Mối quan hệ giữa chất lượng dịch vụ, tiếp nhận thông tin trực tuyến và niềm tin thương hiệu thông qua hình ảnh thương hiệu tại các doanh nghiệp phát triển dự ánbất động sản nhà ở tại Việt Nam
Nội dung chính của bài viết
Tóm tắt
Nghiên cứu này xem xét mối quan hệ giữa chất lượng dịch vụ, tiếp nhận thông tin trực tuyến và niềm tin thương hiệu thông qua hình ảnh thương hiệu trong các doanh nghiệp phát triển dự án bất động sản nhà ở tại Việt Nam. Các mối quan hệ này được kiểm định với 612 người đã từng mua bất động sản (BĐS) nhà ở của một đơn vị phát triển dự án bất động sản tại Việt Nam, sử dụng phần mềm hỗ trợ SPSS 22 và AMOS. Kết quả nghiên cứu cho thấy, tiếp nhận thông tin trực tuyến có tác động tới hình ảnh thương hiệu mạnh hơn chất lượng dịch vụ và hình ảnh thương hiệu có tác động đến niềm tin thương hiệu mạnh hơn chất lượng dịch vụ. Cuối cùng tác giả trình bày hàm ý nghiên cứu cho nhà quản trị và hướng nghiên cứu tiếp theo
Chi tiết bài viết
Từ khóa
Chất lượng dịch vụ, Bất động sản, Hình ảnh thương hiệu, Tiếp nhận thông tin trực tuyến, Niềm tin thương hiệu
Tài liệu tham khảo
Alam, S. S. & Yasin, N. M. (2010). What factors influence online brand trust: evidence from online tickets buyers in Malaysia. Journal of Theoretical and Applied Electronic Commerce Research, 5(3), 78-89.
Bùi Nguyên Hùng và Nguyễn Thúy Quỳnh Loan. (2010). Quản Lý Chất Lượng. Nhà xuất bản Đại học Quốc gia TPHCM.
Brady, M.K. & Cronin, J.J.Jr. (2001). Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing, 65(3), 34-49.
Caruana, A. (2002). Service loyalty: The effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, 36 (7/8), 811-828. https://doi.org/10.1108/03090560210430818
Carman, J. M. (1990). Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions. Journal of Retailing, 66(1), 33–56.
Chandio, Z. U., Qureshi, M. A. & Ahmed, S. (2015). Brand trust, customer satisfaction and Brand Loyalty-a cross Examination. Journal of Business Strategies, 9(1), 62-81.
Chaudhuri, A. & Holbrook, M. B. (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.
Chen, S., & Liu, C. C. (2017). From demand response to transactive energy: state of the art. Journal of Modern Power Systems and Clean Energy, 5(1), 10-19.
Cheung, M. Y., Luo, C., Sia, C. L. & Chen, H. (2009). Credibility of Electronic Word-of-Mouth: Informational and Normative Determinants of On-line Consumer Recommendations. International Journal of Electronic Commerce, 13(4), 9-38.
Cronin, J. J. & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(3), 55-68. https://doi.org/10.1177%2F002224299205600304
Crosby, L. A., Evans, K. R. & Cowles, D. (1990). Relationship Quality in Services Selling: An Interpersonal Influence Perspective. Journal of Marketing, 54(3), 68-81.
Dobni, D. & Zinkhan, G. M. (1990). In search of brand image: a foundation analysis. Advances in Consumer Research, 17, 110-119.
Fombrun, C.J. & Shanley, M. (1990). What’s in a name? Reputation building and corporate strategy. Academy of Management Journal, 33(2), 233-258.
Gao, L., Waechter, K. A., & Bai, X. (2015). Understanding consumers’ continuance intention
towards mobile purchase: A theoretical framework and empirical study - A case of China.
Computers in Human Behavior, 53(C), 249-262.
