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15 selected papers of the FBA student 2019

STUDYING THE AFTER-SALES SERVICE DRIVERS OF HOME APPLIANCES CONSUMERS’ SATISFACTION AND LOYALTY: THE CASE OF RETAIL BUSINESSES IN HO CHI MINH CITY

PHAM THI BICH TRAM

DHQT11FTT, Faculty of Business Administration, Industrial University of Ho Chi Minh City

phamthibichtram42@gmail.com

Instructor: NGUYEN NGOC LONG Ph.D

Faculty of Business Administration, Industrial University of Ho Chi Minh City

lnguyen@gmail.com

Abstract. To create sustainable relationships with customers, many studies in the world have shown that businesses must pay strong attention to improving after-sales services. According to national statistic results published in Vietnamese magazines, the home appliance businesses contribute tens of billions of USD to Vietnam’s GPD. This study was conducted to assess factors affecting customer satisfaction and loyalty for after-sales service of home appliance enterprises in Ho Chi Minh City, where most of the leading retail enterprises in Vietnam run business. Two multivariate regression models and a single variable regression model are used to test hypotheses, instead of using multi-complicated analytical models at the same time, which is beyond the scope of a student’s analysis ability. The research results have contributed to certain management implications, helping home appliance businesses to improve the impact factors on improving customer satisfaction and loyalty.

Keywords: Customer satisfaction, Customer loyalty, After-sales service, Home appliance industry.

STUDY FACTORS AFFECTING THE INTENT TO BUY OF ORGANIC FOOD OF CONSUMER IN DONG NAI PROVINCE

PHAM THI HIEN

DHQT11A, Faculty of Business Administration, Industrial University of Ho Chi Minh City

phamthihien150@gmail.com

Instructor: NGUYEN NGOC HIEN PhD

Faculty of Business Administration, Industrial University of Ho Chi Minh City

nguyenngochienqn@iuh.edu.vn

Abstract. Promoting consumer buying behavior for environmentally friendly products is the key for sustainable development of the environment. This study proposed and tested model of the relationship between environmental factors, food safety, health awareness, food flavor, media and cognitive barriers for customers’ purchasing. Specifically, this study aims to investigate how different factors can enhance or prevent customers from buying a specific type of eco-friendly product such as organic food. These relationships are verified through the sample of 194 consumers who intend to buy organic food in Dong Nai province. The results show that environmental factors, food safety, health awareness, food flavor, media and cognitive barriers play an integral role in forming intentions to use organic products of customers in Dong Nai province.

Keywords: Intention to use, Organic food, Dong Nai.

FACTORS AFFECTING THE RETENTION OF HIGH PERFORMANCE STAFF OF VIETNAMESE COMPANIES IN HO CHI MINH CITY

NGUYEN THI HIEU; LE THI THANH HOA

DHQT11C, Faculty of Business Administration, Industrial University of Ho Chi Minh City

Instructor: DO THI THANH HUYEN MBA

Faculty of Business Administration, Industrial University of Ho Chi Minh City

dothithanhhuyen@iuh.edu.vn

Astract. This study aims to identify the factors that contribute to both employee’s satisfaction and loyalty by survey 270 employees working in Vietnamese companies in Ho Chi Minh city. The result have shown that satisfaction at work affects to employee loyalty strongly and this satisfaction is affected by: Leader support, Challenge, Colleague, Income, Motivation, Recognition, Considered as special to business. Based on the findings, the author also proposed a number of recommendations and solutions for Vietnamese enterprises to improve policies to maintain and attract talent employee for their organizations.

Keywords: Satisfaction, Loyalty, Vietnamese enterprises, Ho Chi Minh City.

FACTORS INFLUENCING THE FONDNESS OF FACEBOOK USERS IN VIETNAM TOWARDS ADVERTISING ACTIVITIES OF DIGITAL MEDIA COMPANIES

LE THI HONG

DHQT11GTT, Faculty of Business Administration, Industrial University of Ho Chi Minh City

lethihong1717@gmail.com

Instructor: TRAN PHI HOANG

Faculty of Business Administration, Industrial University of Ho Chi Minh City

tranphihoang@iuh.edu.vn

 Abstract. This study aims to determine the factors influencing the fondness of Facebook users in Vietnam towards advertising activities of digital media companies. The result shows that there are 05 groups of factors which are “Advertisement Content”, “Celebrity Endorsement”, “Perceived Subjective Norm”, “Advertisement Sounds” and “Advertisement Colors”. The result of this study achieved the following objectives: First of all, determining the factors which have influences on the fondness of Facebook users in Vietnam towards the advertising activities of digital media companies; Secondly, leveling the impact factors to the fondness of Facebook users in Vietnam towards the advertising activities of digital media companies; Third, proposing executive recommendations to increase the fondness of Facebook users in Vietnam regarding the advertising activities of digital media companies in the time to come.

