KINH TE 51 ; TRUNG TAM THUONG MAI XAY DUNG LONG TRUNG THANH CUA KHACH HANG NHU THE NAO? TS. Hoting Thi Phicong Théo! Vit Thi Kim Dung? TOM TAT Nghién ciru nay nham muc tiéu xéc dinh céc yeu t6 tao nén long trung thanh cia khach hang déi voi Trung tam thuong mai (TTTM). Nghién cteu dinh tinh (n=8) va dinh lucgng (n=150) ducoc thc hign dé kham pha va khang dinh cdc yéu t6 tao nén long trung thanh cia khdch hang. Phép thong ké mé ta, phan tich nhdn t6, hoi quy béi duege ding cho phén tich dit liéu va kiém dinh cdc gia thuyét dé ra. Cac yeu t6 tao nén long trung thanh cia khach hang d6i voi TTTM gém co khong gian vit chat, gid'tri hang héa, dich vu hé tro, va chwong trink khéch hang than thiét. Két qua nghién cicu gitp nha quan trj hiéu biét ro hon vé mike d6 trung thank ctia khéch hang va cdc ngu y chinh sdch xay dung lng trung thanh ctia khéch hang déi voi TTTM. Tir kha: Long trung thénh cia khach hang, chwong trinh khach hang than thidt, hinh anh chic nang, hinh anh tam LY, trung tam thuong mai. ABSTRACT The aim of the study is to define elements of customer loyalty for the shopping centers. The qualitative research (n=12) and quantitative research (n =150) are carried out to explore and confirm factors that are creating customer loyalty. Descriptive statistics, exploratory factor analysis and multiple regressions are used to analyze the data and test the hypotheses. The elements that make up the loyalty of customers for a shopping center include physical place, value of goods, services support, and loyalty programs. Research results help managers better understanding the level of customer loyalty and the implied policy of building customer loyalty for the shopping centers. Keywords: Customer loyalty, loyalty program, shopping center, functional image, emotional image. 1. DAT VAN DE Diéu cét yéu ciia mét doanh nghiép chinh 1a tim kiém va gidt chan dugc khach hang. Néu doanh nghigp cé nhiing khach hang trung thanh thi gan nhu chac chan cdc khdch hang d6 sé chon san pha cia doanh nghiép thay vi san phim cia céc d6i thu canh tranh. Khach hang trung thanh khéng chi sir dung san pham, chinh, ho sé mang lai nhiing khach hang méi cho doanh nghiép 6 vi mét ly do don gin 1 ho muén nguéi than, ban bé ciia ho str dyng ciing mét Joai san pham nhu ho. Ho la nhiing khéch hang sé bao vé thuong higu cla doanh nghiép ta va tiép tuc ing h@ doanh nghiép, ho ciing san lang bo qua cho doanh nghiép ta néu déi tic ta pham sai sot. ‘Pio traing Khoa Bao tao sau dat hoe, Trung Bai hoe Mé TP. HCM. 'Céng ty TNHH Parkson Viét Nam.82 TAP CHI KHOA HOC SO 3 (26) 2012 Tuy nhién, vige xay dung lye hrong khach hang trung thinh khong phai la van dé don gian, dac biét khi khich hang ngay nay cé nhiéu la chon trong thi trong gia tang mang tinh toan cau, ho tré nén ky tinh hon khi quyét dinh nhimg gi ho sé mua. Déi voi nha ban lé, viée c6 dugc long trung thinh cita khaéch hang la mot thir thach Thi trudng ban 1é tai Viét Nam van con kha khiém tén sau 5 nam gia nhap WTO, song thj trrdng da khdi sc va nganh cong nghiép ban lé Viét Nam ngay cang khang. dinh vai trd va vj tri trong kinh té dat muéc voi vi tri ding, trong top 15 thj truéng ban le hp dan nha dau tr nude ngoai. Theo Téng Cuc Théng Ké (2011), tuy tinh hinh Jam phat va nén kinh té khong én dinh, song \ng mic hang héa ban lé va doanh thu dich vu tigu ding mudi mot thang nam 201] ting 23,5% so véi cing ky nm truéc. Xu huéng ban lé chuyén dan tir hinh thitc truyén thing sang hién dai. Ngoai cdc siéu thj da quen thuge véi ngudi dan Viet thi logi hinh ban 1é hién dai khde nhw cae trung tm thuong mai (TTTM) Diamond Plaza, ZenPlaza, Parkson, Now Zone, Vincom, v.v... cling dang phat trién manh mé. Mire song cia ngudi dan cang tang doi hoi tie chuan cing nhu chat lugng hang héa/dich vu cao hon, Véi truéng trén, cdc doanh nghiép ban 1é can vugt qua thach thite, thu hit lrgng khach hang dén v6i TTTM va viéc xay dung long