ĐẠI HỌC QUỐC GIA HANOI KHOA QUAN TRỊ VÀ KINH ĐOANH PHAN TUNG APPLICATION OF CUSTOMER RELATIONSHIP MANAGEMENT IN VIETNAMESE TRADING SMES UNG DUNG QUAN TRI QUAN HE KHACH HANG TRONG DOANH NGHIỆP THƯƠNG MẠI VỪA VẢ NHỎ TẠI VIỆT NAM Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUAN VAN THAC SI QUAN TRI KINH DOANH NGƯỜI HƯỚNG DÁN KHOA HOC: TS. NGO VIDUNG Hà Nội - 2018 STATEMENT The author confirms that the research outcome in the thesis is the result of author's mdependent work during study and research period and it is not yet published in other's research and article. The other's research result and documentation (extraction, table, figure, formulaand other document) used in the thesis are cited properly and the permission (if required) is erven. The author is responsible in front of the Thesis Assessment Committee, Hanoi School of Business, and the laws for above-mentioned declaration.
Phan Tung ACKNOWLFDGEMENT First and foremost, I would like to express my sincere gratitude to my supervisor, PhDÐr NGO VI DUNG, at the Hanoi School of Business and Management (HSB), Vietnam National University (VNU) for his detailed guidances and valued advices. Without his guidance and persistent help this thesis would not have been completed. I would like to express my great thank to all my colleagues and friends for their wamly support during my thesis. My special thanks come to DNS management and staffs for all encourages and supports during the whole my MBA course.
Last but not least, I would like to express my deeply thank to my wife, my children, family members and friends. They were the one that are always beside me and supporting me during all the process. Phan Tung LIST OF TABLE Table 2.1: Benefit of successfully CRM implementation.2: Success factors for CRM implementation.3; Barriers factors identified by previous studies.4: Transactional marketing vs CRM approach (Piccoli et al. Key barrier factors and sub-dimensions to CRM implementation in VINH ONEEB d0 0200160 01.
Results on the key factors of barrier. Results on the sub-đimension of each factor. 6 gub-dimensions as most comintonly barriers.5: Detail sub-dimensions of Barner 1-Changing Business Culture and rosg-finctiondli mMÊGTRDEDN¿):5¿¿.6: Detail sub-dimensions of Barrier 2- Lacks of customer management 1L coors orscorepenspeansqenerapeon siptitomnteneuntopentonemasoensness ssemten weneapntemsonaenontenneoitl 1747424 Table 4.7: Detail sub-dimensions of Barrier 3-Lacks of new processes and standards DAOGG001000000/000000000000000103905401/0/000000000070050/0/00460030000%69/03s0 HE 494948 Table 4.8: Detail sub-dimensions of Bamier 4-Lacks of skillful Human Resources CCE N TRATES ACCES OO bs RLS CCN CART CATA ARTA 505049 Table 4.9: Detail sub-dimensions of Barrier 5-Information Security Threats. CRM mplementation key antecedents.
Key barriers in CRM implementation for Vietnam SMEs. $444$3 | Formatted: Line spacing: 15 lines Formatted: Space After, 0 pt Line spacing: | 2Sies LIST OF FIGURES Figure 2.1: Evolution of CRM (Haran, 2005). Knowledge Management System (Fteimi and Lehner, 2014). LAL1L2- | Formatted: Line spacing: LS ines Figure 2.3: Factors of Change (Pries & Stone, 2004).5: CRM Knowledee Management proce§s.DEDE® BoenrioeeicoieeeoeeoyicceGioiicieuasiioaiaoasgsgal 3034039 ABBREVIATION 1.
CRM: Customer Relationship Management 2 SMEs: Small and Medium Enterprises 3. Al: artificial mtelligence 4. SFA: Sale force automation 5, KMS: Knowledge Management System 6. RM: Relationship Marketing 7.
ERP: Enterprise resource planning 8. NPD: New product development 9. BPS: Business process standardization 10. BPR: Business process reengmeering & | Formatted: Indent: Left 1.
