TRNG I HC M TP.

HCM KHOA QUN TR KINH DOANH ***

QUN TR DCH V CNG

ThS.NGUYN KIM ANH ThS.NGUYN VN LONG

Tp.HCM 2010

TRNG I HC M TP.HCM KHOA QUN TR KINH DOANH ----------------- CNG MN HC

QUN TR DCH V CNG

THNG TIN TNG QUT V MN HC
1. Mc tiu ca mn hc: Trang b cho hc vin nhng kin thc cn bn v qun tr dch v cng, mt ngnh mi trong cng cuc ci cch hnh chnh ca Vit Nam. Mn hc cp n t khi nim v dch v cng n cc hot ng tc nghip vn hnh mt h thng dch v v phng thc, cc tiu ch nh ga cht lng cng nh nng sut. Sau khi hc mn ny sinh vin s: Nm vng khi nim v dch v cng cng nh vai tr ca dch v ny trong pht trin kinh t- x hi. Thit lp chin lc trong dch v trong mi trng cnh tranh Thit k v pht trin dch v v h thng vn phng. nh v a im v b tr mt bng. Qun l cht lng dch v v ci tin lin tc. Nng sut v o lng thnh qu. 2. Yu cu ca mn hc: hc tt mn ny sinh vin cn trang b trc nhng kin thc v : Phng php nh lng: M hnh tn kho, m hnh vn ti Marketing c bn hiu v mi lin quan gia sn xut v kinh doanh, th trng Do ni dung mn hc c thit k t khi qut n chi tit, nhng vn trnh by chng trc s tip tc c vn dng chng sau nn nu sinh vin d gi ging lin tc theo lch ging v lm y bi tp th s d dng nm bt c nhng vn ch yu ca mn hc. Ngoi ra vic tho lun vi cc bn cng hc cng rt hu ch v s khng phi mt qu nhiu thi gian t tm hiu. 3. Thi lng ca mn hc:

Qun tr vn hnh l 1 hc phn 3 n v hc trnh (45 tit) c phn b nh sau : S tit l thuyt : S tit bi tp v bo co chuyn : S tit t hc c hng dn: 4. Phng php ging dy: Phng php ging dy ch yu c p dng l ging l thuyt, hng dn gii bi tp kt hp vi nghin cu h thng dch v cng. 5. nh gi kt qu hc tp: Bi tp, tho lun, kim tra trong qu trnh hc: 0% tng im Bi thi ht mn : 100% tng im. (bi thi trc nghim). 6. Hc liu : Sch : 1. Service Management and Operations Cengiz Haksever Barry Render Roberta S.Russell Robert G.Murdick, Prentice Hall 2000. 2. Doanh nghip dch v, nguyn l iu hnh Christine Hope Alan Muhleman Nh xut bn thng k 2001. 3. Ti liu hng dn hc tp mn Qun l dch v - Nuyn Kim Anh nh Nam, Ti liu lu hnh ni b ca Trng i hc M TPHCM, nm 2007. 4. i mi cung ng dch v cng Vit Nam inh vn n - Hong Thu Ha - Nh xut bn Thng k, H Ni 2006. Ngoi cc loi hc liu k trn sinh vin c th tham kho bt k cun sch Qun tr dch v v iu hnh no bng ting Vit hoc bng ting Anh. 45 0 0

7. Phn b thi gian ging dy

Phn l thuyt 1. Khi nim dch v cng - Bn cht ca dch v cng 2. Chin lc trong dch v v cnh tranh 3. nh v v tip th trong dch v 4. Thit k v pht trin dch v v H thng dch v phn phi 5. nh v a im v b tr mt bng 6. Qun l cu v cung trong dch v 7. Cht lng trong dch v v ci tin lin tc S tit 6 3 3 3 3 3 3

8. Nng sut v o lng hiu qu ca dch v 9. Mt s cng c tan hc ng dng trong dch v Tng s tit l thuyt Phn bi tp Ch 5 Ch 6 Ch 8,9 Ch 10 Sinh vin thuyt trnh hoc nghe bo co chuyn n tp Tng s tit bi tp Phn t hc c hng dn Gii p thc mc Tng s tit c mn hc NI DUNG CA MN HC

3 3 30 3 3 3 6

15 0 45

1. Vai tr ca dch v trong x hi Mc tiu yu cu : phn ny gii thiu cho sinh vin bit khi nim v dch v cng v vai tr ca dch v cng trong nn kinh t trc khi i vo nghin cu cc vn ca qun tr dch v cng. Chng ny cng nu bn cht ca dch v cng. Ni dung chnh : Khi nim c bn v dch v cng Vai tr ca dch v cng trong nn kinh t Cc l thuyt gii thch v s tng trng ca dch v Bn cht ca dch v cng Nhng kin thc ct li cn nm : Vai tr ca dch v trong nn kinh t Cc l thuyt gii thch v s tng trng ca dch v 2. Chin lc trong dch v v cnh tranh Mc tiu yu cu : hiu c chin lc v m hnh chin lc dch v cnh tranh. Ni dung chnh :

 M hnh ga tr ca dch v Chin lc ca t chc M hnh chin lc dch v cnh tranh Nhng kin thc ct li cn nm : M hnh ga tr ca dch v Chin lc ca t chc M hnh chin lc dch v cnh tranh 3. nh v v tip th trong dch v Mc tiu yu cu : S kt hp gia marketing v iu hnh, s khc bit gia marketing hng ha v dch v, marketing phi hp. Ni dung chnh : S kt hp gia marketing v iu hnh S khc bit gia marketing hng ha v dch v Marketing phi hp. Nhng kin thc ct li cn nm : S khc bit gia marketing hng ha v dch v Marketing phi hp. 4. Thit k v pht trin dch v - H thng dch v phn phi Mc tiu yu cu : Vai tr ca thit k dch v v qui trnh thit k. Ni dung chnh : Vai tr ca thit k Thit k cht lng v dch v Cc nguyn tc thit k dch v Qui trnh thit k Nhng kin thc ct li cn nm : Cc nguyn tc thit k dch v Qui trnh thit k 5. nh v a im v b tr mt bng Mc tiu yu cu : bit cch chn la a im v b tr mt bng. Ni dung chnh : La chn a im Phng php nh lng la chn a im La chn v tr Mc tiu ca b tr mt bng

 Chin lc b tr mt bng B tr vn phng B tr ca hng Nhng kin thc ct li cn nm : La chn a im Phng php nh lng la chn a im La chn v tr Mc tiu ca b tr mt bng 6. Qun l cu v cung trong dch v Mc tiu yu cu : S kt ni gia nhu cu v cung ng trong dch v. Qun l nhu cu, qun l cung ng. Ni dung chnh : S kt ni gia nhu cu v cung ng trong dch v. Qun l nhu cu Qun l cung ng. Nhng kin thc ct li cn nm : Qun l nhu cu Qun l cung ng 7. Cht lng trong dch v v ci tin lin tc Mc tiu yu cu : Vai tr ca cht lng trong dch v, xc nh dch v v cc tiu chun cht lng t c Ni dung chnh : Vai tr ca cht lng Xc nh cht lng Cc tiu ch nh ga cht lng M hnh sai bit ca cht lng dch v Cht lng t c v cc tiu chun Nhng kin thc ct li cn nm : Cc tiu ch nh ga cht lng M hnh sai bit ca cht lng dch v Cht lng t c v cc tiu chun 8. Nng sut v o lng hiu qu ca dch v

Mc tiu yu cu : hiu c nng sut v phng php o lng nng sut trong dch v. Ni dung chnh : Vai tr ca nng sut trong dch v Phn tch d liu v o lng hiu qu ca dch v Nhng kin thc ct li cn nm : Vai tr ca nng sut trong dch v Phn tch d liu v o lng hiu qu ca dch v 9. Mt s cng c tan hc ng dng trong dch v Mc tiu yu cu : s dng mt s cng c tan hc ng dng trong dch v: Bi tan ngi du mi, lp lch vn chuyn, h thng tn kho Ni dung chnh : Bi tan ngi du mi Lp lch vn chuyn H thng tn kho Nhng kin thc ct li cn nm : Bi tan ngi du mi Lp lch vn chuyn H thng tn kho 10. Mt s ch bn lun, thuyt trnh : Thc trng cung ng dch v cng ca khu vc nh nc v nhng yu cu i mi cung ng dch v cng Vit Nam. Qu trnh x hi ha cung ng dch v cng Vit Nam a dng ha cc hnh thc cung ng dch v cng. 11. Bo co chuyn :

Vit cng : ThS. Nguyn Kim Anh

DANH SCH GING VIN

Nguyn Kim Anh: Ging vin chnh Thc s Qun tr Cng nghip i hc Paris IX-Dauphine Cng ha Php. nh Nam: Ging vin thnh ging Thc s Qun tr kinh doanh Trung tm Php Vit o to v Qun l. Nguyn vn Long: Ging vin thnh ging Thc s Qun tr bo ch v truyn hnh i hc Lille - Cng ha Php.

Chng 1: VAI TR CA DCH V TRONG X HI Mc tiu yu cu : phn ny gii thiu cho sinh vin bit khi nim v dch v cng v vai tr ca dch v cng trong nn kinh t trc khi i vo nghin cu cc vn ca qun tr dch v cng. Chng ny cng nu bn cht ca dch v cng. Ni dung chnh : Khi nim c bn v dch v cng Vai tr ca dch v cng trong nn kinh t Cc l thuyt gii thch v s tng trng ca dch v Bn cht ca dch v cng ---I. KHI NIM V DCH V CNG 1.1 nh ngha v dch v v dch v cng Theo t ien bo tui Oxford, thuat ng cong nghe dch vu c nh ngha la cung cap dch vu, khong phai hang hoa, hang hoa c nh ngha la tai san co the di di c. T nh ngha nay, ngi ta cho rang nganh cong nghiep san xuat la nganh cung cap nhng loai hang hoa cu the va s thay c, con nganh cong nghiep dch vu la nganh cung cap th g o vo hnh. Khai niem nay a gay nhieu tranh cai. Chang han nh khi mua xe hi, ngi ta co the s mo, ngam ngha mon hang o, nhng ngi ta van con quan tam them mot so ieu ma khong nhn thay c nh la uy tn, o tin cay. Trong thc te khi mua mot san pham thng co dch vu i kem va viec mua mot dch vu cung thng co hang hoa i kem. Ty le gia hang hoa va dch vu se thay oi khi thc hien mot giao dch mua ban cu the theo hnh sau.. Chang han nh khi chung ta mua xang cay xang t o th co the xem nh ang mua mot hang hoa thuan tuy, con khi chung ta ch n thuan i cat toc th co the xem nh ang mua mot dch vu thuan tuy. Tuy nhien, nhieu giao dch mua ban khac th thng bao gom ca hang hoa lan dch vu. Dch vu la mot qua trnh gom cac hoat ong hau ai va cac hoat ong pha trc ni ma khach hang va nha cung cap dch vu tng tac vi nhau. Muc ch cua viec tng tac nay la nham thoa man nhu cau va mong muon cua khach hang theo cach khach hang mong i cung nh tao ra gia tr cho khach hang. Dch vu la mot qua trnh co mc o vo hnh cao. Viec tao ra hay hnh thanh mot dch vu thng xay ra trong qua trnh tng tac gia khach hang vi to chc, tham ch co nhng

dch vu se khong xay ra neu khong co s hien dien cua khach hang, chang han nh dch vu cat toc.

Hang hoa Dch vu 100% 75 50 25 0 25 50 75 100% Cay xang t o May vi tnh May copy cho VP Ca hang thc an nhanh Nha hang Sa cha xe Hang khong Cat toc

Hnh 1: Ty le gia hang hoa va dch vu khi thc hien mot so giao dch mua ban

Cac loai hnh dch vu cung co the c phan loai nh sau:

Cac dch vu phan phoi: Vat the va thong tin Ban s va le Dch vu phi li nhuan Dch vu cho nha san xuat Tai chnh T van luat Bao hiem To chc hoi oan a oc Dch vu chuyen nghiep Dch vu kinh thng Dch vu cho ngi tieu dung Cham soc y te Khach san, nha hang an nhanh Giao duc Tiem an, tiem thc pham Dch vu ca nhan Dch vu ngh ngi Sa xe, gara, bao tr Dch vu t gia

Hnh 2: Cac loai hnh dch vu theo phan loai cua Murich va cac ong nghiep (1990) Dch v cng l dch v m ch th cung ng l nh nc hay cc t chc phi chnh ph hay t nhn thc hin . Cn thit phi c s phn loi ng n cc hnh thc dch v cng hnh thnh c ch qun l ph hp. Th d, i vi cc loi hnh dch v cng quan trng nht, thit yu nht nh y t, gio dc, c s h tng, xa i gim ngho, nh nc c trch nhim dnh cho chng nhng ngun lc u tin.

