Ấn phẩm:
Marketing culture as a driver of customer financial value: investigating willingness to pay in the tourism sector
Nhan đề song song
Tác giả
Le Thi Kieu Anh PhD.
Vo Tran Hai Linh MSc.
Vo Tran Hai Linh MSc.
Người hướng dẫn
Tác giả khác
Năm xuất bản
2026
Nhà xuất bản
Học viện Tài chính
Tóm tắt
The study examines the impact of three aspects of marketing culture on customer retention behavior and willingness to pay in domestic tourism in Vietnam. The three aspects examined include service quality, personal relationships, and innovativeness. Data from 420 Vietnamese domestic tourists in 2025 were analyzed using a linear structural model linear structural model based on covariance with 21 observed variables on a 5-point Likert scale. The results support all four hypotheses: service quality has the strongest impact on customer retention (β = 0.432), followed by personal relationships (β = 0.251) and innovativeness (β = 0.127, p = 0.028); customer retention has the largest impact on willingness to pay (β = 0.607), explaining 54.1% of the variance. The study contributes evidence that retention behavior has a stronger conversion process to willingness to pay than mere satisfaction attitude, extending Homburg et al. (2005) from attitude to behavior; simultaneously testing innovativeness at the individual retention level in domestic tourism for the first time.
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vie
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Tài liệu chủ
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Chủ đề
marketing culture , customer retention , willingness to pay , Vietnam tourism
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