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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.

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