Trang 1

LI NOI AU
1. S CAN THIET CUA E TAI:
Cong ty VMS MobiFone c thanh lap vao nam 1993, ay la cong ty
au tien tai Viet Nam cung cap mang di ong, tnh en nam 2005 tong thue bao
hien co trong mang khoang 2 trieu.
Trc nam 2004 th trng mang di ong Viet Nam b chi phoi bi hai cong
ty VMS - MobiFone va VinaPhone (trc thuoc tong cong ty VNPT), ngoai ra e
tao ieu kien cho cac doanh nghiep kinh doanh trong nganh di ong noi rieng va
moi nganh trong nen kinh te Viet Nam noi chung nang cao sc canh tranh, Bo
Bu chnh Vien thong va e trnh len Chnh phu D thao chnh sach ho tr san
pham cong nghe thong tin trong iem.
Nhng sau nam 2004 hai cong ty tren ang gap rat nhieu kho khan vi s
ra i cua hai cong ty: S Fone (thanh lap cuoi nam 2004) va Viettel (thanh lap
au nam 2005). Theo ke hoach e ra cuoi nam 2005 se co them hai cong ty kinh
doanh lnh vc di ong o la VP Telecom va Hanoi Telecom va khi nc ta gia
nhap vao th trng thng mai the gii (WTO) se co rat nhieu cong ty trong va
ngoai nc kinh doanh mang di ong.
Ben canh o cac c quan chu quan hien ang thc hien theo khuynh hng
nh li cua Giao s Nguyen Quang A chu nhiem Tap ch Tin hoc va i song
noi: e co canh tranh lanh manh tren th trng, c quan chu quan can kiem
soat chat che nhng doanh nghiep chiem th phan khong che hien nay va nang
cac nha cung cap mi e ho canh tranh ngang nga vi nhau.
Theo thong tin t th trng Bo bu chnh vien thong Tran c Lai: Hien
nay a co 6 doanh nghiep c cap giay phep cung cap dch vu di ong, chng
Trang 2
to th trng vien thong khong con oc quyen ti ay Bo se tang cng quan ly
chat lng oi vi tat ca cac doanh nghiep e han che phien ha cho khach hang
khi s dung dch vu di ong.
Th trng Mai Liem Trc cho rang, thi gian bao ho vai nam con lai la rat
quan trong e doanh nghiep Viet Nam chuan b cho hoi nhap, bi khi tham gia
vao san chi the gii, du muon hay khong cung phai pha bo moi rao can cho phu
hp vi thong le quoc te.
ng trc nguy c canh tranh gay gat, s quan ly chat che va s han che
tren mot so lnh vc cua cac c quan chu quan, oi hoi cac cong ty kinh doanh
mang di ong noi chung va cong ty VMS MobiFone phai co nhng chien lc
canh tranh hoan hao, biet phat huy li the canh tranh, phai biet xac nh va anh
gia xem nhng yeu to nao co anh hng en chat lng san pham va dch vu do
cong ty cung cap, nhng yeu to nao co tac ong manh me en quyet nh la
chon san pham dch vu cua ngi tieu dung va nhng ke hoach thc hien giup
cong ty phat trien ben vng.
Toi a tng hoi ngi bm xang tai mot tram xang rang v sao cay xang
cua anh ta luc nao cung ong khach con cay xang ben kia ng lai gan nh
khong co ngi khach nao. Nha kinh doanh khon ngoan nay a tra li: v ho
lam an khac chung toi. Ho kinh doanh mot tram xang dau, con chung toi la mot
tram phuc vu (Norman Augustine, Former Chairman of Martin Marietta in
Augustines Laws).
Xuat phat t yeu cau thc te tren, tac gia a chon e tai: GIAI PHAP
NANG CAO CHAT LNG DCH VU DI ONG CUA TRUNG TAM
THONG TIN DI ONG KHU VC II CONG TY VMS MOBIFONE.

Trang 3
2. MUC TIEU NGHIEN CU:
Nh a trnh bay phan tren, s thoa man cua khach hang la yeu to het
sc quan trong, no quyet nh en s thanh cong hay that bai cua mot doanh
nghiep, ac biet la nhng doanh nghiep hoat ong trong lnh vc dch vu.
Nham gop phan giup cho Trung tam thong tin di ong khu vc II - Cong ty
VMS MobiFone co them c s trong viec a ra nhng chnh sach thc hien va
anh gia s thoa man cua khach hang. Nghien cu nay nham cac muc ch sau:
- Tm ra nhng yeu to anh hng en chat lng dch vu di ong cua
Trung tam thong tin di ong khu vc II Cong ty VMS MobiFone.
- Xac nh mc o quan trong cua cac yeu to va s anh hng cua no en
quyet nh la chon cua ngi tieu dung khi chon mang thong tin di ong e s
dung.
- Phan tch s ap ng cac dch vu cua Cong ty oi vi yeu cau cua ngi
tieu dung va anh gia mc o thoa man cua ho.
- e ra mot so giai phap e nang cao chat lng dch vu thong tin di ong
cua MobiFone.
3. PHAM VI VA PHNG PHAP NGHIEN CU:
3.1. Pham vi nghien cu:
e tai nay ch tap trung nghien cu cac yeu to tac ong en chat lng
dch vu di ong cua Trung tam thong tin di ong khu vc II Cong ty VMS
MobiFone khi cung ng cho nhng khach hang a va ang s dung mang di
ong tai khu vc thanh pho Ho Ch Minh moi la tuoi. Ben canh o tm kiem
cac yeu to co anh hng quan trong en khach hang khi quyet nh la chon cac
san pham, dch vu e s dung.
Trang 4
3.2. Phng phap nghien cu:
e tai c nghien cu thong qua hai bc:
Phng phap nh tnh: e kham pha, ieu chnh va bo sung nhng yeu to
anh hng en chat lng cua cong ty thong tin di ong VMS MobiFone noi
chung va Trung tam thong tin di ong khu vc II noi rieng.
Phng phap nh lng: tien hanh nghien cu chnh thc nhng yeu to a
c xac lap t viec tham do, phong van vi mot kch thc mau n = 204 e
kiem nh nhng thang o va xem xet mc o quan trong cua cac yeu to.
Sau khi nghien cu chnh thc cac yeu to a c xac lap, tac gia s dung
phan mem SPSS 11.5 e x ly va phan tch cac thong tin co c thong qua:
bang tan so ong thi tnh toan cac ai lng thong ke mo ta ket hp o th,
phng phap o tin cay Cronbach Alpha, EFA phan tch nhan to bang SPSS va
phan tch phng sai 1 yeu to (One Way ANOVA).
4. Y NGHA THC TIEN CUA E TAI:
Ket qua nghien cu nay giup cho Ban giam oc cong ty xac nh cac yeu
to chnh co anh hng en chat lng mang di ong, cac yeu to quan trong tac
ong ln en quyet nh cua ngi tieu dung khi la chon mang di ong e s
dung.
T o co the e ra nhng chien lc, ke hoach cu the trong tng giai oan
e cai tien hoat ong, toi a hoa s thoa man cua khach hang, thu hut khach
hang en vi cong ty va nang cao s canh tranh, phat trien ben vng.
5. KET CAU CUA LUAN VAN:
Luan van c chia thanh 3 chng:
Chng 1: Trnh bay ly thuyet ve chat lng.
Chng 2: anh gia chat lng dch vu thong tin di ong cua Trung tam
thong tin di ong khu vc II Cong ty VMS MobiFone.
Chng 3: Mot so giai phap nham nang cao chat lng dch vu khach hang.




Trang 5
0HN0 1: 0 6 lY lAN Yf 0HAT lN0 l0H Y l N0:
1.1. LY THUYET VE CHAT LNG:
1.1.1. Khai niem ve chat lng:
Khi noi en ch Chat lng ta thng ngh en san pham, dch vu hao
hang at c bang hay hn ieu mong i cua ngi mua. ieu mong i nay
c da tren mc o s dung mong muon va gia ban. Khi mot san pham, dch
vu vt qua ieu mong i th ta coi san pham hay dch vu nay la co chat lng.
Nh vay, chat lng la mot ieu g hi m ho da vao nhan thc, neu ta co gang
lng hoa chat lng th co the bieu hien nh sau:
Q = P / E
Trong o: Q: Chat lng ; P: ac tnh s dung ; E: o mong i
Neu Q > 1 khach hang co cam giac la san pham, dch vu co chat lng tot.
Tat nhien la viec xay dng P va E eu da tren s nhan thc ve ac tnh
cua nha san xuat va s mong i cua khach hang ve san pham dch vu.
Di con mat cua nha san xuat, chat lng la lam sao cho san pham cua
mnh ap ng c ieu mong i cua khach hang vi mot chi ph co the chap
nhan c, neu qua trnh san xuat co chi ph khong phu hp vi gia ban th
khach hang se khong chap nhan gia tr cua no, co ngha la gia ban > gia ma
khach hang chu tra e oi lay cac ac tnh cua san pham, nh vay ta thay la
cach nhn ve chat lng gia nha san xuat va ngi tieu dung co khac nhau
nhng chung khong oc lap vi nhau.
Trang 6
Y ngha chat lng
Cach nhn cua NSX Cach nhn cua KH
CL cua phu hp
- Phu hp vi ac
tnh ky thuat.
- Chi ph
CL cua thiet ke
- ac tnh cua chat
lng
- Gia ban
SX
Mar
Thoa man nhu cau KH

S o 1.1: Moi quan he gia 2 cach nhn ve chat lng
Nhng cuoi cung cach nhn cua khach hang bao gi cung noi bat hn va
c coi trong hn trong xa hoi ngay nay v khach hang la ngi quyet nh en
van menh cua doanh nghiep: ton tai hay khong ton tai, phat trien hay khong.
1.1.2. anh gia chat lng:
Theo tieu chuan Viet Nam ISO 9000 2000 (tieu chuan chat lng Viet
Nam) anh gia chat lng la: s xem xet oc lap va co he thong nham xac nh
xem cac hoat ong va ket qua lien quan en chat lng co ap ng c cac qui
nh a e ra va cac qui nh nay co c thc hien mot cach hieu qua va thch
hp e at c cac muc tieu hay khong. Hay noi cach khac, anh gia chat
lng la nham tm ra nhng iem khong phu hp cua mot he thong quan ly chat
lng. iem khong phu hp la s khong tuan thu hoac cha at c yeu cau a
qui nh.
anh gia chat lng san pham hay dch vu co ngha la xem xet mot cach
ky lng cac ac iem cua san pham hay dch vu o e xac nh xem no co ap
ng cac thong so ky thuat a at ra hay khong?.

Trang 7
1.1.3. Cac loai hnh anh gia chat lng:
ISO 9000 mo ta ba loai hnh anh gia: anh gia chat lng noi bo, anh gia
cua ben th hai va anh gia cua ben th ba, trong o hai loai anh gia sau cung
c goi la anh gia ben ngoai. Muc ch va oi tng thc hien cua cac loai
hnh anh gia nay co the c tom lc nh sau:
Bang1.1: Muc ch cua cac loai hnh anh gia

