Custommer centric marketing , empirical evidence from logistics sector in vietnam

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business - Nguyen Thi Hoang Linh CUSTOMER CENTRIC MARKETING: EMPIRICAL EVIDENCE FROM LOGISTICS SECTOR IN VIETNAM MASTER OF BUSINESS (Honours) Ho Chi Minh City – 2015 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business - Nguyen Thi Hoang Linh CUSTOMER CENTRIC MARKETING: EMPIRICAL EVIDENCE FROM LOGISTICS SECTOR IN VIETNAM ID: 22120093 MASTER OF BUSINESS (Honours) SUPERVISOR: NGO VIET LIEM Ho Chi Minh City – 2015 ACKNOWLEDGEMENTS I would not have been able to complete my thesis without the advice, assistance, understanding and encouragement of my supervisor, my family and my friends I would like to gratefully and sincerely acknowledge their assistance and support First of all, the most important person I would like to thank is my supervisor, Mr NGO VIET LIEM Thanks to his valuable advice and generous guidance throughout the journey of this thesis, so that I can finish my thesis Secondly, I would like to thank all of the staff at International School of Business – University of Economics Ho Chi Minh City who are always enthusiastic and give me a lot of administrative support, assistance and understanding Furthermore, I would like to express my grateful thanks to my friends and all the respondents who participated in filling the questionnaires and provided the valuable information for this study Finally, I would like to give my gratefulness to all classmates who have been sharing with me all their knowledge and experience as well as happiness and difficulties during MBA course I would not complete my thesis without their encouragement and support Personally, I wish to express my deep gratitude to my parents and my brother for their spiritual support and encouragement during the time of study In brief, it has been a long journey and I have grown in so many ways I would like to say ―thank you‖ again for the involvement of everyone who has helped me to complete this thesis -iABSTRACT Following the report of World Bank (2014), performance logistics index in Vietnam is lower than the other countries: Singapore, Malaysia, Thailand, China; additional, in the future, logistics industry in Vietnam face to a higher competition when TPP allow foreigner companies invest in Vietnam easier Hence, manager has to find the right strategy and the best solution to improve their performance and keep the market share According to theories and the previous studies, customer-centric marketing consistently entails two critical actions which are helpful for companies in this condition: understanding and meeting individual customers satisfaction The paper explores some mediating factors (customer orientation and relationship marketing activities) affect and direct affect from job satisfaction to sales performance in logistics companies in Vietnam Through this thesis, logistics manager can understand more about characteristics of human in logistics area, then they can make decision about HR strategy and benefits to improve both sales performances and the organizational performance The result shows that customer orientation and relationship marketing also has a mediating affect to relationship between job satisfaction and sales performance positive But customer orientation has a higher mediating affect to relationship between job satisfaction and sales performance than relationship marketing variable However, adding both customer orientation and relationship marketing activities, relationship between job satisfaction and sales performance will be negative It means managers also have to pay attention highly to employee who has high performance in logistics area When employees have a higher performance, they will have a difference reaction with new coming period Key words: customer centricity, sales performances, job satisfaction, customer relationship marketing, customer management, customer orientation -iiTABLE OF CONTENT TABLE OF CONTENT