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This article aims to assess the impact of factors affecting the senses (via Sensory Marketing theory) on customer perceived quality and satisfaction when using health services in public hospitals. Based on the results, the research proposes solutions for public hospitals to improve the service experience to increase customer satisfaction in Vietnam generally and in developing countries particularly.

The authors used 619 respondents’ non-convenient probability sampling method, focusing on objects experienced with public hospital services in Vietnam. A preliminary quantitative study (n = 113) and qualitative research (n = 20) have been conducted to finalise the designed questionnaire before conducting a formal quantitative survey. Cronbach Alpha, CFA and SEM have been used to explore the meanings of the data collected.

The result showed that through Sensory Marketing, sensorial stimulus (tactile, sight, smell and taste) significantly impacts customer satisfaction with medical services at the public hospital. Research findings are the premise to conclude that the application of the Sensory Marketing model creates a great sensory experience, and minimises negative psychological feelings in the medical, especially in a prioritised personalisation society.

The authors open up a new health service quality and satisfaction assessment tool based on the original human senses that were previously applied in researching other services, it has been proven to be successfully applied to specific service areas such as healthcare. This research is believed to provide valuable implications for medical service stakeholders and policymakers to improve service quality and enhance the customer experience and satisfaction level through sensorial approaches, strategies and tactics.

While most studies on customer satisfaction in the medical field use SERVQUAL, SERVPERF or KQCAH model, this study breaks the research gap by not only affirming and strengthening the research perspective on Sensory Marketing but also contributing to creating a solid theoretical framework on perceived service quality and satisfaction.

The contributions of gender equality to trade and the moderating impact of institutional quality on the trade-gender link have been understudied in contemporary literature. Therefore, this paper aims to use the augmented gravity model to investigate the impacts of gender equality and institutional quality on trade, and the moderating impact of institutional quality on the trade-gender link.

The panel data is comprised of bilateral trade flows of Vietnam and 40 major trading partners in the 2002–2021 period. Estimation methods include combined fixed effect, random effect, system generalized method of moments two-step (SGMM-II) and Poisson-pseudo maximum likelihood (PPML) which allow the treatment of heterogeneity, endogeneity and heteroskedasticity in the research models.

The exporting country’s gender equality has an inconclusive impact on trade in SGMM-II and PPML estimations. However, female labor force participation in the exporting country increases trade. Importing country’s gender equality and female labor force participation increase trade. The direct impact of institutional quality on trade is inconclusive, which is dependent on estimation methods. Most noticeably, the institutional quality of exporting and importing countries facilitates the hampering effects of gender equality and female labor force participation on trade.

Future research should apply the framework of this paper to sectoral trade, which allows more sector-specific policy implications to be delivered. Moreover, gender development, gender inequality and institutional quality should be included in the SGMM estimations as endogenous variables for robustness checking purposes in future research.

The paper has justified the integration of gender-specific issues in trade policies, which aligns trade with sustainable development agenda. The explored moderating impact of institutional quality of the exporting country has implied the trade-off relationship between gender equality and export growth in the effort to improve institutional quality. Reversely, in the case of importing countries with higher institutional quality, improved gender equality may mitigate the trade deficit by hampering import growth.

Investigating the impact of gender equality on trade is the prominent contribution of this paper. Gender equality is considered by three component indicators which include gender development, gender inequality and female labor force participation. New measurement approach to the institutional quality level is also introduced. Furthermore, the explored moderating impacts of institutional quality on the trade-gender link are novel in the literature on sustainable development.

Farmers' risk attitudes and risk perceptions play an essential role in shaping risk management strategies to address risks and uncertainties. Contract farming is considered as one of the feasible approaches to tackle farmers' concerns. However, risk perspectives under various categories have not been included in studies on farmers' preferences for contract farming in the literature, especially in Vietnam. This study aims to determine factors affecting farmers' choices of different contract farming practices.

The explanatory factor analysis (EFA) and multinomial logit model (MNL) were applied to explore the impacts of risk perspectives on farmers' preferences for contract farming. Data have been collected from 211 rice farmers in An Giang Province, “the rice bowl” of the Mekong Delta, Vietnam.

The study found that farm size, cooperatives, extension, market access and trust have significantly impacted on contract participation while a delay payment was a barrier for farmers' motivation to opt for the contract. Farmers' contract choices were also influenced by their risk attitudes and perceptions under different risk dimensions. The financial, policy and human risk-averse behavior predisposed farmers to single out the full contract while the policy and human risk-loving and production, market and finance risk-averse respondents were in favor of the marketing contract. Moreover, the findings indicated that the more farmers concerned about risk of weather and market, the more choices for the full contract, whereas the risk perceptions of weather and policy encouraged farmers to use the limited contract. By contrast, farmers who perceived the impacts of risk of diseases/pests and human were likely to adopt the marketing contract.

