Nghien culi mo1 quan he giu'a
Gia trj thu'cmg hieu xe may Honda t6i Su" hai long va Truyen mieng tich ci/c cua ngUcfi tieu dung
tai TP. Cao Lanh
* HOYNH QUOC TOAN*
Tom tat
Nghien cvtu nham xem xet mdi quan he giiia Gid tri thUOng hieu xe mdy Honda, Syt hdi long vd Truyen mieng tich cUc cua ngUdi tieu dung tqi TP. Cao Ldnh, tinh Dong Thdp dUa tren viec khdo sdt 120 ngudi tieu dung dang sinh sdng tqi TP. Cao Ldnh vdi phUOng phdp chon mdu thuan tien.
Nghien cvtu svt dung phUOng phdp phdn tich vd kiem dinh md hinh cdu trdc tuye'n tinh (SEM) vdi sU hd tra cda cdng cu SmartSPL3.0. Ke't qud cung cho thdy, cd mdi quan he giUa Chdt luang cdm nhdn thuang hieu vdi Suhdi ldng vd mdi quan he giUa Suhdi long vdi Truyin mieng tich cue.
Tif khoa: gid tri thuang hieu, suhdi long, truyin mieng tich cifc, TP. Cao Ldnh, tinh Dong Thdp Summary
Based on a survey of 120 consumers who live in Cao Lanh city with convenient sample method, the research aims at determinating relationships among Honda Motorbike's brand equity. Satisfaction and Positive word-of-mouth of consumers in Cao Lanh city, Dong Thap province. The research uses analysis method and Structural Equation Model (SEM) supported by SmartPLS3.0 tool. The result shows that there is a relationship between Brand perceived quality with Satisfaction and a relationship between Satisfaction with Positive word-of-mouth. \ Keywords: brand equity, satisfaction, positive word-of-mouth, Cao Lanh city, Dong Thap province
G\(3\ THIEU ndi rieng, khdng cdn qua mdi me, tuy nhien, trong thi trffdng xe may Viet Nam, cac cdng trinh ngbien cffu Theo danh gia cua nhieu chuyen gia, ve gia tri thffdng hieu tac ddng den sff hai ldng ciia mac du tbi trffdng xe may Viet Nam cdn ngffdi tieu dung vin chffa dffdc de cap nhieu. Dac biet, nhd be, nhffng day la mot trong nhffng thi nghien cffu tac ddng ciia sff hai long den truyen mieng trffdng cd tdc do phat trien nhanh nhat tich cffc. Do dd, viec nghien cffu md'i quan be giffa gia Ddng Nam A va chau A. Thffc vay, so tri thffdng hieu xe may Honda, sff hai long va truyen Iffdng xe may dang ky mdi tang len nhanh mieng tich cffc ciia ngffdi tieu dung la he^t sffc can thiet.
