MOT SO TIEN TO VA HAU TO
CUA HANH VI THAM GIA CUA KHACH HANG
Nguyin M^nh liiSn Btfi hoc Back Khoa Thdnh phd Hd Chi Minh
Email: n.m.tuan@ficmut.edu.vn Hu^Tih Thj Minh ChSu Dgi hoc Bdch Khoa Thdnh pho Ho Chi Minh Ngaynhan: 15/12/2016
Ngay nhan ban sua: WillOn NgAy duyet dang: 25/4/2017
Tom tSt:
Su tham gia cua khdch hdng hi^n Id chu de duac quan tdm cua link vuc dfch vu. Dudi gdc do ngudn Itfc xd hdi, bdi viet ndy xem xet muc dd tdc dgng cua cdc tien td Id von xa hoi vd trao ddi xa hdi len hdnh vi tham gia cua khdch hdng vd tie do len stf hdi Idng, truyen miing tich cue vd gid tri khdch hdng. Phdn tich cdu true tuyen tinh du^c thifc hi^n a dich vu dao tao vdi 258 mdu du lieu hoc -vien tren dia bdn Tp.HCM dd dng hg 8 tren tdng sd 10 gid thuyet nghien cicu de nghi.
Kit qud cho thdy hai thdnh phdn vdn nhg.n thuc vd vdn quan hi (cua tiin to von xd hgi) vd hai thdnh phdn cdm nhdn hd trg tit nhdn vien giao dich vd cdm nhdn hd trg tit khdch hdng (cda tien to trao ddi xd hdi) cd tdc dgng thuan chieu len hdnh vi tham gia vd cd hai tien td ndy cd the gidi thich den 68.8% biin thien cua hdnh vi tham gia.
TJr kh6a: hanh vi tham gia ciia khach hang; von xa hpi; trao doi xa hpi; gia tri khach hang; giao due.
Some antecedents and outcomes of customer participation Abstract:
Customer participation is an emerging topic in service research. From the view of social resources, this paper examines the structural model of customer participation in which social capital and social exchange act as its determinants and customer value, satisfaction and positive word-of-mouth as its outcomes. A survey study with SEM analysis of 258 consumers in Hochiminh city education services shows 8 out of 10 hypotheses empirically supported.
The findings confirm that both cognitive capital and relational capital (from social capital) and both perceived employee support and perceived customer support (from social exchange) have positive impact on customer participation and these two antecedents account for 68.8%
variance of customer participation.
Keywords: Customer participation; social capital: social exchange: customer value: education.
1. Gioi thi^u
Hdnh vi tham gia ciia khach hang, chu de ngay eang dirge chii y trong nghien ciiu lln thuc hanh quan tri, hien dugc coi la mot phuang thiic ca ban cho to ehiic tsio ra lai the canh tranh (Bettencourt &
cgng su, 2014). Si; tham gia cua khach hang vao qua trinh cung ling dich vu cua nha cung cap viia doi hoi
cac nguon lire tii phia khach hang (Bettencourt &
cgng sir, 2014) vira phai dua tren ca sa danh gia giira Igi ich nhan duge va dong gop tuang ling ciia ho cho nha eung cSp (Etgar, 2008). Ngoai ra, Mustak
& eong su (2013) trong mgt t6ng thuyit ly thuy€t glin day da chi ra rang, mac dii su tham gia ciia khach hang nham tao ra k6t qua dich vu la quan trgng, hay con tuang d6i it cac nghien ciiu thuc nghiem v6 m6i
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kinh y*lial trien
quan he giiia hanh vi tham gia ciia khach hang va gii trj kSt qua ciia qua trinh dich vu.
Noi each khac, co ba cau hoi tnmg tam dugc nh|n di$n: (i) nhiing ngu6n lijtc co </ nghia nao ciia khach hang e6 thi gay anh hirang ISn qua trinh dich vy (Bettencourt & cOng sy, 2014); (ii) nhiing di6u kiSn hay danh ddi nao ma khach hang cSn can nhac cho vi$c tham gia ciia hg vao qua trinh dich vy (Etgar, 2008), va (iii) miic dg anh hudng cua hanh vi tiiam gia cua khach hang len gia tri h^i nghi?m dich vy cua hg (Mustak & c6ng su, 2013).
