Tài liệu Ass2 internet marketing tieng anh

Contents Introduce About FPT University:..........................................................................2 Task 3.1: Conduct secondary market research to evaluate the e-CRM system of your company and your competitors.................................................................3 Task 3.2: Design an online survey with your customers to understand their expectation and identify the effectiveness of the current e-CRM system of your e-Shop..............................................................................................................3 Task 3.3: Demonstrate the use of electronic customer relationship marketing in better developing and managing customer relationship and loyalty............14 Introduce About FPT University: - On 08/09/2006, the Government had decided to No. 208/2006 / QD-TTg officially granted permission to establish FPT Private University. FPT University's mission is building the model of a new generation of universities, with modern educational philosophy, associated training with practical life and human needs of the country, contributing to bring Vietnam's education vision advanced countries in the world. - The difference of FPT University compared to other universities is training in the form of affiliate programs with International University of Greenwich. University of Greenwich was built in 1890, with nearly 120 years of history. The university consists of three campuses in London and numerous affiliates and affiliate programs in many countries worldwide, including the FPT University, Vietnam. Our students are learning and practice in an environment of modern facilities with expert trainers and experienced. Thus they have the opportunity to develop both professionally qualified and practical experienced.  Definition of E-CRM - Electronic customer relationship management (e-CRM) involves the integration of Web channels into the overall enterprise CRM strategy with the goal of driving consistency within all channels relative to sales, customer service and support (CSS) and marketing initiatives. It can support a seamless customer experience and maximize customer satisfaction, customer loyalty and revenue.  Statement of problem: - To survive and grow in the competitive education environment and worldwide as today, the universities must capture the factors affecting the quality of training as well as the satisfaction of the students. From there, can draw out the right solutions to further enhance the training quality and customer satisfaction is the students. It is also the goal of the research project: "Survey Of Student Satisfaction Level At FAI University". Task 3.1: Conduct secondary market research to evaluate the e-CRM system of your company and your competitors  Definition of SERVQUAL Model: - SERVQUAL is a model used to manage quality of service, is Zeithaml, Parasuraman & Berry developed in the mid-1980s to measure the quality of service segment. After several adjustments, 1988 Parasuraman has introduced SERVQUAL. SERVQUAL include five elements: reliability, assurance, tangibles, empathy and responsiveness and is therefore - abbreviated to as RATER. Reliability: the ability to perform appropriate service and accurate with what commitment, - promise. Responsiveness: the desired level and ready to serve clients promptly. Assurance: the knowledge and expertise of staff, the ability to make customers trust. Empathy: expressed the concern of staff to customers. Tangibility: the external expression of the facilities as equipment, information tools. Task 3.2: Design an online survey with your customers to understand their expectation and identify the effectiveness of the current e-CRM system of your e-Shop  Sample Size and Method: - Quantitative research was conducted on 50 subjects were students Universities FAI. After several revisions, the final questionnaire was constructed and put on the quantitative survey. - Time Sampling: from 19.11.2015 - 21.11.2015 Scope of research: The study conducted surveys of student satisfaction with training - activities at universities FAI Type of design research: This study was designed primarily in the form of quantitative research through questionnaires to collect information. - Tools for data collection and data analysis: Using survey website https://docs.google.com - to students through the Internet and in combination with data analysis using Excel. Link to survey: https://docs.google.com/forms/d/1lIxCOhNjdQK36QgpN2h8eOeXsWpts2hS7HI3bBQDWv Q/viewform  The select process research sample: - To achieve the proposed sample size of 50 sample, then the 65 surveys were