CC NHN T TC NG

N TRI NGHIM MUA SM GII TR

Ng Th Sa Ly Khoa Kinh t - i hc ng

TM TT Lng trung thnh khch hng l ch n ca cc chin lc ca mt doanh nghip. Mt cch tip cn mi xy dng lng trung thnh ang c cc nh nghin cu v qun l quan tm chnh l tri nghim khch hng. Trong lnh vc bn l ni chung v lnh vc kinh doanh siu th ni ring trong thi gian qua c nhiu thay i. Ngi mua c xu hng n siu th gii tr nhiu hn. V vy, hiu v to lp c tri nghim mua sm gii tr cho khch hng l mt bc tin n lng trung thnh ca h. Nghin cu nhm pht hin cc nhn t nh hng n tri nghim mua sm gii tr v mc tc ng ca mi nhn t. Nghin cu cn kim nh s khc nhau gia tri nghim mua sm vi cc bin nhn khu hc. Nghin cu v tri nghim khch hng, c bit l tri nghim mua sm gii tr l kh mi m, tuy nhin, n ha hn nhiu nghin cu hn trong thi gian ti bi vai tr quan trng ca n trong xy dng lng trung thnh khch hng. ABSTRACT Customers loyalty is the target of company strategy. A new approach used to build loyalty is customers experience, which is interested by managements and researcher. In retail and also businessing supermarket, there are many change in recent time. So, understanding and seting up entertainment experience for customer are the move up to building their loyalty. The research has purpose to discover factors influence to entertainment shopping experience and level of each factor. The research also tests the different between shopping experience and demography variables. Research about customers experience, especially entertainment shopping experience is the new thing. However, it has potentialy to attract more researchs in the next time because its role is important in building customers loyalty.
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1. t vn

Lng trung thnh ca khch hng lun l i tng m cc doanh nghip hng n, bi chi ph li ko mt khch hng mi thng thng gp 9-10 ln chi ph gi chn mt khch hng c. c bit, khi tnh hnh cnh tranh ca th trng ngy cng gay gt v phc tp, tn ti v pht trin, cc nh qun tr phi tm cch xy dng v nng cao lng trung thnh ca khch hng. Thng qua vic tip xc vi thng tin cng nh t c kinh nghim, khch hng pht trin mt hnh nh cng ty trong tm tr ca h. Nhng hnh nh cng ty ny ng vai tr quan trng trong vic thu ht v gi chn khch hng thnh cng v chng nh hng n s hi lng cng nh lng trung thnh ca khch hng v i khi thm ch tc ng n cht lng cm nhn ca mt sn phm. Hnh nh doanh nghip cn l mt knh thng tin i vi khch hng hin ti v tim nng. Nhng hnh nh tt s nh hng n lng trung thnh ca khch hng v truyn ming mt cch tch cc, lm cho khch hng hin ti quay tr li, mua sm nhiu sn phm, dch v, gn b lu di vi cng ty cng nh thng xuyn gii thiu cng ty vi bn b, ngi thn v ng nghip ca h. Feargal Quinn, CEO ca siu th Superquinn, tng ni: Chng ta tn ti trong th gii kinh doanh bn mt tri nghim lm vui lng cc khch hng ca chng ta. Bn mt tri nghim ch khng phi bn nhng sn phm tt nht vi mc gi c hp l nht. Nh vy, trong mt th gii m cc sn phm tng t, cc mc gi tng t v nhng dch v tng t ang tr nn quy chun hn bao gi ht, s khc bit s xut hin trong tm tr khch hng trn c s bn sc nhn hiu, nhn thc v tnh cm v cng ty; tt c s c qun l v cung cp thng qua tri nghim ca khch hng. V chnh nhng tri nghim ca khch hng s to ra s khc bit cho cc cng ty, xy dng lng trung thnh v cui cng dn ti tng trng v li nhun ngy mt cao. S pht trin ca th trng bn l cng nh cc hnh thc kinh doanh em n cho khch hng nhiu la chn khc nhau v a im, cch thc mua hng. Ngoi cc a im truyn thng nh ch, ca hng tp ha, khch hng cn c th mua sm nhng siu th hin i. Bt k s tng tc no trong qu trnh i mua sm ti siu th cng to ra nhng tri nghim khc nhau trong tm tr khch hng, c tch cc ln tiu cc. Tuy nhin, khch hng khng ch n siu th mua sm thng thng m cn th gin, vui chi, gii tr, lt qua tm kim thng tin, gp g bn b, gia nh ngi thn, hay thm ch l trao i vi ngi bn. Do , khch hng c c nhng tri nghim gii tr trong nhng chuyn i mua sm ca mnh. Vi mc ch xy dng cc thnh phn tc ng n tri nghim mua sm gii tr v thang o lng chng, kt qu ca nghin cu ny s trc tip gip cc n v qun l v
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doanh siu th Vit Nam nm bt c cc thnh phn tc ng n tri nghim mua kinh sm gii tr v mi quan h ca chng. T , cc n v ny s c ci nhn ton din hn v tri nghim mua sm gii tr, tp trung tt hn vo vic ci thin dch v v phn phi ngun lc cng nh kch thch nhn vin to ra nhng tri nghim mua sm gii tr tch cc cho khch hng, nhm xy dng lng trung thnh ca khch hng i vi doanh nghip, mt nn tng ca li th cnh tranh.

