Luận án tiến sĩ does customer experience always benefit service companies examining customers’ epistemic motivation and interaction with service contexts

MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY VU THI MAI CHI DOES CUSTOMER EXPERIENCE ALWAYS BENEFIT SERVICE COMPANIES? EXAMINING CUSTOMERS’ EPISTEMIC MOTIVATION AND INTERACTION WITH THE BEAUTY SERVICE CONTEXTS THE DISSERTATION OF ECONOMIC DOCTOR Ho Chi Minh city – 2022 MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY VU THI MAI CHI DOES CUSTOMER EXPERIENCE ALWAYS BENEFIT SERVICE COMPANIES? EXAMINING CUSTOMERS’ EPISTEMIC MOTIVATION AND INTERACTION WITH THE BEAUTY SERVICE CONTEXTS Major : Business Administration ID : 9340101 THE DISSERTATION OF ECONOMIC DOCTOR Academic advisors: Assoc Prof TRAN HA MINH QUAN Ho Chi Minh city – 2022 DECLARATION OF AUTHENTICITY I would like to declare that, the thesis “Does customer experience always benefit service companies? Examining customers’ epistemic motivation and interaction with service contexts” is my own and conducted with the instruction and advice of Assoc Prof Tran Ha Minh Quan Apart from the acknowledged references, there are no any materials previously published or written by another authors, or has not been previously submitted to any other educational and research programs or institutions I take full responsibility for the legality of the whole scientific research process of this dissertation Vu Thi Mai Chi i ACKNOWLEDGMENTS First and foremost, I am sincerely acknowledging the managing boards of Industrial University of Ho Chi Minh City (IUH) and University of Economics Ho Chi Minh City (UEH) for offering me the chance of studying PhD and financially supporting my study I would like to thank my supervisor, Assoc Prof TRAN HA MINH QUAN makes me a better reader, a better thinker, and a better writer His constant guidance, invaluable suggestions, and deep research insights have immensely shaped this study This dissertation would never have been written without their kind and patient assistance I am also very grateful to Assoc Prof NGO VIET LIEM for his help with the valuable comments, suggestions, and ideas I would also like to express my deepest appreciation and gratitude to all my kindly colleagues and friends who had contributed to the completion of this study Above all, the dissertation is dedicated to my beloved parents, my son, who have been encouraging me along the way ii TABLE OF CONTENT DECLARATION OF AUTHENTICITY ACKNOWLEDGMENTS i LIST OF TABLES v LIST OF FIGURES vi ABSTRACT vii TÓM TẮT viii CHAPTER - RESEARCH OVERIEW 1.1 Precursors and rationales of the research 1.2 Research gaps 1.3 Research aims 1.4 Research objectives and questions 1.5 Research context 1.5.1 Beauty service industry 10 1.5.2 Beauty service industry in Vietnam 12 1.5.3 Beauty salon service 15 1.5.4 Beauty salon service in Vietnam .16 1.6 Key terms 18 1.7 Research subject and scope .18 1.8 Structure of the research 19 CHAPTER - LITERATURE REVIEW 20 2.1 Review of Customer experience (EX) .20 2.1.1 Conceptualization of Customer experience .20 2.1.2 Consequences of Customer experience 26 2.2 Review of Customer engagement behavior (EG) 31 2.2.1 Conceptualization of Customer engagement behavior 31 2.2.2 Antecedences of Customer engagement behavior 33 2.3 Theoretical background .37 2.3.1 Customer-Dominant Logic 37 2.3.2 Social Identity Theory .39 2.3.3 Need for Cognition 41 iii 2.4 Proposal framework 42 2.5 Operationalization of the selected variables 44 2.5.1 Customer