Joumal ofScience-2016. Vol 10(2), 97-103 Part B: Political Sciences. Economics andLaw
Tap chl Khoa hoc Tru'dng Dai hoc An Giang ISSN 0866 - 8086
NGHIEN CUtJ M 6 H I N H SU^ TRUNG T H A N H THlTOfNG HIEU
CITA NGtrCH TIEU DUNG DOI V O l S A N PHAIW QUYT DlTonVG LONG TRI TINH HAU GIANG
Nguyen Hoang Kfadi', Mai Van Nam' 'Tnrdng Dgi hoc Cdn Tha
Thong tin chung:
Ngay nhgn bdi: 06/03/2015 Ngdy nhgn ket qua binh duyet:
22/06/2015
Ngdy chdp nhgn ddng: 06/2016 Title:
Reseach the model of consumers' brand loyalty to the Long Tn tangerin of Hau Giang province
TO-khda:
Quyt dudng Long Tri, thuang hi^u, su trung thdnh Keywords:
Long Tn swett tangerines, brand, loyalty
A B S T R A C T
Afier having surveyed 215 consumers based in Can Tho city and Hau Giang province that chose to buy a random sample of Long Tri sweet tangerines at their convenience, the researcher applied the multivariate regression analysis in treating the collected data and verifying the hypotheses about the factors influencing consumer loyalty towards this brandname. The result of the research was a regression model with four mam factors, quality as the greatest influence (0.32); price (0.26); information (0.23); and safety (0.21) respectively. These factors and values could serve as a reference to increasing the level of consumer satisfaction about Long Tn sweet tangerines. To this end, the paper suggested possible ways of achieving this commercial goal.
T6M TAT
Thong qua nghien cuu 215 nguai tieu diing tren tf/a bdn Cdn Tha vd Hgu Giang da mua sdn pham quyt dirdng Long Tn bdng phuang phdp chgn mdu ngdu nhien vd thudn tifn, tdc gid su dung phuong phdp hoi quy da bien vd kiem dinh cdc gid thiet cua mo hinh hoi quy ve cdc yeu to lien quan den su trung thdnh thuang hi^u cua ngudi tieu dimg ddi vdi sdn phdm quyt dudng Long Tri. Tdc gid dd dita ra dugc mo hinh hoi quy da bien ve str trung thdnh cua ngudi tieu dimg doi vdi sdn pham quyt dudng Long Tri bao gdm bon yeu td chinh: yeu to ddu tien Id yeu to chdt lugng, ddy Id yeu to dnh hudng ldn nhdt den su trung thdnh (0,32); tiep iheo Id yeu lo gid (0,26); yeu td thu ba Id yeu to thdng tin (0,23); yeu to cuoi cimg Id an todn (0,21). Cdc yeu td vd cdc gid tri ndy cd y nghia tham khdo de gia tdng sif hdi long cda ngu&i tieu ditng vdi thuang hieu quyt dudng Long Tri tinh Hdu Giang. Qua nghien ciru tdc gid ciing dua ra mgt vdi khuyen nghi nhdm ndng cao su hdi long ciia ngudi lieu diing doi vdi thucmg hieu quyt dudng Long Tri.
