ĐẠI HỌC QUỐC GIA TP.HỒ CHÍ MINH
TRƯỜNG ĐẠI HỌC KINH TẾ - LUẬT
KHOA QUẢN TRỊ KINH DOANH
***
Phân tích và dự báo
hoạt động kinh doanh của
các cửa hàng dịch vụ áo cưới
GVHD: TS. Phan Đức Dũng
Nhóm 6 - Lớp K09407A
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TP. Hồ Chí Minh
Tháng 11 - 2012
CHƯƠNG 1: TỔNG QUAN
1.1. Lý do chọn đề tài
?-@A9$BC39DECFGH8I$<0<"JKL$+M
+J"9K-KBNCOP-8L$2QFAE-JRRS
-"TU*J?$H2-?$Q-"VWQITBR?$9XT-*BC39DE
R$N-YO9D-1P+@--Z" Q8Q-T<PL$-K:
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9=<dRDQ-"T-F`JFeF-+:-$1P9XF[
-Y-$1-+JOJRT19D9f-9+J;12BTF!Q-]+
1.4. Phương pháp nghiên cứu
qiUVH2-XQQ-9=Q-TQ.-7-RQ-9=Q-TQ.-C9X
o r-9=Q-TQ.-7-9XFiUV<"-hF=OJPHP+<$C:
Cf-12R-$"9XA*1UGP?N-a--$"F$"-"
Q-,-XQRDjP+L$Ti$-T"9D<.$OQ(64
o r-9=Q-TQ.-C9X9XFiUV<"-h-7--hBV-PC
O!-n.-C9X?H2I!--WQ9XB-N+-hFiUV
Q-g++qrqq5P2--HP+.--8FW16<"O$-sFtCQ-$
L$T-$"R2--9$<$+c-@--I1
1.5. Ý nghĩa của đề tài
2I!-hF\>Q-N+-hu+<-=-Y12
-WFG!--9[2-":JH-U"$-L$Ti$-T"9D<
.$OQ(64$NBNT-@V-P-=B-7-AT-=R-":J
L$Ti$-<"Cm-RG1
-c-Y-2BH2I!-hF\C-Y-cI$<0
PN-P9$<$T!Q-TQBH2 -p++V7-*$"H2I!
-":JH-U"$-RA*1UG-@-!-Ti$-vQ-=<"+u
H-T--PN-PhRY-=< <9K
CHƯƠNG 2: CƠ SỞ LÝ THUYẾT
2.1. Các khái niệm cơ bản
2.1.1. Dịch vụ
.-RVC-Y-":JB--RwUZZUFxBIT<@-wQ<"ZFFZFxR
FG-P-8wQZ<y"<+$ZxwzCF"B{Z-$+CB Z<R#<Z+CZ<B5x-
N2U.-RVB$N-PQ-*7-U9DN-@L$|F
Thứ nhất là IntangibilityBhCFGRc-@- [C\BU.-RVH-c:"
<$R;QF!Q-]+RW-;+NCF!Q-]+Rc-@-BV-PC--
RBIT<@-Bl
Thứ hai là InseparabilityBhCFGH-cT-<KY$IT<@-F!
A;R-V-9Y$9KQ-VRVRH-T--q!Q-]+L$
U-RV-aA;-8H-N-gL$H-T--RN9X-V$1
2.2.1. Sản phẩm
q!Q-]+N-C+JH-T8+O$"IT+-YFGRW
-"j-YWQ-XQ-":J"NF\Z+C:-YT<.-"H-T-
-6T+hF!Q-]+;---9F$
o q!Q-]+C-"jF!Q-]+-O$"+F!Q-]+--N$-8
-Y-"jU.-RV=O!
o q!Q-]++"+O$"++JF!Q-]+-BH•+-Z"-Y
H8+$OT-PgN
o q!Q-]+`C*1CH-RGC+-"F!Q-]+H-TO8RDF!
Q-]+H-TBT-;QH-T-$
o q!Q-]++`O$"+;!-Yj<9=O!O}FR
-YCX7-+$N-P9X9K+$FiUV
/-YJU<RF!Q-]+>RDU.-RVq"
U.-RVC+JWQ-XQT-":JO$"+T-*H-c-8-YB
:"<$-YT<.R+$C:CX7-}-P"N<"U.-RV9K$
-9KQ-*<$-Z"-$+hCU.-RVCw=O!xRTU.-RVO$"
I$-.-RVCCU.-RV=O!BU.-RV-L12+U"$--8Q
;Q-" <9K/N-n$+E+JC":-g-;.-R@N+$
C:+JC":T<.CX7-V-P.-RVO$"I$-C-YU.-RVQ-VB
-hF-BN:"<$-YT<.Q-V-+-"H-T--B>QH-T--
NFG!+-W-=RU.-RVC.-RVO$"I$--2+H-"!
