Mot so van de ccf ban nghien culi ve long trung cua khach hang kinh doanh djch vu LE ANH TOAN' NGaVEN THI KIM TH/VNH" Tom d t Bdi viit xem xet ede nghien etiu quan trgng linh vUe ve long trung thdnh eda khdeh hdng linh vUe dieh vu trin thi gidi vd d Viil Nam mdl cdch cd he thdng Dong thdi, dua eac quan diim ca bdn ve cdc yi'u td'dnh hudng tdi ldng trung thdnh cua khdch hdng, mUc dnh hudng cda cdc yeu tdvd sU tuang tdc cua ede yiu tdndy vdi md'i quan he vdi long trung thdnh cua khdch hdng Tff khoa: ldng trung thdnh y dinh hdnh vi, nhdn tddnh Summary The paper systematically reviews global and domestic researches related to customer loyalty in service sector At the same time, it provides a basic perspective on the determinants of customer loyalty, impact of these factors and their interaction to customer loyalty Keywords, loyalty, behavioral intention, determinants GICJI THIEU Tren the^ gidi, cd nhieu nghien cdu ve long trung ciia khach hang cac Imh vffe dich vu, dac biSt la cae ITnh vffc ban Ie, dieh vu ngdn hang Tuy nhiSn, tai ViSt Nam, hiSn eon thidu ede nghiSn cffu tong kdt cde vd'n dd cp ban ve cdc nhan td tdc dpng Ien long trung thdnh cua khach hang ITnh vffc kinh doanh dieh vu Chinh vi vay, bai vie't hffdng tdi mue tiSu tdng ke't, danh gid ede nhdn tddnh hffdng tdi long trung thdnh eua khdeh hang linb vffc kinh doanh dich vu tren IhS'gidi, ciing nhff tai Viet Nam va dffa mpt sd hffdng nghien cffu cd trien vpng thdi gian tiep theo L N TRJJNC THANH KHACH HANG VA CAC YEU TO ANH Hl/dNG T6\ LONG TRUNG THANHTRONG KINH DOANH DjCH VU Long trung thdnh vd y dinh hdnh vi mua hdng (tii'p tuc sd dung dieh vu) Long trung cua khdch hdng ed the xem nhff cam ke't tie^p tuc mua san pham hay sff dung dich vu tff mpt nhd cung cap (Wei-Ming, Qu, Sbih Chia-Mei, Chen Chin-Yuan va Wang Kuo-Chang (2011)) Ldng trung thdnh hay y dinh hdnh vimua hdng Id mdt nhifng muc tieu quan ciia eac nha td chffc yeu to' se giff chdn eae khdch hdng va mang Iai lpi nhudn eho to ehffc ddi ban Ldng trung thdnh cua khdch hdng cd thd dffdc Itfdng thdng qua: (I) Hdnh vi truydn miSng; (2) Gidi thiSu cho ngffdi khdc; (3) t dinh tiS'p tue sff dung san pham/ dich vu va (4) Sff it nhay cam vdi thay ddi ve gid (Zeithaml, Valarie A., Leonard L Berry vd A Parasuraman (1996)) Chd't liigng dfch vg, gid tri cdm nhgn vd sU hai long cua khdch hdng Chdt lugng dich vti Chd't Iffdng dieh vu theo y nghTa truyen thd'ng dffde xem la kha ndng ddm bao dieh vu cam nhdn phai de'p cdn dffde vdi dich vu mong mud'n tff phia khdch bdng Dd danh gid chat Iffpng cam nhan, Grdnroos, Christian (1984) dffa khdi niem: eha't Iffdng ky thuat, eha't Iffdng chffc nang va hinh dnh edng ty "PGS, TS,, **ThS., Trifdng D^i hpc Dien Iffc I Email; tuanla@epu.edu.vn Ngdy nhdn bdi; 19/09/2017; Ngay phdn bm: 19/10/2017; Ngdy duyet ddng: 22/10/2017 108 Kinh te a Dir bao Zeithaml, Valarie A., Leonard L 3erry va A Parasuraman (1988) ddnh 'id chat Iffpng dich vu la khoang cdch jiffa chCt Iffdng earn nhan va chd't Iffdng rSng dpi Cac tac gia dtfa thang :hd't Itfdng dich vu vdi nhdm yeu td: ;i) Hffu hinb; (2) t i n cdy; (3) Dap ffng; ;4) Dam bao vd (5) Cdm thdng Trong ITnh vffc Ifinb doanh dich vu the thao, Ko, Vong Jae va Donna L Pastore (2005) de xud't sff dung md