T NG B O NGÂN CHUYÊN NGÀNH: NGÂN HÀNG 31.12 PGS.TS TP 12 i L I CAM OAN Tôi xin cam oan tài ““M i quan h gi a lòng trung thành v i th thành ph n khác c a tài s n th ng hi u – Tr ng h p th ng hi u ng hi u trang s c b c PNJSilver” công trình nghiên c u c a riêng tơi Các s li u, k t qu trình bày tài c c thu th p m t cách trung th c ch a t ng cơng b cơng trình nghiên c u tr b tk c ây TP H Chí Minh, tháng 10 n m 2012 Nguy n Th Bích Ngun ii L IC M N Trong q trình th c hi n lu n v n t t nghi p này, ã nh n giúp t nhi u cá nhân t ch c Vì v y, xin dành trang g i l i cám n chân thành c a Tr n t t c m i ng q trình tơi h c t p t i tr i ã h t s c t n tâm h u tiên c a lu n v n ng i h c Kinh t t cho nh ng ki n th c quý báu ng Tôi xin chân thành c m n ng ng ng h i c h t, xin chân thành c m n Quý th y cô tr Thành ph H Chí Minh ã h t lịng truy n cs ih ng d n khoa h c – TS Nguy n c Trí – ng d n tơi th c hi n lu n v n t t nghi p Tôi c ng xin g i l i c m n chân thành n anh ch thu c B ph n Nghiên c u Ti p th , Phịng Marketing, Cơng ty c ph n vàng b c quý Phú Nhu n, nh ng ng i ã giúp tơi vi c tìm hi u v trang s c b c th ng hi u PNJSilver Cu i cùng, xin c m n b n bè, gia ình, nh ng ng kh o sát thu th p d li u i ã giúp vi c ng viên khuy n khích tơi q trình th c hi n lu n v n Trong trình th c hi n lu n v n, m c dù ã h t s c c g ng vi c trao i ti p thu ý ki n óng góp c a Quý th y cô, b n bè tham kh o nhi u tài li u, nh ng c ng khơng th tránh kh i sai sót R t mong s góp ý c a Quý th y cô, b n c c bi t H i ng nghi m thu lu n v n TP H Chí Minh, tháng 10 n m 2012 Nguy n Th Bích Nguyên iii M CL C L I CAM OAN i L I C M N ii M C L C iii DANH M C B NG BI U vii DANH M C HÌNH V viii TÓM T T x CH NG I-GI I THI U T NG QUAN 1.1 Lý ch n tài 1.2 M c tiêu nghiên c u 1.3 it 1.4 Ph ng ph m vi nghiên c u ng pháp nghiên c u 1.5 Ý ngh a c a 1.6 tài i mm ic a 1.7 K t c u c a CH NG II-C 2.1 Gi i thi u ch 2.2 Th tài tài S LÝ LU N VÀ MƠ HÌNH NGHIÊN C U ng ng hi u 2.3Tài s n th ng hi u 10 2.3.1Khái ni m tài s n th 2.3.2 Tài s n th ng hi u 10 ng hi u d a vào ánh giá c a ng i tiêu dùng 11 2.4 Mơ hình Aaker v tài s n th ng hi u 14 2.5 Các thành ph n c a tài s n th ng hi u 19 2.5.1 Nh n bi t th ng hi u 19 iv 2.5.2 Ch t l ng c m nh n 21 2.5.3 Hình nh th ng hi u 21 2.5.4 Lòng trung thành th ng hi u 23 2.6 Xây d ng gi thuy t mơ hình nghiên c u 25 2.6.1 Các gi thuy t 25 2.6.2 Mơ hình nghiên c u 28 2.7 Tóm t t ch CH ng 28 NG III-T NG QUAN V TH 3.1 Gi i thi u ch NG HI U PNJSILVER ng 30 3.2 Công ty c ph n vàng b c quý Phú Nhu n – PNJ 30 3.2.1 Quá trình hình thành phát tri n 30 3.2.2 Các th ng hi u c a PNJ 33 3.2.3 Tình hình kinh doanh 35 3.3 Th ng hi u PNJSilver 37 3.3.1 Gi i thi u chung 37 3.3.2 H th ng nh n di n th ng hi u 37 3.3.3 Chân dung khách hàng m c tiêu 38 3.3.4 S n ph m 39 3.3.5 Tình hình kinh doanh 40 3.3.6 Các ho t ng chiêu th 42 3.3.7 H th ng c a hàng 44 3.4 Tóm t t ch CH ng 45 NG IV-PH NG PHÁP NGHIÊN C U 4.1 Gi i thi