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VGU RESEARCH REPOSITORY


Please use this identifier to cite or link to this item: 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
Rights: Attribution-NonCommercial 4.0 International
Appears in Collections:Business Information Systems (BIS)

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