KKMXJUTWm MBA PROGRAM (lEMBA)
rao mc Quin ifi kinh doanh Quocle
"RI^M
INTERNATIONAL EXECUTIVE MBA PROGRAM (leMBA)
Chirong trinh cao hoc Quan trj kinh doanh Quoc te
LUAN VAN TOT NGHIEP
DICH VU KHACH HANG
NGHIEN CUU TINH HUONG NHA XUAT BAN THONG KE
DO VAN CHIEN
IEMBA#3
THANG 05, 2007
INTERNATIONAL EXECUTIVE MBA PROGRAM (leMBA)
Chirang trinh cao hoc Quan tn kinh doanh Quoc te
BAN LUAN VAN NAY DU'OC N Q P C H O
TRirOfNG DAI HOC IRVINE (HOA KY)
VA
KHOA QUAN TRI KINH DOANH
(TRircSNG DAI HOC QUOC GIA HA NQI
BAN LUAN VAN LA M Q T
PHAN
BAT BUQC TRONG CHLTONG TRINH
DAO TAO THAC SY QUAN TRI KINH DOANH QUOC TE
THANG 05, 2007
Phe duyet cua Chu-ong trinh Cao hoc quan trj kinh doanh quoc te
Chu nhiem chuang trinh
Toi xac nhan rang luan van nay da dap irng dugc cac yeu cau ciia mot iuan van tot nghiep
thugc chuong trinh dao tao Thac sy Quan tri kinh doanh.
TS--N-giu^n Nggc Anh
Cm tich I igi dong
Chung toi, ky ten duoi day xac nhan rang chung toi da doc toan bg luan van nay va cong
nhan ban luan van hoan toan dap ung cac tieu chuan cLia mot luan van Thac s> quan tri kinh
doanh.
NCS. Dang Nggc Su
Giao vien hiiong dan
Cac thanh vien Hoi dong
(Xep thi'r tu ten theo bang chO" cai)
PGS-TS. Vii Tri Dung
TS. Tran Doan Kim
NCS. Dang Nggc Su
DANH MUC CAC TlT VIET TAT
Viet tat
Dien giai
NXB
Nha xuat ban
NXBTK
Nha xuat ban Thong ke
XBP
Xuat ban pham
SXKD
San xuat kinh doanh
DVKH
Djch vu khach hang
GIAI NGHIA T i r NGU^ C H U Y E N N G A N H
Tir chuyen nganh
Giai nghia
Cong tac vien
Nguai ben ngoai ca quan tham gia
lam cgng tac vien
Tac gia
Nguai viet sach
Bien tap vien
Nguai bien tap
Che ban
Chuyen chCr, hinh anh tir du lieu
may tinh thanh ban in
Doc bong
Tim loi tren bong
Sua loi
Sua cac loi chinh ta do danh may
hoac viet sai
In- hoan thien
Gap, khau, ep gay. vao bia, dong xen thanh
sach
Can
Che ban, in tren giay can
Phim
Che ban, in tren phim
Bong
Du lieu ban thao dugc in ra giay
de sua loi
Phat hanh sach
Nhu ban sach
MUC LUC
ChtfOTigl:Gl6lTHIEU
1.1- Ly do chon de tai
1.2- Muc tieu nghien cihi
3
1.3- Fhu-oTig phap nghien cifu
4
1.4- Ket cau ciia luan van
4
Chu^oTig 2: CO SO LY LUAN
2.1- Djch vu khach hang va chat luong djch vu khach hang
5
2.1.1- Djch vu va dich vu khach hang
5
a- Dich vu, tinh chdt cua dich vu
5
b- Khach hang, phan logi khach hang
8
c- Dich vu khach hang
12
d- Chdt lirang vd chdt lug-ng dich vu
23
e- Cac xu huang tren thi truang hien nay ve chdt luang DVKH
IS
2.1.2- He thong sang tao - cung ung djch vu Servuction
26
a- He thong sdng tao - cung ung dich vu
16
b~ Cac yeu to quyet dinh chdt luang cua he thong
11
2.1.3- Cac yeu to xac dinh chat lugng theo quan diem khach hang
30
2.2- Quan trj chat lugng DVKH - Cach tiep can theo qua trinh
33
2.2.1- Chuc nang hoach dinh chat lugng DVKH
33
2.2.2- Chuc nang to chuc quan tri chat lugng dich vu khach hang
33
2.2.3- Chuc nang kiem tra, kiem soat
36
2.2.4- Chirc nang dieu chinh, dieu hoa, phoi hgp
39
Chuong 3: THU^C TRANG DICH VU KHACH HANG
CUA NHA XUAT BAN THONG KE
3.1- Tong quan ve Nha xuat ban Thong ke
41
3.1.1- So luge ve qua trinh hinh thanh vaphat trien
41
a~ Vcii net ve Nha xudt ban Thong ke
41
b- Ton chi, muc dich
41
c- Chuc nang, nhiem vu
Al
d- Qua trinh hinh thanh vd phdt trien
Al
3.1.2- Co cau to chirc, boat dong
44
3.1.3- Quy trinh boat dong dich vu xuat ban
46
