TAILIEUCHUNG - The dissertation of economic doctor: Does customer experience always benefit service companies? Examining customers’ epistemic motivation and interaction with service contexts

The primary purpose of this study is to explain how and when customer experience benefits the company. Built upon Customer-Dominant Logic, Social Identity theory and Need for cognition, the study propose that customer experience leads to customer engagement behavior via two routes: customer-firm and customer-employee identification. | MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY - VU THI MAI CHI DOES CUSTOMER EXPERIENCE ALWAYS BENEFIT SERVICE COMPANIES EXAMINING CUSTOMERS EPISTEMIC MOTIVATION AND INTERACTION WITH THE BEAUTY SERVICE CONTEXTS THE DISSERTATION OF ECONOMIC DOCTOR Ho Chi Minh city 2022 MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY - VU THI MAI CHI DOES CUSTOMER EXPERIENCE ALWAYS BENEFIT SERVICE COMPANIES EXAMINING CUSTOMERS EPISTEMIC MOTIVATION AND INTERACTION WITH THE BEAUTY SERVICE CONTEXTS Major Business Administration ID 9340101 THE DISSERTATION OF ECONOMIC DOCTOR Academic advisors Assoc. Prof. TRAN HA MINH QUAN Ho Chi Minh city 2022 DECLARATION OF AUTHENTICITY I would like to declare that the thesis Does customer experience always benefit service companies Examining customers epistemic motivation and interaction with service contexts is my own and conducted with the instruction and advice of Assoc. Prof. Tran Ha Minh Quan. Apart from the acknowledged references there are no any materials previously published or written by another authors or has not been previously submitted to any other educational and research programs or institutions. I take full responsibility for the legality of the whole scientific research process of this dissertation. Vu Thi Mai Chi i ACKNOWLEDGMENTS First and foremost I am sincerely acknowledging the managing boards of Industrial University of Ho Chi Minh City IUH and University of Economics Ho Chi Minh City UEH for offering me the chance of studying PhD and financially supporting my study. I would like to thank my supervisor Assoc. Prof. TRAN HA MINH QUAN makes me a better reader a better thinker and a better writer. His constant guidance invaluable suggestions and deep research insights have immensely shaped this study. This dissertation would never have been written without their kind and patient assistance. I am also very grateful to Assoc. Prof. NGO VIET LIEM for his help with the .

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