INDUSTRIAL UNIVERSITY OF HO CHI MINH CITY
FACULTY OF BUSINESS ADMINISTRATION
INNOVATION - UNITY - HUMANITY
INDUSTRIAL UNIVERSITY OF HO CHI MINH CITY
FACULTY OF BUSINESS ADMINISTRATION
INNOVATION - UNITY - HUMANITY

Author Archive

Why is Marketing still the leading group of Top 10 hottest industries nowadays?

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Marketing always plays a very important role, deciding the survival of the business. In a competitive and global business environment, more and more businesses realize the importance of a comprehensive and effective marketing strategy. Therefore, the demand for recruiting human resources in Marketing with creative capacity and high adaptability with the change of business environment is huge.

Although the demand for recruiting marketing personnel is very high and constantly increasing, the supply is not enough to meet the market demand, leading to enterprises having to recruit personnel who are not trained in marketing; many graduates of other majors in the field of economics are placed in marketing positions, resulting in low productivity and efficiency. It can be said that the marketing labor in the market is in need of a huge supply, with clearer requirements than output quality and more prestige in training. Seizing this opportunity, marketing has been chosen by many youth as their passion and goal of career development.

Marketing is increasingly asserting an extremely important position in the existence and development of an enterprise, so policies on salary, bonus, remuneration, working conditions and promotion opportunities for the force team in this field is often much higher than the common of many other professions. Yet, many people still do not understand exactly what Marketing is, they often mistakenly believe Marketing is simply distributing leaflets, running ads on websites, making TVC advertisements, etc. Indeed, Marketing is more important and interesting than that. The main task of a marketing staff is to focus on monitoring customer behavior changes, analyzing markets, identifying new opportunities and threats for businesses, buildinging business development strategies, proposing new ideas, analyzing media campaigns, PR campaigns and organizing events etc. towards building a sustainable brand for businesses, not for sales. The positions that Marketing students can start right after graduation are marketing experts; market development specialist, product development, customer care, public relations; specialist in digital marketing and social networking; event organizers and event managers; developing experts and implementing communication programs, etc. In case the students who have own great ideas, strategic thinking, leadership skills take on higher positions such as marketing manager, marketing director, strategic director, sales director etc. is possible.

So what are the basic qualities of a marketing specialist? Characteristics of marketing profession requires flexibility, enthusiasm for the profession, ability to adapt to changes in business environment and sharp strategic thinking. That is only part of the requirement of this profession, if any student who wants to become a good marketing staff must definitely has all these qualities. However, students do not have to worry because there are schools, teachers and those who always inspire the training process, the practical work, together with students’ passion and effort to learn constantly will help them quickly reach their dreams.

Center of Human Resource Forecast and Labor Market Information of City Ho Chi Minh City had an online survey in Vietnam (2018) announcing that “The marketing industry continues leading in 6 fields with the highest demand for recruiting human resources today”. According to many experts in many fields, those who are trained in this discipline and equipped with appropriate skills as well as a passion for careers will be the brightest candidates on the labor market now and in the future./.

Lecturer: Tran Phi Hoang, Marketing Department

Introducing the use of flipped ClassRoom Model

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In the trend of regional and world integration of education, finding and applying a new model and teaching method to improve the quality of higher education in Vietnam is becoming an urgent need and is the concern of those who are interested in the career of educating people, from educational management agencies, university leaders to direct lecturers. One of the solutions to improve the quality and standardize the Business Administration training program is to innovate the organization of class models and teaching methods. One of the class models that schools and departments encourages teaching staff to use is the Flipped Classroom Model.

Flipped Classroom is an advanced education model applied based on the development of Elearning technology and modern training methods. With this model, learners focus the lectures online at home. Class time will be for interactive and collaborative activities that reinforce theoretical issues explored. Learners will be proactive in understanding, studying more theory, accessing video lectures, and case studies in the form of video clips at any time, stopping the lecture, taking note and reviewing if needed. Elearning technology helps learners better understand the theory, then be ready to participate in group sessions, confidently discuss in class, and actively do advanced exercises. In addition to the content of self-design, lecturers can use the content of other lecturers and service providers which common in foreign countries. In order for the teaching and learning process to be successful, the Elearning courses must be very methodical and attractive to draw learners’attention without distraction but focusing on learning. Lecturers must manage and evaluate the acquisition of knowledge through small exercises accompanying with the curriculum.

With traditional classes, learners go to school, listen to their lectures and return home to do homework making them passive learners and this form is known as “Low thinking”. At this time, lecturers’ role is to transfer new knowledge and according to Bloom’s thinking ladder, this task is only at lower levels (ie “knowing” and “understanding”), while the learners’ task is to do practical exercises and according to Bloom’s thinking ladder, this task is of high rank (including “application”, “analysis”, ” synthesis ” and “evaluation”), which is not appropriate. Because the higher-level task should have been undertaken by the teacher yet by the learners or by the unprofessional. However, with flipped classes, knowledge-based learning is directed by teachers (through ELearning courses, pre-prepared assignments, and learners’ self-research and studey); learners’ task is to acquire new knowledge and do low-level homework at home. In class, interaction, discussion and sharing knowledge are organized by lecturers. High-level exercises are also conducted in the classroom with lectures’ support, teammates and classmates.

