P H A T T R I E N K I N H T E
Mu*am'.rmmm
M O I QUAN HE VOI THIfONG HIEU
QUAN HE DQN PHl/QNG HAY QUAN HE SONG PH^QNG?
P H A M D l f C KY*
.Mac du nidi quan hf khdch hang - thudng hifu (Brand Consumer Relationship - BCR) Id mot dgng dgc bi'^t trong ly thuyet tiep thj quan h^ nhirng vdn con rat it nghien cuu phan bift cdc logi BCR khdc nhau. Muc dich cua bdi viet ndy Id phdn logi bdn chat cua cdc BCR dura tren hai tiep can cdn bdn: (1) Moi quan hg dcfn phuang tgo nen rdng bugc cdm xuc; vd (2) Moi quan he song phuang tlujrc su, trong do: (i) hinh thdnh su rdng bugc xd hgi (ii) thong qua tuang tdc chu dgng giua liai phia doi tdc quan hq dif a tren (Hi) cd thdnh phan giao dich vd thdnh phan xa hgi. Ket qud nghien cuu chi ra hgn che ciia tiep cgn quan hf thuang hifu hien nay vd hy vgng rdng neu cd dugc su rdng bugc xd hgi se ddn den cdc ket qud quan hf phong phu nhu sir gdn bo, sg- chia se mgc tieu ~ gid trj vd tho Ig ban thdn... vugt len tren su trung thdnh thuang hieu dffn thuan.
Tir khoa: Quan he thucmg hieu. quan he dem phuang, quan h? song phuang, luang tdc giao dich, tuang tdc xd hoi, rdng buoc cdm xiic, rdng buoc xd hoi.
1.
Md^uCo rat nhieu dinh nghta ve thuat ngu "moi quan he" trong cdc ITnh vuc nghien cuu khdc nhau nhu: tam ly hpc (Motom & Douglas. 1981), xa hpi hpc (Blumslein & Kollock, 1988) va nghien ciru liep thi (Foumier. 1998; Maclnnis & clg, 2009).
Doi tac quan he co the Id doi tugng, con ngudi hay thuang hieu. Dac biet, cac ket qua nghien cim cho thay moi quan he hen trien theo cac chu ky va ton tai dudi cdc dang thiic khac nhau (Foumier;
Maclnnis & ctg, 2009; Berscheid, 1996). Cho nen khong the co mpt dinh nghia chung ndo duac chap nhan trong ly Ihuyet quan he long quat.
Nghien ciru moi quan he khach hang - thuang hieu (BCR) dugc xay dung dua tren nen tang ly thuyet tiep thj quan he ngay cang dugc cdc nhd
nghien ciru hdn lam va quan tri thuang hieu tren the gidi quan tam vi ket qua ciia no mang lai lgi ich cho cd doanh nghiep, khdch hdng vd cac to chuc xa hoi tham gia vao qua trinh xay dung moi quan he do. Tuy nhien, d VN Imh vyc nay con mdi me va co rat it cac bai viet de cap tren cac tren tiip chi chuyen ngdnh.
2. Muc tieu nghien cutj
Mac du BCR la mot dang dac biet cua moi quan he trong tiep thi nhung van con rat it nghien cuu phan biet cac loai BCR khdc nhau. Bai viet nay nham myc dich phan loai ban chat ciia moi quan he thuang hieu dya tren hai tiep can can ban:
(1) M6i quan he don phuang; va (2) M6i quan he song phuang. Tien hanh khdo sat cac giai doan cua qud trinh quan he thuang hieu nhdm phan biet
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NGHISN CUU & TRAO Obt* ThS., Trwdng D^i hgc Bach khoa TP.HCM Email: [email protected]
P H A T T R I E N K I N H T E
ro CO cau ciia timg loai tiep can ndy. Tdc gid mong muon ket qud nghien cuu chi ra cdc han che chua dugc quan tam nghien cuu hien nay nhu: co sd (cdc tien to) hinh thdnh nSn moi quan he, vai tr6 cua truyen thong tiep thi va truyen thong xa hpi lien quan nhu the nao den cdc loai rang bupc trong quan he. Cdc loai rang bupc khac nhau thi dan den cac ket qua (hay bieu hien hanh vi) quan he khdc nhau nhu the nao.