D6i v6i m6i tiuang kinh doanh hi?n dai, chuOi gii tri truyen th6ng thucmg dugc thay the bang cac m ^ g gia tri c6 dac diem la: (i) hgp thanh boi nhieu t^c nhan nhu cac nha cung ckp, cac ngucri tieu thu, eac khach h ^ g ti6m nang va ca cac ben \\%n quan khac {Ostrom, 2015) va (ii) c6 ca sa tren cac mang xa hgi vcri cac ha ting cong nghe va truyen thong xa hgi m^nh (Lusch & cgng svr, 2010). Theo do, khach hang dugc quan niem nhu la eac tac nhan xa hgi (social actors) trong khi tham gia vao qua trinh dich vu v6n di co ban chit la kit mang (networked) (Vargo & Lusch, 2008) va la su tich hgp cac nguon Ii;c (Hilton, 2012) ma noi bat hon ca la cac nguon l\rc chu dgng, phi vat ly (operant resources) cua khach hang (Vargo & Lusch, 2004).
Dua tren quan diem ket mang va xa hgi ciia qua trinh dich vy vua neu, bai viet nay se tap tnmg vao ba khia canh ngi dung sau: (i) nhan dien cac nguon lye xa hgi pho bien tir phia khach hang co the din den sy tham gia cua ho vao qua trinh dich vu; (ii) quan he danh doi (Igi ich-chi phi) ve matxd hgi can dugc xem xet nhu la dieu kien cho viee tham gia ciia khach hang; va (iii) ket qua ciia su tham gia cua khach hang vao qua trinh dich vu can dugc danh gia theo nhieu khia canh tir cam nhan, thai do ddn hanh vi trai nghiem ciia ho.
Boi eanh nghien ciiu dugc chpn la ITnh vuc djch vu giao due, mot ITnh vyc ma sy tham gia ciia khach hang la quyet dinh den qua trinh phat tri^n va cung ling dich vu (Fitzsimmons & cong su, 2014). Y nghia chinh a day la cac dang quan he xa hpi (tiic nguon lye xa hpi) ciia khach hang (hpc vien) cimg vai cac dang ho trg tir nha cung cip (trudng hgc), nhan vien giao dich (giang vien) va khach hang khac (hpc vien khac) (tiic trao d6i xa hpi) cin ciing dugc khai thac de thiic day khach hang (hpc vien) tich eye tham gia vao qua trinh dich vu (hgc tap) nhim c6 kk qua gia tn cao nhat cho hp.
Noi dung tiep theo ciia bai vigt la ve ca so ly
thuydt, md hinh nghign ciiu, phuong phdp thuc hi?n, ket qua va fliSo l u ^ kSt quS nghien ciiu, cung cac ham f ve ly thuySt va quin tri.
2. Cff sff ly thuylt vk mo hinh oghiSn cihi 2.1. Hdnh vitham gia cua khdch hdng (customer participation)
Hank vi tham gia cua khdch hang co the dugc xem 1^ CO ba quan ni?m chinh (Mustak & c6ng sy, 2013): (i) sy can dy hay dong gop vh lao dgng ciia kliach hang vao trong he thdng san xuat dich vy;
(ii) su dong gop cua Idiach hang dudi dang ngudn lyc hay hanh vi v^o qua trinh dich vu lam fliay ddi dich vu kdt qua, va (iii) su ddng gdp cua khach hang truac, trong va sau khi su dyng de hinh thanh cac ngudn lye va thdng qua do tao ra cdc gia tri dich vu.
Ngoai ra, Mustak & cdng sy (2013) cOng chi ro la ba huang quan ni^m nay the hien sy tien hoa tang din cua khdi niem hdnh vi tham gia ciia khdch hang, va theo do, quan ni?m thii ba hi?n dang dugc chii y ngay cang nhiSu ddi vdi cdc nghien curu hien dai ve dich vu.
2.2. Vdn xd hgi (social capital) vd hdnh vi tham gia
Von xd hdi dugc dinh nghTa la tdng hgp cdc ngudn lye thyc t& lln ti6m nang xuit phdt tir cac mdi quan he cua cd nhan hay td chiic (Nahapiet & Ghoshal, 1998). Theo do, vdn xd hdi thudng dugc xem la gom ba khia canh: cdu tnic, nhgn thirc va quan hi. Vdn cdu true la md hinh tdng the cua cdc ket ndi giiia cac ca nhan, dugc tao ra bdi cau tnic ciia cdc mang xa hpi cung tap hgp tucmg tac tuang ling, bao gom ca cdc vi tri va tan suat giao tiep giiia hg. Vdn nhdn thuc la nhiing ngudn lyc cho phep dien giai va chia se giUa cdc ben lien quan. Vdn quan he lien quan den tai san duac tao ra va thiia hudng thdng qua cde moi quan he xa hdi, bao gdm ca niem tin va gan ket trong cac mdi tuong tac (Nahapiet & Ghoshal, 1998).
