Các lợi ích tác động đến lòng trung thành của khách hàng trong việc lựa chọn và sử dụng dịch vụ xe Uber và Grab trong nền kinh tế chia sẻ tại Thành phố Hồ Chí Minh

-

LOI CAMON

Di hoim thanh bai nghien cu:u nay, t6i xin chan thanh cam on:

Quy Ban giam hifu, Khoa Quan Tri Kinh Doanh - Truong fJgi h9c Ma

Tp.HCM tli'i tgo m9i tli8u kifn cho em h9c t{jp va nghien cuu.

Em xin giri lai cam an chan thanh nh<it ain Th<;1c sz Nguyin Trim Cdm Linh tli'i

hit long hu6ng ddn t{jn tinh, khich 1¢ va theo sat t6i trong su6t qua trznh thvc hi?n t/8

tai nghien CU:U, bao tfam t/8 tai aU</C hoan thanh aung tiin t/9, VG a(lc bif t la aU'()'C /19c

them rdt nhi8u tli8u m6'i, b<5 [ch ad xdy dvng nen thanh qua nhu ngay ham nay.

Toi ciing xin giri lai cam an din ccic quy Thciy Co cita truang fJ<;1i h9c Ma

Tp.HCM tli'i hu6'ng ddn t{jn tinh giup t6i hoim thanh t6t bai nghien cuu nay.

Cu6i cimg, t6i xin chan thanh cam an gia tlinh, b<;1n be tli'i zing h9, giup t/8' trong

qua trinh thvc hif n t/8 tai nghien cu:u nay.

Xin chdn thanh cam an!

-

l\1UC LUC

. .

Pl-IAN 1: MO BAU .......................................................................................................... 1

1.1. Giai thif,u tie ta i ................................................................................................... I

1.2. M�c tieu nghien CU'U ............................................................................................ 4

I 3 D ,{, ' J • J •A r

. . oz tu()'ng va p u;zm vz ng uen ciru ..................................................................... .. 4

1.4. Phicong phap nghien ct'ru .................................................................................... 5

I. 5. f nghia th�rc tiln cita nghien cuu ....................................................................... 6

I. 6. Kff t cdu nghien CU'U .............................................................................................. 6

Pl-IAN 2: Cd SOL Y LU�N - MO HINH NGHIEN CUD ............................................. 8

2.1. T6ng quan vi nin kinh tff chia se .... .... ........ ...... .......... . ... .... ..... ........... ... ... ... .... ... 8

2.1.1 Khai ni�m vs nSn kinh t6 chia se ..................................................................... 8

2.1.2 Sµ xuAt hi�n va phat tri�n cua cac cong ty v6i nSn kinh t6 chia se .............. 10

2.1.3 Sµ xuAt hi�n cua cac cong ty kinh t€ chia se trong danh sach 15 c6ng ty

Internet hang aiu tren the giai (1995 - 2015) .......................................................... 11

2.1.4 Tinh hinh nSn kinh t6 chia se t�i Vi�t Nam ................................................... 14

2.2. Cac khai nif,1n .................................................................................................... 14

2.2.1 Long trung thanh ............................................................................................ 14

2.2.2 TruySn mi�ng ................................................................................................. 15

2.2.3 Sµ cam k6t. ..................................................................................................... 16

2.2.4 Sµ tin tuang ................................................................................................... 16

2.2.5 Sµ hai long ..................................................................................................... 17

2.2.6 Cac lgi ich ...................................................................................................... 18

2.2.6.1 Lgi ich xa h(>i .......................................................................................... 18

2.2.6.2 Lgi ich an toan ........................................................................................ 19

2.2.6.3 Lgi ich kinh t€ ......................................................................................... 19

2. 3. Cac nghien Cll'U c6 lien quan ............................................................................ 20

2.3.1. Bai nghien cuu cua Shuai Yang va c9ng SlJ, (2017), 11T�i sao khach hang

trung thanh trong cac dich V\l chia se kinh t6? M9t quan di�m lgi ich quan diSm",

T�p chi Dich V\l Ti6p thi .......................................................................................... 20

