-oOo - -SACOM : : 60.34.05 TP H Chí Minh - 2012 Trang , tài 1 2 6) 1: 1.3 15 1.4 15 -Sacom , 2.1 , -Sacom 19 2.1.1 19 2.1.2 20 2.1.3 21 2.1.4 22 2.1.5 23 2.1.6 23 2.1.7 Quy trình bán hàng 24 2.1.8 25 2.1.9 -Sacom 2.2 25 27 2.2.1 27 2.2.2 27 2.2.3 30 2.2.4 30 2.3 30 2.3.1 30 2.3.2 31 2.3.3 38 3: 3.1 55 3.2 55 3.3 56 3.4 56 3.5 59 DANH M C CÁC KÝ HI U CH Nhà th u: , , TSC: Công ty Taihan-Sacom JIS: Japanese industrial standard KS: Korean Standard IEC: International Electrical Certificate AS: Australia standard BS: British standard : s n ph m : gía hình th c tốn giaohang p hàng giao hàng kinh doanh ch v khách hàng VI T T T Trang 2.1: 2.2: 24 2.3: 25 2.4: 31 2.5: 32 2.6: 32 2.7: 33 2.8: 34 2.9: 34 2.10: 35 2.11: B 20 36 2.12: 37 2.13: 38 2.14: 39 40 2.16: 41 2.17: 2.18: , 42 , , , 45 2.19: , 2.20: , 2.21: , 2.22: , , 47 , , , , , 48 , , 49 , , 50 2.23: , , 51 2.24: , , , , 52 2.25: , , 53 Trang khách hàng 10 12 1.6: 13 14 2.1: 2.2: - , -Sacom 20 21 2.3: 21 2.4: 22 Hình 2.5: Quy 28 29 Hình 2.7: 43 1) Theo Philip Kotler Hi khách hàng, , ( ) , cáp V , th khách hàng , Taihan-Sacom 2) -Sacom khách hà 3) công ty Taihan-Sacom i nghiên c -Sacom, ( ) , , , , , , ( ) , nê i ng n Taihan-Sacom 4) Nghiên , , , , àng ( ) Taihan-Sacom , , -sacom - 5) - Tìm - n Taihan-Sacom qua -Sacom 6) : : , -Sacom h , , , , , , T : Sau , -Sacom 7) , , , hàng, vi : ,t 3: .2 cong ty anh chi thuoc lanh vuc nao Frequency Valid thau co dien thau xay dung tong thau loai hinh khac Total Percent Valid Percent Cumulative Percent 62 56,4 56,4 56,4 16 14,5 14,5 70,9 3,6 3,6 74,5 28 25,5 25,5 100,0 110 100,0 100,0 Statistics thi cong cac du an nao nhieu nhat N Valid 110 Missin g thi cong cac du an nao nhieu nhat Frequency Valid cao oc vp, khach san, chung cu nha xuong thi cong dien luc thi cong tram hoac co so tang khac Total Percent Valid Percent Cumulative Percent 36 32,7 32,7 32,7 34 30,9 30,9 63,6 5,5 5,5 69,1 16 14,5 14,5 83,6 18 110 16,4 100,0 16,4 100,0 100,0 Statistics nhan hieu duoc de xuat nhieu nhat N Valid 110 Missin g nhan hieu duoc de xuat nhieu nhat Valid cadivi taihansacom ls vina thinh phat olympic Total Frequency 20 Percent 18,2 Valid Percent 18,2 Cumulative Percent 18,2 32 29,1 29,1 47,3 47 10 110 42,7 9,1 ,9 100,0 42,7 9,1 ,9 100,0 90,0 99,1 100,0 .3 Statistics chon nhan hieu cap dien de dau thau N Valid 110 Missin g chon nhan hieu cap dien de dau thau Frequency Valid ho so ky thuat yeu cau tvtk chu dau tu chi dinh cong ty tu de xuat Total Percent Valid Percent Cumulative Percent 38 34,5 34,5 34,5 47 42,7 42,7 77,3 25 22,7 22,7 100,0 110 100,0 100,0 Statistics cong ty nen gioi thieu khach hang nao N Valid 110 Missin g cong ty nen gioi thieu khach hang nao Frequency Valid chu dau tu cong ty tvtk co dien cac nha thau ca ba Total Percent Valid Percent Cumulative Percent 38 34,5 34,5 34,5 43 39,1 39,1 73,6 17 12 110 15,5 10,9 100,0 15,5 10,9 100,0 89,1 100,0 Statistics thoi gian mua cap dien trung thau N Valid 110 Missin g thoi gian mua cap dien trung thau Valid da thi cong phan than vua trung thau thay gia tot la mua theo tien thi cong Total Frequency 16 22 29 43 