(Luận văn) c chain convenience store’s customer loyalty improvement

t to ng UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business hi ep w n lo ad ju y th yi pl n ua al Vu Thuy Diem Chi n va ID: 22150005 ll fu oi m at nh C CHAIN CONVENIENCE STORE’S z z jm ht vb CUSTOMER LOYALTY k IMPROVEMENT om l.c gm n a Lu n va y te re MASTER OF BUSINESS ADMINISTRATION th Ho Chi Minh City – Year 2018 t to ng hi UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business - ep w n lo ad ju y th yi pl n ua al Vu Thuy Diem Chi va n ID: 22150005 ll fu oi m nh at C CHAIN CONVENIENCE STORE’S z z vb k jm ht CUSTOMER LOYALTY om l.c gm IMPROVEMENT n a Lu MASTER OF BUSINESS ADMINISTRATION n va y te re SUPERVISOR: DR PHAM PHU QUOC th Ho Chi Minh City- Year 2018 C CHAIN CONVENIENCE STORE’S CUSTOMER LOYALTY IMPROVEMENT Executive summary t to Nowadays, Vietnam becomes one of the most dynamic emerging countries in ng Asia The development of Vietnam’s economic creates the fierce competitive market for hi ep the domestic and foreign investors In the competitive market, customer loyalty is considered as the key to success in business and the most important determinant for w n sustainable development of organization After analyzing the annual reports and lo ad customer surveys, C chain of convenience store (in short, it would be called C chain in ju y th this thesis) realized that the customer loyalty of C chain is very low compared to previous years and their competitors It can be considered the threat for the sustainable yi pl development of C chain From the analyzing of previous research’s results, conducting al ua qualitative and quantitative research, the thesis found two main potential causes of C n chain’s low customer loyalty: the lack of cooperation between regional managers and va n store managers and the lack of effective training program These factors affect fu ll significantly to the customer satisfaction, the quality of customer service, finance, brand m oi image and oriented development of the organization Because of these serious nh consequences, the exploring of solution for these problems is necessary The solutions at z are discussed in detail in the thesis along with some recommendations for the company z ht vb to improve the cooperation between managers and the quality of training program at C jm chain Besides that, the cost and benefits of these solutions are considered carefully in k this thesis in order to exploring the effective problem solving methods om l.c gm an Lu n va ey t re C CHAIN CONVENIENCE STORE’S CUSTOMER LOYALTY IMPROVEMENT TABLE OF CONTENTS t to ng Executive summary CHAPTER 1: COMPANY INTRODUCTION hi ep 1.1 w 1.2 n Company background C chain head office’s organization chart lo 1.3 Industrial overview ad CHAPTER 2: PROBLEM IDENTIFICATION 10 ju y th 2.1 Symptoms 10 yi 10 pl 2.1.1 The first symptom: Decreasing number of customer over the years ua al 2.1.2 The second symptom: The decreasing average monthly customers per store 11 n va 11 n 2.1.3 The third symptom: Decreasing customers who using membership card fu 12 ll 2.1.4 The fourth symptom: Increasing customer complaints oi m 13 at nh 2.1.5 The fifth symptom: Low Customer Loyalty Index 2.1.6 The qualitative research about competitors’ customer loyalty z 14 z 15 ht 15 k jm 2.2.1 The summary of previous research vb 2.2 Initial cause – effect map 24 om 2.3.1 The qualitative research 17 l.c 2.3 The updated cause effect map gm 2.2.2 The quantitative research 26 29 2.4.2 Qualitative research about problem’s consequences 30 CHAPTER 3: POSITIVE SOLUTIONS FOR SOLVING PROBLEMS 33 ey 29 t re 2.4.1 The summary of previous research n va 2.4 Consequence of problems an Lu 2.3.2 Cause and effect chart of real problem 24 C CHAIN CONVENIENCE STORE’S CUSTOMER LOYALTY IMPROVEMENT 3.1 Solution for improving the cooperation between managers and the efficiency of leadership at C chain 33 t to ng 3.1.1 Reducing workload for regional managers 33 3.1.2 The permission for using smart phone’s application in reporting and management 35 hi ep 3.2 Solution for improving the quality of training programs 36 3.2.2 Organizing the software training course 36 w n 38 lo 3.3.3 Organizing the management training course ad 39 ju y th 3.3 Action planning CHAPTER 4: CONCLUSION 41 yi 42 ua al 44 n Appendix pl Reference n va Questionnaire  Interview guide  The detail calculation of solution’s cost 44 ll fu  oi m 50 at nh 53 z Transcript 46 z k jm ht vb om l.c gm an Lu n va ey t re C CHAIN CONVENIENCE STORE’S CUSTOMER LOYALTY IMPROVEMENT Figure 1: Head office of C chain’s organization chart t to ng hi ep 11 Figure 3: Average monthly customer of one store from 2016 to 2018 11 Figure 4: The amount of customer using membership card 12 from 2015 to 2017 12 Figure 2: The average number of customers per store per day w 12 from 2015 to 2017 12 Figure 6: The average daily revenue of on store