89

Himalayan Economics and

Business Management

Research Article

Factors Impacting Customer Satisfaction at BIDV Bank in

Vietnam

Nguyen Hoang Tien1, Dinh Ba Hung Anh

2, Nguyen Thanh Vu

3, Bui Xuan Bien

4, Vu Tuan Anh

5, Nguyen Van Dat

6

and Nguyen Thanh Hung7

1Ho Chi Minh City University of Food Industry, Vietnam

2Ho Chi Minh City University of Technology, Vietnam

3Nguyen Tat Thanh University, Vietnam

4Hanoi Finance and Banking University, Vietnam

5Da Lat University, Vietnam

6Tay Nguyen University, Vietnam

7Binh Duong University, Vietnam

INTRODUCTION To The Research Problem

In Vietnam today, there are many banks, each bank

creates its own card products to serve its customers,

leading to increasingly fierce competition among banks

in this type of service. paralysis. Therefore, in addition

to continuously applying technical and technological

achievements and improving the utility features for card

services, banks must also find ways to make customers

satisfied when using the card service. Determining the

factors affecting customer satisfaction and measuring

the influence of these factors on customer satisfaction

when using card services is a key point in business

activities. card services of banks. Currently, the level of

competition in banking activities is increasingly

fierce. Service quality and customer satisfaction are

very important concepts that banks need to understand

in order to constantly increase their competitiveness in

business to survive and develop. Banks that win the

attention and loyalty of customers will have sustainable

development. Service quality will bring customers

satisfaction to a certain level that we can

measure. Customers have a high level of satisfaction

with a product or service that the bank is providing

them, the bank has won the interest and loyalty from

customers. The customer-oriented business strategy is

being paid special attention by banks. Therefore, the

bank studying customer satisfaction for each product

and service is an important job that needs to be done

regularly to constantly improve the quality of each

product and service to bring satisfaction. highest for

customers when they use the bank's products and

services.

Rationale

Reliability, Empathy, Tangibles, Responsiveness,

Service Capability, Service Price. These six

components contribute positively to customer

satisfaction, are tested and meet the requirements for

the model's value, reliability, and fit with market data.

According to Parasuraman (1985, 1988) "Service

quality is defined by the difference between customers'

expectations of the service and their evaluation of the

service they receive". Parasuraman (1985) introduced a

*Corresponding Author

Nguyen Thanh Vu

Article History

Received: 10.08.2021 Accepted: 20.08.2021

Published: 31.08.2021

Citations: Nguyen Hoang Tien, Dinh Ba

Hung Anh, Nguyen Thanh Vu, Bui

Xuan Bien, Vu Tuan Anh, Nguyen

Van Dat & Nguyen Thanh

Hung(2021); Factors Impacting

Customer Satisfaction at BIDV

Bank in Vietnam. Hmlyan Jr Eco

Bus Mgn; 2(4) 89-97.

DOI: 10.47310/Hjebm.2021.v02i04.011

Abstract: Currently, with increasingly fierce competition for market share among banks,

improving customer satisfaction at banks is an issue that needs special attention. Therefore,

it is necessary to conduct analysis and assessment of customer satisfaction about the bank's

products and services and service culture to know how customers perceive themselves,

know the advantages and disadvantages of the bank. Need to be maintained and

inadequacies should be corrected. Not outside the general trend of banks today, BIDV is

also aware of the importance of improving customer satisfaction when using BIDV's

services to create a competitive advantage with other banks. Other customers, namely

individual customers, are an important component of the bank's main profit.

Keywords: satisfaction, banking, customers, competition.

Open Access

Nguyen Hoang Tien et al., Jr Eco Bus Mgn; Vol-2, Iss- 4 (July-Aug, 2021): 89-97

90

model of five gaps and five components of service

quality, called Servqual for short, Servqual is a

combination of two words "Service" and "Quality" and

is evaluated by many researchers as quite

comprehensive. (Svensson, 2002). After that, Servqual

continued to be perfected through focusing on the

concept of "Quality Perception" of consumers because

the customer's quality perception is the most objective

assessment of quality. of service

Service quality is the ability of the service to meet

the expectations of the customer using the service, or in

other words, all the additional activities and benefits

that the bank brings to the customer in order to repeat,

strengthen and expand long-term partnerships with

customers through creating customer satisfaction

Satisfaction is a function of expectations, perceived

together with the gap between perception and

expectation (Oliver, 1980; King, 2000). Service quality

is the factor that has the most impact on customer

satisfaction. customers (Cronin and Taylor, 1992;

Yavas et al, 1997; Ahmad and Kamal, 2002). If a

service provider provides customers with quality

products that satisfy their needs, that business has

initially made customers satisfied.

