Trường Đại học Kinh tế - Luật, Đại học Quốc gia Thành phố Hồ Chí Minh

Customer segmentation is the process of grouping customers based on similar characteristics such as behavior, shopping habits…so that businesses can do marketing to each customer group effectively and appropriately. Customer segmentation helps businesses determine different strategies and different marketing approaches to different groups. Customer segmentation helps marketers better understand customers as well as provide goals, strategies and marketing methods for different target groups. This paper aims to examine the customer segmentation using clustering method in statistics and unsupervised machine learning. The algorithms used are K-means and Elbow which are famous algorithms that have been successfully applied in many areas such as marketing, biology, library, insurance, finance... The purpose of clustering is to find meaningful market segments. However, the adoption and adjustment of parameters in the algorithms so as to find significant customer segmentations remain a challenge at present. In this paper, we used data of customers of Thu Duc CoopExtra and found significant customer segmentations which can be useful for more effective marketing and customer care by the supermarket.  

Public service motivation (PSM) has been the topic of many public administration and management studies since 1990. In Vietnam, 2016 marked the beginning of PSM research with a great deal of consideration of the impact of PSM on civil servants' job satisfaction, performance, and organizational commitment. However, no controlled studies have investigated PSM's impact on public employee outcomes, especially in the context of Vietnamese higher education institutions (HEIs). This study aims to examine how underlying aspects of public service motivation (Self-Sacrifice, Commitment to the Public Interest, Attraction to Public Policy Making, and Compassion) affect both positive and negative employee outcome factors, including Work Effort; Organizational Citizenship Behavior, Turnover Intention, and Work-related Stress. The results of structural equation modeling (SEM) point out that four PSM sub-constructs have varying effects on employee outcomes, as evidenced by the data from a random sample of three hundred and thirteen lecturers and administrators from Vietnamese public universities. In particular, three sub-constructs of PSM, namely self-sacrifice, dedication to the public interest, and attractiveness to public policymaking favorably influence employees' efforts in their duties; whereas compassion has a negligible influence on work efforts. Four aspects of PSM positively affect work effort and organizational citizenship behavior but adversely influence work-related stress and intention to leave the organization. This research demonstrates that a greater degree of PSM in all sub-constructs is favorably connected with public employees' organizational citizenship behavior. However, PSM negatively correlates with job stress although this is only supported by the sub-construct of selflessness. The findings of this research have proposed several significant recommendations for the approaches taken to human resource management within public universities in Vietnam.

This study aims to identify factors affecting the intention to use online shopping apps of Vietnamese consumers. The results indicate the suitability of the theoretical model for market data. Some hypotheses in the model are also accepted. Based on theory of technology acceptance suggested in previous studies, the authors identified five out of eight tested factors that influence the intention to use online shopping apps. In particular, the results from multiple regression analysis on a dataset of 315 customers show that flexibility, habit, trust, hedonic motivation and perceived risk have a direct impact on the intention to use online shopping apps. This study is expected to provide e-commerce companies an overview of the customers who use mobile apps for online shopping and thereby allowing them to develop and improve their apps as well as design strategic plans.  

Exploiting customer insights plays a key role in the long-term development strategy of every business, which strongly supports them in building trust with customers and enhancing competitive advantages. Especially in the period of rapid growth of technology, as there is a significant increase in online users, all the interactions and comments become more important in extracting valuable insights into customer behaviours and emotions. Our research aims to conduct sentiment analysis on comments in mobile commerce apps , then classify them into positive or negative sentiment, based on a hybrid approach that combines supervised machine learning methods and natural language processing techniques; at the same time, evaluating the model performance through the Confusion Matrix to ensure the reliability of the results. The study experimented on a proposed model with 04 machine learning methods including Naive Bayes, SVM, Random Forest and Logistic Regression on more than 935,000 comments collected from 04 popular mobile commerce apps in Vietnam (Tiki, Shopee, Lazada and Sendo). The experiment categorised positive and negative views with high accuracies of 91%, expressed by reports and charts that reflect customer trends and feelings. Moreover, the study also brings new and deeper perspectives on customer behaviours, assisting administrators to detect the strengths and weaknesses of services and apps, thereby improving user experience. Based on the research results, E-commerce businesses can analyse market trends and explore customers' needs and interests to develop effective product and service development strategies.

