So 266, T i i a n g iVIUcll Hai nam 2012 CAC YEU TO TAC DONG DEN SU HAI LONG CUA KHACH HANG DOI VOI DICH VU QUAN LI CHUblCUNG UNG CUA DAMCO VIET NAM VO TH| QUy* & NGUYEN TH! MAI THY** Nghien ciru ndy nhdm xdc dinh nhitng nhdn td tdc dpng din su hdi long cua khdch hdng doi v&i dich vu qudn II chudi cung ung cua Damco VN. Dit lipu du^c thu thgp thong qua cdc bdng cdu hoi diiu tra du-grc gui den cdc khdch hdng hipn dang sit difng cdc djch vu cda Damco VN. Nghien cuv dd chi ra 7 nhdm nhdn td (bien) tdc dpng den s^ hdi Idng cda khdch hdng bao gom: Cdc yeu td huu hinh, dp tin cpy, sg- bdo ddm, s^- ddng cdm, gid cdm nhpn, dich vfi quan hp v&i khdch hdng, vd chdt lufrng mdi quan hp. 7 nhom nhdn td ndy duffc do lir&ng thdng qua 21 bien quan sdt Ld mpt trong nhitng nhd cung cdp dich vu logistic hdng ddu, Damco chuyen cung cdp cdc dich vu chdt lu^g cao trong vd ngodi thi lru-&ng VN. Tuy nhiin, trong sudt giai dogn khd khdn cda nen kinh te, nhieu khdch hdng chinh cua cdng ty dd tdi cdu trdc ddy chuyen cung itng vd chuyen sang su dung dich vu cda cdc nhd cung cap khdc. Do do, vipc tgo lap moi quan hp than thiet v&i khdch hdng cdng tr& nin ddng quan tdm hffn bao gi& het Vipc xdc dinh cdc nhdn to tdc dpng den su hdi long cua khdch hdng se giup Damco VN hieu hffn vi nhu cdu cda khdch hdng vd tir do co chien luffc cdi tiin cdc dich vu vd ndng cao muc dp hdi Idng cda khdch hdng. Tir khda: Sy: hdi long cua khdch hdng, qudn li chuoi cung ung, Viet Nam. 1. Gidi thieu Sau tac dpng manh me cua cuoc khiing hoang tai chinh toan cau nam 2008, nen kinh te VN da ddn khai sac. Mac du co nhung bi6n ddng tren thi trucmg ngoai hoi va thi trucmg vang cung nhu ti le lam phat hai con so, nhung GDP nam 2010 da dgt hon 100 ti USD (http://thuongmai.vn), vupl ngudng ki vgng vai ti le tang trucmg 6,78%. Ti le tang truang xuat khau cung vugt ngirong ki vong de dat 25,5%. (http://www.gso.gov.vn). Trong b6i canh do, thi trucmg dich vu logistics noi chung va dich vu quan li chuoi cung ung noi riSng cung dgt dugc nhiing tang trucmg nhat dinh. Trong bao cao dau tien ve lgi the canh tranh ciia VN nam 2011, Michael Porter da de xuat bi8n TP.HCM thanh mot trung tam hau cSn chien luge; va van de nay ciing da dugc nhan dinh la mpt trgng tam tai cupc hpp thuong dinh ASEAN nam 2010. Chinh phu va cac nha cung cap dich vu hang dau nhu Schenker, Damco, Agility, va UPS da lien tuc xuc tien cac d^f an dau tu co chieii sau vao h^ thong ca sa ha ting ph^c vu cho cong tac hau can xuat nhgp khau. KSt qua la ti le tang trucmg thucmg nien dgt han 20% (http://www.sggp.org.vn), va nhjp tang trucmg nay dugc du bao se con tiep tuc trong thdi gian tdi. Trong mgt mdi trudng day hua hen va nang dgng nhu vay, sy hai long cua khach hang Cling nhu vi?c giu chan khach hang la mgt trong nhung van de trpng y6u ma mdi doanh nghiep can phai mi tien thuc hi8n. Sir hai long ciia khach hang la nhan td quySt dinh kha nang sinh lgi lau dai, gia tri cd tuc, va su phat triSn ben viing cua doanh nghiep. Vi le dd, viec n3ng cao su hai long cua khach hang ddi vdi dich vu quan li chuoi cung ling la mgt su menh cua Damco. THirONG HI$U VA DjCH Vg TJ^I VN TS.. Tnrcmg B?i hgc Kinh ti TP.HCM "ThS., Cong ty djch vy qudn If chudi cung i>ng Damco Email: [email protected]. [email protected]
Transcript
So 266, T i iang iVIUcll Hai nam 2012
CAC YEU TO TAC DONG DEN SU HAI LONG CUA KHACH HANG DOI VOI DICH VU QUAN LI
CHUblCUNG UNG CUA DAMCO VIET NAM
VO TH| Q U y * & N G U Y E N TH! MAI THY**
Nghien ciru ndy nhdm xdc dinh nhitng nhdn td tdc dpng din su hdi long cua khdch hdng doi v&i dich vu qudn II chudi cung ung cua Damco VN. Dit lipu du^c thu thgp thong qua cdc bdng cdu hoi diiu tra du-grc gui den cdc khdch hdng hipn dang sit difng cdc djch vu cda Damco VN. Nghien cuv dd chi ra 7 nhdm nhdn td (bien) tdc dpng den s^ hdi Idng cda khdch hdng bao gom: Cdc yeu td huu hinh, dp tin cpy, sg- bdo ddm, s^- ddng cdm, gid cdm nhpn, dich vfi quan hp v&i khdch hdng, vd chdt lufrng mdi quan hp. 7 nhom nhdn td ndy duffc do lir&ng thdng qua 21 bien quan sdt
Ld mpt trong nhitng nhd cung cdp dich vu logistic hdng ddu, Damco chuyen cung cdp cdc dich vu chdt lu^g cao trong vd ngodi thi lru-&ng VN. Tuy nhiin, trong sudt giai dogn khd khdn cda nen kinh te, nhieu khdch hdng chinh cua cdng ty dd tdi cdu trdc ddy chuyen cung itng vd chuyen sang su dung dich vu cda cdc nhd cung cap khdc. Do do, vipc tgo lap moi quan hp than thiet v&i khdch hdng cdng tr& nin ddng quan tdm hffn bao gi& het Vipc xdc dinh cdc nhdn to tdc dpng den su hdi long cua khdch hdng se giup Damco VN hieu hffn vi nhu cdu cda khdch hdng vd tir do co chien luffc cdi tiin cdc dich vu vd ndng cao muc dp hdi Idng cda khdch hdng.
