Cac yeu to marketing tac dong den nang lu'c duy tri khach hang
cua cac doanh nghiep ban le tren dja ban TP. Ho Chi Minh
PHAM HGNG CCfCJNG"
Tom tat
Thong qua dieu tra 442 phieu khdo sal ddi vdi ngUdi tiiu ddng trin dia bdn TP. Ho Chi Minh ve cdc yi'u td marketing tac dgng di'n ndng lffc duy tri khdch hdng cua cdc doanh nghiip bdn le tren dia bdn, nghien cffu xdc dinh 5 yi'u to marketing co ldc dgng di'n ndng luc duy tri khdch hang cda cdc doanh nghiep bdn le tren dia bdn TP. Ho Chi Minh nhu sau: (1) Danh tieng; (2) Vi tri ddt diem phdn phdt; (3) Nhdn luc; (4) Ndng lUc xuc tii'n; (5) Gid cd cgnh tranh. Tff do, bdi viet di xudt mgt sd gidi phdp nham ndng cao hogt dgng marketing cua cdc doanh nghiip bdn le d TP. Ho Chi Minh di'n ndm 2025.
TH khoa: marketing, doanh nghiip bdn le, TP. Hd Chi Minh
Summary
Through a survey of 442 consumers in Ho Chi Minh City, the study identifies five marketing elements that affect customer retention of retail businesses in the City, including (1) Reputation;
(2) Place; (3) People; (4) Promotion: (5) Competitive price. From this finding, the article proposes a number of solutions to improve the marketing activities of local retail businesses up to 2025.
Keywords: marketing, retail business. Ho Chi Minh City
G\6\ THIEU te' marketing tac dong dS'n viec duy tri khach hang cua cac doanh nghiep ban le tren dia ban TP. Ho Chi Minh Thi trifdng bdn le d TP. H 6 Chi Minh la v6 cung can thie't trong lg trinh chinh phuc ^khdch dang diln ra rat soi dgng va tren da phdt hang, tiJf dd, nang cao hieu qud kinh doanh cua cdc trien vtfdt bac vdi_doanh thu bdn le cua doanh nghiep bdn le tren thi tnfdng TP. Ho Chi Minh.
Thanh pho luon dan d^u d mdc cao nhat
ca nifdc va dif kie'n se tie'p tuc bung no CO §Cf LY THUYET VA MO HINH NGHIEN trong thdi gian tdi. Gdp phan vao sd phat COU DE XUAT
trien vifdt bac ciia thi trddng ban le thanh
pholasu'kethdpcuanhieuyeu to VI mo Crfsdiy thuyd't va vi md bao gom: moi trddng vi mo on Hogt dong bdn le
djnh; miJc song ciia ngddi dan thanh pho Theo Kotler & c6ng sif (2000), bdn le bao gom tat luon d mfc cao cua ca nddc va dac biet cd nhu'ng hoat dong lien quan den viec bdn hang hda la gidi tre d TP. Ho Chi Minh dang thudc hay dich vu trdc tiep cho ngirdi tieu dilng cuoi ciing de nhom cif dan co mtfc song ngay cang cao hg siV dung vao mtic dich cd nhan, khdng kinh doanh.
va chi tieu cho tieu dung ngay cang dd Moi to chdc lam cdng viec bdn hang nay, cho du la dang hdn. ngifdi sdn xua't, ngddi bdn si^hay ngifdi ban le, deu la Chinh vi vay, viec van dung cac kenh lam cong viec ban le, b3't ke la hang hda hay dich vu marketing cang cd y nghia quan trong dd dddc bdn nhd the nao (trdc tiep, qua bdu dien, qua f^oi vdi Slf phdt trien cua cac tap doan dien thoai hay mdy td dgng ban hang) hay chting dddc ban le trong va ngoai nddc. Xua't phdt td ban d dau (tai cii'a hang, ngoai pho hoac tai nha ngddi tfii/c trang nay, viec nghien cdu cac ye'u tieu dung).
