MOT SO TIEN TO VA HAU TO CUA HANH VI THAM GIA CUA KHACH HANG Nguyin M^nh liiSn Btfi hoc Back Khoa Thdnh phd Hd Chi Minh Email: n.m.tuan@ficmut.edu.vn Hu^Tih Thj Minh ChSu Dgi hoc Bdch Khoa Thdnh Ho Chi Minh Ngaynhan: 15/12/2016 Ngay nhan ban sua: WillOn NgAy duyet dang: 25/4/2017 Tom tSt: Su tham gia cua khdch hdng hi^n Id chu de duac quan tdm cua link vuc dfch vu Dudi gdc ngudn Itfc xd hdi, bdi viet ndy xem xet muc dd tdc dgng cua cdc tien td Id von xa hoi vd trao ddi xa hdi len hdnh vi tham gia cua khdch hdng vd tie len stf hdi Idng, truyen miing tich cue vd gid tri khdch hdng Phdn tich cdu true tuyen tinh du^c thifc hi^n a dich vu dao tao vdi 258 mdu du lieu hoc -vien tren dia bdn Tp.HCM dd dng hg tren tdng sd 10 gid thuyet nghien cicu de nghi Kit qud cho thdy hai thdnh phdn vdn nhg.n thuc vd vdn quan hi (cua tiin to von xd hgi) vd hai thdnh phdn cdm nhdn hd trg tit nhdn vien giao dich vd cdm nhdn hd trg tit khdch hdng (cda tien to trao ddi xd hdi) cd tdc dgng thuan chieu len hdnh vi tham gia vd cd hai tien td ndy cd the gidi thich den 68.8% biin thien cua hdnh vi tham gia TJr kh6a: hanh vi tham gia ciia khach hang; von xa hpi; trao doi xa hpi; gia tri khach hang; giao due Some antecedents and outcomes of customer participation Abstract: Customer participation is an emerging topic in service research From the view of social resources, this paper examines the structural model of customer participation in which social capital and social exchange act as its determinants and customer value, satisfaction and positive word-of-mouth as its outcomes A survey study with SEM analysis of 258 consumers in Hochiminh city education services shows out of 10 hypotheses empirically supported The findings confirm that both cognitive capital and relational capital (from social capital) and both perceived employee support and perceived customer support (from social exchange) have positive impact on customer participation and these two antecedents account for 68.8% variance of customer participation Keywords: Customer participation; social capital: social exchange: customer value: education Gioi thi^u Hdnh vi tham gia ciia khach hang, chu de eang dirge chii y nghien ciiu lln thuc hanh quan tri, hien dugc coi la mot phuang thiic ca ban cho to ehiic tsio lai the canh tranh (Bettencourt & cgng su, 2014) Si; tham gia cua khach hang vao qua trinh cung ling dich vu cua nha cung cap viia doi hoi So 239 thdng 5/2017 cac nguon lire tii phia khach hang (Bettencourt & cgng sir, 2014) vira phai dua tren ca sa danh gia giira Igi ich nhan duge va dong gop tuang ling ciia ho cho nha eung cSp (Etgar, 2008) Ngoai ra, Mustak & eong su (2013) mgt t6ng thuyit ly thuy€t glin day da chi rang, mac dii su tham gia ciia khach hang nham tao k6t qua dich vu la quan trgng, hay tuang d6i it cac nghien ciiu thuc nghiem v6 m6i kinh y*lial trien thuydt, md hinh nghign ciiu, phuong phdp thuc hi?n, ket qua va fliSo l u ^ kSt quS nghien ciiu, cung cac ham f ve ly thuySt va quin tri Cff sff ly thuylt vk mo hinh oghiSn cihi 2.1 Hdnh vitham gia cua khdch hdng (customer participation) Hank vi tham gia cua khdch hang co the dugc xem 1^ CO ba quan ni?m chinh (Mustak & c6ng sy, 2013): (i) sy can dy hay dong gop vh lao dgng ciia kliach hang vao he thdng san xuat dich vy; (ii) su dong gop cua Idiach hang dudi dang ngudn D6i v6i m6i tiuang kinh doanh hi?n dai, chuOi lyc hay hanh vi v^o qua trinh dich vu lam fliay ddi gii tri truyen th6ng thucmg dugc thay the bang cac dich vu kdt qua, va (iii) su ddng gdp