{"id":27791,"date":"2023-12-07T04:45:14","date_gmt":"2023-12-07T04:45:14","guid":{"rendered":"https:\/\/masterskills.org\/blog\/chat-luong-moi-quan-he-thuong-hieu-khach-hang-brand-relationship-quality-la-gi.html"},"modified":"2023-12-22T16:55:46","modified_gmt":"2023-12-22T09:55:46","slug":"chat-luong-moi-quan-he-thuong-hieu-khach-hang-brand-relationship-quality-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/chat-luong-moi-quan-he-thuong-hieu-khach-hang-brand-relationship-quality-la-gi.html","title":{"rendered":"Ch\u1ea5t l\u01b0\u1ee3ng m\u1ed1i quan h\u1ec7 th\u01b0\u01a1ng hi\u1ec7u \u2013 kh\u00e1ch h\u00e0ng (Brand relationship quality) l\u00e0 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh minh ho\u1ea1 (Ngu\u1ed3n: itbrief)<\/p>\n<\/figcaption><\/figure>\n

Ch\u00e2\u0301t lu\u031b\u01a1\u0323ng m\u00f4\u0301i quan h\u1eb9\u0302 thu\u031bo\u031bng hi\u1eb9\u0302u \u2013 kha\u0301ch ha\u0300ng<\/font><\/h2>\n

Kh\u00e1i ni\u1ec7m<\/b><\/p>\n

Ch\u00e2\u0301t lu\u031b\u01a1\u0323ng m\u00f4\u0301i quan h\u1eb9\u0302 thu\u031bo\u031bng hi\u1eb9\u0302u \u2013 kha\u0301ch ha\u0300ng<\/b> trong ti\u1ebfng Anh \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 Brand relationship quality.<\/b><\/p>\n

Ch\u00e2\u0301t lu\u031b\u01a1\u0323ng m\u00f4\u0301i quan h\u1eb9\u0302<\/b> la\u0300 ba\u0309ng li\u1eb9\u0302t ke\u0302 nh\u01b0\u0303ng tha\u0300nh qua\u0309 cu\u0309a m\u00f4\u0301i quan h\u1eb9\u0302 co\u0301 y\u0301 nghi\u0303a va\u0300 no\u0301 pha\u0309n a\u0301nh kha\u0309 na\u0306ng \u0111a\u0301p \u01b0\u0301ng nhu c\u00e2\u0300u va\u0300 mong \u0111\u01a1\u0323i cu\u0309a ca\u0301c be\u0302n lie\u0302n quan trong m\u00f4\u0301i quan h\u1eb9\u0302.\u00a0<\/p>\n

Trong \u0111o\u0301, ch\u00e2\u0301t lu\u031b\u01a1\u0323ng m\u00f4\u0301i quan h\u1eb9\u0302 thu\u031bo\u031bng hi\u1eb9\u0302u \u2013 kha\u0301ch ha\u0300ng <\/b>chi\u0301nh la\u0300 \u0111\u1ecd\u0302 ma\u0323nh va\u0300 \u0111\u1ecd\u0302 sa\u0302u cu\u0309a m\u00f4\u0301i quan h\u1eb9\u0302 gi\u01b0\u0303a kha\u0301ch ha\u0300ng v\u01a1\u0301i m\u1ecd\u0302t thu\u031bo\u031bng hi\u1eb9\u0302u cu\u0323 th\u00ea\u0309.<\/p>\n

\u0110\u1eb7c \u0111i\u1ec3m<\/font><\/h3>\n

1. Trong ca\u0301c nghie\u0302n c\u01b0\u0301u v\u00ea\u0300 ch\u00e2\u0301t lu\u031b\u01a1\u0323ng m\u00f4\u0301i quan h\u1eb9\u0302 cho th\u00e2\u0301y m\u00f4\u0301i quan h\u1eb9\u0302 co\u0301 ch\u00e2\u0301t lu\u031b\u01a1\u0323ng thu\u031b\u01a1\u0300ng d\u01b0\u0323a va\u0300o ba y\u00ea\u0301u t\u00f4\u0301 co\u031b ba\u0309n: s\u01b0\u0323 ha\u0300i lo\u0300ng (satisfaction), s\u01b0\u0323 cam k\u00ea\u0301t (commitment), va\u0300 s\u01b0\u0323 ti\u0301n nhi\u1eb9\u0302m (trust).<\/p>\n

2. Tuy nhie\u0302n, khi no\u0301i v\u00ea\u0300 ch\u00e2\u0301t lu\u031b\u01a1\u0323ng m\u00f4\u0301i quan h\u1eb9\u0302 thu\u031bo\u031bng hi\u1eb9\u0302u – kha\u0301ch ha\u0300ng, Fournier va\u0300 Yao \u0111a\u0303 \u0111u\u031ba ra ca\u0301c khi\u0301a ca\u0323nh cu\u0309a ch\u00e2\u0301t lu\u031b\u01a1\u0323ng m\u00f4\u0301i quan h\u1eb9\u0302 hoa\u0300n toa\u0300n kha\u0301c bi\u1eb9\u0302t v\u01a1\u0301i 7 tha\u0300nh ph\u00e2\u0300n:\u00a0<\/p>\n

Ye\u0302u thu\u031bo\u031bng\/ \u0111am me\u0302 (love\/ passion), trung tha\u0300nh\/ cam k\u00ea\u0301t (loyal\/ commitment), t\u01b0\u0323 g\u0103\u0301n k\u00ea\u0301t (Self-concept connection), g\u0103\u0301n bo\u0301\/ hoa\u0300i ni\u1eb9\u0302m qua\u0301 kh\u01b0\u0301 (nostalgic attachment), phu\u0323 thu\u1ecd\u0302c l\u00e2\u0303n nhau (interdependence), ch\u00e2\u0301t lu\u031b\u01a1\u0323ng \u0111\u00f4\u0301i ta\u0301c\/ ba\u0323n \u0111\u00f4\u0300ng ha\u0300nh (partner quality) va\u0300 tha\u0302n m\u1ea1\u0302t (intimacy).\u00a0<\/p>\n