'Tri/dng Dai hpc Ngoai thu'dng
^gay nh$n bai: 20/03/2020; Ngdy phdn bien: 22/04/2020; Ngdy duyel ddng: 23/04/2020
157
HIMH: MO HINH NGHIEM C d U DE X G A T
Cdc nhom tac gia Patrick M. Donne, Robert F.
Lusch & David A. Griffith (2002) da tuygn bo rang, ba't ky cong ty nao ban san pham hoac cung cap dich vu cho ngddi tieu dting cuo'i cting deu thdc hien chdc ndng bdn le, ba't ke cong ty ban sdn pham cho ngddi tieu dilng cuo'i cung d cda hang hay bdn thong qua thif tif, qua dien thoai, qua tivi, qua cdc thong tin thu'dng mai, qua internet, giao hang tan ndi (door to door) hoac qua may ban hang tif dong. TS't ca cdc hoat dgng tren deu hen quan de'n bdn le.
Biplab. S. Bose (2007) da dinh nghia "hoat dgng bdn le" la tap hdp mgt chuoi cac boat dgng marketing difdc thie't ke' de mang lai sd hai long cho ngu'di tieu dung cuo'i cung nham de duy tri ldi nhuan cho doanh nghiep td khach hang mang lai, bdng each cai tie'n cha't lifdng lien tuc d tat cd cac khia canh co lien quan den hoat dgng ban hang hoa va dich vu. Dong thdi, Biplab.
S. Bose. (2007) cung nhan dinh: "Bdn le la mdt trong nhdng nganh cd quy md ldn nha't va dang du'dc thifc hien thong qua hai hinh thdc khac nhau. td chdc ban le theo phddng phap truyen thong va t6 chdc tru'c tuye'n".
Marketing bdn le
Theo Rahim va cgng si/ (2012), sd hai long ctia khach hang, ddn tdi duy tri khdch hang la ye'u to' trgng tam quan trgng cho cac chddng Irinh marketing hieu qud. Trong do. marketing hon hdp ndi chung va trong nganh bdn le ndi rieng difdc hteu co nhdng ye'u to'sau:
San pham (Product); Chie'n ludc gia (Price); Chie'n ludc mang liidi kgnh phan pho'i (Place); Chie'n lifdc xdc tig'n hdn hdp (Promotion); Chie'n Iddc quan ly con ngifdi (People); Quy trinh cung dng dich vu (Process);
Yeu to' vat cha't (Physical evidence); Ye'u to' nang sua't va cha't lifdng (Productivity and Quality).
Cdc md hinh nghien cffu ve marketing bdn le Nghien ctfu cua Kushwaha, G. S., & Agrawal, S. R.
(2015) thong qua khdo sdt khach hang d 20 he thd'ng sigu thi nham xay difng mo hinh cac ye'u to' cua hoat dgng marketing 7Ps tac dgng de'n khach hang d An Do.
Kg't qua nghien ciid cho thay, 4/7 ye'u tdcua marketing
sieu thi bao gdm: con ngddi, quy trinh, vi tri phan phdi va nhdng yeu td vat chat hdu hinh.
Ben canh dd, nghien cdu cua Azeem, S., & Sharma, R. R. K. (2015) dddc thifc hign vdi cugc khao sdt 210 quan ly lam vide tai 4 dang he thdng ban le, ke't qua da khdm pha 11 ye'u td marketing bdn le cd tde dgng d cdc kieu loai hinh he thdng ban le gdm: cha't Iddng, do dai danh muc san pham, boat dgng tai diem ban, gia ca canh danh. khu vifc san difng bay rgng ldn; xuc tien sdn pham; chddng tnnh khach hang dian thie't; quan ly nhan sd, boat dgng trufng bay va cdc hoat dOng van hanh.
Dda vao cdc ly thuye't noi tren, tac gid de xua't mo hinh nghign cdu cac ye'u to' marketing tac dgng de'n nang life duy tn khdch hang cua cac doanh nghiep bdn le trgn dia ban TP. Ho Chi Minh nhd Hinh.
