Vai trò của nhận thức xã hội, trao đổi xã hội và tính xác thực của thương hiệu trong hành vi tham gia của khách hàng một nghiên cứu về dịch vụ khám chữa bệnh ở các bệnh viện tại tp hồ chí minh

- THE ROLE OF SOCIAL COGNITIVE, SOCIAL EXCHANGE AND BRAND AUTHENTICITY IN CUSTOMER PARTICIPATION: A STUDY OF HEALTH CARE SERVICES IN HCMC Chuyên ngành : : 8340101 TP H Í MINH, tháng 12 ii Ngày 29 tháng 12 CH T CH H NG NG KHOA QU N LÝ CÔNG NGHI P MSHV: 1970112 Long 8340101 I II ( ), ) - : 22/03/2021 : 08/11/2021 TP HCM, NG KHOA QU N LÝ CƠNG NGHI P i L IC cho Cơng Bách Khoa TP.HCM vào xin Xin châ h thành cơng ii TĨM T T ng c khách hàng khác), ( ) tham gia %s iii ABSTRACT According to the service-weighted logic, customers are viewed as active value cocreators rather than passive value recipients Client involvement reflects the efforts involved in co-generation engagement (Chan et al., 2010) In the context of health services, this study proposes a structural model of customer engagement behavior in which the antecedents are a combination of social exchange views (including perceived organization support, perceived service provider support and perceived customer support), social cognitive (self-efficacy) and brand authenticity, while the suffixes are quality service quality, word of mouth as well as the quality of life of customers The research was conducted through two steps namely preliminary research and formal research Preliminary research (including preliminary qualitative research, preliminary quantitative research) in order to adjust and supplement the observed variables performed in the previous study to suit the actual conditions in Vietnam and preliminary survey by questionnaire with 48 samples to evaluate the reliability of intrinsic consistency, convergent validity and discriminant validity of the scales Formal quantitative research, linear structural analysis with PLS - SEM was carried out on 355 samples who are individual customers who have used medical and healthcare services in Ho Chi Minh City, supported all of them proposed research hypotheses Specifically, the prefixes belonging to social exchange, social awareness and brand authenticity positively influence customer engagement behavior, and engagement behavior significantly affects service quality, quality of life and intention to continue purchasing services The proposed model explained 68.6% variation of customer engagement behavior, and 50.9% variation of service quality iv : TP v L IC i TÓM T T ii ABSTRACT iii iv v ix x xi 1.2 1.3 1.4 1.5 11 12 13 13 13 14 15 vi 16 17 2.2 18 Gong, 2009 18 2.2.2 Emerson Wagner Mainardes, 2017 19 20 -Kennedy, 2015 21 22 2.3 23 23 2.3.2 24 25 25 26 26 27 28 28 29 30 vii 3.1 30 3.2 32 33 33 -Efficacy) 36 (Brand Authenticity) 36 37 37 3.2.2.2 -of-mouth) 38 39 40 41 50 51 3.4.1 51 3.4.2 SEM 52 3.4.3 SEM 52 56 56 60 62 63 66 66 124 Construct Reliability and Validity BAT 0.904 0.909 0.933 Average Variance Extracted (AVE) 0.777 CP 0.923 0.926 0.940 0.722 FQ 0.905 0.905 0.941 0.841 PCS 0.879 0.885 0.916 0.733 