HOITHAG KHOA HOC VE QUAN TRI VA KINH DOANH (COMB 2012) ANH HUONG CUA HINH ANH THUONG HIEU MOBIFONE DEN GIA TR] CAM NHAN, SY HAI LONG VA MUC CHI TIEU CUA KHACH HANG TAI TP. NHA TRANG ‘THE INFLUENCE OF BRAND IMAGE MOBIFONE ON PERCEIVED VALUE, SATISFACTION AND CUSTOMSER EXPENDITURE IN NHA TRANG CITY Phan Thi Phuong va TS. Ho Huy Tuw TOM TAT ‘Myc tiéu ca nghién cau la kiém dinh méi quan hé gia hinh anh thyong higu voi gia tri ‘cém nhan, sy hai long va hai dang thie cla sy trung thanh la trung thanh thai 69 va trung thanh hanh vi cy thé IA m@c chi tiéu cia c4c khéch hang Ia thué bao trd sau cila MobiFone. Nghién cu sir dyng mé hinh phyong trinh cdu tric (SEM) va dya trén mBu dai dign v6i 285 khach hang tal than phé Nha Trang. Kt gud nghién ctu thé hign mé hia pha Nop tht voi Neu va dng No vb iat thyc nghiém hu hét cdc quan hé gid thuyét do téc gid a8 xudt. Ngoai rir méi quan h@ gita hinh anh thurong higu va mirc chi tiu khéng cé ¥ nghfa théng ké, hinh anh thuong higu déu cb nh huéng duvong dén chat lrong cdm nhén, gid tri cm han, su hai lang va siy trung thnh thai 49, Ngoai ra, c&c thang do luding cac khdi niém sir dung bude dau da thé hign dé tin cy va dd gid ‘tr hi tu cing nhu dé gid tr) phan biét. Tir khéa: Hin anh thuong higu, gi ti ed ng, sy hai long, mize ch tiéu, MobiFone. ABSTRACT The objective ofthis study was to test the relationship between brand image and perceived value, satisfaction, and two forms of loyalty is loyalty behavior and loyalty atttude namely spending of the customer is MobiFone postpaid subscribers in Nha Trang City. Research results have shown that the existence of the positive Impact of brand image on perceived quality, perceived value, satisfaction and loyalty attitude. The relationship between brand image and the expenciture was ‘not statistically significant. Perceived quality has @ positive impact on perceived value and both are Concepts that affect customer satisfaction. The relationship between satisfaction with the two forms of loyalty are positive, but the relationship between satisfaction and attitudinal loyalty stronger than the secondary behavior. « Key words: Brand image; perceived value; satisfaction; expenditure; MobiFone. 1. Giéi thigu Tinh dén hét nim 2011, thi trrdng vién théng di dgng dang bude vao thai ky bao hoa, t6e 46 tang trusg chung trén thj trudng chém lai trong khi sy canh tranh gia cdc nha mang ngay cing tr nén quyét ligt. Céc nha cung cdp dich vy lién tue dura ra cée chuong trinh khuyén mai hdp dan va gidm gid orde nhim thu hit khach hing va mé rng thi phin cho minh. Tuy nhién vige nay cang tr nén khé khin hon khi né khéng phai ld méi quan tam chinh ciia khéch hang khi Iya chon mang di dng. Khi dé bén canh chat lugng dich ve, xyéu 16 quan trong giup nha mang tao nén wu thé véi npudi tiéu ding la phai o6 duge mot hinh anh thuong higu manh. N6 cé téc dng tich cue dén téng thé thuong higu, thu hep Khoang cach gitta thuong higu vA khdch hang dya trén sw phat trién Ion manh vé xtc cdm tir d6 tc déng va