Nghiên Cứu Lòng Trung Thành Của Nữ Khách Hàng Đối Với Cửa Hàng Thời Trang - Nguyễn Thi Kim Sa, ...

Nghiên cứu luận văn thạc sĩ về sự trung thành của nữ khách hàng đối với các cửa hàng thời trang, phân tích yếu tố ảnh hưởng và xu hướng tiêu dùng.

• Tác giả: Nguyen Thi Kim Sa
• Người hướng dẫn: Prof. Nguyen Dong Phong
• Trường học: University of Economics Ho Chi Minh City
• Chuyên ngành: Master of Business
• Đề tài: Khám Phá Lòng Trung Thành Của Nữ Khách Hàng Với Cửa Hàng Thời Trang
• Loại tài liệu: Thesis
• Năm xuất bản: 2014
• Địa điểm: Ho Chi Minh City

Mục lục chi tiết

• 1. CHAPTER 1: Scope Of This Study
• 1.1. The Significance of Research
• 1.2. Structure of thesis
• 2. LITERATURE REVIEW, HYPOTHESES AND CONCEPTUAL MODEL
• 2.1. Theory of reasoned action
• 2.2. Expectation – Disconfirmation theory
• 2.3. Overview on Shopper Loyalty
• 2.4. Hedonic Shopping Motivations
• 2.5. Data Collection Methods
• 2.6. Data Analysis Methods
• 3. DATA ANALYSIS AND RESULTS
• 3.1. Refinement of measurement scales
• 3.2. Model and Hypotheses Modification
• APPENDIX 1: DATA ANALYSIS

Tóm tắt

I. Khám Phá Lòng Trung Thành Của Nữ Khách Hàng Với Cửa Hàng Thời Trang

Lòng trung thành của khách hàng là một yếu tố quan trọng trong ngành bán lẻ, đặc biệt là trong lĩnh vực thời trang. Nghiên cứu này sẽ khám phá các yếu tố ảnh hưởng đến lòng trung thành của nữ khách hàng đối với cửa hàng thời trang. Việc hiểu rõ những động lực và yếu tố nào thúc đẩy lòng trung thành sẽ giúp các nhà quản lý cửa hàng xây dựng chiến lược hiệu quả hơn.

1.1. Tổng Quan Về Lòng Trung Thành Của Khách Hàng

Lòng trung thành của khách hàng được định nghĩa là sự ưu tiên mà khách hàng dành cho một cửa hàng cụ thể. Nghiên cứu cho thấy rằng lòng trung thành không chỉ giúp tăng doanh thu mà còn tạo ra những khách hàng trung thành, những người sẽ giới thiệu cửa hàng cho người khác.

1.2. Tầm Quan Trọng Của Nữ Khách Hàng Trong Ngành Thời Trang

Nữ khách hàng đóng vai trò quan trọng trong ngành thời trang, với những thói quen mua sắm đặc trưng. Họ thường tìm kiếm những sản phẩm không chỉ đáp ứng nhu cầu mà còn mang lại trải nghiệm mua sắm thú vị.

II. Những Thách Thức Đối Với Lòng Trung Thành Của Nữ Khách Hàng

Trong bối cảnh cạnh tranh khốc liệt, các cửa hàng thời trang phải đối mặt với nhiều thách thức trong việc duy trì lòng trung thành của nữ khách hàng. Những yếu tố như sự thay đổi trong xu hướng thời trang, giá cả và chất lượng dịch vụ đều có thể ảnh hưởng đến quyết định mua sắm của họ.

2.1. Xu Hướng Thời Trang Thay Đổi Nhanh Chóng

Sự thay đổi nhanh chóng của xu hướng thời trang khiến cho các cửa hàng phải liên tục cập nhật sản phẩm. Nếu không, họ có thể mất đi khách hàng vào tay đối thủ cạnh tranh.

2.2. Giá Cả Và Chất Lượng Dịch Vụ

Giá cả hợp lý và chất lượng dịch vụ tốt là hai yếu tố quan trọng ảnh hưởng đến lòng trung thành. Nữ khách hàng thường so sánh giá cả và dịch vụ giữa các cửa hàng trước khi đưa ra quyết định.

III. Phương Pháp Nâng Cao Lòng Trung Thành Của Nữ Khách Hàng

Để nâng cao lòng trung thành của nữ khách hàng, các cửa hàng thời trang cần áp dụng những chiến lược hiệu quả. Việc hiểu rõ tâm lý khách hàng và tạo ra những trải nghiệm mua sắm tích cực là rất quan trọng.