hinh ddnh gid eha't Itfdng dich vu gdm thdnh phan cdban: (I) Chat Itfdng ehtfdng trinh; (2) Chat Itfpng ttfdng tde; (3) Cha't Iffpng diu vd (4) Chd't Iffpng mdi trffdng vdt ly Gid tri cdm nhdn Gid tri cam nhdn ed the xem la danh gia tdng quan cua khdch hang ve gid tri sff dung ciia san pham dffa trSn gid tri nhdn dffpc va gia tri dffde cung cap Gid trithd hiSn sff thoa hiSp giffa cdc gid tri quan dffpc dffa va nhdn dffdc(ZeithamI, Valarie A., Leonard L Berry va A Parasuraman (1988)) Parasuraman, A va Dhruv Grewal (2000)dffa khia canh cua gid tri cam nhdn, ve ed ban dffa tren cam nhan vd gia: - Gid tri nhdn dffde: lpi ich (tffdng dd'i so vdi chi phi bd ra) khach hang tin hp nhdn dffpc sff dung dich vu; - Gid tri trao ddi: sff thoa man cd dffdc mdt giao dich td't; - Gia trj su" dung: Idi ieh cd dffde tff viec sff dung hay tiSu dilng dich vu; - Gid tri mua Iai: gid tri cdn Iai tai thdi didm mua mdi hoac ket thuc sff dung St/ hdi ldng cda khdeh hdng Sff hai Idng ciia khach hang thffdng dffpc xem la nhan thffc ca nhdn ve sff wan hdo eiia sdn phlm/dich vu liSn juan den sff dpi ciia ho Ddp ffng 5ff dpi eua khdeh hang se mang lai iff hdi long (Torres, Edwin N va Sheryl iCline(2013)) Theo Anderson, Eugene W., Claes -ornellvd Donald R Lehmann (1994), itf hdi long ciia khach hang chia thanh2 oai: theo dac tinh giao dieh vd tich liiy Jtfhdi long giao dicb dtfa trSn viec danh jid sau giao dich mua hang hoac sff dung lich vu Sff hai long tich luy dffa trSn ldnh gia tdng quat cae trai nghiSm sff lung hang hda/dich vu theo thdi gian Clemes, Michael D., Christopher Gan d Min Ren (2011) ehi rang, stf hdi 5ng ciia khdch hang Id yen to chinh dam ido ldi ich dai ban ciia doanh nghiSp, giff hdn •^ • g'3 '^^"S '™S trung thdnh cua khdch hang Do vay, viec mang den sff hai long ciia khdch hang la ye'u to quan trpng quyS't dinh sff sdng cdn vd ldi ich dai ban ciia doanh nghiep Anh hudng eua chdt lugng dich vu, gid tri cdm nhdn vd su hdi long khdch hdng tdi long trung thdnh cda khdch hdng Nghien effu eiia Andreassen, Tor Wallin va Bodil Lindestad (1998), nha'n manh, vai trd cua cha't Iffpng vd gid tri dich vu anh hffdng tdi sff hdi Idng cua khdeh hang va anh hffdng gidn tiS'p cua chat Iffpng va gid tri dich vu ISn y dinh hanh vi mua hang cua khdch hang Trong cdc nhan td nay, sff hdi long ciia khdch hang cd tde ddng ldn nhat ISn y dinh hanh vi Tuy nhien, sff tffdng tdc cua cae nhan to la khong hodn toan gidng ede mdi trffdng khae Oh, Haemoon (1999) chi ro, ehd't Iffdng cd tdc dpng tieh effe tdi gia tri dich vu va sff hai Idng cua khdch hdng, nhien lai khdng ed tde dpng trffc tiS'p tdi long trung ciia khaeh hang Nguyen Quoe Cuong, Sirion Chaipoopirutana vd Howard W.Combs (2011) nghiSn cffu thi trffdng ngdn hdng tai TP Hd Chi Minh, chd't Iffpng dich vu va sff hdi long cd tdc dSng ddng kd tdi long trung ciia khdeh hdng NguySn Thi An Binh va Long Pham (2015) eung dffa kS't ludn tffPng tff nghiSn cffu cdc ngan hdng tbtfdng mai co phan tai Viet Nam Theo Ko, Yong Jae vd Donna L Pastore (2005), sff khdc chii ye'u giffa md hinh cho linh vffc dich vu du lich the thao so vdi md hinh ITnh vffe dieh vu ndi chung la d cdc phan ca'u ehdt Iffdng dieh Hinh dnh cua eongty(diem din, sUkien, thuang hieu) Hinh anh edng