Vdn cdu tnic vdi cdc bieu hien la cac lien ket co y nghTa giiia cdc ca the se tao ca hgi cho viec cdng tac va ket hgp vi Igi ich tuang hd cua cd nhan lan toan mang ludi cgng ddng (Putnam, 1995; Inkpen &
Tsang, 2005). Theo do, gia thuyet sau dugc de xuit:
Hla. Vdn cau tnic tac dgng duang len hanh vi tham gia.
Ngdn ngii chung (shared languages) va muc tieu chung (shared goals) la cac thupe tinh chinh cua vdn nhan thirc (Chow & Chan, 2008), cho phep cac ca nhan ket hgp hieu qua vi vira tranh giao tiSp nham lan vira cung cap ca hpi de chia se tai nguyen
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(Nahapiet & Ghoshal, 1998). Viec cd chung ngdn ngii va muc tieu nhu vay it nhidu d8u c6 the tao dieu kien cho cdc hoat dgng chung cua cgng ddng (Dyer
& Singh, 1998; Lang, 2004). Gia thuydt sau tii do dugc hmh thanh:
Hlb. Vdn nhan thiic tac dgng duong len hdnh vi tham gia.
Vdn quan ke md ta mdi quan he ca nhan, phd bien la niem tin vd su tdn trgng (Nahapiet & Ghoshal, 1998). Theo do, nigm tm cho phep hai ben quan tam Ian nhau vi Igi ich chimg, cdn su tdn trpng giiip hinh thanh mdi trudng dg cdc ben ciing tham gia vao cac hoat dgng tap the hudng ve muc tieu chung. Cdch khde, niem tin va su tdn trgng t^o di8u kien cho hanh vi phdi hgp trong cac quan he ddi tac (Dyer & Singh, 1998; Chow & Chan, 2008). Tir day gia thuydt sau dugc de nghi:
Hie. Vdn quan he tac ddng duong Ign hanh vi tham gia.
2.3. Trao doi xa hdi (social exchange) vd hdnh vi tham gia
Truemg phdi trao ddi xa hdi xem xet cdc hanh vi xa hgi nhu la cdc dang trao ddi ngudn luc hiru hinh hay vd hinh giiia it nhat hai ddi tdc (Cropanzano &
cgng su, 2005). Mat khdc, vi cung cap dich vu la mgt dang tuang tac xa hgi nen cd the van dung quan diem trao ddi xd hdi de ddnh gid hanh vi ciia khach hang (Bettencourt, 1997). Theo dd, khi thu hudng dich vu, khach hang nhat thiet phdi dem den lai ich ngugc lai eho nha cung cap. Khdc vai trao ddi kinh te, trao ddi xd hdi khien hai ben ap dung cae chuan muc de nhan nhugng va ddi xir uu dai lan nhau nham den ket qua ddi ben ciing cd Igi (Bettencourt, 1997).
Trong mdi trudng dich vy, Yi & Gong (2009) cho rang thudng cd ba dang trao doixd hdi (giiia td chiic va khach bang; giira nhan vien giao dieh va khdch hang; va giira khach hang vdi nhau) ling vdi ba dang ma khach hang cam nhan dugc su hd trg nhu sau,
Cdm nhdn hd trg tie Id chuc la mirc dd nhan thdc cua khdch hang rang edng ty da danh gia dugc vai trd cung nhu ddng gdp eiia hp trong toan bp qua trinh dich vu (Yi & Gong, 2009). Mirc dp ddnh gia tren se dan den cac hoat dpng ty nguyen, vuat ra ngoai khudn khd thdng thudng eiia khdch hang truygn flidng (Payne & cgng sy, 2008), va hudng den ddng gop cho qua trinh dich vu. Thg nen, gia thuyet sau dugc de nghj:
H2a. Cam nhan hd tro tir td chirc lac dpng duong len hanh vi tham gia.
Cdm nhdn hd trg tit nhdn vien giao dich la miic dg ma khdch hang danh gia cac hd trg tir nhan vien giao dich true tidp (Yi & Gong, 2009). Payne & cgng su (2008) cho ring vai trd cua nhan vien giao dich Mc nay se thay ddi - tir Idi cudn su chii y ciia khdch hang den ddi thoai vdi hg de hd trg hg trai nghi8m va tham chi giup hg thy hudng dich vu nhieu han niia. Cac hd trg nay tap trung vao viec truyen thdng
^ mgt chieu den tucmg hd, tii giii diing Idi hiia cung cap dich vu tin cay den dap ling kip thdi cac ySu cau dac bi?t ciia khach hang. Dieu nay dan den viec khdch hang duy tri quan he mang tinh tu nguyen vdi toan bg hoat dgng dich vu (Bettencourt & cgng su, 2014). Tir day, gia thuyet sau dugc dan ra:
H2b. Cam nhan hd trg tir nhan vien giao dich tac ddng duong len hanh vi tham gia.
