Luận văn thạc sĩ Quản trị kinh doanh: 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

73+Ӗ&+Ë0,1+ THE ROLE OF SOCIAL COGNITIVE, SOCIAL EXCHANGE AND BRAND AUTHENTICITY IN CUSTOMER PARTICIPATION: A STUDY OF HEALTH CARE SERVICES IN HCMC Chuyên ngành : 4XҧQWUӏNLQKGRDQK 0

73+Ӗ&+Ë0,1+

THE ROLE OF SOCIAL COGNITIVE, SOCIAL EXCHANGE

AND BRAND AUTHENTICITY IN CUSTOMER

PARTICIPATION: A STUDY OF HEALTH CARE SERVICES

IN HCMC

Chuyên ngành : 4XҧQWUӏNLQKGRDQK

0mVӕ : 8340101

ĈҤ,+Ӑ&48Ӕ&*,$73+&0 &Ӝ1*+2¬;­+Ӝ,&+Ӫ1*+Ƭ$9,ӊ71$0 75ѬӠ1*ĈҤ,+Ӑ&%È&+.+2$ ĈӝFOұS± 7ӵGR± +ҥQKSK~F

II 1+,ӊ09Ө9¬1Ӝ,'81*

- ĈӅ[XҩWPӝWP{KuQKFҩXWU~FWURQJÿyWLӅQWӕFKRKjQKYLWKDPJLDÿ͛QJW̩RVLQK FͯDNKiFKKjQJlà WUDRÿ͝L[mK͡L EDRJӗPFҧPQKұQKӛ WUӧWӯWәFKӭFFҧPQKұQKӛ WUӧWӯQKkQYLrQGӏFKYөvà FҧPQKұQKӛWUӧWӯNKiFKKjQJNKiF), QK̵QWKͱF[mK͡L (WӵWLQYjRQăQJOӵFEҧQWKkQ) và WtQK[iFWK͹FFͯDWK˱˯QJ KL͏X YjFiFKұXWӕOjFK̭W O˱ͫQJG͓FKYͭV͹WUX\͉QPL͏QJFNJQJQKѭFK̭WO˱ͫQJFX͡FV͙QJFͯDNKiFKKjQJ

- LӇPÿӏQKP{KuQKÿROѭӡQJYjFiFPӕLTXDQKӋFҩXWU~FQrXWUrQWURQJOƭQKYӵF\WӃFKăPVyFVӭFNKӓH%rQFҥQKÿyÿӅWjLFNJQJÿѭDUDFiFKjPêTXҧQWUӏFKRFiFEӋQKYLӋQFiFFѫVӣFXQJFҩSGӏFKYө\WӃ

LӠI CҦ0Ѫ1

/ӡLÿҫXWLrQ[LQJӱLOӡLFҧPѫQVkXVҳFÿӃQTXê7Kҫ\&{ QKӳQJQJѭӡLÿmJLҧQJGҥ\YjWUX\ӅQÿҥW cho EҧQWKkQWiFJLҧ QKӳQJNLӃQWKӭFTXêEiXWURQJVXӕWKDLQăPKӑFWұSFKѭѫQJWUuQKWKҥFVƭ4XҧQ WUӏNLQKGRDQKWҥL.KRD4XҧQ/ê Công 1JKLӋSWUѭӡQJĈҥLKӑFBách Khoa TP.HCM

ĈһFELӋW[LQ FҧPѫQ 3*6761JX\ӉQ0ҥQK7XkQQJѭӡLÿmWUӵFWLӃSKѭӟQJGүQWұQWuQKFKӍEҧRYjJL~S ÿӥWiFJLҧ WURQJVXӕWTXiWUuQKOjPOXұQYăQWӕWQJKLӋS1KӡFyVӵJL~Sÿӥ ÿӝQJYLrQTXDQWkPvà KѭӟQJGүQFӫD7Kҫ\PjWiFJLҧ PӟLFyWKӇKRjQWKjQKÿӅWjLQJKLrQFӭXQj\9uYұ\WiFJLҧ UҩWELӃW ѫQ7Kҫ\PӝWOҫQQӳD[LQFKkQWKjQKFҧPѫQ7Kҫ\

%rQFҥQKÿyWiFJLҧ [LQJӱLOӡLFҧPѫQÿӃQJLDÿuQKEҥQEq$QK&KӏKӑFYLrQ.ÿmQKLӋWWuQKJL~SÿӥJySêYjÿӝQJYLrQWiFJLҧWURQJNKRҧQJWKӡLJLDQKӑFWұSYjQJKLrQFӭXYӯDTXD

7URQJTXiWUuQKOjPOXұQYăQPһFGÿmFӕJҳQJÿӇKRjQWKjQKWӕWÿӅWjLQKѭQJGӵDvào NLӃQWKӭFYjWUuQKÿӝKҥQFKӃFӫDEҧQWKkQ WiFJLҧFKҳFFKҳQNK{QJWUiQKNKӓLQKӳQJ WKLӃXVyW9uYұ\WiFJLҧ UҩWPRQJQKұQÿѭӧFQKӳQJêNLӃQÿyQJJySTXêEiXFӫDTXê7Kҫ\&{ YjEҥQÿӑFÿӇFyWKӇKRjQWKLӋQWӕWKѫQ

