MARKETING DOI NOI V&l V I E C N A N G CAO N A N G LlfC C A N H TRANH
C U A CAC DOANH NGHIEP DICH V U
Nguyen Viet Lam TrUdng Dai hpc Kinh te quoc dan Email: [email protected] Ngaynhin: 20/09/2015 Ngaynhinl^i: io/-io/2015 f^^ s°-86+87.2BMkt.22
ry^rin the gidi, sau loai hinh marketing ddi ngoai quen thudc, marketing dii npi cung da s6m duac hinh thinh vi ngay eing dupc ip dung rpng rii, die biit la trong linh vuc dich vu Trong khi dd d nudc ta, khii niem marketing doi npi dang cdn rat mdi me. Su hieu biet, kiin thdc va ly luan ve loai hinh marketing nay dang con ra't sa khai, chua duac nghien cQu nhiiu. ThUc tien Ung dung nd d Wei Nam lai cang it di Mit khac, trong dieu kien eanh tranh ngay cang gay gat, di ton tai va ddng vQng tren thuang trudng. mpi doanh nghiep deu phai quan tim ning cao nang lue canh tranh (NLCT) cua mini) De ning cao NLCT, viic Qng dung marketing mi bat dau la tQ marketing doi ndi cd vai trd die biet quan trpng. ThUc trang miu thuan dd di thdi thuc chOng toi Ipa chpn chu de neu trin cua bai bao Bai bao dupc bat diu bang vipc tap trung phin tich, chl ra nhQng die thu cd finh vuc kinh doanh dich vu, su ra ddi va ban chat cua marketing doi npi Tiep den, vai trd vi tam quan trong cua marketing doi npi tmng viec ning cao NLCT cua cac doanh nghiep dich vu di dupc chQng minh va khang dmh. Bai bao duac kit thuc bing viec chi rd nhQng chinh sach cOa marketing ddi ndi cung vdi nhQng ndi ham cua no nhm gdp phan ning cao NLCT cija cac doanh nghiip dich vu 6 Viet Nam.
: khich hing ndi bd, dieh vu, thoa man, nhin vien tiep xuc, nang luc canh tranh, lai thecanti tranh, thUdng hieu ndi bd
dlchJ^"""*'™™'*'""^''™"*"™'^'""'"^'' ^^«"? ""* """"= ^'"^^ »*'="*' ""* '* -"^^^^""9 * '
4 *" K - j , «u M~t jt, 'A ^ « . , ^. . ndi va markehng fUdng tae hay ndi rong ra la mar- JH^.J^^.^^"^^1'°1'1^'' keting quan he Marketing tuong tac/marketing maricef^ff quan tong Irong doan/, n g / , , ^ d,<=h w ^^J^l .^ |„3i f,lnh marketing L c hint, thanS Trong Ijch sCt phat trien ciia markehng, sudt frong mdi quan he tUdng fac giQa cac nhan vien mdt thdi gian dai ke tQ khi markehng ra ddi cho cua ddanh nghiep vdi khach hang nam d ben den nhOng thap men 70 eua the ky XX, hau nhu ngoai; edn markehng ddi ndi la loai hinh marketing ngudi ta chi biet den mdt loai hinh markehng quen ma theo dd, doanh nghiep hudng den va tac dpng thupc - dd la markehng d ^ ngogi. Markehng doi len doi tupng "khach hang" d i e biet - Cac nhan ngoai dupe hieu la loai hinh markehng hudng tdi vien ciia doanh nghiep hay edn gpi la "khach hang va tac dpng den d ^ tUdng khach hang nam ngoai ndi bp". Mdi quan he giQa 3 loai hinh marketing doanin nghiep. Tren thpc te, tQ thSp nien 70 cua neu tren ed the dUOc md ta mpt each ngan gpn the ky XX den nay, cd them 2 loai hinh marketing nhu sau'nda chinh thdc dupc hlnh thanh nhUng van chUa Thpe ra, trong bat ky ITnh vUc nao va doanh dUdc nhieu ngudi/td chQc/ITnh vpc biet ddn va ap nghiep nao, markehng doi npi va markehng fUdng dung, ngoai trU lmh vuc djch vu. Hal loai hinh mar- tac/markehng quan he ddu cd the ton fai va can
khoa hpG
50 thddngmai So86+87/2015
QUAN TRI KINH DOANH
Doanh nghi&p rdt khac vdi qua trinh san xuat mdt san pham hQu hinh trong doanh nghiep san x u d t Sdi vdi mdt doanh nghiep san xudt, do san pham da duoc heu ehuan hda rd rang va dupe hQu hinh hda (cd the sd md, cam nam, muc kieh, tham chi la diing fhii) nen eac khach hang hau nhU khong phat hep xuc trpc hep vdl doanh nghiep, Ngupc lai, ddi vdi cae doanh nghiep djch vu, do san pham - eac djch vu cd dac tinh la vd hlnh, thdi gian san xuat va tieu dting tning hop nhau nen eae khach hdng, ddthu Khach hang hudng mdt dich vu, hau nhu phai hep c$n va dUng Marketing (immg lilc gQ•^ j i g p vdi cac doanh nghiep, Trong sd cac yeu Ngudn; Sich quan tq marketing, Philip /Coffer, t d tac ddng den viec hinh thanh mdt dich vg eua NXB Thong ke. 2003
Hlnh 1.1; Ba loai hinh marketing trong doanh nghipp dich vp thidt phat ap dyng cung vdl markehng ddi ngogi.
