CUSTOMER COMMUNICATION CULTURE IN COMPETITOR GEOGRAPHIC CONCENTRATION: A CASE-STUDY IN VIETNAM
This article analyzes the manifestations of customer communication culture through traditional business forms (such as craft villages) and modern business forms (such as e-commerce platforms). It highlights significant changes in the communication culture of small businesses and companies. These changes demonstrate that the digital economy is a strong driver for evolving customer communication culture in particular and business culture in general in Vietnam. The research also proposes recommendations to promote customer communication culture for traditional products that embody Vietnam’s cultural identity and advantages.
Customer Communication Culture, Competitor Geographic Concentration, Business Culture.