from 2015 to 2017 13 Figure 7: The result of the survey about Customer Loyalty Index 14 Figure 8: Customer’s period time buying products at C store 18 n Figure 5: Average daily customer complaints of one store lo ad ju y th yi pl 18 Figure 10: The reason why customers not have membership card 19 n ua al Figure 9: Customer’s membership card 19 Figure 12: The customer satisfaction score 20 n va Figure 11: The customer’s rating for benefit of membership card fu 21 ll Figure 13: The common problems which customers facing m 21 oi when buying products from C store 21 Figure 15: The rating of C store’s problem solving 22 at nh Figure 14: The C store’s representative solving problem 22 vb 24 jm ht Figure 18: Cause and effect chart of real problem z Figure 17: The initial cause effect map z Figure 16: The customer’s expectation 27 k 40 om l.c gm Figure 19: The action plan an Lu n va ey t re C CHAIN CONVENIENCE STORE’S CUSTOMER LOYALTY IMPROVEMENT CHAPTER 1: COMPANY INTRODUCTION 1.1 Industrial overview t to Vietnam is one of the most dynamic retail market in Asia with the sixth position ng in Global Retail Development Index Because of the sharp growing retail industry and hi ep the open economy with various trade agreements between Vietnam and many world economic organizations, Vietnam becomes the most attractive retail market in the world w n Realizing the potential of Vietnam’s retail market, not only domestic investors but also lo ad foreign investors try to enter and gain the market share of the retail industry in Vietnam ju y th This makes Vietnam’s retail market is more vibrant and competitive yi Vietnam has the young population with people aged from 15 to 64 accounting pl for 70% of its total population Besides that; nowadays, Vietnam’s population have the al n ua increasing income, rapid urbanization and rising living standard These are the potential n va factors for the development of supermarket and convenience store in Vietnam Until ll fu now, there are nearly 900 supermarkets, 9000 traditional market and 2.3 million retail m households throughout Vietnam and these figures continues increasing by the available oi investors and new investors who are preparing to enter Vietnam’s retail market at Company background nh 1.2 z z vb C group is a real estate development and management company It offers services jm ht such as property development, real estate management, evaluation, consulting, and k project management Nowadays, the rapid growth in Vietnam's retail market has made gm Vietnam becomes the country which is attractive for domestic and foreign retailers With l.c the great potential of Vietnam’s retail industry, C group decided to buy a local om supermarket in October 2014 to enter the retail industry and began opening C chain of an Lu convenience store in 2015 In the first year, there are 300 stores opened; by 2016, there are 720 stores opened; until now, there are 812 stores in Vietnam In order to catch the ey customers t re store, C Group had set up the shopping online website with various service for n va trend of online shopping, at the same time as the establishment the chain of convenience C CHAIN CONVENIENCE STORE’S CUSTOMER LOYALTY IMPROVEMENT The core values which C chain brings to customers are: High quality goods With the strict control process of C chain, the t to customers can be completely assured about the quality of goods Besides that, C ng chain also develop the private label products such as Ceco, Cmart Cook with the hi ep professional production lines Convenient shopping C chain has huge number of stores and wide w n coverage across Vietnam It makes customers go shopping and use the service lo ad easily and conveniently y th Friendly and conscientious C stores are designed and arrange friendly ju with clear instruction The employees are always full of energy in order to bring yi pl the best service to customers ua al Community development The spirit of C chain is developing the n sustainable business, protecting environment, customer’s health and the n va development of society fu ll With the long-term vision, C chain has been developing quality as well as m oi quantity of stores in order to meet the requirement of customers, brings the leading retailer in Vietnam at nh convenience and safety when using products of C chain Let C chain become a z ht vb C chain head office’s organization chart z 1.3 jm C chain head office has one Director who is responsible for all activities of chain k store There are six departments which are supporting Director in manage C chain, these gm l.c are sales department, marketing department, IT department, accounting department, om human resource department and chain operating department The most important department are chain operating department, marketing department and sales department an Lu Sales department is responsible for the merchandise