PHAN TICH CAC NHAN TO
TAC DONG DEN CHAT L U O N G DICH VU BAN LE XANG DAU TAI CONG TY CO PHAN
THlJONG MAI HOC MON
• CANH CHi HOANG - TRAN NGOC TAN
TOM TAT:
De kiem dinh dd tin cay eua ede thang do, nghien ctfu nay sff dung he sd'Cronbaeb's alpha va phtfdng pbap phan tieh nban to'. Ke't qua sau khi phan tieh ebo thd'y cd 6 yeu td dtfdc nit trich gid'ng nhtf md hinh di nghi ban dau. De tai nay edn tie'n hanh kiem dinh stf khde bidt ve dac tinh khach bang va ye'u td' ttf moi tttfdng, ket qua kiem dinb eho thd'y ed stf kbde biet trong mtfc dd cam nhan ve cha't Itfdng dich vu gitfa cae nhdm khach hang co cac dac tinh khde nhau (tbdi gian dd xang, mtfc dd gan bd vdi cffa hdng, mffc dd nhdn bid't vl thtfdng bidu) va cdc ye'u td'mdi trtfdng tac dgng khac nhau (van hda kinh doanb va tbdng tin tham khao ve effa hang). Ngoai ra, nghidn cffu cung de xua't mdt sd' kid'n nghi kha thi dl eac doanh nghiep dang kinh doanb ttong linh vtfe xang d^u tham khao va ap dung.
Tif khoa: Cha't Itfdng dicb vu, ban 16, xang dau.
I. Dat va'n d l
Vdi stf phdt trien va tbay ddi khdng ngtfng eua nganh Xdng d^u, vai trd va sffe manh ciia khdch hang ngay cang Idn hdn. Ne'u khach hang khdng dtfdc cung cap san pham va dicb vu nbtf hg mong ddi, ho se de dang chuyen ddi sang effa hang xdng dau khae, De ehu£n bi sdn sang ttf tbd' khi linh vtfe kinb doanb xang dau hdi nhdp kinh te qudc te va de cd the dffng vffng tten thi ttffdng thi vide hieu dffdc nhi?ng ye'u td anh hffdng chat Iffdng dich vu ma HO- TRACO cung ca'p eho khach hang, tff do co nhffng chinh sdeb khac phuc va nang eao sff hai long eua khdch hang cd mdt vai tro rat quan trgng ddi vdi sff tdn tai va phdt tridn cua HOTRACO trong ttfdng lai.
II. Phan tich cac nh^n td' tac dgng de'n chat Itfdng dich vu ban le xang dau tai Cdng ty cd phan Thtfdng mai Hdc Mdn
1. Kit qua nghien edu 1.1. Bdc diem cua mdu nghien edu Dac diem cua mau nghidn ctfu dtfdc tdm tat trong Bang 1.
7.2. Thdng ke mo td dd lieu bien dinh luang Nghidn ctfu nay gom 36 bien quan sat, gdm 6 bie'n quan sat do Itfdng bie'n phu thudc "Cha't Itfdng dich vu" vd 30 bie'n quan sat do Itfdng nam bie'n ddc lap.
1.2.1. Kiem dinh do tin cdy vd phii hcfp cua thang do
a. Kie'm dinb dd tin cdy bang Cronbach's Alpha
Thang do eua td't ea cdc bie'n ddc lap vd phu thuoc deu ed he so' tin cay Cronbach's Alpha dao ddng tff 0.732 dd'n 0.822, dat yeu clu Idn hdn boae bang 0.6. Dd'i vdi he so' ttfdng quan bie'n tdng, trff thang do "Sff tin cay" ed bie'n TIN_CAY4 vd thang do "Phffdng tien hffu binh cd bien PHU0NG_TIEN4 ed gia tri la 0.239 va 0.229, ede thang do cdn lai deu cd he so' tffdng quan bie'n tdng cua mdi bie'n quan sdt Idn la 0.3.
