{"id":8711,"date":"2022-01-12T08:31:00","date_gmt":"2022-01-12T01:31:00","guid":{"rendered":"http:\/\/jjhcsj.com\/?p=8711"},"modified":"2022-01-12T08:31:00","modified_gmt":"2022-01-12T01:31:00","slug":"dich-vu-giao-hang-truc-tuyen-va-am-thuc-cao-cap-su-ket-hop-tiem-nang-thoi-ki-hau-covid-19-tai-viet-nam","status":"publish","type":"post","link":"https:\/\/jjhcsj.com\/dich-vu-giao-hang-truc-tuyen-va-am-thuc-cao-cap-su-ket-hop-tiem-nang-thoi-ki-hau-covid-19-tai-viet-nam\/","title":{"rendered":"D\u1ecaCH V\u1ee4 GIAO H\u00c0NG TR\u1ef0C TUY\u1ebeN V\u00c0 \u1ea8M TH\u1ef0C CAO C\u1ea4P  S\u1ef0 K\u1ebeT H\u1ee2P TI\u1ec0M N\u0102NG TH\u1edcI K\u00cc H\u1eacU COVID-19 T\u1ea0I VI\u1ec6T NAM"},"content":{"rendered":"<p style=\"text-align: center;\"><strong>D\u1ecaCH V\u1ee4 GIAO H\u00c0NG TR\u1ef0C TUY\u1ebeN V\u00c0 \u1ea8M TH\u1ef0C CAO C\u1ea4P <\/strong><\/p>\n<p style=\"text-align: center;\"><strong>S\u1ef0 K\u1ebeT H\u1ee2P TI\u1ec0M N\u0102NG TH\u1edcI K\u00cc H\u1eacU COVID-19 T\u1ea0I VI\u1ec6T NAM<\/strong><\/p>\n<p style=\"text-align: center;\"><em>Ph\u1ea1m Xu\u00e2n Quy\u1ebft<sup>1*<\/sup>, L\u00ea Th\u1ecb Ki\u1ec1u Oanh<sup>1<\/sup>, L\u00ea Th\u1ecb Lan Anh<sup>1<\/sup>, L\u00ea Th\u1ecb Minh Anh<sup>1<\/sup>, <\/em><\/p>\n<p style=\"text-align: center;\"><em>Nguy\u1ec5n Th\u1ecb Ng\u1ecdc Sang<sup>1<\/sup>, Nguy\u1ec5n Thanh H\u1ea3o<sup>1<\/sup><\/em><\/p>\n<p style=\"text-align: center;\"><em><sup>1 <\/sup><\/em><em>Tr\u01b0\u1eddng \u0110\u1ea1i h\u1ecdc Th\u1ee7y L\u1ee3i &#8211; Ph\u00e2n hi\u1ec7u Mi\u1ec1n Nam, TPHCM<\/em><\/p>\n<p style=\"text-align: center;\"><em>* <\/em><a href=\"mailto:phamxuanquyet@tlus.jjhcsj.com\"><em>phamxuanquyet@tlus.jjhcsj.com<\/em><\/a><\/p>\n<h1 style=\"text-align: justify;\"><a name=\"_Toc86524408\"><\/a><strong>T\u00f3m t\u1eaft<\/strong><\/h1>\n<p style=\"text-align: justify;\">D\u1ecbch v\u1ee5 giao h\u00e0ng tr\u1ef1c tuy\u1ebfn \u0111ang tr\u1edf n\u00ean r\u1ea5t th\u1ecbnh h\u00e0nh, \u0111\u1eb7c bi\u1ec7t l\u00e0 trong v\u00e0 sau th\u1eddi k\u00ec \u0111\u1ea1i d\u1ecbch Covid-19. \u0110\u00e2y l\u00e0 c\u01a1 h\u1ed9i d\u00e0nh cho nh\u1eefng doanh nghi\u1ec7p kinh doanh \u0103n u\u1ed1ng (F&amp;B) duy tr\u00ec ho\u1ea1t \u0111\u1ed9ng trong m\u00f9a d\u1ecbch. B\u00e0i vi\u1ebft n\u00e0y nghi\u00ean c\u1ee9u tr\u00ean th\u1ecb tr\u01b0\u1eddng d\u1ecbch v\u1ee5 \u0103n u\u1ed1ng cao c\u1ea5p khi k\u1ebft h\u1ee3p v\u1edbi giao h\u00e0ng tr\u1ef1c tuy\u1ebfn trong b\u1ed1i c\u1ea3nh h\u1eadu Covid. S\u1ef1 k\u1ebft h\u1ee3p n\u00e0y c\u00f2n kh\u00e1 m\u1edbi m\u1ebb v\u1edbi \u1ea9m th\u1ef1c cao c\u1ea5p b\u1edfi v\u00ec kh\u00e1ch h\u00e0ng \u0111\u00e3 qu\u00e1 quen thu\u1ed9c v\u1edbi c\u00e1ch ph\u1ee5c v\u1ee5 truy\u1ec1n th\u1ed1ng t\u1ea1i nh\u00e0 h\u00e0ng. Nghi\u00ean c\u1ee9u t\u1eadp trung \u0111\u00e1nh gi\u00e1 th\u1ef1c tr\u1ea1ng vi\u1ec7c k\u1ebft h\u1ee3p ng\u00e0nh \u1ea9m th\u1ef1c cao c\u1ea5p v\u1edbi d\u1ecbch v\u1ee5 giao h\u00e0ng tr\u1ef1c tuy\u1ebfn th\u00f4ng qua vi\u1ec7c t\u1ed5ng h\u1ee3p t\u00e0i li\u1ec7u li\u00ean quan v\u00e0 \u0111\u1ec1 ra m\u1ed9t s\u1ed1 h\u01b0\u1edbng \u0111i m\u1edbi cho ng\u00e0nh d\u1ecbch v\u1ee5 ti\u1ec1m n\u0103ng n\u00e0y.<\/p>\n<p style=\"text-align: justify;\"><strong><em>T\u1eeb kh\u00f3a:<\/em><\/strong><em> \u1ea8m th\u1ef1c cao c\u1ea5p, d\u1ecbch v\u1ee5 giao h\u00e0ng tr\u1ef1c tuy\u1ebfn, h\u1eadu Covid-19, Vi\u1ec7t Nam<\/em>.<\/p>\n<ol style=\"text-align: justify;\">\n<li><a name=\"_Toc86524409\"><\/a> <strong>Gi\u1edbi thi\u1ec7u chung<\/strong><\/li>\n<\/ol>\n<p style=\"text-align: justify;\">Trong nh\u1eefng n\u0103m g\u1ea7n \u0111\u00e2y, v\u1edbi s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh v\u00e0 m\u1ea1ng internet \u0111\u00e3 gi\u00fap cho d\u1ecbch v\u1ee5 giao \u0111\u1ed3 \u0103n tr\u1ef1c tuy\u1ebfn \u1edf Vi\u1ec7t Nam ng\u00e0y c\u00e0ng t\u0103ng tr\u01b0\u1edfng (Ho\u00e0ng D\u01b0\u01a1ng, 2019; Minh D\u0169ng, 2018). Nhanh nh\u1ea1y tr\u01b0\u1edbc c\u01a1 h\u1ed9i kinh doanh m\u1edbi l\u1ea1, ch\u1ec9 trong m\u1ed9t \u0111\u1ebfn hai n\u0103m qua, th\u1ecb tr\u01b0\u1eddng giao \u0111\u1ed3 \u0103n nhanh t\u1ea1i Vi\u1ec7t Nam \u0111\u00f3n nh\u1eadn r\u1ea5t nhi\u1ec1u t\u00ean tu\u1ed5i m\u1edbi nh\u01b0 Grab, Be, Gojek, Now, hay Baemin \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c nhu c\u1ea7u \u0111a d\u1ea1ng kh\u00e1c nhau c\u1ee7a kh\u00e1ch h\u00e0ng (Nguy\u1ec5n Mai, 2020). Kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau c\u1ee7a d\u1ecbch v\u1ee5 \u0111\u1eb7t giao \u0111\u1ed3 \u0103n \u0111a ph\u1ea7n l\u00e0 ng\u01b0\u1eddi tr\u1ebb t\u1eeb h\u1ecdc sinh, sinh vi\u00ean, d\u00e2n v\u0103n ph\u00f2ng hay \u0111\u1ebfn c\u1ea3 nh\u1eefng b\u00e0 n\u1ed9i tr\u1ee3. Nh\u00f3m kh\u00e1ch h\u00e0ng n\u00e0y th\u00e0nh th\u1ea1o c\u00f4ng ngh\u1ec7, th\u00edch nh\u1eefng tr\u1ea3i nghi\u1ec7m m\u1edbi l\u1ea1. Xu h\u01b0\u1edbng n\u00e0y c\u00f3 th\u1ec3 nh\u00ecn th\u1ea5y r\u00f5 r\u00e0ng nh\u1ea5t t\u1ea1i c\u00e1c th\u00e0nh ph\u1ed1 l\u1edbn hi\u1ec7n \u0111\u1ea1i nh\u01b0 H\u00e0 N\u1ed9i, Th\u00e0nh ph\u1ed1 H\u1ed3 Ch\u00ed Minh v\u00e0 c\u00e1c t\u1ec9nh th\u00e0nh kh\u00e1c, n\u01a1i t\u1eadp trung nhi\u1ec1u c\u00f4ng ty v\u1ec1 d\u1ecbch v\u1ee5 tr\u1ef1c tuy\u1ebfn, c\u00f4ng ngh\u1ec7 cao (M\u1ef9 H\u1ea3o, 2021). Ch\u00ednh nh\u1edd kh\u1ea3 n\u0103ng ph\u1ee5c v\u1ee5 l\u01b0\u1ee3ng l\u1edbn kh\u00e1ch h\u00e0ng, ng\u00e0nh d\u1ecbch v\u1ee5 \u0111\u1eb7t m\u00f3n v\u00e0 giao h\u00e0ng qua \u1ee9ng d\u1ee5ng ng\u00e0y m\u1ed9t ph\u00e1t tri\u1ec3n v\u00e0 thay \u0111\u1ed5i c\u00e1ch th\u1ee9c mua b\u00e1n c\u1ee7a th\u1ecb tr\u01b0\u1eddng nhanh ch\u00f3ng. Th\u1ecb tr\u01b0\u1eddng giao \u0111\u1ed3 \u0103n tr\u1ef1c tuy\u1ebfn t\u1ea1i Vi\u1ec7t Nam c\u00f3 gi\u00e1 tr\u1ecb quy m\u00f4 33 tri\u1ec7u USD trong n\u0103m 2018, d\u1ef1 ki\u1ebfn s\u1ebd \u0111\u1ea1t quy m\u00f4 kho\u1ea3ng 38 tri\u1ec7u USD v\u00e0o n\u0103m 2020 v\u00e0 duy tr\u00ec m\u1ee9c t\u0103ng tr\u01b0\u1edfng b\u00ecnh qu\u00e2n 11% trong 5 n\u0103m t\u1edbi (Ph\u01b0\u01a1ng Nhung, 2018).<\/p>\n<p style=\"text-align: justify;\">T\u1eeb khi \u0111\u1ea1i d\u1ecbch Covid-19 xu\u1ea5t hi\u1ec7n, d\u1ecbch v\u1ee5 giao \u0111\u1ed3 \u0103n tr\u1ef1c tuy\u1ebfn tr\u1edf th\u00e0nh d\u1ecbch v\u1ee5 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng ph\u1ed5 bi\u1ebfn (PwC, 2021). Theo B\u00e1o Thanh ni\u00ean (2021), c\u00e1c nh\u00e0 h\u00e0ng cung c\u1ea5p c\u00e1c m\u00f3n \u0103n kh\u00e1c nhau cho th\u1ef1c kh\u00e1ch th\u00f4ng qua c\u00e1c \u1ee9ng d\u1ee5ng tr\u00ean \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh m\u1ed9t c\u00e1ch nhanh ch\u00f3ng, ti\u1ec7n d\u1ee5ng v\u00e0 \u0111a d\u1ea1ng. Tr\u01b0\u1edbc t\u00e1c \u0111\u1ed9ng c\u1ee7a d\u1ecbch b\u1ec7nh khi\u1ebfn ng\u01b0\u1eddi d\u00e2n ng\u1ea1i \u0111\u1ebfn nh\u1eefng n\u01a1i \u0111\u00f4ng \u0111\u00fac nh\u01b0 qu\u00e1n \u0103n, nh\u00e0 h\u00e0ng b\u00e1n \u0111\u1ed3 \u0103n online nh\u01b0 m\u1ed9t gi\u1ea3i ph\u00e1p \u201cs\u1ed1ng chung v\u1edbi l\u0169\u201d \u0111\u01b0\u1ee3c nhi\u1ec1u nh\u00e0 h\u00e0ng, qu\u00e1n \u0103n l\u1ef1a ch\u1ecdn \u0111\u1ec3 ho\u1ea1t \u0111\u1ed9ng trong m\u00f9a d\u1ecbch. D\u1ecbch b\u1ec7nh \u0111\u00e3 l\u00e0m thay \u0111\u1ed5i th\u00f3i quen ti\u00eau d\u00f9ng c\u1ee7a ng\u01b0\u1eddi