Nguyễn Thị Hoàng Yến

Collaborator, University Agency for “Francophonie” (AUF), Hanoi, Vietnam, August 1999 – March 2000

Intern, Commercial Service Departement, Electric Measuring Instrument Company (EMIC), Hanoi, Vietnam, January 2000 – June 2000

Assistant director, MODUN.,Ltd, Hanoi, Vietnam, October 2003- March 2004 and July 2001- August 2002

Lecturer in marketing, Posts and Telecommunications Training Center 1, Posts and Telecommunications Institute of Technology, Hanoi, Vietnam, April 2004- November 2005

Marketing consultant, Viet Interior JSC, Hanoi, Vietnam, May 2006 – 2018

Visiting lecturer, International School, Vietnam National University, Hanoi, Vietnam, December
2005-June 2006

Lecturer in marketing, Faculty of Business Administration, Posts and Telecommunications
Institute of Technology, Hanoi, Vietnam, December 2005-Jully 2012

Visiting lecturer in marketing, FSB, FPT University, Hanoi, Vietnam, 2011 – 2017

Visiting lecturer in marketing, International School of Management and Economics, National
Economics University, 2016-2021

Scholarship Award of AUPEL-UREF for the university program, 1996-2000

First price of the competition for the best unspecialized students in French language organized
by the Embassy of France and the College of Foreign Language (Vietnam National University,
Hanoi), 2000

Scholarship Award of AUF (The University Agency of the Francophonie) for the MBA program,
2000-2002

Scholarship Award of the French government for the master’s program of Management
Sciences, 2002-2003

Scholarship Award of the French government for the PhD program, 2006-2009

Bonus “Quality Research” of the Scientific Council, University of Paris-Est-Creteil, 2008

Support the Development of Vietnam Railway Corporation (VNR)
Author: Project member
Published in: GTZ, T&C Consulting

Evaluation of the Effectiveness of the Project “Regional Hematology and Blood Transfusion Centers” Sponsored by the World Bank
Author: Project member
Published in: T&C Consulting

Application of SERVQUAL to Measure Higher Education Service Quality of PTIT
Author: Sole author
Published in: Research Paper (02-HV-2010/RD-KT), PTIT (in Vietnamese)

Measuring the Quality of Service in the Higher Education Sector in Vietnam
Author: Sole author
Presented at: International Colloque on “The Contributions of Humanities and Social Sciences to the Socio-Economic Development”, Hanoi, 8-9 April 2011 (in French)

Measuring Service Quality in the Context of Higher Education in Vietnam
Author: Sole author
Published in: Journal of Economics and Development, Vol. 15, No. 3, pp. 77-90

Business Models in Telecom Sector and Application in the Case of Telecom Operators of VNPT
Author: Sole author
Published in: Research Paper (03-HV-2013/RD-KT), PTIT (in Vietnamese)

Corporate Image in the Context of Organizational Transformation: An Integrative Theoretical Model
Author: Sole author
Published in: Journal of Economics and Development, Vol. 16, No. 2, pp. 96-116

Service Quality and Relationship with Customer Satisfaction – A Study in Vietnamese Airports
Author: Sole author
Published in: Research Paper (03-2014/HV-KT), PTIT (in Vietnamese)

The Impact of Attribution toward Organizational Transformation on Customer Commitment and the Role of Corporate Image: The Case of VNPost’s Organizational Customers
Author: Sole author
Presented at: The 1st International Conference for Young Researchers in Economics and Business (ICYREB 2015), Vol. 1, pp. 645-658

Relationship Between Corporate Image and Customer Responses to Organizational Transformation in the Post and Telecommunication Industry in Vietnam
Author: Sole author
Published in: Research Paper (01-HV-2015/HV-KT), PTIT (in Vietnamese)

Chapter 8 – Attribution Theory in “Contemporary Theories in Management and Its Application in Research”
Author: Sole author
Published in: NEU Publishing House, pp. 146-177 (in Vietnamese)

Service Quality and Its Impact on Customer Satisfaction: An Empirical Study at Noi Bai International Airport
Author: Sole author
Published in: Journal of Economic Studies, Vol. 4(01), pp. 61-73 (in Vietnamese)

