(LUẬN văn THẠC sĩ) principles to build customer loyalty in vietnam card industry

ĐẠI HỌC QUỐC GIA HÀ NỘI TRƯỜNG ĐẠI HỌC KINH TẾ PHÙNG NGỌC HẠNH PRINCIPLES TO BUILD CUSTOMER LOYALTY IN VIETNAM CARD INDUSTRY LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: TS Vũ Huy Thông Th.S Nguyễn Việt Anh Hà Nội – 2005 TIEU LUAN MOI download : skknchat@gmail.com ĐẠI HỌC QUỐC GIA HÀ NỘI TRƯỜNG ĐẠI HỌC KINH TẾ PHÙNG NGỌC HẠNH PRINCIPLES TO BUILD CUSTOMER LOYALTY IN VIETNAM CARD INDUSTRY Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 05 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: TS Vũ Huy Thông Th.S Nguyễn Việt Anh Hà Nội – 2005 TIEU LUAN MOI download : skknchat@gmail.com TABLE OF CONTENT CHAPTER INTRODUCTION 1.1 NECESSITY OF THE THESIS 1.2 PURPOSE 1.3 KEY RESEARCH AREA 1.4 METHODOLOGY 1.5 CONTRIBUTIONS OF THE THESIS 1.6 OUTLINE CHAPTER CUSTOMER LOYATY LITERATURE REVIEW 2.1 WHAT IS CUSTOMER LOYALTY 2.1.1 Customer development process 2.1.2 What is customer loyalty ? 2.1.3 Customer loyalty and customer satisfaction 2.1.4 Customer loyalty is a journey 10 2.2 THE BENEFITS OF CUSTOMER LOYALTY 10 2.2.1 The value of Predictability 11 2.2.2 No price of attraction 12 2.2.3 The ease of doing business 12 2.2.4 Word of mouth marketing 13 2.3 FIVE PRINCIPLES TO BUILD CUSTOMER LOYALTY 14 2.3.1 People business with people 15 2.3.2 Differentiation 22 2.3.3 Value and Assurance 26 2.3.4 Effective communication 30 2.3.5 Focus 33 CHAPTER RESEARCH ON CUSTOMER LOYALTY IN VIETNAM CARD INDUSTRY 37 3.1 VIETNAM CARD MARKET OVERVIEW 37 iv TIEU LUAN MOI download : skknchat@gmail.com 3.1.1 Vietnam card market 37 3.1.2 Export opportunities 44 3.2 RESEARCH ON CUSTOMER LOYALTY IN VIETNAM CARD INDUSTRY 45 3.2.1 Objectives of the research 45 3.2.2 Research methodology 45 3.2.3 Data analysis and results 48 3.2.5 CONCLUSION 61 CHAPTER RECOMMENDATIONS TO BUILD CUSTOMER LOYALTY IN VIETNAM CARD INDUSTRY 63 4.1 DEVELOPE ACTIVITIES THAT SUPPORT PEOPLE DOING BUSINESS WITH PEOPLE 64 4.1.1 Test yourself how well you deal with your customers 64 4.1.2 Understand and effectively use the tool KUHL 65 4.1.3 Take the initiative visiting your customers 68 4.2 DEVELOPE ACTIVITIES THAT SUPPORT DIFFERENTIATION 68 4.2.1 Test yourself about your differentiation 68 4.2.1 Always think of something different 69 4.3 DEVELOPE ACTIVITIES THAT SUPPORT VALUE AND ASSURANCE 75 4.3.1 Test yourself about your value preposition and assurance 75 4.3.2 Create value preposition for every product line 76 4.3.3 Stand in your customer’s shoes to prepare value preposition 76 4.3.4 Be flexible in delivering values 77 4.3.5 Ensure promises are kept 78 4.4 DEVELOPE ACTIVITIES THAT SUPPORT EFFECTIVE COMMUNICATION 78 4.4.1 Take a test of your effective communication 78 4.4.2 Prepare well before you meet with your customer 79 v TIEU LUAN MOI download : skknchat@gmail.com 4.4.3 Being dedicated during the meet 80 4.4.4 Send thank you note to your customer 81 4.4.5 Create a newsletter 82 4.4.6 Survey about customer satisfaction regularly 84 4.5 DEVELOPE ACTIVITIES THAT SUPPORT FOCUS 87 4.5.1 Examine your focus 87 4.5.2 Do not apply more favor offer to new customer 87 4.5.3 Focus your resources on current customers 88 CONCLUSION 89 REFERENCES 90 Appendix A – Questionnaire for Vietnam card companies 91 Appendix B - Questionnaire for Vietnam Card Customers 95 Appendix C – Sample of Product Installation 101 Appendix D – List of card vendors participated the survey 102 Appendix E – List of card customer 103 vi TIEU LUAN MOI download : skknchat@gmail.com LIST OF TABLE Table 3.1 - Vietnam Card Market Size Table 3.2 - Vietnam Card Related Products Table 3.3 - Samples Profiles Table 3.4 – Satisfaction of Performance Table 3.5 – Time of business relationship Table 3.6 – Likelihood of repurchase current card vendor’s products and services Table 3.7–Likelihood of switching to another competing brands when experience poor services Table 3.8 – Likelihood of recommend current card vendor to others Table 3.9 – Relation between customer loyalty building and loyalty rate Table 4.1 – Examine how well you know about your customer Table 4.2 – Understand your customer by asking questions Table 4.3 – Examine your difference Table 4.4 – Examine your value preposition and assurance Table 4.5 - Examine your effective