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Trai nghiem khach hang va Hanh trinh mua hang - Tiep can mdfi nghien culi hanh vi khach hans ^ NGUYEN HAI NINH' NGCIYIN DAMG TRIEN" Tom tat Bdi viet nghien cffu cdc quan diem nen tdng ve trdi nghiim khdch hdng phuang phdp ludng trdi nghiim cda khdch hdng hdnh trinh mua cda khdch hdng, iff de xudt mgt sdhdm y qudn tri cho cdc doanh nghiip nhdm tdi Uu trdi nghiem khdch hdng vd dieu hudng hdnh vi khdch hdng Tff khoa: trdi nghiem khdch hdng phuang phdp ludng trdi nghiim khdch hdng, diem chgm, hdnh trinh khdch hdng Summary This research focuses on presenting the fundamental views of customer experience, measurement methods of customer experience, customer journey Afterwards, il proposes some managerial implications for businesses to optimize customer experience and navigate customer behavior Keywords: customer experience, measurement methods of customer experience, louchpoint, customer journey GIOI THIEU Trong edc nghien cffu gan day cua Imh vffc hdnh vi khach hang, trai nghiem khach hang vd hanh trinh mua hang thu htit dffdc rd't nhieu sff quan tdm Theo do, hanh vi mua cua khdch hang Id mdt hdnh trinh khep kin bao gdm nhidu diem cham tffdng tac va vdi mdi diem cham, khach hang se phdt sinh cam xuc vd trai nghiem Trai nghiem tai diem cham, trffdc se Id tien de va dieu hffdng hdnh vi cua khdch hang d nhffng diem cham tie'p theo Vi the, doanh nghiep can nhdn thffe va xac dinh chinh xac nhiihg diem cham, ma khach hang se cd tffdng tdc vdi doanh nghiep nhdm tao nhffng trai nghiem tich cffc cho khach hdng VI vdy, nghien cffu ndy la mdt each tie'p can mdi nghidn cthi hanh vi khdch hang, tff dffa mdt sd'gOi y cho cdng tdc quan tri marketing eua doanh nghiep CAC QUAN DIEM NEN TANG Trai nghiem khach hang (customer experience) Khdi nifm trdi nghi$m khdch hdng Sehmitt va cpng sff (1999) dinh nghTa, trai nghiem cua khdch hang thdng qua loai trai nghiem, bao gdm: Cam gidc (gidc quan); Tinh cam (cam gide); Nhan thffe (suy nghT); The chat (hanh ddng); Kinh nghiem nhdn dang xa hpi (Hen quan) Nghien cffu cua Verhoef va cdng sff (2009) cho rdng, trai nghiem cua khdch hdng bat ngudn tff mpt tap hdp cdc tffdng tac giffa khach hang va san pham, cdng ty hoac mpt phan cua td chffc, dieu ndy gdy cdc phan ffng Meyer va Schwager (2007) bd sung dinh nghia trai nghiem cua khdch hang cho rang, tffdng tac trffc tie'p thffdng xua't hien nhffng hoat ddng, ma doanh nghiep cd tie'p xiic trffc tie^p vdi khdch hang qud trinh mua vd su" dung san pham, dich vu Tffdng tdc gidn de'p thdng qua quang cdo, truyen thdng Phffcfng phdp lining trdi nghidm khdch hdng vd cdc yeu tdtdc dgng Mpt nhffng phffdng phdp Iffdng truyen thd'ng ve trai nghidm cua khdeh hang Id Iffdng gia tri cam nhan (percieved value) - vdi viec ddnh gid chu quan cua khach hang vdi gid tri ho nhdn dffdc tffdng quan vdi chi phi ho phai bd Phffdng phdp dffdc de xud't va phat trien bdi Parasuraman ZeithamI va Berry (1988); ZeithamI, Berry va Parasuraman (1996) vdi viec Iffdng khia canh chinh cua chat 'TS., Trffdng Dgi hpc Ngoai thffdng " T h S , Viettel Ha Noi Ngdv nhdn bdi: 08/6/2020; Ngdy phdn bien 20/6/2020; Ngdy duyf I ddng: 26/6/2020 162 Iffdng dich vu, bao gdm; Dd tin cay; Sff ddm bao; Sff dam bao; Sff ddng cam; Kha ndng ddp ffng Thang ndy da va dang dffdc sij" dung phd bidn cac nghien cffu marketing vdi md hinh SERQUAL, SERPERF Tuy nhien, viec Iffdng dffa vao gid tri cam nhdn thffdng chi dffdc gid tri tdng hdp cua trai nghiem bao gdm ca cam xue, nhan thffc, ddnh gia, phan dodn va dff bao hanh vi cua qud trinh mua hang Brakus va cpng sff (2009) de xud't thang trai nglii^m vdi thffdng hieu (brand experience) Iffdng khia canh cua trai nghiem cua khach hdng vdi thffdng hieu, bao gdm: Giac quan; Tinh cam; Tri tue; Hdnh vi Trong dd, tdc gia kiem dinh mo'i quan he giffa trai nghiem thffdng hieu vd tinh cdch thffdng hieu, sff hdi long vd ldng trung thdnh Thang dffdc phat trien dffa tren khdi niem ve trai nghiem khach hang dffdc de xua't bcii Sehmitt vacpng sff (1999), gdc dp ffng dung va ket hpp trai nghiem khdeh hang vdi hanh trinh mua hang, Maklan va Klaus (2011) de xud't nhin nhdn va danh gia trai nghiem cua khdch hang dffdi khia eanh, bao gdm: (1) Sff an tam (peace of mind); (2) Khoanh khac cua sff that (moments of truth); (3) Ket qua trpng tam (outcome focus); (4) Kinh nghiem dd'i vdi san pham (product experience), Mac dii day la mpt thang mdi dffdc phat trien, nhuiig lai dang la phffdng phdp Iffdng phd bie'n va dffpc danh gid la phu hdp nhd't cac nghien cffu ve trai nghiem khdch hang Nd xem xet trai nghiem khach hdng d tffng thdi diem quan trpng mang tinh bffdc ngodt eua hdnh trinh mua - khodnh khac cua sff that (moments of truth) vd cam xuc phdt sinh - sff an tdm (peace of mind) Hanh trinh mua cua khach hang (Customer journey) Mo hinh hanh vi mua dffdc phdt trien vd cdng bdbdi PhiHip Kotler (1967), md hinh ndy vdi bffdc, bao gdm: (1) Phat sinh nhu ciu; (2) Tim kiem thdng tin; (3) Banh gid edc phffdng an; (4) Mua hang; (5) Hanh vi sau mua Qud trinh thffc hien hanh vi mua dffdc chia thdnh giai doan chinh, dd la: Trffdc mua (prepurchase); Trong mua (purhase); Sau mua (post-purchase) Khi nghien cffu vd trai nghiem eua khdch hdng qua trinh mua hang, cdc nhd nghien cuXi Iy thuye't nhan tha'y cac nhan td cam xuc, nhan thffe dffdng nhff da bi bd qua Vi the, Howard va Sheth (1969), NesHn vd cdng sff (2006) da de xud't md hinh hanh tnnh mua cua khdch hdng vdi sff tich hpp cua trai nghiem cua khdch hdng vao ba giai doan cua qua trinh mua hdng de tao nen mdt he thdng ly thuyet hoan chinh hdn, Theo dd, hdnh vi mua cua khach hdng Id mpt qud trinh bao gdm tap hdp cua edc hanh ddng tie'p nd'i lien tuc, d dd doanh nghiep vd khdch hang tffdng tac vdi tai cdc diem eham (touch points) va tai cdc diem cham dd, khach hdng se phat sinh trai nghiem Nghien cffu cua Kankainen va cpng sff (2012) md ta hanh trinh khdch hang nhff la qua trinh trai nghiem dich vu thdng qua cde diem Hep xuc khde tff gdc nhin cua khdch hang Patricio va cdng sff (2011) de xud't quan didm hanh trinh khach hang la mdt ehudi cdc diem cham bao gdm td't ca cac hoat ddng, sff kien nham muc tidu eung ca'p dich vu tdi khdeh hang tff gdc tie'p cdn cua khdch hang Ca hai khai niem cua Kankamen va cpng sff (2012), Patricio va cdng sff (2011) deu cd sff xua't hien cua hai thudt ngff "diem tiep xuc - diem cham" vd "gdc dp tie'p can cua khach hang" Vi the, cd the khdng dinh, hanh trinh khdch hang Id hanh trinh cua nhffng diem cham dffdc xay dffng dffa tren gdc nhin tff phia khach hang Day chinh la diem khdc biet kha Idn giffa md hinh hanh vi mua truyen thd'ng dffPc PhiHip Kotler (1967) de xud't, tai dd cdc hoat ddng dffdc thiet ke dffa tren quan diem, gdc nhin eua doanh nghiep, nhd eung cap san pham, dieh vu Didm ch^m (touch point) Cd ra't nhieu nghien cu\i xem xet va dffa quan niem ve diem eham giffa khdeh hang va doanh nghiSp Cd nghien cffu cho rdng, diem cham khdng nham de didn ta mdt thdi diem, ma la mot bffdc (step), mot giai doan (stage, period) qua tnnh mua hdng cua khdch hang Tuy nhien, td't ca cdc nghien cffu va cdng bd' deu ddng thuan vdi quan diem, doanh nghiep va khdch hang chdc chan se cd tffdng tac tai