LOAI HNH
ANH GIA
MUC CH ANH GIA
C THC HIEN BI
HOAC THAY MAT CHO
Ben
Trong
anh gia
chat lng
noi bo
Nham cung cap thong tin e ban
giam oc xem xet, t o a ra
bien phap cai tien hay hanh ong
phong nga hoac khac phuc.
Chnh doanh nghiep
anh gia cua
ben th hai
Nham xac nh doanh nghiep co
la mot nha cung cap ang tin cay
Khach hang cua
doanh nghiep
Ben
Ngoai
anh gia cua
ben th ba
e doanh nghiep at chng ch
hoac e c cap giay ang ky,
hoac c anh gia da theo tieu
chuan qui nh.
Cac c quan anh
gia oc lap
1.1.4. Vai tro cua cac ben trong mot cuoc anh gia:
Nh a biet, thong thng co ba ben tham gia vao mot cuoc anh gia, o
la: khach hang, ben c anh gia va ben anh gia. Vai tro cu the cua tng ben:
Trang 8
Khach hang: khach hang la ngi khi xng cac cuoc anh gia noi bo,
anh gia cua ben th hai va ben th ba. Khach hang ong vai tro:
- e xuat cuoc anh gia.
- Thong qua muc tieu va pham vi anh gia.
- Nhan bao cac anh gia
Vai tro cua ben c anh gia:
- Cong tac vi cac anh gia vien trong cac giai oan chuan b, thc hien
va ket thuc anh gia.
- Thong bao cho cac nhan vien co lien quan ve nhng muc tieu va pham
vi anh gia.
- Cung cap cac phng tien va nguon lc cho cac anh gia vien e giup
ho thc hien cong viec co hieu qua
Vai tro cua ben anh gia:
- Tien hanh anh gia chat lng theo thu tuc va ke hoach a thoa thuan.
- Tm va phat hien s khong nhat quan gia cong viec thc te va nhng
thu tuc a c phe duyet (cac iem khong phu hp).
- Bao cao va lu gi ket qua ve nhng phat hien
1.2. CHAT LNG DCH VU:
1.2.1. nh ngha chat lng dch vu:
Dch vu la san pham vo hnh va c the hien thong qua qua trnh tiep xuc
gia nha cung cap dch vu va khach hang nham thoa man nhng nhu cau cua ho
mong i co c trc o cung nh la tao ra c gia tr cho khach hang.
Trang 9
Chat lng dch vu phu thuoc vao nang lc (competence, proficiency) va
tay nghe (skill, professional, experience).
Chat lng dch vu c anh gia la tot khi nang lc va tay nghe cua cong
ty cung ng ngay c nang cao va ap ng nhieu hn nhng g ma khach hang
mong i khi en thc hien hay s dung dch vu tai cong ty.
1.2.2. Nam khoang cach nhan thc chat lng dch vu:
Ket qua nghien cu ve chat lng dch vu cua cac nha nghien cu a neu
ra 5 khoang cach chat lng:
Khoang cach th 1: the hien s khac biet gia ky vong cua khach hang ve
chat lng dch vu va cac nha quan tr dch vu cam nhan ve ky vong cua khach
hang nay. iem c ban cua s khac biet nay la do cong ty dch vu khong hieu
het nhng ac iem nao tao nen chat lng cua dch vu cung nh la cach chuyen
giao chat lng dch vu cho khach hang e thoa man nhu cau cua ho.
Khoang cach th 2: cac cong ty dch vu gap kho khan trong viec chuyen
nhng ky vong cua khach hang ve chat lng dch vu vao san pham dch vu ma
cong ty cung cap. Trong thc te nhieu khi cong ty nhan thc rat ung an ve ky
vong cua khach hang the nhng khi tien hanh chuyen giao lai khong thoa man
ung nh ky vong cua khach hang. Nguyen nhan cua van e nay phu thuoc vao
rat nhieu van e nhng nguyen nhan chnh do trnh o chuyen mon cua oi ngu
nhan vien hoac do cau ve dch vu qua cao.
Khoang cach th 3: s chuyen giao tieu ch chat lng theo yeu cau cua
khach hang t nhan vien thc hien cua cong ty. Neu nhan vien lam ung trach
nhiem th san pham dch vu cua cong ty se thoa man toi a nhu cau cua khach
hang va ngc lai.
Trang 10
Khoang cach th 4: s that vong cua khach hang ve chat lng dch vu
thap hn so vi mong i cua khach hang, khi ho b tac ong t cac chng trnh
quang cao, tiep th san pham dch vu cua cong ty tren cac phng tien thong tin
ai chung.
Khoang cach th 5: anh gia cua khach hang sau khi s dung san pham
dch vu, neu san pham dch vu ap ng ung nhu cau cua khach hang mong i
th san pham dch vu se c anh gia co chat lng hoan hao va ngc lai.
1.2.3. Chat lng dch vu thong tin di ong:
e anh gia chat lng dch vu thong tin di ong yeu cau phai c anh
gia toan bo tat ca cac khau trong qua trnh thc hien nh: san pham dch vu cung
ng, phong cach phuc vu, chat lng san pham, chat lng song, cac chnh sach
khuyen mai nham thu hut khach hang, cong tac cham soc khach hang truyen
thong va mi, gia cc, cach tnh cc ph, hnh thc thu cc
1.2.4 ac iem cua dch vu di ong:
1.2.4.1. Khai niem:
Dch vu thong tin di ong la dch vu cung cap thong tin lien lac di ong,
khong co nh, ket noi cac cuoc goi, giup cho cac oi tng co the nhan va thc
hien cac cuoc goi, cac dch vu tien ch moi luc moi ni.
1.2.4.2. ac iem:
c the hien thong qua nhng ac iem sau:
Tnh vo hnh: cac dch vu thong tin di ong la vo hnh, khong the nem, s
hoac trong thay va c thc hien do cac c quan, to chc, doanh nghiep hoat
ong tai Viet Nam thiet lap e am bao thong tin, va c u tien s dung
Trang 11
khong gian, mat at, long at, ay song, ay bien chat lng cua dch vu di
ong c anh gia chu yeu qua qua trnh cam nhan cua ngi s dung, tuy
nhien s cam nhan cua moi khach hang lai khong giong nhau.
Tnh khong ong nhat: e nang cao chat lng phuc vu oi hoi cong ty phai
co oi ngu nhan vien co trnh o cao, gioi chuyen mon, ngoai ra cong ty phai
au t nhieu may moc thiet b rong khap tren toan quoc, chnh v the oi hoi
phai co s hp tac vi cac oi tac nc ngoai, dan en s chenh lech ve trnh o,
tieu chuan hoa e thc hien cong viec rat kho.
Qua trnh san xuat khong tach ri qua trnh tieu thu: ay chnh la van e
kho khan ln nhat cua cac cong ty cung ng di ong v neu xay ra nhng truc
trac, pham sai lam trong qua trnh dch vu th ngay lap tc se anh hng en
khach hang, chat lng dch vu cung ng v the se anh hng en van e anh
gia chat lng dch vu cua cong ty
1.2.5. Tieu ch anh gia chat lng dch vu thong tin di ong:
e lam hai long khach hang s dung mang MobiFone, Trung tam thong tin
di ong khu vc II noi rieng va cong ty VMS MobiFone noi chung a yeu cau
toan the can bo cong nhan vien trong cong ty phai thc hien ung 8 cam ket sau:
Cam ket 1: on tiep moi khach hang vi li chao, c ch, nu ci, anh mat
than thien va thch hp. Neu co the goi ten khach hang.
Cam ket 2: lang nghe va phuc vu khach hang vi thai o ton trong.
Cam ket 3: co gang tm hieu va d oan nhu cau cua khach hang nham ap
ng hn nhng mong i cua ho.
Trang 12
Cam ket 4: cung cap thong tin ung ve tat ca cac dch vu va san pham cua
MobiFone va tra li cac cau hoi cua khach hang nhanh chong va chnh xac.
Cam ket 5: khi khach hang co yeu cau hoac gap rac roi, chung ta xem o la
trach nhiem cua chnh mnh e giai quyet hoac lien he vi ngi co the giai
quyet, ong thi ch than theo doi e chac rang khach hang hai long.
Cam ket 6: gi li ha va trung thc.
Cam ket 7: ch than xin loi khach hang khi khach hang khong hai long vi
dch vu.
Cam ket 8: cam n tng khach hang va khuyen khch ho a y kien phan
hoi.
Theo nh ky cong ty c oan i kiem tra tat ca cac ca hang, bo phan
phong ban trc thuoc cong ty va anh gia tnh hnh thc hien 8 cam ket tren. T
o anh gia nhng cam ket cha thc hien ung hay van cha thc hien tot
nham khac phuc vi noi dung kiem tra cua cam ket nh sau:
Cam ket 1: giao dch vien goi ten khach hang, mc o ti ci/vui ve cua
giao dch vien khi on tiep khach hang, tam ngng cong viec e tiep on khach,
nhn khach hang khi trao oi, mi khach hang ngoi va san long giup khach.
Cam ket 2: tap trung lang nghe khach hang trnh bay, ngat li khach khi
trao oi, i khach trnh bay xong mi tra li, to thai o ke ca, cham biem, s
dung vui long va cam n trong giao tiep.
Cam ket 3: tm hieu nhu cau khach hang, nhan va hieu yeu cau cua khach,
quan tam en yeu cau cua ho.
Trang 13
Cam ket 4: hieu ung va nhanh chong ap ng yeu cau cua khach, o
chnh xac cua nhng thong tin cung cap va cach dien giai ranh mach.
Cam ket 5: the hien qua li noi san long va quan tam giup khach hang,
no lc/tm cach thc hien nhng yeu cau cua khach, tm hieu nguyen nhan van
e sai sot do ai?
Cam ket 6: thc hien ung li ha vi khach hang?, cach giai quyet van e
rac roi cua nhan vien ca hang?
Cam ket 7: xin loi khach khi cha giai quyet van e?, thai o nhan vien khi
tiep nhan van e rac roi cua khach va cach chia se nhng kho khan cua khach
hang.
Cam ket 8: thc hien hoac dien at lai phng phap giai quyet van e hom
trc, khuyen khch khach hang a ra nhng y kien phan hoi va nhng vng
mac cua khach, quan tam en khach hang va chao tam biet.
1.3. TOM TAT:
Ly thuyet ve chat lng dch vu tren the gii cho thay chat lng dch vu
la khoang cach gia chat lng cua san pham dch vu cung ng vi s mong i
cua khach hang, khoang cach gia hai yeu to nay cang ngan th khach hang
anh gia o la san pham, dch vu tot va ngc lai.
Ben canh o ieu chnh cho phu hp gia ly thuyet ve chat lng dch vu
va nhng ac iem rieng cua nganh di ong tai Viet Nam e nghien cu cac
cach thc hien nham nang cao chat lng dch vu thong tin di ong, ngoai ra con
phan tch anh hng cua cac thuoc tnh nh gii tnh, trnh o hoc van, thu nhap
cua khach hang en viec anh gia chat lng dch vu di ong.
Trang 14
0HN0 2: ANH 0lA 0HAT lN0 l0H Y KHA0H HAN0 0A
TkN0 TAM THN0 TlN l N0 KH Y0 ll 0T YM6
MlfNf:
2.1. GII THIEU VE CONG TY VMS MOBIFONE:
2.1.1. Khai quat ve cong ty VMS MobiFone:
2.1.1.1. Lch s hnh thanh va phat trien cong ty:
VMS MobiFone la nha cung cap mang ien thoai di ong au tien tai
Viet Nam va cung co toc o tang trng nhanh nhat, trong nhieu nam qua VMS
MobiFone c anh gia la mang di ong co chat lng cao va uy tn nhat
c thanh lap vao ngay 16/04/1993.
Ngay t nhng ngay au mi thanh lap, cong ty VMS MobiFone a lien
ket cung cong ty Comvik International Vietnam AB la mot trong nhng cong
ty trc thuoc tap oan Milicom International Celluler SA, tap oan vien thong
hang au the gii e xay dng mang thong tin di ong tot nhat tai Viet Nam
(hp ong c ky vao nam 1995).
T o cho en nay cong ty VMS MobiFone khong ngng phat trien ca ve
quy mo lan chat lng dch vu. Tnh en qu I nam 2003 tong so tram thu phat
song BTS len en 650 tram. Ben canh viec m rong vung phu song rong
khap tren ca nc, cong ty con a ra nhieu dch vu tien ch hien ai va a dang
e ap ng nhu cau ngay cang phong phu cua khach hang.




TCT BCVT - VNPT
Trung tam 1
Cong ty VMS
Trung tam 2 Trung tam 3
S o 2.1: Mo hnh to chc cua cong ty VMS - MobiFone
Trang 15
Trung tam I (ong tai Ha Noi): hoat ong t ngay 28/06/1994, khai thac
kinh doanh mang ien thoai di ong cac tnh pha Bac en Quang Bnh.
Trung tam II (ong tai Tp.HCM): hoat ong t ngay 07/05/1994, khai thac
kinh doanh mang ien thoai di ong cac tnh t Ninh Thuan, Lam ong en cac
tnh pha Nam.
Trung tam III (ong tai a Nang): hoat ong t ngay 28/12/1995, kinh
doanh khai thac mang ien thoai di ong t cac tnh Quang Tr en Khanh Hoa,
ac Lac.
Trung tam thong tin di ong khu vc II ra i vao ngay 09 thang 06 nam
1997 theo quyet nh so 1439/Q TCCB cua Tong giam oc Tong cong ty Bu
chnh vien thong Viet Nam.