6DXFQJWiFJLҧxin NtQKFK~FTXê7Kҫ\&{OX{QNKӓHPҥQh và thành công trong VӵQJKLӋSWUӗQJQJѭӡLYj VӭPӋQKWKLrQJOLrQJFӫDPuQKFKRQKLӅXWKӃKӋPDLVDX Xin châQWKjQKFҧPѫQ

+ӗ.KiQK0ӻ7LrQ

TÓM TҲT

7KHRORJLFWUӑQJGӏFKYөNKiFKKjQJÿѭӧF[HPYӟLWѭFiFKOjQJѭӡLÿӗQJViQJWҥRJLiWUӏFKӫÿӝQJWKD\YuQJѭӡLQKұQJLiWUӏWKөÿӝng 6ӵWKDPJLDFӫDNKiFKKjQJSKҧQiQKQKӳQJQӛOӵFOLrQTXDQWURQJYLӋFWKDPJLDÿӗQJWҥRVLQK &KDQYjFӝQJVӵ 7URQJEӕLFҧQKFӫDGӏFKYө\WӃQJKLrQFӭXQj\ÿӅ[XҩWPӝWP{KuQKFҩXWU~FYӅKjQKYLWKDPJLDFӫDNKiFKKjQJWURQJÿyFiFWLӅQWӕOjVӵNӃWKӧSJLӳDTXDQÿLӇP

WUDRÿәL[mKӝLEDRJӗPF̫PQK̵QK͟ WUͫWͳW͝FKͱFF̫PQK̵QK͟WUͫWͳQKkQYLrQ G͓FKYͭvà c̫PQK̵QK͟WUͫ khách hàng khác), QK̵QWKͱF[mK͡L (W͹WLQYjRQăQJO͹F E̫QWKkQ) và WtQK[iFWK͹FFͯDWK˱˯QJKL͏XFzQFiFKұXWӕOjFK̭WO˱ͫQJG͓FKYͭV͹ WUX\͉QPL͏QJ FNJQJQKѭFK̭WO˱ͫQJFX͡FV͙QJ FӫDNKiFKKjQJ

1JKLrQFӭXÿѭӧFWLӃQKjQKWK{QJTXDKDLEѭӟFOjQJKLrQFӭXVѫEӝYjQJKLrQ FӭXFKtQKWKӭF 1JKLrQ FӭXVѫEӝJӗPQJKLrQ FӭXÿӏQKWtQKVѫ EӝQJKLrQFӭXÿӏQK OѭӧQJVѫEӝ QKҵPÿLӅXFKӍQKYjEәVXQJFiFELӃQTXDQViWÿmÿѭӧFWKӵFKLӋQWURQJ QJKLrQFӭXWUѭӟFÿyFKRSKKӧSYӟLÿLӅXNLӋQWKӵFWӃWҥL9LӋW1DPYjNKҧRViWVѫ EӝEҵQJEҧQJFkXKӓLYӟLPүXÿӇÿiQKJLiÿӝWLQFұ\QKҩWTXiQQӝLWҥLÿӝJLiWUӏ KӝLWөYjÿӝJLiWUӏSKkQELӋWFӫDFiFWKDQJÿR1JKLrQFӭXÿӏQKOѭӧQJFKtQKWKӭF SKkQWtFKFҩXWU~FWX\ӃQWtQKYӟL3/6± 6(0ÿѭӧFWKӵFKLӋQWUrQPүXOjNKiFK KjQJFiQKkQÿmWӯQJVӱGөQJGӏFKYө\WӃFKăPVyFVӭFNKӓHWҥL 73+&0ÿmӫQJKӝWҩWFҧJLҧWKX\ӃWQJKLrQFӭXÿӅ[XҩW

&өWKӇFiFWLӅQWӕWKXӝFWUDRÿәL[mKӝLQKұQWKӭF[mKӝLYjWtQK[iFWKӵFWKѭѫQJKLӋXҧQKKѭӣQJWtFKFӵFOrQKjQKYLWKDPJLDFӫDNKiFKKjQJYjKjQKYLtham gia WiFÿӝQJ ÿiQJNӇOrQFKҩWOѭӧQJGӏFKYөFKҩWOѭӧQJFXӝFVӕQJYjêÿӏQKWLӃSWөFPXDGӏFKYө FӫDNKiFKKjQJ0{KuQKÿӅ[XҩWÿmJLҧLWKtFKÿѭӧFELӃQWKLrQFӫDKjQKYLWKDPJLDFӫDNKiFKKjQJYj% sӵELӃQWKLrQFӫDFKҩWOѭӧQJGӏFKYө

ABSTRACT

According to the service-weighted logic, customers are viewed as active value creators rather than passive value recipients Client involvement reflects the efforts involved in co-generation engagement (Chan et al., 2010)

co-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 8 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

