YEU TO ANH HlTdlUG DEN LONG TRUNG THANH CUA KHACH HANG DOI VOfl CONG TY XO SO KIEN THIET SOC TRANG Nguyen Trunq Hieli Cong ty TNHH MTV Xo so kien thiel Sdc Trang Email: nguyenbunghieu2009@gmail.com Ha Nam Khanh Giao Tnidng Dai hpc Tai Chfnh - Marketing Email: khanhgiaohn@yahoo.com Ngaynh$n: 28/02/2017 Ngaynh$nlal: 06/03/2017 Ngayduy$tdang: 13/03/2017 c'\ ghlen ctfu kiem dinh mtfc dd tic ddng cua dcyeu to anh hudng den Idng trung cua khich _y}^ang doi vdi cdng ty xS si kiin thiit Sdc Tring, bing viic khao sit 247 dai ly dp vi cip Phuang phap phin tich Cronbachs Alpha, phin tich EFA cOng vdi phin tich hoi quy bdi dUdc stf dung vdi phuang tien SPSS Kit qua cho thiy mtfc dd anh htfdng cOa dc yeu ti din long trung cOa khich hing doi vdi dng ty xS so kiin thiit Sdc Tring - theo tam quan trgng giam dan: stf hai tdng gia tn mdi quan hd, sU tin nhidm, hlnh anh thuang hiiu, chat lugng dich vu Nghidn ctfu di mdt si him y quan tn cho cac nha quan ly dng ty nham ning cao Idng trung thinh cua cac dai ly: Ttf khda: Ldng trung thanh, Hinh anh thuang hieu Chat lUdng dich vu "long quan Viet Nam, xo sd dUde xdc dmh id mdt nganh dieh vu ddc thu vdi ten gpi xd so kien thiet (XSKT) Nhd nudc ddc quyen quan ty va kmh doanh vdi phuong cham "ieh nude, ldi nhd" Hoat ddng kinh doanh XSKT ca nude lien tuc dat dupe nhQng ket qua rat dang khich le ea ve doanh thu vd so thu ndp ngan sdch nha nudc (Vietlott, 2014), toan bd ngudn thu dUdc cac dja phUdng sd dung de dau tu vdo ITnh vyc y te, giao dgc va phuc ldi xa hdi edng eong Quy md phat then va ddi hdi ciJa th| trudng da vd dang dat vj^ee ban hdnh mdi va sda cae quy dmhj/e eae chuan mUe va ehi tieu quan ly nghiep vu de dam bao cho hoat ddng xo so phdt trien ben vQng: cdc chi tigu ve ty Id tieu thy ve, ty Id edng np, ty le the chdp, ty Id hoa hdng, eac tieu ehuan ve dam bao tinh khach quan, trung thue kfiau yeu eua hoat ddng XSKT Trong bdi eanh dd, khaeh hang Id nhdn td quyet djnh su tdn tai cda cdc edng ty XSKT Theo BiJi Quang QuJ 22 (2013), sy khae biet cda ITnh vuc kinh doanh xdsd so vdi cac nganh khae la d etid: lam khaeh hang dgi ly thda man vd chap nh$n tin tudng dd tua chpn thi can phat cd nhQng phUOng thdc rieng va gan iien vdi chat lupng dich vu cung cap ket qu3 xo sd nhanh, phUdng thdc tra thUdng ve so triing thudng tien ipi ma thudng dUde khdch hang rat de cam nhdn Cd sd ly thuyet Ho^t ddng kinh doanh x6so Xd sd (Lotteries) dai didn cho mot nhiing hinh thdc tau ddi vd phd bien nhat cOa trd ehdi may rui trgn thdgidi.Xo so cd ngudn gdc It nhdt til thdi Rome cd dai, thdm chl ed the sdm hdn tdtrieu dai nha Hdn ciia Trung Quoc vao the kJ thd hai tnJdc Cdng nguydn (Grote va Matheson, 2011) Xd sd cd eac thudc tinh khde thudng vd dde dao ma Idm d i o nd Uidnh hign tuong hdp dan ddi vdi eac nha nghien cdu Xd sd id su kdt hpp cda m6t khoan