Goyette, I., Ricard, L., Bergeron, J. & Marticotte, F. (2010). e‐WOM Scale: word‐of‐mouth measurement scale for e‐services context. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 27(1), 5-23. https://doi.org/10.1002/CJAS.129
Hair, Jr. J. F., Anderson, R. E., Tatham, R. L. & Black, W. C. (1998). Multivariate Data Analysis. 5th Edition, Upper Saddle River Prentice-Hall.
Jalilvand, M. R. & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention - An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning, 30(4), 460-476.
Johnson, L.L, Dotson, M.J. & Dunlap B.J. (1988). Service Quality Determinants and Effectiveness in the Real Estate Brokerage Industry. Journal of Real Estate Research, 3(2), 21-36.
Kaiser, H. F. (1974). An Index of Factorial Simplicity. Psychometrika, 39(1), 31-36. https://doi.org/10.1007/BF02291575
Keller, K.L. (2003). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 2nd Edistion, Prentice Hall, New Jersey.
Kline, R. B. (2005). Principles and Practice of Structural Equation Modeling. 2nd Ed. New York: Guilford
Lin, M. Q. & Lee, B. C. Y. (2012). The influence of website environment on brand loyalty: brand trust and brand affect as mediators. International Journal of Electronic Business Management, 10(4), 308-321.
Liu, Y. (2006). Word of Mouth for Movies: Its Dynamics and Impact on Box Office Revenue. Journal of Marketing, 70(3), 74‐89.
Mehta, S. C., Lalwani, A. K. & Han, S. L. (2000). Service Quality in Retailing: Relative Efficiency of Alternative Measurement Scales for Different Product-Service Environments. International Journal of Retail & Distribution Management, 28(2), 62-72. https://doi.org/10.1108/09590550010315106
Nelson, S. & Nelson, T. (1995). RESERV: An instrument for measuring real estate brokerage service quality. Journal of Real Estate Research, 10(1), 99-113.
Nguyễn Đình Thọ và cộng sự (2003). Đo lường chất lượng dịch vụ khu vui chơi giải trí ngoài trời tại TPHCM, CS 2003-19. Trường Đại học Kinh tế TP Hồ Chí Minh, Vietnam.
Ofori, K. S., Boakye, K. & Narteh, B. (2018). Factors influencing consumer loyalty towards 3G mobile data service providers: Evidence from Ghana. Total Quality Management & Business Excellence, 29(5-6), 580-598.
Park, J. W., Robertson, R., & Wu, C. L. (2005). Investigating the effects of airline service quality on airline image and passengers' future behavioural intentions: findings from Australian international air passengers. Journal of Tourism Studies, 16(1), 2-11.
Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.
Petty, R. E. & Cacioppo, J. T. (1986). Communication and Persuasion: Central and Peripheral Routes to Attitude Change. Springer-Verlag, New York, NY
Pitta, D.A. & Fowler, D. (2005). Online consumer communities and their value to new product developers. Journal of Product & Brand Management, 14(5), 283-291.
Pollack, B.L. (2009). Linking the hierarchical service quality model to customer satisfaction and loyalty. Journal of Services Marketing, 23(1), 42-50.
Rust, R.T., & Oliver, R.L. (1994). Service quality: insights and managerial implications from the frontier. Service Quality: New Directions in Theory and Practice. Sage Publications, Thousand Oaks, CA, 1-19.
Saleem, H., & Raja, N. S. (2014). The impact of service quality on customer satisfaction, customer loyalty and brand image: Evidence from hotel industry of Pakistan. Middle-East Journal of Scientific Research, 19(5), 706-711. https://doi.org/10.5829/idosi.mejsr.2014.19.5.21018
Sandes, F. S., & Urdan, A. T. (2013). Electronic word-of-mouth impacts on consumer behavior: Exploratory and experimental studies. Journal of International Consumer Marketing, 25(3), 181-197. https://doi.org/10.1080/08961530.2013.780850.