/Ӡ,&$0Ĉ2$1

7{L[LQFDPÿRDQQӝLGXQJWURQJOXұQYăQ: ³9DLWUzFӫDQKұQWKӭF[mKӝLWUDRÿәL

[mKӝLYjWtQK[iFWKӵFWKѭѫQJKLӋXWURQJKjQKYLWKDPJLDÿӗQJWҥRVLQKFӫD NKiFKKjQJ0ӝWQJKLrQFӭXYӅGӏFKYөNKiPFKӳDEӋQKӣFiFEӋQKYLӋQWҥL73 +ӗ&Kt0LQK´ OjNӃWTXҧQJKLrQFӭXFӫDFiQKkQW{LGѭӟLVӵKѭӟQJGүQFӫD3*676

1JX\ӉQ0ҥQK7XkQNK{QJVDRFKpSNӃWTXҧWӯQJKLrQ FӭXNKiF

TP+ӗ&Kt0LQKQJj\ WKiQJQăP

7iFJLҧOXұQYăQ

+ӗ.KiQK0ӻ7LrQ

0Ө&/Ө&

LӠI CҦ0Ѫ1 i

TÓM TҲT ii

ABSTRACT iii

/Ӡ,&$0Ĉ2$1 iv

0Ө&/Ө& v

'$1+0Ө&&È&%Ҧ1* ix

'$1+0Ө&&È&+Î1+ x

'$1+0Ө&&È&.é+,ӊ89¬&+Ӳ9,ӂ77Ҳ7 xi

&+ѬѪ1* 7Ә1*48$1Ĉӄ7¬, 1

/é'2+Î1+7+¬1+Ĉӄ7¬, 1

1.2 0Ө&7,Ç81*+,Ç1&Ӭ8 5

1.3 3+Ҥ09,9¬ĈӔ,7ѬӦ1*1*+,Ç1&Ӭ8 5

1.4 é1*+Ƭ$&Ӫ$Ĉӄ7¬,1*+,Ç1&Ӭ8 5

1.5 %Ӕ&Ө&&Ӫ$Ĉӄ7¬,1*+,Ç1&Ӭ8 6

&+ѬѪ1* &Ѫ6Ӣ/é7+8<ӂ79¬0Ð+Î1+1*+,Ç1&Ӭ8 8

&È&/é7+8<ӂ79¬.+È,1,ӊ01*+,Ç1&Ӭ8 8

/êWKX\ӃWYӅKjQKYLWKDPJLDÿӗQJWҥRVLQKFӫDNKiFKKjQJ 8

/êWKX\ӃWYӅWUDRÿәL[mKӝL 11

&ҧPQKұQVӵKӛWUӧWӯWәFKӭF 12

&ҧPQKұQVӵKӛWUӧWӯQKkQYLrQFXQJFҩSGӏFKYө 13

&ҧPQKұQVӵKӛWUӧFiFNKiFKKjQJNKiF 13

/êWKX\ӃWYӅQKұQWKӭF[mKӝL 13

7tQK[iFWKӵFWKѭѫQJKLӋX 14

2.&KҩWOѭӧQJGӏFKYө 15

6ӵWUX\ӅQPLӋQJ 16

&KҩWOѭӧQJFXӝFVӕQJ 17

2.2 &È&0Ð+Î1+1*+,Ç1&Ӭ875ѬӞ& 18

0ӝWP{KuQKWtFKKӧSFӫDPӕLTXDQKӋWUDRÿәL[mKӝLNKiFKKjQJ9DLWUz NLӇPGX\ӋWFӫDWUҧLQJKLӋPNKiFKKjQJFӫD<LYjGong, 2009 18

2.2.2 1JKLrQFӭX7ӵWLQQăQJOӵFEҧQWKkQQLӅPWLQYjOӧLtFKÿѭӧFFҧPQKұQ WURQJÿӗQJWҥRVLQKJLiWUӏEӣLQJѭӡLWLrXGQJFӫDQKyPWiFJLҧ+HOHQD$OYHV Emerson Wagner Mainardes, 2017 19

1JKLrQFӭX&iF\ӃXWӕ[iFÿӏQKWkPOêYj[mKӝLFӫDKjQKYLÿӗQJWҥRVLQK JLiWUӏÿӕLYӟLFiFF{QJW\+jQ4XӕF0ӝW4XDQÿLӇPOҩ\QJѭӡLWLrXGQJOjP WUXQJWkPFӫD6XQJMRRQ<RRQYj&ӝQJVӵ 20

1JKLrQFӭX1әOӵFFӫDNKiFKKjQJWURQJFiFKRҥWÿӝQJÿӗQJWҥRVLQKJLiWUӏ &ҧLWKLӋQFKҩWOѭӧQJFXӝFVӕQJYjêÿӏQKKjQKYLFӫDNKiFKKjQJFKăPVyFVӭF NKӓHFӫD-LOOLDQ&6ZHHQH\7UDFH\6'DQDKHUDQG-DQHW50F&ROO-Kennedy, 2015 21

1JKLrQFӭX6ӵWtFKFӵFYjKjQKYLWKDPJLDFӫDNKiFKKjQJWURQJOƭQKYӵF GӏFKYөPӝWQJKLrQFӭXWKӵFQJKLӋPWURQJEӕLFҧQKOƭQKYӵF\WӃFӫD$QGUHZ6 *DOODQYjFӝQJVӵ 22