and the revenue of store C chain accountable for checking products quality of C store (Quality Assurance team), ey established to support Director manage C chain’s operation This department is t re customer service’s activities and promotion activities Chain operating department was n va not have Customer service department, so the Marketing department is in charge of C CHAIN CONVENIENCE STORE’S CUSTOMER LOYALTY IMPROVEMENT monitoring C store’s operation (Region supervisor team) and developing store system (New store development team) t to ng hi ep w n lo ad ju y th yi pl n ua al n va ll fu m oi Figure 1: Head office of C chain’s organization chart at nh z z k jm ht vb om l.c gm an Lu n va ey t re C CHAIN CONVENIENCE STORE’S CUSTOMER LOYALTY IMPROVEMENT 10 CHAPTER 2: PROBLEM IDENTIFICATION 2.1 Symptoms t to The system of C chain developed sharply in order to gain the market share of the ng retail market By the strong expansion of convenience stores, the shopping online hi ep application, the young and enthusiastic staffs, C chain hopes to be the leading retailer in Vietnam However, the result is not as expected The annual reports of C chain show w n that the revenue is decreasing in the recent years and the main cause of this problem is lo ad the decreasing number of customer over the years The relationship of customers and C y th chain is not close, the number of customers who use the relationship card when go ju shopping at C stores is very low There are five symptoms which suggest that C chain yi pl is having the inefficient business operation: the first symptom is the decreasing number ua al of customer over the year, the second symptom is the decreasing average monthly n customers per store, the third symptom is the decreasing customer who using va n membership card, the fourth symptom is the increasing customer complaints and the fu ll fifth symptoms is the low customer loyalty index of C chain Then, the research will m oi analysis each symptom in order to clarify the problem which C chain is facing, at nh z 2.1.1 The first symptom: Decreasing number of customer over the years z ht vb The average number of customers is decrease over the years In the first jm year, the average number of customers is about 243 people per day In 2016, this k number decrease 39% compare to the previous year and then C chain decided to gm close 62 stores which have ineffective business operation and continued to l.c looking for favorable place in order to expand their network However, by 2017, om the average number of customers at one store per day still decrease to 96 people an Lu While the retail industry in Vietnam is having the outstanding growth, especially ey t re convenience store per day n va the convenience store This is the very low number of the average customers for C CHAIN CONVENIENCE STORE’S CUSTOMER LOYALTY IMPROVEMENT 58 No, I haven’t been provided all resources and support I needed How does the company give you the right to take full advantage of your t to capabilities and potential? ng The company not give me the right to order products directly hi ep Which is the common customer’s complaint about your store? w Some products are not available Example some types of milk, noodles, n lo beverage, … ad - How you solve this problem y th I said sorry with customer and then I mail to the purchasing team and my ju yi regional store manager pl - How long will the problem be solved? al Who evaluate your problem solving? n va - n ua About days ll fu Sometimes, my regional manager comes to the store to check times a week oi m How often the region manager come to evaluate your store? nh at After the date of evaluation, how long he come back to check your store? z z After week vb Please drop the comment on how region manager work? om How long have you work for C chain? l.c I am Tran Minh Ha, a store’s managers gm Please Introduce about Employee name, position k The second interview jm ht He is a strict and responsible person an Lu I have worked for C store about years Before that, I worked for Family - How you evaluate the quality of training? ey Probe t re I was not trained because I have experience about convenience store n How were you trained by direct supervisor? va mart as store’s manager C CHAIN CONVENIENCE STORE’S CUSTOMER LOYALTY IMPROVEMENT 59 No answer - How are the whole new knowledge and skill that you were trained influence on t to you work? ng No answer hi ep - Beside the training program, what are the coaching programs that you were w learnt at your position? n lo No, I was not received any coaching program ad y th - What training activities you like or need that you not receive? What are ju the effects? yi pl I not have experience with fresh food products, so I think I need to be al n ua trained about how to preserve and exhibit these products n va - What you feel that you have been provided with