Tgp chi Khoa hoc - Cong nghe Thdy sdn So 4/20J4
KET QUA NGHIEN CDU DAO TAO SAU DAI HOC
CAC NHAN TO ANH HlTOfNG BEN GIA TRI CAM NHAN CUA KHACH HANG TAI SIEU THI METRO NHA TRANG
EACTORS AFFECTING THE PERCEIVED VALUE OF THE CUSTOMERS METROSUPERMARKET IN NHA TRANG
Vd Thi H0', Qudch Thi Khdnh Ngpc'
Ngay nhan bai 13/02/2014; Ng^y phan bien Ihong qua: 07/4/2014; Ng^y duy^ dang 01/12/2014T O M T A T
Nghien ciru nay du(rc thifc hien nhdm tim hieu cdc nhdn to dnh hirdng den gid trf edm nhgn ctia khdeh hang l^imi^
sdm tai sieu ihf Metro Nha Trang. So lifu trong nghien ciiu dir^rc thu thdp Ihong qua phong van tnrc tiep 270 khach ha^
bdng phuang phdp chgn mdu thugn ti?n. Ap dgng phutmg phdp phdn tich dg lin cdy he so Cronbach alpha, phdn tich tdm to khdm phd EFA vd phdn tich hdi qui tuyen tinh bgi cho thdy gid tri cdm nhgn ciia khdch hdng lgi Metro chju ldc dgng CBO Snhdntold " phdn img cdm xiic". "chdt lugng cdm nhgn", "danh tieng", "gid cd mang tinh Hen te" vd "gid cd hdnh vi'.
Trong do. nhdnto "gid cd hdnh vi" co tdc dgng manh nhat den gid tri edm nhgn cua khdch hdng. Nghien euu nay ciing cM ra rdng khong co su khde nhau ve gid trj edm nhdn giira cde nhdm doi lugng khdch hdng khde nhau (khdch hdng dugc phan nhdm theo cdc bien nhdn khdu hgc: gidi tinh. do tuoi, nghe nghiep, trinh dg hgc vdn vd thu nhdp).
Tic khoa: chdt lugng cdm nhdn, danh tieng, gtd cd hdnh vi, gid cd mang linh lien tg, gid tri cdm nhgn cua khdch hang, phdn irng cdm xuc
ABSTRACT
This study was performed lo find out Ihe factors that affect the perceived value of the customers when they purchased at Metro Nha Trang supermarket. Research data were collected from direct interview with 2 70 customers with conveniaia sampling method. By using Cronbach alpha reliability analysis, exploratory factor analysis and analysis of multiple linear regression showing that the perceived value is affected by 5factors: "emotional response", "perceived quality", "reputation",
"monetary price" and "behavioural price". Among which, "behavioural price" has the strongest effect on the perceived value of the customers. This study ash showed that there 'sno different perceived value among different customer g^ups verifying by sex. ages, occupation, study level and income
Keywoods: perceived quality, reputation, behavioural price, monetary price, the perceived value of the customers, motional response
I. D^T V A N D £ san pham, djch vu. Hieu dugc gid tri d m nhgn ciia Tu thdp ky' cuoi cua t h l ky 20 khdi nidm "gid tn khach hdng tir do hilu ro hon ve hdnh vi khacti cdm nhgn" da dugc gidi nghien cuu trdn t h l gidi hang de ed t h l dua ra chiln lugc giO ehdn khach quan tdm den, n6 noi Idn nhu m|t b$ phdn cau hang hi0n tgi va thu hut thdm khdeh hang mdi.
