Journal of Trade Science - Number 1

Vu Thanh Tu ANH - Fulbright University in Vietnam, USA Le Xuan BA - Centural Institude for Economic Managerment, Vietnam Hervé B. BOISMERY - University of La Reuinion, France H. Eric BOUTIN - Toulon Var University, France Nguyen Thi DOAN - Vietnam Learning Promotion Association, Vietnam Haasis HANS - Dietrich - Institute of Shipping Economics and Logistics (isl) Bremen - Germany Le Quoc HOI - National Economic University, Vietnam Nguyen Thi Bich LOAN - Thuong mai University, Vietnam Nguyen Hoang LONG - Thuong mai University, Vietnam Nguyen MAI - Vietnam Economist Association, Vietnam Duong Thi Binh MINH - University of Economics HoChiMinh City, Vietnam Hee Cheon MOON - Korean Trade Research Association, South Korea Bui Xuan NHAN - Thuong mai University, Vietnam Luong Xuan QUY - Vietnam Economicst Association, Vietnam Nguyen Van Song - Vietnam National University of Agriculture Nguyen TAM - California State University, USA Truong Ba THANH - University of Danang, Vietnam Dinh Van THANH - Institude for Trade Research, Vietnam Do Minh THANH - Thuong mai University, Vietnam Le Dinh THANG - University of Québec à Trois Riviéres, Canada Tran Dinh THIEN - Vietnam Institute of Economics, Vietnam Nguyen Quang THUAN - Vietnam Academy of Social Sciences, Vietnam Le Nhu TUYEN - Grenoble École de Managment, France Washio TOMOHARU - Kwansei Gakuin University, Japan Zhang YUJIE - Tsinghua University, China THE Members Editor in chief NGUYEN BACH KHOA Deputy Editor in Chief SECTRETARY OF EDITORIAL OFFICE PHAM MINH DAT Editor in English NGUYEN THI LAN PHUONG Editorial SCIENTIFIC COUNCIL Dinh Van SON - Thuong mai University, Vietnam - President Pham Vu LUAN - Thuong mai University, Vietnam - Vice President Nguyen Bach KHOA - Thuong mai University, Vietnam - Deputy President Journal of Trade Science Volume 5 Number 1 April 2017 C O N T E N T S 1. Nguyen Thi Phuong LIEN - Solutions to Develop Government Bond Market in Vietnam 2. Nguyen Tran HUNG - Attract Online Customers to Job Websites in Vietnam 3. Nguyen Thi Kim OANH - Research Factors Affecting Hanoi Consumers Buying Decisions of Fashion Products 4. Chu Viet CUONG - Trade development in the mountainous region of northern Vietnam: Lessons from Chongqing and Yunnan, China 5. Dang Thi Minh NGUYET - Factors Affecting Productive Efficiency of Vietnam Joint Stock Commercial Bank for Industry and Trade 6. Ying-Kai LIAO and Vu Minh QUAN and Alfiyatul Qomariyah - An Integrative Approach to Investigate Antecedents, Moderators and Consequences of Brand Equity Page 3 13 24 33 41 53 Introduction P. Drucker (Management Revised Edition, 2008) claims that the goals of every company are to create, maintain and develop customers. Customers are the most essential entities to any businesses. Customers do not depend on enterprises but enterprises must depend on them. Customers are not outsiders but an integral part in business operations of companies. When serv- ing customers, it is not just companies are helping cus- tomers but customers are creating opportunities for companies to serve them [1]. With enterprises which offer services in an e-commerce environment, espe- cially services of job information, the roles of cus- tomers become more important because attracting cus- tomers represents a vital factor to their survival and development (T. Zahra et al, 2011). 1. An overview of job websites Kenneth C. Laudon (Electronic commerce 2016: Business, Technology, Society, 2016) believes that by nature, job websites are online job information net- work systems. These websites are designed so that users can post job advertisements and/or view job advertisements posted by other users, or interact with other users [4]. So job websites can be defined as web- 13 journal of Trade Science 5:1 (2017) 13 - 23 JOURNAL OF TRADE SCIENCE ’S JTS Nguyen Tran Hung Thuongmai University Email: hung.tmdt@gmail.com Received: 31rd January 2017 Revised: 13th February 2017 Approved: 20th February 2017 Keywords: Online customers, job websites long with the country's deeper integration to WTO and participation in Trans-Pacific Partnership (TPP), Vietnam's labor market has gone through constant fluctuations in supply and demand, quantity and qual- ity. A large number of laborers need to find jobs appropriate to their qualification and experience while many companies are struggling with human shortage in various positions. The appearance of job websites is a solution to help both workers and recruiters to exchange information to fulfill their targets. When the amount of informa- tion increases massively, exchanging it online becomes a useful tool to help job seekers reach their career objec- tives, at the same time brings recruiters qualified and suitable job applications. However in Vietnam, the number of job websites which can attract online customers to survive and develop is extremely low, many websites with significant supports from state administration agencies even had to close down after a short period of time such as viechay.vn, timviec.net, nguoitimviec.com.vn, etc. This reality has posed urgent demand for the establishment of a model which can attract online customers to job websites so as