Room: 306

Time: 10:45 - 12:15
Session Chair: Jongsawas Chongwatpol, NIDA Business School

Toward Effective Marketing Strategies with Business Intelligence
Jongsawas Chongwatpol, NIDA Business School
Drastic changes in consumer markets over the last decades have increased the pressure and challenges for the retail industry. Although a huge data can be collected through the loyalty program, where customers’ activities can be tracked, many enterprises still do not know how to turn data into strategies for better business decisions. This study outlines a way to incorporate a business intelligence framework into existing marketing strategies to transform data into insights and deliver analytical solutions to the enterprise. Our results show that the proposed framework is capable of identifying target groups that are likely to participate in the marketing campaign. The ability to understand customer purchasing behavior through business analytics has become a necessity to provide a right offer to the right customer group.

Effect of University Image on Student Satisfaction, Student Loyalty and Word of Mouth Intention
Quang Ho, International University - Vietnam National University
Nguyen Phung Dang, International University - Vietnam National University
This study investigates the degree to which a university image affects the student satisfaction, loyalty, and word of mouth intention in the case of International University of Vietnam National University, Ho Chi Minh city. It uses the ‘Conceptual Model of Student Satisfaction in Higher Education’ as the primary research model framework. The Literature review suggests a number of important factors that contribute significantly to the student satisfaction, student loyalty and their words of mouth intention. Five factors have been analyzed in the study, namely: image, expectations, perceived service quality, perceived value, and extra-curricular activities. Using the sample size of 718 respondents who are the students of different schools and departments, the research has found the empirical evidence that supports the significant impacts of image on the student overall satisfaction. In addition, findings from this study suggest a positive correlation between image and students’ expectations of university’s services, and thus, the perceived service quality

Effectiveness of Marketing Public Relation: Evidences from Vietnam
Viet Dung Trinh, Ho Chi Minh International University
Hoang Mai Nguyen, Van Lang University
The effect of marketing public relations (MPR) on human interactions such as their changing attitudes is difficult to quantify. Academics and industry professionals are both struggling with this challenge. This research laid foundations by using SERVQUAL framework to measure the effectiveness of MPR on attitude toward brand (ATB) to identify insights that can inform strategy in practice. A survey was accompanied with 317 respondents in Ho Chi Minh City, Vietnam to collect primary data. Constructing on the multiple regression analysis, it was concluded that MPR has positive relationship with ATB; also tangibles dimension of SERVQUAL. Furthermore, MPR indirectly affects ATB through tangibles. Hence, managers are highly recommended to make the MPR programs more tangibility in order to gain positive ATB.