diem cham Trong cde nghien cffu ve hanh trinh khdch hang, cd ra't nhieu cdch phan loai diem cham, nhien, phd bien nhd't la each phdn loai dffa tren dd'i tffdng tdc dpng chinh Cdeh phdn loai dffdc Baxendale vd cdng sff (2015), De Haan W Diesel va Pauwels (2016) ung hd, dd diem cham dffde xac dinh Id diem tiep xuc, tffdng tde va mang lai trai nghiem cho khach hang, bao gdm: (1) Diem cham tff thffdng hieu/doanh nghiep; (2) Diem cham tff ddi tde cung ca'p dich vu; (3) Diem cham tff khach hang; (4) Didm cham tff xa hdi/va cac ye'u td dpc lap ben ngoai Khach hang cd the tiep xuc tffdng tdc vdi mot vai loai hoac ta't ca cac loai diem cham hanh trinh mua hang cua minh va mdi diem cham, tiiy thupc vao ban chd't vd ddc tinh rieng cd cua hanh trinh mua, ma cd tde dpng vd mffc dd anh hffdng khac Do do, cho dtl cung mpt loai diem cham, nhffng vdi mdi nhdm khach hang khdc mdi loai san pham djch vu khac lai cd tdc ddng khde Cu the: 163 - Diem chgm tff thuang hieu/doanh nghiep (brandowned touch point): la cdc diem tffdng tae dffdc thidt ke va chu ddng thffc hien bdi cdng ty va dffdi sff kiem soat ciia cdng ty, bao gdm ta't ca cac boat dpng marketing, ban hang vd truyen thdng doanh nghiep thffc hien - Diem chgm iff doi tdc cung cdp dich vu (partnerowned touch point): la nhffng diem tffdng tac gidn tidp giffa doanh nghiep vd khdeh hang thdng qua tffdng tac vdi ddi tac Clia doanh nghidp Dd'i tdc d day cd the la dai ly cung ca'p dich vu, san pham, cac ddn vi quang cdo, truyen thdng thue ngoai - Diem chgm iff khdch hdng (customer - owned touch point): la nhu^g diem nfdng tac, md khdch hang chu ddng thffc hien de giao tiep vdi doanh nghiep NhiSig diem cham cd the xud't hien ta't ca cac giai doan tff trffdc mua, mua va sau mua Khach hang chu dpng tim kiem thdng tin, nhan tin, gpi dien cho doanh nghiep de tim hieu ve san pham dich vu cua doanh nghiep thdng qua cdc kenh thdng tin eua doanh nghiep - Diem chgm tff phia mdi Irudng xd hgi (Social/ external owned touch point): la nhffng diem eham xud't phdt tff cac ye^u tdben ngodi doanh nghiep, nhff: truyen thdng xa hpi, nhu'ng website ddnh gid, nhffng nhan dinh cua chuyen gia, hay thdm chi Id lffdt like, share cua ngffdi dung mang xa hdi Manchanda, Packard va Pattabhiramaiah (2015) cho rang, nhffng diem cham khdng chu dich lai dffdc khdch hdng sff dung nhidu ldm kenh tham chieu thffc hien hanh trinh mua hang cua minh Tdi ffu hoa trai nghidm khach hang Td'i Uli hod trai nghiem khdch hang (customer experience optimization) Id mpt cdch tiep can todn dien ve trai nghiem khdch hang tren hdnh trinh mua hang tff khdeh hang chffa phdt sinh nhu cau den hanh vi sau mua hang Yeu cau quan trpng cua boat ddng td'i ffu trai nghiem khdch hdng Id tao sff thd'ng nha't ve thdng diep, hinh anh, ban sac va dac diem ciia doanh nghiep, san pham tren ta't ca cac kenh truyen thong, edc diem cham tffdng tac todn bp vdng lap eiia qua trinh mua hang Mtic tieu tm lAi trdi nghiem khdch hdng Muc Heu cd ban ciia viee td'i ffu trai nghiem khach hang la tao gdc nhin ddng nha't ve chd't Iffdng san pham, tinh nha't qudn dich vu md doanh nghiep cung ffng Theo so lieu nghien cu\i cua to chffc nghien cffu khdch hang Genesys, doanh nghiep cd ba mue tieu chinh thffc hien hoat ddng tdi ffu trai nghiem khdch hang, bao gdm: Tdng mffe dp thffc hien hanh vi mua lap Iai (42%); Tang mffe dp hai long vdi san pham, dich vu cua doanh nghiep (33%); Tang kha nang bdn cheo san phd'm (32%) Cung theo nghien cffu tren, cdc nhd khoa hpc de xua't doanh nghiep ehu ddng thffc hien hoat ddng nay, thay vi chi thffc hien hoat dpng kinh doanh, bdn hang gap