Solution for improving customer relationship management of vietnam airlines

Paris Graduate School of Management Thai Nguyen University INTERNATIONAL EXECUTIVE MASTER OF BUSINESS ADMINISTRATION PROGRAM THESIS: SOLUTION FOR IMPROVING CUSTOMER RELATIONSHIP MANAGEMENT OF VIETNAM AIRLINES Student’s name: LA THE QUANG Intake I 2012 i ACKNOWLEDGEMENTS During implementation process of this project and perfect thesis of International Practice Master of Business Administration Program (PGSM), I always get the help and attention of instructor On this occasion I would like to express deeply gratitude to: Assoc.Prof Dr Tran Van Binh, Faculty of Management Economics, Hanoi University of Technology, he is always busy with work and family, but still gave me my attention during the execution of this project - Board of Directors of Thai Nguyen University, the Board of Directors and Training Board of Program PGSM has supported me during learning process and complete the project - Students in MBA B01 PGSM, my colleagues at Vietnam Airlines has dedicated to support and help a lot in finding material for this thesis Despite conscientious efforts, but due to poor qualifications as well as practical experience so thesis is inevitable shortcomings certainly Therefore, I hope to receive comments from teachers and classmates for my thesis is completed Hanoi, October 2012 Student La The Quang ii TABLE OF CONTENT Cover page Acknowledgements i ii Contents iii List of symbols and abbreviations vii INTRODUCTION 1 Reasons for choosing the subject Rationale and objectives of the subject The object and scope of research topics Research methodology .3 Structure of the thesis: CHAPTER SOME BASIC RATIONALE OF THE CUSTOMER CARE OF THE AIRLINES 1.1 Factors affecting the airline customer care 1.1.1 The concept and characteristics of air transport services 1.1.1.1.The concept of air transport services 1.1.1.2 Characteristics of air transport services 1.1.2 Concepts and characteristics of airline customers 1.1.3 Factors that affect customer care of the air transport enterprises 13 1.2 The basic content of the airline customer care 14 1.2.1 Customer Relationship Management (CRM) of the airline .15 1.2.2 Business development efforts of the airline customer oriented focus 19 1.2.2.1.Products and services 19 1.2.2.2.Service price 20 1.2.2.3.Distribution channels 25 1.2.2.4.Trade promotion .26 1.2.3 Development of human resources and corporate culture of the airline .29 1.2.3.1 Human resource development 29 iii 1.2.3.2 Corporate culture .31 1.3 Lessons learned about the customer care of the international airlines .32 1.3.1 Some research experience in the customer care of a number of international airlines 32 1.3.1.1 Singapore Airlines 32 1.3.1.2 Thai Airways International 33 1.3.2 Some lessons for VNA 34 CHAPTER 2… 37 SITUATION OF CUSTOMER CARE OF VNA 37 2.1 Overview of the VNA 37 2.1.1 Process outline of formation and development of VNA 37 2.1.1.1 Foudation and development history 37 2.1.1.2 Functions and tasks 38 2.1.2 Overview of business results of VNA from 2005 to present 40 2.2 State of solution to customer care of the VNA 41 2.2.1 Reality of Customer Relationship Management at the VNA 41 2.2.2 The reality of the business effort development of focus customeroriented of VNA 46 2.2.3 Reality of human resources development and corporate culture 66 2.3 Evaluation of customer satisfaction for business activities of VNA 68 2.3.1 Achievements .68 2.3.2 Shortcomings and limitations of the VNA 69 CHAPTER 71 PROPOSED SOLUTIONS FOR IMPROVING CUSTOMER CARE OFVNA TO 2020 71 3.1 Some overview forecasts of the business environment and air transport services-oriented development of VNA after Vietnam joined the WTO in the period to 2020 71 3.2 Proposed solutions to customer care period 2012-2020 .78 3.3 Some macro petition 91 iv CONCLUSION REFERENCE LIST v List of symbols and abbreviations VNA: Vietnam Airlines WTO: World Trade Organization 3.CRM: Customer Relationship Management LCC: Low Cost Carrier 5.ISO: International Organization for Standardization 6.TCT: Corporation Transit: Transit Passengers through Vietnam IATA: International Aviation Association SITA: Type of cable to transmit information in aviation 10 ATPCO: revenue management program in aviation 11 VPCN: Branch Office 12 Representative: Representative Office 13 VPKV: Regional Office 14 ASEAN: Association of Southeast Asian Nations 15 FDI: Foreign Direct Investment 16 ODA: official development assistance capital 17 APEC: Association of Petroleum Exporting 18 HKDD: Civil Aviation 19 PAX: Passenger vi INTRODUCTION Reasons for choosing the subject Vietnam is a country joined the WTO in 2007 and integration into the world economy In addition to these opportunities, businesses in general and Vietnam Airlines (hereinafter referred to as VNA) in particular face the challenges, risks and competition To survive and grow, Vietnamese enterprises have to constantly improving competitiveness As an air transportation business enterprise, as well as other Vietnamese enterprises, VNA are faced with the situation of increasingly fierce competition from domestic rivals, including: Jetstar Pacific, Vietjet Air, Air Mekong and foreign airlines flying the same routes Competition is not only