Đề tài Đánh giá năng lực cạnh tranh của siêu thị Thuận Thành I từ phía khách hàng

ta thấy hệ số tương quan biến tổng (Item-total correclation) đều lớn hơn 0,3 và hệ số Cronback’s Alpha của thành phần lớn hơn 0,6. Như vậy, đủ độ tin cậy để tiến hành xử lý và phân tích số liệu. 1.2. Các siêu thị khách hàng tới mua sắm. mua sam tai sieu thi thuan thanh Frequency Percent Valid Percent Cumulative Percent Valid co 120 100.0 100.0 100.0 mua sam tai sieu thi big c Frequency Percent Valid Percent Cumulative Percent Valid co 120 100.0 100.0 100.0 mua sam tai sieu thi coop mart Frequency Percent Valid Percent Cumulative Percent Valid co 120 100.0 100.0 100.0 mua sam tai sieu thi khac Frequency Percent Valid Percent Cumulative Percent Valid co 4 3.3 3.3 3.3 khong 116 96.7 96.7 100.0 Total 120 100.0 100.0  120 khách hàng được chọn để điều tra thì đều mua sắm tại 3 siêu thị: Thuận Thành I, Big C và Coop Mart. Đủ cơ sở để đánh giá năng lực cạnh tranh giữa ba siêu thị trên. Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 83 2.Phân tích đánh giá của khách hàng về uy tín thương hiệu. 2.1.Phân tích Fequency. thuan thanh co uy tin Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 6 5.0 5.0 5.0 khong dong y 8 6.7 6.7 11.7 trung lap 40 33.3 33.3 45.0 dong y 52 43.3 43.3 88.3 hoan toan dong y 14 11.7 11.7 100.0 Total 120 100.0 100.0 big c co uy tin Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 3 2.5 2.5 2.5 khong dong y 8 6.7 6.7 9.2 trung lap 35 29.2 29.2 38.3 dong y 54 45.0 45.0 83.3 hoan toan dong y 20 16.7 16.7 100.0 Total 120 100.0 100.0 coop mart co uy tin Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 3 2.5 2.5 2.5 khong dong y 4 3.3 3.3 5.8 trung lap 29 24.2 24.2 30.0 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 84 dong y 65 54.2 54.2 84.2 hoan toan dong y 19 15.8 15.8 100.0 Total 120 100.0 100.0 thuan thanh co muc do trung thanh Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 3 2.5 2.5 2.5 khong dong y 11 9.2 9.2 11.7 trung lap 65 54.2 54.2 65.8 dong y 31 25.8 25.8 91.7 hoan toan dong y 10 8.3 8.3 100.0 Total 120 100.0 100.0 big c co muc do trung thanh Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 4 3.3 3.3 3.3 khong dong y 6 5.0 5.0 8.3 trung lap 52 43.3 43.3 51.7 dong y 40 33.3 33.3 85.0 hoan toan dong y 18 15.0 15.0 100.0 Total 120 100.0 100.0 coop mart co muc do trung thanh Frequency Percent Valid Percent Cumulative Percent Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 85 Valid hoan toan khong dong y 2 1.7 1.7 1.7 khong dong y 8 6.7 6.7 8.3 trung lap 60 50.0 50.0 58.3 dong y 36 30.0 30.0 88.3 hoan toan dong y 14 11.7 11.7 100.0 Total 120 100.0 100.0 2.2. Kiểm định One-Sample T Test. One-Sample Statistics N Mean Std. Deviation Std. Error Mean thuan thanh co uy tin 120 3.5000 .96144 .08777 big c co uy tin 120 3.6667 .91975 .08396 coop mart co uy tin 120 3.7750 .84478 .07712 thuan thanh co muc do trung thanh 120 3.2833 .84200 .07686 big c co muc do trung thanh 120 3.5167 .92567 .08450 coop mart co muc do trung thanh 120 3.4333 .84747 .07736 One-Sample Test Test Value = 3 95% Confidence Interval of the Difference Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 86 t Df Sig. (2- tailed) Mean Difference Lower Upper thuan thanh co uy tin 5.697 119 .000 .50000 .3262 .6738 big c co uy tin 7.940 119 .000 .66667 .5004 .8329 coop mart co uy tin 10.050 119 .000 .77500 .6223 .9277 thuan thanh co muc do trung thanh 3.686 119 .000 .28333 .1311 .4355 big c co muc do trung thanh 6.114 119 .000 .51667 .3493 .6840 coop mart co muc do trung thanh 5.601 119 .000 .43333 .2801 .5865 3.Phân tích đánh giá của khách hàng về giá cả. 3.1.Phân tích Fequency. thuan thanh co nhieu su lua chon ve gia Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 9 7.5 7.5 7.5 khong dong y 13 10.8 10.8 18.3 trung lap 43 35.8 35.8 54.2 dong y 48 40.0 40.0 94.2 hoan toan dong y 7 5.8 5.8 100.0 Total 120 100.0 100.0 big c co nhieu su lua chon ve gia Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 7 5.8 5.8 5.8 khong dong y 7 5.8 5.8 11.7 trung lap 25 20.8 20.8 32.5 dong y 56 46.7 46.7 79.2 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 87 hoan toan dong y 25 20.8 20.8 100.0 Total 120 100.0 100.0 coop mart co nhieu su lua chon ve gia Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 8 6.7 6.7 6.7 khong dong y 6 5.0 5.0 11.7 trung lap 26 21.7 21.7 33.3 dong y 59 49.2 49.2 82.5 hoan toan dong y 21 17.5 17.5 100.0 Total 120 100.0 100.0 thuan thanh gia ca canh tranh Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 6 5.0 5.0 5.0 khong dong y 2 1.7 1.7 6.7 trung lap 39 32.5 32.5 39.2 dong y 60 50.0 50.0 89.2 hoan toan dong y 13 10.8 10.8 100.0 Total 120 100.0 100.0 big c gia ca canh tranh Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 2 1.7 1.7 1.7 khong dong y 7 5.8 5.8 7.5 trung lap 36 30.0 30.0 37.5 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 88 dong y 57 47.5 47.5 85.0 hoan toan dong y 18 15.0 15.0 100.0 Total 120 100.0 100.0 coop mart gia ca canh tranh Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 1 .8 .8 .8 khong dong y 5 4.2 4.2 5.0 trung lap 46 38.3 38.3 43.3 dong y 54 45.0 45.0 88.3 hoan toan dong y 14 11.7 11.7 100.0 Total 120 100.0 100.0 3.2. Kiểm định One-Sample T Test One-Sample Statistics N Mean Std. Deviation Std. Error Mean thuan thanh co nhieu su lua chon ve gia 120 3.2583 .99153 .09051 big c co nhieu su lua chon ve gia 120 3.7083 1.04837 .09570 coop mart co nhieu su lua chon