ảnh hưởng của trải nghiệm thương hiệu đến lòng trung thành thương hiệu trong kinh doanh bán lẻ thời trang

•67 Pham Thl Lan Hircng & cfing su Tap chi Phat inen Kinh te 27(3), 80-97 Fo ^ Of Anh hirdng cua trai nghiem thircng hieu d§n long trung thircyng hieu kinJLdoanh ban le thOT_trang PHAM THI LAN HUONG /j Trucmg Dai hoc Kmh t^ Da N5ng - phamlanhuong2008@gmail.com NGO THI HONG Truong Cao ding Thuong mai - ngohong,dn@gmail.com TRAN TRIEU KHAI ^ TN CUA HANG 0,33 0,06 5,86 ** * 0,87 1,15 TN SAN PHAM -» TINH CACH TH 0,29 0,06 4,49 ** "• 0,70 1,42 TN CUA HANG ^ TINH CACH TH 0,29 0,07 3,93 ** * 0,70 1,42 TN SAN PHAM -> NIEM TIN 0,32 0.07 4,58 *• * 0,70 1,42 TN CUA HANG -> NIEM TIN 0,29 0,09 3,40 ** * 0,70 1,42 TN SAN PHAM -^ HAI LONG 0,39 0,06 6,81 ** * 0,62 1,62 TN CUA HANG -> HAI LONG 0,17 0,06 2,72 •* * 0,62 1,61 TINH CACH TH -> HAI LONG 0,18 0,06 3,24 ** * 0,67 1,50 NIEMTIN4HAIL0NG 0,19 0,06 3.15 ** * 0,64 1,56 TN SAN PHAM-^ TRUNG THANH 0,25 0,07 3,40 ** * 0,51 1,94 TN CUA HANG->TRUNG THANH 0,22 0,06 3,81 *** 0,61 1,63 NIEM TIN -^ TRUNG THANH 0,03 0,06 0,57 NS 0,65 1,54 HAI LONG ^ TRUNG THANH 0,33 0,08 4,15 **••* 0,47 2,11 Tmng binh Ghi chii: *•• p 0,l) - Ddnh gid phii hap cua md hinh: Cac phan cua trai nghiem thuang hieu giai thich dugc khoang 41% va 35% bien thien cua trai nghiem san phdm va trai nghiem cua hang Tiep theo, hai loai trai nghiem giai thich dugc khoang 26% cho ti'nh each thuang hieu va 29% cho niem tin thuang hieu Tdng hgp lai, ca hai loai trai nghiem thuang hieu cdng vdi niem tin va tinh each thuang hieu giai thich dugc gkn 55% bi^n thien cua su hai Idng thuang hieu Cudi cung, 49% sy biSn thien ciia long trung thuang hieu dugc giai thich bdi trai nghiem, ni6m tin va su hai ldng thuang hieu Nhu vay, xet ve muc tieu dy bao cho ldng trung thuang hieu thi md hinh nghien cuu giai thich dugc gan mdt nua, cho thay mo hinh xay dyng tuang dfii tfit Xet vk chi so dp phu hgp cua md hinh, GoF = ^0,5713:0,385 = 0,468, dat muc cao (>0 36) B\ka chung td md hinh nghien cuu thu dugc dang tin cay, cd muc giai thich tdt Pham Thi Lan Huong & c^ng s\f Tap chi Ph^ biin Kinh li, 27t3) 80-97 0J2 •^ SANFHAM 41% ^ ^ ji^ TO ), ozs/ y J^ ' OiS 0.19 \ /X"' • ' \ Hinh Ket qua kiem djnh mo hinh nghien cuu Dua tren ket qua kiem dinh d Hinh 2, cac gia thuyet de xuat cua md hinh nghien cuu hau het dugc chap nhan, gia thuyet ve anh hudng cua niem tin thuong hieu den Idng trung thuong hieu bj bac bd (Bang 3) Bang K6t qua kiem dinh gia thuyet nghien cuu Gia thuyet Hii: Trai nghiem cam giac c6 anh budng tich cue den trai nghiem san phlim Hib: Trai nghiem cam giac c6 anh hirdng tich ci^c den trai nghiem cira hang )\-h,: Trai nghiem tinh cam co anh hixdng tich cyc din trai nghiem san pbim H2b: Trai nghiem tinh cam c6 anh hudng tich cue den trai nghiem cira hang H]a: Trai nghiem suy nghT co anh hudng tich cue den trai nghiem san pbAm H]b: Trai nghiem suy nghT co anh huong ticb cue den trai nghiem cua hang H4g: Trai nghiem quan h| co anh hudng tich cyc den trai nghiem san phim H4b: Trai nghidm quan he co anh hudng tich cue den trai nghiem ciia bang Kit qua Cbapntian Chip nban Cb^nhan Chip nhan Phfun Thj Lan Huong & c^ng sy Tap chi Phit triln Kmh |£, 27(3), SO-97 Gia thuyet K6t qua Hsi Trai nghiem thucmg hieu san pbam cd anh hudng tich cue din niim tin diuong hieu Hib: Trai n ^ i