Luận án tiến sĩ: Dimensions of luxury service personal values in confucian culture – scale development and validation

(AL AA NGUYEN THI CAM LE Student ID: PBAIU16006 DOCTORAL DISSERTATION DIMENSIONS OF LUXURY SERVICE PERSONAL VALUES IN CONFUCIAN CULTURE - SCALE DEVELOPMENT AND VALIDATION HO CHI MINH CITY, September 2022 (ALA ALLL VIETNAM NATIONAL UNIVERSITY, HCMC INTERNATIONAL UNIVERSITY APPROVED BY: Supervisor Independent reviewer Assoc. VO THI QUY Prof. VO TRONG HOAI Assoc. HOANG THI PHUONG THAO TABLE OF CONTENTS LIST OF ABBREVIA'TIOINS.

5-5-5 << nga Y LIST OF TA BLES. 5Ÿ << 55 S5 S333 t3 303 1 11 0404030311111 se vii LIST OF FIGURES. Tọa ix ACKNOWLEDGMEENNT. ---- ¿- + xxx S3 ST HT TT HH TT HH hư 1 1.

Research gap BE. nh n HT Hàn HT Hàn Hàn Tàn 6 1. Research design and methodOolOgy. ch HH TH HH HH 7 1.

Significance of the Study. ch HT như 10 1. Organization of the dissertation CHAPTER 2. Self-concept theory.

Social comparison theory. Means — End chain theory. c5 tt nh ngư 16 2. LUXULY OVELVICW oe.

Definition of ÏUXUIFY.-- - + 1S TT TT TH TT HH HH 19 2. Luxury hospitality S€TVIC€S. Personal values in marketing. Personal values OV€TVICW.

¿+ kh T HH HH ngư 26 2. Personal values of service consumption in Means — End chain model. Construct of Service Personal Values (SPV). Defining the SPV cOnSTUCẨ.

Measuring the SPV construct. Application of the SPV construct in recent research. Confucian cultural difference from Western countries in customer perspective 2. Confucian cultural impact on consumer perSp€CfIVe.

Confucian cultural effects on luxury consump(ION. Underlying and defining Luxury SPV construct of luxury service consumption 1n Confucian CuUÏfUTC. ¿+ tk SE ST TT TT HT The 47 2. Measurement perspective in social SCÏCIC€S.

Generic steps for scale deVeÌopImef. Scale development process of LUXSPV scale for the Luxury SPV construct —. Research paradigm — A mixed — method approach .- cành nH TT TH TH TH Thành rry 64 3. có th nh nh nH TH HH nàn Hàn rry 68 3.

9111 1211 1 1 11 TH TH TH TH TH TH TH TH TH TH Tư 73 CHAPTER 4. QUALITATIVE RESEARCH AND FINDINGS. 75 PHASE| Construct definition and content domain (STUDY I). Focus group điSCUSSIOIS .- - ch vn như 76 44.

Analysis and NNỚNG. Step 1 — The domain of the Luxury SPV construct. Service values to experiential lIÍS-. Service values to social feCOgTIIẨÏO.

Service values to social integration. Service values to self-enhancement. Service values to Face-saving consciousness. Step 2 — Item generation.

1191181 1211 1 1 111g TH TH TT T HT TH TH TH 95 CHAPTER 5. QUANTITATIVE RESEARCH AND THE SCALE OF LUXURY SERVICE PERSONAL VALUES CONSTRUCTT. PHASE 2 Judging measurement items (STUDY 2) .-- -- 96 Step 3 — Content adequacy aSS€SSIT€TI. PHASE 3 Refining the scale (STUDY 3, Analysis sample).

101 Step 4 — Exploratory anaÌSS. ¿+ + kkShnnnTHTn HT TH TT HH 101 5. PHASE4 Finalizing the scale (STUDY 4, Validation sample). 106 Step 5 — Confirmatory analysis.

--- ch nh nh nh nàn nhện 106 Step 6 — Reliability tesfing. - -¿- + ng TH HT HH re 108 Step 7 — Validity testing. ccc tàn HT HH HT HT TH HH TH trệt 109 Step 8 — Replication of the scale (STUDY Š). DISCUSSION OF RESULTS, CONTRIBUTION AND LIMITATION OF RESEARCH.

Discussion of research results. The LUXSPV scale disCusSiOn.2 Discussion on Confucian cultural impact on the LUXSPV scale. -- ¿+ + St TH TT re 134 6. Limitations and future r€s€arCH.

Qualitative research FSUÏ(S. Focus group confirmation leff€T. Focus group participant consent form. Focus group discussion protocol Appendix 1.