Song, do tinh chat phdc tgp va dac thu cCia qua trinh hinh thanh va cung dng djch vu - san pham cua cae doanh nghiep d|ch vy ma markehng ddi ndi va markehng tuong tac/mari^ehng quan he, d$c biet la marketing doi npi trd nen het sdc quan trpng. Tinh chdt phUe tap va dac thu cCia qua trinh hinh thanh mdt dich vu da dupc Philip Kotler md ta trong so dd tai hinh 1.2 dudi dSy,
Tuong ti Tirong It
: tnic tiep
doanh nghiep, cd eac yeu to nhin thay dUdc va ca ydu t d khdng nhin thay duoc. Trong cae ydu td nhin thdy dupc, yeu to nhan vidn ctia doanh nghidp, dSc bidt la nhan vien hep xuc true tiep hay nhan vien d tuyen d i u cd mpt vai trd het sdc dac bidt. Neu cae nhan vien ciia doanh nghidp dupe thda man hp se yeu thieh edng viec cua minh va phye vu khach hang mdt each chu dao. Ket qua la doanh nghiep se kinh doanh mot each thanh edng.
Day ehinh la tidn d i lam nay sinh va khang djnh them hai loai hlnh markehng mdi.
Tdm lai, xuat phat tU nhQng dSc thii eiia ITnh vuc kinh doanh dich vy, hoat ddng markehng ciia cae doanh nghiep dich vy khdng chi cd loai hlnh market- ing ddi ngoai ma edn cd them hai loai hinh marketing nQa, dd la markehng doi npi va market- ingtUdng tac/markehng quan he. Ba loai hinh markehng nay lien kef, gan bd chat ehe vdi nhau va gdp p h i n tao nen thanh edng cua cac doanh nghiep djch vy va ITnh vUc kinh doanti djch vu.
1.2. Khai nipm vi thUc chat da marketing doi npi
Cac hpe gia da dua ra rat nhieu djnh nghTa khae nhau ve .,r, -.-, - , - o^no markehng ddi ndi. Dudi day la Ngu&n: Sach quan tn marketing Philip Kotler, NXB Thong ke, 2003 ^^^ ^ . ^,^^ ^^^-^ ^. . ^ ^^^^
Hlnh 1.2.- NhQng yeu td inh hudng trong mpt cudc tiep xuc j^^^ ^ ^ ^ cua mdt dich vu Parasenraman (1991)'
"Markehng dd'i npi ehinh la viec thu htJt, phat trien, tao ddng lue va giQ gin nhQng nhan vien ed chat IUdng thdng qua nhQng So do tren ehd thay, qua trinh hinh thanh va
eung Ung met dich vy trong doanh nghidp dich vy
So 86+87/2015,
^ khoa hoc
thddngmai
QUAN T R | KINH DOANH i^dng viee hoae san pham dap Ung nhu edu cCia ho. Marketing dot ndi la mdt tridt ly eoi cac nhan vien nhu nhQng khaeh hang va dd la chien lupc lam thich Ung cae cdng viec hoac san pham phu hdp vdi nhu cau ciia eon ngudi" (Theo Michel Dunmore, 2002).
Theo eac tac gia cua bai bao "Nen tang eua mar- kehng'doi ndi" (1993) dUde gidi thieu tai Hpi thao khoa hoc EMAC, thi "Markehng dot ndi la ap dung nhQng tridt ly va hanh ddng ciia markehng cho nhQng nhan vlen phuc vu khach hang etia doanh nghiep. NhQng nhan vien tdt nhat se dUOC giQ lai va hp se tao ra san pham/dich vu, se lam vide tot nhat cdthe" (Theo Michel Dunmore, 2002),
Mdt dinh nghTa khae ve markehng doi ndi ctia tac gia Ballantyne (2000) la: "Marketing dd'i not la chien lUdc phat trien mdi quan he giOa eae nhan vien trong ndi bp to ehQc. Khi ap dung chien lupc nay n h i n vien cd nhQng quyen han nhft dinh va hp biet each ket hpp de tao ra va luu hanh nhQng nhdn thdc mdi ve td chUc, NhQng nhan fhUc nay se tao nen thach thUc doi vdi nhQng hoat ddng ndi bp can phai dupe thay the" (Theo Michel Dunmore. 2002).
Trong eudn sach Quan tn marketing, Philip Kotler (2003) phat bieu: "Markehng ddi ndi la tuyen dung, huan luyen va ddng vien ed ket qua nhQng nhan vien cd nang lye, mud'n phye vy khach hang chu dao" hay "Markehng doi not md ta cdng viec ma edng ty da lam nham huan luyen va ddng vien nhan vien eiia minh phuc vu tdt khach hang".
Ngoai nhQng dinh nghTa dien hinh neu tren con cd mdf so djnh nghTa khac ve marketing dd'i ndi, chang han nhu dinh nghTa cua Gronrees (1981), Readra va Enis (1990), Berry (1984), Rahq va Ahmed (1993),.,, (Theo Michel Dunmore, 2002).
TU tat ca nhQng dmh nghTa neu tren chung ta cd the thay dUPe mot so dae trUng ban chat va dac thu cila marketing dd'i ndi la-
- Ve cd ban, marketing dd'i ndi cung dUdc tiep cin gidng nhu markehng doi ngoai. Trong market- ing ddi npi cung cd 2 doi tupng chinh: mot ben la doanh nghiep cdn ben kia la cac khaeh hang, Hai ddi tuong nay tae ddng qua iai lan nhau, trong dd doanh nghiep ddng vai trd la ngudi lam marketing, cdn khach hang la dd'i tUdng ehju su tac ddng ciia eae bidn phap markehng. Tuy nhien, frong market- ing ddi npi, chu the lam marketing doi npi dUPc gidi
khoa h(ic = « = ^ = ^ = s = ^ ^ = 52 thddng mai
han lai d pham vi cac nha quan ly cae doanh nghiep vdi danh nghTa la nhOng ngudi dai dien cho lpi ich ehung ciia doanh nghiep, Cdn khach hang trong frudng hpp nay lai chinh la eae nhan vien eua doanh nghiep hay edn gpi la "khach hang not bd".
- Markehng ddi ndi eung dupc col la mdt triet ly, mpt phUdng thUe quan ly hay met chidn lupc kinh doanh cua doanh nghiep vdi nhQng nen tang het sdc quan trong la,
+ Hudng de'n viec thda man tdi cac nhu cau mong muon cija "khach hang ndi bp",
+ Dam bao sp hai hda, thdng nhat lpi ich giiia cac ben: ben lam marketing va ben chiu su fac dpng ciia cae bien phap marketing.