lam ting cudng site mua, Diéu nay dc bigt quan trong trong thi traong, vign thong di dng khi ma vigc chuyén sang dich vy cba di thi canh tranh ngay cing dé 237Dn ene ees ee Rene RSE GRE nein Onsen ESNseR RSE eRnsRne Rt REG RES EGtnERESGRERSEERERSEERRCOCEEEEeEerEEeD HOLTHAO KHOA HOC VE QUAN TRI VA KINH DOANH (COMB 2012) dang. Hau hét cde nghién cru vé su trung thanh trade day déu sir dung cde do ludng tr bao. cdo nhu truyén migng tich cyc, dé nghj ngudi khéc sir dung, ¥ dinh quay lai. nay c6 thé gay ra nhimg két ludn sai léch néu c6 su khdc biét dang ké gitta y dinh va hanh vi (Mittal va Kamakura, 2001). Do a6, mit nghién eiru khoa hoe tiép cn sy trung thinh cia khéch hang bing mét do long khdch quan dya trén sé tién chi tiga thyc té cla ho la that su méi va thiét thyc (Seiders va ctv, 2005), Xudt phat tir nhttng yéu cau thye tién néu trén, vige Khéo sét anh hudng cia hinh anh thuong higu dén gia tri cm nhfn, sit hai long va mite chi tiéu cia khdch hang la rét cn thiét, vi tix 46 c6 thé nang cao hon nita cao ning Iyc canh tranh va kha nang chiém linh thi phan cia MobiFone so véi adi thi canh tranh. 2. Co sly thuyét 21. Sie trung thank cita khich hang Su trang thinh cia khdch hang thé hign thai 46, hinh vi lién quan dén sin phim, dich vy. Né bao gdm kha ning mua hang lai trong twong ai, vige ki méi nhting hop déng giao dich, hay chéng lai kha nang chuyén ddi sang nha cung cap dich vy khéc (Andreassen va Lindestad, 1998). Nhung nhiéu tac gia déu thira nhjn ring sy trung thanh bao gdm ca Khia canh thai d5 va khia canh hanh vi (Seiders va ctv, 2005; Cretu va Brodie, 2007). Trong nghién citu niy, sur tung thanh durgc do hirong théng qua thai d6 va hanh vi cy thé 1a mite chi tiéu thye té ciia khich hang (Seiders va ctv, 2005) di véi dich vu thong tin di dng cita MobiFone tai Nha Trang. 2.2, Sie hai long Khai niém vé su hai long duéng nhu duge chap nhan rong rai nat Ja xem né gin lidn véi mot giao dich cu thé hoge c6 tinh tich ly theo thdi gian (Selnes,1993; Johnson vi Fornell; 1991). Nghién ciu nay dinh nghia sy hai long nhw m6t phan img cdm xtic tich oye 46i véi mt dich vu duge tich lay theo thdi gian (Oliver, 1999). eee eer ara 2.3, Quan hé gitea sye hai long vit sy trung thanh Céc nghién ciru true day cho thay sy hai long la yéu t6 quan trong dé gidi thich su ‘rung thinh ca khéch hang (Anderson va Sullivan, 1993; Bolton va Drew, 1991). Trong, Minh ve vign théng di Géng, nghién cir trén thé gidi di chi ra ring su hai long o6 Anh huéng manh mé dén hanh vi chi tigu va su duy tri tigp tye sit dung dich vy cla khach hang (Mittol va Kamakura, 2001). Nhimg khach hang c6 sw hai long cao sé 06 khuynh huéng tiép tue chi tiéu cho dich vy cao hon va dé ch4p nh4n hon déi véi hanh vi tng gid cla nha cung cp hay gidm gid ca déi tht canh tranh (Turel va Serenko, 2004). Tir Ip luan trén, gid thuyét sau day duge dé nghi: Hila: Sy hai long 6 tée dng duong véi sy trang thanh théi d6. Hib: Sy hai long c6 tae dng dong véi mite chi tiéu. 24, Gia trj cam nhan ‘Nghign cifu nay dinh nghfa va do Iudng gid trj cém nhdn 1a cdm nin vé sy chénh léch gitta cdi ma khéch hang nhan durge so véi edi ma ho d& chi tra. Téng gid trj nhiin durge 238HOI THAO KHOA HOC VE QUAN TR] VA KINH DOANH (COMB 2012) nhiing Igi ich ma ngudi tiéu ding mong doi ¢ mot sin pham, dich vu. Téng chi phi 1 tt ‘ca nhimg chi phi mA ngudi tigu dang phai tr trong viée so sinh, mua va si dung sin ‘pham, dich vu (Kotler, 2003, tr.47). 