DSpace at VNU: A study on customer relationship management of ILA

A study on customer relationship management
of ILA
Nguyễn Thị Thanh Tú

Khoa Quản trị Kinh doanh
Luận văn Thạc sĩ ngành: Quản trị kinh doanh; Mã số: 60 34 05
Người hướng dẫn: TS. Trần Đoàn Kim
Năm bảo vệ: 2011

Keywords. Quản trị kinh doanh; Quản lý tiếp thị; Khách hàng; Quan hệ khách hàng
Content
TABLE OF CONTENTS

ACKNOWLEDGEMENT ...................................................................................................... i
ABSTRACT ........................................................................................................................... ii
TÓM TẮT ............................................................................................................................. iv
TABLE OF CONTENTS ...................................................................................................... vi
LIST OF FIGURES ............................................................................................................ ix
LIST OF TABLES ................................................................................................................. x
INTRODUCTION ................................................................................................................. 1

1.

The thesis title............................................................................................................ 1

2.

The thesis necessity ................................................................................................... 1

3.

Objectives .................................................................................................................. 1

4.

Scale of sample .......................................................................................................... 2

5.

Type of research ........................................................................................................ 2


6.

Research approach ..................................................................................................... 3

7.

Data sources and Processing ..................................................................................... 3

8.

Research method ....................................................................................................... 3

9.

Research questions .................................................................................................... 3

10. Significance ............................................................................................................... 4
11. Limitations ................................................................................................................. 4
12. Expectation .............................................................................................................. 4

13. Disseminations ......................................................................................................... 4
14. Follow-up ................................................................................................................. 5
15. The thesis structure .................................................................................................. 5
CHAPTER 1. LITERATURE REVIEW ............................................................................. 6
1. Conception of Customer relationship ............................................................................ 6

1.1 Root of relationship ................................................................................................. 6
1.2 Characterize of relationship..................................................................................... 7
1.3 Relationship - value of company ............................................................................. 8
2.

Customer relationship management (CRM) .............................................................. 11

2.1 Definition of CRM ................................................................................................ 11
2.2The use of CRM during times ................................................................................ 12
3. The importance of CRM toward corporations ............................................................... 14

2.2 Benefit of CRM ..................................................................................................... 14
2.3 CRM success factors ............................................................................................. 16
4. Basic model of CRM……………………………………………………………….17
CHAPTER 2. ANALYSIS AND ASSESMENT ON CUSTOMER RELATIONSHIP
MANAGEMENT AT ILA ................................................................................................. 31

2.1 About ILA .................................................................................................................. 31


2.1.1 Introduction about ILA ...................................................................................... 31
2.1.3 ILA principle ..................................................................................................... 32
2.2

Assessment on Customer relationship management in ILA.................................. 34

2.2.1 Research method description ............................................................................. 34
2.2.2 Description of the Research process.................................................................. 35
2.2.3 The research survey and results ......................................................................... 37
2.2.4. Interview result .................................................................................................. 44
2.2.5 Report research ................................................................................................... 47
2.2.6. Current loyal programmes ................................................................................. 51
CHAPTER

3

RECOMMENDATIONS

TO

IMPROVE

THE

CUSTOMER

RELATIONSHIP MANAGEMENT AT ILA ....................................................................55

3.1 CRM - Training programme for ILA people - Create a CRM view....................... 55
3.2 Improve Customer relationship software ............................................................... 58
3.2.1 It is not necessary to use complicated solution when simple solution does

58

3.2.2 Employees at all level can collect information ....................................................58
3.2.3 Tools should be customer-employee friendly .....................................................59
3.2.4 Report data need to be used, use data reported....................................................64
3.3. Applying CRM model in improving CRM in getting, maintain and growing
customers .............................................................................................................. 66

3.3.1 CRM in getting and growing customers activities ..............................................66
3.3.2. CRM in maintaining customers - Building relationships ...................................70

3.3.3 Privacy .................................................................................................................76
3.3.4 Metric for measuring the success of CRM ..........................................................77
CONCLUSION .................................................................................................................79
APPENDIX .......................................................................................................................80


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1
1

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1

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McGraw-Hill, 2001).