Vl vay, thang do cua cac bie'n nay dIu dat ydu cau va cd the dffa vao phan tich nhdn to' khdm pha EFA.
160 Sd4-Thang 3/2019
KINHOOANH
Bang 1. Thdng ke d g c d i e m m d u nghien cCfu E)$c diem mall nghien cOu
GMi tinh
Tudi
Doi liiong l<iiao sat
Ttiu nhap
Khoang each tl! nha den
cLia hang PhLidng tien ma khach tiang
Sil dung
Nhu cau di lai trong 1 thang Thdi gian
do x§ng
Mile do gan bo vdi CL(a hang
Ivliic dd nhan biet thudng hieu
Su phan bo cita hang
\ ^ n hoa i<inh doanh Thong tin tham ithao v§
cila hang
Nam NO Dudi 20 Til 20 den dudi 35 tudi TCI 35 den du6i 50 tuoi TlJ 50 tuoi tr6 len Khach mua le
Khach thuoc cd quan nha nudc Khach thuong mai Dudi 10 trieu dong/thang Ti^ 10 trieu den dudi 20 trieu/thang Tren 20 tri&u dSng/thang Dudi 10km Til 10 den dudi 20km Tr6n 20km Xe gan may X e o t d Xetai Nhieu loai Dudi 100km Til 100 den 200km Tren 200 km Gid cao diem Gid thap diem it hdn 1 nam Til 1 den 2 nam Til 3 nam den 4 nam Tren 5 nam NghT ngay lan dau tien Khong nhac nhung van nhd Chi nhd khi duoc gdi y Hoan toan khong bie't ve thUdng hieu Co nhieu cila hang
Trung binh Cd it ciia hang Chua hudng tdi khach hang Cd hudng tdi khach hang Nghe dieu tich cue Nghe dieu tieu cue
So ngudi tra idi 193 141 12 155 112 55 255 28 51 99 156 79 255 59 20 209 44 28 53 51 95 188 186 148 40 104 102 88 97 143 80 14 116 177 41 143 191 288 46
Neiion: Ket iyi$
58%
42%
4%
46%
34%
16%
76%
8%
15%
30%
47%
24%
76%
18%
6%
63%
13%
8%
16%
15%
28%
56%
56%
44%
12%
31%
31%
26%
29%
43%
24%
4%
35%
53%
12%
43%
57%
86%
14%
qud khdo sdt
So 4 - T i i d n g 3/2019 161
b. Phdn tich nhdn td'kham pha (EFA) - He sd' Kaiser-Meyer-Olkin (KMO); Ndm trong khoang 0.5 <KMO< 1 nhdm dam bao phan ticb nhdn to thich hdp vdi dtf lidu nghien cffu.
- He sd tai nhan td' (Factor loadings): Cd gia tri Idn bdn hoac bang 0.5 de dam bao sff hgi tu gitfa cae bid'n trong mdt nhdn to, ddng thdi bid'n quan sat phai dam bao gia tri phan biet. Ne'u 1 bie'n quan sat tai Idn d ca 2 nhdn to', chung ta can xem xet 2 trtfdng hdp.
Tong pbtfdng sai trich (Total Variance Explained) Idn hdn hoac bang 50% va diem dffng khi trich nhdn td' ed bd sd eigenvalue > 1, vi nhffng nban to' cd eigenvalue < 1 se khdng ed tae dung tdm tat thdng tin td't hdn bie'n gd'e, vi sau khi ehuan hoa mdi bie'n gd'c cd phffdng sai la 1.
* Phan ticb nban Id'kbdm pbd ebo ede bie'n ddc idp:
Ke't qua phan tich nhan to' cho 28 bie'n quan sat dii dilu kidn (trff bie'n TIN_CAY4 vd PHU0NG_TIEN4) cua eac bien doe lap nhff Bang 2:
Bang 2. He sd KMO vd Kiem djnh Bartlett Hg so Kaiser-Meyer-Olkin l^^easure (KMO)
Kiem dmh Bartlett
Chi binh phuong df Sig.
