Mot so van de ccf ban
khi nghien culi ve
long trung thanh cua khach hang
trong kinh doanh djch vu
LE ANH TOAN'
NGaVEN THI KIM TH/VNH"
Tom d t
Bdi viit xem xet ede nghien etiu quan trgng trong linh vUe ve long trung thdnh eda khdeh hdng
trong linh vUe dieh vu trin thi gidi vd d Viil Nam mdl cdch cd he thdng. Dong thdi, dua ra eac
quan diim ca bdn ve cdc yi'u td'dnh hudng tdi ldng trung thdnh cua khdch hdng, mUc do dnh
hudng cda cdc yeu tdvd sU tuang tdc cua ede yiu tdndy vdi nhau trong md'i quan he vdi long
trung thdnh cua khdch hdng.
Tff khoa: ldng trung thdnh. y dinh hdnh vi, nhdn tddnh
Summary
The paper systematically reviews global and domestic researches related to customer loyalty
in service sector. At the same time, it provides a basic perspective on the determinants of
customer loyalty, impact of these factors and their interaction to customer loyalty.
Keywords, loyalty, behavioral intention, determinants
GICJI THIEU
Tren the^ gidi, cd nhieu nghien cdu ve long trung
thanh ciia khach hang trong cac Imh vffe dich vu, dac biSt
la cae ITnh vffc ban Ie, dieh vu ngdn hang... Tuy nhiSn, tai
ViSt Nam, hiSn nay eon thidu ede nghiSn cffu tong kdt
cde vd'n dd cp ban ve cdc nhan td tdc dpng Ien long trung
thdnh cua khach hang trong ITnh vffc kinh doanh dieh
vu. Chinh vi vay, bai vie't nay hffdng tdi mue tiSu tdng
ke't, danh gid ede nhdn tddnh hffdng tdi long trung thdnh
eua khdeh hang trong linb vffc kinh doanh dich vu tren
IhS'gidi, ciing nhff tai Viet Nam va dffa ra mpt sd hffdng
nghien cffu cd trien vpng trong thdi gian tiep theo.
L 6 N 9 TRJJNC THANH KHACH HANG VA

CAC YEU TO ANH Hl/dNG T6\ LONG TRUNG
THANHTRONG KINH DOANH DjCH VU
Long trung thdnh vd y dinh hdnh vi mua hdng
(tii'p tuc sd dung dieh vu)
Long trung thanh cua khdch hdng ed the xem nhff
cam ke't tie^p tuc mua san pham hay sff dung dich vu
tff mpt nhd cung cap (Wei-Ming, Qu, Sbih Chia-Mei,
Chen Chin-Yuan va Wang Kuo-Chang (2011)).

Ldng trung thdnh hay y dinh hdnh
vimua hdng Id mdt trong nhifng muc
tieu quan trong ciia eac nha td chffc
do yeu to' nay se giff chdn eae khdch
hdng va mang Iai lpi nhudn eho to
ehffc trong ddi ban. Ldng trung thdnh
cua khdch hdng cd thd dffdc do Itfdng
thdng qua: (I) Hdnh vi truydn miSng;
(2) Gidi thiSu cho ngffdi khdc; (3) t
dinh tiS'p tue sff dung san pham/ dich vu
va (4) Sff it nhay cam vdi thay ddi ve
gid (Zeithaml, Valarie A., Leonard L.
Berry vd A. Parasuraman (1996)).
Chd't liigng dfch vg, gid tri cdm nhgn
vd sU hai long cua khdch hdng
Chdt lugng dich vti
Chd't Iffdng dieh vu theo y nghTa
truyen thd'ng dffde xem la kha ndng ddm
bao dieh vu cam nhdn phai de'p cdn dffde
vdi dich vu mong mud'n tff phia khdch
bdng. Dd danh gid chat Iffpng cam nhan,

Grdnroos, Christian (1984) dffa ra 3 khdi
niem: eha't Iffdng ky thuat, eha't Iffdng
chffc nang va hinh dnh edng ty.

