(Luận văn) customer engagement in a facebook brand community a study of airline consumers in vietnam

List of abbreviations ATAG Air Transport Action Group BC Brand Community CE Customer engagement CEB Customer engagement behavior IATA International Air Transport Association JPA Jetsta

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UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

Le Minh Hoang Long

CUSTOMER ENGAGEMENT IN A FACEBOOK

BRAND COMMUNITY:

A study of Airline consumers in Vietnam

ID: 22130038 MASTER OF BUSINESS (Honors)

SUPERVISOR: DR NGUYEN THI MAI TRANG

Ho Chi Minh City, Year 2016

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Acknowledgement

Firstly, I would like to express my gratefulness to my supervisor Dr Nguyen Thi Mai Trang

for her professional guidance, intensive support, valuable suggestions, instructions and

encouragement during the time of doing my research

I would like to express my deepest gratitude to ISB Professors Committee for their valuable

time as the members of the proposal examination committee Their comments and

meaningful suggestions were contributed significantly for my completion of this research

My sincere thanks are given to all of my teachers at International Business School –

University of Economics Ho Chi Minh City for their teaching and guidance during my master

course

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Abstract

Customer engagement is a group of factors that can affect the customer satisfaction, loyalty

The advent of Web 2.0 and in particular the social network media in recent years have led to

an explosion of interest in customer engagement Attracted by a great amount of users,

companies have created brand communities in social networks With the abilities to creating

the interaction among individuals and firms in brand communities, social media can use to

better serve customer and satisfy the needs In Vietnam, former researches measuring the

loyalty and satisfaction of customers engaged in social networking sites, such as Facebook,

are still rare This research aims to fill this gap by testing these hypotheses in airline industry

and raising recommendations for its applications in practice

Key words Customer engagement, brand community, facebook, customer loyalty,

customer satisfaction

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CONTENTS

Acknowledgement i

List of Figures vi

List of Tables vii

Introduction 1

Research background 1

Statement of the problem 4

Research objectives 6

Research scope 7

Structure of the research 7

Literature review 9

Brand Community (BC) 9

Online brand community (OCB) 10

Customer engagement 10

Customer engagement in brand community 12

Perceived relationship benefits of customer engagement in brand communities 12

Relationship outcomes of customer engagement in brand communities 14

Proposal model and hypotheses 16

2.7.1 Proposal model 16

2.7.2 Hypotheses summary 17

Chapter summary 18

Methodology 19

Research method 19

Research design 19

3.2.1 Sample 19

3.2.2 Measurement scale 20

Research procedure 24 tot nghiep do wn load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg

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3.3.1 Qualitative phase 25

3.3.2 Main survey - Quantitative research 26

Chapter summary 27

Data analysis and results 28

Data statistical analysis 28

Cronbach’s alpha reliability test 29

Exploratory factor analysis (EFA) 32

Reliability test after EFA 36

Modified Model and Hypotheses 36

Testing research model using structural equation modeling (SEM) 37

4.6.1 Confirmatory factor analysis (CFA) 37

4.6.2 Structural equation model 42

Hypotheses evaluation 45

Chaper summary 46

Conclusion and implication 48

Key findings and research contributions 49

5.1.1 Impact of customer engagement behavior 49

5.1.2 Measurement model 49

Managerial implications 50

5.2.1 Customer engagement behaviors 50

5.2.2 Perceived relationship benefits 51

5.2.3 Relationship Outcomes 51

Limitations and future research 52

APPENDIX 1: List of in-depth interview’s participants 62

APPENDIX 2 Questionaire 65

APPENDIX3 CFA ……….67

APPENDIX 4 Maximum Likelihood Estimates 77

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List of abbreviations

ATAG Air Transport Action Group

BC Brand Community

CE Customer engagement

CEB Customer engagement behavior

IATA International Air Transport Association

JPA Jetstar Pacific Airlines

OCB Online brand community

VJ VietJet Air

VNA Vietnam Airlines

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LIST OF FIGURES

Figure 2.1 The conceptual Model 17

Figure 3.1 The Research Process 25

Figure 4.1 The Revised Model 37

Figure 4.2 Diagram CFA 39

Figure 4.2 The structural model result 43

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LIST OF TABLES

Table 3.1 Source of measurement scale 20

Table 3.2 Sources of data collection 27

Table 4.1 Description of sample 29

Tables 4.2 Cronbach’s alpha results 30

Tables 4.3 Retest Cronbach’s alpha results 32

Table 4.4 Pattern Matrix – EFA first round 34

Table 4.5 Pattern Matrix – EFA last round 35

Table 4.6 Cronbach's alpha of new measurements 36

Table 4.7 Composite Reliability and Average Variance Extracted 40

Table 4.8 Discriminant validity test 41

Table 4.9 Fitness of conceptualized model 42

Table 4.10 Result of hypothesis testing 44

Table 4.11 Standardized regression weight of hypothesis 44

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INTRODUCTION Research background

The globalization of competition, saturation of markets, and development of information technology have enhanced customer awareness and created a situation where long-term

success is no longer achieved through optimized product price and qualities Instead,

companies build their success on a long-term customer relationship by satisfying customer’s

needs and transferring customers to loyal customers In recent years, customer engagement

has been viewed as a hot issue to build long-term customer relationship (Sashi, 2012)

Customer engagement (CE) is difined as “the engagement of customers with one another, with a company or a brand The initiative for engagement can be either consumer- or

company-led and the medium of engagement can be on or offline.” (Roebuck, 2012)

Customer engagement can be the variety activities as joining the brand’s fan group, take part

in brand’s contest, disscussing about products or like brand’s facebook, commenting on

website, etc Firms that have more engagement of customer can improve customer

satisfaction and loyalty (Brodie, Ilic, Juric, & Hollebeek , 2011; Gummerus, Liljander,

Weman, & Minna, 2012) Customer engagement (CE) generate enhanced corporate

performance, including sales growth (Neff, 2007 as cited in Brodie et al., 2011), and

profitability (Voyles, 2008 as cited in Brodie et al., 2011) As a result, customer engagement

becomes a competitive advantage in the globalization economic

Aviation is one of the most important aspects of global economic nowadays Aviation provides the rapid worldwide transportation network, which makes it essentials for global

business and tourism The total value of goods transported by air represent 35% of all

international trade and 52% of international tourists travel by air (ATAG, 2014) Come up

with the globalization process, airlines industry is in the difficulty situation Volatile fuel

pricing, intense competition, security concerns and a focus on the environmental impact of air

travel have resulted in airline profitability taking a nosedive Therefore, increasingly airlines

are looking to have a far more direct and real-time connection with their customers and

prospective customers Leung, Schuckert and Yeung (2013) state that social media is a

suitable tools for marketing purpose in the airlines bussiness In the global trends, the social

