Customer relationship management : a case study of Siam Cement Group in Myanmar | |
| Author | Lin Win Thein |
| Call Number | AIT Proj. no.SM-15-04 |
| Subject(s) | Siam Cement Group Customer relations--Mayanmar Relationship marketing--Mayanmar |
| Note | A project study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Series Statement | |
| Abstract | Customer relationship management is very important since today's business world is quite competitive with high rivalry and many challenges . For a cement manufacturer , customer relationship management for supply chain members such as distributors, wholesalers and retailers plays crucial role since the products are distributed to the end customers through them. A cement manufacturer can get the competitive advantage by grasping good customer relationship management since it can strengthen the customer loyalty efficiently, improving and developing strong relationship with them, and cannot be easily imitated by competitors. It is generally accepted that there is high potential to grow cement demand in Myanmar cement market since public infrastructures and private constructions are developing rapidly . As a market player in cement market of Myanmar , Siam Cement Group sh ould improve, retain and develop the relationships with its supply chain members to optimize revenue and their loyalty . This research analyses the customer satisfaction levels and important factors for customer relationship management wit h Siam Cement Group in Myanmar in terms of understanding needs , difficulties and expectations of distributor s and wholesalers to improve relationship with them. This study also provides recommendations to Siam Cement Group to improve retain and develop relationship with their distributors and wholesalers. |
| Year | 2015 |
| Corresponding Series Added Entry | |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Igel, Barbara |
| Examination Committee(s) | Islam, Nazrul;Vatcharapol Sukhotu |
| Scholarship Donor(s) | Norwegian Ministry of Foreign Affairs |
| Degree | Project (M. B.A.) - Asian Institute of Technology, 2015 |