1. Student's full name: Nguyen Thi Thu 2. Gender: Female
3. Date of birth: July 6, 1987
4. Place of birth: Thanh Hoa
5. Decision on student admission No. 2705/2020/QD-XHNV dated December 24, 2020, by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
6. Changes in the training process:
Renewal period:
Decision No. 3542/QD-XHNV on extending the study period of the postgraduate academy from December 25, 2022 to June 24, 2023.
Decision No. 1671/QD-XHNV on extending the study period of the postgraduate academy from June 25, 2023 to December 24, 2023.
Decision No. 5157/QD-XHNV on extending the study period of the postgraduate academy from December 25, 2023 to June 24, 2024.
Decision No. 2842/QD-XHNV on extending the study period of the postgraduate academy from June 25, 2024 to December 24, 2024.
7. Thesis title: Customer experience of residents in Vinhomes Ocean Park urban area.
8. Major: Psychology; Code: 8310401.01
9. Scientific supervisor: Assoc. Prof. Dr. Le Thi Minh Loan
(Please specify your scientific title, academic degree, full name, and workplace.)
10. Summary of the thesis results:
- In theory:
Customer experience refers to the following aspects: brand experience, service experience, and post-purchase/consumption experience. Customers in different age groups have different levels of experience. Brand experience, service experience, and post-purchase experience are three components of customer experience that influence customer loyalty intentions, satisfaction, and word-of-mouth behavior.
- Regarding the results of practical research:
Overall, the customer experience ratings for residents of Vinhomes Ocean Park (VHOCP) are relatively high and positive. Post-purchase/consumption experiences received the highest ratings, followed by brand experience and service experience.
There were differences in service experience between male and female groups, and between the 45-54 age group and the over-65 age group. There were no differences in customer experience across groups categorized by education level, income, housing type, or home ownership.
Customer loyalty, satisfaction, and word-of-mouth behavior are all influenced by the customer experience.
+ Post-purchase/consumption experiences are valuable predictors of changes in customer loyalty intentions and word-of-mouth behavior. Service experiences and post-purchase/consumption experiences are valuable predictors of changes in customer satisfaction.
11. Practical applications
The following solutions aim to enhance the customer experience for the brand:
- Enhance the connection between your brand and customers by listening to customer feedback, as it's the easiest way to understand what customers expect from you and how to provide them with a better experience. It offers direct insight into what customers think about your brand, the problems they face, and what works for them.
- Invest in and improve services and facilities that are unique and characteristic of the brand. Develop a customer loyalty program. One simple method businesses use is to offer gifts or rewards for a certain number of purchases, or based on a spending limit. This can encourage consumers to spend more on products to receive rewards.
- Improve the quality of customer service after purchase/use of services by training staff on how to interact with, handle problems, resolve issues, and show concern for customers.
- To maintain the excellent reputation of the Vinhomes Ocean Park brand, it is necessary to continuously improve the quality of products and services to ensure long-term customer satisfaction.
- To ensure a consistent service/product experience, it's crucial to foster a strong relationship between residents and Vinhomes Ocean Park staff, especially among young people aged 18-24, as they represent a significant future customer base. Furthermore, female residents should receive even more attention regarding their service experience.
- Post-purchase/consumption service requires attentive care for each resident. Improving the skills and work ethic of staff is crucial. Simultaneously, addressing existing shortcomings is essential to receive positive referrals from residents.
12. Future research directions:
The study was designed horizontally, so the results regarding the impact of customer experience on loyalty intentions, satisfaction levels, and word-of-mouth behavior should only be considered hypothetical within the scope of this survey. To confirm the results and determine the true causal relationship, further in-depth studies and a longitudinal research design are needed.
13. Published works related to the thesis:
(List the works in chronological order if available)
INFORMATION ON MASTER'S THESIS
1. Full name of student: Nguyen Thi Thu: 2. Sex: Female
3. Date of birth: 06/07/1987
4. Place of birth: Thanh Hoa
5. Admission decision number: No.: 2705/2020/QD - XHNV dated December 24, 2020 of the President of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
6. Changes in the training process:
Extension period:
No. 3542/QD - XHNV Decision on extending the study period of the graduate school from December 25, 2022 to June 24, 2023.
No. 1671/QD - XHNV Decision on extending the study period of the graduate from June 25, 2023 to December 24, 2023.
No. 5157/QD - XHNV Decision on extending the study period of the graduate from December 25, 2023 to June 24, 2024.
No. 2842/QD - XHNV Decision on extending the study period of the graduate from June 25, 2024 to December 24, 2024.
7. Official thesis title: Customer experience of residents in Vinhomes Ocean Park's urban area.
8. Major: Psychology; Code: 8310401.01
9. Scientific supervisor: Assoc. Prof. Dr. Le Thi Minh Loan
(Specify scientific title, academic degree, full name and working organization)
10. Summary of the thesis results:
- In terms of theory:
Customer experience refers to the following aspects: Brand experience, service experience, post-purchase/consumption experience. Customers in different age groups have different levels of experience. Brand experience, service experience and brand experience are 3 components of customer experience that have influenced customer loyalty intention, satisfaction and word-of-mouth behavior.
- In terms of practical research results:
+ Overall, the level of customer experience evaluation of Vinhomes Ocean Park (VHOCP) residents is relatively high and positive. In which, post-purchase/consumption experience has the highest level of evaluation, followed by brand experience and service experience.
+ There is a difference between the male and female groups, the 45-54 age group and the over 65 age group in service experience. There is no difference in customer experience between target groups classified by education level, income, housing type, and home ownership.
+ Customer loyalty intention, satisfaction, and word-of-mouth behavior are influenced by customer experience.
+ Post-purchase/consumption experience has predictive value for customer loyalty intention and word-of-mouth behavior. Service experience, post-purchase/consumption experience has predictive value for customer satisfaction.
11. Practical application:
Based on the research results, we would like to suggest some solutions to increase the level of customer experience for the brand as follows:
- Enhance the connection between the brand and customers by listening to customer feedback because customer feedback is the easiest way to understand what customers expect from you and understand how to provide them with a better experience. It provides a direct view of what customers think about your brand, the problems they encounter and what suits them.
- Invest in and reform services and facilities that are unique and characteristic of the brand. Develop a loyalty program. One of the simple methods that businesses apply is to give gifts, rewards with a certain number of purchases, or based on a spending limit. This can motivate consumers to spend more money on products to receive rewards.
- Improve the quality of customer care after purchase/service use by training staff on how to interact, handle problems, handle incidents, and care for customers.
- To maintain the Vinhomes Ocean Park brand's good reputation, it is necessary to improve products and services with the best quality and consistency, continuously to make customers feel secure in the long term.
- To have a consistent service/product experience, it is necessary to focus on promoting the relationship between residents and Vinhomes Ocean Park staff. Especially young people from 18 to 24 years old. Because this is the source of potential customers in the future. In particular, in terms of service experience, women need to be focused on more. - After-sales service experience/consumption requires always taking care of each resident. Improve the staff's skills and working qualities. At the same time, improve some existing weaknesses to receive positive recommendations from residents.
12. Further research directions:
The study was designed cross-sectionally, so the results on the impact of customer experience on loyalty intention, satisfaction level, and word-of-mouth behavior can only be considered as assumptions within the scope of this survey. To confirm the results and determine the true causal relationship, further in-depth studies and longitudinal research designs are needed.
13. Published works related to the thesis:
(list the works in chronological order if available)
