(LUẬN văn THẠC sĩ) LOTTE mart NSG the importance of customer loyalty improvement in sale performance

UNIVERSITY OF ECONOMICS HOCHIMINH CITY International School of Business LE VU BINH LOTTEMART NAM SAI GON-THE IMPORTANCE OF CUSTOMER LOYALTY IMPROVEMENT IN SALE PERFORMANCE MASTER OF BUSINESS AMINISTRATION SUPERVISOR: Assoc Prof Dr TRAN HA MINH QUAN Ho Chi Minh – Year 2020 TIEU LUAN MOI download : skknchat@gmail.com Table of contents Chapter 1: Company background 1.1 LOTTE GROUP _ 1.2 LOTTE Mart Viet Nam 1.3 LOTTE MART NAM SAI GON (NSG) _ Chapter 2: Symptom: Sales of membership declined 9% comparing last year 10 2.2 Rivals 13 2.3 Retail Market Trend: 14 Chapter 3: Problems Identification 18 3.1 Potential problem: 18 3.1.1 Products (assortment) does not adapt to membership’s needs _ 18 3.1.2 Customer Loyalty’s benefits is unattractive _ 19 3.1.3 Lack of shopping experience _ 21 3.1.4 Bad attitude of staffs 22 3.2 Validating problems 24 3.2.1 Manager’s & staff’s perspectives: 26 3.2.2 Customer’s perspectives 26 Chapter Cause Validation 27 4.1 Potential causes _ 27 4.1.1 Bad services of store staffs _ 27 4.1.2 Low competitiveness of member benefits 28 4.1.3 Unreasonable price _ 30 4.2 Validate cause _ 33 Chapter Alternative solution 35 5.1 Solution Invite expert to train CRM skills for marketing staffs 35 5.2 Solution 2: Personalized promotion to loyalty membership 37 5.3 Solution 3: Apply 80/20 rule to increase volume of top membership group occupied highest (only focus on Lead group & Loyal group as mentioned above) 39 Chapter 6: Action Plan 41 Chapter Supporting information 42 TIEU LUAN MOI download : skknchat@gmail.com Table of Figures Figure 1: Profit & Lost performance………………………………………………………7 Figure 2: Vietnam retail Sales…………………………………………………………….10 Figure 3: Evolution of modern trade chains by chanels……………………………….12 Figure 4: Retailer analysis-AC Nielsen………………………………………………….13 Figure 5: Customers landscape………………………………………………………….15 Figure 6: Loyalty performance analysis…………………………………………………16 Figure 7: Loyalty Analysis by nationality……………………………………………… 16 Figure 8: Loyalty analysis by generation……………………………………………… 17 Figure 9: Category sale yearly report ………………………………………………… 19 Figure 10: Retail customer Analysis by AC Nielsen……………………………………20 Figure 11: Retailer imagery Analysis by AC Nielsen………………………………… 22 Figure 12: LOTTE Mart Camera AI Analysis……………………………………………23 Figure 13: LOTTE MART CRM report 2nd half 2019………………………………… 28 Figure 14: Rivals analysis by author…………………………………………………… 29 Figure 15: Loyalty survey by Nielsen ……………………………………………………30 Figure 16: AC Nielsen retailer pricing analysis…………………………………………31 Figure 17: Derived important ranking by Nielsen………………………………………32 Figure 18: Cost benefit by author’s synthesis ……………………………………….36 Figure 19: Loyalty group segmented…………………………………………………….37 Figure 20: Cost benefit by author’s synthesis……………………………………… 38 Figure 21: Loyalty focusing ………………………………………………………………39 Figure 22: Cost benefit by author’s synthesis……………………………………… 40 Figure 23: KPIs estimation with solutions campaign………………………………… 41 Table of Diagram Diagram 1: LOTTE Group Core Values………………………………………………….5 Diagram 2: LOTTE Mart VN Catch Phrase 2020……………………………………….6 Diagram 3: LOTTE Mart Viet Nam Organization Chart……………………………… Diagram 4: LOTTE Mart Nam Sai Gon Organization Chart ………………………… Diagram 5: Initial Causes & Effect Map…………………………………………………24 Diagram 6: Final Causes & Effect Map………………………………………………….34 TIEU LUAN MOI download : skknchat@gmail.com Executive Summary Vietnam has been experiencing phenomenal rates of growth in its retailing industry and considered as fastest growing in ASIA One of ways to prevail in retail industry is salvaging loyalty program as effectively competitive strategy in order to attract, engage, grow, retain and nurture customers in increasing sales & profit performance However, in LOTTE Mart Nam Sai Gon, after analyzing annual report and relevant others, the store is facing imperative problems that sales of customer loyalty went down 9% comparing 2018 Utilizing different literature, together with customer surveys, in-Dept employee’s interviews, the author identified main problems to impact shopping decision of membership Findings indicated that potential problems listed as Products (assortment) does not adapt to membership’s needs, customer Loyalty’s benefits is unattractive, lack of shopping experience, bad attitude of staffs The author recognize main cause of problems is low competitiveness of member benefits And designing solution that the company should acquire and serve core customers in various segments, concentrate on increase revenue of top sales membership group with privilege benefits In summary, the thesis show main problems, main cause and how to