Anh hu'dng cua tai san moi quan he den long tmng thanh cua khach hang
- Nghien cu'u tinh huong KFC tai Ha Noi
• • NGaVEIS HOAI LOMG DIMH V A M OANH"
Tomtit
Nghiin cffu ndy dugc thUc hien nham kiem dinh su dnh hudng cua tdi sdnjndi quan he tat long irung thdnh khdch hdng. Tinh hudng nghien cffu dugc lffa chgn Id chudi nhd hdng Ktt.
Nghien cffu dugc thuc hiin trong thdng 07/2019 vdi viic khdo sdt 352 khdch hdng id khdch hdng cda chudi nhd hdng KFC. Ke'l qud nghien cffu dd khdng dinh gid thuyet cd mdi quan hi thudn chieu giffa tdi sdn mdi quan hi vd long trung thdnh cua khdch hdng.
Tuf khoa: tdi sdn mo'i quan he. long trung thdnh cua khdch hdng. KFC Sunimary
This study is to measure the impact of relationship asset on customer loyally. KFC restaurant chain is selected for the case study. A survey of 352 people who are customers of KFC restaurant chain was conducted in July 2019. The outcome have confirmed the hypothesis that there is a positive relationship between relationship asset and customer loyalty.
Keywords: relationship asset, cuslomer loyalty, KFC
GIOITHIEU
Tai san mo'i quan he dfldc xem la mot tai san vo hinh cd gia tri cua doanh nghiep. Muc tiSu 13u dai cua cac hoat ddng marketing ma doanh nghiep hfldng tdi chinh la xay dflng long trung tbanh cua khach hang.
Tuy nhien, va'n de dat ra la sflc manh cua md'i quan he gifla khach hang va doanh nghigp cd anh hfldng nhu;
the' nao dd'n den long trung thanh cua khach hang?
Nghien cflu nay dfldc thflc hien nham khao sat anh hfldng cua tai san md'i quan h6 dd'n long trung thanh cua khach hang. Ket qua nghien cflu cung giiip khang dinb nhflng nd life marketing nham xay dflng md'i quan he khach hang, dong thdi gdp pban tao dflng long trung tbanh cua khach hang.
CO SCf LY THUYET V A TONG Q U A N N G H I E N CUU
Ldng trung thdnh cuajdidch hdng
Sfl trung thanh cd the dfldc dinh nghTa la mdt cam ket sau sSc vdi viec mua lai hoac lap lai h^nh yi mua hang cho mot san pham, dich vu fla chudng nha't trong tfldng lai, dSn de'n viec mua lai ciing mdt nhan hieu hoac tap hdp nhan hi6u, mac du co nhflng anh hfldng
ve tinh hud'ng va cac no Iflc marketing cd tilm nang mang lai thay doi hanh vi (Richard L. Oliver, 1999).
Nhieu hpc gia da nghien cflu ve long trung thanh va chi ra c k nhan to anh hifdng de'n long trung thanh cua khach hang dien hinh, nhif: Punniyamoorthy va Raj (2007); Gounaris va Stathakopoulos (2004); Ki'Joon Back va Sara C Parks (2004).„ Cac nghien cu'u nay dfla ra cac each ti^p can khac nhau va chi ra cac nhan td anh hu'dng den Idng trung thanh cua khach hang. Tuy nhign, cac n°hien cflu tfldng ddi tho'ng nha't v^ cac "nhan to dung de do Ifldng long trung thanh cua khach hang theo each tie'p can cila Ki-Joon Back va Sara C. Parks (2004) Theo dd, ldng trung thanh dfldc tie'p can do lu'dng tren cac mflc dp, g^m: Trung thanh ye nhan thflc; Trung thanh v l .^e y dinh dinh cdm xuc; Trung thanh >
mua; Trung thanh vl hanh vi Cac r^'n dp khac nhau cua sif tmng thanh thifdng hieu CO the difdc tom tat bao a^m s S
*TS., "ThS., Khoa Marketing, Trifdng Dai hoc Kinh te Qudc dan Ngaynhan bdi: 05/11/20I9: Ngdy phan bien: 10/11/2019; Ngdy duyei dang: 22/11/2019
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trung thanh ve nhSn thflc tSp trung vao cae khia canh thflc hien cua thu'dng hieu;
Sfl trung thanh ve cam xuc la hfldng ve tinh fla thich thfldnghieu; Su" trung thanh ve dfl dinh mua xua't hien khi ngfldi tieu dung tap trung vao mong mud'n mua lap lai thfldng hieu; va Sfl trung thanh ve hanh dpng la cam ket hanh ddng mua lap lai. Nghien cflu nay, sfl dung each tiep e|n ndy de phat trien cae Ehanh do ve ldng trung thanh cua khach hang.
