![[Research Contribution] Enhancing Customer Experience Over Time: Strategies for Promoting Customer Citizenship Behavior in the Retail Environment](/images/upload/img_background/ueh-background-639143719429858346.png)
[Research Contribution] Enhancing Customer Experience Over Time: Strategies for Promoting Customer Citizenship Behavior in the Retail Environment
14 May 2026
In the context of increasingly fierce competition in the retail industry, as products and prices gradually become homogenized, customer experience has emerged as a decisive differentiating factor. Research by a team of authors from the University of Economics Ho Chi Minh City (UEH) indicates that experience is not a series of isolated touchpoints but a cumulative process over time, with long-term effects on customer behavior. When built positively and consistently, experience not only enhances satisfaction but also strengthens the bond with the brand, thereby promoting supportive behaviors such as referrals, feedback, and active engagement with the business. Consequently, the research suggests an important direction: businesses need to shift from a transactional mindset to developing sustainable relationships with customers.
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Memorandum of Understanding Signing Ceremony between the UEH Sustainable Finance Institute and the Global Reporting Initiative (GRI)
14 May 2026
On the morning of April 22, 2026, at University of Economics Ho Chi Minh City, a Memorandum of Understanding (MOU) signing ceremony took place between the UEH Sustainable Finance Institute (SFI) and the Global Reporting Initiative (GRI). The event marked an important milestone in establishing a strategic cooperation framework between the two parties, aiming to promote sustainable development practices, enhance Environmental - Social - Governance (ESG) reporting capabilities, and support the business community, especially small and medium-sized enterprises (SMEs) in Vietnam.
Read More![[Research Contribution] Examining the Influence of Foreign Direct Investment, Industrialization, and Economic Variables on CO2 Emissions in OECD Nations: Insights and Implications for Vietnam](/images/upload/img_background/ueh-background-639142562019105119.png)
[Research Contribution] Examining the Influence of Foreign Direct Investment, Industrialization, and Economic Variables on CO2 Emissions in OECD Nations: Insights and Implications for Vietnam
13 May 2026
In the process of integration, economic growth and industrialization are often assumed to come at the expense of environmental quality. However, does the prosperity of a nation necessarily come with an increase in CO2 emissions, or will the economic potential achieved become the "key" to reversing the situation?
Read More![[Research Contribution] From Connectivity Bottlenecks to a Multi-Experience Connected City: Repositioning Dong Nai’s Brand in the Southern Key Economic Region](/images/upload/img_background/ueh-background-639137456459098765.png)
[Research Contribution] From Connectivity Bottlenecks to a Multi-Experience Connected City: Repositioning Dong Nai’s Brand in the Southern Key Economic Region
07 May 2026
In the context of increasingly intense inter-urban competition, Dong Nai – a strategic gateway to the Southern Key Economic Region – is striving to reposition its urban brand through an integrated governance approach. Possessing the Long Thanh International Airport, an inter-regional transport infrastructure system, industrial parks, and abundant ecological resources, Dong Nai nevertheless faces a challenge: its disparate advantages have yet to be connected into a cohesive urban identity that can attract residents and transform transit passengers into diverse experiences. Research conducted by a group of authors from the University of Economics Ho Chi Minh City (UEH) applies the Integrated Implementation City Branding Framework (IICBF) to analyze and propose a multi-experience urban development strategy, transforming Dong Nai from a transit point into an economically, touristically, and culturally attractive destination in the Southern region.
Read More![[Research Contribution] Green Cryptocurrencies and Geopolitical Risk: A Safe Haven in the Digital Age](/images/upload/img_background/ueh-background-639135763525388973.png)
[Research Contribution] Green Cryptocurrencies and Geopolitical Risk: A Safe Haven in the Digital Age
05 May 2026
In the context of rising geopolitical risk, a research team from the University of Economics Ho Chi Minh City (UEH) analysed the relationship between global tensions and cryptocurrency market volatility. The study used data from 10 cryptocurrencies over the 2014–2023 period, combined with a sophisticated econometric model. The results show a negative correlation between geopolitical risk and the level of cryptocurrency volatility.
Read More![[Research Contribution] High-quality, International-standard Tourism linked to the airport city model: Long Thanh International Airport as the core](/images/upload/img_background/ueh-background-639126436907918750.png)
[Research Contribution] High-quality, International-standard Tourism linked to the airport city model: Long Thanh International Airport as the core
24 Apr 2026
In the context of increasing competition among aviation hubs, optimizing value from passenger flows has become a strategic imperative, extending beyond pure aviation operations. Modern airports are no longer mere transit points but are gradually becoming integrated economic centers where passengers are simultaneously consumers and tourists.
Read More![Leadership skill discussion from one famous American Author - Professor. Allan R. Cohen - in the [Book Sharing] Unseen Leadership: Leading Without Authority event](https://en.ueh.edu.vn/images/upload/thumbnail/ueh-thumbnail-121609-110424.jpg)
