Ảnh hưởng của trải nghiệm giao hàng chặng cuối tới sự hài lòng và lòng trung thành của khách hàng Gen Z trong thương mại điện tử B2C: Vai trò điều tiết của hình ảnh thương hiệu

Trung Phạm Kiên; Chiến Lê Văn; Hường Nguyễn Thị

doi:10.24311/jabes/2024.35.3.2

Các tác giả

Phạm Kiên Trung Trường Đại học Mỏ - Địa chất Tác giả
Lê Văn Chiến Trường Đại học Mỏ - Địa chất Tác giả
Nguyễn Thị Hường Trường Đại học Mỏ - Địa chất Tác giả

DOI:

https://doi.org/10.24311/jabes/2024.35.3.2

Từ khóa:

Hình ảnh thương hiệu, Lòng trung thành, Sự hài lòng Gen Z, Trải nghiệm giao hàng chặng cuối, Thương mại điện tử B2C

Tóm tắt

Nghiên cứu này đánh giá mối quan hệ giữa trải nghiệm giao hàng chặng cuối, sự hài lòng và lòng trung thành của khách hàng Gen Z trong thương mại điện tử B2C tại Việt Nam, và xem xét vai trò điều tiết của hình ảnh thương hiệu. Nghiên cứu sử dụng phương pháp định lượng bằng mô hình bình phương nhỏ nhất từng phần (PLS-SEM). Kết quả phân tích từ mẫu khảo sát 365 Gen Z tại Hà Nội cho thấy trải nghiệm giao hàng chặng cuối có ảnh hưởng tích cực đến sự hài lòng và lòng trung thành của Gen Z trong TMĐT B2C. Trong khi hình ảnh thương hiệu làm gia tăng mối quan hệ với sự hài lòng, nhưng lại không tìm thấy tác động gia tăng ở lòng trung thành của Gen Z. Một số thảo luận và gợi ý được nhóm tác giả đưa ra cho các nhà quản trị doanh nghiệp.

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