Consumer Attitude towards Marketing Practices in Vietnamese Smartphone Market

his study aims to investigate customer attitudes towards marketing activities in the smartphone market in Vietnam.

Tác giả:          Nguyen Khanh Linh, Nguyen Thu Ha
In trong:         Chuyên san Kinh tế và Kinh doanh
Số:                 Tập 32, Số 2, 2016, tr. 24-34

Ngôn ngữ:      Tiếng Anh
Từ khóa:   Attitude, consumer sentiment towards marketing, customer satisfaction, marketing mix, smartphone, Vietnam


Tóm tắt:
      This study aims to investigate customer attitudes towards marketing activities in the smartphone market in Vietnam. In order to reach this aim, the index of consumer sentiment towards marketing, which is based on the marketing mix paradigm (4Ps), is adopted. The findings show a positive relationship among four components of the marketing mix (including product, price, place and promotion) and customer satisfaction, among which the “product” component has the most significant impact on customer satisfaction. Thus, the study indicates meaningful implications for marketers in the process of enhancing the customer satisfaction level in practice.

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  Ban biên tập

Trưởng ban:


PGS.TS. Nguyễn Hồng Sơn


Phó trưởng ban:


TS. Nguyễn Anh Thu


Thành viên:


TS. Regina M. Abrami

PGS.TS. Christopher Gan

GS.TS. Matsui Yoshiki

PGS.TS. Lê Bộ Lĩnh

PGS.TSKH. Võ Đại Lược

PGS.TS. Phùng Xuân Nhạ

GS. James Riedle

GS. TS. Takakuwa Soemon

GS.TSKH. Nguyễn Quang Thái

TS. Nguyễn Đức Thành

TS. Võ Trí Thành

GS.TS. Trần Văn Thọ

PGS.TS Phạm Văn Dũng

 
 
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