NGHIEN cufu MOT SO N H A N TO ANH HUdNG OEN $(/
PHAT TRIEN CHUOI CUfA HANG TIEN ICH TA! VIET NAM
A STUDY ON FACTORS AFFECTING THE DEVELOPMENT OF CONVENIENCE STORES CHAIN IN VIETNAM
LUu Thj Minh Ngoc
Tom t^t
Ngay nay, ciing vdi hgi nhap kinh te quoc te, sifxuat hien cua cae loai hinh b^n le hien dai da lam thay doi dien mao cDa thj trifdng ban IS d Vi§t Nam, Cupc song phat trien khien nhu cau tieu dung ciia ngUdl dan ngay cang eao, thoi quen mua sam eua ho cung co nhieu thay doi theo hudng van mmh hien dai hOn. Sif phat triln chuoi cda hang tien ich la mgt trong nhihig tat yeu cua he thong phan phoi hien dai b^fi sutien ich ma no dem lai cho ngtfdi tieu diJng, Muc dich cda nghien edu nham xac dinh eac nhan to anh hudng den su phat trien chuoi cda hang tien ich de tif do dexuat ra cac kien nghi nham phat tnen mo hinh chuoi cfta hang tien ieh tai Viet Nam.
Nghien cdu difoc thu'c hien thong qua hai giai doan. nghien cdu ^ n h tinh va sau do la nghien edu dinh luong thdng qua dieu tra khao sat bing bSng hdi vdi mau dieu tra ia Visich hang ducfe nghien cdu tai mdt so cda hang tien ich nhUHapro Mart,Tien Loi Mart, Shop & Go, Family Mart, Circle K, tong cong c6 418 mlu chinh thdc, tJ le hdi dap la 93%. Nghien cdu bUdc dau da ehi ra dUflc mot sd yeu to 3nh hUdng va de xuat kien nghi giai phap nham phat trien chuoi eda hang tien ich tai Viet Nam.
Ttf khda: Chuoi ciia hang tien ieh, nhan td anh hifdng, sU phat Iiien
Abstract
Nowadays, along with global economic integration, the emergence of modern retail formats has changed the face of Vietnam's retail market The high living standard has increased with demands of Vietnamese consumers; their buying habits have also changed in the more mordern direction. The development of convenience stores chain is one of the inevitable characteristics of a modern distribution system due to their benefits to tfie customers. The purpose of tfie study is to identi^ the Actors that affect the development of convenience stores chain, thereby putting forward several recommendations for developing the model of convenience store chain in Vietnam
The study was conducted thraugh two stages; qualitative research followed by quantitative one through survey questionnaires with a sample of customers in a number of convenience stores like Hapro Mart, ConvenieneeMart,Shop&Go,Familv Mart, Circle K,atotalof418offieialsamples,3nd 93% ofthe response rate. Preliminary studies have indicated a number of factors and offen'ed solutions for developing chain ofconvenienee stores in Vietnam.
Key words: convenience store chain, affecting factors, development ThS Li/uThiUlnhNgpc
Khoa Quin ly kinh doanh Taring Oai hpc Cong nghiep Ha Noi Email: minhngoc [email protected]
Nh|in bai ngay: 11/06/2013 Ngiy chap nhan dang: 03/08/2013
I.OATVANO£
Clj'a hang tien ieh la mdt loai hinh cLfa hang hien dai cd quy mo nhd, chuyen ban \i nhCfng hang h6a vi cung (Sng cac dich vu thiet yeu cho tieu dung hang ngay cua ngUdl dar vdi su thuan tien toi da. CCfa hang bin le hien dai thudng ed cac dac diem cfl b^n n h u quy hoaeh cija cac ciia hang ban ie hien dai thUdng dUcJc datdcSc khu dan cU, cdng sd va ndi tap trurg ddng khach vang lai; pho mat h^ng \i nhUng hang thiet yeu tieu dting hang ngay; quy md, dien tich va b^n kinh phuc vtJ cua ciia hang rat nhd; cosci vat chat hien dai; kien true va each bai t r i eCfa hang hien dai va gan gui,amip; • g i d m d cCfa keo dai va hau nhuthifdng khdng ed ngay ddng ciia trong nam;
phuang thUc ban hang phd bien IStJ phuc VU nhung khach hang van cim nhan dUdc sU gan gui am ap ciia dpi ngu nhan vien.