2.3 *,Ҧ7+8<ӂ79¬0Ð+Î1+1*+,Ç1&Ӭ8Ĉӄ1*+ӎ 23

0{KuQKQJKLrQFӭXÿӅ[XҩW 23

2.3.2 &iFJLҧWKX\ӃWQJKLrQFӭX 24

7UDRÿәL[mKӝLYjKjQKYLÿӗQJWҥRVLQK 25

7ӵWLQYjRQăQJOӵFEҧQWKkQYjKjQKYLÿӗQJWҥRVLQK 25

7tQK[iFWKӵFFӫDWKѭѫQJKLӋXYjKjQKYLÿӗQJWҥRVLQK 26

&KҩWOѭӧQJGӏFKYөOjKұXWӕFӫDKjQKYLWKDPJLDFӫDNKiFKKjQJ 26

6ӵWUX\ӅQPLӋQJOjKұXWӕFӫDKjQKYLWKDPJLDÿӗQJWҥRVLQK 27

&KҩWOѭӧQJFXӝFVӕQJOjKұXWӕFӫDKjQKYLWKDPJLDÿӗQJWҥR 28

&KҩWOѭӧQJGӏFKYөYj6ӵWUX\ӅQPLӋQJ 28

&KҩWOѭӧQJGӏFKYөYj&KҩWOѭӧQJFXӝFVӕQJ 29

&+ѬѪ1* 3+ѬѪ1*3+È39¬7+,ӂ7.ӂ1*+,Ç1&Ӭ8 30

3.1 48<75Î1+1*+,Ç1&Ӭ8 30

3.2 7+,ӂ7.ӂ7+$1*Ĉ2 32

7KDQJÿRYӅFiFWLӅQWӕҧQKKѭӣQJÿӃQKjQKYLWKDPJLDÿӗQJWҥRVLQKFӫD NKiFKKjQKFӫDGӏFKYө\WӃNKiPFKӳDEӋQK 33

