NGHIEN Ctfu & TRAO D O I
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KHI IVIUA S A M d CAC SIEU THj DIEN MAY TAI TP.HCM
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Trong nhflng ndm qua, thu nhap vd mflc sd'ng cua ngUdi ddn ngay cdng ndng eao, mdi trUdng xa hdi thuan lgi da tao dilu kien cho he thd'ng sieu thi dien mdy VN hinh t h a n h vd phdt trien, ddc biet Id tai TP.HCM. Theo ke't qud khao sat thi trudng dien mdy cua Nguyin Kim - Trung tam mua s^m Sdi Gdn vdo thdng 10/2008, sd lugng cac sieu thi/cfla hdng dien may tai TP.HCM kinh doanh theo hinh thflc hien dai la 41 sieu tbi (gdm 115 diem bdn hang) va 7.387 cfla hdng nhd kinh doanh theo hinh thflc t r u y i n thdng. Sd lieu tren cho thd'y cdc sieu thi dien may tai TP.HCM Id khd nhieu. Dilu ndy, ddi hdi cdc nhd quan ly sieu thi dien mdy phdi chiu sU canh t r a n h quyet liet trong viec thu hut khdch hdng. Mat khdc, nhu cdu cua ngudi tieu dung VN ngdy cdng nang cao vd hp cd nhieu thdng tin ban trfldc khi quyet dinh mua sdm. Hp khdng ehi quan tdm den chd't lugng vd gid san pham ma cdn chu trpng de'n cha't lUpng dich vu sieu thi. Khach hdng thfldng so sdnh gid cua cdc cfla bdng ben ngodi vd sieu thi trUdc khi ra quyet dinh mua (Nguyin Thi Mai Trang & ctg, 2007). Do dd, van d l Id lam the nao de lam bai Idng khdch hdng khi bp cd nhu cau mua sam tai sieu thi. Ddy la viec bet sflc can thiet ddi vdi cac sieu thi dien mdy trong tinh hinh canh tranh gay gdt hien nay.
Xud't phdt tfl tinh hinh tren, bdi vie't ndy phan dnh thflc trang mflc dp hdi long cua khdch bdng khi mua sdm tai cdc sieu thi dien may, tfl dd kien
Trudng Dai hpc Dan tip Vin Lang
nghi mdt sd giai phdp ca bdn nham giup cdc nhd quan ly sieu thi dien mdy trong viec lam hdi long khach hdng.
1. PhiMng ph^p nghien cdU
Nghien cflu dugc tie'n hdnh qua hai giai doan:
Nghien cflu dinh tinh vd nghien cflu dinh lugng.
Nghien cflu dinh tinb dugc thUc hien bang cdch phdng van cdc khdch hang vd thao ludn vdi cdc chuyen gia ngdnh dien may v l cdc tieu chi lam hdi long khdch hang khi mua sdm tai sieu tbi dien may. Tren cd sd dd, hieu chinh cdc tieu chi de lam bang cau bdi chinh thflc. Nghien cflu dinh lugng dugc tien hdnh thdng qua bang cau hdi chinb thflc.
Bang cau hdi trong phan tich dinh Iflgng gdm hai phan chinb: Phan thfl nha't gdm 32 phdt bieu vl mflc dp hdi long. Trong dd, tieu chi thang do thdi dp phuc vu cua nhdn vien gdm 3 phdt bieu, san pham 4 phdt bieu, trUng bay san pha'm 4 phdt bieu, chuang trinh khuyen mai 3 phdt bieu, thanh todn 4 phat bieu, thuang hieu sieu thi dien may 3 phat bieu, vi tri sieu thi 3 phdt bieu, dich vu sau ban hang 3 phdt bieu, dung tbfl san pham 3 phdt bieu vd gid bdn san pham gdm 2 phdt bieu. Phan thfl bai gdm thdng tin cd nhan ngfldi dflpc phdng van: tudi, gidi tinh, n g h i nghiep va thu nhap.
Thang do dugc sfl dung trong nghien cflu la thang do Likert 5 mflc dp, tfl (1) Hodn toan khdng ddng y de'n (5) Hodn todn ddng ^.