In the Flipped Classroom, learners are centered and time to study theory and doing excersices is at home while class time is for discussing, exploring topics deeply and creating more interesting learning opportunities for learners. At class, learners can actively master the discussions. Flipped Classroom allows teachers to spend more time with each individual, each group of learners who does not understand the lesson or consider issues thoroughly. This helps learners to be more confident and positive and also helps learning and research become more effective. This modern way of learning requires learners to have a lot of mental activities so it is called “High thinking”. At that time, high-level tasks in Bloom’s thinking ladder are performed by both teachers and students. Students are not allowed to sit passively listening decreasing the boredom. The plus point for this method is that learners can learn anytime, anywhere and with any devices connected to the internet such as smartphones, tablets, laptops, desktop computers, etc.

This method of learning is highly feasible for learners who are able to self-study, have discipline and determination. The effectiveness of the method has also been proven for a long time in many countries with strong educational development such as the US, Europe and Australia. In Vietnam, this model is still new. Recently, some lecturers of Faculty of Business Administration of Industrial University of HCM city have applied and had some encouraging results; however, this has shown some limitations in applying one part yet the whole of the flipped classroom model.

However, applying this method in practice has also encountered many difficulties such as: Changing the perception and behavior of lecturers from the role of “transmitting” to “guiding” is probably the biggest barrier for each teacher; Many students are not used to studying under this model; Technology among learners are not equal because of students’ lack access to technology; the Flipped Classroom model cannot be used for all teaching subjects; The specification of each country’s education, each school, as well as the characteristics and skills of learners are different. It takes a lot of time and effort for the lecturers to prepare their lessons; Using other tools to organize learning activities at home and in class requires lecturers to be good at technology and competence in methods; Poor Internet access will disrupt learning at home; Not all learners are interested in this method; Not all lessons are suitable for this method, so it is necessary to have an assessment method that is appropriate to the teaching contents, not too dependent on exams. Lecturers and subject group must have professional meetings to share experiences to build synchronous plans and throughout the school year.

William A. Bartd said “The outstanding teacher knows how to illustrate, the great teacher knows how to inspire.” With the Flipped Class Model, the teacher will illustrate his lecture and idea in the most intuitive and the easiest way to inspire learners./.

Lecturer: Tran Phi Hoang, Marketing Department

The memory of students life

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If you have to use 5 adjectives to describe your feelings about the university, what would you say? This’s my answer: Pretty, surprise, excited, passionate and regretful. It sounds too contradictory. But isn’t it.

Pretty! Our school is beautiful. With a countryside girl like me, this is the biggest and the most beautiful school I’ve ever seen since I came to Saigon. To be honest, I took almost 1 hour go around the school on the first day. Although IUH is not the No.1 school in Vietnam but it is the top 10 school about the quality of facilities and education in Vietnam. Thinking about it, I was also proud because I was lucky to head at IUH

But there was a bit of surprise, I was surprised in my first year of university entrance. a new environment, with the new friends, completely unfamiliar knowledge. It makes me feel a bit out of place, nervous and pressure. But it is also the motivation for me to starting specific plans to try and integrate with this place.

As a freshman, I started to feel more interested in IUH. Perhaps the other side of a new environment is curiosity and novelty, so I also tried to catch a better pace, integrate faster, and absorb knowledge more effectively. It is all thanks to the teachers’ closeness and ingenious non-rigid communication. And especially, I started to discover many potential possibilities of myself that I didn’t know before, so I wanted to spend more time studying because I didn’t know before. What about this whole new knowledge.

I feel fortunate to have chosen the right field with my ability and meet enthusiastic and talented teachers, leading students who are as vague as like me into the right way with my abilities, take me out of the safe zone, to the international environment to collide and sharpen my ability. Especially enlighten me about what’s the start-ups, and good people are people who know how to lift others on their wings.

Specifically, the Hult Prize Asia Regional 2019. I was selected as one of the four representatives of the school who proposed and implemented a Hult Prize 2019 start-up project. The feeling of being both happy and afraid, I don’t know should I accept or not. Because this is a good chance for me to try the international environment, but it is also a big pressure for me. Finally, I’m agreed and did not regret that decision, and I felt grateful to the teachers for believing and supporting me so much, help I could achieve the best results in the competition.

After 4 months of focusing on projects, what I learned from the competition is difficult to say. What I like most is the entrepreneurial thinking and spirit learning from friends and teachers. It helps me a lot in work and study

I think any environment will be two-sided, negative and positive. If we cannot change the problem, just look at the positive side to try and develop yourself to love more than where we live and study. Please let yourself be used by society, to be dedicated, so that after you leave school. You don’t have to say the if it is, I feel sorry for myself a bit, but it also makes me think a lot because I did not try harder, learn and try sooner. We don’t need to be better than others. But must definitely be better than yourself yesterday and never give up.

Postscript.

I wish you luck and success.

A senior student of Business Administration Department at IUH

Chu Thi Thanh Tam

15 selected papers of the FBA student 2019

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STUDYING THE AFTER-SALES SERVICE DRIVERS OF HOME APPLIANCES CONSUMERSSATISFACTION 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.

The Organization Committee would like to announce and congratulate 5 topics to get to the final of the first in 2019 “Start-up Idea” Contest:

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TopicAuthor
1Organic smoking pipeLe Duy Cuong, Dao Xuan Khanh
2App-web looking for rooms / inns BeeNguyen Dinh Tai, Nguyen Thi Thuy My
3B_LIFENguyen Thi Yen, Duong Thi Thanh Nga
4Coffee in the CloudsDo Thi To Quyen, Nguyen Thi Thu Thuy, Bui Thi Truong Vien, Nguyen Thi Binh Yen
5Stationary Convenience Store No SellerDang Thi My Duyen, Nguyen Thi Thao Tam

The names listed on the list above will be scheduled to meet at 8:00 on May 8, 2019 at D3.01 office. We hope to see you all there

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