trung thanh ciia khdch hang tré thanh mét trong nhimg van dé quan trong quyét diah sur ton tai cia doanh nghiép. Do dé, myc dich ciia dé tai nghién citu nay 1a xéc cae nhan t6 tao dyng nén Jong trung thanh, cia khéch hang tai TTTM, mét van dé dang quan tm trong linh vue ban 1é hién dai tai Viet Nam hign nay. 2, LY THUYET VA GIA THUYET NGHIEN CUU “ 2.1. Lang trung thanh duge xem la m@t Igi thé canh tranh quan trong cia cc doanh nghiép. Long trung thanh cua khach hang cang tng bao nhiéu thi kha nang sinh Igi ciia cong ty cang hii nhiéu. Theo Anderson va Jacobsen (2000), long trung thanh, 1a két qua ciia mét doanh nghiép tao ra Igi ich cho khach hang dé khach hang sé tiép tue mua hang ciia doanh nghiép do. Oliver (1997) cho rang léng trung thanh cia khach hang la m6t cam két chac chan é lui toi hay thye hién viée tiép tye mua mét sin pham hay dich vu yéu thich nao 46 trong tuong lai mac cho nhiing tac dong, marketing ngan han cia cae 46i thi khée nhim 16i kéo khéch hang. Anton (1996) huu y ring khi mét doanh nghiép cé thé lam gia tang long trung thanh cia khach hang thi dé sé la mt banh da higu qua nho vao vige: - Khach hang sé tiép tuc mua san phdm/dich vu ma ho yéu thich tai doanh nghiép 46. ~Khdch hang c6 thé mua cac loai san phdm khéc bén tai doanh nghiép. ~ Khach hang chap nhan tra gia cao hon do thich dich vy cita doanh nghigp 46. = Quang ba truyén migng tich cue dén khach hang khdc. Tuy nhién long trung thanh khéng phai [a tén tai mai mai vi khach hang chi tigp tuc mua hang khi ma ho cam thay gid tri ma ho nhan duge tir doanh nghiép nay tt hon tir cdc doanh nghiép khac. Dé dam bao duy tri lang trung thinh khach hang, doanh nghiép phai du bao duge nhu cau cia khach hang vé san pham va dich vy. 2.2. Hinh anh TTTM 4a va dang tris thanh mdt cong cy marketing dic le cho cdc nha quan tri trong inh vue ban 1é vi hinh anh trong tam tri khach hang cang tét thi lugng khach hang dén trung tm cang nhiéu, do dé sé cé nhiéu khach hang mua sim tai trung tam, Néi eich khéc, hinh anh TITM la mét nhan 16 quan trong vi vi kbach hang quyét dinh di mua sim 6 dau con phy thude vao cém nhgn cla ho vio cdc noi mua sim ma ho cé thé Iya chon.KINH TE 53 Hinh anh cia TTTM duge mé ta nhu la an tuong chung trong tém tri ctia khach hang, két qua cia mt qué trinh danh gid cia khach hang vé TTTM va tich hgp nhimg cam nhan cia khach hang vé TTTM dua trén cdc thuéc tinh néi bat clla TTTM 46 (Aydin va Ozer, 2005). Cac danh gia va cam nhan nay duge dya trén cdc thudc tinh chite ning va cdc thuge tinh tam ly cua TTTM (Baker & ctg, 2002). Cac thude tinh chite nang lién quan dén céc yéu t6 hi hinh cia TTTM ma khach hing dé dang nhan ra nhu két cdu xay dung, co sé vat chat, hang héa trong trung tam; trong khi do cdc yéu t6 tam ly lién quan dén sy v6 hinh dya trén cam xitc cua khach hang khi huéng thy dich vy nhu bau khéng khi cia TTTM va thai 46 phyc vu cia nhan vign ban hing. Anh Incéng ctia thuge tinh chic nang cia TTTM dén long trung thanh cia khach hang C6 thé ndi dja diém va thiét ké cua TTTM dong vai tro moi goi khach hang bude vao TTTM mua sim vi khach hang co thé thich TTTM ngay tir kién trac toa nha va cach trung bay hang héa qua cira kinh (Baker & ctg, 2002). Trang thiét bi hién dai bén trong TTTM gitip cho viéc mua sim tro nén thugn tign gop phan téc dong dén sy quay Iai cla khdch hang, dac biét d6i voi khach hang chu trong vé théi gian. Sy da dang vé hing héa cia TTTM duge khach hang dé cao khi Iya chon TTTM. mua sim. Chinh sach gid cing tac d6ng dén viéc Iya chon va quay lai TTTM cia khach hang. Oliver (1997) cho ring khach hang thudng danh gid tinh hop ly ciia gia ca hang héa dua trén chat lung san pham va dich vy. Néu khach hang cam nhan gia hop ly, ho sé sin long mua san pham/djch vu d6, nhung néu cam nhan nguge lai ho sé c6 xu huréng khong mua ching Tom lai, nhimg hinh anh néi bat nhat gay cuén hat khach hang ghé tham va quay tro lai TTTM 1a éac