Ảnh hưởng của marketing truyền thông xã hội đến lòng trung thành của khách hàng sử dụng dịch vụ viễn thông tại Việt Nam

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Tác giả: Chí Công Lê, Ngọc Duy Nguyễn, Thị Duyên Phan

Ngôn ngữ: vie

Ký hiệu phân loại: 320.9597 Political situation and conditions

Thông tin xuất bản: Phát triển Khoa học & Công nghệ: Khoa học - Kinh tế - Luật và Khoa học Quản lý (ĐHQG TP. Hồ Chí Minh), 2022

Mô tả vật lý: 2516-2529

Bộ sưu tập: Metadata

ID: 499226

Thêm vào giỏ

Nghiên cứu này phát triển dựa trên lý thuyết marketing truyền thông xã hội và mô hình kích thích cơ chế phản hồi. Mẫu nghiên cứu được điều tra từ 300 khách hàng sử dụng dịch vụ viễn thông MobiFone trên địa bàn hai tỉnh Khánh Hòa và Đắk Lắk. Mục tiêu cụ thể của nghiên cứu là xác định các yếu tố cấu thành marketing truyền thông xã hội (SMM) và xác định mức độ ảnh hưởng của chúng tới lòng trung thành của khách hàng. Nghiên cứu sử dụng phương pháp nghiên cứu định tính và định lượng để đánh giá các nhân tố ảnh hưởng của SMM đến lòng trung thành của khách hàng đang sử dụng dịch vụ viễn thông tại Công ty Dịch vụ MobiFone Khu vực 7. Kết quả chỉ ra năm yếu tố cấu thành nên SMM (tính tương tác, tính thông tin, suy nghĩ truyền miệng, tính cá nhân hóa, nội dung xu hướng) đều có tác động trực tiếp đến giá trị cảm nhận của khách hàng (giá trị tài sản, giá trị thương hiệu, công bằng mối quan hệ). Mặt khác, ngoại trừ yếu tố giá trị thương hiệu thì yếu tố giá trị tài sản và công bằng mối quan hệ có tác động trực tiếp lên lòng trung thành của khách hàng. Dựa trên kết quả nghiên cứu thực nghiệm ảnh hưởng của marketing truyền thông xã hội đến lòng trung thành của khách hàng đang sử dụng dịch vụ viễn thông MobiFone tại Công ty 7, bài viết đề xuất một số hàm ý chính sách quản trị nhằm gia tăng mức độ trung thành của khách hàng đối với dịch vụ mạng di động và gia tăng hình ảnh thương hiệu MobiFone.This paper is based on the theory of Social Media Marketing and the Stimulus Feedback Mechanism model. The research sample was surveyed from 300 customers using MobiFone telecommunication services in Khanh Hoa and Dak Lak. The specific objective is to identify the components of Social Media Marketing (SMM) and determine the extent to which those factors affect customer loyalty. The qualitative and quantitative research methods are applied to evaluate the influencing factors of SMM on the loyalty of customers using telecommunications services at MobiFone Service Company Region 7. The results showed that five factors of the SMM activities (interaction, informational, word of mouth, personalization, trending content) have a direct impact on customers' perceived value (Value Equity, Brand Equity, Relationship Equity). Besides, except for the factor of brand equity, value equity and relationship equity have impacts directly on customer loyalty. Based on the results of empirical research on the influence of SMM on the loyalty of customers who are using MobiFone telecommunications services at Company 7, some administrative policy implications are suggested to increase customer loyalty to mobile network services and also increase the impression of MobiFone brand.

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