cua khach hang m ^ g gia tri c6 dac diem la: (i) hgp boi nhieu truac, va sau su dyng de hinh cac t^c nhan nhu cac nha cung ckp, cac ngucri tieu thu, ngudn lye va thdng qua tao cdc gia tri dich vu eac khach h ^ g ti6m nang va ca cac ben \\%n quan Ngoai ra, Mustak & cdng sy (2013) cOng chi ro la khac {Ostrom, 2015) va (ii) c6 ca sa tren cac mang ba huang quan ni^m the hien sy tien hoa tang xa hgi vcri cac ting cong nghe va truyen thong din cua khdi niem hdnh vi tham gia ciia khdch hang, xa hgi m^nh (Lusch & cgng svr, 2010) Theo do, va theo do, quan ni?m thii ba hi?n dang dugc chii y khach hang dugc quan niem nhu la eac tac nhan xa cang nhiSu ddi vdi cdc nghien curu hien dai ve hgi (social actors) tham gia vao qua trinh dich vu dich vu v6n di co ban chit la kit mang (networked) 2.2 Vdn xd hgi (social capital) vd hdnh vi tham (Vargo & Lusch, 2008) va la su tich hgp cac nguon gia Ii;c (Hilton, 2012) ma noi bat hon ca la cac nguon Von xd hdi dugc dinh nghTa la tdng hgp cdc ngudn l\rc chu dgng, phi vat ly (operant resources) cua lye thyc t& lln ti6m nang xuit phdt tir cac mdi quan khach hang (Vargo & Lusch, 2004) he cua cd nhan hay td chiic (Nahapiet & Ghoshal, Dua tren quan diem ket mang va xa hgi ciia qua 1998) Theo do, vdn xd hdi thudng dugc xem la gom trinh dich vy vua neu, bai viet se tap tnmg vao ba khia canh ngi dung sau: (i) nhan dien cac nguon ba khia canh: cdu tnic, nhgn thirc va quan hi Vdn lye xa hgi bien tir phia khach hang co the din cdu true la md hinh tdng the cua cdc ket ndi giiia den sy tham gia cua ho vao qua trinh dich vu; (ii) cac ca nhan, dugc tao bdi cau tnic ciia cdc mang quan he danh doi (Igi ich-chi phi) ve matxd hgi can xa hpi cung tap hgp tucmg tac tuang ling, bao gom dugc xem xet nhu la dieu kien cho viee tham gia ca cdc vi tri va tan suat giao tiep giiia hg Vdn nhdn ciia khach hang; va (iii) ket qua ciia su tham gia cua thuc la nhiing ngudn lyc cho phep dien giai va chia khach hang vao qua trinh dich vu can dugc danh gia se giUa cdc ben lien quan Vdn quan he lien quan den theo nhieu khia canh tir cam nhan, thai ddn hanh tai san duac tao va thiia hudng thdng qua cde moi quan he xa hdi, bao gdm ca niem tin va gan ket vi trai nghiem ciia ho cac mdi tuong tac (Nahapiet & Ghoshal, 1998) Boi eanh nghien ciiu dugc chpn la ITnh vuc djch Vdn cdu tnic vdi cdc bieu hien la cac lien ket co vu giao due, mot ITnh vyc ma sy tham gia ciia khach hang la quyet dinh den qua trinh phat tri^n va cung y nghTa giiia cdc ca the se tao ca hgi cho viec cdng ling dich vu (Fitzsimmons & cong su, 2014) Y tac va ket hgp vi Igi ich tuang hd cua cd nhan lan nghia chinh a day la cac dang quan he xa hpi (tiic toan mang ludi cgng ddng (Putnam, 1995; Inkpen & nguon lye xa hpi) ciia khach hang (hpc vien) cimg Tsang, 2005) Theo do, gia thuyet sau dugc de xuit: vai cac dang ho trg tir nha cung cip (trudng hgc), Hla Vdn cau tnic tac dgng duang len hanh vi nhan vien giao dich (giang vien) va khach hang khac tham gia (hpc vien khac) (tiic trao d6i xa hpi) cin ciing dugc Ngdn ngii chung (shared languages) va muc tieu khai thac de thiic day khach hang (hpc vien) tich eye chung (shared goals) la cac thupe tinh chinh cua tham gia vao qua trinh dich vu (hgc tap) nhim c6 kk vdn nhan thirc (Chow & Chan, 2008), cho phep qua gia tn cao nhat cho hp cac ca nhan ket hgp hieu qua vi vira tranh giao tiSp Noi dung tiep theo ciia bai vigt la ve ca so ly nham lan vira cung cap ca hpi de chia se tai nguyen quan he giiia hanh vi tham gia ciia khach hang va gii trj kSt qua ciia qua