7KDQJÿRYӅ7UDRÿәL[mKӝL6RFLDOH[FKDQJH 33

7KDQJÿRYӅ7ӵWLQYjRQăQJOӵFEҧQWKkQ6HOI-Efficacy) 36

7KDQJÿRYӅ7tQK[iFWKӵFFӫDWKѭѫQJKLӋX(Brand Authenticity) 36

7KDQJÿRYӅFiFKұXWӕFӫDKjQKYLWKDPJLDFӫDNKiFKKjQJFӫDGӏFKYө\ WӃNKiPFKӳDEӋQK 37

7KDQJÿRYӅ&KҩWOѭӧQJGӏFKYө6HUYLFH4XDOLW\ 37

3.2.2.2 7KDQJÿRYӅ6ӵWUX\ӅQPLӋQJ:RUG-of-mouth) 38

7KDQJÿRYӅ&KҩWOѭӧQJFXӝFVӕQJ4XDOLW\RIOLIH 39

7KDQJÿR\ӃXWӕKjQKYLWKDPJLDÿӗQJWҥRVLQKFӫDNKiFKKjQJFӫDGӏFKYө \WӃNKiPFKѭDEӋQK 40

7әQJKӧSFiFWKDQJÿRKLӋXFKӍQK 41

7+,ӂ7.ӂ0Ү8 50

3+ѬѪ1*3+È33+Æ17Ë&+'Ӳ/,ӊ8 51

3.4.1 7KXWKұSYjNLӇPWUDGӳOLӋX 51

3.4.2 0{KuQKSKѭѫQJWUuQKFҩXWU~F3/6± SEM 52

3.4.3 ĈiQKJLiP{KuQKÿROѭӡQJWURQJ3/6± SEM 52

&+ѬѪ1*.ӂ748Ҧ1*+,Ç1&Ӭ8 56

.ӂ748Ҧ1*+,Ç1&Ӭ8Ĉӎ1+7Ë1+6Ѫ%Ӝ 56

.ӂ748Ҧ1*+,Ç1&Ӭ8Ĉӎ1+/ѬӦ1*6Ѫ%Ӝ 60

1*+,Ç1&Ӭ8Ĉӎ1+/ѬӦ1*&+Ë1+7+Ӭ& 62

7KӕQJNrP{WҧELӃQÿӏQKWtQK 63

7KӕQJNrP{WҧELӃQÿӏQKOѭӧQJ 66

.LӇPÿӏQKP{KuQKQJKLrQFӭX 66

0{KuQKÿROѭӡQJ 66

0{KuQKFҩXWU~F 69

7+Ҧ2/8Ұ1.ӂ748Ҧ 75

.ӃWTXҧYӅWKDQJÿR 75

.ӃWTXҧYӅP{KuQKQJKLrQFӭXYjFiFTXDQKӋ 75

&+ѬѪ1*.ӂ7/8Ұ19¬.,ӂ11*+ӎ 78

7Ï07Ҳ71Ӝ,'81*1*+,Ç1&Ӭ8 78

.ӂ748Ҧ&+Ë1+&Ӫ$1*+,Ç1&Ӭ8 80

+¬0é48Ҧ175ӎ 81

1+Ӳ1*+Ҥ1&+ӂ&Ӫ$Ĉӄ7¬,9¬+ѬӞ1*1*+,Ç1&Ӭ87,ӂ37+(2 85

7¬,/,ӊ87+$0.+Ҧ2 87

3+Ө/Ө& 94

3+Ө/Ө&7+$1*Ĉ2*Ӕ& 94

3+Ө&/Ө&'¬1%¬,3+Ӓ1*9Ҩ11Ӝ,%Ӝ 100

3+Ө/Ө&'$1+6È&+ĈÈ39,Ç13+Ӓ1*9Ҩ1Ĉӎ1+7Ë1+6Ѫ%Ӝ 106

3+Ө/Ө&7Ә1*+Ӧ3é.,ӂ13+Ӓ1*9Ҩ1Ĉӎ1+ 7Ë1+6Ѫ%Ӝ 107

3+Ө/Ө&3+,ӂ8.+Ҧ26È7&+Ë1+7+Ӭ& 113

3+Ө/Ө&.ӂ748Ҧ3+Æ17Ë&+'Ӳ/,ӊ8Ĉӎ1+/ѬӦ1*6Ѫ%Ӝ 124

3+Ө/Ө&7+Ӕ1*.Ç0Ð7Ҧ&È&%,ӂ1Ĉӎ1+/ѬӦ1* 126

3+Ө/Ө&.ӂ748Ҧ3+Æ17Ë&+'Ӳ/,ӊ81*+,Ç1&Ӭ8Ĉӎ1+/ѬӦ1* CHÍNH 7+Ӭ&- 0Ð+Î1+Ĉ2/˰ͤ1* 128

3+Ө/Ө&.ӂ748Ҧ3+Æ17Ë&+'Ӳ/,ӊ81*+,Ç1&Ӭ8Ĉӎ1+/ѬӦ1* &+Ë1+7+Ӭ&- 0Ð+Î1+&̬875Ò& 133

3+Ө/Ө&+ӊ6Ӕ7È&ĈӜ1*75Ӵ&7,ӂ3-*,È17,ӂ3-7Ә1* 136

'$1+0Ө&&È&%Ҧ1*

%ҧQJ7KDQJÿRFҧPQKұQKӛWUӧWӯWәFKӭF3HUFHLYHGRUJDQL]DWLRQVXSSRUW 33

%ҧQJ 7KDQJÿRFҧPQKұQKӛWUӧWӯQKkQYLrQFXQJFҩSGӏFKYө3HUFHLYHGVHUYLFH

provider support) 34

%ҧQJ 7KDQJÿRFҧPQKұQKӛWUӧNKiFKKjQJNKiF3HUFHLYHGFXVWRPHUVXSSRUW 35

%ҧQJ7KDQJÿRYӅ7ӵWLQYjRQăQJOӵFEҧQWKkQ6HOI-Efficacy) 36

%ҧQJ7KDQJÿRYӅ7tQK[iFWKӵFFӫDWKѭѫQJKLӋX%UDQG$XWKHQWLFLW\ 36

%ҧQJ7KDQJÿRYӅ&KҩWOѭӧQJGӏFKYө6HUYLFH4XDOLW\ 9ӕQ[mKӝLÿѭӧFÿӏQKQJKƭDOjPӝWÿһFWtQKFӫDWәFKӭF[mKӝLEDRJӗPPҥQJOѭӟLFKXҭQPӵFYjOzQJWLQ[mKӝLFKRSKpSKӧSWiFYjSKӕLKӧSYuOӧLtFKÿ{LErQ3XWQDP 0ӑLQJѭӡLNK{QJWKӇVӕQJWiFKELӋWNKӓLFiFPӕLTXDQKӋPҥQJ[mKӝLPjKӑÿѭӧFNӃWQӕLYjYӕQ[mKӝLFyWKӇWҥRUDJLiWUӏFKXQJ JLӳDFiFF{QJW\YjNKiFKKjQJ

6ӭFPҥQKFӫDFiFPӕLTXDQKӋPҥQJ[mKӝLFyWKӇOjPӝW\ӃXWӕTX\ӃWÿӏQKÿiQJNӇÿӃQPӭFÿӝÿiQJWLQFұ\YtGө%XUW 1JKƭDOjFҩXWU~FFӫDTXDQKӋQJѭӡLWLrXGQJYӟLYӕQ[mKӝLWtFKONJ\FӫDQyҧQKKѭӣQJWtFKFӵFÿӃQWtQK[iFWKӵFFӫDGRDQKQJKLӋS7tQK[iFWKӵFOjPӝWQKXFҫXNLQKGRDQKPӟLFҫQWKLӃWFKRQӅQNLQKWӃWUҧLQJKLӋP*LOPRUHYj3LQH EӣLYuQKұQWKӭFFӫDQJѭӡLWLrXGQJYӅFiF

