Factors affecting the decision to choose ITNavi's high-level IT recruitment support service in domestic enterprises.docx

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NATIONAL ECONOMICS UNIVERSITY
BUSINESS SCHOOL
Factors affecting the decision to choose ITNavi's high-level IT
recruitment support service in domestic enterprises
Bachelor of Business Administration in English (E-BBA) Thesis
Student: Nguyen Thi Thuy Linh
Class: E-BBA 10.4
Student ID: 11182817
Supervisor: Dao Thi Thanh Lam

CHAPTER 2: Theoretical background and research model
2.1. Definition
2.1.1. The concept of Human Resource
Human resources are always an important factor, determining the development of each
organization.
There are many different interpretations of human resources such as: “Human resources are
understood as the totality of physical and mental abilities of human being used in the production
process. It is also considered as human labor power - the most valuable resource in the
production factors of enterprises” (Storey,1992)
This concept is understood as Human Resources including the totality of capabilities of human.
Human resources that are considered strong enough must have two factors: physical strength and
mental strength, that is, they must have both health and intelligence to complete the job in the
best way.
In addition, when considering the concept of human resources, most researchers often emphasize
the factor "force" with the meaning of strength. Therefore, human resources are generalized as
physical strength (including health, age, seniority, gender...) and intellectual strength (ability to
think, acquire knowledge, talents, aptitudes, views, etc.) scores, beliefs, personality…) of
employees in an organization (Sunarsi, 2016)
According to the human resource economics textbook of the National Economics University:
“Human force is the power of a human being, which resides within each person and makes
him/her active, that strength is growing with the development of the human body and to a certain
extent, human participate in the labor process – people have the power to work” (Juhana &
Haryati, 2013)
2.1.2. The concept of "Headhunter" and "Senior recruitment service"
Headhunter is a phrase used to refer to organizations or individuals that specialize in hunting
talented candidates, willing to work for a certain third organization. When needing to recruit
high-level personnel, businesses will often spend a budget for the human resources department,
called the recruitment budget. With this budget, the human resources department will find high-
class recruitment services provided by headhunters, clearly informing about the position they are
recruiting and the candidate requirements they want. Thus, in general, "Premium human resource
recruitment service is a type of service in which headhunters will find and provide suitable
candidates, fully meeting the requirements set forth by businesses."
2.1.3. The concept of Consumer behavior
According to Moschis (1976), consumer behavior is influenced by one or more factors such as
personal motivations, needs, attitudes, values, characteristics, personality, culture,

socioeconomic status, age, gender, professionalism and other influences such as family, friends,
co-workers and society. Consumer behavior is the ongoing process of purchasing, using, or
disposing of products or services to satisfy their needs and wants. Consumers will choose
products or services that are meaningful to them (Askegaard et al., 1999).
Consumer behavior is understood as the reactions that individuals show in the decision-making
process to buy goods and services. According to Philip Kotler (2005), actions directly related to
the purchase, consumption and experience of goods or services include the processes before and
after the behaviour. Knowing consumer behavior will help businesses make appropriate
products, marketing and sales strategies.
2.1.4. Factors influencing consumer behavior
Figure 2.2.4.1: Factors influencing consumer behavior
Source: Marketing Management, Philip Kotler, Kevin Keller (2013)
The basic factors affecting the behavior of consumers to choose high-level IT recruitment
services are classified into four main groups: cultural, social, psychological and personal factors,
Most of these factors are uncontrollable.
• Cultural factors:
Culture is the most basic factor that determines the will and behavior of people. The change in
the culture of using recruitment services has had a great impact on providers, making them strive
to perfect and improve their own culture, in order to make a difference in service provision. for
customers. Each culture has many subgroups with values and beliefs and life experiences. These
groups are very important to marketers because they come from different cultures that make up

different important market segments (Kotler et al., 2005). Each society has a system of social
class structure divided in different proportions for each country. As income is considered, every
society is divided into three classes: the rich, the poor and the middle class. Each class has its
own values, preferences and behaviors.
•Social factors:
The second classification of factors affecting consumer behavior is social group, which includes
subgroups, social status and roles. Some of those groups directly affect a person. The group of
members, the group to which the person belongs, and the group of references directly face to
face or indirect comparison or reference in forming one's attitudes or beliefs (Kotler et al., 2005).
• Personal factors:
Buyer decisions are also influenced by personal characteristics such as buyer age, occupation,
economic situation, lifestyle, personality and beliefs (Kotler et al., 2005). The needs of customers
using services today not only stop at good product quality, cheap prices but also in service
quality, complaint handling, responsiveness... Elements of About the service users themselves
are essential factors, which the supplier needs to study carefully to understand their customers
well, to have appropriate solutions to satisfy their needs. . A person's need for products or
services varies depending on occupation, financial situation, as well as life stage. A person's
lifestyle is influenced by their activities, such as preferences and attitudes, which also influence
the choice of products and services (Kotler et al., 2005).
• Psychological factors:
Consumers' choice of which manufacturer to use decorative paint products is also influenced by
four important psychological factors: motivation, perception, knowledge, beliefs and attitudes.
When a person is motivated, they will act and behave accordingly. Perception is the choice of
individuals or organizations and the transmission of information through the human senses and
as a result a meaningful image is formed. When a person experiences new things, changes take
place in behavior. As a result, new buying beliefs and attitudes are formed and thus influence
buying behavior (Kotler et al., 2005).
2.1.5. Consumer decision making process
Figure 2.2.5.1: Factors influencing consumer behavior