3. Cd sd ly thuyet
3.1 Qud trinh phdt trien cda /J) thuyet quan hS Nganh tam ly hoc dinh nghTa moi quan he ca nhan tao nen mpt the thong nhdt va chia se cac chuan myc, quy tac vd the gidi quan vdi nhau (Motorn & Douglas, 1981). Nganh xa hpi hpc djnh nghTa moi quan he la mpt chuoi cdc tuong lac lien hoan giira cdc giai doan, tii qud khu cho tdi tuang lai ma ca hai phia tham gia deu phy thupc lan nhau, tiic hanh vi cua ngudi nay co anh hudng den ket qua cua ngudi kia (Blumstein & Kollock, 1988). Trong ly thuyet tiSp thi thi m6i quan he la mpt chu6i cac trao d6i qua lai giiJa hai doi tac hieu biSt lan nhau, chung bien doi theo cac tuong tdc va that thudng theo hoan canh (Foumier, 1998).
Dac biet cdc m6i quan he con phdt trien theo cac dang quan he khac nhau (Foumier; Maclnnis &
ctg, 2009; Berscheid, 1996) vdi cdc ddi tugng, con ngudi hay thuang hieu. Tuy nhien vln khong co mot dinh nghTa chung nao dugc chdp nhan trong ly thuyet quan he tong quat.
Gan day Fournier da tong kk thanh ba chii thuy6t quan trpng (Maclnnis & ctg, 2009), theo do quan he thuang hieu: (I) Id phuang tien cung cap ngu6n lyc vd y nghTa giup con ngudi dat dugc cac muc tieu d cdp dp cao ban; (2) co tfnh phuc tap, nhieu thanh phdn (ban 50 thanh phan), tieu bi^u cho tinh hai mat (hgp tac hay canh tranh, chirc nang hay cam xuc, sau sic hay hdi hgt), nhieu hinh thai khac nhau nhu: tich cue (quan he cam ket, tinh ban chi c6t), trung boa (quan he d3ng
nghiep) hoac tieu cue (no le); vd (3) mo ta qua trinh hinh thdnh, tien trien va cham dut quan he nhu the nao.
3.2 Cdc mSi quan he tieu bieu
- Moi quan he con ngudi vai doi tuang: Theo thuyet duy linh thi con ngudi tin rang doi tugng co linh hon (Aggarwal; Maclnnis & ctg, 2009) nen hg sir dung quyen sd hiJu cot loi nay de phat trien va tang cudng cam nhdn ve bdn than (Maclnnis &
ctg, 2009). Tuy nhien, m6i quan he giiia con ngudi va doi tugng la gian tiep va dan phuang (Shimp & Madden, 1988) nen nhan hinh hoa doi tugng Id cdch thirc ph6 bien trong hau bet cdc ngdnh nghien cuu xa hpi hpc (Foumier, 1998) md tieu biSu Id trang thai "khat khao san pham mpt cdch cue dp" (Shimp & Madden, 1988, trang 163), CO the "yeu" nhung cung co the "that tinh"
vdi mpt doi tugng tieu diing nao do. Tuy nhien khong phdi tdt cd cac quan he dh\x dira tren tinh yeu vi tinh yeu chi la mpt dang quan he (Maclnnis
& ctg, 2009).