Cdm nhdn hd tra tit khdch hdng la danh gia ve cac trg giiip tu cac khach hang khdc trong sudt qud trinh dich vu cita mpt khdch hang nhat dinh hay chinh Id cac hd trg xa hpi giiia cdc khach hang (Yi & Gong, 2009). Cae hd trg nay cd the bao gdm chia se kinh nghiem, eung cap thdng tin cho den trg giup cac hoat dpng thy hudng dich vu (Payne & cpng sy, 2008).
Day chinh Id mdt yeu td giiip day manh ddng gdp cua khdch hang vao qua trinh dich vy (Rosenbaum
& Massiah, 2007). Co sd do dan den gia thuyet sau:
H2c. Cam nhan hd trg tir khdch hang tac ddng duang len hanh vi tham gia.
2.4. Hdnh vi tham gia, gid tri khdch hdng, su hdi long vd truyen mieng
2.4 } . Gid tri khdch hdng (customer value) Gid tn khach hang dugc md ta nhu la danh gia tdng the ciia khach hang ve tien ich cua dich vy dua tien danh ddi giiia nhirng gi thy hudng va nhiing gi bd ra (Sanchez-Fernandez & cpng su, 2009). Vg do ludng, theo khuyen cao cila Sanchez-Fernandez &
cdng sy, bai viet nay dp dung quan niem gid tri khdch hdng tuong ddi toan dien cua Holbrook (1999) vdi hai thanh phan la gid tri tien dung va gid tri huang thu tucmg ting vdi hai gdc nhin nhan tiiiic va cam xiic Trong khi gid tri tiin dung gay ra bdi su danh gia duy ly ciia khach hang ve nhung Ipi ich (nhu tmli nang hay chat lugng) kem vdi nhiing by sinh (nhu chi tieu hay nd lyc bd ra), gid tri huang thu tham chieu den khia canh cam xiie cua trai nghiem dich vu.
Can day, Mustak & cdng su (2013) da bien luan rang gid tri khdch hdng la mpt ket qua quan trpng cua hdnh vi tham gia. va c6 the bao gom (i) viec thu
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hudng dich vy vol chit lugng kdt qud hay chi phi tdt han; (ii) ti-ai nghidm dich vu vdi cdc x^c cam vd nidm vui. Co sd nay din ddn cac gia thuydt sau:
H3a. Hanh vi tham gia tdc dgng duong len gid tri tien dung.
H3b. Hanh vi tham gia tac dgng duong len gid tri huang thu.
2.4.2. Su hdi Idng (satisfaction) vd truyen mieng tich cue (positive word-of-mouth)
Su hdi Idng cua khach hang v6 dich vu Id kdt qua true tilp cua viec trai nghiem ciia hg trong qud trinh dich vy dd (Kumar & cdng sy, 2013). Cd hai khai niem chung vd hai long: hai long cu the va hdi long tich luy: h-ong khi hai long cu th6 dua ra thdng tin chin dodn ey thg vd mdt dieh vu, thi hai long tich luy la mgt chi sd co ban hon eua hanh vi tieu thu trong qud khii, hien tai va tuong lai (Yang & Peterson, 2004; Lam & cgng su, 2004). Trong nghien cuu nay, su hdi Idng dugc quan niem la hai long tich luy ddi vdi dich vy va duac coi la dOng lyc chinh cua mdi quan he lau dai giiia khdch hang va nha cung cap (Kumar & cgng sy, 2013).
Truyen mi?ng la tdt ca cac dang truyen thdng phi chinh thtre tir mdt khach hang den cdc khdch hang khac ve cac dac tinh cua dieh vy, thucmg hieu hay nha cung cap (Barreda & cdng sy, 2015). Dieu dugc nhan manh d day la tam quan trong ciia khdch hang phan Idn nam d tac dgng len cdc khach hang khac chir khdng chi la cac hanh vi mua don le eiia chinh minh. Bai viet nay chi xem xet dang truyin mieng tich cue - do la viec khach hang dk nghi dich vu cd pham chat tdt cho khach hang khac hay cd nhan xet tdt ve chat luang dich vu dugc cung cap (Woisetschlager & cgng sy, 2008).
Hdnh vi tham gia, theo Mustak & cdng su (2013), con tao ra ket qua la gia tri cua mdi hen he (relationship value) cd the la hdt long, trung thdnh, hay truyen mieng cua khach hang. Chdng han Dong
& cpng sy (2008) da cho tiiiy cong ty dich vu tao dieu kien cho khach hang tham gia vao qua trinh dich vu nham eai thien sy hai long cua ho khi gap su cd, hay Woisetschlager & cdng sy (2008) da kifim dinh tren cac cpng dong thuang hieu ring hanh vi tiiam gia ddn den tniygn mieng tich cue ciia hg.
