Nghiên cứu các nhân tố ảnh hưởng đến giải pháp quản trị quan hệ khách hàng điện tử tại hãng hàng không quốc gia việt nam tt tiếng anh

MINISTRY OF EDUCATION AND TRAINING
FOREIGN TRADE UNIVERSITY

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SUMMARY OF PHD THESIS

STUDYING FACTORS AFFECTING TO
IMPLEMENT SOLUTIONS OF CUSTOMER
RELATIONSHIP MANAGEMENT AT VIETNAM
AIRLINES

Major: Business
Business Administration
Code number: 62.34.01.02 (New code no.: 9340101)

Nguyen Thi Khanh Chi


The thesis is completed at: Foreign Trade University

Science instructor:

Reviewer1:......................................................................................
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The research will be protected in front of the council meeting at..............................

LIST OF THE WORKS
1. Thực trạng quản trị quan hệ khách hàng điện tử (e-CRM) tại Hãng Hàng
không Quốc gia Việt Nam, Tạp chí Kinh tế đối ngoại số 105 (6/2018), tr.57-68.
2. The influence of service quality on customer satisfaction: a case of Vietnam
Airlines, Tạp chí Khoa học - Đại học Đồng Nai, số 9-2018, ISSN 2354-1482,
tr.24-37.
3. The empirical study about e-CRM: a case study of Vietnam Airlines, Tạp chí
Khoa học - Đại học Đà Nẵng, số 6(127).2018, ISSN 1859-1531, tr.51-55.


INTRODUCTION
1. Research background
Customer Relationship Management is an effective way to help corporate
executives address the problems of using technology, people, and processes in an
optimal way to capture. the nature of the benefits, behavior, value of the customer, and
the provision of value added services to the business. In the context of e-commerce
boom, CRM expands into e-CRM. E-CRM increases the ability to capture, integrate,
and distribute customer data obtained through E-Commerce transactions. As a result,
businesses gain valuable information about customer behavior to help them build and
develop a sustainable customer relationship. In particular, the aviation industry is an
important service sector connecting countries and regions, requiring activities to be
automated on the basis of technology and the Internet.
Therefore, the implementation of e-CRM solution is both inevitable, and is
mandatory.
First, globalization promotes economic, political and cultural exchanges
between countries and regions. As a result, the demand for transportation and travel of
customers is increasing, promoting e-commerce and integrating transactions, business
operations and customer information.
Second, the global demand for Internet users increased sharply. Therefore,

customers tend to find convenient services, saving time and money. As a result,
airlines are forced to automate transactions such as e-ticketing, e-ticketing, electronic
customer care, and integration of solutions to improve service quality and service.
Satisfaction of customers.
Third, the airlines in the International Air Transport Union are forced to move
data in the Aviation Alliance together to ensure that the process of passenger
transportation is safe, punctual and on schedule. Therefore, using e-CRM will help
airlines increase the number of flights, fill in seats on each flight and increase the
efficiency of aircraft operations.


Fourth, competition is more intense among airlines in the industry, and between
the aviation industry and other means of transport. So, airlines have tried to deal with
the challenges.
For the above reasons, the writer wishes to contribute a part to the development
of Vietnam Airlines, which is Vietnam Airline. Therefore, the writer wants to study the
topic "Studying factors affecting e-customer relationship management solution at
Vietnam Airlines" to find out the factors influencing implementation of e-customer
relationship management solution at the national airline of Vietnam.
2. Research question
a. What factors influence the deployment of e-CRM solutions in aviation?
b. What level of e-CRM solution is deployed by e-CRM?

c. Measures to implement successful e-CRM solution at Vietnam Airlines?
3. Research objective
The objective of the thesis is to study the factors affecting the deployment of ecustomer relationship management in aviation; From there, the proposals are made on
the basis of overcoming, utilizing and promoting the factors that help Vietnam Airlines
deploy successful e-CRM solutions.
4. Research object and scope
The object of the thesis is to implement e-customer relationship management