- Muc heu ciia marketing doi ndi khdng phai chi dUng lai ci viec thda man "khach hang ndi bd" de duy tri dupc eac nhan vien tot cho doanh nghiep Nd hudng den dieh cudi cung la sau khi cac
"khach hang npi bp" duoc dap Ung nhu eau, tile la dupe thda man ho se trd nen trung thanh va gan bd hdn vdi doanh nghiep, tU dd ma hp het Idng het sUc phue vu de thoa man va tao ra su trung thanh ctia khach hang d ben ngoai doanh nghiep,
- Theo logic tren, cd the thay markehng dot not Ccin phai dupc hdn hanh trude khi thuc hien mar- kehng ddi ngoai. Marketing dd'i ndi thuc su dong vai frd hd'trp het sUe quan frpng ehd marketing ddi ngoai va ca cho markehng quan h^.
- Cae hoat ddng hay cac cdng cu, ehinh sach cua marketing ddi not eung rat phong phu. Tuy nhien, nd khdng phai la sp ehuyen dich may mdc tu cac cdng cu ctia markehng dd'i ngoai. Trong so cac chinh saeh eiia markehng dd'i npi, ehinh sach quan tn nguon nhdn luc ma cdt Idi la vide thu hut, tuyen dung, dao tao, phat trien va tao ddng lUc eho ddi ngd nhan vien, theo hnh than ctia matltet- ing cting vdi ehinh sach fruyen thdng not bp luon giQ Vj h-i trung tam va cd y nghTa quyet dmh.
TQ nhOng dac frUng ban chat neu tren cua mar- keting ddi npi va cung vdi each tidp can de dua ra djnh nghTa ve markehng ddi ngoai, chung fa cothe dd xudt mdt dinh nghTa tong quat hdn ve market- ing dd'i ndi nhu sau: "Markehng doi ndi la met tnet ly, mpt phUdng thdc quan ly kinh doanh" Theo phuang thUe nay. doanh nghiep can thuc hien tai ca nhQng bien phap cd thd de thda man tdt nhat cae nhan vien - nhQng "khach hang ndi bp", ket noi hp lai vdi nhau, duy tri duoc nhQng nhan vien tol va trung thanh de hp tich cue thda man nhQng nhu
So 86+87/2015
QUAN T R | KINH DOANH
cau va mong mud'n cua khach hang ben ngoai, hd"
fro va dam bao cho sp thanh cdng ctia markehng ddi ngoai.
2. Tam quan trpng cua marketing ddi ndi trong vi^c nSng cao NLCT cua doanh nghidp d|ch vu
Khdng cdn nghi ngd gi nQa ve tam quan trong va y nghia ciia markehng doi ndi trong ITnh vpc kinh doanh djch vu va trong doanh nghiep d|ch vy, Tuy nhien, trong dieu kien canh tranh ngay eang khde liet o i a khu vUc djch vu, thaeh thdc ldn nhat va hyc dien nhat ddi vdi mpi doanh nghiep la lam the nao dd nang cao dupe NLCT. Mpt doanh nghiip cd NLCT cao thi ton tai, phat trien va kinh doanh ed hieu qua. Mdt doanh nghiep ed NLCT thap thl se khdng the tdn tai tren thUdng tmdng. Vdy markehng ddi noi cd vai trd quan trpng nhu the nao dd1 vdi viec nang cao NLCT ctia doanh nghiep"?
Xudt phat tQ khai niem ve NLCT "Nang lUc canh tranh ctia doanh nghidp la kha nang cua doanh nghiep thda man khaeh hang tot ban doi thu canh tranh thdng qua viec khai thac, sd dung lpi the canh tranh ben trong va ben ngoai nham dat dupc eae myc tieu kinh doanh" (Nguydn Viet Lam, 2014) nen cd the khang dmh rang, toan bd cac hoat dpng markehng cua doanh nghiep chinh la toan bd cac bien phap de nang eao NLCT.
Trong s d 3 loai hinh markehng cua djch vy, mdi loai hinh deu ed anh hudng den viee nang cao NLCT theo mpt each thiie rieng. Loai hinh market- ing ddi noi true hep tac ddng va tao nen NLCT cua doanh nghiep tQ cac chinh sach marketing thdng qua viec hlnh thanh nen nhQng lpi the canh tranh sau day:
- Duy tri va gin gid dupc mot ddi ngu n h i n vien tdt, cd trinh dp ehuyen mdn eao, cd hung phan lam viec va phat huy toi da nang lue eiia minh.
Chinh vide thda man nhQng nhu eau va mong mudn eua "khaeh hang ndi bd" da cho phep doanh nghidp thUc hidn dUOc dieu tren (www.study- mode.com 4/2011 va Jabbar Ali, Mirza Ashfaq Ahmed . .2014). Den lupt nd, viee duy tri va cd dupc mpt ddi ngu nhan vien chat iucng cao chinh la tai san, la Ipi the eanh tranh hang dau ma bat ky doanh nghidp djch vu nao deu mP udc. Sd dTviec duy tri dupc mdt dpi ngu nhdn vien td't la mpf lpi the canh tranh vi;
+ Trong so cae ydu td dau vao ctia san xuat ktnh doanh djch vu, ydu t d con ngudi thudng chiem ty trpng ldn.
S o 8 6 + 8 7 / 2 0 1 5
+ Cac yd'u td dau vao khae nhu cd sd vat chat, trang thief bi, nguyen vat lieu de'dang cd the thay the nhung viec thay ddi con ngudi hoan toan khdng de'dang,
+ Yeu t d con ngudi cd anh hudng manh me va chi phdl den nhieu yeu t d khac,
- Dam bao cung dng dich vu vdi so ludng day dli, vdi chat lupng tot nhat.