the resources and support ll fu as your needs to complete the work? oi m I think I have enough resources and supporting to complete my work nh How does the company give you the right to take full advantage of your at z capabilities and potential? z ht vb The company not give me the all right to manage the store How you solve this problem? l.c - gm The customer complaints are not solved promptly k jm Which is the common customer’s complaint about your store? How long will the problem be solved? About days to days Who evaluate your problem solving? After the date of evaluation, how long he come back to check your store? ey or times per week t re How often the region manager come to evaluate your store? n No one va - an Lu - om I said sorry with customer and then I connect to the customer service team C CHAIN CONVENIENCE STORE’S CUSTOMER LOYALTY IMPROVEMENT 60 No, he doesn’t come back to check, he requests me take the picture about the fixing Please drop the comment on how region manager work? t to ng He is very kind, but he does not have the good knowledge about store’s hi operating ep The third interview w Please Introduce about Employee name, position n lo My name is Pham Thi Thanh L I am convenience store’s manager ad How long have you work for C chain? y th ju I have worked for C store more than year yi How were you trained by direct supervisor? pl ua al I was trained in five days by the former store’s manager Because he intended n to quit the job and I replace his position va n Probe fu ll - How you evaluate the quality of training? oi m The training is good but not enough, I had to learn by myself nh at - How are the whole new knowledge and skill that you were trained influence on z jm ht vb They are very useful for my work z you work? k - Beside the training program, what are the coaching programs that you were om l.c No gm learnt at your position? the effects? an Lu - What training activities you like or need that you not receive? What are as your needs to complete the work? ey - What you feel that you have been provided with the resources and support t re I am very confused about how to using report software n va Report software training I have to report for the regional manager, but C CHAIN CONVENIENCE STORE’S CUSTOMER LOYALTY IMPROVEMENT 61 My data access’s right is limited How does the company give you the right to take full advantage of your t to capabilities and potential? ng The company give me the right to decide almost store’s operation hi ep However, some decisions have to check by regional manager w Which is the common customer’s complaint about your store? n lo The necessary products usually not available ad - How you solve this problem? y th I said sorry with customer and then I connect to the purchasing team ju How long will the problem be solved? yi - pl About days al Who evaluate your problem solving? n va No one n ua - oi m or times per week ll fu How often the region manager come to evaluate your store? After the date of evaluation, how long he come back to check your store? at nh About week z Please drop the comment on how region manager work? z k jm attention to my store ht vb He is a responsible person But he is very busy, so he doesn’t take much My name is Nguyen Van T My position is store’s manager - How you evaluate the quality of training? ey Probe: t re Because I have experience in retail, I wasn’t trained n How were you trained by direct supervisor? va I have worked for C store about months an Lu How long have you work for C chain? om Please Introduce about Employee name, position l.c gm The fourth interview C CHAIN CONVENIENCE STORE’S CUSTOMER LOYALTY IMPROVEMENT 62 No answer - How are the whole new knowledge and skill that you were trained influence on t to you work? ng No answer hi ep - Beside the training program, what are the coaching programs that you were w learnt at your position? n lo No ad y th - What training activities you like or need that you not receive? What are ju the effects? yi pl I need merchandise management software coaching Because my store has al n ua many near-date products They existed before the time I start my job at C store n va - What you feel that you have been provided with the resources and support ll fu as your needs to complete the work? oi m C chain is lack of the official documents about the operational process at nh Therefore, each store is operating by different way I think C chain should provide the official documents about operational process to employees z z jm ht capabilities and potential? vb How does the company give you the right to take full advantage of your k My right is limited and when I want to something out of my right, I Which is the common customer’s complaint about your store? - How you solve this problem? an Lu The products usually not available om l.c gm have to ask my regional manager va I borrow the products