2.5. Quan hé gitta gid tri cim nhgn va sye hai long ‘Sy cdm nh§n ciia khach hang vé chat lugng dich vu cdng cao so véi chi phi ho bé ra 4é sit dung dich vu thi gid trj cdm nh@n cia ho vé dich vy cang cao, didu nay dn toi sy hai ‘jong cao hon (Tam, 2004). Mét sé nghién ciru trong nganh vin théng di déng ciing chi ra anh hung cia gié trj cém nhan dén sy hai long ciia khdch hing ((Wang va ctg, 2004). Vi vay, gid thuyét duge 48 xudt 1a: ‘H2: Gia tri cim nhan cé tde dGng duong véi su hai long. 2.6. Chat legng cam nhan Chat hyong cém nhén la sy dénh gid cha ngudi tiéu ding vé sy tuyét hao ciia mot sin phim. N6 cing khac biét so voi chat hrong ca déi trong ma c6 IS khéng tin tai, bai vi chét Iugng déu phai duge cm nhén boi ai dé, o6 thé la nhing ngudi tiéu ding, nbimng nha quan tri, hoe nhiing nha nghién ciru (Zeitthaml, 1988). Nghién ofru nay djnh nghia vi do luong chét lvgng cm nbn nhw la dénb gid vé nhimg niém tin néi trdi lién quan dén mét sn phim, dich vu trong dé tai nay cy thé 1a dich vy théng tin di dgng MobiFone (Olsen, 2002) 2.7. Quan hé giita chit wong cém nhGn va sw hai lang Céc nghién ctru trade day da cho thay chét hrong cdm nhfa La nguyén nan din dén sur hai ling (Ravald va Gronroos, 1996). Nghién cirw trong linh vye vign thong di déng cho thay cém nan tich ewe eda khich hang vé chét tugng dich vu la yéu t6 anh hudng quan tong nhét d6i voi sy hai léng cia khéch hang (Gerpott, 2001). Trén co sé d6, dé tai nay dua ra gid thuyét sau: ‘WB: Chat lngng cam nhén o6 téc dong duong lén sy hai long. 2.8. Quan hé gitta chit legng cam nhin va gid tri cam nhan Gia tr cam nhan ola khich hang 46i véi dich vp sé cao hom Khi chit long dich va cém nhén vugt tri hon so véi nhimg chi phi ho phai bé ra dé sit dung dich va (Tam, 2004). Nghién cia cia Wang va Yang (2004) trong linh vuc vign théng da chi ra chét Iwong cam nhén c6 thé anh hudmg dén hanh vi cta khdch hang mét céch gidn tiép bai gid ‘tr cdm nhfn, Tix day ching ta c6 cdc gid thuyét tiép theo nhu sau: HA: Chét lung cim nhGn 06 te dong duong Ién gié tri cém nhan. 29. Hinh anh thong higu Hinh anh thuong hiéu cing duge xem nhw a sy dai dign cho throng higu trong tim ‘ti ngudi tiéu ding (Dobni va Zinkhan, 1990) hay 1a nhing cm nhfin ma ngudi tiéu ding rit ra durgc tir mot thong hiéu (Keller, 1993). Nehién ctru nay dinh nghia hinh anh thong higu nhw la bie tranh tinh than ciia ngubi tiéu ding vé sin phim, dich va dugc cung cép, 239HOITHAO KHOA HOC VE QUAN TRI VA KINH DOANH (COMB 2012) vanné bao gm nhing ¥ nghia tuong trmg mA ngudi tiéu ding két hop voi thude tinh cu ‘thé cia sin phdm, dich vu (Dobni va Zinkhan, 1990). 