KRҥWÿӝQJWLӃSWKӏ[iFWKӵFFӫDF{QJW\OjPӝWELӃQVӕTXDQWUӑQJWURQJYLӋF[iFÿӏQKSKҧQӭQJWtFKFӵFFӫDQJѭӡLWLrXGQJYtGө,OLFLFYj:HEVWHU 'ӵDWUrQQKӳQJTXDQViWÿmWKҧROXұQӣWUrQFyWKӇOұSOXұQUҵQJYӕQ[mKӝLEҧQVҳF[mKӝLYjWtQK[iFWKӵFFӫDGRDQKQJKLӋSOjTXDQWUӑQJWURQJYLӋFÿӗQJWҥRUDJLiWUӏEӣLYuQJѭӡLWLrXGQJFyPӭFYӕQ[mKӝLFDRKѫQNKҧQăQJQKұQGLӋQFDRKѫQYjWtQK[iFWKӵFFӫDGRDQKQJKLӋSVҹQVjQJWҥRUDJLiWUӏWK{QJTXDKӧSWiFYjVӵWKDPJLD

2.2.4 1JKLrQFӭX1әOӵFFӫDNKiFKKjQJWURQJFiFKRҥWÿӝQJÿӗQJWҥRVLnh giá WUӏ&ҧLWKLӋQFKҩWOѭӧQJ FXӝFVӕQJYjêÿӏQKKjQKYLFӫDNKiFKKjQJFKăPVyF VӭF NKӓH FӫD -LOOLDQ & 6ZHHQH\ 7UDFH\ 6 'DQDKHU DQG -DQHW 5 0F&ROO- Kennedy, 2015

Hình 2 4 0{KuQKQJKLrQFͱXFͯD-LOOLDQ&6ZHHQH\Yj&͡QJV͹2015)

1JKLrQ FӭX ÿҫX WLrQ ÿѭD UD PӝW KӋ WKӕQJ SKkQ FҩS FiF KRҥW ÿӝQJ ÿӗQJ WҥR VLQKJLiWUӏ7KDPJLDYjRFiFKRҥWÿӝQJQj\WKӇKLӋQQӛOӵFPjNKiFKKjQJÿyQJ JySÿӇWҥRUDJLiWUӏ1JKLrQFӭXFNJQJQKҩQPҥQKWҫPTXDQWUӑQJFӫDYLӋF[HPGӏFK YөFKăPVyFVӭFNKӓHQKѭÿDQJGLӉQUDWURQJPҥQJOѭӟLGӏFKYөNKiFKKjQJYѭӧW UDQJRjLFiFWѭѫQJWiFGӏFKYөNKiFKKjQJFӫDF{QJW\YjFKӭQJPLQKÿѭӧFUҵQJ NKiFKKjQJWtFKKӧSFiFQJXӗQOӵFÿӇÿҥWÿѭӧFOӧLtFKWӯFiFQJXӗQNKiFQJRjLWә FKӭF WUXQJWkP1JXӗQÿӗQJWҥRVLQKFy WKӇÿӃQ WӯFiF QJXӗQWURQJFhính khách KjQJYtGөNLӃQWKӭFFiQKkQFӫDFKtQKKӑ WӯEҥQEqJLDÿuQKYjFiFNKiFKKjQJ

NKiFYjWӯFiFF{QJW\YjFӝQJÿӗQJ$UQRXOG3ULFHYj0DOVKH%DURQYj +DUULV 1JKLrQFӭXFNJQJFKRWKҩ\ÿӗQJWҥRVLQKFӫDNKiFKKjQJFyWiFÿӝQJ trӵFWLӃSÿӃQVӵKjLOzQJYӟLGӏFKYөYjêÿӏQKKjQKYL0ӝWSKiWKLӋQTXDQWUӑQJOj ÿӗQJWҥRVLQKFӫDNKiFKKjQJҧQKKѭӣQJÿӃQFKҩWOѭӧQJFXӝFVӕQJ+ѫQQӳDVӵKjL OzQJYӟLGӏFKYөFNJQJJL~SWăQJFѭӡQJêÿӏQKYjFKҩWOѭӧQJQKұQWKӭFFXӝFVӕQJ Các cá nhân FyWKӇWKDPJLDYjRFiFKRҥWÿӝQJFyWLӅPQăQJÿӇFҧLWKLӋQFKҩWOѭӧQJ FXӝFVӕQJFӫDKӑ1KӳQJSKiWKLӋQFӫDQJKLrQFӭXFNJQJÿzLKӓLPӝWFiLQKuQUӝQJ KѫQYӅFKăPVyFVӭFNKӓHPӝWQJKLrQFӭXYӅFXӝFVӕQJFӫDNKiFKKjQJYjYDLWUz FӫD Kӑ ÿӕL YӟL VӭF NKӓH Yj KҥQK SK~F FӫD FKtQK Kӑ Yt Gө 0LFKLH 0LOHV Yj Weinman 2003; Tang et al 2010)

1JKLrQFӭX6ӵWtFKFӵF và hành vi tham JLDFӫDNKiFKKjQJtrong OƭQKYӵF GӏFKYөPӝWQJKLrQFӭXWKӵFQJKLӋPWURQJEӕLFҧQKOƭQKYӵF\WӃFӫD$QGUHZ 6*DOODQYjFӝQJVӵ

