddi vdi cdc chu ttid kinh doartti (CTKD) tgi cdc Id hdi mang dac ttiu kinh doanh khde vdi cdc doanh nghidp, ttid hidn net van hda dac trung rieng tai cae le hdi ciia ngudi Vidt Nam do vay dd la vdn dd chua thye sy dugc nhidu nguW quan tam.
VHKD trong Id hdi Id todn bd cdc gid Uj van hda dugc CTKD chpn lgc, tgo ra va su dyng Uong hoat ddng kinh doanh tgl cac Id hdi tgo ndn ban sdc kinh doanh ciia chd thd dd.
Kinh doanh tai ede ii hgi ddi hdi cdc CTKD khdng chi dat muc tidu lgi nhuan len hang ddu md phdi thd hidn ndt dep van hda mang Unh tmyen thdng, Ijch sii dugc dp dyng ngay Uong ngdn ngO, hdnh vi iing XLT vdi du khdch, ttong nghd ttiuat giao tidp, Uong dgo diic kinh doanh (DDKD), gid bdn hdng hda, ngudn gdc ehdt lugng, chiing logi hdng hda cung cdp cho khdch ldm sao vira ban dugc hang vOa thd hidn vdi du khdeh net dep van hda dja phuang.
Nghidn ciiu v^ VHKD tgi cac Id hgi Uen dja bdn Unh Bdc Ninh, nhdm tdc gid tdp trung vdo cdc ndi dung 4 ndi dung: Van hda iing xii eiia chil thd kinh doanh tai edc Id hdi; Dgo diic cOa cdc chii the kinh doanh; Duy tri ndt d?p tmydn thdng; bdo vd mdi trudng. Va cdc nhdn td chii quan va khach quan anh hudng ddn VHKD tai cac Id hdi
2. Phuong phap nghien ciru
Nhdm nghien ciru sii dyng phidu dieu Ua bdng hdi cd nhdn nhdm danh gid thye trgng VHKD tgi cdc Id hgi trdn dja ban tinh Bdc Ninh. Mdu nghien ciiu bao gdm 220 chii ttid kinh doanh (CTKD), 200 cdn bg qudn ly, - 230 du khdch tham gia ttyc tidp tai mOt sd Id hdi tgi cac Id hgi ldn Id Hdi chua Phdt Tich, Hdi Lim, Hdi ddn Bd ChUa Kho, hgi ddn Dd Udn dia ban Unh Bdc Ninh.
Sau khi thu phidu vd kiem tra chung tdi Ioai bd 20 phidu CTKD khdng hgp Id va giu Iai 200 phidu, Iogi bd 30 phidu cua du khdch khdng hgp Id vd glO lgi 200 phidu. Cdc sd lieu thu duge sau qua trinh didu Ua thuc Hdn duge xii ly bdng chuong trinh SPSS ttong mdi
0 2 KINH Tt C H A U A - T H A I B I N H DLiCrNB I7/201 5)
trudng Windows, phidn ban 16.0.
Thang do: Khdng dnh hudng; 1 didm; Anh hudng:
2 didm; Rdt dnh hudng: 3 didm. Vdi ttiang didm Udn, cdch Unh didm chdnh Ideh eiia m6i thang do Id 0.67
3. Ket qua nghien ciru
3.1 Nhdn Uiiic ciia CTKD vd miic dd cdn Uiidt ciia van hda kinh doanh
Ddnh gid mdt cdch chung nhdt ddi vdi cde CTKD khi dugc hdi tai ede Id hgi ddu nhdn ttnic VHKD \k nhdn td quan ttong vd cdn thidt dd thu hiit khdch Uong didu kidn h; do egnh Uanh nhu hidn nay (DTB = 2.22).
Trong edc ydu td cdu thanh ciia VHKD, van hda ung xii dugc ngiroi bdn hdng eho Id quan Ugng nhdt (DTB
= 2.48) xdp ttiii 1. TDuy trt net d?p ttuydn ttidng eiia ik hdi (DTB = 2.35) vd bdo ve mdi ttudng (DTB = 2.16).
Tuy nhidn, vi lgi nhudn cd nhdn ndn edc CTKD cho rdng DDKD la ydu td it quan trgng nhdt Uong 4 ydu Id edu Uianh VHKD (DTB = 1.89) xdp ttni 4.
