CC NHN T TC NG

N TRI NGHIM MUA SM GII TR

Ng Th Sa Ly
Khoa Kinh t - i hc ng

TM TT
Lng trung thnh khch hng l ch n ca cc chin lc ca mt doanh
nghip. Mt cch tip cn mi xy dng lng trung thnh ang c cc
nh nghin cu v qun l quan tm chnh l tri nghim khch hng.
Trong lnh vc bn l ni chung v lnh vc kinh doanh siu th ni ring
trong thi gian qua c nhiu thay i. Ngi mua c xu hng n siu th
gii tr nhiu hn. V vy, hiu v to lp c tri nghim mua sm gii
tr cho khch hng l mt bc tin n lng trung thnh ca h. Nghin cu
nhm pht hin cc nhn t nh hng n tri nghim mua sm gii tr v
mc tc ng ca mi nhn t. Nghin cu cn kim nh s khc nhau
gia tri nghim mua sm vi cc bin nhn khu hc. Nghin cu v tri
nghim khch hng, c bit l tri nghim mua sm gii tr l kh mi m,
tuy nhin, n ha hn nhiu nghin cu hn trong thi gian ti bi vai tr
quan trng ca n trong xy dng lng trung thnh khch hng.
ABSTRACT
Customers loyalty is the target of company strategy. A new approach used to
build loyalty is customers experience, which is interested by managements
and researcher. In retail and also businessing supermarket, there are many
change in recent time. So, understanding and seting up entertainment
experience for customer are the move up to building their loyalty. The
research has purpose to discover factors influence to entertainment shopping
experience and level of each factor. The research also tests the different
between shopping experience and demography variables. Research about
customers experience, especially entertainment shopping experience is the
new thing. However, it has potentialy to attract more researchs in the next
time because its role is important in building customers loyalty.
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1. t vn

Lng trung thnh ca khch hng lun l i tng m cc doanh nghip hng n,
bi chi ph li ko mt khch hng mi thng thng gp 9-10 ln chi ph gi chn
mt khch hng c. c bit, khi tnh hnh cnh tranh ca th trng ngy cng gay gt
v phc tp, tn ti v pht trin, cc nh qun tr phi tm cch xy dng v nng cao
lng trung thnh ca khch hng.
Thng qua vic tip xc vi thng tin cng nh t c kinh nghim, khch hng
pht trin mt hnh nh cng ty trong tm tr ca h. Nhng hnh nh cng ty ny ng vai
tr quan trng trong vic thu ht v gi chn khch hng thnh cng v chng nh hng
n s hi lng cng nh lng trung thnh ca khch hng v i khi thm ch tc ng n
cht lng cm nhn ca mt sn phm. Hnh nh doanh nghip cn l mt knh thng tin
i vi khch hng hin ti v tim nng. Nhng hnh nh tt s nh hng n lng trung
thnh ca khch hng v truyn ming mt cch tch cc, lm cho khch hng hin ti quay
tr li, mua sm nhiu sn phm, dch v, gn b lu di vi cng ty cng nh thng xuyn
gii thiu cng ty vi bn b, ngi thn v ng nghip ca h.
Feargal Quinn, CEO ca siu th Superquinn, tng ni: Chng ta tn ti trong th
gii kinh doanh bn mt tri nghim lm vui lng cc khch hng ca chng ta. Bn
mt tri nghim ch khng phi bn nhng sn phm tt nht vi mc gi c hp l nht.
Nh vy, trong mt th gii m cc sn phm tng t, cc mc gi tng t v nhng dch
v tng t ang tr nn quy chun hn bao gi ht, s khc bit s xut hin trong tm tr
khch hng trn c s bn sc nhn hiu, nhn thc v tnh cm v cng ty; tt c s c
qun l v cung cp thng qua tri nghim ca khch hng. V chnh nhng tri nghim ca
khch hng s to ra s khc bit cho cc cng ty, xy dng lng trung thnh v cui cng
dn ti tng trng v li nhun ngy mt cao.
S pht trin ca th trng bn l cng nh cc hnh thc kinh doanh em n cho
khch hng nhiu la chn khc nhau v a im, cch thc mua hng. Ngoi cc a im
truyn thng nh ch, ca hng tp ha, khch hng cn c th mua sm nhng siu th
hin i. Bt k s tng tc no trong qu trnh i mua sm ti siu th cng to ra nhng
tri nghim khc nhau trong tm tr khch hng, c tch cc ln tiu cc. Tuy nhin, khch
hng khng ch n siu th mua sm thng thng m cn th gin, vui chi, gii tr,
lt qua tm kim thng tin, gp g bn b, gia nh ngi thn, hay thm ch l trao
i vi ngi bn. Do , khch hng c c nhng tri nghim gii tr trong nhng chuyn
i mua sm ca mnh.
Vi mc ch xy dng cc thnh phn tc ng n tri nghim mua sm gii tr v
thang o lng chng, kt qu ca nghin cu ny s trc tip gip cc n v qun l v
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doanh siu th Vit Nam nm bt c cc thnh phn tc ng n tri nghim mua

