{"id":28970,"date":"2023-12-07T05:29:37","date_gmt":"2023-12-07T05:29:37","guid":{"rendered":"https:\/\/masterskills.org\/blog\/mo-hinh-chi-so-hai-long-khach-hang-cua-my-american-customer-satisfaction-index-acsi-la-gi.html"},"modified":"2023-12-23T06:07:33","modified_gmt":"2023-12-22T23:07:33","slug":"mo-hinh-chi-so-hai-long-khach-hang-cua-my-american-customer-satisfaction-index-acsi-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/mo-hinh-chi-so-hai-long-khach-hang-cua-my-american-customer-satisfaction-index-acsi-la-gi.html","title":{"rendered":"M\u00f4 h\u00ecnh ch\u1ec9 s\u1ed1 h\u00e0i l\u00f2ng kh\u00e1ch h\u00e0ng c\u1ee7a M\u1ef9 (American Customer Satisfaction Index – ACSI) l\u00e0 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh minh ho\u1ea1 (Ngu\u1ed3n: questionpro)<\/p>\n<\/div>\n<\/div>\n

M\u00f4 h\u00ecnh ch\u1ec9 s\u1ed1 h\u00e0i l\u00f2ng kh\u00e1ch h\u00e0ng c\u1ee7a M\u1ef9 – ACIS\u00a0(Fornell, 1996)<\/font><\/h2>\n

Kh\u00e1i ni\u1ec7m<\/b><\/p>\n

M\u00f4 h\u00ecnh ch\u1ec9 s\u1ed1 h\u00e0i l\u00f2ng kh\u00e1ch h\u00e0ng c\u1ee7a M\u1ef9<\/b> trong ti\u1ebfng Anh c\u00f3 t\u00ean g\u1ecdi l\u00e0\u00a0American Customer Satisfaction Index \u2013 ACSI.<\/b><\/p>\n

Trong m\u00f4 h\u00ecnh ch\u1ec9 s\u1ed1 h\u00e0i l\u00f2ng c\u1ee7a M\u1ef9 (ACSI)<\/b>, gi\u00e1 tr\u1ecb c\u1ea3m nh\u1eadn ch\u1ecbu t\u00e1c \u0111\u1ed9ng b\u1edfi ch\u1ea5t l\u01b0\u1ee3ng c\u1ea3m nh\u1eadn v\u00e0 s\u1ef1 mong \u0111\u1ee3i c\u1ee7a kh\u00e1ch h\u00e0ng. Khi \u0111\u00f3, s\u1ef1 mong \u0111\u1ee3i c\u1ee7a kh\u00e1ch h\u00e0ng c\u00f3 t\u00e1c \u0111\u1ed9ng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ch\u1ea5t l\u01b0\u1ee3ng c\u1ea3m nh\u1eadn.\u00a0<\/p>\n

Ch\u1ec9 s\u1ed1 h\u00e0i h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng bao g\u1ed3m c\u00e1c nh\u00e2n t\u1ed1 (bi\u1ebfn), m\u1ed7i nh\u00e2n t\u1ed1 \u0111\u01b0\u1ee3c c\u1ea5u th\u00e0nh t\u1eeb nhi\u1ec1u y\u1ebfu t\u1ed1 c\u1ee5 th\u1ec3 \u0111\u1eb7c tr\u01b0ng c\u1ee7a s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5.\u00a0<\/p>\n

S\u1ef1 h\u00e0i l\u00f2ng kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c \u0111\u1ecbnh ngh\u0129a nh\u01b0 l\u00e0 m\u1ed9t s\u1ef1 \u0111\u00e1nh gi\u00e1 to\u00e0n di\u1ec7n v\u1ec1 s\u1ef1 s\u1eed d\u1ee5ng m\u1ed9t d\u1ecbch v\u1ee5 ho\u1eb7c ho\u1ea1t \u0111\u1ed9ng sau b\u00e1n c\u1ee7a doanh nghi\u1ec7p v\u00e0 \u0111\u00e2y ch\u00ednh l\u00e0 \u0111i\u1ec3m c\u1ed1t l\u00f5i c\u1ee7a m\u00f4 h\u00ecnh CSI (m\u00f4 h\u00ecnh ch\u1ec9 s\u1ed1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng).\u00a0<\/p>\n

Xung quanh bi\u1ebfn s\u1ed1 n\u00e0y l\u00e0 h\u1ec7 th\u1ed1ng c\u00e1c m\u1ed1i quan h\u1ec7 nh\u00e2n qu\u1ea3 xu\u1ea5t ph\u00e1t t\u1eeb nh\u1eefng bi\u1ebfn s\u1ed1 kh\u1edfi t\u1ea1o nh\u01b0:<\/p>\n