e m thuong hifiu san phim c6 anh huong tich cyc din tinh cSch thuong hieu Chap nhan Hsci Trai nghiem thuong bieu san phim cd anh huong dch cyc din su hai long (huong hi£u Hfii: Trai n ^ i e m thuong hi£u ciia hang co anh huong tich cue din niem tin tbuong hieu Hfib: Trai nghidm thuong bi8u cfra hang cd anb huong tich cyc den tinh c ^ h Auong bif u ChapnhSn H^: Trai nghiem thucmg bieu ciia hang c6 anh huong ticb cue den su b ^ long tbuong bieu H7: Niem tin thuong hieu co anh huong tich cue den su hai long thuong bi€u Cblp nh|n Hg: Tinh each tbuong hieu anb huong ticb cue den su hfli long tbutmg hieu Chip nh|n H9: Sy hai long tbuimg fai€u c6 anb hudng ticb cue den long tnmg th^nb thuong hieu Chap nhan Hio; Ni€m tin tbuong bieu co anb budng ti'ch cyc den 16ng trung thuong bifu Bdc bo HII: Trai nghi€m thuang bi|u san pham co anh huong tich cyc dSn ldng trung thdnh thuong hieu ChlpnhSn Hii: Trai nghidm diuong hieu cua hang c6 anh huong tich cyc den long tnmg tbuong hieu Chap nhan 3.3 Thdo luan kit qud nghiin ciiu Nhu vay, kit qua nghien cuu da chi mdi quan he tich cue cua cac logi trai nghiem thucmg hieu den long trung thuang hieu, trai nghiem thucmg hieu vdi cac phan trung gian nhu niem tin thuong hieu, tinh each thuang hieu, va su hai ldng thuong hieu Kit qua phii hgp vdi cac nghien ciru trudc d cac nudc tren the gidi, dd cd thl kd din nghien cuu Evans (2011) dugc thyc hien ITnh vyc thdi trang Dilu chiing td tin cay cua thang mdt ISn niJa dugc kiem chung tai VN Trong cac phan ludng trai nghiem thuang hieu gdm cam giac, tinh cam, suy nghT va quan he, nghien cuu kham pha phan cam giac cd muc anh hudng din cac loai trai nghiem san phkm va trai nghiem cira hang cao hon nhieu so vdi cac Pham Thl Lan Huong & cgng su Tap chi Phai tnin Kinh t^, 27(3), 80-97 phkn cdn lai Trai nghiem san pham cd miic anh hudng den cac phan trung gian va ldng trung thuang hieu cao han trai nghiem cua hang Ket qua nghien cuu bac bo gia thuyet anh hudng cua niem tin den long tnmg thuang hieu, kit qua gidng vdi phat hien cua Choi va cdng sy (2011) Dieu co thl li giai khach hang cd niem tin vdi thuang hieu, ho hudng den su dung thuang hieu va cam thky hai ldng su dung thi se trung vdi thuang hieu nhung neu khach hang co niem tin khdng trung vdi thucmg hieu cd the hoan canh mua skm mua bfic dong hoac kha nang chi tra, tinh huong mua cua khach hang khac chi phdi Ket loan va dexuat 4.1 Kit luan Nghien cdu da dat dugc muc tieu ve he thong hda co sd li lu^n ve trai nghiem thucmg hieu va trai nghiem thuang hieu thdi trang Mac dau nghien ciiu dugc xem nhu la nghiSn ciiu mdi ve ITnh vuc trai nghiem thuang hieu lmh vuc kinh doanh ban le thdi trang tai thi trudng VN Kit qua dat dugc mot sd muc tieu nh4t dinh viec he thong hoa ca sd li luan ve trai nghiem thuang hieu thdi trang Ngoai ra, nghien ciiu cung kiem chung dugc tin cay cua thang do, kiem dinh md hinh nghien ciiu phd hgp vdi thuc tien tai VN, ket qua phu hgp vdi cac nghien ciiu trudc dugc thuc hien d cac nudc tren the gidi Tuy nhien, nghien ciiu van nhieu ban che nhat dmh dd la: Miu nghien ciiu chi thuc hien khao sat tren thuang hieu Ninomax va Blue Exchange tai phd Da Ning nen pham vi nghien cuu chua rdng, tuang lai can thyc hien kiem djnh md hinh nghien ciiu tren pham vi rgng hem Do dac thu thi trudng muc tieu cua hai thuang hieu Ninomax