u 46 4.2 Quy trình nghiên c u 46 4.3 Nghiên c u s b 47 v 4.3.1 Thi t k nghiên c u s b 47 4.3.2 K t qu nghiên c u s b 48 4.4 Nghiên c u th c 51 4.4.1 Kích th c m u 51 4.4.2 Ph ng pháp ch n m u thu th p d li u 52 4.4.3 Ph ng pháp x lý s li u 53 4.5 Tóm t t ch ng 55 CH NG V-K T QU NGHIÊN C U 5.1 Gi i thi u ch 5.2 ng 56 c i m c a m u nghiên c u 56 5.3 Ki m 5.3.1 nh thang o 60 ánh giá tin c y c a thang o 60 5.3.2 Phân tích nhân t EFA 62 5.4 Hi u ch nh mơ hình nghiên c u gi thuy t 65 5.4.1 Hi u ch nh mô hình nghiên c u 65 5.4.2 Hi u ch nh gi thuy t 66 5.5 Ki m nh nhóm gi thuy t v quan h gi a thành ph n c u thành tài s n th ng hi u 67 5.5.1 Phân tích t 5.5.2 Xác ng quan 67 nh bi n c l p, bi n ph thu c 68 5.5.3 Ki m tra gi 5.5.4 H i qui n tính nh h i qui 69 n 70 5.5.5 H i quy n tính b i 72 5.5.6 Ki m nh gi thuy t 75 5.6 Ki m nh nhóm gi thuy t v s khác bi t ánh giá tài s n th ng hi u gi a nhóm khách hàng khác 77 5.7 Tóm t t ch ng 79 vi CH NG VI-K T LU N VÀ HÀM Ý QU N TR 6.1 Gi i thi u 81 6.2 K t lu n 82 6.3 Ý ngh a hàm ý qu n tr 85 6.3.1 Ý ngh a c a nghiên c u 85 6.3.2 Các hàm ý qu n tr 86 6.4 H n ch c a nghiên c u h 6.5 Tóm t t ch ng nghiên c u ti p theo 91 ng 92 TÀI LI U THAM KH O xi PH L C Ph l c – Dàn th o lu n tay ôi xiii Ph l c – Danh sách kh o khát s b xvi Ph l c – B ng kh o sát th c xvii Ph l c – K t qu Cronbach’s Alpha EFA xx Ph l c – K t qu h i qui n tính b i xxvi Ph l c – K t qu ki m nh T-test Anova xxxi vii DANH M C B NG BI U Trang B ng 3.1 Tình hình kinh doanh c a PNJ t 2007 – 2011 35 B ng 3.2 K t qu kinh doanh theo ngành hàng c a PNJ 41 B ng 3.3 H th ng c a hàng PNJSilver 44 B ng 5.1 c i m c a m u nghiên c u 59 B ng 5.2 tin c y Cronbach’s alpha c a thang o 61 B ng 5.3 K t qu phân tích EFA 64 B ng 5.4 Ma tr n h s t ng quan Pearson 68 B ng 5.5 H i qui n tính n 71 B ng 5.6 K t qu h i qui n tính b i 73 B ng 5.7 Ki m nh phù h p c a mơ hình 73 B ng 5.8 S khác bi t ánh giá TSTH theo gi i tính c a khách hàng 77 B ng 5.9 S khác bi t ánh giá TSTH theo tu i c a khách hàng 78 B ng 5.10 S khác bi t ánh giá TSTH theo thu nh p c a khách hàng 79 B ng 5.11 K t qu ki m nh gi thuy t 80 viii DANH M C HÌNH V Trang Hình 2.1 Hai quan i m v m i quan h gi a th ng hi u s n ph m Hình 2.2 Mơ hình tài s n th ng hi u c a Aaker (1991) 12 Hình 2.3 Mơ hình tài s n th ng hi u c a Lassar & ctg (1995) 13 Hình 2.4 Mơ hình tài s n th ng hi u c a Keller (1993, 1998) 14 Hình 2.5 Tác ng c a tài s n th ng hi u n khách hàng doanh nghi p 16 Hình 2.6 Mơ hình nghiên c u 28 Hình 3.1 Th ng hi u trang s c vàng PNJ 33 Hình 3.2 Th ng hi u trang s c b c PNJSilver 34 Hình 3.3 Th ng hi u ph ki n th i trang Yabling 34 Hình 3.4 L i nhu n tr Hình 3.5 M c Hình 3.6 Logo th Hình 3.7 Bi u t ng tr c thu t n m 2007 – 2011 36 ng h th ng phân ph i 36 ng hi u PNJSilver 38 doanh thu theo vùng n m 2011 42 Hình 4.1 Quy trình nghiên c u 47 Hình 5.1 Phân ph i c a bi n tu i 56 Hình 5.2 Gi i tính 57 Hình 5.3 tu i 57 Hình 5.4 Thu nh p 