experience (EX) .44 2.5.2 Customer engagement behavior (EG) .47 2.5.3 Relationship between Customer experience (EX) and engagement behavior (EG) 49 2.5.4 Mediating role of Customer-firm identification (FI) and employee identification (EI) .50 2.5.5 Moderating role of Customer epistemic motivation (EM) 53 2.5.6 Controlled variables 56 CHAPTER - RESEARCH METHODOLOGY .58 3.1 Research framework and hypotheses 58 3.2 Research design 61 3.3 Population and sampling 64 3.3.1 Sampling method .65 3.3.2 Sample size determination .66 3.4 Instrument development 66 3.5 Scales used in the research framework 68 3.5.1 Measurements of Customer experience 69 3.5.2 Measurements of Customer epistemic motivation 70 3.5.3 Measurements of Customer- Firm Identification 71 3.5.4 Measurements of Customer-employee identification 71 3.5.5 Measurements of Customer engagement behavior 72 3.6 Data collection procedure 73 3.7 Data analysis process 78 3.8 The results of Pilot study 86 3.8.1 The results of Qualitative pilot study .86 3.8.2 The results of Quantitative pilot study 93 CHAPTER - DATA ANALYSIS 99 4.1 Descriptive analysis of Sample 99 4.2 Validation of Measures: Reliability and Validity 103 iv 4.2.1 Reflective-reflective second-order construct 103 4.2.2 Reflective-formative second-order construct 107 4.2.3 Reliability and Validity of Measurement model 108 4.3 Assessment of Common method bias .112 4.4 Testing hypotheses by PLS-SEM application 112 4.4.1 Mediation analysis 114 4.4.2 Moderation analysis .115 CHAPTER - DISCUSSION AND CONTRIBUTIONS 118 5.1 Findings of the research 118 5.2 Discussion of the findings .120 5.2.1 Characteristics of demographic .120 5.2.2 Scale validates of customer experience 120 5.2.3 Relationship of EX and EG – mediating and moderating role .121 5.3 Contributions of the research 122 5.3.1 Theoretical contributions .122 5.3.2 Practical contributions 124 5.4 Limitations and Future research suggestions 126 5.5 Conclusion .126 PUBLICATION 128 REFERENCES 129 APPENDIX I: ENGLISH QUESTIONNAIRE xi APPENDIX II: VIETNAMESE QUESTIONNAIRE xvi APPENDIX III: LIST OF BEAUTY SALONS xxi APPENDIX IV: LIST OF EXPERTS OF IN-DEPT INTERVIEW .xxv APPENDIX V: DATA FROM QUANTITATIVE PILOT STUDY xxvi APPENDIX VI: SCALE ASSESSMENT OF CUSTOMER ENGAGEMENT BEHAVIOR xxxvii APENDIX VII SCALE ASSESSMENT OF CUSTOMER EXPERIENCE xlii APENDIX VIII PLS – SEM xliv v LIST OF TABLES Table 1.1 Classification of beauty services in Vietnam 15 Table 1.2 Services offered by beauty establishes .16 Table 2.1 Overview of some important definitions of EX 23 Table 2.2 Relevant literature on EX’s dimensions and consequenes 29 Table 2.3 Overview of some important definitions of EG .32 Table 2.4 Relevant literature on EG’s dimensions and antecedences .35 Table 3.1 Research implementation progress 64 Table 3.2 Summary of demographic variables 67 Table 3.3 “Customer experience” scale 69 Table 3.4 “Customer epistemic motivation” scale 71 Table 3.5 “Customer- Firm Identification” scale .71 Table 3.6 “Customer-employee identification” scale 72 Table 3.7 “Customer engagement behavior” scale 73 Table 3.8 Summary of data collection procedure .74 Table 3.12 Data analysis techniques and purposes for Pilot test .84 Table 3.13 Synthesis of data analysis methods for the main research .85 Table 4.1 Discriptive analysis of Sample 99 Table 4.2 ANOVA for Customer experience .101 Table 4.3 Outer loadings of ‘Customer engagement behavior’ scale 104 Table 4.4 Convergent validity of ‘Customer engagement behavior’ scale 