QUAN TRj-QUAN IV
IfNG DUNG MO HINH CAU TRUC TUYEN TINH PLS-SEM DE KHAM PHA VA KIEM DINH CAC YEU TO ANH HlTOiNG
DEN SU HAI LONG CUA KHACH HANG DOI VCfl SAN PHAM BUT VIET THIEN LONG
TAI THANH PHO HO CHI MINH
• DINH KIEM - DANG BOI DUNG
T 6 M TAT:
Nghien ciJu diJdc thiTc hien de xac dinh cac y^u t6' dnh hiring den si^ hai long cua khach hang sinh sdng tai Thanh pho H 6 Chi Minh (tren 18 tudi) doi vdi san phlm biit vifi't cua Thign Long. Dff ligu trong nghidn ciJu n^y difdc thu thSp tu; 388 khach hang da mua but cua Thien Long tai cac cu'a hang sach d Thanh phd' Hd Chf Minh. Phuong phap dinh luong mo hinh phrfdng trinh cau true binh phUdng nhd nha't rieng phan (PLS-SEM) da diroc sti' dung trong nghidn ciJu nay. Kd't qud da xac dinh 5 yd'u td, anh hu'dng trffc tiep den Gia h:i cam nhan, duoc xep theo thti tff giam din, bao gdm: San pham, Hinh dnh Thffdng hieu, Gia ca, Nhan vien vd Gia tri bd sung. Ket qua cung phan dnh hidu qua trung gian tich cffc manh me cua Gi^ tri cdm nhan ddi vdi sir hai long cua khach hang. Theo ke't qua ndy, nhdm tac gid da dffa ra mot sdgdi y vl qudn ly d^ cdc cdng ty nganh Van phdng pham tham khdo.
Tijf khda: Sff hdi long cua khach hang, Thanh phd Hd Chi Minh, tren 18 tudi, biit vidt Thien Long.
I. Dgt va'n de ca sd de dffa ra cac giai phap thu hiit khach hang, Thi trffdng van phdng pham tai Viet Nam hien tao ra nhiing khach hang trung thanh va cdc ham y nay cd td'c do tang trffdng rat nhanh. Theo quan tri khac. Trong nffdc va ngoai nffdc da cd Technavio, cong ty nghien cffu va tff va'n trdn pham nhieu nghien cffu ve va'n de cac yeu td dnh hffdng vi toan cau cd tru sd d London da ffdc tfnh thi sff hdi long cua khdch hang ddi vdi san pham tieu Intdng van phdng pha'm d Vidt Nam se tang trffdng diing, tuy nhien d Viet Nam hien nay chffa cd vdi CAGR (Compounded Annual Growth rate - nghien cffu nao uep can sff hai long trong linh vjlc Tdc dd tang trffdng hang nam) tren 10% trong giai nganh Van phdng pha'm ndi chung va sdn pham tan 2014-2019. Nghien cffu sff hai long trong but vie't ndi rieng. Cho dd'n nay, cdc nghien cffu hanh vi ngffdi tieu diing la mdt va'n dd khdng cdn trong nffdc mdi chi tiep can va ffng dung ly thuyd't mdi nhffng khdng ngffng phat tridn. Cdc nghidn ciiu ve sff hai long de do lffdng mffc do hai long cua trade ddy hlu het tdp trung vao kham pha cdc ye'u khdch hang trong cac linh vffc dich vu vd san pham td anh hffdng dd'n sff hdi long cua khdch hdng la tieu diing, chSng han, trong Iinh vffc san pham tieu
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TAP CHi CONG THIflfNG
diing lap lai thuoc nganh Thu'c pham - Do uo'ng:
Pham Xuan Lan, Le MinhPhi/dc, (2011); Nguyin Hai Ninh, (2015)... Do do, muc tieu cua nghien ciJu tiep can khoang trd'ng nghien cu'u ve sif hai long cua khach do'i san pham nganh van phdng pham, cu the la san pham but viet nham cung cap cd set khoa hpc phuc vu cho cac nha quan tri doanh nghiep san xua't kinh doanh but viet co cai nhin chinh xac nhS't vl quan diem va thai do cua khach hang do'i vdi mat hang minh dang kinh doanh. Qua do, CO the tim ra du'dc phu'dng phap tie'p can dap iJng t6't nha't tdi khach hang muc tieu cua minh.
Thdi gian gan day, mo hinh can true tuye'n tinh (SEM) la mdt trong nhiJng ky thuSt nghien cd'u dddc d'ng dung 6 nhieu ITnh viTc nhd tinb linh boat trong viec mo hinh hoa cac quan he giita cac bie'n doc lap va phu thuoc. Trong mo hinh SEM co hai ky thuat phan tich difdc ap dung do la CB-SEM (Covariance-based SEM) thddng difdc siJ dung trong phan mem AMOS, LISREL va PLS-SEM (Partial Least Squares SEM) difdc su" dung bSng phan mem SmartPLS. Chinh vi vay, phifdng phap phan tich ca'u true tuye'n tinh du'dc su" dung rat pho bien trong NCKH vao nhifng nam g^n day va thifdng du'dc goi la phifdng phap phan tich diong tin the' he thiJ hai (Hulland & Lam, 1996). Theo Hau- et al. (2014), tif nhifng nam 2000, so nghien cdu siJ dung PLS-SEM du'dc cong bo'tang len theo cap so'nhan. Dac biet d cac Hnh vu'c quan tn chie'n lifdc, quan tri he tho'ng thong tin, hanh vi td chu'c va trong nghien cifu marketing ve phan tich siJf hai long, vi PLS-SEM cho tha'y co nhifng \ia diem vifdt troi hdn so vdi CB-SEM trifdc day.
Nghien cdu nay ap dung PLS-SEM nhif la cong cu ky thuat de xac dinh cac yd'u to anh hifdng de'n sir hai long cua khach hang do'i vdi san pham but vie't Thien Long co y nghia khoa hoc va ca y nghia thifc tien.