Ban than vide dam bao ve so luang va chat lupng djch vu mpt phan ldn phu thudc vao so lupng va chat lUpng cae nhan vien ctia doanh nghipp (Abdelmoh Suleiman Aburoub, Abdullah Mohammad Hersh Al Balqa. 2011). Dieu nay bat ngudn tQ dac thu eua dieh vu la nd ludn ludn gan lien, khdng thd tach rdi vdi ngudi cung dng dich vy, Bdi vay, neu doanh nghiep cd mpt dpi ngu nhan vien cd chat luong thi duong nhien doanh nghidp dd cung se cung Ung cho khaeh hang nhQng djch vy ed chat lupng (Atefe Falahafkar.
Rouzbeh Habibi, 2015). Moi lien he nay lai cang trd nen khang khit gan bd va mang tinh tdt yeu dd1 vdl nhOng djch vy can cd sy tuong xUng 1-1 giOa ngUdi cung Qng djch vy va ngudi hep nhan djch vy nhu trong ITnh vUe ngan hang Va mpt khi doanh nghidp cd nhOng djch vu chat lupng cao thi cd nghTa la doanh nghiep dang sd hQu mot lpi the cgnh tranh dgc biet quan frong Trong itch sii cgnh tranh ciia cac doanh nghigp fren cac ITnh vuc, chat lUPng san pham/dich vu ludn dupc coi la ldi the canh tranh hang dau, VI chat lupng dich vu gan lien vdl chat ludng nhan vien ma chat lupng nhan vien khdng de" thay doi nen chat lUdng djch vy ciing khdng de'cd the thay dot Chinh vl vgy, lpi the canh tranh la chat lupng djch vy lai cang tre) nen dac biet Theo Aldington Report (1985)-
"Doanh nghiep cd kha nang canh tranh la doanh nghiep ed the san xuat san pham va djch vu vdi chat lupng vupt trdi va gia ca tha'p hdn cac ddi thii khac trong nude va qudc fe" (Theo vifww,fe, hcm ute, edu.vn/)
- Gan kef eac nhan vien, cac bd phan trong doanh nghiep thanh mdt khdi thong nhat hudng den khaeh hang va phuc vu khaeh hang mdt each tdt nhat,
Mdt doanh nghigp eo nhieu nhan vien td't va ed nhieu ddn vj true thudc tdt, nhUng ne'u cae nhan vidn va cac ddn vj true thupe nay xoay lung lai vdi nhau thi doanh nghiep van chua the ed sUe mgnh tdi da de ddi phd vdi eanh tranh, de phuc vu khach
-khoa hoc ^
' thddngmai 53
QUAN TR! KINH DOANH
trinh lau dai Bdi vay, Ipi the eanh tranh do cd mot thuang hidu tot la het sdc vQng ben.
- Tang cudng su hai ldng, su frung thanh cDa khaeh hang va do dd quydt djnh hidu qua kinh doanh ctia doanh nghiep,
Cd thd ndi nhd cd tat ca nhOng tae dpng hch cpc neu tren ma marketing doi ndi cd dupe lpi the canh tranh cuoi cting nay (Hossein Vazifehdoost &
Sima Hooshmand. 2012), Hay ndi each khac, Ipi thd canh tranh neu tren la su tong hpp fat ca nhQng lpi the canh tranh khac do marketing doi nm tgo ra. DSy ciing chinh la ldi the cgnh tranh tdng hop euci Cling ma mpi doanh nghiep deu muon c6, Lpi the cgnh tranh nay se cho phep doanh nghiep ehien thang dupe doi thu cgnh tranh va luon luon phat tnen (Neelum Javaid, Asma Arshad... 2012).
Ngoai ra, d day chung tdi cung can ndi thim la neng ddi vdl nhQng doanh nghiep vQa va nhd, khi ma kha nang ngan saeh va nhQng dieu kign kinh doanh khae ed ban, doanh nghiep khdng the tien hanh markehng ddi ngoai quy md va bai ban, hoat \ ddng marketing ddi npi trd nen quan trong hon va hien thuc hdn so vdi marketing didi ngoai (www.lantabrand com 26/2/2009). Hdn the nOa, chi phi eho marketing ddi ndi thudng re hdn so vdi marketing dot ngoai nen hieu qua kinh doanh se cao hon va ldi the eanh tranh se Idn hdn.
Ndi tdm lai, ed the hlnh thanh chudi tac dong eiia marketing doi npi den nang lUe eanh tranh ciia doanh nghidp de qua dd khang djnh fam quan trong ciia loai hinh marketing nay trong viec di5i phd va eanh tranh trong dieu kien kinh doanh hien dai nhu sau:
hang d ben ngoai. Tham chi, khi eac nhan vien tot xoay lung lai nhau thi sde mgnh trong mdi con ngudi ed the bj triet heu, Vdi ban ehdt ciia minh, vdi tat ca nhQng bien phap thoa man tol da "khach hang npi bp", vdi viee giao dye cho nhan vien dmh hudng khaeh hang va hudng tdi dap Qng thda man nhu eau eua khaeh hang ben ngoai; marketing doi ndi khdng chi duy tri, gin glQ dupe nhQng nhan vien tdt ma edn ket n ^ hp lai vdi nhau thanh mdt tap the tdt. SUe mgnh ctia tap the nhQng nhan vien tdt nhd markehng doi ndi tgo ra la d chd", mdi nhan vien ddu trd thanh mdt ngudi lam markehng, ho phuc vy khach hang, hudng ddn khach hang va thoa man khach hang bang ehinh cac cdng viee cua minh (Philip Kotler, 2003 - Trang 529), Nhu vay, hp da bd sung them mdt luc lupng nhDng ngudi lam markehng ddng dao eung vdi dpi ngu nhOng nh§n vien markehng ehuyen nghigp va rot cudc, tao ngn mdt sUc manh to idn ciia marketing ddi ngoai. SUc manh nay ciJng gdp phan tao nen NLCT ctia doanh nghiep.
