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<b>I </b>

<b>NGHIEN ciiu-TRAO Ddl </b>

<b>lie dich vu khach hang ciia cac cia hang han li </b>

<i><b>Imt dia ban "Xd QiM </b></i>

<b>TS. PHAN TH| THU HOAI </b>
<b>Dai hpc Thuang mai </b>

D

ich vu kbacb bang la mdt
trong nhQng yeu td quan
trpng de tbu but va giO ehan
cac kbacb bang cua cac cda bang ban
le (CHBL). Dich vu kbacb bang cua
CHBL rat quan trpng vl nd la yeu to cd
the tao ra sdc tbu hut vdi kbacb hang,
cd the tao ra sQ trung tbanb d kbacb
hang. Ddng thdi nd cd the trd tbanb
yeu to tao ldi the canh tranh cua cQa
hang vdi cac ddl tbu. Do dd, pbat tnen
cac djcb vu kbacb hang cua CHBL
nham dap Qng td't bdn nbu cau cua
kbacb hang la mdt trong nhung van de
can quan tam, dae biet trong bdi canh
canh tranh ngay cang cao ddl vdi he
thd'ng ban le cua nudc ngoai.

<b>1. Ban chat cua d|ch vu khach </b>
<b>hang cua CHBL </b>

Djch vu khach hang cua CHBL ed

the nbln nban theo nhieu each khac
nhau. Quan mem thd nha't cho rang
dich vu khach hang la ly do tdn tai cua
mdt CHBL. Cac CHBL tdn tai la de
cung Qng dich vu cho kbacb bang
nham tbu dQdc ldi nhuan, nen tat ca
cac Unh vQc chQc nang cua CHBL deu
tap trung bd sung gia tri vao san pham
cung Qng cbo khach hang va de bd
sung dQpc gia tri gia tang thi cac Unh
VQc chdc nang phai cung Qng djcb vu
tdi cac khach hang.

Dich vu khach hang cua mdt CHBL
cdn dQpc coi la cac boat ddng cua cQa
bang trong cung Qng cac tbiet bj, loi
icb va mdi trQdng... cd vai trd nhQ la
sQ gia tang gia tn cua mdi quan be
trao ddi cd ban gida cac san pham
hiang hda dQdc ban ra cua cQa bang

<b>1 0 I THUONB MAI So 24/2009 </b>

va khoan tien phai tra. Cac dicb vu
kbacb hang cua CHBL thudng bao
gdm: chap nhan the tin dung, ddi
hang, gid hoac xe day chQa hang,
trdng tre. trinh dieh hang hda, dich vu
thdng tin, cung cap tin dung, lap rap
san pham, bao gdi san pham phdng

thay dd, trung bay hang hda, cac dicb
vu tai cbinh, cung cap sec, giao bang
theo yeu cau, dda hang hda ra xe cho
kbacb bang, cac nba hang, hang mau,
cac dich vu di kem.

Ngoai ra, djch vu kbacb hang duoc
cbo la nban thQc cua cac khach hang
cua cQa hang ve viec cung Qng cac
trang tbiet bj, boat dpng, ldi icb va mdi
trudng mua sam... cua CHBL nham
tbuc day quan be trao ddl va sQ dien
tien quan he nay hay kinb nghiem cua
ngudi mua ve "toan bd gdi mua sam".
Theo dmh ngbla nay tbi sQ mong dpi
cua kbacb bang se tac ddng den djcb
vu hp nhan dddc td nba ban le va nban
thQc dich vu CLia khach hang phu
thupc vao kinb nghiem mua sam trudc
day d eua hang cua bp, thdng tin ve
cua hang dudi dang hinh anh cda
hang, thdng tin thu dUpc td cac boat
ddng quang cao va xuc tien khac va
thdng tin truyen mieng. Oieu nay cd
ngbla la CHBL phai duy tri chuan mQc
dich vu va hang hda cua cUa bang dn
dmh theo tbdi gian de kbacb bang khdi
that vpng va hinh anh cung nhu cac
boat ddng xuc tien cua cQa bang can
pban anh trung thuc chat luong cua

dich vu va bang hda ma cQa hang
cung Qng.

Oe dat dQOc bieu qua cao trong
boat ddng kinb doanh, cac CHBL can
dac biet quan tam den 4 khia canh
quan trpng trong quan ly dich vu
kbacb bang gdm:

<i>- Doi mdi va nang cao dich vu </i>

<i>khach hang </i>

Hudng ddl mdi dich vu khach hang
cua CHBL theo budng tdi da hoa co
bdi mua sam cua khach hang va dong
tbdi nhay cam, dap Qng tdt ddl vdi su
thay ddi cua nhu cau cua khach hang
va tbi trudng. CQa bang cd the tnd
rdng dich vu cua minb qua: cung cap
thdng tin va tQ van qua internet, giao
bang trQc tiep va cung cap cac dich vu
tai cbinb. Hp cdn cd the nang cao djch
vu qua bd sung cac dicb vu di kem
gdm: trdng tre, phdng thay dd, bao
gdi, va cung cap tin dung. Viec tao
dQng mdt qui trinh ddl mdi va nang
cao dicb vu cung Qng la chia khda de
cQa hang dap Qng sang tao ddl vdi thi
trudng ludn thay doi.

