Eviniversity | Tap chi Khoa hoc Trudng Dai hoc Tién Giang 56 04/2016 GHIEN CU’U CAC THANH PHAN GIA TRI THU'ONG HIEU CHUOI NHA HANG KFC TAI * THANH PHO HO CHi MINH STUDY ON THE ELEMENTS OF THE KFC CHAIN BRAND. EQUITY IN HO CHI MINH CITY HA NAM KHANH GIAO" PHAM TH] THANH HUYEN™ 16M TAT a Nghién cizu nay higu chink mé hink dink lang cdc think phdn gid tr] thong hiéw ctia chudi enka hing KFC tai Thank phd Hé Chi Minh (TPHCM). Nghién eita dye thye hién bing. phiong. hip phéng én trvc tidp 276 Khéch hing qua bing edu hei, van ding phueong phép kid trad tin _ cfy Cronbach's alpha, phn tek nkén 16 kiém phd (EFA); vd mé hinh hi quy 66% théng qua phdn | ném phn lich de leu SPSS 20,0, Két qua nghién cin cho thdy gir thucmehigu ev chudi nh hing KFC tai TPHCM bao gdm bén thank phan, sdp xép theo thie te dé quan trong gidm dén: “ahd bide hcg hig’, “lng trung think theomg higu", “okie buomg cdi nin”, “ink dank huang hu", Ted, nghién ctu dé xudt cc Khuydn nght én ec nha qui tr theong higu eta chubi nha hang KFC nim néng cao gid tri thuomg higu cia minh, Tit khéa: chat luong cam nh, gid tr theomg hig chudi KFC, hink inh thicong higu, ting strung thanh thuaomg higu, nhvin bids thang higu. ABSTRACT This research adjusts a quantitative model to examine components of brand equity of the KFC || restaurant chain in Ho Chi Mink City. 276 customers were interviewed directly by questionnaires. The Cronbach's Alpha reliability test, the Exploratory Factor Analys (EFA) and the multiple | results showed that there are four main components of brand equity of the KFC restaurant chain in Ho Chi Mink city, arranged by the descending importance including “brand awareness”, “brand byaly’, “perceived quality” and “brand image". Thence, some recommendations for brand (Keywords: brand awareness, brand equity of KFC chain, brand image, brand loyalty, and perceived quality 1, Khoa Pio to Sau Bai hge- Tring Bai He Ti chink Marketing ‘Trung tim Cong vien - Cay xanh Dong H6y, tinh Quéng Binh -59-No.04/2016 1. GIOL THIEU Gié tj thuong higu 1a m6t trong nig khai niém quan trong nat trong Khoa hoc marketing va 1A mt trong nhiing tai sin v6 hinh c6 gid trj nhdt cha hdu hét cc doanh nghiép (Mohammad, 2013, tr. 395). Gia tri thuong higu Ia tign fch va gid tri cng thém cho mot s pham va dich vu theo tén thong hiéu cia minh (Keller, 2003; Park va Srinivasan, 2002; Yoo et al., 2000). Gid tri throng hiéu cao cé thé dan dit khach hang vao mt sy déng hanh cing thong higu tich cue hay manh mé, dem lei thém nhiéu loi nhufin cho doanh nghiép, cing nhu lam khéc biét san phim dé dem lai loi thé canh tranh (Yoo et al, 2000; Aaker, 1991; Keller, 2003). Cae chudi nha hang dich vu nhanh (Quick Service Restaurant- QSR) ki mét trong nhiéu logi nha hing quan tim dén vige xy dmg throng higu manh, nhung dat durge mye tiéu 46 khéng phai la dé ding. Céc sin phdm va dich va cia QSR vén da khéng phan bigt va cdc kénh phan phéi khéng dic biét, khéch hing thong quan tim dén gid va gid tri thuong higu khi so sénh mot thuong ‘v6i déi thit canh tranh cia né (Kim va Kim, 2005). KFC 1a cum tir viét tit cba Kentucky Fried Chicken, mOt trong cde thuong higu thude t&p doan YUM Brands INC (Hoa Ky). KFC chuyén vé cac sin pham ga rin va mung, véi eée mén Xn kém theo va céc loai sandwiches ché bién tir thit ga tuoi, Day 1a chudi nha hang 1én ___Sournat of Science, Tien Giang University thit hai trén thé gidi (theo doanh sé bin hang) voi hon 20,000 nha hang tai 129 quéc gia va ving Janh thé trén todn thé giGi (theo Euromonitor. KFC gia nhip