sent randomly through Gmail to all the students in the universities of FAI, to have the results of 50 samples - collected were valid and 15 invalid samples. In addition, in order to evaluate the level of satisfaction of students with educational services, we evaluate each criterion on a scale Likert 5, with level 1 being very dissatisfied and with level 5 being very satisfied. Because Likert 5 very easy to draw the conclusion, report, results and the graph from the results of feedback. Moreover, because Likert scale using a scale, people are not forced to make comments instead it allowed the respondents could choose medium (hold neutral opinion) the issues raised. Once all the responses have been received, we are very easy to analyze them.  After collecting 50 samples of student assessment. I will carry out the following steps: - Step 1: Put data into Excel. - Step 2: Using COUNTIF, one of the statistical functions, to count the number of meets a - criterion. Step 3: Calculate % and draw chart Step 4: Calculate Mean of each question  Finding:. Male (Nam ) Female 28 56% ( Nữ ) 22 44% Gender Male (Nam ) Female ( Nữ ) 44.00% 56.00%   Comment: The results of this survey show: Male rate accounted for 56% the equivalent of 28 people in a total of 50 people. Female rate accounted for 44% the equivalent of 22 people in a total of 50 people. This shows that the proportion of men and women fairly evenly contribute to improving the reliability of this survey. Course 4 (Khóa 4) Course 3 (Khóa 3) 0 5 3 0% 10% Course 2 (Khóa 2) 0 60% Course 1 (Khóa 1) 15 30% Course 10.00% 30.00% Course 4 (Khóa 4) Course 3 (Khóa 3) Course 2 (Khóa 2) Course 1 (Khóa 1) 60.00%   Comment: About the course of student: Course 2 is highest, accounting for 60% of the total sample. No. 2 is the students of course 1, accounting for 16.7% of the total sample. The rest are Course 3 and 4 accounted for 10% and 0% of the total sample. Explain the distribution is uneven because this survey was conducted random sampling method. In addition, the student course 3, 4 is the new student of the FAI University should be very difficult to approach the object of this survey and despite using online surveys over the Internet but the response rate not high. But this will not affect too much to this survey because the students course 3, 4 new admissions should be no accurate assessment of the quality of educational services. Question 1 The number of sample survey, choose the answer % Mean Very Dissatisfied 1 2% 3.72 Dissatisfaction 4 8% Normal 14 28% Satisfaction 20 40% Very Satisfied 11 22% TANGIBLE: The Facilities Of The University To Meet The Needs Of Students (Classrooms, The Device Supports In The Process Of Learning) 25 20 20 15 14 The number of sample survey, choose11the answer 10 5 4 1 0 Very Dissatisfied Dissatisfaction Normal Satisfaction Very Satisfied  Comment: - Through the chart we can see the levels of satisfaction of students with regard to the facilities of the school are very high. And had 45 people in a total of 50 people have selected results from Normal to Very Satisfied, in that level of Satisfaction was 20 people selected, accounting for 40% and the mean of this question is 3.72, meaning the university was very - interested in the facilities bring satisfaction to the students. Also, equipment for learning plays a very important role in the training activities of the University. Classrooms with modern equipment will help teachers adopt new teaching methods and to attract learners. So the students satisfied with the facilities of universities contribute to improving the quality of learning in particular and improve image quality of the University in general. And can affirm, good facilities are strength of the FAI University compared to other University. Question2 The number of sample survey, choose the answer % Mean Very Dissatisfied 3 6% 3.7 Dissatisfaction 4 8% Normal 11 22% Satisfaction 19 38% Very Satisfied 13 26% RELIABILITY: Do You Satisfied About Reliability Of FAI University 20 19 18 16 14 13 12 11 The number of sample survey, choose the answer 10 8 6 4 4 3 2 0 Very Dissatisfied Dissatisfaction Normal Satisfaction Very Satisfied  Comment: - Through the chart we can see the level of satisfaction of students with regard to this question is very satisfied when Mean = 26 and level from Normal to Very Satisfied had 43 people selected in a total of 50 people and accounting for 38% with regard to the level of Satisfaction and 26% with regard to the level of Very satisfied which means that the reliability of the FAI university receive very high satisfaction of students. This shows that the promises of the University about the