Search results

1 – 10 of 25
Article
Publication date: 4 June 2018

Ngoc Luu, Jack Cadeaux and Liem Viet Ngo

The purposes of this study are to examine how contractual and relational governance mechanisms influence total value created in a buyer–supplier relationship and to…

Abstract

Purpose

The purposes of this study are to examine how contractual and relational governance mechanisms influence total value created in a buyer–supplier relationship and to investigate how supplier’s information sharing and information sharing asymmetry between two exchange parties differentially moderate these associations.

Design/methodology/approach

The study is conducted with a sample of 110 buyer–supplier matched dyads in various industries in Vietnam.

Findings

This study confirms that contractual governance and relational governance have curvilinear effects on total relationship value. Governance mechanisms have distinct interactions with supplier’s information sharing and information sharing asymmetry to influence total relationship value.

Research limitations/implications

Future study could expand the sample to various countries to investigate the role of cultural factors in the effects of contractual and relational governance.

Practical implications

This study draws implications for supplying managers about how to govern a relationship with a buying firm with which they are sharing information. It also provides implications about how to use contractual and relational governance to control the effects of supplier’s information sharing and information sharing asymmetry, on total relationship value.

Originality/value

This study extends the information sharing literature by looking into the effect of supplier’s information sharing on both parties’ relationship value. It contributes to the governance literature by investigating curvilinear effects of contractual and relational governance on relationship performance.

Details

Journal of Business & Industrial Marketing, vol. 33 no. 5
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 18 October 2021

Tuyet-Mai Nguyen, Liem Viet Ngo and Gary Gregory

This paper aims to examine the influence of intrinsic motives (self-efficacy, reputation and reciprocity) on online knowledge sharing behaviour. Additionally, this…

605

Abstract

Purpose

This paper aims to examine the influence of intrinsic motives (self-efficacy, reputation and reciprocity) on online knowledge sharing behaviour. Additionally, this research investigates the moderating role of individual innovation capability and top management support.

Design/methodology/approach

The methodology adopted was a questionnaire survey of employees working in Vietnamese telecommunications companies. A total of 501 employees completed a self-administered anonymous survey using a cross-sectional design. Confirmatory factor analysis and ordinary least squared – based hierarchical regression was used to test the conceptual framework.

Findings

Self-efficacy, reputation and reciprocity significantly impact online knowledge sharing behaviour. Specifically, self-efficacy has an inverted U-shape association while reputation and reciprocity have a positively, returns-to-scale association with online knowledge sharing behaviour. Individual innovation capability moderates the effect on these associations as does top management support, but to a lesser extent.

Research limitations/implications

Data were obtained at a single point in time and self-reported. Furthermore, this study was conducted in a specific industry in Vietnam, i.e. telecommunications, which limits the generalisability of the research.

Practical implications

Organisations need to create a favourable environment for online knowledge sharing to foster reciprocal relationships and interpersonal interactions of employees. Encouraging and rewarding employees to actively engage in knowledge exchange will help facilitate reciprocal online knowledge sharing behaviour.

Originality/value

This study contributes to knowledge-sharing behaviour by uncovering an inverted U-shape association and positively, returns-to-scale associations between intrinsic antecedents and online knowledge sharing behaviour. Additionally, individual innovation capability was an important moderator which has been overlooked in past research.

Details

Journal of Knowledge Management, vol. 26 no. 1
Type: Research Article
ISSN: 1367-3270

Keywords

Article
Publication date: 26 October 2018

Thi Nguyet Que Nguyen, Liem Viet Ngo, Gavin Northey and Christopher Agyapong Siaw

Drawing upon the resource-based view of the firm, this paper aims to develop and empirically validate a model that examines the relationships between technical knowledge…

Abstract

Purpose

Drawing upon the resource-based view of the firm, this paper aims to develop and empirically validate a model that examines the relationships between technical knowledge management infrastructure (TKMI), social KM infrastructure (SKMI) and competitive advantage provided by KM (CAPKM). The authors argue that KM process capabilities account for the direct effects of TKMI and SKMI on CAPKM.

Design/methodology/approach

The study used partial least squares —structural equating modelling (SEM) to empirically test the hypotheses using a sample of 251 firms from an emerging economy. The results were then confirmed using the bias-corrected bootstrap procedure. The study also conducted two robustness checks including examining a competing moderation model and performing fuzzy-set qualitative comparative analysis (fsQCA), a set–theoretic method that examines how causal conditions combine into all possible configurations of binary states to explain the desired outcome.

