Các yếu tố marketing quan hệ tác động đến lòng trung thành của khách hàng đối với dịch vụ tinh nhắn OTT tại TP HCM

BO GIAO DUC VA I>AO TAO TRU'O NG I>AI HOC KINH TE TP HO CHi MINH - LE" THANH DUNG cAc YEU TO MARKETING QUAN H~ T Ac DONG DEN LONG TRUNG THANH CUA • KHACH HANG DOl VOl DICH VU• TIN NHAN OTT • TAl THANH PHO HO cHi MINH • LU~NVANT~C SYKINHTE TP Ha Chi Minh- Nam 2014 BO GIAO DUC VA I>AO TAO TRU'O NG I>AI HOC KINH TE TP HO CHi MINH , - LE THANH DUNG cAc YEU TO MARKETING QUAN H¥ TAC DONG DEN LONG TRUNG THANH CUA • KHACH HANG DOl Vffi DICH VU• TIN NHAN OTT • TAl THANH PHO HO CHi MINH • Chuyen ngimh : Quan trj kinh doanh Ma sfi : 60340102 LU~N VAN TH~C SY KINH TE NGUOI HU'ONG DAN KHOA HQC: PGS.TS HO TIEN DUNG TP H8 Chi Minh - Nam 2014 L(jiCAMDOAN Toi xin cam doan lu~n van "Oic y~u t6 Marketing quan h~ tac d()ng d~n long trung cua khach hang d6i v6i djch V\1 tin nh~n OTT (Over The Top) t~i ph6 H6 Chi Minh" h'i cong trinh nghien cuu cua rieng toi Cac s6 li~u d~ tai dugc thu th~p va Slr dl,mg m()t each trung thvc K~t qua nghien CUu dugc trinh bay lu~n van khong chep cua b~t lu~n van nao va cung chua OUQ'C trinh bay hay cong bf> a b~t Clr cong trinh nghien cti'u nfw khac tru6c day Tp Clr H8 Chi Minh- nam 2014 Tac gia LETHANHDUNG MVCLVC TRANG Pill) BIA LCHCAM DOAN MlJCLlJC DANH MlJC cAc TUVIET TAT DANH MVC cAc BANG BIEU DANH Ml)C HiNH DANH MlJC CAC PHl) Ll)C CHVdNG 1: TONG QUAN VE DE TAl NGHIEN C(J'U ! 1.1 D~t v.in d€ 1.2 M1;1c tieu nghien cl1u 1.3 Doi tuqng va ph~m vi nghien ctru 1.4 Phuong phap nghien cuu 1.5 Cau true cua lu~n van CHU'dNG 2: co 2.1 ' so LY THUYET v A MO HiNH NGHIEN clJ'U , ' Tong quan ve khai ni~m tin nhan tin nh~n truyen thong 2.1.1 Khai niem ve djch VI,J 2.1.2 Khai niem d!ch tin nh~n OTI (Over The Top) 2.1.3 D~c diem ngU'eri dung Smartphone tQi Viet Nam 2.2 VI,J Marketing quan h~ 2.2.1 Khai niem ve Marketing quan he 2.2.2 M arketing quan 2.2 Cac thimh phan cua Marketing quan he 15 2.3 he linh VI,I'C cong nghe 12 Tac d 41 4.2 D~c di6m m~u khao sat chinh thuc 41 c~y 5.2 Phan tich d9 tin Cronbach 's Alpha 43 5.3 Ph an tfch nhan t6 kham ph~i EF A 5.3.1 Phan tfch nhan t6 kham pha EFA cac bien doc l ~p 48 5.3.2 Phan tfch nhan t6 kham pha EFA cho bien phv thuoc 50 5.4 K~t qua phan tich tuang quan va hBi quy b9i 50 5.4.1 Ket qua phan tfch tLrang quan 50 5.4.2 Ket qua phan tfch hoi quy boi 51 5.5 Do tim cac vi ph~m gia thuy~t hBi quy b9i 53 5.5.1 Gia dinh ve phan phoi cua phan dLr 53 5.5.2 Gia dinh ve tfnh doc l~p cua sai so 54 5.5.3 Gia djnh ve phLrO'ng sai cua sai s6 khong doi 54 5.5.4 tuyen) Gia dinh khong c6 m6i tlfO'ng quan giG'a 55 5.5.5 Kiem djnh Sl)' khac biet ve th~mh phan cua cac bien doc l~p (do ILrang da cong cac bien nhan khau hQc va bien phl,l thuoc long trung khach hang 56 5.6 , Kiem dinh gia thuyet nghien c(ru 59 5.6.1 Kiem dinh gia thuyet nghien cll'u 59 5.6.2 Tong ket gia thuyet nghien cll'u 60 CmJONG 5: KET LUAN 61 5.1 K€t lu~n nghien ciru 61 5.2 Ham y chinh sacb cho dich V\1 tin nhiln