p chi Khoa hgc Trudng Dgi hgc Cdn Tho Phdn D: Khoa hgc Chinh trj. Kinh li vd Phdp lugl: 35 (2014). 87-96
Tap chl Khoa hoc Tru'dng Oai hoc Can Thd website: sj.ctu.edu.vn
DANH GIA CHAT LlTONG TRAI NGHIEM KHACH HANG TAI CAC SIEU THI TREN DJA BAN THANH PHO CAN THO
Luu Tiin Thuan' va Trin Thu Van'
^Khoa Kinh ti & Qudn tri Kinh doanh. TrudngDai hgc Cdn Tha Thdng tin chung:
Ngaynhdn: 31/07/2014 Ngay chdp nhdn: 31/12/2014 Title:
Assess quality of customers experience at the supermarkets in Can Tho City
Td khda:
Chdt lugng trdi nghiim khdch hdng, truyin miing, sg- hdi long, sieu thi Keywords:
Quality of customer experience, words of mouth, satisfaction, supermarket
ABSTRACT
This study focuses on developing and validating multi- dimensions scale quality of customer experience at the si^ermarkets located in Can Tho city. Using quota sampling by gender technique. 173 correspondents were directly interviewed by questionnaire. Cronbach's Alpha. Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) and Structural Equation Modelmg (SEM) methods were used in this study. The results showed that the scale oj quality of customer experience includes six dimensions: service providers, physical retail environment, other customers, companions, value added and product characteristics. The results also illustrated that there is a direct influence from the quality of customer experience to customer satisfaction, loyalty and words of mouth. These results emphasized that the quality oj customer experience is one of the important factors that enterprises need to care and have solutions lo improve the quality of customer experience through its components. This study had contributed and enhanced the contents of quality oj customer experience a new concept and few enterprises pay attention on it.
Besides that, this study also provided a new approach to measure and evaluate customer satisfaction and loyalty by the quality of customer experience.
TOM TAT
Nghiin cuu ndy tgp trung vdo viec phdt trien vd ddnh gid thang do chdt lugng trdi nghiim khdch hdng tgi cdc^ siiu thittrit^iaJimVThdnliphd Cdn Tha. Bdi viet su dung phuang phdp chgn mdu hgn muc theo tieu thuc gidi tinh vdi c&
mdu Id 173. Phuangphdp kiim dinh thang do bdng hi sd Cronbach Alpha, phdn tich nhdn td khdm phd (EFA), nhdn td khdng dinh (CFA) vd md hinh cdu triic tuyin linh (SEM) duac sir dung trong bdi nghiin cuu. Kit qud chi ra rdng thang do chdt lugng trdi nghiim khdch hdng bao gdm sdu thdnh phan: nhdn vien, moi trudng xung quanh, nhimg khdch hdng khdc. ngudi di ciing khdch hdng, gid tn gia tdng vd dgc trung sdn phdm. Ket qud nghiin edu cUng cho thdy chdt lucmg trdi nghiim khdch hdng dnh hudng true tiip din su hdi long cua khdch hdng:
qua dd tdc dgng din long trung thdnh vd su gidi thieu truyin miing cua khdch hdng. Kit qud nghiin cuu nhdn mgnh rdng chdt lugng trdi nghiim khdch hdng la mdt trong nhiing yeu td quan trgng md doanh nghiep cdn quan tdm vd cdn cd cdc gidi phdp cdi thiin Ihdng qua cdc thdnh phdn hinh thdnh nin trdi nghiim cda khdch hdng. Vi mat hgc thugt, bdi nghiin cuu dd ddng gdp vd hodn thiin Ihang do ludng chdt lucmg trdi nghiim khdch hdng - mgt khdi niim vdn cdn khd mdi mi vd chua nhdn dugc nhiiu su quan tdm a cdc doanh nghiip. Ben cgnh do, bdi nghiin cuu cung cdp mgt cdch tiip cgn mdi di ddnh gid su hdi long vd long trung thdnh cua khdch hdng thdng qua chdt lupng trdi nghiim cda khdch hdng.