chdng qua tffng nam. O thi trffdng nay, da
cd sy hien dien cua hau bet cac thffdng CO Sd ^LY THUYET VA PHU'DNG PHAP hieu xe may ndi tieng, nhff: Honda, NGHIEN CC/U
Suzuki, SYM... Dieu do cho tha'y, day la
thi trffdng rat nang dgng. Trong bd'i canh Casd ly thuyet
canh tranh kbd'c liet, thffdng hieu la mot Theo Aaker (1991), gia tri thffdng hieu dffa vao khach yeu to' cffc ky quan trgng quyet dinh den hang dffdc dinh nghia nhff la mot tap hdp cac gia tri gan sff thanh bai ciia cac nha san xuat va kinh Hen vdi ten hoac bieu tffdng cua thffdng hieu, nhffng gia doanh trong ITnh vffc nay. tri nay se dffdc cdng vao san pham hay dich vu nham gia Nghien cffu ve gia tri thffdng hieu ndi tang gia tri dd'i vdi nhffng ngffdi lien quan. Theo Aaker chung, gia tri thffdng hieu xe may Honda (1991), cd 4 yeu to cau thanh nen gia tri thffdng hieu:
* ThS., Trifdng Dai hoc Dong Thap I Email: [email protected]
Ngdy nhdn bdi: 01/12/2018; Ngdy phdn Men: 19/12/2018; Ngdy duyet ddng: 24/12/2018
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B A N G 1: THANG DO V A CAC BIEN
Khai ni$m
So' Itfcfng bie'n quan sat
Thurtrfbife'n Cdc yeu to cdu thdnh gid tri thxfdng hieu xe mdy Honda
Nhan bie't thifcfng hieu (NBTH) Chat liTcfng cam nhan thu'dng hieu (CLCN) Lien tiTdng thifdng hieu (LTTH) Trung thanh thu'dng hieu (TTTH) Sijf hai long thifofng hi$u Truyin mieng tich ctfc
5 6 4 5 4 3
Bien quan sat 1 - Bien quan sat 5 Bien quan sat 6 - Bien quan sat 11 Bien quan sat 12 - Bien quan sat 15 Bien quan sat 16 - Bien quan sat 20 Bien quan sat 21 - Bien quan sat 24 Bien quan sat 25 - Bie'n quan sat 27
Mguon: Tham khao va tong hdp thang do tif lu'dc l<hao tai lieu cua tac gia
HINH 1: MO HINH NGHIEN CCfU DE XUAT
Nh(in bJei Ihirong hi^u
(XI)
Lien tifimg ^ \ thuong h i ^ k
(X2) J
Injiig ihunh ^ * ^ IhLfUTlg hi^u J
(X3) J^
^m Svr h^i I6ng \ 1 thitOTig hi^u 1
V (Y,) J
^ Truyfin mi$ng J tich c^rc
\ ^ (Yj)
t h.ii lirgng cdm nh{lii thLr<mg hi^u
(X4)
Nguon; Tac gia de xuat
Chat Iffdng cam nhan; Nhan biet thffdng hieu; Lien tffdng thffdng hieu; Ldng trung thanh thffdng hieu.
^ Sff hai long cua khach hang la mffe do ciia trang thai cam xiic bat ngudn tff viec so sanh giffa nhan thffc ve san pham vdi mong ddi cua khach hang khi sff dung dich vu.
Theo Parasuraman va cdng sff (1988), sil hai long cua khach hang la phan uftig ve sff khac biet cam nhan giffa kinh nghiem da biet va sff mong ddi ciia khach hang ve dich vu. Trong nghien cffu ciia Zeithaml (1998), thi dich vu la nhffng hanh vi, qua tnnh, each thffc thffc hien mot cdng viec nao dd nham tao gia tri sff dung cho khach hang lam^ thda man nhu cau va mong ddi cua khach hang.
Truyen mieng tich cffc (WOM Word-of-Mouth) la thdng tin lien lac da dffdc xac dinh la khdng chinh thffc, thdng tin tff ngffdi nay sang ngffdi khac ve mot thffdng hieu, san pham, td' chffc, hoac dich vu, ma xay ra trong mot eugc giao tiep phi thffdng mai (non-commercial communication) (Harrison va cdng sff, 2001) va ngffdi tie'p nhan (ngffdi tieu diing) cho rang, hinh thffc truyen thdng nay cd anh hffdng ldn hdn den sff Iffa chgn ciia ngffdi tieu diing hdn so vdi cac hinh thffc giao tiep khac (Murry, K. B, 1991).
Md Kinh nghien cdu dexudt vd thang do
Dffa vao md hinh gia tri thffdng hieu ciia Aaker (1991) va cac nghien cffu trffdc dd ve gia tri thffdng higu (Nguydn Trffdng Sdn, 2011; Phan Thi Phffdng va Hd Huy Tilu, 2012; Nguydn Trffdng Sdn va Tran Trung Vinh, 2008) cac tac gia nhan tha'y, cd 04 thanh phan cau thanh nen gia tri thffdng hieu nhff Hinh 1.