Tai cac nude phat trien, cSc cila hang ban 1^ hien dai thUdng dupc phit trien thanh chuoi cae eCfa hang Wnli hien dai la mpt phUOng thtfc to chile van hanh va quSn ly cac hoat dgng kinh doanh ciia cac ctj'a hang bSnlf hien dai theo h^ thdng day chuyen Trong dd, cac thanh vien cung nhucic chUc nang hoat ddng trong hf thong dUdc c h u y i n mdn hda, tieu chu^n hoa va lien ket mpt each chat che.
6 6 Tapdir'KHOAHOC&CONGNGHE. S o 1 7 . 2 0 1 3
ECONOMICS-SOCIETYl
Song song cCing ton tai vdi cic loai hinh b i n 1^ khac, chuoi cCfa hang ban
\i hien dai ddng gdp mot phan quan trong trong he thdng phan phoi ndi chung. Bae biet d cac nudc dang phat trien nhU Viet Nam, phat trien chuoi eifa hang ban le hien dai la khdng the
• coi nhe, tham chi la rat quan trong. No gdp phan phat huy stJc manh tong hdp cCia mpi loai hinh kinh doanh 6i thiic day phan phoi, kich thich sin xuat phat tnen. Hon nQa vdi sU da dang va mang ludi day dac ciJa djch vy nay da tan dung duoc ngudn liic dia phUdng cijng nhu gdp phan phuc vu tot han nhu cau cua ngudi tieu dung.
Vdi quy md mua hang ldn va deu dan ciing vdi tinh chuyen mdn hoa cao, cic chudi cCfa hang ban \i hien dai cd the tiet kiem dUdc chi phi va dUa den eho khach hang nhUng sin pham djch vu da duoc chon Ipc vdi gia c i tdt nhat Ve phia nha san xuat nhd lupng t i i u thij Idn va cd quy ctj, s i n xuat nhd dd cung mang tinh chuyen mdn hda eao hcfn, chat luong sin p h i m 6iiac cii thien.
N3m b i t dUde tam quan trong cCia viec phat trien chudi cda hang b i n 1^
tien ich tai Viet Nam, nghien cdu nay nhSm tim hieu mot s6 nhan td i n h hudng den phat trien chuoi ctj'a hang tien ich tai Viet Nam, tU dd de xuat cic giii phap kien nghi nham phat trien loai hinh b i n 1^ nay.
2. M d HlNH NGHIEN Ciyu Md hinh eac nhan t d i n h hudng dudc xay dung tren ca sd ly thuyet ve p h i t trien chuoi ciJa hang ban 1^
tien ieh, ban le hien dai va ket qua cija cac nghidn ctjfu trUde cd lien quan. TCf cie nghien cdu ve "Giii p h i t trien cilfa hang tien lpi van hanh theo chudi tai Viit Nam den nam 2010 (LeTrinh Minh Chau, 2010) va "Giai p h i p phat trien chuoi CLfa hang ban le tien ieh tai khu 36 thi mdi Ha Ndi" (Hoang Van H i i , Le Quan, 2007), "Cac nhan to b i o tro
eua hang ban l i hien dai tai Thai Lan"
(Wornchanok Chaiyasoonthorn and Watanyoo Suksa-ngiam, 2011} tac g i i de xuat md hinh nghien cdu cic nhan t d anh hudng den sU phat trien cua cua hang ban le tien ich nhu k h o i n g each tU nha den eda hang, Idng trung thanh cua khich hang, sUhai long cua khich hang, c i m nhan chat luong, nhan thUe ve dich vu, nhan thdc ve gia, thu nhapea n h i n .
- Khodng each tUnha den cCra hang CX?|-V! tri Clj'a cic nha ban le chuoi cCfa hang tien ich p h i i tiep can vdi tiem nang cua nhdm khich hang muc tieu (P. Kotler and G. Armstrong, 2004).
Mpt khoing each xa cd mdt tieu eUc anh hudng den viec lUa chon mdt cda hang ban le tien ich thdng qua viec g i i m tan so vieng tham cCia khach hang tai cda hang (T. Hansen and H.
S. Solgaard, 2004). Lpi ich eua eac cda hang nam trong trung tam cda thanh phd la gan khich hang (A. Finn, and J.
J. Louviere, 1996).
- Long trung thanh cua khach hang fXij; Ldng trung thanh eua khach hang la mdt y i u cSu bat budc cCia tat ca eac loai hinh cda hang b i n le (Anderson, W. T., 1972). Theo Kumar & Shah,
"ldng trung thanh ct!ia khich hang cd the la con dao hai ludi. Neu quan ly yeu kem, nd cd the gay ton thuang nghiem trpng tdi doanh nghiep. Dd la, ldi nhuan co the g i y ton hai cho Idng trung thanh. NhUng niu q u i n ly mgt each than trong va ket hdp ldi nhuan vdi Idng trung thanh thi nd se la vu khi manh nhat chdng lai stf canh tranh bang tiep thj cua doanh nghiep" (V.
