Impacts of employees’ empathy, customer-oriented behaviors on customers’ satisfaction

• Published in: Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh- Kinh tế và Quản trị kinh doanh (bản điện tử) Vol. 15; no. 2; pp. 101 - 120
• Main Author: Trần Thế Nam
• Format: Journal Article
• Language: Vietnamese
• Published: TẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH 01.05.2020
• Subjects: hành vi hướng đến khách hàng của nhân viên; smartpls sự đồng cảm; sự hài lòng của khách hàng
• ISSN: 2734-9306; 2734-9578
• DOI: 10.46223/HCMCOUJS.econ.vi.15.2.242.2020

Finding out the antecedents of customers’ satisfaction is an interesting topic. The aim of this study is to analyze the impacts of employees’ empathy and employees’ customer-oriented behaviors on customers’ satisfaction in Ho Chi Minh City stock market. Partial least square - structural equation modeling (PLS-SEM) was employed to test the proposed hypotheses by using the data of 211 dyad interviews of employees and customers. The study results indicate that proposed antecedents have an influence on customers’ satisfaction. Such findings have implications for theory and practice. In theory, it supports the social exchange theory. In practice, managers should select candidates who have empathy for work that interact with customers in order to improve customers’ satisfaction during the transaction. Furthermore, training activities also increase employees’ empathy.