The impact of online and offline experiences on the repurchase intention and word of mouth of women’s fashion products with the intermediate trust factor

Nguyen, Ngoc Quang; Nguyen, Hoai Long; Trinh, Thuy Giang Article The impact of online and offline experiences on the repurchase intention and word of mouth of women’s fashion products with the intermediate trust factor Cogent Business & Management Provided in Cooperation with: Taylor & Francis Group Suggested Citation: Nguyen, Ngoc Quang; Nguyen, Hoai Long; Trinh, Thuy Giang (2024) : The impact of online and offline experiences on the repurchase intention and word of mouth of women’s fashion products with the intermediate trust factor, Cogent Business & Management, ISSN 2331-1975, Taylor & Francis, Abingdon, Vol. 11, Iss. 1, pp. 1-16, https://doi.org/10.1080/23311975.2024.2322780 This Version is available at: https://hdl.handle.net/10419/326127 Standard-Nutzungsbedingungen: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. 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If the documents have been made available under an Open Content Licence (especially Creative Commons Licences), you may exercise further usage rights as specified in the indicated licence. https://creativecommons.org/licenses/by/4.0/ Cogent Business & Management ISSN: 2331-1975 (Online) Journal homepage: www.tandfonline.com/journals/oabm20 The impact of online and offline experiences on the repurchase intention and word of mouth of women’s fashion products with the intermediate trust factor Ngoc Quang Nguyen, Hoai Long Nguyen & Thuy Giang Trinh To cite this article: Ngoc Quang Nguyen, Hoai Long Nguyen & Thuy Giang Trinh (2024) The impact of online and offline experiences on the repurchase intention and word of mouth of women’s fashion products with the intermediate trust factor, Cogent Business & Management, 11:1, 2322780, DOI: 10.1080/23311975.2024.2322780 To link to this article: https://doi.org/10.1080/23311975.2024.2322780 © 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. Published online: 06 Mar 2024. Submit your article to this journal Article views: 4377 View related articles View Crossmark data Citing articles: 3 View citing articles Full Terms & Conditions of access and use can be found at https://www.tandfonline.com/action/journalInformation?journalCode=oabm20 Marketing | research article Cogent Business & ManageMent 2024, VoL. 11, no. 1, 2322780 The impact of online and offline experiences on the repurchase intention and word of mouth of women’s fashion products with the intermediate trust factor ngoc Quang nguyen , hoai long nguyen and thuy giang trinh Marketing Faculty, national economics university, Hanoi, Vietnam ABSTRACT customers with a good experience with the product and point of sale will have more repurchase intention and spread the positive information to other customers. the trend of online and offline experience before deciding to buy is increasingly popular, especially in the period of covid 19. this study builds a model and tests the impact of online and offline experience factors on customer repurchase intention and word of mouth with trust intermediary factor. the research object is Vietnamese women aged 15 to 60 years old, with online and offline women’s fashion experience. the analytical methods used are eFa, cFa, and seM with sPss and aMOs software. survey results on 629 women show that online and offline experiences have a direct impact on trust, promoting repurchase intention and word of mouth; Besides the direct impact, these two experiential factors also indirectly affect through the intermediary trust factor. research results suggest to marketers that it is necessary to simultaneously build online and offline women’s fashion experiences for customers to build trust, and stimulate repurchase intention and word of mouth. 1. Introduction clients need phygital experiences that combine digital and physical best practices. they order items on their phones but pick them up in shop, use augmented reality shopping to test an item virtually before buying it, and connect with a contact center before talking to a human. Phygital integrates physical and digital channels to create a omni-channel experience. During the covid 19 period, life moved online, and retailers had to axle to digital channels. as we emerge from the pandemic, clients are beginning to get back to typical life and traditional shopping. Despite the fact that they aren’t returning to stores as quickly as before, there is still a significant demand for offline experiences (Blake, 2022). in the fashion industry, shopping is a social experience. it’s beyond purchasing goods, it’s about human interaction and tangible sensory experience, which is hard to replace by only online experiences. so, a hybrid shopping experience is the future of fashion retail and marketer to link the gap between the offline and the online experience. the fashion business is developing with innovation, and it’s as of now not just about beautiful garments. about making a digital ecosystem that boosts the buyer experience and offers convenience and customization (ambavle, 2023). in the academic field, retailers are confronted with the task of effectively managing the customer experience, as it represents a variable that falls within their jurisdiction (Zaid & Patwayati, 2021). the significance of the customer experience in determining a company’s success has been emphasized (riaz et al., 2021). Furthermore, it has been established that the