3.1. Tạo Ra Trải Nghiệm Mua Sắm Độc Đáo

Cửa hàng nên tạo ra những trải nghiệm mua sắm độc đáo, từ không gian cửa hàng đến dịch vụ khách hàng. Điều này sẽ giúp khách hàng cảm thấy thoải mái và muốn quay lại.

3.2. Chương Trình Khách Hàng Thân Thiết

Chương trình khách hàng thân thiết có thể khuyến khích khách hàng quay lại mua sắm. Các ưu đãi và phần thưởng sẽ tạo động lực cho khách hàng duy trì lòng trung thành.

IV. Ứng Dụng Thực Tiễn Từ Nghiên Cứu Về Lòng Trung Thành

Nghiên cứu về lòng trung thành của nữ khách hàng cung cấp những thông tin quý giá cho các nhà quản lý cửa hàng. Việc áp dụng những phát hiện từ nghiên cứu này có thể giúp cải thiện hiệu suất kinh doanh.

4.1. Đánh Giá Cửa Hàng Thời Trang

Đánh giá cửa hàng dựa trên các yếu tố như không gian, sản phẩm và dịch vụ sẽ giúp các nhà quản lý hiểu rõ hơn về nhu cầu của khách hàng.

4.2. Phân Tích Tâm Lý Khách Hàng Nữ

Phân tích tâm lý khách hàng nữ sẽ giúp các cửa hàng thiết kế các chiến lược tiếp thị phù hợp hơn, từ đó nâng cao lòng trung thành.

V. Kết Luận Về Lòng Trung Thành Của Nữ Khách Hàng

Lòng trung thành của nữ khách hàng là một yếu tố quyết định trong sự thành công của cửa hàng thời trang. Việc hiểu rõ các yếu tố ảnh hưởng đến lòng trung thành sẽ giúp các nhà quản lý xây dựng chiến lược hiệu quả hơn trong tương lai.

5.1. Tương Lai Của Ngành Thời Trang

Ngành thời trang sẽ tiếp tục phát triển và thay đổi. Các cửa hàng cần phải thích ứng với những thay đổi này để duy trì lòng trung thành của khách hàng.

5.2. Chiến Lược Duy Trì Khách Hàng

Các chiến lược duy trì khách hàng cần được điều chỉnh thường xuyên để phù hợp với nhu cầu và mong muốn của khách hàng, từ đó tạo ra sự trung thành lâu dài.

