Anh hu'dng cua trach nhiem xa hoi den long trung thanh cua khach hang tai Cong ty Co phan Sffa Viet Nam
N G G Y I N THI PHCTONG THAO' N G U Y I N T H | THANH TAM"
Tom tat
Bdi viit phdn lich tdc ddng cda Trdch nhiem xd hgi cua doanh nghiep (Corporate social responsibility - CSR) din Long trung thdnh cda khdch hdng tgi Cdng ty Co phdn Sffa Viet Nam (Vinamilk). Kit qud cho thdy, hogt ddng CSR cd ldc ddng tich cUc di'n Ldng trung thdnh cua khdch hdng thong qua cdc nhdn td: Niim tin; Su gdn ki't khdch hdng ddi vdi doanh nghiep; Su hdi long cua khdch hdng. Kit qud nghien cffu giup cho cdc nha qudn ly cua Vinamilk dua ra gidi phdp thlic day hogt dgng CSR, qua dd ndng cao gid trj thffang hiiu vd uy tin cua doanh nghiip.
Tit khoa: trdch nhiem xd hgi cua doanh nghiep, long trung thdnh, khdch hdng. Cdng ty Co phdn Sffa Viet Nam
Summary
This article analyzes the impact of Corporate social responsibility (CSR) on Customer loyalty to Vietnam Dairy Products Joint Stock Company (Vinamilk). The output indicates that CSR activities create a positive impact on Customer loyalty through factors of Trust, Customer - company identification and Customer satisfaction. This finding helps Vinamilk's managers to propose solutions to promote CSR activities, thereby improving its brand value and reputation.
Keywords: corporate social responsibility, loyalty, customer, Vietnam Dairy Products Joint Stock Company
GIOI THIEU
Hien nay, nhieu doanh nghiep d Vidt Nam da nhdn thffc ro rdng, viec thffc hien CSR la can thie't cho sff phdt trien eua hg. Bdi, trong bd'i canh toan eau hda vd hdi nhdp qud'c te', ne'u khdng tudn thu CSR, doanh nghidp se khdng the tie'p can dffdc vdi thi trffdng the' gidi. Hdn nffa, cd y kie'n eho rdng, mdt trong nhffng ly do khie'n doanh nghiep ngdy edng quan tam de'n CSR la vi hoat dgng ndy ed anh hffdng de'n long trung thanh cua khdch hdng. Do do, nghien cffu nay dffdc thffc hien nham xem xet anh hffdng cua CSR de'n long trung thanh eiia khdch hang, trffdng hdp tai Vinamilk - mgt trong nhuHg doanh nghiep di dau trong hoat dong CSR tai Vidt Nam (Bdi viit sff dung cdch viit so thdp phdn theo chudn qudc ti).
c a SCf LY THUYET Cd SOf ly thuyd't
Trdch nhi^m xd hgi doanh nghi?p
Cd nhieu dinh nghia khde nhau ve CSR. Theo Davis (1973), CSR id sff quan tdm va phdn ffng ciia doanh
nghiep doi vdi cac van de vffdt ra ngodi viec thoa man nhffng ydu ciu phap ly, kinh te, cdng nghe. Carroll (1991) kh^ng dinh, CSR bao gom 4 trdch nhiem: kinh td', phdp 1^, dao dffc va tff thien. Trong khi do, Henri va Ane (2012) nhd'n manh, CSR bao gom edc nhdn td', nhff' trdch nhiem cgng dong, mdi trffdng, nhdn quyen va cdch ffng xff vdi nhan vien.
Nhin chung, v^ ban chd't, CSR la nhffng hoat dgng tff thdn cua doanh nghiep khdng chi mang lai ldi ich tot dep cho chinh ban than doanh nghiep, md cdn ddng gdp vdo sff phdt tridn ben vffng ciia cdng dong.
Long trung thdnh
Oliver (1997) dinh nghia, long trung thdnh la sff cam ket cua khdch hang ve viec mua hang Idp lai dd'i vdi hdng hda hode dich vu trong tffdng lai, cho du hg hi dnh hffdng bdi cac tde dong ngoai cdnh hay edc no Iffc marketing cd the lam thay ddi hdnh vi ciia khdch hdng.
