Bài giảng môn học Hành vi khách hàng - ThS. Phùng Minh Tuấn

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  1. TRệễỉNG ẹAẽI HOẽC TOÂN ẹệÙC THAẫNG KHOA QUAÛN TRề KINH DOANH # " MOÂN HOẽC HAỉNH VI KHAÙCH HAỉNG GIAÛNG VIEÂN: ThS. PHUỉNG MINH TUAÁN ế
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  44. A$5  $J57 @!7P:I$8C$) $ 8!C$$ .T$I6P9 $CA6$ 7;?PF.T$I6PU8!DM! C$CA66$)5Q  8!6P 9 4D'%$) C$=  5Q$!$9 $J4C! 6R I$4C$2'!8C$) $J*8!$A<7<?;'. K<7!6P; 6<7<        # 5 # 3  - 5Q$!PI <Q 4  $Q7@I57$)$J?$)$J$ 9 $! $) P6M!C$ '$ 4$84 D=O$ P6M! 5Q577@I= CP7;76$)$J)D $) $JM!I$ 5Q57$H)!$  8!;$CI 8!7HM!9 $ $?$CA4$?9 $5 5 ?9 .J C.7H6P; M U=        /
  45. )$5  ;$O$6$)$J2H9  5Q7P >!)4B$ )D  I$ $6$$! !$$)5Q 'D C 62T 9 ;$$PC $MH$)! ;:2T 6P$H)!9 42C $5 $?'L6  5Q!456 7F $) $P ;! 9 D$5 $7P;! 9  D4CY4C8C$C=  ! $Q $$O$4ODM! $H%I$;U9 $$4C6P' 9 $CAHT4$D 8C$).A'D$=        1 5 # I+!"&   8!H$I 6P$)$J? 5Q$! 57$6P$CI= 9 O$UP7H 5L OP6!;M!  5Q=  5 %?CP;5$)5$8!$A O9 $P 5Q$!! $)  69 ;.6P26TM! = 9 $$H%9  M!;.Q 5D6P  5Q$!PI $B9 = O$P4  6P $)L6D!P $P;5$ $O$PI$O2U7H 9 $=        
  46. 5 #  CI2G$9 C C$U$! 52!$)%$J'69 ? 9  C$6P9  56 PI M!I$ 5QU66 I$4C$!I$;$5L P=  5Q$!$CIU66O$< ;6D*  C?$)?8C?A H?$.606= CI2A3< O8O$$!4 $ I$U$57 P?O66! )Q!=         5 #  CI7P 5Q$!:;4C5$8C U669 ;6$$5 $= 5Q$!4  . $6P.J 66L;6$$B I$C6= CI.K.$O$4D;J 76P$)=E$OP)5$4$! 57 $CI= CIM!I$ 5Q57 $P$BI$4J5$8C?% U$! 79 $CI4C9!=  E$O 5Q$!4% $%7P ;.M!.R7.669 $CI ;O?J4 %U  $! $C IM!< 5Q=5 D?Q 9  $)5Q 7. H7D4P.)5$$U$4K 9 L7D$! $CI57 'R.7HI$C$B!C =        +
  47.  5 /*C$)8O$ !M!4!! ! A  $)!! 36 4 %6!7!$ 346G;$.)!;B   B!6) 7$B)!$6B; )!$  B!) BB2 B $          !6!$)$) 6%! ;N !6!$)$) 6%!;N*  W 5QM56 * 5Q$%%7%; $5L !I$;.!26TT$=  W 5Q5L * 5Q8! !4O5L O8O$  W 5Q8O$* 5Q8O$<O $U$) 8O$!;* %! 4 ?!C ?P5$OP!! LA=  W 5Q!* 5Q$D6D!; $$O  W 5Q;:2T * 5Q$%2R !;:2T  ;.!26T       
