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The Relationship between Customer Relationship Management and Using Decision to the Product Service of Customers: A Case Study in Vietnam

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  • Nguyen Thi Van
  • Nguyen Minh Tuan
  • Tran Phi Hoang
  • Le Phat Minh

Abstract

The results of scientific research are to carry out aimed at analyzing and defining the relationship between customer relationship management (CRM) and using decision to the product service of customers in Vietnamese service businesses. The qualitative and quantitative research methods were used and the results showed that there are 5 factors having an impact on using decision to the product service of customers as followings: Competence, Convenience perception, Requirement & feedback management, Customer service, and Tangibles. Four hundred people with 31 observed variables were surveyed targeted at determining the factors affecting using decision to the product service of customers in Vietnamese service businesses. The purposes of 3 objectives were done as followings: First, identify the factors affecting using decision to the product service of customers in Vietnamese service businesses; Second, determine the order of priority impact level of the factors affecting using decision to the product service of customers in Vietnamese service businesses; Third, propose solution groups to enhance using decision to the product service of customers in Vietnamese service businesses.

Suggested Citation

  • Nguyen Thi Van & Nguyen Minh Tuan & Tran Phi Hoang & Le Phat Minh, 2016. "The Relationship between Customer Relationship Management and Using Decision to the Product Service of Customers: A Case Study in Vietnam," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(1), pages 107-116, February.
    • Handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:1:p:107-116
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    More about this item

    Keywords

    customer relationship management; customer service; product service; relationship; Vietnamese service businesses;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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