Trải nghiệm khách hàng và hành trình mua hàng tiếp cận mới trong nghiên cứu hành vi khách hàng

Trai nghiem khach hang va Hanh trinh mua hang

- Tiep can mdfi trong nghien culi
hanh vi khach hans
^

NGUYEN HAI NINH'
NGCIYIN DAMG TRIEN"

Tom tat
Bdi viet nghien cffu cdc quan diem nen tdng ve trdi nghiim khdch hdng. phuang phdp do ludng
trdi nghiim cda khdch hdng. hdnh trinh mua cda khdch hdng, iff do. de xudt mgt sdhdm y qudn
tri cho cdc doanh nghiip nhdm tdi Uu trdi nghiem khdch hdng vd dieu hudng hdnh vi khdch hdng.
Tff khoa: trdi nghiem khdch hdng. phuang phdp do ludng trdi nghiim khdch hdng, diem chgm,
hdnh trinh khdch hdng
Summary
This research focuses on presenting the fundamental views of customer experience,
measurement methods of customer experience, customer journey. Afterwards, il proposes
some managerial implications for businesses to optimize customer experience and navigate
customer behavior.
Keywords: customer experience, measurement methods of customer experience, louchpoint,
customer journey
GIOI THIEU
Trong edc nghien cffu gan day cua Imh vffc hdnh
vi khach hang, trai nghiem khach hang vd hanh trinh
mua hang thu htit dffdc rd't nhieu sff quan tdm. Theo do,
hanh vi mua cua khdch hang Id mdt hdnh trinh khep
kin bao gdm nhidu diem cham tffdng tac va vdi mdi
diem cham, khach hang se phdt sinh cam xuc vd trai
nghiem. Trai nghiem tai diem cham, trffdc se Id tien de
va dieu hffdng hdnh vi cua khdch hang d nhffng diem

cham tie'p theo. Vi the, doanh nghiep can nhdn thffe
va xac dinh chinh xac nhiihg diem cham, ma khach
hang se cd tffdng tdc vdi doanh nghiep nhdm tao ra
nhffng trai nghiem tich cffc cho khach hdng. VI vdy,
nghien cffu ndy la mdt each tie'p can mdi trong nghidn
cthi hanh vi khdch hang, tff do. dffa ra mdt sd'gOi y cho
cdng tdc quan tri marketing eua doanh nghiep.
CAC QUAN DIEM NEN TANG
Trai nghiem khach hang (customer experience)
Khdi nifm trdi nghi$m khdch hdng
Sehmitt va cpng sff (1999) dinh nghTa, trai nghiem
cua khdch hang thdng qua 5 loai trai nghiem, bao gdm:
Cam gidc (gidc quan); Tinh cam (cam gide); Nhan thffe
(suy nghT); The chat (hanh ddng); Kinh nghiem nhdn
dang xa hpi (Hen quan).

Nghien cffu cua Verhoef va cdng sff
(2009) cho rdng, trai nghiem cua khdch
hdng bat ngudn tff mpt tap hdp cdc tffdng
tac giffa khach hang va san pham, cdng
ty hoac mpt phan cua td chffc, dieu ndy
gdy ra cdc phan ffng.
Meyer va Schwager (2007) bd sung
dinh nghia trai nghiem cua khdch hang
khi cho rang, tffdng tac trffc tie'p thffdng
xua't hien trong nhffng hoat ddng, ma
doanh nghiep cd tie'p xiic trffc tie^p vdi
khdch hang trong qud trinh mua vd su"
dung san pham, dich vu. Tffdng tdc gidn
de'p thdng qua quang cdo, truyen thdng.