Phtfdng phap nghi§n cu'u Tac gia su'dung phu'dng phdp nghien cdu dinb lifdng nham do hfdng cac yg'u to'marketing tde dgng de'n nang ldc duy tri khdch hang ciia cdc doanh nghigp ban le tren dia ban TP Ho Chi Minh.
Dli hgu nghign cdu dddc thu thap thong qua bang khao sat ngifdi tieu dung sdng tren dia ban Thanh pho'. Theo do, tac gia thiJc hien khdo sdt cdc do'i tddng td thang 11-12/2019, vdi tdng sd phieu khao sat phat ra la 442 phie'u, ke't qua hoi dap la 430 phieu (datty Ie 97,29%). DC lieu sau khi thu thap ve da tie'n hanh loai bo 40 phig'u khdo sat do khong thoa man yeu cau cua tieu chi chgn mau du'a ra, ngn tong so'phig'u chinh thitc hdp le dddc dda vao ngbien cdu la 390 phie'u.
KET QUA NGHIEN CLfU
Fhan tich he so tin cay Cronbach's Alpha Ke't qua Cronbach's Alpha cua thang do cdc ye'u to' marketing tac dgng den nang ldc duy tri khach hang cua cac doanh nghiep bdn le tren dia ban TP.
Ho Chi Mmh cho thay, cac bie'n co he so tifdng quan bie'n - tong deu ldn hdn 0,3 va dat tieu chuan chgn. Cac thang do diu he sd Cronbach's Alpha > 0,6 (Bang 1). Nhd vay, tat ca cdc bie'n do Iddng deu difdc si! dung trong phan tich ye'u td khdm phd (EFA) kg'tie'p.
Phan tich EFA
Phdn tich EFA cua bii'n dgc Igp Sau khi kiem tra do tin cay ciia thang do va loai bo cdc bie'n do lu'dng khong
hien ma han xoay EFA de xdc dinh xem cac bien dinh Iddng trong tdng thang do c6 pban bigt vdi cic thang do khac hay kh6ng. Dong thdi danh gia xem cdc bie'n do ltfdng trong cac thang do cd hgi tu vdi nhau bay khong. Ma tran xoay EFA dddc thdc bien vdi hg sd tdi ye'u td (Factor Loading) = 0,5 va phep trich ye'u to' la Principle Component Analysis (PCA) vdi phep quay vuong gdc Varimax.
Sau khi thdc hien ma tr|n xoay EFA, ta Ioai difdc bie'n quan sdt VT21 do bie'n quan sat nay khdng thoa man he so' tai yeu td (Factor loading = 0,5). Du'a vao Bang 2, ta diay tti sd KMO la 0,792 nam trong khoang til 0,5 < KMO < 1 cho tha'y difdc Slf tbicb hdp ciia cac phan tich EFA.
Gia tri Sig. = 0,000 (< 0,05) chdng td cdc bien cd tddng quan vdi nhau trong yg'u td. He so' Eigenvalue cua cdc big'n dgc Bp la 1,051 (>1), tlf do cho tha'y dddc so lu'dng ye'u to' sau khi phan tich EFA la 7 yen to. Dong thdi, tdng phu'dng sai inch la 63,921% (> 50%) chdng lo mo hinh EFA la phu hdp. Sau khi danh gid ma trSn xoay thong qua cdc tieu chi va loai cac big'n quan sdt khdng phil hdp, tac gia lien banh dai ten cho cdc ye^u id mdi nay the bien trong Bang 3.
Bang 3 cho tha'y, cdc ye'u td trong cung mgt tbang do hgi tu va gida cac tbang do co sif phdn biet vdi nhau. Dong tbdi, ghi nhan dddc 7 ye'u td va 26 bie'n quan sal.
Phdn tich EFA cua bie'n phu thuoc Ke't qua phdn tich EFA big'n phu thtioc cho tbd'y, tri sd KMO la 0,709 (thg' hien stf thicb hdp cua cac phan tich EFA.