to guarantee their survival and sustainable development. The article presents a model to attract online customers to job websites in Vietnam by making use of buying behavior of online customers. sites which are set up and operate with the aim of becoming a bridge between laborers and recruiters, specialize in providing services for online labor search and job search. Through the websites, recruiters can rapidly find candidates most appropriate with their demand, while job seekers have opportunities to find desired jobs with some simple acts on the websites. In general, job websites have quite similar business models, specifically as follows: + Customers participating in job websites: include both individuals and enterprises, or in other words, both candidates and recruiters. They are organizations or individuals who want to post job advertisements and/or view jobs and job advertisements posted by other members in the websites. Customers who wish to participate in the websites must register relevant infor- mation and get approved by web administrators. When registering for member accounts or participating as individual customers, members must agree with regu- lations and articles of the websites. + Products: with job websites, products are often information generally categorized into two types: "people looking for jobs" and "jobs looking for peo- ple". With the first type of "people looking for jobs", an individual chooses to post his/her personal informa- tion and professional qualifications on the websites so that other organizations or individuals with demand may contact him/her directly to interact, discuss and arrange job interviews, etc. With the second type of "jobs looking for people", an enterprise may post job descriptions as well as details of salaries for a position in the websites in a hope to find suitable laborers for the position. Any individual can sign in the websites, read the advertisements, contact the enterprise and attend the job interview with it. + Major business modes of job websites: job web- sites collect data profiles including personal informa- tion of job candidates such as names, genders, date of birth, email, home address, home telephone, mobile telephone, education, certificates/degrees, job achieve- ments, experience, previous employers, etc. as declared by job seekers in the forms. They then supply the access services to data profiles to members (most- ly enterprises) with demand to find candidates and vice versa. In the reverse procedures, besides providing basic information about the jobs, enterprises which post job advertisements need to provide payment information to pay for posted information or for mem- bership fees in case they have registered for the web- site memberships. + Revenue of job websites: the main source of rev- enue of job websites comes from the fees charged on information posts. These fees vary depending on the kinds of services, ranging from normal posts to VIP posts. Basically, job websites may charge on both enterprises which post job advertisements and people who look for jobs. However in fact in Vietnam, job websites just often collect fees from enterprises which post job advertisements and provide services free of charge to individual customers who post personal pro- files to look for jobs. The most widely-used way of collecting fees in Vietnam job websites is to collect membership fees when enterprises register for mem- berships or when they post job advertisements. 2. The roles of online customers to job websites Simply speaking, online customers are organiza- tions and individuals that care of, follow or have demand for buying or using products, goods/services to satisfy their daily consumption or production and business activities via electronic devices (R. Martina et al, 2015). In that sense, online customers of job web- sites may be organizations and individuals that partic- ipate in the market of online job information as seek- ers and users of job information via electronic devices and the Internet. Any online organizations and individ- uals can be potential or current customers of job web- sites in the online job information service market. They both have great contributions to the development of job websites as illustrated in the following roles: + Contributing huge database to the job market, including information about enterprises and vacancies, and database of candidates are constantly updated. Besides accessing job websites to look for job infor- mation, individual job seekers will build up their per- sonal profiles under the forms, then these websites will collect the forms to make online profiles. Accordingly, 14 Journal of Trade Science JOURNAL OF TRADE SCIENCE ’S JTS enterprises with recruitment demand may refer to the profiles and contact the candidates they find appropri- ate. With recruitment enterprises, besides accessing job websites to look for suitable candidates from the online profiles, they may post information about vacancies so that job websites can collect and post them under different categories to access the biggest number of viewers to identify the most appropriate candidates. + Contributing to the development of the online