d\u00e2n (B\u1ed9 C\u00f4ng th\u01b0\u01a1ng, 2021), \u0111i\u1ec1u \u0111\u00f3 c\u0169ng \u0111\u1ed3ng ngh\u0129a v\u1edbi vi\u1ec7c nhi\u1ec1u doanh nghi\u1ec7p, nh\u00e0 h\u00e0ng ph\u1ea3i ch\u1ecdn chuy\u1ec3n h\u01b0\u1edbng sang h\u00ecnh th\u1ee9c kinh doanh tr\u1ef1c tuy\u1ebfn (online) \u0111\u1ec3 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u kh\u00e1ch h\u00e0ng v\u00e0 duy tr\u00ec doanh thu do l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng \u0111\u1ebfn \u0103n gi\u1ea3m s\u00fat. \u0110\u1ea1i d\u1ecbch x\u1ea3y ra khi\u1ebfn kh\u00f4ng \u00edt c\u00e1c qu\u00e1n \u0103n, nh\u00e0 h\u00e0ng \u0111ang ph\u1ea3i \u0111i\u00eau \u0111\u1ee9ng v\u00ec b\u1ecb \u0111\u00f3ng c\u1eeda, h\u1ea1n ch\u1ebf gi\u1edd m\u1edf c\u1eeda su\u1ed1t nhi\u1ec1u th\u00e1ng (Phan Anh, 2021). C\u00e1c nh\u00e0 h\u00e0ng \u1ea9m th\u1ef1c sang tr\u1ecdng \u0111\u01b0\u1ee3c g\u1eafn sao c\u0169ng kh\u00f4ng ph\u1ea3i ngo\u1ea1i l\u1ec7. Ng\u00e0nh \u1ea9m th\u1ef1c cao c\u1ea5p c\u0169ng \u0111ang ph\u1ea3i d\u1ea7n thay \u0111\u1ed5i c\u00e1ch th\u1ee9c ho\u1ea1t \u0111\u1ed9ng \u0111\u1ec3 c\u00f3 th\u1ec3 ti\u1ebfp t\u1ee5c tr\u1ee5 l\u1ea1i tr\u01b0\u1edbc s\u1ef1 bi\u1ebfn \u0111\u1ed9ng c\u1ee7a th\u1ecb tr\u01b0\u1eddng khi xu h\u01b0\u1edbng \u1ea9m th\u1ef1c t\u1ea1i gia \u0111ang \u0111\u01b0\u1ee3c \u01b0a chu\u1ed9ng.<\/p>\n<p style=\"text-align: justify;\">Khi kh\u00e1ch h\u00e0ng lo l\u1eafng v\u1ec1 m\u1ee9c \u0111\u1ed9 an to\u00e0n n\u01a1i c\u00f4ng c\u1ed9ng th\u00ec nhu c\u1ea7u t\u1ed5 ch\u1ee9c ti\u1ec7c t\u1ea1i gia s\u1ebd t\u0103ng cao trong t\u01b0\u01a1ng lai, gi\u00fap c\u00e1c doanh nghi\u1ec7p ho\u00e0n thi\u1ec7n v\u00e0 ph\u00e1t tri\u1ec3n d\u1ecbch v\u1ee5 \u201ccatering\u201d (ph\u1ee5c v\u1ee5 ti\u1ec7c t\u1ea1i n\u01a1i y\u00eau c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng) \u0111\u1ec3 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u trong t\u00ecnh h\u00ecnh m\u1edbi (iPOS, 2021). Theo Nhamo, Dube, and Chikodzi (2020), b\u00e1n h\u00e0ng cho kh\u00e1ch mang \u0111i v\u1ed1n kh\u00f4ng ph\u1ea3i l\u00e0 ph\u01b0\u01a1ng th\u1ee9c kinh doanh quen thu\u1ed9c c\u1ee7a c\u00e1c \u201cnh\u00e0 h\u00e0ng c\u00f3 sao\u201d. C\u00e1c \u0111\u1ea7u b\u1ebfp t\u1ea1i \u0111\u00e2y ch\u1ec9 quen ph\u1ee5c v\u1ee5 th\u1ef1c kh\u00e1ch th\u01b0\u1edfng th\u1ee9c t\u1ea1i ch\u1ed7, m\u00f3n \u0103n \u0111\u01b0\u1ee3c b\u00e0y bi\u1ec7n tinh t\u1ebf, trang tr\u00ed \u0111\u1eb9p m\u1eaft trong khung c\u1ea3nh nh\u00e0 h\u00e0ng sang tr\u1ecdng, l\u1ecbch l\u00e3m. Th\u1ebf nh\u01b0ng v\u1edbi Covid-19 \u0111\u00e3 cho th\u1ea5y d\u01b0\u1eddng nh\u01b0 \u201ckh\u00f4ng g\u00ec l\u00e0 kh\u00f4ng th\u1ec3 x\u1ea3y ra\u201d. Ng\u00e0nh \u1ea9m th\u1ef1c cao c\u1ea5p s\u1ebd ph\u1ea3i d\u1ea7n c\u1ea3i ti\u1ebfn \u0111\u1ec3 th\u00edch nghi v\u1edbi bi\u1ebfn \u0111\u1ed9ng c\u1ee7a th\u1ecb tr\u01b0\u1eddng v\u00e0 nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng (Dube, Nhamo, &amp; Chikodzi, 2021).<\/p>\n<ol style=\"text-align: justify;\" start=\"2\">\n<li><a name=\"_Toc86524410\"><\/a> <strong>T\u1ed5ng quan<\/strong><strong> nghi\u00ean c\u1ee9u<\/strong><\/li>\n<\/ol>\n<h2 style=\"text-align: justify;\"><strong><em>2.1. <\/em><\/strong><strong><em>Th\u00e1p nhu c\u1ea5u c\u1ee7a Maslow v\u00e0 thay \u0111\u1ed5i h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng m\u00f9a d\u1ecbch<\/em><\/strong><\/h2>\n<p style=\"text-align: justify;\">Theo th\u00e1p nhu c\u1ea7u c\u1ee7a Maslow (bao g\u1ed3m nhu c\u1ea7u sinh l\u00fd, nhu c\u1ea7u an to\u00e0n, nhu c\u1ea7u thu\u1ed9c v\u1ec1 y\u00eau th\u01b0\u01a1ng, nhu c\u1ea7u t\u00f4n tr\u1ecdng ho\u1eb7c \u0111\u01b0\u1ee3c t\u00f4n tr\u1ecdng, nhu c\u1ea7u t\u1ef1 hi\u1ec7n th\u1ef1c h\u00f3a) trong th\u1eddi k\u00ec d\u1ecbch b\u1ec7nh Covid-19 d\u01b0\u1eddng nh\u01b0 khi\u1ebfn cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng quay v\u1ec1 nh\u1eefng m\u1ee9c ban \u0111\u1ea7u (Duygun, 2020). Nhu c\u1ea7u sinh l\u00fd trong h\u1ec7 th\u1ed1ng ph\u00e2n c\u1ea5p nhu c\u1ea7u Maslow l\u00e0 c\u00e1c y\u00eau c\u1ea7u sinh h\u1ecdc \u0111\u1ec3 con ng\u01b0\u1eddi c\u00f3 th\u1ec3 t\u1ed3n t\u1ea1i, nh\u01b0 nhu c\u1ea7u v\u1ec1 \u0103n, u\u1ed1ng \u0111\u01b0\u1ee3c quan t\u00e2m nhi\u1ec1u nh\u1ea5t. Trong t\u00ecnh h\u00ecnh \u0111\u1ea1i d\u1ecbch, ng\u01b0\u1eddi d\u00e2n kh\u00f4ng th\u1ec3 ra \u0111\u01b0\u1eddng v\u00e0 kh\u00f4ng th\u1ec3 t\u1ef1 mua \u0111\u01b0\u1ee3c l\u01b0\u01a1ng th\u1ef1c, th\u1ef1c ph\u1ea9m. V\u00ec v\u1eady, nhu c\u1ea7u \u0111\u1eb7t h\u00e0ng ng\u00e0y c\u00e0ng nhi\u1ec1u \u0111\u1ec3 \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c ngu\u1ed3n n\u0103ng l\u01b0\u1ee3ng, s\u1ee9c kh\u1ecfe cho b\u1ea3n th\u00e2n l\u00e0 r\u1ea5t cao (Suh, Horvitz, White, &amp; Althoff, 2021). N\u1ebfu kh\u00f4ng \u0111\u00e1p \u1ee9ng c\u00e1c y\u00eau c\u1ea7u n\u00e0y, c\u01a1 th\u1ec3 con ng\u01b0\u1eddi kh\u00f4ng th\u1ec3 ch\u1ea5p nh\u1eadn nhu c\u1ea7u sinh l\u00fd quan tr\u1ecdng nh\u1ea5t, tr\u1eeb khi c\u00e1c nhu c\u1ea7u n\u00e0y \u1edf m\u1ee9c \u0111\u01b0\u1ee3c \u0111\u00e1p \u1ee9ng, \u00f4ng cho r\u1eb1ng t\u1ea5t c\u1ea3 nhu c\u1ea7u kh\u00e1c \u0111\u1ec1u tr\u1edf th\u00e0nh th\u1ee9 y\u1ebfu. Quan h\u1ec7 th\u1ed1ng ph\u00e2n c\u1ea5p nhu c\u1ea7u Maslow, ta c\u00f3 th\u1ec3 th\u1ea5y v\u1ec1 nhu c\u1ea7u m\u1ee5c ti\u00eau c\u1ee7a c\u00e1 nh\u00e2n h\u1ecd r\u1ea5t quan tr\u1ecdng. Nh\u01b0ng trong kho\u1ea3ng th\u1eddi gian t\u1edbi, x\u00e3 h\u1ed9i \u201cb\u00ecnh th\u01b0\u1eddng m\u1edbi\u201d th\u00ec th\u00f3i quen c\u1ee7a con ng\u01b0\u1eddi c\u00f3 th\u1ec3 s\u1ebd thay \u0111\u1ed5i (Loxton et al., 2020). B\u00ean c\u1ea1nh nhu c\u1ea7u \u0103n u\u1ed1ng c\u01a1 b\u1ea3n, v\u1eabn c\u00f3 m\u1ed9t b\u1ed9 ph\u1eadn ng\u01b0\u1eddi d\u00e2n y\u00eau c\u1ea7u ch\u1ea5t l\u01b0\u1ee3ng cao h\u01a1n v\u1ec1 \u0111\u1ed3 \u0103n \u0111\u1ec3 th\u1ec3 hi\u1ec7n \u0111\u01b0\u1ee3c c\u00e1i t\u00f4i c\u00e1 nh\u00e2n, ngay c\u1ea3 trong th\u1eddi k\u00ec d\u1ecbch b\u1ec7nh. V\u00ec v\u1eady, vi\u1ec7c \u0111\u1eb7t \u0111\u1ed3 \u0103n cao c\u1ea5p \u0111\u1ec3 ph\u1ee5c v\u1ee5 cho ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng n\u00e0y v\u1eabn c\u00f2n c\u00f3 th\u1ec3 ph\u00e1t tri\u1ec3n \u0111\u01b0\u1ee3c.