1. Tn ti: So snh s tha mn ca khch hng qun Hai B Trng H Ni vi 3 mng vin thng Viettel, Vinaphone, mobiphone. 2.

2. L do chn ti: Vic lm khch hng hi lng tr thnh mt ti sn quan trng i vi cc doanh nghip v t chc trong n lc nng cao cht lng dch v, t nng cao nng lc cnh tranh ca doanh nghip. Thc t kinh doanh cho thy, mt doanh nghip nu gia tng c 5% khch hng trung thnh nh s hi lng ca h v sn phm, dch v, th li nhun s tng ln c khong 25% n 85%. iu ny cng hon ton ng vi ngnh dch v vin thng di ng nc ta, ni ang c xem l mt trong nhng th trng c tim nng tng trng bc nht chu . S khc bit ca dch v vin thng di ng so vi cc ngnh khc l ch: lm khch hng tha mn th cn phi c nhng phng thc ring, v gn lin vi cht lng dch v vin thng di ng, m thng c khch hng rt d cm nhn. Khi khng lm tha mn khch hng th khng nhng nh cung cp dch v rt kh gi c khch hng hin ti, m cn ng trc nguy c lm mt i cc khch hng tim nng khc, bi v mt khch hng nu tht vng s k cho nhiu ngi khc. V trong cuc chy ua ny, cht lng dch v v chnh sch chm sc khch hng s l nhn t quyt nh s thnh bi ca mi nh mng. c bit trong nm 2011 vi cc s bo ca cc chuyn gia vin thng, th trng s bc sang mt giai on mi: gi thu bao quan trng hn l pht trin thu bao mi. Tuy vn c tm quan trng nh vy, nhng cho n nay cha c nhiu nghin cu trong lnh vc ny, c bit trong lnh vc vin thng di ng, ni m yu t khch hng hi lng s tr thnh vn then cht trong chin lc cnh tranh gia nhng nh cung cp dch v. iu ny cng tr nn c bit hn sau khi Vit Nam tr thnh thnh vin chnh thc ca WTO vi nhng cam kt m ca hon ton th trng vin thng cho cc i tc nc ngoi. Phm vi nghin cu tp trung vic lm r s hi lng ca khch hng cng nh nhng nhn t nh hng ca n trong s cc khch hng s dng dch v ca ba nh cung cp dch v vin thng di ng hng u hin nay ca nc ta: Vinaphone, Mobifone, v Viettel ti H Ni. 3. Khi nim cn o lng: S tha mn ca khch hng. Theo Philip Kotler, s tha mn- hi lng ca khch hng (customer satisfaction) l mc ca trng thi cm gic ca mt ngi bt ngun t vic so snh kt qu thu c t vic tiu dng sn phm/dch v vi nhng k vng ca anh ta. Mc hi lng ph thuc s khc bit gia kt qu nhn c v k vng, nu kt qu thc t thp hn k vng th khch hng khng hi lng, nu kt qu thc t tng xng vi k vng th khch hng s hi lng, nu kt qu thc t cao hn k vng th khch hng rt hi lng. K vng ca khch hng c hnh thnh t kinh nghim mua sm, t bn b, ng nghip v t nhng thng tin ca ngi bn v i th cnh tranh. nng cao s tha mn ca khch hng, doanh nghip cn c nhng khan u t thm m ch t cng l u t thm nhng chng trnh marketing. Trong bi cnh cnh tranh, s khn ngoan ca mi doanh nghip l ch cn to s tha mn ca khch hng cao hn i th cnh tranh. Nh vy s hi ha li ch ca khch hng v li nhun ca doanh nghip. D sao th s tha mn, hi lng ca khch hng cng c nhng nh hng ti lng trung thnh

