Nghien cuu su trung thanh thuong hieu cua nguM ti^u dimg doi voi san pham banh keo truyen thdng Binh Dinh
D9ngH6ngVuong Tniong Dai hpc Quy Nhon
Muc tidu cua nghien ciiu nhdm xdc dinh vd do ludng sy tdc ddng eua cdc ydu td ddn su tmng thanh thuong hidu cOa ngudi tidu dung ddi vdi sdn pham bdnh keo tmydn thdng Binh Dinh. Nghidn ciiu dugc thu thap va xd ly bd sd lidu tii hon 350 ngudi tidu dting trdn dia bdn Unh Binh Dinh cd thudng xuyen su dyng sdn phdm bdnh keo tmyen thdng it nhdt 3 lan/thdng. Md hinh eau tnie SEM duge thidt Idp vdi kdt qud tin cay cho thay su hai Idng eua ngudi tidu dOng Id ydu td quan trpng vd ed tdc ddng eao nhat, tidp theo la hinh dnh thuong hieu vd tde ddng thuong hidu cting ed dnh hudng dang kd ddn sg tmng thdnh thuong hidu ciia ngudi tidu diing.
I.Mo'aau
Thucmg hidu chinh Id su khdc bidt gitia cdc sdn phdm. Ddy la ydu td Idm tang Idn Igi the eanh tranh eho doanh nghidp. Gia tri thi trudng cOa thuong hidu la kdt qua cOa vide dau tu vdo cdc boat ddng thuong hidu. Su chdp nhan thuong hidu ciia ngudi tidu diing ludn duge eac thuong nhdn va nhd sdn xuat quan tdm.
Hidn tai, sy tmng thdnh eua ngudi tidu diing tai thi trudng Viet Nam da cd nhting bidn ddi rd rdt. Khach hang ngay cdng cd nhieu thdng tin ve san pham, ve td ehuc, doanh nghidp vd nhu cdu mong mudn ngdy cdng tang cao, ddi vdi co sd sdn xudt san pham tmydn thdng hong dd cd san pham banh keo tmyen thdng cting khdng ngoai Id. Mye dieh ciia nghidn etiu ndy la nghidn eiiu xdc dfnh mdi quan he tuong hd, do ludng miic dd tdc ddng ciia cdc yeu td anh hudng ddn sy tmng thanh thucmg hieu ddi vdi sdn pham bdnh keo tmyen thdng Binh Dinh. Nghidn ciiu dugc trinh bdy theo bd cyc hi ea sd ly thuydt, cdc gid thuydt nghidn eiiu vd thidt lap md hinh nghien eiiu. Nghidn cthi sii dyng phuang phap dinh tinh va phuang phap dinh lugng xij ly sd lidu va dua ra kdt qud, til dd kdt ludn vd dd xudt cae gidi phdp, hdm y quan tn.
2. Cff SO" ly thuyet va md hinh nghien cihi Hinh dnh thuong bidu (Brand image): Keller (1998), hinh dnh thuong hieu Id mdt hidn tugng nhdn thiic mang tinh chii quan, dugc phdn anh thdng qua cam xiic ciia ngudi mua ddi vdi eac sdn phdm.
Sweeney vd Swait (2008), hinh dnh thuong hidu ddng vai hd la cdng cu ddu tidn dd tidn hdnh hoat ddng marketing, hinh thdnh edc tdc ddng thuong hidu, giii ehan vd gdp phdn Idm eho ngudi tidu diing tmng thdnh vdi thuong hieu. Til ca sd ly thuydt trdn, cde gid thuydt duge dd xudt:
CINH T± C H A U
HI: Hinh dnh thuong hieu cd dnh hudng tieh cue ddn Tdc ddng thuong hidu.
H2: Hinh dnh thuong hieu cd anh hudng tieh cue ddn Gid hi thuong hidu.
H3: Hinh dnh thuong hidu cd dnh hudng tieh cue ddn Sy hai Idng thuong hidu.
H4: Hinh anh thuong hieu ed dnh hudng tieh cue ddn Su tmng thdnh thucmg hidu.
