Nghiên cứu các nhân tố ảnh hưởng đến giải pháp quản trị quan hệ khách hàng điện tử tại hãng hàng không quốc gia việt nam tt tiếng anh

MINISTRY OF EDUCATION AND TRAINING FOREIGN TRADE UNIVERSITY - SUMMARY OF PHD THESIS STUDYING FACTORS AFFECTING TO IMPLEMENT SOLUTIONS OF CUSTOMER RELATIONSHIP MANAGEMENT AT VIETNAM AIRLINES Major: Business Business Administration Code number: 62.34.01.02 (New code no.: 9340101) Nguyen Thi Khanh Chi The thesis is completed at: Foreign Trade University Science instructor: Reviewer1: Reviewer2: Reviewer 3: The research will be protected in front of the council meeting at LIST OF THE WORKS Thực trạng quản trị quan hệ khách hàng điện tử (e-CRM) Hãng Hàng không Quốc gia Việt Nam, Tạp chí Kinh tế đối ngoại số 105 (6/2018), tr.57-68 The influence of service quality on customer satisfaction: a case of Vietnam Airlines, Tạp chí Khoa học - Đại học Đồng Nai, số 9-2018, ISSN 2354-1482, tr.24-37 The empirical study about e-CRM: a case study of Vietnam Airlines, Tạp chí Khoa học - Đại học Đà Nẵng, số 6(127).2018, ISSN 1859-1531, tr.51-55 INTRODUCTION Research background Customer Relationship Management is an effective way to help corporate executives address the problems of using technology, people, and processes in an optimal way to capture the nature of the benefits, behavior, value of the customer, and the provision of value added services to the business In the context of e-commerce boom, CRM expands into e-CRM E-CRM increases the ability to capture, integrate, and distribute customer data obtained through E-Commerce transactions As a result, businesses gain valuable information about customer behavior to help them build and develop a sustainable customer relationship In particular, the aviation industry is an important service sector connecting countries and regions, requiring activities to be automated on the basis of technology and the Internet Therefore, the implementation of e-CRM solution is both inevitable, and is mandatory First, globalization promotes economic, political and cultural exchanges between countries and regions As a result, the demand for transportation and travel of customers is increasing, promoting e-commerce and integrating transactions, business operations and customer information Second, the global demand for Internet users increased sharply Therefore, customers tend to find convenient services, saving time and money As a result, airlines are forced to automate transactions such as e-ticketing, e-ticketing, electronic customer care, and integration of solutions to improve service quality and service Satisfaction of customers Third, the airlines in the International Air Transport Union are forced to move data in the Aviation Alliance together to ensure that the process of passenger transportation is safe, punctual and on schedule Therefore, using e-CRM will help airlines increase the number of flights, fill in seats on each flight and increase the efficiency of aircraft operations Fourth, competition is more intense among airlines in the industry, and between the aviation industry and other means of transport So, airlines have tried to deal with the challenges For the above reasons, the writer wishes to contribute a part to the development of Vietnam Airlines, which is Vietnam Airline Therefore, the writer wants to study the topic "Studying factors affecting e-customer relationship management solution at Vietnam Airlines" to find out the factors influencing implementation of e-customer relationship management solution at the national airline of Vietnam Research question a What factors influence the deployment of e-CRM solutions in aviation? b What level of e-CRM solution is deployed by e-CRM? c Measures to implement successful e-CRM solution at Vietnam Airlines? Research objective The objective of the thesis is to study the factors affecting the deployment of ecustomer relationship management in aviation; From there, the proposals are made on the basis of overcoming, utilizing and promoting the factors that help Vietnam Airlines deploy successful e-CRM solutions Research object and scope The object of the thesis is to implement e-customer relationship management solution at Vietnam National Airlines The thesis also investigates the successful implementation of e-CRM solutions in five airlines in the world The dissertation focuses on the operational environment of Vietnam In addition, we will study e-CRM solutions deployed by five global airlines (USA, France, the Netherlands, China and Thailand) and study the level of e- , from which solutions for Vietnam Airlines completed the implementation of e-CRM solutions The study period of the thesis is composed of theoretical research as well as the factors affecting the implementation of e-CRM solutions from the mid-1990s to 2018, e-CRM at Vietnam Airlines from 1993 to 2018, and a proposal to complete the e-CRM solution for Vietnam Airlines from 2018 to 2030 Research methodology The thesis investigates factors influencing the deployment