vao thi trudng Viet Nam tir nim 19 voi nha hang déu tién duge dat ti TPHCM. Bing nhimg chién luge hiéy qua vé san pham, gid c va hé théng phan phdi cho dén nay, KFC 1a thuong higu Ién nhdt va ¢6 thj phan 60% nganh thite an nhanh (theo Euromonitor), nam 2015, KFC da phat trién 12 nha hang, cO mit tai 18 tinh/thanh phd lon trén cA muée, riéng tai TPHCM IA $7 nha hang phan bé 21 quén huyén. Tuy nhién, canh tranh trong ng’nh nay cing kha kde ligt véi nhting thurong hiéu ndi tiéng nh Lotteria, Jolibee, Burger King... va gan day 1 swe gia nhap thi trong cia déi thi sé mét. thé gidi MeDonald’s. KFC cing phi nang cao gia tri throng hiéu, dap img chét luong dich vy cho ngudi tiéu ding. Nghién citu nay nhim céc myc tiéu: (1) Xéc dinh va dinh gid mitc d6 ti dGng ciia cdc thanh phan tao nén gid tri thuong higu chudi nha hang KFC tai TPHCM, (2) So sinh sy khdc nhau trong dénh gid gia trj thuong higu theo cdc nhém d6i tuong: gidi tinh, dd tudi thu nhép, trinh 49, nghé nghigp, (3) B xudt m6t sé Khuyén nghi cho doanh nghiép nh’m nang cao gid tri thuong higu cia chudi nha hang KFC tai TPHCM. Két qua nghién ctru cing gitip cho cfc céng ty quing céo va nghién ctu thi tudng n&m bat dugc nhiing thanh phan quan trong cia gid -60-© tri thuong higu d6i voi Tinh vy nha hang cling nhwr do long ching. 2, CO sO LY THUYET VA PHUONG PHAP NGHTEN CUU Marketing Hoa KY, thong higu la mot cai tén, biéu trong, ky hieu, hay mt su phéi hgp cita cdc yéu t6 tr nhim muc dich 4€ nbn dang sin p! hay dich vu cia mét nha sin x F phan biét véi céc thuong higu ca déi | thi canh tranh (Nguyén Dinh Tho va | Nguyén Thi Mai Trang, 2008, tr. 8). Véi quan diém truyén thong nay, thuong higu duge hiéu nhw 18 mét thanh phan ctia sin phim, va chic ning chinh ota thuong higu la ding dé phan biét sin phim ctia minh véi sin phdm canh ‘ranh cing logi; (2) Quan diém téng hgp vé _ thong hiéu cho rang thuong higu khong chi 18 mOt ci tén hay mot biéu tong ma né phitc tap hon nhiéu. Thuong higu la mét thuéc tinh cung c4p cho khich hing muc tiéu cée gid ti mA ho ddi hoi, theo quan diém nay, sin phim chi la Wt thinh phan cia thuong hiéu, chit "u cung cdp loi ich chit ning cho hich hing (Nguyén Dinh Tho va © Nguyén Thi Mai Trang, 2008, tr. 8). Quan diém (2) ngay cing duge nhiéu g. nhd nghién ctu va thyc tién chép nhén (Aaker, 1996). LY do la khach hang e6 | hai nbu okt (1) ahu cdu vé chit nang va (2) nhu cau vé tim ly. San phdm chi Tap chi Khoa hoe Trudng Dai hoc Tién Giang ai 5604/2016 cung cap cho khach hang loi ich chtre ning, va thuong hi¢u méi cung cdp cho khéch hing ca hai (Nguyén Dinh Tho va ‘Nguyén Thj Mai Trang, 2008, tr. 8). Khai nigm “gid ti thuong higu” chi méi xuét hién vio diu nhing nam 1980, nhung di nhanh chéng nan duge st quan tim cia nhiéu nha nghién city ciing nhu cae doanh nhan trén thé gidi (Yew va Lee, 2011, tr. 34). Lassar et al (1995) chia thinh hai nhom quan diém va cach dinh gid vé gid tri thong hiéu chinh: (1) quan diém dau tu hay tai chinh (Farquhar et al, 1991; Simon va Sullivan 1993; Haigh, 1999) va (2) quan diém khach hing (Aaker, 1991; You va Donthu, 2001; Vazquezet et al, 2002; Keller, 1993; De Chematony ct al, 2004; Pappu va ctg, 2005; Christodoulides et al, 2006) (tich din tir Yew va Lee, 2011, tr. 34). Bai nghién ctu nay theo quan diém dya tén khdch hang, Theo Aaker (1991, 1996), céc thinh phn cia gid tr throng higu bao, gdm (1) léng trang , (2) nhan biét thong higu, (3) chat lung cam nhan, (4) lién tuéng thuong higu va céc tii sin thuong higu khée nhw bing sing ché, niin higu hang