Viet An Tran, Que Nhi Tran, Ha My Doan, Gia Long La, Tien Duc Vu and Thi Huyen Pham
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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Practical implications
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.
Originality/value
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.
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Huyen Pham Thi, Que Nhi Tran, Long Gia La, Ha My Doan and Tien Duc Vu
This paper, employing the model integrated from Theory of Planned Behaviour (TPB) and Technology Acceptance (TAM), will examine factors affecting Vietnamese students' acceptance…
Abstract
Purpose
This paper, employing the model integrated from Theory of Planned Behaviour (TPB) and Technology Acceptance (TAM), will examine factors affecting Vietnamese students' acceptance behaviour towards online learning. The research aims at finding out the motivating factors and measuring their influence on students' intention to accept digital transformation in learning. Based on the results, the authors propose some valuable suggestions to encourage acceptance of online learning behaviour, to enhance and apply digital transformation to higher education in Vietnam, especially in the Covid-19 pandemic, when most of the schools all over the world were forced to close.
Design/methodology/approach
The research team used 913 responds' non-convenient probability sampling method, focusing on students currently studying at undergraduate education institutions across the country, studying different training majors, in different academic years. With the questionnaire designed through qualitative research, a preliminary quantitative study with 53 responses has been conducted. Based on the results, the authors completed the questionnaire then conducted a formal quantitative survey. Cronbach alpha, EFA, CFA and SEM have been used to explore the meanings of data collected.
Findings
The results from analysing 913 undergraduates reveal that Attitude (influenced by Perceived Usefulness and Perceived Ease of Use), IT Ability and Self-study Ability impact the intention of accepting online learning at the beginning and digital transformation in the future. Meanwhile, Subjective Norm and Financial Ability do not have any role in fostering the intent of accepting new studying mode among Vietnamese students because of IR4.0 and the low expense for online learning. Research findings are the premise for the authors to provide suggestions for students, institutions on enhancing their digital transformation process through their changing behaviours in the relationship with other stakeholders surrounding the learning process of students.
Research limitations/implications
The authors found that previous studies only focused on one or two factors according to the TAM or TPB model; or have not clarified all the stages in the process of changing learning methods behaviour. Therefore, this study combined both models to analyse in more detail the above process as well as exploit new influencing factors to complete the research scale. The main limitation of this study was that the sample has been taken in 2020 when the Covid-19 pandemic is forcing all students to online learning, even they are willing or not.
Practical implications
The research is conducted in the context of Covid-19 outspread, the society has inevitably transitioned to digital transformation, especially with the education sector. Based on the results of analysing the changing process among students from accepting online learning to their intention to change the learning behaviour, the authors proposed some recommendations for universities that build the landscape for study; for lecturers – the most important factor in connecting the students to the working world with knowledge and skills; and especially for students, who need to have actively in receiving knowledge and self-study in the era of IR4.0.
Originality/value
This study adds to the existing literature related to solutions to motivate intention to accept online learning in higher education institutions. With online learning gradually being adopted around the world, the study examined the factors driving the intention to study online in emerging countries. In particular, the study focuses specifically on the case of Vietnam. This result from this study can serve as a guide for higher education institutions as a premise to develop future research directions. It may be useful for studies at higher education institutions in emerging countries similar to Vietnam; in-depth research into research subjects at higher education institutions; or study countries with cultures, customs and habits equivalent to Vietnam, etc. Finally, we are certain that the material presented in this manuscript will not infringe any statutory copyright and that the manuscript will not be submitted elsewhere while being reviewed by the Journal of Applied Research in Higher Education assessment.
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This chapter provides information on the development of Vietnamese education under the influence of global forces based on the analysis of relevant education research and policies…
Abstract
This chapter provides information on the development of Vietnamese education under the influence of global forces based on the analysis of relevant education research and policies using Wolhuter’s frameworks. In the process of coming up with ways to develop education in the face of different influences of globalization, besides having reactions with patterns commonly found in countries around the world, Vietnam also has responses that reflect its own political, sociocultural and economic characteristics. The state still plays a controlling role in education at all levels and many culture-related features that have existed throughout the country’s history have hardly changed, namely aspects related to teachers, learners and teaching and learning methods. To sustain its education in the globalized era, Vietnam must make more efforts in various aspects such as the link between education and employment, the logic of education objectives, the feasibility and appropriateness of curricula, quality of education, especially of higher education and equality in education for underprivileged groups.