57 Hình 5.5 H c v n 58 ix Hình 5.6 Ngh nghi p 58 Hình 5.7 Th i gian s d ng s n ph m 58 Hình 5.8 Mơ hình nghiên c u i u ch nh 66 Hình 5.9 Tài S n Th ng Hi u PNJSilver 75 Hình 6.1 Tóm t t k t qu nghiên c u 84 xx PH L C K T QU CRONBACH’S ALPHA VÀ EFA ¬ Phân tích EFA – Nh n bi t th ng hi u KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity ,754 Approx Chi-Square 280,720 df 10 Sig ,000 Total Variance Explained Initial Eigenvalues Component Extraction Sums of Squared Loadings Total 2,630 % of Variance 52,601 Cumulative % 52,601 ,829 16,588 69,189 ,680 13,597 82,786 ,459 9,174 91,961 ,402 8,039 100,000 Extraction Method: Principal Component Analysis Component Matrix(a) Component BW4 Nhan mau sac ,774 BW3 Nhan logo ,752 BW1 Biet TH ,717 BW2 Phan biet voi TH khac ,697 BW5 Nho slogan ,681 Extraction Method: Principal Component Analysis a components extracted ¬ Phân tích EFA – Ch t l ng c m nh n KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square df Sig ,807 530,361 28 ,000 Total 2,630 % of Variance 52,601 Cumulative % 52,601 xxi Total Variance Explained Extraction Sums of Squared Loadings Initial Eigenvalues Compo nent Total 3,454 43,181 43,181 Total 3,454 1,365 17,066 60,248 1,365 ,784 9,806 70,054 ,597 7,463 77,516 ,576 7,198 84,714 ,441 5,517 90,231 ,417 5,207 95,439 ,365 4,561 Rotation Sums of Squared Loadings 100,000 % of Variance Cumulative % % of Variance Cumulative % 43,181 43,181 Total 3,165 17,066 60,248 1,655 % of Variance Cumulative % 39,557 39,557 20,691 60,248 Extraction Method: Principal Component Analysis Rotated Component Matrix(a) Component PQ7 Lau xin mau ,768 PQ1 Chat luong dang tin cay ,759 PQ9 Khong la sp chat luong thap ,745 PQ5 Chat luong xung voi gia ,703 PQ8 Bao hanh tot ,680 PQ4 Bac nguyen chat ,674 PQ2 Nhieu dong san pham ,882 PQ3 Mau ma da dang ,869 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations ¬ Phân tích EFA – Hình nh th ng hi u KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity ,822 Approx Chi-Square 465,684 df 15 Sig ,000 Total Variance Explained Initial Eigenvalues Component Total % of Variance Extraction Sums of Squared Loadings Cumulative % 3,311 55,192 55,192 ,771 12,858 68,050 ,648 10,805 78,855 ,555 9,243 88,098 ,392 6,534 94,632 ,322 5,368 100,000 Extraction Method: Principal Component Analysis Total 3,311 % of Variance 55,192 Cumulative % 55,192 xxii Component Matrix(a) Component BS1 TH uy tin ,798 BS5 Cua hang dep ,776 BS3 He thong cua hang lon ,772 BS7 Dong phuc dep ,737 BS4 Vi tri cua hang thuan tien ,704 BS2 San pham co gia tri ,662 Extraction Method: Principal Component Analysis a components extracted ¬ Phân tích EFA – Lịng trung thành th ng hi u KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity ,799 Approx Chi-Square 557,518 df 10 Sig ,000 Total Variance Explained Initial Eigenvalues Component Total % of Variance Extraction Sums of Squared Loadings Cumulative % 3,247 64,949 64,949 ,793 