- Gdp phan xay dQng thUdng hieu npi bp eiia doanh nghiep.
Xdy dung thUdng hieu tQ ben trong doanh nghigp dUdc gpi la xay dpng thUdng hieu npi be, Ddy la khai niem dang eon tuong ddi mdi me vdi nhidu ngudi, scng thue su no la mdt hoat ddng khdng the thieu dUpe trong qua trinh hen hanh markehng doi ndi Cung gidng nhu vai trd cua mar- kehng ddi ndi la hd'trp cho marketing doi ngoai.
xay dung thUOng hieu npi bp se gop p h i n quan trpng vao viec xay dung thUPng higu ciia doanh nghiep trong tgm tri cac khaeh hang bgn ngoai - mpt phan ctia boat dpng markehng ddi ngoai (Joe Pulizzi. 2007). 6 day cd mdt logic bien ehUng la neu thuong hieu npi bp manh thi ehae chan thUdng hieu bdn ngoai cung se mgnh Mdt thUdng hieu mgnh la thuang hieu co gia fr;. Day cung la met thd tai san hdt sUc quan trong ctia doanh nghiep va trong he fhong hgu chi danh gia NLCT eOa doanh nghiep, tai san thuong hieu la mot tieu chi quan trpng ludn ludn dUde nhac tdi Ngoai ra, chting ta cung
cdn nhd rang, gia tn tai san thUdng Ngudn' Tac gia ^^•"
higu khdng phai cd the dupe tao ra Hlnh 2.1. Chudi tic dpng cua marketing doi ndi din viec ning | ngay mdt Itic ma phai la mdt qua cao NLCT cua DN
•I'i'ia'ioc ^_
54 thifdng mai s 6 86+87/2015;
Cac chinli sach markeling doi npi
S\} liai long
cua nhan vien I—*\ chan dirg-c nlian
Cung liny cac
—•! djch vu chat lii(,Tiig cao
Tflng ctTcriig s^ liai long khach hang
Duy Iri su I m n g Ihanh kliach hang
TSiig cttang hifu qua kinli doanh cua doanli ngliiep
Q U A N T R | KINH DOANH
3. Cac chlnh sach marketing doi n$j nham nang cao nang Ipc c^nh tranh cua <;ac doanh nghidp d|ch vu
3.1. Chfnh dd quan trf nguon nhan Ipc theo tiei ly da marketing doi npi
Nhu da chi ra d tren, ban chat cua marketing ddi npi la thda man toi da nhu cau va mong mudn eua cac nhan vien doanh nghiep. Bdi v^y, ehinh sach quan trpng hang dau cua markehng ddi ndi la chinh sach quan trj ngudn nhan luc theo tridt ly markehng cua doanh nghiep. Va day eung la chinh sach gde re", mot cdng cu cd vai trd die biet trong vigc gdp phan nang eao NLCT eiia doanh nghiep.
Xet tren nhteu phuong dien, quan tr; nhan luc thdng thudng va quan tn nhan lpe theo triet ly mar- kehng ddi npi cd nhteu net tuang ddng, kha trung hop vdi nhau. Tuy nhien tren thuc te, ehung khdng ' phai la mdt, giQa chung ed nhQng su khac biet kha ' rd rang va can ban, d§c biet la su khac biet ve '• each tiep can. ve myc heu hudng den va nhOng y ' tudng ehinh ciia chung. Theo Woodrufte (1995, 1 trang 88): "Tnang khi quan diem truyen thong eua
quan tn ngudn nhan lue cd the dupe xem nhu la hoan thanh cdng viec thdng qua eon ngudi, mar- kehng ddi ndi chuyen dich tdi mpt y tudng thay the - phat tnen kha nang con ngudi de dgt dupc eac 1 muc heu eua to chdc thdng qua su thda man cac : myc tieu ca nhan" (Theo 1 kqtkd.duytan.edu.vn/18/6/2014) Cung quan diem
; vdi Woodrufte, trudc dd, Ahmed va Fafiq (1993) 1 cQng da cho rang, marketing dw npi gdp phan vao quan tn ngudn nhan luc thdng qua viec phat trien cac djnh hudng "khach hang npi bp" bang each ap - dung cac ky thuat markehng trong to chUe (Theo
• kqtkd.duytan,edu.vn/18/6/2014). Theo cac fac gia J nay, quan tn nguon nhan Ipc da cd mot loat cdng ey de khuyen khieh nhan vien, va rang cae ky
\ thuat markehng chl duoc them vao dd Ddng tinh va phat trien them cac quan diem tren Grenroos (2000) khang dmh rang, quan trj nguon nhan lUe cung cap cae cdng eu cd the dUdc sd dung trong markehng doi ndi, chang hgn nhu dao tao va tuyen dung, va marketing ddi npi cung cap hudng dan lam t h d nao nhQng edng cu nay cd the dUdc sd dyng d d eai thien, nang cao hieu suat cCia mar- kehng ddi ndi thdng qua cac nhan vien dtnh hudng
t khach hang (Theo kqtkd.duytan.edu.vn/18/6/2014). Bowen etal
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(2000) edn ed mdt y kie'n bd sung nUa va nhan manh markehng dot ndi muon thanh eong fhi ddi hdi hoat ddng nay va quan trj nguon nhan luc phai dupe thuc hien cting nhau (Theo kqtkd.duytan edu vn/18/6/2014)
Nhu vay, marketing dcM ndi va quan tri ngudn nhan luc cd mdi lidn hg mat thiet gan bd vdi nhau, cd su chdng chee len nhau nhung van cd nhOng diem khac biet. Cd thd khai quat len 2 diem khac biet Idn nhat va tdng quat nhdt ma diem khac biet nay se chi phdi den fUng hoat ddng eu the eua markehng doi npi so vdi quan trj ngudn nhan lUe nhu sau:
- Cac chinh saeh quan frj nguon nhan lUc theo tnet ly eiia markehng ddi npi deu phai dUPe bat ddu td nhu cau ciia nhan vien va hudng den viec thda man va dap Qng cac nhu cau dd.
