|--l,1»«.'MljOIV^lClW><Mtt^Vl
PHAT TRIEN KINH TE Sd 252, Thing MUdi ndm 2011
NGHIEN Ciiru TH^rC N G H I | M MO HINH
TRAI N G H I I M MUA SAM GIAI TRI T^l CAC SIEU THj
TS. L§ VAN HUY*
Trong xd hgi hifn dgi, cdc siiu thf khbng chi Id nOi mua sdm md cbn la trung tdm gidi tri, tddng tdc xd hgi. Khdch hdng cb thi din siiu thf di tim kiim thdng tin, tham khdo gid, gdp S& giao Idu nhdm thod mdn "di siiu thf" md hoim todn khbng cb y dfnh mua hdng... Di thu hut khdch hdng, ngoiii vi^c cgnh tranh ve gid, cdc siiu thf cbn cung cdp cdc dfch vg tdng thim, cdc dfch vg vui chai gidi tri, cdch tning biiy hdng hba nhdm cung cdp mgt cdch tdt nhdt "trdi nghidm mua sdm gidi tri** cda khdch hdng. Nghiin cdu vi trdi nghidm khdch himg, dHic bi^t Id trdi nghidm mua sdm gidi tri khd m&i me trong diiu ki^n VN, trin cd s& nghiin cda 523 khdch hdng, kit qud nghiin cdu cho thdy 6 nhdn td tdc ddng di'n trdi nghidm mua sdm gidi tri:
(1) Khdng khi tgi cua hdng vd cdc dfch vg gia tdng; (2) syi thu$n ti^n vi dia diim; (3) sd thugn tifn vi khodng cdch td nhd di'n siiu thi; (4) diju: tning; (5) dinh hiidng thyic dgng; vd (6) dfnh hd&ng hd&ng thg diu cb mdi quan hf v&i trdi nghifm mua sdm gidi tri.
1. Trai nghidm khach hing vi trii nghidm mua sim cua ichich hing
Mua sim cd le Id mdt trong nhflng boat ddng CO nhd't md lodi ngttdi da thirc hien vdi mttc dp cao cua cac quy luat vd stt tham gia cua con ngttdi.
Hoat ddng mua sdm the biln thdng qua "dinh httdng mua sim" (Glen & Carl, 1987), dinh httdng mua sim cho thay cdch md ngttdi mua sim thttc hien cdc cdng viec mua sim cua nunh vd "dinh httdng mua sim cua mdt ngttdi" de cap din cdch tie'p can chung dl dat dttpc hdng hda, dicb vu vd stt thoa man khdng phdi t r i tiln bit nguIn tfl viec di mua sim tai cdc ctta hdng bdn le bode trung tdm mua sim. Cung vdi thdi gian, dinh httdng mua sim cua khdch hdng ludn thay dli, cdc nhd thttc hdnh bdn Id vd tilp tbi da vd dang cung cap md hinh mdi cho hdnh ddng cua ngfldi di mua sim. Dilu ndy cung ddt ra cho nhd quin ly can nim bit dinh hfldng eua ngttdi mua sim dd'i vdi boat ddng mua sim vd stt dung nd dl phdt trien h i thd'ng cic loai hinh mua sim kbdc nhau phuc vu boat dpng kinh doanh cua minh.
Bellenger & Korgaonkar (1980) da phin ngUbi mua sim ra thdnh hai loai: ngubi mua sim giai tri (recreational shopper) vd ngfldi mua sim kinh te' (economic shopper). Ngfldi mua sim kinh te (economic shopper) mong mudn sfl thudn tiln de ba thd'p chi phi mua sim cung nhfl phai tra gi^
thd'p bon, nhflng ngfldi niy cd xu hfldng cho rdng boat d^ng trong thdi gian nhin roi Id mpt lpi ich nhd bl cua mua sim. Ngifcrc lai, ngfldi mua s ^ giai tri (recreational shopper) tim kiem mdt trai nghiim giai tri, cii eung cap sfl hdi ldng vttpt ra ngodi nhflng trii nghiim do boat ddng mua thUc t l sin phim hodc dich vu. So vdi ngfltd mua sim kinh td, ngfldi mua sim giai tri thfldng td'n nhieu thdi gian hon trong binh quin m5i chuyin di; it cd khi ndng cd mdt f tfldng vl nhflng ^ md ho dfl dinh mua trfldc khi di mua sim; nhilu kha ndng di mua sim vdi ngfldi khde; vd nhieu kha ndng tilp tuc mua sim sau khi thanh todn.