2. C s l thuyt ca nghin cu
Theo Pine v Gilmore (1998): Customer experience is the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier. It can also be used to mean an individual experience over one transaction; the distinction is usually clear in context. Customer experience- tri nghim khch hng l tng hp ca tt c nhng tri nghim mt khch hng c vi mt nh cung cp hng ho, dch v, trong thi gian mi quan h ca h vi nh cung cp . N cng c th c s dng c ngha l mt kinh nghim c nhn hn mt giao dch; thng phn bit r rng trong ng cnh. Theo Colin Shaw (2002): A Customer Experience is an interaction between an organization and a customer. It is a blend of an organizations physical performance, the senses stimulated and emotions evoked, each intuitively measured against customer expectations across all moments of contact. Mt tri nghim khch hng l mt s tng tc gia mt t chc v mt khch hng. l mt s pha trn ca cc hot ng th cht ca mt t chc, cc gic quan c kch thch v khi dy nhng cm xc, mi s k vng ca khch hng u c o lng lin tc trong sut thi gian tng tc. Khi tng tc vi bt k mt t chc no, khch hng u c tri nghim. N xut hin khi khch hng ang c mt ba n ti mt nh hng, gp bc s hoc mua mt h thng vi tnh. y u l nhng tri nghim khch hng. C nhng khch hng i mua sm vi mc ch thc dng, tp trung vo mua hng ha v mc ch ca chuyn i l p ng c nhu cu thiu ht v nhng hng ha no . Nhng cng c nhng khch hng ch coi vic i mua sm l mt hot ng gii tr. H khng quan tm nhiu n vic mnh c mua c hng ha, sn phm hay khng m ch quan tm n kha cnh th gin, gp g giao lu vi bn b... Trong trng hp ny, h c c nhng tri nghim mua sm gii tr.
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s c im ca tri nghim mua sm gii tr c iu tra trc mt cch ring Mt bit, v d s lt qua tm kim thng tin (browsing), mi trng bn l (retail enviroment), s tng tc x hi v s mc c (bargains). Tuy nhin, phi n Jones (1999), nghin cu v tri nghim mua sm gii tr mi c tin hnh. Trong nghin cu ca mnh, ng xc nh c hai nhm chnh bao gm chn bin n nht c tm thy tiu biu cho tri nghim mua sm gii tr. Hai nhm chnh l cc yu t v nh bn l v cc yu t v khch hng. Nhng yu t thuc v ngi bn l bao gm s lng hng ha, gi, mi trng ca ca hng v ngi bn, trong khi nhng yu t khch hng bao gm tnh x hi, vai tr (trong gia nh...), thi gian, tnh trng tm l v ngun lc ti chnh. Ibrahim (2002) ngh rng khch hng xem ca hng khng ch l ni mua sm m cn l ni cho cc hot ng khc, chng hn nh gii tr, tng tc x hi vi bn b, lt qua tm kim thng tin m khng c nh mua. Gi tr du lch thng c cp n nh l mt nhn t gp phn vo quyt nh n ca hng hay khng, tuy nhin, tc gi cng cp rng gi tr du lch bao gm nhiu nhn t khc, ci m c th quan trng hn cc bin quan st thng thng, v d: a im ca mt ca hng l quan trng v chng em li s thun li cho khch hng t khch hng c th t c nhng tri nghim mua sm th v. Nghin cu ca Ibrahim (2002) cho thy nhng nhn t thuc nhm nhn t bn l tc