tnic ddng vai trd quan trpng doi vdi sy song cdn Kinh doanh sieu thj Id m$t iSlu t i t yeu cua sir cua nhieu to chuc. T i m quan trpng ciia gid tri d m phdt triln n i n kinh t l . Chi vdi nam trd Igi ddy, tr^n nhgn t h l hien d c h i n6 dugc xem nhu mgt hinh dia bdn thdnh pho Nha Trang - Khanh H d cdc si&u thuc chinh cua sy ddnh gia cua khdeh hang v l thi lan lugt da di vao hogt d^ng nhu Maximaric,
' Vd Thj Hgi: Cao hpc Quan bi kinh doanh 2011 - Tn/dng Dai hgc Nha Trang
^ TS. Qudch Thj Khanh Ngge- Khoa Kmh t l - Trudng Dgi hpc Nha Trang
142 • TRUONG OAI HOC NHA TRANG
Tgp chi Khoa hoc - Cong ngh? Thuy sdn So 4/2014
Citimart, Metro vd Co.ppMart. Ddy Id thach thuckhdng nhd chp cae sieu thj vd ede doanh nghiep bdn le trdn dja ban. Trong khi cdc sidu thj khde d Nha Trang tga Ige tai trung tam thdnh p h i thi Metro Igi tpa Igc d vCing ven, d e h trung tam thanh phd han 7km. Ddi vdi ngirdi ddn d Nha Trang, vige phai di quang dudng tren 5km Id chuygn khdng pho bien va thudng xuyen nen day Id mpt bat Igi khdng nhd cho Metro sp vdi d c ddi thu cgnh tranh khac. Vi vdy, tuy da di vao hogt dpng dugc 2 nam nhung Metro Nha Trang van chua dgt duge d e ky vpng. Chinh dieu nay ciing vdi tam quan trpng ciia gid tii d m nhgn cua khaeh hang, tdc gia chpn d l tdi 'Nghien cihi gia tn cam nhan cua khach hang tai si4u thi Metro Nha Trang" d l nghien ciru nham xde djnh nen eac yeu td d u thanh nen gid tri earn nhdn cua khdch hang, xay dyng vd kilm dinh md hinh m l i quan he giua cdc y l u to tdc dpng len gia tri d m nhgn cua khaeh hang khi di mua sdm t^i sieu thi Metro Nha Trang.
'Gid til d m nhan' da dd d p d tren la mdt khai niem cho d i n nay vdn khd djnh nghTa d l i vdi eae nha nghien ciru vi d u tnic ciia nd cd t h l thay d l i theo b l i d n h thyc t l dugc quan sat trong cac cupc nghien cuu khde nhau. Gid tn d m nhan ludn thay ddi, nd khde nhau giua d e khdeh hdng, d c ndn van hda va thdi gian. Khdi ni$m gid tri d m nhan phd bien nhit Id eua Zeithaml (1988): "Gia trj d m nhgn Id sy ddnh gid t i n g t h l cua ngudi tidu dung v l tdn ich cua mpt san p h i m hay djch vu dya vao nhgn thue d a hp v l nhung gi nhdn dugc va nhi/ng gi phai bd ra". Zeithaml (1988) lap ludn rdng mgt s6 ngudi tieu dung d m nhgn dugc gia tri khi d mdt muc gid thip, nhO'ng ngudi khae d m nhan dugc gid trj khi d mgt sy d n bang giua ehat lugng vd gid d . Nhu vdy nhirng ngudi tieu dung Idiac nhau, d c thdnh phan cua gid trj d m nhgn d t h l Id khac bigt.
Fim kilm sdu han d c nghidn ciru thyc t l v^
gid trj d m nhdn eua d e nhd nghien cCru tren t h l gidl nghidn cuu d l i vdi cde ngdnh kinh doanh djch vy, tdc gia t h i y dugc nghidn ciru cua Pelrick nam 2002 la tuang doi phii hgp vdi thdi quen su dyng
djch vu dge thCi d Vidt Nam. Ket qud nghidn ciru ndy chi ra rdng gid tn d m nhgn cua khdch hang chju tdc dgng eiia nam yeu t l Id phan ung edm xCic, chit lugng d m nhdn, danh tieng, gid ea mang tinh t i l n tp vd gid cd hdnh vi. Nhu vgy, nghidn cuu cua Petriek (2002) da hinh thanh mdt mo hinh ly thuyet ed t h l khao sat cho gia trj d m nhgn cua khdeh hdng mua sdm tgi sidu thj.
II. PHUONG P H A P NGHieN Cl>U 1. D l i tiroYig vd phgm vi nghien c(ru
Doi tugng nghien cuu Id gid tn d m nhdn ciia khdch hdng mua sdm tgi sieu thj Metro Nha Trang.
