Personal Values of Luxury Services Consumption: A Confucian Culture Perspective

The primary purpose of this paper is to draw on existing literature on personal values and luxury consumption to explore the domain of the service personal values construct in a Confucian culture. The study utilizes qualitative research based on three focus group discussions with 23 participants who are luxury hospitality services customers in Vietnam, a Confucian culture. The findings suggest a comprehensive conceptual framework that expands the three existing dimensions and adds two new dimensions to the service personal values construct. This study provides a better understanding of the personal values that customers seek when using luxury services from a Confucian culture perspective.