Kiểm định các nhân tố tác động trực tiếp đến hiệu quả quản trị bộ máy marketing của chuỗi cửa hàng tiện ích trên địa bàn TP. Hà Nội=Testing factors directly affecting the efficiency of marketing management at convenience store chains in Hanoi

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Tác giả: Bảo Ngọc Nguyễn

Ngôn ngữ: vie

Ký hiệu phân loại:

Thông tin xuất bản: Nghiên cứu Tài chính Kế toán, 2024

Mô tả vật lý: tr.75-79

Bộ sưu tập: Metadata

ID: 476598

Thêm vào giỏ

Bài viết vận dụng phương pháp kiểm định Cronbach’s Alpha, phân tích nhân tố khám phá EFA, phân tích nhân tố khẳng định CFA, hồi qui đa biến thang đo các nhân tố tác động trực tiếp đến hiệu quả quản trị bộ máy marketing dựa trên kết quả điều tra trắc nghiệm 205 nhà quản trị và nhà quản trị bán của các cửa hàng thành viên của chuỗi cửa hàng tiện ích trên địa bàn thành phố Hà Nội. Kết quả đã chỉ ra sự tác động thuận chiều, đáng kể của 3 nhân tố (được đo từ 20 thang đo) đến hiệu quả triển khai quản trị bộ máy marketing của chuỗi (được đo qua 5 thang đo) gồm: Hiệu quả triển khai các quá trình quản trị marketing chiến lược (mức tác động 0,241)
Hiệu quả triển khai và phối hợp các công cụ marketing - mix (mức tác động 0,370)
Hiệu quả sử dụng phối hợp các nguồn lực và phát triển các năng lực marketing cốt lõi (mức tác động 0,355). Từ thảo luận kết quả kiểm định và thống kê dữ liệu điều tra (trên thang likert 5 mức đánh giá) đã nhận dạng các hạn chế nổi bật trong triển khai quản trị 3 nhân tố tác động trực tiếp. Đồng thời cân nhắc xu hướng phát triển thị trường bán lẻ và điểu kiện triển khai quản trị marketing đã đề xuất một số hàm ý giải pháp hoàn thiện triển khai quản trị 3 nhân tố này nhằm tối đa hoá hiệu quả triển khai bộ máy quản trị marketing của chuỗi cửa hàng tiện ích trên địa bàn thành phố Hà Nội thời gian tới.The article applies Cronbach's Alpha testing method, EFA exploratory factor analysis, CFA confirmatory factor analysis, and multivariate regression scale to measure factors that directly impact the effectiveness of marketing management based on the result of a multiple-choice survey of 205 business managers and sales managers of convenience stores that are member of the chains in Hanoi city. The results showed the positive and significant impact of 3 factors (measured from 20 scales) on the effectiveness of implementing the chain's marketing apparatus management (measured through 5 scales), including Implementation efficiency of strategic marketing management processes (impact level 0.241)
Effective implementation and coordination of marketing - mix tools (impact level 0.370)
Effective coordinated use of resources and development of core marketing capabilities (impact level 0.355). From the discussion of test results and statistics of survey data (on a 5-level Likert scale), outstanding limitations in implementing the management of 3 direct impact factors have been identified. This is a practical basis when considering trends in retail market development business development, and marketing management to propose some implications for solutions to improve and enhance the effectiveness of managing these 3 factors, leading to maximise the effectiveness of implementing the marketing management apparatus of the convenience store chain in Hanoi City in the coming time.

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