solution at Vietnam National Airlines. The thesis also investigates the successful
implementation of e-CRM solutions in five airlines in the world.
The dissertation focuses on the operational environment of Vietnam. In
addition, we will study e-CRM solutions deployed by five global airlines (USA,
France, the Netherlands, China and Thailand) and study the level of e- , from which
solutions for Vietnam Airlines completed the implementation of e-CRM solutions.
The study period of the thesis is composed of theoretical research as well as the
factors affecting the implementation of e-CRM solutions from the mid-1990s to 2018,
e-CRM at Vietnam Airlines from 1993 to 2018, and a proposal to complete the e-CRM
solution for Vietnam Airlines from 2018 to 2030.
5. Research methodology
The thesis investigates factors influencing the deployment of e-CRM solution in
VNA from the theoretical to the practical to fulfill the task and achieve the research


objectives set. Therefore, the research methodology is a combination of two qualitative
research methods and quantitative research. Qualitative research aimed to synthesize
factors affecting the deployment of e-CRM solutions in aviation. Based on qualitative
research results, quantitative research was conducted to identify the direct (indirect)
factors and to determine the influence of factors; thereby overcome, exploit and
promote the factors affecting the deployment of e-CRM solutions in the National
Airlines of Vietnam. Accordingly, based on the results of quantitative analysis as well
as associated with the implementation of e-CRM solution in VNA, a number of
proposals were made for VNA to implement e-CRM solution successfully.
6. Research space
First, previous studies have addressed various aspects of CRM and e-CRM
deployment in many different business areas. However, the topic of implementing eCRM solution is still improving and developed by ever-changing information
technology and also due to differences in different business lines.
Secondly, there is no research on the factors that affect the deployment of eCRM solutions in the specific aviation industry, but only in the research of CRM and
e-CRM solutions in general, and research. E-commerce applications in the aviation

sector in particular, as well as the application of IT in different business lines.
Third, there are different e-CRM solutions for different business lines. Especially in
the aviation industry, software deployment e-CRM solution is new because the
deployment of solutions requires the integration of both business processes and
management information systems.


CHAPTER 1: THEORETICAL PRINCIPLES ON MANAGEMENT
SOLUTIONS FOR E-COMMERCE RELATIONSHIPS IN AVIATION SECTOR
I.1 Concept of e-CRM solution
At present, there are different views on the concept and scope of coverage as well
as the operation of e-CRM. Moreover, each different business type also has different eCRM software applications such as e-CRM for education, e-CRM banking, e-CRM
transport, e-CRM retail, e-CRM. - Commercial CRM, e-CRM Real Estate, e-CRM for
Human Resources, e-CRM distribution. Not all e-CRMs are created exactly the same
and e-CRM best suits the business depending on the needs and information systems of
the business. Therefore, the e-CRM approach to e-CRM is a comprehensive solution
for customer relationship management.
Accordingly, the research scope of the thesis considers e-CRM solution as a
combination of process, technology and human resources to develop relationship. be
consistent with the customer, increase customer loyalty and achieve organizational
goals. First, the process is to manage all aspects of business interactions with
customers, including customer acquisition, customer relationship development, sales,
and service provision. Businesses use information about customers effectively to
develop and implement business strategies to meet the specific needs of each target
customers. The process follows the steps from planning to implementation. test and
evaluation. Secondly, technology is demonstrated through the use of information
technology to support customer relationship management such as finding new
customers, maintaining and developing loyal customers. Third, manpower includes
organizational leaders, project execution teams and users. Based on the plan and
strategy of customer relationship management, business leaders in general and airline

leaders in particular set up project implementation teams, often including chief
information officer, director, and personnel. Members with departments of commerce,
services, capital, marketing. The project team and the consultant will carry out the eCRM project. The project implementation team includes feasibility analysis, e-CRM
technology selection, e-CRM technology supplier identification, e-CRM system
installation and integration with other systems, trial deployment. The final solution is
the official deployment and user guide support.
The e-CRM solution in the aviation industry is to deploy a combination of process,
technology and human resources to manage relationships with customers, develop