L G I O f l T H I f U
Quyt dudng Long T n la mdt frong nfaiing d i e s i n cfau lyc cua tinfa H i u Giang dupc u a chudng b d i vi ngot tfaom ngon, m i u sac faap d i n , va cd gia tri dinh duong cao. Ngoai nhu cau tieu thu ngay cang tang d thi tradng cac tinh Ddng b l n g song Ciiu
Long thi quyt duong Long Tri cdn la mat hang duoe u a cfauong tai c i c tinh mien Ddng N a m Bp Trong thyc t l , dii quyt dudng Long Tri tinh Hau Giang da co thuong hifu, duoc dang k y nhan hieu va dupc cap bao hp chi dan dja ly n h u n g ngudi tieu dimg van chua n h i n biet d u p c s i n pham quyt
Joumal ofScience-2016, Vol 10(2). 97-103 dudng Long Tn, mi chi biit dupc logi frai cay hp mua la quyt hsy quyt dudng. Vi the, vin de dupc dat ra la can cd su quan tam eua cac nhi khoa faoc, cic CO quan faogcfa djnfa efainh sicfa ciia tinfa Hgu Giang va dge bift l i nfaung tic rUian tirong kenfa pfaan pfadi sin pfaam quyt dudng Long Tri de xay dung vi pfaat frien thuang faifu cung nfau dinfa gii su tnmg thinfa eua ngudi tifu dimg doi vdi thuang faieu quyt dudng Long Trj so vdi cac logi quyt kfaic trfn tfai tradng. Muc tieu ciia bii nghien ciiu Ii tim ra cic yfu td tic dpng den su tnmg tfaanfa tfauong faieu cua ngudi tieu dung ddi vdi sin pham quyt dudng Long Tri, mpt vin de infa faudng ldn den viec xay dyng va pfait trien tfaucmg faieu quyt dudng Long Trj tinh Hau Giang faifn n ^ . 2. PHlTONG P H A P NGHIEN Ctfu 2.1 Cff sd Iy thuyet
Theo Dick va Basu (1994) eho ring, mpt ngudi tieu diing duac xem li tfaye sy tnmg flianfa Wii fap ed tfaii dp ticfa cyc doi vdi tfauong faieu va mua tfauong hieu mpt cicfa dn djnh. Theo Amine, A (1998) dinh nghia tnmg thinfa tfauong faifu l i hartti vi mua mot tfauong faifu nhat djnh lap di l^ Igi trong mpt kfaoing tfadi gian dai. Tfaeo Ofaver (1999) djnh ngfaia trung thinfa fliuong hifu l i su cam ket mua lap lgi on dinfa mdt sin pfaam ua tiiieh frong tuong lai. Theo Bill Moran gii tri
PartB: Political Sciences, Economics andLaw fliuong faifu ttai cay dupc xae dinfa la tiefa cua ba yiu to: thi phdn, gid tuong ddi vd su guay^ ldi cua khdch hdng (su tiding thdnh). Moi yiu to nay la mpt mat ciia mpt fliuong faifu trii cay mgnh. Mgt khic, ed mpt sy dinh ddi giira cic yeu to n ^ . Vi dy gii frii c ^ tang qui cao cd tfal lam giim sy raong muon mua flifm lan nua do do dan dfn vifc giim flii pfain ttii eay dd tren tfai tiudng. Qua cac djnfa nghia neu ti^n tfai cd tfae nit ra ring trung thinh thucmg hieu khdng chi l i viec don tiiuan mua san pfaim dd m i la su mua lgi, faogc it nhat la dupe ngudi tieu diing ndi tot ve tiiucmg faifu do de kfauyin khich ngudi khic sii dyng. Do dd, myc tieu Clia bai nghien ciiu l i tim ra cac yeu to tie dpng den sy trung thinfa cua ngudi tifu diing doi vdi sin pfaam quyt dudng Long Tri nfaam gdp pfain trinfa tinfa ttang idt gii kfai vao vy vi nguyen nhin ngudi tieu dung kfadng tnmg tfaanh.
2.2 Mo hinh nghifn cuu
Md fauifa danfa gii miic dp inh faudng ciia cae yeu to den sy tnmg thinh cua kfaicfa faang cd dang ifliu sau'
Y=f(JCi), vdi Y l i biln phy tfaupe ; Xi la cic bien ddc Igp ( i = l , 2 , . . . n)
Bang 1. Dien giai cac bien doc lap trong mo hinh nghien cihi
Bien so (Xi) Difn giai
CHATLUONG Chit lupng cua quyt, dupe do bang miic dp hii long tfadng qua diem so tii 1 den 5 difm, vdi I Ii rat kfadng faai Idng v i 5 la rit fail Idng.
Tinh an toan kfai dung quyt, dupe do blng miic dp hii ldng tfadng qua diim so tii 1 den 5 diem, vdi 1 li rat kfadng faai long va 5 la rat fail long.
Gii ciia quyt, dupe do bang miic dp faai long thdng qua diem sd tii 1 den 5 diem, vdi 1 Ii rit khdng hai long vi 5 l i rat faii long.