héa, méi quan hé véi kénh phan ph6i. Keller (1993) nhin nhn gid tr] thuong higu dyra vio khéch hang tir géc d6 tam ly nhan thie ngudi tiéu ding va dinh nghfa né chinh la higu img khéc biét cia kién thie thuong higu dya trén phan ing cia khéch hang déi véi hoat d6ng tiép thi thuong higu d6. Kién thire eta khach hang bao gdm hai thinh phan chinh,No.04/2016 Gs (1) aban biét thuong higu va (2) 4n tuong vé thyong higu. M6 hinh gid-tr) thuong higu cia Keller (1998) cho thay site manh cia throng higu nim & nhiing gi khéch hang biét, cim gid hin thay va nghe thay vé thong hiéu, a két qua cla qué trinh trai nghiém thoi gian, Lassar et al (1995) da dé ng nlm thinh phin eva gié te thyong higu: (1) chét luong cm nhén, ( tri cm nhén, (3) én tugng thuong hiéu, (4) Tong tin vé thyong higu cia khich hing va (5) cém tuéng khé thuong hiéu. Nghién ci cia Kim va Kim (2005) vé gid tj thuong higu cia chudi ni hang trong nganh QSR da dé nghi gid tr) thuong higu duge do hong bing 4 thanh phin: nhén biét thuong higu, chat long cém nbn, su trung thinh thuong higu va hinh nh thuong hiéu. V6i nghién cm nay, Kim vi Kim (2005) da diéu chin Jai m6 hinh nghién ctu cia Aaker dé = Journal of Science, Tien Giang Universi cho ra md hinh nghién citu vé gig yp thong higu cho nhting sin phim yy — hinh nhu nha hang, kh4ch san, by vign,... Trong mé hinh may, yéu t6 hin anh thong higu doc sir dung thay ihé cho lién tudng thuong hiéu h Cée m6 hinh ca cée the gid ten th gidi mht Aaker (1991, 1996), Keller (1993, 1998), Lassar et al (1995) va gz ty thuong higu bao gdm qué nhieu thin phan va c6 nhiéu thinh phan nguai tigy ding Vigt Nam chua nhin dang duge, n cdc thudc tinh ding anh cing thuong higu trong mé cha Aaker (1991, 1996), thanh phin én tugmg thuong higu etia Keller (1998). 1 6, nhém the gid 48 xudt ké thita me hinh do luéng gid tj thong higu chuéi nha hang KFC tai TPHCM (Hinh 1) dva trén m6 hinh nghién ctu iia Kim vi Kim (2004), 14 mé hinh di duge diéu chinh tir m6 hink cia Aaker (1991). hin biét thuonghigu | Chat luong eém nhin inh nh thuong higu Hong tung hinn thuong és inh 1. Mé hinh 8 xudt vé cdc thanh phén gia tr thong higu chudi nha hang KFC (Neuén: Ay Mite 6 nhén biét cita ngudi tiéu ding v8 mét thong higu cd anh huéng 62: iat tke nghién cia Ip thuyét cata cfc tic § truce tiép dang ké lén gid tri thieong. KFEniversity 4 Fy: Chat leong mot ducong hiéu ma nguoi tiéu diing cm nhén dusge cb anh F hudng tec tiép ding ké lén gid tri thuong higu KFC. Hs: Hinh dink dizomg higu trong tong f ng tiéu ding cb anh hurting true tigp ding ké lén gid tr} thuong higu KFC. Hg: Long rung thénh cia ngudi tiéu ding d6i véi mét theong hibu cd anh © hneing true tiép déng ké lén gid tri thuong hiéu dich vu KFC. Ngoai ra, nghién cia on dung khéi niém thang do gid higu ting quét trong thj trong hing tiéu ding nhanh cia Yoo va Donthu (1997) 8 phat trién thang do gid tri thong hiéu © tong nginh nha hing dich vy nhanh, Khfi nigm nay bao trim ¥ nghia tuyét i cia vige chi chon mét throng higu dich vy wa thich trong su so sfnh véi cde thurong hig canh tranh khéc, biéu hién sur quyét tam cla khdch hing trong viée chon thuong higu wa thich thong qua qua trinh nhan biét, trai nghiém vé chét lugng, hin anh quan trong luu gitt trong tm ti khéch hing va dy dinh mua tong lai cia ho. 2.2. Plucong phip nghién cttw Tap chi Khoa hoc Treéng Dai hoe Tién Giang S6.04/2016 Phuong phap nghién ctu phéi hop dinh tinh va dinh luong: nghién cw dinh tinh bing ky thuét thao luan nhém tap trung tai TPHCM, két qua la co sé cho vide thiét