Gia tri Sig. = 0,000 (< 0,05) cho thay, cac bien co tifdng quan vdi nhau trong ye'u to. He sd Eigenvalue ciia bie'n phu thudc nay la 2,234 (> 1), tdng phddng sai trich la 55,860 (> 50%) chdng to mo hinh EFA la pbu hdp.
Ddng didi sau khi thifc hien ma trdn xoay ye'u td cho bie'n phu thugc ta thu difgc cdc ye'u td hoi tu vdi nhau trong cilng mgt tbang do va cac bie'n quan sat TT31, TT32, TT33 deu cd he so'tai ye'u to (Factor Loading) > 0,5. Td dd cho Ehay, cdc big'n quan sat nay deu phu hdp de dda vao chay tddng quan va hdi quy d btrdcke'tig'p.
PhSn tich h§ s6'tu'dng quan Pearson Sau khi lie'n hanh kiem tra tu'dng quan Pearson cho cdc yg'u to', ta tha'y cdc ye'u to cua_ bie'n dgc lap deu co tddng quan vdi ygu tdciia bie'n phu thugc ngoai trd
BANG I: KET QGA PHAN TICH DO TIM CAY THANG DO C(JA c A c BIEN DOC LAP Bi^n Tmng binh thang do
n&'u loai biSn Phiytfng sai neu lo^i bi&'n
Ttfdng quan bien - td^ng
Cronbach's Alpha n€'u lo^i bien 1. NSng lire xtic tife'n (XT) - Cronbach's Alpha = 0,783
XT4 XT5 XT6 XT7
10,96 10,70 10,77 11,03
2,549 2,617 2,435 2,660
0,525 0,609 0,511 0,491
0,681 0,641 0,693 0,700 2. Nang lij'c phan phoi (PP) - Cronbach's Alpha = 0,746
PP8 PP9 PPIO
5,69 5.51 5,41
2,040 1,942 2,305
0,499 0,691 0.545
0,759 0,521 0.693 3. Gia ca ctinh tranh (GC) - Cronbach's Alpha = 0,784
GCIl GC12 GCI3 GCI4
7,66 7,95 7,99 7,13
5,383 5,031 5,059 5,956
0,580 0,733 0.734 0.367
0,737 0,659 0,660 0,848 4. Danh tie'ng (DT) - Cronbach's Alpha = 0,736
DTI5 DTI6 DTI7 DTI 8
11.28 11,08 11,21 11,12
2,893 2,801 3,191 3,410
0.491 0,635 0,523 0,479
0,705 0,611 0,680 0,704 5. Vi tri dSit di^m phkn ph6'i - Cronbach's Alpha - 0,704 VTI 9
VT20 VT21 VT22
11,06 11,04 11,71 11,19
3,176 3,152 3.578 3,180
0,667 0,700 0,284 0,572
0,610 0,594 0,840 0,658 6. Nhan life (NL) - Cronbach's Alpha = 0,761
NL23 NL24 NL25 NL26
11,53 11,64 11.74 11.79
3.396 2.905 2.932 3,044
0,482 0,665 0,576 0,521 7. Kha nang triftig bay san pham (TB) - Cronbach's A TB27
TB28 TB29 TB30
9,77 10.12 9,94 9,98
3,980 4,565 4,205 4,971
0,623 0,585 0.602 0,550
0,743 0,646 0,695 0,726 Ipba = 0,781
0,7)0 0.728 0,720 0.748 8. Duy tri khach hang (TT) - Cronbach's Alpha = 0,721
Tr3i TT32 TT33 TT34
11,12 11,48 11.09 11.58
2.750 2,698 3.031 2.933
0,582 0,520 0.578 0,392
0.616 0,654 0.631 0,735
159
BANG 2: KET QUA PHAM TICH EFA BIEN DOC LAP Cac tieu chi
He sfl' Kaiser-Mever-Olkin
Ki^m dinh Bartlett
Chi-Square df Sig.