LIST OF FIGURES Chapter INTRODUCTION 1.1 Research background 1.2 Problem statement 1.3 Research objectives 1.4 Research questions 1.5 Significance of research Chapter LITERATURE REVIEW 2.1 Customer centric marketing 2.2 Employee job satisfaction 10 2.3 Customer orientation 12 2.4 Customer relationship marketing activities 14 2.5 Sales performances 17 2.6 Theoretical model and hypothesis 18 2.6.1 Theoretical model 18 2.6.2 Employee job satisfaction and sales performances 20 2.6.3 Employee job satisfaction, customer orientation and sales performance 21 2.6.4 Employee job satisfaction, customer marketing relationship activities and sales performance 24 Chapter Research methodology 27 3.1 Research process 27 3.2 Quantitative research 29 3.2.1 Research sampling method 29 3.2.2 Measurement scales 30 3.3 Pilot study 32 3.4 Main survey 33 Chapter Result 35 4.1 Demographics profile of respondents 35 4.2 Measurement model 36 4.2.1 Indicator reliability 36 4.2.2 Internal consistency reliability 38 4.2.3 Construct validity 40 4.2.3.1 Convergent validity 40 4.2.3.2 Discriminant validity 42 4.3 Structural model 43 4.3.1 Result of model 43 4.3.2 Result of model 44 4.4 Result of control variables 48 Chapter Discussion, implications and limitations 51 5.1 Conclusion 51 5.2 Discussion and implications 52 5.3 Limitation and direction for future research 53 References 54 -iiiLIST OF FIGURES Figure Type of logistics Figure Theoretical model 19 Figure Research process 28 Figure Model 1–the path coefficient 44 Figure Path coefficient – Model 46 -iiiLIST OF TABLE Table 3-1a Scale of Employee Job Satisfaction 30 Table 3-1b Scale of Customer Orientation 31 Table 3-1c Scale of Relationship marketing activities 31 Table 3-1d Scale of Sales performance 31 Table 3-2 Item-Total Statistics of pilot study 32 Table 4-1 Distribution of the sample – sales person 36 Table 4-2 Distribution of the sample – company 36 Table 4-3 Factor loading of Model 37 Table 4-4 Factor loading of Model 37 Table 4-5 Composite reliability of model 38 Table 4-6 Cronbach alpha of model 39 Table 4-7 Composite reliability of model 40 Table 4-8 Convergent validity of model 41 Table 4-9 Convergent validity of model 41 Table 4-10 Correlation matrix 42 Table 4-11 Fornell Larcker Criterion Analysis 43 Table 4-12 T-statistics of Path coefficient (Inner Model ) – Model 43 Table 4-13 T-statistics of Outer loadings – Model 44 Table 4-14 T-statistics of Path coefficient (Inner Model ) – Model 45 Table 4-15 R Square score 46 Table 4-16 T-statistics of Outer loadings – Model 47 Table 4-17 Test of Homogeneity of Variances 48 Table 4-18 Anova of control variables 48 -ivAPPENDIX Questionnaire for pilot study 64 Questionnaire for main survey 68 Chapter 1: INTRODUCTION 1.1 Research background Logistics defined as a part of Supply Chain Management that plans, implements, and controls the efficient, effective forward and reverse flow and storage of goods, services and related information to ship cargoes/shipment from the point of origin to the point of consumption (Supply Chain Management, n.d.) According to decree No.140/2007/ND-CP, the Vietnamese Government (2007) divided logistics by groups of services: - Transportation: airway, roadway, railway, shipping and pipeline - Forwarding: Container loading and unloading - Warehouse: Cold chain, bonded warehouse - Other value added service: customs clearance, packing – inspection – fumigation, IT management Figure Type of logistics Page | 5.2 Discussion and implications The purpose of this paper is demonstrating how employee job satisfaction affects sales performance The paper also explores some mediating factors (customer orientation and relationship marketing activities) affect sales performance in logistics companies in Vietnam Through this thesis, logistics manager can understand more about characteristics of human in logistics area, they can make decision about HR strategy and benefits to improve both sales performances and the organizational performance The result indicates