B O I HC KINH T TP. HCM  TRN NG NG C HINH MUA LI SN PH HIU DELL TI VIT NAM LU Tp.H   B O I HC KINH T TP. HCM  TRN NG NG C HINH MUA LI SN PH U DELL TI VIT NAM LU  : Qun Tr Kinh Doanh  : 60340102   Tp. H   L           ng c   n nh mua li sn phu DELL ti Vit Namc hin.  liu u tra, kt qu ng c  trong bt k  m v nc c  . i thc hin lu Trn Ng MC LC Trang ph  L Mc lc Danh m vit tt Danh mng Danh m th t lu  1  1  5  5 u 6  6  7 CH T 9 2.1. Gii thiu 9  9 u 10 u 12  u 12 n cu 13 n tiu. 16  18 2.5.1. Mi quan h giu 19 2.5.2. Mi quan h gihinh mua li 20 2.6. Gi thuyu 21  U 25 3.1. Gii thiu 25 u 25 3.3.  26  26  26 3.4.  31  31  liu 32  36 3.5.1. 36  38  38 T QU U 39 4.1. Gii thiu 39  mu kh 39 4.3. Kt qu  tin c 40 4.4. Kt qu   41  u. 41 u 43 nh mua li 43  44  44 4.5.2. 44 ng c  u. 46 ng cnh mua li 49 n kt qu i qui th nht 52 4.7. n kt qu i qui th hai 57   59 4.8.1. Gi 59  tui 60 4.8.3. Thu nhp. 61 4.8.4. Ngh nghip 62 4.8.5.  66 4.8.6. ng c 69 : KIN NGH T LUN 70 5.1. Gii thiu 70 n ngh cho doanh nghip 70 n ngh nhm ci thinh mua li. 70 5.2.2. Kin ngh dt qu  ng c  tui, thu nhp, ngh nghi hc vn 74 t lun 75 5.4. Hn ch c u tip theo 77 u tham kho Ph lc DANH MC  VIT TT ฀ ANOVA :  EFA :   GIOITINH : Gi HOCVAN :  hc vn IDC : T liu quc t KMO : H s Kaiser  Mayer  Olkin LTTH : u Mean :   MTXT :  NGHENGHIEP : Ngh nghip ho Sig : M TCTH : u THUNHAP : Thu nhp  Tp.HCM :  H  VIF : H s   :  DANH MBNG ฀ Trang  : Th phn ca       tay ti th ng Vit Nam t  2010  2012 2 Bng 3.1 : . 37 Bng 3.2 : Thang  38 Bng 3.3 : nh mua li  38 Bng 4.1 : Kt qu   tin cy ng h s  Alpha 40 Bng 4.2 : Kt qu  t  (EFA) i vi  t u.. 42 Bng 4.3 : Kt qu i vi  u 43 Bng 4.4 : Kt qu i vi  nh mua l 43 Bng 4.5 : bi. 44 Bng 4.6 : Ma trn h s quan gi 45 Bng 4.7 : Bnh hng ca cc nhn t tnh cch thng hiu n nhn t  46 Bng 4.8 : Bng phn tch ANOVA v nh hng ca cc nhn t  u n nhn t u 46 Bng 4.9 : Bt kt qu hi qui v nh hng ca cc nhn t tnh cch thng hiu n nhn t lng tin thng hiu    47 Bng 4.10 : B     nh hng ca   lng tin thng hiu n nhn t  nh mua li 49 Bng 4.11 : Bng phn tch ANOVA v nh hng ca nhn t lng tin thng hiu n nhn t  nh mua li 49 Bng 4.12 : Bt kt qu hi qui v nh hng ca nhn t lng tin thng hiu n nhn t  nh mua li 50 Bng 4.13 : Mc ngh tc ng ca  tnh cch thng hiu n  ng hiu 52 Bng 4.14 :   ca  tnh cch thng hiu 53 Bng 4.15 :     nh mua l 57 Bng 4.16 : Kt qu kinh T-test v s ng ca gii tnh n nh mua li  60 Bng 4.17 : Kt qu kim nh ANOVA v s nh hng ca  tui n nh mua li  60 Bng 4.18 : Kt qu kinh ANOVA v s ng ca thu nhp nh mua li  61 Bng 4.19 : Kt qu kim nh hu ANOVA v s ng ca nhp n  nh mua li   61 Bng 4.20 : Kt qu kim nh ANOVA v s nh hng ca ngh nghip n nh mua li. 63 Bng 