Improve sales performance via personal selling activities the case of hoang hai long hotel

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business TRUONG NGOC BAO CHAU IMPROVE SALES PERFORMANCE VIA PERSONAL SELLING ACTIVITIES: THE CASE OF HOANG HAI LONG HOTEL MASTER OF BUSINESS ADMINISTRATION Ho Chi Minh City – Year 2020 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business TRUONG NGOC BAO CHAU IMPROVE SALES PERFORMANCE VIA PERSONAL SELLING ACTIVITIES: THE CASE OF HOANG HAI LONG HOTEL ID: 22180063 MASTER OF BUSINESS ADMINISTRATION SUPERVISOR: Assoc Prof Dr TRAN HA MINH QUAN Ho Chi Minh City – Year 2020 Acknowledgement With the enthusiastic guidance, support and encouragement as well as useful knowledge of Assoc Prof Dr Tran Ha Minh Quan, the thesis is possible done on time and greatly acceptable Besides, there are many helpful comments and feedbacks from the council member that contribute more to my completion I want to give my best appreciation to my advisors in ISB It is my pleasure to study and research in this great school with good friends and great professors I would like to say thank you to all my family, my teachers and my friends that gave me more supporting in my thesis working Table of Contents Acknowledgement List of Table List of Figure Introduction Sales Analysis 2.1 Guest sources analysis 2.2 Revenue stream 11 2.3 Problem context 13 Problem Identification 15 3.1 Methods 15 3.2 Ineffective personal selling activities 16 3.3 Lack of advertisements activities 18 3.4 Unattractive sales promotion 19 3.5 Problem validation 20 Causes 23 4.1 Poor selling skills 24 4.2 Lack of target customers data 25 4.3 Weak customer’s relationship 26 4.4 Cause validation 27 Alternative Solutions 29 5.1 Develop tracking customer system: CRM software 29 5.2 Doing surveys on partners’ customer 31 5.3 Solution validation 33 Action plan of Organization 34 Conclusion 35 Appendix 36 References 49 List of Table Table 1: The price of Hoang Hai Long Hotel Table 2: The price of Hoang Hai Long Hotel Table Revenue stream from Y2017 to Q3.2019 Table 4: Action plan Table 5: Revenue statement 2017 - 2019 List of Figure Figure The sources of Hoang Hai Long Guests from 2017 to Q3.2019 Figure The purpose of staying of Guests Year 2018 Figure The purpose of staying of Guests up to Q3.2019 Figure Breakdown revenue on purpose of staying 2018 Figure Breakdown revenue on purpose of staying 2019 Figure The channels of booking in Year 2018 Figure Revenue of each services from Y2017 to Q3.2019 Figure Revenue quarterly from Y2017 to Q3.2019 Figure 10 Possible problems map Figure 11 Cause – effect map Figure 12 Possible causes map IMPROVE SALES PERFORMANCE VIA PERSONAL SELLING ACTIVITIES: THE CASE OF HOANG HAI LONG HOTEL Introduction Hoang Hai Long hotel is a three-starts hotel in central of Ho Chi Minh City which is located on Pham Hong Thai street, Ben Thanh Ward, District One There is one of the best locations in the center of Ho Chi Minh City as it is near Ben Thanh market, many famous destinations and crowded entertainment places The hotel does not only provide rooms services but also has other services such as restaurant & bar; gyms, spa & massage; conference room; laundry service 24/24, tour booking; air ticket/ train ticket booking; shuttle service Hotel – Airport; motors/cars for rent The capacity of Hoang Hai Long is 110 rooms which can provide service for about 400 guests The restaurant can accommodate more than 200 guests while the conference room can contain around 100 guests Hoang Hai Long hotel has nearly 50 staffs working in shift including fulltime and parttime in hotel room area and restaurant area Types of Room Monday - Friday Saturday - Sunday Double Superior 1.896.000 VNĐ 2.275.000 VNĐ Superior Twin 1.896.000 VNĐ 2.275.000 VNĐ Deluxe Twin 2.109.000 VNĐ 2.531.000 VNĐ Executive 3.153.000 VNĐ 3.784.000 VNĐ Suite 3.580.000 VNĐ 4.296.000 VNĐ Deluxe Double 4.262.000 VNĐ 5.114.000 VNĐ Table 1: The price of Hoang Hai Long Hotel Sales Analysis 2.1 Guest Sources Analysis: Guest Sources 2017 2018 2019 (Up to Q3) Ho Chi Minh City 12.30% 11.20% 14.80% The North (excepted HCMC) 4.80% 4.30% 5.30% The Central 16.90% 19.10% 22.80% The South 29.70% 30.40% 27.90% Asia (excepted VN) 30.20% 28.20% 23.70% 6.10% 6.80% 5.50% Other countries Table 2: The price of Hoang Hai Long Hotel Guest Sources From 2017 to Q3/2019 120.00% 100.00% 80.00% 6.10% 6.80% 30.20% 28.20% 60.00% 5.50% 23.70% 27.90% 29.70% 30.40% 40.00% 22.80% 16.90% 19.10% 4.80% 4.30% 12.30% 11.20% 14.80% 2017 2018 2019 (Up to Q3) 20.00% 5.30% 0.00% Ho Chi Minh City The North (excepted HCMC) The Central The South Asia (excepted VN) Other countries Figure The sources of Hoang Hai Long Guests from 2017 to Q3.2019 Purpose of Staying 2018 Others 4% Conference guest 33% Independent tourist 15% Group of tourist 27% Business guest 21% Figure The purpose of staying of Guests Year 2018 Purpose of Staying 2019 Others 4% Conference guest 33% Independent tourist 12% Group of tourist 29% Business guest 22% Figure The purpose of staying of Guests up to Q3.2019 According to the Report, most of guests come from The North and Asia area (mainly is Korean and Chinese) which account for nearly 60% However, this amount is decreasing from 2017 to 2019 in the structure of the guest sources This amount of year 2018 decreased lightly 1.3% compare to year 2017 (59.9% to 58.6%); forward to Q3/2019 this amount reduces 7% compare to year 2018 (58.6% to 51.6%) The next large amount is accounted for around 30% - 35% which belongs to the sources of Ho Chi Minh City and the Central Besides, more than 50% of hotel guests come for joining in conferences/meeting and for business purposes Conference guests can come privately or in group of people made reservation by companies or government entities/organizations These guest come for conference lead to the using of conference room and restaurant service while the private guest come for their own business outside or meeting outside not bring revenue for other service beside room service We will analysis the revenue stream to see the picture of all services of the hotel in the next section From year 2018 to third quarter of year 2019, almost different group of customers had the percentages unchanged or lightly fluctuated except the group of independent guests which decreases 3% in nearly a year BREAKDOWN REVENUE 2018 Others 3% Independent tourist 18% Conference guest 40% BREAKDOWN REVENUE 2019 Others 3% Conference guest 41% Independent tourist 14% Group of tourist 25% Group of tourist 24% Business guest 15% Figure Breakdown revenue on purpose of staying 2018 Business guest 17% Figure Breakdown revenue on purpose of staying Q3/2019 Mr Dong – the sales manager: Not too much We even don’t have website, Facebook or any channels for advertisements and PR From the hotel was established up to now, we have applied commission to manage sales and revenue of the hotel and not focus on advertisements So last time, we have tried on an advertisement campaign but not effective and out of my expectation as well The only one online channel that we reach to the customers is through booking apps and they work efficiently Truong Ngoc Bao Chau: You just mentioned about the commission Was it paid to the third parties? Mr Dong – the sales manager: We spend more cost on bonus for sales employees and commission for outsources comprising personal outsource or agencies The cost we spent for PR and advertising activities is very little compared to commissions Truong Ngoc Bao Chau: And about the booking apps, which apps you use? Mr Dong – the sales manager: We post our service in Traveloka, Booking.com and Trivago Truong Ngoc Bao Chau: Although the last campaign did not perform well, what you think about the importance of advertisement in the hotel case? Mr Dong – the sales manager: In my opinion, the marketing is necessary for our hotel to spread our positive information and brand image in customers perceives We need to find, attract and get more new value customers instead of old customers and waiting for outsources passively I need to discuss more about it with my director to have a plan for it Truong Ngoc Bao Chau: Yes Then, I want to ask about your sales team How you think about their performance? Mr Dong – the sales manager: As per my supervision at sight or through camera or record in telephone, I can value them by my experience Although their behaviors are not so excellent but