The study will take the SERVPERF scale as the

foundation for building a research model. Besides,

according to Fornel (1996) that the first factor

determining customer satisfaction is perceived quality,

the second factor is perceived price, so adding price to

the proposed model:

Reliability has a direct and positive influence on

customer satisfaction.

Empathy has a direct positive influence on

customer satisfaction

Tangible means have a direct influence on

customer satisfaction

Responsiveness has a direct influence on customer

satisfaction

Service capacity has a direct influence on customer

satisfaction.

Perceived price has a direct influence on customer

satisfaction

RESEARCH METHODS To carry out this research, this thesis focuses

on implementing the following methods:

Qualitative method Preliminary research was carried out by qualitative

method with group discussion and mock interview

techniques. The purpose of this study is to adjust and

supplement the e-banking service quality scale.

To carry out the qualitative research, the team

prepared a qualitative research panel to consult with

experts and a few provoking discussion questions for

the client that provided additional information that the

essay was missing. Location is at BIDV bank in Ho Chi

Minh City.

After consulting with experts and customers, the team

has drawn the following results:

Core Products and Services

A convenient and modern "deposit service"

observation variable helps customers easily transact

and manage their accounts.

The observation variable “ATM” is present in

many locations, saving customers' time in

searching.

The observation variable "banking service by

phone" is implemented on a seamless and uniform

multi-platform from mobile phones, websites,

watches and smart keyboards. Personalize and

customize the interface, make financial transactions,

payments and shopping easy.

The observed variable "lending" promptly meets all

financial needs.

Human factor providing service

The observed variable "providing banking

services" is correct and sufficient as what the staff

advised the customer before experiencing the

service.

The observed variable “customer care” always

helps and meets customer requirements, makes

customers feel safe and ensures customer

transactions.

Service Delivery System

Observable variable "Internet banking"

standardizes and simplifies the way of providing

services so that banking services can reach

customers in the shortest time without any

problems, improving technology capacity to

provide high quality service to customers.

Tangible Media

The observed variable "service environment" is

comfortable for customers when coming to the

transaction.

Turn the observation of "staff appearance" neat,

clean, enthusiastic, quick to support customers.

Social Responsibility

The observed variable "behaves fairly" with all

customers, regardless of occupation or class.

The observed variable "responsibility" shows the

publicity among bank employees such as leaving

on time, regularity, honesty.

Quantitative Methods Quantitative methods in the form of face-to-face and

telephone interviews were used to collect information

from customers using e-banking services of BIDV and

some commercial banks. other businesses in Ho Chi

Minh City.

Nguyen Hoang Tien et al., Jr Eco Bus Mgn; Vol-2, Iss- 4 (July-Aug, 2021): 89-97

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Reliability Factor Method Collected information will be processed by Scale

software after being evaluated by Cronbach alpha

reliability coefficient method and EFA exploratory

factor analysis, multiple regression analysis is used to

test the research model rescue.

RESEARCH RESULTS AND DISCUSSION:

Research Results Evaluation of reliability by Cronbach

Aggregate reliability of observed variables

Observed variables Scale average if

variable type

Scale variance if

variable type

Correlation

coefficient between

variable and sum

Cronbach's Alpha if this

variable type

Component Reliability: Cronbach's Alpha = 0.884 TC1 17.19 6,000 won .822 .837

TC2 17.28 5.951 .786 .844

TC3 17.27 6.157 .707 .863

TC4 17.21 5,978 .782 .845

TC5 17.51 6.745 .527 .903

Service environment component : Cronbach's Alpha = 0.796 MT1 11.74 3,674 .658 .720