trinh dich vu Noi each khac, co ba cau hoi tnmg tam dugc nh|n di$n: (i) nhiing ngu6n lijtc co 0.05) (Hinh 1: dudng diit net ung gia thuyet bi bdc bd) Thao luan ket qua va Itien nghi 5.1 Tdm luac nghien edit Dya tren quan diem qua trinh dich vu cd bdn chat kdt mang va xa hdi (Vargo & Lusch, 2008) va la su tich hgp cac ngudn lyc (Hilton, 2012), nghien ciiu dg xuat va kidm dinh mdt md hinh cau tnic ve Hinh Ket qua kiSra djnh md hinh ly thuyet So 239 thdng 5/2017 kinliicJIiiili™ cdc tidn td dudi dang ngudn lyc xa hdi (vdn xa hdi vi trao ddi xa hgi) vdi hdnh vi tham gia ciia khach hdng vd cdc hau td tuong ling dudi dang k^t qua ciia qua trinh dich vu (su hai long, truyen mieng tich eye va gid tri khach hdng) Bdi cdnh nghien ciiu dugc chpn la dich vy ddo t^io vdi 258 mdu dii h?u hgc vien dugc thu th|p tai tp.HCM K6t qud tii phdn tich SEM cho thay cd hai nhdm tien td vdn xa hdi vd trao ddi xa h0i deu cd anh hudng duang Idn hdnh vi tham gia, tdc dOng manh nhat la thugc vd thdnh phan cdm nh^n hd trg tii khdch hang rdi ddn phdn vdn quan he Ca hai nhdm tien td ket hgp giai thich 68.8% phuang sai cua hanh vi tham gia cua khach hang Ngoai ra, hanh vi tham gia ciia khach hang cd dnh hudng tich eye ddng thdi len su truyen mieng tieh eye, su hai long, gid tri hudng thu va gid tri tien dung 5.2 Hdm y ly thuyet O gdc dd tien td ciia hanh vi tham gia, nghien ciiu ndy ed the coi la mdt md rdng cd y nghia cho (i) Dong & cgng su (2008) hay Chan & cdng sy (2010) d dd cdc tien td cho hanh vi tham gia ciia khach hdng chua dugc dua vao; va (ii) Wu (2011) hay Grisemarm & Stokburger (2012) d tien td trao ddi xa hgi chi cd mdt phan nhdt Id cam nhan hd trg tir td chiic Ve khia canh ket qua ciia hanh vi tham gia, nghien ciiu co the coi la mgt bd sung ly thuyet cho Auh & cdng su (2007) cQng nhu cua Vega-Vazquez & cdng su (2013) d dd gia tri khach hang, mpt ket cue quan trgng cua hanh vi tham gia (Mustak & cdng sy, 2013) chua dugc xem xet Canh dd, nghien cuu cdn di xa hon cdng bd ciia Chan & cdng su (2010) d hanh vi tham gia chi cd nhat tac ddng gian tiep len sy hai Idng thdng qua gid tri khach hdng Nghien ciiu neu ba diem mdi nghien cim dich vu Mgt, bai viet da danh gia thyc nghiem ve tac dpng ciia ngudn lyc xa hdi, ddi vdi hanh vi tham gia cua khach hang vao qua trinh dich vy nhu dugc de xuat bdi Bettencourt & cpng su (2014) Hai, nghien ciiu ciing da dua hieu biet radi ve djch vu qua viec kiem chimg mang tinh phan tich cho md hinh vdn di chi thuan md ta ve sy tham gia ciia khach hang ciia Etgar (2008) theo dd khach hang se tidn hanh cac danh ddi Igi ich-ton thdt ve mat xa hgi trudc tham gia vao qua trinh dieh vy Ba, nd da de xuat va kiem chirng thyc nghiem mpt md hinh cau true ve hanh vi tham gia ciia khach bang ITnh vuc dich vu: tien td (vdn xa hdi, trao ddi xa hgi) nhu la difiu kien xa hgi cho sy tham aia Sd 239 thdng 5/2017 ciia khdch hang, hau td (gia tri cam nhan, sy hai Idng, truyen mieng tich eye) nhu la ket qua dich vy cho su tham gia cua khach hang Lien quan den trao ddi xa hdi, k6t qua nghien ciiu cho thay mac du cam nhan hd trg tir nhdn vien va tfir khdch hang cd tdc ddng cd y nghTa thdng kd Idn hanh vi tham gia, cam nhan hd trg tir td chiic lai khdng cd anh hudng Dieu la tuang phan vdi, chang ban Grisemaim & Stokburger (2012) d dd cdm nhan hd trg tir td chiic chi Id tien td nhat ciia hdnh vi tham gia nganh du lich Ly giai cho dieu ndy cd the la bdi canh cua nghien ciiu hien tai la gido due, mpt loai hinh dich vu cd tuang tdc dich vy quyet dinh bdi nhan vien giao