ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - PHAN TÙNG APPLICATION OF CUSTOMER RELATIONSHIP MANAGEMENT IN VIETNAMESE TRADING SMES ỨNG DỤNG QUẢN TRỊ QUAN HỆ KHÁCH HÀNG TRONG DOANH NGHIỆP THƢƠNG MẠI VỪA VÀ NHỎ TẠI VIỆT NAM LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH HÀ NỘI - 2018 ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - PHAN TÙNG APPLICATION OF CUSTOMER RELATIONSHIP MANAGEMENT IN VIETNAMESE TRADING SMES ỨNG DỤNG QUẢN TRỊ QUAN HỆ KHÁCH HÀNG TRONG DOANH NGHIỆP THƢƠNG MẠI VỪA VÀ NHỎ TẠI VIỆT NAM Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƢỜI HƢỚNG DẪN KHOA HỌC: TS NGÔ VI DŨNG Hà Nội - 2018 STATEMENT The author confirms that the research outcome in the thesis is the result of author‘s independent work during study and research period and it is not yet published in other‘s research and article The other‘s research result and documentation (extraction, table, figure, formula,and other document) used in the thesis are cited properly and the permission (if required) is given The author is responsible in front of the Thesis Assessment Committee, Hanoi School of Business, and the laws for above-mentioned declaration Phan Tung ACKNOWLEDGEMENT First and foremost, I would like to express my sincere gratitude to my supervisor, PhDDr NGO VI DUNG, at the Hanoi School of Business and Management (HSB), Vietnam National University (VNU) for his detailed guidances and valued advices Without his guidance and persistent help this thesis would not have been completed I would like to express my great thank to all my colleagues and friends for their warmly support during my thesis My special thanks come to DNS management and staffs for all encourages and supports during the whole my MBA course Last but not least, I would like to express my deeply thank to my wife, my children, family members and friends They were the one that are always beside me and supporting me during all the process Phan Tung ABSTRACT This paper aimed to identify the key antecedentsof CRM application and barrier factors that Vietnam SMEs faced when implementing CRM and provide some suggestions to improving the stated process Based on qualitatitive research using focus group discussion method and quantitative survey analysis as supplementation, we found that there are key antecedents of CRM application as follow: (1) Relationship Marketing, (2) Knowledge Management, (3) Motivation of Innovation, (4) Technological Resources, (5) Human Resource Development, (6) Change Management; and key barrier factors that have negative impact to Vietnam SMEs‘ CRM implementation process as follow: (1) Changing Business Culture and Cross functional interaction, (2) Lacks of Customer Knowledge Management Ability, (3) Lacks of new processes and standards, (4) Lacks of skillful Human Resources and, (5) Information Security Threats Furthermore, the key antecedents of CRM implementation in Vietnam SMEs are Relationship Marketing, Knowledge Management, Change Management, Human Resource Development, Technological Resources and Motivation of Innovation Implications for top managements of Vietnam SMEs for improving CRM implementation and future research were also suggested TABLE OF CONTENTS ABBREVIATION LIST OF TABLE LIST OF FIGURES CHAPTER 1: INTRODUCTION 1.1 Rationale 1.2 Research Objectives 1.3 Subject and Scope of Research 1.4 Structure of the thesis CHAPTER 2: THEORETICAL BACKGROUND 2.1 Definition of CRM and its conceptualization problems 2.2 Benefits or objectives of business when implementing CRM 2.3 Key factors for success and barriers of CRM application 2.4 Key antecedents of CRM application 2.5 Hypotheses development and research model 2.5.1 Background of Vietnam SMEs 2.5.2 Barriers of CRM implementation in Vietnam SMEs 2.5.3 Research Model 2.6 Chapter Brief CHAPTER 3: METHODOLOGY 3.1 