ké bang cau hdi. Nghién ctr dinh Ingng qua hai bude: (1) Nghign ctru sor b6 duge thuc hién bing ky thuat phéng van tye tiép 75 ngudi tigu ding thng qua bang cfu héi chi tiét, két qua ding dé sang loc céc bién quan sat do long cdc khéi niém thank phan cla gid tri thong higu, (2) Neghién ciru chinh thére cing ding ky thugt phéng van truc tiép nhting ngudi tidti dling tir 16 tudi tre Ién da va dang sit dung dich va va san phim tai céc nha hang KFC & TPHCM trong ving 6 thang gan nhét, phuong phdp chon mau thuan tign, dit ligu thu thap tir hign trudng duge ma héa va phan tich hé s6 tin cay Cronbach’s Alpha, EFA, phép thong ké hdi quy tuyén tinh duge str dung 4 dink gia thuyét nghien citu. Tong sé phiéu phat ra la 300, s6 phiéu thu hdi duge 285, sau kh lm sch di ligu, s6 quan’ sét dura vio str dung 18 276. 3. KET QUA NGHIEN CUU 3.1. M6 té mau Bang 1. Théng ké m6 ti mau Nhém Sé lwong Phan trim (%) _GIOTTINE Nan 116 42,0 Nit 160 38.0 DO TUOL Zs | [ Duci 18 tudi 6 aeNo.04/2016 Tw 18 dén 30 tudi ‘Tir30 dén 45 tudi Trén 45 mdi ir Dudi PTTH Journal of Science, Tien Giang Iniversity Phd théng trung hoc Trung ef Dai hoc cao ding Sau dai hoc NGBE NGHIEP Hoge sinlySinh vién | 87 31,5 126 45,7 Cong nhin 29 | Kinh doanh e4 thé | 19 Nehé nghiép khée 15 a THU NHAP Dudi 2 trigu ding 36 13,0 TH2 5 trigu déng 114 41,3 [ Tis dén § tigu dong 74 | eae Tren 8 tru 52 18,8 | AN SU'DUNG 3.2, Diinh gid thang do Dé dénh gia tinh nt quan n§i tai ctia céc khai nigém nghién ettu, phuong phap hg s6 tin c€y Cronbach’s Alpha va phuong phdp phan tich nhan t6 EFA duoc the hién. Két qua Cronbach’s R 4 (Ngudn: téng hop tir kid sét cia céc téc gid) Alpha ctia thang do bén thinh phin rigng bigt cla gid tri thuong hiéu va gié tri thuong hiéu tong thé durge thé bién trong bing 2. Cac quan sat 06 hé 8 tuomg quan bién — tng > 0,3 va dat tiéu chuin chon thang do khi hé sé Cronbach’s Alpha tir 0,6 tré lén, Nhw 64Griversity Tap chi Khoa hoc Trurémg Dai hoc Tién Giang ‘Top chi Khoa hoe Trutng Pai hoe Ten One 56 04/2016 vay, tat ch ofc bién do lung cAe Khéi trong phan tich BFA Ké tgp. sm nghién citu déu duge sir dung Bang 2. Tém tit két qua kiém dinh Cronbach's Alpha 7 sach’s| HE toon ‘Thanh phan ieee — * | quan bién-tong # thfip nhat INhan biét thong hiéu (AW) 6 0,818 0,422 [chat tong e&m nbn (PQ) 9 0,870 0511 Hinh anh thuong hiéu (IM) 6 0,789. 0,416 [Long trung thinh thuong higu (LY) a] 0,877 0,526 Két qua phan tich EFA lan 1 cho ép loai bién IM_6 "Nha hang KFC 6 iu khong Khj vui vé va thoai mai". Két qu phiin tich BPA lin 2 (Bang 3) cho thdy: He sé KMO = 0,902 voi mite ¥ nghia 0,000 trong kiém dinh Bartlett's test. hur vay, cde bién théa min diéu ign trong phiin tich nbn t6. Bén nhén (Nguén: téng hgp tit tink todn cia cdc téc gid) té trich duge du c6 hé 6 tai nhan t6 > 0,5, diéu nay chimg 13 cdc bién va nhan +6 06 quan hé chat ché v6i nhau, dim bao mic ¥ nghia thiét thye cla EPA. ‘Téng phuong sai trich la 54, 496% > 50%. Chi s6 Figen ota 4 nan t6 déu lin hon I nén 4 nhan t6 nay déu duge gitt let trong m6 hinh phan tich. Bing 3. Két qua h@ ob thi nhin t6 Han 2 : He s6 thi nhin 6 cia cite thinh phin Bién quan sit i 1 2 3 4 PQ_8: Nha hang KEC 6 thyre dom hap dn 0,750 PQ_3: Nhan vién nba hing KFC khée phuc sai — s6t mot cich nhanh chéng va khéo 1éo 2 | PQ_4: Nhan vién nha hang KFC ¢6 ‘kién thite vé 0708 thye don 3 PQ: Nhan vién nha hing KFC phue wu thite an | 9 go nihanh chéng : PQ_9: Nha hang KFC cé céch th 96 tri khong, 0659 sian thug tign va hop ly ‘i PQ_2: Nhan vin nha hing KFC phye vu cfc nee ménin