Abstract

The main aim of the research paper is to develop a conceptual model for services firms in Vietnam. This model will helps to achieve our research objectives by assessing the resources necessary for service quality improvement as a competitive advantage strategy inside the company, the role of soft factors (human resources factors) for service quality improvement, and critical solutions relating to business operating and management strategy of the company. The arguments are based on the resource based view theory and review of literatures in regional countries. This coming research will be an in-depth qualitative study using content analytic approach.

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