relationships with customers. , increasing customer loyalty and achieving the goal of
the airline. This deployment is a combination of process, technology and human
resources. Processes follow steps from planning, implementation and evaluation. To do
well, there needs to be a good team working with the help of information technology.
The deployment of e-CRM solutions in the aviation industry differs from other
business lines (from process, technology and human resources) because the industry is
unique in its business.
Deploying the e-CRM solution is considered successful only if the deployment
adds value to both the airline and its customers. The results of Chang et al. (2005),
Chen and Ching (2004), Gable et al. (2008) found that the success of the solution was
measured according to financial ratios such as profit growth revenue, market share,
cost reduction; or according to marketing indicators such as satisfaction, loyalty of
customers. First of all, the added value for customers will be more benefits such as
cheaper access, rewards as well as price discounts, more flexible time, more choices,
and more. Meet all your needs everywhere. Second, value added for airlines such as:
Satisfy customer demand and increase loyalty; Improve business efficiency (more
ticket sales, increased flight volume, higher sales) and management (better customer
management, better information and database security, staff management more
effective and have better communication tools); Create links with partners (travel
companies, hotels, seminars).

1.2 Purpose and implementation phases of electronic customer relationship
management
1.2.1 Purpose
In addition to goals such as cost reduction, building and developing customer
relationships with CRM; The e-CRM solution in the aviation sector has three specific
objectives: improving service quality, creating value, and increasing collaboration in
the aviation industry. The three goals are to increase the level of customer satisfaction,
increase customer loyalty, and increase conversion rates from potential customers to
loyal customers. As a result, the airline will increase its purchase value, increase its
competitiveness due to differentiation in service and customer care, increase
profitability and net profit margin.
1.2.2 Implementation phases
The implementation of e-CRM solution has various forms of implementation such
as e-CRM strategy (Strategic e-CRM), e-CRM operations (Operational e-CRM), e-


CRM analysis (Analytical e- CRM) and e-CRM (Collaborative e-CRM). However, in
order to implement a comprehensive e-CRM solution, it is necessary to have a strategy
for implementation, then to operate, analyze and finally to coordinate with the business
partners. According to Kotorov (2002), the structure of enterprise e-CRM solutions is
divided into two parts, namely (1) from the perspective of the manager (strategy and
organization of operation, analysis and coordination) , (2) from the customer's
perspective (customer satisfaction, value added from the product / service). So in the
aviation industry, e-CRM deployment will go through four stages, e-CRM strategy, eCRM operations, e-CRM analysis and e-CRM coordination..


CHAPTER 2: RESEARCH METHODOLOGY AND MODEL
2.1 A combination of factors influencing the implementation of e-CRM solutions
in the aviation industry of Vietnam
Based on the theoretical overview, there are 19 factors that influence the

implementation of the e-CRM solution, including (1) e-CRM Strategy, (2) customer
orientation, (3) (4) Organizational Structure, (5) Role of Senior Leaders, (6) Project
Team, (7) Users, (8) Technology Infrastructure, (9) (10) System Integration, (11)
Corporate Culture, (12) Knowledge Management, (13) Internal Marketing, (14)
Appropriateness of the Solution, (15) Business Processes , (16) implementation
experience, (17) employee satisfaction, (18) effectiveness, (19) control of
implementation. And there are 3 factors that measure the results: (1) Customer
Effectiveness, (2) Financial Results, (3) Marketing
Based on the characteristics of airline industry and the case study of the five eCRM deployments of airlines in the world, the thesis summarized 16 factors, including
(1) (2) senior management, (3) qualified staff, (4) project team, (5) consultant, (6)
knowledge management, (8) Information Technology, (9) Employee Satisfaction, (10)
Data Processing, (11) Customer Orientation, (12) Internal Marketing (13) Air Culture,
(14) Implementation Experience, (15) System Integration, (16) Implementation
Control. And there are 3 factors that measure the results: (1) Customer Effectiveness,
(2) Financial Results, (3) Marketing Results. And the measure of the customer in this
case study case is the inside of the business.
Based on the 16 factors that were studied and synthesized in qualitative
research. In the expert interview in Vietnam, the thesis summarized eight factors
affecting the implementation of e-CRM solution in Vietnam aviation sector, including
(1) e-CRM Strategy, (2) Project Team, (3) Organizational Factor, (4) Information
Technology, (5) Data Processing, (6) Customer Orientation, (7) Knowledge
Management, (8) declare. And two factors that measure the results of the
implementation are (1) Financial results and (2) Marketing results. Therefore, based on
the eight factors affecting the deployment of e-CRM solutions in the aviation industry
in Vietnam, the thesis proposes a research model for Vietnam National Airlines in the
next section.