Tgp chi Khoa hge Tmdng Dgi hgc Cdn Tha Phdn D: Khoa hgc Chinh trj. Kinh te vd Phdp lugf 35 (2014): 87-96
I GIOI THIEU
Theo sfi lieu cua Tfing cue Thing kl, ndm 2012, tdng miic faing hda bin le vd doanfa tfau dicfa vy tieu dimg ciia c i nude dat ttin 2.342.000 ti ddng, ting 16% so vdi nim 2011; tiiang 01/2013, tdng miic bin le fadng hda dicfa vu dgt 209.500 ti ddng, tdng 8,1% so vdi eiing ky. Hi|n ttin cd nude cd khodng 130 ttung tim thucmg mai, 700 sieu thj, faan 1.000 ciia hang tiin lgi. Nhung con so nay cho tfady mac dii tinfa hinfa kinfa ti cdn nfaiiu khd kfain nhung thi trudng bin le Viet Nam vin tdng trudng vi day tiim nang. Theo bd Dinh Thj My Loan ' ], Tdng Thu ky Hiip lifii Cac nha bin 11: "Vdi 90 ttilu ddn, ttong dd dan sfi tti, nhirng nguai thudng xuyen mua sdm ttin cic kinh ban II hiln dgi chiim khoang 50%, Viet Nam van la diim din ciia nliilu doanh nghidp trong ITnh vyc nay. Trong khi dd, kinh bdn II hien dai mdi chi chiem 20%, dy kien din nim 2020, Viet Nam si ning tJ II ndy lln 45%. Vi vdy, ca hgi kfaai thdc tfai trudng ndy cdn rat ldn". Ben cgnli dd, tiieo sd lieu eiia Cue ddu tu nude ngodi - Bfi Kl Hogch & Diu Tu [9] cho thiy, trong nim 2012, ngodi cic nha bdn 11 lan dd kinh doanfa lau ndm tai Viet Nam, mgt sd nha ban 11 mdi da bat dau vao Viet Nam dau tu nhu: Cfing ty Lotte Mart ting miic diu tu vdo Vilt Nam vdi sd vfin 50 ttilu USD; Takashlmaya -Nhat Bin, cung dd cfing bfi dy dn trung tdm mua sim Aeon Tdn Phii Celadon tgi Thinh phfi Hfi Chi Minh vdi mire diu tu 109 trieu USD; tap dodn E - Mart (Hdn Qufic) di ky kit thiit lap lien doanh ban le vdi Tap dodn U&I tai Viet Nam vdi vfin diu tu ban ddu 80 ttieu USD... Trong tiidi gian gin day, khfing chi eic doanh nghiip bin le nude ngoii mdi ddy manfa diu tu mi cic nha bin le Viet Nam cung dai^ timg rfbudc md rfing he thing chuoi kinh doanh ciia ' minh. Bd Vu Thi Hdu [9], Phd Ting Gidm doc Cdng ty Nhit Nam (he tiiong silu thi Fivimart) cho biit: ttong nim 2013, Fivimart dua vdo sur dung 5 silu thi tai cac vi tti trung tam cua Thii dd. Theo dng Qudeh Cucftig ^\ Gidm die khu vyc phia Bic ciia Saigon Co.op, ke hoach den nam. 2015 dan vi se phdt ttien chu§i sieu thi mang thuang lulu Co.opMart lln con sd 100 ttin toan qudc. Mac dii ndm 2012, ViitNam rdt khdi top 10 thj ttudng bdn le hip din nliit thi gidi, bit chip kinfa ti kfad khdn, siic mua di xudng nhung vile eac doanh nghiip ttong nude va nude ngoai tiip tuc diu tu rad rfing h | thdng bin 11 cho thiy thi tiirdng Viet Nam tiidt sy hip din. Bdo cdo nghiin ciiu ve "Du bio thi trudng bin II ciia Viet Nam din ndm 2014" ciia Td
chiic tu vin AT Kearney (MJ) cho thiy, tiii truong ban 11 Viet Nam van diy siic faiit nhd quy md thi trudng vd sd lugng ngudi tiiu diing ldn. Dy bio din ndm 2014, doanfa sfi bdn II t^ Vilt Nam cd thi tdng 23%/ndm ' ]. Nhihig dilu ttin diu phan anh vien cinh khi quan ciia thj trudng ban II ttong nude thoi gian toi, nguoi tiiu diing Vilt Nam ngiy cdng CO nfaiiu ca h§i lya chgn nai mua sam vi tii dd si ed nhihig ylu ciu cao hon dfii vdi cic lya chgn cua bdn thdn minh.
Cimg vdi xu hudng chung ciia ci nude, thi trudng ban le tai Thinh phfi Cin Tha (TPCT) eiing kfafing ngoai Ie. Ngudi din ddn quen vdi vile mua sam tai cde silu tfai ldn, mang den ca hgi kinh doanh cho cdc doanfa r^faiep hoat dpng ttong ITnh vyc nay. Kinh doanh silu thj xuit hiln mang den diln mgo mdi cho ngdnh thuang mai bdn Ie thanh phd vdi nhiing noi mua sdm ti?n nghi, thu|n lgi cho ngudi dan, lim thay dii thdi quen mua sdm truyin thong ciia mdt bd phdn ddn cu. Tai TPCT, ben canh nhung ciia hing tien lgi vd truyin tiidng, da xuit failn nhilu hi thong sieu thj ciia cdc doanh ngfailp ttong va ngodi nude vdi nhUng cai tin quen thupc nhu Co.opMart, Metto, Vinatex, Maximark, Big C... Tuy nhien, de cgnh tranh ttong thdi dai md hing hoa va djch vu giaa cdc td chiic khac nhau ttong ciing mfit ng^inh nghe da ttd nin khfing thi dl dang cho khich hang phin bilt dugc. Pine vd Gilmore (1998) dd chi ra rdng cic nfaa boat dfing kinh doanh can chuyin md hinh ciia hg tir viec kinh doanh dich vu tdp trung vdo phan phoi - nhin manh nhung ldi de nghj chit lugng cao sang vile kinh doanh ttdi nghiim bing viec tao nen nhiing ttii nghiim mua hdng dang nhd cfao khich hing.