105 Table 4.5 HTMT value of ‘Customer engagement behavior’ scale .105 Table 4.6 HTMT confidence interval of ‘Customer engagement behavior’ 106 Table 4.7 Convergent testing results of ‘Customer experience’ scale 107 Table 4.8 Convergent validity of Constructs 109 Table 4.9 Correlations and Discriminant validity of Constructs 111 Table 4.10 Path analysis results 113 Table 4.11 The results of mediation analysis 115 Table 4.12 Summary of Hypothesese test results for Structural model 116 vi LIST OF FIGURES 11 Figure 1.1 Categorize services by customer interaction 11 12 Figure 1.2 Quality evaluations for goods and services .12 Figure 2.1 Customer experience framework .26 Figure 2.2 Conceptual model of Customer experience 27 Figure 2.3 Conceptual model of Customer engagement 33 Figure 2.5 Characteristics of the offering and actor focus .37 Figure 2.6 Customer-dominant logic of service and service management 38 Figure 2.7 Proposed framework .44 Figure 3.1 Research framework and hypotheses .59 Figure 3.2 Research procedure 63 Figure 4.1 Validity testing result of Customer engagement behavior 106 Figure 4.2 Validity testing result of Customer experience 108 Figure 4.3 Relationships in Path analysis model 117 vii ABSTRACT The primary purpose of this study is to explain how and when customer experience benefits the company Built upon Customer-Dominant Logic, Social Identity theory and Need for cognition, the study propose that customer experience leads to customer engagement behavior via two routes: customer-firm and customer-employee identification Furthermore, the study advances that customers’ epistemic motivation negatively moderates the mediated effect of customer experience on customer engagement behavior The methodologies used for the research is a combinition of qualitative and quantitative technique A survey method was employed for the two studies by recruiting female consumers of beauty salons in Vietnam The results demonstrated that customer experience quality as a measurement for customer experience applies to the context of the study and provided empirical support for the hypotheses This research found that customer experience identification positively influences customer engagement behavior mediated by customer-firm and customeremployee identification Furthermore, this research revealed that customer epistemic motivation negatively moderates the mediated effect of customer experience on customer engagement behavior via customer-employee identification However, the moderating role of customer epistemic motivation is insignificant for the mediated relationship via customer-firm identification Finally, this research offers theoretical and practical contributions that are elaborated and further discussed Keywords: Customer experience, Social identity theory, Customer-dominant logic theory, Need for cognition theory, customer engagement behavior, beauty service xl Cross Loadings EG EG.AG EG.CO EG.IN EG.MB EG.AG39 0.440 0.819 0.124 0.034 0.118 EG.AG39 EG.AG40 EG.AG40 EG.AG41 EG.AG41 EG.AG42 0.440 0.469 0.469 0.484 0.484 0.466 0.819 0.819 0.819 0.852 0.852 0.915 0.124 0.133 0.133 0.146 0.146 0.088 0.034 0.118 0.118 0.146 0.146 0.091 0.118 0.108 0.108 0.087 0.087 0.076 EG.AG42 EG.CO33 EG.CO33 EG.CO34 EG.CO34 EG.CO35 0.466 0.403 0.403 0.349 0.349 0.398 0.915 0.133 0.133 0.137 0.137 0.106 0.088 0.895 0.895 0.849 0.849 0.860 0.091 0.136 0.136 0.102 0.102 0.145 0.076 0.090 0.090 0.037 0.037 0.111 EG.CO35 EG.IN36 EG.IN36 EG.IN37 EG.IN37 EG.IN38 0.398 0.519 0.519 