Findings

The findings show that TKMI and SKMI have positive effects on CAPKM. In addition, KM process capabilities mediate the direct effects of TKMI and SKMI on CAPKM.

Originality/value

This paper complements and advances previous research in several ways. Firstly, the paper develops a conceptual model that depicts the interrelationships between TKMI, SKMI, KM process capabilities and CAPKM. Secondly, this paper suggests the critical role of the “action” component (i.e. KM process capabilities) that capitalises on the KM resources in the creation of CAPKM.

Article
Publication date: 22 June 2021

Oanh Dinh Yen Nguyen, Jenny (Jiyeon) Lee, Liem Viet Ngo and Tran Ha Minh Quan

The purpose of this study is to explore how emotions felt by the public during a crisis influenced consumer loyalty intention and negative word-of-mouth (WOM). Considering…

Abstract

Purpose

The purpose of this study is to explore how emotions felt by the public during a crisis influenced consumer loyalty intention and negative word-of-mouth (WOM). Considering the context-specific nature of emotions, the existing crisis emotions were further validated in a product consumption situation. Drawing on the theories of attribution and social sharing, a conceptual model, positing that crisis-specific emotions [attribution-independent, external-attribution-dependent (EAD) and internal-attribution-dependent (IAD) emotions] influenced negative WOM through behavioural intention, was constructed and empirically tested.

Design/methodology/approach

Data was collected from 240 Vietnamese consumers by using a scenario-based survey related to a fictional milk crisis.

Findings

The study findings showed that all but one crisis emotion had negative effects on both WOM and loyalty intention. Of these emotions, EAD and IAD were the strongest predictors of negative WOM and behavioural intention, respectively. It was also found that all crisis emotions significantly affected negative WOM through behavioural intention.

Originality/value

Although some efforts have been made to identify crisis emotions, the validity of the existing scales have not been affirmed in other crises related to product consumption situations. The results of the present study, thus, made contributions by enhancing an understanding of crisis emotions and their impacts on consumer loyalty intention and WOM communications.

Details

Journal of Product & Brand Management, vol. 31 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 29 July 2020

Pham Hung Cuong, Oanh Dinh Yen Nguyen, Liem Viet Ngo and Nguyen Phong Nguyen

This study aims to use social exchange theory and the principle of reciprocity in proposing a theoretical model to examine the essential but unexplored unique roles of…

1136

Abstract

Purpose

This study aims to use social exchange theory and the principle of reciprocity in proposing a theoretical model to examine the essential but unexplored unique roles of individual customer equity drivers (CEDs) and their contribution to brand loyalty. This study identifies a reciprocity pathway in that brand equity, which mediates the linkage between relationship equity and brand loyalty. This study further posits that the linkage between relationship equity and brand equity is contingent on value equity. The authors then incorporate value equity as a moderator upon which the interrelationships among CEDs and brand loyalty may vary.

Design/methodology/approach

A sample consisted of 2,268 shoppers in a metropolitan city in Vietnam.

Findings

Relationship equity significantly determines brand loyalty through the moderating effect of value equity and the mediating effect of brand equity. Interestingly, these relationships are diverse across different experiential types of consumers.

Research limitations/implications

This study contributes to a better understanding of why and when value equity, brand equity and relationship equity trigger brand loyalty. Brand equity and value equity are the two underlying mechanisms that establish a moderated mediation model between CEDs and brand loyalty. The findings of this study show that experiential consumers are not created equals. The strength of the relationships between CEDs and brand loyalty differ among the five clusters of experiential consumers.

Practical implications

This study reveals the critical relationships between the three components of customer equity in the supermarket industry. The findings provide concrete direction for managers and marketers to be more effective in allocating resources, tailoring their marketing strategies and, accordingly, promoting brand loyalty of different types of consumers.

Originality/value

This study reveals the underlying modus operandi that explains the reciprocity effects of CEDs and the contingency role of brand experience on the CEDs–loyalty link. This study shows that brand equity fosters and sustains the reciprocity generated when consumers perceive a high level of relationship equity, serving as a mediator between relationship equity and brand loyalty. Importantly, value equity is an important moderator for strengthening this reciprocity effect. Furthermore, this study identifies a typology of experience-focussed consumers and shows that the CEDs–loyalty link significantly varies by these types of experiential appeal that characterise the consumers.