Nghien cflu sfl dung phuang phdp chgn mau thuan tien tai cdc be thd'ng sieu tbi dien mdy trong TP.HCM nhU Nguyin Kim, Thien Hda vd
Phat trien kinh te - Thang Nam nam 2010
I
NGHIEN CU'U & TRAO DOI
Chg Ldn vao thdng 01/2010.
2. Phin tich itSt qui va thio lu$n
2.1 Mo td mdu
So' mau dugc chpn Id 300 vd dd'i tugng dflgc phdng van la cac khdch hang tai cae he thd'ng sieu thi dien mdy trong TP.HCM n h u Nguyen Kim (100 khach hdng), Thien Hda (100 khdch hdng) va Chg Ldn (100 khdch hang).
2.2 Kiem dinh cdc tieu chi thang do Ke't qua Idem dinh dp tin cay (Cronbach Alpha) cua cae tieu chi t h a n g do va p h a n tich n h a n to' EFA vdi phuang p h a p trich la principal compo- nents vd phep quay varimax. Bang 1 trinh bdy ke't qua kiem dinh cdc tieu chi t h a n g do.
hdng khi mua sdm tgi cdc sieu thi dien mdy Ket qua nghien cflu cho tha'y: Ve dac diem gidi tinh ed 52% ngfldi t r a ldi la n a m va 48% ngfldi tra ldi la nfl; v l dp tudi thi k h a c h h a n g cd dp tudi tiif 18-25 chie'm 6,3%, do tudi tfl 26-35 chiem 45,3%, dp tudi tfl 36-45 chiem 29,7%, dp tuoi tfl 46-55 chie'm 16% va dp tuoi t r e n 55 chiem 2,7%; ve thu n h a p thi k h a c h h a n g cd thu n h a p dfldi 2 trieu ddng/thang chie'm 10%, tfl 2 den dfldi 4 trieu ddng/thdng chie'm 18%, tfl 4 de'n dfldi 6 trieu ddng/thdng chie'm 41,7%, tfl 6 den dfldi 10 trieu ddng/thdng chie'm 2 1 % va t r e n 10 trieu/thdng chie'm 9,3%.
Ke't qua do Ifldng thflc t r a n g mflc dp hdi long cua khdch h a n g khi mua s a m tai eac trung tam Bang 1: Ke't qua kiem djnh cac tieu chi' thang
Phan tich nhan to EFA
He sd KMO: 0,797;
Tdng phfldng sai trich: 73,578%
Cac tieu chi lam hai long khach hang
Thai dp phuc vu ciia nhdn vien San pham
Trflng bay san pham Chfldng trinh khuyen mai Thanh toan
Thfldng hieu sieu thi dien mdy Vj tri sieu thi
Dich vu sau ban hang Dung thfl san pham Gid bdn san pha'm
do
DQ tin cay (Cronbach Alpha)
0,8510 0,9229 0,7890 0,6628 0,8130 0,7459 0,9795 0,8788 0,8654 0,8535
>i
Ket qua kiem dinh cdc tieu chi t h a n g do d i u cd gid tri tfl 0,7 den 0,9 cho tha'y eac thang do d i u thda man yeu cau v l dp tin cay (Cronbach Alpha).
Trong dd, cac tieu chi cd a n h hudng m a n h de'n viec lam hai long khach hdng la vi tri sieu thi, sdn pham, phuc vu sau bdn hdng, dung thfl san pham, gid bdn san p h a m vd thdi dp phuc vu cua nhdn vien.
Sau khi p h a n tich nhdn to' EFA, trong dd 10 tieu chi gdm: t h a i dp phuc vu n h a n vien, s a n pham, trflng bdy san pham, chfldng trinh khuyen mdi, thanh todn, thUdng hieu sieu thi dien may, vi tri sieu thi, phuc vu sau bdn hdng, dung thfl san pham vd gia bdn san pham. He so' KMO Id 0,797 vd tdng phfldng sai trich cua md hinh la 73,578%
chflng td cdc tieu chi phan tich d tren la thich hpp.