Tong phtfcfng sai trich Trj so' Eigenvalue tha'p nha't
Gia tri 0,792 3922,875 325 0,000 63.921 1,051 BAMG 3: KET QUA PHAN TICH MA TRAN XOAY BIEM DOC L^P BiS^n dflC l^p
Gia ca canh tranh
Kha nang trtfng bay san ph^m
Nang Itfc xiic tie'n
Nban Itfc
Vi tn' djt diem phan ph6'i
Danh tie'ng
Nang Itfc phan pbfi'i Big'n GC13 GC12 GCll GC14 TB27 TB29 TB28 TB30 XT5 XT4 XT6 XT7 NL24 NL25 NL26 NL23 VTI 9 VT20 VT22 DT16 DT18 DT17 DTI5 PPlO PP9 PP8
Thanh phin 1
0,868 0,857 0,751 0,585
2
0,789 0,771 0,764 0.721 3
0,736 0,716 0.704 0,675 4
0.792 0,775 0,743 0,639
5
0,873 0,865 0,759
6
0.714 0,702 0.66^
0,622 7
0,858 0,825 0,611 MgiK
bie'n PP (Nang ldc phan phdi) khong cd tddng quan do he sd Sig. = 0,143 (> 0,05). Dieu dd chu'ng to rdng, bie'n Nang li/c phan phdi khdng gdp phan lam tang khd nang duy di khdch hang tai cdc he thdng ban le, cho nen bien quan sat nay se dddc loai trtfde ldu dtra vao chay hoi quy cho cac bie'n quan sat con lai (Bdng 4).
Kig'm tra s\i phu hdp cua mo hinh
Sau khi thdc hien hdi quy cho cac bien dinh Iddng con Iai, ta thu dddc he so' Durbin - Watson la 2,079 nam trong khoang td 0 - 4 cho tha'y, cdc sai sd khong c6 tddng quan chudi bac nhd't vdi nhau. Dong thdt gia tri R- hieu chinh = 0,236 cho tha'y, tai ihdi diem dg'n hanh khao sat cac bie'n dinh Iddng tac dgng khoang 23,6%
de'n bie'n phu thugc. Mac du md'i tu'dng quan nay yg'u.
nhu'ng vin khdng dinh dddc rang, cdc yeu td mdi gdp phan tde dgng dg'n cdc hanh vi mua sam cua ngifdi dan tai cdc he thoang ban le.
Ke't qua hdi quy tuyg'n tinh da bie'n Bang 5 cho tha'y, he sd Sig. cua cac bie'n TB (Kha nang truing bay san pham) CO he sd Sig. = 0,326 > 0,05 chdng to rang cac yg'u to' nay khdng gdp phan tde dgng de'n hanh vi mua sam lai cac he tho'ng ban Ie cua ngddi dan. Dong thdi, nhin vao he so' hdi quy chuan hda Beta cua cac big'n dgc lap con Iai, ta tha'y cd 5 bie'n dgc lap anh hddng de'n bie'n phu thuoc theo mdc do gidm dan nhd sau:
DT, VT, NL, XT, GC. Dong nghTa la, 5 yg'u to' marketing la: Danh tie'ng, Vi tri dat diem phan pho'i, Nhan liic, Ndng ldc xiic tig'n, Gid ca deu tac dgng dg'n Nang Idc duy tri khach hang cua cdc doanh nghigp bdn Ie trgn dia ban Thanh pho'.
Ben canh do, dtfa vao he so' VIF ta thay cac gia tri d^u < 2 cho tha'y, khong cd hien tddng da cgng tuye'n.
KET LUAN VA MOT SO DE XUXT Ke't qua nghign cdu xac dinh 5 yg'u to' marketing cd ldc dgng de'n nang ldc duy tri khach hang cua cdc doanh nghiep ban le tren dia ban TP. Ho Chi Minh theo thd tiT giam dan nhif sau: (I) Danh tie'ng; (2) Vi tri dat diem phan phdi; (3) Nhan lu'c; (4) Nang ldc xuc tie'n; (5) Gid cd canh tranh.