kinh
sm gii tr v mi quan h ca chng. T , cc n v ny s c ci nhn ton din hn
v tri nghim mua sm gii tr, tp trung tt hn vo vic ci thin dch v v phn phi
ngun lc cng nh kch thch nhn vin to ra nhng tri nghim mua sm gii tr tch
cc cho khch hng, nhm xy dng lng trung thnh ca khch hng i vi doanh nghip,
mt nn tng ca li th cnh tranh.

2. C s l thuyt ca nghin cu
Theo Pine v Gilmore (1998): Customer experience is the sum of all experiences a
customer has with a supplier of goods or services, over the duration of their relationship
with that supplier. It can also be used to mean an individual experience over one transaction;
the distinction is usually clear in context.
Customer experience- tri nghim khch hng l tng hp ca tt c nhng tri
nghim mt khch hng c vi mt nh cung cp hng ho, dch v, trong thi gian mi
quan h ca h vi nh cung cp . N cng c th c s dng c ngha l mt kinh
nghim c nhn hn mt giao dch; thng phn bit r rng trong ng cnh.
Theo Colin Shaw (2002): A Customer Experience is an interaction between an
organization and a customer. It is a blend of an organizations physical performance,
the senses stimulated and emotions evoked, each intuitively measured against customer
expectations across all moments of contact.
Mt tri nghim khch hng l mt s tng tc gia mt t chc v mt khch hng.
l mt s pha trn ca cc hot ng th cht ca mt t chc, cc gic quan c kch
thch v khi dy nhng cm xc, mi s k vng ca khch hng u c o lng lin tc
trong sut thi gian tng tc.
Khi tng tc vi bt k mt t chc no, khch hng u c tri nghim. N xut hin
khi khch hng ang c mt ba n ti mt nh hng, gp bc s hoc mua mt h thng vi
tnh. y u l nhng tri nghim khch hng.
C nhng khch hng i mua sm vi mc ch thc dng, tp trung vo mua hng
ha v mc ch ca chuyn i l p ng c nhu cu thiu ht v nhng hng ha no
. Nhng cng c nhng khch hng ch coi vic i mua sm l mt hot ng gii tr. H
khng quan tm nhiu n vic mnh c mua c hng ha, sn phm hay khng m ch
quan tm n kha cnh th gin, gp g giao lu vi bn b... Trong trng hp ny, h c
c nhng tri nghim mua sm gii tr.
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s c im ca tri nghim mua sm gii tr c iu tra trc mt cch