Nhu vdy CO ttid ndi ede CTKD ddu nhdn ttiuc dugc phan nao VHKD la giii vi Ui quan ttgng ddi vdi viec ttiu hut khdch. Nhung ndu clii eoi Ugng van hda Ung xii ma ehua quan tam ddn DDKD thi cac CTKD chua ttii;c sy tinh tdi ydu td phdt tridn bdn viing Uong hogt ddng Clia minh.
3.2. Vd miic do ttiyc hidn van hda kinh doanh cua chu thd kinh doanh
Qua kdt qud khdo sdt vd so sdnh vd miic dd Uiuc hidn giOa 3 ddi hjgng la CTKD, BQL vd du khdch vi VHKD cho ttiay cac CTKD Uiudng U; ddnh gid muc dd Uiuc hidn ciia minh cao hon (DTB = 1.71) so vdi BQL (DTB = 1.60) vd du khdch (DTB = 1.42).
Matsijia t& tin diiah VHKD Vfabatimgxn DJOOBC kmh doanh BiovcmSi tnriue B T B a U m
CTKD DTB IM 134 1.77 1.76 L71
1b&
bfc 1 4 7 3
»
STB 159 1.15 2.07 1.80
ue
L bfc
3 4 1 2
B a U ^ STB 1.64 1.13 1.48 1.46 U 2
-IU ble 1 4 2 3
Trong c4c n61 dung cila VHKD, CTKD tw dinh gl4 rnijc d6 Ihi^c hien van hoa ling xii 6 mirc dO t6l nhSt CDTB = 1.98) diiu n4y xuat phat til miic dO cjn thiS
ttieo hg VHKD cung giu vj Ui Uni 1. Theo danh gid ciia BQL (DTB = 1.59 ) xdp d vj tti ttiii bdc 3 va du khdeh (DTB = 1.64) xdp d vi Ui ttiir bde 1 cung ddu cho rdng CTKD cd cd gang nd lye Uong iing xii vdi du khdch.
Tidp ddn id vdn dd DDKD Uieo miic dd tu ddnh gid cQa CTKD (DTB = 1.34) vi bdn Uidn hg nhdn Uiiic vide giii nguydn gia bdn Id khdng cdn ttildt, ngay hdi la ca hdi dd kidm Udn do vgy ede CTKD mgc nhidn dua gia ien cao gdp 3 - 5 ldn so vdi qui djnh eiia BQL
Duy UI net d^p ttuydn thdng la ydu td duge BQL ddnh gia cao vd ddc bidt ehii Ugng (DTB = 2.07) xdp ttiij bdc ttiti 1, CTKD cQng ddng Uidi quan tdm tdi ydu td ndy (DTB = 1.77) xdp Uiii bdc 2 sau van hda ung xii. Tuy nhidn du khdch Id ngudi Uiam gia Id hgi Igi eho rdng ydu td ndy Uiyc hidn chua dugc tdt nhu sy mong dgi Clia du khdch (DTB = 1.42).
Cudi cung, cdc CTKD cho rdng vide bdo vd mdi Uudng eua hg dgt (DTB = 1.76). Hg dd cd gdng Uong vide vd sinh an todn Uiye phdm lya chgn hdng hda ddm bdo chdt lugng. BQL eho rdng CTKD ttiyc hidn d miic dd dat ydu cdu vd (DTB = 1.85). Nhung du khaeh cho rdng vdn dd ndy cdn nhidu han chd (DTB = 1.46).
Nhu vdy, ddng thdi vide bdo vd mdi Uudng khdng chi Id vide ciia CTKD, su n6 lye ciia BQL md mdt phdn Id sy U,r gidc y thiic ciia du khdch.
3.3 Cdc nhdn td' dnh hudng ddn v&n hda kinh doanh trong cdc 14 h^i tgi tinh Bdc Ninh
Cde ydu td chO quan ldc ddng ddn VHKD cda CTKD dudi ddnh gid eiia BQL Id hdi nhu sau:
C i c y ^ B t i c k A q u a Hon 4fr*fl iSa ti>fei_ dm phi cua BQL Cidk dl4c t& dmc vl ^*">> thftc quin If sfrlbit d& vdi cic CTKD Chkdi q n ^ BP l b ttvaa d n j a mve,
•Ai l i i« t r a r ^ tti cic U bgi Ctof tic Ojb Kaj^ f n ^ A le h$i V1$c lpi chfa k U i IhGng dn va IhAi dwn te thteg tin vi lE hS TiUk AS nhtn thAc cua CTKD anh b J H ^ VHKD m i d c CIKD
B T R B b t e
CTKD DTB 2.72 238 lOS 1.64 1.4S 236 I J «
DLC 0 56 0.87 0.87 0.79 0.72 0.76
•.4S 1h6 ble 1 2 4 5 6 3
BQL DTB I.EE 2.13 256 2-12 2D6 2.46 I.1S
DLC 0S»
0 75 D7S 079 0.84 0.73 a i 9
Tht 6 3 2 4 5 1
BQL ddnh gid (DTB = 2.15) eho rdng yeu td dnh hudng nhidu nhdt den VHKD cda cdc CTKD Id Uinh do nhdn thiic eua ehinh CTKD vd each thiic iing xii vdi du khdch, cd tdc dyng didu chinh HDKD dat hidu qud tdt.