110 Percent 14,5 20,0 26,4 39,1 100,0 Valid Percent 14,5 20,0 26,4 39,1 100,0 Cumulative Percent 14,5 34,5 60,9 100,0 .4 Descriptive Statistics Su thoa man cua khach hang N cung cap cac don hang lon som giao hang dung chung loai san pham luon tao dieu kien tot giao hang thong tin san pham, gia giai quyet thac mac, khieu na nhan vien co kien thuc dich vu bao hanh sp nhan vien co quan he tot hieu va cung cap thong tin bo ich quan tam, vieng tham Valid N (listwise) Mean Std Deviation 3,59 1,034 110 3,53 1,055 110 3,93 ,965 110 3,61 1,235 2,77 ,983 2,07 ,751 110 3,15 1,012 110 3,05 ,887 110 2,74 ,925 110 2,80 ,896 110 2,98 1,109 110 3,35 1,137 110 3,61 1,118 110 3,81 ,873 110 2,64 1,147 110 3,16 1,000 110 gia cap luon on dinh va linh hoat dieu kien toan tot nha luon giao hang dung hen Maximum 110 da dang va nhieu chung loai luon dat tieu chuan chat luong bao bi dong goi san pham dep gia cap luon canh tranh Minimum 3,09 1,138 110 Descriptive Statistics su hai long tiep tuc mua cap luon la lua chon so san sang gioi thieu cap Valid N (listwise) N 110 110 110 110 110 Minimum 1 1 Maximum 5 5 Mean 3,15 3,37 2,88 3,41 Std Deviation ,822 ,975 1,029 ,870 .5 II TIN C Y ****** Method (space saver) will be used for this analysis ****** R E L I A B I L I T Y A N A L Y S I S - S C A L E (A L P H A) Mean Cases 3,5909 3,5273 3,9273 Q3.1.1 Q3.1.2 Q3.1.3 Std Dev 1,0342 1,0554 ,9646 110,0 110,0 110,0 Variance 5,6768 N of Std Dev Variables 2,3826 Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected ItemTotal Correlation 7,4545 7,5182 7,1182 3,0392 2,8391 2,9125 Statistics for SCALE Mean 11,0455 Item-total Statistics Q3.1.1 Q3.1.2 Q3.1.3 Alpha if Item Deleted ,4348 ,4847 ,5570 ,6547 ,5911 ,5006 Reliability Coefficients N of Cases = Alpha = 110,0 N of Items = ,6772 ****** Method (space saver) will be used for this analysis ****** R E L I A B I L I T Y A N A L Y S I S - S C A L E Mean Statistics for SCALE Mean 8,4545 Cases 3,6091 2,7727 2,0727 Q3.2.1 Q3.2.2 Q3.2.3 Std Dev 1,2348 ,9830 ,7506 110,0 110,0 110,0 Variance 6,6539 N of Std Dev Variables 2,5795 (A L P H A) .6 Item-total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted 4,8455 5,6818 6,3818 2,3704 2,8978 4,4400 Q3.2.1 Q3.2.2 Q3.2.3 Corrected ItemTotal Correlation Alpha if Item Deleted ,7256 ,8336 ,5217 ,7093 ,5588 ,8780 Reliability Coefficients N of Cases = Alpha = 110,0 N of Items = ,8114 ****** Method (space saver) will be used for this analysis ****** R E L I A B I L I T Y A N A L Y S I S - S C A L E (A L P H A) Mean Statistics for SCALE Mean 11,7364 Cases 3,1455 3,0545 2,7364 2,8000 Q3.3.1 Q3.3.2 Q3.3.3 Q3.3.4 Std Dev 1,0122 ,8866 ,9255 ,8965 110,0 110,0 110,0 110,0 N of Variables Variance 7,1684 Std Dev 2,6774 Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected ItemTotal Correlation 8,5909 8,6818 9,0000 8,9364 4,5375 4,2740 4,1468 4,8491 Item-total Statistics Q3.3.1 Q3.3.2 Q3.3.3 Q3.3.4 Alpha if Item Deleted ,3725 ,5752 ,5744 ,3839 ,6914 ,5578 ,5544 ,6750 Reliability Coefficients N of Cases = Alpha = 110,0 ,6878 N of Items = .7 ****** Method (space saver) will be used for this