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Antecedents and Consequences of Brand Hate Among Netizens: Empirical Evidence from Vietnam
Hai Ninh NGUYEN 한국유통과학회 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.7
In the era of tough competition, the customer’s emotional attachment to brand plays a vital role to the successes and failures of enterprises. Specifically in the case of doing business online, brands have to cope with the troubles of rising from brand hate as brand avoidance, negative word of mouth and brand retaliation. Traditionally, the brand communication is very hard to control and with online communities, the problems tend to be even more severe. This paper aims to explore and discuss the core concept, the driven factors and the actionable consequences of brand hate among netizens. A total of 358 valid responses were obtained from surveys taken from the internet users across the nation. Partial Least Square – Structural Equation Modeling (PLS-SEM) was conducted using Smart PLS to assess the hypotheses. The result shows that the expression of brand hate among netizen consists of active hate and passive hate. Deficit value, deceptive advertising, negative past experience and ideology incompatibility have been confirmed as influencing factors on customers’ brand hate emotion. Then brand hate itself causes the customer’s actionable outcomes such as brand avoidance, brand negative word of mouth and brand retaliation. Along with the theoretical contributions and managerial implications have been recommended for enterprises to avoid netizens’ brand hate.
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Hai Ninh NGUYEN,Anh Duc NGUYEN 한국유통과학회 2022 유통과학연구 Vol.20 No.3
Purpose: This study aims at understanding the impacts of three omnichannel attributes (channel transparency, channel uniformity, channel convenience) and four customer perceptions (perceived innovativeness, perceived personalization, perceived risk, perceived credibility) on customer experience and channel selection decision. Research design and methodology: A quantitative online survey with 356 shoppers was executed. The partial least squares linear structural model (PLS-SEM) and Smart PLS were adopted to analyze the collected data and test the proposed hypotheses. Results: The research findings indicate four dominant results: (i) The customers channel selection is directly determined by customer experience; perceived innovativeness; perceived personalization; perceived risk; and perceived credibility; and (ii) among these, the perceived risk shows negative impact on the customer s experience and customers channel selection whereas others reveal the positive status; (iii) The customer experience represents the most decisive impact on the channel selection, then perceived personalization, perceived credibility, perceived innovativeness, and perceived risk. (iv) Three proposed channel attributes (transparency, uniformity, convenience) significantly influence the overall customer experience. Conclusions: This research adds to the body of knowledge in omnichannel retailing, customer experience, and customer channel selection. Furthermore, this research provides omnichannel retailers with practical implications for improving customer channel selection.
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Channel Integration Quality, Customer Experience and Patronage in Omnichannel Retailing
Hai Ninh NGUYEN 한국유통과학회 2021 유통과학연구 Vol.19 No.12
Purpose: By integrating multiple separate online, offline distribution channels, omnichannel distribution has modernized and revolutionized the retailing sector. Omnichannel distribution supports firms by delivering seamless shopping experiences for customers throughout all touchpoints of the shopping journey. This paper aims at exploring the impact of channel integration quality on customer experience and patronage intentions in the omnichannel distribution context. Research design, data and methodology: An online survey was taken with 351 omnichannel experienced shoppers by utilizing the structured questionnaire. The partial least square– structural equation modeling (PLS-SEM) and Smart PLS software were employed to analyze and test proposed hypotheses. Results: The findings reveal that channel integration quality dimensions including breadth of channel-service choice, transparency of channelservice configuration, content consistency, and process consistency, play crucial roles in the customer shopping experience. The perceived compatibility has been influenced by the integrated interactions in which content consistency and process consistency. The findings also demonstrate the positive and direct impact of perceived compatibility on customer experience, and both factors have substantial effects on customers patronage intentions. Conclusions: This study sheds light on the literature on channel integration quality, omnichannel retailing experience and customer patronage. In addition, this study provides practical implications for omnichannel retailers in enhancing customer experience and patronage.
