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The Role of Servicescape and Social Interaction Towards the Experience of Customers and Employees in the Café Setting The role of servicescape and social interaction towards the experience of customers and employees in the café setting. A study in Vietnam. Quynh Tran Xuan To cite this version: Quynh Tran Xuan. The role of servicescape and social interaction towards the experience of customers and employees in the café setting. A study in Vietnam.. Business administration. Université Côte d’Azur, 2020. English. NNT : 2020COAZ0009. tel-03141600 HAL Id: tel-03141600 https://tel.archives-ouvertes.fr/tel-03141600 Submitted on 15 Feb 2021 HAL is a multi-disciplinary open access L’archive ouverte pluridisciplinaire HAL, est archive for the deposit and dissemination of sci- destinée au dépôt et à la diffusion de documents entific research documents, whether they are pub- scientifiques de niveau recherche, publiés ou non, lished or not. The documents may come from émanant des établissements d’enseignement et de teaching and research institutions in France or recherche français ou étrangers, des laboratoires abroad, or from public or private research centers. publics ou privés. THÈSE DE DOCTORAT Le rôle de l’environnement des services et de l'interaction sociale sur l'expérience des clients et des employés dans le cadre d’un café - Le cas du Vietnam. Quynh TRAN XUAN Groupe de Recherche en Management (EA 4711) Présentée en vue de l’obtention Devant le jury, composé de : du grade de docteur en Sciences de gestion Jacques JAUSSAUD d’Université Côte d’Azur Professeur, Université de Pau et des Pays de l'Adour Dirigée par : Nadine TOURNOIS Marc VALAX Co-encadrée par : My DANG VAN Professeur, Université de Côte d’Azur Soutenue le : 10 décembre, 2020 Pierre-Xavier MESCHI Professeur, Université de Aix-Marseille DOCTORAL THESIS The role of servicescape and social interaction towards the experience of customers and employees in the café setting. A study in Vietnam. Quynh TRAN XUAN Group of Research in Management (EA-4711) Presented for obtaining the degree Before the jury, composed of : of doctor in management Jacques JAUSSAUD sciences of Côte d’Azur Professor, University of Pau and the Adour Region University Marc VALAX Managed by: Nadine TOURNOIS Professor, University of Côte d’Azur Co-supervised by: My DANG VAN Pierre-Xavier MESCHI Defend on: December 10th, 2020 Professor, Univeristy of Aix-Marseille Le rôle de l’environnement des services et de l'interaction sociale sur l'expérience des clients et des employés dans le cadre d’un café - Le cas du Vietnam. The role of servicescape and social interaction towards the experience of customers and employees in the café setting. A study in Vietnam. JURY: Rapporteurs Jacques JAUSSAUD, Professeur, Université de Pau et des Pays de l'Adour, France Pierre-Xavier MESCHI, Professeur, Université de Aix-Marseille, France Membres Marc VALAX, Professeur, Université de Côte d’Azur, France Directeur de thèse Nadine TOURNOIS, Professeur, Université de Côte d’Azur, France Co-directeur My DANG VAN, Professeur, Université de Danang, Vietnam Titre: Le rôle de l’environnement des services et de l'interaction sociale sur l'expérience des clients et des employés dans le cadre d’un café - Le cas du Vietnam. Résumé Le Vietnam est un pays connu dans le monde entier pour sa culture de consommation de café, pour la routine de vie quotidienne de consommation dans des cafés. Il s’git là d’un marché prospectif avec des millions de consommateurs Vietnamiens. Les marques de café étrangères et les marques de café nationales rivalisent intensément pour se partager le marché intérieur. L'une des stratégies de concurrence efficaces consiste à créer une expérience agréable pour les clients grâce à une atmosphère exceptionnelle et une excellente qualité de service par les cafés. De nombreuses études ont été publiées ces dernières années pour étudier le rôle de l'environnement de service et des interactions sociales sur le comportement des consommateurs. Néanmoins, il existe plusieurs lacunes de recherche dans ce domaine. Un manque significatif de travaux empiriques existe en ce qui concerne l’analyse de l’impact de l’environnement des services sur l'interaction sociale perçue par les consommateurs. L'importance des interactions sociales dans les magasins de services a été peu explorée, en particulier l'interaction client-employé et l'interaction client-client. La relation entre l'expérience de service, la satisfaction du client et la fidélité n'a guère été examinée. En outre, très peu d'études ont examiné l'expérience de service dans le domaine des cafés. Dans un autre domaine, les influences de l’environnement des services sur ses utilisateurs ont été ignorées par les chercheurs. Par conséquent, il existe un déficit de recherche en ce qui concerne la compréhension de l’impact des