2. Ctf soT ly thuyd't va mo hinh nghien ciJu 2.1. Khdi niem sd hdi long khdch hdng Nhieu nha nghien cdu cho rang sd hai long la sd khac biet giffa ky vpng cua khach hang va cam nhan thu'c te' nhan difdc.
Theo Fornell, (1995) sif hai long hoac sif that vong sau khi tieu dung, du'dc dinh nghTa nhd la phan dng cua Ididch hang ve vide danh gia bang cam nhan sif khac nhau giifa ky vong tru'dc khi tidu ding vdi cam nhan thifc te' ve san pham sau khi tieu dung no.
Zeithaml & Bitner, (2000) quan nidm sif h^i long cua khich hang la sd danh gia cua khach hang ve mdt san pha'm hay dich vu da dap tfng difdc nhu c^u va mong ddi cua ho.
Kotier, (2000), dinh nghia "S^ hai long nhtf la mot cam giac hai long hogc tha't vgng cua mdt ngtfdi bing kd't qua ciia viec so sanh thtfc te' nhan dtfdc cua san pham (hay ke't qua) trong mo'i lidn he vdi nhifng mong ddi cua hp".
Looy & cac cong stf, (2003) cho rang stf hai long ciia khach hang la cam nhan cua khach hSng ve stf khac bidt giffa stf mong ddi cua hp ve mot dich vu hay san pham vdi ket qua nhan dtfdc v^
dich vu hay san pham do.
Bachelet, (2008) "Stf hai long cua khach hang la mdt phan ffng mang tinh cam xuc cua kh^ch hang sau khi stf dung mot san pham bay dich vu.
Nhtf vay, co the hieu stf hai long cua khSch hang ia vide khach hang can cff vao nhffng hieu biet cua minh dd'i vdi san pham hay dich vu ma hinh thanh ndn nhifng danh gia hoac phan doan chu quan. Dd la mdt dang cam nhan ve tam ly sau khi nhu cau cua khach hang dtfdc thoa man. Stf hai long cua khach hang dtfdc hinh thanh trdn cd sd nhffng kinh nghiem tich liiy khi mua sam va siJ dung san pham hay djch vu. Sau khi mua v^ sil dung san pham khach hang se co stf so sanh giiia hidn thtfc va ky vpng, ttf do danh gia dtfdc hai long hay khdng hai long. Nd'u Idi ich thtfc te' dap tfng khong nhtf ky vpng thi khach hang se thCt vpng, Ne'u ldi ich thtfc td' cao hdn ky vpng cua khich hang thi se tao ra hidn ttfdng hai long cao hdn hoac la hai long vtfdt qua mong ddi.
2.2. Khdi nifnt ve gid tri cdm nhqn cua khdch hdng
Ttf nhffng nam cud'i thd' ky XX, khai nidm "gia tri cam nhan" da difdc cac nha nghidn cffu tren the gidi quan tam. Cac nha nghien cffu da stf dung nhieu thuat ngif khac nhau de dinh nghia "gii tri cam nhan" cua khach hang, nhtf: gia tri cam nhSn (perceived value), gia tri cua khach hang (customer value), gia tri cho khach hang (value for the customer), gia tri cam nhan cua khach hang (customer perceived value), gia tri khach hang cam nhan (perceived customer value), gia tri cua ngtfcti tidu dung (consumer value), gia tri tieu diJiig (consumption value).
Theo Zeithaml, (1988): "Gia tri cam nhan la stf danh gia tong the cua ngtfdi tidu diing vl tien ich
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cua mdt san pham hay dich vu dtfa vao nhan thtfc cua hp vl nhffng gi nhan dtfdc va nhffng gi phai bo ra". Zeithaml danh gia nhrf mot stf so sanh giffa hai thanh ph^n "nhan drfdc" va "bo ra" cua san pham, djch vu. Zeithaml, (1988), lap luan rang, mdt so' ngtfdi tidu dung cam nhan drfdc gia tri khi co mpt mtfc gia thap, nhffng ngrf6i khac cam nhan dtfdc gia tri khi c6 mpt srf can bang giffa cha't Itfdng va gia ca.
Nhtf v|ty, nhtfng ngtfdi tidu dung khac nhau, cac thanh phan cua gia tri cam nhan c6 thd' la khac biet.
Gii tri cam nhan cua khach hang la gia tri drfdc cim nhan tinh theo ddn vi tien te cua ldi ich ve mat ky thuSt, kinh te', dich vu va xa hpi ma khach hang CO thi nhan dtfdc so vdi gia ma hp tra cho mdt san pham, dat trong vide xem xet gia cd va chao hang ciia cac nha cung cap san co (Anderson, Jain and Chintagunla, 1993).
Gia tri cam nhan cua khach hang la md'i quan hd cam xuc dtfdc thie't lap giffa khach hang va nha cung ca'p sau khi khach hang da stf dung mpt san phlm hay dich vu cua nha cung ca'p va thS'y rang san pham hay dich vu do tao ra gia tri gia lang (Butz and Goodstem 1990: 63).
Theo Woodruff (1997: 142), "gia tri cam nhan ciia khach hang la stf ydu thich, cam nhSn va danh gia cda khach hang vl cac dac tinh cua san pham, SLf the hien cua dac tinh va nhffng ke't qua dat dtfdc (hoac hau qua phat sinh) tff viec stf dung do tao dieu kidn thuan Idi dat dffdc muc tidu va muc dich cua khach hang trong cac trffcfng hdp stf dung".
Khai niem nay ke't hdp chat che gia tri mong mud'n vit gia tri nhan drfdc va nha'n manh rang gia tri xua't phit ttf nhan thtfc, srf rfu thich va dinh gia cua khich hang. No cung hen ke't san phim vdi cac trtfftng hop stf dung va hieu qua dat dtfdc qua qua trinh stf dung bdi cac khach hang.