Phffcfng phdp do lining trdi nghidm
khdch hdng vd cdc yeu tdtdc dgng
Mpt trong nhffng phffdng phdp do
Iffdng truyen thd'ng ve trai nghidm cua
khdeh hang Id do Iffdng gia tri cam nhan
(percieved value) - vdi viec ddnh gid
chu quan cua khach hang vdi gid tri ho
nhdn dffdc trong tffdng quan vdi chi phi
ho phai bd ra. Phffdng phdp nay dffdc
de xud't va phat trien bdi Parasuraman.
ZeithamI va Berry (1988); ZeithamI,
Berry va Parasuraman (1996) vdi viec
do Iffdng 5 khia canh chinh cua chat

'TS., Trffdng Dgi hpc Ngoai thffdng
" T h S . , Viettel Ha Noi
Ngdv nhdn bdi: 08/6/2020; Ngdy phdn bien 20/6/2020; Ngdy duyf I ddng: 26/6/2020

162


Iffdng dich vu, bao gdm; Dd tin cay; Sff
ddm bao; Sff dam bao; Sff ddng cam; Kha
ndng ddp ffng. Thang do ndy da va dang
dffdc sij" dung phd bidn trong cac nghien
cffu marketing vdi md hinh SERQUAL,
SERPERF. Tuy nhien, viec do Iffdng dffa
vao gid tri cam nhdn thffdng chi do dffdc
gid tri tdng hdp cua trai nghiem bao gdm
ca cam xue, nhan thffc, ddnh gia, phan

dodn va dff bao hanh vi cua qud trinh
mua hang.
Brakus va cpng sff (2009) de xud't
thang do trai nglii^m vdi thffdng hieu
(brand experience) do Iffdng 4 khia canh
cua trai nghiem cua khach hdng vdi
thffdng hieu, bao gdm: Giac quan; Tinh
cam; Tri tue; Hdnh vi. Trong dd, tdc gia
kiem dinh mo'i quan he giffa trai nghiem
thffdng hieu vd tinh cdch thffdng hieu, sff
hdi long vd ldng trung thdnh. Thang do
nay dffdc phat trien dffa tren khdi niem
ve trai nghiem khach hang dffdc de xua't
bcii Sehmitt vacpng sff (1999),
0 gdc dp ffng dung va ket hpp trai
nghiem khdeh hang vdi hanh trinh mua
hang, Maklan va Klaus (2011) de xud't
nhin nhdn va danh gia trai nghiem cua
khdch hang dffdi 4 khia eanh, bao gdm:
(1) Sff an tam (peace of mind); (2)
Khoanh khac cua sff that (moments of
truth); (3) Ket qua trpng tam (outcome
focus); (4) Kinh nghiem dd'i vdi san
pham (product experience), Mac dii day
la mpt thang do mdi dffdc phat trien,
nhuiig lai dang la phffdng phdp do Iffdng
phd bie'n va dffpc danh gid la phu hdp
nhd't trong cac nghien cffu ve trai nghiem
khdch hang. Nd xem xet trai nghiem
khach hdng d tffng thdi diem quan trpng

mang tinh bffdc ngodt eua hdnh trinh
mua - khodnh khac cua sff that (moments
of truth) vd cam xuc phdt sinh - sff an tdm
(peace of mind).
Hanh trinh mua cua khach hang
(Customer journey)
Mo hinh hanh vi mua dffdc phdt trien
vd cdng bdbdi PhiHip Kotler (1967), md
hinh ndy vdi 5 bffdc, bao gdm: (1) Phat
sinh nhu ciu; (2) Tim kiem thdng tin; (3)
Banh gid edc phffdng an; (4) Mua hang;
(5) Hanh vi sau mua. Qud trinh thffc
hien hanh vi mua dffdc chia thdnh 3 giai
doan chinh, dd la: Trffdc khi mua (prepurchase); Trong khi mua (purhase); Sau
khi mua (post-purchase).
Khi nghien cffu vd trai nghiem eua
khdch hdng trong qua trinh mua hang,
cdc nhd nghien cuXi Iy thuye't nhan tha'y.

cac nhan td cam xuc, nhan thffe dffdng nhff da bi bd
qua. Vi the, Howard va Sheth (1969), NesHn vd cdng
sff (2006) da de xud't md hinh hanh tnnh mua cua
khdch hdng vdi sff tich hpp cua trai nghiem cua khdch
hdng vao ba giai doan cua qua trinh mua hdng de tao
nen mdt he thdng ly thuyet hoan chinh hdn, Theo dd,
hdnh vi mua cua khach hdng Id mpt qud trinh bao gdm
tap hdp cua edc hanh ddng tie'p nd'i nhau lien tuc, d dd
doanh nghiep vd khdch hang tffdng tac vdi nhau tai cdc
diem eham (touch points) va tai cdc diem cham dd,
khach hdng se phat sinh trai nghiem.