<\/p>\n<p style=\"text-align: justify;\">Ngo\u00e0i ra, \u0111\u1ec3 c\u00f3 th\u1ec3 ph\u1ea3n \u00e1nh \u1ee9ng d\u1ee5ng c\u1ee7a c\u00f4ng ngh\u1ec7 c\u0169ng l\u00e0 m\u1ed9t ph\u1ea7n kh\u00f4ng th\u1ec3 thi\u1ebfu trong cu\u1ed9c s\u1ed1ng, m\u00f4 h\u00ecnh ch\u1ea5p nh\u1eadn c\u00f4ng ngh\u1ec7 &#8211; Technology Acceptance Model (TAM) c\u0169ng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng (Chayomchai, 2020). M\u00f4 h\u00ecnh TAM ch\u1ec9 ra s\u1ef1 \u1ea3nh h\u01b0\u1edfng c\u1ee7a c\u00e1c y\u1ebfu t\u1ed1 nh\u01b0 s\u1ef1 c\u1ea3m nh\u1eadn \u1ee9ng d\u1ee5ng v\u00e0 s\u1ef1 c\u1ea3m nh\u1eadn h\u1eefu d\u1ee5ng c\u1ee7a c\u00f4ng ngh\u1ec7 m\u1ed9t c\u00e1ch ph\u00f9 h\u1ee3p v\u1edbi nh\u1eefng bi\u1ebfn \u0111\u1ed5i \u0111a d\u1ea1ng trong d\u1ef1 \u0111\u1ecbnh v\u00e0 h\u00e0nh vi s\u1eed d\u1ee5ng c\u1ee7a kh\u00e1ch h\u00e0ng (Ishfaq &amp; Mengxing, 2021). TAM cung c\u1ea5p m\u1ed9t c\u01a1 s\u1edf cho vi\u1ec7c kh\u1ea3o s\u00e1t nh\u1eefng nh\u00e2n t\u1ed1 b\u00ean ngo\u00e0i \u0111\u1ed1i v\u1edbi ni\u1ec1m tin, th\u00e1i \u0111\u1ed9 v\u00e0 d\u1ef1 \u0111\u1ecbnh. T\u00ednh \u1ee9ng d\u1ee5ng v\u00e0 d\u1ec5 s\u1eed d\u1ee5ng hai nh\u00e2n t\u1ed1 ch\u00ednh trong vi\u1ec7c gi\u1ea3i th\u00edch th\u00e1i \u0111\u1ed9 v\u00e0 h\u00e0nh vi s\u1eed d\u1ee5ng c\u00f4ng ngh\u1ec7 c\u1ee7a ng\u01b0\u1eddi d\u00f9ng. Kinh nghi\u1ec7m mua h\u00e0ng c\u1ee7a m\u1ed9t ng\u01b0\u1eddi t\u1eeb nh\u1eefng l\u1ea7n tr\u01b0\u1edbc s\u1ebd quy\u1ebft \u0111\u1ecbnh s\u1ef1 k\u1ef3 v\u1ecdng v\u1ec1 n\u1ed7 l\u1ef1c m\u00e0 ng\u01b0\u1eddi \u0111\u00f3 s\u1ebd bo\u0309 ra cho nh\u1eefng l\u1ea7n mua h\u00e0ng qua m\u1ea1ng (Mason, Narcum, Mason, &amp; Awan, 2021). S\u1ef1 nh\u1eadn \u0111\u1ecbnh v\u1ec1 c\u00e1ch s\u1eed d\u1ee5ng s\u1ebd quy\u1ebft \u0111\u1ecbnh s\u1ef1 mong \u0111\u1ee3i c\u1ee7a m\u1ed9t ng\u01b0\u1eddi v\u00e0 t\u1ea1o n\u00ean m\u1ed1i quan h\u1ec7 gi\u1eefa kinh nghi\u1ec7m mua h\u00e0ng qua m\u1ea1ng v\u00e0 \u0111\u1ed9ng l\u1ef1c ti\u1ec7n l\u1ee3i (Ali Taha, Pencarelli, \u0160kerh\u00e1kov\u00e1, Fedorko, &amp; Ko\u0161\u00edkov\u00e1, 2021). Theo Loxton et al. (2020), khi kh\u00e1ch h\u00e0ng c\u00f3 kinh nghi\u1ec7m mua h\u00e0ng qua m\u1ea1ng, h\u1ecd c\u00f3 khuynh h\u01b0\u1edbng c\u1ea3m gi\u00e1c n\u00f3 d\u1ec5 s\u1eed d\u1ee5ng h\u01a1n v\u00e0 \u00fd \u0111\u1ecbnh l\u1eb7p l\u1ea1i h\u00e0nh vi mua h\u00e0ng qua m\u1ea1ng s\u1ebd cao h\u01a1n. Ch\u00ednh v\u00ec v\u1eady, \u0111i\u1ec1u \u0111\u00f3 c\u00f3 t\u00e1c \u0111\u1ed9ng tr\u1ef1c ti\u1ebfp t\u1edbi th\u00e1i \u0111\u1ed9 mua h\u00e0ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.V\u1edbi khuynh h\u01b0\u1edbng ti\u1ebft ki\u1ec7m th\u1eddi gian, kh\u00e1ch h\u00e0ng mong mu\u1ed1n nh\u1eefng g\u00ec t\u1ed1t nh\u1ea5t, nhanh nh\u1ea5t, v\u00e0 ti\u1ec7n l\u1ee3i nh\u1ea5t (kh\u00f4ng c\u1ea7n ph\u1ea3i \u0111i ra ngo\u00e0i) b\u1eb1ng c\u00e1ch s\u1ebd ch\u1ecdn c\u00e1c d\u1ecbch v\u1ee5 tr\u1ef1c tuy\u1ebfn thay v\u00ec ph\u1ea3i t\u1ef1 di chuy\u1ec3n ra ngo\u00e0i.<\/p>\n<h2 style=\"text-align: justify;\"><a name=\"_Toc86524411\"><\/a><strong><em>2.2. <\/em><\/strong><strong><em>Th\u1ef1c tr\u1ea1ng c\u1ee7a ng\u00e0nh \u1ea9m th\u1ef1c cao c\u1ea5p<\/em><\/strong><\/h2>\n<p style=\"text-align: justify;\">Ng\u00e0nh \u1ea9m th\u1ef1c cao c\u1ea5p \u0111\u01b0\u1ee3c hi\u1ec3u l\u00e0 n\u01a1i cung c\u1ea5p cho th\u1ef1c kh\u00e1ch nh\u1eefng tr\u1ea3i nghi\u1ec7m tinh t\u1ebf trong t\u1eebng m\u00f3n \u0103n l\u1eabn ch\u1ea5t l\u01b0\u1ee3ng ph\u1ee5c v\u1ee5. Nh\u00e2n vi\u00ean \u0103n m\u1eb7c ch\u1ec9n chu, th\u00e1i \u0111\u1ed9 l\u1ecbch s\u1ef1 v\u00e0 chu \u0111\u00e1o tuy\u1ec7t \u0111\u1ed1i. Th\u1ef1c kh\u00e1ch c\u00f3 th\u1ec3 tr\u1ea3i nghi\u1ec7m nh\u1eefng m\u00f3n \u0103n th\u01a1m ngon v\u00e0 ch\u1ea5t l\u01b0\u1ee3ng ph\u1ee5c v\u1ee5 t\u1ed1t, trong m\u1ed9t khung c\u1ea3nh sang tr\u1ecdng (Harrington, Ottenbacher, &amp; Kendall, 2011).<\/p>\n<p style=\"text-align: justify;\">Ng\u00e0nh \u1ea9m th\u1ef1c cao c\u1ea5p hi\u1ec7n nay b\u1ecb t\u00e1c \u0111\u1ed9ng n\u1eb7ng n\u1ec1 do \u0111\u1ea1i d\u1ecbch Covid-19 (Nhamo et al., 2020). B\u1eaft \u0111\u1ea7u t\u1eeb th\u00e1ng 3\/2020, k\u1ec3 t\u1eeb khi y\u00eau c\u1ea7u h\u1ea1n ch\u1ebf ng\u01b0\u1eddi ra n\u01a1i c\u00f4ng c\u1ed9ng, ng\u00e0nh nh\u00e0 h\u00e0ng-kh\u00e1ch s\u1ea1n tr\u00ean th\u1ebf gi\u1edbi li\u00ean ti\u1ebfp ch\u1ecbu \u1ea3nh h\u01b0\u1edfng nghi\u00eam tr\u1ecdng (Nguy\u00ean Tr\u00ed, 2021). T\u00ecnh h\u00ecnh n\u00e0y v\u1eabn c\u00f2n ti\u1ebfp di\u1ec5n, 240 t\u1ef7 USD doanh thu ng\u00e0nh b\u1ecb m\u1ea5t trong n\u0103m 2021 v\u00ec r\u1ea5t nhi\u1ec1u nh\u00e0 h\u00e0ng ph\u1ea3i t\u1ea1m \u0111\u00f3ng c\u1eeda \u0111\u1ec3 ph\u00f2ng d\u1ecbch (Thu\u1ef3 Anh, 2021). Ngo\u00e0i ra, l\u01b0\u1ee3ng kh\u00e1ch s\u1ee5t gi\u1ea3m nghi\u00eam tr\u1ecdng, doanh thu kh\u00f4ng \u0111\u1ee7 \u0111\u1ec3 chi tr\u1ea3 ti\u1ec1n thu\u00ea nh\u00e2n vi\u00ean, thu\u00ea m\u1eb7t b\u1eb1ng, chi ph\u00ed \u0111i\u1ec7n n\u01b0\u1edbc v\u00e0 vi\u1ec7c \u0111\u1ee9t g\u00e3y ngu\u1ed3n cung \u1ee9ng th\u1ef1c ph\u1ea9m c\u0169ng \u1ea3nh h\u01b0\u1edfng r\u1ea5t nghi\u00eam tr\u1ecdng \u0111\u1ebfn ng\u00e0nh \u1ea9m th\u1ef1c cao c\u1ea5p (Phan Anh, 2021).<\/p>\n<p style=\"text-align: justify;\">V\u1edbi nh\u1eefng di\u1ec5n bi\u1ebfn ng\u00e0y c\u00e0ng ph\u1ee9c t\u1ea1p c\u1ee7a d\u1ecbch b\u1ec7nh c\u00f9ng v\u1edbi t\u00e1c \u0111\u1ed9ng c\u1ed9ng h\u01b0\u1edfng t\u1eeb nh\u1eefng y\u1ebfu t\u1ed1 kh\u00e1c, s\u1ed1 l\u01b0\u1ee3ng doanh nghi\u1ec7p th\u00e0nh l\u1eadp nh\u00e0 h\u00e0ng m\u1edbi trong th\u1eddi k\u00ec \u0111\u1ea1i d\u1ecbch s\u1ee5t gi\u1ea3m \u0111\u00e1ng k\u1ec3, quy m\u00f4 c\u00e1c nh\u00e0 h\u00e0ng b\u1ecb thu h\u1eb9p, s\u1ed1 nh\u00e0 h\u00e0ng \u0111\u0103ng k\u00fd t\u1ea1m d\u1eebng kinh doanh c\u00f3 th\u1eddi h\u1ea1n t\u0103ng m\u1ea1nh (Tr\u1ea7n Th\u1ecb Thu H\u01b0\u01a1ng &amp; Ph\u1ea1m Ti\u1ebfn M\u1ea1nh, 2021). M\u1eb7c d\u00f9, hi\u1ec7n nay t\u00ecnh h\u00ecnh d\u1ecbch b\u1ec7nh trong n\u01b0\u1edbc b\u1eaft \u0111\u1ea7u c\u00f3 nh\u1eefng d\u1ea5u hi\u1ec7u t\u00edch c\u1ef1c, t\u00ecnh h\u00ecnh d\u1ecbch b\u1ec7nh v\u1eabn c\u00f2n \u0111ang di\u1ec5n bi\u1ebfn kh\u00f3 l\u01b0\u1eddng v\u00e0 k\u00e9o d\u00e0i. T\u00ecnh tr\u1ea1ng \u0111\u1ee9t g\u00e3y chu\u1ed7i cung \u1ee9ng, chu\u1ed7i gi\u00e1 tr\u1ecb ch\u01b0a th\u1ec3 kh\u1eafc ph\u1ee5c ngay trong th\u1eddi gian ng\u1eafn, tr\u1ef1c ti\u1ebfp \u1ea3nh h\u01b0\u1edfng t\u1edbi ng\u00e0nh \u1ea9m th\u1ef1c cao c\u1ea5p (\u0111\u1eb7c bi\u1ec7t l\u00e0 nh\u1eefng nh\u00e0 h\u00e0ng qu\u1ed1c t\u1ebf) (Dube et al., 2021; Nhamo et al., 2020). Do ch\u1ecbu nhi\u1ec1u \u1ea3nh h\u01b0\u1edfng t\u1eeb d\u1ecbch b\u1ec7nh, c\u00e1c doanh nghi\u1ec7p ph\u1ea3i t\u1ef1 l\u00e0m m\u1edbi m\u00ecnh, t\u00ecm ra nh\u1eefng h\u01b0\u1edbng \u0111i m\u1edbi ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 t\u1ed3n t\u1ea1i v\u00e0 ph\u00e1t tri\u1ec3n m\u1ea1nh m\u1ebd h\u01a1n, b\u1edfi r\u1ee7i ro lu\u00f4n song h\u00e0nh c\u00f9ng c\u01a1 h\u1ed9i.<\/p>\n<ul style=\"text-align: justify;\">\n<li><a name=\"_Toc86524412\"><\/a> <strong><em>C\u00e1c y\u1ebfu t\u1ed1 h\u00ecnh th\u00e0nh ti\u00eau th\u1ee5 s\u1ea3n ph\u1ea9m \u1ea9m th\u1ef1c cao c\u1ea5p<\/em><\/strong><\/li>\n<\/ul>\n<p style=\"text-align: justify;\">Ng\u00e0y nay, khi cu\u1ed9c s\u1ed1ng \u0111ang ng\u00e0y m\u1ed9t ph\u00e1t tri\u1ec3n nhu c\u1ea7u c\u1ee7a con ng\u01b0\u1eddi ng\u00e0y m\u1ed9t cao h\u01a1n, \u1ea9m th\u1ef1c c\u0169ng nh\u1edd v\u00e0o \u0111\u00f3 m\u00e0 tr\u1edf n\u00ean ho\u00e0n thi\u1ec7n h\u01a1n. V\u01b0\u1ee3t ra kh\u1ecfi gi\u1edbi h\u1ea1n \u201c\u0103n no m\u1eb7c \u1ea5m\u201d \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c s\u1ef1 \u201c\u0103n ngon m\u1eb7c \u0111\u1eb9p\u201d. \u1ea8m th\u1ef1c \u0111\u00e3 kh\u00f4ng c\u00f2n \u0111\u01a1n thu\u1ea7n l\u00e0 gi\u00e1 tr\u1ecb v\u1eadt ch\u1ea5t, m\u00e0 c\u00f2n l\u00e0 y\u1ebfu t\u1ed1 v\u0103n h\u00f3a, m\u1ed9t v\u0103n h\u00f3a \u0111\u1eadm \u0111\u00e0, duy\u00ean d\u00e1ng v\u00e0 c\u1ed1t c\u00e1ch. Tr\u01b0\u1edbc th\u00f4ng tin th\u1ef1c ph\u1ea9m b\u1ea9n b\u00e2y gi\u1edd \u0111ang \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn s\u1ee9c kh\u1ecfe ng\u01b0\u1eddi ti\u00eau d\u00f9ng, m\u1ecdi ng\u01b0\u1eddi gi\u1edd \u0111\u00e2y kh\u00f4ng ch\u1ec9 quan t\u00e2m \u0111\u1eb7c bi\u1ec7t \u0111\u1ebfn th\u1ee9c \u0103n c\u00f3 ngon kh\u00f4ng m\u00e0 c\u00f2n ph\u1ea3i \u0111\u1ea3m b\u1ea3o y\u1ebfu t\u1ed1 l\u1ee3i \u00edch v\u1ec1 s\u1ee9c kh\u1ecfe v\u00e0 v\u1ec7 sinh an to\u00e0n th\u1ef1c ph\u1ea9m.