KumarandD. Shah, 2004).
- Su hai long cua khdch hdng (X3).
Cac nha ban le chudi eCfa hang tien ieh tin rang sU hai idng cua khach hang la mdt trong nhdng yeu to quan trgng trong hoat dgng kinh doanh thanh cdng (M. 1. Go'mez, E. W. McLaughlin, and D. R. Wittink, 2004) 5U hai Idng
eCia khich hang de cap d^n c i m xue hai Idng hoac bat man eua khich hang tU viee so sanh mdt sin pham hay dich vu vdi ky vgng eua ho ve sin pham hay dich vu dd (P. Kotler and K. L. Keller, 2006). Vai trd cCia sU hai ldng co the xem nhu mdt yeu td anh hudng tdi y dinh mua hang cCia ngudi tieu dung (J.
J. Joseph Cronin, M. K. Brandy, and G.
T M. Hult, 2000). SU hai Idng cua khach hang la t r i c h nhiem cua cCfa hang ban hang (M. 1. Go'mez, E. W. McLaughlin, and D.R. Wittink, 2004).
- Gid trj gia tang (chdt lugng hdng hoa (X4), gid ca (X5) vd dich vu (X6)):
Cic g i i trj gia tang cung cap gia trj tuyet vdi cho khach hang la mpt trong nhCfng yeu td can quan tam trong edng tac q u i n ly kinh doanh hien nay. Viee xac dinh cic gia tri gia tang cho khich hang la mpt trong nhQng thanh cdng de ldl keo khach hang den vdi cCfa hang cCia doanh nghiep kinh doanh chudi (Benway, S., Grover, R., Brott, J., Foust, D., Atchison, S. D., and Ekiund, C. S., 1987). Tuy nhien, nhan thdc g i i trj chCi quan t d khach hang khae nhau se dua ra eae gia tri khic nhau. Khai niem nay md ta gia tr| nhu la mdt bien thay ddi, bat cuf lufc nao theo thdi gian:
trUdc khi mua hang, tai thdi diem mua hang, sau khi mua hang, thdi diem sii dung va sau khi sd dung (J. Sa'nchez, L s. Callarisa, R. M. Rodri'guez et al.„
2006). G i i tri nhan thde ed anh hUdng tich cue den su hai Idng eCia khach hang (Berry, L, Seiders, K., and Grewal, D., 2002). Gia trj thdng thudng bao gom: chat lUdng hang hda, djch vu va g i i c i (QSP), dUdc g i i trj bp ba khach hang (P. Kotler and K. L. Keller, 2006).
- Chung logi hang hoa (X7): Mdt tien ich quan trong cua cda hang ban le tien ich la cung cap cho khach hang ca hdi lua chgn mua sIm nhieu loai hang hda hay djch vy trong cung mdt khoing thdi gian (P. T. L. Popkowski Leszczyc, A. Sinha, and A. Sahgal,
So 17,2013-TapdiiKHOAHOC&CONGNGHE 6>
Bang 1, Mo ta thong ke thang do
1. Khoang each tit nha den c^a hang (XI) 2. Long ttung thanh cOa khach hang (X2) 3. Sit hai long cua khach hang ve cita hang tien ich(X3) 4. Chung loai hang hda dap dng nhu cau cua anh (chi) iX7) 5. Chat lifdng hang hda duoc dam bao (X4) 6 Gia ca hang hda hop ly(XS}
7 Thai dd ngddi ban than thien va gan gui (X6 1) 8 Bleu kien thanh toan ddn gian va nhanh gon (X6 2)
9 Cacdieukiei>dudaiphongphu(khuyenmai, ttd Chen, tut tham ..) (X6.3) 10 Vesinhtlifcphamdambao(X64)
n Cia hang trang tti va bd cuc dep, hap dan (!6.5) 12 Phong each ban hang chuven nghiep (X6.6) 13. Thdi gian md cua phu hop (X6 7) 14. Tdvan cho khach hang tot (X6.8) 15. Cd the cho phep ban mua tta cham (X6.9) 16. Thu nhap (X8)
Valid N (hstwise)
N 387 387 387 387 387 387 387 387 387 387 387 387 387 387 387 387 873
Minimum l/aximum 1
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
5 5 5 4 4 4 4 4 4 4 4 4 4 4 4 5
Mean ' Std. Devlatioill^
3.16 3.13 3.86 2.45 2.76 2.87 3.02 2.82 2.58 2.23 2.57 3.01 2.65 2.33 2.20 2.88
.944 , .812 .M
.953 M .839 3 .794 M .828.3
.905 a .999 ^ 891 " * .846 _J .810 .757 .919 .727 .985 .888
2 0 0 4 ) . N d i c h u n g , eac n h a q u a n ly chudi cCfa hang ban \i ti&n ich can quan t i m tdi cic nhu cau ve chung loai hang hda khae nhau tCf phia khich hang ctja ho. Khich hang quan tam nhieu hdn ve sin pham va phan loai djch vu nhieu hdn la cac nha q u i n ly chuoi cCfa hang (T. Hansen, 2003). CCfa hang ed nhieu chung loai sin pham cho phep khich hang mua s^m nhieu hon va tich kiem duoc nhieu hon do di ehuyen it (P. T. L Popkow/ski Leszczyc, A. Sinha, and A. Sahgal, 2004).
