Descriptive Statistics of the Study Sample by Control Variable

Scale before adjustment

Scale after adjustment
Suppliers in the supply chain Always keep their promise with what they do with our company.	Suppliers always keep their promises to our company.
Our company always trusts suppliers in the supply chain with the purpose of considering how the partner's actions will affect we.	We believe that suppliers should always consider how their actions will affect our company.
CTLH's commitment to suppliers	CTLH's commitment to suppliers
Our company and suppliers always devote significant efforts and investments in building relationships between parties.	Our company and suppliers always strive and invest in building relationship between the parties.
CTLH's personal relationship with suppliers	CTLH's personal relationship with suppliers
When problems arise, individuals actively resolve them.	When problems arise, our company's individuals and partners actively handle.
Our company trains employees to establish relationships with partners.	Our company staff are trained to establish personal relationships with suppliers.
Culture of cooperation in the chain	Culture of cooperation in the chain
Sharing business strategies with supplier partners is based on the company's collaborative culture. we.	Our company's collaborative culture allows for sharing business strategies with suppliers.
Asset Specificity	Asset Specificity
Suppliers have invested significantly in resources (time and money) to develop a relationship with our company.	Suppliers have invested a lot of time time, effort and money to develop a relationship with our company.
Suppliers' operating procedures	Suppliers have adjusted their processes

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Mobile Phone Usage in Hanoi Inner City Area zt2i3t4l5ee zt2a3gsconsumer,consumption,consumer behavior,marketing,mobile marketing zt2a3ge zc2o3n4t5e6n7ts - Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups. CHAPTER 4 RESEARCH RESULTS During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835. 4.1 Demographic characteristics of the sample The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6) - Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51). - Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old). - Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%. - Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities. - Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%. 4.2 Mobile phone usage in Hanoi inner city area According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1) Table 4.1: Time spent using mobile phones Frequency Ratio (%) Valid Percentage Cumulative Percentage Alid <1 year 5 .6 .6 .6 1-3 years 194 23.2 23.2 23.8 4-10 years 571 68.4 68.4 92.2 >10 years 65 7.8 7.8 100.0 Total 835 100.0 100.0 The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in people's daily lives. When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of of Mobifone company, 27% use Vinaphone company's network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1). Figure 4.1: Mobile phone network in use Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country. According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2). Table 4.2: Types of mobile phone subscribers Frequency Ratio (%) Valid Percentage Cumulative Percentage Valid Prepay 591 70.8 70.8 70.8 Pay later 160 19.2 19.2 89.9 Both of the above 84 10.1 10.1 100.0 Total 835 100.0 100.0 The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services. In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3). Table 4.3: Spending on mobile phone charges Frequency Ratio (%) Valid Percentage Cumulative Percentage Valid <100,000 212 25.4 25.4 25.4 100-300,000 406 48.6 48.6 74.0 300,000-500,000 147 17.6 17.6 91.6 >500,000 70 8.4 8.4 100.0 Total 835 100.0 100.0 The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels. The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4) Table 4.4: Number of SMS messages sent per day Frequency Ratio (%) Valid Percentage Cumulative Percentage Valid <3 news 142 17.0 17.0 17.0 3-10 news 427 51.1 51.1 68.1 >10 news 266 31.9 31.9 100.0 Total 835 100.0 100.0 Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5) Table 4.5: Number of SMS messages received per day Frequency Ratio (%) Valid Percentage Cumulative Percentage Valid <3 news 175 21.0 21.0 21.0 3-10 news 436 55.0 55.0 76.0 >10 news 197 24.0 24.0 100.0 Total 835 100.0 100.0 When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants. 4.3 Current status of SMS advertising and Mobile Marketing According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6). Table 4.6: Percentage of people receiving advertising messages in the last 3 months Frequency Ratio (%) Valid Percentage Cumulative Percentage Valid Have 785 94.0 94.0 94.0 Are not 50 6.0 6.0 100.0 Total 835 100.0 100.0 The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results. In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. 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The relationship between travel motivation, destination image and destination choice - A case study of Binh Dinh province tourism destination - 1
Descriptive Statistics on Banking Service Usage

Scale before adjustment

Scale after adjustment

has been adjusted to meet the requirements

our company's request.

activities to meet the requirements of

our company

In order to fulfill our commitments to suppliers, our company invests significant time and money in the process.

staff training

In order to fulfill our commitments to suppliers, our company has invested a lot of time, effort and money into

employee training process

Behavioral uncertainty

Before establishing relationships with suppliers, our company had difficulty controlling operational efficiency.

their business operations.