Ydu td Udp theo BQL eho rdng vide tdn Ugng nghi Id c6 Uuydn dja phuang (DTB = 2.26) s6 giiip eho vide thu hiit khdch tdt hon vd ed dnh hudng tdt cho HDICD tgi Id hdi-
Vdn de vd cdch thiic xii phgt theo nhan djnh eiia BQL se ed tac dyng nhidu Uong \adc didu chinh hdnh vi Clia CTKD (DTB = 2.13).
Ydu td cdng tdc Uiydn Uuydn (DTB = 2.12) va lya chgn kdnh ttidng ttn (DTB = 2.06) BQL ddnh gid ddu d miic dd d& thyc hien tdt vd cd dnh hudng ddn vide
thu hiit du khdeh, Ui dd dnh hudng ddn hidu qud vide kinh doanh ciia edc CTKD tgi Id hdi.
Theo nhdn djnh eua BQL hinh ttiiic ddu ttidu hay ttiu phi Clia cdc CTKD Id nhdm myc dieh tgo ttidm kinh phi dd ttang ttai cho cdc hoat dOng vd sinh Uude, Uong vd sau Id hdi Id ehinh, hg khdng cho rdng cdc hinh thue thu phi nay cd dnh hudng nhidu den gid ban hdng hda do vdy (DTB = 1.88).
Cde yeu td khdch qucin
Theo ddnh gid cua du khdch ngudi Uiam gla Uyc tidp tgi cdc Id hdi cho rdng su tang ttirdng hay suy thoai kinh td sd tde dgng tryc Udp tdi nhu cdu di Id ddu nam Clia hg do vdy (DTB = 2.55) xdp ttiii 1, ttdp ddn Id ydu td tam linh. Nhidu du khdeh cho rdng d noi ndo ddng ngudi di Id ddu nam chimg td d dd linh thidng, hg se ddn dd nhidu han khdng kd xa hay gdn (DTB = 2.36). Ydu td Uieo du khdch it dnh hudng ddn khd ndng di ie hdi ddu nam dd Id Uinh dd nhdn thUe ciia du khdch it tdc ddng ddn kha nang mua sdm tgi cdc Id hdi, (DTB = 1.77) va xdp ttlir 3. Nhin chung (DTB = 2.23) ddi vdi ed nhdm theo ddnh gid ciia du Ididch cho ttidy tdc dgng cda ydu td khdch quan ddn VHKD.
Cdc ydu td khdeh quan tde ddng ddn VHKD cua CTKD dudi ddnh gid eua CTKD nhu sau:
CTKD danh gia (DTB = 2.16) cho Uidy rd rdt miic dd dnh hudng cila cac nhan td khdch quan ddn VHKD.
Trong dd sy tdng trudng hay suy Uiodi cQa ndn kinh td tdc ddng nhidu ddn khd nang chi ua ciia du khdeh, tu dd dnh hudng ddn VHKD vdi (DTB = 2.38) xep tiiii bdc 1. Du khdch Id ngudi kinh doanh thi ttiudng mua nhidu dd Id hon so vdi cde nghd khdc, hg cdu ky hon ttong chgn do Id vd thudng cdng diic nhidu hon so vdi mgi ngudi (DTB = 2.29) xep tiiii 2.
Theo ddnh gid ciia cdc CTKD trinh dd nhdn ttiiic Clia du khdch khdng dnh hudng ntiidu ddn nhu cdu mua hdng tgi cac Id hdi, thye td ngudi cd ttinh dd cao khi mua cung khdng cho thdy su khdc bidt rd rdt vdi ngudi cd Uinh dd Uidp (DTB = 1.81), tiiy Uieo sdr thich vd miic dd Un ngufing cQng nhu khd nang Uianh loan ehi phdi hanh vi mua nhidu hon so vdi cdc ydu td khdc.
