82 Pham Thj Lan Hirong & Ngo Thi H6ng. Tap chi Phat triSn Kinh ti. 27(12). 82-100
Tac dong cua trai nghiem thircng hieu den quan he thucng hieu
Ung dung cho nganh ban le
PHAM THI LAN HUONG
Tmdng Dai hoc Kinh tl - Dai hoc Da Nang - phamthilanhuong(@due.edu.vn NGO TH! HONG
Trudng Cao dang Thuong mai - ngohong.dn(ggmail.com Ngdy nhdn:
21/08/2016 Ngdy nhgn lgi:
27/12/2016 Ngdy duyet ddng:
30/12/2016 Ma so:
09I6-M31-V06
Tir khoa:
Trai nghiem thuong hieu;
Trai nghiem thuong hieu ban le; Quan he thuang hieu; Ldng trung thanh thuang hieu; Dich vu ban le.
Keywords:
Brand experience; Retail brand experience; Brand relationship; Brand loyalty; Retail service.
Tdm tiit
Nghien cu-u nay nhim do ludng su tac ddng cua trai nghiem thuang hieu din quan he thuo-ng hieu. Ndi dung nghien ciiu de cap den nhung li luan ve trai nghiem thuong hieu, mdi quan he giira trai nghiem thuang hieu vdi quan he thuong hieu, md hinh va thang do trai nghiem thuang hieu trong ITnh vuc ban le. Tac gia tien hanh nghien cim dinh lupng vdi dii lieu du-gc thu thap bang phuong phap phdng van ca nhan true tiep vdi mau la 260 ngudi tieu diing trong do tudi 18-55 den mua sam tai cac he thdng sieu thi ban le cua Big C, Co.op Mart va Lotte Mart ciia thanh phd Da Nang. Ket qua nghien cim chi ra su anh hudng tich cue tii cac thanh phan frai nghiem thuong hieu den tinh each thuong hieu, niem tin thuong hieu, su hai Idng thuong hieu va anh hudng tich cue cua trai nghiem thuang hieu, su hai Idng thuong hieu den cam ket ddi vdi thuong hieu, y thurc cong ddng thuong hieu va Idng frung thanh thuang hieu. Ben canh dd, nghien ciiu khdng tim thay su anh hudng ciia thanh phin y thiic cdng ddng va cam ket ddi vdi thuang hieu den ldng trung thanh thuong hieu.
Abstract
This study aims to measure the impact of brand experience on brand relationship. The content of the argument refers to brand experience, the nexus between brand experience and brand relationship, and patterns or scales of brand experience in the retail service. Data are collected by means of direct personal interviews with 260 consumers aged from 18 to 55, shopping at retail supermarkets, such as Big C, Co.op Mart, and Lotte Mart in Danang. The research results show the positive impacts of brand experience components on brand personality, brand frust, and brand satisfaction besides the positive effects of brand experience and brand satisfaction on brand commitment and brand community or the impacts of brand experience and satisfaction on brand loyalty. No effects are found of sense of community and brand commitment on brand loyalty. The study contributes theoretically to the synthesis ofthe scales of brand experience and practically to the formulation of marketing strategies for retail stores in Vietnam.
Pham Thj Lan Huong & Ngo Thj H6ng. Tap chi Phat trijn Kinh 16, 27( 12). 82-100 83
1. Dat van de
Quan li thuang hieu chien lugc da dugc coi li chia khda tao ngn lgi the canh tranh so vdi cic ddi thu. Li thuygt quan he thuang hieu cfla Keller (2012) cho thiy thuang hieu ddng vai trd nhu mdt phuang tien kgt ndi cho ci ngudi tigu dflng va eic nha cung cip, trong do cd lip luan cho rang thuang hieu la mot ygu td quan trpng anh hudng dgn sy lya chpn efla ngudi tieu dflng. Dudi ap lyc canh tranh ngiy cang khde liet, dg tao dugc lgi the canh tranh, cic doanh nghiep khdng chi cai tien, diu tu edng nghe dg ning cao chit lugng, ha gia thanh sin pham ma cdn phii diu tu xiy dyng v i quin li thucmg hieu.
Vai trd cfla trii nghiem thuong hieu trong dy doin hanh vi kbieh hang rit quan trgng, dd li nhflng trai nghiem thfl vi va dang nbd, nhflng cim xflc, suy nghT tich cyc kbi khach hang trii nghiem va danh gii se tie dpng manh dgn Idng trung thinh thuong hieu, dac biet ddi vdi nganh kinh doanh bin le thi vai trd efla trii nghiem thuang hieu cang trd ngn quan trpng vi trong mdi trudng kinh doanh dich vu ban le, trai nghiem eua khich hang tu cim giie, cam xflc dgn hanh vi mang ygu td quygt dinh dgn sy hii Idng cfla khich hing khi mua sam tai digm ban le dd. Nhflng trii nghiem ve thuang hieu cfla khich hang la ygu td nen tang mang lai Idng trung thanh, sy gan kgt giua khich hang vdi thucmg hieu. Cd thg ndi, cic nghign efln vg trii nghiem thucmg hieu trong ITnh vyc niy kha ban chg, nghign cuu diu tign dugc thyc hien bdi Brakus va cdng su (2009) cho thiy trii nghigm thucmg hieu ed anh hudng tich cyc dgn Idng trung thanh, nigm tin thuong hieu, quan he thuong hieu va md hinh cfla Brakus vi cgng sy (2009) da dugc kigm chung trong nhieu nghien efln tren thg gidi (Iglesias, 2011; Kim, 2012; Sahin & cdngsy, 2011).
Tuy nhien, tai VN, khai niem "trii nghiem kbieh hang", "trii nghiem thuang hieu khich hang" cdn khi mdi me nen hiu nhu chua dugc nghign cuu nhigu vg mat hin lim cung nhu thyc tien. Do vay, nghien cuu vg trii nghiem thucmg hieu vi mdi quan he giua trii nghiem thuang bieu vdi quan he thuang hieu la ein thiet.
2. Cff sd Ii thuyet va mo hinh nghien cihi 2.1. Cas&li thuyit
2.1 A. Trai nghiem thuang hieu
Trai nghiem thuang hieu efla khach hing dugc higu li nhung phin flng ndi tai va chu quan cfla hp khi tiep xue trye tigp, giin tiep vdi mdt sin phim/thuong hieu/cfla hing.
