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Article
Publication date: 9 January 2018

David H.B. Bednall, Harmen Oppewal, Krongjit Laochumnanvanit and Cuc Nguyen

This paper aims to discover how consumers process an innovative set of systematically varied service trial offers and how this affects their learning and interaction as…

Abstract

Purpose

This paper aims to discover how consumers process an innovative set of systematically varied service trial offers and how this affects their learning and interaction as precursors to customer engagement.

Design/methodology/approach

The research uses experiments that manipulate pricing, type of service and delivery method. A repeated-measures design was used with a sample of 396 participants.

Findings

Free (as opposed to cost or full price) service trials were more likely to be accepted, with perceived truthfulness of the trial offer and perceived obligation mediating the relationship. Credence service trials generate higher levels of perceived obligation than experience service trial offers, while personal services are more likely to lead to trial adoption.

Research limitations/implications

The research can be extended to well-recognized brands and further mixed service contexts.

Practical implications

Trial offers of new services are best targeted at buyers who are in the likely buyer group. The trial offer may accelerate time to purchase and relieve perceived risks. The trials of credence services need further signals of quality in the trial itself for consumers to adopt the full service. With personal service trials, skeptical consumers need assurance as to what will happen after the trial experience. Free trials may actually devalue a service, threatening engagement.

Originality/value

Uniquely, service trial offers are systematically manipulated using experience versus credence and personal versus impersonal trials to determine their effect on acceptance of the trial offer and the full service. Additionally, the study compares free, cost price and full price trial offers.

Details

Journal of Services Marketing, vol. 32 no. 1
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 4 March 2014

Cuc Nguyen, Howard Frederick and Huong Nguyen

The purpose of this study was to explore the impact of governmental support policies and socio-cultural influences on female entrepreneurship in rural Vietnam. As such…

Abstract

Purpose

The purpose of this study was to explore the impact of governmental support policies and socio-cultural influences on female entrepreneurship in rural Vietnam. As such, the study addresses an important literature gap concerning female entrepreneurship within rural communities in South East Asia.

Design/methodology/approach

Qualitative in-depth interviews were conducted with six female entrepreneurs and six female non-entrepreneurs in northern Vietnam to examine the influence of various environmental factors on female entrepreneurship in a rural setting.

Findings

The results suggest that government pro-entrepreneurship policies, together with private sector interventions, have had an impact on rural Vietnam. Yet females in rural and remote Vietnam are still constrained by societal prejudices, financial limitations, and limited entrepreneurship educational opportunities.

Originality/value

The paper's originality lies in its review of the circumstances confronting women in rural Vietnam and its findings concerning the impact of environmental factors on female entrepreneurship in this setting.

Details

International Journal of Gender and Entrepreneurship, vol. 6 no. 1
Type: Research Article
ISSN: 1756-6266

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Article
Publication date: 30 May 2018

Trang Thi Huynh and Cuc Hong Lam

This study aims to investigate the rate of print material deterioration at the Learning Resource Center – a university at the Mekong Delta and identify users’ behaviors…

Abstract

Purpose

This study aims to investigate the rate of print material deterioration at the Learning Resource Center – a university at the Mekong Delta and identify users’ behaviors that may harm library materials, thereby presenting some potential solutions to enhance librarianship students’ awareness of preservation.

Design/methodology/approach

The research is based on Walker’s (2003) conceptual framework of preservation and that of education and propaganda from awareness development. Using a quantitative approach, 25-item questionnaire was delivered to 133 sophomores and seniors and analyzed by SPSS software. Qualitative data from the open-ended question were recorded and analyzed by themes.

Findings

The findings from this study show that the rate of print material deterioration at the Learning Resource Center was relatively low compared to that of other libraries in the nation and in the world. In addition, students’ knowledge about how to make the photocopies, as well as how much to open the book, is limited. The most important reason is because of lack of education from school and the library. The research also proposed some effective and realizable solutions to enhance librarianship students’ awareness of preservation of the materials at Learning Resource Center of a Mekong Delta university, Vietnam.