are acceptable as we don’t have too much time to train for them Normally, we will remind and teach 37 them in their probation at the hotel However, it should be improved themselves by the long time and pick up experiences Truong Ngoc Bao Chau: Which complaints from customers that you usually received about your salesperson? Mr Dong – the sales manager: Very little number of customers that make complaint of sales staffs, they usually comment about the other department So, to measure the level of the skill of salesperson, we don’t base on this too much Truong Ngoc Bao Chau: How you evaluate about the importance of salesperson role in our hotel? Mr Dong – the sales manager: We always told our sales team working following the sentences “Customer is god” and try to get the best agreement with customers by any specialized technics or skills As the salespeople work face to face or directly with customers through phone or email, they are represent for the hotel and play the key role in the success of the business Their effectiveness impacts on the sales performance of the hotel In the long time, the performance of salesperson is the key of success in improving the sales of independent guests because this is one of the potential channels for this group Truong Ngoc Bao Chau: What are the tasks of them? Mr Dong – the sales manager: Our team includes receptionist part so their main tasks are answering the telephone, making reservation, recording information, explaining, giving advice about rooms, conferences or party, arrange rooms, finding customer, keeping in touch with closed customers,… Truong Ngoc Bao Chau: Which sources of data that they based on to find customer or keep in touch with them? 38 Mr Dong – the sales manager: Of course, we also save the information of our closed customers to keep in touch with them We have stored the customers information in files when they check-in at our hotel We have a separated data of loyal guests However, most of them are not belong to group of independent guests We focus on the group of business guests and conference guests as following our strategy up to now we have more customers in these groups so we maintain and develop more in them Beside, for the new contact of potential customers, we have not found or bought or traded it Our sales team are now working on the available data of the hotel Truong Ngoc Bao Chau: Yah I see So your hotel does not have much data in the data warehouse What you think about the necessity of data of target independent guests? Mr Dong – the sales manager: If we have this source of data, we can exploit to earn revenue I have thought about it Truong Ngoc Bao Chau: Oh really What is your solution in this case? Mr Dong – the sales manager: In my opinion, our partnerships with the tourist agencies is quite good as it is a long term relationship with more benefit I have already told you that we pay more bonus for this channel and we cooperated with many travel companies Their customers are diverse in age, occupation, region and multi-ethnicity which can give us hope for a big and beneficial data store To implement this solution, of course we budget to give the agencies as well as their customers the benefits such as gift or voucher Truong Ngoc Bao Chau: Can you give me your estimate cost for this? Mr Dong – the sales manager: Hmmm I will issue voucher 100.000 VND and stamp the name of each agency on the voucher Each group of customers, I mean each family who register travel tour with the agency company can survey to receive a gift voucher to use room service at Hoang Hai Long hotel Any voucher is used will bring to the agency the commission about 5-8% I not ye decide exactly as it’s just a plan 39 Truong Ngoc Bao Chau: Yah I got it Mr Dong – the sales manager: Any other question? Truong Ngoc Bao Chau: No, that’s all Thank you so much for your sharing If you are interested in my research, I will give to you when I finish Mr Dong – the sales manager: Ok No problem Please give me copy for my reference Truong Ngoc Bao Chau: Yes Thanks again Goodbye Mr Dong – the sales manager: Bye In-depth interview • Interviewer: Truong Ngoc Bao Chau • Interviewee: Mrs Pham Xuan Trang – The supervisor of sales team of