Details

European Journal of Marketing, vol. 54 no. 9
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 12 September 2016

Ngoc Luu, Le Nguyen Hau, Liem Viet Ngo, Tania Bucic and Pham Hung Cuong

This study is embedded in social exchange and transaction cost theories. The purpose of this paper is to compare the relative importance of process value and outcome value…

1164

Abstract

Purpose

This study is embedded in social exchange and transaction cost theories. The purpose of this paper is to compare the relative importance of process value and outcome value in building affective and cognitive relationship strength and to compare the relative effects of each type of relationship strength on attitudinal and behavioral loyalty.

Design/methodology/approach

This empirical study features a quantitative approach. The sample comprises 167 business-to-business (B2B) customers of a large transportation and logistics company in Vietnam.

Findings

Process value and outcome value have different effects on affective relationship strength. The effect of process value is greater than that of outcome value. In addition, cognitive strength has a stronger impact on both attitudinal and behavioral loyalty than affective strength.

Research limitations/implications

These insights extend extant literature regarding the process and outcome components of the service assessment. Further studies also should use a cross-industry, cross-country sample to examine the potential moderating effects of country- or industry-specific factors. These findings show B2B managers how to make appropriate resource allocation and investment decisions to enhance relationship strength and resulting customer loyalty.

Originality/value

To clarify the links among customer value, relationship strength and customer loyalty, this study examines the relative importance of rational and non-rational factors (i.e. process value vs outcome value and affective strength vs cognitive strength) for relationship performance. Unlike most prior research, this study is set in the B2B context of a developing country.

Details

Journal of Services Marketing, vol. 30 no. 6
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 14 November 2017

Jenny (Jiyeon) Lee, Paul G. Patterson and Liem Viet Ngo

In today’s global marketplace, the mantra of many service firms is enhanced efficiency and productivity. To increase their bottom line, firms must also expand revenue…

2528

Abstract

Purpose

In today’s global marketplace, the mantra of many service firms is enhanced efficiency and productivity. To increase their bottom line, firms must also expand revenue. They thus face the challenge of ways to increase revenue through customer satisfaction while also achieving productivity gains. The current study aims to offer insight into the role of various resources that encourage frontline employees (FLEs) to become engaged in the pursuit of achieving organisational goals, ultimately enhancing service productivity and customer satisfaction.

Design/methodology/approach

A total of 252 customer-FLE dyadic data were collected at a medium-sized retail bank in Ho Chi Minh City, Vietnam.

Findings

Results show that personal (self-efficacy) and organisational resources impact FLE productivity directly and indirectly through employee engagement. Importantly, service productivity is then positively associated with customer satisfaction.

Research limitations/implications

Extending previous investigations based on the job demands-resources model and theories of self-efficacy and conservation of resources, this study’s findings empirically support anecdotal accounts of the positive productivity–customer satisfaction relationship.

Practical implications

The results also highlight the importance of the management of human and organisational resources to attain this two-pronged goal.

Originality value

Using dyadic data (customers and FLEs) collected at a medium-sized retail bank, the authors refute the trade-off effect between attaining employee productivity and customer satisfaction in the service industry. This paper further fills research need to study how various resources available to FLEs can achieve desirable organisational outcomes in service firms – the improvement of both service productivity and customer satisfaction.

Details

European Journal of Marketing, vol. 51 no. 11/12
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 8 April 2019

Jake An, Liem Viet Ngo, Mathew Chylinski and Quan Tran

Despite the fact that prosocial motivation is related to word of mouth (WOM), few studies have been conducted to investigate the psychological and behavioral processes…

Abstract

Purpose

Despite the fact that prosocial motivation is related to word of mouth (WOM), few studies have been conducted to investigate the psychological and behavioral processes that mediate the two constructs. This study aims to explore customers’ relational interactions, specifically customer-to-employee interaction (via customer participation), customer-to-customer interaction and customer-to-brand interaction (via brand commitment), as mediators of the prosocial motivation–WOM linkage. Specifically, this paper examines the serial mediation model, in which prosocial motivation increases customer participation and customer-to-customer interaction, which in turn increase brand commitment and WOM sequentially.

Design/methodology/approach

This study collected survey data from two different samples, including higher degree research education and fitness gym services (highly interactive, people-processing service contexts), and used partial least square method to analyze the multiple serial mediations.

Findings

The results of this study show two serial mediating processes through which prosocial motivation influences WOM: 1. prosocial motivation → customer participation → brand commitment → WOM; and 2. prosocial motivation → customer-to-customer interaction → brand commitment → WOM.