Theo Colin Shavvr (2002), "Trai nghiim khdch hing li sfl tflong tdc gifla mdt td chflc vi khdch hdng, dd Id mdt sfl pha trdn cua cic boat ding
^ ^ NGHllN cttu & TRAO D 6 | ' TrUdng D^ hqc Kinh ti, D^' hgc Da Nang
Jf
P H A T T R I E N K I N H T E ^ Sd 252, Thdng Mttdi ndm 2011 ivnopi,«w mvtw
t h i chd't ciia mdt to chttc, cdc gidc quan dttpc kicb thich, khoi day nhflhg cam xuc, mli sir ky vpng cua khdch hdng deu dttpc do Ittdng ben tuc trong sud't thdi gian tttong tdc". Schmitt (2003) phdn nhdm trai nghiem khdch hdng thdnh ndm loai, dd Id: cim gidc (sense), cam nhdn (feel), suy nghi (think), hdnh ddng (act) vd lidn he (relate). Bdn mdt trai nghiem chtt khdng phai bdn nhflng s i n pham tot nhd't vdi mttc gid ca hpp ly nhd't. Nhtt vdy, trong mdt t h i gidi md cdc s i n p h i m tttong tir, cdc mttc gid tttong ttt vd nhOtng dich vu tttong ttt dang tid ndn qi^^ chuin hon bao gid bet, sir kbdc biet se xuit hidn trong tdm tri khdch hdng tren cO sd b i n sic nhan hieu, nhdn thttc vd tinh cam ve cdng ty; t i t c i se dttpc quan ly vd cung cap thdng qua t r i i hgbiem ciia khdch hang.
Chinh nhflng trdi nghiem cua khdch hdng se tao ra sir khde biet cho cdc doanh nghiep, xdy dflng Idr^ trung thdnh vd cud'i cimg d i n tdi tdng trfldng, lpi nhudn ngdy mdt cao. Sfl phdt triln cua thi trfldng ban le cung nhfl cdc hinh thttc kinh doanb da dem den cho khdch hdng nhieu Itta chpn kbdc nhau ve dia diem, cdch thttc mua hdng. Ngodi cac dia diem truyen thdng nhtt chp, ctta hdng tap hda, khach hang cdn cd the mua sam d nhiing sieu thi hien dai. Bat ky stt tttOng tdc ndo trong qua trinh di mua s i m tai sieu thi cung tao ra nhttng trdi nghiem khac nhau trong tdm tri khdch hang, c i tich cttc lan tidu cttc. Tuy nhien, khach hang khdng chi de'n sieu thi de mua sim thdng thfldng ma cdn d l thfl gian, vui choi, giai tri, Ifldt qua de tim kiem thdng tin, gap gd ban be, gia dinh ngfldi thdn, hay tham chi Id dl trao doi vdi ngfldi ban. Do dd, khdch bang cd c i nhCfng trai nghiem giai tri trong nhflng chuyin di mua sam cua minh.
Vdi muc dich xay dflng cdc thdnh phan tdc ddng de'n trdi nghiem mua sam giai tri, k i t qui cua nghien cflU nay se trflc tie'p giup cdc don vi quan ly vd kinh doanh sieu thi VN nam bat dflOc cdc thdnh p h i n tic ddng de'n trai nghiem mua sam giai tri vd mdi quan he cua chung. Tfl dd, se cd cai nhin todn dien hon v l trai nghiem mua sam giai tri, tdp trung tdt bon vdo vide cai thien dich vu vd phan phdi nguon lflc cung nhfl kich thich nhan vien d l tao ra nhflng trai nghiem
mua s i m gidi tri tich cttc cho khdch hdng, nham xdy dtthg ldng trung thdnh cua khdch bdng dd'i vdi doanh nghidp, mdt n i n tang cua lpi the canb tranh.
