Ảnh hưởng của trải nghiệm thương hiệu đến chất lượng mối quan hệ và lòng trung thành khách hàng
Nội dung chính của bài viết
Tóm tắt
Nghiên cứu này nhằm xem xét vai trò của trải nghiệm thương hiệu trong việc tạo lập và duy trì chất lượng mối quan hệ thương hiệu - khách hàng và lòng trung thành thương hiệu. Theo đó, mục tiêu của nghiên cứu là đo lường sự tác động của trải nghiệm thương hiệu đến lòng trung thành thương hiệu một cách trực tiếp và gián tiếp thông qua chất lượng mối quan hệ. Mẫu nghiên cứu là 500 khách hàng được phỏng vấn trực tiếp bằng bảng câu hỏi để kiểm định mô hình nghiên cứu. Nghiên cứu ứng dụng phương pháp mô hình cấu trúc tuyến tính SEM để phân tích dữ liệu. Kết quả nghiên cứu cho thấy trải nghiệm thương hiệu không có ảnh hưởng trực tiếp đến lòng trung thành thương hiệu nhưng có ảnh hưởng trực tiếp chất lượng mối quan hệ và có tác động gián tiếp đến lòng trung thành thương hiệu thông qua chất lượng mối quan hệ
Chi tiết bài viết
Từ khóa
Trải nghiệm thương hiệu, chất lượng mối quan hệ, lòng trung thành thương hiệu
Tài liệu tham khảo
Arnould, E. J. and Price, L. L. (1993), River magic: Extraordinary experience and the extended service encounter, Journal of Consumer Research, 20 (1), 24-45.
Athanasopoulou, P. (2008), Antecendents and consequences of relationship quality in athletic services,
Managing Service Quality, 18(5): 479-495.
Boersma, M.; Buckley, P. and Ghauri, P. (2003), Trust in International Joint Venture Relationship, Journal of Business Research, 56 (March): 1031-1042.
Bojei, J. and Alwie, A. (2010), The influence of Relationship Quality on Loyalty in Service Sector, Journal of Economics and Management, 4(1): 81-100.
Callaghan, M.; J. Mcphail and O. H. M. Yau. (1995), Dimensions of a Relationship Marketing Orientation: an Empirical Exposition, Proceedings of the Seventh Biannual Word Marketing Congress, 7(2):10- 65.
Chaudhuri, A. (1999), Does Brand Loyalty Mediate Brand Equity Outcomes?, Journal of Marketing Theory and Practice, 99(Spring): 136-146.
Chen, C. and Myagmarsuren, O. (2011), Brand Equity, relationship quality, relationship value, and customer loyalty: Evidence from the telecommunications services, Total Quality Management, 22(9): 1-18.
Crosby, L. A., Evans, K. R., and Cowless, D. (1990), Relationship quality in services selling: an interpersonal influence perspective, Journal of Marketing, 51: 68-81.
Day, G. S. (1969), A two-dimensional concept of brand loyalty, Journal of Advertising Research, 9(3): 29- 35.
De Canniere, M. H., De Pelsmacker, P. and Geuens, M. (2009), Relationship quality and the theory of planned behavior models of behavioral intentions and purchase behavior, Journal of Business Research, 62 (1): 82- 92.
De Wulf, K., Odekerken-Schroder, G. and Iacobucci, D. (2001), Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration, Journal of Marketing, 65(4): 33-50.
De Wulf, K., Odekerken-Schroder, G. and Patrick Van Kenhove (2003), Investments in Consumer Relationships: A Critical Reassessment and Model Extension, International Review of Retail, Distribution and Consumer Research, 13 (3): 245-261.
Fournier, S., and Yao, Julie L. (1997), Reviving brand loyalty : A reconceptualization within the framework of consumer-brand relationships, International Journal of Research in Marketing, 14: 451- 472.
Hennig-Thurau, T. (2000), Relationship quality and customer retention through strategic communication of customer skills, Journal of Marketing Management, 16(1-30): 55-79.
Henning-Thurau, T. and Klee, A. (1997), The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development, Psychology & Marketing, 14 (8): 737-764.
Huang, M. H and Yu. S. (1999), Are consumers inherently or situationally brand loyal? A set intercorrelation account for conscious brand loyalty and nonconcious inetia, Psychology and Marketing, 16(6).
Iglesias, O., Singh, J. J. and Batista-Foguet, J. M. (2001), The role of brand experience and affective commitment in determining brand loyalty, Journal of Brand Management, 18 (8), 570-582.