customer experience plays a crucial role in influencing the sustainability of a company’s competitive advantage (Pei etal., 2020). the online channel currently possesses a greater number of competitive advantages in fulfilling customer demands when compared to the offline channel. according to Mofokeng, (2021), the utilization of online channels © 2024 the author(s). Published by informa uK Limited, trading as taylor & Francis group. CONTACT Hoai Long nguyen [email protected] Marketing Faculty, national economics university, Hanoi, Vietnam. https://doi.org/10.1080/23311975.2024.2322780 this is an open access article distributed under the terms of the Creative Commons attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. the terms on which this article has been published allow the posting of the accepted Manuscript in a repository by the author(s) or with their consent. ARTICLE HISTORY received 22 august 2023 revised 18 February 2024 accepted 20 February 2024 KEYWORDS Online experience; offline experience; repurchase intention; word of mouth (WOM); women’s fashion REVIEWING EDITOR len tiu Wright, De Montfort University Faculty of Business and law, United kingdom SUBJECTS cognitive psychology; consumer psychology; business, management and accounting 2 n. Q. ngUYen etal. provides several advantages, including enhanced access to information, increased convenience, reduced costs, and time expenditures, and the ability to monitor customer purchases based on their identity. Furthermore, the utilization of online channels enables the acquisition of customer insights and facilitates the implementation of tailored promotional strategies, thereby augmenting the overall customer satisfaction consequently leading to an increased likelihood of customers intending to make repeat purchases (hult et al., 2019). customer satisfaction and experience are commonly linked to physical stores in the offline channel or traditional shopping. the offline channel, commonly referred to as a traditional store, offers customers the opportunity to physically interact with products, seek guidance from knowledgeable staff, and benefit from efficient delivery services (schröder & Zaharia, 2008). these factors collectively enhance the overall customer experience. there is a growing preoccupation among marketers regarding the repurchase intention, which is subject to the influence of multiple factors including brand, price, satisfaction, and experience. it is crucial for these factors to be in congruence with customer expectations (Yasri et al., 2020). With the ongoing Vietnam fashion retail market answered to be worth Us $358 million in 2017, Vietnam is drawing in worldwide industry players such as Zara, h&M, Uniqlo, and many Vietnamese brands to open distribution channels. regardless of the great development of the online retail portion put at 61% a year. Online retail sales make up just 2.8% of the domestic retail market. For Vietnamese fashion brands, physical stores are still the most common form of retail (ng, 2018). in addition, Vietnam’s young, tech-savvy population is thirsty for new experiences, which may aid in the expansion of concept stores. thus, to streamline transformation rates, it’s the ideal opportunity for fashion retailers to consider the omni-channel model—a methodology that gives a coordinated shopping experience to the client— to broaden their online and offline transactions (ng, 2018). if a business evaluates the impact of customer experience (including offline and online experience) on changing customers’ future behavioral intentions (repurchase intention and word of mouth), it will be more easier for business to find solutions to influence customer behavior changes in a direction that is beneficial to the business. the objective of this study was to investigate the quantitative cause-and-effect relationship between online, and offline experience and repurchase intention, word of mouth, and trust acts as a mediating dimension. research results will help to evaluate the importance of online, offline experience in promoting repurchase intention and word of mouth, as well as the role of trust in this relationship. these are topics that are missing from recently published research. this result brings theoretical contributions through building and testing the impact model among the 5 dimensions mentioned above; and suggests management guidelines for fashion retailers to set their distribution channel policies. this research model and research results will help scientists as well as practitioners to generally research the impact of customer experience on customers’ behavioral intentions under the influence of trust. 2. Literature review 2.1 Research overview 2.1.1. Offline customer experience Offline customer experience is understood as an integrated series of interactions between customers and retail objects, processes, and environments (Verhoef et al., 2009). the concept of customer experience refers to the enduring impact that customers retain following their engagement with products or services. it encompasses the amalgamation of sensory stimuli that customers encounter during these interactions (shah & agarwal, 2020). the provision of customer satisfaction, establishment of expectations, cultivation of trust, promotion of loyalty, and development of emotional connections with customers are all significant aspects in which it is involved (slack etal., 2020). Defining the customer experience dimension can be challenging due to the diverse