Khóa luận Phân tích và đánh giá hoạt động tiêu thụ sản phẩm gạch men Dacera của Công ty Cổ phần gạch men Cosevco Đà Nẵng

Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp PHỤ LỤC Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp PHỤ LỤC 1 PHIẾU THAM KHẢO Ý KIẾN KHÁCH HÀNG Xin kính chào quý khách! Tôi là Đỗ Thu Ly, sinh viên trường Đại học kinh tế - Đại học Huế. Hiện tôi đang thực hiện một đề tài nghiên cứu về “Phân tích và đánh giá hoạt động tiêu thụ sản phẩm gạch men Dacera của công ty cổ phần gạch men Cosevco”, cần nắm bắt một số thông tin từ phía khách hàng. Ý kiến đánh giá của quý khách đóng vai trò rất quan trọng đối với sự hoàn thành đề tài trên. Rất mong nhận được sự giúp đỡ của quý khách. Tôi xin cam đoan những thông tin quý khách cung cấp sẽ hoàn toàn được giữ bí mật và chỉ phục vụ cho mục đích học tập, nghiên cứu. Tôi xin chân thành cảm ơn! Xin quý khách vui lòng đánh dấu (X) vào ô mà quý khách lựa chọn! A. THÔNG TIN PHỤ 1. Họ tên:(Không bắt buộc).. 2. Địa chỉ:(Không bắt buộc). 3. Giới tính: Nam Nữ 4. Độ tuổi: Dưới 22 Từ 22 đến 40 Từ > 40 đến 55 Trên 55 5. Nghề nghiệp: Cán bộ, công nhân, viên chức Kinh doanh Hưu trí Khác. 6. Thu nhập hàng tháng: Dưới 2 triệu đồng Từ 2 đến 5 triệu đồng Trên 5 triệu đồng 7. Quý khách là khách hàng: (chọn 1 đáp án phù hợp hơn) Đại lý Người tiêu dùng Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp B. NỘI DUNG CHÍNH 1. Xin quý khách vui lòng cho biết mức độ đồng ý của mình về những phát biểu bên dưới có tác động đến việc chọn mua gạch men Dacera, với mức độ đồng ý là: 1: Rất không đồng ý 2: Không đồng ý 3: Trung lập 4: Đồng ý 5: Rất đồng ý Phát biểu Mức độ đồng ý (1) (2) (3) (4) (5) 1.1. Nhân viên bán hàng nhiệt tình với khách hàng 1.2. Khi có vấn đề về sản phẩm, nhân viên bán hàng thực sự quan tâm giải quyết 1.3. Nhân viên bán hàng luôn biết cách trả lời thắc mắc của khách hàng 1.4. Nhân viên bán hàng sẵn sàng nhận trả lại và đổi hàng khi khách hàng có yêu cầu 2.1. Mẫu mã sản phẩm đa dạng 2.2. Sản phẩm có độ cứng tốt 2.3. Kích thước sản phẩm luôn có sự đồng đều 2.4. Màu sắc khó bị phai 3.1. So với chất lượng hiện tại, giá bán như vậy là hợp lý 3.2. So với gạch men của công ty khác, giá gạch men DACERA là có thể cạnh tranh 3.3. Mức độ chiết khấu hấp dẫn 3.4. Giá thay đổi linh hoạt theo sự biến động của thị trường 4.1. Thường xuyên có các chương trình khuyến mãi đối với gạch men DACERA 4.2. Chương trình khuyến mãi gạch men DACERA hấp dẫn 4.3. Có các chương trình hỗ trợ bán hàng kịp thời (bảng hiệu, bảng kê) Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp 4.4. Thông tin về các chương trình khuyến mãi được công bố rõ ràng 5.1. Đáp ứng đơn hàng chính xác 5.2. Công ty có phương tiện vận tải hỗ trợ việc vận chuyển cho khách hàng 5.3. Công ty luôn giao hàng kịp thời 5.4. Công ty có nhân viên bốc xếp, giao hàng và xếp hàng tại bãi gọn gàng Đánh giá chung: Khả năng tiêu thụ sản phẩm gạch men Dacera của công ty cao 2. Theo quý khách, để nâng cao khả năng tiêu thụ gạch men DACERA, công ty cần phải làm gì? (có thể chọn nhiều đáp án) Tăng cường chất lượng sản phẩm Đa dạng hóa mẫu mã Tăng cường chương trình khuyến mãi Giá bán hợp lý hơn Tăng cường công tác hỗ trợ bán hàng Tích cực đào tạo NVBH Khác (vui lòng ghi rõ) .. XIN CHÂN THÀNH CẢM ƠN QUÝ KHÁCH! Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp PHỤ LỤC 2 XỬ LÝ DỮ LIỆU BẰNG PHẦN MỀM SPSS 16.0 1. Kiểm tra phân phối chuẩn Statistics nhan vien ban hang nhiet tinh voi khach hang khi co van de ve san pham, nhan vien ban hang thuc su quan tam giai quyet nhan vien ban hang luon biet cach tra loi thac mac cua khach hang nhan vien ban hang san sang nhan tra lai va doi hang khi khach hang co yeu cau N Valid 150 150 150 150 Missing 0 0 0 0 Mean 3.81 3.89 4.01 4.03 Median 4.00 4.00 4.00 4.00 Std. Deviation .536 .581 .608 .543 Skewness -.136 .010 -.003 .021 Std. Error of Skewness .198 .198 .198 .198 Kurtosis .040 -.077 -.241 .462 Std. Error of Kurtosis .394 .394 .394 .394 Minimum 3 3 3 3 Maximum 5 5 5 5 Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp Statistics mau ma san pham da dang san pham co do cung tot kich thuoc san pham luon co su dong deu mau sac kho bi phai N Valid 150 150 150 150 Missing 0 0 0 0 Mean 3.38 3.95 3.67 3.71 Std. Error of Mean .050 .044 .046 .044 Median 3.00 4.00 4.00 4.00 Std. Deviation .609 .541 .564 .535 Skewness -.430 -.043 .110 -.123 Std. Error of Skewness .198 .198 .198 .198 Kurtosis -.646 .455 -.677 -.525 Std. Error of Kurtosis .394 .394 .394 .394 Minimum 2 3 3 3 Maximum 4 5 5 5 Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp Statistics so voi chat luong hien tai, gia ban hop ly so voi gach men cua cong ty khac, gia gach men Dacera la co the canh tranh muc do chiet khau hap dan gia thay doi linh hoat theo su bien dong cua thi truong N Valid 150 150 150 150 Missing 0 0 0 0 Mean 4.28 4.15 3.46 4.37 Std. Error of Mean .049 .052 .052 .043 Median 4.00 4.00 3.00 4.00 Std. Deviation .603 .632 .641 .523 Skewness -.212 -.132 -.158 .127 Std. Error of Skewness .198 .198 .198 .198 Kurtosis -.570 -.538 -.259 -1.070 Std. Error of Kurtosis .394 .394 .394 .394 Minimum 3 3 2 3 Maximum 5 5 5 5 Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp Statistics thuong xuyen co cac chuong trinh khuyen mai doi voi gach men Dacera chuong trinh khuyen mai cua gach men Dacera hap dan co cac chuong trinh ho tro ban hang kip thoi (bang hieu, catologue) thong tin ve cac chuong trinh khuyen mai duoc cong bo ro rang N Valid 150 150 150 150 Missing 0 0 0 0 Mean 3.19 3.58 3.59 3.77 Std. Error of Mean .054 .050 .065 .049 Median 3.00 4.00 4.00 4.00 Std. Deviation .662 .616 .795 .604 Skewness -.094 -.310 -.514 .144 Std. Error of Skewness .198 .198 .198 .198 Kurtosis -.478 -.121 -.201 -.478 Std. Error of Kurtosis .394 .394 .394 .394 Minimum 2 2 2 3 Maximum 5 5 5 5 Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp Statistics cong ty co phuong tien van tai ho tro viec van chuyen cho khach hang cong ty luon giao hang kip thoi cong ty co nhan vien boc xep, giao hang va xep hang tai bai gon gang kha nang tieu thu san pham gach men Dacera cao N Valid 150 150 150 150 Missing 0 0 0 0 Mean 3.92 4.32 3.84 3.89 Std. Error of Mean .055 .047 .046 .044 Median 4.00 4.00 4.00 4.00 Std. Deviation .671 .571 .569 .538 Skewness .094 -.132 -.010 -.094 Std. Error of Skewness .198 .198 .198 .198 Kurtosis -.757 -.625 -.096 .340 Std. Error of Kurtosis .394 .394 .394 .394 Minimum 3 3 3 3 Maximum 5 5 5 5 Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp 2. Kiểm định Independent Sample T - test 2.1. Thống kê nhóm – Independent theo giới tính Group Statistics gioi tinh N Mean Std. Deviation Std. Error Mean nhan vien ban hang nhiet tinh voi khach hang Nam 85 3.80 .573 .062 Nu 65 3.83 .486 .060 khi co van de ve san pham, nhan vien ban hang thuc su quan tam giai quyet Nam 85 3.88 .565 .061 Nu 65 3.91 .605 .075 nhan vien ban hang luon biet cach tra loi thac mac cua khach hang Nam 85 3.99 .607 .066 Nu 65 4.03 .612 .076 nhan vien ban hang san sang nhan tra lai va doi hang khi khach hang co yeu cau Nam 85 3.99 .500 .054 Nu 65 4.08 .594 .074 mau ma san pham da dang Nam 85 3.25 .615 .067 Nu 65 3.55 .560 .069 san pham co do cung tot Nam 85 3.86 .515 .056 Nu 65 4.06 .556 .069 kich thuoc san pham luon co su dong deu Nam 85 3.55 .500 .054 Nu 65 3.82 .610 .076 mau sac kho bi phai Nam 85 3.59 .541 .059 Nu 65 3.88 .484 .060 so voi chat luong hien tai, gia ban hop ly Nam 85 4.13 .573 .062 Nu 65 4.48 .589 .073 so voi gach men cua cong ty khac, gia gach men Dacera la co the canh tranh Nam 85 4.06 .679 .074 Nu 65 4.28 .545 .068 muc do chiet khau hap dan Nam 85 3.29 .633 .069 Nu 65 3.68 .589 .073 gia thay doi linh hoat theo su bien dong cua thi truong Nam 85 4.28 .478 .052 Nu 65 4.48 .562 .070 thuong xuyen co cac chuong trinh khuyen mai doi voi gach men Dacera Nam 85 3.19 .664 .072 Nu 65 3.20 .666 .083 chuong trinh khuyen mai cua gach men Dacera hap dan Nam 85 3.45 .608 .066 Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp Group Statistics gioi tinh N Mean Std. Deviation Std. Error Mean nhan vien ban hang nhiet tinh voi khach hang Nam 85 3.80 .573 .062 Nu 65 3.83 .486 .060 khi co van de ve san pham, nhan vien ban hang thuc su quan tam giai quyet Nam 85 3.88 .565 .061 Nu 65 3.91 .605 .075 nhan vien ban hang luon biet cach tra loi thac mac cua khach hang Nam 85 3.99 .607 .066 Nu 65 4.03 .612 .076 nhan vien ban hang san sang nhan tra lai va doi hang khi khach hang co yeu cau Nam 85 3.99 .500 .054 Nu 65 3.75 .587 .073 co cac chuong trinh ho tro ban hang kip thoi (bang hieu, catologue) Nam 85 3.48 .750 .081 Nu 65 3.74 .834 .103 thong tin ve cac chuong trinh khuyen mai duoc cong bo ro rang Nam 85 3.69 .578 .063 Nu 65 3.88 .625 .078 Group Statistics gioi tinh N Mean Std. Deviation Std. Error Mean dap ung don hang chinh xac Nam 85 4.25 .653 .071 Nu 65 4.38 .630 .078 cong ty co phuong tien van tai ho tro viec van chuyen cho khach hang Nam 85 3.88 .644 .070 Nu 65 3.97 .706 .088 cong ty luon giao hang kip thoi Nam 85 4.25 .575 .062 Nu 65 4.42 .556 .069 cong ty co nhan vien boc xep, giao hang va xep hang tai bai gon gang Nam 85 3.78 .564 .061 Nu 65 3.92 .568 .070 Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp 2.2. Thống kê nhóm – Independent theo loại khách hàng Group Statistics loai khach hang N Mean Std. Deviation Std. Error Mean dap ung don hang chinh xac dai ly 30 4.07 .583 .106 nguoi tieu dung 120 4.37 .647 .059 cong ty co phuong tien van tai ho tro viec van chuyen cho khach hang dai ly 30 3.63 .809 .148 nguoi tieu dung 120 3.99 .615 .056 cong ty luon giao hang kip thoi dai ly 30 4.03 .556 .102 nguoi tieu dung 120 4.39 .555 .051 cong ty co nhan vien boc xep, giao hang va xep hang tai bai gon gang dai ly 30 3.50 .630 .115 nguoi tieu dung 120 3.92 .521 .048 thuong xuyen co cac chuong trinh khuyen mai doi voi gach men Dacera dai ly 30 2.90 .607 .111 nguoi tieu dung 120 3.27 .658 .060 chuong trinh khuyen mai cua gach men Dacera hap dan dai ly 30 3.27 .583 .106 nguoi tieu dung 120 3.66 .601 .055 co cac chuong trinh ho tro ban hang kip thoi (bang hieu, catologue) dai ly 30 3.27 .785 .143 nguoi tieu dung 120 3.68 .780 .071 thong tin ve cac chuong trinh khuyen mai duoc cong bo ro rang dai ly 30 3.33 .479 .088 nguoi tieu dung 120 3.88 .582 .053 Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp Group Statistics loai khach hang N Mean Std. Deviation Std. Error Mean so voi chat luong hien tai, gia ban hop ly dai ly 30 4.07 .583 .106 nguoi tieu dung 120 4.33 .599 .055 so voi gach men cua cong ty khac, gia gach men Dacera la co the canh tranh dai ly 30 3.87 .819 .150 nguoi tieu dung 120 4.22 .557 .051 muc do chiet khau hap dan dai ly 30 3.10 .607 .111 nguoi tieu dung 120 3.55 .620 .057 gia thay doi linh hoat theo su bien dong cua thi truong dai ly 30 4.10 .403 .074 nguoi tieu dung 120 4.43 .530 .048 mau ma san pham da dang dai ly 30 2.80 .484 .088 nguoi tieu dung 120 3.52 .549 .050 san pham co do cung tot dai ly 30 3.90 .548 .100 nguoi tieu dung 120 3.96 .541 .049 kich thuoc san pham luon co su dong deu dai ly 30 3.33 .479 .088 nguoi tieu dung 120 3.75 .554 .051 mau sac kho bi phai dai ly 30 3.63 .556 .102 nguoi tieu dung 120 3.73 .530 .048 nhan vien ban hang nhiet tinh voi khach hang dai ly 30 3.80 .551 .101 nguoi tieu dung 120 3.82 .534 .049 khi co van de ve san pham, nhan vien ban hang thuc su quan tam giai quyet dai ly 30 3.83 .461 .084 nguoi tieu dung 120 3.91 .608 .056 nhan vien ban hang luon biet cach tra loi thac mac cua khach hang dai ly 30 4.00 .788 .144 nguoi tieu dung 120 4.01 .558 .051 nhan vien ban hang san sang nhan tra lai va doi hang khi khach hang co yeu