ng n tri nghim mua sm gii tr, l gi tr tng thm, khng kh, c trng trung tm mua sm, iu kin thun li ph theo; nhm nhn t khch hng gm nh hng thc dng v nh hng gii tr. Do p dng nghin cu ny ti siu th v kt qu ca qu trnh nghin cu s b cng vi nghin cu d liu th cp, cc nhn t c trng trung tm mua sm thnh c trng siu th. iu ny t ra cc gi thit nghin cu: Hi: C mi quan h thun chiu gia nhn t i v tri nghim mua sm gii tr ca khch hng. Vi i=1 : gi tr tng thm, i=2: khng kh, i=3: c trng siu th, i=4: iu kin thun li ph theo. Nhng nhn t vn chuyn/du lch cng tc ng n tri nghim mua sm gii tr ca khch hng Ibrahim (2002). Kt hp vi iu kin c s h tng, giao thng v thi quen mua sm cng nh i li ca ngi Vit Nam, c th l nhng khch hng thuc th trng Nng, gi thit sau c a ra: H5: C mi quan h thun chiu gia nhn t vn chuyn v tri nghim mua sm gii tr ca khch hng. Likewise, Dawson, Bloch v Ridgway (1990) nghin cu vic i mua sm ca mt s ngi tiu dng. Kt qu ca h t mt cuc kho st khch n mt ch hng th cng
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tri ln cho thy ngi tiu dng thin v sn phm hay nhng ng c thuc v kinh ngoi nghim l nhng yu t kch thch, mang n cho h nim vui nht. V vy, ngi tiu dng ngi m mc ch n ch c cc tri nghim v quan cnh, m thanh v cm thy khuy ng v vui hn nhng ngi khng c ng c kinh nghim mnh m. Nh vy, c v l mt tch cc, trng thi cm xc bao gm cc mc cao ca nim vui v kch thch c th l mt phn quan trng ca kinh nghim mua sm. Martineau (1958) v Babin, Darden v Griffin (1994) pht hin rng nhng ngi thng n ca hng c c mc ch hng th (hoc gii tr) v mc ch thc dng. Theo Jarboe v McDaniel (1987) v Boedeker (1995), ng c mua sm hng th da trn cht lng ca bn thn kinh nghim mua sm hn l vic thu thp thng tin hoc vic mua cc sn phm. Cui cng, Bloch, Ridgway v Dawson (1994) thy rng ngi tiu dng xem cc khu bun bn ln l ni khng ch dnh cho mua sm, m cn cho cc hot ng khc, chng hn nh gii tr, x hi ho vi bn b v tm hiu m khng c nh mua. Nhng hot ng trong mt chuyn i mua sm chng minh mt cch r rng kh nng gii tr ca vic mua sm. Nhng lp lun trn t ra gi thit: H6:C mi quan h thun chiu gia nhn t nh hng thc dng v tri nghim mua sm gii tr ca khch hng. H7:C mi quan h thun chiu gia nhn t nh hng hng th v tri nghim mua sm gii tr ca khch hng. Ngoi ra, nghin cu cng c nhng gi thit khc c pht trin da trn mc tiu nghin cu. l: H8: C s khc bit v mc tri nghim mua sm gii tr gia cc khch hng thuc cc tui khc nhau. H9: C s khc bit v mc tri nghim mua sm gii tr gia cc khch hng thuc cc ngh nghip khc nhau. H10: C s khc bit v mc tri nghim mua sm gii tr gia cc khch hng thuc cc gii tnh khc nhau. H11: C s khc bit v mc tri nghim mua sm gii tr gia cc khch hng c cc thu nhp khc nhau. T cc gi thit , m hnh nghin cu c xy dng nh sau:
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Nhn t bn l (Retail Factors) * Gi tr tng thm * Khng kh * c trng siu th * iu kin thun li ph theo