OTT 62 6.2.1 Niem tin 62 6.2.2 Sl! cam ket 62 6.2.3 Truyen thong 63 6.2.4 Sl! cam t hong 63 6.2.5 Xlfly xung dot 63 5.3 H~n ch€ cua d€ tai va huang nghien c(ru ti€p theo 64 TAr LrBu THAM KHAo PHlJLl)C DANH MVC cAc TirVIET TAT TUVIET TAT YNGHiA h~ RM Relationship Marketing - Marketing quan OTT Over The Top- Dich V\1 tin nhan OTT TPHCM Thanh Ho Chi Minh EFA Exploring Factor Analysing - Phan tich nhan to kham pha KMO Kaiser-Meyer-Olkin SPSS Statistical Package for Social Sciences - Pharr mem xu so li~u th6ng ke SPSS SMS Short Messaging Service - Dich vv tin nhan ngan MMS Multimedia Messaging Service - Dich V\1 tin nhan da phuang ti~n Bi~n tho~i thong minh Smartphone Smartphone - ISP Internet Service Provider - Nha cung cap dich V\1 internet DANH MVC cAc BANG BIEU Bang 2-1 Bang tom tit cac dtnh nghia marketing quan h~ ph6 bi~n 11 Bang 2-2 S\r phat tri~n cua marketing va ICT 13 Bang 2-3 T6ng hqp cac nhan t6 cua marketing quan h~ l5 Bang 2-4 Bang t6ng hqp cac gia thuy~t nghien ct1u 28 Bang 3-1 Thang ni~m tin 35 Bang 3-2 Thang S\f cam k~t 36 Bang 3-3 Thang Tmy~n thong 36 Bang 3-4 Thang Quan trt xung dot .36 Bang 3-5 Thang Cam thong 37 Bang 3-6 Thang Long tmng .37 Bang 4- Danh gia sa bo thang b~ng h~ s6 tin c~y Cronbach's Alpha .39 Bang 4-2 K~t qua EFA nh6m nhan t6 tac dong d~n long .40 Bang 4-3 K~t qua EFQ cho thang long trung .41 Bang 4-4 D~c di~m m~u khao sat 43 Bang 4-5 Daub gia tin c~y Cronbach's Alpha 44 Bang 4-6 TrQng s6 nhan t6 phan tich EFA .49 Bang 4-7 Phan tich nhan t6 kham pha bi~n phv thuoc .50 Bang 4-8 K~t qua phan tich tuang quan .51 Bang 4-9 K€t qua cac h~ s6 xac dtnh cua m6 hinh .52 Bang 4-10 K€t qua phan tich Anova h6i qui 52 Bang 4-11 TrQng s6 h6i quy 52 Bang 4-1 T6ng k€t gia thuy€t nghien ct1u .60 DANH MVC HiNH Hinh 2.1: B6n long S\1' (2005) 16 Hinh 2.3 M6 hinb tbanh pbfrn cua Ndubisi (2007) 17 Hinh 2.4 M6 hinh nghien c(ru cua Hau & Liem (2012) 19 Hinh 2.5 M6 hinh nghien dru d€ nghi 23 Hinh 3.1 Quy trinh nghien ct:ru 30 Hinb 4.1 Bi~u d6 tfrn s6 cua phfrn du cbufin h6a .54 Hinh 4.2 Bi~u d6 phan tan Scatterplot 55 DANH M"QC cAc PHV LVC TAI LIEU THAM KHAO PHV L1)C 1: TRANG DO NGUYEN GOC PHV LlJC 2: nAN BAI PRONG vAN sAu PHlJ LlJC 3: TOM TAT KET QUA PRONG vAN sAu PHV LlJC 4: BANG KHAo sAT sa BO PH1) LlJC 5: KET QUA NGHIEN CUu sa BO DTNH LUONG PHV Ll)C 6: BANG KHAO SAT DlNH LUONG PHV Ll)C 7: DANH GlA THANG DO BANG CRONBACH ALPHA PHV L1)C 8: PHAN TICH NHAN TO KHAM PHA EFA PHV L1)C 9: KET QUA PHAN TiCH HOI QUI BOI PH1) L1)C 10: KET QUA KIEM DrNH Slf KHAC BIET PHl) Ll)C 7: DANH GlA THANG DO BANG CRONBACH ALPHA 7.1 Bi~n Ni~m tin Reliability Statistics Cronbach's Alpha N of Items 889 Item-T otal St atistics Scale Mean if Scale Variance if Corrected Item- Cronbach's Alpha Item Deleted Item Deleted Total Correlation if Item Deleted NT! 15.11 7.627 629 894 NT2 15.06 7.745 757 859 NT3 15.02 7.419 842 839 NT4 15.16 7.975 691 874 NT5 14.91 8.117 77 859 7.2 Bi~n Sl}.' cam k~t R eliability Statistics Cronbach's Alpha N