Nghien cffu cua Kankainen va cpng sff (2012) md
ta hanh trinh khdch hang nhff la qua trinh trai nghiem
dich vu thdng qua cde diem Hep xuc khde nhau tff gdc
nhin cua khdch hang.
Patricio va cdng sff (2011) de xud't quan didm hanh
trinh khach hang la mdt ehudi cdc diem cham bao gdm
td't ca cac hoat ddng, sff kien nham muc tidu eung ca'p
dich vu tdi khdeh hang tff gdc tie'p cdn cua khdch hang.
Ca hai khai niem cua Kankamen va cpng sff (2012),
Patricio va cdng sff (2011) deu cd sff xua't hien cua hai
thudt ngff "diem tiep xuc - diem cham" vd "gdc dp tie'p
can cua khach hang". Vi the, cd the khdng dinh, hanh
trinh khdch hang Id hanh trinh cua nhffng diem cham
dffdc xay dffng dffa tren gdc nhin tff phia khach hang.
Day chinh la diem khdc biet kha Idn giffa md hinh
hanh vi mua truyen thd'ng dffPc PhiHip Kotler (1967)
de xud't, tai dd cdc hoat ddng dffdc thiet ke dffa tren
quan diem, gdc nhin eua doanh nghiep, nhd eung cap
san pham, dieh vu.
Didm ch^m (touch point)
Cd ra't nhieu nghien cu\i xem xet va dffa ra quan
niem ve diem eham giffa khdeh hang va doanh nghiSp.
Cd nghien cffu cho rdng, diem cham khdng nham de
didn ta mdt thdi diem, ma la mot bffdc (step), mot giai
doan (stage, period) trong qua tnnh mua hdng cua
khdch hang. Tuy nhien, td't ca cdc nghien cffu va cdng
bd' deu ddng thuan vdi quan diem, doanh nghiep va
khdch hang chdc chan se cd tffdng tac tai diem cham.
Trong cde nghien cffu ve hanh trinh khdch hang, cd
ra't nhieu cdch phan loai diem cham, tuy nhien, phd

bien nhd't la each phdn loai dffa tren dd'i tffdng tdc dpng
chinh. Cdeh phdn loai nay dffdc Baxendale vd cdng sff
(2015), De Haan. W Diesel va Pauwels (2016) ung hd,
trong dd diem cham dffde xac dinh Id diem tiep xuc,
tffdng tde va mang lai trai nghiem cho khach hang, bao
gdm: (1) Diem cham tff thffdng hieu/doanh nghiep; (2)
Diem cham tff ddi tde cung ca'p dich vu; (3) Diem cham
tff khach hang; (4) Didm cham tff xa hdi/va cac ye'u td
dpc lap ben ngoai.
Khach hang cd the tiep xuc. tffdng tdc vdi mot vai
loai hoac ta't ca cac loai diem cham nay trong hanh
trinh mua hang cua minh va mdi diem cham, tiiy thupc
vao ban chd't vd ddc tinh rieng cd cua hanh trinh mua,
ma cd tde dpng vd mffc dd anh hffdng khac nhau. Do
do, cho dtl cung mpt loai diem cham, nhffng vdi mdi
nhdm khach hang khdc nhau. mdi loai san pham djch
vu khac nhau lai cd tdc ddng khde nhau. Cu the:

163


- Diem chgm tff thuang hieu/doanh nghiep (brandowned touch point): la cdc diem tffdng tae dffdc thidt ke
va chu ddng thffc hien bdi cdng ty va dffdi sff kiem soat
ciia cdng ty, bao gdm ta't ca cac boat dpng marketing,
ban hang vd truyen thdng do doanh nghiep thffc hien.
- Diem chgm iff doi tdc cung cdp dich vu (partnerowned touch point): la nhffng diem tffdng tac gidn tidp
giffa doanh nghiep vd khdeh hang thdng qua tffdng tac
vdi ddi tac Clia doanh nghidp. Dd'i tdc d day cd the la
dai ly cung ca'p dich vu, san pham, cac ddn vi quang
cdo, truyen thdng thue ngoai.