Cdc gid thuyet:
H,: Nhan biet thffdng hieu tac ddng cung chieu den sff hai long ciia ngffdi tieu dung;
62
H^: Lien tffdng thtfdng hieu tac d6ng cung chieu de'n sff hai ldng ciia ngirdj tieu dung;
H3: Trung thanh thffdng hieu tac dong cung chieu de'n sff hai long ciia ngif6i tieu diing;
H^: Chat Iffdng cam nhan thffdng hieu tac ddng ciing chieu den sff hai ldng ci3a ngffdi tieu ddng;
H^: Sff hai long tac dgng cung chieu den truyen mieng tich cffc cua ngffdi tieu dung.
Thang do vd cdc bien nghien cdu Bang 1 the hien cac tap bien quan sat (27 phat bieu) cu the do Iffdng tren thang do Likert 5 diem thay ddi tff 1 (hoan toan khdng ddng y) den 5 (hoan toan ddng y).
PhUOng phdp nghien cifu
Nghien cffu sff dung phffdng phap phan tich dinh Iffdng cung vdi phffdng phap chgn miu thuan tien vdi cd mSu la 120, phffdng phap thu thap thdng tin dffdc sii dung la gffi phieu khao sat. Dd'i tffdng la nhffng ngffdi dang sff dung thffdng hieu xe may Honda tai TP. Cao Lanh, tinh Dong Thap. Vdi tdng sd phieu phat ra la 120 phieu, thu ve 120 phieu, trong dd sdphieu hdp le la 120 phieu. Thdi gian tien hanh khao sat tff ngay 01/10 den 15/10/2018.
KET QUA NGHIEN CLfU
Phdn tich md hinh cdu trdc tuyen tinh (SEM)
Phffdng phap phan tich md hinh cau triic tuyen tinh (SEM) bang phan mem SmartPLS dffdc sff dung de kiem dinh md hinh nghien cffu. Md hinh kiem dinh mffe do tac ddng cua 04 yeu td: (1) Nhan bie't thffdng hieu (NBTH); (2) Lien tifdng thffdng hieu (LTTH); (3) Trung thanh thffdng hieu (TTTH); Chat Iffdng cam nhan thffdng hieu (CLCN) den Sff hai ldng; va SiI hai ldng den Truyen mieng tich cffc ciia ngffdi tieu dung TP. Cao Lanh ye thffdng hieu xe may Honda.
Kiem dinh md hinh do lifdng
De dam bao cho md hinh do Iffdng, tac gia da sff dung phffdng phap PLS de danh gia cac dac tinh cua ta't ca nhifng thang do da siI dung trong nghien ciJu nay. Bdi vi, tat ca cac thang do da de cap trong nghien cffu nay chffa cac chi so phan chieu, sff kiem tra tinh hdp le va do tin cay la can thiet (Hair va cong sff, 2014). Mdi chi sd deu dffdc kiem tra xem nd cd phu hdp de do Iffdng cho y dinh muc tieu hay khdng. Nhin vao Bang 2 cho tha'y, he sd tai nhan td ciia
KinhtevaDi/Mo
• « • • • • • Itr
va Dif bao
cac bien quan sat deu ldn hdn 0,7, cho tha'y thda man dieu kien hgi tu (Hair va cdng sff, 2014). Ngoai ra, do tin cay tdng hdp (CR) cua cac thang do giao ddng d mffe tff 0,920 de'n 0,969, mffe trung binh phffdng sai rut trieb (AVE) cua cac thang do deu dat diem cat, cho tha'y do tin cay thda dang vdi khoan tff 0,726 ddn 0,885.
Ket qua chffng minh dffdc rang, viec Iffa chgn md hinh do Iffdng la phii hdp.