•-Q-7F"*1D•!--9[TJDH-T--6
-U.-RVO$"I$--+CX7--"H-T--R>Q-0Q-*
O8<U.-RVc1;QRDTU.-RVL$-L:-<$-w)9
`/-+x
q!Q-]+L$Ti$-T"9DO$"+U.-RVCR
U.-RVO$"I$-.-RVCO$"+-"-T"9DBAZ-"$B-"$
9DB<$P+B-VQ-@-BI$1Q-+Blx.-RVO$"I$-N-P9X
:"<$?FG-h->B9[<"IT<@--0+$F!Q-]+H-H-T-
-!+-W9X-;C9XTF!Q-]+U.-RV-8-Y:i$-
o <"H8-G-8:-<$-U.-RVT!Q-!*-Z"T<.
<9K P-8-G2CT:-<$-#T:-<$-9XD-:?
-Q-7O@-I*DTL$U.-RVN-;C9X$"-;
o #T<.U,L$U.-RVCT<.7--G9KU,-W9X
<"IT<@-U,U.-RV/N9XI12.-O[FC9XR-;
C9XU.-RV($-aU.-RV1Q-V-JR"-12L$O$
--Q-g<G2QC-;QB-*R;QRH-T--P
HP+F"T9XT<.U,gAT.-V-PT12C+`h
-"R8.-T
DjP+|FL$F!Q-]+<"U.-RVBT!-Z"NN
+JFjP+-9-+hTH-T-$BN+h-2H-;B+hJ
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1N-P-;1<RDTi$-T"9DB*1C=N-
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:-+hTH-T-$BN+h-2H-;B+hJC--":RTB
FGH-TO8RTBlF\C-;QU‚H-T--
2.2.3. Phân phối
q"RDTF!Q-]+-Y-@-BQ-*Q-TF!Q-]+<"U.-RV
N-H-TO8BN-PHP<$+JF-@--h-9KjQ-9F$
-h-;CQ-*Q-<G2QY$-;QU.-RVRH-T-
-)":-@-1-9KjQRDTU.-RVT"UVBU.-RV9R;B
U.-RV12Bl
-h-$C:CfB*1C+J<$-":J-$1+j-"+J
c1U.-RVw-9+cDO;JF!x-"jC+JH-T--NR$
<k:"CWQ-XQY$-;QU.-RVRH-T--
-hO$C+cDB*1C<$NR$<kCH2H-T--
R-;Q<"IT<@--9=C9XB-9K9X-O[}-h
-2+H-Q-! <L<"R-7--$1<T--8+RH-cQ-!C
CkF$H-FiUVU.-RVL$H-T--P-P9XR;1B
->$N-PA~2O$--Q-g-7-L$=F[RW-;
-h-;CH8+c<9KAI$--9-8JBT-FTB
2B*+-:B+FuB+,-9=Bl6T121!--9[2'
TI$L$"9K?N$--9[2*+C7L$-0<"IT<@-
<!-8+U.-RV
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T+I$-8H-c$Y$->BlC8N:"H8-WCX-"
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=-$-"TB<$Q-V-*RBQ-V„<$…ZO„O!-8wB
.$-axB-aU‚wCR"BC-"TxBI1uwH-c->-x6T12
1Nf-m$I$<0<"R8:";9XO$gR<1!f
8+RU.-RV
2.2.6. Con người
†2"9K<"U.-RVO$"+-*RBH-T--R
+9=TY$-*RRH-T--<"+c<9KU.-RV
-*RBRDj7-|FL$U.-RV+-*ROJQ-!
9X1P-0Q-,-XQR-;C18R-TJBTQ-"<"IT<@-
9=TRD-8Q-9H-T--B<$U-PO2RU.-RV
+@-$;Q
H-T--BO!-*H-T--BH-<!-8++JU.-RV
-""+D-"j+D+JQ-gU"NFG-$1}F"RD<9DNB-0
Q-!NFG-PO2-;.-RU.-RVR9X":"<9DH-<!