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networks are increasingly replacing traditional media for marketing and communications

They have become a major factor in influencing various aspects of consumer behavior

including awareness, information acquisition, opinions, attitudes, purchase behavior, and

postpurchase communication and evaluation (Mangold & Faulds, 2009) The application of

social media and web 2.0 is changing the communication between business and consumer

and consumer to consumer significantly (Au, 2010; Jones & Yu, 2010) This reality is shown

by airlines’ increasing social media engagement of customers (Kepes, 2014)

With airline industry, social media is playing an increasing important role in daily operations (NIIT, 2013) Passengers are increasingly using the web and mobile devices to

research, book and pay for trips AITA (2014) reports that more than 50% passengers go

online to book flights From the airlines side, the world airline industry is switching to

promoting booking deals and flight promotions on Facebook and other social media websites

For examples, passengers can book their flights via Facebook or Twitter on KLM Royal

Dutch Airlines, JetBlue or Virgin America (Consumerreports.org, 2015) This new trend put

airlines in the effort of building customer engagement to firms’ social media

In Vietnam, air service industry affected economic growth significantly According to the statistics of IATA by Tyler (2014) - IATA’s Director General, Vietnam’s aviation market is

forecast to be the world’s 7th fastest-growing in the period of 2013-2017, with annual growth

rates of 6.9 percent and 6.6 percent expected for international passengers (Tyler, 2014) In the

trend of transitioning and developing Vietnam’s economy, a restructuring plan of Vietnam’s

air service industry was approved by the Ministry of Transport aim to gain the 5th position in

ASEAN aviation market and raise the passengers carried by airlines achieving 3.23% of all

overall the domestics transport market share (Viet Nam Government Portal, 2015) Hence,

there is a tough competition between airlines companies from the time government

authorized the operation of private airlines as the commitment between Vietnam and WTO in

2007 Up to now, there are four major air carries in Vietnam: Vietnam Airlines (VNA),

Jetstar Pacific Airlines (JPA) and VietJet Air (VJ) and Vietnam Air Services Company

(VASCO) (Civil Aviation Administration of Vietnam, 2015) Customers have choices to

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choose airlines when traveling in domestic routes This competition leads to the result that

airline companies must find the effective ways to attract and retain customers

As per the statistics by Moore Online Development Solutions Corporation, Vietnam has the population of 90.73 million with 39% internet users 40% internet users use online brand

website to make purchasing decision (Moore Corporation, 2015a) Therefore, the

understanding on role of social media affecting to the Vietnam airline industry becomes

important than ever Besides, social networking sites such as Facebook, YouTube, or

LinkedIn are playing more important roles in business According to Chui, Manyika, Bughin,

Dobbs, Roxburgh, Sarrazin, and Westergren (2012) there are 70% companies advocated

social media technologies to transform businesses and improve organizational performance

The application of social media affects the ways company and in particular airlines company

doing business

In the report of We are social (2015) facebook is reviewed to become the world largest social media platform with 1,366 million users in Q1, 2015 Besides, in the academic aspect,

Gummerus, Liljander, Weman and Minna (2012) have indicated facebook brand community

offer both firms and customers new ways to engaged with each other They pointed out that

customer engagement in a facebook brand community is the group of people who engaged

into a specific brand by clicking “Like” on its Facebook fan page Customer as a fan page’s

member easy to follow information, to read and write comments, to share experiences, to

complain to the brand owner as well as to communicate with other members of that fan page

Companies who encourage customer engagement in their facebook brand community will

lead to purchase behavior, customer satisfaction and customer loyalty (Gummerus, Liljander,

Weman, & Minna, 2012)

In fact, Facebook is emerging as the largest social media networks in Viet Nam It is the most popular social platforms with 31.3 million users, make up 94% of social network

account ownership (Moore Corporation, 2015a) 33% Vietnamese passengers research

information before trip on social media (Moore Corporation, 2015b) This situation creates an

environment to airline’s marketers for touching with this community Airline companies

started to build their facebook fan page for so that customers can follow their information and

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directly interact with them With the tendency of opening airlines market and the more

competition, Vietnam airline companies should concern about the issue of attracting customer

engagement to their facebook brand community to gain customer satisfaction, customer

loyalty and good business performance

Statement of the problem

Customer engagement has emerged in the last few years as a topic of great interest to managers and consultants in diverse industries and companies worldwide (Sashi, 2012) This

issue has been discussed in many researches (see e.g Bowden, 2009; van Doorn et al., 2010;

Roberts & Alpert, 2010; Brodie et al., 2011; Fliess, Nadzeika & Nesper, 2012) All these

disscussions generally have the deep understanding in customer engagement and the

important of customer engagement in achiving bussiness growth Customer engagement

create the deep connections with customers that drive purchase decisions, interaction with

firms (Forrester Consulting as cited in Sashi, 2012) A customer's engagement in a brand

community results in a number of outcomes for firms’ growth, including the customer's

continuing participation in the community, satisfaction, increased trust in, commitment and

loyalty (Wirtz et al., 2013; Brodie et al., 2011) The advent of Web 2.0 and in particular the

social network sites (like My space, Facebook, Google plus) in recent years have led to an

explosion of interest in customer engagement Attracted by a great amount of users,

companies have created brand communities in social media With the abilities to creating the

interaction among individuals and firms in brand communities, social media can use to better

serve customer and meet the needs Therefore, the establishment of company’s social

network sites in the recent years presented an opportunity to built close relationship with

customer by enhancing the customer engagement to brand community

In the view of airline industry, intergrating the bussiness with the social media will be the new trend of bussiness (Leung et al., 2013) Airline companies can use social media to build

relationships and create greater interaction with customers, listen to what their customers are

saying and to respond in real-time, facilitate engagement with its customers and increase

awareness about the brand (Kahonge, 2013) Recently, many airline companies have created

facebook page for to give information, launch promotion, feedback and respond to

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customers’ complains and sell tickets The airline industry is also reported to be one of the

leading sectors in deploying Facebook for customer care (Kollau, 2015) Hence, customer

engagement to airline brand communities on facebook has entered the lexicon of airline

managers as well as proposed an interested topic for researches

With present situation of Vietnam’s dynamic and rapidly growing aviation market, airline companies seek for an efficiency way to support business growth and compete with others

