Trải nghiệm thương hiệu và sự hài lòng của khách hàng Gen Z: Vai trò điều tiết của hình ảnh thương hiệu
Từ khóa:
Trải nghiệm thương hiệu, hình ảnh thương hiệu, sự hài lòng của khách hàng, thương mại điện tử, Gen ZTóm tắt
Dựa trên lý thuyết trải nghiệm khách hàng (CET), nghiên cứu này xem xét mối quan hệ giữa trải nghiệm thương hiệu và sự hài lòng của khách hàng Gen Z, và xem xét vai trò điều tiết của hình ảnh thương hiệu. Nghiên cứu sử dụng phương pháp định lượng qua mô hình phương trình cấu trúc PLS-SEM. Kết quả phân tích từ mẫu 365 Gen Z tại Hà Nội cho thấy trải nghiệm thương hiệu có ảnh hưởng tích cực đến sự hài lòng của khách hàng Gen Z trong bối cảnh nền kinh tế số tại Việt Nam. Hơn nữa hình ảnh thương hiệu làm gia tăng mối quan hệ này. Một số thảo luận và gợi ý được tác giả đưa ra cho các nhà quản trị doanh nghiệp.
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