Hoang Hai Long Hotel Truong Ngoc Bao Chau: Hello, Mrs Trang As our arrangement, we will have a short interview to learn clearly about some problems in our hotel Mrs Trang – the supervisor of sales team: Yes, you’re welcomed Truong Ngoc Bao Chau: Thanks for your acceptance So firstly, I want to ask: How many salesperson in your team? Mrs Trang – the supervisor of sales team: Um, our sales department has total 13 people included me and Mr Dong, sales admin, receptionist, sales members Truong Ngoc Bao Chau: How you valuate about your salespersons such as their knowledge, their experience,…? Mrs Trang – the supervisor of sales team: All people in sales team has experience from to years but they come from different fields They have very different backgrounds Some of them 40 graduated from restaurant and hotel university and maybe less knowledge and skills in persuading and selling although they understand more about hotel operating Truong Ngoc Bao Chau: How they impact on their performance? Mrs Trang – the supervisor of sales team: Well, not impact all It also depends on personality, sensitive and acumen of each person, they can have different attitudes and behaviors to their valued customers Truong Ngoc Bao Chau: Can you share with us the training course in your company? Mrs Trang – the supervisor of sales team: They was trained when they join to our team but just in a short class They should learn themselves and earn more experience to have good performance in their own ways Truong Ngoc Bao Chau: Then, I want to ask you about your customer information system Can I know a little about your data system? Mrs Trang – the supervisor of sales team: We have customers’ personal information including name, date of birth, ID number when they check-in at the hotel as we have to declare to the police every night The data of phone number or email or any other contact just were recorded of representative of each group, not all members That’s why we don’t have more contact data Truong Ngoc Bao Chau: So what is your strategy with this source? Mrs Trang – the supervisor of sales team: I don’t think so You see, it is not a big data and cannot be an advantage in our strategies We cannot exploit a lot in this direction Truong Ngoc Bao Chau: How many data you have? Mrs Trang – the supervisor of sales team: Oh, I am not sure As we just use it for statistics report so I am concentrate on it Truong Ngoc Bao Chau: Ah I see I have finish my questions Thank you Mrs Trang for spending your time with me 41 Mrs Trang – the supervisor of sales team: No problem Hope to provide you useful information Truong Ngoc Bao Chau: Yes, of course Mrs Trang – the supervisor of sales team: If you have any other concerns, you can call me Truong Ngoc Bao Chau: Yeah, thanks so much Mrs Trang – the supervisor of sales team: Ok, goodbye Truong Ngoc Bao Chau: Goodbye, Mrs Trang In-depth interview • Interviewer: Truong Ngoc Bao Chau • Interviewee: Mrs Nguyen Ngoc Mai Chi – The director of Hoang Hai Long Hotel Truong Ngoc Bao Chau: Good morning Mrs Chi, my name is Chau As per our arrangement, we have an interview today to learn about the problem of Hoang Hai Long hotel Mrs Chi – the director: Hi Chau, I am pleased to share with you Truong Ngoc Bao Chau: Thank you As I have talked with Mr Dong, we partly understood that the sales performance of group of independent guest is not so good while the other groups did not fluctuate a lot Could you share with us how you segments your customers? Mrs Chi – the director: Yah, of course In each group of customers, we have different segments For example, in group of tourist, we segment customers by level of income For the group of independent guest, our segmentation is based on age Depend on the characteristics of each group, we have different segmentation Truong Ngoc Bao Chau: What is the main segmentation of the hotel’s customers? Mrs Chi – the director: In this group, we segment customers by age so the target customer is young people who are from 15 years old to 32 years old Truong Ngoc Bao Chau: So, what is the reason? 42 Mrs Chi – the director: The reason is the young customers are quite active and like backpacking tourism They prefer the experience and preparing themselves when they travel Truong Ngoc Bao Chau: I also understand from Mr.