Tir khda: Sy: hdi long cua khdch hdng, qudn li chuoi cung ung, Viet Nam.
1. Gidi thieu
Sau tac dpng manh me cua cuoc khiing hoang tai chinh toan cau nam 2008, nen kinh te VN da ddn khai sac. Mac du co nhung bi6n ddng tren thi trucmg ngoai hoi va thi trucmg vang cung nhu ti le lam phat hai con so, nhung GDP nam 2010 da dgt hon 100 ti USD (http://thuongmai.vn), vupl ngudng ki vgng vai ti le tang trucmg 6,78%. Ti le tang truang xuat khau cung vugt ngirong ki vong de dat 25,5%. (http://www.gso.gov.vn). Trong b6i canh do, thi trucmg dich vu logistics noi chung va dich vu quan li chuoi cung ung noi riSng cung dgt dugc nhiing tang trucmg nhat dinh. Trong bao cao dau tien ve lgi the canh tranh ciia VN nam 2011, Michael Porter da de xuat bi8n TP.HCM thanh mot trung tam hau cSn chien luge; va van de nay ciing da dugc nhan dinh la mpt trgng tam tai cupc hpp thuong dinh ASEAN nam 2010. Chinh phu va cac nha cung cap dich vu
hang dau nhu Schenker, Damco, Agility, va UPS da lien tuc xuc tien cac d^f an dau tu co chieii sau vao h^ thong ca sa ha ting ph^c vu cho cong tac hau can xuat nhgp khau. KSt qua la ti le tang trucmg thucmg nien dgt han 20% (http://www.sggp.org.vn), va nhjp tang trucmg nay dugc du bao se con tiep tuc trong thdi gian tdi. Trong mgt mdi trudng day hua hen va nang dgng nhu vay, sy hai long cua khach hang Cling nhu vi?c giu chan khach hang la mgt trong nhung van de trpng y6u ma mdi doanh nghiep can phai mi tien thuc hi8n. Sir hai long ciia khach hang la nhan td quySt dinh kha nang sinh lgi lau dai, gia tri cd tuc, va su phat triSn ben viing cua doanh nghiep. Vi le dd, viec n3ng cao su hai long cua khach hang ddi vdi dich vu quan li chuoi cung ling la mgt su menh cua Damco.
THirONG HI$U VA DjCH Vg TJ I VN
TS.. Tnrcmg B?i hgc Kinh ti TP.HCM
"ThS., Cong ty djch vy qudn If chudi cung i>ng Damco
PHAT TRIEN KINH TE So 266, Thang MU6i Hai nSm 2012
2. Van de nghien cu'u
La mdt trong nhiing nha cimg cap dich vy logistics hang dau, Damco ndi ti^ng vdi chat lugng dich vu tieu chuSn tren thi tnidng the gidi. Trong sudt giai doan khd khan cua nen kinh t% nhu hi?n nay, su cgnh franh tir cac tap doan qudc te va dku dc nhanh nhay ciia cac doanh nghi6p ngi dia da va dang dgt ra nhieu ap luc han bao gid h6t d6i vdi chiSn luge giu chan v^ md rpng khach hang cua Damco. Viec xac dinh nhung ki vgng ciia kh^ch h ^ g d6i vdi dich vu quan li chudi cung ling, each thiic khach hang cam nhan va danh gia chat lugng dich vu, ciing nhu nhiing nhan td tac dpng d6n s\r hai Idng cua khach hang se giiip Damco hieu rd hem ve khach hang va qua dd c6 cii ti6n phCi hgp d% dap ung t6t hem nhung ki vpng ciia khach hang. Do dd, trong b^i nghien cihi nay, tac gia se xdc dinh cdc y6u td tac dpng den sv: hM long cua khach hang va ddng thdi de xuat mdt so giai phap n h ^ n§ng cao muc do hai Idng ciia khach hang ddi vdi dich vu quan li chuoi cung ling eua Damco.
3. Tong quan ve Damco VN va djch vu quan li chuoi cung uTng
La mgt cdng ty con cua tap doan A.P. MoUer -Maersk (tnrdc day dugc ggi la Maersk Logistics), Damco VN la mdt trong nhung nha cung cap dich vu hau can xuat nhap khau Idn nhdt tgi VN, chuyen ve quan li chudi cung ling quoc te, cac dich vu kho van va phan phoi hang hda. KS tii khi cd mat tai VN nam 1995, Damco da cd 6 trung tdm phan phoi va kho bai tren toan qudc vdi tdng dien tich 40.000 m^ va giai quyet viec lam cho hon 400 lao dgng. Cho den nay, cdng ty da thiet lap mdi quan he vdi khoang 1.000 cong ty van tdi tau bien trong nude va han 200 khach hang tr8n th6 gidi. Dich vu quan li chuoi cung ling la mdt trong nhiing san pham chu lire ciia Damco, chiem khoang 70% tdng doanh thu, tuong duong vdi 95.000 kien hang loai 1 TEU mdi nam (Bao cao ngi bd Damco, 2011).
