ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - PHAN TÙNG APPLICATION OF CUSTOMER RELATIONSHIP MANAGEMENT IN VIETNAMESE TRADING SMES ỨNG DỤNG QUẢN TRỊ QUAN HỆ KHÁCH HÀNG TRONG DOANH NGHIỆP THƢƠNG MẠI VỪA VÀ NHỎ TẠI VIỆT NAM LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH HÀ NỘI - 2018 ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - PHAN TÙNG APPLICATION OF CUSTOMER RELATIONSHIP MANAGEMENT IN VIETNAMESE TRADING SMES ỨNG DỤNG QUẢN TRỊ QUAN HỆ KHÁCH HÀNG TRONG DOANH NGHIỆP THƢƠNG MẠI VỪA VÀ NHỎ TẠI VIỆT NAM Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƢỜI HƢỚNG DẪN KHOA HỌC: TS NGÔ VI DŨNG Hà Nội - 2018 STATEMENT The author confirms that the research outcome in the thesis is the result of author‘s independent work during study and research period and it is not yet published in other‘s research and article The other‘s research result and documentation (extraction, table, figure, formula,and other document) used in the thesis are cited properly and the permission (if required) is given The author is responsible in front of the Thesis Assessment Committee, Hanoi School of Business, and the laws for above-mentioned declaration Phan Tung ACKNOWLEDGEMENT First and foremost, I would like to express my sincere gratitude to my supervisor, PhDDr NGO VI DUNG, at the Hanoi School of Business and Management (HSB), Vietnam National University (VNU) for his detailed guidances and valued advices Without his guidance and persistent help this thesis would not have been completed I would like to express my great thank to all my colleagues and friends for their warmly support during my thesis My special thanks come to DNS management and staffs for all encourages and supports during the whole my MBA course Last but not least, I would like to express my deeply thank to my wife, my children, family members and friends They were the one that are always beside me and supporting me during all the process Phan Tung ABSTRACT This paper aimed to identify the key antecedentsof CRM application and barrier factors that Vietnam SMEs faced when implementing CRM and provide some suggestions to improving the stated process Based on qualitatitive research using focus group discussion method and quantitative survey analysis as supplementation, we found that there are key antecedents of CRM application as follow: (1) Relationship Marketing, (2) Knowledge Management, (3) Motivation of Innovation, (4) Technological Resources, (5) Human Resource Development, (6) Change Management; and key barrier factors that have negative impact to Vietnam SMEs‘ CRM implementation process as follow: (1) Changing Business Culture and Cross functional interaction, (2) Lacks of Customer Knowledge Management Ability, (3) Lacks of new processes and standards, (4) Lacks of skillful Human Resources and, (5) Information Security Threats Furthermore, the key antecedents of CRM implementation in Vietnam SMEs are Relationship Marketing, Knowledge Management, Change Management, Human Resource Development, Technological Resources and Motivation of Innovation Implications for top managements of Vietnam SMEs for improving CRM implementation and future research were also suggested TABLE OF CONTENTS ABBREVIATION iii LIST OF TABLE iiiiii LIST OF FIGURES iiiiiiiii Formatted: Font: No underline, Font color: Auto, Not Expanded by / Condensed by Formatted: Space Before: pt, Line spacing: 1.5 lines CHAPTER 1: INTRODUCTION 114 1.1 Rationale 114 1.2 Research Objectives 336 1.3 Subject and Scope of Research 336 1.4 Structure of the thesis 336 CHAPTER 2: THEORETICAL BACKGROUND .558 2.1 Definition of CRM and its conceptualization problems 558 Formatted: Space Before: pt, Line spacing: 1.5 lines 2.2 Benefits or objectives