Hay nhu theo Crosby vi Johnson (2007), cam kit vdi kliach faing vl mat cam xiic thdng qua ttii ngfailm tfauong faieu thudng dem din ca fafii tfit faan cfao sy khic bilt hda. Dfing tfadi, dya vio nhiing sfi lieu da di cdp bin tren khi cd din 85% cdc nhd lanh dao khang djnh ring sy khde biet vi gid ci, dich vu. sin phim dd khdng cdn la chiin luge kinh doanh bin viing vd 71% ttong sfi do tin ring ttdi nghiim khdefa hdng se li chiln tiirdng mdi dl tgo ra sy khdc biet. Tii nhihig diiu tten da cd thi phin ndo thiy dugc tim quan trgng ciia ttii nghiim kfadeh hing ttong nin kinh t i ngdy nay. Tuy nfailn, cfao din nay cd rdt it bdi nghiin ciiu mdt cdch kfaoa fagc vi tr^ ngfailm khdch hang d tfai tnrcmg Viet Nam noi chung vd TPCT ndi riing dugc thye hiln, nen viec nghien ciiu "Bdnh gid chat luang trdi nghiim khdch hdn^ t^i cdc sieu thi trin dja bdn TPCT" li tiiuc sy can tiiiit.
Tgp chi Khoa hoe Trudng Dgi hoe Cdn Tho 2 CO SOf LY THUYET VA MO HINH NGHIEN CUtJ
2.1 Cac khai niem co lien quan Trdi nghiim khdch hdng: Theo Schmitt (2010), trdi ngfaigm khdefa faang dugc dinfa ngfaia Id nfaan tfaiic, edm xuc vd suy ngfai ma kfadeh hdng cd kfai hg gdp phdi sdn pfadm va thuang hieu tten thj ttudng vd tham gia vdo cic faoat ddng tieu dimg;
ttdi ngfailm cd thi dugc ggi lln tir sdn phim, bao bl, thdng tin liln lgc, tuong tdc ttong ciia hing, cic mdi quan hi bin hing, cic sy kiln va cung cd tfal xdy ra nhu Id kit qud eua cdc faoat dfing tryc tuyln hodc ngoai tuyen..
Su hdi long cua khdch hdng: Kotier (2000) cfao ring sy fadi Idng dugc xac dinfa ttin co sd so sdnfa giiia nhfing gl khach hang rtii^ dugc t^ nfad cung cip vi mong dgi ciia kfadefa fadng dugc xem xet dya ttin ba miic do: neu kit qua nfadn dugc it facm mong dgi tfal khdch hang se cim thiy kfafing fail ldng; niu kit qud nhin dugc gidng mong dgi tfai khdefa fadng se fadi long; nlu kit qud nfadn dugc nfaiiu han mong dgi tfai kfadefa hang se rdt hii ldng vi thich thii.
Phin D: Khoa hge Chinh tri, Kinh ti vd Phdp lugl: 35 (2014): 87-i
.^
Long irung thdnh cua khdch hdng: Ldng trung thinh dugc djnh ngfaTa bdi Chaudhuri (1999) nfau la mdt sy cam kit ve vile se mua faoac sii dung Igi sin pfaim/djch vu ua thich v i si uu tiin tim mua san phim ciia mdt thuong hi$u ndo do ttong tuong lai (Yoo Vfl crv., 2000)
Truyin miing: khdi ni|m dugc djnh nghia boi Amdt (1967) cho rdng truyen milng Id "giao tiip tir ngudi sang ngudi, giiia mgt ngudi tmyin tin va mfit ngudi nhdn tin vl nhihig cam nfadn pfai tfainmg mgi liln quan din mpt tfauong failu/sdn pfadm/ djcfa vy". Tfaeo dinh n^Ta ttin, tfadnfa pfain tii ngudi sang ngudi da khfing cdn Id pfaucmg tfaiic duy nfait dc giao tiep tmyin milng dugc tfayc hien nira kfai ma ttong thi gidi failn dgi ngdy nay, ede cdng ngfal dien tii, mgng xi hgi... ciing dugc xem la phuong ti^n cho giao tilp truyin mieng (Buttle, 1998).