Quan li chudi cung ling la quan li todn bd viec van chuySn va luu kho cac nguy6n vdt lieu tho, cac san'phdm chua hoan thanh, cac thdnh phdm.., tii noi san xudt dSn nai tiSu thu. Damco cung cap cac dich vu qudn li chuoi cung ling doi vdi cd hang hda san xudt tai VN lan hang hda san xudt d nude ngoai, va
md rpng ra ddi vdi nhiing hang hda xudt khau den thi trudng hdi ngogi thdng qua van tai bien. Cu the, dich vu nay dupe bdt dau bdng mot ho so gpi la Quy trinh thao tac chudn (SOP) - mdt ho sa quan trgng trong ITnh vuc dich vu qudn li chuoi cung ung. SOP id mgt bdn thda thuan giua Damco vd mpt khach hang cu the, trong do ndi rd phgm vi thuc hien va cac cdng viec lien quan va dugc hai ben ky ket. Do dd, djch vu nay c6 the dugc thay doi linh hoat dk ddp img nhu cdu ciia timg khach hang,
Toan bg qua trinh ndy se tiSp tuc bang mpt lenh mua. Khdch hang cd the giri dcm dgt hang chi ti^t dSn he thdng dieu hdnh ciia Damco; sau dd Damco se xem x6t tdt ca cde thdng tin tren dcm dgt hang nay cung nhu cac thong tin chi tiSt v6 nha cung ling, sd lugng, cdng dSn, vd thdi gian giao hdng du kien v.v.. Khi nhgn dugc hd sa dang ki eua ben cung ling, Damco se tiSn hanh kiem tra dan dat hdng da dugc giii den he thong vd xir ly' cae di biet neu cd can eft tren bdng SOP. Budc tiSp theo la tdng hgp, sdp xSp, va van chuyen hdng hda da nhan tgi kho bai ciia Damco. Damco se sap xep viec van chuyen de dam bdo rang hang hda se dugc chuyen den khdch hang diing thdi gian yeu cau. Damco se phdi ti8n hanh cdc thii tuc hdi quan cdn thiet, dieu phdi cac dcm vi van chuyen, va xu ly cdc ho so giao hang. Toan bd 16 trinh giao nhan hang dugc luu trong he dieu hdnh vd se dugc chuyen den cho khach hang va cac ben c6 lien quan theo diing thdi gian bieu da ghi trong SOP. Hang hda va cac thong tin c6 lien quan se luon dugc gidm sdt de dam bao khdch hang ludn dugc cap nhap thdng tin ve tinh hinh van chuyen mdi nhdt. Bat ki thay ddi hay sir cd bat thudng nao cung se dugc thdng bao ngay lap tiic den khdch hang thong qua cdng cu giao ti6p true tuyen (OCT) - mpt kenh giao ti8p dugc thiet Igp nham tgo thuan lgi cho viec trao doi thu tin giiia khdch hdng vd Damco.
Ld mpt dan vj cung cap dich vu quan li chudi cung ling cd gia tri gia tang, Damco chiu trdch nhiem qudn li cdc nhd cung ling/ cac dan vi van chuyen dua tren cac tieu chi cu the. Cdng ty thiSt lap chi sd do ludng ket qua thuc hien chinh (KPI) va bdo cdo cdc chi tieu nay cho khach hang khi dugc yeu cau. Viec tu vdn vd phat trien chuSi cung ling dugc xem la mdt cap d$ cao ciia dich vu qudn li chuoi cung ung. Tuy theo nhu cau cua khdch hang ma SOP
THUONG Hieu VA D|CH vg TAI VN
im^M^ammmiiKimum
se dugc tdi soat xci it nhdt hai idn mgi nSm d^ phdt trien, nang cap h? thong chuSi cung ling ciia khdch hdng.
Cd rdt nhiSu khdi niem v6 chdt lugng dich vu. Theo Zeithaml (1988) va Parasuraman & cpng syr (1988), pham chat dich vu dugc dinh nghTa la mpt dang thdi dp - mdt su lugng gid toan dien Idu dai. Pham chat dich vu mang tinh cam quan khac hga mgt su tham dinh toan dien ve mdt dich vu dugc cung cap (Sureshchandar & cpng su, 2002). Lehtinen & Lehtinen (1982) cho rang phdm chdt dich vu bao gdm phdm chdt cua qud trinh cung ling vd pham chat dau ra. Trong khi dd, Gronroos (1984) xem xet phdm chat dich vu dudi hai gdc do pham chat ki thuat (pham chdt ddu ra) vd pham chdt chiic nang (phdm chat qua trinh). Parasuraman & cpng su (1988), Juwaheer & Ross (2003), Walker & cpng sy (2006) da chi ra cdc khia canh chinh y6u cdu thanh pham chat dich vu gdm cdc yeu to hiru hinh, dp khd tin, khd nang dap ling, su bdo ddm, va su d5ng cdm. Trong dd:
+ Cdc ySu td him hinh dugc hiSu la cdc ySu td bS ngodi kha kien cua mgt dich vu. D6 cd thS la trang thiSt hi hien dai, ca sd vdt chat vd mat bdng bdt mdt; nhan vien cham sdc khdch hang an mac ggn gdng, cd tdc phong chuy§n nghiep; vd/hoac cac nguyen vat lieu va san pham hap dan di kem vdi dich vu.
+ Dp khd tin de cap den khd nang cung cdp djeh vu mdt each chinh xac va dang tin cua don vj cung
cdp djch vy. Dieu ndy phdn dnh miic dp Idia tin ck mOt dpanh nghi§p trong ITnh vyc cung cdp dich vii; hay n6i cdch khdc doanh nghiep cd cung cap djcln^ t6t vdo dung thdi gian vd theo dung each nhu da hin hay kliflng? Yiu tb ndy cung cho thay miic dp kha tin cua doanh nghi^ trong vi§c xii li cdc van de djcli vy khdch hdng vd ddm bdo tinh chinh xac ciia hb sa
+ Khd ndng ddp img la vi?c doanh nghi?p SID sdng cung cdp djch vy mOt cdch nhanh chdng va chinh xdc, chu d^ng thdng bdo khach hang ve thoi gian thyc hi§n djch vy; dp nhanh nhay ciia doanh nghiep trong vi?c ddp irng yeu cau cung cdp djchs j nhanh chdng cua khdch hdng; vd miic dp nyk chuyen, linh hogt trong vi^c tim kiem cac gidi phip t6i uu cho cdc vdn d^ phdt sinh dpt xuat.