khd khan hay sut giam (V12Data, 2019) Nghien cffu cua Forrester cung cho thd'y, nhffng doanh nghiep cd dffdc trai nghiem khdch hang td't cd mffc dd nhan biet thffdng hieu cao hdn 1.6 lan, mffe dp 164 hai long cao hdn 1,5 iln, ty le dat hang cao hdn 1,9 Ian, ty le mua lap lai cao hdn 1,7 lan so vdi cdc doanh nghiep khdc (V12Data, 2019) IM ich cua vi$c tdi ffu trdi nghi$m khdch hdng Theo dff bao cua Walker, 10 ndm tdi trai nghiem cua khdeh hang se Id ye^u td' dffng dau cdc nhan td tdc ddng den hdnh vi mua hang tren ca cha't Iffdng san pham hay gid ca Vi the, viec td'i ffli trai nghiem khach hang dffdc cdc nhd nghien cffu xep vao vi tri quan trpng nhat cdc xu hffdng marketing nam 2019 Hdn nffa, khdc vdi mot sd'xu hffdng khdc, tdi du trai nghiem khdch hdng dffng vi tri thff nhd't vdi ca md hinh B2B va B2C (V12Data, 2019) Dieu khdng dinh vai trd tuyet do'i quan trpng cua viec td'ifffftrai nghiem khdch hdng MOT SO GO! Y CHO CONG TAC QUAN TR! Trai nghiem khdch hang ddng vai trd ed't loi sff thdnh cdng cua hoat ddng thu hut va dieu hffdng hanh vi mua cua khdch hang Vi vay, de cd the thu dffdc hieu qua cao nhd't tff boat ddng marketing, gdp phan thue d^y boat dpng kmh doanh chung, cdc doanh nghi$p cin xay dffng chien Iffpc trai nghiem khdch hdng nhdm tdi ffu trai nghiem tai cac diem cham tren hdnh trinh mua ciia hp Cu the, mpt so'gdi y cho edng tdc quan tri marketing, nhff sau: Thff nhdt xdy dung tdm nhin ro rdng, mach lgc ve irdi nghiem khdch hdng Cdc doanh nghiep can cd mdt tim nhin tap trung vao khdch hang mdt each rd rang Tam nhin can dffde thdng nha't xuyen sud't toan bp to chffc, tff ngffdi lanh dao den nhffng nhdn vien ban hang trffc tiep Theo gdi y eiia cac chuyen gia marketing, thi tam nhin ndy nen dffdc tich hdp vd cu the hod ban tuyen bd'tam nhin ciia doanh nghiep nham nha'n manh vai trd cd't ldi cua trai nghiem khdch hang dmh hffdng phat trien cua doanh nghiep Thff hai hieu khdch hdng Id Theo dd, can xac dinh chdn dung khdch hang (customer persona) vdi nhffng ddc diem mang tinh dac trffng Chi cd hieu bie't mdt edch sdu sdc ve khdch hang vd nhffng ddc diem cua hp, doanh nghiep mdi cd the phuc vu va mang lai trai nghidm td't nha't cho khdch hang Ddy chinh Id npi dung cd ban cua chinh sach lay khach hiing Iam trung tara. _ ThUba tao ket no, cam xuc vdi khdch M/i| M l nghiem khach hang mang nh^eu tinh cam xuc hdn la hilnh dong, vi the viec CO gang tao nMng cam xuc t6t, sau sir dung san pham, dich vu, lii muc tieu tien quy6t cua cac chien thuSt toi iru hoa di6m cham Thii tu, liu doan va xay dung kich ban tuang tac vdl khach hang tai diem cham Vitedirdoan phan ling cam xiic va hanh IAI H | U THAMKHAO vi cua khach hang tai diem cham Mdng tac giiip doanh nghiep co dUdc cai nhin tdng quat ve ca mat cam xiic va hanh vi cOa khach hiing tren hanh trinh mua Xua't phiit til nhiing du doan, doanh nghiep chii dong xay dirng nhifng diem cham tinh te nhim tao trai nghiem td't cho khiich hiing cung nhir xiJ ly nliiJng trai nghiem xau co the phat sinh Vdi mdi diem cham tren hinh trinh mua, bao gom: diem cham tir doanh nghiep di6'm cham tir khiich hilng, hay tit do'i tac va cac ye'u to' moi tnrdng, doanh nghiep can co nhtfng kich ban nham toi Uu cam xdc cho khach hang va loai bo nhifng cd hpi xua't hien trai nghiem xa'u.• _ _ Baxendale, Shane, Emma K Macdonald, and Hugh N Wilson (2015) The Impact of Different Touchpoints on Brand Con- sideration Journal of Retailing 91 (2), 235-253 Brakus, J J., Sehmitt, B H and Zarantonello, L (2009) Brand experience: what is i f How is it measured? 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