- Moi quan he trong tiep thi: Moi quan he trong tiep thi khao sat mpt pho quan he rpng giu'a cac d6i tdc ti^p thj khdc nhau dpc theo chuoi cung ung, bao gom: ngudi mua, ngudi ban, nha cung cdp, nha phan phoi, doi thu canh tranh, khdch hang... (Parvatiyar & Sheth, 2000). Quan diSm nay thien ve cac hoat dpng cua cong ty nham khang dinh quyen kiem spat trong quan he (vi du cac chuang trinh Customer Relationship Management - CRM) han la xem khach hang nhu Id mpt doi tac chu dpng - quan he tuong ho va binh dang.
- Moi quan he con ngudi vdi thuang hieu: Mac dil ly thuy8t tiep thi quan he con han che nhung la dpng lyc de md rong khai niem moi quan he lien ca nhdn sang boi cdnh quan he giira khach hang - thuong hieu - BCR (Fournier, 1998). Thuang hieu da tirng dugc hu cau de trd nen song dpng va co nhan each (vi dy: nhan vat boat hinh yeu thich...)
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ldm biCu hrgng (\'i dy: danh nhan, ngirdi phdi ngon, ngudi lam chiing) cho Ihuang IIIQU. Tuy nhicn. nfiu khong diing nhan hinh hoa do an dy thuang hi(>u nhu d6i tac quan hC thi van thich hgp han (Fournier. 1998)
Dya vao nhirng kiOn ilnic vc die moi quan he lieu bicu cho iluiy quan ntC-m BCK liiC'n tai cdn bj gidi hgn irong pham \i dan \i cyp doi vd moi quan he dan phuang, chi Id "mpt trang ihdi inn tgi".
Quan nicm nay Idm cho cac nhd ticp ihj bj han che khi xem \ci vai iro cua thuang hi^u nhu doi tdc quan he lich cue va chu dpng.
4. Ket qua nghien cuii
•I. I Tiep can theo cdc moi quan he thuang hieu
- Mm quan he dan phuang. Id moi quan he ma
chi CO mpi phia biet rat ro phia ben kia nhung van phat tri6n sy gdn b6 cdm xiic vdi doi tugng dugc yeu thich nhu: giua lodi khi vdi hinh nhan, tre em vdi biip be, nhan vgt hogt hinh, ngudi tieu diing vdi Siin pham/thuang hi?u (Maclnnis & ctg, 2009). M^c dil khong tucmg tdc hai chieu nhung chung v3n co the cung cap cdc Igi ich nhu so thich/thai dp, sy tin nhi?m, gdn bd mat thiet, sir ihodi mdi hay tien nghi. Neu ca hai phia bat ddu tuang lac (giiia cd nhan vdi thuang hieu hay doi tugng yeu ihich d ngoai ddi) thi qua trinh song phuang se xuai hi?n, tao ra sy rang bupc xd hpi (Paimatier & ctg, 2007) Id mpt dieu tu nhien trong moi quan h? song phuang thyc sy so vdi quan h?
don phuang hay khong co quan he (Hinh I).
- Mot quan h? song phucmg: Quan he trd nen
Ket noi giua thuong hi^u vdi khach hang d i n d^n hinh thanh m^t sy rdng bu$c.
BCR (quan h^ d v n phyo'ng) Chuyen doi mot chieu (phan dng, cam xuc) Id
thyorg hieu tdi khach hang.
Co the din den mpt sy rang bu^c cam xuc (dya vao chuyen doi cam xiic).
Co the xay ra giua hai ca nhSn, ho$c giya mgi ca nhan voi mpt dpi tygng/ nhom/ thu'ang hieu.
Ket qua:
Sa thich/thai dp thyong hieu, cam ket tinh cam, trung thanh thuong hieu, phy thupc vSo thycrng hieu, trung thanh thuang hi^u ve mgt hanh vi, s i n long tha thy VI ph^m, san sang tra gia cao, hdnh vi truyen mi^ng (WOM).
BCR (quan h^ song phiFvng t h i ^ si^]
Tuang tdc (giao djch, xa h$j) hai chieu giira thuong hi$u vdi khdch hang.
C6 thS d i n dSn m$t rdng buOc xa hpi (dya vdo tnjy^n thong xa h^i).