Giai dogn 1: Chudn bi
46
Giai dogn 2: To chuc hien sogn, bien dich, hieu dinh
46
Giai dogn 3: Che ban, bien tap
46
Giai dogn 4: In, hodn thien
Al
Giai dogn 5: To chuc phdt hdnh (ban hdng)
Al
3.1.4- San pham/dich vu
48
3.1.5- Khach hang cua NXB Thong ke
50
3.2- Thyc trang dich vu khach hang cua NXB Thong ke
52
3.2.1- Khach hang danh gia chat lugng DVKH
52
a- Cugc dieu tra thir nhdt
52
b- Cugc dieu tra thti hai
53
c- Cdc cugc dieu tra hdng Viet Nam chdt Im/ng cao
54
3.2.2- To chuc noi bg
55
a- Ban Gidm doc
55
b~ Ca che hogt dong kinh doanh dich vu XBP cua to chuc ngi bg
58
3.2.3- Ca sa vat chat (chat lugng ky thuat)
61
a- Van phong giao dich
61
b- May moc thiet bi
63
c- Bi quyet nghe nghiep xudt ban tdc dong den dich vu khach hdng
66
d- Giai phdp ky thuat xudt ban
68
e- Website cua NXB Thong ke
71
3.2.4- Nhan vien tiep xiic (chat lugng chuc nang)
79
(1) Ve tdc phong ngirai giao tiep
81
(2) Ung xu cua ngirai giao tiep
81
(3) San sdngphuc vu
82
(4) Quan he ngi bg
82
(5) Hinh time hen ngodi
82
(6) Khd nang tiep can
82
(7) Giao dich vai khdch hdng
82
3.3- Ket luan
83
Chu^oTig 4: MOT SO KIEN NGHI, GIAI PHAP NHAM NANG CAO CHAT
LU^OTVG DVKH CUA NXBTK VA KET LUAN
4.1- Mot so kien nghj, de xuat
86
4.1.1- Lanh dao cap cao ciia NXBTK can quan triet sau sac tinh than dich vu
khach hang, xay dung van hoa dich vu khach hang tai NXBTK
86
4.1.2- Sap xep lai to chirc bg may. boat dong cua NXB Thong ke
89
4.1.3- Cung CO, cai tien boat dong Website
91
a- Cai tien thiet ke mai
91
b- Qudng bd trang website
93
c- Cung cdp dich vu chdm soc khdch hdng true tuyen
93
4.1.4- Xay dung quy trinh cham soc khach hang
97
4.2- Nhirng han che cua luan van va hu-ong nghien ciru tiep theo
99
4.3- Ket luan
99
Tai lieu tham khao
101
Phuluc
103
DANH MUC HINH VE
r/
So
Ten hinh anh
Trang
Hinh 2.1-
Ranh giai giira hang hoa va djch vu ngay cang ma dan
6
Hinh 2.2-
He thong sang tao - cung ung dich vu theo mo hinh
Servuction
28
Hinh 2.3-
He thong sang tao - cung img djch vu (mo hinh Servuction
ma rong)
28
Hinh 3.1-
So do ca cau to chirc
45
Hinh 3.2-
Mot so sach cua NXB Thong ke
49
Hinh 3.3-
Van phong giao tiep ciia NXB Thong ke tai 86 Thuy Khue
62
Hinh 3.4 -
Cac loai hop dung XBP khi van chuyen den voi khach hang
67
Hinh 3.5 -
Quang cao sach tren bao dien tir c6 duong link den website
ciia NXB
67
Hinh 3.6 -
To rai quang cao sach c6 in huang dan mua, ban sach
true tuyen
68
Hinh 3.7-
Trang chu Website: www.nxbthongke.com.vn
71
Hinh 3.8-
Phan dau trang chii Website: www.nxbthongke.com.vn
72
Hinh 3.9 -
Cong cu tim kiem nhanh, tim kiem chi tiet sach tren website
73
Hinh 3.10-
Phan cot giija trang chu Website: www.nxbthongke.com.vn
75
Hinh 4.1-
So do ca cau to chuc mai
88
D A N H M U C BANG BIEU
S6
Ten bang
Trang
Bang 2. l-
Mot so diem khac nhau giiia djch vu khach hang va dich vu
truyen thong
14
Bdng 3.1-
Ket qua boat dong kinh doanh cua NXB Thong ke (2002-
44
2006)
Bdng 3.2-
Tong hgp chat lugng dich vu khach hang
53
Bdng 3.3-
Tong hgp nhijng ly do khach hang tu choi hgp tac voi NXB
Thong ke
54
Bang 3.4-
Danh sach TSCD va trich khau hao hang tbang cua NXB
64
trong nam 2006
Bdng 3.5-
Bang thong ke so lirgt truy cap website NXBTK
74
CHirONG 1
Gldl THIEU
1.1- Ly do chon de tai
Nam 2006, Viet Nam da tra thanh thanh vien thu 150 ciia To chuc Thuong mai The gioi.