Before establishing relationships with suppliers, it was difficult for our company to control their business operations.

Before establishing relationships with suppliers, our company could not know in advance whether they could adapt quickly if we changed.

technical details shortly.

Before establishing relationships with suppliers, our company could not know their adaptability if we changed technical requirements.

in a short time.

Before establishing relationships with suppliers, our company could not predict the performance of business operations.

their business in the future.

Before establishing relationships with suppliers, our company could not predict the performance of business operations.

their business.

Source: According to the author's investigation results from April to August 2016

3.3.4. Expressing and recoding the scale

After conducting qualitative research, the scales were adjusted to the original scale for appropriateness. Therefore, the adjusted scale was recoded as follows:

Table 3.3. Scale correction and scale recoding

The scales

Encryption
CTLH's MQHHT with suppliers
Our company and suppliers regularly inform each other in advance about changes in demand.	SC1
Our company and suppliers hope that useful information will be shared.	SC2

The scales

Encryption
Our company and suppliers wish to support each other in identifying any significant changes.	SC3
Our company and suppliers plan the activities together. product promotion	SC4
Our company and suppliers jointly forecast demand.	SC5
Our company and suppliers jointly plan the classification of services.	SC6
Our company and suppliers work together to find solutions to solve problems.	SC7
Our company and suppliers jointly build a system to evaluate business performance.	SC8
Our company and our suppliers are transparent about our business performance.	SC9
Our company and suppliers share the benefits and possible risks together.	SC10
Our company and our suppliers share the savings gained from reducing unnecessary costs.	SC11
The incentives our company receives from suppliers are commensurate with our investments and risks.	SC12
CTLH's trust with suppliers
Suppliers are always open and honest when working with our company.	TR1
Trusted suppliers.	TR2
Suppliers always keep confidential the information they receive from our company.	TR3
Suppliers always keep their promises to our company.	TR4
Suppliers always provide accurate information.	TR5
Suppliers are willing to help and support our company in	TR6

The scales

Encryption
any case
Suppliers always keep our company's interests in mind when making important decisions.	TR7
We believe that suppliers should always consider how their actions will affect our company.	TR8
CTLH's commitment to suppliers
Our company is committed to maintaining long-term cooperative relationships with suppliers.	CO1
Our company always pays attention to developing cooperative relationships with suppliers.	CO2
Our company and suppliers are always looking for ways to develop cooperative relationships between the parties.	CO3
Our company always fulfills its commitments to suppliers.	CO4
Our company and suppliers always strive and invest in building relationships between the parties.	CO5
Our company strives to maintain relationships with key suppliers in the supply chain.	CO6
Our company believes that the cooperation relationship in the chain is built on the commitment of suppliers to our company.	CO7
Our company believes that minimizing foreseeable risks will increase mutual commitment.	CO8
CTLH's personal relationship with suppliers
Personal relationships have fostered the establishment of cooperative relationships between our company and suppliers.	PR1
Personal relationships have fostered the development of cooperative relationships between our company and suppliers.	PR2
Personal relationships have played an important role in maintaining the relationship between our company and our suppliers.	PR3