Focus group evaluation form. Physician focus group participant demographics. Summary of codes in focus group analysis. Quantitative research questionnaire.

Translation equivalence r€SuÏfS.--¿- ¿+ 5+cscex‡zrerererexexex M Appendix 2. Expert judgement fOrim. --- + ¿+ + Ek*#kEEEEEEkrkrkrrrrkrkrkee O Appendix 2. Validating scale qu€sfIOnTIAITC.

Replication scale queS{IOnTIAITE. Expert judgement r€suÏ{S.-<--5<<=5<<ss<<ssssseesessssessez Y APPENDIX 4. Exploratory analysis results .-----<-es<<s<<eseesesssseesez BB Appendix 4. Frequency of the analysis and validation sample.

Frequency of replication sample .-- ‹- ¿+ + c+s‡++x+v£erexexexe+ BB Appendix 4. EFA outputs of eliminating items process from the initially proposed SCA Co. EFA outputs ofthe final four — factor solution of analysis sample. EFA outputs of replication sampÌe.- ‹- -- ¿+ csssx+xsrerexree+ JJ APPENDIX 5.

Cronbach’ alpha reSuÏ(S.-<-<5<<=5<<5s<<ssssseesessssessez MM Appendix 5. Cronbach’ Alpha results of analysis sampÌe. Cronbach’ Alpha results of validation sample. Cronbach’ Alpha results of replication sample.

Correlation outputs of validation sampÏe. Correlation outputs of replication sampÌe. Confirmatory analysis r€SuÌ(S.---<-5s<<==<<5s<<s<<sssese+ UU Appendix 6. CMV test OufDUS.

¿tàn TT TH TT UU Appendix 6. CFA outputs of validation sampÏe. --- -¿- +5 s+x+vcevreeeee UU pendix 6. CFA outputs of second-order factor model of validation sample.

CFA outputs of replication analysis .--¿- ¿5 +5+c+cec+x+zerer pendix 6. CFA outputs of second-order factor model of replication sample. x2-difference of constrained models. Outputs of competing models « LLL pendix 8.

Four-uncorrelated factor model. One- factor model. - ‹- ¿+ + SE k SE T HT ng rệt pendix 8.--- ¿+ ¿+ 222223122 E2EEEE2E21 2 1171711 E111 re LIST OF ABBREVIATIONS AVE Average Variance Extracted CFA Confirmatory Factor Analysis CFI Comparative Fit Index CMV Common Method Variance CVI Content Validity Index CVR Content Validity Ratio CR Composite Reliability CS Customer Satisfaction EFA Exploratory Factor Analysis EL Experiential Life EUR Euro FC Face-saving Consciousness FGD Focus Group Discussion GFI Goodness of Fit Index IA Item Ambiguity LOV List Of Values SE Self-Enhancement SEM Structural Equation Modelling SI Social Integration RMSEA Root-Mean-Square Error of Approximation. SPV Service Personal Values SR Social Recognition SRMR Standardized Root Mean Residual SVS Schwartz’s Value Survey SVSI Service Values to Social Integration SVPL Service Values to Peaceful Life SVSR Service Values to Social Recognition RVS Rokeach’s Value Survey PA Percentage Agreement PVQ Portrait Value Questionnaire vi TLI Tucker—Lewis Index USD United States Dollars VALS Values And Lifestyles KMO Kaiser-Meyer-Olkin WOM Words Of Mouth Chi-square vii LIST OF TABLES Table 2.1: The SERPVAL scale .2: Diversity impact of SPV on customer behaviOr.1: A comparison between qualitative and quantitative resarch.2: Content adequacy aSS€SSIN€TI(.1: Sample demographics of focus group .----- ¿5 5+ c+cec++cerer 78 Table 4.2: Emerged themes and sample codes from focus group analysis .3: The aggregate of lists of personal vaÏues .4: Potential measurement items of the LUXSPV scale .1: The distribution of jud€S.2: Content validity assessment results for potential measurement items.3: Participants’ demographics of analysis and validation sample.4: Cronbach Alpha results for the reduced list of 13 Items of analysis sample Table 5.5: Explanatory factor analysis results for the reduced list of 13 Items of analysis sample TT.6: Measurement properties of the LUXSPV scale of validation sample.7: Measurement properties of the LUXSPV scale of validation sample.8: Validity testing of the LUXSPV scale of validation sample.9: Correlations among the LUXSPV consfrucfs.10: x2-difference test of validation sample.11: Confirmatory factor analysis results for competing models of validation U50 .12: Participants’ demographics of replication sample.13: Nomological validity of replication sample.14: Replication analysis of the LUXSPV scale of replication sample .1: Benchmarks between the LUXSPV and SERPVAL scale.