ty dffdc xem nhff cam nhan ve mot td chffc dffdc phan anh bd nhd ciia khdcb hdng (Keller, Kevin Lane (1993)) Grdnroos, Chnstian (1984) chi rang, hinh anh cdng ty dffpe xac dmh la ydu td quan trpng de danh gid tdng thd vd eha't Iffdng dich vu cua cong ty Trong md hinh nghien cffu nay, tac gia xac dinh hinh anh eiia cdng ty phan anh chd't Iffdng thudc tinh va cha't Iffpng ky thuat tdc ddng trffc tie'p tdi chd't Iffpng earn nhan ciia khdeh hdng TheoAndreassen, Tor Wallm va Bodil Lindestad (1998), hinh anh edng ty cd anh hffdng tdi sff lffa chpn cdng ty cua khdeh hang, cde thudc tinh dich vu khd ddnh gia Hinb anh cdng ty dffdc hinh va phdt trien tdm tri khdch hdng thdng qua qud trinh truyen thdng va kinh nghiem Hinh anh cdng ty cd the tao bieu ffng vang bao quang (halo) quye't dinh vd sff hai long cua khach hang Khi khdch hang hai long vdi dich vu cung cd'p, thai ciia hp vdi doanh nghiep se dffdc cai thien Thdi dp se anh hffdng tdi sff hdi long ciia khdeh hang dd'i vdi doanh nghiep Hinh anh cdng ty dffpe danh gia la mot nhffng ye'u tdquan anh htfdng tdi long trung hay y dinh hdnh vi mua hang eua khaeh hang Sff anh htfdng ciia yS'u td tdi long trung ciia khdch hang mo dffpc ddnh gia md hinh cua Andreassen, Tor WalUn va Bodil Lindestad (1998) Trong ITnh vffc kinh doanh dieh vu du lich nghien effu Wong, Jose, Hung-Che Wuvd Ching-Chan Cheng (2015) cho thd'y, hinh anh ciia Ie hpi cd anh hffdng tich ctfc tdi sff hai long dS'i vdi IS hoi, nhffng lai khdng cd tae dpng tdi sff trung thdnh vdi IS hdi ChiMng trinh khdch hdng trung thdnh Yi, Youjae vd Hoseong Jeon (2003) dinh nghTa chffdng trinh khaeh hdng trung thdnh Id mpt ke' hoach marketing dffpc thiS't kd de ndng eao ldng trung thdnh eiia khach hang tbdng qua cung cd^p cdc khuyS'n khich khdch hang bang cae lpi ich tang them Phan ldn cdc ehffdng trinh khdch hang trung dffdc thiet ke vdi loai: (1) The qud tang vdi gid mua thd'p nhat; (2) The gidm gid khach hdng (bao gdm the qud tang, giam gid dac biet cho hpi viSn, cdc chffPng trinh Idi Ich Idn cho hpi vien); (3) Cdc chffdng trinh xo sd Nghien cffuVesel, Patrick va Vesna Zabkar (2009) xdc nhan rang, chtfdng trinh khach hang trung thdnh cd anh hffdng tieh effe tdi long trung ea khach hang Ngodi anh hffdng trffc tidp, chffdng trinh khach hang trung thdnh cdn anh hffdng gian tidp thong qua sff hai long cua khdch hdng Su tin tudng cua khdch hdng Theo Kee, Herbert W va Robert E Knox (1970), sff tin tffdng cua khdch hang cd the dffde dinh nghia Id stf sdn sdng chap nhan cua mpt bSn dd'i vdi riii ro hanh ddng cua mdt ben khdc gdy dffa trSn sff dpi ben se thffc hiSn hanh dSng quan trgng phu hdp vdi ben tin tffdng, khdng Iffu tam tdi kha nang giam sat hay kiem sodt Theo Dang Thi Kim Thoa, NguySn Thi Quynh Trang, NguySn Van Htfdng va Tran Uvlu Cffdng (2015), chat Iffpng cd anb htfdng tfeh effe tdi sff tin ttfdng cua khach hang va stf tin tffdng eua khdch hang tae ddng tich ctfc tdi long trung cua khach hdng thdng qua khao sat mdt ehudi siSu thi Idn tai Hd Npi NghiSn cffu cua Seyed Javadein, Seyed Reza, Amir Khanlari va Mehrdad Estiri (2008) ve dich vu the thao iai cho tha'y, chat Iffdng dich vu anh hffdng khong ddng ke tdi sff tin tffdng Tuy nhiSn, sff hdi Idng ciia khach hang trffdng hpp ndy