NEU    Tiếng Việt    English
Thông báo

Seminar: How do service enterprises exploit value co-creation from customers? Evidence from Vietnam

Ngày đăng: 28/09/2020 15:50:30

National Economics University
E-PhD Program Seminar Series

How do service enterprises exploit value co-creation from customers?
Evidence from Vietnam

by

Tran Thi Bich Hanh
Lecturer cum Coordinator of MBA program
Vietnam Japan University, Vietnam National University, Hanoi

  Time and venue:
Date: Tuesday, 29 September 2020
Time: 4.30PM – 5.30PM
Venue: Room 15.01, Building A1, National Economics University

Abstract
The advancement of technology accompanied by an intense competition in the economy results in necessary changes in business management. Recently, models of value co-creation have been accentuated to be crucial for firms to create desirable values (Lambert & Enz, 2012; Zwass, 2010), and customers have been identified as a particularly significant contributor that firms should effectively exploit (Merz et al., 2018; Ple, 2016). This suggests that an insight into customers’ involvement in value co-creation process, the prominent mechanisms involved, and the favorable conditions for the process will be a timely response to the new economic situation and therefore becoming beneficial for companies, specifically the service firms operating in emerging economies with a growing market competition.  This study attempts to investigate the mediating roles of customerization capability, service capability of service firms in the relationship between customer value co-creation behaviors and customer perceived values. It also aims to evaluate the moderating roles of level of technologization and relationship marketing orientation in the relationship between customer value co-creation behaviors and capabilities of service firms. The data were collected from service firms in Vietnam through surveys. The empirical results confirmed customerization capability and service capability as the two significant mechanisms for customer perceived values. Moreover, relationship marketing orientation of service firms serves as a significant moderator in the effect of customer participation behavior on customerization capability, yet relationship marketing orientation is not a significant moderator for service capability. Surprisingly, level of technologization does not significantly moderate for both customerization capability and service capability. As the very early research evaluating the mediating roles of customerization and service capability in the linkage between customer value co-creation behaviors and customer perceived values as well as testing the moderating roles of level of technologization and relationship marketing orientation, the study advances the breadth of knowledge of phenomenon of value co-creation in enterprises. With the empirical results, the study offers useful managerial implications for service companies in an effort to effectively manage value co-creation processes.

About presenter
Dr. Tran Thi Bich Hanh is a Faculty of Business Administration, Department of Business Administration at Vietnam Japan University, Vietnam National University, Hanoi, Viet Nam. Her research interests include behavioral marketing, branding, relationship marketing, and internal marketing. Her articles appear in Social Behavior & Personality, Journal of Management & Organization, Total Quality Management & Business Excellence, Psychology & Marketing, and Journal of Happiness Studies.

About series
This seminar series is part of the E-PhD Program at National Economics University. It targets PhD students, early-career researchers, and senior faculty who are interested in doing research in the areas of economics, business, management, and other inter-disciplinary fields of social science. The series is a platform for the wider research community to exchange ideas, networks and collaborations.

Contact details
Bach Ngoc Thang
Seminar series coordinator
Room 15.04, Building A1
Institute for Sustainable Development
National Economics University
207 Giai Phong Road, Hanoi, Vietnam
M: +84 35 443 1750
E:  bnthang@gmail.com, or thangbn@neu.edu.vn
W: http://isd.neu.edu.vn/



Trang chủ | Tin tức | Thông báo | Lịch tuần | Tuyển sinh | Hợp tác |

VIỆN PHÁT TRIỂN BỀN VỮNG
Địa chỉ: Phòng 1503, Nhà A1, Trường Đại học Kinh tế Quốc dân, 207 Giải Phóng, Hà Nội.
Điện thoại: (84) 24.36280280/6550; 6551 - Website: http://isd.neu.edu.vn - Email: isd@neu.edu.vn