dich true tiep (gidng vien) thay vi bdi td chiic (trudng) (Fitzsimmons & cdngsu, 2014) Trong dd ddi vdi vdn xa hdi, nghien ciiu d day chi la chi cd vdn nhan thiic va vdn quan he cd anh hudng len hanh vi tham gia Ket qua khdc biet vdi cdng trinh ciia Wasko & Faraj (2005) d vdn quan he khdng cd tdc dgng tich cue len hanh vi ddng gdp tri thiic va cung khac biet vdi cdng bd cua Kim & cdng sy (2013) d dd ca ba phan vdn can tnic, vdn nhdn thiic va vdn quan he deu cd anh hudng duong len hanh vi tham gia chia se tri thiic Cdc ket qud thieu nhat quan cd the phai dan den cac kiem dinh thuc nghiem d cdc bdi canh khde rdiau han niia Nghien cim eon cho cac ket qua nhat quan vdi cac nghien cim trudc chi rang hanh vi tham gia ciia khach hang cd tac dpng tich cue len sy hai long (xem Vega-Vazquez & cdng su, 2013), hay truyen mieng tich eye (Woisetschlager & cdng sy, 2008) Dieu la co y nghia vi gdp phan khang dinh luge khao ly thuyet ciia Mustak & cdng su (2013) d dd hanh vi tham gia anh hudng duang len gia tri cua mdi quan he That vay, cung co vai nghien cim trudc, nhu d Wu & cdng sy (2011) hanh vi tham gia lai khdng cd anh hudng len su hai long 5.3 Hdm y qudn tri Mpt vai kien nghi ve quan ly cd the dugc de xuat d day Mdt, cac hoat ddng hd trg khach hang cua nhan vien giao dich la ydu td chinh giup khach hang tham gia vao qua trinh dich vu Ddi vdi hoat ddng nay, viec chpn lya va huan luyen nhan vien nhat thiet phai trd tam diem ciia cdng ty dich vy Hai, cac cdng ty dich vu ciing can dau tu nhiSu hon den cac hinh thirc tuong tac giiia khach hang vdi (nhu di6n dan tryc tuyen, trang blog, cau lac bp khach hang than thiet, ) Nd lyc ddu tu se M\m hoan toan xiing dang vi nd khdng nhiing tao didu tdng quat ciia md hmh dd xudt tix)ng cdc Imh vuc kien cho cac hoat dgng hd tia tit khdch hang ddn khdc nhu y te, du Ijch vdn di cung Id cdc lo^i hmh khdch hang khac (mgt phdn cua trao ddi xa phu thudc chii ydu vao hdnh vi tham gia cua khach hgi) md cdn giiip cimg cd moi quan he lan giira hang (Fitzsimmons & cgng sy, 2014) Ngoai ra, tii hg (vdn xa hgi) Cd hai khia canh vira kd, nhu kdt dS nghi cua Chan & cOng su (2010) vd gid tii van qud cua nghien ciiu chi ra, chuih la cac dgng lyc hda cd thd lam thay ddi hanh vi tham gia cua khdch keo theo su tham gia cua khdch hdng vdo qud ttinh hang, cac nghidn cuu xa hon cd the tap trung vdo djch vu Ba, cdc cdng ty dich vy can tao dieu kien viec kidm dinh d cdc dia phuang hay virng lanh tiio thuan Igi hon nira cho su tham gia ciia khdch hdng vi thac vdi cac dac trung van hda ridng Cudi ciing, viec du true tiep hay gian tidp (qua gid tri khach ^,^ ^dc ngudn lyc xa hgi hdu nhu mang ban sSc ket h ^ g ) - ddu din ddn su hdi long vd tiiiydn mi^ng tich jj^^g (Vargo & Akaka, 2012), sy tuong tac giiia y8u cue ciia khdch hang td von xa hgi va trao ddi xd hgi lai chua dugc xem 5.4 Han chi vd hudng nghien cuu tiip theo xet nghien cihi ndy Day cd the la mdt ca hgi Han che diu tien eua bai vidt la chi thuc hidn nghien ciiu cd tiidn vpng vi mgi dang nguon lyc kidm dinh mdt bdi cdnh nhdt - dd la ITnh ddu dugc quan niem la cung ndm m0t he sinh vyc dich vu giao due t^i dia ban TP.HCM Vi thd thdi dich vy (service ecosystem) nhu Vargo & Akaka hudng nghien ciiu ke tidp cd thd la ddnh gid lai tmh (2012) da dd xuat gdn ddy Tai Hdu tham khao Auh, S., Bell, S., McLeod, C & Shih, E (2007), 'Co-production and customer loyalty infinancialservices' Journal of Retailing 83(3), 359-370 Barreda, A.A., Bilgihan, A., & 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