+ Sy ddm bdo dugc djnh nghJa Id uy tin, ndng li;c vd sy an todn khi thyc hi$n cdc djch vy giao nh|n, Cdc nhdn vien djch vy khdch hdng ddng m^t vai tri quan trgng trong vi?c ddm bao vdi khdch hang ve djch vy dugc cung cap. Bdng kidn thuc sau rgi^ va thdi dp chuyen nghiep, cdc nhan vien ndy cd the giup khach hdng cam thay an toan va ty tin trong suol thdi gian thyc hien giao dich, qua dd cho khach hang thay dugc su nha nhan vd nhimg loi tu van khoa ngo£m. Day la Id vgng cua cdc doanh nghiep trong ITnh vyc dich vy nham dam bao pham chat dicfaVn tdt nhat. "
+ Su ddng cam la viec khdch hang co nhu cai dugc quan tam, chii y, vd thdu hieu cung vdi dichvu ma doanh nghiep cung cdp. Mgt vi dy ro rang choaj ddng cdm la gid lam vi?c thugn ti?n, de tiep can vol cdc nhdn vien djch vy khach hdng vd su dung cacco sd vgt chat bat cii khi ndo khdch hang cd nhu ck Mpt Idn nira, cac nhan vien dich vu khdch hang doDg mpt vai trd quan trgng trong viec chuyen tai sudoi earn, bao gdm nhung khdng gidi han ddi vdi # ddnh su quan tam cho khach hang, thdu hi6u nhu cau eiia khach hang, ludn uu tien lgi ich cua khach h ^ lam viec vdi khach hang bdng mgt thai dd quan tam, va thay ddi dich vu mdt each linh hoat theo yeii'c^ ciia khach hang.
Nhieu nghien cuu da chi ra nhiing tdc dgng coy nghTa ciia pham chat dich vu ddi vdi su hai long ciia khdch hang, vi du nhu nghien ciiu cua Gronniss (1984)^ Parasuraman & cdng su (1988), Walker * cgng sir (2006). Neu gid tri cam nhgn cua mot dicli
THRONG Hieu VA DjCK V\} TAI VN
PHAT TRIEN KINH TE So 266, Tiiang Uiidi Hal nam 2012
VU phii hgp hoac vugt qua nhu cdu cua khach hang, thi dich vy dd dugc cho la dap img hoac vu'gt xa su hai long cua khach hang (Parasuraman & cdng su, 1988; Foster, 2004; Walker & cgng sy, 2006). Bitner (1990) da khdo sat 145 du khach va phdt hien phdm chat dich vu la mpt yeu td ki vgng doi vdi su hai Idng cua khach hang. Caniana & cpng su (2000) da phdng van 80 khdch hang cua mgt cdng ty ki6m todn va da cdng bd mdi tuong quan tich cue giiia pham chat dich vu, gia tri cam nlian va su hdi I6ng cda khach hang. Eggert & Ulaga (2002) da khao sat 301 nhan vien trong cdc to chuc My va nhan thdy rang cac bien cau thanh pham chat dich vu (gdm cac yeu td hiiu hinh, dp kha tin, khd nang dap img, su bao dam, va su ddng cdm) lam gia tang gia trj cam nhan ve cdc dac diem pham chdt dan den su hai Idng cao hon.
- Gia va sy hai long cua khach hang.
Anderson, Fomel & Lehmann (1994) xem gid cam nhan Id mdt nhan td quan trpng doi vdi su hai long cua khach hang. Trong khi dd, Zeithaml & Bitaer (1996) lai minh chimg rang su hai long ciia khach hang khdng nhirng cd lien he vdi viec danh gid pham chat dich vu ma cdn bi tdc dgng bdi cac yeu td nhu pham chat cita cdc san pham cd lien quan, gia, tinh hinh, va cac dac diem ca nhan. Lee va Cunningham (1996) ciing Imi y ring phdm chat dich vu tu ban than nd khdng phdi Id dieu kien du de dat dugc su hdi long cua khach hang va giii chan khach hdng bdi le khach hang luon sdng sudt ve cac chi phi, Igi nhuan va cdc mdi quan he danh ddi. Ndi chung, neu gid cam lihan cang thap thi khach hang cang^thoa man vdi gia dich vu/san pham va todn bp cugc giao dich (Zeithaml, 1988). Mat khac, OHver (1997) lap luan rang khach hang thudng danh gia miic gia vd pham chdt dich vu thong qua gia tri cdm nhan rdi sau dd mdi.tao ra miic dp hai Idng hoac khdng hai long ciia ban than. Do dd, mpt mire gia thuc hoac gia cam nhan thap khdng dam bdo mdt miic do hai long cao.
- Dich vu quan he khdch hang, pham chat mdi lien he, va su hai Idng ciia khdch hdng.
Dich vu quan he khdch hang tdt la mgt dieu kien tien quyet de duy tri cdc mSi quan he vdi khach hang. Nd bao gdm toan bg trmh tu cung cap dich vu, cac dich vu da thuc hien trude, trong sudt va sau khi
mua (Wikipedia.org). Dich vu quan he khach hang con dugc dinh nghia la mpt loat cdc hoat ddng nham nang cao mire dp hai long cua khach hang (Turban, 2002). Peck (1997) da chi ra cac hoat dpng cu the cua dich vu quan he khdch hdng gom trg giiip ca nhan, kha nang ddp ung, lien he diing ngudi, nhimg hoat ddng hau mai, hieu biet ve cong viec kinh doanh ciia khdch hdng, c6 kien thiic ve san phdm, va ' nam bat thdng tin ve san pham mdi.