Research design 3.2 Data sources and data collection 3.3 Qualitative research 3.4 Research measurements 3.5 Quantitative research 3.6 Validity and reliability 3.7 Ethical consideration 3.8 Chapter brief CHAPTER 4: RESULTS AND DISCUSSIONS 4.1 Sample description 414144 4.2 Results of focus group discussion 414144 4.3 Results of survey .424245 4.4 Discussion on the results 454548 4.5 Chapter brief 525255 CHAPTER 5: CONCLUSIONS, LIMITATIONS AND IMPLICATIONS 535356 5.1 Conclusions 535356 Formatted: Space Before: pt, Line spacing: 1.5 lines 5.2 Implications and suggestions for Vietnam SMEs 545457 5.3 Limitations .606063 5.4 Recommendation for future research .616164 REFERENCES 626265 APPENDIX I: QUESTIONNAIRE 787074 Formatted: Space Before: pt, Line spacing: 1.5 lines ABBREVIATION CRM: Customer Relationship Management SMEs: Small and Medium Enterprises AI: artificial intelligence SFA: Sale force automation KMS: Knowledge Management System RM: Relationship Marketing ERP: Enterprise resource planning NPD: New product development BPS: Business process standardization 10 BPR: Business process reengineering i LIST OF TABLE Table 2.1: Benefit of successfully CRM implementation Table 2.2: Success factors for CRM implementation Table 2.3: Barriers factors identified by previous studies Table 2.4: Transactional marketing vs CRM approach (Piccoli et al., 2003) Table 3.1 Key barrier factors and sub-dimensions to CRM implementation in Vietnam SMEs Table 3.2: Operationalized variables Table 4.1: Respondent‘s background Table 4.2 Results on the key factors of barrier Table 4.3 Results on the sub-dimension of each factor Table 4.4 sub-dimensions as most commonly barriers Table 4.5: Detail sub-dimensions of Barrier 1-Changing Business Culture and Cross-functional interaction Table 4.6: Detail sub-dimensions of Barrier 2- Lacks of customer management knowledge Table 4.7: Detail sub-dimensions of Barrier 3-Lacks of new processes and standards Table 4.8: Detail sub-dimensions of Barrier 4-Lacks of skillful Human Resources Table 4.9: Detail sub-dimensions of Barrier 5-Information Security Threats Table 5.1 CRM implementation key antecedents Table 5.2 Key barriers in CRM implementation for Vietnam SMEs Formatted: Space After: pt, Line spacing: 1.5 lines ii Park, C -H., & Kim, Y -G (2003) ―A framework of dynamic CRM: Linking marketing with information strategy.‖Business Process Management Journal, 9(5), 652–671 Payne, A., & Frow, P (2006) ―Customer relationship management: from strategy to implementation.‖Journal of Marketing Management, 22, 135- 168 Peppard, J (2000) ―Customer relationship management (CRM) in financial service.‖European Management Journal, 18(3), 312-327 Peppers, D., Rogers, M., & Dorf, B (1999) ―Is your company ready for one-to-one marketing?‖Harvard Business Review, 77(1), 101– 119 Piccoli, G., O‘Connor, P., Capaccioli, C., & Alvarez, R (2003) ―Customer relationship management: A driver for change in the structure of the U.S lodging industry.‖Cornell Hotel and Restaurant Administration Quarterly, 44, 61– 73 Plakoyiannaki, E., & Saren, M (2006) ―Time and the customer relationship management process: conceptual and methodological insights.‖Journal of Business & Industrial Marketing, 21(4), 218230 Qiang Li, Maggitti, et al.