• Khoa Kinh te - Quan tri kinh doanh, Trifdng D?i hpc Da L?t
" Ngan hang Agribank Lam D6ng
Nsd\ nhdn hdi • 11/05/2020: Ngdv phan hien: 21/05/2020: Ngdy dayft ddng: 29/05/2020 166
Mot so nghidn ciJu da chi ra, cac doanh nghiep quan tam dd'n nhffng nhdn td' anh hffdng de'n Idng trung thanh khdch hang, bdi vi ho tin rang, khdch hang trung thdnh se ddn de'n ldi nhudn. Chinh vi vdy, long trung thdnh eua khach hang dffde xem nhff mdt muc tidu thid't yd'u eho sff ton tai vd phdt trien eua mdi doanh nghiep, nen vide xdy dffng nen tang long trung thanh eua khdch hdng da trd thanh muc tieu ldn trong edc chffdng trinh marketing (Kotler va cgng sff, 2008).
Niim tin
Niem tin ciia khdch hang dffdc dmh nghia Id sff tin tffdng ve san phd'm hoac dieh vu eua nhd cung cap theo hffdng dem lai ldi ieh lau ddi cho ngffdi tieu dCing (Crosby vd cdng sff, 1990).
Niim tin eua khdch hdng thffdng dffdc hinh thdnh tren nhiiu nhan to': sff hdi ldng, cung cap chat Iffdng dieh vu phil hdp, dap ffng nhu cau ciia Idiaeh hdng, dd^i xff trung thffc va cdng bang vd tif tin ring doanh nghiep ludn lam nhffng dieu td't nhd't eho khdch hdng (Delgado- Ballester vd edng sff, 2001; Liljander va Roos, 2002). Niim tin cua khdch hang dac biet quan trong cho sff l6n tai vd phat trien lau ddi ciia td' chffc, vi khong ed niem tin se khdng cd sff tffdng tdc giffa cde bdn. Do dd, niem dn la chia khda quyd't dinh mo'i quan he lau dai giffa khdch hdng vd doanh nghiep.
Sy" gdn kdt khdch hdng dd'i vdi doanh nghidp
Gan kd't khdch hdng vdi doanh nghiep dffdc dinh nghia la trang thdi nhan thffc gan bd, ke't nd'i va sff dong cdm ciia ngffdi tieu diang do'i vdi tS ehffe (Sen va Bhattacharya, 2001), dffdc dffa ra bdi mdt qua trinh ddnh gia chu quan giffa td chffc va hdnh vi ngffdi tidu diing (Ashforth vd Mael, 1989). Gan ket khdch hdng se mang lai nhieu ldi ich thie't thffc cho doanh nghidp, chang han nhff: tang doanh thu, tdng ldng trung thanh dd'i vdi sdn pham, thffdng hieu, tdng sd' lan mua hdng, giam ty le rdi b6 thffdng hieu, tdng ty le mua cac sdn pham vd dich vu edng them. Do dd, sff gan kd't khaeh hang dffdc coi Id mot don ba'y quan trgng cho vide gia tang ldi nhudn ciia doanh nghidp.
Sfi hdi long
Kotler (2001) cho rang, sff hai ldng ciia khdch hang Id mffc dd trang thai cam xijc cua mdt ngffdi bdt ngu6n tff viec so sdnh kd't qud thu dffdc thdng qua tieu diing sdn phaWdjch vu vd nhffng ky vgng
Economy and Foiecast Review
HINH: MO HINH NGHIEN CdU
cua khach hdng. Kotler xac dinh sir hai long dffa tren 3 mffc do: (1) Neu ke't qua nhan dffde it hdn mong ddi, thi khdch hang se cam thd'y khdng hdi long; (2) Ne'u ke't qua nhdn dffde nhff mong ddi, thi khdch hdng se edm tha'y hdi long; (3) Ne'u kd't qud nhdn du'dc vffdt qua sff mong ddi cua khdeh hdng, thi hg se cam tha'y ra't hdi long dd'i vdi dich vu dd. Cha't Iffdng san pham, dieh vu CO the cai thien sff hai long cua khdeh hang vd sau nay cd the khuye'n khich nhffng mong muon tich cffc cua khdch hang. Diiu nay eho thay, mgt khi dat dffde sff hai long tff khach hang, doanh nghidp se tao dffdc thffdng hieu, cung nhff nguon khaeh hang trung thanh ldn sdn sang dong hanh vdi doanh nghiep trong tffdng lai.