ed tde dpng tich ctfc tdi sff tin tffdng va sff tin tffdng cd anh hffdng ddng kd tdi ldng trung ciia khdch hang Ddi xd edng bdng Sff nhan thffc ve edng bang la ddnh gid tdng qudt ciia khach hang ve tieu chi cong bang va hdp Xf cua cdc dieh vu ciia cdng ty vd qua trinh giai quyS't cdc vd'n de va phan nan cua khdch hang eiia ddn vi (Hellier, Phillip K., Gus M Geursen, Rodney A Carr va John A Rickard (2003)) Hutchinson, Joe, Fujun Lai va Youcheng Wang (2009) ddnh gid anh hffdng eiia ydu td ddi xff cdng bang ISn gid tri cam nhan va sff hai long eiia khdch hang do'i vdi cdc dich vu ciia sdn golf Nghien cffu ehi rang, nhan thffc ve sff cong bang chiu anh hffdng trffc dS'p ciia cha't Itfdng dich vu vd gdy cdc tac ddng quan no trpng len gia tri dieh vu va sff hai ldng cua khdch bang Chiphi chuyin ddi Theo Hellier, Phillip K., Gus M Geursen, Rodney A Carr va John A Rickard (2003), chi phi chuyen ddi la chi phi mat mdt cua khach hdng bao gdm thdi gian, nd Iffc va tien liSn quan tdi viSe chuyen sang mpt nhd cung cd'p dich vu khdc Ddng thdi, ehi phi chuydn ddi chju anh hffdng trffe tie'p ciia sff hai Idng cua khdeh hang va eo tdc dpng ddng ke tdi Iffa chpn thffdng hieu cua khdch hang.Nguyen Thi An Binh vd Long Pham (2015) xae nhdn, dnh hffdng tich effe eua ehi phi chuyen ddi tdi ldng trung thdnh eiia khdch hang nghiSn cffu cdc ngan hang thffdng mai cd phan tai Viet Nam KET LUAN Stf hdi long va long trung thdnh cua khdch hang cd tdc dpng tich cffc tdi kdt qua kinh doanh BSn eanh do, ldng trung cua khaeh hdng cdn giiip tdng hiSu Ong truydn miSng tao cdc tdc dpng tieh cffc gia tdng so' Iffdng khach hang cho cdng ty Do v^y, viec nghien cffu ve cac ye'u td tac dong cac cac ydu td len Idng trung eiia khaeh hdng cd vai tro rd!^t quan trpng thffe tS' Cac kdt qud tdng hpp ddnh gid cho thd'y, ta't cd cac ITnh vffc dich vu Idng trung ciia khdch hang deu chiu tde dpng d mffe dd khde eiia cdc ye'u td: Chd't Iffpng dich vu; Gia tri dieh vu; Sff hdi long ciia khdch hang; Hinh anh edng ty/diem de^n; ChffPng trinh khdch hdng trung thdnh; Sff tin tffdng; Sff cdng biing va Chi phi chuyen doi Trong cac yeu td tdc ddng ddn Idng trung cua khaeh hang, ye'u tS' Stf hdi long ciia khdch hang luon cd tdc ddng dang ke nha't ph£n ldn cdc nghiSn eihi va ddy la nhan td cd td't cd cac loai hinh kinh doanh dich vu Ben canh Sff hdi long cua khdeh hang, Chd't Iffdng dich vu va Gid tri cam nhan eung cd vai trd quan trpng Tuy nhiSn, tde ddng ciia Chd't Itfdng dieh vu tdi long trung ciia khach hang thffdng dffdc phdn dnh gidn tie'p thdng qua sff hdi Idng ciia khdch hdng Hinh anh cong ty/diem de'n, Sff tin tffdng, Stf cdng bang eung ed!p dich vu cung the hien vai trd quan trpng dS'i vdi Idng trung thdnh khdch hang ihieu trtfdng hdp M6t sd' ye'u td' chi ;udt hiSn mpt sd trffdng hdp cu the Chtfdng trinh khdch hang trung thanh, ;;hi phi chuyen ddi) c6 nhiftig tdc ddng ddng ke nhd't dinh ddi vdi long trung eua khdch hdng Cde tde ddng ndy ed the ldi keo vd giff chan cdc khach hang trung va can dffpc cdc nha quan Iy quan tdm tren thffc te.Q _ -TAI LIEU THAM KHAO Dang Thi Kim Thoa, Nguyen Thi QuJ-nh Trang, Nguyen Van Hffdng vd Tran Hffu Cffdng 2015) Phan tieh ede nhdn td'anh hffdng ddn Idng trung cua khach hdng ddi vdi dieh vu )dn