  48. !6!$)$) 6%! ;N  3!(!6%!!6!$) $) 6%!;N*   O$4O;.  CCI2 $ D.  GA'  A;C4O  %(!5 $) !)4B$ ..        9 !4%(!6!;N C$ 8!8O$M! 5Q$%2R $!  $?$B48O$!;= 9 P .J$H6P$$;TFB 5Q !.A4=6P 5Q$! ! 8O$= ;;!B7.A)!'U4P6!;M! 5Q $%2R NJ6PJI$! !M! 5Q! 6PJI4C! 9!CD= U4P 577D$4%5;!= W!6!;N.5$!. W!6!;N!('!(!! W!6!;N$ $5 W!6!;N$4%;5!2!        "
  49. GA7!!6!;N / ,+$* / ,+$* $$) $!0  $. $ 1*$ $ 1*$  2(*0 $0 2(* *3* 2 ,$4$ $. $ 1*$ $ 1*$ 2(*,$%*#$%) 2(*+ $ ) $  "         # !6!;N.5$!.  5Q$%2R P6!; .J$H.4<$! !6P6D !;6P;$J)X9 4C'D$ 76 9!CD=  5Q$%2R $! !$)  9 $)5Q 7.;.$$?$ 4!?)M)?6P$C2T  $'D!=    $5Q  5Q$%2R  4 'O$767H;. 6P.$=        /
  50. !$)!;N.5 $!. 5Q!;T.$)8!I$ 8C$)*  CA2 $6;.  CI  !<P I$C$ $)< =        1 !$%!%($$ 5 !6!;N.5$!.  %(5P6  .$ $  C C 5Q$%2R =  CA2 9 O757DL$)7 5Q!$ 9 $N M!76.;.?$8! $)< $5 UM! 6P;C C!69  $5$$5 U8!$)< M!D $=  !;54!'%$ 53!!!3%  :2T .5 $D56P'P 6$D2P$ 9 77M!D  I 6%A6%'CP M!:!P 6P9   5Q8BM! 5Q!$CI O6D7! <DUR =        
  51. !6!;N!('!(;5 !!  5Q$%2R $! !6P6D! ;N  CD4 4C!$!3 %  >P $$  $4!  )M)=  %$!4C! !)4B$ .D $H2 $6P5!)!9  C C . 5Q$%2R  %$A66C75H<M! =        ++
  52. !6!;N$  $5  $;$! !M! 5Q$%2R   - ;4C!76 9!CD=  O 7P2 $8B?J4 .7PI$;$)  $P66D=  >!9 ;.)F$6P!$5Q  %=  ) $)5Q 7.P?P6M! 5Q$% 2R 4 $)8!$)$'$5Q  $@$CI@P6=  5Q$%2R 4 )!;J$4O$  $6CD?C CC3 M! ?)4O8O$! DP=        + !6!;N$  $5  TI $O.$ $4B$)! CT8 C$)%'C=  H$)!8 C$H)!;8B$I66 DJ4 $H)!;$$5L 6PD=  5Q$%2R 4 $PI$$CI)X)P  6I$D?P7! 68B$I=  !4!?<$4 C C6D7!<6 <4 8!$AO;.=  568C$)!;7P$6PD 57$P$B$)$J577@I$TI ? $O.O7PP6!P ?)4;!$$O.O 6DC C=        +
  53. ! %($$ & !6!! $  $5  :2T  C6PC'D.C.4$$%$T 4$6D2R $:;.?6 5Q!4  '3$T66'5$4?DP=  -8 C>%5H6PI$6P $BU$= 9 '$57 6P)5$8! $)< ?'L6 2G66P 766D=  CO28 C.73.73.7H766 $Q757  = )D8C .5 $D'C?67PI$.5 $D4  N%)5$.R7.66$)5Q 7.7@I $)$J$TI =  ED7.4OH8 C.2!$)%;L7; $O$8O$ $B 5Q!<C 2DI$;.5$$B'$57  57 6P7=        +9 ! %($$ & !6!;N$  $5  ;.4 ;$P; .;=P$$D57 'D C ;.669 657%8!  .$57 766I$$U C A98!P   C$$C 77%9 H T6 C$)CA!7F $$)< =  ; $%I$$5$8!$)< I$; .$;?Y H5' ; 6$! 56U $5Q =  9 O757PQ 7P 5Q$%2R  ;$8J$5.7%J68!.$? 4  $$ 5Q$%2R OP6!; ;=        +"