Brakus va cdng sy (2009) dinh nghTa trii nghiem thuang hieu li nhung phin ung ndi tai
Pham Thj Lan Huong & Ngo Thi Hong. Tap chi Phat trien Kinh t6, 27(12), 82-100
vi chfl quan cfla khich hing (cim giic, tinh cim va nhin thuc) vi nhung phan ung hanh vi dugc kich boat bdi cic tic nhin thuang hieu lien quan dgn nhin dien thuong hieu nhu: Bao gdi, thilt kl, mdi trudng va truygn thdng. Nhu vay, trii nghiem thuang hieu li mgt khii niem da tigu thfl-c bao gdm nhfl-ng trai nghiem cim giic, tinh cim, suy nghT va hinh vi cfla khach hang vdi thuong hieu (Brakus & edng sy, 2009).
Cae thinh phan trii nghiem thuang hieu;
Trdi nghiim cdm gidc (Sensory): Nhung trii nghiem cd dugc tu nam giic quan (thi giic, khfln giic, thinh giac, xflc giic va vi giic) dugc cung cip bdi mdt thuang hieu (Schmitt, 2003; Brakus & cdng sy, 2009). Trong nganh bin le, cic thdng tin vg cim giac ngudi tigu dflng ed dugc se ghi nhd va cd khi nang nhung tbdng tin niy li ting y dinh mua, mua lap lai (Ishida & Taylor, 2011). Nhu vay, trong mua sam tai eac cfl-a hing bin
|g, trii nghigm cim giie duge thg hien thdng qua eac kich thich tfl cfla hang dgn cic giie quan cfla khach hing nhu; Biu khdng khi cfla cfla hing tao ra xflc giic, cich biy tri cua hang kich thich thi giie...
Trdi nghiim tinh cdm (Affective): Su trii nghiem cfla khich hang ve mat cam xflc va tinh cam, bao gdm nhung cim xflc duge tao ra bdi thuang hieu va sy ring budc vg cam xflc vdi ngudi tigu dflng (Schmitt, 2003; Brakus & cdng sy, 2009). Tinh cim cd lien quan dgn trii nghiem cfla khach bang khi tham gia vao boat ddng mua sim tai cfl-a hang, nhflng cim xuc ma khach hing cd dugc trong qui trinh tham quan, mua sim tai cfl-a hang hoae sigu thi.
Trdi nghiim suy nghT (Intellectual): Khach hing duge kich boat tri sang tao va phit triln tu duy thdng qua tuang tic vdi thuang hieu (Schmitt, 2003; Brakus & cdng sy, 2009). Nhflng trii nghiem eua khich hing tai cfl-a hang, sigu thj ban le ed kha nang tao cho khach hing nhflng suy nghT, td md vg thuang hieu. djch vu, va cung cd the tao cho khich hang nhin thfl-c vl sieu thi hay cfla hang dd.
Trdi nghiim hdnh vi (Behavioral): Nhflng trii nghiem kbieh hang cd dugc khi sfl dung thuong hieu, nd khign cho khich hing cd nhfl-ng hinh ddng thi chit (Schmit, 2003;
Brakus & cdng sy, 2009). Gii tri tao cho khich hing chi'nh li sy thay doi vl hanh vi vi Idi sdng tbdng qua tuong tic vdi thuang hieu.
2.1.2. Quan he thuo-ng hieu
Theo Keller (2012), quan he thuong hieu la mdi quan he giua khich hing vdi thuo-ng hieu, cung li muc dich cudi cflng va quan trpng nhit cfla xiy dyng thuong hieu, giflp gia tang manh me va bgn vfl-ng tai sin thuong hieu. Diy chinh la mdi quan he manh me va
Pham Thj Lan Huong & Ngo Thj Hong. Tap chi Phat triln Kinh 16, 27(12), 82-100 85
sau sic cfla khach hang vdi thuang hieu, ndi cich khic la muc dp ddng dieu mi khach hang cim thiy vdi thuang hieu. Nhu viy, vg bin chit, quan he efla khich hang vdi thuong hieu duge xem la long trung thanh siu sic vi chfl dpng. Keller (2012) kgt luin quan he thuang hieu gdm eic thanh phan; Ldng trung thanh, y thfle edng ddng, vi cam kgt ddi vdi thuong hieu.
Cic thanh phan do ludng quan he thuong hieu;
- Ldng trung thanh; Khich hing dugc xem la trung thanh vdi thucmg hieu khi hg cd xu hudng mua nhigu sin phim cfla mgt thuang hieu nio dd va mua lip lai (Chaudhuri, 1999). Ldng trung thanh thg hien thai dp cfla khich hang, ngu khach hing tin tudng vi cd an tugng tdt vg mdt thuong hieu thi se un tien tim mua san pham cfla thucmg hieu dd (Yoo & cdng sy, 2000).
- Y thfl-c cdng ddng; Diy la hien tu-gng xi hdi quan trpng, d dd khich hang cim thiy mpt mdi quan he gan gfli (sy gidng nhau ve tinh chit) vdi nhflng ngudi cflng sfl dung thuong hieu gidng hp (Keller, 2012).
- Cam kgt ddi vdi thuang hieu; Day la sy cam kgt chu ddng vdi thuang hieu, xiy ra khi khach hing sin sang dau tu thdi gian, cdng sue, tign bac hay nhung ngudn lyc khic cho thuong hieu ngoii viec mua va sfl- dung (Keller, 2012).
