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BQ GIAO Dl)C VA DAO T ~0 TRUONG D~I HQC KINH TE TP.HCM NGUYEN M~NH DONG ANH HUONG CUA MARKETING QUAN H~ DtNL6NGTRUNGTHANHC0AKHACHHANG-MQT NGHIEN CUU T AI cAc SIEU THI DIEN MAY THANH PHO HO CHi MINH LU~N VAN TH~C Si KINH TE TP HO CHi MINH- NAM 2013 BQ GIAO Dl)C VA DAO T ~0 TRUONG D~I HQC KINH TE TP.HCM NGUYEN M~NH DONG ANH HUONG CUA MARKETING QUAN H~ DEN LONG TRUNG THANH CUA KHACH HANG- MQT NGHIEN CUU TAl CAC SIEU THI DIEN MAY THANH PHO HO CHi MINH Chuyen nganh: Quan Tr! Kinh Doanh Ma sA: 60340102 LU~N VAN TH~C Si KINH TE NGUOI HUONG DAN KHOA HQC: TS LE VAN HIEN TP HO CHI MINH- NAM 2013 L(>l CAM DOAN T6i xin cam doan lu~n van th1;1c long trung th~mh sr "Anh hrrO'ng cua marketing quan h~ cua khach hang - m(}t nghien cfru t~i cac sieu thj di~n d~n may o· ph6 HA Chi Minh" h't kSt qua cua qua trinh hQC t~p, nghien Clru khoa hQC d()c l~p va nghiem tuc Cac s6 li~u lu~n van duqc thu th~p tir thvc tS, c6 ngu6n g6c ro rang, dang tin C~y, dUQ'C Xlr ly trung th\IC, khach quan va chua tirng dUQ'C cong b6 belt Clr c6ng trinh nghien c{ru nao Thanh ph6 H6 Chi Minh, 24 thang 10 nam 2013 Nguai thvc hi~n lu~n van Nguy€n M1;1nh D6ng Ml)C Ll)C Trang U)J CAM DOAN DANH SACH BANG BIEU DANH SACH HINH DANH Ml)C cAc TlJ VIET TAT CHUONG t: TONG QUAN vt DE TAI NGHIEN ciru 1.1 D ~t viin d€ nghien cuu 1.2 Mvc tieu nghien Clru .3 ' 1.3 Doi tuqng va ph~m vi nghien Clru 1.4 Phuo·ng phap nghien cuu 1.5 Y nghia cua d€ Uti ' ' ' 1.6 Ket cau cua de tai nghien cu·u CHUONG 2: co so LY THUYET v A MO HiNH NGHIEN ciru Marketing quan h~ (RM) 2.1.1 Khai ni~m vb marketing quan h~ (RM) 2.1.2 T6ng quan cac nghien Clru tm6c day 10 2.1 Cac ph~n cua marketing quan h~ (RM) 10 2.1.3.1 Nghien c(ru cua Seng (2006) 10 2.1.3.3 Mo hinh RM cua Sin & c()ng S\1' (2005) 13 2.1.3.4 Mo hinh RM cua Ndubisi (2007) 14 2.2 Long trung khach hang 18 2.2 Khai ni~m long trung cua khach hang 18 2.2.2 Thang long trung cua khach himg 19 2.3 Anh hua ng cua marketing quan h~ d~n long trung cua khach hang 2o 2.4 Mo hinh nghien c1ru d~ ngh! 21 2.4.1 Ni~m tin va long trung cua khach hang 23 2.4.2 Sv earn k€t va long trung cua khach hang 23 2.4.3 Truy~n thong va long trung cua khach hang 24 2.4.4 Xu ly xung d 00 ' 0 Cb 0' 0 Do 0 0~ "'0 Oo 00 Regression Standardized Predicted Value PHT) Ll)C 8: KET QUA PHAN TiCH Sl)' KHAC BI~T CUA BIEN PHT) THuQc vcn cAc YEU T6 NHAN KHAu HQC K~t qua phan tich Sl! khac bi~t bi~n gioi tinh dBi voi bi~n phl] thu()c Group Statistics Gioitinh N !Mean Std Deviation Std Error Mean Nam 126 3.7952 44287 03945 N? 72 3.8000 50463 05947 LTTm Independent Samples Test Levene's t-test for Equality of Means Test for Equality of Variances F Sig