Tác động của tài sản thương hiệu và không gian cửa hàng tới sự hài lòng của khách hàng: Nghiên cứu điển hình tại các doanh nghiệp bán lẻ Việt Nam
và
Abstract
This study was conducted to assess the mechanism through which customer – based brand equity and store atmosphere influence customer absorption, thereby affecting customer satisfaction with Vietnamese retail businesses. Approaching from the S-O-R theory, the theoretical framework and research hypothesis model were established. To test the model and research hypotheses, the PLS-SEM was used. Based on the survey results of 304 customers from Vietnamese retail businesses, the SmartPLS4 software was employed to analyze the data. The research findings highlighted the positive impact of customer- based brand equity and store atmosphere on customers‘ absorption capability, thereby enhancing customer satisfaction with Vietnamese retail businesses. Based on the results, discussions and implications are presented to improve customer satisfaction and increase the absorption of products and services by customers with Vietnamese retail businesses.
Tóm tắt
Nghiên cứu này được thực hiện nhằm xem xét và đánh giá cơ chế ảnh hưởng của tài sản thương hiệu và không gian cửa hàng đến khả năng hấp thụ các khách hàng, từ đó tác động đến sự hài lòng của khách hàng với các doanh nghiệp bán lẻ (DNBL) Việt Nam. Tiếp cận từ lý thuyết S-O-R, cơ sở lý luận và mô hình giả thuyết nghiên cứu đã được thiết lập. Để kiểm định mô hình nghiên cứu, mô hình cấu trúc tuyến tính PLS-SEM được sử dụng. Dựa trên kết quả khảo sát 304 khách hàng của các DNBL Việt Nam, phần mềm SmartPLS4 được sử dụng để phân tích dữ liệu. Kết quả nghiên cứu chỉ ra cơ chế tác động tích cực của tài sản thương hiệu và không gian cửa hàng tới khả năng hấp thụ của khách hàng, từ đó thúc đẩy sự hài lòng của khách hàng với các DNBL Việt Nam. Từ kết quả nghiên cứu được chỉ ra, một số thảo luận và hàm ý được đưa ra nhằm cải thiện sự hài lòng và tăng khả năng hấp thụ sản phẩm dịch vụ của khách hàng với các DNBL Việt Nam.
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