cau dai ly 30 4.07 .450 .082 nguoi tieu dung 120 4.02 .565 .052 Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp 2.3. Kết quả kiểm định Independent Sample T – test Theo giới tính Independent Samples Test Levene's Test for Equality of Variances t-test for Equality of Means F Sig. t df Sig. (2- tailed) Mean Difference Std. Error Difference 95% Confidence Interval of the Difference Lower Upper nhan vien ban hang nhiet tinh voi khach hang Equal variances assumed 2.816 .095 -.348 148 .729 -.031 .089 -.206 .144 Equal variances not assumed -.355 146.358 .723 -.031 .087 -.202 .140 khi co van de ve san pham, nhan vien ban hang thuc su quan tam giai quyet Equal variances assumed .127 .722 -.264 148 .792 -.025 .096 -.215 .164 Equal variances not assumed -.261 132.800 .794 -.025 .097 -.217 .166 nhan vien ban hang luon biet cach tra loi thac mac cua khach hang Equal variances assumed .040 .842 -.424 148 .672 -.043 .100 -.241 .156 Equal variances not assumed -.423 137.397 .673 -.043 .100 -.241 .156 nhan vien ban hang san sang nhan tra lai va doi hang khi khach hang co yeu cau Equal variances assumed 3.951 .049 -.992 148 .323 -.089 .089 -.265 .088 Equal variances not assumed -.969 124.246 .334 -.089 .092 -.270 .092 mau ma san pham da dang Equal variances assumed .029 .865 -3.145 148 .002 -.307 .098 -.500 -.114 Equal variances not assumed -3.185 143.538 .002 -.307 .096 -.497 -.116 san pham co do cung tot Equal variances assumed .070 .791 -2.308 148 .022 -.203 .088 -.376 -.029 Equal variances not assumed -2.285 132.287 .024 -.203 .089 -.378 -.027 kich thuoc san pham luon co su dong deu Equal variances assumed .185 .668 -2.895 148 .004 -.262 .091 -.442 -.083 Equal variances not assumed -2.820 122.177 .006 -.262 .093 -.447 -.078 mau sac kho bi phai Equal variances assumed 18.418 .000 -3.387 148 .001 -.289 .085 -.457 -.120 Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp Independent Samples Test Levene's Test for Equality of Variances t-test for Equality of Means F Sig. t df Sig. (2- tailed) Mean Difference Std. Error Difference 95% Confidence Interval of the Difference Lower Upper nhan vien ban hang nhiet tinh voi khach hang Equal variances assumed 2.816 .095 -.348 148 .729 -.031 .089 -.206 .144 Equal variances not assumed -.355 146.358 .723 -.031 .087 -.202 .140 khi co van de ve san pham, nhan vien ban hang thuc su quan tam giai quyet Equal variances assumed .127 .722 -.264 148 .792 -.025 .096 -.215 .164 Equal variances not assumed -.261 132.800 .794 -.025 .097 -.217 .166 nhan vien ban hang luon biet cach tra loi thac mac cua khach hang Equal variances assumed .040 .842 -.424 148 .672 -.043 .100 -.241 .156 Equal variances not assumed -.423 137.397 .673 -.043 .100 -.241 .156 nhan vien ban hang san sang nhan tra lai va doi hang khi khach hang co yeu cau Equal variances assumed 3.951 .049 -.992 148 .323 -.089 .089 -.265 .088 Equal variances not assumed -3.437 144.301 .001 -.289 .084 -.455 -.123 Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp Theo giới tính Independent Samples Test Levene's Test for Equality of Variances t-test for Equality of Means F Sig. t df Sig. (2- tailed) Mean Difference Std. Error Difference 95% Confidence Interval of the Difference Lower Upper so voi chat luong hien tai, gia ban hop ly Equal variances assumed 6.420 .012 -3.636 148 .000 -.348 .096 -.536 -.159 Equal variances not assumed -3.623 135.893 .000 -.348 .096 -.537 -.158 so voi gach men cua cong ty khac, gia gach men Dacera la co the canh tranh Equal variances assumed .093 .761 -2.120 148 .036 -.218 .103 -.421 -.015 Equal variances not assumed -2.182 147.623 .031 -.218 .100 -.416 -.021 muc do chiet khau hap dan Equal variances assumed .311 .578 -3.782 148 .000 -.383 .101 -.583 -.183 Equal variances not assumed -3.818 142.340 .000 -.383 .100 -.581 -.185 gia thay doi linh hoat theo su bien dong cua thi truong Equal variances assumed 10.871 .001 -2.288 148 .024 -.195 .085 -.363 -.026 Equal variances not assumed -2.239 125.267 .027 -.195 .087 -.367 -.023 thuong xuyen co cac chuong trinh khuyen mai doi voi gach men Dacera Equal variances assumed .107 .744 -.107 148 .915 -.012 .110 -.228 .205 Equal variances not assumed -.107 137.610 .915 -.012 .110 -.228 .205 chuong trinh khuyen mai cua gach men Dacera hap dan Equal variances assumed 3.249 .073 -3.109 148 .002 -.307 .099 -.502 -.112 Equal variances not assumed -3.124 140.141 .002 -.307 .098 -.501 -.113 co cac chuong trinh ho tro ban hang kip thoi (bang hieu, catologue) Equal variances assumed .090 .765 -1.974 148 .050 -.256 .130 -.513 .000 Equal variances not assumed -1.946 129.752 .054 -.256 .132 -.517 .004 thong tin ve cac chuong trinh khuyen mai duoc cong bo ro rang Equal variances assumed .702 .404 -1.853 148 .066 -.183 .099 -.378 .012 Equal variances not assumed -1.833 132.007 .069 -.183 .100 -.380 .014 Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp Theo giới tính Independent Samples Test Levene's Test for Equality of Variances t-test for Equality of Means F Sig. t df Sig. (2- tailed) Mean Difference Std. Error Difference 95% Confidence Interval of the Difference Lower Upper dap ung don hang chinh xac Equal variances assumed .133 .716 -1.298 148 .196 -.138 .106 -.347 .072 Equal variances not assumed -1.305 140.254 .194 -.138 .105 -.346 .071 cong ty co phuong tien van tai ho tro viec van chuyen cho khach hang Equal variances assumed .154 .695 -.785 148 .434 -.087 .111 -.306 .132 Equal variances not assumed -.775 130.895 .440 -.087 .112 -.309 .135 cong ty luon giao hang kip thoi Equal variances assumed .978 .324 -1.801 148 .074 -.168 .093 -.353 .016 Equal variances not assumed -1.810 140.142 .072 -.168 .093 -.352 .016 cong ty co nhan vien boc xep, giao hang va xep hang tai bai gon gang Equal variances assumed 2.010 .158 -1.573 148 .118 -.147 .093 -.331 .038 Equal variances not assumed -1.572 137.484 .118 -.147 .093 -.331 .038 Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp Theo loại khách hàng Independent Samples Test Levene's Test for Equality of Variances t-test for Equality of Means F Sig. t df Sig. (2- tailed) Mean Difference Std. Error Difference 95% Confidence Interval of the Difference Lower Upper nhan vien ban hang nhiet tinh voi khach hang Equal variances assumed .069 .793 -.152 148 .879 -.017 .110 -.234 .200 Equal variances not assumed -.149 43.655 .882 -.017 .112 -.242 .209 khi co van de ve san pham, nhan vien ban hang thuc su quan tam giai quyet Equal variances assumed 1.153 .285 -.631 148 .529 -.075 .119 -.310 .160 Equal variances not assumed -.744 57.059 .460 -.075 .101 -.277 .127 nhan vien ban hang luon biet cach tra loi thac mac cua khach hang Equal variances assumed 8.977 .003 -.067 148 .947 -.008 .124 -.254 .238 Equal variances not assumed -.055 36.577 .957 -.008 .153 -.318 .301 nhan vien ban hang san sang nhan tra lai va doi hang khi khach hang co yeu cau Equal variances assumed .760 .385 .450 148 .653 .050 .111 -.170 .270 Equal variances not assumed .516 54.318 .608 .050 .097 -.144 .244 mau ma san pham da dang Equal variances assumed 13.667 .000 -6.610 148 .000 -.725 .110 -.942 -.508 Equal variances not assumed -7.133 49.425 .000 -.725 .102 -.929 -.521 san pham co do cung tot Equal variances assumed .214 .645 -.527 148 .599 -.058 .111 -.277 .160 Equal variances not assumed -.523 44.213 .604 -.058 .112 -.283 .166 kich thuoc san pham luon co su dong deu Equal variances assumed .100 .752 -3.780 148 .000 -.417 .110 -.635 -.199 Equal variances not assumed -4.122 50.212 .000 -.417 .101 -.620 -.214 mau sac kho bi phai Equal variances assumed 1.033 .311 -.915 148 .362 -.100 .109 -.316 .116 Equal variances not assumed -.889 43.144 .379 -.100 .112 -.327 .127 Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp Independent Samples Test Levene's Test for Equality of Variances t-test for Equality of Means F Sig. t df Sig. (2- tailed) Mean Difference Std. Error Difference 95% Confidence Interval of the Difference Lower Upper so voi chat luong hien tai,gia ban hop ly Equal variances assumed 6.395 .012 -2.193 148 .030 -.267 .122 -.507 -.026 Equal variances not assumed -2.228 45.523 .031 -.267 .120 -.508 -.026 so voi gach men cua cong ty khac, gia gach men Dacera la co the canh tranh Equal variances assumed 11.851 .001 -2.844 148 .005 -.358 .126 -.607 -.109 Equal variances not assumed -2.268 35.973 .029 -.358 .158 -.679 -.038 muc do chiet khau hap dan Equal variances assumed 5.379 .022 -3.571 148 .000 -.450 .126 -.699 -.201 Equal variances not assumed -3.615 45.308 .001 -.450 .124 -.701 -.199 gia thay doi linh hoat theo su bien dong cua thi truong Equal variances assumed 49.542 .000 -3.216 148 .002 -.333 .104 -.538 -.128 Equal variances not assumed -3.787 57.005 .000 -.333 .088 -.510 -.157 thuong xuyen co cac chuong trinh khuyen mai doi voi gach men Dacera Equal variances assumed 3.212 .075 -2.772 148 .006 -.367 .132 -.628 -.105 Equal variances not assumed -2.908 47.493 .006 -.367 .126 -.620 -.113 chuong trinh khuyen mai cua gach men Dacera hap dan Equal variances assumed .296 .587 -3.211 148 .002 -.392 .122 -.633 -.151 Equal variances not assumed -3.269 45.656 .002 -.392 .120 -.633 -.150 co cac chuong trinh ho tro ban hang kip thoi (bang hieu, catologue) Equal variances assumed .331 .566 -2.563 148 .011 -.408 .159 -.723 -.093 Equal variances not assumed -2.552 44.410 .014 -.408 .160 -.731 -.086 thong tin ve cac chuong trinh khuyen mai duoc cong bo ro rang Equal variances assumed .178 .674 -4.780 148 .000 -.550 .115 -.777 -.323 Equal variances not assumed -5.370 52.598 .000 -.550 .102 -.755 -.345 Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp Independent Samples Test Levene's Test for Equality of Variances t-test for Equality of Means F Sig. t df Sig. (2- tailed) Mean Difference Std. Error Difference 95% Confidence Interval of the Difference Lower Upper dap ung don hang chinh xac Equal variances assumed 10.097 .002 -2.313 148 .022 -.300 .130 -.556 -.044 Equal variances not assumed -2.463 48.488 .017 -.300 .122 -.545 -.055 cong ty co phuong tien van tai ho tro viec van chuyen cho khach hang Equal variances assumed 12.994 .000 -2.670 148 .008 -.358 .134 -.624 -.093 Equal variances not assumed -2.269 37.796 .029 -.358 .158 -.678 -.039 cong ty luon giao hang kip thoi Equal variances assumed 13.020 .000 -3.164 148 .002 -.358 .113 -.582 -.135 Equal variances not assumed -3.159 44.542 .003 -.358 .113 -.587 -.130 cong ty co nhan vien boc xep, giao hang va xep hang tai bai gon gang Equal variances assumed 9.697 .002 -3.826 148 .000 -.425 .111 -.645 -.205 Equal variances not assumed -3.416 39.501 .001 -.425 .124 -.677 -.173 Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp 3. Kiểm định One Way Anova 3.1. Theo độ tuổi Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. nhan vien ban hang nhiet tinh voi khach hang 1.337 3 146 .265 khi co van de ve san pham, nhan vien ban hang thuc su quan tam giai quyet .228 3 146 .877 nhan vien ban hang luon biet cach tra loi thac mac cua khach hang 2.964 3 146 .034 nhan vien ban hang san sang nhan tra lai va doi hang khi khach hang co yeu cau .165 3 146 .920 ANOVA Sum of Squares df Mean Square F Sig. nhan vien ban hang nhiet tinh voi khach hang Between Groups 1.586 3 .529 1.874 .136 Within Groups 41.187 146 .282 Total 42.773 149 khi co van de ve san pham, nhan vien ban hang thuc su quan tam giai quyet Between Groups 2.255 3 .752 2.285 .081 Within Groups 48.038 146 .329 Total 50.293 149 nhan vien ban hang luon biet cach tra loi thac mac cua khach hang Between Groups .240 3 .080 .213 .887 Within Groups 54.754 146 .375 Total 54.993 149 nhan vien ban