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  • Authors: Pham, Thi Lien (2017)

  • This paper studies factors affecting lecturer job satisfaction in some universities in Vietnam. The study uses data collected from the questionnaire survey with 167 responses. As a result, three out of six variables (including Salary and Fringe benefits, Recognition, and Communiation) have influential relationship with lecturer job satisfaction in the linear regression analysis. The paper also gives some recommendations for the universities to improve its policies and working environment to enhance lecturer job satisfaction level.

  • Article


  • Authors: Pham, Thi Lien (2017)

  • This research attempts to evaluate training service quality and its effects on student satisfaction in an educational organization in Vietnam. The study applies SERVQUAL model and uses data collected from the questionnaire survey with 105 responses to test the effects of training service quality on student satisfaction. As a result, five variables (including Empathy, Assurance, Tangibles, Reliability and Responsiveness) have influential relationship with student satisfaction in the linear regression analysis. The paper also gives some recommendation for the University to improve its training quality and to enhance student satisfaction level.

  • Article


  • Authors: Pham, Thi Lien; Do, Thi Hoang Xuyen (2017)

  • This research attempts to evaluate the interrelationship between employee satisfaction, service quality, and customer satisfaction in an educational organization. Specifically, this study explores three major relationships: (1) the relationship between influential factors of job satisfaction and faculty satisfaction; (2) the relationship between faculty satisfaction and service quality; and (3) the relationship between service quality and customer satisfaction. The study uses data collected from the questionnaire survey with 167 responses. As a result, there is a positive relationship between employee satisfaction and service quality and in turn service quality has positive effect on student satisfaction. Three out of six variables relating to job satisfaction (including Sala...

  • Article


  • Authors: Do, Ngoc Bich; Pham, Thi Lien (2017)

  • This study attempts examine the influences of destination trailer on customer’s attitude. By applying the theory of Internet advertising, researchers in order to investigate the antecedents and the consequences of destination trailers to conclude some implications for marketing destination. The quantitative research method was applied in this study. All 198 samples were chosen from popular travel forums and questionnaires were collected from several travel forums in Vietnam and in the UK such as Lonely planet and Backpacking. As results, three variables, namely useful information, entertainment and source credibility are proved to have a positive impact on the consumer’s attitude, purchase/visit intention and sharing intention as a consequence. This study is hoped to contribute to t...

  • Article


  • Authors: Pham, Thi Lien; Do, Ngoc Bich (2016)

  • This study attempts to explore the determinants of customer satisfaction when customers purchase cosmetics in-store in Vietnam market. Additionally, this paper also explores the relationship of constructed variables with the main variable - customer satisfaction. This research adopts the quantitative research method. The data was collected from 300 clients who directly purchased the cosmetics in-store in the big cities of Hanoi, Ho Chi Minh City and Da Nang. Half of questionnaires were handed out at stores by the researchers and the rest was distributed on a beauty forum (social media) to maintain the validity and reliability of the collected data. The results of this study explored and confirmed the influences of visual appearance, marketing mix and service quality in forming custo...