thuée tinh (1) chite ning bao quat bao gém su thugn tién cia dia diém, kién tric xdy dug va co sé vat chat, va (2) chtte nang chi tiét gam c6 sur da dang, thuong higu va gid hing hoa 46. Cé hai gia thuyét lién quan dén thude tinh chite nang 1a: Hla. Dia diém vat chat cia TTTM tac d6ng thuan chiéu dén long trung thanh ciia khéch hang. Hb, Gia tr) hang héa cia TTTM tic d6ng thuan chiéu dén long trung thanh cla khach hang. Anh, huéng cia thudc tinh tam ly clita TTTM én long trung thanh cua khach hang Khi mua sim, khéng khi TTTM sé co tac dung kich thich cam gidc thoai mai, vui vé ciia khach hang, anh huong dén quyét dinh mua hang hay rit lui. Theo nghién ciru cua Strauss & ctg. (2001), hau hét khach hang durge héi bi tac déng boi am nhac trong TTTM khi ho mua sim. Khéch hang cam thay thu gin va danh nhiéu thoi gian mua sim hon tai TTTM nhé vao am nhac. Ngoai ra, anh séng trong TTTM giup “Khdch hang chi ¥ vao hang héa trmg bay, nho dé khach hang cé nhiéu kha nang mua san phim 46. Vay khéng gian mua sim trong TTTM tac déng dén thoi quen mua sim cia khacti hang. G loai hinh ban Ié, dich vu hé tro khach hang trong 46 nhan vién phyc vu dong vai tré rat quan trong (Baker & ctg, 2002), vi n6 tac dong truc tiép dén tam ly cua khach hang. M6t TTTM véi dich vu cao cp céng véi hinh anh mot doi ngii nhdn vién chuyén nghiép, lich su sé gop phan nang cao uy tin cia trung tim. Thém vio dé, ndng’lye phuc vu cia nhan vién gitp qua trinh phyc vu dign ra nhanh chéng va thoai mai, cing anh hudng dén tam ly va quyét dinh mua hang cia khdch hang, Nhu vay, co hai khia canh tam ly anh hudng dén long trung thanh ciia khach hang vdi hai gia thuyét dugc dé nghi la:54 TAP CHI KHOA HOC $6 3 (26) 2012 H2a. Khong khi mua sim trong ‘TTTM. téc.d6ng thuan chiéu dén long trung thanh eta khéch hang. H2b. Dich vy hi tra ciia TTTM tac d6ng thuan chiéu dén long trung thanh cua khach hang. 2.3. Chung trinh khach hang than thiét dugc xem la mét hé théng tich hop cac hanh vi marketing nham lam cho khéch hang trung thanh hon théng qua viée phat trién méi quan hé cé nhan véi khach hang (Yi va Joen, 2003). Doan nghiép thyc hién chung trinh khach hang than thiét thing nhim dén viéc thu thap théng tin khéch hang nhim nan dién 1 hon chan dung Khach hang cla minh, Céc théng tin thu thap duge bao gdm nhan khau-dia ly hoc, trinh khdch hang than thiét nhim nang cao tinh rang buéc gitta khach hang véi doanh, nghiép ho&e san pham va dich vu thong qua nhing quyén Igi thuéng cho khach hang than thiét cua minh nhu chiét khéu, tich diém tng, phiéu qua tang dé khuyén khich vige tiép tue mua hang hode kich thich khach hang thuéng xuyén mua sim va déng y tra gid cao (O'Malley, 1998). Chuong trinh khdch hang than thiét vd long trung thénh ciia khach hang Khi trong tam cia TTTM chinh 1a khach hang, thi chwong trinh khéch hang than thiét c6 thé duge coi 14 mét phuong, tign gitip ting ldng trung thanh cia khach hang d6i voi TTTM, giam di mirc nhay vé gid, lam mat su himg thi cia khdch hang vé nhimg sin pham dich va cua TTTM khac, gitp tang hd try quing ba truyén miéng, cing nhw gia tang sifc mua tir khach hang. Theo Hung (2008), nhimg khéch hang to thanh thanh vién cia chuong trinh khach hang than thiét cia TTTM sé thoa man hon va tir 46 tung thanh hon voi TTTM. Va néu chuong trinh du strc h4p dan thi chuong trinh con ldi kéo duge khach hang khac chuyén sang mua tai TTTM, va tir dé tao ra nhiéu khach hang hon. Mét myc dich khéc nita chinh a vige mua chéo, c6 nghia la khach hang c6 thé mua san phém dich vu khac ma truéc day ho chwa timg mua tai cing TITM ma ho yéu thich (Uncles & ctg, 2003). Gia thuyét duge dé nghj la: H3, Chuong trinh khach hang’ than thiét tac dong thuan chiéu dén long trung thanh cia khach hang. ; 3. PHUONG PHAPNGHIEN CUU Dé tai str diing hai phuong phap: (1) nghién citu dinh tinh dé khém pha va phat trién cdc thang do Iréng, (2) nghién ciru dinh hrong dé kiém dinh thang do0 va