TP CH KHOA HC V CNG NGH, I HC NNG - S 3(44).

2011

O LNG GI TR THNG HIU DA VO KHCH HNG:

IU TRA THC T TI TH TRNG T VIT NAM
MEASURING CUSTOMER BASED BRAND EQUITY: EMPIRICAL EVIDENCE
FROM THE AUTOMOBILE MARKET IN VIETNAM
Nguyn Trng Sn

Trn Trung Vinh

i hc Nng

Cng ty Nam Long Hi An

TM TT
Da trn mt mu kho st vi 225 khch hng trn c nc v m hnh gi tr thng
hiu da vo khch hng ca David Aaker (1991), bi vit lung ha c s tc ng ca
cc yu t cu thnh gi tr thng hiu n ton b gi tr da vo khch hng cng nh
lng ha mi quan h v tc ng ln nhau gia cc yu t i vi cc thng hiu t
ti Vit Nam. Kt qu nghin cu gip cho cc hng sn xut v kinh doanh hiu r hn v vai
tr v v tr ca tng yu t to nn gi tr thng hiu tc ng n ton b gi tr thng hiu
da vo khch hng ni chung cng nh i cc thng hiu t ni ring. y l mt trong
nhng cn c quan trng trong vic xy dng v pht trin chin lc v cc chnh sch v
thng hiu ca cc nh sn xut v kinh doanh t ti Vit Nam.
ABSTRACT
This study is aimed to examine the practicality and applications of the Aakers
customer-based brand equity model on the Vietnamese automobile market. In this way, this
research has quantified impacts of dimensions of brand equity on overall brand equity and a
mutual correlation between dimensions as well. The results of the study can help automobile
companies understand more clearly the roles and importance of each dimension influence on
overall brand equity. This is one of the most important basics for the development of their
strategies and policies concerning branding in the current Vietnamese automobile market.

1. t vn
Theo nh gi ca nhiu chuyn gia, mc d th trng t Vit Nam cn nh
b nhng y l mt trong nhng th trng c tc pht trin nhanh nht ng Nam
v chu (Globis). Thc vy, s lng t ng k mi tng ln nhanh chng qua
tng nm, t 40 nghn nm 2006 n 80 nghn 2007, 112 nghn nm 208 v 119 nghn
nm 2009. Theo d bo, th trng t Vit Nam s tng khong 20% trong cc nm
tip theo (TTXVN). th trng ny, hu ht cc thng hiu t hng trn th gii
u c mt t Mercedes, BMW, Lexus cho n Ford, Honda, Isuzu iu cho
thy y l mt th trng nng ng. Trong bi cnh cnh tranh thng hiu l mt
yu t cc k quan trng quyt nh n s thnh bi ca cc nh sn xut v kinh
doanh trong lnh vc ny.
Thng hiu ni chung v gi tr thng hiu da vo khch hng ni ring
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TP CH KHOA HC V CNG NGH, I HC NNG - S 3(44).2011

khng cn qu mi m, tuy nhin cc cng trnh nghin cu v vn ny li cn kh t

Vit nam. c bit, trong th trng t Vit Nam, cc cng trnh nghin cu v gi
tr thng hiu da vo khch hng vn cn l ti b trng hoc cha c cng b.
Do , vic nghin cu gi tr thng hiu da vo khch hng trong th trng t
Vit Nam nhm nh lng r s tc ng ca cc yu t cu thnh gi tr thng hiu
n ton b gi tr thng hiu m cc nh sn xut l ht sc cn thit. Kt qu thu
c ca nghin cu ny l ti liu tham kho c gi tr cao cho cc nh qun tr trong
vic xy dng chin lc, chnh sch v thng hiu i vi cc thng hiu t ang
c mt ti th trng Vit Nam.
2. C s l thuyt ca nghin cu
Trn th gii hin nay, c kh nhiu m hnh nghin cu gi tr thng hiu
da vo khch hng, trong m hnh nghin cu ca Aaker (1991) c s dng ph
bin nht v nghin cu ca nhm tc gi cng s dng li m hnh ny.
Theo Aaker (1991) c bn yu t cu thnh gi tr thng hiu da vo khch
hng c th hin nh trong m hnh 2.1 di y.
Hnh 2. 1: M hnh v cc thnh phn gi tr thng hiu
CHT LNG CM NHN