Dieu d6 da noi len trong thai gian toi cac doanh nghiep Viet Nam se phai trai qua nhieu thir
thach cam go song cung don nhan v6 van ca hoi nggt ngao dc phat trien. Sir canh tranh giij"a
cac doanh nghiep vai nhau ve cong nghe, ve con nguai, san pham/dich vu se rat khoc liet,
nhung su tranh gianh ve khach hang se khong kern phan khoc liet. Khach hang ngay nay
khong he binh thuong, ho la nhijng con nguai day doi hoi. Ho muon dugc biet den va dugc
ton trong. muon dugc doi xu nha nhan va dugc nghe nhung lai cam on. Ho muon ban biet
rang, ho da tieu tien cho boat dong kinh doanh cua ban. Khach hang ngay nay thuong so
sanh cac cixa hang vai nhau va xem xet ky nhiing san pham/djch vu. ho xem xet can than
tung dong chij tren nhan mac, va dua ra mot loat nhijng cau hoi. Do vay, de ban dugc hang,
nguai ban nen c6 thai do ung xu: ''Khach hang bao gia cUng dung", do la mot phuong cham
tuyet vai cua cac nha kinh doanh.
Trong mot thai gian dai, each thuc chu yeu de phat trien kinh doanh la tang chiing loai mat
hang va giii gia ca a muc thap ban so vol cac doi thii canh tranh. Trong cac ke hoach kinh
doanh, yeu to tai chinh thuong dugc dat len hang dau va yeu to con nguai it dugc chu y den.
Khong the khong noi rang: Sir qua phong phu ve chung loai va gia ca thap lai la hai nguyen
nhan chinh dan den sir pha san cua cong ty. Cac nghien cuu cho thay, 75% nguai tieu dung
tu choi mua san pham/dich vu vi nha san xuat da khong chia y hoac phot la nhu cau cua ho.
15% do that vgng ve san pham/djch vu va chi c6 10% la vi gia ca.
Sir thay doi nhanh chong tren thi truang da huge cac cong ty kinh doanh phai lay khach hang
lam trong tarn cho mgi boat dong cua minh. Khi san pham/dich vu ciia cong ty khong khac
nhieu so vai san pham/djch vu tuong tu ciia cac doi thu canh tranh, thi sir khac biet trong
chien luge xay dung quan he vai khach hang, noi cac khac do la su khac biet ve djch vu
khach hang la mot yeu to rat quan trong.
Ciang nhu cac nganh kinh doanh khac, ITnh vuc kinh doanh xuat ban pham, nhieu nam truac
dugc nha nuac bao cap hoan toan. Dau nam lap ke hoach de tai, nha nuoc duyet; trong nam
thuc hien, xuat ban xong giao tat ca sach cho Tong cong ty Phat hanh sach Viet Nam phat
hanh, viec phat hanh dugc hay khong cac NXB gan nhu khong hay biet; cuoi nam se dugc
tra tien, chi phi djnh muc, lai cung djnh muc. C(x deu deu nhu vay, khong can biet dich vu
khach hang la gi. Ngay nay, sau khi nuoc ta xoa bo ca che bao cap. cac NXB noi chung,
NXB Thong ke noi rieng dan dan bat bugc phai quan tam den khach hang, vi mot ly do ho la
nguai tra tien mua sach. Do vay. cac doanh nghiep can phai hoach djnh chinh sach, lap ke
hoach. to chuc thuc hien. kiem tra, kiem soat djch vu khach hang de kich thich nhu cau cua
nguai dan.