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Dch vu cho ngi san xuat (cac th trng trung gian) Dch vu tai chnh Ngan hang, bao hiem, cho thue Van chuyen va phan phoi ng bien, ng sat, xe tai, hang khong, buon s Chuyen nghiep va ky thuat Hp ong ac quyen va buon ban, dch vu thiet ke may, thiet ke kien truc, au thau xay dng, ke toan, nhng dch vu quan ly khac Nhng dch vu trung gian khac Vi tnh, x ly d lieu, truyen thong, quang cao, a oc, du lch, an ninh, bu pham,

Dch vu cho khach hang (th trng ngi tieu dung) Ban le Cham soc y te Du lch, giai tr Giao duc Cac dch vu xa hoi do nha nc quan ly (giao thong cong cong, chng nhan giay t,..) Cac dch vu ca nhan (nha hang, giat ui,..)

Hnh 3: Cac loai hnh dch vu theo phan loai cua Van phong anh gia Ky thuat Washington D.C. 1.2 Cc lai dch v cng Dch v cng cng c th phn loi theo nhiu tiu ch khc nhau, xt theo tnh cht ca dch v, hoc theo cc hnh thc dch v c th, 1.2.1 Phn lai theo ch th cung ng: Dch v cng c chia thnh 3 loi, nh sau: -Dch v cng do c quan nh nc trc tip cung cp : l nhng dch v cng cng c bn do cc c quan ca nh nc cung cp. Th d, an ninh, gio dc ph thng, chm sc y t cng cng, bo tr x hi, -Dch v cng do cc t chc phi chnh ph v khu vc t nhn cung cp: gm nhng dch v m nh nc c trch nhim cung cp, nhng khng trc tip thc hin m y nhim cho t chc phi chnh ph v t nhn thc hin, di s n c, gim st ca nh nc. Th d, cc cng trnh cng cng do chnh ph gi thu c th do cc cng ty t nhn u thu xy dng. -Dch v cng do t chc nh nc, t chc phi chnh ph, t chc t nhn phi hp thc hin: Loi hnh cung ng dch v ny ngy cng tr nn ph bin nhiu nc. Nh Trung Quc, vic thit lp h thng bo v trt t cc khu dn c l do c quan cng an, t chc dch v khu ph v y ban khu ph phi hp thc hin.

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1.2.2 Da vo tnh cht v tc dng ca dch v c cung ng: C th chia dch v cng thnh 3 loi nh sau: -Dch v hnh chnh cng: y l loi dch v gn lin vi chc nng qun l nh nc nhm p ng yu cu ca ngi dn. Do vy, cho n nay, i tng cung ng duy nht cc dch v cng ny l c quan cng quyn hay cc c quan do nh nc thnh lp c y quyn thc hin cung ng dch v hnh chnh cng. y l mt phn trong chc nng qun l ca nh nc. thc hin chc nng ny, nh nc phi tin hnh nhng hot ng phc v trc tip nh cp giy php, giy chng nhn, ng k, cng chng, th thc, h tch, ( mt s nc, dch v hnh chnh cng c coi l mt loi hot ng, khng nm trong phm vi dch v cng. nc ta, mt s nh nghin cu cng c quan im nh vy). Ngi dn c hng nhng dch v ny khng theo quan h cung cu, ngang gi trn th trng, m thng qua vic ng l ph hoc ph cho cc c quan hnh chnh nh nc. Phn l ph ny mang tnh cht h tr cho ngn sch nh nc. -Dch v s nghip cng: Bao gm cc hot ng cung cp phc li x hi thit yu cho ngi dn nh gio dc, vn ha, khoa hc, chm sc sc khe, th dc th thao, bo him, an sinh x hi, (S nghip l 1 t gc Trung Quc, c dng theo nhiu ngha. Theo ngha hp, t s nghip dng ch nhng hot ng chuyn mn nhm p ng nhng nhu cu ca x hi v c nhn con ngi, ch yu l v nhng lnh vc lin quan n s pht trin ca con ngi v vn ha, tinh thn v th cht). Xu hng chung hin nay trn th gii l nh nc ch thc hin nhng dch v cng no m x hi khng th lm c hoc khng mun lm, nn nh nc chuyn giao mt phn vic cung ng loi dch v cng ny cho khu vc t nhn v cc t chc x hi. -Dch v cng ch: L cc hot ng cung cp cc hng ha, dch v c bn, thit yu cho ngi dn v cng ng nh: v sinh mi trng, x l rc thi, cp nc sch, vn ti cng cng th, phng chng thin tai ch yu do cc doanh nghip nh nc thc hin. C mt s hot ng a bn c s do khu vc t nhn ng ra m nhim nh v sinh mi trng, thu gom vn chuyn rc thi mt s th nh, cung ng nc sch mt s vng nng thn 1.2.3 Cc c im ca dch v cng

Cc loi dch v cng v cc hnh thc cung ng dch v cng tuy c c im, tnh cht khc nhau, song chng c nhng c im chung c bn nh sau: -Dch v cng c tnh x hi, vi mc tiu chnh l phc v li ch cng ng p ng nhu cu ca tt c cng dn, khng phn bit giai cp, a v x hi v m bo cng bng v n nh x hi, mang tnh qun chng rng ri. Mi ngi u c quyn ngang nhau trong vic tip cn cc dch v cng vi t cch l i tng phc v ca nh nc. T c th thy tnh kinh t, li nhun khng phi l iu kin tin quyt chi phi hot ng dch v cng. -Dch v cng cung ng loi hng ha khng phi bnh thng m l hng ha c

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bit do nh nc cung ng hoc y nhim cho t chc, c nhn thc hin, p ng nhu cu ton x hi, bt k cc sn phm c to ra c hnh thi hin vt hay phi hin vt. -Vic trao i dch v cng khng thng qua quan h th trng y . Thng thng, ngi s dng dch v cng khng trc tip tr tin, hay ng hn l tr tin di hnh thc ng thu vo ngn sch nh nc. Cng c nhng dch v cng m ngi s dng vn phi tr mt phn hoc ton b kinh ph; song nh nc vn c trch nhim m bo cung ng cc dch v ny khng nhm mc tiu li nhun. -T gc kinh t hc, dch v cng l cc hot ng cung ng cho x hi mt loi hng ha cng cng. Loi hng ha ny mang li ch khng ch cho nhng ngi mua n, m cho c nhng ngi khng phi tr tin cho hng ha ny. V d gio dc o to khng ch p ng nhu cu ca ngi i hc m cn gp phn nng cao mt bng dn tr v vn ha x hi. l nguyn nhn khin cho chnh ph c vai tr v trch nhim quan trng trong vic sn xut hoc bo m cung ng cc loi hng ha cng cng. II. VAI TR CA DCH V CNG TRONG NN KINH T Tnh u vit ca mt x hi c phn chiu mt cch r rng qua cht lng cung ng dch v cng, bi v dch v cng l nhng hot ng phc v cc li ch ti cn thit ca x hi, m bo cho x hi pht trin bn vng c k cng, trt t. Mi x hi u c nhng vn chung, lin quan n cuc sng ca tt c mi ngi. l cc vn nh trt t tr an, phn ha giu ngho, gio dc, y t, dn s, mi trng, ti nguyn, gii quyt thnh cng cc vn trn, cn c s gp sc ca c nh nc, cng ng v cc t chc x hi thng qua vic cung ng cc dch v cng. Nu cc dch v cng b ngng cung cp hoc cung cp khng y , cht lng thp th s dn n nhng ri lon trong x hi, nh hng nghim trng n i sng ca mi ngi dn, ng thi tc ng tiu cc n s pht trin ca mi quc gia. Nhn chung, dch v cng p ng nhng nhu cu chung ca x hi v cc lnh vc sau y: Duy tr trt t cng cng v an ton x hi nh quc phng, an ninh, ngoi giao. Bo v trt t kinh t, trt t mua bn trn th trng thng qua vic xy dng v thc thi th ch kinh t th trng. - Cung cp cc tin ch cng cng cho ton th thnh vin trong x hi nh bo v sc khe, gio dc o to, giao thng cng cng, thng tin, th vin cng cng - Qun l ti nguyn v ti sn cng cng nh: qun l ti sn nh nc, bo v mi trng, ti nguyn thin nhin. - Bo v quyn cng dn, quyn con ngi. III. CC L THUYT GII THCH V S TNG TRNG CA DCH V S tng trng ca mt quc gia thng thng qua cc giai an sau: - Giai an 1: Nn kinh t da vo nng nghip v cc ngnh cng nghip khai thc. -

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Giai an 2: S pht trin ca cc ngnh cng nghip sn xut. Giai an 3: S ln mnh dn ca cc ngnh cng nghip dch v.

Nhng yu t nh hng n tm quan trng ca lnh vc dch v c th k nh sau: - S phn phi ca ci - Lng thi gian th gin - Lng dn s n theo - S h gia nh c v ln chng u lm vic i vi dch v cng, c nhiu nguyn nhn dn n s thay i nhn thc t pha cc c quan cng quyn v t chnh ngi dn v s cn thit phi c dch v cng : - Th nht: Cng vi s pht trin ngy cng mnh m ca khu vc t nhn v phng din kinh t, nhng thnh tu khoa hc cng ngh lm cho khu vc t nhn c th tip nhn mt s dch v trc y ch thuc nh nc. Th d: K thut truyn hnh cp pht trin cho php kim sot c thi gian s dng ca tng my thu hnh, hoc qua thit b t ghi c th o chnh xc lng s dng kh ga, in, nc ca tng h tiu dng. Th hai: S thay i v mc sng to iu kin cho c nhn c th t mua sm cho mnh nhng phng tin m trc y ch c th s dng cng cng. Th d: Trc y ngi dn ch xem phim nh ti cc rp chiu cng cng, th nay ngi ta c th xem ti nh qua u my VCD, DVD. Th ba: l do quan trng khin nh nc cn i mi c ch cung ng dch v cng thng qua ci cch v chuyn giao dn vic cung ng dch v cng cho khu vc t nhn l s km hiu qu ca khu vc cng so vi khu vc t nhn trong lnh vc ny.

IV. BN CHT CA DCH V V DCH V CNG Dch vu tron goi gom co 4 thanh phan: Phng tien: Phai co trc khi mot dch vu co the cung cap Hang i kem: Hang c mua hay tieu thu hoac la tai san cua khach hang can c x ly Dch vu hien: Nhng li ch trc tiep va la kha canh chu yeu cua dch vu Dch vu an: Nhng li ch mang tnh tam ly do khach hang cam nhan V du nh dch vu nha ngh, yeu to phng tien la toa nha bang be tong c trang tr noi that ben trong, yeu to hang i kem la xa phong, giay ve sinh, yeu to dch vu hien la

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ging em ai trong can phong sach se, va yeu to dch vu an la nha ngh co ve an ninh, nhan vien tiep tan hoa nha vui ve. Dch vu co mot so ac thu hay tnh chat giup ta phan biet vi cac loai hang hoa hu hnh khac. Ngi ta tha nhan dch vu co mot so ac thu sau ay: 4.1 Tnh v hnh Tnh vo hnh cua dch vu chnh la tnh chat khong the s mo hay nam bat dch vu, khong co hnh dang cu the nh mot san pham. Nhng kinh nghiem ve dch vu khach hang thng bao gom mot chuoi cac hoat ong. Moi hoat ong ai dien cho mot vai tng tac gia to chc cung cap dch vu vi khach hang. Do o ve c ban san pham dch vu la viec thc hien, ma no trai ngc vi san pham vat ly von hu hnh. Mot dch vu khong phai la mot vat the e chung ta co the gi trong tay hay kiem tra, chung ta cung khong the s mo, nem th hay mac th mot dch vu. Va cung kho e chung ta co the tng tng ra tac ong cua mot dch vu, chang han nh mot kieu toc mi hoac mot buoi trnh dien am nhac. Va do tnh chat vo hnh, mot dch vu khong the thao dien hoac dien mau trc. 4.2 Tnh khng th tch ri (Sn xut v tiu th ng thi ) Tnh khong the tach ri cua dch vu ay muon noi ti viec kho khan trong viec phan biet gia viec tao thanh mot dch vu va viec s dung dch vu nh la hai cong viec rieng biet hoac hai qua trnh rieng biet. Mot dch vu khong the tach thanh hai giai oan: giai oan tao thanh va giai oan s dung no. S tao thanh va s dung cua hau het cac dch vu se xay ra ong thi vi nhau. Dch vu va hang hoa khong giong nhau. Hang hoa au tien c san xuat, a vao kho, ban va s dung. Con mot dch vu c tao ra va c s dung suot qua trnh tao ra dch vu o. V du nh mot bai hoc piano oi hoi s hien dien cua ngi hoc (khach hang). Va dch vu nay khong the xay ra ma khong co s hien dien cua khach hang. Noi mot cach khac, khach hang la mot thanh vien trong qua trnh dch vu. 4.3 Tnh khng ng nht Tnh khong ong nhat ay muon noi s khac nhau cua cac mc o thc hien dch vu. Co ngha la dch vu co the c xep hang t rat kem cho en rat hoan hao. Tnh khong ong nhat lien quan en s bien thien cao trong viec thc hien dch vu. Nhng van e thiet yeu va chat lng cua mot dch vu co the thay oi tuy theo ngi phuc vu, khach hang va thi gian. Ve can ban, tnh bien thien trong dch vu cung de xay ra va xay ra thng xuyen hn so vi s khong phu hp cua cac san pham hu hnh