ve gia 120 3.6583 1.04114 .09504 thuan thanh gia ca canh tranh 120 3.6000 .89255 .08148 big c gia ca canh tranh 120 3.6833 .85978 .07849 coop mart gia ca canh tranh 120 3.6250 .77852 .07107 One-Sample Test Test Value = 3 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 89 95% Confidence Interval of the Difference t df Sig. (2- tailed) Mean Difference Lower Upper thuan thanh co nhieu su lua chon ve gia 2.854 119 .005 .25833 .0791 .4376 big c co nhieu su lua chon ve gia 7.401 119 .000 .70833 .5188 .8978 coop mart co nhieu su lua chon ve gia 6.927 119 .000 .65833 .4701 .8465 thuan thanh gia ca canh tranh 7.364 119 .000 .60000 .4387 .7613 big c gia ca canh tranh 8.706 119 .000 .68333 .5279 .8387 coop mart gia ca canh tranh 8.794 119 .000 .62500 .4843 .7657 4.Phân tích đánh giá của khách hàng về sản phẩm. 4.1.Phân tích Fequency. thuan thanh san pham da dang, phong phu Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 16 13.3 13.3 13.3 khong dong y 43 35.8 35.8 49.2 trung lap 36 30.0 30.0 79.2 dong y 21 17.5 17.5 96.7 hoan toan dong y 4 3.3 3.3 100.0 Total 120 100.0 100.0 big c san pham da dang, phong phu Trư ờng Đạ i ọ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 90 Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 4 3.3 3.3 3.3 khong dong y 4 3.3 3.3 6.7 trung lap 10 8.3 8.3 15.0 dong y 59 49.2 49.2 64.2 hoan toan dong y 43 35.8 35.8 100.0 Total 120 100.0 100.0 coop mart san pham da dang, phong phu Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 5 4.2 4.2 4.2 khong dong y 5 4.2 4.2 8.3 trung lap 18 15.0 15.0 23.3 dong y 67 55.8 55.8 79.2 hoan toan dong y 25 20.8 20.8 100.0 Total 120 100.0 100.0 thuan thanh chat luong hang hoa duoc dam bao Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 2 1.7 1.7 1.7 khong dong y 3 2.5 2.5 4.2 trung lap 20 16.7 16.7 20.8 dong y 75 62.5 62.5 83.3 hoan toan dong y 20 16.7 16.7 100.0 Total 120 100.0 100.0 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 91 big c chat luong hang hoa duoc dam bao Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 6 5.0 5.0 5.0 khong dong y 10 8.3 8.3 13.3 trung lap 25 20.8 20.8 34.2 dong y 64 53.3 53.3 87.5 hoan toan dong y 15 12.5 12.5 100.0 Total 120 100.0 100.0 coop mart chat luong hang hoa duoc dam bao Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 1 .8 .8 .8 khong dong y 1 .8 .8 1.7 trung lap 16 13.3 13.3 15.0 dong y 74 61.7 61.7 76.7 hoan toan dong y 28 23.3 23.3 100.0 Total 120 100.0 100.0 thuan thanh san pham co nguon goc xuat xu ro rang Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 3 2.5 2.5 2.5 khong dong y 6 5.0 5.0 7.5 trung lap 20 16.7 16.7 24.2 dong y 66 55.0 55.0 79.2 hoan toan dong y 25 20.8 20.8 100.0 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 92 thuan thanh san pham co nguon goc xuat xu ro rang Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 3 2.5 2.5 2.5 khong dong y 6 5.0 5.0 7.5 trung lap 20 16.7 16.7 24.2 dong y 66 55.0 55.0 79.2 hoan toan dong y 25 20.8 20.8 100.0 Total 120 100.0 100.0 big c san pham co nguon goc xuat xu ro rang Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 4 3.3 3.3 3.3 khong dong y 4 3.3 3.3 6.7 trung lap 15 12.5 12.5 19.2 dong y 68 56.7 56.7 75.8 hoan toan dong y 29 24.2 24.2 100.0 Total 120 100.0 100.0 coop mart san pham co nguon goc xuat xu ro rang Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 3 2.5 2.5 2.5 khong dong y 5 4.2 4.2 6.7 trung lap 15 12.5 12.5 19.2 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 93 dong y 65 54.2 54.2 73.3 hoan toan dong y 32 26.7 26.7 100.0 Total 120 100.0 100.0 thuan thanh san pham co bao bi dep Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 4 3.3 3.3 3.3 khong dong y 7 5.8 5.8 9.2 trung lap 39 32.5 32.5 41.7 dong y 56 46.7 46.7 88.3 hoan toan dong y 14 11.7 11.7 100.0 Total 120 100.0 100.0 big c san pham co bao bi dep Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 4 3.3 3.3 3.3 khong dong y 1 .8 .8 4.2 trung lap 26 21.7 21.7 25.8 dong y 64 53.3 53.3 79.2 hoan toan dong y 25 20.8 20.8 100.0 Total 120 100.0 100.0 coop mart san pham co bao bi dep Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 5 4.2 4.2 4.2 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 94 khong dong y 2 1.7 1.7 5.8 trung lap 29 24.2 24.2 30.0 dong y 64 53.3 53.3 83.3 hoan toan dong y 20 16.7 16.7 100.0 Total 120 100.0 100.0 thuan thanh san pham luon trong thoi han su dung Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 4 3.3 3.3 3.3 khong dong y 3 2.5 2.5 5.8 trung lap 24 20.0 20.0 25.8 dong y 67 55.8 55.8 81.7 hoan toan dong y 22 18.3 18.3 100.0 Total 120 100.0 100.0 big c san pham luon trong thoi han su dung Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 6 5.0 5.0 5.0 khong dong y 16 13.3 13.3 18.3 trung lap 18 15.0 15.0 33.3 dong y 61 50.8 50.8 84.2 hoan toan dong y 19 15.8 15.8 100.0 Total 120 100.0 100.0 coop mart san pham luon trong thoi han su dung Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 95 Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 5 4.2 4.2 4.2 khong dong y 3 2.5 2.5 6.7 trung lap 19 15.8 15.8 22.5 dong y 70 58.3 58.3 80.8 hoan toan dong y 23 19.2 19.2 100.0 Total 120 100.0 100.0 thuan thanh san pham duoc dang ki chat luong Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 4 3.3 3.3 3.3 khong dong y 4 3.3 3.3 6.7 trung lap 22 18.3 18.3 25.0 dong y 60 50.0 50.0 75.0 hoan toan dong y 30 25.0 25.0 100.0 Total 120 100.0 100.0 big c san pham duoc dang ki chat