"PGS, TS,, **ThS., Trifdng D^i hpc Dien Iffc I Email;
Ngdy nhdn bdi; 19/09/2017; Ngay phdn bm: 19/10/2017; Ngdy duyet ddng: 22/10/2017

108

Kinh te 4 a Dir bao


Zeithaml, Valarie A., Leonard L.
3erry va A. Parasuraman (1988) ddnh
'id chat Iffpng dich vu la khoang cdch
jiffa chCt Iffdng earn nhan va chd't Iffdng
rSng dpi. Cac tac gia dtfa ra thang do
:hd't Itfdng dich vu vdi 5 nhdm yeu td:
;i) Hffu hinb; (2) t i n cdy; (3) Dap ffng;
;4) Dam bao vd (5) Cdm thdng.
Trong ITnh vffc Ifinb doanh dich vu the
thao, Ko, Vong Jae va Donna L. Pastore
(2005) de xud't sff dung md hinh ddnh
gid eha't Itfdng dich vu gdm 4 thdnh phan
cdban: (I) Chat Itfdng ehtfdng trinh; (2)
Chat Itfpng ttfdng tde; (3) Cha't Iffpng diu
ra vd (4) Chd't Iffpng mdi trffdng vdt ly.
Gid tri cdm nhdn
Gid tri cam nhdn ed the xem la danh
gia tdng quan cua khdch hang ve gid

tri sff dung ciia san pham dffa trSn gid
tri nhdn dffpc va gia tri dffde cung cap.
Gid trithd hiSn sff thoa hiSp giffa cdc
gid tri quan trong dffpc dffa ra va nhdn
dffdc(ZeithamI, Valarie A., Leonard L.
Berry va A. Parasuraman (1988)).
Parasuraman, A va Dhruv Grewal
(2000)dffa ra 4 khia canh cua gid tri cam
nhdn, ve ed ban dffa tren cam nhan vd gia:
- Gid tri nhdn dffde: lpi ich (tffdng dd'i
so vdi chi phi bd ra) khach hang tin hp
nhdn dffpc khi sff dung dich vu;
- Gid tri trao ddi: sff thoa man khi cd
dffdc mdt giao dich td't;
- Gia trj su" dung: Idi ieh cd dffde tff
viec sff dung hay tiSu dilng dich vu;
- Gid tri mua Iai: gid tri cdn Iai tai thdi
didm mua mdi hoac ket thuc sff dung.
St/ hdi ldng cda khdeh hdng
Sff hai Idng ciia khach hang thffdng
dffpc xem la nhan thffc ca nhdn ve sff
wan hdo eiia sdn phlm/dich vu liSn
juan den sff trong dpi ciia ho. Ddp ffng
5ff trong dpi eua khdeh hang se mang lai
iff hdi long (Torres, Edwin N va Sheryl
iCline(2013)).
Theo Anderson, Eugene W., Claes
-ornellvd Donald R. Lehmann (1994),
itf hdi long ciia khach hang chia thanh2
oai: theo dac tinh giao dieh vd tich liiy.

Jtfhdi long giao dicb dtfa trSn viec danh
jid sau giao dich mua hang hoac sff dung
lich vu. Sff hai long tich luy dffa trSn
ldnh gia tdng quat cae trai nghiSm sff
lung hang hda/dich vu theo thdi gian.
Clemes, Michael D., Christopher Gan
d Min Ren (2011) ehi ra rang, stf hdi
5ng ciia khdch hang Id yen to chinh dam
ido ldi ich dai ban ciia doanh nghiSp, giff
hdn •^ • g'3 '^^"S '™S trung thdnh cua

