TAILIEUCHUNG - The empirical study about E-CRM: A case study of Vietnam airlines

Customer relationship management is now the tools and strategies for airlines to increase service quality and customer satisfaction which in turn gain customer loyalty on the age of IT. The objective of the present study is to analyze the effect of electronic customer relationship management (e-CRM) on customer’s loyalty in Vietnam Airlines (VNA). | ISSN 1859-1531 - THE UNIVERSITY OF DANANG, JOURNAL OF SCIENCE AND TECHNOLOGY, NO. 6(127).2018 51 THE EMPIRICAL STUDY ABOUT E-CRM: A CASE STUDY OF VIETNAM AIRLINES Nguyen Thi Khanh Chi Foreign Trade University, Ha Noi; chintk@ Abstract - Customer relationship management is now the tools and strategies for airlines to increase service quality and customer satisfaction which in turn gain customer loyalty on the age of IT. The objective of the present study is to analyze the effect of electronic customer relationship management (e-CRM) on customer’s loyalty in Vietnam Airlines (VNA). Research methodologies used in this paper are qualitative and quantitative methods. Qualitative method is expert interview conducted by questionnaires from 5 key managers to examine the e-CRM features and factors affecting customer loyalty from e-CRM. Quantitative method is qualified by a survey given to 401 customers randomly selected. Data is collected and examined by CFA and SEM through AMOS . The results of the study show that loyalty is significantly and positively affected by the largest determinant Service quality, followed by e-CRM features and Customer satisfaction. Key words - e-CRM; service quality; customer satisfaction; loyalty; Vietnam Airlines 1. Introduction E-CRM is Electronic Customer Relationship Management and is defined in different ways by many scholars, administrators and researchers to help businesses attract more customers and attend customer loyalty. From a technological perspective, e-CRM is a technology that is used to create value when defining, implementing, integrating, and concentrating on the business capabilities, based on customers’ need. The aim of e-CRM is to create customer value in the long run to segment existing customers and improve customer profitability through the use of software and the internet (Blery and Michalakopoulos, 2006; Starkey and Woodcok, 2002; Xu et al., 2002; Frow and Payne, 2004). From a strategic perspective, .

• Quản trị kinh doanh
• E CRM features
• Service quality
• Customer satisfaction
• Vietnam Airlines
• Statistical procedures
• The SEM analysis result