THUANTIEN Tmfa thuin tifn khi mua quyt, dupc do blng miie dp faai long ciia khich hang thdng qua diem sd tir 1 den 5 diem, vdi 1 l i rat khdng hii ldng v i 5 Ii rfit hii long.
Joumal ofScience-2016. Vol 10(2). 97-103 PartB: Political Sciences, Economics andLaw
Biln sl (Xi) Difn gifii
Tfadng tin Ii bien gii, nfagn gia tri 1 neu cd tiep nhgn dupc tfadng tin qua cic kenh trayen thdng, nfaan gii tn 0 neu khdng tiep nhan dupe thdng tin.
Bien phy fliupc (Y) trong md fainh la bien SUTRUNGTHANH, SUTRUNGTHANH dupc do bang eie tfaang diem tii 1 d^i 5, vdi 1 li cfaac chan khdng mua lai,..., 5 l i chac chan se mua Igi.
Nghien ciiu n ^ sii dyi^ md hinh faoi quy da biln vi ky vpng rang miie S^ faii ldng ciia cic yeu to gii ea, efaat lupng, sy an toan, tinfa tfauan tien vi flidng tin cing cao flu khi nfing mua lai cang ldn, dieu n ^ eung phii fapp vdi tfaye tl. Md hinh fadi quy tuyen tinh cd dgng nfau sau:
SUTRUNGTHANH = po+ 3iGIA + P2CHATLUONG+ P3ANTOAN +
P4THUANTIEN + psTHONGTIN po: la hing so;
Pu Pz, ^ , ^ Ps: la eae tham sd the faifn muc dp anfa hudng cita cic bien dpc %> den bien phu thupc.
D? bio dan cua cfic tham so P:
Tham sd JJi ky vpng mang diu ducmg (Pi>0), vi kfai miic dp hii long vl gii eing cao thi SUTRUNGTHANH eang ldn.
Tham so Pz ky vpng mang dau duong (p2>0), vi kfai miic dp hii Idng vf chat lupng cing cao, cang dupc dim bio tiu SUTRUNGTHANH eing Idn.
Tfaam so p3 ky vpng mang diu duong (P3>0), vi khi muc dp faii Idng ve tinfa an toan cua sin pfaam cang cao tiu SUTRUNGTHANH eang ldn.
Tfaam sd 04 ky vpng mang diu duong (p4>0), vi kfai miic dp faai long vf su thuan fren cang cao tfai SUTRUNGTHANH cang ldn.
Tfaam so ps ky vpng mang dau duong (Ps>0), vi khi ngudi tieu dimg tiep can dupc vdi eic thdng tin flu SUTRUNGTHANH se Idn hon
2.3 Phmmg phfip phfin tich
Tic gii su dyng phuang phsp tiiong kf md t i vdi cic chi tieu nhu sd trung binh, tin suit, ty le,... de phan anfa thyc ttang sy trung tiiinh ciia ngudi tieu dung. Song song dd, md hinfa hdi quy tuyin tinfa da bien dupc su dyng dk udc lupng miic dd tic dpng eua cie bifn dpc I ^ Ifn bien pfau thude;
ddng tildi Sli dyng pfauang p h ^ ude lupng bmfa pfauang nhd nfaat de udc lupng md hinh hdi quy trfn.
2.4 Do* lifu n^iioi cihi
^k dim tinfa khoa fapc, tinh dgi difn ciia sd fafu so csp, nfadm ngfaifn ciru su dyng pfauang pfa^ cfapn miu pfaan ting ket faop vdi ehpn miu tfaugn tifn
^ tien hinfa khiosit. Tieu cfai phin ting tiieo dia bin ngfaien eihi. Doi vdi cic quan sit tai dia ban Can Tfao do so lupng quyt dudng bin ra kfadng ddi dio nfau Hau Giang nfn nfadm ngfaifn ciiu efapn pfauong pfaip cfapn miu tfaugn tifn. Ddi vdi eic quan sit tai Hiu Giang, nfadm tic gii tifn faanh tfau tfa|^ sd Ufu qua cic budc sau: (1) Lap danfa sicfa cic diem ban quyt tren dia bin nghien cuu, (2) Phan chia cae diem ngfaien ciiu tfaeo dia bin c ^ huyfn, (3) Tien hinfa pfadng vin ngudi tieu dimg mua quyt tai cae diem da lap danfa sicfa phin ehia, eii 2 ngudi tieu dimg mua quyt se phdng \'an I ngudi.