Source: Marketing Management, Philip Kotler, 2001, p..220 – 229
a. Recognizing the need
The buying process begins when the consumer becomes aware of his or her own need.
According to Philip Kotler, needs arise from internal and external stimuli.
Internal stimuli are normal human needs such as hunger, thirst, love, liking, and being admired.
For example, a person who feels hungry wants to eat, feels thirsty wants to drink, feels hot,
wants to go swimming.
External stimuli such as time, changes due to circumstances, environment, consumer
characteristics, social influences such as culture, reference gender, requirements commensurate
with characteristics personal characteristics, the marketing stimuli of marketers.
The problem at this stage is that the marketer must predict what needs the customer wants to be
satisfied? Why do they have that need? How will they want to satisfy their needs? With what
service? With what feature?
b. Look for information
According to Philip Kotler, when the demand is strong enough, it will form an incentive for
partners to seek information to understand the service. The information search process can be
“inside” or “outside”. But if the internal search is successful, it may not be possible to find the
information from the outside source.
The sources of information customers use to learn about services vary depending on the service
they want to buy and the characteristics of the buyer. Customers' information sources can be
divided into four groups:
- Source of personal information: information from friends, people familiar
- Sources of commercial information: information received from advertising, sellers row
- Public information sources: objective information on the mass media, government authorities,
organizations.
- Source of experience information: through direct research such as contact, service trial
Each source of information plays a different role to some extent influencing the customer's
decision to buy a service. For example, the commercial information source assumes the
notification function; while the personal information source assumes the role of confirmation or
evaluation. However, the amount and degree of influence of information sources on purchasing
decisions varies depending on the type and characteristics of the buyer.
c. Evaluation of options
Before making a decision to purchase a service, a consumer processes the information obtained
and then evaluates different options according to several important criteria.

d. Buying decision
Figure 2.2.5.2: Steps to evaluate options to purchase decision
Source: Marketing Management, Philip Kotler, 2001, p.225
The first factor is the attitude of relatives, friends, colleagues for or against these people that
customers make the decision to buy the service or give up the intention to buy.
The second factor is the unexpected situational factors. Service users form purchase intentions
based on certain bases such as: expected income, price, expected benefits, etc. Therefore, when
situations arise that change the basis of leads, service users form purchase intentions. to purchase
intention (for example, the risk of job loss; rising prices; product not meeting expectations, etc.),
they can change or even abandon purchase intention.
In addition, customers' purchasing decisions may change or postpone returned or canceled under
the influence of risks perceived by the customer. Expensive items require some degree of risk,
the user cannot be sure of the outcome of the purchase. This causes them anxiety and worry. The
level of perceived risk depends on the amount at risk, the degree of uncertainty about the
product's attributes, and the consumer's level of confidence. Therefore, customers somehow
reduce risks such as avoiding buying decisions, gathering information from friends, giving
preference to big brands, with warranties, etc. Marketers must now understand the Factors
causing perceived risk where customers provide information, help them to reduce their perceived
risk and increase the chances of buying services of the business.
e. Post-purchase behavior
After purchase, the customer may feel some degree of satisfaction or dissatisfaction with the
service and then have some post-purchase actions or reactions about the usage of the service. If
the quality of the service best meets their expectations, the consumer will be satisfied.
Consequently, buying behavior will be repeated when they have a need or recommend
(advertise) to others.

In the opposite case, they will be annoyed and establish a psychological balance by switching to
another competitor's service, and at the same time they may speak badly of that service to others.
2.2. Factors affecting behavior and decision to use high-level recruitment support services
According to Tune (1992), organizational buying behavior is the decision process by which
organizations form demand for products and services, identify, evaluate and choose to buy
among brands and suppliers. position being offered in the market to satisfy one's needs and
wants (according to Thac TT, 2010).
Philip Kotler's (1999) model of organizational buying behavior shows that marketing and other
factors influence the organization and generate buyer responses, such as choosing a product or
service, choosing a supplier, or purchasing a product. , order volume, delivery time and
conditions, service conditions and payment terms. Business buyers are influenced by many
factors when making purchasing decisions. Usually, depending on economic factors, personal
factors and depending on the nature of the product, businesses have different purchasing
decisions. Businesses often respond to all economic factors as well as personal factors. In cases
where the products of suppliers are similar, that is, can satisfy the needs of buyers to the same
extent, businesses tend to focus on individual behavior. In the case where competing products
have fundamental differences, enterprises have to take more responsibility for their choices, they
tend to pay more attention to economic factors. With high-class recruitment support services, the
selection depends greatly on the relationship as well as the reputation of the companies.
Source: (Philip Kotler,2002)
2.3. Theoretical Framework
From the organizational buying behavior model, the author uses the factors of quality, brand, and
service charge in the proposed research model. On that basis, the research has applied theories
and models to build the scale as follows:
2.3.1.1. Model decision service Parasuraman và cộng sự (1985)