G trung tam
ai chuyen
mach
Cac PG
Phong
TCHC
Phong KT
TK - TC
Phong
CSKH
Phong
TTCP
Phong
BH & Mar
TT DVKH
& MMT
Phong
QLT - XD
ai
145
ai
Vo tuyen
S o 2.2: Mo hnh to chc cua Trung tam thong tin di ong khu vc II

Trang 16
2.1.1.2. Muc tieu cua cong ty VMS MobiFone:
2.1.1.2.1. Muc tieu:
La mang en dch vu thong tin di ong tot nhat.
Lam hai long khach hang bang phong cach phuc vu cua mnh.
Tang cng au t thiet b tien tien e cung cap en Qu khach hang cac
dch vu ngay cang hien ai va phong phu.
2.1.1.2.2. Muc tieu cua cong ty nam 2005:
Bang 2.1: Mot so thong tin cua 4 hang di ong tren th trng Viet Nam
NOI DUNG VT MOBIFONE VINAPHONE S FONE VIETTEL
Thanh lap Nam 1994 1996 2003 2004
S dung cong nghe GSM GSM CDMA GSM
Tong thue bao tnh en nam 2005 Thue bao 2.200.000 2.500.000 450.000 1.000.000
Vung phu song tnh en nam 2005 Tnh 64/64 64/64 15/64 64/64
Loai hnh doanh nghiep DNNN DNNN DN LD DNNN
(Nguon: tac gia t tong hp t nhieu nguon)
Nam 2005 la nam cac cong ty kinh doanh mang di ong tung ra rat nhieu
chnh sach nham tao s chu y va loi keo khach hang ve pha mnh nhat la trong
nhng hoat ong lien quan en van e a dang hoa mat hang cung cap, nang
cao chat lng vung phu song, lien tuc tung ra cac chng trnh khuyen mai
chang han:
- Cong ty Hanoi Telecom (lien ket gia cong ty Hanoi Telecom va tap
oan Hutchison Communications (Hong Kong)) a c cap giay phep vao ngay
18/02/2005 phat trien mang ien thoai di ong 092, d kien cuoi nam 2005 ra
Trang 17
i vi tong von au t gan 656 trieu USD, muc tieu phat trien cua cong ty at
c 3 trieu thue bao trong vong 10 nam.
- Cong ty VinaPhone au t them 100 trieu USD (gap 3 lan mc au t
trong 9 nam va qua) e nang cap mang, tang 4 tong ai mi, lap at them 1000
tram BTS, d kien tang them 1 trieu thue bao.
- S Fone au t 40 trieu USD nham m rong vung phu song, a dang
hoa cac dch vu gia tr gia tang do cong ty cung cap en cho khach hang v du:
dch vu ket noi internet qua ien thoai di ong, dch vu tai noi dung va xem
phim trc tuyen d kien thu hut them 340000 thue bao mi en cuoi nam 2005.
ng trc tnh hnh tren cong ty VMS MobiFone a quyet nh tang
cng au t moi mat e nang cao nang lc canh tranh trong nhng nam ti, cu
the:
- au t them 145 trieu USD vao phat trien mang li, tong so von au t
toan mang la 530 trieu USD.
- Phat trien thue bao toan cong ty: 1.300.000 trong o trung tam 2 la
858.000 thue bao.
- Doanh thu cong ty: 6.000 ty ong trong o trung tam 2 la 4.200 ty ong.
- Tang cng tram phu song len con so 738 tram, 2 tong ai, 27 tram trung
chuyen BSC trong toan quoc.
- Thu hut khoang 1,5 trieu thue bao mi vao mang.
2.1.2.Chc nang cua cac trung tam:
- To chc thc hien tot cong tac ban hang, quan ly toan bo he thong cac
tnh theo khu vc a phan.
Trang 18
- To chc, thc hien cung cap cac dch vu va cong tac Marketing phu hp
vi tnh hnh thc te tai a ban hoat ong nham thu hut khach hang en vi
VMS.
- To chc va thc hien cong tac cham soc khach hang, thu cc va x ly n
ong.
2.1.3. San pham dch vu cong ty cung ng:
San pham dch vu hien nay cong ty ang cung ng cho khach hang bao gom:
- MobiFone (thue bao tra sau): cc ph hang thang bao gom thue bao co
nh + cc cuoc goi, so tien nay se c thanh toan vao cuoi thang. ay la san
pham chnh c cong ty rat chu trong va tm moi cach phat trien.
- MobiCard va Mobi4U (thue bao tra trc): e s dung qu khach se phai
mua the cao vi cac loai menh gia sau: 100.000, 200.000 e nap vao. Khi
ket thuc cuoc goi tong ai trung tam se t ong khau tr so tien tng ng vao
tai khoan a nap.
- MobiPlay: nham ho tr cho nhng oi tng khach hang co thu nhap han
che, cong ty a tung ra san pham MobiPlay (nhan tin va nhan cuoc goi), khach
hang ch can mua the cao vi menh gia: 50.000, 100.000 vi thi han s
dung toi thieu t 1 thang tr len.
Cac dch vu tien ch:
- Chuyen vung trong nc: ap dung cho nhng thue bao tra sau, khi i en
nhng ni khong co song cua MobiFone tong ai t ong se chuyen sang song
VinaPhone (neu co) va ngc lai.
Trang 19
- Chuyen vung quoc te: khach hang van s dung may va the sim e lien
lac vi gia nh va ban be trong nc khi i cong tac hay du lch nc ngoai.
- Nhan tin ngan (SMS): nhan va gi tin nhan cho gia nh, ban be trong va
ngoai nc.
- Hop th thoai: nham giup cho khach hang khi khong the tra li ien
thoai, ang ban hop, lien hoan, het pin hop th thoai se ghi am lai cac li nhan
va khach hang co the nghe lai li nhan bang may cua mnh bat c khi nao.
- MobiFun: giup khach hang tai logo, hnh anh va nhac chuong xuong may
ien thoai cua mnh hoac gi cho ngi khac.
- MobiEZ: giup khach hang nap tien thong qua ngi than hay nap tai
khoan co gia tr di 100000ong.
- Super Sim: thay simcard co dung lng ln e ap ng cac yeu cau cua
khach hang trong qua trnh s dung nh lu ten, tin nhan, co u dung lng nap
cac dch vu tien ch khac, de dang truy cap internet
Cac dch vu tien ch khac:
- Hien th so thue bao goi en.
- Ch va gi cuoc goi.
- Wap va Fax Data.
- Chuyen tiep cuoc goi.
- Nhan tin quang ba.
- MobiChat va MobiMail, Livescore, Tra cc nong.
- Tra cu lch van nien, MobiList.
Trang 20
2.2. ANH GIA CHAT LNG DCH VU KHACH HANG CUA TRUNG TAM
THONG TIN DI ONG MF:
2.2.1. Phng phap nghien cu:
e tai nay c thc hien thong qua hai bc sau:
Bc 1 - nghien cu kham pha: c thc hien bang phng phap nh tnh
thong qua qua trnh thao luan va at cau hoi, tham do y kien cua hn 100 ngi
e t o ieu chnh, bo sung cac bien quan sat dung e o lng cac noi dung
can nghien cu.
Bc 2 nghien cu chnh thc: s dung phng phap nh lng bang
cach i phat bang cau hoi (tong cong 31 cau hoi) en trc tiep nhng khach
hang a va ang s dung mang thong tin di ong MobiFone.
Thong qua bang cau hoi chi tiet nham anh gia cac thang o va mc o
quan trong cua cac yeu to tac ong vao s hai long cua khach hang. Ben canh
o ket hp vi bang ieu tra trc tiep toan nhan vien trong cong ty thc hien 8
cam ket theo qui nh e t o rut ra nhng yeu to co anh hng chu yeu en s
hai long cua khach hang khi s dung mang MobiFone.
2.2.1.1. Nghien cu kham pha (nh tnh):
Muc ch cua bc nghien cu nay la kham pha nhng yeu to tac ong en
quyet nh cua khach hang khi la chon dch vu hay san pham e s dung va
nhng yeu to anh hng en s hai long cua khach hang khi s dung mang
thong tin di ong MobiFone.
a iem nghien cu la khu vc thanh pho Ho Ch Minh.
Trang 21
oi tng nghien cu la nhng khach hang ang s dung mang MobiFone
va nhng khach hang en thc hien dch vu tai ca hang thanh pho Ho Ch
Minh.
Phng phap thu thap thong tin la at ra cau hoi: Theo anh/ch mang di
ong phai thoa man nhng tieu chuan nao th c anh gia la co chat lng tot.
Kch thc mau la hn 100 ngi tra li bang cach viet thong tin len giay vi y
tng oc lap (xem chi tiet Phu luc trang 1).
2.2.1.2. Nghien cu chnh thc (nh lng):
Muc ch cua phng phap nghien cu nay la o lng s tac ong cua
nhng yeu to anh hng en s hai long cua khach hang khi s dung mang
MobiFone, nhng yeu to quan trong e co the mi khach hang s dung mang,
gi chan khach hang va khach hang ri bo mang.
Nghien cu nay c thc hien tai thanh pho Ho Ch Minh.
oi tng nghien cu la nhng khach hang a va ang s dung mang
MobiFone va khach hang en thc hien dch vu tai ca hang thanh pho Ho Ch
Minh.
Phng phap thu thap thong tin la bang cau hoi chi tiet a c soan san
(xem chi tiet Phu luc trang 2). Kch thc mau la 204 khach hang.
2.2.1.3. Thong tin mau nghien cu:
T noi dung cua cac mau nghien cu, ta co thong tin s bo ve oi tng
khach hang nghien cu thuoc khu vc thanh pho Ho Ch Minh, mau phieu c
ien t cac khach hang n va nam (so lng tng ng nhau), vi so lieu c
the hien cu the bang 2.2:
Trang 22
Bang 2.2: Gii tnh cua mau nghien cu
STT GII TNH SO LNG TY TRONG (%)
1 Nam 103 50,5
2 N 101 49,5
TONG CONG 204 100,0
o tuoi cua mau nghien cu: o tuoi chu yeu cua mau nghien cu nam
trong o tuoi t 25 en 45 tuoi, vi so lieu cu the trong bang 2.3:
Bang 2.3: o tuoi cua mau nghien cu
STT O TUOI SO LNG TY TRONG (%)
1 Di 24 30 14,7
2 25 en 45 151 74,0
3 Tren 45 23 11,3
TONG CONG 204 100,0
Vi mc thu nhap hang thang cua nhng khach hang nam trong o tuoi 25
en 45 tuoi va mc thu nhap tng ng t 1 trieu en 5 trieu ong bang 2.4:
Bang 2.4: Thu nhap cua mau nghien cu
STT THU NHAP () SO LNG TY TRONG (%)
1 Di 500.000 8 3,9
2 T 1.000.000 en 5.000.000 166 81,4
3 Tren 5.000.000 30 14,7
TONG CONG 204 100,0
Va trnh o tng ng vi bang so lieu cu the bang 2.5:
Trang 23
Bang 2.5: Trnh o cua mau nghien cu
STT TRNH O SO LNG TY TRONG (%)
1 Di PTTH 0 0
2 PTTH 54 26,5
3 ai hoc 126 61,8
4 Sau ai hoc 24 11,8
TONG CONG 204 100,0
2.2.2. Xay dng thang o chat lng dch vu thong tin di ong cua trung
tam thong tin di ong khu vc II cong ty VMS MobiFone:
Nh a trnh bay phan ly thuyet: do hang hoa cua cong ty VMS
MobiFone cung cap la loai san pham dch vu nen e chieu du c nhng khach
hang mi, gi chan nhng khach hang cu lai lau dai, oi hoi cong ty phai co
mot oi ngu chuyen vien gioi e co the chuyen nhng nhu cau cua khach hang
vao thanh ac tnh san pham dch vu cong ty cung ng.
Chnh v ly do o ma tac gia a tien hanh thao luan, ieu tra tren 204
khach hang theo tng nhom e tm hieu nhng yeu to co anh hng chu yeu en
cac hanh vi la chon san pham dch vu cua khach hang va nhng nhan to tac
ong en s hai long cua khach hang khi s dung.
T nhng hoat ong nghien cu tren, tac gia a xay dng 4 thang o vi
noi dung cu the cua tng thang o nh sau:
2.2.2.1. Thang o ve thai o nhan vien phuc vu tai ca hang:
Doanh nghiep khi kinh doanh tren th trng se thanh cong 50% neu nh
biet c nhu cau cua khach hang la: hien nay ho ang can, thieu cai g? e t
Trang 24
o cong ty tung ra nhng san pham dch vu ma khach hang ang tm kiem, ch
i. Mot nha moi gii a oc thanh at a tng noi vi toi rang: hay giet chet
khach hang cua ban bang dch vu! Dch vu, dch vu, dch vu! Hay mang lai cho ho
nhieu dch vu en noi ch ngh en viec giao dch vi ngi khac thoi la ho a
cam thay co toi vi anh roi - C. Britt Beemer in Predatory Marketing.
oi vi loai san pham do cong ty VMS MobiFone cung cap qua khao sat
khach hang can nhng tieu chuan sau: o ben cua san pham, s a dang trong
cac dch vu gia tr gia tang, s tien li cua san pham dch vu o, tnh bao mat
thong tin cua tng khach hang
The nhng khi a la chon va s dung dch vu di ong cua cong ty th cam
nhan cua khach hang khi s dung cac dch vu co s thoa man toi a hay khong,
phu thuoc rat nhieu vao nhng nhan vien lam viec tai cac ca hang cua cong ty
ngi tiep xuc trc tiep vi khach hang va thc hien nhng yeu cau do khach
hang a ra, neu nh nhan vien ca hang e lai cho khach hang nhng an tng
tot th moi quan he gia cong ty va khach hang se co nhieu tien trien tot ep va
hoac ngc lai.
Vi mau thang o c khao sat gom 10 bien quan sat ma nhan vien trong
cong ty noi chung va nhan vien ca hang tai trung tam thong tin di ong khu vc
II Cong ty VMS MobiFone can lu y va quan tam en, ky hieu cua tng yeu to
c anh t nv1 cho en nv10.
Khach hang mong muon nhan vien cua ca hang ngoai nhng nghiep vu
thanh thao, s nhiet tnh th can co them s vui ve trong thi gian phuc vu khach
hang, ay la bien c xay dng da s khao sat t pha khach hang cung ngau
nhien trung khp vi 8 cam ket cong ty VMS MobiFone ang thc.
Trang 25
Tat ca cac bien nay eu c xay dng va o lng bang thang o Linkert
5 mc o.
Bang 2.6: Thang o ve thai o nhan vien phuc vu tai ca hang
KY HIEU BIEN CAU HOI
Nv1
Qu khach co thng xuyen en ca hang e thc hien dch
vu khong?
Nv2 Nhan vien trong ca hang lam viec nh the nao?
Nv3
Nghiep vu thc hien dch vu cua nhan vien ca hang theo
yeu cau cua Qu khach?
Nv4 Trong qua trnh lam dch vu Qu khach cam thay:
Nv5 Khi on tiep Qu khach, thai o cua nhan vien ca hang:
Nv6 So lan en ca hang lam 1 dch vu theo yeu cau:
Nv7 Qu khach mong muon ieu g nhan vien ca hang?
Nv8
Trong qua trnh thc hien dch vu, nhan vien ca hang thng
lam g?
Nv9 Qu khach thng en ca hang nay thc hien dch vu la do:
Nv10
Thi gian ch trung bnh e c lam dch vu tr ngay cat
cc?
2.2.2.2. Thang o ve cach tnh cc va hnh thc thu cc:
Xa hoi Viet Nam hien nay khi nen kinh te con trong giai oan ang phat
trien, i song ngi dan tuy c cai thien va tot hn nhieu so vi trc, the
nhng hien nay a so khach hang tac gia ieu tra chu yeu la nhng khach hang
co mc thu nhap trung bnh, chnh v the khi chon mang di ong e s dung
khach hang rat coi trong van e ve cc ph tnh cua tng cuoc goi hay tien thue
Trang 26
bao hang thang, neu nh cong ty co cc ph thap hn se co nhieu c hoi loi keo
c nhieu khach hang ve s dung mang di ong cua cong ty va ngc lai.
Hien nay cc ph cuoc goi, thue bao cua cong ty VMS MobiFone eu do
Tong cong ty bu chnh vien thong (VNPT) qui nh, cong ty VMS MobiFone
khong the t ong ieu chnh gia cc va ay cung la iem yeu khi cong ty canh
tranh tren th trng ve yeu to gia ca. ay cung la ly do v sao ch trong vong
cha ay 1 nam cong ty Viettel a len en hn 1 trieu thue bao co trong mang.
T ket qua tren ta co thang o ve cach tnh cc va hnh thc thu cc gom
7 bien quan sat, ky hieu t cp1 en cp7. Cac bien nay c xay dng va o
lng bang thang o Linkert 5 mc o.
Bang 2.7: Thang o ve cach tnh cc va hnh thc thu cc
KY HIEU BIEN CAU HOI
Cp1 Tieu chuan chon mang s dung
Cp2 Cc ph hang thang cua Qu khach c cong ty tnh?
Cp3 Ngay nhan thong bao thanh toan cc hang thang neu s dung
thue bao tra sau?
Cp4 Hnh thc nao c cong ty s dung e thong bao cc ph hang
thang cho khach hang?
Cp5 Hnh thc thanh toan cc hang thang Qu khach s dung?
Cp6 S hai long khi s dung cach thu cc tren?
Cp7 Ly do cua s hai long hay khong hai long khi s dung cach thu
cc o