- Ngoai viee dap Ung va thda man nhu eau ctia cac nhan vien, quan trj nguon nhan lyc theo hnh than cua markehng ddi npi edn phai thpc hign mue hgu thU hat - hudng de'n va dam bao viec phuc vu, thda man nhu cau eua cac khach hang ben ngoai.
De thuc hien dupc ca 2 muc heu neu trgn. qua trinh sd dyng cac chinh saeh quan tn ngudn nhan luc theo tnet ly ciia markehng ddi ndi trong cac doanh nghiep can dam bao duoc cac yeu cau va npi dung cd ban sau-
- Ddi vdi chinh sach tuyen dung:
+ Cdng tac tuyen dung can dUde td chUc thuc hign theo yeu cau ehien lupc phat trien ctia ddanh nghigp va yeu cau ctia tUng giai doan, tUng nam ddng thdi phai gan vdi muc tieu cua marketing ddi ndi.
+ Ddi tUdng tuyen dung, ngoai viec dam bao cac yeu cau chung, can phai la nhQng ngudi cd tam huyet vdi doanh nghiep va cd kha nang phuc vy khach hang tot nhat bang vi tri cdng viee dupc tuyen dung.
- Ddi vdi chinh sach dao tao-
+ Can phai coi ehinh sach dao tao nguon nhan luc la chinh sach Uu hen hang dau trong sd cac chinh sach quan tn nhan luc theo tnet ly market- ing ddi npi.
+ Phai tiiy theo nhQng ddi tUdng nhan vien khae nhau ma cd ehUdng trinh, thdi gian dao tao va hinh thUe dao tao va phUdng phap dao tao khac nhau, Trong chUOng trinh dao tao dgc biet chti y viec giao due eho nhan vign y thdc, kien thde va ky nang phue vu khaeh hang bang ehinh cae
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QUAN T R | KINH DOANH cdng viec ma minh dang dam nhan. Ngoai ra, cung can chu y giao due cho cae nhan vien hnh than ddng dpi, sp hpp tac, gan bd vdi nhau ca d trong va ngoai cdng viee.
- Ddi vdi chinh saeh sd dung lao ddng thang hdn va phat trien nghe nghigp:
+ Can dam bao ca hot thang hen cdng bang, binh dang cho mpi ddi tupng.
+ Can dam bao viec trao quyen va cam kdt nhdm phat huy moi nang Ipc sang tao eua cac nhan vien.
+ Cung cap cho cae nhan vien ban md ta cdng viee va trach nhiem rd rang, tao dieu kien cho nhdn vidn cd co hdi phat tnen.
+ Tdn trpng va thuc hidn triet de nguyen tac
"dung ngUdi, dung viec". khuyen khich lam viee theo nhdm.
+ Thay dd'i phuang phap quan ly ddi vdi eac nhgn vidn khac nhau.
- Doi vdi chinh sach phtjc Idi, dai ngd va khen thudng,
+ Thpc hien viee dam bac toi da nguyen tac dai ngd cdng bang hdp ly. Ngoai nhQng hinh thUe dai ngd va khen thudng truyen thong, can chu y phat then va lam phong phu cae hinh thUc khac nhau ed sdc hg'p dan va tgo ddng luc lam viec cho nhan vien + Cac che dd phiic lai cung het sUc phong phu da dgng hudng den tdt ca moi dot tuong td nhQng dieu nhd nhdt trong cude song hang ngay nhu com do, gao tien ddn nhQng ehe dd quan trong cho quan ly cap cao.,,
+ Chan thanh dai ngd va dai ngd xdng dang vdl ngudi tai,
- Ddi vdi viec danh gia flnh hinh thue hien cdng viec,
+ Can ed mpt hg thdng danh gia tinh hinh thuc hign cdng viee mdt each chat che, khoa hpe bao dam cdng b i n g ve thti tye, cdng bang ve lai ich;
dam bao tinh phu hpp, nhay cam, hn cay, chap nhgn dupe,
+ Qudn tn vige thpc hien qua trinh danh gia toan dien, khoa hoc tQ vide xae djnh chi heu. tigu chudn danh gia ddn do ludng, ket qua hoan thanh va thpc hign danh gia chinh thUc.
+ Quan tn eac ket qua danh gia mdt each toi uu dd sd dung cho viec de bat, bo nhigm cung nhu viec khen thudng, ky lugt va tham ehi la sa thai nhan vien
3.2. Chfnh sich xay dung thuang hiiu npi bp
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Ndu coi mdt loat cac chinh sach quan trt ngufin nhan luc theo triet ly markehng doi ndi la nhiing cong cu ehu dao, cdt Idi va ed y quyet dmh den sy thanh cong ciia marketing ddi ndi, ddn viec nang cao NLCT eua cac doanh nghiep djch vu va la edng cu markehng - mix so 1 thl vide xay dyng thupng hidu ndi bd se dupc coi la mpt loai cdng cii nQa, cdng cy markehng - mix so 2.
Xay dung thUPng hieu ndi bd dupe coi nhu la mpt cdng cu markehng - mix trong markehng doi npi va la chinh sach quan trong de nang cao NLCT cua doanh nghiep la hoan toan hpp ly, hop logic va la tat yeu. Sd dT nhu vgy la vi ngay nay thuong hieu cd mdt vj tri het sQc quan frpng, thuong hieu trd thanh thanh t d cua hd thdng mar- keting - mix eua moi doanh nghigp va la dil fieu khdng the thieu dupc de bieu th;, phan anh va danh gia NLCT d ca cap dp doanh nghigp va cap dp san pham.