Nhn t vn chuyn

Tri nghim mua sm gii tr (Entertaining shopping experience)

Nhn t khch hng (Customer Factors) * nh hng hng th * nh hng thc dng

3. Phng php nghin cu

Nghin cu ny c thc hin thng qua hai bc chnh: nghin cu s b bng phng vn nhm tp trung v nghin cu chnh thc s dng phng php nghin cu nh lng. Nghin cu s b c thc hin thng qua phng php phng vn nhm tp trung. Phng vn ny c tin hnh bng cch tp hp mt nhm 10 ngi, thi gian tho lun ko di hai ting. Hnh thc nhm khch hng tham gia: khch hng c mi thnh lp nhm tho lun, vai tr ch yu ca h l lm r cc vn ca tho lun. Chnh sa cu hi, loi b hay b sung thm cu hi c thc hin trong sut qu trnh iu tra th. Nghin cu chnh thc c thc hin bng phng php nghin cu nh lng. K thut phng vn khch hng cc siu th chnh ti thnh ph Nng thng qua bng cu hi c s dng thu thp d liu. Mu c chn theo phng php thun tin vi kch thc n = 319. Nghin cu ny nhm kim nh thang o lng l m hnh nghin cu. Thang o c nh gi thng qua hai bc. Bc phn tch nhn t khm ph EFA v phn tch tin cy ca thang o bng h s tin cy Cronbach alpha c thc hin thng qua phn mm x l s liu thng k SPSS 16.0. Sau khi c c cc nhn t, phn tch hi quy c tin hnh kim nh m hnh nghin cu.

4. Kt qu nghin cu 4.1. Phn tch nhn t khm ph v kim nh thang o

Sau khi loi b cc bin khng t yu cu, phn tch tin cy, thc hin phn tch nhn t khm ph cc thang o, ta t c kt qu nh sau: Thang o cc nhn t v bn l c o lng bng 12 bin quan st cho ba nhn t (gm nhn t: khng kh, cnh quan bn trong; gi tr tng thm v c trng siu th). Tng phng sai trch l 57.663% cho bit ba nhn t ny gii thch c 57.663% bin thin ca d liu.
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 Thang o cc nhn t v khch hng c o lng bng 6 bin quan st cho mt nhn t, l nhn t nh hng hng th v nh hng thc dng. Phng sai trch c l 64.304% cho bit thnh phn ny gii thch c 64.304% bin thin ca d liu. Thang o cc nhn t v vn chuyn c o lng bng 3 bin quan st cho mt nhn t, l nhn t vn chuyn. Phng sai trch c l 63.014% cho bit thnh phn ny gii thch c 63.014% bin thin ca d liu. Vi kt qu phn tch EFA, m hnh nghin cu c hiu chnh li ph hp nh sau:
Nhn t vn chuyn

Nhn t bn l (Retail Factors) * Gi tr tng thm * Khng kh, quang cnh bn trong * c trng siu th

Tri nghim mua sm gii tr (Entertaining shopping experience)

Nhn t khch hng (Customer Factors) * nh hng hng th * nh hng thc dng

Gi thit nghin cu: Hj: C mi quan h thun chiu gia nhn t j v tri nghim mua sm gii tr ca khch hng. Vi j = 1: gi tr tng thm; j = 2: khng kh, cnh quan bn trong; j = 3: c trng siu th; j = 4: vn chuyn; j = 5: nh hng thc dng; j = 6; nh hng hng th. Do s thay i t gi thit H1 n H6 nn cc gii thit sau cng c s thay i th t, ni dung vn gi nguyn. C th: H7: C s khc bit v mc tri nghim mua sm gii tr gia cc khch hng thuc cc tui khc nhau. H8: C s khc bit v mc tri nghim mua sm gii tr gia cc khch hng thuc cc ngh nghip khc nhau. H9: C s khc bit v mc tri nghim mua sm gii tr gia cc khch hng thuc cc gii tnh khc nhau. H10: C s khc bit v mc tri nghim mua sm gii tr gia cc khch hng c cc thu nhp khc nhau.

