Sự tác động của tính vị chủng tiêu dùng và giá trị cảm nhận đến lòng trung thành thương hiệu của người tiêu dùng đối với các chuỗi cửa hàng cà phê nội địa tại Thành phố Hồ Chí Minh
Nội dung chính của bài viết
Tóm tắt
Mục tiêu của nghiên cứu này nhằm xem xét sự tác động của tính vị chủng tiêu dùng và giá trị cảm nhận đến lòng trung thành thương hiệu của người tiêu dùng đối với các chuỗi cửa hàng cà phê nội địa tại thành phố Hồ Chí Minh. Nghiên cứu được thực hiện qua các giai đoạn: (i) Nghiên cứu định tính bằng phỏng vấn sâu và thảo luận nhóm; (ii) Nghiên cứu diệp hẹp với 285 bảng phỏng vấn hợp lệ; (iii) Nghiên cứu chính thức với 1000 bảng phỏng vấn hợp lệ, sử dụng thang đo Likert với năm điểm biến thiên từ “Rất không đồng ý” đến “Rất đồng ý” và dữ liệu thu thập được xử lý bằng phần mềm Smart PLS 3.0 với kỹ thuật PLS-SEM. Kết quả nghiên cứu đã khám phá và kiểm định sự tác động của tính vị chủng tiêu dùng và giá trị cảm nhận đến lòng trung thành thương hiệu của người tiêu dùng đối với các chuỗi cửa hàng cà phê nội địa tại TPHCM, từ đó đề xuất một số hàm ý quản trị nhằm gia tăng lòng trung thành thương hiệu cho chuỗi cửa hàng cà phê nội địa tại thị trường này.
Chi tiết bài viết
Từ khóa
Chuỗi cửa hàng cà phê nội địa, Giá trị cảm nhận, Lòng trung thành thương hiệu, Tính vị chủng tiêu dùng
Tài liệu tham khảo
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Parasuraman, A. & Grewal, D. (2000). The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda. Journal of the Academy of Marketing Science, 28, 168-170.
http://dx.doi.org/10.1177/0092070300281015
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Gundlach, G.T., R.S. Achrol & J.T. Mentzer (1995). The Structure of Commitment in Exchange, Journal of Marketing, 59(1), 78-92. https://doi.org/10.1177/002224299505900107
Hair, Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications. https://us.sagepub.com/en-us/nam/a-primer-on-partial-least-squares-structural-equation-modeling-pls-sem/book244583
Han, Y. J., Nunes, J. C., & Drèze, X. (2010). Signaling Status with Luxury Goods: The Role of Brand Prominence. Journal of Marketing, 74(4), 15–30. https://doi.org/10.1509/jmkg.74.4.15
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. https://doi.org/10.1007/s11747-014-0403-8
Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic Consumption: Emerging Concepts, Methods and Propositions. In Source: Journal of Marketing 46(3). https://www.jstor.org/stable/1251707
Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer Research, 17(2), 141–148. https://doi.org/10.1086/208544
Huang, C. Te, Sunny Hu, H. H., & Chen, P. T. (2010). Do reward programs truly build loyalty for lodging industry? International Journal of Hospitality Management, 29(1), 128–135. https://doi.org/10.1016/j.ijhm.2009.07.002
Huang, Y. A., Phau, I., Lin, C., Chung, H.-J., & Lin, K. H.-C. (2008). Allocentrism and consumer ethnocentrism: The effects of social identity on purchase intention. Social Behavior and Personality: An International Journal, 36(8), 1097–1110. https://doi.org/10.2224/sbp.2008.36.8.1097
Hulland, J. (1999) Use of Partial Least Squares (PLS) in Strategic Management Research: A Review of Four Recent Studies. Strategic Management Journal, 20, 195-204. https://doi.org/10.1002/(SICI)1097-0266(199902)20:2<195::AID-SMJ13>3.0.CO;2-7
Khalifa, A.S. (2004) Customer Value: A Review of Recent Literature and an Integrative Configuration. Management Decision, 42, 645-666. http://dx.doi.org/10.1108/00251740410538497
Kim, H.B. and Kim, W.G. (2005) The Relationship between Brand Equity and Firms’ Performance in Luxury Hotels and Chain Restaurants. Tourism Management, 26, 549-560.
http://dx.doi.org/10.1016/j.tourman.2004.03.010
Kim, H. W., Chan, H. C., & Gupta, S. (2007). Value-based adoption of mobile internet: an empirical investigation. Decision Support Systems, 43(1), 111–126. https://doi.org/10.1016/j.dss.2005.05.009
Klein, J. G., Ettenson, R., & Morris, M. D. (1998). The Animosity Model of Foreign Product Purchase: An Empirical Test in the People’s Republic of China. Journal of Marketing, 62(1), 89–100. https://doi.org/10.2307/1251805
Kotler, P. (2000). Marketing Management. Marketing Management and Strategy. https://doi.org/10.1016/j.ssi.2013.04.024
Kucukemiroglu, O., Harcar, T., & Spillan, J. E. (2007). Market Segmentation by Exploring Buyer Lifestyle Dimensions and Ethnocentrism Among Vietnamese Consumers: An Empirical Study. 7(4), 55–76. https://doi.org/10.1300/J098v07n04
Kujur, F., & Singh, S. (2018). Emotions as predictor for consumer engagement in YouTube advertisement. Journal of Advances in Management Research, 15(2), 184–197. https://doi.org/10.1108/JAMR-05-2017-0065
Mitchell, V., & Greatorex, M. (1993). Risk Perception and Reduction in the Purchase of Consumer Services. The Service Industries Journal, 13(4),179–200. https://doi.org/10.1080/02642069300000068
Nguyen, N., & Leblanc, G. (2001). Corporate image and corporate reputation in customers’ retention decisions in services. Journal of Retailing and Consumer Services, 8(4), 227–236. https://doi.org/10.1016/S0969-6989(00)00029-1
Nguyen, T. L. (2011). Tính vị chủng tiêu dùng và sự sẵn lòng mua hàng ngoại của người tiêu dùng: Trường hợp các mặt hàng sữa bột, dược phẩm và trái cây. Tạp Chí Phát Triển KH&CN, 14(3), 40–55. https://vjol.info.vn/index.php/JSTD/issue/view/947
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric Theory New York. NY: McGraw-Hill. https://doi.org/10.1177/014662169501900308
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63(1999), 33–44. https://doi.org/10.2307/1252099
Orth, U. R., & Firbasová, Z. (2003). The role of consumer ethnocentrism in food product evaluation. Agribusiness, 19(2), 137–153. https://doi.org/10.1002/agr.10051
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