Practical implications

This research provides library staff and users, especially librarianship students, with an awareness of the important role of book preservation, human behavior of library collections and potential preventive ways of book damage. This study also specifies evidence that library lecturers should include ethical issues in their lectures because librarianship students still have limited knowledge of book preservation. By doing so, these actions may motivate librarianship students to continue to learn and apply their knowledge of preservation into library materials and their own documents. Furthermore, the finding of the library work punishment contributes to better understanding of library labor force and students’ personality education. The findings can serve as a reference to educating other users in Vietnam and globally.

Originality/value

The level of print material deterioration at the Learning Resource Center of a Mekong Delta university, Vietnam and library work punishment were observed to be the most important findings with regard to library preservation in a particular library in Southeast Asian country. These findings provide insights into students’ awareness of preservation, not yet discussed in the literature.

Details

Information and Learning Science, vol. 119 no. 7/8
Type: Research Article
ISSN: 2398-5348

Keywords

Content available
Article
Publication date: 2 April 2021

An Duong

This study aims to examine the impact of the preferential credit (represented by loan volume and duration) provided by the Vietnam Bank for Social Policies on household…

Abstract

Purpose

This study aims to examine the impact of the preferential credit (represented by loan volume and duration) provided by the Vietnam Bank for Social Policies on household welfare (represented by household income and consumption) in Ninh Binh province, Vietnam. It also identifies and ranks the barriers of accessing the credit.

Design/methodology/approach

The study applies fixed-effects method to handle the panel data to examine the impact of the credit on poverty reduction. It also uses face-to-face interviews and group discussions to identify and rank the barriers of accessing to the credit.

Findings

The results show that the loan volume significantly helps improve household income, but does not help improve household consumption. For example, a 1% increase in the loan volume is associated with an increase of almost 0.69% in household income, significant at the 1% level. In addition, the loan duration does not help improve household welfare. The major barriers of accessing the credit include the time spent to get to the nearest bank branch and the transparency of household poverty status assessment.

Research limitations/implications

Data are collected in three years, the number of the sample limits at 300 households. A few variables are not included in the models due to resource limitation for data collection or the nature of the study method.

Practical implications

The Vietnam Bank for Social Policies preferential credit may need to increase the loan volume to significantly help improve household welfare, hence reduce poverty. In addition, barriers of accessing the credit such as bank coverage and the household poverty status assessment should be eliminated so that more households, including poor ones, can have a better access.

Social implications

The Vietnam Bank for Social Policies preferential credit can help to improve household welfare, hence ease household poverty status. To help the credit reach more people, accessing barriers such as bank coverage and the household poverty status assessment should be eliminated.

Originality/value

This is the first study that has examined the impact of the Vietnam Bank for Social Policies preferential credit on household welfare and identified barriers of accessing the credit. The quantitative analysis uses a panel data set constructed from 300 face-to-face interviews with households located in one city and two districts in Ninh Binh province during 2016–2018 and applied the fixed-effects method to examine the impact of the credit on household welfare. The qualitative analysis uses in-depth interviews and group discussion with key persons and related parties to identify barriers of accessing the credit.

Details

Journal of Economics and Development, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1859-0020

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Article
Publication date: 20 June 2018

Tuan Trong Luu

There has been a growing number, though still modest, of organizations in Vietnam context that hire employees with disabilities and build disability inclusive management…

Abstract

Purpose

There has been a growing number, though still modest, of organizations in Vietnam context that hire employees with disabilities and build disability inclusive management practices and disability diversity climate for them to engage in their work roles. The purpose of this paper is to investigate how disability inclusive HR practices contribute to work engagement of employees with disabilities working in Vietnam-based information technology (IT) industry.

Design/methodology/approach

The research model was tested through the data collected from employees with disabilities and their direct supervisors from IT companies based in Vietnam.

Findings

The data analysis revealed that disability inclusive HR practices influenced employees with disabilities to engage in their work activities through organizational identification as a mediator. Moral leadership exhibited a positive interactive effect with disability inclusive HR practices in promoting organizational identification of employees with disabilities and, in turn, their work engagement. In addition, employees’ idiosyncratic deals were found to serve as an individual enhancer for the link between their organizational identification and work engagement.

Originality/value

This research sets a milestone for more empirical inquiries on disability-oriented antecedents at both organizational and individual levels that can foster work engagement of employees with disabilities.