di duge yeu clu mot cach chinhxée |” 65No.04/20. __Journal of Science, Tien Giang Univi PQ_6:Nhiin vign nha hing KFC an mie dep, r sach s8, gon ging wee PQ_S: Nhén vign nha hing KFC duge dao tao 0590 | 18t, © kin nghiém i PQ_7: Nha hang KFC cé khu vye an ubng va vé 0573 sinh sach sé _ LY_1: Toi thuong xuyén ghé dén nha hing KFC 0,813 | LY_4: Toi thay hai long m&i khi ghé dén nha 0,809 hang KFC aa LY_S: Toi muén giéi thigu nh hing KFC cho _ | nhiing ngudi khéc ws : Toi dy dinh ghé @én ahahingKFCian | 2 Téi dy dinh ghé dén nha hing KFC lan 0702 LY_6: Toi sé khéng chuyén sang mat nha hang 0,669 khdc trong mét thai gian t6i ‘ LY_3: Nha hang KFC 1a la chon dau tién cia 0,601 | t0i khi so sinh véi cic nha hang khéc AW_4: Cée dac diém ciia nha hing KFC 6 thé én voi t6i m6t cach nhanh chéng AW_6: Mét céch tong quat, khi nhc dén KFC t6i 06 thé dé dang hinh dung ra nd AW_5: Toi cé thé nhs va nbn biét logo cia _ KFC mot cdch nhanb chéng steal AW_2: Toi ed thé nhan biét duge thuong hiéu KEC gifta ed thurong higu canh tranh khéc. 0,791 | 0,786 tena 0,695 AW _3:T6i c6 thé d8 dang phan biét duge KFC v6i Ge thuong higu canh tranh khiéie AW_1: T6i biét thuong higu KFC 0,527 IM _3: Mite gi cia nha hing KFC tuong ximg 0,626 vvGi chat long pe IM_4: Dich vy ota nha hing KFC Iuén nhanh [gen chong IM_2: Nhan vién cita nha hang KFC luén niém | 0639 né va thin thién_ sacred IM_S: Nha hing KFC dit 6 vj ti thuén Igi 0,541 -66-op chi Khoa hoc Tredng Dai hoc Tién Giang 56 04/2016 jong dic va nhOn nhip 1: Nha hang KFC 6 khu vue &n uéng Iuén 0,534 [’Chi s6 Eigenvalue 8,616 | 2,461| 1,936] 1,399 Phuong sai trich 33,140 | 9,465| 7,448] 5,382 4 tr Iy tién cia phuong sai trich 33,140 | 42,605 | 50,053 55,435 Cronbach's Alpha 0,870 | 0,877| 0,818| 0,789 Bang 4. Phan tich nhén t6 cho an tng hep tk tink todn ctia ode téc gid) ; thang do gid tri thyong higu nhan t6 EFA véi 26 bién quan sét, Cac gta chudi nha hang KFC vin git 4 nhan t6 trich dirgc déu dat d6 tin cy va thinh phan nguyén géc sau khi phin tich gia tr bign “gid trj thuong higu ting thé” ee | H@s6 tai | Gidtri | Phuong | Cronbach's eaiaiaie nhint6 | Eigen | saitrich | Alpha Gi tri thheong higu téng thé 2,120| 70,650% 0,791 OBE_1: That cé y nghia Khi sir dung dich vu tai nha hing KFC thay vi thyong higu khéc, mic di cc nba hang déu nhw nau. 0878 OBE_1: Di eée nha hang khéc o6 cing dic diém nhw nha hing KFC, t6i van chon sit dung dich vu nha hang KFC. 0,829 | OBE 1; Di cde mh hing Khao Ging tét nhw nha hing KFC, tdi thich sit dung dich vu etia nha hang KFC hon. 0,813, Phan tich BFA thang do gid tri thuong higu téng thé trich duoc 1 nhan 8 tai gid tri Bigen la 2,120 > 1. Kiém dinh KMO va Barlett’s c6 gid tri 0,688 va Sig = 0,000 (nh6 hon 0,05). Cac bign co hé sO t4i nan t6 I6n hon 0,5 nén cdc bién quan sét déu quan trong trong thanh phan gid tj thuong higu (Ngudn: téng hop te tink todn cita cic tac gid) téng thé ctta nha hang KFC, phyong sai trich e6 gid tri 1A 70,650% > 50%, 3.3. Kiém dinh mé hink nghién citu Két qua phan tich hé sé fwong quan Pearson trong bang 5 cho thy tit cd cdc n@ s6 tuong quan gitra eéc bién dao déng tir 0,334 dén 0,584, nghia’la khong vuot “oT04/2016 Journal of Science, Tien Giang University qué hé sé diéu kién 0,85. Diéu nay cho cdc thang do trong nghién citu nay da do thay gié tri phan biét di dat duye, tite Iuémg céc khdi niém khéc nhau, Bang 5. Két qua phan tich hé sé tuong quan Pearson IM LY i ‘Hg sé tong quan Pearson 1} 0,366"| 0,419" 0334" Sig | 0,000} 0,000} 0,000 : "Hg's8 taomg quan Pearson 0,366" 1} 0578") 0,528"*| lee Sig, 0,000 0,000} 0,000. 