2.3. Cdc mo hinh ly thuyet lien quan de'n nghien cdu
Mo hinh thoa man khach hang theo chtfc nang vl quan he cua Parasuraman, (1994) la stf thoa man cua khich hang phu thudc cac dac tinh san pham, dich vu va cac md'i quan he.
M6 hinh cdc yeu id dnh hudng de'n st/ hdi long khdch hdng ciia Zeithaml & Bitner, (2000):
Zeithaml & Bitner, (2000) cho rang stf hai long cua khich h^ng la mdt ham gom 5 bie'n: Stf danh gia cha't Itfdng dich vu; Stf danh gid chat Irfdng san phCm; Gia ca; Cac ye'u to tinh hud'ng; Hanh vi ca nhSn va srf khac biet van hda, xa hpi.
M6 hinh chi sS'hdi long khdch hang cua cua My (ACSI): Trong md hinh chi sd' hai long cua My (ACSI), gia tri cam nhan chiu tac dong bdi chCt Iffng cam nhan va srf mong ddi cua khach hang.
Khi do, srf mong dpi cua khach hang co tac dpng trrfc tid'p de'n chat Itfdng cam nhan. Tren thtfc te', khi mong ddi cang cad, co the tieu chuan ve chS't Itfdng cam nhan cua khach hang do'i vdi san pham cang cao hoac ngtfdc Iai. Srf hai long cua khach hang dtfdc tao thanh trdn cd sd chS't Irfdng cam nhan, srf mong dpi va gia tri cam nhSn, nd'u ch^t Irfdng va gia tri cam nhan cao hdn srf mong ddi se tao nen Idng trung thanh dd'i vdi khach hang, trrfdng hdp ngtfdc lai.
Mo hinh chi so hai ldng khdch hang cda chdu Au (ECSI): Md hinh chi so' hai long chau Au (ECSI) cd mdt s6' khac bidt nhat dinh. So vdi ACSI, hinh anh cua san pham, thrfdng hidu co tac dpng trrfc tie'p de'n srf mong dpi cua khach bang. Khi do, srf hai long cua khach hang la srf tac dpng tong hoa cua 4 nhan to' hinh anh, gia tri cam nhan, chat Itfdng cam nhan v l ca sin ph^m htfu hinh va vd hinh. Thdng thtfdng, chi so' ACSI thtfdng ap dung cho hnh vtfc cong con chi sd' ECSI thrfdng tfng dung do Itfdng cac san pham, cac nganh. Md hinh ECSI giai thich gia tri cam nhSn chiu anh htfdng trtfc tid'p cua: (1) hinh anh doanh nghidp, (2) srf mong ddi, (3) cha't Irfdng cam nhin san pham va (4) chat Irfdng cam nhan dich vu. Stf hai long chju anh htfdng trrfc tie'p ttf 4 nhan to': (1) hinh anh, (2) gia tri cam nhan, (3) chat Irfdng cam nhan san pham va (4) chat Irfdng cam nhSn dich vu. Srf hai long cua khach hang tdi lffdt nd lai anh hrfdng trrfc tid'p stf trung thanh cua khach hang.
Mo hinh chl sd quo'c gia ve sU hdi ldng khdch hdng cua Viet Nam (VCSl) (Le Vdn Huy, 2007):^ Vdi mdi quo'c gia, tffng dac trrfng ridng ve kinh te' - xa hdi se quyet dinh cac hid'n sd'cd rad'i lien he vdi nhau nhrf the' nao va ta't nhien md hinh chi so' hai Idng khach hang cua Viet Nam cung se co nhffng md'i quan he giffa cac bid'n so", tren cd sd tich liiy ca nhffng kinh nghidm thanh cong cua mdt sd'md hinh deu bieu di trrfde va nhffng dac diem cua kinh te' Viet Nam. Md hinh VCSI - Chi so'hai long khach hang Viet Nam stf dung trong nghidn cffu dtfdc tic gia Ld Van Huy, (2007) dl xua't vdi 7 bie'n sd' la:
Cac bid'n sd'nguydn nhan cua md hinh gom: hinh anh thtfdng hidu, chat Itfdng mong ddi, chat Itfdng cam nhan, gia tri cam nhan; Yd'u to trung tam la:
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TAP cni CdNt THIfdNt
srf thoa man cua khach hang; Va bie'n so' ke't qua cua mo hinh la: stf phan nan, long trung thanh cua khach hang.
Nghien ctfu stf hai long cua khach hang dd'i vdi san pham Collagen ADIVA tai thanh phd' Ho Chi Mmh, Trinh Dtfc Thp, (2016). Kd't qua nghien crfu cho tha'y 4 yd'u to' anh htfdng de'n srf hai Idng cua khach hang do'i vdi san pham Collagen ADIVA tai thanh phd'Ho Chi Minh la: Nhan vidn (NV), San pham (SP), Gia tri cong thdm (GTCT), va Gia ca (GC).
Drfa trdn nin cd sd ly thuyd't va cac nghien crfu trtfdc cd hen quan nhom tac gia ke' thtfa va chinh stfa cd chpn Ipc de de xua't cho md hinh cac yd'u to' anh hrfdng dd'n srf hai long cua khach hang dd'i vdi san pham but vie't Thien Long tai thanh phd' Ho Chi Mmh bao gom cac ye'u to' sau: san pham, nhan vidn, gia tr; cdng thdm, hinh anh thrfdng hieu, gia ca va gia tri cam nhan (Hinh 1).
Cac gia thuye't:
H I : San phS'm co anh hrfdng dd'n gia tri cam nhan cua khach hang do'i vdi san pham but vid't Thien Long
H2: Nhan vidn ban hang cd anh htfdng dtfdng de'n gia tri cam nhan cda khach hang dd'i vdi san pham but vid't Thidn Long
H3: Hinh anh thrfdng hieu cd tac ddng drfdng dd'n gia tn cam nhan cua khach hang dd'i vdi san pham but vid't Thien Long
Hinh 1: Md hinh nghien cdu
H4: Gia tri cdng them co tac dpng dtfdng den gia tri cam nhan cda khach hang dd'i vdi san pham but vie't Thien Long
H5: Gii ca drfdc khich hang cam nhSn d mtfc cao hay tha'p se lam gii tri cam nhan cua khach hang se tang hay giam trfdng rfng dd'i vdi san pham but vie't Thien Long
H6: Gia tri cam nhdn co tic ddng drfdng den srf hai long cua khach hang dd'i vdi san phlm but vid't Thidn Long.