2.1.3. Md hinh nghign efln vi gia thuyet de xuit Md hinh nghign cfl-u dg xuit;
Nghign cflu cfla Brakus vi cpng sy (2009) da dugc kigm chflng rdng rai bdi nhigu nghign cflu d cic ITnh vyc khac nhau vg sin xuit vat chat/dich vu, trong dd bao gdm ci dich vu bin le nham dinh gii inh hudng cua trii nghiem thucmg hieu tdng the dgn Idng trung thanh thuong hieu. Da sd cic nghign cflu xem xet inh hudng cfla trii nghiem thuang hieu dgn Idng trung thanh thucmg hieu thdng qua cic nhin td trung gian; Sy hii long thuong hieu, nigm tin thuang hieu, tinh cich thuang hieu (Iglesias, 2011; Kim, 2012; Sahin & cgng sy, 2011) mgt sd it nghign ciiu quan tim vg sy anh hudng cfla trii nghigm thuang hieu den cic thinh phan khic cfla quan he thucmg hieu (sy gan kgt thuong hieu, cam kgt ddi vdi thuang hieu) nhu Ramaseshan va Stein (2014). Nghign cflu cua Ramaseshan vi Stein (2014) phan tich inh hudng cfla trii nghiem thuang hieu tdng the dgn cic thanh phan eua quan he thuong hieu. phfl hgp vdi muc tieu nghign cuu cfla tic gii. Mac dfl md hinh nghign cflu nay khdng de cap dgn khai niem y thuc edng ddng thuong hieu nhung se dugc nhdm tic gii dua vio md hinh nghign cfl-u dg xuit, diy cflng la mpt trong nhung dilm mdi cfla nghien efln (Hinh 1).
Pham Thj Lan Huong & Ngo Thi H6ng. Tap chi Phat tri6n Kinh 16, 27(12), 82-100
Tinh each thuong hieu
Y thuc cong dong thucTig hieu
Trai nghiem thuang hieu
Sir hai long thuang hieu
Niem Un thuang hieu
Long trung thanh
Cam ket doi vdi thuang hieu
Hinh 1. Md hinh nghien efln dg xuit - Dg xuat cac gii thuygt nghien eun;
-I- Moi quan he giua trii nghiem thuong hieu, tinh cich thuong hieu, sy hai Idng thuang hieu vi nigm tin thuong hieu;
Trii nghigm thuong hieu dan dgn nigm tin thucmg hieu vi ldng trung thanh thuong hieu bing cich tao ra cic kgt ndi vdi cim xflc, bdi cinh, mdi trudng tigp xflc gitta khich hing vdi sin pham/thuo-ng hieu (Sahin & edng sy, 2011). Trong mgt nghien cuu khic cua Chaudhuni vi Holbook (2001) cung cbi ra mdi quan he tich cyc gifl-a trii nghiem thuong hieu vdi nigm tin thuong hieu. Bgn canh dd, trii nghiem thuang bieu cung cd mdi quan he vdi tinh cich thuang hieu, mdi quan he tich cyc giua trii nghiem thucmg hieu va tinh cich thuong hieu duge chi ra trong cie nghign cuu efla Brakus vi cdng sy (2009), Choi va cpng sy (2011). Nigm tin thuang hieu inh hudng ti'ch eye din sy hai long thuang hieu dugc chi ra trong cac nghign cuu efla Chaudhuni va Holbook (2001), Choi vi cdng sy (2011). Kgt qui nghien efln efla cic tie gii Chaudhuni va Holbook (2001), Brakus vi cdng sy (2009), Choi vi cdng sy (2011), Ishida va Taylor (2012) cung chi ra tinh cich thuong hieu cd inh budng true tilp dgn sy hii ldng thucmg hieu. Tren CO sd dd, cic gia thuyet sau dugc dl xuat;
HI: Trdi nghiim thuo'ng hiiu co dnh hu&ng tich cue din niim tin thuang hiiu.
H2: Trdi nghiim thuang hiiu co dnh hu&ng tich cue din tinh cdch thuang hiiu.
Hs: Trdi nghiim thuang hiiu co dnh hu&ng tich cue din su hdi long thuang hiiu.
H4: Niim tin thuang hiiu co dnh hu&ng tich cue din su hdi long thuang hhfz'.
Pham Thj Lan Huong & Ngo Thj Hdng. Tap chi Phai triSn Kinh 16, 27(12). 82-100 87
Hs: Tinh cdch thuang hiiu co dnh hu&ng tich cue din su hdi long thuang hiiu.
-I- Mdi quan he giua sy hii long thucmg hieu, cam kgt ddi vdi thuang hieu, y thuc cpng ddng thucmg hieu vdi Idng trung thanh thucmg hieu:
Mdi quan he giua sy hai ldng thucmg hieu vdi long trung thinh thuang hieu da dugc nghign efln rdng rai trong eae nghien eun ve marketing trgn thg gidi. Nghign efln cfla Horppu va cdng sy (2008), Sahin va cdng sy (2011), Brakus vi edng sy (2009), Choi va cpng sy (2011) chi ra sy inh hudng tich cyc tu sy hai Idng thuang hieu den long trung thanh thuang hieu. Sy cam ket ddi vdi mgt thuang hieu li muc do cam ket cfla khich hang vdi mdt thucmg hieu nao dd, dim bio rang hp se tigp tyc su dung hay mua sin phim cfla thucmg hieu nay trong tuang lai. Fullerton (2005) thye hien danh gii mdi quan he giua sy hii ldng thuang hieu vdi sy cam kgt ddi vdi thucmg hieu, y thuc cdng ddng thucmg hieu va ldng trung thanh thuong hieu trong dich -vy bin le. Kgt qui nghign efln nay cho thay cd sy anh hudng tich cyc giua sy hii ldng thuang hieu vdi cam kgt ddi vdi thuang hieu. Nghign efln cfla cac tic gia Fullerton (2005), Kim va edng sy (2011) cflng cho thiy cd sy anh hudng trye tigp gifla thinh phan cam kgt ddi vdi thucmg hieu dgn long trung thanh thuang hieu. Ramaseshan va Stein (2014) dinh gii quan he giua cie thanh phan quan he thuang hieu, kgt qui cho thiy cd sy inh hudng tich cyc giua cam kgt ddi vdi thuang hieu va y thfle edng ddng thuang hieu dgn ldng trung thinh thuang hieu. Tren ca sd ni}-, tic gii dg xuit cic gii thuygt sau;
He: Su hdi long thieang hiiu co dnh hie&ng tich cue din long trung thdnh thuang hiiu.
H?: Su hdi long thucmg hiiu co dnh hu&ng tich cue din su cam kit doi v&i thuang hiiu.
Hs: Su hdi long thucmg hiiu co dnh hu&ng tich cue din y thitc cgng dong thuang hiiu H9: Cam ket doi v&i thuang hiiu co dnh hu&ng tich cue din long trung thdnh thucmg hiiu
Hio: Y thiec cgng dong thucmg hiiu cd dnh hu&ng tich cue din long trung thdnh thucmg hiiu.