MT2 11.40 4.289 .617 .745

MT3 11.46 4,573 .499 .795

MT4 11.67 3.403 .682 .709

Response component : Cronbach's Alpha = 0.740 DU1 11.72 3.230 .531 .683

DU2 11.56 3,380 .589 .650

DU3 11.79 3.389 .510 .694

DU4 11.82 3.539 .505 .696

Empathy component : Cronbach's Alpha = 0.779 DC1 10.08 5.738 .442 .801

DC2 10.10 5.030 .667 .679

DC3 10.26 4.842 .694 .663

DC4 9.87 6.056 .558 .741

Brand ingredients : Cronbach's Alpha = 0.862 TH1 6.24 2.725 .730 .813

TH2 6.35 2,690 .779 .767

TH3 6.21 2,790 .704 .836

Price component : Cronbach's Alpha = 0.870 GC1 7.46 2.930 .698 .866

GC2 7.71 2,596 .782 .790

GC3 7.88 2.325 .789 .787

Tangible media component: Cronbach's Alpha = 0.642 PT1 11.84 1.680 .386 .598

PT2 12.22 1,598 .412 .581

PT3 11.97 1.825 .477 .554

PT4 11.73 1,500 yen .441 .562

Components of customer satisfaction: Cronbach's alpha = 0678 HLKH1 11.85 1,704 .447 .621

HLKH2 12.24 1.528 .470 .605

HLKH3 12.03 1,724 .467 .612

HLKH4 11.79 1.408 .474 .609

Source: Analytical data from the author's team

With the results of the reliability assessment by

Cronbach's Alpha, all scales have Cronbach's Alpha

coefficient ≥ 0.6. The component with the lowest

Cronbach's alpha coefficient is 0.642 (scale into

tangible means), the highest is the reliable component

of 0.884. The other components all have Cronbach's

alpha coefficient in the range from 0.67 to 0.88 and the

correlation between the variable and the sum is greater

than 0.3. This result shows that all measured variables

meet the requirements.

Exploratory factor analysis EFA of independent and

dependent variable scales The Kaiser-Meyer-Olkin Measure of Sampling

Adequacy (KMO)=0.706 > 0.5 and 0.654 >0.5, and the

Bartlett statistic value is very small compared to

the significance level of 0.05, which proves the data

used for analysis factor (EFA) is perfectly appropriate.

The results of the factor analysis of the independent variables (Factor Rotation Matrix)

Nguyen Hoang Tien et al., Jr Eco Bus Mgn; Vol-2, Iss- 4 (July-Aug, 2021): 89-97

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Components

First 2 3 4 5 6 7

TC1 .895

TC4 .870

TC2 .868

TC3 .817

TC5 .672

MT4 .839

MT1 .818

MT2 .787

MT3 .692

DC2 .867

DC3 .850

DC4 .649

DC1 .622

TH1 .880

TH2 .872

TH3 .826

GC3 .908

GC2 .900

GC1 .856

DU2 .782

DU1 .729

DU3 .703

DU4 .677

PT3 .744

PT2 .743

PT4 .666

PT1 .621

The results of EFA exploratory factor analysis show

that the factor loading coefficients are all greater than

0.5, and there is no case that both factors are uploaded

at the same time with the loading coefficients close to

each other, so the factors can be guaranteed.

Convergent and discriminant values in EFA

analysis. Thus, the EFA analysis obtained 07

explanatory factors namely TC, MT, DC, TH, GC, DU

and PT with the scale components kept as originally

proposed, the extracted variance value reached 65.67 %.

Correlation Test The results of the correlation test show that the

model has a fairly close correlation between the

dependent variable of satisfaction and the independent

variables, but the correlation between the independent

variables is not significant at the 5 level. %. This is a

satisfactory condition for linear regression analysis.

Linear Regression Analysis Wald test for the statistical significance of the

independent variables, of the UN in n TC, MT, GC, DU,

DC, TH threads u -value P-value < a = 0.05 showed that

these variables mean statistics at 5% significance

level. The value of the adjusted regression coefficient

R2 = 76.46% indicates that the participation of the

above 6 independent variables explained 76.46% of the

variation of the variable on customer satisfaction when

using the service. Retail service of BIDV Nha Trang

branch. Also from Table 6, Fisher's test, the F

coefficient has P-value = 0.000 < 0.05, giving us the

conclusion that the model fits the market data.

