Selecting effective e crm strategy by an integration of single valued neutrosophictopsis a case study of abb viet nam

MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND EDUCATION GRADUATION THESIS INDUSTRIAL MANAGEMENT SELECTING EFFECTIVE E-CRM STRATEGY BY AN INTEGRATION OF SINGLE-VALUED NEUTROSOPHICTOPSIS: A CASE STUDY OF ABB VIETNAM LECTURER: DR NGUYEN PHAN ANH HUY STUDENTS: PHAM THI NGOC GIAU SKL 010205 Ho Chi Minh City, 2023 HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND EDUCATION FACULTY FOR HIGH QUALITY TRAINING THESIS SELECTING EFFECTIVE E-CRM STRATEGY BY AN INTEGRATION OF SINGLE-VALUED NEUTROSOPHICTOPSIS: A CASE STUDY OF ABB VIETNAM PHAM THI NGOC GIAU Student ID: 19124067 Major: INDUSTRIAL MANAGEMENT Advisor: Dr NGUYEN PHAN ANH HUY HO CHI MINH CITY, 2023 COMMENTS OF ADVISOR HCMC, 03/May/2023 Advisor i COMMENTS OF REVIEWER HCMC, 03/May/2023 Reviewer ii ACKNOWLEDGEMENTS I would like to express my utmost gratitude to ABB Automation and Electrification (Vietnam) Company Limited, especially to Ms Nguyen Thi Tuong Vi and Ms Phung Thi Thu Ngan, my direct instructors, as well as to all the members of the RARO department and colleagues at the company They have provided me with tremendous support and guidance during my time there, generously sharing their knowledge, skills, and experience to help me grow and excel in my work I am truly grateful for their time and effort, which has been invaluable to me I also extend my sincere appreciation to Nguyen Phan Anh Huy, my thesis instructor, for his dedicated and patient guidance in formulating my graduation thesis With his help, I have been able to avoid mistakes and learn important lessons in my academic journey While working on this thesis, I acknowledge that my theoretical and practical experience is still limited, resulting in some shortcomings in my report Therefore, I humbly look forward to receiving valuable feedback and comments from Mr Nguyen Phan Anh Huy and other teachers, which will undoubtedly enhance my understanding and proficiency in the field Finally, I would like to wish all my teachers good health and success in their teaching profession To my colleagues at ABB Automation and Electrification (Vietnam) Co., Ltd., I extend my best wishes for their well-being and prosperous careers HCMC, 03/May/2023 Student name Pham Thi Ngoc Giau iii LIST OF ABBREVIATION ABBREVIATION EXPLANATION ABB Asea Brown Boveri ABM Account-Based Marketing ANDM Aggregated Neutrosophic Decision Matrix B2B Business To Business Co., Ltd Limited Liability Company CRM Customer Relationship Management ECRM Electronic Customer Relationship Management FES Fuzzy Expert System MCDA Multiple-Criteria Decision Analysis MCDM Multi-Criteria Decision-Making NES Neutrosophic Expert System SVN Single Value Neutrosophic SVN-NIS Single-Valued Negative Ideal Solution SVN-PIS Single-Valued Positive Ideal Solution SVNWL Single-Valued Neutrosophic Linguistic TOPSIS Technique For Order Preference by Similarity to Ideal Solution USD United States Dollar VND Vietnam Dong iv LIST OF TABLES Table 1 Detailed information about ABB Vietnam Co., Ltd Table Robots and Factory Automation Table The dimensions of E-CRM strategy and methodology as adopted by the authors 27 Table The summary of the identified evaluation criteria for the E-CRM strategy 36 Table The summary of the identified evaluation Alternative for the E-CRM strategy 42 Table 3 A group of experts participated in the case study 45 Table Alternative Ratings for Linguistic Variables 46 Table Linguistic variables for rating the importance of criteria and Expert 47 Table The weights of the experts in the decision group 52 Table The evaluation of the criteria for expert selection using the SVNSs 54 Table The weight of the criterion 55 Table 4 The importance of the alternatives in regard to each expert 56 Table Aggregated Single Valued Neutrosophic Decision Matrix 58 Table Aggregated Weighted Single Valued Neutrosophic Decision Matrix 59 Table The distance from each alternative to the SVN-PIS and SVN-NIS 60 Table The weighted distance from each alternative to SVNPIS and SVNNIS And Relative Closeness Coefficient 61 Table The weighted grey relational coefficient ℘ of each alternative 63 Table 10 The grey relational grade for each alternative 63 Table 11 The ranking results of sensitivity analyses 64 APPENDIX Questionnaire of Criteria for TOPSIS Method 75 APPENDIX Questionnaire of Alternative for TOPSIS Method 76 v LIST OF FIGURES Figure 1 ABB Group in Switzerland Figure Logo ABB Figure YuMi® - IRB 14000 Figure Activities in Vietnam Figure ABB Vietnam's effective Use of Salesforce Marketing Cloud 15 Figure The Difference between Fuzzy Expert System and Neutrosophic Expert System 24 Figure 2 Flowchart of TOPSIS method 26 Figure The levels of the research framework 35 Figure The hierarchical structure of the E-CRM Strategy effectively 44 Figure Separation measure and the RCC for each Alternative 62 Figure Sensitivity analysis results 65 vi TABLE OF CONTENTS COMMENTS OF ADVISOR i