LIN TNG THNG HIU

GI TR
NHN BIT THNG HIU

TRUNG THNH THNG HIU

Ngun: Aaker (1991)

Gi tr thng hiu. Gi tr thng hiu l mt khi nim a chiu v phc tp,
ngha ca thut ng ny c bn lun di cc gc khc nhau cho nhng mc
ch khc nhau. Hin nay gi tr thng hiu c nghin cu da trn hai gic
chnh: gic ti chnh v gic khch hng. Nghin cu ny cp gi tr thng
hiu di gic khch hng. Theo Aaker (1991), gi tr thng hiu da vo khch
hng c nh ngha nh l mt tp hp cc gi tr gn lin vi tn hoc biu tng
ca thng hiu, nhng gi tr ny s c cng vo sn phm hay dch v nhm gia
tng gi tr i vi nhng ngi lin quan.
Cht lng cm nhn. Cht lng cm nhn (PQ) l yu t cn bn ca gi tr
thng hiu (Farquhar, 1989). y chnh l nhn thc ca khch hng v ton b cht
lng sn phm, l s chnh lch gia tng gi tr khch hng nhn c v nhng gi
tr m h mong i mt sn phm (Zeithaml, 1988). Cm nhn cht lng cao cung
cp cho khch hng mt l do mua thng hiu; cho php thng hiu phn bit
chnh n t i th cnh tranh; l c s vng chc m rng th phn bng cch s
dng chung mt thng hiu cho nhiu loi sn phm. Da vo nh ngha v vai tr
ca cht lng cm nhn, gi thuyt sau y c a ra:
H1: Cht lng cm nhn c nh hng tch cc n gi tr thng hiu.
Nhn bit thng hiu. Nhn bit thng hiu (BAW) l mt thnh phn quan
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TP CH KHOA HC V CNG NGH, I HC NNG - S 3(44).2011