<i>- Tao diem cung dng dich vu </i>

<i>khach hang </i>

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<b>NGHIEN ciiu TRAO Ddl </b>

nham thu hut cac kbacb bang d
khoang each xa. Con loai thQ hai la
tiep can vdi kbacb bang qua tao ra sQ
tien loi cbo khach hang thdng qua dat
d cac VI tri la con ngudi thudng tu tap,
hoac bay qua lai

<i>- Nang cao muc khai thac hop </i>

<i>dong dich vu vdi khach hang </i>

Ngoai ra cac CHBL can gia tang
muc dd kbai thac cac hop dong vdi
khach bang nbSm la xay dung cac co
sd de luu giu kbacb bang va tao ra cac
hang rao ngan ngQa khach hang
chuyen sang sU dung dich vu cua ddl
thu canh tranh. Cac CHBL cd the tao
ra cac hang rao thdng qua tao ra eac
chuong trinh dai ngd kbacb hang trung
thanh, va cd cbinb sach uu tien cac
kbacb hang Idn bay la cac kbacb bang
then chdt. su dung cac hoat ddng

quang cao va xuc tien, lien ke't vdi cac
cua hang canh tranh.

<i>- Khai thac mang tinh chien lUOc </i>

<i>cac thdng tin </i>

Chat lUdng dich vu cua cac CHBL
phu thudc nhieu vao chat iQdng cung
Qng dicb vu va con ngUdi cung Qng
dicb vu, vi vay cac CHBL can tao ra
mdt nen van hda cQa hang ludn lang
nghe y kien khach bang va cd cac be
thdng thu thap y kien cua kbacb bang
theo nhieu kenh khac nhau. Cac cda
hang khai thac cac thdng tin tbu thap
dupc de tao ra va xay dung quan he
gan bd vdi khach hang, tien hanh ca

nhan hda dicb vu ddl vdi kbacb bang,
quan ly chat ludng dicb vu va md rdng
chao hang dich vu.

<b>2. Thuc trang d|ch vu khach hang </b>
<b>cua cac cda hang thuong mai ban le </b>
<b>tren d|a ban thanh pho </b>

Nghien cdu, danh gia tu nam 2006
- 2008 gdm tap hdp khach hang bdn
500 ngudi tieu dung thudc tang Idp

trung luu, la nhung khach hang thudng
mua sam cac san pham lau ben theo
33 dac diem djch vu khach hang cua
cda bang. Danh gia cua bo dudc do
ludng theo tbang diem td 1 de'n 5,
trong dd: 1 la "rat ddng y' va 5 la "rat
khdng ddng y".

Ket qua dieu tra cho thay phan ldn
khach hang danh gia tUdng ddl tap
trung ve gia trj ma bp nhan ddoc tU san
pham va dich vu cua cac CHBL so vdi
sd tien bp cbi tieu hp bd ra la d muc
trung binh yeu (3,20), Cac khach hang
cd danh gia nbu vay la do nhin chung
cac d|cb vu kbacb hang cua cua hang
chua thQc su dap Qng cao ddl vdi yeu
cau cua ngudi mua. Cu the:

<i>- Djch vu khach hang lien quan </i>

<i>den mat hang kinh doanh </i>

Chung loai mat hang kinh doanh
cua cac cda hang thudng mai ban le
cbi dam bao muc dp Ida chpn bang
hda cho khach hang d mQc dudi trung
binh (2,57). Hdn nua, cac tuyen san
pham ma cac cda hang nay kinb
doanh cd dd ben tUdng hdp khdng cao

<i>_j^4t </i>

(2,8). Khach bang danh gia cbung ve
chat luong hang hda duoc bay ban d
cua bang muc trung binh yeu (2,2) va
cung tuong tQ nbu vay ddl vdi mQc da
dang cua cac thuong hieu cua cac san
pham (2,47). Oieu nay cbo thay cbung
loai mat hang kinb doanh cua cac cua
hang chua tap trung ve cac san pham
cd chat lUdng cao va chua phong phu
ve cac nhan bieu hang hda hay
thuong hieu khac nhau trong cung mpt
loai hang. Odng thdi cac kbacb higng
danh gia cac cua hang trong chung
loai cua minh cd ca cac nban hieu
tuong ddl khdng ndi tieng (3,54) kem
vdl cac nhan bieu rat ndi tieng (do dp
lech chuan 2,64 the bien sU bien thien
cao trong y kien danh gia). Vdi cac
mdt sd san pham cua cda hang khi
khach hang can de'n thi bet hang do
mde du tru khdng du va cung ung
hang khdng kip thdi (2,25) va danh gia
tuong ddl tap trung do dp lech chuan
la 1,14. Dich vu hd'trp trong td chuc
thanh loan theo danh gia cua khach
hang chua tdt, thdi gian thanh toan
cho khach bang chua nhanh (2,97).