of business when implementing CRM 8811 2.3 Key factors for success and barriers of CRM application .101012 2.4 Key antecedents of CRM application 111114 2.5 Hypotheses development and research model .202023 2.5.1 Background of Vietnam SMEs 202023 2.5.2 Barriers of CRM implementation in Vietnam SMEs 212124 2.5.3 Research Model 262629 2.6 Chapter Brief 282831 CHAPTER 3: METHODOLOGY 292932 3.1 Research design .292932 Formatted: Space Before: pt, Line spacing: 1.5 lines 3.2 Data sources and data collection 313134 3.3 Qualitative research 313134 3.4 Research measurements 363639 3.5 Quantitative research .383841 3.6 Validity and reliability 393942 3.7 Ethical consideration 404043 3.8 Chapter brief 404043 CHAPTER 4: RESULTS AND DISCUSSIONS 414144 Formatted: Space Before: pt, Line spacing: 1.5 lines 4.1 Sample description 414144 4.2 Results of focus group discussion 414144 4.3 Results of survey 424245 4.4 Discussion on the results .454548 4.5 Chapter brief 525255 CHAPTER 5: CONCLUSIONS, LIMITATIONS AND IMPLICATIONS 535356 5.1 Conclusions 535356 Formatted: Space Before: pt, Line spacing: 1.5 lines 5.2 Implications and suggestions for Vietnam SMEs .545457 5.3 Limitations .606063 5.4 Recommendation for future research 616164 REFERENCES 626265 APPENDIX I: QUESTIONNAIRE 787074 Formatted: Space Before: pt, Line spacing: 1.5 lines ABBREVIATION CRM: Customer Relationship Management SMEs: Small and Medium Enterprises AI: artificial intelligence SFA: Sale force automation KMS: Knowledge Management System RM: Relationship Marketing ERP: Enterprise resource planning NPD: New product development BPS: Business process standardization 10 BPR: Business process reengineering Formatted: Indent: Left: 1.27 cm, No bullets or numbering i LIST OF TABLE Formatted: Line spacing: 1.5 lines Table 2.1: Benefit of successfully CRM implementation Table 2.2: Success factors for CRM implementation .10 Table 2.3: Barriers factors identified by previous studies 11 Table 2.4: Transactional marketing vs CRM approach (Piccoli et al., 2003) 131312 Formatted: Line spacing: 1.5 lines Table 3.1 Key barrier factors and sub-dimensions to CRM implementation in Vietnam SMEs .323231 Table 3.2: Operationalized variables .363635 Table 4.1: Respondent‘s background 414140 Table 4.2 Results on the key factors of barrier 424241 Table 4.3 Results on the sub-dimension of each factor 434342 Table 4.4 sub-dimensions as most commonly barriers 454544 Table 4.5: Detail sub-dimensions of Barrier 1-Changing Business Culture and Cross-functional interaction 464645 Table 4.6: Detail sub-dimensions of Barrier 2- Lacks of customer management knowledge 474746 Table 4.7: Detail sub-dimensions of Barrier 3-Lacks of new processes and standards 494948 Table 4.8: Detail sub-dimensions of Barrier 4-Lacks of skillful Human Resources 505049 Table 4.9: Detail sub-dimensions of Barrier 5-Information Security Threats 515150 Table 5.1 CRM implementation key antecedents 535352 Table 5.2 Key barriers in CRM implementation for Vietnam SMEs 545453 Formatted: Space After: pt, Line spacing: 1.5 lines ii LIST OF FIGURES Figure 2.1: Evolution of CRM (Haran, 2005) .8 Figure 2.2 Knowledge Management System (Fteimi and Lehner, 2014) 141413 Figure 2.3: Factors of Change (Pries & Stone, 2004) .181817 Figure 2.4: Transition Curve (Carnall, 1990) 191918 Figure 2.5: CRM Knowledge Management process 232322 Figure 2.6 Research model .272726 Figure 3.1 Research process 303029 iii Formatted: Line spacing: 1.5 lines Park, C -H., & Kim, Y -G (2003) ―A framework of dynamic CRM: Linking marketing with information strategy.‖Business Process Management Journal, 9(5), 652–671 Payne, A., & Frow, P (2006) ―Customer relationship management: from strategy to implementation.