Figure: Mô hình khoảng cách chất lượng dịch vụ.
Parasuraman et al. (1985) stated that:
Service quality is the gap between customers' expectations (expectations) and their perception
(perceptions) when they have used the service.
Research problem: How to measure distance between different levels using a standard measuring
instrument? What factors influence those distances? Are there gaps between industries?
Service quality model is built based on the analysis of service quality gaps.
• Gap 1 (KC1): Gap between the company's perception of customer expectations and customer
expectations.
• Gap 2 (KC2): Gap between the company's perception of customer expectations and service
quality standards.
• Gap 3 (KC3): Distance between service standards and actual services provided to customers.
• Gap 4 (KC4): Gap between the actual service quality provided and the quality of the service
communicated to the customer.
Gap 5 (KC5): Gap between the service received by the customer and the customer's expectations
of the service.

In 1988, this model was named SERVQUAL model, used to assess customers' perceptions of
service quality and reduced 10 service quality characteristics into 5 service quality characteristics
(reliability and service quality). , responsiveness, capacity to serve, empathy and tangible
means).
- Reliability is the ability to perform the right service on time the first time.
- Responsiveness is expressed through the desire and willingness of service staff to provide
timely service to customers.
- Service capacity (assurance) is demonstrated through professional qualifications and
polite and welcoming service to customers.
- Empathy shows care for each individual customer.
- Tangibles are shown through the appearance, clothing of service staff, and equipment
serving the service.
2.3.1.2. Gronroos (1984) quality assessment model
According to this model, service quality is assessed by comparing the value that customers
expect before using the service and the value that customers receive when using the service.
Research problem: How do technical quality and functional quality affect the service provided
and how do customers perceive these factors? To measure service quality, Gronroos offers three
criteria: technical quality, functional quality and image quality.
Source: Gronroos (1984)
(1) Technical quality describes what the service is provided and the quality the customer receives
from the service.
(2) Functional quality describes how the service is delivered or how the customer obtains the
technical quality outcome.

(3) Image is a very important factor, built mainly on the technical and functional quality of the
service, in addition to some other factors such as tradition, word of mouth, pricing policy. , PR).
2.3.1.3.
According to David Aaker (1991), brand equity is a set of values associated with a brand name
and symbol that adds value to a firm or customer by products and/or services. its. Lassar et al.
(1995) divide the assessment of brand value into two main groups, that is, brand value assessed
from the financial point of view and the brand value assessed from the customer point of view.
Assessing brand equity from a financial point of view contributes to the valuation of a company's
assets. However, this assessment does not help much for marketing managers in building and
developing brands. In marketing, on the other hand, the financial value of a brand is the result of
the customer's assessment of the value of that brand.
Figure: Research model of brand value
Source: Aaker,1991
* Brand awareness
Brand awareness is defined as the ability of consumers to recognize and recall a brand belonging
to a certain product category (Aaker, 1991), or the extent to which the brand signature is

reflected in the consumer's memory. consumers to identify the brand in other terms (Keller,
1993). Brand awareness includes brand recognition and brand recall (Keller, 1993). Brand
awareness is considered as a component of brand equity (Aaker, 1991; Yoo and Donthu, 2001;
Nguyen Dinh Tho and Nguyen Thi Mai Trang, 2002).
* Perceived quality
Perceived quality is defined as the consumer's assessment of the superiority or excellence of a
product (Zeithaml, 1988). The perceived quality of a brand can help create value by providing
important reasons to buy a product, help differentiate the brand's position, charge high fees,
motivate channel members perform well while expanding to introduce new types of brands
(Aaker, 1991; Lassar et al., 1995; Yoo and Donthu, 2001; Nguyen Dinh Tho and Nguyen Thi
Mai Trang, 2002).
* Brand image
The hidden value behind the brand's name are the distinct attributes that are associated when
associated with that brand. Attributes will vary from brand to brand. Brand attributes are also a
foundation for brand extension. According to Lassar et al. (1995), brand image is the component
that constitutes brand value.
* Brand Loyalty
Brand loyalty is the attachment that a customer has to a brand (Aaker, 1991). Brand loyalty that
makes customers buy more often and prevents switching to other brands should be a component
of brand equity (Aaker, 1991). Brand loyalty is an important component of brand equity (Aaker,
1991; Yoo and Donthu, 2001).
The SERVQUAL model (Parasunaman, 1988) and the FTSQ model (Gronroos, 1984) were used
to build the service quality scale and the candidate quality for the research. The SERVQUAL
model is applied by considering all 5 evaluation criteria: trustworthiness, responsiveness, service
capacity, empathy, and tangibles. The FTSQ model is applied in two aspects of functional
quality (FSQ: Functional Service Quality) and technical quality (TSQ: Technical Service
Quality). In addition, this scale also considers the professional aspect of headhunters (fields of
expertise, ability to advise clients and candidates, ..).
Applying the results from the customer price perception study of Maythew and Winer, 1982
(according to Hoa, D.T, 2007) to build a service fee scale. There are 3 criteria from the research
results applied: price versus quality, price versus competitors, price versus customer
expectations.
Using the brand equity model (Aaker, 1991) to build a brand scale for research. In which, the
brand awareness levels are directly applied to the model: completely unaware, aware with
reminder, aware without reminder and first aware.
2.4. Decisions to choose to use and customer loyalty

