Factors affecting customer relationship of Vietnamese textile companies
Phan Dinh Quyet, Nguyen Thi Van/ MICA 2018 Proceedings
International Conference on Marketing in the Connected Age (MICA-2018), October 6th, 2018
Danang City, Vietnam
Factors Affecting Customer Relationship of Vietnamese
Textile Companies
Phan Dinh Quyeta*, Nguyen Thi Vana
aThuongmai University, 79 Ho Tung Mau Street, Hanoi, Vietnam
A B S T R A C T
It can be seen that the sustainable relationship between selling organizations and buying organizations has an
important contributor in creating as well as enhancing the competitive advantage for organization. Especially,
in this stage, when the competitive intensity in each industry is more and more significant. The textiles
industry is considered as one of the most important economic sector in Vietnam, which has biggest
contribution to the economic development of Vietnam. However, the Vietnamese textile industry was facing
to some difficulties such as low added value and instability of textiles products because the relationship
between Vietnamese textile companies and their customers exists many limitations. Based on these reasons,
this research will explore the factors which effect on this relation; thereby author will introduce a strategic
direction to enhance this relationship as well as improve the competitive ability for Vietnamese textile
companies. In this research, the author has the combination between qualitative research and quantitative
research. The author believes that the result in the data analysis is an important basic to give the
recommendation to improve the relationship between Vietnamese textile companies and their customers.
Thereby, the competitive ability of Vietnamese textile companies will be enhanced. Also, the author hopes
that this research will contribute a part of theoretical framework to customer relationship research in general
and customer relationship in textile in particular.
Keywords: Customer relationship; textile
1. Introduction
Since an economic reform strategy, known as doi moi (renovation) was launched in 1986, Vietnam increased
the trade with the rest of world (Tho 2013). Besides that, The United States granted Vietnam normal trading
relation (NTR) and later Most- Favoured Nation (MFN) status, which helped Vietnamese enterprises to reduce in
tariffs (Manyin 2002). Especially, Vietnam joined World Trade Organization (WTO) in 2007 which will bring
many opportunities as well as challenges to Vietnamese enterprises in general and Vietnamese textile industry in
particular (Ministry of industry and trade of Vietnam, 2014).
According to report of Embassy of Denmark in Vietnam (2010), Vietnam was known as traditional country
with cutting and sewing. According to Report of Vietnam Textile and Apparel Association (VITAS) in 2013,
The Vietnamese textile industry with more than 3800 companies had strong step. However, it was begun to
invest in spinning and weaving in recent years. When Vietnam joined World Trade Organization (WTO), there
will have some opportunities such as: Firstly, Vietnamese textile companies will have a chance to enlarge
domestic textile and expand export market. Secondly, Vietnam will receive tax incentive, which will help
Vietnamese textile companies get bigger profit as well as competing better by reducing price. Based on these
opportunities and combining with comparative advantages such as abundant source of skilful, fast-learning and
* Corresponding author. E-mail address: [email protected]
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wage-competitive labor…, Vietnamese textile industry invested and changed equipment and technology to meet
the market demand and to improve its competiveness (Tuan 2012). As a result, Vietnamese textile industry
gained worthy position in world textile industry. Vietnamese textiles companies penetrated many countries in the
world and becoming one of three key export industries, which have biggest contribution to the economic
development of Vietnam. However, the total number of exporting was increasing extremely, but the profit was
not high and Vietnamese textile products have low competitive ability (Report of Embassy of Denmark in
Vietnam, 2010). The author will give some reasons to explain for these results.
Firstly, The Vietnamese textile companies still depend heavily on imported materials and accessories;
therefore, Vietnamese textile companies focus on two business methods as outsourcing and offshoring (Global
Insight 2011). In addition, the weakness in designing products also effected on the quality of Vietnamese textile
product; thus Vietnamese textile products had not satisfied the customer's requirements (Tuan 2012).
Secondly, the communication activities to advert for Vietnamese textile industry were not effective;
Vietnamese textile companies only concentrated on exhibitions, events, and have not created good interaction
between Vietnamese textile companies and their customers (Nadvi et al. 2010, Hoang 2012).
And the last, the customer service of Vietnamese textile companies is weaker than other competitors (Hoang
2012). These activities such as resolving customer's complaints, customer care are not good (Vietnamese Textile
Industry 2013). As a result, the relationship between Vietnamese textile companies and their customer is not
good and the competitive ability of Vietnamese textile companies is low in comparison to other competitors in
the world (Hoang 2012).