No bullets of numbernng TABLE OF CONTENTS PBBREVIATION Gacccsc6icccc0ovccccbico0Gs co C00000GLGinicGbolcskukoxrdovo Hi LIST OETABLELL2 6c G2560 G00065000002122000061241A60504644i66640%0Aag844405148ã3Á040k641dcÁ4 Hữu TU HN G1 0600000000002000006L2010000102046100S0. Liste CEA TE 1s TTR CLIN cacti ernie ied tie icin tenia sgascosnsed 1H BF =—=eeeeeee=e=ee=esaeasnrnsassaarraararaaraamrsana 111 1. Subject and Scope of Research. ae 336 16; Sirota oF thie HIGSEs6iicocicccekcti:G0012021012001010G035668140ã4512 886666 336 CHAPTER 2: THEORETICAL BACKGROUƯND.
Definition of CRM and its conceptualization problems. Benefits or objectives of business when implementing CRM. Key factors for success and barriers of CRM application. Key antecedents o£ CRM applicaHion.
Hypotheses development and research maodel.1; Background (0£ Vietnam SMR a sis sassincssisccisinchitecssansoccabsosanstadesn 202023 2.2, Bamers of CRM Implementation im Vietnam SMEs. -ceiieneirirrrrrrrrdrrerrrke 263629 ` : — —sdaaeeessreesi 282834 CHAPTER 3? METHODOLOGY: wicccressorvioesnsesconenenescessvtenseniensotscnentecennonenvtores 292932- 1:1. 8 8000CCh(đÀÌNÙ:coseaxetiicaibiooiecuicbcocbLooibv244xaaressseosaaoai 292932 3. Data sources and đafa collection.
313434 SF Qualitubive vemeewle ssssissicsscssiciecc enki ainsi 3123434 34; Reswatth ri 0NNHTENRDERS06s222021260/006214G16621+y0U0691a-eøäi 363639 Lẻ Ắ. Validity and reliability. 222 2 2 22222111121212 2120122111011 22111100 393942 3,4: RUMI 005109 ADN veyccgiGtnvnecc0cxesoi. Chapter: DI Ễ ¡co 0 20 cá0 00g60 020420001620605166246050A644G502260,2ssẲ 404043 CHAPTER 4: RESULTS AND DISCUSSION&.-252225222252, 414444- | Formatted: Font: No underline, Font color: | Auto, Not Expanded by / Condensed by Formatted: Space Before; 0 pt Line spacing: L5 lines Formatted: Space Before: 0 pt Line spacing: LS lines Formatted: Space Before: 0 pt Line spacing: 15 lines |6 Space Before: 0 pt, Line _ Spacing: 15 lines ABSTRACT This paper aimed to identify the key_antecedentso! 1) mid factors that Vietnam SMEs faced when Nhang to mproving the stated process, Based on qualitatitrve research usmg focus group discussion method and quantitative survey analysis as supplementation, we found that there are 6 key antecedents of CRM application as follow: (1) Relationship Marketing, (2) Knowledge Management, (3) Motivation of Innovation, (4) Technological Resources, ($) Human R I 1 nagement: and Š key bamier factors that have negative impact to Vienam SMEs’ CRM implementation process as follow: (1) Changing Business Culture and Cross functional mteraction, (2) Lacks of Customer Knowledge Management Ability, (3) Lacks of new processes and standards, (4) Lacks of skillfil Human Resources and, (5) Information Security Threats.-Futhenore;the-key-antecedents-of CRM Change—Managenient,-Human—Resource—Development,_Technological Resources and Motivation—of—anevation, Implications for top managements of Viemam SMEs for improving CRM implementation and future research were also suggested, CHAPTER 1: INTRODUCTION 1.
