direction that suits the customer's payment, they will tend to use that service.
more.
Hypothesis 2: When the value of a product or service to customers is commensurate with the price they pay, the customer's purchasing behavior for that product or service will increase and vice versa.
- Perceived usefulness : is the extent to which users believe that using a product or service will improve their work performance (according to Davis 1989). The more useful a service is to customers, the more likely they are to use that service.
Hypothesis 3: When a product or service brings many positive benefits to customers' lives, they will tend to use that product or service more and vice versa.
- Subjective norm : is the extent to which users are influenced by relevant people and the user's motivation to follow. The more people recommend a service to customers, the more likely they are to use that service.
Hypothesis 4: The more people trust a product or service, and the better the feedback from previous customers, the more customers will buy that product or service and vice versa.
- Brand : A brand is a name, term, design, symbol or anything else that distinguishes the goods/services of different sellers. The more prestigious a branded service is, the more likely customers are to use that service.
Hypothesis 5 : The better the brand positioning of a product or service, the higher the prestige the brand brings, the more customers will buy that product or service and vice versa.
- Employee : An employee is an individual who has been hired by an employer to do a specific job. Employees are hired by an employer after an application and interview process results in their selection as an employee. This selection occurs after the employer finds the applicant to be
people who are qualified to do the job. When employees have a dedicated service attitude, customers will feel satisfied and use that service more.
Hypothesis 6 : When a product or service is introduced and consulted by a team of highly qualified staff with good service attitude, the customer's purchasing behavior for that product or service will increase.
1.1.4.4 Coding of research scales
Table 1.2 SCALE ENCODING
ST T
CONTENT | Encryption scale | |
Quality of service | CL | |
1 | The company's services are of good quality, meeting basic needs. of the customer. | CL1 |
2 | The company regularly updates its products and services. new model | CL2 |
3 | Thuan Phat printing company has fast and convenient service. | CL3 |
4 | Products from printing services of Thuan Phat company have good quality. High quality, good durability. | CL4 |
Price | GC | |
5 | The company's service prices are competitive. | GC1 |
6 | The company's service prices have many different levels to suit. with customers | GC2 |
7 | The company ensures to always provide services at the listed price. | GC3 |
8 | The price of the service is suitable for the customer's ability to pay. row | GC4 |
Useful Perception | HD | |
9 | Using printing services of Thuan Phat Printing Company is convenient. for me. | HD1 |
10 | Printing services of Thuan Phat company bring service | HD2 |
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11 | Using the company's printing services is a development trend. social, suitable for modern lifestyle. | HD3 |
12 | Using the services of Thuan Phat Printing Joint Stock Company brings feel safe | HD4 |
Trademark | TH | |
13 | Using printing services of Thuan Phat Printing Company is convenient. for me. | TH1 |
14 | Printing services of Thuan Phat company bring service fastest | TH2 |
15 | Using the company's printing services is a development trend. social, suitable for modern lifestyle. | TH3 |
16 | Using the services of Thuan Phat Printing Joint Stock Company brings a sense of security. | TH4 |
Subjective standard | CQ | |
17 | I was referred by friends, relatives or colleagues | CQ1 |
18 | I am influenced by the media. | CQ2 |
19 | The company's services are trusted by many people. | CQ3 |
20 | The company's services have received positive feedback from previous customers. pole | CQ4 |
Staff | NV | |
21 | The company's staff provide enthusiastic advice. | NV1 |
22 | Staff are well trained and have extensive knowledge of design. | NV2 |
23 | The consultants are polite and courteous. | NV3 |
Buying behavior | HV | |
24 | I feel secure when using printing services at Printing Joint Stock Company. Thuan Phat | HV1 |
25
I will recommend printing services to friends and relatives. at Thuan Phat Printing Joint Stock Company. | HV2 | |
26 | I will continue to use printing services at Printing Joint Stock Company. Thuan Phat | HV3 |
(Source: Author's processing results in 2021)
1.2 Practical basis
1.2.1 Overview of Vietnam printing market
Printing is one of the major industries and one that can offer many opportunities to investors. For a country with over 90 million people, the need for access to publications, newspapers, or printing-related products is huge.
Just talking about printed products serving the reading needs of people is a very large number every year. Besides, the need for reading books of readers is also increasing, which is one of the reasons why the printing market and printing businesses have great opportunities to develop today.
Many industries operating in the market today also use printed products to serve their business activities. From packaging products such as paper bags, paper boxes, decals, leaflets, etc. There are many printed products used in the market today and bring many different benefits to users.
The largest representative association of the Vietnamese printing market is the Vietnam Printing Association (VPA) with branches in the North, the South and even the Central region. According to the Association, in less than 10 years, especially after the Enterprise Law took effect and regulations on the establishment of printing houses were relaxed, the number of printing companies in Vietnam has increased sixfold, to more than 3,000 enterprises. Currently, the Vietnam Printing Association has gathered more than 200 members with 60,000 workers. However, the strong development of electronic media, electronic books and newspapers... has reduced the demand for traditional printed books and newspapers. The explosion of the Internet and digital media continues to be the leading threat to the printing industry in Vietnam. Ho Chi Minh City is the largest printing market in the country with nearly 1,000 enterprises, accounting for about 60% of the total.
revenue and 52% of the total printed page output of the industry. More than 10 years after the Enterprise Law and regulations on the establishment of workshops and printing establishments were issued. The number of production and printing establishments increased rapidly. The number of production establishments increased 6 to 7 times compared to the time before the Enterprise Law and regulations on the establishment of workshops were issued. The number increased to more than 3,000 enterprises and production workshops. This shows that the demand of the market as well as users for printed products and items is constantly increasing. Helping the printing industry market also have very encouraging signs of development.