Mdi quan he gifla trai nghiem thuang hieu \'i Idng trung thanh thucmg hieu dugc chi ra trong cic nghign curu cfla Brakus va cdng sy (2009), Horppu vi cdng sy (2008), Sahin va cdng su (2011), Choi va cdng sy (2011). Trong bdi cinh nghign cflu tai VN vdi ITnh vyc ban le thdi trang, nghign eun cfla Pham Thi Lan Hucmg \ a cdng sy (2016) da chi ra
Pham Thi Lan Huong & Ngo Thj H6ng. Tap chi Phat triln Kinh 16, 27( 12). 82-100
anh hudng tich cyc cfla thinh phin trai nghiem thuang hieu den Idng trung thanh thuong hieu. Do vay, gia thuylt Hu dugc dg xuat nhu sau;
Hn: Trdi nghiim thucmg hiiu cd dnh hu&ng tich cue din long trung thdnh thuang hiiu.
3. Phu-oTig phap nghien cihi
Nghign eun sfl dyng phuong phip nghign efln dinh lugng. Ciu true bin ciu hdi dugc xiy dyng dya trgn cac thang do cfla nhieu tic gii, trong dd; Thinh phin trai nghiem thuong hieu dya trgn Brakus vi cdng sy (2009); nigm tin thuang hieu, Idng trung thanh dya trgn thang do cua Chanduburi vi Holbrook (2001), Choi v i cpng sy (2011); tinh cich thuang hieu dya trgn thang do cfla Aaker (1997); sy hai Idng thuong hieu dya trgn thang do eua Lee va cdng sy (2007), Oliver (1981); cam ket ddi vdi thuang hieu dya trgn thang do cfla Fullerton (2005); y thfl-c cgng ddng dya trgn thang do cfla Algesheimer va cpng sy (2005). Nghign efln tign hanh khio sat trgn 260 ddi tugng tigu dflng trong dp mdi 18-55 tai thanh phd Da Nang vdi phuang phip chgn mau thuin tien. Thyc hien thu thap du lieu bang phuong phip phdng vin ci nhin tryc tiep, ddi tugng khio sit la khach hang mua sam tai 3 sigu thi; Co.op Mart, Lotte Mart va Big C. Du lieu thu thip dugc xu li va phan tieh trgn phin mem SPSS va Amos.
4. Ket qua nghien cihi va thao luan 4.1. Kit qud md td mdu
Qua qua trinh thu thap du lieu cd 253 bin ciu hdi dip flng yeu eiu ehit lugng du lieu. Ve do tudi, da sd cac dap vien tri ldi nim trong do tuoi tu 18-29 (46,7%). Nhdm tudi 30-39 chiem 29,3% vi nhdm tuoi 40-55 chilm khoang 24% miu nghign cuu. Trong sd 253 mau nghign cuu, kgt qui phan ti'ch cho thiy muc thu nhip cfla cie doi tugng khao sat d mue dudi 3 trieu ddng chilm 34,4%, tu 3 din dudi 5 trieu chilm 38,4%, tu 5 din dudi 10 trieu chiem 22,5% va tren 10 trieu chilm 4,7%. Ve ca ciu gidi tinb nu chilm 67,2% va nam chigm 32,8% trong tdng sd 253 ddi tugng khio sat, ty le chgnh leeh gidi tinh nay cung phan inh dung thyc tl nu gidi cd tin suit mua sim tai sieu thi cao ban nam gidi.
4.2. Kiim dinh do tin cdy ciia thang do vd md hinh
Pham Thi Lan Huong & Ngo Thj H6ng Tap chi Phat triin Kinh te, 27(12). 82-100
Xem xet mfl-c do tuang quan chat che cfla tung bign vdi tat ci cac bign trong thang do; Dya theo tieu ehuan he sd tuang quan bign-tdng >0,3, be sd Cronbach's alpha (CA)
> 0,6 thi thang do cd do tin ciy (Hair & cgng sy, 2010). Sau khi tien hanh phin tich cd 7 chi bio dugc rut ra khdi thang do cfla eac thinh phin do ludng tuang ung cd dp tin ciy CA cao ban. Cac thinh phin do ludng cd Cronbach's alpha Idn ban 0,6 va chi sd tucmg quan bign-tdng dgu ldn ban 0,3, thda man digu kien dp tin cay thang do. Tigp tuc thyc hien Phin tich CFA (chay Boostrap tren mau 200) cho tung khii niem BE, BP, BT, BS, BCO, BCU, BL, 1 chi bio cfla nhin td BE bi loai vi trpng sd ehuin hda (Estimate)
=0,431 <0,5. Kgt qua pbin tich chfl-ng thyc CFA dya trgn cac tigu chi do tin ciy tdng hgp CR (Composite Reability), tinh hieu lyc hdi tu (Average Variance Extracted). Cac thang do dat dugc dp tin cay nhit quin ndi tai ngu thdng sd vg dp tin ciy tdng hgp CR cua chflng dat mflc >0,7, thang do dat dugc gii tri hdi tu neu thdng sd ve phuang sai trich trung binh (AVE) cua chflng dat mfl-c >0,5, dat dugc hieu lyc phan ki giua cac nhan td, tinh hieu lyc phan ki dim bio khi AVE> binh phucmg tuong quan giua eae nhan td. Md hinh phfl hgp vdi dfl- lieu thyc te khi cac chi sd Model fit dat GFI >= 0,9; AGFI >=0,9;
RMSEA<=0,08 la md hinh tot, tuy nhign cac gii tri GFI, AGFI >=0,8, RMSEA <0,1 la muc chap nhan dugc. Kgt qui phin tich cu thg d Bing 1, 2 va 3;
Bang 1
Kit qua phin tich CFA, CR vi AVE
CR AVE Chi hao Estimates P Model fit (do tin cay (Hieu lire
tong hop) hoi til) Cronbach's alpha cua BE:
Cronbach's alpha: 0.792 Khai niem
(Concept)
Nhan to (Factor)
sieu thi X thu hiit cac giac quan cua toi
Toi cam thay sieu thj X that thii vj
Toi cam thSy Sieu thi X
that an tugng 0,680 0.000
Cronbach's alpha: 0,798 AE
Chi-square=88,713;
tif^38; P=0,000;
Chi-square/df=2,335 GFI=0,942 ; AGFI=0,898;
RMSEA=0,073
0,871 0,566
Sieu thi X la mot thuong hieu cam xiic
0.877 0,000
90 Pham Thi Lan Huang & Ngo Thj H6ng. Tap chf Phat tridn Kinh te, 27(12), 82-100
Khai mem (Concept)
Nhan to (Factor)
Chi bao
CR AVE Estimates P iVlodel fit (dp tm cay (Hieu lire
tdng hgp) hoi tu) Toi CO cam tinh voi Sieu
thiX
Sieu thj X dem iai cho toi cam xuc va tinh cam
0,787 0,000
Cronbach's alpha 0,74
TE
Sieu thi X gay hung thu cho toi
Sieu thi X kich thich tri to mo va giup toi giai quyet viin de cua minh Sieu thi X Icich hoat toi suy nghTve nhung gi minh muon
0,763
0,785 0,000
0,000
0,000
Cronbacli's alpha: 0,792
BHE
Dl mua sam tai sieu thi X khien toi van dong ca the
Toi van dong nhieu khi di
mua sam tai sieu thj X. 0,971 0,000
0,829 0,500
0.884
BP
Cronbach's alpha: 0.749 Sieu thi X lanh manh Si6u thi X VUI ve SIN
Si6u thj X thai tha Sieu thi X thuc t6
0.786 0,701 0,68 0,748
0,000 0.000 0,000
0,000 Chi-square= 164.877;
Cronbach's alpha: 0,614
EXCIT
Sieu thi X giau tri tuong tuong
Sieu thi X nhiet tinh Sieu thi X tao bao
dl^55; P=0,000;
Chi-sqiiare/df^2,99S 0,729 0,000 GFI=0.907 ;
AGFI=0,846, 0,735 0,000 RMSEA=0.089 0,701 0,000
Cronbach's alpha 0,702
COM Sieu thi X thanh dat 0.750 0,000 Sieu thi X thong minh 0,728 0,000
0,806 0,521
0,546
Pham Thj Lan Huong & Ngo Thj H6ng. Tap chi Phat trien Kinh 16, 27(12), 82-100 9 1
Khai niem Nhan to
(Concept! (Factor) Chi bao Model fit
CR AVE (do tin cay (Hieu lire
tong hop) hoi tu) Cronbach's alpha: 0,738
Sieu thi X dang cap SOPHI
Sieu thi X loi cuon Cronbach's alpha: 0,757
RUG Sieu thj X manh me Sieu thi X huong ngoai
0.768 0,762
0,796 0.765
0.000 0.000
0,000 0,000
0,847 1.585
BT
Cronbach's alpha: 0.849
Sieu thj X tao niem tin cho khach hang
Sieu thj X CO uytin Si6u thj X dap ung diroc mong dgi ciia toi Si6u thj X i a an toan Xiem tin
thuang hieu Toi tin tuong vao Si6u thj X
0,792 0.813 0.587 0.664 0,718
0.000 0,000 0,000 0,000 0,000
Chi-square=68.956;
d f ^ : P=0,000:
Chi-square/df=7.66;
GFI=0,92:
AGFI=0,8I3;
RMSEA=0,098
0.912 0.509
Chat luong san pham cua Si6u thi X la on djnh
BS
Cronbach's alpha: 0,791
Toi cam thay hai long voi san pham dugc ban boi si6uthj X
San pham tai sieu thi X thoa man nhu can ciia toi Suhai long ^ ; , ,. ,
TOI hai lone voi tat ca dich thuong hieu
vu ciia si6u ihi X
0,735
0,758
0.698 0.000
0,000
Chi-square=L302:
df^2: P=,050:
Chi-square/dlM),651 GFI=0,997:
AGFI=0,987.
RMSEA=0,000 0.525
Noi chung, toi cam thay
hai long ve sieu thj X 0.706 0,000
BCO
Cronbach's alpha: 0,743
Toi CO su gan bo vgi si6u thjX
Cam ket 461 Sieu thj X giiip khach hang voi thuang the hien dugc hinh anh ca
hieu nhan
0.566
Chi-square=5,789:
df^2; P=O.048;
Chi-square/df^2,895 GFI=0.988;
AGFI=0,94I;
RMSEA=0.087
0.873 0,510
Pham Thj Lan Huang & Ngo Thj H6ng. Tap chi Phat trien Kinh te. 27(12). 82-100
Khai mem Nhan t6
(Concept) (Factor) Chi bao Estimates Model fit
CR (dp tin cay
t6ng hop) AVE (Hieu luc
hoi tu) Mua sam tai sieu thi X the
hien duac hinh anh cua toi.
Cuoc song hang ngay cua toi se bj anh huang neu khong mua sam tai sieu thi X
0.694
BCU
Cronbach's alpha: 0.831
Toi nhan thay co su dong cam vcn nhirng nguai ciing mua sam tai sieu thi X Toi nghT ban than toi va wc cong f^iiQyig nguai ciing mua ' ^ ° " S * ™ ' S s a m t a i s ' i e u l h i X c 6 m u c
"'^^' dich giong nhau Neu lap ke hoach ve mpt so hoat dpng. toi nghT nguai thuc hien la "chung toi" chir khong phai "sieu thi X''
Toi cam thay ban than co moi lien he co y nghTa vdi nhung ngucri ciing mua sam tai sieu thj X.
0,832 Chi~square-3,492;
df^2; P=0,017;
Chi-square/di^l,746 GFI=0,993 ; AGFT-0,967;
RMSEA-0.054 0,895
0.638
Cronbach's alpha: 0,86
Sieu thi X se la dia diem dau tien toi chon den de mua sam
Toi se tiep tuc trung thanh vai sieu thi X TOI muon giai thieu dja Long trung '^'^'" ^^^ ^^''" ^'^" ^^^- -^
thanh thuong'^^" ^9" ^^ va ngudi than.
'^^ Tdi se mua sim tai sieu thi X vao lan tai.