3. Thid't kd' nghidn ctfu 3.1. Nghien cdu dinh tinh
Dl tai stf dung phtfdng phap nghien ctfu dinh tinh de xay drfng md hinh nghien cffu cung nhtf kham phi cac thanh phan va xay dtfng thang do sd bp thong qua phong van chuydn gia va thao luan nhdm nham hieu chinh, bo sung thang do va bang cau hdi stf dung cho phdng vi'n. Kd't qud nghien cffu sd bd la bang cau hoi chinh thtfc dung cho nghien crfu chinh thtfc nhtf Bang 1.
3.2. Nghien cdu dinh Iddng
Cac bie'n quan sat trong bang cSu hoi kh^o sat dtfdc xay drfng drfa tren ke't qua nghien ctfu dinh tinh, thang do stf hai long cua khach hang dtfdc stf dung ttf thang do Likert 5 mffc dp, gom: Mrfc 1- Hoan toan khong ddng y; Mtfc 2- Khdng dingy;
Mtfc 3- Khdng co y kid'n; Mtfc 4- Dong y; Mtfc 5- Hoan toan dong y.
San Pbam
Nban \ i e i
Hinh anh Thinmg hieu
Gia tri cong than
Giac
qUANTR!-QUANLV
Bang 1. Thang do chinh thifc sau nghien cBu djnh tinh
STT I I
1
2 3 4 5 II 6 7 8 9 10 11 12 III 13 14 15 16 17 N 18 19
20
21 22 V 23 24
Kyhl^u SP
SP,
SPz SP3 SP, SPs NV NV, NV, NV3 NV, NV, NV, NV, CT CT, CT2 CTj CT, CT5 HA HA, HA2
HA3
HA, HA5 GC GC, GO, 251 GCj 26 1 GC,
Yaulo San pham
San pham co mau ma da dang, kieu dang dep, chung loai phong phu phiE hop vdi cac doi tuong SLI dung
San pham iudn dam bao chat iuong va an toan San pham co nguon gdc, xuat XLI rd rang
San pham ludn dam bao ve sinh giO trang vd sach, net viet manh nho va dep Thudng xuyen cd nhieu san pham mdi
Nhan vien ban hang NhSn vien iich su trong giao ti^p
Nh§n vi§n iam vi|c r^t ni^m nd, vui ve Nhan vi&n nhi|t tinh giup dd khach hang Nhan vien am hieu nam rd thdng tin san pham Nhan vien giai quyet khieu nai nhanh chdng
Nhan vien cd kien thdc va giai thich rd cdng dung san pham Nhan vien giai quyet khieu nai hdp iy
Gia tr| c$ng thgm Thudng xuyen cd chUdng trinh giam gia va khuyen mai hap dan Chuong trinh khach hang than thiet, mang nhieu loi ich cho khach hang Dich vu giao hang nhanh chong va dam bao chat iuong
Cd tap san quang cao cho khach hang S[J dung cdng cu truyen thdng hieu qua
Hinh anh Thuong hi§u
Hau het moi ngudi deu biet d^n thudng hi|u Thien ldng ma khach hang sil dung CCia hang, nha sach ndi khach hang mua san pham Thien Lnng iuon giO chO tin
Cila hang, nha sach ndi khach hang mua san pham Thien Long cd hoat dong liep thi san pham hieu qua va an tuong
Cd t i p san quang cao cho khach hang SLI dung cdng cu truyen thdng hieu qua
Giaca Gia ca phu hdp vdi chat luong san pham
Gia ca cd tinh canh tranh sd vdi san pham cua thuong hieu khac Gia ca duoc duy tri, it bien ddng
Gia ca phu hpp vdi thu nhap
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TAP CHi CONC THIfdNC
STT VI 27 28 29 30 Vll 31 32 33 34
Kyhl^u GT GT, GT;
GT3 GT, HL HL, HL, HL3 HL,
YSlito Gia tri cam nh§n Gia ca phu hdp vdi chat iUdng san pham
Gia ca cd tinh canh tranh so vdi san pham cua thudng hieu khac Gia ca dUdc duy iri, it bien ddng
Gia ca phu hop vdi thu nhap
SU hai long
Khach hang hoan loan hai Idng ve chat IUdng san pham but viet Thien Ldng Khach hang cam thay xdng dangkhimuasan ph^m but vi^t Thien Ldng
Khach hang san sang gidi thi$u san ph^m but viet Thien Long cho ngudi than, ban be, ddng nghlgp Khach hang se uu tien lua chon san pham but viet Thien Long khi cd nhu cSu
3.3. PhUdng phdp phdn tich vd cd mdu 3.3.1. Kich thudc mdu
Theo Hair va cdng sil (1998) de cd the phan tich nhan to' EFA can thu thap dtf lieu vdi it nhS't 5 bie'n quan sat tren mdt bie'n quan sat nen cd mau td'i thieu la n > 5*x (x la tdng so' bie'n quan sat).