Pham chat cdc mdi quan he, mat khdc, dugc hieu mgt each pho quat la chieu sau va bau khong khi ciia moi quan he (Johnson, 1999) Theo Levitt (1986), pham chat mdi quan he gdm nhieu gia tri vd hinh lam gia tang cac san pham, dich vu; va tgo ra su trao doi thong tin dugc ki vgng giiia ngudi ban vd ngudi mua. Noi each khac, phdm chat mdi lien he lien quan den su cam nhan eua khach hang ve miic do ddp irag cac ki vpng, du doan, muc dich va ham muon cua khach hang lien quan den toan bd mdi quan he (Jarvelin & Lehtinen, 1996). Dwyer, Schurr & Oh (1987), Crosby, Evans & Cowles (1990) da xem miic dp tin tudng vd su hdi Idng doi vdi quan he la hai nhan td chi phdi phdm chat ciia mdi quan he. Henning-Thurau & Kelly (1998) da dua ra nhimg lap luan va bo sung them yeu td cam ket thuc hien mdi quan he.
Storbacka & cdng su (1994) da cdnh bao rang khach hang hai long se duy tri mdi quan he viing chac vdi doanh nghiep vd do dd moi quan he dd se lau dai hem. Mdi quan he lau dai vdi khach hang Id nhan td quan trgng de xac dinh hieu qua va khd nang sinh lgi cua doanh nghiep; nhung tren het, moi quan he lau dai eon ddng nghia vdi su hai Idng vd trung thanh ciia khach hang. Griffin (1995) da chi ra rang viec thiet Idp mdi quan he lau dai la mgt yeu to quan trpng bdi khach hang ludn mudn dugc dap ung moi nhu cau, va se gan bd vdi doanh nghiep mgt khi hp da thiet lap dugc mdi quan he ca nhan vdi nhan vien dich vu khach hang. Mdi quan he ndy la vi lgi ich cua ca khach hang lan nha cung cap dich vu.
Dich vu quan he khdch hang se giiip ndng cao su hdi Idng cua khdch hdng thdng qua su tuong tac hiiu hieu vdi khach hang. Su tuang tac nay giiip doanh nghiep xac dinh nhu cau thuc cua khach hang va giam thieu rui ro hieu nham y khach hang. NhiSu kich bdn da chi ra rang thai dp khdng hai long phdt
P H A T TRifeN KINH TE So 266, Thang Ml ld i Hai nam 2012
sinh tir vice doanh nghi?p khdng cho khdch hdng biet chinh xdc dieu gi Id quan trpng d6i vdi hp. Thau hieu cdc ki vgng ciia khdch hdng Id budc ddu ti6n dd dat dugc sy hdi Idng cua khdch hdng; vd cdch tot nhat d6 thuc hi?n budc di ndy Id thdng qua sy tuong tdc giOa hai ben.
Vi?c ciing CO moi quan he tni vdi cdc khdch hdng hi?n cd ciing rat quan trgng. Nd ddi hdi n5 lyc to idn va sy sdng tgo trong mdi trudng cgnh tranh nhu hi^n nay. Smith (1999) nhdn manh rdng moi quan h? t6t thdng qua su tuong tac thudng xuyen vdi khdch hang la viec lam thiet yeu de tang doanh sn bdn hang, giii chan khdch hdng vd ddm bdo hg ludn hdi Idng.
5. Md hinh nghien cu'u va trien khai
5.1. Md hinh su hdi long cua khdch hdng
Cac li thuy6t vc sy hai long ciia khdch hang va cac nghien ciiu trude day da chiing minh rang su hai long cua khach hang cd mdi quan he chat che vdi cdc nhan td khdc nhu pham chdt dich vu, dac diem ciia dich vu, vd gid dich vu. Quan he khdch hdng cung dugc xem la nhdn td tdc ddng den sy hai Idng cua khdch hang. Parasuraman & epng sy (1988), Gronroos (1984), Walker & cdng su (2006), Sureshchandar & cpng sy (2002) deu ddng y rang chat lugng dich vu c6 quan he chat che vdi sy hai long ciia khdch hdng. Anderson, Fomell & Lehmann (1994); Zeithaml & Bitner (1996); Lee & Curmingham (1996) khdng dinh gid cam nhgn la mgt nhdn td quan trgng chi phdi sy hdi long cua khach hdng. Ndi chung, khdch hdng cdm thay hai Idng hon vdi miic gid cam nhgn thdp. Theo Griffin (1995), Smitth (1999), Storbacka & cpng su (1994), dich vy quan he khdch hdng manh va chdt lugng quan he tdt se lam gia tang su hdi long ciia khdch hdng. Nhiing yeu td nay giup nang cao sy hai Idng ciia khach hang bang each cCing cd su than thien vdi khach hang, thau hieu cac ki vgng cua khdch hang vd giii khdch hang d lgi vdi doanh nghiep.
Can cii vao cac phan tich d tren, tac gid xem xet mdi quan h6 cua cdc biSn phdm chat djch vy (gdm nam bien phu - cdc ydu td hiiu hinh, dg khd tin, kha nang dap ling, sy bdo dam, va su ddng cdm), gid cdm nhan, dich vu quan he khdch hang vd chdt lugng
THUONG HI^U VA D|CH Vy TAI VN
moi quan h? vdi sy hdi Idng ciia khdch hdng (Ifinh 1). Cdc gid thuyet bao gom:
//;,• Cdc yeu td hitu hinh tdc dgng co y nghta din .s{r hdi long cua khdch hdng.
Hi: Dp khd tin tdc dgng co y nghia den su ha long cua khdch hdng.
Ill S\r ddm bdo tdc dpng co y nghia den suha
long cua khdch hdng.
H4: Su ddng cdm lac dgng cd y nghta den suhii
long cua kltdch hdng.
/ / , Khd ndng ddp img tdc dgng co y nghia din su hdi tong cua khdch hdng.
//«,- Gid cdm nhgn tdc dgng co y nghia den s\flm
long cua khdch hdng.
H?: Dfch vu quan hp khdch hdng tdc dpngcoj
nghia den su hdi long cua khdch hdng.
H/i: Phdm chdt moi quan he tdc dpng cdyn^ den su hdi long cua khdch hdng.