Ddi tupng pfadng van la ngudi tifu dung cd su dung quyt dudng Long Tri vdi co dupc cfapn miu la 215. Cy tfal: 155 quan sit dHau Giang, 60 quan sat d Cin Tfao. Tfadi gian trien kfaai cuoc dieu tta hi fliing 06/2014 din fliing 12/2014.
3. KfiT QUA NGHIEN ClTU v A THAO LUAN
3.1 Kiem dinfa cac gia tfaiet
Joumal ofScience ~ 2016, Vol 10(2), 97-103
*Kikn ^nh t^t^tK Bang 2. Kiem dinh t
Part B: Political Sciences, Economics andLaw
Bidn st GIA CHATLUONG ANTOAN THUANTIEN THONGTIN
t-statistic 4.242 5.026 3,021 1,632 3,122
t-baiig=0,5%
2,204 2,204 2,204 2,204 2,204
Ketlu^n Bac bo gia thiet Ho Bac bo gia thiet Ho Bac bo gia tiiiet Ho C h ^ nhan gia thiet Ho Bac bo gi& thiit Ho
Qaa bang trfn ta thay:
Gii trj t-sutistic eiia tat ea cac bien so dlu cd y nghia ve mgt thdng kf, ngoai trir biln so THUANTIEN. Vi ed it nfalt mpt gii ttj t-staiiitic >
t-bing (d miie y ngfaia 5%), nSn ehung toi bic bd g i i tiult Ho: pi = p2 = p3 = p4 = ps =0
*Kihn dinh F^usau Gia fliilt:
Ho: Pi = p2 = p3 = p 4 = p 5 = 0
Hi: Cd it nhit 1 Pi khae 0. Tiic li md hinfa tdn tgi.
F-statistic = 21,92
k = 5 (k la sl bien ddc I ^ trong md lunh) df2 = N-k = 215 -5 = 210 (N la sd bien quan sit) Fhing,s.2io~5,35 (miiey nghia = 5%) Nhu vay, F.sututic > F.bing. s. 210. Bic bo gii tfailt Ho, cfaqj nfagn gii thiit Hi, hie la md hinh ton tgi.
3.2 Kiem dinh cac vi pham gifi thiit cua md hinfa
* Hien tirong da cgng tuyin
Hien hipng da cpng tuyin l i faifn tupng ed it nfaat Bang 3. Kit qui udc lupng mo hinh
mpt bien ddc 1 ^ lfi to hop tuyen tinh ciia cac bien cdn Igi.
Anfa faudng cua faifn tupng da cpng tuyin:
Cac ude lupng Pi la kfadng xac djnh dupc.
Cic ude lupng ciia dd Ifch chuan l i kfadng xac dinfa.
Pfaucmg sai v i sai so cfauan ldn se dan den khoing tin eay ldn hon so vdi tfaue ^ . De tien hanfa kiem cfaiing faifn tupng da cdng tuyen ciia md fainfa, nghien ciiu tien faanh udc lupng cie md hinfa fadi quy rieng le ^ xem xet cic faf so tuong quan c ^ giua cic biln dpc lgp.