2.10. Quan hé glita hinh dnh thucong higu va strung thank Hinh anh throng hiéu o6 anh huéng menh va duge mong dgi 1a mét yéu té quan trong quyét dinh dén sy trung thanh va sé din t6i nhimg hanh vi o6 tac dong tich cyc dén thuong higu nhu mua hang lp lai, 48 nghj mua hang hay quang cio truyén miéng (Selnes, 1993; Martenson, 2007). Hinh anh tt cing gitip cong ty ting lugng ban hang, thi phan va thiét lap cOing nhw duy tri méi quan bé trang thinh véi cdc khdch hang (Nguyen vi Leblanc, 2001), Déi véi thj tradmg vign théng di déng, hinh anh thuong higu 1a mt trong nhig yéu t6 quyét dinh sy trang thanh cua khdch hang, viée tiép tuc duy tri sit dung dich vu, chdp nhfn gid cao hay quing odo truyén migng cho dich vu (Lai, Griffin va Babin, 2009; Kim va Yoon, 2004). Tir lép ludn trén, gia thuyét tiép theo durge dua ra: ‘Ha: Hinh anh thong hiéu 6 téc dong duong lén sy trung thanh thai dé. Sb: Hinh anh thuong hiéu c6 tic d6ng duong én mite chi tiéu. 2.11. Quan hé gitta hinh anh thicong higu va sy hai long ‘Hinh anh thong higu eiing gop phan hinh thanh thai 6, niém tin, sy hai Tong va hanh vi cia ngudi tiéu ding, (Andreassen va Lindestad, 1998). Trong link vue vign thong di d6ng, nhidu nghién ci trén thé gidi cling 44 ching minh méi quan hé gitta hinh anh thwong bigu va sy hai long ca khdch hing theo 66 c6 ¥ nghia quan trong, quyét dinh dén sur trung thanh (Lai, Griffin vi Babin, 2009). Tir co sé trén tac gid dura ra gid thuyét: ‘H6: Hinh anh thxong higu o6 tac dng dong lén sy hai long, 212. Quan h@ gitta hink anh thicong higu va gid tri cam nhan ‘Nehién cifu cia Cretw va Brodie (2005) chi ra hinh anh thyong higu c6 anh bung manh mé dén cht lung cdm nhan dich vy, va r6ng hon la dén gia tri cam nhan va sv trung than. Vi vay, mé rong sang linh vyc vign thong di dng, nghién ciru nay 48 xudt gid thuyét sau: 17: Hinh anh thuong higu c6 téc dng duong lén gid tri cim mhj 2.13. Quan hé giira hinh anh thicong higu va chit heong cam nhan Hinh anh thuomg higw déng vai trd quan trong trong si binh thanh eém nbn ve ch4t hrgng. Né tao ra nhig mong dgi chic chin trong cée tiéu chi dénb gia san phim, dich vy. Nhigu khdch hang chi nhén biét nhting g6i sn pharm, dich vy qua hinh anh thong higu (Cretu va Brodie, 2007; Selnes, 1993). Déi véi thi trugng vign théng di dng, theo hiéu biét cia ban than tie gid, cha co nghién cru nao d8 cp én méi quan hé nay. Tuy nhién, dya vio két qua cia cée nghién cir trén thé gidi, nghién cira nay mé rong sang linh vue vién théng va dé xult gid thuyét ring: ‘HB: Hinh anh thurong higu e6 tic dng duong lén chat long cém nhén. 240HOITHAO KHOA HOC VE QUAN TRI VA KINH DOANH (COMB 2012) 3, Phwrong phép nghién cira Nghién ciru duge tién hinh théng qua hai giai doan chinh; nghién ctu dinh tinh him xy dung bang céu héi phéng vin va nghién cir dinh lugng bing phuong php phéng van truc tip. Déi tugng nghién cimu la céc khéch hing dang sir dyng dich vy cia ‘MobiFone tai TP. Nha Trang, hinh thitc thué bao tra sau, thanh toan cuéc true tiép, 