Tác động của trải nghiệm khách hàng đến các thành phần giá trị thương hiệu điện thoại thông minh
Nội dung chính của bài viết
Tóm tắt
Nghiên cứu này nhằm khám phá tác động của trải nghiệm khách hàng đến các thành phần giá trị thương hiệu điện thoại thông minh tại thị trường TP. Hồ Chí Minh. Mẫu khảo sát là 749 người dùng điện thoại thông minh đang sinh sống tại TP. Hồ Chí Minh. Mô hình cấu trúc (PLS-SEM) được sử dụng để kiểm định các giả thuyết nghiên cứu. Bằng phương pháp định tính kết hợp định lượng, kết quả nghiên cứu có những đóng góp về mặt học thuật quan trọng trong việc tìm ra được trải nghiệm khách hàng có tác động tích cực đến các thành phần của giá trị thương hiệu là nhận biết thương hiệu, liên tưởng thương hiệu, chất lượng cảm nhận và trung thành thương hiệu. Về mặt thực tiễn, doanh nghiệp nên tăng cường trải nghiệm tích cực cho khách hàng nhằm gia tăng giá trị thương hiệu điện thoại thông minh thông qua các thành phần của giá trị thương hiệu.
Chi tiết bài viết
Từ khóa
Giá trị thương hiệu, trải nghiệm khách hàng, điện thoại di động
Tài liệu tham khảo
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Ahn, J., Park, J. K., & Hyun, H. (2018). Luxury product to service brand extension and brand equity transfer. Journal of Retailing and Consumer Services, 42, 22-28.
Altaf, M., Iqbal, N., Mohd.Mokhtar, S. S., & Sial, M. H. (2017). Managing consumer-based brand equity through brand experience in Islamic banking. Journal of Islamic Marketing, 8(2), 1–21.
Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing Construct Validity in Organizational Research. Administrative Science Quarterly, 36(3), 421–459.
Bennett, R., Härtel, C. E. J., & McColl-Kennedy, J. R. (2005). Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R. Industrial Marketing Management, 34(1), 97–107.
Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28(1), 128–137.
Biedenbach, G., & Marell, A. (2010). The impact of customer experience on brand equity in a business-to-business services setting. Journal of Brand Management, 17(6), 446–458.
Bleier, A., Harmeling, C. M., & Palmatier, R. W. (2019). Creating Effective Online Customer Experiences. Journal of Marketing, 83(2), 98–119.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52–68.
Broniarczyk, S. M., & Griffin, J. G. (2014). Decision Difficulty in the Age of Consumer Empowerment. Journal of Consumer Psychology, 24(4), 608–625.
Brun, I., Rajaobelina, L., Ricard, L., & Berthiaume, B. (2017). Impact of customer experience on loyalty: a multichannel examination. The Service Industries Journal, 37(5–6), 317–340.
Buil, I., De Chernatony, L., & Martínez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1), 115–122.
Callarisa, L., García, J. S., Cardiff, J., & Roshchina, A. (2012). Harnessing social media platforms to measure customer-based hotel brand equity. Tourism Management Perspectives, 4, 73–79.
Camacho, N., Jong, M. De, & Stremersch, S. (2014). The effect of customer empowerment on adherence to expert advice. International Journal of Research in Marketing, 0(0), 1–16.
Chow, H. wen, Ling, G. J., Yen, I. yin, & Hwang, K. P. (2017). Building brand equity through industrial tourism. Asia Pacific Management Review, 22(2), 70–79.
Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3), 25–40.
Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences. Lawrence Erlbaum Associates, Publishers.
Das, G. (2014). Linkages of retailer awareness, retailer association, retailer perceived quality and retailer loyalty with purchase intention: A study of Indian food retail brands. Journal of Retailing and Consumer Services, 21(3), 284–292.
Ding, C. G., & Tseng, T. H. (2015). On the relationships among brand experience, hedonic emotions, and brand equity. European Journal of Marketing, 49(7/8), 994–1050.