4.2. Kim nh m hnh

Tin hnh phn tch hi quy kim nh m hnh, ta c phng trnh hi quy sau:
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+ 0.152*ADD + 0.164* TRA + 0.153 * SUP + 0.142*ULO + EXP = 0.161*ATM 0.193*HEO + Trong s su nhn t tc ng n tri nghim mua sm gii tr, nhn t nh hng mua sm gii tr c tc ng ln nht (0.193), tip n l nhn t vn chuyn (0.153); nhn t khng kh, quan cnh bn trong v nhn t c trng siu th, nhn t gi tr tng thm ln lt tc ng n tri nghim mua sm gii tr vi mc h s hi quy l 0.161, 0.153 v 0.152; nhn t nh hng thc dng cng c tc ng thun chiu n tri nghim mua sm gii tr nhng mc tc ng thp nht, h s hi quy bng 0.142. iu ny cho thy mc nh hng tng ng ca chng ln tri nghim mua sm gii tr ca khch hng i mua sm ti siu th. Qua hi quy ta thy rng nhn t vn chuyn c tc ng ng k n tri nghim mua sm gii tr ca khch hng. Trong nhm cc nhn t thuc v nh bn l, nhn t khng kh, cnh quan bn trong c tc ng ln nht, k n l nhn t c trng siu th v tc ng t nht l nhn t gi tr tng thm. V m hnh l thuyt, kt qu nghin cu cho thy mi quan h gia nhng nhm nhn t bn l, nhm nhn t khch hng, v nhn t vn chuyn n tri nghim mua sm gii tr. Bng phng php phn tch nhn t v kim nh tin cy thang o Cronbach Alpha, nhm nhn t bn l bao gm nhn t khng kh, quan cnh bn trong, c trng siu th, gi tr tng thm. Nhm nhn t khch hng bao gm nh hng hng th v nh hng thc dng. Sau hiu chnh m hnh nghin cu v kim nh m hnh bng phn tch hi quy, kt lun l tri nghim mua sm gii tr b tc ng bi ba nhm nhn t. Nghin cu ny cho thy rng cc nhn t ca hng bn l v cc nhn t khch hng, vn chuyn tc ng thun chiu n tri nghim mua sm gii tr. (Xc nhn H1 n H6). Kt lun ny ph hp vi nghin cu ca Ibrahim (2002). Cui cng, phn tch ANOVA c tin hnh kim nh s khc nhau gia nhm gii tnh, ngh nghip, thu nhp, tui v tri nghim mua sm gii tr. Nhng ngi c hi vi c im kinh t x hi khc nhau xem xt tm quan trng ca cc yu t nh hng n mt kinh nghim mua sm gii tr cch khc nhau. C th l c s khc bit ng k v mc tri nghim mua sm gii tr gia cc khch hng thuc cc tui, ngh nghip, gii tnh khc nhau (Xc nhn H7, H8, H9) v khng c s khc bit ng k v mc tri nghim mua sm gii tr gia cc khch hng c cc thu nhp khc nhau (Bc b H10).