4.21 : Kt qu kim nh hu ANOVA v s ng ca ngh nghi  64 Bng 4.22 : Kt qu kim nh hu ANOVA v s ng ca ngh nghin  nh mua li  65 Bng 4.23 : Kt qu kim nh ANOVA v s nh hng ca  hc vn n nh mua li  67 Bng 4.24 : Kt qu kim nh hu ANOVA v s ng ca trnh  hc vn n lng tin thng hiu 67 Bng 4.25 : Kt qu kim nh hu ANOVA v s ng ca trnh  hc vn n nh mua li  68 Bng 4.26 : Tng hp kt qu kim nh T-test, ANOVA  69 DANH M TH ฀ Trang  : n c 14  : Ngun t. 16  :  xu 24  : u 25  : Biu  (Scatterplot) i qui th nht. 48  : Bi i chun phi qui th nht 49  : Bi P-P plot i qui th nht  49  : Biu  (Scatterplot) i qui th 2 51  : Bi i chun phi qui th 2 52  : Bi P-P plot i qui th 2  52 7 :  th th hi   54 8 :  th th hi u nh mua li  58 .9 :  th th hin ng ca thu nhnh mua li. 62 10 :  th th hin ng ca ngh nghi hiu 65 11 :  th th hin  ng ca ngh nghip n  nh mua l  66 12 :  th th hin  ng ca hc vn n    hiu.  68 13 :  th th hin ng ca hc vn n nh mua l 69 [...]... ng c nh mua l i i v i s n ph nh u Dell xu nt ic nh n ch c a uv ng c nh mua l i c i th ng Vi t Nam ng m ng c ng c a u nh mua l i c ng d nh cv nh mua l i c i quan h gi iv iv l ic c g m 7 bi l n bi nc th t, s n c, s tinh t c u phong tr n, bi n ph thu nh mua l i c ti v i nh nh mua n th ng v c nh m hi u ch nh l i u ch nh l u cho p v i th gi u h th c cc a u, ti ki c ti u D li th p b ng b iv tay Dell t i... nh mua l i c a i v i s n ph u Dell t i th Nam T nh ng k t qu ng Vi t ki n ngh qu n tr c a Dell v i mong mu p nt iv nh n nh m u nh mua l i s n ph m K mua l i s n ph i kh (Li & ctg, 2009), nh i s n ph ell , c i thi n th ph n t i th , mm i 1984) khi l 6 l n so v gi l i m t -5- 1.2 ng ng u c th c a : u nh ng c nh mua l i c iv i s n ph m ng m ng c a u n ng c a mua l i c nh i v i s n ph u Dell c a mc nh mua. .. marketing c ti n ng c u ng c a l ic ng nh mua i v i s n ph m u Dell So at tu i, thu nh c ngh xu t ki n n tr c a Dell nh nh mua l i c i v i s n ph m Dell c n p 1.6 th c hi n m c thi t k in Gi i thi u t ng quan v t ng quan v th nh t Nam, nt ic p thi t c a t , m m c ti n c t Trong c y nv u, u t ng nh mua l i c u m i quan h gi a u, m i quan h gi iv uv th u, nh mua l i c m c a s n ph ng gi thuy t , nh u... hi ng c c ng c nh mua l i c a nh mua l i d gi mc tu i, thu nh p, ngh nghi n ngh t lu n s d t qu h c v n n ngh u c c bi ng k t lu u ti p theo ih n tr c a Dell Trong xu t -9- 2 T 2.1 Gi i thi u ng quan v th tru Vi t t hi n t i c a Dell t i th c u ng Vi t Nam ng v t u ra, y cv u, c ti n c s c mv u nh mua l i c u, u v m i quan h gi a u, gi mua l i c t nh thi c u 2.2 , (Li & ctg, 2009) nh mua l i (Repurchase... nh ch m hi t i th i c a Dell n nay, gi i ts uv s ng c a Ch