analysis ****** R E L I A B I L I T Y A N A L Y S I S - S C A L E (A L P H A) Mean Statistics for SCALE Mean 13,7455 Cases 2,9818 3,3455 3,6091 3,8091 Q3.4.1 Q3.4.2 Q3.4.3 Q3.4.4 Std Dev 1,1086 1,1368 1,1178 ,8726 110,0 110,0 110,0 110,0 N of Variables Variance 11,6227 Std Dev 3,4092 Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected ItemTotal Correlation 10,7636 10,4000 10,1364 9,9364 7,0629 5,7835 6,6143 8,3170 Item-total Statistics Q3.4.1 Q3.4.2 Q3.4.3 Q3.4.4 Alpha if Item Deleted ,5653 ,8315 ,6538 ,5055 ,7985 ,6597 ,7555 ,8199 Reliability Coefficients N of Cases = Alpha = 110,0 N of Items = ,8134 ****** Method (space saver) will be used for this analysis ****** R E L I A B I L I T Y A N A L Y S I S - S C A L E Mean Statistics for SCALE Mean 8,8909 Item-total Statistics Scale Mean Cases 2,6364 3,1636 3,0909 Q3.5.1 Q3.5.2 Q3.5.3 Std Dev 1,1472 1,0003 1,1377 (A L P H A) 110,0 110,0 110,0 Variance 7,1623 Scale Variance N of Std Dev Variables 2,6762 Corrected Item- Alpha .8 if Item Deleted 6,2545 5,7273 5,8000 Q3.5.1 Q3.5.2 Q3.5.3 if Item Deleted 3,3658 3,7231 3,6844 Total Correlation if Item Deleted ,5893 ,6318 ,4999 ,6363 ,5977 ,7425 Reliability Coefficients N of Cases = Alpha = 110,0 N of Items = ,7437 III PHÂN TÍCH NHÂN T Descriptive Statistics Mean da dang va nhieu chung loai luon dat tieu chuan chat luong bao bi dong goi san pham dep gia cap luon canh tranh gia cap luon on dinh va linh hoat dieu kien toan tot nha luon giao hang dung hen cung cap cac don hang lon som giao hang dung chung loai san pham luon tao dieu kien tot giao hang thong tin san pham, gia giai quyet thac mac, khieu na nhan vien co kien thuc dich vu bao hanh sp nhan vien co quan he tot hieu va cung cap thong tin bo ich quan tam, vieng tham Std Deviation Analysis N 3,59 1,034 110 3,53 1,055 110 3,93 ,965 110 3,61 1,235 110 2,77 ,983 110 2,07 ,751 110 3,15 1,012 110 3,05 ,887 110 2,74 ,925 110 2,80 ,896 110 2,98 1,109 110 3,35 1,137 110 3,61 1,118 110 3,81 ,873 110 2,64 1,147 110 3,16 1,000 110 3,09 1,138 110 .9 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity ,661 Approx Chi-Square df Sig 766,357 136 ,000 Total Variance Explained Component Initial Eigenvalues % of Cumulative Total Variance % 10 11 12 13 14 15 16 17 3,546 2,855 2,278 1,533 1,253 ,934 ,752 ,701 ,590 ,483 ,460 ,411 ,388 ,322 ,236 ,152 ,107 20,856 16,795 13,399 9,017 7,368 5,492 4,422 4,122 3,469 2,844 2,707 2,416 2,284 1,892 1,391 ,895 ,632 20,856 37,651 51,051 60,068 67,436 72,928 77,350 81,471 84,941 87,784 90,491 92,907 95,190 97,082 98,473 99,368 100,000 Extraction Sums of Squared Loadings % of Cumulative Total Variance % Rotation Sums of Squared Loadings % of Cumulat Total Variance ive % 3,546 2,855 2,278 1,533 1,253 2,602 2,409 2,246 2,198 2,008 20,856 16,795 13,399 9,017 7,368 20,856 37,651 51,051 60,068 67,436 15,307 14,170 13,214 12,931 11,815 Extraction Method: Principal Component Analysis Rotated Component Matrix(a) Component da dang va nhieu chung loai luon dat tieu chuan chat luong bao bi dong goi san pham dep gia cap luon canh tranh gia cap luon on dinh va linh hoat dieu kien