2.2 Md hinh nghien ctiu
Qua viec nghien ciiu vi luge kfak> mdt so bai nghiin ciiu v i thang do ddnfa gid trudc day, md hinfa nghiin ciru dl xudt ddnh gid chit lucmg ttii ngfailm kfadefa fadng ddi vol cdc sieu tfai tai TPCT duge xdy dyng tfaeo Hinfa I va md t i d Bang I dudi ddy:
c
MOt TRUONG XUNG QUANHI NHAN VIEN SLEL D4C TRUMG CUA SIEU TH)
BAN THAN KHACH HANG Nfillfll Bl CCJNO KHACH HANO
]0 Jo ]0
0
NHUNO KHACH HANG KHAC VAN CHUYEN
Hinh 1; M3 hinh nghiSn cihi ly thuylt Nguon. Idc gid tif xdy dung
Tgp chi Khoa hpc Trudng Dgi hgc Can The Phdn D: Khoa hge Chinh tri, Kinh le vd Phdp (udt: 35 (2014): 87-96
Bang 1: Thanh phan cac thang do trong mo hinh ngfailn cihi Thang
do Tiiu
chl Kl
bilu Biett quan sat M6i
trudng xung quanfa
MTI MT2 MT3 MT4 MT5
Miu sic thilt kl ben ttong sieu thi Kfadng gian bin ttong silu thj Anh sdng ttong silu thj
Khdng gian ttong silu thj lam khdch fadng quen di thdi gian mua sdm Tfaiit kl khdng gian theo cfaii dt ciu:. ngdy 11: ndm mdi, gJMg sJnh, ...
NVl Khd nang xu ly tinh faudng cua nfaan viin NV2 Cich nhin viin sieu tfaj dfii xii vdi kfadeh hang
Nhin ^ Khach fadng cim thay dugc nhin vien ddi xii tdn trgng ttong qud ttinh mua viin sdm
NV4 Khi ndng ldm vile ciia nhdn vlln kfai dfing khdch NV5 Thai dfi vdi kfadefa faing kfai cd sai lim xay ra
Ddc trung
DTI Sy da dang ve thucmg hieu ciia sdn phim DT2 Sy sin sing ve ngudn cung hdng hda DT3 Gid cd hang hda
DT4 Chuang truih kfaiQ'iif mdi, gidm gii, qua tang DT5 Noi dau, dd xe
DT6 Thdi gian dgi tfaanfa toin tiin mua hang d sieu thj DT7 Cdc nhd hing, quan an
DT8 Nfaihig kfau vyc vui chcri, gidi tti Chdt
lugng ttdi
ngfailm Bdn KHI Cdm nfadn ciia khich hang khi din silu thj kfaich than KH2 Silu thj dugc xem nfau noi thu gidn kfai rinh rdi
hdng klidch KH3 Silu thj dugc xem Id nai de bilt thim xu hudng sin phim mdi hang KH4 Khdch hdng cd thi bilt thim nhieu thdng tin vi cdc san phdm khac nliau Khdch
hing khdc Ngudi di ciing klidch hang
DF I Vile dfing khdch va thai gian lya chpn hang hoa DF2 Cam nfagn ciia kfadefa fadng khi silu thj dfing khich
„P_ Cim nhgn ciia khdch hang khi trat ty faang fada bj ldm xdo ttgn boi kfadefa faang kfadc
j-.p. Cam nhdn khdefa faang kfai kfadeh hang khdc chen Idn, khong xip hing kfai thanh todn
DC 1 Trao dfii vl sin phim vdi gia dinh/bgn be khi mua Sim DC2 Vile dttgc ndi chuyen vdi gia dinh/ban be khi d silu thi
p.p, Viec Cling nhau mua sdm cd tfal giiip cii thien moi quan he vdi gia dinh/bgn -ibes-T
DC4 Tac dfing ciia gia ^IlIl^an be den khach hang ve quyet djnh mua hing VCl Din silu thj nay vi nai day gdn nha
V|n VC2 Djcfa vu giao fadng tan nfai miln phi
chuyin VC3 Cam nhgn ciia khich hdng dfii voi xe dua dfin khdch mien phi VC4 Sy thujn tiin, tiifing tiioang ciia doan dudng den silu thj Sy hdi long
STI Khdch hing cd thdi gian mua sam vui ve tgi silu thj ST2 Cam thiy silu tfaj ndy tdt faon so vdi nhiing silu thj khdc ST3 Xem viec lya chgn mua sim tgi silu thj la quyit djnh diing ddn ST4 Miic dp fadi ldng chui^ vl vile mua sdm tai sieu thj Ldng tnmg thanh
Xem silu thj la lya chpn ddu tiin kfai di mua sam
Cdm thdy than thilt vdi silu tfai niy han so vdi nhimg sieu thi cdn lai Khfing quan tam din nhiing hoat dgng quang cdo, khuyen mai ciia cic silu thj kliac
SI tiip tuc mua sam tai silu thi ttong tfadi gian tdi Hanh vi gidi WMl Ndi nhihig dieu tdt dep vl silu tfai vdi ngudi khdc thieu truyen WM2 Kfauyin khich ban be/ngudi thdn mua sim tai ddy
milng WM3 Kfai cd ngudi fadi noi dl mua sdm, se gidi thilu din silu thj ndy LYI
LY2 LY3 LY4
7(ip chi Khoa hoc Trudng Dgi hgc Cdn Tha Phdn D: Khoa hgc Chinh H Kinh IS vd Phdp ludt. 33 (2014): 87-96
Bai nghien cmi thuc hi^n phirong phap chpn mau han miic theo tieu tliiic gioi tinh qua viec phong van true tiSp b ^ g bang cSu hoi voi 173 dap vien la nhiing khach hang d3 timg den cac siSu thi a dia ban TPCT. Voi co mlu nay phii hpp voi phuong phap phan tich EFA (s6 mlu bang 4-5 lan s6 bien quan sat (34 bien), theo Hair va ctv., 2006), va thoa dieu kiSn de thuc hien mo hinh SEM (theo Loehlin, 1992 - co mSu dung cho SEM it nhit la 100 quan sat va t6t hon la 200 quan sat). Voi dir iieu thu dugc, bai viet kiem dinh thang do dua vao he s6 Cronbaeh's Alpha. Sau do, tiin hanh phan tich EFA va CFA (duoc sii dung dl danh gia lai tinh liop le cua thang do, kiem dinh cac bien quan sat dai di^n cho cac cau true tot den miic nao).