with other airlines that VNA must compete with other means of transportation such as rail transport, road transport, sea transport To be able to propose solutions to improve customer care, VNA has to study, to understand the needs of customers by analyzing customer groups, determining your target market, development Customer relationship management system (CRM) to take care of existing customers Besides, VNA also need to develop internal resources, efficient use of organizational resources, especially human resources to develop its customers VNA was founded in 1995 with amount of passengers were transported increased by an average of 15% / year Revenue increased by an average of 12% / year VNA has direct flights to 40 cities around the world in 18 countries and 20 provinces and cities in Vietnam As national airline, besides political tasks, VNA has been contributing to economic development, strengthen exchanges and integration between Vietnam and the world However, in the context of globalization world economy becomes inevitable competition between airlines increasingly fierce, competition with other forms of transport equally harsh, beside opportunities, prospects, VNA is facing competition To achieve long-term development goal is to maintain existing customers and attract new customers, VNA to reinforce modern fleet, constantly improving the quality of services, and applied advanced sales technology, in line with market characteristics as well as to satisfy the increasing demand of our customers For customer care, VNA has to study, to understand needs of customers by analyzing customer groups, determining the target market, developing customer relationship management system (CRM) to maintain existing customers Through the process of studying Master of business administration program, I have more knowledge of economic management, methodology as well as the method of administration, I would like to use my knowledge to suggest solutions to improve the quality of customer care for the company that I am working Because of these reasons, I chose the subject "Proposed solutions for improving customer care quality of VNA" as the subject for my thesis Rationale and objectives of the subject - Systematized theoretical basis for solutions to improve quality of customer care in the field of air transport operations; Activities assessment to improve quality of customer care solutions for VNA;  Propose measures to improve the quality of customer care for VNA, namely development Customer relationship management system to maintain existing customers and make efforts to obtain business solutions new customers for VNA in conditions Vietnam's integration into the world economy The object and scope of research Research objects: Concept of customer in the thesis is understood that passengers use transport services of VNA Thesis addresses elements affecting between VNA and customers, these solutions to improve the quality of customer care of VNA  Scope of research: + Concept of customer in the thesis is understood that passengers use transport services of VNA, including retail and group + Limited: Customer purchasing passenger transport services on international routes and domestic routes + Time and the number of actual survey: VNA policies from 2000 to present base on VNA survey data from 2000 to present Research methodology - Methodology: The subject use dialectical materialism method Specific methods: Statistics and detailed analysis of existing solutions to improve quality of customer care of VNA, the thesis points out limitations and reasons so that it is to become basis for the proposed solutions to improve customer care policy for VNA up to 2020 Structure of the thesis: In addition to the preface and table of contents, the thesis is divided into three parts as follows: Chapter 1: Some basic rationale of the customer care of the airlines Chapter 2: Current status of customer care activities of VNA over time Chapter 3: Proposed solutions to improve customer care quality for VNA period to 2020 CHAPTER SOME BASIC RATIONALE OF THE CUSTOMER CARE OF THE AIRLINES 1.1 Factors affecting the airline customer care 1.1.1 The concept and characteristics of air transport services 1.1.1.1 The concept of air transport services To give an idea of the service is difficult So far, the researchers, the wellknown experts came up with a lot of concepts But there are still a lot of controversy surrounding the concept and also very limited The main problem is not capacity issues, research capabilities in the constantly changing variety of services But also need to figure out the concept more acceptable Here are some concepts to meet it Services by Philip Kotler were understood as follows: an activity or service to supply benefits to swap, mainly intangible and not result in the transfer of ownership The implementation of the service can be associated or not associated with the physical product So services are activities such as: rent a room at the hotel, travel by air, seek medical attention, sending auto to repair, watch movies, take clothes to laundry Another concept: a service is activity includes factors not exist, addressing relationship between client or customer owned assets to the supplier without the