Md hinh va gia thuyd't nghidn cihi
Nghien effu eua Beomjoon Choi vd Suna La (2013) chi ra rang, CSR cd tde dong tieh cffc de'n niem tin vd long trung thdnh eua khach hang; niem tin cua khdch hang ddng vai tro la bie'n trung gian quan trgng trong phuc hoi dich vu.
Trong khi dd, md hinh nghien effu ciia Arikan va Giiner (2013) eung ed'p mot bffe tranh tong quat vl dnh hffdng cua ca CSR va chat lifdng dich vu dd'i vdi edc nhan id' lien quan den khdeh hdng, nhff: gdn ke't khach hang, sff hai long cua khdch hang vd long trung thdnh ciia khaeh hang. Cam ke't ve CSR ed tdc ddng tich cffc trong viec eiing cd'long trung thanh ciia khach hdng vd sff hai long ciia khdch hang.
Nghidn cffu cua Patricia Martinez va cdng sff (2013) md td anh hffdng eiia CSR dd'i vdi long trung thdnh cua khaeh hang, niem tin, gan ke't khdeh hdng vdi doanh nghiep. Trong do, sff hai long dffdc xem nhff bie'n trung gian tdc ddng thuan ehilu de'n long trung thdnh ciia khach hang. Trong md hlnh dffdc d l xua't, CSR anh hffdng gian tie'p de'n long trung thanh thdng qua cac nhdn td'; Niim tin; Gdn ke't; Sif hai long.
Tham khao nhffng nghien cffu di trffde va lien he vdi bd'i canh thffc te* tai Viet Nam, nhdm tac gid lifa chpn va ke thffa md hinh nghien cffff ciia Patricia Martinez va cong sff (2013) de ldm cd sd cho nghien cffu ciia minh. Md hlnh nghien cffU dffde trinh bay tai Hinh.
Gia thuye't nghien cffu dffde phat bieu nhff sau:
HI: Niem tin ed tdc ddng den long trung thdnh ciia khdeh hang;
H2: Gan ke't khdch hang vdi doanh nghiep ed tde ddng de'n long trung thanh ciia khdch hdng;
H3: Sff hdi long cd tde ddng de'n ldng trung thdnh ciia khdch hdng;
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BANG !: TOM TAT CAC THANG DO Thang do
Trach nhiein \a hui ciid doanh n^hicp(C,SR) GfinkG'KCCI) Sif hai long (SAT) Ni^miin(TRU) Long tiling thanh (LOY)
S&'bie'n quan sat fi 5 A 5 6
Trich tiif nghiSn cffu Brown & Dacin (1997): Tran Ngii>en Khanh Hai.
NguyIn QuangThu(2018) Lac()euilhe(2000) Cronin va cong sif (2000) Delgado-Ballester va cong su' (2003) Fullerton (2005 ). Johnson va cong sU (2006)
BANG 2: KIEM DjNH CRONBACH'S ALPHA cAC KHAI NIEM Bien
quan sat
Trung binh thang do neu loai bien
Phi/dng sai thang do net! loai bien
He s6' tu'dng quan bien - tong
MGHIEM c d u Cronbach's Alpha
neu loai bien 1. TrSch nhiem xa hoi: a = 0.880
CSRI CSR3 CSR4 CSR5 CSR6
15 43 15 40 15 53 L5.46 15.43 I . G^n ket khach hkng vdi dof
ecu
CCI2 CCI3 CCI4
11 44 11.41 11 49 11 50
6 015 6.0%
6 051 6.146 5 724 mh nghidp: a = 0.8 4,351 4 180 4-478 4 306
687 701 683 707 788 i3
714 765 .724 .778
860 857 861 856 836 ,861 841 857 837 I. Strhailong: a = 0.858
SATI SAT2 SAT.^
SAT4 SAT5 SAT6
19.14 19,11 19,13 19.10 19.1!