Phuong phap phan tich mo hinh SEM duoc sii dyng de kiem dinh mo hinh nghien ciiu, danh gia miic dp anh huong ciia chat lupng uai nghiem khach hang den sir hai long, long trung thanh va gioi thieu truyen mieng ciia khach hang vai cac siSu thi tai TPCT.
3 KET QUA NGHIEN c i r u 3.1 lUo ta thong tin dap vien
Bang 2: K£t qua kiSm dinh dp tin cSy thang do bang
Dap vien trong nghien cuu co dp tu6i tu 22-55 chilm hon y. tong so dap vien. TJ l^ nii cliilm 64%, vi nhu ciu mua sim ciia phu nii c6 phan cao hon so vai nam gidi. Vl trinh d6 hoc vSn, nh6m dap vi6n CO trinh do dai hoc chilm gan 75%, ke den trinh dO cao dang va Irung d p vdi ti 1^ 16%.
Ve nghe nghi$p thi nhom doi tuang chiem ti I^ cao nhit la cong nhan vien chiic va nhan vi€n van phong, ke den la hpc sinh sinh vien.
3.2 Ket qui phSn tich
3.2.1 Kiem 3inh do tin cgy thang do vai h4 so Cronbach's Alpha
Bai nghidn ciiu tien hanh kiem dinh d§ tin cay thang do voi dieu kien cac bien co h8 so tuong quan biSn tdng nho hon 0,4 se bi loai va h$ s6 Cronbaeh's alpha ion hon 0,6. Ngoai ra, viec cai t h i ^ h? so Cronbaeh's Alpha se khong thuc hifin tilp nlu nhu viec cai thi|n d6 kh6ng dang kl (Hair et ai, 2010), ching h ^ nSu loai bi^n MT4 thi vifc cai thien hS s6 Cronbaeh's Alpha khong dang kl (tang 0.003).
Sau nhieu lan kiem dinh, cac bien khong dat diSu ki^n dugc loai ra va Bang 2 the hien kit qua lan cuoi ciia kiem dinh Cronbaeh's Alpha.
hi s^ Cronbaeh's alpha Thang do Ylu t l H£ so tuong quan
biln - tfing
Cronbaeh's alpha neu
loai bien Cronbaeh's Alpha IMdi tnrimg
xung quanh MTi MT2 MT3 MT4 MT5
0,630 0,664 0,689 0,452 0,450
0,735 0,720 0,715 0,794 0,789
0,791
Nhan vien NVl NV2 NV3 NV4 NV5
0,665 0,786 0,743 0,679 0,665
0,859 0,831 0,841 0,857 0,859 file trimg
sieu thi DTI DT2 DT3 DT7
0,432 0,483 0,478 0,485
0,684 0,670 0,675 0,671 Ban than
khach hang KHI KH2 KH3 KH4
0,558 0,580 0,605 0,471
0,695 0,683 0,668 0,739 Khach hang
khac
DFIR DF2R DF3R DF4R
0,418 0,615 0,611 0,655
0,790 0,693 0,696 0,669
0,771 Nguoi di
ciing Ithach hang
DCI DC2 DC3 DC4
0,655 0,673 0,691 0,543
0,763 0,754 0,744 0,811
0,817
Tgp chi Khoa hgc Trudng Dgi hoc Cdn Tho Phan D: Khoa hgc CMnh tri. Kmh li vd Phdp lugf 35 (2014): 87-96
Thang do Yeu to H | so tinmg quan biln - t6ng
Cronbaeh's alpha neu
loai biln Cronbaeh's Alpha S^ hai ldng
STI ST2 ST3 ST4
0,472 0,625 0,620 0,646
0,790 0,709 0,713 0,701
0,782 Long trung
thanh LYI LY2 LY4
0,683 0,764 0,556
0,635 0,590 0,707
0,851 Tmyen
mi£ng
WMl WM2 WM3
0,634 0,782 0,637
0,806 0,653 0,804 Ngudn- Kel qud xit ly so lieu Ichdo sdt 173 khdch hdng ndm 2013
3.2.2 Thuc hien phan tich EFA doi vai thang do chdt luang trai nghiem khdch hang
Phan tich EFA vdi phep uich nhan to duoc sii dung la Principal Axis Factoring va phep quay Promax. Sau nhigu lan thuc hi^n va loai bo cac bien Idiong dat yeu cau, ket qua phan tich lan cuoi CO sau nhdm nhan to dugc trich vdi tong phuang sai
Bang 3: Ket qua EFA thang do chat lirgng trai nghiem khach hang
tach la 62,56% > 50%, he sd KMO = 0,815 >0,5, kiem dinh Barlett cd y nghia thong ke vdi p-value = 0,000. Nhin chung, cac nhdm nhan to trong thang do khdng CO su tliay doi dang kl trir thanh phan-^
Dac trung sieu thi dugc nhdm thanh 2 nhan td rieng bi?t va dugc d§t ten thanh Gia tri gia lang va Dac Irtmg san pham. Nhan to ban than khdch hang bi loai.