ring Mt
bit, v d s lt qua tm kim thng tin (browsing), mi trng bn l (retail
enviroment), s tng tc x hi v s mc c (bargains). Tuy nhin, phi n Jones (1999),
nghin cu v tri nghim mua sm gii tr mi c tin hnh. Trong nghin cu ca mnh,
ng xc nh c hai nhm chnh bao gm chn bin n nht c tm thy tiu biu
cho tri nghim mua sm gii tr. Hai nhm chnh l cc yu t v nh bn l v cc yu
t v khch hng. Nhng yu t thuc v ngi bn l bao gm s lng hng ha, gi, mi
trng ca ca hng v ngi bn, trong khi nhng yu t khch hng bao gm tnh x hi,
vai tr (trong gia nh...), thi gian, tnh trng tm l v ngun lc ti chnh.
Ibrahim (2002) ngh rng khch hng xem ca hng khng ch l ni mua
sm m cn l ni cho cc hot ng khc, chng hn nh gii tr, tng tc x hi vi
bn b, lt qua tm kim thng tin m khng c nh mua. Gi tr du lch thng
c cp n nh l mt nhn t gp phn vo quyt nh n ca hng hay khng,
tuy nhin, tc gi cng cp rng gi tr du lch bao gm nhiu nhn t khc, ci m c
th quan trng hn cc bin quan st thng thng, v d: a im ca mt ca hng l
quan trng v chng em li s thun li cho khch hng t khch hng c th t c
nhng tri nghim mua sm th v. Nghin cu ca Ibrahim (2002) cho thy nhng nhn
t thuc nhm nhn t bn l tc ng n tri nghim mua sm gii tr, l gi tr tng
thm, khng kh, c trng trung tm mua sm, iu kin thun li ph theo; nhm nhn
t khch hng gm nh hng thc dng v nh hng gii tr. Do p dng nghin cu
ny ti siu th v kt qu ca qu trnh nghin cu s b cng vi nghin cu d liu th
cp, cc nhn t c trng trung tm mua sm thnh c trng siu th. iu ny t ra
cc gi thit nghin cu:
Hi: C mi quan h thun chiu gia nhn t i v tri nghim mua sm gii tr ca
khch hng. Vi i=1 : gi tr tng thm, i=2: khng kh, i=3: c trng siu th, i=4: iu
kin thun li ph theo.
Nhng nhn t vn chuyn/du lch cng tc ng n tri nghim mua sm gii tr
ca khch hng Ibrahim (2002). Kt hp vi iu kin c s h tng, giao thng v thi
quen mua sm cng nh i li ca ngi Vit Nam, c th l nhng khch hng thuc th
trng Nng, gi thit sau c a ra:
H5: C mi quan h thun chiu gia nhn t vn chuyn v tri nghim mua sm
gii tr ca khch hng.
Likewise, Dawson, Bloch v Ridgway (1990) nghin cu vic i mua sm ca mt
s ngi tiu dng. Kt qu ca h t mt cuc kho st khch n mt ch hng th cng
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tri ln cho thy ngi tiu dng thin v sn phm hay nhng ng c thuc v kinh
ngoi
nghim l nhng yu t kch thch, mang n cho h nim vui nht. V vy, ngi tiu dng
ngi m mc ch n ch c cc tri nghim v quan cnh, m thanh v cm thy
khuy ng v vui hn nhng ngi khng c ng c kinh nghim mnh m. Nh vy, c
v l mt tch cc, trng thi cm xc bao gm cc mc cao ca nim vui v kch thch
c th l mt phn quan trng ca kinh nghim mua sm.
Martineau (1958) v Babin, Darden v Griffin (1994) pht hin rng nhng ngi
thng n ca hng c c mc ch hng th (hoc gii tr) v mc ch thc dng. Theo
Jarboe v McDaniel (1987) v Boedeker (1995), ng c mua sm hng th da trn cht
lng ca bn thn kinh nghim mua sm hn l vic thu thp thng tin hoc vic mua cc
sn phm. Cui cng, Bloch, Ridgway v Dawson (1994) thy rng ngi tiu dng xem
cc khu bun bn ln l ni khng ch dnh cho mua sm, m cn cho cc hot ng khc,
chng hn nh gii tr, x hi ho vi bn b v tm hiu m khng c nh mua. Nhng
hot ng trong mt chuyn i mua sm chng minh mt cch r rng kh nng gii tr
ca vic mua sm. Nhng lp lun trn t ra gi thit:
H6:C mi quan h thun chiu gia nhn t nh hng thc dng v tri nghim
mua sm gii tr ca khch hng.
H7:C mi quan h thun chiu gia nhn t nh hng hng th v tri nghim
mua sm gii tr ca khch hng.
Ngoi ra, nghin cu cng c nhng gi thit khc c pht trin da trn mc tiu
nghin cu. l:
H8: C s khc bit v mc tri nghim mua sm gii tr gia cc khch hng
thuc cc tui khc nhau.
H9: C s khc bit v mc tri nghim mua sm gii tr gia cc khch hng
thuc cc ngh nghip khc nhau.
H10: C s khc bit v mc tri nghim mua sm gii tr gia cc khch hng
thuc cc gii tnh khc nhau.
H11: C s khc bit v mc tri nghim mua sm gii tr gia cc khch hng c
cc thu nhp khc nhau.
T cc gi thit , m hnh nghin cu c xy dng nh sau:
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Nhn t vn chuyn

