On 14 May 2026, the Faculty of Economics and Management, VNU- International School, successfully organized its May 2026 Faculty Research Seminar with the participation of lecturers, researchers, and doctoral candidates. The seminar served as an academic platform for sharing research findings, exchanging scholarly ideas, and promoting interdisciplinary research in economics, management, and marketing.
This month’s seminar featured three presentations addressing emerging issues in digital transformation, consumer behavior, and customer experience in Vietnam.
The seminar opened with a presentation by Doctoral Candidate Vu Dieu Thuy on the impact of Digital Content Marketing (DCM) on cultural tourism behavior in Hanoi. The study examined how digital content marketing influences tourists’ behavioral intentions through cognitive and emotional engagement. While Hanoi has actively promoted digital transformation in tourism, the research highlighted several challenges, including the limited adoption of immersive technologies, inconsistent digital content, and resource constraints among tourism enterprises. Preliminary findings confirmed the reliability of the proposed research model, providing a solid foundation for further investigation into the gap between tourists’ intentions and actual behaviors.
The second presentation, delivered by Dr. Nguyen Thi Huyen, explored the influence of gender on customer satisfaction and loyalty toward FinTech-integrated banking services in Vietnam. Based on data collected from 952 FinTech users, the study revealed that trust, perceived usefulness, and service quality remain the primary drivers of customer satisfaction and loyalty. The findings also identified significant gender differences: male customers tend to value usefulness and hedonic experience, whereas female customers place greater emphasis on service quality, trust, and social influence. The research recommends that financial institutions adopt gender-based market segmentation and personalized communication strategies to improve customer retention.
The final presentation by Assoc. Prof. Dr. Le Thi Mai investigated the relationship between perceived value and repurchase intention through text mining of online customer reviews in the peer-to-peer accommodation sector. Using Airbnb review data collected from more than ten Vietnamese cities between 2015 and 2024, the study combined Latent Dirichlet Allocation (LDA), VADER sentiment analysis, and PLS-SEM to examine how functional, hedonic, epistemic, and social values influence customers’ intentions to revisit. The findings provide valuable managerial implications for enhancing customer experiences through service quality improvement, personalized offerings, and the promotion of local cultural values on digital platforms.
