TÁC ĐỘNG CỦA NGŨ QUAN LÊN CHẤT LƯỢNG CẢM NHẬN CỦA KHÁCH HÀNG NGÀNH F&B
Tập 131 Số 5A (2022), Nghiên cứu
Tập 131 Số 5A (2022)

TÁC ĐỘNG CỦA NGŨ QUAN LÊN CHẤT LƯỢNG CẢM NHẬN CỦA KHÁCH HÀNG NGÀNH F&B

Nghiên cứu
https://doi.org/10.26459/hueunijed.v131i5A.6689
Đã xuất bản 2022-05-30
Nguyễn Hồng Quân
Trường Đại học Ngoại thương, 91 Chùa Láng, Đống Đa, Hà Nội, Việt Nam
Nguyễn Thùy Linh
Trường Đại học Ngoại thương, 91 Chùa Láng, Đống Đa, Hà Nội, Việt Nam
Trần Lê Thu Thảo
Trường Đại học Ngoại thương, 91 Chùa Láng, Đống Đa, Hà Nội, Việt Nam
Hoàng Thị Hồng Thơm
Nguyễn Thị Thu An
Trường Đại học Ngoại thương, 91 Chùa Láng, Đống Đa, Hà Nội, Việt Nam
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Từ khóa

perceive quality
sensory experience
sensory marketing
F&B service chất lượng cảm nhận
trải nghiệm đa giác quan
marketing đa giác quan
dịch vụ F&B

Tóm tắt

Bài báo nghiên cứu ảnh hưởng của ngũ quan lên chất lượng cảm nhận của khách hàng khi trải nghiệm trực tiếp dịch vụ tại các cửa hàng F&B, từ đó đóng góp vào lý thuyết về hành vi khách hàng và chất lượng cảm nhận. Dữ liệu được thu trên 446 mẫu ngẫu nhiên từ hơn 30 cửa hàng F&B tại Việt Nam, từ đó, nhóm tác giả thực hiện thống kê, xử lý bằng phần mềm SPSS, phân tích hệ số tin cậy Cronbach’s alpha, phân tích nhân tố khám phá EFA, phân tích nhân tố khẳng định CFA và mô hình hồi quy tuyến tính. Kết quả kiểm định cho thấy cả năm yếu tố thị giác, thính giác, khứu giác, vị giác và xúc giác đều tác động lên chất lượng cảm nhận của khách hàng. Bên cạnh đó, hai yếu tố nhân khẩu học là tuổi tác và giới tính cũng góp phần tạo nên sự khác biệt trong chất lượng dịch vụ cảm nhận khi khách hàng trải nghiệm tại các cửa hàng F&B.

https://doi.org/10.26459/hueunijed.v131i5A.6689
PDF

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