06 thai gian sir dung dich vy tir 12 thang tré lén, Téc gia sé tién hinh chon mu dai dién dya trén. mite chi tiéu thye t8 hang thang cua khach hang, Tir béo cdo ting hop chi tiét owde thing 3/2012, téc gid tién hanh Ip danh séch d6i tvgng diéu tra 6 timg mic chi tiéu, sé mau cu thé can thu. Phuong phép léy mau ngdu nhién don gidn sé duge sir dung dé trich loc danh sdch khach hang cy thé cudi cing dé phat bing cfu hai. fevrasaahat faa Tile % 86 mau cén thu Dud: 100 2,046] 21.5 61 Tir 100 - dudi 200 4,253) 31.0 89 (Tir 200 - durdi 300 2,686 19.6 56 [Tir 300 - dusi 400 1,448] 105 30 Tir 400 - duci S00 819) 6.0) 7 Tir 500 tro lén | 1,571 14 32 Téng cong 13,723 100.0 285 3.1. Do luiing khdi nigm “ Chat hegng citm nhjin”: Duge do hrong bing 4 bién quan sat trén thang do Likert 7 diém la xu! Iugng cao, khéc biét, tuyét hao (Wang va ctg, 2004), ic, 06 chat 3.2, Do lucing khdi nigm “ Gia tri cm nhan”: ‘Tée gid sir dung thang do Likert 7 diém dé do luémg khdi nigm nay véi 4 bién quan sat: phit hop véi chi phi bé ra, ximg déng, mang lai gid trj cao, so sénh voi cdc di thi canh tanh vige Iya chon dich vu cha MobiFone 1a tét (Wang va ctg, 2004). 3.3. Do heimg khdi nig “Sye hai long”: Tée gid sit dung thang do Likert 7 diém duge phat trién boi Wang va ctz (2004) g6m 5 bién quan sét; hai long, thda man, thich thé, phén kbich, t hio. 3.4. Bo heing khdi nigm “Trung thanh thdi dp”: 6 bién quan sit duge sir dung dé do hrimg Khai nigm nay trén thang do Likert 7 diém: tigp me st dung dich vu, tiép te sit dung cho di c6 nhimg wn dai tir déi thi canh tranh, sit dung thém, gidi thigu cho ban bé, ngudi quen, truyén migng tich cue cho nhiing ‘gui Khéc, that khé dé tir bb mang (Pham Anh Tudn, 2008). 241HOI THAO KHOA HOC VE QUAN TRI VA KINH DOANH (COMB 2012) 3.5, Bo ludng khdi nigm “Trung thanh hank vi - mize chi tiéu ": ‘Tée gid sé tién hank do ludng sy trung thanh hinh vi cla khach hang dy trén mite chi tiéu thyc té ca ho. Ti danh sach cude thu té hang thang két xudt ny hé théng thanh toan cude phi cita MobiFone, tac gia sé tién hanh chon loc nhting déi tugng khdch hang phi hop theo muc tiéu nghién cifu ban dau va theo timg mic cuée trong voug 3 théng lién tuc 18 4,5,6. 3.6, Do ling khdi nigm “Hink énh thicong higu”: Téc gid sir dung thang do likert 7 diém trong nghién oiru cia Nguyen va Leblanc (2001) va Cretu va Brodie (2007) véi 12 bién quan sat: nghi ngay dén MobiFone dau , nhé rt r6 Logo va Slogan ctia MobiFone, Iuén cé an tugng tét voi MobiFone, hinh anh thuong higu MobiFone cé dn tugng tét trong tim tri khéch hang, uy tin chdt Iugng, sang trong, dich vy tét, cong nghé hién dai, chuyén nghiép, ngudi tién phong, than thién, La “nhdt”. 