TRƢỜNG ĐẠI HỌC CẦN THƠ
KHOA KINH TẾ VÀ QUẢN TRỊ KINH DOANH
_______________________
LÊ HOÀNG TUẤN ĐÁNH GIÁ SỰ HÀI LÕNG CỦA KHÁCH
HÀNG ĐỐI VỚICHẤT LƢỢNG DỊCH VỤ
SIÊU THỊ TẠI CẦN THƠ
LUẬN VĂN TỐT NGHIỆP ĐẠI HỌC
Ngành Quản Trị Kinh Doanh Tổng Hợp
Mã số ngành: 52340101

12/2013

TRƢỜNG ĐẠI HỌC CẦN THƠ
KHOA KINH TẾ VÀ QUẢN TRỊ KINH DOANH


  
 và gia ình luôn luôn    
 

cho  
 
 


h 
 

Ngàytháng 



LỜI CAM ĐOAN
              

 2
 2
 2
 2
1.3.1 Không gian 2
 2
 3
 3
 3
1.6  3
 
13
 13
 13
 13
2.1.3  15
2.1.4  17
2.1.5  23
 27
2.2.1  27
2.2.1.1 Phương pháp thu thập số liệu thứ cấp 27

2.2.1.2 Phương pháp thu thập số liệu sơ cấp 27
2.2.2  28
2.2.3  28
2.2.4  30
2.2.5  35
  37
 37
3 37

5 C lòng
trung thành 32
 3.1T-2012 46
 47
 49
 52
 52
 54
 55
 55
 56
 57
 59
 60
 60

ii
DANH MỤC HÌNH
Trang
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Hình 2 14
Hình 2.2  19
Hình:2.3 C 24
Hình 2.4: M   
khách hàng 26
 35
 36
 49
H 50
Hình 4.3:  51

TMDV 
KDC 
1
CHƢƠNG 1
MỞ ĐẦU
1.1 LÝ DO CHỌN ĐỀ TÀI
               
  
          
        


N 
   
12%),
. 
). (
Vân Anh, 2013).



 

 
C 



1.2.2 Mục tiêu cụ thể
- u 1: Nhâ các  


-  
 

-  và 

1.3 PHẠM VI NGHIÊN CỨU
1.3.1 Không gian
-   
 
Coopmart, Maximark, Vinatex, Metro, Big C.
1.3.2 Thời gian
- 
12-2013.

3
1.3.3 Đối tƣợng nghiên cứu
  

1.4 CÂU HỎI NGHIÊN CỨU

- 

- Khách không?
-  

1.5 GIẢ THUYẾT NGHIÊN CỨU




 






qua           
           

           


,và lòng trung thành 
-  
    chủng loại hàng hóa, khả năng phục vụ
nhân viên, trưng bày hàng hóa, mặt bằng siêu thị, và mức độ an toàn trong
siêu thị





Phạm Lê Hồng Nhung và ctv, 2012

  
,-245.

       

hàng cá nhân           


n = 126.




6
 

               


 


an 


     
hàng.
Tác  Binta Abubakar và ctv, (2004) Customer
satisfaction with supermarket retail shopping. N  



-     

- 
 


Dirk Dusharme, 2007 ,“Retailer Customer
Satisfaction Survey, Quality Digest 5/2007. M      


- 

        

 



- 

               






Theo Nguyen Dang Duy Nhat, Le Nguyen Hau,2007 
 Determinants Of Retail Service Quality - A Study Of Supermarkets In
Vietnam, Maastricht School of Management Vietnam Program,University

8

- 

  
 


9

              
t

 
 



quy.
- 
  




các khách hàng có các


Các nhân tố ảnh hƣởng đến quyết định về quê làm việc
của sinh viên kinh tế, trƣờng Đại học Cần Thơ     
   , trang 30-36         







 



 
      

  
 





 



11
Mario J. Miranda, László Kónya, Inka Havrila (2005)   
  "Shoppers' Satisfaction levels are not the only key to store
loyalty",Marketing Intelligence& Planning, Vol. 23 Iss: 2, pp: 220  232.


c    ách



12
 
              


 13
CHƢƠNG 2
PHƢƠNG PHÁP LUẬN VÀ PHƢƠNG PHÁP NGHIÊN CỨU
2.1 PHƢƠNG PHÁP LUẬN
2.1.1 Định nghĩa siêu thị

              
              
 

               
a khách hàng.


b
  .
2.1.2 Các loại hình siêu thị
     

hình 2.1 


ách phân

doanh :
* Tiêu chuẩn siêu thị


2.1i



Da


I
> 5.000 m
2

> 20.000 tên hàng
II
> 2.000 m
2

> 10.000 tên hàng
III
> 500 m
2

> 4.000 tên hàng


Hàng


NGƢỜI BÁN LẺ

Siêu


Siêu


hàng
bách
hóa

hàng

giá


hàng
bách
hóa
thông


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tâm







- Áp dụng phương thức tự phục vụ (self-service hay libre-service)






              



16


bóng trong quá trình mua hàng.
- Phương thức thanh toán thuận tiện

         
    
   

- Sáng tạo nghệthuật trưng bày hàng hóa


        