vi thng hiu ca nh sn xut. Tuy nhin s hi lng khng bn vng v cng kh lng ha. Yu t thc s quyt nh lng trung thnh ca khch hng l gi tr dnh cho khch hng. Gi tr khch hng to ra s hi lng-mc tha mn ca khch hng. Doanh nghip cn o lng mc tha mn ca khch hng ca mnh v ca i th cnh tranh trc din. C th thng qua cuc iu tra hay ng gi ngi mua sm. Nhng thng tin v gim st mc tha mn ca khch hng ca doanh nghip so vi khch hng ca i th l tn hiu bo trc v tnh trng mt khch hng, gim th phn trong tng lai. Cn thit lp nhng knh thng tin khch hng gp hoc khiu ni. Mc khiu ni khng th dng lm thc o s tha mn ca khch hng v phn ln s khng hi lng khch hng khng khiu ni. 4. Cc ch bo: Ch s nh gi mc hi lng ca khch hng ECSI Vic tha mn khch hng tr thnh mt ti sn quan trng i vi cc doanh nghip v t chc trong n lc nng cao cht lng dch v, gi vng s trung thnh, nng cao nng lc cnh tranh ca doanh nghip. Nm 1989, ch s (barometer) o mc hi lng u tin c ra i ti Thy in (Swedish Customer Satisfaction Barometer - SCSB) nhm thit lp ch s hi lng ca khch hng i vi vic mua v tiu dng sn phm - dch v ni a. Trong nhng nm sau , ch s ny c pht trin v ng dng rng ri ti cc nc pht trin nh M - ACSI [4], Na Uy NCSI [2, 3], an Mch - DCSI v cc quc gia EU ECSI (1998) [8]. Ch s ny c th thc hin trn phng din quc gia (cc doanh nghip, cc ngnh s tha mn nh th no i vi khch hng ca h) hoc gc ni b ngnh (so snh s tha mn ca cc doanh nghip trong phm vi mt ngnh) v so snh gia cc thi im khc nhau ( nhn thy s thay i). T , cc doanh nghip c th bit c v th, s nh gi ca khch hng i vi doanh nghip hoch nh cc mc tiu v chin lc kinh doanh. Vi vn nghin cu: so snh s tha mn ca khch hng vi cc mng vin thng Viettel, Vinaphone, Mobifone ti H Ni ph hp vi s dng m hnh ECSI (European Customer Satisfaction Index). Xung quanh bin s ny l h thng cc mi quan h nhn qu xut pht t nhng bin s khi to nh s mong i (expectations) ca khch hng, hnh nh (image) doanh nghip v sn phm, cht lng cm nhn (perceived quality) v gi tr cm nhn (perceived quality) v sn phm hoc dch v km theo n cc bin s kt

qu ca s hi lng nh s trung thnh (customer loyalty) hay s than phin ca khch hng (customer complaints). M hnh ch s hi lng khch hng cc quc gia EU (European Customer Satisfaction Index ECSI)

Hnh nh

(Image)

S mong i (Expectations) Gi tr cm nhn (Perceived value) Cht lng cm nhn v sn phm (Perceved quality-Prod) dch v (Perceved qualityServ) S hi lng ca khch hng (SI) S trung thnh (Loyalty)

5. i tng iu tra, n v iu tra, phm vi iu tra 5.1 . i tng v phm vi nghin cu 1.1. i tng nghin cu: Cc khch hng t 15 n 60 tui khng phn bit gii Phm vi nghin cu: Cuc nghin cu c tin hnh trn a bn qun Hai B Gii hn ca cuc nghin cu Cuc nghin cu ch c tin hnh trong thi gian ngn (5 tun) trn quy m mu nh t 200-300 i tng do nhm sinh vin gm 5 c nhn thc hin nn c th dn ti 1 s sai st nht nh. V d: khng thu li s phiu pht, khng nghin cu c nhiu cc i tng thuc nhiu ngnh ngh khc, cc qun khc Cc sai s ny c th nh hng ti kt qu thu c v nhng phn tch m nhm a ra. 6. K hoch thc hin tnh, cng vic c s dng in thoi di ng sng ti qun Hai B Trng, H Ni. Trng, H Ni

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STT 01 02 03 04 05

H v tn Nguyn Th Hng Nhung Mai Th Nguyt Anh Nguyn Thanh Mai Nguyn Th Thu Hin L Quc Minh

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M s SV CQ512321 CQ513532 CQ510557 CQ511389 CQ512102

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