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.. ANALY

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

References

1

Sheaves, Daphne E and James G.Bamers "The fundamentals of Relationships: An exploration of the concept to guide marketing implementation" Advances in Services marketing and management, Vol 5., eds Teresa A Swartz, David E Bowen and Stephen W.Brown, London, JAI Press Inc

1

Katherine Lemon, Don Peppers, and Martha Rogers, PhD, "Managing the Customer Lifetime Value: The role of learning relationships," Peppers & Rogers Group white paper series, 1998

1

Don Peppers and Martha Rogers, "Managing customer relationships: A strategic frame work", Published by John Wiley & Sons, Inc., Hoboken, New Jersy, 2004, p.36

1

Peter F.Drucker, "The practice of management", Published by Elsevier Ltd, 2007, p.31

1

Don Peppers and Martha Rogers, "Managing customer relationships: A strategic Framwork", Published by John Wiley & Sons, Inc., Hoboken, New Jersey, p.17 1 Micheal Treacy and Fred Wiersema, "The discipline of market leaders", published by Perseus, 1995

1

George S.Day, "Market driven strategy: process for creating value", Published by Free Press, 1999

1

Don Peppers and Martha Rogers, "Managing customer relationships: A strategic frame work", Published by John Wiley & Sons, Inc., Hoboken, New Jersy, 2004 1 Lucy P Roberts, article on the "The History of CRM", Evaluseek Publishing 1 Kristin Anderson and Carol Kerr, "Customer relationship management", McGraw- Hill, 2002

1

Russell S Winer, "A framework for Customer relationship management", California management review, 2001 1 Don Peppers and Martha Rogers, The One to One Future, (New

York: Doubleday, 1993), Ch.4

1

Valarie A Zeithaml, Roland T Rust, and Katherine N Lemon elaborate on this section in their paper, “The Customer Pyramid: Creating and Serving Profitable Customers,” published

in this issue

1

Peppers and Rogers, op.cit

1

Seth Godin, Permission Marketing, (New York: Simon & Schuster, 1999)

1

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1

Don Peppers and Martha Rogers, "Managing customer relationships: A strategic frame work", Published by John Wiley & Sons, Inc., Hoboken, New Jersy, 2004 1 See also Grahame R Dowling and Mark Uncles, “Do Customer Loyalty Programs

Really Work?” Sloan Management Review, Summer, 1997, pp.71-81, and Werner J

Reinartz and V Kumar, “On the Profitability of Long-Life Customers in a

Noncontractual Setting: An Empirical Investigation and Implications for

Marketing,” Journal of Marketing, October, 2000, pp.17-35

1

Adrian J Slywotsky, “The Age of the Choiceboard,” Harvard Business Review,

January-February,2000, pp.40-1

1

Carl Shapiro and Hal R Varian, Information Rules, (Cambridge, MA: Harvard Business

School Press, 1999)

1

Jay Stanley, “The Internet’s Privacy Migraine,” Forrester Research, Inc., May, 2000

1

Donald R Lehmann and Russell S Winer, Product Management, 3rd ed., (Burr Ridge, IL: McGraw-Hill, 2001)