két ludn vé céc gia thuyét da dat ra. 3.1. Nghién ciru dinh tinh duge thye hign théng qua ky thuat thao ludn nhém. Cuée théo Iudn nhim thim dé y kién khdch hang vé cdc bién quan sat ding dé do long cac nhan t6 anh huéng dén long trung thanh déng thé xéc dinh danh séch cae TTTM can duge nghién ciru, Mau thao luan nhém gém 12 khéch hing 6TRHCM thuéng xuyén mua sim tai TTTM, trong 46 06 4 nam va 8 nit, dé tudi tir 25 dén 45, thu nhap tir 5-30 triéu déng/thang, so hitu it nhdt | thé thanh vién cia TTTM tai TP. HCM va mua sim tai TTTM it nhat | lan trong 3 thang gan nhat. Mé dau budi thao Iudn, dip vién duge yéu cau ligt ké cdc TTTM ma ho biét tai TPHCM va cam nghi cia ho vé hinh anh chire ning va tim ly cia TTTM, vé chuong trinh khach hang than thiét va Jong trung thanh cia khach hang. Sau 46, 26 cau phat biéu dua trén ly thuyét phan anh cac nhan t6 anh huong dén long trung thanh cia khéch hing duge dua ra. Cac dap vién duge yéu cdu nhin xét céc phat bigu trén vé tinh phi hop vdi béi canh mua s§m ciia ho. Néu can thiét dép vién cé thé dé nghi thay déi, luge bé hay bé sung cau chit trong tig phat biéu.KINH TE 55 Khi duge hoi vé hinh anh dau tiép trong tam tri dap vién vé TTTM thuong xuyén mua sim, ho déu cho biét TTTM ma hp mua sim {a TTTM cao cép, khéng, gian mua sim dugc trang tri dep, sang trong. Hang héa da dang va phong pho. Khoang 2/3 dap vién dé cap dén tinh chuyén nghiép cia dich vu hé trg khach hang voi hinh anh nhan vién ban hang an mac dep va nhiét tinh gidi thigu san pham. Dap vién da dé cAp dén tinh hau ich toan dign cia TTTM nhu céc dich vy tign ich tai khu vuc dm thyc, vui choi giai tri khi di mua sim. Hau hét cdc dap vién cho ring hang héa, nhan vién ban hang, khéng khi mua sim, dich vu khéch hang, gid va dia diém thuan tign la nhing yéu to quan trong anh huémg dén quy: chon TTTM dé mua sdm. Theo ho vige sé hitu thé thanh vién 1a quyén loi ctia khach hang khi mua sim thudng xuyén tai mét TTTM. Két qua thao ludn nhém cén cho thay lép té cd xu huéng thich di ngdm va tua chon hang héa tai nhiéu TTTM, trong khi nhing ngudi Ién tudi ky hyéng hon khi la chon mét TTTM dé mua sim. M@t khi ho da thich mét TTTM nao d6, thi sé trung thanh véi TTTM d6 nhiéu hon nbiag ngudi tré tdi, Ning khach hang da lap gia dinh cé théi quen di mua sim thudng xuyén hon nhing ngudi con déc than. Ngudi thu nhap cao cé kha nang tai mua tai TTTM hon, Tir két qua khém phé trong nghién citu dinh tinh, mde gia thuyét duge dé nghi H4, Mite d6 trung thanh voi TTTM sé khae nhau gitra cde nhém khach hang c6 dac diém tudi, thu nhap va tinh trang gia dinh khac nhau. Nam TTTM dua chon vao nghién cru dinh Iugng dé la: Parkson Saigon Tourist Plaza (Quan 1), Diamond Plaza (Quan 1), Now Zone (Quan 1), Parkson Hung Vuong Plaza (Quan 5), Parkson CT Plaza (Quan Tan Binh). Bén bién quan sdt 44 bj logi bé do khéng phi hgp véi ng canh nghién clu va mot bién duge dua them vao, Cuéi cling ¢6 23 bién thé hign : 17 bién hinh anh thuong higu, 3 bién churong trinh khach hang than thiét, 3 bién tong trung thanh cia khéch hang. 3.2, Nghién ettu dinh lugng m6 diu bing vie xac dinh cdc thang do céc kl nigm chinh cia nghién cia dya trén két qua thao luan véi khach hang. Ké hoach chon mau duge xay dung, qua trinh thu thap théng tin dugc tién hanh. Ké do viée xtr ly dit ligu véi cdc phép théng ké quy b9i va ANOVA durgc thyc hign dé két luan cdc gia thuyét nghién citu. Déi trgng duge khao sat 1a nhiing khach hang eda 5 TTTM tai TP. HCM. Qui mé mau ké hoach 1a 150 khach hang durge chon theo phuomg phép dinh mire voi ti Ie 20% cho méi TTTM. Phuong phap phong cd nhan tnre tiép duge thyc hién. Qua trinh sing loc timg dap vién duge thyc hign dé dim bao di sé Ivong 150 ban tra loi dat yéu cau, Mau nghién ciru cé 1/3 1a nam va 2/3 la nit; hon phan atta dap vign da co gia dinh, hon 51% trong d6 tudi 18 - 30. 30% c6 d6 tuéi 31 — 45. Phan nita mau nghién citu cé thu nhap dudi 10 triéu déng/thang. 