Ảnh hưởng của Marketing giác quan đến cảm nhận chất lượng dịch vụ và sự hài lòng của khách hàng thế hệ Gen Z khi sử dụng dịch vụ ẩm thực tại các cửa hàng ăn uống tại Thành phố Hồ Chí Minh
Nội dung chính của bài viết
Tóm tắt
Nghiên cứu nhằm xem xét ảnh hưởng của Marketing giác quan đến cảm nhận chất lượng dịch vụ và sự hài lòng của thực khách khi sử dụng dịch vụ ẩm thực tại các cửa hàng ăn uống. Dữ liệu nghiên cứu được thu thập từ 588 thực khách thế hệ Z tại Thành phố Hồ Chí Minh. Phần mềm SPSS 22.0 và AMOS 22.0 được sử dụng để phân tích dữ liệu (phân tích Cronbach’s Alpha, phân tích nhân tố khám phá, phân tích nhân tố khẳng định, kiểm định mô hình cấu trúc). Kết quả nghiên cứu cho thấy, 5 yếu tố giác quan đều tác động đến cảm nhận chất lượng dịch vụ; trong đó, khứu giác là yếu tố tác động mạnh nhất, kế đến lần lượt là vị giác, thị giác, thính giác và xúc giác. Cảm nhận chất lượng dịch vụ tiếp tục tác động đến sự hài lòng của thực khách. Dựa trên kết quả nghiên cứu, tác giả đã đưa ra khuyến nghị các cửa hàng ăn uống cần sử dụng đồng thời các yếu tố Marketing giác quan để nâng cao sự hài lòng của thực khách khi sử dụng dịch vụ ẩm thực.
Chi tiết bài viết
Từ khóa
Ẩm thực, Cảm nhận chất lượng dịch vụ, Gen Z, Marketing giác quan, Sự hài lòng
Tài liệu tham khảo
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Haase, J., & Wiedmann, K. P. (2018). The sensory perception item set (SPI): An exploratory effort to develop a holistic scale for sensory marketing. Psychology & Marketing, 35. https://doi.org/10.1002/mar.21130.
Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate Data Analysis (7th ed.). Upper Saddle River, NJ: Prentice-Hall, Inc.
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Hussain, S. (2018). Brand Image and Customer Loyalty Through Sensory Marketing Strategies - A Study on International Fast Food Chain Restaurants, International Journal of Management Studies, 5(2), 2231-2528, http://dx.doi.org/10.18843/ijms/v5i2(7)/05
Hussain, S. (2019). Sensory Marketing Strategies and Consumer Behavior: Sensible Selling Using All Five Senses. International Journal of Business Strategy, 16, 34-44. https://ssrn.com/abstract=3792792
Ifeanyichukwu, C., & Peter, A. (2018). The Role of Sensory Marketing in Achieving Customer Patronagein FastFood Restaurants in Awka. International Research Journal Of Management, IT & Social Sciences, 5(2), 155-163. https://doi.org/10.21744/irjmis.v5i2.632163
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Kim, W. H., Lee, S. H., & Kim, K. S. (2020). Effects of sensory marketing on customer satisfaction and revisit intention in the hotel industry: the moderating roles of customers’ prior experience and gender. Anatolia. An International Journal of Tourism and Hospitality Research, 31(4), 523–535. https://doi.org/10.1080/13032917.2020.1783692
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Chang, W. L. (2020). Applying ANP to analyse sensory experience in restaurants. British Food Journal, 122(1), 122-135. https://doi.org/10.1108/BFJ-07-2019-0497
Chen, W. K., Wen, H. Y., & Silalahi, A. D. K. (2021, 29-31 Aug. 2021). Parasocial Interaction with YouTubers: Does Sensory Appeal in the YouTubers' Video Influences Purchase Intention? 2021 IEEE International Conference on Social Sciences and Intelligent Management (SSIM). https://doi.org/10.1109/SSIM49526.2021.9555195
Clark, M. A., & Wood, R. C. J. B. F. J. (1999). Consumer loyalty in the restaurant industry: A preliminary exploration of the issues. International Journal of Contemporary Hospitality Management, 10(4), 139-144. https://doi.org/10.1108/09596119810222104
Costell, E. (2002). A comparison of sensory methods in quality control. Food Quality and Preference, 13(6), 341-353. https://doi.org/https://doi.org/10.1016/S0950-3293(02)00020-4
Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(3), 55. https://doi.org/10.2307/1252296
Crusco, A. H., & Wetzel, C. G. (1984). The Midas Touch: The effects of interpersonal touch on restaurant tipping. Personality and Social Psychology Bulletin, 10(4), 512-517. https://doi.org/10.1177/0146167284104003
Đặng Thị Thúy An, Nguyễn Trung Tiến, Phan Thị Tiếm & Ngô Cẩm Tiên (2021). Các nhân tố ảnh hưởng đến sự hài lòng chất lượng dịch vụ nhà hàng: Trường hợp tại khách sạn Sài Gòn – Vĩnh Long. Tạp chí Công thương, 19, 239-244.
