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研究生: 梅文甲
研究生(外文): Mai Van Giap
論文名稱: Customer Relationship Management (CRM) Software Implementation: A study on Agribank Hanoi, Viet Nam
論文名稱(外文): Customer Relationship Management (CRM) Software Implementation: A study on Agribank Hanoi, Viet Nam
指導教授: 唐國銘
學位類別: 碩士
校院名稱: 樹德科技大學
系所名稱: 資訊管理系碩士班
論文出版年: 100
畢業學年度: 99
語文別: 英文
論文頁數: 85
中文關鍵詞: CRMbanking industryCRM implementation
外文關鍵詞: CRMbanking industryCRM implementation
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  • 被引用:0
  • 點閱:13
  • 評分:*****
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Currently in Vietnam, the number of enterprises applying customer relation management (CRM) software is low and without much strategic outlook for their systems. As a result, the application of CRM is facing difficulties without considerable benefits. Particularly the concept of CRM software in banking sector is still at its initial stage with limited understanding of its importance.
This Paper aims to examine the level of CRM application in one of the biggest banks in Vietnam - Vietnam Bank for Agriculture and Rural Development, Hoan Kiem (Agribank Ha Noi), its achievements thanks to the initial use of CRM software over the past few years, analyze the limitations and obstacles that the Bank is facing in its application of the software, and propose solutions to better utilize CRM software as an integral part of increasing performance of the Bank.

Currently in Vietnam, the number of enterprises applying customer relation management (CRM) software is low and without much strategic outlook for their systems. As a result, the application of CRM is facing difficulties without considerable benefits. Particularly the concept of CRM software in banking sector is still at its initial stage with limited understanding of its importance.
This Paper aims to examine the level of CRM application in one of the biggest banks in Vietnam - Vietnam Bank for Agriculture and Rural Development, Hoan Kiem (Agribank Ha Noi), its achievements thanks to the initial use of CRM software over the past few years, analyze the limitations and obstacles that the Bank is facing in its application of the software, and propose solutions to better utilize CRM software as an integral part of increasing performance of the Bank.

ABSTRACT  i
ACKNOWLEDGEMENTS  ii
TABLE OF CONTENTS  iii
LIST OF TABLES  v
LIST OF FIGURES  vi
1.1 Research Background  1
1.2 Research Motivation  2
1.3 Research Purpose  3
1.4 Research Questions  4
1.5 Research Procedure  5
Chapter 2 Literature Review  6
2.1 History and Evolution of CRM  6
2.2 Concept of CRM  6
2.3 Overview of CRM Software and Its Functions  10
2.4 Overview of The CRM Software Usage in Vietnam  13
2.5 Status of CRM Software Usage in Agribank Ha Noi  16
Chapter 3 Research Methodology  17
3.1. The Case of Agribank Ha Noi, Vietnam  17
3.1.1 Overview of Agribank Ha Noi  17
3.1.2 Reasons of applying CRM software in Agribank Ha Noi, Vietnam  17
3.2 Research Design  18
3.2.1 Research approach  18
3.2.2 Interviews and questionnaires  19
3.2.3 Interview questions design  20
3.2.4 Questionnaire design  24
3.3 Data Collection  26
3.4 Methodology of Data Analysis  27
Chapter 4 Research Results  29
4.1 Summary of the Agribank Ha Noi Organization Structure  29
4.2 Current Procedure of Customer Relationship Management in Agribank Ha Noi before Applying CRM Software  31
4.2.1 Divisions involving customer relationship management  31
4.2.2 Customer data management  32
4.2.3 Customer data usage  32
4.3 The Analysis of Customer Relationship Management Activities of Agribank Ha Noi before Applying CRM System  33
4.3.1 Strengths  33
4.3.2 Weakness  33
4.3.3 Opportunities  37
4.3.4 Threats  37
4.4 Process of Deploying CRM System  38
4.5 Benefits and Implications after Deploying CRM System  41
4.5.1 Benefits  42
4.5.2 Implications  47
4.6 Make an Overall Evaluation on Deploying CRM System  48
4.6.1 Improved operational efficiency  49
4.6.2 Enhancing marketing campaign management  50
4.6.3 Cost effectiveness  50
4.6.4 Strengthening customer satisfaction  51
Chapter 5 Conclusion  56
5.1 Finding and Contribution  56
5.1.1 Practical difficulties  56
5.1.2 The crucial role of human being factor  57
5.1.3 The challenge of post-implementation of CRM software/system  57
5.2 Implications  58
5.2.1 Implications for the Bank  58
5.2.2 Academic implications  60
5.2.3 Managerial implications  61
5.3 Limitation  62
REFERRENCES  64
APPENDICES  66

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