23% co mite thu nhap kha tir 10-15 trigu dong/thang, 27% c6 mite thu nhiip cao trén 15 trigu déng/thang. Téng thu nhép cia ca gia dinh & mite 10 - 30 trigu dng chiém 55%. Da phan dap vién déu cé trinh 46 dai hoc va trén dai hoc (84%) voi nghé nghiép la nhan vién van phong. guén Jy. chit doanb nghiép. buén ban va nghé chuyén mén. Bén muoi phan tram dap vién cé thoi quen di mua sim cing ban be va ngudi yéu, hon 37% di cling gia dinh, chi c6 20% di mua sim mét minh. Long trung thank cia khach hang dat mite 3,70 trén thang do 5 diém.86 TAP CHI KHOA HOC SO 3 (26) 2012 4, KET QUA NGHIEN CUU phan cua thude tinh chire nang va tam ly. 4.1. Phan tich nan t6 va hé sé tin Tuy nhién, két qua phn tich nhdn t6 EFA cdy Cronbach alpha tir co sé dit ligu thuc té cho thay ¢6 3 thanh Theo ly thuyé, thang do hinh anh phan duge trich tai gid trj Eigen 1a 1,041 TTTM la thang do da huéng cé 2 thinh va phuong sai trich duge la 59,679 %. Bang 1. Phan tich whan 6 thang do da hwéng hia Khai nigm ; Hé sé tai nhan 6 Hinh anh trung tim thuong m: ql 5 3 HAKGVC | Khong gian vie chit HA2 ‘Thiét ké ca TTTM 0,774 HA3 Trang thiét bi sit dung 0,798 HAA Bai gitt xe 0,743 HAS 9,558 HA_I2 ‘Khéng gian mua sim 0,751 ' HA_13 Am nhac vong TTTM 0,567 i WA14 | Anh sing wong TTTM 0,600 HAGTHH | Gid rj hang hoa HAG Su da dang cia hang héa 0,656 HAT ‘Trung bay hang héa 0,582 HA 8 ‘Xudt xit hang hoa 0,683 HAS ‘Chdt lugng hang hoa 0,805 | HA_10 Gi ca hang héa 0,722 HALL Thuong higu hing héa 0,681 HA_DVHT — | Dich vuhd tre HALLS ‘Thai dO nhén vign ban hang 0.723 ee ass HALI7 Dich vy hd teq va cham s6c khach hing, 0,640 Gis trj Eigen 7073, [1,717 | 1,037 | Phuromg sai trich (%) 7 oi 44206 | 10,732 | 6,483 Cronbach Alpha = 0,908 0,859 | 0,851 | 0,787KINH TE 87 Tuy nhién, c6 1 bién quan sat thude khai niém hinh anh HA_1 (vj tri trung tam) c6 hé sé tai nhan td nhé hon 0,50 (HA_1=0,450) nén bj loai. Sau khi loai bién trén, 16 bién quan sat cén lai cia hinh anh TTTM duge dua vio phan tich EFA tan nira cho ra két qua 3 yéu t6 tai Eigen = 1,037 véi phuong sai trich tang lén 61,420% (Bang 1). Nhan t6 thir nhat la bign gép cia thudc tinh chite nding (bao quat hiu hinh) va thugc tinh tam ly gom HA_2, HA_3, HA_4, HA_S, HA_12, HA_13, HA_14 thé hién kién tric, co sé vat chat va bau khéng khi trong TTTM duge dat tén mdi la Khong gian vét chat (HA_KHVC) voi Cronbach @ =0,859. Nhan t6 thi hai gom cdc bign HA_6, HA_7, HA_8, HA_9, HA_10, HA_11 thé hién thuée ténh chite nang (chi tiét hw hinh) gdm su da dang cla hang héa, sy trmg bay, chat lugng, gid va thurong higu hang ha duge dat tén chung a Gid tri hang héa (HA_GTHH), Cronbach a =0,851. Nhan t6 thir ba cé cde bién HA_15, HA_16, HA_17 thé hién cac die diém dich vu bao gdm thai 46 nhan vién ban hang, kha nang phuc vu va dich vy hé trg khach hang cia TTTM. Nhan to nay duge dat tén la Dich vu hé tro GTA_ DVHT), Cronbach a = 0,787. Bang 2 phan tich nhan t8 EFA thé hién chuong trinh khach hang than thiét (0 = 0,862) va long trung thanh (a= 0.841) la nhing thang do don hudng. Tat cd hé s6 tai nhan t déu I6n hon 0,84. Bang 2. Phin tich nhan ¢6 thang do don huéng Ky higu Khai nigm HG 56 tai nin to Chwong trinh khach hang thén thiét (KHTT) KHTT_I Lei ich cia chong trinh khach ang than chiét 0.900 KHTT_2 Kich thich khéch hang mua sém nhiéu hon 0,886 | KHTT 3 Khién khéch hing mua sim thudng xuyén hon | 0,869 | Gia wi Bigen = 2.351 Phuong sai trich (%) = 78,350 Cronbach Alpha = 0,862 Lng trung thanh cia khich hing (LTT) Th ‘Y dinh mua hang tai TTTM trong tuong lai 0.873 12 Nght dén TTTM ngay khi co nby cau 0.901 113 Gidi thigu nguéi quen dén mua sim tai TTTM ai 0,84) Gi tri Eiger Phuong sai trich Cronbach Alph: 281 (%)* 76,023 4.2. Gid tri phan bigt va hign trong da cong tuyén Bang 3 tom tét méi tuong quan théng ké Pearson gitta cc bién duge giai thich. Céc bién nay cé méi tong quan dang ké voi nhau véi p<0,01. Tat ca hé sé tuong quan tuyét adi gitta cac biér