Nghidn ctfu dtfdc thtfc hien vdi 34 bie'n quan sat (34 bie'n quan satx5 = 170 mau). Nhrfvay, nghien ctfu nay can kich thtfdc mau de' phan tich nhan td' kham pha va hoi quy la N > max, mau drfdc chon theo phtfPng phap thuan tien, mpt hinh thtfc chpn mau phi xac sua't. Tuy nhidn, tac gia drfa tren cO s6 ty le doanh thu but vid't nam 2018 de chon Ipc cac nha sach cd san IrfOng ban cao, khach hang ddng va da dang, vi vay tinh dai didn se cao hdn. Mau chpn bang each phat trrfc tid'p 400 bang hdi khao sat thong qua nhan vien cac nha sach tai cac quan va gtfi 100 bang hoi qua email dd'n cSc khach hang ttfng mua va stf dung but vid't Thien Long (khach hang thrfdng xuydn cua cac nha sach). Sau khi tid'n hanh sang loc va loai bd nhffng bang cau hoi khdng phu hop va thu drfdc 388 bang cau hoi.
Ngoai ra, kich thrfdc mSu cho phrfdng phap tfdc Itfpng drfcfc stf dung trong md hinh ca'u true tuye'n tinh (PLS-SEM) co 3 loai la mlu nho < 100, mlu trung binh 100 - 200 va mlu Idn > 200. Cd mlu cua nghien ctfu nay la 388, nhtf vay cd ban da dap tfng dtfdc yen cau cua phrfdng phap phan tich.
4. Ket qua nghien ciiu 4.1. Kiem dinh thang do 4.1.1. Kiem dinh Cronbach's Alpha Ket qua kiem dinh dp tm cay bang he so'
Nguon: Ket qud nghien cdu dinh tinh
Bang 2. Cronbach's Alpha cua cac yeu to tdc dpng den sif hai long
Thang do
San pham Nhan vien ban hang Gia tn cdng them Hinh anh thudng hieu Gia ca Gia tr! cam nhan Su hai iong
Cronbach's Alpha 0,818 0,847 0,824 0,844 0,829 0,776 0,868
So bien quan sat con lai
5 6 (loai NV6)
5 5 4 4 4 Nguon: Ket qud phdn tich dd lieu cua tdc gid Cronbach's Alpha cho tha'y cac thanh phan cua thang do drfpc trinh bay trong Bang 2. Ke't qu^
kiem dinh cac thanh phan cua thang do deu co Cronbach's Alpha > 0,6 va khdng cd bie'n do Irfdng nao co trfdng quan be hdn 0,3 (ngoai ttit bie'n NV6). Do do, bie'n NV6 drfdc xem la bid'n rac va bl loai khdi md hinh. Nhrf vay, 33 bie'n quan sat cdn lai de'p tuc drfdc drfa vao phan tich nhan td' kham pha EFA.
4.1.2. Phdn tich nhdn td EFA
Phrfdng phap trich nhan to' drfdc su" dung la Principal Axis Factoring vdi phep xoay Promax.
Thang do dtfdc chap nhan khi 0,5 < KMO < 1 (Hair et al., 1998); he so' Sig. = 0,000 cua kiem dinh Bartiett cho bie't cac bid'n quan sat trfdng quan vdi
QUANTRI-QUANLY
nhau cd y nghia thd'ng ke; tong phrfdng sai trich cd giS tri > 50% (Gerbing and Anderson, 1988) va he s5' t^i nhan to' > 0,5 chtfng to dat dp tin cay thich hdp cho phan tich nhan to'.
Ke't qua ph^n tich nhSn td'EFA 5 bid'n dpc lap:
cho tha'y cd 1 bie'n quan sat bi loai vi cd bid'n nay tai len trong 2 nhan to' tai thang do "ifflnh anh" (cd can nhdc gia tri ve ndi dung cua cac bie'n) bao gom: I bid'n quan sat ciia thang do "Gia tri cdng thdm" (CT4), tac gia thtfc hien lai qua trinh phan tich EFA. He so' KMO dat 0,866 cho tha'y phan tich nhan to' EFA phu hdp vdi drf lieu. Thd'ng ke Chi-Square cua kiem dinh Bartiett dat 3437,807 vdi mtfc ^ nghla Sig (Bartlett's Test) = 0,000 cho tha'y, c^c bie'n quan sat co trfdng quan vdi nhau xet tren pham vi td'ng the\ tong phrfdng sai trich TVE la 60,942% (>50%) dieu nay chtfng to 60,942%
bie'n thien cua dff lieu drfdc giai thich bdi 5 nhan td', day la kd't qua cha'p nhan drfdc va viec xay dtfng md hinh la phii hdp. He so' tai nhan to' giao dpng ttf 0,764 de'n 0,820 (>0,5), khong cd bie'n nao c6 hd s^ tai cao dong thdi tren hai nhan to. Nhtf v§y, cac thang do dat gia tri hpi tu. Diem drfng khi trich cac nhan to' tai nhan to' thtf 5 vdi Eigenvalue la 1,847 > 1 cho tha'y kd't qua phan tich nhan to' la phii hdp.
Kel qua phan tich nhan to' EFA bie'n trung gian: Gia tri cam nhan la khai nidm ddn htfdng nen khi tie'n hanh phan tich nhan to' kham pha EFA, phtfdng phap trich Principal Component Analysis va phep quay Promax drfdc stf dung. Ke't
qua phan tich cho tha'y hd so'KMO = 0,713> 0.5.
Thd'ng kd Chi-Square cua kiem dinh Bartiett dat 458,631 vdi mtfc y nghla Sig = 0,000. He so' Eigenvalues dat 2,411 Tong phtfdng sai trich ciia thang do "gia tri cam nhan" = 60,271 % > 50%.
Dieu nay cd nghia la 60,271% thay ddi ciia gia tri cam nhan chung dtfdc giai thich bdi cac bid'n quan sat. Do do, cac bid'n deu drfdc giff lai de tie'n hanh phan tich md hinh cau true tuyd'n tinh SEM bang phan mem SmartPLS.