15

bi v dch vu co mc o tng tac con ngi cao. ac iem nay lam cho viec chuan hoa dch vu tr nen kho thc hien hn. 4.4 Tnh cht khng tn tr Ta khong the cat dch vu va sau o lay ra dung. Mot dch vu se bien mat neu ta khong s dung no. Ta khong the ton tr dch vu, v vay mot dch vu khong the c san xuat, ton kho va sau o em ban. Sau khi mot dch vu thc hien xong, khong mot phan nao cua dch vu co the phuc hoi lai c. V du nh neu ch co 80% so ghe cua buoi bieu dien co ngi ngoi th ta khong the e danh 20% so ghe con trong lai cho lan sau bieu dien. Ta cung khong the ban mot na so ghe ngoi cua chuyen bay ngay hom nay cho hang khach bay ngay hom sau. V vay so ghe trong trong mot chuyen bay chnh la ton that va so ghe o khong con c hoi e ban. e giam anh hng cua tnh chat khong ton tr c cua dch vu, ngi ta co gang ban cac dch vu mc cao nhat cua no. 4.5 Chn la im phc v b rng buc bi khch hng Khach hang va nhan vien phai gap nhau e mot dch vu co the thc hien c do vay iem kinh doanh phai gan khach hang. 4.6 Khu vc cng v khu vc t Doanh nghip do nh nc qun l hay t nhn u c nhu cu sn xut hay cung cp dch v vi hiu qu v hiu nng ng thi vi mc ph tn thp nht. Nhng vn iu hnh l ging nhau. Tuy nhin c mt s im c th ring: - Ai l ngi tiu th - ngi s dng sau cng hay nh nc? - Cc mc tiu tn ti lu di hay li nhun ngn ngy? - S bt nh Mt chnh quyn mi c th thay i c h thng - Kh nng c quyn

16

PHN C THM Hng ha dch v cng ct li v m rng Khu vc cng ct li bao gm cc dch v (ch yu l hng ha v dch v cng thun ty pure public goods and services) m chnh ph l ngi duy nht cung cp v mi cng dn bt buc phi nhn khi c nhu cu v chng. Chnh ph cung cp cc loi dch v ny da trn c s php l v nguyn tc qun l nh nc c bn. C th lit k mt s dch v nh: php lut, an ninh, quc phng, cc ngun phc li x hi, mi trng v phng dch, cp giy s hu (ti sn, nh t), giy t ty thn (h chiu, visa, chng minh th), giy chng nhn (khai sinh, khai t, hn th), ng k thnh lp (doanh nghip, hip hi, t chc) Khu vc cng m rng bao gm cc dch v cng (ch yu l hng ha v dch v cng khng thun khit impure) m ngi tham gia cung cp c th l nh nc v nhiu t chc khc (t nhn, cc t chc x hi, cng ng). S cung cp cc loi dch v ny rt linh hot, ty thuc vo nhu cu ca ngi tiu dng, khng mang tnh c quyn v c th min ph hoc tr ph. l cc dch v nh: y t, gio dc, giao thng th, thng tin, c s h tng. Cc hnh thc thc chuyn giao dch v cng trn th gii 1 - Nh nc bn mt phn hoc ton b ti sn ca doanh nghip nh nc cung ng dch v cng cho t nhn hoc mt tp th; 2 - Nh nc bn mt phn c phn ca doanh nghip nh nc cung ng dch v cng ra ngoi x hi; 3 - Nh nc cho thu doanh nghip cung ng dch v cng i vi t nhn hoc tp th; 4 - Khon kinh doanh cung ng dch v cng cho t nhn hoc tp th; 5 - K hp ng hoc n t hng vi cc doanh nghip hoc t chc trong vic cung ng dch v cng theo yu cu nh nc; 6 - Cho php cc doanh nghip hoc t chc t nhn tham gia vo cc lnh vc cung ng dch v cng v chu s qun l ca nh nc thng qua lut v qui ch. Ngun: L Chi Mai (2003)

17

Li ch ca vic i mi cung ng dch v cng -To mi trng cnh tranh gia cc t chc t nhn nhn cung ng dch v cng. Cc t chc c nhn thu cung ng c quyn mt loi dch v cng no lun c nguy c b xa b hp ng nu lm n km hiu qu; to ra hiu qu cung ng dch v cng cao hn; -Nng cao hiu qu cung ng dch v cng thng qua ci cch hng ti cht lng v hiu qu phc v cc c quan cng quyn; -To iu kin cho mi ngi tham gia tch cc vo hot ng cung ng dch v cng, pht huy c kh nng v nng lc tim tng trong x hi, khi dy tnh ch ng sng to v tch cc ca ngi dn; -ng vin s ng gp kinh ph ca mi ngi dn vo hot ng cung ng dch v cng ca nh nc; -L gii php cn thit gp phn to ra s cng bng trong tiu dng cc dch v cng.

***

18

Chng 2: CHIN LC TRONG DCH V V CNH TRANH Mc tiu yu cu : hiu c chin lc v m hnh chin lc dch v cnh tranh. Ni dung chnh : M hnh ga tr ca dch v Chin lc ca t chc M hnh chin lc dch v cnh tranh *** I. M HNH GA TR CA DCH V Mot triet ly quan ly dch vu hoan chnh th hin qua tam giac dch vu. Ba goc cua tam giac nay la: chien lc dch vu, nhan vien va he thong to chc. Phan giao va cung la phan trung tam cua tam giac nay la khach hang. Trai tim cua tam giac la khach hang. Biet c khach hang cua ban la thiet yeu cho bat ky to chc nao (trc khi khach hang c thoa man, chung ta phai biet ro mong muon va nhu cau cua ho).

Chin lc KH H thng Nhn vin

Hnh: Tam gic dch v Do o chien lc nen c phat trien da tren khach hang. Chien lc nay se tap trung vao khach hang va dan en cam ket cua to chc. T cac kien thc va hieu biet ve khach hang, ta co the phat trien hai yeu to then chot cua chien lc dch vu: (1) tap trung ben trong la cam ket cua to chc oi vi dch vu, (2) tap trung ben ngoai la li ha ve dch vu cua chung ta oi vi khach hang. Chien lc dch vu la mot hng dan chung ta khi ra quyet nh cung cap dch vu va tat ca cac hoat ong can thiet e cung cap dch vu mot cach thanh cong. Do o chien lc dch vu phai c thong bao ti moi ngi trong to chc va c ho hieu va chap nhan la eu thiet yeu.

19

Moi to chc can phai nghien cu mot tam giac cua rieng ho. Mot hieu biet ro rang ve cac moi quan he gia chien lc dch vu, nhan vien va he thong se giup to chc tao thanh mot tam giac ma qua o mot to chc co the tao ra va duy tr mot dch vu noi bat. II. CHIN LC CA T CHC Nhim v mc tiu chung (Cp 1: Ban Gim c) Phn tch cc mc tiu chung theo cc chin lc xut Xc nh cc u tin Xy dng chin lc v k hach chin lc ca doanh nghip

Mc tiu (Cp 2: Hat ng chin lc)

Phn tch v thit lp chin lc v k hach chin lc

Sa i k hach v chin lc

Qui trnh k hach ha chin lc trn di trn Qui trnh trn di Nhim v, mc tiu tng qut, rng buc (phng tin, ngun lc) Qui trnh di trn Chin lc v mc tiu chung

Chin lc hat ng (B phn, phng, ban)

Mc tiu, chin lc hat ng (B phn, phng , ban)

Nhng yu t chnh cn a vo qui trnh pht trin chin lc: - Phn tch ni b

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Phn tch bn ngai Phn tch mi trng Phn tch cnh tranh Cc chin lc khi qut M hnh la chn chin lc

III. M HNH CHIN LC DCH V CNH TRANH LI TH Chi ph thp TM CNH TRANH Hp Trng im chi ph Trng im khc bit ha v sn phm Rng Gi thnh h CNH TRANH Khc bit v sn phm Khc bit v sn phm

21

Chng 3: NH V V TIP TH TRONG DCH V Mc tiu yu cu : S kt hp gia marketing v iu hnh, s khc bit gia marketing hng ha v dch v, marketing phi hp. Ni dung chnh : S kt hp gia marketing v iu hnh S khc bit gia marketing hng ha v dch v Marketing phi hp. ***

22

Chng 4: THIT K & PHT TRIN DCH V - H THNG DCH V & PHN PHI Mc tiu yu cu : Vai tr ca thit k dch v v qui trnh thit k. Ni dung chnh : Vai tr ca thit k Thit k cht lng v dch v Cc nguyn tc thit k dch v Qui trnh thit k 1.1

Phan loai nhng qua trnh dch vu Mc o chuan hoa Mot dch vu chuan c thiet ke cho so lng cung cap ln va ch tap trung gii han vao mot so kha canh phuc vu oi vi dch vu theo yeu cau cu the cua tng khach hang th s linh ong va kha nang oi tng phuc vu Tai san cua khach hang: viec bao ve chong h hai va that thoat la quan trong Hang hoa i kem do cong ty cap: d tr hang thch hp va bao ve chat lng hang la quan trong oi tng can x ly nhng khong can giao tiep vi khach hang: cong viec co the c to chc at trong tam cho hieu suat cao hn S giao tiep vi khach hang: kha nang chuyen mon va kha nang giao tiep cua nhan vien la yeu to vo cung quan trong C the khach hang: can quan tam en ac tnh thiet ke cua phng tien phuc vu va v tr thc hien dch vu Cac hnh thc giao tiep vi khach hang Khach hang phai ch than co mat va giao tiep vi nhan vien Khach hang giao tiep khong trc tiep thong qua e-mail, telephone, Khach hang hoan toan khong can giao tiep vi nhan vien Xac nh ro he thong cung cap dch vu cua cong ty

1.2

e xac nh ro he thong cung cap dch vu, chung ta nen s dung lu o e ve ra nhng bc, hoat ong c thc hien e ap ng lai s at hang cua khach hang. Chung ta nen ve ng hien th phan biet gia bo phan pha trc va bo phan hau ai cua mot he thong cung ng dch vu, xem v du hnh 8.2.3.

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Bo phan pha trc: ni giao tiep vi khach hang. ay khach hang cam nhan c nhng bang chng hu hnh ve dch vu Bo phan hau ai: khach hang khong nhn thay nhng hoat ong nay. Khi o chung ta nen to chc nh xng san xuat e nang cao hieu suat Thi iem biet s that Nhng iem tiep xuc mang tnh chat: chap nhan hay huy bo viec mua ban hang, hay la khach hang co hay khong tiep tuc kinh doanh vi cong ty trong tng lai.