COMMENTS OF REVIEWER ii LIST OF ABBREVIATION iv LIST OF TABLES v LIST OF FIGURES vi TABLE OF CONTENTS vii INTRODUCTION TO THE REPORT 1 Rationale: Objective: Scope and object: Research methodology: Structure of report: CHAPTER INTRODUCTION TO THE COMPANY 1.1 General introduction: 1.1.1 ABB Group: 1.1.2 ABB Automation and Electrification (Vietnam) Company Limited 1.2 Development history of ABB Vietnam: 1.3 ABB's products and solutions 1.4 Business Principles: 1.5 Activities of the company in Vietnam: 1.6 Typical projects: 1.7 ABB's mission statement, goals and core values: 11 1.7.1 ABB Mission Statement 11 1.7.2 ABB's goal statement: 11 1.7.3 ABB's core value statement: 12 vii 1.8 Analysis of industry attractiveness: 12 1.9 Customer-Centric Approach and E-CRM Strategy: 14 1.10 The current situation of E-CRM implementation at ABB Vietnam: 15 CHAPTER 2: LITERATURE REVIEW 17 2.1 E-CRM Strategies: 17 2.1.1 CRM: 17 2.1.2: E-CRM: 17 2.1.3 Business Analysis tools: 18 2.1.4 Customer Satisfaction: 18 2.1.5 Social Media Integration: 18 2.1.6 Privacy protection: 19 2.1.7 Creation of integrated business systems: 19 2.1.8 Importance of human resources: 19 2.1.9 Cost-effectiveness: 20 2.2 Proposed research model: 20 2.2.1 Multiple-criteria decision analysis Methods: 20 2.2.2 Single-Valued Neutrosophic Linguistic (SVNWL) Topsis Approach: 21 2.3 Related Works: 27 CHAPTER 3: METHODOLOGY 35 3.1 Research process: 35 3.1.1 Define criteria and alternative: 36 3.1.2 Statistics a team of decision-makers: 45 3.2 Single Value Neutrosophic: 46 3.2.1 Computation of weights of the decision expert: 46 3.2.2 Computation of the Aggregated Neutrosophic Decision Matrix: 48 3.2.3 Computation of the weights for the criteria: 48 viii indicate that A5 is the most suitable ECRM strategy, which emphasizes creating a seamless and personalized customer experience One way to enhance this experience is by increasing the exposure and accessibility of ABB's robot products through real-life demonstrations and video exhibitions on their website However, it is important to note that the other alternatives, such as A4 and A1, also have relatively high closeness coefficients and may be worth considering as potential options The technique employed in this analysis provides a robust and objective approach to decision-making in complex and dynamic business environments By taking into account both the importance weights of the criteria and the performance of each alternative, this approach enables companies to make well-informed and data-driven decisions that align with their strategic objectives Overall, the results of this analysis highlight the importance of adopting an ECRM strategy that is tailored to the specific needs and requirements of a B2B company, while also keeping in mind the latest trends and best practices in the industry Table 11 The ranking results of sensitivity analyses ALTERNATIVE (λ, μ) Ranking results A1 A2 A3 A4 A5 (0;1) 0.5134 0.5072 0.5045 0.5165 0.5162 A4> A5 > A1 > A2 > A3 (0.1;0.9) 0.5129 0.5034 0.4985 0.5166 0.5210 A5> A4 > A1 > A2 > A3 (02;0.8) 0.5123 0.4989 0.4915 0.5167 0.5268 A5> A4 > A1 > A2 > A3 (0.3;0.7) 0.5116 0.4937 0.4832 0.5169 0.5336 A5> A4 > A1 > A2 > A3 (0.4;0.6) 0.5107 0.4875 0.4731 0.5171 0.5418 A5> A4 > A1 > A2 > A3 (0.5;0.5) 0.5096 0.4800 0.4606 0.5173 0.5520 A5> A4 > A1 > A2 > A3 (0.6;0.4) 0.5083 0.4708 0.4447 0.5175 0.5648 A5> A4 > A1 > A2 > A3 0.7;0.3) 0.5066 0.4591 0.4240 0.5179 0.5816 A5> A4 > A1 > A2 > A3 (0.8;0.2) 0.5042 0.4439 0.3956 0.5183 0.6045 A5> A4 > A1 > A2 > A3 (0.9;0.1) 0.5009 0.4233 0.3546 0.5190 0.6374 A5> A4 > A1 > A2 > A3 (1;0) 0.4958 0.3937 0.2898 0.5200 0.6888 A5> A4 > A1 > A2 > A3 64 (Source: Author) Based on the results shown in Table 4.12 and Fig 2, it can be concluded that in the majority of the performed experiments (10 out of 11), alternative A5 is the optimal ECRM strategy This consistency in results indicates the reliability and effectiveness of the proposed decision-making method in various decision-making environments Moreover, the fact that A4 was the optimal ECRM strategy in one of the experiments further demonstrates the versatility of the approach in considering the different weights of the evaluation criteria and the performance of each alternative Sensitivity analysis results (0;1) 0.7 0.6 0.5 0.4 0.3 0.2 0.1 0.0 (1;0) (0.9;0.1) (0.1;0.9) (02;0.8) (0.8;0.2) (0.3;0.7) 0.7;0.3) (0.4;0.6) (0.6;0.4) A1 A2 (0.5;0.5) A3 A4 A5 (Source: Author) Figure Sensitivity analysis results The proposed method offers a rational and informed approach to decision-making, taking into account both the criteria weights and the performance of each alternative This approach ensures that the final decision is objective and reliable, providing a valuable tool for selecting the best ECRM strategy in various scenarios Overall, the results suggest that the proposed method is a robust and effective tool for decision-makers in the field of ECRM, enabling them to make well-informed and objective decisions Conclusion of chapter The findings of the author's