Trao đổi xã hội và nhận thức xã hội trong đồng tạo sinh dịch vụ: Một nghiên cứu về dịch vụ du lịch tại TP. Hồ Chí Minh

Các tác giả

  • Phạm Thành Tiến Trường Đại học Bách Khoa, Đại học Quốc gia TP. Hồ Chí Minh Tác giả
  • Nguyễn Mạnh Tuân Trường Đại học Bách Khoa, Đại học Quốc gia TP. Hồ Chí Minh Tác giả

DOI:

https://doi.org/10.24311/jabes/2020.31.5.2

Từ khóa:

Đồng tạo sinh, Trao đổi xã hội, Nhận thức xã hội, Chất lượng cuộc sống, Ý định tiếp tục mua, Dịch vụ du lịch

Tóm tắt

Đồng tạo sinh của khách hàng là một chủ đề quan trọng trong nghiên cứu dịch vụ, với hai điểm nhấn là giá trị của dịch vụ luôn được đặt trong các hệ thống xã hội, và khách hàng cũng như công ty đều đóng vai trò là tác nhân xã hội có khả năng áp dụng năng lực của họ để mang lại lợi ích cho đối tác. Trong bối cảnh của dịch vụ du lịch, nghiên cứu này đề xuất một mô hình cấu trúc về hành vi đồng tạo sinh của khách hàng, trong đó, các tiền tố là sự kết hợp giữa quan điểm trao đổi xã hội (công bằng tương tác, tương tác khách hàng – khách hàng, cam kết tình cảm) và nhận thức xã hội (tự tin vào năng lực bản thân), còn các hậu tố bao gồm kết quả cá nhân của khách hàng (giá trị cảm nhận, chất lượng cuộc sống) và lợi ích cho tổ chức (ý định tiếp tục mua). Phân tích cấu trúc tuyến tính với PLS được thực hiện trên 298 mẫu là khách hàng cá nhân đã từng sử dụng dịch vụ du lịch theo tour của 7 công ty du lịch tại TP. Hồ Chí Minh cho kết quả ủng hộ cả 13 giả thuyết nghiên cứu đề xuất. Mô hình đề xuất đã giải thích được 59,8% biến thiên của hoạt động đồng tạo sinh, và 40,6% biến thiên của ý định tiếp tục mua dịch vụ.

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Tải xuống

Đã Xuất bản

2020-10-26

Số

Chuyên mục

Bài nghiên cứu

Cách trích dẫn

Phạm Thành , T., & Nguyễn Mạnh , T. (2020). Trao đổi xã hội và nhận thức xã hội trong đồng tạo sinh dịch vụ: Một nghiên cứu về dịch vụ du lịch tại TP. Hồ Chí Minh. Tạp Chí Nghiên cứu Kinh Tế Và Kinh Doanh Châu Á, 31(5), 39–64. https://doi.org/10.24311/jabes/2020.31.5.2

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