Tdc dpng thuong hidu (Brand impact): Chaudhuri va Holbrook (2001), tdc ddng thuong hieu khdng dinh tiem nang cua mdt thuong hieu de gdy ra cde phdn Ong cam xiie tieh cue ctia ngudi tieu diing khi sii dyng thuong hieu dd. Mishra vd cpng sy (2016), tdc dang thuong hidu tieh cue ed dnh hudng ddn sy hdi long ciia ngudi tidu dimg, trong khi tdc ddng tidu eye dan den su khdng hdi Idng. Chaudhuri vd Holbrook (2001) cho rang bang each tang cudng tac ddng thuong hidu, cdc cdng ty cd thd cdi thien gid tri ciia ehinh hp, cQng nhu chinh gid tri thuong hidu. Til eo sd IJ thuydt hen, cac gia thuydt dugc dd xudt:
H5: Tdc ddng thuong hieu cd dnh hudng Hch eye den Gid tri thuong hidu.
H6: Tdc ddng thuong bieu cd anh hudng tieh eye ddn Su hdi Idng thuong hidu.
H7: Tdc ddng thuong hidu cd dnh hudng tieh cue den Su tmng thdnh thuong hieu.
Gid tri thuong hidu (Brand value): Meio vd Galan (2011), gia tri thuong hieu Id thudc do sire manh tdi chinh, khd nang tao ra nhu cdu va ti^m ndng tao ra doanh thu eua mdt doanh nghidp. Leroi vd cdng sy (2014), cd hai each tiep edn hong viee xdc dinh gia tri thuong hieu: each tiep can mdt ehidu va cdeh hep cdn da chidu. Cronin vd edng sy (2000) dd chung minh rdng cd mdt mdi quan hd quan trgng tdn tai gitia gia tri thuong liidu va sy hdi ldng thuong hidu. Tir eo sd ly
NGHIEN CUU
tiiuydt trdn, ede gid Uiuydt duge dd xudt: tiidi gian khdo sdt td tiidng 11/2019 ddn thdng 01/2020.
H8: Gid tri tiiuong hidu cd dnh hudng tich cue ddn Tdng sd bdng cau hoi khdo sdt tiiu vd dd didu kidn phan
Syhai Idng thuong bidu. h'eh,xdlyia298pliieu.TacgidsudyngphanmdmSPSS H9: Gid tri thuong hieu cd dnh hudng tich cue ddn ^^ ^^ ^^^^ 20 nhdm phan tich vd xir \f sd lidu.
Su tmng thanh tiiucmg hidu. 4.1. Phfin tich dd tin cay Cronbach's Alpha Sy hdi ldng thuong bidu (Brand satisfaction): Nhting bidn cd he sd Item Total Corelation nhd hon Moliner vd cdng su (2015), sy hai Idng Id su ddnh gid ^-^ "^i^c xem Id bien rdc vd bj loai ra khdi m6 hinh, thdng qua su trdi nghidm vd mdt san phdm hoSc dich
vy md ngudi tidu dimg da ed vdi san phdm hoae dich vy dd. Pu5ka va cdng su (2018) cho rang ndu khdng cd ngudi tidu diing hai ldng, thi cOng khdng cd ngudi tidu diing tmng thanh. Til ca sd ly thuydt hdn, cae gid thuydt dugc de xuat la:
HIO: Su hdi Idng thuong hidu cd dnh hudng tieh cue ddn Sy tmng thdnh thuong hidu.
Tmng thdnh thuong hidu (Brand loyalty): Lazarevic (2012), sy tmng thanh thuong hieu Id mdt cdm giac tich cue ddi vdi thuong hieu va su duy tri dd mua thuong hidu dd trong tuong lai, bdt kd cd edc boat ddng ciia ddi thii canh heinh hoae ed su thay ddi ttr mdi trudng kinh doanh. Back vd Park (2003), sy tmng thdnh mua hdng cOa ngudi tidu dung vugt xa viee mua lap di Idp lai va dd cap den mdt sy tin tudng thuc sy cho mdt thuong hidu nhdt dinh.
Til nhtrng eo sd ly thuydt vd edc gia thuydt nghidn ciiu hdn, tae gia dd xudt md hinh nghidn ciiu nhu sau:
S u b 1. Mo blnh nghiln ctiu J£ mat
thang do duge chdp nhdn khi he sd Cronbach's alpha Idn hon 0.7 (Hair & cgng sy, 2010). Ket qud phdn Uch do tin cay Cronbach's alpha (Ian 1) loai bd bien quan sat HA6 bdi vi khdng dam bao ydu cdu. Kdt qua xii I^
dti lidu (Ian 2) cho thdy, tdt cd 22 bien quan sdt ddu c6 tuong quan bidn tdng Idn han 0.5 vd he sd Cronbach's alpha deu Idn hon 0.7.