Elbeltagi, I., & Agag, G. (2016). E-retailing ethics and its impact on customer satisfaction and repurchase intention: A cultural and commitment-trust theory perspective. Internet Research, 26(1), 288–310.
Elder, R. S., Schlosser, A. E., Poor, M., & Xu, L. (2017). So Close I Can Almost Sense It: The Interplay between Sensory Imagery and Psychological Distance. Journal of Consumer Research, 44(4), 877–894.
Gentile, C., Spiller, N., & Noci, G. (2007). How to Sustain the Customer Experience: An Overview of Experience Components that Co-create Value With the Customer. European Management Journal, 25(5), 395–410.
Hair, J.F., Hult, G.T.M., Ringle, C.M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). SAGE Publications.
Hair Jr, J. F., Black, W. C., Babin, Arry J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.
Kim, D., Chun, H., & Lee, H. (2014). Determining the Factors that Influence College Students’ Adoption of Smartphones. Journal Of The Association For Information Science And Technology, 65(3), 578–588.
Kim, J. H., & Hyun, Y. J. (2011). A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector. Industrial Marketing Management, 40(3), 424–438.
Kim, K. J., Kim, H. J., Yim, J., Heo, J. Y., Kim, M. J., Shin, S., & Ahn, H. in. (2018). Evaluation of smartphone user experience: identification of key evaluation items and their relationships. International Journal of Mobile Communications, 16(2), 167–189.
Kim, M. K., Wong, S. F., Chang, Y., & Park, J. H. (2016). Determinants of customer loyalty in the Korean smartphone market: Moderating effects of usage characteristics. Telematics and Informatics, 33(4), 936–949.
Kim, S. (Sam), Choe, J. Y. (Jacey), & Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing and Management, 9, 320–329.
Kumar, R. S., Dash, S., & Purwar, P. C. (2013). The nature and antecedents of brand equity and its dimensions. Marketing Intelligence & Planning, 31(2), 141–159.
Leckie, J. L. A. L. C. (2017). Green brand benefits and their influence on brand loyalty. Marketing Intelligence & Planning, 35(3), 1–27.
Lê Tấn Bửu & Lê Đăng Lăng (2014). Mối quan hệ giữa các thành phần giá trị thương hiệu vàng: Nghiên cứu trường hợp SJC. Tạp Chí Phát Triển Kinh Tế, 279, 108–126.
Lê Tấn Bửu & Lê Đăng Lăng (2015). Chất lượng nhân viên bán hàng, bảo hành và giá trị thương hiệu trong ngành bán lẻ kim khí điện máy. Tạp Chí Khoa Học Trường Đại Học Mở TPHCM, 2(41), 51–63.
Lượng Văn Quốc & Nguyễn Thanh Long (2022). Tác động của trải nghiệm khách hàng đến lòng tin, sự hài lòng khách hàng và giá trị thương hiệu: Trường hợp mua hàng trực tuyến tại thị trường bán lẻ thành phố Hồ Chí Minh. Tạp Chí Khoa Học Thương Mại, 161, 35–50.
Mathwick, C., & Rigdon, E. (2004). Play, Flow, and the Online Search Experience. Journal of Consumer Research, 31(2), 324–332.
Mostafa, R. B., & Kasamani, T. (2021). Brand experience and brand loyalty: is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033–1051.
Nguyễn Thị Hồng Nguyệt (2020). Ảnh hưởng của trải nghiệm thương hiệu đến chất lượng mối quan hệ và lòng trung thành khách hàng. Tạp Chí Nghiên Cứu Tài Chính – Marketing, 55(02), 26–36.
Nguyễn Văn Hiến & Nguyễn Thị Hồng Nguyệt (2021). Đo lường giá trị thương hiệu địa phương dưới góc nhìn của khách du lịch: Trường hợp nghiên cứu tỉnh Vĩnh Long. Tạp Chí Nghiên Cứu Tài Chính - Marketing, 63(3), 102–113.
Oliveira, D. S. de, & Caetano, M. (2019). Market strategy development and innovation to strengthen consumer-based equity: The case of Brazilian airlines. Journal of Air Transport Management, 75, 103–110.