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Huyen Thi Thanh Nguyen, Tam Minh Nguyen, Giannoula Tsakitzidis, Martin Valcke, Lo Nguyen, Anh Thi Kim Nguyen, Nhan Chan Ha, Chi Van Le, Tien Anh Hoang, Toan Duc Vo, Tu Minh Nguyen, Anh Ho Thi Quynh Le, Huy Vu Quoc Nguyen and Johan Wens
This study explored students' perspectives on designing and implementing the new clinical interprofessional education (IPE) module for chronic disease management at the primary…
Abstract
Purpose
This study explored students' perspectives on designing and implementing the new clinical interprofessional education (IPE) module for chronic disease management at the primary care level in the Vietnamese context.
Design/methodology/approach
Students from seven different university-level healthcare programmes participated in a cross-sectional survey Course Experience Questionnaire-based study. Additionally, two open-ended questions were presented to gather qualitative data, mapping student perspectives. Statistical analyses and thematic analyses were performed.
Findings
The results show that students agree with quality statements about IPE design features, such as good teaching, clear goals and standards, appropriate workload, appropriate assessment and a blended learning approach. Answers to the open-ended comments pointed out the strengths of the IPE module in providing opportunities for interprofessional learning, improving interprofessional collaboration competencies, real-life interprofessional collaboration practice and continuous feedback from tutors. Students also reported weaknesses in the IPE module, including a lack of feedback on the care plan and logistics of the IPE module.
Originality/value
Students positively recognise key design features of the IPE module, combining classroom activities with standardised patient simulations, clinical practice and home visits. Chronic disease management at the primary care level is a suitable context for training students to work interprofessionally. The strengths and weaknesses identified by students could help in the redesign and future implementation of the IPE module in the Vietnamese context. They could inspire practices in Southeast Asian medical education and beyond.
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Pham Tien Thanh and Le Thanh Tung
During the COVID-19 pandemic, mass media play a vital role in containing the outbreak of the virus by quickly and effectively delivering risk communication messages to the public…
Abstract
Purpose
During the COVID-19 pandemic, mass media play a vital role in containing the outbreak of the virus by quickly and effectively delivering risk communication messages to the public. This research examines the effects of risk communication exposure on public understanding and risk perception of COVID-19 and public compliance with health preventive measures.
Design/methodology/approach
Data from Vietnam during COVID-19 social distancing and path analysis model are used for empirical analysis.
Findings
This analysis finds that exposure to risk communication in mass media encourages public compliance directly and indirectly through the mediating roles of public understanding and risk perception. Further investigations also find that exposure to risk communication in both online media and traditional media facilitates public compliance. In addition, exposure to risk communication in online media only raises public risk perception, whereas exposure to risk communication in traditional media only raises public understanding.
Research limitations/implications
This research implies that traditional and online media should be combined to increase the efficiency and effectiveness of government risk communication work.
Originality/value
This research is among the first attempts that examine the role of mass media (both traditional and online) in enhancing public compliance with preventive measures directly and indirectly through the mediating roles of public risk perception and understanding.
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Pham Tien Thanh, Duong The Duy and Pham Bao Duong
In the early stage of the COVID-19 pandemic, Vietnam imposed many drastic restrictions to curb the outbreak of this virus. Such restrictions interrupted the normal functioning of…
Abstract
Purpose
In the early stage of the COVID-19 pandemic, Vietnam imposed many drastic restrictions to curb the outbreak of this virus. Such restrictions interrupted the normal functioning of various economic sectors, including agriculture. This research examined disruptions to agricultural activities, income loss and perceived food insecurity among farm households during the pandemic, and then explored the relationships among these economic factors.
Design/methodology/approach
Household data from Vietnam and Generalized Structural Equation Model (GSEM) were used for empirical analysis.
Findings
Descriptive analyses found that only a small proportion of farm households suffered from the COVID-19 disruptions to their agricultural activities, a large percentage experienced income loss, and a medium number were worried about their food insecurity. GSEM results also revealed that the COVID-19 disruptions to agricultural activities significantly increased the likelihood of worrying about food insecurity, mediated by income loss.
Research limitations/implications
Due to data limitations, the authors could not use better indicators to define and measure the variables of interest (e.g. COVID-19 disruptions to agricultural activities, income loss and food insecurity). Another similar concern was that our models did not account for unobservables, causing some estimation biases.
Originality/value
This research is among the first attempts that examined the direct and indirect (mediated by income loss) effects of the COVID-19 disruptions to agricultural activities on food insecurity.
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This chapter explores the influences of Vietnamese culture coupled with national policies on gender equality on academic women’s advancement into senior leadership positions.
Abstract
Purpose
This chapter explores the influences of Vietnamese culture coupled with national policies on gender equality on academic women’s advancement into senior leadership positions.
