BO. GIAO DUC
. VA I>AO TAO
.

.

TRU'O NG I>AI HOC
. KINH TE TP. HO CHi MINH

-

LE" THANH DUNG

cAc YEU TO MARKETING QUAN H~
T Ac DONG
DEN LONG TRUNG THANH CUA
•
KHACH HANG DOl VOl DICH
VU• TIN NHAN OTT
•
TAl
THANH PHO HO cHi MINH
•
LU~NVANT~C SYKINHTE

TP. Ha Chi Minh- Nam 2014


BO. GIAO DUC
. VA I>AO TAO
.

LU~N VAN TH~C SY KINH TE

NGUOI HU'ONG DAN KHOA HQC:
PGS.TS. HO TIEN DUNG

TP. H8 Chi Minh - Nam 2014


L(jiCAMDOAN

Toi xin cam doan lu~n van "Oic y~u t6 Marketing quan h~ tac d()ng d~n long
trung thanh cua khach hang d6i v6i djch V\1 tin nh~n OTT (Over The Top) t~i thanh
ph6 H6 Chi Minh" h'i cong trinh nghien cuu cua rieng toi.
Cac s6 li~u trong d~ tai nay dugc thu th~p va Slr dl,mg m()t each trung thvc.
K~t qua nghien

CUu

dugc trinh bay trong lu~n van nay khong sao chep cua b~t

lu~n van nao va cung chua

OUQ'C

trinh bay hay cong bf>

a b~t Clr cong trinh nghien

cti'u nfw khac tru6c day.



1.4

Phuong phap nghien cuu .......................................................................... 3

1.5

Cau true cua lu~n van ............................................................................... 4

CHU'dNG 2: co
2.1

'

so LY THUYET v A MO HiNH NGHIEN clJ'U ........................ 5
,

'

Tong quan ve khai ni~m tin nhan ............................................................. 5
tin nh~n truyen thong ........................................................... 5

2.1.1

Khai niem ve djch

VI,J

2.1.2


Tac d
ClrU

3.2

Quy trlnh nghien cuu .............................................................................. 30

3.3

Thi~t k@ bang cau hoi ............................................................................. 32

3.4

Xac dinh miu ngh1en c{ru ....................................................................... 32

3.5

Phuong phap pharr tich dfr

3.6

Thang do varna h6a thang do ................................................................. 35

l i ~u

............................................................... 32

3.6.1

Thang do Niem tin (NT) ......................................................................................... 35



Danh gia set bo thang do bang phan tich nhan to kham pha EFA ......................... 40

4 .1.3

Ket lu~n danh gia va hieu chinh mo hinh thang do set b(> ..................................... 41

4.2

D~c di6m m~u khao sat chinh thuc ......................................................... 41


c~y

5.2

Phan tich d9 tin

Cronbach 's Alpha ................................................. .43

5.3

Ph an tfch nhan t6 kham ph~i EF A ........................................................... 4 7

5.3.1

Phan tfch nhan t6 kham pha EFA cac bien doc l ~p ................................................ 48

5.3.2


Gia djnh ve phLrO'ng sai cua sai s6 khong doi ........................................................ 54

5.5.4
tuyen)

Gia dinh khong c6 m6i tlfO'ng quan giG'a
55

5.5.5

Kiem djnh Sl)' khac biet ve th~mh phan cua

cac bien doc l~p (do ILrang da cong
cac bien nhan khau hQc va bien phl,l

thuoc long trung thanh khach hang ......................................................................................... 56

5.6

.

,

Kiem dinh gia thuyet nghien c(ru ........................................................... 59

5.6.1

Kiem dinh gia thuyet nghien cll'u .......................................................................... 59

5.6.2


6.2.4

Sl! cam t hong ......................................................................................................... 63

6.2.5

Xlfly xung dot ........................................................................................................ 63

5.3

H~n ch€ cua d€ tai va huang nghien c(ru ti€p theo ................................. 64

