Marketing strategy to improve the customers' loyalty of Trung Thủy group corporation

TRÖÔØNG ÑAÏI HOÏC MÔÛ TP. HCM UNIVERSITEÙ LIBRE DE BRUXELLES

HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOL

MBMM4

TRAN MAI DOAN THAO

MARKETING STRATEGY

TO IMPROVE THE CUSTOMERS’ LOYALTY OF

TRUNG THUY GROUP CORPORATION

MASTER PROJECT

MASTER IN BUSINESS & MARKETING

MANAGEMENT

Tutor’s Name: Dr. Ha Tran Minh Quan

Ho Chi Minh City

(2010)

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DECLARATION

I ensure that this thesis: "Marketing strategy to improve the customers’ loyalty

of Trung Thuy group corporation" is the work of my own research.

The data and information used in this thesis is true.

Author

Tran Mai Doan Thao

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ACKNOWLEDGMENTS

First, I must thank God for giving me the strength to complete this thesis. With Him all

things are possible. My thanks to the people who have helped me throughout this

Master program. Without their support, encouragement, and understanding, I would

never have achieved my final academic destination.

I wish to express my deepest respect and heartfelt thankfulness to my tutor – Dr. Ha

Tran Minh Quan - for their patience and encouragement. His consistent support and

guidance throughout my time were critical to the successful development and

completion of this thesis.

I also would like to express my deepest respect and heartfelt thankfulness to Solvay

Brussels School and Ho Chi Minh City Open University, Profesor Jean-Pierre BAEYENS

and the administrative staffs at ULB – Mr. Serge Bywalski and OU – Ms. Nguyen Thi

Mong Thuy for their generous help and encouragement during my master studies.

Special Thanks go to my parents who always encourage and support me. I am grateful

to them for their love, understanding, prayers and encouragements.

Finally, I would like to thank all my friends and colleagues for their support, assistance,

kind friendship and insight particularly. Without their help, the pursuit of master degree

would have been more difficult and lonely.

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Customer’s loyalty has always been a burning

issue in any business, so in my assessment, this

is a realistic and highly applicable topic but it

requires a lot of effort in the survey to find out

the customers’ information exactly.

And during the time to go together with her to

do this thesis, I realized that she tried to listen

carefully, receive ideas and try to complete a

thesis as best as she can.

Sincerely.

HCMC, 13 December 2010

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TABLE OF CONTENTS

Declaration ............................................................................................................ii

Acknowledgement ................................................................................................ iii

Tutor’s comments ................................................................................................. iv

Table of contents .................................................................................................... v

Abbreviation .........................................................................................................vii

List of tables and charts ...................................................................................... viii

Abstract .................................................................................................................. ix

PART 1: Introduction ................................................................................................ 1

I. The rise of TTG ................................................................................................... 1

II. Background of study............................................................................................ 4

III.Problem statement .............................................................................................. 5

IV. Purpose of the study........................................................................................... 6

PART 2: Literature review ....................................................................................... 7

I.Customer relationship management ...................................................................... 7

II.The relationship between loyalty and satisfaction ............................................. 12

PART 3: Methodology .............................................................................................. 14

I. Introduction ........................................................................................................ 14

II.Research objective ............................................................................................. 14

III.Method of research ........................................................................................... 14

IV.Analysis data .................................................................................................... 15