Cuong Nguyen

Bio: Cuong Nguyen is an academic researcher from Sorbonne. The author has contributed to research in topics: Vietnamese & Advertising. The author has an hindex of 4, co-authored 14 publications receiving 70 citations. Previous affiliations of Cuong Nguyen include FPT University.

Demographic factors, family background and prior self-employment on entrepreneurial intention - Vietnamese business students are different: why?

Abstract: This study investigates the impact of demographic factors, prior exposure to self-employment and family background on entrepreneurial intention of Vietnamese business students. Three hundred seventy-two undergraduate and post-graduate business students from three universities in Ho Chi Minh City completed a self-administered questionnaire which was analyzed through Independent Sample T-test and One-way ANOVA. Demographic factors include gender, age ranges and education level, family background include parents’ employment status and parents’ immigrant status. Results evidence somewhat higher entrepreneurial intention in male students. Furthermore, students whose parents are self-employed score higher entrepreneurial intention, but the difference is not statistically significant. The same is evidenced for students whose parents are immigrants from rural areas to urban cities versus non-immigrant parents. Prior experience in self-employment also increases entrepreneurial intention, albeit again insignificantly. Age and education levels show practically no impact. These results are in clear contradiction to the state with state of-the art international literature, which evidences significance in all these impact factors.

Entrepreneurial intention of international business students in Viet Nam: a survey of the country joining the Trans-Pacific Partnership

Abstract: This study aims to investigate entrepreneurial intention among international business students in Viet Nam as it is on the way to approve The Trans-Pacific Partnership (TPP). The theory of planned behavior (TPB) (Ajzen, 1991) is used to assess the determinants of entrepreneurial intention of Vietnamese students who major in international business study. An exploratory factor analysis and multiple regressions are used to examine the responses from 372 final year students. The results confirm that attitude toward entrepreneurship and perceived behavior control are positively related to entrepreneurial intention. Subjective norm fails to generate a significant impact on entrepreneurial intention. Entrepreneurial intention is significantly influenced by two components of TPB model (R 2 = 0.307) which are attitude toward entrepreneurship (β = 0.292) and perceived behavior control (β = 0.408).

The Determinants of Customer Satisfaction in Fast Food Industry

Abstract: This primary objective of this study is to identify the determinants of customer satisfaction for KFC in Vietnam. Fast food industry developed rapidly in an emerging economy like Viet Nam. Current competition in Vietnamese fast food has required companies to pay more attention to customer satisfaction. Data is collected from KFC's customers in Ho Chi Minh City, Viet Nam. The research model is adopted from the SERVQUAL model (Parasuraman et al., 1988). The findings show that the main determinants of customer satisfaction of KFC Vietnam are Food Quality, Ambience, Price, Service Quality. Among these determinants, ambiance causes the most impact on customer satisfaction, following up by food quality and price. Managerial implications for KFC and other fast-food companies are discussed to improve customer satisfaction.

The Determinants of the Choices of Payment Methods for Goods and Services Transaction in Vietnam

Abstract: The main objective of this study is to determine the main factors that have influences on customers’ decision to choose their payment methods. The research model applied in this study is Theory of Reasoned Action. The paper investigates 400 respondents in Vietnam to find out the determinants of their choice of payment methods. The implications from this study is expected to help financial service providers to improve the rate of using modern payment methods and improve customer satisfaction on the quality of payment services.

Online Shopping in an Emerging Market

Abstract: The emerging market is currently witnessing the active development of online shopping. This study was conducted to analyze the key factors affecting the intention of customers to purchase in Vietnam. This study is conducted by two methods, including "secondary research method" and "quantitative method" for research. Firstly, the author uses the "secondary research method" to refer to previous academic sources for this research. Secondly, the author collected a sample of 349 volunteers in Vietnam who have an understanding and interest in e-commerce. Perceived Usefulness, Perceived Ease of Use, Perceived Transaction Security are reported to have a positive relationship with online purchase intention. They are significant factors affecting the purchase intention of Vietnamese online customers. Other demographic factors can affect online shopping intention, such as age and income, so research cannot represent all customers. Businesses can use the findings to further understand about emerging markets. This trend is the basis for business managers to develop customer attraction strategies and improve the quality of online shopping services. The potential for online shopping is becoming more attractive, especially in emerging markets. This study is in line with the trend of the online shopping industry. The results of this study can help marketers understand more about customers' intentions, thereby building long-term relationships between businesses and customers.

Marketing for management.