The strongest evidence of loyalty is the percentage of customers who are enthusiastic enough in
recommending, instructing friends and colleagues to use a certain product or service. Customers
feel that they belong or are attached to a product or service when they intend to repurchase or
buy more of that type of goods and services from a company, and their willingness to
recommend the company to others. demonstrate firm attachment by resisting switching to
another competitor (Cronin & Taylor, 1992; Narayandas, 1996; Prus & Brandt, 1995).
In this study, from the application of customer loyalty theory, the author proposes a scale for the
dependent variable to choose to use high-class recruitment support services of enterprises in
Vietnam. Male, the scale will include the following factors: buying (using) the service again in
the next times, choosing to use it first when there is a need, always using and recommending the
company's services to relatives, friends, and friends. friends, colleagues.
2.5. Proposed Research Model and Hypotheses
From previous studies, expert opinions and actual situation at companies using high-level human
resource recruitment services, the author proposes a proposed research model that depends on the
following 5 factors: 1) Prices Perception, (2) Brand, (3) Service Quality (4) Customer Service,
and (5) Convenience.
Purchase
Decision
Price
Brand Perception
Service Quality
Customer Service
Convenience
Demographic
variables

Source:Author (2021)
-Price perception is viewed as the extent to which customers focus on paying low prices
(Lichtenstein et al., 1993). The price perception scale is inherited and developed from the price
perception scale of Prasad and Aryassi (2011). This scale has been measured by Prasad and
Aryassi to measure the influence of price on service selection behavior in India. This is a
developing Asian country, there are many similarities with the business market of Vietnam, so
the author also hopes to develop the price perception scale of these two authors, to measure
service selection behavior of Vietnamese consumers.
Hypothesis H1: As the reasonable price of a service increases (decreases), the customer's
decision to choose a service increases (decreases).
-Brand image can be defined as the perception that consumers associate with a particular brand
(Keller, 1993). Brand image is one of the useful factors in consumer evaluation before
purchasing a service (Zeithaml, 1988). Brand image not only affects how consumers view
services, but also reduces purchase risk (Loudon & Bitta, 1988). Eze, Tan, and Yeo (2012) found
that brand image has a significant influence on customers' decision to purchase recruitment
services.
Therefore, hypothesis H2: The proposed brand image has a positive (+) impact on the dependent
variable of the decision to buy Headhunter recruitment service.
- Service quality can be defined as the consumer's assessment of a brand's overall excellence
based on intrinsic (performance) and extrinsic (brand name) cues (Asshidin, Abidin, & Borhan,
2016) provide value to consumers, a reason to buy, and differentiate the brand from competing
brands. Perceived quality of a service has been found to have a significant positive influence on
purchasing decisions (Saleem, Ghafar, Ibrahim, Yousuf, & Ahmed, 2015). Besides, Asshidin et
al. (2016) also found that perceived quality significantly affects consumers' purchasing decisions
for services in a positive direction.
Therefore, hypothesis H3: The quality of the proposed product has a positive (+) impact on the
dependent variable, the decision to buy IT recruitment services.
-Customer service: When the service quality of suppliers in the market is the same, customer
service is the competitive advantage in the market. In the research model, customer service
includes the customer support system and process to assist customers with complaints, and
troubleshooting. Good customer service makes customers feel secure to use the service, trust the
service provider.
Hypothesis H4: As customer service increases (decreases), the customer's decision to choose
recruitment service increases (decreases).
-Convenience: Jager and Vanzyl (2013) conducted a study to identify service components and
different factors affecting the trend of choosing high-level IT staffing services. The research
questionnaire mentions the aspects that respondents are most interested in when purchasing

recruitment services. The article has concluded that four factors affect the trend of choosing
recruitment services, including convenience, service cost, quality and company brand.
Therefore, the study proposed the following hypothesis:
H5: More convenience has a positive effect on the tendency to choose
* Demographic variables
The thesis introduces a number of demographic variables on the basis of conclusions from
consumer buying and selection behavior models in previous theories and studies as follows:
(1) Age: is a continuous variable, measured by the number of years since NTD was born.
(2) NTD's income is measured by the average monthly income (from all sources) of NTD.
(3) The education level of consumers is shown by the following levels: college/university
graduation and graduate school.
(4) Gender: includes two genders male and female.
In summary, together with the above affecting factors' theories, all hypotheses presented in the
conceptual model are synthesized as following:
Hypothesis Content of Hypothesis
H1
“A negative relationship between price and customer choice. Therefore,
the higher the price, the lower the customer's choice.”
H2
“Brand has a positive relationship with customer choice. When the brand
is widely known, the impulse to choose customers is higher”
H3
“Perceived service quality is expected to have a favorable relationship
with selected customers. As service quality improves, customers also
increase”
H4
“Customer care service has a positive influence on customer service
choice”
H5 “Convenience are seen to directly influence customer choices.”
2.6. Measurement Items
Table 2.5 - Data Encryption
Variable Content Sign