job transaction market for job websites with high efficien- cy, operating 24/224 with much lower costs than tradi- tional transactions. The traditional transactions of job information are often limited to the distances between enterprises providing services and customers and can only be conducted within working hours. The too long distance between customers and enterprises may cause reluctance in customers and result in the cancellation of the transactions. The traditional transactions of job information often take place in very small quantities, the collection of information is mostly about the vacancies and cannot be published, there is no infor- mation on candidate profiles and the information is not continuously updated. This may cause some difficul- ties to both recruiters and job seekers when looking for reliable information and they often have to pay high costs if using intermediaries who provide job informa- tion in the traditional way. By contrast, with online transactions of job information, customers including both job seekers and recruiters are a constant source of providing and updating information on jobs and candi- date profiles to job websites with lower costs. Online customers can make job information transactions 24/24 without depending on the distances between customers and job websites. + Enabling job websites to expand markets, cre- ate the circulation and introduce about products/services to other users in the new marketing channels of the Internet such as social forums and networks, through which the presence and reputation of job websites can be enhanced. Before purchasing, online customers tend to look for information about products (job information services) to compare prices and service conditions between different job websites from different sources (forums, social net- works). After purchasing, online customers of job websites tend to share their feelings and experiences of using job information services, methods of solv- ing unexpected problems when using services on these forums and social networks. This results in the circulation of the services of job websites to other users of social forums and networks, from which the presence, reputation and brands of job websites can be strengthened and developed. + Helping job websites to cut costs and increase profits by answering enquiries and providing consul- tancy and supports to potential customers. They are activities that job websites have to take regularly at a high cost. Online customers often demand higher cus- tomer care services than traditional ones because when transacting online, many problems may happen such as the procedures are too complicated, transactions are cancelled, payment cannot be made, etc. In these cases, online customers often ask for supports or instructions to deal with the problems immediately. Therefore, it is essential that support services of job websites be real- ly good and constantly perfected, this certainly results in big costs. In the meantime, the shares of experience of services, discussions of ways to handle problems and complaints, advice and comments of customers who have already used the services on the forums and social networks can provide supports to other potential users and customers. Here are free-of-charge activities and benefits that job websites can enjoy from online customers. + By making use of the impacts of loyal customers, job websites can attract and encourage the participa- tion of a large number of potential customers at low costs but high efficiency. Online customers often make transactions based on the reliability and reputation of sellers (sell websites, service websites), they are very much affected by but at the same time have big influ- ences on the community and friends. That job websites have loyal online customers will help to spread the influence and attract more of potential customers with high efficiency and low costs via words-of-mouth, 15 journal of Trade Science JOURNAL OF TRADE SCIENCE ’S JTS experience shares in both traditional and Internet envi- ronment. + Enabling job websites to have stable revenue source and further develop by allowing information posts at different levels with different requirements. Job websites may charge fees from job advertise- ments posted by enterprises or charge membership fees on access to online database of job seekers. These posts can be conducted in various levels such as VIP posts, normal posts, gold, silver, diamond reg- istration, etc. Each post level corresponds to a fee level enterprises or individuals must pay for job web- sites. So, with the stronger participation of online customers, job websites can have stable revenue to ensure stable development. 