Xu hướng sử dụng dịch vụ cà phê nghỉ trưa của giới văn phòng tại khu vực Tp. Hồ Chí Minh

TRUONG f)�I HQC MO THANH PHO HO CHI MINH

KHOA QUAN TRJ KINH DOANH

TRAN THI NGA- 1254010313

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Ma so: ......... ..

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CHUYEN DE KHOA LUAN TOT NGHIEP

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XU HUONG SU DUNG

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DICH VU CA PHE NGHi TRUA CUA GIOI VAN PHONG

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TAI KHU VUC TP. HO CHI MINH . .

Nganh: Quan Tri Kinh Doanh

Chuyen nganh: Marketing

Giang vien hu6ng d�n: Th.s Ngo Thi Phuang Anh

Thanh ph6 H6 Chi Minh, Thang 4 nam 2016

NHAN XET CUA GIANG VIEN HUONG DAN

V

MUCLUC . .

MlJC LlJC ................................................................................................................ vi

DANH SACH BANG BIEU ................................................................................. viii

DANH sACH HINH ANH/ BIEU DO .................................................................. .ix

DANH sAcH cAc TU VIET TAT ......................................................................... x

PHAN 1: TONG QUAN .......................................................................................... I

I.I LYDOCHQNDE TAI ............................................................................ l

1.2 MlJC TIEU NGHIEN CUD ..................................................................... 2

1.3 PHVdNG PHAP NGHIEN CUD ............................................................ 2

1.4 P� VIV A DOI TVQNG NGHIEN CUD .......................................... 3

1.5 DONG GOP CUA DE TAI NGHIEN CUD ............................................. 3

1.6 KET cAu cuA BAO cAo NGHIEN cUD ........................................... 5

PHAN 2: Cd so LY THUYET VA MO HINH NGHIEN CUD ........................... 6

2.1 Cd SOL Y THUYET ................................................................................ 6

2 1 1 Ca a, 1 ' th :..t ve

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. . s y uye ha' nh v 1· ng ua' · 1t· 1eu " d' u ng ........................................ .. 6

2.1.2 Dich V\l ca phe nghi trua ....................................................................... 9

2.2 MO HINH NGHIEN CUD ..................................................................... 13

2.2.1 Mo hinh b�c thang nhu cfru Maslow ................................................... 13

2.2.2 Mo hinh thuy�t hanh d{mg hqp ly TRA ............................................. 15

2.2.3 Mo hinh ly thuy�t hanh vi dv dinh TPB .............................................. 16

2.3 cAc NGHIEN cUD VE DE TAI LIEN QUAN ................................... 17

2.4 MO HINH NG HIEN CUD DE NGHJ .................................................... 19

2.5 cAc GIA THUYET NGHIEN cUD ..................................................... 20

2.5.1 Y thuc bao v� sue khoe (Awareness of protect health) ....................... 20

2.5.2 Thai d◊ tieu dung (Consumer attitude) ............................................... 22

2.5 .3 Chu§.n mvc chu quan (Subjective norm) ............................................. 22

2.5.4 Ch�t luqng dich V\l (Service quality) .................................................. 23

2.5.5 Gia ca cam nh�n(Perceived price) ....................................................... 24

2.5.6 Ti�n ich dich V\l (Convenience) .......................................................... 25

PHAN 3: NQI DUNG ............................................................................................ 27

3.1 PHVdNG PHAP NGHIEN CUD .......................................................... 27

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