2. M6 Mnh nghifin cihi
Mdt sd ddc dilm cua trii nghidm mua sim giai tri da dttpc dilu tra trttde dd mdt cdch rieng bidt, vi du sir Ittdt qua d l tim kilm thdng tin (browsing), mdi trttdng bdn H (retail enviroment), sir tttong tdc xd hdi vd stt mSc cd (bargains). Tuy nhidn, phii din Jones (1999), nghidn cttu vl trai nghiim mua s i m giai tri mdi dttpc tiln hdnh.
Jones (1999) da xdc dinb dttpc hai nhdm chinh bao glm chin biln don nhd't dttpc bilu thi trai nghidm mua s i m giai tri. Hai nhdm chinb dd Id cdc ylu t l vl (1) lidn quan din diem bdn vd (2) khdch hdng.
2.1 Cdc bien sd lien quan din diem ban (retail factors)
Nghien ettU cua Ibrahim (2002) cho rang khdch hdng xem cfla hdng khdng cbi Id nOi de mua sam md cdn Id nOi cho cdc boat ddng kbdc, chang ban nhtt giai tri, tttOng tdc xa hdi vdi ban be, Ittdt qua d l tim kilm thdng tin ma khdng cd y dinh mua. Stt thuan tien thttdng dttpc dl cap din nhtt Id mdt nhan to gdp phan vdo quyet dinh din ctta hdng, vi du: Dia dilm cua mpt ctta hdng ddng vai trd quan trpng vi chung dem lai stt thudn lpi cho khdch hdng tfl dd khdch hdng cd the dat dflpc nhflng trai nghidm mua s i m thu vi. Nghien cfltt cua Ibrahim (2002) cho thiy nhiing nhan to thudc nhdm nhdn t l bdn le tdc ddng din trdi nghidm mua s i m gidi tri, dd Id: dac trttng cua diem bdn (sidu thi); khdng khi trong dilm ban; gid tri gia tdng; vd stt thudn tien.
2.2 Cdc bien sd liin quan di'n khdch hdng (customer factors)
Babin, Darden & Griffin (1994) pbdt hien rang nhiifng ngttdi thttdng de'n cfla hdng cd ca mue dich httdng thu (bode gidi tri) vd muc dicb thttc dung. Tbeo Jarboe & McDaniel (1987); Boedeker (1995), ddng co mua sdm httdng thu dira tren chd't Ittpng cua ban than kinh nghiem mua s i m bon Id viec thu thdp thdng tin bode viec mua cdc s i n
NGHIEN CUU & TRAO D6I ^ ^
ICQNOWC PiVnOfMINI WVttl
PHAT T R i i N KINH TE
Sd 252, T h i n g Mttdl nam 2011
pham. Cud'i cung, Bloch, Ridgway & Dav^^son trdi nghidm gidi tri dttOc do Ittdng thdng qua (1994) khing dinh ring ngttdi tilu dung xem cdc thang stapel (tfl -2 din +2).
khu budn bdn ldn Id noi khdng cW ddnh cbo mua
Biin sd lidn quan di^n dilm
(^ D$c trung sidu thj
(^ Khdng khf (^ Gid trj gia tflng
(^ Stt thudn tl$n
b«h
>
y
Trii nghidm mua sim
giil trf
BItfn sd IIAn quan din khdch hing
„.(^ Muc dfch thflc dung j)
\ ^ Mgc dfch httdng thu ^
Hinh 1. Mo hinh cdc nhdn td tdc ddng d i n trii nghidm mua s i m giii trf
sim, md cdn cho cdc boat ddng khde, ching ban nhtt giai tri, xd hdi hod vdi ban bd vd tim duydt md khdng cd y dinh mua. NhCfng boat ddng trong mdt chuyen di mua sdm dd chttng minh mpt cdch rd rdng khd ndng giai tri cua boat ddng mua sam. Nhflng nghien ettU tien cung dd khang dinh muc dich thttc dung, muc dich httdng thu cd md'i quan be vdi trii nghiem mua sam giai tri cua khdch hang.