make most reasonable solutions based on literature reviews and experience as well TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance (LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance LOTTE Mart NAM SAI GON-THE IMPORTANCE OF CUSTOMER LOYALTY IMPROVEMENT IN SALE PERFORMANCE Chapter 1: Company background 1.1 LOTTE GROUP LOTTE Corporation is multinational Top Five largest group of South Korea, LOTTE start business from June 28, 1948, established by Mr Shin Kyuk-ho Korean businessman in Tokyo LOTTE expanded its business in the whole country, South Korea by the establishing confectionery company in Seoul on Dec 18, 1959 LOTTE developed strongly to become South Korea’s biggest business group at fifth position LOTTE Group include more than 90 business subsidiaries that hiring over 60,000 staffs appealed in such diversified field as confect manufacturing, financial services alcohol, resorts, health and beauty, retail, personal care, industry chemicals, electric, Information Technology, construction, publish, and entertainment LOTTE owns additional businesses India, Indonesia, Vietnam, India, America, in Taiwan, Philippine, Great Britain, China, Russia, Philippines, Uzbekistan and Poland History: • 50 years to develop LOTTE Confectionery to be a global business • 1960: Modernization of food industry • 1970: Develop of food industry and reinforce diversification of business • 1980: Entry to the 10 Korean businesses • 1990: Provision of foundation for global management • 2000: Focus on the main capability to be a multi-national business • 2010: Vision, the powerful development for multi-national business to leading company Mission: “We enrich people’s lives by providing superior products and services that our customer love & trust” Vision: Creator of Lifetime Value to develop strong growth over the upcoming 60 years, LOTTE has selected to concentrate on concrete growth and notice a clear TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance (LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance vision “Lifetime Value Creator” means our resolution to create LOTTE a brand that deliver our clients with the so real value into their lives Core Values: The core value that all LOTTE employee must wish toward so that LOTTE could finish practical mission and vision, those are Respect, Originality, Challenge LOTTE’s Corporate Culture: Find ways to generate bigger value by all your employees sharing their hearts and thoughts LOTTE is generate a unique valuecreating culture that enhances social value through mutually beneficial relationships between the various stakeholders of the company, as we ensure employee well-being by how to respect everyone's different lifestyles and build business value through innovation and consolidation of ideas Diagram 1: LOTTE Group Core Values TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance (LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance 1.2 LOTTE Mart Viet Nam Being subsidiary of LOTTE group has been in Viet Nam for more 10 years Specializing in selling consumer goods, groceries, fashion, electronics & so on We have 14 stores in the whole Viet Nam, located in big provinces such as Ho Chi Minh, Ha Noi, Can Tho, Da Nang, Vung Tau, Nha Trang, Phan Thiet, Diagram 2: LOTTE Mart VN Catch Phrase 2020 With the strategic vision to 2023, LOTTE Mart Viet Nam aims to become ”Viet Nam No.1 innovative Retail company” & “Viet Nam No online Fresh Grocery Mall” on Speed L online channel The Catch Phrase of 2020 “Think Fresher, Do better” target encourage and motivate all employees to keep the creative and innovative mindsets at works, always putting efforts to make the works better improve A always – fresh TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance Chapter Supporting information Interviewee’s demographic No Trang Thi Le Strategy Director Customer Working Time of experience interview 01 Year 17 Feb 2020 03 Year 19 Feb 2020 02 Year 17 Feb 2020 04 Year 19 Feb 2020 02 Year 19 Feb 2020 05 Year 20 Feb 2020 Customer Mar 2020 Mr Kim Jang Oh Customer Customer Mar 2020 Nguyen Hai Customer Customer Mar 2020 Phone Call 10 Le Thi Dinh Customer Customer Mar 2020 Phone Call 11 Tran Nhu Y Customer Customer Mar 2020 Phone Call 12 Nguyen Thu Customer Customer Mar 2020 LOTTE Mart NSG Full Name Position Front office staff Nguyen Van Long Operation Director Huynh Quoc Cuong Store Manager Hoang Hai Customer Service Sup Vu Nhu Van Sales Sup Kim Jong Yoo Tran Thi Vi Phuong Place of interview LOTTE Mart NSG Head Office LOTTE Mart NSG LOTTE Mart NSG Head Office Head Office Phone Call 13 Hoang Bach Hop Customer Customer Mar 2020 Phone Call 14 Nguyen An Customer Customer Mar 2020 LOTTE Mart NSG 15 Nong Thi Hai Customer Customer Mar 2020 Phone Call 16 Le