Mô hình hóa ảnh hưởng của điểm đau dịch vụ đến sự hài lòng và lòng trung thành: Nghiên cứu trong phân khúc hàng không giá rẻ Việt Nam
Nội dung chính của bài viết
Tóm tắt
Ngành hàng không giá rẻ tại Việt Nam đang phát triển nhanh, làm nổi bật nhu cầu nhận diện và giảm thiểu các yếu tố cản trở trải nghiệm khách hàng. Nghiên cứu này phân tích tác động của các “điểm đau” (pain points) đến sự hài lòng và lòng trung thành của hành khách, dựa trên Lý thuyết Kỳ vọng – Bất tương hợp (Expectation–Disconfirmation Theory – EDT). Nghiên cứu định lượng được thực hiện với các kỹ thuật phân tích nhân tố và mô hình phương trình cấu trúc. Kết quả cho thấy sáu nhóm điểm đau chính – công nghệ, hỗ trợ dịch vụ, yếu tố nội sinh, hiệu suất vận hành, quy trình và tài chính – đều ảnh hưởng tiêu cực đến sự hài lòng và lòng trung thành, trong đó sự hài lòng đóng vai trò trung gian một phần. Nghiên cứu đóng góp vào lý thuyết bằng việc mở rộng ứng dụng EDT và đề xuất khung đo lường điểm đau như biến bậc hai, giúp định hướng các nghiên cứu tiếp theo về trải nghiệm khách hàng. Về mặt thực tiễn, kết quả gợi ý các hãng hàng không ưu tiên cải thiện công nghệ, tối ưu hóa hiệu suất và nâng cao dịch vụ hỗ trợ để gia tăng sự hài lòng và củng cố mối quan hệ với khách hàng.
Abstract
The rapid growth of Vietnam’s low-cost airline industry highlights the need to identify and address factors that hinder customer experience. This study examines the impact of passenger pain points on satisfaction and loyalty, drawing on the Expectation–Disconfirmation Theory (EDT). A quantitative approach was employed using factor analyses and structural equation modeling. Results reveal six major categories of pain points—technology, service support, passenger-related internal factors, operational performance, procedures, and financial issues—that negatively influence both satisfaction and loyalty. Satisfaction plays a partial mediating role in this relationship, emphasizing the importance of improving customer experience at key touchpoints. Theoretically, the study extends the application of EDT in the low-cost airline context and proposes a measurement framework conceptualizing pain points as a second-order formative construct, providing a foundation for future research on customer experience management. Practically, the findings offer actionable insights for airlines to prioritize technology upgrades, optimize operational performance, and enhance service support in order to improve satisfaction, foster loyalty, and strengthen competitive advssssantage.
Từ khóa
Điểm đau khách hàng; Hài lòng; Lòng trung thành; Hàng không giá rẻ; Trải nghiệm khách hàng
Chi tiết bài viết
Lĩnh vực kinh tế (JEL Codes)
C38 - Classification Methods • Cluster Analysis • Principal Components • Factor Models - Multiple or Simultaneous Equation Models • Multiple Variables, C51 - Model Construction and Estimation - Econometric Modeling, L93 - Air Transportation - Industry Studies: Transportation and Utilities, M31 - Marketing - Marketing and Advertising
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