This paper aims to develop a conceptual framework for evaluating the impact of factors influencing the decision of Vietnamese students to study English in the Philippines. The empirical analysis used data from the survey data of 318 respondents living in Vietnam. Comprehensive, valid, and reliable tools (SPSS 26 software) are used to analyze and verify the gathered data, and the hypotheses developed. The results identified the factors that affect the decision of Vietnamese students to study English in the Philippines include knowledge and awareness, personality recommendation, cost issues, environment, geographic proximity, and social link. Based on the overall findings of this study, several implications are presented for educational practices in academies and schools about English teaching in the Philippines. To increase the ability to get students to study English in the country, it is important that schools or academies must understand the demands of students regarding the academic environment, and in particular, to know what factors determine the decision from the customers’ point of view. This study contributes significantly to the understanding of agencies and educational managers about the student’s choice behavior in the context of the need to improve foreign languages and, thus, help improve the competitiveness of agencies and English schools.

This research investigates the relationship among product quality, service quality, perceived value, customer satisfaction, and behavior intentions. Validated measurements were identified from a literature review. The measurement model and the conceptual model depicting hypothesized relationships were evaluated based on responses from 220 customers using confirmatory factor analysis and structural equation modeling. The testing results show that, for the direct path, product quality has a significant, positive influence on customer satisfaction, and behavioral intentions. Also, perceived value directly influences customer satisfaction and behavioral intentions and satisfaction is an antecedent of behavioral intentions. For the indirect path, service quality has a significant, positive influence on behavioral intentions through the customer satisfaction. The major finding of this study suggest that service quality easily attract more customers, especially the young consumers. About the sale personnel, communication skills, knowledge and ways of treatment to customers are crucial to retailers to gain competitive advantage over competitors. Therefore, it should have clear and consistent processes, procedures with criteria that create the best condition for organization and individual to open this kind of retailing store. Furthermore, product quality improvement is essential; all products must have clear originality; and diversifying products and services is also the way to appeal more consumers.

This research investigates the relationship among product risk, financial risk, security risk, privacy risk, perceived satisfaction, and purchase intention. Validated measurements were identified from a literature review. The measurement model and the conceptual model depicting hypothesized relationships were evaluated based on responses from 306 customers using confirmatory factor analysis and structural equation modeling. The results showed that product risk, financial risk, security risk, and privacy risk impacted on perceived satisfaction. Besides, product risk, privacy risk, and perceived satisfaction influenced purchase intentions. Thus, this study focused on the influences of product risk, financial risk, security risk, and privacy risk on their cognitive attitudes toward websites. That means the more consumer perceive security, the more they avoid shopping online. The study is important to show how perceived risk affects online shopping behaviors, and it invites marketers to make necessary adjustments to prevent perceived risks to increase and online shopping to decrease. The findings of this study suggest the creation of a framework on the effect of perceived risk types on online shopping. Managers need to take perceived risks into account when designing their electronic marketing channels. In addition, shopping websites should strengthen their transaction security by appropriately using various available resources and new information technologies.

This study examines the relationship between brand authenticity, brand equity, and customer satisfaction. A total of 263 participants participated in this study. Participants rated a set of three brands: Apple, Starbuck, and Nike. Each participant rated the extent to which the items described his or her authenticity with the brands listed, the equity of the brands listed, and feelings of satisfaction toward the brands. This study employs confirmatory factor analysis and structural equation modeling. The results indicate that 1) brand authenticity positively relates to brand equity, and 2) brand authenticity effects to customer satisfaction. The findings suggest that marketers can use the brand authenticity for assessment, planning, and tracking purposes to understand the authenticity of their brands for their customers. Products of authenticity brand are better liked, viewed as higher quality, offer greater value and are more likely to be purchased than less authenticity brand. They can command a significant price premium. The findings provide useful support and evidence for brand management, as well as companies in other developing countries, to engage more in brand practices as a core element of their strategic and brand management. This means that managers should work to increase perceptions of authenticity for their offerings.

The study aims to examine the relationships between service quality, experience value, relationship quality and behavior intentions. Validated measurements were identified from a literature review. The total of 309 valid respondents were used in this research. The measurement model and the conceptual model depicting hypothesized relationships were evaluated based on the 309 responses using confirmatory factor analysis and a structural equation modeling, accordingly. In addition, this study systematized the concepts, defined and tested the component scales of the relationship model between service quality, experience value, relationship quality and behavior intentions from the collected data, which helps to adequately identify the relationship between the factors in the model as well as the impact. The findings confirm that service quality influences experience values, relationship quality and purchase intention. Service quality, experience value, relationship quality and behavior intentions altogether are not well understood in current literature despite the important implication for managers, academicians and consumers alike. Contributes to a better fit between relationship marketing models and managerial practice in business markets. This study provides managerial implications regarding service quality and experience value so that firms and marketers can consult and apply. Managers should not only focus on the improvement of service quality but overall strategic planning.