Impact of customer co creation behaviors on crowd local delivery service quality master’s thesis vietnam national university hanoi

/ VIETNAM NATIONAL UNIVERSITY, HANOI VIETNAM JAPAN UNIVERSITY VU LE HUY IMPACT OF CUSTOMER CO-CREATION BEHAVIORS ON CROWD LOCAL DELIVERY SERVICE QUALITY MASTER’S THESIS BUSINESS ADMINISTRATION Hanoi, 2019 VIETNAM NATIONAL UNIVERSITY, HANOI VIETNAM JAPAN UNIVERSITY VU LE HUY IMPACT OF CUSTOMER CO-CREATION BEHAVIORS ON CROWD LOCAL DELIVERY SERVICE QUALITY MAJOR: BUSINESS ADMINISTRATION CODE: 60340102 RESEARCH SUPERVISORS: ASSOC PROF DR VU ANH DUNG PROF DR YOSHIKI MATSUI Hanoi, 2019 ACKNOWLEDGEMENT Firstly, I would like to show my profound gratitude towards Associate Professor Vu Anh Dung and Professor Yoshi Matsui for your kind and careful guidance over my master thesis In class, you are both wonderful teachers of the course of international business and operation management To Associate Professor Vu Anh Dung, thank you very much for your suggestion of value co-creation, it is an interesting and attractive research topic that I hardly know about it before Without your recommendation, I obviously lost the chance to learn about this key concept of modern marketing To Professor Matsui, I enjoy my time in your seminar very much Thank to your precious suggestion and interesting arguments that help me to know more about survey-based empirical research that I almost know nothing about it previously From bottom of my heart, I really want to apologize to you for my not very good thesis that deserve your supports Secondly, I would like to thank VJU and YNU professors, students and staffs to help me to have unforgettable two years Especially my beloved MBA2, you guys are so interesting and fun I am happy to have chance to know you all Finally, I would like to thank Ms Huyen (aka Huong or vice versa) You have done a wonderful job that takes care all of our MBA2 students I wish you had best success and happiness with your family and your career TABLE OF CONTENTS LIST OF TABLES i LIST OF FIGURES iii LIST OF ABBREVIATIONS iv CHAPTER INTRODUCTION .1 1.1 Necessity of the thesis 1.2 Research objectives 1.3 Research questions 1.4 Research scope 1.5 Structure of the research CHAPTER LITERATURE REVIEW 2.1 Overview of value co-creation 2.2 Dimensions of customer co-creation behavior 2.3 Crowd logistics and crowd local delivery service 18 2.4 Logistics service quality .22 2.5 Research gap 25 CHAPTER RESEARCH MODEL AND METHODOLOGY .27 3.1 Dimensions of customer value co-creation behavior in crowd local food delivery service .27 3.1.1 Service delivery process of crowd local food delivery 27 3.1.2 Analyzing dimensions of customer co-creation behavior .29 3.2 Conceptual model and hypotheses development 30 3.2.1 Responsible behavior and quality of crowd local food delivery service 31 3.2.2 Feedback and quality of crowd local food delivery service 31 3.2.3 Advocacy and quality of crowd local food delivery service 32 3.2.4 Tolerance and quality of crowd local food delivery service 32 3.3 Measure items development 32 3.4 Research method 35 CHAPTER DATA ANALYSIS AND FINDINGS 36 4.1 Data collection and demographic results .36 4.2 Reliability test 38 4.2.1 Reliability analysis of Responsible behavior 38 4.2.2 Reliability analysis of Feedback .39 4.2.3 Reliability analysis of Tolerance 40 4.2.4 Reliability analysis of Advocacy 41 4.2.5 Reliability analysis of Quality .42 4.3 Factor analysis 43 4.4 Correlation test .45 4.5 Regression 46 4.6 Findings and implications 47 CHAPTER CONCLUSION 49 5.1 Contributions 49 5.1.1 Academic contribution 49 5.1.2 Practical contribution 49 5.2 Limitations .49 5.3 Future research .50 REFERENCES 51 APPENDIXES 58 Appendix Survey form in both Vietnamese and English 58 Appendix Question items on customer co-creation behavior (Yi & Gong, 2013) .62 Appendix Question items on service quality (Stank et al., 2003) .63 LIST OF TABLES Table 2.1 Comparison between business logistics and crowd logistics (Carbone et al., 2017) 20 Table 2.2 Characteristics of local delivery service (Carbone et al., 2017) .22 Table 2.3 Dimensions of SERVQUAL (Parasuraman et al., 1988) 24 Table 3.1 Questions of co-creation behavior 33 Table 3.2 Questions of local delivery service quality .34 Table 4.1 Gender of respondents (Processed by SPSS 24) .36 Table 4.2 Age distribution of respondents (Processed by SPSS 24) .37 Table 4.3 Education level of respondents (Processed by SPSS 24) 37 Table 4.4 Living location of respondents (Processed by SPSS 24) 37 Table 4.5 Most frequently used service (Processed by SPSS 24) 38 Table 4.6 Testing reliability of Responsible behavior (Processed by SPSS 24) .38 Table 