190!
8 991 8 861 8 556 9 004 9 915 9,024
674 653 666 .662 ,579 663
,830 .834 .832 .832 .847 .832 i N i ^ m t i n : a = 0.838
TRUI TRU 2 TRUI TRU4 TRU5
15.39 15.30 15.41 15.36 15 42
5 154 5,065 5 151 4 794 5,585
642 660 656 ,705 ,544
806 801 802 787 831 5. Long tmng thanh: a = 0.851
LOY!
L0Y2 LOY3 LOY4 LOY.'i L0Y6
18..SI 18.4.1 18.54 18.46 18.60 18.35
14,237 14,163 L3 686 14,112 14 529 16 283
.666 .661 -633 .680 .638 550
.820 ,82 i -828 ,817 ,826 842 BANG 3; KIEM DINH E)Q TIN CAY THANG DO
i
NhSn to Trach nhiem \.'i hui Can ket khach haii^ \ I'l con- i\
Su-hai long
So bien quan sat 5 4
Niem tm ' 5
-
Long trung thanh | 5 DO tin c^y Cronbach's
Alpha 0 880 0 S83 0,847 0.838 0 842
(CR) 0.881 0 883 0,848 0.840 0.844
.AVECc) 59 "-0 (>5 45 52 72 51,.36 51-97
H4: Cae hoat ddng CSR eua doanh nghiep co tdc ddng de'n viec gdn ket khdch hang vdi doanh nghiep;
H5: Hoat dgng CSR eo tdc dpng de'n niem tin eiia khach hang;
H6: Hoat ddng CSR cd tac ddng de'n sff hdi long cua khdch hang;
H7: Sff gdn ke't eiia khach hang ddi vdl doanh nghiep cd tde ddng den sff hai long cua khdch hang;
H8: Niem tin ciia khdch hang cd tdc dong de'n sff gdn ke't ciia khdch hdng dd'i vdi doanh nghiep;
H9: Niem tin eua khaeh hdng ed tac ddng de'n sff hai long cua khdch hang.
PHliONG PHAP NGHIEN CCu Nghien cffu dffde tie'n hdnh thdng qua 2 giai doan la nghien cffu sd bg va nghien effu ehinh thffe. Trong nghien euXi sd bg. nhdm tae gia sff dung phffong phdp phdng va'n sau, phdng va'n mat dd'i mat (face to face) de kiem tra mffe do hieu ciia ngffdi dffde phong van dd'i vdi thang do gd'c, hieu ehinh, bd sung hoac loai bd nhffng bien khdng phu hgp cho nghien cffu. Dd'i tffOng dffdc phdng van la nhffng ngffdi deu dung tai TP. Da Lat va ca'p quan ly eiia Vinamilk. Nghien cffu chinh thffc dffdc lien hanh bang phffdng phdp nghien cffu dinh Iffdng thdng qua phdng van trffc tiep khach hdng bdng bdng cau hoi ehinh thffc (ed mau n = 292). Thdi gian khao sat tff thang 12/2019 de'n thang 3/2020. Thang do nghien cffu dffde trinh bay tai Bang 1.
KET QUA NGHIEN CLfU Danh gia dg tin c3y thang do Nhdm tac gia SIJ" dung he so' Cronbach's Alpha de do Iffdng do tin cay ciia thang do cac nhan td' trong md hlnh nghien cffu. Cac bie'n quan sdt cd he so' tffdng quan bie'n tdng (Item - total correlation) < 0.3 se bi loai va tieu chuan chon thang do khi nd cd do tin cay tff 0.7 trd len (Nguydn Dinh Tho, 2011). Vdi 28 bie'n quan sat thudc 5 thang do ban dau, sau khi kiem dinh cd 2 bie'n quan .sdtCSR2. CC15 bi loai. Nhff \ a \ . cdn 26 bie'n (Bang 21 du'dc dffa \ a o phan tich nhan tdkhdm pha (EFA).