Thu nhgp (X8): La mdt trong nhiJfng yeu td quan trpng cCia kinh te xa hdi, nd phan chia dja vi xa hdi b i n g each Udc tfnh sd lUdng va nguon thu nhap (L. G. Sehiffman and L. L. Kanuk, 2000). Khich hang ed thu nhap thap thudng cd xu hUdng mua s^m tai cae cda hang gia thap hoac tai cae cho truyen thdng va it mua sam tai cac sieu thj, eac ctjfa hang ban le tien ich vi nguon lUc han che cua ho (M. Figuie and P. Moustier, 2009). Khach hang dua ra quyet dinh mua sam dUa tren cac d i e diem ca nhan ciia hg nhu tudi t i e , nghe nghiep, gidi tinh, trinh dp hpc van, thu nhap va quy md gia dinh.
NhQng yeu to nay cd t i c ddng trUe
tiep den hanh vi mua sIm cda khich hang (LQuThj Minh Ngpc, 2013).
3. PHUONG P H A P N G H | £ N C U U Nghien edu nay bao gom cd hai budc chinh la nghien cQu djnh tinh va nghien cdu djnh lUdng. Nghien cQu dinh tinh vdi ky thuat thu thap dQ lieu t h d cap tai cac nghien cQu trudc day ve cae nhan t d i n h hudng den p h i t trien ehuoi eac chudi cCfa hang b i n le tien ich. Td ket quS nghien cQu dinh tinh dd, t i c gia da tien hanh dieu ehinh, xay dUng md hinh va thiet ke bang hdi cac nhan td i n h hudng den su phat trien chuoi eCfa hang tien ich tai Viet Nam trudc khi trien khai dieu tra khao sit.
Nghien cdu djnh lUdng dUdc thuc hien thdng qua phUdng phap k h i o sat. Cac d d lieu thu thap dUde dung de danh gia mQc dp anh hUdng cua cac nhan t d den sU p h i t trien chuoi cQa hang tien ieh nghien cQu.
Tren co sd bang hdi dUdc thiet ke, viec dieu tra dUde tien hanh bSng each dieu tra k h i o s i t vdi mau phi xac s u i t eu the la mau ngau nhien. Ddi tupng mau la ngudi tieu dimg mua sam tai cac chuoi cda hang tien ich tai Viet Nam, eu the la cac chuoi Hapro
Mart, Circle K, Family Mart, Shop fii Go, Ministop. Sau do dQ lieu dUdc tap hop va xCf ly tren phan mem SPSS 19.0.
Bing hdi dUdc thiet ke vdi clu t r i Idi cho nhdm gia tri gia tang theo thang Likert (diem 4) vdi cic cau trJ Idi t d hoan toan khdng ddng y (1) tdi hoan toan khdng dong y' (4), v6i cSti hdi ve khoang each, Idng trung thSnh, sU hai Idng cCia khich hang, thu nhcip dUde SLf dung thang do Likert (5 diem), thang do cu the ap dung rieng vdi tdng nhan td.
