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PHN TCH CC NHN T NH HNG N LNG TRUNG THNH CA KHCH HNG I VI NC GII KHT C GAS PEPSI TI THNH PH CN TH
Hu nh Phng Linh1 v Lu Tin Thun2

ABSTRACT
This research underlined analyses of some factors that affect customers loyalty of carbonated beverages in Can Tho City. The datum of the research were interviewed directly from 171 customers who were in the final consumption of carbonated soft drinks Pepsi products at the center of Can Tho city. The analytical methods conducting in this study were: descriptive statistics for overall assessment of the loyal level of customers, analysis of discovering factors and verifying the coefficient of Cronbach's Alpha in order to establish and test scales. In addition, the method of Structural Equation Modelling (SEM) was used to test the reliability, regardless of value, value convergence, the monad of the scales and concepts in the study. Research results indicated that the perceiving qualities have been an important factor leading to satisfaction and price factor does not affect satisfaction. Conversely, the loyalty has been only affected by two factors: satisfaction and company image, habit factor did not work. Keywords: Loyalty, satisfaction, perceived quality, habit, company image, price Title: Analyse some factors affecting customers loyalty of Pepsi carbonated beverages in Can Tho city

TM TT
Nghin cu ny tp trung phn tch cc nhn t nh hng n lng trung thnh ca khch hng i vi nc gii kht c gas ti Thnh ph Cn Th. S liu ca nghin cu c phng vn trc tip t 171 khch hng tiu dng cui cng ca sn phm nc gii kht c gas Pepsi ti trung tm Thnh ph Cn Th. Cc phng php phn tch c s dng trong nghin cu ny l: thng k m t c nh gi tng qut v mc trung thnh ca khch hng, phng php phn tch nhn t khm ph v kim nh h s Cronbachs Alpha xy dng v kim nh cc thang o. Ngoi ra, phng php m hnh cu trc tuyn tnh (SEM) c s dng kim nh tin cy, gi tr phn bit, gi tr hi t, tnh n nguyn ca cc khi nim v thang o trong nghin cu. Kt qu nghin cu cho thy cht lng cm nhn l yu t quan trng lm nn s tha mn ca khch hng v yu t gi c khng nh hng n s tha mn. Mt khc, lng trung thnh ca khch hng ch chu tc ng dng ca 2 yu t l: s tha mn v hnh nh cng ty, cn yu t thi quen cha tht s tc ng n lng trung thnh ca khch hng. T kha: Lng trung thnh, s tha mn, cht lng cm nhn, hnh nh cng ty, thi quen, gi c

1 GII THIU Vit Nam mt trong nhng th trng nc gii kht khng c cn c nh gi l c tim nng rt ln (vi mt ngi Vit Nam ch ung khong 3 lt nc gii
1 2

Sinh vin Khoa Kinh t-Qun tr kinh doanh, Trng i hc Cn Th, hplinh918@student.ctu.edu.vn Tin s, Khoa Kinh t-Qun tr kinh doanh, Trng i hc Cn Th, ltthuan@ctu.edu.vn