0,419""| 0,578" 1) 0,536" Sig 0,000| 0,000 0,000 a H@ s6 tuong quan Pearson 0,528""| 0,536" 1 | Sig. 0,000} 0,000] 0,000 H6 s6 tuong quan Pearson 0,575""| 0,580] 0,549"°| 0,584 1 OBE | Sig, 0,000} 0,000} 0,000] _,000 | Ghi elvis *Tuong quan 06 ¥ nghia thing ké 6 mite 0,01, n= 276 (Nguén: téng hop tie tink todn eta cfc téc Bang cho thay tat cd gid tri dung sai 1,260 dén 1,785 cho théy déu én hon 0,56, céc gid ui VIF ti trong da cong tuyén. chong 6 hign Bang 6. Két qua phan tich hdi quy Tuong | sf uae HG s6 khong oat | Théng keds | chuin héa. Beare [eect cng tuyén Model | is T | Sig Pass B |Saisé | Beta Dung | vir | | sai i [ (Constant) | -0,387) 0,227) -1,703| 0,090 | Aw 0380] 0,049] 0,346] 7,685] 0,000 h [PQ o27i| 0,059|” 0,238] 4,563] 0,000] IM 0,140] 0,064[ _0,116| 2,170] 0,031 LY 0,292| 0,053] 0.280] 5,563 0,000] a, Bién phu thuéc: OBE (Neuén: tdng hop tietnk tod ea ce the gi) | -68-(University 56 04/2016 R higu chinh He sb F Thay di hé s6 Sig cita F Durbin - Waltson (Ngudn: téng hop te tin todn eta otc téc gid) Bang 6 va Bang 7 trinh bay két qua bao cla mé hinh hai quy tuyén tinh boi. M6 hinh c6 ¥ nghia théng ké 6 mite Sig < 0,05. Gia ti F = dén gid tr thuong higu voi B = 0,280. “Chit Iuong cém nbén” o6 tée dong manh thit ba dén gid tr) throng higu véi B = 0,238. “Hinh anh thong higu” 6 téc ding yéu nbét dén gid tr throng higu véi B=0,116. 'y dO tuong 3.4. Phin tich ste khie bigt theo ede ybu ich cla m6 hinh 1a $5,8% hay ni céch 1 nhdn kh he pike Kioing 55,8% sw bién thign cia Phuong phip phan tich t-test doe pict ia thude gid tr thuong higu tng 5 dung dé kiém dinh sur khée bigt pitta fe (OBE) duve git thich boi 4 bién déc trang binh cita ede bién nhin kha chi c6 niin biét thuong higu (AW), chét jaa (bién gigi tinh), phuong phép Ren cee PQ), hinh nb thuome an ich phuong sai mét chiéu (one- figu (IM) va Jong trung thant thong Way ANOVA) duge sit dung cho cée Fae ee dee 96 bot chun nga. Sey “i tay 6 tit 3 nhém tro len 0,116 dén 9,346 v6i Sig < 0,05. He s6 (bao gém ede bién 46 tdi, thu nbsp, prbin Watson = 1,822 < 2 colt ah ghd php), hong c6 hién twong tw quan cia cae i F han clr trong m6 hinh di quy. Kiem dinh ttest cho thdy, Sig Ee ‘ar Gis i 2.893 > 0.05, ta sé xem Sig cia kiém ee Hiab BOL UYECT es ia g hang “phuong sai dang ahdt”, sig = 0,078 > 0,05, ttre khong cé su khéc biét gitta nam va nie vé gid tr] tung blnh trong vigc danh gid gia tr (huong higu chudi nha hang KFC Két qua phan tich ANOVA 46 tudi cho thdy kiém dinh Levene vé phuong sai dong nhdt c6 ¥ nghta (Sig = 0,000 < 0,05) nghfa li €6 su Khée bigt vé phuong 692 OBE = 0,346AW + 0,280 LY + 1238PQ + 0,1161MNo.04/2016 sai cia cic nhém. Nhu vay, ta dung duge phan tich ANOVA, nén ta s& sir dyng kiém dinh Kruskal Wallis (theo Hoang Trong va Chu Nguyén.Méng Ngoo, 2005). Két qua phan ti Wallis theo 46 tuéi cho thd phuong la 3,788 véi Sig = 0,285 > 0,05, titc khong cé sur khéc biét gitta cée nhém tudi vé gid tri trang binh trong su danh gia gia tr thuong hiéu KFC. Tuong ty, két qua phfn tich Kruskal Wallis theo thu nap cho thay Chi binh phuong 14 2,033 véi mite y nghia 0,566 > 0,005, tite Kh6ng c6 sur khdc biét gitia cac nhém thu nhap trong viéc danh gid gia tri thuong higu chuéi nha hang KFC tai TPHCM. Va, két qui phan tich Kruskal Wallis theo trinh d6 cho thay Chi binh phuong 1a 7,432 véi mite ¥ nghia 0,115 > 0,05, tire khéng sy khac biét gitta cée nhém trinh dO trong vige danh gid gid tj thong higu chuéi nha hang KEC, Két qua phan tich ANOVA nghé nghiép