POS 0.897 0.906 0.924 0.711 PSP 0.825 0.839 0.896 0.743 QOL 0.900 0.927 0.937 0.831 SEF 0.810 0.837 0.875 0.639 SOE 0.920 0.911 0.930 0.530 SQ 0.918 0.924 0.935 0.705 TQ 0.917 0.917 0.947 0.857 WOM 0.914 0.981 0.945 0.850 Cronbach's Alpha Composite Reliability rho_A Outer Loadings BAT BAT1 0.833 BAT2 0.849 BAT3 0.920 BAT4 0.920 CP CP1 0.777 CP2 0.861 CP3 0.827 CP4 0.856 CP5 0.900 CP6 0.873 FQ FQ1 0.902 FQ2 0.932 FQ3 0.916 PCS PCS1 0.866 PCS2 0.882 PCS3 0.852 PCS4 0.823 POS POS1 0.820 POS2 0.899 POS3 0.825 PSP QOL SEF TQ WOM 125 POS4 0.755 POS5 0.907 PSP1 0.858 PSP2 0.926 PSP3 0.797 QOL1 0.923 QOL2 0.914 QOL3 0.898 SEF1 0.677 SEF2 0.871 SEF3 0.851 SEF4 0.784 TQ1 0.917 TQ2 0.934 TQ3 0.926 WOM1 0.942 WOM2 0.903 WOM3 0.921 Fornell-Larcker Criterion BAT CP FQ PCS POS PSP BAT CP FQ PCS POS PSP 0.881 0.650 0.693 0.440 0.530 0.600 0.850 0.454 0.378 0.352 0.419 0.917 0.437 0.611 0.607 0.856 0.474 0.667 0.843 0.736 0.862 QOL SEF TQ WOM 0.421 0.450 0.468 0.391 0.481 0.335 0.409 0.396 0.309 0.310 0.673 0.329 0.456 0.460 0.377 0.407 0.397 0.455 0.388 0.298 0.572 0.459 0.476 0.425 QOL 0.912 0.287 0.187 0.750 SEF 0.799 0.086 0.162 SQ 0.905 0.355 TQ 0.926 0.287 WOM 0.922 126 Descriptive Statistics N Minimum Maximum Mean Std Deviation POS1 355 3.97 775 POS2 355 3.95 783 POS3 355 4.01 740 POS4 355 4.00 788 POS5 355 3.55 803 PSP1 355 3.95 803 PSP2 355 4.05 803 PSP3 355 3.99 761 PCS1 355 3.90 790 PCS2 355 4.01 776 PCS3 355 3.95 774 PCS4 355 3.49 855 SEF1 355 3.50 718 SEF2 355 3.85 769 SEF3 355 3.85 803 SEF4 355 3.47 803 BAT1 355 3.75 908 BAT2 355 3.82 883 BAT3 355 3.82 888 BAT4 355 3.73 929 CP1 355 4.01 662 CP2 355 4.01 664 CP3 355 3.99 678 CP4 355 4.04 616 CP5 355 3.99 636 CP6 355 4.03 655 TQ1 355 4.15 876 TQ2 355 4.19 811 TQ3 355 4.12 857 FQ1 355 4.02 766 FQ2 355 3.94 804 127 FQ3 355 3.96 778 WOM1 355 3.99 850 WOM2 355 4.10 835 WOM3 355 4.03 852 QOL1 355 3.82 823 QOL2 355 3.86 827 QOL3 355 3.79 807 Valid N (listwise) 355 128 Ch ng bi n quan sát Outer Loadings BAT1 BAT2 BAT3 BAT4 CP1 CP2 CP3 CP4 CP5 CP6 FQ1 FQ2 FQ3 PCS1 PCS2 PCS3 PCS4 POS1 POS2 POS3 POS4 POS5 PSP1 PSP2 PSP3 QOL1 QOL2 QOL3 SEF1 SEF2 SEF3 SEF4 TQ1 TQ1 TQ2 TQ3 WOM1 WOM2 BAT 0.844 0.828 0.839 0.867 CP FQ PCS POS PSP QOL SEF TQ WOM 0.857 0.868 0.884 0.857 0.860 0.845 0.849 0.857 0.878 0.806 0.819 0.851 0.757 0.773 0.826 0.852 0.833 0.793 0.868 0.890 0.864 0.906 0.897 0.898 0.380 0.798 0.853 0.816 0.859 0.858 0.885 0.856 0.880 129 WOM3 0.880 SEF1 Outer Loadings BAT1 BAT2 BAT3 BAT4 CP1 CP2 CP3 CP4 CP5 CP6 FQ1 FQ2 FQ3 PCS1 PCS2 BAT 0.844 0.828 0.839 CP FQ POS PSP QOL SEF TQ WOM 0.867 0.857 0.868 0.884 0.857 0.860 0.846 0.850 0.857 0.878 0.806 0.819 PCS3 PCS4 POS1 POS2 POS3 POS4 0.850 0.757 0.773 0.826 0.852 0.833 POS5 PSP1 PSP2 PSP3 QOL1 QOL2 0.794 0.868 0.890 0.864 0.907 0.896 QOL3 SEF2 SEF3 SEF4 TQ1 TQ2 0.897 0.809 0.865 0.828 0.859 0.858 TQ3 WOM1 WOM2 WOM3 PCS 0.885 0.855 0.880 0.881 tin c y, tính h i t 130 Construct Reliability and Validity Cronbach's Alpha BAT CP FQ PCS POS PSP QOL SEF TQ WOM rho_A 0.866 0.931 0.826 0.823 0.874 0.846 0.883 0.782 