2.2 Research model and methodology
2.2.1 Research model

From the qualitative research results to the influencing factors summarized
through case studies, case studies and expert interviews, the thesis studied eight
influential factors, including (1) e-CRM, (2) Project Team, (3) Organizational Factor,
(4) Information Technology, (5) Data Processing, (6) Customer Orientation, (7) (8)
implementation control. And two factors that measure the results of the
implementation are (1) Financial results and (2) Marketing results. However, among
the influencing factors, there are direct factors, which indirectly affect the
implementation of e-CRM solution in VNA. Direct impact is considered to have a
direct impact on the deployment of e-CRM solutions; Meanwhile, indirect impact is
considered to have an impact on e-CRM implementation in the VNA, but not directly
affected but through other factors. In the case study, case studies as well as expert
interviews, influencing factors were generally identified but no direct or indirect
effects were identified. Therefore, in this thesis, both direct and indirect effects are
considered and included in the research model. From the eight influential factors
summarized above, the thesis considers these eight factors in the research model.
2.6.2 Questionnaire design
Based on a set of scales for influencing and measuring with 48 scales forming
48 key questions in the survey, there are also five sub-questions related to personal
information. Therefore, the thesis has 53 questions and is divided into 3 parts as
follows:
• Part 1 is the personal information part of the questionnaire
• Part 2 is an e-CRM implementation that includes 37 questions
• Part 3 is a section on factors that successfully implemented e-CRM in Vietnam
Airlines, including 11 questions.
The research use 11- Likert Scale scale, which is a scale from zero (completely
dissatisfied) to average (no idea whatsoever) and to the highest score (complete
satisfaction) for Questions in Sections 2 and 3 of the survey instead of the Likert Scale
5 or 7 for the following reasons: First, scale 11 looks at the respondent's response level

more accurately and outputs The results are more detailed than the 5 and 7 scale.
Second, the scale from point 0 to point 10 is more appropriate for the respondent than
the surveyor is familiar with the scoreboard from 0 to 10. Third gives more accurate
conclusions when analyzing CFA and SEM in thesis. SEM in AMOS uses the
Maximul Likelihood method more suited to continuous variables (values from 0 to 10
are considered continuous variables in the scales).
2.6.3 Research sample
The survey was sent to 300 participants including VNA executives and staff in
two forms: direct and online survey
2.6.4 Data analysis method
The thesis investigates factors influencing the implementation of e-CRM
solution in VNA, but it is unclear which factors directly or indirectly affect. Therefore,
the thesis uses CFA and SEM analysis based on AMOS software SPSS 20.0 for data
analysis, to make conclusions about the Factors influence and influence of these
factors on the implementation of e-CRM solutions in VNA. Data analysis methods
include: descriptive statistical analysis, Cronbach's Alpha reliability analysis, Pearson
correlation analysis, EFA discovery factor analysis, CFA and SEM analysis.


CHAPTER 3: RESEARCH RESULTS
Through the qualitative research method, first of all is theoretical overview, the
thesis has synthesized 19 factors affecting the deployment of e-CRM solution. Next,
studying the five scenarios of airlines in the world, the thesis draws 16 influential
factors in aviation. Finally, expert interviews have wrapped up eight factors that affect
the deployment of e-CRM solutions in Vietnam's aviation industry and two factors that
measure the results of implementation, namely, National Airlines Vietnam Airlines.
Quantitative research methodology quantifies the factors proposed in the research
model based on the assessment of the factors that influence or not influence, indirect
or direct influence, influence or At least influence and rate of influence. Specific
research results are summarized as follows:

