Chng trnh nh gi S hi lng ca khch hng

Chng trnh nh gi S hi lng ca khch hng

1. S hi lng ca khch hng l g?

Theo Philip Kotler, s tha mn - hi lng ca khch hng (customer satisfaction)

l mc ca trng thi cm gic ca mt ngi bt ngun t vic so snh kt qu

thu c t vic tiu dng sn phm/dch v vi nhng k vng ca anh ta. Mc

hi lng ph thuc s khc bit gia kt qu nhn c v k vng, nu kt qu

thc t thp hn k vng th khch hng khng hi lng, nu kt qu thc t tng

xng vi k vng th khch hng s hi lng, nu kt qu thc t cao hn k vng

th khch hng rt hi lng. K vng ca khch hng c hnh thnh t kinh

nghim mua sm, t bn b, ng nghip v t nhng thng tin ca ngi bn v

i th cnh tranh. nng cao s tha mn ca khch hng, doanh nghip cn c

nhng khan u t thm m ch t cng l u t thm nhng chng trnh

marketing.

2. Ti sao cn phi nh gi s hi lng ca khch hng?

Trong bi cnh cnh tranh, cc doanh nghip cn to s tha mn ca khch hng

cao hn i th cnh tranh. Nh vy s hi ha li ch ca khch hng v li nhun

ca doanh nghip. S tha mn, hi lng ca khch hng c nhng nh hng ti

lng trung thnh vi thng hiu ca nh sn xut. Tuy nhin s hi lng khng

bn vng v cng kh lng ha. Yu t thc s quyt nh lng trung thnh ca

khch hng l gi tr dnh cho khch hng. Gi tr khch hng to ra s hi lng-

mc tha mn ca khch hng. Doanh nghip cn o lng mc tha mn

ca khch hng ca mnh v ca i th cnh tranh trc din. C th thng qua

cuc iu tra hay ng gi ngi mua sm. Nhng thng tin v gim st mc

tha mn ca khch hng ca doanh nghip so vi khch hng ca i th l tn

hiu bo trc v tnh trng mt khch hng, gim th phn trong tng lai. Cn

thit lp nhng knh thng tin khch hng gp hoc khiu ni. Mc khiu

ni khng th dng lm thc o s tha mn ca khch hng v phn ln s

khng hi lng khch hng khng khiu ni.

Nghin cu ny nhm mc ch:

Khm ph v o lng cc yu t tc ng ln s hi lng ca khch hng

ca DN.

Xc nh tm quan trng ca tng yu t i vi hiu qu kinh doanh ca

DN.

xut mt s nh hng nng cao s hi lng ca khch hng.