2.3 Thiic trgng mdc do hdi long cua khdch
Phat trien kinh te - Thang Nam nam 2010
dien may dflgc the h i e n qua bang 2 nhfl sau:
Bang 2: Ket qu^ mflc 6q hai long ciia khach hang Cac tieu chi hai long
khach hang
Thdi dp phuc vu cua nhan vien San pham
Trflng bay san pham Chfldng trinh khuyen mai Thanh toan
Thfldng hieu sieu thi dien may Vj trf sieu thj
Djch vu sau ban hdng Dung thfl san pham Gid ban san pham
Gia trj trung binh (Mean)
3,25 3,65 3,36 3,58 4,27 3,68 3,71 3,36 3,74 3,88
NGHIEN Ctfu & TRAO D O I
Ket qua nghien cflu Bang 2 cho thay, hau het cdc tieu cbi lam hdi long khdch hdng diu cd gia tri trung binh [1] dudi 4 vd chi cd hinh thflc thanh todn Id tren 4 theo thang diem 5. Cdc tieu cbi nay cd gid tri trung binh tha'p nhdt la 3,25 vd eao nhdt Id 4,27 theo thang diem 5. Cu the thdi dp phuc vu ciia nhdn vien la 3,25, san p h a m Id 3,65, trUng bay san pham 3,36, chuang t r i n h khuyen mai la 3,58, thanh todn Id 4,27, thuong hieu sieu thi dien may la 3,68, vi tri sieu thi Id 3,71, dich vu sau bdn hang la 3,36, dung thfl san p h a m la 3,74 vd gia bdn san pham Id 3,88.
Qua khao sdt thUe te tai cac sieu thi dien mdy tai TP.HCM dd eung cd' nhflng ddnh gid v l mflc dp hdi long cua khdch hang. Cu the:
- Vl thdi dp phuc vu eua nhdn vien tai cdc sieu thi: Vdn cdn n h i l u thieu sdt, vi du nhU n h a n vien khong cd thdi dp hay cfl chi ndo chdo ddn khach den tham quan mua sam, t h a m chi cd trUdng hpp nhdn vien t a p trung lai ndi chuyen rieng; khi khdch hang cd nhu cau tim san pham hede mud'n bie't them thdng tin v l san pham thi khdng dflpc sfl trg giup eua nhdn vien bdn hdng hoac tU van khdng day du v l sdn pham. Nhflng viec ndy tao a'n tflgng ban dau khdng td't v l sieu thi hoac ra't khd thuyet phuc khdch hdng quay lai mua hang lan sau.
- Ve sdn pham: Nhin chung cdc sieu thi deu cd sdn pham tUdng ddi da dang vd phong phu v l chung loai, cd the ddp flng nhu cau khdch hang hien nay. Tuy nhien vdn cdn tdn tai viec mpt sd sieu thi khdng du san pham cung cap cho khdch hdng ddc biet Id trong thdi gian td chflc cdc chfldng trinh khuyen mdi.
- Vl trflng bdy san pham: Khd tha'y dflgc cdc
chung loai san pham ma khach hang mud'n tim kiem va khdng gian danh cho viec di lai lUa chpn sdn pham khdng dflgc thodi mdi.
- Vl chfldng trinh khuyen mdi tai cdc sieu thi dien may: Dugc quang cao ram rd tren cac trang bdo vdi tan sua't day dac, keo ddi trong nhilu nam do dd chung trd nen binh thUdng, thdm cbi 1dm giam mflc dp ndng can ed dd'i vdi cdc cbflang trinh khuyen mai. Mat khac, cd mdt sd sieu tbi khi dUa ra cdc chUdng trinh khuyen mai r a t hap dan nhUng khi khdch hang de'n mua thi ndi bet hang mac du thdi gian khuyen mdi van cdn, hoac la cd nhflng chfldng trinh khuyen mai quang edo ra't map md. Dieu nay gid'ng nhU Id Ifla dd'i khdch hang.
- Vl t h a n h todn: Da so' khdch hang deu bdi long vi cac sieu thi cd hinh thflc thanh todn da dang nhfl t i l n mat, dung the ... vd khach hang cam tha'y thodi mai khi t h a n h toan.
