Comparison of customer relationship management systems perceptions among container shipping companies in Vietnam and Taiwan

摘要

The goal of this study is to compare perceptions of customer relationship management (CRM) among Vietnamese and Taiwanese maritime transport service providers, and specifically container shipping companies. The study uses the t-test and factor analysis to analyze major differences in CRM usage between the shipping industries in Vietnam and Taiwan, and determines the perceived importance of CRM services employing Importance Performance Analysis. The study finds that perceptions of CRM are clearly different in the two countries due to their divergent socioeconomic backgrounds. Significant differences between the application of CRM by the shipping industries in the two countries existed in connection with four major factors (e-commerce marketing, interactive marketing, contact marketing, and customer service marketing). It is concluded that shipping companies should improve their computerized CRM systems in order to collect and analyze valuable marketing data from their customers, which will enable sales personnel and customer service staff to make appropriate decisions, improves service quality, and create greater value for customers in the highly competitive maritime transport business.