trng ca gi tr thng hiu. N cp n kh nng ca mt khch hng c th nhn

ra hoc nh n thng hiu nh mt yu t cu thnh ca mt sn phm nht nh
(Aaker, 1991). Nhn bit thng hiu gip khch hng tr nn quen thuc vi thng
hiu v gip h quan tm n n ti thi im mua. Ngi mua thng chn mua cc
thng hiu m mnh bit k cng v h cm thy yn tm v an ton hn. Thng
thng th mt thng hiu c nhiu ngi bit n s ng tin cy hn v cht
lng s cao hn. V vy, gi thuyt sau c ngh nh sau:
H2: Nhn bit thng hiu c nh hng tch cc n gi tr thng hiu.
Lin tng thng hiu. Lin tng thng hiu (BAS) l bt c iu g "lin
kt" trong b nh ca khch hng v mt thng hiu (Aaker, 1991). y l nhng lu
tr trc tip hoc gin tip trong b nh ca khch hng v c lin kt vi cc thng
hiu hoc ch s hu thng hiu (Aperia, 2004). Khch hng s lin tng n ngay
mt hay mt vi im c trng ca mt thng hiu no khi thng hiu ny c
nhc n. Lin tng thng hiu to ra gi tr cho cng ty v khch hng ca mnh
bng cch: cung cp thng tin; to ra thi v cm xc tch cc; cung cp l do
mua sn phm; phn bit v nh v thng hiu. Trn c s khi nim v v vai tr ca
lin tng thng hiu, gi thuyt c ngh l:
H3: Lin tng thng hiu c tc ng tch cc n gi tr thng hiu.
Lng trung thnh thng hiu. Lng trung thnh thng hiu (BL) l ct li
ca gi tr thng hiu (Aaker, 1991). Lng trung thnh thng hiu l thc o s gn
b ca khch hng i vi thng hiu. Mt khi s trung thnh thng hiu cao th
khch hng t c kh nng chuyn thng hiu khc ch v gi v khch hng trung
thnh cng mua hng thng xuyn hn (Bowen & Shoemaker, 1998). S tn ti ca
khch hng trung thnh lm gim c hi cho cc i th cnh tranh, lm cho i th
cnh tranh nn ch trong vic tm cch li ko khch hng v chi ph cao m hiu qu
mang li thp. Ngoi ra, khch hng trung thnh mang li cho cng ty mt li ch rt ln
thng qua vic h gii thiu cc sn phm ca cng ty n cc khch hng khc
(Assael, 1995). Da vo tm quan trng ca lng trung thnh thng hiu, gi thuyt
c ngh nh sau:
H4: Lng trung thnh thng hiu c tc ng tch cc n gi tr thng hiu.
3. Phng php nghin cu
- Mu iu tra: Mu iu tra uc chn l 225 khch hng sinh sng khp c
nc. Cc phn t ca mu l cc ch s hu hoc ngi s dng cc phng tin t.
H c nhiu kin thc v kinh nghim i vi cc thng hiu t hin c mt trn th
trng Vit Nam. Mu uc la chn theo phuong php thun tin da trn s gii
thiu ca phn t ny n phn t khc. Ngui uc hi s tr li cho thng hiu ca
t m mnh ang s hu hoc s dng. Kch thc v cu to mu c trnh by
bng 1.

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TP CH KHOA HC V CNG NGH, I HC NNG - S 3(44).2011

Bng 1. M t mu iu tra

Phn b mu
Gii tnh

tui

Nam

<30

30

197

28

95

130

Mi quan h
S hu S dng
101

Khu vc sinh sng

Min
Bc

Min Trung

Min Nam

67

87

71

114

Ngun: Tnh ton ca tc gi da trn mu d liu

- Thang o: Cc thang o c s dng trong ny c tng hp t cc

thang o lng m nhiu tc gi nc ngoi s dng nhiu nc cho cc ngnh
cng nghip khc nhau. Tuy vy, cc thang o ny cng c iu chnh thng qua
nghin cu nh tnh (tho lun nhm) ti Nng nhm tm ra cc thang o ph hp
nht cho th trng t Vit Nam.
- nh gi thang o: Trc tin, cc thang o s c nh gi s b thng
qua hai phng php: h s tin cy Cronbachs Alpha v phng php phn tch yu t
khm ph (EFA). K n, cc thang o tip tc c kim nh bng phng php phn
tch yu t khng nh (CFA).
- Kim nh m hnh l thuyt: Cng vi kim nh phn tch yu t khng
nh CFA, kim nh m hnh c thc hin thng qua phn mm phn tch cu trc
tuyn tnh AMOS 18.
4. Kt qu nghin cu v bn lun
4.1. nh gi s b cc thang o: Cc thang o v cc yu t cu thnh gi tr thng
hiu (PQ, BAW, BAS, BL) v ton b gi tr thng hiu (BE) u c Cronbachs alpha
ln hn 0.6 v cc h s tng quan bin tng ca cc bin quan st cao hn so vi mc
gii hn 0.3. Do , cc bin quan st ca cc thang o ny c gi cho phn tch
EFA.
Bng 2: Kt qu cronbach alpha, tin cy tng hp v tng phng sai trch
ca cc khi nim nghin cu

Cm nhn cht lng ( = .882; CR = .885; AVE = .607)