3. Models to attract online customers to job websites Simply put, attracting customers means creating good impressions, drawing attentions from people with demand for buying or using products, goods/services, making them care about enterprises or products that enterprises supply via actions, gestures and words. With these concepts of customer attraction, job websites and the roles of online customers, it can be seen that: Attracting online customers to job websites means taking activities to create good impressions, attract organizations and individuals to participate in the online job introduction market of these websites as those who post job advertisements or look for job information via electronic devices. In this approach, it can be seen that: + About the targets, attracting online customers to job websites is to draw customers with demand for posting or searching information to attend to, access, transact and interact with contents on the websites. + About the content, attracting online customers to job websites should involve developing the quantity and quality of customers. To this end, job websites should start from developing demand for information uses, developing the quality of information sources, developing supporting services and e-marketing com- munication activities. With these concepts, to attract online customers to job websites, it is necessary to operate and develop these components systematically: a. Developing the demand for using job informa- tion of online customers in job websites Developing the demand for and behavior of using job information of online customers in the job websites is considered the core factor of the models on customer attraction, of which online customers can use job infor- mation when they act as recruiters accessing the job websites to look for information profiles of appropriate candidates to contact or when they act as job seekers looking for job information to apply for job interviews. Like other kinds of demand, the demand for using job information of online customers in the job websites ranges from the basic to advanced levels. + Basically, the demand for using job information of online customers in the job websites can be seen via the hierarchy of demand shown in Figure 1.1 as fol- lows: Figure 1.1 illustrates that: The most basic demand of individual customers (job seekers) when using job information in the job websites is to receive as much information as possible. The information may be of different business areas and industries so that customers can have a wider choice and can easily find suitable jobs. Besides, the catego- rization of information according to localities also cre- ates favorable conditions for customers to choose jobs in their localities and avoid those in undesired places or not appropriate to their preferences. The next demand of job seekers once they have accessed various sources of job information is to know which information is new, which one is updated every day, which one has gone outdated so that they can access the high-quality information sources. The higher demand of job seekers afterwards is to use job information provided in the job websites cate- gorized according to salary levels and recruiters. This helps them become more active and they can look for the jobs they want more accurately. With job seekers, after being able to access the high-quality information sources, they then wish to 16 Journal of Trade Science JOURNAL OF TRADE SCIENCE ’S JTS have fast and accurate search rather than surfing each piece of information posts. Therefore, a search tool is an obligatory requirements that job websites should have to satisfy the high-level demand of job seekers. With job seekers who are confident enough or hope to find a better-suited job than those posted in the job websites, they want to be able to create their own per- sonal profiles so that enterprises or recruiters can con- tact them to arrange job interviews. Then job websites should have devices to satisfy this high-level demand. Finally, the highest demand of job seekers is the websites should have good customer care and support- ing services in order to provide them with timely con- sultancy and supports so that they can find jobs suit- able with their desires. + With customers as enterprises or recruitment organizations, their demand of using information in the job websites is quite simple compared to that of job seekers, as illustrated in the hierarchy in Figure 1.2 below. Accordingly, it can be seen that: Firstly, recruiters wish to choose suitable candi- dates for the jobs with lowest possible costs. Therefore, the basic demand is to be able to post job advertisements free of charge. Then, they hope that their posts can reach the highest possible number of candidates so that enterprises can have a wide choice; to do so, job websites should distinguish forms of posts such as VIP posts, normal posts, highlighted posts so that recruiters can choose the right forms at the right costs. (Figure 1.2) The higher demand of enterprises or recruitment organizations is to be able to access personal profiles that job seekers have created on the websites to have better investigation and able to find and choose appro- priate candidates more actively and easily. The final demand of enterprises or recruitment organizations is good customer care and supporting services. As recruiters with job advertisements are the main source of revenue to job websites, they require professional supporting services, accurate and timely responses, good supports to transactions, frequent cus- tomer care so that customers feel satisfied when they 17 journal of Trade Science JOURNAL OF