0.766
0,710
0,820 0,000
0,000
Chi-square=24,255, df^5; P=0,0,000:
Chi-square/df=4,851 GFI=0,964 ; AGFI=0,892;
RMSEA=0,092 0.916
Toi se duy tri viec mua sam tai sieu thi X mdi khi cd nhu cau
Pham Thi Lan Huong & Ngo Thi H6ng. Tap chi Phat tri6n Kinh 16. 27(l2j. 82-100 93
Kit qui phin tich thdng kg d Bang I cho thiy cac thinh phin BE, BT, BP, BS. BCO, BCU va BL dlu cd trgng sd chuin hda (Estimate) Idn hon 0,5; cic chi sd CR>0,7;
AVE>0,5. Nhu viy, cd thg khing dinh thang do cd do tin ciy tdt, chi sd Model fit cua cac thanh phan BE, BP, BS, BCU, BCO. BT vi BL thda min dieu kien GFI>0,9;
AGFI>0,9; RMSEA<0,1; P < 0,05; do dd cd the ket luin dii lieu phu hop thuc tl. Nhu viy, cd the kgt luan thang do cd gii tri, dim bao dp tin ciy vi dir lieu phu hgp vdi thi trudng.
Md hinh nghign cuu cd 2 thanh phin da tigu thuc li BP vi BE, do viy cin phii dinh gia hieu luc phan ki giiia cic nhin td, tinh hieu lire phin ki dim bao kbi AVE> binh phucng tuo'ng quan giiia cac nhin td. Kgt qua phin tich thg hien d Bing 2 va 3.
Bang 2
Kgt qui hieu luc phin ki thanh phan BE
Binh phucmg tucmg quan (Correlation^)
AVE SE AE TE BHE SE
AE TE BHE
0,566 0,579 0,829 0.884
0,553 0,511 0.130
0,565
0.142 0,157
Xem xet cac cap quan he trgn Bang 2, cho thiy tit c i cic nhin td dgu dam bao tinh hieu luc phin ki;
- SE va AE; Chi sd hieu luc hgi tu AVE cua SE va AE dgu ldn hon binh phuang tirong quan giiia 2 nhin to niy (0,566>0,553; 0,579>0.553).
- SE vi TE; Chi so hieu lire hgi tu AVE cua SE va TE deu Idn ban binh phuong tuong quan giira 2 nhan to nay (0,566>0,511; 0,829>0,511).
- SE va BHE; Chi sd hieu luc hdi tu AVE cua SE va BHE dgu Idn hon binh phuong tuong quan giiia 2 nhin to niy (0,566>0,130; 0,884>0,130).
- AE va TE; Chi sd hieu lyc hdi tu AVE cua AE va TE dgu ldn hon binh phuong tuong quan giiia 2 nhan to nay (0,579>0,565; 0,829>0.565).
Pham Thj Lan Hirong & Ngo Thj H6ng. Tap chi Phat tri6n Kinh t6, 27(12). 82-100
- AE va BHE; Chi sd hieu lyc hdi tu AVE ciia AE va BHE deu ldn hon binh phuong tuong quan giaa 2 nhin td niy (0,579>0,142; 0,884>0,I42).
TE va BHE; Chi so hieu lyc hdi ty AVE ciia TE va BHE dlu Idn hon binh phuong tuong quan giiia 2 nhan to nay (0,829>0,157; 0,884>0,157).
Bang 3
Ket qui phin tich hieu lyc phin ki thinh phan BP
Binh phuong tucng quan (Correlation^)
AVE STN EXCIT COM SOPHI RUG
SIN EXCIT COM SOPHI RUG
0,832 0,716 0,806 0,832 0,847
0,303 0,451 0,164 0,194
0,605 0,707 0,637
0,679
0,601 0,667
Xem xet cic cap quan he d Bing 3, cho thiy tit c i cic nhin td ddu dim bao tinh hieu lyc phin ki:
- SIN vi EXCIT; Chi so hieu lyc hdi tu AVE ciia SIN va EXCIT dlu Idn ban binh phuong tuong quan giua 2 nhin to nay (0,832>0,303; 0,716>0,303).
SIN va COM: Chi sd hieu luc hdi tu AVE cua SIN va COM deu Idn hon binh phuong tuong quan giua 2 nhin to nay (0,832>0,451; 0,806>0,451).
- SIN vi SOPHI; Chi so hieu lyc hdi tu AVE cua SIN va SOPHI dlu ldn hon binh phuong tuong quan giua 2 nhin td nay (0,832>0,164; 0,832>0,164).
- SIN vi RUG: Chi so hieu lyc hdi tu AVE ciia SIN va RUG dlu ldn hem binh phuong tuong quan giua 2 nhin td niy (0,832>0,194; 0,847>0,194).
- EXCIT vi COM; Chi sd hieu lyc hdi ty AVE ciia EXCIT va COM dlu Idn hon binh phuong tuong quan giua 2 nhan td nay (0,716>0,605; 0,806>0,605).
Nhu vay, kit luin thang do BE va BP khdng xiy ra hien tugng tii cheo (Cross Loading) d hai thanh phin da tieu thiic BE vi BP, thda man tinh phan ki d hai thinh phan nay.
4.3. Kiim dinh gid thuyit
Pham Thj Lan Huong & Ngo Thj H6ng. Tap chi Phat tri6n Kinh te, 27(12), 82-100 95
Kit qui phan tich cic chi sd Model fit cho thay; Chi-square=2755,122; df^l023;
P=0,000; Chi-square/di^2,693; GFI=0,911>0,9; GFI=0,876>0,8; RMSEA=0,082<0,1.
Qua ket qui tren cd thi kit luan md hinh phu hgp vdi dii lieu thyc te. Cic khii niem da hudng trii nghiem thuong hieu, tinh cich thucmg hieu dgu cd trgng sd Idn hem 0,5 va P
<0,01 dil digu kien do ludng cho bien sd trai nghiem thucmg hieu va tinh each thucmg hieu trong md hinh.
SE 0.85 \
AE
, '0.87 Trai nghiem thircmg hieu
Tinh each thuomi; hieu
Sir hai long thuomg hieu
Y Ihiic cpng dong thucmg hieu
Long trung
> { thanh thuang hieu
TE
^[ol
BHE \ a 4 6
0.60
^ / Niem tin \
^ thuang hieu J 0.25
0 . 3 8 \
f Cam ket V I thuong hieu J
/ N S
Hinh 2. Kgt qua kiem dinh md hinh nghign cuu
Ding chu y la thinh phin trii nghiem thucmg hieu deu cd mdi quan he tich cyc dgn cac thinh phan tinh each thucmg hieu, sy hii ldng thucmg hieu va nigm tin thuong hieu.
