A good corporate reputation is properties, images, brand of a company that customers of such company can wish for others to join them, therefore the supporting of accompany to build a strong reputation through discretionary, voluntary behaviors of customers is considered to be capable of helping customers to achieve a higher level of awareness about themselves and their social prestige. Positive effect of corporate reputation on customer outcome variables such as customer satisfaction and loyalty, etc. have been recognized in a lot of literatures. Respondents were customers who came to and used services of the retailing, haircut store or beauty salon in Ho Chi Minh city, Vietnam. We also collected 44 questionnaires to do Pretest before conducting the final test in which 490 out of 600 questionnaires are validated to run statistics. Besides, convenient sampling is used for this study. This result showed that customer-based corporate reputation directly affect customer satisfaction, customer commitment, customer loyalty and customer satisfaction, customer commitment and loyalty directly affect CCB. This research also indicated CBR positive influences on CCB. To find out the antecedents of CCBs is obviously important for managers or employers of firm's service because it is also the key to success, for the customer retention, maintain and enhance customer loyalty. That is also an interesting research, which provides ideas on new service industry in Vietnam and developing countries.

This study aims to examine the effects of six website quality factors, including Information Quality (IQ), Security (SE), Website Functionality (WF), Customer Relationship (CR), Responsiveness and Fulfillment (PF), and Visual Appeal (VA) on Customer Satisfaction (CS) and Loyalty (LI) through the mediation of Customer Satisfaction. Quantitative approach was applied in this study. Specifically, questionnaires were sent to 300 respondents in Ho Chi Minh City, Vietnam. The findings showed that there were relationships among website quality dimensions, Customer Satisfaction and Loyalty. Particularly, direct and indirect effects of website quality factors on Customer Loyalty were found through the mediation of Customer Satisfaction. Considering the findings, recommendations were proposed to develop OTA website quality in Vietnam. To be more specific, we make some suggestions related to gaining Customer Satisfaction and long-term loyalty from website quality dimensions.

The study integrated the stimuli–organism-response (SOR) framework and the social exchange theory to explain the mechanism of consumer entitlement (CE) behavior in the retail context of Confucian culture. Qualitative and quantitative approaches were combined in this study in the form of two focus groups and a survey questionnaire (n = 465) administered in Ho Chi Minh City, Vietnam, under the supervision of the Ho Chi Minh City Statistical Office. The results revealed that government regulation, store fairness and preferential treatment belong to stimuli dimensions that trigger CE behavior through organisms, such as trust, commitment and perceived quality. The study’s findings give empirical support to retailers to understand and look for the right strategy for controlling CE behavior in a Confucian-culture context.

The results of scientific research are to carry out aimed at analyzing and defining the relationship between customer relationship management (CRM) and using decision to the product service of customers in Vietnamese service businesses. The qualitative and quantitative research methods were used and the results showed that there are 5 factors having an impact on using decision to the product service of customers as followings: Competence, Convenience perception, Requirement & feedback management, Customer service, and Tangibles. Four hundred people with 31 observed variables were surveyed targeted at determining the factors affecting using decision to the product service of customers in Vietnamese service businesses. The purposes of 3 objectives were done as followings: First, identify the factors affecting using decision to the product service of customers in Vietnamese service businesses; Second, determine the order of priority impact level of the factors affecting using decision to the product service of customers in Vietnamese service businesses; Third, propose solution groups to enhance using decision to the product service of customers in Vietnamese service businesses.

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