Đặng Nguyễn Khánh Linh Ngô Mỹ Trân *

* Tác giả liên hệ (nmtran@ctu.edu.vn)


The study aims to investigate the effect of service quality on customers' intention to repurchase event-organizing services in Can Tho. The study uses survey data from 254 respondents who are individual customers and used event-organizing services. PLS-SEM results show the statistical impact of five factors: perceived cost, brand image, distinctiveness, convenience of service, and customer-oriented service on customer satisfaction. Furthermore, the study indicates the direct impact of customer satisfaction on customers’ intention to repurchase event-organizing services. Several management implications have been put forth in light of the research findings to improve the quality of event organization services to enhance customer satisfaction, thereby increasing customers' intention to repurchase event-organizing services in Can Tho City.

Keywords: Customer satisfaction, event organizing services, intention to reuse, service quality

Tóm tắt

Nghiên cứu phân tích ảnh hưởng của chất lượng dịch vụ đến ý định sử dụng lại dịch vụ tổ chức sự kiện của khách hàng tại thành phố Cần Thơ (TPCT). Nghiên cứu sử dụng số liệu khảo sát từ 254 khách hàng cá nhân từng sử dụng dịch vụ tổ chức sự kiện. Kết quả phân tích bằng PLS-SEM cho thấy năm nhân tố gồm giá cả cảm nhận, hình ảnh thương hiệu, tính độc đáo khác biệt, sự thuận tiện trong dịch vụ và dịch vụ hướng tới khách hàng đều có tác động thuận chiều đến sự hài lòng của khách hàng. Kết quả nghiên cứu cũng chỉ ra tác động trực tiếp của sự hài lòng đến ý định sử dụng lại dịch vụ tổ chức sự kiện. Dựa trên kết quả nghiên cứu, một số hàm ý quản trị đã được đề xuất nhằm cải thiện chất lượng dịch vụ tổ chức sự kiện nhằm nâng cao sự hài lòng của khách hàng, qua đó nâng cao ý định sử dụng lại dịch vụ tổ chức sự kiện của khách hàng tại TPCT.

Từ khóa: Chất lượng dịch vụ, dịch vụ tổ chức sự kiện, sự hài lòng, ý định sử dụng lại

Article Details

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