toan tot nha luon giao hang dung hen cung cap cac don hang lon som giao hang dung chung loai san pham -,115 ,089 ,060 ,137 ,739 ,072 ,002 ,178 ,190 ,715 ,282 ,061 -,052 -,026 ,773 ,009 ,858 ,170 -,170 ,042 -,034 ,888 ,233 -,040 ,116 -,099 ,770 -,034 ,155 -,030 ,177 ,079 ,260 ,703 -,217 ,064 ,055 -,143 ,760 ,194 -,001 -,115 ,117 ,769 ,166 15,307 29,477 42,690 55,621 67,436 .10 luon tao dieu kien tot giao hang thong tin san pham, gia ,017 dich vu bao hanh sp nhan vien co quan he tot hieu va cung cap thong tin bo ich quan tam, vieng tham -,128 ,536 ,392 ,638 giai quyet thac mac, khieu na nhan vien co kien thuc -,070 -,098 ,469 -,088 ,081 ,903 ,050 ,198 -,069 ,021 ,822 -,003 ,023 ,268 -,037 ,723 -,125 -,045 ,093 ,152 -,032 ,450 ,704 -,114 ,199 ,153 ,035 ,868 -,020 -,004 ,111 ,142 ,703 ,182 ,033 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations IV PHÂN TÍCH H I QUY Variables Entered/Removed(b) Variables Variables Model Entered Removed QUANHE, GIAOHANG, DICHVU, SANPHAM, GIA(a) a All requested variables entered b Dependent Variable: su hai long Method Enter Model Summary Adjusted R R R Square Square ,829(a) ,687 ,672 a Predictors: (Constant), QUANHE, GIAOHANG, Model Std Error of the Estimate ,471 DICHVU, SANPHAM, GIA ANOVA(b) Model Sum of Squares Regressio n Residual Total df Mean Square F Sig 50,620 10,124 45,673 ,000(a) 23,053 104 ,222 73,673 109 a Predictors: (Constant), QUANHE, GIAOHANG, DICHVU, SANPHAM, GIA b Dependent Variable: su hai long .11 Coefficients(a) Unstandardized Coefficients Model B (Constant) SANPHAM GIA GIAOHANG DICHVU QUANHE Std Error -1,432 ,130 ,279 ,395 ,531 ,111 ,325 ,060 ,058 ,071 ,057 ,058 Standardized Coefficients t Sig -4,405 2,157 4,814 5,567 9,385 1,902 Collinearity Statistics ,000 ,033 ,000 ,000 ,000 ,060 Beta Tolerance ,126 ,292 ,321 ,551 ,120 VIF ,885 ,818 ,903 ,874 ,756 1,130 1,222 1,107 1,145 1,323 a Dependent Variable: su hai long Variables Entered/Removed(b) Variables Model Entered DICHVU, GIA, GIAOHANG, SANPHAM(a) Variables Removed Method Enter a All requested variables entered b Dependent Variable: su hai long Model Summary Adjusted R Std Error of R R Square Square the Estimate ,822(a) ,676 ,664 ,477 a Predictors: (Constant), DICHVU, GIA, GIAOHANG, SANPHAM Model ANOVA(b) Model Sum of Squares Regressio n Residual Total df Mean Square F Sig 49,818 12,454 54,820 ,000(a) 23,855 105 ,227 73,673 109 a Predictors: (Constant), DICHVU, GIA, GIAOHANG, SANPHAM b Dependent Variable: su hai long Coefficients(a) Unstandardized Coefficients (Constan t) SANPHA M GIA GIAOHA NG DICHVU Standardized Coefficients B Model Std Error Beta -1,388 ,328 ,142 ,061 ,324 t Sig Collinearity Statistics Tolerance VIF -4,229 ,000 ,137 2,341 ,021 ,895 1,118 ,054 ,339 6,040 ,000 ,980 1,020 ,397 ,072 ,323 5,526 ,000 ,903 1,107 ,563 ,055 ,583 10,259 ,000 ,954 1,048 .12 a Dependent Variable: su hai long Variables Entered/Removed(b) Variables Variables Model Entered Removed Method QUANHE, GIAOHANG, DICHVU, Enter SANPHAM, GIA(a) a All requested variables entered b Dependent Variable: tiep tuc mua cap Model Summary Model R Adjusted R