0.505 0.505 0.573 0.106 0.074 0.074 0.091 0.091 0.136 0.860 0.132 0.132 0.087 0.087 0.167 0.145 0.885 0.885 0.858 0.858 0.889 0.111 0.202 0.202 0.206 0.206 0.234 EG.IN38 EG.MB44 EG.MB44 EG.MB45 EG.MB45 EG.MB46 0.573 0.619 0.619 0.549 0.549 0.626 0.136 0.128 0.128 0.065 0.065 0.123 0.167 0.081 0.081 0.059 0.059 0.080 0.889 0.211 0.211 0.154 0.154 0.223 0.234 0.804 0.804 0.775 0.775 0.812 EG.MB46 EG.MB47 EG.MB47 EG.MB48 EG.MB48 0.626 0.552 0.552 0.642 0.642 0.123 0.047 0.047 0.089 0.089 0.080 0.094 0.094 0.063 0.063 0.223 0.153 0.153 0.236 0.236 0.812 0.776 0.776 0.863 0.863 Heterotrait-Monotrait Ratio (HTMT) EG EG.AG EG.CO EG.IN EG EG.AG EG.CO EG.IN 0.712 0.618 0.696 0.169 0.131 0.172 EG.MB 0.835 0.129 0.108 Collinearity Statistics (VIF) Outer VIF Values EG.MB 0.281 xli VIF EG.AG39 EG.AG39 EG.AG40 EG.AG40 EG.AG41 EG.AG41 2.112 2.180 1.887 1.975 2.222 2.288 EG.AG42 EG.AG42 EG.CO33 EG.CO33 EG.CO34 EG.CO34 3.418 3.496 2.221 2.283 1.938 1.975 EG.CO35 EG.CO35 EG.IN36 EG.IN36 EG.IN37 EG.IN37 1.828 1.931 2.228 2.299 1.949 2.004 EG.IN38 EG.IN38 EG.MB44 EG.MB44 EG.MB45 EG.MB45 2.122 2.231 1.852 1.932 1.876 1.980 EG.MB46 EG.MB46 EG.MB47 EG.MB47 EG.MB48 EG.MB48 2.232 2.264 1.818 1.853 2.629 2.681 Inner VIF Values EG EG EG.AG EG.CO EG.IN EG.MB EG.AG 1.000 EG.CO EG.IN 1.000 EG.MB 1.000 1.000 xlii APENDIX VII SCALE ASSESSMENT OF CUSTOMER EXPERIENCE Path Coefficients EX EX EX.MT EX.OF EX.PE EX.PM EX.MT EX.OF EX.PE EX.PM 0.672 0.230 0.400 0.412 Total Effects EX EX.MT EX.OF EX.PE EX.PM EX.MT EX.OF EX.PE EX.PM EX EX.MT 0.672 EX.OF 0.230 EX.PE 0.400 EX.PM 0.412 Outer Weights EX EX.MT11 EX.MT11 0.729 0.562 EX.MT12 EX.MT12 0.801 0.589 EX.MT13 EX.MT13 0.814 0.642 EX.MT14 EX.MT14 0.726 0.533 EX.MT15 EX.MT15 0.849 0.650 EX.OF10 EX.OF10 0.840 0.245 EX.OF7 EX.OF7 0.730 0.187 EX.OF8 EX.OF8 0.799 0.270 EX.OF9 EX.OF9 EX.PE16 0.803 0.213 0.872 xliii EX.PE16 0.463 EX.PE17 EX.PE17 0.828 0.412 EX.PE18 EX.PE18 0.860 0.410 EX.PE19 EX.PE19 0.790 0.312 EX.PM2 EX.PM2 0.813 0.406 EX.PM5 EX.PM5 0.834 0.441 EX.PM6 EX.PM6 0.793 0.434 EX.PM1 EX.PM1 f Square 0.703 0.374 xliv APENDIX VIII PLS – SEM Construct Reliability and Validity Cronbach's Alpha EG EG.AG EG.CO EG.IN EG.MB EI EM EX EX.MT EX.OF EX.PE EX.PM EX_EM_EI EX_EM_FI FI 0.796 0.873 0.836 0.851 0.865 0.846 0.811 0.730 0.844 0.805 0.786 0.794 0.904 0.904 0.842 Composite Reliability rho_A 0.802 0.874 0.841 0.855 0.869 0.847 0.813 0.758 0.849 0.820 0.815 0.799 1.000 1.000 0.848 0.840 0.913 0.902 0.910 0.903 0.890 0.888 0.787 0.889 0.872 0.865 0.867 0.907 0.881 0.888 Average Variance Extracted (AVE) 0.263 0.726 0.753 0.770 0.651 0.618 0.725 0.196 0.617 0.630 0.623 0.620 0.176 0.167 0.615 xlv Outer Loadings EG.AG39 EG.AG40 EG.AG41 EG.AG42 EG.CO33 EG.CO34 EG.CO35 EG.IN36 EG.IN37 EG.IN38 EG.MB44 EG.MB45 EG.MB46 EG.MB47 EG.MB48 EI23 EI24 EI25 EI26 EI27 EM20 EM21 EM22 EX.MT11 EX.MT11 EX.MT12 EG.AG 0.819 0.819 0.852 0.915 EG.CO EG.IN EG.MB EI EM EX.MT 0.894 0.849 0.859 0.885 0.858 0.890 0.804 0.775 0.812 0.776 0.863 0.759 0.790 0.788 0.786 0.807 0.847 0.835 0.873 0.729 0.801 EX.OF EX.PE EX.PM FI xlvi EX.MT12 EX.MT13 EX.MT13 EX.MT14 EX.MT14 EX.MT15 EX.MT15 EX.OF10 EX.OF10 EX.OF7 EX.OF7 EX.OF8 EX.OF8 EX.OF9 EX.OF9 EX.PE16 EX.PE16 EX.PE17 EX.PE17 EX.PE18 EX.PE18 EX.PE19 EX.PE19 EX.PM2 EX.PM5 EX.PM6 EX.PM1 FI28 0.814 0.726 0.849 0.841 0.727 0.801 0.801 0.872 0.828 0.860 0.754 0.813 0.834 0.792 0.704 0.792 xlvii FI29 FI30 FI31 FI32 0.791 0.700 0.785 0.845 xlviii R Square Model R Square Adjusted R Square EG EG.AG EG.CO EG.IN EG.MB EI EX FI 0.089 0.313 