Trong qua trinh phat trien cCia marketing doi npi, cung chi ddn giai doan gan ddy, vigc xgy diJng thUdng hidu ndi bd mdi thUc sp dUdc quan tam NhQng nghien eUu da chi ra rang, neu met doanh nghiep chi quan tam den viee xay dung thUdng hieu d ben ngoai ma qudn di vige xay dung thUdng hieu ndi bd tht dieu nay la mdt sai l l m ldn. Trudc khi thuong hieu dupc xay dung va quang ba d ben ngoai, nd phai dupc xay dung va quang ba d chlnh trong doanh nghiep, Chl khi do, vige xay diJng thuong hieu d ben ngoai mdi ed hieu qua, Nhii vay, viec xay dung thUOng hidu ndi bd phai dUdc tier hanh trudc khi xay dung thUPng higu ben ngoai.
Sd dT viee xay dung thUPng hieu nfii bd dam bao tinh hieu qua eua vige xay dUng thuong hi^u ben ngoai la vi-
- Nd dupe cam nhgn va danh gia bdi chlnh cac
"khaeh hang npi bd". Cae khach hang npi bd co cam nhan dupe, ed thay dn, thdy hdp ly va co siic thuydt phuc thi khi dd thUdng hieu mdi chiem ITnh dupc tam fri eiia khaeh hang ben ngoai. Theo Fast company- "Rat nhieu ehien djch quang cao truyen tai nhQng thdng diep cam xuc manh nhung lai hoi khd hieu va gay ra nhQng khd khSn nhat dinh cho cac nhan vien binh thudng trong edng ty dd cam thy" (Theo www.quancafe.vn), Tai lieu nay cung cho biet: "Theo khao sat gan day thi chi cd khong qua nda so nhan vien trong mdi cdng fy hn tUdng vao tam nhin thUdng higu cua cdng ty hp va fh?tn chi cdn it hon so lUpng dd dupc trang bj dSy dii de
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Q U A N TRI KINH DOANH thuc su tham gia hidn thue hoa tam nhin nay"
(Theo www.quancafe.vn).
- Nd huy dpng dupe toan the nhan vien cua doanh nghiep cung vdi dpi ngu nhan vien market- ing Chung sQc xay dung thupng hieu ben ngoai trong qua trinh thuc hien nhiem vu hang ngay cija minh. CQng theo Fast company: "Khi ma vigc Cling CO thuong higu duac dieh ra ngay trong ldng cdng ty thl chinh nhQng con ngudi trong doanh nghiep se tim each phat tridn qua trinh nay de'n vdi ddng nghiep va doi tae" (Theo www.quancafe.vn).
Ve CP ban qua trinh xay dung thuang hieu npi bd bao gdm mpt so hogt ddng sau:
- Huy dpng toan the nhan vien cdng ty tham gia vao qua trinh xay dpng hoSc ddi mdi thUdng higu, Mdt hang hang khdng ldn sd dung mot nhdm cac
"ket ndi vien" va "anh hUdng vidn" bad gom cac hep vien tham gia vao qua trinh xay dung thuong hieu eung vdi eac nha chien lupc thUdng hieu. Mdt cdng ty cung cdp djch vu tai chinh sd dung tat ca cac nhan luc ctia minh gdm cac nhan vien quan ly nhan sU, nhan vien kiem toan, quan fri nil ro/nguy CO de dmh nghTa cung nhu hoan thien y nghTa eua thuong hieu. Mpt cong ty djch vy tai chinh khac da danh khoang 6 thang de nang len dat xudng nhQng y tudng thUPng hieu va nhQng anh hudng cd the cd cua nd den vdi hang tram lanh dgo ctia cae dPn vj khac nhau cua cdng ty, td dd dua ra nhOng thdng didp higu qua nhat nham thuc ddy va dem ddng luc cho moi thanh vien npi bp trudc khi dua chien dich ra ben ngoai (Theo wviw.quan- cafe.vn)
- Truyen thdng den toan bd nhan vien cua cdng ty de cLing c d nhan thQe, s u hieu bidt va mem hn thUdng hieu eua tat ca cac nhan vien nay, Hogt ddng huyen thdng xay dung thuang hieu nhu vgy dupe hen hanh khi ma y nghTa cua thUdng hieu, hlnh anh thUdng hieu va bd nhgn dien thUdng hieu da dupc hoan chinh.
- hiuy dpng toan the nhan vidn eua cdng ty quang ba hinh anh thuang higu ra ben ngoai. Cd hai thQ thdng diep quan trpng ma nhan vien cd the tidn hanh de thuc hidn quang ba thuong hieu ra ben ngoai:
+ Thdng diep thd nhdt chinh la nhOng hanh vl, hanh ddng, la hinh anh ciia tdng nhan vien trong qua trinh thuc thi cac nhigm vy cy the CLia minh d mpi nPi moi luc trudc su chQng kien hay tham gia eua cac khach hang.
+ Thdng diep thd hai la toan bp nhQng thdng tin ma bd phan markehng chuyen nghiep eCia edng ty da thie't ke't, xay dpng va dupe sir dung de quang ba ra ben ngoai theo each thUe truyen thd'ng
- Xay dpng van hda doanh nghiep- Thuc sU viec xay dung van hda doanh nghiep la mpt chu de het sdc Idn lao. No hoan toan la mot hoat ddng ddc lap va cd y nghTa het sUc quan trpng xet tU gde dd quan tn doanh nghiep ndi Chung. Tuy nhien, dUng tren gde dd cCia marketing ddi ndi, dac biet la trong qua trinh xay dung thuong hieu ndi bd, van hda doanh nghigp la mdt tai san vd hinh, nd chinh la chat ket ndi toan the nhan vign edng ty lai vdi nhau de tao nen mdt tap the vdng mgnh, nd tao nen ban sac thuong hieu npi bp. Chinh vl vay, nd la thanh phan khdng the thieu dupc ciia chinh sach phat tridn thuong higu ndi bp.
3.3. Chfnh sac/i truym thdng npi bp Cung vdi chinh saeh quan ly ngudn nhan luc theo triet ly marketing ddi ndi va chinh saeh phaf tridn thuong hidu ndi bd; truyen thdng npi bp eung dupc coi la mpf cong cy, mdt ehinh sach khac ctia markehng - mix trong loai hinh marketing ddi ndi va cung cd vai trd to Idn trong vigc gop phan tao lap NLCT ciia doanh nghigp.
