The impact of personal selling, store service, and sales credit on strengthening relationship between soft drink retailers and their trade customers in Ho Chi Minh city - Vietnam | |
| Author | Nguyen Duc Tri |
| Call Number | AIT RSPR no. SM-95-55 |
| Subject(s) | Soft drink industry--Vietnam--Ho Chi Minh Sales management--Vietnam--Ho Chi Minh |
| Note | A research study submitted in partial fulfilment of the requirement for the degree of Master of Business Administration. |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-95-55 |
| Abstract | The nature of the on-going relationship between soft drink retailers and their trade customers in Ho Chi Minh city-Vietnam was studied in five orientations: relationship initiation, closeness, cooperation, mutual benefit and time orientations. The orientations were investigated under the impact of personal selling, store service, and sales credit that are commonly used by retailers. Nine hypotheses were tested on two separate databases that were collected from 86 retailers and 100 customers. The results supported eight hypotheses. Personal selling significantly contributed to relationship initiation, improved closeness, and consolidated loyalty. Store service facilitated cooperation, directed mutual benefit orientations, and enhanced loyalty. Sales credit encouraged closeness and appealed to mutual benefit orientations, but did not attract loyalty of customer as hypothesized. Some gaps in perception between the parties about relationships that were found to be able to negatively affect the orientations of customers. Believes on partners' willingness to build long term goal relationship or on its future prosperous perspective were the two main remarks. |
| Year | 1995 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-95-55 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Doctor of Philosophy in International Business (Publication code = SM) |
| Chairperson(s) | Speece, Mark |
| Examination Committee(s) | Hertzberg, Ellen;Johri, Lalit M. |
| Scholarship Donor(s) | The Government of Switzerland. |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1995 |