Trong dd inh hudng manh nhit dgn tinh each thuong hieu (PBE->BP = 0,71), tigp theo la nigm tin thuong hieu (PBE->BT = 0,46), sy hai Idng thuang hieu (PBE->BS = 0,2).
Xem xet mdi quan he giiia nigm tin thuong hieu vi tinh cich thuong hieu den sy hai Idng thuong hieu, kgt qui cho thiy hai thinh phin nay dgu cd inh hudng manh me v i tich cyc den sy hii ldng thucmg hieu (PBP->BS = 0,18 ), niem tin thuong hieu (PBT^BS = 0,6) cd sy inh hudng den sy hii ldng manh hon tinh each thucmg hieu. Sy hai long thuomg hieu cd inh hudng manh den cam kgt ddi vdi thuang hieu (PBS ^BCO = 0,68), long trung thanh thuang hieu (PBS^BL = 0,64) v i cao hon nhigu so vdi y thuc cdng ddng thuang hieu (PBS->BCU = 0,38). Xem xet mdi quan he giiia hai thinh phan cam kgt ddi
96 Pham Thi Lan Huong & Ngo Thj H6ng. Tap chi Phat trien K.inh te, 27(12), 82-100
vdi thuang hieu (BCO), y thuc cdng ddng thuang hieu (BCU) vdi Idng trung tharih thuong hieu thi kit qua nghign cuu cho t h i y g i i tri P > 0,05 ngn chua cd c a sd chap nhan gia thuylt H9, HIO.
Khi xet inh hudng cua trai nghiem thuong hieu d i n ldng trung thanh thuong hieu khdng thdng qua cac thanh phan trung gian, kit q u i cho t h i y cd sy i n h hudng tich cyc giiia trii nghiem thuang hieu din long trung thanh thuang bieu, k i t q u i nay phii hgp vai kgt qua ciia c i c nghign cini trudc dd.
Bang 4
Kgt q u i kiem dinh gia thuygt nghien cii'u Gia thuyet
HI: Trai nghiem thuong hieu -> Niem tir thuang hieu.
H2:Trai nghiem thuong hieu -> Tinh each thuong hieu.
H3:Trai nghiem thuong hieu -> Su hai long thuang hieu.
H4: Niem tin thuang hieu -^ Sy hai long thucmg hieu.
H5: Tinh each thuong hieu -> Su hai long thuong hieu.
Ht: Su hai long thuong hieu ^ Long trung thanh thuong hieu.
Ket qua Chap nhE:i Chap nhan Chap nhan Chap nhan Chap nhan Chap nhan H7: Sy hai long thuong hieu -> Sy cam ket doi vai thuang hieu. Chap nhan Hg: Sy hai long thuong hieu -> Y thiic cong dong thuong hieu Chap nhan H?: Cam ket doi vol thuong hieu -> Long trung thanh thuo'ng hieu. Bac bo Hio: Y thilc cong dong thuang hieu -> Long trung thanh thuo'ng hieu. Bac bo Hn: Trai nghiem thuong hieu -> Long trung thanh thuang hieu. Chip nhan
4.4. Thdo lugn kit qud nghien cieu
N h u vay, nghien ciiu da chi ra mdi quan he tich cyc ciia trii nghiem t h u a n g hieu d i n Idng trung thanh thuong hieu, trai nghiem thuong hieu vdi cac thanh p h i n trung gian nhu; N i l m tin thuong hieu, tinh cich thuong hieu, sy hai ldng thuong hieu. Sy h i i Idng cd anb hudng tich cyc dgn cac thanh phin ciia quan he t h u a n g hieu. K i t q u i nghign cuu n i y phil hgp vdi c i c nghien cu'u trudc d c i c nudc trgn t h i gidi, trong dd k l d i n nghien CU'U ciia c i c t i c gii Brakus va cdng sy (2009), Sahin va cdng sy (2011), Choi v i c d n s sy (2011), Pham Thi Lan Huong va cdng sy (2016), Hyejong Kim (2010), Nysveen v i cong sy (2013), Ishida v i Taylor (2012), Ramaseshan v i Stein (2014). D i l u nay cd t h i ndi lgn do tin cay ciia thang do mdt lan nQa dugc kigm chung tai VN.
Pham Thj Lan Huong & Ngo Thj H6ng. Tap chi Phat tri6n Kinh 16, 27( 12), 82-100 97
Kit qua nghign ciiu nay chua cd ca sd dg chap nhin cac gii thuygt H9, Hio, vi viy chua cd kgt luin vg mdi quan he giiia y thirc cdng ddng thuong hieu va cam kgt ddi vdi thuong hieu den Idng trung thinh. Thyc tign cic nghign ciiu ve mdi quan he gi&a cac thanh phin niy chua dugc thyc hien nhigu, cac thinh phin cua quan he thuong hieu dugc hinh thinh bdi quan digm cua Keller, nhung thang do cua Keller chua dugc kiem chimg. Hon nira, trong bdi canh nghien ciru tai VN, ddi tugng ngudi tigu dimg VN cd thg hii long vdi sigu thi ban le X, hp se trung thinh thdng qua viec mua lap lai, tuy nhign, xem xet mdi quan he rieng le giiia cam kgt ddi vdi thuong hieu vi y thuc cgng ddng thuo'ng hieu den Idng trung thanh cho thiy khdng cd co sd dg chip nhin mdi quan he, cd the giai thich viec gan bd vdi sigu thi hay tham gia vio cdng ddng. hay cd y thuc cpng ddng chua dii manh dg hp trung thanh vdi sigu thi, do cd thi ngudi tieu diing cd tim ly dim ddng, thich thay ddi. Mat khic. xu hudng mua sam tai cac sigu thi hien dai ciia ngudi VN xuit phit tir nhu ciu mua sam giii tri, thich thay doi khdng gian mua sim de trai nghiem cam xiic mua hang. Do vay, trong tuong lai, moi quan he giiia cam kit gin bo vdi thuong hieu va y thirc cdng ddng thuong hieu cd the xem xet trong mdt nghign ciru khac de kigm dinh.
5. Ket luan va de xuat
5.1. Di xudt
Kgt qua nghign ciru cho thiy ngudi lam marketing trong ITnh vyc kinh doanh ndi chung vi bin le cin quan tim dgn nhiing trii nghiem thuong hieu ciia khach hing.