TAr LrBu THAM KHAo
PHlJLl)C


DANH MVC

cAc TirVIET TAT

TUVIET TAT

YNGHiA
h~

RM

Relationship Marketing - Marketing quan



thong minh

Smartphone

Smartphone -

ISP

Internet Service Provider - Nha cung cap dich V\1 internet


DANH MVC cAc BANG BIEU
Bang 2-1 Bang tom tit cac dtnh nghia marketing quan h~ ph6 bi~n ............... ....... .. 11
Bang 2-2 S\r phat tri~n cua marketing va ICT .................................... ...................... 13
Bang 2-3 T6ng hqp cac nhan t6 cua marketing quan h~ .................................. .... .... . l5
Bang 2-4 Bang t6ng hqp cac gia thuy~t trong nghien ct1u ....................................... 28
Bang 3-1 Thang do ni~m tin ...................................................................................... 35
Bang 3-2 Thang do S\f cam k~t. ................................................................................ 36
Bang 3-3 Thang do Tmy~n thong ... .... ............ .... ........ ......................................... .... .36
Bang 3-4 Thang do Quan trt xung dot ..................................................................... .36
Bang 3-5 Thang do Cam thong ................................................................................. 37
Bang 3-6 Thang do Long tmng thanh ................. ................................................. .... .37
Bang 4- 1 Danh gia sa bo thang do b~ng h~ s6 tin c~y Cronbach's Alpha ............... .39
Bang 4-2 K~t qua EFA nh6m nhan t6 tac dong d~n long thanh ......... ..................... .40
Bang 4-3 K~t qua EFQ cho thang do long trung thanh ............................................ .41
Bang 4-4 D~c di~m m~u khao sat ... .... ................ .... .... ..................................... .... .....43
Bang 4-5 Daub gia do tin c~y Cronbach's Alpha ............................................ .... .... .44
Bang 4-6 TrQng s6 nhan t6 trong phan tich EFA ..................................................... .49
Bang 4-7 Phan tich nhan t6 kham pha bi~n phv thuoc ................. ................ .... .... .... .50

thai di€m, thich hqp, ca nhan h6a va chi phi hqp ly, d
2.1.1 Khai ni~m v~ djch

VI}

tin nh~n truy~n th6ng

Djch V\1 tin nh~n ng~n (SMS - Short Messaging Service) la mot dich V\1 co
ban va quan trQng cua h~ th6ng m;;tng di~n tho;;ti di dong, n6 cho phep nguOi dung
di~n tho;;ti glri va nh~n nhfrng kY tv ho~c chu6i kY tv v&i mot do dai h;;tn ch€ (Iddris,

2006). Di~m d~c bi~t cua djch
gi&i h;;tn 6 muc 160 kY

tl! va

V\,1

nay la s6 luqng

kY U,r cua mot tin nh~

SMS hi

tin nh~n SMS chi cho phep ngueri dung so;;tn nhfrng noi

dung b~ng ky tv chu khong h6 trq nhfrng noi dung da phuong ti~n nhu hinh fmh, am
thanh ...
Djch V\,1 nh~ tin da phuong ti~n (MMS - Multimedia Messaging Service) la
mot tieu chuftn daub cho cac h~ th6ng nh~n tin tren di~n tho;;ti cho phep truy~n di
nhfrng tin nh~n trong d6 c6 chua cac phin

dva tren n€n tang Internet. Linh vvc duqc ung dl,mg nhi€u nh~t Ia cung dp cac ni.

2.2 Marketing quan

h~

hiSu, dt,r doan nhu c~u cua khach hang va mong mu6n dap ung d!ch

Y\1

tbt han va

gift chan hQ. C6 m(>t l~p lu~n cho d.ng diSu nay se lam thi ph~n va lgi nhu~n gia tang
(Buttle, 1996). Han nfra, xac suftt cua m9t khacb hang hai long se thvc hi~n l~i giao
d!ch cao han so v6i khach hang khong hai long (Reichheld, 1994). Tren thvc tS, mbi
quan h~,

m~ng

lu6i va nhfrng tuang tac cho phep cac cong ty t~o ra m(>t moi tru·ang

kinh doanh thich hqp hon va dap fulg tf>t bon t6i cac tbi truemg illl,lC tieu.

