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
i hc Nng

Trn Trung Vinh

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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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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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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Bng 1. M t mu iu tra

Phn b mu Gii tnh Nam 197 N 28 tui <30 95 30 130 Mi quan h S hu S dng 101 114 Min Bc 67 Khu vc sinh sng Min Trung 87 Min Nam 71

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

Bin quan st PQ1 PQ2 PQ3 PQ4 PQ5 BAW1 BAW2 BAW3 BAW4 BAS1 BAS2 BAS3 BAS4 BL1 BL2 BL3 BL4 BE1 BE2 BE3 Eigenvalue Phng sai trch

Yu t 1 .545 .832 .727 .843 .858 .693 .740 .780 .678 .846 .824 .786 .804 .731 .781 .697 .568 .792 .833 .849 6.240 31.200 2.778 13.888 2.295 11.473 1.556 7.782 1.153 5.764 2 3 4 5

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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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 BE <--- PQ (H1)

ES .474 .068

S.E. .076 .079

Gi tr P .000 .312

Kt qu Chp nhn Khng chp nhn

BE <--- BAW (H2)

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Mi quan h BE <--- BAS BE <--- BL (H3) (H4)

ES .247 .338

S.E. .058 .084

Gi tr P .000 .000

Kt qu Chp nhn 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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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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