luong Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 3 2.5 2.5 2.5 khong dong y 7 5.8 5.8 8.3 trung lap 22 18.3 18.3 26.7 dong y 57 47.5 47.5 74.2 hoan toan dong y 31 25.8 25.8 100.0 Total 120 100.0 100.0 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 96 coop mart san pham duoc dang ki chat luong Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 3 2.5 2.5 2.5 khong dong y 5 4.2 4.2 6.7 trung lap 21 17.5 17.5 24.2 dong y 62 51.7 51.7 75.8 hoan toan dong y 29 24.2 24.2 100.0 Total 120 100.0 100.0 thuan thanh san pham duoc trung bay bat mat Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 7 5.8 5.8 5.8 khong dong y 18 15.0 15.0 20.8 trung lap 56 46.7 46.7 67.5 dong y 33 27.5 27.5 95.0 hoan toan dong y 6 5.0 5.0 100.0 Total 120 100.0 100.0 big c san pham duoc trung bay bat mat Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 5 4.2 4.2 4.2 khong dong y 7 5.8 5.8 10.0 trung lap 21 17.5 17.5 27.5 dong y 59 49.2 49.2 76.7 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 97 hoan toan dong y 28 23.3 23.3 100.0 Total 120 100.0 100.0 coop mart san pham duoc trung bay bat mat Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 5 4.2 4.2 4.2 khong dong y 4 3.3 3.3 7.5 trung lap 26 21.7 21.7 29.2 dong y 61 50.8 50.8 80.0 hoan toan dong y 24 20.0 20.0 100.0 Total 120 100.0 100.0 thuan thanh san pham duoc trung bay de tim kiem Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 3 2.5 2.5 2.5 khong dong y 5 4.2 4.2 6.7 trung lap 25 20.8 20.8 27.5 dong y 69 57.5 57.5 85.0 hoan toan dong y 18 15.0 15.0 100.0 Total 120 100.0 100.0 big c san pham duoc trung bay de tim kiem Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 3 2.5 2.5 2.5 khong dong y 8 6.7 6.7 9.2 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 98 trung lap 43 35.8 35.8 45.0 dong y 47 39.2 39.2 84.2 hoan toan dong y 19 15.8 15.8 100.0 Total 120 100.0 100.0 coop mart san pham duoc trung bay de tim kiem Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 1 .8 .8 .8 khong dong y 4 3.3 3.3 4.2 trung lap 35 29.2 29.2 33.3 dong y 57 47.5 47.5 80.8 hoan toan dong y 23 19.2 19.2 100.0 Total 120 100.0 100.0 4.2. Kiểm định One-Sample T Test One-Sample Statistics N Mean Std. Deviation Std. Error Mean thuan thanh san pham da dang, phong phu 120 2.6167 1.03049 .09407 big c san pham da dang, phong phu 120 4.1083 .93302 .08517 coop mart san pham da dang, phong phu 120 3.8500 .94068 .08587 thuan thanh chat luong hang hoa duoc dam bao 120 3.9000 .76036 .06941 big c chat luong hang hoa duoc dam bao 120 3.6000 .98219 .08966 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 99 coop mart chat luong hang hoa duoc dam bao 120 4.0583 .68961 .06295 thuan thanh san pham co nguon goc xuat xu ro rang 120 3.8667 .88814 .08108 big c san pham co nguon goc xuat xu ro rang 120 3.9500 .89677 .08186 coop mart san pham co nguon goc xuat xu ro rang 120 3.9833 .88861 .08112 thuan thanh san pham co bao bi dep 120 3.5750 .89501 .08170 big c san pham co bao bi dep 120 3.8750 .86542 .07900 coop mart san pham co bao bi dep 120 3.7667 .89568 .08176 thuan thanh san pham luon trong thoi han su dung 120 3.8333 .87287 .07968 big c san pham luon trong thoi han su dung 120 3.5917 1.06507 .09723 coop mart san pham luon trong thoi han su dung 120 3.8583 .90094 .08224 thuan thanh san pham duoc dang ki chat luong 120 3.9000 .92944 .08485 big c san pham duoc dang ki chat luong 120 3.8833 .94543 .08631 coop mart san pham duoc dang ki chat luong 120 3.9083 .89814 .08199 thuan thanh san pham duoc trung bay bat mat 120 3.1083 .92397 .08435 big c san pham duoc trung bay bat mat 120 3.8167 .99565 .09089 coop mart san pham duoc trung bay bat mat 120 3.7917 .94287 .08607 thuan thanh san pham duoc trung bay de tim kiem 120 3.7833 .84200 .07686 big c san pham duoc trung bay de tim kiem 120 3.5917 .92123 .08410 coop mart san pham duoc trung bay de tim kiem 120 3.8083 .81267 .07419 Trư ờng Đạ i ọ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 100 One-Sample Test Test Value = 3 95% Confidence Interval of the Difference t df Sig. (2- tailed) Mean Difference Lower Upper thuan thanh san pham da dang, phong phu -4.075 119 .000 -.38333 -.5696 -.1971 big c san pham da dang, phong phu 13.013 119 .000 1.10833 .9397 1.2770 coop mart san pham da dang, phong phu 9.898 119 .000 .85000 .6800 1.0200 thuan thanh chat luong hang hoa duoc dam bao 12.966 119 .000 .90000 .7626 1.0374 big c chat luong hang hoa duoc dam bao 6.692 119 .000 .60000 .4225 .7775 coop mart chat luong hang hoa duoc dam bao 16.812 119 .000 1.05833 .9337 1.1830 thuan thanh san pham co nguon goc xuat xu ro rang 10.690 119 .000 .86667 .7061 1.0272 big c san pham co nguon goc xuat xu ro rang 11.605 119 .000 .95000 .7879 1.1121 coop mart san pham co nguon goc xuat xu ro rang 12.122 119 .000 .98333 .8227 1.1440 thuan thanh san pham co bao bi dep 7.038 119 .000 .57500 .4132 .7368 big c san pham co bao bi dep 11.076 119 .000 .87500 .7186 1.0314 coop mart san pham co bao bi dep 9.377 119 .000 .76667 .6048 .9286 thuan thanh san pham luon trong thoi han su dung 10.458 119 .000 .83333 .6756 .9911 Trư ờ g Đại học Kin h tế Hu ế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 101 big c san pham luon trong thoi han su dung 6.085 119 .000 .59167 .3991 .7842 coop mart san pham luon trong thoi han su dung 10.436 119 .000 .85833 .6955 1.0212 thuan thanh san pham duoc dang ki chat luong 10.607 119 .000 .90000 .7320 1.0680 big c san pham duoc dang ki chat luong 10.235 119 .000 .88333 .7124 1.0542 coop mart san pham duoc dang ki chat luong 11.079 119 .000 .90833 .7460 1.0707 thuan thanh san pham duoc trung bay bat mat 1.284 119 .202 .10833 -.0587 .2753 big c san pham duoc trung bay bat mat 8.985 119 .000 .81667 .6367 .9966 coop mart san pham duoc trung bay bat mat 9.198 119 .000 .79167 .6212 .9621 thuan thanh san pham duoc trung bay de tim kiem 10.191 119 .000 .78333 .6311 .9355 big c san pham duoc trung bay de tim kiem 7.036 119 .000 .59167 .4251 .7582 coop mart san pham duoc trung bay de tim kiem 10.896 119 .000 .80833 .6614 .9552 5.Phân tích đánh giá của khách hàng về chương trình xúc tiến. 5.1.Phân tích Fequency. thuan thanh quang cao loi cuon, da dang Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 22 18.3 18.3 18.3 khong dong y 42 35.0 35.0 53.3 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 102 trung lap 31 25.8 25.8 79.2 dong y 22 18.3 18.3 97.5 hoan toan dong y 3 2.5 2.5 100.0 Total 120 100.0 100.0 big c quang cao loi cuon, da dang Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 6 5.0 5.0 5.0 khong dong y 7 5.8 5.8 10.8 trung lap 29 24.2 24.2 35.0 dong y 40 33.3 33.3 68.3 hoan toan dong y 38 31.7 31.7 100.0 Total 120 100.0 100.0 coop mart quang cao loi cuon, da dang Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 4 3.3 3.3 3.3 khong dong y 8 6.7 6.7 10.0 trung lap 31 25.8 25.8 35.8 dong y 51 42.5 42.5 78.3 hoan toan dong y 26 21.7 21.7 100.0 Total 120 100.0 100.0 thuan thanh khuyen mai hap dan Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 25 20.8 20.8 20.8 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 103 khong dong y 42 35.0 35.0 55.8 trung lap 36 30.0 30.0 85.8 dong y 13 10.8 10.8 96.7 hoan toan dong y 4 3.3 3.3 100.0 Total 120 100.0 100.0 big c khuyen mai hap dan Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 4 3.3 3.3 3.3 khong dong y 2 1.7 1.7 5.0 trung lap 26 21.7 21.7 26.7 dong y 53 44.2 44.2 70.8 hoan toan dong y 35 29.2 29.2 100.0 Total 120 100.0 100.0 coop mart khuyen mai hap dan Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 3 2.5 2.5 2.5 khong dong y 3 2.5 2.5 5.0 trung lap 36 30.0 30.0 35.0 dong y 58 48.3 48.3 83.3 hoan toan dong y 20 16.7 16.7 100.0 Total 120 100.0 100.0 thuan thanh thuong xuyen khuyen mai Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 104 Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 25 20.8 20.8 20.8 khong dong y 45 37.5 37.5 58.3 trung lap 26 21.7 21.7 80.0 dong y 21 17.5 17.5 97.5 hoan toan dong y 3 2.5 2.5 100.0 Total 120 100.0 100.0 big c thuong xuyen khuyen mai Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 4 3.3 3.3 3.3 khong dong y 5 4.2 4.2 7.5 trung lap 17 14.2 14.2 21.7 dong y 52 43.3 43.3 65.0 hoan toan dong y 42 35.0 35.0 100.0 Total 120 100.0 100.0 coop mart thuong xuyen khuyen mai Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 4 3.3 3.3 3.3 khong dong y 8 6.7 6.7 10.0 trung lap 25 20.8 20.8 30.8 dong y 60 50.0 50.0 80.8 hoan toan dong y 23 19.2 19.2 100.0 Total 120 100.0 100.0 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 105 thuan thanh thuong xuyen tuyen truyen tren tivi, bao Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 19 15.8 15.8 15.8 khog dong y 40 33.3 33.3 49.2 trung lap 36 30.0 30.0 79.2 dong y 19 15.8 15.8 95.0 hoan toan dong y 6 5.0 5.0 100.0 Total 120 100.0 100.0 big c thuong xuyen tuyen truyen tren tivi, bao Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 5 4.2 4.2 4.2 khong dong y 4 3.3 3.3 7.5 trung lap 30 25.0 25.0 32.5 dong y 48 40.0 40.0 72.5 hoan toan dong y 33 27.5 27.5 100.0 Total 120 100.0 100.0 coop mart thuong xuyen tuyen truyen tren tivi, bao Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 5 4.2 4.2 4.2 khong dong y 7 5.8 5.8 10.0 trung lap 38 31.7 31.7 41.7 dong y 47 39.2 39.2 80.8 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 106 hoan toan dong y 23 19.2 19.2 100.0 Total 120 100.0 100.0 5.2.Kiểm định One-Sample T Test. One-Sample Statistics N Mean Std. Deviation Std. Error Mean thuan thanh quang cao loi cuon, da dang 120 2.5167 1.06891 .09758 big c quang cao loi cuon, da dang 120 3.8083 1.10230 .10063 coop mart quang cao loi cuon, da dang 120 3.7250 .98700 .09010 thuan thanh khuyen mai hap dan 120 2.4083 1.04114 .09504 big c khuyen mai hap dan 120 3.9417 .93751 .08558 coop mart khuyen mai hap dan 120 3.7417 .85500 .07805 thuan thanh thuong xuyen khuyen mai 120 2.4333 1.08258 .09883 big c thuong xuyen khuyen mai 120 4.0250 .98273 .08971 coop mart thuong xuyen khuyen mai 120 3.7500 .95486 .08717 thuan thanh thuong xuyen tuyen truyen tren tivi, bao 120 2.6083 1.08694 .09922 big c thuong xuyen tuyen truyen tren tivi, bao 120 3.8333 1.00698 .09192 coop mart thuong xuyen tuyen truyen tren tivi, bao 120 3.6333 .99523 .09085 One-Sample Test Test Value = 3 95% Confidence Interval of the Difference Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 107 t df Sig. (2- tailed) Mean Difference Lower Upper thuan thanh quang cao loi cuon, da dang -4.953 119 .000 -.48333 -.6765 -.2901 big c quang cao loi cuon, da dang 8.033 119 .000 .80833 .6091 1.0076 coop mart quang cao loi cuon, da dang 8.047 119 .000 .72500 .5466 .9034 thuan thanh khuyen mai hap dan -6.225 119 .000 -.59167 -.7799 -.4035 big c khuyen mai hap dan 11.003 119 .000 .94167 .7722 1.1111 coop mart khuyen mai hap dan 9.502 119 .000 .74167 .5871 .8962 thuan thanh thuong xuyen khuyen mai -5.734 119 .000 -.56667 -.7624 -.3710 big c thuong xuyen khuyen mai 11.426 119 .000 1.02500 .8474 1.2026 coop mart thuong xuyen khuyen mai 8.604 119 .000 .75000 .5774 .9226 thuan thanh thuong xuyen tuyen truyen tren tivi, bao -3.947 119 .000 -.39167 -.5881 -.1952 big c thuong xuyen tuyen truyen tren tivi, bao 9.065 119 .000 .83333 .6513 1.0154 coop mart thuong xuyen tuyen truyen tren tivi, bao 6.971 119 .000 .63333 .4534 .8132 6.Phân tích đánh giá của khách hàng về phương thức thanh toán. 6.1. Phân tích Frequency. thuan thanh thanh toan de dang, thuan tien Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 9 7.5 7.5 7.5 khong dong y 5 4.2 4.2 11.7 trung lap 45 37.5 37.5 49.2 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 108 dong y 46 38.3 38.3 87.5 hoan toan dong y 15 12.5 12.5 100.0 Total 120 100.0 100.0 big c thanh toan de dang, thuan tien Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 6 5.0 5.0 5.0 khong dong y 6 5.0 5.0 10.0 trung lap 38 31.7 31.7 41.7 dong y 45 37.5 37.5 79.2 hoan toan dong y 25 20.8 20.8 100.0 Total 120 100.0 100.0 coop mart thanh toan de dang, thuan tien Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 5 4.2 4.2 4.2 khong dong y 5 4.2 4.2 8.3 trung lap 38 31.7 31.7 40.0 dong y 49 40.8 40.8 80.8 hoan toan dong y 23 19.2 19.2 100.0 Total 120 100.0 100.0 thuan thanh thanh toan nhanh chong Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 3 2.5 2.5 2.5 khong dong y 2 1.7 1.7 4.2 trung lap 20 16.7 16.7 20.8 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 109 dong y 66 55.0 55.0 75.8 hoan toan dong y 29 24.2 24.2 100.0 Total 120 100.0 100.0 big c thanh toan nhanh chong Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 18 15.0 15.0 15.0 khong dong y 16 13.3 13.3 28.3 trung lap 39 32.5 32.5 60.8 dong y 34 28.3 28.3 89.2 hoan toan khong dong y 13 10.8 10.8 100.0 Total 120 100.0 100.0 coop mart thanh toan nhanh chong Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 3 2.5 2.5 2.5 khong dong y 8 6.7 6.7 9.2 trung lap 46 38.3 38.3 47.5 dong y 43 35.8 35.8 83.3 hoan toan dong y 20 16.7 16.7 100.0 Total 120 100.0 100.0 7.2. Kiểm định One-Sample T Test. One-Sample Statistics Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 110 N Mean Std. Deviation Std. Error Mean thuan thanh thanh toan de dang, thuan tien 120 3.4417 1.01911 .09303 big c thanh toan de dang, thuan tien 120 3.6417 1.02732 .09378 coop mart thanh toan de dang, thuan tien 120 3.6667 .97303 .08882 thuan thanh thanh toan nhanh chong 120 3.9667 .83950 .07664 big c thanh toan nhanh chong 120 3.0667 1.20735 .11022 coop mart thanh toan nhanh chong 120 3.5750 .93181 .08506 One-Sample Test Test Value = 3 95% Confidence Interval of the Difference t df Sig. (2- tailed) Mean Difference Lower Upper thuan thanh thanh toan de dang, thuan tien 4.747 119 .000 .44167 .2575 .6259 big c thanh toan de dang, thuan tien 6.842 119 .000 .64167 .4560 .8274 coop mart thanh toan de dang, thuan tien 7.505 119 .000 .66667 .4908 .8425 thuan thanh thanh toan nhanh chong 12.614 119 .000 .96667 .8149 1.1184 big c thanh toan nhanh chong .605 119 .546 .06667 -.1516 .2849 coop mart thanh toan nhanh chong 6.760 119 .000 .57500 .4066 .7434 7.Phân tích đánh giá của khách hàng về chất lượng dịch vụ. Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 111 7.1.Phân tích Fequency. thuan thanh thai do nhan vien than thien Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 4 3.3 3.3 3.3 khong dong y 8 6.7 6.7 10.0 trung lap 30 25.0 25.0 35.0 dong y 63 52.5 52.5 87.5 hoan toan dong y 15 12.5 12.5 100.0 Total 120 100.0 100.0 big c thai do nhan vien than thien Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 5 4.2 4.2 4.2 khong dong y 19 15.8 15.8 20.0 trung lap 27 22.5 22.5 42.5 dong y 54 45.0 45.0 87.5 hoan toan dong y 15 12.5 12.5 100.0 Total 120 100.0 100.0 coop mart thai do nhan vien than thien Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 2 1.7 1.7 1.7 Trư ờ g Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 112 khong dong y 8 6.7 6.7 8.3 trung lap 35 29.2 29.2 37.5 dong y 57 47.5 47.5 85.0 hoan toan dong y 18 15.0 15.0 100.0 Total 120 100.0 100.0 thuan thanh giai dap thac mac cho khach hang tan tinh Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 3 2.5 2.5 2.5 khong dong y 5 4.2 4.2 6.7 trung lap 35 29.2 29.2 35.8 dong y 67 55.8 55.8 91.7 hoan toan dong y 10 8.3 8.3 100.0 Total 120 100.0 100.0 big c giai dap thac mac cho khach hanng tan tinh Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 4 3.3 3.3 3.3 khong dong y 14 11.7 11.7 15.0 trung lap 41 34.2 34.2 49.2 dong y 50 41.7 41.7 90.8 hoan toan dong y 11 9.2 9.2 100.0 Total 120 100.0 100.0 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 113 coop mart giai dap thac mac cho khach hang tan tinh Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 2 1.7 1.7 1.7 khong dong y 4 3.3 3.3 5.0 trung lap 38 31.7 31.7 36.7 dong y 63 52.5 52.5 89.2 hoan toan dong y 13 10.8 10.8 100.0 Total 120 100.0 100.0 thuan thanh giai quyet van de phat sinh nhanh chong,kip thoi Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 2 1.7 1.7 1.7 khong dong y 6 5.0 5.0 6.7 trung lap 42 35.0 35.0 41.7 dong y 61 50.8 50.8 92.5 hoan toan dong y 9 7.5 7.5 100.0 Total 120 100.0 100.0 big c giai quyet van de phat sinh nhanh chong, kip thoi Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 3 2.5 2.5 2.5 khong dong y 9 7.5 7.5 10.0 trung lap 47 39.2 39.2 49.2 dong y 50 41.7 41.7 90.8 hoan toan dong y 11 9.2 9.2 100.0 Total 120 100.0 100.0 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 