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Article
Publication date: 2 April 2019

Nguyen Quynh Phuong and Mokbul Morshed Ahmad

The purpose of this paper is to map the “migration pathways” (King and Skeldon, 2010) followed by interviews with a group of Vietnamese international labour migrants.

Abstract

Purpose

The purpose of this paper is to map the “migration pathways” (King and Skeldon, 2010) followed by interviews with a group of Vietnamese international labour migrants.

Design/methodology/approach

Through 50 in-depth interviews, the authors identify the reasons that explain the pathways observed.

Findings

The authors found that more than half of the interviewees did what King and Skeldon describe as a U-turn, whereby the migrants go abroad for work directly from their home town and return to settle there. The remainder did a J-turn, meaning the migrants returned and settled elsewhere. The majority of those doing a J-turn moved to another town/city within the province of their home town. Few return migrants settled outside their home province. The main explanations for the U-turn choice include existing investment in immobile assets in their home town, strong family ties, parental care obligations, lack of skill acquisition from international labour migration, age and for married migrants having children. Poor conditions in their home town, the absence of local job opportunities and better schooling for children were important considerations that made the J-turn more desirable. Having family ties in a new location, and affording the investment needed to settle in a new town, were important explanations to make the J-turn possible.

Originality/value

This paper highlights the need for economic development in rural Vietnam, including the creation of decentralised and sustainable livelihoods, so that return migrants have opportunities to reintegrate within their home communities.

Details

International Journal of Sociology and Social Policy, vol. 39 no. 3/4
Type: Research Article
ISSN: 0144-333X

Keywords

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Article
Publication date: 20 September 2021

Van Huy Nguyen

The purpose of this study is to employ social exchange and social representation theories to explain Kinh and Ethnic minorities’ perceptions toward tourism development in…

Abstract

Purpose

The purpose of this study is to employ social exchange and social representation theories to explain Kinh and Ethnic minorities’ perceptions toward tourism development in Sapa. A cluster analysis is used to segment their perceptions based on tourism impacts.

Design/methodology/approach

The primary data collection involved a survey with local residents in Sapa, Vietnam.

Findings

The results from cluster analysis separate 357 local residents into three clusters which are supporters, pessimists and neutralists. The supportive cluster comprises mainly young, female and less-educated respondents who support tourism development because of their employment and income; however, the pessimistic cluster which mostly consists of highly educated and elder respondents show more concerns about tourism development. Demographic profiles of respondents are classified in each cluster, so that policymakers can put forward specific policy for each ethnic group.

Research limitations/implications

The main limitation of this study is the high rate of incomplete responses in the questionnaires from ethnic minority groups.

Practical implications

Based on the findings of the study, implications are made for tourism planners and policymakers toward a future of more sustainable tourism development in the target context.

Originality/value

To the best of the author’s knowledge, this is the first study to segment the perceptions of Kinh and Ethnic minority groups toward tourism impacts in Sapa, Vietnam.

Details

International Journal of Tourism Cities, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2056-5607

Keywords

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Article
Publication date: 21 September 2021

Pham Tien Thanh and Le Thanh Tung

During the COVID-19 pandemic, mass media play a vital role in containing the outbreak of the virus by quickly and effectively delivering risk communication messages to the…

Abstract

Purpose

During the COVID-19 pandemic, mass media play a vital role in containing the outbreak of the virus by quickly and effectively delivering risk communication messages to the public. This research examines the effects of risk communication exposure on public understanding and risk perception of COVID-19 and public compliance with health preventive measures.

Design/methodology/approach

Data from Vietnam during COVID-19 social distancing and path analysis model are used for empirical analysis.

Findings

This analysis finds that exposure to risk communication in mass media encourages public compliance directly and indirectly through the mediating roles of public understanding and risk perception. Further investigations also find that exposure to risk communication in both online media and traditional media facilitates public compliance. In addition, exposure to risk communication in online media only raises public risk perception, whereas exposure to risk communication in traditional media only raises public understanding.

Research limitations/implications

This research implies that traditional and online media should be combined to increase the efficiency and effectiveness of government risk communication work.

Originality/value

This research is among the first attempts that examine the role of mass media (both traditional and online) in enhancing public compliance with preventive measures directly and indirectly through the mediating roles of public risk perception and understanding.