Hien tgi sieu thj Metro da cd han 20 trung tam tga lac tgi 17 tinh thdnh pho trong d nudc nhu Ho Chi Mmh, Hd Npi, Hai Phdng, C l n Tho, Vung Tdu, Od Nang, Khdnh Hoa... Tuy nhidn, do gidi han v l thdi gian vd kinh phf, d l tdi ehi tdp trung nghien cuu. khdo sdt khdch hdng mua sam tgi sieu thj Metro d dja bdn tinh Khdnh Hda.
2. PhiFO-ng phap nghidn cu'u
Thang do dugc si> dgng trong nghien cuu ndy Id SER - PERVAL cua Petnck (2002) bao gom 5 thdnh phan thong qua 25 biln quan sdt. Nhdn
^ n h sy khac nhau ve nen tdng van hda vd hg tang kinh te, mdt thang do dugc xay dyng d mdt nudc phat trien cd the ehua phu hgp vdi tinh hinh d Viet Nam nen tac gid su dgng phuang phdp nghien cdu djnh tinh nhdm hidu ehinh thang do, trong dd d bo sung, logi b l vd thay d l i ede biln quan sdt.
Nghien cii'u djnh tfnh hay nghidn ciru so bO dugc t i l n hanh qua phdng v i n sdu d l i vdi 10 khdch hdng chia lam 2 nhdm. Nhdm thir nhit, tdc gid chgn 5 ding nghiep thudng di mua sdm d Metro de phdng van. Nhdm thd hai, dugc sy h i trg eiia nhan vidn kinh doanh d Metro, tdc gia phdng v i n 5 khach hdng nglu nhien dang mua sam tgi Metro.
K i t qua d c cupc phong van sdu Id mQt so cac phdt bilu duge Ipgi rg va them m|t s l phdt bieu mdi duge xdy dyng d l bao hdm dugc d c khia canh dac thii trong tdm ly ngudi Vi§t Nam. Cdc phdt bieu euli cung d l dua vdo nghidn cuu chfnh thue dugc trinh bdy d bdng 1.
TRLTONG OAI HOC NHA TRANG • 143
Tap chi Khoa hoc - Cong nshe Thuy sin S04/2OU
Bang 1. Thang do cua mo hinh nghien Cl>uKy hi#u biln 1 Bl6n quan sSt P H A N CfNG CAlVI XUC
CX1 CX2 CX3 CX4 CX5
Tdi cam thay thoSi mai khi di sieu thj Toi cam thiy thi^ gian khr fli sieu thj T5i cam thiy duoc ten trong khi di sifeu thi Toi cam thay duoc quan tSm, ch^m s6c khi di si§u thj Toi cam thiy thich thu khi di si^u thi
C H A T LU'g'NQ CAlVI NHAN CLI
CL2 CL3 CL4
Chat iuong hSng hoa 0 sieu thi Id 6n dinh Chit ilFong hSng hoa & siSu thi cd th^ tin cay du-oc Chat iuong hiing hoa d sieu thi la rit ddng tin ely Chit luong hdng hda d sieu thj la tuyet hao DANH Ti£NG
DTI DT2 DT3 DT4 DT5 DT6
Ld sieu thj cd danh tiing t i t Ld siSu thj duoc nhieu ngudi biet den Ld sieu thj duoc khach hdng tin nhiem Ld sieu thj duoc danh gid cao
Ld sieu thj duoc danh gia cao hon so vdi sieu thj/noi khac Ld si&u thj duoc nhilu ngudi tieu dung lua chpn GIA CA MANG TlNH TI^N TE
GC1 GC2 GC3 GC4 GC5 GC6
Hau het cdc mgt hang diu cd gia re hon d noi khde Hau het cac mdt hang cd gid ca hop ly Cd nhieu chuong trinh gidm gid, khuyen mai
Gid cd phil hop vdi chat iuong ) Gia ca it bien ddng
Gid cdng bang ddi vdi tat ca khdch hang GlA CA H A N H VI
HV1 HV2 HV3 HV4 HV5 HV6 HV7
Rit de de mua hdng d sidu thj (nhieu mat hdng) D l de mua hdng d sieu thj
D l ddng tim kiem sieu thj De ddng bilt thong tin khuyen mai Khdng cdn nhieu no l^c d l mua Khdng mat nhilu sue iuc d l mua Tilt kiem thdi gian khi mua sdm tai sidu thi GlA TR! CAM NHAN
GT1 GT2 GT3 GT4 GTS