Theo do, nham hoan thien hoat ddng markedng cua cac doanh nghiep ban le lai TP. Ho Chi Minh de gia tang nang lu'c duy irl khdch hang, can thdc Men cd hieu qua mgt so' nhom giai phdp sau:
Nhdm gidiphdp ve tdng danh tii'ng cua cac doanh nghiip bdn Ie
Be tao dddc danh tie'ng va uy tin trong long khdch hang ddi hoi doanh nghiep phai lien iuc thtfc hien phdi hdp cac hoat dgng marketing nham tang dd nhan dien thtfdng hieu cua khach hang.
Ddc biet, cdc he thdng ngn chu trgng den hoat dgng gid tri gia tang cho khach hang than thie't va tang tinh mat thie't vdi khdch hang thdng qua cdc boat dgng quan hg khdch hang va cham sdc khdch hang than thiet. Ngoai ra, moi doanh nghigp ban Ie deu co mgt chie'n lu'dc rigng de dinh vi cho thtfdng hieu cua minh gan hen vdl thddng hieu do, nhtf; gid re tha'u hieu la ban cua khach hang, chu trgng trai nghiem..., thi cdc he thdng nen nhat quan va thtfc Men tdi nhdng dinh hddng chien Itfdc cua minh trong thdi'oian tdi
De khdch hang nhd ddn va mua sim tai he thong ban le, doanh nghiep cin
day manh dau td xay dtfng bd nhan dien
\iB thdng vdi sd ddng bd trong tilng chi tii't til nhd den Idn tao ngn tinh chuyen nghiep, tinh khde biet va dac biet cho cii'a hkg. Td trang di bgn ngoai va ben^trong he thdng, logo cdng ty, mau sdc chu dao, khau hi$u, phtfdng cham kinh doanh de'n irang phuc cua nhan vien de'n cdc chi tie't nho hdn nhtf tui ddng hang hoa, hoa ddn, the mua hang... cin dtfdc ddng bg va tao nen d^u an rigng. Cdc boat dgng xdc tien khac, nhtf: tang kem hang khi mua hang h6a bS't kii hoac loai hang hoa khac, tang pham khi cd hda ddn cd tri gid Idn... cQng la mgt trong nhiJng hmh thdc nham tdng dp nlian dien thtfdng hieu cd the ap dung cho hS thdng ban le.
Nhom gidiphdp ve vi tri phdn phoi Stf phan bo' va quy md cua cac he thdng bdn le tai ngi do TP. Ho CM Minh dang gdy khd khdn cho cdc doanh nghiep, nhif: gid da't thue cao va dang tang rat nhanh. Dg' cd dtfdc vi tri to't cho dau td mot tmng tam bdn le khong con la vigc dl d^ng. De' cd the khai trtfdng cdc die'm phan phd^i va md rgng phdt trien kinh doanh cting nhtf co cho ddng vdng vang trong he thd'ng ban le lai thi Irtfdng TP.
Ho Chi Minh, cdc doanh nghiep trong nifdc can dau ttf bai ban va cd quy mo ca ve chit lu'dng cua cdc cda hang cung nhd sd ltfdng cac cda hang cua chuoi. Ngoai ra, dia dilm phdn bd cua cac diem ban cung cin dtfdc chu trgng. Ngoai tap trung VJlo mgi sd quan ngi thanh cu, thi khu vtfc lan can vdi dem nang dtfdc du" bdo se phdt trien trong ttfdng lai cQng la cac khu vtfc cd the khai thdc tdt khi diu ttf dat dia die'm cua he tho'ng bdn le, nhdng quJin nay hign nay cd nhidu cac khu do thi mdi, khu chung cd, cdc trtfdng dai hgc t3p tmng mot Iddng dang ke khdch hang.
Mat khde, chi phi thug mat bang d cac quan nay tha'p hdn nhieu so vdi cdc quan noi thanh cu.