Abstract: MKT 6009 Marketing Internship (0 semester credit hours) Student gains experience and improves skills through appropriate developmental work assignments in a real business environment. Student must identify and submit specific business learning objectives at the beginning of the semester. The student must demonstrate exposure to the managerial perspective via involvement or observation. At semester end, student prepares an oral or poster presentation, or a written paper reflecting on the work experience. Student performance is evaluated by the work supervisor. Pass/Fail only. Prerequisites: (MAS 6102 or MBA major) and department consent required. (0-0) S MKT 6244 Digital Marketing Strategy (2 semester credit hours) Executive Education Course. The course explores three distinct areas within marketing and sales namely, digital marketing, traditional sales prospecting, and executive sales organization and strategy. The continuing convergence of the digital marketing and sales funnels has created a strategic continuum from digital lead generation to digital sales. The course identifies the current composition of this digital continuum while providing opportunities to evaluate sales and marketing digital strategies. Prerequisites: MKT 6301 and instructor consent required. (2-0) Y MKT 6301 (SYSM 6318) Marketing Management (3 semester credit hours) Overview of marketing management methods, principles and concepts including product, pricing, promotion and distribution decisions as well as segmentation, targeting and positioning. (3-0) S MKT 6309 Marketing Data Analysis and Research (3 semester credit hours) Methods employed in market research and data analysis to understand consumer behavior, customer journeys, and markets so as to enable better decision-making. Topics include understanding different sources of data, survey design, experiments, and sampling plans. The course will cover the techniques used for market sizing estimation and forecasting. In addition, the course will cover the foundational concepts and techniques used in data visualization and \"story-telling\" for clients and management. Corequisites: MKT 6301 and OPRE 6301. (3-0) Y MKT 6310 Consumer Behavior (3 semester credit hours) An exposition of the theoretical perspectives of consumer behavior along with practical marketing implication. Study of psychological, sociological and behavioral findings and frameworks with reference to consumer decision-making. Topics will include the consumer decision-making model, individual determinants of consumer behavior and environmental influences on consumer behavior and their impact on marketing. Prerequisite: MKT 6301. (3-0) Y MKT 6321 Interactive and Digital Marketing (3 semester credit hours) Introduction to the theory and practice of interactive and digital marketing. Topics covered include: online-market research, consumer behavior, conversion metrics, and segmentation considerations; ecommerce, search and display advertising, audiences, search engine marketing, email, mobile, video, social networks, and the Internet of Things. (3-0) T MKT 6322 Internet Business Models (3 semester credit hours) Topics to be covered are: consumer behavior on the Internet, advertising on the Internet, competitive strategies, market research using the Internet, brand management, managing distribution and supply chains, pricing strategies, electronic payment systems, and developing virtual organizations. Further, students learn auction theory, web content design, and clickstream analysis. Prerequisite: MKT 6301. (3-0) Y MKT 6323 Database Marketing (3 semester credit hours) Techniques to analyze, interpret, and utilize marketing databases of customers to identify a firm's best customers, understanding their needs, and targeting communications and promotions to retain such customers. Topics

Interactive home shopping: Consumer, retailer, and manufacturer incentives to participate in

Abstract: The authors examine the implications of electronic shopping for consumers, retailers, and manufacturers. They assume that near-term technological developments will offer consumers unparalleled opportunities to locate and compare product offerings. They examine these advantages as a function of typical consumer goals and the types of products and services being sought and offer conclusions regarding consumer incentives and disincentives to purchase through interactive home shopping vis-à-vis traditional retail formats. The authors discuss implications for industry structure as they pertain to competition among retailers, competition among manufacturers, and retailer-manufacturer relationships.

Demographic factors, family background and prior self-employment on entrepreneurial intention - Vietnamese business students are different: why?

Abstract: This study investigates the impact of demographic factors, prior exposure to self-employment and family background on entrepreneurial intention of Vietnamese business students. Three hundred seventy-two undergraduate and post-graduate business students from three universities in Ho Chi Minh City completed a self-administered questionnaire which was analyzed through Independent Sample T-test and One-way ANOVA. Demographic factors include gender, age ranges and education level, family background include parents’ employment status and parents’ immigrant status. Results evidence somewhat higher entrepreneurial intention in male students. Furthermore, students whose parents are self-employed score higher entrepreneurial intention, but the difference is not statistically significant. The same is evidenced for students whose parents are immigrants from rural areas to urban cities versus non-immigrant parents. Prior experience in self-employment also increases entrepreneurial intention, albeit again insignificantly. Age and education levels show practically no impact. These results are in clear contradiction to the state with state of-the art international literature, which evidences significance in all these impact factors.

Modeling the impact of entrepreneurial attitude on self-employment intention among engineering students in Ethiopia

Abstract: Entrepreneurship is a worldwide phenomenon with economic growth across the globe that is rendered by the emergence of new and innovative business start-ups. Thus, the main objective of this research was to model the impact of entrepreneurial attitudes on self-employment intention among final year engineering students in Bahir Dar Institute of Technology, Debre Markos University and University of Gondar, Ethiopia, in 2017. To achieve the objective of the study, a survey research approach was employed. Questionnaire and interview were the instruments used, and stratified sampling technique was adopted to select 921 respondents from a population of 4327 final year undergraduate engineering students in 2016/2017 academic session. To analyze the data, descriptive statistics, chi-square test, principal component factor analysis, and binary logistic regression analysis were employed. The descriptive result revealed that about 57.4% of the students had an intention to be self-employed while 42.6% do not have an intention. The principal component factor analysis was used to reduce the set of variables by grouping variables with similar characteristics together and generates new variables (factors). These methods help the researchers to transform the number of correlated variables into a smaller number of uncorrelated variables. The logistic regression analysis was performed to investigate the effect of the predictor variables on self-employment intention status of students. The results showed that entrepreneurial education/training and entrepreneurial attitudes significantly predicts students’ self-employment intention. Accordingly, information and opportunity seeking, creativity and problem solving skills, achievement and instrumental readiness, self-confidence and self-esteem, goal setting, entrepreneurship education/training, business-owned family background, prior business experience with family, access to finance/capitals for startup, and networking and professional contacts were found to be significant predictors at 5% level of significance. These factors had positive relationship with self-employment intention at 5% level of significance. In the meanwhile, demographic factors (such as age, gender, and marital status) and socio-economic factors (such as parents’ occupation, colleagues’ business background, means of finance, discouragement by external environment, and clear future business idea) are not significant predictors at 5% level of significance. The study recommends that the government as well as the universities should design programs that facilitate entrepreneurship to change the mindset, attitude, and intention of those students who do not have knowhow about entrepreneurship as a future career.