4, Két qua va thao luan é dat due myc tiéu dau tién 1a mudn khing dinh cdc thang do hrong dam bao vé 6 tin cy, 6 gid tri hoi ty va phén biét. Téc gid tién hanh phan tich nhan 16 khém phi cho 5 khéi niém trong gid thuyét dé xudt. Sau 46, céc thang do khéi niém “chét luong cdm han”, “gid tri cam nhan™, “ sy hai long”, “sw trung thinh thai 46” va “hin anh thuong hhigu” sé duoc tién hanh phiin tich nhan t6 Khiing dinh (CFA). Két qua cho thay gié tri ca théng ké chi-binh phuong 14 732.848 véi 285 bac ty do, xéc sudt 0.000 chimg 16 ring théng ké nay la e6 ¥ nghia véi kich thuée mu 285. Ty sé Chi-binh phuong chia bic ty do CMIN/DF = 2.571 > 2.0. Gia tj RMSEA 1a 0.074, nhé hon 0.08, ding ‘thoi gid tri CFI 1a 0.922 déu chap nh4n duoc. Tuy nhién, GFT = 0.829, thip hon mic dé nghj 0.90. Két qua phan tich nay ham ¥ ring mé hinh do hring 6 4 phi hop chp nha duge. Tuy nhién, kha nang cai thign 49 phi hgp ciia mé hinb 18 rét cao. Do dé tc gia tigp tue thy hign cdc bude phan tich tiép theo 4é c6 thé cai thiém 46 pha hop cita mé hinh. Dé thi nay sit dung ing trung binh cdc chi bao d6i véi 3 thang do “Hinh anh thong hiéu", 4“ Su trung thinh thai 46". Tac gia da dy trung binh ngdu nhién méi 2 chi béo trong sé 6 chi béo cia méi thang do dé hinh thanh nén 3 chi b4o chung cho méi do Iudng ciia 3 edu tric khéi niém nay Bing 1. Céc chisd thing ka phan anh df phis hyp cia md hin doling dé chinh RMSEA | GFI | CFI CMIN DE P CMIN/DF 0.064 | 0.919 | 0.968 | 226.924 105 0.000 2.161 So véi mé hinh CFA ban du, 46 phit hop cia mé hinh CFA higu chinh la tét hon nhiéu voi GFI va CFI ting dang ké, déng thoi CMIN/DF va RMSEA ciing gidm. 242i [ | i i HOITHAO KHOA HOC VE QUAN TRI VA KINH DOANH (COMB 2012) 4.1. Dain gid dp tin ey va dp gid tri hpi tu etia thang do Bang 2. Chu tric bhai nim, trong 65 nk 6 vb tn oy tng hop eee Trong sé nban to slavse Tesi Tomas] tthe | BE8%S% neg Chudn hoa |Chuan héa tong hp trich Chat tugng cam nhan_ | 0.91 - 1.00} 0.81 -0.86 | 16.0-17.6 0.88 0.81 |Gia tri cam nhan 0.90 ~ 1.20 | 0.79-0.87 | 15.7-18.1 0.89 0.76 Su hai long 1.70 - 2.30 | 0.84-0.91 | 17.1 -19.4 0.93 0.85 |Su trung than 1.70 — 2.10 | 0.84—0,89 | 17.1~-19.0 091 0.83 Hinh anh thong hiéu | 1,70 - 2.00 | 0.79-0.89 | 15.7-18.9 0.93 0.82 Cac trong s6 nhan t6 cia céc chi bao déi vi cée khdi niém déu dat mite ¥ nghia Kha cao (p < 0.001; gid trj théng ké student (t) déu kha I6n, tir 15.7 dén 19.4, Bén canh 46, cae gid tri trong sé nhan t6 chun héa trai dai tir 0.79 dén 0.91. Két qua nay cho thay 46 gid tri hoi ty ota ede thang do 1a kha tt. Tét c cdc thang do déu c6 cdc gid tri d6 tin cy ting hop nam trong pham vi duge danh gid 1a rdt t6t, trai dai tir 0.89 dén 0.94. Céc gid tr} phuong sai trich cing virgt mitc 0.76 . Két qui nay cho thdy ring, cdc thang do sir dung. déu dat d6 tin cy cao, thich hop cho vige phan tich xa hon, 4.2. Kiém dinh 6 gid tri phan bigt gitta cde khdi nigm ‘Téc gid tién hanh kiém djnh hé sé tuong quan gitta céc khéi niém thanh phan cia mét khai niém Ion va né phai <0.9 thi mdi dat gid tri phan biét bing excel. Bang 3. Kiém dish d6 gid tr phan bit gitea cde kha nlm N= 285 | R | se | cR | P-value Chat lugng cam nhan |<—>|Thuong hiéu 0.74 | 0.03 | 6.47 | 0.000 [Thuong higu [<-> |Trung thank 0.78 | 003 | 5.91 | 0.000 Hai tong <-->] Trung thanh 0.76 | 0.03 | 6.12 | 0.000 [Gia tj camnkan [<->] Hai ling on | 004 | 691 | 