that demographics (age, education, gender, salary) are not significant to sales performance Managers not need to take care of about age, education, gender and salary of employees Besides that, readers can see that what kind of services, what kind of customer, how many employees and how many business years of company are not significant to sales performance Manager can recruit male or female, bachelor or master, younger or older, low salary or high salary They will have the same performance in sales A deeper exploration shows that employee job satisfaction affect sales performance positive Job satisfaction also influence to customer orientation, relationship marketing and both sales performance positive So logistics company should focus on increasing satisfy of employee Customer orientation and relationship marketing activities also affect sales performance positive But customer orientation has a higher affect to sales performance than relationship marketing activities, so logistics company pay more attention to training and improve sales person about customer orientation (finding out the solution to solve problem and save cost to customers, etc…) It will be more effective than increasing relationship with customers However, adding both customer orientation and relationship marketing activities, relationship between job satisfaction and sales performance will be negative It means managers also have to pay attention highly to employee who have high performance in Page | 52 logistics area When employees have a higher performance, they will have a difference reaction with new coming period Otherwise, this study shows that satisfy of job affects to job satisfaction highest The impact of building and maintaining relationship with customer on relationship marketing activities is the most The impact of taking problem solving approach in selling products/services to customer on customer orientation is the most The impact of firm’s share of business with buyer on sales performance is the most From these findings, manager can focus on these items to improve performance of sales person 5.3 Limitations and directions for future research This study has some limitations Firstly, because of the limit time, this research only conducts on a small size of population which placed at Ho Chi Minh City and Hanoi City Therefore, to generalize the results for a larger group, the future study should have involved more companies in difference cities in Vietnam Secondly, in this research, significant level of gender and salary are also low, so significant is not clearly This is not a highly evidences In addition, according to Mora and Ferrer (2009) researches on 5287 graduates of 12 recognized universities in Catalonia, Spain and found that women are statistically less satisfied than men for three out of five job satisfaction domain (promotion possibilities, earnings, and job security) Hence, future research can focus on demographics as gender and salary Thirdly, although the questionnaires in this study showed adequate reliability, some of the questionnaires showed lower reliability (e.g., the RMA4, CO4) than other questionnaires Among other difficulties (e.g., lower validity), lower reliability of a measure may hinders detection of the expected effects Future research may consider the development of more reliable measures for examining such constructs Finally, the present study did not examine perceptions of how long is relationship between sales person and customers The development of such a measure may lead to difference result in the future Page | 53 References Ahmad, R., Ing, H E., & Bujang, S (2014) Relationship between selected factors of job satisfaction and job performance among workers at palm oil industries International Review of Management and Business Research, 3(3), 1751-1766 Amstrong (2015) Amstrong’s handbook of performance management: performance management defined Anderson, E W & Oliver, R L (1987) Perspectives on behavior based versus outcome based sales force