of e-CRM solution in VNA from the theoretical to the practical to fulfill the task and achieve the research objectives set Therefore, the research methodology is a combination of two qualitative research methods and quantitative research Qualitative research aimed to synthesize factors affecting the deployment of e-CRM solutions in aviation Based on qualitative research results, quantitative research was conducted to identify the direct (indirect) factors and to determine the influence of factors; thereby overcome, exploit and promote the factors affecting the deployment of e-CRM solutions in the National Airlines of Vietnam Accordingly, based on the results of quantitative analysis as well as associated with the implementation of e-CRM solution in VNA, a number of proposals were made for VNA to implement e-CRM solution successfully Research space First, previous studies have addressed various aspects of CRM and e-CRM deployment in many different business areas However, the topic of implementing eCRM solution is still improving and developed by ever-changing information technology and also due to differences in different business lines Secondly, there is no research on the factors that affect the deployment of eCRM solutions in the specific aviation industry, but only in the research of CRM and e-CRM solutions in general, and research E-commerce applications in the aviation sector in particular, as well as the application of IT in different business lines Third, there are different e-CRM solutions for different business lines Especially in the aviation industry, software deployment e-CRM solution is new because the deployment of solutions requires the integration of both business processes and management information systems CHAPTER 1: THEORETICAL PRINCIPLES ON MANAGEMENT SOLUTIONS FOR E-COMMERCE RELATIONSHIPS IN AVIATION SECTOR I.1 Concept of e-CRM solution At present, there are different views on the concept and scope of coverage as well as the operation of e-CRM Moreover, each different business type also has different eCRM software applications such as e-CRM for education, e-CRM banking, e-CRM transport, e-CRM retail, e-CRM - Commercial CRM, e-CRM Real Estate, e-CRM for Human Resources, e-CRM distribution Not all e-CRMs are created exactly the same and e-CRM best suits the business depending on the needs and information systems of the business Therefore, the e-CRM approach to e-CRM is a comprehensive solution for customer relationship management Accordingly, the research scope of the thesis considers e-CRM solution as a combination of process, technology and human resources to develop relationship be consistent with the customer, increase customer loyalty and achieve organizational goals First, the process is to manage all aspects of business interactions with customers, including customer acquisition, customer relationship development, sales, and service provision Businesses use information about customers effectively to develop and implement business strategies to meet the specific needs of each target customers The process follows the steps from planning to implementation test and evaluation Secondly, technology is demonstrated through the use of information technology to support customer relationship management such as finding new customers, maintaining and developing loyal customers Third, manpower includes organizational leaders, project execution teams and users Based on the plan and strategy of customer relationship management, business leaders in general and airline leaders in particular set up project implementation teams, often including chief information officer, director, and personnel Members with departments of commerce, services, capital, marketing The project team and the consultant will carry out the eCRM project The project implementation team includes feasibility analysis, e-CRM technology selection, e-CRM technology supplier identification, e-CRM system installation and integration with other systems, trial deployment The final solution is the official deployment and user guide support The e-CRM solution in the aviation industry is to deploy a combination of process, technology and human resources to manage relationships with customers, develop relationships with customers , increasing customer loyalty and achieving the goal of the airline This deployment is a combination of process, technology and human resources Processes follow steps from planning, implementation and evaluation To well, there needs to be a good team working with the help of information technology The deployment of e-CRM solutions in the aviation industry differs from other business lines (from process, technology and human resources) because the industry is unique in its business Deploying the e-CRM solution is considered successful only if the deployment adds value to both the airline and its customers The results of Chang et al (2005), Chen and Ching (2004), Gable et al (2008) found that the success of the solution was measured