Keywords: advertisement, online marketing, satisfaction, service, service quality.

THE IMPACTS OF VIRAL MARKETING ON VIETNAMESE BRAND AWARENESS IN INDUSTRY 4.0

NGUYEN THANH DANH

DHMK12A, Faculty of Business Administration, Industrial University of Ho Chi Minh City

Instructor: NGUYEN QUOC CUONG MBA

Faculty of Business Administration, Industrial University of Ho Chi Minh City

nguyenquoccuong@iuh.edu.vn

Abstract: The objective of this study is to identify the factors of Viral Marketing (VM) which have impacts on Vietnamese brand awareness in Industry 4.0. This study collected 302 responses to apply Exploratory Factor Analysis and Regression Analysis. The findings show there are seven factors of Viral Marketing that affect brand awareness among Vietnamese consumers: influencers, message, social networks, information spread, reliability, entertainment, and attractiveness. All factors have a positive relationship with Vietnamese brand awareness. Based on the findings, managerial recommendations are expected to help companies to improve the effectiveness of viral marketing communication.

Keywords: Viral Marketing, Brand Awareness, Influencers, Message, Social Networks.

RESEARCH FACTORS AFFECTING THE DECISION OF THE STUDENT’S ENGLISH LANGUAGE CENTER IN HO CHI MINH CITY

LE HONG VY

DHQT11ATT, Faculty of Business Administration, Industrial University of Ho Chi Minh City

le.hongvy310@gmail.com

Instructor: DAM TRI CUONG PhD

Faculty of Business Administration, Industrial University of Ho Chi Minh City

damtricuong77@gmail.com

Abstract: This study focused on studying the factors affecting the decision to choose the English language center of students in Ho Chi Minh City. Based on qualitative and quantitative research methods, reference and adjustment of theory from which to propose a suitable research model to assess the impact of factors affecting the decision to choose English center of students. The research results of 300 samples show that 5 factors including geographic location, reputation, tuition, training programs and facilities affect the decision to choose the English center of students in Ho Chi Minh City. The results of multivariate regression analysis confirmed the relationship between the above five factors and the decision to choose the English language center of the students with the hypotheses supported at the 5% significance level. Since then, the author offers a number of solutions to help administrators have more facilities to expand and develop English language centers in Ho Chi Minh City.

Key words: influencing factors, deciding on English center and English center

FACTORS AFFECTING THE INTENTION OF BUYING OF ORGANIC VEGETABLES  OF CONSUMER IN HO CHI MINH CITY

LUONG MINH KHOA

DHQT11BTT, Faculty of Business Administration, Industrial University of Ho Chi Minh City

Instructor: DO THI THANH HUYEN MBA

Faculty of Business Administration, Industrial University of Ho Chi Minh City

dothithanhhuyen@iuh.edu.vn

Abstract: This study aims to identify factors influencing the intention of buying organic vegetables of consumers in Ho Chi Minh City. The research uses quantity research method to survey 220 respondents living and working in Ho Chi Minh city through face-to-face interview about their intention of buying organic vegetables. There are five factors impacting on the customer intention of buying organic vegetables in this study. The result shows that quality of organic vegetables has the strongest influence and the reference group is the least influencer on the customer intention of buying organic vegetables in Ho Chi Minh City.  Based on the findings, some recommendations enhancing the intention of buying organic vegetables of customers in Ho Chi Minh City are proposed.

Keywords: organic vegetables, intention of buying, quality, Ho Chi Minh City.

MEASURING THE SATISFACTION OF THE EXPORT ENTERPRISES ON THE SUPPORT POLICY IN MANAGEMENT AGENCY OF CA MAU PROVINCE

NGUYEN THI THANH HUONG

DHQT11ETT, Faculty of Business Administration, Industrial University of Ho Chi Minh City

nguyenthanhhuong1795@gmail.com

Instructor: Assoc.prof. NGUYEN MINH TUAN

Faculty of Business Administration, Industrial University of Ho Chi Minh City

nmtuannckh@gmail.com

Abstract. The study aims to build scale for assessing the level of satisfaction of the export enterprises on the support policy in management agency of Ca Mau province. This is a topic of scientific research topic “Research to improve competitiveness for export enterprises in Kien Giang province in terms of integration”;  signed by the Department of Science and Technology of Kien Giang Province, Contract No. 16 / HD-SKHCN dated June 28, 2018 with Industry University of Ho Chi Minh.. The research contents are proposed by experts of Kien Giang province based on the research model of Parasuraman. The research model consisting of six factors affect the level of satisfaction of the export enterprise: (1) Enterprise support, (2) Relationships, (3) Complaints to competent management, (4) Transparency and access to information, (5) Dynamics, (6) Executive work of leadership. Based on study results, the authors have proposed some administration implications to improve and enhance increasing the satisfaction of the export enterprises.

