Theo Peter Drucker \u2013 m\u1ed9t nh\u00e0 qu\u1ea3n tr\u1ecb h\u00e0ng \u0111\u1ea7u c\u1ee7a M\u1ef9 \u201c M\u1ee5c \u0111\u00edch c\u1ee7a m\u1ed9t \u0111\u01a1n v\u1ecb kinh doanh l\u00e0 t\u1ea1o ra kh\u00e1ch h\u00e0ng\u201d. Gi\u1eef kh\u00e1ch h\u00e0ng v\u00e0 t\u0103ng c\u01b0\u1eddng quan h\u1ec7 v\u1edbi h\u1ecd ph\u1ea3i tr\u1edf th\u00e0nh \u0111\u1ecbnh h\u01b0\u1edbng chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a c\u00e1c doanh nghi\u1ec7p. Vi\u1ec7c gi\u1eef kh\u00e1ch h\u00e0ng trung th\u00e0nh tr\u1edf n\u00ean quan tr\u1ecdng v\u00ec gi\u1eef kh\u00e1ch h\u00e0ng c\u0169 t\u1ed1n chi ph\u00ed \u00edt h\u01a1n t\u1ea1o kh\u00e1ch h\u00e0ng m\u1edbi. M\u1ea5t m\u1ed9t kh\u00e1ch h\u00e0ng l\u00e0 m\u1ea5t m\u1ed9t ngu\u1ed3n thu nh\u1eadp c\u1ee7a doanh nghi\u1ec7p. C\u00e1c doanh nghi\u1ec7p c\u1ea7n x\u00e1c \u0111\u1ecbnh t\u1ef7 l\u1ec7 gi\u1eef \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng trung th\u00e0nh. H\u1ecd c\u0169ng c\u1ea7n x\u00e1c \u0111\u1ecbnh nh\u1eefng nguy\u00ean nh\u00e2n l\u00e0m m\u1ea5t kh\u00e1ch h\u00e0ng v\u00e0 nh\u1eefng nguy\u00ean nh\u00e2n c\u00f3 th\u1ec3 d\u1ec5 kh\u1eafc ph\u1ee5c. H\u1ecd c\u0169ng c\u1ea7n \u01b0\u1edbc t\u00ednh thi\u1ec7t h\u1ea1i do m\u1ea5t kh\u00e1ch h\u00e0ng v\u1ec1 doanh s\u1ed1 v\u00e0 l\u1ee3i nhu\u1eadn. Cu\u1ed1i c\u00f9ng ng\u01b0\u1eddi kinh doanh ph\u1ea3i x\u00e1c \u0111\u1ecbnh c\u1ea7n l\u00e0m g\u00ec v\u1ec1 qu\u1ea3n tr\u1ecb quan h\u1ec7 kh\u00e1ch h\u00e0ng v\u00e0 c\u1ea7n \u0111\u1ea7u t\u01b0 chi ph\u00ed bao nhi\u00eau \u0111\u1ec3 kh\u00e1ch h\u00e0ng kh\u00f4ng b\u1ecf \u0111i. Qu\u1ea3n tr\u1ecb quan h\u1ec7 kh\u00e1ch h\u00e0ng ch\u00ednh l\u00e0 to\u00e0n b\u1ed9 c\u00e1c ho\u1ea1t \u0111\u1ed9ng kinh doanh nh\u1eb1m t\u1ea1o l\u1eadp v\u00e0 duy tr\u00ec quan h\u1ec7 d\u00e0i h\u1ea1n gi\u1eefa doanh nghi\u1ec7p v\u1edbi c\u00e1c kh\u00e1ch h\u00e0ng nh\u1eb1m th\u1ef1c hi\u1ec7n th\u00e0nh c\u00f4ng c\u00e1c m\u1ee5c ti\u00eau c\u1ee7a doanh nghi\u1ec7p.<\/p>\n\n\n\n
Kinh doanh th\u1ef1c ch\u1ea5t l\u00e0 qu\u00e1 tr\u00ecnh th\u1ef1c hi\u1ec7n c\u00e1c trao \u0111\u1ed5i t\u1ef1 nguy\u1ec7n gi\u1eefa doanh nghi\u1ec7p v\u00e0 kh\u00e1ch h\u00e0ng nh\u1eb1m \u0111\u1ea3m b\u1ea3o l\u1ee3i \u00edch mong mu\u1ed1n c\u1ee7a c\u1ea3 hai b\u00ean. Qu\u1ea3n tr\u1ecb quan h\u1ec7 kh\u00e1ch h\u00e0ng ph\u1ea3i t\u1ea1o ra \u0111\u01b0\u1ee3c l\u1ee3i th\u1ebf c\u1ea1nh tranh ph\u00e2n bi\u1ec7t cho doanh nghi\u1ec7p tr\u00ean th\u1ecb tr\u01b0\u1eddng. Mu\u1ed1n v\u1eady, doanh nghi\u1ec7p ph\u1ea3i t\u1ed5 ch\u1ee9c v\u00e0 th\u1ef1c hi\u1ec7n \u0111\u01b0\u1ee3c