Effectiveness of customer care programs the case of canifa joint stock company

BANKING ACADEMY OF VIETNAM FOREIGN LANGUAGES FACULTY GRADUATION THESIS EFFECTIVENESS OF CUSTOMER CARE PROGRAMS: THE CASE OF CANIFA JOINT STOCK COMPANY Instructor : Assoc Prof.PhD Pham Thi Hoang Anh Student : Pham Thi Binh Class : K21ATCB Student ID : 21A7510014 Academic year : 2018 - 2022 Ha Noi, May 2022 Tai ngay!!! Ban co the xoa dong chu nay!!! 17014126214671000000 CERTIFICATE OF ORIGINALITY I would like to reassure that my thesis graduation is researched by myself with the support of Ms Pham Thi Hoang Anh, my instructor and does not copy from any previous research All information consulted by the author in secondary sources is fully cited I will take full responsibility if there is a copy of other research found in this thesis Hanoi, May 2022 Author Phạm Thị Bình i ACKNOWLEDGEMENTS To complete this thesis, I have received a lot of support and help First of all, I would like to express my sincere gratitude to my supervisor, Assoc Prof PhD Pham Thi Hoang Anh, for following me from the start of writing the thesis Ms Hoang Anh always responded to my questions in a very short time and without her detailed guidance and precious comments, this research could not be as complete as it would be Secondly, I want to acknowledge the help of the staff of the customer care Department of Canifa – where I did my internship, especially, Ms Trang – leader of the department, Ms Ly, and Miss Linh who did not hesitate to give me all necessary data for my research and honest answers for my queries as well as facilitated me to finish this graduation thesis successfully I had a truly happy time getting to know and working with the team Furthermore, I would like to thank all my beloved lecturers in the Faculty of foreign language and other faculties who I had the chance to meet in the Banking Academy of Vietnam, all my friends, who together with me to create unforgettable four years in the university I want to give the biggest thanks to Thanh Huyen (Banh Bao) and Khanh Huyen (Huyen Beo), my two closest university friends for sharing the best memories with me in the last four years and always being by my side Finally, from the bottom of my heart, it is my deep appreciation for my Mom for never failing to unconditionally support me on the studying journey regardless of the fact that sometimes we have different opinions ii LIST OF ABBREVIATIONS Canifa Canifa Joint Stock Company VNPT Vietnam Posts and Telecommunications Group CX Customer Experience CSAT Customer Satisfaction VIP Very Important Person TV Television SMS Short Messaging Service CRM Customer Relationship Management KPI Key performance indicator C-point Canifa point VND Viet Nam Dong iii LIST OF DIAGRAMS Diagram 2.1: Formation of customer expectation………………………………… 11 Diagram 2.2: Model of customer expectation……………………………………… 12 Diagram 2.3: Relationship among customer expectations, customer experiences and customer satisfaction………………………………………………………………….15 Diagram 3.1: Data collection procedure…………………………………………… 25 iv LIST OF TABLES Table 2.1: Customer satisfaction definitions………………………………………….14 Table 3.1: Fundamental anthropological information of participants……………… 24 Table 4.1 Timeline of the “Excellent” voucher - free shopping program…………….27 Table 4.2: Target customer of the “Excellent” voucher - free shopping program… 28 Table 4.3: SMS content of the “Excellent” voucher - free shopping program 28-29 Table 4.4: Sales gained from the “Excellent” voucher - free shopping program………29 Table 4.5: Massage success of the “Excellent” voucher - free shopping program 31-32 Table 4.6: Timeline of the Autumn voucher program… ………………………….33-34 Table 4.7: Target customer group of the Autumn voucher program ………………….34 Table 4.8: Sales gained from the Autumn voucher program ………………………….35 Table 4.9: Message success of the Autumn voucher program…………………….36-37 Table 4.10: Timeline of the Private sale program - 20 years mark……………………39 Table 4.11: Target customer group of the Private sale program - 20 years mark…39-40 Table 4.12: SMS content of the Private sale program - 20 years mark……………… 40 Table 4.13: Sales gained from the Private sale program - 20 years mark…………40-41 Table 4.14: Message success of the Private sale program - 20 years mark……… 41-42 v LIST OF FIGURES Figure 3.1: Marketing channels of Canifa ……………………………………………21 Figure 4.1: Sale of 50 percent-discount voucher in provinces ……………………….30 Figure 4.2: Sale of 30 percent-discount voucher in provinces ……………………….31 Figure 4.3: Sales in provinces ……………………………………………………… 36 Figure 4.4: Customer satisfaction level about Canifa’s customer care gift quality in 2021………………………………………………………………………………… 43 Figure 4.5: Customer satisfaction level about the way to give gifts of Canifa in 2021 ……………………………………………………………………………………… 44 Figure 4.6: Customers’ contribution ideas to Canifa ’s gifts in 2021 ……………… 45 Figure 4.7: Gifts that customers expect to receive in the future ………………………46 vi TABLE OF CONTENT CERTIFICATE OF ORIGINALITY i ACKNOWLEDGEMENTS ii LIST OF ABBREVIATIONS iii LIST OF DIAGRAMS iv LIST OF TABLES v LIST OF FIGURES vi ABSTRACT ix CHAPTER 1: INTRODUCTION 1.1 Introduction 1.2 Background of the study 1.3 Objectives of the study 1.4 Significance of the study 1.5 Scope and limitations of the study 1.5.1 Scope of the study 1.5.2 Limitations of the study 1.6 Definition of terms 1.7 Structural organization of the study CHAPTER 2: REVIEW OF RELATED LITERATURE 2.1 Literature review 2.2 Theoretical and Conceptual framework 2.2.1 Overview of customer 2.2.2 Overview of customer care 16 CHAPTER – RESEARCH METHODOLOGY 19 3.1 Locale of the study 19 3.1.1 Canifa Joint Stock Company 19 3.1.2 Customer care Department of Canifa 19 3.2 Research design 21 3.3 Data 21 3.4 Research instruments 22 vii 3.4.1 Reports 22 3.4.2 Survey 23 3.5 Data collection procedure 24 3.6 Data treatment 25 3.7 Reliability and validity 25 CHAPTER 4: FINDINGS AND ANALYSIS 26 4.1 Programs 26 4.1.1 “Excellent” voucher - free shopping program 26 4.1.2 Autumn voucher program 32 4.1.3 Private sale program - 20 years mark 37 4.2 “Customer satisfaction level of customer care gifts in 2021” Survey 42 4.2.1 Findings 42 4.2.2 Remarks 47 CHAPTER 5: CONCLUSION AND RECOMMENDATION 49 5.1 Conclusion 49 5.2 Recommendations 50 REFERENCES APPENDICES viii ABSTRACT The importance of customer care to the development of businesses is undeniable in the context of current competitive markets It is possible to claim that the better customer care activities businesses have the more successful they are the businesses According to changes in the market and consumers’ demands, customer care programs also need to be improved day by day, so evaluating them is an essential task to make suitable changes The thesis “Effectiveness of the customer care programs – the case of Canifa Joint Stock company” is conducted with the aim of assessing the effect of some customer care programs of Canifa in 2021 Through quantitative and qualitative research methods, the author assessed the effect of each program: the gift-giving programs in 2021 generally had positive results while two out of three discount vouchergiving programs had modest outcomes At the same time, the author analyzed possible factors resulting in that effect of the program And finally, based on the findings and the author's own experience during serving the internship at the Customer care Department, the author also made several recommendations to the Department to advance the effect of customer care programs in the future Key words: Customer care, customer care programs, Canifa ix