Abstract
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.
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