<\/p>\n<p style=\"text-align: justify;\">Th\u1ef1c t\u1ebf cho th\u1ea5y nhu c\u1ea7u th\u01b0\u1edfng th\u1ee9c \u1ea9m th\u1ef1c t\u1ea1i c\u00e1c qu\u00e1n \u0103n, nh\u00e0 h\u00e0ng \u0111ang d\u1ea7n ph\u1ed5 bi\u1ebfn trong cu\u1ed9c s\u1ed1ng c\u1ee7a ng\u01b0\u1eddi Vi\u1ec7t Nam (H\u01b0\u01a1ng Chi, 2019). Theo th\u1ed1ng k\u00ea, H\u00e0 N\u1ed9i \u0111ang c\u00f3 kho\u1ea3ng 5.000 nh\u00e0 h\u00e0ng \u0103n, t\u1ea1i Th\u00e0nh ph\u1ed1 H\u1ed3 Ch\u00ed Minh l\u1edbn h\u01a1n con s\u1ed1 n\u00e0y r\u1ea5t nhi\u1ec1u. Nhu c\u1ea7u v\u1eabn kh\u00f4ng ng\u1eebng t\u0103ng cao trong n\u0103m 2021, \u0111i\u1ec1u n\u00e0y ch\u1ee9ng minh r\u1eb1ng ng\u00e0nh \u1ea9m th\u1ef1c n\u00f3i chung v\u00e0 \u1ea9m th\u1ef1c cao c\u1ea5p n\u00f3i ri\u00eang \u0111ang c\u00f3 m\u1ed9t l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng l\u1edbn v\u00e0 c\u01a1 h\u1ed9i ph\u00e1t tri\u1ec3n h\u1ea5p d\u1eabn n\u1ebfu nh\u01b0 n\u1eafm b\u1eaft v\u00e0 l\u1ef1a ch\u1ecdn \u0111\u00fang xu h\u01b0\u1edbng kinh doanh \u1ea9m th\u1ef1c.<\/p>\n<p style=\"text-align: justify;\">Hi\u1ec7n nay, thay v\u00ec nh\u1eefng b\u1eefa c\u01a1m \u1edf nh\u00e0 th\u00ec nhi\u1ec1u ng\u01b0\u1eddi \u0111\u00e3 c\u00f9ng v\u1edbi gia \u0111\u00ecnh b\u1ea1n b\u00e8, \u0111\u1ed1i t\u00e1c, kh\u00e1ch h\u00e0ng \u0111\u1ebfn nh\u1eefng nh\u00e0 h\u00e0ng \u0111\u1ec3 th\u01b0\u1edfng th\u1ee9c nh\u1eefng m\u00f3n \u0103n \u0111\u1eb7c s\u1ea3n, h\u1ea5p d\u1eabn m\u00e0 \u1edf nh\u00e0 h\u1ecd kh\u00f3 c\u00f3 th\u1ec3 ch\u1ebf bi\u1ebfn \u0111\u01b0\u1ee3c. Kh\u00e1ch h\u00e0ng s\u1eb5n s\u00e0ng b\u1ecf ra m\u1ed9t s\u1ed1 ti\u1ec1n l\u1edbn \u0111\u1ec3 th\u01b0\u1edfng th\u1ee9c c\u00e1c m\u00f3n ngon, \u0111\u1ed9c l\u1ea1 v\u00e0 b\u1ed5 d\u01b0\u1ee1ng. Kh\u00f4ng nh\u1eefng th\u1ebf, h\u1ecd c\u00f2n c\u00f3 nhu c\u1ea7u \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n v\u1ecb th\u1ebf c\u1ee7a m\u00ecnh, tr\u1ea3i nghi\u1ec7m kh\u00f4ng gian phong ph\u00fa, ng\u1ed3i nh\u00e2m nhi ly r\u01b0\u1ee3u th\u01b0\u1ee3ng h\u1ea1ng. \u0110\u1eb7c bi\u1ec7t h\u1ea7u h\u1ebft kh\u00e1ch h\u00e0ng kh\u00f4ng ch\u1ec9 t\u1edbi nh\u00e0 h\u00e0ng \u0111\u1ec3 \u0103n m\u00e0 c\u00f2n t\u1edbi v\u00ec nh\u1eefng d\u1ecbp \u0111\u1eb7c bi\u1ec7t nh\u01b0: Chu\u1ea9n b\u1ecb cho \u0111\u00e1m c\u01b0\u1edbi, h\u1ed9i h\u1ecdp, b\u1eefa ti\u1ec7c gia \u0111\u00ecnh, sinh nh\u1eadt, ho\u1eb7c chi\u00eau \u0111\u00e3i \u0111\u1ed1i t\u00e1c,&#8230;Th\u1ef1c kh\u00e1ch \u0111\u1ebfn c\u00e1c nh\u00e0 h\u00e0ng cao c\u1ea5p \u0111\u1ec3 giao ti\u1ebfp, t\u00ecm m\u1ed9t b\u1ea7u kh\u00f4ng kh\u00ed tho\u1ea3i m\u00e1i gi\u00fap h\u1ecd th\u01b0 gi\u00e3n, ngh\u1ec9 ng\u01a1i trong khi th\u01b0\u1edfng th\u1ee9c c\u00e1c m\u00f3n \u0103n ngon mi\u1ec7ng. Ngo\u00e0i ra, khi \u0111\u00e3 \u0111\u01b0\u1ee3c th\u01b0\u1edfng th\u1ee9c nhi\u1ec1u m\u00f3n \u0103n \u201cs\u01a1n h\u00e0o h\u1ea3i v\u1ecb\u201d \u1edf kh\u1eafp n\u01a1i, th\u1ef1c kh\u00e1ch s\u1ebd b\u1eaft \u0111\u1ea7u b\u1ecb thu h\u00fat b\u1edfi nh\u1eefng m\u00f3n \u0103n m\u1edbi l\u1ea1, \u0111\u1eb7c s\u1eafc. S\u1ef1 s\u00e1ng t\u1ea1o c\u00f3 th\u1ec3 t\u1ea1o ra nh\u1eefng \u0111i\u1ec1u m\u1edbi m\u1ebb \u0111\u1ec3 kh\u00e1ch h\u00e0ng kh\u00f4ng b\u1ecb nh\u00e0m ch\u00e1n, \u0111\u00f3 c\u0169ng l\u00e0 m\u1ed9t s\u1ee9c h\u00fat l\u1edbn c\u1ee7a ng\u00e0nh \u1ea9m th\u1ef1c cao c\u1ea5p (Harrington et al., 2011).<\/p>\n<h2 style=\"text-align: justify;\"><a name=\"_Toc86524413\"><\/a><strong><em>2.4. <\/em><\/strong><strong><em>H\u01b0\u1edbng \u0111i m\u1edbi trong vi\u1ec7c ti\u00eau th\u1ee5 \u1ea9m th\u1ef1c cao c\u1ea5p<\/em><\/strong><strong><em> h\u1eadu \u0111\u1ea1i d\u1ecbch<\/em><\/strong><\/h2>\n<p style=\"text-align: justify;\">Do \u1ea3nh h\u01b0\u1edfng l\u00e2u d\u00e0i c\u1ee7a \u0111\u1ea1i d\u1ecbch Covid-19, ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00e3 quen v\u1edbi xu h\u01b0\u1edbng ti\u00eau d\u00f9ng tr\u1ef1c tuy\u1ebfn. \u0110\u00e2y l\u00e0 c\u01a1 h\u1ed9i \u0111\u1ec3 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0103n u\u1ed1ng th\u1ef1c hi\u1ec7n cu\u1ed9c \u201cchuy\u1ec3n m\u00ecnh\u201d m\u1edbi t\u1eeb kinh doanh truy\u1ec1n th\u1ed1ng sang kinh doanh hi\u1ec7n \u0111\u1ea1i. Vi\u1ec7c \u1ee9ng d\u1ee5ng c\u00f4ng ngh\u1ec7 v\u00e0o kinh doanh \u1ea9m th\u1ef1c gi\u00fap kh\u00e1ch h\u00e0ng l\u1ef1a ch\u1ecdn v\u00e0 \u0111\u1eb7t su\u1ea5t \u0103n tr\u1ef1c tuy\u1ebfn nhanh ch\u00f3ng, thu\u1eadn ti\u1ec7n tr\u00ean m\u1ecdi n\u1ec1n t\u1ea3ng, gia t\u0103ng tr\u1ea3i nghi\u1ec7m v\u00e0 gi\u1ea3m b\u1edbt kh\u00f3 kh\u0103n khi \u0111\u1eb7t b\u1eefa \u0103n \u01b0a th\u00edch (Prasetyo et al., 2021).<\/p>\n<p style=\"text-align: justify;\">L\u00ea Anh (2021) \u0111\u1ec1 c\u1eadp r\u1eb1ng nh\u1eefng nh\u00e0 h\u00e0ng cao c\u1ea5p c\u0169ng c\u1ea7n thay \u0111\u1ed5i c\u00e1ch ti\u1ebfp c\u1eadn v\u1edbi th\u1ef1c kh\u00e1ch. Do gi\u00e3n c\u00e1ch x\u00e3 h\u1ed9i \u0111\u01b0\u1ee3c th\u1ef1c thi nghi\u00eam ng\u1eb7t tr\u00ean to\u00e0n qu\u1ed1c trong su\u1ed1t m\u00f9a d\u1ecbch, r\u1ea5t nhi\u1ec1u ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd ch\u1ecdn \u1edf nh\u00e0 th\u01b0\u1eddng xuy\u00ean ngay c\u1ea3 khi t\u00ecnh h\u00ecnh d\u1ecbch \u0111\u00e3 kh\u1ea3 quan h\u01a1n. Ng\u00e0nh \u1ea9m th\u1ef1c cao c\u1ea5p c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng d\u1ecbch v\u1ee5 \u201cn\u1ea5u \u0103n t\u1ea1i ch\u1ed7\u201d v\u00e0 ph\u1ee5c v\u1ee5 cho nh\u00f3m t\u1eeb 8 \u0111\u1ebfn 20 ng\u01b0\u1eddi c\u00f3 nhu c\u1ea7u tr\u1ea3i nghi\u1ec7m \u1ea9m th\u1ef1c cao c\u1ea5p ngay t\u1ea1i ch\u00ednh ng\u00f4i nh\u00e0 th\u00e2n quen c\u1ee7a m\u00ecnh.<\/p>\n<p style=\"text-align: justify;\">B\u00ean c\u1ea1nh \u0111\u00f3, r\u1ea5t nhi\u1ec1u nh\u00e0 h\u00e0ng n\u1ed5i ti\u1ebfng tr\u00ean th\u1ebf gi\u1edbi \u0111\u00e3 cho ra m\u1eaft c\u00e1c lo\u1ea1i h\u1ed9p \u0111\u1ef1ng gi\u00fap kh\u00e1ch h\u00e0ng mang t\u00ean \u201cMakeaway\u201d c\u00f3 th\u1ec3 mua v\u1ec1 nh\u01b0ng h\u01b0\u01a1ng v\u1ecb v\u1eabn ngon nh\u01b0 \u0103n \u1edf nh\u00e0 h\u00e0ng. Theo Minh Trang (2021), c\u00e1c h\u1ed9p th\u1ef1c ph\u1ea9m \u201cMakeaway\u201d n\u00e0y \u0111\u00e3 gi\u00fap ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u01a1i b\u1edbt c\u1ea3m gi\u00e1c thi\u1ebfu v\u1eafng nh\u1eefng b\u1eefa \u0103n \u1edf nh\u00e0 h\u00e0ng trong khi m\u1ed9t s\u1ed1 quy \u0111\u1ecbnh v\u1ec1 h\u1ea1n ch\u1ebf ti\u1ebfp x\u00fac v\u1eabn t\u1ed3n t\u1ea1i, v\u00e0 ch\u00fang c\u00f2n mang l\u1ea1i cho nh\u00e0 h\u00e0ng m\u1ed9t ngu\u1ed3n doanh thu r\u1ea5t c\u1ea7n thi\u1ebft. T\u1eadn d\u1ee5ng vi\u1ec7c s\u1eed d\u1ee5ng c\u00e1c h\u1ed9p th\u1ef1c ph\u1ea9m \u201cMakeaway\u201d c\u00e1c nh\u00e0 h\u00e0ng cao c\u1ea5p c\u00f3 th\u1ec3 k\u1ebft h\u1ee3p v\u1edbi d\u1ecbch v\u1ee5 giao h\u00e0ng tr\u1ef1c tuy\u1ebfn qua c\u00e1c app trung gian ho\u1eb7c qua website c\u1ee7a nh\u00e0 h\u00e0ng \u0111\u1ec3 gi\u00fap kh\u00e1ch h\u00e0ng \u1edf nh\u00e0, kh\u00f4ng c\u1ea7n \u0111\u1ebfn t\u1eadn n\u01a1i m\u00e0 v\u1eabn c\u00f3 th\u1ec3 th\u01b0\u1edfng th\u1ee9c \u0111\u01b0\u1ee3c c\u00e1c m\u00f3n \u0103n c\u1ee7a nh\u00e0 h\u00e0ng cao c\u1ea5p.