Ngoai ra, de tiep tuc phan tich do phan biet, ngbien cffu tien hanh so sanh md'i quan he giffa cac yeu to' vdi phffdng sai trich trung binh (AVE). Ket qua phan tich cho tha'y, can bac hai AVE ciia mdi yeu td deu ldn hdn be sd' lien he giffa yeu to' do vdi cac yeu td' khac. Hay ndi each khac, he so'tai cua tffng chi bao deu ldn nhat trong ma tran he so' tffdng quan cheo va ed y ngbia thd'ng ke vdi P-value
= 0,000. Nhff vay, mlu nghien cffu dam bao do phan biet cua cac yeu to do Iffdng. Ngoai ra, kiem dinh hien tffdng da cdng tuyen ddu cho gia tri VIF < 5 (Hair va cdng sff,2014) vdi gia tri ldn nhat la 3,571 nen md hinh khdng vi pham.
Kiem dinh md hinh cdu triic
Ke't qua Bang 3 cho thay, gia tri R^
dffdc the hien trong (R^ = 71,2%), cd ngbia la cac yeu to thanh phan thudc gia tri thffdng hieu dffa vao md hinh giai thich dffdc 71,2% sff bien thien cua sff hai ldng va yeu td' sff hai ldng giai thich dffdc 35,7% sff bien thien cua truyen mieng tich cffc (R2= 35,7%).
Ngoai viec xem xet gia tri R^, nhieu chuyen gia xem xet gia tri Q^ (sff hen quan tien doan) nhff la mot can cff bd sung de xem xet md hinh phu hdp. Gia tri Q^ cd the dffdc de cap den tinh day du cua md hinh de tien doan cac cbi so cua mdi bien tiem an. Trong md hinh xay dffng, cac gia tri cua Q^ ldn hdn 0 dd'i vdi mot cau true dac trffng cho tha'y md hinh cd mot kha nang dff doan thieh hdp cho bien cu the dd. Tac gia thlic hien chffc nang blindfolding bang each su' dung SmartPLS, ket qua thu dffdc cac gia tri Q^ deu ldn hdn 0, giao dgng tff 0,416 deii 0,711 (md hinh md'i quan he giffa cac thanh phan gia tri thffdng hieu vdi sff hai ldng) va giao ddng tff 0,023 den 0,374 (md hinh md'i quan be giffa sff hai long va truyen mieng tich cffc) cho tha'y, md hinh dffdng dan sff dung ldi the dil doan cao phu hdp vdi tat ca cac bieii ngi sinh da cho. Tdm lai, md hinh the hien mot sil phu hdp cd the chap nhan dffdc va cd tinh tien doan cao.
BANG 2: KET QUA DO TIN C A Y V A GIA TRI HOI TCI CUA THANG DO Thang do
(Constructs) Nhan biet thifdng hieu Lien tifdng thu'dng hieu Trung thanh thu'dng hieu
Chat lifdng cam nhan thifdng hieu Slf hai long
Truyen mieng tich cifc
Big'n quan sat
(Items) 5 4 5 6 4 3
H$ sd' tai nhSn to' (Factor Loading)
0,819-0,900 0,817-0,907 0,784-0,933 0,819-0,869 0,907-0,960 0,826-0,931
DO tin cSy tdng hoTp
(CR) 0,931 0,924 0,938 0,941 0,969 0,920
PhtfoTng sai trich trung binh (AVE) 0,731 0,752 0,753 0,726 0,885 0,793 Ngu6n: Ke't qua tif phan tich SmartPLS, duf lieu 2018
BANG 3: PHAN TICH MO HINH CAU TRUC Thang do
phu thuQC SU hai long
(SHL) R^ = 0,712 Truyen nii§ng
tich ctfc (WOM) R^ = 0,357
Thang do ddc Idp
<r NBTH
<- LTTH
<- TTTH
^CLCN
<r SHL
MtfcdO tac dOng
-0,085 0,202 0,078 0,659 0,598
Ki^m dinh t 0,484 1,087 0,493 3,770 6,798
Mtfc y nghia thong k^
0,628 0,277 0,622 0,000 0,000 Ngudn: Tdng hdp tCf phan tich mo hinh cau triic tuyen tinh, dif lieu nam 2018
HINH 2: BIEU DO THE HIEN KET QUA MO HINH CAU TRUC TUYEN TINH PLS-SEM
-<2^:
0^26 — t i WOMZ I J:I WOM3 [
CLCt^l ] I C1.CN2 ~ ] I CLCrO "~] ] CLCNd | [ CLCN5 ~ ] | CLCM6 "
Ngudn: Ket qua tif phan tich SmartPLS, dif lieu 2018
Bang viec sff dung chffc nang Bootstrapping vdi 1000 lan lap lai de kiem tra md hinh cau true. Mffe do anh hffdng trilc tiep ciia cac bie^n dgc lap dffa vao md binh de'n sil hai ldng dffdc trinh bay cbi tiet d (Bang 3).