Trang 27
2.2.2.3. Thang o ve cac hoat ong cham soc khach hang:
Quan iem trc kia cua cac cong ty khi kinh doanh san pham, dch vu tren
th trng la cham dt, het trach nhiem khi a giao hang hoa, cung cap dch vu
cho khach hang.
Ngay nay quan iem nay a thay oi va tham ch Ban lanh ao cong ty con
at cac nhiem vu cham soc khach hang va cac dch vu sau ban hang len hang
au va c cong ty tao moi ieu kien e co the thc hien c tot nhat. Neu
cong ty nao thc hien cac dch vu cham soc khach hang trc va sau ban hang
se la si day cot chat khach hang vi cong ty.
Theo nghien cu hien nay trong 4 mang di ong, cong ty MobiFone c
khach hang anh gia co dch vu hau mai tot nhat va chu thue bao 0903411138
khach hang lau nam cua cong ty phat bieu: Mang nay cham soc khach hang
rat tot, nhat la nhng may a s dung lau nen toi khong bao gi ngh en viec s
dung mang khac.
Bang 2.8: Thang o ve cac hoat ong cham soc khach hang
KY HIEU BIEN CAU HOI
Cs1 Thi gian s dung mang MobiFone
Cs2 Khi gap kho khan, ni Qu khach tm en
Cs3 Nhng chng trnh khuyen mai c hng
Cs4 c hng khuyen mai do
Cs5 Qu khach khong hai long khi
Cs6 Nhng thac mac cua Qu khach c cong ty
Cs7 Khi s dung Qu khach khong hai long ve
Cs8 Hoat ong cham soc c Qu khach anh gia
Ngoai ra cong ty VMS MobiFone ang tap trung tung nhieu chng trnh
khuyen mai hap dan tai cac tnh mien Tay Nam bo nh: tang cc, tang tin
Trang 28
nhan, tang ngay s dung, mua the cao trung thng xe may nham chiem lnh
th trng nay.
T ket qua tren ta co thang o ve cac hoat ong cham soc khach hang cua
cong ty vi 8 bien quan sat, ky hieu t cs1 en cs8. Cac bien nay c xay dng
va o lng bang thang o Linkert 5 mc o.
2.2.2.4. Thang o ve khach hang va yeu cau thc hien dch vu:
Bang 2.9: Thang o ve khach hang va yeu cau thc hien dch vu
KY HIEU BIEN CAU HOI
Kt1 Trc khi en thc hien dch vu, Qu khach a
biet thu tuc lam dch vu?
Kt2 Qui khach thng tm hieu cac thu tuc lam dch vu
qua:
Kt3 en ca hang Qu khach mong muon g nhat?
Kt4 en ca hang Qu khach phan nan nhieu nhat ve?
Kt5 Trong thi gian ch en lt lam dch vu Qu
khach muon?
Kt6 Qu khach s dung mang MobiFone la do:
e anh gia mc o hai long cua khach hang at c bao nhieu khi s
dung dch vu cua cong ty, mot thang o khong kem phan quan trong o la nhng
yeu cau, s am hieu cua khach hang ve nhng thu tuc dch vu khi en thc hien.
Neu nh nhan vien cong ty lam tat ca nhng yeu cau ve cam ket nh cong ty a
neu ra: thai o phuc vu niem n, nghiep vu thong thao, tan tnh vi khach
nhng neu nh mot khach hang hoan toan khong biet en cac thu tuc thc hien
dch vu khi en cong ty (do khach hang khong tm hieu, quan tam hoac do cong
Trang 29
ty khong thong bao rong rai en khach hang) th so lan en cong ty e thc
hien dch vu se khong di 2 lan, s hai long cua khach hang se giam xuong khi
so lan en ca hang thc hien dch vu theo yeu cau tang len va ngc lai.
T ket qua tren ta co thang o ve khach hang va yeu cau thc hien dch vu
vi 6 bien quan sat, ky hieu t kt1 en kt6. Cac bien nay c xay dng va o
lng bang thang o Linkert 5 mc o.
2.2.3. anh gia o tin cay cua thang o va phan tch cac nhan to anh
hng en chat lng dch vu thong tin di ong:
2.2.3.1. anh gia o tin cay cua thang o:
Tat ca 4 thang o a ra c anh gia s bo thong qua hai cong cu chnh
o la: he so tin cay Cronbach Alpha va phng phap trch he so s dung la
Principal axis factoring vi phep quay promax va iem dng khi trch cac yeu to,
cac yeu to co eigenvalues over la 1.
So lieu thu thap cua 4 thang o c x ly vi he so tin cay Cronbach
Alpha, ket qua ban au c the hien cu the bang 2.10:
Bang 2.10: He so tin cay Alpha cho 4 thang o vi cac bien quan sat ban au
STT THANG O SO BIEN QUAN SAT HE SO ALPHA
1 Thai o nhan vien phuc vu tai ca hang 10 0,7322
2 Cach tnh cc va hnh thc thu cc 7 0,3906
3 Hoat ong cham soc khach hang 8 0,3666
4 Khach hang va thu tuc lam dch vu 6 0,4064
Trang 30
Ket qua ban au ma 4 thang o nay at c sau khi s dung phng phap
he so tin cay Cronbach Alpha nay con thap la do co nhng bien co he so tng
quan bien am nh cp3, cp5 hoac co he so tng quan bien nho hn 0,3 nh nv1,
nv6, nv7, nv8, nv9, nv10
He so tin cay Cronbach Alpha c s dung tiep theo e anh gia va loai
cac bien rac. Nhng bien nao co he so tng quan bien tong (item total
correlation) b am va nho hn 0,3 se b loai ra va tieu chuan e tac gia s dung
thang o o khi co o tin cay Alpha t 0,6 tr len.
Sau khi x ly cac bien rac tac gia tiep tuc loai nhng bien co trong so
(factor loading) nho hn 0,4. Thang o c chap nhan khi tong phng sai trch
bang hay ln hn 50%.
Ket qua at c t nhng so lieu thu thap va x ly thong qua phan mem
SPSS 11.5 thong qua he so tin cay Cronbach Alpha trong lan x ly cuoi cung cua
cac thang o trong bang 2.11 nh sau:
Bang 2.11: He so tin cay Alpha cho 4 thang o sau khi loai cac bien rac
STT THANG O SO BIEN QUAN SAT HE SO ALPHA
1 Thai o nhan vien phuc vu tai ca hang 4 0,8231
2 Cach tnh cc va hnh thc thu cc 2 0,7826
3 Hoat ong cham soc khach hang 4 0,4327
4 Khach hang va thu tuc lam dch vu 2 0,4866
Trang 31
T ket qua phan tch ta thay ch co 2 thang o: Thai o nhan vien phuc vu
tai ca hang, cach tnh cc va hnh thc thu cc co Alpha tren 0,7 ieu nay
cho ta thay ket qua thu c t hai thang o nay am bao o tin cay va ay cung
la hai thang o c khach hang xem trong nhat khi quyet nh chon dch vu cua
cong ty nao e s dung.
2 thang o con lai co Alpha di 0,7 se b loai ra khoi bang anh gia khi o
lng chat lng dch vu cua cong ty v theo khach hang ay la nhng tieu thc
khong c khach hang coi la quan trong nhat trong quyet nh la chon dch vu
e s dung. Tuy nhien cac bien quan sat cua hai thang o nay se s dung e
phan tch va t o anh gia c s anh hng hay moi quan he vi hai tieu thc
quan trong tren.
2.2.3.2. Phan tch nhan to:
2.2.3.2.1. Phan tch thang o ve thai o nhan vien phuc vu tai CH:
Thang o thai o nhan vien phuc vu tai ca hang sau khi c x ly cho
thay co 4 bien quan sat c khach hang xem trong nhat e lam tang mc o hai
long cua ho khi s dung dch vu, theo tieu chuan phan tch tan so va thong ke
mo ta cho thay:
- Bien quan sat nv2 nhan vien trong ca hang lam viec: t mau ieu tra
204 ta thay anh gia cua khach hang ve nhan vien lam viec tai ca hang co en
57,4% anh gia bnh thng (117 mau), 32,8% (67 mau) anh gia cham ch va
ch co 9,8% (tng ng 20 mau) mau anh gia nhan vien lam viec rat cham
ch, ay la ket qua at c mc o trung bnh.