Xay ra giya hai ca nhdn, hodc gii^a m$t cd nhan vdi mpt thyc the hanh dgng nhdn danh thyo'ng hi§u (cong ty, thycng hi§u. nhom...)
J
Ket qua:
Trao d6i ngu6n lyc (de dgt den mgc tieu/ky vgng), chia sS cdc gia trj chung (dya vao chuan myc), gan bo m$t thiet, s i n long Iho Ip ban thdn.
Hinh 1 . Tong ket khung nghien cii'u cac tiep c$n quan he thu'tfng hieu (BCR)
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NGHISN c u u & TRAO OOlP H A T T R I E N K I N H T E
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song phuang thyc sy khi xudt hien qua trinh bidn doi dua tren su tuang tdc giiia hai phia doi tdc tich cue, dgc trung bdi it nhat ba yfiu to ca ban Id: su tuang h6, tuan thu chudn myc xa hpi va duy tri rang bupc xa hpi (Dwyer & ctg. 1987; Fournier.
1998; Paimatier & ctg, 2007).
Khdi niem su tuang ho dua tren thuyet trao doi xa hoi (Li & Dant, 1997) vd thuyet cong bdng (Blumstein & Kollock, 1988). Chudn myc xa hpi chi phu thupc vao truyen thong lien cd nhan gitta cdc doi tac quan he, dugc dan ddt bdi chudn cpng dong (Maclnnis & ctg, 2009). Rang bupc xd hpi dugc hifiu nhu la miic dp mat thifit giira cdc doi tac. bat nguon tir tuong tdc ha tdng quan he. dugc kfi thira vd phat trien theo thdi gian vd trd thanh nghi thirc hay van boa cua cpng d6ng. Ca nhan tham gia trong cpng dong thuang hieu dugc chia se cac gia trj nhu kien thiic. bdn sac, the gidi quan, bon phdn vd trach nhifim dao dire vdi xa hpi (Blumstein & Kollock, 1988; Maclnnis & ctg, 2009), gia tang su hifiu bifit, tin cay va rang bupc lan nhau. Su rang bupc xa hoi nay dan den mpt so kfit qua quan he noi bat nhu: mirc dp mat thiet, chia se nguon lyc dfi dat dfin myc tieu/ ky vpng cua cupc song (Maclnnis & ctg, 2009; Blumstein
& Kollock, 1998).
4.2 Tiep can theo qud trinh quan he Sy tuang ho, sy tuang tdc va sy phat trien cdc chuan muc quan he la trpng tam cua qua trinh song phuang, the nhung quan niem hifin nay vfi BCR dang sir dung mot dinh nghTa rat pho qudt vfi sy tuang ho (Fournier, 1998). Khdo sat BCR song phuang thuc sy can phai xem xet sy tuang ho mpt each true tiep hem dua trfin ca ly thuyfit quan he va ly thuyei trao doi - cac ly thuyet nong cot trong nghien ciiu tifip thi quan he. Qua trinh tuang ho doi hoi phai duy tri sy tuang tac trong suot cac giai doan cua qua trinh quan he. VI vay, thao ludn cac giai dogn quan he: (1) nhan biet, (2) kham phd, (3) md rpng, (4) cam ket, va (5) cham diit
(i3\\\cr & ctg 1987) se giup hifiu biin l6t han vfi BCR song phuang thyc su.
4.3 Tiep can hai thdnh phdn: tuong tdc giao djch vd tuang tdc xd hgi
Khao sat BCR can dua trfin qua irinh tuang tac vd tuang ho ket hgp voi ly thuyet trao d6i va ly thuyei quan he lifin ca nhan. Do vgy tdc gia dfi nghj xem xel ca hai logi: (I) luang lac giao dich, vd (2) tuang tac xa hpi trong qua trinh BCR.