TRADE SCIENCE ’S JTS [Source: author] Figure 1.1: Hierarchy of demand for job information of online customers as job seekers + There are free devices to create personal profiles for job seekers and job adverts for recruiters + Job information is updated everyday (new jobs) + There are notifications and marks of outdated post + Job information is diverse, of different industries, sectors and localities + There is Search tool for quick and accurate search + There is categorization of jobs according to salaries and recruiters + there are good customer care and supporting services post job advertisements or participate in the websites. b. Diversifying forms of information provision of job websites The best way to attract online customers to use information in the job websites is to create the maxi- mum convenience for them to access information, in other words, the forms of providing information should be diversified. Like any other information websites, diversifying the forms of information provision of job websites should focus on the following ways: Firstly, providing information in the websites: this way has some advantages: information is provided suf- ficiently, function keys are displayed clearly, transac- tions are easy and convenient for both recruiters and job seekers. However, the disadvantages of this way are it is only displayed well on personal computers but with mobile phones and tablets, their display is often limited by screen size, memory capacity and narrow bandwidth. Secondly, providing information via app: the advantages of this way are: information is displayed well with sufficient function keys, it is well compatible with mobile devices, suitable for small screens and limited memory capacity. This is convenient for cus- tomers who use smart phones or tablets to access infor- mation, post advertisements, create profiles or find jobs easily in the job websites. The disadvantages of this way is customers need to have certain knowledge and the app must be placed in an easily-navigated loca- tions for customers to download and use. Thirdly, using social networks and forums to pro- vide information: the advantages of this way are infor- mation and news are updated and spread rapidly among the network community. Information can be provided sufficiently with good reliability and subjec- 18 Journal of Trade Science JOURNAL OF TRADE SCIENCE ’S JTS [Source: author] Figure 1.2: Hierarchy of demand for job information of online customers as recruiters + Free posts for recruitment and jobs + Able to access many candidates + There are different choice s of posts with different fee levels to highlight the posts + Able to access personal profiles of job seekers in the websites + Good customer care and supporting services tiveness; users can publically evaluate and discuss the quality of information, recruitment organizations, applicant profiles, etc., through which information users can receive advice and consultancy from other participants. However, the disadvantages of this way are when customers register to post information, seek jobs or create profiles, they must access the job web- sites through links or registered keys on these social networks and forums rather than do this directly as in the two above forms. Generally, when creating more ways of providing information to customers or online users, job websites can attract more new customers. Therefore, for job information websites, diversifying the forms of infor- mation provision is considered a prerequisite to maxi- mize the benefits to customers when they use the infor- mation. c. Developing the quality of job information of job websites Job websites mostly do business based on the con- tent of the information to meet the demand of cus- tomers, both job seekers and recruiters. Job informa- tion and candidate profiles should be numerous and various to attract customers to access the websites. However, this information is only significant if it is of high quality. Basically, developing the quality of job informa- tion of job websites should focus on the following things: Firstly, reliability: the top priority of any informa- tion websites is to ensure that the posted information must be highly reliable, or in other words, authentic. With customers as recruiters, job websites must verify the information related to the fundamental elements such as: company names, addresses, whether they are recruiting laborers, which divisions are recruiting, con- tact numbers, etc. to ensure that the posts are truthful. With customers as job seekers, the information that needs verifying is names, addresses, contact numbers when they create profiles so that recruiters can contact them for job interviews. Secondly, update: information in the job websites must be constantly and promptly updated. The update should be not only in the number of jobs in the new areas but also in already-posted information in the websites as it should be re-updated. For example, with customers as recruiters, after their job advertisements have been posted, job websites need to update (in daily basis) to see if they still have demand for recruitment for they have already recruited the needed candidates, although