c\u00e1c ho\u1ea1t \u0111\u1ed9ng kinh doanh nh\u1eb1m t\u1ea1o ra v\u00e0 duy tr\u00ec quan h\u1ec7 d\u00e0i h\u1ea1n t\u1ed1t \u0111\u1eb9p v\u1edbi kh\u00e1ch h\u00e0ng. C\u00e1c doanh nghi\u1ec7p theo \u0111u\u1ed5i tri\u1ebft l\u00fd kinh doanh h\u01b0\u1edbng t\u1edbi x\u00e2y d\u1ef1ng quan h\u1ec7 ng\u01b0\u1eddi mua \u2013 ng\u01b0\u1eddi b\u00e1n d\u00e0i h\u1ea1n nh\u1edd hi\u1ec3u bi\u1ebft v\u00e0 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng t\u1ed1t h\u01a1n c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. Qu\u1ea3n tr\u1ecb kinh doanh hi\u1ec7n \u0111\u1ea1i th\u1ef1c ch\u1ea5t l\u00e0 qu\u1ea3n tr\u1ecb qu\u00e1 tr\u00ecnh gia t\u0103ng gi\u00e1 tr\u1ecb cho s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 theo h\u01b0\u1edbng ph\u00e1t tri\u1ec3n, duy tr\u00ec v\u00e0 t\u0103ng c\u01b0\u1eddng quan h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng. C\u00e1c doanh nghi\u1ec7p coi vi\u1ec7c b\u00e1n \u0111\u01b0\u1ee3c h\u00e0ng ho\u00e1 kh\u00f4ng ph\u1ea3i l\u00e0 k\u1ebft th\u00fac qu\u00e1 tr\u00ecnh kinh doanh m\u00e0 l\u00e0 b\u1eaft \u0111\u1ea7u c\u1ee7a qu\u00e1 tr\u00ecnh kinh doanh \u2013 qu\u00e1 tr\u00ecnh duy tr\u00ec quan h\u1ec7 gi\u1eefa doanh nghi\u1ec7p v\u00e0 kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n
Qu\u00e1 tr\u00ecnh x\u00e2y d\u1ef1ng v\u00e0 duy tr\u00ec c\u00e1c quan h\u1ec7 tr\u00ean th\u1ecb tr\u01b0\u1eddng li\u00ean quan \u0111\u1ebfn t\u1ea5t c\u1ea3 c\u00e1c ho\u1ea1t \u0111\u1ed9ng m\u00e0 doanh nghi\u1ec7p th\u1ef1c hi\u1ec7n \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o l\u1ee3i \u00edch \u0111a ph\u01b0\u01a1ng b\u1ec1n v\u1eefng trong m\u00f4i tr\u01b0\u1eddng kinh doanh to\u00e0n c\u1ea7u kh\u00f4ng ch\u1eafc ch\u1eafn hi\u1ec7n nay.<\/p>\n\n\n\n
Trong quan h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng, c\u00e1c nh\u00e0 kinh doanh chia th\u1ecb tr\u01b0\u1eddng th\u00e0nh c\u00e1c nh\u00f3m kh\u00e1ch h\u00e0ng nh\u1ecf v\u00e0 t\u1eadp trung v\u00e0o t\u1ea1o d\u1ef1ng quan h\u1ec7 v\u00e0 t\u00e1c \u0111\u1ed9ng qua l\u1ea1i v\u00ec gi\u00e1 tr\u1ecb c\u1ee7a m\u1ed1i quan h\u1ec7 t\u00e1c \u0111\u1ed9ng qua l\u1ea1i d\u00e0i h\u1ea1n \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n gi\u1eefa ng\u01b0\u1eddi mua v\u00e0 ng\u01b0\u1eddi b\u00e1n. Nghi\u00ean c\u1ee9u c\u1ee7a Frederick v\u00e0 Earl Sasser \u1edf tr\u01b0\u1eddng kinh doanh Harvard \u0111\u00e3 ch\u1ec9 ra ph\u1ea7n l\u1edbn kh\u00e1ch h\u00e0ng ch\u1ec9 mang l\u1ea1i l\u1ee3i nhu\u1eadn cho doanh nghi\u1ec7p v\u00e0o n\u0103m th\u1ee9 hai mua h\u00e0ng. \u0110\u00f3 l\u00e0 s\u1ef1 