Vay cac gia thuyet sau dugc hinh thanh.- H3c. Hanh vi tham gia tac ddng duang len su hdi long
H3d. Hanh vi tham gia tac dgng ducnig len ti-uyen mieng tich cue.
3. Phinmg phfip nghien cihi 3.1. MSU
DS ddnh gid hanh vi tham gia cua khdch hang, ITnh vyc giao due dugc chgn vi day Id mgt trong nhiing loai hinh dich vu cd yeu ciu ro ret ve vai trd cua khdch hang - d day la ngudi hgc (Fitzsimmons
& cOng sy, 2014). Theo dd, cac dap vidn dugc chgn se la cac hgc vien thugc 8 co sd dao tao thugc cac trudng d^i hpc, day nghd va tnmg tam ngoai ngir tren dia ban TP.HCM. Nhu vay, trong bdi canh da chgn, td chiic chinh la co so ddc tao cdn nhan vien giao dich chinh la giang vidn. Sau gan hai thdng, mdu thu thap dugc la 280 ban va sau khi loai cdc ban thieu thdng tin, mau chinh thiic cdn la 258 ban.
Dac dilm mdu khdo sdt: (i) loai hinh: cao ddng va dai hgc 77,8%, trung tam ngoai ngu 14,3%, trudng d?y nghd 7,9%; (ii) gidi tinh: nii 57,1 %, nam 42,9%;
(iii) dd mdi: dudi 22 tudi 78,9%, tii 22 ddn dudi 30 tudi 19,5%, ni 30 mdi ti-d len 1,5%.
3.2. Thang do
Cac thang do khdi niem trong bai deu duge ke thiia tir cac nghien ciiu trudc va dugc Idem tra vdi 2 chuyen gia ve tiep thi dich vy dd dam bao tmh de hieu va phu hgp vdi bdi canh nghien ciiu. Khai niem hdnh vi tham gia ciia khach hang dugc lay tir Auh & cgng su (2007), su hdi long, truyen mieng tich cue vd gid tri khdch hdng tu Carpenter (2008), vdn xd hdi tir Kim & cgng sy (2013), trao ddi xd hgi tir Yi& Gong (2009).
3.3. Phan tich dir lieu
Phan tich can tnic myen tinh (SEM) vdi md hinh do ludng va md hinh cau tnic lan lugt dugc danh gia (Hair & cpng su, 2014) dugc ap dung. Vdi md hinh do ludng, phan tich nhan td khang dinh (CFA) dugc diing de kiem dinh do tin cay tdng hgp, gid tri hdi tu, gia tri phan biet va miic do phu hgp chung cua cac thang do. Vdi md hinh cau tnic, ky thuat SEM vdi udc lugng Maximum Likehood dugc dimg de danh gia dd phii hgp tdng the cua md hinh va cac gia thiet nghien ciiu da phat bieu.
4. Ket qua
Phan tich CFA cho thay md hinh de xuat la phii hgp vdi dir lieu (Hair & cdng sy, 2014), cy thd: chi- square/df = 1.340 < 3 vdi p = 0.000; AGFl-0.853;
TLI = 0.949; CFI = 0 958; RMSEA = 0.036. He s6 tai chuan hda ciia cac bien quan sat len timg khai niem dao dgng ni 0.590 den 0.843, do tin cay tdng hgp (CR) ciia cac thang do nam trong khoang 0.730 den 0 798 va phuang sai tnch trung binh (AVE) tir
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kintilcj'liiil Irion
Bdng 1. B$ hOi t^ ciia cdc thang do
HVTG
VCT
VNT
VQH
HTTC
HTNV
HTKH
GTTD
GTHT
SHL
TMTC
i^^M^^^^M
T6j 1U6Q thuc hien nhOng b^i t§p ma GV tnrong X yeu cau
Toi c6 gang tuan thii cac huiSng dau hoc ^p tu GV tnrtmg X
Toi tich cue tham gia d6ng gop b^i hoc tai trudng X Toi thudng hay giao tiep vdi GV trong tnrdng X T6i c6 in6i quan h§ than t h i ^ vdi GV cfla trudng X T6i dinh nhi^u thdi gian tie tudng tac vdi GV trudng X
GV trudng X s i n sing giiip da khi tdi cd khd khan trong hoc t i p
GV trudng X san Idng giai dap ithting title m i c cda toi GV trudng X quan tSm d^n nguyen vgng hoc tSp cija tdi
Tdi ludn tdn trong GV trudng X