3. Phtfong phap nghien ciiii
Phuong phdp nghidn eiiu dugc sii dyng Id phuang phap nghidn cthi dinh tinh thdng qua thdo Iuan nhdm vd phuang phdp nghidn ciiu dinh lugng so bg vd ehinh thtrc. Kdt qud sau khi nghien eiiu dinh tinh vd nghien eiiu dinh lugng so bd ddng y vdi md hinh gom 10 gid thuydt nghidn ciiu cd 5 yeu td vdi 23 bien quan sat.
Nghien cthi dinh lugng sir dyng thang do Likert 5 diem ttr hoan todn khdng ddng </ ddn hoan toan ddng y.
Nghidn cuu dua trdn didm danh gid cac tidu chi de tidn hdnh cdc phan tich thdng kd
4. Ket qua nghien cihi
Nghidn etru tiiyc hidn khdo sdt 350 ngucri tidu dimg tren dia ban tinh Binh Dinh cd thudng xuyen su dyng sdn phdm bdnh keo huydn thdng it nhdt 3 Idn/Uidng,
YlutS Hinh anh thuong hieu
(HATH)' Tac dgog thinmg hiEu
(TDTH) Gia tn thuong
(GTTHI Hai long thuong hieu
(HLTH) Trung thank thuong hieu (TTm)"
Bane 1: Ket <!•>• phan ti'di Cronbach's Alpha Thang do/
Bifa HAI HA2 HA3 HA4 HA5 TDI TD2 TD3 TIM GTl GT2 GT3 GT4 HLl HL2 HL3 HL4 HL5 TTI TT2 TT3 TT4
Tmmg quan bientSog
.694 .713 ,674 .619 .623 .649 ,603 ,610 .649 654 .671 .671 611 63S .761 .630 .680 .710 .725 .753 .614 .628
Cronbach's alpha neu loai hten
813 808 818 832 832 752 774 770 752 780 772 772 800 845 815 849 835 827 7B3 764 .827 823
Cronbach's
.851
.810
.826
.863
.842
4.2. Phdn hch nhdn td' kham pha EFA Ket qud eho thdy: kiem dinh KMO vd Bartiett's trong phan tich factor ta dugc: He sd KMO = 0.870 >
0.5 eho thdy dii lidu phii hgp eho phdn tich nhan td kham pha. Bartiett's Test cd y nghia thd'ng kd (Sig. = 0.000 < 0.05) nen edc bidn quan sdt cd tuong quan vdi nhau trong tdng thd. Phuang sai trieb bdng 66.134, thd hien rang sy bien thien eda cae ydu td dugc phan tich cd thd gidi thich dugc 66.134% sy bidn thien ciia dii lieu khdo sat ban dau. He sd Eigenvalues cila yeu td thii 5 bang 1,266>1, thd hidn su hdi ty cua phep phan tich dimg d ydu td thtr 5. He sd tai yeu td eiia mdi bidn quan sat thd hidn cac ydu td deu Idn hon 0.5, eho thdy rdng edc bien quan sat deu the bidn duge cd dugc su dnh hudng d miic quan trgng vdi cae ydu td ma eac bidn nay bieu didn.
32 H DUCTNO ( T H A N G
HL2 H L 5 H L 4 HL3 H L l HA2 H A I HA3 HA4 HAS GT3 GT2 G T l GT4 I D l TD3 TD4 TD2 TTI TT2 7 1 4 TT3 Eigenvahie
% of Variance Cinmilath'e % K M O Bartletf s Test of Sphericity
Yeuta 1"
.581
6.796 30.770 30.770 Chi-Square Sig
•J
.794 781 .766 .687 .625
2.411 10.958 41.728
3
.830 .778 .710 .628
2.290 10.409 52.137 .870 3048.40
.000 4
,735 .726 .708 .635
1.813 8 J 4 1 60.378 7
5
.861 .607
1 2 6 6 5.756 66.134
4.3. Kiem dinh gia thuyet nghien cuu Md hinh cdu tnie SEM duge thidt 1 ^ de kidm ha 10 gia tiiuydt dugc dd xudt. Kdt qud eho thdy (Bdng 4): md hinh ed gid tii Chi-square = 352,817; df = 199; Cmin/df
= 1,773 vdi gid tri p = 0,000, cdc chi sd TU = 0,939, CFl
= 0,947, GFI = 0,903 (> 0,9) vd RMSEA = 0,051. Ben e^nh dd, cdc bd sd hoi quy beta da chuan hda eiia md hinh ddu cd gia tri duong vdi mire y nghIa thdng kd p- value < 0,05. Didu nay ehimg minh rdng ket qud kiem dinh ngoai tni gid tiiuydt H9 bi loai bd, cdc gid thuydt nghidn ciiu edn lai deu dugc chdp nhan.