from another store and then I call to the purchasing Immediately - Who evaluate your problem solving? ey How long will the problem be solved? t re - n team to order and give back later C CHAIN CONVENIENCE STORE’S CUSTOMER LOYALTY IMPROVEMENT 63 No one How often the region manager come to evaluate your store? or times per week t to ng After the date of evaluation, how long he come back to check your store? hi week ep Please drop the comment on how region manager work? w He is a responsible person with good knowledge about retail industry n lo ad y th The fifth interview ju Please Introduce about Employee name, position yi My name is Pham Van C, my position is store’s manager pl ua al How long have you work for C chain? n I have worked for C store about years years and months for store’s n va employee months for store’s manager ll fu How were you trained by direct supervisor? oi m When I started the job as store’s employee, I was trained my my colleague, nh and almost I learned by myself When I became store’s manager, I was trained at by the former store manager in days It is a short time to receive a new job, z z so I confused and lack of knowledge about this job k jm - How you evaluate the quality of training? ht vb Probe: gm l.c The training was too short and not transmit enough information They have the significant influence with my job an Lu you work? om - How are the whole new knowledge and skill that you were trained influence on ey I don’t receive any other coaching programs t re learnt at your position? n va - Beside the training program, what are the coaching programs that you were C CHAIN CONVENIENCE STORE’S CUSTOMER LOYALTY IMPROVEMENT 64 - What training activities you like or need that you not receive? What are the effects? t to I want to be trained how to use all software which support for my job at C ng store hi ep - What you feel that you have been provided with the resources and support as your needs to complete the work? w n lo No, I not have enough documents which guide for the job at C store ad y th How does the company give you the right to take full advantage of your ju capabilities and potential? yi pl My right is limited and I just can decide some small problems al n ua Which is the common customer’s complaint about your store? How you solve this problem? n - va Some products are not available fu ll I connect to the regional manager m How long will the problem be solved? oi - z ht vb No one z Who evaluate your problem solving? at - nh About days k times a week jm How often the region manager come to evaluate your store? gm After the date of evaluation, how long he come back to check your store? Please drop the comment on how region manager work? om l.c About days an Lu He is very strict and supportive He always help me to solve the problems, How long have you work for C chain? ey My name is Huynh Cong T, I work for store’s manager position t re Please Introduce about Employee name, position n The sixth interview va however; he is too busy, so it take a long time for problem solving C CHAIN CONVENIENCE STORE’S CUSTOMER LOYALTY IMPROVEMENT 65 I have worked for C store years years for store employee position and year for store manager position How were you trained by direct supervisor? t to ng When I started the job as store’s employee, I was trained by my store manager, hi he taught me how to the job and evaluate my performance ep Probe: w n - How you evaluate the quality of training? lo ad The quality of training is good y th ju - How are the whole new knowledge and skill that you were trained influence on yi you work? pl al n ua They have the significant influence on my job n learnt at your position? va - Beside the training program, what are the coaching programs that you were fu ll When I was store’s employees, I receive the coaching program about how oi m to exhibit the fresh food at nh - What training activities you like or need that you not receive? What are z z the effects? vb k managers It helps us exchange for work experience jm ht I think C chain should organize the outside activities for all store’s gm as your needs to complete the work? an Lu C chain is lack of the official working instruction om l.c - What you feel that you have been provided with the resources and support How does the company give you the right to take full advantage of your ey t re Which is the common customer’s complaint about your store? n My right is limited va capabilities and potential? C CHAIN CONVENIENCE STORE’S CUSTOMER LOYALTY IMPROVEMENT 66 They cannot call for the customer service team because the line always busy - How you solve this problem? t to ng I support them to solve the problems and not need the customer service hi supporting ep - How long will the problem be solved? w It depends on their problem n lo - Who evaluate your problem solving? ad No one y th ju How often the region