2.3 Trdi nghifm mua sdm gidi tri
Trai nghiem khdch hdng Id tong hpp ciia tit ca nhflng kinh nghiem mdt khdch hdng cd vdi mdt nhd cung cap hdng hod, dicb vu, trong md'i quan he cua hp vdi nhd cung cip dd (Pine vd Gilmore, 1998). Nd cung cd the dflpc stt dung nhfl Id mdt kinh nghidm cd nhdn bon m?>t giao dich;
phdn biet thfldng Id rd rdng trong ngfl cdnh. Mpt trai nghiem khdch hdng Id m^t sfl tflOng tdc gifla mdt to chflc vd mdt khdch hdng (Colin Shaw, 2002). Dd Id mdt sfl pha trdn cua cdc boat d^ng the chat cua mpt to chflc, cdc gidc quan dflpc kich thich vd khoi day nhflng cam xuc, mli sfl ky vpng cua khdch hdng diu dflpc do Ifldng lien tuc trong suit thdi gian tflong tdc. Theo Martineau (1958), Babin, Darden & Griffin (1994), Boedeker (1995), trai nghiem mua sam gidi tri dflpc do Ifldng thdng qua khd ndng dat dfldc tinh "giai tri" cua khdch hang vd dflOc do Ifldng bdi sfl thoii mdi, vui ve, giam cdng thing, thfl gidn vd giai tri. Biln so
3. PhiAmg phip nghiin cdta
Nghidn cflU dflpc thflc hien thdng qua hai bU&c chinb: (1) Nghien cfltt so bd dinh ti'nh bang phdng vd'n nhdm, nghien cfltt so bp dinh lupng va (2) nghien cfltt chinh thflc dinh Iflong.
Sau khi tap hpp cdc cac khai niem (concepts) vd thang do (scales) cua cic tac gii di tnloic, nghien cfltt so bd dinh tinh dflpc tbttt hien thong qua phttong phip phdng vin nhdm tap tnmg (focus group) nhim bo sung vd thay doi cdc til ngfl trong thang do phu hop vdi dieu kien van hda VN. Phdng vin nhdm dflpc tien hdnh bdng cdch tdp bop mdt nhdm 10 ngfldi, thdi gian thao ludn khoang 30-40 phut/dip vien. Nghien cttu sd bp dinh Ifldng dflOc thflc hi^n phdng vin trifc tiep thdng qua bing cau hdi nhim ddnh gid so bp gia tri n^i dung cua thang do (Ly & Huy, 2009). Ket qua nghiin cClU so bp dinh Iflpng nhim ddnh gia so bp thang do ldm co sd cho viec hinh thanh bing cdu hdi chinh thflc cho nghidn cttU dinh Iflpng. Ngbien cfltt chinh thflc dinh IflOng dUtfc thflc bi^n d 3 sieu thi chinh tai thdnh pho Da Ning (Metro, Big C, Co.opmart) thdng qua bang cdu hdi bing phflong phdp phdng van tnrc tiep (do cdc sinh vien chuyen ngdnh Quan tri kinh doanh vd Marketing - Trfldng DH Kinh t l thifc hidn). Mill dfldc chpn theo phflong phdp tbu$n tidn vdi kich thfldc l i 700 khach hdng, tuy nhifen,
38
NGHIEN Cttu & TRAO o6lJf
P H A T T R I E N K I N H T E Sd 252, Thdng Mttdi ndm 2011
io nhflng khd khdn trong viec tilp xuc vd phdng ran nen sau khi k i l m tra ndi dung tra ldi, s l bang edu hdi phu hpp stt dung cho phdn tieh Id n=523. Nghidn cttU stt dimg p h i n m i m SPSS vd AMOS 16.0 trong phan tich dtt lieu nghien cttu.