Ca\u0301c y\u00ea\u0301u t\u00f4\u0301 cu\u0309a Fournier va\u0300 Yao \u0111u\u031b\u01a1\u0323c ca\u0301c nha\u0300 nghie\u0302n c\u01b0\u0301u kha\u0301c u\u0309ng h\u1ecd\u0302 va\u0300 ta\u0301i kh\u0103\u0309ng \u0111i\u0323nh ngoa\u0323i tr\u01b0\u0300 y\u00ea\u0301u t\u00f4\u0301 g\u0103\u0301n bo\u0301.\u00a0<\/p>\n

Ngoa\u0300i ra, ca\u0301c y\u00ea\u0301u t\u00f4\u0301 kha\u0301c nhu\u031b giao ti\u00ea\u0301p va\u0300 ch\u00e2\u0301t lu\u031b\u01a1\u0323ng giao ti\u00ea\u0301p, danh ti\u00ea\u0301ng thu\u031bo\u031bng hi\u1eb9\u0302u, ma\u0302u thu\u00e2\u0303n va\u0300 ki\u00ea\u0309m soa\u0301t ma\u0302u thu\u00e2\u0303n, s\u01b0\u0323 th\u00e2\u0301u hi\u00ea\u0309u, s\u01b0\u0323 quan ta\u0302m \u0111\u1ea1\u0306c bi\u1eb9\u0302t va\u0300 nh\u01b0\u0303ng quan h\u1eb9\u0302 xa\u0303 h\u1ecd\u0302i cu\u0303ng \u0111u\u031b\u01a1\u0323c xem xe\u0301t la\u0300 nh\u01b0\u0303ng tha\u0300nh ph\u00e2\u0300n hi\u0300nh tha\u0300nh ne\u0302n ch\u00e2\u0301t lu\u031b\u01a1\u0323ng m\u00f4\u0301i quan h\u1eb9\u0302.<\/p>\n

3. T\u01b0\u0300 l\u00ed<\/span> thuy\u00ea\u0301t xa\u0302y d\u01b0\u0323ng m\u00f4\u0301i quan h\u1eb9\u0302 thu\u031bo\u031bng hi\u1eb9\u0302u \u2013 kha\u0301ch ha\u0300ng cho th\u00e2\u0301y t\u1ea1\u0302p trung va\u0300o vi\u1eb9\u0302c xa\u0302y d\u01b0\u0323ng m\u00f4\u0301i quan h\u1eb9\u0302 co\u0301 ch\u00e2\u0301t lu\u031b\u01a1\u0323ng v\u01a1\u0301i kha\u0301ch ha\u0300ng cu\u0303ng la\u0300 m\u1ecd\u0302t trong ca\u0301c chi\u00ea\u0301n lu\u031b\u01a1\u0323c xa\u0302y d\u01b0\u0323ng va\u0300 ba\u0309o v\u1eb9\u0302 thu\u031bo\u031bng hi\u1eb9\u0302u trong mo\u0302i tru\u031b\u01a1\u0300ng ca\u0323nh tranh gay g\u0103\u0301t va\u0300 bi\u00ea\u0301n \u0111\u00f4\u0309i kho\u0302ng ng\u01b0\u0300ng.\u00a0<\/p>\n

\u0110\u00ea\u0309 xa\u0302y d\u01b0\u0323ng \u0111u\u031b\u01a1\u0323c m\u00f4\u0301i quan h\u1eb9\u0302 thu\u031bo\u031bng hi\u1eb9\u0302u \u2013 kha\u0301ch ha\u0300ng co\u0301 ch\u00e2\u0301t lu\u031b\u01a1\u0323ng nha\u0300 qua\u0309n tri\u0323 c\u00e2\u0300n chu\u0301 y\u0301 ta\u0323o s\u01b0\u0323 \u0111am me\u0302\/ ye\u0302u thu\u031bo\u031bng, tha\u0302n m\u1ea1\u0302t, t\u01b0\u0323 g\u0103\u0301n k\u00ea\u0301t, phu\u0323 thu\u1ecd\u0302c l\u00e2\u0303n nhau, cam k\u00ea\u0301t va\u0300 ti\u0301n nhi\u1eb9\u0302m \u0111\u00f4\u0301i v\u01a1\u0301i kha\u0301ch ha\u0300ng.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: K\u1ec9 y\u00ea\u0301u H\u1ecd\u0302i tha\u0309o Xa\u0302y d\u01b0\u0323ng va\u0300 Ba\u0309o v\u1eb9\u0302 Thu\u031bo\u031bng hi\u1eb9\u0302u, \u0110\u1ea1i h\u1ecdc T\u00e0i ch\u00ednh – Marketing, )<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n Ch\u1ea5t l\u01b0\u1ee3ng m\u1ed1i quan h\u1ec7 th\u01b0\u01a1ng hi\u1ec7u \u2013 kh\u00e1ch h\u00e0ng (ti\u1ebfng Anh: Brand relationship quality) ch\u00ednh l\u00e0 \u0111\u1ed9 m\u1ea1nh v\u00e0 \u0111\u1ed9 s\u00e2u c\u1ee7a m\u1ed1i quan h\u1ec7 gi\u1eefa kh\u00e1ch h\u00e0ng v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u1ee5 th\u1ec3.\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[416],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/27791"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=27791"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/27791\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=27791"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=27791"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=27791"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}