<i>- Dich vu khach hang lien quan </i>

<i>den mde gia ban cua cac san pham </i>

Muc gia san pham cua cac cua
hang ma nhdm ngudi tieu dung thudc
ddl tuong dieu tra dupc danh gia la cao
bon so vdl cac cua hang khac (2,51).
Tuy nhien, nbung cdng cu xuc tien
giam gia cho cac danh muc hang dac
biet it dupc ap dung nen dianh gia cua
khach hang ve sd Iddng cac danh muc
mat hang dupc giam gia dac biet cung
d dudi mde trung bmh (2,61).

<i>- Dich vu khach hang lien quan </i>

<i>den dia diem va viec sap dat tnjng bay </i>
<i>hang hda </i>

Hien nay, bai tri va sap dat trong
cac CHBL theo danh gia cua cac
khach hang la chua thuc su hdp ly ddl
vdl ngUdi mua. Theo hp, tim kiem san
pham can mua va van ddng di lai trong
cac cda hang khdng thuc su de'dang,
vdl muc danh gid trung binh la 2,57 va
2,78. Oanh gia cua cac kbacb hang ve
nhung cac thdng sd nay cd dp bien

thien rat cao do dd lech chuan
tuong ung la 2,88 va 2,44. ^ ^

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<b>NGHIEN ciiu-TRAO Ddl </b>

<i>^^ ngbla la van ed mdt sd cQa </i>

bang sap dat va bai tri khoa bpc tao
dieu kien cbo kbacb bang di chuyen
va tim kiem.

Theo danh gia cua kbacb bang cac
cQa bang thQdng mai ban le bp thQdng
mua tuong ddl xa vdi noi d va noi lam
viec cua bp (2,23) nen tbdi gian can
tbiet de di den cac cQa bang nay khdng
pbai la ngan (2,23). Cac dQdng giao
<i>thdng dan tdi cQa bang bay b\ acb tac </i>
giao thdng nen tiep can cQa bang tQdng
ddi khd (3,61). Danh gia chung cua cac
kbacb bang la noi gdi xe d cac cQa
bang tQOng ddl chat chdi do trong npi
tbanb quy dat tQOng ddi eo bep, tuy
nhien mdt sd cQa bang khach hang cbo
rang chd'gQl xe cd dien tich vQa pbai.

<i>- Dich vu khach hang lien quan </i>

<i>de'n hoat ddng giao tie'p va xuc tien </i>
<i>thuang mai </i>

NhQng ngQdi dQdc dieu tra cho
rang nhin cbung cac cQa bang nay rat
khdng sach se (4,31) va trang tri
khdng hap dan va dep mat (3,42). Oay
cung la mdt trong nhOng yeu td lam
giam gia trj nban thdc cua cac khach
hang ve dich vu cua cda bang.

Oanh gia boat dpng giao tie'p va
phong each ciia cac nhan vien phuc
vu cua cQa hang cac khach hang chQa
thQc sQ hai Idng. Hp cho rang cac
nban vien ciia cQa bang cQ xQ khdng
nhiet tinh vdi kbacb hang ma cdn danh
gia la lanb lung ( 4,03), khdng licb
thiep (2,61). Hdn nQa, cac nban vien
chQa thQc sQ san long giup dd va dap
Qng cac yeu cau cua khach bang
(3,86). Cac khach hang cho rang cac
cua hang cd sd nhan vien dap Qng vda
du so vdi khdi iQOng cdng viec pbai
tbQc bien cua cQa hang.

Hoat ddng quang cao cua cac cda
hang chpn iQa phQOng tien va tao
kenh quang cao danh gia ve tong the
la dat yeu cau nen mde dp tiep xuc cac
ddl tQdng nhan tin d mQc trung binh
kha (3,27), su bien tbien trong danh

gia cao nen van cd nhdng kbacb hang
it gap cac quang cao cua cac cda
bang. Ben canh dd cac boat dpng xuc
tien cua cda hang theo cac khach

bang danh gia cd sQc tbu but thap dudi
mde trung binh (2,7), chQa tao ra dQOc
sQ tin tQdng cbo kbacb hang (2.43) do
cbQa cung cap du cac thdng tin can
thiet cbo kbacb bang (3,18). Vi nhQng
ly do nay nen cac boat dpng va thdng
tin xuc tien cua cQa bang cbQa giup
ich dQOc nhieu cho kbacb hang trong
lap ke hoach mua sam (2,96).