ofitems 608 Item-Total Sta tistics Scale Mean if Scale Variance if Corrected Item- Cronbach's Alpha Item Deleted Item Deleted Total Correlation if Item Deleted CKl 11.52 2.227 383 540 CK2 11.64 2.584 168 693 CK3 11.72 1.960 566 399 CK4 11.53 2.007 473 469 Sau loai quan sat CK2 R eliability Statistics Cronbach's Alpha 693 N ofltems Item-Total Statistics Scale Mean if Scale Variance if Corrected Item- Cronbacb's Alpha Item Deleted Item Deleted Total Correlation if Item Deleted CKl 7.69 1.376 478 638 CK3 7.89 1.353 514 594 CK4 7.70 1.245 534 567 7.3 Bi~n Truy~n thong try Sta f ISf ICS Re I'1a bTt Cronbach's Alpha N of Items 892 Item-Total Statistics Scale Mean if Scale Variance if Corrected Item- Cronbach's Alpha Item Deleted Item Deleted Total Correlation if Item Deleted TTl 11.91 3.474 734 878 TT2 11.72 4.219 716 880 TT3 11.73 3.898 771 859 TT4 11.75 3.45 858 823 7.4 Bi~n Xu· ly xung d{)t Reliability Statistics Cronbach's Alpha N of Items 850 Item-Total Statistics Scale Mean if Scale Variance if Corrected Item- Cronbacb's Alpha ltem Deleted Item Deleted Total Correlation if Item Deleted XDl 10.42 3.288 644 838 XD2 10.66 3.615 792 772 XD3 10.47 3.858 605 843 XD4 10.64 3.463 751 782 7.5 Bi~n Sl}' cam thong Reliability Statistics Cronbacb's Alpha N of Items 902 Item-Total Statistics Scale Mean if Scale Variance if Corrected Item- Cronbach's Alpha Item Deleted Item Deleted Total Correlation ifltem Deleted CTI 15.13 6.510 75 882 CT2 1531 6.051 767 879 CT3 15.13 6.102 892 852 CT4 15.25 6.682 676 897 CT5 15.25 6.588 706 891 7.6 Bi~n long trung Re.liability Statistics Cronbach's Alpha N of Items 669 Item-Total Statistics Scale Mean if Scale Variance if Corrected Item- Cronbach's Alpha Item Deleted Item Deleted Total Correlation ifltem Deleted LIT I 15.02 3.153 541 563 LTT2 14.80 3.363 549 570 LTT3 14.98 184 429 616 LTT4 15.33 3.484 350 650 LTT5 15.00 3.608 285 680 Sau loai bi€n LTT5 Reliability Statistics Cronbach's Alpha 680 N of Items Item-Total Statistics Scale Mean if Scale Variance if Corrected Item- Cronbach's Alpha Item Deleted Item Deleted Total Con·elation ifltem Deleted LTTI 11 23 2.188 509 584 LTT2 I L02 2.431 474 612 LTT3 11.20 2.076 469 612 LTT4 11.55 2.288 411 648 PHV LVC 8: PHAN TICH NHAN TO KHAM PHA EFA 8.1 Ph an tich nhan t6 kham ph an EFA cho bi~n d{)c l~p KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy .715 Approx Chi-Square 4383.654 Bartlett's Test of Sphericity df 210 Sig .000 Communalities [nitial Extraction NTI 1.000 697 NT2 1.000 760 NT3 1.000 851 NT4 1.000 635 NT5 1.000 802 CKl 1.000 705 CK3 1.000 633 CK4 1.000 635 TTl 1.000 757 TT2 1.000 747 TT3 1.000 771 TT4 1.000 855 XDl 1.000 682 XD2 1.000 817 XD3 1.000 680 XD4 1.000 796 CTl 1.000 711 CT2 1.000 14 CT3 1.000 909 CT4 l.OOO 653 CT5 1.000 710 Extraction Method: Principal Component Analysis T otaI V a n.ance E· xp1 I am ed Initial Eigenvalues Component Total % ofVariance Extraction Sums of Squared Loadings Cumulative% Total %of Variance