-8+U.-RV
49=TY$T-*RBY$TH-T--RY$-*
RRDH-T--<;I$<0R@NF\N!--9[2--R
L$-0<"U.-RV?N!--9[2H2I!L$U.-RV6V-PCFG
-W-hBFGH@R0BFG-CkL$H-T--RU.-RV;1
Thứ tư là sự đồng cảm, thấu hiểu (empathy,)hCFGI$*+BCu
-ZB2Q-W-Y-gL$H-T--B-W+-7NC-Y-g
<;T-*
Thứ năm là yếu tố hữu hình (tangibility),*1C12NQQ-g>Q
H-T---@-U<~-=RU.-RV-9Q-VL$-*RB
T8-RW-;BT-<$<7i$-B;Q-]+I!T"Bl
DTi$-T"9DB=H-c-aU?C:[R8-"-T"
9D+k!TU.-RVH-T-9<$P+B-"-AZ-"$BI$1Q-+B
-VQ!-Bl-@R8<$KTNU.-RV<[--+J;12
-9+JT-P:"FG-W8-;-"H-T--<"IT<@--]
O.-"C39DL$+@-6A;Q-T?NB-Y12-9FGW1B
7-!+O!"<[H-c-P-2R@NC!H2H-T-
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-9A-9D-K<$Cc-$1-@-}U:-@R8H.Q-Ku+
OuB$+-PH-T--P?N>Q‰-0-0+$-YF!Q-]+Q-,
-XQR9f-;C<;g-212-Y-@-RW1B-7-
-YF!Q-]+<9O1BT-O<7H-c$B<$-2O.B;Q-]+
I!T"BlH-cH~+g-2PH-T--N-P2QA>RD
U.-RV+JT--*-W-;R9$<$-YCG$-0-XQCf-;
2.3.2. Hành vi của khách hàng trong môi trường dịch vụ
2.3.2.1. Hành vi cá nhân
-Z"T-*+Cf-0BQ-!hL$"9K<"+J+c
<9K"NN-$U:-7-C--R~<T-R--R-9DR
/2-9--R~<T-C--R-27-GU"H-c-h->:+J
+c<9K"N-@--R-9DRC-Y--R-hnQ-!h
7-GRD+c<9K;1-9C9C:BI$*+BH-T+Q-TB?+J-
hR--R9KU,<"+c<9KOTCdB-Y--
hE@+<$<pT--R-9DRwO$"+!+TW-9[H-
+$Fu+BI$1C:BFG-->R-*-8RD-Y9KH-TBR8-
B-K$P@+H2+RH-T+Q-Ti$-8x-@O.!--9[O[FG
O!-n.-C9X?H2I!--WQ9XB-N+-hFiUV
Q-g++qrqq5P2--HP+.--8FW16<"O$-sFtCQ-$
L$T-$"R2--9$<$+c-@--I1
3.1.2. Nguồn dữ liệu
o /-h;QUYC8-h;QRTi$-T"9D9X--WQ?OT"B
:Q-7BZ<ZBl$NB-N+-hO29X-Y-c
-RTi$-T"9D-9.$P+BF!Q-]+B-9=<@--
Bl
o /F=;QUYC8F=;Q9X--WQ-cI$O9DQ-nR;<G
2Q+JF-*RNH--8+<"i$-T"9DOpO!-n
.-7-PN-P-a--$"Q-,-XQRQ-nR;TH-T--
2RDTi$-T"9DOpO!-n.-C9XPC+12g
R"-"IT<@-Q-*7-.-C9XOpQ-g++qrqq5BV-PC
HP+.--8FW16<"O$-sFtCQ-$R2--Q-*7--I1
3.1.3. Quy trình nghiên cứu
^T.-R;-h
2=F[Cf-12
^*1UG-$"RCWQO!-n.-7-
2CWRA;!Q-TQ
r-*7-H2I!-h
--WQUYC8UG$R"O!-n.-C9X
-a--$"RCWQO!-n.-C9X
--WQUYC8UG$R"O!-n.-7-
qiUVQ-g++qrqq5PQ-*7-.-C9X
3.2. Đề xuất mô hình nghiên cứu
3.3. Điều chỉnh thang đo
/-N+-hE-G-8-h.-7-BV-PCQ-n
R;<G2Q-*RNH--8+C+R8C*`+:Ti$-T"
9DP!+O!"f-m$L$O2I$FT?NB2---a--$
qr
t-w xN-P@+-;1-F!Q-]+BU.-RVg-2
w-"-T"9DBAZ-"$B-"$9DB<$P+B-VQ-@-B
I$1Q-+lxP-]O.-"C39DL$+@-
qr
D+MF!Q-]+U.-RVw-"-T"9DBAZ-"$B-"$9DB
<$P+B-VQ-@-BI$1Q-+BlxB$-w x9X-$+
H-!"RN-FGCG$-0<9DH-I12.--0+$
qr
6TF!Q-]+U.-RV-9T"9DB<$P+B-VQ-@-Bl
-8:B-XQ-K<$:"-"$-w x-h-><"IT
<@--0+$F!Q-]+
qr
8TF!Q-]+BU.-RV[*19X<9O1-;QU‚R
O!"I!C+$-w x9[RI12.--0+$
L$+@-
qr'
6i$-$+H2!+O!"-;C9XF!Q-]+BU.-RV<9D
H-$-w xNI12.--0+$
3.3.2. Thang đo Giá cả
6-2C9XR-7-FT-TC!+J-8-Wr<ZC12_rb
U1-;<"rF+->$N-P-C:T<.-"+@-?-YT<.