Vai NXB Thong ke, khoang 10 nam gan day viec cham soc khach hang ciang dugc quan tam
nhung chua dung mirc, chua dugc khoa hoc, tu do chua tao dugc sir khac biet vai cac NXB
khac. Khach hang trung thanh vai NXB Thong ke it, khach hang mai thi phan Ion la su ngau
nhien. Tu do, so lugng dau sach xuat ban hang nam thi Ion nhung so lugng sach cho timg
dau thi nho (trung binh khoang 2000 ban/dau sach).
So lieu cac nam 2002 den 2006 cua phu luc luan van cho chung ta thay vai tro rat quan trgng
ciia nhom khach hang cQ;
- Phu luc so 9 trang 112: Doanh thu cua khach hang cu, nam 2002 la 16,72 ty dong giam dan den
nam 2006 con 4,51 ty dong, anh huang rat Ian den tong doanh thu. Trong khi do doanh thu ciia
nhom khach hang mai giam nhe tu 6,9 ty dong xuong 6,23 ty dong khong anh huang nhieu den
tong doanh thu. Lgd nhuan cua nhom khach hang mod dii tang tu 73 trieu dong len 78 trieu dong.
Cling khong bu dugc Igi nhuan cua nhom khach hang cu giam tu 178 trieu xuong 84 trieu dong.
lam giam Igi nhuan chung cua ca NXB tu 251 trieu xuong con 162 trieu.
- Phu luc so 10 trang 113: Doanh so cua NXBTK nam 2002 la 23,02 ty dong giam dan den
nam 2006 la 10,75 ty dong, ty le giam 53,31%, Igi nhuan tuang ung ciang giam 35,36% tu
251,4 trieu dong xuong con 162,5 trieu dong.
Tac gia muon chon de tai: ''Djch vu khach hang - Nghien ciiu tinh huong NXB Thong ke
lam chu de". Soi rgi ly thuyet voi thuc te. tu do tim thay diem manh. diem yeu trong viec
cham soc khach hang cua cac NXB noi chung, NXB Thong ke noi rieng, de xuat, kien nghi
vai cac cap lanh dao nham khong ngung nang cao chat lugng djch vu khach hang tai day.
Cung voi ly do do. con c6 ly do khac do la sir tam huyet vai ca quan, tac gia da song va lam
viec tai NXB Thong ke tren 20 nam, tinh cam da gan bo, muon dua NXB Thong ke phat
trien nhanh, manh, dung trong top dau cac NXB Viet Nam, nhu ao uac ciia nhieu the he can
bg. cong nhan vien NXB Thong ke.
1.2- Muc tieu nghien ciru
- Nghien cuu thuc trang dich vu khach hang cua Nha xuat ban Thong ke cung nhu cac nhan
to quyet djnh chat lugng dich vu khach hang.
- Dua ra kien nghi, de xuat nham cai tien chat lugng djch vu khach hang cua Nha xuat ban
Thong ke noi rieng, ciing nhu ciia cac dan vj cung ung djch vu khach hang khac noi chung.
1.3- Phu*o*ng phap nghien ciru
Trong pham vi luan van nay, ngi dung nghien cuu bang cac phuong phap:
- Phuong phap djnh tinh (Nghien cuu tinh huong).
- Phuong phap thu thap so lieu: Phong van true tiep, phong van thong qua phieu dieu tra.
- So lieu: Chu yeu la so lieu so cap.
1.4- Ket cau cua luan van
Chuang L G l d l THIEU
Chuang 2: CO S6 LY LUAN
2.1- Djch vu khach hang va chat lugng djch vu khach bang.
2.2- Quan trj dich vu khach hang - Cach tiep can theo qua trinh.
Chuang 3: THI/C TRANG DICH VU
KHACH HANG
CUA NXB THONG KE
3.1- Tong quan ve Nha xuat ban Thong ke.
3.2- Tiep can theo mo hinh Servuction.
3.3- Ket luan rut ra.
