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The impact of service innovation on customer perception has been investigated in many studies. This paper provides a unique view of service innovation by categorizing service innovation into two forms, interactive and supportive service innovations, and exploring their effects on customer satisfaction and retention in the context of telecommunication services. A dataset of 402 telecom service users from Vietnam is collected for empirical hypotheses testing of the relationships among supportive/interactive service innovation, customer satisfaction, and customer retention. The findings show that the two components of service innovation, interaction and support, are the key determinants of customer satisfaction and customer retention, which provides important information for telecom managers in service strategy planning. The study suggests that service firms should differentiate themselves by investing in supportive service innovations since interactive services are characterized by ease of copying, especially in the telecom sector, which is a highly technology-mediated environment. [ABSTRACT FROM AUTHOR]

This research aimed to explore the factors influencing the behavioural intention to use over-the-counter (OTC) QR codes for purchasing products in Vietnamese supermarkets. The study included 996 consumers and employed a questionnaire-based survey method to test the hypotheses using partial least squares structural equation modelling (PLS-SEM). Drawing on the theory of reasoned action (TRA) and signalling theory, the findings identified five key factors that positively affected the intention to use OTC QR codes: perceived usefulness of OTC QR codes (e.g., for payment and traceability), attitude, customer satisfaction, and supply chain transparency. Additionally, the perceived usefulness of OTC QR codes positively impacted attitude and customer satisfaction, while its usefulness for traceability enhanced supply chain transparency. The study also identified the moderating influence of personal innovativeness on the relationship between perceived usefulness of OTC QR codes for payment and attitude and customer satisfaction. Furthermore, the moderating role of electronic Word-of-Mouth (e-Word-of-Mouth) in the relationship between customer satisfaction, attitude, and behavioural intention was discovered. This research contributes to the existing literature by expanding our understanding of the perceived usefulness of OTC QR codes and elucidating the various mechanisms through which their both functionalities could encourage consumer adoption in the context of Vietnamese supermarkets. [ABSTRACT FROM AUTHOR]

Transport sustainability has become a major challenge worldwide. On-demand shared ride-hailing (OSR) is an alternative transport mode to private motorized mobility which allows passengers to share a vehicle and driver to their respective destination. OSR is more flexible than buses and cheaper than taxis. Additionally, ride-hailing services such as OSR play an important role in servicing communities with poor access to public transport (e.g., buses or trains) and people with increased vulnerabilities (e.g., women with children or people with disabilities). The present study investigates the impact of psychological factors on passengers' intention to use OSR services. To achieve this, the Theory of Planned Behaviour (TPB) was used and extended with perceived risk, price sensitivity, and perceived green value. Data were collected from 520 ride-hailing passengers in Vietnam. The results confirm the relevance of the original TPB constructs, i.e., attitudes, perceived behavioural control, and social norms. Concerning the three additional constructs, only perceived risk negatively and directly influences usage intention, while the two other constructs (i.e., price sensitivity and perceived green value) influence the intention to use OSR via attitudes. The results also reveal that the impact of perceived green value on usage intention is higher among females than males. Additionally, among middle- and high-income people, there is a significant negative association between perceived risk and intention, while this association is not significant among low-income participants. The findings from the present paper provide evidence of the importance of psychosocial factors such as perceptions of risk, price sensitivity, and sustainability when considering intention to use on-demand shared transport services. [ABSTRACT FROM AUTHOR]