Square R Square Std Error of the Estimate ,615(a) ,378 ,348 ,788 a Predictors: (Constant), QUANHE, GIAOHANG, DICHVU, SANPHAM, GIA ANOVA(b) Model Sum of Squares Regressio n Residual Total df Mean Square F Sig 39,192 7,838 12,634 ,000(a) 64,526 104 ,620 103,718 109 a Predictors: (Constant), QUANHE, GIAOHANG, DICHVU, SANPHAM, GIA b Dependent Variable: tiep tuc mua cap Coefficients(a) Unstandardized Standardized Model Coefficients Coefficients t Sig B (Constant ) SANPHA M GIA GIAOHA NG DICHVU QUANHE Std Error -,735 ,544 ,163 ,101 ,156 Beta Collinearity Statistics Tolerance VIF -1,351 ,180 ,133 1,615 ,109 ,885 1,130 ,097 ,137 1,605 ,112 ,818 1,222 ,503 ,119 ,345 4,241 ,000 ,903 1,107 ,322 ,164 ,095 ,097 ,281 ,150 3,397 1,688 ,001 ,094 ,874 ,756 1,145 1,323 a Dependent Variable: tiep tuc mua cap Variables Entered/Removed(b) Variables Variables Model Entered Removed Method DICHVU, GIAOHANG( Enter a) a All requested variables entered b Dependent Variable: tiep tuc mua cap .13 Model Summary Adjusted R R R Square Square ,544(a) ,296 ,282 a Predictors: (Constant), DICHVU, GIAOHANG Std Error of the Estimate ,826 Model ANOVA(b) Model Sum of Squares Regressio n Residual Total df Mean Square F Sig 30,663 15,332 22,456 ,000(a) 73,055 107 103,718 109 a Predictors: (Constant), DICHVU, GIAOHANG b Dependent Variable: tiep tuc mua cap ,683 Coefficients(a) Unstandardized Coefficients Model B (Constan t) GIAOHA NG DICHVU Standardize d Coefficients Std Error Beta ,452 ,443 ,552 ,120 ,379 ,094 Collinearity Statistics Toleranc e VIF ,000 ,971 1,030 ,000 ,971 1,030 t Sig 1,020 ,310 ,378 4,596 ,331 4,022 a Dependent Variable: tiep tuc mua cap Variables Entered/Removed(b) Variables Variables Model Entered Removed QUANHE, GIAOHANG, DICHVU, SANPHAM, GIA(a) a All requested variables entered b Dependent Variable: luon la lua chon so Method Enter Model Summary Adjusted R R R Square Square ,609(a) ,371 ,341 a Predictors: (Constant), QUANHE, GIAOHANG, Model Std Error of the Estimate ,835 DICHVU, SANPHAM, GIA ANOVA(b) Model Sum of Squares Regressio n Residual Total df Mean Square F Sig 42,883 8,577 12,289 ,000(a) 72,581 115,464 104 109 ,698 .14 a Predictors: (Constant), QUANHE, GIAOHANG, DICHVU, SANPHAM, GIA b Dependent Variable: luon la lua chon so Coefficients(a) Mode l (Constant) SANPHAM GIA GIAOHANG DICHVU QUANHE Standardized Coefficients B Unstandardized Coefficients Std Error Beta -1,165 ,165 ,044 ,409 ,349 ,307 ,577 ,107 ,103 ,126 ,100 ,103 ,128 ,037 ,266 ,289 ,267 t -2,020 1,545 ,432 3,255 3,475 2,981 Collinearity Statistics Toleranc e VIF Sig ,046 ,125 ,667 ,002 ,001 ,004 ,885 ,818 ,903 ,874 ,756 1,130 1,222 1,107 1,145 1,323 a Dependent Variable: luon la lua chon so Variables Entered/Removed(b) Variables Variables Model Entered Removed QUANHE, GIAOHANG, DICHVU(a) a All requested variables entered b Dependent Variable: luon la lua chon so Method Enter Model Summary Model R R Square Adjusted R Square Std Error of the Estimate ,596(a) ,355 ,337 ,838 a Predictors: (Constant), QUANHE, GIAOHANG, DICHVU ANOVA(b) Sum of Mean Squares df Square Regression 41,005 13,668 