The survey was conducted with a sample of 300 executives from the VNA,
however, the response rate was only 80.33% with 241 votes. The proportion of men
surveyed is higher than that of women, and is predominantly in the 31 to 40 age group,
with the majority of college graduates. The Cronbach 'Alpha analysis helps to test the
reliability of 47 scales. The results showed that 47 variables observed in 11
components in the study model were of acceptable reliability with a coefficient of
correlation of> 0.3 and a Cronbach 'Alpha coefficient > 0.6..
Factorial Exploratory Analysis (EFA) extracted 7 groups of factors converging
into 7 groups of factors in the proposed model, namely KH (KH1, KH2, KH3, KH4,
KH5, KH6), QT1, QT2, QT3, QT4, DL (DL1, DL2, DL3, DL4), IT (IT1, IT2, IT3,
IT4) CL (CL1, CL2, CL3) and DA (DA1, DA3, DA4); It eliminates KS group with 4
observation variables (KS1, KS2, KS3, KS4) and CL4 observation variable. Next, the
assay factor (CFA) was performed to test the remaining 31 observations representing
seven groups of factors. The results show that the second CFA test model is suitable
for market data when the DA4 is removed; Among them, TLI = 0.925, CFI = 0.933,
GFI = 0.805, Chi-square / df = 1.662 (<2), especially RMSEA = 0.053 improved
<0.08. Customer Oriented Components (TC), Knowledge Management (QT), Data
Processing (DL), Information Technology (IT), Strategy (CL), Project Team (DA) are
unidirectional because there is no correlation between the errors of the observed
variables. The results show that the AVE variance of each factor is standard and


acceptable, since the value is greater than 0.5. Therefore, the factors (KH, TC, QT, DL,
IT, CL, DA, TK, FI, MA).
Finally, the Chi-square / df model is 2,252 <5, the GFI is 0.806, the TLI is
0.900, the CFI is 0.910 and the RMSEA is 0.072. . The four variables KH, TC, QT, IT
are statistically significant because of the sig value. Less than 0.05 (0.000, 0.008,
0.037, 0.025, respectively). Both FI and MA variables are also statistically significant
because of the Sig value. is less than 0.05. The four IT, QT, TC and KH factors are
directly influencing the deployment of e-CRM solution in VNA (0.074, 0.054, 0.083,

0.904 respectively) and KH is the most direct impact to TK. The results of the third
SEM analysis showed that the DA, CL and DL factors had a positive and indirect
effect on the implementation of e-CRM solution, with a standardized regression
coefficient of 0.208, 0.388 , 0.104. In particular, the strategy (CL) is indirectly positive
toward the TK is greater than the other two factors. In addition, the model also shows
that all seven factors of DA, CL, DL, IT, QT, TC and KH have an indirect and positive
impact on the implementation of e-CRM solutions in finance and marketing. The In
particular, KH has the strongest indirect impact on MA and FI compared to the other
six factors.
Of the eight influential factors proposed in the research model, four factors
directly affect the autism spectrum, and the three factors that have direct and indirect
effects on the autism spectrum. The four drivers are Customer Oriented, Organization,
Knowledge Management and Technology that directly and directly influence the
implementation of e-CRM solutions; At the same time, it has positive and indirect
impact on the implementation of e-CRM solutions in terms of Finance and Marketing
of Vietnam Airlines. Three Data Processing Elements, Project Teams and Strategies
have a positive and indirect impact on the implementation, but also indirectly on the
results of Finance and Marketing. Deploying e-CRM solutions has a direct and
positive impact on the results of finance and marketing activities. In particular,
customer orientation is the most influential factor both directly and indirectly to TK, FI
and MA. The hypotheses H1, H2, H3, H4, H6, H7, H9 and H10 were tested, while the
remaining H8 was not suitable due to KS factor (Control) was excluded from the study
model.


The study found the seven factors affecting the implementation of e-CRM
solution in Vietnam Airlines, including four direct factors (KH, TC, IT, QT) and three
indirect factors (DA, DL, CL). The impact of Data Processing (DL) on information
technology (IT) and organization (TC) when deploying e-CRM solution in VNA
shows whether the use of data well and for the right purpose will or will not Influence

organizational factors and use technology. The impact of the project team (IT) and
customer orientation (KH) on the project team shows that the role of the project team
primarily affects technology and customer orientation without affecting the Other
issues when deploying e-CRM solutions. At the same time, Strategy to implement
solutions (CL) only affects customer orientation (KH) and knowledge management
(QT), so the impact of the strategy has not covered the problem. about people and
technology in VNA. In addition to the direct and indirect impact on the
implementation of e-CRM solutions in VNA, there are indirect effects between the
seven factors affecting the results of Finance and Marketing.