Cac md fainh faoi quy:
(1) GIA=ao + aiCHATLUONG + aiANTOAN + asTHUANTIEN + a^THONGTIN
(2) CHATLUONG bo + bjANTOAN + biTHUANTIEN +b3TH0NGTIN
(3) ANTOAN Co + cjTHUANTIEN + C2THONGTIN
Ket qui udc lupng cua 3 md fainfa fren nfau sau:
Mo hinb Mo hinh (1) Mo hinh (2) Mo hinh (3)
R^mo hinh bo sung 0,15 0,16 0,12
R'..,-,, 0,72 0,72 0,72
Ket lugn
Khong CO hifn tupng da cpng tuyen Khong CO hifn hipng da cpng hiyfn Khong CO hien tupng da cpng tuyen
Journal of:,cience -:0i6 Vol lOtlj 9"-103
He so tuong quaji cap giua cac bien doc lap nhu sau Bang 4. He so tircmg quan cap giifa cac bicn dgc fap
.«TO.\N
C I i \ T L U O X G G U THU.AXTIEX T H O N G T K
A N T O . \ N 1
CR-vrLLONG i),:.:6
1
GIA -0 021 -0 006 1
THL.\.NTIEN' 0 224 -0 026 0.361
1
T H O N G T l . N 0 222 0 181 -0 094 -0 106
Qua ket qua kicm dinh o Bang 4 ihi gia m cua cac he so mcmg quan cap khong cao. he so R- cua cac mo hinh hoi qii\ bo sung nho Hon he so R~
cua rao hinh hoi qu> goc. do do bac bo hien uiong da cong tu> cn cua mo hmh
' Phif(/ng sai khong Jang deu
Hicn mong phirong sai khong dong deu la hien tuong nia cac phuang sm cua duong hoi qu\ cua tong ihc ung \ 6 i cac gia In cua cac bicn doc lap ia khac nhau mc la phuong sai khong phai la moi hang so Dc kicm dmh hien tirong phuong sai khong dong deu, nghien cuu dung kieni Jmh W hue TcEt
M6 hinh hoi qu\ nhan tao duoc uac lucrng de kicm dinh Wliilc Test nhu sau
-A- .. = w- - = 28 (X>: (k = 17 la so bicn doc lap cua mo hmh hoi qu> nhan tao)
\\'-= -: < V- .- • Chap nhan gia thiel H y. =
= y,; -^0 Tuc la mo huih hoi qu\ nlian iao khong Ion lai ha', noi cach khac khong .u hien tuang phuong sai khong dong deu irong mo hmh nghien cuu
i.i Ki't q u a u(Vc lut.rns; cua mo hinh SCmi \\(j/HA\H - -0 .^S • 0 26(,IA - 0 32
( HATIl ()^G -1121 A\T(lAy
-'j.04mci\Tn:s - o 2s niosGns
Gia tn R- 'i 72 iuc la muc Jo gun thich cua mc hmh so \ o i ihuc le dai do ,in ca} 72'*'o con28"u!.':
cac \ c u 10 khac khong nghien cuu uong mo hmh
\ ' a i kel qua uac luong ircn j2'a su khi lii Ci" ca:
bicn doc lap deu dai gia m la i irai khong ha long I Ihl S L T R U X G T H W T l dat in so la ' M Dicu na\ phu hop \o\ thuc tc khi ..ac \ e u lO giii .hai luong, lmh :m toan. su 'hvan i;cn •> a ihong nr duoc nguoi ticu dung danji gia u muv, rai khon'.
hai i'-:ing ihi su hai long cua nguai iiei: dun;' se muc x-'il ihao. -u hai lon^; :hua dai tn so ' ..i z anil huong b.n han^ -,6 3 T.-niii dau am \ a ..n.
>cu to KiUv, ciiLia ii:;n,en cui. iioiig mo hmh ' Ic khi iai ca cac bicn doc lap deu dai gia •- " -afh.
long ±] SI 1 Kl X O T l l A N ' • _n] dai o la -
• :-^ ' n^ "! muc kha.. ,hua dai tn su ^ la .i . •.
-•. •. -..:uiig bo iiaiiii io |V -nami dau am •
Joumal ofScience-2016 Vol 10 (2), 97- 103 yeu to kfaic ehua nghien ciiu trong md hinh. Cic yiu to dua vio md hinfa ed muc dp giii tiiicfa eua md fainfa so vdi thfrc tl d^t ^ tin c|y 72%, do dd eic yiu t l ehua dua. vio md fainh nghien ciiu kfadng infa hudng ldn din kit qui udc lupng md fainfa.
pi = 0,26; sai so cfauin li 0,07; xic suit bic bd su tin t£ii cua bien dpc I|p niy l i 0,05%. Kit qui diu Clia tham sl pi diing nfau dv bio, giua miic dp faai long vl gia va SUTRUNGTHANH co quan faf dong bien, kfai miie dp faii Idng ve gia tang len 0,26 diim tiu SUTRUNGTHANH tang Ifn 1 cap dp.