- Vl thUdng hieu: Qua dilu tra cua tdc gid, nhin chung khdch bdng diu cho rang ddy nhflng sieu thi dien may dang tin tudng, mang de'n sU an tdm va khach hang se chpn khi ed nhu cdu mua sdm.
- Vl vi tri cua sieu thi dien mdy: Vi tri sieu thi dien mdy hien nay d vi tri khd td't nhUng hau bet cbi tap trung d khu vUe npi thdnh vd ehUa phdn bd diu tai khu vflc ngoai thdnh, khdng thuan tien dd'i vdi khdch hdng d khu vflc ngoai thdnh.
- Ve dich vu sau ban bang:
+ Giao hdng: Hau bet khdch hang khdng bai Idng ve dich vu giao hdng vi thdi gian giao hang ra't cham. Cdc sieu tbi dien may thudng su dung binb thflc ket hpp giao hdng tren cung tuyen vd du lupng bang hda cho mdt chuyen xe. Day Id nguyen nhdn gay ra sU cham t r i , ddc biet Id vdo
Phat trien kinh te - Thang Nam nam 2010
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NGHIEN CU'U & TRAO UUL
thdi diem cd chfldng t r i n h khuyen m a i thi viec giao hang cdng cham hdn.
+ Bao h d n h s a n pham: Cdc chinh sdch bao h a n h dfla ra ra't hap ddn nhflng khi khdch h a n g gap sfl cd' v l san p h a m thi r a t khd ddi hoac t r a lai s a n pham. Khdch h d n g thfldng xuyen phdn n a n v l thdi gian bao tri san pham qud lau.
- Vl dich vu dung thfl sdn pham: Nhieu sieu thi dien mdy cd dich vu dung thfl san pham nhflng hau b e t khdch hdng khdng biet v l cdc dich vu ndy. Nhdn vien khdng ehu dpng ndi v l dich vu dung thfl san pham vdi khdch hang. VI du: Mdt sd sieu thi dUa ra dich vu dung thfl san pham ghi t r e n phieu n h a n hdng t a m flng nhflng vdi ddng chfl ghi r a t nhd.
- Vl gid ban: Nhin chung v l gid ban gifla cae sieu thi khdng cd sU chenh lech gia dang ke va da so' khdch hang d i u hai long v l gid ban tai sieu thi.
Nhu vay, ke't qua nghien cflu vd khao sdt thUe te ddi hdi cdc nhd quan ly sieu thi dien mdy can phai xem xet lai cdc tieu cbi lam hdi long khdch hang tai chinb he thd'ng sieu thi eua minh n h a m cd the phuc vu khdch hang td't hdn, ddng thdi eung Id giup cdc sieu thi dien mdy tdn tai dflpc treng giai doan canh t r a n h gay gdt hien nay.
2.4. Cdc gidi phdp ccf bdn cho vdn de Idm hdi long khdch hdng khi mua sdm tgi cdc sieu thi dien mdy trong TP.HCM
De ndng cao mflc dp hdi long cua khach hang khi mua sam tai cac sieu thi dien mdy thi cdc nhd quan ly sieu thi can tap trung ede giai phdp sau:
- Thdi dp phuc vu khdch hdng: Cdc nhd quan ly sieu thi dien mdy can phai cd chinh sdch dao tao vd huan luyen nhdn vien n h a m edi thien v l t h a i dp phuc vu khdch hdng. Cu t h e , cho n h a n vien tham gia hgc nhflng khda ngdn b a n v l nghe thuat ban hang (cd the tU ddo tao do cbinb cae sieu thi bode ddo tao ngodi), huan luyen v l chuyen mdn san pham de hg cd the tfl van san pham dung cdi khdch hdng can.
- San pham: Can nghien cflu tim kie'm cae nhd eung cap san pham uy tin de cd the cung cap cho khdch hang n h i l u san p h a m cd chd't lupng td't, da dang, phong phfl chung loai s a n pham.
