{"id":36263,"date":"2023-12-08T11:56:59","date_gmt":"2023-12-08T11:56:59","guid":{"rendered":"https:\/\/masterskills.org\/blog\/hanh-vi-mua-sam-lap-lai-repeated-purchase-behaviour-la-gi.html"},"modified":"2023-12-24T21:43:45","modified_gmt":"2023-12-24T14:43:45","slug":"hanh-vi-mua-sam-lap-lai-repeated-purchase-behaviour-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/hanh-vi-mua-sam-lap-lai-repeated-purchase-behaviour-la-gi.html","title":{"rendered":"H\u00e0nh vi mua s\u1eafm l\u1eb7p l\u1ea1i (Repeated Purchase Behaviour) l\u00e0 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: 123rf)<\/p>\n<\/div>\n<\/div>\n

H\u00e0nh vi mua s\u1eafm l\u1eb7p l\u1ea1i<\/font><\/h2>\n

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

H\u00e0nh vi mua s\u1eafm l\u1eb7p l\u1ea1i<\/b> trong ti\u1ebfng Anh g\u1ecdi l\u00e0:\u00a0Repeated Purchase Behaviour.<\/b><\/p>\n

H\u00e0nh vi mua s\u1eafm l\u1eb7p l\u1ea1i<\/b> l\u00e0 khi kh\u00e1ch h\u00e0ng h\u00e0i l\u00f2ng v\u1edbi vi\u1ec7c mua s\u1eafm, th\u00ec h\u1ecd c\u00f3 khuynh h\u01b0\u1edbng l\u1eb7p l\u1ea1i vi\u1ec7c mua s\u1eafm nh\u00e3n hi\u1ec7u hay s\u1ea3n ph\u1ea9m m\u00e0 h\u1ecd h\u00e0i l\u00f2ng.\u00a0<\/p>\n

H\u00e0nh vi mua s\u1eafm l\u1eb7p l\u1ea1i th\u01b0\u1eddng \u0111\u01b0\u1ee3c hi\u1ec3u nh\u01b0 l\u00e0 s\u1ef1 trung th\u00e0nh v\u1edbi nh\u00e3n hi\u1ec7u.\u00a0<\/p>\n

S\u1ef1 trung th\u00e0nh<\/b> v\u1edbi nh\u00e3n hi\u1ec7u \u0111\u01b0\u1ee3c \u0111\u1ecbnh ngh\u0129a nh\u01b0:\u00a0<\/p>\n

– C\u00f3 t\u00ednh thi\u00ean v\u1ecb (kh\u00f4ng ng\u1eabu nhi\u00ean)<\/p>\n

– Ph\u1ea3n \u1ee9ng c\u00f3 t\u00ednh ch\u1ea5t h\u00e0nh vi (s\u1ef1 mua h\u00e0ng)<\/p>\n

– \u0110\u01b0\u1ee3c th\u1ec3 hi\u1ec7n l\u00e2u d\u00e0i<\/p>\n

– B\u1edfi m\u1ed9t \u0111\u01a1n v\u1ecb ra quy\u1ebft \u0111\u1ecbnh<\/p>\n

– Ch\u00fa \u00fd \u0111\u1ebfn m\u1ed9t ho\u1eb7c nhi\u1ec1u c\u00e1c nh\u00e3n hi\u1ec7u thay th\u1ebf ngo\u00e0i nh\u1eefng nh\u00e3n hi\u1ec7u \u0111\u00f3<\/p>\n

– M\u1ed9t ch\u1ee9c n\u0103ng c\u1ee7a qu\u00e1 tr\u00ecnh t\u00e2m l\u00ed (ra quy\u1ebft \u0111\u1ecbnh, \u0111\u00e1nh gi\u00e1).<\/p>\n

H\u00e0nh vi mua s\u1eafm l\u1eb7p l\u1ea1i, l\u00f2ng trung th\u00e0nh v\u00e0 chi\u1ebfn l\u01b0\u1ee3c marketing<\/font><\/h3>\n

H\u00e0nh vi mua h\u00e0ng l\u1eb7p l\u1ea1i ch\u1ecbu \u1ea3nh h\u01b0\u1edfng b\u1edfi c\u00e1c n\u1ed7 l\u1ef1c marketing. Tr\u00ean nh\u1eefng th\u1ecb tr\u01b0\u1eddng m\u00e0 c\u00f3 nhi\u1ec1u nh\u00e3n hi\u1ec7u \u0111\u1ec3 l\u1ef1a ch\u1ecdn, c\u00f3 nh\u1eefng ho\u1ea1t \u0111\u1ed9ng gi\u00e1 c\u1ea3 nhi\u1ec1u h\u01a1n v\u00e0 nh\u1eefng s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng thay th\u1ebf, th\u00ec s\u1ef1 trung th\u00e0nh v\u1edbi nh\u00e3n hi\u1ec7u c\u00f3 khuynh h\u01b0\u1edbng gi\u1ea3m.\u00a0<\/p>\n