Kd't qua phan tich nhan to' EFA bie'n phu thudc: Stf hai long la khai niem dPn htfdng ndn khi tid'n hanh phan tich nhan to' kham pha EFA.
phrfdng phap trich Principal Component Analysis va phep quay Varimax drfdc stf dung. Kd't qua phan tich cho tha'y he so' tai nhan to' cua 4 bie'n quan sat trong thang do "stf hai Idng" deu ldn hdn 0,5. He so' KMO = 0,742 > 0,5. Thd'ng ke Chi-Square cua kiem dinh Bartiett dat 908,835 vdi mtfc y nghTa Sig = 0,000. He sd'Eigenvalues dat 2,905 Tong phtfdng sai trich cua thang do "stf hai long" = 72,621% > 50%. Dieu nay cd nghla la 72,621% thay ddi cua srf hai Idng chung dtfdc giai thich bdi cdc bid'n quan sat. Do do, cac bie^n deu dtfdc giff lai de tid'n hanh phan tich md hinh ca'u true tuye'n tinh SEM bang phan mem SmartPLS.
4.2. Mo hinh nghien cdu dieu chinh Thtfc hien hidu chinh Iai ten cac nhdm nhan to', cac gia thuye't nghien ctfu ttfdng tfng va md hinh hien tai nhtf Hmh 2.
Hifih 2: Mo hinh nghien cifu hieu chinh
So 12-Thang 7/2019 237
TAP CHi COIIIC THIftfNG
Cac gia thuye't nghien ctfu drfdc phat bieu lai nhrf sau:
H I : San pham cd anh hrfdng dd'n gia tri cam nhan cua khach hang dd'i vdi san phS'm but vie't Thien Long.
H2: Nhan vien la nhan vien ban hang cd anh hrfdng dtfdng de'n gia tri cam nhan cua khach hang dd'i vdi san pham but vie't Thien Long.
H3: FTinh anh la hinh anh thtfdng hidu cd tac ddng dtfdng dd'n gia tri cam nhan ciia khach hang dd'i vdi san pham biit vie't Thien Long.
H4: Cdng thdm la gia tri cong thdm co tac ddng
phtfPng sai trich AVE va he sd' tai nhan to' ddn le (outer loading). Trong do, he sd' tin cay tdng hdp phai ldn hdn 0,7 va he sd' outer loading phai ldn hdn 0,4 (Hair et al., 2014) thi cd y nghia ve giS tri tin cay. Ngoai ra, theo Fornell and Larcker (1981) thi tdng phrfdng sai trich ldn hdn mtfc 0,5 se khang dmh drfdc 66 tin cay va dp gia tri hgi tu cda thang do. Kd't qua tinh toan ve dp tin cay tdng hdp, he so' tai nhan td' va phtfdng sai trich cua cac thang do thanh phin cho thay cac thang do cda khai nidm deu dat yeu cau ve dp tm cay va gia tri hpi tu (Bang 3).
Bang 3. Ket qud dp tin c g y va gia trj iipl tu c u a ttiang d o T^tang do thanh phan
CONGTHEM GIACA CAMNHAN
HAILONG HINHANH NHANVIEN SANPHAM
Cronbach's Alpha 0,800 0,829 0,777 0,873 0,844 0,847 0,818
D$ tin c#ytong hdp (OR) 0,870 0,886 0,858 0,913 0,889 0,887 0,873
Phuong sal trich (AVE) 0,626 0,661 0,602 0,724 0,616 0,567 0,579 Ngudn: Ke't qud phdn tich dd lieu cua ldc gid drfdng de'n gia tri cam nhan ciia khach hang do'i
vdi san pham but vie't Thien Long.
H5: Gia ca drfdc khach hang cam nhan d mtfc cao hay tha'p se lam gia trj cam nhan cua khach hang se tang hay giam irfdng tfng dd'i vdi san pham but vie't Thien Long.
H6: Cam nhan la gia tri cam nhan cd tac dpng dtfdng dd'n stf hai long ciia khach hang dd'i vdi san pham but vie't Thien Long.
4.3. Phdn tich mo hinh cd'u true tuye'n tinh (SEM)
Phtfdng phap phan dch md hinh cS'u true tuyd'n tinh SEM bang phan mem Smart PLS 3.2.8 drfdc stf dung de kiem dinh md hinh nghien ctfu. Md hinh kiem dinh mtfc dd tac dpng cua 5 nhan to', gdm:
(1) San pham, (2) Nhan vien, (3) Gia tri cong thdm, (4) Hinh anh thrfdng hidu, (5) Gia ca, anh hrfdng de'n stf hai Idng cua khach hang dd'i vdi san pham but vie't Thien Long.
4.3.1. Kiem dinh mo hinh do ludng De danh gia dd dn cay cua thang do, nghien ctfu stf dung he sd' tin cay tdng hpp CR, tdng
4.3.2. Gid tri phdn biet (discriminant validity) De danh gia tinh phan bidt cua thang do, nghien crfu Sli dung ti sd' Heterotrait-monotrait. Kd't qua nghien ctfu Bang 4 cho tha'y, tinh phan biet ciia thang do ra't td't cho tha'y ta't ca cac gia tri HTMT deu nhd hdn nhieu so vdi ngtfdng 0,85. Nhtf vay, cac nhan to' deu dat ydu cau ve gia tri phan biet.
4.3.3. Kiem dinh mo hinh cd'u trtic 4.3.3.1. Kiem dinh ve gid dinh vipham da cong tuye'n (Multicollinearity)
Vide tfdc Itfdng he so' dtfdng din dtfa tren hoi quy ctia ttfng bid'n phu thupc va bie'n dtf doan (Hair va cong stf, 2014). Ne'u trong so' cac bien dpc lap, nd'u cd xay ra hien trfdng da cong luyen thi cac he so'dtfdng dSn khdng dam bao. Ke't qua VIF chl ra rang stf lien kd't gifla cac nhan td' dtf doan khdng vi pham gia djnh ve da cdng tuye'n vi ta't ca cac he sd deu nam trong khoang chap nhan (VIF = 1,000 - 1,200 <5), nen mo hmh khdng vi pham hien trfdng nay.
