Predicting customer engagement behaviour: the mediating role of hotel functional quality in the Vietnamese hotel industry
by Gamal S.A. Khalifa; Nguyen Vu Hieu Trung; Md Sazzad Hossain
International Journal of Services and Operations Management (IJSOM), Vol. 43, No. 3, 2022

Abstract: The study's purpose is to examine the relationships between customer-to-employee interaction (CEI), customer involvement (CI), optimal distinctiveness (OD), functional quality (FQ) and customer engagement behaviour (CEB) in the Vietnamese hotel industry. The research conducted a quantitative survey, which targeted hotel customers and had managed to yield 389 valid responses. The research applied structural equation modelling-partial least square (SEM-PLS) to justify the validity of the model following Smart PLS-3. The findings of the study have shown that CEI, CI, and OD significantly impact FQ. CEI, CI, and OD also significantly impact CEB through FQ. Finally, FQ significantly impacts on CEB. This study acknowledges the value of customers, which affirms the regional need for skilled employee to achieve hotel goal. These research findings strongly argued for more engagement programs in the departments, since the persistent lack of the appropriate skills mix poses challenges and has serious implication for hotel managers.

Online publication date: Wed, 16-Nov-2022

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