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This study aims to use the voice of the customer (VoC) strategy to collect user-generated content (UGC) compare customer expectations with reality, make the necessary improvements for the business and create personalized strategies for each customer to maximize revenue, focus on hospitality industry in Vietnam market.

This study proposes a synthesis of techniques for a deep understanding of the VoC based on online reviews in the hospitality industry. First, 409,054 comments were collected from websites in the hospitality sector. Second, the data will be organized, stored, cleaned, analyzed and evaluated. Next, research using business intelligence (BI) solutions integrating three models, including net promoter score (NPS), graph model and latent Dirichlet allocation (LDA), based on natural language processing (NLP) technique, experiment on Vietnamese and English data to explore the multidimensional voice of customer’s row. Finally, a dashboard system will be implemented to visualize analysis results and recommendations on marketing strategies to improve product and service quality.

Experimental results allow analysts and managers to “listen to the customer’s voice” accurately and effectively, identify relationships between entities, topics of discussion in favor of positive and negative trends.

The novelty in this study is the integration of three models, including NPS, graph model and LDA. These models are combined based on the BI solution and NLP technique. The study also conducted experiments on both Vietnamese and English languages, which ensures more effective practical application.

The rapid evolution in artificial intelligence (AI) has redefined the customer experience and created huge opportunities for companies to interact with customers using chatbots. This study explores the role of AI chatbots in influencing the online customer experience and customer satisfaction in e-retailing.

A research model based on the technology acceptance model and information system success model is proposed to describe the interrelationships among chatbot adoption, online customer experience and customer satisfaction. Personality is a moderator in the model. The authors used a quantitative approach to collect 425 useable online questionnaires and Statistical Product and Service Solutions (SPSS) and SmartPLS to analyze the measurement model and proposed hypotheses.

The usability of the chatbot had a positive influence on extrinsic values of customer experience, whereas the responsiveness of the chatbot had a positive impact on intrinsic values of customer experience. Furthermore, online customer experience had a positive relationship with customer satisfaction, and personality influenced the relationship between the usability of the chatbot and extrinsic values of customer experience.

This research extends understanding of the online customer experience with chatbots in e-retailing and provides empirical evidence by showing that extrinsic and intrinsic values of online customer experience are enhanced by chatbot adoption.

In this study, the authors revisit Alberta's public-private partnership (P3) program after 20 years of field level experience by retracing its historical emergence and institutional evolution given its political context. Specifically, the authors adopt a path dependence perspective to reconstruct and reexamine Alberta's P3 program emergence, reflect on the successes achieved, and articulate challenges that must be overcome to institutionalize P3s as part of Alberta's infrastructure delivery environment in the future.

Adopting a constructivist approach and a case-based methodology, the authors (re)analyze the activities of governmental agents, private industry, and other actors as part of a new infrastructure policy introduced in 2002 to transform the provincial institutional landscape to accommodate P3.

The authors find Alberta's P3 emergence was driven by the necessity of its infrastructure deficits, political expediency, and resource scarcity. Furthermore, with well-entrenched conservative political actors as gatekeepers, Alberta's P3 implementation demonstrated stability and incremental change simultaneously, consistent with core elements of path dependency. Following the introduction of P3 in Alberta, the province lacked formal institutional structures that would transition its P3 program from good to great and enable it to become firmly embedded in the public infrastructure delivery landscape. With the subsequent absence of P3-convinced (political) leadership and uncertainty about its P3 policy direction, Alberta was unable or unwilling to consolidate the progress made at the start of the program.

Most recently, the emergence of new political leadership in Alberta has (re)catalyzed policy progress, pointing toward a more methodical program approach, and suggesting a rediscovered confidence in P3s in the province with the establishment of a P3 Office (P3O), including nascent formal rules for unsolicited bids. These recent changes in our view make for a much more anchored policy and could lead to program sustainability and eventual institutionalization. Given the unpredictability of the recent political change, a more robust analysis of the relationship between political party control, leadership, and P3 stability is required to anticipate future policy and organizational obstacles.

Microfinance plays a crucial role to reduce the poverty in developing countries. For that reason, the effectiveness of microfinance institutions (MFIs) is widely investigated in the literature. This study examines the levels of efficiency of MFIs in Vietnam and their determinants. The research, then, evaluates the relationship between MFIs’ efficiency and poverty reduction. Data are mainly taken from the MIX market website and other empirical researches. Regarding the methodology, two-stage data envelopment analysis (DEA) is used to estimate MFIs’ efficiency scores in Vietnam and their determinants, while meta-analysis and statistic descriptions are employed to examine the relationship between MFIs’ efficiency and poverty reduction. The findings show that technical efficiency (TE) of MFIs in Vietnam is considerably high with the average TE score and efficiency of scale being 85.5% and 94.7%, respectively. Size, age, outreach, and market target of MFIs are found not to be determinants of efficiency, while capital structure is. Also, many researches confirm the impact of MFIs’ efficiency to poverty reduction. However, the relationship is different between countries because of particular characteristics and operational mechanisms.