4. KET QUA NGHIEN COTU Thdng qua ket qua thu dUOC b b i n g 1 cho thay: eae gia trj nhd nhat (Min) va Idn nhat la (Max) eua ck thang do nam trong khoang tif 1 d^n 5, dieu nay ham y khdng ed gidi han ve mat bien dpng doi vdi cac thang do dUde sQ dtjng. Td ket q u i nayc6 the nhan thay thang do cd phan ph6i chuan, dam bao cae yeu cau phan tfch
tiep theo. -' TCr b i n g 1, cung cd the nhan thSy
ngUdi tieu dung cd nhQng dinh gi^
kha k h i c nhau ve cac yeu to Snh hudng den quyet dinh mua sSm * cQa hang tien ich. Mdt so yeu td dt/«
k h i c h hang quan tam la khoing each
>8 Tapcht'KHOAHOC&CONGNGHE. S o 1 7 . 2 0 1 3
ECONOMICS-SOCIETYl
Cemponent initial Eioenvalues Total
1 4.466 2 1 1.468 3 1.350 4
5 6 7 8 9 10 11 12 13 14 IS 16
1.113 1.023 .934 .884 .768 .738 .669 .596 .531 .486 .443 .350 .180
% of Variance 27.916
9.175 8.438 6.956 6.395 5.837 5 524 4.800 4.613 4.180 3.727 3.318 3.038 2 768 2.186 1.127
Cumulative % 27 916 37.090 45.528 52.485 58.879 64.716 70.241 75.041 79654 83.835 87.561 90.880 93 918 96 686 98.873 100.000
Extraction Sums of Sguared Loadings Total ! %ofVariance Cumiilative%
4,466 1.468 1.350 1.113 1.023
27.916 9.175
27.916 37 090 8.438 45.528 6.956
6 395 52.485 58.879
Rotahon Sums of Sguared Loadings Total % of Variance ' Cumulahve%
3 229 1925 1.827 1.245 1195
20.181 12 032 11.420
20181 32 213 43.633 7.780 51.413
7 466 58.879
1
Exttactlon Method: Pnncipal Component An alysis.
Bing3.KM0andBartlett'sTest
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett's Test of Sphericity
Approx. Clii-Square
Df
Sig.
.794 1633.198
120
.000
B^ng 4. Ma tran cac nhan to xoay (Rotated Component Matrixa)
1. KhoJng each tif nh^ den ed^ hanq (X1) 2. 1.6nq trung thanh eiia khach h^ng (X2}
3. Sif hai long eua khach hang ve cila hang tien ich(X3) 4. Chat lifong hang hda difoe dam bao (X4) 5. Qi ai hang hoa hop ly (X5) 6. M d o n g i f f n b^n than thien va gan qui (X6.1) 7. fiiej kien thanh toan drni gian va nhanh gon (X6.2) 8. (icSKu kien ifti dai phong phu (khuyen mai, tro cM,
nittham.. )(X6,3) 9, V^ sinh tlifc pham dam bao [X6.4) 10. Ci)ahangtjangtnvaboeucdep,hapdan()e.S) n . Hionq c i h ban hanq ctiuyen nghiep (X6.6}
12. M i gian mcitua phii hap(X6.7]
13. Ttfvanchokhachhanqt6t(X6.8) 14. C6thlthophepbanmuatrachiim(X6.9) IS. Chiing loai hang hoa phong phu (X7) 16. Thu nhap (X8)
Component 1
.580
.771 .687 ,567 690
.666 .567
2 3 4
.640 .800
5 732
.877
.903 .803
689 i .801 1 Phtfdng phap khai tiidc i^han m i l thann pnan cninh
pi^ij^nr.'-.^plj.inchuyeniVanmaxviS Rotation Method.Varimaxwith Kaiser Normalization, n o l s ' ^ o n f onverqed in 6 iterations.
I
t d nha den cda hang, sU trung thanh cCia khach hang, sU hai Idng cCia khach hang, thu nhap cOa ngUdi tieu diing, thanh toan nhanh gpn va t h u i n tien, phong c i c h b i n h i n g chuyen nghiep, t h i i d d cCia ngUdi ban gan gui, t h i n thien, gia ca hop ly. Day la nhflng yeu to deu cd mdc trung binh tren 2.8 va phUdng sai nhd hon 1. Cac yeu t d tiep theo duoc chap nhan la chat luong hang hda, chung loai hang hoa phong phu, bd cuc cda hang dep va hap dan, cac dieu kien Uu dai phong phu, thdi gian m d cCfa phu hdp.Tuy nhien, cung phai nhin nhan la khach hang van chua d i n h gia cao hai yeu t o la ve sinh an toan thtJc pham, chung loai hang hda. Ve nguyen ly, hai yeu to nay p h i i la nhCfng gia trj dUOC thda nhan manh nhat vi nd la yeu to mau chot thanh cdng cua c i c cda hang tien ich trong tUdng quan canh tranh vdi cac cda hang ban le truyen thdng danh doi lai han che ve gia ban cao. DUdng n h u k h i c h hang van chua chu y nhieu den yeu t d an toan ve sinh tht/c pham, yeu to i n h hudng true tiep den stjfc khde ctJa ngudi tieu diing. Yeu t o khach
S o 1 7 . 2 0 1 3 •TapdiiKHOAHOC&CONGNGHE 6 !
