INFORMATION ABOUT THE MASTER'S THESIS
1. Student's full name: Bui Duc Trung Hieu
2. Gender: Male
3. Date of birth: July 24, 1998
4. Place of birth: Hai Phong
5. Decision No. 5626/QD-XHNV dated December 29, 2023, of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi, recognizing the student.
6. Changes in the training process:
Extending the training period according to Decision No. 9028/QD-XHNV dated December 23, 2025, of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
7. Thesis Title: Customer Relationship Management in 5-Star Hotels in Hanoi
8. Major: Tourism; Code: 8810101.01
9. Scientific supervisor: Assoc. Prof. Dr. Dang Thi Phuong Anh, Institute of Policy, Innovation and Interdisciplinary Science, Faculty of Social Sciences and Humanities, Vietnam National University, Hanoi.
10. Summary of the thesis results:
This thesis studies customer relationship management (CRM) in 5-star hotels in Hanoi. The objective is to identify and measure these factors using both qualitative and quantitative research methods. Theoretically, the thesis systematizes fundamental concepts and theories such as CRM (Buttle, 2009), customer loyalty (Oliver, 1997), the SERQUAL model (Kumar et al, 2009), and the loyalty pyramid model (David A. Aaker, 1991). The author also proposes a research model suitable for the CRM context of 5-star hotels in Hanoi.
Qualitative research, conducted through participatory observation and in-depth interviews at two case studies, Sofitel Legend Metropole Hanoi and Apricot Hotel Hanoi, revealed significant differences in CRM operational models between international and domestic brands. At Sofitel Legend Metropole Hanoi, CRM operations are rigorously standardized according to international standards such as LQA and Forbes Travel Guide, with meticulous attention to detail, including remembering sleeping positions, guest habits, and preferred food and drinks. In contrast, Apricot Hanoi demonstrates its strength in flexibility, utilizing sincerity and authentic Vietnamese service, leveraging Vietnamese hospitality to create personalized experiences without relying too heavily on sometimes rigid processes. Interview results also indicate that the human element is the key factor in maintaining a competitive advantage for both hotels.
Quantitative research was conducted through guest surveys to measure customer satisfaction and intention to return. The results showed a very high percentage of customers (especially Sofitel Legend Metropole Hanoi's membership group) giving positive feedback on the value of services received compared to the cost incurred, with over 80% of customers rating "Agree" and "Strongly Agree". Survey data demonstrates that being recognized as a regular customer and the quick, intelligent problem-solving process of staff are the strongest factors impacting customer satisfaction at both Sofitel Legend Metropole Hanoi and Apricot Hanoi. Simultaneously, the study also indicates that once a sufficient level of satisfaction is achieved, customers are willing to become loyal customers, driven by the positive emotions they have experienced.
Based on the research findings from the two institutions, this thesis has drawn empirical lessons on the application of technology and customer data management. For international brand hotels, the lesson learned is the need to reduce the rigidity of processes to increase employee creativity in service delivery. Furthermore, international brand hotels should also incorporate experiences more tailored to local guests, as well as promote local culture more to international visitors. For domestic hotels like Apricot Hanoi, the empirical study proposes joining hotel chains to share customer data, thereby overcoming the limitations of a single, one-way information system. Finally, the thesis emphasizes that standardizing the CRM process into measurable behavioral indicators is a crucial solution to enhance the professionalism and long-term management efficiency of 5-star hotels in Hanoi.
11. Practical applications:
The research results provide a systematic theoretical framework and empirical model that helps Sofitel Legend Metropole Hanoi and Apricot Hotel clearly identify the core issues remaining in their current customer relationship management (CRM) processes. Through the analysis of the three core pillars of CRM—Technology, Processes, and People—the thesis shows how each element directly impacts customer satisfaction and loyalty at each hotel. For Sofitel Legend Metropole Hanoi, the model helps optimize personalization based on global data, while for Apricot Hanoi, the research suggests leveraging artistic spaces and Vietnamese hospitality to compensate for technological gaps. This provides a scientific foundation for the management of both hotels to review and adjust operational standards, restructure data systems, improve the quality of their staff, and thereby enhance the effectiveness of identifying and serving target customers more accurately.