The scales

Encryption
Our company staff are trained to establish personal relationships with suppliers.	PR4
The competence and responsibility of individuals determine the development of cooperative relationships between our company and suppliers.	PR5
When problems arise, our company's individuals and partners actively resolve them.	PR6
Application of information technology in the chain
Applying IT in the chain has helped our company and suppliers increase access to information about market fluctuations.	IT1
Applying IT in the chain has helped information to be reflected promptly to our company and suppliers.	IT2
Applying IT in the chain has helped our company and suppliers have accurate information about market fluctuations.	IT3
Applying IT in the chain has helped our company and suppliers have full information about market fluctuations.	IT4
Applying IT in the chain has helped reduce the cost of building plans to coordinate activities between suppliers.	IT5
Applying IT in the chain has helped improve the quality of planning and coordinating activities between suppliers.	IT6
Customer Oriented Policy
We regularly monitor our level of commitment and customer satisfaction orientation.	CUO1
Customer satisfaction determines our business goals.	CUO2
Our competitive strategy is based on understanding customer needs.	CUO3
Our business strategy is based on the belief of creating greater value for our customers.	CUO4
We measure customer satisfaction regularly and systematically.	CUO5

The scales

Encryption
Culture of cooperation in the chain
Our company's collaborative culture allows for sharing business strategies with suppliers.	CC1
Our company's collaborative culture influences trust in our partnerships with suppliers.	CC2
Our company culture of cooperation is aimed at customer satisfaction.	CC3
Our company's collaborative culture allows us flexibility in choosing the right suppliers.	CC4
The company's collaborative culture helps promote integration with suppliers.	CC5
Asset Specificity
Suppliers have invested a lot of time, effort and money to develop relationships with our company.	AS1
Suppliers have adjusted their operating procedures to meet our company's requirements.	AS2
To fulfill our commitments to suppliers, our company has invested a lot of time, effort and money in employee training.	AS3
Behavioral uncertainty
Before establishing relationships with suppliers, our company difficult to control their business operations.	BU1
Before establishing relationships with suppliers, our company could not know their adaptability if we changed the technical requirements in short time.	BU2
Before establishing relationships with suppliers, our company It is impossible to predict the performance of their business.	BU3

Source: According to the author's investigation results from April to August 2016

CHAPTER 3 SUMMARY

In chapter 3, the author has gone into detail to clarify the basic contents of the research method including: first , presenting in detail the research design and pointing out the research process as well as how to conduct qualitative and quantitative research; second , building a scale based on the scales proposed by the previous theoretical overview combined with in-depth interviews with a group of experts from state management agencies on tourism, and managers of CTLH in Hanoi City. Furthermore, after conducting qualitative research, the author also adjusted and recoded the scales to suit the research.

CHAPTER 4: RESULTS OF THESIS RESEARCH

Chapter 4 presents the research results based on the analysis of the collected data. This chapter includes the following contents:

+ Descriptive statistics of the research sample.

+ Evaluate the reliability of the scale using Cronbach Alpha coefficient, exploratory factor analysis EFA, confirmatory factor analysis CFA.

+ Test the model and research hypotheses using SEM analysis.

4.1. Descriptive statistics of the research sample according to control variables

4.1.1. Current status of travel companies in Hanoi

According to the updated data up to January 2017 of the Travel Management Department - Hanoi Department of Tourism, in Hanoi there are 723 international travel businesses and 147 domestic travel businesses with business licenses. Tables 4.1. and 4.2. below specifically list the number of businesses corresponding to each type of limited liability company, joint stock company, state-owned enterprise, private enterprise and joint venture company.

Table 4.1. Number of international travel companies by business type

STT

Business type	Quantity	Rate (%)
1	Limited Liability Company	417	57.68
2	Joint Stock Company	293	40.52
3	State-owned Enterprise (State-owned One Member Limited Liability Company)	2	0.28
4	Private enterprise	1	0.14
5	Joint venture company	10	1.38
6	Total	723	100.00

Source: Data from the Travel Management Department - Hanoi Department of Tourism, January 2017

Through table 4.1., we can see that the number of joint stock companies is 293, accounting for 40.52% of the total number of international travel businesses in Hanoi; the number of limited liability companies is 417, accounting for 57.68%; the number of joint venture companies is 10, accounting for 1.38%.

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