24

Chng 5: NH V A IM & B TR MT BNG Mc tiu yu cu : bit cch chn la a im v b tr mt bng. Ni dung chnh : Khi nim v la chn a im Phng php nh tnh la chn a im Phng php nh lng la chn a im Mc tiu ca b tr mt bng Chin lc b tr mt bng B tr vn phng B tr ca hng *** I. KHI NIM V LA CHN A IM C hai giai on trong la chn a im: -La chn a im theo iu kin v m -La chn a im theo iu kin vi m V phng php, c th c hai loi: - Phng php nh tnh - Phng php nh lng II. PHNG PHP NH TNH LA CHN A IM Yu t Chi ph xy dng Chi ph t ai Vn ti Vng bao ph Tuyn dng nhn s Chnh sch a phng Trng s 30 25 15 20 5 5 A 4 3 4 3 2 3 3.4 B 3 4 3 4 4 4 3.55

III. PHNG PHP NH LNG LA CHN A IM Phng php ra quyt nh trong iu kin ri ro Cng ty my tnh T&T ang nh la chn a im thit lp nh my mi v h thng phn phi. Vic quyt nh ny da trn cc thng s v chi ph c s h tng (triu dolla) theo cc tnh trng v iu kin kinh t khc nhau. S liu cho bng sau: iu kin kinh t Quc ga Tng trng n nh Suy thai

25

Vit Nam 20 16 15 Philipine 21 18 16 Hn Quc 22 19 18 Mehico 25 20 16 Hy chn quyt nh tt nht theo tiu chun: 1. Minimin,(Chn im c chi ph ti thiu trong ct ti thiu: Ct suy thoi, chn 15 l nh nht, tng ng vi Vit Nam) 2. Minimax,(Chn im c chi ph ti thiu trong ct ti a: Ct Tng trng, chn im 20, chn Vit Nam) 3. ng u ga tr.(Cng chi ph :(Tng trng+ n nh + Suy thoi)/3 ; chn b nht v l chi ph nn chn Vit Nam) Phng php im ha vn Vietsopetro cn chn a im xy dng trung tm phn phi kh t. Sau kha st, 2 a im c a ra la chn quyt nh l A, B vi cc thng s c c t nghin cu nh sau: im ha vn ca hai a im l bao nhiu? Nu sn xut vi cng sut 3.000 sn phm th nn chn a im no? a im A B nh ph hng nm 2.000$ 10.000$ Bin ph 1 sn phm quy cch 5$ 2$

Phng trnh tng chi ph ca a im A: yA = 2.000 + 5 . x Phng trnh tng chi ph ca a im B: yB = 10.000 + 2 .x im ha vn (giao nhau gia hai phng trnh) yA = yB => x = 2.667 sn phm Nu chn cng sut 3.000 sn phm th chn B

B
2.000

26

10.000

2.667

Phng php ta 1 chiu v 2 chiu a) Phng php ta 1 chiu Nh my bia 333 c kho phn phi t cc tnh thnh dc b bin ca Vit Nam. Khang cch gia cc a im ny n nh my v s lng yu cu c cho nh sau: a im Khong cch n nh my (km) S lng yu cu hng nm A 150 250 B 310 210 C 350 200 D 480 280 E 500 150 F 650 150 G 820 100 H 930 200 a im chn c to l: X (hoc Y) = Tng ca khong cch tng a im x s lng yu cu ca tng a im / Tng sn lng yu cu hng nm. Ta c: X (hoc Y) = [150 x 250 + 310 x 210 + 350 x 200 + 480 x 280 + ....+ 820 x 100 +930 x200] /[250 + 210 + 200 + 280 + ... + 100 + 200 ] X (hoc Y) = 747.500/1.540 = 485,38 Suy ra chn a im D l gn nht v D cng c sn lng ln, D l tng kho nhn hng t nh my n D ri phn phi i cc ni khc. b) Phng php ta 2 chiu Trung tm chuyn pht nhanh cn t trung tm chuyn pht i n cc x c to v s lng thng k hng nm v pht chuyn nh sau. Anh ch hy tm trm trung chuy n thch hp cng tc vn chuyn l kinh t.
a im 1 2 3 4 5 6

Ta (x,y)
(58;54) (65;40) (25;76) (70;50) (40;15) (85;15)

S lng yu cu hng nm 100 400 200 300 300 100

Tng t nh bi trn: xc nh to X, ly tng ca to X ca tng a im nhn vi sn lng yu cu ca tng a im , chia cho tng s lng yu cu hng nm. xc nh to Y, ly tng ca to Y ca tng a im nhn vi sn lng yu cu ca tng a im , chia cho tng s lng yu cu hng nm.

27

X = [58 x 100 + 65 x 400 + 25 x 200 + 70 x 300 + 40 x 300 + 40 x 300 + 85 x 100]/ (100+400+200+300+300+100) = 78.300 / 1.400 = 55,92 Y = [54 x 100 + 40 x 400 + 76 x 200 + 50 x 300 + 15 x 300 + 15 x 100]/ (100 + 400 + 200+ 300 + 300 + 100) = 57.600/ 1.400 = 41,14 Ta chn a im gn vi a ny v c s lng yu cu cao lm tng kho, va phn phi trong vng v cho cc vng ln cn Chn a im 2 c to (65 ;40)

IV. MC TIU CA B TR MT BNG Ti a ho s hi lng ca khch hng bng s tin li V. CHIN LC B TR MT BNG - Linh hot - Phi hp - D tip cn, d thy, d qun l - S dng khng gian - Khong cch chuyn dch - An ninh, an ton - p thm m, thoi mi VI. B TR VN PHNG - Tin ch VII. B TR CA HNG - Doanh thu cao nht Quan tm: - Nhn trc: Kch thc, c th ca con ngi - nh sng, mu sc, mi v, nhit , m - Tm l ch - Ngn ng c th v ngn ng. - Phn theo nhm ngi - Bn ch dn, quan tm n tnh phn x ca con ngi

28

Chng 6: QUN L CU & CUNG TRONG DCH V Mc tiu yu cu : S kt ni gia nhu cu v cung ng trong dch v. Qun l nhu cu, qun l cung ng. Ni dung chnh : S kt ni gia nhu cu v cung ng trong dch v. Qun l nhu cu Qun l cung ng.

29

Chng 7: CHT LNG TRONG DCH V & CI TIN LIN TC Mc tiu yu cu : Vai tr ca cht lng trong dch v, xc nh dch v v cc tiu chun cht lng t c Ni dung chnh : Vai tr ca cht lng Xc nh cht lng Cc tiu ch nh ga cht lng M hnh sai bit ca cht lng dch v Cht lng t c v cc tiu chun

2. CHAT LNG CUA DCH VU T nhng nam 70, cac san pham co chat lng ngay cang gay s chu y trong cac nganh cong nghiep cung nh trong cong chung. Cac doanh nhan, nhan vien, khach hang, cac nha giao duc, chnh phu va cong chung noi chung ngay cang quan tam nhieu en chat lng. Thc te chat lng anh hng en nhieu oi tng khac nhau trong xa hoi. Trong ieu kien cac yeu to khac nhau th mot dch vu co chat lng cao se lam tang s thoa man va nh o lam tang s trung thanh cua khach hang. Neu nh chat lng cao rat quan trong trong lnh vc san xuat, ni hang hoa c san xuat theo tieu chuan chat lng ro rang th chat lng lai cang quan trong hn trong lnh vc dch vu v no co tnh chat vo hnh rat kho nhan biet. Chat lng cua mot dch vu ong ngha vi s cam nhan cua khach hang ve dch vu o va no c xac nh bi nhieu yeu to ma oi khi thuoc ve van e noi tam cua khach hang.

30

Thong bao oto a sa xong

Goi ien thoai lam cuoc hen

en garage sa xe

Chan oan s co

Khach hang ra ve

Thao luan them mot so chi tiet

Thao luan ve nhng phu tung co san

anh gia lai cong viec a lam vi khach hang

Khong e xe lai Khach hang co the thay c hoat ong dch vu ng hien th c chap nhan Khach hang lay xe ve Thu hoa n

Khach hang ra ve

Khach hang khong the thay c hoat ong dch vu

Giao nhiem vu va lch lam viec cho th may

Chan oan khong ung

Kiem tra lai s co a c chan oan * Chan oan ung Khong co san

at hang cac phu tung

Kiem tra cac phu tung co san **

Sa cha bang cac phu tung co trong kho

Co san Thc hien sa cha Xe chay tot Kiem tra/chay th xe Xe chay cha tot Xe chay tot Sa cha lai * iem quan trong quyet nh s thanh cua dch vu ** iem the hien s that bai trong nhieu trng hp

Nhap thong tin cong viec x ly vao tap tin cua khach hang

Hnh 8.2.3: Lu qui trnh sa cha -t

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Chat lng trong dch vu rat quan trong bi v: Cong nghiep dch vu tut lai pha sau so vi cong nghe che tao trong nhng no lc cai tien chat lng. S khong hai long cua khach hang ve chat lng dch vu ma ho nhan c rat cao. Cac cong ty san xuat can phai tao s khac biet ve san pham oi vi oi thu canh tranh va cac dch vu ho tr se giup cho ho nhng c hoi nay. Do o, moi cong ty bat luan la cong ty cung cap dch vu hay cong ty san xuat hang hoa eu phai hoc cach oi pho vi s canh tranh mi t nen kinh te dch vu. 2.1 nh ngha chat lng dch vu

Nhieu cuon sach ve chat lng dch vu thng gap kho khan khi xac nh hay nh ngha chat lng dch vu. Nhn chung ngi ta nh ngha chat lng dch vu la nhng g ma khach hang cam nhan c. Mot vai chuyen gia ve chat lng a co gang nh ngha chat lng nh sau: - S ap ng cac yeu cau (Philip Crosby) - Mc o tin cay co the biet trc am bao rang chi ph thap nhat, phu hp vi th trng (W.Edward Deming) - S phu hp khi s dung, ieu nay do ngi s dung anh gia (Hoseph M. Juran) Moi khach hang thng cam nhan khac nhau ve chat lng, va do o viec tham gia cua khach hang trong viec phat trien va anh gia chat lng dch vu la rat quan trong. Trong lnh vc dch vu, chat lng la mot ham cua nhan thc khach hang. Noi mot cach khac, chat lng cua dch vu c xac nh da vao nhan thc, hay cam nhan cua khach hang lien quan en nhu cau ca nhan cua ho. 2.2 Cac cach anh gia chat lng dch vu

Co nhieu cach anh gia khac nhau ve chat lng dch vu thong qua cam nhan cua khach hang. Sau ay la cac canh anh gia thng c s dung. a. 10 tieu chuan 1. o tin cay: tnh chac chan cua ket qua, co can c, lam ung ngay t au, va nhng li ha danh d. 2. o phan hoi: luon san sang hay san long phuc vu khach hang mot cach nhanh chong. 3. Nang lc: co nhng ky nang hay kien thc can thiet e phuc vu.

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4. Tac phong: nhan vien luon lch s, nha nhan, an can va than thien khi giao tiep. 5. S tn nhiem: long tin, s tin tng, s chan that va chiem c tnh cam cua khach hang. 6. S bao am: khong co nguy hiem, rui ro, hay nghi ng. 7. S tiep can: co the va de dang tiep can. 8. Truyen at thong tin: luon lang nghe va thong tin cho ho bang nhng ngon ng ma ho co the hieu c. 9. Hieu ro khach hang: luon co gang tm hieu nhu cau khach hang 10. Tnh hu hnh: nhng kha canh trong thay cua dch vu nh la trang thiet b, nha ca, nhan vien phuc vu. b. RATER

o tin cay (Reliability): Kha nang thc hien mot dch vu ung nh a ha va chnh xac. Mot dch vu co the tin cay neu no c thc hien ung ngay t lan au. o phan hoi (Response): S san sang giup khach hang va nhanh chong cung cap dch vu nh a ha. S am bao (Assurance): Nhng pham chat cua nhan vien se tao long tin cho khach hang: s chuyen nghiep, lch s, knh trong khach hang, kha nang giao tiep, S cam thong (Empathy): Nhan vien phuc vu co phong cach de gan: quan tam chu y en khach hang, tao cam giac yen tam, S hu hnh (Tangibility): ve be ngoai cua c s vat chat, thiet b, nhan vien, nhng vat dung, tai lieu dung cho thong tin lien lac.

c. 4 P Chat lng toan dien cua dch vu cung co the c nh ngha nh la nhan thc cua khach hang ve 4 P: San pham (Product): Nhng ac tnh dch vu c cung cap. Thu tuc phuc vu (Procedure): Nhng thu tuc trong qua trnh phuc vu khach hang n gian hay phc tap. Ngi phuc vu (Provider): Pham chat cua ngi trc tiep cung cap dch vu. Cach giai quyet tnh huong bat thng (Problems): Kha nang oi pho, x ly cac tnh huong bat ngi xay ra trong qua trnh phuc vu. d. 2 yeu to: Chat lng chc nang va chat lng do cam giac con ngi Nhan thc khach hang ve mot dch vu da tren 2 yeu to: Chat lng chc nang: nhan c Cai g? (What)

33

Chat lng do cam giac con ngi: nhan Nh the nao? (How)

V du: Dch vu cung cap phan mem may tnh - Chat lng chc nang: tac dung cua li hng dan ky thuat c a ra - Chat lng do cam giac con ngi: dch vu c cung cap nh the nao, thai o than thien, hoa nha, tan tuy cua nhan vien luc nghe ien thoai. 2.3 Khoang cach trong s cam nhan chat lng

Chat lng cam nhan cua khach hang b anh hng bi s so sanh gia mong i (hay d oan) va mc o khach hang a nhan c (hnh 8.3.1a va 8.3.1b).
Chat lng mong i Toan bo chat lng nhan thc c Chat lng theo kinh nghiem

Thong tin th trng

Danh tieng

Hieu biet

Truyen mieng Kinh nghiem cu Nhu cau khach hang

Tieu ch anh gia chat lng dch vu 10 tieu chuan RATER 4P 2 yeu to

Chat lng chc nang: Cai g?

Chat lng cam giac: Nh the nao?