This paper evaluates the performance of nine industries under ICB classification scheme from Datastream, employing 3 popular measures: Sharpe ratio (1994), alpha based on CAPM model (Sharpe, 1964; Lintner, 1965) and Fama and French (1993). These measures allow the comparison of operating performance of portfolios taking into consideration of the risk born by investors. CAPM and Fama and French models are utilized to test the systematicness rather than randomness in obtaining positive/negative excess returns.Analyzing industry performance using risk-adjusted measures is critical because present studies in Vietnam are mostly involved in dissecting conventional indicators and qualitative analysis of macroeconomic news. In addition, we conduct further analysis of profitability, cash flow management and EPS to verify the rationality of the 3 indicators and examine problems that firms in some industries are faced. The findings show a consistency among the 3 measures and the comprehensiveness of performance measurement isbetter guaranteed.

This study was conducted to determinefactors that affect the access to formal credit by smallholder farmers in An Giang province. Applying binary logistic regression analysis on a sample of 210 households, we found that the access to formal credit by these households are affected by five factors, namely total value of household assets, participation in organizations, demand for loans from credit institutions, loan guarantees and accumulated income, in which the demand for loans has the greatest impact. From the regression results, we built a model to forecast the access to formal credit by households with 93.8%. precise forecastprobability.

“The right to access to justice in environmental matters” is one of human’s basic rights as mentioned in important international documents of human’s rights and international environmental agreements. This right, however, still rather new both in theory and in practice in Vietnam. To provide readers with an overview of the right to justice in environmental matters in Vietnam, this paper will present its origin and legal background. An analysis of some practical cases is also included to provide a better understanding about the right. The author also suggests some solutions with an attempt to guarantee the right so that the environmental protection will be carried out more efficiently.

Although The feminist legal theory has been relatively new and still unfamiliar in Vietnam for many years, its contents, interestingly, are closer than ever that we can easily learn from Vietnamese laws with the significant changes through our long history. Perhaps, law is an instrument of social change which means that the movement of society always has great impact on the change of legal system. Undoubtedly, marriage and family law, probably more than any other law, clearly reflects the characteristics of women like reproduction and child rearing. Therefore, engaging this law with feminist perspective will enable us to find out more about women status, their thought, how social economics and cultural factors affect their decisions. The feminist legal theory also sheds light on structural and entrenched gendered disadvantages that are perpetuated. In general, the legal terms of marriage and family law 2014 state that there is no distinction between husbands and wives with respect to martial property distribution, custody disputes and so on. In other words, the spouses have equal role in their family in which the law provides the same benefits, rights and responsibilities to all parties without gender-based discrimination. In contrast, the theory – practice gap is still overwhelming. This essay will point out some inequality matters when Vietnamese courts handle cases in relation to the spouses’ matrimonial property during a divorce process as well as emphasize the nature of mothering or nurturing of children at the dissolution of marriage. Further, the essay also addresses, to a limit extent, Vietnamese family law from the light of The feminist legal theory and answer the question whether marriage and family law protect sufficiently women’s rights or not.

This study aims to identify and evaluate the reason for the decline of Vietnam’s economic growth in the period 2011 - 2014. The results indicate that, in addition to endogenous problems of the growth model, obsolete technology and low productivity are the main factors causing the decline. The study also offers some suggestions for Vietnam to get out of the economicdepression and reach a sustainable development.

This study addresses the development of employability skills among English-major graduates to facilitate their transition from university to the workplace. Contemporary research has pinpointed that universities fail to sufficiently prepare their students in terms of professional knowledge and work-related skills. There is also a mismatch between the focus of academic programs and the demands and requirements from potential employers regarding graduates’ performance. Drawing on the document analysis and simple descriptive statistics of the undergraduate English language/linguistics program descriptions of six distinct universities located across Vietnam, this study aims to explore the extent to which English-major students are empowered with employability skills and provide recommendations for promoting these skills. Findings show that there is a substantial shift in reconsidering the imbalance between theoretical and practical components in the program design. The programs also exhibit certain degrees of preparation for students’ employability through the curricular integration of generic skills such as critical thinking, public speaking, presentation skills, communication skills and research skills. This study reiterates the significance of promoting work-related skills and strengthening university-industry partnerships in designing academic programs and providing English-major students with hands-on experience.