2.3.2. Bai nghien cuu cua Tracey S. Dagger va c9ng sµ, (2009), "Kinh nghi�m

c6 vAn dS kh6ng? Sµ khac bi�t trong lgi ich m6i quan h�, sµ hai long, tin tuang,

iii

cam kM va trung thanh cho nguoi m&i su d\mg dich V\l va kinh nghi�m", T�p chi

Chau Au vs Ti Sp thi ................................................................................................. 22

2.3 .3. Bai nghien cuu cua Thorsten Hennig Thurau va c<)ng S\l', 2002, Hieu kSt

qua quan h� tiSp thi KSt hqp die lgi ich quan h� va chftt luqng m6i quan h�, T�p

chi Nghien cuu dich V\l· ........................................................................................... 23

2.3.4. Bai nghien cuu cua Maria-Eugenia va c<)ng sv, (2009), "Lgi ich quan

tr9ng va S\f trung thanh trong ban le: so sanh giua cac nganh", T�p chi Qu6c tS v6

Quan ly Ban le va Phan ph5i. .................................................................................. 24

2.3.5. Bai nghien cuu cua Tracey S. Dagger va c<)ng sv (2011) "Lam lqi ich m6i

quan h� va cam kSt bao tri 6 dia va long trung thanh?", T�p chi Dich V\l TiSp thi.25

2.3.6. Bai nghien cuu cua tac gia Juho Hamari va c<)ng S\f (2015), "Kinh tS Chia

' T . ' . th . ' t· " d' h ' " se: �1 sao ngum am gia vao 1eu ung qp tac ................................................ . 26

2.4. Mo hinh nghien ci'ru tJJ nghi ............................................................................. 28

2.4.1. Mo hinh nghien cuu dS nghi ...................................................................... 28

2.4.2. Qua trinh hinh thanh mo hinh nghien cuu as nghi .................................... 28

2.5. Cac gia thuyit trong mo hinh nghien c(ru ........................................................ 33

2.5.1. M5i quan h9 gifra lqi ich xa h<)i v&i S\l' cam kSt ........................................ 33

2.5.2. M5i quan h9 giua lgi ich xa h<)i v&i S\l' hai long ........................................ 34

2.5.3. M6i quan h9 gifra lgi ich xa h<)i v&i sv tin tuong ...................................... 35

. 2.5.4. M5i quan h� giua lc;ri ich an toan v&i S\f cam kSt. ...................................... 35

2.5.5. M5i quan h� giua lc;ri ich an toan v&i sv hai long ...................................... 36

2.5.6. M5i quan h� giua lqi ich an toan v&i sv tin tu&ng .................................... 37

2.5.7. M5i quan h9 giua lc;ri ich kinh tS v&i S\l' cam kSt ....................................... 38

2.5.8. M5i quan h9 gifra lc;ri ich kinh tS v&i S\l' hai long ....................................... 38

2.5.9. M5i quan h9 giua lc;ri ich kinh tS v&i sv tin tuong . .................................... 39

2.5.10. M5i quan h9 gifra S\f cam kSt v&i long trung thanh va truySn mi�ng ....... 40

2.5 .11. M5i quan h9 gifra s\f hai long v&i long trung thanh va truySn mi9ng ....... 40

2.5.12. M5i quan h� gifra sv tin tuong v&i long trung thanh va truy@n mi�ng ..... 41

PHAN 3: PHUdNG PH.AP NGHIEN CUU .................................................................. 44

3.1. Phuang phap va quy trinh nghien Clt'U . ........... ................................................. 44

3.2. Thiit ki nghien c(ru ........................................................................................... 47

3.2.1. Nghien cuu SO' b<) - Nghien cuu dinh tinh .................................................. 47

3 .2.1.1. Thi St kS bang cau h6i ph6ng vfin sau ..................................................... 4 7

3 .2.1.2. KSt qua nghien cuu dinh tinh ................................................................. 4 7

3.2.2. Nghien cuu chinh thuc - Nghien cuu dinh luc;rng ...................................... 52

iv

3 .2.2.1. Thit�t ke 1n�u ........................................................................................... 52