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kht ng chai khng cn trong khi ca ngi Philippines l 50 lt trung bnh mt nm) nn s cnh tranh gia cc doanh nghip trong ngnh ny din ra rt quyt lit. tn ti v ng vng trc s cnh tranh gay gt , cng ty PepsiCo Vit Nam Chi nhnh Cn Th cn nhn ra nhng nhn t nh hng n lng trung thnh ca khch hng v khch hng trung thnh l mt trong nhng yu t quan trng s gip mt cng ty duy tr s thnh cng lu di ca doanh nghip (Andres Kuusik, 2007) trong giai on hin nay. V vy, nghin cu ti: Phn tch mt s nhn t nh hng n lng trung thnh ca khch hng i vi nc gii kht c gas Pepsi ti Thnh ph Cn Th l rt cn thit. Mc tiu ca nghin cu n y l (1) phn tch cc yu t nh hng n lng trung thnh ca khch hng i vi nc gii kht c gas Pepsi; v (2) xut mt s bin php nhm nng cao lng trung thnh ca khch hng i vi nc gii kht c gas Pepsi ti Thnh ph Cn Th. 2 C S L THUYT V M HNH NGHIN CU 2.1 Cc khi nim c lin quan Lng trung thnh c nh ngha nh l s cam kt ca khch h ng s mua li sn phm ho c dch v a thch (Chaudhuri, 1999), s u tin tm mua sn phm ca mt thng hiu no (Yoo v cng s, 2000) trong tng lai. Lng trung thnh c o lng theo ba cch khc nhau: o lng h nh vi thng qua hnh vi mua hng lp li v b qua cc yu t tim n khc (Nodman, 2004); o lng thng qua thi nh: nh mua, ngh i vi nhng ngi khc hoc ni thun li v sn phm hoc dch v (Oliver, 1999); o lng kt hp c hnh vi v thi (Jacoby v Chesnut, 1978). S tha mn c nh ngha l mt phn ng mang tnh cm xc ca khch hng p li mt sn phm hay dch v no sau mt thi gian s dng Bachelet (1995). Hnh nh ca cng ty l hnh nh tng th ca mt cng ty trong suy ngh ca cng chng (Barich v Kotler, 1991) v c h nh thnh thng qua qu trnh tch ly nhng nh gi nhng thng tin v doanh nghip nh: tn cng ty, kin trc, s a dng ca sn phm/dch v v nhng thng tin c c qua vic tip xc vi nhng ngi khc v cc phng tin truyn thng. Thi quen l nhng g mt c nhn thng lm trc tin trong mt s tnh hu ng, hon cnh nht nh (Gefen, 2003), thi quen s dn n vic thc hin tip tc cng mt loi hnh vi. Cht lng cm nhn : l nhng cm nhn ca khch hng i vi cht lng ca sn phm. Mt sn phm c ngi tiu dng nh gi l c cht lng cao th h s th hin nhng cm xc nh: thch th, h mun c s hu sn phm . Do , c s khc nhau gia cht lng tht s ca mt sn phm v cht lng m khch hng cm nhn c. Gi c l ci m ngi tiu dng phi b ra c c m t sn phm (Zeithaml, 1988). Trong nghin cu n y gi c c nh ngha v o lng di gc l gi m ngi tiu dng cm nhn, c ngha l s tin m h b ra c xng ng vi g m h nhn li c khi s dng sn phm.
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2.2 M hnh nghin cu T c s l lu n trnh by bn trn v s tham kho mt s ti nghin cu trc y, m hnh nh gi lng trung thnh ca khch hng i vi nc gii kht c gas Pepsi c xy dng da trn m hnh nghin cu ca nhm tc gi: H Huy Tu, L Nguyn Hu v Trn Cng Ti (2007) xut thng qua ti Tc ng ca gi, cht lng, kin thc n s tha mn ca ngi tiu dng i vi c ti Thnh ph Nha. ng thi, da trn hai m hnh nghin cu ca mt s tc gi l: Beh Yin Yee, T.M. Faziharudean (2010) vi ti Factors Affecting Customer Loyalty of Using Internet Banking in Malaysia v Yong Tae Bang, Jin Qing Du (2010) trong ti Identification of Factors Affecting Chinese Wine Consumers Loyalty a thm hai yu t: thi quen v hnh nh cng ty vo m hnh nghin cu xut trong ti ang thc hin ny. Da vo nhng c s l lun c cp pha trn m hnh nghin cu lng trung thnh ca khch hng i vi nc gii kht c gas Pepsi c xy dng theo hnh di y:
Thi quen (TQ): 4 quan st TQ1: Ti ung nc gii kht c gas Pepsi trong mt thi gian di TQ2: Ung nc gii kht c gas Pepsi l mt hnh ng t ng. TQ3: Khi ung nc gii kht c gas Pepsi ti khng c thc r v n. TQ4: Ung nc gii kht c gas Pepsi l mt hnh ng khng c nh trc.

Gi c (GC): 2 quan st GC1: Nc gii kht c gas Pepsi c gi r GC2: Ung nc gii kht c gas Pepsi th tit kim

S tha mn (TM): 3 quan st TM1: Ti cm thy tha mn khi ung nc gii kht c gas Pepsi TM2: Nc gii kht c gas Pepsi cho ti cm gic hi lng TM3: Ti thch ung nc gii kht c gas Pepsi

Lng trung thnh (TT): 4 quan st TT1: Ti cho l ti l khch hng trung thnh ca nc gii kht c gas Pepsi TT2: Ti s tm mua c nc gii kht c gas Pepsi ch khng mua loi khc TT3: Ti s khng mua nc gii kht c gas kht nu nc gii kht c gas Pepsi c bn ca hng TT4: Nc gii kht c gas Pepsi l s la chn u tin ca ti