(a)

Dch vu mong i (ES)

Chat lng dch vu nhan c Vt qua s mong i

ES < PS (S ngac nhien / bat ng ve chat lng)

ap ng s mong i
Dch vu nhan c (PS)

ES = PS (Thoa man ve chat lng)

Khong ap ng c s mong i
ES > PS (Khong thoa man ve chat lng)

(b) Hnh 8.3.1: Mo hnh chat lng c nhan thc 2.4 Cac loai sai lech (khoang cach) trong nhan thc chat lng cua dch vu

34

Khi nghien cu va xac nh chat lng trong dch vu, chung ta can phan biet 3 cach nhn ve no: chat lng ma khach hang mong i, chat lng ma nha quan ly mong muon, va chat lng ma khach hang cam nhan c. Khi a phan biet nh tren chung ta mi co the phan tch mot cach ay u ve chat lng dch vu va s khong ong nhat gia mong muon cua nha quan ly va nhng mong muon cua khach hang. Mo hnh chat lng trong dch vu hnh 8.3.2 la mo hnh phan tch cac loai sai lech trong dch vu. Mo hnh nay trnh bay 5 loai sai lech co the anh hng va lam giam chat lng dch vu cam nhan c. Sai lech loai 1: sai lech gia nhan thc cua nha quan ly vi mong muon cua khach hang ay la sai lech gay thiet hai nhieu nhat. Sai lech nay do nha quan ly khong nam bat c nhu cau va mong muon cua khach hang.

35

Dch vu mong i
Sai lch loi 5

Khach hang

Dch vu nhan c

Nha cung cap dch vu

Cung cap dch vu (trc va sau khi

Thong bao cho khach hang

Sai lech loai 4

cung cap)

Sai lech loai 1

Sai lch loi 3

Dien giai nhan thc thanh cac ac tnh chat lng dch vu Sai lech loi 2 Nhan thc cua nha quan ly ve mong i cua khach hang Hnh: Mo hnh phan tch cac loai sai lech chat lng trong dch vu V du: Mot nha hang an nhanh c trang tr vi khong kh am cung va de chu, oi ngu nhan vien than thien va phuc vu suot 24 gi nhng lai khong phuc vu khach hang nhanh chong. ieu ma khach hang muon chnh la thc an c phuc vu mot cach nhanh chong. Trong trng hp nay, cong ty mat nhieu nguon lc ma khong lam tang chat lng dch vu. Cac nha quan ly a nham lan trong viec xac nh nhng g ma khach hang mong muon. Sai lech loai nay la mot ham cua no lc nghien cu th trng, viec truyen at thong tin t nhan vien en nha quan ly, va so cap quan ly gia nhan vien co thong tin va nha quan ly.

36

Khoang cach gia mong i cua khach hang va nhan thc cua nha quan ly phu thuoc vao pham vi cong ty nhan thc ra tam quan trong cua khach hang. ieu nay the hien viec co gang at c thong tin chnh xac ve nhu cau cua khach hang, va viec giam rao can gia nhan vien co thong tin va nha quan ly. Sai lech loai 2: sai lech gia cac ac tnh cua chat lng dch vu vi nhan thc cua nha quan ly Sai lech loai 2 van ton tai khi cac nha quan ly hieu ro mong muon cua khach hang. Sai lech loai nay b anh hng bi mc o cam ket ve chat lng dch vu cua cac nha quan ly, viec hnh thanh muc tieu chat lng dch vu, viec chuan hoa cac nhiem vu va tnh kha thi cua viec ap ng cac mong muon cua khach hang. V du: Ngi ieu hanh ca hang thc an nhanh noi tren cuoi cung cung hieu c nhng g ma khach hang mong muon ca hang cua ho. Nhng ong ta khong the s dung thong tin nay e a ra nhng tieu chuan dch vu thch hp. Thi gian xep hang toi thieu la 15 phut, trong khi thc te khach hang lai muon khong phai ch qua 3 phut e c phuc vu. ay nha quan ly a nhan ra ieu khach hang mong muon, nhng lai khong the ap ng c mong muon cua ho. e han che va loai bo sai lech loai nay, nha quan ly can phai cam ket ro rang ve chat lng dch vu va phai lam cho khach hang nhan ra ro nhng mong muon cua ho se c ap ng. Nh vay, cong ty phai e ra cac muc tieu e kiem tra qua trnh, thiet ke cac tieu chuan chat lng dch vu chi tiet. Viec chuan hoa cac nhiem vu cung la mot chien lc c s dung e han che sai lech loai 2. Sai lech loai 3: sai lech gia viec cung cap dch vu vi cac ac tnh chat lng dch vu Khi ket qua cung cap dch vu xuong di mc tieu chuan th sai lech loai 3 xuat hien. S cam nhan cua khach hang ve dch vu se anh hng tieu cc en ieu nay. V du: Du cho nha hang thc an nhanh co at ra thi gian xep hang toi a la 3 phut, nhng nhan vien phuc vu khong the thc hien theo ung nhng tieu chuan quy nh nay. Sai lech loai nay la do ket qua phuc vu kem, khong at c cac tieu chuan dch vu. Nguyen nhan co the do thieu ky nang, kien thc hay nang lc cua oi ngu nhan vien hoac do nhan vien khong san long cung cap dch vu mot cach toan tam toan y. Nhng nguyen nhan nay thng lien quan en van e mang tnh to chc hn, o la cong tac huan luyen cung nh s hai long ve cong viec.

37

Cac nhan to mang tnh quyet nh gay ra sai lech nay la van e lam viec theo nhom, s thch ng vi cong viec cua nhan vien, s thch ng cong nghe, mc o cam nhan cua nhan vien ve van e kiem soat va trach nhiem, he thong kiem soat bi cac giam sat vien cung nh cac viec lien quan en vai tro cua mot nha cung cap dch vu. Sai lech loai 3 co the c han che va loai bo bang cach phat trien nhom lam viec co hieu qua va phat trien cam ket gia cac nhan vien. ieu nay co the at c bang cach sang loc cac qua trnh thu nhan nhan vien e am bao rang nhan vien se co s thch ng nhieu hn vi cong viec, va bang viec au t thch hp vao cong nghe va cong tac huan luyen. Can thuc ay cac chng trnh, chnh sach va thc hien tap huan va trao quyen cho nhan vien, qua o se lam tang s hai long vi cong viec. Trien khai mot he thong hieu qua ve o lng, kiem soat va ghi nhan viec thc hien cua nhan vien cung rat can thiet. Sai lech loai 4: sai lech gia nhng thong tin thong bao cho khach hang vi viec cung cap dch vu Sai lech loai 4 nay sinh khi cac cong ty khong gi ung cam ket. Khach hang cam nhan mot dch vu khong tot khi cac cam ket ve dch vu khong c thc hien. Viec nay thng la do viec cung cap cho khach hang cac thong tin khong chnh xac hay nham lan. V du: Neu nha hang thc an nhanh quang cao dch vu an lien nhng ch ap ng c tieu chuan thi gian xep hang 3 phut th khach hang van thay viec thc hien dch vu kem. Sai lech loai nay la do mot so nguyen nhan sau: he thong thong tin noi bo, he thong thong tin vi khach hang kem. Mong muon cua khach hang hnh thanh t nhng thong tin nhan c, do o e xac nh c nhng mong muon cua khach hang mot mc o tng thch, cac cong ty dch vu can phai quan tam nhieu hn va than trong hn vi he thong thong tin ben ngoai. Se tot hn neu cong ty thc hien vt qua mong i cua khach hang bang nhng cam ket thc te, hn la khong gi c nhng cam ket ve chat lng dch vu ma hau nh khong the at c. Sai lech loai 5: sai lech gia dch vu mong muon va dch vu nhan c Sai lech loai nay la do s chenh lech ma khach hang cam thay gia mc chat lng ma ho ch i so vi chat lng ma ho cam nhan c sau khi s dung dch vu. V du: khi at mot cai banh pizza nha hang thc an nhanh, nhng kinh nghiem qua kh cua khach hang se hnh thanh nhng mong muon ve mui v. Neu mui v

38

cua banh pizza khac vi mong muon nay th dch vu van khong ap ng c mong muon cua khach hang. ieu quan trong ay la tham ch khi dch vu ap ng c cac tieu chuan cu the, cung nh khi cam nhan khach quan cua khach hang ve chat lng la chap nhan c, nhng khach hang van cam thay cha c thoa man. Chat lng dch vu ch co the at c khi chung ta nhan ra c tam quan trong cua khach hang. ieu nay oi hoi chung ta phai lang nghe, hieu biet khach hang, va chu ong hp tac vi khach hang khi thiet ke dch vu va nhan thc moi khach hang la mot ca nhan rieng biet. Ch khi o chung ta mi co the cung cap cho khach hang gia tr c nhan thc t dch vu. 2.5 o lng chat lng dch vu

o lng chat lng dch vu e biet qua trnh van hanh nh the nao va tren c s o co the cai tien tot hn. Nhng ai lng o lng can phai c nh ngha va anh gia t nhng ieu kien c mong i cua khach hang. e o lng chat lng dch vu chung ta co the s dung cong cu SERVQUAL (bang 8.3.1a va 8.3.1b).

39

Bang: Nhom cau hoi dung e tm hieu mc o mong i cua khach hang Cau hoi 1. Nhng nha ngh xuat sac se co trang thiet b trong rat hien ai 2. C s vat chat cua nha ngh xuat sac trong rat ep mat 3. Nhan vien cua ho an mac rat lch s 4. Tai lieu hng dan, vat dung nh xa phong, moc ao trong rat ep mat 5. Khi nhng nha ngh nay ha phuc vu ieu g tai mot thi iem nao o th ho luon luon thc hien ung nh the 6. Khi khach hang gap phai s co, nhng nha ngh nay luon to ra tan tam e giup khach hang giai quyet s co o 7. Nhng nha ngh nh the luon phuc vu thoa ang ngay lan au 8. Ho se phuc vu ung thi gian ho ha 9. Nhan vien cua ho rat lch s vi khach hang Hoan toan khong ong y 1 2 3 4 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4

Rat ong y
5 5 5 5 5 6 6 6 6 6 7 7 7 7 7

1 1 1

2 2 2

3 3 3

4 4 4

5 5 5

6 6 6

7 7 7

Bang: Nhom cau hoi dung e hoi cam nhan cua khach hang ve dch vu nhan c Cau hoi 1. Nha ngh Song Hng co trang thiet b trong rat hien ai 2. C s vat chat cua nha ngh Song Hng trong rat ep mat 3. Nhan vien cua Song Hng an mac rat lch s 4. Hoan toan khong ong y 1 2 3 4 1 1 2 2 3 3 4 4

Rat ong y
5 5 5 6 6 6 7 7 7

Bang tham do SERVQUAL gom co 2 nhom cau hoi. Nhom cau hoi th nhat dung e tm hieu mc o mong i cua khach hang (cac cau hoi trong bang 8.3.1a e cap ti mot dch vu nha ngh xuat sac). Nhom cau hoi th hai se lap lai nhng cau hoi cua nhom th nhat nhng nhan manh en viec tm hieu cam nhan cua khach hang ve dch vu cu the nhan c (cac cau hoi trong bang 8.3.1b e cap ti dch vu nha ngh cu the, o la nha ngh Song Hng).

40

Cong cu SERVQUAL rat hu ch cho viec lam noi bat nhng iem manh trong hoat ong dch vu cua mot cong ty, cung nh nhng iem can phai cai tien nham ap ng mong i cua khach hang. Hn na no cung co the dung e anh gia s thay oi mong muon/ky vong va cam nhan chat lng cua khach hang theo thi gian. Khi phan tch s mong i cua khach hang cho mot dch vu cu the nao o, cac cap bac mong i (tam quan trong gia cac ac tnh chat lng dch vu) cung can c xet ti. Theo Kano, cac cap bac mong i cua khach hang c chia ra thanh 3 nhom: ac tnh phai co, ac tnh mot chieu, ac tnh thch thu, nh a c trnh bay trong chng 1. Khi nhng ac tnh mong i cua khach hang a c phan loai theo cach nay, cac dch vu co the c thiet ke e ap ng nhng yeu cau quan trong. Hn na, viec hieu thau ao 3 nhom ac tnh mong i tren se giup loai tr viec dien giai sai nhng ket qua ieu tra. 2.6 S than phien/ phan nan cua khach hang

The nao la phan nan / than phien? S phan nan la s phan ng hoac suy ngh cua khach hang khi mot san pham hoac dch vu khong ap ng c mong i cua ho. Khach hang cang khong hai long th ho cang co xu hng truyen mieng nhng nhc iem/ han che ve san pham va dch vu cua cong ty e boc lo s bat bnh cua ho. Theo nghien cu cua Technical Assistance Research Programs Inc. TARR, nhng bat li do nhng sai sot xay ra trong qua trnh phuc vu la: - Cac cong ty thng khong bao gi nhan c 96% trong tong so li than phien cua khach hang. - Mot khach hang co van e vi cong ty thng noi cho 9 - 10 ngi nghe ve ieu o. - Co khoang 54% trong 70% khach hang co li than phien se quan he lai vi cong ty neu nh li than phien cua ho c giai quyet. Neu li than phien c giai quyet nhanh chong th co khoang 95% khach hang se quay tr lai. - Nhng khach hang co than phien c giai quyet thng noi cho 5 ngi nghe ve chuyen cua ho c giai quyet nh the nao. Trong mot khao sat c thc hien bi Bo phan Nghien cu va Thong tin cua Singapore Press Holding (1995) ve khach hang phan ng nh the nao oi vi dch vu toi cua cac nha hang Singapore: - 49% khach hang se tay chay nha hang o trong tng lai - 59% khach hang se noi xau ve nha hang nay cho nhng ngi khac - 28% khach hang se than phien vi nha quan ly