Hoang Hai Yen Customer Customer Mar 2020 LOTTE Mart NSG 17 Nguyen Thi Le Customer Customer Mar 2020 Phone Call 18 Le Thi Hoa Customer Customer Mar 2020 LOTTE Mart NSG 42 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance (LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance Themes Tran Thi Vi Coding Category Internal work Management Benefit loyalty Management Brand Brand awareness management Shopping Customer service Could you tell me customer service in your store? Actually attitude of security guys, house keeper are shoppers, so impolite categories wholehearted to when staffs consult serving are products not to customers” Nguyen Van Long How you think about of LOTTE Mart benefits? “Our benefits to member is not enough competitive to capture customer comparing rivals, we should study to upgrade more privilege to satisfy loyal member” Huynh Quoc Cuong Why sales of membership go down comparing last year? Our sales declined because we our member is not loyal & move to competitor Hoang Hai You think what are our problems? experience “I think that our problem is loyalty, we have few activities & festival to caring member, we should improve quickly Vu Nhu Van Satisfaction How you think about of LOTTE Mart Products management benefits? Price & products for member are not attractive to retain loyal members” Kim Jong Yoo Satisfaction Can you give me some ideas about LOTTE Mart’s membership policy? 43 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance (LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance “We should improve benefits of membership as soon as possible, if not, we will lose customer day by day” Trang Thi Le Satisfaction Do you often shop in LOTTE Mart NSG? Products management “I am living in Sky Garden Apartment (High income area), I not care price, and however, I fell difficult to find organic, natural items for my family LOTTE Mart need to improve this issues to engage high income customer Mr Kim Jang Oh Satisfaction Products How you think products in store NSG? Purchase management “Products in International zones is not behavior diversified as wine, confectionary, I must buy essential items in An Nam Gourmet Nguyen Hai LOTTE Mart have few delicious dishes to adapt my quick meal for modern family like mine” Le Thi Dinh Satisfaction How long you not purchase in store NSG? Member policy “I often get discount coupon or gift from Coop Shopping Mart on my birthday, but LOTTE Mart is not behavior Loyalty ever” Active member Gen Y Le Van complained that “I have been a member of LOTTE Mart for year with monthly high expenditure, considered nevertheless, as VIP I member, am I not really disappointed” Tran Nhu Y 44 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance (LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance “I stop shopping in your store anymore because your member policy did not meet my needs & and I moved to Coop Mart Extra” Nguyen Thu Phuong “I like to shop in AEON Mall because they have a lot of special benefits on member day” Active member Gen Z Mr Hung added “Member of Vinmart get back 3% discount, but LOTTE Mart only 1%” Hoang Bach Hop “I like shopping experience in VinMart by using Scan & Go, I come store, scan what I want by App and go back, staff deliver to my home” Nguyen An Satisfaction Customer service How you think LOTTE Mart service? “Why store Nam Sai Gon does not pay by Shopping Grab Moca, It is so fast & convenient?” experience Nong Thi Hai “I really likes shopping in LOTTE Mart so much Recently, it seems store staff attitude go down, staffs did not care my attention as before She does not see welcome, smile in their faces I felt unsatisfactory Le Hoang Hai Yen “I often go to your store, however, your staff almost introduced me about member card, also benefits when being members Sometimes, customer is crowed, she had to wait more 10 minutes, but did not hear 45 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance (LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance excuse from store, I really disappointed about caring services Nguyen Thi Le “I will never buy in LOTTE Mart anymore because house keeper abused her indirectly when I dropped items by mistake, although shopper excuse to house keeper Le Thi Hoa “I move to go shopping in CoopMart, because they often send SMS discount promotion to me, once or twice per month” 46 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance (LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance REFERENCES Briesch RA, Chintagunta PK, Fox EJ How Does Assortment Affect Grocery Store Choice? JMR, Journal of Marketing Research 2009 04;46(2):176 Allaway AW, Gooner RM, Berkowitz D, Davis L Deriving and exploring behavior segments within a retail loyalty card program European