Facebook which has reported to be a largest social network in Vietnam (Moore Corporation,

2015a) has been adopted as a new marketing tool for all the airlines in the past few years Up

to now, all the fours airlines include Vietnam Airlines, Jetstar Pacific Airlines, VietJet Air

and Vietnam Air Services Company have fan page on facebook They generally use facebook

page to communicate with customers, provide information and promote their brand On the

trends of Vietnam’s aviation market development, airline companies are now trying to have

more participation of customers on the fan page and using fan page’s activities to attract and

retain customers Basing in on this problem, this research aims to examine the engagement of

customer on facebook brand community in the context of Vietnam’s airline industry likewise

find out more critical implications to help the manager of Vietnam’s airline companies

turning up their customer’s satisfaction and loyalty by improve the engagement of customer

In the regard of customer engagement, many researchers have been at the forefront of attempts to define and figure out the ways to build customer engagement to online brand

community Brodie et al (2011) examines consumer engagement in a virtual brand

community is an aspect of interactive process of sharing, learning, socializing, advocating,

and co-developing Sashi (2012) develops a model of customer engagement cycle in the

platform of social media with connection, interaction, satisfaction, retention, loyalty,

advocacy, and engagement as stages in the cycle An exploratory study is conducted by

Javornik and Mandelli (2012) to investigate the behavioral perspectives of customer

engagement with three FMCG brands in the social media environment With the use of

facebook as a social media, Pronschinske, Groza and Walker (2012), Mitu and Vega (2014)

study about customer engagement firm’s facebook page Especially, findings in Gummerus et

al (2012) research give ideas about how ﬁrms can utilize customer engagement to brand

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facebook communities to enhance satisfaction and loyalty by offering the right kinds of

relationship beneﬁts However, the majority of these studies have been conducted to build

framework of theories or undertaken in advanced economies in the fields of training products,

FMCG products or game products There is little researches have been done or addressed in

airlines sector in developing and transitioning countries such as Vietnam Until recently, there

is only the research of Pham and Tran (2014) axamines the customer engagement in

Vietnam’s tourism facebook brand page

Therefore, we have the reason to examine the customer engagement in Vietnam’s airlines facebook brand community and delivering the practical implications for airline company’s

managers to gain customer satisfaction and loyalty through customer engagement

Research objectives

The overall objective of this study is to examine the effect of customer engagement behavior on customer commitment, customer word of mouth and customer satisfaction and

mediating through perceived benefits Specifically, it investigates:

-The relationship between Customer Engagement behavior and Social benefit -The relationship between Customer Engagement behavior and Entertainment benefit -The relationship between Customer Engagement behavior and Economic benefit -The relationship between Social benefit and Customer Brand Page Commitment -The relationship between Social benefit and Customer Word of Mouth

-The relationship between Social benefit and Customer Brand Page Commitment -The relationship between Entertainment benefit and Brand Page Commitment -The relationship between Entertainment benefit and Customer Word of Mouth -The relationship between Entertainment benefit and Satisfaction

-The relationship between Economic benefit and Brand Page Commitment -The relationship between Economic benefit and Customer Word of Mouth -The relationship between Economic benefit and Satisfaction

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(VJ) Vietnam Air Services Company (VASCO) was excluded Indeed, there are two main

reasons for this choice Firstly, VNA, JPA and VJ hold 98.5% of domestic route market share

up to 2014 with 56% of VNA, 29.4% of VJ and 13.1% of JPA (Anh, 2014) Secondly, those

three airlines flight to almost major domestic destination like Ha Noi, Ho Chi Minh, Da

Nang, Nha Trang, Da Lat, Phu Quoc Whereas, on the other hand, VASCO with the lowest

market share just flights to small destination like Quy Nhon, Tam Ky

Structure of the research

The research consists of four chapters:

Chapter 1: Introduction

This chapter presents research background of the study, as well as, research problems,

research objectives, research scopes

Chapter 2: Literature Review and Hypotheses

This chapter provides the literature review and previous studies, and then the research model

of the study and the hypotheses are also discussed

Chapter 3: Research Methodology

In this chapter, the method used to design and implement the research base on the research

objectives and scopes, the processes of doing the research are also presented

Chapter 4: Data Analysis and Data Results

All the data collected from the survey are analyzed The final model of the research is built

based on the results of those analyses Depending on output results from the analyzing, the

relationship of those factors as mentioned in the research model will be examine

Chapter 5: Conclusion, Implications And Limitations

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The final chapter discusses summarily the study’s core findings, suggests some

recommendations for business strategy of using social media in airline industry based on

findings and finally points out some limitations of the research

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LITERATURE REVIEW

In order to achieve these objectives this study, this part presents a discussion of customer

engagement behaviors, brand community, customer engagement in brand community,

perceived relationship benefit of customer engagement in brand community, customer

satisfaction, customer loyalty and the relationship of those constructs This is followed by the

development of hypotheses and the construction of a conceptual model

Brand Community (BC)

Muniz and O’Guinn (2001, p 412) defined that “A brand community as specialized, nongeographically bound community, based on a structured set of social relationships

among admires of a brand It is specialized because at its center is a branded good or service

Like other communities, it is marked by shared consciousness, rituals and traditions, and a

sense of moral responsibility.” A brand community is a collective of people with a shared

interest in a specific brand, creating a subculture around the brand with its own values, myths,

hierarchy, rituals and vocabulary (Cova & Pace, 2006 as cited in Pham & Tran, 2014)

Studies show that customers joining in a brand community become more loyalty and enhance

the relationship (Gummerus et al., 2012)

Furthermore, McAlexander, Schouten, and Koenig, (2002) showed four crucial relationships in a brand community: between the customer and the brand, between the

customer and the firm, between the customer and the product in use, and among fellow

customers Woisetschlager, Hartleb, and Blut (2008) found two reasons for consumer

participation in brand communities: community satisfaction and degree of consumer

influence within the community In addition, brand communities give the potential of

improving the relationship between the consumers and the brand (Sicilia & Palazón, 2008)

Consequently, regarding the existing research on brand communities, we can see community identification as a central influence for community participation Previous work

has shown that brand community engagement can affect membership loyalty, brand image,

and wordofmouth (Bhattacharya, Rao, & Glynn, 1995) Thus, community participation and

membership can be seen as an important tool for a successful branding strategy

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Online brand community (OCB)