ng h u nh u (Aaker, 1996; Kim & ctg, 2001; Wadheed & Yadav, 2007; Farhat & Khan, 2011 ph m c nh mua s n u (Freling & Forbes, 2005; u (Louis & Lombart, 2010; Choi & ctg, 2011) uv i Vi t Nam, nh ng t h n ch c ng nh ng ng c c bi mc am u c th nh mua l i c nh T nh ng c i nt ic ch nh quy u u DELL t i th m c a nh mua l i n nh mua l i s n ph m ng Vi... p, h c v n xu nh mua l i c s n ph iv i u Dell d mc a 1.3 u: ng c a u n nh mua l i s n ph ng kh :C tay u Dell Ph u: s d ng s n ph m c th c hi n t i th ng Vi t Nam -6- 1.4 u c u c th c hi c th c hi n c c th c hi ng N cs d u ch nh l t ng quan v c u n ph ng v n xu v i nh ng u n th Sa trong hi u ch nh l th ng MTXT t i Vi pv i ti ng M u trong c ch n b ng: , nm cs d t ng m ng c a ng c a nh mua l i c i v i... (Repurchase Intention) l i s n ph m, ho c d ch v 2001) c am t c u nh mua l i i v i s n ph m c n kh d ng d ng (Boonlertvanich, h thi m tm i th c nh tranh, trung gian gi c c xem t h (Zeithaml & ctg, 1996) K nh mua l i s n ph m c a m mua s n ph m c tm tl t s mua s n ph m c a - 10 - Khi s n ph m c a m i nhi u l n d ng ho c mua l i v i m c xem u ts c a nh mua l u r t nhi s m quan tr c marketing 2.3 u Trong marketing... kh t quan tr ng trong m i quan h mua s n ph m, d ch v nh mua l i Ch ng h n, nh r d n - 21 - (attitudinal loyalty) c hi n m iv u Sahin & ctg u th c nghi m v s ng c a s cam k u v i Th hi n o u, nh mua l i c ch ng minh i c r ng nh iv l i s n ph m c iv ng c iv & Ghaedi (2012) nh mua l i c c hi n m ng t , Mosavi uv n tho i di c r ng l iv hi nh mua l i c ts hi th c ng c nh mua l i c a kh Fang & ctg (2011),... gi tr HP, ph n l n nh t t i th ng Vi , yl u chi m th ph n l n th 2 th gi i hi c , i Dell r t g t gao Trong b i n ph gi th ph n, t o s Dell h chi m n b n v ng, nh m l y l i v ng MTXT Vi t Nam M t trong s nh ng gi gi l i nh c nh mua l i c u trong th n nh c i thi n nh B ng 1.1: Th ph n c u MTXT t i th ng Vi t Nam Asus Dell 4.80 11.00 Th ph n (%) 2011 11.79 14.21 Acer HP Lenovo 9.90 10.50 5.01 10.00 11.45... = 0.257, Sig = 0.00), s tinh t phong tr = 0.211, Sig = 0.00) yl mua l i c a h V i nh i v i s n ph m c cho th y m t s s = 0.602, Sig = 0.00) nh v s ng c t gi h cv c ah t qu ki m iv tin c y 95%, k t qu ki = iv m nghi p v m nh mua l i c a h i v i s n ph m c a u T t qu thu th p, qu n tr Dell nh m: ch ng, c i thi n c n ngh nt i mong mu iv ng mua l i c a h s n ph m c a t Nh ng h n ch c n cu c c u ti p theo . nh mua li sn phm u DELL ti th ng Vit Nam nhm ng m  ca v u nh mua li. cnh mua li ca i vi sn phu Dell ti th ng Vit Nam. T nhng kt qu  kin ngh  qun tr ca Dell.     ng c   n nh mua li sn phu DELL ti Vit Nam c hin. 