Tdi sdn mdi quan he
Nghien cflu ve md'i quan he khach hang nhin chung cd 2 each tie'p can: tie'p can tfl phia doanh ngbiep va tie'p cSn tfl phia khach hang.
Dfldi gdc dp tie'p can cua doanh nghiep, tai san md'i quan he dfldc xem nhif mpt cdng cu dfldc siJ dung de mang lai nhieu gia tn hdn cbo doanh nghiep.
Theo Philip Kotler, Gary Armstrong (2001), tai san mo'i quan he cd nguon gd'c tfl marketing md'i quan he va la qua trinh tao ra, duy tri va tang efldng manh me md'i quan he vdi khach hang va cac bSnlien quan.
Theo each tie'p can tfl phia khach hang, tai san md'i quan he difdc quye't dinh bdi danh gia, cam nhan cua khach hang ve thfldng bieu. Theo dd, tai san md'i quan bd gan vdi sfl danh gia chu quan cua khach hang ve thifdng hieu vfldt qua si/ mong ddi cda khach hang tfl dd gia tang mflc do gdn bd vdi thfldng hieu (Roland T. Rust va cdng sfl, 2001).
Md hinh nghien cffu
Dfldi gde tiep can khach hang mdt sd nha nghien cflu khac nhau da gdi y cac thang do do lu'dng Eai san md'i quan he, trong do ndi bat cd Dwyer va cdng sfl (1987) da xac dinh 3 nhan to' cua tai san md'i quan he: Cam ke't; Sfl tin tfldng va Sif tfl bd. Crosby va cpng sif (1990) dinh nghTa tai san md'i quan he nhfl mdt ca'u true bac eao hdn, bao gdm sfl hai long va tin cay. Hennig-Thurau va Klee (1997) de xua't 3 nban td do Ifldng chat lifdng md'i quan he; Tin tfldng; Cam ke't, va Cha't lifdng tong the^
Nhu vay, trong cac linh vflc khae nhau, eac nha nghien cflu da tie'p can phat trien cae thang do tai san md'i quan he^ khae nhau. Nghien cflu nay lfla chpn ke thfla thang do ve tai san mo'i quan he dfldc phat tnen bdi Roberts va cpng sfl (2003) yi 3 ly do: (1) Do Ifldng dfldc phat trien de do md'i quan he gifla dicb vu nha hang eung ca'p va khach bang; (2) Hp da
HIMH 1: MO HIMH MGHIEM CHO
BANG 1 KET QUA PHAM TICH DO TIN CAY CUA THANG DO NHAN TO TAI S A N GIA TRI
Q3.12 Toi vm ve vdi nhQ-ng gl KFC mang lai cho khach himg Q3 13 Toi Ihich thu vi3i nhij'ng gi lam cho khach hang Q3.14 T6i man nguyen vi3i nhiJng gi KFC da lam cho khach hang Q3.11 Toi tin rang KFC luon danh gii va giai quyel cac van de phai smh mot cdch trung thi/c Q3 17 T6( tin ring KFC lu6n thau hieu khach hang va du'a ra cac chitting irinh phii hdp cho khJLh liaiig Q3.I9T01 imrang KFC se do'i x^ cong bang v6i cac khach hang Q3.15 Toi cam tha'y gSn bo vdi KFC Q3.25 Toi ihEch gan bd vdl KFC Q3 26 Toi Ihich quan he vdi KFC
Scale Mean if Item Deleted 24 03
23.99
23.98
24.03
23 91
23.87 24 19 24 24 24.39
Scale Variance
if Item Deleted 17 298
17.812
17914
18.118
17.001
16 969 17 114 16 957 16.853
Corrected Item-Total Correlation .515
,471
,455
.490
.596
.5%4
.558 534 .557
Squared Multiple Correlation
361
..395
,320
322
,527
,526 .370 497 .511
Cronbach's Alpha if Item Deleted .810
.815
.816
.813
,800
.802
805 j 808 [ 805
xay dflng thang do dfla tren cd sd da deh hdp loan dien tbang do Ifldng trfldc day; (3) Cac nban td'cua ho dfldc sfl dung rdng rai bdi cac nghien cflu sau nay va dat dfldc tinh hdp le va dp tin cay cao. Tbeo do, tai san md'i quan hd dfldc do Ifldng du'a vao eac nhan td' eau thanh la: Sfl hai long; Niem tin hay sif tin tu'dng; Cam ke't; Xung ddt dfldc dinh nghTa la sfl thu dich.