- Dong that the real cause that make his team works inefficiently is lack of data of this group Then, what is your solution in this case? Mrs Chi – the director: We also have many discussion and meeting about this subject At this time, we not yet decide which the best solution is However, in my opinion, to build a professional and effective strategy for a long term vision, the CRM software is more suitable as it brings many benefits not solve the recent problem but also can extend more feature in the future when we want to add or upgrade any service Although the cost is not so cheap, our budget and cashflow can handle it Truong Ngoc Bao Chau: Yes, I got your idea Thank you so much for your time to share with us Mrs Chi – the director: You’re welcomed Truong Ngoc Bao Chau: Thanks again Goodbye Mrs Chi – the director: Bye In-depth interview • Interviewer: Truong Ngoc Bao Chau • Interviewee: Mr Le Quoc Vinh – The customer of Hoang Hai Long Hotel Truong Ngoc Bao Chau: Excuse me Good morning sir My name is Chau Mr Vinh – the customer: Hi Any works? Truong Ngoc Bao Chau: I am doing the research about this hotel Can you give me minutes as I want ask you some questions? Mr Vinh – the customer: Yes I also need to wait for my wife I am Vinh Let’s ask Truong Ngoc Bao Chau: Thank you so much Are you travelling? 43 Mr Vinh – the customer: Um yes I am from Hanoi and come to Sai Gon to visit my relatives and join the wedding of their daughter By the way, we visit Ho Chi Minh city some days Truong Ngoc Bao Chau: Ah I see How you know this hotel and choose it as your accommodation in this city? Mr Vinh – the customer: I don’t know well about this city so my son booked everything for me and my wife including air ticket and hotel My relatives picked me up at the airport and we just follow them these days Truong Ngoc Bao Chau: Yah, so convenient when having people in this city taking you around So after staying here, how is your feeling about the service? Mr Vinh – the customer: Staying at this hotel, we feeling quite good and comfortable The employees are friendly and kind to old people like us Truong Ngoc Bao Chau: If you come to Ho Chi Minh City again, you still choose to stay here? Mr Vinh – the customer: Yes, of course Truong Ngoc Bao Chau: Thank you Mr Vinh Thanks for your sharing Mr Vinh – the customer: No problem We need to go now Bye Truong Ngoc Bao Chau: Goodbye In-depth interview • Interviewer: Truong Ngoc Bao Chau • Interviewee: Mrs Huynh Thi Bao Tran – The customer of Hoang Hai Long Hotel Truong Ngoc Bao Chau: Excuse me My name is Chau I am doing research about this hotel Can you give me minutes to have a short interview? Mrs Tran – the customer: Yes Truong Ngoc Bao Chau: Thanks for your acceptance What’s your name? 44 Mrs Tran – the customer: I am Tran, Ngoc Tran Truong Ngoc Bao Chau: Are you travelling, Mrs Tran? Mrs Tran – the customer: Yeah On occasion of Tet holiday, our family have a trip to visit the south of Viet Nam We stay at Ho Chi Minh City days then joining the tour to visit some West provinces and the Mekong Delta Truong Ngoc Bao Chau: Oh, so are you from the North? I guest your voice Mrs Tran – the customer: Yah, correct Truong Ngoc Bao Chau: How you know this hotel? Mrs Tran – the customer: I know this hotel as I used to stay there in my business trip last time At this time, I came with my boss and the reservation was making by my company Truong Ngoc Bao Chau: How you feel after using services here twice? Mrs Tran – the customer: For me, this hotel is very convenient as its location is in the center of Ho Chi Minh City and the price is acceptable comparing to some hotels nearby Truong Ngoc Bao Chau: Ah, like this So how you book the room? Mrs Tran – the customer: Traveloka I have checked the price of some hotels around here before booking So I booked the rooms via Traveloka to have the discount price However, I think they don’t put more rooms there as the number of room is less and no much more choice for types of room, maybe just types Truong Ngoc Bao Chau: Yes I see I still have one more question Last time, have you received any contacts from the hotel after staying here? Mrs