unlicensed, establishments that violate the permitted professional standards, establishments that violate the regulations on advertising medical examination and treatment or can also request competent authorities to handle criminal cases according to the law if violating the law on medical examination and treatment, causing serious consequences for customers using spa services at these business establishments. The authorities also need to handle on mass media so that customers know and take precautions.
For relevant departments and branches, the Chairman of the District People's Committee also needs to direct the implementation of state management tasks for the activities of spa service businesses in the area under their management to ensure a healthy competitive environment for spa service businesses, ensuring the rights and obligations of spa service businesses towards the state as well as towards customers.
Along with perfecting the legal system to protect consumers, the State needs to increase the number of agencies and associations to protect consumers, thereby making it easier for consumers to make complaints or encounter risks when using spa services.
5.3. Some limitations and suggestions for further research
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Firstly, the thesis only stops at applying the TPB theoretical model to test the intention to use spa services of Vietnamese women, but in fact there are many other theoretical models that can explain the intention to use spa services of Vietnamese women. This may be a gap for further researchers when implementing in the Vietnamese market.
Second , the research topic is quite narrow, so it is more or less limited in terms of documents and sources. The researcher has tried to study domestic and foreign research works, but within his ability, the researcher has not found his own theory on the intention to use spa services. The researcher will continue to study and collect to complete his next studies. This is also a very notable theoretical gap for domestic researchers in this field.
Third , in terms of research scope, the thesis has only conducted research on Vietnamese women, while Vietnamese men have also been very interested and paid attention to using spa services to take care of their health, beauty and appearance. Therefore, there is a need for more research on men to create a comprehensive picture of the intention to use spa services in the Vietnamese market. In addition, with limited time and financial resources, the researcher has only been able to sample female customers in some northern provinces (Hanoi, Hai Phong, Quang Ninh) for sample research. This is also a major limitation.
of the thesis while provinces and cities have different demographic characteristics, different levels of awareness and attitudes towards spa products, so the intention to use spa services is certainly more or less different.
Fourth , to test the research hypothesis and evaluate the impact level of factors in the TPB model on the intention to use spa services of Vietnamese women, the thesis uses a multiple linear regression model while the highly developed SEM model can be applied for analysis, this is also a gap for further studies to be carried out.
Fifth , the thesis uses convenience sampling in the research while this sampling method has the limitation of making it difficult to determine sampling error, so subsequent studies can approach other sampling methods.
CHAPTER 5 SUMMARY
Chapter 5 focuses on presenting a summary of the research results. From the research results, the thesis proposes some suggestions for spa business owners and managers in improving the influencing factors and some other suggestions to promote the behavior of using spa services of Vietnamese women.
Next, chapter 5 presents some limitations of the thesis in terms of content and scope of research. From these limitations, the researcher proposed some further research directions to expand the content and scope of research.
LIST OF SCIENTIFIC WORKS
RELATED PUBLICATIONS BY THE AUTHOR
1. Bui Thi Thanh Nhan (2017), “The beauty technology market for women in Vietnam and business orientation”, Proceedings of the National Conference: Improving economic management and business administration capacity in the context of the 4th industrial revolution - Hai Phong University , Labor Publishing House, pp. 604-612.
2. Bui Thi Thanh Nhan (2018), “Intention to use skin care services of Vietnamese women”, Proceedings of the International Conference: Industrial Revolution 4.0: Opportunities and challenges for Vietnam's economic development - University of Commerce , Hanoi Publishing House, vol. 2, pp. 104-114.
3. Bui Thi Thanh Nhan (2020), “Some factors affecting the intention to use spa services of Vietnamese women”, Finance Magazine, published in February 2020.
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