Using the variables in the model, the formal

regression equation takes the form:

HLKH = 0.0616 + 0.1307

*TC+0.1404*MT+0.2184*GC+0. 3569*DU+

0.1392*DC + 0.0392*TH + ei From the results based on the value of the

normalized regression coefficient, the order of factors

affecting customer satisfaction in turn is: Response

(DU,0.5256); Price (GC,0.4287), Empathy

(DC,0.2609); Service environment (MT, 0.2263); The

profile (TC, 0.2003); and Trademarks (TH,

0.0786). The independent variables have the values of

the exaggerated variance coefficient (VIF) are all less

than 10, so the regression model does not have

multicollinearity.

Test of error according to normal distribution

(Jarque-Bera test) From the results of the histogram, it shows that P-

value (Jarque_Bera) = 0.1628 > 0.05, so we conclude to

accept the hypothesis Ho, that is, the residual (RESID)

responds according to the normal distribution.

Test of constant error variance (White tesT)

and Independent error test (non-autocorrelated

residuals- Breusch-Godfrey test) The results show that P-value (Obs*R

2 ) = 0.1707 >

0.05, so the conclusion accepts the hypothesis H o , that

is, the residual has unchanged variance. Similarly,

it shows that P-value (Obs*R 2 ) = 0.4106 > 0.05, so we

conclude that we accept the hypothesis H o , that is, the

residuals are independent. In summary, the regression

model tests are appropriate and scientific.

Nguyen Hoang Tien et al., Jr Eco Bus Mgn; Vol-2, Iss- 4 (July-Aug, 2021): 89-97

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Through the obtained research results, it shows that

the satisfaction of individual customers at BIDV Bank

is influenced by 6 components and their influence levels

are arranged in descending order as follows: response (β

= 0.526); Price (β = 0.429); Empathy (β =

0.261); Service environment (β = 0.226); Reliability (β

= 0.20), Brand (β = 0.079) compared with the initial

hypothesis, the tangible media variable was excluded

because it did not meet the condition of correlation with

customer satisfaction. personal goods.

4.2. Discussing the Results Firstly, the research results show

that responsiveness is the most influential factor, so

BIDV needs to pay special attention and take the

initiative to improve this factor. Specifically, to meet

the product requirements: The Bank always has a

variety of savings deposit products to serve customers,

which is the component of the meeting that is most

agreed by customers, so it is necessary to focus on

promoting the content. this content. In order to respond

to people, the Bank should consider improving the

professionalism of its employees by further quantifying

KPIs that apply specifically to employees in all service

departments. At the same time, it is necessary to apply

some measures to motivate employees, such as:

reasonable remuneration policies to motivate employees

to work. Only when they really love their work and are

loyal to the working unit, then the employees will work

hard, with enthusiastic, attentive service attitude,

wholeheartedly for customers.

Second, measurement scales of service

environment are related to professional service

capabilities of BIDV staff. Can be confirmed, a

professional services environment, the essential

foundation must come from professional people. That is,

the operational expertise and good sense of

responsibility, understanding of customer needs. To

achieve this, the executive branch should focus on

organizing staff training, especially skills of handling

sensitive situations in communicating with customers,

towards professionalism in every department from

operational parts directly to all other support. Building

cultural environment working professional, the

opportunity to share with every customer and service

oriented environment, cooperation, long-term success.

Third, building confidence for customers, the

internal BIDV cầ n identified here are the results from

the discipline, policies and organizational KPIs clearly

and thoroughly trained staff. Therefore, BIDV should

maintain honesty in all activities, fully, responsibly and

effectively perform all commitments to create trust for

customers. Therefore, in addition to a clear discipline

policy and process, besides, behavioral training courses

according to standards, handling and providing accurate

information need to be organized and monitored

regularly.

Fourth, BIDV needs to thoroughly inform each

teller that one of the factors affecting customer

satisfaction is empathy for customers and vice

versa. That is, it is necessary to listen to feedback from

customers, make them feel cared about, valued and

express the bank's interest will be a very effective

measure in improving satisfaction, thereby continuously

improving the quality of banking

services. Understanding the products that the bank is

selling is a necessary condition to empathize with

people who are using the bank's products and

services.