Revenue Per Month Below 100 billion VND 1
100 to 170 billion VND 2
Above 170 billion VND 3
Original Service Choice Basic 1
Standard 2
Premium 3
Source: Author, 2021
According to past researches, each factor encloses different implications. Hence, their spectrum
is analysed as aforementioned to provide the content for the observed variables in the table
below, thus constructing the questionnaire. All assumptions are presented in its original form
with no modifications in order to ensure the statistical outcomes of the study.
Table: Data Encryption
Factors Content Sign Sources
Prices
“I get a discount on the service fee the first time I use
it.”
P1
Philip
Kotler
(2002)
“Fees offered are flexible compared to competitors.” P2
“There are discounts/promotions/special prices.” P3
“Using credit services helps the company save costs.” P4
“Using recruitment services brings more benefits to
the company than costs.”
P5
Brand
Perception
“ITNavi is a well-known brand” BP1
(Aaker,
1991)
“Brand value is a criterion for me to choose to use
credit services.”
BP2
“The promotion of the recruitment brand ITNavi is
impressive and frequent.”
BP3
“I believe the recruitment service brand ITNavi is a
reputable brand.”
BP4
“Headhunters have very engaging brochures.” BP5
“Headhunters have sent invitations to use the service.” BP6

Service
Quality
“Recruitment specialists monitor positions to be
recruited very closely and thoroughly.”
SQ1
(Zeithaml,
1988)
“Recruitment specialist is very attentive and
enthusiastic.”
SQ2
“I selected candidate from headhunter on first use.” SQ3
“I am offered Candidates very soon.” SQ4
“I was offered a wide range of candidates to choose
from.”
SQ5
“I was provided with candidates who met the needs.” SQ6
“Recruitment specialist Interview candidates
thoroughly before introducing them.”
SQ7
Customer
Care
“Employees understand the needs of customers.” CC1
(Bearden,
2001)
“Staff are always ready to assist customers.” CC2
“I find the staff polite, gentle and friendly.” CC3
“Staff have knowledge about credit services.” CC4
Convenience
“I find the company's source of candidates abundant.” C1
(Meyers-
Levy,
2004)
“Simple, flexible, easy to implement payment terms.” C2
“Flexible and easy contract signing.” C3
“Headhunter's information is easy to find on the
website.”
C4
Purchase
Decision
“How certain is it that you will choose the offered
recruitment service instead of the original decision?”
PD (Cronin &
Taylor,
1992)
Source: Author, 2020
In general, different types of scaling methods are used to measure the observed variables. In this
context, ratio scale is considered as the most applicable measurement scale compared to
nominal-scaled questions. Therefore, the set of observed variables in this study is measured on a
5-point Likert scale as following: 1- "Strongly Disagree", 2- "Disagree", 3- "Neutral", 4-
"Agree", 5-"Strongly Agree". Similarly, upselling decision based on acceptance probability is
measured on a scale from 1- “Never” to 5- “Certainly”.

B. BẢNG KHẢO SÁT
Hãy tích tích (✔) vào ô tương ứng mà Anh/Chị thấy phù hợp và chính xác với bản thân nhất.
(Lưu ý: mỗi một dòng chỉ được tích 1 dấu ✔)
1. Hoàn toàn không đồng ý
2. Không đồng ý
3. Trung lập
4. Đồng ý
5. Hoàn toàn đồng ý
 Price
Các nhận định 1 2 3 4 5
1. Tôi được giảm phí dịch vụ ở lần đầu tiên sử dụng.     
2. Giá phí được chào linh hoạt so với đối thủ cạnh tranh.     
3. Có các chương trình giảm giá/khuyến mãi/giá đặc biệt.     
4. Sử dụng DVTD giúp công ty tiết kiệm chi phí.     
5. Sử dụng DVTD mang lại lợi ích cho công ty hơn là chi phí bỏ
ra.
    
*Brand
Các nhận định 1 2 3 4 5
6. ITNavi là thương hiệu được nhiều người biết đến     
7.Giá trị thương hiệu là 1 tiêu chí để tôi lựa chọn sử dụng
DVTD.
    
8. Việc quảng bá thương hiệu tuyển dụng ITNavi ấn tượng,
thường xuyên.
    
9. Tôi tin tưởng thương hiệu dịch vụ tuyển dụng ITNavi là
thương hiệu uy tín.
    
10. Các headhunter có tài liệu giới thiệu rất cuốn hút.     
11. Các headhunter đã gửi thư mời sử dụng dịch vụ.     
* Chất lượng dịch vụ
12. Chuyên viên tuyển dụng theo dõi vị trí cần tuyển rất chặt     

chẽ, kĩ lưỡng.
13. Chuyên viên tuyển dụng rất chu đáo, nhiệt tình.     
14. Đã chọn được ứng viên từ headhunter trong lần sử dụng đầu
tiên.
    
