(Luận văn thạc sĩ) 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 | ... 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... relationship marketing becomes the fourth significant post-war wave in marketing Customer relationship marketing is the process of identifying, developing, maintaining and terminating relational... waves in marketing since World War II such as: mass marketing, targeted marketing and global marketing These three first waves focused on maximizing sales But marketers are now discovering that