Title: Factors impacting the marketing consulting services in emerging markets - an empirical study in Vietnam

Authors: Phong D. Nguyen; Trang T. Bui; Lam D. Nguyen; Thomas Tanner

Addresses: University of Economics, Ho Chi Minh City, Vietnam ' University of Economics, Ho Chi Minh City, Vietnam ' Bloomsburg University of Pennsylvania, 400 East Second Street, Bloomsburg, PA 17815, USA ' Bloomsburg University of Pennsylvania, 400 East Second Street, Bloomsburg, PA 17815, USA

Abstract: The purpose of this mixed methods paper is to focus on exploring and analysing the influencing factors on the development of marketing consulting services in Vietnam and thus proposing some practical solutions to promoting this service. The qualitative methodology is used to explore, adjust and provide observation variables for measuring factors. The quantitative methodology is used to test the research model to determine the relationship between factors that affect the development of the marketing consulting services. Using correlations and multiple regressions statistical analysis, the study found that recognition of need, affordability and willingness to pay of service receiver, capability and ability of provider, perceive value of service, and source of information on service providers are correlated with development of marketing consulting services. The study provides direct insight into the factors impacting these developments by having decision-makers focus on these five distinct areas that can help grow these services in Vietnam.

Keywords: marketing consulting services; perceived quality; perceived value; recognition of need; Vietnam.

DOI: 10.1504/IJBG.2020.106961

International Journal of Business and Globalisation, 2020 Vol.24 No.4, pp.543 - 559

Received: 01 Dec 2017
Accepted: 20 Feb 2018
Published online: 29 Apr 2020 *

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