attributs de l’environnement des services sur les expériences des clients et des employés dans le cadre du café. Afin de combler cette lacune, une enquête a été menée auprès de 185 magasins de café avec 1779 clients et 608 employés dans les trois grandes villes du Vietnam à travers des questionnaires auto- administrés. Le modèle structurel et les hypothèses ont été testés grâce à la technique PLS-SEM par l'application Smartpls 3.0. Les résultats de recherche indiquent que l'évaluation positive des clients envers l’environnement des services de café est susceptible de favoriser la qualité de l'interaction sociale des clients avec les employés et les autres clients, ainsi que d'augmenter la qualité de l'expérience. En outre, les résultats indiquent que les interactions sociales perçues par les clients sont un déterminant essentiel de la qualité de l'expérience dans l'environnement du café. i Les interactions sociales et les expériences de service influencent considérablement le développement de la satisfaction des clients et de la fidélité aux cafés fréquentés. Les résultats ont montré que la présence de conditions tangibles agréables dans le café est susceptible de permettre aux employés d'acquérir une meilleure expérience de travail, de provoquer des expériences émotionnelles positives et de favoriser la qualité des interactions sociales. Cette étude a également révélé que l'espace de travail physique, l'interaction sociale et l'expérience émotionnelle sont les antécédents importants de la qualité de l'expérience de travail. De plus, il a été avancé que l'émotion ressentie et l'expérience professionnelle des employés ont influencé considérablement le degré de satisfaction des employés à l'égard de l'emploi actuel. Les résultats ont aussi révélé que les états émotionnels perçus par les employés dans leur espace de travail sont étroitement associés à la perception positive par les clients, de la qualité des interactions avec les employés. Cette étude a validé l'interrelation causale entre la satisfaction au travail, la satisfaction du service et la fidélité des clients. Cette recherche a fourni plusieurs contributions essentielles pour les applications théoriques et les applications managériales dans l'industrie de service du café. Il a identifié également certaines limites de l'étude actuelle et suggère des orientations de recherche à l'avenir. Mots-clés: Environnement de service, interaction sociale, expérience de service, expérience de travail, émotion, satisfaction et fidélité. Title: The role of servicescape and social interaction towards the experience of customers and employees in the café setting. A study in Vietnam. Abstract Vietnam is well-known all over the world with the coffee-consuming culture every day. This nation is a fully prospective market with millions of consumers. The foreign brands and domestic brands intensely compete to share the internal market. One of the efficient competition strategies is focusing on creating a pleasant experience for customers through an outstanding atmosphere and excellent service quality. Consequently, experiential marketing has attracted much interest from researchers in this industry. Abundant studies have been published in the near period to ii investigate the role of service environment and social interactions to customer behaviors. Nevertheless, there are several research gaps in this field. A significant lack of empirical works investigates the impacts of servicescape on customers’ perceived social interaction as a considerable example. The importance of social interactions in service establishments has been less explored, particularly customer-to-employee interaction and customer-to-customer interaction. The relationship between service experience, customer satisfaction and loyalty has been scarcely examined. Besides, very few studies have investigated service experience in the café environment. In another field, the influences of servicescape on its users (staff, service employees, contact personnel) have almost been ignored in previous publications. Consequently, there is a considerable research gap that concentrates on understanding the impacts of servicescape attributes on both experiences of customers and employees in the café setting. In order to fill in this gap, a survey study carried out at 185 coffee outlets with 1779 customers and 608 employees in the three largest cities in Vietnam through self-administered questionnaires. The structural model and hypotheses were tested through the PLS-SEM technique by Smartpls 3.0 application. The results denoted that the positive evaluation of customers towards the café servicescape is likely to foster the social interaction quality of customers with employees and other customers as well as increase the experience quality. Also, the findings signified that customers’
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