S\u1ef1 mong \u0111\u1ee3i (expectations) c\u1ee7a kh\u00e1ch h\u00e0ng, h\u00ecnh \u1ea3nh doanh nghi\u1ec7p v\u00e0 s\u1ea3n ph\u1ea9m, ch\u1ea5t l\u01b0\u1ee3ng c\u1ea3m nh\u1eadn (perceived quality) v\u00e0 gi\u00e1 tr\u1ecb c\u1ea3m nh\u1eadn (perceived value) v\u1ec1 s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 k\u00e8m theo \u0111\u1ebfn c\u00e1c bi\u1ebfn s\u1ed1 k\u1ebft qu\u1ea3 c\u1ee7a s\u1ef1 h\u00e0i l\u00f2ng nh\u01b0 s\u1ef1 trung th\u00e0nh (customer loyalty) hay s\u1ef1 than phi\u1ec1n c\u1ee7a kh\u00e1ch h\u00e0ng (customer complaints).<\/p>\n

M\u00f4 h\u00ecnh ch\u1ec9 s\u1ed1 h\u00e0i l\u00f2ng kh\u00e1ch h\u00e0ng c\u1ee7a M\u1ef9<\/b><\/p>\n

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– S\u1ef1 mong \u0111\u1ee3i (Expectations)<\/b><\/p>\n

Th\u1ec3 hi\u1ec7n m\u1ee9c \u0111\u1ed9 ch\u1ea5t l\u01b0\u1ee3ng m\u00e0 kh\u00e1ch h\u00e0ng mong \u0111\u1ee3i nh\u1eadn \u0111\u01b0\u1ee3c, c\u00e1c th\u00f4ng s\u1ed1 \u0111o l\u01b0\u1eddng s\u1ef1 mong \u0111\u1ee3i g\u1eafn li\u1ec1n v\u1edbi nh\u1eefng th\u00f4ng s\u1ed1 c\u1ee7a h\u00ecnh \u1ea3nh v\u00e0 ch\u1ea5t l\u01b0\u1ee3ng c\u1ea3m nh\u1eadn c\u1ee7a s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5.\u00a0<\/p>\n

\u0110\u00e2y l\u00e0 k\u1ebft qu\u1ea3 c\u1ee7a kinh nghi\u1ec7m ti\u00eau d\u00f9ng tr\u01b0\u1edbc \u0111\u00f3 ho\u1eb7c th\u00f4ng tin th\u00f4ng qua nh\u1eefng k\u00eanh truy\u1ec1n th\u00f4ng \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5.\u00a0<\/p>\n

Tr\u00ean th\u1ef1c t\u1ebf, mong \u0111\u1ee3i c\u00e0ng cao th\u00ec c\u00e0ng d\u1ec5 c\u00f3 kh\u1ea3 n\u0103ng d\u1eabn \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua nh\u01b0ng mong \u0111\u1ee3i c\u00e0ng cao th\u00ec kh\u1ea3 n\u0103ng doanh nghi\u1ec7p th\u1ecfa m\u00e3n kh\u00e1ch h\u00e0ng \u0111\u00f3 c\u00e0ng kh\u00f3.<\/p>\n

– Ch\u1ea5t l\u01b0\u1ee3ng c\u1ea3m nh\u1eadn (Perceived quality)<\/b><\/p>\n

Ch\u1ea5t l\u01b0\u1ee3ng c\u1ea3m nh\u1eadn c\u00f3 th\u1ec3 hi\u1ec3u l\u00e0 s\u1ef1 \u0111\u00e1nh gi\u00e1 c\u1ee7a kh\u00e1ch h\u00e0ng khi s\u1eed d\u1ee5ng d\u1ecbch v\u1ee5 \u0111\u01b0\u1ee3c cung c\u1ea5p b\u1edfi doanh nghi\u1ec7p, c\u00f3 th\u1ec3 l\u00e0 trong ho\u1eb7c sau khi s\u1eed d\u1ee5ng.\u00a0<\/p>\n

D\u1ec5 d\u00e0ng nh\u1eadn th\u1ea5y, khi s\u1ef1 mong \u0111\u1ee3i c\u00e0ng cao th\u00ec ti\u00eau chu\u1ea9n v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng c\u1ea3m nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p s\u1ebd c\u00e0ng cao v\u00e0 ng\u01b0\u1ee3c l\u1ea1i. Do v\u1eady y\u1ebfu t\u1ed1 n\u00e0y c\u0169ng ch\u1ecbu t\u00e1c \u0111\u1ed9ng c\u1ee7a c\u1ea3 y\u1ebfu t\u1ed1 s\u1ef1 mong \u0111\u1ee3i.<\/p>\n

– Gi\u00e1 tr\u1ecb c\u1ea3m nh\u1eadn (Perceived value)<\/b><\/p>\n

C\u00e1c nghi\u00ean c\u1ee9u v\u1ec1 l\u00ed thuy\u1ebft cho th\u1ea5y, s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng ph\u1ee5 thu\u1ed9c v\u00e0o gi\u00e1 tr\u1ecb c\u1ea3m nh\u1eadn c\u1ee7a h\u00e0ng h\u00f3a v\u00e0 d\u1ecbch v\u1ee5.\u00a0<\/p>\n

