Vu Anh Dung (Dzung)

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Dean of College of Arts and Sciences​

Associate Professor​, Interim Dean of College of Business and Management


Recent Submissions

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    From customer value co-creation behaviour to customer perceived value
    (2021) Dung Vu; Hanh Tran
    This study investigates the chain effect of customer value co-creation behaviour on the customerization capability and service capability of service firms and, ultimately, customer perceived value. The study evaluates the moderating roles of the level of technologization and relationship marketing orientation in the relationship between customer value co-creation behaviour and the capabilities of firms. The data were collected from dyadic interaction between customers and the service staff of service firms in Vietnam through surveys. The results show that customer citizenship behaviour and participation behaviour are differentially linked to the customerization capability, and service capability of service firms, which in turn affect customer perceived values. Relationship marketing orientation serves as a significant moderator for customerization capability, yet it is not a significant moderator for service capability. Surprisingly, the level of technologization does not significantly moderate for both customerization capability and service capability. The study advances the literature of value cocreation and offers useful managerial implications.
copyright 2023