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 The thesis title The thesis necessity Objectives Scale of sample Type of research Research approach Data sources and Processing Research method Research questions 10 Significance 11 Limitations 12 Expectation 13 Disseminations 14 Follow-up 15 The thesis structure CHAPTER LITERATURE REVIEW Conception of Customer relationship 1.1 Root of relationship 1.2 Characterize of relationship 1.3 Relationship - value of company Customer relationship management (CRM) 11 2.1 Definition of CRM 11 2.2The use of CRM during times 12 The importance of CRM toward corporations 14 2.2 Benefit of CRM 14 2.3 CRM success factors 16 Basic model of CRM……………………………………………………………….17 CHAPTER 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 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 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 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 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 Don Peppers and Martha Rogers, "Managing customer relationships: A strategic Framwork", Published by John Wiley & Sons, Inc., Hoboken, New Jersey, p.17 Micheal Treacy and Fred Wiersema, "The discipline of market leaders", published by Perseus, 1995 George S.Day, "Market driven strategy: process for creating value", Published by Free Press, 1999 Don Peppers and Martha Rogers, "Managing customer relationships: A strategic frame work", Published by John Wiley & Sons, Inc., Hoboken, New Jersy, 2004 Lucy P Roberts, article on the "The History of CRM", Evaluseek Publishing Kristin Anderson and Carol Kerr, "Customer relationship management", McGraw- Hill, 2002 Russell S Winer, "A framework for Customer relationship management", California management review, 2001 Don Peppers and Martha Rogers, The One to One Future, (New York: Doubleday, 1993), Ch.4 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 Peppers and Rogers, op.cit Seth Godin, Permission Marketing, (New York: Simon & Schuster, 1999) Richard L Oliver, Satisfaction: A Behavioral Perspective on the Consumer, (Boston, MA: Irwin McGraw-Hill, 1997), and Valarie A Zeithaml and Mary Jo Bitner, Services Marketing, (Boston, MA: Irwin McGraw-Hill, 2000) are good examples 1 Eugene W Anderson, Claes Fornell, and Donald R Lehmann, “Customer Satisfaction, Market Share, and Profitability,” Journal of Marketing, July, pp 5366 Don Peppers and Martha Rogers, "Managing customer relationships: A strategic frame work", Published by John Wiley & Sons, Inc., Hoboken, New Jersy, 2004 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 Adrian J Slywotsky, “The Age of the Choiceboard,” Harvard Business Review, January-February,2000, pp.40-1 Carl Shapiro and Hal R Varian, Information Rules, (Cambridge, MA: Harvard Business School Press, 1999) Jay Stanley, “The Internet’s Privacy Migraine,” Forrester Research, Inc., May, 2000 Donald R Lehmann and Russell S Winer, Product Management, 3rd ed., (Burr Ridge, IL: McGraw-Hill, 2001)  ... Root of relationship 1.2 Characterize of relationship 1.3 Relationship - value of company Customer relationship management (CRM) 11 2.1 Definition of CRM... Anderson and Carol Kerr, "Customer relationship management" , McGraw- Hill, 2002 Russell S Winer, "A framework for Customer relationship management" , California management review, 2001 Don Peppers and... CRM……………………………………………………………….17 CHAPTER 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