0.835 0.843 Composite Reliability 0.866 0.931 0.826 0.824 0.876 0.846 0.884 0.785 0.837 0.843 Average (AVE) Variance Extracted 0.909 0.946 0.896 0.883 0.909 0.907 0.928 0.873 0.901 0.905 0.713 0.743 0.742 0.654 0.666 0.764 0.810 0.696 0.752 0.761 Average Variance Extracted Tính phân bi t Fornell-Larcker Criterion BAT CP FQ PCS POS PSP QOL SEF TQ WOM BAT 0.845 0.682 0.569 0.498 0.524 0.536 0.558 0.476 0.586 0.515 CP 0.862 0.660 0.654 0.598 0.608 0.659 0.608 0.594 0.635 FQ 0.861 0.452 0.528 0.489 0.527 0.518 0.553 0.501 PCS 0.809 0.406 0.440 0.516 0.440 0.428 0.480 POS 0.816 0.593 0.522 0.498 0.439 0.447 PSP 0.874 0.443 0.410 0.447 0.441 QOL 0.900 0.455 0.515 0.549 SEF 0.834 0.408 0.452 TQ 0.867 0.479 WOM 0.872 >> Heterotrait-Monotrait (HTMT) BAT BAT CP FQ 0.760 0.672 CP 0.753 Ratio FQ PCS POS PSP QOL SEF TQ WOM 131 PCS POS PSP QOL SEF TQ WOM >> 0.590 0.599 0.626 0.637 0.576 0.687 0.601 0.747 0.661 0.686 0.727 0.712 0.673 0.716 0.548 0.621 0.585 0.617 0.645 0.664 0.600 0.478 0.528 0.605 0.549 0.516 0.576 0.688 0.593 0.601 0.511 0.521 0.511 0.505 0.532 0.522 0.546 0.598 0.636 0.503 0.557 0.570 132 133 Inner Values ng n VIF BAT BAT CP PS QOL SEF SQ WOM CP 1.752 PS QOL SEF SQ 2.042 WOM 1.000 2.042 1.956 1.499 2.042 2.042 M i quan h mơ hình c u trúc Mean, STDEV, T-Values, P-Values BAT -> CP CP -> QOL CP -> SQ CP -> WOM PS -> CP SEF -> CP SQ -> QOL SQ -> WOM Original Sample (O) 0.273 0.484 0.714 0.486 0.484 0.209 0.246 0.209 Sample Mean (M) 0.272 0.484 0.715 0.486 0.484 0.210 0.246 0.209 Standard (STDEV) Deviation 0.040 0.064 0.028 0.056 0.043 0.035 0.064 0.064 T Statistics (|O/STDEV|) 6.923 7.612 25.368 8.671 11.217 6.023 3.833 3.253 P Values 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.001 Confidence Intervals BAT -> CP CP -> QOL CP -> SQ CP -> WOM PS -> CP SEF -> CP SQ -> QOL SQ -> WOM Original Sample (O) 0.273 0.484 0.714 0.486 0.484 0.209 0.246 0.209 Sample Mean (M) 0.272 0.484 0.715 0.486 0.484 0.210 0.246 0.209 2.5% 97.5% 0.197 0.361 0.656 0.375 0.393 0.140 0.122 0.080 0.347 0.607 0.765 0.597 0.566 0.277 0.368 0.330 134 - Ki nh R2 nh h s R Square R Square CP QOL SQ WOM 0.689 0.464 0.510 0.425 Ki R Square Adjusted 0.686 0.461 0.509 0.422 ng f2 nh h s f Square BAT BAT CP PS QOL SEF SQ WOM CP 0.137 PS QOL SEF 0.214 SQ 1.042 WOM 0.201 0.385 0.094 0.055 0.037 Effect size f2 (f bình theo Cohen (1988): Ki nh s liên quan c a d báo q2 Construct Crossvalidated Redundancy Total SSO BAT SSE 1420.000 Q² (=1-SSE/SSO) 1420.000 135 CP PS QOL SEF SQ WOM 2130.000 1065.000 1065.000 1065.000 710.000 1065.000 0.25 STAGES 1053.909 1065.000 669.750 1065.000 435.209 728.046 0.505 0.371 0.387 0.316 136 - Original Sample (O) BAT -> CP CP -> QOL CP -> SQ CP -> WOM SEF -> CP SOE -> CP SQ -> QOL SQ -> WOM 0.273 0.484 0.714 0.486 0.209 0.484 0.246 0.209 Sample Mean (M) 0.273 0.483 0.715 0.485 0.210 0.485 0.247 0.211 Standard Deviation (STDEV) 0.039 0.064 0.028 0.053 0.034 0.043 0.065 0.063 - T Statistics (|O/STDEV|) 7.076 7.549 25.693 9.161 6.157 11.266 3.796 3.339 P Values 2.5% 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.001 