| Author | Tran Thi Hue Chi |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of
Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | Tourism is one of the key industries in Vietnam currently. Competition in this industry is
increasing dramatically. It is easier to lose regular customers than find new ones and to
keep them loyal and satisfied. Thus, Customer Relationship Management has become the
main focus in marketing strategy for all organizations.
As other enterprises in the tourism industry, HG Travel is facing with difficulties in
retaining and nurturing the relationship with its customers. There are several problems
arising during the operation of the company, including the internal communication,
external communication, quality control, and conducting research and product
development.
Analyzing the root causes of these difficulties, the study identified three suggestions,
which consist of effectively building a database, the consideration of people's role in the
whole CRM process and the application of relationship marketing. |
| Year | 2008 |
| Type | Research Study Project Report (RSPR) |
| 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) | Swierczek, Fredric William; |
| Examination Committee(s) | Sununta Siengthai;Blechter, Clemens ; |