transfer of ownership Products and services within or beyond the range of physical products Air freight service is any service that uses transport aircraft in service, on the basis of regular or irregular, and is defined in the Chicago Convention of the United Nations on civil aviation as follows : "Air Transport Service is any regular air transport service that uses the aircraft for the purpose of public transport of passengers, cargo or mail, parcel" Products of air cargo services business are load supply, or the amount of goods that can be transported in accordance with the predetermined time Air transportation and related products to customers.Organization and use of appropriate distribution channels depending on the practices of each market, marketing requirements and capabilities of VNA at each stage.Here are some solutions to improve the VNA agent system help VNA reach and sell products to new customer groups Firstly, the research and the optimal choice for each dealer customers In all markets, VNA must organize and use the system in accordance with customary agents of each market, according to the requirements of each customer group for each audience has different characteristics should different sales approach.For example: For business travelers, the VNA using channel retail customers, large customers (Corporate Account) through BSP retail system, the system sale AMEX, CWT, BTI ; For tourists, the VNA using the travel company (Tour Operator) development of Vietnam tourism products and destinations in Indochina (Laos, Cambodia); For visiting relatives VNA need to use the overseas Vietnamese agents to organize sales, marketing to the Vietnamese community because they bring efficiency in the exploitation of the Vietnamese.With the organization of such sales network, VNA able to penetrate into each customer, satisfy the travel needs of our customers and clients know to VNA and VNA product choice Secondly, the VNA should use reasonable and effective in dealer sales channels.And distribution network to sell the priority of the VNA to expand direct sales (from the branch office, the office of agent and agent marketing support) and sold through the retail channel market.Using the wholesale channel mainly focuses on the market especially in the specific practices such as use the Consolidator (semi-luxury) in order to distribute wealth, VNA products to the reseller of the Consolidator.In addition, the VNA need more preferential price for a single large as your agents, partners, and strategic in order to create loyalty of this agent, inducing dealers to VNA and offset costs generated by the agent spent to sell.Such agents will actively sell VNA, agents will entice customers flying with Vietnam Airlines 85 VNA need to have a commission and incentive policies (trade discount) accordingly.It is the policy rate is built in conjunction with a ch i nh diverse commissions on policies and practices applied in different markets.The rosette need to apply as sales commissions, marketing support commission, general commission agent, commission collection For incentives, it is necessary to specify the monthly sales agent to distinguish the reward encourage agents to sell more.Moreover, the VNA must have policies to support the dealer to the dealer to avoid errors, create a better selling services to the customer and thereby encourage more agents, more loyal.Therefore, the VNA to perform support activities such as: Organization of training for dealer staff regularly; Provide information on new regulations, new products and the development of the VNA; Provide publications, promotional items and gifts Thirdly, use of modern booking systems and e-commerce development VNA need to apply electronic commerce (E-commerce), to encourage sales through the Internet to deploy agents to sell their products in the market and own client can directly access VNA website reservations and buy tickets For this, the system should have Internet Booking Engine to connect to Internet ticketing system put placeholder VNA need to bid to buy a modern booking system elsewhere to meet its needs.New reservation system have good connections with other booking systems, modern flight management functions to allocate space for the market and implement other management functions.In addition, this new system should store information about customers (CRM), and then analyze and select those strategic customers, build and maintain a relationship with them, enabling customers convenient travel Fourthly, organize and manage the selling agent for the VNA VNA need to improve the organization and management system dealers network in line with current practice for easy customer access Selling transport system of the VNA should be subject to direct and comprehensive of the Director General and Deputy Director-General of Trade, the structure is divided into three levels of management 86 and coordination as follows: Operating Level sell - is done at the level of advisory bodies and business executives at headquarters is the Development Plan, the Marketing and Sales of products (collectively, the executive body part); level implementation sell - the local regional office and branch offices, representative offices abroad (referred to as the branch