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NGUYEN, Hai Ninh,NGUYEN, Anh Duc Korea Distribution Science Association 2022 유통과학연구 Vol.20 No.3
Purpose: This study aims at understanding the impacts of three omnichannel attributes (channel transparency, channel uniformity, channel convenience) and four customer perceptions (perceived innovativeness, perceived personalization, perceived risk, perceived credibility) on customer experience and channel selection decision. Research design and methodology: A quantitative online survey with 356 shoppers was executed. The partial least squares linear structural model (PLS-SEM) and Smart PLS were adopted to analyze the collected data and test the proposed hypotheses. Results: The research findings indicate four dominant results: (i) The customers' channel selection is directly determined by customer experience; perceived innovativeness; perceived personalization; perceived risk; and perceived credibility; and (ii) among these, the perceived risk shows negative impact on the customer's experience and customers' channel selection whereas others reveal the positive status; (iii) The customer experience represents the most decisive impact on the channel selection, then perceived personalization, perceived credibility, perceived innovativeness, and perceived risk. (iv) Three proposed channel attributes (transparency, uniformity, convenience) significantly influence the overall customer experience. Conclusions: This research adds to the body of knowledge in omnichannel retailing, customer experience, and customer channel selection. Furthermore, this research provides omnichannel retailers with practical implications for improving customer channel selection.
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Camellia tuyenquangensis (Theaceae), a new species from Vietnam
Ninh Nguyet Hai Le,Chiyomi Uematsu,Hironori Katayama,Lieu Thi Nguyen,Ninh Tran,Dung Van Luong,Son Thanh Hoang 한국식물분류학회 2017 식물 분류학회지 Vol.47 No.2
Camellia tuyenquangensis (Theaceae), a new yellow species of camellia from the Chiem Hoa district of the Tuyen Quang province in Vietnam, is described and illustrated. Camellia tuyenquangensis is similar to Camellia luongii but different from the latter species in several morphological features: leaves oblong-ovate to narrow elliptic; flowers 1–2; bracteoles glabrous on both sides; sepal margins ciliate; style cleft one half of the length. The morphological data provisionally support its placement in Camellia sect. Chrysantha Chang.
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The Effect of Perceived Organizational Support on Employee Engagement During the COVID-19 Pandemic
Hai Ninh NGUYEN,Manh Dung TRAN 한국유통과학회 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.6
Employee engagement at workplace is very important for organizations, however, the motivators to keep the employees engaged vary. It has been normally observed that personality and job satisfaction has been the main causes which can motivate employees. However, the COVID-19 pandemic has brought a lot of changes, and the main aim of this study is to analyze the determinants of employee engagement during Covid-19 pandemic with the mediating role of Perceived organizational support and Perceived family support. Through a survey instrument, data was collected from 216 employees working at corporate offices in Hanoi, Vietnam. Partial least squares structural equation modeling (PLS-SEM) was applied to test the study hypotheses using Smart-PLS. The study underlined the significant positive effect of Perceived Organizational support and Perceived Family Support on Employee Engagement. Moreover, Employee engagement also measures the indirect effects from factors such as colleague support, supervisor support, organizational support, spousal support and family members supports on Employee Engagement. Some discussions are given based on the findings of this research in comparison with findings of prior studies in different contexts. This research is evidenced in the emerging countries and Vietnam as the case study.
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Quoc Viet Nguyen,To Uyen Phan,Hai Ninh Nguyen People & Global Business Association 2024 Global Business and Finance Review Vol.29 No.4
Purpose: This study delves into the dynamics of work-life balance and its effects on job motivation, engagement, and performance among married employees within Foreign Direct Investment (FDI) enterprises in Vietnam, aiming to uncover the mediating roles of job motivation and engagement. Design/methodology/approach: Employing Structural Equation Modeling (SEM) and Partial Least Squares Structural Equation Modeling (PLS-SEM), this research meticulously analyzes the causal relationships between work-life bal-ance, job motivation, job engagement, and job performance. Findings: The study establishes that an improved work-life balance significantly boosts job motivation and engage-ment among married employees, which subsequently leads to enhanced job performance. These results underscore the critical need for FDI enterprises to implement and uphold supportive work-life balance policies. Research limitations/implications: While offering valuable insights, this research is primarily focused on married employees in FDI enterprises in Vietnam, which may limit the generalizability of the findings to other contexts or demographics. Future studies could broaden the scope to include diverse employee groups and organizational settings. Originality/value: This investigation enriches the literature by offering a deeper understanding of the dynamics between work-life balance and employee performance, especially in the context of FDI enterprises in Vietnam, and presents practical guidance for enhancing organizational practices.
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