Ke thfla cac nghien cflu da cd, nhdm tac gia de xua't md hinh nghien cflu nhfl Hinh 1.
Gid thuvet nghien cffu; Tdi .sdn mdi quan hi dnh hudng thudn chieu den long trung thdnh cua khdch hdng.
Phffffng phdp nghien cffu
Sau khi cd bang hdi sd bd, nhdm tac gia tien hanh nghien cflu dinh tinh lan 1 de kiem tra bang hdi, nghien cflli nay thflc hien tren 50 khach hang sfl dung dich vu
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BANG 2: KET QUA PHAM TICH Dp TIN CAY CUA THAMG DO NHAM TO LOMG TRCMG THANH
Q4.11 Khi c o y dinhdi an nha hang thi KFC la thifdng higu dau tien ma tdi lita chon Q4.12 Toi cbac chan se Uep luc den an tai chuSi nha hanp KFC Q4 13 Toi se gdi y cho ban cua toi chpn chudi nha hang KFC khi cd y dinh di an Q4.21 Tdi se ndi tot ve chudi nha hang KFC vdi nhiTnn n^iffti khac Q4.22T6ise dUfa thfing tin tfch ciTc ve chu§i nha hang KFC tren mane xa hdi Q4 24 Tdi se ddnh gia td't ve chuSi nh& h&ng KFC tren mang (cac trang web, li'ng dung tmc tuven i
Scale Mean ifltem
15 88
15.06
15 27
15.39
15 41
15,28 Scale Variance
ifltem
8.858
9.312
8,276
8.706
9.041
9.583 Corrected Item-Total Correlation .519
549
-719
697
.635
.533 Squared Multiple Correlation
.287
.378
..561
.560
.465
.331 Cronbach's
Alpiia ifltem
.827
.817
.781
787
800
.819
BAMG 3: KET QGA PHAN TICH EFA MHAM TO TAl SAN GIA TRj Sub factor
Sif tin c^y (TRUST)
Cam ket tinh cam (EFFECT) Sif hai
long (SATIS)
BiS^n quan sat
Q3 19 Tdi tin rflng KFC se dd'i xOr cdng bang vdi cac khach hang
Q3.17 Tdi nn rang KFC luon iha'ii hieu khach hang va difa ra cac chu'dng trinh phij hdp cho khach hang Q3.11 Toi tin ring KFC ludn diinh gia va giai quyet Ciic va^n de phat sinh mot each irung thu'c Q3.25 Tdi thfch gin bd vdi KFC Q3.26 Toi thich quan h6 vdi KFC Q3.15 Tdi cam tha'y gSn bd vdi KFC
03.13 Toi thich thu vdi nhffns &\ lam cho khach hana Q3,l4T6i man nguyen vdi nhiJng gl KFC da lam cho khach hang
Q3,12 Toi VUI ve vdi nhu'ng gi KFC mang lai cho khachbane
H€ stf tai nhin t^r ,865 ,789 -649 ,862 .829 ,620 829 ,745 .688
tai nha hang KFC. Nghien cflu dinh Ifldng chinh thflc dfldc thflc hien trong thang 07/2019 vdi viec khao sat 400 khach hang sfl dung dich vu ehudi nha hang KFC.