114 coop mart giai quyet van de phat sinh nhanh chong, kip thoi Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 2 1.7 1.7 1.7 khong dong y 10 8.3 8.3 10.0 trung lap 45 37.5 37.5 47.5 dong y 53 44.2 44.2 91.7 hoan toan dong y 10 8.3 8.3 100.0 Total 120 100.0 100.0 thuan thanh nhan vien hieu biet ve san pham Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 2 1.7 1.7 1.7 khong dong y 7 5.8 5.8 7.5 trung lap 33 27.5 27.5 35.0 dong y 67 55.8 55.8 90.8 hoan toan dong y 11 9.2 9.2 100.0 Total 120 100.0 100.0 big c nhan vien hieu biet ve san pham Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 8 6.7 6.7 6.7 khong dong y 10 8.3 8.3 15.0 trung lap 33 27.5 27.5 42.5 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 115 dong y 52 43.3 43.3 85.8 hoan toan dong y 17 14.2 14.2 100.0 Total 120 100.0 100.0 coop mart nhan vien hieu biet ve san pham Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 1 .8 .8 .8 khong dong y 9 7.5 7.5 8.3 trung lap 46 38.3 38.3 46.7 dong y 50 41.7 41.7 88.3 hoan toan dong y 14 11.7 11.7 100.0 Total 120 100.0 100.0 thuan thanh dich vu da dang Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 14 11.7 11.7 11.7 khong dong y 36 30.0 30.0 41.7 trung lap 39 32.5 32.5 74.2 dong y 24 20.0 20.0 94.2 hoan toan dong y 7 5.8 5.8 100.0 Total 120 100.0 100.0 big c dich vu da dang Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 2 1.7 1.7 1.7 khong dong y 1 .8 .8 2.5 trung lap 26 21.7 21.7 24.2 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 116 dong y 66 55.0 55.0 79.2 hoan toan dong y 25 20.8 20.8 100.0 Total 120 100.0 100.0 coop mart dich vu da dang Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 2 1.7 1.7 1.7 khong dong y 7 5.8 5.8 7.5 trung lap 28 23.3 23.3 30.8 dong y 64 53.3 53.3 84.2 hoan toan dong y 19 15.8 15.8 100.0 Total 120 100.0 100.0 thuan thanh dich vu dap ung nhu cau khach hang Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 6 5.0 5.0 5.0 khong dong y 27 22.5 22.5 27.5 trung lap 45 37.5 37.5 65.0 dong y 35 29.2 29.2 94.2 hoan toan dong y 7 5.8 5.8 100.0 Total 120 100.0 100.0 big c dich vu dap ung nhu cau khach hang Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 117 Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 3 2.5 2.5 2.5 khong dong y 6 5.0 5.0 7.5 trung lap 37 30.8 30.8 38.3 dong y 55 45.8 45.8 84.2 hoan toan dong y 19 15.8 15.8 100.0 Total 120 100.0 100.0 coop mart dich vu dap ung nhu cau khach hang Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 1 .8 .8 .8 khong dong y 8 6.7 6.7 7.5 trung lap 33 27.5 27.5 35.0 dong y 56 46.7 46.7 81.7 hoan toan dong y 22 18.3 18.3 100.0 Total 120 100.0 100.0 8.2.Kiểm định One-Sample T Test. One-Sample Statistics N Mean Std. Deviation Std. Error Mean thuan thanh thai do nhan vien than thien 120 3.6417 .90559 .08267 big c thai do nhan vien than thien 120 3.4583 1.03628 .09460 coop mart thai do nhan vien than thien 120 3.6750 .87123 .07953 thuan thanh giai dap thac mac cho khach hang tan tinh 120 3.6333 .79846 .07289 big c giai dap thac mac cho khach hanng tan tinh 120 3.4167 .93110 .08500 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 118 coop mart giai dap thac mac cho khach hang tan tinh 120 3.6750 .77960 .07117 thuan thanh giai quyet van de phat sinh nhanh chong,kip thoi 120 3.5750 .77419 .07067 big c giai quyet van de phat sinh nhanh chong, kip thoi 120 3.4750 .85957 .07847 coop mart giai quyet van de phat sinh nhanh chong, kip thoi 120 3.4917 .83006 .07577 thuan thanh nhan vien hieu biet ve san pham 120 3.6500 .79547 .07262 big c nhan vien hieu biet ve san pham 120 3.5000 1.05321 .09614 coop mart nhan vien hieu biet ve san pham 120 3.5583 .82804 .07559 thuan thanh dich vu da dang 120 2.7833 1.07831 .09844 big c dich vu da dang 120 3.9250 .77960 .07117 coop mart dich vu da dang 120 3.7583 .85007 .07760 thuan thanh dich vu dap ung nhu cau khach hang 120 3.0833 .97518 .08902 big c dich vu dap ung nhu cau khach hang 120 3.6750 .89031 .08127 coop mart dich vu dap ung nhu cau khach hang 120 3.7500 .86238 .07872 One-Sample Test Test Value = 3 95% Confidence Interval of the Difference t df Sig. (2- tailed) Mean Difference Lower Upper thuan thanh thai do nhan vien than thien 7.762 119 .000 .64167 .4780 .8054 big c thai do nhan vien than thien 4.845 119 .000 .45833 .2710 .6456 coop mart thai do nhan vien than thien 8.487 119 .000 .67500 .5175 .8325 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 119 thuan thanh giai dap thac mac cho khach hang tan tinh 8.689 119 .000 .63333 .4890 .7777 big c giai dap thac mac cho khach hanng tan tinh 4.902 119 .000 .41667 .2484 .5850 coop mart giai dap thac mac cho khach hang tan tinh 9.485 119 .000 .67500 .5341 .8159 thuan thanh giai quyet van de phat sinh nhanh chong,kip thoi 8.136 119 .000 .57500 .4351 .7149 big c giai quyet van de phat sinh nhanh chong, kip thoi 6.053 119 .000 .47500 .3196 .6304 coop mart giai quyet van de phat sinh nhanh chong, kip thoi 6.489 119 .000 .49167 .3416 .6417 thuan thanh nhan vien hieu biet ve san pham 8.951 119 .000 .65000 .5062 .7938 big c nhan vien hieu biet ve san pham 5.201 119 .000 .50000 .3096 .6904 coop mart nhan vien hieu biet ve san pham 7.386 119 .000 .55833 .4087 .7080 thuan thanh dich vu da dang -2.201 119 .030 -.21667 -.4116 -.0218 big c dich vu da dang 12.998 119 .000 .92500 .7841 1.0659 coop mart dich vu da dang 9.772 119 .000 .75833 .6047 .9120 thuan thanh dich vu dap ung nhu cau khach hang .936 119 .351 .08333 -.0929 .2596 big c dich vu dap ung nhu cau khach hang 8.305 119 .000 .67500 .5141 .8359 coop mart dich vu dap ung nhu cau khach hang 9.527 119 .000 .75000 .5941 .9059 8.Phân tích đánh giá của khách hàng về các yếu tố khác. 8.1.Phân tích Fequency. thuan thanh gio, xe day hang tot Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 120 Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 9 7.5 7.5 7.5 khong dong y 14 11.7 11.7 19.2 trung lap 53 44.2 44.2 63.3 dong y 31 25.8 25.8 89.2 hoan toan dong y 13 10.8 10.8 100.0 Total 120 100.0 100.0 big c gio, xe day hang tot Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 2 1.7 1.7 1.7 khong dongy 2 1.7 1.7 3.3 trung lap 19 15.8 15.8 19.2 dong y 66 55.0 55.0 74.2 hoan toan dong y 31 25.8 25.8 100.0 Total 120 100.0 100.0 coop mart gio, xe day hang tot Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 2 1.7 1.7 1.7 khong dong y 5 4.2 4.2 5.8 trung lap 25 20.8 20.8 26.7 dong y 59 49.2 49.2 75.8 hoan toan dong y 29 24.2 24.2 100.0 Total 120 100.0 100.0 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 121 thuan thanh tu gui do an toan Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 6 5.0 5.0 5.0 khong dong y 16 13.3 13.3 18.3 trung lap 45 37.5 37.5 55.8 dong y 30 25.0 25.0 80.8 hoan toan dong y 23 19.2 19.2 100.0 Total 120 100.0 100.0 big c tu gui do an toan Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 1 .8 .8 .8 khong dong y 3 2.5 2.5 3.3 trung lap 19 15.8 15.8 19.2 dong y 62 51.7 51.7 70.8 hoan toan dong y 35 29.2 29.2 100.0 Total 120 100.0 100.0 coop mart tu gui do an toan Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 1 .8 .8 .8 khong dong y 3 2.5 2.5 3.3 trung lap 21 17.5 17.5 20.8 dong y 59 49.2 49.2 70.0 hoan toan dong y 36 30.0 30.0 100.0 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 122 coop mart tu gui do an toan Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 1 .8 .8 .8 khong dong y 3 2.5 2.5 3.3 trung lap 21 17.5 17.5 20.8 dong y 59 49.2 49.2 70.0 hoan toan dong y 36 30.0 30.0 100.0 Total 120 100.0 100.0 thuan thanh co so ha tang ben trong sieu thi tot Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 11 9.2 9.2 9.2 khong dong y 33 27.5 27.5 36.7 trung lap 37 30.8 30.8 67.5 dong y 30 25.0 25.0 92.5 hoan toan dong y 9 7.5 7.5 100.0 Total 120 100.0 100.0 big c co so ha tang ben trong sieu thi tot Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 2 1.7 1.7 1.7 khong dong y 3 2.5 2.5 4.2 trung lap 8 6.7 6.7 10.8 dong y 68 56.7 56.7 67.5 hoan toan dong y 39 32.5 32.5 100.0 Total 120 100.0 100.0 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 123 coop mart co so ha tang ben trong sieu thi tot Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 2 1.7 1.7 1.7 khong dong y 6 5.0 5.0 6.7 trung lap 17 14.2 14.2 20.8 dong y 65 54.2 54.2 75.0 hoan toan dong y 30 25.0 25.0 100.0 Total 120 100.0 100.0 thuan thanh vi tri sieu thi thuan loi Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 5 4.2 4.2 4.2 khong dong y 10 8.3 8.3 12.5 trung lap 29 24.2 24.2 36.7 dong y 59 49.2 49.2 85.8 hoan toan dong y 17 14.2 14.2 100.0 Total 120 100.0 100.0 big c vi tri sieu thi thuan loi Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 1 .8 .8 .8 khong dong y 10 8.3 8.3 9.2 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 124 trung lap 32 26.7 26.7 35.8 dong y 54 45.0 45.0 80.8 hoan toan dong y 23 19.2 19.2 100.0 Total 120 100.0 100.0 coop mart vi tri sieu thi thuan loi Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 1 .8 .8 .8 khong dong y 9 7.5 7.5 8.3 trung lap 33 27.5 27.5 35.8 dong y 54 45.0 45.0 80.8 hoan toan dong y 23 19.2 19.2 100.0 Total 120 100.0 100.0 thuan thanh cho de xe thoang mat Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 6 5.0 5.0 5.0 khong dong y 10 8.3 8.3 13.3 trung lap 43 35.8 35.8 49.2 dong y 46 38.3 38.3 87.5 hoan toan dong y 15 12.5 12.5 100.0 Total 120 100.0 100.0 big c cho de xe thoang mat Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 14 11.7 11.7 11.7 khong dong y 17 14.2 14.2 25.8 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 125 trung lap 29 24.2 24.2 50.0 dong y 40 33.3 33.3 83.3 hoan toan dong y 20 16.7 16.7 100.0 Total 120 100.0 100.0 coop mart cho de xe thoang mat Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 10 8.3 8.3 8.3 khong dong y 16 13.3 13.3 21.7 trung lap 28 23.3 23.3 45.0 dong y 46 38.3 38.3 83.3 hoan toan dong y 20 16.7 16.7 100.0 Total 120 100.0 100.0 thuan thanh cho de xe thuan tien Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 2 1.7 1.7 1.7 khong dong y 10 8.3 8.3 10.0 trung lap 38 31.7 31.7 41.7 dong y 58 48.3 48.3 90.0 hoan toan dong y 12 10.0 10.0 100.0 Total 120 100.0 100.0 big c cho de xe thuan tien Frequency Percent Valid Percent Cumulative Percent Trư ờng Đạ i họ c K inh ế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 126 Valid hoan toan khong dong y 13 10.8 10.8 10.8 khong dong y 18 15.0 15.0 25.8 trung lap 27 22.5 22.5 48.3 dong y 41 34.2 34.2 82.5 hoan toan dong y 21 17.5 17.5 100.0 Total 120 100.0 100.0 coop mart cho de xe thuan tien Frequency Percent Valid Percent Cumulative Percent Valid hoan toan khong dong y 10 8.3 8.3 8.3 khong dong y 16 13.3 13.3 21.7 trung lap 33 27.5 27.5 49.2 dong y 40 33.3 33.3 82.5 hoan toan dong y 21 17.5 17.5 100.0 Total 120 100.0 100.0 8.2.Kiểm định One-Sample T Test. One-Sample Statistics N Mean Std. Deviation Std. Error Mean thuan thanh gio, xe day hang tot 120 3.2083 1.03628 .09460 big c gio, xe day hang