p2 = 0,32; sai so ehuan la 0,07; xic suat bic bd su ton tai cua biln dpc 1 ^ nay la 0%. Dau cua tfaam sd p2 dung nhu d\i bio, giiia miie dp fail long vl efaat lupng vi SUTRUNGTHANH eo quan faf dong bien, kfai muc dp faii long vl cfait lupng ting len 0,32 dilm tiu SUTRUNGTHANH tang Ifn tuong ling 1 c ^ dp.
Ps = 0,21; sai sd chuan la 0,06; xic suit bic bo su ton tai eua bifn dpc lap nky la 0,1%. Dau cua tfaam so p3 diing nfau du bio, giiia muc dp hai long vl tinfa an toan va SUTRUNGTHANH cd quan faf ddng bifn, khi miic dp hai long vl tinh an toan ting Ifn 0,21 dilm tiii SUTRUNGTHANH tang len 1 c ^ dp.
p4 = -0,04; sai so cfauin la 0,04; xac suit bac bd su ton tai ciia biln doe I ^ niy l i 0,19%, Kft qui dau ciia tham so P4 khdng diing nfau du bio, giua miic dp hii long ve su tfauan frfn va SUTRUNGTHANH cd quan faf nghiefa bifn, hiy nhifn yeu td nay se kfadng anh faudng Idn din SUTRUNGTHANH. Tfauc tl dilu fra cfao tiiay, tai eac diem ban quyt dudng thuan tifn nfau xe d^, sap frai cay d chp, ndng fad hdng quyt tu ban da sd deu la q i ^ loai 3 hoic quyt dat dupc bin vdi gii hrong doi re cho ngudi tieu dung. Cdn cic loai quyt dudng ngon nfau quyt lo?u 1, loai 2 tiii da so dupc ban d nfaiing noi ngudi tieu diing it din mua quyt nhu sieu tiii, cic cira faang frai cay ldn, hoac d cac vua dia pfaucmg dl ban lai cho cic vua d Thanh pho Hd Chi Minh
ParlB- Political Sciences, Economics andLaw p5 = 0,23; sai so chuin l i 0,45; xic suat bic bd su tdn t&i Clia bien dpc lip nay l i 0,25%. Dau cua tiiam so Ps diing nhu dy bao, khi ngudi tieu dung ti%) cin dupe cac tidng tin vl sin pham thdng qua eae kenfa trayin tfadng tfai SUTRUNGTHANH ciia fap se tang len.
Kit qui ngfaien cuu cung hiong ddi gidng vdi ket qua ngfaien ciiu ciia tic gia Tran Dinh Ly va Hoang Huu Hda (2012) nghien ciiu ve sy: tinng tfaanfa eua kfaich faing ddi vdi sin pfaam xoii cat Hda Lgc - Cii Be - Tiln Giang. Biln phy thupe KNML (khi nang mua lai) eiia nghifn cuu Tran Dinh Ly, Hoing Hiru Hda ding biln vdi biln dfc
\%p GL\, CHAT LUONG, AN TOAN, THONG TIN va nghiefa bien vdi bien dpc lap THUANTIEN. Do dd, kit qui udc lupng ciia md hinfa cd dp tin c^y cao.