perspectives in research). Furthermore, the customer experience assumes a pivotal position in the shopping process, incorporating emotional and cognitive aspects in both physical and virtual environments (Demangeot & Broderick, 2006). the affective and cognitive dimensions are intricately linked to the customer experience, going beyond mere transactional worth (rose et al., 2012). cOgent BUsiness & ManageMent 3 in the context of a traditional store, customer experience encompasses various aspects such as affordability, open and comfortable spaces, accessibility, retail mix recreational activities, entertainment, promotions, communication and the overall environment (Verhoef et al., 2017). Furthermore, various elements such as the range of products available, the perceived level of quality, the visual appeal and architectural design, the sense of immersion and discovery, the ease of navigation, the opportunities for social interaction, the convenience of the shopping experience, the promotional incentives offered, the diversity of stores within the mall, the ability to compare prices, the potential for role-playing, and the overall attitude of the customer all play a significant role in shaping the customer experience within a conventional retail environment (sohail, 2015). in addition, various factors including store selection, store service quality, store prices, hedonic value, and store patronage, store design, self-congruity, store atmosphere, store employees, are influential in shaping the customer experience (ameen et al., 2021). 2.1.2. Online customer experience a fundamental aspect of online customer experience is usability, referring to the ease of navigation, website responsiveness, and efficient transaction processes (rose et al., 2012) emphasizing the importance of user-friendly interfaces in enhancing customer satisfaction and reducing cart abandonment rates. the online experience is commonly understood as the overall encounter individuals have while engaging with websites, applications, or virtual platforms with the significance of usability, interactivity, and personalization in shaping positive online experiences (Pentina et al., 2011). additionally, the role of user experience design and user interface elements in enhancing satisfaction and engagement has been extensively studied (Bilgihan et al., 2016). Personalization has also emerged as a significant determinant of online customer experience. tailoring content and product recommendations based on customer preferences and behavior can lead to higher engagement and conversion rates. Moreover, customer service and support play a pivotal role in shaping the online customer experience. Prompt and effective resolution of customer queries and complaints significantly impacts customer perceptions and influences their propensity to return (Jaiswal & singh, 2020). the rise of social media has further complicated the dynamics of online customer experience. consumers now have the power to amplify their experiences through reviews and ratings, influencing the purchasing decisions of others. companies must actively manage their online reputation to mitigate negative effects (Micu et al., 2019). customers are more likely to engage with brands they trust with their personal information. implementing robust security measures can foster trust and enhance the overall online shopping experience. customers’ trust in the seller can be strengthened through positive experiences with online shopping, leading to a perception of the seller as reliable (suhaily & soelasih, 2017). the study conducted by Miao et al. (2022) provided evidence supporting the notion that trust exerts a favorable influence on customer satisfaction. the empirical state is a term used by experts to refer to the cognitive aspect of the online customer experience, which includes knowledge and conscious mental processes. the role of an individual’s emotional system in generating the online customer experience is referred to as the emotional state (suhaily & soelasih, 2017). the identification of psychological functions and factors has been recognized as a crucial dimension in understanding the online customer experience. this perception subsequently impacts various outcomes, such as benefits received, emotional responses, evaluative judgments, and behavioral intentions. Prior studies have endeavored to investigate the potential ramifications of the online customer experience, and have theoretically posited that the intention to engage in repeat purchases is a noteworthy outcome of improving the online customer experience (Fared et al., 2021). 2.1.3. Repurchase intention the concept of repurchase intention pertains to the behavior of customers who choose to make subsequent purchases of goods or services that they have previously encountered and are determined to possess favorable attributes and advantages (liao et al., 2017). in order to foster customer loyalty and encourage repeat purchases, it is imperative for a firm to effectively meet and exceed customer 4 n. Q. ngUYen etal. expectations. customer satisfaction is a crucial determinant that significantly impacts repurchase intention. customers who are satisfied are more inclined to engage in repeat purchases as compared to customers who express dissatisfaction (tata et al., 2020). according to sullivan & kim (2018), prior studies have demonstrated a positive relationship between repurchase intention and both cost reduction and market share growth. Furthermore, previous research has emphasized the substantial influence of customer satisfaction on the intention to repurchase (tata et al., 2020). 