Tdi cam nhdn idi ieh dgt duoc khi mua sdm tgi si6u thi tuong xung vdi nhOng gi tdi bd ra Tdi earn nhdn ioi ich dgt duoc khi mua sam tgi sieu thi ego hon nhu'ng gi tdi bd rg Ket qud nhdn duoc khi di sieu thi nhu muc ky vpng cua tdi
Kit qua nh$n duoe khi di sieu thj tren mue ky vong eug tdi Sidu thl dgp ung duoc nhung gi tdi c l n vd mong muon
144 • TRUONG OAI HOC NHA TIIANG
Tgp chi Khoa hoc - Cong nghe Thdy s< So 4/2014
Nghidn ciru chlnh thCrc dugc thye hien thongqua phuang phdp phong van tn,pc tilp, phdt phiiu dieu tra den tan tay cac khach hdng dd di mua sam tgi sieu thj Metro Nha Trang, m l u duge lay theo phuang phap thudn tien. Theo quan dilm tde gia, cd mau cang Idn, tinh chat tong qudt hda cua nghien cuu edng cao. Nhung vi dilu kidn ve mgt thdi gian va kinh phf nen tren co sd lay kinh nghigm d a eac nhd nghien cuu trudc, tdc gia chgn kich thudc mdu tir 250 - 300, ca mau ndy khd phu hgp vdi cd mau trong nghien cuu ciia Petriek (2002) la 300 miu. De dgt dugc kich thude m l u d l ra, 370 bdng d u hdi duge ehuan bj. Thdi gian lay m l u tu 08/08/2013 den 31/08/2013. Phieu dugc phdt ra la 370. thu ve 325 phieu. ty id dgt hon 83% (tuong duong 270 phiiu), 55 phiiu bj logi bd do cd qua nhieu d trong vd ddnh sai, Cudi cung 270 bang edu hoi hodn t i t dugc su dyng. Cdc ban edu hdi dugc nhgp lidu vd xu ly tren phan m i m SPSS 18.0. Phdn tieh he s l tin d y Cronbad alpha dugc tde gia su dyng nham kiem tra dd tin d y cua thang do. Theo tdc gid Nguydn Dinh Thp vd Nguyen Thj Mai Trang (2007), he sd Cronbach alpha toi thilu 0.6 id chap nhgn dugc, tren 0.8 Id thang do lirdng t i t nhung nlu Idn han 0.95 lgi khdng tot vi d c bien do iudng hau nhu Id mot. Ngodi ra. hd so tuong quan giiia biln vd biln tong phai Idn han 0.3, neu nhd hon 0.3 6uf<?c xem Id bien rdc, d n loai bo ra khdi thang do.
Tilp theo tae gia si> dyng phuang phdp phan tieh nhdn td kham pha EFA d l nit gon mot tap gdm nhilu bien quan sat phu thudc lan nhau thdnh mdt tap biln it hon de ehung d y nghTa hon nhung v i n chua dyng hau h i t ndi dung thdng tin ciia tdp biln ban dau (Hair va d n g sy, 1998). Thang do dugc chip nhdn khi tong phuong sai trfch a 50% (Garbing &
Anderson, 1988) va hd sd tai nhdn td phdi diJ Idn (Factor loading > 0.3 dugc xem Id dat mire toi thieu.
Factor loading > 0.4 dugc xem Id quan trpng, > 0.5 dugc xem Id d ^ nghTa thyc tiln). Hair vd clng sy (1998) cho ring n l u chgn tieu chuin Factor loading > 0.3 ttii cd mau 3: 350, n l u cd m l u khoang 100 thi nen d p n Factor loading > 0.5 neu cd m l u khoang 50 thi Factor loading phdi > 0.75. Vdi cd mau dieu tra 270, tdc gid chpn tieu chuan Factor loading > 0.5 de xdt khi xoay nhdn to. Ngoai ra, chdnh Idch h$ so tdi d a mpt bien d d c nhdn to phdi Idn han 0.3 de dam bdo d c nhdn t l dgt gia trj phdn biet. Dk d the dp dgng dugc phan tich nhan td thl hd so KMO phai nam trong khoang (0.5; 1), Sig Barieet's test < 5%
vd Eigenvalue > 1.