- TrUng bdy san pham: cdc nhd qudn ly cd the nghien cflu ede md h i n h trflng bdy san p h a m cua cdc tap doan nude ngoai de tim ra viee trUng bdy td't nha't sao cho khdch h a n g ed the thd'y dflgc
chung loai s a n p h a m mdt each rd r a n g , khdng gian di lai thoai mdi t r o n g mua sam. Cdc n h a quan ly can cd nhflng bang hfldng ddn cu the ve trUng bay s a n p h a m tai sieu thi n h a m giup cho khdch h a n g biet dflgc vi tri ndi b a n s a n pha'm hoac bd tri ngfldi hfldng d i n de hfldng ddn khach hang.
- Chfldng t r i n h khuyen m a i : N e n thflc hien dung nhflng cam ke't dd'i vdi khdch h a n g v l cdc chflang t r i n h khuyen mai, phai d a m bao du san p h a m de t r d n h trfldng hgp h e t h a n g hoac thie'u hdng trong thdi gian khuyen mai.
- Hinh thflc t h a n h toan: N e n tie'p tuc duy tri eac h i n h thflc t h a n h todn va tim kie'm them cdc hinh thflc t h a n h todn khac td't ban, cung nhu tao sfl thoai mdi eho k h a c h h a n g khi t h a n h todn n h d m phuc vu khach h a n g mpt cdch tdt nha't.
- Thuong hieu: Can phai cd chie'n Iflpc xay dflng thflong hieu de n a n g cao mflc do n h d n bie't cua khdch h a n g v l thflang hieu va t a p trung vao viec xay dUng thflong hieu sieu thi hfldng v l cpng ddng, quan t d m de'n cpng ddng.
- Vi tri: Can phdt t r i e n t h e m cac sieu thi de tao sU t h u a n tien cho khdch h d n g khi mua sam.
Cu the, ben canh viec cdc sieu thi tU tim kiem mat bang kinh doanh t h i cd the ke't hgp md hinh cfla hang trong cfla h a n g (shop in shop) nghia Id phd'i hgp gifla sieu t h i dien m a y vdi eac trung tdm thuang mai hoac trung t a m mua sam. Do dd, neu md hinh cfla hdng trong cfla h a n g t h d n h cdng thi sfl phd'i hgp nay se tao d i l u kien thuan tien de khdch hdng tie'p can cdc sieu t h i dien mdy mpt cdch de ddng ban.
- Dich vu sau b a n hang: De cai thien dich vu sau bdn h d n g eac n h a quan ly sieu thi phai cd nhflng ke hoach sfl dung ngUdi hgp ly. Chang ban, can phai cd du ngUdi giao h a n g de ddp flng nhu cau khdch hdng vao nhflng luc eao diem, cd chfldng t r i n h khuyen mai, ngay l l , hay Tet... Ddng thdi, cdc sieu thi n e n thUc h i e n dung cam ket ve bao h d n h s a n p h a m , giai quye't n h a n h chdng nhflng khieu nai cua k h a c h h a n g vi d i l u nay se a n h hfldng de'n thfldng hieu cua sieu thi.
- Dich vu dung thfl s a n pham: Tang cfldng quang bd de khdch h d n g bie't v l dich vu nay c6 tai sieu thi dien may, ddng thdi dich vu nay cung Id mpt lgi the ddi vdi sieu thi hien nay.
- Gid ban: Cac nhd qudn ly sieu thi can phdi n a n g cao kha ndng dam phdn vdi cdc n h a cung
Phat trien kinh te - Thang Nam nam 2010
NGHIEN CIJ'U & TRAO D O I
ca'p d l cd the dat dugc gid tdt nha't nhdm ndng cao khd ndng canh t r a n h cua sieu thi cung nhu phuc vu khdch hdng mdt edeh td't nha't v l gid bdn.
