\u201cLi\u00ean t\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 \u201c b\u1ea5t c\u1ee9 c\u00e1i g\u00ec trong b\u1ed9 nh\u1edb c\u1ee7a kh\u00e1ch h\u00e0ng m\u00e0 \u0111\u01b0\u1ee3c g\u1eafn v\u1edbi th\u01b0\u01a1ng hi\u1ec7u\u201d – (Aeker, 1991)<\/p>\n
B\u1ea1n \u0111\u00e3 bao gi\u1edd t\u1ef1 h\u1ecfi t\u1ea1i sao m\u1ed9t s\u1ed1 th\u01b0\u01a1ng hi\u1ec7u nh\u1ea5t \u0111\u1ecbnh l\u1ea1i xu\u1ea5t hi\u1ec7n trong \u0111\u1ea7u khi ngh\u0129 \u0111\u1ebfn nh\u1eefng t\u1eeb ng\u1eef, \u0111\u1ecba \u0111i\u1ec3m, th\u1eddi \u0111i\u1ec3m c\u1ee5 th\u1ec3 trong n\u0103m ho\u1eb7c th\u1eadm ch\u00ed l\u00e0 con ng\u01b0\u1eddi?<\/strong><\/p>\n \u0110i\u1ec1u \u0111\u00f3 c\u00f3 v\u1ebb t\u1ef1 nhi\u00ean, nh\u01b0ng trong h\u1ea7u h\u1ebft c\u00e1c tr\u01b0\u1eddng h\u1ee3p, \u0111\u00f3 l\u00e0 \u0111i\u1ec1u m\u00e0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 d\u00e0nh nhi\u1ec1u n\u0103m \u0111\u1ec3 thi\u1ebft l\u1eadp th\u00f4ng qua c\u00e1c t\u01b0\u01a1ng t\u00e1c h\u00e0ng ng\u00e0y v\u00e0 nh\u1eefng kho\u1ea3nh kh\u1eafc quan tr\u1ecdng trong cu\u1ed9c s\u1ed1ng c\u1ee7a ch\u00fang ta.<\/p>\n Li\u00ean t\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 nh\u1eefng c\u1ea3m gi\u00e1c, ni\u1ec1m tin, v\u00e0 c\u00e1c hi\u1ec3u bi\u1ebft v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u m\u00e0 kh\u00e1ch h\u00e0ng hay ng\u01b0\u1eddi ti\u00eau d\u00f9ng bi\u1ebft t\u1edbi. S\u1ef1 li\u00ean t\u01b0\u1edfng xu\u1ea5t ph\u00e1t t\u1eeb ch\u00ednh tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3, ph\u00f9 h\u1ee3p v\u00e0 th\u1ed1ng nh\u1ea5t v\u1edbi \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u. Ch\u00fang \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn th\u00f3i quen mua h\u00e0ng c\u1ee7a ch\u00fang ta v\u00e0 gi\u00fap ch\u00fang ta quy\u1ebft \u0111\u1ecbnh \u0111i\u1ec1u g\u00ec l\u00e0m cho th\u01b0\u01a1ng hi\u1ec7u n\u00e0y kh\u00e1c bi\u1ec7t v\u1edbi th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c – ngay c\u1ea3 khi s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 m\u00e0 h\u1ecd cung c\u1ea5p ph\u1ea7n l\u1edbn gi\u1ed1ng nhau.<\/p>\n <\/p>\n C\u00e1c lo\u1ea1i li\u00ean t\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u<\/p>\n – Li\u00ean t\u01b0\u1edfng v\u1ec1 thu\u1ed9c t\u00ednh: Thu\u1ed9c t\u00ednh (attribute) l\u00e0 nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m mang t\u00ednh m\u00f4 t\u1ea3 mang \u0111\u1eb7c tr\u01b0ng cho m\u1ed9t lo\u1ea1i h\u00e0ng h\u00f3a hay d\u1ecbch v\u1ee5, \u0111\u01b0\u1ee3c chia l\u00e0m hai