4. Ket qua nghiin cihi
4.1 Sa Idpc vi mdu nghiin cdu
Vdi 523 dd'i tttpng nghidn cttu (384 ntt vd 139 nam) cd 425 ngttdi dttOe hdi (81,3%) thttc biln di mua sim 1 lin/tuin, 65 ngttdi (12,4%) thttc bidn 2-3 l i n / t u i n .
cdy vd tinh hieu ltte thdng qua he so Alpha Cronbach..
Kit qua EFA cdc biln dpc lap cho thiy, biln khdng khi tai siiu thi vd gid tri gia tdng gpp thdnh mpt (KK>GT), biln stt thudn tidn dttpc tdch ldm hai biln lidn quan din stt thudn tiln tai dilm sidu thi (TTDD) vd sir thudn bien ve khodng cdch (TTKC).
Cdc gid tri Cronbach Alpha cua cdc biln ddc Idp vd phu thudc sau khi thdnh Idp diu ldn hon 0,6 do vdy, cdc thdnh p h i n ddm bdo dd tin cdy ndi tai cua thang do.
Bdng 1. Mflc dp thfldng xuy§n di mua sim theo gidl tfnh
Mttc dp thttdng xuyen di mua sim
1 lin/tuin 2 - 3 lin/tuin
> 3 lin/tuin Tong
Gidi tfnh Ntt
313 48 23 384
Nam 112
17 10 139
Tdng 425
65 33 523 Kit qua phdn tich cho thay, cdn bd cdng nhdn
vien Id 375 (cbie'm 71,7%), phan ldn cdn bd cdng nhdn vien chflc thttc ddnh dttdi 20% thu nhap cho viec mua sam.
Kiem d i n h A l p h a C r o n b a c h v a p h a n t i c h n h a n t d (EFA)
Dfl Udu thu thap dflpc xtt ly bing phan mem SPSS 15.0, sau khi md hda vd lam sach dtt lieu se trai qua cdc phan tich nhdn to chinh (Principal Component Analysis), ddnh gid dp tin
K e t q u a p h a n t i c h b a n g m o h i n h c a u t n i c t u y e n t i n h
Md hinh cau true tuyen tinh (Structural Equation Model - SEM) dflpc stt dung de phdn tich md'i quan he gifla cdc khdi niem (concepts, constructs) trong md hinh. Kit qua phdn tich md hinh cau true cho thay cd 263 bdc tfl db, Chi - binh phflong = 867,286, bdc tfl do (df) = 314, Chi - binh phflong / bac tfl do (Chi-square/df) bing 2,762<3 nen cd the k h i n g dinh md hinh phu hpp
Bing 2. Phan tram thu nhfp danh cho mua sam phan theo nghe nghifp
Nghe nghiep
Hpc sinh, sinh vien Ndi trp
Cdng nhan vidn chttc Vehttu
Chtta cd viec Idm Khde
Tong
Tjr lg % thu nhap cho vigc mua sam Dttdi 20%
16
265
14 20 323
Tfl 20% den 40%
40 11 95
17 168
Tren 40%
15
10 32
Tong
60 17 375
17 47 523
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PHAT TRIEN KINH TE
Sd 252, Thdng Mfldi nam 2011
Bing 3. Kdt qui kidm d|nh Cronbach Alpha v i phAn t(ch nhdn td (EFA) c i c bidn ddc l$p Items
Nhom nhdn td lidn quan din dilm bdn
Khdng khf vd djch vu gia tdng
(KK>GT)
Stt thudn tidn tai diim sidu thj (TTDD)
Stt thudn tidn ve khoang cdch (TTKG)
Dac trttng (DT)
KK2. Anh sdng hdi hda KK1. Chit Ittpng khdng khf bdn tnang
GT1. Khu vyc dn ulng, gidl khdt ludn sin cd
KK3. B 6 trf bdn trong sidu thj rdnq rai, thudn Ipi