Muniz and O'Guinn (2001) place the development of brands and brand communities in the context of the development of mass media and modern marketing that started in the early

nineteenth century Result in the a massive adoption of advances in internet, social media and

mobile in the last decicate, there is a proliferation of online brand communities (OCBs) By

2012, 50 percent of the top 100 global brands had established an OBCs (Manchanda,

Packard, & Pattabhiramaiah, 2012) It raises an issue for firms to establish and manage

OBCs and customer engagement to OCB

As Wirtz et al (2013) has indicated the four key dimensions that significantly shape an

OBC:

Brand orientation The core focus of an OBC can be the brand itself (including

brand-related consumption experiences such as riding a Harley Davidson bike), a wider shared

interest (e.g biking in general), or both

Internet-use Both entirely online and online/offline hybrid BCs can be considered as

OBCs

Funding and governance OBCs can range from being entirely funded by the brand, to being

fully funded by the community of enthusiasts Likewise, OBCs can be governed either

entirely by the brand at one extreme, or entirely by the BC at the other

Customer engagement

Customer engagement has become an interested issue to business managers and researchers in recently years As existed researches have been discussed, there are different

ways to conceptualize the customer engagement concept The main research streams for

investigating the customer engagement that were identified in the academic literature, are

thus the following: a) behavioral perspective – concerned with the behavioral aspects of

customer engagement and customers’ activities, most often beyond purchase; b)

psychological (cognitive and affective) perspective - investigating customers’ cognitive and

affective processes which are antecedents to engagement or to interaction with brands; c)

multidimensional perspective - unifying different dimensions of customer engagement and

proposing multidimensional approach; d) social perspective - investigating the social and

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network component of the phenomenon (van Doorn et al., 2010; Mollen & Wilson, 2010;

Brodie et al., 2011; Gambetti, Graffigna & Biraghi, 2012)

This stream of behavioral perspective studies on customer engagement (Sashi, 2012;

Gummerus et al., 2012; Javornik & Mandelli, 2012; Ahuja & Medury, 2010;) bases the

research on the definition elaborated by Van Doorn et al (2010) These studies investigate

consumers’ activities such as word-of-mouth, recommendations, repeat purchases, social

media activities, community participation, interactions with brands and similar Such

approach is often favored by practitioners as it can lead to quantification and measurement of

consumers’ activities in their interactions with brands The engagement of customers to the

online brand community reflects in activities as clicking “like”, commenting, using brand

applications… Thus, this analysis adopts a behavioral perspective of customer engagement

because it places attention to customer’s activities and highlights the active role of them

When it comes to the behavioral perspective, customer engagement (CE) is defined as

"behaviors [that] go beyond transactions, and may be specifically defined as a customer's

behavioral manifestations that have a brand or firm focus, beyond purchase, resulting from

motivational drivers" (van Doorn et al., 2010, p 254) It reﬂects “consumers' interactive

experience within online brand communities, and value co-creation among community

participants” (Brodie et al., 2011, p 105) Customer engagement behaviors (CBEs) consist

of joining brand activities, helping other customers, writing reviews, complaining to

organizations, blogging Sashi (2012) stated a similar conceptualization of the consumer

engagement Sashi's customer engagement cycle is composed of the following stages:

connection, interaction, satisfaction, retention, commitment, advocacy and engagement It

may be confirmed that customer engagement is an interactive, experiential process that

capture how and why customers behave in ways relevant to the firm and other customers

In the research of Gummerus et al., (2012) the authors pointed out that customer’

engagement consists of 5 dimensions: (1) customer engagement can be expressed in different

ways depending on the customer’s resources (e.g time); (2) it can result in different types of

outcomes for the customer (e.g improvements in the service); (3) it can vary in scope and be

momentary, such as issuing a complaint, or ongoing behavior; (4) it has varying impact on

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the firm and peers (negative/positive); and (5) customers may engage in the behaviors for

different purposes

Customer engagement in brand community

Traditionally, customers’ engagement in a brand community is shown in many activities

of their behaviors to that brand: more frequency on visits, purchasing behaviors, purchasing

intention In the context of social media, the customers engaged into the brand via joining to

online brand communities Facebook fan page is an example, via clicking “Like” on the fan

page, customers interact directly with the brand owners or communicate with other members

insight the community The customers joining in a facebook brand fan page is perceived to

get benefits: Social, Entertainment, and Economic upon joining the community (Gummerus

et al., 2012 ; Pham & Tran, 2014)

Besides, Gummerus et al (2012) indicated that customer engagement in a facebook brand community consists of 2 constructs:

Community Engagement Behaviors: the behaviors of visit, content liking, commenting and news reading (Gummerus et al 2012)

Transaction Engagement behaviors: The behaviors of transactions with firm like take

part in activities on fan page (Playing games, joining contests, …) or spent money on firm’s

products Gummerus et al., 2012 ; Pham & Tran, 2014)

Perceived relationship benefits of customer engagement in brand communities

Gwinner, Gremler and Bitner (1998) emphasized that in order to create and maintain

relationships between two parties both need to feel that they gain something (as cited in

Gummerus et al., 2012) Therefore, the customer engagement behaviors may be strengthen by

satisfying the needs and gaining benefits from the behavior itself or from the overall brand

relationship

Colgate, Buchanan-Oliver and Elmsly (2005) confirmed that customer receives relationship benefit from internet-base relationship Online brand communities especially on

facebook offer some kinds of benefits to customers According to the researches of Kaplan

and Haenlein (2010) brand comminities in social media have the benefits of enabling social

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presence, avoiding uncertainty, reducing ambiguity and delevering self-presentation

Dholakia, Bagozzi, & Pearo, (2004) found that customers can gain practical and

informational benefits by engaging in community behaviors In another study, Wirtz et al.,

(2013) stated that online brand community increase the social benefits and functional benefits

of members

In an article study, Gummerus et al., (2012) sum up all the theoris above and supposed

that customer engament in a online brand comunities have three perceived relationship

benefits: social benefits, entertainment benefits and economic benefits:

Social benefits are rise from the interaction between customer and company and also

customer and customer For example, customers engage in discussions with peers, giving and

receiving help In addition, they can be seen thanking the company for birthday bonuses and

gifts Customers may also seek social enhancement, which derives from the need to feel

useful, recognized and needed in the community (Hars & Ou, 2002; Ho & Dempsey, 2010;

Nambisan & Baron, 2010 as cited in Gummerus et al., 2012)

Entertainment benefits are derived from relaxation and fun (Dholakia et al., 2004)