Nhom gidiphdp vephat trien nhan Iffc Tieu chua'n hda dgi ngij nhdn vign la cong viec quan trgng trong quan tri nhan stf cua cdc he thdng ban le. Nhan vien trong chudi he thdng ban le caned nhtTng khda dao tao ve dich vu khdch hang, thai do phuc vu, svi dung cdc dng d(ing cua cong nghe thdng tin trong quy 'f'jph cung cap dich vu cho khach hang...
i3e hilu ro vd dam bao nhifng yeu cau cua ctj-a hang cung nhtf dam bao cho hoat ddng cua hg thdng dtfdc van hanh dung vd hieu qua
BANG 4: K E T Q U A PHAN TICH HE SO TCTCiNG Q O A N PEARSON
TT(Duy tri khach hang)
XT (Nang Itfc xiic
tien)
PP (Nang Itfc phan pbfi'i)
GC (Gia ca e^nh tranh)
DT (Danh tie'ng)
VT (Vi tri dat diem phSn phfl'i)
NL (NhSn Itfc)
TB (Kba nang trirtig bay san pham]
H^ s6' Pearson Sig.
(2-tailed) N Hes6' Pearson
Sig.
(2-tailed) N H^sfi' Pearson
Sig.
(2-tailed) N H6sfl' Pearson
Sig.
(2-tailed) N He so Pearson
Sig.
(2-tailed) N He so' Pearson Sig.
(2-tailed) N H^s6' Pearson
Sig.
(2-lailed) N H6so Pearson
Sig.
(2-tailed) N
TT 1
390 0,323"
0,000 390 -0,074 0,143 390 -0,133"
0,009 390 0,374"
0,000 390 0,341"
0,000 390 0.2S7"
0,000 390 0,176"
0.000 390
XT 0,323"
0.000 390 1
390 -0,084 0,096 390 0,021 0,677 390 0,548"
0.000 390 0,283"
0,000 390 0,248"
0,000 390 0,253"
0,000 390
PP -0,074
0,143 390 -0,084 0,096 390 1
390 0.443"
0,000 390 -0.014 0,785 390 -0,008 0,880 390 0,093 0,06S 390 0,080 0,117 390
GC -0,133"
0,009 390 0,021 0,677 390 0,443"
0,000 390 1
390 0.069 0,173 390 0,012 0,8!2 390 0,089 0,080 390 0,109' 0,032 390
DT 0,374"
0,000 390 0,548"
0,000 390 -0,014 0,785 390 0,069 0,173 390 1
390 0,393"
0,000 390 0,265"
0,000 390 0,287"
0,000 390
VT 0,34!"
0,000 390 0,283"
0,000 390 -0,008 0,880 390 0,012 0,812 390 0,393"
0,000 390 1
390 0,316"
0,000 390 0.19I"
0,000 390
NL 0,287"
0.000 390 0,248"
0,000 390 0,093 0,068 390 0,089 0,080 390 0.265"
0,000 390 0.316"
0,000 390 1
390 0,177"
0,000 390
TB 0,176"
0,000 390 0.253"
0,000 390 0,080 0,117 390 0,109' 0,032 390 0,287" 0,000 390 0,191""
0.000 390 0,177"
0,000 390 1
390
•^". Correlation is significanl at the 0.01 level (2-tailed).
Nguon, K^t qua nghien cUu ti
Mat khac, ngoai dao tao nhan vien thong thirSng, can chu trong den dao tao ddi ngu nhan vien marketing chuyen nghiep, nhOng ngudi chju trach nhiem cho viec len ch]6'n luoc marketing, xuc tien cac hoat dong marketing noi chung va bp cong cu marketing mix ndi rieng nham tang kha nang canh tranh cua doanh nghiep.
161
BANG 5: KET QUA PHAM TICH HOI QUY TGYEN TINH DA BIEN M6 hinh
B
1 HSng so XT GC DT VT NL TB
H^s6' chtfa chu^n boa Sai sd'chuan
1.639 0.125 -0.123 0.190 0.148 0.151 0.037
Beta 0,242 0.057 0.032 0.054 0.043 0.046 0.037
He so' da chuan hoa
0.118 -0.170 0.198 0,173 0.157 0,046
'
6.766 2.199 -3.795 3,509 3.478 3.284 .984
Sig.