The purpose of this paper is to trace the way in which a popular ritual became one of Vietnam’s most important festivals, elevated as a celebration of national heroism and charts its gradual transformation in modern society.

This research focuses on the combination of a fertility rite and narratives of St Gióng based on nationalism or heroism created a special festival reflecting many traditional cultural characteristics of Vietnam and the Việt people and the transformation of St Gióng from a mythological to a national symbol of heroism in anti-invader history was recorded in texts.

The paper casts light on the mythologization and historicization of St Gióng in Vietnam’s particular historical context by decoding the Gióng symbol as a core element of the folktales and myths about St Gióng to understand the formation and development of St Gióng in the cultural history of Vietnam.

The paper is not exploring the Gióng symbol within a larger cultural context of nationalism and ethnosymbolic approach in a comparison of national symbolism and heroism.

The paper includes implications for advised scholars to conduct further exploration of the symbol and myth of not only St Gióng in Vietnam but also Kubera in India and Vaisravana in China to connect Kubera, Vaisravana and St Gióng under the connection of literal myth and heroic symbol.

The paper shows how processes of historicizing myth and mythologizing history are important features of Vietnamese socio-historical research.

The paper shows how a fertility rite became a historical festival and the figure of St Gióng became a symbol of patriotic heroism.

This study aims to investigate the influence of corporate social responsibility (CSR) on corporate sustainable performance (CSP) of small- and medium-sized enterprises (SMEs) by looking into the significance of mediating factors, namely, brand image (BI) and brand loyalty (BL), within the context of an emerging economy.

The authors conduct an extensive literature study on the subjects of CSR, BI and BL to assess their influence on the sustainable performance of SMEs in an emerging market. The study adopts a quantitative methodology. A total of 438 answers were obtained from a sample size of 513. The data of the SMEs in Vietnam was analyzed using the smart partial least squares structural equation modeling software, specifically version 3.3.2.

The results of the authors demonstrate notable and favorable correlations between CSR and CSP, CSR and BI and CSR and BL. Importantly, the findings contribute to existing knowledge by looking into the mediating influence of BI and BL in the relationship between CSR and CSP.

According to the authors’ understanding, a number of research have investigated the correlation between CSR and CSP within the realm of SMEs. Nevertheless, there is a scarcity of scholarly research examining the mediating function of BI and BL in this association. The study’s findings have important implications for entrepreneurs and senior management in effectively guiding their enterprises and improving their business strategies with an emphasis on sustainability in emerging markets. The outcome of this study has the potential to significantly contribute to SMEs in Vietnam as well as other emerging countries.

This study aims to point out the importance and the relevance of sustainability issues and the need for their enhancement in the contemporary model of corporate social responsibility (CSR) as the top priority for business entities. Furthermore, it also highlights ways to enhance sustainability in the contemporary CSR model in the fast fashion industry of developing countries.

Literature review has been extensively done through available databases, including ProQuest and ScienceDirect.

This study delivers a full insight into the current state of research on the CSR model and sustainability in developing countries. The prevalent corporate environmental sustainability practices of global apparel brands are identified to propose ways to enhance sustainability in the contemporary CSR model.

The growth of fast fashion industry brings the risks of unsustainability to developing countries. Thus, it is a must for the garment and textile companies to enhance a sustainable CSR model through promoting sustainable leadership and integrating corporate culture.

To the best of author’s knowledge, this study is the first to emphasise the role of sustainable leadership in promoting a sustainable CSR model in the fast fashion industry of developing countries.

Nowadays, under climate change contexts, natural disasters are becoming stronger in intensity and probability. The impacts of natural disasters on people and the environment are also getting worse. The purpose of this study was conducted to provide a method of assessing disaster risks, in particular, floods for human life in Mid Central Vietnam.

The pre-disaster assessment method was used based on the analysis of hazard factors (Hazard-H), exposure to hazards (Exposure-E) and vulnerability (Vulnerability-V).

Flood disaster risks in the area are assessed and displayed on spatial maps. The districts in coastal plains of Quang Ngai and Thua Thien Hue provinces have the highest levels of risk. These assessments will play an important role in supporting flood prevention and mitigation in the region.

According to the authors, this is the first study assessing the flood risk in Vietnam on the pre-disaster perspective. The assessment provides a plain point of view on natural disaster impacts that supporting disaster prevention services.

This chapter provides information on the development of Vietnamese education under the influence of global forces based on the analysis of relevant education research and policies using Wolhuter’s frameworks. In the process of coming up with ways to develop education in the face of different influences of globalization, besides having reactions with patterns commonly found in countries around the world, Vietnam also has responses that reflect its own political, sociocultural and economic characteristics. The state still plays a controlling role in education at all levels and many culture-related features that have existed throughout the country’s history have hardly changed, namely aspects related to teachers, learners and teaching and learning methods. To sustain its education in the globalized era, Vietnam must make more efforts in various aspects such as the link between education and employment, the logic of education objectives, the feasibility and appropriateness of curricula, quality of education, especially of higher education and equality in education for underprivileged groups.