Tran – the customer: No, I did not receive any emails or contact from the hotel both before and after I used their service I don’t think that they have too much my personal information as well as my contacts Last time my company has booked for me so if have, my company perhaps received their thanks email or other contacts 45 Truong Ngoc Bao Chau: I got it Thank you Mrs Tran for giving me your time Mrs Tran – the customer: No problem Bye Truong Ngoc Bao Chau: Goodbye, Mrs In-depth interview • Interviewer: Truong Ngoc Bao Chau • Interviewee: Ms Nguyen Le Thanh Van – The customer of Hoang Hai Long Hotel Truong Ngoc Bao Chau: Hi Are you Ms Van? Ms Van – the customer: Yes, I am Truong Ngoc Bao Chau: Hi Ms I am Chau I am looking for some independent guest of Hoang Hai Long hotel to have an interview to support for my research The receptionist gives me your name to ask for your help Ms Van – the customer: Oh I can answer you if I know Truong Ngoc Bao Chau: Thanks Ms Van Are you travelling? Ms Van – the customer: I and my best friends have a - day journey in Ho Chi Minh City This is the first time we have come to the south of Viet Nam We have arranged many times for this trip but we were so busy Truong Ngoc Bao Chau: Oh, so happy to travel together Then, how did you prepare for this trip? I mean if you book everything before such as hotel, transport or choosing after come to Ho Chi Minh Ms Van – the customer: We look for all information about this city such as places to visit, shopping mall, hotel, transportation to prepare for this trip by searching on website and booking online Truong Ngoc Bao Chau: I see Now we usually like this How can you know this hotel? 46 Ms Van – the customer: My friend have found it on travel app and booked for us Truong Ngoc Bao Chau: Ah How you think about the quality of the service here? Ms Van – the customer: Good It is the best one comparing to the hotels I have stayed in other provinces of Viet Nam Next time, if I came to Ho Chi Minh city again, I still stay here Truong Ngoc Bao Chau: I’m pleased to hear that you have well experience here So thank you Ms Van That’s enough for my interview Ms Van – the customer: Ok, bye bye Truong Ngoc Bao Chau: Thank you, bye In-depth interview • Interviewer: Truong Ngoc Bao Chau • Interviewee: Mrs Phung Thi Le Minh – The customer of Hoang Hai Long Hotel Truong Ngoc Bao Chau: Excuse me Good afternoon Can I ask you some question? As I am doing my research Just 2-3 questions Mrs Minh – the customer: Ok, can My name is Minh Truong Ngoc Bao Chau: Thanks Mrs Minh My name is Chau So we start the interview now How many times have you stay at this hotel? Mrs Minh – the customer: This is the first time I go to the city for some personal works near there Truong Ngoc Bao Chau: Yes So the reason that you choose there is there location? How you think about the promotion or other discount methods when choosing any product or service? Mrs Minh – the customer: Sure When buying somethings or booking any services, I not only compare prices among companies but also their promotions I think everybody includes me, special 47 women, housewife will chose the most advantage option As this time I am on rush, so I choose the best location with suitable price Truong Ngoc Bao Chau: Yah I see Then, what is the promotion method you like most? Mrs Minh – the customer: In my case, I like direct discount promotion or free goods/services that I can use I don’t like so many complicated conditions or voucher of other service such as spa,… as I don’t live there Truong Ngoc Bao Chau: I got your idea Thanks for your supporting information Mrs Minh – the customer: Ok, no problem Truong Ngoc Bao Chau: Thanks Goodbye Mrs Minh – the customer: Bye Revenue statement 2017 -2019 (VND) 2017 2018 2019 Quarter 8,304,451,000 7,490,323,000 7,865,228,000 Quarter 11,152,383,000 10,719,036,000 10,059,344,000 Quarter 12,475,719,000 11,636,834,000 10,438,275,000 Quarter 9,723,357,000 9,421,551,000 - Table Revenue statement 2017 - 2019 References: 48 Weitz BA, Bradford KD Personal selling and sales management: A relationship marketing perspective Journal of the Academy of Marketing Science 1999 Spring;27(2):241-254 Gursoy, D; Swanger, N Performance-enhancing