Trích đoạn nội dung tài liệu

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Nguyen Thi Kim Sa DETERMINING FEMALE SHOPPER LOYALTY TOWARDS CLOTHING STORES ID: 22120068 MASTER OF BUSINESS (Honours) SUPERVISORS: Prof. Nguyen Dong Phong Dr. Nguyen Phong Nguyen Ho Chi Minh City – Year 2014 TIEU LUAN MOI download : [e-mail] ACKNOWLEDGEMENTS This is our opportunity to express gratitude to those who have helped and supported us throughout the process. Firstly, I am especially grateful to my supervisor, Dr. Nguyen Phong Nguyen, for the patient, dedicated guidance for this thesis over the past few. Secondly, I would like to thanks to the supervisorial panel’s member who have thoroughly examine my thesis with valuable comments. Finally, I would like to direct our gratitude to those tutors that have taught us something worthwhile to remember during our two years at the Master of Business program. Ho Chi Minh City, Vietnam December, 2014 Nguyen Thi Kim Sa TIEU LUAN MOI download : [e-mail] ABSTRACT Store loyalty is a phenomenon that is currently receiving a great deal of interest from retail management. What is more, a loyal customer is a source of competitive advantage through repeat purchase and positive word of mouth. As a matter of fact, lots of enterprises are facing to the difficulty situation in Vietnam. It is not an exception, in clothing retail sector, the failure rate of doing that type of business is even higher than others. In hope of solving this issue, this study aims to study the underlying factors that could impact on female shopper’s loyalty towards clothing stores. Among the key factors affecting store loyalty, hedonic shopping motivations (HSM) and store attributes (STA) will be deeply investigated in relation to store loyalty (LOY) directly and through shopper satisfaction (SAF) in this study. To conduct this research, a sample of 226 female shoppers in Ho Chi Minh City, Vietnam was surveyed to test the proposed model. After that, structural equation modeling was used to analyze the collected data. It was found that store attributes and hedonic shopping motivation had positive effects on LOY. However, shopper satisfaction construct is almost the same with store loyalty in Vietnamese customer’s mind, so that this paper will provide the implication based on the relationship of 3 main factors Store Attributes, Hedonic shopping motivation and . As to limitation of this study, a convenience sampling method was applied in Ho Chi Minh City it is better to use cross-national, random sample. Also, the study focuses on attitudinal loyalty. Behavioral loyalty should be taken into account in future research. The findings suggest that the clothing store managers should show concentrate their positioning strategies not only on the utilitarian dimension but also on the hedonic motivations to stimulate store loyalty. Also, it is necessary to deeply understanding customer’s motivation shopping before designing their outlets with store attributes that would meet the expectations of shoppers, thus motivate them towards store patronage decisions. KEYWORDS Female Shoppers, Consumer behavior, Clothing Stores, Store Loyalty, Vietnam TIEU LUAN MOI download : [e-mail] TABLE OF CONTENTS CHAPTER 1. Scope Of This Study . The Significance of Research . Structure of thesis . 6 LITERATURE REVIEW, HYPOTHESES AND CONCEPTUAL MODEL . Theory of reasoned action. Expectation – Disconfirmation theory . Overview on Shopper Loyalty . Hedonic Shopping Motivations . Data Collection Methods . Data Analysis Methods. 21 DATA ANALYSIS AND RESULTS . Refinement of measurement scales . 22 TIEU LUAN MOI download : skknchat@gmail. Model and Hypotheses Modification . 36 APPENDIX 1: DATA ANALYSIS . 45 TIEU LUAN MOI download : [e-mail] LIST OF ABBREVIATION HSM Hedonic Shopping Motivation STA Store Attributes SAF Shopper Satisfaction LOY Store loyalty ADV Adventure shopping GRA Gratification shopping ROL Role shopping SOC Social shopping IDE Idea shopping MER Merchandise AFS After sale services EMS Employee services SAT Store Atmosphere TIEU LUAN MOI download : [e-mail] LIST OF TABLES Table 1: Descriptive statistics . 22 Table 2: Factor loadings, Composite reliability and Average variance extracted . 29 Table 3: Unstandardized correlation . 30 Table 4: Unstandardized structural coefficients . 31 Table 5: Results of unidimensionality and reliability test results – refined scales . 45 Table 6: EFA And Reliability Test Results - Scales Without Modification . 47 Table 7: Rotated Components . 48 TIEU LUAN MOI download : [e-mail] LIST OF TABLES Figure 1: Theoretical Model . 14 Figure 2: Research Process . 16 Figure 3: CFA Result of Store Attributes . 26 Figure 4 : The CFA result of Hedonic Shopping Motivation . 27 Figure 5: Modified Model . 31 Figure 6: Saturated Model . 51 Figure 7: Final Measurement Model. 52 Figure 8: Structural Model . 53 TIEU LUAN MOI download : [e-mail] CHAPTER 1 INTRODUCTION 1. Background The clothing retail market is fiercely competitive at the present. Especially, the women clothing stores have built up everywhere in Vietnam but most of them facing the risk of shutting down with no profit. In fact, according to National Business Registration Portal, the number of difficult company that is forced to stop their business in the early months of the year 2014 is continuously increasing. Until February, 2014, there is 13,124 company have stopped their business. There are 80-100 shops posting on their website for transferring the ownership of stores. In which, clothing, grocery and coffee shops that have capital is under 500 million accounts for almost 90 % (Tuan and Son, 2014). It can be seen that the clothing retailing sector seems to be freeze and owners struggling to remain the minimal number of customer for covering the rent fee and other fixed costs (My, 2014). On another hand, the term of store loyalty has become quite popular in developed countries and people pay much more attention to this outcome when it comes to the retailing business strategies to make sure their business doing well as well as maintain their competitive advantages in the market. Conversely, store loyalty is not taken into account properly in Vietnam while it could be an effective solution for business owner to overcome the mentioned difficulties. Research problem Facing this