0.000 Chat iwgng cam nhan |<->|Gia trj cém nhan 0.10 | 0.04 | 694 | 0.000 Chat ingng cd nbén |<—>[Trung thanh 0.70 | 004 | 696 | 0.000 Gia tri cdm nhén— [<->[Trung think 072 [004 | 6.78 | 0.000 Gia tri cdm ahén | <->[ Thuong higu 0.78 | 0.03 | 5.91 | 0.000 Thuong bigu <>] Hai long 074 | 0.03 | 638 | 0.000 243HOI THA KHOA HOC VE QUAN TRI VA KINH DOANH (COMB 2012) (Chat lgng cam nbn [<->] Hai long 0.76 | 0.03 | 6.10 | 0.000 Chi tiéu <--> |Trung thinh 0.16 | 0.05 | 14.24 | 0.000 | Chi tiga <-> | Thuong higu 0.13 | 005 | 14.67 | 0.000 Chi tigu <-> [Hai long 0.19 | 0.05 | 13.83 | 0.000 Chi tiéu <>] Gia tri cim ohin 01s | 0.05 | 14.44 | 0.000 Chi tigu <->|Chat lwong cam nhan | 0.20 | 0.05 | 13.64 | 0.000 Két qua cho thdy P-value déu <0.05 nén hé s6 tuong quan ola timg cp khdi nigm khéc biét so véi 1, Do 4d cdc khdi nigm dat duge gid tri phan bigt. 4.3. Dinh gid céc quan hé cau tric va kiém dinh gid thuyét é kiém dinh cic quan hé cdu tic, dé tai usc hrgng mét mé hinh cdu tric nhu duge mé ta trong mé hinh ly thuyét. Két qua cho thdy gid tri cia théng ké chi-binh phuong 14 234.183 véi 110 bic ne do, xéc sudt 0,000 chimg t6 ring théng ké nay la c6 ¥ nghia véi ich thuée miu 285. Ty s6 Chi-binh phuong chia bac ty do CMIN/DF = 2.129 <3.0 la kha t6t. Gid tr] RMSEA 1 0.630, nho hon méc dé nghj 0.08, déng thoi hai gid tri GFI= 0.916 va CFI = 0.967 la cao hon mie dé nghj 0.90. Két qua phn tich nay ham ¥ ring mé hin phuong trinh c4u tric 6 46 phi hgp tét so voi dit liéu hién cé. Bang 4. Kiém dinh cac quan hé cdu tric trong mé hinh dé xudt Hg shefu| Hés6 tric | edu trie] Théng Gia thide hl cqitine | chuin | Ket héa Hla: Hai long -> trang thanb Ung hg 10.42 0.41 5.60*** /Hilb: Hai long > mite chi tiéu Ungh6|o.s1 — fo.2aa_——2.03* /H2: Gia tej cir nbén > hai ling Ungho 0.31 020 2.36" 1H3: Chét lurgng cim nhfn => hai long Ungn9j0.77— [o.43—|s.azeee 14: Chat lugng cdm nan -> gid tri cam nhan Ung h6 0.31 0.27 3.488** Ha: Hinh anb thyong higu > trung thanh Unghoo.so — Joas [6.38% Hb: Hinh anb thuong higu > mite chi tiéu ae -0.31 |-0.10 |-0.12* H6: Hinh anh thuong higu > hai long Ungholo.28 — |o.28 3.06" 7: Hinh anh thuong higu -> gia trj cim nban ‘Ung hg |0.31 |0.s9 | 7.058** 8: Hinh anh thurong higu -> chdt long cémnhan |Ungh|0.42 [0.75 11.634#*/ 244E f ; HOITHAO KHOA HOC VE QUAN TRI VA KINH DOANH (COMB 2042) Ghi chit: p <0.05, * p< 0.01, *** p< 0.001. ‘R’: Chat lugng cam nhén = 56.0%, gid tri cam nhan = 65.4%, hai ling = 67.6%, trung thank = 69.9%, chi tiéu = 496. a oe ‘ vio a \ ue ca ten) cniidusthang é¢ } Hin 1. M6 hink cd ric tyén tinh SEM 4.4. Thao lugn két qua nghién cleu Két qua nghién cia cho thdy hu hét cdc gia thuyét déu duge chimg minh vé mit inh lxong va c6 sy tuong dong cao so vai cc nghién ctu trude diy trén thé gigi. Cu thé, quan hé gitta hinh anh thuong higu vA trung than hanh vi thé hign qua mite chi tiéu 14 khéng c6 ¥ ngbia théng ké va két qua nay cin duge kbém phé xa hon trong nghién cttw tiép theo dé tim hiéu nguyén nhan giai thich cho diéu nay. Hinh anh