0.210 0.363 0.533 0.070 1.000 0.042 Model R Square Adjusted R Square EG EG.AG EG.CO EG.IN EG.MB EI EX FI Education Age Income 0.090 0.312 0.209 0.362 0.533 0.068 1.000 0.040 0.096 0.281 0.192 0.325 0.497 0.058 0.976 0.054 0.105 0.302 0.201 0.342 0.500 0.063 0.927 0.048 Specific Indirect Effects Mean, STDEV, T-Values, P-Values EM -> EI -> EG -> CL EX.MT -> EX -> EI -> EG EX.OF -> EX -> EI -> EG EX.PE -> EX -> EI -> EG EX.PM -> EX -> EI -> EG EX_EM_EI -> EI -> EG EM -> FI -> EG -> CL EX.MT -> EX -> FI -> EG EX.OF -> EX -> FI -> EG EX.PE -> EX -> FI -> EG EX.PM -> EX -> FI -> EG EX_EM_FI -> FI -> EG -> CL EM -> EI -> EG EX.MT -> EX -> EI -> EG EX.OF -> EX -> EI -> EG Original Sample (O) 0.005 0.004 0.001 0.002 0.003 -0.005 0.004 0.002 0.001 0.001 0.001 -0.004 0.026 0.021 0.007 Sample Mean (M) 0.005 0.004 0.001 0.003 0.002 -0.006 0.004 0.002 0.001 0.001 0.001 -0.005 0.025 0.020 0.006 Standard Deviation (STDEV) 0.002 0.001 0.001 0.001 0.001 0.002 0.002 0.001 0.000 0.001 0.001 0.002 0.008 0.006 0.003 T Statistics (|O/STDEV|) 2.500 2.947 1.993 2.332 2.739 2.684 2.318 2.041 1.840 1.671 1.981 1.786 3.355 3.783 2.276 xlix EX.PE -> EX -> EI -> EG EX.PM -> EX -> EI -> EG EX_EM_EI -> EI -> EG EM -> FI -> EG EX.MT -> EX -> FI -> EG EX.OF -> EX -> FI -> EG EX.PE -> EX -> FI -> EG EX.PM -> EX -> FI -> EG EX_EM_FI -> FI -> EG EM -> EI -> EG -> EG.AG EX.MT -> EX -> EI -> EG -> EG.AG EX.OF -> EX -> EI -> EG -> EG.AG EX.PE -> EX -> EI -> EG -> EG.AG EX.PM -> EX -> EI -> EG -> EG.AG EX_EM_EI -> EI -> EG -> EG.AG EM -> FI -> EG -> EG.AG EX.MT -> EX -> FI -> EG -> EG.AG EX.OF -> EX -> FI -> EG -> EG.AG EX.PE -> EX -> FI -> EG -> EG.AG EX.PM -> EX -> FI -> EG -> EG.AG EX_EM_FI -> FI -> EG -> EG.AG EM -> EI -> EG -> EG.CO EX.MT -> EX -> EI -> EG -> EG.CO EX.OF -> EX -> EI -> EG -> EG.CO EX.PE -> EX -> EI -> EG -> EG.CO EX.PM -> EX -> EI -> EG -> EG.CO EX_EM_EI -> EI -> EG -> EG.CO EM -> FI -> EG -> EG.CO EX.MT -> EX -> FI -> EG -> EG.CO EX.OF -> EX -> FI -> EG -> EG.CO EX.PE -> EX -> FI -> EG -> EG.CO EX.PM -> EX -> FI -> EG -> EG.CO EX_EM_FI -> FI -> EG -> EG.CO EM -> EI -> EG -> EG.IN EX.MT -> EX -> EI -> EG -> EG.IN EX.OF -> EX -> EI -> EG -> EG.IN EX.PE -> EX -> EI -> EG -> EG.IN EX.PM -> EX -> EI -> EG -> EG.IN EX_EM_EI -> EI -> EG -> EG.IN EM -> FI -> EG -> EG.IN EX.MT -> EX -> FI -> EG -> EG.IN EX.OF -> EX -> FI -> EG -> EG.IN EX.PE -> EX -> FI -> EG -> EG.IN EX.PM -> EX -> FI -> EG -> EG.IN EX_EM_FI -> FI -> EG -> EG.IN EM -> EI -> EG -> EG.MB EX.MT -> EX -> EI -> EG -> EG.MB 0.012 0.013 -0.024 0.020 0.012 0.004 0.007 0.007 -0.019 0.015 0.012 0.004 0.007 0.007 -0.013 0.011 0.006 0.002 0.004 0.004 -0.011 0.012 0.010 0.003 0.006 0.006 -0.011 0.009 0.005 0.002 0.003 0.003 -0.009 0.016 0.013 0.004 0.007 0.008 -0.014 0.012 0.007 0.002 0.004 0.004 -0.011 0.019 0.016 0.013 0.012 -0.029 0.020 0.011 0.003 0.007 0.007 -0.025 0.014 0.011 0.004 0.007 0.007 -0.016 0.011 0.006 0.002 0.004 0.004 -0.014 0.012 0.009 0.003 0.006 0.006 -0.013 0.009 0.005 0.002 0.003 0.003 -0.011 0.015 0.012 0.004 0.008 0.007 -0.017 0.012 0.007 0.002 0.004 0.004 -0.015 0.018 0.015 0.004 0.004 0.006 0.007 0.005 0.002 0.003 0.003 0.010 0.005 0.003 0.002 0.002 0.002 0.004 0.004 0.003 0.001 0.002 0.002 0.006 0.004 0.003 0.001 0.002 0.002 0.003 0.003 0.002 0.001 0.002 0.002 0.005 0.005 0.003 0.002 0.003 0.002 0.004 0.004 0.003 0.001 0.002 0.002 0.006 0.006 0.004 2.953 3.455 3.772 2.909 2.328 2.091 1.920 2.267 2.001 3.166 3.543 2.228 2.806 3.301 3.494 2.750 2.241 2.038 1.860 2.196 1.933 3.007 3.362 2.150 2.708 