PQ1: t ca thng hiu X cung cp cc tnh nng rt tt
PQ2: t ca thng hiu X c bn rt cao
PQ3: t ca thng hiu X c an ton rt cao
PQ4: Cc dch v bo hnh, bo tr ca thng hiu X l rt tt
PQ5: Ti hon ton tin tng vo cht lng t ca thng hiu X
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TP CH KHOA HC V CNG NGH, I HC NNG - S 3(44).2011

Nhn bit thng hiu ( = .808; CR = .809; AVE = .515)

BAW: Mt s c tnh ca X n tm tr ti mt cch nhanh chng khi c nhc
BAW2: Ti c th nhn ra nhanh chng t ca X gia cc thng hiu khc
BAW3: X l thng hiu m ti ngh n u tin khi ngh v cc thng hiu t
BAW4: Ti thn thuc vi thng hiu t X
Lin tng thng hiu ( = .889; CR = .889; AVE = .666)
BAS1: Hnh nh thng hiu X rt c o so vi cc thng hiu cnh tranh
BAS2: Thng hiu X l mt thng hiu t cao cp trn th trng
BAS3: Ti tn trng v ngng m nhng ngi s hu X
BAS4: Ti yu mn v tin tng cng ty to ra cc sn phm c thng hiu X
Trung thnh thng hiu ( = .795; CR = .798; AVE = .499)
BL1: Ti s mua t ca thng hiu X min l n cho ti s hi lng
BL2: t mang thng hiu X s l s la chn u tin ca ti
BL3: Ti s ch mua t ca thng hiu X nu n khng c sn
BL4: Ti trung thnh vi t mang thng hiu X.
Gi tr thng hiu ( = .875; CR = .875; AVE = .700)
BE1: Nu thng hiu khc c cc tnh nng ging nh X, ti thch mua X.
BE2: Nu c mt thng hiu khc cng tt nh X, ti thch mua X
BE3: Nu mt thng hiu khc khng khc X bt c t no, th mua X s l mt
quyt nh khn ngoan.
: Cronbach alpha; CR: tin cy tng hp; AVE: Tng phng sai trch
Ngun: Tnh ton ca tc gi da trn kt qu phn tch

Kt qu phn tch EFA cho thy c nm yu t c trch ti eigenvalue l 1.153

(bng 3). Tng phng sai trch = 70.107% (> 50%). H s KMO = .868 (> 0.5); ngh
thng k ca kim nh Bartlett vi Sig = .000 (<0.05). H s truyn ti ca tt c cc
bin u ln hn 0.5. V vy, cc bin quan st ny tha mn cc iu kin v c
dng cho phn tch CFA.

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TP CH KHOA HC V CNG NGH, I HC NNG - S 3(44).2011

Bng 3. Kt qu phn tch nhn t khm ph EFA ca cc thang o

Bin quan st

Yu t
1

PQ1

.545

PQ2

.832

PQ3

.727

PQ4

.843

PQ5

.858

BAW1

.693

BAW2

.740

BAW3

.780

BAW4

.678

BAS1

.846

BAS2

.824

BAS3

.786

BAS4

.804

BL1

.731

BL2

.781

BL3

.697

BL4

.568

BE1

.792

BE2

.833

BE3

.849

Eigenvalue

6.240

2.778

2.295

1.556

1.153

Phng sai trch

31.200

13.888

11.473

7.782

5.764

Ngun: Tnh ton ca tc gi da trn kt qu phn tch

4.2 Kim nh thang o bng phn tch nhn t khng nh CFA

V mc ph hp chung, phn tch cu trc tuyn tnh cho thy m hnh
ny c gi tr thng k chi bnh phng l 171.185 vi 160 bc t do v gi tr p =
.258. Chi bnh phng tng i theo bc t do CMIN/df l 1.070 (< 0.2). Cc ch
tiu khc nh TLI = 0.994 (> 0.9), CFI = 0.995 (> 0.9) v RMSEA = 0.018(< 0.08).
Do , m hnh ny ph hp vi d liu th trng. iu ny cng cho php rt ra
nhn nh v tnh n hng ca cc bin quan st. V gi tr hi t, cc trng s
chun ha ca cc thang o u > 0.5 v c ngha thng k p <0.5, do cc thang
o t c gi tr hi t.
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TP CH KHOA HC V CNG NGH, I HC NNG - S 3(44).2011