15. Cung cấp ứng viên trong thời gian rất sớm.     
16. Cung cấp lượng ứng viên dồi dào để lựa chọn.     
17. Cung cấp những ứng viên đáp ứng được nhu cầu.     
18. Phỏng vấn ứng viên kĩ lưỡng trước khi giới thiệu.     
* Dịch vụ chăm sóc khách hàng
19. Nhân viên hiểu được nhu cầu của khách hàng.     
20. Nhân viên luôn sẵn sàng hỗ trợ khách hàng.     
21. Nhân viên lịch sự, hòa nhã, thân thiện.     
22. Nhân viên có kiến thức về DVTD.     
* Sự thuận tiện
23. Nguồn ứng viên dồi dào.     
24. Điều khoản thanh toán đơn giản, linh động, dễthực hiện     
25. Ký kết hợp đồng linh động và dễ dàng.     
26. Thông tin của headhunter dễdàng tìm kiếm trên website.     
* Quyết định
Nhận định
Khả năng
1
(Không
bao giờ)
2 3 4
5
(Chắc
chắn)
1. Tôi quyết định mua DVTD     
2. Tôi có thể sẽ mua DVTD     
3. Tôi sẽ giới thiệu cho bạn bè tôi về DVTD
khi họ có nhu cầu
   


IN-DEPT INTERVIEW QUESTION
PHẦN GIỚI THIỆU
Xin chào các anh (chị). Tôi là sinh viên thuộc trường ĐH Kinh Tế Quốc Dân, hôm nay tôi rất
hân hạnh được đón tiếp các anh (chị) để cùng thảo luận về các nhân tố ảnh hưởng đến việc quyết
định mua dịch vụ tuyển dụng nhân sự IT cấp cao tại công ty ITNavi. Rất mong sự đóng góp thảo
luận nhiệt tình của các anh (chị). Mọi ý kiến thẳng thắn của anh (chị) đều đóng góp vào sự thành
công của đề tài nghiên cứu này.
I- NHỮNG CÂU HỎI CHUNG :
1. Anh (chị) có thường mua dịch vụ Headhunter của công ty ITNavi sau lần sử dụng đầu tiên ?
Bao nhiêu lần/ năm ? Số tiền anh (chị) phải chi trung bình/lần ?
2. Vì sao anh (chị) chọn công ty ITNavi để mua dịch vụ đó ?
II- Dịch vụ
1. Khi lựa chọn công ty để mua dịch vụ, anh (chị) chú ý tới những yếu tố nào của dịch vụ? (Ví
dụ: chất lượng, thương hiệu dịch vụ, chi phí dịch vụ,… ). Vì sao? Trong các yếu tố trên hãy kể ra
yếu tố mà anh (chị) cho là quan trọng nhất.
2. Anh (chị) có nhu cầu mua dịch vụ có tính năng ra sao?
3. Ngày nay mọi người thường nói đến chất lượng dịch vụ tuyển dụng headhunter.
Theo anh (chị) nó có tầm ảnh hưởng như thế nào đến việc mua dịch vụ ở công ty ITNavi của anh
(chị)?
III- THÁI ĐỘ CỦA KHÁCH HÀNG VỀ DỊCH VỤ MÀ CÔNG TY CUNG CẤP
1. Anh (chị) cho biết điều gì khiến anh chị hài lòng/chưa hài lòng đối với dịch vụ mà công ty
đang cung cấp hiện nay?
2. Theo anh (chị), trình độ nghiệp vụ của các nhân viên công ty hiện nay đã chuyên nghiệp chưa?
Thái độ phục vụ khách hàng của nhân viên chăm sóc như thế nào ? Vấn đề nào cần khắc phục ?
3. Khi anh (chị) có một vấn đề vướng mắc phát sinh, công ty có giải quyết kịp thời và ổn thỏa
không ? Khi anh (chị) cần khiếu nại, ai là người giúp anh (chị) giải quyết ?
4. Theo anh (chị), sự quan tâm chăm sóc đến từng cá nhân khách hàng của công ty đã thực hiện
đầy đủ chưa ? Liệu có công bằng cho tất cả mọi người không ?
5. Cảm nhận của anh (chị) về phương thức thanh toán hiện nay tại công ty ? Các hình thức thanh
toán có đa dạng không ? Quy trình thanh toán có nhanh chóng và hợp lý chưa ? Theo anh (chị)
công ty nên làm gì để khắc phục ?
6. Anh (chị) thấy dịch vụ tuyển dụng nhân sự IT cấp cao thực hiện tốt chưa ? Cần phải làm gì để
nâng cao chất lượng dịch vụ này ?

