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Author: Nguyen Thi Thao
Nguyen Thi Thao
Thesis Title: A Case Study of Customer Loyalty Program on the Coffee Chain in Vietnam
A Case Study of Customer Loyalty Program on the Coffee Chain in Vietnam
Advisor: 劉代洋
Day-Yang Liu
Committee: Chun-Nan Chen
Chun-Nan Chen
Shin-Ping Lee
Shin-Ping Lee
Degree: 碩士
Master
Department: 管理學院 - 管理學院MBA
School of Management International (MBA)
Thesis Publication Year: 2017
Graduation Academic Year: 106
Language: 英文
Pages: 62
Keywords (in Chinese): Customer loyaltyCustomer loyalty programVietnam Coffee IndustryThe Coffee House
Keywords (in other languages): Customer loyalty, Customer loyalty program, Vietnam Coffee Industry, The Coffee House
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  • 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.

    TABLE OF CONTENT ABSTRACT i ACKNOWLEGDEMENT ii TABLE OF CONTENT iii LIST OF FIGURES v LIST OF TABLE vi CHAPTER I 1 INTRODUCTION 1 1.1. Research motivation and background 1 1.2. Research objectives Error! Bookmark not defined. 1.3. Research content and flowchart 3 1.4. Limitation 5 CHAPTER II 6 LITERATURE REVIEW 6 2.1. Customer loyalty 6 2.2. Customer Relationship Management (CRM) 7 2.3. Customer loyalty program 8 CHAPTER III 16 RESEARCH METHODOLOGY 16 3.1. Research Design 16 3.2. Case interview: 17 CHAPTER IV 19 INDUSTRY ANALYSIS AND COMPANY INTRODUCTION 19 4.1. Industry analysis 19 4.2. Company introduction 26 CHAPTER V 36 CASE ANALYSIS 36 5.1. The Coffee House Rewards program Introduction 36 5.2. Development of TCHR program 38 5.3. Pursued benefits 42 5.4. Challenges 44 5.5. Future planning 45 CHAPTER VI 47 CONCLUSION AND RECOMMENDATION 47 6.1. Conclusion 47 6.2. Recommendation 48 REFERENCES 51

    Books and Journals
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    Reichheld, Markey and Hopton (2000) "The Loyalty Effect – the relationship between loyalty and profits”, European Business Journal 12(3).
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    Websites
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