Implementing customer-centricity into the ticket-booking industry : case company: Mia Trading Ltd,.
Dang, Thuy Chi (2019)
Dang, Thuy Chi
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019091618504
https://urn.fi/URN:NBN:fi:amk-2019091618504
Tiivistelmä
This thesis research the importance of the customer centricity in the ticket-booking industry and the case company is Mia Trading Ltd in Vietnam. The competition in the ticket-booking industry is tough with the appearance of Online Travel Agencies (OTA). As a result, it is vital for a ticket booking agency such as Mia Trading to take its advantage of customer care to win the market share.
The thesis provides information about the case company and the importance of customer centricity in today’s business. SWOT and Porter’s Five Force models are built to bring a comprehensive situation of Mia Trading.
After that, the thesis describes the method for developing customer centricity in the case of Mia Trading. The objective of this part is to make the visibility of customer-centric leadership and gain better insights into Mia Trading’s customer. In terms of research method, both quantitative and qualitative analysis are involved in the research process. A set three buyer personas and a detailed customer journey map are the results of the data collected from potential and existing customers of Mia Trading. By the end of the thesis, a customer-centric value proposition Canvas is developed to help reduce customers’ frustration and improve their travel experience with Mia Trading. Overall, the case company should endavour to create more promotion campaign, better customer loyalty program and more efficient customer support.
The thesis provides information about the case company and the importance of customer centricity in today’s business. SWOT and Porter’s Five Force models are built to bring a comprehensive situation of Mia Trading.
After that, the thesis describes the method for developing customer centricity in the case of Mia Trading. The objective of this part is to make the visibility of customer-centric leadership and gain better insights into Mia Trading’s customer. In terms of research method, both quantitative and qualitative analysis are involved in the research process. A set three buyer personas and a detailed customer journey map are the results of the data collected from potential and existing customers of Mia Trading. By the end of the thesis, a customer-centric value proposition Canvas is developed to help reduce customers’ frustration and improve their travel experience with Mia Trading. Overall, the case company should endavour to create more promotion campaign, better customer loyalty program and more efficient customer support.