lo\u1ea1i: li\u00ean quan \u0111\u1ebfn s\u1ea3n ph\u1ea9m v\u00e0 kh\u00f4ng li\u00ean quan \u0111\u1ebfn s\u1ea3n ph\u1ea9m. C\u00e1c thu\u1ed9c t\u00ednh li\u00ean quan \u0111\u1ebfn s\u1ea3n ph\u1ea9m l\u00e0 c\u00e1c th\u00e0nh ph\u1ea7n c\u1ea7n thi\u1ebft cho \u0111\u1ec3 th\u1ef1c hi\u1ec7n c\u00e1c ch\u1ee9c n\u0103ng c\u1ee7a s\u1ea3n ph\u1ea9m m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u00ecm ki\u1ebfm li\u00ean quan \u0111\u1ebfn c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m v\u1eadt ch\u1ea5t c\u1ee7a s\u1ea3n ph\u1ea9m hay c\u00e1c y\u00eau c\u1ea7u v\u1edbi d\u1ecbch v\u1ee5. Thu\u1ed9c t\u00ednh kh\u00f4ng ph\u1ea3i s\u1ea3n ph\u1ea9m l\u00e0 c\u00e1c kh\u00eda c\u1ea1nh b\u00ean ngo\u00e0i c\u1ee7a s\u1ea3n ph\u1ea9m nh\u01b0 gi\u00e1 c\u1ea3, bao b\u00ec v\u00e0 h\u00ecnh \u1ea3nh s\u1eed d\u1ee5ng.<\/p>\n – Li\u00ean t\u01b0\u1edfng v\u1ec1 l\u1ee3i \u00edch:<\/strong>\u00a0Nh\u1eefng l\u1ee3i \u00edch li\u00ean k\u1ebft v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c li\u00ean k\u1ebft v\u1edbi l\u00fd do kh\u00e1ch h\u00e0ng mua s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u ho\u1eb7c nh\u1eefng tr\u1ea3i nghi\u1ec7m h\u1ecd c\u00f3 \u0111\u01b0\u1ee3c khi s\u1eed d\u1ee5ng ch\u00fang. Ch\u00fang c\u0169ng c\u00f3 th\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi c\u00e1c gi\u00e1 tr\u1ecb c\u00e1 nh\u00e2n c\u1ee7a kh\u00e1ch h\u00e0ng b\u1eb1ng c\u00e1ch \u0111\u00f3ng g\u00f3p cho c\u00e1c ho\u1ea1t \u0111\u1ed9ng x\u00e3 h\u1ed9i. V\u00ed d\u1ee5 nh\u01b0 Warby Parker cam k\u1ebft t\u1eb7ng m\u1ed9t c\u1eb7p k\u00ednh cho tr\u1ebb em v\u00e0 nh\u1eefng ng\u01b0\u1eddi c\u1ea7n mua m\u1ed7i c\u1eb7p k\u00ednh l\u00e0 nh\u1eefng minh h\u1ecda v\u1ec1 c\u00e1ch l\u1ef1a ch\u1ecdn th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd gi\u00fap b\u1ea1n bi\u1ebfn th\u1ebf gi\u1edbi tr\u1edf n\u00ean t\u1ed1t \u0111\u1eb9p h\u01a1n.<\/p>\n – Li\u00ean t\u01b0\u1edfng v\u1ec1 th\u00e1i \u0111\u1ed9: Th\u00e1i \u0111\u1ed9 \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u v\u00f4 c\u00f9ng quan tr\u1ecdng b\u1edfi ch\u00fang \u0111\u1eb7t c\u01a1 s\u1edf cho h\u00e0nh vi l\u1ef1a ch\u1ecdn th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Th\u00e1i \u0111\u1ed9 m\u00e0 ch\u00fang ta c\u00f3 \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t li\u00ean k\u1ebft tr\u1ef1c ti\u1ebfp ho\u1eb7c r\u1ea5t tr\u1eebu t\u01b0\u1ee3ng. Ch\u00fang c\u00f3 th\u1ec3 t\u1ea1o ra c\u1ea3m gi\u00e1c v\u00e0 c\u1ea3m x\u00fac, ch\u1eb3ng h\u1ea1n nh\u01b0 h\u1ea1nh ph\u00fac ho\u1eb7c n\u1ed7i nh\u1edb, ho\u1eb7c c\u00f3 li\u00ean quan \u0111\u1ebfn l\u1ed1i s\u1ed1ng c\u1ee5 th\u1ec3, nh\u01b0 th\u1ec3 thao ho\u1eb7c xa x\u1ec9.