2.1.4. Word-of-mouth the concept of WOM credibility refers to the perceived reliability and trustworthiness of reviews or comments (evgeniy et al., 2019; Mensah, 2020). these reviews and comments have the potential to significantly impact consumers’ purchase decisions (Bhat n.Y., 2020). Furthermore, it has been observed that consumers exhibit an increased level of confidence and a decreased perception of risk when they are exposed to a greater volume of WOM communication. in their study, Berger & schwartz (2011) show what’s a driver of immediate word of mouth. the identification of influential nodes within WOM marketing networks is a critical area of scholarly investigation. One prevalent approach in the identification of influential online reviewers involves the comparison of accumulated ratings of reviews or authors, as proposed by al-Dmour et al. (2021). 2.2. Hypothesis development 2.2.1. The influence of customer experience customer experience refers to the cumulative impact of various touchpoints and interactions a customer has with a company or brand throughout their journey. Positive customer experiences have been found to have a significant impact on increasing the likelihood of repurchase intention (homburg etal., 2017). Moreover, customer experiences that exceed expectations can create a sense of delight, which further enhances the likelihood of repurchase intentions and positive WOM (hsia et al., 2020). however, it is crucial to note that negative customer experiences can have a strong detrimental impact on repurchase intentions. Dissatisfied customers are more likely to switch to competitors, negatively affect brand reputation, and spread negative WOM (cam thuy & ngoc Quang, 2022). in the digital age, the customer’s experience comes from offline experience and online experience. Offline customer experience encompasses various interactions and touchpoints that occur in physical settings, such as retail stores, service centers, or face-to-face interactions with sales representatives. Positive customer experiences, characterized by high satisfaction levels, emotional connections, and trust, have been found to significantly impact customers’ likelihood to repurchase from the same establishment (homburg et al., 2017). Online customer experience encompasses the various interactions and touchpoints that occur in the virtual realm, such as website usability, ease of navigation, personalized recommendations, and responsive customer service. Positive online customer experiences, characterized by high levels of satisfaction, convenience, and personalization, have been found to significantly impact customers’ intention to repurchase from the same website or online platform (Verhoef et al., 2017). thus, we develop the hypothesis: 1. Offline experience has a positive impact on customer trust 2. Offline experience has a positive impact and drives repurchase intention 3. Online experience has a positive impact on customer trust 4. Online experiences have a positive impact and drive repurchase intention Positive online experiences can positively influence offline experiences by creating positive expectations and perceptions about the brand or company (tzyh et al., 2020). a seamless and satisfying online experience can lead to increased trust and credibility in the company, which can carry over to offline interactions and lead to higher levels of customer satisfaction (Pei et al., 2020). On the other hand, cOgent BUsiness & ManageMent 5 negative online experiences can also have adverse effects on offline experiences. Dissatisfaction with a company’s website or online service can create negative perceptions about the brand, leading to lower satisfaction with subsequent offline interactions (castañeda garcía et al., 2018). thus, we develop the hypothesis: 5. Online experiences have a positive impact and drive offline experiences the influence of online and offline customer experience on WOM has been a subject of interest in the marketing and consumer behavior literature. Positive offline customer experiences have been found to significantly impact customers’ likelihood to engage in positive WOM communication (homburg etal., 2017). satisfied customers, who have had pleasant interactions and memorable experiences in physical settings such as retail stores or service centers, are more likely to share their positive experiences with others through WOM (lemon & Verhoef, 2016). additionally, online and offline experiences that create emotional connections and foster trust between customers and companies can amplify the likelihood of customers recommending the brand to others (cam thuy & ngoc Quang, 2022). thus, we develop the hypothesis: 6. Online experiences have a positive impact and drive word of mouth 7. Offline experience has a positive impact and drives word of mouth 2.2.2. Repurchase intention and word of mouth existing research suggests that a positive repurchase intention has a significant positive impact on customers’ WOM (ginting etal., 2023). satisfied and loyal customers who intend to repurchase from a company are more likely to engage in positive WOM communication, recommending the brand to their friends, family, and social networks (ngoc Quang & thuy, 2023). a strong intention to repurchase indicates a high level of satisfaction and trust in the brand, which in turn, motivates customers to advocate for