Effects of Customer Experience in Post-purchase Behavior: Evidence From Library Service in Vietnam

Vietnamese universities are progressing remarkably in the list of top universities in the world. In order to obtain this achievement, Vietnamese universities have focused on improving lecturers' capabilities, infrastructure, academic training and research quality... In the context of education in Vietnam, library service is an important factor which contributes to ranking index, attracts new enrollments and differentiates from other institutions. To find the best way to enhance students' post -purchase behaviours, the study examined students' experience factors that significantly affect post-purchase behaviours by proposing an analytical framework adopted from EXQ model. Data collected from 570 students studying in Vietnamese universities were analysed through structural equation modelling (SEM). The results show that post-purchase experience has a positive impact on students' satisfaction, loyalty and word of mouth. By emphasizing the role of student experience, this study provides valuable managerial implications and contributes to the literature by suggesting a new analytical framework for measuring customer experience and post-purchase customer behaviour in the library service.