3 .2.2.2. Plrncmg phap ch9n m�u .......................................................................... 52

3 .2.2.3. Thang do ................................................................................................. 53

3 .2.2.4. Thiet ke bang cau h6i khao sat ............................................................... 54

3.2.2.5. Thu thap du lieu ...................................................................................... 54 . .

3.3. Phuang phap xu ly dft li¢u ................................................................................ 55

3 .3 .1. Phan tich h� s6 tin c�y ................................................................................ 5 5

3 .3 .2. Phan tich nhan t6 kham pha ....................................................................... 5 5

3.3.3. Phan tich nhan t6 kh5.ng dinh ..................................................................... 57

3.3.4. Ki�m dinh mo hinh va gia thuyJt b�ng mo hinh mi;mg SEM .................... 58

3.4. Thang ilo ............................................................................................................ 58

3.4.1. Thang do lqi ich xa h(H .............................................................................. 58

3.4.2. Thang do lqi ich an toan ............................................................................. 59

3 .4.3. Thang do lqi ich kinh tJ ............................................................................. 60

3 .4 .4. Thang do S\f hai long .................................................................................. 61

3.4.5. Thang do S\f tin tuang ................................................................................ 62

3 .4.6. Thang do S\f cam kJt .................................................................................. 63

3.4.7. Thang do truySn mi�ng .............................................................................. 64

3.4.8. Thang do long trung thanh ......................................................................... 65

3.5. Kit qua phan tich iltnh lu<7ng SO' bi) .................................................................. 66

TAI LI$U THAM KHAO .............................................................................................. 67

PHl) Ll,JC ........................................................................................................................ 75

V

DANH SACH BANG

Bang 2.1 Cac ajnh nghfa lien quan ain b6i cimh kinh ti chia se .................................... 8

Bang 2.2 15 cong ty Internet hang adu bdng v6n h6a thj tru·ang nam 1995 va 2015 .. 12

Bang 2.3 T6ng kit cac m6i quan hr, trong mo hinh ....................................................... 42

B' 3 1 B' ['A kA r kJ r • •A ' ; A J :J

.

ang . ang u;t e cac wz nu;m va nguon goc t wng uo ...................................... .. 44

B ' 3 2 B ' r C: f-A ' h ' A h A • ang . ang tom tat Ket qua p ong van c uyen gza .................................................. . 47

Bang 3.3 Thang ao l(J'i £ch xa lu}i ................................................................................... 58

Bang 3.4 Thang ao l9·i £ch an toan ................................................................................. 59

Bang 3. 5 Thang ao l9·i £ch kinh ti .................................................................................. 60

Bang 3. 6 Thang ao S(! hai long ....................................................................................... 61

Bang 3. 7 Thang ao S{l' tin tuang ..................................................................................... 62

Bang 3.8 Thang ao S{l' canz kit ....................................................................................... 63

Bang 3.9 Thang ao truy€n mi¢ng ................................................................................... 64

Bang 3.10 Thang ao long trung thanh ........................................................................... 65

Bang 3.11 Kit qua phan tich Cronbach 's Alpha sa b(J .................................................. 66

DANH sAcH HINH

Jflnh 2.1 Mo hinh khai ni¢m cua Shuai Yang va c(jng sv, (2017) ................................. 21

Jflnh 2.2 Mo hinh nghien cuu cua Tracey S. Dagger va q5ng sv, (2009) ..................... 22

Jflnh 2.3 Mo hinh nghien CU'U cua tac gia Thorsten Hennig Thurau va c(jng S{l', (2002) .