Daucé, B., & Rieunier, S. (2002). Le marketing sensoriel du point de vente. Recherche et Applications en Marketing (French Edition), 17(4), 45-65. https://doi.org/10.1177/076737010201700408
Erenkol, A. D., & Merve, A. K. (2015). Sensory marketing. Journal of Administrative Sciences and Policy Studies, 3(1), 1-26. http://dx.doi.org/10.15640/jasps.v3n1a1
Fyall, A., Legohérel, P., Frochot, I., & Wang, Y. (2019). Marketing for Tourism and Hospitality: Collaboration, Technology and Experiences. Routledge. https://books.google.com.vn/books?id=i1GtswEACAAJ.
Gobe, M., & Gobé, M. (2001). Emotional Branding: The New Paradigm for Connecting Brands to People. Allworth Press. https://books.google.com.vn/books?id=nmlCnwEACAAJ.
Ha, J., & Jang, S. (2010). Effects of service quality and food quality: The moderating role of atmospherics in an ethnic restaurant segment. International Journal of Hospitality Management, 29, 520-529. https://doi.org/10.1016/j.ijhm.2009.12.005
Haase, J., & Wiedmann, K. P. (2018). The sensory perception item set (SPI): An exploratory effort to develop a holistic scale for sensory marketing. Psychology & Marketing, 35. https://doi.org/10.1002/mar.21130.
Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate Data Analysis (7th ed.). Upper Saddle River, NJ: Prentice-Hall, Inc.
Hoang, S., & Tučková, Z. (2021). The impact of sensory marketing on street food for the return of international visitors: Case study in Vietnam. Scientific Papers of the University of Pardubice, Series D: Faculty of Economics and Administration, 29. https://doi.org/10.46585/sp29021282.
Hultén, B. (2020). Sensory Marketing: An Introduction. SAGE Publications. https://books.google.com.vn/books?id=6we3ygEACAAJ.
Hussain, S. (2018). Brand Image and Customer Loyalty Through Sensory Marketing Strategies - A Study on International Fast Food Chain Restaurants, International Journal of Management Studies, 5(2), 2231-2528, http://dx.doi.org/10.18843/ijms/v5i2(7)/05
Hussain, S. (2019). Sensory Marketing Strategies and Consumer Behavior: Sensible Selling Using All Five Senses. International Journal of Business Strategy, 16, 34-44. https://ssrn.com/abstract=3792792
Ifeanyichukwu, C., & Peter, A. (2018). The Role of Sensory Marketing in Achieving Customer Patronagein FastFood Restaurants in Awka. International Research Journal Of Management, IT & Social Sciences, 5(2), 155-163. https://doi.org/10.21744/irjmis.v5i2.632163
Jang, H. W., & Lee, S.-B. (2019). Applying Effective Sensory Marketing to Sustainable Coffee Shop Business Management. Sustainability, 11(22), 6430. https://www.mdpi.com/2071-1050/11/22/6430.
Kaiser, H.F. (1974). An index of factorial simplicity. Psychometrika, 39 (31–36). DOI: https://doi.org/10.1007/BF02291575
Kim, D., Ferrin, D., & Rao, R. (2009). Trust and Satisfaction, Two Stepping Stones for Successful E-Commerce Relationships: A Longitudinal Exploration. Information Systems Research, 20, 237-257. https://doi.org/10.1287/isre.1080.0188
Kim, W. H., Lee, S. H., & Kim, K. S. (2020). Effects of sensory marketing on customer satisfaction and revisit intention in the hotel industry: the moderating roles of customers’ prior experience and gender. Anatolia. An International Journal of Tourism and Hospitality Research, 31(4), 523–535. https://doi.org/10.1080/13032917.2020.1783692
Kivela, J., Inbakaran, R., & Reece, J. (2000). Consumer research in the restaurant environment. Part 3: Analysis, findings and conclusions. International Journal of Contemporary Hospitality Management, 12(1), 13-30. https://doi.org/10.1108/09596110010304984
Kline, R. B. (2005). Principles and practice of structural equation modeling (2nd ed.). New York: Guilford.
Kotler, P., Armstrong, G., Saunders, J., & Wong, V. (2001). Principles of Marketing, 2nd edition. Corporate Communications: An International Journal, 6(3), 164–165. https://doi.org/10.1108/ccij.2001.6.3.164.1
Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332-351. https://doi.org/https://doi.org/10.1016/j.jcps.2011.08.003
Krishna, A., Morrin, M., & Sayin, E. (2013). Smellizing Cookies and Salivating: A Focus on Olfactory Imagery. Journal of Consumer Research, 41(1), 18-34. https://doi.org/10.1086/674664
Krishna, A. J. C. B. (2011). An Integrative Review of Sensory Marketing: Engaging the Senses to Affect Perception, Judgment and Behavior, 22(3), 332-351. https://doi.org/10.1016/j.jcps.2011.08.003
Leppard, P., Russell, C., & Cox, D. (2004). Improving means-end-chain studies by using a ranking method to construct hierarchical value map. Food Quality and Preference, 15, 489-497. https://doi.org/10.1016/j.foodqual.2003.09.001
Lindborg, P. (2015). Psychoacoustic, physical, and perceptual features of restaurants: A field survey in Singapore. Applied Acoustics, 92, 47-60. https://doi.org/https://doi.org/10.1016/j.apacoust.2015.01.002
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