Tdi khong lam dieu gi anh hudng dSn uy tin cda GV trudng X
Tdi ludn tin tudng vao GV trudng X
Trudng X ludn quan tam den quyen lai hoc tap cua toi Trudng X ludn ling nghe nhung vin dS mk tdi gap phai
Tnidng X ludn ddng vien tdi vuot qua khd khan trong hgc tSp
Tdi ludn nd lyc h o ^ thanh cfic y6u ciu mon hoc ma GV trudng X d6 ra
Tie phong giiing d^y ciia GV tai X la phii hgp GV trudng X thudng chi diln each thiic hoc tip hi^u qua khi tdi gap trd ngai trong mon hoc
Cae HV trong trudng X thirdng xuyen giup da tdi Khi gap kho khan, tdi ludn nhan dugc hd tra tir cac HV trong titrdng X
Cac HV trong trudng X ludn lang nghe nhirng ban khoan ciia tdi
Hpc phi tai tnidng X la phii hap Hgc t i p tai trudng X thuan tien cho sinh hoat Cac dieh vu ho trg hgc tip tai trudng X dugc thuc hign nhanh chdng
Tdi cd cam gilc vui ve khi hgc tap tai trudng X Trai nghiem tai trudng X la mdt niem vui Hgc t i p tai trudng X la mgt trai nghiem thu vi Tdi cim thiy thu hiit vdi ehuang trinh hgc tai trudng X Hgc tip tai X dap ling mong dgi ciia tdi
Tdi rat hai long vdi ehuang trinh hgc tai tiudng X Tfuang X mang lai sit thda man ve kien thirc Trudng X la mgt dia chi tot de theo hoc Trudng X la dia chi hgc t | p ma tdi de eii Tdi ddng vi6n ngudi than hgc tai trudng X Tdi khuyen khich ban be hgc tai tnidng X
He sd tai
0.729 0.784 0.604 0.746 0.659 0.642 0.710 0.702 0.750 0.737 0.679 0.703 0.662 0.843 0.741 0.760 0.715 0.690 0.748 0.744 0.737 0.793 0.734 0.718 0.739 0.758 0.728 0.704 0.727 0.763 0.764 0.657 0.720 0.725 0.762
C R
0.793
0.757
0.779
0.817
0.800
0.785
0.810
0.781
0.831
0,833
0.789 AVE
0.503
0.468
0,519
0.500
0.566
0.522
0.553
0.561
0.537
0.531
0.542
SS 239 thing S/2017
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Bang 2.9$ phSn bi^t ciia cac thang do
HVTG VCT VNT VQH HTTC HTNV HTKH GTTD GTHT TMTC
HVTG 0.71S 0.402 0.581 0.500 0.454 0.409 0.471 0.582 0.460 0.535 0.286
VCT 0.762 0.358 0.408 0.695 0.582 0.488 0,408 0.660 0.637 0.526
VNT
0.736 0.526 0.540 0.606 0.611 0.615 0.638 0.541 0.351
VQH
0.707 0.463 0.586 0.476 0.656 0.513 0.517 0,412
HTTC
0.755 0.567 0.486 0.514 0.590 0.639 0.573
HTNV
0.728 0410 0.559 0.601 0.473 0.585
HTKH
0.741 0.572 0.590 0.464 0.307
GTTD
0.754 0.651 0.513 0.358
GTHT
0.732 0.627 0.598
SHL
0.717 0.558
TMTC
0.736 0.500 dSn 0.581 nen do hdi tu ciia cdc thang do la
chdp nhdn dugc (Bang 1) (chii y cdc ma hda: GTTD/
GTHT: gid tii tien dung/hudng thy; VCT/VNT/
VQH: vdn cdu tnic/nhan thue/quan he; HVTG: hdnh vi tham gia; HTTC:/HTNV/HTKH: cam nh^n hd h-g tir to chiic/nhdn vien/khdch hang; SHL: sy hai long;
TMTC: ti-uydn mieng tich eye).
Gia tri phan biet cua cac khai niem ciing dat khi AVE deu Idn hem binh phuong tucmg quan giiia cac khai niem (Bang 2 - gia tri tren dudng cheo la can bac hai eua AVE, cdn ben dudi Id he sd tuong quan tuang ling).
Phan tich cau tnic tuyen tinh (SEM) cho thay Hinh 1. Ket qua kiSra
md hinh dat do phu hgp chung vdi Chi-square/df=
1.431 vdi p=0.000; AGFI=0.842; TLI - 0.935; CFI
= 0.942; RMSEA = 0.041. Trong 10 gia tiiidt duge phdt bilu, cd 8 gid thiet dugc ling hd vd 2 gid thi8t bi bdc bd (p>0.05) (Hinh 1: dudng diit net ung gia thuyet bi bdc bd).