tot 120 4.0167 .79898 .07294 coop mart gio, xe day hang tot 120 3.9000 .87351 .07974 thuan thanh tu gui do an toan 120 3.4000 1.09545 .10000 big c tu gui do an toan 120 4.0583 .79172 .07227 coop mart tu gui do an toan 120 4.0500 .80805 .07376 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 127 thuan thanh co so ha tang ben trong sieu thi tot 120 2.9417 1.09465 .09993 big c co so ha tang ben trong sieu thi tot 120 4.1583 .78853 .07198 coop mart co so ha tang ben trong sieu thi tot 120 3.9583 .86380 .07885 thuan thanh vi tri sieu thi thuan loi 120 3.6083 .97270 .08880 big c vi tri sieu thi thuan loi 120 3.7333 .89568 .08176 coop mart vi tri sieu thi thuan loi 120 3.7417 .88399 .08070 thuan thanh cho de xe thoang mat 120 3.4500 .98604 .09001 big c cho de xe thoang mat 120 3.2917 1.23938 .11314 coop mart cho de xe thoang mat 120 3.4167 1.16376 .10624 thuan thanh cho de xe thuan tien 120 3.5667 .84747 .07736 big c cho de xe thuan tien 120 3.3250 1.23780 .11299 coop mart cho de xe thuan tien 120 3.3833 1.16809 .10663 One-Sample Test Test Value = 3 95% Confidence Interval of the Difference t df Sig. (2- tailed) Mean Difference Lower Upper thuan thanh gio, xe day hang tot 2.202 119 .030 .20833 .0210 .3956 big c gio, xe day hang tot 13.939 119 .000 1.01667 .8722 1.1611 coop mart gio, xe day hang tot 11.287 119 .000 .90000 .7421 1.0579 thuan thanh tu gui do an toan 4.000 119 .000 .40000 .2020 .5980 big c tu gui do an toan 14.643 119 .000 1.05833 .9152 1.2014 coop mart tu gui do an toan 14.235 119 .000 1.05000 .9039 1.1961 thuan thanh co so ha tang ben trong sieu thi tot -.584 119 .560 -.05833 -.2562 .1395 big c co so ha tang ben trong sieu thi tot 16.092 119 .000 1.15833 1.0158 1.3009 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 128 coop mart co so ha tang ben trong sieu thi tot 12.153 119 .000 .95833 .8022 1.1145 thuan thanh vi tri sieu thi thuan loi 6.851 119 .000 .60833 .4325 .7842 big c vi tri sieu thi thuan loi 8.969 119 .000 .73333 .5714 .8952 coop mart vi tri sieu thi thuan loi 9.191 119 .000 .74167 .5819 .9015 thuan thanh cho de xe thoang mat 4.999 119 .000 .45000 .2718 .6282 big c cho de xe thoang mat 2.578 119 .011 .29167 .0676 .5157 coop mart cho de xe thoang mat 3.922 119 .000 .41667 .2063 .6270 thuan thanh cho de xe thuan tien 7.325 119 .000 .56667 .4135 .7199 big c cho de xe thuan tien 2.876 119 .005 .32500 .1013 .5487 coop mart cho de xe thuan tien 3.595 119 .000 .38333 .1722 .5945 9.Đặc điểm mẫu nghiên cứu.  Nghề nghiệp nghe nghiep Frequency Percent Valid Percent Cumulative Percent Valid hoc sinh, sinh vien 26 21.7 21.7 21.7 can bo, vien chuc 47 39.2 39.2 60.8 giao vien 12 10.0 10.0 70.8 buon ban, kinh doanh 10 8.3 8.3 79.2 khac 25 20.8 20.8 100.0 Total 120 100.0 100.0  Số lần đi siêu thị trong một tháng den sieu thi bao nhieu lan trong thang Frequency Percent Valid Percent Cumulative Percent Valid duoi 2 19 15.8 15.8 15.8 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 129 3-5 81 67.5 67.5 83.3 tren 5 20 16.7 16.7 100.0 Total 120 100.0 100.0  Mục đích đi siêu thị mua luong thuc, thuc pham Frequency Percent Valid Percent Cumulative Percent Valid co 94 78.3 78.3 78.3 khong 26 21.7 21.7 100.0 Total 120 100.0 100.0 mua quan ao, giay dep Frequency Percent Valid Percent Cumulative Percent Valid co 43 35.8 35.8 35.8 khong 77 64.2 64.2 100.0 Total 120 100.0 100.0 mua my pham Frequency Percent Valid Percent Cumulative Percent Valid co 36 30.0 30.0 30.0 khong 84 70.0 70.0 100.0 Total 120 100.0 100.0 mua do dung sinh hoat gia dinh Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 130 Frequency Percent Valid Percent Cumulative Percent Valid co 75 62.5 62.5 62.5 khong 45 37.5 37.5 100.0 Total 120 100.0 100.0 mua khac Frequency Percent Valid Percent Cumulative Percent Valid co 18 15.0 15.0 15.0 khong 102 85.0 85.0 100.0 Total 120 100.0 100.0  Thu nhập muc thu nhap Frequency Percent Valid Percent Cumulative Percent Valid duoi 2 trieu 25 20.8 20.8 20.8 2-4 trieu 39 32.5 32.5 53.3 4-6 trieu 36 30.0 30.0 83.3 tren 6 trieu 20 16.7 16.7 100.0 Total 120 100.0 100.0 10. HIệu quả các kênh quảng cáo. biet sieu thi thuan thanh qua ban be, nguoi than Frequency Percent Valid Percent Cumulative Percent Valid co 89 74.2 74.2 74.2 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 131 khong 31 25.8 25.8 100.0 Total 120 100.0 100.0 biet sieu thi thuan thanh qua bao, tap chi Frequency Percent Valid Percent Cumulative Percent Valid co 29 24.2 24.2 24.2 khong 91 75.8 75.8 100.0 Total 120 100.0 100.0 biet sieu thi thuan thanh qua truyen hinh Frequency Percent Valid Percent Cumulative Percent Valid co 26 21.7 21.7 21.7 khong 94 78.3 78.3 100.0 Total 120 100.0 100.0 biet sieu thi thuan thanh qua internet Frequency Percent Valid Percent Cumulative Percent Valid co 16 13.3 13.3 13.3 khong 104 86.7 86.7 100.0 Total 120 100.0 100.0 biet sieu thi thuan thanh qua bang ron, ap phich Frequency Percent Valid Percent Cumulative Percent Valid Co 33 27.5 27.5 27.5 khong 87 72.5 72.5 100.0 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS. Nguyễn Đăng Hào SVTH: Thái Thị Vân 132 biet sieu thi thuan thanh qua bang ron, ap phich Frequency Percent Valid Percent Cumulative Percent Valid Co 33 27.5 27.5 27.5 khong 87 72.5 72.5 100.0 Total 120 100.0 100.0 biet sieu thi thuan thanh qua khac Frequency Percent Valid Percent Cumulative Percent Valid co 25 20.8 20.8 20.8 khong 95 79.2 79.2 100.0 Total 120 100.0 100.0 Trư ờng Đạ i họ c K inh tế H uế