People spend their time browsing the community pages and applications such as games can

be incorporated to a Facebook site (Gummerus et al., 2012)

Economic benefits refer to people joining brand communities in order to gain discounts and time savings, or to take part in raffles and competitions (Gummerus et al., 2012)

The next important issue that Gummerus et al (2012) proved is customer behavioral

engagement has a possitive effect on ralationship benefits A research conducted by Pham

and Tran (2014) in context on Vietnam travel industry also come up with the same finding

Wirtz et al (2013) has express a similar view that the increase the social and functional

benefits members perceive, and in turn enhance their engagement in the OBC

Based on above arguments, the following hypothesis is developed:

H1a Community Engagement behavior has positive impact Social benefit H1b: Community Engagement behavior has positive impact Entertainment benefit H1c: Community Engagement behavior has positive impact Economic benefit H2a: Transaction Engagement behavior has positive impact Social benefit tot nghiep do wn load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg

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H2b: Transaction Engagement behavior has positive impact Entertainment benefit H2c: Transaction Engagement behavior has positive impact Economic benefit

Relationship outcomes of customer engagement in brand communities

A customer's engagement in a brand community is likely to have a number of outcomes, including the customer's continuing participation in the community, satisfaction, increased

trust in, commitment, loyalty and word of mouth intentions (Wirtz et al., 2013; Brodie et al.,

2011; Sashi, 2012; Tsai & Huang, 2007; Chan, Zheng, Cheung, Lee & Lee, 2014)

Brand page commitment refers to a psychological attachment of participants to the

community building efforts of a brand in social media environments, e.g the creation of a

Facebook fanpage of the brand (Kim et al., 2008; Morgan & Hunt, 1994 as cited in

Hutter, Hautz, Dennhardt, & Fuller, 2013) Brand page commitment can be viewed as the

active and psychological involvement of a consumer with the social media activities of a

brand Hutter et al (2013) indicated that that engagement with a Facebook fanpage has

positive effects on consumers’ brand commitment Customers joining in a fanpage have

relationship with brand through this page Sashi (2012) demonstrated the concept of affective

commitment – a commitment in a relationship that base on emotional He also stated that

customer engagement occurs when customers have strong emotional bonds in relational

exchanges with sellers, customer engagement will lead to customer commitment in

engament cycle

Word of mouth (W-O-M) is personal communication between a receiver and a source

that the receiver perceives as noncommercial (Day, 1971) WOM effectively can cause

changes in opinion and behavior, as well as drive brand awareness and excitement about a

product or services (WOMMA, 2005) Word-of-mouth tends to flow through interpersonal

channels based on shared interests, friendship, or family and people commonly use it to seek

information when they are facing with a highrisk purchase situation (Murray, 1991); A

research was drew on marketing and consumer behavior literature to formulate a conceptual

framework, empirically tested the hypotheses using data obtained from a large online

retailing store in Taiwan by Tsai and Huang (2007) stated that community building is

positively related to repurchase intention Thereby, we believe that engagement in online

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brand communities will lead to positive behaviors of members such as word-of-mouth

behaviors (Mollen & Wilson, 2010; Chan et al., 2014)

Satisfaction is the customer’s value fulfillment response (Bloemer & Dekker, 2007) The

relationship between service satisfaction and loyalty is non-linear, meaning that in case

satisfaction increases above a certain level, customer loyalty will increase rapidly (Oliva,

Oliver, & MacMillan, 1992) Oliver (1997) assumed customer satisfaction is a judgment that

a product or service feature, or the product or service itself, provided (or is providing) a

pleasurable level of consumption-related fulfillment, including levels of under- or over

fulfillment (as cited in Güngör, 2007) Consumer satisfaction is likewise positively influence

by customers' affective responses such as their enjoyment, excitement and pleasure of using

the service (Lynch, Kent, & Srinivasan, 2001), and these may be experienced due to customer

engagement Customer satisfaction can be seen as a measure of the quality of the relationship

between the customer and the firm (De Wulf & Odekerken-Schröder, 2001) When an brand

community meets or exceeds consumers' expectation in achieving these goals, they are likely

to be satisfied with the OBC (Woisetschlager et al., 2008) Satisfaction with the OBC has a

direct effect on consumers' intention to carry out behaviors such as saying positive things

about the brand, recommending it to others, and remaining loyal to it in their purchasing

decisions (Wirtz et al., 2013)

There are a lot of researches illustrated the important of customer satisfaction with firms

But studies on the how customer engagement behaviors has influent on customer satisfaction

are still small in number The customer behavioral engagement in a brand community is

hoped to support the degree of satisfaction and loyalty of customer The more engaged

customers are, the higher we expect their satisfaction (Brodie et al., 2011, Wirtz et al., 2013)

As has been already discussed above, customer commitment, W-O-M and customer

satisfaction can viewed as the outcomes of customer engagement Gwinner et al 1998 point

out perceived benefit are belibed to perecede ralationship out come contruts (as cited in

Gummerus et al., 2012) In a analysis in southeast asian service industries context, Patterson

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& Smith (2001) claims the correlation beetween relationship benefits and outcomes

(satisfaction and loyalty) Studies by Gummerus, et al (2012); Pham and Tran (2014)

revealed that perceived benefits will mediate the effect of customer engagement on

relationship outcomes Based on this result , the following hypothesis is given:

H3a Social benefit has positive impact on Customer Brand Page Commitment H3b Social benefit has positive impact on Customer Word of Mouth

H3c Social benefit has positive impact on Customer Brand Page Commitment H4a Entertainment benefit has positive impact on Brand Page Commitment H4b Entertainment benefit has positive impact on Customer Word of Mouth H4c Entertainment benefit has positive impact on Satisfaction

H5a Economic benefit has positive impact on Brand Page Commitment H5b Economic benefit has positive impact on Customer Word of Mouth H5c Economic benefit has positive impact on Satisfaction

Proposal model and hypotheses

2.7.1 Proposal model

Based on the foundations of former research, the model in the study of Gummerus, et al

(2012) is mostly suitable to our objectives as stated above We re-applied this model as

figured out below in the Vietnam airline industry context

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Figure 2.1 The conceptual Model

2.7.2 Hypotheses summary

H1a Community Engagement behavior has positive impact Social benefit H1b: Community Engagement behavior has positive impact Entertainment benefit H1c: Community Engagement behavior has positive impact Economic benefit H2a: Transaction Engagement behavior has positive impact Social benefit H2b: Transaction Engagement behavior has positive impact Entertainment benefit H2c: Transaction Engagement behavior has positive impact Economic benefit H3a Social benefit has positive impact on Customer Brand Page Commitment H3b Social benefit has positive impact on Customer Word of Mouth