khdch hang. Do vay, viec mang den sff hai long ciia
khdch hang la ye'u to quan trpng quyS't dinh sff sdng
cdn vd ldi ich dai ban ciia doanh nghiep.
Anh hudng eua chdt lugng dich vu, gid tri cdm nhdn
vd su hdi long khdch hdng tdi long trung thdnh cda
khdch hdng
Nghien effu eiia Andreassen, Tor Wallin va Bodil
Lindestad (1998), nha'n manh, vai trd cua cha't Iffpng
vd gid tri dich vu anh hffdng tdi sff hdi Idng cua khdeh
hang va anh hffdng gidn tiS'p cua chat Iffpng va gid tri
dich vu ISn y dinh hanh vi mua hang cua khdch hang.
Trong cdc nhan td nay, sff hdi long ciia khdch hang cd
tde ddng ldn nhat ISn y dinh hanh vi. Tuy nhien, sff
tffdng tdc cua cae nhan to la khong hodn toan gidng
nhau trong ede mdi trffdng khae nhau.
Oh, Haemoon (1999) chi ro, ehd't Iffdng cd tdc dpng
tieh effe tdi gia tri dich vu va sff hai Idng cua khdch
hdng, tuy nhien lai khdng ed tde dpng trffc tiS'p tdi long
trung thanh ciia khaeh hang.

Nguyen Quoe Cuong, Sirion Chaipoopirutana vd
Howard W.Combs (2011) khi nghiSn cffu thi trffdng
ngdn hdng tai TP. Hd Chi Minh, chd't Iffpng dich vu va
sff hdi long cd tdc dSng ddng kd tdi long trung thanh
ciia khdeh hdng. NguySn Thi An Binh va Long Pham
(2015) eung dffa ra kS't ludn tffPng tff khi nghiSn cffu
cdc ngan hdng tbtfdng mai co phan tai Viet Nam.
Theo Ko, Yong Jae vd Donna L. Pastore (2005),
sff khdc nhau chii ye'u giffa md hinh cho linh vffc dich
vu du lich the thao so vdi md hinh trong ITnh vffe
dieh vu ndi chung la d cdc thanh phan ca'u thanh ehdt
Iffdng dieh.
Hinh dnh cua eongty(diem din, sUkien, thuang hieu)
Hinh anh edng ty dffdc xem nhff cam nhan ve mot
td chffc dffdc phan anh trong bd nhd ciia khdcb hdng
(Keller, Kevin Lane (1993)).
Grdnroos, Chnstian (1984) chi ra rang, hinh anh
cdng ty dffpe xac dmh la ydu td quan trpng de danh
gid tdng thd vd eha't Iffdng dich vu cua cong ty. Trong
md hinh nghien cffu nay, tac gia xac dinh hinh anh eiia
cdng ty phan anh chd't Iffdng thudc tinh va cha't Iffpng
ky thuat tdc ddng trffc tie'p tdi chd't Iffpng earn nhan ciia
khdeh hdng.
TheoAndreassen, Tor Wallm va Bodil Lindestad
(1998), hinh anh edng ty cd anh hffdng tdi sff lffa
chpn cdng ty cua khdeh hang, khi cde thudc tinh dich
vu khd ddnh gia. Hinb anh cdng ty dffdc hinh thanh
va phdt trien trong tdm tri khdch hdng thdng qua qud
trinh truyen thdng va kinh nghiem. Hinh anh cdng ty
cd the tao ra bieu ffng vang bao quang (halo) trong

quye't dinh vd sff hai long cua khach hang. Khi khdch
hang hai long vdi dich vu cung cd'p, thai do ciia hp
vdi doanh nghiep se dffdc cai thien. Thdi dp nay se
anh hffdng tdi sff hdi long ciia khdeh hang dd'i vdi
doanh nghiep.
Hinh anh cdng ty dffpe danh gia la mot trong nhffng
ye'u tdquan trong anh htfdng tdi long trung thanh hay y
dinh hdnh vi mua hang eua khaeh hang. Sff anh htfdng
ciia yS'u td nay tdi long trung thanh ciia khdch hang