dao d6ng tir 0.434 dén 0,703, khong vugt qua hé sé diév kién 0,85 (John va Benet- Martinez, 2000). Diéu 46 chitng minh gia tri phan biét gitta cdc khéi niém nghién ctu da dat duge.58 TAP CHI KHOA HOC SO 3 (26) 2012 Bang 3. Ma tran trong quan HA_KGVC | HA_GTHH | HA_DVHT | KHTT ur HA_KGVC 1,000 HA_GTHH | 0,392* 1,000 HA_DVHT 0,484** 0,629** 1,000 a KHTT 0,434" 0.580" 0.630" 1,000 ~ LIT I 0,571" 0.684" 0,685" 0,703" 1,000 Ghi chii: ** Tirong quan Pearson c6¥nghia < 0,01, Trong Bang 4, tat ca gid tri dung sai tir 0,546 dén 0,915 (1én hon chi sé vi pham 0,01), cde gid tri VIF tir 1,093 dén 1.932 (khong vuot qué 14) cho théy sy da cng suyén rt thdp, xée nhén rang cdc thang do lung khéng tring lap nhau. 4.3. Kiém dinh sy tac dong cia bon nhan t6 chu yéu dén long trung thanh ctia khach hang Bang 4 chi ra thanh phan gid tri hang héa thugc hinh anh TTTM c6 y nghia quan trong nhat (6 =0,371; p<0.001), tiép theo la chuong trinh khach hang than thiét (B 351; p<0,001), ké dé 1a hai thanh phan khac cia hinh anh TTTM 1a dich vy ho. trg (B =0,294; p<0.001) va khéng gian vat chit (B =0,265; p < 0,001). Bang 4. Két qua dy bio cba mé hinh hdi qui béi Két qua kiém dinh héi quy ching ‘minh méi quan hé thudn chiéu gitta sw cam nhan cua khach hang vé hinh anh TTTM theo khia canh chire nang va tam ly va long tung thanh cia ho. Cac thanh phan cua hinh anh TTTM bao gdm khéng gian vat chat (H1a va F12a), gi 1g hoa (Hb), dich vy hd tro (H2b) la cdc bién dir bao tét cho long trung thanh ciia khach hang. Nhu vay, néu khach hang ¢6 cam nhan hinh anh mét TTTM ho sé trung thanh véi Cie én ae tp dininwés |e | vee | "oat | TF Khng gian vat chét ~ J oz6s 5,297 | 0.000 | 0,915 | 1,093 Gia trj hang hoa 0371 6,705 | 0,000 | 0,746 | 1,340 Dich vu hé tro 0,294 5,192 | 0.000} 0,715 | 1,399 Chuong trinh khach hang than thiét 0,351 SAl8 0,000 [0.546 | 1,832 in phy thuge: Lang trung thanh ea khach hang R° higu chinh = 0,837 Gid tri F= 192,565 Y nghia cba F =0.000 TTTM dé hon. Cac gia thuyét Hla, H1b, H2a va H2b duge ting hd. thuyét H3 4% ra vin dé “chuong wink khdch hang than thiét tc dong dén Jong trung thanh cia khdch hang vi TTTM™. Két qua kiém dinh thé hign chuong trinh khach hing than thiét 1a yéu t tao nén Jong trung thanh ciia khéch hang 351: p<0.001). Gia thuyét H3 duge chap nhan.KINH TE 99 4.4, Kiém dinh sy khac biét vé long trung thanh gitra nhing nhom khach hang khae nhau Két qua Anova cho thay cé sy khac bigt dang ké vé long trung thanh déi véi TTTM gitta céc nhém khach hang 6 46 tuéi, tinh trang gia dinh va thu nhap cia hO gia dinh khac nhau. Bang 5 cho thay long trung thanh cua khach hang déi voi TTTM tang dan khi tuéi doi ving. Nhong khdch hang tré hon thang co xu huéng thay di, c6 thé tac dong bai nhiing yéutd khac mang tinh chat ngdn han nhw su hap dan cia céc chong trinh khuyén mai. Cac khdch hang Ién tudi hon mua sim theo théi quen, it bi tac déng béi nhimg chuong trinh xtc tién, Nhang ngudi cd gia dinh co xu huéng trung thanh hon so véi nhiing ngudi con déc than, vige ho ¢6 thé tim mua duge nhiing mat hang ung ¥ hodc c6 noi giai tri cho ca gia dinh tai mOt TTTM sé lam cho ho it t6n thoi gian hon va dan dén vige ho trung thanh hon. Khach hang c6 thu nhap gia dinh cing cao cang cé khuynh hung trung thanh hon so véi khach hang ¢6 mirc thu nhap gia dinh thip hon. Vay gia thuyét H4 duge chap nhan. Bang 5. Sy khac bigt vé long trung thanh gitta ede nhém khach hang khie nhau Kiém dinh Post Hoc (ida Ti | pou eal | 5) |e | Bee Kense v8 | age y lip bin Bidn phy thupe: Long trung thanh trung binh ag 7 (A-B) —_ D6 tudi DG tu vaso [7 | 38 | ots sia | a6 | aaa | oma} vesocay | renaocmy | antes | 0000 tenao | 27 | aa | 06291 Tuk ame adn Tinh ta i me rn rae | Boeihin | 72 | 356 | onto dectnincay | Ketone) | -azenr | oor iacnin | 73 | 32 | onsne ‘ ; Tu nb i ie anh Thani inh pusiior | 2 | 336 | 0700 | Dusiiora) | 20a00c) | -oaneir | cos roaow [a1 | 3a? | 06322 | Desiorca) | tensor | asa | oot zoo | 32 | 380 | ooo | ior-20rcay | 2arsone | 0526 | 002i | Tensor | ae | 388 [0541 | ion-2orcay | tenaorc@y | -oaisr | 0001 | Ghi 5. KET LUAN VA CAC GOT Y GIAI PHAP Két qua nghién ctu da xéc nhén céc yéu t6 tao nén long trung thnh cia khach hang déi voi TTTM gdm c6 khéng gian hi: *Kicic bigs c6 mike ¥ nghia p<0.05. vat chat, gid tri hang héa, dich vu hé tra, va chuong trinh khach hang than thiét Trong d6, gia tri hang héa co ¥ nghia tic déng manh nhat, thir hai la chuong trinh khach hang than thiét, theo sau la dich va60 TAP CHI KHOA HOC SO 3 (26) 2012 ho try va cudi cling 1a co so vat chat va khéng gian mua sim. Day 14 diém khac biét chinh yéu cia TTTM so véi cdc loai hinh ban 1é khac (siéu thi, chg) va so snh gilta cdc TTTM khée nhau. Khach hang di mua sim tai TTTM 1a nhing nguéi 6 thu nhap khé tré én vi vay mue dich dén TTTM a dé mua nhitng hang héa co thuong hiéu va chat Iuong. Ho cing mong muén mat hang ma ho mua cé sw khae bigt ndi bat khang dinh vj thé ban than ctia ho. Khi khach hang cé cam nhan tét vé hinh anh cla mét TTTM thi cam nhan cia ho vé chuong trinh khach hang than thiét cing tt hon va nguge Iai. Cae 8c diém vé tuéi, thu nhap va tinh tang gia dinh da anh huéng dén mic dé trung thinh cia khach hang déi voi TTTM. Cac nha quan ly TTTM tai TPHCM can cé nhimg bign phap tich cue hon nang cao hinh anh TTTM. chwong trinh khach hang than thiét cfing nhur ¢6 nhiing chinh sch hgp ly cho cdc nhém khach hang khac nhau nhim gin gitt su trung thanh cia khach hang. Khéng gian vat chat duge xem la phan cing cia nhan t6 hinh anh TTTM. Phan nay déng vai trd thy hat sy to mo, moi khach bude vao trung tam va xay dyng cam nhan tich cyc dau tién cia ho vé TTTM, Anh sang bén ngoai va bén trong cho ting khu vue can duge chi y. Am nhac nén nhe nhang, vui vé. khong qué cham, khéng 6n ao tranh anh hung dén sur trao d6i théng tin gidta ngudi ban va ngudi mua, Can quan tam dén thiét ké bai tri dé tao nén mot kién tric dep mat, nhat quan hinh anh bén ngoai va bén trong trung tam. Doanh nghiép ciing dig quén cham chiit cho khu vye phy nlvx khu nghi chan, gidi tri, Am thyc, gitt xe, vé sinh. Digu nay tuy nho nhung anh hudng khéng nhé dén sw tré lai cia khach hang vi tinh tién nghi va ding cp cua né xuat phat tir nhing vige nho nhat nhat. Gia tri hang héa thé hién qua thuong higu va chat lgng cla cae mat hang duoc thoi trang, wv. ban tai TTTM. Thuong higu la mot cai gi 46 khéng thé nhin thay, sé m6, ném ngui, dong do durge ma né v6 hinh va triru tuong, né tén tai trong tam tri con ngudi. Khi thuong higu gay 4n tuong tét véi khéch hang, né sé tao duge cim tinh manh mé tir phia khach hang va tir dé dan dén long trung thanh cia khéch hang. Déi véi loai hinh TTTM, doanh nghiép can thiét phai dinh vi hang héa tir trang dén cao cp cho khac bié loai hinh chg truyén théng, sigu thj va khdc biét voi cc TTTM khac, vi dy Diamond Plaza (cao cap) khac voi Nowzone (c4p trung binh). Doanh nghiép cn cé chinh sach sach Iya chon nha cung cp chinh hang, cée déi tac dang tin cdy dé dim bao tinh ro rang xit va chat Iugng hang héa tai trung tam, Viée trmg bay hang héa khéng chi gidi han tai quay hang ma nén c6 nhiing khu vue trmg bay chung nhu khu giay dép. tii xach, quan 40 . dé khoi goi mong muén cla khéch hang, Su da dang cia hing hoa va mite gid tuong thich véi chdt lung la diéu lam nén nét riéng cla TTTM. Khach hang mong muén tim thay mét mat hang @ mét TTTM ma nhing noi khéc khong cé hoge khéng bing. Khich hang khong dan do nhiéu v8 gié mot Khi ho wa thich san phdm va nhan ra lgi ich no. Tuy nhién, ho 6 thé so sénh gia khi san pham thuong higu dé ho cé thé mua & noi khac. Vi vay nha quan ly TTTM can cé nhitng théa thudn rang bude voi déi tac dé khong gay su qua chénh léch vé gid cla thuong hiéu so véi noi khac, Dich vu khéch hang la van héa doanh nghigp khéng thé thiéu tai TTTM. Mac dil tén tai bd phan hd tro dich vy dé giai ip thic