H3c Social benefit has positive impact on Customer Brand Page Commitment H4a Entertainment benefit has positive impact on Brand Page Commitment H4b Entertainment benefit has positive impact on Customer Word of Mouth H4c Entertainment benefit has positive impact on Satisfaction

H5a Economic benefit has positive impact on Brand Page Commitment tot nghiep do wn load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg

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H5b Economic benefit has positive impact on Customer Word of Mouth H5c Economic benefit has positive impact on Satisfaction

Chapter summary

In conclusion, this chapter presents the proposed research model of this study which bases on the literature review in this chapter In the proposed research model, the

engagement behavior of customer on a brand’s Facebook page was divided into twos

constructs: the community engagement behavior and transaction engagement behavior They

are both demonstrated positively to customer perceived benefits: social benefit, entertainment

benefit and economic benefit when customers joining a brand’s Facebook page Then, the

influences of social benefit, entertainment benefit and economic benefit on customer’s brand

page commitment, word of mouth and satisfaction are also considered Such factors are

selected to build the model because their relationship has already tested by many previous

scholars through their studies

Hence, there are fifteen hypotheses proposed for this research The next chapter will discuss about methodology that used to analyze the data and test hypotheses of the research

model

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METHODOLOGY

This chapter lays out the method and research design used in the study to explore the relationship between variables, such as: community engagement behavior, transaction

engagement behavior, social benefit, entertainment benefit, economic benefit, brand page

commitment, customer word of mouth and customer satisfaction The chapter starts with the

research design procedure, questionnaire design Then, the method of analysis is introduced

The chapter mentions information of sampling method and also the analysis type will be

applied for testing the study

Research method

The mixed methodology includes quantitative method and qualitative method Denzin (1978) defined that mixed method approach is the combination of various method in a

research to explore scientific phenomena In the other words, the mixed method has recently

become a popular method to conduct a research (Creswell, 2003), the combination of

qualitative and quantitative methodology should be used to deeply understand the ideas and

collect the correct data and information This research adapts some theory of different authors

to figure out research problem and hypotheses through qualitative method The next step is

using quantitative interview to have back more answers, responses from different people who

have diversified background of ages, education, and employment This step includes testing

the appropriate between theory and real case data collected

Research design

3.2.1 Sample

As Hair, Anderson, Tatham and Black (1998) mentioned that the minimum sample size needs

to be equal or greater than five times of the number of variables However, it shouldn’t be

less than 100 to guarantee the correct analysis result As the formula is below:

 n >= 100 and n >= 5k (k: number of variables)

In this research, k = 33 variables Therefore, the minimum needed for the research is 165

answers To conduct Structural Equation Modelling (SEM), Garver and Mentser (1999) and

Hoelter proposed a ‘critical sample size’ of 200 To make sure the quantity of respondents

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enough for the research, the minimum sample should be 300 In order to have approximately

300 samples, this research was intended to have about 350 samples delivered to respondents

3.2.2 Measurement scale

From the literature review and the research model as referred above, measurement carefully given out to make sure the appropriation of research scope All the variables in the

model were measured with multiple items, which were developed by other researchers and

also based on the results of qualitative study to to adequately capture the domain of the

constructs Specifically, community engagement behavior was measured by three items by

Cvijikj and Michahelles (2013) , Gummerus et al (2012), Pham and Tran (2014);

Transaction engagement behavior was measured by two items from Gummerus et al., (2012);

Pham and Tran (2014) with a few modifications to suitable to airlines fan page; Seven items

of social benefit and three items of entertainment benefit that suggested by Dholakia et al

(2004) and Gummerus et al., (2012) were used; The economic profit was measured by four

items from research of Gwinner et al (1998); Yen and Gwinner, (2003), Gummerus et al.,

(2012) and the construct of satisfaction was based on Oliver (1997), and customer loyalty

was measured by two three from Ouwersloot and Odekerken-Schröder, (2008);

Punniyamoorthy and Raj (2007) To avoid response bias, all concepts names were eliminated

from the questionnaire; total questions were presented continuously in one table

Table 3.1 Source of measurement scale

Concepts Original Items /

Visit facebook Group of brands

Cvijikj and Michahelle

Bitter, Grabner-Kräuter and

1 Tôi truy cập (mở) facebook của hãng hàng không mỗi khi tôi vào mạng xã hội CEB1

2 Read messages

2 Tôi đọc các thông tin (chương trình khuyến mại, giá

vé, chuyến bay, kinh nghiệm

du lịch v.v ) được đăng trên facebook Hãng Hàng Không CEB2

3 Use the “like”

option

3 Tôi bấm like (thích) các bài đăng (status - trạng thái, hình ảnh hoặc video) trên facebook của hãng hàng không CEB3

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4 Tôi comment (bình luận) về các nội dung (Trạng thái, hình ảnh, video) được đăng trên facebook của hãng hàng không CEB4

5

5 Tôi hỏi/ thắc mắc về chương trình giá vé/ chính sách/khuyến mãi của hãng hàng không trên facebook của hãng CEB5

6

Use links provided

by the company/brand on

FB

6 Tôi bấm mở các link (địa chỉ web) về thông tin (thông tin sản phẩm, thông tin chính sách, khuyến mãi, thông tin giá

vé, thông tin du lịch và thông tin khác) được đăng trên facebook của hãng hàng không CEB6

7

Customer Transaction engagement behavior

Purchase products

7 Tôi thực hiện mua vé máy bay ngay trên facebook của hãng hàng không TEB1

8

Participate in company’s/brand’s raffles on Facebook

8 Tôi tham gia vào các cuộc thi được tổ chức trên facebook của hãng hàng không TEB2

9 9 Tôi chơi các trò chơi trên

facebook của hãng hàng không TEB3

10

Social benefits

I am a [brand]

Facebook group member to get information (e.g

new products) Dholakia,

Bagozzi and Pearo (2004);

Weman (2011);

Gummerus

et al

(2012);

Sjöqvist (2015)

10 Tôi được cung cấp thông tin (về sản phẩm, sản phẩm mới, giá vé, chính sách, khuyến mãi, thông tin du lịch…) từ facebook hãng hàng không SB1

11

I am a [brand]