GT2. Sidu thj ludn s^ch se / khang trang
KK4. Chit Ittpng djch vy bdn hdng cao
TT3. Khu vui choi, giii tri ludn sin cd
TT2. Thilt k l cua sidu thj ddc ddo (cd nhttng ndt ddc tnrng)
GT3. Hdng hda bdy bidn nang nip / d l tim thay
TTI. Cd the do xe / tim cho do xe mpt cdch d l ddng TT5. Oat d noi cd dilu kidn giao thdng thuan tien
TT6. Chi phi di l^i thip
TT4. Khodng cdch ttt nhd d i n sidu thj khdng qud xa DT3. Cd nhttng ho^t ddng chilt khiu, giim gid, qudng cdo
DTI. Hdng hda da dging, phong phli
DT2. Sidu thj cd nhilu khu bdn hdng khde nhau
Nhan tdlidn quan ddn khach hang
Djnh httdng thflc dyng (TD)
Ojnh httdng httdng thy (HT)
TD2. Cd t h i tim thiy mdt hdng md khdch hdng mudn mua
TD10, Cd the ty do Ifla chpn, mua sim sdn phim
TD30, D l ddng giao tiep trong qud trinh mua hdng HT20, Ogt dttpc nhttng myc tieu mua sim dy djnh
HT10, Cd t h i tim hiiu tinh ndng / ddc dilm sin phim HT30, Kha ndng mua dttpc hdng hda cao
Nhdn td 1
0,718 0,714 0,688 0.679 0,609 0,423
»
0.805
0.774 0.715
2
0,795
0,697
0.648 0.515
0.776 0,754 0,503
3
0.803 0.746 0.741
4
0.783
0.664 0.455
Eigenvalues
33.29
9,43
8.38
6.58
41.73
17.94
Alpha
0.799
0.695
0.703
0.712
0.725
0,820
4 0
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P H A T T R I E N K I N H T E Sd 252, Thdng Mfldi nam 2011
Bing 4. Ket qui kiem djnh Alpha Cronbach va phdn tfch nhan td (EFA) bien trii nghidm mua sam giii tri
Trii nghigm mua sim gidi tri TNI. Khdng thodi mdi / Thodi mdi
TN2. Khdng vui vd / Vui vd
TN4. Khdng gidm cdng thing /Gidm cdng thing TN3. Khdng thtt giin / Thtt gidn
TN5. Khdng gidi tn'/Gidi trf
0,811 0,770 0,744 0,714 0,660
Alpha
0.672
vdi dfl lieu cua thi trttdng (cdc gid tri TLI = 0,902 vd CFI = 0,913 ldn hon 0,9 vd RMSEA =0,079
<0,08) (ffinh 2).
Md'i quan he giijia cic khdi nidm trong md hinh dttpc the hien thdng qua Bing 5.
Kit qui phan tich cho t h i y rang cdc nhdn to:
khdng khi tai cua hang va cdc dich vu gia tdng.
stt thudn tien v l dia dilm, stt thudn tidn vl khodng cdch ttt nhd d i n sidu thi, ddc trttng; dinh httdng thirc dung vd dinh httdng httdng thu diu cd md'i quan hd vdi trii nghiem mua sam giai tri, k i t qua nay phu hpp vdi nghidn cttu cua Ibrahim (2002).
Hinh 2. Ket qui phdn tfch bang mo hinh c i u true tuyen tfnh SEM
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PHAT TRIEN KINH TE Sd 252, T h i n g Mfldi ndm 2011
Bing 5. Mdl quan h i gifla cdc bidn sd trong m6 hlnh
Mdi quan h$ glQIa cdc biln sd TRAINGHIEM
TRAINGHIEIVI TRAINGHIEI^
TRAINGHIEM TRAINGHIEM TRAINGHIEM
<—
<—
<—
<—
<—
<---
KK>GT TTDD TTKG DACTRUNG THUCDUNG HUONGTHU
Estimate 0,158 0,189 0,216 0,166 0,114 0.069
S.E.