viii LIST OF FIGURES Figure 2.1: The theoretical background framework.2: Means — End Chain Model.3: Means — End model relating Price, Quality, Value.4: SPV construct in the Means — end chain model.1: The LUXSPV scale development process .2: Mix-method approach of research paradigm .3: Reserach design for focus QrOUPS.1: Words cloud of experiential life domain.2: Words cloud of social recognition domain. --- 5-55 sex+ec+x> 82 Figure 4.3: Words cloud of social intergration domain.4: Words cloud of self-enhancement domain.5: Words cloud of Face-saving consciousness domain .6: Words cloud of the Luxury SPV construct domain.1: CFA model of LUXSPV scale of validation sample.2: Second-order model of LUXSPV scale of validation sample.3: Second-order model of LUXSPV scale of replication sample. 121 ix DECLARATION I hereby declare that this thesis is my own work. All references and citations are made in accordance with the prescribed standards.

Personal information related to interviewers and survey respondents is encrypted and kept confidential according to ethical standards of behavioral research. Ho Chi Minh city, September 6, 2022 Author Nguyen Thi Cam Le ACKNOWLEDGMENT The decision on starting my Ph. was not easy and made with careful consideration. During this journey, I have experienced many undulating waves of challenges that are full of inevitable highs and lows.

Personally, I have grown a lot and those obstacles have enriched my life with colorful versions. To reach the destination, 1 am wholeheartedly grateful to my husband and two young daughters for their greatest love, sacrifice, and encouragement. I am thankful to them for always being by my side on this journey. They strongly motivated me to keep myself inspired to achieve my goals.

I also would like to give my deepest gratitude to my dearest parents who have been silently beside me in my career and education since I was a child until now in the most loving way. And my special gratitude also goes to my other beloved family members who always give me sympathy and constant encouragement. Furthermore, I am extremely thankful to my supervisor, Assoc. Vo Thi Quy, who always provided valuable knowledge and gave well-guided advice to me.

This thesis was keeping on track thanks to her intellectual support. Last but not least, I also would like to express my gratefulness to my best friends and colleagues as the long road I have traveled would certainly have been bumpier without vital support from them. xi ABSTRACT The global shift of the luxury market across national borders has attracted attention from researchers in recent years. Luxury products are no longer a niche sector for only the wealthy.

They have become a prospering market for a vastly enlarged clientele encompassing the upper-middle class. Luxury highlights the complex interplay between the individual and contextual influences and is mainly conceptualized through pleasure and special feelings in comparison with ordinary experiences. Luxury service not only carries common service characteristics but also conveys distinctive advantages such as experiential delights and symbolic utilities. Hence, the luxury service should emphasize its differences from luxury goods consumption and the influence of cultural basis.

Consumer behaviorists have long recognized the importance of values in consumer psychology. Values are at the highest abstract level in the means-end chain model reflecting the hierarchical cognitive order of customers. Moreover, personal values are the mind frame of individuals in life and connote strong emotional impacts such as happiness and fun. Regarding service usage, the means-end chain model’s highest level is the construct of service personal values, which is initially proposed by Lages & Fernandes (2005) to express the service’s contents associated with the personal values of customers.

In terms of the extraordinary phenomenon of luxury consumption, luxury service customers deal with maximizing their personal utility to satisfy their desires and psychological goals. Hence, overall luxury value perception depends on the cultural setting and the people involved. In the context of service consumption, the personal value perceived by the customer of the luxury segment, which lies at a higher level of expectation, will be formed from different evaluations compared to other segments. Confucianism is a culmination of thoughts of the social philosophy that defines Confucian customers’ individuality and influences their behaviors, standards, and viewpoints.

Confucian ideology has significantly impacted the lives of people in Eastern culture for thousands of years. Furthermore, Confucianism’s philosophy significantly xii shapes the way Confucian customers perceive their personal values which are at the highest layer of the cognitive chain that comes from luxury consumption. This thesis argues that the prominence of luxury consumption and the Confucian cultural nucleus have not been thoroughly studied in the service personal values construct of Lages & Fernandes (2005). Thus, the current study aims to build a measurement scale in capturing the luxury service personal values in the Confucian culture.

It serves as an important step to better understand the customers’ personal values which is the highest abstract level of customers’ cognitive hierarchy for luxury service consumption.