their posts are still within date. Or with cus- tomers as job seekers, when creating personal profiles to attract enterprises to view, job websites need to update to see if these seekers still want to be invited for job interviews or they have found stable positions else where. Implementing these tasks effectively helps job websites to have fresh and valuable information all the time. Thirdly, information should be marked as 'expiry', 'updated on (date)', etc.: this is a necessary activity to inform information users in the job websites that whether the information is still valid to help them save time, costs and energy when searching. Fourthly, convenience: information in the job web- sites should be users-friendly to both job seekers and recruiters. The arrangement and categorization of information, collection of database should be made simple, easy to find, easy to compare to create favor- able conditions for all users. Information should be sorted according to dates, business areas, localities, even in more details such as desired salaries, career challenges, etc. Fifthly, low costs: all users, no matter recruiters or job seekers, hope to use free-of-charge or low-cost services in the job websites. Therefore, the information will be really good and attractive to users if job web- sites can charge suitable fees for the services. This pre- vents customers of job websites from being shocked or reluctant about whether they should use the informa- tion in the job websites. d. Developing e-marketing activities of job web- sites Nguyen Bach KHOA (E-commerce Marketing, 2010) believes that the fundamental features of e-mar- keting are customers can interact with advertisements, click on advertisements to make purchases, get infor- 19 journal of Trade Science JOURNAL OF TRADE SCIENCE ’S JTS mation about the products or compare this product with others, this supplier with others, etc. E-marketing helps suppliers to choose the target and potential cus- tomers that companies want to serve, through which they can cut costs and raise business performance [2]. In theories, like other websites, developing e-mar- keting activities of job websites should focus on the following things: + Ad-network: Instead of going to each advertis- ing agency or division of each newspaper, job web- sites now can build up their advertising campaigns via online ad-network to attract customers. Online ad-network is an intermediary to connect the sellers and buyers of online advertisements, through which it supports advertisement buyers to find appropriate areas and advertisement sellers, from thousands of websites, to their communication campaigns. This form has been applied by many websites and e-com- merce organizations as it saves time and money. In Vietnam, Innity, Vietad, Ad360 and Ambient are big advertising networks which can satisfy almost all needs of advertisers. + Search Marketing: As a habit, when an Internet user wants to buy a product or service, he or she often searches the information about that product/service on search engines such as Google, Yahoo, Bing, etc. Enterprises often pay for these search engines, via their sales representatives or directly, so that their products or services can appear in prioritized posi- tions. For example, job websites may select adver- tisement viewers according to their geographical locations, age groups, genders or other specific crite- ria. Accordingly these websites can reach the right target customers, raise marketing effectiveness, at the same time track and evaluate the efficiency of each key word to control the entire campaigns and build up better brand image. + Social Media Marketing: With the development of a series of social networks like Twitter, Go, Yume, etc., job websites now have a wider choice to approach customers. When using these networks, job websites can advertise themselves as images, video clips which can spread and attract comments. The interactions and spread are distinctive advantages of social media mar- keting over traditional marketing. + Buzz Marketing: Viral Marketing, Buzz Marketing or Words Of Mouth Marketing are different forms of buzz marketing conducted via blog, social networks, chat rooms, forums, etc. with the hypotheses that people will share with others about products or services they feel satisfied with. Job websites may use this strategy to encourage customers to spread the ben- efits, efficiency and value of their job information services to other users so that their products or servic- es can be known to thousands or millions of users. This marketing method may gain very high communication effects but it is also quite risky if the job information in the websites is not as good as advertised. + E-mail marketing: E-mail is gradually replacing letters and enterprises can send marketing information to a series of emails with low costs. Another way job websites can apply is to encourage the receipt of e- newsletters so that customers can receive information actively, then they can feel comfortable and happy with the information provided by the websites. In Vietnam, many websites have used e-mail marketing effectively to approach customers such as Vietnamworks