0.820 3.453.432
378 0.000 Nguon: Kel qud xd ly bdng phdn mem
SPSS20 - Tham khdo Phu luc E Theo ke't qua nghien effu, bid'n PHU0NG_TIEN6 tai len d ed 2 nhdm vdi he sd tai lan Itfdt la 0.571 va 0.428 (ebdnb idcb 0.143), bie'n XA__H0I4 tai len d ea 2 nhdm vdi he sd' tai lan Itfdt la 0.714 va 0.429 (ebdnb Ideh 0.285); bie'n DAP_UNG2 tai len d ca 2 nhom vdi he sd' tai lan Itfdt la 0.605 va 0.586 (chenh lech 0.019); bien XA_H0I3 tdi len d ca 2 nhom vdi he sd'tai lan Itfdt la 0.493 va 0.604 (chenh lech 0.111); eac gid tri ndy chenh lech nhau khong tdi 0.3, do vay de dam bdo "gia tri phan bidt", ldc gid quye't dinh loai cae bien PHU0NG_TIEN6, XA_H014, DAP_UNG2 va XA_H013 ra khdi ma tran xoay.
- Hd so KMO = 0.807 thoa dieu kien 0.5 <
idVIO < 1. Nhff vay, phan tieh nhdn td' thich hdp vdi dff lieu nghien ctfu.
- Ke't qua kiem dinh Bartlett; ed gia tri Chi binb phtfdng bang 2341.588, kiem dinb nay co y nghTa thd'ng kd (Sig.=0.000 < 0.05), nghTa la cac bid'n quan sdt cd md'i ttfdng quan vdi nhau trong tdng the. Dieu nay chffng to dtf lieu dung de phan tich nhan td' la hoan loan pbu hdp.
Nhtf vay, eac bie'n quan sdt cua thang do nay (trff bid'n TIN_CAY4, PHU0NG_TIEN4) da bi loai tff btfdc kiem dinb do tin cay bang Cronbach's Alpha) deu dat yeu cau de dtfa vdo btfdc phan tieh tid'p theo, eu the nbtf sau:
- Nhdn td 1 - tff thdnh phan eua thang do "Stf tin cay", ky hieu TIN_CAY: gdm 5 bie'n quan sat (TIN^CAYl, TIN_CAY2, TIN_CAY3, TIN_CAY5, TIN_CAY6).
- Nhdn to' 2 - tff tbdnh phin eua thang do "Mffc dp ddp ffng", ky hidu DAP_UNG: gdm 3 bien quan sdt (DAP_UNG1, DAP_UNG3, DAP_UNG4).
- r^llian to' 3 - tff thanh phan cua thang do "Ndng itfc phuc vu", ky hieu NANG_LUC: gdm 4 biln quan sat (NANG_LUC I, NANG_LUC2, NANG_LUC3, NANG_LUC4),
- Nhdn td' 4 - ttf thanh phan cua thang do "Stf ddng cam", ky hidu DONG_CAM: gdm 4 bie'n quan sat (DONG_CAMl, D0NG_CAM2, DONG^CA]VI3, D0NG_CAM4).
- Nban to' 5 - tff thanb phan cua thang do
"Phtfdng den hffu hinh", ky hieu PHUONG_TIEN:
gdm 5 bie'n quan sat (PHU0NG_TIEN1, PHU0NG_TIEN2, PHU0NG_TIEN3, PHU0NG_TIEN5, PHU0NG_TIEN7).
- Nban td 6 - tff thanh phan cua thang do "Trach nhiem xd hdi", ky hidu XA_H0I: gdm 3 bid'n quan sdt (XA_HOn, XA_H0I2, XA_H0I5).
* Phan dch nban id' khdm phd ebo bie'n phu thudc:
- He sd KMO = 0.861 thda dieu kien 0.5 <
KMO < 1, Nhff vdy, phan tich nhan td thich bdp vdi dff lieu nghien cffu.