cho thay Sig cia théng ké Levene = 0,117 > 0,05 nén phurong sai dng nhit, théa min diéu kign phan tich ANOVA. Gid tri Sig = 0,594 > 0,05, tite 18 khéng c6 sur khéc biét gitta c4c nhém nghé nghiép trong viée danh gid gia tri thurong hiéu chudi nba hing KEC tai thi trudng TPHCM, 4, KET LUAN VA HAM Y QUAN TRI 41. Két ludin Neghién ciu di dura ra duge m6 hinh nghién cfu vé gié tr throng higu cia -10- Journal of Science, Tien Giang University nha hang dich vu nhanh véi béi canh la chudi nha hang KFC tai TPHCM diya trén mé hinh nghién ctu cda Kim va Kim (2005), cdc thang do hong bén think phn cia gid ti thong hién di duge xay dung trén co sé 1y thuyét va duge phat trién phd hop véi béi canh cia chudi nha hang KFC tai TPHCM | eu dat dO tin ey, qua vige sit dung kiém dinh hé s6 tin cay Cronbach's | Alpha va phan tich nhan t8 khém pha | EFA. Phuong trinh hdi quy tuyén tinh boi duge sir dung dé kiém dinh bin gid thuyét nghién cir vé gid tr] throng higu chudi nha hang KFC tai TPHCM bao gdm bén thinh p! theo thir ty 43 quan trong 18: “nbfn biét thuong higu”, “long trang thanh thuong hiéu”, “chat long cém nha “hinh anh thuong higu”. Két qua kiém dinh t-test va phan tich ANOVA cho thay khéng sy khac biét vé danh gid |” gia tri thuong higu gitta céc nhém bién =) nhau khau hoe. 4.2. Hitm quin } Vé nh@in biét thirong higu Tigp tuc xAy dung cdc chuong tit nhan manh dén logo va hinh anh cla hang. Tai céc cita hang, logo cin di trinh bay 6 noi ma khéch hing ¢€ ilcanh tranh nhw Lotteria va Jolibee cing ~ fp dung nhimg ting mau gan trong ty. piém khéc biét gitp ngudi tiéu ding dé phan biét duoc 14 logo KFC va biéu twong dai ta Sanders- Gng gia rau tring. Vi vay, cic chong trinh quang ba thong higu cn khai thac t6i da higu qua cia déu higu nhén biét khéc biét nay. Déng thdi, nhdn manh théng diép muén truyén tai cla KFC qua slogan “so good”, c6 thé gitp tao sy thfch tha hon cdc thuong higu Ichéc, Vé long trung thanh thiong higu #Thiét lip céc mue danh gid ho&c gép ¥ cha Khach hing & trang mang xi hoi facebook hay website cia nha hing KFC. Thu thép thém nhting théng tin phin héi | oa khéch hing & nhiing trang dign dan, © youtube. Khai théc manh mé yéu t8 c& nhan cla khach hang: nhiing ¥ kién déng gop, quan diém cia c&c cA nhan sé duge ting hop va dura thanb chinh s4ch céng ty va cong bé rong rai FE xép theo fl *Xay dung chuong trinh khich hang thanh vién, c4 nhn hode té chitc. ‘an mua hang khach hang sé durge tich Idy mét sé diém tuong img voi héa don chi tra trong Kin mma hang cla minh. Khi tich Iiiy aii sé diém theo quy dinh cua céng ty, khach hang sé duge > m6t s6 wu dai nhu ting thém phan an, = gidm gid, v.v... S6 diém cang cao thi vw dai dinh cho khéch hang cng lén hon. Nhimg théng tin cé nhin cla khach hing sé duge lun gi trong hg > théng thong tin, tir dé hinh thanh danh Tap chi Khoa hoc Trisdng Dai hoe Tién Giang __ 8604/2016 sch khéch hang lau dai, khéch hing VIP va sé cé nhiing mén’ qua hay sit quan tam riéng vao cée dip 06 ¥ nghia. «Nhing théng tin vé céc chuong trinh Khuyén mai, uu dai sé duoc théng bio cfip nhat dén khach hang bing thu dién tir ‘théng qua théng tin thinh vién thudng xuyén. Cac théng béo nay cing c6 thé duge cfp nat lén cae dién dan vé 4m thy, trang mang x4 hdi, noi thu hit duge rat nhiéu sur tham gia va cht ¥ cla gidi tré (17-29 tudi) déi trong khich hang mye tiéu cba KFC. Vé chat leong céim nin Nang cao tdc 46 phuc vy thite an tai nha hang KFC, dua ra tiéu chudn vé thoi gian phyc va dé cam két v6i khich hang. Xéy dung hé théng xép hang léy s6 Khi