Nghiên cứu marketing quan hệ của các doanh nghiệp Việt Nam hiện nay

Pham Viln Hanh vd Dig Tap chi KHOA HOC & CONG NGHE 152(07 I) 103- 106

NGHIEN Ciru MARKETING QUAN HE

CUA CAC DOANH NGHIEP VIET NAM HIEN NAY

Pham Van Hanh', Nguvin Mmh Hue, Nong Thi Dung

Truong {la, hoc K,nh :i & 0„an m lanh daaa'h - DH Thd, 'xgayin

TOM TAT

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DATVANDE

Marketing quan he nhan duoc nhiiu su quan

tam ctia nghuSn cuu thuoc linh vuc marketing

Viec tao lap mot quan he vol khach hang gop

phan tao su tin tuong cho ho de ho ttip tuc

mua hang ctia cong ty Day duoc coi la mot

chien luoc quan ly m6i quan he vtji khich

hang duoc thiet ki ii ihiic diiy mil lien kit

chill che, lau dai giSa khach hang va mot

thuong hieu Muc tieu ctia marketing qtian he

chinh la viec khach hiing tiip tuc mua hang,

hoac truyen mieng toi nhung nguoi khde hoiic

di; thu thap thong tin tir ho Cac nghien ctiu

truiic day chi ra ba yiu 16 dmh hinh

marketing quan he (Sheth & Parvalivar.

2000) Yeu lli thd nh.it lien quan ttil cac hoat

tiling gan ket qua cac giai doan ctia chu ky

quan he va tir do nhan thSy cac m6i quan li'e

la nhirng qua Irinh sinh dong phat triin theo

thoi gtan va qua nhung giai doan nhat dinh

So hrong giai doan va thuat ngir duoc su duna

khac nhau giira cac nha nghien ciru, Yeu ti

thir hai hen quan tot pham vi va chd dich ciia

cic boat dong marketing quan he Yiu tii cuii

cung lien quan toi lot ich thu dtroc cua cae

hen doi vol marketing quan he

Marketing quan he khac biet vol each thtrc

tiep can tnivin thing o cho ciich tiip can

/,•/ ims 9s:2Js

trujen thong tap trung vao tang si luong ban

hang ca nhan. Theo cich tiip can Iruyin

thong, mot khach hing cd th.: b| thuyit phuc

chon mot thuong hieu mot lin nhung khong

CO mot chiin luge marketing quan he chiit

che, khach hing cti thi khong quay lat mua

thuong hieu do trong tuong lai.

Marketing quan he giiip cho cac doanh nghiep

net kiem chi phi lien quan toi viec thu hiit

khich hang mm Theo thing ke, chi phi di

thu hil mot khich hang moi gip 5 lin giU

mot khach hing cii Khi khich hang hai long

vol doanh nghiep hp sc tuyen truyin Kji cic

khach hang khic va tiip luc mua hing cua

cong ly, Mac dii marketing quan he co nhiiu

uu diem nhu vav nhung chua co nghien ciru

nao dinh gia ve van di niv cda cic doanh

nghiep Viet Nam Nghien cuu nav di sau tim

hteu vin de quan he khich himg cua cic cong

ty 6 Viet Nam tren cac mat long tm cila

khach hing, cam kit cila doanh nghiep, ldng

trung thanh cua khach hang Die biet nghien

ciru nay nghien cdu vin di long tin cua khach

hing doi VOI hing noi va hing ngoai di cd cii

nhin hoin chinh ve hinh vi lua chon hing hda

cua khach hing

CO SO LY LL.AN

iMarkelingquan he

Marketing quan hi:

mdi q

not mat cua vice quan

an hi khach hang tap Uung vao long

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