Số 230 | Tháng 5/2025
Các yếu tố ảnh hưởng đến sự trung thành của khách hàng – Vai trò trung gian sự hài lòng: Trường hợp các thương hiệu cà phê Việt Nam
Trương Đình Thái, Nguyễn Thị Ngọc Nga
Thương hiệu cà phê Việt Nam
sự hài lòng
lòng trung thành
Thành phố Hồ Chí Minh
lý thuyết Trao đổi xã hội.
Tóm tắt:
Nghiên cứu nhằm mục đích xác định các yếu tố có ảnh hưởng đến sự trung thành của khách hàng khi sử dụng những thương hiệu cà phê Việt Nam trên địa bàn Thành phố Hồ Chí Minh, với vai trò trung gian của sự hài lòng. Phương pháp nghiên cứu hỗn hợp được sử dụng, kết hợp giữa phương pháp định tính và định lượng, trong đó, kỹ thuật định lượng đóng vai trò chủ đạo. Dữ liệu khảo sát 322 khách hàng bằng hình thức trực tuyến và trực tiếp. Mô hình cấu trúc tuyến tính bình phương nhỏ nhất từng phần với phần mềm SmartPLS.1.0.0. được sử dụng để kiểm định các giả thuyết nghiên cứu. Kết quả nghiên cứu cho thấy: trải nghiệm khách hàng (CE), chất lượng dịch vụ (SQ) và danh tiếng thương hiệu (BR) có ảnh hưởng trực tiếp đến sự trung thành của người tiêu dùng và có ảnh hưởng gián tiếp đến ý định quay lại sử dụng thông qua sự hài lòng. Niềm tin (TR) có ảnh hưởng trực tiếp đến sự trung thành, nhưng không có ảnh hưởng thông qua sự hài lòng. Kết quả nghiên cứu đề xuất những hàm ý quản trị nhằm nâng cao lòng trung thành (LTT) của khách hàng (CL) đối với các thương hiệu cà phê Việt Nam.
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Factors Affecting Customer Loyalty – The Mediating Role of Satisfaction: The Case of Vietnamese Coffee Brands
Abstract:
The study aims to identify factors affecting customer loyalty when using Vietnamese coffee brands in Ho Chi Minh City, with the role of mediating satisfaction. Mixed research methods were used, combining qualitative and quantitative methods, in which quantitative methods play a leading role. Survey data of 322 customers were collected online and in person. The partial least squares linear structural model with SmartPLS.1.4.0.0 software was used to test the research hypotheses. The research results show that: customer experience, service quality, and brand reputation directly affect customer loyalty, and indirectly affect loyalty through satisfaction. Trust directly affects loyalty, not through satisfaction. The research results suggest managerial implications to improve customer loyalty for Vietnamese coffee brands.