Hình 2 5 0{KuQKQJKLrQFͱXFͯD*DOODQYjF͡QJV͹

1KLӅXWѭѫQJWiFGӏFKYө\rXFҫXNKiFKKjQJWKDPJLDWtFKFӵFWX\QKLrQNKiFKKjQJWKѭӡQJNK{QJWKDPJLDӣFiFFҩSÿӝWӕLѭXKyDNӃWTXҧFӫDKӑÿһFELӋWOjWURQJOƭQKYӵFFKăPVyFVӭFNKӓHĈӇKLӇXU}KѫQYӅFiFKNKiFKKjQJÿӏQKKuQKWUҧLQJKLӋP

GӏFKYөYӟLNӃWTXҧNK{QJFKҳFFKҳQFDRQJKLrQFӭXQj\[k\GӵQJP{KuQKGӵDWUrQYLӋFPӣUӝQJYj[k\GӵQJOêWKX\ӃWYӅFҧP[~FWtFKFӵF0{KuQKQj\ÿѭӧFVӱGөQJÿӇÿiQKJLiWKӵFQJKLӋP[HPFҧP[~FFӫDWӯQJWuQKKXӕQJFөWKӇYjVӵWKDPJLDFӫDNKiFKKjQJWURQJTXiWUuQKWUҧLQJKLӋPGӏFKYөFKăPVyFVӭFNKӓHҧQKKѭӣQJQKѭWKӃQjRÿӃQQKұQWKӭFFӫDQKjFXQJFҩSGӏFKYө0{KuQKÿѭӧFWKӱQJKLӋPVӱGөQJGӳOLӋXWӯNKiFKKjQJSKzQJNKiP\WӃ3KKӧSYӟLOêWKX\ӃWNӃWTXҧFKRWKҩ\UҵQJNKLPӭFÿӝҧQKKѭӣQJWѭѫQJÿӕLFӫDNKiFKKjQJWUӣQrQWtFKFӵFKѫQPӭFÿӝWKDPJLDFNJQJWăQJOrQĈәLOҥLPӭFÿӝWtFKFӵFYjVӵWKDPJLDFDRKѫQVӁFҧLWKLӋQQKұQWKӭFFӫDNKiFKKjQJYӅFKҩW OѭӧQJFӫDQKjFXQJFҩSGӏFKYөYjVӵKjLOzQJYӟLWUҧLQJKLӋPGӏFKYөÿӗQJVҧQ[XҩWéQJKƭDFӫDQJKLrQFӭXQj\WұSWUXQJYjRFiFQKjTXҧQOêYjRYLӋFWKLӃWNӃFiFGӏFKYөÿӇJL~SNKiFKKjQJTXҧQOêFҧP[~FFӫDKӑWKHRQKӳQJFiFKWҥRÿLӅXNLӋQFKRVӵWtFK FӵFYjWKDPJLDYjGRÿyFҧLWKLӋQQKұQWKӭFYӅGӏFKYө

2.3 *,Ҧ7+8<ӂ79¬0Ð+Î1+1*+,Ç1&Ӭ8Ĉӄ1*+ӎ

2.3.1 Mô hình QJKLrQFӭXÿӅ[XҩW

7URQJÿӅWjLQj\WiFJLҧPXӕQWuPKLӇXVӵWiFÿӝQJFӫD\ӃXWӕWUDRÿәL[mKӝLEDRJӗPFҧPQKұQKӛWUӧWӯWәFKӭFFҧPQKұQKӛWUӧWӯQKkQYLrQGӏFKYөFҧPQKұQKӛWUӧWӯFiFNKiFKKjQJNKiF (theo Yi và Gong 2009) lên hành vi tham gia ÿӗQJWҥRVLQKGӏFKYө%rQFҥQKÿyPXӕQ[iFÿӏQKPӭFÿӝWiFÿӝQJFӫDQKұQWKӭF [mKӝLWK{QJTXD\ӃXWӕVӵWӵWLQYjRQăQJOӵFEҧQWKkQ FyOjPJLDWăQJJLiWUӏNKLNKiFKKjQJWKDPJLDWѭѫQJWiFGӏFKYө1JRjLUDWiFJLҧPXӕQÿѭDWKrPPӝWWLӅQWӕOjVӵ[iFWKӵFWKѭѫQJKLӋXQLӅPWLQYӅWKѭѫQJKLӋXOLӋXFyWiFÿӝQJÿӃQTXiWUuQKÿӗQJWҥRVLQKGӏFKYөFӫDNKiFKKjQJ

9j[iFPLQKNӃWTXҧNKLNKiFKKjQJWKDPJLDWtFKFӵFYjRTXiWUuQKWUDRÿәLGӏFKYө, WҥRUDFiFNӃWTXҧFKҩWOѭӧQJGӏFKYөWӕW VӁWҥRUDFiFWUҧLQJKLӋPNKiFKKjQJWtFKFӵFNKiFKKjQJFyQKLӅXNtӭFWuQKFҧPWӕWÿҽSYjFҧPQKұQJLiWUӏQKұQÿѭӧF[ӭQJÿiQJÿiSӭQJYӟLPRQJÿӧLWӯÿyFKLSKӕLêÿӏQKKjQKYLNKiFKKjQJFy[XKѭӟQJJLӟLWKLӋXYjQyLWӕWYӅGӏFKYөFӫDQKjFXQJFҩSFNJQJQKѭJySSKҫQOjPFKRFXӝFVӕQJFӫDNKiFKKjQJYXLYҿKҥQKSK~FKѫQFKҩWOѭӧQJFXӝFÿѭӧFQkQJFDRYjFyêQJKƭD