Schiffman, L.G. & Kanuk, L.L. (2004). Consumer Behavior. 8th Edition, Pearson Prentice Hall, New Jersey.
Seiler, V.L., Webb, J.R. & Whipple, T.W. (2000). Assessment of Real Estate Brokerage Service Quality with a Practicing Professional's Instrument. Journal of Real Estate Research, (20)1, 105-117.
Sussman, S.W. & Siegal, W.S. (2003). Informational influence in organizations: An integrated approach to knowledge adoption. Informational Systems Research, 14(1), 47-65.
Upamannyu, N. K., & Sankpal, S. (2014). Effect of brand image on customer satisfaction & loyalty intention and the role of customer satisfaction between brand image and loyalty intention. Journal of Social Science Research, 3(2), 274-285.
Zeithaml, V. A. & Bitner, M.J. (2000). Services Marketing: Integrating Customer Focus Across the Firm. New York: McGraw-Hill.
Bùi Nguyên Hùng và Nguyễn Thúy Quỳnh Loan. (2010). Quản Lý Chất Lượng. Nhà xuất bản Đại học Quốc gia TPHCM.
Brady, M.K. & Cronin, J.J.Jr. (2001). Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing, 65(3), 34-49.
Caruana, A. (2002). Service loyalty: The effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, 36 (7/8), 811-828. https://doi.org/10.1108/03090560210430818
Carman, J. M. (1990). Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions. Journal of Retailing, 66(1), 33–56.
Chandio, Z. U., Qureshi, M. A. & Ahmed, S. (2015). Brand trust, customer satisfaction and Brand Loyalty-a cross Examination. Journal of Business Strategies, 9(1), 62-81.
Chaudhuri, A. & Holbrook, M. B. (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.
Chen, S., & Liu, C. C. (2017). From demand response to transactive energy: state of the art. Journal of Modern Power Systems and Clean Energy, 5(1), 10-19.
Cheung, M. Y., Luo, C., Sia, C. L. & Chen, H. (2009). Credibility of Electronic Word-of-Mouth: Informational and Normative Determinants of On-line Consumer Recommendations. International Journal of Electronic Commerce, 13(4), 9-38.
Cronin, J. J. & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(3), 55-68. https://doi.org/10.1177%2F002224299205600304
Crosby, L. A., Evans, K. R. & Cowles, D. (1990). Relationship Quality in Services Selling: An Interpersonal Influence Perspective. Journal of Marketing, 54(3), 68-81.
Dobni, D. & Zinkhan, G. M. (1990). In search of brand image: a foundation analysis. Advances in Consumer Research, 17, 110-119.
Fombrun, C.J. & Shanley, M. (1990). What’s in a name? Reputation building and corporate strategy. Academy of Management Journal, 33(2), 233-258.
Gao, L., Waechter, K. A., & Bai, X. (2015). Understanding consumers’ continuance intention
towards mobile purchase: A theoretical framework and empirical study - A case of China.
Computers in Human Behavior, 53(C), 249-262.
Goyette, I., Ricard, L., Bergeron, J. & Marticotte, F. (2010). e‐WOM Scale: word‐of‐mouth measurement scale for e‐services context. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 27(1), 5-23. https://doi.org/10.1002/CJAS.129
Hair, Jr. J. F., Anderson, R. E., Tatham, R. L. & Black, W. C. (1998). Multivariate Data Analysis. 5th Edition, Upper Saddle River Prentice-Hall.
Jalilvand, M. R. & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention - An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning, 30(4), 460-476.
Johnson, L.L, Dotson, M.J. & Dunlap B.J. (1988). Service Quality Determinants and Effectiveness in the Real Estate Brokerage Industry. Journal of Real Estate Research, 3(2), 21-36.
Kaiser, H. F. (1974). An Index of Factorial Simplicity. Psychometrika, 39(1), 31-36. https://doi.org/10.1007/BF02291575
Keller, K.L. (2003). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 2nd Edistion, Prentice Hall, New Jersey.