<\/p>\n<p style=\"text-align: justify;\">\u0110\u1ec3 n\u1ed7 l\u1ef1c t\u1ed3n t\u1ea1i trong th\u1eddi \u0111\u1ea1i d\u1ecbch, nhi\u1ec1u nh\u00e0 h\u00e0ng c\u0169ng \u00e1p d\u1ee5ng c\u00f4ng ngh\u1ec7 \u0111\u1ec3 gi\u1edbi thi\u1ec7u d\u1ecbch v\u1ee5 Delivery &amp; Catering (giao h\u00e0ng v\u00e0 ph\u1ee5c v\u1ee5 t\u1eadn n\u01a1i) mang \u0111\u1ebfn m\u1ed9t tr\u1ea3i nghi\u1ec7m \u1ea9m th\u1ef1c cao c\u1ea5p ho\u00e0n to\u00e0n kh\u00e1c so v\u1edbi tr\u01b0\u1edbc \u0111\u00e2y. Theo C\u1ee5c c\u1ea1nh tranh v\u00e0 B\u1ea3o v\u1ec7 ng\u01b0\u1eddi ti\u00eau d\u00f9ng (2021), 68% ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng mua \u0111\u1ed3 \u0103n mang \u0111i t\u1eeb nh\u00e0 h\u00e0ng h\u01a1n so v\u1edbi tr\u01b0\u1edbc \u0111\u00e2y. Kho\u1ea3ng 53% th\u1ef1c kh\u00e1ch \u0111\u00e3 kh\u1eb3ng \u0111\u1ecbnh: Th\u00f3i quen \u0111\u1eb7t m\u00f3n v\u00e0 mang \u0111i l\u00e0 \u0111i\u1ec1u c\u1ea7n thi\u1ebft trong b\u1ed1i c\u1ea3nh n\u00e0y. B\u00e1o c\u00e1o c\u0169ng cho th\u1ea5y m\u1ed9t \u0111i\u1ec3m th\u00fa v\u1ecb l\u00e0 64% kh\u00e1ch h\u00e0ng th\u00edch \u0111\u1eb7t h\u00e0ng tr\u1ef1c ti\u1ebfp t\u1eeb nh\u00e0 h\u00e0ng v\u00e0 ch\u1ec9 18% th\u00edch \u0111\u1eb7t h\u00e0ng qua d\u1ecbch v\u1ee5 c\u1ee7a b\u00ean th\u1ee9 ba (app \u0111\u1eb7t h\u00e0ng).<\/p>\n<p style=\"text-align: justify;\">T\u1ea1i Vi\u1ec7t Nam, v\u00e0o cu\u1ed1i th\u00e1ng 12\/2020, m\u1ee9c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng b\u00ecnh qu\u00e2n doanh thu c\u1ee7a th\u1ecb tr\u01b0\u1eddng giao \u0111\u1ed3 \u0103n tr\u1ef1c tuy\u1ebfn t\u1ea1i Vi\u1ec7t Nam ch\u1ea1m m\u1ee9c 28,5%\/ n\u0103m v\u00e0 s\u1ebd \u0111\u1ea1t m\u1ed1c 449 tri\u1ec7u USD v\u00e0o n\u0103m 2023 (Nam Kh\u00e1nh, 2021). \u0110i\u1ec1u n\u00e0y c\u0169ng v\u1eeba l\u00e0 c\u01a1 h\u1ed9i v\u1eeba l\u00e0 th\u00e1ch th\u1ee9c \u0111\u1ec3 c\u00e1c nh\u00e0 h\u00e0ng cao c\u1ea5p ph\u1ea3i nhanh ch\u00f3ng \u0111i\u1ec1u ch\u1ec9nh, \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng trong ph\u00e2n kh\u00fac tr\u00ean.<\/p>\n<h2 style=\"text-align: justify;\"><a name=\"_Toc86524414\"><\/a><strong><em>2.5. <\/em><\/strong><strong><em>\u01afu \u0111i\u1ec3m v\u00e0 h\u1ea1n ch\u1ebf c\u1ee7a d\u1ecbch v\u1ee5 giao h\u00e0ng<\/em><\/strong><\/h2>\n<p style=\"text-align: justify;\">\u00c1p d\u1ee5ng c\u00f4ng ngh\u1ec7 l\u00e0 m\u1ed9t b\u01b0\u1edbc \u0111i l\u1edbn, mang l\u1ea1i nhi\u1ec1u l\u1ee3i \u00edch cho doanh nghi\u1ec7p c\u0169ng nh\u01b0 kh\u00e1ch h\u00e0ng, \u0111\u1eb7c bi\u1ec7t trong th\u1eddi \u0111\u1ea1i m\u1ea1ng internet g\u1ea7n nh\u01b0 tr\u1edf th\u00e0nh c\u00f4ng c\u1ee5 kh\u00f4ng th\u1ec3 thi\u1ebfu trong cu\u1ed9c s\u1ed1ng c\u1ee7a m\u1ed7i c\u00e1 nh\u00e2n. H\u00ecnh \u1ea3nh qu\u1ea3ng c\u00e1o c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i, ch\u00ednh s\u00e1ch \u01b0u \u0111\u00e3i qu\u00e0 t\u1eb7ng khi \u0111\u1eb7t h\u00e0ng tr\u00ean c\u00e1c \u1ee9ng d\u1ee5ng hi\u1ec7n di\u1ec7n \u1edf m\u1ecdi l\u00fac m\u1ecdi n\u01a1i, t\u1eeb online \u0111\u1ebfn offline, tr\u1ef1c ti\u1ebfp k\u00edch th\u00edch nhu c\u1ea7u chi ti\u00eau online, \u0111\u1eb7t h\u00e0ng c\u1ee7a ng\u01b0\u1eddi d\u00f9ng. C\u00e1c nh\u00e0 cung c\u1ea5p (nh\u00e0 h\u00e0ng, qu\u00e1n \u0103n) c\u0169ng h\u01b0\u1edfng l\u1ee3i t\u1eeb ngu\u1ed3n kh\u00e1ch d\u1ed3i d\u00e0o, ti\u1ebft ki\u1ec7m nh\u00e2n c\u00f4ng, \u0111\u01a1n gi\u1ea3n h\u00f3a kh\u00e2u ph\u1ee5c v\u1ee5, thanh to\u00e1n (Demir &amp; Istanbullu Dincer, 2020).<\/p>\n<p style=\"text-align: justify;\">C\u00e1c b\u00ean \u0111\u1eb7t h\u00e0ng \u0111\u1ed3ng th\u1eddi k\u1ebft h\u1ee3p v\u1edbi \u0111\u1ed1i t\u00e1c thanh to\u00e1n v\u00e0 ch\u1ee7 th\u01b0\u01a1ng hi\u1ec7u th\u1ef1c hi\u1ec7n c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i mang l\u1ea1i nhi\u1ec1u l\u1ee3i \u00edch cho kh\u00e1ch h\u00e0ng. D\u1ecbch v\u1ee5 giao \u0111\u1ed3 \u0103n tr\u1ef1c tuy\u1ebfn cung c\u1ea5p v\u00f4 s\u1ed1 m\u00f3n \u0103n kh\u00e1c nhau c\u00f9ng v\u1edbi s\u1ef1 ti\u1ec7n l\u1ee3i v\u00e0 nhanh ch\u00f3ng cho th\u1ef1c kh\u00e1ch th\u00f4ng qua c\u00e1c \u1ee9ng d\u1ee5ng c\u00e0i \u0111\u1eb7t tr\u00ean \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh, m\u00e1y t\u00ednh b\u1ea3ng hay laptop. Ch\u00ednh v\u00ec v\u1eady, ng\u00e0nh d\u1ecbch v\u1ee5 \u0111\u1eb7t m\u00f3n ph\u00e1t tri\u1ec3n nhanh ch\u00f3ng. Th\u01b0\u01a1ng hi\u1ec7u ch\u1ee7 \u0111\u1ed9ng h\u01a1n trong vi\u1ec7c ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng, v\u01b0\u1ee3t qua gi\u1edbi h\u1ea1n c\u1ee7a ki\u1ec3u kinh doanh truy\u1ec1n th\u1ed1ng. Ngay c\u1ea3 khi ch\u01b0a c\u00f3 nhu c\u1ea7u chi ti\u00eau, kh\u00e1ch h\u00e0ng v\u1eabn \u0111\u01b0\u1ee3c nu\u00f4i d\u01b0\u1ee1ng b\u1eb1ng vi\u1ec7c li\u00ean t\u1ee5c nh\u00ecn th\u1ea5y c\u00e1c h\u00ecnh \u1ea3nh khuy\u1ebfn m\u00e3i, m\u00e3 gi\u1ea3m gi\u00e1 tr\u1ef1c tuy\u1ebfn (E-voucher) \u0111\u01b0\u1ee3c g\u1eedi v\u1ec1 t\u1eeb c\u00e1c \u1ee9ng d\u1ee5ng \u0111\u1eb7t giao \u0111\u1ed3 \u0103n. S\u1ef1 l\u1edbn m\u1ea1nh c\u1ee7a c\u00f4ng ngh\u1ec7 l\u00e0 m\u1ed9t trong nh\u1eefng t\u00e1c \u0111\u1ed9ng kh\u00f4ng nh\u1ecf khi\u1ebfn th\u1ecb tr\u01b0\u1eddng giao \u0111\u1ed3 \u0103n ng\u00e0y m\u1ed9t ph\u00e1t tri\u1ec3n (Akyazi, Goti, Oyarbide, Alberdi, &amp; Bayon, 2020).<\/p>\n<p style=\"text-align: justify;\">V\u1ec1 nh\u01b0\u1ee3c \u0111i\u1ec3m, theo Tr\u01b0\u01a1ng M\u1ea1nh Ki\u00ean (2021), vi\u1ec7c b\u00e1n \u0111\u1ed3 \u0103n tr\u00ean c\u00e1c \u1ee9ng d\u1ee5ng tr\u1ef1c tuy\u1ebfn s\u1ebd kh\u00f4ng ph\u1ea3i l\u00e0 mi\u1ec5n ph\u00ed ho\u00e0n to\u00e0n, c\u00e1c \u0111\u1ed1i t\u00e1c nh\u00e0 h\u00e0ng \u0111\u01b0\u1ee3c ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng l\u1edbn hay \u0111\u01b0\u1ee3c giao \u0111\u1ed3 \u0103n mi\u1ec5n ph\u00ed nh\u01b0ng c\u00e1c nh\u00e0 h\u00e0ng ph\u1ea3i chia s\u1ebb doanh thu v\u1edbi b\u00ean cung c\u1ea5p nh\u01b0 Grab, Now, hay c\u00e1c h\u00e3ng giao h\u00e0ng kh\u00e1c. Chi ph\u00ed chi\u1ebft kh\u1ea5u th\u00f4ng th\u01b0\u1eddng \u0111\u01b0\u1ee3c c\u00e1c h\u00e3ng n\u00e0y kh\u1ea5u tr\u1eeb t\u1eeb 20% \u0111\u1ebfn 30% t\u00f9y v\u00e0o m\u1ed7i nh\u00e0 h\u00e0ng kh\u00e1c nhau. Ch\u00ednh v\u00ec v\u1eady vi\u1ec7c b\u00e1n \u0111\u1ed3 \u0103n tr\u00ean c\u00e1c \u1ee9ng d\u1ee5ng n\u00e0y ch\u1ec9 \u0111em l\u1ea1i l\u1ee3i nhu\u1eadn n\u1ebfu l\u01b0\u1ee3ng \u0111\u01a1n h\u00e0ng m\u1ed7i ng\u00e0y l\u1edbn v\u01b0\u1ee3t qua chi ph\u00ed b\u1ecf ra. Ngo\u00e0i ra, do nhu c\u1ea7u qu\u00e1 l\u1edbn n\u00ean c\u01b0\u1edbc ph\u00ed v\u1eadn chuy\u1ec3n t\u0103ng cao. B\u00ean c\u1ea1nh \u0111\u00f3, kh\u00e1ch h\u00e0ng kh\u00f4ng n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c th\u1eddi gian c\u1ee5 th\u1ec3 nh\u1eadn \u0111\u01b0\u1ee3c \u0111\u01a1n h\u00e0ng. M\u1ed9t lo\u1ea1t c\u00e1c nh\u01b0\u1ee3c \u0111i\u1ec3m nh\u01b0 g\u1eb7p s\u1ef1 c\u1ed1 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn ch\u1ea5t l\u01b0\u1ee3ng th\u1ee9c \u0103n trong qu\u00e1 tr\u00ecnh v\u1eadn chuy\u1ec3n, giao h\u00e0ng ch\u1eadm so v\u1edbi d\u1ef1 ki\u1ebfn c\u0169ng s\u1ebd l\u00e0 nh\u01b0\u1ee3c \u0111i\u1ec3m khi k\u1ebft h\u1ee3p gi\u1eefa \u1ea9m th\u1ef1c cao c\u1ea5p v\u00e0 d\u1ecbch v\u1ee5 giao h\u00e0ng. N\u1ebfu d\u00f9ng \u1ee9ng d\u1ee5ng cho vi\u1ec7c giao h\u00e0ng t\u1ea1i nh\u00e0 s\u1ebd khi\u1ebfn c\u00e1c m\u00f3n \u0103n c\u1ea7n s\u1ef1 n\u00f3ng h\u1ed5i, t\u01b0\u01a1i ngon s\u1ebd b\u1ecb gi\u1ea3m ch\u1ea5t l\u01b0\u1ee3ng \u0111i r\u1ea5t nhi\u1ec1u, l\u00e0m \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 gi\u00e1 tr\u1ecb c\u1ee7a \u1ea9m th\u1ef1c cao c\u1ea5p. H\u00ecnh \u1ea3nh m\u00f3n \u0103n c\u1ee7a nh\u00e0 h\u00e0ng tr\u00ean c\u00e1c app c\u00f2n ch\u01b0a \u0111\u1ea7y \u0111\u1ee7, nhi\u1ec1u h\u00ecnh \u1ea3nh b\u1ecb tr\u00f9ng l\u1eb7p khi\u1ebfn cho kh\u00e1ch h\u00e0ng c\u1ea3m th\u1ea5y kh\u00f3 ch\u1ecbu trong qu\u00e1 tr\u00ecnh \u0111\u1eb7t m\u00f3n (Loebnitz &amp; Grunert, 2021).