In the next time, the key markets of Vietnamese textile companies are still markets, which have high
purchasing power such as United State, EU, Canada, Japan, Korea, Australia, Hong Kong, Singapore, Sweden,
and England. Besides that, according to (Goto, Natsuda and Thoburn 2011) Vietnam textile companies will be
competing with many textile companies in the world; especially Chinese textile, which has strong
competitiveness, available materials and accessories and ability to meet various types of goods ranks. Thus,
Vietnamese textile companies will have to attempt more to meet customer's demands to compete with
competitors. One of the first requirements in this time is that Vietnamese textile companies should maintain a
good relationship with customers (Thomsen 2007)
2. Literature review
2.1. Customer relationship
According to Godson (2009), customer relationship has an important role and the suppliers need create a
bond base on commitment, trust, and many other factors to satisfy demands of customers. In other words,
companies should find the ways to create customer satisfaction, loyalty and customer retention in doing business
(Godson 2009). Besides that, there are many researchers such as Kotler and Strong (2008); Cook (2012) … also
supported to theory of Godson (2009). They showed that customer satisfaction, customer retention and loyalty
were keys of designing good customer relationship. In the other word, every organization wants to have a good
customer relationship; they have to get customer satisfaction (Kotler and Strong 2008; The financial time 2013;
Angelova 2011; Engkumaran and Navaratbaseelan 2014; Goncavles and Sampaio 2012; Banasiewitz 2002),
customer retention or loyalty (Rizal Ahmad 2001; Butler 2004; Godson 2009; Virvilate 2009; Hennig-Thurau
and Hansen 2000). Also, maintaining the customer relationship can bring three positive values to company.
Firstly, customers who are satisfied by products or services of organizations will promote products and services
of organization to many people by many ways such as word – of – mouth … Secondly, customers who are
interested with products or services of suppliers seem to be less price – sensitive. Lastly, customers will be
willing to sympathy for suppliers if there is any problem, which is out of expectation of suppliers (Godson
2009).
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BREAK
EVEN
1
2
3
4
5
6
7
Year
Fig. 4. The importance of keeping customers over time (Godson, 2009)
2.2 Competitive advantage and relationship between customer relationship and competitive advantage
2.2.1 Competitive advantage
According to Porter (1985), the term competitive advantage is the ability which organization will be gained
through using resources to perform at a better level than other organizations in the same industry or market. It
means that competitive advantage is key success for organization in order to be more profitable than its
competitors. When organizations maintain their sustainable competitive advantage in the long term, they can
boost the image, the valuation as well as the future potential of their company in the market. The researchers can
approach competitive advantage by basing on resource (David 2013) or basing on knowledge (Nonaka 1995).
With two approaches, organizations can create the competitive advantage. However, in this research, author will
base on the view of David (2013) - competitive advantage based on resource. With this approach, author believes
that the relationship between sources of competitive advantages and customer relationship will be clarified
clearly. According Porter (1985), the competitive advantages of organization base on two souces such as low
cost and differitiation. Hence, base on two sources, Porter (1985) also introduced competitive trategy matrix with
three types of strategies which help organizations can achieve and maintain competitive advantage.
Based on the competitive trategy matrix, Porter (1985) emphasized that customer is the main target of any
strategy to create competitive advantages. Organizations can satisfy the demands of customers by supplying
better products; better services; better communication than competitors (Porter 1985). Besides that, organization
can also satisfy the requirements of customers with lower prices than competitors. Therefore, building a good
customer relationship is one of the best ways to create the competitive advantages (Virvilate 2009); (Hennig-
Thurau and Hansen 2000).
Relationship between customer relationship and competitive advantage
Nowadays, many companies try to lead their core competence to satisfy the demands of customers; and these
companies attempt to create products or services as well as expectation of customers Hennig-Thurau and Hansen
(2000). In many antecedent researches, it can be seen that customer relationship is one of the most important
assets of organizations and it has a crucial role in creating the competitive advantage (Godson, 2009).
According to Hennig-Thurau and Hansen (2000), any company can gain competitive advantage through
customer satisfaction and customer loyalty; especially in current situation, when new market mechanisms are
changing the key factors of success. And Hennig-Thurau and Hansen (2000) also emphasized the correlation
between customer satisfaction and repurchase loyalty. In addition, Padvamathy et al (2012) also showed the
relationship between customer relationship and competitive advantage through customer satisfaction and
customer loyalty.
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Customer satisfaction
Competitive
Advantage
Customer
relationship
Customer loyalty
Fig. 5. Relationship between customer relationship and competitive advantage (Padvamathy et al, 2012)
Based on this figure, which was built by Padvamathy et al (2012), author believes that organization can gain
the competitive advantage from customer relationship through customer satisfaction and customer loyalty.