situation, the first thing first, they need to figure out the reason why their business going down by understanding customer insights in order to make the effective strategies. This may come from the economic downturn or just because they do not invest the right thing. Instead of retaining the existing customer, they only seek for the new customers and do not realize that loyalty customers are curial in such a competitive market like clothing business. It is evident that customer acquisition costs, such as promotions, 1 TIEU LUAN MOI download : [e-mail] discounts, advertising, are much higher than customer maintenance costs, such as consistent quality, service and variety (Reicheld, 1996 cited by Ray, 2009). Additionally, the understanding of what motivates consumers to purchase from one store rather than another becomes increasingly important to retail stores design and management (Black et al. In this regard, it is also supported that store loyalty is the most important factor for success and longevity of store (Omar, 1999). Thus, store loyalty is worthwhile to pay much attention to enhance store performance. To clarify about store loyalty, it is stated that “Store loyalty means that customers like and habitually visit the same store to purchase a type of merchandise (Levy & Weitz, 1996, p. However, academic research has found significant difference between women and men cognitive process and behaviour (Melnyk, 2009; Noble, 2006). Gender difference is important issue to investigate, because if women and men loyalties differ, both genders might require different selling approach (Melnyk, 2009). What is more, female clothing store is much more popular than male clothing store in Vietnam. Therefore, female shopper behavior is in need of doing a deeply research and find out which are the determinants of their loyalty decision towards clothing store. In particular, which factors are important to customer when they consider being loyal to a specific store and from that store managers could make a right investment on their store to improve business without wasting time, cost and effort. Research Objectives Apparently, store loyalty is one of the most effective ways to improve their business at the present. However, how to invest properly and make sure it is not a wasting is a major concern. Certainly, not all stores could spend money on all factors that could help increase the level of store loyalty. Therefore, prioritizing their investment in some important factors is necessary, especially for stores with limited budget. Thus, this study attempts to provide the knowledge on shopper loyalty, its determinants and the importance of each determinant in female clothing business in Vietnam by achieving the specific objectives as follows: 2 TIEU LUAN MOI download : [e-mail] (1) To identify and test the key factors affecting female shopper loyalty toward female clothing stores in Vietnam. (2) To quantify the important level of each independent factor in relationship with shopper loyalty in female clothing stores in Vietnam 1. Scope Of This Study From previous studies, Fischer and Arnold stated that for a particular gender, it has differences refer to their responsibilities, roles, and privileges (1994). Cross and Madson (1997) theorized that gender based information processing differences result from one’s perception of their self-system. Additionally, the previous study showed that “Modern marketing has relied on gender to help understand and explain consumers and their behavior” (Caterall and MacLaran, 2002, p. Hence, for the most effective strategy, owners need to focus on each segment for better application for owners. For that reason, female customers were chosen for studying. In particular, the target respondents should be female shoppers from 18 to 30 years old in Ho Chi Minh City. With respect to this issue, Tripathi and Sinha (2006) stated that consumers evaluate alternative stores on a set of attributes, and depending on their individual preferences, would patronize the best store. Moreover, apparel retailers among retailers of other commonalities that should employ this consumer behavior as apparels are considered hedonic products (Youn, Sun and Wells, 2001) and therefore shopping for apparel will produce hedonic values. Thus, we proposed three main factors that affecting store loyalty to deeply investigate: Store Attributes, Hedonic Shopping Motivation and Shopper Satisfaction. Then research proposal presents the literature review and hypothesis development and the methodology sections. The Significance of Research Obviously, that understanding about store loyalty to improve it plays an important role for owners to overcome that difficult situation and maintain their competitive advantages in the long term. In particular, loyal customers generate more predictable sales, a steady cash flow and an improved profit stream (Harris and Goode, 2004; Kumar and 3 TIEU LUAN MOI download : [e-mail] Shah, 2004; Rust, Lemon & Zeithaml, 2004). They are also less costly, less price sensitive and spend more with the retailer (Harris and Goode, 2004; Kumar and Shah, 2004; Rust et al. Furthermore, loyal customers are active promoters of the retailer through word of mouth and can become ambassadors of the business (Butcher, Sparks & O’Callaghan, 2001). There have been a lot of studies which have looked into various determinants of store loyalty such as store atmosphere, store images, store satisfaction, service quality, perceived value, and attitudes toward a store (e. Bloemer and Odekerken-Schroder, 2002; Koo, 2003) and utilitarianism (Jin and Kim, 2003) and hedonism (Boedeker, 1995) and particularly focused on female shopping behavior (Moye and Kincade, 2003; Taylor and Cosenza 2002). However, those studies are mostly conducted in Korean, Finland and South Africa, and little research have been done to examine the effects of store attributes and shopping motivation on shopper loyalty in the clothing business in Vietnam. With well understand managers’ need, this study will provide the helpful background on customer loyalty behaviors as well as suggest them the way to improve their business performance. Structure of thesis The paper is organized around four key areas: literature review and hypotheses, method, results, and discussion and conclusions.