Nhn t bn l
(Retail Factors)
* Gi tr tng thm
* Khng kh
* c trng siu th
* iu kin thun li ph theo

Tri nghim mua sm

gii tr
(Entertaining
shopping experience)

Nhn t khch hng

(Customer Factors)
* nh hng hng th
* nh hng thc dng

3. Phng php nghin cu

Nghin cu ny c thc hin thng qua hai bc chnh: nghin cu s b bng phng
vn nhm tp trung v nghin cu chnh thc s dng phng php nghin cu nh lng.
Nghin cu s b c thc hin thng qua phng php phng vn nhm tp trung. Phng
vn ny c tin hnh bng cch tp hp mt nhm 10 ngi, thi gian tho lun ko di hai
ting. Hnh thc nhm khch hng tham gia: khch hng c mi thnh lp nhm tho lun,
vai tr ch yu ca h l lm r cc vn ca tho lun. Chnh sa cu hi, loi b hay b
sung thm cu hi c thc hin trong sut qu trnh iu tra th. Nghin cu chnh thc c
thc hin bng phng php nghin cu nh lng. K thut phng vn khch hng cc siu
th chnh ti thnh ph Nng thng qua bng cu hi c s dng thu thp d liu.
Mu c chn theo phng php thun tin vi kch thc n = 319. Nghin cu ny
nhm kim nh thang o lng l m hnh nghin cu. Thang o c nh gi thng qua
hai bc. Bc phn tch nhn t khm ph EFA v phn tch tin cy ca thang o bng
h s tin cy Cronbach alpha c thc hin thng qua phn mm x l s liu thng k
SPSS 16.0. Sau khi c c cc nhn t, phn tch hi quy c tin hnh kim nh m
hnh nghin cu.

4. Kt qu nghin cu
4.1. Phn tch nhn t khm ph v kim nh thang o
Sau khi loi b cc bin khng t yu cu, phn tch tin cy, thc hin phn tch
nhn t khm ph cc thang o, ta t c kt qu nh sau:
Thang o cc nhn t v bn l c o lng bng 12 bin quan st cho ba nhn
t (gm nhn t: khng kh, cnh quan bn trong; gi tr tng thm v c trng siu th).
Tng phng sai trch l 57.663% cho bit ba nhn t ny gii thch c 57.663% bin
thin ca d liu.
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 Thang o cc nhn t v khch hng c o lng bng 6 bin quan st cho mt

nhn t,
l nhn t nh hng hng th v nh hng thc dng. Phng sai trch
c l 64.304% cho bit thnh phn ny gii thch c 64.304% bin thin ca d liu.
Thang o cc nhn t v vn chuyn c o lng bng 3 bin quan st cho mt
nhn t, l nhn t vn chuyn. Phng sai trch c l 63.014% cho bit thnh phn
ny gii thch c 63.014% bin thin ca d liu.
Vi kt qu phn tch EFA, m hnh nghin cu c hiu chnh li ph hp nh sau:
Nhn t vn chuyn

Nhn t bn l
(Retail Factors)
* Gi tr tng thm
* Khng kh, quang cnh
bn trong
* c trng siu th

Tri nghim mua sm

gii tr
(Entertaining
shopping experience)

Nhn t khch hng

(Customer Factors)
* nh hng hng th
* nh hng thc dng

Gi thit nghin cu:

Hj: C mi quan h thun chiu gia nhn t j v tri nghim mua sm gii tr ca khch
hng. Vi j = 1: gi tr tng thm; j = 2: khng kh, cnh quan bn trong; j = 3: c trng siu th;
j = 4: vn chuyn; j = 5: nh hng thc dng; j = 6; nh hng hng th.
Do s thay i t gi thit H1 n H6 nn cc gii thit sau cng c s thay i th t,
ni dung vn gi nguyn. C th:
H7: C s khc bit v mc tri nghim mua sm gii tr gia cc khch hng
thuc cc tui khc nhau.
H8: C s khc bit v mc tri nghim mua sm gii tr gia cc khch hng thuc
cc ngh nghip khc nhau.
H9: C s khc bit v mc tri nghim mua sm gii tr gia cc khch hng thuc
cc gii tnh khc nhau.
H10: C s khc bit v mc tri nghim mua sm gii tr gia cc khch hng c
cc thu nhp khc nhau.