Practical implications

The findings provide managerial insights into how marketers can foster a more interactive service environment to encourage prosocial customers to engage in WOM more effectively.

Originality/value

This study contributes to the literature on services WOM by illustrating the behavioral and psychological processes that underlie the effect of prosocial motivation on WOM.

Details

Journal of Services Marketing, vol. 33 no. 2
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 26 July 2019

Liem Viet Ngo, Nguyen Phong Nguyen, Kim Thien Huynh, Gary Gregory and Pham Hung Cuong

Internal branding efforts are essential in improving employee performance in services marketing. Drawing on reformulation of attitude theory, this paper aims to contribute…

1049

Abstract

Purpose

Internal branding efforts are essential in improving employee performance in services marketing. Drawing on reformulation of attitude theory, this paper aims to contribute to the internal branding literature by positing that while internal brand knowledge (IBK) is essential for transforming brand vision into brand reality, it is not brand knowledge per se but its integration with other brand- and customer-related aspects that drive superior employee performance. In particular, this paper develops a cognitive-affective-behaviour model of internal branding proposing that IBK results in higher levels of employee brand identification (EBI); this sense of identification then motivates employees to engage in both employee-related and brand- and customer-focussed behaviours (i.e. brand citizenship behaviour [BCB] and customer-oriented behaviour [COB]), which in turn foster employee performance.

Design/methodology/approach

The hypotheses were empirically tested using a sample of 697 from services industry in Vietnam.

Findings

The findings indicate a sequential mediation model in that employee brand knowledge affects employee performance (both objective and subjective measures) through EBI, BCB and COB. Employee brand knowledge results in higher levels of EBI; this sense of identification then motivates employees to engage in employee-related brand and customer-focussed behaviours (BCB and COB), which in turn foster employee performance.

Practical implications

Firms should understand that IBK may not directly result in high levels of service performance, and instead should embrace the culture of self-driven positive brand-connection attitudes that motivate employees to engage in BCB and COB that are consistent with their sense of self.

Originality/value

This study makes a unique contribution to the internal branding literature by unravelling a pathway that integrates employees’ self-related psychological mechanism (EBI) and employee-related brand and customer-focussed behaviours (BCB and COB) through which employee brand knowledge is converted into employee performance.

Details

Journal of Product & Brand Management, vol. 29 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 24 September 2021

Rawi Roongruangsee, Paul Patterson and Liem Viet Ngo

The inherent characteristics of professional services (i.e. high in credence properties, customized and featuring information asymmetry) often cause difficulties for…

Abstract

Purpose

The inherent characteristics of professional services (i.e. high in credence properties, customized and featuring information asymmetry) often cause difficulties for clients to confidently evaluate technical outcomes before, during or even after service delivery. This results in considerable client psychological discomfort. This study aims to blend a revised social interaction model and uncertainty reduction theory to investigate the role that service provider’s interpersonal communication style plays in establishing client psychological comfort and satisfaction in a health-care context.

Design/methodology/approach

The study draws on cross-sectional data collected from 355 hospital patients following visiting a physician plus an experimental design in an Eastern culture (Thailand).

Findings

The study reveals three key findings. First, an affiliative communication style is positively associated with psychological comfort, but not so a dominant communications style. When both styles are presented, the high-affiliative style overshadows the low-dominant style and creates the highest psychological comfort. Second, clients’ perceptions of professional’s affiliative and dominant styles influence psychological comfort differentially under varying conditions of clients’ cognitive social capital, collectivist value-orientation but not service criticality. Third, a competing model suggests psychological comfort acts as a partial mediator between affiliative communication style and satisfaction.

Research limitations/implications

To generalize the findings, further studies might be conducted in other professional services and in individualist Western cultures.

Practical implications

The findings have important managerial implications for the appropriate use of communication style to build psychological comfort and engage clients of professional services firms.

Social implications

The findings shed light on the important role of an everyday social function – interpersonal communications and how this impacts client psychological comfort and satisfaction.

Originality/value

This is one of the few studies in a services context that examines the impact of professionals’ communications style. Moreover, it examines the impact of cultural value-orientation, cognitive social capital, service criticality in moderating the communications style – client psychological comfort relationship.

Details

Journal of Services Marketing, vol. 36 no. 3
Type: Research Article
ISSN: 0887-6045

Keywords

1 – 10 of 25