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Dimensions of luxury service personal values in Confucian culture – Scale development and validation - NCS. Nguyễn Thị Cẩm Lệ

  • 03/06/2022
  • Tên luận án: Dimensions of luxury service personal values in Confucian culture – Scale development and validation
    Ngành: Quản trị kinh doanh
    Mã ngành: 9340101
    Nghiên cứu sinh: Nguyễn Thị Cẩm Lệ
    Mã số nghiên cứu sinh: PBAIU16006
    Người hướng dẫn: PGS.TS. Võ Thị Qúy
    Cơ sở đào tạo: Trường Đại học Quốc tế, Đại học Quốc Gia TP. HCM
    1. Tóm tắt luận án 
    Firstly, the conceptualization of the Luxury SPV of the current study reflecting customers’ personal values for luxury service consumption in Confucian culture, contributes to both literature works of values relevant to business research and the field of service marketing by explicating that personal value is the focal psychological connection between customers and luxury service consumption.
    In addition, the newly developed scale, LUXSPV, provides researchers with a tool to quantitatively measure the customers’ attainment of the end-states for luxury service consumption, which are conveyed through the measurable concept of personal value. Especially, among the 4 components of the LUXSPV scale, 2 new components including “experienced life” and “self-enhancement”, are significant contributions to the theory. These new component reflect the crucial motives to maximize the positive self-view of customers. It means that Confucian customers tend to value themselves towards intrinsic rather than extrinsic values for luxury service consumption. 
    Moreover, the research findings also contributed to the extant literature on the ‘luxury’ concept by clarifying that the ‘real luxury’ element is not what the customers can touch but what they can feel in expressing their personal values. Thus, personal values reflecting beliefs or feeling influence how consumers evaluate luxury services consumption.
    Besides, while prior research on personal values is mainly framed in the Western cultural context, the current study extends those works to Confucian culture in Vietnam which is limited in extant research. Accordingly, compared with non-Confucian countries, the unique characteristics of Confucian culture drive consumers’ decision – making process. Therefore, the current study provided novel Confucian cultural insights into both personal values research and the luxury service sector.
    Finally, the current study sheds some light on the distinction between the personal values – ‘end’ and luxury values – ‘means’ of the means-end chain in the customers’ cognition of the luxury consumption.
    2. Những kết quả mới của luận án 
    This study has practical implications for marketers by revealing and quantifying the psychological aspect of individual customers associated with luxury service consumption. The managerial implications of this study for luxury service practitioners may increase their competitiveness in attracting Confucian customers by focusing on both individual aspects and Confucian dynamism.
    Moreover, the LUXSPV scale reflects Confucian the customers’ preferences on the personal values for luxury service consumption. It signifies that customers are more passionate about spiritual than physical values and desire for sustainable inner values, which are seen as the basis of their choice. Hence, the luxury services providers should develop effective marketing strategies to meet these requirements.
    Additionally, the specific categories of the LUXSPV scale gives service providers specific information to deliver luxury services with the appropriate attributes. This finding implies that luxury service practitioners in Confucian culture should focus primarily on creating more differentiated and personalized customer experiences than any other factor.

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