Bien quan sat
iill l
DC3 DC2 D C I - DC4
0,828 0,813 0,788 0,784 0,646
0.936 0,819 0,539 0,513
"jB^gigSa^a MT2
MT3 MTI DF4R DF3R DF2R DT8 DT7 DT3 DT2
0,846 0,832 0,739
0,914 0,759 0,587
0,928 0,653
0,927 0,422 Ngudn: Kit qud xu ly sd liiu khdo sdt 173 khdch hdng ndm 2013
Tgp chi Khoa hge Tmdng Dgi hgc Cdn Tho 3.2.3 Thuc hiin phdn tich EFA ddi vdi thang do su hdi long, long trung thdnh vd gidi thiiu truyin mieng
Cic khii nilm vi sy hai ldng, ldng tnmg tfadnfa va gidi thilu truyin milng li nhihig khii nilm dan hudng, nin su: dung phuang phip trich Principal
Phdn D: Khoa hgc Chinh trf. Kinh ti vd Phdp lugt: 35 (2014): 87-96
Component Analysis vi phuong phdp trich niy se lim cho tfing phuong sai tii'cfa tot faan (Geogre, 1989; Hair vd ctv, 2006). Kiim dinfa Barlett eiia cd 3 tiiang do diu cd J ngfaia tfadng kl vdi p-value = 0,00; kit qud fa| sfi KMO ciia ca 3 tfaang do diu dgt tten gia ttj ylu ciu (>0,5) vdi cdc gid ttj ldn lugt la 0,73; 0,70 vd 0,66.
Bang 4: Kit qua EFA thang do sy hii Idng, Idng trung tfaanh, gidi thif u truyen mieng Tfaang do Tfadnfa pfaan HI sd tai
nhdn td
Phutnig sai tn'ch
(%)
H | s 6 KMO
p_value kiem duifa Barlett Sy fadi long
STI ST2 ST3 ST4
0,670 0,801 0,816 0,829
61,08 0,73 0,000
Ldng trung thdnh
LYI LY2 LY4
0,911 0,896 0,825_.
77,10 0,70 Truyin
mieng
WMl WM2 WM3
0,833 0,916 0,833
74,21 0,66 Nguon: Ket qud xu ly so liiu khdo sdt 173 khdch hdng ndm 2013
3.2.4 Thuc hiin phdn tich nhdn td khdngdinh CFA
Kit qud phdn tich nhdn td khing djnfa CFA thang do dugc thyc hien cho tdi lin thiir 2 thi dgt ylu cdu. Cu thi, md hinh phii hap vdi dir lilu thj ttudng vdi 334 bdc ty do, chi - square/df =1,601 (<2); CFI = 0,922 (>0,9); TLI = 0,905 (>0,9) va RMSEA = 0,059 (<0,08). Trpng sd cdc biln quan sdt dd chudn hda deu ldn hon 0,5 va cdc ttong sd chua cfaudn hda deu cd y n ^ a tfadng kl nen cdc khdi niem dat duyc gii ttj hoi tu. Tuy nfailn, cfai cd bdn thinfa phin dat duyc tinfa dan nguyin Id moi trudng xung quanh, nhOng khdch hdng.^^^^gi, tri gia tdng vi dgc trung sdn phdm^'E^^^^^^^
cdn lgi do cd tuong quan giua cdc sai sd do ludng Bdng 5: Ket qua danh gid do tin cay cua cdc tfaaog
nen chiing khdng dat tinfa don nguyin. HI so tuong quan giiia cdc kfadi nilm tfadnh pfain ciia khdi nilm ldn diu nhd han 0,9. Bin canh dd, p- value ciia timg c|p khii niem deu nhd han 0,05 nin fai so tuong quan giifa cic cap kfadc biet so vdi 1 d do tm cdy 95%. Do do cd thi ndi cae kfadi nilm dat duac gii trj phan biet. Do tm cziy thang do dugc dinh gii thdng qua he sd tin cay tdng hop, tdng phuong sal ttich dugc vd he sd Cronbacfa's Alpha. Tfaeo kit qua Bing 5 cfao thdy chi tiiu vl do tin c|y tdng hgp deu dat ylu ciu vi gia ttj tir 0,5 ttd lln; phuang sai ttich ciia mdi kfadi nilm ciing ldn hon 0,5 trii kfadi nilm ngudi di cimg khdch hdng, dgc trung sdn '^ham, su hdi long tfadp faon 0,5 nfaimg ciing xdp xi
"dat din 0,5.