Chuang 4:
DICH VU
MQT
SO KIEN NGHI, GlAl
KHACH HANG
PHAP
NHAM NANG CAO
CUA NXB THONG KE
4.1- Mot so kien nghi, de xuat
4.2- Nhung ban che cua luan van va huang nghien cuu tiep theo.
4.3- K^t luan.
C H A T LLTONG
CHU^ONG 2
CO S 6 LY LUAN
2.1- Dich vu khach hang va chat luffng djch vu khach hang
2.1.1- Dich vu va djch vu khach hang
a- Djch vu, tinh chat ciia djch vu
* Khai niem djch vu
Thuat ngij nay rat kho xac djnh. bai vi thong thuang djch vu dugc mua ban/trao doi cung voi
san pham hang boa hihi hinh. Djch vu can c6 san pham vat chat trg giup trong qua trinh tao
ra djch vu d6 (ban can c6 may bay de cung cap djch vu van chuyen hang khong), va hang
hoa vat chat ciang can c6 cac boat dong dich vu trg luc (dc ban mot goi muoi hay mot cai ao
so mi, it ra nguai ta ciang can su phuc vu ciia nguai ban hang, nguai thu tien).
Hien nay. c6 nhieu tranh luan ve khai niem djch vu. c6 nhieu djnh nghTa ve djch vu. tuy
nhien tung khai niem deu c6 nhung ban che rieng, sau day la mot so khai niem:
+ Theo Dai tu dien tieng Viet 1999 - NXB Van h6a Thong tin: Djch vu la cong viec phuc vu
cho dong dao dan chung.
+ Theo quan diem truyen thong: Nhiong cai gi khong phai nuoi trong, khong phai san xuat la
dich vu, no bao gom cac boat dong:
- Trong ITnh vitc kinh doanh c6: hang khong, ngan hang, buu dien, djch vu may tinh, khach
san, bao hiem, tu van, dien anh, cac phong kham chiaa benb, hieu cat toe, rua xe...
- Khu vuc phi lai nhuan: vien bao tang, benh vien. truang hgc, dan nhac giao huang. cac to
chuc tu thien...
- Khu vuc nha nuac: toa an, doi cuu boa, canh sat, quan doi...
+ Theo Philip Kotler - Quan tri Marketing, Nxb Thong ke, 2003: Djch vu la mot hanh dong
va ket qua ma mot ben c6 the cung cap cho ben kia va chu yeu la v6 hinh va khong dan den
quyen so hiju mot cai gi d6. San pham cua n6 c6 the c6 hay khong gan lien vai mot san
pham vat chat.
+ Mot dinh nghia thuang dugc nhac tai: Dich vu Id mot hogt dong bao gom cdc nhdn to
khong hien hitu, gidi quyet cdc moi quan he giira khdch hdng hoac tai san ma khdch hdng sa
him vai nguai cung cdp ma khong co su chuyen giao quyen sa huu.
Hinh 2.1- Ranh gioi giCra hang hoa va dich vu ngay cang ma dan
V6
tuyen
Vat chat
hoan hao
Muoi, Quan Nha Oto,
do . ao
a
xe
'^'^P may
may
san
Nha
hang. •
quan
an
Dich
vu
sua
chua
H^ng
^hong, Baohidm,
^"'^
tuv^n.
dien
"iao due
Djch vu
hoan hao
San pham djch vu c6 the nam trong pham vi hoac vugt qua pham vi san pham vat chat.
Nguai ta phan biet hai thai cue, mot dau chi san pham hang boa hien huu hoan toan, va dau
kia chi san pham dich vu hoan toan. Mot san pham c6 the chua nhieu phan djch vu ban hay
it ban tuy thugc vao ban chat cua boat dong san xuat - kinh doanh ra no. Ranh giai giira hang
hoa va djch vu ngay cang ma dan, boi vi cac cong ty ngay cang dua ra nhieu nhij-ng hon hgp
san pham va dich vu de canh tranh tren thj truong (xem hinh 2.1).
* Cac tinh chat ciia boat dong djch vu
Djch vu CO bon tinh chat quan trgng, do la:
- Tinh vd hinh: Cac djch vu deu v6 hinh, khong giong nhiong san pham vat chat, chiding
khong the nhin thay dugc, khong nem dugc, khong cam thay dugc, khong nghe thay dugc
hay khong ngiri th4y dugc truac khi mua chung. Mot nguai den NXB de xuat ban mot cuon
sach khong the nhin thay cuon sach truac khi no dugc xuat ban. Mot nguoi can thiet ke do
boa mot cai bia sach khong the biet truoc dugc chiec bia do c6 dep hay khong, c6 phu hgp
voi ngi dung cuon sach hay khong, cho den khi thiet ke do boa xong.