office); Level control and management of the sales - Financial Accounting Board, the Center for Aviation statistics and informatics (called agency sales manager) is described in Figure 3.3 Board of Director Sales Management Dept Executive Dept VPCN/VPKV/VPĐD GSA/PSA/BSP/ARC/Sub Agent/ Figure 3.3: The system model of the VNA sale With the organization and management network system in accordance with current agents, VNA will promote better the advantages of the system dealers.Management of non-overlapping parts, bulky Mechanism management sales system clearly helps customers get better service The cases of deliberate violation of regulations will be dealt with severely, the plaintiff customer complaints will be handled promptly Fifthly, VNA should take measures to stimulate domestic tourists Vietnamese market is a market of more than eighty million people.VNA need attention, advertise, offer attractive prices to attract new customers as our revenue trains, cars use the services of the VNA 87 Sixthly, driven system for VNA agents joined the BSP along the trend of development of the world, to minimize the fraud of agents only PSA (dealers for customers to higher prices, real VNA), distribution system up to every agent can sell VNA and VNA price directly to the customer 3.2.2.4 Trade promotion Trade promotion activities are indispensable important activities in the development policy VNA clients.But VNA has succeeded in promoting trade policies, but these policies have not really large and punches the effect.Here are some of its trade promotion solutions to develop new customers Firstly, the advertising budget to focus resources in the target market.Enhance the image and position in the domestic market The promotional prices have yet to reach consumers, just at the agents leads to a number of ticket agents sent to collect more money For example, a ticket agent for the promotional price to Europe is $ 850 while writing the bill is 1100USD.Therefore, the VNA should focus on advertising in the Vietnamese market, bringing new forms of advertising such as the aviation disseminating knowledge to the people, just as image ads of VNA, just help customers understand the comments aviation official, said the new products that VNA is as promotional prices to customers, using the VNA more products.Since then, the VNA will retain existing customers, maintaining market share and develop new customers for them to use VNA products instead of products of other companies or other means of transport such as trains, cars Secondly, the organization regularly and effective delegation of journalists, agents (Press Tour, Famtour) to their regular post on Vietnam destinations, promote Vietnam's image in the international community Besides, organizing tourism festivals (Roadshow) in key markets such as France, Japan, South Korea, Australia, etc are also very important and requires regular, annual, creating "a trip Vietnamese calendar "for the international community, helping customers know to Vietnam and wanted to go to Vietnam 88 Thirdly, maintain, increase Promotion make visual communication of the VNA and the agents on the mass media such as television, newspapers, Internet as these are useful communication tools, help customers know the product of VNA and use Advertising and marketing activities, trade promotion should be made to the customer (the public, passengers, companies and organizations using air services), customers (agent system, organizations and companies operating in the tourism sector, providing service and product delivery air freight) Fourthly, better cooperation with the tourism sector, including the Ministry of Culture and Tourism, Sports, hotels, tour companies to develop Vietnam tourism destinations.Join professional fairs in the world and to coordinate with local authorities to organize tourism events to attract customers at home and abroad Currently the role of the Ministry of Culture and Tourism, Sports not clearly indicate the location, its importance.VNA currently presided over the launching point to Vietnam in foreign countries Fifthly, public relations activities and public opinion bearing legitimacy, longterm orientation (as a spokesman, provides official nature spokesman, press releases, interviews rather leadership of the Corporation, etc.) need to make frequent, serious, valued and managed.Press T error (no official form) in the field of activity of each Commission expert VPKV, VPCN be made in accordance with the authority of officials empowered by the VNA response 3.2.3 Some solutions to develop human resource and business culture Humans are very important elements of any business activity Especially for air freight business is business services, human factors play a more important role because it is interactive elements directly To meet the development needs of VNA in terms of integration, human resource requirements is to build a workforce with knowledge, creativity, captures the dynamic change of the science technological world, mastering facilities, modern equipment Team workers should have the job 89 structure and suitably qualified, professional competence and the foreign language to meet the requirements of the market Human resource development is considered the