4. K 6 T L U M V A K H U Y ^ N NGHJ Cic yeu to tic ddng den su trung tfainfa tfauong hifu cua ngudi tieu dimg ddi vdi sin pfaim quyt dudng Long Tii l i cfait luong, gia, an toan, tiiuan tifn, va tfadng tin. Tfaeo pfauang trinfa faoi quy da biln vl SUTRUNGTHANH ciia ngudi tifu diing doi vdi san pham* quyt dudng Long Tri, frong 4 yeu t l inh hudng den su trung tiianfa ciia ngudi tieu dung tfai yiu td hii Idng vf chat lupng cd faf so tuong quan infa faudng Idn nhit (vdi faf so infa faudng la 0,32), tifp theo la su fail long vl gii (faf so anfa hudng la 0,26); vi viy, khi cd faai Idng ve chat lupng, gii v i cudi ciing l i yeu to an toan (0,21) tili khiefa faing se cd SUTRUNGTHANH cao faon. Day li con so ed y nghia doi vdi vifc tfaam kfaao cfao giai phap gia tang su trung tfaanh ciia kfaacfa faing ddi vdi tfauong faieu quyt dudng Long Tri tmfa Hau Giang. Nham giiip nang cao miic dp tiung tfainfa cua ngudi tieu dung ddi vdi san pfaam quyt dudng Long Tri tinfa Hiu Giang, tac gia dua ra mot sd khuyin ngfai sau. (i) cfait luong ludn l i yeu td then chot v i quyit dinh nhat frong vifc nang cao su trung thinh ciia ngudi tieu dimg doi vdi thuang hieu quyt dudng Long Tri, do dd ein phii ning cao chat luong frii quyt dudng Long Tri. (ii) Ngoii ra, cin phii ngfaien
Joumal ofScience-2016, Vol 10(2), 97-103 cuu x ^ dung kenfa pfaan pfaoi quyt dudng Long Tri, vi qua ket qui ngfaien cihi yeu to gia cfaiem muc dp quan trpng tini 2 ddi vdi su trang tfainfa eua ngudi tieu diing, m^c dii vdi gii mua tai vudn dao dpng tii 18.000 din 25.000 ddng/kg nfaung tiong qua tiinfa tifu th^, ngudi tifu dimg pfaii tra muc gii dao dpng tu 40.000 din 60.000 ddng/kg.
TAI U$.V THAM KHAO
Chaudhuri, A., & Holbrook, M.B. (2001). The chain of effects from brand trust and brand affect to brand performance: Tfae role of brand layaity. Joumal of Marketing. 65, 81-93.
Cfaen, A.C. (2001). Using free association to examine tfae relationship between the cfaaraeteristies of brand associations and brand equity. Joumal of Product & Brtmd Management, 10,439-449.
Cronin, J.J., & Taylor, S.A. (1992). Measuring Service Quafaty: A Reexammation and Extension. Joumal of Marketing, 56(3), 55-68.
Dick, A., & Basu, K. (1994). Cusfr>mer Loyalty.
Toward an Integrated Conceptual Framework.
Joumal ofthe Academy of Marketing Science, 22(2), 99-113.
Hoing Trpng & Cfau Nguyin Mpng Ngpc. (2008).
Phdn tich dd liiu nghiin cdu vdi SPSS. Nfaa xuit ban Hdng Diic.
Kabuaj, S, & Shatunugan, J. (2011).
Development of a conceptual framewoik for brand loyalty: A Euro Mediterranean perspective. Joumal of Brand Management, 18, 285 - 299.
PartB: Political Sciences, Economics andLaw KeUer, K_ L. (1998). Sti-ategic Brand Management: Building. Measuring and Managing Brand Eguity. Prentice-Hall, Englewood Cliffs, NJ.
Oliver, L. (1993). Cognitive, affective, and attribute bases of tfae satisfaction response.
Joumal of Consumer Research, 20(3), 418- 430.
Ohver, R.L. (1999). Wfaen consumer loyalty.
Joumal of Marketing, 63(4), 33-44.
Tran Dinfa Ly, & Hoang Hiru Hda. (2012). Md hinh sfr tiung tfainfa eiia khacfa hang doi vdi thuang hifu xoii cit Hda Lpc-Cii Be-Tien Giang. Tap chi khoa hgc Dgi hgc Hui, 3,181- 187.
Yang, Z. & Peterson, R (2004). Customer Perceived Value, Satisfaction, and Loyaty:
The Role of Switehing Costs. Psychology and Marketing. 20,799-822.
Zeitfaaml, V.A. (1988). Consumer perceptions of price, quahty, and value: a means-end model and synthesis of evidence. Joumal of Marketing, 52,2-22.
Zhou, K., & Su, C. (2002). A paradox of pricequahty and market efficiency: a comparative study of the USA and Cfaina markets. Intemational Joumal of Research in Marketing, 19,349-365.
