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The aim of this empirical study is to investigate an integrated model that captures the way service quality of banking kiosks (BK-SQ) exerts its impacts on customer perceived value and customer satisfaction and the moderating mechanism of technology readiness (TR) in the quality–satisfaction relationship in the banking sector in Vietnam.

An offline survey was conducted to obtain responses from 604 users of banking kiosks in Vietnam. Exploratory factor analysis, confirmatory factor analysis and structural equation modeling were used for data analysis. The moderating effect of TR was examined following the product indicator method.

The results validate significant positive correlations between BK-SQ, customer perceived value and customer satisfaction. Among six service quality dimensions, convenience is the most significant factor in predicting perceived service quality. The study also delineates how TR can moderate the link between service quality and customer satisfaction.

Future studies may make further attempts to incorporate other human and demographic factors as a moderator into the research model.

Bank managers should strive to improve the operations of banking kiosks based on six aspects and increase TR levels of customers to boost customer satisfaction with banking kiosks.

The study contributes to the literature on service quality and self-service technologies (SSTs) by offering critical insights into how banks can make use of influence mechanisms in the model to enhance service quality and customer satisfaction.

This study aims to investigate Vietnamese hotel workers’ use of national stereotypes in cross-cultural service encounters. The study extends the existing knowledge on service failures and recovery attempts by illustrating how national stereotypes could inform these decisions through the lens of the script theory.

In this qualitative study, 34 service providers were interviewed about their experience in dealing with guests from different countries in Vietnamese hotels.

Service providers categorised guests based on their countries of origin to predict their behaviour prior to guest arrivals. When the guest’s behaviour matches the expectations, the service encounters went smoothly by following existing scripts. If there is a discrepancy between the guest behaviours and expectations, it could lead to service failure and the need for new scripts. Appropriate interventions in this process could turn anecdotes into accumulated understanding of guest behaviour for better service and guest experience as a new application of national stereotypes.

This study advances cross-cultural service encounter research by integrating national stereotypes and script theory. It sheds new light on how national stereotypes could inform service delivery and recovery attempts in service organisations.

本研究旨在调查越南酒店员工在跨文化服务遭遇中使用民族刻板印象的情况。研究通过脚本理论的视角阐释了国家的刻板印象如何为这些决定提供信息, 扩展了现有的服务失败和恢复尝试的知识。

在这项定性研究中, 采访了34家服务提供商, 了解他们在越南酒店与来自不同国家的客人打交道的经历。

服务提供商根据客人的原籍国对他们进行分类, 以预测他们在客人抵达前的行为。当客人的行为符合预期时, 通过遵循现有脚本, 服务接触会顺利进行。如果客人的行为和期望之间存在差异, 可能会导致服务失败, 并需要新的脚本。作为国家刻板印象的新应用, 在这一过程中进行适当的干预可以将轶事转化为对客人行为的累积理解, 以提供更好的服务和客人体验。

本研究通过整合民族刻板印象和脚本理论, 推进跨文化服务遭遇研究。它揭示了在服务组织中, 国家的刻板印象如何影响服务提供和恢复尝试。

Este estudio tiene como objetivo investigar el uso de los estereotipos nacionales por parte de los trabajadores hoteleros vietnamitas en el encuentro intercultural de servicios. El estudio amplía el conocimiento existente sobre los fallos en el servicio y los intentos de recuperación al ilustrar cómo los estereotipos nacionales podrían influir en estas decisiones a través de la teoría del guion.

En este estudio cualitativo, se entrevistó a 34 proveedores de servicios sobre su experiencia en el trato con huéspedes de diferentes países en hoteles vietnamitas.

Los proveedores de servicios clasificaron a los huéspedes en función de sus países de origen para predecir su comportamiento antes de su llegada. Cuando el comportamiento de los huéspedes coincide con las expectativas, los encuentros con el servicio se desarrollaron sin problemas siguiendo los guiones existentes. Si hay una discrepancia entre los comportamientos y las expectativas de los huéspedes, podría provocar un fallo en el servicio y la necesidad de nuevos guiones. Las intervenciones consideradas apropiadas en este proceso podrían convertir las anécdotas en una comprensión acumulada del comportamiento de los huéspedes, lo cual mejoraría el servicio y la experiencia de los huéspedes como una nueva aplicación de los estereotipos nacionales.

Este estudio avanza en la investigación de encuentros de servicio interculturales mediante la integración de estereotipos nacionales y la teoría del guion. Además, arroja nueva luz sobre cómo los estereotipos nacionales podrían influenciar la prestación de servicios y los intentos de recuperación en las organizaciones de servicios.