41

5% khach hang se trach mang nhan vien

Cong ty b anh hng nh the nao khi khach hang khong thoa man? - Khi khach hang khong thoa man t bo cong ty ho se mang theo ton that to ln oi vi hoat ong kinh doanh tng lai cua cong ty - S ra i cua khach hang co the xay ra nhng mc o khac nhau: + Chuyen sang s dung san pham/ dch vu cua oi thu canh tranh + S dung t loai dch vu hn + S dung thi gian dch vu t hn Hau het moi ngi eu khong thch b than phien v no gay ra nhieu phien toai. Tuy nhien cong ty nen biet n nhng khach hang than phien v ho giup cong ty biet rang dch vu cua cong ty can phai cai tien. Nhng khach hang nay khong ch mang lai cho cong ty nhng c hoi cai tien ma con ch ra nhng iem sai sot trong dch vu. Noi mot cach khac, khi khach hang phan nan, cong ty nhan biet c chat lng san pham / dch vu cung cap khong ap ng c s mong i cua khach hang. Co the noi ay la cach hieu qua va re tien nhat e tm hieu nhng mong i cua khach hang ve san pham va dch vu cua cong ty. Nha quan ly phai anh gia nhng li than phien nhan c, phai anh gia lai mnh va truyen at nhan thc nay cho toan bo cong ty. Co hai bien phap hieu qua e khach hang bo i la pht l nhng li than phien cua khach hang, hay x ly nhng trng hp than phien cua khach hang mot cach qua loa, chieu le. Ngc lai, neu x ly tot than phien nay se lam cho khach hang tr nen trung thanh va khang kht vi cong ty.

42

Gia n g u ii Giatr tr n nha ha n g khie khie u na na

Khong khieu nai

< <$ $100 100 > >$ $100 100

Khong giai quyet Giai quyet Giai quyet nhanh chong

0 20 40 60 80 100

Khach hang san long mua lai - % Vie Viec c qua quan n ly ly khie khieu u na naii mo mott ca cac ch h hie hieu u qua qua se se la lam m cho cho kha khac ch h ha han ng g kho khon ng g tho thoa a ma man n tr tr tha than nh h kha khac ch h ha han ng g trung trung tha than nh h Hnh 8.3.3: Chuyen s khieu nai thanh s trung thanh Mot khach hang trung thanh gia tr en mc nao? Chung ta can xem xet 2 gia tr: hien tao va tng lai: Gia tr hien tai cua mot khach hang doanh thu lan au la bao nhieu? Gia tr tng lai cua khach hang doanh thu trong mot thi oan cu the la bao nhieu?

43

V du: Loai nha hang

Gia trung bnh ($) 4,5 12 35

So ba/ thang

Doanh thu tiem nang ($) 1 thang 13,50 24,00 35,00 1 nam 162 288 420 5 nam 810 1.440 2.100

Thc an nhanh Thong thng Cao cap

3 2 1

Li ch c tao ra t khach hang trung thanh vi cong ty gia tang thi gian do cac yeu to sau (hnh 8.3.4): - Li nhuan c ban - Gia tang sc mua dch vu - at gia cao: at gia cao da tren s tin tng cua khach hang oi vi cong ty - Giam chi ph van hanh: khi co nhieu kinh nghiem / hieu biet ve khach hang, cong ty co the phuc vu ho mot cach hieu qua hn - Khach hang trung thanh t gii thieu khach hang mi vi cong ty (mot s quang cao mien ph bi khach hang trung thanh)
Ch so li nhuan cua cong ty 400

Li nhuan do gii thieu cua khach Li nhuan do giam chi ph van hanh Li nhuan do at gia cao Li nhuan do viec mua hang gia tang Li nhuan c ban Chi ph thu hut

300

200

100

Chieu dai 0 1 2 3 4 5 . 10 trung bnh cua moi quan he khach hang (nam) Hnh: Anh hng cua viec duy tr khach hang len li nhuan

44

Mac du mc o quan trong gia cac anh hng nay thay oi t nganh nay sang nganh khac, nhng ket qua cuoi cung van la khach hang nao cang trung thanh lau dai th li ch tao ra cang gia tang Thc te, rat nhieu khach hang khong bao gi phan anh vi cong ty du ho a nhan c s phuc vu kem. Ly do la v: - Khong biet than phien bang cach nao, vi ai, au - Ngh rang (hoac do kinh nghiem a co) se chang co ai quan tam giai quyet - Thu tuc lam khieu nai qua rm ra, a iem hoac thi gian i khieu nai hoac nhan c giai quyet khieu nai qua bat tien - Nhan vien lam cong tac giai quyet than phien co thai o th hoac ke ca bat lch s - Khach hang ngh rang than phien la nho nhen, khong xng ang vi t cach cua mnh, hoac s lam mat mat nhan vien phuc vu - Chang ang bo cong e than phien, co khi mat thi gian ma con ton tien. Do o, can phai xem xet tap quan cua cong ty trc nhng than phien cua khach: - Than phien cua khach hang co c xem nh la mot s phien toai, ray ra khong? - Viec nhan thong tin phan anh t khach hang co c khuyen khch khong? - Ai chu trach nhiem x ly viec phan anh, than phien cua khach hang, ai thc s lam viec o? - Co phai than phien c x ly bi nhng nhan vien thieu kinh nghiem, nhng ngi an lng theo gi khong? - Co phai nhng nhan vien nay c anh gia cao neu so lng than phien nhan c cang thap va ho dung t tien e giai quyet - Lieu khach hang co b ay i long vong khong? - Co chac chan rang cac than phien c x ly mot cach chuyen nghiep khong? - Than phien c bao cao lai nh the nao? Co bao cao hang thang cho ban lanh ao khong? Co c neu len nh la mot muc tieu trong bang tom tat chnh hay khong? Ngoai viec tiep nhan nhng phan nan cua khach hang, cong ty cung phai chu ong thc hien nhng bien phap tham do thch hp, chang han nh : - Goi ien thoai cho khach hang sau khi a cung cap dch vu - Phong van khach hang khi ho chuan b ri cong ty - Tham do bang th tng ky - a ra chng trnh bao am dch vu

45

3. MOT SO CACH THC HIEN CHAT LNG TRONG DCH VU 3.1 oi ngu nhan vien phuc vu thch hp

Nhng nang lc can thiet cho mot cong viec dch vu: Thuyet phuc: kha nang gay anh hng len y kien, hanh ong cua ngi khac thong qua s dung thong tin mot cach kheo leo Nhan thc va ghi nh: Hieu c ngon ng noi va viet cua ngi khac, ky nang nghe, kha nang tm hieu va nh mot so lng ln cac s kien, quy tac, Ly luan: S dung nhng nguyen tac, phng thc a hoc, phan oan tnh huong, ket hp nhng thong tin va lap quyet nh Nhay cam xa hoi: Nhiet tnh trong giao tiep, ieu chnh thai o cho phu hp vi ngi tiep xuc De hieu: kha nang dien at viet va noi e ngi khac hieu c de dang Toc o va chnh xac cua th ky : Nhanh nhen, chnh xac e nhn vao tai lieu, viet, anh vao may tnh, nhng s viec, d lieu, nghe, kiem c trong tai lieu hoac trong tr nh Co the hanh ong va phan ng hieu qua trc nhng yeu cau cap bach, hieu suat cao va lch s hoa nha trong khi phuc vu 3.2

Ky thuat giao tiep trong dch vu Hng ti hnh anh chuyen nghiep: cach thc an mac, dang bo, c ch Vui long khach en: mot tiep tan vi nu ci luon n tren moi, thang than va tiep o nong hau lam cho khach hang cam thay de chu Chu y en khach hang: quan tam, lang nghe va giai thch ro rang cac van e cho khach hang Va long khach i: t biet than mat, cam n khach hang, mi khach hang quay tr lai, tao an tng cuoi cung Dch vu qua ien thoai: chat lng giong noi, cach xa giao, chuyen ien thoai, li chao tam biet Dch vu co bao am

3.3

Mot san pham c bao am la mot san pham se hoat ong ung nh ac tnh va cach mo ta ve no. Neu san pham h, trong ieu kien bao am, no se c thay the hay sa cha mien ph. Rat nhieu nha san xuat cung cap s bao am (bao hanh) cho san pham cua mnh, nhng ngc lai cac cong ty dch vu t khi lam viec nay. Dch vu khong giong nh mot san pham ma co the b h roi sa cha lai, no lien quan en rat nhieu ngi trong qua trnh va tac ong lan nhau. o chnh la yeu to con ngi anh hng en ket qua thc hien cua dch vu.

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Khi mua mot dch vu khach hang thng lien tng en mc rui ro cao hn la mua mot san pham. Trong mot dch vu co rui ro cao, mot dch vu co bao am se c khach hang anh gia cao. nh ngha ve s bao am Mot s bao am dch vu giai thch khach hang biet ho trong ch ieu g va cong ty se la g e boi thng cho khach hang trong trng hp dch vu khong at c nh a cam ket. Khi tuyen bo mot dch vu co bao am cong ty khong ch bao am cho khach hang ve mot chat lng nhat nh nao o ma con lam tang uy tn cua cong ty. Mot s bao am co the la cam ket toan bo hay cu the, cam ket cong khai hay ngam, cam ket co ieu kien hay khong co ieu kien. Cam ket toan bo la mot hnh thc cam ket tat ca cac thanh phan cua dch vu c a ra, trong khi o cam ket cu the ch ap dung trong ieu kien bat on cho mot so thanh phan cu the cua dch vu. Bao am toan bo hay cu the phu thuoc vao kha nang kiem soat ma cong ty co the thc hien c. Cam ket cong khai hay ngam phu thuoc vao nganh cong nghiep va c muon xay dng mot hnh anh tot cho cong ty. Cam ket ngam la cam ket khong c cong bo cong khai ti khach hang. No c the hien thong qua hanh ong hay viec thc hien cua ngi cung cap dch vu trong moi thi iem quyet nh. Chang han nh vao thang 3/1996, nc Anh b e doa bi dch bo ien, 660 nha hang thc an nhanh McDonald Anh a loai bo thc n tht bo e ap lai cuoc khung hoang ve dch bo ien lay benh sang con ngi. Ho noi: Chung toi luon at khach hang len tren het. Khach hang tin tng chung toi ch cung cap thc pham chat lng cao va an toan. McDonald a hoan thanh cam ket ngam cho dch vu cua mnh la cung cap thc pham an toan va chat lng cao. Cam ket cong khai la li tuyen bo vi moi khach hang, co the ang trong cac mau quang cao. No neu len chat lng cua dch vu ma khach hang co the mong i t cong ty. V du mot sieu th a phng bao am thc pham cua ho la ti va chat lng. Ho nhan manh ieu nay trong cac quang cao tren bao va tren cac ap phch treo trong sieu th. Cac bao am ve dch vu can phai a ra mot cach than trong. Mot cong ty trc khi a ra s bao am cho dch vu can phai chac chan rang ieu o khong anh mat long tin cua khach hang. Chang han mot to chc gi tre hoan toan khong nen a ra li bao am cho cac trng hp tre b benh hay te nga. e trach tac ong ngc, cong ty dch vu co the a ra nhng cam ket ngam thay v cam ket cong khai. Nh vay khach hang co the tin tng dch vu hn. Trong trng hp