Pappu, R., & Quester, P. G. (2016). How does brand innovativeness affect brand loyalty? European Journal of Marketing, 50(1–2), 2–28.
Park, Y., & Chen, J. V. (2007). Acceptance and adoption of the innovative use of smartphone. Industrial Management and Data Systems, 107(9), 1349–1365.
Ramaseshan, B., & Stein, A. (2014). Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships. Journal of Brand Management, 21(7), 664–683.
Rambocas, M., Kirpalani, V. M., & Simms, E. (2018). Brand equity and customer behavioral intentions: a mediated moderated model. International Journal of Bank Marketing, 36(1), 19–40.
Romaniuk, J., & Nenycz-thiel, M. (2013). Behavioral brand loyalty and consumer brand associations. Journal of Business Research, 66(1), 67–72.
Sarker, M., Mohd-any, A. A., & Kamarulzaman, Y. (2021). Validating a consumer-based service brand equity (CBSBE) model in the airline industry. Journal of Retailing and Consumer Services, 59(0), 1–14.
Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15(1–3), 53–67.
Shin, D.-H. (2012). Cross-analysis of usability and aesthetic in smart devices: what influences users’ preferences? International Journal of Cross Cultural Management, 19(4), 563–587.
Soedarto, T., Kurniawan, G. S. A., & Sunarsono, R. J. (2019). The parceling of loyalty: Brand quality, brand affect, and brand trust effect on attitudinal loyalty and behavioral loyalty. Academy of Strategic Management Journal, 18(1), 1–15.
Soler, I. P., & Gémar, G. (2016). Brand Equity Research Using Online Customer Ratings of Spanish Hotels. International Journal of Tourism Research, 0(0), 1–12.
Tsordia, Ch, Papadimitriou, D., & Parganas, P. (2018). The influence of sport sponsorship on brand equity and purchase behavior. Journal of Strategic Marketing, 26(1), 85–105.
Tsordia, Charitomeni, Papadimitriou, D., & Apostolopoulou, A. (2018). Building a sponsor’s equity through brand personality: Perceptions of fans and rivals. Sport, Business and Management: An International Journal, 8(5), 454–468.
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer Experience Creation: Determinants , Dynamics and Management Strategies. Journal of Retailing, 85(2007), 31–41.
Wang, L. C., Baker, J., Wagner, J. A., & Wakefield, K. (2007). Can a retail Web Site be social? Journal of Marketing, 71(3), 143–157.
Yeh, C. H., Wang, Y. S., & Yieh, K. (2016). Predicting smartphone brand loyalty: Consumer value and consumer-brand identification perspectives. International Journal of Information Management, 36(3), 245–257.
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52, 1–14.
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195–211.
Ahn, J., Park, J. K., & Hyun, H. (2018). Luxury product to service brand extension and brand equity transfer. Journal of Retailing and Consumer Services, 42, 22-28.
Altaf, M., Iqbal, N., Mohd.Mokhtar, S. S., & Sial, M. H. (2017). Managing consumer-based brand equity through brand experience in Islamic banking. Journal of Islamic Marketing, 8(2), 1–21.
Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing Construct Validity in Organizational Research. Administrative Science Quarterly, 36(3), 421–459.
Bennett, R., Härtel, C. E. J., & McColl-Kennedy, J. R. (2005). Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R. Industrial Marketing Management, 34(1), 97–107.
Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28(1), 128–137.
Biedenbach, G., & Marell, A. (2010). The impact of customer experience on brand equity in a business-to-business services setting. Journal of Brand Management, 17(6), 446–458.
Bleier, A., Harmeling, C. M., & Palmatier, R. W. (2019). Creating Effective Online Customer Experiences. Journal of Marketing, 83(2), 98–119.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52–68.
Broniarczyk, S. M., & Griffin, J. G. (2014). Decision Difficulty in the Age of Consumer Empowerment. Journal of Consumer Psychology, 24(4), 608–625.