4.7 Testing reliability of Feedback (Processed by SPSS 24) 39 Table 4.8 Re-testing reliability of Feedback (Processed by SPSS 24) .39 Table 4.9 Re-testing reliability of Feedback (Processed by SPSS 24) .40 Table 4.10 Testing reliability of Tolerance (Processed by SPSS 24) .40 Table 4.11 Re-testing reliability of Tolerance (Processed by SPSS 24) 41 Table 4.12 Testing reliability of Advocacy (Processed by SPSS 24) .41 Table 4.13 Re-testing reliability of Advocacy (Processed by SPSS 24) 42 i Table 4.14 Testing reliability of Quality (Processed by SPSS 24) 42 Table 4.15 Re-testing reliability of Quality (Processed by SPSS 24) .43 Table 4.16 KMO and Bartlett's test (Processed by SPSS 24) 43 Table 4.17 EFA rotated component matrix (Processed by SPSS 24) .44 Table 4.18 Correlations (Processed by SPSS 24) 46 Table 4.19 Regression model summary (Processed by SPSS 24) 46 Table 4.20 Regression coefficients (Processed by SPSS 24) 47 ii LIST OF FIGURES Figure 2.1 Spheres of value co-creation (Grönroos & Voima, 2013) Figure 2.2 Constituent parts of value co-creation (Saarijärvi et al., 2013) Figure 2.3 Third-order factor model with CFA results (Yi & Gong, 2013) 11 Figure 2.4 Antecedents and dimensions of value co-creation (Neghina et al., 2015) 13 Figure 2.5 Dimensions of co-creation activities in three phases of service provision (Tommasetti et al., 2017) 16 Figure 2.6 Dismantling value co-creation in crowd logistics (Carbone et al., 2017) 21 Figure 2.7 Conceptual model of e-LSQ (Rao et al., 2011) .25 Figure 3.1 Crowd local food delivery process 28 Figure 3.2 Conceptual model 31 iii LIST OF ABBREVIATIONS SDL Service-Dominant Logic LSQ Logistics service quality e-LSQ Electronic logistics service quality PDS Physical distribution service PDSQ Physical distribution service quality SERVQUAL Service quality model SERVPERF Service performance model EFA Exploratory RB Responsible behavior FB Feedback TO Tolerance AD Advocacy iv CHAPTER CONCLUSION 5.1 Contributions 5.1.1 Academic contribution This research succeeds validating scale for customer co-creation behavior in a new and specific service model While the previous researches on this topic are mostly conceptual or just general model among various kind of services The research also contribute significantly to understanding of crowd local delivery service in terms of relevant dimensions of customer co-creation behavior and service quality The researches on this kind of crowd logistics service are still very limited Traditional service quality models in B2B and B2C in bricks and mortar business not fit this service well with service counter is more on the digital and virtual world 5.1.2 Practical contribution The scales of customer co-creation behavior and service quality of the crowd local food delivery are not just useful for academic researchers but also very important for practical business Based on these scales, businesses could evaluate customer co-creation behavior and the service quality They could understand weakness and strengths of customer co-creation behavior in their crowd local food delivery business They also could focus on improving co-creation behavior of customer in terms of voluntary aspects rather than in-role perspectives 5.2 Limitations The focus is on the crowd local delivery service; however, the research has just attempted to deal with one type of it – the food delivery Even the two share similar characteristics, the differences in service delivery process may lead to different relevant dimensions of customer co-creation behavior 49 The respondents are almost living in Haiphong city in which there could be many different service contexts in comparison with much larger city such as Hanoi or Ho Chi Minh City The respondents answer both question items of independent and dependent variable This is another limitation of the research as it could lead to common bias 5.3 Future research Based on the findings of this research, further studies could be implemented in regards to all involved co-creators instead of only customer Both researches on local parcel delivery and food delivery could explore more influenced factors and possible moderators More possible consequences of value co-creation should be investigated, too From the verified observed variables of the service quality, a more dedicated research on dimensions of service quality for the new kind of services should be considered 50 REFERENCES Ahn, 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Have a good time!!! Bạn có sử dụng dịch vụ giao đồ ăn theo mơ hình đám đơng tương tự NOW (Foody), GrabFood hay Go Food không? Do you use crowd local food delivery service such as NOW (Foody), GrabFood or Go Food?  