  54.  2">J" "@.">3 7  5Q$%2R $;  CD4C!)5$=  5Q$%2R $! D)5$ 7=  5Q$%2R 3 9 $P   !3%!4 AAN=  ! !!3%;!4!  !(!3%(7A!;!6$; $A$(!;!(.A(  ! D>7P$4O;! 2H J4 .64 P7F =        +# ! 6 &!6 !$4%;5!2!  G47,#,@;@T,32   73$2X   +  73$>,#@@], X2">#"?,T,@, :$#@?XX9@?3UIY :X7S2XY*2 ,$Y ,T*#, I.+  ,?T,,@@],"@" >S37\,T,,X*TZ:9@@: 3%9: 93"X":]2X $Y,T*X#7*.! "+        +/
  55. E;! %58!$) $ 8!8%$! ;N  9  $% %.;T % J8C$)$ 8!8O$! ;NU667H;.M!=  5Q$%2R .!(5A2!  6!$%   !)4B$  4C!U66$8 =  P$OP9  5Q7P>!)4B$  7H$)!9  !H $) 8C$)!;I$; .5$'5$4?P\        +
  56. 5*C!A  AA$.!$$5$!5*53  A'!(?$'!(N = 53 A!$$3! A?53 ! $(!!3 A$B4 %'!($A=  A'N$ $5$!A4 $$5'% !$ 8!! ! 8!(! 5=        + 5* 4%$ $  )! $!$4%$ $ $5   )! $!$4%$ $$%$         +
  57. $ $  4$ $CA*!?'H'N? P ? 5Q8B= $ $! 5N ! !?4N( =  4$ $$5 H* C?A 6%'CP ?H7;?'!'?$)7=  $ $!5N $ '!=  4$ $ I * C.5 $D $ $H ?C$ J %J  5Q$%2R =  4$ $$ D*Q? % J6P;:2T ;.=         59*! !!.5  !   .7 I4#,,?2 I, 3,4 :  ?,*"?$ 3342  7 $#  *,,*"*  .7 +  *,, ?">J"@,  $ $.3,E@,  ?>?"? ?>2. >3 ,4 .7 ,4.7.  ,,2 >:#+        
  58. N$(! 5$% 2  5$%2 $!$(!!3 A(!  5$%2 $4%7$5$ N (!;!(.A(  $4%$) 3 !(.!.;!( .A($6!7A$  53 $A$! 5$%2  8!$A7!8!$) !('A$$! ($$B;!(.A(= $)5 5 .A4$B53 $A$8! $) 6 5$%2         9 -J,,4>4: 4"4 43.>3,4  4 : 4"+        "
  59. N$(! 5$% 2   .7 ,*.47 7#*,2  >*3.43:   .7 ,*.4>?,, ,3.43   .7 ,*.43;*,4 $,44 *   .7 ,*.43;*> 2 ,4 @,        # 5"*%$! .7,&,[UX 3"  ],Z+ .,,[UI;2X* 3"2X$3" X+ N 3?,4 @, N E ?         /
  60. 3?,4 @,  >JIP$CIM!9  5Q 4C7P;O.5 C5$%M! I$ 5QP.T$I6P! *  >JI7D$L$CI.U M! 5Q4CU66.5 C5 $%M! 5Q$%2R   I M! 5Q$%2R 7P $B UM! 5Q4C=        1 !(! 54!  CI.UM! 5Q4CP H6P  5Q4CP   Q66 5Q$%2R  $P 4N  5Q$%2R  >;!P M!=  >JI5!$M! 5Q!U66I$ D;T$N 7%OI$ 5QP 57 5Q5!$Q M ID P=  (5L M!9  5Q4C;T$)L% .J$H.4I$6P 5Q$A66  5Q!;4O$)C 57!6P 5Q !7HU7P67F $5$9  5Q =        