97.5% 0.195 0.361 0.653 0.381 0.143 0.402 0.118 0.080 0.347 0.607 0.761 0.584 0.277 0.567 0.368 0.332 Original Sample (O) Sample Mean (M) Standard Deviation (STDEV) T Statistics (|O/STDEV|) P Values BAT -> CP -> WOM 0.133 0.132 0.024 5.495 0.000 0.086 0.181 SEF -> CP -> SQ -> WOM 0.031 0.032 0.011 2.724 0.007 0.010 0.056 SEF -> CP -> WOM 0.102 0.101 0.018 5.549 0.000 0.067 0.140 SOE -> CP -> SQ 0.346 0.347 0.035 9.928 0.000 0.277 0.414 CP -> SQ -> QOL 0.176 0.176 0.045 3.892 0.000 0.084 0.259 SOE -> CP -> WOM 0.235 0.236 0.037 6.402 0.000 0.167 0.310 SEF -> CP -> SQ -> QOL 0.037 0.037 0.012 3.055 0.002 0.015 0.064 BAT -> CP -> SQ 0.195 0.195 0.030 6.579 0.000 0.136 0.251 SEF -> CP -> SQ 0.149 0.150 0.025 6.082 0.000 0.102 0.199 SOE -> CP -> SQ -> QOL 0.085 0.085 0.021 3.989 0.000 0.041 0.127 CP -> SQ -> WOM 0.150 0.151 0.045 3.329 0.001 0.054 0.239 SOE -> CP -> SQ -> WOM 0.072 0.073 0.022 3.323 0.001 0.028 0.117 BAT -> CP -> SQ -> WOM 0.041 0.041 0.014 3.017 0.003 0.015 0.069 BAT -> CP -> QOL 0.132 0.132 0.026 5.141 0.000 0.084 0.185 SOE -> CP -> QOL 0.234 0.235 0.041 5.734 0.000 0.160 0.321 BAT -> CP -> SQ -> QOL 0.048 0.048 0.015 3.298 0.001 0.021 0.078 SEF -> CP -> QOL 0.101 0.101 0.020 4.988 0.000 0.062 0.142 2.5% 97.5% 137 Original Sample (O) 0.273 Sample Mean (M) 0.273 Standard Deviation (STDEV) 0.039 BAT -> QOL BAT -> SQ BAT -> WOM CP -> QOL CP -> SQ CP -> WOM 0.180 0.195 0.174 0.659 0.714 0.635 0.180 0.195 0.173 0.659 0.715 0.636 SEF -> CP SEF -> QOL SEF -> SQ SEF -> WOM SOE -> CP SOE -> QOL 0.209 0.138 0.149 0.133 0.484 0.319 SOE -> SQ SOE -> WOM SQ -> QOL SQ -> WOM 0.346 0.308 0.246 0.209 BAT -> CP T Statistics (|O/STDEV|) P Values 2.5% 97.5% 7.076 0.000 0.195 0.347 0.028 0.030 0.027 0.032 0.028 0.035 6.482 6.579 6.527 20.452 25.693 18.044 0.000 0.000 0.000 0.000 0.000 0.000 0.125 0.136 0.119 0.591 0.653 0.557 0.234 0.251 0.223 0.718 0.761 0.699 0.210 0.138 0.150 0.133 0.485 0.319 0.034 0.023 0.025 0.023 0.043 0.033 6.157 5.879 6.082 5.885 11.266 9.728 0.000 0.000 0.000 0.000 0.000 0.000 0.143 0.093 0.102 0.091 0.402 0.252 0.277 0.184 0.199 0.180 0.567 0.384 0.347 0.308 0.247 0.211 0.035 0.034 0.065 0.063 9.928 9.056 3.796 3.339 0.000 0.000 0.000 0.001 0.277 0.237 0.118 0.080 0.414 0.375 0.368 0.332 138 H Tên: H Khánh M Tiên : 17/03/1995 a ch liên l c: n tho i: 0906 886 766 - - Q TRÌNH CƠNG TÁC - : T nh ng 7, Qu n Tân Bình, TP H Chí Minh Email: hokhanhmytien95@gmail.com - ... (2015) hành vi tham gia khách hàng 2.3.2 H1 hành vi tham gia 25 H2 hành vi tham gia hàng H3 hành vi tham gia hàng H4 Hành vi tham gia h hàng khách hàng H5 Hành vi tham gia khách hàng H6 Hành vi tham. .. vi tham gia H7 H8 2.3.2.1 sinh hành vi tham gia khách hàng H1: 2.3.2.2 hành vi tham gia 26 1997) hành vi tham gia H2: hành vi tham gia hàng 2.3.2.3 H3: hàng 2.3.2.4 tham gia hành vi tham gia 27... (SánchezFe Vì thành: H4 Hành vi tham gia 2.3.2.5 gia vào WOM có xu H5 Hành vi tham gia có tá tham gia 28 2.3.2.6 tham gia (Etgar, 2008), hành vi tham gia H6 Hành vi tham gia 2.3.2.7 khách hàng 29 H7