VIET NAM GENERAL CONFEDERATION OF LABOUR

TON ĐUC THANG UNIVERSITY

DEPARTMENT OF BUSINESS ADMINISTRATION

FINAL REPORT
SUBJECT: MARKETING RESEARCH

Lecturer: Ph.D Tran Trong Thuy

Student: Bui Anh Thu

ID: 71600090

Major: Marketing

The class: 16070411

TP HCM, November 2018

COMMENT OF LECTURER

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Contents:

SUBJECT: MARKETING RESEARCH.......................................................... 1

Lecturer: Ph.D Tran Trong Thuy .................................................................... 1
Table 1: .................................................................................................................. 4
Research fameword ............................................................................................... 4
Hypothesis: ............................................................................................................ 5
Table 2: .................................................................................................................. 5
Characteristic of demongraphic ............................................................................ 5
Table 3: .................................................................................................................. 8
Loadings, AVE and composite reliability ............................................................. 8
Table 4: .................................................................................................................. 9
Cronbach alpha and discriminant validity ............................................................ 9

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 Table 1:
Research fameword

The dependent variables represent the output or outcome whose variation is studied.

The independent variables, also known in a statistical context as regressors, represent inputs
or causes, that is, potential reasons for variation.

Mediation analyses are employed to understand a known relationship by exploring the

underlying mechanism or process by which one variable influences another variable through a
mediator variable.

The model has a dependent latent construct (CUSV and SELV) and three independent latent
constructs (COMP, COOR and CUSO).

The model has dependent, the latent construct COMP is measured with formative indicator
variables, indicated as boxes (COMP1 to COMP5) .

The model has a dependent, the latent construct COOR is measured with formative indicator
variables, indicated as boxes (COOR1 to COOR5)

The model has a dependent, the latent construct CUSO is measured with formative indicator
variables, indicated as boxes (CUSO1 to CUSO4) .

The model independent, the latent construct CUSV is measured with formative indicator
variables, indicated as boxes (CUSV1 to CUSV6) .

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The model has independent, the latent construct SELV is measured with formative indicator
variables, indicated as boxes (SELV1 to SELV3).

The model has a mediating variable, the latent construct EMARK is measured with formative
indicator variables, indicated as boxes ( EMARK1 to EMARK5).

Hypothesis:
H1: Competitor orientation has a significant positive effect on Customer value.

H2: Competitor orientation has a significant positive effect on and Seller value.

H3: Interfunctional coordination has a significant positive effect on Customer value.

H4: Interfunctional coordination has a significant positive effect on Seller value.

H5: Customer orientation has a significant positive effect on Customer value.

H6: Customer orientation has a significant positive effect on Seller value.

H7: E-marketing adoption has a significant positive effect between Customer orientation and
Customer value.

H8: E-marketing adoption has a significant positive effect between Customer orientation and
Seller value.

Table 2:
Characteristic of demongraphic

Items Frequency (n=297) Percent (%)

Star-rated hotel

One-star 5 1.7

Two-Star 7 2.4

Three-star 41 13.8

Four-star 171 57.6

Five-Star 73 24.6

Room sizes

Below 50 5 1.7

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51-100 7 2.4

101-150 3 1.0

151-200 45 15.2

201-300 167 56.2

301-400 60 20.2

Above 401 10 3.4

Age of the company (years)

Below 5 5 1.7

6-10 7 2.4

11-20 198 66.7

Above 21 87 29.3

Business model

Business hotel 113 38

General hotel 41 13.8

Both business and general hotels 143 48.1

Position of respondents

Executive manager 137 46.1

Marketing manager 126 42.4

Sales manager 25 8.4

Other title 9 3

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 First, Respondents who are high-ranking entrepreneurs in society should have a higher
demand for hotel selection. 57.6% agree to choose 4 star hotel and 24.6% is 5 star hotel. The
ratio of 1-star, 2-star and 3-star hotels is low, accounting for only 17.9%.Therefore, the hotel
has targeted customers who should invest in 4-star and 5-star hotels to attract them.

