| Author | Pham Chi Trung |
| Note | A project submitted in partial fulfillment of the requirements for the
degree of Master of Business Administration (Executive) in
International Business – Management of Technology (VN), School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | Some of the literature showed that loyalty of distributor plays an important role of the
business of manufacturer in many industries. This paper studies why the turnover rate of
distributors who signed the distributor contract with Vinh Tuong reduced by 10% in 2015
comparing with the one in 2014. Survey questionnaire was sent individually to 20 sales staff
of Vinh Tuong and to 20 big distributors (tier1). Besides that 5 biggest distributors were
interviewed to find out the causes that affect to their loyalty. This research identifies that
there is a room for improving the loyalty by applying more programs to bring more benefit
to distributor tier 1 such as:
Faster service
Coaching, training and consulting customer
Membership benefit program
Expanding the market for customers.
Also the company needs to review and evaluate the above mentioned programs that we have
been applying to the distribution system in order to use the effective ones.
Moreover, I myself will recommend the solutions for the company in short-term, mediumterm
as well as long term. |
| Year | 2015 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Chairperson(s) | Winai Wongsurawat;Igel, Barbara |
| Examination Committee(s) | Zimmermann, Willi;Supasith Chonglerttham |