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dch vu co tnh canh tranh cao, cong ty nen a ra nhng cam ket cong khai e tao ra s khac biet ve dch vu ma ho cung cap. Dch vu co bao am Thiet ke va thc hien tot cac cam ket se mang lai nhieu li ch cho cong ty. Khong phai luc nao bao am cung mang lai ket qua tot. Cang a ra nhieu ieu ien rang buoc trong cac bao am dch vu th hieu qua cua no cang thap. ieu kien ch e kiem tra nhng hanh vi cua khach hang hay trong mot hoan canh can phai co trc khi boi thng khach hang. Trong mot so trng hp no gay kho chu vi khach hang. V du, mot kho hang am bao rang ho cung cap dch vu gia re nhat thanh pho nhng lai yeu cau khach hang a ra mot bien nhan t cac ca hang khac e chng to rang no la re hn. ieu kien nay pha hong moi quan tam cua khach hang va no gan nh mang lai tac dung ngc. Co vai dch vu trong thoang qua rat an tng nhng thc te lai khong hp ly va khong thc hien c. Nhng bao am nh vay that ra khong chiem c long tin cua khach hang. Mot bao am vi nhng ieu kien rang buoc chnh xac co the gay cho khach hang s lung tung. Mot chng trnh dch vu co bao am c xem la tot co cac tnh chat sau: Bao am khong ieu kien: Bao am tot nhat cho khach hang la s cam ket ma khong kem theo bat ky mot ieu kien hay ngoai le nao. Neu cong ty khong the a ra mot bao am khong ieu kien th cung phai khong ieu kien oi vi mot so yeu to ma cong ty co the kiem soat c. V du mot hang hang khong khong the cam ket 100% cac chuyen bay se ung gi nhng bu lai ho van co the cam ket ve chat lng phuc vu trong moi chuyen bay. Cac bao am nen khong co ieu kien hoac cang t ieu kien cang tot. ac tnh chat lng c bao am phai ung la ieu khach hang can . Mot s bao am dch vu c xem la tot khi no co y ngha theo 2 cach sau. Th nhat, no bao am nhng ieu ma no mang lai la quan trong oi vi khach hang. Mot dch vu co y ngha hay khong th tuy thuoc vao loai dch vu va ly do ma khach hang s dung dch vu. Mot sieu th am bao rang thc pham cua ho ti, ay la ieu ma khach hang can, nhng mot tiem uon toc ma bao am phuc vu nhanh se khong co tac ong tng t oi vi khach hang. Th hai, mot bao am tot se co y ngha khi no mang tnh kinh te. Khoan tien boi thng la rat co y ngha khi li cam ket khong c thc hien ung. V du ve mot cam ket co y ngha cua hang quan ao noi tieng Giordano: Neu ban khong hai long ve viec mua ban, ban co the oi lai bat ky ca hang nao cua cong ty va se khong co ai noi g ca. Mot tac ong khac cua viec bao am la loai bo c noi lo s cua khach hang khi mua sam. Khach hang se cam thay thoai mai hn khi mua mot mon hang cho mot

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ngi ban neu mon hang o co the oi lai sau nay. Ro rang hoach nh tot s bao am cho dch vu se co y ngha ln trong viec canh tranh. Phai tuyen bo ro mc o bao am. Viec tuyen bo mc o bao am nham lam cho khach hang hieu ro nhng g ho se nhan c va khi co sai sot xay ra th ho se c boi thng en mc o nao. ieu nay lam tranh nhng hieu lam cua khach hang khi nhan nhng boi thng neu dch vu xay ra sai sot. ieu c bao am phai de hieu va de truyen at. Bao am can c viet ngan gon va suc tch. Cac cam ket can phai ro rang va de hieu nh vay khach hang mi co the biet ho c phuc vu g va nhan vien th biet ho se phai can lam g. Chang han nh mot cam ket cua mot nha hang thc an nhanh, khach hang se c phuc vu trong vong 3 phut la ro rang va chnh xac. Nh vay khach hang se biet la mnh can phai i trong bao lau. Viec ha bao am phai ang tin cay. Khi dch vu co sai sot, khach hang san sang mat thi gian va no lc e oi cho c s bao am. Trong trng hp nay cong ty nen xin loi, thong cam vi khach hang va sau o boi thng ngay cho khach hang.

Li ch cua dch vu co bao am: Buoc phai hng en nhu cau khach hang. e co mot bao am hieu qua, cong ty phai xac nh nhng mong i cua khach hang oi vi viec cung cap cac dch vu. Cong ty phai xem xet tat ca cac kha canh cua dch vu e xac nh cac yeu to quan trong trong viec lam hai long khach hang. T o ho co the chac chan rang viec phuc vu cua ho thoa man s mong i cua khach hang. Phai lang nghe khach hang e cai tien hieu qua . e thoaman khach hang, cong ty can tm hieu xem khach hang quan niem nh the nao ve chat lng. Cac cong ty cung cap bao am cho khach hang phai chu ong tiep can nhng thong tin phan hoi t pha khach hang. Nh vay se co c nhng thong tin quan trong e cong ty hoc hoi va nang cao tieu chuan dch vu. Tm hieu nhng sai sot trong dch vu. Moi sai sot xay ra, cong ty se phai boi thng cho khach hang, cho nen cong ty phai han che nhng chi ph do cac sai sot gay ra. at ra tieu chuan ro rang. Tieu chuan ve bao am phai ro rang e khach hang co the trong i va nhan vien co the thc hien. Giam rui ro cho quyet nh mua hang va tang long trung thanh oi vi thng hieu . Mot khi khach hang hai long vi dch vu nay, ho se ngai gap rui ro neu th mot thng hieu mi, do o ho tr nen trung thanh vi thng hieu cu ma ho a chap nhan. Li truyen mieng co tnh tch cc. Nhng li truyen mieng cua khach hang a c hai long vi s phuc vu se gop phan tang uy tn cua cong ty. Khuyen khch khach hang phan hoi y kien. S bao am se tao thuan li cho cong ty dch vu thu thap c thong tin phan hoi t khach hang.

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at gia cao hn. Nhng cong ty noi tieng thng at gia cao hn bnh thng khi a ra dch vu co bao am, bi v ho biet rang khach hang san long tra them tien e giam rui ro. Tang th phan va doanh thu. Mot bao am c thiet ke tot se gop phan tang doanh thu, tang s trung thanh oi vi thng hieu va co kha nang tang gia ban.

S bao am mang lai nhieu li ch cho cong ty, nhng chi ph cua no la bao nhieu? Mot bao am thng gom 2 loai chi ph: chi ph trc tiep (thiet ke, th nghiem) va chi ph gian tiep (anh hng len viec van hanh va chat lng dch vu). Y tng ve s bao am khong phc tap. Tuy nhien, cong ty phai het sc can trong khi thiet ke va thc hien no. Mot thiet ke toi co the tac ong xau en hnh anh cua cong ty va long trung thanh cua khach hang. Ngc lai, neu s bao am xac nh c yeu cau khach hang va c ap ng, no se cai tien ang ke hnh anh cua cong ty va co the c s dung nh mot cong cu canh tranh hieu qua. 3.4 Ke hoach bao am chat lng

S bao am chat lng the hien tat ca cac hoat ong a c hoach nh trc mot cach co he thong va nhng hoat ong nay can thiet e cung cap o tin cay thoa ang rang mot dch vu se ap ng c nhng yeu cau cu the nao o ve chat lng. Nh vay, dch vu co bao am phai i lien vi he thong bao am chat lng trong noi bo cong ty. ieu cot loi cua bao am chat lng la quyet nh xem: Bao am cai g? Bao am ti mc nao? He thong bao am chat lng: Xac nh nhng qua trnh co the lam anh hng ti cac yeu to bao am va mc bao am Xac nh phng thc, thao tac, van hanh can thiet cho tng qua trnh e bao am ap ng c cac yeu cau tren Chuan hoa va pho bien nhng chuan nay Xay dng mot ke hoach bao am chat lng trong o ng vi tng cong oan / qua trnh se ghi ro: - Yeu to dung e kiem tra - Mc o can at c cua cac yeu to o - Tieu chuan, phng cach phai tuan theo - Ten ngi chu trach nhiem Kiem lai gia tr cua ke hoach bao am chat lng

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Chon mot vai boi thng quan trong a xay ra Nguyen nhan dan en s boi thng nay phai c xac nh Nghien cu xem ke hoach bao am chat lng co nham vao giai quyet nhng nguyen nhan o khong Thc hien kiem tra e xac nh xem cac cong viec co c thc hien da theo ke hoach bao am chat lng khong. Kiem tra nh ky e chac chan rang nhng yeu to bao am va mc bao am c thc hien ung Cac bc xay dng chat lng dch vu

3.5

1. Xac nh ro oi tng khach hang 2. Xac nh ro nhng yeu cau cua nhom oi tng Da chu yeu tren 2 nguon thong tin: Nguon gian tiep - Nghien cu bao ch, tap ch co lien quan - Nghien cu so lieu xuat ban bi c quan chnh quyen - Nghien cu a co san Nguon trc tiep - Quan sat khach hang - Nghien cu nh tnh: nhom tap trung, phong van tng ngi - Nghien cu nhng quang cao cua oi thu canh tranh - Phan oan cua cac chuyen gia: oi thoai vi nhan vien ban hang, nha phan phoi 3. 4. 5. 6. 7. 8. 9. Xac nh nhng yeu cau quan trong oi vi nhom oi tng anh gia mc o thoa man khach hang cua cong ty va cua oi thu canh tranh Dien giai nhng yeu cau cua khach hang thanh nhng ac tnh chat lng Thiet lap nhng iem quan trong va at muc tieu cai tien Lap ke hoach va thc hien ke hoach anh gia s thoa man cua khach hang, li tc tren au t va th phan Hoan thien cac phng thc a c phat trien c.

4. GII THIEU

4.1

Phan loai nhng qua trnh dch vu Mc o chuan hoa Mot dch vu chuan c thiet ke cho so lng cung cap ln va ch tap trung gii han vao mot so kha canh phuc vu

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oi vi dch vu theo yeu cau cu the cua tng khach hang th s linh ong va kha nang oi tng phuc vu Tai san cua khach hang: viec bao ve chong h hai va that thoat la quan trong Hang hoa i kem do cong ty cap: d tr hang thch hp va bao ve chat lng hang la quan trong oi tng can x ly nhng khong can giao tiep vi khach hang: cong viec co the c to chc at trong tam cho hieu suat cao hn S giao tiep vi khach hang: kha nang chuyen mon va kha nang giao tiep cua nhan vien la yeu to vo cung quan trong C the khach hang: can quan tam en ac tnh thiet ke cua phng tien phuc vu va v tr thc hien dch vu Cac hnh thc giao tiep vi khach hang Khach hang phai ch than co mat va giao tiep vi nhan vien Khach hang giao tiep khong trc tiep thong qua e-mail, telephone, Khach hang hoan toan khong can giao tiep vi nhan vien Xac nh ro he thong cung cap dch vu cua cong ty

4.2

e xac nh ro he thong cung cap dch vu, chung ta nen s dung lu o e ve ra nhng bc, hoat ong c thc hien e ap ng lai s at hang cua khach hang. Chung ta nen ve ng hien th phan biet gia bo phan pha trc va bo phan hau ai cua mot he thong cung ng dch vu, xem v du hnh 8.2.3. Bo phan pha trc: ni giao tiep vi khach hang. ay khach hang cam nhan c nhng bang chng hu hnh ve dch vu Bo phan hau ai: khach hang khong nhn thay nhng hoat ong nay. Khi o chung ta nen to chc nh xng san xuat e nang cao hieu suat Thi iem biet s that Nhng iem tiep xuc mang tnh chat: chap nhan hay huy bo viec mua ban hang, hay la khach hang co hay khong tiep tuc kinh doanh vi cong ty trong tng lai. ***

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Tnh huong CHAT LNG DCH VU TAI CONG TY VIETNAM AIRLINES Vi mot no lc rat ln cua cong ty cung vi nhieu yeu to khach quan thuan li, toi hy vong rang Vietnam Airlines se at c iem hoa von trong nam nay sau khi b thua lo nang trong hai nam 1997 va 1998 va qua, Ong ao Manh Nhng, tong giam oc Vietnam Airlines, noi vi ve ay lac quan. Nganh van tai hang khong ong gop rat ln cho s phat trien kinh te va chnh tr cua quoc gia va the gii. Cung vi s phat trien cua nen kinh te Viet nam, trong nhng nam gan ay Vietnam Airlines ang phai oi mat vi s canh tranh quyet liet t cac hang hang khong Quoc te khac. e vt qua nhng thach thc va cung co v tr cua mnh tren th trng trong nc cung nh nc ngoai, cong ty can phai cai tien hoat ong dch vu cang nhanh cang tot. Nhiem vu cua Vietnam Airlines la ng dung khoa hoc va cong nghe, mua cong nghe mi rieng cho mnh nham giam bt le thuoc vao ben ngoai, cai tien chat lng cac tuyen bay e nang cao kha nang canh tranh, thu hut khach hang mi, gia tang th phan trong khu vc nh Bangkok, Hongkong, Singapore va Bac A. e thc hien c nhiem vu nay, Vietnam Airlines tap trung au t vao cac lnh vc trong yeu nh cong nghe thong tin, ao tao va ao tao lai nhan vien, cai tien chat lng dch vu va cung co th phan.
Hien thi, Vietnam Airlines co mot oi bay gom 3 chiec Boeing 767-300s, 10 Airbus A320s, 6 ATR-72s va 2 Fokke-70s. S o to chc cua Vietnam Airlines c trnh bay hnh 1. T nam 1992 en 1996 Vietnam Airlines a xay dng thanh cong danh tieng cua mnh, s tang trng hang nam rat ang chu y: 30 40%. Nhng trong hai nam va qua, cong ty a b lo nang. Nam ngoai, toc o tang trng giam xuong ch con 4,6%. ay la lan au tien cong ty phai nem mui dam chan tai cho.

