Mối quan hệ giữa trải nghiệm thương hiệu, tín nhiệm thương hiệu, sự hài lòng và lòng trung thành của khách hàng
Từ khóa:
Trải nghiệm thương hiệu, Sự hài lòng, Tín nhiệm thương hiệu, Lòng trung thànhTóm tắt
Mục đích chính của nghiên cứu là xác định mối quan hệ giữa trải nghiệm thương hiệu, tín nhiệm thương hiệu, sự hài lòng và lòng trung thành của khách hàng. Nghiên cứu này kiểm định bằng mô hình cấu trúc tuyến tính (SEM). Nghiên cứu được thực hiện bằng phương pháp định lượng với kích thước mẫu N=308 . Nghiên cứu đã phát hiện được mối quan hệ mới về sự tác động giữa các biến trải nghiệm thương hiệu, tín nhiệm thương hiệu, sự hài lòng đến lòng trung thành của khách hàng.
Tài liệu tham khảo
Ajzen, I. & Fishbein, M. (1980), Understanding Attitudes and Predicting Social Behavior, Prentice-Hall, Englewood Cliffs.
Babin, B. J., Darden, W. R., & Babin, B. A. (1998), ‘Negative emotions in marketing research: Affect or artefact?’, Journal of Business Research, 42(3), 271–285. DOI: https://doi.org/10.1016/S0148-2963(97)00124-0.
Batra, R., & Ahtola, O. T. (1991), ‘Measuring the hedonic and utilitarian sources of consumer attitudes’, Marketing Letters, 2, 159-170. DOI: https://doi.org/10.1007/BF00436035
Berry, L.L., & Carbone, L.P. (2007), ‘Build Loyalty Through Experience Management’, Quality Progress, 40, 26-32.
Brakus, J. & Schmitt, Bernd & Zarantonello, Lia (2009), ‘Brand Experience: What is It? How is it Measured? Does it Affect Loyalty?’, Journal of Marketing, 73(3), 52-68. DOI: https://doi.org/10.1509/jmkg.73.3.052.
Blackston, Max (2003), ‘Observations: Building Brand Equity by Managing The Brand's Relationships’, Journal of Advertising Research, 40(6). DOI: 10.2501/JAR-40-6-101-105.
Bowen, J., & Chen, S. L. (2001), ‘The relationship between customer loyalty and customer satisfaction’, International Journal of Contemporary Hospitality Management 13(5), 213-217. DOI: 10.1108/09596110110395893.
Chaudhuri, A., & Holbrook, M. (2001), ‘The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty’, Journal of Marketing, 65(2), 81-93. DOI: https://doi.org/10.1509/jmkg.65.2.81.18255.
Coyne, K. (1989), ‘Beyond Service Fads-Meaningful Strategies for the Real Word’, Sloan Management Review, 30(4), 69-76.
Delgado-Ballester, E., Munuera-Aleman, J. L., & Yague-Guillen, M. J. (2003), ‘Development and validation of a brand trust scale’, International journal of market research, 45(1), 35-54. DOI: https://doi.org/10.1177/147078530304500103.
Dick, A. S., & Basu, K. (1994), ‘Customer loyalty: Toward an integrated conceptual framework’, Journal of the Academy of Marketing Science, 22, 99-113. DOI: https://doi.org/10.1177/0092070394222001.
Elena, D. B., & Jose, L. M. A. (2001), ‘Brand trust in the context of consumer loyalty’, European journal of Marketing, 35(11-12), 1238-1258.
Fournier, S., & Yao, J. L. (1997), ‘Reviving brand loyalty: A reconceptualization within the framework of consumer-brand relationships’, International Journal of Research in Marketing, 14(5), 451-472. DOI: https://doi.org/10.1016/S0167-8116(97)00021-9.
Fournier, S. (1998), ‘Consumers and their brands: Developing relationship theory in consumer Research’, Journal of Consumer Research, 24(4), 343-373. DOI: https://doi.org/10.1086/209515.
Hair J.F., Tatham R.L., Anderson R.E. and Black W. (1998), Multivariate Data Analysis, 5th Edition, Prentice-Hall, Inc, New Jersey.
Holland, J., & Baker, S. M. (2001), ‘Customer participation in creating site brand loyalty’, Journal of Interactive Marketing, 15(4), 34-45. DOI: https://doi.org/10.1002/dir.1021.
Jabnoun, N. & Al-Tamimi, H. (2003), ‘Measuring Perceived Service Quality at UAE Commercial Banks’, International Journal of Quality and Reliability Management, 20(4), 47-55. DOI: https://doi.org/10.1108/02656710310468614.
Keller, K. L. (2003), ‘Understanding brands, branding and brand equity’, Interactive Marketing, 5, 7-20. DOI: https://doi.org/10.1057/palgrave.im.4340213.