Details

International Journal of Sociology and Social Policy, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0144-333X

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Article
Publication date: 7 July 2020

Amy Linh Thuy Nguyen

While the current anti-globalisation wave is considered as a regional and cyclical relapse among Western countries, the new era of globalisation has shifted away from…

Abstract

Purpose

While the current anti-globalisation wave is considered as a regional and cyclical relapse among Western countries, the new era of globalisation has shifted away from stagnant developed economies towards the rising prosperity of emerging Asia, where it is attracting substantial global inward foreign direct investment (FDI). Focussing on Vietnam, the country that is seen as Asia’s next economic tiger, the question of how important intellectual properties (IP) protection is in the international competition for FDI inflows is still unsettled, especially on the under-researched topic of trademarks.

Design/methodology/approach

This paper takes on the business history approach, which allows rich evidence from the dynamic and evolving natures of multinational enterprises (MNEs) to drive the research process, so that international business scholars can test models rigorously. The evidence provided in this paper is essentially qualitative and combines trademark registrations data, with trade and FDI statistics between 1986 and 2016, also draws on companies’ archives, industry reports and related newspaper articles.

Findings

This paper provides the chronology of intellectual property right (IPR) legal landscapes and the dynamic co-evolution of trademarks and FDI inflows in Vietnam. Three trademark protection strategies for MNEs and their patterns here are addressed. The paper also argues that trademarks bring new insights and IP protection strategy for pharmaceutical MNEs for the case of Vietnam is as important in trademarks as it is in patents. In emerging markets with strong incentives for FDI such as Vietnam, MNEs are not necessarily put off by weak IPR, but rather create alternative strategies for dealing with the lack of IP protection in these emerging market settings.

Originality/value

This study challenges the stream of thoughts that view trademarks as a “neglected intangible asset” among different IPRs, while in fact, trademarks advance MNEs’ knowledge by ensuring competitiveness and long-run survival in emerging markets. This paper is among the first few attempts to look at pharmaceutical industry through the lens of trademarks, moving away from the traditional patent-focussed approach. It extends the understanding of OLI paradigm and highlights that MNEs need to possess Oa and Op advantages not only at the beginning of internationalisation process but rather evolving through the time to cope with imitation risks in the host country.

Details

Multinational Business Review, vol. 28 no. 4
Type: Research Article
ISSN: 1525-383X

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Article
Publication date: 3 August 2020

Cau Ngoc Nguyen, Wei Ning, Albi Alikaj and Quoc Nam Tran

This study aims to examine the impact of managerial use of motivating language on employee absenteeism, turnover intention, job satisfaction and job performance for…

Abstract

Purpose

This study aims to examine the impact of managerial use of motivating language on employee absenteeism, turnover intention, job satisfaction and job performance for employees from three nations: India, the USA and Vietnam.

Design/methodology/approach

Data is collected from 614 employees working in India, the USA and Vietnam. A variance-based partial least squares structural equation modeling technique is used to test the hypotheses. In addition, a statistical test is used to examine the statistical differences in the results across the three nations.

Findings

The findings are consistent with the motivating language theory, in that managerial use of motivating language can be an effective strategy in motivating employees. Specifically, motivating language is found to significantly decrease employee absenteeism and turnover intention, as well as significantly increase job satisfaction and performance across the three nations. The effect sizes indicate that, across all samples, motivating language has a medium effect for all employee outcomes, except absenteeism, which is shown to have a small effect size. Moreover, the results indicate that employees in different cultures perceive and interpret the leader’s use of motivating language in different ways. Whereas motivating language may receive greater success in promoting workers’ job performance in eastern cultures, it is also more effective in retaining employees in western cultures.

Originality/value

The study adds to the literature in three major ways. First, it provides evidence for two understudied relationships: motivating language and absenteeism and motivating language and turnover intention. Second, it assesses the generalizability of the motivating language theory by investigating data from India, the USA and Vietnam. Finally, this paper offers a statistical comparison of the three samples to analyze how the relationship between motivating language and worker outcomes differ among the three samples.

Details

Management Research Review, vol. 44 no. 2
Type: Research Article
ISSN: 2040-8269

Keywords

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