benefits that the students will receive when learn at this University, the University has always been done. Thus, the students satisfied about reliability of FAI University contributed motivate students to learn and build belief of students for the University. Question 3 The number of sample survey, choose the answer Very Dissatisfied 12 Dissatisfaction 12 Normal 14 Satisfaction 9 Very Satisfied 3 % Mean 24% 2.58 24% 28% 18% 6% EMPATHY: The Level Empathy Of The FAI University With Students 16 14 14 12 12 12 10 9 8 The number of sample survey, choose the answer 6 4 3 2 0 Very Dissatisfied Dissatisfaction Normal Satisfaction Very Satisfied  Comment: - Results of the chart show the student is not satisfied for this question. When Mean = 2.58 and the level from Normal to Very Dissatisfied have 38 people select this results in a total of 50 people and accounting for 24% with regard to the level of Very Dissatisfied and 24% with regard to the level of Dissatisfaction which means the FAI University with students have not really good. Besides, the students were not satisfied could be because the University is not paying attention and care about the needs of students. Therefore, to improve the quality of education, the University should have reasonable solutions to resolve this issue. Question 4 The number of sample survey, choose the answer Mean Very Dissatisfied 2 4% Dissatisfaction 10 20% Normal 21 42% Satisfaction 12 24% Very Satisfied 5 10% 3.16 ASSURANCE: Your Evaluation About The Qualification Of Lectures And Other Staff Of the FAI University 25 21 20 15 12 10 10 The number of sample survey, choose the answer 5 5 2 0  Comment: Very Dissatisfied Dissatisfaction Normal Satisfaction Very Satisfied - Results of the chart show Student satisfaction is not really high for this question. People choose answers Normal accounting for 21 samples out of 50 samples and accounting for 42% (mean = 3.14), a relatively good ratio shows that lecturers and other staff are great people, highly qualified, skilled, they are people with deep knowledge in their field of teaching to be able to provide students with knowledge accurately and convincing. But, student satisfaction for this question is still not high so other staff especially teachers need solutions to improve student satisfaction Question 5 The number of sample survey, choose the answer Very Dissatisfied 9 Dissatisfaction 17 Normal 11 Satisfaction 9 Very Satisfied 4 Mean 18% 2.64 34% 22% 18% 8% RESPONSINESS: Do You Satisfied About The Service Support And Solved The Requirements For Students of FAI University 18 17 16 14 12 10 11 9 9 8 The number of sample survey, choose the answer 6 4 4 2 0 Very Dissatisfied Dissatisfaction Normal Satisfaction Very Satisfied  Comment: - Results of the chart show Mean = 2.64 is the questions have the lowest average ratio in 5 question survey. Beside, the level from Very Dissatisfied to Normal have 37 people select this results in a total of 50 people and especially the number of people choosing the level dissatisfaction are 17 people accounted for 34% which means students do not feel satisfied about the service support and solved the requirements for students of FAI University. Therefore, understanding the expectations of students is essential to improve the level       response of the university. To convenient for comment, we conventions mean for the level of satisfaction as follows: 1.00 = Very Dissatisfied 1.01 ≤ 2.00 Dissatisfaction 2.01 ≤ 3.00 Normal 3.01 ≤ 4.00 Satisfaction 4.01 ≤ 5.00 Very Satisfied Mean 3.72 3.7 2.58 3.16 2.64 Question 1 Question 2 Question 3 Question 4 Question 5 Mean 4 3.72 3.7 3.5 3 2.64 2.58 2.5 Mean 2 1.5 1 0.5 0 Question 1 Question 2 Question 3 3.16 4 Question Question 5  Comment: - Results of the chart show: - Question 1 and 2 are questions that have the highest average rate Mean = 3.72 and Mean = - 3.7 which means students feel satisfied for 2 questions. Question 4 have the average rate for the second high when Mean = 3.16 but this rate at the - level Normal shows that the majority of students have intermediate reviews. Question 3 and 5 are the questions have the lowest average rate when Mean = 2.58 and Mean = 2.64 which means students feel dissatisfied for 2 questions.  