Thesis for the Degree of Doctor
The Influences of Perceived Value and Brand Experience on Customer
Engagement
-Focusing on customers of restaurant in Nha Trang, Vietnam-
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Department of Business Administration
Trang 3Thesis for the Degree of Doctor
The Influences of Perceived Value and Brand Experience on Customer
Engagement
-Focusing on customers of restaurant in Nha Trang, Vietnam-
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Department of Business Administration Graduate School of Soongsil University
Trang 4Thesis for the Degree of Doctor
The Influences of Perceived Value and Brand Experience on Customer
Engagement
A thesis supervisor : Gi-Du Kang
Thesis submitted in partial fulfillment of the requirements for the Degree of Doctor Ngo Hai Quynh
June, 2019
Department of Business Administration Graduate School of Soongsil University
Trang 5To approve the submitted thesis for the Degree of Doctor by Ngo Hai Quynh
Thesis Committee Chair Member Member Member Member oN ru = ¡9 ole lot June, 2019 (signature) (signature) (signature) (signature) (signature)
Trang 6ACKNOWLEDGEMENT
There are many a lot of people who helped me complete this dissertation, and I am really grateful to them
First, I would to express my deepest gratitude for my parents who has provided me with the opportunity, knowledge and strength
I would also like to manifest my sincere appreciation for my advior,
professor Gi-Du, Kang for his thoughtful help, inspiration, encouragement, and
valuable advises through completing my thesis His guidance supported me in all times when I write this thesis Further his emphasis on writings helped me become a good writer
Also, I would like to thank to the other professors of marketing departments: Professor Kun-Bae Kim, Professor Sung-Ho Ahn, Professor Hong-Sik Cheon I am
grateful for your comments and encouragement
I would like to thank to Ministry of Information and Communications of
Viet Nam, government of Korea and Korea — Vietnam Friendship Information Technology College that have facilitated sufficient conditions for my studying process
I would like to express my thankfulness to my family for the love and endless support
Trang 7TABLE OF CONTENTS 5š (00005) 601010157 vii n5) \(000)8.49) 42.00111575 Vill 0P.) 49.0000 09.490)0)0 09/90) 1o 1 1.1 Background) qu — 1 Noo ,.ƠỎ 4 1.3 St :1i0(09)ì13009- N5 ,HĂHH 15
"A Š ơa .aầaắa.-.-:- , 16
CHAPTER 2 LITERATURE REVIEW .000000o ooooccccccccccccccesseeceseeeesneesensees 18
2.1 J8124394519) 000227 H,àÀ) ,.,ĨƠịỎ 18
2.2 Customer engagemẹ[ - - + + ss +13 3313 S813 18111 1811 1 ng re 33
2.2.1 Customer engagemenf conc€pfS - - 5 + + +ss + esseeersseeerss 33
2.2.2 Dimension of customer engagermei - +2 + sex s se ezzzeezzz 35
„hội 0 ác in 6A 45
2.2.4 Studies of customer enøagemei( << + ss + se crseeeree 53
2.3 (v20 /.0À G00 NA 65
" WW:co.o ch s HẬHậH, Ơ 72
2.5 I0 i-àl§:10.- 10 1011157 HẬHẬH ƠỎ 79
Trang 82.7 § 010660180 89
2.7.1 The moderating effect of ø€nd€r «+ se sec seezeeezzeezee 89
2.7.2 The moderating effect of Incorme - << + +< s*+ss + +£seszsx2 95
2.7.3 The moderating effect ofrestauranf type . -<-<<=<<<<s 96
CHAPTER 3 RESEARCH METHODOLOGY 5à 22c cscceeeeees 98
3.1 SG 406192120 98
3.2 ` o0 ae 101
3.2.1 Data collection and sample composifion À. «se se se se=esse=zs 103
3.2.2 Measurement tools and analysis methods . - «+ +< ss++<ss<ss 105
0); 40.45.490.100 11 131
4.1 Refinement of measurement †0§ + + + 52+ + # +22 ££*#£zzeezzeezzs 131
4.1.1 Central tendency and variability measures of variables 131
4.1.2 Calculation of coefficlent alpha . - 255225 <*++s++<veezseezeeee 133
GP NH do AH|]|]||ỎỎ:Õ 144
42 Results of the fit and hypothesis test of the study model 161
