CAC YEU TO NHAN CACH THlTONG HIEU ANH HU^ONG DEN LONG TRUNG THANH CUA KHACH HANG TRONG NGANH HANG
TIEU DUNG NHANH THCJI KI HOI NHAP QUOC TE TAI VIET NAM
• IRAN VAN DAT - N G U Y I N AN NINH
TOM TAT:
Khi cac Hiep dinh thuang mai ty do (FTA, TPP...) chinh thiic co hieu luc, cung la luc Vi§t Nam phai doi mat v6i viec ngay cang nhieu cac nha san xuit, kinh doanh nuac ngoai, cac nhan hang v6i nhiSu nSm noi ti^ng tren toan thi gicri, trong do co nganh hang Tieu diing nhanh (FMCG - Fast IVIoving Consumer Goods) chiem ITnh 6 at thi tnrcmg ngi dia. Do do, doi hoi cac doanh nghiep Viet Nam c5n co nhung quyet sach, buac di dung d^n de tu tin chiem ITnh thi truang nOi dia, bai dtr bao ve su canh tranh tren thi trucmg tieu dting nhanh se rat quyet li?t. Chinh vi vay, nhijng nghien ciiu ve chien luoc de phat trien nganh nay tai Viet Nam la rat quan trpng, trong do nghien ciiu ve van de thuang hieu ciia cac nhan hieu trong nganh anh huong den long trung thanh cua khach hang tin diing san pham la mgt trong nhijng trgng diem nghien ciiu vao thai dai 4.0 hien nay.
Tilr khoa: Long trung thanh, nhan each thuang hieu, khach hang, tieu diing nhanh, Viet Nam.
1. Dat van de
Viet Nam vai co cau dan so nam trong nhom tre nhat the giai, 56% dan so duai 30 tuoi, tong miic chi tieu ciia nguoi tieu diing tai Viet Nam du kien se tang gap 2 lan va dat xap xi 173 ty USD vao nam 2020. Dieu do se keo theo toe do tang trucmg cua thi tnrang cac san pham tieu diing nhanh tai Viet Nam trung binh khoang 20%, vugt qua nhOrng thi tnrang Ion nhu An Do. Trung Quoc...
Ba Le Viet Nga - Pho Vu tnrang Vu Thi tnrcmg trong nuac, Bg Cong Thucmg cho biet: 5 nam qua, nhieu mat hang tieu diing nhanh nhu nuac mam, dau thirc vat, ca phe, sQ-a tuai... da co miic tang tnrang dang ghi nhan. Don cu. vai mat hang ca phe rang xay va hoa tan, theo thong ke ciia Nielsen Viet Nam cho thay, dang co 20 nha san xuat ca phe hoa tan tai
Viet Nam, dap ling tren 90% nhu cau tieu diing trong nuac. Mat hang sira luon giii duac miic tang tnrdng 2 con so. Trong nhirng nam toi, nganh Sira van co tiem nang Ion, khi nhu cau tieu thu dugc du bao tang tnrcmg, dat miic 27-28 lit sira/nguai/nam vao nam 2020.
Theo bao cao, Idii quan sat tong quan o 7 nganh hang Ion (thirc uong-bao gom bia, thuc pham, siia, san pham cham soc gia dinh, san pham chSm soc ca nhan, thuoc la va san pham cham soc em be) sir phyc hoi tang tnrang dang dien ra a hau het cac nganh hang ngoai, trir nganh hang San pham cham soc em be. Khi di vao hmg nganh hang, su tang tnrang FMCG ro ret hem, chang han nhu nganh hang Thyc pham voi miic tang tnrcmg 11 6% va nganh hang San phim cham soc ca nhan tang 9.6"i. Ben canh do. San
260 So 6 - Thang 4/2020
KINH DOANH
pham cham soc gia dinh va thu6c la tang 8.1% va sira tang 3.2%. Cu6i cung nhung khong kem phan quan trgng, nganh hang Nuoc udng tiep tue din dau trong viec dong gop vao doanh so FMCG. Xuat phat tir tinh ckp thiet cua thuc tien nen viec nghien ciiu
"Cac yeu to nhan each thuong hieu anh huong den long trung thanh ciia khach hang trong nganh hang heu dimg nhanh thai ki hgi nhap quoc te tai Viet Nam" dang dugc xem xet de tien hanh nghien ciiu,
2. Cff sdf ly thuyet
Theo Aaker (1997): Nhan each thuong hieu la mgt phan trong dac tinh thuang hieu (Brand Indentity) Dac tinh thuong hieu dugc xem xet a 4 khia canh:
• Thuong hieu - nhu mgt san pham (pham vi san pham, dac tinh san pham, gia trj/chat lugng, tinh huu dung, nguai sic dung, nuac xuat xii).