This study aims to investigate the moderating role of sociodemographic factors, specifically age and education level, in the knowledge-attitude-behavior (KAB) model concerning information security awareness (ISA) amid growing technological threats.

This study uses a survey methodology, collecting data from 400 working individuals in Vietnam, to test the applicability of the KAB model and evaluate the moderating effects of age and education on the model’s established relationships. In addition, the theoretical model and hypotheses were evaluated using the partial least squares structural equation model (PLS-SEM) approach.

This research confirms the relationships posited in the KAB model. Notably, it shows that younger employees showcase a more positive attitude and behavior toward information security compared with their older counterparts. In addition, higher education levels strengthen the positive association between information security knowledge and attitude. The findings underscore the imperative for organizations to consider sociodemographic variables when formulating strategies to enhance ISA.

This study extends the KAB model by exploring the impact of sociodemographic factors, focusing on age and education in ISA. Overcoming the oversight in current literature, particularly in the context of technological threats, the research uses PLS-SEM and targets a specific demographic in Vietnam.

Recognizing the crucial role of leadership in innovation, this study aims to investigate the role of ambidextrous leadership (opening and closing leadership behaviors) in marketing departments’ innovation ambidexterity (exploratory and exploitative innovations), including the mediating and moderating roles of marketing managers’ psychological capital (PsyCap) and proactive personality, respectively.

A two-wave survey of 198 marketing managers from firms in Vietnam was conducted. Partial least squares structural equation modeling was used in hypotheses testing (net effects), and necessary condition analysis was used to decipher the necessity level of the determinants of innovation ambidexterity.

Opening leadership behavior positively affects exploratory innovation while closing leadership behavior enhances exploitative innovation. The effect of opening leadership behavior on exploratory innovation is mediated and moderated by PsyCap and proactive personality, respectively; the opposite is found for the relationship between closing leadership behavior and exploitative innovation. Finally, PsyCap is a necessary condition for exploratory innovation, whereas PsyCap and closing leadership behavior are necessary conditions for exploitative innovation.

Firms should pay attention to the role of ambidexterity in leadership to enable marketing managers to direct their marketing departments to acquire new knowledge, skills and processes, and reinforce existing ones to foster innovation ambidexterity. They should also consider the necessary role of the factors that help achieve the desired level of target outcomes.

This study identifies two boundary conditions (PsyCap, a mediator; and proactive personality, a moderator) for the relationship between opening leadership behavior and exploratory innovation. To the best of the authors’ knowledge, this study is among the first to decipher the necessity level of the determinants of innovation ambidexterity.

This paper aims to explore how family culture can contribute to support the development of corporate social responsibility (CSR) initiatives in a Korean immigrant enterprise in Vietnam.

This research highlighted a critical case, in which entrepreneurs and most of the organisational members share a common family culture and the culture support management capability of an entrepreneur, during the introduction of a new organisation initiative. In addition, Bourdieu’s tripartite analytical framework of field, capitals and habitus was adopted to facilitate the case analysis.

Firstly, the motivation behind the development of CSR came from the intention to gain access to the local capital market. Secondly, family culture plays an important role in maintaining the support of organisational actors to support the decision of the entrepreneur.

This research contributes to the emerging literature about CSR and immigrant entrepreneurship. This study sheds light on how family culture can aid the leadership of CSR initiatives and CSR practices in the context of the immigrant organisation.

This study identifies processes that immigrant entrepreneurs can use to inspire organisational members to engage in a new initiative in which organisational culture and norms can help to overcome challenges to enable engagement with a novel initiative.

This paper explains how family culture supports the leading role of an entrepreneur, in which the absolute pressures inherited from family values and traditions in the place of origin help an organisation to overcome existing barriers such as lack of time and financial support towards a new initiative.

The purpose of this study is to examine how use of agriculture information systems could impact farmers' intention to convert from traditional to organic agriculture production in the mountainous areas of Northern Vietnam, based on a research framework developed from integrating Diffusion of Innovation Theory and Theory of Planned Behavior. Specifically, the authors aim to test the direct impact of use of agriculture information systems on converting intention and the interaction between use of agriculture information systems and perceived economic benefits, perceived non-economic benefits of organic production and market access on the formation of converting intention.

Data were collected from a sample survey that included 634 agriculture-producing households in Thai Nguyen, Tuyen Quang and Cao Bang provinces of Northern Vietnam. The logistic regression was used for data analysis.

Research findings indicate that perceived economic benefits, non-economic benefits, market access and use of agriculture information systems positively support the converting intention. Moreover, the use of information systems strengthens the links between the converting intention and perceived economic benefits, perceived non-economic benefits and market access.

This research is innovative in incorporating the use of agriculture information systems as both direct contributor and moderator in converting decisions.