Keywords: Support Policy, The satisfaction; Help enterprises; Export enterprises

STUDY THE FACTORS AFFECTING THE COMPETITIVENESS OF E-COMMERCE SITES

DINH HOAN LOC; LE HOANG DUY KHANH

DHMK12A, Faculty of Business Administration, Industrial University of Ho Chi Minh City

hoanlocdinh0903@gmail.com; vennus.0803@gmail.com

Instructor: NGUYEN NGUYEN PHUONG MBA

Faculty of Business Administration, Industrial University of Ho Chi Minh City

nguyennguyenphuong@iuh.edu.vn

Abstract: This article focuses on studying the factors affecting the competitiveness of e-commerce sites in Vietnam. Based on previous studies and through interviews with customers and professionals, the author has proposed six factors that affect the competitiveness of e-commerce sites. The factors and hypotheses of the paper were verified through SPSS software with 308 samples collected from customers who used e-commerce sites. The results of the study show that the factors proposed have an impact on the competitiveness of e-commerce sites. In particular, elements of delivery services have the highest level of influence, then product, interfaces, prices, promotions and brands. These results provided the foundation for the author to come up with implications to improve the competitiveness of e-commerce sites.

Keywords: E-commerce, Competitiveness, E-commerce sites

STUDY FACTORS AFFECTING THE LOYALTY OF EMPLOYEES  IN GOLDEN COMMUNICATION GROUP

LUONG THI THU HIEN

DHQT11C, Faculty of Business Administration, Industrial University of Ho Chi Minh City

thuhienluong97@gmail.com

Instructor: HUYNH QUANG MINH PhD

Faculty of Business Administration, Industrial University of Ho Chi Minh City

huynhquangminh@iuh.edu.vn

Abstract. The research used Quantitative Methods with a sample of 170 valid surveys. The seven factors were established, including 6 Independent factors (1) Salary, (2) Working Environment, (3) Welfare, (4) Co-workers, (5) Rewards, (6) Training and Promotion opportunities and 1 dependent factor. Finally, the result of Multiple Regression Analysis and Regression Analysis show that there are 4 factors. They include training and Promotion opportunities, Working Environment, Salary and Rewards. All of them impact to employees’s loyalty in which the affect of Training and Promotion opportunities is strongest, followed by the Working Environment, Rewards and finally Salary.

Keywords: Loyalty; Employees

STUDYING THE  FACTORS AFFECTING COMPETITIVENESS OF HAI LUA ECOTOURISM AREA IN BEN TRE

NGUYEN THI PHUONG DUNG

DHQT11BTT, Faculty of Business Administration, Industrial University of Ho Chi Minh City

ntpdbnguyen2805@gmail.com

Instructor: NGUYEN VAN BINH MBA

Faculty of Business Administration, Industrial University of Ho Chi Minh City

nguyenvanbinh@iuh.edu.vn

Abstract. Hai Lua eco-tourism area in Ben Tre is one of the entertainment spots attracting a considerable number of domestic and foreign tourists. This study aims to analyze the factors affecting competitiveness of Hai Lua Ecotourism Area. Through the proposed theoretical model and actual survey data from 510 visitors of Hai Lua Ecotourism Area, conducting qualitative research. Next, quantitative research will be conducted through formal model tests. And with the results, there are 4 factors affecting the competitiveness of Hai Lua Ecotourism Area, and propose some administrative implications to improve competitiveness for Hai Lua ecotourism area.

Keywords: Competitive capacity; Marketing solutions; Tourism; Ecological; Hai Lua – Ben Tre.