Dp tin cgy
Khd nang dap img
Sy dong cam
Cac yeu td hihi hinh Syfaiiloiie ciia khach haie
Gid cam nhgn
Djch vy quan h?
khach hang
Chat lugng
moi quan h^
Hinh 1. Mo hinh nghien cAu
' 5.2. Thang do
Tac gia tien hanh cdc cugc phdng van sau vi*
rut ra 25 thanh to bien dugc do bdng thang do LiW 5 diem vdi 1 - hoan toan khdng ddng y va 5 -toan ddng y, De dam bdo'^dgWn cay cua thang *
PHAT TRIEN KINH TE
So 266, Tiiang iVIUcli Hai nam 2012
tdc gid tien hdnh nghien ciiu thir bdng each giri bdng
PHAT TRIEN KINH TE So 266, Thang MUdl Hal nam 2012
dep, trang phuc, trang Slic va phi,i ki$n trang sue, do ngi that, phan ciing; va tham nien h(7p tdc kinh doanh cua cac khach hang nay v4i Damco \i kliiSc nhau (it nhat la 1 nam, tir 1-3 nam, tir 3-5 nam, hoje lau hon).
Bang 2. Thdng t in ve ngUdl h'dl dap khao sdt
ASS2
ASS3
0,806
0.702
EMP2
EMP3
\ ^ Thi-igian TVP tic v*i
NDamco Llnhv^ \ ^ ^
B6nl6
Gliy dip
Trang phiic
Trang sOv v6 ph{i ki$n
D6 nil thM
Phin Cling
Du'o'i mpt nam
3
6
0
4
4
4
1-3 nam
5
10
4
5
4
1
3-5 ndm
10
9
8
3
t
7
TrSn 5 ndm
6
11
8
0
13
1
T6ng
24
36
20
12
25
13
PRI1
PRI2
PRI3
RELSER1
RELSER2
RELSER3
RELQUAI 0,725
RELQUA2 0,610
RELQUA3 0,847
0,721
0,617
0.644
0.699
0.820
0.815
T6ng
Phdn lich nhdn to
Tac gia ti6n hdnh phan tich nhan t6 voi 24 bi6n bang phuong phap nit trich nhan to (phuong phdp phan tich thdnh phan chinh) vd phuong phap xoay (phuong phdp Varimax va phep chuan hoa Kaiser). Ket qua piian tich phii hgp voi yeu cau; trong do co 7 thanh to dugc nit trich vcri 21 bien quan sdt; bien "kha nang ddp ung" hi loai bo (Bang 3).
Phuong phdp xoay: Varimax vd phdp chudn hoa Kaiser
Su tuang quan
Hp sd tuong quan Pearson cho chiing ta kiem Era lieu CO hay kh6ng si^ tuong quan giira bien phfi thupc vd cdc bien dpc Igp. Neu co, phan tich hoi quy da bien se dugc th^c hien tiep de xem xet dg b£ii trong moi quan h^ giija cdc bien (Bdng 4).
Phdn lich hoi quy
Tac gid su dyng phuong phap hoi quy theo budc de xdc dinh mo hinh hoi quy phii hgp nhat ma khoog phdi kiem tra todn bp cdc hoi quy khd thi. Qm trinh li a chpn se dung khi tim dugc mo hmh phu hgp nhat (nghta la khong phai them bdt bien trong mo hinh do). Nhieu nguoi noi ring nen xir li cac bien dpc lap Cling mgt liic. Dya tren tieu chudn ddu viio 0,05 vd tieu chudn logi bo 0,1, phuong phap hoi quy theo buCTC tiSn hdnh tren phdn m6m SPSS cho ra cac ket qua nhu 6 Bdng S.
7 bien dpc Igp gom cdc yeu t6 huu hinh, do kha tin, su ddm bao, su dong cam, gia cam nhan, djch vu quan he khach hang vd pham chdt moi quan
8 THUONG HI$U VA D|CH Vy TAI VN
PHAT TRIEN KINH TE So 266, Thang MUdi Hai nam 2012
Bang 4. Kel qua kiem tra tUOng quan
Cdc yeu t6 O9 Svfl6ng Gracam ^ ' ^ l ' i J ^ " " " " Phdmch^t h$ Ichach hang
moi quan he
cdc ySu to tlOu tiinh
ed kha tin
Sv bao dam
S^ dong cam
Gid cdm nh§n
D[ch vy quan he khach hdng
Pham chit m6j quan h§
1
-0.164
0.101
0.094
0,125
-0.296"
-0.265"
1
-0,172
-0.061
0.205"
•0.062
-0.093
1
-0.057
-0,185'
-0,096
-0,062
1
-0,163
0,043
-0,139
S I / hai long
0,601 1
0.246" 0,301"
Bang 5. Phan tich hoi quy
H#SD'
Md hinh
(Hing s6)
PhIm chit moi quan h?
DO kha tin
Gid
Cdc y ^ t6 hOu hinh
S I / d6ng cam
S^ bao dam
Dich v\f quan h§ khach hang
H| so chiFa chuan hoa
B
-4,139
0,327
0,376
0,338
0,321
0.261
0.291
0,150
Sai so chuan
0,667
0,055
0,066
0,064
0.061
0.044
0,059
0,065
H^so chuin
P
0,457
0,370
0,331
0,330
0,381
0,306
0,17^
Gia trj t
-6,203
5,899
5,701
5,248
5.270
5,891
4,918
2,326
Mi pc; nghra
Sig.
0,000
0,000
0,000-
0,000
0,000
0,000
0,000
0,000
Thong ke cpng tuyen
D$ chap nhan cua
bien
0.590
0.841
0.893
0,901
0.847
0,914
0,598
He so phong dai phuwng
sai
1,694
1.189
1.119
1,109
1,181
1,095
1,672
a. Bi^n phy thugc: Sy hdi long
THUONG HI$U VA D(CH VM TAI VN
PHAI TRIEN KINH TE
he CO the gidi thich dupe 54,3% miic dO bien Ihien
s\r hai 16ng ciia khdch hdng.