(2013), "Top management attention to innovation: the role of search selection and intensity in new product introductions" Academy of Management Journal 2013, Vol 56, No 3, 893–916 Quan Anh Nguyen, Gillian Sullivan Mort & Clare D'Souza (2015): ―Vietnam in transition: SMEs and the necessitating environment for entrepreneurship development‖, Entrepreneurship & Regional Development: An International Journal Reichheld, F.F (1996a), ―The Loyalty Effect‖, Harvard Business School Press, Boston, MA Ronnas, P and Rammaurthy, B (2000) ―Entrepreneurship in Vietnam: Transformation and Dynamism‖, Copenhagen: Nordic Institute of Asian Studies and Institute of Southeast Asian Studies, October 2000 Formatted: Indent: Left: cm, Hanging: 2.54 cm, Space After: 12 pt, Line spacing: single Formatted: Space After: 12 pt, Line spacing: single Ryals, L Knox, S and Maklan, S 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Harvard Business Review, 77(1), 101–119 Piccoli, G., O’Connor, P., Capaccioli, C., & Alvarez, R (2003, August).Customer relationship management: A driver for change in the structure of the U.S lodging industry Cornell Hotel and Restaurant Administration Quarterly, 44, 61–73 Plakoyiannaki, E., & Saren, M (2006) Time and the customer relationship management process: conceptual and methodological insights Journal of Business & Industrial Marketing, 21(4), 218-230 Qiang Li, Maggitti, et al."Top management attention to innovation: the role 75 of search selection and intensity in new product introductions" Academy of M anagement Journal 2013, Vol 56, No 3, 893–916 Quan Anh Nguyen, Gillian Sullivan Mort & Clare D'Souza (2015): Vietnam in transition: SMEs and the necessitating environment for entrepreneurship development, Entrepreneurship & Regional Development: An International Journal Reichheld, F.F (1996a), The Loyalty Effect, Harvard Business School Press, Boston, MA Ronnas, P and Rammaurthy, B (2000) Entrepreneurship in Vietnam: Transformation and Dynamism, Copenhagen: Nordic Institute of Asian Studies and Institute of Southeast Asian Studies, October 2000 Ryals, L Knox, S and Maklan, S (2000), Customer Relationship Management(CRM): Building the Business Case FT Prentice Hall, London Seth, J N., & Parvatiyar, A (1995) The evolution of relationship marketing International Business Review, 4(4), 412 Sin, L Y M., Tse, A C B., et al (2005) CRM: conceptualization and scale development European Journal of Marketing, 39(11/12), 12641290 Siti Hajar Mohamad, Norfaridatul Akmaliah Othman, (2014), ISSN: 2231-7996 Vol No Smith, W K., & Tushman, M L 2005 Managing strategic contradictions: A top management model for managing innovation streams Organization Science, 16: 522–536 Stanworth, M J K and Curran, J (1973) Management Motivation in the Smaller Business, Gower Publishing Aldershot Stanworth, M J K and Gray, C (1991) Bolton 20 Years On, Small Business Research Trust, Paul Chapman Publishing Ltd, London Stefanou, C J., & Sarmaniotis, C (2003) CRM and customercentric knowledge management: An empirical research Business Process Management Journal, 9(5), 617– 634 76 Storey, D (1986) Entrepreneurship and the new firm In: Curran, Stanworth and Watkin (eds), The Survival of the Small Firm, Gower Publishing, Aldershot Voelpel, S.C., Leibold, M and Tekie, E.B (2004), ―The wheel of business model reinvention: how to reshape your business model to leapfrog competitors‖, Journal of Change Management, Vol No 3, pp 259-276 Wang, I C., Huang, C Y., et al (2010) The inflence of customer relationship management process on management performance International Journal of Organization Innovation, 2(3), 40-50 Webster, F E (1992) The changing role of marketing in the corporation Journal of Marketing, 56, 1-17 Webster, L and Taussig, M (1999) Vietnam's Undersized Engine: A Survey Of 95 Larger Private Manufacturers, Mekong Project Development Facility and IFC Number Wennekers, Sander, and Roy Thurik 1999 ―Linking Entrepreneurship and Economic Growth.