The primary purpose of this study is to explain how and when customer experience
benefits the company. Built upon Customer-Dominant Logic, Social Identity theory
and Need for cognition, the study propose that customer experience leads to customer
engagement behavior via two routes: customer-firm and customer-employee
identification. Furthermore, the study advances that customers’ epistemic motivation
negatively moderates the mediated effect of customer experience on customer
engagement behavior. The methodologies used for the research is a combinition of
qualitative and quantitative technique. A survey method was employed for the two
studies by recruiting female consumers of beauty salons in Vietnam. The results
demonstrated that customer experience quality as a measurement for customer
experience applies to the context of the study and provided empirical support for the
hypotheses. This research found that customer experience identification positively
influences customer engagement behavior mediated by customer-firm and customeremployee identification. Furthermore, this research revealed that customer epistemic
motivation negatively moderates the mediated effect of customer experience on
customer engagement behavior via customer-employee identification. However, the
moderating role of customer epistemic motivation is insignificant for the mediated
relationship via customer-firm identification. Finally, this research offers theoretical
and practical contributions that are elaborated and further discussed.
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MINISTRY OF EDUCATION AND TRAINING
UNIVERSITY OF ECONOMICS HO CHI MINH CITY
--------------------------------
VU THI MAI CHI
DOES CUSTOMER EXPERIENCE ALWAYS BENEFIT
SERVICE COMPANIES? EXAMINING CUSTOMERS’
EPISTEMIC MOTIVATION AND INTERACTION WITH
THE BEAUTY SERVICE CONTEXTS
THE DISSERTATION OF ECONOMIC DOCTOR
Ho Chi Minh city – 2022
MINISTRY OF EDUCATION AND TRAINING
UNIVERSITY OF ECONOMICS HO CHI MINH CITY
--------------------------------
VU THI MAI CHI
DOES CUSTOMER EXPERIENCE ALWAYS BENEFIT
SERVICE COMPANIES? EXAMINING CUSTOMERS’
EPISTEMIC MOTIVATION AND INTERACTION WITH
THE BEAUTY SERVICE CONTEXTS
Major : Business Administration
ID : 9340101
THE DISSERTATION OF ECONOMIC DOCTOR
Academic advisors:
Assoc. Prof. TRAN HA MINH QUAN
Ho Chi Minh city – 2022
DECLARATION OF AUTHENTICITY
I would like to declare that, the thesis “Does customer experience always benefit
service companies? Examining customers’ epistemic motivation and interaction with
service contexts” is my own and conducted with the instruction and advice of Assoc.
Prof. Tran Ha Minh Quan. Apart from the acknowledged references, there are no any
materials previously published or written by another authors, or has not been
previously submitted to any other educational and research programs or institutions.
I take full responsibility for the legality of the whole scientific research process of
this dissertation.
Vu Thi Mai Chi
i
ACKNOWLEDGMENTS
First and foremost, I am sincerely acknowledging the managing boards of Industrial
University of Ho Chi Minh City (IUH) and University of Economics Ho Chi Minh
City (UEH) for offering me the chance of studying PhD and financially supporting
my study.
I would like to thank my supervisor, Assoc. Prof. TRAN HA MINH QUAN makes
me a better reader, a better thinker, and a better writer. His constant guidance,
invaluable suggestions, and deep research insights have immensely shaped this study.
This dissertation would never have been written without their kind and patient
assistance.
I am also very grateful to Assoc. Prof. NGO VIET LIEM for his help with the
valuable comments, suggestions, and ideas.
I would also like to express my deepest appreciation and gratitude to all my kindly
colleagues and friends who had contributed to the completion of this study.
Above all, the dissertation is dedicated to my beloved parents, my son, who have been
encouraging me along the way.
ii
TABLE OF CONTENT
DECLARATION OF AUTHENTICITY ......................................................................