4.2.1 Path amalysis.o ƠỎ 161
4.2.2 Verification of mediating effects of CE - 5+ ++< << e<sssc+ 166
4.2.3 Verification ofmoderating eff€ct 2< ss+++< se seeeezxeece 170
CHAPTER 5 CONCLUSION AND SUGGESTION À . 27 S-ccssccSe 178
5.1 00:01 ` ga 178
Trang 95.3 lắc vaix21810010i1211100 022 a .-©:12552))) ƠỎ
5.4 Limitation and future research ccccccccccccccsceseesecseesesseseeeseeseeees
Trang 10LIST OF TABLES
[Table 2-1] Engagement conceptualizafion -++++++++++**s‡ses>s>ẻ 20 [Table 2-2] Customer Engagement Dimension 37
[Table 2-3] Extracted variables for customer engagemen[- - - - - - 59 [Table 3-1] Demographic characteristic of respondents - 104 [Table 3-2] Operational definition of variable and composition of measurement tool
109
[Table 3-3 | Percerved value measurermnent 1€ - - - - - - + eŸŸ«« 111
[Table 3-4] Customer engagement measurement 1f€§ - - - - - - 114 [Table 3-5] Customer loyalty measurement Ifes - +ŸŸcŸs- 116
[Table 3-6] Brand experience measurement I†ems - - - - - - 118
[Table 3-7| Customer satisfaction measuremernf 1f€e1ms - - - - - - - - - - - - - - - 120
[Table 3-8] Model Fit Indices +- 222222 #2‡#héénhrnrrerreerrerrre 126
[Table 4-1 | Descriptive Analysis ŠSummary -:: -**+‡+*cŸc sec 132
[Table 4-2] Initial internal consistency of scaÏÌe Ÿ- << 135
[Table 4-3] Revised Internal Consistency ++++++*+++++++**setss: 139
[Table 4-4] Summary of internal consistency test -++-+ teeter etre 143
[Table 4-5] Results of EFA for the domain of Perceived valÌue - 145 [Table 4-6] Results of EFA for the domain of brand experIence - - - - - - - - 146 [Table 4-7] Results of EFA for the domain of customer engagement 147 [Table 4-8] Results of EFA for the domaIn of customer Loyalty - 149
Trang 11-IV-[Table 4-9] Fit Indices for initial Model (54 Items) -Ÿ-+Ÿ-s- 152 [Table 4-10] Results of reliability tests and discriminant validity 156
[Table 4-11] Summary of the purified 1tems for each consfrucf- 158
[Table 4-12] CFA results of measurement model - - - - - - - - - - - - - 159
[Table 4-13] Correlation (standard erTOT) -+*+++++++**‡tehtenrss+seeeeee 160 [Table 4-14] Path Analysis Results ++++++$‡tnhhsssnhhhhheeeettree 163
[Table 4-15] Mediating effect of CE: *‡‡‡ se $ nén nen hen eeee 168
[Table 4-16]Chi-square Difference Test for gender +-+ ++++ +++ etter teeter 172
[Table 4-17] Chi-square Difference Test for restauranf fype 174 [Table 4-18] Restaurant type Hypothes1s ComparIsOn - 176
Trang 12“V-LIST OF FIGURES
[Figure 3-1]: Conceptual framework đa 99 [Figure 4-1] Confirmatory Factor Analysis 0 ccccccecccccesesesseesseeesecesseeeseceees 151
Trang 13-ABSTRACT
The Influences of Perceived Value and Brand
Experience on Customer Engagement
-Focusing on customers of the restaurant in Nha Trang, Vietnam-
Ngo Hai Quynh Department of Marketing Graduate School of Soongsil University
The current study attempted to address the role of CE in relation to other psychological constructs upon the literature reviews Empirical study investing on the customers of the restaurant in Nha Trang, Vietnam indicated that the proposed constructs have significant and positive relationships with each other as hypothesized, except for the relationship with customer satisfaction Further, the focal construct of CE is shown to mediate the relationship among other constructs It was also found the type of restaurant patronized could be working as a moderator for the proposed structure in the current study In so doing, the current research was able to provide an in-depth understanding CE in the catering service industry; and contributed to extending the nomological network extension of CE in the service
research
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