Rationale CRM (customer relationship management) has been increasingly recognized as a business strategy to effectively understand, manage, and sustain customer relationship with advanced information and communication technologies. The term of "relationship marketing", comed by Berry(1983) emphasized on continuing relationships rather than simply individual transaction. It is a new-old concept. The idea of a business eaming the customers’ favor and loyalty by satisfying their wants and needs was not unknown to the earliest merchants.
Gronroos (1994) cites this Middle Eastem proverb from ancient trade: "As a merchant, you'd better have a friend in every town." Before the mid of twentieth century, most of the retails activities take place in small stores, the purchasing process was very simple, allowed the shopkeeper and customer to spend quality time getting to know each other. The shopkeeper deeply understand about his/her customers’ habits and behaviours. After that, at the mid of last century, the mass production techniques and mass marketing fundamentally changed the competitive landscape by increasing product availability for consumers. Many huge shopping malls and super markets with rich merchandise portfolio in a convenient way gradually replace the small stores in trading activities.
Customer lost their uniqueness, as they became an “account number” and shopkeepers lost track of their customers’ mdividual needs as the market became full of product and service options. In the 21st century, the explosive growth of the Intemet and information technology(IT) has also brought new ways for businesses to communicate with their customers in various cost effective ways, such as: website, email, cloud-based CRM applications,. and now even the omni-channel retailing fullfilment system with artificial intelligence(AI) and cognitive technologies supported are not fiction (IBM-Watson,2017). Attracting customer has become very difficult these days, when people are harder to please.
They are smarter, price conscious and sensitive, Formatted ) CHAPTER 1: INTRODUCTION 1. Rationale CRM (customer relationship management) has been increasingly recognized as a business strategy to effectively understand, manage, and sustain customer relationship with advanced information and communication technologies. The term of "relationship marketing", comed by Berry(1983) emphasized on continuing relationships rather than simply individual transaction. It is a new-old concept.
The idea of a business eaming the customers’ favor and loyalty by satisfying their wants and needs was not unknown to the earliest merchants. Gronroos (1994) cites this Middle Eastem proverb from ancient trade: "As a merchant, you'd better have a friend in every town." Before the mid of twentieth century, most of the retails activities take place in small stores, the purchasing process was very simple, allowed the shopkeeper and customer to spend quality time getting to know each other. The shopkeeper deeply understand about his/her customers’ habits and behaviours. After that, at the mid of last century, the mass production techniques and mass marketing fundamentally changed the competitive landscape by increasing product availability for consumers.
Many huge shopping malls and super markets with rich merchandise portfolio in a convenient way gradually replace the small stores in trading activities. Customer lost their uniqueness, as they became an “account number” and shopkeepers lost track of their customers’ mdividual needs as the market became full of product and service options. In the 21st century, the explosive growth of the Intemet and information technology(IT) has also brought new ways for businesses to communicate with their customers in various cost effective ways, such as: website, email, cloud-based CRM applications,. and now even the omni-channel retailing fullfilment system with artificial intelligence(AI) and cognitive technologies supported are not fiction (IBM-Watson,2017).
Attracting customer has become very difficult these days, when people are harder to please. They are smarter, price conscious and sensitive, Formatted ) LIST OF TABLE Table 2.1: Benefit of successfully CRM implementation.2: Success factors for CRM implementation.3; Barriers factors identified by previous studies.4: Transactional marketing vs CRM approach (Piccoli et al. Key barrier factors and sub-dimensions to CRM implementation in VINH ONEEB d0 0200160 01. Results on the key factors of barrier.
Results on the sub-đimension of each factor. 6 gub-dimensions as most comintonly barriers.5: Detail sub-dimensions of Barner 1-Changing Business Culture and rosg-finctiondli mMÊGTRDEDN¿):5¿¿.6: Detail sub-dimensions of Barrier 2- Lacks of customer management 1L coors orscorepenspeansqenerapeon siptitomnteneuntopentonemasoensness ssemten weneapntemsonaenontenneoitl 1747424 Table 4.7: Detail sub-dimensions of Barrier 3-Lacks of new processes and standards DAOGG001000000/000000000000000103905401/0/000000000070050/0/00460030000%69/03s0 HE 494948 Table 4.8: Detail sub-dimensions of Bamier 4-Lacks of skillful Human Resources CCE N TRATES ACCES OO bs RLS CCN CART CATA ARTA 505049 Table 4.9: Detail sub-dimensions of Barrier 5-Information Security Threats. CRM mplementation key antecedents. Key barriers in CRM implementation for Vietnam SMEs.