Cht lng cm nhn (CL): 5 quan st CL1: Nc gii kht c gas Pepsi rt ngon Cl2: Ung nc gii kht c gas Pepsi c cm gic rt sng khoi CL3: Bao b ca nc gii kht c gas Pepsi rt hp dn CL4: Nc gii kht c gas Pepsi rt tin li khi s dng CL5: Cht lng ca nc gii kht c gas Pepsi l rt cao

Hnh nh cng ty (HA): 5 quan st HA1: Chi nhnh Cng ty Pepsico ti Thnh ph Cn Th c sn phm tt HA2: Chi nhnh Cng ty Pepsico ti Thnh ph Cn Th lun hnh ng c trch nhim vi mi trng. HA3: Chi nhnh Cng ty Pepsico ti Thnh ph Cn Th lun ng gp ngun lc cho cc chng trnh ngh thut v vn ha. HA4: Chi nhnh Cng ty Pepsico ti Thnh ph Cn Th tch cc h tr cc chng trnh y t v cng ng. HA5: Chi nhnh Cng ty Pepsico ti Thnh ph Cn Th lun h tr hc bng cho cc hc sinh, sinh vin vt kh, hc gii

Hnh 1: M hnh nghin cu xut 117

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Trong m hnh nghin cu trn yu t kin thc khng c a vo nh m hnh nghin cu ca nhm tc gi: H Huy Tu, L Nguyn Hu v Trn Cng Ti (2007) do yu t kin thc trong m hnh nghin cu c m t l nhng k nng chun b, ch bin, nu n lin n thy sn. Cn i vi nc gii kht c gas th vic s dng d d ng, nhanh gn, khng cn ph i qua giai on ch bin. V vy khng cn qu nhiu s hiu bit mi c th s dng c nc gii kht c gas. 3 PHNG PHP NGHIN CU S liu s cp trong nghin cu ny c thc hin bng cch s dng bng cu hi phng vn trc tip 200 khch h ng tng s dng nc gii kht c gas Pepsi ti Th nh ph Cn Th vi phng php chn mu thun tin. Kt qu sau khi phn phi bng cu hi ch c 171 bng thu li l ph hp vi vic phn tch d liu bng phn mm SPSS v AMOS. Tt c cc thang o tron g nghin cu u l thang o Likert nm im vi 1: hon ton khng ng v 5: hon ton ng . S dng phng php thng k m t nhn bit mc trung thnh ca khch hng. K tip, dng phng php phn tch EFA v kim nh h s Cronbachs Alpha xy dng v kim nh cc thang o. Sau cng phng php phn tch CFA v m hnh cu trc tuyn tnh (SEM) c s dng kim nh tin cy, gi tr phn bit, gi tr hi t, tnh n nguyn ca cc khi nim trong nghin cu, ng thi nh gi mc nh hng gia khi nim: cht lng cm nhn, hnh nh cng ty, s tha mn v lng trung thnh ca khch h ng. 4 KT QU NGHIN CU 4.1 Thng k m t
Bng 1: Bng cronbach alpha ca khi nim lng trung thnh

Trung bnh Phng sai Bin quan st thang o nu thang o nu loi bin loi bin Lng trung thnh (TT) : alpha = 0,873 TT1 8,8304 7,459 TT2 9,2515 7,342 TT3 9,0585 7,067 TT4 8,842 6,898

H s tng quan bin tng 0,731 0,709 0,737 0,735

Cronbach alpha nu loi bin 0,836 0,844 0,833 0,834

(Ngun : Kt qu x l s liu t 171 bng cu hi c phng vn trc tip bng SPSS)

Kt qu kim nh tinh cy Cronbachs alpha i vi lng trung thnh cho thy: Tt c 4 bin quan st u c h s tng quan bin tng u ln hn mc quy nh 0,3 (h s tng quan bin tng thp nht l bin quan st TT2 0,709) v h s Cronbachs alpha l 0,873 l kh cao nn thang o ny c s dng tt. V vy, c th tin hnh phn tch lng trung thnh Da vo kt qu bng 2 cho thy gi tr tru ng bnh ca lng trung thnh l 2,999 nm trong khong t 2,61 n 3,40. V vy, mc trung th nh ca khch hng i vi nc gii kht c gas Pepsi ch mc trung bnh.
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Bng 2: nh gi mc trung thnh ca khch hng i vi nc gii kht c gas pepsi ti thnh ph cn th