Trang 32
Bang 2.12: Phan tch bien quan sat nv2

Tan
so %
% tch
luy
Valid Binh thuong 117 57.4 57.4
Cham chi 67 32.8 90.2
Rat cham
chi
20 9.8 100.0
Total 204 100.0
- Bien quan sat nv3 Nghiep vu thc hien dch vu cua nhan vien tai ca
hang co en 110 mau (tng ng 53,9%) anh gia thanh thao. Cong ca hai ty
le thanh thao va rat thanh thao con so phan tram len en 62,7% (128 mau) ket
qua c anh gia tot cho bien quan sat nay, ay cung la bien c cong ty rat
chu trong trong 8 cam ket ma cong ty yeu cau nhan vien phai thc hien.
Bang 2.13: Phan tch bien quan sat nv3

Tan
so %
% tch
luy
Valid
Chap nhan 76 37.3 37.3

Thanh thao 110 53.9 91.2

Rat thanh
thao
18 8.8 100.0

Total 204 100.0
- Bien quan sat nv4 s hai long cua qu khach trong thi gian lam dch
vu: so lng khach hang cam thay bnh thng trong qua trnh thc hien dch vu
cung nh so lng khach hang cam thay hai long khi thc hien dch vu co ty le
Trang 33
xap x, theo nghien cu cua tac gia nguyen nhan lam cho so lng khach hang
cam thay bnh thng trong qua trnh thc hien dch vu o la phai ch i mot
khoang thi gian gan 15 phut mi c thc hien, trong khi o tai cac khu vc
trong ca hang co rat t cac thong tin a dang ch co mot so t cac mau quang cao
ve cac san pham dch vu cua cong ty.
- Mot trong nhng yeu cau c khach hang e ngh khi en ca hang: neu
khong c thc hien dch vu ngay lap tc th cong ty nen co nhng thong tin
hng dan ve thu tuc lam dch vu hoac co sach bao oc trong thi gian ch i.
Bang 2.14: Phan tch bien quan sat nv4

Tan
so %
% tch
luy
Valid Khong hai
long
4 2.0 2.0
Binh thuong 89 43.6 45.6
Hai long 96 47.1 92.6
Rat hai long 15 7.4 100.0
Total 204 100.0
- Bien quan sat nv5 khi on tiep qu khach nhan vien ca hang thng co
thai o nh the nao. So lng khach hang anh gia nhan vien co thai o bnh
thng khi on tiep khach hang la 45,6% (tng ng 93 mau ieu tra), gan
50% khach hang anh gia nhan vien co thai o nhiet tnh va niem khi chao on,
ay la mot ket qua anh khch le va theo tac gia neu nh co mot s ieu chnh
nho trong qua trnh on tiep khach hang th se lam tang mc o hai long cua
khach hang len.
Trang 34
Bang 2.15: Phan tch bien quan sat nv5

Tan
so %
% tch
luy
Vali
d
Khong niem no,
nhiet tinh
10 4.9 4.9
Binh thuong 93 45.6 50.5
Niem no, nhiet tinh 91 44.6 95.1
Rat niem no, nhiet
tinh
10 4.9 100.0
Total 204 100.0
o la toan bo nhng thong tin anh gia cu the cho tng bien quan sat sau
khi tac gia s dung phan mem SPSS 11.5 vi he so tin cay Cronbach Alpha e
loai tr cac bien rac, trong thang o nay con lai 4 bien quan sat vi ket qua phan
tch cu the nh sau:
Bang 2.16: Ket qua phan tch nhan to thang o NV
Factor Matrix
NHAN TO BIEN QUAN
SAT 1
Nv2 0,747
Nv3 0,848
Nv4 0,710
Nv5 0,640
Thong qua bang tren ta thay cac bien cua thang o nay eu thuoc ve mot
nhan to va co he so tng quan vi nhan to kha cao, tong phng sai trch la
54,78%, t ket qua at c chng to thang o nay am bao o tin cay.
Trang 35
2.2.3.2.2. Phan tch thang o ve cach tnh cc va hnh thc thu cc:
- Bien quan sat cp6 hnh thc thu cc c khach hang s dung: trc
ay hnh thc thu cc c cong ty s dung pho bien nhat la thu tai ca hang,
nhng hien nay e tao ieu kien thuan li cho khach hang cong ty m them
nhng hnh thc mi nh: thu cc tai nha, chuyen khoan, thu tai cac ai ly
chuyen cua cong ty. Trong nhng hnh thc va neu th hnh thc thu cc tai
ca hang van c s dung nhieu nhat, co en 79,9% (tng ng 163 mau
ieu tra) s dung hnh thc nay, tat ca cac hnh thc con lai chiem khoang 20%
con so nay van con mc kha khiem ton.
Nguyen nhan c tm hieu cho biet: th nhat do khach hang khong biet co
nhng hnh thc thu cc tren, th 2 la tnh khong tien li v neu khach hang
thac mac ve cac tnh cc hoac muon lam hay s dung them mot dch vu nao o
th phai ch than en ca hang.
Bang 2.17: Phan tch bien quan sat cp6

Tan
so %
% tch
luy
Valid
Buu dien 10 4.9 4.9

Dai ly
chuyen
14 6.9 11.8

Chuyen
khoan
10 4.9 16.7

Cua hang 163 79.9 96.6

Tai nha 7 3.4 100.0

Total 204 100.0
Trang 36
- Bien quan sat cp7 ket qua cua bien quan sat cp6: t nhng nguyen nhan
a c phan tch trong bien quan sat cp6 a cho thay s hp ly. Co en 45,1%
khach hang chap nhan cach thu cc tren do tnh tien li, con lai khoang 28%
cua hai y kien i lau khi s dung hnh thc thu cc tai ca hang va nhanh
chong khi s dung cac hnh thc thu cc con lai. 26,5% khach hang khong a
ra nhng y kien cua mnh.
Bang 2.18: Phan tch bien quan sat cp7

Tan so % % tch luy
Valid Doi lau 32 15.7 21.3
Tien loi 92 45.1 82.7
Nhanh
chong
26 12.7 100.0
Total 150 73.5
Missing Khac 54 26.5
Total 204 100.0
o la toan bo nhng thong tin anh gia cu the cho tng bien quan sat sau
khi tac gia s dung phan mem SPSS 11.5 vi he so tin cay Cronbach Alpha e
loai tr cac bien rac, trong thang o nay con lai 2 bien quan sat vi ket qua phan
tch cu the nh sau:
Bang so lieu 2.19 ta thay cac bien cua thang o nay eu thuoc ve mot nhan
to va co he so tng quan vi nhan to cao, tong phng sai trch la 64,353%, ket
qua at c chng to thang o nay am bao o tin cay.


Trang 37

Bang 2.19: Ket qua phan tch nhan to thang o CP
Factor Matrix
NHAN TO
BIEN QUAN SAT
1
Cp6 0,802
Cp7 0,802
2.2.3.3. Phan tch anh hng cua cac bien vi thang o chat lng:
e o lng va anh gia moi quan he gia cac bien oc lap vi cac thang
o chat lng tac gia a s dung thuyet phan tch phng sai mot yeu to (One
way ANOVA): s dung phep mo ta thong ke (Descriptive) e tnh cac ai lng
thong ke mo ta chi tiet cho tng nhom c phan tach e so sanh va cac gia tr
ong nhat (Homogeneity of variance) e kiem nh s bang nhau cua cac
phng sai nhom. Neu nh gia tr trung bnh (mean) tnh c t 3,0 tr len th
bien quan sat o co anh hng quan trong en cac thang o. Cu the:
2.2.3.3.1. Phan tch anh hng cua bien gii tnh vi 2 thang o:
Nh a phan tch tren mot yeu to gi vai tro rat quan trong trong viec loi
keo va gi khach hang lai cong ty o la thai o nhan vien phuc vu tai ca
hang, ni tiep xuc va lam viec trc tiep vi khach hang.
Neu nhng yeu cau cua khach hang khi en thc hien cac dch vu theo yeu
cau c nhan vien ca hang ap ng mot cach nhanh chong, ay u va tan tnh
Trang 38
cung vi thai o vui ve th khach hang se san sang trung thanh vi cong ty mac
du cc ph co the cao hn cac hang di ong khac hoac ngc lai.
Trong tong so 204 khach hang mau nghien cu, anh gia cua nhng khach
hang nay (ke ca khach hang nam va n) eu co nhng iem tng ong oi vi
nhng bien quan sat thai o nhan vien phuc vu tai ca hang ve cac van e nh:
s tan tnh, thai o, s nhanh chong, tien li bien quan sat nao co gia tr trung
bnh > 3,0 c anh gia co anh hng quan trong en cac bien quan sat o va
so lieu cu the trong bang 2.20 nh sau:
Bang 2.20: Phan tch anh hng cua bien gii tnh vi 2 thang o
GIA TR TRUNG BNH
STT BIEN QUAN SAT
NAM N
1 Nv2 3,5049 3,5446
2 Nv3 3,6505 3,7822
3 Nv4 3,5922 3,6040
4 Nv5 3,4078 3,5842
5 Cp6 2,9333 2,9661
6 Cp7 3,0274 2,8961
Thang o cc ph gom hai bien: hnh thc thu cc va s hai long cua
khach hang khi s dung cac hnh thc thu cc tren ta thay khach hang nam
quan tam nhieu hn va ac biet la s tien li va nhanh chong trong cach thu
cc so vi khach hang n .
Trang 39
2.2.3.3.2. Phan tch anh hng cua bien thu nhap vi 2 thang o:
Tat ca cac yeu to trong bien thu nhap eu co gia tr trung bnh tren 3,0 nen
anh hng cua cac yeu to nay kha quan trong oi vi thang o thai o nhan vien
tai ca hang nhng trong o: nhng khach hang co mc thu nhap tren 5 trieu
ong th quan tam nhieu hn en bien quan sat nv2, nv3, nv4 va rieng bien quan
sat nv5 c nhng khach hang co mc thu nhap di 500 ngan ong chu trong
nhieu hn.
Trong khi o thang o cc ph lai c nhng khach hang co mc thu
nhap di 500 ng/thang quan tam nhieu, vi so lieu cu the bang 2.21 nh sau:
Bang 2.21: Phan tch anh hng cua bien thu nhap vi 2 thang o
GIA TR TRUNG BNH
STT BIEN QUAN SAT
< 500 ng 1000 -> 5000 ng > 5000 ng
1 Nv2 3,1250 3,5120 3,7000
2 Nv3 3,7500 3,6747 3,9333
3 Nv4 3,5000 3,5723 3,7667
4 Nv5 3,7500 3,4518 3,6667
5 Cp6 3,2000 2,9009 3,1667
6 Cp7 3,5000 2,9024 3,1053
2.2.3.3.3. Phan tch anh hng cua bien trnh o vi 2 thang o:
Co 4 noi dung trong bien quan sat trnh o bao gom: di PTTH, PTHH,
ai hoc va sau ai hoc, tuy nhien oi tng khach hang nghien cu co trnh o
Trang 40
thap nhat la PTTH. Cach nhan xet va anh gia s anh hng cua cac yeu to
trong tng thang o phu thuoc rat ln vao trnh o cua moi ngi:
Cach anh gia cua cac khach hang trong mau nghien cu nay du trnh o
khac nhau nhng eu co cach nhn nhan giong nhau cho nhng bien quan trong
trong thang o thai o nhan vien tai ca hang nh: trnh o nghiep vu, thai o
phuc vu, on tiep, s nhanh chong eu co nhan xet la tot.
Bang 2.22: Phan tch anh hng cua bien trnh o vi 2 thang o
GIA TR TRUNG BNH
STT
BIEN QUAN
SAT PTTH AI HOC
SAU AI
HOC
1 Nv2 3,4074 3,5556 3,6250
2 Nv3 3,6852 3,7381 3,6667
3 Nv4 3,5556 3,6429 3,5980
4 Nv5 3,5000 3,4841 3,5417
5 Cp6 2,8462 2,9756 3,0769
6 Cp7 3,1220 2,9063 2,8462
Trong khi o s anh gia cua ho cho thang o cc ph lai tap trung nhieu
nhat vao s hai long cua ho khi s dung cac hnh thc thu cc nhat la nhng
khach hang co trnh o pho thong trung hoc.
2.2.3.3.4. Phan tch anh hng cua bien o tuoi vi 2 thang o:
Mau nghien cu cua e tai nay so lng khach hang chiem a so nam
trong o tuoi t 25 -> 45 vi mc thu nhap t 1 -> 5 trieu ong. anh gia cua ho
vi 2 thang o nay c the hien nh bang 2.23.
Neu nh bien quan sat nv3, nv4, nv5, cp5, cp6 khach hang co o tuoi di
24 co anh hng nhieu th bien nv2 khach hang nam trong o tuoi t 25 en 45
co tam quan trong cao hn. Trong khi nhng khach hang co o tuoi t 25 tr len
lai khong coi trong thang o cc ph ve cach s dung hnh thc thu cc.
Trang 41
Bang 2.23: Phan tch anh hng cua bien o tuoi vi 2 thang o
GIA TR TRUNG BNH
STT
BIEN QUAN
SAT < 24 tuoi 25 -> 45 tuoi > 45 tuoi
1 Nv2 3,4333 3,5497 3,4783
2 Nv3 3,8333 3,7086 3,6087
3 Nv4 3,6667 3,5828 3,6087
4 Nv5 3,6667 3,4768 3,3913
5 Cp6 3,0500 2,9588 2,7647
6 Cp7 3,2174 2,9115
2,9286