So' phie'u tra ldi thu thap dfldc, sau khi loai bd cac bang hdi khdng hdp le cdn lai 352 phid'u. Dfl heu thu thap dfldc nhap va xfl ly bang phan mem SPSS phidn ban 22.
Cac phan tich dp tin cay cua thang do, phan tich nhan td kham pha (EFA), phan tich md hinh ca'u trdc tuye'n tinb dfldc sfl dung dfldc sfl dung trong phan tich dfl lieu (Bdi viet sff dung each vie'l sd thdp phdn theo chudn qudc te).
KETQUA NGHIEN CLfU
Ket qud phdn tich dg tin cgy cua thang do Ke't qua phan tich dp tin cay eua cac thang do thudc nhan to' tai san gia tri cho thS'y he so' Cronbach's Alpha
bi«n iong ciia tat ca cac l"f"B "" , Wn han 0 3 do do cac thang tfo nay hoan toan du dilu kien de-tien hanh cac phan tich tie'p theo (Bang 1). „-,,„,>
Ke't qua phan lich do tm cay cua cac thang do thuoc nhan to long trung thanh cho fha-y, he so-Cronbach's Alpha bang 0.833 O0.6) vit he s6 tUOng quan bien ta'ng cua ta't ca cac thang do deu Wn hdn 0.3, do do cac thang do nay hoan toan du diSu kien de' tie'n hiinh cac phan tich tie'p theo
Ket qud phdn tich EFA Ke't qud doi vii iiltdn Id Tai san mot quan he „, .
Cac bie'n quan sat thuoc nhan to Tai san mo'i quan he dUOc dUa vao phSn tich de xac dinh nhora cac nhan to cd ban^
Ke't qua phan tfch EFA cho tha'y, he so KMO dat 0.787, phiiong sai trich dat 67.04% (tren 50%). Ket qua kie'm djnh Bariett cho tha'y, cac bie'n quan sat co tirong quan vdi nhau va co y nghia thong ke mu-c 0.05 (Sig. = 0.00 < 0.05). K6't qua phan tich cho tha'y, cac bie'n quan sat thuoc nhan to Tai siin gia tri du'dc rut trich thanh 3 nh§n to, bao gom: Suf tin cay (TRUST - Sif tin ttfdng ciia khach hang doi V(5i KFt:); Sir cam ke't (EFFECT - Khach hiing the hien sir cam ke't gan bo vdi KFC); Sir hai long (SATIS - Khach hang the hien stf hai long doi vdi nhu'ng gl KFC lam cho ho) (Bang 3).
Ke't qud doi vdi nhdn toLong trung thdnh _ Ke't qua phan tich EFA cho tha'y, he so KMO dat 0.826, phirong sai m'ch dat 55.16% (tren 50%). Ket qua kiem dinh Bariett cho tha'y, cac bie'n quan sat co tuong quan vdi nhau va cd y nghia thong ke mii'c 0.05 (Sig. = 0.00 < 0.05). Ke't qua phan tich cho tha'y, cac bien quan sit thuoc nhan to Till san gia tri dtfdc rut trich thanh 1 nhan to duy nha't nhtfBang4
Kit qui phdn tfch mo hinh cdu Inic tuyen tinh (SEM)
Ke't qua chay mo Mnh SEM ve anh htfdng cua Tai san moi quan he de'n
^.""8 •rang thiinh cho ke't q n i k i e m dinh Stf phu h,p cua ma hinh: CMIN/
df = 3.977 (<5i; CFI = 0.805 OO Si- TLI = 0.802 (>O.8);GFU0 909 >0 9V tich dam bao cdc y nghia ,«• ^./'^^
qua cua mo hinh phan tich nhtf Hinh 2 Ket qua he so ho, quy RE-^i nvi 0.65 v8i P value xap xi b a i „ ° = CO d u y nghia thong k e d l " k \ ? „ , ^ 2 h
60
gia thuyet "Tai san md'i quan he cd anh hfldng thuan chieu de'n long trung thanh cua khach hang". Hd ,sd' hdi quy cung cho tha'y ne'u tai san md'i quan he tang len mpt ddn vi, thi Idng trung thanh cua khaeh h^ng cung tang len 0.65 ddn vi.