Trong phan tich PLS, kha nang giai thich cua mo hmh ca'u true drfdc danh gia bdi drfdng dSn ca'u triic
238 So 12-Thang 7/2019
QUAN THI-QUANLV
Bang 4. Ket qua <3anh gid tinti phan biet sOr dung ti so (HTMT)
Nhantd
CONGTHEM GIACA CAMNHAN HAILONG HINHANH NHANVIEN SANPHAM
CONG THEM
0,292 0,488 0,337 0,344 0,358 0,270
GIA CA
0,554 0,376 0,177 0,252 0,196
CAM NHAN
0,841 0,715 0,565 0,791
HAI LONG
0,441 0,255 0,498
HINH ANH
0,340 0,309
NHAN VIEN
0,279 SAN PHAM
va hd soR^ cua bie'n phu thudc. Stf dung phan tich phi tham sd'bang ky thuat bootstrapping lap lai 5000 lan ke't qua. Theo Hair va cdng srf (2014), gia tri R- la 0,25 the hien ca'u true ndi sinh ye'u, mtfc 0,5 thi ttfcfng ddi va 0,75 thi d mtfc cao. Ke't qua phan tich cho tha'y, gia tri R- cua md hinh gia tri cam nhan cha't Itfdng la 0,707 va gia tri R^ cua md hinh Hai long la 0,510. Thdng qua phan tich mtfc dp anh htfdng ciia cac nhan td' de'n srf hai long cua khach hang dd'i vdi san ph^m biit vie't Thidn Long cho tha'y, cac ye'u td: san pham, nhan vidn, hinh anh thtfdng hieu, gia tri cdng thdm va gia ca giai thich dtfdc 50,10% stf bie'n thien mtfc do hai long tai mtfc y nghia thdng kd 5% va con Iai 49,90% chrfa giai thich dtfdc la do cac ye'u td' khac chtfa drfa vao md hinh.
Bdn canh gia tri R^, Q^ la mdt danh gia bd sung cho mo hinh phu hdp (Geisser, 1974; Stone, 1974). Gia tri Q^ Idn hdn 0 dd'i vdi mdt bien tiem an npi sinh ket qua cu the chi ra srf lien quan drf bao cua md Mnh dtfdng din ddi vdi khai nidm phu thupc cu the nay (Chin, 2010). De co dtfdc gia tri Q% phtfdng phdp Blindfolding dtfdc stf dung trong PLS de do Itfdng. Ke't qua cho tha'y stf lien quan drf bao Q^ cua nghien ctfu nay dd'i vdi ta't ca cac ca'u trtfc Idn hdn 0 (0,378 va 0,323), chi ra r^ng ta't ca cac bie'n phu thuoc trong md hinh deu co mtfc dO lidn quan tidn doan. Tac ddng ciia cac yd'u to' dtf doan dtfpc kiem dinh bang tac ddng cua (f) (Hau-va cong stf, 2013).
Ket qua cho thay tat cS cac yd'u td' deu cd mtfc dp anh htfdng trfdng ddi dao ddng ttf 0,020 - 1,161.
4.3.3.2. Kiim dinh Bootstrapping Vl dtf lidu drfpc phan tich trong PLS drfdc gia dinh la khdng phan phd'i chu^n, ndn y nghia ciia cac hd sd nhrf he sd dtfdng dSn khdng thd drfdc kiem tra
Nguon: Ke't qud phdn tich dd lieu cua tdc gid bang each stf dung phep thtf quan trpng tham so trong phan tich hoi quy. Thay vao do, PLS drfa vao phan tich Bootstrap cua phi tham so' de kiem tra y nghla he sd (Hair va cdng stf, 2014). De kiem tra xem he sd' drfdng dan cd khac biet dang ke so vdi 0, gia tri t dtfpc tinh toan thong qua Bootstrapping.
Trong nghidn ctfu nay, ky thuat Bootstrapping phi tham sd dtfdc kiem dinh cho 388 quan sat, vdi lap lai 5.000 Ian de ddm bao yeu cau kiem djnh md hinh ca'u true tuyen tinh (Bang 5).
4.3.3.3. Kiem dinh gid thuyet (Bdng 6) So sanh mtfc dd tac ddng ciia cac bie'n nay vao bid'n phu thudc gia tri cam nhan theo thtf trf giam dan nhtf sau: Bid'n SANPHAM co tac ddng manh nhat (p = 0,441), tid'p theo la bien HINHANH (p = 0,365); bid'n GIACA (p = 0,266), bien NHANVIEN (p = 0,156) va sau ciing la bien CONGTHEM (p = 0,076). Nhrfvay, cac gia thuyd'tHl, H3, H5, H2 va H4 deu drfpc cha'p nhan d dp tin cay 95%. Dieu nay cho tha'y, cac yd'u td: san pham, hinh anh, gia ca, nhan vien va cong them deu tac dpng len gia tn cam nhan.
Trong nghien ctfu nay, cung nhin nhan md'i quan hd giffa gia tri cam nhan (bien trung gian) vdi stf hai long khach hang cho tha'y mdi quan hd cd mdi trfdng quan manh va cd quan he ciing chieu cu the' nhtf sau:
CAMNHAN -> HAILONG vdi he sd tac dpng (p = 0,719).
Ttf nhffng phan tich trdn, tac gia cd the kd't luan rang md hinh ly thuyd't phii hdp vdi dfl lieu nghien CUU va cd 6 gia thuye't nghien ctfu dtfdc cha'p nhan.
Qua ke't qua kidm dinh md hinh Iy thuye't, ta drfdc md hinh dieu chinh nhrf Hinh 3.