Khdi nigm Nhdn viin
Ngudi di ciing khdch hang Nhimg kfaich hing khdc Moi trudng xung quanh Ddc trung sdn phdm Gia tti gia tdng Sy fail ldng Ldng ttung thdnh Gidi thieu truyin milng
Po tin cdy tong hyp Tdng phmmg sai trich (%) Cronbacfa's alpha 0,869
0,787 0,802 0,841 0,646 0,809 0,775 0,880 0,858
0,572 0,485 0,581 0,639 0,482 0,680 0,463 0,711 0,669
0,876 0,817 0,790 0,840 0,626 0,808 0,782 0,851 0.826 Nguon: Ket qud xd ly so lieu khdo sdt 173 khdch hdng ndm 2013
Tgp ehi Khoa hgc Tmdng Dgi hgc Can Tho 3.2.5 Thuc hiin md hinh cdu true tuyin tinh (SEM)
Bang 6 cho thdy cdc mdi quan hi giiia cfait lugng trii ngjulm - Idng ttung tiianfa; cfadt lugng
Bang 6: Ket qua mdi quan he giira cdc khdi nilm trong md binh I;^ thuyet
Phdn D: Khoa hgc Chinh tri, Kinh ti vd Phdp lugl: 35 (2014): 87-96
ttai nghiem - faanfa vi gidi tfaieu truyin milng vd sy hai long— hanfa vi gidi tfaieu ttuyin milng la khdng cd y nghia thdng kl d do tin cay 95% nin cac mdi quan hi niy se hi loai khdi md hinh dl cd till tim dugc md hinh tot faon.
Su Hai Long Trung Thanh Trung Thanh Truyin Mieng Truyen Mieng Truyen Milng Nhan Viin Ngudi Di Cimg Moi Trudng XQ Khach Khac Gia Tri Gia Tang Dac Trung SP
IVloi quan
< —
< —
< —
<~
< —
< —
< —
<~
< —
< —
< —
he
CL Trai Nghiem Su Hai Ldng CL Trai Nghiem CL Trai Nghiim Trung Thanh Su Hai Ldng CL Trai Nghiim CL Trai Nghiem CL Trai Nghiem CL Trai Nghiem CL Trai Nghiem CL Trai Nghiem
U'd'c lirong 1.148 1,419 -0,452 0,553 0,402 0,125 •
1 1,071 1,597 -0,579 1,305 1,321
SE 0,213 0,435 0,527 0,396 0,148 0,408 0,217 0,283 0,261 0,276 0,260
CR 5,383 3,261 -0,858 1,396 2,718 0,307 4,937 5,645 -2,219 4,723 5,070
P-Value 0,000 0,001 0,391 0,163 0,007 0,759 0,000 0,000 0,027 0,000 0,000 Ngudn- Kil qitd xu ly so lieu khdo sdi 173 khdch hdng ndm 2013
Sau khi loai bd cdc mdi quan hi khdng cd y n^iTa thdn^ kl ra khdi md hinfa, ta dugc ml hinh cdu tnic cudi cung d hinfa 2 vdi 361 bdc ty do; cfal - square/df=l,686<2; TLI = 0,892; CFI = 0,904 vd RMSEA = 0,063 < 0,08. Dya vdo kit qua Bang 7
vd Hinh 2 ta tfaay eac mdi quan he ndy diu thyc sy cd y nghTa thdng kl d dO tin c^y 95%. Cic trpng sd chua chuan hda ciing nhu cdc ttpng s6 chudn hda diu duang clnjng td cac mdi quan he nay Id cac mdi quan fae thudn chilu.
Bdng 7: Kit qua udc lirpng moi quan h | nhan qua giua eac khii nilm trong mo hinh SEM Moiq
Hai Idng Trung thanh Truyen milng Nhan vien Ngudi di cimg Moi tnrdng xq Khach hang khac Gia tri gia tang Dae trung sp
uan he
<-
<-
<-
«- <-
ir
«-
<r<r CLTN Hai long Trung thanh CLTN CLTN CLTN CLTN CLTN CLTN
Tr^ng s6 chua chuan hda 1,114 1,126 0,728 1,000 1,079 1,637 - 0,608 1,332 1,279
SE 0,146 0,146 0,086 0,200 0;291 0,265 0,282 0,200
CR 5,289 7,694 8,444 4,899 5,629 -2,293 4,726 4,916
P- value 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000
Trong so chuan hoa 0,846 0,821 0,731 0,601 0,760 0,807 -0,212 0,554 0,697 Ngudn: Kel qud xi^ ly so liiu khdo sdt 173 khdch hdng ndm 2013
Nhu V9.y, chdt lugng ttii nghiim khdch hang klidng dnh hudng ttyc tilp din ldng trung thanh v i sy gidi thilu tmyin milng ciia khach hdng rai tic d§ng gidn tiep tfadng qua sy hai 16ng ciia khdch
hing vi sy hai long tac ddng giin tilp din fainfa vi gidi thilu truyin milng ciia khdch hdng qua long ttung thanh.