Có [chuyển tiếp tới câu hỏi tiếp theo] (Yes – shifting to the next questions)  Không [kết thúc khảo sát] (No – end of survey) Bạn vui lịng cung cấp thơng tin chung sau Please providing the following general information about yourself Giới tính (Gender): 58  Nam (Male)  Nữ (Female) Độ tuổi (Age):      Dưới 18 (Below 18) 18 – 25 26 – 35 36 – 45 Trên 45 (More than 45) Trình độ học vấn bạn (Your current education level):     Sau đại học (Post-graduate) Tốt nghiệp đại học, cao đẳng (Graduate) Tốt nghiệp cấp (Undergraduate) Chưa tốt nghiệp cấp (Under high school) Bạn (Your employment status):  Pupil  University/college student  Working Bạn sống (Your current living location):     Hà Nội (Hanoi) TP Hồ Chí Minh (Ho Chi Minh city) Hải Phịng (Haiphong city) Khác (Other) Dịch vụ giao đồ ăn theo mơ hình đám đông mà bạn sử dụng thường xuyên (Your most frequent used crowd local food delivery):     NOW, Foody GrabFood Go-Food Khác (Other) Bạn vui lòng cho biết mức độ tán đồng với nhận định sau liên quan tới việc bạn sử dụng dịch vụ giao đồ ăn , 1= Hồn tồn KHƠNG đồng ý, 5= Hoàn toàn đồng ý Please, providing your level of agreement on the following statement regarding to your use of crowd local food delivery service 1= Totally disagree, 5= Totally agree 59 10 11 12 13 14 15 16 17 18 19 20 21 22 Bạn cung cấp xác địa điểm giao hàng You provide accurate delivery address Bạn mô tả đầy đủ yêu cầu đặt hàng You provide sufficient order information Bạn cung cấp thông tin cần thiết để người giao hàng đến nơi giao hàng You provide appropriate information for shipper to deliver to the right place Bạn trả lời tất câu hỏi người giao hàng họ hỏi yêu cầu giao hàng You answer all order-related questions Bạn thu xếp để nhận hàng hẹn You manage to be available at the delivered location on time Bạn để ý tới điện thoại để nhận gọi người giao hàng You pay attention to the mobilephone in order to receive the shipper's call Đối với bạn, việc nhận hàng hẹn quan trọng Arriving at the receiving place on time is important to your Bạn không hủy đơn hàng người giao hàng lấy đơn hàng bạn đặt You not cancel order when shipper is leaving for it Tốc độ giao hàng nhanh chóng Shipping time is fast Đơn hàng giao hẹn Order is delivered on time Đơn hàng giao tình trạng tốt Order is delivered in good conditions Món ăn/uống giao xác theo đơn hàng Order is fulfilled correctly Người giao hàng có thái độ lịch Shipper is polite Người giao hàng có phương tiện bảo quản hàng giao phù hợp Shipper has proper equipment to preserve food/drinks Sử dụng dịch vụ giúp bạn tiết kiệm chi phí Using this service helps you to save money Ứng dụng giao đồ ăn hoạt động trơn tru Apps run smoothly Món ăn/uống bạn đặt phong phú Order choices are abundant Bạn thông báo lại vấn đề gặp phải trình sử dụng dịch vụ You inform issues during using service Bạn cho việc đánh giá (rating) người giao hàng cần thiết Rating shipper is important to you Bạn thực đánh giá người giao hàng lần sử dụng dịch vụ You rating each time using service Khi bạn nhận dịch vụ tốt từ người giao hàng, bạn đánh giá (rating) cao để khen ngợi họ You rating to complement good service of shipper Bạn chờ thêm người giao hàng đến muộn dự kiến 60 23 24 25 26 27 28 29 You are patient when shipper is late Nếu người giao hàng đến nhầm địa điểm, bạn chờ họ giao lại If shipper goes to wrong place, you wait for rerouting Bạn sẵn lịng bỏ qua sai sót người giao hàng You are willing to forgive shipper's mistakes Bạn cho việc người giao hàng mắc sai sót bình thường You suppose that shipper's mistake is ordinary Bạn nhận xét tốt dịch vụ giao đồ ăn bạn sử dụng trước người khác You review positively about the service to others Bạn giới thiệu dịch vụ giao đồ ăn tới người khác You recommend this service to others Bạn khuyến khích người sử dụng dịch vụ giao đồ ăn You encourage others using this service Bạn rủ người khác đặt đơn hàng chung You invite others to share order 61 Appendix Question items on customer co-creation behavior (Yi & Gong, 2013) 62 Appendix Question items on service quality (Stank et al., 2003) 63 ... the intersection of the offer and the consumer, value is created and determined by the consumer in the consumption process The second component of value co- creation is co- production that refers.. .VIETNAM NATIONAL UNIVERSITY, HANOI VIETNAM JAPAN UNIVERSITY VU LE HUY IMPACT OF CUSTOMER CO- CREATION BEHAVIORS ON CROWD LOCAL DELIVERY SERVICE QUALITY MAJOR: BUSINESS ADMINISTRATION CODE:... relationship between level of customer value co- creation behavior and service quality of crowd local delivery 1.3 Research questions “Which dimensions of customer co- creation behavior have impact on