- Tbeo ket qua ttf ma trdn, he sd' tai nhdn to' cua eac bie'n quan sat deu Idn bdn 0.5, nen cdc bien quan sat dIu quan trong trong nhdn td'. Nhff vay, ke't qua phan tieh trich dtfdc 1 nhdn td ttf thang do
"Chd't Itfdng dich vu" gdm 6 bid'n quan sat (CLDVl, CLDV2, CLDV3, CLDV4, CLDV5, CLDV6). Cdc bie'n quan sdt nay dat ydu cau de dtfa vao btfdc phdn tich dd'p theo.
162 S d 4 - T h a n g 3/2019
KINHOOANH
i.2.2. Phdn tich tucmg quan
Kd't qud phdn tieh ttfdng quan eho tha'y ta't ea cac bie'n ddc ldp dIu cd bJdng quan nha't dinh vdi bie'n phu thudc (CLDV), he sd' sig giffa tffng bie'n ddc lap vdi bie'n pbu thudc deu nhd hdn 0.05, he sd tffdng quan gitfa bie'n dgc lap va bid'n phu thudc giao dgng tff 0.348 de'n 0.629, chffng to cd sff tffdng quan manh.
1.2.3.Phdn tich hdi quy
- Gia tri Sig kiem dinh t tffng bien doe lap deu nho hdn 0.05, cd nghTa la ta't ea eac bie'n dIu ed y ngbia trong md hinh vdi chffng eff rd't manh.
He sdhdi quy chuan hoa Beta ed gia tri ttf 0.12 de'n 0.401. Trong dd, bid'n "Nang Itfc phuc vu" ed Beta Idn nhd't, chffng to cd anh hffdng nhilu nha't de'n stf tbay ddi eua bie'n "Cha't Itfdng dicb vu ".
He sd VIF cae bid'n ddc lap deu nhd hdn 2, nhtf vdy khdng eo da cdng tuye'n xay ra.
* Kiem dinh ve stf phii hdp eua md binh:
Kiem dinh F trong bang phan tieh phtfdng sai (ANOVA) dtfdc sff dung de kiem dinh gia thuye't ve dd phii hdp cffa md hlnb hdi quy tuyd'n tinh tdng the, cu thd nhtf sau:
Bdng 4. Gid trj he sd x d c dmh R^
vd he sd Durbin-Watson Model Summary^
R Square
Adjusted R Square
Std. Error of the Estimate
21654 Durbin -Watson
a. Predictors: (Constant), DAP_UNG, PHU0NG_T1EN, T[N_CAY, DONG_CAM, XA_HO!, NANG_LUC b. Dependent Variable. CLDV
Bang 3. Ket qua ki^m dmh F Irong ANOVA ANOVA- Model
1 Regression ResiDap_ungal
Total
Sum of Squares 42.482 15.333 57.815
df 6 327 333
Mean Square
7,080 .047
F 150,996
Sig.
.000>
a. Dependent Variable: CLDV
b. Predictors; (Constant), DAP_UNG, PHUONG_TIEN, TIN_CAY, DONG„CAM, XA_HOI, NANG_LUC
Nguon: Ket qud xd ly bdng phdn mem SPSS 20 - Tham khdo Phu luc E Kdt qua nghien cffu cho tbd'y be so' Sig kiem dinh F = 0.00 < 0.05, nbtf vay mo hinh hdi quy tuye'n tinh cd y nghTa, cd the suy rdng va dp dung dffdc eho tdng the.
*Danh gid md hinh:
He so xdc dinh hieu chinh R^ = 0.73, dilu dd ed nghia cdc bie'n ddc lap cua cua md binh hdi quy bdi da giai thich dffdc 73% sff bid'n thidn cua bien phu thudc "Chd't Itfdng dicb vu ".
