The Effect of Perceived Value on Customer Engagement with the Moderating Role of Brand Image: A Study Case in Vietnamese Restaurants
Hai Quynh Ngo1, Thanh Hoai Nguyen2, Gi-Du Kang3
1Hai Quynh Ngo,Korea-Vietnam Friendship Information Technology College, Tran Dai Nghia, Da Nang, Viet Nam.
2Thanh Hoai Nguyen, Korea-Vietnam Friendship Information Technology College, Tran Dai Nghia, Da Nang, Viet Nam.
3Gi-Du Kang, Department of Business Administration, Soongsil University, Sangdo-Ro, Dongjak-Gu, Seoul, Korea.
Manuscript received on 15 May 2019 | Revised Manuscript received on 22 May 2019 | Manuscript Published on 10 July 2019 | PP: 451-461 | Volume-8 Issue-7C2 May 2019 | Retrieval Number: G10970587C219/19©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open-access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Customer engagement (CE) has become an exciting new topic and widely discussed among the practitioners and academics. The objective of this study is to supply a new higherorder model of CE that can explain the nature of CE. Therefore, an understanding of the influence of CE is explored in the context of restaurant service in Vietnam. A survey of 517 customers who have enjoyed at restaurants provided data for assessing the model. Data analysis was done using SPSS 21 and AMOS 21, using the Structural Equation Modeling (SEM). The results demonstrate that perceived value is the strongest determinant of CE, followed by service quality. In contrast, the results also illustrate that CE is not affected by customer involvement. Brand image consider as a moderating factor that weakens the relationship between CE and customer loyalty. In addition, the income level of the customer also affect differently to the relationship between CE and related structures. However, this study does not focus on examining the impact of CE’s antecedents on its dimensions.
Keywords: Customer Engagement; Perceived Value; Brand Image; Loyalty; Service Quality.
Scope of the Article: Big Data Analytics and Business Intelligence