the company (castañeda garcía etal., 2018). On the other hand, a negative repurchase intention can also influence WOM, but in an adverse manner. customers with low repurchase intention due to dissatisfaction or negative experiences may engage in negative WOM, sharing their grievances and discouraging others from patronizing the brand (ginting et al., 2023). negative WOM can significantly harm a brand’s reputation and lead to a loss of potential customers (ngoc Quang & thuy, 2023). thus, we develop the hypothesis: 8. Repurchase intention has a positive impact and drives word of mouth 2.2.3. Trust and its mediating role in the influence of customer experience on customer repurchase intention and word of mouth trust is the customer’s expectation that a company will act in its best interest, even in situations with limited monitoring or control. establishing trust through perceived competence, transparency, and positive interpersonal interactions is crucial for building strong and long-lasting customer relationships (ngoc Quang & thuy, 2023). trust has a significant impact on customer behavior, influencing various aspects of the customer-business relationship (nguyen thi tuyet et al., 2017). When customers trust a company or brand, they are more likely to make repeat purchases and exhibit loyalty. satisfied and trusting customers are also more likely to engage in positive WOM, becoming brand advocates and contributing to new customer acquisition (ngoc Quang & thuy, 2023). trust remains a key driver of customer loyalty, repeat purchases, and positive word-of-mouth in the context of customer-business relationships (han & ryu, 2012; samed al-adwan, 2019). trust continues to be recognized as a vital factor in reducing perceived risk, encouraging purchase intentions, and enhancing overall customer satisfaction (Purwanto et al., 2020; samed al-adwan et al., 2022). thus, we develop the hypothesis: 9. Customer trust has a positive effect and drives repurchase intention 10. Customer trust has a positive effect and drives word of mouth 6 n. Q. ngUYen etal. 11. Offline experience mediates the relationship between online experience and customer trust 12. Offline experience and customer trust mediate the relationship between online experience and repurchase intention 13. Offline experience, customer trust and repurchase intention mediate the relationship between online experience and word of mouth 14. Customer trust mediates the relationship between offline experience and repurchase intention 15. Customer trust and repurchase intention mediate the relationship between offline experience and word of mouth 16. Repurchase intention mediates the relationship between customer trust and word of mouth With the above hypotheses, the proposed research model is as follows (Figure 1). 3. Methodology 3.1. Measurement scale the scale is designed to inherit previous studies with groups of factors built on the research proposal model including online experience, offline experience, customer trust, repurchase intention, and WOM. the online experience is composed of four sub-factors: Online Product experience (OPeX), Online community experience (Virtual community sense - OceX), Online aesthetic experience (OaeX), and Online staff service experience (OseX). Offline experience is composed of four sub-factors: Product experience (PeX), sale point experience (sPeX), community experience (cOeX), and staff service experience (sseX). the observed variables edited by women’s fashion products are presented in table 1 below. 3.2. Measurement and methodology research subjects were identified as Vietnamese women aged 15 to 60 years old, who have had online and offline women’s fashion shopping experiences. Due to the population of this study it is not possible to accurately determine. the authors chose the sampling frame based on the social network Zalo with the leading online shopping application in Vietnam with more than 100 million users. the sampling frame is defined as the list of women (research subjects) who participate in buying women’s fashion online on the zalo shop application from January to april 2023; moreover, they also have the experience of buying women’s fashion at retail locations. During this survey period, there were about 14,700 women’s fashion purchases on online applications. the authors define this as the sampling frame. to correctly identify the research subjects, the questionnaire was designed to add a filter question about offline shopping experience. the draft was designed in bilingual (english, Vietnamese) and checked by a language expert, and then tested by the customer. after editing the questionnaire was sent to the selected research subjects. its content consists of two parts; in which the first part is personal information, and the second part is their experiences and behaviors in the process of buying women’s fashion. the Figure 1. the proposed research model. cOgent BUsiness & ManageMent 7 variables of experience and behavior are designed on a 5-point likert scale: 1 is strongly disagree and 5 is strongly agree; these scale is arguably the most popular in social research (robinson, 2014). Due to the large size of the sampling frame, the simple random sampling method was used with the sample size determined according to hair et al., (2006); whereby the sample size must be at least five Table 1. Measurement scale. Variables source Online experience - Online Product experience (OPEX) 1. Variety of categories and colors (women’s fashion) 2. guarantee