7. Dịch vụ mà công ty cung cấp hiện nay theo anh (chị) đã hợp lí và đầy đủ chưa ? Anh (chị) có
đề nghị gì cải tiến chất lượng dịch vụ mà công ty đang cung cấp không ? Theo anh (chị) trong
tương lai, công ty nên phát triển các dịch vụ nào ?
IV- CHẤT LƯỢNG DỊCH VỤ
1. Anh (chị) đánh giá như thế nào về chất lượng dịch vụ tuyển dụng nhân sự (Headhunter) tại
công ty ITNavi ?
2. Khi đưa ra quyết định mua dịch vụ, ngoài chất lượng dịch vụ tuyển dụng, anh (chị) còn quan
tâm đến các yếu tố nào?
V- GIÁ
1. Khi lựa chọn công ty để mua dịch vụ, anh (chị) có chú ý tới yếu tố giá cả của dịch vụ không?
Theo anh (chị) nó có tầm ảnh hưởng như thế nào khi lựa chọn dịch vụ?
2. Anh (chị) có hài lòng về giá cả tại công ty của anh (chị) mua dịch vụ không? Vì sao?
3. Anh (chị) thấy giá cả ở công ty ITNavi như thế nào so với các công ty Headhunter khác trên
thị trường ?
4. Theo anh (chị) giá cả có phải là yếu tố quyết định khi lựa chọn mua dịch vụ ở công ty không?
Vì sao?
5. Anh (chị) có sẵn sàng trả giá cao hơn để được sự an tâm khi mua dịch vụ ở công ty?
6. Khi có một chương trình quảng cáo hay khuyến mãi của công ty, điều đó tác động đến quyết
định mua hàng của anh (chị) như thế nào?
VI- Hình ảnh thương hiệu
1.Khi mua dịch vụ tại công ty ITNavi, hình ảnh thương hiệu có ảnh hưởng tới quyết định mua
của anh (chị) như thế nào?
2. Hình ảnh thương hiệu có phải yếu tố quyết định khi mua dịch vụ ở công ty ITNavi của anh
(chị) không? Tại sao?

CHAPTER 3: OVERVIEW OF ITNAVI COMPANY
3.1. Overview of ITNavi Company
Full name of the organization: VIET NAM ITNAVI JOINT STOCK COMPANY ( Công ty
cổ phần ITNavi Việt Nam).
Location: Number 3, AC building, lane 78 Duy Tan, HaNoi.
3.1.1. The Development of The Organization
Established in 2017, HRI is one of the leading companies in HR consulting and providing IT
talent in Vietnam. The Company's head office is in Hanoi, in addition, HRI Vietnam has
branches in other cities such as Tokyo, Osaka, and Ho Chi Minh City. Over the years, HRI
Vietnam is proud to be the bridge connecting a large number of IT candidates with employers,
meeting the recruitment needs of customers to the fullest. With a team of experienced
recruitment staff along with professionalism, creativity is one of the important factors to
establish an outstanding HRI - an indispensable partner of any business around the world.
gender. In the trend that the IT industry is thirsty for resources, HRI Vietnam has a noble mission
to reach the No. 1 position in providing resource solutions for domestic and international
technology markets. HRI believes, with all its efforts and enthusiasm.
ITNavi is an organization under VTI Group with more than 500 employees. Operating in 3
branches: Hanoi, Ho Chi Minh and Japan. ITNavi is a technology company specializing in
providing IT labor for large companies in Vietnam. ITNavi has become a bridge to strongly meet
the needs of Employers and Candidates, and at the same time pioneer in building career

orientation for Candidates. With the goal of becoming a leading website connecting talents in the
technology industry with businesses, ITNavi hopes to accompany the community to create a
product that has wide spread and brings value to the community. copper.
As the official representative of many leading companies in Vietnam, ITNavi always strives
to provide quality, reputable and competitive IT human resource supply services in the market.
3.1.2. Operating Fields
ITNavi Vietnam Joint Stock Company with 4 years of experience operating in the main field of
introducing and promoting trade. The main field of the company is Supply and management of
labor resources and is a consulting agency, introducing and brokering labor and employment.
Table 3.1 - Business Figure
Criteria 2017 2018 2019
Sales Revenue (billion VND) 105.89 114.72 120.15
Business Expense (billion VND) 104.34 113.15 118.43
Profit Before Tax (billion VND) 1.55 1.57 1.72
Profit After Tax (billion VND) 1.46 1.49 1.58
Source: ITNavi’s Business Department
5%
2%
5%
70%
18%
ITNavi commitment posting
service
Drifting news posting service
Service providing search
points
Headhunter Service
Uncommitted posting service

Graph: Sales Revenue Distribution (2019)
Source: ITNavi’s Business Department
According to the pie chart, Headhunter service contributes the most to ITNavi's overall sales
revenue, around 70%. Therefore, this is the most profitable high-level IT recruitment service at
ITNavi in terms of sales generated.
3.2. Mission, Vision and Core values
3.2.1. Vision
With the highest mentality, ITNavi will try to become one of the leading companies in supplying
IT human resources to the domestic market.
3.2.2. Mission
The mission of ITNavi towards 3 main goals. First, ITNavi provides the best quality service
based on professionalism. Next, the Company always hopes to become a reliable companion
when helping businesses have talents. At the same time provide the best places to work for
candidates. Finally, the most important mission is to become a solid bridge between candidates
and employers.
3.2.3. The company's core values
- Dedicated to customers:
Each member of ITNavi defines its mission as putting customers first. Prioritize interest, learn
the aspirations and desires of customers to create quality services to meet the needs. Always
share with a positive attitude, market and respond to customers promptly, professionally, civilly
and accurately at all times.
-Creating high quality service:
The Service is only brought to market with professional scrutiny, user refinement, and when we
believe in it.
- Love and support your teammates:
At ITNavi, every mem-ber is connected by love, trust, respect, sharing and support. This is how
we create a healthy, comfortable, civilized working environment that enhances productivity in
every job that an individual undertakes.
Enthusiastic about work. Each member of the Company constantly hones self-motivation skills
to achieve the set goals and plans. Turn work into a positive motivation, constantly passionate,
excited to conquer new challenges to have superior products. Connecting and inspiring members
through useful activities, timely training, exciting activities, community movements, internal
communication plans of the company. There is always a timely reward system for each product,
each stage, individuals, groups, etc. Building a strong team spirit.