• Thuang hieu - nhu mgt to chiic (dac tinh ciia to chii'c, su ket hgp giiia tinh dia phuong va tfnh toan cau).
• Thuong hieu - nhu mgt con nguai (nhan each thuong hieu, moi quan he thuang hieu - khach hang).
• Thuang hieu - nhu mgt bieu tirgng (mgt hinh anh, mgt an du va thira ke thuong hieu).
Nhu vay, nhan each thuong hieu la mgt phan ciia dac tinh thucmg hieu theo khia canh "Thuang hieu - nhu mgt con nguai".
Theo Hankinson & Cowking (1993) nhan dinh:
"Nhan each thuong hieu la mgt yeu to trong chu hinh xay dimg va phat trien thuang hieu. Chu trinh xay dung thuang hieu gom 5 buac theo trinh tu:
• Budc 1: Nghien ciru
• Budc 2: Xac dinh thuong hieu (Djnh vi thuang hieu, Nhan each thuong hieu)
• Budc 3: Marketing hon hgp (San pham va mau ma, gia ca, he thdng phan phdi, each truyen thdng)
• Budc 4: Truy6n thong (Ten thuong hieu, cac loai san pham, bao bi)
• Budc 5: Ngudi tieu diing (Nhu cau vat ly, nhu cau tam ly, siic mua).
Khi ngudi tieu dimg phai lua chgn giua hai thuong hieu khac nhau thi hg cd xu hudng chgn thuong hieu hg bi6t ro nhdt. Neu nhu hg d6u biet rd ve hai thuong hieu nay thi hg se chgn thuang hieu cd thuoc tinh dugc nhan bi6t ro rang nhSt (Keller et al., 2005).
Nhiing su tin tudng khac nhau ve cac thugc tinh ciia thuong hieu chinh la hinh anh thuong hieu (Kotler et
al., 2005) va khach hang khong giai thich dugc cac thucmg hieu tuong tu nhau. Theo Plummer (2000), mdi ngudi tieu dimg eo cac bg lgc kinh nghiem va nhan thiic. Mdt thuong hieu dugc mo ta vdi 3 nhdm tinh each khac nhau. Nhom thir nhat la cac thugc tfnh vat ly, nhdm thii hai la cac thude tinh vi chiie nang va nhom thii ba la nhirng thudc tinh ve nhan each.
Doi vdi Moore (2003) cho rang: "Nhan each thuong hieu (Brand Personality) la tap hgp nhimg net cam xiic dugc diing de dinh hinh thuang hieu". Phat bieu cua Kotler (2002): "Nhiing ngudi lam marketing cd the eung cap san pham cua hg vdi nhirng tinh each phii hgp vdi tinh each ngudi tieu diing. Chang han, may tinh iMac eiia hang Apple cd nhan each than thien, hgp thdi trang da thu hiit ngudi mua khdng cam thay chan doi vdi nhirng chiec may tinh ca nhan binh thudng".
Theo www.managementstudyguide.com: "Nhan each thuong hieu la each bieu hien, bieu dat sir khac biet so vdi nhiing thuang hieu khac. NhCrng nhan each nay the hien hanh vi ciia thuang hieu thong qua ca nhirng ca nhan dai dien cho thuong hieu (vi du nhu ngudi lao dgng) ciing nhu mau quang cao, bao bi,...
Khi hinh anh thuong hieu hoac nhan dien thuong hieu dugc the hien theo nhirng net dac trung cua con ngudi, no dugc ggi la nhan each thuang hieu".
Ngoai ra, ciing cd nhan dinh mdi cho nhan each thuong hieu do GS.TS. Ton Th§t NguySn Thiem dua ra hgi thao "Thau hieu nhan each tieu diing de phat trien nhan each thuong hieu la: "Nhan each thuong hieu (Brand Personality) la tam guong phan ehieu ma thong qua do khach hang nhin ra nhan each ciia chinh hg va tu hao khi giao dich vdi thuang hieu.