STUDY ON FACTORS AFFECTING THE COMPETITIVENESS OF SAIGON ESPRESSO COFFEE LIMITED LIABILITY COMPANY

PHAM TOAN; DO THI NGOC THUONG; VI THI THU THAO

DHQT11CTT, Faculty of Business Administration, Industrial University of Ho Chi Minh City

phamtoan.2102pt@gmail.com; thuongdtn08@gmail.com; thaovi1297@gmail.com

Instructor: NGUYEN THI VAN PhD

Faculty of Business Administration, Industrial University of Ho Chi Minh City

nguyenthivan@iuh.edu.vn

 

Abstract. This study aims to indentify factors affecting competitiveness of SaiGon Espresso Coffee company in association with specific economic, social and natural conditions of the locality. The scales of the competitiveness of pangasius enterprises test by the coefficient Cronbach’s Alpha method, Exploratory Factor Analysis method (EFA) and regression model was used to test the relationship between the independent factors of the competitiveness of pangasius enterprises. The qualitative and quantitative research methods were used to survey 245 people with 24 observed variables in order to determine factors affecting brands of company in Ho Chi Minh City. The results showed that four factors: financial capability, human resources, market and marketing, production technology techniques.

Keywords: Competing capability, Ho Chi Minh City, Business opearation.

THE RELATIONSHIP BETWEEN FOOD QUALITY AND MENU QUALITY WITH CUSTOMER SATISFACTION IN THE RESTAURANT

NGUYEN THI HIEN1, DAM THI THANH HUE1, XOI MY NGUYEN2

1DHMK11A, Faculty of Business Administration, Industrial University of Ho Chi Minh City

2DHMK11B, Faculty of Business Administration, Industrial University of Ho Chi Minh City

nguyenhien2096@gmail.com, damhue0097@gmail.com, mynguyen.nancy@gmail.com

Instructor: NGUYEN VAN THANH TRUONG PhD

Faculty of Business Administration, Industrial University of Ho Chi Minh City nguyenvanthanhtruong@iuh.edu.vn

Abstract. The research is to understand the relationship between food quality and menu quality with customer satisfaction at restaurants in Ho Chi Minh City. The study was conducted through a group interview method, observed at restaurant location in HCM city. After conducting surveys, collecting and decanting the final result, 190 surveys were satisfactory. The results of this study indicate that the relationship between food quality and menu quality has a strong influence on customer satisfaction. In particular, food quality factor is more effective than the menu quality factor in satisfaction.

Keyword: Food quality, Menu quality, Satisfaction, Restaurant.

RESEARCHING THE IMPACT OF BRAND EQUITY ON STUDENT CHOICE OF UNIVERSITY AT RMIT VIETNAM

TRAN LE NGAN DAM

DHQT11ITT, Faculty of Business Administration, Industrial University of Ho Chi Minh City tranlengandam0209@gmail.com

Instructor: NGUYEN THANH LONG PhD

Faculty of Business Administration, Industrial University of Ho Chi Minh City Email: nguyenthanhlong@iuh.edu.vn

Abstract. In the globalized era, branding has become one of the most important issues for all businesses. Education within competition environment becomes fiercer, especially with international education brands. So what are the opportunities for foreign education businesses in particular when officially entering Vietnam market? And what is the level of brand influencing the student’s decision-making and choice process? Basing on the above demand, I would like to choose the topic “Researching the impact of brand equity on student choice of university at RMIT Vietnam”. By qualitative and quantitative research methods, the results indicated four independent variables: (1) Brand awareness, (2) Perceived quality, (3) Brand association, (4) Brand loyalty that affect the student’s choice. Since then, the author proposed solutions to improve brand equity for RMIT University Vietnam.

Keywords: Brand influence; decided to choose a school; RMIT Vietnam

MOTIVATION OF THE INTENTION TO CONTINUE USING MOBILE APPLICATION OF THE USER

TRUONG THI KIEU ANH; PHAM THI VAN ANH; PHAM THI DUNG; NGUYEN HOAI XUAN HOA

DHMK13D, Faculty of Business Administration, Industrial University of Ho Chi Minh City

kieuanh03071998@gmail.com

Instructor: PHAM TRONG NHAN MBA

Faculty of Business Administration, Industrial University of Ho Chi Minh City

trongnhanmkt@gmail.com

Abstract: Promoting the intention to continue using mobile application (app) of the user plays an essential role in maintaining the customers of app providers. This study was conducted to determine the motivation for users to continue using the app on their devices based on a combination of Theory of Reasoned Action (TRA) by Ajzen and Fishbein (1975) with the Innovation Diffusion Theory (IDT) by Rogers (1995). Qualitative and quantitative research has been used to design scales, determining the factors that influence the intention to continue using the app. The research result through the sample of 219 app users shows that three motivational factors that maintain application use in the order of the impact level are: Compatibility, Relative Advantage, and Attitude.

Keywords: Motivation, Mobile application, Intention to continue using, Innovation Diffusion Theory Theory of Reasoned Action.

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