Keng, C., Tran, V. D., & Thi, T. L. (2013), ‘Relationships among Brand Experience, Brand Personality, And Customer Experiential Value’, Contemporary Management Research, 9(3), 247-262. DOI: https://doi.org/10.7903/cmr.11086.
Kerin, R. A., Jain, A., & Howard, D. J. (1992), ‘Store shopping experience and consumer price-quality-value perceptions’, Journal of Retailing, 68(4), 376–397.
Lin, C. M., & Kuo, H.W. (2013), ‘Sex-Age Differences in Association with Particulate Matter and Emergency Admissions for Cardiovascular Diseases: A Hospital-Based Study in Taiwan’, Public Health, 127(9), 828-833. DOI: https://doi.org/10.1016/j.puhe.2013.04.010.
Mathwick, C., Malhotra, N.K. and Rigdon, E. (2001), ‘Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment”, Journal of Retailing, 77(1), 39-56. DOI: https://doi.org/10.1016/S0022-4359(00)00045-2.
MacLeod, A. K., & Moore, R. (2000), ‘Positive thinking revisited: Positive cognitions, well-being and mental health’, Clinical Psychology and Psychotherapy, 7(1), 1-10. DOI: https://doi.org/10.1002/(SICI)1099-0879(200002)7:1<1::AID-CPP228>3.0.CO;2-S.
Mazursky, D., & Jacoby, J. (1986), ‘Exploring the development of store images’, Journal of Retailing, 62, 145-65. http://www.jstor.org/stable/1251430.
Morgan, R. M. & Hunt, S. D. (1994), ‘The Commitment-Trust Theory of Relationship Marketing’, Journal of Marketing, 58(3), 20-38. DOI: https://doi.org/10.1177/002224299405800302.
Mittal, V., Ross, W.T., & Baldasare, P. (1998), ‘The Asymmetric Impact of Negative and Positive Attribute-Level Performance on Overall Satisfaction and Repurchase Intentions’, Journal of Marketing, 62(1), 33-47. DOI: https://doi.org/10.1177/002224299806200104.
Oliva, T., Oliver, R., & McMillan, I. (1992), ‘A catastrophe model for developing service satisfaction strategies’, Journal of Marketing, 56(3), 83-95. DOI: https://doi.org/10.1177/002224299205600.
Oliver, R.L. (1993), ‘A Conceptual Model of Service Quality and Service Satisfaction: Compatible Goals, Different Concepts’, Advances in Services Marketing and Management, 2, 65-85.
Oliver, R. L. (1997), Satisfaction: A behavioral perspective on the consumer, McGraw-Hill, International Editions.
Oliver, R. L. (1999), ‘Whence consumer loyalty?’, Journal of Marketing, 63(4_suppl1), 33-44. DOI: https://doi.org/10.1177/00222429990634.
Phạm Thị Lan Hương, Trương Đình Quốc Bảo, Trương Thị Vân Anh (2017), ‘Đo lường tài sản thương hiệu định hướng khách hàng: Ứng dụng cho các sản phẩm nước uống đóng chai tại thị trường Đà Nẵng’, Kỷ yếu hội thảo khoa học quốc gia Marketing tại Việt Nam - Từ lý thuyết đến thực tiễn, Trường Đại học Kinh tế quốc dân Hà Nội, 6/2017, 35-43.
Sahin, A., Zehir, C., & Kitapçı, H. (2011), ‘The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands’, Procedia-Social and Behavioral Sciences, 24, 1288-1301. DOI: https://doi.org/10.1016/j.sbspro.2011.09.143.
Smith, J. B., & Colgate, M. (2007), ‘Customer Value Creation: A Practical Framework’, Journal of Marketing Theory and Practice, 15, 7-23. DOI: https://doi.org/10.2753/MTP1069-6679150101.
Yi, Y. (1990), ‘A critical review of consumer satisfaction’, Review of Marketing, 4(1), 68-123.
Yi, Y. (1993), ‘The determinants of consumer satisfaction: the moderating role of ambiguity’, Advances in consumer research, 20(1), 502-506. DOI: https://doi.org/10.1016/j.jbusres.2020.04.044.
Zeithaml, V.A. and Bitner, M.J. (2000), Services Marketing: Integrating Customer Focus across the Firm, 2nd Edition, McGraw-Hill, Boston.
Yuan, D., Lin, Z., Filieri, R., Liu, R., & Zheng, M. (2020), ‘Managing the product-harm crisis in the digital era: The role of consumer online brand community engagement’, Journal of Business Research, 115, 38-47. DOI: https://doi.org/10.1016/j.jbusres.2020.04.044.
