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 | 0,787KINH
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 va60 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 quayKINH 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.
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