Tao trii nghiem cim giic; Ddi vdi cira hang, sigu thi ban le can thu hut thi giic ciia khach hang thdng qua cic ygu td miu sic bat mat. tao cim giic dg chiu khi mua sim.
cich bay tri sin pham khoa bpc, dg tim kigm va dep mat cung tao ra trii nghiem cam giac tdt cho khach hang khi mua sim.
Tao trii nghiem tinh cim, suy nghT va quan he; Cira hang bin le cin tip trung dio tao nhin vien ban hang, tu vin khich hang, giao tigp khich hing tdt, tao thien cim. cim tinh vdi khich hing khi tigp xiic. Giu lign lac vdi khach hang, tigp nhin phan hdi cua khach hang mdt cich chu dao, qua dd tao sy gin kgt giiia thuang hieu vdi khach hing tdt hon.
- Ket ndi cam xuc giiia ctra hang bin le vdi khich hing dg tao dgng lyc chinh thuc diy ngudi tieu dung quyet dinh chgn sigu thi li nai mua sam thudng xuyen.
98 Pham Thj Lan Huong & Ngo Thj H6ng. Tap chi Phat trien Kinh 16, 27( 12), 82-100
Tao dyng trii nghiem tich cue cho khich hing la ylu td quyet dinh sy hai long va Idng trung thanh cua khich hang. Do viy, bgn canh viec mang lai nhung trii nghiem vi cho khich hang trong nhQng lan mua sim, cac he thong sieu thi bin le cin tap trung lim mdi trii nghiem cho khach hang thdng qua viec thay ddi each bai tri cira hang, t le kl khdng gian mua sim, thay ddi mau sic vi biu khdng khi tai ciia hing.
5.2. Kit lugn
Nghien ciiu nay ddng gdp y nghTa vl mat khoa hpc thi hien qua viec tdng hgp li luan vi thang do trai nghiem thuong hieu, nghign ciiu da xay dyng dugc md hinh do luong inh hudng cua trai nghiem thuang hieu din quan he thuong hieu trong ITnh vyc ban le, dong thdi kilm chiing dugc dp tin cay cua thang do, dp phii hgp ciia md hinh. Ket qua nghign ciiu cho thiy sy inh hudng ciia trai nghiem thuang hieu den long trung thanh thucmg hieu cd va khdng thdng qua cic nhin td trung gian, ttr dd, nghien cuu cd y nghia thyc tiin trong viec ling dung xay dyng chiln luge marketing trii nghiem cho cac sieu thi ban le tai VN.
Mac dau dugc xem nhu la nghien cuu mdi vl ITnh vyc trii nghiem thuong hieu trong ITnh vyc kinh doanh bin le tai thi trudng VN, nghign ciiu da dat dugc mdt sd muc tigu nhat dinh song bgn canh do vin cdn nhigu ban che nhit djnh.
Tbu nhit, nghign ciin chi thyc hien khio sat tai thanh phd Da Ning nen pham vi nghign ciru chua rdng, qui md mau chua ldn nen tuang lai cin thuc hien kigm dinh md hinh nghign ciru trgn pham vi rdng ban.
Thir hai, nghign eiru chi mdi tigp can theo hud'ng van dung thang do da dugc kiem dinh d cac nudc sau do chuygn tai va ip dung cho thyc tign tai VN va tien hanh kigm dinh. Diy cung la mpt ddng gdp vg mat khoa hpc cua nghien ciru, song trong tucmg lai nen digu chinh thang do theo hudng tigp can xay dung hoac bd sung chi bao phu hgp vdi thyc tign VN trong cic ITnh vuc dich vu bin lg ciing nhu dich vu khacB
Tai lieu tham khao
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347- 356.
Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community' Evidence from European car clubs. Journal of Marketing, 69(3), 19-34.
Pham Thi Lan H u o n g * Ngo Thj H6ng. Tap chi Phat triln Kinh 16, 27(12). 82-100 99
Brakus, J. J., Smitch, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52-68.
Chaudhuri, A. (1999). Does brand loyalty mediate brand equity outcomes? The Journal of Marketing Theory and Practice, 7(2), 136-146.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
Choi, Y. G., OK, C , & Hyun, S. S. (2011). Evaluating relationships among brand experience, brand personality, brand prestige, brand relationship quality, and brand loyalty: An empirical study of Coffeehouse brands. Retrieved from: http;//webcache.googleusercontent.com/ search?q=cache:
a5s6Mm9S8b'wJ:scholarworks.umass.edu/gradconf_hospitality/2011/Presentation/22/+&cd=l&
hl=vi&ct=clnk&gl=vn
Day, G.S (1969). A two-dimensional concept to brand loyalty. Journal of Advertising Research, 9(3), 29-35.
Fullerton, G. (2005). The impact of brand commitment on loyalty to retail service brands, anadian.
Journal of Administrative Sciences / Revue Canadienne des Sciences de 1 Administration, 22(2), 97-110.
Hair JR., J. F., Black, W. C, Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis. NJ:
Prentice Hall
Horppu, M., Kuivalainen, O., Tarkiainen, A., & Ellonen, H.-K. (2008). Online satisfaction, trust and loyalty, and the impact offline parent brand. Journal of Product & Brand Management, 17(6), 403-413.
Huang, M.-H., & Yu, S. (1999). Are consumers inherently or situationally brand loyal? - A set intercorrelation account for conscious brand loyalty and nonconscious inetia. Psychology and Marketing, 16(6), 523-544.
Iglesias, 0., Singh, J. J, Batista-Foguet, J. M. (2011). The role of brand experience and affective commitment in determining brand loyalty. Journal of Brand management, I8(S), 570-582.
Ishida, C, & Taylor, S. A. (2012). An alternative measure of relative brand attitudes. Journal of Product & Brand Management, 21(5), 317-327.
Keller, K. L. (2012). Strategic brand management. 4th Ed. Pearson Education, Inc., Upper Saddle River, New Jersey.
Kim, M. J, Chung, N., & Lee, C.-K. (2011). The effect of perceived trust on electronic commerce:
Shopping online for tourism products and services in South Korea. Tourism Management, 32(2), 256-265
Kim, H. (2012). The dimensionality of fashion-brand experience: Aligning consumer-based brand equity approach. Journal of Fashion Marketing and Management. 16(4), 418-441.