Ảnh hưởng của giá trị cảm nhận, gắn kết thương hiệu đến sự hài lòng và ý định mua lại của khách hàng: Trường hợp thương hiệu sản phẩm điện thoại di động tại Thành Phố Hồ Chí Minh Impacts of perceived value, brand attachment to satisfaction and repurchase intention of customers: A case of brand mobile phone in Ho Chi Minh City
Main Article Content
Abstract
In the current competitive market, satisfaction and repurchase intention of customers is a critical concerns of enterprises. This research is done to analyze influences of perceived value, brand attachment on satisfaction and repurchase intention of clients in the market of smartphones in HCM city. The research was done with the combination of qualitative method and quantitative method. The primary data with 239 answers was analyzed by the softwar SmartPLS. Research results showed that perceived value and brand attachment have significant impacts on satisfaction and repurchase intention of customers. Thereby, research also proposes some practical solutions to help enterprises increase customers’ satisfaction and promote customers’ repurchase intention through influencing perceived value and creating brand attachment.
Article Details
Keywords
Brand attachment, Brand satisfaction, Repurchase intention, Perceived value
References
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Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing Construct Validity in Organizational Research. Administrative Science Quarterly, 36(3), 421–458. https://doi.org/10.2307/2393203
Brocato, E. D., Baker, J., & Voorhees, C. M. (2015). Creating consumer attachment to retail service firms through sense of place. Journal of the Academy of Marketing Science, 43(2), 200–220. https://doi.org/10.1007/s11747-014-0381-x;
Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences. Lawrence Erlbaum Associates, Publishers.
Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193–218. https://doi.org/10.1016/S0022-4359(00)00028-2;
Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. The Journal of Marketing, 56, 55-68. doi: 10.1177 / 002224299205600304;
Drucker, P. F. (1954). The Practice of Management. Harper & Row. ttps://doi.org/10.1108/03090560310495456;
Hwang, E., Baloglu, S., & Tanford, S. (2019). Building loyalty through reward programs: The influence of perceptions of fairness and brand attachment. International Journal of Hospitality Management, 76, 19–28. https://doi.org/https://doi.org/10.1016/j.ijhm.2018.03.009;
Hwang, J., & Lee, K. W. (2018). The antecedents and consequences of golf tournament spectators’ memorable brand experiences. Journal of Destination Marketing & Management, 9, 1–11. https://doi.org/https://doi.org/10.1016/j.jdmm.2017.09.001;
Fournier, S. M. (1994). A Consumer-Brand Relationship Framework for Strategic Brand Management. [Doctoral Dissertation, University of Florida]
Krosnick, J. A., & Petty, R. E. (1995). Attitude Strength: Antecedents and Consequences. Lawrence Erlbaum, Mahwah
Lacoeuilhe, J. (2000a). L'attachement à la Marque: Proposition d'une Echelle de Mesure. Recherche et Applications en Marketing, 15(4), 61-77
Lê Đức Anh, Dương Thị Ngọc Liên (2013). Giá trị cảm nhận, sự thỏa mãn và lòng trung thành của khách hàng - Một nghiên cứu trong ngành hàng tiêu dùng nhanh (FMCG). Tạp chí khoa học Đại học mở TPHCM, 8(3), 65-75.
Lin, C. C., Wu, H. Y., & Chang, Y. F. (2011). The critical factors impact on online customer satisfaction. Procedia Computer Science, 3, 276-281.
Kokemuller, N. (2019). What Is Customer Perceived Value? Truy cập từ: https://smallbusiness.chron.com/customer-perceived-value-23692.html. Ngày 10/9/2021
Jamrozy, U. (2007). Marketing of tourism: a paradigm shift toward sustainability. Tourism and Hospitality Research, 1(2), 117-130.. https://doi.org/10.1108/17506180710751669
Japutra, A., Ekinci, Y., & Simkin, L. (2014). Exploring brand attachment, its determinants and outcomes. Journal of Strategic Marketing, 22(7), 616–630. https://doi.org/10.1080/0965254X.2014.914062;
Park, C. W., Macinnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers. Journal of Marketing, 74(6), 1–17. https://doi.org/10.1509/jmkg.74.6.1;
Peyrot, M., & Van Doren, D. (1994). Effect of a class action suit on consumer repurchase intentions. Journal of Consumer Affairs, 28(2), 361-379.
Rintamäki, T., & Kirves, K. (2017). From perceptions to propositions: Profiling customer value across retail contexts. Journal of Retailing and Consumer Services, 37, 159–167. https://doi.org/https://doi.org/10.1016/j.jretconser.2016.07.016;
Rintamäki, T., Kuusela, H., & Mitronen, L. (2007). Identifying competitive customer value propositions in retailing. Managing Service Quality: An International Journal, 17(6), 621–634. https://doi.org/10.1108/09604520710834975;
Sweeney, J. C., Soutar, G. N., & Johnson, L. W. (1999). The role of perceived risk in the quality-value relationship: A study in a retail environment. Journal of retailing, 75(1), 77-105.
TaghiPourian, M. J., Bakhsh, M. M. (2015). Loyalty: From single-stage loyalty to four-stage loyalty. International Journal of New Technology and Research, 1(6), 48–51.
Thomson, M., Macinnis, D., & Park, C. (2005). The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands. Journal of Consumer Psychology, 15(1), 77–91. https://doi.org/10.1207/s15327663jcp1501_10.
Williams, A., & Soutar, G. (2009). Value, satisfaction and behavioral intentions in an adventure tourism context. Annals of Tourism Research, 36, 413–438. https://doi.org/10.1016/j.annals.2009.02.002.
Woodruff, R. B. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139. https://doi.org/10.1007/BF0289435.
Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & marketing, 21(10), 799-822.
Yrjölä, M., Rintamäki, T., Saarijärvi, H., Joensuu, J., & Kulkarni, G. (2019). A customer value perspective to service experiences in restaurants. Journal of Retailing and Consumer Services, 51, 91–101. https://doi.org/https://doi.org/10.1016/j.jretconser.2019.05.030.
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.2307/1251446.
Apota. (2021). Báo cáo ứng dụng di động 2021. https://www.slideshare.net/appota/bo-co-ng-dng-di-ng-2021?fbclid=IwAR1WJvll0Nd4MaLePqxNd9OzKmap6I6hI0jf3E5KsgEYXPfWtAIGLeyBDIs.Ngày 20/8/2021
Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing Construct Validity in Organizational Research. Administrative Science Quarterly, 36(3), 421–458. https://doi.org/10.2307/2393203
Brocato, E. D., Baker, J., & Voorhees, C. M. (2015). Creating consumer attachment to retail service firms through sense of place. Journal of the Academy of Marketing Science, 43(2), 200–220. https://doi.org/10.1007/s11747-014-0381-x;
Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences. Lawrence Erlbaum Associates, Publishers.
Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193–218. https://doi.org/10.1016/S0022-4359(00)00028-2;
Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. The Journal of Marketing, 56, 55-68. doi: 10.1177 / 002224299205600304;
Drucker, P. F. (1954). The Practice of Management. Harper & Row. ttps://doi.org/10.1108/03090560310495456;
Hwang, E., Baloglu, S., & Tanford, S. (2019). Building loyalty through reward programs: The influence of perceptions of fairness and brand attachment. International Journal of Hospitality Management, 76, 19–28. https://doi.org/https://doi.org/10.1016/j.ijhm.2018.03.009;
Hwang, J., & Lee, K. W. (2018). The antecedents and consequences of golf tournament spectators’ memorable brand experiences. Journal of Destination Marketing & Management, 9, 1–11. https://doi.org/https://doi.org/10.1016/j.jdmm.2017.09.001;
Fournier, S. M. (1994). A Consumer-Brand Relationship Framework for Strategic Brand Management. [Doctoral Dissertation, University of Florida]
Krosnick, J. A., & Petty, R. E. (1995). Attitude Strength: Antecedents and Consequences. Lawrence Erlbaum, Mahwah
Lacoeuilhe, J. (2000a). L'attachement à la Marque: Proposition d'une Echelle de Mesure. Recherche et Applications en Marketing, 15(4), 61-77
Lê Đức Anh, Dương Thị Ngọc Liên (2013). Giá trị cảm nhận, sự thỏa mãn và lòng trung thành của khách hàng - Một nghiên cứu trong ngành hàng tiêu dùng nhanh (FMCG). Tạp chí khoa học Đại học mở TPHCM, 8(3), 65-75.
Lin, C. C., Wu, H. Y., & Chang, Y. F. (2011). The critical factors impact on online customer satisfaction. Procedia Computer Science, 3, 276-281.
Kokemuller, N. (2019). What Is Customer Perceived Value? Truy cập từ: https://smallbusiness.chron.com/customer-perceived-value-23692.html. Ngày 10/9/2021
Jamrozy, U. (2007). Marketing of tourism: a paradigm shift toward sustainability. Tourism and Hospitality Research, 1(2), 117-130.. https://doi.org/10.1108/17506180710751669
Japutra, A., Ekinci, Y., & Simkin, L. (2014). Exploring brand attachment, its determinants and outcomes. Journal of Strategic Marketing, 22(7), 616–630. https://doi.org/10.1080/0965254X.2014.914062;
Park, C. W., Macinnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers. Journal of Marketing, 74(6), 1–17. https://doi.org/10.1509/jmkg.74.6.1;
Peyrot, M., & Van Doren, D. (1994). Effect of a class action suit on consumer repurchase intentions. Journal of Consumer Affairs, 28(2), 361-379.
Rintamäki, T., & Kirves, K. (2017). From perceptions to propositions: Profiling customer value across retail contexts. Journal of Retailing and Consumer Services, 37, 159–167. https://doi.org/https://doi.org/10.1016/j.jretconser.2016.07.016;
Rintamäki, T., Kuusela, H., & Mitronen, L. (2007). Identifying competitive customer value propositions in retailing. Managing Service Quality: An International Journal, 17(6), 621–634. https://doi.org/10.1108/09604520710834975;
Sweeney, J. C., Soutar, G. N., & Johnson, L. W. (1999). The role of perceived risk in the quality-value relationship: A study in a retail environment. Journal of retailing, 75(1), 77-105.
TaghiPourian, M. J., Bakhsh, M. M. (2015). Loyalty: From single-stage loyalty to four-stage loyalty. International Journal of New Technology and Research, 1(6), 48–51.
Thomson, M., Macinnis, D., & Park, C. (2005). The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands. Journal of Consumer Psychology, 15(1), 77–91. https://doi.org/10.1207/s15327663jcp1501_10.
Williams, A., & Soutar, G. (2009). Value, satisfaction and behavioral intentions in an adventure tourism context. Annals of Tourism Research, 36, 413–438. https://doi.org/10.1016/j.annals.2009.02.002.
Woodruff, R. B. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139. https://doi.org/10.1007/BF0289435.
Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & marketing, 21(10), 799-822.
Yrjölä, M., Rintamäki, T., Saarijärvi, H., Joensuu, J., & Kulkarni, G. (2019). A customer value perspective to service experiences in restaurants. Journal of Retailing and Consumer Services, 51, 91–101. https://doi.org/https://doi.org/10.1016/j.jretconser.2019.05.030.
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.2307/1251446.