Firm operant resources, employee’s customer-oriented behavior and customer participation to co-create value in short-course training service

Based on the service-dominant logic perspective in marketing, this study develops a model addressing the extent of customer’s participation to co-create value in education service. Explanatory factors include the firm’s operant resources and customer oriented behavior of frontline staff (i.e., in...

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Bibliographic Details
Published in:Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Khoa học Xã hội
Main Authors: Hồ Hoàng Diệu, Phạm Ngọc Thúy
Format: Article
Language:English
Published: HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE 2015-11-01
Subjects:
dịch vụ đào tạo ngắn hạn
hành vi hướng tới khách hàng của nhân viên
nguồn lực tương tác
sự tham gia của khách hàng
Online Access:https://journalofscience.ou.edu.vn/index.php/soci-vi/article/view/828
Description
Summary:Based on the service-dominant logic perspective in marketing, this study develops a model addressing the extent of customer’s participation to co-create value in education service. Explanatory factors include the firm’s operant resources and customer oriented behavior of frontline staff (i.e., instructors). The model was tested on a sample of 220 instructors of short training courses in HCMC. Results show that firm’s operant resources strongly affect customer’s participation and customer oriented behavior of frontline staff which in turn, significantly affects customer’s particiaption. Discussions and implications have been presented accordingly.
ISSN:2734-9349
2734-9616

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