Hes6' Tolerance
0.000 0,028 0.000 0,001 0.001 0.001 0.326
Da cflng tuyen VIF
0.678 0.980 0.618 0,791 0.856 0,886
1,476 1.021 1.618 1.265 1.168 1,129
Nhan vien cung nhd cac cd'p quan ly cua he thd'ng bdn le hien dai cdn difOc tuyen dung theo yeu cau va lieu chuan ihd'ng nha't de co the dam bao du'dc mgt dgi ngu nhan vien ddng deu va ddp dng yeu cau kinh doanh cua he thong. Doanh nghiep can co cd che dai ngg phu hop nham thu hut nhan vien cGng nhu' can bg quan ly gidi, tan tuy, co kha nang va dap dng dddc yeu can cong viec.
Nhdm gidiphdp ve ndng lUc xuc tii'n Ve nang ldc xdc tien, hoat dgng marketing cua cdc he thdng bdn le nen ke't hdp nhieu phddng Ihdc marketing lai vdi nhau va tan dung xu the cua marketing ky thual so'hien dai can tan dung cdng nghe 4.0 ke^l hop vdl nhiJng thong tin nghien cdu thi tnfdng ve nhu cau cua khach hang Qua do ndm dddc nhdng Irao lu\i hoac nhii'ng dieu ma khach hang dang quan lam tdi de cd nhii'ng y tu'dng sdng lao nham truydn Ihdng ha'p dan khdch hang.
Ben canh viec ldc dgng vao khdch hang thong qua cac y tddng truyen thdng sdng tao, viec tang linh trai nghiem cua khdch hang va ban hang trdc tiep ciing la mdt giai phdp giup cho khdch hang lien gan hdn den vdi he Ihdng ban le cua doanh nghiep.
Doanh nghiep con co the iien ket vdj cdc san ihddng mai dien td hoac cdc td chu'c giao nhdn nham tan dung cdc kenh marketing cua hg de quang cdo, iruyen Ihong cho diu'dng hieu cua minh, ddng thdi cung tie'p can, giao hang cho khdch hang mgt cdch nhanh chong.
Nhdmgidiphdp vigid cd cgnh tranh Ddi vdi cac khdch hang cd thu nhap tu'dng ddi cao hien nay tai khu vdc TP.
Ho Chi Minh, gia ca khdng phai la vd'n de dat len hang dau ma la cha't Iddng.
Tuy nhien, do'i vdi do'i tddng khach hang la ngddi dan co mdc thu nhap trung binh - kha, hg phdi can nhac gid ca khi mua sdm chi tieu hang hda cho gia dinh vi y6'u td'nay lien quan tdi thu nhap, mdc sd'ng va rd't nhieu yeu id' khde. Do dd, cdc doanh nghiep ban Ie khi dinh gid cdc san pham can co sif linh toan kheo leo.
Cdc hang hoa khong phai hang tieu ddng thie't ye'u, thi mdc dinh gia chenh lech so vdi gia 6 thi trufdng binh thddng cd the lang cao hdn; dd^i vdi hang ti6u dilng thiet ye'u, gia ca khong nen chenh lech qud ldn so vdi ben ngoai. Ngoai ra, cac he thd'ng nen dinh gia theo chig'n lu'dc gid hon hdp de ngddi dan se tha'y tien Idi td cac dich vu di kem cua h€ thd'ng va hinh thdnh thdi quen mua sam d cac he thdng ban Ie, td do bd qua yeu to' gid ca cao. Phan biet gid la giai phdp thich hdp cho cdc he tho'ng bdn le de viia dam bdo ldi nhuan tiep tuc kinh doanh, viia duy tri dn dinh dddc Iddng khach hang trung thanh de tranh tinh trang doanh thu chenh lech giifa cdc thdi ky qud ldn va khong dn dinh.G
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