<\/p>\n<h2 style=\"text-align: justify;\"><a name=\"_Toc86524417\"><\/a><strong><em>2.6. <\/em><\/strong><strong><em>C\u01a1 h\u1ed9i v\u00e0 th\u00e1ch th\u1ee9c trong vi\u1ec7c k\u1ebft h\u1ee3p \u1ea9m th\u1ef1c cao c\u1ea5p v\u00e0 giao h\u00e0ng<\/em><\/strong><\/h2>\n<p style=\"text-align: justify;\">V\u1edbi b\u1ed1i c\u1ea3nh ng\u00e0nh \u1ea9m th\u1ef1c cao c\u1ea5p hi\u1ec7n t\u1ea1i \u1edf Vi\u1ec7t Nam, b\u1ea5t k\u1ef3 doanh nghi\u1ec7p kinh doanh \u1ea9m th\u1ef1c ch\u1eafc h\u1eb3n s\u1ebd \u00edt nhi\u1ec1u b\u1ecb \u1ea3nh h\u01b0\u1edfng ti\u00eau c\u1ef1c b\u1edfi \u0111\u1ea1i d\u1ecbch Covid-19. Nh\u01b0ng v\u1edbi t\u00e2m th\u1ebf l\u00e0 m\u1ed9t th\u1ecb tr\u01b0\u1eddng m\u1edbi n\u1ed5i, n\u1ec1n kinh t\u1ebf Vi\u1ec7t Nam c\u00f2n nhi\u1ec1u c\u01a1 h\u1ed9i \u0111\u1ec3 ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng trong t\u01b0\u01a1ng lai. T\u00ednh ti\u1ec7n l\u1ee3i t\u1eeb vi\u1ec7c giao-\u0111\u1eb7t h\u00e0ng online, c\u00e1c d\u1ecbch v\u1ee5 mua b\u00e1n h\u00e0ng h\u00f3a kh\u00f4ng ti\u1ebfp x\u00fac gia t\u0103ng m\u1ea1nh. X\u00e9t \u1edf nhi\u1ec1u g\u00f3c \u0111\u1ed9, kh\u00f4ng ch\u1ec9 \u1ea3nh h\u01b0\u1edfng b\u1edfi d\u1ecbch b\u1ec7nh, s\u1ed1 ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u1ef1c tuy\u1ebfn ng\u00e0y c\u00e0ng t\u0103ng c\u00f2n do th\u1ebf h\u1ec7 Z \u0111ang th\u00e0nh th\u1ea1o trong s\u1eed d\u1ee5ng internet, \u0111ang d\u1ea7n tr\u1edf th\u00e0nh ngu\u1ed3n ti\u00eau th\u1ee5 ch\u00ednh c\u1ee7a \u1ea9m th\u1ef1c cao c\u1ea5p (Chayomchai, 2020; Ishfaq &amp; Mengxing, 2021). V\u00ec v\u1eady, \u1ee9ng d\u1ee5ng c\u00f4ng ngh\u1ec7 s\u1ed1 trong chi ti\u00eau, mua s\u1eafm l\u00e0 xu h\u01b0\u1edbng t\u1ea5t y\u1ebfu c\u1ee7a nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u1ebb hi\u1ec7n \u0111\u1ea1i (Shamsudin, Nayan, Ishak, Esa, &amp; Hassan, 2020).<\/p>\n<p style=\"text-align: justify;\">D\u1ecbch b\u1ec7nh Covid-19 \u0111ang l\u00e0m thay \u0111\u1ed5i c\u00e1ch ng\u01b0\u1eddi ti\u00eau d\u00f9ng sinh ho\u1ea1t v\u00e0 chi ti\u00eau. Thay v\u00ec ph\u1ea3i t\u1edbi nh\u00e0 h\u00e0ng v\u00e0 ng\u1ed3i ch\u1edd \u0111\u1ec3 c\u00f3 \u0111\u1ed3 \u0103n, hi\u1ec7n nay th\u1ef1c kh\u00e1ch c\u00f3 th\u1ec3 \u0111\u1eb7t h\u00e0ng \u0111\u1ed3 \u0103n qua m\u1ea1ng hay \u0111i\u1ec7n tho\u1ea1i tr\u1ef1c ti\u1ebfp v\u00e0 \u0111\u1ed3 \u0103n s\u1ebd \u0111\u01b0\u1ee3c giao trong th\u1eddi gian g\u1ea7n nh\u1ea5t. N\u1ebfu nh\u00e0 h\u00e0ng c\u1ee7a b\u1ea1n \u0111ang ch\u1ecbu \u1ea3nh h\u01b0\u1edfng c\u1ee7a d\u1ecbch b\u1ec7nh Covid-19 th\u00ec vi\u1ec7c th\u00e0nh l\u1eadp m\u1ed9t nh\u00f3m nh\u00e2n vi\u00ean, chuy\u00ean ph\u1ee5 tr\u00e1ch x\u1eed l\u00fd \u0111\u01a1n h\u00e0ng v\u00e0 giao h\u00e0ng s\u1ebd \u0111\u1ea3m b\u1ea3o doanh thu v\u00e0 l\u1ee3i nhu\u1eadn. C\u00e1c nh\u00e0 h\u00e0ng cao c\u1ea5p c\u00f3 \u0111\u1ed9i ng\u0169 shipper chuy\u00ean nghi\u1ec7p (th\u00f9ng gi\u1eef nhi\u1ec7t b\u1ea3o qu\u1ea3n th\u1ee9c \u0103n v\u1eabn c\u00f2n n\u00f3ng) s\u1ebd tho\u1ea3 m\u00e3n nhu c\u1ea7u cao c\u1ee7a kh\u00e1ch h\u00e0ng (Choe, Kim, &amp; Hwang, 2021).<\/p>\n<p style=\"text-align: justify;\">Khi c\u00e0ng nhi\u1ec1u c\u00e1c doanh nghi\u1ec7p \u0111\u1eb7t v\u00e0 giao h\u00e0ng ra \u0111\u1eddi \u0111\u1ed3ng ngh\u0129a v\u1edbi vi\u1ec7c kh\u00e1ch h\u00e0ng c\u00f3 nhi\u1ec1u l\u1ef1a ch\u1ecdn \u0111\u01a1n v\u1ecb cung c\u1ea5p d\u1ecbch v\u1ee5 (Bakalis et al., 2020). Kh\u00e1ch h\u00e0ng c\u00f3 quy\u1ec1n l\u1ef1a ch\u1ecdn nh\u1eefng b\u00ean c\u00f3 nhi\u1ec1u ch\u00ednh s\u00e1ch \u01b0u \u0111\u00e3i, d\u1ecbch v\u1ee5 t\u1ed1t, t\u1ed1c \u0111\u1ed9 giao h\u00e0ng nhanh, ng\u01b0\u1ee3c l\u1ea1i nh\u1eefng \u0111\u01a1n v\u1ecb kh\u00f4ng l\u00e0m t\u1ed1t s\u1ebd c\u00f3 nguy c\u01a1 b\u1ecb \u0111\u1ea9y ra kh\u1ecfi th\u1ecb tr\u01b0\u1eddng. T\u1eeb \u0111\u00f3 c\u00e1c doanh nghi\u1ec7p giao h\u00e0ng c\u0169ng lu\u00f4n kh\u00f4ng ng\u1eebng thay \u0111\u1ed5i, ngo\u00e0i vi\u1ec7c \u0111\u00e1p \u1ee9ng th\u1eddi gian giao nhanh, \u0111\u1ea3m b\u1ea3o ch\u1ea5t l\u01b0\u1ee3ng \u0111\u1ed3 \u0103n, h\u00e3ng c\u00f2n nghi\u00ean c\u1ee9u v\u1ec1 th\u00e1i \u0111\u1ed9 nh\u00e2n vi\u00ean giao h\u00e0ng \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o l\u00e0m h\u00e0i l\u00f2ng cho kh\u00e1ch h\u00e0ng.<\/p>\n<ol style=\"text-align: justify;\" start=\"3\">\n<li><a name=\"_Toc86524420\"><\/a> <strong>K\u1ebft lu\u1eadn<\/strong><\/li>\n<\/ol>\n<p style=\"text-align: justify;\">S\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a c\u00f4ng ngh\u1ec7 v\u00e0 s\u1ef1 thay \u0111\u1ed5i h\u00e0nh vi ti\u00eau d\u00f9ng s\u1ebd gi\u00fap c\u00e1c nh\u00e0 h\u00e0ng ti\u1ebfp c\u1eadn c\u00e1c kh\u00e1ch h\u00e0ng m\u1edbi sau th\u1eddi k\u00ec \u0111\u1ea1i d\u1ecbch. B\u00ean c\u1ea1nh \u0111\u00f3 th\u00ec c\u00e1c d\u00f2ng v\u1ed1n li\u00ean t\u1ee5c \u0111\u1ed5 v\u00e0o th\u1ecb tr\u01b0\u1eddng giao \u0111\u1ed3 \u0103n tr\u1ef1c tuy\u1ebfn \u0111\u1ea7y ti\u1ec1m n\u0103ng c\u00f3 t\u00ednh kh\u1ea3 thi v\u00e0 hi\u1ec7u qu\u1ea3 n\u00e0y. C\u00e1c doanh nghi\u1ec7p, nh\u00e0 h\u00e0ng cao c\u1ea5p n\u00ean c\u00e2n nh\u1eafc v\u1ec1 vi\u1ec7c s\u1eed d\u1ee5ng lo\u1ea1i h\u00ecnh d\u1ecbch v\u1ee5 v\u1edbi h\u01b0\u1edbng kinh doanh m\u1edbi hi\u1ec7n nay. \u0110\u00e1nh gi\u00e1 \u0111\u01b0\u1ee3c hi\u1ec7n tr\u1ea1ng c\u1ee7a t\u00ecnh h\u00ecnh th\u1ef1c t\u1ea1i c\u0169ng nh\u01b0 d\u1ef1 \u0111o\u00e1n \u0111\u01b0\u1ee3c nh\u1eefng nhu c\u1ea7u trong t\u01b0\u01a1ng lai, c\u00e1c y\u1ebfu t\u1ed1 h\u00ecnh th\u00e0nh ti\u00eau th\u1ee5 s\u1ea3n ph\u1ea9m \u1ea9m th\u1ef1c cao c\u1ea5p v\u00e0 ch\u1ec9 ra \u0111\u01b0\u1ee3c h\u01b0\u1edbng \u0111i m\u1edbi b\u1ec1n v\u1eefng.