communication Table 4.6 – Examine your focus vii TIEU LUAN MOI download : skknchat@gmail.com CHAPTER INTRODUCTION 1.1 NECESSITY OF THE THESIS Getting customers to come back again and again is the most important endeavor of every business No business can be successful by continually dealing with new customers Repeat customers are the source of all profit It is estimated that “acquiring new customers can cost five times more than the cost of satisfying and retaining current customers” *Philip Kotler, 2001+ Loyalty means profitability When customers stay longer, they are easier to predict, likely to create emotional bond and recommend us to others Meanwhile, serving cost reduce as we had experience and knowledge about our customers Advertising expense is saved as customers already know about us, our products and services Profit tends to increase and losing customer, especially old one means losing profit However, many companies in Vietnamese card industry suffer from high customer churn - they gain new customers only to lose many of them A statistic research in MK Technology Group, a well-known brand in Vietnamese card industry showed that, “on average, retention rate of a Vietnamese card company is 45% after years.” The number is low According to International Card Manufacturing Association, average retention rate in 25 leading card TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry companies is 70% For companies who pay great focus and efforts on building customer loyalty, this rate may reach 80% Surveys have shown that, Vietnam card companies generally aware the cost of losing customers, the benefits as well as the necessity of building customer loyalty However, activities to earn customer loyalty are currently poorly conducted and how to build it effectively is still a question 1.2 PURPOSE The thesis has provided Vietnam card companies with an overview of customer loyalty theory, the necessity and the benefits of building customer loyalty A survey was also conducted to help card companies have some ideas about current loyalty rate in Vietnam card market The most essential part suggests some recommendation, guidelines to help Vietnam card companies effectively achieve customer loyalty 1.3 KEY RESEARCH AREA The thesis studies customer loyalty theory, opinions and experiences from different researchers and industries leaders How to customize the theory to successfully apply in Vietnam card industry Chapter two of the thesis is a research on Vietnam card industry with two main objectives: To assess customer loyalty building activities To assess current customer loyalty (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry 1.4 METHODOLOGY Related documents on customer loyalty were gathered, compared, analyzed and customized for Vietnam card market Various sources of information were combined for use: books, internet, media, direct talks with marketing experts In chapter two, author has conducted surveys with objectives as mentioned above Population and Sample For the first survey, author assesses customer loyalty building activities in card industry The population is all Vietnamese card companies, which is estimated at 19 companies As most companies are based in Hanoi and Ho Chi Minh City (HCMC), we will take the sample of companies in Hanoi and others in HCMC These 12 companies account for about 90% Vietnamese card market share This sample is typical enough to withdraw conclusions about Vietnam card industry The questionnaires are delivered to key person in each company The second survey is to identify how loyal customers are in Vietnam card industry This is a B2B commerce, card customers usually are organizations Of course customer loyalty varies from company to company However, we would like to have a general view of current loyalty rate Author has taken a sample of 40 organizations that issuing cards The sample is taken randomly, 25 in Hanoi and 15 in HCMC (see Table 3.3 for Sample profile) (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry Data collections methods Many data collection methods were considered Because of constraints in terms of time, costs and human resources, a random sample from the whole population of card companies could not be obtained in this research Author has approached 12 most well