Conclude: - Through analysis of the results of a survey of student satisfaction with regard to training activities at the FAI University, we see the students have high satisfaction for the facilities and the reliability of the University. In addition, other factors such as Empathy, Assurance and Responsiveness yet to be students appreciate. Therefore, the University needs fix, adjust to the training activities of the FAI University increasingly more complete, meet the needs of students Task 3.3: Demonstrate the use of electronic customer relationship marketing in better developing and managing customer relationship and loyalty  Recommendation and Solution:  For EMPATHY: The Level Empathy Of The FAI University With Students - The University needs to understand the expectations, the feelings of students to meet effectively the level of student satisfaction. And understanding the aspirations of students make the University easily adjust and overcome the mismatch factor in a positive direction. From that help improve and enhance the quality of training and the rebranding of the - University. To achieve this, the University needs to periodically obtain the opinion of the student feedback, find out the expectations to meet a most efficient way. In adition, activities obtain the opinion of the student not only gives students a belief in the quality of training and service of the University but also increasing the satisfaction of students because they feel themselves to be focused, be concerned and contribute to the success of the school.  For ASSURANCE: Your Evaluation About The Qualification Of Lectures And Other Staff Of the FAI University - Improving the quality of teaching staff by creating favorable conditions for teachers have the opportunity to study, research and foreign expertise. Encourage and support teachers to - attend workshops specialized courses so that teachers are exposed, exchange new knowledge. Creating the best conditions for the students to acquire new knowledge in a convenient .To increase the satisfaction of students, teachers need to change teaching methods to suit the nature and objectives of each subject. Instead of using presentations to impart knowledge to students, teachers can use other methods (such as group work) to guide, inspire and to lead students to new knowledge. In this case the teacher is the instructor to create habits for students to learn, self-study problems. In applying this approach, it will create the skills necessary for students: self-learning, group work skills...  For RESPONSINESS: Do You Satisfied About The Service Support And Solved The - Requirements For Students of FAI University To meet the requirements and enhance satisfaction of students. The University need to have solutions to solve quickly and meet the requirements of students. To accomplish this: The University need to build Student Management Department in the school: this Department will professionally responsible job reviews and quality tracking, monitoring and evaluation of the quality of teaching, students gather opinions about the training activities of the - University, informed all the activities for the University to solve. Some common requirements of students that distribution rates between theory and practice in the training program. Want to improve quality, create programs to suit learners' requirements, meet the expectations and requirements of students. So university should design a reasonable - balance between the amount of theory and practice in the training program. In addition, the majority of student psychological not career-oriented and very scared after graduation without a job. Therefore, university need to learn, respond promptly and offer solutions to solve this problem. To accomplish this, the university should organize vocational sessions, invited experts in the industry to interact and answer questions for students. Besides, to solve the employment problem after graduates, the university needs to build close relationships with outside companies, creating opportunity for students sightseeing, internships and exposure to the real environment. This relationship also helps to understand the labor needs of companies to university design appropriate programs to meet the requirements of students.  - Limitation: Feedback when performing online survey is not high. Difficulty when not using the feature on Google.doc In addition, the survey sample is too little so can't assess the problem and the calculation is  also difficult when there are many samples invalid. REFERENCE: Hỗ Trợ SPSS, (2014). mô hình servqual Archives - Hỗ Trợ SPSS. [online] Available at: http://phantichspss.com/tag/mo-hinh-servqual [Accessed 1 Dec. 2015]. Vahl, A, (2013). E-CRM Strategy - Smart Insights Digital Marketing Advice. [online] Available at: http://www.smartinsights.com/customer-relationship-management/e-crm-strategy/ [Accessed 1 Dec. 2015]. Veiga, R, (2014). Internet Marketing Questionnaire. [online] https://www.websurveymaster.com/Internet-Marketing-Questionnaire-12015]. Available [Accessed 1 at: Dec.