mo


dffpc ddnh gia trong md hinh cua Andreassen, Tor
WalUn va Bodil Lindestad (1998).
Trong ITnh vffc kinh doanh dieh vu du lich nghien
effu Wong, Jose, Hung-Che Wuvd Ching-Chan Cheng
(2015) cho thd'y, hinh anh ciia Ie hpi cd anh hffdng tich
ctfc tdi sff hai long dS'i vdi IS hoi, nhffng lai khdng cd
tae dpng tdi sff trung thdnh vdi IS hdi.
ChiMng trinh khdch hdng trung thdnh
Yi, Youjae vd Hoseong Jeon (2003) dinh nghTa
chffdng trinh khaeh hdng trung thdnh Id mpt ke' hoach
marketing dffpc thiS't kd de ndng eao ldng trung thdnh
eiia khach hang tbdng qua cung cd^p cdc khuyS'n khich
khdch hang bang cae lpi ich tang them. Phan ldn cdc
ehffdng trinh khdch hang trung thanh dffdc thiet ke vdi
3 loai: (1) The qud tang vdi gid mua thd'p nhat; (2) The
gidm gid khach hdng (bao gdm the qud tang, giam gid
dac biet cho hpi viSn, cdc chffPng trinh Idi Ich Idn cho

hpi vien); (3) Cdc chffdng trinh xo sd.
Nghien cffuVesel, Patrick va Vesna Zabkar (2009)
xdc nhan rang, chtfdng trinh khach hang trung thdnh cd
anh hffdng tieh effe tdi long trung thanh ea khach hang.
Ngodi anh hffdng trffc tidp, chffdng trinh khach hang
trung thdnh cdn anh hffdng gian tidp thong qua sff hai
long cua khdch hdng.
Su tin tudng cua khdch hdng
Theo Kee, Herbert W va Robert E. Knox (1970),
sff tin tffdng cua khdch hang cd the dffde dinh nghia Id
stf sdn sdng chap nhan cua mpt bSn dd'i vdi riii ro do
hanh ddng cua mdt ben khdc gdy ra dffa trSn sff trong
dpi ben kia se thffc hiSn hanh dSng quan trgng phu hdp
vdi ben tin tffdng, khdng Iffu tam tdi kha nang giam sat
hay kiem sodt.
Theo Dang Thi Kim Thoa, NguySn Thi Quynh
Trang, NguySn Van Htfdng va Tran Uvlu Cffdng (2015),
chat Iffpng cd anb htfdng tfeh effe tdi sff tin ttfdng cua
khach hang va stf tin tffdng eua khdch hang tae ddng
tich ctfc tdi long trung thanh cua khach hdng thdng qua
khao sat mdt ehudi siSu thi Idn tai Hd Npi.
NghiSn cffu cua Seyed Javadein, Seyed Reza, Amir
Khanlari va Mehrdad Estiri (2008) ve dich vu the thao
iai cho tha'y, chat Iffdng dich vu anh hffdng khong ddng
ke tdi sff tin tffdng. Tuy nhiSn, sff hdi Idng ciia khach
hang trong trffdng hpp ndy ed tde dpng tich ctfc tdi sff
tin tffdng va sff tin tffdng cd anh hffdng ddng kd tdi ldng
trung thanh ciia khdch hang.
Ddi xd edng bdng
Sff nhan thffc ve edng bang la ddnh gid tdng qudt

ciia khach hang ve tieu chi cong bang va hdp Xf cua
cdc dieh vu ciia cdng ty vd qua trinh giai quyS't cdc vd'n
de va phan nan cua khdch hang eiia ddn vi (Hellier,
Phillip K., Gus M. Geursen, Rodney A. Carr va John
A. Rickard (2003)).
Hutchinson, Joe, Fujun Lai va Youcheng Wang
(2009) ddnh gid anh hffdng eiia ydu td ddi xff cdng
bang ISn gid tri cam nhan va sff hai long eiia khdch
hang do'i vdi cdc dich vu ciia sdn golf. Nghien cffu ehi
ra rang, nhan thffc ve sff cong bang chiu anh hffdng trffc
dS'p ciia cha't Itfdng dich vu vd gdy ra cdc tac ddng quan