Cuoi cCing la phuang phdp phdn t i d h i i quy tuyin tinh bpi d l kiem djnh md hinh nghien ciru, cdc gid thuylt va phuong phdp phan tich Anova
cung duge dp dyng d l phdn tich sy khde bidt ve each d m nhgn gid trj giCra d c doi tugng khdch hang khac nhau ( v l gidi tinh, dp tuoi, nghl nghiep, thu nhdp. trinh dg hpc vin).
Thang do duge diing d l do ludng gid trj d m nhgn ciia khdch hang Id thang do Likert 5 diem ( d p dg cam nhdn cua khdeh hdng tang tCr 1 den 5, td hoan todn khdng dong y d i n hoan toan dong y).
III. K £ T Q U A N G H I D N cCru
1. Do lu-frng d$ tin c^y bdng he sd Cronbach's Alpha
K i t qud phdn tich hg so tin d y Cronbach's Alpha doi vdi ede thang do trong mo hinh nghien ciru cd bon biln quan sdt duge logi ra khoi thang do dd Id CL4 (ehIt lugng hdng hda la tuygt hdo), GC6 (gid cdng bang vdi tat ed khdch hang). HV5 (khong d n nhilu nd Iyc d l mua) va GT2 (tdi d m nhgn dugc Igi ieh dgt dugc cao hon nhung gi tdi bo ra).
Cdc myc hdi d n Igi d i u thda i^eu kipn va tilp tye dugc sir dgng eho phdn tieh EFA.
2. Phdn tich nhan td khdm pha - EFA Qud trinh phan tfch nhdn to khdm phd cac nhan to ddc ldp dugc thye hidn 4 lan, dd logi bd Uiem 3 biln quan sat la CXI ( d m thiy thodi mdi Wii di sieu thj), CX2 ( d m thay thu gidn khi di sieu thj) vd HV1 (rit d l d l mua hang d sieu thj). Cde biln quan sat d n lai dugc hop thdnh 5 nhan to ddc lap nhu ban dau. 5 y l u to trich lai tgi eigenvalue Id 1.222 vd phuong sai trieh dugc Id 60.631% va chi sd KMO la 0 880, sig eua hd sd Bartlett's Test of Sphericity
= 0.000 < 5%. Vi t h l , vide phdn tich nhan td Id phii hgp va phuong sai trich dat yeu d u > 50%. Ngodi ra, trong bang ket qua thdnh phdn da xoay, t i t d eac chi bao deu eo hg sd tdi nhdn to > 0.5, d e biln quan sat deu cd he so fai eao len nhdn t l dgi dien va thap hon dang ke len nhdn to cdn Igi (chdnh lech giO'a hai trgng so nhan t l diu Idn hon 0.30). Vl vdy, nam thanh phan eua thang do dat duge gid tri hpi ty va gia trj phan biet, eac biln quan sdt eiia thang do nay deu thoa man dieu kign cho phan tieh hdi quy.
Ket qud phan tich EFA cho khdi nigm gid tn d m nhdn thiy c6 1 yeu to trfch lgi tai eigenvalue la 2.096 vd phuong sai trfch ditqic 52.399 (cae biln giai thich dugc 52.399% dp phii hgp d md hinh) vd ehi so KMO Id 0.670. Vi the. vide phdn tieh nhdn td Id phii hgp vd phuang sal trich dgt ydu d u > 50% Tat cd cac biln d i u d hd so tai nhan to cao (> 0 50).
Vi vdy, cdc bien quan sdt cua thang do ndy dgt duoc gid trj hdi ty va gia tn phdn bigt. Nhu vgy. thang do
"gia tn d m nhdn eiia khdch hang" sau khi phdn tich EFA khing d gi thay doi.
TRl/ONG OAI HOC NHA TRANG • 145
Tgp chi Khoa hoc - Cong nghe Thuy sdn
S04/2OH3. Kiem djnh md hinh j , Md hinh hoi quy tuyen tinh bli dugc xem d dgng: ^
Gid tn = po + p i " cam xuc + p2" chit lugng + p3" danh tiing + + p4' gid d + p5* hanh vi Md hinh co R^ la 0.528 ehirng td 5 bien cdm xiie, chit lugng, danh tieng, gia cd vd hdnh vi gidi thfch S\i^
52.8% sy biln thien cOa gid tri d m nhdn (bdng 2).
