Master thesis FACTORS INFLUENCING ENTERPRISES MAKING BUYING DECISIONS OF EMAIL SECURITY SYSTEM (a CASE STUDY OF VNETWORK SECUMAIL PRODUCT)

Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) Master Thesis FACTORS INFLUENCING ENTERPRISES MAKING BUYING DECISIONS OF EMAIL SECURITY SYSTEM (A CASE STUDY OF VNETWORK SECUMAIL PRODUCT) Supervisor: Dr Vu The Dung Student: Phan Thi My Hau Student code: 77180310 EMBA - MCI Intake 10 PHAN THI MY HAU – MCI INTAKE 10 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) DECLARATION OF HONOR I confirm that I have written the present thesis independently and without making use of any sources or reference other than those explicitly staked in the bibliography; Passages extracted literally or as regards content from the sources and references listed in the bibliography are identified in the thesis as a citation or a paraphrase; This master thesis has not been previous published and has thus neither made accessible to other interested parties nor submitted to another examination authority Phan Thi My Hau November 2020 PHAN THI MY HAU – MCI INTAKE 10 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) ACKNOWLEDGEMENT I would like to dedicate this accomplishment to me for overcoming myself to work very hard on this study Besides, I also would like to dedicate this accomplishment to my families, my parents for their support and tolerance in my absence at home for the significant time during the study, and for their continuous encouragement and believing in me I also would like to dedicate this accomplishment to VNETWORK JSC for their supports in collecting data and sharing the ideas The study would not have been possibly completed without valuable support and contribution of: - First and most importantly, my supervisor Dr Vu The Dung for his careful guidance and support Even we are both busy in our professional businesses, Dr Dung has spent time to discussing on technical processing and review my thesis to give value feedbacks and guidances Also, he is a greatly inspired supervisor who is significantly successful in running his own education company effectively and professionally Moreover, his compliments and encouragement to me have helped me a lot in this thesis accomplishment journey - Mr Nguyen Van Tao, my partner – who conducted business trips on behalf of me in last few months of thesis submission period Thanks to his sincerer support, I have had ideal conditions to fulfill project detail plans and complete the thesis Also, within Data Analyzing period, I highly appreciate the helpful coordination from two colleagues, Ms Pham Thi Ngoc Y and Mr Phan Van Tinh, who directly performed professional actions and saved me significant amount of time - And the MCI program, all the professors and lecturers and the program management and administration team – joining this program provided me with unique experiences that I have been applying in my business Thanks to this, I have experienced the professional learning, networking, and most important, to know that there is a huge knowledge that I had not known before To inspire me in the life-long-learning journey PHAN THI MY HAU – MCI INTAKE 10 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) - Last but not least, those who have participated in my survey Thank you very much for your time taken to complete the survey and the interviews You have contributed valuable perceptions and deep insights to this study ABSTRACT Developing a brand new business for a brand new product will not only take high consideration but also require a lot of efforts of renovation and improvement, especially in terms of products, resources, processes of the company SECUMAIL is a brand new email system of which brand has been being built as the high-end email security system worldwide The researcher would like to know what factors affect SECUMAIL buying decision and the dominant level of each factor – how each element affects differently to both SMEs and big enterprises The author bodered the research within Vietnamese teritory and Vietnamese enterprises with specific time period from year of 2017 to 2020 The utilized method is the factor analysis which applies 7Ps theory that is broken down into some variables The researcher is using Microsoft Excel 2010 and questionnaires as the tools for assessing the data After the process of factor analysis had been done, the researcher would use the descriptive analysis in order to interpret the results PHAN THI MY HAU – MCI INTAKE 10 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) TABLE OF CONTENT CHAPTER – INTRODUCTION 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 CHAPTER – LITERATURE REVIEW 2.1 2.4 2.5 2.6 2.7 CHAPTER – RESEARCH DESIGN 3.1 3.2 3.3 3.4 3.5 3.6 CHAPTER – DATA ANALYSIS & FINDINGS 4.1 DATA ANALYSIS 1.1.2 1.1.3 CHAPTER – FINDINGS AND RECOMMENDATION 2.1 2.2 REFERENCE BIBLIOGRAPHY APPENDIXES APPENDIX 1: INTERVIEW GUIDE APPENDIX 2: SURVEY QUESTIONNAIRES ANALYSIS BY MICROSOFT ACCESS -APPENDIX 3: - I TABLE OF ABBREVIATION PHAN THI MY HAU – MCI INTAKE 10 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) SECUMAIL – Email Security System, a product of VNETWORK JSC BOD – Board of Directors AI LIST OF TABLE AND FIGURES Table Table Table Table Table Table Figure Figure PHAN THI MY HAU – MCI INTAKE 10 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) Figure Figure Figure Figure Figure Figure Figure CHAPTER – INTRODUCTION 1.1.Introduction In 2018, ICT is one of the fastest-growing sectors in Vietnam with US$98.9 billion (Organisation, 2019, p 28), 13 times the revenue in 2010 (US$7.6 billion) There was estimated 30,000 IT businesses in hardware, software, digital content and ICT in mid-2018 The more business and consumers engage in online business, the bigger the demand for cybersecurity and privacy Communication is one of the most popular topics in today’s business world Among the different modes of communication, email is one of the most or most preferred methods of communication for work, important correspondence or even marketing Email is the most ubiquitous form of business communication In addition, email is integral to the overall Internet experience as an email account (i.e email address) is required to sign up to any online activity, including social networking sites, instant messaging and any other kinds of account or presence on the Internet 1.2.Background Context PHAN THI MY HAU – MCI INTAKE 10 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) VNETWORK JSC is an IT based company providing cyber security products and services for almost years in Vietnam and South