Facebook group member to provide other group members with information

11 Tôi cung cấp thông tin (về sản phẩm, sản phẩm mới, giá

vé, chính sách, khuyến mãi, thông tin du lịch …) cho các thành viên khác cùng tham gia facebook của hãng hàng không SB2

12

I am a [brand]

Facebook group member to share my ideas with other group

members

12 Tôi chia sẻ ý kiến cá nhân (về chương trình, dịch vụ, sản phẩm, giá vé, kinh nghiệm du lịch…) với các thành viên khác cùng tham gia facebook của hãng hàng không SB3

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members

13 Tôi kết bạn, giao lưu với nhiều thành viên khác cùng tham gia facebook của Hãng Hàng Không

SB4

14

I am a [brand]

Facebook group member to get help from other community

members

14 Tôi nhận được sự trợ giúp

từ các thành viên khác cùng tham gia facebook của hãng hàng không (trợ giúp mua vé, hướng dẫn thủ tục mua vé, hướng dẫn thủ tục lên máy bay, trợ giúp về du lịch, , v.v…) SB5

15

I am a [brand]

Facebook group member to help from other community

members

15 Tôi giúp đỡ các thành viên khác cùng tham gia facebook của hãng hàng không ( giúp đỡ mua vé, hướng dẫn thủ tục mua

vé, hướng dẫn thủ tục lên máy bay, trợ giúp về du lịch,…) SB6

16

I am a [brand]

Facebook group member to feel needed by [brand] or other community members

16 Các thành viên khác cùng tham gia trên facebook của Hãng Hàng Không cần tôi

SB7

17

Entertainme

nt benefits

I am a [brand]

Facebook group member to get entertained

Dholakia, Bagozzi and Pearo (2004);

Weman (2011);

Gummerus

et al

(2012);

Sjöqvist (2015)

17 Tham gia vào facebook của hãng hàng không giúp tôi giải trí

EB1

18

I am a [brand]

Facebook group member to relax

18 Tham gia vào facebook của hãng hàng không giúp thư giãn

EB2

19

I am a [brand]

Facebook group member to pass time when I am bored

19 Tham gia vào facebook của hãng hàng không giúp tôi giết thời gian khi tôi buồn chán

EB3

20

Economical benefits

I am a [brand]

Facebook group member to try to get bonuses

Gwinner et

al (1998);

Yen and Gwinner (2003);

Weman (2011);

Gummerus

et al

20 Tôi nhận được các phần thưởng/ điểm thưởng từ các cuộc thi/ trò chơi tổ chức trên facebook của Hãng Hàng Không

ECO1

21

I am a [brand]

Facebook group member to participate in

21 Tôi mua được vé giá rẻ khi tham gia vào facebook của hãng hàng không

ECO2

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22

I am a [brand]

Facebook group member to get better service

22 Tôi nhận được dịch vụ tốt hơn từ hãng hàng không khi tham gia vào facebook của hãng

ECO3

23

I am a [brand]

Facebook group member to get fast responses

23 Tôi nhận được phản hồi nhanh chóng từ các hãng hàng không (khi hỏi về chính sách, giá vé, khuyến mãi, thông tin

du lịch/ khiếu nại về dịch vụ v.v….)

ECO4

24

Customer Commitment

I feel emotionally attached to [Brand]

Lee,Huang and Hsu (2007);

Hutter, et

al (2013)

24 Tôi cảm thấy có sự gắn kết

về mặt tình cảm với facebook của Hãng Hàng Không

CM1

25

[Brand] has a great deal of personal meaning for me

25 Facebook của Hãng Hàng Không có ý nghĩa đối với cá nhân tôi

CM2

I feel a strong sense

of identification with [Brand]

26

I feel as a part of the [Brand] Facebook Community

26 Tôi cảm thấy mình là một phần của facebook Hãng Hàng Không

CM3

27

W-O-M

I recommend the brand to other people

Tu (2014);

Hutter, et

al (2013)

27 Tôi nhắc đến hãng hàng không khi nói chuyện/ trao đổi với người khác

29 Tôi nói những điều tích cực

về hãng hàng không với người khác

Oliver (1997)

30 Tôi hài lòng khi là thành viên của facebook hãng hàng không

SF1

Trang 32

31 Tôi quyết định đúng khi tham gia vào facebook của hãng hàng không

SF2

32

I am satisfied with

my decision to become a [brand]

customer

32 Tôi hài lòng với quyết định trở thành khách hàng của hãng hàng không

As mentioned in the literature review part, this topic has just taken in online game and

tourism industry, also never done in airlines in the past Therefore, the study was taken

through two phases: a qualitative study and quantitative study Based on the previous

research, the draft questionnaire consisted of eight measurement scales which was

community engagement behavior, transaction engagement behavior, social benefit,

entertainment benefit, economic benefit, brand page commitment, customer word of mouth

and customer satisfaction Then, the draft questionnaires were translated from English into

Vietnamese An in-depth interviews were conducted to modify the items In quantitative

study, the adjusted questionnaires was used to collect data and test the measurement models

and structural models The research process is showed in Figure 3.1

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Figure 3.1 The Research Process

3.3.1 Qualitative phase

Concerning to the qualitative phase, the Vietnamese version of the survey questionnaire was pre-tested using in-depth interviews during two weeks with eight people included three

experts in airlines marketing and five customers who “like” airlines Fanpage to check

whether they understood clearly about the scales or not During the interview, the author also

wanted to find out if the chosen measurement scale was suitable for conducting the research

Indept-interview – Qualitative research

(n = 8)

Final scale

Main survey – Quantitative research(n= 346)

Cronbach’s Alpha

Confirmatory Factor Analysis (CFA)

Structural equation modeling (SEM)

Exploratory Factor Analysis (EFA)

Eliminating items had the low corrected item – total correlation Check Cronbach Alpha

Eliminating items had the Eigen-value less than 0.5 and item that distributes in 2 or more components/factors with difference less than 0.3.

