Sự tác động của tính vị chủng tiêu dùng và giá trị cảm nhận đến lòng trung thành thương hiệu của người tiêu dùng đối với các chuỗi cửa hàng cà phê nội địa tại Thành phố Hồ Chí Minh
Nội dung chính của bài viết
Tóm tắt
Mục tiêu của nghiên cứu này nhằm xem xét sự tác động của tính vị chủng tiêu dùng và giá trị cảm nhận đến lòng trung thành thương hiệu của người tiêu dùng đối với các chuỗi cửa hàng cà phê nội địa tại thành phố Hồ Chí Minh. Nghiên cứu được thực hiện qua các giai đoạn: (i) Nghiên cứu định tính bằng phỏng vấn sâu và thảo luận nhóm; (ii) Nghiên cứu diệp hẹp với 285 bảng phỏng vấn hợp lệ; (iii) Nghiên cứu chính thức với 1000 bảng phỏng vấn hợp lệ, sử dụng thang đo Likert với năm điểm biến thiên từ “Rất không đồng ý” đến “Rất đồng ý” và dữ liệu thu thập được xử lý bằng phần mềm Smart PLS 3.0 với kỹ thuật PLS-SEM. Kết quả nghiên cứu đã khám phá và kiểm định sự tác động của tính vị chủng tiêu dùng và giá trị cảm nhận đến lòng trung thành thương hiệu của người tiêu dùng đối với các chuỗi cửa hàng cà phê nội địa tại TPHCM, từ đó đề xuất một số hàm ý quản trị nhằm gia tăng lòng trung thành thương hiệu cho chuỗi cửa hàng cà phê nội địa tại thị trường này.
Chi tiết bài viết
Từ khóa
Chuỗi cửa hàng cà phê nội địa, Giá trị cảm nhận, Lòng trung thành thương hiệu, Tính vị chủng tiêu dùng
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