East Asia It is known as one of the top Content Delivery Network (CDN) provider in Vietnam, followed by Anti-DDoS & Web Application Firewall (WAF) Email security (SECUMAIL) is a new product that VNETWORK have launched officially since 2019 Marketing professionals of VNETWORK want to know why people or not buy the SECUMAIL system, how they make decisions, and what are the factors that affect their buying decisions The research results will help VNETWORK team to package their product in a way that meets the consumer’s needs and demand well as well as improve their marketing campaigns more effectively to the existing and potential customers SECUMAIL is an email system that helps to protect the customers from advanced threat It is launched for 15 years in many countries such as Korea, Japan, Singapore, US, and Vietnam It’s been well-known and used in many different industries such as logistics, banking, e-commerce, and IT SECUMAIL is famous for applying the most updated technology of the Artificial Intelligence (AI) and Machine Learning to Virtual Area (VA – Sand box) to create the virtual environment identifying behavior of senders Therefore, SECUMAIL is able to detect all types of new virus, ransomware and against the advanced threats from hackers, mail phishing Passing through 364 test of Rapid7 with the weakness point “0”, SECUMAIL is recommended by Gartner Organization to the market users for “top email system should be used to be safe from smart attack Rapid7 is a company that powers the practice of SecOps by delivering shared visibility, analytics, and automation to unite security, IT, and DevOps teams 2Garner, Inc is the world’s leading research and advisory company PHAN THI MY HAU – MCI INTAKE 10 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) In addition to the advanced technology, SECUMAIL is built with outstanding functions which allow users to use the email system more effectively and safely such as re-call email, set password for send mail, big attachment up to 10GB, … Figure 1: SECUMAIL functions Source: SECUMAIL brochure, p 1.3 Research Problems PHAN THI MY HAU – MCI INTAKE 10 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) Factors From The Company Affect Buying Decision Certificates Supplier's commitment (NDA, SLA) Complying with customer's purchasing process/ rules (POC, bidding) Product with well-known as a good brand name Product quality that satisfy customer's expectation & requirements Price Professional staff (good manner, good consulting) PHAN THI MY HAU – MCI INTAKE 10 77 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) Good customer service (support) 13% 13% Factors From The Person In Charge Affect Buying Decision Price Product quality Good customer service (support) Good reference groups Professional staff (good manner, good consulting) Technology of filtering virus, spam/ malicious mails Email functions and features Nice design (UI/ UX) PHAN THI MY HAU – MCI INTAKE 10 78 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) Factors Affect Selecting An Email Supplier Factors Affect Selecting An Many good reference groups of Email existing customers Supplier Introduced by experts Product Well-known/ reputable brand/ Reference company Group Good product quality (outstanding functions) Good customer service policy Satisfy customers' expectation during purchasing process Promotion Relation with the company staff Price Price PHAN THI MY HAU – MCI INTAKE 10 79 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) SECUMAIL Brand Affect Buying Decision No impact A little impact Pretty impact High impact Very high impact PHAN THI MY HAU – MCI INTAKE 10 80 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) Reasons Buying SECUMAIL Importance Of Email Data Promotion Email functions and features Not important Quite important Nice design (UI/ UX) Important Highly important Extremely important Payment Structure Of SECUMAIL Affect Buying Decision No impact A little impact Impact Highly impact Extremely impact Technology of filtering virus, spam/ malicious mails Professional staff (good manner, good consulting) Complying with customer's purchasing process/ rules (POC, bidding) Good price policy PHAN THI MY HAU – MCI INTAKE 10 81 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) Improvement Suggestion App development User interface More function development System performance (fast loading, being stable) AI & Machine Learning Technology of SECUMAIL Affect Buying Decision No impact Fix the current issues (email go to junk box, blocking email wrongly) More features development A little impact (IMAP) Pretty impact Enhance system filtering High impact Very high impact capability Improve troubleshooting effectiveness More attractive price policy/ promotion More system innovation to be updated for the customers PHAN THI MY HAU – MCI INTAKE 10 82 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) Appendix 3: The time was too short to conduct this study in the best way and gather enough information in order to reach at the best conclusion; Hence, researcher tried to use this available time to make the study better There will be main tasks to be done for this research Timeline of research finalization is in November 2020: PHAN THI MY HAU – MCI INTAKE 10 83 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) # 1 1 2 3 Task Drafting ideas Overview the background of the research plan Figuring out the advantages and disadvantages of the research Defining the need of the research Generalizing the literature review Forming the research proposal Referring the advices and adjusting the research Referring the advices of thesis advisor and business owner of SECUMAIL Adjusting thesis conceptual framework Selecting and defining the scope and limitation of this research 5 Drafting the interview questionnaires Ask for permission to conducting research Conducting in-depth interview, focus groups Organizing data Writing analysis Finalizing and submitting the final research 9 Finalizing Submitting Pilot interview to check the questionnaire Adjust questionnaires Collecting data PHAN THI MY HAU – MCI INTAKE 10 84 ... Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) SECUMAIL – Email Security System, a product of VNETWORK JSC BOD – Board of Directors... Reasons of SECUMAIL PHAN THI MY HAU – MCI INTAKE 10 45 Master Thesis – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) Factors. .. – Factors Influencing Enterprises Making Buying Decisions of Email Security System (A Case Study of VNETWORK SECUMAIL Product) Factors affect buying decision External factors (H1) Internal factors