of women’s fashion product quality 3. Fast delivery of women’s fashion product 4. green and environmentally friendly of women’s fashion product 5. Brand popularity Pei et al., (2020) Online experience - Online community experience (Virtual community sense - OCEX) 1. Receive information support in the community (get help when there is a problem, difficulty; get suggestions and find the causes when there is a problem) 2. get emotional support in the community (get advice, share, listen and care) 3. interaction with members of the community (comfortable, agreeable, close) 4. exchange and develop relationships with the community (Connected to the community as a member) Zhang et al., (2017) Online experience - Online aesthetic experience (OAEX) 1. Website information (rich information about features, quality, of women’s fashion product characteristics, etc.) 2. easy site navigation and search (informative content, attractive menu layout, easy-to-use site sequence, etc.) 3. interaction on the website (meeting customer needs well, making reasonable purchase suggestions, advertising, promotions as required …) 4. Calculate website response that is relevant and relevant to product requests 5. easy access to other users’ opinions Pandey & Chawla, (2018) Online experience - Online staff service experience (OSEX) 1. good attitude 2. Business proficiency 3. Frequent communication with the customer 4. good service attitude Pei et al., (2020) Offline experience - Product experience (PEX) 1. Variety of categories and colors (women’s fashion product) 2. guarantee of women’s fashion product quality 3. Fast delivery of women’s fashion product 4. green and environmentally friendly women’s fashion product 5. Brand popularity Pei et al., (2020) Offline experience – Sale point experience (SPEX) 1. Proper and attractive arrangement of the women’s fashion product shop 2. Complete service facilities 3. guidance of service staff throughout the shopping of women’s fashion product 4. Private space to try women’s fashion products * Pei et al., (2020) *new scale Offline experience – Community experience (COEX) 1. advise customers to ask about this store’s women’s fashion product 2. ask the opinions of customers who shop at this women’s fashion store 3. share your opinion with the customers of this women’s fashion store 4. interact with this women’s fashion store’s customers 5. Consider yourself a member of this community of customers who shop at this women’s fashion store Happ et al., (2021) Offline experience – Staff service experience (SSEX) 1. salespeople were friendly and smiling 2. sale people were knowledgeable 3. salespeople were truly interacting and conversing 4. salespeople were helpful and gave advice Verhoef et al., (2009) Customer Trust 1. trust in the capacity, honesty of the website, store, brand (women’s fashion) 2. Believe in promises to customers (money back guarantee and other sales policies) 3. trust in the women’s fashion products and services provided 4. trust honest advice in handling support purchases Modified from ngoc Quang & thuy, (2023) Repurchase intention 1. Likely to buy this women’s fashion product again in the future 2. anticipate a future purchase of this women’s fashion product 3. Will buy this women’s fashion product again in the future 4. expected to continue to buy the women’s fashion product again in the future if there is a fluctuation in price Modified from Cam thuy & ngoc Quang, (2022) 1. Word of mouth (WOM)i will tell my family, friends, acquaintances about the brand’s women’s fashion products, the store 2. i will speak positively about the store’s staff and women’s fashion products, the brand 3. i would recommend to family members, friends, acquaintances about this women’s fashion brand and product 4. i will definitely speak positively about the women’s fashion store, brand, website on social networking sites Modified from ngoc Quang & thuy, (2023) 14 n. Q. ngUYen etal. About the authors Ngoc Quang Nguyen is a lecturer of Marketing at Marketing Faculty – national economics University (Vietnam). his research interests focus on consumer behavior and marketing management; recent studies related to customer behavioral psychology in retail banking, telecommunications services and mindfulness in hotel services. he is co-author of several books on marketing management and papers in Journal of engineering and technology Management, cogent Business & Management, international Journal of Psychosocial rehabilitation and international Journal of advanced science and technology, cogent social sciences. Hoai Long Nguyen is a lecturer of Marketing at Marketing Faculty – national economics University (Vietnam). he is interested in marketing principle, service marketing, customer relationship management, place marketing and have publish book about that subject. he have some paper publish on Journal: heliyon, economics & sociology, economics and Business Quarterly reviews, Journal of Mekong societies and some Journals of Viet nam. Thuy Giang Trinh is a PhD student of national economics University (Vietnam). her research focuses on consumer behavior, startups and corporate culture. she has some paper published on Journal of economics and Development, Journal of trade science, asia - Pacific economic review. ORCID ngoc Quang nguyen http://orcid.org/0000-0003-4210-7175 hoai long nguyen http://orcid.org/0000-0002-4864-3393 References al-adwan, a. s., al-Debei, M. M., & Dwivedi, Y. k. 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