- Diem chgm iff khdch hdng (customer - owned touch
point): la nhu^g diem nfdng tac, md khdch hang chu
ddng thffc hien de giao tiep vdi doanh nghiep. NhiSig
diem cham nay cd the xud't hien trong ta't ca cac giai doan
tff trffdc khi mua, trong khi mua va sau khi mua. Khach
hang chu dpng tim kiem thdng tin, nhan tin, gpi dien cho
doanh nghiep de tim hieu ve san pham dich vu cua doanh
nghiep thdng qua cdc kenh thdng tin eua doanh nghiep.
- Diem chgm tff phia mdi Irudng xd hgi (Social/
external owned touch point): la nhffng diem eham xud't
phdt tff cac ye^u tdben ngodi doanh nghiep, nhff: truyen
thdng xa hpi, nhu'ng website ddnh gid, nhffng nhan
dinh cua chuyen gia, hay thdm chi Id lffdt like, share
cua ngffdi dung mang xa hdi.
Manchanda, Packard va Pattabhiramaiah (2015)
cho rang, nhffng diem cham khdng chu dich nay lai
dffdc khdch hdng sff dung nhidu ldm kenh tham chieu
khi thffc hien hanh trinh mua hang cua minh.
Tdi ffu hoa trai nghidm khach hang
Td'i Uli hod trai nghiem khdch hang (customer
experience optimization) Id mpt cdch tiep can todn
dien ve trai nghiem khdch hang tren hdnh trinh mua
hang tff khi khdeh hang chffa phdt sinh nhu cau den
hanh vi sau mua hang. Yeu cau quan trpng cua boat
ddng td'i ffu trai nghiem khdch hdng Id tao ra sff thd'ng
nha't ve thdng diep, hinh anh, ban sac va dac diem ciia
doanh nghiep, san pham tren ta't ca cac kenh truyen
thong, edc diem cham tffdng tac trong todn bp vdng lap
eiia qua trinh mua hang.
Mtic tieu tm lAi trdi nghiem khdch hdng

Muc Heu cd ban ciia viee td'i ffu trai nghiem khach
hang la tao ra gdc nhin ddng nha't ve chd't Iffdng san
pham, tinh nha't qudn trong dich vu md doanh nghiep
cung ffng.
Theo so lieu nghien cu\i cua to chffc nghien cffu
khdch hang Genesys, doanh nghiep cd ba mue tieu
chinh khi thffc hien hoat ddng tdi ffu trai nghiem khdch
hang, bao gdm: Tdng mffe dp thffc hien hanh vi mua lap
Iai (42%); Tang mffe dp hai long vdi san pham, dich vu
cua doanh nghiep (33%); Tang kha nang bdn cheo san
phd'm (32%). Cung theo nghien cffu tren, cdc nhd khoa
hpc de xua't doanh nghiep ehu ddng thffc hien hoat ddng
nay, thay vi chi thffc hien khi hoat dpng kinh doanh, bdn
hang gap khd khan hay sut giam (V12Data, 2019).
Nghien cffu cua Forrester cung cho thd'y, nhffng
doanh nghiep cd dffdc trai nghiem khdch hang td't cd
mffc dd nhan biet thffdng hieu cao hdn 1.6 lan, mffe dp

164

hai long cao hdn 1,5 iln, ty le dat hang
cao hdn 1,9 Ian, ty le mua lap lai cao hdn
1,7 lan so vdi cdc doanh nghiep khdc
(V12Data, 2019).
IM ich cua vi$c tdi ffu trdi nghi$m
khdch hdng
Theo dff bao cua Walker, trong 10
ndm tdi trai nghiem cua khdeh hang se
Id ye^u td' dffng dau trong cdc nhan td tdc
ddng den hdnh vi mua hang tren ca cha't