Fifth, the research results also show that reasonable

prices and costs will affect customer

satisfaction. Therefore, the diversification of retail

products and services, such as savings interest rates,

interest rates on demand accounts, and service fees are

money transfer fees and statement printing fees, card

issuance fee, online banking service fee, customers

always want preferential interest rates and low service

costs. Banks that find a suitable balance to meet this

factor can increase customer satisfaction.

Sixth, in terms of branding for retail services,

individual customers need to develop an appropriate

brand strategy for each type of individual retail product

and service based on the general brand strategy of

BIDV, and based on the overall strategic goal for all

retail products and services, thereby serving as the

foundation for building separate goals with KPIs, giving

clear communication messages for each product.

specific retail products. This will help assess the level

of satisfaction and awareness at each retail product

more clearly, create a feeling and affection for the

BIDV brand of individual customers, and help improve

the effectiveness of brand communication. brand in

accordance with the brand strategy of the head office.

CONCLUSIONS AND

RECOMMENDATIONS “Customer satisfaction is a customer's overall

attitude towards a service provider, or an emotional

response to the difference between what the customer

anticipated and what he received. for the fulfillment of

some need, goal or desire”. This is the foundation, a

necessary condition in any customer retention strategy

of the business as well as to build a loyal customer

system.

Initial construction includes 05 factors affecting

customer satisfaction about BIDV banking services

including: Reliability, service capacity, assurance,

sympathy...

The factor "Service capacity" has the strongest

influence on customer satisfaction, followed by the

factor "Reliability". This means that the more customers

Nguyen Hoang Tien et al., Jr Eco Bus Mgn; Vol-2, Iss- 4 (July-Aug, 2021): 89-97

94

feel the reliability and service capacity of the service as

well as the bank staff bring them more.

Customer satisfaction is a vital factor and a goal that

banks are currently pursuing. Along with the

increasingly fierce competition in the business

environment, it becomes increasingly necessary to learn

about customer needs and factors affecting customer

satisfaction.

How to get more new customers to trust and choose

a bank is always a top question and an important task of

each bank. From there we can see how the influence of

the customer is.

In the service sector, especially banking, the role of

satisfying customer needs is even more important,

stemming from the nature of interaction between

customers and the bank as well as the positive effects

that banks have on them. goods obtained. More

specifically, if the bank gives high satisfaction,

customers will continue to use the service and always

support the bank's new products and services,

recommend the bank to other major partners to become

a loyal customer of the bank. Thereby contributing to

increase in sales, market share, profit and position of

the bank in the market.

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in a Knowledge Based Economy. PTM Publisher,

Warsaw.

44. Tien, N. H. (2013). Competitiveness of Vietnam’s

Economy. Modeling Analysis. PTM Publisher,

Warsaw.

45. Tien, N. H., Thai, T. M., Hau, T. H., Vinh, P. T., &

Long, N. V. T. (2020). Solutions for Tuyen Quang

and Binh Phuoc Tourism Industry Sustainable

Development. Comparative Analysis. International

Journal of Research in Marketing Management

and Sales, 2(1), 101-107.

46. Tien, N. H., Hung, N. T., Vu, N. T., & Bien, B. X.

(2020). Risks of Vietnamese Enterprises in Trade

Relations with China. International Journal of

Research in Finance and Management, 3(1), 1-6.

47. Tien, N. H., & Anh, D. B. H. (2019). Trade

Freedom and Protectionism of Leading Economies

in Global Trade System, International Journal of

Commerce and Management Research, 5(3), 100-

103.

48. Tien, N. H. (2019). Develop Leadership

Competencies and Qualities in Socially

Responsible Businesses – Reality in Vietnam,

International Journal of Research in Management,

1(1), 1-4.

49. Tien, N. H., & Ngoc, N. M. (2019). Comparative

Analysis of Advantages and Disadvantages of the

Modes of Entrying the International Market,

International Journal of Advanced Reearch in

Engineering and Management, 5(7), 29-36.