mac, khiéu nai ctia khéch hang song, qua ie phuc vu van con han ché. TTTM can thiét lap quy trinh giai quyét va tra lai thu khiéu nai gop y cia khach hang mét cach chuyén nghiép tranh tinh trang khéng tra lai, cham tré, hay gidi quyét khdng théa dang. Da phan cdc quayKINH TE, 6 hang déu kinh doanh theo hinh thire thué mat bing, tra tién thué ho’c chia Igi nhuan nén hau hét nhan vién bén hang duge tuyén dung va dio tao bai chii cdc quay hang, Néu nan vién nay khéng di, kién thie vé hang héa, thiéu hiéu biét vé nhu cdu khdch hang sé lam anh huéng chung én hinh anh ciia TTTM, Do vay, nha quan ly TTTM can cé cae yéu cu chudn cho nhan vién khi lam viée tai TTTM nham tao dung hinh anh chuyén nghiép. Khau dio tao, hudn luyén va gidm sat cling nén thyc hign thudng xuyén dé dam bao quy trinh ding ngay tir dau, Cac doanh nghiép can xay dung mot hé thong chuyén nghiép dé duy tri khach hang trung thanh. Myc dich chinh cita chuong trinh khach hang than thiét 1 tao ra kha nang nhén dign khach hang va do luong ciing nhw hiéu ré hanh vi mua hang cla timg khach hang. Thong tin vé khach hang cén dugc cp nhét va phan loai. Trén co s¢ dit ligu vé khach hang, cdc thong tin vé sin pham/djch vu can duge cung cp lién tyc cho khach hang dé kich thich quyét dinh mua ciia ho. Chuong trinh wu dai can du. lon va ting gid tr] theo thdi gian dé xay dung sy gin bé lau dai cia khach hang déi voi TTTM. Khach hang 1én tudi, thu nhap cao va gia dinh én dinh thuéng trung thanh véi mét TTTM hon, Nha quan ly nén xay dung hinh trgng “mgt TTTM danh cho gia dinh trung hu” dé thu hut nhém khach hang nay mua sim thuéng xuyén. Déi voi khach hang tré tudi, thu nhap thap hon ho thuéng xem TTTM la diém hen cing nhau thu gidn, ngém nhin hon la chd mua sim thudng xuyén. Doanh nghiép c6 thé tao mot khéng gian hign dai, tién nghi dé thu hut su td mo cia nhom khach hang tré tudi nay. Hang hoa tai trung tam nén phong phi vé kiéu'dang va tinh mdi la dé phuc vu cho nhiéu 4 tudi va tang dp thu nhap khac nhau. Su thich thi hém nay cé thé tao nén long trung thanh ngay mai khi khach hang ngay cng truéng thanh hon. TAI LIEU THAM KHAO 1, Anderson, H. & Jacobsen, P. (2000), Creating Loyalty: Its Strategic Importance in Your Customer Strategy, Customer Relationship Management, Ontario, In S. A. Brown, ed., John Wiley. 2. Anton, J. (1996), Customer Relationship Management: Making Hard Decisions with Soft Numbers, Upper Saddle River, Prentice-Hall. 3. Aydin, S. and Ozer, G (2005), The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market, European Journal of Marketing, (39), pp. 910-925 4, Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002), The influence of multiple store environment cues on perceived merchandise value and patronage intentions, Journal of Marketing, 66(2), 120-141. 5. Hung, C.H. (2008), The effect of brand image on public relations perceptions and customer loyalty, International Journal of Marketing, 25 (2), pp. 237-246. 6. John, O.P., and Benet-Martinez, V. (2000), Measurement: reliability. construct validation, and scale construction, In H.T. Reis and C. M. Judd (Eds.), Handbook of Research Methods in Social Psychology, pp. 39-369, New York: Cambridge University Press.62 TAP CHI KHOA HQC $6 3 (26) 2012 7. O'Malley, L. (1998), Can loyalty schemes really build loyalty, Marketing Intelligence & Planning, 16/1, pp. 47-55. 8. Oliver, R. L. (1997), Satisfaction: A Behavioural Perspective on the Consumer, ‘New York, McGraw Hill, pp. 55-67. 9. Téng Cuc Thong Ké (2011), http://www.gso.gov.vn/default.aspx7tabid =403 &idmid=2& ItemID, ngay tray cap 02/01/2012. 10. Uncles, M.D., G.R., Hammond, K. (2003), Customer loyalty and customer loyalty programs, Journal of Consumer Marketing, vol.20, no.4, pp. 294-316. IL. Yi, ¥. and Joen, H. (2003), The effect of loyalty programs on value perception, program loyalty, and brand loyalty, Journal of Marketing Science, Vol. 31, No.3, pp.229-40.