6. Thao lu|n va de xuat Sau khi thy:c hi?n phan tich du Ii?u. c6 7 bien chi
phoi su hdi 16ng cua khdch hdng, gom cdc yeu to huu hinh, dp khd tin. sy ddm bao, sv dong cdm, gid cdm nhgn, djch vy quan h? khdch hang vd pham chat m6i quan h? vd dupe ddn trdi trong 21 thdnh to bien. Cac gid thuyet dua ra deu dupe chap nhgn. Moi quan he giua 7 bien vd sy hdi long ciia khdch hdng dupe the hi?n qua phuong trinh hoi quy sau:
Su hdi long cua khdch hdng = -4.139 + 0.376* Dp khd tin + 0.338* Gid cdm nhdn+ 0.327 *Phdm chdt mdi quan hp + 0.321 *Yeu td hitu hinh + 0.291* Su bdo ddm + 0,261* Su dong cdm + 0.150 *Dich VU quan hp khdch hdng.
Yeu to phdm chat dich vu la quan trpng hon cd trong mpt ITnh vuc co ban chat thay doi theo miia nhu Iinh vuc quan li chu6i cung ling. Vi^c t6 ra c6 nang luc va c6 bieu hi?n on dinh Uong qua trinh cung ung dich vu Id di6u ma khdch hang ki vpng it doanh nghiep. K6t qua thdo ludn dinh tlnh cung cho thdy rdng dp tm cay la mot trong nhirng dihu kipn tien quyet ma khdch hdng se can nhac khi chpn mpt don vi cung cap dich vu quan li chuoi cung ling; do do, miic dp hdi long cua khdch hang ciing di lien voi bien ndy. Day la yeu to dau tien cua su tin cay ma moi doanh nghiep cung cap dich vu phdi co gang thiet lap vol khach hang.
Duoi goc nhin ciia khdch hdng, mpt dich vu dupe cho la dang tin cay n6u hdng hoa dupe bo tri theo trdt tu vd thoi diem hpp li. Tuy nhien, do khong phdi Id ySu to duy nhdt. Ngdy nay, djch vy khdch hdng Id mpt,phan thiet yeu gan ket voi mpt djch vy kha tin ma a do khach hang doi hoi sy quan tam khong ngung doi voi hang hoa ciia hp trong suot thoi gian hgp dong. Noi each khac, do chinh la sy phdn ung nhanh chong vd trp giiip trong suot thoi gian giao dich, thucmg xuyen cap nhdt tinh trgng hang hoa; vd tinh chinh xdc ciia cac ho so co lien quan. N^u cdc yeu cdu do khong duoc luu tam thi chdc chdn khach hdng khong hai long.
Hdu hSt cac khdch hang npi dia la cac cong ty vua vd nho, rat quan tam toi gia. Ben cgnh do, chi phi hgu can xudt nhap khau noi chung va chi phi
qudn li chuoi cung i!rng n6i rieng chiem mpt ti 1? ddng k^ trong tong chi phi ciia doanh nghi?p, dSc bi?t khi chuoi cung img rdi rdc tren nhieu vj tri dja ly, Trong boi cdnh Igm phdt gia tang nhu hi?n nay, vii-c cdt gidm chi phi luon Id uu tien hang ddu ciia mpi doanh nghi?p. Dieu ndy muon noi rdng khach hdng se tim cdch cdn doi gi&a chat lupng djch vu va gid hpp \-^. Nhung khong phdi chi co gid dich vy, gji cdm nhan d day cung nen du<?c hieu Id nhgn thuc ciia khdch hdng ve muc gid trpn g6i ciia mpt dich vy, djch vy c$ng them, vd cdc yeu cau dpt xudt trong nhutig truimg hpfp khong luong trude.
Ngodi gid cd. moi quan he tot giua nhd cung cap djch vy vd khdch hdng cung d6ng mpt vai fro quan trpng doi vdi sy hdi long ciia khach hdng. No khong chi lien quan d6n cdc hogt dpng ma nhd cung c^ can thyc hipn dd thiet lap moi quan hp voi khach hdng, md con lien quan ddn vi?c nhd cung cap ^ vu phai thdu hidu nhu cau cua khdch hang. Dieun^ , rat quan trong trong mpt moi tnrong kinh doanh B2B (doanh nghi?p voi doanh nghiep) ciia VN, inao d6, cdc khach hang npi dja co xu hudng hpp tac voi nhimg don vi ma hg quen biet h o ^ cd moi quan he than thiet. Do dd, vi?c ciing co su than thiet va % tac vdi khdch hdng se giup thiet lap mpt nen tang vimg chac de giu chan khdch hang, sy hai long, va nhat la sy trung thdnh ciia khach bang.
Mac du khach hang cd the nhdn thay nhung no lyc ciia Damco trong vipc gidi quyet cdc khien nai va lang nghe y kien khdch hdng, nhung ho con Id voi% nhieu hon niia ve thai dp than thien va su thdu hieu ciia cac nhan vien Damco. Ngodi ra, viec cham soc khdch hang cung td mpt hdnh dpng xem xet thaudSo lgi ich ciia khdch hdng trong suot thdi gian giao djch. Cy the la. khdch hang phdi la trpng tam cda mpi quyet dinh kinh doanh, vd yen hSt, chdt luong moi quan he cao phdi di tu sy nhiet huyet va su chu dpng, tich cyc ciia nha cung cap dich vu trong vi?c duy tri tinh lien tyc ciia moi quan he do trong suot thdi gian.
