在銀行業中顧客參與所扮演的角色：以越南為例

NHUIR > College of Management > Department of Business Administration, Master/Ph.D Program in Management Sciences > Disserations and Theses(Master and Doctoral Program in Management Sciences) > Item 987654321/25667

Please use this identifier to cite or link to this item: http://nhuir.nhu.edu.tw/handle/987654321/25667

Title:	在銀行業中顧客參與所扮演的角色：以越南為例
Other Titles:	The Role of Customer Participation in Banking Industry: Evidence from Vietnam
Authors:	陳玉南 TRAN, NGOC NAM
Contributors:	企業管理學系管理科學碩博士班吳萬益 WU, WAN- YI
Keywords:	Customer Citizenship Behaviors;Big Five Personality;Customer Participation;Customer Satisfaction;Service-Dominant Orientation;Banking Services;Vietnam
Date:	2017
Issue Date:	2017-12-06 15:44:57 (UTC+8)
Abstract:	Based on service-dominant (S-D) logic, this study developed an integrative model of customer participation. S-D logic allows us to view service as a transcending mental model for customer participation. The model consists of antecedent, moderators, and consequence of customer participation. 　　The major contribution of this study is to investigate the relationship marketing literature, namely, service-dominant orientation, customer satisfaction, customer citizenship behaviors, big five personality and customer participation, together in order to test their interrelationships in a very different circumstances. The sample of Vietnamese banking customers was collected on the basis of convenience sampling. Survey study was conducted with seven hypotheses. 　　The results show that first, service-dominant orientation positively influence on customer participation, customer satisfaction and customer citizenship behaviors. Second, customer participation positively effects customer satisfaction and customer citizenship behaviors. Third, big five personality partially moderate the relationship between customer participation and its antecedent. 　　This study contributed to the current literature by examining an integrative model of customer participation based on service-dominant logic perspective, proving that S-D logic is appropriate for studying customer participation, and by testing the nomological validity of those constructs.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

Files in This Item:

File	Description	Size	Format
105NHU00457004-001.pdf		1654Kb	Adobe PDF	206	View/Open
index.html		0Kb	HTML	200	View/Open

Loading...