known card companies in Hanoi and HCMC for the survey For the first survey, a total of 12 questionnaires were sent via email Notice phone calls were made in prior and follow up All 12 completed usable questionnaire were collected For the second survey, a total 40 questionnaires were distributed and 33 are completed usable Secondary data provided by card companies, media, Internet was used in compliment 1.5 CONTRIBUTIONS OF THE THESIS The thesis has systematically helped Vietnam card companies see what customer loyalty is, the benefits and principles to effectively create customer loyalty Most important, the thesis has developed specific activities, tips to guide Vietnam card companies in creating their loyal customers 1.6 OUTLINE The thesis is divided into four chapters:  Chapter 1: Introduction  Chapter 2: Customer Loyalty Literature Review (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry REFERENCES Anderson, James C and Narus, James A 2003 Understand What Customers Value New York: n.p Brock Richard and et al 2000 Profitable Customer Relationships: The Keys to Maximizing Acquisition, Retention, and Loyalty Apastore Inc Faulkner Mike 2003 Customer Management Excellence Prentice Hall Huhges Middleton 2003 The Customer Loyalty Solutions – What Works (and What Doesn’t) in Customer Loyalty Programs Mc Graw-Hill Jankowiz A D 2002 Business Research Project Thomson Learning Kotler Philip 2003 Marketing Management (11th edition) Prentice Hall Lawfer Manzie R 2004 How to Create Lasting Customer Aspatore Inc B Joseph Pine II, Don Peppers, and Martha Rogers 1995 Do you want to keep your customer forever Mc Graw-Hill Solomon Robert 2003 The Art of Client Service Dearborn Financial Publishing 10 www.cardsnowasia.com 11 www.icma.com 12 www.atmmarketplace.com 13 www.mk.com.vn 14 www.nlcs.com.vn 15 www.fis.com.vn 16 www.cftdnet.com.vn 17 www.tomcom.com 18 www.grgbanking.com (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry 90 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry APPENDIX Appendix A – Questionnaire for Vietnam card companies Dear Respondents, I am currently doing my final year project on building customer loyalty in Vietnam card industry individually Thank you for your time on this survey This questionnaire is solely for academic research purposes only Please be assured that your feedback will be kept strictly confidential (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry 91 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry Questionnaires Name: ……………………………… Position: Company name: SECTION I General information Please mark a (X) for your selection at the boxes provided 1.1 Company location 1.2 Company size Hanoi HCMC Less than 20 staff From 20 to 50 Above 50 staff 1.3 Year of experience in card industry Less than year From to years More than years (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry 92 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry SECTION II Customer loyalty concern Please mark a (X) for your selection at the boxes provided 2.1 In your opinion, how have customer loyalty ratings changed at your organization in the past year? Improved considerably Improved somewhat Has remained about the same 2.2 Has declined somewhat Has declined considerably Do not know In your opinion, how important is customer loyalty building within your organization? It is a high priority It is a mid-level priority It is a low priority Do not know 2.3 In your opinion, has customer loyalty been shown to have a direct effect on your organization bottom line? Yes No Don’t know 2.4 How often does your organization conduct surveys to evaluate customer satisfaction and loyalty? Project based Monthly or more often Quarterly Semiannually Yearly or less often We not (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry 93 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry SECTION III Customer loyalty activities Please mark a (X) for your selection at the boxes provided 3.1 How your organize visit to your key accounts? On customer demand Monthly or more often Quarterly 3.2 Semi annually Yearly or less What makes you different from your competitors? Products Services People Channel Image Others 3.3 What are your value prepositions offer to your customers? 