Combining variables into group of variables

Eliminating items had low CFA coefficients Check the suitability of model

Calculating the total reliability coefficient and cumulative variance Check the uni-dimension of the scales, convergent and discriminant validity

Check the suitability of model Check hypothesis

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in Viet Nam All the comments from the interviewees were gathered with the aim to modify

the measurement scale

Based on the feedback of respondents, the survey questionnaire was slightly modified to make it clearer and more understandable (see Appendix 1)

3.3.2 Main survey - Quantitative research

In association with the theoretical literature, other researches and the results of qualitative phase, the final questionnaire was given out to implicating the main survey (see Appendix 2 –

To assess the degree of respondent’s answer, Liker scale 5 was used in the answer sheet

1 (strongly disagree), 2 (disagree), 3 (neutral), 4 (agree), and 5 (strongly agree)

The main survey aim to respondents who ‘like’ airline facebook Consequently, Google form was used to make the questionnaire The data was collected by posting questionnaires in

the fan page of Vietnam Airlines (VNA), Jetstar Pacific Airlines (JP) and VietJet Air (VJ),

and the questionnaires were also shared through personal facebook wall and send by email

After collecting the answering in 3 weeks (15/05/2016 – 04/06/2016), 353 questionnaires were collected The questionnaires collection included 7 eliminated questionnaires due to the

same answers for all asking items as well as the blank items Finally, 346 questionnaires were

used as valid data for this research In comparison with minimum sample size, this value was

satisfactory

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Table 3.2 Sources of data collection

Source Collected Eliminated Valid

Factor Analysis (EFA) After that, Confirmatory Factor Analysis (CFA) is using to refine and

validate the measurement Finally, Structural equation modeling (SEM) analysis is using to

test the hypotheses with AMOS 2.0

Chapter summary

In summary, this chapter described the choice of sample size, measurement scale construction, and research method employed to process the collected data An online

questionnaire was developed for data collection; it was distributed through airlines fan’s page

on Facebook and email to respondents This study was designed into two phases: first was

qualitative research (in-depth interview), second was quantitative research (main survey) The

in-depth interview was conducted to modify the measurement scale After the qualitative

phase, the questionnaire was adjusted slightly before the official survey Main survey had

sample size which included total 246 valid questionnaires that were used for data analysis

with regression method The next chapter will present data analysis results of main survey

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DATA ANALYSIS AND RESULTS

This chapter presents the results and the interpretation of the survey respondents The beginning of this chapter is the overall respondents categorizes into gender, age Next, results

of scale validation were presented Cronbach’s alpha was used to examine reliability and

validity of the constructs After testing Cronbach’s alpha, exploratory factor analysis and

confirmatory factor analysis was used to test discriminant and convergent validity Finally,

research model was examined by using structural equation and the results of hypotheses was

interpreted

Data statistical analysis

The results of the demographics analysis were summarized in table 4.1 Initial analysis of data indicated that 41% respondent chose Vietnam Airlines Fan’s page for most favorite fan’s

page that they usually active on VNA fan’s page, 13% chows Jetstar Pacific and 46% chose

VietJet Air Gender was represented with 34.7% respondents were female and 65.3% were

male

More than half of the respondents who took part in this study were young people from 18

to 30 years old with 80.4% of total sample Age ranged from 18 to more than 40 years old,

with 37.3% respondents were between 18 and 22 years old, 18.5% respondents were between

23 and 25 years old, 24.6% people were from 26 to 30 years old, 13.9% people were from 31

to 40 years old, 5.5% of the respondents older than 40 years old It also implicated as the

common customers joining airline fan’s page are young customers because 80% facebook

users in Vietnam are from 18-34 (We are social, 2015)

Most of respondents have college degree or bachelor's degree, represented with 82.7%

12.7% respondents have postgraduate degree 28.9% customers have income below 7,000,000 VND, 32.9% customers have income from 7,000,000 VND to 10,000,000 VND and 20.2% from 10,000,000 VND to 15,000,000 VND Only 17.9 % customers have income more than 15,000,000 VND In summary, respondents are widely diverse by gender, age, education level and income

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Table 4.1 Description of sample

Demographic profile Category Frequency Percentage (%) Airlines Fan’s page

degree 286 82.7 Master’s degree/ Doctoral

Cronbach’s alpha reliability test

A crucial step in data analysis was to make sure all the items in one scale were reliable

in measuring the research concept that they belonged to Therefore, it was required to do the

reliability test for each construct in the measurement scale

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To ensure the reliability of the instrument developed for this research, Cronbach’s Alpha had been conducted as an indicator for internal consistency of scales The Cronbach’s

Alpha test helped to remove unstandardized scale items

It was required the value of Cronbach’s Alpha should be above or at least equal 0.6 to guarantee internal reliability (Nunnally & Burnstein, as cited Nguyen & Barrett, 2006)

Beside Cronbach’s Alpha, the Corrected Item – Total Correlation was also very important

Normally, if the correlation of each specific item with total of the other items in the scale was

quite high or higher than 0.3 (Nunnally & Burnstein, as cited Nguyen & Barrett, 2006), such

item was assumed that most likely correlated with most of other scale items and would

become a good part of this total rating rate On the other hand, if the Corrected item – Total

correlation of any item was negative or too low (less than 0.3), it was necessary to re-consider

the item in terms of wording problems and conceptual appropriateness (Leech, Barrett, &

Scale Mean if Item Deleted

Corrected Total Correlation

Item-Cronbach's Alpha if Item Deleted Community engagement behavior – CEB

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Observed Variable

Item-Cronbach's Alpha if Item Deleted Social benefits – SB

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All eight measurement scales were reliable in measuring the research concepts because they had the Cronbach’s Alpha greater than 0.6 However, the Corrected item- Total

correlation of items CEB5, SB6 and SB7 are not satisfied the standard (lower than 0.3) So,

these variables were eliminated and the concepts community engagement behavior and social

benefits was retest The result was show in the table below

Tables 4.3 Retest Cronbach’s alpha results

Observed Variable

Item-Cronbach's Alpha if Item Deleted Community engagement behavior – CEB

scale The scale social benefits also became more reliable with alpha value of 0.843 The Corrected

item- Total correlation of all items was satisfied the standard (lower than 0.3) in this steps

Therefore, all the items in scales were satisfied and retained for EFA

Exploratory factor analysis (EFA)

Factor analysis is used to uncover the latent structure (dimensions) of a set of variables (Garson, 2015) It reduces attribute space from a larger number of variables to a smaller

number of factors Exploratory factor analysis (EFA) is applied in this section to test the

Tiêu đề	Customer Engagement in a Facebook Brand Community: A Study of Airline Consumers in Vietnam
Tác giả	Le Minh Hoang Long
Người hướng dẫn	Dr. Nguyen Thi Mai Trang
Trường học	University of Economics Ho Chi Minh City
Chuyên ngành	Business
Thể loại	Thesis
Năm xuất bản	2016
Thành phố	Ho Chi Minh City

Định dạng
Số trang	85
Dung lượng	2,95 MB