va Blue Exchange la nhdm nien dp tudi chu yeu 18-35 nen doi tugng khao sat chi tap trung chii yeu nhdm tudi kha tre vdi kinh nghiem tieu dung va trai nghiem thuong hieu chua that su phong phu Trong tuong lai, cd the thuc hien cac nghien ciiu ve trai nghiem thuang hieu ITnh vyc ban le ndi chung de kiem chiing thang ciing nhu dp tin cay cua md hinh de mdt lan niia khang dinh dp phu hgp cua md hinh tai VN Pham Thj Lan Huong & cpng '!u T?p chi Phai men Kinh le, 27(3), 80-97 4.2 Dexuat Doi vdi ngudi lam Marketing ITnh vyc kinh doanh ban le ndi chung va ban le thdi trang ndi rieng, can quan tam den nhirng trai nghiem thuang hieu cua khach hang - Tao trai nghiem cam giac: Cua hang ban le thdi trang c^n thu hut thi giac cua khach hang thdng qua cac ylu td mau sac, each bay tri san phkm, kilu dang san phSm Do vay, nha ban le that trang can tap trung vao nhiing yeu td - Tao trai nghiem tinh cam, suy nghT va quan he: Ciia hang ban le thai trang ckn tap trung vao dao tao nhan vien ban hang, tu van khach hang, giao tilp khach hang tdt, tao thien cam, cam tinh vdi khach hang tiep xuc Giii lien lac vdi khach hang, tilp nhSn phan hdi cua khach hang mdt each chu dao, qua dd tao su gSn kit giua thuang hieu vdi khach hang tot ban - Tao trai nghiem san phim: Cac thuang hieu thdi trang can tap trung vao chit lugng cua san pham, tao cam giac de chiu, thoai mai cho ngudi mac, chat lieu tdt, ben mau, dong thdi kieu dang phu hgp vdi xu hudng thai trang dl mang lai trai nghiem tdt nhit cho khach hang sii dung san pham - Tao trai nghiem ciia hang: Ddi vai ciia hang, doanh nghiep can chii y den boat ddng trung bay san pham de thu hut khach hang, chu trpng vao hoat ddng tu van ban hang, hinh anh cua nhan vien ban hang phuc vu khach hang the hien sy than thien va chu dao giup de Iai in tugng tdt cho khach hang ve thuang hieu, tao cam giac thoai mai, d6 chiu khach hang tucmg tac vdi ciia hang Phat trien dich vu di kem de mang lai su trai nghiem tdt cho khach hang nhu dich vu cat may phu hgp sd cua khach hang, ddng thdi thyc hien cac chuang trinh khuyen mai nham tri an khach hang, thu hut va tri mdi quan he vdi Idiach hang Tao dung tinh each thuang hieu: Viec khoac len ngudi bd trang phuc gan nhu thl hien dugc tinh each ciia ngudi mac; vay, ddi vdi doanh nghiep can tao cam nhan cho khach hang ve tinh each cua thuong hieu mdt each cu the, theo do, doanh nghiep can tao nhiing trai nghiem tfit cho khach hang ve san phim, cua hang thdng qua dd khach hang cam nhan dugc tinh each cua thuang hieu Khi cac doanh nghiep kinh doanh thdi trang tap trung nhiing giai phap tao nhiing trai nghiem tren cho khach hang mot each tdt ban se lam cho khach hang cam thay hai ldng va trung vdi thuang hieu cua doanh nghiepB Pham Thi Lan Huong & c$ng su Tap chi PhSl triln Kinh ti, 27(3), 80-97 Tai lieu tham k h a o Brakus, Smitcb, B H., & Zarantonello, L (2009) Brand experience: What is it? How is it measured? Does it affect brand loyalty? Joumal of Marketing, 73(5), 52-68 Chaudhuri, A., & Holbrook, M B (2001) The chain of effects from brand tmst and brand affect to brand performance: The role of brand loyalty Journal of Marketing, 65,81-93 Choi, Y G., Cbihyung, O., Seon, S., & Hyun (2011) Evaluating relationships among brand experience, brand personality, brarui prestige, brcmd relationship quality, and brand l