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- Tác giả: Châu Đỗ Ngọc Uyên
- Thông tin XB: Trường Đại học Ngoại thương, 2023
- Mô tả vật lý: 135tr.
- Tóm tắt: The author find the factors influencing flight booking decision via mobile apps, particularly among Gen Z residents in Ho Chi Minh City, Vietnam. She also seeks to identify critical touchpoints in the customer journey when purchasing flight tickets through mobile applications. Finally, the author provide recommendations for product innovations and marketing strategies to incentivize a greater number of individuals to book their flights via mobile apps.
- Từ khóa: Consumer behavior; Purchase behavior; Online shopping
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