4.2. Kim nh m hnh

Tin hnh phn tch hi quy kim nh m hnh, ta c phng trnh hi quy sau:
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+ 0.152*ADD + 0.164* TRA + 0.153 * SUP + 0.142*ULO +

EXP = 0.161*ATM
0.193*HEO +
Trong s su nhn t tc ng n tri nghim mua sm gii tr, nhn t nh hng
mua sm gii tr c tc ng ln nht (0.193), tip n l nhn t vn chuyn (0.153); nhn
t khng kh, quan cnh bn trong v nhn t c trng siu th, nhn t gi tr tng thm
ln lt tc ng n tri nghim mua sm gii tr vi mc h s hi quy l 0.161, 0.153 v
0.152; nhn t nh hng thc dng cng c tc ng thun chiu n tri nghim mua sm
gii tr nhng mc tc ng thp nht, h s hi quy bng 0.142. iu ny cho thy mc
nh hng tng ng ca chng ln tri nghim mua sm gii tr ca khch hng i mua
sm ti siu th.
Qua hi quy ta thy rng nhn t vn chuyn c tc ng ng k n tri nghim mua
sm gii tr ca khch hng. Trong nhm cc nhn t thuc v nh bn l, nhn t khng
kh, cnh quan bn trong c tc ng ln nht, k n l nhn t c trng siu th v tc
ng t nht l nhn t gi tr tng thm.
V m hnh l thuyt, kt qu nghin cu cho thy mi quan h gia nhng nhm
nhn t bn l, nhm nhn t khch hng, v nhn t vn chuyn n tri nghim mua sm
gii tr. Bng phng php phn tch nhn t v kim nh tin cy thang o Cronbach
Alpha, nhm nhn t bn l bao gm nhn t khng kh, quan cnh bn trong, c trng
siu th, gi tr tng thm. Nhm nhn t khch hng bao gm nh hng hng th v
nh hng thc dng. Sau hiu chnh m hnh nghin cu v kim nh m hnh bng
phn tch hi quy, kt lun l tri nghim mua sm gii tr b tc ng bi ba nhm nhn t.
Nghin cu ny cho thy rng cc nhn t ca hng bn l v cc nhn t khch hng, vn
chuyn tc ng thun chiu n tri nghim mua sm gii tr. (Xc nhn H1 n H6).
Kt lun ny ph hp vi nghin cu ca Ibrahim (2002).
Cui cng, phn tch ANOVA c tin hnh kim nh s khc nhau gia nhm
gii tnh, ngh nghip, thu nhp, tui v tri nghim mua sm gii tr. Nhng ngi c
hi vi c im kinh t x hi khc nhau xem xt tm quan trng ca cc yu t nh hng
n mt kinh nghim mua sm gii tr cch khc nhau. C th l c s khc bit ng k v
mc tri nghim mua sm gii tr gia cc khch hng thuc cc tui, ngh nghip,
gii tnh khc nhau (Xc nhn H7, H8, H9) v khng c s khc bit ng k v mc tri
nghim mua sm gii tr gia cc khch hng c cc thu nhp khc nhau (Bc b H10).

5. Kt lun, hng nghin cu tip theo

5.1. Gii php cho nh qun tr
i vi cc doanh nghip bn l, nghin cu ny c ngha nh mt bng chng khoa
hc m da vo cc nh qun l siu th c th kim tra cc thuc tnh c bn trong c
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h c th to ra nhng tri nghim mua sm gii tr cho khch hng mt cch lin
stcca
v tch cc. T , doanh nghip c th pht trin chin lc tip th cnh tranh nhm
thu ht ngi mua sm.