manager come to evaluate your store? yi times a week pl n About days ua al After the date of evaluation, how long he come back to check your store? n va Please drop the comment on how region manager work? ll fu He is lack of knowledge about store’s operation Therefore, when he oi m evaluating the store he usually has mistakes at nh The seventh interview z z Please Introduce about Employee name, position vb How long have you work for C chain? l.c gm How were you trained by direct supervisor? k I have worked for C store about months jm ht My name is Nguyen Minh T I work as store’s manager om I was trained by regional manager in day because I have experience in train me how to these job ey I cannot comment because he just introduced job at C store but he didn’t t re - How you evaluate the quality of training? n va Probe: an Lu working for convenience store C CHAIN CONVENIENCE STORE’S CUSTOMER LOYALTY IMPROVEMENT 67 - How are the whole new knowledge and skill that you were trained influence on you work? t to Not influence ng - Beside the training program, what are the coaching programs that you were hi ep learnt at your position? w No any coaching program n lo - What training activities you like or need that you not receive? What are ad y th the effects? ju I think C chain should provide us the training program about software yi pl Because it have significant impact on my work al n ua - What you feel that you have been provided with the resources and support n va as your needs to complete the work? ll fu Sometimes, I haven’t been received the supporting from IT department z My right is limited at nh capabilities and potential? oi m How does the company give you the right to take full advantage of your z How you solve this problem? k - jm The customer service solve problems slowly ht vb Which is the common customer’s complaint about your store? gm - How long will the problem be solved? Who evaluate your problem solving? About week ey After the date of evaluation, how long he come back to check your store? t re times a week n How often the region manager come to evaluate your store? va No one an Lu - om About days l.c I call for my regional store manager to report about this problem C CHAIN CONVENIENCE STORE’S CUSTOMER LOYALTY IMPROVEMENT 68 Please drop the comment on how region manager work? He is very supportive and responsible person t to ng The eighth interview hi Please Introduce about Employee name, position ep I am Huynh Xuan P I am a C store’s manager w How long have you work for C chain? n lo About year ad How were you trained by direct supervisor? y th ju I was trained by regional manager in days I have experience in supermarket yi pl However, the activities of supermarket are different the activities of n va Probe: n ua al convenience store It take me a long-term to adapt ll fu - How you evaluate the quality of training? at nh skills for manage store oi m The quality is good but too short I didn’t receive enough knowledge and z - How are the whole new knowledge and skill that you were trained influence on k jm ht vb They have significant influence z you work? om No any coaching program l.c learnt at your position? gm - Beside the training program, what are the coaching programs that you were an Lu - What training activities you like or need that you not receive? What are the effects? as your needs to complete the work? ey - What you feel that you have been provided with the resources and support t re revenue report for my regional store manager n va The training about how doing report I always confused when doing C CHAIN CONVENIENCE STORE’S CUSTOMER LOYALTY IMPROVEMENT 69 I think the Head office’s support is weak When I have problems related to the Head office, it takes me a long-term to solve t to How does the company give you the right to take full advantage of your ng capabilities and potential? hi ep When I decide something, I have to ask my regional store manager, wait for his agreement It is very waste time w n Which is the common customer’s complaint about your store? lo ad The parking place is too small, because my store is located in District How you solve this problem? ju - y th and the pavement is very small, it just enough for motorbike yi pl I ask the next door for parking customer’s motorbike How long will the problem be solved? Immediately va Who evaluate your problem solving? n - n ua al - ll fu No one m oi How often the region manager come to evaluate your store? at nh times a week After the date of evaluation, how long he come back to check your store? z z About days vb jm ht Please drop the comment on how region manager work? He is not supportive He responses slowly and very strict when evaluate k The interview about the problem’s consequences - an Lu Please Introduce about Employee name, position, experience om The first interview l.c III gm the store My name is Pham Huy T I