- Honestly, frankly:
ITnavi always builds and upholds a culture of honesty and integrity! We consider it to be the
ethical standard that each individual aspires to. This culture helps us connect and trust each
other. And especially, it is the guideline for all activities of the Company towards customers.
3.3. Organizational structure
Figure: The Organization Structure of Early Start Joint Stock Company (Early Start Company
Human Resources, 2020)
As can be seen from the Figure 3.1, the head of the company is a CEO (Chief Executive Officer).
This position is held by the company's founder, Ms Nguyen Thi Hong. Below the CEO position
are the leaders of the 7 departments, respectively, the Finance department, the Business
Department, the Marketing Department, the Technical Department, the Human Resources
Department, and the Content Department.
In the Finance department, the leader of this department is a CFO (Chief Finance Officer). This
department is the most important for the survival of the company as they are controlling the cash
flow of the firm. Every department in the company often has to ask this department for the
budgets before doing new projects or campaigns. The mission of this department is to put data of
the transactions, analysis them, make solutions to control the cash inflow and outflow. Another
significant mission of this department is to audit. The Human Resources Department is the most
effective support department for the Finance department in controlling money for the company.
CEO (Chief Executive
Officer)
CFO CCO CMO CTO
Data
Audit
- Sale
operation
- Sale
development
- Outsource
- Customer
care
- Centralized
- Digital
Marketing
- Brand
Marketing
- Mobile
engineering
- System
engineering
- QA
- BA
- Recruitment
& training
- Admin
- Internal
communicatio
ns
- Accountant
- English
content
- Vietnamese
content
- Design
HR
Manager
Content
Manager

In the Business Department, the leader is the CCO (Chief Commercial Officer). The main
mission of this department is to sale the services and products which are Sale Operation and Sale
Development. Besides, there are some crucial missions that this department has to take. These
missions are Outsource, Customer Care, and Centralized Governance. The Business results of
this department will depend much on the Marketing Department who is responsible of bringing
targeted customers to the company. The Business Division consists of the IT human resource
supply service sales department, which is mainly responsible for the company's business targets.
The IT labor service business segment includes a recruitment consulting room and a career
consulting room, in which the recruitment consulting department has the function of contacting
customers who are businesses in Vietnam who are looking to recruit people to offer and provide
services. This is the department responsible for contacting, following up with businesses, getting
information about vacancies, and providing recruitment requirements to candidates. At the same
time, survey the feedback of businesses about candidates participating in the interview. Besides,
the Career Counseling Department is associated with customers who are candidates-job seekers.
The department will take the candidate's information, CV and support to train the candidate in
skills before participating in the official interview with the business. Therefore, these two
departments have a close relationship, always supporting each other to create a bridge between
employers and job seekers towards the goal of finding the right people, right jobs.
In the Marketing Department, the leader is the CMO (Chief Marketing Officer). This department
is responsible for planning, proceeding and executing activities involving in Digital Marketing
and Brand Marketing. This department also has to work with the Content Department to create
the Marketing campaigns content and co-operate with Technical Department in order to launch
the campaigns effectively.
In the Technical Department, the leader is CTO (Chief Technical Officer). The responsibility of
this department is to Engineer Mobile, Engineer System, Assure the Quality of the Software,
Websites (QA – Quality Assurance), and Analyze Business (BA – Business Analysis). They will
have to work closely with the Marketing and Content departments to be able to produce the best
quality products and services on Apps and Websites.
In the Human Resources (HR) Department, the header is the HR Manager. The missions of this
department are to recruit new employees, training all the staff in the firm about the company
culture, rules, salary, working places, using rooms and equipments and et cetera. The department
is also admin in the internal social network page of the firm. They are responsible for the Internal
Communication, in which they have to care, deal the problems of the internal staff and raise their
spirit in working and entertaining activities. Moreover, they will be in charge of paying salaries
to employees according to the company's regulations and work as an accountant before giving
the results to the Finance department at the end of each period.
In the Content Department, the leader is the Content Manager. This department has mission is to
create contents for the Applications and Websites. They will have to work with the Technical
Department so as to bring the content into the online platforms smoothly, and approach the

customers in the best way. In addition, this department has to co-operate with Marketing
department to create more ideas for serving customers and searching new targeting customers.
CHAPTER 4: RESEARCH RESULTS

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