IS eiia he thd'ng siSu thi Hapro mart Ha NSi, Tap chi Khoa hoc Ndng nghiep Viet Nam, 14 1295-1303 Nguyen Thi An Binh vd Long Pham (2015) NghiSn cffu cdc nhan tdtac ddng ISn Idng trung hanh eua khaeh hdng ITnh vtfc ngdn hang ban Id, Tgp chi Kinh ti & Phdt trien, 221,75-81 Anderson, Eugene W., Claes Fomell and Donald R Lehmann (1994) Customer satisfaction, narket share, and profitability: Findings from Sweden, Journal of Marketing, 58, 53-66 Andreassen, Tor WaHin and Bodil Lindestad (1998) Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise International Journal of Service Industry Management 9, 7-23 Cronin, J Joseph, and Steven A Taylor (1992) Measuring service quahty: A reexamination md extension, Joumal of Marketing 56, 55-68 Grdnroos, Christian (1984) A service quality model and its marketing implications, European Journal of Marketing 18,36-44 Hellier, Phillip K., Gus M Geursen, Rodney A Carrand John A Rickard (2003) Customer epurchase intendon: A general structural equation model, European Journal of Marketing, 37, ,762-1800 Hutchinson, Joe, Fujun Lai and Youcheng Wang (2009) Understanding the relationships f quality, value, equity, satisfaction, and behavioral intentions among golf travelers Tourism klanagement, 30, 298-308 Kee, Herbert W.and Robert E Knox (1970) Conceptual and methodological consideradons n the study of trust and suspicion The Joumal of Conflict Resolution, 14, 357-366 10 Keller, Kevin Lane (1993) Conceptualizing, measuring, and managing customer-based irand equity Journal of Marketing, 57, 1-22 11 Ko, Yong Jae and Donna L Pastore (2005) A hierarchical model of service quality for the eereational sport industry Sport Marketing Quarterly, 14, 84-97 12 Nguyen, Quoc Cuong, Sirion Chaipoopirutana and Howard W Combs (2011) A servperf nodel ofthe Vietnamese banking industry Journal of Business and Behavioral Sciences, 23,198-215 13 Oh, Haemoon (1999) Service quality, customer 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customer loyalty programs, service quality, relationship quality and loyalty: An empirical Hdy, Chinese Management Studies, 5, 194-206 19 Yi, Youjae and Hoseong Jeon (2003) Effects of loyalty programs on value percepdon, rogram loyalty, and brand Xoyii\\.y, Joumal of the Academy of Marketing Science, 31, 229 20 Zeithaml, Valarie A., Leonard L Berryand A Parasuraman (1988) Communication and mtrol processes in the delivery of service quality Journal of Marketing, 52, 35-48 21 Zeithaml, Valarie A., Leonard L Berryand A Parasuraman (1996) The behavioral msequences oi service quaXity, Journal of Marketing, 60, 31-46 Hid Forei^ii.st Review ill ... ldng trung thdnh eiia khdch hang nghiSn cffu cdc ngan hang thffdng mai cd phan tai Viet Nam KET LUAN Stf hdi long va long trung thdnh cua khdch hang cd tdc dpng tich cffc tdi kdt qua kinh doanh. .. dd'i vdi doanh nghiep Hinh anh cdng ty dffpe danh gia la mot nhffng ye'u tdquan anh htfdng tdi long trung hay y dinh hdnh vi mua hang eua khaeh hang Sff anh htfdng ciia yS'u td tdi long trung ciia... khdch hang mo dffpc ddnh gia md hinh cua Andreassen, Tor WalUn va Bodil Lindestad (1998) Trong ITnh vffc kinh doanh dieh vu du lich nghien effu Wong, Jose, Hung-Che Wuvd Ching-Chan Cheng (2015) cho