<\/p>\n<p style=\"text-align: justify;\">Sau th\u1eddi gian d\u00e0i th\u1ef1c hi\u1ec7n gi\u00e3n c\u00e1ch x\u00e3 h\u1ed9i, vi\u1ec7c s\u1eed d\u1ee5ng \u0111\u1eb7t h\u00e0ng tr\u1ef1c tuy\u1ebfn c\u1ee7a kh\u00e1ch h\u00e0ng v\u1eabn ch\u01b0a c\u00f3 xu h\u01b0\u1edbng gi\u1ea3m. D\u1ecbch b\u1ec7nh v\u1eabn ch\u01b0a c\u00f3 th\u1eddi gian k\u1ebft th\u00fac ho\u00e0n to\u00e0n, v\u00ec v\u1eady k\u1ebft h\u1ee3p gi\u1eefa \u1ea9m th\u1ef1c cao c\u1ea5p v\u00e0\u00a0 giao h\u00e0ng t\u1eadn n\u01a1i, h\u01b0\u1edbng v\u00e0o ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng trung v\u00e0 cao c\u1ea5p hi\u1ec7n nay \u0111\u01b0\u1ee3c xem nh\u01b0 m\u1ed9t gi\u1ea3i ph\u00e1p gi\u1eefa t\u00ecnh h\u00ecnh d\u1ecbch n\u00e0y. Bi\u1ec7n ph\u00e1p chuy\u1ec3n \u0111\u1ed5i m\u00f4 h\u00ecnh h\u1ea7u nh\u01b0 mang t\u00ednh duy tr\u00ec s\u1ef1 t\u1ed3n t\u1ea1i nhi\u1ec1u h\u01a1n l\u00e0 t\u1ea1o ra s\u1ef1 th\u00e0nh c\u00f4ng trong kinh doanh. \u0110i\u1ec1u \u0111\u00f3 c\u00f3 ngh\u0129a l\u00e0 c\u00e1c nh\u00e0 h\u00e0ng s\u1ebd ph\u1ea3i n\u1eafm v\u1eefng ngh\u1ec7 thu\u1eadt c\u00e2n b\u1eb1ng h\u01a1n bao gi\u1edd h\u1ebft v\u00ec trong t\u01b0\u01a1ng lai s\u1ebd c\u00f3 r\u1ea5t nhi\u1ec1u thay \u0111\u1ed5i b\u1ea5t ng\u1edd, ch\u00ednh v\u00ec v\u1eady c\u00e1c doanh nghi\u1ec7p kinh doanh ng\u00e0nh d\u1ecbch v\u1ee5 n\u00e0y c\u1ea7n ph\u1ea3i c\u00f3 nh\u1eefng bi\u1ec7n ph\u00e1p \u0111\u1ec1 ph\u00f2ng c\u00e1c t\u00ecnh hu\u1ed1ng b\u1ea5t ng\u1edd s\u1ebd x\u1ea3y ra. V\u00ec v\u1eady, l\u0129nh v\u1ef1c kinh doanh \u0111\u1ed3 \u0103n mang \u0111i \u0111\u00e3 ph\u00e1t tri\u1ec3n m\u1ea1nh tr\u01b0\u1edbc, trong v\u00e0 sau \u0111\u1ea1i d\u1ecbch Covid-19 l\u00e0 c\u1ee9u c\u00e1nh c\u1ee7a m\u1ed9t s\u1ed1 nh\u00e0 h\u00e0ng \u0111\u1ec3 c\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn \u0111\u01b0\u1ee3c ngu\u1ed3n kh\u00e1ch h\u00e0ng m\u1edbi v\u00e0 t\u0103ng doanh thu.<\/p>\n<h1 style=\"text-align: justify;\"><strong>T\u00e0i li\u1ec7u tham kh\u1ea3o<\/strong><\/h1>\n<p style=\"text-align: justify;\">Akyazi, T., Goti, A., Oyarbide, A., Alberdi, E., &amp; Bayon, F. (2020). A Guide for the Food Industry to Meet the Future Skills Requirements Emerging with Industry 4.0.<em> 9<\/em>(4), 492.<\/p>\n<p style=\"text-align: justify;\">Ali Taha, V., Pencarelli, T., \u0160kerh\u00e1kov\u00e1, V., Fedorko, R., &amp; Ko\u0161\u00edkov\u00e1, M. (2021). The Use of Social Media and Its Impact on Shopping Behavior of Slovak and Italian Consumers during COVID-19 Pandemic. <em>Sustainability, 13<\/em>(4). doi:10.3390\/su13041710<\/p>\n<p style=\"text-align: justify;\">Bakalis, S., Valdramidis, V. P., Argyropoulos, D., Ahrne, L., Chen, J., Cullen, P. J., . . . Van Impe, J. F. M. (2020). Perspectives from CO+RE: How COVID-19 changed our food systems and food security paradigms. <em>Current research in food science, 3<\/em>, 166-172. doi:10.1016\/j.crfs.2020.05.003<\/p>\n<p style=\"text-align: justify;\">B\u00e1o Thanh ni\u00ean. (2021). Ch\u1ee7 qu\u00e1n, ch\u1ee7 nh\u00e0 h\u00e0ng chuy\u1ec3n m\u00ecnh \u2018online\u2019 trong m\u00f9a d\u1ecbch. Retrieved from <a href=\"https:\/\/thanhnien.vn\/chu-quan-chu-nha-hang-chuyen-minh-online-trong-mua-dich-post938888.html\">https:\/\/thanhnien.vn\/chu-quan-chu-nha-hang-chuyen-minh-online-trong-mua-dich-post938888.html<\/a><\/p>\n<p style=\"text-align: justify;\">B\u1ed9 C\u00f4ng th\u01b0\u01a1ng. (2021). Xu h\u01b0\u1edbng ti\u00eau d\u00f9ng hi\u1ec7n \u0111\u1ea1i l\u00e0m thay \u0111\u1ed5i m\u00f4 h\u00ecnh kinh doanh c\u1ee7a doanh nghi\u1ec7p trong t\u00ecnh h\u00ecnh m\u1edbi. Retrieved from <a href=\"https:\/\/moit.gov.vn\/tin-tuc\/bo-cong-thuong-voi-doanh-nghiep\/xu-huong-tieu-dung-hien-dai-lam-thay-doi-mo-hinh-kinh-doanh-.html\">https:\/\/moit.gov.vn\/tin-tuc\/bo-cong-thuong-voi-doanh-nghiep\/xu-huong-tieu-dung-hien-dai-lam-thay-doi-mo-hinh-kinh-doanh-.html<\/a><\/p>\n<p style=\"text-align: justify;\">Chayomchai, A. (2020). The Online Technology Acceptance Model of Generation-Z People in Thailand during COVID-19 Crisis. <em>Management &amp; Marketing. Challenges for the Knowledge Society, 15<\/em>, 496-512. doi:10.2478\/mmcks-2020-0029<\/p>\n<p style=\"text-align: justify;\">Choe, J. Y., Kim, J. J., &amp; Hwang, J. (2021). Perceived risks from drone food delivery services before and after COVID-19. <em>International Journal of Contemporary Hospitality Management, 33<\/em>(4), 1276-1296. doi:10.1108\/IJCHM-08-2020-0839<\/p>\n<p style=\"text-align: justify;\">C\u1ee5c c\u1ea1nh tranh v\u00e0 B\u1ea3o v\u1ec7 ng\u01b0\u1eddi ti\u00eau d\u00f9ng. (2021). Mua s\u1eafm qua m\u1ea1ng th\u1eddi d\u1ecbch b\u1ec7nh Covid-19 ti\u1ec7n l\u1ee3i m\u00e0 c\u0169ng \u0111\u1ea7y r\u1ee7i ro. Retrieved from <a href=\"https:\/\/moit.gov.vn\/tin-tuc\/bao-chi-voi-nganh-cong-thuong\/mua-sam-qua-mang-thoi-dich-benh-covid-19-tien-loi-ma-cung-da.html\">https:\/\/moit.gov.vn\/tin-tuc\/bao-chi-voi-nganh-cong-thuong\/mua-sam-qua-mang-thoi-dich-benh-covid-19-tien-loi-ma-cung-da.html<\/a><\/p>\n<p style=\"text-align: justify;\">Demir, Y., &amp; Istanbullu Dincer, F. (2020). The Effects of Industry 4.0 on the Food and Beverage Industry. <em>Journal of Tourismology<\/em>, 133-145. doi:10.26650\/jot.2020.6.1.0006<\/p>\n<p style=\"text-align: justify;\">Dube, K., Nhamo, G., &amp; Chikodzi, D. (2021). COVID-19 cripples global restaurant and hospitality industry. <em>Current Issues in Tourism, 24<\/em>(11), 1487-1490. doi:10.1080\/13683500.2020.1773416<\/p>\n<p style=\"text-align: justify;\">Duygun, A. v. \u015e., E. (2020). Evaluation of Consumer Purchasing Behaviors in the COVID-19 Pandemic Period in the Context of Maslow&#8217;s Hierarchy of Needs. <em>Pazarlama Teorisi ve Uygulamalar\u0131 Dergisi, 6<\/em>(1), 45-68.<\/p>\n<p style=\"text-align: justify;\">Harrington, R. J., Ottenbacher, M. C., &amp; Kendall, K. W. (2011). Fine-Dining Restaurant Selection: Direct and Moderating Effects of Customer Attributes. <em>Journal of Foodservice Business Research, 14<\/em>(3), 272-289. doi:10.1080\/15378020.2011.594388<\/p>\n<p style=\"text-align: justify;\">Ho\u00e0ng D\u01b0\u01a1ng. (2019). D\u1ecbch v\u1ee5 giao \u0111\u1ed3 \u0103n nhanh b\u00f9ng n\u1ed5 t\u1ea1i Vi\u1ec7t Nam do nhu c\u1ea7u ng\u00e0y m\u1ed9t t\u0103ng. Retrieved from <a href=\"https:\/\/baotintuc.vn\/kinh-te\/dich-vu-giao-do-an-nhanh-bung-no-tai-viet-nam-do-nhu-cau-ngay-mot-tang-20190130170801583.htm\">https:\/\/baotintuc.vn\/kinh-te\/dich-vu-giao-do-an-nhanh-bung-no-tai-viet-nam-do-nhu-cau-ngay-mot-tang-20190130170801583.htm<\/a><\/p>\n<p style=\"text-align: justify;\">H\u01b0\u01a1ng Chi. (2019). Ph\u00e1t tri\u1ec3n du l\u1ecbch \u1ea9m th\u1ef1c Vi\u1ec7t Nam. Retrieved from <a href=\"https:\/\/nhandan.vn\/dien-dan-dulich\/phat-trien-du-lich-am-thuc-viet-nam-374716\/\">https:\/\/nhandan.vn\/dien-dan-dulich\/phat-trien-du-lich-am-thuc-viet-nam-374716\/<\/a><\/p>\n<p style=\"text-align: justify;\">iPOS. (2021). T\u01b0\u01a1ng lai ng\u00e0nh d\u1ecbch v\u1ee5 \u0103n u\u1ed1ng sau l\u00e0n s\u00f3ng COVID-19 l\u1ea7n 4. Retrieved from <a href=\"https:\/\/ipos.vn\/tuong-lai-nganh-dich-vu-an-uong\/?utm_source=deleted&amp;utm_medium=deleted&amp;utm_term=deleted&amp;utm_content=deleted&amp;utm_campaign=deleted&amp;gclid=deleted\">https:\/\/ipos.vn\/tuong-lai-nganh-dich-vu-an-uong\/?utm_source=deleted&amp;utm_medium=deleted&amp;utm_term=deleted&amp;utm_content=deleted&amp;utm_campaign=deleted&amp;gclid=deleted<\/a><\/p>\n<p style=\"text-align: justify;\">Ishfaq, N., &amp; Mengxing, H. (2021). Consumer usage behavior of internet-based services (IBS) in Pakistan during COVID-19 crisis from the perspective of technology acceptance model. <em>Environmental Science and Pollution Research<\/em>. doi:10.1007\/s11356-021-15868-1<\/p>\n<p style=\"text-align: justify;\">L\u00ea Anh. (2021). Ng\u00e0nh d\u1ecbch v\u1ee5 \u0103n u\u1ed1ng v\u00e0 h\u01b0\u1edbng \u0111i trong giai \u0111o\u1ea1n gi\u00e3n c\u00e1ch x\u00e3 h\u1ed9i. Retrieved from <a href=\"https:\/\/dangcongsan.vn\/kinh-te\/nganh-dich-vu-an-uong-va-huong-di-trong-giai-doan-gian-cach-xa-hoi-591297.html\">https:\/\/dangcongsan.vn\/kinh-te\/nganh-dich-vu-an-uong-va-huong-di-trong-giai-doan-gian-cach-xa-hoi-591297.html<\/a><\/p>\n<p style=\"text-align: justify;\">Loebnitz, N., &amp; Grunert, K. G. (2021). Let us be realistic: The impact of perceived brand authenticity and advertising image on consumers\u2019 purchase intentions of food brands. <em>International Journal of Consumer Studies<\/em>. doi:10.1111\/ijcs.12679<\/p>\n<p style=\"text-align: justify;\">Loxton, M., Truskett, R., Scarf, B., Sindone, L., Baldry, G., &amp; Zhao, Y. (2020). Consumer Behaviour during Crises: Preliminary Research on How Coronavirus Has Manifested Consumer Panic Buying, Herd Mentality, Changing Discretionary Spending and the Role of the Media in Influencing Behaviour.