Tgp chi Khoa hgc Trudng Dgi hoc Cdn Tha Phdn D: Khoa hgc CJanh tri, Kinh ti vd Ph^ ludt: 35 (20I4J: 87-96
Ct«-squaFe=8C».7«>; (tf=361; P = OOO - C h i - 5 q u a r e / d ^ 1 . 6 8 6 :
H i n h 2 : K e t q u a m d h i n h cau trnc S E M Ngudn: Kit qua xdlyso lieu khdo sdt 173 khdch hdng nam 2013
3.2.6 Kiim dinh do tin cdy cua udc luong bdng bootstrap
B i i v i l t dd t i i n fainh u d c l u g n g Bootstrap d u g c diing dl dinh gia dp tin cdy cua cdc udc lugng vdi 500 quan sdt lap lai cho thdy kit qua n ^ e n ciiu cd tfal tin ciy dugc.
4 KET LUAN
Qua phdng vin 173 dap viin da tung mua sam d cdc silu tfai TPCT, kit qud ngfailn cim dii ra rang tfaang do chdt lugng trai ngjiilm kfaaefa hang tai cac sieu thi bao gdm sdu tfaanh i^idn cfamh la mdi trudng xung quanh, nhin vieo, gjd tti gia ting, ngudi di ciing khdefa faing, nhiing kfaadi faang kfadc vi ddc tnmg sin pfadm. Trong dd mdi trudng xung quanfa la tfadnfa pfadn cd tdc ddng manh nhit den chdt lugng trii n ^ e m kfadefa hang. Tii kit qua nghien ciiu cho tiiay, cbdt tugng trdi n ^ l m kfaich hang thyc sy la m ^ ylu td (pian trgng, quylt dinb su tiiinfa cong ciia doanfa nghiep kfai tdc ddng tryc tilp din sy fadi long kfadefa hang. Id nen tang ciia long tnmg tiiinfa vd nhihig Idi gidi tfaieu ticfa cyc vi td cfaiic faolk: doanfa nghiip. Cfainh vi vay, doanh nghiip can quan tdm cdi thien cfait lugng trdi nghiim klidch faing ifadi^ qua nfaiing tfaanfa pfadn, va nhin td chinh inh hudng din nd.
Ve mat ly thi^it, ngfaiai cuu da gdp pfain bd
sung ihang do do linmg vio he tfadng do luong chat lugng trii nghiim kfaicfa fadng — mgt kfadi niem vJb cdn chua nfadn duoc nfaieu sy quan tam d thj tniong TPCT. Ngodi ra, ddy la cdch tilp can mdi de do luong sy hdi long vd Idng trung tbinh cua kfaadi hdi^ thdng qua didt lugng trdi ngfailm kfadeh faai^ Cdc nha ngfaien ciiu trCHig IThfa vyc marketing cd tfai xem day nhu mo binfa tham khao cho n ^ l n cihi ciia minh d cdc hudng ngfaiai oiu tilp tfaeo. E>ung dudi gdc dg nfaifaig nha quan ly silu tfai, kit qud i ^ ^ e n cuu ndy cd tfai tfauc, d d ) ^ y ^ quan tam ciia fag d&i trdi i ^ ^ m kfadefa hdi^lTahdn*- ra nfaung nfaan td hinh tfadnh nen trdj ngfailm vd xem xet dua ra cdc gjdi fhdp de ning cao ban nOa nhung cam nhan dinfa gid ciia kfadeh hang gop fAtkn mang doi sy tfadnh c«ig cua doanfa n^iiep.
Ben canfa nfaihig kit tfaa dat dugc, bii t^^eo cuu ciing ccm nfainig ban chl nhit dinfa. Dd Id so mdu cdn kfailm tdn o ^ k ^ qud phdn u'ch chua thyc sy mzing tinb khai qudt cao. Do khd khan troi%
idle t i ^ can vdi ban qudn ly cac silu thj dl tiin fainfa {^di^ van ^ i u tra noi viec danh ^ chdt lugng trai nghiim kfaicfa hang tai cac sioi tfai troog bdi Dgfaiai cuu chi xudt phdt tu i^'a kfaicfa h ^ g ma cfaua dl cap din frfiia tii cac nha qudn ly sieu thi, dilu nay tao tioi dl cbo nfaiing n^iiln diu t i ^ tfaeo troog tuong lai.
p chi Khoa hgc Tmdng Dgi hgc Cdn Tha
TAI Ll£U THAM KHAO
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lOtfa ed. New Jersey, Prentice Hall, Inc.
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vdn cd siic hdp ddn ldn.
http://sct.halduong.gov.vn/News/content/vie wer.html?a=5579&z=158, truy cap ngiy 07/03/2013.
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An inttoduction to factor, path and structural analysis. 2nd ed, Hillsdale, New Jersey.
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concepts, frameworks and consumer insights. Foundations and Trends® in Marketing, 5 (2), pp. 55 - 112.
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