Nhirng gia tn nhan sinh dugc ton vinh thong qua each hanh xir cua xudt phat rir nhiing gia tri duge khach hang chgn lam mlu myc cho chinh hg. Khi dd, nhan each ciia thuang hieu mdi chinh la nhan each khach hang".
Tinh each khong de dang do ludng nhu chieu cao hay can nang ma tinh each bao gdm nhieu dac di^m khac nhau. Theo mgt nghien ciiu. ed hon 18 nghin tir mieu ta dac diem nhan each (personality traits) trong tir dien tieng Anh. Nhieu dac diem nhan each CO di6m chung nen sau nhieu nghien eiru. cac nha khoa hgc da tdng ket cac dac diem nhan each va chia thanh 5 mat nhan each chu yeu, dugc ggi la Big Five dimensions of personality (ggi lat la Big
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Hinh 1: Mo hinh nghien cCtu nhan each con ngt/di "Big five"
E O p e i ^ B
Big Five f^-^^
Personality ^^^^
L Traits ^
Five). Day ciing la mdt trong nhiing thang do tinh each don gian, phd bien va dugc ling dung rgng rai nhat hien nay. Big Five gdm cd 5 mat nhan each, vdi cae chir cai dau ghep thanh chii "OCEAN" (dai duang). Can phai nhan manh rang, khong phai moi ngu'di thugc ve 1 trong 5 mat nhan each cua Big Five, ma mdi ngudi deu cd day du 5 mat nhan each nay vdi eac mirc do khac nhau (tir rdt thap den rat cao). (Hinh 1)
Ldng trung thanh vdi thuang hieu (Brand Loyalty) la dac diem ciia nhimg khach hang thudng xuyen chgn mdt thuong hieu vdi thdi gian, do dd khien cho doanh thu va lgi nhuan ciia thuong hieu do di dy doan han. Kotler (2003) cho rang: "Viec mgt sd ngirdi dac biet trung thanh ddi vdi mdt so nhan hieu la dieu khong the ban cai. Nhung ngudi sd hiru xe Harley Davidson se khdng chuyen doi dii hi thuyet phuc rang thuong hieu md to khac hoat dgng lot hem. Nhiing ngudi sii dung Apple Macintosh se khong chuyen sang sir dung Microsoft tham chi neu hg cd the co dugc mdt so lgi ich khac. Nhirng ngudi ham mg BMW se khdng chuyen sang Mercedes.
Chimg toi ndi rang, mgt cdng ty cd dugc Idng trung thanh thuong hieu cao hon khi cd mdt sd lugng Idn khach hang khdng chuyen sang sir dung diuong hieu khac". Long tmng thanh dugc do bang 4 bien quan
sat, phat triSn bdi Ratchford (1987) va dugc Kim (1998) sua ddi, gdm cd:
• Tdi se ti6p tyc su dung thuong hieu nay vi toi cam thay hai long va quen thudc vdi thuang hieu.
• Tdi se tiep tue sir dung thucmg hieu nay cho dii cd nhiimg lgi the tir ddi thu canh tranh.
• Tdi se mua them nhiing san pham va dich vu ciia thuong hi?u nay.
• Toi thich thuong hieu nay hon cac thucmg hi^u khac.
Moi quan he giifa nhan each thucmg hieu va Idng trung thanh thuang hieu theo Guo (2003) ciing da kham pha rang nhan each thuang hieu cd anh hudng dang ke vao sd thich thuong hieu. Bdi vi thuang hieu ed nhan each rieng biet eua chiing, ngudi tieu diing cd the ddi xii vdi cac thucmg hieu nhu nhiing con ngudi thuc sy. Trong trudng hgp nay, ngudi tieu diing se mong dgi nhiing ldi noi, thai do, hanh vi hay suy nghT cua mgi ngudi de dap ling nhirng d^c diem nhan each ciia minh (Aaker, 1996). Mengxia (2007) da nghien ciiu anh hudng ciia nhan each thuang hieu vao sd thich thuang hieu, tinh cam, long trung thanh va y dinh mua ciia ngudi tieu dimg. Ket qua nghien ciiu cho thay nhan each thuong hieu cd anh hudng tich cue den sir lua chgn thuong hieu, tinh cam, long trung thanh va y dinh mua. Mdt nhan each thuong hieu nen dugc dinh hinh la lau dai va nhat quan. Ben canh dd, ciing nen ed su khae biet tii cac thuang hi?u khac nhau va dap img nhu cau ciia ngudi tieu diing (Kumar & ctg, 2006). Ngoai ra, mdt nghien ciiu dugc tien hanh bdi Kumar & ctg (2006) da phan loai mdi quan he giCfa nhan each thuang hieu va ap dyng mgt each rieng biet hang hda lau ben (xe d td), hang tieu dimg (kem danh rang) de kham pha mdi quan h?