M6iquanhe HATH -> TDTH H A T H ^ GTTH H A T H ^ HLXH HATH -> TTTH TDTH.> GTTH TDTH-> HLTH TDTH-> TTTH GTTH -> HLTH GiW-> iilH HLTH-> TTTH
: Ket qn) kit He so Immgquan
228 272 ,186 291 .158 .186 .263 -353 -.044 .382
m dinh cac S a i l ^ h
.065 .068 .064 .058 .073 .068 ,061 069 .061 .063
eia tbnvet nehien
t^iS
3,497 4000 2 890 5.056 2.155 2 723 4 322 5 140 -.721 5 SEE
P 000 DCO 004 000 031 006 000 000 4/1 000
cihi Gia thuyet 41' Chapuhan S2- chip nhan H3 Cliapnhan rl4. ChSp nh?n 45. Chap nlian rl6' Chap nhan rl7' Chap nhan 48; Chap nh^n 19- Loai bd HIO: Chap nhan
5. Ket Iuan va ham y quan trj
Muc dich ciia nghien ciiu nay Id danh gid su tmng thdnh eiia ngudi tidu dung ddi vdi san phdm bdnh keo huydn thdng Binh Dinh. Kdt qud cho thay sy hdi ldng thuong hieu cd mtrc do anh hudng ddn su tmng thdnh nhidu hon hai ydu td cdn \a.\ la hinh dnh thuong hidu
vd tdc ddng thuong hidu. Sy tmng thdnh thuong hidu ciia ngudi tidu dting khdng bi dnh hudng nhieu bdi gid hi tiiuong bidu cua sdn phdm bdnh keo tmydn thdng.
Trdn ca sd ciia cac tdc ddng ndy, cd the kdt Iuan rdng ngudi tidu diing bai long vdi tiiuong hieu se cd gdp phdn lam gia tang miic do tmng thanh thuong hidu. Do dd, nhd sdn xudt bdnh keo tmyen thdng Binh Dinh cdn phdi tim ra edc bien phdp, chien luge Idm sao cho khdch hang that su hdi long ddi vdi sdn phdm md minh dang sdn xudt vd tidu thy. Nhu vay, cdc nhd sdn xudt can tang cudng hon niia cOng tdc dau hr vd phat trien san pham chat lugng, eung cdp nhting sdn pham mdi ddn thi trudng nham thu htit dugc su ehii y eua khdch hdng gdp phdn ndng cao hinh dnh tiiuong hidu; thidt kd kidu ddng ciia san phdm thu hiit khdch hang; tdng cudng qudng bd vd phdt tridn tiiuong hi^u;
tang mue cbi hoa hdng cho eac tmng gian phdn phdi, thidt lap he tiidng phan phdi, cam ket tidu ehudn sdn pham thdng qua nhting hdnh ddng thidt thyc, cu tiid;
tdng eudng PR thuong hidu sdn phdm trdn tlii hudng./.
Tai lieu tham lihao
Albaddad, A. (2014), Te e eet of brand image and brand loyalty on brand equity. International JoumaJ of Business and Management Invention 3(5), pp:28-32.
Chao, R-F., Wu, T-C, Yen, W-T. (2015), The Influence of Service Quality, Brand Image, and Consumer Satisfaction on Consumer Loyalty for Private Karaoke Roomsin Taiwan, Te Journal of Global Business Management 11(0, pp:59-67.
Matzler, K., Grabner-Kmter, S. & Bidmon, S. (2008), Risk aversion and brand loyalty: the mediating role of brand tmst and brand affect. Journal of Product &
Brand Management, 17(3), pp:I54-I62.
Mishra Kumar, M., Kesharwani, A. & Das, D. (2016), The relationship between risk aversion, brand tmst, brand affect and loyalty: evidence from the FMCG industry, Joumal of Indian Business Research, 8 (2), pp:78-97.
Nam, J., Ekinei, Y., Whyatt, G. (2011), Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research 38(3), pp:1009-I030.
Sweeney, J., Swait, J. (2008), The e eets of brand credibility on consumer loyalty, Joumeil of Retailing and Consumer Services 15(3), pp:179-193.
Seetharaman, A., Nadzir, Z.A.B.M., Gunalan, S.
(2001), A coneeptu^ study on brand valuation, Joumal of Product & Brand Management 10(4).