according to financial ratios such as profit growth revenue, market share, cost reduction; or according to marketing indicators such as satisfaction, loyalty of customers First of all, the added value for customers will be more benefits such as cheaper access, rewards as well as price discounts, more flexible time, more choices, and more Meet all your needs everywhere Second, value added for airlines such as: Satisfy customer demand and increase loyalty; Improve business efficiency (more ticket sales, increased flight volume, higher sales) and management (better customer management, better information and database security, staff management more effective and have better communication tools); Create links with partners (travel companies, hotels, seminars) 1.2 Purpose and implementation phases of electronic customer relationship management 1.2.1 Purpose In addition to goals such as cost reduction, building and developing customer relationships with CRM; The e-CRM solution in the aviation sector has three specific objectives: improving service quality, creating value, and increasing collaboration in the aviation industry The three goals are to increase the level of customer satisfaction, increase customer loyalty, and increase conversion rates from potential customers to loyal customers As a result, the airline will increase its purchase value, increase its competitiveness due to differentiation in service and customer care, increase profitability and net profit margin 1.2.2 Implementation phases The implementation of e-CRM solution has various forms of implementation such as e-CRM strategy (Strategic e-CRM), e-CRM operations (Operational e-CRM), e- CRM analysis (Analytical e- CRM) and e-CRM (Collaborative e-CRM) However, in order to implement a comprehensive e-CRM solution, it is necessary to have a strategy for implementation, then to operate, analyze and finally to coordinate with the business partners According to Kotorov (2002), the structure of enterprise e-CRM solutions is divided into two parts, namely (1) from the perspective of the manager (strategy and organization of operation, analysis and coordination) , (2) from the customer's perspective (customer satisfaction, value added from the product / service) So in the aviation industry, e-CRM deployment will go through four stages, e-CRM strategy, eCRM operations, e-CRM analysis and e-CRM coordination CHAPTER 2: RESEARCH METHODOLOGY AND MODEL 2.1 A combination of factors influencing the implementation of e-CRM solutions in the aviation industry of Vietnam Based on the theoretical overview, there are 19 factors that influence the implementation of the e-CRM solution, including (1) e-CRM Strategy, (2) customer orientation, (3) (4) Organizational Structure, (5) Role of Senior Leaders, (6) Project Team, (7) Users, (8) Technology Infrastructure, (9) (10) System Integration, (11) Corporate Culture, (12) Knowledge Management, (13) Internal Marketing, (14) Appropriateness of the Solution, (15) Business Processes , (16) implementation experience, (17) employee satisfaction, (18) effectiveness, (19) control of implementation And there are factors that measure the results: (1) Customer Effectiveness, (2) Financial Results, (3) Marketing Based on the characteristics of airline industry and the case study of the five eCRM deployments of airlines in the world, the thesis summarized 16 factors, including (1) (2) senior management, (3) qualified staff, (4) project team, (5) consultant, (6) knowledge management, (8) Information Technology, (9) Employee Satisfaction, (10) Data Processing, (11) Customer Orientation, (12) Internal Marketing (13) Air Culture, (14) Implementation Experience, (15) System Integration, (16) Implementation Control And there are factors that measure the results: (1) Customer Effectiveness, (2) Financial Results, (3) Marketing Results And the measure of the customer in this case study case is the inside of the business Based on the 16 factors that were studied and synthesized in qualitative research In the expert interview in Vietnam, the thesis summarized eight factors affecting the implementation of e-CRM solution in Vietnam aviation sector, including (1) e-CRM Strategy, (2) Project Team, (3) Organizational Factor, (4) Information Technology, (5) Data Processing, (6) Customer Orientation, (7) Knowledge Management, (8) declare And two factors that measure the results of the implementation are (1) Financial results and (2) Marketing results Therefore, based on the eight factors affecting the deployment of e-CRM solutions in the aviation industry in Vietnam, the thesis proposes a research model for Vietnam National Airlines in the next section 2.2 Research model and methodology 2.2.1 Research model From the qualitative research results to the influencing factors summarized through case studies, case studies and expert interviews, the thesis studied eight influential factors, including (1) e-CRM, (2) Project Team, (3) Organizational Factor, (4) Information