KET LUAN VA HAM Y
Ke't qua nghidn cflu da khing dinh, gia thuye't tai san md'i quan he cd anh hifdng thuan ehieu de'n Idng trung thanh cua khach hang. Dieu nay chflng td rang, ne'u khach hang danh gia cang cao ve md'i quan he vdi doanh ngbiep, thi ldng trung thanh cua khach hang cung tang len. Qua do, cung khang dinh cac boat ddng marketing nham xay dflng md'i quan he khach hang eung se anh hfldng tich cflc de'n long trung thanh cua khach hang.
Trong linh vflc kinh doanh nha hang, long trung thanh cua khach hang cd anh hfldng ldn de'n sfl thanh bai cua nha hang. Ke't qua nghien cflu nay da giup kbtng dinh, de xay dflng Idng trung thanh cua khach hang, doanh nghiep can thflc hien eae nd life marketing nham xSy dflng mo'i quan he vdi khach hang. Day la mdt trong nhflng nhan to' gdp phan tao sfl thanh cdng cua ITnh vflc kinh doanh nay.Q
BANG 4: KET QUA PHAN TICH EFA NHAN TO LOMG TRGNG THANH NhSn
LOY
Q4.13 Toi se gOi y cho ban cua loi chon chuSi nha hang KFC khi cd y dinh di an
Q4.21 Toi se noi tot ve chufli nha hang KFC vcli nhijng ngifcfi khac Q4.22 TOI se difd thong tin tich cifc ve chu6i nha hang KFC ircn mang xa hoi
Q4.12 Toi chic chan se liep tuc de'n an tai chu6i nha hang KFC Q4.24 T3i se danh gia to't v^ chufli nha hang KFC tren mang (cac trang web, iJng dung triTc tuyg'n...)
04.11 Khi CO ydinh dian nha hang thi KFC la thifOnghieud^u tien ma toi lu'a chon
H^sd'tai nhfin t8' .832 .821 ,765 -690 672 ,655
HINH 2: KET QUA MO HINH SEM
TAI LIEU THAM KHAO
1. Crosby, L A., Evans, K. R., & Cowles, D (1990). Relationship Quality in Services Selling:
An Interpersonal Infiuence Perspective, Journal of Marketing, 54(3), 68-81
2. Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing Buyer-Seller Relationships, Journal of Marketing, 51(2), 11-21
3. Gounaris, S. va Stathakopoulos. (2004). Antecedents and consequences of brand loyalty: An empirical study. Journal of Brand Managemeni, 11 (4), 283-306
4. Hair J.F., Tatham R.L., Anderson R.E. and Black W. (1998). Multivariate Data Analysis, 5th Edition, New Jersey: Prendce-Hall, Inc
5. Hennig-Thurau, T., & Klee, A. (1997). The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development. Psychology and Marketing, 14(8), 737-764
6. Ki-Joon Back va Sara C. Parks (2004). A Brand Loyalty Model Involving Cognitive, Affective, and Conative Brand Loyalty and Customer Satisfaction, Journal of Hospitality &
Tourism Research. 27(4),419-435
7. Philip Kotler, Gary Armstrong (2001). Principles of Marketing, Prentice Hall
8. Punniyamoorthy, M., & Prasanna Mohan Raj, M. (2007). An empirical model for brand loyalty measurement. Journal of Targeting, Measurement and Analysis for Marketing, 15(4), 222-233
9. Richard L. Oliver (1999). Whence Consumer Loyalty?, Journal of Marketmg, 63, 33-44 10. Robert M. Morgan & Shelby D. Hunt (1994). Tbe commitment - Trust Theory of Relationship Marketing, Journal of Marketing, 58(3), 20-38
11. Roberts, K., Varki, S. and Brodie, R. (2003). Measuring the quality of relationships in consumer services an empirical study, European Journal of Marketing, 37(1/2), 169-196
12. Roland T. Rust, Katherine N. Lemon, and Valane A. Zeithaml (2001). Driving Cuslomer Equity: Linking Customer Lifetime Value to Strategic Marketing Decisions, 01-108