‖Journal of Marketing Management, 22, 135- 168 Peppard, J (2000) ―Customer relationship management (CRM) in financial service.‖European Management Journal, 18(3), 312-327 Peppers, D., Rogers, M., & Dorf, B (1999) ―Is your company ready for one-to-one marketing?‖Harvard Business Review, 77(1), 101–119 Piccoli, G., O‘Connor, P., Capaccioli, C., & Alvarez, R (2003) ―Customer relationship management: A driver for change in the structure of the U.S lodging industry.‖Cornell Hotel and Restaurant Administration Quarterly, 44, 61– 73 Plakoyiannaki, E., & Saren, M (2006) ―Time and the customer relationship management process: conceptual and methodological insights.‖Journal of Business & Industrial Marketing, 21(4), 218-230 Qiang Li, Maggitti, et al.(2013), "Top management attention to innovation: the role of search selection and intensity in new product introductions" Academy of Management Journal 2013, Vol 56, No 3, 893–916 Quan Anh Nguyen, Gillian Sullivan Mort & Clare D'Souza (2015): ―Vietnam in transition: SMEs and the necessitating environment for entrepreneurship development‖, Entrepreneurship & Regional Development: An International Journal Reichheld, F.F (1996a), ―The Loyalty Effect‖, Harvard Business School Press, Boston, MA Formatted: Indent: Left: cm, Hanging: 2.54 cm, Space After: 12 pt, Line spacing: single Ronnas, P and Rammaurthy, B (2000) ―Entrepreneurship in Vietnam: Transformation and Dynamism‖, Copenhagen: Nordic Institute of Asian Studies and Institute of Southeast Asian Studies, October 2000 Formatted: Space After: 12 pt, Line spacing: single Ryals, L Knox, S and Maklan, S (2000), ―Customer Relationship Management(CRM): Building the Business Case.‖FT Prentice Hall, London Seth, J N., & Parvatiyar, A (1995) ―The evolution of relationship marketing.‖International Business Review, 4(4), 412 Sin, L Y M., Tse, A C B., et al (2005) ―CRM: conceptualization and scale development.‖European Journal of Marketing, 39(11/12), 1264-1290 Siti Hajar Mohamad, Norfaridatul Akmaliah Othman, (2014), ISSN: 2231-7996 Vol No 67 Formatted: Indent: Left: cm, Hanging: 2.54 cm, Space After: 12 pt, Line spacing: single Smith, W K., & Tushman, M L 2005 ―Managing strategic contradictions: A top management model for managing innovation streams.‖Organization Science, 16: 522–536 Stanworth, M J K and Curran, J (1973) ―Management Motivation in the Smaller Business‖, Gower Publishing, Aldershot Stanworth, M J K and Gray, C (1991) Bolton ―20 Years On, Small Business Research Trust‖, Paul Chapman Publishing Ltd, London Stefanou, C J., & Sarmaniotis, C (2003) ―CRM and customer-centric knowledge management: An empirical research‖, Business Process Management Journal, 9(5), 617– 634 Storey, D (1986) ―Entrepreneurship and the new firm.‖ In: Curran, Stanworth and Watkin (eds), ―The Survival of the Small Firm‖, Gower Publishing, Aldershot Voelpel, S.C., Leibold, M and Tekie, E.B (2004), ―The wheel of business model reinvention: how to reshape your business model to leapfrog competitors‖, Journal of Change Management, Vol No 3, pp 259-276 Wang, I C., Huang, C Y., et al (2010) ―The influence of customer relationship management process on management performance‖ International Journal of Organization Innovation, 2(3), 40-50 Webster, F E (1992) ―The changing role of marketing in the corporation‖,Journal of Marketing, 56, 1-17 Webster, L and Taussig, M (1999) ―Vietnam's Undersized Engine: A Survey Of 95 Larger Private Manufacturers‖, Mekong Project Development Facility and IFC Number Wennekers, Sander, and Roy Thurik(1999) ―Linking Entrepreneurship and Economic Growth.