Control Systems Journal of Marketing, 51(10), 76-88 Avery, G C (2004) Understanding Leadership: Paradigms and Cases London: Sage Bagozzi, R P., & Yi, Y (1988) On the evaluation of structural equation models Journal of the Academy of Marketing Science, 16(1), 74–94 Berry, L L (1995) Relationship marketing of services - growing interest, emerging perspectives Academy of Marketing Science Journal, 23(4), 236 Bitner, M J., Booms, B H., & Tetreault, M S (1990) The service encounter: Diagnosing favorable and unfavorable Journal of Marketing, 54(1), 71 Bove, L L., & Johnson, L W (2000).A customer-service worker relationship model International Journal of Service Industry Management, 11(5), 491-511 Bowen, D E & Schneider, B (1985) Boundary-spanning role employees and the service industry: some guidelines for management and research Czepiel, J.A: Solomon Brown, S P & Peterson, R A (1994) The effect of effort on sales performance and job satisfaction Journal of Marketing, Vol 58 No 2, pp 70-80 Brown, T J., Mowen, J C., Donavan, D T., & Licata, J W (2002) The customer orientation of service workers: Personality trait effects on self-and supervisor performance ratings Journal of Marketing Research, 39(1), 110-119 Cannon, J P., & Perreault, J W D (1999) Buyer-seller relationships in business markets Journal of Marketing Research, 36(4), 439-460 Carmen, C I., Jesús, G C., & Sonia, S M (2005) The impact of customer relationship Page | 54 marketing on the firm performance: A spanish case The Journal of Services Marketing, 19(4), 234-244 Chin, W W., Marcolin, B L., & Newsted, P R (1996) A partial least squares latent variable modelling approach for measuring interaction effects: Results from a Monte Carlo simulation study and voice mail emotion/adoption study Cleveland, Ohio: University of Calgary Coomber, B & Barribal, K L (2007) Impact of job satisfaction components on intent to have and turnover for hospital nurses: a review of the research literature International Journal of Nursing Studies, 44, 297-314 Cravens, D.W., Ingram, T.N., LaForge, R.W and Young, C.E (1993) Behavior-based and outcome-based sales force control systems Journal of Marketing, 57(4), 4759 Cronin, J J J., and Taylor, S (1992) Measuring service quality: A re-examination and extension Journal of Marketing, 56(3), 55-68 Crosby, L A., Evans, K R., & Cowles, D (1990) Relationship quality in services selling: An interpersonal influence perspective Journal of Marketing, 54(3), 68 Crossman, A., & Abou-Zaki, B (2003) Job satisfaction and employee performance of Lebanese banking staff Journal of Managerial Psychology, 18(4), 368-376 Cutler, A (2006) Customer-centric marketing: From concept to reality Twice, 21(1), 82 Deshpande, R., Farley, J U & Webster, F E (1993) Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis Journal of Marketing, 57(1), 23-37 De Wulf, K., Gaby, O G., and Iacobucci, D (2001) Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration Journal of Marketing, 65(4), 33–50 Donavan, D T., Brown, T.J & Mowen, J.C (2004) Internal benefits of service workercustomer orientation: job satisfaction, commitment, and organizational citizenship behaviors Journal of Marketing, 68(1) Page | 55 Doney, P M., & Cannon, J P (1997) An examination of the nature of trust in buyerseller relationships Journal of Marketing, 61(2), 35-51 Doucet, L (2004) Service provider hostility and service Academy of Management Journal, 47(5), 761-771 Evans, L (1999) Managing to motivate: a guide for school leaders United Kingdom: Continuum International Retrieved from https://books.google.com.vn/books?id=5xqdCgAAQBAJ&pg=PR8&lpg=PR8&dq =Managing+to+motivate:+a+guide+for+school+leaders&source=bl&ots=fTzCJjwQZ&sig=LISjFcQDI1Hz5K1NBdzVRdRGfPA&hl=en&sa=X&ved=0ahU KEwijx5GN0-LJAhWHQI4KHaQrDJIQ6AEIJzAC#v=onepage&q&f=false Frazier, D W P (2005) Job satisfaction of international educators United State: Universal-Publishers Fornell, C., & Larcker, D F (1981) Structural equation models with unobservable variables and measurement