Theo danh gia cua cac ddl tQdng
dieu tra, hp cbo rang cac cua hang ma
bp di mua sam tbudng la nhdng cda
hang ma cd nhieu ngQdi khac biet den
(3,25), nhdng ban be cua bp lai it biet
den (3,44). Tuy nhien hp cho rang mac
du ban be cua hp ft mua (2,73) d cac
cda hang nay nhQng bp tQOng ddl da
chudng cac cda hang nay

<b>3. Mpt so bi#n phap v$n dung </b>
<b>nham nang cao d|ch vu khach hang </b>
<b>cua cac cda hang thuong mai ban le </b>
<b>tren d|a ban nOi thanh Ha NOi </b>

De tang sQ thda man cua kbacb
bang va nang cao sU trung tbanb cua
kbacb bang vdi cda bang, dicb vu
khach bang cua cac CHBL can nang
cao theo nhu cau va mong mud'n cua
cac khach hang. Dich vu khach bang
cua cac CHBL tren dia ban TP. Ha Ndi
cd the dUdc nang cao nhQ sau:

Cac cda hang thudng mai can
nang cao gia tri cung Qng va gia trj
nban thdc cho kbacb bang thdng qua
nang cao dicb vu khach hang cung
nhu pbat trien marketing hdh hdp ban
le va cung vdi boat ddng nay hp can
nang cao gia trj nban thdc ciia kbacb
bang ve djcb vu kbacb hang cua cQa
hang thdng qua cac bien sd marketing
phi gia.

Tuy theo ddi tuong kbacb hang muc
tieu, tQng cda hang can iQa chpn bo
sung them cac nban bieu va cac danh
muc bang hda theo hudng da dang hda
chung loai mat bang ddng tbdi nang
cao chat iQOng hang hda cung dng theo
quan diem cua khach bang muc tieu va
tao ra sQ iQa chpn cao cbo khach hang.
Cac cQa hang cung pbai cai tien qui
trinh dat hang va du trQ hang hda, cung

nhQ he thdng thdng tin nham ludn dam
bao cung dng bang hda kjp tbdi dap

dng tot nhu cau tranh tinb trang thieu
bang. Ngoai ra, tbu tuc va qui trinh
tbanb toan cung can pbai hoan thien de
giam thieu thdi gian chd doi cho khach
hang kbi tbanb toan.

Cac cda hang can nhan dang
nhQng khu vQc lam cho kbacb hang kho
di chuyen trong cQa bang de sap dat va
<i>bd tri cac trang tbiet b\ va ndi cdng tac </i>
d khu VQC dd nham dam bao cho dong
van ddng cua kbacb hang ben trong
dQPc de'dang va thuan ldi. Sap dat
hang hda ben trong cda bang can khoa
hpc hon nhQng ddng tbdi dam bao dep
mat va cd sQc tbu but de giup khach
<i>hang de'dang tim kiem san pham va b\ </i>
Idi cudn den vdi cac san pham.

Cac nban vien ciia cda bang can
dQOc huan luyen bd sung ve cac ky
nang giao tiep va phuc vu khach hang
cung nhQ xQ ly td't nhdng khieu nai va
phan nan cua kbacb bang. Cda hang
cung can phai danh gia chat iQdng
phuc vu cua nhan vien can danh gia
tren ca bai gdc dp tbdi gian va chat

lUdng dap Qng va tQOng tac vdi cac
khach bang. De dam bao ddng nhat
va dat hieu qua cao ve chat lUdng
phiic vu CLia cac nban vien nen dua ra
nhQng tieu chuan dinh tinh la'n dmh
iQOng ve cdng viec cua cac nhan vien
cua cda bang.

Cac chuong trinh xuc tien ban le
cua cac cQa bang can dQOc tbiet ke co
tinb be thd'ng hon va tren co sd nghien
cQu tam ly cua tap khach hang muc
tieu cua CQa hang. Cac chQOng trinh
xQc tien can cung cap day du thdng tin
can thiet ve hoat dpng xuc tien ciia
cQa hang va sQ dung cac kenh thong
tin hay phuong tien truyen thdng thich
hop vdi cac ddl tuong khach hang muc
tieu va ngudi nhan tin. Cac pbQdng
tien quang cao cbo cac chuong trinh
xuc tien ban hoac giam gia nen tap
trung cao quang cao d thdi diem mua
tai cda hang. Ngoai ra boat ddng xiic
tien cdn pbai tao dung hinh anh va
quang ba nhQng dac trung noi bat ciia
cQa bang trong moi tuong quan vdi
cac ddl tbu •

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