key solution to the maximum mobilization of resources The labor policy should aim to increase employee engagement with VNA and promote the highest human factors, work for customers So, the quality of front line staff have a huge impact on improving the quality of airline services, directly affect the service to satisfy the needs of customers To improve the quality of staff last line to standardize the development process from the stage of selecting staff, training, testing and evaluation A number of issues need attention are: Develop standard job titles for each working position, in addition to the job description, to specify the requirements for professional qualifications, education, energy, foreign language T Electrical inspect, classify regular employees, make sure to appreciate the capacity of each employee to work on the basis that the layout accordingly Quickly build system analysis and evaluate the results of the work of the employees Complete the salary for each position and results of the work, to ensure a reasonable spacing between titles to create incentives for employees, avoid raking in income today Organize professional training for technical staff is basically training to staff service attitude to be considerate, thoughtful, always smiling, professional skills.Knowledge service training, aviation knowledge for ticket booking staff, staff procedures in Vietnam and in foreign airports to minimize the errors causing inconvenience to customers Diversification of the forms of training include: incountry training, overseas training, job training, continuing education and refresher for staff Should regularly organizes professional seminars on each topic to draw the necessary experience for the job T yeah that improve the quality of service of VNA, please, please go to 90 In addition to improving the quality of staff online before, there should be uniform development plan staff management - operating knowledge and knowledge management, business management, administration and law The appointment and arrange staff to ensure objective, in accordance with the requirements of the organization and capacity of staff Gradually rejuvenate the staff while ensuring retaining experienced, qualified VNA also need to focus on training teachers, including teachers full-time and part experience.The goal is to build a team of qualified teachers and good moral character, high sense of responsibility, enthusiasm, passion for the job, good professional skills and foreign languages Finally, there must be clear sanctions punishing cases of deliberate violations, damaging the image and reputation and assets of the company.Not forgive these cases attempt to set an example for the staff hard work, dedicated customer service, attentive Corporate culture, motto "Customer is God" at the VNA should be regularly reminded especially in parts of the first contact with clients directly as team, ticket reservations staff, personnel procedures passenger These parts must be trained on the Customer (Customer Care) "Team work" team work nature is a VNA culture.All officials and employees of the nature of the team, help each other support, a link to the same system to build a VNA strong 3.3 Some macro petition 3.3.1 Some petitiones to the state Integration of Vietnam into the international trade organizations such as AFTA, APEC, WTO has created pressure to speed up the process of deregulation of the aviation activities in Vietnam.In recent years, the State has begun to apply the policy does not load in the direction of easing the restrictions competitive, deregulated implementation roadmap, first in the framework of the level of 91 development not equal (have established sub-regional cooperation Laos, Camp uchia, Myanmar and Vietnam towards the open sky in the region and the world trend Although VNA of coping with new challenges, but the state should have an open door policy appropriate domestic aviation market to protect national interests and support the development of Vietnam Airlines, and create fair competition between the airlines capacity, turning Vietnam into aviation gateway Indochina and south China.Specifically, the State VNA proposal: Firstly, the powerful open source markets with major customers directly to Vietnam and Indochina including Western Europe, Australia, North America, Japan, Korea and China Secondly, the state proposed eliminating monopoly of the domestic air port, create competitive quality service at the airport of Vietnam, contributing to attract aviation service use.Proposal to upgrade the infrastructure in terms of airports, airport.In particular, priority upgrade the local airport can receive aircraft at night and large aircraft Thirdly, the state proposed to direct the overall policy coordination to develop both tourism and aviation.Currently a lot of tourists coming to Vietnam tourist does not want to go back a second time Caused by the Vietnamese tourism industry is weak, the lack of 5-star hotel, ground services in Vietnam expensive compared to other countries in the region, the tourism environment is not clean so suggestions supported by the State infrastructure development for Vietnam's tourism industry, which allows to build more five-star customer service from