- Mpt each tdng quat thi muc dich eiia truyen thdng npi bd la de xay dung, thiet lap va duy tri mdi quan he ed Ipi giQa doanh nghiep va nhan vien - ngUdi quyet dinh sU thanh bai cua doanh nghigp; xay dung hlnh anh eCia doanh nghiep, truyen thdng hai chieu vdi nhom cdng chung ben trong, tang cudng anh hudng ciJa doanh nghigp de ddi phd vdi cgnh franh.
- Tiep can tQ gde dp eiia markehng ddi npi, truyen thdng npi bp la hudng den va bao gdm nhQng hoat ddng thdng hn phye vu eho viee thuc hien qua trinh quan tn nguon nhan lyc theo tnet ly cua markehng ddi ndi; qua trinh xay dung va phat trien thUdng higu ndi bp va xay dung van hda doanh nghigp.,. Thdng qua truyen thong ndi bp, thdng tin se dupe lan tda fU fren xudng dudi, tU dudi len tren va truyen ngang giOa eac bp phgn gdp phan lien ket cac bd phan, thuc day phat trien nhQng gia tri fich'cue, giam bdt nhQng tieu cue,
- De thuc hien viec truyen thong npi bd, doanh nghiep cd the sii dyng nhieu kenh thdng fin khac nhau. Dudi day la mdt so kenh thdng hn cd ban de' thpe hien chinh sach truyen thong npi bp.
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QUAN T R ; KINH DOANH
+ Tap chi ndi bd: thdng thudng eac tap chi nay dUde xuat ban djnh ky, de cap den nhQng chinh sach hogt dpng ctia doanh nghiep, la kenh de nh§n vien chia se suy nghT ctia hp.
+ Mang ndi bp. kenh thdng hn nay giup eac nhgn vien trao va nhgn thdng hn phan hoi nhanh chdng. Nd cung cho phep chuyen ban tin npi bp den nhan vien nhanh nhat. Mang npi bp cdn cd the luu giQ tai lieu doanh nghigp thdng qua mdi trudng truyen thdng tUdng tae.
+ E-mail: day la phuong hen truyen thdng nhanh ehdng den ngudi dpc de ho de'dang hep cdn vdl hn tUc eiia doanh nghiep.
+ Giao tiep true tidp: viec giao tiep trye hep ed the dupe thuc hign bang rat nhidu hinh thUe khae nhau. Dd ed the la hinh thQc hpp nhdm hay cae hpi nghj quan ly. Thong qua cac hinh thdc giao tiep true hep eac nhdn vien cd the phan anh duoc rSt nhieu thdng tin va nhu du. mong muon hay nhQng ban khoan thac mac cija hp; ngupc Igi, doanh nghiep eung truyen tai eae thdng diep kinh doanh quan trpng den vdi moi nhan vien.
Cd the xem dgy la nhQng kenh thdng tin npi bd quan trpng nhdt, cac thdng tin dupc truyen di va dudchdp nhan i t c h i u anh hudng eiia nhQng yeu to nhie'u vi vay ma it bj sai Ieeh, mee md va chdng cheo.
+ Bang tin' day la vgf dung khdng the thieu dUde frong mdi van phdng hoac d nhQng dia diem cdng cpng fy tap nhieu ngudi trong cdng ty. Bang hn cung cap eac thdng hn ve sU kien, heh hpp hay cac quy djnh chinh saeh cua doanh nghidp.
+ Mang xa hpi: vdi nhOng kgnh thdng tin nay, cac thdng f n dupe truygn tai dg'n cac nhan vien mdt each nhanh ehdng va vigc chia se thdng hn, lan toa thdng tin glQa cac nhan vien eung rat nhanh ehdng va de'dang qua dd ma tang eudng su ket ndi hp vdi n h a u . *
7a/ lieu tiiam fchao:
1. Abdelmoti Suleiman Aburoub, Abdullah Mohammad Hersh Al Balqa, The relationship between internal marketing and service quality to customers' satisfaction. Accepted: January 19,2011.
2 Atefe Falahatkar, Rouzbeh Habibi, Effect of internal marketing on service quality. 2005,
3. Hossein Vazifehdoost & Sima Hooshmand, The Effects of Internal Marketing and Organizational Commitment on Bank's Success.
Published by Asian Society of Business and Commerce, 2012.
4. Jabbar Ali,Mirza Ashfaq Ahmed ..., The Impact of Internal Marketing on the Employees Retention in Siaikot Industries, International Journal of Academic Research in Business and Social Sciences, 2014, vol. 4, issue 9, pages 478-489.
5. Joe Pulizzi, The Importance of Internal Marketing on the Brand. Published October 9,2007,
6 kqtkd.duytan edu.vn/18/6/2014, Moi quan he giQa Marketing ndi bo va Quan tri nguon nhin luc.
7 Philip Koher (2003), Quan tn marketing. Nha xudt ban Thdng ke. Trang 3 1 , 528, 529,
Summary
After the popular external marketing, internal marketing has been established and widely applied throughout the worid, especially in the service sector In our country, the concept of inter- nal marketing is shll new The awareness, knowl- edge and theories of internal marketing are just preliminary, the concept has not been researched much and Its application in Vietnam business envi- ronment is merely modesL In the meanhme. amid the severe eompetittive conditions, in order to sur- vive and develop, every company needs to improve their compehhveness To raise the com- pefihveness, the applicahon of marketing in gen- eral, infernal marketing in particular plays an important role. This has urged the author to choose Internal markehng as the subject of research in this article. The article begins with the analysis and identification of specific features of service sector, the establishment and nature of internal marketing, then it proves and affirms the importance of internal marketing in raising com- petitiveness of service businesses; the article ends with internal marketing policies and their implteahons so as to enhance the compehhveness of service businesses in Vietnam.