Tiu ch Lng trung thnh (TT) TT1 TT2 TT3 TT4

N 171 171 171 171 171

Gi tr trung bnh 2,999 3,164 2,743 2,936 3,152

lch chun 0,876 0,968 1,014 1,047 1,085

ngha Trung bnh Trung bnh Trung bnh Trung bnh Trung bnh

(Ngun : Kt qu x l s liu t 171 bng cu hi c phng vn trc tip bng SPSS)

4.2 nh gi thang o bng h s tin cy Cranbachs Alpha

Bng 3: Cronbachs alpha ca cc khi nim nghin cu

Phng sa i thang o nu loi bin Cht lng cm nhn (CL): alpha = 0,780 CL1 14,597 6,442 CL2 14,550 6,273 CL3 14,608 6,428 CL4 14,269 6,763 CL5 14,702 6,093 Gi c (GC): alpha = 0,699 GC1 3,035 0,834 GC2 3,211 0,650 Thi quen (TQ): alpha= 0,719 TQ3 3,053 1,144 TQ4 2,784 1,076 S tha mn (TM): alpha = 0,846 TM1 7,035 2,587 TM2 6,965 2,575 TM3 7,029 2,429 Hnh nh cng ty (HA): alpha = 0,850 HA1 13,152 7,530 HA2 13,175 7,216 HA3 13,181 7,173 HA4 13,187 6,788 HA5 13,082 6,840 Bin quan st Trung bnh thang o nu loi bin

H s tng quan bin tng 0,534 0,565 0,544 0,519 0,612 0,541 0,541 0,562 0,562 0,704 0,742 0,698 0,518 0,706 0,648 0,749 0,696

Cronbachs alpha nu loi bin 0,747 0,736 0,743 0,751 0,712 .a .a .a .a 0,795 0,760 0,803 0,857 0,809 0,822 0,795 0,810

(Ngun: Kt qu x l s liu t 171 bng cu hi c phng vn trc tip bng SPSS)

Kt qu cho thy: cc bin quan st thuc cc khi nim cht lng cm nhn, gi c, s tha m n, hnh nh cng ty u c h s tng quan bin tng u ln 0,3 v h s Cronbachs Alpha ca cc khi nim trong m hnh u ln hn 0,6 nn cc thang o dng o lng cc khi nim trn c s dng tt. Ring i vi khi nim thi quen th 2 bin TQ1, TQ2 ln lt b loi b (do c h s tng quan gia bin tng nh nht) c h s Cronbachs alpha theo qui nh l ln hn 0,6. Sau khi loi 2 bin TQ1 v TQ2 th h s Cronbach alpha ca thang o khi nim thi quen l: 0,719 nn thang o thi quen sau khi loi 2 bin TQ1, TQ2 th o lng tt hn.

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4.3 Phn tch nhn t khm ph (EFA) Sau khi phn tch EFA cho thang o cc thnh phn ca s tha m n cho th y c 5 bin quan st ln lt b loi ra khi m h nh gm: bin GC1, GC2, CL3, CL4, CL5.
Bng 4: Kt qu efa ln cui cho cc thnh phn ca s tha mn

Bin quan st

Nhn t 1

CL1 0,718 CL2 0,718 Eigenvalue 1,516 Phng sai trch 51,513 H s KMO = 0,500
Ngun: Kt qu x l s liu t 171 bng cu hi c phng vn trc tip bng SPSS)

Kt qu EFA ln cui cng c h s KMO = 0,500 v Sig = 0,000 nn cc bin quan st c tng quan vi nhau trong tng th v phn tch nhn t khm ph l thch hp. Qua phn tch, ch cn li 2 bin o lng c gom thnh 1 nhm nhn t l cht lng cm nhn. im dng ti gi tr Eigenvalue bng 1,516, v tng phng sai trch (tng bin thin c gii thch) l 51,513% t yu cu.

Phn tch EFA cho thang o cc thnh phn ca lng trung thnh: kt qu l bin quan st HA1 c trng s nhn t l 0,414 (<0,5) nn b loi khi m h nh. Kt qu phn tch ln cui c h s KMO = 0,768 v kim nh Bartlett c ngha thng k (Sig = 0,000 <5%) chng t cc bin quan st c tng quan vi nhau trong tng th. Sau khi phn tch ch cn li 9 bin o lng c gom thnh 3 nhm nhn t. im dng ti gi tr Eigenvalue bng 1,309, tng phng sai trch l 61,586% (cho bit cc nhn t rt trch ra gii thch c 61,586% bin thin ca d liu) v thang o cc thnh ph n lng trung thnh khng c s xo trn bin quan st gia cc thnh phn, do tn gi cc thnh ph n ban u vn c gi nguyn.