Phdn tich EFA
Phdn lich EFA di/dc thffc hien vdi phep trich Principal axis factoring vd phep quay Promax. Cd 5 nhan to dffdc
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rut trich (dung bang sd nhdn td cua mo hinh nghien cffu de xua't). Cd 2 bie'n quan sdt bi loai qua phan tich nhan td'.
Cdc bie'n quan sat dffde giff lai cd he so' tai nhdn td' (Factor Loading) dao dgng tff 0.512 de'n 0.876 (> 0.5).
He so' KMO cd gid tri tff 0.898 de'n 0,909 (> 0.5); kiem dinh Bartlett co Sig.
= 0.000 (< 0.05), nghTa Id cae bie'n cd quan he vdi nhau. Dieu nay eho tha'y, phan tich EFA la rat thich hdp.
Tai mffc gid tri Eigenvalues = 1.470 (>1.0), EFA da rut trich dffde 5 nhan to' tff 24 bie'n quan sdt vdi tdng phffdng sai trich Id 56.814% (> 50%) vd khdng cd nhan to' mdi dffdc hinh thdnh so vdi md hinh nghien effu de xua't ban dau.
De dam bao do tin cay cua cac thang do, nhdm tdc gia tie'p tuc thffc hien Cronbach's Alpha dd'i vdi 24 bie'n quan sat thude 5 nhan td' dffdc giff lai sau khi phan tich EFA, Ke't qua phdn tich eho tha'y: thang do 5 nhdn Id' rut trich dffdc sau phan tich EFA ddp ffng dffde cdc tieu chuan ciia phdn tich Cronbach's Alpha.
Dieu nay cd nghia rang, cac thang do nay dam bao to't do tin cay de thu'c hien tie'p cdc phdn tieh tiep theo.
Phdn tich nhSn to'khang dinh (CFA) Md hinh tdi han co GFI = 0.890; TLI
= 0.930; CFI = 0.938; CMIN/df = 1.893 va RMSEA = 0.055. Nhff vdy, td't ca cac chi tieu ddnh gia mffe dp phu hdp vdi dff lieu cua thi trffdng deu thoa man yeu clu. Vl the', md hinh nay phCi hdp vdi dff lieu ihi trffdng.
Theo Bang 3, he so' tin cay tdng hdp (CR) dao dgng tff 0.840 de'n 0.883 (> 0.70) va long phffdng sai trich (AVE) dao ddng lff51.36% dd'n 65.45% (> 50%).
Ben canh do, cae he sd' lai ciia cac bie'n quan sdt len nhan to' tffdng ffng ed gia tri dao ddng Iff 0.603 de'n 0.862 (> 0.50).
Tff dd, ed the ke't luan rang, edc thang do thanh phan trong mo hlnh nghien euXi dam bao do tin cay vd gid tri hdi tu.
Mat khac, ta't ed cde he so'tffdng quan ffdc Iffdng lien ke't vdi sai so'chuan (S.E.) cho p deu < 0.05, nen he so'tffdng iffdng quan ciia tffng cap khdi niem khde biet so vdi I d do tin cay 95%. Do dd, cac khai niem dat dffdc gid tri phan biet.
Kid'm dinh mo hinh ly thuye't chinh thffc bdng SEM
Ke't qua phan tich ca'u true tuye'n linh SEM vdi phffdng phdp ffdc Iffdng ML vd bootstrap 500 lan cho bie'l, gid in Chi- square cd p = .000 (Chi-square = 458.100).
Econoniv and Forci-.i'-i Re\n;
BANG 4: KET QUA KIEM DINH CAC GIA THGYE'T Md'i quan h$
HL TRL CO tac dCrng cung chieu den LOY H2, CCI CO tac dong ciing chieu den LOY H3 SAT CO tac dong CLing chieu den LOY H4. CSR cd tac dong Cling chieu den CC!