ACKNOWLEDGMENTS ........................................................................................... i
LIST OF TABLES ...................................................................................................... v
LIST OF FIGURES ................................................................................................... vi
ABSTRACT ............................................................................................................. vii
TÓM TẮT ............................................................................................................... viii
CHAPTER 1 - RESEARCH OVERIEW .................................................................... 1
1.1. Precursors and rationales of the research .................................................... 1
1.2. Research gaps .............................................................................................. 4
1.3. Research aims .............................................................................................. 7
1.4. Research objectives and questions .............................................................. 8
1.5. Research context .......................................................................................... 9
1.5.1. Beauty service industry .................................................................... 10
1.5.2. Beauty service industry in Vietnam ................................................. 12
1.5.3. Beauty salon service ........................................................................ 15
1.5.4. Beauty salon service in Vietnam ..................................................... 16
1.6. Key terms ................................................................................................... 18
1.7. Research subject and scope ....................................................................... 18
1.8. Structure of the research ............................................................................ 19
CHAPTER 2 - LITERATURE REVIEW ................................................................. 20
2.1. Review of Customer experience (EX) ....................................................... 20
2.1.1. Conceptualization of Customer experience ..................................... 20
2.1.2. Consequences of Customer experience ........................................... 26
2.2. Review of Customer engagement behavior (EG)...................................... 31
2.2.1. Conceptualization of Customer engagement behavior .................... 31
2.2.2. Antecedences of Customer engagement behavior ........................... 33
2.3. Theoretical background ............................................................................. 37
2.3.1. Customer-Dominant Logic .............................................................. 37
2.3.2. Social Identity Theory ..................................................................... 39
2.3.3. Need for Cognition .......................................................................... 41
iii
2.4. Proposal framework ................................................................................... 42
2.5. Operationalization of the selected variables .............................................. 44
2.5.1. Customer experience (EX)............................................................... 44
2.5.2. Customer engagement behavior (EG) ............................................. 47
2.5.3. Relationship between Customer experience (EX) and engagement
behavior (EG) ............................................................................................ 49
2.5.4. Mediating role of Customer-firm identification (FI) and employee
identification (EI) ....................................................................................... 50
2.5.5. Moderating role of Customer epistemic motivation (EM) .............. 53
2.5.6. Controlled variables ........................................................................ 56
CHAPTER 3 - RESEARCH METHODOLOGY ..................................................... 58
3.1. Research framework and hypotheses ........................................................ 58
3.2. Research design ......................................................................................... 61
3.3. Population and sampling ........................................................................... 64
3.3.1. Sampling method ............................................................................. 65
3.3.2. Sample size determination ............................................................... 66
3.4. Instrument development ............................................................................ 66
3.5. Scales used in the research framework ...................................................... 68
3.5.1. Measurements of Customer experience ........................................... 69
3.5.2. Measurements of Customer epistemic motivation .......................... 70
3.5.3. Measurements of Customer- Firm Identification ............................ 71
3.5.4. Measurements of Customer-employee identification ...................... 71
3.5.5. Measurements of Customer engagement behavior .......................... 72
3.6. Data collection procedure .......................................................................... 73
3.7. Data analysis process ................................................................................. 78
3.8. The results of Pilot study ........................................................................... 86
3.8.1. The results of Qualitative pilot study ............................................... 86