giifa tinh each thuong hieu va ldng trung thanh vdi thucmg hieu.
3. PhtfOTig phap nghien cihi
De tai nghien cim sir dung phucmg phap binh phuong be nhat (OLS) di do ludng tac dgng ciia cac nhan td Su ldi cuon nhan each thuong hieu, Sy gan ket vdi thuong hi^u, Gia tri ty the hien, Ldi ddn \e thucmg hieu den Ldng trung thanh vdi thuong hi?u.
Md hinh nghien cim de xuat:
LOY = P, + fi*BW + p*SEy + fi*ABP + fi/BUB + £^ (1)
Trong dd: p„ la he sd n; do; p . p.. p.. p^ la cac h?
262 So 6-Thang4/2020
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SO hdi quy ciia cac hiin dgc lap lan lugt 1^ BID, SEV, ABP, BUB; e la sau so ngdu nhien. Bien phu thugc LOY la long trung thanh cua thu'ong hieu; Bi^n ddc lap gdm: BID la sy gdn kSt thuong hieu, SEV la gia tri ty the hien, ABP la su ldi cudn cua tinh each thuang hieu, BUB la Idi ddn ve thuong hieu.
Dir lieu dugc thu thap tir 2 ngudn: Du lieu thii cdp dugc thu thap tir viec phdng van cac chuyen gia trong nganh de xay dyng va hoan thien cac bien nghien ciiu, tir do hoan thien bang cau hdi va du lieu so cap thdng qua bang eau hdi gui den 250 ngudi tieu diing thugc tat ca cac ITnh vye nganh nghe lam viec va hgc tap.
4. KH qua nghien cii'u
Theo ket qua Bang 1 md hinh ed he sd xac dinh R2 la 0.405. Nhu vay, 40.5% thay d6i ciia bi6n phy thudc dugc giai thich bdi cac bien ddc lap ciia md hinh hay ndi each khac 40.5%i%( thay ddi Ldng trung thanh ciia thuang hieu dugc giai thich bdi cae nhan to trong mo hinh.
Trong nghien ciiu cd 3 h\in: Su gan ket thuong hieu, Sy ldi cudn ciia thuang hieu, Ldi ddn ve thuong hieu(Sig. < 0.05). KSt qua theo Bang 2 cho thdy, ba bien tren anh hudng den bien phu thugc d miic y nghTa trong mo hinh.
Giai thich: Bien ddc lap ABP va SEV dugc ggp chung, do cae cau hdi nay lien quan vdi nhau va ngudi dugc khao sat cd eac y kien ve 2 bien nay tuong ty nhau, theo nhu he so tai ciia 2 bien doe lap
nay Factor Loading ciia bien ddc lap ABP Idn hon, vi vay tac gia da dat chung cho 2 bien ddc lap ABP va SEV gdm 8 bien quan sat la ABP' Su ldi cudn thuong hieu. Tiep theo. la 5 bien quan sat cdn lai ciia thang do BID, d bien doc lap nay cd su tach bien thanh 2 nhan to la (BIDI, BID2, BID3) va (BID4, BID6), tac gia da dat thanh 2 nhdm gdm la BID va BIDV (BID46): Su gdn kit thuang hieu.
Ba nhan td cudi ciing nay neu dugc gia tang va phat huy tot thi se gia tang dugc Ldng trung thanh cua thuong hieu, cu the la dau ciia eae bien (cac nhan td) deu mang ket qua tac ddng duang, vi the ket qua nghien ciiu diing ky vgng ban dau.
