Tác động của các yếu tố năng lực cảm xúc nhân viên và hoạt động phục hồi dịch vụ đến lòng trung thành của khách hàng mua sắm trực tuyến tại Thành phố Hồ Chí Minh

Hoàng Cửu Long1, Ngô Xuân Yến Ngọc1
1 Trường Đại học Kinh tế TP. Hồ Chí Minh

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Tóm tắt

Với sự phát triển mạnh mẽ của mua sắm trực tuyến thì chính sách và chiến lược chăm sóc khách hàng là ưu tiên hàng đầu trong việc duy trì khách hàng trung thành, đặc biệt khi dịch vụ gặp lỗi. Nhân viên tuyến đầu sẽ là những người tham gia trực tiếp vào quá trình phục hồi này. Khảo sát 319 khách hàng trực tuyến gặp sự cố dịch vụ và trải qua hoạt động phục hồi dịch vụ để thu thập dữ liệu. Mô hình phương trình cấu trúc được sử dụng đo lường các yếu tố, kiểm tra tác động trực tiếp và trung gian giữa các biến bằng SmartPLS 3.0. Kết quả xác nhận rằng, các khía cạnh giải thích có tác động trực tiếp tích cực đến sự hài lòng sau phục hồi. Tất cả các khía cạnh có tác động trung gian đáng kể đến ý định mua lại và truyền miệng thông qua sự hài lòng sau khi phục hồi. Nghiên cứu cũng cho thấy, các yếu tố về năng lực cảm xúc của nhân viên và kỹ năng giao tiếp góp phần gia tăng sự hài lòng và lòng trung thành của khách hàng.

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