C chain convenience store’s customer loyalty improvement

Abstract

Nowadays, Vietnam becomes one of the most dynamic emerging countries in Asia. The development of Vietnam’s economic creates the fierce competitive market for the domestic and foreign investors. In the competitive market, customer loyalty is considered as the key to success in business and the most important determinant for sustainable development of organization. After analyzing the annual reports and customer surveys, C chain of convenience store (in short, it would be called C chain in this thesis) realized that the customer loyalty of C chain is very low compared to previous years and their competitors. It can be considered the threat for the sustainable development of C chain. From the analyzing of previous research’s results, conducting qualitative and quantitative research, the thesis found two main potential causes of C chain’s low customer loyalty: the lack of cooperation between regional managers and store managers and the lack of effective training program. These factors affect significantly to the customer satisfaction, the quality of customer service, finance, brand image and oriented development of the organization. Because of these serious consequences, the exploring of solution for these problems is necessary. The solutions are discussed in detail in the thesis along with some recommendations for the company to improve the cooperation between managers and the quality of training program at C chain. Besides that, the cost and benefits of these solutions are considered carefully in this thesis in order to exploring the effective problem solving methods.