‖ Small Business Economics 13 (1): 27–56 Wilson, H.N and McDonald, M.H.B (1996), ―Computer Aided Marketing Planning: The Experience Of Early Adopters‖, Journal of Marketing Management, 12, pp 391-416 Xu, M., & Walton, J (2005) ―Gaining Customer Knowledge Through Analytical CRM‖ Industrial Management and Data Systems, 105(7), 955-971 Zablah, A R., Bellenger, D N., et al (2004) ―An evaluation of divergent perspectives on customer relationship management: towards a common understanding of an emerging phenomenon.‖Industrial Marketing Management, 33(6), 475-489 68 Formatted: Space After: 12 pt, Line spacing: single Acs, Zoltan J., Sameeksha Desai, and Jolanda Hessels 2008 ―Entrepreneurship, Economic Development and Institutions.‖ Small Business Economics 31 (3): 219–234 Acs, Zoltan, and Nicola Virgill 2010 ―Entrepreneurship in Developing Countries.‖ Foundations and Trendsw in Entrepreneurship (1): 1–68 Alavi, M., & Leidner, D E (2001) Review: Knowledge management and knowledge management systems: Conceptual foundations and research issues MIS Quarterly, 25(1), 107–136 Al-Mashari, M and Zairi, M (1999), ―BPR implementation process: an analysis of key success and failure factors‖, Business Process Management Journal, Vol No 1, pp 87-112 Al-Mashari, M and Zairi, M (2000), ―The effective application of SAP R/3: a proposed model of best practice‖, Logistics Information Management, Vol 13 No 3, pp 156-66 Amabile, T.M., Conti, R., Coon, H., Lazenby, J and Herron, M (1996), ―Assessing the work environment for creativity‖, Academy of Management Journal, Vol 39 No 5, pp 1154-1184 Armstrong, G., & Kotler, G (2000) Marketing: An Introduction (5th ed.) New Jersey: PrenticeHall Atkinson, P.E (1990) Creating Culture Change: The Key to Successful Total Quality Management, IFS Publications, Kempston Beaver, G (1984) The entrepreneurial ceiling: a discussion of the small business management process 7th National Small Firms Policy and Research Conference, Nottingham Berry, L L (1983) Relationship marketing In L L Berry, G L Shostack,& G D Upah (Eds.), Services marketing conference proceedings Chicago: American Marketing Association 69 Comment [tp7]: All cited references here are actually appearred in the text Binks, M R and Jennings, A (1986) Small firms as a source of economic rejuvenation In: Curran, Stanworth and Watkins (eds), The Survival of the Small Firm, Gower Publishing, Aldershot Blumentritt, T and Danis, W.M (2006), ―Business strategy types and innovative practices‖, Journal of Managerial Issues, Vol 18 No 2, pp 274291 Bohling, Timothy et al (2006) CRM Implementation: Effectiveness Issue and Insights, Journal of Service Research, volume 9, No 2, November 2006, PP 184-194 Bolton Report (1971) Report of the Committee of Inquiry on Small Firms, HMSO, London Boulding W, Staelin R, Ehret M, Johnston WJ (2005) A Customer Relationship Management Roadmap: What Is Known, Potential Pitfalls, and Where to Go Am Mark Assoc., 69(10):155-166 Braunerhjelm, Pontus 2008 ―Entrepreneurship, Knowledge, and Economic Growth.‖ Foundations and Trendsw in Entrepreneurship (5): 451–533 Buckley, P J., & Carter, M J (1996) The economics of business process design: Motivation, information and coordination within the firm International Journal of the Economics of Business, 3(1), 5– 20 Burnes, B (1992) Managing Change: Strategic Approach to Organisational Development and Renewal, Pitman Publishing, London Cap Gemini and International Data Corporation (1999), Customer Relationship Management: the Changing Economics of Customer Relationship, White Paper prepared by Cap Gemini and International Data Corporation Carnall, C.A (1990) Managing Change in Organisations, Prentice Hall, Hemel Hempsted Carree, Martin A., and A Roy Thurik 2005 ―The Impact of Entrepreneurship on Economic Growth.