This thesis serves as a valuable reference for students, graduate students, and researchers interested in the field of luxury hotel management in Vietnam. By combining classic theoretical models such as Payne & Frow's and SERVQUAL with real-world data from the Hanoi market, this study provides a comprehensive view of the intersection between international service standards and local cultural identity. The document not only systematizes in-depth concepts of CRM and how CRM impacts satisfaction and loyalty, but also specifically illustrates a multi-dimensional approach to data comparison between service providers and service recipients. The research promises to be a useful academic resource, supporting teaching and the development of further research topics on experience economics and strategic management in the hotel industry.
Beyond the scope of the two case studies, this thesis offers strategic suggestions for 5-star hotel managers in building and continuously improving their CRM systems. The research emphasizes that CRM is not a short-term technology project or process but a continuous improvement cycle, starting from understanding data to empowering frontline personnel to directly implement CRM and create emotionally engaging touchpoints. Managers can apply the thesis's model to establish performance metrics for their CRM strategy, thereby periodically assessing changes in the expectations of affluent customers. Recommendations on integrating AI technology into data management and incorporating local culture into services will help hospitality businesses continuously innovate, adapt quickly to changing tastes, and build lasting loyalty in the digital age.
12. Future research directions:
Based on the research findings of this thesis, factors such as human resources, operational processes, and technology in 5-star hotels all have a significant impact on customer satisfaction and, further, customer loyalty. However, to gain a more comprehensive understanding of the impact of CRM on customer satisfaction and loyalty in 5-star hotels in Hanoi, further research is needed in the following directions:
The study could expand its scope to evaluate CRM processes in 5-star hotels of varying sizes and contexts, serving different customer segments across both international and domestic brands. This would allow for a comparison of the specific factors in CRM implementation across different 5-star hotel models.
Further research could utilize cultural factors in addition to human, technological, and process elements, specifically local culture, as a secret weapon to give local branded hotels a competitive advantage over hotels belonging to international corporations.
To enhance objectivity, subsequent studies could incorporate data collected from more specific hotel or accommodation models. For example, a comparison of CRM between a city hotel and a resort, or between a traditional hotel and a smart hotel, would provide more diverse data on customer perceptions when interacting with various novel CRM processes.
13. Published works related to the thesis: None
INFORMATION ON THE MASTER'S THESIS
1. Full name: Bui Duc Trung Hieu
2. Sex: Male
3. Date of birth: 24/07/1998
4. Place of birth: Hai Phong
5. Admission decision number: 5626/QD-XHNV dated December 29, 2023, issued by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi
6. Changes in academic process:
The training duration has been extended including to Decision No. 9028/QD-XHNV dated December 23, 2025, issued by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
7. Official thesis title: Customer Relationship Management of 5-star hotels in Hanoi.
8. Major: Tourism; Code: 8810101.01
9. Scientific Supervisor: Assoc. Prof. Dr. Dang Thi Phuong Anh, Institute of Policy, Innovation and Interdisciplinary Sciences, University of Social Sciences and Humanities, Vietnam National University, Hanoi.
10. Summary of thesis results
The thesis researches customer relationship management (CRM) of 5-star hotels in Hanoi. The objective is to identify and measure these factors through qualitative and quantitative research methods. Theoretically, the thesis systematizes foundational concepts and theories such as the CRM concept (Buttle, 2009), loyalty (Oliver, 1997), the SERVQUAL model (Kumar et al., 2009), and the loyalty pyramid model (David A. Aaker, 1991). The author also proposed a research model suitable for the CRM context of 5-star hotels in Hanoi.
Qualitative research results were conducted through participant observation and in-depth interviews at two typical case studies: Sofitel Legend Metropole Hanoi and Apricot Hotel Hanoi. The qualitative research indicates a clear difference in the CRM operating models between international and domestic brands. At Sofitel Legend Metropole Hanoi, CRM activities are strictly standardized according to international standards such as LQA or Forbes Travel Guide, with sophistication down to the smallest details such as reminding sleeping positions, guests' daily habits, preferred food and drinks, etc. Conversely, Apricot Hanoi demonstrates strength in flexibility, utilizing sincerity and an artistic service style imbued with local character, taking advantage of Vietnamese hospitality to create personalized experiences without over-reliance on processes that can sometimes be mechanical. Interview results also show that the human factor is the key to helping both hotels maintain their competitive advantage.