Mat khdc, cdc nhd qudn ly sieu thi nen eung cap them dich vu bdn hdng trUe tuyen ke't hgp vdi cdc hinh thflc bdn h a n g qua mang, qua dien thoai vi day la nhflng k e n h phdn phd'i hieu qua trong xu the canh t r a n h bien nay. Ngodi ra, nhflng each bdn hdng tren cdn giup sieu thi thu hut dugc Iflgng khdch hang thdn thiet nhflng khd ban rdn, khdng cd nhilu thdi gian de di de'n sieu thi, ddc biet Id khdch hdng td chfle. Khao sdt thflc te vd website cua cdc sieu thi dien may Nguyen Kim, Thien Hda, Chp Ldn tai TP.HCM hien nay eho tha'y cdc sieu thi nay ehi ed hinh thflc ban hang qua dien thoai Id chinh vd thie'u hinh thflc ban hang trflc tuyen.
4.
K^t lu|nKet qua nghien cflu mflc dp hdi long eua khdch hang khi mua sam d cac sieu thi dien mdy tai TP.HCM cho chung ta cai nhin tdng quat vl mflc dp hai long eua khdch hang khi mua sdm d cdc sieu thi dien mdy tai TP. HCM. Ke't qua nghien cflu cd 10 tieu ehl a n h hudng de'n mflc dp hai long cua khdch hdng. Cdc tieu chi ndy cd sfl khdc nhau vl mflc dp dnh hfldng dd'i vdi mflc dp hai Idng eiia khdch hang. Cdc tieu cbi tdc ddng manh de'n mflc dp hai long cua khdch h a n g Id vi tri sieu tbi, sdn pham, phuc vu sau ban hdng, dung thfl san pham, gid bdn san pham vd thdi dp phuc vu cua nhan vien. Nhflng tieu chi khdch hdng chUa hdi long hien nay nhU thdi dp phuc vu cua nhdn vien, trUng bay san pham vd phuc vu sau bdn hang. Vdi mdt sd kien nghi v l cdc gidi phdp ed ban ndi tren, tdc gia hy vgng se giup ich cdc nhd quan ly sieu thi dien may trong viec lam hdi Idng khach hang khi
mua sam tai T P . H C M B
CHU THI'CH
[1] Day la ket qua danh gia cua 300 khach hang dfldc tinh trung binh ve mflc dp ddng y ddi vdi cac tieu chi lam hai long khach hang dugc xfl ly bang phan mem SPSS.
T A I L I E U T H A M KHAO
1. Nguyen Kim - Trung tam mua sam Sai Gdn (2008), Khao sat thi trudng dien may TP.HCM, thang 10/2008.
2. Pham Thien Phu va Nguyen Thi IVtai Trang (2009),
"Vai trd cua dpng cd tieu khien vd dgng cd chflc nang dd'i vdi long trung thanh cua khach hang mua sdm tai Sieu thi". Tap chi Phat trien kinh te: Sd 227, 33-39.
3. N g u y i n Dinh Thp va N g u y i n Thi IVIai Trang (2007), Nghien cdu thi trUdng, NXB Dai hpc Qudc gia TP.HCIVI.
4. Hoang Trpng va Chu Nguyen IVIdng Ngpc (2005), Phan tich dd lieu vdi SPSS, NXB Thdng ke. Ha Npi.
5. Dan Tri (2010), VN bung nd kenh ban te, h t t p : / / d a n t r i . c o m . v n / c 7 6 / s 8 2 - 3 7 4 8 4 1 / n a m - 2 0 1 0-viet- nam-bung-no-kenh-ban-le.htm, 23/01/2010.
6. Dan Tri (2008), Thi trUdng ban le va xu hadng canh tranh toan cau, http://dantri.com.vn/c76/s76-229640/thi- truong-ban-le-va-xu-huong-toan-cau-hoa.htm,
25/04/2008.
7. Sai Gdn tiep thj (2010), He tho'ng sieu thi dien may td td lot xac,
http://ww/w.sgtt.com.vn/detail5.aspx?newsid=61486&fld
=HTIVIG/2010/0105/61486, 06/01 /2010.
8. Phu nO online (2010), Thi trUdng dien may kem sPi dpng,
http://wfww/.phunuonline.com.vn/muasam/2010/Pages/thi - t r u o n g - d i e n - m a y - k e m - s o i - d o n g - d i p - c u o i - n a m . a s p x , 25/01/2010.