Comparative Differences of Customer Relationship Management Between Vietnamese and Taiwanese Container Shipping Companies

Abstract

The goal of this study is to compare the CRM perception of the Vietnamese and Taiwanese maritime transport service providers focused on container shipping company. The study analyzes the major CRM differences between the industries of Vietnam and Taiwan based on T-test and Factor analysis, and identifies the CRM service by IPA. Main findings are that perceptions of CRM are different obviously in the two countries due to various social-economic backgrounds. Major four factors (including E-commerce marketing, interactive marketing, contact marketing and customer service marketing) significant differences between the application of CRM by the shipping industries. Shipping company should therefore reinforce their computerized CRM systems in order to collect and analyze valuable marketing data from their customers. This can enable sales personnel and customer service staff to make appropriate decisions, improves service quality, and create greater value for customers in the highly competitive shipping business.