Thdnh phan giao'djch tbi dya vao ly thuyfil trao doi nguon luc vat chat, trong do su tuong ho xuat hien dudi hinh thuc mua (sdn pham bdng tien).
Thdnh phan xa hpi,thi dua vdo ly thuyet quan he lien ca nhan, trong do su tuang h6 xuat hien dudi hinh thuc trao doi (ban sac. quan difim, thong tin) cd nhan. Moi thanh phan tuang tac iing vdi mpt loai thong tin khao nhau dugc truyen thong giira cac phia doi tac quan he, tu do hinh ihdnh nfin cac loai rang bupc hay muc do ket noi thuang hieu - bdn than khac nhau (Maclnnis & ctg. 2009). Dac biet. truyfin thong xa hpi dugc nhan manh d day Id can thiet de hinh thanh su rang bupc xa hpi (Hinh
! ) •
CJ giai doan kham phd vd md rpng quan he thi mpt khach hang co the dat dfin tuong tac xa hpi vdi thuong hifiu ma hp khao khat nhung khong the (hoac chua) co kha nang dfi mua. CJ giai doan khach hdng tham gia vao cd hai logi tucmg tdc (giao dich va xa hpi) vdi diuang hifiu nhung san phdm thirang hieu da rdi khoi thi trudng phan phoi (khong con tuang tac giao djch niia), hp co the van duy tri tuang tac xa hpi vdi thuang hifiu.
0 giai doan cham diit quan he khach hang co the cham dut mpt thanh phan tuang tdc nhung van duy tri thdnh phan tuong tac con lai.
4.3 Vai tro truyen thong xd hpi irong quan he thuong hieu
Cdc ly thuyfit trao doi va quan he lifin cd nhan cung dfi nghi rang su trao doi thong tin hay truyfin thong la mpi ca cau cho phep qua trinh quan he
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P H A T T R I E N K I N H T E So 256, Thing Hal nSm 2012
song phuang dien ra. Vdi Iruyen thong tiep thi truyen thSng thi thong di?p dugc dy phong tdi khach hang chi du cho quan hp dan phuang.
Trong boi cdnh BCR thi thong tin hai chieu (tu'ong tac giao djch hay xa hpi) lir moi phia Ihi khdc nhau nhung dfiu ho trg cho truyen thong giua khach hang - thuang hi?u. Cpng dong xa hpi, cpng dong tam ly hay moi tiudng Internet la mpt vi dy cy the vfi thuang hi?u nhu mpt cong giao tiep thong tin vdi mpt tap cdc giao di?n khdc nhau md khach hang co the tuang lac vdi cac doi lugng lifin quan vdi thuang hieu qua cdc giao di?n khdc nhau do.
4.4 Kit qud cua cdc moi quan he
Ket qua quan he dugc djnh nghTa nhu hdu qua lien quan giira hai hay nhifiu phia doi tdc quan he lam thay doi moi trudng va/hoac su lya chpn hay cung CO, chia se cac muc tieu trong suot qua trinh quan he. Cac kfit qua khdc nhau phy thuoc vao Nhan thiic - Tinh cam - Hanh vi trong timg giai doan cua qud trinh quan he do. Mot so ket qua quan he ciii xuat hifin khi co sy tuong tac va vi vay chi co trong cac quan he song phuang thyc su nhung mpt so ket qua khdc co the xuat phdt tir mpt sy rang bupc cam xuc dan thuan trong quan he don phuang (Bdng 1).