3.4. Dy bdo muc do thuc hidn vdn hoa kinh doanh khi cac yeu td chu quan vd khach quan thay ddi
Trong ngi dung ndy chiing tdi xem xdt tuong quan d mue do thyc hien cdc ydu td edu thdnh VHKD ciia CTKD vdi cac ydu td khdeh quan.
Trong dd Uinh dd nhan Uiiic ciia du khaeh cd dnh hudng nhidu nhdt den khd nang mua sdm ciia hg tgi cdc le hgi vdi (r2 = 0,813; p <0,001) cho Uidy 81,3%
VHKD eiia CTKD ttiay ddi khi nhdn Uiiic eiia du khdeh Id khdc nhau. Khi nhan Uiiic ciia du khdch d trinh dd cao thi cdch thiic iing xii ciia hg vdi CTKD cd van hda hon, dac bidt la ngay ca trong edc hdnh vi khdc tgi Id hdi nhu y thiic chdp hdnh nOi quy, quy djnh ciia BQL ciing nhu cdc ydu cdu khdc.
[•7/ZDISI KINH Tt C H A U A - T H A I B I N H DUONG O O
NGHIEN CUU
RESEARCH
Biae3. B^laaticS^^Mftaciajia^dmiftmia\kid>qBmlmVBKD Cielri&a$cUV
Cac b i n dim nhai 1. Hoit dSng dan than, Ihu itii cua BQL 4 S rai cac 2. Cadi (hoc t6 dnic vi Unh tb(K qoin ly XD ph^
d^ v6i cac CIXD cua BQL eo anh huong dfn pi ban hang hoa vi diat hipi^ hang hoa tai cicllhSi.
3. Chmh qoydi DP tSu D^ong <4ni^ mac. n^d l£ cd Ouyoi E^i cic if h $ c5 anh huong d&i hicD qua n$c ihu tail khadi va hien qui kmh doanh cna cac CTKD 4. C6ng tic tuyen tznyai y nghn Ic hoi tim cic ptaKTDg tien tinyoi Ihong co anh bacme iia vi«c ttm h6l khidi v i bien qui. ldnh doanh cda cac CTXD S. Viec Ina cb^n kenh ASng tin v i thcii fiem dva
VHKD cda cac CTKD
Ih^.K.l'tS^^iS'tS'^ ^
L ^ l ^ ' ^ ' ^ h ^ 1^'^ CO lie «ng dSn
9. S i t i n g tnrang bay ngrdioai Idnhte tacd^igdco nhu cao £ le li$i va nhn can bing boa tai cac le bS- C a c c f u y a i l S
I. Cic yea Io dm quan 2. Cic yes to Idhadi gnan 3. Cic v ^ td dm qnin v i kfaidi quan
B i o i ^ t l n i S c : VHKDOtg
0 3 7 0 - 0.617"
0 3 9 0 -
0.604™
0.393"
0.667"
0.604"
0.813"
0.643"
0.796"
0.881"
0.913"
(Sadi&:r" liinP<0.mi
Tidp ddn Id Uinh dd ciia CTKD (r2 = 0,667; p
<0,001) eho ttidy 66,7% sy Uiay ddi VHKD eiia CTKD, vi edc CTKD c6 trinh dd edng eao thi vi phgm phdp ludt dugc dem ra xii IJ d cdc le hgi cdng thdp.
Thyc td kinh td tang trudng thu nhdp cua ngudi ddn ndi ehung tang ldn, ehi phdi nhu edu eiia du khdch, khd nang ehi Udu eiia du khaeh r^ = 0,643; p < 0,001).
each thirc vd hinh thiic xii phgt ciia BQL ddi vdi cdc CTKD khi cd cdc hdnh vi vi pham: kinh doanh hdng kem ehdt lugng, gid bdn ndng so vdi qui djnh, ehdn ep khdeh mua hdng co tde dgng ddn hdnh vi eua CTKD (r2 = 0,617; p <0,001).
Nhu cdu vd tdm linh ciia du khdch khac nhau ddn ddn hdnh vi mua hdng hda vdo Id hdi ciia cdc du khdch Id khde nhau (r2 = 0,604; p <0,001)
BQL lua chgn kenh thdng tin vd thdi didm tuyen tmydn cd ddng vd le hgi cd dnh hudng ddn kha nang Uiu hut khach, cQng nhu ddi vdi cdc CTKD vd viec tudn thli qui djnh phdp ludt Uong kinh doanh djch vu tai Id hOi ed tde ddng didu chinh hdnh vi ngum bdn vd cd dnh hudng ddn VHKD (r2 = 0,393; p <0,001).