50. Tien, N. H., & Ngoc, N. M. (2019). Related and

Non-related Diversification Strategy of Domestic

Business Groups in Vietnam, International Journal

of Advanced Reearch in Engineering and

Management, 5(7), 12-17.

51. Tien, N. H. (2017). Challenges and opportunities

for enterprises in the world of the 4th industrial

revolution, Proceedings of NATIONAL

SCIENTIFIC CONFERENCE on “Accounting,

Auditing and Vietnam Economy in the Face of 4.0

Industrial Revolution”, 441-445, November 2017,

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Quy Nhon University, Quy Nhon, Binh Dinh

province.

52. Tien, N. H., NTH Dung, TTT Trang, VT Hien, &

BTN Phuong (2021). Factor Affecting Tourists’

Return Intention. A Case of Binh Quoi Village in

Ho Chi Minh City. “JOURNAL OF ARCHEOLO-

GY OF EGYPT / EGYPTOLOGY”, 18 (9), 493-

507.

53. Ngoc, P. B., Tien, N. H., & TTT Trang (2021).

Current Path to Community Based Sustainable

Tourism Development of Khanh Hoa Province in

Vietnam. “JOURNAL OF ARCHEOLOGY OF

EGYPT / EGYPTOLOGY”, 18(9), 508-525.

54. Ngoc, N. M., & Tien, N. H. (2021). Branding

Strategy for Gamuda Land Real Estate Developer

in Ho Chi Minh City Vietnam. Celadon City

Project. “PSYCHOLOGY AND EDUCATION”,

58(5), 3308-3316.

55. Ngoc, N. M., Tien, N. H, & TH Thu. (2021). The

Impact of Financial Structure on Financial

Performance of Logistic Service Providers Listed

at Ho Chi Minh City Stock Exchange. “JOURNAL

OF ARCHEOLOGY OF EGYPT/EGYPT-

OLOGY”, 18(2), 688-719.

56. Ngoc, N. M., Tien, N. H., PB Chau, & TL Khuyen

(2021). The Impact of Financial Structure on Bu-

siness Performance of Real Estate Enterprises

Listed at Ho Chi Minh City Stock Exchange.

“JOURNAL OF ARCHEOLOGY OF

EGYPT/EGYPTOLOGY”, 18(8), 92-119.

57. Tien, N. H., NQ Giao, TTT Trang, & NP Mai

(2021). Sustainability Issues in the Development of

Higher Education Industry. “HONG KONG

JOURNAL OF SOCIAL SCIENCES”, Vol. 57, No.

Spring/ Summer, 79-90

58. Tien, N. H., DBH Anh, LDM Duc, TTT Trang, &

PB Ngoc (2021). Subjective Well-Being in

Tourism Research. “PSYCHOLOGY AND EDU-

CATION”, 58(5), 3317-3325.

59. Tien, N. H., NTH Dung, TTT Trang, & PB Ngoc

(2021). Assessing Customer Satisfaction for Can

Gio Tourist Destination in Ho Chi Minh City.

“JOURNAL OF ARCHEOLOGY OF

EGYPT/EGYPTOLOGY”, 18(14), 249-268.

60. Tien, N. H., DL Diem, TTT Trang, & PB Ngoc

(2021). Development of Tourism in South Central

Coastal Provinces of Vietnam. “JOURNAL OF

ARCHEOLOGY OF EGYPT/ EGYPTOLOGY”,

18(8), 1408-1427.

61. Tien, N. H., HTT Minh, NH Diep, LH Vu, DT Hai,

& TTH Thuan (2021). ASEAN and China in

Vietnam’s International Relations in the Region.

“JOURNAL OF ARCHEOLOGY OF EGYPT/

EGYPTOLOGY”, 18(8), 2661-2680.

62. Tien, N. H., HTT Minh, NH Diep, LH Vu, DT Hai,

& TTH Thuan (2021). China and USA in

Vietnam’s International Relations in the Region.

“JOURNAL OF ARCHEOLOGY OF EGYPT/

EGYPTOLOGY”, 18(8), 2681-2710.

63. Tien, N. H., DBH Anh, PB Ngoc, TTT Trang, &

HTT Minh (2021). Brand Building and

Development for the Group of Asian International

Education in Vietnam. “PSYCHOLOGY AND

EDUCATION”, 58(5), 3297-3307.