ddu tu (Seiinger, 1993) vdi yeu td giai tri (Wagman, 1986) Sy ket \\qp ndy giai tUdn cho khoa hoc I h i f t f n g m a i ^ = ^ ^ = ^ = ^ = ^ ^ = ^ ^ - ^ = = = ^ = ^ So 106/2017 QUAN T R | KINH DOANH viSc dd Id xd so ddng mdt phan quan trpng cudc sdng eua ngudi tieu dung (Miyazaki vd edngsu, 1999J Kinh doanh xo so Id hoat dpng kinh doanh dya tren cdc sU kidn cd kdt qua ngau nhidn, dUde td chdc theo nguydn tac doanh nghi$p thu tien tham gta dy thudng cua khach hang vd thyc hidn tra thudng cho jjhdch hang trCing thudng (Chinh phu, 2007) d Viet Nam, xd so dUpc Nhd nude eho phep chinh thdc phdt hanh tit ndm 1962 vd tat ca eac cdng ty xo sd ca nUdc deu la edng ty trdch nhiem hQu han mdt vidn, Nhd nude sd hUu 100% vdn Hogt ddng kinh doanh xd so phat tudn thu nguydn tdc sau: (1) Chl cd doanh nghidp dUdc cd quan nhd nUdc cd tham quyen cap giay chQng nhdn dCi dieu kidn kinh doanh xd sd mdi dUdc phdp to chdc hoat ddng kinh doanh xo sd, (2) Hoat ddng kinh doanh xo so phai dam bao minli bach, khaeh quan, trung thye, bao vd quyen vd Ipi [ch ciJa ede bdn tiiam gia Bd Tdi chinh Id cd quan dupe Chinh phd giao nhiem vy thdng nhat Idm dau mot quan \^ nha nudc tat ca ede loai hinh vd hoat ddng eua cae cdng ty xd sd tren pham vi todn qudc Hidn nay, quy djnh cho phep thuc hidn hai loai hinfi xo sd phd bien tren thi trUdng Id loai hinh md thudng trudc, biet ket qua ngay: (1) Xd sd cao biet ket qud vd (2) Xd sd bdc biet ket qua ngay; vd loai hlnh md thudng biet ket qud sau: (1) Xo so truyen thdng, vd (2) Xo so ty chpn gdm Xd sd Idtd thu edng va Xo so didn todn Dai ly xd sd la td chdc, ed nhdn thue hidn ky hdp ddng vdi doanh nghidp kinh doanh xd sd de thuc hidn tieu thu ve va tra thudng eho khach hang tning thudng (Chinh phu, 2007), dam bao eae dieu kidn: (1) La cdng ddn Vidt Nam thudng tru tgi Vidt Nam, cd nang tyc hdnh vi ddn sU ddy du; ndu la to chdc phai Id td chdc kinh te dupc thdnh ldp vd hoat ddng hdp phdp tai Vidt Nam; (2) Cd hinh thQe bao dam toan theo quy dmh tai Qieu 13 Nghj dmh vd kinh doanh xo s d d e bao ddm nghTa vy ttianh toan ddi vdi doanh nghiep kinh doanh xd sd; (3) DUde hudng hoa hong dai ly tren gid tri ve sd da bdn vd phi toan tren gid trj cac giai thudng da toan Ldng trung tiianh cua kiiach hang Ldng trung eua khdch hang 6\jqc khat nidm theo nhidu cdch khae Oliver (2010) djnh nghTa: tdng trung thdnh la sy earn ket sdu sac mua tgi hodc ghe tham lai san pham (djch vy) ua thich tuong lai, dd gdy sy ldp lai cung nhan hidu hodc ddt hang tgt, du nhQng anh hudng So 106/2017 hodn canh vd no'lue marketing cd kha nang dan ddn viec chuyen ddi hanh vi Theo Ganesh va edng su (2000), Idng trung thdnh dupc md ta nhu Id sy ket hpp cdng khai giiia hdnh vi trung vd sy cam ket quan he Ldng ^ung dupe dinh nghTa va ludng theo mdt ba each khae nhau: ludng hdnh vi, iudng thai