3.4 Evaluate your assurance (you will what you say when you say you will it): Low 3.5 Do you communicate with your customer on regular basis? Yes 3.5 No Do you often send messages to your old customers via: Emails News Thank you letter 3.7 Leaflets Advertisement Others: Is the majority of your advertising budget and promotions directed at current customers? Yes 3.8 High No Do you offer new customers special pricing or terms that are not available to loyal customers? Yes No END OF SURVEY THANK YOU FOR YOUR PARTICIPATION (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry 94 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry Appendix B - Questionnaire for Vietnam Card Customers Dear Respondents, I am currently doing my final year project on building customer loyalty in Vietnamese card industry individually Thank you for your time on this survey This questionnaire is solely for academic research purposes only Please be assured that your feedback will be kept strictly confidential (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry 95 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry Questionnaires Name: Your card vendor’s name: SECTION I General information Please mark a (X) for your selection at the boxes provided 1.1 What business is your company in? Banking Telecom Others 1.2 How long have you been issuing cards? Less than year From to years Above years 1.3 What many cards have you issued ? Less than 50,000 cards From 50,000 to 300,000 cards More than 300,000 cards 1.4 How many employees are there in your organization? From to 50 staff From 50 to 100 staff Above 100 staff (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry 96 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry SECTION II Satisfaction of Performance How satisfied are you with the performance provided by your card vendor? For each question, please mark a (X) at one of the boxes provided Very Unsatisfied 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 Unsatisfied Neutral Satisfied Very Satisfied Products Quality (card, card issuing machines ) Customer Service (e.g prompt response to complaints, queries) Service Process (e.g fast, efficient, accurate) Technology (e.g Accuracy, safe, easy and fast) Documentary and process (e.g Easy to apply, fast…) Brand (e.g company reputation) Employees (e.g polite, knowledgeable) Loyalty Program (e.g reward program for loyal customers) Overall performance of card vendor meets my expectation (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry 97 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry SECTION III Customer Loyalty For each question, please mark a (X) at one of the boxes provided How long have you been linking with your card vendor? Less than year years years years and more How often you use your card vendor’s products and services annual? to times to times to times to 12 times More than 12 times Do you often receive messages from your card vendor through mails, advertisements, TVs, magazines, leaflets, etc? Least Often Seldom Sometimes Often Most Often Please rate the likelihood that you will use your current card vendor’s products and services (any of its brands) again in the near future Very Unlikely Very Likely Now consider the likelihood that you will recommend your card vendor (any of its brands) to others Very Unlikely Very Likely (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry 98 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry What aspect of your card vendor’s products and services (any of its brands) you find most attractive & worthy of recommendation? ( ( ( ( ( ( ) Reliable products ) Good service ) Loyalty rewards ) Commitment of people ) Experienced in card industry ) Others Please specify _ When you experience poor service with your card vendor, how likely are you going to switch to another competing brands? Very Unlikely Very Likely (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry 99 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry SECTION IV Recommendations For each question, please mark a (X) at one of the boxes provided Which of these following added services you think are necessary for your card vendor to improve in order to make it excellence their products & services? Product Quality Customer services Documentary and Process Employees Based on your opinion, what