IMPACT OF REGIONAL LINKAGE ON FDI FIRMS SATISFACTION IN LONG AN PROVINCE: THE ROLE OF LOCAL MARKETING AS A MEDIATOR

Abstract

This study investigates the impact of regional linkage on FDI firms satisfaction in Long An province with the role of local marketing as a mediator. It uses both qualitative and quantitative research. The qualitative research is carried out through focus group discussions with 10 owners or export managers of FDI firms. The quantitative research is conducted through direct interviews with 491 managers of FDI firms in Long An. Empirical results investigated the relationship between local marketing, regional linkage, destination image, and FDI firms satisfaction. The results show the following: FDI firms satisfaction is affected by local marketing (with Beta = 0,223), regional linkage (with Beta = 0,238); and (ii) local marketing is affected by regional linkage (with Beta = 0,367). However, the research subject has certain limitations: (i) the study was only conducted in Long An, (ii), the study did not consider the spatial correlation between Ho Chi Minh City, Tien Giang and Long An linked regions.