dp, ludng ket hpp ea hanh vi va thai dp Nhu vdy tdng trung eua khaeh hdng Id nhQng thien hudng tieh eye khaeh hang nghT ve edng ty hay thUdng hidu ma hp ua thi'ch Qua nhQng nghidn cdu vd ddng gdp ve khat nidm va tudng ldng trung thdnh, eae nha nghien cQu da kha thdng nhat d quan niem eho rang Idng trung thdnh dUdc nhdn biet til hai khia cgnh chfnh: khia canh hdnh vi vd khia cgnh thai dd Hanh vi trung thdnh am ehi sy ldp lat vide mua hdng hda/djch vu eua mdt thUdng hieu suot thdi gian ddi vd thai dp trung thdnh am ehi thai dd Ua chudng hodc y dmh mua kien djnh cda khach hang ddi vdi hang hda/djch vu eua mdt thUdng hieu (Gremler vd Brown, 1996) Trong th[ trudng cdng nghiep, hdnh vi trung thdnh cd the dieh giai bing nhQng hieu qua hanh ddng eu the cda khaeh hdng nhU: sy ldp tai vide mua hang hda/dich vu hay giao dicfi ftiudng mat vdi mdt nhd cung cap/doi tae; sy tdi lui thudng xuyen vdt nhd eung cap/doi tae; sU san sang gidi thieu ve nhd eung cap/doi tac cho nhQng ngudi khae vd tang mde sii dung (Bojei vd Atwie, 2010) Thai dd trung ed thd didn giai qua sU kien d]nh tri mot quan hg vdi nhd cung cap dau rang eae nhd cung cap khae ed nhQng no'lue tiep thj nham Idi keo khaeh hang ve phia minh (Oliver, 2010) Va nhu vdy, Idng trung theo thai dd tang thi long trung theo hdnh vi cung tang (Gounaris va Stathakopoulos, 2004) Eskandarikhoee (2010) ludng long trung cua khdch hdng tai cda hang dien tQ d Iran eho thay yeu to: (1) su hai Idng, (2) su tin nhidm, (3) chat lUdng djch vy Beh (2009) nghien cdu cac yeu to anh hudng den Idng tnjng thdnh ciia khaeh hang sit dung djch vu ngan hdng didn td tgi Malaysia, eae yeu to bao gdm: (1) chat lUdng dich vy, (2) gia tri cam nhdn, (3) sU tin nhiem, (4) thdt quen, (5) danh tieng Barsky va Tzolov (2010) thye hien nghien cQu ve tinh hidu qua eua cac ehUdng trinh Idng trung thdnh casino d My, den phdn khiic cac vidn chuong trinh trung thanh: (1) sy hai Idng vdi kinh nghiem casino, (2) Idng trung casino, (3) ket n a cam xuc, (4) gia trj cam nhdn Nfliremadi va cgng sy (2011) da Jhoa hoc g'mai QUAN TR| KINH DOANH ; long hgp dc nghien cQu vi ldng trung khich hang nghien cdu anh hudng cda hinh anh eua edng ty vdo Nguyen Eskandar Beh Barsky Miremadl Hoang Thi sy trung eua khaeh ^•-^.^^^ NghiSn ciiu Tht Mai (2009) vkdjngai PtuMigThiovl hang to chdc (B2B) tai Iran, Trang (2010) (2011) Hen ^~"^.„^ Nguyen Cbig ket qua chdng minti rang (2006) (2010) Phuc (2015) hinh anh ciia cdng ty cd Chat liKInq dich vu X X X X anh hudng den Idng trung Gia tri cam nhan X thanh, sy hdi tdng cda SU b'n nhiem X X X khaeh hang cd tae ddng Thoi quen X X X X mgnh me den Idng trung Su hai lonq X "' va gia tn moi quan he Kind ngtiiSm X X X khdng ed tae ddng dang ke Hlnh anh thudnq hieu X X Gia tn mS guan hg den long trung X Tgi Vidt Nam, BCii Quang Chat luonq san pham X