D§ giam bat muc do khong chac chan, khach hang se tim kiem nhijng dau hieu hay bang
chiing ve chat lugng cua djch vu. Hg se suy dien ve chat lugng dich vu tir dja diem, con
nguai, trang thiet bj, tai lieu thong tin. uy tin va gia ca ma hg thay. Vi vay, nhiem vu ciia
nguai cung ung djch vu la *Van dung nhiong bang chung de lam cho cai vo hinh tra thanh
hion hinh", c6 gang neu len dugc nhiong bang chung vat chat va hinh tugng boa mon hang
trim tugng ciia minh.
- Tinh khong chia cat dwac: Djch vu thuang dugc san xuat va tieu dung mot each dong
thoi. Khac ban vai hang boa vat chat, san pham djch vu khong the san xuat san ra, roi nhap
kho, phan phoi qua nhieu nac trung gian, roi sau do mai den tay nguai tieu dung cuoi cung.
Djch vu khong the tach khoi nguon goc ciia no, trong khi hang hoa vat chat ton tai khong
phu thugc vao sir c6 mat hay vang mat nguon goc cua no.
- Tinh khong on dinh: Chat lugng djch vu thuang khong dugc xac djnh, vi no phu thugc
vao nguoi thuc hien djch vu, thai gian va dja diem thuc hien djch vu do. Viec bien tap ciia
mot bien tap vien ky cuu thuc hien se c6 chat lugng cao hon nhieu so vai mot bien tap vien
mai vao nghe. Va cac Ian bien tap cua bien tap vien ky cuu ciang se khac nhau tuy theo tinh
trang sue khoe va trang thai tinh than cua nguai do liic tien hanh bien tap.
- Tinh khong Iwu giit dwac: Nha xuat ban, c6 nhijng thai diem rat dong khach (trong ngay,
trong tuan, trong thang) thi NXB cung ling djch vu phai c6 nhieu nhan vien bien tap. che
ban, thiet ke do hoa va may moc thiet bj nhieu ban gap bgi de tang cuong, dam bao phuc vu
cho khach hang. Nhung neu vang khach thi bg may NXB van phai boat dong, va van phai
chi phi nhu tra luang cho nhan vien, thue dja diem... De khac phuc dieu nay, NXB phai
dung cac bien phap thue cac nhan vien theo mioa vu, theo quy, thang, tuan... ap dung chinh
sach cgng tac vien
b- Khach hang, phan loai khach hang
* Khai niem khach hang
Truac khi tim hieu djch vu khach hang ta can xem khach hang la ai? Hg cho ta nhilng gi? De
tir do CO chinh sach DVKH thich hgp cho timg loai khach hang. Nhieu nguoi van nghT mot
each don thuan rang khach bang la nhung nguoi mua hang hoa, va chi c6 doanh nghiep san
xuat kinh doanh thi moi thuc sir c6 khach hang. Tuy nhien, thuc te lai khong phai nhu vay,
khach hang khong nhat thiet la nguoi mua hang ciia doanh nghiep. ma hg c6 the la nha dau
tu, CO quan quan ly..., va ngay ca nguoi dang lam viec trong doanh nghiep cua ban.
Theo nha kinh te Howard Senter thugc du an NEBS Management, khai niem ve khach hang
nhu sau.* "Khdch hdng Id nhirng nguai md chung ta cdn phai phuc vu hg, du hg id ai, Id
nguai ngodi hay Id nhdn vien cua doanh nghiep vd du hg co tra tien cho viec mua san
pham/dich vu cua chung ta hay khong ".
Khai niem thong thuong: Khdch hdng Id nhung nguai co nhu cdu vd lua chgn. su dung san
phdm/dich vu cua nha cung cdp, hg Id nguai dua ra yeu cdu vd co kha nang chi tra cho san
phdm/dich vu cua nhd cung cdp.
Nhu vay, doi tugng khach hang ciia doanh nghiep khong chi bo ggn 6 nhirng nguai dang sir
dung san pham/djch vu do doanh nghiep cung cap ma con dugc ma rgng ban den doi tugng
dang dugc doanh nghiep phuc vu.
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