Ydu td ttiu phi vd td chiic ddu ttidu eiia BQL 6 mdt sd Id hdi cd dnh hudng mgnh ddn gid bdn hang hda ciia CTKD (r2 = 0,370; p <0,001). Khi miic ddu ttidu tdng cao thi gid bdn ciia CTKD tang ldn nhdm bu ddp ehi phi.
Cym cdc ydu td chd quan (r2 = 0,796; p <0,001) cho thdy cdc nhan td ndy thay ddi vd dnh hudng nhidu ddn VHKD, chd tai cua BTC nhdm didu chinh hdnh vi Clia CTKD (r2 = 0,617; p <0,001), hodc edng tde tuydn tmydn y nghia hoat ddng Id hdi ddn edng ddng ddn cu
quanh vung nhdm ttiu hUt du khdeh ddn Uiam gia le "S^^^ '^udt, Vietinbank.vn
hOi Cr2 = 0,604; p <0,001). 5. Bdo edo cdng tdc qudn ly vd td chuc Id hOi nam Ydu td ChQ quan va khaeh quan cd ttid gidi ttiich 2010, 2011, 2012, UBND tt'nh Bde Ninh
duge 91,3% su bien ddi Uong vide Uiyc hidn VHKD ciia cac CTKD d Id hdi (r2 = 0,913, p <0,001). Kdt qua dy bdo nay eho thdy miic do dnh hudng rat ldn ui cac nhdn td chii quem vd khdch quan ddn vide thye hidn VHKD cda CTKD.
4. Ket luan va khuyen nshj
Tii kdt qud nghien ciiu Udn, nhdm nghidn ciiu dua ra mdt sd khuyen nghj sau
(1) Vdi dia phuong td chiic le hgi
- Cdn cd kd hogch cu thd ttong vide thdng tin ddn cdc CTKD vd nhiing gid Ui van hod cua id hdi dja phuong. Ddng thdi td chtic ede buoi Uao ddi, ndi chuydn chuydn de vd kinh doanh ed vdn hod tai Id hOi.
- Cae dja phuong cdn quan tdm hon niia khdu td chiie Id hgi, khdng ndn khodn ttdng eho td chiic, cd nhdn diing ra "bao thdu" vide td chire Id hOi-
- Tang cudng tuydn truydn, nhdc nhd, xir ly nghidm ddi vdi nhiing du khdeh vi phgm ngi quy tgi cdc ll hdi.
(2) Vdi Unh Bde Ninh
- Ra sodt, day nhanh tidn dd thyc hidn cdc quy hogch phdt tridn kinh td xa hdi ciia tinh da dugc ph6 duyet.
- Tang cudng cdng tde qudn ly cde hogt dOng kinh doanh tgi cde ede Id hdi Uen dja ban ttnh. Ban hdnh edc van ban qui phgm phdp ludt nhdm tdng cudng cdng tdc qudn ii/ hogt ddng kinh doanh tgi Id hdi truydn thdng mang tinh dac thd.
- Cd eo ehd hd tiq cdc dja phuong trong vide ndng eao nhdn thiic ciia edc CTKD tai cdc Id hdi vd vdn hod kinh doanh.
ChU Ugng c6ng tdc ddo tgo, bdi dudng nang cao trinh dd cdn bd qudn 1^, cdn bg sy nghidp vdn hod ddp irng ydu cdu.
- Tdng eudng cdng tdc ttianh Ua, kidm Ua cdc ii hgi. Td chiic ede doan thanh Ua, kidm Ua theo kd hogch vd d6t xuat, ngan chan va xii IJ nghidm cde bidu hidn Ueu eye, thu lgi bdt chinh va nhiing hogt ddng kinh doanh khdng ldnh mgnh.
Tai lieu tliam l(hao
1. Duong Thj Udu (2011), Gido Uinh VHKD, NXB Dgi hgc kinh td qudc ddn.
2. Nguydn Dinh Luydn (2003), Ld hdi Bdc Ninh, Sd van hda Uidng Un Bdc Ninh.
3. David H.Maister (2005), Bdn sdc van hda doanh nghidp, NXB Thdng kd.
4. Nicolas Jounet, VHKD Id gi? Tgp ehi van hda