H5 CSR CO tac dong ciing chieu den TRU H6: CSR CO tac dong ciJng chieu de'n SAT H7. CCI CO tac diing cilng chieu de'n SAT H8, TRU CO tac dong cilng chieu den CCI H9 TRU CO iac dong cung chieu den SAT
H$ s& hoi quy chifa chuS'n hoa
0416 0.234 0.266 0.358 0 522 0 223 0 135 0 388 0.327
Gia tri p (p < 0.05) 0 000 0 005 0,01 1 0.000 0-000 0.001 0.034 0 000 0 000
H$sd^h^>iqu\
da chuSn hua (p)
0,.337 0.209 0,202 0.345 0,555 0.254 0.159 0351 0 349
Ki^m dinh gia thuy&'l
Chap nhan Chap nhan Chap nhan Chap nhan Chap nhan Chap nhan Chap nhan Chdp nhan Chap nhan
nhiTng Chi-square dieu chinh theo bde iff do CMIN/df cd gia tri la 1.885 (ddm bao yeu cau nho hdn 2.00). Ngodi ra, edc chi tidu khdc deu dat yeu cau: GFI = 0.890; CFI
= 0.939; TLI = .930; RMSEA = .055 « .080). Nhff vdy, md hinh nay phii hdp vdt dff lieu thu thdp tfflhi trffdng.
Theo Bang 4, iffdng quan giffa cdc md'i quan he trong md hlnh deu cd y nghia thd'ng ke (p < 0.05). VI vdy, ede gia thuye't nghien effu de xuat dirde ehd'p nhan.
Tff ke't qua nghien effu cho tha'y, CSR dnh hffdng manh de'n Niem tin eua khach hang (P = 0.555). Dong thdi, cde nhan to': CSR; G5n ke't khdeh hdng vdi cdng ty; Niem tin; Sff hai long deu cd lac dpng phu thudc ldn nhau va tde ddng tieh effe len Ldng trung thdnh ctia khach hang ddi vdi san pham sffa Vinamilk. Trong dd, Niem tin cd anh hffdng ldn nhat (p = 0.337) de'n long trung thanh khdch hang, tie'p theo la Gdn ke't khach hang vdi cdng ty (p = 0.209) va Sff hai long (P = 0.202).
KET LUAN VA HAM Y
Ket qua nghien cffu dd chi ra. hoat ddng CSR cd lac dgng tieh cffc de'n Ldng trung thanh cua khdch hang thdng qua cac nhan to: Niem tin; Sff gan ke't khach hang ddi vdi doanh nghiep; Sir hdi long cua khdch hang. Tren ed sd dd, de nang cao long trung thanh eua khach hdng, nhdm tac gia kie'n nghi Vinamilk can lap trung nhieu hdn vao ede hoat ddng mang linh trdch nhiem xa hdi.
Cu the, Vinamilk nen chii trgng dp dung md hinh kmh te'tuan hodn hffdng de'n vice sff dung hieu qua lai nguyen thien nhien irong toan chudi gid tri, tff san xudt tdi lieu diing va qua trinh phuc hdi. thiic day .sff dung cdc san pham vd dich vu cdng nghe cao, tff dd ldi ffu hod vice su'dung cdc ngudn tai nguyen.
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Ben canh do, thiet lap chien Iffdc phdt trien ben Ngodi ra, can tdng cffdng truyen thdng, vffng, xay dffng va thffc hien cdc tidu chuan CSR trong quang ba cdc hoat ddng CSR cua Vinamilk tffnggiai doan, dam bdo an toan mdi trffdng va dao dffc de'n khdch hang thdng qua cdc phffdng xd hdi. Ap dung cdng nghe ky thuat so vdo trong san tien thdng tin dai chung, nhff: Facebook, xuat nham giam chi phi, tie't kiem nguyen lieu vd giam bao, website ciia Cdng ty... nham ndng tdc ddng mdi trffdng. cao ty Id nhdn biet cdc hoat ddng CSR, Mat khac, Vinamilk c^n hffdng d^n mgt mdi trffdng cung nhff hlnh thffc the iiien CSR hffdng ldm vide td't nhd't cho ngffdi lao ddng dap ffng cdc diiu den mue lidu phdt trien bin viJng, cung ed kien: lao dpng an todn, chdm sdc sffc khoe ngffdi lao thdm danh tie'ng eua Vinamilk trong ldng ddng, che' do ldm viee dam bao Idi ich vd quyen ldi eua khach hang, ndng cao niem tin va sff gdn ngffdi lao dgng. ke't ciia khdch hdng.Q
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