ABSTRACT
Vietnam is considered to be a potential market for foreign investors due to a gradually rising GDP and foreign direct investment. The Vietnam’s GDP in 2017 is forecast to reach 6.7 percent and remain stable annual growth rate six percent to 2020. Following that, retail is the highest growth industry, in particular, food and beverage industry and it still needs a long time to reach saturation point. Indeed, the number of coffee outlets is booming recently and so density in big cities such as Ho Chi Minh, Ha Noi, Da Nang. This promising industry attracted not only local but also foreigner investors.
In this sensitive competition market, customer loyalty program seems a great tool for business to remain a current customer and attract potential customer as well. In Vietnam, the majority of people often hold several customer loyalty cards from different organizations. However, does it really apply effectively to a business?
The purpose of this research is to identify the benefits that a customer loyalty program could bring to the customer as well as the operator by analyzing the case study of The Coffee House Vietnam. Base on qualitative research method, this study will explore the structure, implementation, and benefit of the loyalty program. Then the findings suggest a method in order to apply this program more effective in a company and recommendation for company future planning.

Keywords: customer loyalty program, Vietnam coffee industry, The Coffee House.

ABSTRACT
Vietnam is considered to be a potential market for foreign investors due to a gradually rising GDP and foreign direct investment. The Vietnam’s GDP in 2017 is forecast to reach 6.7 percent and remain stable annual growth rate six percent to 2020. Following that, retail is the highest growth industry, in particular, food and beverage industry and it still needs a long time to reach saturation point. Indeed, the number of coffee outlets is booming recently and so density in big cities such as Ho Chi Minh, Ha Noi, Da Nang. This promising industry attracted not only local but also foreigner investors.
In this sensitive competition market, customer loyalty program seems a great tool for business to remain a current customer and attract potential customer as well. In Vietnam, the majority of people often hold several customer loyalty cards from different organizations. However, does it really apply effectively to a business?
The purpose of this research is to identify the benefits that a customer loyalty program could bring to the customer as well as the operator by analyzing the case study of The Coffee House Vietnam. Base on qualitative research method, this study will explore the structure, implementation, and benefit of the loyalty program. Then the findings suggest a method in order to apply this program more effective in a company and recommendation for company future planning.

Keywords: customer loyalty program, Vietnam coffee industry, The Coffee House.

Books and Journals
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Dowling, R. & Uncles, M. 1997. Do Customer Loyalty Programs Really Work?. Sloan Management Review (38) 4: 71-82.
Gremler, D. D. & Brown S.W., 1996, “Service Loyalty: Its Nature, Importance”, and ‘Implications: in Advancing Service Quality: A Global Perspective’, International Service Quality Association, pp. 171-180.
Ha, S. (2007). How customer loyalty programs can influence relational marketing outcomes: Using customer-retailer identification to build relationships. Doctoral dissertation, The Ohio State University, Columbus.
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Websites
http://study.com/academy/lesson/customer-loyalty-program-definition-purpose-example.html
http://www.crmtrends.com/loyalty.html
http://blog.accessdevelopment.com/customer-loyalty-statistics-2016-edition
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http://www.thecoffeehouse.com/
http://rewards.thecoffeehouse.com/
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