‖ In Handbook of Entrepreneurship 70 Research, edited by Zoltan J Acs and David B Audretsch, 437–471 Boston, MA: Kluwer Academic Publishers Charles ShepherdPervaiz K Ahmed, (2000),"From product innovation to solutions innovation: a new paradigm for competitive advantage", European Journal of Innovation Management, Vol Iss pp 100 - 106 Chen, I J., & Popovich, K (2003) Understanding customer relationship management (CRM): People processes and technology Business Process Management Journal, (5), 672–688 Christina Pries & Merlin Stone (2004) Managing CRM implementation with consultants—CRM or change management?, Journal of Change Management, 4:4, 351-370 Christopher J Cowton (1998), ―The Use of Secondary Data in Business Ethics Research‖, Journal of Business Ethics, Volume 17, issue 4, p 423434, March 1998 Christopher, M., PAYNE, A., BALLANTYNE, D., (1991) Relationship Marketing, ButterworthHeinemann, Oxford Damanpour, F 1991 Organizational innovation: A metaanalysis of effects of determinants and moderators Academy of Management Journal, 34: 555– 590 Day, G.S and Van den Bulte, C (2002), ―Superiority in customer relationship management:consequences for competitive advantage and performance‖, Marketing Science Institute,Working Paper No 02-123 Dutta, S (2000), Success in Internet time Working Paper, INSEAD, Fontainebleu Eckerson, W.Watson, H(2000)―Harnessing customer information for strategic advantage: technical challenges and business solutions‖ The Data Warehousing Institute, Chatsworth Fahey, L., Srivastava, R K., Sharon, J S., & Smith, D E (2001) Linking ebusiness and operating processes: The role of knowledge management IBM 71 Systems Journal, 40(4), 889–907 Fazlzadeh, A., Tabrizi, M M., & Mahboobi, K (2011) Customer relationship managementin small-medium enterprises: The case of science and technology parks of Iran African Journal of Business Management , 5(15),6160-6168 FICKEL, L (1999) ―Know your customer‖,CIO Magazine, Vol.12 Issue 21 Flamholtz, E G (1990) Growing Pains: How to Make The Transitionfrom an Entrepreneurial to a Professionally Managed Firm,Jossey Bass, Francis, J and Smith, A (1995), ―Agency costs and innovation-some empirical evidence‖, Journal of Accounting and Economics, Vol 19 Nos 2-3, pp 383-409 Fteimi& Lehner (2014).""The Core Elements of Corporate KnowledgeManagement and Their Reflection in Research and Practice – The Case of Knowledge Management Systems" Buchmann et al (Eds.): KSEM 2014, LNAI 8793, pp 174–185, 2014 © Springer International Publishing Switzerland 2014" Gebert H, Geib M, Kolbe L, Riempp G (2002) Towards customer knowledge management: Integrating customer relationship management and knowledge management concepts The second International Conference on Electronic Business, Taipei, Taiwan, 10–13 December, pp 262-272 GSO, General statistic office of Vietnam Report, 2016 Gronnroos, C (1997) From marketing mix to relationship marketing: Towards a paradigm shift Management Decision Gronroos, C (2000) Service management and marketing: A customer relationship management approach (2nd ed.) West Sussex: Wiley Gulati, R and Garino, J (2000), ―Get the right mix of bricks & clicks‖, Harvard Business Review,Vol 78 No 3, pp 107-14 Hamid, N R A., & Kassim, N (2004) Internet technology as a tool in customer relationship management Journal of American Academy of 72 Business, 4(1/2), 103-108 Hannan, M.T and Freeman, J (1977), ―The population ecology of organizations‖, American Journal of Sociology, Vol 82 No 5, pp 929-964 Haran Angela, Development of a framework to retain customersthrough customer relationship management" Hewson, N (1999), The European Market For Customer Relationship Management(CRM) Systems: 1999 Market Size And Trends Hewson Group, Norwich Hildebrand, C (1999), ―One to a customer‖, CIO