internal strategic factors and competencies: impacts on financial success International Journal of Hospitality Management, 26 (2007): 213-227 Plank RE, Greene JN Personal construct psychology and personal selling performance European Journal of Marketing 1996;30(7):25-48 Marušić T Importance of marketing mix in successful positioning of products and services on the market Ekonomska Misao i Praksa 2019;28(1):431-446 Osman M, Ahmed ZU, Annavarjula M, Arifudin P, Yogarajah A Customer focused management and corporate performance: An international marketing perspective of Malaysian businesses American Business Review 2002 06;20(2):95-102 Bennett PD Dictionary of marketing terms Chicago: American Marketing Association 1988 Vucetic S Online promotion of small hotels of the Adriatic region in Croatia Economic and Social Development: Book of Proceedings 2016 Dec:131-141 Tehrani A, Tehrani AG, Moghadam BH Identifying factors affecting creating positive in audiences' attitude towards television advertising from Alborz Azad university students' point of view Kuwait Chapter of the Arabian Journal of Business and Management Review 2014 02;3(6):54-67 Hon RF Naked marketing: How the 4Ps have destroyed business and what to instead Journal of Direct, Data and Digital Marketing Practice 2011 Jan;12(3):296-298 49 10 Sỵrbu J THE STUDY OF ORGANIZATIONAL IMAGE AND PROMOTION ACTIVITY IN HOTEL UNITS: ACCES LA SUCCESS ACCES LA SUCCESS Calitatea 2014 11;15:162-169 11 Doyle P and Stern P Marketing management and strategy Prentice Hall 2006 12 Riaz W and Tanveer A Marketing mix, not branding Asian Journal of Business and Management Sciences.2012;1(11);43-52 13 Agrawal J, Kamakura WA The economic worth of celebrity endorsers: An event study analysis J Market 1995 07;59(3):56 14 Pettijohn CE, Pettijohn LS, Taylor AJ The influence of salesperson skill, motivation, and training on the practice of customer-oriented selling Psychology & Marketing 2002 09;19(9):743-757 15 Johlke MC Sales presentation skills and salesperson job performance The Journal of Business & Industrial Marketing 2006;21(5):311-319 16 Dolfsma W, Van der Eijk R How info-firms use big data to target customers J Bus Strategy 2018;39(6):50-55 17 Reed D In data we trust: How customer data is revolutionizing our economy Journal of Direct, Data and Digital Marketing Practice 2013 Jan;14(3):278-280 18 Ting PL, Chen S, Chen H, Fang W Using Big Data and Text Analytics to Understand How Customer Experiences Posted on Yelp.com Impact the Hospitality Industry Contemporary Management Research 2017 06;13(2):107-130 19 Harrison T Why trust is important in customer relationships and how to achieve it Journal of Financial Services Marketing 2003 03;7(3):206-209 50 20 Delpechitre D, Rutherford BN, Comer LB The importance of customer’s perception of salesperson’s empathy in selling The Journal of Business & Industrial Marketing 2019;35(2):374-388 21 Adnan VE Consumer Insight as Competitive Advantage Using Big Data and Analytics International Journal of Commerce and Finance 2015 10;1(1):45-51 22 Prescott M,E Big data and competitive advantage at Nielsen Management Decision 2014;52(3):573-601 23 Mohammed AA, Rashid B Customer Relationship Management ( CRM) in Hotel Industry : A framework Proposal on the Relationship among CRM Dimensions, Marketing Capabilities, and Hotel Performance International Review of Management and Marketing 2012;2(4):220 24 Liu S, Shao B, Gao Y, Hu S, Li Y, Zhou W Game theoretic approach of a novel decision policy for customers based on big data Electronic Commerce Research 2018 06;18(2):225240 51 ... Possible causes map IMPROVE SALES PERFORMANCE VIA PERSONAL SELLING ACTIVITIES: THE CASE OF HOANG HAI LONG HOTEL Introduction Hoang Hai Long hotel is a three-starts hotel in central of Ho Chi Minh... email, they are represent for the hotel and play the key role in the success of the business Their effectiveness impacts on the sales performance of the hotel In the long time, the performance of salesperson... email, they are represent for the hotel and play the key role in the success of the business Their effectiveness impacts on the sales performance of the hotel In the long time, the performance of salesperson