\u00a0B\u00e1m s\u00e1t ch\u1ee7 \u0111\u1ec1 ho\u00e0i c\u1ed5, nh\u1eefng qu\u1ea3ng c\u00e1o c\u1ee7a Microsoft t\u1eeb n\u0103m 2013 minh h\u1ecda c\u00e1ch c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 g\u1ee3i nh\u1edb qu\u00e1 kh\u1ee9 th\u00f4ng qua tr\u1ea3i nghi\u1ec7m, xu h\u01b0\u1edbng v\u00e0 \u0111\u1ed1i t\u01b0\u1ee3ng, sau \u0111\u00f3 g\u1eafn \u0111i\u1ec1u n\u00e0y tr\u1edf l\u1ea1i c\u00e2u chuy\u1ec7n c\u1ee7a ch\u00ednh c\u00f4ng ty h\u1ecd. T\u00ecm c\u00e1ch li\u00ean k\u1ebft c\u00e1c y\u1ebfu t\u1ed1 quen thu\u1ed9c, d\u1ec5 nh\u1eadn bi\u1ebft c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi c\u00e1c gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n l\u00e0 m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 \u0111\u1ec3 th\u00fac \u0111\u1ea9y k\u1ebft n\u1ed1i.\u200b<\/p>\n C\u00e1ch c\u00e1c th\u01b0\u01a1ng hi\u1ec7u h\u00e0ng \u0111\u1ea7u th\u1ebf gi\u1edbi lu\u00f4n gi\u1eef v\u1ecb tr\u00ed trung t\u00e2m<\/p>\n \u0110\u1ed1i v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u \u0111ang chi\u1ebfn \u0111\u1ea5u \u0111\u1ec3 tr\u1edf th\u00e0nh t\u00ean tu\u1ed5i h\u00e0ng \u0111\u1ea7u tr\u00ean th\u1ecb tr\u01b0\u1eddng c\u1ee7a h\u1ecd, vi\u1ec7c thi\u1ebft l\u1eadp v\u00e0 duy tr\u00ec c\u00e1c li\u00ean t\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u t\u00edch c\u1ef1c l\u00e0 r\u1ea5t quan tr\u1ecdng.<\/p>\n <\/p>\n Coca cola<\/strong><\/em><\/p>\n – Kho\u1ea3nh kh\u1eafc vui v\u1ebb, h\u1ea1nh ph\u00fac<\/p>\n – B\u00ean c\u1ea1nh ng\u01b0\u1eddi th\u00e2n, b\u1ea1n b\u00e8<\/p>\n – Th\u1ec3 thao v\u00e0 gi\u1ea3i tr\u00ed<\/p>\n Coca cola l\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 c\u1ea3m gi\u00e1c v\u01b0\u1ee3t th\u1eddi gian khi g\u1ee3i l\u00ean n\u1ed7i nh\u1edb b\u1eb1ng nh\u1eefng chai thu\u1ef7 tinh mang t\u00ednh bi\u1ec3u t\u01b0\u1ee3ng c\u1ee7a m\u00ecnh. Nh\u1eefng li\u00ean t\u01b0\u1edfng t\u00edch c\u1ef1c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u khi\u1ebfn Coca-Cola d\u01b0\u1eddng nh\u01b0 l\u00e0 th\u01b0\u01a1ng h\u1ec7u g\u1eafn li\u1ec1n v\u1edbi s\u1ef1 chia s\u1ebb ni\u1ec1m vui v\u00e0 h\u1ea1nh ph\u00fac. NG\u01b0\u1eddit i\u00eau d\u00f9ng c\u00f3 th\u1ec3 t\u00ecm th\u1ea5y Coca-Cola m\u00e0u \u0111\u1ecf t\u01b0\u01a1i t\u1ea1i c\u00e1c khu ngh\u1ec9 m\u00e1t, s\u1ef1 ki\u1ec7n th\u1ec3 thao v\u00e0 g\u1eafn li\u1ec1n v\u1edbi c\u00e1c nh\u00e2n v\u1eadt \u0111\u01b0\u1ee3c y\u00eau m\u1ebfn nh\u01b0 \u00f4ng gi\u00e0 Noel. B\u1eb1ng c\u00e1ch \u0103n s\u00e2u v\u00e0o nh\u1eefng tr\u1ea3i nghi\u1ec7m t\u00edch c\u1ef1c n\u00e0y, th\u01b0\u01a1ng hi\u1ec7u s\u1ebd khi\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng ti\u1ebfp c\u1eadn v\u1edbi s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh trong th\u1eddi \u0111i\u1ec3m t\u1ed1t v\u00e0 x\u1ea5u \u0111\u1ec3 kh\u01a1i g\u1ee3i l\u1ea1i nh\u1eefng k\u1ef7 ni\u1ec7m kh\u00f3 phai m\u1edd.<\/p>\n – C\u00f4ng ngh\u1ec7 ti\u00ean ti\u1ebfn<\/p>\n – D\u1eabn \u0111\u1ea7u xu h\u01b0\u1edbng<\/p>\n Apple kh\u00f4ng ch\u1ec9 thu h\u00fat \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng m\u00e0 c\u00f2n thu h\u00fat \u0111\u01b0\u1ee3c nhi\u1ec1u ng\u01b0\u1eddi theo d\u00f5i. Kh\u00f4ng th\u1ec3 ph\u1ee7 nh\u1eadn r\u1eb1ng c\u00e1c s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd mang t\u00ednh c\u00e1ch m\u1ea1ng v\u00e0 \u0111i\u1ec1u n\u00e0y \u0111\u01b0\u1ee3c khu\u1ebfch \u0111\u1ea1i b\u1edfi s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u:<\/p>\n – Thi\u1ebft k\u1ebf \u0111\u1eb9p m\u1eaft c\u1ee7a bao b\u00ec v\u00e0 c\u00e1ch tr\u00ecnh b\u00e0y s\u1ea3n ph\u1ea9m l\u00e0m cho d\u00f2ng s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd \u0111em l\u1ea1i c\u1ea3m gi\u00e1c ti\u00ean ti\u1ebfn v\u00e0 cao c\u1ea5p<\/p>\n – S\u1ef1 ki\u1ec7n ra m\u1eaft s\u1ea3n ph\u1ea9m c\u1ee7a Apple l\u00e0 s\u1ef1 ki\u1ec7n \u0111\u1eb7c bi\u1ec7t m\u00e0 th\u01b0\u01a1ng hi\u1ec7u lu\u00f4n c\u00f4ng b\u1ed1 v\u00e0 ph\u00e2n t\u00edch c\u00e1c c\u1ea3i ti\u1ebfn n\u1ed5i b\u1eadt, khi\u1ebfn h\u1ecd tr\u1edf th\u00e0nh ng\u01b0\u1eddi thay \u0111\u1ed5i cu\u1ed9c ch\u01a1i th\u1ef1c s\u1ef1.<\/p>\n – M\u1ed1i quan h\u1ec7 c\u1ee7a h\u1ecd v\u1edbi nh\u1eefng nh\u00e0 \u0111\u1ed5i m\u1edbi mang t\u00ednh bi\u1ec3u t\u01b0\u1ee3ng nh\u01b0 Aardman Animations trong lo\u1ea1t phim \u201cPh\u00eda sau m\u00e1y Mac\u201d g\u1eafn th\u01b0\u01a1ng hi\u1ec7u v\u00e0 s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd v\u1edbi nh\u1eefng ng\u01b0\u1eddi \u0111\u00e3 chuy\u1ec3n \u0111\u1ed5i ng\u00e0nh c\u1ee7a h\u1ecd.<\/p>\n \u0110\u00e2y ch\u1ec9 l\u00e0 m\u1ed9t s\u1ed1 trong nhi\u1ec1u c\u00e1ch m\u00e0 Apple ti\u1ebfp t\u1ee5c x\u00e2y d\u1ef1ng m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u huy\u1ec1n tho\u1ea1i ngang b\u1eb1ng v\u1edbi b\u1ea3n ch\u1ea5t c\u00e1ch m\u1ea1ng trong s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd.<\/p>\n <\/p>\n Nike<\/strong><\/em><\/p>\n – Th\u1ec3 thao chuy\u00ean nghi\u1ec7p<\/p>\n – Ch\u0103m ch\u1ec9 v\u00e0 quy\u1ebft t\u00e2m<\/p>\n – Ph\u00e1 b\u1ecf c\u00e1c ranh gi\u1edbi<\/p>\n Nike t\u1eeb l\u00e2u \u0111\u00e3 g\u1eafn li\u1ec1n v\u1edbi nh\u1eefng v\u1eadn \u0111\u1ed9ng vi\u00ean xu\u1ea5t s\u1eafc v\u00e0 n\u1ed5i ti\u1ebfng nh\u1ea5t tr\u00ean th\u1ebf gi\u1edbi. C\u00e1c \u0111\u1ea1i s\u1ee9 trong qu\u00e1 kh\u1ee9 v\u00e0 hi\u1ec7n t\u1ea1i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u c\u00f3 nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m t\u00ednh c\u00e1ch t\u01b0\u01a1ng t\u1ef1 ph\u00f9 h\u1ee3p v\u1edbi ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u: tham v\u1ecdng, s\u1ef1 c\u1ed1ng hi\u1ebfn v\u00e0 \u0111\u1ed9ng l\u1ef1c kh\u00f4ng ng\u1eebng \u0111\u1ec3 tr\u1edf th\u00e0nh ng\u01b0\u1eddi gi\u1ecfi nh\u1ea5t.<\/p>\n – N\u01a1i \u0111\u1ec3 giao l\u01b0u<\/p>\n – \u1ee8ng x\u1eed th\u00e2n t\u00ecnh<\/p>\n – Th\u01b0\u01a1ng hi\u1ec7u mang t\u00ednh chia s\u1ebb, t\u01b0\u01a1ng t\u00e1c<\/p>\n Khi ngh\u0129 \u0111\u1ebfn Starbucks, ngo\u00e0i vi\u1ec7c nh\u1edb \u0111\u1ebfn n\u00e0ng ti\u00ean c\u00e1 mang t\u00ednh bi\u1ec3u t\u01b0\u1ee3ng tr\u00ean logo th\u00ec kh\u00e1ch h\u00e0ng c\u00f2n \u0111\u1eb7c bi\u1ec7t \u1ea5n t\u01b0\u1ee3ng v\u1edbi vi\u1ec7c Starbucks vi\u1ebft t\u00ean h\u1ecd l\u00ean c\u1ed1c. M\u1eb7c d\u00f9 b\u1ec1 ngo\u00e0i \u0111i\u1ec1u \u0111\u00f3 c\u00f3 th\u1ec3 kh\u00f4ng ph\u1ea3i l\u00e0 vi\u1ec7c g\u00ec to t\u00e1t, nh\u01b0ng \u0111i\u1ec1u n\u00e0y \u0111\u00e3 khuy\u1ebfn kh\u00edch m\u1ecdi ng\u01b0\u1eddi chia s\u1ebb t\u00e1ch c\u00e0 ph\u00ea mang th\u01b0\u01a1ng hi\u1ec7u c\u00e1 nh\u00e2n c\u1ee7a h\u1ecd tr\u00ean c\u00e1c k\u00eanh x\u00e3 h\u1ed9i. S\u1ef1 t\u01b0\u01a1ng t\u00e1c nh\u1ecf n\u00e0y c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u00e3 nhanh ch\u00f3ng bi\u1ebfn Starbucks tr\u1edf th\u00e0nh m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 \u1ea3nh h\u01b0\u1edfng n\u1ed5i b\u1eadt tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng nh\u01b0 Instagram v\u00e0 h\u1ecd ti\u1ebfp t\u1ee5c k\u1ebft n\u1ed1i v\u1edbi h\u00e0ng tri\u1ec7u ng\u01b0\u1eddi tr\u00ean to\u00e0n c\u1ea7u.