TM

NM

Marketing giao djch

Marketing quan h~

Ngu6n: Brodie va c9ng Slf. (1997)

ffinh 2.1: Bfin lo~i hinh marketing
Theo Brodie va c(>ng sv (1997) c6 b6n lo~i tiSp thi, m(>t la marketing giao
dich truySn th6ng (TM - transaction marketing) va ph~n con l~i la marketing quan

h~n

vao n(>i bQ nhan vien va

khach hang ben ngoai, nha cung c~p va cac thi trucmg t~p trung khac. B~ng each ~o
ra cac m6i quan h~, doanh nghi~p dang m& r(>ng quan di~m cua hQ vao nhi~u thi
truang t~p trung, va k~t qua la t?O S\l' hi~u bi~t sau hon d€ phl,lC V\1 thi truong t6t han
va cu6i cung la giua chan khach hang.
V ~ khai ni~m marketing quan h~ thi c6 nhi~u nha nghien c(ru drra ra trong cac
tai li~u v~ marketing. Tren thl;l'C t~, marketing quan h~ bao g6m r~t nhi~u ho~t d(>ng
va do d6 n6 c6 th~ la nhfrng tht! khac nhau d6i v6i nhfrng cong ty khac nhau trong
nhfrng b6i canh khac nhau.

d day tac gia chi d~ c~p d~n cac khai ni~m ph6 bi~n nh~t:

Berry (1983) dinh ngh1a marketing quan h~: "Sv b~p d~n, sv duy tri va m&
r(>ng m6i quan h~ khach hang", ho~c Gummesson (1987) cho r~ng: "marketing quan
h~ la sv nh~n m~nh d~n t§m quan trQng v~ vi~c thi~t l~p va duy tri m6i quan h~ giua

ngm)'i mua va nguai ban"; "Nhiing m6i quan h~ duqc tbi~t l~p v6i khach hang va
nhfrng ben tham gia v6i ml,lc tieu la lqi nhu~n t~o ra ru nhi~u sv trao d6i trong vi~c
thvc hi~n lo·i hua", theo Gronroos (1994).
Nhfrng nha nghien c{ru khac (Palmer, 1994) xem marketing quan h~ la chi~n
luqc nb~m nang cao lqi nhu~n thong qua vi~c t~p trung vao cac gia tri cua m6i quan
h~ nguai mua - nguai ban theo thai gian. Callaghan va cac c(>ng sv (1995) cho r~ng:

"Marketing quan h~ t~p trung v~ vi~c t~o ra va duy tri cac m6i quan h~ gifra cac nha
cung dp va nguai tieu dung thong qua mong mu6n cling c6 sv d6ng cam, tuang h6,
ni~m tin va S\f rang bu(>c".



Phat hi~n, thiet l~p, duy tri, thuc d§y, va khi din thiet cham
d(rt m6i quan h~ khacb hang va cac c6 dong, nhftm d~t duqc
nwc tieu cua cac ben. Di€u nay d~t duqc b6i vi~c trao d6i

Morgan va Hunt

qua l~i va gift lai htra
Tat ca cac ho~t d()ng marketing hu6ng den thiet

(1994)

tri~n va duy tri trao d6i quan h~ thanh cong

Palmer (1994)

Chien luqc thuc dfty kha nang sinh lqi nhu~n bang vi~c t~p
'

trung vao gia trt cua moi quan
0

'

h~

l~p,

phat



chuang trinh v6i khach hang tfl,l'c ti~p va khach hang cu6i
cling, nhftm t~o ra va thuc dfty ci cho phu hqp v6i S\f phat tri~n CUa thJ truang,
doanb nghi~p ... Nhfrng quan diSm khac nbau vS marketing da duqc chip nb~n, dang
chu y nbit la marketing quan h~ vao nbftng nam 1980. Song song v6i S\f phat triSn
d6, Cong ngh~ Thong tin va TruySn thong (ICT - Information And Communication
Technology) da thong qua internet va

di~n tho~i

di d()ng da lam cho kbach hang,

nguai tieu dung, nha cung dp ... thay d6i dt nhiSu ill nhfrng nam cu6i th~p nien
1990, thai d~i rna quan di~m cua khach hang/ nguai tieu dung v€ cac m6i quan h~
dang duqc cong nh~n la ngay cang quan trQng. Trong Bang 2.2, la S\f t6m t~t m()t s6
nbung phat tri€n quan tr9ng cua marketing va cong ngh~ thong tin va truysn thong
theo thai gian.
Marketing quan h~ da duqc gi6i thi~u gk 20 nam tru6c day (Berry, 1983).
K~ tir d6, internet da thay d6i each thuc rna cac doanh nghi~p th\fC hi~n cac ho~t

d
kinh t8 tnii
nghi~m

Gi~i do~n

phat
trien c1ia may tinh
nho va may tinh
ca nhan. Di~n
tho~i di d(>ng
trong nhfrng nam
1990s. Th(ri d~i
s6 h6a. Khai thac
dfr li~u cua cac t6
chuc.
Ngm1i tieu dung
st'r d1,1ng nhi~u
djch Vl,l internet,
cong ngh~ di~n
tho~i di d(>ng.
M~ng xli h(>i.