Cumulative% 7.289 34.707 34.707 7.289 34.707 34.707 2.737 13.033 47.740 2.737 13.033 47.740 2.4 19 11.5 !8 59.258 2.419 11.518 59.258 1.932 199 68.457 1.932 9.199 68.457 1.244 5.925 74.382 1.244 5.925 74.382 882 4.201 78.583 675 3.216 81 799 609 2.902 84.70 577 2.749 87.450 10 438 2.084 89.535 II 373 1.775 91 309 12 325 1.545 92.854 13 315 1.50 94.355 14 296 1.4 11 95.766 15 230 1.097 96.863 16 223 1.063 97.926 17 155 740 98.666 18 094 446 99.11 19 082 392 99.504 20 058 277 99.780 21 046 220 100.000 T ota I Va n ance E· xp1I am ed Component Rotation Sums of Squared Loadi ngs Total %of Variance Cumulative % 3.806 18.124 18.124 3.709 17.664 35.788 3.074 14.636 50.425 3.053 14.538 64.962 1.978 9.420 74.382 • R otate dCompo nent M atr1x Component I CT3 925 CT5 804 CTl 803 CT4 766 CT2 734 858 NT5 853 313 794 NT I 762 NT4 732 TT4 855 TTl 838 TT2 778 TT3 303 365 NT3 NT2 335 735 XD2 880 XD4 833 XDl 784 XD3 745 CKI 742 CK4 728 CK3 722 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations 8.2 Phan tich EFA cho bi~n phy thu()c KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy .728 Approx Chi-Square Bartlett's Test of Sphericity 152.370 df Sig .000 C ommunalities Initial Extraction LTII 1.000 567 LTI2 1.000 523 LTI3 1.000 527 LTI4 1.000 439 Extraction Method: Principal Component Analysis T ota I V ar1ance E xp1I ame d Component Initial Eigenvalues % ofVariance Total Extraction Sums of Squared Loadings Cumulative% I 2.057 51.427 51.427 754 18.859 70.287 615 15.375 85.661 574 14.339 100.000 Extraction Method: Principal Component Analysis Component 1M atnx · • Component LTIJ 753 LTI3 726 LTI2 723 LTI4 663 Total 2.057 %of Variance 51.427 Cumulative %) 51.427 PHV Ll}C 9: KET QUA PHAN TiCH HOI QUI B(H Variables Entered/Removed• Model Variables Variables Entered Removed Method CT, X D,CK, I Enter NT, TTb a Dependent Variable: LTI b All requested variab les entered Model S ummaryb Mode l R R Square Adj usted R Std Error of the Square Estimate Change Statistics R Square F Change dfl Change I 826" 683 677 25033 683 107.764 Model S ummaryb Model Durbin-Watson Change Statistics Sig F Change df2 I 250" 000 1.960 a Predictors: (Constant), CT, XD, CK NT, TI b Dependent Variable: LTI A NOVA" Model I Sum of Squares df Mean Square Regression 33.764 6.753 Residua l 15.666 250 063 Total 49.430 255 a Dependent Variable: LTf b Predictors: (Constant), CT, XD, C K, NT, TT F I 07.764 Sig .OOOb Coefficients• Model Unstandardized Coefficients Standarclized (Constant) 528 148 NT 206 027 CK 221 TT Sig Collinearity Coefficients Statistics Beta Tolerance Std Error B t 3.576 000 321 7.697 000 729 034 269 6.467 000 731 153 030 221 5.071 000 666 XD 125 028 74 4.489 000 846 CT 146 029 207 4.987 000 733 I CoeOidents• Model Collinearity Statistics VIF (Constant) NT 1.372 CK 1.367 TT 1.501 XD 1.182 CT 1.365 a Dependent Variable: LTT Histogram Dependent Variable: LTT Mean~ 6.27E-1 std Oev • 0.988 N= 214 40 r- 30 t vf\ \ ~ r- ~ 10 \ \ rl- -4 r- _\ -' r- ~ \ -2 ~ Regression Standardized Residual Nonnal P.P Plot or Regruslon Standardized Rulduel Oe pendent Verleble: LTT 0 &: E Of :3 u '0 • i , • Ill 0 00 o: c• o• Observed Cum Ptob 10 S~:llttttPIOI Ot pe nde nt V~ : LTT 0 0 r Rop ouJon Sbndvduod Predicted Y.