Poor customer relationship management a case study in Nhi Long JSC

Abstract

Nhi Long joint stock company (Nhi Long JSC.) is one of small companies in Vietnam. This firm is working in interior field, and now it has imported rugs from Turkey to distribute in Viet Nam market. About company history, Nhi Long JSC stemmed from a small business that first opened in 2005, working in gemstone painting industry, and was established officially in 2013. When it had become strong competition in paintings market, in 2013, director of Nhi Long Company decided to switch over to new products of rugs and carpets. In August 2013, the first container of rugs were imported from China by Nhi Long JSC. After selling Chinese rugs in one year, Nhi Long Company had got so many complaints from customers about rug quality. Through this problem, Nhi Long director realized that although partner of Nhi Long company at that time was a biggest factory which produced rugs in China, Chinese rugs were not high quality products as he expected because of producing technology of Chinese itself. So, director of this company tried to find more new suppliers who had better quality products to solve complaint from his customers. In May 2015, after nearly two years observing and researching, he chose to cooperate with two factories in Europe- Turkey and Belgium country. With higher modern technology and famous experience in producing rugs over the world, these partners could provide quality rugs for Vietnamese customers. Customers’ satisfaction was improved when they can buy Turkey rugs with high quality and suitable prices. Moreover, the sales revenues of this company also improve significantly.