Gi\u00e1 tr\u1ecb l\u00e0 m\u1ee9c \u0111\u1ed9 \u0111\u00e1nh gi\u00e1\/ c\u1ea3m nh\u1eadn \u0111\u1ed1i v\u1edbi ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m so v\u1edbi gi\u00e1 ph\u1ea3i tr\u1ea3 ho\u1eb7c ph\u01b0\u01a1ng di\u1ec7n “gi\u00e1 tr\u1ecb kh\u00f4ng ch\u1ec9 b\u1eb1ng ti\u1ec1n” m\u00e0 kh\u00e1ch h\u00e0ng ti\u00eau d\u00f9ng s\u1ea3n ph\u1ea9m \u0111\u00f3.\u00a0<\/p>\n

Gi\u00e1 tr\u1ecb d\u00e0nh cho kh\u00e1ch h\u00e0ng l\u00e0 ch\u00eanh l\u1ec7ch gi\u1eefa t\u1ed5ng gi\u00e1 tr\u1ecb m\u00e0 kh\u00e1ch h\u00e0ng nh\u1eadn \u0111\u01b0\u1ee3c v\u00e0 t\u1ed5ng chi ph\u00ed m\u00e0 kh\u00e1ch h\u00e0ng ph\u1ea3i tr\u1ea3 v\u1ec1 m\u1ed9t s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 n\u00e0o \u0111\u00f3.<\/p>\n

– S\u1ef1 trung th\u00e0nh (Loyalty) v\u00e0 S\u1ef1 than phi\u1ec1n (Complaints)<\/b><\/p>\n

S\u1ef1 trung th\u00e0nh v\u00e0 s\u1ef1 than phi\u1ec1n l\u00e0 hai bi\u1ebfn s\u1ed1 cu\u1ed1i c\u00f9ng trong m\u00f4 h\u00ecnh v\u00e0 mang t\u00ednh quy\u1ebft \u0111\u1ecbnh \u0111\u1ebfn s\u1ef1 t\u1ed3n vong c\u1ee7a doanh nghi\u1ec7p trong t\u01b0\u01a1ng lai.\u00a0<\/p>\n

S\u1ef1 trung th\u00e0nh \u0111\u01b0\u1ee3c \u0111o l\u01b0\u1eddng b\u1edfi \u00fd \u0111\u1ecbnh ti\u1ebfp t\u1ee5c mua, l\u00f2ng tin v\u00e0 s\u1ef1 gi\u1edbi thi\u1ec7u v\u1edbi ng\u01b0\u1eddi kh\u00e1c v\u1ec1 s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 m\u00e0 h\u1ecd \u0111ang d\u00f9ng.\u00a0<\/p>\n

Ng\u01b0\u1ee3c l\u1ea1i v\u1edbi s\u1ef1 trung th\u00e0nh l\u00e0 s\u1ef1 than phi\u1ec1n, khi kh\u00e1ch h\u00e0ng kh\u00f4ng h\u00e0i l\u00f2ng v\u1edbi s\u1ea3n ph\u1ea9m d\u1ecbch v\u1ee5 so v\u1edbi nh\u1eefng mong mu\u1ed1n c\u1ee7a h\u1ecd.\u00a0<\/p>\n

S\u1ef1 trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c xem nh\u01b0 m\u1ed9t t\u00e0i s\u1ea3n c\u1ee7a doanh nghi\u1ec7p, v\u00ec v\u1eady, c\u00e1c doanh nghi\u1ec7p c\u1ea7n ph\u1ea3i t\u1ea1o ra s\u1ef1 h\u00e0i l\u00f2ng \u0111\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng, n\u00e2ng cao s\u1ef1 trung th\u00e0nh c\u1ee7a h\u1ecd \u0111\u1ed1i v\u1edbi c\u00f4ng ty. \u00a0 \u00a0<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: C\u00e1c m\u00f4 h\u00ecnh nghi\u00ean c\u1ee9u s\u1ef1 h\u00e0i l\u00f2ng, \u0110\u1ea1i h\u1ecdc Duy T\u00e2n) \u00a0\u00a0<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n Trong m\u00f4 h\u00ecnh ch\u1ec9 s\u1ed1 h\u00e0i l\u00f2ng c\u1ee7a M\u1ef9 (ti\u1ebfng Anh: American Customer Satisfaction Index), gi\u00e1 tr\u1ecb c\u1ea3m nh\u1eadn ch\u1ecbu t\u00e1c \u0111\u1ed9ng b\u1edfi ch\u1ea5t l\u01b0\u1ee3ng c\u1ea3m nh\u1eadn v\u00e0 s\u1ef1 mong \u0111\u1ee3i c\u1ee7a kh\u00e1ch h\u00e0ng.\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[416],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/28970"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=28970"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/28970\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=28970"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=28970"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=28970"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}