t df Sig Mean Std Error 95% (2- Difference Difference Confidence Interval of the ailed) Difference Lower Upper Equal L TTmvariances 840 60 assumed 196 069 945 00476 06887 13 106 14059 Equal vanances - - 132.656 947 not 00476 07137 067 assumed K~t qua phan tich st.r khac bi~t bi~n d(} tufii Test of Hornogenei ty of Variances LTTm !Levene dfl df2 Sig 195 975 Statistic 025 ANOVA LTTm Sum of df Squares Between 193 Mean 096 Within Groups ~2.405 195 217 ~2.598 197 Total Sig .443 643 Square Groups F K~t qua phan tich S\f khac bi~t bi~n HQC Vin: Test of Homogeneity of Variances 14593 13640 LTTm Levene dfl df2 Sig 195 327 Statistic 1.124 ANOVA LTTm Sum of df Mean Squares F Sig .326 722 Square Between 142 071 Within Groups ~2.456 195 218 ~2.598 197 Groups Total K~t qua ph an tich S\1' khac bi~t bi~n N gh~ N ghi~p Test of Homogeneity of Variances LTTm Levene dfl df2 Sig 194 802 Statistic 332 ANOVA LTTm Sum of df Mean Squares F Sig .991 398 Square Between 643 214 Within Groups ~1.956 194 216 ~2.598 197 Groups Total K~t qua phan tich S'f khac bi~t bi~n Thu Nh~p Test of Homogeneity of Variances LTTm Levene Statistic 972 df1 Sig df2 194 407 ANOVA LTTm Sum of Squares df Mean Square Between Groups 12.343 4.114 Within Groups 30.256 194 156 Total 42.598 197 F 26.381 Sig .000 Multiple Comparisons Dependent Variable: LTTm Tu kev HSD (I) Thunhap (J) Thunhap Mean Std Error Sig Difference (1-J) Dl1'6i tri$u Tu 10-15 tri$u Tren 15 tri$u Lower Bound Upper Bound Tu 5-20 tri$u -.10565 06827 411 -.2826 0713 Tu 10-15 tri$u -.53598" 07509 000 -.7306 -.3414 Tren 15 tri$u -.66296" 10291 000 -.9296 -.3963 10565 06827 411 -.0713 2826 Tu 10-15 tri$u -.43033" 08031 000 -.6384 -.2222 Tren 15 tri$u -.55731" 10677 000 -.8340 -.2806 DU'6i tri$u Tu 5-20 tri$u 95% Confidence Interval DU'6i tri$u 53598" 07509 000 3414 7306 Tu 5-20 tri$u 43033" 08031 000 2222 6384 Tren 15 tri$u -.12698 11125 664 -.4153 1613 DU'6i trieu 66296" 10291 000 3963 9296 Tu 5-20 tri$u 55731" 10677 000 2806 8340 Tu 10-15 tri$u 12698 11125 664 -.1613 4153 • The mean difference is significant at the 0.05 level ... cua Marketing quan h~ v&i long trung cua khach hang Nghien Clru cho th~y r~ng Marketing quan h~ m()t ph~n d~n d~n long trung cua khach hang Cu6i cling la hi~u ung di€u ti€t cua Marketing quan. .. NGHIEN ciru Marketing quan h~ (RM) 2.1.1 Khai ni~m vb marketing quan h~ (RM) 2.1.2 T6ng quan cac nghien Clru tm6c day 10 2.1 Cac ph~n cua marketing quan h~ (RM)... t~p trung nhi~u han vao nghi~p Vl RM cong ty 2.1.3 Cac ph§n cua marketing quan h~ (RM) 2.1.3.1 Nghien CU'U cua Seng (2006) DS danh gia tac d9ng di~u ti€t cua Marketing quan h~ d€n long trung
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