Bdng 2. H# so t u v n g quan
1 R 726-
R' .528
R< dieu cliinli 519
Sa) sA chuin cua ir&c l i r ^ g .33270
Hi *i DurblnWatson 1.719 Theo kit qua bang 3, ta thiy kilm d|nh F d gid trj Id 58.960 vdi Sig, = .000(a) (< 0.05) ehirng td mo iilnli hoi quy tuyen tinh b|i Id phu hgp vdi tdp du ligu vd cd t h l sd dgng dugc.
Bang 3. Ket qud phan tich Anova ciia mo hinh hoi quy Mo iilnli
1
Phan hoi quy Phan du Tong
Tong cdc d$ l^cli binli plitfcng 32.630 29.221 61.852
df 5 264
Bp l ^ h binli phirong binh q u i n
6.526 .111 269 1
F 58.960
Sig.
.OOO-
Bdng 4 cho thiy cde hd s l p d i u khae 0 va Sig cua ea 5 y l u to d i u ed gid trj < 0.05, ehdng t6 cac tiiM phan d m xiic, chat lugng, danh tiing, gid d , hdnh vi d i u tde dpng Idn gid trj d m nhdn ciia khdch hang Id^
mua sam tgi sidu thj Metre Nha Trang.
Bang 4. He so hoi quy cua phuong trinh hoi quy
rxo hlnh
1
Hd s6 tu do Cdm xuc Chat luong Danh tiing Gidcd Hdnh vi
H^ s6 h&i quy khdng chuin hda B
.784 .165 .097 .165 .120 .243
Sai sd chuin hda .193 .037 .036 ,044 .039 .040
Hf sd hdi quy chuin hda
Beta
.228 .116 206 .156 .329
t
4.061 4.420 2.721 3.762 3.093 6.132
Sig.
.000 .007 .000 .002 .000
Cdng tuyin ' H$s6
Tolerance
.675 .993 594 .699 .621
HIsdVIF
1.482 1.007 1.6B2 1.430 1.610 TiF ket qua tren, phuong trinh hoi quy dugc xde d\nW.
Gia tri cam nh^n = 0.784 + 0.165* d m xiic + 0.097* chit lugng + 0.165* danh tieng + 0 120* gia cS + 0.243* gid d hdnh vi
Ndm yeu t l thang do duoc dua vao phan tich Anova mpt y l u to d l xdc dinh eo sy khde nhau trong gia trj cam nhdn cua nhdng doi tugng khaeh hdng khde nhau hay khdng? Kit qua cho thiy ede sig trong kiem djnh Levene vd phdn tieh Anova deu Idn hon 5% Chiang to khong d sy khde bidt trong gid tri d m nhgn giira cae doi tugng khach hdng.
IV. K^T LUAN VA KI^N NGHj
Mye dfch ehinh cua nghidn ciru Id xdc dinh cdc y l u to tdc dpng vdo gia tri d m nhdn eua khdch hdng, xdy dyng vd ddnh gid cdc thang do do ludng chung. Phuong phdp nghign ciru dugc sd dyng
de xdy dyng, do ludng cdc thang do vd kilm dinh md hinh ly bao gIm hai birde: nghien ciru scr bo su dung phuong phap nghien euu djnh tinli la thao ludn nhom vd nghien cii^ chinh thde su dyng phuong phdp nghien cuu dmh lugng gom ptiSn tieh hg sd tin d y Cronbach's Alpha, phdn tich n i i | t l EFA, phdn tfeh hot quy tuyin tfnh bpi vd phi tieh Anova mdt y l u t l . Ting m§u dieu tra dua vao phdn tieh Id 270 mSu. K i t qua cuoi ciing Id cdmii quan he tuyin tinh giu-a d e yeu to d$e lap "pliS"
irng cam xuc, chit lugng cam nhgn, danh tieng, 93 ca mang tinh tien td. gid d hdnh vi" vd biln phv thupc "gid trj earn nhgn cOa khdch hdng". Mfl hlnli
146 • TRL/ONG OAI HOC NHA TRANG
Tgp chi Khoa hoc - Cong ngh? Thuy sdn So 4/2014
d R^ Id 0.528 ehirng td 5 biln d m xCic, chit lugng,danh tiing, gia d vd hdnh vi giai t h i d dugc 52.8%
sy biln thien d a gid trj d m nhgn. md hinh cd mirc do gidi thich kha tot. Kiem djnh F d gid trj la 58.960 vdi Sig. = .000(a) (< 0.05) t^irng td md hinh hoi quy tuyen tinh bdi la phii hgp vdi tap di> li$u vd cd ttii SCP dyng dugc. Thdng qua ede hg sd hdi quy d i o thay d 5 y l u td ddc lap ndy deu cd tac ddng duong len gid trj d m nhdn. Trang dd, gid d hdnh vi Id yeu t l tdc ddng manh nhat (hg sd hdi quy 0.243) va chit lugng d m nhdn tdc dpng y l u nhat Idn gid tri d m nhdn d a khdch hdng (hg s6 h l i quy 0.097). Nghien CLTU ndy cung cho biet rang Widng d sy khde nhau ve gid trj d m nhdn giOa ede nhdm gidi tinh, dp tuoi, hpc v i n . nghl nghigp va thu nhdp cua k h a d hdng hay ndi d e h khde gidi tinh. dp tuli, nghe nghidp vd thu nhdp khdng d dnh hudng d i n gid tri d m nhdn d a khdch hang.