Bng 5: Kt qu efa ln cui cho cc thnh phn ca lng trung thnh

Bin quan st

Nhn t 2

HA4 0,882 HA2 0,755 HA5 0,744 HA3 0,716 TM1 0,838 TM2 0,834 TM3 0,741 TQ4 TQ3 Eigenvalue 3,664 1,723 Phng sai trch 36,567 15,038 H s KMO = 0,768
(Ngun: Kt qu x l s liu t 171 bng cu hi c phng vn trc tip bng SPSS)

0,771 0,722 1,309 9,963

Thang o s tha mn v lng trung thnh vn gi nguyn cc bin quan st v cc ch s u t yu cu nn iu kin tin hnh phn tch nhn t khng nh. 4.4 Phn tch nhn t khng nh CFA Xt trn cc ch s o ph hp ca m h nh nh: Chi-square/df = 1,792 (< 2), gi tr RMSEA = 0,068 (<0,08), GFI=0,901, TLI = 0,932, CFI = 0,948 (>0,9) th

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u t tiu chun. Kt qu ny ch ra rng m h nh o lng ph hp tt vi d liu. Cc trng s chun ha ca thang o u cao v ln hn 0,5 v gi tr p-value ca tng cp khi nim nh hn 0,05. Mt khc, cc h s tng quan km vi sai lch chun cho thy chng u khc vi 1. V vy, m hnh nghin cu iu chnh t c gi tr hi t v gi tr phn bit. M hnh khng c tng quan gia cc sai s o lng ca cc nhm nhn t vi nhau nn m hnh t c tnh n nguyn.
Bng 6: Kt qu kim nh tin cy tng hp v phng sai trch

pc p vc

Cht lng cm nhn 0,688 0,528

S tha mn 0,848 0,650

Thi quen 0,754 0,616

Hnh nh cng ty 0,860 0,606

Lng trung thnh 0,873 0,631

(Ngun: Kt qu x l s liu t 171 bng cu hi c phng vn trc tip bng AMOS)

tin cy tng hp (p c) v phng sai trch (pvc) c tnh trn c s trng s nhn t c lng trong m hnh CFA. Da vo bng kt qu trn cho ta thy cc gi tr pc v p vc ca cc thang o u ln hn 0,5 (mc tiu chun) nn cc thang o ny u t yu cu v tin cy tng hp v phng sai trch. 4.5 nh gi s ph hp ca m hnh bng m hnh cu trc tuyn tnh SEM Kt qu c lng ln u tin ca m hnh l thuyt iu chnh c 83 bc t do vi chi bnh phng l 154,398 (p = 0,000). Cc ch tiu khc u t yu cu nh : CFI= 0,942; TLI=0,926 v RMSEA= 0,71. Tuy nhin, yu t Thi quen khng c ngh a thng k tin cy 90% (v c p-value = 0,103 > 0,1) nn cn ph i loi b thnh phn ny. Sau khi loi b nhn t Thi quen ta thy: cp sai s e17 v e18 c c lng M.I l 7,393 (gi tr ln nh t trong cc cp sai s) n n nu cp sai s e17 v e18 c mi tng vi nhau th hip phng sai gia chng s l 0,065 v Chi-bnh ph ng s gim mt lng l 7,393 so vi Chi-bnh phng ca m hnh ban u. Khi GFI v Chi-bnh phng /df cng s c ci thin v m hnh nghin cu s ph hp tt hn vi d liu th trng. Sau khi lo i b nhn t thi quen v ni hai sai s e17 v e18 ta c lng li m hnh th thu c kt qu nh Hnh 2. C th l: Chi-square = 113,829 vi 60 bc t do (p= 0,000). Cc ch tiu nh: GFI= 0,908, CFI= 0,953; TLI=0,939 u ln hn mc yu cu l 0,9 v RMSEA= 0,073 nh hn mc tiu chun l 0,08. Chng t, m hnh hiu chnh c thch ng vi d liu nghin cu hn m hnh trc .

