| Author | Hoang Huu Hien |
| Note | A project submitted in partial fulfillment of the requirements for the
degree of Master of Business Administration ( Executive ) in International Business - Management of Technology, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | Customer retention has increasingly become an important strategy of many companies.
Today customer retention is a concept gaining more and more attention of business when
loyal customers are essential component to company success. Loyal customers tend to
purchase more often, spend more money and usually enhance positive word of mouth.
Customer retention will affect to company revenue growth and profitability.
Therefore, Pacific Dental strives to identify and apply effective business strategy to retain
loyal customers in Vietnam dental market.
Recently, Pacific Dental was losing existing customers to competitors at high rate and it
impacts to business performance directly. That is why Pacific Dental has to find out
feasibility solution to relocate resources to increase customer satisfaction in order to retain
more loyal customers and keep customer retention.
The research has objectives to identify strength and weakness factors influencing customer
retention based on the previous theories, and an analysis which were collected by 58
questionnaires survey, evaluate and apply feasible solutions to improve business
performance at Pacific Dental.
Finally, Pacific Dental realizes that the company should not only have to do the right things but have to do the things right first. |
| Year | 2012 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (Executive) in International Business - Management of Technology (VN/BKK)) |
| Chairperson(s) | Beise -Zee, Rian; |
| Examination Committee(s) | Do Ba Khang;Sununta Siengthai; |