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NEW CONTRIBUTIONS OF THE DISSERTATION Subject: Consumer behaviors and the Marketing-mix strategy of mobile telecommunications enteprises in Vietnam Major: PhD candidate: Supervisors: Training institution: Business Administration (Marketing) Code: 62340102 Chu Tien Dat PhD candidate code: NCS29.17B1MA Prof Dr Luong Xuan Quy Assoc Prof Dr Luu Van Nghiem National Economics University Academic and theoretical contributions The Research proposes a model for the study of consumer behaviors in the field of mobile telecommunications in Vietnam; investigates comprehensively the impacts of the factors inside the “black box” of the consumer and external factors, with specific research variables including the basic service quality, value-added service quality (separated from the factor of quality), switching cost, and difficulty due to customers’ fear of changing their mobile phone numbers when switching mobile service provider (separated from the factor of switching cost); and thereby points out some specific characteristics of Vietnamese consumer behaviors towards telecommunications services as follows: - In terms of the “black box” internal factors or characteristics of the consumer, Vietnamese consumers can be divided into four groups corresponding to four factors inside the “black box” of the consumer as follows: Novelty-fashion consciousness; Quality consciousness; Value consciousness based on the balance between benefits and costs; Habitual shopping Among them, the characteristics 1, 3, and have direct effects on the consumer’s behavioral intentions - In terms of the marketing strategy of the business, there are six marketing factors, or factors outside the “black box”, that have impacts on consumer behaviors They include the corporate image, aftersales service—customer care quality, basic service quality, switching cost, service price, and valueadded service quality The Research also suggests the division of the market into four segments, according to the afore-mentioned characteristics, as follows: novelty-fashion conscious customers segment, value conscious customers segment, quality conscious customers segment, and habitual shoppers segment Among them, the segmentof novelty-fashion conscious customers is most influenced by the factors of value-added service quality and promotion The other groups are most influenced by the factors of corporate image and switching cost Conclusions and proposals based on research results The Research has defined the customers’ future behaviors (or behavioral intentions) towards mobile services as follows: 78.4% of the customers will not change provider in twelve months; 48.3% tend to introduce the services they are using to their friend and relatives; 45.5% tend to speak well of their network providers The Research suggests Vietnamese mobile enteprises change the direction of their Marketing mix strategy, from the distribution of resources in the order: promotion, price discount, quality, corporate image, and aftersales service—customer care, to one in this order: corporate image, after-sales service—customer care, improved basic service quality, service cost, and improved value-added service quality Simultaneously, it is necessary for the businesses to have a Marketing mix strategy suitable with customer behaviors in each market segment or customer group (novelty-fashion consciousness, value consciousness, quality consciousness or habitual shopping), based on each marketing factor’s level of impact on consumer behaviors The Research has proved that the customers’ fear of changing their mobile phone numbers when switching provider has a direct impact on their behaviors, so the State management bodies’ application of the policy of “changing networks, maintaining numbers”, which has been implemented in over 70 countries in the world, is absolutely reasonable Supervisor PhD candidate Prof Dr Luong Xuan Quy Chu Tien Dat
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