Abstract

The study aims to highlight the problem of the formation and development of CRM system at BIGC. Research topic on documents and CRM system and analyze the formation and development of CRM to see how CRM changes over time. BIGC supermarket needs to identify customers as the most important factor and the key of BIGC. On the issue of customer satisfaction must be carried out throughout the process to strengthen the customer relationship with BIGC. In fact, Vietnam is considered as the potential of the retail market, so the big corporations have chosen Vietnam as the market. Improve the quality of facilities, improve the ability to satisfy customers and innovate the quality of goods. Retail business management needs to identify the factors affecting the business that customers perceive and evaluate. The purpose of this study is to explore the factors constituting service quality and its influence. From there, give policy suggestions to help the supermarket system increasingly have a competitive position in the retail market in Vietnam.