E:"<$-"H-T--"g+I$<0L$r<ZC-9RW1BTAh
TT9Xg9-K$R9XI$*+$"4jU,Ti$-
T"9DNQ-*H-> <9K"N-"-7-+@-B-@R"=F[
RW-;L$+Ji$-N-PAT.-9XNU--"9KN-
-WQ-9-2"-9RD+J+hT$U:-=-@i$-N-P-
->9X-++JFH-T--+[<JROT9X-F!Q-]+
-9U.-RV-=
-c-Y-2BH-T--kNA-9DF"FT-TL$T
-$-BN-}PAZF\-->H-T--Di$-4j<J<E
-"T+TB-2H2vQ*1;9X+:-B*1FG->fRDH-T-
-6i$-2p+[=-Z"->BH-c*1->fR-->H-T-
-NF\C+JO;CX-"R8H-U"$-@RW1B.$P+i$-
!--9[FGQ-T<PH-U"$--"i$-
6JF-J-WQB"9K1<[OW<J-=BR@RW1
R8+$Fu+B<$"}I$TH-8i1g-28CC:
I$T-2O.8i-$--NB-8I!-@*1C+J<"
-Y12-->Q-gCDH-T--$TH-8i2H-T-
-9X+$-+TF!Q-]+U.-RV9fB:"FG8CX-"
H-T--BH-cC+-+-K$:"FG17B-;C9XU.-
RV[i$--T--F\T-T$"RT-C+R8B-;C9X
U.-RVL$i$-"$--F\`CTHP
6Ti$-Q-*Q-[T=BZ+C:FG-W8BTQh-
g-"H-T--<"JF-J-WQBQ-T<PB"9Kk-n
-g1$"BR@-2-0-$1-0-"+@--Y-h-W8B
-$--N-;-T---9K-0-Y=g-Bg=-0
F-FBR@-2gNT:CfP!I12RTQh-gL$
H-T---9=-8L$i$-1Q-}O2B9X+09K
O22-U"$-L$i$-1+[<JBU"$--1
`
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U9D
Kí hiệu
biến
Câu hỏi
rr t-w xU3U@+2i$-T"9D1
rr
6i$-+[-+--T-PU3UTQh-g
L$H-T---=
Câu hỏi
6
t-w xO22i$-1I$CKD-8L$O:O•B
9K-*
6
t-w xO22i$--cI$I!T"OT"BOT"
+:B:Q-7BT…ZOFZB-9=<@--0<XBl
6
t-w x-;1-h->RDT-9=<@-H-12+EL$
i$--9!+TBjH•+F!Q-]+U.-RVBl
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t-w x9X2QWRD-Y-cg-2RTF!
Q-]+U.-RVw-"-T"9DBAZ-"$B-"$9DB<$P+B
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3.3.5. Thang đo Cơ sở vật chất
6=F[RW-;C12I$<0H-c-P-2P+Ji$-
N-P-->9XFG->f-9:"FG-8!+B;9X<"
CkH-T--jO8RDC":-@-U.-RVT"9D-@=F[RW-;
C:Q-!->fHŠC9‰
/-Y12O"-9O!-8BT-jBT-<$<7L$
i$-F\-->9XH-T-H--0CG$-0B?T--Y12N
H-T-N-P-@-U<$9X+hTR-;C9XF!Q-]++Y$
-+$C:6i$-N:"H8R-8Jw-k$xB*+-$-
w-:xBT-FTB+,-9=Fd+$C:!+TU3 -"H-T-BTH-
RG<9O1BCG$-0Bl9XO<7H-"$-0Fd>QH-T-UPU-=
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biến
Câu hỏi
/
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-8QBlxL$-*RN!--9[2I12.--0
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t-w x9X:"H8PU3U-}CJRDi$-H-
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3.3.8. Thang đo Kết quả kinh doanh
-c-9KBH2I!-":JH-U"$--P-8I$U"$--
D+Ji$-T"9DBQ-gCDH-T--@+2Ti$--c
I$CKD-8L$O:O•B9K-*F$H-2RDi$-BR8
N;9XR9$<$I12.--0+$L$H-T--F\C12
-7-+$C:U"$---"Ti$-T"9D"NB-$"2I!
H-U"$-9XV-PI$TO2I$FTOU9D
Kí hiệu
biến
Câu hỏi
t-w xN;9XF$H-2RDi$-T"9D
t-w xF\-0+$F!Q-]+U.-RV:i$-T"9D
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t-w xF\D-8i$-T"9D1-"O:O•B9K
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