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10 (2) 2015

Có tiền vẫn chưa đủ: vai trò của sự tham gia của khách hàng trong quá trình đồng tạo sinh dịch vụ và cảm nhận giá trị. Một nghiên cứu trong ngành đào tạo đại học


Tác giả - Nơi làm việc:
Mai Thị Mỹ Quyên - Trường Đại học Bách Khoa - Đại học quốc Gia TP.HCM , Việt Nam
Lê Nguyễn Hậu - Trường Đại học Bách Khoa - Đại học quốc Gia TP.HCM , Việt Nam
Tác giả liên hệ, Email: Mai Thị Mỹ Quyên - kim.npt@ou.edu.vn

Tóm tắt
Trong một số ngành dịch vụ mà sự tham gia của khách hàng là bắt buộc, khách hàng nhất thiết phải sử dụng thêm các nguồn lực phi tiền tệ để cùng tạo ra dịch vụ với nhà cung cấp. Nghiên cứu này tìm hiểu ảnh hưởng của các hành vi tham gia của khách hàng đến các dạng giá trị cảm nhận đối với dịch vụ trong bối cảnh dịch vụ đào tạo đại học. Kết quả phân tích dữ liệu từ 320 sinh viên ở Tp.HCM cho thấy Hành vi trách nhiệm có ảnh hưởng tích cực đến cả giá trị quá trình lẫn giá trị kết quả. Trong khi đó, Hành vi chia sẻ thông tin chỉ có ảnh hưởng trực tiếp đến giá trị quá trình. Thêm vào đó, giá trị quá trình có ảnh hưởng mạnh đến giá trị kết quả. Từ kết quả này, các hàm ý về lý thuyết đồng tạo sinh giá trị dịch vụ và hàm ý ứng dụng đã được thảo luận.

Từ khóa
Sự tham gia của khách hàng; chia sẻ thông tin; giá trị kết quả; giá trị quá trình; hành vi trách nhiệm

Toàn văn:
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Tài liệu tham khảo

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