error: Algebra and statistics JMR, Journal of Marketing Research (Pre-1986), 18(000003), 382 Fornell, C., Johnson, M D., Anderson, E W., & Cha, J (2002) A National Customer Satisfaction Barometer: The Swedish Experience Journal of marketing, 1-18 Gefen, D., & Straub, D W (2005) A Practical Guide to Factorial Validity Using PLSGraph: Tutorial and Annotated Example Communications of the AIS, 16(5), 91109 Gronroos, C (2004) The relationship marketing process: Communication, interaction, dialogue, value The Journal of Business & Industrial Marketing, 19(2), 99-113 Retrieved from http://search.proquest.com/docview/222001651?accountid=63189 Hair, J F., Ringle, C M., & Sarstedt, M (2011) Pls-sem: indeed a silver bullet Journal of Marketing Theory and Practice,19(2), 139-151 Hanif, M., Hafeez, S., & Riaz, A (2010) Factors Affecting Customer Satisfaction International Research Journal of Finance and Economics, 44-51 Page | 56 Hatcher, L (1994) A Step-by-Step Approach to Using the SAS System for Factor Analysis and Structural Equation Modelling Retrieved from http://people.stat.sc.edu/habing/courses/530EFA.pdf Homburg, C., Wieseke, J., & Hoyer, W D (2009) Social identity and the service-profit chain Journal of Marketing, 73(2), 38 Retrieved from http://search.proquest.com/docview/227824406?accountid=63189 Howard, D J., & Gengler, C (2001) Emotional contagion effects on product attitudes Journal of Consumer Research,28(2), 189-201 Retrieved from http://search.proquest.com/docview/215032160?accountid=63189 Iaffaldano, M R., & Muchinsky, P M (1985) Job satisfaction and job performance: A meta-analysis Psychological Bulletin,97, 251–273 Jap, S D., & Ganesan, S (2000) Control mechanisms and the relationship life cycle: Implications for safeguarding specific investments and developing commitment JMR, Journal of Marketing Research, 37(2), 227-245 Jaramillo, F., Ladik, D M., Marshall, G W., & Mulki, J P (2007) A meta analysis of the relationship between sales orientation-customer orientation (SOCO) and salesperson job performance Journal of Business & Industrial Marketing, 22(5), 302-310 Johnson, M., Gustafsson, A., & Roos, I (2005) The Effects of Customer Satisfaction Relationship Commitment Dimensions, and Triggers on Customer Retention Journal of marketing , 210-218 Jones, D L (2000) A determination of interpersonal interaction expectations in international buyer-seller relationships Unpublished thesis, Virginia Polytechnic Institute and State University Retrieved from http://search.proquest.com/docview/304634729?accountid=63189 Jun, M & Cai, S (2010) Examining the Relationships between Internal Service Quality and its Dimensions, and Internal Customer Satisfaction Total Quality Management and Business Excellence, 21(2), 205-223 Page | 57 Kandampully, J (2002) Relationship marketing in services Retrieved from: http://site.ebrary.com/lib/uehcm/reader.action?docID=10052722 Lashbrook, W B (1997) Business performance, employee satisfaction, and leadership practices Performance Improvement, 36(5), 29-33 Li, D., Chau, P Y K & Lai, F (2010) Market Orientation, Ownership Type, and EBusiness Assimilation: Evidence from Chinese Firms Decision Sciences, 41(1), 115-145 Locke, E A (1976) The nature and causes of job satisfaction Chicago: Rand McNally Lowander, A (2014) Personalized marketing = customer-centric marketing DM News, 36(2), 32-36 Retrieved from http://search.proquest.com/docview/1498216308?accountid=63189 Luo, K., Hsu, M & Liu, S (2008) The Moderating Role of Institutional Networking in the Customer Orientation-Trust/Commitment Performance Causal Chain in China Journal of the Academy of Marketing Science, 36(2), 202-216 Mora, T., & Ferrer C A (2009) The job satisfaction gender gap among young recent university graduates: Evidence from catalonia Journal of Socio - Economics, 38(4), 581 Retrieved from http://search.proquest.com/docview/199044361?accountid=63189 Morgan, R M., & Hunt, S D (1994) The commitment-trust theory of relationship marketing Journal of Marketing, 