Magazine, Vol 12 Hugh Wilson , Elizabeth Daniel & Malcolm McDonald (2002): Factors for Success in Customer Relationship Management (CRM) Systems, Journal of Marketing Management, 18:1-2, 193-219 IBM, Watson https://www.ibm.com/watson/ Jackson, D Jr (1994), ―Relationship selling: the personalization of relationship marketing‖,Asia-Australia Marketing Journal, August, pp 4554 Kale SH (2004) CRM Failure and the Seven Deadly Sins Market.Manage., 13 (5): 42-46 Kantar Report, "The Future of e-commercer in FMCG", 2017 Katila, R., & Ahuja, G 2002 Something old, something new: A longitudinal study of search behavior and new product introduction Academy of Management Journal, 45: 1183–1194 Kostka, C and Moănch, A (2002) Change Management, Carl Hanser Verlag, Munich Kotler Ph (2003) Marketing Management, 11th edition, Prentice Hall,New Jersey Kubi, B A., & Doku, A K (2010) Towards a sucessful customer relationship management: A conceptual framework African Journal of Marketing Management, 2(3), 37-43 73 Kumar, V and Girish Ramani (2004), ―Taking Customer Lifetime Value Analysis to the Next Level,‖ Journal of Integrated Communications, pp 2733 Kumar, V and Girish Ramani (2004), ―Taking Customer Lifetime Value Analysis to the Next Level,‖ Journal of Integrated Communications, pp 2733 Landry, L (1998) Relationship marketing: hype or here to stay Marketing News, 32(14), Leverick, F., Littler, D., Bruce, M and Wilson, D (1998), "Using Information Technology Effectively: A Study of Marketing Installations", Journal of Marketing Management, Vol 14, pp 927-962 Levine, J (1993), ―Relationship marketing‖, Forbes, 20 December, pp 2324 Maggitti, P G., Smith, K G., & Katila, R 2013 The complex search process of invention Research Policy, 42: 90–100 Mahdi Seify, (2006), New Method for Risk Management in CRM Security Management March, J G 1991 Exploration and exploitation in organizational learning Organization Science, 2: 71–87 Matthyssens, P., Vandenbempt, K and Berghman, L (2006), ―Value innovation in business markets: breaking the industry recipe‖, Industrial Marketing Management, Vol 35 No 6, pp 751-761 McGrath, Shapiro and Anthony (1992), Product Development Success through Cycle Time Excellence, Butterworth-Heinemann, London Minniti, Maria 2007 Entrepreneurship: The Engine of Growth Vol Westport: Praeger Nevo, D., & Chan, Y E (2007) A Delphi study of knowledge management systems: Scope and requirements Information and Management, 44(6), 583597 74 Ngai EWT (2005) Customer relationship management research (19922002): An academic literature review and classification Mark Intell.Plann., 23(6): 582-605 Nijssen, E.J., Hillebrand, B., Vermeulen, P.A.M and Kemp, R.G.M (2006), ―Exploring product and service innovation similarities and differences‖, International Journal of Research in Marketing, Vol 23 No 3, pp 241-251 Nora Fteimi and Franz Lehner (2014), "The Core Elements of Corporate Knowledge Management and Their Reflection in Research and Practice The Case of Knowledge Management Systems" P.L.Jennings, P Banfield, G.Beaver, "Human resource development in small firms: a competence-based approach" Strategic Change, vol 5,89105(1996) Park, C -H., & Kim, Y -G (2003) A framework of dynamic CRM: Linking marketing with information strategy Business Process Management Journal, 9(5), 652–671 Payne, A., & Frow, P (2006) Customer relationship management: from strategy to implementation Journal of Marketing Management, 22, 135- 168 Peppard, J (2000) Customer relationship management (CRM) in fiancial service European Management Journal, 18(3), 312-327 Peppers, D., Rogers, M., & Dorf, B (1999) Is your company ready for oneto-one marketing? Harvard Business Review, 77(1), 101–119 