Nghidn edu ndy gdp phan vao he thong thang do gid trj d m nhgn d a khaeh hang bdng each bo sung vao nd mgt he thong cdc bien quan sdt. Tir k i t qua nghidn ciKi ndy, d c nhd nghien cuu Crng dyng d the xem md hinh ndy nhu Id mpt md hinh tham khap d o d e nghien oju d a minh d cdc hudng nghien ciru khde, nhung ddi tugng nghien cuu khac vd tgi nhu'ng dja ban khac.
Nghien a>u da d i ra duge cac yeu to anh hudng d i n gid tri d m nhgn d a khdch hang. Sy phil hgp cLJa md hinh ly thuylt vdi thdng tin thj tnidng d sieu thj Metro Nha da dua ra mdt so y nghra ttiiet thyc cho bdn than Metro Nha Trang ndi rieng, hd ttidng sidu thj Metro ndi d u n g va rdng hon n&a Id he thing d c sidu thi tren toan quoc. Ttr do cdc nhd quan ly eua Metro d n g nhu cac nhd quan
\y d a d c sieu thj dua ra d c giai phdp huu higu de ndng cao gia tn d m nhgn d a khdch hdng.
Do "gia d hanh w" la y l u td tac ddng manh nhit den gia trj d m nhgn d a khdch hdng nhung lgi dugc khaeh hdng danh gia t h i p nhat so vdi d c ylu to khac ndn d e giai phdp ndn tap trung vdo vide tang "gia d hanh vi" tuc Id Idm cho khdch hdng d m thiy tien tgi nhit, d l ddng nhat va it ton thdi gian nhit khi mua hang tgi sieu thj. Muon vdy Metro d n d l i y den d e h b l cyc, trinh bdy vd sap xep hdng hda. Bo cye phai hop ly vd khoa hgc tao nen sy Uiuan tign cho khdch hdng, k h a d hang de nhgn bilt sdn pham, so sanh san pham ndy vdn d n pham khac, khdng phai mat ttidi gian tim kilm sdn phim
minh d n . Metro eung d n dong b0 hda d e h trung bdy. Mpt trong nhOng quy t i c d a vi^c dong b$ nay Id sd dyng mau d c theo nguydn tde chung la tir sdng den t l i , tir trdi qua phdi. 0 nhirng khu vyc dgc bidt, noi khdch hdng d l nhin thiy va thudng xuyen qua Igi ndn trung bdy nhung sdn pham d khuyen mdi, ket hgp vdi d e dp phich quang d o d l lam cho san pham khuyen mdi duge noi bdt vd thong tin khuyin mdi rd rang, giup khaeh hdng d l ddng ndm b i t dirge ttidng tin kip ttidi. Sdp x l p hdng hda ludn phdl quay bao bi ra ngodi. Sdp x l p theo ti/ng d u n g logi, mgt hang, ngdnh hdng ridng d l khach hang thudn tien khi lya c h ^ so sdnh san pham.
