Hai Ninh Nguyen

The current study develops a research model and explores the correlation between customer sense of online betrayal, brand hate, and anti-brand activism. The outrage customers’ anti-brand behaviors consist of negative online word of mouth, online public complaining, and online boycott. Data from an online survey of 383 online shoppers were used to test seven proposed hypotheses. The partial least square–structural equation modeling (PLS-SEM) was adopted to assess the measurement and structural model. The findings showed that the sense of online betrayal positively and significantly affects brand hate and anti-brand behaviors. In addition, brand hate is also the leading cause of customers’ anti-brand actions. The present study highlights the mediation role of brand hate in eliciting revenge from consumers subjected to online betrayal. This study also gives some recommendations to customers to stop the misconduct behaviors of online betrayals, such as spreading their betrayal cases to friends and relatives via social media, then asking for supports and help from governmental and legal agencies and participating in boycotts; raising boycott movements against the betraying brand should be considered as the most extreme punishment.

Social isolation is a globally accepted policy of governments worldwide to halt the rapid spread of coronavirus in the community. As a result, all banks must be closed, and bank officers must work from home through the Internet instead of at their offices. Hence, stressors and conflicts wreak havoc on bank officers’ mental health and work productivity. This study focused on determining the influence of burnout and inter-role conflicts on the working performance of bankers who have got children. An online structured questionnaire was utilized to survey 326 bankers throughout the nation. The PLS-SEM and Smart PLS were adopted to analyze and test hypotheses. The findings corroborated the harmful effects of burnout and inter-role conflicts on the job performance of bankers who have got children. Three variables were determined to positively affect burnout, such as occupational stress, parenting stress, and inter-role conflicts, whereas the role ambiguity and role overload sparked the inter-role conflicts of bankers. This study recommended four practical suggestions for both bankers and banks’ policymakers, including: achieving work-family balance is a challenging task; the need to implement more robust organizational support policies to remove the burden and job-stressors; the administrative workload should be reduced and cut off; and bankers individually should get familiar with saying “No” to the unimportant and taking care of themselves during pandemic isolation.

The goal of this study is to ascertain the critical elements affecting public acceptance and readiness to advocate electronic government services in Vietnam. An online survey was conducted among Vietnamese citizens. The chosen respondents had experience with e-government services. The analysis was utilized with the data gathered from 316 clean and legitimate responses. PLS-SEM analytic techniques and the SmartPLS program were adopted to execute analyzing processes. The findings indicate that three essential factors influenced the adoption of e-government services: (i) perceived service value, (ii) citizen e-empowerment, and (iii) fear of Covid-19. The perceived value of services, fear of Covid-19, and acceptance of e-government services all have a beneficial effect on citizen intention to recommend e-public services. This study suggested three practical implications: (a) leveraging the challenges of Covid-19 pandemic is to promote e-government services; (b) enhancing public service quality and informational quality is critical and vital to adopting e-government services, and (c) promoting citizen e-empowerment, outcomes, values, self-responsibility, and working procedures of e-public services to all citizens is necessary.

During the last three years, the Covid-19 pandemic has made landmark changes in all aspects of the society and higher education is no exception. The current study examines the interrelationships between university support, student experience, and university brand image. The study used partial least square–structural equation modeling (PLS-SEM) and Smart PLS 3.3.7 to conduct the analysis. Research data were collected by structured questionnaire with 300 students from various studying majors of 12 prominent universities across the nation. The findings firstly suggest that university support has a positive and significant impact on students’ perceived support and overall student experience. Second, the student experience has a noticeable impact on the university image. In addition, the current paper also emphasizes the significant role of student experience in mediating the relationship between university brand image and student perceived support. Practically, universities have been suggested to provide more support for students, including both policies and activities, to improve student perceptions of support and experience. An outstanding student experience is critical to develop and enhance the university brand image. As a result, the findings aid higher education institutions in enhancing their competitiveness in today’s dynamic educational environment.

The most crucial key to successfully approaching customers is enhancing the interaction experience between customers and retailers. This study explores the motivations for adopting augmented reality (AR) in retailing small and medium-sized retailers in Vietnam. A structured questionnaire was delivered to a total sample of 302 Vietnamese retailers and got 215 clean and valid responses. The survey was conducted both online and offline for ten months, from February 2021 to December 2021. The chosen surveyors are retailing managers and owners of retailing firms. These firms sell fashion products, technology gadgets, and household products. The data were statistically analyzed using Smart PLS software and the partial least equation structural model. The findings indicate three direct, positive, and significant factors that influence the retailer’s AR adoption, including (1) organizational attitude toward AR, (2) organizational innovativeness, and (3) competition pressure in which organizational attitude toward AR and organization innovativeness are two critical motivational drivers. The competition pressure has been identified as the challenge barrier. The cost barriers affect organizational attitude toward AR but do not significantly influence AR adoption. Along with theoretical contributions, this paper also gave some theoretical and practical implications for retailers who have the intention to adopt AR and integrate AR into their current retailing system.

This paper investigates the factors influencing work engagement among local Vietnamese staff in multinational corporations by focusing on the impacts of work motivation and work-life balance on work engagement. It explores the role of salary, bonuses, financial rewards, and career promotion in shaping employees’ motivation. A structured questionnaire was administered to 279 respondents working at Samsung Electronics Vietnam Co., Ltd. The collected data were analyzed using the partial least squares structural equation modeling (PLS-SEM) techniques and SmartPLS software. The findings reveal that career promotion opportunities significantly influence work motivation, surpassing salary, bonuses, and financial rewards. Work motivation and work-life balance positively affect work engagement, with work motivation exhibiting a more substantial impact. The study emphasizes the importance of clear career paths and growth opportunities in enhancing employee work motivation and engagement. It also underscores the need for organizations to create a supportive work environment, offer competitive compensation packages, and implement recognition programs. These findings have practical implications for multinational corporations operating in Vietnam, highlighting the significance of prioritizing employee career progression, promoting work-life balance, and fostering a motivating work environment.