use of the SVN-TOPSIS model to assess the efficacy of various E-CRM tactics are presented in Chapter The most desirable ECRM approach is A5, which has the greatest weighted score and is calculated as the distance between each 65 option and the ideal alternatives Sensitivity studies were also performed, and the results demonstrated that this decision-making method may produce an accurate and impartial final judgment, making it a useful tool for selecting the best option in any given circumstance 66 CHAPTER 5: CONCLUSION 5.1 Implications: The goal of the study is to integrate the Single-Valued Neutrosophic-TOPSIS (SVN-TOPSIS) method to create a decision-making framework for choosing an efficient E-CRM strategy In the complex and dynamic corporate environment of Vietnam, this method is helpful because it enables decision-makers to deal with uncertainties and inadequate information in the decision-making process The case study of ABB Vietnam offers a real-world illustration of how the proposed framework might be used The results of this study can be useful for managers and practitioners in the field of E-CRM in Vietnam and elsewhere, as well as for the academic literature on the selection of E-CRM strategies The problem is also pertinent in the current digital era, where online transactions and e-commerce are more common than ever Businesses must have a well-thought-out ECRM strategy as they transition to digitalization in order to engage with customers and establish enduring relationships The suggested framework might help organizations choose the best E-CRM strategy in order to accomplish their organizational objectives The work also contributes to the expanding field of Neutrosophic-TOPSIS, a relatively recent method of decision-making Traditional methods might not be able to manage complicated and uncertain scenarios, but the inclusion of SVN-TOPSIS in the ECRM strategy selection process offers a more thorough and robust approach The topic "Selecting Effective E-CRM Strategy by an Integration of Single-Valued Neutrosophic-TOPSIS: A Case Study of ABB Vietnam" has broad ramifications, to put it simply The study might add to the body of knowledge on choosing an E-CRM approach and offer helpful advice to industry professionals The suggested framework provides a thorough and reliable method for making decisions in difficult and unpredictable circumstances The framework is applied practically in the case study of ABB Vietnam, demonstrating its usefulness in realistic circumstances In general, the study can assist organizations in Vietnam and elsewhere in creating efficient E-CRM strategies to interact with customers and accomplish their corporate objectives 5.2 Conclusion: In conclusion, the selection of an effective e-CRM strategy is a critical decision for any organization In this study, I have proposed an integration of the Single-Valued Neutrosophic-TOPSIS method to assist in the decision-making process By evaluating 67 seven main criteria, including customer satisfaction, business analysis tools, Social Media Integration, privacy protection, the creation of integrated business systems, the importance of human resources, and cost-effectiveness, and five alternative e-CRM strategies, including Account-based marketing, Social media engagement strategy, Chatbot-based customer service strategy, Gamification-based customer loyalty strategy, and Customer experience strategy, I have identified that the Mobile-first e-CRM strategy, with its focus on user-friendliness, system availability, and accessibility, is an optimal solution for ABB Vietnam Furthermore, I also emphasize the effectiveness of the Single-Valued NeutrosophicTOPSIS method in facilitating the decision-making process This method takes into account the uncertain and imprecise nature of decision-making criteria, which is common in the business environment Therefore, it provides a more accurate and comprehensive evaluation of different alternatives, resulting in a better-informed decision However, I also acknowledge that the selection of an e-CRM strategy should be tailored to the specific needs and characteristics of the organization and its customers Therefore, I suggest that organizations should regularly review and update their e-CRM strategies to ensure they remain effective and relevant Finally, I recommend that organizations consider implementing a "Customer experience strategy" as part of their overall e-CRM approach, particularly for B2B organizations This approach can help organizations to provide a seamless and personalized customer experience across all touchpoints, including website, mobile, and customer service Additionally, I suggest that organizations should focus on creating integrated marketing systems, including video exhibitions, website, and product videos, to provide customers with real-life experiences of their products and services, particularly in the case of complex products such as the ABB Vietnam robot 68 REFERENCES 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