hang quan tam nhat la khoang each t d nha den cda hang, va stf hai Idng cua khach hang yeu t d nay dat mt:fc trung binh cao nhat la 3,96 va 3,86 vdi do lech chuan gan nhu cao nhat la 0.944 va 0.953. NhU vay cd the nhan thay, ngudi tieu dung quan tam den khoang cich tif nha den cda hang va sU hai ldng cua khach hang ve cda hang tien ich. Day la yeu td i n h hudng den vi$c khich hang lUa chon mua sim tai CLfa hang tien ich hay cac cCta hang b i n 1^ truyen thong.
Vdi phan tfch PCA (Principal Components Analysis) cho thay cd 5 nhdm bien so duoc rut ra vdi tong g i i i thich bien ddng cic thang do la 58.879 va g i i trj Eigenvalue >1 (bang 2). Dieu nay cung la hdp ly vl y kien cua khach hang cd ri,t nhieu sU khic biet. Nhdm 1 chda gia tri dai dien cao nhat, trong khi nhdm cdn lai chi cd khoing dUdl 10% thdng tin dai dien.
Gia trj KIVIO va Bertlett cua kiem djnh quyet dinh mua sIm cua ngudi tieu dung tai cCfa hang tien ich (Y) la 0.794 (>0.5) (bing 2.4).Tat c i cac g i i tri Factor Loading deu Idn hon 0.5 (bing 3). Ket qua nay cho phep ket luan cac thang do deu cd g i i tri cao khi dUOc sd dung de do bien tuong dng.
Ma tran cac nhan t d xoay (Rotated Component Matrixa) cho thay mdt so yeu td i n h hudng den hanh vi mua h i n g tai cisa hang tien ich nhU sau:
Dtfa vao b i n g so 4 ta thay bien 4,8,9,10,11,13,15 cd tUdng quan manh vdi nhau va thupc nhan td t h d 1 .Tuong tif nhan td 2 bao gom cac bien 5,16.
Cic bien 7,12 la cac bien giai thich cho n h i n td 3. Nhan to 4 bao gom bien 2, 3. Cudi cung bien 1, 14 thudc nhdm nhan tdS.
Tif cic nhCfng diem gidng nhau (the hien tinh chung) cua bien nam trong nhan to, tac g i i dat ten cho nhtfng nhan td nay thanh 5 nhdm vdi nhdm 1 la nhan td ve chat lUdng cda hang tien fch; nhdm 2 l i nhan t d thu
nhap cua ngUdi tieu dung; nhdm 3 la nhan t d ^ieu kien hoat ddng, nhdm 4 la sUhai long cua khach hang, nhdm 5 la nhan to t h i n quen.Trong do:
- Nhom thdnhat, cd tinh dai dien cao nhat bao gom cac gia tri nhU chat lUdng hang hda, chung loai hang hoa, cic dieu kien Uu dai, ve sinh an toan thifc pham, bo cue cda hang, phong each ban hang, tU van khich hang. Y kien CLia khach hang ve nhdng nhan t d nay kha tuong thich. Trong thdi gian tdi, cic cda hang tien ich can chii trpng tao dung cho minh ldi the canh tranh nhd vao nhdng g i i tri chat luang cua cda hang tien fch nay.
- Nhom thUhai, cho thay thu nhap cua ngUdi tieu diing quyet djnh den hanh vi mua sam cua ngUdi tieu dimg. Mac du cac yeu td chat lUdng cCfa hang ban le tien ich hay cac dieu kien thanh t o i n tot, thdi gian md cCfa hpp ly nhung ngudi tieu diing d i e biet quan tam va bj ehi phdi bdi yeu to thu nhap.Thu nhap cua hp gia dinh quyet dinh hanh vi mua sam cua ho d dau. Do dd, ben canh vi§c nang cao chat lUdng cua eda hang b i n le tien ich cung nhudieu kien thanh toan va gid md cda thi cac cda hang tien ich can dUa ra cic mdc gia hdp ly v i cic chuang trinh khuyen mai hap dan de thu hut ngudi tieu dung mua s i m tai cic eda hang ban le tien ich.
