Viet An Tran, Que Nhi Tran, Ha My Doan, Gia Long La, Tien Duc Vu and Thi Huyen Pham
This article aims to assess the impact of factors affecting the senses (via Sensory Marketing theory) on customer perceived quality and satisfaction when using health services in…
Abstract
Purpose
This article aims to assess the impact of factors affecting the senses (via Sensory Marketing theory) on customer perceived quality and satisfaction when using health services in public hospitals. Based on the results, the research proposes solutions for public hospitals to improve the service experience to increase customer satisfaction in Vietnam generally and in developing countries particularly.
Design/methodology/approach
The authors used 619 respondents’ non-convenient probability sampling method, focusing on objects experienced with public hospital services in Vietnam. A preliminary quantitative study (n = 113) and qualitative research (n = 20) have been conducted to finalise the designed questionnaire before conducting a formal quantitative survey. Cronbach Alpha, CFA and SEM have been used to explore the meanings of the data collected.
Findings
The result showed that through Sensory Marketing, sensorial stimulus (tactile, sight, smell and taste) significantly impacts customer satisfaction with medical services at the public hospital. Research findings are the premise to conclude that the application of the Sensory Marketing model creates a great sensory experience, and minimises negative psychological feelings in the medical, especially in a prioritised personalisation society.
Practical implications
The authors open up a new health service quality and satisfaction assessment tool based on the original human senses that were previously applied in researching other services, it has been proven to be successfully applied to specific service areas such as healthcare. This research is believed to provide valuable implications for medical service stakeholders and policymakers to improve service quality and enhance the customer experience and satisfaction level through sensorial approaches, strategies and tactics.
Originality/value
While most studies on customer satisfaction in the medical field use SERVQUAL, SERVPERF or KQCAH model, this study breaks the research gap by not only affirming and strengthening the research perspective on Sensory Marketing but also contributing to creating a solid theoretical framework on perceived service quality and satisfaction.
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Huyen Pham Thi, Que Nhi Tran, Long Gia La, Ha My Doan and Tien Duc Vu
This paper, employing the model integrated from Theory of Planned Behaviour (TPB) and Technology Acceptance (TAM), will examine factors affecting Vietnamese students' acceptance…
Abstract
Purpose
This paper, employing the model integrated from Theory of Planned Behaviour (TPB) and Technology Acceptance (TAM), will examine factors affecting Vietnamese students' acceptance behaviour towards online learning. The research aims at finding out the motivating factors and measuring their influence on students' intention to accept digital transformation in learning. Based on the results, the authors propose some valuable suggestions to encourage acceptance of online learning behaviour, to enhance and apply digital transformation to higher education in Vietnam, especially in the Covid-19 pandemic, when most of the schools all over the world were forced to close.
Design/methodology/approach
The research team used 913 responds' non-convenient probability sampling method, focusing on students currently studying at undergraduate education institutions across the country, studying different training majors, in different academic years. With the questionnaire designed through qualitative research, a preliminary quantitative study with 53 responses has been conducted. Based on the results, the authors completed the questionnaire then conducted a formal quantitative survey. Cronbach alpha, EFA, CFA and SEM have been used to explore the meanings of data collected.
Findings
The results from analysing 913 undergraduates reveal that Attitude (influenced by Perceived Usefulness and Perceived Ease of Use), IT Ability and Self-study Ability impact the intention of accepting online learning at the beginning and digital transformation in the future. Meanwhile, Subjective Norm and Financial Ability do not have any role in fostering the intent of accepting new studying mode among Vietnamese students because of IR4.0 and the low expense for online learning. Research findings are the premise for the authors to provide suggestions for students, institutions on enhancing their digital transformation process through their changing behaviours in the relationship with other stakeholders surrounding the learning process of students.
Research limitations/implications
The authors found that previous studies only focused on one or two factors according to the TAM or TPB model; or have not clarified all the stages in the process of changing learning methods behaviour. Therefore, this study combined both models to analyse in more detail the above process as well as exploit new influencing factors to complete the research scale. The main limitation of this study was that the sample has been taken in 2020 when the Covid-19 pandemic is forcing all students to online learning, even they are willing or not.
Practical implications
The research is conducted in the context of Covid-19 outspread, the society has inevitably transitioned to digital transformation, especially with the education sector. Based on the results of analysing the changing process among students from accepting online learning to their intention to change the learning behaviour, the authors proposed some recommendations for universities that build the landscape for study; for lecturers – the most important factor in connecting the students to the working world with knowledge and skills; and especially for students, who need to have actively in receiving knowledge and self-study in the era of IR4.0.
Originality/value
This study adds to the existing literature related to solutions to motivate intention to accept online learning in higher education institutions. With online learning gradually being adopted around the world, the study examined the factors driving the intention to study online in emerging countries. In particular, the study focuses specifically on the case of Vietnam. This result from this study can serve as a guide for higher education institutions as a premise to develop future research directions. It may be useful for studies at higher education institutions in emerging countries similar to Vietnam; in-depth research into research subjects at higher education institutions; or study countries with cultures, customs and habits equivalent to Vietnam, etc. Finally, we are certain that the material presented in this manuscript will not infringe any statutory copyright and that the manuscript will not be submitted elsewhere while being reviewed by the Journal of Applied Research in Higher Education assessment.
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UNTIL now the field of clerical work is one which has been cultivated only marginally by work study methods. When the Prices and Incomes Board examined pay agreements in that…
Abstract
UNTIL now the field of clerical work is one which has been cultivated only marginally by work study methods. When the Prices and Incomes Board examined pay agreements in that sector of British business it was constrained to comment that ‘the application of measurement techniques to clerical work still has a long way to go’.