Iffdng san pham hay gid ca. Vi the, viec
td'i ffli trai nghiem khach hang dffdc cdc
nhd nghien cffu xep vao vi tri quan trpng
nhat trong cdc xu hffdng marketing trong
nam 2019. Hdn nffa, khdc vdi mot sd'xu
hffdng khdc, tdi du trai nghiem khdch
hdng dffng vi tri thff nhd't vdi ca 2 md hinh
B2B va B2C (V12Data, 2019). Dieu nay
khdng dinh vai trd tuyet do'i quan trpng
cua viec td'ifffftrai nghiem khdch hdng.
MOT SO GO! Y CHO CONG TAC
QUAN TR!
Trai nghiem khdch hang ddng vai
trd ed't loi trong sff thdnh cdng cua hoat
ddng thu hut va dieu hffdng hanh vi mua
cua khdch hang. Vi vay, de cd the thu
dffdc hieu qua cao nhd't tff boat ddng
marketing, gdp phan thue d^y boat dpng
kmh doanh chung, cdc doanh nghi$p cin
xay dffng chien Iffpc trai nghiem khdch
hdng nhdm tdi ffu trai nghiem tai cac
diem cham tren hdnh trinh mua ciia hp.
Cu the, mpt so'gdi y cho edng tdc quan tri
marketing, nhff sau:
Thff nhdt. xdy dung tdm nhin ro rdng,
mach lgc ve irdi nghiem khdch hdng.
Cdc doanh nghiep can cd mdt tim nhin
tap trung vao khdch hang mdt each
rd rang. Tam nhin nay can dffde thdng
nha't xuyen sud't trong toan bp to chffc,

tff ngffdi lanh dao den nhffng nhdn vien
ban hang trffc tiep. Theo gdi y eiia cac
chuyen gia marketing, thi tam nhin ndy
nen dffdc tich hdp vd cu the hod trong
ban tuyen bd'tam nhin ciia doanh nghiep
nham nha'n manh vai trd cd't ldi cua trai
nghiem khdch hang trong dmh hffdng
phat trien cua doanh nghiep.
Thff hai. hieu khdch hdng Id ai Theo
dd, can xac dinh chdn dung khdch hang
(customer persona) vdi nhffng ddc diem
mang tinh dac trffng. Chi cd hieu bie't mdt
edch sdu sdc ve khdch hang vd nhffng
ddc diem cua hp, doanh nghiep mdi cd
the phuc vu va mang lai trai nghidm td't
nha't cho khdch hang. Ddy chinh Id npi


dung cd ban cua chinh sach lay khach
hiing Iam trung tara.__ _
ThUba tao ket no, cam xuc vdi khdch
M/i|. M l nghiem khach hang mang
nh^eu tinh cam xuc hdn la hilnh dong, vi
the viec CO gang tao ra nMng cam xuc
t6t, sau khi sir dung san pham, dich vu, lii
muc tieu tien quy6t cua cac chien thuSt
toi iru hoa di6m cham.
Thii tu, liu doan va xay dung kich ban
tuang tac vdl khach hang tai diem cham.
Vitedirdoan phan ling cam xiic va hanh

IAI H | U THAMKHAO

vi cua khach hang tai diem cham Mdng tac giiip doanh
nghiep co dUdc cai nhin tdng quat ve ca mat cam xiic
va hanh vi cOa khach hiing tren hanh trinh mua. Xua't
phiit til nhiing du doan, doanh nghiep chii dong xay
dirng nhifng diem cham tinh te nhim tao ra trai nghiem
td't cho khiich hiing cung nhir xiJ ly nliiJng trai nghiem
xau co the phat sinh. Vdi mdi diem cham tren hinh
trinh mua, bao gom: diem cham tir doanh nghiep di6'm
cham tir khiich hilng, hay tit do'i tac va cac ye'u to' moi
tnrdng, doanh nghiep... can co nhtfng kich ban nham
toi Uu cam xdc cho khach hang va loai bo nhifng cd hpi
xua't hien trai nghiem xa'u.•
_

_

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