>luo PHl) Ll)C 10: KET QUA KIEM DJNH Slj KHAC BI~T 10.1 Ki~m djnh Slf khac bi~t theo gi6i tinh Group Statistics Gioitinh LTT N Std Deviation Mean Std Error Mean Nam 138 3.7275 42816 03645 NCr 118 3.7898 45355 04175 Independent Samples Test Levene's Test for Equality of Variances t-test for Equality of Means 95% Confidence Interval of the Sig (2- F Sig t - LTT Equal variances 206 650 assumed df not assumed Difference Difference Difference Lower Upper 254 260 -.06229 05517 -.17095 04636 - 242.831 262 -.06229 05542 -.17147 04688 1.124 10.2 Ki~m djnh Slf khac bi~t theo dq tu6i Test of Homogeneity of Variances LTT 492 Std Error 1.129 Equal variances Levene Statistic tailed) Mean df1 df2 Sig 252 688 AN OVA LTT Sum of Squares Between Groups df F Mean Square 4.747 1.582 Within Groups 44.683 252 177 Total 49.430 255 Sig 8.924 000 Multiple Comparisons LTT Tukey HSD 95% Confidence Interval Mean Difference Lower Bound (I) Tuoi (J) Tuoi OU'&i 18 tuoi TCP 18-23 tuoi 01521 06485 995 -.1525 1829 TCP 24-35 tuoi -.28957' 07716 001 -.4891 -.0900 Tren 35 tuoi -.28 186' 09998 027 -.5404 -.0233 OU'6i 18 tu6i -.01521 06485 995 -.1829 1525 TCP 24-35 tuoi -.30478 .07031 000 -.4866 -.1229 Tren 35 tuoi -.29707' 09479 010 -.5422 -.0519 DLI'&i 18 tuoi 2895T 07716 001 0900 4891 TCP 18-23 tuoi 30478' 07031 000 1229 4866 Tren 35 tubi 00770 10360 1.000 -.2602 2756 DLI'6i 18 tubi 28186 .09998 027 0233 5404 TCP 18-23 tuoi 29707" 09479 010 0519 5422 TCP 24-35 tuoi -.00770 10360 1.000 -.2756 2602 TLP 18-23 tu6i TCP 24-35 tuoi Tren 35 tuoi (1-J) Std Error • The mean difference is significant at the 0.05 level 10.3 Ki~m djnh S\1' khac bi~t theo Ngh~ nghi~p Test of Homogeneity of Variances LTT Levene Statistic 027 df1 Sig df2 252 994 Sig Upper Bound AN OVA LTI Sum of Squares Between Groups df Mean Square 303 101 Within Groups 49.127 252 195 Total 49.430 255 bi~t theo Thu , 10.3 Kiem djnh Sl! khac F Sig .518 671 nh~p Test of Homogeneity of Variances LTI Levene Statistic 988 df1 df2 Sig 252 399 AN OVA LTI Sum of Squares Between Groups df Mean Square 159 053 Within Groups 49.271 252 196 Total 49.430 255 F Sig .271 847 ... dt,mg thu~t ngu Marketing quan h~ (RM-Relationship Marketing Marketing quan h~ t~p trung vao lqi ich va m6i quan h~ dai h~n gifra nguOi mua va nguai ban, nang cao gia tri cua m6i quan h~ thong... Smartphone d~ truy c~p cac ling dlllg xa h(>i 2.2 Marketing quan h~ 2.2.1 Khai ni~m v~ Marketing quan h~ M(>t nhilng phat tri~n quan trQng cua marketing la c6 Sl)' phat tri~n ru giao dich sang marketing. .. l~i la marketing quan h~ dugc chia lam lo~i khac nhau: marketing ca sir dfr li~u (DB - database marketing) , marketing tuang tac (IM - interaction marketing) va marketing m~ng (NM - network marketing)