thuong higu cé Anh huéng duong dén su trung thanh y dinh. Tén tai cdc tuong quan duong gitta hinh anh thuong higu Y6i chit Izgng cém nhén (Creta va Brodie, 2007; Selnes, 1993), gid tri cm nhan (Cretu va Brodie, 2005), va sy hai long (Bolton va Drew, 1991; Johnson & Fronell, 1991; Veloutsou va Daskou, 2004). Mi quan hé giita hinh anh thuong higu va su trung thanh ¥ dinh 14 245HONTHAO KHOA HOC VE QUAN TRIVA KINH DOANH (COMB 2012) manh bon so véi méi quan he gita hinh anh throng higu va sy hai Tong cia khéch hang. Bén canh 46, hinh anh thuong hiéu c6 anh huéng manh ahét én chat luong cém nhin, tiép én la gié trj cdm nha (Creta va Brodie, 2005). Quan hg gita sy hai long véi sir trung thinh vA mic chi tiéu du duong. Quan he sit sy hat long vii su trang thank ¥ dinh manh hom nhiéu 90 véi quan hé gitta sy hai long va ttung thank hin vi la mie chi tiéu (Anderson va Sullivan, 1993; Bolton va Drew, 1991) va sir Khe bigt niy ciing mé ra huéng nghién ci tip theo cho tée gi. Trong tinh ve vign thong di dong, quan hé nay cing duge ting ho béi cée nghign eu trén thE gidi. Se hai long cua khach hang 6 anh ‘hhuéng manh mé dén hank vi chi tiéu va sv duy tri tiép tuc st dung dich vu ciia khach hang (Mittal ya Kamakura, 2001). Hai tién t6 cita sy hai Jong la chat Iuong cam nhan va id tri cam nhén, cd hai déu ¢6 anh huéng duong 1én su hai lang (Anderson va Sullivan, 1993; Ravald va Gronroos, 1996; Gerpott, 2001 ). Va két qua thye nghiém tir nghién ettu nay cho thdy gitta hai bién sé nay cé quan hé tong quan véi nhau (Tam, 2004; Wang va Yang, 2004), 5. Mt sé goi ¥ cho céng ty ai voi thi tuimg vin thong di dong dang cé su canh tranh manh mé nhw hign nay ng cto hinh éoh thuong higu e6 ¥ ngha v6 cing quan tong trong vige duy tri va tim kiém khich hang méi, Bé tim dugc digu nay, 6ng ty edn tao ra. cho minh mét sy khée bigt Voi thé manh lamang di dgng e8 chit haomg dich vu va dich vy ohiun be Khdch hing t5t, céng ty cdn duy tri va tigp tue phat huy né dé c6 thé tao thanh mt chudi gid tri ding nhdt. Khéch hang s® mua sin phim, dich vu cta cng, ty néu ho nhin thy 6 sy khée bigt that sw cing thém mot dich vw cao edp va luén nbdt quén. Cie trai nghiém tich cue cia khach hang phai duge céng ty cam két tit khi it dau sit dung dich vu cho dén khi két thie. Can phai c6 su théng nhét trong cach quing bé san pham, dich vu cua cOng ty trén cae phuong tign truyén théng, céch trinh bay va nhiing wu di Khach hang, cdc giao dich ctia céng ty voi khich hang, quing céo va khuyén mai 48 mang Iai sy trai nghiém thuong higu mét céch hoin hao, vitng chic, thi vi éi dua thuong higu MobiFone dén v6i moi tang lop khach hang. Véi thé manh di truée adi thi Viettel vé phan khiic thi trang thanh thj, uy nhién 6 céc tuyén huyén, thi x cong ty cdn tip trung vao phiin khtic ndy dé c6 thé mé rong di tong khéch hing bing cdch mé réng kénh phén phéi, dua d6i ng ban hang truc tiép vé tn huyén, thi, phat tridn hinh thizc ban hang truc tiép dén tin ho gia dinh. 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