- Nhom thdba, thupc ve dieu kien thanh toan va gid md cda. Lpi the cua cda hang tien fch la thdi gian md cda.
Trong khi cic eda h i n g ban le truyen thdng thudng md cda t d 7h den 21 h hang ngay va sieu thi md cda tdSh den 21 h hang ngay thi cda hang tien ich md cda 24/24. Dieu kien thanh toan cua cda hang tien ich cung nhanh gpn va don gian hon. Vdi phan mem POS, viec thanh toan t r d nen nhanh chdng va thuan tien hpn nhieu so vdi ban le truyen thdng ve viec tinh hda dan tren m i y tinh, so vdi cac sieu thi va dai sieu thj, thanh toan d eda hang tien fch tiet
kiem duac thdi gian do khdng phii chd dpi.
- Nhdm thUtu. thupc ve su hai long cda khach hang. Sif hai Idng eua khach hang giup cho khich hang cam thSy thda man d cCfa hang tien ich, tifd6 xay dung Idng trung thanh cua khach hang vdi cda hang tien fch. Odi vff\
ngudi tieu dung, ddi khi sif hii long ve cda hang cung vdi thdi quen mua sam tai cic cda hang than thudc (long trung thanh vdi cda hang) la cac nhan td i n h hudng den quyet djnh mua s3m cda hp. Ngudi tieu dung chap nhSn mua hang hda 6 cac cda hang ma hg c i m thay h i i ldng, hoac mua hSng hoa tai cic cCfa hang t h i n thupe mac dil g i i hang hda cothe cao hdn nhifng hp hai Idng ve chat lupng cung nhif la sutin tudng lan nhau gida ngudi mua va ngudi ban.
- Nhom thd ndm, thude ve nhin t6 t h i n quen. Ool vdi ngUdi tieu diing Viet Nam, van hda mua s3m truydn thdng da i n s i u vao hp, bSn canh £16 do i n h hudng cua y^u to van hoa' ban anh em xa mua l i n g gieng gSn' nen ngudi tieu dung cd xu hifdng mua sam d nhdng nai gan vdi nOi ho d. Mpt mat vda tiet kiem ehi phi, mat khac cda hang tien ich doi khi con la noi ho chia s^ nhCfng cau chuyen ho3c tan chuyen ddi thudng. Yeu to thSn quen giup cho hp tin tUdng nhau hon v i cho phep cic ctfa hang tien ich thu hut dUdc khach hang lien ke xung quanh cda hang.
Nhu vay cd the nhan th^y quyet dinh mua sIm cOa ngUdi tieu cJiingbj chi phoi bdi 5 nhdm nhan t6 chinh.Be cd the phat trien chuoi cda hang tien ich, cac doanh nghidp can xiy diJng cac CLfa hang tien fch van hanh theo chuoi thda man cic yeu to nay.
S . D g X U A t K I ^ N N G H ! De phat trien chuoi cda hang tien ich tai Viet Nam, t i c g i i dUa ra mtt so ki^n nghj sau:
- Thdnhat, tuyen truyen, quing b^
0 TapdiiKHOAHOC&CONGNGHE. So 1 7 . 2 0 1 3
ECONOMICS-SOCIETYl
^de thay ddi thdi quen va nhan thdc ve mua sSm cda dan cu.
* - Thd haj, x i y dUng khung kho 'phip ly nham tao thuan tien cho sif
• phat t r i l n chudi cCfa hang tien fch.
- Thdba, x i y dung tieu chuan cho ' CLfa h i n g tien ich.
' - Thd tu, xay dung va thuc thi cac ''chfnh sich tao thuan lai cho p h i t trien kaccda hang tien ich.
" - ThU nam, tang cUdng md hinh 'chuoi cda hang tien fch cd sif tham
•gia cua hp gia dinh kinh doanh ban le ' truyen thong.