with job newsletters, Jetstar with newsletter about airline tickets, Nhommua or Muachung with email informing discounted products. However, like other advertising modes, online mar- keting must be based on the demand and habits of cus- tomers and the understanding of advertising tools. Identifying the goals they need to reach and using online marketing modes flexibly will help job websites utilize their budget effectively. + Online events: Nowadays organizing events has become one of the most popular tools in marketing and advertising a company's brand and image. Like other marketing tools, the objectives of organizing an event are to draw attention to products or services of the Internet-based enterprises in general and job websites in particular to create interests from customers, there- by increasing the sales of products or services. Reality has shown that many big websites have spent millions of dollars a year to organize events and 20 Journal of Trade Science JOURNAL OF TRADE SCIENCE ’S JTS gained numerous successes thanks to increases in sales. But this is not always the case. To organize an event successfully, online enterprises in general, job websites in particular, should be able to choose the right time. Besides, job websites should notice that an event, no matter big or small, will not work if it is used alone. They can use advertising or public relations (PR) to promote without organizing events. But to make an event effective, any business websites need to incorporate advertising and PR. The combination of these three tools may vary depending on the kinds of events. e. Developing online customer supporting servic- es of job websites Online customer care and supporting services are necessary activities that job websites need to take to retain current customers, create reputation to attract potential customers via electronic means such as email, chatting, forums, etc. Basically, customer supporting services are provid- ed by online enterprises in general and job websites in particular via the following tools: + Indication about the website: Customer care and supports are not only aimed at after-sales relationships with customers but firstly, what job websites should do is providing potential cus- tomers with clear and transparent indications on how to use the interactive websites. These may be indications to customers on how to create profiles, to post information and approve infor- mation posted on the job websites that they are inter- acting with. Then there should be indications to cus- tomers on how to make payment and things to do in the payment process. In the job websites, enterprises providing job infor- mation should create room for customers to send their feedbacks on products, services as well as problems that need supporting when using the websites. Enterprises should also provide customers with modes and indications so that they can contact enterprises when needed. + Call centre: Call centres are built up on the basis of the integra- tion of computer network, communication systems such as telephones, faxes, call operators, customer consultants, transaction staff, etc. A common problem facing customer care and sup- porting services is some problems happen repeatedly but staff still need to answer. Therefore, setting up an automatic answering system becomes a quite com- mon solution of websites when providing customer supporting services. Frequently repeated information will be recorded and uploaded to the system. When customers call, there will be steering instructions so that they can get the information they want to know about. If the information provided fails to satisfy cus- tomers, they can ask for direct supports from cus- tomer care staff. Customers in charge of providing customers with information should be organized into a division responsible for listening to and dealing with customer questions. The system should ensure that calls should be distributed evenly among staff to avoid the case of one staff answering more or less than others. However, the disadvantages of this solution are that when customers are in need, they automatically think of telephoning call centres. This may result in the cen- tres becoming overloaded and failing to meet the demand of customers. + System of Frequently Asked Questions (FAQs): FAQ or FAQs are Frequently Asked Questions, one of the common applications on the websites. This app aims to answer the most frequently asked ques- tions from the web readers to save time and energy for both readers and web administrators. FAQs can be located anywhere in the page, but mostly it should appear at the top or bottom of the page. This system helps online enterprises in general, job websites in particular to post frequently-asked questions from customers and answers from enterprises, this will cre- ate a professional image about the services provided by the websites. This app also helps customers to send their enquiries, requests, comments, etc. conve- niently to the job websites. 