<em> 13<\/em>(8), 166.<\/p>\n<p style=\"text-align: justify;\">Mason, A. N., Narcum, J., Mason, K., &amp; Awan, U. (2021). Social media marketing gains importance after Covid-19. <em>Cogent Business &amp; Management, 8<\/em>(1). doi:10.1080\/23311975.2020.1870797<\/p>\n<p style=\"text-align: justify;\">Minh D\u0169ng. (2018). N\u1edf r\u1ed9 d\u1ecbch v\u1ee5 giao h\u00e0ng nhanh. Retrieved from <a href=\"https:\/\/nhandan.vn\/tin-tuc-kinh-te\/no-ro-dich-vu-giao-hang-nhanh-328963\/\">https:\/\/nhandan.vn\/tin-tuc-kinh-te\/no-ro-dich-vu-giao-hang-nhanh-328963\/<\/a><\/p>\n<p style=\"text-align: justify;\">Minh Trang. (2021). Th\u00fa \u1ea9m th\u1ef1c m\u1edbi m\u00f9a COVID-19.<\/p>\n<p style=\"text-align: justify;\">M\u1ef9 H\u1ea3o. (2021). B\u00f9ng n\u1ed5 d\u1ecbch v\u1ee5 giao h\u00e0ng t\u1ea1i c\u00e1c \u0111\u00f4 th\u1ecb. 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Retrieved from <a href=\"https:\/\/congthuong.vn\/giao-do-an-truc-tuyen-bung-no-thuong-hieu-moi-141262.html\">https:\/\/congthuong.vn\/giao-do-an-truc-tuyen-bung-no-thuong-hieu-moi-141262.html<\/a><\/p>\n<p style=\"text-align: justify;\">Nguy\u00ean Tr\u00ed. (2021). D\u1ecbch v\u1ee5 \u0103n u\u1ed1ng thay \u0111\u1ed5i nh\u1edd COVID-19. Retrieved from <a href=\"https:\/\/tuoitre.vn\/dich-vu-an-uong-thay-doi-nho-covid-19-20210403075920557.htm\">https:\/\/tuoitre.vn\/dich-vu-an-uong-thay-doi-nho-covid-19-20210403075920557.htm<\/a><\/p>\n<p style=\"text-align: justify;\">Nhamo, G., Dube, K., &amp; Chikodzi, D. (2020). Restaurants and COVID-19: A Focus on Sustainability and Recovery Pathways. In <em>Counting the Cost of COVID-19 on the Global Tourism Industry<\/em> (pp. 205-224).<\/p>\n<p style=\"text-align: justify;\">Phan Anh. (2021). Nh\u00e0 h\u00e0ng \u0111i\u00eau \u0111\u1ee9ng v\u00ec d\u1ecbch Covid-19. Retrieved from <a href=\"https:\/\/m.baohaiduong.vn\/kinh-te---tieu-dung\/nha-hang-dieu-dung-vi-dich-covid-19-162402\">https:\/\/m.baohaiduong.vn\/kinh-te&#8212;tieu-dung\/nha-hang-dieu-dung-vi-dich-covid-19-162402<\/a><\/p>\n<p style=\"text-align: justify;\">Ph\u01b0\u01a1ng Nhung. (2018). B\u00f9ng n\u1ed5 \u0111\u1eb7t m\u00f3n tr\u1ef1c tuy\u1ebfn. Retrieved from <a href=\"https:\/\/nld.com.vn\/kinh-te\/bung-no-dat-mon-truc-tuyen-20180819204735245.htm\">https:\/\/nld.com.vn\/kinh-te\/bung-no-dat-mon-truc-tuyen-20180819204735245.htm<\/a><\/p>\n<p style=\"text-align: justify;\">Prasetyo, Y. T., Tanto, H., Mariyanto, M., Hanjaya, C., Young, M. N., Persada, S. F., . . . Redi, A. A. N. P. (2021). Factors Affecting Customer Satisfaction and Loyalty in Online Food Delivery Service during the COVID-19 Pandemic: Its Relation with Open Innovation.<em> 7<\/em>(1), 76.<\/p>\n<p style=\"text-align: justify;\">PwC. (2021). C\u00e1c bi\u1ec7n ph\u00e1p \u1ee9ng ph\u00f3 th\u1eddi h\u1eadu COVID-19: Doanh nghi\u1ec7p c\u1ea7n l\u00e0m g\u00ec khi tr\u1edf l\u1ea1i ho\u1ea1t \u0111\u1ed9ng. Retrieved from <a href=\"https:\/\/www.pwc.com\/vn\/vn\/publications\/vietnam-publications\/rtw-considerations.html\">https:\/\/www.pwc.com\/vn\/vn\/publications\/vietnam-publications\/rtw-considerations.html<\/a><\/p>\n<p style=\"text-align: justify;\">Shamsudin, M. F., Nayan, S., Ishak, M. F., Esa, S. A., &amp; Hassan, S. (2020). CUSTOMER LOYALTY IN THE FAST FOOD RESTAURANTS: CASE OF GEN Z. <em>JOURNAL OF CRITICAL REVIEWS, 7<\/em>(19).<\/p>\n<p style=\"text-align: justify;\">Suh, J., Horvitz, E., White, R. W., &amp; Althoff, T. (2021). <em>Population-Scale Study of Human Needs During the COVID-19 Pandemic: Analysis and Implications<\/em>. Paper presented at the Proceedings of the 14th ACM International Conference on Web Search and Data Mining, Virtual Event, Israel. <a href=\"https:\/\/doi.org\/10.1145\/3437963.3441788\">https:\/\/doi.org\/10.1145\/3437963.3441788<\/a><\/p>\n<p style=\"text-align: justify;\">Thu\u1ef3 Anh. (2021). 240 t\u1ef7 USD doanh thu b\u1ecb &#8216;th\u1ed5i bay&#8217; v\u00e0 nh\u1eefng bu\u1ed5i \u0103n t\u1ed1i th\u1eddi \u201cgi\u00e3n c\u00e1ch x\u00e3 h\u1ed9i\u201d c\u1ee7a c\u00e1c nh\u00e0 h\u00e0ng cao c\u1ea5p. Retrieved from <a href=\"https:\/\/vietnambusinessinsider.vn\/240-ty-usd-doanh-thu-bi-thoi-bay-va-nhung-buoi-an-toi-thoi-gian-cach-xa-hoi-cua-cac-nha-hang-cao-cap-a22760.html\">https:\/\/vietnambusinessinsider.vn\/240-ty-usd-doanh-thu-bi-thoi-bay-va-nhung-buoi-an-toi-thoi-gian-cach-xa-hoi-cua-cac-nha-hang-cao-cap-a22760.html<\/a><\/p>\n<p style=\"text-align: justify;\">Tr\u1ea7n Th\u1ecb Thu H\u01b0\u01a1ng, &amp; Ph\u1ea1m Ti\u1ebfn M\u1ea1nh. (2021). \u0110\u00e1nh gi\u00e1 t\u00e1c \u0111\u1ed9ng c\u1ee7a \u0111\u1ea1i d\u1ecbch Covid-19 \u0111\u1ebfn c\u00e1c doanh nghi\u1ec7p Vi\u1ec7t Nam. Retrieved from <a href=\"https:\/\/tapchitaichinh.vn\/tai-chinh-kinh-doanh\/danh-gia-tac-dong-cua-dai-dich-covid19-den-cac-doanh-nghiep-viet-nam-331389.html\">https:\/\/tapchitaichinh.vn\/tai-chinh-kinh-doanh\/danh-gia-tac-dong-cua-dai-dich-covid19-den-cac-doanh-nghiep-viet-nam-331389.html<\/a><\/p>\n<p style=\"text-align: justify;\">Tr\u01b0\u01a1ng M\u1ea1nh Ki\u00ean. (2021). T\u00e0i x\u1ebf t\u1ed1 b\u1ecb &#8220;tr\u00f9 d\u1eadp&#8221;, chi\u1ebft kh\u1ea5u v\u00f4 l\u00fd: Nh\u1eefng c\u00e2u h\u1ecfi kh\u00f4ng \u0111\u01b0\u1ee3c Now tr\u1ea3 l\u1eddi. doi:<a href=\"https:\/\/www.nguoiduatin.vn\/tai-xe-now-to-bi-tru-dap-chiet-khau-vo-ly-nhung-cau-hoi-khong-duoc-a512723.html\">https:\/\/www.nguoiduatin.vn\/tai-xe-now-to-bi-tru-dap-chiet-khau-vo-ly-nhung-cau-hoi-khong-duoc-a512723.html<\/a><\/p>\n<p style=\"text-align: justify;\">\n","protected":false},"excerpt":{"rendered":"<p>D\u1ecaCH V\u1ee4 GIAO H\u00c0NG TR\u1ef0C TUY\u1ebeN V\u00c0 \u1ea8M TH\u1ef0C CAO C\u1ea4P S\u1ef0 K\u1ebeT H\u1ee2P TI\u1ec0M N\u0102NG TH\u1edcI K\u00cc H\u1eacU COVID-19 T\u1ea0I VI\u1ec6T NAM Ph\u1ea1m Xu\u00e2n Quy\u1ebft1*, L\u00ea Th\u1ecb Ki\u1ec1u Oanh1, L\u00ea Th\u1ecb Lan Anh1, L\u00ea Th\u1ecb Minh Anh1, Nguy\u1ec5n Th\u1ecb Ng\u1ecdc Sang1, Nguy\u1ec5n Thanh H\u1ea3o1 1 Tr\u01b0\u1eddng \u0110\u1ea1i h\u1ecdc Th\u1ee7y L\u1ee3i &#8211; Ph\u00e2n hi\u1ec7u Mi\u1ec1n&hellip;<\/p>\n","protected":false},"author":15,"featured_media":8712,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[21],"tags":[],"yoast_head":"\n<title>D\u1ecaCH V\u1ee4 GIAO H\u00c0NG TR\u1ef0C TUY\u1ebeN V\u00c0 \u1ea8M TH\u1ef0C CAO C\u1ea4P S\u1ef0 K\u1ebeT H\u1ee2P TI\u1ec0M N\u0102NG TH\u1edcI K\u00cc H\u1eacU COVID-19 T\u1ea0I VI\u1ec6T NAM - 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