Brun, I., Rajaobelina, L., Ricard, L., & Berthiaume, B. (2017). Impact of customer experience on loyalty: a multichannel examination. The Service Industries Journal, 37(5–6), 317–340.
Buil, I., De Chernatony, L., & Martínez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1), 115–122.
Callarisa, L., García, J. S., Cardiff, J., & Roshchina, A. (2012). Harnessing social media platforms to measure customer-based hotel brand equity. Tourism Management Perspectives, 4, 73–79.
Camacho, N., Jong, M. De, & Stremersch, S. (2014). The effect of customer empowerment on adherence to expert advice. International Journal of Research in Marketing, 0(0), 1–16.
Chow, H. wen, Ling, G. J., Yen, I. yin, & Hwang, K. P. (2017). Building brand equity through industrial tourism. Asia Pacific Management Review, 22(2), 70–79.
Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3), 25–40.
Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences. Lawrence Erlbaum Associates, Publishers.
Das, G. (2014). Linkages of retailer awareness, retailer association, retailer perceived quality and retailer loyalty with purchase intention: A study of Indian food retail brands. Journal of Retailing and Consumer Services, 21(3), 284–292.
Ding, C. G., & Tseng, T. H. (2015). On the relationships among brand experience, hedonic emotions, and brand equity. European Journal of Marketing, 49(7/8), 994–1050.
Elbeltagi, I., & Agag, G. (2016). E-retailing ethics and its impact on customer satisfaction and repurchase intention: A cultural and commitment-trust theory perspective. Internet Research, 26(1), 288–310.
Elder, R. S., Schlosser, A. E., Poor, M., & Xu, L. (2017). So Close I Can Almost Sense It: The Interplay between Sensory Imagery and Psychological Distance. Journal of Consumer Research, 44(4), 877–894.
Gentile, C., Spiller, N., & Noci, G. (2007). How to Sustain the Customer Experience: An Overview of Experience Components that Co-create Value With the Customer. European Management Journal, 25(5), 395–410.
Hair, J.F., Hult, G.T.M., Ringle, C.M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). SAGE Publications.
Hair Jr, J. F., Black, W. C., Babin, Arry J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.
Kim, D., Chun, H., & Lee, H. (2014). Determining the Factors that Influence College Students’ Adoption of Smartphones. Journal Of The Association For Information Science And Technology, 65(3), 578–588.
Kim, J. H., & Hyun, Y. J. (2011). A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector. Industrial Marketing Management, 40(3), 424–438.
Kim, K. J., Kim, H. J., Yim, J., Heo, J. Y., Kim, M. J., Shin, S., & Ahn, H. in. (2018). Evaluation of smartphone user experience: identification of key evaluation items and their relationships. International Journal of Mobile Communications, 16(2), 167–189.
Kim, M. K., Wong, S. F., Chang, Y., & Park, J. H. (2016). Determinants of customer loyalty in the Korean smartphone market: Moderating effects of usage characteristics. Telematics and Informatics, 33(4), 936–949.
Kim, S. (Sam), Choe, J. Y. (Jacey), & Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing and Management, 9, 320–329.
Kumar, R. S., Dash, S., & Purwar, P. C. (2013). The nature and antecedents of brand equity and its dimensions. Marketing Intelligence & Planning, 31(2), 141–159.
Leckie, J. L. A. L. C. (2017). Green brand benefits and their influence on brand loyalty. Marketing Intelligence & Planning, 35(3), 1–27.
Lê Tấn Bửu & Lê Đăng Lăng (2014). Mối quan hệ giữa các thành phần giá trị thương hiệu vàng: Nghiên cứu trường hợp SJC. Tạp Chí Phát Triển Kinh Tế, 279, 108–126.
Lê Tấn Bửu & Lê Đăng Lăng (2015). Chất lượng nhân viên bán hàng, bảo hành và giá trị thương hiệu trong ngành bán lẻ kim khí điện máy. Tạp Chí Khoa Học Trường Đại Học Mở TPHCM, 2(41), 51–63.