The printing industry is divided into 4 different areas. Each area serves a different customer base. Therefore, the development speed and growth of users are also different. Depending on the needs of customers and users.
❖ For the packaging and label printing market
The packaging and label printing market in recent years has been widely used and received the favor of many users. Almost all products and items sold on the market need to use eye-catching paper box models to contain, before being put on the market for consumption and sold to customers.
For this market, the Southern region is the most developed with the concentration of 1/3 of the total number of enterprises and factories in the country, serving the retail and fashion markets and some large monopolistic enterprises. Along with the development of enterprises trading in retail products, printing services for paper bags, paper packaging, and labels have also developed and improved product quality to best serve the needs of users.
❖ Newspaper and magazine printing market
In recent years, the emergence of electronic technology products. Users gradually switch to using electronic products to update information. This causes a relatively large impact on the development of the printing market for economic newspapers and magazines. Although the popularity and use of newspapers and magazines
The economic status of the users has declined. But the number of publications published each year
also not decrease but tend to increase significantly.
To achieve this growth, it is necessary to mention the increasing reading needs of readers. These are the reasons that help the market of printing newspapers and economic magazines to be continuously published with increasing quantity.
❖ Book printing market
According to statistics, in recent years, the demand for reading books of young people and students has increased significantly. Compared to about 5 years ago, the demand for reading books of young people has increased significantly. The number of books printed and consumed each year has increased with a very impressive number.
This result is partly due to the increasingly rich and diverse content of books, along with the fact that book publishers have known how to take advantage of community pages and social networking sites to attract readers' attention to their works, bringing works and publications closer to readers. This helps the works to be known and read by many people, and have a more positive consumption rate.
These are some of the main reasons why the book printing industry is increasingly focused on investment to best serve the needs of users. Bringing stable development to printing businesses that are actively operating in the market today.
1.2.2 Printing market situation in Hue city
With the extremely rapid development of technology, it has affected most of the industries and fields in today's social life. In Hue city, the printing and publishing industry is the industry that is relatively heavily affected: Electronic newspapers replace printed newspapers, e-books replace traditional books, publications used for advertising are also replaced by online advertising, etc. All of these things are gradually becoming a popular trend in society because of their relatively low cost, higher efficiency and friendliness to Internet users and the environment.
According to the survey, the decline of the printing and publishing industry in Hue city is an inevitable consequence in the future, when printing in large quantities will be limited and instead printed according to demand. In Vietnam and in Hue city, it can be said that the printing industry in general and digital printing in particular have made improvements to suit the development trend of the industry.
technology, when the need for printing still exists and will not disappear but continue to develop competitively.
compete with the development of technology.
As Internet technology develops, the number of printed catalogs gradually decreases due to the shift from traditional advertising to online advertising. However, catalogs are still necessary publications when introducing products to customers, especially in the context of conferences and exhibitions. Printing flyers or brochures is personalized, printed in a variable content style to send to each customer, household. This form will achieve higher efficiency because it is sent to the recipient personally, increasing solemnity and enhancing the brand.
Printing envelopes, invitations, name cards: printing in smaller quantities, the trend is shifting
Switch to using fine art paper and high-quality paper to increase aesthetics.
Recycled paper packaging and single-use packaging will replace plastic packaging and traditional packaging. This will benefit both users and packaging manufacturers.
If we look back in general, the digital printing industry is gradually taking market share from other printing industries. However, digital printing still has some limitations compared to traditional printing such as the efficiency of printing constant data in large quantities, limited print sheet size... Therefore, in the transition period between general trends, the most successful is still the harmonious combination between digital printing and traditional printing technologies.
CHAPTER 2: RESEARCH ON FACTORS AFFECTING THE BEHAVIOR OF CUSTOMERS IN HUE CITY TOWARDS PRINTING SERVICES OF THUAN PHAT PRINTING JOINT STOCK COMPANY
2.1 General introduction about Thuan Phat Printing Joint Stock Company
2.1.1 History of formation and development of the company
❖ Company overview:
- Unit name: THUAN PHAT PRINTING JOINT STOCK COMPANY
- Trading name: THUAN PHAT PRINTING JOINT STOCK COMPANY
- Charter capital: 2,123,000,000 VND
- Head office address: 22 To Huu, Xuan Phu ward, Hue city, Thua Thien province
Hue
- Phone: 0234.3885789
- Legal representative: Tran Cong Quoc
- Tax code: 3300372452
- License date: April 8, 2005
- Account number: 55110000014803 at Vietnam Joint Stock Commercial Bank for Investment and Development
South – Hue City Branch.
- Business line: Printing
❖ Development process:
In the early days of establishment, fierce competition in the market in finding business, raw material prices always fluctuated, ... the company encountered many financial difficulties. Overcoming those difficulties, with constant efforts, together with the solidarity between the board of directors and the enthusiastic staff, the company's business activities gradually stabilized and expanded, receiving the trust and confidence of many private enterprises, partners directly buying and selling goods.
In addition, the company's products are increasingly trusted by many people because of their good product quality, reasonable prices, and the development efforts of its staff. In 2007, the company was awarded a certificate of merit by the People's Committee of Hue City for its practical contributions in the city's key areas.