5. Thao luan ket qua va Itien nghi 5.1. Tdm luac nghien edit
Dya tren quan diem qua trinh dich vu cd bdn chat kdt mang va xa hdi (Vargo & Lusch, 2008) va la su tich hgp cac ngudn lyc (Hilton, 2012), nghien ciiu nay dg xuat va kidm dinh mdt md hinh cau tnic ve djnh md hinh ly thuyet
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cdc tidn td dudi dang ngudn lyc xa hdi (vdn xa hdi vi trao ddi xa hgi) vdi hdnh vi tham gia ciia khach hdng vd cdc hau td tuong ling dudi dang k^t qua ciia qua trinh dich vu (su hai long, truyen mieng tich eye va gid tri khach hdng). Bdi cdnh nghien ciiu dugc chpn la dich vy ddo t^io vdi 258 mdu dii h?u hgc vien dugc thu th|p tai tp.HCM. K6t qud tii phdn tich SEM cho thay cd hai nhdm tien td vdn xa hdi vd trao ddi xa h0i deu cd anh hudng duang Idn hdnh vi tham gia, trong do tdc dOng manh nhat la thugc vd thdnh phan cdm nh^n hd trg tii khdch hang rdi ddn thanh phdn vdn quan he. Ca hai nhdm tien td ket hgp nay giai thich 68.8% phuang sai cua hanh vi tham gia cua khach hang. Ngoai ra, hanh vi tham gia ciia khach hang cd dnh hudng tich eye ddng thdi len su truyen mieng tieh eye, su hai long, gid tri hudng thu va gid tri tien dung.
5.2. Hdm y ly thuyet
O gdc dd tien td ciia hanh vi tham gia, nghien ciiu ndy ed the coi la mdt md rdng cd y nghia cho (i) Dong & cgng su (2008) hay Chan & cdng sy (2010) d dd cdc tien td cho hanh vi tham gia ciia khach hdng chua dugc dua vao; va (ii) Wu (2011) hay Grisemarm & Stokburger (2012) d do tien td trao ddi xa hgi chi cd mdt thanh phan duy nhdt Id cam nhan hd trg tir td chiic. Ve khia canh ket qua ciia hanh vi tham gia, nghien ciiu nay co the coi la mgt bd sung ly thuyet cho Auh & cdng su (2007) cQng nhu cua Vega-Vazquez & cdng su (2013) d dd gia tri khach hang, mpt ket cue quan trgng cua hanh vi tham gia (Mustak & cdng sy, 2013) chua dugc xem xet. Canh dd, nghien cuu nay cdn di xa hon cdng bd ciia Chan
& cdng su (2010) d do hanh vi tham gia chi cd duy nhat tac ddng gian tiep len sy hai Idng thdng qua gid tri khach hdng.
Nghien ciiu nay neu ra ba diem mdi trong nghien cim dich vu. Mgt, bai viet nay da danh gia thyc nghiem ve tac dpng ciia ngudn lyc xa hdi, ddi vdi hanh vi tham gia cua khach hang vao qua trinh dich vy nhu dugc de xuat bdi Bettencourt & cpng su (2014). Hai, nghien ciiu nay ciing da dua ra hieu biet radi ve djch vu qua viec kiem chimg mang tinh phan tich cho md hinh vdn di chi thuan md ta ve sy tham gia ciia khach hang ciia Etgar (2008) theo dd khach hang se tidn hanh cac danh ddi Igi ich-ton thdt ve mat xa hgi trudc khi tham gia vao qua trinh dieh vy. Ba, nd da de xuat va kiem chirng thyc nghiem mpt md hinh cau true ve hanh vi tham gia ciia khach bang trong ITnh vuc dich vu: tien td (vdn xa hdi, trao ddi xa hgi) nhu la difiu kien xa hgi cho sy tham aia
ciia khdch hang, hau td (gia tri cam nhan, sy hai Idng, truyen mieng tich eye) nhu la ket qua dich vy cho su tham gia cua khach hang.
Lien quan den trao ddi xa hdi, k6t qua nghien ciiu cho thay mac du cam nhan hd trg tir nhdn vien va tfir khdch hang cd tdc ddng cd y nghTa thdng kd Idn hanh vi tham gia, cam nhan hd trg tir td chiic lai khdng cd anh hudng. Dieu nay la tuang phan vdi, chang ban Grisemaim & Stokburger (2012) d dd cdm nhan hd trg tir td chiic chi Id tien td duy nhat ciia hdnh vi tham gia trong nganh du lich. Ly giai cho dieu ndy cd the la bdi canh cua nghien ciiu hien tai la gido due, mpt loai hinh dich vu cd tuang tdc dich vy quyet dinh bdi nhan vien giao dich true tiep (gidng vien) thay vi bdi td chiic (trudng) (Fitzsimmons &
cdngsu, 2014).