5. Ket loan va h^m y quan trj
Trong md hinh hdi quy, de tai da chi ra mire do trung thanh cua khach hang (LOY) chiu anh hudng bdi sy gdn ket thuang hieu (BID) ed Beta =0.334.
Ddng thdi, hai nhan to con lai cua md hinh ciing tac ddng len LOY, nhimg vdi miic do yeu hon BID. Cu thi nhu sau, ABP cd Beta= 0 285, BUB cd Beta=
0.19.
Nhu vay, neu doanh nghiep mudn tang cudng miic do trung thanh cua khach hang ddi vdi thucmg hieu ciia minh, can tap trung tang cudng xay dung su gdn kit vdi thuang hieu. Thuc ti a Viet Nam hien nay, nhirng thuong hieu nganh hang tieu dimg nhanh chigni thi phan Idn da tao ra sy gan ket vdi thuong hieu, thuang hieu gan ket vdi khach hang rat cao.
Bdng viec sang tao nhieu kieu dang, tinh nang san
Bang 1. Ket qua hoi quy theo phiTdng phap Enter Model
1
R 0.636'
R=
0.405
R^ hieu chinh 0.395
Sai so cua ly&c Iu'O'ng 0.910
Durbin.Watson 1.894
Bang 2. Ket qua Mo hinh hoi quy
Hing s6 ABP
BID BIDV
He so hoi quy chu'a chuan hoa H$ so 2.120 0.262 0.289 -0.041
Sai so chuan 0.234 0.067 0.056 0.045
He so hoi quy da chuan hoa
0.285 0.334 -0.057
t
9.074 3.938 5.180 -0.893
Sig.
0.000 0.000 0.000 0.373
Thong ke tu-ang quan 1 Tolerance
0.463 0 582 0.596
VIF 2158 1 717 1 678
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pham, mau sac khae nhau va dua ra nhieu mire gia hap dan tir thap den eao tiiy vao nhu eau khach hang.
Nhung them vao dd, nhirng thuong hieu Idn trong nganh FMCG ciing tap trung vao rat nhieu trong khau Marketing, dac biet la mang quang eao de dua ra nhieu thdng diep gan ket vdi thuang hieu va khach hang hon. Nhiing cdng ty Idn da lam dugc dieu nay nhu Unilever, Vinamilk, P&G da luon tich eye tao ra sy lien ket thuang hieu vdi san pham ciia minh de khi khach hang vao sieu thi hay tao hoa khdng eon ban khoan khi chgn mua san pham. Neu nhieu edng ty ap dung chien luge Marketing nay, chac rang se cd rat nhieu cdng ty thanh cdng trong ITnh vyc hang tieu diing nhanh. Mat hang tieu diing nhanh cung ed hai mat thuan lgi va kho khan. Ve thuan lgi, khach hang de mua theo thdi quen va bat lgi la khach hang de dan do suy nghT khi xukt hien san pham mdi tot, an toan hem va neu khdng cd san pham thudng xuyen mua hay sir dung eo the hg se mua bat cir san pham khae eiing chirc nang de sii dung. Vi vay, cac cdng
ty hien nay trong nganh FMCG phai ludn sang tao cai tiin va truygn dat nhirng thdng diep > nghTa vi san pham, di khach hang ludn luon nhd \ a tin diing san pham, chien luge Marketing phai dau tu hgp ly va lau dai. Ve mat kho khan, Viet Nam la nude dang phat trien va tham gia nhieu hiep dmh, hgp tac quoc te, vi vay, nganh hang FMCG la ITnh vuc rat nhay cam, de gay ra bien ddng. Hien tai, rat nhieu san pham ciia cac thucmg hieu tren the gidi dang tran ngap vao Viet Nam mdt each d at, ddi hdi cac doanh nghiep Viet ciia nganh hang FMCG phai cd gang thay ddi lien hie ve mlu ma, mau sac phii hgp va hap dSn va nen co tren 2 ngon ngir tren bao bi san pham.