Nguon: Ke't qud x^ ly bang phdn mem SPSS 20
* Gid dinb lien be tuye'n tinh:
Ttf Dd thi phdn tdn giffa gid tri phan dtf chain hda va gid tri dtf doan chuan hda trong Pbu lue E, eac dilm tren dd thi phdn tan ngau nhien trong mdt vung xung quanh dtfdng di qua tung dd 0 va khdng tao thanh mdt hinh dang nao. Vi vdy, khdng co stf lidn he nao gitfa gia tri phin dtf chuan hda vd gia tri dtf dodn ehu^n bda, bay ndi each khae Id gia dinh ve quan he tuyd'n tinh khong bi vi pham.
* Gid dmh pbtfdng sai khdng doi:
Ta't cd gid tri sig md'i ttfdng quan hang giffa ABSRES vdi ede bien ddc lap deu Idn bdn 0.05, do do phtfdng sai phin dff la ddng nba't, gia dinh phtfdng sai khdng ddi khdng bi vi pbam.
* Gia dinh ve phan phd'i ehuan cua phan dtf:
Bieu do tan sd Histogram dtfdc sff dung de kiem tra phdn phd'i cua phan dff. cua Phu luc E eho tbd'y Gid tri trung binh gan bang 0, dd lech chuan la 0.991 gan bang 1, nhtf vdy cd the ndi, phdn pbd'i phan dtf xd'p xi chuan.
Do do, ed thd ke't luan rang: Gid tbiet phan phd'i ebuan cua phan dtf khdng bi vi pbam,
* Md binb hdi quy bdi
Nbtf vdy, sau khi da kiem tra cdc gid djnh can tbiet trong hdi quy tuyd'n tinb.^co the ke't luan la md binh hdi quy eua mdu ed the dung de tfdejtfdng ebo tdng the'. Phtfdng trinb bdi quy da ehuan hda the bien radi quan he giffa bid'n phu thudc vd cdc bien dgc lap nhff sau:
So 4 - T h a n g 3/2019 163
CLDV= 0.219TIN_CAY + 0.401NANG_LUC + 0.085DAP_UNG + 0.331PHUONG^TIEN + 0.28DONG_CAM + 0.12XA_HOI 1.2.4. Kiem dinh cdc gid thuyet ciia md hinh nghien cvlu
Kilm dinb stf khac biet tbeo mffc do nban bie't ve thtfdng hieu cua cffa bang gitfa eac nhdm khach bang theo pbtfdng phdp phan tieh pbtfdng sai mdt yd'u to' (One-way ANOVA) da dtfdc dp dung. Ke't qua kiem dinh nhtf sau:
Bang 5. Ket qua kiem djnh cdc gia thuyet ngtiien cCfu
Gia thuyet nghien cClu HI
H2 H3 H4 H5 H6
(+) (+) (+) (+) (+)
(*)
Sii tin cay cua doanh nghiep cang cao se cang lam tang mu'c do cam nhan cua khach hang ve chat Udng dich vu.
Miic dd dap ilng eua doanh nghiep cang cao cang lam tang mufc do cam nhan cua khach hang ve chat lUdng djch vu.
Nang ldc phuc vu cang cao cang lam tang mite dd cam nhan cua khach hang ve chat lddng djch vu.
Su dong cam cua nhan vien cang cao cang lam tang mdc dd cam nhan cua khach hang ve chat lddng djch vu.
PhUdng lien vat chat hQu hinh cang tdt cang lam tang miic do cam nhan cua khach hang ve chat lugng djch vu Trach nhiem xa hgi ciia doanh nghiep cang td't cang lam tang miic do cam nhan cija khach hang ve chal lUOng dich vu.
