Title: Determinants of customer engagement behaviour in hospitality industry: evidence from Vietnam

Authors: Vo Thi Thu Hong; Gamal Sayed Ahmed Khalifa; Md. Sazzad Hossain; Nguyen Vu Hieu Trung; Safaa Abdelaleem Mohammad El-Aidie; Mahmoud M. Hewedi; Elhussein M.S. Ali

Addresses: The Saigon International University, 18 Tống Hữu Dinh Street, Thảo Điền Ward, The Duc District, HồChíMinh City, Vietnam ' Faculty of Business, Higher Colleges of Technology, Al-Ain, Abu, Dhabi, UAE; Faculty of Tourism and Hotels, Fayoum University, Fayoum Governorate 2933136, Egypt ' College of Tourism and Hospitality Management, International University of Business Agriculture and Technology (IUBAT), 4 Embankment Drive Road, Off Dhaka-Ashulia Road, Sector-10, Uttara Model Town, Dhaka 1230, Bangladesh ' Marina Bay Sands, 10 Bayfront Ave, 018956, Singapore ' Agriculture Research Center, 9 Cairo University Rd, Oula, Giza District, Giza Governorate 3725005, Egypt ' Faculty of Tourism and Hotels, Fayoum University, Egypt ' Faculty of Tourism and Hotels, Fayoum University, Egypt

Abstract: The present study's purpose is to examine the relationships between customer-employee interaction (CEI), optimal distinctiveness (OD), perceived fairness (PF), functional quality (FQ), and customer engagement behaviour (CEB) in the hotel industry in Vietnam. This present study applied a quantitative design and surveyed questionnaires to the hotel. A total of 500 questionnaires were distributed and 389 questionnaires were received as valid responses from the hotel customers. The partial least square-structural equation modelling (PLS-SEM) was used for hypothesis testing as a unique tool for analysis. The results of the study identified that CEI, PF, and OD significantly impact FQ and CEB, and finally, FQ significantly impacts CEB. The salient research outcomes may help the hotel industry to identify the role of CEB as an organisational goal and a success factor. The role of customer engagement represents a new understanding and an insight into the hotel and customer relationships.

Keywords: customer-employee interaction; CEI; optimal distinctiveness; perceived fairness; functional quality; customer engagement behaviour; CEB; Vietnam.

DOI: 10.1504/IJBE.2023.127695

International Journal of Business Environment, 2023 Vol.14 No.1, pp.94 - 118

Received: 10 Mar 2021
Accepted: 11 Oct 2021
Published online: 14 Dec 2022 *