- Kit qud quan he dan phucmg: Cac kfit qua nhan thiic nhu la sd thich, cdm thdy thoa man hay
thdn quen c6 the bdt ngu6n tir sy tin tudng vao thong tin nhan dugc qua truyfin thong tifip thj mpt chieu (quang cdo tniyen thong). Tucmg tu ket qua Tinh cdm c6 th^ dya vao cam gidc dy phong tit mOt doi tdc ndy sang mpt doi tac khac. Thdm chi khong CO tiTjy^n Ihong hai chieu thi hdnh vi hay dy djnh hanh vi ndo do van xdy ra nhd vao nifim tin (sieu nhgn thirc - thdi dp) vd cdm xiic (tinh cam) vdi doi tdc quan hp. Do do, trong quan he dan phuong, ket qua c6 the quy ve thdi dp co sdn hay sy hi?n dien cua rdng bupc cam xuc, khong nhat thifit phai la qud trinh song phucmg. Quan he dan phuang van c6 kha nang cung cap lgi ich cam xuc vd thfi hi?n mpi kfit qua trung thanh manh Het vdi doi lugng co cam tinh.
- Kei qud quan he song phuang thuc su: Cic ket qua cua moi quan he nay doi hoi phdi co tuong tdc hh tucmg vd c6 the co su hien dien cua rang bupc xa hpi - mpt yeu to then chot cua moi quan he lifin cd nhan. Cac nghifin ciiu hifin nay da nhan manh sy hinh thdnh rdng bupc xa hpi Id kfit qua ciia sy phdt trien ciia ky vpng vd chia sfi muc tieu hay nguon luc - Nhan thirc (Escalas & Bettman, 2005; Maclnnis & ctg, 2009) dua trfin cac chuan myc dugc thifit lgp (Blumstein & Kollock, 1998).
Miic dp rang bupc cdng cao cdng tang cudng miic dp mat thifit - Tinh cam (Foumier, 1998), tang cudng cam ket den miic sin sang tho Ip ban than - Hdnh vi (Aaker & ctg; Maclnnis & ctg, 2009).
Bang 1. Phan biet cac ket qua dat du'dc theo tuTng giai doan quan he Qua trinh/ Kit qua
Nhan thdc (Cognitive)
Tinh cam (Affective) Hanh vi (Behavioral)
Ket qua quan h? do-n phu-o-ng
Sd thfch, thai dg, thoa man, thSn quen.
Cam ket, tfn nhigm. thoai mai.
Trung thanh, phy thugc va san idng tha thd cho vi pham
Ket qua quan h^ song phiFcng thyc s y
Chia sS myc tieu va ky vpng dya tren cac chuIn myc du-ac thiet lap.
Gdn bo, mgt thiet.
San long tho Ig ban than, chia se thong tin ca nhan.
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P H A T T R I E N K I N H T E
5. Thao luan
Hgn che cua quan diim quan he thuang hieu hien nay
Ly thuyet quan he thuang hieu BCR su dung nhan hinh hoa de thuang hieu dugc thira nhdn nhu Id doi tac quan he cang to ra ban che khi dua vao quan diem gid - quan he hay moi quan he dan phuang, khong can su tuang tac tryc tiep giQa khach hdng va thuang hieu. Tuy nhifin quan diem su dyng an dy thuong hieu cho giong vdi quan he tich cue til' cd hai phia (difin hinh Id quan he hon nhan) trong boi canh BCR khong phai luc nao cung dugc ung hp (Fournier, 1998). Hgn che nay lam cho cac nha tiep thi quan nifim chat lugng quan he (Brand Relationship Quality - BRQ) vdi sdu khia cgnh cam xuc hifin difin trong tam tri khach hang. Cac nghifin cim BCR sau do da quan tam den su gan bo cam xiic (Thomson & ctg;
Maclnnis & ctg, 2009) dai difin cho quan he thuang hifiu mgnh nhung chua quan tam den qua trinh song phuang dung dfi tao ra sy rang bupc xa hpi. Cho nen du BCR trd thanh mot dang cot loi ciia tifip thj quan he thi tifip can giao djch truyfin thong (mua dugc xem Id yeu to can bdn) va rang bupc cam xuc khong thfi dy bao triet de hanh vi quan he vdi thuong hifiu.