Hnh 2. Kt qu phn tch nhn t khng nh CFA

Ngun: Tnh ton ca tc gi da trn kt qu phn tch

tin cy tng hp v trch phng sai ca cc thang o u ln hn hoc bng

0.5 (bng 2), do cc thang o t yu cu.
4.3 Kim nh m hnh nghin cu
Trong m hnh nghin cu c nm khi nim nghin cu, trong c bn khi
nim c lp gm: cht lng cm nhn (PQ), nhn bit thng hiu (BAW), lin tng
thng hiu (BAS) v trung thnh thng hiu (BL). Ngc li, ton b gi tr thng
hiu (BE) l khi nim ph thuc.
Kt qu cho thy m hnh ny c gi tr thng k chi bnh phng l 255.525 vi
166 bc t do (p = .000). Chi bnh phng tng i theo bc t do CMIN/df l 1.539
(< 0.2). Cc ch tiu khc nh TLI = 0.952 (> 0.9), CFI = 0.958 (> 0.9) v RMSEA =
0.049 (< 0.08). Do , m hnh ny t tng thch vi d liu th trng. Tuy vy,
yu t nhn bit thng hiu (BAW) b loi ra khi m hnh do khng c ngha thng
k tin cy 90% v c gi tr P = .312 (>0.1). Cc yu t cn li gm cm nhn cht
lng (ES = .474; P = .000); lin tng thng hiu (ES = .247; P = .000), lng trung
thnh thng hiu (ES = .338; P = .000) u c gi tr P < 0.05 v cc gi tr c lng
chun ha u dng nn chng c nh hng trc tip, tch cc n ton b gi tr).
iu ny ng ngha vi vic chp nhn cc gi thuyt H1, H3, H4 v bc b gi thuyt
H2 (bng 4).
Bng 4: Mi quan h nhn qu gia cc khi nim v kt qu cc gi thuyt nghin cu

Mi quan h

ES

S.E.

Gi tr P

Kt qu

(H1)

.474

.076

.000

Chp nhn

BE <--- BAW (H2)

.068

.079

.312

Khng chp nhn

BE <--- PQ

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TP CH KHOA HC V CNG NGH, I HC NNG - S 3(44).2011

Mi quan h

ES

S.E.

Gi tr P

Kt qu

BE <--- BAS

(H3)

.247

.058

.000

Chp nhn

BE <--- BL

(H4)