Cdc yeu to hiru hinh d day dugc xem Id phan Hw kien ciia mpt dich vu, bao gdm co sd vat chat, trang thiet hi, he thdng vd nhdt Id gidi phap cong nghS thdng tin ddnh cho khach hang. Thdng thuoi^ chfing ta khdng the kiem sodt nhiing gi chdi^ to khdng thdy; nhung hidn nay, khi ngay cdng cd nhieu
] | Q THUONG HI U VA D|CH VU TAI VH
P H A T TRIEN KINH T E
So 266, Thana MUdi Hal nam 2012
ngudi c6 lgi ich lien quan du phan vdo chuSi cung ung trdi dai tren nhieu qudc gia, nhu CEIU nhung thii khd ki6n dd van con la mpt thdch thiic. Vi vgy, neu mpt doanh nghiep cd the cung cap cho klidch hdng nhftng thdng tin minh bgch, ddy dii d6 khdch hdng cd the dl ddng theo doi hdng hda cua hp hien dang d ddu ngdy cung nhu dem vd cdm thay hdi long hem vdi dich vu, thi doanh nghiep dd se cd dugc Igi the rieng. Ddi vdi Damco, cac hoat dpng giao djch tai quay vd cdc he thdng tuong tdc la hai khia cgnh hihi hmh ludn dugc nhan mgnh. Trong khi hogt dpng giao dich tai qudy hen quan den cdc chi tiet nhu each thiet ke qudy giao dich, quy trinh trd hd so, thdi dO vd nang suat ciia nhan vien dimg qudy thi cac h? thdng tuong tdc Igi bao gdm mpi he thong dugc sii dyng lam cdng cu giao ti6p giiia Damco vd khdch hdng thdng qua cdc hinh thiic giao dich nhu dang ky dien tu, hd so dien tu, va trang mang ciia cdng ty, v.v.. Khdch hang ludn chu y d6n cd hai phuong dien ndy bdi chiing ddng vai trd tuong tdc vdi khach hang trong sudt nhiing hoat dgng thudng nhdt. Neu cac hoat dpng giao dich tai qudy khong hieu qua hoac he thdng khdng ldm viec dn dinh, thi nhiing tac d6ng tnic tiep len giao dich dich vu la kho tranh khdi. Do dd, khdch hdng xem cac yeu to hiiu hinh nhu mdt yeu td CQ ban va trgng yeu chi phoi sy hai long cua hg.
Sy bdo dam vd su dong cam la hai yeu td quyet dinh su hdi Idng cua khach hang trong md hinh. Yeu to "su bdo dam" do ludng tinh chuyen nghiep vd kien thiic chuyen mdn ma nhan vien bieu Ip cho khach hang thay; cdn "su ddng cam" de cap den thai do vd sy quan tam lien tuc ciia nhdn vien dSi vdi khach hdng trong sudt thdi gian giao dich. Ca hai ddc tinh nay deu xuat phat tCr phia nhdn vien vd do khdch hang cdm nhdn, danh gia ciing liic vdi viec thyc hien dich vu vd thdng qua sy tuong tdc ngdy qua ngay giua nhdn vien va khdch hang. Khdch hdng se khdng hdi Idng neu nhan vien khdng td cho hg thdy sy tan tuy/trinh do can thiet hoac khdng cung cdp nhiing dich vu chuyen nghiSp. Dieu ndy cdn diing hon nira khi xdy ra nhiing vdn de ngodi dy kien vd khdch hdng cdn dSn su linh hoat ciing nhu nhurig Idi tu vdn tir phia cac nhan vien de giiip hg ddn xkp cdc vdn dh do. Td ra ddng cdm vdi khdch hdng la nham thiSt lap vd duy tri mdi quan he tich cue vdi ho.
Hai nhan to ndy cd mpt ddc tinh chung la deu lien quan den pham ch4t ciia nhan vien dich vu khach hang. Dii cho phdm chat d6 dugc biSu thi bang nang lyc va sy lich thi?p khi thuc hien dich vu, hoac sy linh hogt trong vi?c xir ly cdc van d6, hoac sy nang dgng tich cyc vd nhat qudn trong vi?c cham sdc khdch hang, thi tdt cd cung phu thugc vao nhan vien dich vu khdch hdng, nhirng ngudi tiep xiic tnic tiep vdi khdch hdng thdng qua cac giao dich thudng nhdt. Phdm chat, kinh nghi?m vd ki ndng cua hp se cdn gia tri hgn niia khi cd sy co xdy ra, va can phai dugc xixly.
Dich vy quan he khdch hdng ciing ddng gop vdo miic do hdi Idng ciia khdch hang. Nd bao gdm cac hogt ddng va ddu tu ma mpt cdng ty tien hanh de xay diing va cung cd mdi quan he vdi khdch hang. Ydu td nay phdn anh chi6n lupc nhdm tiep can gdn hon vdi khach hang. Neu cdc dich vu quan he khdch hang khdng dupe thuc hien mdt each nhat qudn, cdng ty khdng the cd dugc mdi quan he tdt dep vdi khach hang. Thdng qua cdc ket qua khao sdt chiing ta cd the thay rang khdch hdng quan tdm den miic dp va each thiic cong ty tiSn hanh cac hogt dgng tuong tdc vdi hp; va neu nhu ki vpng cua khach hang khong dupe dap ling thi miic dp hai long cua hg chac chan se gidm sut.
Tdm lai, sg hdi long ciia khdch hdng da Id mpt khai niem quan trpng trong cd cdc cdng trinh mang tinh hpc thuat lan thuc tien kinh doanh. Dac biet trong mdi trudng canh tranh gay gdt va toan cau hda nhu hien nay, su hai long ciia khdch hang cdn phdi dugc chii y hon cd. Ci khia canh nay, nghien ciiu da cung cap cho ngudi dpc cdi nhin sau hon ve su hai Idng ciia khdch hdng trong linh vuc dich vu qudn li chudi cung ung, mgt trorlg nhung dich vu nang ddng nhung cdn non tre ciia thi trudng hau cdn xuat nhap khau ciia VN.
Ngodi ra, nghien ciiu cd nhieu hgn che nhat dinh. Thu nhat, dii heu nghien cuu khdng the dap ung nhiing gid dinh ve mdi quan he hdi quy tuyen tinh. Thii hai, giiia cac nhan to trong md hinh cd hien tugng tu tuong quan, chdng han nhu giua "su bdo dam" va "sg hdi long ciia khdch hdng". Nhung gidi hgn ndy cd the Idm gidm dd khd tin ciia cac udc lugng trong md hinhB
THUONG H I $ U V A D | C K V I ; TAI VN 1 1
PHAT TRIEN KINH TE
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