64. Tien, N. H. (2019). Develop Leadership

Competencies and Qualities in Socially

Responsible Businesses – Reality in Vietnam. “IN-

TERNATIONAL JOURNAL OF RESEARCH IN

MANAGEMENT”, Vol.1, No. 1, 01-04.

65. Tien, N. H. (2018). Solutions for Sustainable

Development of Binh Duong Tourism. Proceedings

of University Scientific Conference on: “Binh

Duong Tourism, Enhancing Competitiveness to-

wards Sustainable Development”, 55-67. Binh

Duong Department of Culture, Sport and Tourism.

December 2018.

66. Tien, N. H. (2018). Hanoi Culture of Cuisine as

Factor Attracting Tourists to Vietnam. Proceedings

of University Scientific Conference on: “Values of

Gastronomic Culture in Tourist Activities”, 101-

105. Faculty of Social Science and Humanities,

Department of Culture and Tourism. 21 May 2018,

Tien Giang University.

67. Tien, N. H. (2020). Sustainable Development of

Higher Education. A Case of Business Universities

in Vietnam. “JOURNAL OF HUNAN UNIVER-

SITY NATURAL SCIENCES”, Vol. 47, No 12.,

41-56.

68. Tien, N. H. (2019). Solutions for Tuyen Quang and

Binh Phuoc International Tourism Products and

Services Development. Comparative Analysis. “IN-

TERNATIONAL JOURNAL OF RESEARCH IN

MARKETING MANAGEMENT AND SALES”,

Vol. 2, No. 1, 131-137.

69. Tien, N. H. (2019). Trade Freedom and

Protectionism of Leading Economies in Global

Trade System. “INTERNATIONAL JOURNAL

OF COMMERCE AND MANAGEMENT RE-

SEARCH”, May 2019, Vol. 5, No. 3, 100-103.

70. Tien, N. H. (2019). Comparative Analysis of

Advantages and Disadvantages of the Modes of

Entrying the International Market. “INTER-

NATIONAL JOURNAL OF ADVANCED RESE-

ARCH IN ENGINEERING AND MA-

NAGEMENT”, Vol. 5, No. 7, 29-36.

71. Tien, N. H. (2019). Related and Non-related

Diversification Strategy of Domestic Business

Groups in Vietnam. “INTERNATIONAL JOUR-

NAL OF ADVANCED RESEARCH IN ENGI-

NEERING AND MANAGEMENT”, Vol. 5, No. 7,

12-17.

72. Tien, N. H. (2020). Social Entrepreneurship and

Corporate Sustainable Development. Evidence

from Vietnam. “COGENT BUSINESS AND

MANAGEMENT”, Taylor and Francis Publisher,

Vol 7, No 1, 1-17.

73. Tien, N. H. (2020). Staff Motivation Policy of

Foreign Companies in Vietnam. “INTER-

NATIONAL JOURNAL OF FINANCIAL

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97

MANAGEMENT AND ECONOMICS”, , Vol. 3,

No. 1, 1-4.

74. Tien, N. H. (2019). Working Environment and

Labor Efficiency of State Owned Enterprises and

Foreign Corporations in Vietnam. “INTER-

NATIONAL JOURNAL OF FINANCIAL

MANAGEMENT AND ECONOMICS”, Vol. 2,

No. 2, 64-67.

75. Tien, N. H. (2019). International Distribution

Policy – Comparative Case Study of Samsung and

Apple. “INTERNATIONAL JOURNAL OF

RESEARCH IN MARKETING MANAGEMENT

AND SALES”, Vol. 1, No. 2, 24-27.

76. Tien, N. H. (2021). Sustainability of Coastal

Tourism Development: Comparative Analysis of

Vietnam’s Northern and Souththern Provinces.

“JOURNAL OF SOUTHWEST JIAOTONG

UNIVERSITY”, Vol. 55, No. 6., 1-19.

77. Tien, N. H. (2020). Knowledge Management in the

Context of Industrial Revolution 4.0. “INTERNA-

TIONAL JOURNAL OF COMMERCE AND

ECONOMICS”, Vol. 2, No. 1, 39-44.