Lượng Văn Quốc & Nguyễn Thanh Long (2022). Tác động của trải nghiệm khách hàng đến lòng tin, sự hài lòng khách hàng và giá trị thương hiệu: Trường hợp mua hàng trực tuyến tại thị trường bán lẻ thành phố Hồ Chí Minh. Tạp Chí Khoa Học Thương Mại, 161, 35–50.
Mathwick, C., & Rigdon, E. (2004). Play, Flow, and the Online Search Experience. Journal of Consumer Research, 31(2), 324–332.
Mostafa, R. B., & Kasamani, T. (2021). Brand experience and brand loyalty: is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033–1051.
Nguyễn Thị Hồng Nguyệt (2020). Ảnh hưởng của trải nghiệm thương hiệu đến chất lượng mối quan hệ và lòng trung thành khách hàng. Tạp Chí Nghiên Cứu Tài Chính – Marketing, 55(02), 26–36.
Nguyễn Văn Hiến & Nguyễn Thị Hồng Nguyệt (2021). Đo lường giá trị thương hiệu địa phương dưới góc nhìn của khách du lịch: Trường hợp nghiên cứu tỉnh Vĩnh Long. Tạp Chí Nghiên Cứu Tài Chính - Marketing, 63(3), 102–113.
Oliveira, D. S. de, & Caetano, M. (2019). Market strategy development and innovation to strengthen consumer-based equity: The case of Brazilian airlines. Journal of Air Transport Management, 75, 103–110.
Pappu, R., & Quester, P. G. (2016). How does brand innovativeness affect brand loyalty? European Journal of Marketing, 50(1–2), 2–28.
Park, Y., & Chen, J. V. (2007). Acceptance and adoption of the innovative use of smartphone. Industrial Management and Data Systems, 107(9), 1349–1365.
Ramaseshan, B., & Stein, A. (2014). Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships. Journal of Brand Management, 21(7), 664–683.
Rambocas, M., Kirpalani, V. M., & Simms, E. (2018). Brand equity and customer behavioral intentions: a mediated moderated model. International Journal of Bank Marketing, 36(1), 19–40.
Romaniuk, J., & Nenycz-thiel, M. (2013). Behavioral brand loyalty and consumer brand associations. Journal of Business Research, 66(1), 67–72.
Sarker, M., Mohd-any, A. A., & Kamarulzaman, Y. (2021). Validating a consumer-based service brand equity (CBSBE) model in the airline industry. Journal of Retailing and Consumer Services, 59(0), 1–14.
Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15(1–3), 53–67.
Shin, D.-H. (2012). Cross-analysis of usability and aesthetic in smart devices: what influences users’ preferences? International Journal of Cross Cultural Management, 19(4), 563–587.
Soedarto, T., Kurniawan, G. S. A., & Sunarsono, R. J. (2019). The parceling of loyalty: Brand quality, brand affect, and brand trust effect on attitudinal loyalty and behavioral loyalty. Academy of Strategic Management Journal, 18(1), 1–15.
Soler, I. P., & Gémar, G. (2016). Brand Equity Research Using Online Customer Ratings of Spanish Hotels. International Journal of Tourism Research, 0(0), 1–12.
Tsordia, Ch, Papadimitriou, D., & Parganas, P. (2018). The influence of sport sponsorship on brand equity and purchase behavior. Journal of Strategic Marketing, 26(1), 85–105.
Tsordia, Charitomeni, Papadimitriou, D., & Apostolopoulou, A. (2018). Building a sponsor’s equity through brand personality: Perceptions of fans and rivals. Sport, Business and Management: An International Journal, 8(5), 454–468.
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer Experience Creation: Determinants , Dynamics and Management Strategies. Journal of Retailing, 85(2007), 31–41.
Wang, L. C., Baker, J., Wagner, J. A., & Wakefield, K. (2007). Can a retail Web Site be social? Journal of Marketing, 71(3), 143–157.
Yeh, C. H., Wang, Y. S., & Yieh, K. (2016). Predicting smartphone brand loyalty: Consumer value and consumer-brand identification perspectives. International Journal of Information Management, 36(3), 245–257.
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52, 1–14.
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195–211.
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