Difiu nay ddn dfin ba hgn che cu the trong nghifin ciiu BCR: (1) Ly thuyet BCR hifin tai chi xem xet mot d6i tac quan he tich cyc Id khdch hang; (2) Sy tuong tdc Id mot thanh phdn cot loi ciia BCR nhung chi dugc nhan mgnh trong tinh hudng sir dung; vd (3) Vai tro truyen thong xa hpi giiia khdch hang vd thucmg hifiu khong dugc xem xet. Nhiing ban chfi ndy la tdt yfiu bdi vi quan niem vfi BCR hien tai vln mang bdn chat "nhan thiic" nen dudng nhu chi phdn dnh mpt quan hfi don phucmg. Do do, cdn thiet phai tim hifiu mot dang BCR khac - m6i quan he BCR song phucmg thyc sy - doi hoi co sy hien difin cua rang bupc xa hpi giija hai d6i tac quan he chu dpng.
Sy tien bp cong nghe ngdy cdng ho trg truyfin thong tuang tdc de ddng hon. Trong khi tuong tac giao dich dd dugc xac djnh mpt cdch ro rang thi tuong tac xa hpi can phai dugc kham phd nhieu ban niia de cho phep khdch hdng nhin nhdn cdc thuang hifiu nhu cac doi tdc quan he chii dong vd tich cyc. Vay phai chdng BCR cung ton tgi dudi hai loai quan he phan biet nay. Mac dii ca hai deu phil hgp vdi djnh nghTa moi quan he theo nghTa rpng nhmig chung khac nhau ve dac trung va kei qud quan he (Bang I).
Dua vao nhung kien thiic tong kfit trong Hinh 1 va Bang 1 thi ro rang BCR la mpt moi quan he thyc sy nfiu: (1) chi ra dupc cdc hgn chfi cua khai niem BCR trong phgm vi cac moi quan he don phuang va rang bupc cam xuc; vd (2) khong dugc quan nifim BCR chi la "mpt trang thai ton tgi" ma phdi xem xet BCR nhu la mpt qua trinh bao gom ca tuang tac giao dich lan tuong tac xa hpi va truyen thong hai chifiu de duy tri rdng bupc xa hpi.
6. Ojnh hu'dng nghien cuTu
6.1 Khdo sdt BCR nhu mgt qud trinh song phucfng ihuc su
Su ndm bdt ca ly thuyfit ve quan he ca nhdn va tifip thj quan he giiip chung ta co mpt cai nhin sdu sdc ban vfi BCR nhu mpt quan he song phuong thyc su, trong do: (1) Sy rang buoc xa hpi dugc hinh thanh thong qua (2) tuong tac giCra hai phia doi tdc quan he chii dpng (qua trinh song phuong) dya trfin cd hai thanh phdn tuang tac giao dich va tuang tdc xa hpi (Hinh 2).
6.2 Rdng huge xd hgi la yiu to quan trgng cua BCR song phuang thuc su
Cac nghien cuu trong ITnh vyc BCR da thao luan vfi siic manh ciia BCR va ket qua sy mat thifit vd chieu sdu quan he (Fournier, 1998) co kha nang tao nfin mpt su rang bupc vfi mat xa hoi vdi mpt thuang hifiu. Tuy nhifin, dfi hinh thdnh mpt rang bupc xa hpi thi cdn co cac tuang tac xa hpi (Paimatier & ctg, 2007) - sy chia se thong tin ca
NGHISN CtPU* TRAO BOI 2 3
PHAT TRIEN KINH TE
Thycng hi$u Id d6i tdc chil dftng
Khdch hdng Id d6i tdc chil dftng
Tuang Idc Glao d|ch
Trao d6i hdng h6a/dich vg bling ti^n bgc (mua)
Trao dAi thdng tin cSn thi^t dfi ho^n tAl vi$c giao d)ch (truyin th6ng giao djch)
Xdhftl
Trao d4l Ihflng tin vugt ra khfii phgm vi nhOng gl cSn thl4l ok hodn tdt vl^c giap dich (truyen thftng xa hfti)
Hinh 2. Mo ta BCR nhu' ni6t quan he song phu'dng th^'c s\t nhan (Aakcr, & clg; M,nclnnis i\; ctg. 2()0')) Nhir
\ a \ . su dung khai rucni rang bupc xa hpi la each dc phan biet giCra khach hang c6 tham gia vao tuang tac xa hpi vai mpt thuang hieu hay khong (phan biet BCR song phuong thuc su vot BCR dan phuang). Quan niejit ve khach hang tao dung su rang bupc xa hpi vai thuang hieu da vupt ra ngoai kliai niem trung thanh thuang hieu v^ hanh vi, thoi quen hay "hieu ling" gian dan (Foumier, 1998) (Hinh 2).