21 journal of Trade Science JOURNAL OF TRADE SCIENCE ’S JTS + E-mail: Using email to contact customers is the easiest and simplest way to start. Job websites just need to provide supporting email on their webs or PR papers, etc. and wait for active interactions from customers. However, the problem is that if they are too busy or there are too many requests for supports, it is difficult for the websites to answer customer questions prompt- ly. To solve this problem, staff of job websites need to distinguish between personal email, work email and supporting email. Moreover, job websites should also carefully delete some customer email after successful- ly supporting them, or else the email will be over- loaded and get out of control. + Discussion forums: Job websites should set up an online information gate which serves as a forum where customers (old, new and potential) can communicate, interact, exchange and help each other to solve problems aris- ing in the purchasing process. This is the way these websites can make use of and turn customers into a group of customer service staff. If they can use this service channel effectively, job websites can reduce their staff in customer care and increase their business performance. + Online supports: With customers who frequently use the Internet, company websites often provide apps such as online chat via yahoo messenger or skype, etc. to support online customers in business, projects or technical matters. Supporting services through this tool are pro- vided immediately, so that problems of customers can be solved quickly and they are supported effectively. However, the disadvantages of this tool are services can only be provided within working hours of staff in charge of chat administration, outside this time, this tool proves not very effective. 4. Conclusion Upon generalizing the features of job websites and analyzing the roles of online customers to busi- ness activities of job websites, the author has estab- lished and explained the working principles of factors attracting online customers to job websites. In these models, job websites in Vietnam should consider the demand for using job information as the core, there- by diversifying the forms of information provision, enhancing the quality of job information by making full use of the development trends of social networks, e-marketing tools and providing online customer sup- porting services. References: 1. P. Druckers (2008), Management Revised Edition, HapperCollin Publishers, US. 2. Nguyen Bach Khoa (2010), E-commerce Marketing, Statistics Publishing House, Hanoi. 3. R. Martina et al (2015), Online customer behav- iour, Marketing Identity Conference Proceeding, pages 233 - 237. 4. Kenneth C. Laudon (2016), Electronic com- merce 2016: Business, Technology, Society, Pearson Publisher, UK. 5. E. Turban (2012), Electronic commerce: Managerial perfective, Prentice Hall, US. 6. T. Zahra et al (2011), Effective Factors on Electronic Customers Satisfaction, IPEDR, US. Summary Cùng với việc hội nhập sâu rộng vào WTO và tham gia ký kết Hiệp định Đối tác kinh tế xuyên Thái Bình Dương (TPP) của Việt Nam, thị trường lao động tại Việt Nam đang có những biến động không ngừng về cung và cầu, về số lượng và chất lượng. Một lượng lớn người lao động cần tìm công việc phù hợp với trình độ và kinh nghiệm, trong khi đó có không ít doanh nghiệp đang đau đầu vì vấn đề thiếu nhân sự có thể đảm nhận các vị trí công việc. Sự xuất hiện của các website giới thiệu việc làm như một giải pháp giúp người lao động và nhà tuyển dụng tìm đến trao đổi thông tin để đạt được nhu cầu của mình. Khi mà số lượng thông tin tăng lên quá nhiều, việc trao đổi thông tin và giao dịch thông tin trực tuyến trở thành công cụ hữu ích giúp mọi người đạt được ước mơ nghề nghiệp, đồng thời đem đến 22 Journal of Trade Science JOURNAL OF TRADE SCIENCE ’S JTS cho nhà tuyển dụng những hồ sơ có chất lượng và phù hợp. Tuy nhiên, tại Việt Nam số lượng website giới thiệu việc làm có thể thu hút khách hàng trực tuyến để tồn tại và phát triển chiếm tỷ lệ rất nhỏ, thậm chí nhiều website được hỗ trợ lớn từ cơ quan quản lý Nhà nước nhưng mới ra đời được thời gian ngắn đã đóng cửa như trường hợp của: viechay.vn, timviec.net, nguoitimviec.com.vn... Thực tế này đã đặt ra những yêu cầu cấp thiết phải xác lập mô hình thu hút khách hàng trực tuyến của các website giới thiệu việc làm tại Việt Nam nhằm đảm bảo sự tồn tại và phát triển hiệu quả, bền vững. Bài viết của tác giả đã đưa ra mô hình thu hút khách hàng trực tuyến của các website giới thiệu việc làm tại Việt Nam trên cơ sở tận dụng tốt nhất các đặc điểm hành vi mua của khách hàng trực tuyến. 23 journal of Trade Science JOURNAL OF TRADE SCIENCE ’S JTS NGUYEN TRAN HUNG 1. Personal Profile: - Name: Nguyen Tran Hung - Date of birth: 10/12/1980 - Title: Doctor of Economics - Workplace: Department of Electronic Commerce, Thuongmai University - Position: Head of Department of Electronic Commerce Principles 2. Major research directions: - Electronic commerce models, security in electronic commerce - Mobile commerce: mobile marketing, mobile retailings, security in mobile commerce, mobile applications - Social network, social media marketing. - Electronic banking services. - Electronic customer services. 3. Publications the author has published his works: - Trade Science Review - Journal of Economic Developmen - Business Review