Piccoli, G., O’Connor, P., Capaccioli, C., & Alvarez, R (2003, August).Customer relationship management: A driver for change in the structure of the U.S lodging industry Cornell Hotel and Restaurant Administration Quarterly, 44, 61–73 Plakoyiannaki, E., & Saren, M (2006) Time and the customer relationship management process: conceptual and methodological insights Journal of Business & Industrial Marketing, 21(4), 218-230 Qiang Li, Maggitti, et al."Top management attention to innovation: the role 75 of search selection and intensity in new product introductions" Academy of M anagement Journal 2013, Vol 56, No 3, 893–916 Quan Anh Nguyen, Gillian Sullivan Mort & Clare D'Souza (2015): Vietnam in transition: SMEs and the necessitating environment for entrepreneurship development, Entrepreneurship & Regional Development: An International Journal Reichheld, F.F (1996a), The Loyalty Effect, Harvard Business School Press, Boston, MA Ronnas, P and Rammaurthy, B (2000) Entrepreneurship in Vietnam: Transformation and Dynamism, Copenhagen: Nordic Institute of Asian Studies and Institute of Southeast Asian Studies, October 2000 Ryals, L Knox, S and Maklan, S (2000), Customer Relationship Management(CRM): Building the Business Case FT Prentice Hall, London Seth, J N., & Parvatiyar, A (1995) The evolution of relationship marketing International Business Review, 4(4), 412 Sin, L Y M., Tse, A C B., et al (2005) CRM: conceptualization and scale development European Journal of Marketing, 39(11/12), 1264-1290 Siti Hajar Mohamad, Norfaridatul Akmaliah Othman, (2014), ISSN: 22317996 Vol No Smith, W K., & Tushman, M L 2005 Managing strategic contradictions: A top management model for managing innovation streams Organization Science, 16: 522–536 Stanworth, M J K and Curran, J (1973) Management Motivation in the Smaller Business, Gower Publishing Aldershot Stanworth, M J K and Gray, C (1991) Bolton 20 Years On, Small Business Research Trust, Paul Chapman Publishing Ltd, London Stefanou, C J., & Sarmaniotis, C (2003) CRM and customer-centric knowledge management: An empirical research Business Process Management Journal, 9(5), 617– 634 76 Storey, D (1986) Entrepreneurship and the new firm In: Curran, Stanworth and Watkin (eds), The Survival of the Small Firm, Gower Publishing, Aldershot Voelpel, S.C., Leibold, M and Tekie, E.B (2004), ―The wheel of business model reinvention: how to reshape your business model to leapfrog competitors‖, Journal of Change Management, Vol No 3, pp 259-276 Wang, I C., Huang, C Y., et al (2010) The inflence of customer relationship management process on management performance International Journal of Organization Innovation, 2(3), 40-50 Webster, F E (1992) The changing role of marketing in the corporation Journal of Marketing, 56, 1-17 Webster, L and Taussig, M (1999) Vietnam's Undersized Engine: A Survey Of 95 Larger Private Manufacturers, Mekong Project Development Facility and IFC Number Wennekers, Sander, and Roy Thurik 1999 ―Linking Entrepreneurship and Economic Growth.‖ Small Business Economics 13 (1): 27–56 Wilson, H.N and McDonald, M.H.B (1996), ―Computer Aided Marketing Planning: The Experience Of Early Adopters‖, Journal of Marketing Management, 12, pp 391-416 Xu, M., & Walton, J (2005) Gaining Customer Knowledge Through Analytical CRM Industrial Management and Data Systems, 105(7), 955971 Zablah, A R., Bellenger, D N., et al (2004) An evaluation of divergent perspectives on customer relationship management: towards a common understanding of an emerging phenomenon Industrial Marketing Management, 33(6), 475-489 77 APPENDIX I: QUESTIONNAIRE PHIẾU KHẢO SÁT Kính chào Ơng/Bà! Tôi tên là: Phan Tùng Hiện thực nghiên cứu đề tài khoa học có tên gọi ― Ứng dụng quản trị