Friday, 15:04 07-05-2021

The Reality of Library Access by the Students at the Academy of Journalism and Communication

News Friday, 15:04 07-05-2021

The survey with 300 students from second years to fourth years at the Academy of Journalism and Communication brought about key findings: time for reading books and documents under 1 hour/day; students have a preference for entertainment books such as short stories, novels, and comics, etc. to newspapers and magazines; there is a difference in the choice of reading space for study and entertainment and the majority of students come to the library to read the documents for their study and have the discussion and do group work; the percentage of students borrowing the books on the spot is higher than the percentage of those borrowing the books home. Although AJC has installed the electronic directory on the computer, students not using it account for 33.7 percent. The duration from 7.30 to 11.30 am has the most students at the library.


Source: Journal of Political Theory and Communications, no 9 (2019).

Pham Huong Tra - Hoang Quynh Le

Assoc. Prof., PhD, Academy of Journalism and Communication

Understanding customer gratitude: Definitions, antecedents, and consequences

Abstract: This paper provides a comprehensive review of customer gratitude literature, examining its conceptual foundations, antecedents (customer-focal and seller-focal), consequences (cognitive, affective, and behavioral outcomes), and identifying critical gaps to advance theoretical understanding and guide future research in relationship marketing. The review identifies methodological limitations including overreliance on quantitative approaches and cross-sectional designs. Future research should employ qualitative methods, longitudinal designs, and examine gratitude in diverse cultural and sectoral contexts, particularly educational services. This paper consolidates fragmented gratitude literature, provides integrated theoretical understanding, and offers a comprehensive research agenda. It advances relationship marketing theory by systematically mapping gratitude's nomological network and identifying critical directions for theoretical and empirical advancement across diverse contexts.