ban hang trong cdc dip cudi tuin hoae céc dip 1G, tranh chen lin khi dat hang, di v6i nhiing don hang nhiéu, nén cung cp s6 thir ty, khich hang sé ty Iya chon i phi hop va sé 6 nban vién hd tro phuc vu thife an. Chinh séch niy néa duge phd bién rong rai 1én cdc trang hudng din & website, facebook... Thay déi thdi gian phuc vy cia nha hang thuan tign hon cho khéch hing, dic biét d6i véi cc nha hing ndm ngoai cde trung tam mua sam, siéu thi, nén chinh théi gian hoat dong: mé cita sém hon (7h30 thay vi 9h) va éng cia mudn hon (23h thay vi 22h) vio cdc dip cudi tuan hodc 1€ té nhdim phyc vy duge hét nhu cau cia Kkhéch hang, n-No.04/2016 *Bio tao ky vé cdc géi sin phdim cho nbn vién ban hang dé cé thé tw van cho khach hang ya chon duge nhing phin 4m t6i wu nhét, Bao tgo thém céc nghiép wy ve dinh dung, an todn, v@ sinh thre phim cho nhén vién, Thug xuyén 16 chite cée dot kiém tra d6t xudt *Dam bio khu vyc an udng va vé sinh cia nha hang ludn duge sach sé, luén c6 nhAn vién phyc vu tic trac tai céc quiy, Khi c6 khéch roi quan phai don dep vé sinh ngay lip tii. «Nang cao ky ning cla nhan vién bao gém ky ning phyc vy, xir Ly tinh hudng va dio tao kién thie vé thye don cho nhan vién. Dao tao ky nbn vién cfc ky nang bin hang. Thudng xuyén mo cde dot khdo sat, kiém tra cic ky nang cia nbn vién. dt ké Iai h@-théng menu thu hit hon, gitip khéch hing Iya chon dé ding Menu cung cap nhting mén méi, dé an km theo nhiéu chét dinh duréng cho tré em, nbiéu sip bé duting, phin com nhign rau ct, ga kém theo rau xanh, v.v... can da dang hon vé thite wéng. Xay dug nhting phan an dic biét trong menu phi hop véi céc dip 18, vv. ‘Trang phuc cia nhén vién nha hang KFC duge dénh gid cao nhat, tuy nhién, chi méi ding lai & mic tung binh Lb dong ¥, chit khach hang chua thye sy ing 9. Vi vay, 06 thé thiét ké lai ding phye tia nha hang sao cho thu hit hon. Mau sc chi dao cita KFC 1a d3 sam va 1g, vi vay c6 thé thay di mau 4o ding phyc tir miu 46 cam sang mau dd sim sé gidp Journal of Science, Tien Giang Univers, cho déng phuc tré nén hi héa véi ny hang hon, viéntay va cb 60 6 thi chuyén sang mau tring, Vé hinh nh thwong higu *KFC nén cung cép them mét sj chyong tinh khuyéa mai, gidm gif cho hoc sinh sinh vign, cung ep thé nhidy coupon, hinh thite chiét Khéu, giém gig cho nhém di trén 5 nguéi, 10 ngudi. rang mang facebook va website cia KFC Vigt Nam nén ep nhat day ai vi méi nhdt nhiing théng tin vé chuomy tinh khuyén‘mai, sin phim, gid ed, cfc hoat dong, céc sy kign cba KFC. Tao ra hinh ah tich cue v8 nha hing Jun déng ditc va nhdn nhip: Nén tiép tye xdy dung cée chuong tinh khuyén mii vio céc ngay trong tuain dé thu hit khach hing, trinh trudng hop déng dic dn dén chat luong dich vu va hinh an eta nba hang kém di trong nhing ngay cuéi tuin *Xay dung cfc tién chi vé phyc w trong dé nhan manh dén thai 46 cia nhan vién nha hang tt nhan vién bén hang, nhdn vién phye vy va nin vién don dep v@ sinh phai Iuén niém né vi nhigt tinh. Bat ky mét thai 46 khéng tit va khéng diing v6i tiéu chi phyc vu, cb thé duoc khéch hang phan anh lai qua hGp thr gép ¥. 5.3. Céc han ché eiia dé tai Bén canh hing két qua dat duge que phan tich nghién cu, dé tai edn c6 mét sO-han ché: Thit nhét, 46i tuong ng cima cla dé thi 1a gid trj throng higu di Thi vio khach hang cita chudi nha hang KFC = tai TPHCM nén khé ap dung cho cfc doanh nghiép khéc cing hoat déng trong cing Tinh vic. Thi hai, aghién ctu chi gidi thich duoc 55,8% gid ui gid tr Aaker, D. A (1991). 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