Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


The Empirical Study on Seafood Export Performance in the Mekong Delta, Vietnam

Author(s): Vu Nguyen Thanh, Hiep Phuoc Minh, Liem Nguyen Thanh, Duc Phan Minh, Nhan Vo Kim

Purpose: The purpose of this paper is to define some dominant factors on the performance of seafood export companies in the Mekong Delta in Southern Vietnam conducted by the empirical study. Methodology: This study has been combined qualitative and quantitative research methods. Qualitative research method has been conducted by interviewing 10 exporters and economics experts to modify observational variables that have been used to measure research concepts. Quantitative research has been conducted through direct interviews more than 305 exporters in the Mekong Delta in Southern Vietnam by convenient sampling using a detailed questionnaire to test model and research hypotheses. Collected data was evaluated by means of Cronbach's Alpha reliability analysis, EFA, CFA, and SEM to test and verify suggested models and hypotheses. Result and Conclusion: The results show that: (i) export performance is affected by export marketing strategy, characteristics and capabilities, industry characteristics, management characteristics, relational factors, domestic market characteristics, and foreign market characteristics; (ii) export marketing strategy is affected by characteristics and capabilities, management characteristics. However, the research subject has certain limitations: (i) due to limited resources in conducting research, the sample size consisted of 305 seafood firms; (ii) This study conducted the sampling technique of using direct interview methods from respondents.