‖ Small Business Economics 13 (1): 27–56 Wilson, H.N and McDonald, M.H.B (1996), ―Computer Aided Marketing Planning: The Experience Of Early Adopters‖, Journal of Marketing Management, 12, pp 391-416 Xu, M., & Walton, J (2005) Gaining Customer Knowledge Through Analytical CRM Industrial Management and Data Systems, 105(7), 955-971 Zablah, A R., Bellenger, D N., et al (2004) An evaluation of divergent perspectives on customer relationship management: towards a common understanding of an emerging phenomenon Industrial Marketing Management, 33(6), 475-489 77 APPENDIX I: QUESTIONNAIRE PHIẾU KHẢO SÁT Kính chào Ông/Bà! Tôi tên là: Phan Tùng Hiện thực nghiên cứu đề tài khoa học có tên gọi ― Ứng dụng quản trị quan hệ khách hàng doanh nghiệp thương mại vừa nhỏ Việt Nam‖ với mục đích giúp đánh giá yếu tố ảnh hưởng tích cực tiêu cực hiệu ứng dụng CRM doanh nghiệp từ đưa gợi ý giúp doanh nghiệp tận dụng mạnh công nghệ để xây dựng mối quan hệ bền vững với khách hàng, giảm phụ thuộc vào quảng cáo, nâng cao hiệu kinh doanh Kính mong Ơng/Bà trả lời câu hỏi sau cách điền dấu X vào ô lựa chọn phù hợp ý kiến Những thơng tin thu cam kết sử dụng cho mục đích nghiên cứu đề tài, bảo mật không tiết lộ tới bên thứ ba Xin chân thành cám ơn hợp tác Ơng/Bà Phần Thơng tin doanh nghiệp: 1.1 Tên doanh nghiệp: 1.2 Năm thành lập: 1.3 Lĩnh vực ngành nghề: Sản xuất Thương mại Dịch vụ Ngành nghề khác 1.4 Tổng số năm kinh nghiệm ngành chủ doanh nghiệp: 1.5 Tổng số năm ứng dụng công nghệ Quản trị quan hệ khách hàng: 1.6 Loại hình doanh nghiệp Cơng ty vốn tư nhân Công ty nhà nước cổ phần vốn nhà nước chi phối 1.8 Số người lao động: 78 Có hợp đồng thức: …………………Người Bán thời gian/Cộng tác viên: …………….Người 1.9 Tổng doanh thu (VNĐ) năm 2017(ước tính) doanh nghiệp: Dưới tỷ Từ tỷ-5 tỷ Từ tỷ-10 tỷ Từ 10 tỷ-100 tỷ Trên 100 tỷ Phần Nội dung chính: Ơng/bà vui lịng đưa đánh giá rào cản ứng dụng Quản trị quan hệ khách hàng doanh nghiệp? Số Chi tiết nhận định A Thiếu nguồn lực nhân có kỹ A.1 Thiếu nhân có kỹ kỹ thuật digital marketing A.2 Thiếu nhân có kỹ xây dựng nội dung A.3 Thiếu nhân có kỹ chăm sóc khách hàng A.4 Thiếu nhân có kỹ bán hàng/thuyết phục khách hàng A.5 Thiếu trưởng nhóm có lực triển khai đội ngũ B Thiếu kiến thức kỹ quản trị KH 79 B.1 Thiếu kỹ vận hành hệ thống CRM B.2 Thiếu kỹ phân tích thơng tin khách hàng B.3 Thiếu kỹ tổ chức xử lý phản hồi tiêu cực từ khách hàng B.4 Thiếu khả truyền đạt giao việc môi trường thay đổi nhanh tình trạng thiếu chắn B.5 Thiếu người liên tục cập nhật kiến thức tiến hành đào tạo đội ngũ C Thay đổi Văn hóa doanh nghiệp tƣơng tác xuyên chức C.1 Khó khăn phổ biến, thúc đẩy nhân sử dụng ứng dụng CRM hoạt động hàng ngày C.2 Nhân không muốn khó khăn sử dụng ứng dụng C.3 Nhân chậm thích nghi với thay đổi quy trình làm việc C.4 Nhân có xu hướng khơng tích cực đưa ý kiến phản biện mang tính xây dựng C.5 Nhân thấy việc ổn khơng có động lực để thay đổi 80 Số Chi tiết nhận định D Thiếu quy trình tiêu chuẩn cho cơng việc Đội nhóm khơng nhận đào tạo hướng dẫn sử dụng đầy đủ từ phía nhà cung cấp ứng dụng Quản trị quan hệ khách hàng Việc xây dựng quy trình làm việc gặp nhiều khó khăn đặc thù kinh doanh Các tiêu chuẩn công việc không định nghĩa rõ ràng M Nguy bảo mật thơng tin Nguy rị rỉ thơng tin khách hàng hội kinh doanh Nguy "chảy máu chất xám" nhân Nguy nhân nghỉ việc gây ảnh hưởng hệ thống D.1 D.2 D.3 M.1 M.2 M.3 Chúng biết ơn ông/bà nói rõ ý kiến khác, yêu cầu khác mà chưa thể câu hỏi vấn công tác ứng dụng Quản trị quan hệ khách hàng doanh nghiệp: ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… Nếu ông/bà quan tâm đến kết nghiên cứu, vui lòng để lại địa email ………………………………………………… Xin chân thành cám ơn hợp tác Ông/Bà 81 ... KHOA QUẢN TRỊ VÀ KINH DOANH - PHAN TÙNG APPLICATION OF CUSTOMER RELATIONSHIP MANAGEMENT IN VIETNAMESE TRADING SMES ỨNG DỤNG QUẢN TRỊ QUAN HỆ KHÁCH HÀNG TRONG DOANH NGHIỆP THƢƠNG MẠI VỪA... KHÁCH HÀNG TRONG DOANH NGHIỆP THƢƠNG MẠI VỪA VÀ NHỎ TẠI VIỆT NAM Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƢỜI HƢỚNG DẪN KHOA HỌC: TS NGÔ VI DŨNG... Vietnam e-commerce market at a rate of 22%last year, many Vietnam SMEs start deploying CRM as solutions to improve its relationship with customer) Report from a SME CRM solution provider in Vietnam