58(3), 20 Retrieved from http://search.proquest.com/docview/227767551?accountid=63189 Morrison, R (2008) Negative relationships in the workplace: Associations with organizational commitment, cohesion, job satisfaction and intention turnover Journal of Management and Organization, 14, 330-344 Mukherjee, K (2009) Principles of management and observational behaviour Retrieved from https://books.google.com.vn/books?id=3RF_AgAAQBAJ&pg=PA149&source=gb s_selected_pages&cad=2#v=onepage&q&f=false Ndubisi, N.O (2003) Service quality: understanding customer perception and reaction, Page | 58 and its impact on business International Journal of Business, 5(2), 207-19 Nielsen, I., & Smyth, R (2008) Job satisfaction and response to incentives among china's urban workforce Journal of Socio - Economics, 37(5), 1921 Retrieved from http://search.proquest.com/docview/198993097?accountid=63189 Nunnally, J C., & Bernstein, I H (1994) Psychometric Theory Retrieved from https://books.google.com.vn/books?id=L6rjmrz6J1sC&pg=PA44&lpg=PA44&dq =Nunnally+and+Bernstein+Psychometric+Theory,+cronbach&source=bl&ots=gC zmTTgud&sig=TSH832_h8goF2CssNjGB1_LuLao&hl=en&sa=X&ved=0ahUKEwi wrKK9wOTJAhWHGY4KHaCbCUIQ6AEIXTAJ#v=onepage&q=Nunnally%20a nd%20Bernstein%20Psychometric%20Theory%2C%20cronbach&f=false O'Hara, B.,S., Boles, J S., & Johnston, M W (1991) The influence of personal variables on salesperson selling orientation The Journal of Personal Selling & Sales Management, 11(1), 61 Retrieved from http://search.proquest.com/docview/216748092?accountid=63189 Palmatier, R W., Scheer, L K., Evans, K R., & Arnold, T J (2008) Achieving relationship marketing effectiveness in business-to-business exchanges Academy of Marketing Science Journal, 36(2), 174-190 doi:http://dx.doi.org/10.1007/s11747-007-0078-5 Parasuraman, A., Berry, L L., & Zeithaml, V A (1991) Perceived service quality as a customer-based performance measure: An empirical examination of organizational barriers using an extended service quality model Human Resource Management (1986-1998), 30(3), 335-364 Rajagopal, P M., & Price, S (2010) Measuring sales performance of home décor products Journal of Retail & Leisure Property, 9(2), 105-124 doi:http://dx.doi.org/10.1057/rlp.2009.25 Rapp, S & Collins, T (1990) The Great Marketing Turnaround Englewood Cliffs: NJ Reichheld, F F & Sasser, W E (1990) Zero defections: quality comes to services Page | 59 Retrieved from https://hbr.org/1990/09/zero-defections-quality-comes-toservices/ar/1 Reinartz, W J., & Kumar, V (2000) On the profitability of long-life customers in a concontractual setting: An empirical investigation and implications for marketing Journal of marketing, 64(4), 17–35 Rehman, M S & Waheed, A (2011) An empirical study of impact of job satisfaction on job performance in the public sector organizations Interdisciplinary Journal of Contemporary Research in Business, 2(9), 167-181 Retrieved from http://search.proquest.com/docview/857735040?accountid=63189 Ringle, C., Wende, S & Will, A (2005) SmartPLS 2.0 (Beta) Hamburg Retrieved from http://www.smartpls.de Robbins, S P (2003b) Organizational behavior (10th ed.) Upper Saddle River, NJ: Prentice Hall Rothmann, S & Coetzer, E (2002) The relationship between personality dimensions and job satisfaction Business Dynamics, 11(1), 29-42 Sahadev, S., & Purani, K (2008) Modelling the consequences of e-service quality Marketing Intelligence & Planning, 26(6), 605-620 Doi:http://dx.doi.org/10.1108/02634500810902857 Scheibelhut, J H., & Albaum, G (1973) Self-other orientations among salesmen and nonsalesmen Journal of Marketing Research (Pre-1986), 10(000001), 97 Retrieved from http://search.proquest.com/docview/208752427?accountid=63189 Schlesinger, L A., & Heskett, J L (1991) Breaking the cycle of failure in services Sloan Management Review, 32(3), 17 Retrieved from http://search.proquest.com/docview/224962859?accountid=63189 Scott, J (2009, February) performance Pro, 5, Performance 22-25 appraisals that actually Available improve