Sự trải nghiệm và hành vi gắn kết khách hàng – Vai trò của Thuyết bản sắc xã hội: Nghiên cứu thực nghiệm dịch vụ du lịch sức khỏe trong bối cảnh hậu COVID-19
DOI:
https://doi.org/10.24311/jabes/2022.33.09.05Từ khóa:
Trải nghiệm khách hàng, Hành vi gắn kết khách hàng, Thuyết bản sắc xã hội, Du lịch sức khỏeTóm tắt
Nghiên cứu đã dựa vào Thuyết bản sắc xã hội để kiểm tra mối quan hệ giữa trải nghiệm khách hàng và hành vi gắn kết khách hàng của dịch vụ du lịch sức khỏe trong bối cảnh hậu COVID-19. Phương pháp nghiên cứu định tính và định lượng được kết hợp để thực hiện nghiên cứu. Bộ dữ liệu được thu thập từ cuộc khảo sát với 198 du khách đã được phân tích mô hình cấu trúc bình phương tối thiểu từng phần (PLS-SEM). Kết quả nghiên cứu cho thấy có mối quan hệ tích cực giữa trải nghiệm khách hàng và hành vi gắn kết khách hàng thông qua vai trò trung gian của nhận diện khách hàng - nhân viên và nhận diện khách hàng - tổ chức. Từ kết quả tìm thấy, nghiên cứu đề xuất một số hàm ý quản trị trong ngành dịch vụ du lịch sức khỏe nhằm thiết kế trải nghiệm khách hàng phù hợp để làm gia tăng hành vi gắn kết khách hàng trong bối cảnh hậu COVID-19. Cuối cùng, nghiên cứu đưa ra một số hạn chế và hướng nghiên cứu tiếp theo.
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