Jarvelin, A. and Lehtinen, U. (1996), Relationship quality in Business-Business Service Context, in QUIS 5 Advancing Service Quality, A Global Perspective (Eds.) B. B. Edvardsson, S. W. Johnston and E. E. Scheuing, Warwick Printing Company Ltd., 243-54.
Keating, B., Rugimbana, R. and Quazi, A. (2003), Differentiating between service quality and relationship quality in cyberspace, Managing Service Quality, 13 (3): 217- 32.
Khan I, Rahman Z. (2015), Brand experience anatomy in retailing: An interpretive structural modeling approach, Journal of Retailing and Consumer Services, 24: 60–69.
Lang, B. and Colgate, M. (2003), Relationship quality, on-line banking and the information technology gap,
International Journal of Bank Marketing, 21/1: 29-37.
Lee, Hee Jung., and Kang, Myung Soo. (2012), The effect of Brand experience on Brand relationship quality,
Academy of Marketing Studies Journal, 16 (1), 87-100.
Mellens, M., Dekimpe, M. G. and Steeniump, J-B. E. M. (1996), A review of Brand Loyalty Measures in Marketing, Tijdschrift voor Economic and Management, XLI(4).
Liu, C., Guo, Y. M. and Lee, C. (2011), The effects of relationship quality and switching barriers on customer loyalty, International Journal of Information Management, 31(1): 71-79.
Moliner, A. M., Sa1nchez, J., Rodriguez, M. R. and Callarisa, L. (2007a), Perceived relationship quality and post-purchase perceived value: An intergrative framework, European Journal of Marketing, 41(11/12): 1392- 1422.
Moliner, A. M., Sa1nchez, J., Rodriguez, M. R. and Callarisa, L. (2007b), Relationship quality with a travel agency: the influence of the postpurchase perceived value of a tourism package, Tourism and Hospitality Research, 7 (¾): 194- 211.
Moorman, Christine, Gerald Zaltman and Rohit Deshpene (1992), Relationships between Providers and Users of Market Research: The Dynamic of Trust within and between Organizations, Journal of Marketing Research, 19(Aug): 314-328.
Morgan, R. M and Hunt, S. D. (1994), The Commitment – Trust Theory of Relationship Marketing, Journal of Marketing, 58 (July): 20-38.
Nakhaleh, Haitham M. A. (2012), The Relationship between Customer Relationship Marketing Tactics, Relationship Quality and Customer’s Loyalty in Mobile Communication Industry, Academic Research International, 3(2).
Nguyen, Tho D and Nguyen, Trang T. M. (2011), An Examination of Selected Marketing Mix Elements and Brand Relationship Quality in Transition Economies : Evidence from Vietnam, Journal of Relationship Marketing, 10: 43-56.
Nysveen H, Pedersen PE. (2014), Influences of co-creation on brand experience The role of brand engagement, International Journal of Market Research 56: 807–832.
Oliver, R.L. (1999), Whence consumer loyalty, Journal of Marketing, 63 (special isue): 33-44.
Papista, E. and Dimitriadis, S. (2012), Exploring consumer-brand relationship quality and identification Qualitative evidence from cosmetics brands, Qualitative Market Research: An International Journal, 15(1): 33-56.
Parasuraman, A., Zeihaml, V. A. and Berry, L. L. (1985), A conceptual model of service quality and its implications for future research, Journal of Marketing, 49: 41-51.
Quin, S., Zhao, L., and Yi, X. (2009), Impacts of customer service on relationship quality : an empirical study in China, Managing Service Quality, 19(4): 391-409.
Ramaseshan, B. and 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, 664-683.
Raza and Rehman, Z. (2012), Impact of relationship marketing tatics on relationship quality and customer loyalty: A case study of telecom sector of Pakistan, African Journal of Business Management, 16(14): 5085-5092.
Roberts, K., Varki, S., Brodie, R. (2003), Measuring the quality of relationship in consumer services: an empirical study, European Journal of Marketing, 37 (1/2): 160-196.
Shim, S. I., Forsythe, S., & Kwon, W.S. (2015), Impact of Online Flow on Brand Experience and Loyalty,
Journal of Electronic Commerce Research, VOL 16, NO 1, 2015.
Smith, J. B. (1998), Buyer-Seller Relationships: Similarity, Relationship Management, and Quality,
Psychology & Marketing, 15(1): 3-21.