th\u1eadt, v\u00ec \u0111\u1ec3 t\u1ea1o \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng m\u1edbi, doanh nghi\u1ec7p ph\u1ea3i t\u1ed1n r\u1ea5t nhi\u1ec1u chi ph\u00ed. C\u00e1c doanh nghi\u1ec7p xem m\u1ed7i kh\u00e1ch h\u00e0ng nh\u01b0 m\u1ed9t \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng \u0111\u1ed3ng nh\u1ea5t nh\u1eb1m t\u1ed1i \u0111a ho\u00e1 m\u1ee9c \u0111\u1ed9 tho\u1ea3 m\u00e3n kh\u00e1ch h\u00e0ng. C\u00e1c c\u00f4ng ngh\u1ec7 m\u1edbi nh\u01b0 c\u00f4ng ngh\u1ec7 th\u00f4ng tin \u0111\u00e3 cho ph\u00e9p c\u00e1c doanh nghi\u1ec7p ra c\u00e1c quy\u1ebft \u0111\u1ecbnh kinh doanh t\u1eeb hi\u1ec3u bi\u1ebft nhi\u1ec1u h\u01a1n v\u1ec1 nhu c\u1ea7u v\u00e0 mong mu\u1ed1n c\u1ee7a c\u00e1c kh\u00e1ch h\u00e0ng ch\u1ee7 y\u1ebfu c\u1ee7a h\u1ecd.<\/p>\n\n\n\n
(PGS, TS Tr\u01b0\u01a1ng \u0110\u00ecnh Chi\u1ebfn – Gi\u00e1o tr\u00ecnh Qu\u1ea3n Tr\u1ecb Quan H\u1ec7 Kh\u00e1ch H\u00e0ng)<\/p>\n","protected":false},"excerpt":{"rendered":"
Theo Peter Drucker \u2013 m\u1ed9t nh\u00e0 qu\u1ea3n tr\u1ecb h\u00e0ng \u0111\u1ea7u c\u1ee7a M\u1ef9 \u201c M\u1ee5c \u0111\u00edch c\u1ee7a m\u1ed9t \u0111\u01a1n v\u1ecb kinh doanh l\u00e0 t\u1ea1o ra kh\u00e1ch h\u00e0ng\u201d. Gi\u1eef kh\u00e1ch h\u00e0ng v\u00e0 t\u0103ng c\u01b0\u1eddng quan h\u1ec7 v\u1edbi h\u1ecd ph\u1ea3i tr\u1edf th\u00e0nh \u0111\u1ecbnh h\u01b0\u1edbng chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a c\u00e1c doanh nghi\u1ec7p. Vi\u1ec7c gi\u1eef kh\u00e1ch h\u00e0ng trung th\u00e0nh tr\u1edf n\u00ean quan tr\u1ecdng v\u00ec gi\u1eef kh\u00e1ch h\u00e0ng c\u0169 t\u1ed1n chi … <\/p>\n","protected":false},"author":1,"featured_media":1060,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[101],"tags":[113],"class_list":["post-1137","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-crm","tag-quan-tri-quan-he-khach-hang","grid-sizer"],"_links":{"self":[{"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/posts\/1137","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/comments?post=1137"}],"version-history":[{"count":3,"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/posts\/1137\/revisions"}],"predecessor-version":[{"id":1142,"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/posts\/1137\/revisions\/1142"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/media\/1060"}],"wp:attachment":[{"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/media?parent=1137"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/categories?post=1137"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/tags?post=1137"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}