further improvements should your card vendor adopt? _ END OF SURVEY THANK YOU FOR YOUR PARTICIPATION (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry 100 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry Appendix C – Sample of Product Installation Measuring product quality at the point of installation is a high priority for company X Please complete the report for each system Thank you for selecting our products Use one of the following methods to send us your complete report: Submit: www.infor/quality/feedback Fax: 568 844 3045 Email: installation_report@vnn.vn Product name Component Component Install date: Serial number Serial number Serial number Installer name: Product Installation Data Did the product installation meet your expectation? Yes No If Yes, thank you for your time! If No, please explain: -Did the product arrive without shipping damage? Yes No If No, please contact our Customer Service Rep who will be able to provide you with the information needed to submit your claim Did the product received match the shipping document? Yes No If No, please complete and contact the Call Center at 19001507 Part #: Description: Part #: -Description: Did the product received in working condition? Yes No If No, please complete and contact the Call Center at 19001507 Part #: Description: Part #: -Description: Hardware: Were you able to power up the equipment and run a card test without problems? Soft ware: Were you able to load and run software? Yes No Yes No Could you complete the installation without Yes No making adjustments? If No, please explain: -Did you receive sufficient document for installation Yes No and was it easy to follow? If No, Please explain: (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry 101 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry Appendix D – List of card vendors participated the survey No Company Location Interviewee Position Email MK Technology Group HN Phan Thi Quynh Hoa Vice Director hoaptq@mk.com.vn NLCS HN Nguyen Duc Tuan Director tuannd@nlcs.com.vn Trans Infotech HN Dau Thi Ngoc Tram Manager tram.dau@transinfotech.com Thiennam IT Co.Ltd HN Tran Viet Thang Deputy Director thangtv@thiennam.com.vn FPT HN Nguyen Thi Mai Hoa Account Manager hoanm@fpt.com.vn Mitech HN Nguyen Viet Phuong Sale Executive phuongnv@mitech.com.vn Openway HCMC Pham Quoc Khanh Sale Manager kpham@openwaygroup.com Opus HCMC Nguyen Nhan Bao Sale Manager Intpacadmin@hn.vnn.vn Viet Card HCMC Le Xuan Mai Director sales@vietcard.com.vn 10 GRG HCMC Do Cuong Director cuongdo@ttiglobal.net 11 CFTDNET HCMC Nguyen Trong Hai Hoang Marketing Manager hoang.nguyen@cftdnet.com 12 Tomcom HCMC Jason Huang Technical Manager jason@tomcom.com.hk 102 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry Appendix E – List of card customer No.1 Customers Contact person Position Email BANKING Vietcombank Dao Minh Tuan Director of IT Center dmtuan@vietcombank.com.vn Incombank Duong Quang Khanh Director of Card Center icbvicd@hn.vnn.vn VPB Do Thi Binh Giang Director of Card Center binhgiang@vpb.com.vn VIB Le Thanh Trung Card Center Executive lt.trung@vib.com.vn ANZ Chu Viet Cuong Banking Senior Manager chuc1@anz.com EAB Ly Thi Ngoc Director of Card Center eab@eab.com.vn Sacombank Nguyen Van Loi Director of Card Center nvloi@sacombank.com.vn SG Incombank Tran Vu Long Director of Card Center longtran.ttt@saigonbank.com.vn Oricombank To Thanh Son Director of IT Center tothanhson@ocb.com.vn 10 Eximbank Dinh Kim Quoc Thai Director of Card Center crca.eximbank@hcm.vnn.vn TELECOM 11 New Generation Telecom Nguyen Van Tuong Deputy Director sales@vnqt.vn 12 EVN Telecom Nguyen Manh Bang Director nguyen_manhbang@mpt.gov.vn 13 HN Post& Telecommunication Hoang Thanh Chung Deputy Director admin@etc.com.vn 14 Hanoi Telecom Nguyen Huu Thong Director hanoitelecom@hn.vnn.vn 15 S Fone Ho Hong Son Director info@stelecom.com.vn 16 Sai Gon Telecom Nguyen Huu Khoi Technical Director saigonpostel@saigonpostel.com.vn 17 Da Nang Telecom Nguyen Minh Ruyen Director vienthongdn@dng.vnn.vn 18 Nghe An Telecom Nguyen Hoai Nam Director naleco@hn.vnn.vn 103 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry (LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry(LUAN.van.THAC.si).principles.to.build.customer.loyalty.in.vietnam.card.industry