Vi\u1ec7c ph\u00e2n ph\u1ed1i l\u1ea1i c\u00e1c chi ph\u00ed marketing t\u1eeb ho\u1ea1t \u0111\u1ed9ng qu\u1ea3ng c\u00e1o s\u1ea3n ph\u1ea9m sang c\u00e1c ho\u1ea1t \u0111\u1ed9ng chi\u00eau th\u1ecb (gi\u1ea3m gi\u00e1, tr\u00fang th\u01b0\u1edfng v\u00e0 v\u00e0 nh\u1eefng h\u00ecnh th\u1ee9c gi\u1ea3m gi\u00e1 ng\u1eafn h\u1ea1n kh\u00e1c) \u0111\u00e3 l\u00e0m gi\u1ea3m \u0111i s\u1ef1 trung th\u00e0nh v\u1edbi nh\u00e3n hi\u1ec7u c\u1ee7a nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n

Nh\u1eb1m \u0111\u1ea3m b\u1ea3o vi\u1ec7c c\u00f4ng ty x\u00e2y d\u1ef1ng c\u00e1c kh\u00e1ch h\u00e0ng trung th\u00e0nh, c\u00e1c n\u1ed7 l\u1ef1c marketing th\u01b0\u1eddng t\u1eadp trung nhi\u1ec1u nh\u1ea5t v\u00e0o c\u00e1c kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i c\u1ee7a h\u1ecd. S\u1ef1 t\u1eadp trung n\u00e0y nh\u00ecn chung \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 marketing quan h\u1ec7 (relationship marketing).<\/p>\n

Marketing quan h\u1ec7 (Relationship marketing)<\/b><\/p>\n

M\u1ed9t n\u1ed7 l\u1ef1c nh\u1eb1m ph\u00e1t tri\u1ec3n m\u1ed9t m\u1ed1i quan h\u1ec7 trao \u0111\u1ed5i m\u1edf r\u1ed9ng, ti\u1ebfp di\u1ec5n li\u00ean t\u1ee5c v\u1edbi c\u00e1c kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i c\u1ee7a c\u00f4ng ty \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 marketing quan h\u1ec7. Marketing quan h\u1ec7 c\u00f3 5 y\u1ebfu t\u1ed1 quan tr\u1ecdng:\u00a0<\/p>\n

– Ph\u00e1t tri\u1ec3n m\u1ed9t s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 ch\u00ednh (n\u00f2ng c\u1ed1t) v\u00e0 x\u00e2y d\u1ef1ng m\u1ed9t m\u1ed1i quan h\u1ec7 kh\u00e1ch h\u00e0ng chung quanh n\u00f3<\/p>\n

– X\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 v\u1edbi c\u00e1c kh\u00e1ch h\u00e0ng c\u00e1 nh\u00e2n<\/p>\n

– L\u00e0m t\u0103ng l\u00ean s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 ch\u00ednh b\u1eb1ng c\u00e1c l\u1ee3i \u00edch ph\u1ee5 th\u00eam<\/p>\n

– \u0110\u1ecbnh gi\u00e1 theo c\u00e1ch khuy\u1ebfn kh\u00edch s\u1ef1 trung th\u00e0nh<\/p>\n

– Marketing \u0111\u1ebfn nh\u1eefng nh\u00e2n vi\u00ean \u0111\u1ec3 h\u1ecd ph\u1ee5c v\u1ee5 kh\u00e1ch h\u00e0ng t\u1ed1t.\u00a0<\/p>\n

Marketing quan h\u1ec7 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 khuy\u1ebfn kh\u00edch vi\u1ec7c gia t\u0103ng s\u1eed d\u1ee5ng, mua s\u1eafm l\u1eb7p l\u1ea1i v\u00e0\/ho\u1eb7c s\u1ef1 trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: H\u00e0nh vi kh\u00e1ch h\u00e0ng, ThS. T\u1ea1 Th\u1ecb H\u1ed3ng H\u1ea1nh, 2009, NXB Tr\u01b0\u1eddng \u0110\u1ea1i h\u1ecdc M\u1edf th\u00e0nh ph\u1ed1 H\u1ed3 Ch\u00ed Minh)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n H\u00e0nh vi mua s\u1eafm l\u1eb7p l\u1ea1i (ti\u1ebfng Anh: Repeated Purchase Behaviour) th\u01b0\u1eddng \u0111\u01b0\u1ee3c hi\u1ec3u nh\u01b0 l\u00e0 s\u1ef1 trung th\u00e0nh v\u1edbi nh\u00e3n hi\u1ec7u c\u1ee7a kh\u00e1ch h\u00e0ng.\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[422],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36263"}],"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=36263"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36263\/revisions"}],"predecessor-version":[{"id":68795,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36263\/revisions\/68795"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36263"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36263"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36263"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}