Gia tri t 7.300 2.780 12.974 9.230 10.804
3.987 Gia tr[ bj
0.152 0 050 0.250 0.167 0 204 0 067
Ketlu$nv€gia thuygt nghien cOu
Chap nhan Chap nhan Ch§'p nhan Chap nhan Chap nhan
Chap nhan Nguon: Tdc gid long hap td ket qud chay SPSS-Phu luc E 1.2.5. Kiem dinh sU khde biet theo ddc tinh
khdch hdng
a. Kiem dinh stf khac biet theo thdi gian do xdng
Kiem dinh bdng t-lest sff dung ke't qua phffdng sai bang nhau vdi Sig Levene's Test bang 0.654
>0.05. Ta sff dung ke't qua sig kilm dinh t hang Equal variances assumed. Sig kiem dinh t bang 0.001 < 0.05, nhff vay cd sff khde biet mffc dd cam nhan ve chd't Itfdng dich vu giffa cdc khdcb bang dd xang vao gid tha'p diem va eao diem. Cu the la khdch dd xdng gid tbd'p diem cam nban tdt bdn so vdi khdch hang do xang gid cao diem.
b. Kiem dinh stf khae bidt theo mtfc do khdcb hang gan bo vdi effa hang
Ke't qud Sig kiem dinb F bang 0.005 < 0.05, nhtf vay CO khde biet trong mtfc do cam nhdn ve cha't Itfdng dich vu giffa cae nhdm khdch hang cd mffc do gdn bd vdl effa bang khae nbau. Bang thdng ke trung binb va bidu dd eho thd'y, nbdm khach bang CO thdi gian gan bd vdi effa hang cdng lau thi mtfc do cam nhdn cang to't hdn.
e. Kiem dinh stf khac bidt tbeo mffc do nhdn bie't ve thtfdng hidu eua cffa hang
Dung ke't qua kiem dinh Levene test vdi Sig Levene's Test bang 0.166>0.05. Ta sff dung ke't qua sig kiem dinb F d bang ANOVA.
Kd't qua Sig kiem dinh F bang 0.008 < 0.05, nhif vay ed khac biet ve mtfc do cam nhdn ve chat Itfdng dich vu giffa eac nbdm khach hang cd mffc do nhdn bie't thtfdng hieu khae nbau. Bang thdng ke trung binb cho tha'y, mtfc do nhan bie't thtfdng hidu cdng nhilu thi mtfc do cam nhan ve chd't Itfdng dicb vu cua khaeb bang cang cao.
1.2.6. Kiem dinh sU khac biet theo yeu to moi trUdng
a. Kie'm dinh stf khac biet theo van boa kinh doanb cua nganh xang dau
Kiem dinh bang l-test sff dung ke't qua phffdng sai bang nhau vdi Sig Levene's Test bang 0.005 <
0.05. Ta sff dung ke't qud sig kiem dinh t hang Equal variances NOT assumed. Sig kiem dinh t bdng 0.002 < 0.05, nhff vay co sff khde biet mffc do cam nhan ve cha't Iffdng dich vu giffa cdc nhom khdch hang danh gid vl van hda kinh doanb khde nhau.
Ke't qua kiem dinh eho tha'y khach hang ddnh gid vdn hoa kinh doanh htfdng tdi khach bang co mtfc do cam nhdn eao hdn ve cha't Itfdng dich vu hdn.
164 S d 4 - T h a n g 3/2019
KINH DDANH
b. Kiem dinh stf khae biet theo thdng tin tham khao ve cffa hang
Sff dung phffdng phdp kiem dinh trung binh ciia hai mau dgc ldp (Independent samples Ttest) dtfdc sff dung de kilm dinh gia thuyd't ve tri trung binb cua bai tdng tbd vl vide ed bay khdng ed stf khde biet vl cha't Itfdng dich vu dtfdc cam nhan gitfa bai nhom khach hang nghe dtfdc nhffng thong tin tieh effc va tieu ctfe v l cffa hang.
2. Gidi phdp ndng cao chdi lUcfng dich vu bdn lis tai cdc cda hdng xdng ddu
2.1. Nhdm gidi phdp ndng cao Ndng luc phuc vu vd Su dong cdm cua nhdn vien
Nhan vien ban hang la ngffdi thay mat doanh nghiep quan hd vdi khdcb hang vd thu thdp cac thdng tin can thie't ve khach hang cho doanh nghiep va ngffdc lai nhan vien bdn hang cung se la ngffdi mang thdng diep ttf doanb nghiep mud'n truyin tai de'n cho khach hang.