0{KuQKQJKLrQFӭXÿѭӧFÿӅ[XҩWQKѭKuQKErQGѭӟL

Hình 2 6 0{KuQKQJKLrQFͱXÿ͉[X̭W

0{KuQKQJKLrQFӭXÿѭӧFWәQJKӧSGӵDWUrQFiFOêWKX\ӃWYjP{KuQKQJKLrQFӭXÿmÿѭӧFWUuQKEj\ӣWUrQ&өWKӇP{KuQKÿѭӧFWtFKKӧSWӯP{KuQK

(1) MӕLTXDQWUDRÿәL[mKӝLFӫDNKiFKKjQJFӫD<LYj*RQJ WiFÿӝQJFӫDFiFWKjQKSKҫQWUDRÿәL[mKӝLÿӃn hành vi tham gia ÿӗQJWҥRVLQK FӫDNKiFKKjQJYӟL WәFKӭF

 1JKLrQFӭX7ӵWLQQăQJOӵFEҧQWKkQQLӅPWLQYjOӧLtFKÿѭӧFFҧPQKұQWURQJÿӗQJWҥRVLQKJLiWUӏEӣLQJѭӡLWLrXGQJFӫDQKyPWiFJLҧ+HOHQD$lves, Emerson Wagner Mainardes (2017 WiFÿӝQJFӫD7ӵWLQYjRQăQJOӵFEҧQWKkQÿӃQTXiWUuQKÿӗQJWҥRVLQK

 1JRjLKDL\ӃXWӕYӅ7UDRÿәL[mKӝLYj1KұQWKӭF[mKӝLQJKLrQYӅQKұQWKӭFYjFҧPQKұQFKӫTXDQFӫDNKiFKKjQJWiFJLҧÿӅ[XҩWWKrPPӝW\ӃXWӕ ÿӇÿiQKJLiNKiFKTXDQKѫQÿyOj\ӃXWӕ7tQK[iFWKӵFFӫDWKѭѫQJKLӋXWiFÿӝQJÿӃQKjQKYLÿӗQJsinh

 1JKLrQFӭX1әOӵFFӫDNKiFKKjQJWURQJFiFKRҥWÿӝQJÿӗQJWҥRVLQKJLiWUӏ

&ҧLWKLӋQ FKҩWOѭӧQJFXӝFVӕQJYjêÿӏQKKjQKYLFӫDNKiFKKjQJFKăPVyFVӭFNKӓHFӫDJillian C Sweeney, Tracey S Danaher, Janet R McColl-Kennedy (2015) và

*ODOODQYjFӝQJVӵ WiFÿӝQJFӫDhành vi tham gia khách hàng ÿӃQ&KҩWOѭӧQJGӏFKYө6ӵWUX\ӅQPLӋQJ Yj&KҩWOѭӧQJFXӝFVӕQJĈӗQJWKӡLWiFJLҧFNJQJPXӕQNLӇPWUDVӵWiFÿӝQJFӫDFKҩWOѭӧQJGӏFKYөOrQFKҩWOѭӧQJFXӝFVӕQJYjVӵWUX\ӅQPLӋQJ

2.3.2 &iFJLҧWKX\ӃWQJKLrQFӭX

7әQJKӧSFiFJLҧWKLӃWFKRP{KuQKQJKLrQFӭX

H1 7UDRÿ͝L[mK͡L FyWiFÿӝQJGѭѫQJOrQhành vi tham gia FӫDNKiFKKjQJ

H2 7͹WLQYjRQăQJO͹FE̫QWKkQ FyWiFÿӝQJGѭѫQJOrQhành vi tham gia FӫDNKiFK

JLDYjRTXiWUuQKGӏFKYөKD\OjWKӵFKLӋQFiFhành vi tham gia ÿ͛QJW̩RVLQK FӫD

KD\WKӵFKLӋQFDPNӃWYjRFiFKRҥWÿӝQJWѭѫQJӭQJYӟL QăQJOӵFÿy%DQGXUD1997)

0һWNKiFW͹WLQYjRQăQJO͹FE̫QWKkQ WKѭӡQJOҥLFNJQJWKDPFKLӃXÿӃQNKҧQăQJ

PjPӝWFiQKkQWKDPJLDFiFKRҥWÿӝQJWѭѫQJӭQJYӟLQăQJOӵFÿyKRһFQKҩQPҥQKKѫQNKҧQăQJFiQKkQÿyNKӣL[ѭӟQJPӝWKjQKYLQKҩWÿӏQKYjGjQKQӛOӵFEӅQEӍWLӃSWKHRÿӇWKӵFKLӋQKjQKYLGFyJһSWUӣQJҥLQKҩW ÿӏQK%DQGXUD 

*ҫQÿk\$OYHV 0DLQDUGHV