<\/p>\n <\/p>\n Gi\u00e1 tr\u1ecb c\u1ee7a li\u00ean k\u1ebft th\u01b0\u01a1ng hi\u1ec7u<\/p>\n Li\u00ean k\u1ebft th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3ng vai tr\u00f2 nh\u01b0 m\u1ed9t c\u00f4ng c\u1ee5 thu th\u1eadp th\u00f4ng tin \u0111\u1ec3 th\u1ef1c hi\u1ec7n s\u1ef1 kh\u00e1c bi\u1ec7t h\u00f3a th\u01b0\u01a1ng hi\u1ec7u v\u00e0 m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u (Osselaer & Janiszewski, 2001). S\u1ef1 li\u00ean k\u1ebft th\u01b0\u01a1ng hi\u1ec7u l\u00e0 y\u1ebfu t\u1ed1 then ch\u1ed1t th\u00fac \u0111\u1ea9y s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u v\u00ec n\u00f3 t\u1ea1o ra s\u1ef1 trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 hi\u1ec7u qu\u1ea3 c\u1ee7a vi\u1ec7c truy\u1ec1n mi\u1ec7ng th\u01b0\u01a1ng hi\u1ec7u, thi\u1ebft l\u1eadp m\u1ed1i quan h\u1ec7 th\u01b0\u01a1ng hi\u1ec7u gi\u1eefa th\u01b0\u01a1ng hi\u1ec7u v\u00e0 kh\u00e1ch h\u00e0ng. C\u00e1c li\u00ean t\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 kh\u00e1c nhau v\u1ec1 m\u1ee9c \u0111\u1ed9 \u01b0a th\u00edch. S\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c hay k\u1ebf ho\u1ea1ch marketing \u0111\u01b0\u1ee3c ph\u1ea3n \u00e1nh \u1edf vi\u1ec7c t\u1ea1o ra c\u00e1c li\u00ean t\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u \u01b0a th\u00edch<\/p>\n V\u1eady l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 b\u1eaft x\u00e2y d\u1ef1ng li\u00ean k\u1ebft th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh m\u1ebd h\u01a1n?<\/p>\n N\u1ebfu vi\u1ec7c x\u00e2y d\u1ef1ng c\u00e1c li\u00ean k\u1ebft th\u01b0\u01a1ng hi\u1ec7u t\u00edch c\u1ef1c ch\u01b0a ph\u1ea3i l\u00e0 m\u1ed9t ph\u1ea7n trong chi\u1ebfn l\u01b0\u1ee3c hi\u1ec7n t\u1ea1i c\u1ee7a b\u1ea1n, th\u00ec nh\u1eefng th\u00e0nh qu\u1ea3 quan tr\u1ecdng n\u00e0y s\u1ebd gi\u00fap b\u1ea1n tr\u1edf l\u1ea1i \u0111\u00fang h\u01b0\u1edbng.<\/p>\n <\/p>\n M\u1ed9t b\u1ea3n \u0111\u1ed3 li\u00ean k\u1ebft th\u01b0\u01a1ng hi\u1ec7u s\u1ebd gi\u00fap b\u1ea1n ph\u00e2n t\u00edch c\u00e1c li\u00ean t\u01b0\u1edfng t\u00edch c\u1ef1c v\u00e0 ti\u00eau c\u1ef1c m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng hi\u1ec7n c\u00f3 \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n. N\u00f3 s\u1ebd cho b\u1ea1n th\u1ea5y b\u1ea1n n\u1ed5i b\u1eadt \u1edf \u0111i\u1ec3m n\u00e0o so v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh v\u00e0 \u0111i\u1ec1u g\u00ec khi\u1ebfn kh\u00e1ch h\u00e0ng ch\u1ecdn s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n.<\/p>\n B\u1ea1n c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng th\u00f4ng tin n\u00e0y \u0111\u1ec3 t\u1eadp trung v\u00e0o c\u00e1c l\u0129nh v\u1ef1c m\u00e0 b\u1ea1n c\u00f3 th\u1ec3 truy\u1ec1n t\u1ea3i \u00fd ngh\u0129a m\u1edbi, t\u1ea1o s\u1ef1 t\u01b0\u01a1ng t\u00e1c v\u00e0 t\u1ea1o k\u1ebft n\u1ed1i. C\u00e1c l\u0129nh v\u1ef1c b\u1ea1n ch\u1ecdn \u0111\u1ec3 thi\u1ebft l\u1eadp sau \u0111\u00f3 s\u1ebd cung c\u1ea5p th\u00f4ng tin v\u1ec1 c\u00e1ch b\u1ea1n \u0111\u1ecbnh h\u00ecnh chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb c\u1ee7a m\u00ecnh cho t\u01b0\u01a1ng lai v\u00e0 c\u00e1ch n\u1ed9i dung c\u1ee7a b\u1ea1n \u0111\u01b0\u1ee3c ph\u00e2n ph\u1ed1i trong ph\u1ea1m vi n\u00e0y.