Second, the room size has 56.2% of hotel guests choose rooms with size from 201 to 300
square meters, this is also the most selected hotel. For hotels with room size from 301 to 400
square meters is 20.2%, room from 151 to 200 square meters with 15.2%. The rest are hotels
with less than 150 square meters occupy a very small proportion of 5.1% The larger the room
size, the higher the room capacity. Therefore, it is recommended to invest in hotels with room
sizes ranging from 201 to 300 square meters to provide a good source of capital.

Third, The highest percentage of respondents in the hotel category is aged 11-20 years. Over
21 years have 29.3% choice. For hotels with a lifetime of less than 10 years, only a total of
4.1%. Therefore, invest in high-end hotels to avoid risks because they have large clients and
payback times.

Fourth, 8.1% agreed with both Business and General hotels. The Business model is 38%
higher. For hotels with the General model, only 13.8%. Therefore, with hotels with targeted
customers as entrepreneurs, it is important to invest in the Business model to get more
customers.

Then, of the total, 46.1% are executive managers, 42.4% are marketing managers. The
remaining are sales managers and other title. They with only 11,4%. Respondents are high-
performing entrepreneurs who have a good mindset, thus ensuring a high level of credibility
and a better quality of information.

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 Table 3:
Loadings, AVE and composite reliability

Composite
Indicator Loadings t-value AVE
Reliability
Competitor orientation (COMP) 0.700 0.903
COMP1 0.876 46.726
COMP2 0.843 28.179
COMP3 0.841 27.421
COMP6 0.784 26.993
Interfucntional coordination (COOR) 0.697 0.873
COOR1 0.822 27.236
COOR2 0.868 39.825
COOR3 0.814 28.360
Customer orientation (CUSO) 0.787 0.917
CUSO2 0.900 72.959
CUSO3 0.919 72.938
CUSO4 0.839 38.196
Customer Value (CUSV) 0.739 0.919
CUSV2 0.872 57.323
CUSV3 0.883 48.792
CUSV4 0.891 57.057
CUSV5 0.789 24.225
E-marketing adoption (EMARK) 0.637 0.897
EMARK1 0.825 38.899
EMARK2 0.845 42.973
EMARK3 0.801 31.682
EMARK4 0.810 32.176
EMARK5 0.702 16.535
Seller value (SELV) 0.848 0.918
SELV1 0.897 4.326
SELV2 0.944 5.164

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Composite reliability should be higher than 0.70 (in exploratory research, 0.60 to 0.70 is
considered acceptable).

Indicator reliability: Indicator loadings should be higher than 0.70

Convergent validity: The average variance extracted (AVE) should be higher than 0.50. If
AVE is less than 0.5, then the factor or latent variable is often considered removed from the
research model.

We have to delete some variables are lower than criterion: COMP5, COOR4, COOR5,
CUSO1, CUSV1, SELV3.

The maximum number of AVE is 0.848. The minimum number of AVE is 0.637. Both of
them are higher than 0.5, so this model is calculated as ideal.

The maximum number of Composite reliability is 0.919. The minimum number of Composite
reliability is 0.873. Both of them are regularly higher than 0.7, so this model has a high trust
level.

Table 4:
Cronbach alpha and discriminant validity
Crombach
1 2 3 4 5 6
alpha
1_COMP 0.858 0.837
2_COOR 0.783 0.619 0.835
3_CUSO 0.864 0.238 0.326 0.887
4_CUSV 0.882 0.258 0.336 0.472 0.860
4_EMARK 0.856 0.374 0.439 0.583 0.667 0.798
5_SELV 0.824 0.220 0.124 0.097 -0.010 0.071 0.921

Examine each indicator’s weight (relative importance) and loading (absolute importance) and
use bootstrapping to assess their significance.

The minimum number of bootstrap samples is 5,000, and the number of cases should be equal
to the number of observations in the original sample. Critical t-values for a two-tailed test are
1.65 (significance level = 90 percent), 1.96 (significance level = 95 percent),and 2.58
(significance level = 99 percent).

Normally, to test the reliability of Cronbach Alpha, if the result is above 0.7 will accept the
result. The results show that all of the factors are the above 0.7. In general, the reliability of
the composite is above 0.7, which is satisfactory. At the end of the study, all factors achieved.