VGU RESEARCH REPOSITORY
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https://epub.vgu.edu.vn/handle/dlibvgu/1250
Title: | Customer relationship management in the Vietnamese fashion retail market – An explorative study and a blueprint for a system solution | Authors: | Hoang Thanh Uyen Nha | Keywords: | Customer relationship management (CRM);CRM system;Fashion retail | Issue Date: | 2021 | Publisher: | Vietnamese-German University | Abstract: | Nowadays, Customer Relationship Management has become an indispensable part of business activities and is also one of the competitive advantages of enterprises. The fashion retail market is one of the vibrant and ever-changing growing markets in Vietnam. This study investigated some fashion retailers in Vietnam to find out their needs, as well as their challenges in running CRM activities. From the collected information, the author analyzed and proposed a blueprint for a suitable CRM system for businesses in the Vietnamese fashion retail sector. The research is conducted by interview methodology to collect primary data and learn in-depth about enterprises’ demands and business activities. The study proposed the architecture of the CRM system and the necessary functions of the system. In addition, the author suggested the direction to collect and process data and apply the CRM system into companies’ business processes. The Vietnamese fashion retailers can consider these solutions to plan to build up a new CRM system or upgrade an existing one. With a better CRM system, the firms can have closer customer relationships and improve their business performances. Moreover, the research findings can also be broadened to apply to the related sectors in the retail industry |
URI(1): | http://epub.vgu.edu.vn/handle/dlibvgu/1250 |
Appears in Collections: | Business Information Systems (BIS) |
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Customer relationship management in the Vietnamese fashion retail market – an explorative study and a blueprint for a system solution.pdf | 1.33 MB | Adobe PDF |
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