6.3 Phdn biet cdc kit qua quan he Neu sii dung nghien ciiu BCR hien tai, chiing ta khong the xac djnh dupc cac rang bupc xa hpi CO hien dien hay khong va khi nao thi chiing hien dien cung nhu khong the xac dinh dupc sir kSt n6i thien vc ket npi cam xiic ("Toi yeu iPhone") hay su rang bupc thuang hieu dua vao tuong tac xa hpi ("iPhone cung yeu toi") nhiSu han. Cho nen each tot nhat dg phan biet cac loai quan he khac nhau dua tren ca hai miic dp tuong tac (giao dich va xa hpi) dupc biSu thj duoi dang ma tran nhu Hinh 3.
Mat khac, khao sat cac loai quan he giila khach hang va thuang hieu mang mpt ham y ca vS ly thuyet lan quan trj. Xay dung mo hinh danh gia miic do anh huong ciia tiing loai quan he len k6t qua quan he la can thiat cho cac nghien ciiu tiSp theo.
. i i o o "
ra O) u
•ra
1 ^
y-
Tu'O'ng tac xa hpi
Thap Cao
BCR giao dfch
Kh6ng co BCR hay BCR tiem nang
BCR thifc sir
BCR xa hpi
Hinh 3. Ma tran phan biet cac loai quan he diA tren cac loai ti/dng tac giao djch va xa hoi.
7. Ket luan
Ket qua nghien ciiu da chi ra han ch4 ciia quan niem hi^n nay la xem BCR nhu mpt "timg thai ton t^i" dan den nhCmg quan diem khac nhau \t mpi quan h? nhan qua giira cac khai niem canh tranh (vi du: thai dp, su gSn bo, su quan tam, tinh yeu, su cam ket..., trong mpt s6 mp hinh BCR hien nay, Tac gia dS nghj cin xem xet BCR dua tren to hgp cac tiep can va cac tuang tac biSu dien bang ma tr$n phan loai ban chat cac loai quan he khac nhau. giiip Avf bao cac kSt qua quan he khac nhau. Mat khac, de nghj rang chit luprng quan he thuong hieu (BRQ) dac trung t6t nhit bai hai thanh phin phan biet: (I) Rang bupc xa hpi dupc hinh thanh, ton tai, tien trien va suy giam theo thoi gian hoan toan phu thupc vao truySn thong va tuong tac (thanh phan hien tai duy tri su gin bo);
O ^ NGHIEN C l i u & TRAP DPI
PHAT TRIEN KINH TE So 256, ThSng Hai nam 2012
(2) Rang huge cam xuc dugc hinh thanh tu trai nghiem trong qua khu va luu giu' trong tam tri khach hang (thanh phan qua khti' duy tri su gan bo). Ve mat ly thuyet, ket qua nay cijng giup giai thich ro han khai niem sy gSn bo thuang hieu dugc Park & ctg de nghi gan day (xem Maclnnis
& ctg, 2009). Vc mat quan trj thuong hieu. day la CO so giup nha tiep thj kiem scat chdt luong moi quan he thuang hieu cao nhat khi phoi hgp/duy tri toi da ca hai thanh phan luang tac giao dich va tuang tac xa hoiB
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NGHISN cyu & TRAO CiDI O S