5. Kt lun, hng nghin cu tip theo 5.1. Gii php cho nh qun tr
i vi cc doanh nghip bn l, nghin cu ny c ngha nh mt bng chng khoa hc m da vo cc nh qun l siu th c th kim tra cc thuc tnh c bn trong c
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ca h c th to ra nhng tri nghim mua sm gii tr cho khch hng mt cch lin s tc v tch cc. T , doanh nghip c th pht trin chin lc tip th cnh tranh nhm thu ht ngi mua sm. to thun li cho mt tri nghim mua sm gii tr cho khch hng cc siu th bt buc phi c chng trnh bn hng khuyn mi, tip th, gim gi, ng thi lun sn c nhiu loi sn phm vi s lng tng i ln. Nhng pht hin cng cho thy tm quan trng ca nhn t vn chuyn trong vic ng gp n mt kinh nghim mua sm gii tr. Do , cc nh qun l siu th nn xem xt n v tr xy dng, cng nh thit k v phi hp vi cc c s giao thng vn ti, to iu kin cn thit cho mt kinh nghim mua sm th v. V d, gim cng thng v sc lc trong mua sm, siu th nn c nm gn cc bi u xe v cc phng tin vn ti khc, hay siu th phi tnh ton xy dng bi xe ph hp vi quy m hot ng ca mnh. Cc tha thun ny s bao gm hp tc vi cc qun l trung tm mua sm, hi ng a phng v cc c quan quy hoch c lin quan. iu ny ku gi hi nhp ln hn trong vic s dng t v qu trnh lp k hoch vn ti. i vi cc nhm khch hng khc nhau, qun l siu th nn tp trung vo nhng yu t quan trng i vi i tng mc tiu ca h. V d, ngi mua sm trong nhm tui khc nhau dng nh c nhng tri nghim khc nhau v s u i ca siu th, c bit l cc c trng ca tnh nng ca cc trung tm mua sm v mi trng ca h. Vi mc ch xy dng cc thnh phn tc ng n tri nghim mua sm gii tr v thang o lng chng, kt qu ca nghin cu ny s trc tip gip cc n v qun l v kinh doanh siu th Vit Nam nm bt c cc thnh phn tc ng n tri nghim mua sm gii tr v mi quan h ca chng. T , cc n v ny s c ci nhn ton din hn v tri nghim mua sm gii tr, tp trung tt hn vo vic ci thin dch v v phn phi ngun lc cng nh kch thch nhn vin to ra nhng tri nghim tch cc cho khch hng, t xy dng lng trung thnh i vi doanh nghip, mt nn tng ca li th cnh tranh.

5.2. Hn ch v hng nghin cu tip theo

Nghin cu ny ch tp trung vo cc yu t nh hng n kinh nghim mua sm gii tr v vy cc nghin cu trong tng lai nn kim tra cc yu t nh hng n kinh nghim mua sm khng gii tr, v nghin cu iu tra tri nghim mua sm gii tr ti cc ca hng bn l hoc cc trung tm thng mi cng nh vic mua sm qua internet

TI LIU THAM KHO

TING VIT [1] Vin nghin cu thng mi, B thng mi (2002), Ngh thut kinh doanh bn l hin i, Nh xut bn Thng k, H Ni, 2002.
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[2]

David J. Luck v Ronald S. Rubin (2005), Nghin cu marketing, Nh xut bn Thng k, H Ni.

TING ANH [3] Glen R. Jarboe, Carl D. McDaniel, (1987), A Profile of Browsers in Regional Shopping Malls, Journal of the Academy of Marketing Science, Volume 15, Number 1 / March, 1987. [4] Piyush Kumar Sinha, (2003), Shopping Orientation in the Evolving Indian Market VIKALPA, volume 28, no2. [5] Rebecka Isaksson, Mirela Suljanovic, (2006) The IKEA Experience A case study on how different factors in the retail environment affect customer experience. [6] Muhammad F. Ibrahim, Ng C. Wee (2002), The Importance of Entertainment in the Shopping Center Experience: Evidence from Singapore, Journal of Real Estate Portfolio Management, Vol. 8, No. 3, 2002. [7] Tjong Budisantoso, Katherine Mizerski (2005), The Influence Of Shopping Motivation, Optimum Stimulation Level And Cognitive Response On Store Patronage Satisfaction: A Case Of Indonesia, ANZMAC, 2005. [8] Bellenger, D. N. and P. Korgaonkar (1980), Profiling the Recreational Shopper, Journal of Retailing, 1980, 52:3, tr.17-32. [9] Cullen, C. (1990), Shopping as Entertainment: Implications for the Shopping Center Manager, Working Paper Series, Stirling University: Institute for Retail Studies,1990. [10] Jones, M. (1990), Entertaining Shopping Experience: An Exploratory Investigation, Journal of Retailing and Consumer Services, 1999, 6, tr.129-39. [11] Michael Guiry, Richard J. Lutz (2000), Recreational Shopper Identity: Implications of Recreational Shopping for Consumer Self-Definition, Working Paper 2000, tr.1-50

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