B GIÁO DO
I HC KINH
_______________________
 YU T CA U NG
N LÒNG TRUNG THÀNH CI TIÊU DÙNG:
NG MÁY TÍNH BNG VIT NAM

YU T CA U NG
N LÒNG TRUNG THÀNH CI TIÊU DÙNG:
NG MÁY TÍNH BNG VIT NAM
CHUYÊN NGÀNH: 
Mã s: 60340102


:
 - 2014
1.6.  5
1.7.  6
CHNG 2: C S LÝ THUYT 7
2.1. Gii t 7
2.2.  7
2.3. S 8
2.4. S 9
2.5. S 9
2.6. ng th 10
2.7.  11
2.8. 
thng 11
2.9. u 12
2.10.  14
CHNG 3: PHNG PHÁP NGHIÊN CU 16
3.1. Gi 16
3.2. u 16
3.2.1. Phu 16
u 17
3.3.  18
3.4.  20
3.5. u 20
3.6. Ph 21
3.7.  21
CHNG 4: KT QU NGHIÊN CU 23
4.1. Gi 23
4.2.  23
4.3. u 24
4.4. ng 26
ng h s tin cy Cronbach Alpha 28

5.2.2.4. Giu 59
 59
nh th 60
5.3. ng nghiên c 60



 
Trang
3.1.
18

24
            
Alpha
28

Alpha
29
            
Alpha
29
            


)
44
1000
47


47

48


50
0

51
g 4.21

51
2

52 


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nhu cu gii trí nghe nhìn, duyc sách, gi video, chia s trên
mng xã h
.
                nên
doanh thu máy tính bng toàn cn 142.4% tu tiên ca
. Báo cáo ca công ty nghiên cu th ng IDC
(T liu Quc t) cho thy, s ng máy tính bng bán ra trên toàn cu
trong quý 1/2013 là 49,2 triu chit s ng  trong sáu
thanh niên2/5/2013)

y
        ông     Amazon, và
Microsoft.

     
 quý 1/2013.


2 




 2/5/2013)
T nhng thông tin trên thì th ng máy tính bng phát tring
mt cách nhanh chóng. Nguyên nhân là do nhng chic máy tính bng s hu chc
t chinó li gn nh và luôn có th mang

 i s hài lòng cho  th ng Vit Nam. Các hãng sn
xut máy tính bng bt buc phi xây d có th 
ci tiêu dùng. Và mt trong nhng yu t  xây du, 
là vic xây dng ng hiu.
Ving và kho sát các yu t cn s hài lòng
và lòng trung thành ci tiêu dùng thì rc bit quan tri vi các hãng
sn xut máy tính bng. Vì t  ng ci tin nhm nâng cao lòng
trung thành t   có th có th có nhng hiu bit mt
cách khoa hc v s ng ca các yu t ca n s hài
lòng và lòng trung thành ca ,  la ch tài yu
t c  u   n lòng trung thành ca   
 máy tính bng Vi
1.2. 
Xem xét s ng ca các yu t u (s lôi cuu, s
khác biu, s gn ku, cm nhn chu và
niu.
So sánh s khác nhau v ng ca các yu t i vi
m khác nhau (gi tui, thu nhp).
4 1.3. u


 c s dng


c
 
                .



        
hình Kim & ctg (1998), mô hình Khan (2010) và mô hình ca Nguyn Th



 

              vi
t mình.     


     

C
 

6 
nghiên cu 
1.7. K
ng






Có nhi    lòng trung thành c  u. Theo Ratchford
(1987) và c si bi Kim (1998), thì lòng trung thành cu c
 sn lòng la chn sn phu ci sn xuc nhng cám
d ci th cnh tranh.

           

Theo Yoo  (2000), 


Theo Kotler (2003) cho rng: vic mt s c bii vi mt
s nhn hiu không th bàn cãi.
c hi 
mua sn phm ca mu so vi các tùy ch

. 
8 nghiên cu 
Wall Street Journal do Dow Jones (1990)     u hay nhãn
hiu là m nhìn thy, s nn, n
và trng, ch bi. Nó vn
là tài sn quý báu nht ca công ty. Trong mt th gii mà chng sn phm và
dch v i s nghiêng v bn nu 
trung thành vu ca b
             






1998n


H2: S khác biu càng cao thì lòng trung thành ca 
i v
2.5. 



      
.



10 


       
qu


n

 
:

có
.






  . Vì cam k  nh
n mt phu ci tiêu dùng. 
 
H6: Ni  u càng cao thì lòng trung thành ca 
 i v
2.8. C

Nghiên cu ca Plummer (1985) nghiên cu ng
n s la chn ca  v mt loc ngt vi mt hình 
hiu khác bit  M. Nghiên cu ca Aaker (1996) vai trò cu
12 trong vic xây du. Nghiên cu ca Thunman (2012), nh
ng c u (s i vi sinh viên trong
vic la chn SmartPhone gia Samsung và Apple.


   

  m       


:
H1: S lôi cuu càng cao thì lòng trung thành ca  i
v

              


H2: S khác biu càng cao thì lòng trung thành ca  i
v
             
  

 H1
H2
H3
H4
H5
S lôi cuu
S khác bi
hiu
S gn ku


nhà sn xut 


2.10. 


        
 

              
15 




 
s



 
.

16



               

) 

3.2.2. Q
Luc hin theo qui trình nghiên c
 nh vn
 nghiên cu
Nghiên cng






Kt lun, kin ngh
và hn ch c tài