3.8.2. The results of Quantitative pilot study ............................................. 93
CHAPTER 4 - DATA ANALYSIS .......................................................................... 99
4.1. Descriptive analysis of Sample ................................................................. 99
4.2. Validation of Measures: Reliability and Validity.................................... 103
iv
4.2.1. Reflective-reflective second-order construct ................................. 103
4.2.2. Reflective-formative second-order construct ................................ 107
4.2.3. Reliability and Validity of Measurement model ........................... 108
4.3. Assessment of Common method bias ..................................................... 112
4.4. Testing hypotheses by PLS-SEM application ......................................... 112
4.4.1. Mediation analysis ......................................................................... 114
4.4.2. Moderation analysis ....................................................................... 115
CHAPTER 5 - DISCUSSION AND CONTRIBUTIONS ...................................... 118
5.1. Findings of the research........................................................................... 118
5.2. Discussion of the findings ....................................................................... 120
5.2.1. Characteristics of demographic ..................................................... 120
5.2.2. Scale validates of customer experience ......................................... 120
5.2.3. Relationship of EX and EG – mediating and moderating role ..... 121
5.3. Contributions of the research................................................................... 122
5.3.1. Theoretical contributions ............................................................... 122
5.3.2. Practical contributions ................................................................... 124
5.4. Limitations and Future research suggestions .......................................... 126
5.5. Conclusion ............................................................................................... 126
PUBLICATION ...................................................................................................... 128
REFERENCES ........................................................................................................ 129
APPENDIX I: ENGLISH QUESTIONNAIRE ........................................................ xi
APPENDIX II: VIETNAMESE QUESTIONNAIRE ........................................... xvi
APPENDIX III: LIST OF BEAUTY SALONS ..................................................... xxi
APPENDIX IV: LIST OF EXPERTS OF IN-DEPT INTERVIEW ....................... xxv
APPENDIX V: DATA FROM QUANTITATIVE PILOT STUDY .................... xxvi
APPENDIX VI: SCALE ASSESSMENT OF CUSTOMER ENGAGEMENT
BEHAVIOR ....................................................................................................... xxxvii
APENDIX VII. SCALE ASSESSMENT OF CUSTOMER EXPERIENCE ......... xlii
APENDIX VIII. PLS – SEM ................................................................................. xliv
v
LIST OF TABLES
Table 1.1 Classification of beauty services in Vietnam ............................................ 15
Table 1.2 Services offered by beauty establishes ..................................................... 16
Table 2.1 Overview of some important definitions of EX ........................................ 23
Table 2.2. Relevant literature on EX’s dimensions and consequenes ...................... 29
Table 2.3. Overview of some important definitions of EG ....................................... 32
Table 2.4. Relevant literature on EG’s dimensions and antecedences ..................... 35
Table 3.1 Research implementation progress ........................................................... 64
Table 3.2. Summary of demographic variables ........................................................ 67
Table 3.3. “Customer experience” scale ................................................................... 69
Table 3.4. “Customer epistemic motivation” scale ................................................... 71
Table 3.5. “Customer- Firm Identification” scale ..................................................... 71
Table 3.6. “Customer-employee identification” scale .............................................. 72
Table 3.7. “Customer engagement behavior” scale .................................................. 73
Table 3.8 Summary of data collection procedure ..................................................... 74
Table 3.12. Data analysis techniques and purposes for Pilot test ............................. 84
Table 3.13. Synthesis of data analysis methods for the main research ..................... 85
Table 4.1. Discriptive analysis of Sample ................................................................. 99
Table 4.2. ANOVA for Customer experience ......................................................... 101
Table 4.3. Outer loadings of ‘Customer engagement behavior’ scale .................... 104
Table 4.4. Convergent validity of ‘Customer engagement behavior’ scale ............ 105
Table 4.5. HTMT value of ‘Customer engagement behavior’ scale ....................... 105
Table 4.6. HTMT confidence interval of ‘Customer engagement behavior’ ......... 106
Table 4.7. Convergent testing results of ‘Customer experience’ scale .................. 107
Table 4.8. Convergent validity of Constructs ......................................................... 109
Table 4.9 Correlations and Discriminant validity of Constructs ............................ 111