Bao bi san pham cd tren 2 ngdn ngir dam bao quy trinh xuat khau, de nude ban hieu (thanh phan, cdng dung, each sir dung cua san pham) va cd the yeu thich san pham cua thuong hieu nude minh. Ngoai ra, cac doanh nghiep cung nen xay dyng nhiing tin ddn tdt ve thuong hieu de gia tang Idng tin cua khach hang ca d trong nude va nude ngoai"
TAI LIEU THAM KHAO:
! Aaker, D (1991) Managing Brand Equity, The Free Pres, New York. Stramagic international academy, z. Aaker, D.A (1996), Building strong brands. New York, The Free Press.
3. Aaker, J. L. (1997), Dimensions of brand personality. Journal of Marketinng Rearch.
4. Nielsen (2017), Bdo cdo nghien ci'ni thi tnrang cua trong Q4/20I6 vd Q1/2017 trong ngdnh hdng tieu ditng nhanh 5. Bo Cong Thirong (2017), "Nganh hang tieu diing nhanh: Nang cao nang luc canh tranh de chiem ITnh virc thi
trudng noi dia" http://baocongthuong.com.vn/nganh-hang-Iieu-dung-nhanh-nang-cao-nang-luc-canh-tranh-de- chiem-linh-thi-truong-noi-dia html (truy cap 29/3/2017)
6. Foamier S (1998), Consumers and their brands. Developing relationship theory in consumer research. Journal of Consumer Research.
I. Hoang Trong & Chu Nguyin Mong Ngpc (2005). Phdn tich du lieu nghien cuu v&i SPSS. Nha xuat ban Thong ke, TP H6 Chi Minh.
8 Kim, C.K., D.& Park, S-B (2001), The effect of brand per.sonality and brand identification on brand loyalty:
Applying the theory of social indentification, Jaiipanese Psychological Research. Volume 43, No.4, 1995 -206.
9. Nguyen Dinh Tho & Nguyen Thi Mai Trang (2002),/VgA/ew ciru cdc thdnh phdn cuogtdtri thirang hieu vd do luang chiing tmng thi tnrdng hdnh tieu dimg tai Viet Nam. B2002-22-33, Tmdng Dai hoc Kinh te TP. Ho Chi Minh.
10 Nguyen Dinh Tho va Nguyen Thi Mai Trang (2004), Cdc yeu td chinh tdc dong vdo sir lua chpn hdng noi vdhdng ngoai nhdp ciia ngudi Viet Nam. B2004-22-65, Trudng Dai hoc Kinh t^ TP. Ho Chi Minh
II. Pham Anh Tukn (2008) "Tdc dong ciia cdc nhdn td tinh cdch thuang hi4u din long trung thdnh cua khdch hdng - Nghit'n ciru tru&ng hap tin trudng dien thogidi dong Viet\ani". Luan van Thac s\. Dai hoc KinhieTP. Ho Chi Minh
12. Vien Nghien ciru dao tao \ a Quan ly (2008) Tao dung vd Qudn tri thuang hiiu danh neng \ d lai nhuan NXB Lao dpng va Xa hpi.
264 So 6-Thang4/2020
KINH DOANH
Ngay nhan bai: 13/3/2020
Ngay p h a n bien danh gia va siia chira: 23/3/2020 Ngay chip nlijn dang bai: 3/4/2020
Thong tin tiic giit • I.TS.TRANVANDAT 2. NGUYEN AN NINH
Khoa Quan tr| liinh doanh, Tru-ong Dai hQC Ngan hang TP. Ho Chi Minh
A STUDY ON HOW BRAND PERSONALITIES AFFECT THE CUSTOMER LOYALTY IN FAST-MOVING CONSUMER GOODS INDUSTRY IN THE CONTEXT OF VIETNAM'S INTERNATIONAL
INTEGRATION PERIOD
• Ph.D TRAN VAN DAT - NGUYEN AN NINH
Faculty of Business Administration, Banking University of i-lo Chi Minfi City ABSTRACT:
When the free trade agreements officially come into effect, Vietnam will have to compete with an increasing number of famous foreign manufacturers, traders and brands including those of fast-moving consumer goods industry. Therefore, it requires Viemamese businesses to take the right decisions and steps to confidently dominate the domestic marlcel because the competition in the fast-moving consumer marlcet with foreign rivals is expected to be very fierce. Researches on strategies in developing the fast-moving consumer goods industry in Vietnam are important including studies on customer loyalty.
Keywords: Loyalty, brand personality, customers, fast consumption, Vietnam.