from http://search.proquest.com/docview/223598339?accountid=63189 Sempane, M., Rieger, H & Roodt, G (2002) Job satisfaction in relation to organizational culture South African Journal of Industrial Psychology, 28(2), 23- Page | 60 30 Sergeant, A., & Frenkel, S (2000) When customer contact employees satisfy customers Journal of Service Research, 3(1), 18-34 Retrieved from http://search.proquest.com/docview/210506063?accountid=63189 Siguaw, J A., & Honeycutt, E D J (1995) An examination of gender differences in selling behaviors and job attitudes Industrial Marketing Management, 24(1), 45 Retrieved from http://search.proquest.com/docview/204595905?accountid=63189 Sinha, R S B (2011) The impact of employee satisfaction on customer delight, service quality and profitability of the firm Anvesha, 4(2), 44-53 Retrieved from http://search.proquest.com/docview/1034102226?accountid=63189 Singh, R., & Das, G (2013) The impact of job satisfaction, adaptive selling behaviors and customer orientation on salesperson's performance: Exploring the moderating role of selling experience The Journal of Business & Industrial Marketing, 28(7), 554-564 doi:http://dx.doi.org/10.1108/JBIM-04-2011-0121 Singh, R., & Venugopal, P (2015) The impact of salesperson customer orientation on sales performance via mediating mechanism The Journal of Business & Industrial Marketing, 30(5), 594-607 Retrieved from http://search.proquest.com/docview/1683358188?accountid=63189 Straub, D W (1989) Validating instruments in MIS research MIS Quarterly, 13(2), 147 Retrieved from http://search.proquest.com/docview/218110009?accountid=63189 Springer, G J (2011) A study of job motivation, satisfaction, and performance among bank employees Journal of Global Business Issues, 5(1), 29-42 Retrieved from http://search.proquest.com/docview/871891682?accountid=63189 Supply Chain Management (n.d.) Retrieved from https://cscmp.org/about-us/supplychain-management-definitions Sutton, R L., & Rafaeli, A (1998) Untangling the relationship between displayed emotions and organizational sales: The case of convenience stores Academy of Management Journal, 31(3), 461-487 Page | 61 Thomas, R W., Soutar, G N., & Ryan, M M (2001) The selling orientation-customer orientation (S.O.C.O.) scale: A proposed short form The Journal of Personal Selling & Sales Management, 21(1), 63-69 Retrieved from http://search.proquest.com/docview/216749585?accountid=63189 Vietnamese Government (2007) Decree detailing the implementation of the commercial law regarding conditions on logistics service provision and liability limits of traders providing logistics services Retrieved September 05, 2007, from http://kenfoxlaw.com/resources/legal-documents/governmental-decrees/1911-vbplsp-32424.html Vietnam Logistics Association (2015, April 07) Review logistics in Vietnam 2014 Symposium conducted at the meeting of VLA, Hochiminh, VN William, D (2011) Effect of customer relationship marketing on performance in the banking industry in Ghana: a case study of some selected Barclays bank branches in Kumasi Unpublished Master in business thesis, University of science and technology – Kumasi Retrieved from http://ir.knust.edu.gh/bitstream/123456789/4493/1/WILLIAM%20DESBORDES.p df Williams, D S (2014) Connected CRM : Implementing a Data-Driven, CustomerCentric Business Strategy New Jersey: John Wiley & Sons Incorporated Webster, F E J (1992) The changing role of marketing in the corporations Journal of Marketing, 56 (10), 1-17 World Bank (2014) Connecting to compete 2014: trade logistics in the global economy The World Bank Retrieved from http://d21a6b425f3bbaf58824- 9ec594b5f9dc5376fe36450505ae1164.r12.cf2.rackcdn.com/LPI_Report_2014.pdf Yvonne, W., Rahman, R H A., & Long, C S., (2014) Employee job satisfaction and job performance: a case study in a franchised retail chain organization Engineering and technology, 8(17), 1875-1883 Page | 62 QUESTIONNAIRES FOR MAIN SURVEY Khảo sát việc đặt mối quan hệ với khách hàng trung tâm chiến lược tiếp thị ngành