Methodology/approach
In-depth interviews with 20 mid-level women leaders and five top-level leaders were conducted at four different higher education institutions in the Mekong Delta (MD) in southern Vietnam. In addition, document analysis and participant observations contributed to the overall analysis, which allowed for the cross-check of data from multiple sources to investigate the participants’ understanding, perception, conceptualization, and interpretation of their experiences of advancing in their careers.
Findings
Findings show that there is a large gap between the policies and gender practices. Gender equality does not exist in reality, regardless of tremendous efforts from the Vietnamese government and policy makers to ensure it in all spheres of life. Additionally, patriarchal hierarchy remains dominant in the institutional administrative system, and Vietnamese Confucian ideology continues to confine and adversely affect both men’s and women’s perceptions of women’s social roles, status, and forms of social participation. Nevertheless, academic women still develop professionally and find their own ways to advance to a few key leadership positions at their institutions.
Research limitations
The sample of this study is limited to academic women in the MD in Vietnam. Future research should include more women and universities and colleges, from not only the southern part but also other regions of Vietnam. Further, international and comparative studies should be conducted to see differences in experiences of academic women from several Southeast Asian countries as they move up their career ladder.
Originality/value
Because there have not been any empirical studies about women and leadership in academia in the MD, this study serves as a resource and foundation for improving gender policies and practices as well as future research on this topic and gender issues of colleges and universities in Vietnam.
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Seung Kyu LEE and Truong An Dang
This study aims to investigate aspects related to the changing trends of the rainfall extremes in the entire Mekong Delta in the period of 32 years (1984-2015) applying rainfall…
Abstract
Purpose
This study aims to investigate aspects related to the changing trends of the rainfall extremes in the entire Mekong Delta in the period of 32 years (1984-2015) applying rainfall extreme indices. First, the homogeneity tests were applied to assess the quality of observed rainfall data series. The authors, then, investigated three rainfall indices including the number of very heavy rainfall days 20 mm (R20), number of days above 50 mm (R50) and number of days above 100 mm (R100) applying the Mann-Kendall test and Sen’s slope estimate.
Design/methodology/approach
First, the homogeneity tests were applied to assess the quality of observed rainfall data series. The authors, then, investigated three rainfall indices including the number of very heavy rainfall days 20 mm (R20), number of days above 50 mm (R50) and number of days above 100 mm (R100) applying the Mann-Kendall test and Sen’s slope estimate.
Findings
The results of R20 pointed out that an insignificant upward tendency was found in the coastal provinces, whereas an insignificant downward tendency was also recorded in the inland provinces. Regarding the number of R50, a similar trend to R20 was recorded with five stations slightly increased and five stations slightly decreased. For the number of R100, the results recorded an absence of significant trends over the entire study area. Approximately 58.5% of stations show a slightly decreasing trend, while 41.5% of the remaining stations recorded a slightly increasing trend.
Originality/value
For the number of R100, the results recorded an absence of the significant trends over the entire study area. Approximately 58.5% of stations show a slightly decreasing trend, while 41.5% of the remaining stations recorded a slightly increasing trend. Of note is the fact that the number of R100 occurred more frequently in the northern provinces, which means the northern region is facing a high risk of flooding.
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Pham Tien Thanh and Pham Bao Duong
Women migrant street vendors are considered a vulnerable group in societies, thereby being hard hit during a crisis. This research aims to examine effects of COVID-19 social…
Abstract
Purpose
Women migrant street vendors are considered a vulnerable group in societies, thereby being hard hit during a crisis. This research aims to examine effects of COVID-19 social distancing on their businesses, consumption, health and general lives; solutions and mitigation strategies that they adopted in response to these adverse effects; and their recovery of socioeconomic lives after social distancing.
Design/methodology/approach
The data were collected from the women migrant street vendors in urban Vietnam. Descriptive statistics, probit model and ordered probit model were used for empirical analysis.
Findings
Women migrant street vendors faced immense challenges during social distancing. They also lacked solutions to sustain their businesses and were forced to resort to various mitigation strategies. Their socioeconomic lives were also slow to recover after social distancing. In addition, those experiencing greater business loss faced more adverse effects during social distancing and have more difficulties in the recovery of socioeconomic lives after social distancing.
Practical implications
This research highlights the importance of redesigning social policies to support women migrant street vendors during crises. It also emphasizes the need to formalize and legalize their activities to foster sustainable and inclusive development in the long term.
Originality/value
To the best of the authors’ knowledge, this research is among the first attempts to explore the effects of COVID-19 social distancing on the women migrant street vendors and to examine how they respond to these adverse effects.
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Bao Trang Thi Nguyen, Stephen H. Moore and Vu Quynh Nhu Nguyen
This study focuses on Vietnamese international students who returned from their overseas doctoral education to home universities in Vietnam (henceforth Vietnamese overseas-trained…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Practical implications
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.
Originality/value
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.