The objective of the thesis is to study the factors affecting the deployment of e-customer 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.
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 1. Thực trạng quản trị quan hệ khách hàng điện tử (eCRM) tại Hãng Hàng khơng Quốc gia Việt Nam, Tạp chí Kinh tế đối ngoại số 105 (6/2018), tr.57 68 2. The influence of service quality on customer satisfaction: a case of Vietnam Airlines, Tạp chí Khoa học Đại học Đồng Nai, số 92018, ISSN 23541482, tr.2437 3. The empirical study about eCRM: a case study of Vietnam Airlines, T ạp chí Khoa học Đại học Đà Nẵng, số 6(127).2018, ISSN 18591531, tr.5155 INTRODUCTION 1. 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 ecommerce boom, CRM expands into eCRM. ECRM increases the ability to capture, integrate, and distribute customer data obtained through ECommerce 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 eCRM 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 ecommerce 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 eticketing, eticketing, 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 eCRM 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 ecustomer relationship management solution at Vietnam Airlines" to find out the factors influencing implementation of ecustomer relationship management solution at the national airline of Vietnam 2. Research question a. What factors influence the deployment of eCRM solutions in aviation? b. What level of eCRM solution is deployed by eCRM? c. Measures to implement successful eCRM solution at Vietnam Airlines? 3. Research objective The objective of the thesis is to study the factors affecting the deployment of e customer 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 eCRM solutions. 4. Research object and scope The object of the thesis is to implement ecustomer relationship management solution at Vietnam National Airlines The thesis also investigates the successful implementation of eCRM solutions in five airlines in the world The dissertation focuses on the operational environment of Vietnam. In addition, we will study eCRM 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 eCRM solutions The study period of the thesis is composed of theoretical research as well as the factors affecting the implementation of eCRM solutions from the mid1990s to 2018, eCRM at Vietnam Airlines from 1993 to 2018, and a proposal to complete the eCRM solution for Vietnam Airlines from 2018 to 2030 5. Research methodology The thesis investigates factors influencing the deployment of eCRM 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 eCRM 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 eCRM solutions in the National Airlines of Vietnam. Accordingly, based on the results of quantitative analysis as well as associated with the implementation of eCRM solution in VNA, a number of proposals were made for VNA to implement eCRM solution successfully 6. Research space First, previous studies have addressed various aspects of CRM and eCRM deployment in many different business areas. However, the topic of implementing e CRM solution is still improving and developed by everchanging information technology and also due to differences in different business lines Secondly, there is no research on the factors that affect the deployment of e CRM solutions in the specific aviation industry, but only in the research of CRM and eCRM solutions in general, and research. Ecommerce applications in the aviation sector in particular, as well as the application of IT in different business lines Third, there are different eCRM solutions for different business lines. Especially in the aviation industry, software deployment eCRM 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 ECOMMERCE RELATIONSHIPS IN AVIATION SECTOR I.1 Concept of eCRM solution At present, there are different views on the concept and scope of coverage as well as the operation of eCRM. Moreover, each different business type also has different eCRM software applications such as eCRM for education, eCRM banking, eCRM transport, eCRM retail, eCRM. Commercial CRM, eCRM Real Estate, eCRM for Human Resources, eCRM distribution. Not all eCRMs are created exactly the same and eCRM best suits the business depending on the needs and information systems of the business. Therefore, the eCRM approach to eCRM is a comprehensive solution for customer relationship management Accordingly, the research scope of the thesis considers eCRM 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 e CRM project. The project implementation team includes feasibility analysis, eCRM technology selection, eCRM technology supplier identification, eCRM system installation and integration with other systems, trial deployment. The final solution is the official deployment and user guide support The eCRM 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 eCRM 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 eCRM 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 eCRM 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 eCRM solution has various forms of implementation such as eCRM strategy (Strategic eCRM), eCRM operations (Operational eCRM), e CRM analysis (Analytical e CRM) and eCRM (Collaborative eCRM). However, in order to implement a comprehensive eCRM 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 eCRM 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, eCRM deployment will go through four stages, eCRM strategy, eCRM operations, eCRM analysis and eCRM coordination CHAPTER 2: RESEARCH METHODOLOGY AND MODEL 2.1 A combination of factors influencing the implementation of eCRM solutions in the aviation industry of Vietnam Based on the theoretical overview, there are 19 factors that influence the implementation of the eCRM solution, including (1) eCRM 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 e CRM 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 3 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 eCRM solution in Vietnam aviation sector, including (1) eCRM 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 eCRM 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) eCRM, (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 eCRM solution in VNA. Direct impact is considered to have a direct impact on the deployment of eCRM solutions; Meanwhile, indirect impact is considered to have an impact on eCRM 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 subquestions related to personal information Therefore, the thesis has 53 questions and is divided into parts as follows: • Part 1 is the personal information part of the questionnaire • Part 2 is an eCRM implementation that includes 37 questions • Part 3 is a section on factors that successfully implemented eCRM 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 2 and 3 of the survey instead of the Likert Scale 5 or 7 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 5 and 7 scale. Second, the scale from point 0 to point 10 is more appropriate for the respondent than the surveyor is familiar with the scoreboard from 0 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 0 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 eCRM 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 eCRM 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 eCRM 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 eCRM 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 7 groups of factors converging into 7 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 4 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, Chisquare / df = 1.662 (