Japan, Korea, France, Germany, Western Europe Fourthly, the state proposed mechanisms, policies and funds for the VNA to carry out the objective of increasing the rate of fleet ownership helps VNA has a fleet of modern, in sufficient quantity to serve the needs customer travel.Specifically: State proposal to consider additional budget support financing equivalent to 15% of the investment to buy 10 aircraft of 300 seats across the 92 continent by $ 213.4 million (equivalent to 3,800 billion) Proposed by the State Ministry of Finance guarantee free loans to buy aircraft, engines including export credit loans and commercial loans.No income tax on the amount of loan to buy aircraft as prescribed in Document 169/1998/TT-BTC dated 22/12/1998 Proposal directing the State Bank on the mechanism of interest rate subsidy for investment loans domestic fleet; non-collection aircraft rent Fifthly, State proposed reduction of fuel imports ZA1 to 0% in order to reduce costs for the VNA in the context of the current oil price crisis to VNA can be flexible prices for all customers Sixthly, Air Freight has close ties with other agencies such as the State Department, the General Customs Department, Ministry of Public Security, the Ministry of Culture and Tourism, Sports.State policy requires the overall development coordination Tourism and Aviation as well as policy coordination of the ministries concerned The Ministry of Transport and Civil Aviation Administration of Vietnam to strengthen cooperation with relevant sectors through an annual interdisciplinary conference and promote the implementation of the conclusions in this conference.Department HKDD Viet Nam needs to stand out and coordinate with Customs and Public Security gate to find the solution further simplifies the procedure at the international airport, creating favorable conditions for the operation of the business based in airports The Ministry of Finance and Ministry of Planning and Investment to apply special regulations apply to the procurement of supplies and aviation equipment, improved procedures for import and export of materials and equipment, shorten the timeout Sometimes to repair and maintenance of aircraft to VNA may be slow to limit the state canceled the trip due to technical errors The Ministry of Foreign Affairs and the Ministry of Public Security in collaboration with research agencies, simplifying visa procedures, to reduce visa fees, consider stepping up the visa at the airport (visa on arrival ), free short-term 93 visa (maximum 30 days) for markets with direct source of aviation and tourism in Vietnam The Ministry of Culture and Tourism, Sports activities enhance the Vietnamese tourism xyc round strong international field, to participate in international trade fairs as well as local fairs, business support industry as VNA, hotels, travel companies have the opportunity to attract more customers 3.3.2 Some proposals to the International Aviation Association In terms of the current increasingly fierce competition, the VNA has not only affected by the state that the effects from the surrounding environment, especially the provisions of the International Aviation Association also quite a lot of influence the development of the VNA.Here are some recommendations to the International Aviation Association IATA First, the VNA should propose to the International Aviation Association IATA participate and guide the airline connection speed deployment electronic tickets between airlines with (IET-Interlines E ticket).T incomplete stage seaweed connect electronic ticketing between firms (IET) 100%, IATA allow firms to continue to accept paper tickets Second, the VNA need to work with the International Aviation Association IATA requirements early push to open a representative office of IATA in Vietnam, organized the certified professional dealer of IATA, payment system BSP banks, to minimize the risks from the dealer bankruptcy, inability to pay.The reason suggested for pressure using the current 100% e-ticketing VNA must accept allows agents to sell tickets with 140% of the deposits to the bank VNA.The permission to sell excess deposit very dangerous agent for the company in the event of bankruptcy, these bad debts will star treatment here because there is currently no bank or insurance company in Vietnam dare bank mortgage sales so high 94 CONCLUSION CHAPTER III From the scientific study and practice of building and implementing customer service policies of VNA from 2005 to date, the author has boldly proposed a number of measures to improve the care of our customers VNA of 2020.AsiaPacific (including India) in the future continue to be the most dynamically developing areas of civil aviation transport industry world Geographical conditions, the steady development of economic, political and social development opportunity for the VNA Based on the forecast growth of the air transport market in Vietnam, through the analysis of VNA in the context of Vietnam has joined the WTO, as well as analysis of the requirements set for customer care policy VNA, the authors have proposed solutions to improve the quality of customer care of the VNA In addition, the thesis also proposes a number of recommendations to the State to create conditions for