This study just focuses on collecting data from farmers’ perspective. Future studies involving stakeholders such as enterprises and policy makers are strongly recommended so as to design suitable contracts and enforce contract schemes effectively in Vietnam.

The findings also contribute to the literature on different types of contracts and the multidimensional aspect of risk for rice production in Vietnam.

First, this study assesses the link between research and development (R&D) expenses and firm efficiency. Second, this study explores how family control moderates the link between the two.

This study uses two measures of time-based firm efficiency, namely, a window slacks-based measure (WSBM) and a window epsilon-based measure (WEBM) of data envelopment analysis (DEA). Then, 216 firm-year observations are analyzed in the Taiwanese cultural and creative industries from 2005 to 2017.

This study finds that R&D expenses significantly worsen firm efficiency, and that family control positively moderates this effect. A further test separating the sample into family-controlled and nonfamily-controlled firms indicates that R&D expenses negatively affect the efficiency of nonfamily-controlled firms but positively affect that of family-controlled firms.

The existing literature has examined the link between R&D expenses and corporate performance. However, the process by which R&D expenses affect corporate performance from a production perspective remains unknown.

Overall, this study provides insights for policymakers to scrutinize resource management and R&D expenses from the production and resource-based perspectives.

This research has presented a paradigm model to explore the interrelationships among green human resource management practices, green innovation and sustainable performance, demonstrating its suitability within Vietnam's hospitality sector.

The study used a mixed-method approach, detailing the collection and analysis of both qualitative and quantitative data. In-depth interviews were carried out to examine various aspects of green human resource management practices. Following this, PLS-SEM statistical techniques were applied to survey responses to test the proposed hypotheses (N = 574).

This study identified several less common green human resource management practices, such as green job descriptions and analysis, green performance management, green health and safety, green involvement and empowerment and green discipline management that enhance green innovation and sustainable performance. Notably, the study highlighted the significant impact of green discipline management on green innovation and sustainable performance in the Vietnamese context.

The study emphasizes that hotel managers in Vietnam should recognize the crucial role of green innovation in effectively implementing green initiatives, as it is a key driver of sustainable performance in hotels.

This study developed a unique framework highlighting green innovation's mediating role. It demonstrates the relationships between green HR practices and environmental, economic and social performance, offering practical insights for hotel and business managers.

This study aims to quantify the influence of urbanization on housing prices at the district-based level, while also investigating the heterogeneous impacts across different quantiles of housing prices.

The study uses remote-sensed spectral images from the Landsat 7 ETM+ satellite to measure urbanization, replacing prior reliance solely on urban population metrics. Subsequently, the two-step system generalized method of moments is used to evaluate how urbanization influences district-based housing prices through three spectrometries: Urban Index (UI), Normalized Difference Built-up Index (NDBI) and Built-Up Index (BUI). Finally, this study examines the heterogeneous impacts across various housing price quantiles through Dynamic Panel Quantile Regression with non-additive fixed effects under Markov Chain Monte Carlo simulation.

The study demonstrates that urbanization leads to an increase in regional housing prices. However, these impact magnitudes vary across housing price quantiles. Specifically, the impact exhibits an inverse V-shaped curve, with urbanization exerting a more pronounced influence on the 60th percentile of housing prices, while its effect on the 10th and 90th percentiles is comparatively weaker.

This study uses a novel method of remote sensing to measure urbanization and investigates its effects on housing prices. Furthermore, it provides an empirical application of non-additive fixed effect quantile regression for analyzing heterogeneity.

Adopting digital transformation is changing the methods through which companies' function, generating novel possibilities and difficulties that force firms to adjust to remain competitive in the digital era. It is critical for firms to embrace this change and utilize technology to develop a more flexible, proactive and effective approach as digital transformation continues to advance at an accelerating pace. Vietnam has been placed at the forefront of these changes in attracting investments and becoming a hub of international trade. As a result, Vietnamese firms have been implementing restructuring and adopting digital transformation to remain competitive with the flow of foreign investment. This paper aims to examine the effects of digital transformation on corporate restructuring in Vietnam. The authors then investigate the moderating role of corporate governance in the digital transformation – corporate restructuring nexus.

The authors employ content analysis to extract information from the annual reports of 747 Vietnamese listed companies, where the authors focus on specific phrases, such as “digitalization”, “big data”, “cloud computing”, “blockchain” and “information technology” over a period of 11 years, from 2011 to 2021. The frequency count of these keywords is calculated to represent the level of digital transformation for the Vietnamese listed firms. A final sample of 118 Vietnamese listed firms with sufficient data is selected for the analysis using the generalized method of moments (GMM) approach.

The results indicate that digital transformation and corporate governance negatively impact corporate restructuring when their effect on corporate restructuring is examined independently. However, corporate governance strengthens the effect of digital transformation on corporate restructuring.