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Hnh 2: Kt qu SEM ca m hnh nghin cu hiu chnh ln 2 - dng chun ha

Bng 7: Gi tr c lng cc mi quan h ca m hnh

TMCL TTHA TTTM TT1TT TT2TT TT3TT TT4TT HA4 HA HA5 HA HA2 HA HA3 HA TM2TM TM3TM TM1TM CL1CL CL2CL

c lng 1,053 0,343 0,680 0,908 0,886 0,930 1,000 0,906 1,000 0,828 0,725 0,912 1,000 0,931 0,825 1,000

S.E. C.R. 0,145 7,249 0,095 3,617 0,101 6,718 0,079 11,501 0,084 10,573 0,086 10,778 0,090 10,118 0,082 10,116 0,092 7,851 0,082 11,162 0,084 11,097 0,114 7,213

p *** *** *** *** *** *** *** *** *** *** *** ***

Kt qu c lng (cha chun ha) ca cc tham s m hnh hiu chnh cho thy gi tr p ca cht lng cm nhn, s tha mn, hnh nh cng ty u nh hn 0,05 nn cc bin ny u thc s nh hng n lng trung thnh ca khch hng i vi nc gii kht c gas Pepsi. V cc trng s cha chun ha u mang du dng nn cht lng cm nhn c nh hng thun chiu n s tha mn v s tha mn v hnh nh cng ty cng c nh hng t l thun n lng trung thnh.

(Ngun: Kt qu x l s liu t 171 bng cu hi c phng vn trc tip bng AMOS)

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Bng 8: Cc trng s hi quy chun ha

TMCL TTHA TTTM TT1TT TT2TT TT3TT TT4TT HA4 HA HA5 HA HA2 HA HA3 HA TM2TM TM3TM TM1TM CL1CL CL2CL

c lng 0,912 0,281 0,580 0,821 0,765 0,777 0,807 0,783 0,833 0,774 0,631 0,807 0,807 0,803 0,624 0,744

Da vo b ng 8 ta thy c cht lng cm nhn tc ng s tha mn vi mt trng s hi quy chun ha bng 0,912 v yu t s tha m n c tc ng mnh nht (trng s hi quy chun ha bng 0,580) v hnh nh cng ty c tc ng mnh th hai vi trng s hi quy chun ha l 0,281 n lng trung thnh. Kt qu SEM cng cho thy: nhn t cht lng cm nhn gii thch c 83,1% s bin thin ca yu t s tha m n v hai nhn t s tha mn v hnh nh cng ty gii thch c 52,8% s bin thin ca lng trung thnh ca khch hng i vi nc gii kht c gas Pepsi ti Thnh ph Cn Th.

(Ngun: Kt qu x l s liu t 171 bng cu hi c phng vn trc tip bng AMOS)

5 K T LUN Nghin cu ny xy d ng c m hnh nh gi mc trung thnh ca khch hng i vi nc gii kht c gas Pepsi ti Thnh ph Cn Th. Kt qu kim nh m hnh l thuyt thng qua nhng ch s nh gi ph hp ca m hnh cho thy: Cht lng cm nhn c tc ng mnh m n s h i lng v ch c hai thnh phn gii thch c ngha cho lng trung thnh l s tha mn v hnh nh cng ty vi trng s ng gp ln lt l 0,580 v 0,281 (s tha m n v hnh nh cng ty c mi quan h t l thun vi lng trung thnh). Xt v mc gii thch ca cc nhn t thnh phn th nhn t cht lng cm nhn gii thch c 83,1% s bin thin ca yu t s tha mn v hai nhn t s tha m n v hnh nh cng ty gii thch c 52,8 % s bin thin ca lng trung thnh ca khch hng i vi nc gii kht c gas Pepsi ti Thnh ph Cn Th. Qua nghin cu thc t cho thy lng trung thnh ca khch hng ti Thnh ph Cn Th i vi nc gii kht c gas Pepsi l cha cao. V vy, cn phi c nh ng bin php nng cao s tha m n thng qua vic to gi tr cm nhn v cht lng v nng cao hnh nh cng ty. TI LIU THAM KHO
Andres Kuusik (2007). Affecting customer loyalty: do different factors have various influences in different loyalty levels?, University of Tartu - Faculty of Economics and Business Administration Working Paper Series with No.58. Bachelet (1995) Measuring Satisfaction, or the Chain, the Tree and the Nest in Brooks. Barich, Kotler (1991). A framework for marketing image management. Sloan Management Review, 32, pp. 94-104. 123

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