Table 4.10 Path analysis results .............................................................................. 113
Table 4.11. The results of mediation analysis ......................................................... 115
Table 4.12. Summary of Hypothesese test results for Structural model ................. 116
vi
LIST OF FIGURES
................................................................................................................................... 11
Figure 1.1 Categorize services by customer interaction ........................................... 11
................................................................................................................................... 12
Figure 1.2 Quality evaluations for goods and services ............................................. 12
Figure 2.1 Customer experience framework ............................................................. 26
Figure 2.2. Conceptual model of Customer experience ........................................... 27
Figure 2.3. Conceptual model of Customer engagement .......................................... 33
Figure 2.5. Characteristics of the offering and actor focus ....................................... 37
Figure 2.6. Customer-dominant logic of service and service management .............. 38
Figure 2.7. Proposed framework ............................................................................... 44
Figure 3.1. Research framework and hypotheses ..................................................... 59
Figure 3.2. Research procedure ................................................................................. 63
Figure 4.1. Validity testing result of Customer engagement behavior .................. 106
Figure 4.2. Validity testing result of Customer experience ................................... 108
Figure 4.3. Relationships in Path analysis model ................................................... 117
vii
ABSTRACT
The primary purpose of this study is to explain how and when customer experience
benefits the company. Built upon Customer-Dominant Logic, Social Identity theory
and Need for cognition, the study propose that customer experience leads to customer
engagement behavior via two routes: customer-firm and customer-employee
identification. Furthermore, the study advances that customers’ epistemic motivation
negatively moderates the mediated effect of customer experience on customer
engagement behavior. The methodologies used for the research is a combinition of
qualitative and quantitative technique. A survey method was employed for the two
studies by recruiting female consumers of beauty salons in Vietnam. The results
demonstrated that customer experience quality as a measurement for customer
experience applies to the context of the study and provided empirical support for the
hypotheses. This research found that customer experience identification positively
influences customer engagement behavior mediated by customer-firm and customer-
employee identification. Furthermore, this research revealed that customer epistemic
motivation negatively moderates the mediated effect of customer experience on
customer engagement behavior via customer-employee identification. However, the
moderating role of customer epistemic motivation is insignificant for the mediated
relationship via customer-firm identification. Finally, this research offers theoretical
and practical contributions that are elaborated and further discussed.
Keywords: Customer experience, Social identity theory, Customer-dominant logic
theory, Need for cognition theory, customer engagement behavior, beauty service
viii
TÓM TẮT
Mục đích chính của nghiên cứu là giải thích khi nào trải nghiệm khách hàng mang lại
lợi ích cho công ty và cách nó mang lại. Mô hình nghiên cứu được đề xuất từ ba
thuyết đó là Thuyết sự thống trị khách hàng, bản sắc xã hội và nhu cầu nhận thức
trong đó trải nghiệm khách hàng dẫn đến hành vi gắn kết khách hàng thông qua trung
gian sự nhận diện khách hàng-nhân viên và sự nhận diện khách hàng-tổ chức. Luận
án đã kết hợp cả hai phương pháp nghiên cứu định tính và định lượng. Một cuộc khảo
sát đã được thực hiện cho hai nghiên cứu (sơ bộ và chính thức) bằng cách tuyển dụng
những khách hàng nữ của các thẩm mỹ viện tại Việt Nam. Kết quả chứng minh rằng
cấu trúc thang đo trải nghiệm khách hàng có thể áp dụng và hỗ trợ thực nghiệm trong
bối cảnh dịch vụ thẩm mỹ tại Việt nam. Kết quả nghiên cứu cũng cho thấy trải nghiệm
khách hàng ảnh hưởng tích cực đến hành vi gắn kết khách hàng khi có vai trò trung
gian của nhận diện khách hàng-nhân viên và nhận diện khách hàng-tổ chức. Hơn nữa,
nghiên cứu còn chỉ ra rằng động cơ nhận thức điều tiết tiêu cực tới mối quan hệ gián
tiếp giữa trải nghiệm và hành vi gắn kết khách hàng thông qua trung gian nhận diện
khách hàng-nhân viên. Tuy nhiên, vai trò điều tiết của động cơ nhận thức khách hàng
là không đáng kể đối với mối quan hệ gián tiếp qua trung gian nhận diện khách hàng-
tổ chức. Cuối cùng, kết quả nghiên cứu được thảo luận kỹ lưỡng để đưa ra một số
đóng góp cả về lý thuyết và thực tiễn.
Từ khóa: Trải nghiệm khách hàng, Thuyết nhận diện xã hội, Thuyết sự thống trị
khách hàng, Thuyết nhu cầu nhận thức, hành vi gắn kết khách hàng, dịch vụ thẩm
mỹ.
1
CHAPTER 1 - RESEARCH OVERIEW
Chapter 1 is an overview of the research is introduced with the main content: the
research topic and a concise background following by a dilemma statement, research
questions, research objectives, scope and limitations, research context and the
significance and structure of the dissertation.
1.1. Precursors and rationales of the research
Competition in a global market has been increas