CHAPTER 4: RECOMMENDATION
4.1 Recommendation for Vietnam Airlines
The deployment of e-CRM solutions in Vietnam Airlines has a positive impact
on the Finance and Marketing. At the same time, the good implementation of each
factor such as Customer Orientation, or Organization, or Technology, or Knowledge
Management, Project Team, Data Processing and Strategy when deploying e-CRM
solutions. brings added value to both customers and Vietnam National Airlines. In the
survey statistics of the survey participants, the level of solution implementation of
VNA is quite good (reaching the average score> 7.0), the impact on financial results
and marketing is quite good (both achieved average level> 7.0). Statistical scales are
also good to medium. Thus, the evaluation of leaders and staff of VNA on the
deployment of e-CRM solutions are quite good. However, VNA's implementation of eCRM solutions is at an early stage (operational phase), but has not yet been fully
implemented (analysis and coordination)..
Therefore, in order to fully implement the e-CRM solution and take advantage
of the e-CRM solution's benefits, the thesis proposes the following scheme to help
VNA implement the solution. Complete e-CRM and success.. Recommendations: In
terms of organization, information technology, knowledge management, e-CRM
strategy development, data processing and implementation team are well implemented,
customer orientation will be more successful. In addition, suggestions for developing

an e-CRM strategy, data processing, and deployment team will provide a foundation
for implementing organizational, information, knowledge management and strategic
initiatives. customer orientation.
The above is the whole suggestion for VNA, as well as the proposed diagram
for other airlines of Vietnam when deploying solutions for customer relationship
management electronically. Suggestions are coordinated and linked together, forming a
consistent set of proposals for the VNA. Consistency implies that the propositions are
interrelated, interacting, supporting, and facilitating effective customer orientation.


4.2 Recommendations for government
Firstly, the state should have a centralized policy, creating a legal framework to
support the implementation of information technology systems of the airlines of
Vietnam. In addition, the state should also build a legal corridor that ensures data
sharing, electronic identities and data privacy. At present, the State has issued the Law
on Electronic Transactions and Civil Aviation Law. However, there is no specific
regulation on data sharing and data confidentiality for the aviation industry. Besides,
the Law on Civil Aviation also does not detail the database, data sharing and
information system applications. Therefore, the improvement of the regulatory
environment through the revision of the law, or the enactment and implementation of
subordinate legislation to regulate aviation activities in accordance with national law
and practice. When deploying technology-related solutions, data sharing and data
security.
Secondly, in order to facilitate the smooth and smooth trading of aviation
between airlines and customers; The state should implement the non-cash payment
scheme and continue to improve the legal basis related to electronic payment. The
Government should promote communication and education activities, promote
publicity, propaganda and dissemination of guidance throughout the society to make
electronic payment become a familiar means of payment. In particular, it is necessary
to promote the provision of public services such as e-customs and exit / entry

procedures.
Thirdly, the state should actively cooperate in electronic transactions with other
countries and international organizations to promote cross-border electronic
transactions and non-paper trade. Specifically, the government can coordinate with
APEC members to perfect and harmonize the legal framework for electronic
transactions of APEC economies in order to facilitate cross-border electronic
transactions in the region..
Fourth, the government should issue circulars or sub-law documents to
supplement and clarify matters in the Civil Aviation Law of Vietnam. The addition of
subordinate legislation will overcome the overlapping state management of aviation
and consistency in the management of the Ministry of Transport, Aviation


Administration and Port Authority. In addition, enhanced co-ordination of flight
operators to improve the efficiency of airport operations, minimizing delays due to
flight operations, measures, as well as equipping facilities to create It is convenient for
airlines and passengers to carry out procedures at airports, reform of administrative
procedures at Vietnam's airports, the expansion and upgrading of Tan Son Nhat
Airport, Security of aviation at airports.
Fifthly, the regulator should agree and have a document on the management of
prices and charges at the airports of Vietnam, the problem of ensuring security and
aviation must be strictly managed. In addition, it is necessary to upgrade the
infrastructure at Tan Son Nhat and Noi Bai airports in the near future and increase the
capacity of these airports. In addition, the reform of administrative procedures in the
direction of a door to facilitate international airlines to travel to / from Vietnam.
As such, state management agencies should soon have a roadmap to carry out
repairs and upgrades of infrastructure and equipment at airports to facilitate passenger
and airline operators. International to / from Vietnam.
4.3 Research contribution
Research has some new points:

First, a new point in researching the factors affecting the successful deployment
of e-CRM solutions. There are no specific studies on this issue.
Second, a new point of view on factors affecting the successful deployment of
e-CRM solution at Vietnam Airlines.
Third, the thesis also determines how the e-CRM solution impacts on the
marketing and finance of Vietnam National Airlines.
Research has contribution:
Academic, theoretical study of e-CRM solutions and implementation of e-CRM
solutions. Studying and developing a framework for analyzing the factors affecting the
implementation of e-CRM solutions and the impact of their implementation on VNA's
marketing and finance. Studying the implementation model of e-CRM for VNA
airlines in particular as well as assessment criteria, scale and questionnaire for this
model.
In practice, the research finds the factors that influence and determines the
importance of each factor affecting e-CRM implementation. In addition, the study also


assessed the impact of the implementation of e-CRM solution on the marketing and
finance of the airline. Finally, the study will offer suggestions to airlines in general to
improve the implementation of e-CRM solutions in the future..
4.4 Research limitation
Firstly, limitations on the scale design and survey: the scale in the thesis is 52
sentences, so the questionnaire is relatively long for respondents. Moreover, although
the data collected was reliable, the process of questionnaire submission was very
difficult and time consuming.
Second, sample size limit: The sample size was 300 observations, so the sample
was not covered by the questionnaire, which was distributed only to leaders / staff
directly involved in the implementation of the solution. e-CRM, which has not yet
been surveyed for leaders / employees that have an indirect impact on the solution
system.

Third, impact factor limitation: During the review process, the author may have
overlooked some of the other factors that affect the implementation of the e-CRM
solution. In addition, the thesis has only interviewed 7 experts who have not done
more such as not interviewed experts in the field of providing other technology
solutions, nor have interviewed experts of Vietjet Air or Pacific Airlines.
Fourth, application restrictions for other professions: the thesis only focuses on
the assessment of Vietnam Airlines alone, although the thesis results can be applied to
the entire Vietnam aviation industry, the research results The thesis may not be suitable
for all other industries such as retail, garment or other industries.
Fifthly, limitations on research methods: after conducting statistical analysis in
quantitative research, the author has not conducted additional qualitative research
through a second in-depth interview to assert hypotheses. Research has been verified.
Sixthly, limitations on the proposals / recommendations given: the thesis has
not concretized proposals and recommendations to create a clear corridor for
Vietnam's aviation industry.


CONCLUSTION
The thesis investigates the factors affecting the deployment of e-CRM solutions
in Vietnam National Airlines with the aim of proposing solutions based on
remediation, utilization and promotion of influencing factors. Vietnam Airlines
successfully implemented e-CRM solution. And to achieve the research goal, research
tasks have been carried out throughout the four chapters of the thesis.
The rationale for e-customer relationship management solution and the
deployment of e-customer relationship management solution have been synthesized.
Based on that, the thesis has identified eight factors influencing the implementation of
e-customer relationship management in aviation, based on case study and expert
interview. Prior to conducting quantitative research, the thesis also presents the state of
implementation of e-CRM solution at Vietnam National Airlines. The survey for
quantitative research was conducted and the results of quantitative analysis showed

that in the eight factors of influence, there are four factors (customer orientation,
organization, information technology and knowledge management). Directly
implement e-CRM solution, and three factors (Strategy, Data Processing and Project
Team) indirectly affect the implementation of e-CRM solution. At the same time, the
research results also show that the implementation of the solution directly affects the
financial results and marketing of VNA.
From there, the thesis proposes the suggestions based on the research results as
well as the actual situation VNA is operating e-CRM, in which suggestions related to
customer orientation, organization, information technology information, knowledge
management, deployment strategy, data processing and e-CRM implementation team.
Implementing e-CRM successfully will give VNA many benefits to create a stable
customer relationship, create value and improve business efficiency. In particular,
VNA will have more sustainable business links with other businesses such as
restaurants, hotels, tourism, event companies..