quan hệ khách hàng doanh nghiệp thương mại vừa nhỏ Việt Nam‖ với mục đích giúp đánh giá yếu tố ảnh hưởng tích cực tiêu cực hiệu ứng dụng CRM doanh nghiệp từ đưa gợi ý giúp doanh nghiệp tận dụng mạnh công nghệ để xây dựng mối quan hệ bền vững với khách hàng, giảm phụ thuộc vào quảng cáo, nâng cao hiệu kinh doanh Kính mong Ơng/Bà trả lời câu hỏi sau cách điền dấu X vào ô lựa chọn phù hợp ý kiến Những thơng tin thu cam kết sử dụng cho mục đích nghiên cứu đề tài, bảo mật khơng tiết lộ tới bên thứ ba Xin chân thành cám ơn hợp tác Ơng/Bà Phần Thơng tin doanh nghiệp: 1.1 Tên doanh nghiệp: 1.2 Năm thành lập: 1.3 Lĩnh vực ngành nghề: Sản xuất Thương mại Dịch vụ Ngành nghề khác 1.4 Tổng số năm kinh nghiệm ngành chủ doanh nghiệp: 1.5 Tổng số năm ứng dụng công nghệ Quản trị quan hệ khách hàng: 1.6 Loại hình doanh nghiệp Công ty vốn tư nhân Công ty nhà nước cổ phần vốn nhà nước chi phối 1.8 Số người lao động: 78 Có hợp đồng thức: …………………Người Bán thời gian/Cộng tác viên: …………….Người 1.9 Tổng doanh thu (VNĐ) năm 2017(ước tính) doanh nghiệp: Dưới tỷ Từ tỷ-5 tỷ Từ tỷ-10 tỷ Từ 10 tỷ-100 tỷ Trên 100 tỷ Phần Nội dung chính: Ơng/bà vui lòng đưa đánh giá rào cản ứng dụng Quản trị quan hệ khách hàng doanh nghiệp? Số Chi tiết nhận định Hồn Khơn Khơn Đồng Hồn tồn g g có ý ý tồn khơn đồng kiến đồng g ý ý đồng ý A Thiếu nguồn lực nhân có kỹ A.1 Thiếu nhân có kỹ kỹ thuật digital marketing A.2 Thiếu nhân có kỹ xây dựng nội dung A.3 Thiếu nhân có kỹ chăm sóc khách hàng A.4 Thiếu nhân có kỹ bán hàng/thuyết phục khách hàng A.5 Thiếu trưởng nhóm có lực triển khai đội ngũ B Thiếu kiến thức kỹ quản trị KH 79 B.1 Thiếu kỹ vận hành hệ thống CRM B.2 Thiếu kỹ phân tích thông tin khách hàng B.3 Thiếu kỹ tổ chức xử lý phản hồi tiêu cực từ khách hàng B.4 Thiếu khả truyền đạt giao việc mơi trường thay đổi nhanh tình trạng thiếu chắn B.5 Thiếu người liên tục cập nhật kiến thức tiến hành đào tạo đội ngũ C Thay đổi Văn hóa doanh nghiệp tƣơng tác xuyên chức C.1 Khó khăn phổ biến, thúc đẩy nhân sử dụng ứng dụng CRM hoạt động hàng ngày C.2 Nhân khơng muốn khó khăn sử dụng ứng dụng C.3 Nhân chậm thích nghi với thay đổi quy trình làm việc C.4 Nhân có xu hướng khơng tích cực đưa ý kiến phản biện mang tính xây dựng C.5 Nhân thấy việc ổn khơng có động lực để thay đổi 80 Số Chi tiết nhận định D Thiếu quy trình tiêu chuẩn cho cơng việc D.1 Đội nhóm khơng nhận đào tạo hướng dẫn sử dụng đầy đủ từ phía nhà cung cấp ứng dụng Quản trị quan hệ khách hàng D.2 Việc xây dựng quy trình làm việc gặp nhiều khó khăn đặc thù kinh doanh D.3 Các tiêu chuẩn công việc không định nghĩa rõ ràng M Nguy bảo mật thơng tin M.1 Nguy rò rỉ thơng tin khách hàng hội kinh doanh M.2 Nguy "chảy máu chất xám" nhân M.3 Nguy nhân nghỉ việc gây ảnh hưởng hệ thống Hoàn tồn khơng đồng ý Khơn g đồng ý Khơn g có ý kiến Đồng ý Hồn tồn đồng ý Chúng biết ơn ông/bà nói rõ ý kiến khác, yêu cầu khác mà chưa thể câu hỏi vấn công tác ứng dụng Quản trị quan hệ khách hàng doanh nghiệp: ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… Nếu ông/bà quan tâm đến kết nghiên cứu, vui lòng để lại địa email ………………………………………………… Xin chân thành cám ơn hợp tác Ông/Bà 81 ... cross-functional process Customer relationship management (CRM) as the process of achieving and maintaining an ongoing relationship with customers across multiple customer touch points through differential... identify barriers in implementing customer relationship management in Vietnam SMEs by answering the following questions: What are the benefits or objectives of business when implementing CRM? What... competing effectively and winning this race through the implementation of relationship marketing principles using strategic and technology-based customer relationship management (CRM) applications.(Chen