Trudc tien, HOTRACO can hoan thidn cdng tdc tuyen dung Iffc Iffdng ban bang tai cac effa hang xang dIu.
Thit hai, dao tao Itfe Itfdng ban hang tai ede cffa hang mot cae chuydn nghiep, hieu qud, thffc hien quy trinh bdn bdng mdt cdch nhanh, gon nhutig vdn dam bao sff an toan va chinh xac ebo khdcb hang.
Thii ba, Idm mdi cdng tdc tff tffdng eho nhdn vien. Ddi ngu nban vien cua HOTRACO van mang nang tff tffdng, phong each mang dam net thdi bao cap, thai dd va phong cdeh phuc vu ebffa htfdng tdi stf thoai mai ebo khach hang.
Thit tu, HOTRACO c^n xdy dtfng ehinh sdeb phan phdi, dai ngd cho nban vien thdt tbu hut. Chinh sdch dai ngo ludn ddng vai trd quan trgng trong vide tao dgng Itfc lam vide cho ngtfdi lao ddng.
2.2. Nhdm gidi phdp ndng cao PhUctng tien hUu hinh
Cha't Itfdng cuge sd'ng ngay mot ndng eao thi khdch hang ydu e^u ngdy cdng cao v l eude sdng tien nghi va hien dai.
Thd nhdt, HOTRACO can dau Etf thdm v l trang thie't bi, may mdc tai cffa hang theo htfdng hien dai, cbinh xdc.
Thit hai, ede effa hang cua HOTRACO cd dien tich va quy md nho, my quan va kie'n true khdng ddng bg.
Thii ba, HOTRACO tdng ctfdng nhdn dang thtfdng hieu thdng qua vide kidn toan lai eac thid't ke' he thdng nban dang thtfdng hieu HOCMON PETRO
da dtfdc chud'n boa bao gdm: bdng ten cffa hang, logo, trang tri effa hang, ddng phuc nhdn vidn,...
Thii tu, vdi cdch mang cdng nghe 4.0 ra ddi, mang Iffdi van vat kd't ndi Internet (Internet of Things - IOT) dang bat dau thay doi todn bd vidn canh eua dich vu kho bdi vd phan phd'i bang hda trdn toan the' gidi. Chudi cung tfng se la ITnh vtfe
"dtfdc" anh htfdng tie'p tbeo.
2.3. Nhdm gidi phdp ndng cao Su tin cay Thd nhdt, HOTRACO con phai tdn trgng cae cam kd't vdi khdch hang va hoat dgng vi muc tieu htfdng tdi khach bang; giai quyet thda ddng nhu edu cua khach hdng, phai xem nhu can eua khach hang la lin bidu de HOTRACO khdng ngtfng cai thien chd't Itfdng dich vu.
Thit hai, nhdm gia tang stf minh bach trong kinh doanh xang dau, HOTRACO nen nghien ctfu md hinh "Ttf ddng hda bdn le xdng dau". Vdi hinh thtfc do xdng ttf ddng ndy, ngtfdi mua ttf dd xang va ttf thanh toan bang the ATM.
Thit ba, nham ndng cao stf dn cay trong kinh doanh, HOTRACO can dp dung He thdng quan ly cha't Itfdng chuyen nganh dau kbi theo deu chuan ISO/TS 29001:2010. Dd la ndi dung dtfdc quy dinh tai Thdng ttf sd 15/2015/TT-BKHCN ngay 25/8/2015 cua Bo Khoa hoc va Cdng nghe ban hdnh quy dinh ve do Itfdng, cha't Itfdng trong kinh doanh xdng dau.