.338

.084

.000

Chp nhn

ES: gi tr c lng; SE: sai lch chun

Ngun: Tnh ton ca tc gi da trn kt qu phn tch

5. Kt lun v kin ngh

Kt qu nghin cu cho thy cm nhn cht lng, lin tng thng hiu v
lng trung thnh thng hiu c tc ng trc tip, tch cc n ton b gi tr thng
hiu da vo khch hng. Trong , s tc ng ca cm nhn cht lng v lng trung
thnh thng hiu kh ln. Kt qu ny mt ln na ch ra cho cc nh qun tr thy r
vai tr thit yu v v tr quan trng ca cm nhn cht lng v lng trung thnh
thng hiu trong ton b gi tr thng hiu. Do , cc nh qun l cn tp trung
nhiu ngun lc ca doanh nghip cho vic nng cao cht lng sn phm v to dng
lng trung thnh ca khch hng trong qu trnh xy dng gi tr thng hiu. Trong
mt th trng t c s cnh tranh cao, cha kha thnh cng l to ra mt thng
hiu vi cht lng sn phm cao, hnh nh thng hiu c o. y l nhng l do
khin khch hng mua thng hiu; tip n n lc xy dng lng trung thnh ca h
dnh cho thng hiu i n vic mua sm li.
Kt qu nghin cu ph nhn mi quan h trc tip v tch cc gia nhn bit
thng hiu vi ton b gi tr thng hiu hm rng nu mt thng hiu t n
thun ch l mt thng hiu d nh, d nhn ra th khng phi l mt bo m cho
s thnh cng ca thng hiu trong th trng t Vit Nam. Tuy vy, cn lu
rng gia nhn bit thng hiu vi cm nhn cht lng, lin tng thng hiu v
trung thnh thng hiu c mi quan h trc tip, thun chiu vi ln ln lt l
0.17; 0.21 v 0.14 (hnh 4.1). Do , nhn bit thng hiu cng c th t nhiu tc
ng n ton b gi tr thng hiu thng qua cm nhn cht lng, lin tng thng
hiu v trung thnh thng hiu. Kt qu ny hm cho cc nh qun tr rng gia cc
yu t cu thnh gi tr thng hiu c mi quan h hu c vi nhau. C th mt hay
nhiu yu t d khng tc tc ng trc tip n ton b gi tr thng hiu nhng
n vn c th tc ng gin tip n ton b gi tr thng qua s nh hng ca cc yu
t cn li. V vy, trong qu trnh xy dng gi tr thng hiu trong th trng t Vit
Nam mc d dnh nhiu ngun lc tp trung vo xy dng chnh sch cht lng, lng
trung thnh v lin tng thng hiu nhng khng v th m nh gi thp hoc b s
u t cho yu t nhn thc v thng hiu.
Mc d kt qu nghin cu ny da vo d liu kho st trong th trng t,
tuy vy n c th hu ch trong cc th trng khc c t nhiu lin quan nh xe my, xe
c gii... Kt qu ny gi rng cc th trng khc nhau, nhng yu t khc nhau
ca gi tr thng hiu tc ng n ton b gi tr thng hiu theo nhng cch khc
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TP CH KHOA HC V CNG NGH, I HC NNG - S 3(44).2011

nhau vi nhng mc khc nhau. y l c s cho cc nh qun tr u tin phn b

ngun lc cho tng yu t trong qu trnh thc hin chin lc xy dng thng hiu
trong iu kin ngun lc (ti chnh, thi gian, nhn lc) lun b hn ch.
TI LIU THAM KHO
[1] Aaker, D. A. (1991), Managing Brand Equity: Capitalizing On The Value Of A
Brand Name, Simon & Schuster, New York.
[2] Aperia, T., and Back, R. (2004), Brand Relations Management, Ola Hakansson,
Malmo.
[3] Assael, H. (1995), Consumer Behavior and Marketing Action, 5th Edition,
Thomson, Ohio.
[4] Bowen, J.T., and Shoemaker, S. (1998), Loyalty: A strategic commitment,
Cornell Hotel and Restaurant Administration Quarterly, Vol. 39, No.1, pp.12-25.
[5] Farquhar, P. H. (1989), Managing brand equity, Marketing Research, Vol.1, No.
9, pp. 24-33.
[6] Zeithaml, V.A. (1988), Consumer perceptions of price, quality, and value: a
means-end model and synthesis of evidence, Journal of Marketing, Vol. 52, No. 2
pp. 2-22.
[7] Automotive Market Report: Opportunities in Vietnamese Car Market and
Aftermarket.
Ngy
thu
thp
02/02/2010
t
trang
web:
http://www.prlog.org/10121452-automotive-market-report-opportunities-invietnamese car-market
[8] Th thao v vn ha. Th trng t: Kh, vn lp nh mi. Ngy thu thp
02/02/2010 t trang web: http://thethaovanhoa.vn/355N2010010904379971T355
(BBT nhn bi: 21/02/2011, phn bin xong: 26/05/2011)

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