Ảnh hưởng của văn hóa doanh nghiệp và chất lượng dịch vụ đến ý định hành vi của người tiêu dùng khi mua sắm tại hệ thống bán lẻ hiện đại: trường hợp siêu thị Go Cần Thơ
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Abstract
A study was conducted surveying 203 customers who had previously shopped at the Go Can Tho supermarket. After conducting descriptive and comparative statistical analyses to evaluate the level of customer evaluation and perception regarding the company's cultural symbols and the elements that constitute service quality, as well as the post-consumption behavior intentions of customers at the supermarket, the evaluation results indicated that the cultural and service quality factors were relatively evaluated. The factor analysis model yielded 10-factor groups, including: merchandise (4 observed variables), employees (5 observed variables), display (3 observed variables), premises (3 observed variables), safety (3 observed variables), loyalty (5 observed variables), extra pay (2 observed variables), customer complaints (2 observed variables), visual represental (6 observed variables), and non-visual represental (8 observed variables). A linear structural equation model (SEM) analysis showed that the company's culture had a positive impact on service quality, the company's culture had an impact on customer behavior intentions, and service quality had an impact on customer behavior intentions.
Tóm tắt
Nghiên cứu được tiến hành khảo sát 203 khách hàng đã từng mua sắm tại siêu thị Go Cần Thơ, sau đó thống kê mô tả và so sánh để nhận xét mức độ đánh giá và nhận thức của khách hàng về các nhận định liên quan về các biểu trưng văn hóa doanh nghiệp, các yếu tố cấu thành chất lượng dịch vụ, ý định hành vi khách hàng sau khi tiêu dùng tại siêu thị. Kết quả phân tích nhân tố khám phá mô hình cho ra 10 nhóm nhân tố bao gồm: hàng hóa (4 biến quan sát), nhân viên (5 biến quan sát), trưng bày (3 biến quan sát), mặt bằng (3 biến quan sát), an toàn (3 biến quan sát), lòng trung thành (5 biến quan sát), trả thêm (2 biến quan sát), phàn nàn khách hàng (2 biến quan sát), biểu trưng trực quan (6 biến quan sát) và biểu trưng phi trực quan (8 biến quan sát). Phân tích cấu trúc tuyến tính SEM cho thấy văn hóa doanh nghiệp có tác động cùng chiều đến chất lượng dịch vụ, văn hóa doanh nghiệp có tác động cùng chiều đến ý định hành vi khách hàng và chất lượng dịch vụ có tác động dương đến ý định hành vi khách hàng.
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