0,020 0,024 0,027 0,025 0,019 0,017
CR.
7,716 7,728 8.041 6.514 5.947 4,071
P
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• **
• **
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• ••
5. M$t s^Tg^ ^ vii khuylTn ngh|
Dd'i vdi cdc doanh nghiep bdn 16. nghiin ettU ndy cd y nghia nhtt mdt bdng chttng khoa hpc md dtfa vdo dd cdc nhd quan ly sieu thi cd thi kilm tra edc thudc tinh co bin ldm co sd dl cd thi tao ra nhttng trai nghiem mua sdm giai tri cho khdch hang mpt cdch ben tuc vd tich cttc, tfl dd, doanh nghiep cd thi phdt trien chie'n Ittpc tie'p thi canb tranh nhim thu hut ngttdi mua.
Van chuydn
Mdt so mang Ittdi ban le nhtt edc cfla hdng bdn le, cdc ctta hdng bdn hdng tieu dung thilt ylu thttdng dttpc dat gin ngttdi tieu thu tilm ndng.
Tuy nhien, du di mua bdng bdng bat cfl phflong tien ndo (di bd, xe mdy, d td, xe buyt ...), tbi van de thuan tien van dflpc kbdcb bdng ddt lln hdng dau. Nhfl vdy, khi chpn chl xdy dttng sieu thi, cdc nhd quan tri nen tinh todn m?)t cdch hpp ly khoang cdch tfl ctta hdng de'n nhd cung cap, dilu ndy cho phep ctta hdng cd thi lay hdng nhanh chdng vi stt thudn tiln cua khdch hdng.
Thiet lie, trinh bdy ciia lidng
Hinh anh ctta bdng phai kbdc bilt vdi cua dd'i thu canh tranh, hinh anh ndy dttpc thttc hien thdng qua thilt k l bdn ngodi vd bdn trong cua ctta hdng, cdch trinh bdy, bd tri vd dich vu tao ra cho ctta hdng mdt ban sic hinh thdnh nen nhttng nhdn thttc chu quan vd khdch quan cua khdch hdng vl sidu thi. Nhflng nhdn thttc ndy xdc dinh vi t h i ve sieu thi trong md'i Uen h i vdi nhilu dia diem bdn le kbdc ve cdc mdt hdng hda, nhdn vien, cac cdch tthg xtt, dicb vu vd sir tien nghi.
Mdt kbdc, ctta hdng pbai ddp ttng dttpc nbOhg nbu ciu boat d^ng kinb doanh bao glm cung cip du nhttng dilu ki^n thudn lpi cho vide bdn hdng, IttU kho, quin 15^, bdo dttdng, dd ddng khdch, an ninh vd nhtthg dilu ki^n kbdc.
Y^u tdgidi tri
Bdn le Id mdt ngdnh rd't dac thu vi nd Id hin hpp eua sin phim vd dich vu. Do vdy, dl ldm bdi ldng khdch hdng, ngodi ye'u to sin pham, chat Ittpng phuc vu cung cd tim anh hfldng rit ldn.
Song song vdi qud trinh bin hdng, cdc doanh nghidp hien nay da nhdn tbttt dflOC vai trd ciia dicb vu khdch hdng vd coi dd Id mdt trong nhttng ylu to quylt dinh sfl thdnh bai cua kinh doanh.
Trong mdi trfldng canh tranh ngiy cdng khic liet, bin canh viec dam bao hing hoi phong phu vl chung loai, miu md, chit Iflpng, gid ca hpp ly, doanh nghiep ndo cd dich vu khdch hdng td't bon tbi khi ndng thdnh cdng se cao hon. Ddi khi, chi mdt dnh mit thilu thien cam cua nhan vidn bao vd, sfl thd 0 eua nhdn vien phuc vu, tdc phong chdm chap ciia nhdn vidn tinh tiln, sfl vd y cua nhdn vidn giao nhdn hodc gdp sfl cd ma khdng c6 ai giup dd... sd khiln cho khdch hing "mdt di khdng trd lai" Cic dich vu b l sung trong qua trinb kinh doanh cd rd't nhilu hinh thttc: Dich vu trflc tilp diln ra trong qui trinh bdn hang nhu;
dich vu bao bi, ddng gdi; van chuyin hdng tan nhd; bao hdnh stta chfla... dich vu phuc vu cbo stt tiln lpi ciia khdch hdng nhfl kit hpp gitta noi ban hdng vd noi giai tri, cd chl cho con tre vui chdi trong khi ngfldi ldn mua hdng (cd the Id phdng chilu phim, choi games, phbng ve tranh...).