........... ·.............................................................................................................................. 24

Jflnh 2.4 Mo hinh nghien ClCU cua tac gia gia Maria-Eugenia va c(jng S{l', (2009) . ..... 25

Jflnh 2.5 Mo hinh nghien CU'U cua tac gia Tracey S. Dagger va c(Jng SI/, (2011) ......... 26

Hinh 2. 6 Mo hinh nghien cuu cua tac gia Juho Hamari va c(jng S{l' (2015) ................. 27

Jflnh 2. 7 Mo hinh a€ xudt cua tac gia ............................................................................ 28

Jflnh 2.8 Mo hinh nghien cuu a€ nghj 6' buac 1 . ........................................................... 29

Jflnh 2.9 Mo hinh nghien cuu a€ nghi GU(J'C thvc hir,n 6' buac 2 ................................... 30

Jflnh 2.10 Mo hinh nghien cuu a€ nghj GU(J'C thvc hi¢n 6' buac 3 ................................. 31

Jflnh 2.11 Mo hinh nghien CU'U a€ nghj GU(J'C th1;1·c hi¢n 6' buac 4 ................................. 32

vi

DANH lVfT}C NHUNG TU VIET TAT

AT: An toan

CF A: Confirmatory Factor Analysis

CK: Cam kSt

EF A: Exploratory Factor Analysis

HL: Hai long

ICT: Information Communication Technology

KMO: Kaiser - Meyer - Olkin

KT: Kinh tS

LTT: Long trung thanh

P2P: Peers to Peers

SEM: Structural Equation Modeling

TM: Truyen mi�ng

TP .HCM: Thanh ph6 H6 Chi Minh

TT: Tin tuong

XH: Xah(H

vii

PHAN 1: MO DAU

Phfrn ma dfru nay giai thi�u t6ng quan vs li do ch9n dS tai; gi&i thi�u lll\}C ticu,

ph�m vi, d6i tuqng nghien cuu; giai thi�u sa luge vS phuang phap nghien ci'.ru va y

nghia thµc tisn cua dS tai.

1.1. Gim thi�u d� tai

Th€ ky XXI se chfrng ki€n sµ bum nf> cua nSn "kinh te chia se" ( theo bai bao cua

VietNam.net ngay 11/10/2017) tren toan th€ gi6i. V ai sµ ra dai, phat triSn cua m9t

s6 cong ty Ian va trai dai v6i nhiSu nganh kinh te hi�n nay nhu Uber va Lyft trong

v�n tai, Airbnb trong ch6 a va LendingClub, FundingCircle, Prosper trong cac dich

V\l tai chinh (Yang va d)ng sµ, 2017). BSu nay cho ch(mg ta thfiy ring, kinh te chia

se duqc ap dµng trong nhiSu linh vµc khac nhau trong dai s6ng.

Cv thS han, trong nhfrng nam vua qua nSn kinh te chia se da c6 nhfrng thanh tµu

dang kS, diSn hinh nhu: Airbnb trung binh c6 425.000 khach/dem, t6ng d)ng c6 hon

155 tri�u khach luu tru m6i nam gfin 22% so vai Hilton Worldwide va d�t 127 tri�u

khach vao nam 2014; Uber ho�t d<)ng t�i han 250 thanh ph6 tren toan th€ giai va

tfnh den thang 2 nam 2015 c6 gia tri 41,2 ti do la day la m<)t con s6 vuqt qua mfrc

v6n h6a thi truang cua cac cong ty nhu Delta Air Lines, American Airlines va

United Continental; df>ng thai, kinh t€ chia se da tra thanh m<)t nganh kinh doanh

chinh vai gfin 20 nguai My da SU dvng dich V\l chia se kinh te va gfin 10% da tham

gia vai tu each la nha cung cfip dich V\l (s5 li�u th5ng ke tren ClUQ'C trfch dfin ill bai

nghien c(ru cua tac gia Yang va c9ng SlJ, 2017). V ai nhfrng s6 li9u neu tren ch(mg ta

co ths thfiy tiSm nang phat trisn cua kinh te chia se.

Con rieng d5i vai thi truang Vi�t Nam, theo m<)t khao sat mai c6ng b6 cua Nielsen

cho thfiy nSn kinh te chia se c6 tiSm nang Ian dS phat triSn. Theo d6, c(r b6n nguai

Vi9t duqc hoi thi c6 ba nguai cho biet thfch y tuang vS mo hinh nay, chi 18% tu

ch6i chia se tai san ca nhan cua minh (theo bai bao cua VietNam.net ngay

11/10/2017).

1