'

BO GIAO Dl)C vA DAO T~O
~

TRUONG D~I HOC KINH TE TP. HCM.

NGUYEN THANH NHAN

cAc YEU To TAc DONG vAo sl)' THOA MAN

evA KHACH HANG vA NHUNG HAM v cuA N6
DOl VOl HOA. T DONG
KINH DOANH
.
SIEU THI. TAl
. THANH PHO HO CHI MINH
?

Chuyen nganh : QUAN TRl KINH DOANH
Mils{{: 5. 02. 05

A.

LU~N

""'

1'\."'

-

Chuang 1: TONG QUAN .......................................................................................... 1
1.1. Gioi

thi~u

......................................................................................................... 1

1.2. Mqc tieu nghien cuu ......................................................................................... 2
1.3. Ph
5 .3. Nhfrng ham

y d6i vdi ho~t d()ng kinh doanh sieu th! t~i TP.HCM ................. 52

5.3.1. Nghien cll'u va ki€'m soat S~( thoa man cua khach hang thong qua
cac ye'u t6 tac d()ng vao n6 la vi~c cfin tht!c hi~n thuong xuyen .......... 52
5. 3.2. Phan tich mll'c d() quan trqng cua tung ye'u t6 tac d()ng vao St!
tho a man khach hang c6 y nghia quan trqng trong vi~c ho~ch

d!nh cac chie'n lttqc kinh doanh cho sieu th! .......................................... 53

5. 3.3. Khai thac ye'u t6 khac bi~t giii'a cac nh6m khach hang .......................... 54
5 .4. H~n che' cua nghien cll'u va httdng nghien cll'u tie'p theo ............................... 55
Tai li~u tham khao ........................................................................... ,...................... 56
Phq h,tc 1: Dan bai thao
Ph~1

lu~n

nh6m :....................................................................... 57

l"l;lC 2: Bang cau hoi nghien c(tu c1inh lttqng ..................................................... 59

Phq l1;1c 3: Banh gia de:) tin

c~y

eli a cac thang do .................................................... 63

PhtJ lt;~c 4: Phan tich nhan t6 cac thang do .............................................................. 71

................................ 25
Bang 3-8: Thang do mtte d() cam nh~n v€ S\f an toan ............................................... 26
Bang 3-9: Thang do mile d() cam nh~n v€ s~r hffp d~n eua ehttong trlnh khuye'n
mai ......................................................................................................... 27
Bang 4-1: Ng.h€ nghi~p ct'ia m~u nghien eilu ............................................................ 29
Bang 4-2: H~ s6 tin c~y alpha ct'ia cae thang do ............................. :......................... 31
Bang 4-3: Chi s6 KMO eua cae thang do .................................................................. 32
Bang 4-4: Ke't qua ph an tich nhan t6 thang do CLU lftn 1......................................... 32
Bang 4-5: Ke't qua phan tieh nhan t6 thang do CLU lftn 2 ......................................... 33
Bang 4-6: Ke't qua phan tieh nhan t6 thang do CLU lftn 3 ......................................... 33
Bang 4-7: Thang do m(te d() cam nh~n eha't lttQng hang h6a sau khi di€u ehinh ........ 34
Bang 4-8: Ke't. qua ph an tieh nhan t6 thang do CLO ................................................. 34
Bang 4-9: Ke't qua phan tieh nhan t6 thang doG ...................................................... 35
Bang 4-10: Ke't qua ph an tich nhan t6 thang do TD .................................................. 36
Bang 4-11: Ke't qua phan tieh nhan t6 thang do MT ................................................. 36
Bang 4-12: Ke't qua phan tieh nhan to' thang do AT .................................................. 37
Bang 4-13: Ke't qua phan tieh nhan t6 thang do KM ................................................. 38
.,
4 - 14 : K""t
., moAh'mh 1'y th
e ·qua p hAan t'·1ch h;:.
01 qm. eua
· uye""t· .................................... ')9
_.,
B ang
?

Bang 4-15: MLte d() quan trqng et'ia cae ye'u t6 tae d()ng vao S\1' th6a man ................. 42
Bang 4-16: Mile dQ cam nh~n etia khaeh hang d6i vdi eae ye'u t6 tae d()ng vao
s~r th6a man .............................................................. ~ ........................... 44

cua mau
ng h'A
ten ct'J'u
H'mh 4 - 1: vQ
?

Hlnh 4-2: Thu nh~p ctia mfiu nghien c(tu ............................................................... 30
3 S"'l~
.:. .................................................... -30
o an d'1 steu th'! cua mau ngh'A
ten ct,u
H'mh4 --:
'A

?

:;;:

Hlnh 4-4: Ke't qua ki~m d!nh mo hlnh

ly thuye't.. .................................................. .41


VI

,

~

TOM TAT