A 9 NGHIEN cttu & TRAO B6I
P H A T T R I E N K I N H T E
S d 252, T h i n g Mfldi nam 2011
Nai de xe
Cd the thay ring, noi dd xe vd khoang cdch ttt noi dd xe de'n etta hang Id ye'u t l quan trpng ed t h i tdc dpng ldn de'n tam ly cua khdch hdng, ncd dd xe phdi rdng rdi, cd mdi che, an todn. Tai VN, se rat khd thdnh cdng trong viec md sidu tbi nlu khdng cd dich vu trdng gifl xe cho khdch hdng.
E)inh hudng qudn tri trdi nghiem khdch lidng Bdn canh dd, cdc doanh nghidp cin dinh hfldng quan tri trdi nghidm khdch hdng, cin xdy dung mdt quy trinh liln mach b i t diu vdi cdi nhin sdu sic ciia khdch hdng, Itttt trtt thdng tin ttt ylu t l diu vdo khdch hdng vd k i t thuc bing mdt trai nghiem khdch hdng theo dinh httdng thttc hien. Khdm phd khdch hdng trong trai nghidm trttc tilp vdi s i n phim, trong cdi nhin vd cdm gidc cua minh, trong thttong mai san xuit truyin thdng vd trong thie't ke sieu thi.
6. Kit lii$n, nh&kig h^n cMTva hm^g nghidn cAi trong UUng lai
Vdi muc dich xay dflng cdc thdnh phan tac
ddng de'n trai nghiem mua sdm giai tri vd thang do Ittdng, k i t qud cua nghien ettU se trttc tilp giup edc don vi qudn ly vd kinh doanh sieu tbi VN n i m b i t dttpc cdc thdnh phan tdc ddng din trai nghiem mua s i m gidi tri vd md'i quan hd cua ehung. Ttt dd, cdc don vi ndy se cd cai nhin todn didn hon v l trdi nghiem mua sdm giai tri, tap trung tot hon vdo viec cai thidn dich vu vd phdn phd'i nguIn lire cung nhtt kich thich nhdn vidn de tao ra nhtthg trai nghidm ti'ch cttc cbo khdch hdng, ttt dd xdy dttng Ibng trung thdnh dd'i vdi doanh nghicp, mdt n i n tang cua lpi t h i canh tranh.
Trong thdi gian tdi nen md rdng dilu tra trai nghidm mua s i m giai tri tai cdc etta hdng bdn le bode cdc trung tdm thttong mai cung nhtt viec mua s i m qua intemet. Nghien ettU ndy chi tap trung vdo cdc ylu to dnh httdng din kinh nghiem mua s i m giii tri vi vay cdc nghien ettU trong tttong lai nen kilm tra cdc yeu to anh httdng din kinh nghiem mua s i m khdng giai t r i *
TAi LIEU THAM KHAO
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Association for Consumer Research, tr. 389-393.
10. Michael Guiry. Richard J. Lutz (2000), Recreational Shopper Identity: Implicatbns of Recreational Shopping for Consumer Self-Definition, Working Paper 2000, tr.1-50
11. Vien Nghien cttu Thttong mai, Bp ThUOng m?ii (2002), Nghe thuat kinh doanh ban le hien dai, NXB Thong ke. Ha Noi.
12. David J. Luck & Ronald S. Rubin (2005), Nghien cdu mari<eting, NXB Thong ke, Ha Npi.
NGHIEN cttu & TRAO BOI