So 12-Thang 7/2019 239
TAP CHl CONG THlTffNil
Bang 5. Bang ket qua Bootstrapping mo hinh cdu true Moi quan h#
CAMNHAN -> HAILONG CONGTHEM ^ CAMNHAN
GIACA ^ C A M N H A N HINHANH -^ CAMNHAN NHANVIEN -4 CAMNHAN SANPHAM -+ CAMNHAN
Trong scTgcic 0,714 0,076 0,266 0,366 0,156 0,440
Tn?ng s5 tnjng blnh 0,719 0,076 0,266 0,365 0,156 0,441
Sal s ^ ctiuan 0,004 0,000 -0,007 -0,001 0,000 0,001
2,5%
0,681 0,010 0,205 0,309 0,102 0,368
97.5%
0,820 0,134 0,324 0,421 0,214 0,490 Nguon: Ket qud phdn tich dd lieu cua tdc gid Bang 6. Ket qua tac dong true tiep cua cac nndi quan h#
Mo) quan h$ giiSa cac bien CAMNHAN -> HAILONG CONGTHEM -> CAMNHAN
GIACA ^CAMNHAN HINHANH ^ CAMNHAN NHANVIEN - • CAMNHAN SANPHAM ^ CAMNHAN
H$ sff tac d^ng 0,719 0,076 0,266 0,365 0,156 0,441
Sal so (SE) 0,061 0,032 0,031 0,029 0,029 0,027
G l a t n t 11,808 2,360 8,634 12,658 5,464 16,435
MifcynghTa 0,000 i 0,018 0,000 0,000 0,000 0,000 Nguon: Ke't qud phdn tich da lieu cda tdc gid Hinh 3: Mo hinh chinh thitc cac yS'u i6 anh hiidng den sit hai long cua ichach hang do'i vdi san phdm but viS't ThiSn Long tgi thanh phd' Ho Chi Minh
0.77, 0.777 173! 0.754 0 , 4 , j j j j
^ 0 , 7 9 J ^ ^ ^ a m «-777 " . ' " - • ' 0.7« 0,26
^ SANPHAM \ -^ m /oACA
0.79S
asat
0.718 o»6 0,709 » » '
QUANTR!-QUANLY
5. Kd't luan va ham y quan tri
Nghidn ctfu drfdc thrfc Men drfa trdn cac tdng quan Iy thuye't va cac nghien ctfu trtfdc dSy ca trong va ngoai ntfdc iam ndn tang de de xuS't md hinh cac yeu td anh htfdng dd'n srf hai ldng cua khach hang dd'i vdi san ph^m but vid't Thidn Long tai thanh phd' Ho Chi Minh. Ke't qua nghidn cdu ciing danh gia drfpc mtfc dp anh hrfdng cua ttfng ydu td cu the t^c ddng de'n srf hai long cua khach hang. Trong do, ye'u to' San pham cd mtfc dp anh htfdng manh nha't, vdi gia tri trung binh (p = 0,4410); tid'p de'n ye'u toHinh anh vdi gia tri trung binh (P = 0,365); ye'u to' Gia ca anh hrfdng yd'u hPn vdi gia tri trung binh (p = 0,266); yeu toNhan vidn anh mtfc dp anh hrfdng vdi gia tri trung binh (p = 0,156) va cud'i ciing, yd'u td' Gia tri cdng them vdi gia tri trung binh (p = 0,076) Dac bidt, bid'n trung
gian Gia tri cam nhan cd tac dpng ra't manh den srf hai long (p = 0,719). Ngoai ra, nghien ctfu cung xem xet tac dpng gian tid'p 5 nhan td (San pham, hinh anh, gia ca, nhan vidn va gia tri cdng thdm) cd tac ddng gian tid'p den srf hai Idng khach hang thdng qua gia tri cam nhan cam nhSn.
^ Ke't qua nghien ctfu mang lai rapt so y nghia thrfc tidn giup cho cac nha quan tn Cdng ty Thidn Long ndi ridng va cac doanh nghiep kinh doanh nganh Van phdng phlm ndi chung nhan bie't drfpc hanh vi khach hang ve srf hai Idng thdng qua srf cam nhSn gia tri san pham dich vu gan vdi nhflng yd'u td anh hrfdng cu the ddi vdi Idiach hang tai thanh phd Hd Chi Minh, trf do cd nhflng dieu chinh nha't dinh trong boat dpng xay drfng, phat trien thrfdng hidu ngay cang vtfng manh, ddng thdi mang lai gia tri cao va ben vflng cho doanh nghidp •
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Ngay nhan bai: 19/6/2019
Ngay phan bien danh gia va su'a chifa: 29/6/2019 Ngay chap nhain dang bai: 9/7/2019
Thong tin tdc gid:
1. TS. DINH KIEM
Nguyen Trrfdng khoa Quan ly Ngudn nhSn ltfc Trrfdng Dai hoc Lao ddng Xa hdi (CSII) TP. HCM 2. DANG B O I D U N G
Trifdng phong Kiem soat Chat Itfdng, Cdng ty CP T§p doan Thidn Long
USING THE PARTIAL LEAST SQUARES STRUCTURAL EQUATION MODELING (PLS-SEM) TO EXPLORE AND DETERMINE FACTORS AFFECTING THE SATISFACTION
OF CUSTOMERS LIVING IN HO CHI MINH CITY WHEN THEY USE THIEN LONG WRITING PENS
• Ph.D DINH KIEM
Former Dean, Faculty of Human Resources Management University of Labour a n d Social Affairs - Ho Chi Minh City Campus
• DANG BOI DUNG
Head of Quality Assurance Department, JSC Thien Long Group ABSTRACT:
This study is to identify factors affecting the satisfaction of customers vi'ho are hving in Ho Chi Minh City and over 18 year-old when they use Thien Long writing pens. The data of this study was collected from 388 customers who bought Thien Long writing pen at book stores in Ho Chi Minh City. The partial least squares structural equation modehng (PLS-SEM) and the quantitative research method were used to conduct this study. The study finds that there are five factors which direcriy impact the satisfaction of customers using Thien Long writing pens. These factors are listed in descending order, namely Product, Brand Image, Price, Staff and Added Value. The results also reflect a strong positive mediating effect of perceived value on the customer satisfaction. Based on the study's fmdings, authors propose some management suggestions for stationery companies
Keywords: Customer satisfaction. Ho Chi Minh City, over 18 years old, Thien Long writing pens.