Kline, R. B. (2005). Principles and Practice of Structural Equation Modeling. 2nd Ed. New York: Guilford
Lin, M. Q. & Lee, B. C. Y. (2012). The influence of website environment on brand loyalty: brand trust and brand affect as mediators. International Journal of Electronic Business Management, 10(4), 308-321.
Liu, Y. (2006). Word of Mouth for Movies: Its Dynamics and Impact on Box Office Revenue. Journal of Marketing, 70(3), 74‐89.
Mehta, S. C., Lalwani, A. K. & Han, S. L. (2000). Service Quality in Retailing: Relative Efficiency of Alternative Measurement Scales for Different Product-Service Environments. International Journal of Retail & Distribution Management, 28(2), 62-72. https://doi.org/10.1108/09590550010315106
Nelson, S. & Nelson, T. (1995). RESERV: An instrument for measuring real estate brokerage service quality. Journal of Real Estate Research, 10(1), 99-113.
Nguyễn Đình Thọ và cộng sự (2003). Đo lường chất lượng dịch vụ khu vui chơi giải trí ngoài trời tại TPHCM, CS 2003-19. Trường Đại học Kinh tế TP Hồ Chí Minh, Vietnam.
Ofori, K. S., Boakye, K. & Narteh, B. (2018). Factors influencing consumer loyalty towards 3G mobile data service providers: Evidence from Ghana. Total Quality Management & Business Excellence, 29(5-6), 580-598.
Park, J. W., Robertson, R., & Wu, C. L. (2005). Investigating the effects of airline service quality on airline image and passengers' future behavioural intentions: findings from Australian international air passengers. Journal of Tourism Studies, 16(1), 2-11.
Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.
Petty, R. E. & Cacioppo, J. T. (1986). Communication and Persuasion: Central and Peripheral Routes to Attitude Change. Springer-Verlag, New York, NY
Pitta, D.A. & Fowler, D. (2005). Online consumer communities and their value to new product developers. Journal of Product & Brand Management, 14(5), 283-291.
Pollack, B.L. (2009). Linking the hierarchical service quality model to customer satisfaction and loyalty. Journal of Services Marketing, 23(1), 42-50.
Rust, R.T., & Oliver, R.L. (1994). Service quality: insights and managerial implications from the frontier. Service Quality: New Directions in Theory and Practice. Sage Publications, Thousand Oaks, CA, 1-19.
Saleem, H., & Raja, N. S. (2014). The impact of service quality on customer satisfaction, customer loyalty and brand image: Evidence from hotel industry of Pakistan. Middle-East Journal of Scientific Research, 19(5), 706-711. https://doi.org/10.5829/idosi.mejsr.2014.19.5.21018
Sandes, F. S., & Urdan, A. T. (2013). Electronic word-of-mouth impacts on consumer behavior: Exploratory and experimental studies. Journal of International Consumer Marketing, 25(3), 181-197. https://doi.org/10.1080/08961530.2013.780850.
Schiffman, L.G. & Kanuk, L.L. (2004). Consumer Behavior. 8th Edition, Pearson Prentice Hall, New Jersey.
Seiler, V.L., Webb, J.R. & Whipple, T.W. (2000). Assessment of Real Estate Brokerage Service Quality with a Practicing Professional's Instrument. Journal of Real Estate Research, (20)1, 105-117.
Sussman, S.W. & Siegal, W.S. (2003). Informational influence in organizations: An integrated approach to knowledge adoption. Informational Systems Research, 14(1), 47-65.
Upamannyu, N. K., & Sankpal, S. (2014). Effect of brand image on customer satisfaction & loyalty intention and the role of customer satisfaction between brand image and loyalty intention. Journal of Social Science Research, 3(2), 274-285.
Zeithaml, V. A. & Bitner, M.J. (2000). Services Marketing: Integrating Customer Focus Across the Firm. New York: McGraw-Hill.
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