Tsai, Yi-Ching., Chang, Hui-Chen., and Ho, Kung-Chung. (2015), A Study of the Relationship among Brand Experiences, Self-Concept Congruence, Customer Satisfaction, and Brand Preference, Contemporary Management Research, 11(2), 97-116.
Venetis, KA., and Ghauri, PN. (2004), Service quality and customer retention: building long-term relationships, European Journal of Marketing, 38(11/12): 1577-1598.
Vesel, P. and Zabkar, V. (2010), Comprehension of relationship quality in the retail environment, Managing Service Quality, 20(3): 213-235.
Westhuizen, L.M. (2018). Brand loyalty: exploring self-brand connection and brand experience, Journal of Product & Brand Management, 27/2, 172–184.
Yoo, B.H, Donthu, N and Lee S.H. (2000), An Examination of Selected Marketing Mix Elements and Brand Equity, Journal of the Academy of Marketing Science, 28(2): 195-211.
Athanasopoulou, P. (2008), Antecendents and consequences of relationship quality in athletic services,
Managing Service Quality, 18(5): 479-495.
Boersma, M.; Buckley, P. and Ghauri, P. (2003), Trust in International Joint Venture Relationship, Journal of Business Research, 56 (March): 1031-1042.
Bojei, J. and Alwie, A. (2010), The influence of Relationship Quality on Loyalty in Service Sector, Journal of Economics and Management, 4(1): 81-100.
Callaghan, M.; J. Mcphail and O. H. M. Yau. (1995), Dimensions of a Relationship Marketing Orientation: an Empirical Exposition, Proceedings of the Seventh Biannual Word Marketing Congress, 7(2):10- 65.
Chaudhuri, A. (1999), Does Brand Loyalty Mediate Brand Equity Outcomes?, Journal of Marketing Theory and Practice, 99(Spring): 136-146.
Chen, C. and Myagmarsuren, O. (2011), Brand Equity, relationship quality, relationship value, and customer loyalty: Evidence from the telecommunications services, Total Quality Management, 22(9): 1-18.
Crosby, L. A., Evans, K. R., and Cowless, D. (1990), Relationship quality in services selling: an interpersonal influence perspective, Journal of Marketing, 51: 68-81.
Day, G. S. (1969), A two-dimensional concept of brand loyalty, Journal of Advertising Research, 9(3): 29- 35.
De Canniere, M. H., De Pelsmacker, P. and Geuens, M. (2009), Relationship quality and the theory of planned behavior models of behavioral intentions and purchase behavior, Journal of Business Research, 62 (1): 82- 92.
De Wulf, K., Odekerken-Schroder, G. and Iacobucci, D. (2001), Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration, Journal of Marketing, 65(4): 33-50.
De Wulf, K., Odekerken-Schroder, G. and Patrick Van Kenhove (2003), Investments in Consumer Relationships: A Critical Reassessment and Model Extension, International Review of Retail, Distribution and Consumer Research, 13 (3): 245-261.
Fournier, S., and Yao, Julie L. (1997), Reviving brand loyalty : A reconceptualization within the framework of consumer-brand relationships, International Journal of Research in Marketing, 14: 451- 472.
Hennig-Thurau, T. (2000), Relationship quality and customer retention through strategic communication of customer skills, Journal of Marketing Management, 16(1-30): 55-79.
Henning-Thurau, T. and Klee, A. (1997), The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development, Psychology & Marketing, 14 (8): 737-764.
Huang, M. H and Yu. S. (1999), Are consumers inherently or situationally brand loyal? A set intercorrelation account for conscious brand loyalty and nonconcious inetia, Psychology and Marketing, 16(6).
Iglesias, O., Singh, J. J. and Batista-Foguet, J. M. (2001), The role of brand experience and affective commitment in determining brand loyalty, Journal of Brand Management, 18 (8), 570-582.
Jarvelin, A. and Lehtinen, U. (1996), Relationship quality in Business-Business Service Context, in QUIS 5 Advancing Service Quality, A Global Perspective (Eds.) B. B. Edvardsson, S. W. Johnston and E. E. Scheuing, Warwick Printing Company Ltd., 243-54.
Keating, B., Rugimbana, R. and Quazi, A. (2003), Differentiating between service quality and relationship quality in cyberspace, Managing Service Quality, 13 (3): 217- 32.
Khan I, Rahman Z. (2015), Brand experience anatomy in retailing: An interpretive structural modeling approach, Journal of Retailing and Consumer Services, 24: 60–69.
Lang, B. and Colgate, M. (2003), Relationship quality, on-line banking and the information technology gap,
International Journal of Bank Marketing, 21/1: 29-37.