no

trpng len gia tri dieh vu va sff hai ldng
cua khdch bang.
Chiphi chuyin ddi
Theo Hellier, Phillip K., Gus M.
Geursen, Rodney A. Carr va John A.
Rickard (2003), chi phi chuyen ddi la
chi phi mat mdt cua khach hdng bao
gdm thdi gian, nd Iffc va tien liSn quan
tdi viSe chuyen sang mpt nhd cung cd'p
dich vu khdc. Ddng thdi, ehi phi chuydn
ddi chju anh hffdng trffe tie'p ciia sff hai
Idng cua khdeh hang va eo tdc dpng
ddng ke tdi Iffa chpn thffdng hieu cua
khdch hang.Nguyen Thi An Binh vd
Long Pham (2015) xae nhdn, dnh hffdng
tich effe eua ehi phi chuyen ddi tdi ldng

trung thdnh eiia khdch hang khi nghiSn
cffu cdc ngan hang thffdng mai cd phan
tai Viet Nam.
KET LUAN
Stf hdi long va long trung thdnh cua
khdch hang cd tdc dpng tich cffc tdi kdt
qua kinh doanh. BSn eanh do, ldng trung
thanh cua khaeh hdng cdn giiip tdng hiSu
Ong truydn miSng tao ra cdc tdc dpng
tieh cffc gia tdng so' Iffdng khach hang
cho cdng ty Do v^y, viec nghien cffu ve
cac ye'u td tac dong cac cac ydu td len
Idng trung thanh eiia khaeh hdng cd vai
tro rd!^t quan trpng trong thffe tS'.
Cac kdt qud tdng hpp ddnh gid cho
thd'y, trong ta't cd cac ITnh vffc dich vu Idng
trung thanh ciia khdch hang deu chiu tde
dpng d mffe dd khde nhau eiia cdc ye'u td:
Chd't Iffpng dich vu; Gia tri dieh vu; Sff
hdi long ciia khdch hang; Hinh anh edng
ty/diem de^n; ChffPng trinh khdch hdng
trung thdnh; Sff tin tffdng; Sff cdng biing
va Chi phi chuyen doi.
Trong cac yeu td tdc ddng ddn Idng
trung thanh cua khaeh hang, ye'u tS' Stf
hdi long ciia khdch hang luon cd tdc
ddng dang ke nha't trong ph£n ldn cdc
nghiSn eihi va ddy la nhan td cd trong
td't cd cac loai hinh kinh doanh dich vu.
Ben canh Sff hdi long cua khdeh hang,

Chd't Iffdng dich vu va Gid tri cam nhan
eung cd vai trd quan trpng. Tuy nhiSn,
tde ddng ciia Chd't Itfdng dieh vu tdi long
trung thanh ciia khach hang thffdng dffdc
phdn dnh gidn tie'p thdng qua sff hdi Idng
ciia khdch hdng.
Hinh anh cong ty/diem de'n, Sff tin
tffdng, Stf cdng bang trong eung ed!p dich
vu cung the hien vai trd quan trpng dS'i
vdi Idng trung thdnh khdch hang trong


ihieu trtfdng hdp. M6t sd' ye'u td' chi
;udt hiSn trong mpt sd trffdng hdp cu the
Chtfdng trinh khdch hang trung thanh,
;;hi phi chuyen ddi) c6 nhiftig tdc ddng

ddng ke nhd't dinh ddi vdi long trung thanh eua khdch
hdng. Cde tde ddng ndy ed the ldi keo vd giff chan cdc
khach hang trung thanh va can dffpc cdc nha quan Iy
quan tdm tren thffc te.Q

_ -TAI LIEU THAM KHAO
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2015). Phan tieh ede nhdn td'anh hffdng ddn Idng trung thanh cua khach hdng ddi vdi dieh vu
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Hid Forei^ii.st Review

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