Antecedents of tour guide's innovation behavior

• Main Authors: Võ Thị Ngọc Liên, Phạm Ngọc Thúy
• Format: Article
• Language: Vietnamese
• Published: TẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH 2020-08-01
• Series: Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh
• Subjects: hành vi hướng đến khách hàng của nhân viên; hành vi đổi mới dịch vụ; hành vi tham gia khách hàng; du lịch lữ hành
• Online Access: https://journalofscience.ou.edu.vn/index.php/econ-vi/article/view/693

Service innovation behaviors have generally been investigated from the company’s and employee’s perspectives, but the role of customer participation in service innovation has received little attention. From the service oriented perspective, this study emphasized the important role of customer participation in the service process and its impact on innovation behavior of employees. A hypothetical model demonstrating the relationship between customer-oriented behavior, customer participation behavior, and employee service innovation behavior was developed and tested. The study was conducted in the tourism and travel service. 464 paired cases were collected using dyadic technique. The measurement scales and structural model were validated and tested using CFA and SEM. Customer-oriented behavior and customer participation behavior were found to have significant impacts on service innovation behavior, and the impact of customer-oriented behavior was stronger than that of customer participation behavior. Some managerial implications were also suggested based on the research’s findings.