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- a17H QLALO[A
Trang 1Thesis 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
Ngo Hai Quynh
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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June, 2019
Department of Business Administration
Graduate School of Soongsil University
Ngo Hai Quynh
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
Ngo Hai Quynh
Trang 5To approve the submitted thesis for the Degree of Doctor by Ngo Hai Quynh
Thesis Committee
Chair
Member Member Member Member
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June, 2019
(signature) (signature) (signature) (signature) (signature)
Graduate School of Soongsil University
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
I thank all the members of the laboratory and other friends who helped me
Trang 7TABLE OF CONTENTS
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CHAPTER 2 LITERATURE REVIEW .000000o ooooccccccccccccccesseeceseeeesneesensees 18
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0); 40.45.490.100 11 131
4.1.1 Central tendency and variability measures of variables 131
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5.4 Limitation and future research .ccccccccccccccsceseesecseesesseseeeseeseeees
REFERENCES
APPENDICES
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 3-4] Customer engagement measurement 1f€§ - - - - - - 114 [Table 3-5] Customer loyalty measurement Ifes - - -+ŸŸcŸs- 116
[Table 3-7| Customer satisfaction measuremernf 1f€e1ms - - - - - - - - - - - - - - - 120
[Table 4-3] Revised Internal Consistency -++++++*+++++++**setss: 139
[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 4-13] Correlation (standard erTOT) -+*+++++++**‡tehtenrss+seeeeee 160 [Table 4-14] Path Analysis Results -++++++$‡tnhhsssnhhhhheeeettree 163
[Table 4-17] Chi-square Difference Test for restauranf fype - 174 [Table 4-18] Restaurant type Hypothes1s ComparIsOn - 176
Trang 12LIST OF FIGURES
[Figure 3-1]: Conceptual framework đa 99 [Figure 4-1] Confirmatory Factor Analysis .0 ccccccecccccesesesseesseeesecesseeeseceees 151
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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
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