Academic staff
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I am currently a lecturer in Marketing and a PhD researcher at London South Bank University since 2019. I have also been working as a marketing lecturer and researcher at the Faculty of Marketing and International Business, Ho Chi Minh city University of Technology (HUTECH) since 2017. I primarily lead modules on Postgraduate levels including International Marketing, Brand Management in an International Context, Marketing Management and Planning.
I have a postgraduate degree in Business with Marketing Management from Northumbria University and a bachelor’s degree in Business Management and Marketing from Keele University.
I am currently researching the impact of flow state upon customer loyalty in the context of omnichannel retailing and the changes in consumer shopping habits/patterns during the COVID-19 and in a post-pandemic future. My research interests encompass retailing (particularly omnichannel retailing and retail 4.0), customer experience, and consumer behaviour.
Courses taught
International Business Management - MSc
International Marketing - MSc
Northumbria University London
Keele University
•Organised and delivered lectures, tutorials and seminars for cohorts ranging from c.10 students to c.200 students in a wide range of marketing and management modules such as Principles of Marketing, Marketing Research, Marketing Management I & II (Lincoln University & Open University Malaysia); Fundamentals of Marketing, Sales Management, Organisational Culture, Data Analysis (Institute of International Education – HUTECH)
• Designed and developed teaching materials, case studies, test, exam papers for all lectures, tutorials and seminars of marketing and management modules such as Fundamentals of Marketing, Organisational Culture, Services Marketing, Ethics and Social Responsibility in Marketing, Sales Marketing
• Designed appropriate assessment criteria including assignments and examinations
• Assessed and moderated students’ coursework and examination
• Engaged with students to identify their learning needs and applied appropriate teaching
approaches
The Impact of Click and Collect’s Service Quality on Customer Emotion and Purchase Decision: A Case Study of Mobile World in Vietnam
Hung Le, Q., Nguyen, L.T.T. and Pham, N.T.A. (2019). The Impact of Click and Collect’s Service Quality on Customer Emotion and Purchase Decision: A Case Study of Mobile World in Vietnam. Journal of Asian Finance, Economics and Business. 6 (1), pp. 195-203. https://doi.org/10.13106/jafeb.2019.vol6.no1.195
The Effect of Click & Collect Service in the Context of Retail Atmospherics on Consumer Buying Behaviour in terms of Repurchase Intention: An Empirical Study of Tesco UK
Nguyen, L.T.T. (2017). The Effect of Click & Collect Service in the Context of Retail Atmospherics on Consumer Buying Behaviour in terms of Repurchase Intention: An Empirical Study of Tesco UK. International Proceedings of Economics Development and Research. Barcelona 12 - 14 Feb 2017 https://doi.org/10.7763/ipedr
A Trend Towards Omni-Platform Retailing And Shopping Behaviours: Case Study Of Vietnamese Digital Retail Landscape In The Covid-19 Period
Nguyen, L.T.T., Bruce, M. and Luong, N. (2022). A Trend Towards Omni-Platform Retailing And Shopping Behaviours: Case Study Of Vietnamese Digital Retail Landscape In The Covid-19 Period. International Conference on Business and Finance. Ho Chi Minh City, Vietnam 27 - 28 Sep 2021 Labour Publishing House.
Applying Flow Theory to Omnichannel Consumer Behaviour: A Systematic Literature Review
Nguyen, L.T.T., Graham, C., Luong, N. and Tran, M.K. (2022). Applying Flow Theory to Omnichannel Consumer Behaviour: A Systematic Literature Review. The 3rd International Conference on Marketing in the Connected Age (MICA-2022). Da Nang City, Vietnam 01 - 01 Oct 2022 The Danang University of Economics.