Quantitative research was conducted through survey questionnaires for staying guests to measure customer satisfaction and return intentions. The results show that the percentage of customers (especially the member group of Sofitel Legend Metropole Hanoi) gives positive feedback on the value of service compared to the cost incurred is very high, with more than 80% of customers at the "Agree" and "Strongly Agree" levels. Survey data proves that being recognized as a regular guest and the quick, intelligent problem-solving process of staff are the factors with the strongest impact on guest satisfaction at both Sofitel Legend Metropole Hanoi and Apricot Hanoi. At the same time, the research also points out that when a sufficient level of satisfaction is achieved, customers are willing to become the most loyal individuals with the positive emotions they have received.
From the research status at the two establishments, the thesis has summarized empirical lessons on the application of technology and customer data management. For international brand hotels, the lesson learned is the need to reduce the mechanical nature of processes to increase the creativity of staff in service recovery. Additionally, international brand hotels should also combine providing experiences more suitable for local guests, as well as promoting local culture more to international friends. For domestic hotels like Apricot Hanoi, the empirical research proposes solutions to join hotel chains to share customer databases, thereby overcoming the limitations of single, one-way information systems. Finally, the thesis emphasizes that standardizing CRM processes into measurable behavioral indicators is an urgent solution to improve professionalism and long-term management efficiency for 5-star hotels in Hanoi.
11. Practical applicability:
The research results provide a systematic theoretical framework and an empirical model that helps Sofitel Legend Metropole Hanoi and Apricot Hotel clearly identify core existing issues in their current customer relationship management processes. Through the analysis of the three core pillars of CRM: Technology, Process, and People, the thesis points out how each of these factors directly impacts customer satisfaction and loyalty at each hotel. For Sofitel Legend Metropole Hanoi, the model helps optimize personalization based on global data, while for Apricot Hanoi, the research suggests ways to utilize artistic space and Vietnamese hospitality to compensate for technology gaps. This is a scientific foundation for the management of the two hotels to review and adjust operating standards, restructure data systems, and improve the quality of the staff, thereby enhancing the efficiency of identifying and serving target customers more accurately.
The thesis serves as a valuable reference for students, graduate students, and researchers interested in the field of luxury hotel management in Vietnam. By combining classic theoretical models such as those of Payne & Frow and SERVQUAL with actual data from the Hanoi market, this research provides a comprehensive view of the intersection between international service standards and local cultural identity. The document not only systematizes specialized concepts of CRM and how CRM impacts satisfaction and loyalty but also specifically illustrates a multi-dimensional approach to cross-referencing data between service providers and service beneficiaries. The research promises to be a useful academic resource, supporting the teaching and development of subsequent research topics on experience economy and strategic management in the hotel industry.
Beyond the scope of the two case studies, the thesis offers strategic suggestions for 5-star hotel managers in building and continuously improving CRM systems. The research emphasizes that CRM is not a technology project or a short-term set of processes but a cycle of continuous improvement, starting from understanding data to empower frontline staff—directly executing CRM—to create emotional touchpoints. Managers can apply the thesis model to establish performance measurement indicators for CRM strategies, somewhat evaluating changes in the expectations of high-end customers. Recommendations on integrating AI technology into data management and embedding local culture into services will help accommodation businesses constantly innovate, quickly adapt to changing tastes, and build sustainable loyalty in the digital era.
12. Further research directions
Based on the research results of the thesis, factors such as the personnel structure, operating processes, or technology in 5-star hotels all have an important influence on customer satisfaction and, further, loyalty. However, to have a more comprehensive view of the impact of CRM on the satisfaction and loyalty of 5-star hotels in Hanoi, research needs to be expanded in the following directions:
Research can expand the survey audience to evaluate the CRM process at 5-star hotels with different scales and contexts & serving different specific customer groups of both international and domestic brands, thereby comparing specific factors in implementing CRM across different 5-star hotel models.
Subsequent research can use additional cultural factors besides human, technology, and process factors, specifically local culture as a secret weapon to help domestic brand hotels gain more competitive advantage over international group hotels.
To enhance objectivity, subsequent studies can combine data collected from more specific hotel or accommodation models. For example, a comparison of CRM between a city hotel and a resort, or between a traditional hotel and a smart hotel to have more diverse data on customer perceptions when exposed to many novel CRM processes.
13. Published works related to the thesis: None
Newer news
Older news