Impact of Trust on the Intention to Use Mobile Banking: An Empirical Study of Female Consumers in Vietnam
Author: Co-author
Published in: Journal of Economic Studies, Vol. 5(2), pp. 1-9 (in Vietnamese)

Motives for Sharing Consumption Information on Facebook: An Empirical Study of Students in Hanoi
Author: Co-author
Published in: Journal of Economics and Development, Vol. 235, pp. 79-87 (in Vietnamese)

Market Research and Strategy Development to Develop International Telecommunication Services for MobiFone
Author: Project member
Published in: Nielsen Vietnam & Ichip

A Study on Readiness for Industrie 4.0 in ICT Sector
Author: Co-author
Published in: Research Paper (ĐT.036/18), Ministry of Information and Communications (in Vietnamese)

Drivers of Green Product Purchase Intention: An Empirical Study on Consumers in an Emerging Economy
Author: Co-author
Presented at: The 43rd Annual Macromarketing Conference Proceedings, pp. 953-972

Integrating the Theory of Planned Behavior and Self-Image Congruence Theory to Explain Green Product Purchase Intention
Author: Co-author
Published in: International Journal of Marketing and Social Policy, 2(1), 2-11. DOI

Corporate Image and Customer Responses to Organizational Transformation in B2B Context: An Empirical Research in Vietnam
Author: Sole author
Published in: Journal of Entrepreneurship and Innovation in Emerging Economies DOI

Market Insight Research and Brand and Market Development for Kiwi Noodle for Binhtay Food
Author: Project member
Published in: DTM Consulting

Service Business in Vietnam – Master Your Own Marketing Activities
Author: Sole author
Published in: RioBook, Labor Publishing House (In Vietnamese)

An Alternative View of the Millennial Green Product Purchase: The Roles of Online Product Review and Self-Image Congruence
Author: Co-author
Published in: Asia Pacific Journal of Marketing and Logistics, 33(1), 231-249. DOI

Market Insight Research and Brand Repositioning and Extension for AVG
Author: Project member
Published in: DTM Consulting

Consumer Insight Research and Brand and Market Development for Chocolate Detox Product of TraphacoSapa
Author: Project member
Published in: DTM Consulting

Digital Transformation in the Context of SMEs
Author: Sole author
Published in: Research Paper (07-HV-2021/HV-VKT), PTIT (in Vietnamese)

Market Insight Research and Marketing Strategy for Homefarm
Author: Project member
Published in: DTM Consulting

Market Insight Research and Thai Nguyen Tea Product Development for Cach Tan Company in Thai Nguyen Province
Author: Project member
Published in: DTM Consulting

Reputation and Its Consequences in Fintech Services: The Case of Mobile Banking
Author: Co-author
Published in: International Journal of Bank Marketing, 40(7), 1364-1397. DOI

White Paper for the Vietnamese Game Industry
Author: Project member
Published in: KOCCA (Korean Creative Agency) Vietnam

An Integrated Framework Approach to Understanding Vietnamese People’s Intention to Adopt Smart Home Solutions
Author: Co-author
Published in: Human Behavior and Emerging Technologies DOI

The Formation of Attitudes and Intention towards Green Purchase: An Analysis of Internal and External Mechanisms
Author: Co-author
Published in: Cogent Business & Management, 10(1), 2192844. DOI

Models for Assessing Industry 4.0 Readiness
Author: Sole author
Published in: Review of Finance, 796(1-3/2023), 122-124 (in Vietnamese)

Impact of Online Review and Self-Image Congruence on Attitude and Destination Choice Intention of Gen Y
Author: Co-author
Published in: Journal of Trade Science, 173, 38-51 (in Vietnamese)

White Paper for the Vietnamese Animation Industry
Author: Project member
Published in: KOCCA (Korean Creative Agency) Vietnam

White Paper for the Vietnamese Game Industry
Author: Project member
Published in: KOCCA (Korean Creative Agency) Vietnam

The Bidirectional Relationship between Objective and Subjective Knowledge: Applying the Heuristic-systematic Model in Vietnamese Mobile Banking
Author: Co-author
Published in: Journal of Information Technology Applications and Management, 31(3), 71-92. DOI