2.4. Nhdm gidi phdp ndng cao Trdch nhiem xd hoi
Nhilu ngtfdi vin quan nidm trdch nhiem xa hdi chu ye'u tbtfe hien nhdm tao dtfng thien cdm, giiip xay dtfng binb anb doanh nghidp. Tuy nhien, ne'u hieu va lam trdch nhiem xd hdi dung nghia tbi doanh nghiep cd the tao ra chudi gia tfi tdc ddng tich ctfe cho minh vd egng ddng.
Thd nhdt, tang ctfdng truyen thdng, quang ba ede boat ddng trach nhiem xa hdi eua doanh nghidp de'n khach hang nham nang cao li Id nban biet ede hoat dgng eua doanh nghidp, de cung cd thdm long dn ciia khdch hang, nang cao danh tie'ng va uy tin doanh nghiep.
Thit hai, vide dam bao an loan chay nd trong kinh doanh xang dau la mat hang dem an ra't nhieu rui ro ve an todn chay nd va an toan mdi trtfdng. Vi vdy neu quan ly khdng tdt nd eo de gay ra stf cd va thdm cbi cd the la thdm hga lam thidt hai vl eon ngtfdi, tai san va mdi trffdng sdng eua chung ta.
Sd4-Tl^ong 3/2019 165
2.5. Nhom gidi phdp ndng cao Khd ndng ddp phffdng thffc ddn tie'n Men dai ma cdc ntfde phdt ling trien dang dp dung nhff:
Thd nhdt, trien khai md hinh bdn le hidn dai - Md rdng pbtfdng thtfc thanh todn linb hoat
"Chudi dich vu tidn ich tren he thd'ng cffa hang bdn nbtf thanh toan qua the, thanh loan qua cae app, le xang d^u". Hien tai, eac effa hang ban le cua qua ma QR Code, qua nhan didn khudn mat HOTRACO chi ban le xang dau ma chffa htfdng khdch hang, nhan dien phtfdng den, nhan dien tdi cung cap cae tidn ich khac tin hidu,..,
Thd hai, md rgng hinh thtfc ban hang theo - Md rgng binb thtfc phuc vu •
TAI LIEU THAM KHAO:
1. Bdo Ciio Tong kel tinh hinh hogi dong kinh doanh cua Cdng t}'Cd phdn Thuang mai Hoc Mdn ndm 2015, 2016. 2017.
2 Bdo cdo Tdi chinh Cdng ty Co phan Thuang mgi Hoc Mdn ndm 2015, 2016, 2017.
3. Chie'n luae Tong the Cong ty Co phdn Thuong mgi Hoc Mdn, giai doan 2014-2020 vd lam nhin den ndm 2030.
Ngay nh$n bai: 5/2/2019
Ngay phan bien danh gia va su!a chffa: 15/2/2019 Ngay chap nhSn dang bai: 25/2/2019 Thdng tin tdc gid:
1. TS. CANH CHI HOANG Trtfdng Dai hpc Tai chinh - Marketing 2. TRAN NGOC TAN
Cao hgc Quan tri kinh doanh, Trtfdng DEII hgc Tai chinh - Marketing
ANALYZING FACTORS WHICH AFFECT THE QUALITY OF RETAIL SERVICES OF HOC MON
TRADING JOINT STOCK COMPANY
• Ph.D CANH CHI HOANG University of Finance - Marketing
• TRAN NGOC TAN University of Finance - Marketing ABSTRACT:
To test the reliability of scales, this study uses the Cronbach's alpha coefficient and the factor analysis method. The results show that there are six factors like the original proposal model. In this study, the differences in customer eharacteristies and environmental factors were tested. The results indicate that there are differences in the perceived level of service quality among different groups of customers with different eharacterisites (filling time, the loyalty to a store, the level of brand awareness) and different environmental factors (business culture and refence informadon about the store). In addition, the study also proposes a number of feasible recommendations for enterprises which are specialized in trading petroleum products.
Keywords: Quality of services, retail, petroleum products.
166 So 4 - T h a n g 3/2019