Trong khi dd ddi vdi vdn xa hdi, nghien ciiu d day chi ra la chi cd vdn nhan thiic va vdn quan he cd anh hudng len hanh vi tham gia. Ket qua nay khdc biet vdi cdng trinh ciia Wasko & Faraj (2005) d do vdn quan he khdng cd tdc dgng tich cue len hanh vi ddng gdp tri thiic va cung khac biet vdi cdng bd cua Kim & cdng sy (2013) d dd ca ba thanh phan vdn can tnic, vdn nhdn thiic va vdn quan he deu cd anh hudng duong len hanh vi tham gia chia se tri thiic.
Cdc ket qud thieu nhat quan nay cd the phai dan den cac kiem dinh thuc nghiem d cdc bdi canh khde rdiau han niia.
Nghien cim nay eon cho cac ket qua nhat quan vdi cac nghien cim trudc khi chi ra rang hanh vi tham gia ciia khach hang cd tac dpng tich cue len sy hai long (xem Vega-Vazquez & cdng su, 2013), hay truyen mieng tich eye (Woisetschlager & cdng sy, 2008). Dieu nay la co y nghia vi gdp phan khang dinh luge khao ly thuyet ciia Mustak & cdng su (2013) d dd hanh vi tham gia anh hudng duang len gia tri cua mdi quan he. That vay, cung co vai nghien cim trudc, nhu d Wu & cdng sy (2011) hanh vi tham gia lai khdng cd anh hudng len su hai long.
5.3. Hdm y qudn tri
Mpt vai kien nghi ve quan ly cd the dugc de xuat d day. Mdt, cac hoat ddng hd trg khach hang cua nhan vien giao dich la ydu td chinh giup khach hang tham gia vao qua trinh dich vu Ddi vdi hoat ddng nay, viec chpn lya va huan luyen nhan vien nhat thiet phai trd thanh tam diem ciia cdng ty dich vy.
Hai, cac cdng ty dich vu ciing can dau tu nhiSu hon den cac hinh thirc tuong tac giiia khach hang vdi nhau (nhu di6n dan tryc tuyen, trang blog, cau lac bp khach hang than thiet,.. ). Nd lyc ddu tu nay se Sd 239 thdng 5/2017
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hoan toan xiing dang vi nd khdng nhiing tao didu tdng quat ciia md hmh dd xudt tix)ng cdc Imh vuc kien cho cac hoat dgng hd tia tit khdch hang nay ddn khdc nhu y te, du Ijch... vdn di cung Id cdc lo^i hmh khdch hang khac (mgt thanh phdn cua trao ddi xa phu thudc chii ydu vao hdnh vi tham gia cua khach hgi) md cdn giiip cimg cd moi quan he lan nhau giira hang (Fitzsimmons & cgng sy, 2014). Ngoai ra, tii hg (vdn xa hgi). Cd hai khia canh vira kd, nhu kdt dS nghi cua Chan & cOng su (2010) vd gid tii van qud cua nghien ciiu nay chi ra, chuih la cac dgng lyc hda cd thd lam thay ddi hanh vi tham gia cua khdch keo theo su tham gia cua khdch hdng vdo qud ttinh hang, cac nghidn cuu xa hon cd the tap trung vdo djch vu. Ba, cdc cdng ty dich vy can tao dieu kien viec kidm dinh d cdc dia phuang hay virng lanh tiio thuan Igi hon nira cho su tham gia ciia khdch hdng vi thac vdi cac dac trung van hda ridng. Cudi ciing, viec nay du true tiep hay gian tidp (qua gid tri khach ^,^ ^dc ngudn lyc xa hgi hdu nhu mang ban sSc ket h ^ g ) - ddu din ddn su hdi long vd tiiiydn mi^ng tich jj^^g (Vargo & Akaka, 2012), sy tuong tac giiia y8u cue ciia khdch hang. td von xa hgi va trao ddi xd hgi lai chua dugc xem 5.4. Han chi vd hudng nghien cuu tiip theo xet trong nghien cihi ndy. Day cd the la mdt ca hgi Han che diu tien eua bai vidt la chi thuc hidn nghien ciiu cd tiidn vpng vi mgi dang nguon lyc nay kidm dinh trong mdt bdi cdnh duy nhdt - dd la ITnh ddu dugc quan niem la cung ndm trong m0t he sinh vyc dich vu giao due t^i dia ban TP.HCM. Vi thd thdi dich vy (service ecosystem) nhu Vargo & Akaka hudng nghien ciiu ke tidp cd thd la ddnh gid lai tmh (2012) da dd xuat gdn ddy.
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