- ThU sau, xay dUng moi lien ket ' ben viJfng giC^a chuoi cda hang tien ich
• vdi cic nha cung cap
- Thd bdy, x a y d u n g h i n h i n h v a
!'thUdng h i e u c h u o i e i f a h a n g t i e n i c h 6 . K ^ T L U A N
C u n g v d i x u h u d n g p h a t t r i e n b i n 1^ h i e n d a i , x u h u d n g m u a s I m cCia n g u d i t i e u d i i n g c u n g c d s t i t h a y d d i , n g u d i t i e u d u n g c d x u h U d n g m u a sam t a i n h d n g n d i t h u a n t i e n , c h a t l i f d n g h a n g h d a d i m b i o , c h u n g l o a i h i n g h d a p h o n g p h t j , g i i c i c a n h
t r a n h . T r o n g n g h i e n c d u d a c h i ra r a n g , n h d m n h a n t o v e c h a t l U d n g c u a h a n g t i e n i c h , t h u n h i p n g U d i t i e u d u n g v a d i e u k i e n h o a t d d n g c u a c u a h a n g t i e n i c h la eac y e u t d c h i n h a n h h U d n g d e n h a n h v l m u a s I m c u a n g u d i t i e u d i i n g t a i c h u o i cCfa h a n g t i e n i c h . B e n c a n h n h d n g yiu t d d o , e h u o i c d a h a n g t i e n i c h c u n g c a n c h u t r o n g d e n y e u t o t h d a m a n k h a c h h a n g d e t i f d o x a y d u n g I d n g t r u n g t h a n h c u a k h a c h h a n g v d i c h u o i .
Phan hien khoa hoc: PGSJS Hoang Van Hai
TAI L I | U THAM K H A O
[1]. Berry, L, Seiders, K, and Grewal, D.
"Understanding Service Convenience". Journal of Marketing, pp 1-17,(2002).
[2]. Hoang Van Hai, Le Quan Giai phap phat trien chuoi ciSi hang thuan tien is cac khu do thi mdi thanh pho Ha Noi. Ha Noi: Bg Tliifong Mai (2007).
[3]. J. J. Josepti Cronin, M. K. Brandy, and G.
T. M. Hult "Assessing the EITects of Quality, Value, and Customer Satisfaction on Consumer Behavioral
intentions in Service Environments," Journal of Retailing, pp25, [2000).
[4]. Le Trmh Mmh Chau. Giai phap phat tnen eifa hang ban le tien igi van hanh theo ehuoi tai Viet Nam den nam 2010, Ha Noi: fie tai nghien ctfu khoa hoc Vien nghien cifu Tliuung Mai (2010).
[5]. M Farhangmehr, S. Margues, and J, Silva.
"Hypermarkets versus traditional retail stores - consumers' and retailers' perspectives in Braga:
a ease study". Journal of Retailing and Consumer Services,,pp 189-198, (2001),
[6]. M. 1. Go'mez, E. W. McLaughlin, and D, R Wittink. "Customer satisfaction and retail sales performance: an empincal investigation," Journal of Retailing, pp 265-278, (2004),
[7], T. Hansen and H S Solgaard. "Measuring the Effect of Distance on Consumer Patronage Behavior: a structural equation model and empirical results,"New Perspectives on Retailing and Store Patronage Behavior, A study of the Interface Between Retailers and Consumers Boston, Kluwer Academk Publishers. (2004).
[8], Wornchanok Chaiyasoonthorn and Watanyoo Suksa-ngiam. Factors Influencing Store Patmnage, A Study of Modern Retailers in Bangkok Thailand, International Journal of Trade, Economies and Finance. (2011),
K V K £ T HCfP T A C V<5l T R U N G T A M G l A l P H A P C N T T V A V I I N T H 6 N G V I E T T E L
Dua tren nhihig dinh hifdng phat trien ngu6n nhan lye trongtUdnglai,ngay01/S/2013,TrungtSmgi^i phap CNTT v^ Vien thong Viettel da ky ket bi^n b^n ghi nhd hop tae vffi tru'dng Dai hgc Cong nghidp Hh Noi. Theo thoa thuan hop tac, hai ben eung phoi hc^ trong hat noi dung cO b^n 1^ dao tao nguon nhan lye, nghien cisu KHCN. Theo do, hai ben se ciing thye hien cae eong viee nham nang cao chat lifOng dao tao, cung co cong tac nghien c^u KHCN va boi du'dng them nguon nhan luc Trong nhifng nam qua, khong chl nganh CNTT ma hau het tat ca Ctic ng^nh trong xa hoi ileu can nguon nhan lye dao tao co chat Itfong, cd trinh do dcip yng dQ yeu cau cong viee. Bai dien Lanh dao trudng fiai hgc Cdng nghiep Ha Noi va dai dign Lanh dao Trung tam Qi\ phdp Cflng nghe Tti6ng tin vi Vien thfing Viettel mong ^.i^
mudn b i n thoa thuan -.s difoetriln khai cu t h ^ va ISm viec " "
theo 16 trinh de dat difoe nhiftig k i t guS tot nhSt./.
So 1 7 . 2 0 1 3 • TapdiiKHOAHOC&CONGNGHE 7 1