Logistics Việt Nam My name is Linh, a student of Master program of ISB - University of Economics in HCMC The purpose of this survey is researching about CUSTOMER CENTRIC RELATIONSHIP MARKETING: EMPERICAL EVIDENCE FROM LOGISTICS SECTOR IN VIETNAM We hope that you will spend your valuable time to help us finish this survey If you would like to know the result of this research, please kindly advise and we will forward the result to you for reference Hope this thesis helps you have the other point of view to get the best strategy for your company THÔNG TIN CÁ NHÂN Gender (Giới tính) Male Female Age (Tuổi) 18-25 25-35 >35 Education (Trình độ học vấn) Trung học Đại học Sau đại học Salary (Mức lương) 30 triệu Our firm serves (Công ty phục vụ) Import/Export Shipment (Hàng hóa XNK) Domestics Shipment (Hàng hóa nội địa) Both of above (Cả hai) Our customers are (Khách hàng là) Forwarding Companies (Công ty dịch vụ XNK) Direct Customers (Công ty sản xuất) Both of above (Cả hai) Our firm has been in business for years (Công ty hoạt động … năm) Under years (Dưới năm) 5-10 years (5-10 năm) > 10 years (Trên 10 năm) Our firm has …… employees (Cơng ty chúng tơi có … nhân viên) Under 10 employees (Dưới 10 Nhân viên) 10-40employees (10-40 Nhân viên) >40 employees (>40 Nhân viên) KHẢO SÁT VỀ MỐI QUAN HỆ VỚI KHÁCH HÀNG - Totally disagree - Disagree - Slightly disagree - Neutral - Slightly agree - Agree - Totally agree 1- Rất không đồng ý 2- Không đồng ý 3- Hơi khơng đồng ý 4- Bình thường 5- Hơi đồng ý 6- Đồng ý 7- Rất đồng ý Nội dung câu hỏi I am generally satisfied with the kind of work I in this job (Tơi thấy hài lịng với loại hình cơng việc mà tơi làm) Generally speaking, I am very satisfied with this job (Tôi thấy hài lịng với cơng việc tại) I never think of quitting this job (Tơi chưa có ý định nghỉ việc) I try to figure out what the customer’s needs are (Tơi cố gắng tìm hiểu nhu cầu khách hàng) I have the customer’s best interests in mind (Tơi ln suy nghĩ lợi ích khách hàng) I take a problem solving approach in selling products or services to the customer (Tôi sử dụng phương pháp tiếp cận đưa giải pháp để bán sản phẩm dịch vụ cho khách hàng) I recommend products or services that are best suited to solving problems (Tôi đưa sản phẩm dịch vụ phù hợp để giải vấn đề khách hàng) I work hard to strengthen this buyer’s relationship with me (Tôi làm việc chăm nhằm thắt chặt mối quan hệ thân thiết với khách hàng mình) I focus attention on building and maintaining my relationship with this buyer (Tôi tập trung vào việc xây dựng trì mối quan hệ với khách hàng mình) I make significant investments in building a strong relationship with this buyer (Tôi trọng đầu tư nhiều vào việc xây dựng mối quan hệ thân thiết với khách hàng mình) 1234567 I devote considerable time and effort to my relationship with this buyer (Tôi dành nhiều thời gian nỗ lực cho mối quan hệ với khách hàng mình) My firm’s share of business with this buyer is expanding (Tỷ trọng khách hàng tổng doanh số công ty tăng lên) The number of different products this customer purchased from my company increased last year (Số lượng sản phẩm dịch vụ mà khách hàng sử dụng từ công ty tăng hơn) I am meeting my sales goals with this customer (Tôi đạt mục tiêu doanh số đề cho khách hàng này) The sales to this customer are growing faster than the overall sales of my company (Doanh thu từ khách hàng tăng nhanh so với tỷ lệ tăng doanh thu công ty tôi) The competition in business is high (Công ty đối mặt với nhiều cạnh tranh kinh doanh) Our competitors always try to improve their services (Các đối thủ cạnh tranh công ty cố gắng nâng cao dịch vụ khách hàng họ) Customer's requirement in logistics area always change (Sự mong đợi khách hàng ngành vận chuyển hàng hoá thay đổi) Everything changes quickly in logistics area (Mọi thứ thay đổi nhanh chóng ngành vận chuyển hàng hố) Tơi muốn tham khảo kết khảo sát Vui lòng gửi qua email: Many thanks for your kind support! Chân thành cám ơn giúp đỡ chia sẻ bạn! ………………………………… ... loading P Values ES1