15,856 80,804 ,409 8,186 88,990 ,334 6,688 95,678 ,216 4,322 Extraction Method: Principal Component Analysis 100,000 Component Matrix(a) Component LO2 Se tiep dung dung ,867 LO3 Chon co nhu cau trang suc ,848 LO4 Khong chuyen qua TH tuong tu ,797 LO5 Gioi thieu nguoi quen ,770 LO1 Van dang su dung ,740 Extraction Method: Principal Component Analysis a components extracted Total 3,247 % of Variance 64,949 Cumulative % 64,949 xxiii ¬ Cronbach’s alpha (Sau phân tích EFA) – Nh n bi t th ¬ Cronbach’s alpha (Sau phân tích EFA) – Ch t l ng hi u ng c m nh n xxiv ¬ Cronbach’s alpha (Sau phân tích EFA) – C m nh n v m u mã ¬ Cronbach’s alpha (Sau phân tích EFA) – Hình nh th ng hi u xxv ¬ Cronbach’s alpha (Sau phân tích EFA) – Lịng trung thành th ng hi u xxvi PH L C K T QU H I QUI TUY N TÍNH ¬ Gi Bi n nh liên h n tính c l p BW Bi n c l p PQ Bi n -1 -3 2 c l p DE 3 -1 -2 -3 -3 -2 -1 Standardized Residual Standardized Residual Standardized Residual -1 -2 -3 -4 -4 Standardized Predicted Value Bi n -3 -2 -1 c l p BS C bi n -2 -3 -4 -5 -4 -2 Standardized Predicted Value Standardized Predicted Value -1 cl p 2 1 Standardized Residual Standardized Residual -1 -2 -3 -4 -4 -3 -2 -1 Standardized Predicted Value ¬ Gi -1 -2 -3 -4 -4 -3 -2 -1 Standardized Predicted Value nh ph ng sai c a sai s không i Correlations ABS_RES Spearman's rho ABS_RES Correlation Coefficient Sig (2-tailed) N BW Correlation Coefficient Sig (2-tailed) N PQ Correlation Coefficient Sig (2-tailed) BW PQ DE BS 1,000 ,088 -,169(*) ,058 -,011 ,191 ,052 ,388 ,866 220 220 220 220 220 ,088 1,000 ,237(**) ,088 ,193(**) ,191 ,000 ,191 ,004 220 220 220 220 220 -,169(*) ,237(**) 1,000 ,256(**) ,274(**) DE ,052 ,000 ,000 ,000 N 220 220 220 220 220 Correlation Coefficient ,058 ,088 ,256(**) 1,000 ,296(**) xxvii Sig (2-tailed) BS ,388 ,191 ,000 ,000 N 220 220 220 220 220 -,011 ,193(**) ,274(**) ,296(**) 1,000 ,866 ,004 ,000 ,000 220 220 220 220 220 Correlation Coefficient Sig (2-tailed) N * Correlation is significant at the 0.05 level (2-tailed) ** Correlation is significant at the 0.01 level (2-tailed) ¬ Gi Bi n nh v phân ph i chu n c a ph n d c l p BW Bi n 30 c l p PQ Bi n 40 30 30 20 c l p DE 40 20 20 10 10 10 Std Dev = 1,00 Mean = 0,00 Mean = 0,00 N = 220,00 Std Dev = 1,00 N = 220,00 50 2, 00 2, 50 1, 00 1, ,5 00 0, - ,5 ,0 ,5 -1 -1 ,0 ,5 ,0 C bi n -2 c l p BS N = 220,00 -3 Standardized Residual 40 Mean = 0,00 -2 50 2, 00 2, 50 1, 00 1, ,5 00 0, - ,5 ,0 -1 ,5 -1 ,0 -2 ,5 -2 ,0 -3 ,5 -3 50 2, 00 2, 50 1, 00 1, ,5 00 0, - ,5 ,0 -1 ,5 -1 ,0 -2 ,5 -2 ,0 -3 Standardized Residual Bi n Std Dev = 1,00 Standardized Residual cl p 30 30 20 20 10 10 Std Dev = 1,00 Std Dev = ,99 Mean = 0,00 N = 220,00 N = 220,00 75 2, 2, 75 1, 1, ,7 ,2 -,2 -,7 ,2 -1 ,7 -1 ,2 -2 ,7 -2 ,2 -3 ,7 -3 00 3, 50 2, 00 2, 50 1, 00 1, ,5 00 0, -,5 ,0 -1 ,5 -1 ,0 -2 ,5 -2 ,0 -3 ,5 -3 Standardized Residual ¬ Gi Mean = 0,00 Standardized Residual nh t ng quan gi a ph n d Model