.2.3.3.5. Phan tch anh hng cua bien quan sat nv7 vi 2 thang o:
anh gia cua bien quan sat nv7 qu khach mong muon nhan vien ca
hang nh the nao khi en ca hang? Vi cac bien quan sat trong 2 thang o cho
thay s tng quan gia bien quan sat vi thang o so sanh, rieng thang o cach
tnh va thu cc khong coi trong en cac van e tren ngoai tr yeu cau nghiep
vu nhan vien thong thao.
Bang 2.24: Phan tch anh hng cua bien nv7 vi 2 thang o
GIA TR TRUNG BNH
STT
BIEN QUAN
SAT
Luon ti
ci
Nghiep
vu
thong
thao
S tan
tnh
Mac ong
phuc va
eo bang ten
Tro
chuyen
5 vi
khach
1 Nv2 3,9444 3,9130 3,2476 3,0000 3,3333
2 Nv3 4,0833 3,8261 3,5143 3,0000 4,0000
3 Nv4 3,7500 3,7391 3,4384 4,0000 3,8667
4 Nv5 3,5556 3,6304 3,3524 4,0000 3,8667
5 Cp6 2,9500 3,1081 2,9104 1,0000 3,0000
6 Cp7 2,9231 3,0606 2,9625 0,0000 2,7273
2.2.3.3.6. Phan tch anh hng cua bien quan sat nv8 vi 2 thang o:
Theo phan tch gia 2 thang o va bien quan sat nv8 trong qua trnh thc
hien dch vu nhan vien thng lam? Cac hoat ong thng c nhan vien thc
Trang 42
hien, theo anh gia vi 2 thang o tren th hoat ong cam n khach hang va goi
ten khach hang c nhan vien ca hang thc hien nhieu nhat.
Bang 2.25: Phan tch anh hng cua bien nv8 vi 2 thang o
GIA TR TRUNG BNH
STT BIEN QUAN SAT
Cam n
Khach hang
Goi ten
Khach hang
Nhn khach khi
Thc hien
Cham chu lam
Dch vu
Noi nong
1 Nv2 3,6029 3,7273 3,1944 3,5400 3,0000
2 Nv3 3,8824 3,7273 3,6389 3,6200 3,0000
3 Nv4 3,8676 3,6818 3,3611 3,4400 3,0000
4 Nv5 3,8088 3,7273 3,0278 3,2606 3,0000
5 Cp6 3,0556 2,9697 2,9231 3,0000 2,0000
6 Cp7 3,0204 2,8529 3,000 2,9459 3,0000
2.2.4. Xac nh thang o chat lng dch vu khach hang mi cua Trung
tam thong tin di ong KH II cong ty MobiFone:
2.2.4.1. Xay dng thang o anh gia chat lng dch vu t khach hang:
204 mau ieu tra nhng khach hang a va ang s dung mang MobiFone
cho 4 thang o bao gom: cham soc khach hang (cac dch vu cham soc trong thi
gian s dung), cach tnh va thu cc, khach hang va thu tuc va nhan vien tai ca
hang tac gia a s dung phan mem SPSS 11.5 e anh gia cac thang o va phan
tch cac nhan to trong thang o.
Trang 43
T ket qua phan tch cho thay trong 4 thang o ieu tra ch con lai 2 thang
o nhan vien tai ca hang va cach tnh cc va thu cc ph c khach hang coi
la tieu ch quan trong nhat khi quyet nh chon la dch vu e s dung c the
hien cu the bang 2.26.
Bang 2.26: Thang o chat lng dch vu cuoi cung nghien cu t khach hang
STT THANG O
1 Nhan vien tai ca hang:
Nv2: Nhan vien trong ca hang lam viec nh the nao?
Nv3: Nghiep vu thc hien dch vu cua nhan vien ca hang theo yeu cau cua
Qu khach?
Nv4: Trong qua trnh lam dch vu Qu khach cam thay
Nv5: Khi on tiep Qu khach thai o cua nhan vien ca hang
2 Cach tnh cc va cac hnh thc thu cc ph:
Cp6: S hai long cua Qu khach khi s dung cach thu cc ph cua cong ty
Cp7: Ly do cua s hai long hay khong hai long khi s dung cach thu cc o
2.2.4.2. Thang o anh gia chat lng dch vu cua cong ty:
Theo qui nh cua cong ty VMS MobiFone tat ca cac trung tam thong tin
di ong cua cong ty phai thc hien 8 cam ket nham nang cao s hai long cua
khach hang khi en thc hien cac dch vu. e am bao 8 cam ket nay cong ty
thng xuyen co nhng t kiem tra ot xuat e kiem tra cac nhan vien trong
cong ty va tai ca hang thc hien cac cam ket at mc o nao?.
Ket qua kiem tra mi nhat dien ra t ngay 15/07/2005 en 23/09/2005 tai
cac ca hang Thanh pho Ho Ch Minh va cac tnh vi so lieu cu the nh sau:
Mau ieu tra cua cong ty c thc hien trong t nay: 8 mau/1 ca hang,
so ca hang ieu tra la 10, tong cong mau ieu tra thu c 88 mau.
Nhng cam ket at so iem < 50: yeu ; t 50 -> 66: trung bnh kha ; t 65
- > 80: kha ; t 80 -> 90: tot ; > 90: rat tot.
Trang 44
Bang 2.27: anh gia ket qua thc hien 8 cam ket cua cac ca hang tai Tp.HCM
Cam ket
iem so
(theo thang iem 100)
Ket qua
1 55,94 TB
2 67,37 Kha
3 64,06 TB kha
4 74,69 Kha
5 62,98 TB kha
6 74,73 Kha
7 64,63 TB kha
8 49,16 Yeu
(Nguon: Phong TCHC Cong ty VMS MobiFone KVII)
Thong qua ket qua thu thap va phan tch tren cho thay iem bnh quan cua
cac ca hang tai cac tnh Tp.HCM at c la 64.195, 8 cam ket c cac nhan
vien thc hien mc trung bnh kha.
Trong tng bang so lieu chi tiet c ieu tra hau het cac cam ket thuoc ve
nghiep vu (cam ket 3,4,5,6) c cac nhan vien thc hien tot hn cac cam ket
thuoc ve ky nang giao tiep va ng x (cam ket 1,2,7,8).
Phan tch cac d lieu cho thay khach hang en khong c on tiep nhiet
tnh va chu ao ong thi luc chia tay khach hang cung c thc hien th va
lanh nhat (chiem 30%), hn 50% phieu ieu tra c anh gia tot cho hoat ong
giao dch cua nhan vien o la viec giai quyet nhanh chong, chnh xac nhu cau
cua khach hang.