Residual 74,459 106 ,702 Total 115,464 109 a Predictors: (Constant), QUANHE, GIAOHANG, DICHVU b Dependent Variable: luon la lua chon so Model F 19,458 Sig ,000(a) Coefficients(a) Unstandardized Coefficients B Model (Constant ) GIAOHA NG DICHVU QUANHE Standardize d Coefficients Std Error Beta -,706 ,483 ,457 ,122 ,354 ,348 t Sig Collinearity Statistics Toleranc e VIF -1,460 ,147 ,297 3,751 ,000 ,970 1,031 ,099 ,293 3,574 ,001 ,904 1,106 ,094 ,301 3,720 ,000 ,926 1,080 .15 a Dependent Variable: luon la lua chon so Variables Entered/Removed(b) Variables Variables Model Entered Removed Method QUANHE, GIAOHANG, DICHVU, Enter SANPHAM, GIA(a) a All requested variables entered b Dependent Variable: san sang gioi thieu cap Model Summary Model R R Square Adjusted R Square Std Error of the Estimate ,604(a) ,365 ,334 ,710 a Predictors: (Constant), QUANHE, GIAOHANG, DICHVU, SANPHAM, GIA ANOVA(b) Model Sum of Squares Regressio n Residual Total df Mean Square F Sig 30,108 6,022 11,932 ,000(a) 52,483 104 ,505 82,591 109 a Predictors: (Constant), QUANHE, GIAOHANG, DICHVU, SANPHAM, GIA b Dependent Variable: san sang gioi thieu cap Coefficients(a) Unstandardized Coefficients Standardized Coefficients Model B Std Error Beta (Constan -,057 ,490 t) SANPHA ,076 ,091 ,069 M GIA ,122 ,087 ,121 GIAOHA ,454 ,107 ,349 NG DICHVU ,243 ,085 ,238 QUANH ,227 ,088 ,233 E a Dependent Variable: san sang gioi thieu cap Variables Entered/Removed(b) Variables Variables Model Entered Removed QUANHE, GIAOHANG, DICHVU(a) a All requested variables entered Method Enter Collinearity Statistics Toleranc e VIF t Sig -,117 ,907 ,835 ,405 ,885 1,130 1,398 ,165 ,818 1,222 4,247 ,000 ,903 1,107 2,845 ,005 ,874 1,145 2,590 ,011 ,756 1,323 .16 b Dependent Variable: san sang gioi thieu cap Model Summary Adjusted R R R Square Square ,589(a) ,347 ,329 a Predictors: (Constant), QUANHE, GIAOHANG, Model Std Error of the Estimate ,713 DICHVU ANOVA(b) Model Sum of Squares Regressio n Residual Total df Mean Square F Sig 28,673 9,558 18,789 ,000(a) 53,918 106 ,509 82,591 109 a Predictors: (Constant), QUANHE, GIAOHANG, DICHVU b Dependent Variable: san sang gioi thieu cap Coefficients(a) Unstandardized Coefficients Model Standardized Coefficients B Beta Std Error (Constan ,386 ,411 t) GIAOHA ,470 ,104 ,362 NG DICHVU ,229 ,084 ,225 QUANH ,288 ,080 ,296 E a Dependent Variable: san sang gioi thieu cap Collinearity Statistics Toleranc e VIF t Sig ,939 ,350 4,539 ,000 ,970 1,031 2,721 ,008 ,904 1,106 3,624 ,000 ,926 1,080 ... quan h c mua hàng c a t ch c v i khách hàng - M i quan h sau mua hàng t ch c v i khách hàng 10 Hình 1.4: V trí c a s th a mãn khách hàng L i nhu n Gi Thu hút khách c khách m i hàng hàng quan h... dành cho khách hàng ph n chênh l ch gi a t ng giá tr mà khách hàng kì v ng t ng chi phí mà khách hàng b tiêu dùng s n ph m hay d ch v T ng giá tr c a khách hàng (t ng giá tr i c a khách hàng) g... khách hàng c n ph s th a mãn khách hàng c b c tranh t ng th xác v Hình 1.3: Các y u t t o s th a mãn khách hàng Ch Nh ng mong ng S th a mãn i S a khách hàng c a khách hàng Ngu n: NigelHill, Customer