am staff of chain operating department as regional - C chain not have the specific training program or training documents for ey What you evaluate the quality of C chain’s training program? t re activities related to store’s operation n va manager I have worked for C chain about years My job is supervising all C CHAIN CONVENIENCE STORE’S CUSTOMER LOYALTY IMPROVEMENT 70 employees The quality of training is very poor How you evaluate the cooperation between C’s chain employee? t to ng - Because of the huge number store, the cooperation between store and store, hi ep store and head office is very weak I am responsible for supervising 30 stores, I have to come and check stores per day and average I can check store w n times per month So there are many problems in the store I cannot solve lo ad y th How you think about the consequences of the problem (the ineffective training ju and poor employee cooperation)? yi pl In my opinion, the ineffective training and poor employee cooperation leads ua al - to the low employee performance, low organizational performance and low n n va customer satisfaction ll fu The second interview oi m Please Introduce about Employee name, position, experience I am Nguyen Van N I have worked for C chain about years as a staff of nh at customer service team My job is receiving the customer’s complaints and work z z with the related department about these complaints ht vb What you evaluate the quality of C chain’s training program? k jm Firstly, I want to said that I didn’t receive any training program from C chain gm Before start working at C chain, I worked for the shopping mall as the service l.c employees However, the business operation of C chain is different with this How you evaluate the cooperation between C’s chain employee? an Lu chain om shopping mall, so I faced with many problems when adapted with the job at C It takes many time to solve problems and the problem solving is not effective ey problems, everyone always passes the responsibility to other people/department t re cooperation between departments, employees is very weak When there are n va Because I have to work with many departments at C chain I realized the C CHAIN CONVENIENCE STORE’S CUSTOMER LOYALTY IMPROVEMENT 71 How you think about the consequences of the problem (the ineffective training and poor employee cooperation)? t to - In my opinion, these problems make the company is lack of quality ng hi employees, poor quality of problem solving It leads to the low company ep performance and low profit and low customer satisfaction w n lo The third interview ad Please Introduce about Employee name, position, experience y th I am Doan Trong A, I have worked for C chain about year as regional manager ju yi I am responsible for managing 28 stores pl What you evaluate the quality of C chain’s training program? al n ua I have trained by the colleague about days I think the time of training is very not effective n va short, so I didn’t follow all tasks at the first time I think the training program is fu ll How you evaluate the cooperation between C’s chain employee? m oi I think the C chain’s employee cooperation is very weak, because the loose nh at management C chain have a large system of store but not have enough quality z regional manager Therefore, the stores are not managed tightly and they operate z jm ht vb in the different ways k How you think about the consequences of the problem (the ineffective training l.c gm and poor employee cooperation)? om It makes me face to many difficulties when manage my region I can not manage performance of C store, low sales and low profit an Lu C stores effectively as also follow the sales or store’s problems It leads to the low position is monitoring store’s revenue staff ey My name is Hoang Thu H I have worked for C chain about 10 months My t re Please Introduce about Employee name, position, experience n va The fourth interview C CHAIN CONVENIENCE STORE’S CUSTOMER LOYALTY IMPROVEMENT 72 What you evaluate the quality of C chain’s training program? I have trained by the former staff about days before she quit this job The training is good but too short Therefore, I had to call her frequently in order to t to ng ask about the job She is very kind and supportive hi How you evaluate the cooperation between C’s chain employee? ep I think the C chain’s employee cooperation is not good The store’s managers w not cooperate with me when I the revenue report or collect the data from store n lo How you think about the consequences of the problem (the ineffective ad training and poor employee cooperation)? y th The ineffective training leads to many employee’s mistakes and lead to low ju - yi employee performance pl The poor employee cooperation leads to the job delay and affect to the ua al - n business operation of the company n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re