$444$3 | Formatted: Line spacing: 15 lines Formatted: Space After, 0 pt Line spacing: | 2Sies LIST OF TABLE Table 2.1: Benefit of successfully CRM implementation.2: Success factors for CRM implementation.3; Barriers factors identified by previous studies.4: Transactional marketing vs CRM approach (Piccoli et al. Key barrier factors and sub-dimensions to CRM implementation in VINH ONEEB d0 0200160 01. Results on the key factors of barrier. Results on the sub-đimension of each factor.
6 gub-dimensions as most comintonly barriers.5: Detail sub-dimensions of Barner 1-Changing Business Culture and rosg-finctiondli mMÊGTRDEDN¿):5¿¿.6: Detail sub-dimensions of Barrier 2- Lacks of customer management 1L coors orscorepenspeansqenerapeon siptitomnteneuntopentonemasoensness ssemten weneapntemsonaenontenneoitl 1747424 Table 4.7: Detail sub-dimensions of Barrier 3-Lacks of new processes and standards DAOGG001000000/000000000000000103905401/0/000000000070050/0/00460030000%69/03s0 HE 494948 Table 4.8: Detail sub-dimensions of Bamier 4-Lacks of skillful Human Resources CCE N TRATES ACCES OO bs RLS CCN CART CATA ARTA 505049 Table 4.9: Detail sub-dimensions of Barrier 5-Information Security Threats. CRM mplementation key antecedents. Key barriers in CRM implementation for Vietnam SMEs. $444$3 | Formatted: Line spacing: 15 lines Formatted: Space After, 0 pt Line spacing: | 2Sies TABLE OF CONTENTS PBBREVIATION Gacccsc6icccc0ovccccbico0Gs co C00000GLGinicGbolcskukoxrdovo Hi LIST OETABLELL2 6c G2560 G00065000002122000061241A60504644i66640%0Aag844405148ã3Á040k641dcÁ4 Hữu TU HN G1 0600000000002000006L2010000102046100S0.
Liste CEA TE 1s TTR CLIN cacti ernie ied tie icin tenia sgascosnsed 1H BF =—=eeeeeee=e=ee=esaeasnrnsassaarraararaaraamrsana 111 1. Subject and Scope of Research. ae 336 16; Sirota oF thie HIGSEs6iicocicccekcti:G0012021012001010G035668140ã4512 886666 336 CHAPTER 2: THEORETICAL BACKGROUƯND. Definition of CRM and its conceptualization problems.
Benefits or objectives of business when implementing CRM. Key factors for success and barriers of CRM application. Key antecedents o£ CRM applicaHion. Hypotheses development and research maodel.1; Background (0£ Vietnam SMR a sis sassincssisccisinchitecssansoccabsosanstadesn 202023 2.2, Bamers of CRM Implementation im Vietnam SMEs.
-ceiieneirirrrrrrrrdrrerrrke 263629 ` : — —sdaaeeessreesi 282834 CHAPTER 3? METHODOLOGY: wicccressorvioesnsesconenenescessvtenseniensotscnentecennonenvtores 292932- 1:1. 8 8000CCh(đÀÌNÙ:coseaxetiicaibiooiecuicbcocbLooibv244xaaressseosaaoai 292932 3. Data sources and đafa collection. 313434 SF Qualitubive vemeewle ssssissicsscssiciecc enki ainsi 3123434 34; Reswatth ri 0NNHTENRDERS06s222021260/006214G16621+y0U0691a-eøäi 363639 Lẻ Ắ.
Validity and reliability.