Technology, (5) Data Processing, (6) Customer Orientation, (7) (8) implementation control And two factors that measure the results of the implementation are (1) Financial results and (2) Marketing results However, among the influencing factors, there are direct factors, which indirectly affect the implementation of e-CRM solution in VNA Direct impact is considered to have a direct impact on the deployment of e-CRM solutions; Meanwhile, indirect impact is considered to have an impact on e-CRM implementation in the VNA, but not directly affected but through other factors In the case study, case studies as well as expert interviews, influencing factors were generally identified but no direct or indirect effects were identified Therefore, in this thesis, both direct and indirect effects are considered and included in the research model From the eight influential factors summarized above, the thesis considers these eight factors in the research model 2.6.2 Questionnaire design Based on a set of scales for influencing and measuring with 48 scales forming 48 key questions in the survey, there are also five sub-questions related to personal information Therefore, the thesis has 53 questions and is divided into parts as follows: • Part is the personal information part of the questionnaire • Part is an e-CRM implementation that includes 37 questions • Part is a section on factors that successfully implemented e-CRM in Vietnam Airlines, including 11 questions The research use 11- Likert Scale scale, which is a scale from zero (completely dissatisfied) to average (no idea whatsoever) and to the highest score (complete satisfaction) for Questions in Sections and of the survey instead of the Likert Scale or for the following reasons: First, scale 11 looks at the respondent's response level more accurately and outputs The results are more detailed than the and scale Second, the scale from point to point 10 is more appropriate for the respondent than the surveyor is familiar with the scoreboard from to 10 Third gives more accurate conclusions when analyzing CFA and SEM in thesis SEM in AMOS uses the Maximul Likelihood method more suited to continuous variables (values from to 10 are considered continuous variables in the scales) 2.6.3 Research sample The survey was sent to 300 participants including VNA executives and staff in two forms: direct and online survey 2.6.4 Data analysis method The thesis investigates factors influencing the implementation of e-CRM solution in VNA, but it is unclear which factors directly or indirectly affect Therefore, the thesis uses CFA and SEM analysis based on AMOS software SPSS 20.0 for data analysis, to make conclusions about the Factors influence and influence of these factors on the implementation of e-CRM solutions in VNA Data analysis methods include: descriptive statistical analysis, Cronbach's Alpha reliability analysis, Pearson correlation analysis, EFA discovery factor analysis, CFA and SEM analysis CHAPTER 3: RESEARCH RESULTS Through the qualitative research method, first of all is theoretical overview, the thesis has synthesized 19 factors affecting the deployment of e-CRM solution Next, studying the five scenarios of airlines in the world, the thesis draws 16 influential factors in aviation Finally, expert interviews have wrapped up eight factors that affect the deployment of e-CRM solutions in Vietnam's aviation industry and two factors that measure the results of implementation, namely, National Airlines Vietnam Airlines Quantitative research methodology quantifies the factors proposed in the research model based on the assessment of the factors that influence or not influence, indirect or direct influence, influence or At least influence and rate of influence Specific research results are summarized as follows: The survey was conducted with a sample of 300 executives from the VNA, however, the response rate was only 80.33% with 241 votes The proportion of men surveyed is higher than that of women, and is predominantly in the 31 to 40 age group, with the majority of college graduates The Cronbach 'Alpha analysis helps to test the reliability of 47 scales The results showed that 47 variables observed in 11 components in the study model were of acceptable reliability with a coefficient of correlation of> 0.3 and a Cronbach 'Alpha coefficient > 0.6 Factorial Exploratory Analysis (EFA) extracted groups of factors converging into groups of factors in the proposed model, namely KH (KH1, KH2, KH3, KH4, KH5, KH6), QT1, QT2, QT3, QT4, DL (DL1, DL2, DL3, DL4), IT (IT1, IT2, IT3, IT4) CL (CL1, CL2, CL3) and DA (DA1, DA3, DA4); It eliminates KS group with observation variables (KS1, KS2, KS3, KS4) and CL4 observation variable Next, the assay factor (CFA) was performed to test the remaining 31 observations representing seven groups of factors The results show that the second CFA test model is suitable for market data when the DA4 is removed; Among them, TLI = 0.925, CFI = 0.933, GFI = 0.805, Chi-square / df = 1.662 (