to thun li cho mt tri nghim mua sm gii tr cho khch hng cc siu th bt
buc phi c chng trnh bn hng khuyn mi, tip th, gim gi, ng thi lun sn c
nhiu loi sn phm vi s lng tng i ln. Nhng pht hin cng cho thy tm quan
trng ca nhn t vn chuyn trong vic ng gp n mt kinh nghim mua sm gii tr.
Do , cc nh qun l siu th nn xem xt n v tr xy dng, cng nh thit k v phi
hp vi cc c s giao thng vn ti, to iu kin cn thit cho mt kinh nghim mua
sm th v. V d, gim cng thng v sc lc trong mua sm, siu th nn c nm gn
cc bi u xe v cc phng tin vn ti khc, hay siu th phi tnh ton xy dng bi
xe ph hp vi quy m hot ng ca mnh. Cc tha thun ny s bao gm hp tc vi cc
qun l trung tm mua sm, hi ng a phng v cc c quan quy hoch c lin quan.
iu ny ku gi hi nhp ln hn trong vic s dng t v qu trnh lp k hoch vn ti.
i vi cc nhm khch hng khc nhau, qun l siu th nn tp trung vo nhng yu t quan
trng i vi i tng mc tiu ca h. V d, ngi mua sm trong nhm tui khc nhau
dng nh c nhng tri nghim khc nhau v s u i ca siu th, c bit l cc c
trng ca tnh nng ca cc trung tm mua sm v mi trng ca h.
Vi mc ch xy dng cc thnh phn tc ng n tri nghim mua sm gii tr v
thang o lng chng, kt qu ca nghin cu ny s trc tip gip cc n v qun l v
kinh doanh siu th Vit Nam nm bt c cc thnh phn tc ng n tri nghim mua
sm gii tr v mi quan h ca chng. T , cc n v ny s c ci nhn ton din hn v
tri nghim mua sm gii tr, tp trung tt hn vo vic ci thin dch v v phn phi ngun
lc cng nh kch thch nhn vin to ra nhng tri nghim tch cc cho khch hng, t
xy dng lng trung thnh i vi doanh nghip, mt nn tng ca li th cnh tranh.

5.2. Hn ch v hng nghin cu tip theo

Nghin cu ny ch tp trung vo cc yu t nh hng n kinh nghim mua sm gii
tr v vy cc nghin cu trong tng lai nn kim tra cc yu t nh hng n kinh nghim
mua sm khng gii tr, v nghin cu iu tra tri nghim mua sm gii tr ti cc ca hng
bn l hoc cc trung tm thng mi cng nh vic mua sm qua internet

TI LIU THAM KHO

TING VIT
[1] Vin nghin cu thng mi, B thng mi (2002), Ngh thut kinh doanh bn l
hin i, Nh xut bn Thng k, H Ni, 2002.
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[2]

David J. Luck v Ronald S. Rubin (2005), Nghin cu marketing, Nh xut bn

Thng k, H Ni.

TING ANH
[3] Glen R. Jarboe, Carl D. McDaniel, (1987), A Profile of Browsers in Regional
Shopping Malls, Journal of the Academy of Marketing Science, Volume 15, Number
1 / March, 1987.
[4] Piyush Kumar Sinha, (2003), Shopping Orientation in the Evolving Indian Market
VIKALPA, volume 28, no2.
[5] Rebecka Isaksson, Mirela Suljanovic, (2006) The IKEA Experience A case study
on how different factors in the retail environment affect customer experience.
[6] Muhammad F. Ibrahim, Ng C. Wee (2002), The Importance of Entertainment in
the Shopping Center Experience: Evidence from Singapore, Journal of Real Estate
Portfolio Management, Vol. 8, No. 3, 2002.
[7] Tjong Budisantoso, Katherine Mizerski (2005), The Influence Of Shopping
Motivation, Optimum Stimulation Level And Cognitive Response On Store Patronage
Satisfaction: A Case Of Indonesia, ANZMAC, 2005.
[8] Bellenger, D. N. and P. Korgaonkar (1980), Profiling the Recreational Shopper,
Journal of Retailing, 1980, 52:3, tr.17-32.
[9] Cullen, C. (1990), Shopping as Entertainment: Implications for the Shopping
Center Manager, Working Paper Series, Stirling University: Institute for Retail
Studies,1990.
[10] Jones, M. (1990), Entertaining Shopping Experience: An Exploratory Investigation,
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[11] Michael Guiry, Richard J. Lutz (2000), Recreational Shopper Identity: Implications
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