Trong hai nam qua, dau hieu nen kinh te suy thoai nam ngoai tam kiem soat a gay khong t kho khan cho cong ty. Lng khach kinh doanh vao va ra a khong gia tang nh d bao, khach du lch en VN giam 12% trong nam 1998. ong Viet nam b mat gia so vi ong ola My, trong khi Vietnam Airlines phai oi sang o la My e mua cac trang thiet b thiet yeu cho cac hoat ong cua mnh nen a anh hng nhieu en tnh hnh tai chnh cua cong ty.

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Tuy nhien, trong khi o loi cho s suy thoai kinh te trong khu vc la nguyen nhan chnh cho tng lai m mt cua Vietnam Airlines, ong Nhng cung nhan thay rang ban than cong ty con ton tai nhieu mat yeu kem can phai c gap rut giai quyet. Vietnam Airlines la doanh nghiep nha nc va cung la cong ty oc quyen trong nganh van tai hang khong Viet nam. S ho tr cua chnh phu a ong vai tro trong yeu cho s phat trien cua cong ty. Tuy nhien, neu cong ty khong nhan ra va cai tien nhng yeu kem th se kho long vt qua tnh trang kho khan a gap phai trong hai nam va qua va hoan thanh nhiem vu hanh ong cua mnh trong nhng nam ti.
Cac chi nhanh Tong cong ty Hang khong Viet nam Ban giam oc Tong giam oc Vietnam airlines

Phong Lap ke hoach Tiep th

Phong Nghien cu Th trng

Phong Tai chnh va Ke toan

Trung tam dch vu

Cong ty dch vu mat at

2 x nghiep bao dng so. a75 & a76

Cong ty suat an hang khong

Hnh 1: S o to chc cua Vietnam Airlines Trong nganh dch vu nh dang Vietnam Airlines, viec nghien cu chat lng dch vu la rat quan trong cho cai tien kha nang thc hien. Cao Cng, mot tr ly ac biet cua ong Nhng, a c uy nhiem e thc hien nghien cu cac qua trnh dch vu cua Vietnam Airlines thong qua tiep xuc vi khach hang va cac phong ban khac nhau. Thc te, anh ta a gap kha nhieu kho khan khi tiep xuc vi cac bo phan phong ban, nhng anh ta a nhan c nhng ket qua hu ch bu ap cho s no lc cua mnh.

Phong Lap lch trnh bay

Phong Dch vu tiep th

Phong Nhan s

Van phong t van hanh chnh

Cac van phong cong oan va ang uy

Phong Kiem soat Chat lng

Phong An toan va Bao hiem

Phong Cong nghe Thong tin

Phong Ke hoach va au t

Phong Cong tac oi ngoai

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S cam ket cua nha quan ly Hien tai Vietnam Airlines ang nhan manh cac muc tieu tap trung thoa man khach hang. Cac muc tieu chat lng dch vu la thc hien ung gi, lch trnh hp ly oi vi khach hang, phuc vu tot cho khach hang, Mac du cong ty a nh ngha mot vai muc tieu cho chat lng dch vu, nhng cac nha quan ly van cam thay lung tung trong viec trien khai cac muc tieu thanh cac ke hoach hanh ong e nhan vien thc hien. Thc te cung cha co mot chng trnh nao ve chat lng trong noi bo cong ty. Nghien cu tiep th Gan ay, nghien cu tiep th cua Vietnam Airlines cung co nhieu cai tien. Chi ph cho cac hoat ong tiep th gia tang. Tuy nhien, ket qua cua cac nghien cu van cha c s dung e a ti s cai tien. Hn na, viec tiep xuc trc tiep gia cac nha quan ly va khach hang cua Vietnam Airlines con rat han che. Ket qua cua mot nghien cu cho thay rang mot yeu to quan trong cua chat lng dch vu hang khong la viec thc hien ung gi. Hnh 2 trnh bay cac ly do cham tre cac chuyen bay cua Vietnam Airlines. So lng cac chuyen bay b tre rat cao. Nhieu ly do la cac van e ky thuat. Vietnam Airlines van con ang dung nhng may bay kieu cu cua Lien xo trong cac tuyen noi a, ma nhng loai nay a loi thi va khong co phu tung thay the, ieu nay a anh hng en chat lng dch vu cua Vietnam Airlines. Khach hang cung than phien ve chnh sach en bu cua Vietnam Airlines, nhn chung cac chnh sach nay cha thoa ang va khach hang gap nhieu kho khan tr ngai e at c s en bu hay e c giai quyet. Ti nay, chnh sach boi hoan van cha co cai Ky thuat 22% Thi tiet 10%

Khac Khong tre 5% 63% Hnh 2: Cac ly do tre gi bay tien ang ke. Truyen at thong tin Co 3 cap quan ly gia nhan vien tiep xuc trc tiep khach hang vi cac nha quan ly cap cao. Cac cap nay gom ngi giam sat, trng phong va giam oc.

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Kha nang truyen at thong tin tot phu thuoc vao nang lc cua nhan vien tiep xuc trc tiep vi khach hang va tham ch ca cua cac nha quan ly na. Cong ty a tuyen mot oi ngu nhan vien tiep xuc trc tiep vi khach hang co trnh o nh oi ngu tiep vien tren may bay, nhng cung co nhieu nhan vien khong c ao tao can than ve viec ho phai hieu nhng thong tin can thiet phai bao cao lai len cap tren cung nh lam the nao ho thc hien bao cao o. Dng nh khong co s phoi hp ong bo gia phong quang cao va phong ban ve. Mot so nhan vien ban ve noi rang ho luon b ngac nhien khi khach hang hoi ve viec khuyen mai cua cong ty. Viec quang cao Vietnam Airlines c thc hien oc lap ma khong thong bao cho cac bo phan phong ban khac, nen nhan vien thuoc bo phan khac khong the cung cap cac dch vu ap ng ung vi nhng g a ang tren quang cao. ao tao Trong nhng nam va qua, Vietnam Airlines a co gang rat nhieu trong viec ao tao oi ngu tiep vien hang khong. Nhng ngi mi tuyen dung c tham gia chng trnh ao tao trong 6 thang va 3 thang sau ho phai vt qua ky thi kiem tra nang lc. Chng trnh ao tao c thiet ke vi s tr giup cua Singapore Airlines va Cathay Pacific. Ho con giup Vietnam Airlines ao tao nhng ngi lam cong tac ao tao va cac giam sat vien. Trong khi cong ty a xay dng c mot chng trnh ao tao at tieu chuan cao cho oi ngu tiep vien, th chng trnh ao tao cho oi ngu nhan vien phuc vu mat at cha c au t thoa ang. Lam viec nhom Nhan vien cua Vietnam Airlines a khong c ao tao cach lam viec theo nhom chnh v vay co bo phan nhan vien phai lam viec rat nhieu nhng cung co bo phan nhan vien lam viec kha nhan. Tham ch cung mot bo phan co nhan vien lai qua ban ron, trong khi co nhan vien lai ranh roi. Chang han, trong phong at ve, co Hng, mot nhan vien ban ve, qua ban ron vi mot hang dai khach hang, trong khi o co Lan, ngi thu tien, th ranh roi, hay te hn oi khi co ta con uong ca phe hay tan gau. Qua trnh cung cap dch vu Viec hieu ro nhng cam nhan va mong muon cua khach hang ve chat lng dch vu cua Vietnam Airlines la rat quan trong trong viec anh gia thc hien cua cong ty. Qua trnh cung cap dch vu cua Vietnam Airlines c mo ta trong hnh 3.
Cac dch vu at ve Cac dch vu trc khi bay Cac dch vu trong khi bay Cac dch vu sau khi bay

Hnh 3: Qua trnh cung cap dch vu trong nganh hang khong 56

Dch vu at ve Hau het cac khach hang eu thoa man vi dch vu at ve cua Vietnam Airlines. Ho cho rang ng day ien thoai luon san co khi goi en va phong at ve cung cap cho ho tat ca nhng thong tin can thiet ve cac chuyen bay mot cach nhanh chong va chnh xac, o thc s la no lc rat ln cua Vietnam Airlines. Vao cuoi nam 1991, Vietnam Airlines tham gia vao he thong at ve c x ly bang may tnh tren pham vi toan cau GABRIEL-2, mot trong nhng mang li at ve ln nhat tren the gii hien nay. Cac dch vu trc khi bay Qua trnh ang ky cua Vietnam Airlines thng bat au 150 phut trc gi bay. Thi gian ch i cua khach hang e c ang ky khong qua 12 phut. Thi gian lam thu tuc ang ky cua cac tat ca cac loai khach hang eu khong qua 3 phut. Theo ong nh, mot giam sat vien dch vu mat at, khach hang kha hai long ve qua trnh lam thu tuc ang ky nay. Sau khi ang ky, khach hang phai i khoang na gi trc khi len may bay. Vao luc nay, rat nhieu dch vu c thc hien e phuc vu khach hang chang han nh lien lac vi ben ngoai, an uong, mua sam. Hau het moi ngi eu khong hai long ve dch vu giai tr trong phong i. Rat t loai bao ch hay tap ch, cac phim chieu giai tr khong hap dan. Them vao o, chat lng cua cac trang thiet b trong phong i chang han nh ghe ngoi va toilet cha c tot. Tuy nhien, cac nhan vien phuc vu ay c khach hang anh gia rat cao. Cac dch vu tren chuyen bay Trong chuyen bay, nhieu khach hang rat hai long vi chat lng phuc vu cua Vietnam Airlines, chang han nh, nc uong hp khau v, cho ngoi de chu, cac trang thiet b tien li, va cac phuc vu kp thi, ac biet la thai o phuc vu cua cac tiep vien. Mac dau vay, khach hang thng than phien ve cac loai giai tr hien tai trong suot chuyen bay. Vietnam Airlines ch cung cap mot vai loai bao cua Viet nam va cua chnh Vietnam Airlines xuat ban nh Heritage, nhng t bao nay dng nh chang hu ch nhieu cho khach hang. Cac dch vu sau chuyen bay Dch vu en la khau cuoi cua dch vu hang khong, no phu thuoc vao chu quan san bay nay hn la vao cong ty. No oi hoi s hp tac tot nhat gia san bay en va cong ty. khau nay, khach hang thng than phien ve hanh ly cua ho b hong, b cham tre hay that lac, hoac ho gap nhieu tr ngai khi khieu nai, Tuy nhien, so khach hang than phien dang nay khong nhieu. Noi chung, khach hang kha thoa man vi cac dch vu hien tai nhng ho mong muon c phuc vu tot hn.

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Thc te, khach hang en vi Vietnam Airlines do gia thap hn la do chat lng dch vu cua cong ty. Khach hang cam nhan chat lng dch vu cua cong ty ch mc kha hai long ma thoi. Nen kinh te Viet nam va trong khu vc c d bao la on nh trong nam nay. Cong ty hy vong rang chnh phu se chap thuan viec nang gia ve noi a v gia ve noi a hien nay thap hn so chi ph van hanh. ay la hai li the cho Vietnam Airlines trong viec co gang at c iem hoa von trong nam nay. Tuy nhien, cong ty cung nhan thay rang viec nang cao chat lng dch vu la moi quan tam hang au cua cong ty e cong ty co the duy tr c khach hang, thu hut them nhieu khach hang mi, va gia tang th phan tren th trng the gii. Lam cai g, lam nh the nao va lam au la nhng thach thc cho cac nha quan ly cao cap cua Vietnam Airlines. ***

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Chng 8: NNG SUT & O LNG HIU QU CA DCH V Mc tiu yu cu : hiu c nng sut v phng php o lng nng sut trong dch v. Ni dung chnh : Vai tr ca nng sut trong dch v Phn tch d liu v o lng hiu qu ca dch v ROCE: Ch s li ch trn vn u t - Tin - Li ch vi cng ng, a phng - To cng n vic lm - Mi trng mi sinh

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Chng 9: MT S CNG C TAN HC NG DNG TRONG DCH V Mc tiu yu cu : s dng mt s cng c tan hc ng dng trong dch v: Bi tan ngi du mi, lp lch vn chuyn, h thng tn kho Ni dung chnh : Bi tan ngi du mi Lp lch vn chuyn H thng tn kho *** I. Bi ton ngi du mi Mt thanh tra cn thu thp kin ca mt s thn ch theo k hach hng nm. C 5 i l chnh thuc khu vc do anh ph trch, tn ca cc nh i l ny l: Kim, Mc, Thy, Ha, Th. Sau khi tham kho bn thnh ph v tnh tan, anh thnh lp mt bn lit k khang cch gia cc i l nh sau:
T VP.Cty Kim Mc Thy Ha Th n VP.Cty 52 75 88 15 50 Kim 52 45 12 30 48 Mc 75 45 8 21 42 Thy 88 12 8 16 33 Ha 15 30 21 16 25 Th 50 48 42 33 25 -

Ngi qun l bn hng ny cn sp xp cuc thm ving theo khang cch i li l b nht. II. Lp lch vn chuyn

III.

H thng tn kho ***

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