Lee, Hee Jung., and Kang, Myung Soo. (2012), The effect of Brand experience on Brand relationship quality,
Academy of Marketing Studies Journal, 16 (1), 87-100.
Mellens, M., Dekimpe, M. G. and Steeniump, J-B. E. M. (1996), A review of Brand Loyalty Measures in Marketing, Tijdschrift voor Economic and Management, XLI(4).
Liu, C., Guo, Y. M. and Lee, C. (2011), The effects of relationship quality and switching barriers on customer loyalty, International Journal of Information Management, 31(1): 71-79.
Moliner, A. M., Sa1nchez, J., Rodriguez, M. R. and Callarisa, L. (2007a), Perceived relationship quality and post-purchase perceived value: An intergrative framework, European Journal of Marketing, 41(11/12): 1392- 1422.
Moliner, A. M., Sa1nchez, J., Rodriguez, M. R. and Callarisa, L. (2007b), Relationship quality with a travel agency: the influence of the postpurchase perceived value of a tourism package, Tourism and Hospitality Research, 7 (¾): 194- 211.
Moorman, Christine, Gerald Zaltman and Rohit Deshpene (1992), Relationships between Providers and Users of Market Research: The Dynamic of Trust within and between Organizations, Journal of Marketing Research, 19(Aug): 314-328.
Morgan, R. M and Hunt, S. D. (1994), The Commitment – Trust Theory of Relationship Marketing, Journal of Marketing, 58 (July): 20-38.
Nakhaleh, Haitham M. A. (2012), The Relationship between Customer Relationship Marketing Tactics, Relationship Quality and Customer’s Loyalty in Mobile Communication Industry, Academic Research International, 3(2).
Nguyen, Tho D and Nguyen, Trang T. M. (2011), An Examination of Selected Marketing Mix Elements and Brand Relationship Quality in Transition Economies : Evidence from Vietnam, Journal of Relationship Marketing, 10: 43-56.
Nysveen H, Pedersen PE. (2014), Influences of co-creation on brand experience The role of brand engagement, International Journal of Market Research 56: 807–832.
Oliver, R.L. (1999), Whence consumer loyalty, Journal of Marketing, 63 (special isue): 33-44.
Papista, E. and Dimitriadis, S. (2012), Exploring consumer-brand relationship quality and identification Qualitative evidence from cosmetics brands, Qualitative Market Research: An International Journal, 15(1): 33-56.
Parasuraman, A., Zeihaml, V. A. and Berry, L. L. (1985), A conceptual model of service quality and its implications for future research, Journal of Marketing, 49: 41-51.
Quin, S., Zhao, L., and Yi, X. (2009), Impacts of customer service on relationship quality : an empirical study in China, Managing Service Quality, 19(4): 391-409.
Ramaseshan, B. and 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, 664-683.
Raza and Rehman, Z. (2012), Impact of relationship marketing tatics on relationship quality and customer loyalty: A case study of telecom sector of Pakistan, African Journal of Business Management, 16(14): 5085-5092.
Roberts, K., Varki, S., Brodie, R. (2003), Measuring the quality of relationship in consumer services: an empirical study, European Journal of Marketing, 37 (1/2): 160-196.
Shim, S. I., Forsythe, S., & Kwon, W.S. (2015), Impact of Online Flow on Brand Experience and Loyalty,
Journal of Electronic Commerce Research, VOL 16, NO 1, 2015.
Smith, J. B. (1998), Buyer-Seller Relationships: Similarity, Relationship Management, and Quality,
Psychology & Marketing, 15(1): 3-21.
Tsai, Yi-Ching., Chang, Hui-Chen., and Ho, Kung-Chung. (2015), A Study of the Relationship among Brand Experiences, Self-Concept Congruence, Customer Satisfaction, and Brand Preference, Contemporary Management Research, 11(2), 97-116.
Venetis, KA., and Ghauri, PN. (2004), Service quality and customer retention: building long-term relationships, European Journal of Marketing, 38(11/12): 1577-1598.
Vesel, P. and Zabkar, V. (2010), Comprehension of relationship quality in the retail environment, Managing Service Quality, 20(3): 213-235.
Westhuizen, L.M. (2018). Brand loyalty: exploring self-brand connection and brand experience, Journal of Product & Brand Management, 27/2, 172–184.
Yoo, B.H, Donthu, N and Lee S.H. (2000), An Examination of Selected Marketing Mix Elements and Brand Equity, Journal of the Academy of Marketing Science, 28(2): 195-211.