<\/p>\n <\/p>\n Khi m\u1ecdi ng\u01b0\u1eddi t\u00ecm ki\u1ebfm th\u1ee9 g\u00ec \u0111\u00f3 tr\u00ean Google, h\u1ecd th\u01b0\u1eddng s\u1ebd th\u1eed k\u1ebft h\u1ee3p c\u00e1c thu\u1eadt ng\u1eef ho\u1eb7c c\u1ee5m t\u1eeb. D\u1eef li\u1ec7u \u2018\u0111\u1ed3ng t\u00ecm ki\u1ebfm\u2019 n\u00e0y c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch \u0111\u1ec3 t\u00ecm ra c\u00e1c k\u1ebft n\u1ed1i tinh th\u1ea7n m\u00e0 m\u1ecdi ng\u01b0\u1eddi \u0111ang t\u1ea1o ra d\u1ef1a tr\u00ean c\u00e1c ch\u1ee7 \u0111\u1ec1, s\u1ea3n ph\u1ea9m, gi\u1ea3i ph\u00e1p v\u00e0 h\u01a1n th\u1ebf n\u1eefa.<\/p>\n Ngo\u00e0i ra, vi\u1ec7c \u0111\u1ea7u t\u01b0 v\u00e0o c\u00e1c c\u00f4ng c\u1ee5 Social Listening \u00e1p d\u1ee5ng c\u00e1c nguy\u00ean t\u1eafc gi\u1ed1ng nh\u01b0 d\u1eef li\u1ec7u \u0111\u1ed3ng t\u00ecm ki\u1ebfm. B\u1eb1ng c\u00e1ch n\u1eafm b\u1eaft nh\u1ecbp \u0111\u1eadp c\u1ee7a nh\u1eefng g\u00ec \u0111ang di\u1ec5n ra tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i, b\u1ea1n c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng \u00fd th\u1ee9c m\u1ea1nh m\u1ebd v\u1ec1 nh\u1eefng g\u00ec m\u1ecdi ng\u01b0\u1eddi \u0111ang li\u00ean k\u1ebft th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n v\u00e0 c\u00e1c ch\u1ee7 \u0111\u1ec1 n\u00f3ng m\u00e0 b\u1ea1n c\u00f3 th\u1ec3 khai th\u00e1c cho n\u1ed9i dung s\u1eafp t\u1edbi.<\/p>\n <\/p>\n Cho d\u00f9 l\u00e0 \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng hay t\u00e0i s\u1ea3n th\u01b0\u01a1ng hi\u1ec7u, th\u00ec vi\u1ec7c duy tr\u00ec s\u1ef1 nh\u1ea5t qu\u00e1n l\u00e0 \u0111i\u1ec1u quan tr\u1ecdng \u0111\u1ec3 duy tr\u00ec s\u1ef1 mong \u0111\u1ee3i c\u1ee7a kh\u00e1ch h\u00e0ng. Khi ni\u1ec1m tin v\u00e0o th\u01b0\u01a1ng hi\u1ec7u \u1edf m\u1ee9c th\u1ea5p, nh\u1eefng k\u00fd \u1ee9c ti\u00eau c\u1ef1c c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng xu\u1ea5t hi\u1ec7n h\u01a1n khi s\u1ef1 li\u00ean k\u1ebft m\u1ea1nh m\u1ebd h\u01a1n.