Trang 45
0HN0 8: MT 6 0lAl FHAF NHAM NAN0 0A 0HAT
lN0 l0H Y KHA0H HAN0 TAl TkN0 TAM THN0
TlN l N0 KH Y0 ll 0N0 TY YM6 MlfNf
3.1. Tang cng ao tao, boi dng nhan vien ac biet nhan vien lam
viec tai ca hang:
Qua nhng thong tin va so lieu c phan tch chng 2 cho thay: ket qua
nghien cu cua e tai nay thc hien tren nhng khach hang a va ang s dung
dch vu thong tin di ong cua cong ty VMS MobiFone Khu vc II tren cac
ca hang tai Tp.HCM (la nhng oi tng c hng dch vu cua cong ty, la
yeu to quyet nh en s song con cua doanh nghiep) cho thay trong 4 thang o:
nhien vien tai ca hang, khach hang & thu tuc, cach tnh va thu cc ph, cham
soc khach hang
Ket qua x ly phan mem SPSS cho thay khach hang anh gia 2 thang o
nhan vien tai ca hang va cach tnh & thu cc la hai thang o quan trong nhat,
co anh hng rat ln en quyet nh cua ho khi la chon cac san pham va dch
vu di ong e s dung.
Trong khi o cong ty VMS MobiFone noi chung va trung tam thong tin di
ong khu vc II noi rieng lai quan tam en s hai long cua khach hang thong
qua cac hoat ong cua nhng nhan vien trong cong ty nhat la nhng nhan vien
cac cung cach phuc vu cua ho.
Thang o nhan vien tai ca hang: yeu to giup khach hang hai long o la
thai o on tiep cua nhan vien, nghiep vu thc hien cua ho va thi gian c
phuc vu theo yeu cau cua khach hang, neu nh nhng yeu cau nay cang c
Trang 46
thc hien nhanh chong th mc o hai long cua khach hang se tang len va ngc
lai. Co nhng y kien cua khach hang nghien cu cho biet neu c 1 nhan vien
on tiep niem n nhng thi gian thc hien lau do trnh o nghiep vu yeu th
khach hang se kho hai long.
Co the noi t 2 goc o phan tch tren giup ta de dang thay: ket qua nghien
cu cua tac gia khach quan hn v mau nghien cu c thc hien tren nhng
oi tng khach hang ang s dung va hng cac dch vu cua cong ty => quan
iem cua khach hang a ra mot cong ty co chat lng dch vu di ong c anh
gia la tot khi phai thc hien that tot 2 thang o sau: cach tnh cc & thu cc va
moi van e lien quan en nhan vien thc hien dch vu cho khach hang (1).
Con ve pha cong ty VMS MobiFone noi chung va trung tam thong tin di
ong khu vc II noi rieng lai quan tam nhieu en moi hoat ong cua nhan vien
tai ca hang e lam hai long khach hang theo ung 8 cam ket => quan tam nhieu
en yeu to nhan vien tai ca hang va cac hoat ong cham soc khach hang (2).
iem tng ong cua 2 pha nghien cu trong e tai nay: mot la nghien
cu t pha khach hang (e tai thc hien), mot la nghien cu t pha nhan vien
thc hien (cong ty VMS MobiFone) cho thay iem tng ong cua 2 quan
iem nay o la s oi hoi cua khach hang en nghiep vu nhan vien va thi gian
ch c phu vu, ben canh o thai o on tiep cung khong kem phan quan trong
gop phan en s la chon, lai va gia nhap vao cong ty.
T (1) va (2) ta co ket luan: e nang cao chat lng dch vu thong tin di
ong, tang o hai long cua khach hang khi s dung dch vu, cong ty VMS
MobiFone noi chung va trung tam thong tin di ong khu vc II noi chung phai
thc hien that tot 2 thang o cach tnh cc & thu cc va cac hoat ong cua
nhan vien, nhat la nhng nhan vien ca hang.
Trang 47
Ngoai 2 thang o chnh tren neu cong ty thc hien them nhng hoat ong
khac co lien quan nh: chng trnh quang ba, khuyen mai, hoat ong cham soc
khach hang se ho tr them cho 2 thang o tren va nang cao mc o hai long
cua khach hang.
Cong ty hien nay rat coi trong en cac hoat ong cham soc khach hang va
ra sc hoan thien, the nhng t ket qua nghien cu cua e tai nay (c o
lng t pha khach hang ngi trc tiep c hng nhng dch vu cua cong
ty) cho thay yeu to nay khong c khach hang quan tam nhieu nh nhng yeu
to lien quan en nhan vien phuc vu khach tai ca hang, cach tnh cc va hnh
thc thu cc cua cong ty chnh v the ma thang o cham soc khach hang khi a
vao ieu tra, phan tch a b loai tr.
Qua noi dung trnh bay tren, tac gia xin c trnh bay mot so giai phap e
nang cao chat lng dch vu thong tin di ong tai cong ty VMS MobiFone noi
chung va trung tam thong tin di ong khu vc II noi rieng nh sau:
3.1. Tang cng ao tao, boi dng nhan vien ac biet nhan vien lam viec
tai ca hang:
3.1.1. Giam thi gian ch cua khach khi en ca hang thc hien dch vu,
luon tao thai o vui ve khi on tiep khach hang en lam dch vu:
Khi en bat c mot ca hang nao lam dch vu hay mua ban san pham neu
nh nhan vien cua cong ty o phuc vu tot hay khong tot, khach hang khong bao
gi anh gia tng nhan vien o ma ho se anh gia, nhan xet ve cong ty.
Qua bang so lieu bang 3.1 cho thay thai o chao on khach hang cua nhan
vien hau het cac ca hang ln trong Thanh pho Ho Ch Minh ch at mc o
trung bnh. Ly do cua ket qua tren o la: ay la 10 ca hang ln cua trung tam di
ong khu vc II vi so lng khach hang en giao dch tai ca hang hang ngay
rat ong (cha ke ngay cat cc), bnh quan 1 ngay khoang 800 lt, trong khi
Trang 48
o so lng giao dch vien bnh quan cua ca hang 1 ngay khoang 5 nhan vien,
so lng khach bnh quan 1 giao dch vien tiep khoang 160 ngi, neu dng lai
e tiep chuyen hay chao hoi va lang nghe y kien cua khach hang sau o mi
giai quyet th so gi b lang ph se la 800 phut, luc o se lam tang thi gian ch
cua nhng khach hang en thc hien dch vu.
Bang 3.1 : anh gia viec chao hoi, on tiep khach hang cua cac ca hang tai
Tp.HCM cua trung tam thong tin di ong khu vc II
CA HANG IEM ANH GIA (100
IEM)
65 Pham Ngu Lao 76,79
82B Nguyen Du 67,26
750 ien Bien Phu 59,23
83 Quang Trung 58,63
125B Hau Giang 57,44
20D Tran Hng ao 55,06
84 Ba Huyen Thanh
Quan
51,19
12 Le Van Ninh 48,51
300 Trng Chinh 46,13
578 Huynh Tan Phat 40,77
127 B7 inh Tien Hoang 38,39
IEM TRUNG BNH 55,94
(Nguon: Phong Ke hoach ban hang & Marketing Cong ty VMS MobiFone KV II)
Trang 49
e giam bt khoi lng cong viec hang ngay tai ca hang cong ty thng
thc hien ke hoach ho tr: c nhan vien t ca hang nay sang ca hang khac e
hng dan, phu giup cong viec, con nhng ngay khach hang tai tat ca cac ca
hang eu ong hay vao th 7 va chu nhat nhan vien cua cong ty phai bo tien ra
nh nhng nhan vien cua oi ban hang trc tiep phu giup cong viec giao dch.
Tuy nhien khi thc hien viec ho tr se lam giam so lng nhan vien tai ca
hang nay va lam tang so lng nhan vien tai ca hang kia ket qua la cong viec
cua ca hang nay c thc hien tot cong viec cua ca hang kia lai khong tot.
Con nh nhan vien ban hang ho tr do ho khong hieu het tat ca cac thu tuc cua
cac cong viec tai ca hang nen thc hien khong ung hoac lam viec cham nhieu
khi nhan vien cua ca hang phai ngoi sa lai nhng lai nhng sai sot cua ho.
Trung tam thong tin di ong khu vc II hien nay ky ket hp ong vi cong
ty Thien Tu e cung cap nhan s cho bo phan 145 va to quan ly ho s (do nhng
bo phan nay ang khuyen khch nhan vien ve cac tnh mien tay lam viec trong
thi gian 2 nam), con tai cac ca hang van cha cho nhan vien ho tr.
Hien nay vi toc o lam viec cua nhng giao dch vien tai ca hang rat
nhanh ma thi gian ch cua khach khoang 15 phut cha ke en so lng khach
hang bo ve khoang 30% do khong co thi gian, neu thc hien nh cach neu va
roi th chac chan so lng khach hang bo ve trc khi c thc hien dch vu
phai tren 50%.
Theo ket qua ieu tra cua tac gia tam ly cua khach hang thch en cac ca
hang ln e thc hien dch vu do nhng ca hang nay co ay u cac dch vu
thc hien theo yeu cau cua khach nh: thay sim, chuyen thue bao, hoa mang
thue bao mi, thu cc, thay ten, chuyen chu quyen, tam cat, tam ngng vi
thi gian chuyen oi nhanh chong.
Trang 50
T nhng nguyen nhan phan tch tren, e nang cao chat lng dch vu
thong tin di ong cua cong ty VMS MobiFone noi chung va trung tam thong tin
di ong khu vc II noi rieng cong ty nen:
- Tuyen them nhan s mi cho cac ca hang: lam nhan vien chnh thc
hoac tuyen lam cong nhat, ban thi gian bi v khi cong ty tuyen dung thong
thng tai cong ty co nhng lp hoc hay khoa ao tao nghiep vu cho nhan vien,
so lng nhan vien lam viec tai ca hang trong mot ngay tang len, giam so
lng cong viec / ngay / nhan vien xuong, thi gian tiep khach tang, ap lc cong
viec giam xuong v vay se tang mc o hai long cua khach len do giam thi gian
ch i, cac yeu cau, thac mac cua ho c thc hien ay u hn. Khuyen khch
nhan vien trong cong ty hay luon luon lam nhieu hn nhng g khach hang oi
hoi ban George S. Patton.
- La chon va sap xep lai nhan s lam viec tai ca hang: cho nhan vien 3
thang e tao thoi quen on tiep khach hang nh: ngng viec khi khach hang en,
chao hoi khi gap khach hang, mi khach hang ngoi, to thai o vui ve, nhiet tnh
giup khi khach hang gap kho khan trong thi gian nay cong ty va khuyen
khch va bat buoc, neu co the cho nhan vien tham gia cac lp hoc nghe thuat
giao tiep, tai cac ca hang cua cong ty co gan camera va cong ty nen s dung
camera theo doi nhan vien trong suot 3 thang thc hien, sau 3 thang cong ty tien
hanh tong ket nhng sai pham do nhan vien pham phai thng xuyen, cach sa
cha, nhan vien nao thc hien tot nhng yeu cau tren cong ty se chieu lai e cac
nhan vien khac cung hoc hoi, cho nhng nhan vien thc hien cha tot 1 thang e
sa cha va thay oi. Ket thuc 4 thang cong ty bat au i vao thc hien theo doi
chnh thc va co bien phap x ly nhng nhan vien lam viec khong ung yeu cau:
Trang 51
thuyen chuyen sang bo phan ve sinh hay phuc vu (oi vi nhan vien n), bo
phan lai xe (oi vi nhan vien nam), hoac cham dt hp ong lao ong.
- ac biet la cong ty nen tao moi ieu kien thuan li va moi trng lam
viec than thien trong ca hang, bo phan, phong ban e giup cho nhan vien trong
cong ty cam thay thoai mai, vui ve. Neu co the cong ty san sang chi mot khoan
tien thng kha ln cho nhng nhan vien trong cong ty tao c mot lng
khach hang truyen thong cho ho.
3.1.2. Nang cao trnh o nhan vien:
Nhan vien ca hang la ngi thng xuyen tiep xuc trc tiep vi khach
hang cua cong ty, la ni tiep nhan toan bo y kien cua khach hang ve s hai long
hay khong hai long khi s dung san pham dch vu di ong, v the cong ty co the
thong qua nhan vien tai ca hang e co the thu thap nhng y kien cua khach
hang, a ra nhng hng cai tien san pham dch vu e tang s hai long cua
khach hang.
Vay mc o chnh xac cua nhng thong tin ma cong ty co c t pha cac
nhan vien ca hang c bao nhieu phan tram, nhieu hay t, chnh xac hay
khong chnh xac hoan toan phu thuoc vao trnh o, chuyen mon cua ho, kha
nang nam bat y cua khach hang va kha nang truyen at lai nhng y o thong
qua ngon ng va cach hieu cua chnh ho.
T ly do quan trong tren cong ty VMS MobiFone nen thc hien mot so
van e sau nham khuyen khch nhan vien tai ca hang noi rieng va nhan vien
trong toan cong ty noi chung t nang cao trnh o chuyen mon cua ho, cu the la:
- Ho tr kinh ph hoac tao thi gian cho nhan vien: thi gian lam viec cua
nhan vien trong cong ty VMS MobiFone lam t th 2 en th 6, neu lam vao
Trang 52
th 7 hoac chu nhat se c hng lng ngoai gi, 1 thang lam toi a 4 ngay
vi so tien c hng khoang 2 en 3 trieu ong. Vay e khuyen khch nhan
vien danh thi gian lam ngoai gi e i hoc cong ty nen co che o ho tr cho
nhan vien khoang 10% hoc ph cua toan khoa hoc hay cho phep nhng nhan
vien c lam gi hanh chnh e ho co thi gian tham d cac khoa hoc em v
nhan vien lam viec tai ca hang thng lam theo ca: gi hanh chnh t 7g30 en
16g30, lam ca t 9g00 en 6g30.
- Tang lng cho nhan vien khi co bang cap cao hn: nhng nhan vien
trong cong ty VMS MobiFone mac du co bang cap cao hn nhng khong nop
vao v cha ung t xet, theo tac gia cong ty nen co mot thay oi nho trong
chnh sach nay o la: khi nao nhan vien nhan c bang cap cao hn bang hien
co nen khuyen khch nhan vien nop vao e c thay oi he so lng hien nay,
khong can phai theo tng t co nh the se thuc ay ngi lao ong luon co
gang phan au hoc hoi va e c tang lng, va e nang cao trnh o va hn
the na se co nhieu c hoi thang tien trong nghe nghiep, co nha hoc gia a noi:
Mac du viec hoc co nhieu ieu mi me, thu v, song ngi ta ch thay ieu thu v
o sau khi hoc ch khong thay no trc khi hoc.
- Ngoai ra cong ty nen nh hng nhng khoa hoc hay cac lp hoc ho
tham gia co lien quan en cong viec hien nay ang lam nh: tin hoc, thong tin
san pham dch vu di ong, nghe thuat ban hang, tam ly hoc tranh tnh trang
nhan vien tham d cac khoa hoc tran lan khong phuc vu nhieu cho cong viec
hien ang lam.
- Ben canh o neu c cong ty nen to chc nhng cuoc thi trong nhan
vien ve ky nang truyen at noi dung a c tiep nhan cho ngi khac, nhan
vien nao cang truyen at chnh xac ung noi dung nhan c cho ngi khac va
Trang 53
cach noi ngan gon, xuc tch se co nhng phan thng co gia tr. Thong qua
nhng cuoc thi nay se giup cho cong ty biet c nhng han che trong ky nang
truyen thong cua nhan vien nhng iem nao? Va cach khac phuc nhng han
che o.
3.2. Hoan thien cach tnh va cac hnh thc thu cc ph:
Trong 8 cam ket cong ty a ra ch chu trong en cac van e co lien quan
en nhan vien tai ca hang (bo phan tiep xuc trc tiep vi khach hang) va nhan
vien cac bo phan khac (tiep xuc gian tiep vi khach hang) can phai thc hien
nham tang mc o hai long cua khach hang.
Nh a phan tch tren khach hang khong ch quan tam en yeu to noi
tren ma con mot yeu to khong kem phan quan trong co tac ong ln en quyet
nh s dung san pham, dch vu o la thang o cach tnh va thu cc.
Vay e hoan thien cach tnh va thu cc, cong ty nen thc hien mot so van
e sau:
3.2.1. Thay oi dan he thong tnh cc lac hau, cu ky sang he thong tnh
cc hien ai va hoan thien:
Mot iem yeu cua cong ty VMS MobiFone khi kinh doanh tren th trng
trong giai oan nay la mc cc ph cho cuoc goi, ph thue bao khong phai do
chnh cong ty c quyen linh ong thay oi ma hoan toan phu thuoc vao tong
cong ty bu chnh vien thong (VNPT) va o cung la ly do cho biet so lng
khach hang ri bo mang MobiFone chuyen sang nhng mang co cc ph re hn
nh Viettel, S Fone la khong nho trong vong 1 nam tr lai ay.
V vay e gi va loi keo khach hang lai mang, chon la mang MobiFone
e s dung ben canh nhng cong tac nh: tang cng lap at tram thu phat song
Trang 54
(BTS), tm cach thuyet phuc Tong cong ty VNPT cho giam cc, tung ra hang
loat cac chng trnh khuyen mai, giam cc hay mien cc hoa mang th mot
van e ma cong ty can phai quan tam en o la cach tnh cc ph hang thang
cho nhng thue bao hien co tren mang noi chung va nhng thue bao tra sau noi
rieng.
Muc tieu cua cong ty MobiFone la lam the nao e tang li nhuan tren
nhng thue bao tra sau va cac hoat ong phuc vu dch vu gia tr gia tang, the
nhng e co the moc tui khach hang mot cach de dang theo tac gia cong ty
can phai xem va hoan thien lai cach tnh cc (ay cung la mot nguyen nhan
gay nen s qua tai cua To giai quyet khieu nai) v khach hang cam thay khong
hai long khi phat sinh nhng cuoc goi ma khach hang khong he s dung, phai
mat rat nhieu lan, thi gian va cong sc e kiem tra.
Hien nay cong ty VMS MobiFone ang s dung he thong may vi tnh e
tnh cc ph cho khach hang, vi so lng khach hang qua ong so vi trc
kia, he thong may tnh cc ph thng xuyen chay cham, hay b loi va gay ra
nhng sai sot trong qua trnh tnh cc, do o cong ty nen tng bc thay oi dan
may vi tnh tnh cc, tm kiem va s dung nhng phan mem hien ai, nen co ke
hoach kiem tra nh ky cac may moc thiet b e de dang phat hien ra nhng loi,
co bien phap khac phuc kp thi.
3.2.2. Pho bien cac hnh thc thu cc hien co tai cong ty va m them mot
hnh thc thu cc mi co ten Tai khoan tien li:
S ket hp thuan tien cua ngi mua hang co gia tr hn la mot y tng thu
v v o la hieu qua - Ron Zemke in Presidents
Trang 55
Co 4 hnh thc thu cc hien ang c cong ty ap dung o la: thu tai nha,
thu tai ca hang, chuyen khoan va tai cac ai ly chuyen. Tuy nhien 4 cach thu
cc nay van cha c pho bien rong rai en cho khach hang cua cong ty, v
the ma co en 80% khach hang ieu tra la chon hnh thc thu tai ca hang.
Theo tac gia vi 4 cach thu cc tren th hnh thc thu cc tai ca hang
c khach hang anh gia la tot nhat v co the lien mot luc tai mot ni thc hien
c nhieu yeu cau tuy nhien phai mat thi gian i en cac ca hang va phai
danh mot khoang thi gian ch i, rieng cac hnh thc con lai gap kha nhieu
bat tien, chang han nh:
- Hnh thc thu tai nha: nhieu khi khach hang i lam ch co mat nha vao
ban em, hay khach hang i cong tac hoac co nhng khach hang s dung sau o
khong co y nh thanh toan n nhan vien cong ty phai mat cong, thi gian va
cong ty ton chi ph e e tra lng cho ho nhng van thu khong c ket qua nh
mong i.
- Hoac hnh thc chuyen khoan: khach hang phai ton thi gian va thu tuc
phien phc tai ngan hang e m tai khoan, hang thang ton mot khoan chi ph
chuyen
- Con oi vi cach thu cc tai cac ai ly chuyen con tuy thuoc vao khu
vc cua khach hang va cac dch vu hien co tai cac ai ly ni gan khach hang
hoac lam viec.
Mac du 4 hnh thc thu cc tren co nhng u va nhc iem the nhng
cong ty van nen gi e cho khach hang la chon cach thanh toan cc sao cho
phu hp nhat oi vi ho. Ngoai ra cong ty cung nen co nhng hnh thc gii
Trang 56
thieu thong qua cac phng tien ai chung, cac t gii thieu tai ca hang e
khach hang c biet va so sanh cung nh la chon.
Hn the na theo tac gia nham hoan thien cach thu cc ph cong ty nen
m mot hnh thc thu cc mi o la: Tai khoan tien li: e thc hien cach
nay nhng khach hang cua cong ty MobiFone co the m mot tai khoan tai cong
ty MobiFone vi so tien toi thieu la 50 ngan ong (moi khach hang se co mot
mat ma b mat do cong ty cung cap), hang thang hoac bat c khi nao khach hang
cung co the nop tien vao tai khoan rieng cua ho tai tat ca cac ca hang, ai ly,
bu ien ma khong ton mot khoan chi ph nao.
Hang thang neu nh nhng khach hang s dung thue bao tra sau cong ty se
t ong rut tien t tai khoan cua khach hang san co e thanh toan cc, con oi
vi nhng khach hang s dung thue bao tra trc cong ty se kiem tra thng
xuyen va cai at tien vao tai khoan cua khach hang khi thc hien cac nghiep
vu tren, cong ty se co tin nhan gi vao may cua khach hang va en cuoi thang
tat ca khach hang se nhan c hoa n thong bao cc ph va hoa n ong
cc hay n nap tien vao tai khoan. Neu thc hien cach nay cong ty VMS
MobiFone noi chung va trung tam thong tin di ong khu vc II noi rieng se giam
va xoa c cac khoan n kho oi do nhng thue bao tra sau khong thanh toan
cc ph khi en han.
Ngoai ra ch can nhan tin hay oc mat ma (ap dung cho thue bao tra trc),
va so chng minh (ap dung cho thue bao tra sau), khach hang co the thc hien
c tat ca cac dch vu theo yeu cau: oi ten, cai at cac dch vu Wap, GPRS,
tang qua, tang bai hat thong qua ien thoai ma khong can ch than khach hang
phai en tan ca hang hay lo s ngay i cong tac hoac ang cong tac ni heo
lanh khong co ni ong cc hoac mua the cao.
Trang 57
Khi thc hien cach nay cong ty chuyen nhng nhan vien lam viec trong bo
phan thu cc lu ong sang lam cac cong viec m so giao dch tai ca hang hay
cac a iem khac, ong thi cong ty cung tao ieu kien de dang cho khach hang
khi muon rut tai khoan tha cua ho sau khi tr cc cho en ngay khach hang
yeu cau khi muon cat hai chieu hoac cham dt khong s dung mang MobiFone.
ong thi cong ty co the khuyen khch khach hang van gi tai khoan tai cong ty
sau khi tam cat va so tien o se c hng lai theo lai suat khong thi han cua
ngan hang.
3.3. Cac giai phap khac:
3.3.1. Tang dien tch s dung tai cac ca hang ln, trang b nhng phng
tien phuc vu cho cong viec giao dch:
Theo mau ieu tra thi gian ch i e c thc hien dch vu theo yeu
cau cua khach hang khoang 15 (cha ke ngay cat cc dien ra t 28 thang nay
en ngay 10 thang sau thi gian khach hang ch i se tang gap 50 lan), trong
khi o dien tch cua ca hang nho, ghe ngoi danh cho khach con t nen khach
hang phai thng xuyen ng i, ngay cat cc so lng khach hang tang len
rat nhieu, dien tch ca hang va so lng ghe ch t (khoang 30 ghe) nen khach
hang phai ra san ng i.
V the cong ty nen xem xet lai cach bo tr, s dung nhng khong gian tha
hien cha s dung en i vao hoat ong, neu co the cong ty nen co phong ch
vi ay u cac thong tin ve thu tuc thc hien dch vu, gii thieu cac san pham
dch vu, chng trnh khuyen mai d kien, sach bao nham rut ngan vo hnh thi
gian ch i (y kien e xuat nay trung lap vi nhng kien ngh cua cac ca hang
cua cong ty VMS MobiFone).
Trang 58
Neu cong ty ap dung themhnh thc thu cc tai khoan tien li theo tac
gia cong ty van gi nguyen dien tch nh cu khong can thay oi.
Ngoai ra cong ty nen thay nhng thiet b hien ai: may vi tnh, may fax,
man hnh thong tin, micro e ho tr nhan vien tai cac ca hang thc hien cac
dch vu va phuc vu khach hang c tot nhat v hien nay nhng ca hang nay
cac may moc thiet b a cu khong u manh e co the thc hien cong viec phat
sinh nhieu nh hien nay. So lng khach hang nhieu neu khong dung micro
khach hang ng ngoai i kho co the nghe c giao dch vien goi ten en lt
e vao lam dch vu.
3.3.2. Mot so lnh vc khac:
Ngoai tat ca nhng giai phap va neu e nang cao chat lng dch vu
thong tin di ong tai cong ty MobiFone noi chung va trung tam thong tin di ong
khu vc II noi rieng, theo tac gia cong ty can thc hien them mot so van e khac
nh:
- Lap at san 1 thung th gop y tai moi ca hang, e san giay va viet ke
ben nham tao thuan li cho khach hang de dang co nhng y kien ong gop hay
phan nan, t nguon nay co the giup cho cong ty co nhng thong tin e a ra ke
hoach sap ti. Hay ton trong va nang niu nhng y kien ong gop qu bau cua
khach hang neu khong cong ty se khong ton tai. Ch co mot ong chu duy nhat:
o la khach hang. Va khach hang co the sa thai moi ngi trong cong ty ke ca
chu tch hoi ong quan tr, n gian bang cach tieu tien cua mnh cho khac
Sam Walton.
- Yeu cau nhan vien ai 145 phai biet ro thu tuc cua tng nghiep vu e khi
khach hang thac mac nhan vien tra li c chnh xac, theo so lieu ieu tra cua
Trang 59
tac gia khi gap kho khan co khoang 30% (tng ng 60 mau ieu tra) khach
hang nh 145 giup (that ra so lng khach hang co the ong hn nhng do
goi vao 145 rat kho v hien tng nghen mach). Ben canh o cong ty nen in
nhng t ri hoac cuon sach gii thieu nho trnh bay cac thu tuc thc hien dch
vu e khach hang co the nam c. Hien nay so lng biet ro cac thu tuc thc
hien dch vu theo yeu cau ch chiem 14,7% (mot con so qua t), trong khi lng
khach hang biet s s chiem khoang 50%. Neu cong ty giai quyet van e nay se
lam tang s hai long cua khach hang len v giam so lan en ca hang e lam
dch vu.
- Cong ty nen co nhng t phat ong cuoc thi hay khuyen khch nhng
nhan vien ca hang noi rieng va toan cong ty noi chung a ra nhng bien phap
thc hien cong viec mot cach hieu qua nhat, co chnh sach khen thng cho
nhng nhan vien lam viec tot, thng xuyen gan gui, lang nghe y kien, ap ng
tam t nguyen vong cua ho hn la thng xuyen to chc hoi hop, phe bnh,
khien trach e t o nhan vien se t y thc va nhan thay cong ty noi chung,
ca hang, phong ban ni ho lam viec noi rieng nh la ngoi nha th 2 cua ho.
Sau khi thc hien tat ca cac giai phap tren tac gia hi vong rang khach hang
se co nhng li nhan xet ve cong ty khi ho en giao dch la khach hang a nghe
c tieng ci trong giong noi cua cac nhan vien ban hang, ieu o co ngha la
cong ty hay tao ra mot moi trng lam viec ma o nhan vien co the thc s
mm ci Voice Services For Sprints Lori Lockhart in Training.