Ket qua cho tha'y, yeu td "CLCN" cd tac ddng cung chieu den Sif hai ldng cua ngffdi tieu diing (P = 0,659, t = 3,770, P < 0,01); yeu td "SHL" cd tac ddng cung chieu den Truyen mieng trffc tiep ciia ngffdi tieu diing (p = 0,598, t = 6,798, P < 0,01). Do dd, gia thuyet H^ va H dffdc chap nhan. Trong khi dd, yeu td "NBTH", yeu to "LTTH" ya yeu td "TTTH" deu cd gia tri P > 0,05;
vi vay, 3 bie'n dgc lap nay mac dii cd tac ddng, nhffng lai khdng cd y nghia thd'ng ke. Do dd, gia thuye^t Hj H, va H3 khdng dffdc chap nhan.
KET LUAN vA HAM Y QUAN TRj
Ke^t qua nghien md'i quan he giffa gia tri thffdng hieu xe may Honda tdi siI hai long va truyen mieng
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63
tich cffc ciia ngffdi tieu dung TP. Cao Lanh da chi ra thdng mang mot y nghia thiet thffc den cd 1 yeu td thudc thanh phan Gia tri thffdng hieu cd ngffdi tieu dung, gdi len nhiftig hen tifdng tac ddng cung chieu den SiI hai ldng. Ben canh dd, cd tich cffc ve san pham nham tao dau an stf tac ddng cd y ngbia thd'ng ke cua thanh phan Sil hai thffdng bieu trong tam tn ngffdi tieu dung, ldng den Truyen mieng tich cffc ciia ngffdi tieu dung. Dd\ vdi yeu td Truyin mieng tich cue:
Dffa tren ket qua nghien cffu thu dffdc, nhdm nghien Truyen mieng tieh eilc cua ngffdi tieu cffu de xuat ham y quan tri nhff sau: dung sau khi da trai^ nghiem va cam thay Ddi vdi yeu td Chdt luang cdm nhdn thuong hieu: hai ldng dd'i vdi san pham, dich vu la Day la thanh phan duy nhat tac ddng manh nhat den sff mot cdng cu marketing bieu qua va tiet hai ldng cua ngffdi tieu dung khi hg trai nghiem ddi vdi idem cho doanh nghiep. Do vay, Hang thffdng hieu xe may Honda. Thffdng hieu xe may Honda can dam bao sif thda man cua khach ngoai dac tinh ben bi, cdn dffdc ngffdi tieu dung danh hang la cao nhat khi giao dich. Tang gia la cd mffe gia phu hdp. Do vay. Hang can quan tam cffdng cac eugc ggi trffc tiep de tham do den chinh sach dinh gia dd'i vdi cac san pham hien tai, y kien khanh hang, ciing nhff danh gia cung nhff san pham mdi tren thi trffdng. Ngoai ra, de tang cua khach bang ve chat Iffdng cham soc cffdng thanh phan "chat Iffdng cam nhan thffdng hieu", khach hang tai cac trung tam bao hanh, Hang can quan tam den viec thiet ke thdng diep truyen sffa chffa ciia Hang.Q
TAI LIEU THAM KHAO
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Kinh tevaDU bao