  61. 53 $ 'A$   5Q$%2R $P;!P  $)%;L9 O$U5$.24O M! !? C24O6P7724OM! ;.=  - 5Q$%2R ;.;:!PI $ 9 O$U$U '5$ Q$5$ DI$ I$6P7P$! ;! P =  E69 ;L$6P$9 ; !P Q 4 .7P9 25 DP$P$'C$)56P6! P =         53 $ 'A$   O$M! 5Q$%2R $! ? !['B8O$!P  5L )5$)M)$J57=  9 P $$FB.5. )M)LI$JIP=  >JI)M)$J57$! $B;U $' ?JI4  M!C$5$6PJI$$M! 5Q $%2R =  5Q$%2R $)4!9 'D.C. 5$ '6$)M)?5['B8O$ ?$$.$ $$8'H'N?6P9  O$U A)! C')M)L 5Q$% 2R ? 5.9 $ $6PL$)7 7P '6$)M)$J57=       +
  62. 5#*!6A!3  !4!;. 5Q$%2R ;T $5P7F !4 P7F LI$JI P=  5Q$%2R Q ;T9 PI  ;!4!6P9 C;:2T ;.=  !4!I$;. 5Q$%2R  $.C$D)!4O$$$=  9  5Q!4 U; .4O$$$  9  5Q$CI'P 8!66 4O$$$  $)D 4O$$$7H$$% C $)M!;.=  9 4O$$$$ A   5Q$%2R =         !;!%(5! 7 (!4!! ;!4 !  >JIP7F M! 5Q!7PI$P M!JI ! 9!9 4?6< M!  5Q!L;.6P9 $N ;: 2T $J57M!;.=  O9 $N ;:2T M!;. 4 $5 J 669 4?6< M! 4CP $ 5Q4CP ;T4  P7F =  OC.J 579 4?6< $ 4CP ;TP7F =  O657$8C4?6< $ 5Q4CP  ;T)5$P7F =        
  63. 53 ! ;!4 !  O 5Q$%2R P7F $ C;5$ 5Q;T!; .59!;T76=  5Q4CP P7F Q ;T 56 !;F9  K$$U$6D669   5Q4C=        9 53 ! ;!4 !  5Q$%2R 4 P7F $.J  4C!= 5$!;TU  7P '6$ JI4 5 ;6 5Q7U   :$H%I$;PF!I$H?;5$8C !;.R7. 9!C;4O?;'O$6P C$)M!<=  9  5Q$%2R 4 5 ;;T. J $BI$$) !56 PI =  <$U  7P '6$JI 4 5 ;'D C6J$'B!B$)7H ;.  <$U  $4O9 $  $C C$)!M!!'B8! 9 $ $$CA C$)$5. M!=        "
  64. 53 ! ;!4 !  9 PI  4!'! 4 6D4OH66 $?O 3.7$ ;5?!4OH669 4C $ . 5Q!57;P 7F ?52! D.?C8!$5 A! P56=  5Q!>$4 !; .9!<C)Q'B!'C I 'H'N<C)!=        # ! 44!! 4  !7 N!7 ;!4 !   $'$U!9 4%4CP  $)'P4OH66 $=   $! %9 $ $.4M! 4CP 6PB7PI$4  8 $O P !6P4O$8H$I M!=  5!7%8 C9  5QP7F 66DM! =   4CP  .;$O  5!)!2!;C9 !'26T=  EO$9 $P7D56 2J2G=  :9  5Q!I$$H.N $9  'P6O$69 J 2T 6M!C$=  P)!<$'9 4%$$D 4CP 4OH6P 8O$! L'5$ 'M!4CP =        /
  65. ! 44!! 4  !7 N!7 ;!4 !   %J$;:2T 6P: 7;;.'O$579 65 6PI$;=  5Q$%2R .C$D)!9  T 6M!;.?;!$8 C 9  2T 6=  O 5Q$%2R O.;.  O<'C!B ;.?$ J$%$T;.6;T' =  O<6J$'B;.?<:7; 5$OP?5$7PO$ 5L 5O$)5Q =        1 ! (!4!! 7! 2! %.        