successful competitive VNA economic integration in the region, the world and the care and development of their customers.Solutions and recommendations above not cover all all VNA current problems but it is the key solution to VNA recognized and implemented.I hope that this solution will be applications and maximize application, put VNA develop stable, sustainable, competitive with other airlines, becoming an airline is all Customers choose and trust 95 CONCLUSION Vietnam increasingly deeper integration into the world economy and being admitted to the WTO in 10/2006 was a turning point for the economy of Vietnam in general and Vietnam in particular enterprises After Vietnam joined the WTO, Vietnamese enterprises, including the VNA, a lot of opportunity to grow as the market openness, access to technology, advanced techniques in the world but there is also faced with many challenges, the biggest of which is the competitive pressure from foreign companies In the air transport sector, this already fierce competition will become more intense Therefore, in order to survive and develop, not the other way every business to improve competitiveness through an appropriate strategy with the right solution.For with VNA, besides investment modern fleet policy system gradually improve customer service, using modern technology sales play an important role Compare with the research objectives, the authors found that the thesis has achieved the following results: First, the thesis has codified some basic theory on the work of customer care and research, analysis of the lessons learned Second, the thesis reviews, analysis of the current status of work on customer care of the VNA, highlight the achieved and point out some basic survival and causes Third, on the basis of theory and the status of customer care policy, the author has boldly proposed a number of measures to improve the quality of customer care of VNA in the future.In addition, the thesis also make recommendations to the State to create conditions for the VNA successfully compete in the integration process, put VNA sustainable development, sustainability and be selected every customer Through the results of the thesis, the author would like to contribute little to improve the theoretical and practical issues in order to improve the competitiveness of the VNA Although there have been many attempts, but by the level and time constraints, the thesis certainly not free of mistakes, we hope to receive the 96 comments of the experts, teachers, friends and colleagues now to the thesis more complete Allow me to express my profound gratitude to the teacher, Doctor Tran Van Binh, Faculty of Economics, Management Hanoi Polytechnic University, my mentor, guide and help me very caring in the dissertation process I also would like to thank the Training Committee, the Board of Directors PGSM program, The MBA class B01 worker; faculty of 12 subjects, the units in the VNA has facilitated and helped me complete the dissertation I would also like to thank to the colleagues, the high school the same course, family and friends who have encouraged and helped me during the thesis 97 REFERENCE LIST Vietnamese The Working Party on Vietnam's accession to WTO (2006), Report on Vietnam's WTO accession Aviation Newsletter, 2000, 2001, 2002, 2003, 2004.2005, 2006, 2007, 2008, 2009, 2010, 2011 3.Business Edge (2002), Customer care, promoting competitive advantage, Youth Publishing House VNA Board of Directors (2000), VNA development strategy up to 2010 and orientations to 2020 5.VNA Board of Directors (2006), fleet development strategy of VNA to 2020 6.VNA Board of Directors (2006), the charter of the organization and operations of the parent company - Vietnam Airlines Corporation Bach Khoa Nguyen and Nguyen Hoang Long (2005), Trade Marketing, Statistics Publishing House Phillip Kotler (2003), Marketing Management, Statistical Publishing House Phillip Kotler (1994), Basic Marketing, Statistical Publishing House 10 Journal of Aeronautics, 2000, 2001, 2002, 2003, 2004, 2005, 2006, 2007, 2008, 2009, 2010, 2011 11 VNA (2009-2010), the results of the investigation report regular customer comments on board 12 VNA (2007-2011), Report on the implementation of the plan 13 VNA (2008), Regulation of the activities of sales system carriage of passengers, baggage, cargo and parcel of the VNA 14 VNA (2010), Regulations on the passenger side 15 VNA (2010), Provisional Regulation of the Director General VNA cost management of advertising and marketing, trade promotion 16 VNA (2010), Regulations for the price and passenger transportation vouchers 17 VNA (2010), Regulation of passenger service English Airlines Business (2005, 2006, 2007) 98 Philip Kotler, Kevin Lane Keller (2006), Marketing Management 12 E, Pearson International Edition Rigas Doganis (2002), Flying off course The Economics of International Airlines, Routledge, London Skytrax Reseach (2003, 2004, 2005, 2006,2007), Airline of the year, Survey Result Report, London Turner and Witt (2005), Asia Pacific Tourism Forecasts 2005-2007, PATA Websites : www.britishairways.com; www.cathaypacific.com; ; www.iata.org; www.icao.int; www.jal.co.jp; www.singaporeair.com; www.thaiair.com; www.tigerairways.com; www.vietnamair.com.vn; 99