<\/p>\n C\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u0169ng c\u1ea7n thi\u1ebft ph\u1ea3i ph\u1ea3n \u1ee9ng v\u1edbi nh\u1eefng g\u00ec \u0111ang di\u1ec5n ra tr\u00ean th\u1ebf gi\u1edbi. Tuy nhi\u00ean, vi\u1ec7c c\u1ed1 g\u1eafng n\u00e2ng cao nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u th\u00f4ng qua c\u00e1c ch\u1ee7 \u0111\u1ec1 th\u1ecbnh h\u00e0nh m\u00e0 kh\u00f4ng \u0111\u01b0a ra gi\u1ea3i ph\u00e1p ho\u1eb7c l\u1eadp tr\u01b0\u1eddng \u0111\u00fang \u0111\u1eafn th\u00ec th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n r\u1ea5t c\u00f3 nguy c\u01a1 b\u1ecb ng\u01b0\u1eddi ti\u00eau d\u00f9ng ‘g\u1ecdi t\u00ean’ tr\u00ean ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i.<\/p>\n X\u00e2y d\u1ef1ng c\u00e1c li\u00ean k\u1ebft t\u00edch c\u1ef1c ti\u1ebfp c\u1eadn tr\u00e1i tim v\u00e0 t\u00e2m tr\u00ed c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0 m\u1ed9t qu\u00e1 tr\u00ecnh li\u00ean t\u1ee5c v\u00e0 \u0111\u00f2i h\u1ecfi nh\u1eefng k\u1ef9 thu\u1eadt marketing – truy\u1ec1n th\u00f4ng m\u1ea1nh m\u1ebd v\u00e0 kh\u00e9o l\u00e9o nh\u1ea5t.<\/p>\n V\u1edbi s\u1ef1 hi\u1ec3u bi\u1ebft v\u1eefng ch\u1eafc v\u1ec1 nh\u1eefng g\u00ec ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00e3 li\u00ean k\u1ebft v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n v\u00e0 t\u1eadp trung r\u00f5 r\u00e0ng v\u00e0o n\u01a1i b\u1ea1n c\u1ea7n l\u00e0m n\u1ed5i b\u1eadt so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh, b\u1ea1n c\u00f3 th\u1ec3 khai th\u00e1c b\u1ea3n ch\u1ea5t con ng\u01b0\u1eddi, t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn h\u00e0nh vi v\u00e0 x\u00e2y d\u1ef1ng b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u lu\u00f4n l\u00e0 trung t\u00e2m.<\/p>\n","protected":false},"excerpt":{"rendered":" \u201cLi\u00ean t\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 \u201c b\u1ea5t c\u1ee9 c\u00e1i g\u00ec trong b\u1ed9 nh\u1edb c\u1ee7a kh\u00e1ch h\u00e0ng m\u00e0 \u0111\u01b0\u1ee3c g\u1eafn v\u1edbi th\u01b0\u01a1ng hi\u1ec7u\u201d – (Aeker, 1991) B\u1ea1n \u0111\u00e3 bao gi\u1edd t\u1ef1 h\u1ecfi t\u1ea1i sao m\u1ed9t s\u1ed1 th\u01b0\u01a1ng hi\u1ec7u nh\u1ea5t \u0111\u1ecbnh l\u1ea1i xu\u1ea5t hi\u1ec7n trong \u0111\u1ea7u khi ngh\u0129 \u0111\u1ebfn nh\u1eefng t\u1eeb ng\u1eef, \u0111\u1ecba \u0111i\u1ec3m, th\u1eddi \u0111i\u1ec3m c\u1ee5 […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[238],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5790"}],"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=5790"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5790\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=5790"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=5790"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=5790"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\n
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