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Revisiting Customer Complaint Intention: A Case Study of Mobile Service Users in Vietnam
Liem Thanh NGUYEN,Minh Hoang DANG,Thu Duyen TAT,Dinh Gia Trung TRAN 한국유통과학회 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.9
In the mobile industry, customer complaints play a significant role in retaining customer loyalty to the services provided. Thanks to user complaints, mobile service providers can effectively identify problems and then propose solutions to adapt or improve their services. Hence, it’s critical to understand the relationship between consumer complaints and satisfaction with mobile services. While several studies have shown that customer satisfaction is an intermediary variable that explains customer complaint intention, there have been few studies on the relationship between pre-determinants of their satisfaction, leaving a gap in our understanding of customer complaint intention. To demonstrate an in-depth approach to this matter, authors revisit justice theory and suggest trust and perceived responsibility variables be combined into a research model. A cross-section survey was conducted to collect data from 265 mobile services users of the three biggest mobile service providers in Kien Giang Province, Vietnam. This study employed Structural Equation Modeling (SEM) method to analyze the samples collected. The result showed that customer complaint intention is affected by distributive justice, interactional justice, trust but not procedural justice. Additionally, the moderating role of the perceived responsibility variable to the relationship between customer satisfaction and complaint intention is also proved.
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The Impact of Buzz Marketing on Customer E-WOM Intention: An Empirical Study in Vietnam
Chi Minh LE,Minh Hoang DANG,Dinh Gia Trung TRAN,Thu Duyen TAT,Liem Thanh NGUYEN 한국유통과학회 2022 The Journal of Asian Finance, Economics and Busine Vol.9 No.2
Customers’ perceptions of information about a company’s products or services have altered as a result of the development of ICT and social networks. This gives rise to a fact that buzz marketing, which is a marketing technique employed commonly in today’s business and communication, has a significant impact on customers’ electronic word of mouth intention (e-WOM). However, very few studies about this issue have been conducted so far, which reveal a gap in understanding buzz marketing from an academic perspective. Based on the results of a cross-sectional survey in Binh Duong city, this study investigates the efficiency and effect of buzz marketing on customers’ e-WOM intention through mediating variables of message credibility. Data from 367 time-lagged individual samples were collected and analyzed by the structural equation modeling method (SEM). Results showed that creativity, clarity, and humor variables have a positive relationship with message credibility and then impact the intention to conduct e-WOM of social networks’ users. Marketing campaigns employing the buzz technique should be launched with easy-to-understand and entertainable messages. Findings from this study also provide managers with a scientific understanding of buzz marketing and the effectiveness of this technique as well as reveal the potential for future studies to explore further in this area.
ScienceON
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