1. Student's full name: Nguyen Thi Thu: 2. Gender: Female
3. Date of birth: 06/07/1987
4. Place of birth: Thanh Hoa
5. Student recognition decision 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 school from June 25, 2023 to December 24, 2023.
No.: 5157/QD - XHNV Decision on extending the study period of the graduate school from December 25, 2023 to June 24, 2024.
No. 2842/QD - XHNV Decision on extending the study period of the graduate school from June 25, 2024 to December 24, 2024.
7. Thesis topic: Customer experience of residents in Vinhomes Ocean Park urban area.
8. Major: Psychology; Code: 8310401.01
9. Scientific advisor: Associate Professor, Dr. Le Thi Minh Loan
(Clearly state scientific title, academic degree, full name and working organization)
10. Summary of thesis results:
- In theory:
Customer experience refers to the following aspects: Brand experience, service experience, post-purchase/consumption experience. Customers of 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.
- On practical research results:
+ Overall, the customer experience rating of Vinhomes Ocean Park residents (VHOCP) is relatively high and positive. In which, post-purchase/consumption experience has the highest rating, 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 on customer loyalty intention and word-of-mouth behavior. Service experience, post-purchase/consumption experience has predictive value on customer satisfaction.
11. Practical application
Solutions to increase customer experience for brands are as follows:
- Enhance the connection between your brand and your customers by listening to customer feedback because customer feedback is the easiest way to understand what your customers expect from you and how to provide them with a better experience. It provides a direct insight into what your customers think about your brand, what problems they face, and what works for 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 and rewards for 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 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 the young people from 18 to 24 years old. Because this is the potential customer source in the future. In particular, in terms of service experience, women need to be focused more.
- After-sales service experience requires attentive care for each resident. Improve staff skills and work quality. At the same time, improve some existing weaknesses to receive positive recommendations from residents.
12. Further research directions:
The study was cross-sectional in design, so the results regarding the impact of customer experience on loyalty intentions, satisfaction, and word-of-mouth behavior can only be considered hypothetical within the scope of this survey. Further in-depth studies and longitudinal research designs are needed to confirm the results and determine true causality.
13. Published works related to the thesis:
(list projects 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)