  66. 5 1*N%('!( (!4!! &         5 1*;54!!(! !64!! !A 6!&        9+
  67. 5 1*!6!$)! A$) & $) 6% 8%$!!  5 !(  5 A!(5(  5!7A.$%A(  5)!8%$  5!  5;5(2  -B(.!'(  5(   5 A.$ $        9 5 1* !( 5(        9
  68. 5 *P64! ! 6P%75!)4B$ A8!$) (!!64!! 6 57! !)4B$ *  C$J5$$) !)4B$  7666D'$ 57 %A6;!4CP 7HPI 5$O P34 =  C% !$O.$4<'O$;A;)D P 64CP ;T .<57 7P8!$)< U 664CP 4 $Q5!)!9 $CI 8!$)<  U666D)!8O$M!4CP =  :2T $ $#P?17:$$H)! 9 5 $)+34P<$$5L )D ;T!  7H774CP =#  O$U$CI OC)!8O$M!4CP $$7P .J$H.=  0!'$)G6PN;A6P$A7;.$)5  M! 5Q$) I=#ELI$CA$) I 4 ! U !%4 $579  %$  $ $57C$JPC ": !575!)!=        99 5 *P64! ! 6P%75!)4B$  %J<!$I M!4C P I$C %$;T $5!)!57:! <6 P6!;M!4CP * 6;!<!P P6P6 ;!4 \#        9"
  69. 5 *P64! ! 6P%75!)4B$  'O$;A;6P64C P 7P!4!I$O757 !)4B$ $P ?$) 566P 8U$O=  CP$O.$UC$ $)5Q T$%?$)!9 H$ $)5Q 6?4$)!57$$J  M!;.?$7.7;M!6D C?.A.U6PC C57D 8M!5 $)8 C? 4OH2!$)%4O$8  %JP64CP       9# 5 *P64! ! 6P%75!)4B$  GA4$$)5Q 7P;LM!O$ 9 O757>!)4B$ =.C$$) 9 O757>!)4B$ $P ?C P$O.$.$$)5Q 57.A 45$OP6PP64CP 4C !5$OPL9 .A4$ $)5Q 4C!=  >I$;'O$69 6P 6P64C P 7P$O$$5$)!)4B$ " I$C.R7.=  U66O757;.*ED %J 4CP  .P8$)>!)4B$  '$57?$OM!4CP ? 5!)!57C;.$D .R7.6656UM!4CP =        9/
  70. 5 *P64! ! 6P%75!)4B$  E2T* C;.57PC4=$$ ;U7P4O$8M!6D7  B;4O$8 9  5Q4CP ;:2T C $ $5Q $U4K4;:2T .6P 75 9?:7;4 $770  U666D C* %J4CP  . $ C.R7.6P3'D$7P $)!9 J C$A7;P4CP  ;O;P $)=  E2T* $ U6$O5$ 757 !D;.$ . CD!U$M H$)!O$$)5Q T$%$6PU 8!D 9! C6P5$757 = Y H 5;9!''$M!>=?56! !B7?B  >'0        91 5 *P64! ! 6P%75!)4B$  #H D"&7(7 1 !BB 4+67+  "E9"B$!":":"E+9@9 !"G  #H D"&1: 1 !7! .3: 34$!":$4+3 .!  9+D BE 97?0"N1 73I "E ""N:3@+1G        9
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