3.076 3.219 2.665 2.190 1.979 1.824 2.115 1.917 3.286 3.688 2.263 2.926 3.377 3.628 2.885 2.321 2.091 1.927 2.259 1.997 3.357 3.781 l EX.OF -> EX -> EI -> EG -> EG.MB EX.PE -> EX -> EI -> EG -> EG.MB EX.PM -> EX -> EI -> EG -> EG.MB EX_EM_EI -> EI -> EG -> EG.MB EM -> FI -> EG -> EG.MB EX.MT -> EX -> FI -> EG -> EG.MB EX.OF -> EX -> FI -> EG -> EG.MB EX.PE -> EX -> FI -> EG -> EG.MB EX.PM -> EX -> FI -> EG -> EG.MB EX_EM_FI -> FI -> EG -> EG.MB EX.MT -> EX -> EI EX.OF -> EX -> EI EX.PE -> EX -> EI EX.PM -> EX -> EI EX.MT -> EX -> FI EX.OF -> EX -> FI EX.PE -> EX -> FI EX.PM -> EX -> FI Confidence Intervals Original Sample (O) EM -> EI -> EG 0.005 EX.MT -> EX -> EI -> EG 0.004 EX.OF -> EX -> EI -> EG 0.001 EX.PE -> EX -> EI -> EG 0.002 EX.PM -> EX -> EI -> EG 0.003 EX_EM_EI -> EI -> EG -0.005 EM -> FI -> EG 0.004 EX.MT -> EX -> FI -> EG 0.002 EX.OF -> EX -> FI -> EG 0.001 EX.PE -> EX -> FI -> EG 0.001 EX.PM -> EX -> FI -> EG 0.001 EX_EM_FI -> FI -> EG -0.004 EM -> EI -> EG 0.026 EX.MT -> EX -> EI -> EG 0.021 EX.OF -> EX -> EI -> EG 0.007 EX.PE -> EX -> EI -> EG 0.012 EX.PM -> EX -> EI -> EG 0.013 EX_EM_EI -> EI -> EG -0.024 EM -> FI -> EG 0.020 EX.MT -> EX -> FI -> EG 0.012 EX.OF -> EX -> FI -> EG 0.004 EX.PE -> EX -> FI -> EG 0.007 EX.PM -> EX -> FI -> EG 0.007 EX_EM_FI -> FI -> EG -0.019 EM -> EI -> EG -> EG.AG 0.015 EX.MT -> EX -> EI -> EG 0.012 -> EG.AG 0.005 0.009 0.009 -0.017 0.015 0.008 0.003 0.005 0.005 -0.014 0.104 0.033 0.060 0.062 0.063 0.020 0.036 0.038 Sample Mean (M) 0.005 0.004 0.001 0.003 0.002 -0.006 0.004 0.002 0.001 0.001 0.001 -0.005 0.025 0.020 0.006 0.013 0.012 -0.029 0.020 0.011 0.003 0.007 0.007 -0.025 0.014 0.011 0.005 0.010 0.009 -0.021 0.014 0.008 0.002 0.005 0.005 -0.018 0.098 0.031 0.064 0.059 0.059 0.018 0.038 0.035 0.002 0.003 0.003 0.005 0.005 0.004 0.001 0.003 0.002 0.007 0.021 0.013 0.017 0.014 0.023 0.008 0.016 0.014 2.5% 2.268 2.946 3.434 3.738 2.924 2.345 2.100 1.928 2.275 1.997 4.978 2.504 3.474 4.367 2.747 2.412 2.218 2.709 97.5% 0.002 0.002 0.000 0.001 0.001 -0.010 0.001 0.000 0.000 0.000 0.000 -0.009 0.011 0.010 0.002 0.006 0.006 -0.042 0.007 0.002 0.001 0.002 0.001 -0.038 0.006 0.010 0.007 0.003 0.005 0.005 -0.003 0.008 0.005 0.002 0.003 0.003 -0.002 0.041 0.032 0.013 0.022 0.020 -0.018 0.034 0.022 0.007 0.015 0.013 -0.013 0.024 0.005 0.019 li EX.OF -> EX -> EI -> EG -> EG.AG EX.PE -> EX -> EI -> EG -> EG.AG EX.PM -> EX -> EI -> EG -> EG.AG EX_EM_EI -> EI -> EG -> EG.AG EM -> FI -> EG -> EG.AG EX.MT -> EX -> FI -> EG -> EG.AG EX.OF -> EX -> FI -> EG -> EG.AG EX.PE -> EX -> FI -> EG > EG.AG EX.PM -> EX -> FI -> EG -> EG.AG EX_EM_FI -> FI -> EG -> EG.AG EM -> EI -> EG -> EG.CO EX.MT -> EX -> EI -> EG -> EG.CO EX.OF -> EX -> EI -> EG -> EG.CO EX.PE -> EX -> EI -> EG -> EG.CO EX.PM -> EX -> EI -> EG -> EG.CO EX_EM_EI -> EI -> EG -> EG.CO EM -> FI -> EG -> EG.CO EX.MT -> EX -> FI -> EG -> EG.CO EX.OF -> EX -> FI -> EG -> EG.CO EX.PE -> EX -> FI -> EG > EG.CO EX.PM -> EX -> FI -> EG -> EG.CO EX_EM_FI -> FI -> EG -> EG.CO EM -> EI -> EG -> EG.IN EX.MT -> EX -> EI -> EG -> EG.IN EX.OF -> EX -> EI -> EG -> EG.IN EX.PE -> EX -> EI -> EG -> EG.IN EX.PM -> EX -> EI -> EG -> EG.IN EX_EM_EI -> EI -> EG -> EG.IN EM -> FI -> EG -> EG.IN EX.MT -> EX -> FI -> EG -> EG.IN EX.OF -> EX -> FI -> EG -> EG.IN 0.004 0.004 0.001 0.007 0.007 0.007 0.003 0.013 0.007 0.007 0.003 0.011 -0.013 -0.016 -0.024 -0.010 0.011 0.011 0.004 0.020 0.006 0.006 0.001 0.013 0.002 0.002 0.000 0.004 0.004 0.004 0.001 0.009 0.004 0.004 0.001 0.008 -0.011 -0.014 -0.022 -0.007 0.012 0.012 0.005 0.020 0.010 0.009 0.004 0.016 0.003 0.003 0.001 0.006 0.006 0.006 0.003 0.011 0.006 0.006 0.002 0.010 -0.011 -0.013 -0.021 -0.007 0.009 0.009 0.003 0.016 0.005 0.005 0.001 0.010 0.002 0.002 0.000 0.004 0.003 0.003 0.001 0.007 0.003 0.003 0.001 0.006 -0.009 -0.011 -0.019 -0.005 0.016 0.015 0.007 0.025 0.013 0.012 0.006 0.020 0.004 0.004 0.001 0.008 0.007 0.008 0.004 0.014 0.008 0.007 0.003 0.012 -0.014 -0.017 -0.026 -0.011 0.012 0.012 0.004 0.021 0.007 0.007 0.002 0.013 0.002 0.002 0.000 0.005 lii EX.PE -> EX -> FI -> EG > EG.IN EX.PM -> EX -> FI -> EG -> EG.IN EX_EM_FI -> FI -> EG -> EG.IN EM -> EI -> EG -> EG.MB EX.MT -> EX -> EI -> EG -> EG.MB EX.OF -> EX -> EI -> EG -> EG.MB EX.PE -> EX -> EI -> EG -> EG.MB EX.PM -> EX -> EI -> EG -> EG.MB EX_EM_EI -> EI -> EG -> EG.MB EM -> FI -> EG -> EG.MB EX.MT -> EX -> FI -> EG -> EG.MB EX.OF -> EX -> FI -> EG -> EG.MB EX.PE -> EX -> FI -> EG > EG.MB EX.PM -> EX -> FI -> EG -> EG.MB EX_EM_FI -> FI -> EG -> EG.MB EX.MT -> EX -> EI EX.OF -> EX -> EI EX.PE -> EX -> EI EX.PM -> EX -> EI EX.MT -> EX -> FI EX.OF -> EX -> FI EX.PE -> EX -> FI EX.PM -> EX -> FI 0.004 0.004 0.001 0.009 0.004 0.004 0.001 0.008 -0.011 -0.015 -0.023 -0.007 0.019 0.018 0.008 0.030 0.016 0.015 0.008 0.024 0.005 0.005 0.001 0.010 0.009 0.010 0.005 0.017 0.009 0.009 0.004 0.015 -0.017 -0.021 -0.031 -0.013 0.015 0.014 0.005 0.025 0.008 0.008 0.002 0.016 0.003 0.002 0.001 0.005 0.005 0.005 0.001 0.011 0.005 0.005 0.001 0.010 -0.014 -0.018 -0.028 -0.009 0.104 0.033 0.060 0.062 0.063 0.020 0.036 0.038 0.098 0.031 0.064 0.059 0.059 0.018 0.038 0.035 0.058 0.008 0.035 0.032 0.015 0.004 0.010 0.009 0.140 0.059 0.103 0.088 0.104 0.036 0.074 0.063 Confidence Intervals Bias Corrected Original Sample (O) EM -> EI -> EG 0.005 EX.MT -> EX -> EI -> EG 0.004 EX.OF -> EX -> EI -> EG 0.001 EX.PE -> EX -> EI -> EG 0.002 EX.PM -> EX -> EI -> EG 0.003 EX_EM_EI -> EI -> EG -0.005 EM -> FI -> EG -> CL 0.004 EX.MT -> EX -> FI -> EG 0.002 EX.OF -> EX -> FI -> EG 0.001 EX.PE -> EX -> FI -> EG 0.001 EX.PM -> EX -> FI -> EG 0.001 EX_EM_FI -> FI -> EG -0.004 Sample Mean (M) 0.005 0.004 0.001 0.003 0.002 -0.006 0.004 0.002 0.001 0.001 0.001 -0.005 Bias 0.000 0.000 0.000 0.000 0.000 -0.001 0.000 0.000 0.000 0.000 0.000 -0.001 2.5% 0.002 0.002 0.000 0.001 0.001 -0.007 0.002 0.001 0.000 0.000 0.000 -0.006 97.5% 0.011 0.009 0.003 0.005 0.005 -0.002 0.009 0.006 0.002 0.003 0.004 0.008 liii EM -> EI -> EG EX.MT -> EX -> EI -> EG EX.OF -> EX -> EI -> EG EX.PE -> EX -> EI -> EG EX.PM -> EX -> EI -> EG EX_EM_EI -> EI -> EG EM -> FI -> EG EX.MT -> EX -> FI -> EG EX.OF -> EX -> FI -> EG EX.PE -> EX -> FI -> EG EX.PM -> EX -> FI -> EG EX_EM_FI -> FI -> EG EM -> EI -> EG -> EG.AG EX.MT -> EX -> EI -> EG -> EG.AG EX.OF -> EX -> EI -> EG -> EG.AG EX.PE -> EX -> EI -> EG -> EG.AG EX.PM -> EX -> EI -> EG -> EG.AG EX_EM_EI -> EI -> EG -> EG.AG EM -> FI -> EG -> EG.AG EX.MT -> EX -> FI -> EG -> EG.AG EX.OF -> EX -> FI -> EG -> EG.AG EX.PE -> EX -> FI -> EG > EG.AG EX.PM -> EX -> FI -> EG -> EG.AG EX_EM_FI -> FI -> EG -> EG.AG EM -> EI -> EG -> EG.CO EX.MT -> EX -> EI -> EG -> EG.CO EX.OF -> EX -> EI -> EG -> EG.CO EX.PE -> EX -> EI -> EG -> EG.CO EX.PM -> EX -> EI -> EG -> EG.CO EX_EM_EI -> EI -> EG -> EG.CO EM -> FI -> EG -> EG.CO EX.MT -> EX -> FI -> EG -> EG.CO EX.OF -> EX -> FI -> EG -> EG.CO EX.PE -> EX -> FI -> EG > EG.CO EX.PM -> EX -> FI -> EG -> EG.CO 0.026 0.021 0.007 0.012 0.013 -0.024 0.020 0.012 0.004 0.007 0.007 -0.019 0.015 0.025 0.020 0.006 