This paper is one of the first to investigate the moderating role of corporate governance on the effect of digital transformation on corporate restructuring in Vietnam. The findings inspire listed firms in Vietnam to implement digital transformation during their corporate restructuring to enhance performance.

This study explores the dynamics of companies’ green knowledge sharing (GKS) within the tourism sector, focusing on its influence on green electronic word-of-mouth (eWOM) intention via the mediation of tourists’ green engagement behaviour. Additionally, the study considers the moderating effects of green destination psychological ownership and perceived injunctive norms of green self-expression online on the pathway from green knowledge sharing to tourists’ green engagement behaviour to green eWOM.

The primary dataset, consisting of 902 valid responses obtained through time-lagged surveys administered to environmentally conscious tourists, was analysed using structural equation modelling (SEM) by PROCESS package for R.

Findings indicate that green destination psychological ownership enhances the mediation effect of tourists’ green engagement behaviour on green eWOM intention, reinforcing the sense of personal investment and belonging among tourists. Conversely, perceived injunctive norms of green self-expression online moderate this pathway by shaping the social norms and acceptability of green behaviours online.

To effectively spread green knowledge, tourism businesses should focus on enhancing tourists' psychological ownership of green destinations and align their communications with the perceived norms of green expression online. This strategy not only deepens tourists' environmental commitment but also stimulates active participation in spreading sustainable practices.

This study contributes to the green marketing literature by revealing how intrinsic and extrinsic motivational factors interact to influence green engagement and eWOM intention in the tourism industry, aiding marketers in strategically fostering green value co-creation and enhancing sustainable practices through targeted green knowledge sharing.

A high-quality workforce plays an important role in rural development. However, many well-educated rural-born youths migrate to urban centers in search for better economic opportunity or living standard due to the socio-economic underdevelopment and a lack of good employment opportunity in rural areas. This migration potentially hampers economic activities in these areas. Therefore, encouraging these youth to return and work is important, demanding the attention of local governments. Accordingly, this research aims to examine the role of local infrastructure and entrepreneurial opportunity in enhancing their return-and-work intention.

Data were collected from rural-born students studying in urban areas. The quantitative analysis was conducted using structural equation modeling, supplemented by qualitative methods.

Local infrastructure is positively associated with entrepreneurial opportunity and return-to-work intention. Furthermore, entrepreneurial opportunity is positively linked to return-to-work intention. These results indicate the mediating roles of entrepreneurial opportunity in the effects of local infrastructure on return-to-work intention.

This research offers policy implications for policymakers and local governments in developing countries, emphasizing the important roles of local infrastructure, and entrepreneurial opportunity. This can encourage well-educated rural-born youth to return and work in rural areas, thereby contributing to fostering rural development and revitalizing rural communities.

This research represents one of the early attempts to explore the complex relationships among local infrastructure, entrepreneurial opportunity and return-to-work intention in rural areas among well-educated rural-born youth.

Social commerce has brought about a significant transformation in consumer experience due to diverse factors. As a result, users often find themselves prone to impulsive buying behaviour when exposed to such an environment. Prior research was limited to demonstrating the expanding influence of celebrities on social media and the linkage between social engagement and impulse buying context. Furthermore, the impulse buying tendency of consumers on social media in the context of celebrity posts has yet to be validated. This paper aims to assess the influence of consumer awareness, consumer trust and observational learning on the latent state-trait (LST) theory regarding celebrity posts on impulse buying tendencies.

The empirical research builds on a sample survey involving 750 students from the “Big Four” economics universities in Hanoi. The proposed model was analysed using a partial least squares structural equation modelling technique.

The authors find that consumer trust and observational learning from celebrity’ posts positively affect impulse buying tendency. Yet celebrity influence awareness directly impacts trust in celebrity’ posts rather than directly impacting impulse buying tendency. Perceiving the importance of interactive and authentic posts by a celebrity in influencing consumers’ purchase behaviour on social media, this research offers valuable insights for stakeholders in the digital celebrity sphere of communication and marketing.

Perceiving the importance of interactive and authentic posts by a celebrity in influencing consumers’ purchase behaviour on social media, this research offers valuable insights for stakeholders in the digital celebrity sphere of communication and marketing.

From a theoretical perspective, this expands the applicability of the LST theory in social commerce to promote impulse buying tendencies. Second, this contributes to the literature on the emerging phenomenon of social media celebrities, as existing literature does not clarify their influence on impulse buying behaviour. Third, this research applies the concept of observational learning in online shopping through key features of social media platforms, namely, likes, shares and comments, to investigate their influence on the impulse buying tendency of consumers. Concerning managerial implications, the authors propose practical recommendations for practitioners, particularly those involved or interested in the commercial services industry and social media marketing (namely, celebrities and partner companies).