Ngoai vide de cae bdng gid tren ke, Metro d n ddn gia ngay trdn tirng sdn pham, cdc bdng gid khdng ndn ddn qud sat nhau. Ngodi ra, Metro phai bd tri nhan vidn thudng xuyen dirng d quay de sap xep hang hda, bd them hdng len kg kjp then nhdm ddm bdo hdng h d ludn day du v l s l lugng, mau ma.
d u n g logi vd hd trg k h a d hang khi d n thiet.
Nhung nhu b i t ky mdt nghien ci>u ndo, do gidi hgn ve mgt thdi gian. kinh phi va kiln thirc nen de tdi nghidn ciru cd nhung hgn c h i d a no:
Thir nhit, de tai nghidn d u ndy chi tdp trung nghien eiru mgt pham vi hgp la 270 khaeh hang di mua d m d sidu thi Metro tren dja bdn thdnh phd Nha Trang, mau dugc lay theo p h i r o ^ phap thugn ben. Tuy rdng k i t qud kilm <^nh cho thay Id md hinh nghidn d u phii hgp, nhung khd ndng ting qudt se khdng cao, ed the cd sy khac biet ve thang do d d c ddi tugng mua hang khdch nhau vd cdc ^ a bdn khac nhau. Tinh tong quat hoa se cao hon n l u d c nghien cuu ttIp theo tap Igi nghien d u nay vdi quy md r|ng hon, d nhilu dja bdn vd Finh vyc khac nhau, mau dugc chgn ttieo xae suit. Ody cung la mdt hudng cho cdc nghidn cuu tilp theo.
Thu hai, nghidn edu ndy chi ddnh gid d e thang do bang phuong phap h$ sd tin d y Cronbad's Alpha va phuong phap phdn t f d nhdn to kham pha EFA, md hinh l^ ttiuylt dugc kilm djnh bang phuong phdp phan t i d hli qui tuyen tinh t>Ot. De do ludng, ddnh gia thang do vd kiem djnh md hinh ly thuylt tot hon d n sir dyng cdc phuong phdp, cdng cu hidn dgi hon.
Thu ba, d l tdi ndy d i dirng lgi nghidn cuu gid tri d m nhan d a khdch hdng, md chua nghidn dm dugc gid tri d m nhdn ndy d quan hg nhu t h l ndo va tdc dpng ra sao den sy Uida man d a k h d d hang
TRUONG OAI HOC NHA TRANG • 147
Tgp chi Khoa hoc - Cong ngh? Thuy sdn
S6 4/20Ii vd hdnh vi mua hang eua hg. Ody cung Id hudngd l d l tdi phdt tnin thdm va ed nhung nghidn ciru tiep theo.
Thif tu, d e yeu t l tac dOng vao gid tri d m nhdn cOa khdch hdng thudng biln doi theo nhu d u da dgng vd thudng xuydn trong dieu kidn thj trudng hign nay. Mgt khde, eung d t h l cd nhung y l u t l
khde cung tdc ddng vdo gid trj d m nhfn ciia kh^
hdng nhu cdc nhd nghien cdu khac da d l c^p |j gid tri chdc ndng, gid tn xd h$i, co sd v^t chit, ^ trj giao djch... nhung chua duge phdt hien ra trong nghien cuu ndy. Ody cung Id mpt hudng ctio c^
nghien euu tilp theo nhdm dilu chinh va bo sung thdm cdc y l u to mdi vdo md hlnh nghien d u tren.
TAI LIEU THAM KHAO mng Vi^t
1 Nguyin Dinh Thp, Nguyin Th] Mai Trang, 2007. Nghien ciiu ih] tniong. NXB D?ii hpc Qu6c gia. Tp. H6 Chi Minh.
TlingAnh
2 Gerbmg, D.W & Anderson, J.C, 1988 Structural equation modelling in practice: a review and recommended two-siep approach. Psychological Bulletin, 103 (3):4ll-423.
3. Hau- & ctg, 1998. Multivariate Data Analysis, fith edition, Prentice-Hall.
4. Petnck, James F , 2002. Development of a multi-dimensional scale for measuring the perceived value of a service. Journal of Leisure Research 34(2): 119-134.
5 Zeithaml, V.A, 1988 Consumer perceptions of pnce, quality and value: a means-end model and synthesis of evidence, Journal of Marketing. Vol. 52, July 2-22
148 • TRLTONG OAI HOC NHA TRANG