hang san sang nhan tra lai va doi hang khi khach hang co yeu cau Between Groups .408 3 .136 .456 .713 Within Groups 43.486 146 .298 Total 43.893 149 Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. mau ma san pham da dang 1.166 3 146 .325 san pham co do cung tot 2.712 3 146 .047 kich thuoc san pham luon co su dong deu .716 3 146 .544 mau sac kho bi phai 1.127 3 146 .340 Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp ANOVA Sum of Squares df Mean Square F Sig. mau ma san pham da dang Between Groups 6.922 3 2.307 6.958 .000 Within Groups 48.418 146 .332 Total 55.340 149 san pham co do cung tot Between Groups 1.555 3 .518 1.801 .150 Within Groups 42.018 146 .288 Total 43.573 149 kich thuoc san pham luon co su dong deu Between Groups 4.225 3 1.408 4.769 .003 Within Groups 43.109 146 .295 Total 47.333 149 mau sac kho bi phai Between Groups .837 3 .279 .974 .407 Within Groups 41.836 146 .287 Total 42.673 149 Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. so voi chat luong hien tai, gia ban hop ly 3.830 3 146 .011 so voi gach men cua cong ty khac, gia gach men Dacera la co the canh tranh 3.743 3 146 .013 muc do chiet khau hap dan 4.722 3 146 .004 gia thay doi linh hoat theo su bien dong cua thi truong 2.732 3 146 .046 ANOVA Sum of Squares df Mean Square F Sig. so voi chat luong hien tai, gia ban hop ly Between Groups 5.235 3 1.745 5.199 .002 Within Groups 49.005 146 .336 Total 54.240 149 so voi gach men cua cong ty khac, gia gach men Dacera la co the canh tranh Between Groups 3.228 3 1.076 2.793 .043 Within Groups 56.245 146 .385 Total 59.473 149 muc do chiet khau hap dan Between Groups 9.251 3 3.084 8.657 .000 Within Groups 52.009 146 .356 Total 61.260 149 gia thay doi linh hoat theo su bien dong cua thi truong Between Groups 5.107 3 1.702 6.957 .000 Within Groups 35.726 146 .245 Total 40.833 149 Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. thuong xuyen co cac chuong trinh khuyen mai doi voi gach men Dacera .358 3 146 .783 chuong trinh khuyen mai cua gach men Dacera hap dan .176 3 146 .913 co cac chuong trinh ho tro ban hang kip thoi (bang hieu, catologue) 4.122 3 146 .008 thong tin ve cac chuong trinh khuyen mai duoc cong bo ro rang 3.315 3 146 .022 ANOVA Sum of Squares df Mean Square F Sig. thuong xuyen co cac chuong trinh khuyen mai doi voi gach men Dacera Between Groups 1.863 3 .621 1.427 .237 Within Groups 63.530 146 .435 Total 65.393 149 chuong trinh khuyen mai cua gach men Dacera hap dan Between Groups .590 3 .197 .513 .674 Within Groups 55.950 146 .383 Total 56.540 149 co cac chuong trinh ho tro ban hang kip thoi (bang hieu, catologue) Between Groups 8.528 3 2.843 4.845 .003 Within Groups 85.665 146 .587 Total 94.193 149 thong tin ve cac chuong trinh khuyen mai duoc cong bo ro rang Between Groups 7.387 3 2.462 7.664 .000 Within Groups 46.907 146 .321 Total 54.293 149 Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. dap ung don hang chinh xac .885 3 146 .450 cong ty co phuong tien van tai ho tro viec van chuyen cho khach hang 2.333 3 146 .077 cong ty luon giao hang kip thoi .968 3 146 .410 cong ty co nhan vien boc xep, giao hang va xep hang tai bai gon gang 1.378 3 146 .252 Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp ANOVA Sum of Squares df Mean Square F Sig. dap ung don hang chinh xac Between Groups 4.450 3 1.483 3.770 .012 Within Groups 57.443 146 .393 Total 61.893 149 cong ty co phuong tien van tai ho tro viec van chuyen cho khach hang Between Groups 6.797 3 2.266 5.491 .001 Within Groups 60.243 146 .413 Total 67.040 149 cong ty luon giao hang kip thoi Between Groups 3.480 3 1.160 3.750 .012 Within Groups 45.160 146 .309 Total 48.640 149 cong ty co nhan vien boc xep, giao hang va xep hang tai bai gon gang Between Groups 7.620 3 2.540 9.148 .000 Within Groups 40.540 146 .278 Total 48.160 149 3.2. Theo nghề nghiệp Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. nhan vien ban hang nhiet tinh voi khach hang 1.327 3 146 .268 khi co van de ve san pham, nhan vien ban hang thuc su quan tam giai quyet .204 3 146 .893 nhan vien ban hang luon biet cach tra loi thac mac cua khach hang 2.016 3 146 .114 nhan vien ban hang san sang nhan tra lai va doi hang khi khach hang co yeu cau .568 3 146 .637 ANOVA Sum of Squares df Mean Square F Sig. nhan vien ban hang nhiet tinh voi khach hang Between Groups .611 3 .204 .706 .550 Within Groups 42.162 146 .289 Total 42.773 149 khi co van de ve san pham, nhan vien ban hang thuc su quan tam giai quyet Between Groups 1.998 3 .666 2.014 .115 Within Groups 48.295 146 .331 Total 50.293 149 nhan vien ban hang luon biet cach tra loi thac mac cua khach hang Between Groups .126 3 .042 .112 .953 Within Groups 54.867 146 .376 Total 54.993 149 nhan vien ban hang san sang nhan tra lai va doi hang khi khach hang co yeu cau Between Groups .117 3 .039 .130 .942 Within Groups 43.776 146 .300 Total 43.893 149 Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. mau ma san pham da dang .158 3 146 .925 san pham co do cung tot .554 3 146 .646 kich thuoc san pham luon co su dong deu .236 3 146 .871 mau sac kho bi phai 2.599 3 146 .055 ANOVA Sum of Squares df Mean Square F Sig. mau ma san pham da dang Between Groups 5.268 3 1.756 5.120 .002 Within Groups 50.072 146 .343 Total 55.340 149 san pham co do cung tot Between Groups .427 3 .142 .482 .696 Within Groups 43.146 146 .296 Total 43.573 149 kich thuoc san pham luon co su dong deu Between Groups 1.968 3 .656 2.111 .101 Within Groups 45.366 146 .311 Total 47.333 149 mau sac kho bi phai Between Groups .349 3 .116 .401 .753 Within Groups 42.325 146 .290 Total 42.673 149 Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. so voi chat luong hien tai, gia ban hop ly 4.283 3 146 .006 so voi gach men cua cong ty khac, gia gach men Dacera la co the canh tranh 3.597 