Journal of Marketing 2006;40(11):1317-1339 Cruz E, Orts-Escolano S, Gomez-Donoso F, Rizo C, Rangel JC, Mora H, et al An augmented reality application for improving shopping experience in large retail stores Virtual Reality 2019 09;23(3):281-291 Song S IDENTIFYING ON-LINE SHOPPING EXPERIENCES FROM THE PERSPECTIVE OF SHOPPING MOTIVES Academy of Marketing Studies Journal 2015;19(3):139-148 Veloso CM, Magueta DM, Fernandes PO, Ribeiro H THE EFFECTS OF CUSTOMER SATISFACTION, SERVICE QUALITY AND PERCEIVED VALUE ON BEHAVIOURAL INTENTIONS IN RETAIL INDUSTRY Economic and Social Development: Book of Proceedings 2017 Sep:330-342 Terblanche NS Customer interaction with controlled retail mix elements and their relationships with customer loyalty in diverse retail environments Journal of Business and Retail Management Research 2017 01;11(2) Singh AK, Kapoor R A Literature Review on Demand Models in Retail Assortment Planning International Journal of Marketing & Business Communication 2013;2(4):1-11 Gable M, Fiorito SS, Topol MT An empirical analysis of the components of retailer customer loyalty programs International Journal of Retail & Distribution Management 2008;36(1):32-49 García-Gómez B, Gutiérrez-Arranz AM, Gutiérrez-Cillán J Exploring the influence of three types of grocery retailer loyalty programs on customer affective loyalty The International Review of Retail, Distribution and Consumer Research 2012;22(5):547 10 Wei-Ming O, Chia-Mei Shih, Chin-Yuan C, Kuo-Chang W Relationships among customer loyalty programs, service quality, relationship quality and loyalty Chinese Management Studies 2011;5(2):194-206 11 Končar J, Marić R, Vukmirović G Analysis of key indicators that affect the expected benefit of customers when using loyalty cards Journal of Business Economics and Management 2019 06;20(5):821-840 12 Omar NA, Wel CAC, Musa R, Nazri MA Program Benefits, Satisfaction and Loyalty in Retail Loyalty Program: Exploring the Roles of Program Trust and Program Commitment IUP Journal of Marketing Management 2010 11;9(4):6-28 47 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance (LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance 13 Thirumalai S, Sinha KK To Personalize or Not to Personalize Online Purchase Interactions: Implications of Self-Selection by Retailers Information Systems Research 2013 09;24(3):683-708,881-882 14 Ganesh J Managing customer preferences in a multi-channel environment using Web services International Journal of Retail & Distribution Management 2004;32(2):140-146 15 Iyer G, Kuksov D Competition in Consumer Shopping Experience Marketing Science 2012 Nov;31(6):913-933,1023 16 Kovač I, Naletina D, Brezović D Factors Influencing the Participation in Customers' Loyalty Programmes: The Case of Croatia Entrepreneurial Business and Economics Review 2018;6(2):185-199 17 Kursunluoglu E Shopping centre customer service: creating customer satisfaction and loyalty Marketing Intelligence & Planning 2014;32(4):528-548 18 Sparks L Customer Service in Retailing - The Next Leap Forward? The Service Industries Journal 1992 04;12(2):165 19 Yuen EFT, Chan SSL The effect of retail service quality and product quality on customer loyalty Journal of Database Marketing & Customer Strategy Management 2010 Sep;17(3-4):222-240 20 Omar NA, Wel CAC, Musa R, Nazri MA Program Benefits, Satisfaction and Loyalty in Retail Loyalty Program: Exploring the Roles of Program Trust and Program Commitment IUP Journal of Marketing Management 2010 11;9(4):6-28 21 Khairawati S Effect of customer loyalty program on customer satisfaction and its impact on customer loyalty International Journal of Research in Business and Social Science 2020;9(1):15-23 22 Martin WC, Ponder N, Lueg JE Price fairness perceptions and customer loyalty in a retail context Journal of Business Research 2009 06;62(6):588 23 Tolbert SL, Kohli C, Suri R Who pays the price for loyalty? The role of selfconsciousness The Journal of Product and Brand Management 2014;23(4):362371 24 Khairawati S Effect of customer loyalty program on customer satisfaction and its impact on customer loyalty International Journal of Research in Business and Social Science 2020;9(1):15-23 25 Ergin, Elif & Parıltı, Nurettin & Ozsacmaci, Bulent Impact of Loyalty Cards On Customers Store Loyalty International Business & Economics Research Journal (2011): 6-10 26 Cant MC, Toit Md Identifying The Factors That Influence Retail Customer Loyalty And Capitalising Them The International Business & Economics Research Journal (Online) 2012;11(11):1223-n/a 48 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance (LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance(LUAN.van.THAC.si).LOTTE.mart.NSG.the.importance.of.customer.loyalty.improvement.in.sale.performance