Summary(b) Model R ,335(a) R Square ,112 Adjusted R Square ,108 Std Error of the Estimate ,70127 DurbinWatson 1,928 a Predictors: (Constant), BW b Dependent Variable: LO Model Summary(b) Model R ,675(a) R Square ,456 Adjusted R Square ,453 Std Error of the Estimate ,54897 a Predictors: (Constant), PQ b Dependent Variable: LO DurbinWatson 1,888 xxviii Model Summary(b) Model R ,184(a) Adjusted R Square ,029 R Square ,034 Std Error of the Estimate ,73158 DurbinWatson 1,937 a Predictors: (Constant), DE b Dependent Variable: LO Model Summary(b) Model R R Square ,394(a) ,156 Adjusted R Square ,152 Std Error of the Estimate ,68389 DurbinWatson 1,932 a Predictors: (Constant), BS b Dependent Variable: LO Model Summary(b) Model R ,717(a) Adjusted R Square ,505 R Square ,515 Std Error of the Estimate ,52216 DurbinWatson 1,949 a Predictors: (Constant), BS, BW, DE, PQ b Dependent Variable: LO ¬ H i qui n tính Bi n n c l p BW Model Summary Model R R Square ,335(a) Adjusted R Square ,112 Std Error of the Estimate ,108 ,70127 a Predictors: (Constant), BW ANOVA(b) Model Sum of Squares Regression df Mean Square 13,537 107,207 218 120,744 ,000(a) ,492 Total Sig 27,527 13,537 Residual F 219 a Predictors: (Constant), BW b Dependent Variable: LO Coefficients(a) Unstandardized Coefficients B Std Error Model (Constant) 1,975 ,291 ,421 BW ,080 Standardized Coefficients Beta c l p PQ Model Summary Model R R Square ,675(a) a Predictors: (Constant), PQ ,456 Adjusted R Square ,453 Sig 6,794 ,335 a Dependent Variable: LO Bi n t Std Error of the Estimate ,54897 ,000 5,247 ,000 xxix ANOVA(b) Model Sum of Squares Regression 55,046 Mean Square 55,046 Residual 65,697 218 ,301 120,744 219 Total df F 182,657 Sig ,000(a) a Predictors: (Constant), PQ b Dependent Variable: LO Coefficients(a) Unstandardized Coefficients Model B Standardized Coefficients Std Error (Constant) ,537 ,857 Sig Beta ,221 PQ t ,063 2,434 ,675 ,016 13,515 ,000 a Dependent Variable: LO Bi n c l p DE Model Summary Model R ,184(a) R Square ,034 Adjusted R Square ,029 Std Error of the Estimate ,73158 a Predictors: (Constant), DE ANOVA(b) Model Sum of Squares df Mean Square Regressio n Residual 4,067 4,067 116,676 218 120,744 Sig ,535 Total F 219 7,599 ,006(a) a Predictors: (Constant), DE b Dependent Variable: LO Coefficients(a) Unstandardized Coefficients Model B (Constant ) DE Standardized Coefficients Std Error 2,650 ,305 ,202 t Beta ,073 8,692 ,184 a Dependent Variable: LO Bi n c l p BS Model Summary Model R ,394(a) R Square ,156 Adjusted R Square Sig Std Error of the Estimate ,152 a Predictors: (Constant), BS ANOVA(b) ,68389 ,000 2,757 ,006 xxx Model Sum of Squares df Mean Square F Regressio n Residual 18,784 101,960 218 120,744 ,000(a) ,468 Total 40,162 18,784 Sig 219 a Predictors: (Constant), BS b Dependent Variable: LO Coefficients(a) Unstandardized Coefficients Model B (Constant ) BS Standardized Coefficients Std Error 1,515 ,313 ,555 t Beta ,087 Sig 4,836 6,337 ,394 ,000 ,000 a Dependent Variable: LO ¬ H i qui n tính b i Model Summary Model R ,717(a) R Square ,515 Adjusted R Square ,505 Std Error of the Estimate ,52216 a Predictors: (Constant), BS, BW, DE, PQ ANOVA(b) Model Sum of Squares Regressio n Residual Total df Mean Square F 62,125 58,619 215 ,000(a) ,273 120,744 56,965 15,531 Sig 219 a Predictors: (Constant), BS, BW, DE, PQ b Dependent Variable: LO Coefficients(a) Unstandardized Coefficients Std B Error Model (Constant) -,436 ,178 ,063 PQ ,756 ,067 DE -,069 BS ,274 a Dependent Variable: LO t Sig Beta Collinearity Statistics Tolerance ,336 BW Standardized Coefficients VIF -1,297 ,196 ,141 2,840 ,005 ,910 1,099 ,595 11,312 ,000 ,816 1,226 ,056 -,063 -1,219 ,224 ,858 1,166 ,073 ,195 3,729 ,000 ,829 1,206 xxxi PH L C K T QU KI M NH T-TEST VÀ ANOVA ¬ Ki m nh T-test – Bi n gi i tính Group Statistics BW P3 Gioi tinh Nam N 48 DE BS LO ,04561 ,70428 ,10165 4,0843 ,66679 ,05084 3,5938 ,45599 ,06582 3,5271 ,54693 ,04170 3,7208 ,67759 ,09780 172 Nu ,59817 4,1875 48 Nam 3,3721 172 Nu ,06958 48 Nam ,48210 172 Nu ,04399 3,6458 48 Nam ,57698 172 Nu 3,5744 48 Nam Std Deviation ,64396 172 Nu PQ Std Error Mean Mean 3,5750 3,4116 ,74762 ,05701 ,09295 Independent Samples Test Levene's Test for Equality of Variances F Sig t-test for Equality of Means t df Sig (2tailed) Mean Difference Std Error Difference 95% Confidence Interval of the Difference Lower BW Equal variances assumed ,991 ,321 Equal variances assumed DE Equal variances assumed 1,315 ,253 Equal variances not assumed BS Equal variances assumed ,843 ,359 Equal variances not assumed LO Equal variances assumed Equal variances not assumed 1,121 ,291 ,0006 ,09665 -,18990 ,19107 69,461 ,996 ,0006 ,10283 -,20454 ,20570 2,916 218 ,004 ,2737 ,09388 ,08870 ,45878 91,423 ,001 ,2737 ,08320 ,10848 ,43900 ,937 218 ,350 ,1032 ,11019 -,11399 ,32038 72,213 ,367 ,1032 ,11366 -,12337 ,32976 ,772 218 ,441 ,0666 ,08630 -,10346 ,23670 ,855 Equal variances not assumed ,995 ,908 ,069 218 3,290 3,341 ,006 ,006 Equal variances not assumed PQ Upper 88,398 ,395 ,0666 ,07792 -,08821 ,22145 2,584 218 ,010 ,3092 ,11967 ,07335 ,54506 2,731 81,765 ,008 ,3092 ,11320 ,08400 ,53441 xxxii ¬ Ki m nh Anova – Bi n tu i Multiple Comparisons LSD Dependent Variable (I) Nhom tuoi (J) Nhom tuoi Mean Difference (I-J) BW Tu 15-20 Tu 21-24 Tu 25-29 ,1634 -,1177 ,12068 ,10614 ,177 ,269 Lower Bound -,0745 -,3269 Upper Bound ,4012 ,0915 Tu 30-35 -,0671 ,13396 ,617 -,3311 ,1970 Tu 15-20 -,1634 ,12068 ,177 -,4012 ,0745 Tu 25-29 Tu 30-35 Tu 15-20 -,2811(*) -,2304 ,1177 ,10318 ,13162 ,10614 ,007 ,081 ,269 -,4844 -,4899 -,0915 -,0777 ,0290 ,3269 Tu 21-24 ,2811(*) ,10318 ,007 ,0777 ,4844 Tu 30-35 ,0506 ,11843 ,669 -,1828 ,2841 Tu 15-20 Tu 21-24 Tu 25-29 ,0671 ,2304 -,0506 ,13396 ,13162 ,11843 ,617 ,081 ,669 -,1970 -,0290 -,2841 ,3311 ,4899 ,1828 Tu 21-24 ,2768(*) ,11898 ,021 ,0423 ,5113 Tu 25-29 ,3020(*) ,10464 ,004 ,0958 ,5083 Tu 30-35 ,13206 ,11898 ,10172 ,12976 ,324 ,021 ,804 ,261 -,1297 -,5113 -,1753 -,4019 ,3909 -,0423 ,2257 ,1096 Tu 21-24 Tu 25-29 Tu 30-35 PQ Tu 15-20 Std Error Sig 95% Confidence Interval Tu 21-24 Tu 15-20 Tu 25-29 Tu 30-35 ,1306 -,2768(*) ,0252 -,1462 Tu 25-29 Tu 15-20 -,3020(*) ,10464 ,004 -,5083 -,0958 Tu 21-24 -,0252 ,10172 ,804 -,2257 ,1753 Tu 30-35 Tu 15-20 Tu 21-24 -,1714 -,1306 ,1462 ,11676 ,13206 ,12976 ,144 ,324 ,261 -,4015 -,3909 -,1096 ,0587 ,1297 ,4019 Tu 25-29 ,1714 ,11676 ,144 -,0587 ,4015 Tu 21-24 -,1948 ,13962 ,164 -,4700 ,0804 Tu 25-29 Tu 30-35 Tu 15-20 -,1401 -,1020 ,1948 ,12279 ,15498 ,13962 ,255 ,511 ,164 -,3822 -,4075 -,0804 ,1019 ,2034 ,4700 Tu 25-29 ,0546 ,11937 ,648 -,1806 ,2899 Tu 30-35 ,0928 ,15228 ,543 -,2074 ,3929 Tu 25-29 Tu 15-20 Tu 30-35 Tu 21-24 Tu 30-35 Tu 15-20 ,1401 -,0546 ,0381 ,1020 ,12279 ,11937 ,13702 ,15498 ,255 ,648 ,781 ,511 -,1019 -,2899 -,2319 -,2034 ,3822 ,1806 ,3082 ,4075 Tu 21-24 -,0928 ,15228 ,543 -,3929 ,2074 Tu 25-29 -,0381 ,13702 ,781 -,3082 ,2319 Tu 21-24 Tu 25-29 Tu 30-35 -,0706 ,0895 -,0795 ,10874 ,09564 ,12071 ,517 ,350 ,511 -,2849 -,0990 -,3174 ,1437 ,2780 ,1585 Tu 15-20 ,0706 ,10874 ,517 -,1437 ,2849 Tu 25-29 ,1601 ,09297 ,087 -,0232 ,3433 Tu 30-35 -,0089 -,0895 -,1601 ,11860 ,09564 ,09297 ,940 ,350 ,087 -,2426 -,2780 -,3433 ,2249 ,0990 ,0232 Tu 30-35 DE Tu 15-20 Tu 21-24 BS Tu 15-20 Tu 21-24 Tu 25-29 Tu 15-20 Tu 21-24 xxxiii Tu 30-35 ,115 -,3793 ,0414 ,12071 ,511 -,1585 ,3174 Tu 25-29 Tu 21-24 Tu 25-29 ,0089 ,1689 ,1200 ,4211(*) ,11860 ,10672 ,15026 ,13215 ,940 ,115 ,425 ,002 -,2249 -,0414 -,1762 ,1606 ,2426 ,3793 ,4162 ,6815 Tu 30-35 Tu 15-20 ,10672 ,0795 Tu 21-24 LO -,1689 Tu 15-20 Tu 30-35 ,150 -,0875 ,5700 -,1200 ,15026 ,425 -,4162 ,1762 Tu 30-35 Tu 15-20 ,3011(*) ,1212 -,4211(*) ,12847 ,16388 ,13215 ,020 ,460 ,002 ,0479 -,2018 -,6815 ,5543 ,4442 -,1606 Tu 21-24 -,3011(*) ,12847 ,020 -,5543 -,0479 Tu 30-35 -,1799 ,14746 ,224 -,4705 ,1108 Tu 15-20 Tu 30-35 ,16679 Tu 25-29 Tu 25-29 ,2412 Tu 15-20 Tu 21-24 -,2412 -,1212 ,1799 ,16679 ,16388 ,14746 ,150 ,460 ,224 -,5700 -,4442 -,1108 ,0875 ,2018 ,4705 Tu 21-24 Tu 25-29 * The mean difference is significant at the 05 level ¬ Ki m nh Anova – Bi n thu nh p Multiple Comparisons LSD Dependent Variable (I) Thu nhap (J) Thu nhap Mean Difference (I-J) BW Duoi trieu Tu - trieu Tu - trieu -,0839 -,1607 ,12384 ,12053 ,499 ,184 Lower Bound -,3280 -,3982 Upper Bound ,1602 ,0769 Tren trieu Std Error Sig 95% Confidence Interval ,0769 ,0839 ,12384 ,499 -,1602 ,3280 Tren trieu Duoi trieu -,0768 -,0768 ,1607 ,10917 ,10917 ,12053 ,483 ,483 ,184 -,2919 -,2919 -,0769 ,1384 ,1384 ,3982 ,0768 ,10917 ,483 -,1384 ,2919 ,0000 ,10540 1,000 -,2077 ,2077 Duoi trieu ,1607 ,0768 ,0000 ,12053 ,10917 ,10540 ,184 ,483 1,000 -,0769 -,1384 -,2077 ,3982 ,2919 ,2077 Tu - trieu ,0563 ,12276 ,647 -,1856 ,2983 Tu - trieu ,0301 ,11949 ,801 -,2054 ,2656 Tren trieu Duoi trieu -,3982 Tu - trieu Tu - trieu PQ ,184 Tren trieu Tren trieu ,12053 Tu - trieu Tu - trieu -,1607 Duoi trieu Tu - trieu Tu - trieu ,11949 ,12276 ,10822 ,10822 ,230 ,647 ,809 ,419 -,0916 -,2983 -,2395 -,1258 ,3794 ,1856 ,1871 ,3008 Tu - trieu Duoi trieu Tu - trieu Tren trieu ,1439 -,0563 -,0262 ,0875 Tu - trieu Duoi trieu -,0301 ,11949 ,801 -,2656 ,2054 Tu - trieu ,0262 ,10822 ,809 -,1871 ,2395 Tren trieu ,1138 -,1439 -,0875 ,10449 ,11949 ,10822 ,277 ,230 ,419 -,0922 -,3794 -,3008 ,3197 ,0916 ,1258 Tu - trieu -,1138 ,10449 ,277 -,3197 ,0922 Tu - trieu -,4410(*) ,13886 ,002 -,7147 -,1673 Tren trieu DE Duoi trieu Duoi trieu Tu - trieu xxxiv Tu - trieu Tu - trieu Tren trieu Duoi trieu Tu - trieu -,2839(*) -,1966 ,4410(*) ,13516 ,13516 ,13886 ,037 ,147 ,002 -,5503 -,4630 ,1673 -,0175 ,0698 ,7147 ,12241 ,201 -,0841 ,3984 ,2444(*) ,12241 ,047 ,0032 ,4857 Tu - trieu Duoi trieu Tren trieu Tu - trieu Tren trieu Duoi trieu ,2839(*) -,1571 ,0873 ,1966 ,13516 ,12241 ,11819 ,13516 ,037 ,201 ,461 ,147 ,0175 -,3984 -,1457 -,0698 ,5503 ,0841 ,3203 ,4630 Tu - trieu -,2444(*) ,12241 ,047 -,4857 -,0032 Tu - trieu -,0873 ,11819 ,461 -,3203 ,1457 Tu - trieu Tu - trieu Tren trieu -,0851 ,0592 ,0486 ,11065 ,10769 ,10769 ,443 ,583 ,652 -,3032 -,1530 -,1636 ,1330 ,2715 ,2609 Duoi trieu ,0851 ,11065 ,443 -,1330 ,3032 Tu - trieu ,1443 ,09754 ,140 -,0479 ,3365 Tren trieu Duoi trieu Tu - trieu ,1337 -,0592 -,1443 ,09754 ,10769 ,09754 ,172 ,583 ,140 -,0585 -,2715 -,3365 ,3260 ,1530 ,0479 Tren trieu -,0106 ,09417 ,911 -,1962 ,1750 Duoi trieu -,0486 ,10769 ,652 -,2609 ,1636 Tu - trieu Tu - trieu Tu - trieu Tu - trieu -,1337 ,0106 -,0699 ,1941 ,09754 ,09417 ,15411 ,14999 ,172 ,911 ,650 ,197 -,3260 -,1750 -,3737 -,1015 ,0585 ,1962 ,2338 ,4898 Tren trieu ,2354 ,14999 ,118 -,0602 ,5310 Duoi trieu ,0699 ,15411 ,650 -,2338 ,3737 ,2641 ,3053(*) -,1941 ,13585 ,13585 ,14999 ,053 ,026 ,197 -,0037 ,0376 -,4898 ,5318 ,5731 ,1015 Tu - trieu -,2641 ,13585 ,053 -,5318 ,0037 Tren trieu BS ,1571 Tren trieu ,0413 ,13117 ,753 -,2173 ,2998 Duoi trieu -,2354 -,3053(*) -,0413 ,14999 ,13585 ,13117 ,118 ,026 ,753 -,5310 -,5731 -,2998 ,0602 -,0376 ,2173 Duoi trieu Tu - trieu Tu - trieu Tren trieu LO Duoi trieu Tu - trieu Tu - trieu Tu - trieu Tren trieu Tren trieu Duoi trieu Tu - trieu Tu - trieu * The mean difference is significant at the 05 level ... Trong thành ph n c u thành nên tài s n th thành i ng hi u, lòng trung c xem thành ph n c t lõi Nh ng li u n thành ph n c t lõi ch ng? N u nâng cao c m nh n c a khách hàng v thành ph n khác c a tài. .. ng thành ph n s vào ý t ng ó, nghiên c u thành v i th nh h ng khách hàng mua s n ph m, n s hài lòng c a khách hàng D a a gi thuy t v m i quan h gi a Lòng trung ng hi u thành ph n khác c a Tài. .. quan h i qui nh m xây d ng ph ng c a thành ph n Tài s n th trung thành th Dùng ki m ng hi u ng trình mơ t m c ng hi u n thành ph n Lòng ng hi u nh T-test Anova nhóm khách hàng có thành ph n tài