The role of customers has moved from reactive to proactive, and they require more control over digital touchpoints. The quest for authenticity is their response to the dark side of interactive marketing – forms of faking, manipulation and exploitation. Authenticity becomes a key topic in interactive marketing as it reflects how customers assess digital touchpoints. However, there is a lack of comprehensive knowledge of authenticity in the interactive environment.

This article consolidates the authenticity studies in various digital touchpoints using the entity-referent correspondence framework. This research employs bibliometric analysis and thematic analysis of 103 articles in the last 15 years.

Five research clusters are identified: (1) human, (2) brand-generated content, (3) user-generated content, (4) branded platforms and (5) new technologies-based touchpoints (artificial intelligence, augmented reality and virtual reality). Most interactive marketing studies focus on human and content authenticity, and new technologies-based touchpoints lack comprehensive conceptualization. The review synthesizes the types of authenticity used in each touchpoint and highlights the importance of true-to-creator-self and true-to-customer-self in customer evaluation. We further propose a research framework with four antecedent groups and outcomes.

Our research supports managers by highlighting the type of authenticity prioritized in each touchpoint's development.

To answer the call from interactive marketing researchers, this research highlights the distinct definitions of authenticity at various digital touchpoints rather than looking at the overall brand. Trends, gaps and future research agenda of the authenticity concept in technology adoption and customer behavior are discussed.

This study focuses on Vietnamese international students who returned from their overseas doctoral education to home universities in Vietnam (henceforth Vietnamese overseas-trained returnees). The purpose is to explore the experience of these returnees “doing research” (i.e. being research active) when resuming a lecturing role at a Vietnamese regional university. In the context of research now receiving heightened attention in both the wider global higher education (HE) discourse and the Vietnamese HE sector, this study is timely and provides valuable insights.

In total, 76 Vietnamese overseas-trained returnees from varied disciplinary backgrounds completed a questionnaire on their research motivation and their perceived constraints doing research. Eighteen subsequently took part in semi-structured interviews. The study draws on the notion of human agency from the sociocultural perspective to understand the coping strategies of the Vietnamese overseas-educated returnees in response to the challenges they encountered.

The results show that the returnees' motivations to conduct research varied, fuelled by passion, but constrained by multiple factors. Time constraints, heavy teaching loads, familial roles and lack of specialized equipment are key inhibiting factors in re-engaging in research for these returnees. Addressing them necessitated a great deal of readaptation, renegotiation and agentive resilience on the part of the returnees in employing different coping strategies to pursue research.

The paper argues for a subtle understanding of the returnees' experience of re-engaging in research that is both complex and contextual. Implications are drawn for research development in the regional Vietnamese HE context and perhaps in other similar settings.

There is little empirical knowledge about how Vietnamese returned graduates – university lecturers – continue doing research after their return. Also underexplored in global discourse is research on foreign-educated returnees doing research, while they are an important source of human resources. The present study, therefore, fills these research gaps.

The purpose of this study is to examine a mechanism through which subjective financial literacy can exert negative effects on the retirement saving intention and behaviors, which has not been well understood in prior research. Particularly, the authors draw on the relevant risk literature to introduce financial risk tolerance and risk perception as important mediators that transfer subjective financial literacy into reduced retirement saving intention which in turn affects the saving behaviors.

The authors test the model with a sample of 347 adults using factor analysis and structural equation modeling.

Consistent with the notions about the negative side of subjective financial literacy, the authors find supporting evidence for the proposed indirect effects of financial literacy on retirement saving intention via risk tolerance and risk perception. In addition, the authors observe that an individual's retirement saving intention strongly predicts their retirement saving behaviors.

The study offers insights into the mechanisms that subjective financial knowledge might also inhibit individual's responsible financial behaviors (e.g. retirement saving).

This study examines the impact of online budget planning platforms (e.g. Goodbudget, Mint) on households’ financial satisfaction. Furthermore, the authors identify the channels and the cross-sectional heterogeneity of this impact based on households’ income, financial literacy and minority groups.

This study utilizes data from the National Financial Capability Study (NFCS) for 2018 and 2021, which encompasses over 50,000 households. The authors apply logit and ordered logit regression techniques to examine the research questions and use propensity score matching and entropy balancing to address potential sample selection bias.

The authors find a substantial correlation between the adoption of financial budgeting tools and a notable improvement in households’ financial satisfaction, driven by the promotion of healthy financial behaviors and enhanced financial self-efficacy. The empirical findings underscore that the positive effects of online budget planners are more pronounced among low-income, financially illiterate and Black households.

This study is the first to examine the impact of online budget planners on household financial satisfaction. It contributes to the literature by offering valuable insights into how these tools influence financial satisfaction within households.