0.013 0.012 -0.029 0.020 0.011 0.003 0.007 0.007 -0.025 0.014 -0.001 -0.001 0.000 0.001 -0.001 -0.005 -0.001 -0.001 0.000 0.001 0.000 -0.006 -0.001 0.013 0.013 0.002 0.006 0.007 -0.030 0.008 0.004 0.001 0.001 0.002 -0.024 0.007 0.045 0.037 0.015 0.021 0.022 -0.010 0.036 0.024 0.009 0.014 0.015 0.047 0.026 0.012 0.011 -0.001 0.007 0.022 0.004 0.004 0.000 0.001 0.009 0.007 0.007 0.001 0.003 0.012 0.007 0.007 0.000 0.004 0.013 -0.013 -0.016 -0.003 -0.018 -0.005 0.011 0.011 0.000 0.005 0.021 0.006 0.006 0.000 0.002 0.014 0.002 0.002 0.000 0.001 0.005 0.004 0.004 0.000 0.001 0.008 0.004 0.004 0.000 0.001 0.009 -0.011 -0.014 -0.003 -0.014 0.026 0.012 0.012 0.000 0.006 0.022 0.010 0.009 -0.001 0.005 0.018 0.003 0.003 0.000 0.001 0.007 0.006 0.006 0.000 0.003 0.010 0.006 0.006 0.000 0.003 0.011 -0.011 -0.013 -0.002 -0.015 -0.004 0.009 0.009 0.000 0.004 0.018 0.005 0.005 0.000 0.002 0.012 0.002 0.002 0.000 0.001 0.005 0.003 0.003 0.000 0.001 0.007 0.003 0.003 0.000 0.001 0.007 liv EX_EM_FI -> FI -> EG -> EG.CO EM -> EI -> EG -> EG.IN EX.MT -> EX -> EI -> EG -> EG.IN EX.OF -> EX -> EI -> EG -> EG.IN EX.PE -> EX -> EI -> EG -> EG.IN EX.PM -> EX -> EI -> EG -> EG.IN EX_EM_EI -> EI -> EG -> EG.IN EM -> FI -> EG -> EG.IN EX.MT -> EX -> FI -> EG -> EG.IN EX.OF -> EX -> FI -> EG -> EG.IN EX.PE -> EX -> FI -> EG > EG.IN EX.PM -> EX -> FI -> EG -> EG.IN EX_EM_FI -> FI -> EG -> EG.IN EM -> EI -> EG -> EG.MB EX.MT -> EX -> EI -> EG -> EG.MB EX.OF -> EX -> EI -> EG -> EG.MB EX.PE -> EX -> EI -> EG -> EG.MB EX.PM -> EX -> EI -> EG -> EG.MB EX_EM_EI -> EI -> EG -> EG.MB EM -> FI -> EG -> EG.MB EX.MT -> EX -> FI -> EG -> EG.MB EX.OF -> EX -> FI -> EG -> EG.MB EX.PE -> EX -> FI -> EG > EG.MB EX.PM -> EX -> FI -> EG -> EG.MB EX_EM_FI -> FI -> EG -> EG.MB EX.MT -> EX -> EI EX.OF -> EX -> EI EX.PE -> EX -> EI EX.PM -> EX -> EI EX.MT -> EX -> FI EX.OF -> EX -> FI EX.PE -> EX -> FI EX.PM -> EX -> FI -0.009 -0.011 -0.003 -0.012 0.021 0.016 0.015 -0.001 0.008 0.027 0.013 0.012 -0.001 0.007 0.022 0.004 0.004 0.000 0.001 0.009 0.007 0.008 0.001 0.003 0.013 0.008 0.007 0.000 0.004 0.014 -0.014 -0.017 -0.003 -0.018 -0.006 0.012 0.012 0.000 0.005 0.022 0.007 0.007 0.000 0.002 0.015 0.002 0.002 0.000 0.001 0.006 0.004 0.004 0.000 0.001 0.009 0.004 0.004 0.000 0.001 0.009 -0.011 -0.015 -0.003 -0.015 0.027 0.019 0.018 -0.001 0.010 0.033 0.016 0.015 -0.001 0.009 0.027 0.005 0.005 0.000 0.002 0.011 0.009 0.010 0.001 0.004 0.016 0.009 0.009 0.000 0.005 0.017 -0.017 -0.021 -0.004 -0.022 -0.008 0.015 0.014 0.000 0.006 0.026 0.008 0.008 0.000 0.003 0.018 0.003 0.002 0.000 0.001 0.007 0.005 0.005 0.000 0.001 0.011 0.005 0.005 0.000 0.002 0.011 -0.014 -0.018 -0.004 -0.018 0.033 0.104 0.033 0.060 0.062 0.063 0.020 0.036 0.038 0.098 0.031 0.064 0.059 0.059 0.018 0.038 0.035 -0.006 -0.002 0.004 -0.003 -0.004 -0.002 0.003 -0.002 0.070 0.011 0.031 0.038 0.023 0.008 0.008 0.014 0.154 0.065 0.095 0.094 0.113 0.043 0.070 0.070 ... thesis ? ?Does customer experience always benefit service companies? Examining customers’ epistemic motivation and interaction with service contexts? ?? is my own and conducted with the instruction and. .. EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY VU THI MAI CHI DOES CUSTOMER EXPERIENCE ALWAYS BENEFIT SERVICE COMPANIES? EXAMINING CUSTOMERS’ EPISTEMIC MOTIVATION AND. .. industry, Brand Experience, Service Customer experience  Loyalty, Italy Experience, Post-Purchase Satisfaction, Word-of-Mouth Experience Banking Services, Convenience, Servicescape, Customer experience