3 146 .015 muc do chiet khau hap dan 1.361 3 146 .257 gia thay doi linh hoat theo su bien dong cua thi truong 2.534 3 146 .059 Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp ANOVA Sum of Squares df Mean Square F Sig. so voi chat luong hien tai, gia ban hop ly Between Groups 1.975 3 .658 1.839 .143 Within Groups 52.265 146 .358 Total 54.240 149 so voi gach men cua cong ty khac, gia gach men Dacera la co the canh tranh Between Groups 4.435 3 1.478 3.922 .010 Within Groups 55.038 146 .377 Total 59.473 149 muc do chiet khau hap dan Between Groups 2.146 3 .715 1.766 .156 Within Groups 59.114 146 .405 Total 61.260 149 gia thay doi linh hoat theo su bien dong cua thi truong Between Groups 1.033 3 .344 1.263 .289 Within Groups 39.800 146 .273 Total 40.833 149 Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. thuong xuyen co cac chuong trinh khuyen mai doi voi gach men Dacera .594 3 146 .620 chuong trinh khuyen mai cua gach men Dacera hap dan .444 3 146 .722 co cac chuong trinh ho tro ban hang kip thoi (bang hieu, catologue) 1.773 3 146 .155 thong tin ve cac chuong trinh khuyen mai duoc cong bo ro rang 4.737 3 146 .003 ANOVA Sum of Squares df Mean Square F Sig. thuong xuyen co cac chuong trinh khuyen mai doi voi gach men Dacera Between Groups .938 3 .313 .708 .549 Within Groups 64.455 146 .441 Total 65.393 149 chuong trinh khuyen mai cua gach men Dacera hap dan Between Groups .457 3 .152 .396 .756 Within Groups 56.083 146 .384 Total 56.540 149 co cac chuong trinh ho tro ban hang kip thoi (bang hieu, catologue) Between Groups 1.871 3 .624 .986 .401 Within Groups 92.322 146 .632 Total 94.193 149 thong tin ve cac chuong trinh khuyen mai duoc cong bo ro rang Between Groups 2.508 3 .836 2.357 .074 Within Groups 51.786 146 .355 Total 54.293 149 Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. dap ung don hang chinh xac 1.820 3 146 .146 cong ty co phuong tien van tai ho tro viec van chuyen cho khach hang 1.802 3 146 .149 cong ty luon giao hang kip thoi 1.684 3 146 .173 cong ty co nhan vien boc xep, giao hang va xep hang tai bai gon gang 1.280 3 146 .284 ANOVA Sum of Squares df Mean Square F Sig. dap ung don hang chinh xac Between Groups .765 3 .255 .609 .610 Within Groups 61.129 146 .419 Total 61.893 149 cong ty co phuong tien van tai ho tro viec van chuyen cho khach hang Between Groups 1.490 3 .497 1.106 .349 Within Groups 65.550 146 .449 Total 67.040 149 cong ty luon giao hang kip thoi Between Groups 3.589 3 1.196 3.877 .011 Within Groups 45.051 146 .309 Total 48.640 149 cong ty co nhan vien boc xep, giao hang va xep hang tai bai gon gang Between Groups .728 3 .243 .747 .526 Within Groups 47.432 146 .325 Total 48.160 149 3.3. Theo thu nhập Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. nhan vien ban hang nhiet tinh voi khach hang 3.874 2 147 .023 khi co van de ve san pham, nhan vien ban hang thuc su quan tam giai quyet .108 2 147 .898 nhan vien ban hang luon biet cach tra loi thac mac cua khach hang 1.322 2 147 .270 nhan vien ban hang san sang nhan tra lai va doi hang khi khach hang co yeu cau .035 2 147 .966 Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp ANOVA Sum of Squares df Mean Square F Sig. nhan vien ban hang nhiet tinh voi khach hang Between Groups .881 2 .440 1.545 .217 Within Groups 41.893 147 .285 Total 42.773 149 khi co van de ve san pham, nhan vien ban hang thuc su quan tam giai quyet Between Groups .822 2 .411 1.221 .298 Within Groups 49.471 147 .337 Total 50.293 149 nhan vien ban hang luon biet cach tra loi thac mac cua khach hang Between Groups 1.071 2 .535 1.459 .236 Within Groups 53.923 147 .367 Total 54.993 149 nhan vien ban hang san sang nhan tra lai va doi hang khi khach hang co yeu cau Between Groups .073 2 .036 .122 .885 Within Groups 43.820 147 .298 Total 43.893 149 Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. mau ma san pham da dang .720 2 147 .489 san pham co do cung tot 1.480 2 147 .231 kich thuoc san pham luon co su dong deu .255 2 147 .775 mau sac kho bi phai .080 2 147 .923 ANOVA Sum of Squares df Mean Square F Sig. mau ma san pham da dang Between Groups 11.971 2 5.985 20.287 .000 Within Groups 43.369 147 .295 Total 55.340 149 san pham co do cung tot Between Groups .014 2 .007 .024 .976 Within Groups 43.559 147 .296 Total 43.573 149 kich thuoc san pham luon co su dong deu Between Groups 1.763 2 .882 2.844 .061 Within Groups 45.570 147 .310 Total 47.333 149 mau sac kho bi phai Between Groups .013 2 .006 .022 .978 Within Groups 42.661 147 .290 Total 42.673 149 Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. so voi chat luong hien tai, gia ban hop ly .642 2 147 .527 so voi gach men cua cong ty khac, gia gach men Dacera la co the canh tranh 3.926 2 147 .022 muc do chiet khau hap dan 4.542 2 147 .012 gia thay doi linh hoat theo su bien dong cua thi truong 11.294 2 147 .000 ANOVA Sum of Squares df Mean Square F Sig. so voi chat luong hien tai, gia ban hop ly Between Groups .958 2 .479 1.322 .270 Within Groups 53.282 147 .362 Total 54.240 149 so voi gach men cua cong ty khac, gia gach men Dacera la co the canh tranh Between Groups .587 2 .293 .732 .483 Within Groups 58.887 147 .401 Total 59.473 149 muc do chiet khau hap dan Between Groups 1.542 2 .771 1.898 .154 Within Groups 59.718 147 .406 Total 61.260 149 gia thay doi linh hoat theo su bien dong cua thi truong Between Groups 1.176 2 .588 2.179 .117 Within Groups 39.658 147 .270 Total 40.833 149 Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. thuong xuyen co cac chuong trinh khuyen mai doi voi gach men Dacera .833 2 147 .437 chuong trinh khuyen mai cua gach men Dacera hap dan 6.725 2 147 .002 co cac chuong trinh ho tro ban hang kip thoi (bang hieu, catologue) .373 2 147 .689 thong tin ve cac chuong trinh khuyen mai duoc cong bo ro rang 3.549 2 147 .031 Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp ANOVA Sum of Squares df Mean Square F Sig. thuong xuyen co cac chuong trinh khuyen mai doi voi gach men Dacera Between Groups 4.987 2 2.493 6.068 .003 Within Groups 60.407 147 .411 Total 65.393 149 chuong trinh khuyen mai cua gach men Dacera hap dan Between Groups 2.815 2 1.407 3.851 .023 Within Groups 53.725 147 .365 Total 56.540 149 co cac chuong trinh ho tro ban hang kip thoi (bang hieu, catologue) Between Groups 1.517 2 .759 1.203 .303 Within Groups 92.676 147 .630 Total 94.193 149 thong tin ve cac chuong trinh khuyen mai duoc cong bo ro rang Between Groups 5.056 2 2.528 7.547 .001 Within Groups 49.237 147 .335 Total 54.293 149 Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. dap ung don hang chinh xac 3.912 2 147 .022 cong ty co phuong tien van tai ho tro viec van chuyen cho khach hang 4.433 2 147 .014 cong ty luon giao hang kip thoi 10.047 2 147 .000 cong ty co nhan vien boc xep, giao hang va xep hang tai bai gon gang 5.091 2 147 .007 ANOVA Sum of Squares df Mean Square F Sig. dap ung don hang chinh xac Between Groups 2.599 2 1.300 3.222 .043 Within Groups 59.294 147 .403 Total 61.893 149 cong ty co phuong tien van tai ho tro viec van chuyen cho khach hang Between Groups 2.116 2 1.058 2.395 .095 Within Groups 64.924 147 .442 Total 67.040 149 cong ty luon giao hang kip thoi Between Groups 3.570 2 1.785 5.822 .004 Within Groups 45.070 147 .307 Total 48.640 149 cong ty co nhan vien boc xep, giao hang va xep hang tai bai gon gang Between Groups 2.967 2 1.483 4.825 .009 Within Groups 45.193 147 .307 Total 48.160 149 Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp 4. Kiểm định Kruskal Wallis 4.1. Theo độ tuổi Test Statisticsa,b san pham co do cung tot Chi-Square 5.048 df 3 Asymp. Sig. .168 a. Kruskal Wallis Test b. Grouping Variable: do tuoi so voi chat luong hien tai, gia ban hop ly so voi gach men cua cong ty khac, gia gach men Dacera la co the canh tranh muc do chiet khau hap dan gia thay doi linh hoat theo su bien dong cua thi truong Chi- Square 14.850 8.240 22.485 19.197 df 3 3 3 3 Asymp. Sig. .002 .041 .000 .000 a. Kruskal Wallis Test b. Grouping Variable: do tuoi Test Statisticsa,b co cac chuong trinh ho tro ban hang kip thoi (bang hieu, catologue) thong tin ve cac chuong trinh khuyen mai duoc cong bo ro rang Chi- Square 12.236 21.349 Df 3 3 Asymp. Sig. .007 .000 a. Kruskal Wallis Test b. Grouping Variable: do tuoi Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp 4.2. Theo thu nhập Test Statisticsa,b so voi gach men cua cong ty khac, gia gach men Dacera la co the canh tranh so voi chat luong hien tai, gia ban hop ly Chi- Square .949 2.253 df 2 2 Asymp. Sig. .622 .324 a. Kruskal Wallis Test b. Grouping Variable: thu nhap hang thang Test Statisticsa,b thong tin ve cac chuong trinh khuyen mai duoc cong bo ro rang Chi-Square 14.496 df 2 Asymp. Sig. .001 a. Kruskal Wallis Test b. Grouping Variable: thu nhap hang thang 4.3. Theo nghề nghiệp Test Statisticsa,b so voi chat luong hien tai, gia ban hop ly so voi gach men cua cong ty khac, gia gach men Dacera la co the canh tranh muc do chiet khau hap dan gia thay doi linh hoat theo su bien dong cua thi truong Chi- Square 5.194 11.720 4.488 4.362 df 3 3 3 3 Asymp. Sig. .158 .008 .213 .225 a. Kruskal Wallis Test b. Grouping Variable: nghe nghiep Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp Test Statisticsa,b chuong trinh khuyen mai cua gach men Dacera hap dan thong tin ve cac chuong trinh khuyen mai duoc cong bo ro rang Chi-Square 1.039 7.069 df 3 3 Asymp. Sig. .792 .070 a. Kruskal Wallis Test b. Grouping Variable: nghe nghiep Test Statisticsa,b dap ung don hang chinh xac cong ty co phuong tien van tai ho tro viec van chuyen cho khach hang cong ty luon giao hang kip thoi cong ty co nhan vien boc xep, giao hang va xep hang tai bai gon gang Chi- Square 2.132 3.380 10.545 2.333 df 3 3 3 3 Asymp. Sig. .546 .337 .014 .506 a. Kruskal Wallis Test b. Grouping Variable: nghe nghiep 5. Phân tích nhân tố XOAY NHÂN TỐ KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .645 Bartlett's Test of Sphericity Approx. Chi-Square 728.351 Df 190 Sig. .000 Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp Compon ent Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Variance Cumulative % 1 3.398 16.991 16.991 3.398 16.991 16.991 2.297 11.486 11.486 2 2.220 11.100 28.091 2.220 11.100 28.091 2.285 11.425 22.911 3 2.115 10.573 38.664 2.115 10.573 38.664 2.191 10.957 33.869 4 1.718 8.588 47.252 1.718 8.588 47.252 2.184 10.919 44.788 5 1.659 8.294 55.546 1.659 8.294 55.546 2.152 10.759 55.546 6 .978 4.888 60.434 7 .905 4.527 64.961 8 .882 4.411 69.372 9 .814 4.069 73.441 10 .663 3.314 76.755 11 .629 3.145 79.900 12 .617 3.087 82.987 13 .590 2.950 85.937 14 .537 2.685 88.621 15 .519 2.593 91.215 16 .441 2.203 93.418 17 .414 2.072 95.490 18 .356 1.781 97.272 19 .308 1.542 98.814 20 .237 1.186 100.000 Extraction Method: Principal Component Analysis. Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp Rotated Component Matrixa Component 1 2 3 4 5 muc do chiet khau hap dan .812 so voi gach men cua cong ty khac, gia gach men Dacera la co the canh tranh .745 so voi chat luong hien tai, gia ban hop ly .659 gia thay doi linh hoat theo su bien dong cua thi truong .626 kich thuoc san pham luon co su dong deu .807 san pham co do cung tot .725 mau sac kho bi phai .690 mau ma san pham da dang .675 khi co van de ve san pham, nhan vien ban hang thuc su quan tam giai quyet .752 nhan vien ban hang luon biet cach tra loi thac mac cua khach hang .727 nhan vien ban hang san sang nhan tra lai va doi hang khi khach hang co yeu cau .670 nhan vien ban hang nhiet tinh voi khach hang .644 cong ty co phuong tien van tai ho tro viec van chuyen cho khach hang .763 dap ung don hang chinh xac .728 cong ty luon giao hang kip thoi .698 cong ty co nhan vien boc xep, giao hang va xep hang tai bai gon gang .666 thong tin ve cac chuong trinh khuyen mai duoc cong bo ro rang .759 thuong xuyen co cac chuong trinh khuyen mai doi voi gach men Dacera .755 chuong trinh khuyen mai cua gach men Dacera hap dan .716 co cac chuong trinh ho tro ban hang kip thoi (bang hieu, catologue) .576 Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 6 iterations. Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp 6. Kiểm định độ tin cậy thang đo Reliability Statistics Cronbach's Alpha N of Items .682 4 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item- Total Correlation Cronbach's Alpha if Item Deleted nhan vien ban hang nhiet tinh voi khach hang 11.93 1.719 .448 .627 khi co van de ve san pham, nhan vien ban hang thuc su quan tam giai quyet 11.85 1.567 .503 .590 nhan vien ban hang luon biet cach tra loi thac mac cua khach hang 11.73 1.539 .483 .604 nhan vien ban hang san sang nhan tra lai va doi hang khi khach hang co yeu cau 11.71 1.736 .424 .641 Reliability Statistics Cronbach's Alpha N of Items .706 4 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item- Total Correlation Cronbach's Alpha if Item Deleted dap ung don hang chinh xac 12.08 1.967 .463 .661 cong ty co phuong tien van tai ho tro viec van chuyen cho khach hang 12.47 1.808 .533 .616 cong ty luon giao hang kip thoi 12.07 2.089 .486 .647 cong ty co nhan vien boc xep, giao hang va xep hang tai bai gon gang 12.55 2.088 .491 .644 Reliability Statistics Cronbach's Alpha N of Items .678 4 Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item- Total Correlation Cronbach's Alpha if Item Deleted thuong xuyen co cac chuong trinh khuyen mai doi voi gach men Dacera 10.95 2.333 .455 .615 chuong trinh khuyen mai cua gach men Dacera hap dan 10.56 2.382 .489 .596 co cac chuong trinh ho tro ban hang kip thoi (bang hieu, catologue) 10.55 2.156 .387 .677 thong tin ve cac chuong trinh khuyen mai duoc cong bo ro rang 10.37 2.328 .543 .565 Reliability Statistics Cronbach's Alpha N of Items .709 4 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item- Total Correlation Cronbach's Alpha if Item Deleted so voi chat luong hien tai, gia ban hop ly 11.98 1.953 .460 .667 so voi gach men cua cong ty khac, gia gach men Dacera la co the canh tranh 12.11 1.881 .469 .663 muc do chiet khau hap dan 12.80 1.624 .647 .542 gia thay doi linh hoat theo su bien dong cua thi truong 11.89 2.176 .416 .691 Reliability Statistics Cronbach's Alpha N of Items .724 4 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item- Total Correlation Cronbach's Alpha if Item Deleted mau ma san pham da dang 11.33 1.644 .484 .682 san pham co do cung tot 10.76 1.781 .484 .678 kich thuoc san pham luon co su dong deu 11.04 1.555 .640 .584 mau sac kho bi phai 10.99 1.832 .451 .696 Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp 7. Kiểm tra sự tương quan giữa biến phụ thuộc và từng biến độc lập Correlations kha nang tieu thu san pham gach men Dacera cao GIACK kha nang tieu thu san pham gach men Dacera cao Pearson Correlation 1 .386** Sig. (2-tailed) .000 N 150 150 GIACK Pearson Correlation .386** 1 Sig. (2-tailed) .000 N 150 150 **. Correlation is significant at the 0.01 level (2-tailed). Correlations kha nang tieu thu san pham gach men Dacera cao XTHH kha nang tieu thu san pham gach men Dacera cao Pearson Correlation 1 .457** Sig. (2-tailed) .000 N 150 150 XTHH Pearson Correlation .457** 1 Sig. (2-tailed) .000 N 150 150 **. Correlation is significant at the 0.01 level (2-tailed). Correlations kha nang tieu thu san pham gach men Dacera cao HDPP kha nang tieu thu san pham gach men Dacera cao Pearson Correlation 1 .547** Sig. (2-tailed) .000 N 150 150 HDPP Pearson Correlation .547** 1 Sig. (2-tailed) .000 N 150 150 **. Correlation is significant at the 0.01 level (2-tailed). Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp Correlations kha nang tieu thu san pham gach men Dacera cao NVBH kha nang tieu thu san pham gach men Dacera cao Pearson Correlation 1 .043 Sig. (2-tailed) .602 N 150 150 NVBH Pearson Correlation .043 1 Sig. (2-tailed) .602 N 150 150 Correlations kha nang tieu thu san pham gach men Dacera cao MMCL kha nang tieu thu san pham gach men Dacera cao Pearson Correlation 1 .337** Sig. (2-tailed) .000 N 150 150 MMCL Pearson Correlation .337** 1 Sig. (2-tailed) .000 N 150 150 **. Correlation is significant at the 0.01 level (2-tailed). 8. Hồi quy Model Summaryb Model R R Square Adjusted R Square Std. Error of the Estimate Durbin-Watson 1 .727a .528 .515 .374 1.969 a. Predictors: (Constant), XTHH, HDPP, GIACK, MMCL b. Dependent Variable: kha nang tieu thu san pham gach men Dacera cao ANOVAb Model Sum of Squares df Mean Square F Sig. 1 Regression 22.741 4 5.685 40.546 .000a Residual 20.332 145 .140 Total 43.073 149 a. Predictors: (Constant), XTHH, HDPP, GIACK, MMCL b. Dependent Variable: kha nang tieu thu san pham gach men Dacera cao Khóa luận tốt nghiệp GVHD: PGS.TS Nguyễn Khắc Hoàn SVTH: Đỗ Thu Ly – K42 QTKD Tổng hợp Coefficientsa Model Unstandardized Coefficients Standardized Coefficients t Sig. Collinearity Statistics B Std. Error Beta Tolerance VIF 1 (Constant) -1.355 .432 -3.140 .002 f2 .173 .077 .134 2.238 .027 .907 1.103 f3 .261 .073 .213 3.568 .000 .912 1.096 f4 .380 .067 .339 5.708 .000 .921 1.086 f5 .538 .071 .448 7.543 .000 .921 1.086 a. Dependent Variable: kha nang tieu thu san pham gach men Dacera cao Coefficientsa Model Unstandardized Coefficients Standardized Coefficients t Sig.B Std. Error Beta 1 (Constant) -1.355 .432 -3.140 .002 GIACK .261 .073 .213 3.568 .000 MMCL .173 .077 .134 2.238 .027 HDPP .538 .071 .448 7.543 .000 XTHH .380 .067 .339 5.708 .000 a. Dependent Variable: kha nang tieu thu san pham gach men Dacera cao