Trang 60
KET LUAN
Th trng thong tin di ong cua Viet Nam trong nhng nam sap ti phat
trien rat manh do xu the hoi nhap va toan cau hoa khi chnh phu Viet Nam thc
hien cam ket ve m ca th trng vien thong trong BTA vi noi dung nh sau:
- 10/12/2003 cho phep lien doanh vi toi a 50% von gop t pha My oi
vi cac dch vu gia tr gia tang bao gom email, voice mail, trao oi d lieu
ien t, chuyen fax gia tr gia tang, x ly d lieu va thong tin trc tuyen.
- 10/12/2004 m ca cac dch vu internet, cho phep lien doanh co toi a
50% von gop cua My.
- 10/12/2005 cho phep lien doanh co toi a 49% von gop cua My oi vi
cac dch vu vien thong c ban gom chuyen bo, chuyen mach, telex, fax, thue
mach rieng, cac dch vu da tren vo tuyen bao gom dang o, di ong, ve tinh.
- 10/12/2007 lien doanh toi a 49% von gop cua My oi vi cac dch vu
ien thoai bao gom noi hat, ng dai, quoc te.
Hn the na theo nghien cu cua ong Mats H Olsson, chu tch ERICSSON
khu vc ong Nam A cho biet: hien nay khu vc ong Nam A co 10 nc va
ty le ngi s dung la 9%, trong khi o ty le tren the gii la 21%. ay la ty le
thap va th trng nay con phat trien manh. ac biet la 4 nc nh Viet Nam
4%, Indonesia 7%, Bangladet 1,5% va Pakistan 1%, 4 th trng nay co ty le
ngi dung cha cao nen toc o phat trien th trng nay ln.
Chnh v tiem nang phat trien nh vay nen thong qua luan van nay a
nghien cu va phan tch tong quan ve dch vu thong tin di ong noi chung cung
nh phan tch cac nhan to anh hng en chat lng cung cap dch vu thong tin,
t o a ra mot so ch tieu mang tnh nh lng e lam c s anh gia chat
lng di ong. Tren c s o luan van a phan tch nhng hien trang hien co tai
Trang 61
cong ty VMS MobiFone noi chung va trung tam thong tin di ong khu vc II
noi rieng ve cac lnh vc sau: cac hoat ong cham soc khach hang, nghien cu
cac van e lien quan en oi ngu nhan vien cua cong ty ac biet la oi ngu nhan
vien ban hang, khach hang, thu tuc thc hien dch vu
Tren c s phan tch tren, luan van a a ra 3 nhom giai phap khac nhau
co lien quan en thang o tac ong khach hang khi la chon san pham, dch vu
cua cong ty e s dung. Cac giai phap co moi lien he chat che va phai thc hien
mot cach ong bo nham at c hieu qua cao nhat. Cac nhom giai phap c
chia thanh 3 nhom chnh bao gom: Tang cng ao tao, boi dng nhan vien ac
biet nhan vien lam viec tai ca hang ; Hoan thien cach tnh va cac hnh thc thu
cc ph ; Cac giai phap khac.
Ket cau cua e tai c bo tr kha hp ly trong viec phan tch va anh gia
moi hoat ong lien quan en trung tam thong tin di ong khu vc II Cong ty
VMS MobiFone. Hy vong e tai nay se co ong gop nhat nh nao o trong viec
anh gia lai cac yeu to co anh hng en quyet nh la chon san pham, dch vu
cua khach hang va tao ieu kien cho doanh nghiep phat trien ben vng trong
tng lai.
Tuy nhien do kinh nghiem, kien thc va thi gian con han che nen e tai
van cha nghien cu c tat ca cac khach hang tai cac ca hang ln, nho cua
trung tam thong tin di ong khu vc II nen han che trong cach anh gia chat
lng va mc o hai long cua khach hang tren phng dien tong quat. Ngoai ra
oi tng tac gia tap trung nghien cu chu yeu tap trung vao mot vai lnh vc
hoat ong cua cong ty ch khong nghien cu cho tat ca cac lnh vc nen giai
phap e xuat con han che, neu co thi gian tac gia se tiep tuc nghien cu va
phan tch.