(Experience
Economy)

Ngu6n: Baron

D~c di~m
chinh cua
Marketing

cac ca nhan ), d§n
den s~r phat tri€n etta
marketing quan h~.
T~p trung vao duy
tri khach hang.
Tang sv thira nh~n
v~ kinh nghi~m cua
khach hang va hi~u
qua cua khach hang
va c(>ng d6ng ngu(ri
tieu dling

va C(5ng s~r (2010)

Trong thi tru6ng internet, moi tru6ng c~nh tranh gftn v6i c~nh tranh thuftn tUy,
va ngui m6i c6 thS d§n d~n sv thay d6i
trong nganh cong nghi~p hi~n c6 va t~o ra nhUng thach thirc va kha nang kinh doanh
sang t~o m6i.



d€ cung cftp cho d6i tac kinh doanh cling nhu nhan vien v6i nhfrng thong tin C\l th€
va chi ti€t. Thu hai, internet cung cftp cho d6i tac kinh doanh v6i m9t k€t n6i 24/07
l~p rue va lien tl,lc. Thtr ba, internet t~o ra m9t c()ng dbng ao, noi rna cho phep trao

dbi thong tin Cl,l th€ va t~o ra S\f g~ng k€t t6i trang web (Rayport va Jaworski, 2001).
Thtr tu, internet giam thai gian va 16i trong giao dich khi luon k€t n6i 24/07. Cu6i
cung, internet da lam giam chi phi chung cho cac ben lien quan, nhfrng nguai rna c6
th€ thu th~p ho~c cung cftp nhfrng d!ch Y\1, san phftm va thong tin m9t each hi~u qua
han va re han. Trong khi nhfrng lgi th€ tru6c d6 dugc dugc ghi nh~n bai Sharma
(2002), va cac tac gia kbac, nhu Wilson va Abel (2002) cling nhu Dou va Chou
(2002) lam sang to vftn d~ S\f cai thi~n CUa internet d€n chftt lugng san phftm, nang
suftt va phat tri€n cling nhu h~ th6ng thanh toan m6i.


15

N6i chung, Sharma (2002) cho th~y nam Hnh vvc rna c6 th€ bi anh hu6ng boi
internet. LTnh vvc d~u tien lien quan dSn nhfrng tht truemg cua khach hang s6 dong
so v6i khach hang trung Him. Linh vt,rc thu hai, thai gian, la m()t ySu t6 quan trQng
d€ xem xet trong kS ho~ch marketing. Trong n6n kinh tS m6i da dAy nhanh t6c d9
cua sv thay d6i v6i

y nghia r~ng cong ngh~ da duqc t~o ra chu ky thay th~ r~t nhanh

do S\r d6i m6i lien t\IC. Linh vvc th(r ba hi anh hu6ng bm internet la c~nh tranh.
Nhi6u tac gia d6u d6 c?p, ngay nay, hinh thanh nen m()t hinh thuc, d6 la s1;r hqp tac
va c~nh tranh d6ng thai gifra cac t6 chuc khac nhau (Sheth, Sisodia va Sharma,
2000). Cac ben hqp tac b~g each chia se thong tin va c~nh tranh b~ng each tri€n
khai ngu6n Ivc rieng.
2.2.3 Cac thimh phin cua Marketing quan h~

Sv dong cam
Xu ly xung d()t
Truyen thong
hay chia se bi
m~t

Dva vao cac nghien c(ru tru6c day thi cac nha nghien ct1u dua ra them nhi6u
mo hinh nghien cuu, nhung v~n lien quan dSn nhung ysu t6 quan trQng cua
marketing quan

h~

nhu nghien Clru cua Taleghani va ctg (2011) dua ra cac thanh

ph~n bao g6m: Ni6m tin, Cam kSt, Truy6n thong, Xir ly xung d()t, M6i rang bu()c,