Therefore, customer satisfaction and customer loyalty will be the middle of relationship between customer
relationship and competitive advantage. Therefore, author concerns that organizations should focus on the
factors which effect on customer satisfaction and customer loyalty to improve the customer relationship as well
as competitive advantage.
In addition, Sheth (2014) supported for theory of Padvamathy et al (2012) by presenting Six Competitive
Advantage through customer satisfaction model. Through this model, each Sheth (2014) wanted to emphasize
that if organization can gain customer satisfaction, organization can get 6 competitive advantages.
2.3. Factors effect to customer relationship
2.3.1. Trust
Trust can be defined as “the willingness to rely on an exchange partner in whom one has confidence”
Moorman, Deshpande and Zaltman 1993; Dirks and Ferrin 2001; M.Doney, M.Barry and Abratt 2007). In
relationship marketing theory, trust is seen as main factor for successful customer relationship. If customer can
trust a product or service, loyalty can be seen as the result which will effect on customer behaviour in the future
(Godson 2009; Corsten and Kumar 2005)
2.3.2. Commitment
There are many researches about commitment which were conducted by many author such as Morgan and
Hunt (1994); Hennig-Thurau and Hansen (2000); Fullerton (2003); Wulf and Odekerken - Schroder (2000);
Godson (2009), etc. Both of them confirmed that commitment was seen as an important element in collaboration
between customers and suppliers in B2B context (Hennig-Thurau and Hansen 2000; Fullerton 2003; Wulf and
Odekerken - Schroder 2000). Commitment extremely effects on relationship between customers and suppliers;
especially between customer as organization and supplier (Godson 2009).
2.3.3. Communication
Communication was seen as the bridge to connect suppliers and customers (Hennig-Thurau and Hansen
2000; Tai and Ho 2010) and this issue plays an important role in “business to business” as well as “business to
customer” transaction (Mohr and Nevin 1990). According to Morgan and Hunt (1994), communication can be
defined as "the formal as well as informal sharing of meaningful and timely information between firms". It
means that communication is only carried out between at least two partners Tai and Ho (2010); Al-Khaffaf and
Abdellatif (2011); Dwayne Ball (2004)
2.3.4. Quality of product
According to Sebastianelli and Tamimi (2002) quality can be measured through five approaches such as
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product – based, user – based, manufacturing – based and value – based. In term of this, product – based
approach is based on the different elements of products to reflect quality of product (Dapkevicius and Melnikas
2009). User – based approach is based on the customer satisfaction about the quality of products (Juran 1974). In
manufacturing – based approach, the level of products which satisfies the standard designation of manufactures
will be used to evaluate the quality of product (Jakpar and Na 2012; Alfin et al. 2013). Lastly, based on the value
– based approach, quality can be seen as products meet the demands and expectations of customers (Kotler
2000). The other research of Gronroos (1990) showed that there is a combination between technical quality and
functional quality in products. The technical quality mentions to some factors such as colour, size, shape, etc.
Functional quality mention to some features such as ordering, storage, etc. Dapkevicius and Melnikas (2009)
Ying (2010) Llusar, Zornoza and Tena (2001), Shaharudin et al. (2011).
2.3.5. Price
According to Mahmud et al (2013), the price paid by the customer has close relationship with customer
loyalty. If the price does not match the quality and service which customer get, it will lead to customer
dissatisfaction. In marketing literature, price is seen as one of the most flexible marketing mix elements which
can be quickly changed (Dovaliene and Virvilatite, 2008). Most of customer, when they estimate the value of
product or service, they always think about price (Cronin et al., 2000 and Virvilaite 2008; (Molina et al., 2007;
Jamal, 2004 and Banyte, 2008; (Consuegra, Molina and Esteban 2007; Bolton et al., 2003
2.3.6. Service quality
In the past research, there are many definitions about service quality such as Caruana (2002); Kheng et al.
(2010). According to (Mahmud, Jusoff and Hadijah 2013), service quality was defined as “the overall evaluation
of a specific service firm that results from comparing that firm’s performance with the customer’s general
expectations of how firms in that industry should perform”. Service quality includes ten dimensions such as
tangible, reliability, responsiveness, communication, credibility, security, competence, courtesy, understanding
the customer and access (Mahmud, Jusoff and Hadijah 2013).
3. Research methodology
In this study, the author will explore factors, which effect on relationship between Vietnamese textile
companies and their customers. In literature review, the author decided to choose six factors which effect on this
relationship. Therefore, these factors including trust, commitment, the product quality, the service quality,
communication and price were identified.
3.1 Research hypotheses
H1: There is a positive correlation between trust and customer relationship
H2: There is a positive correlation between commitment and customer relationship
H3: There is a positive correlation between quality of product and customer relationship
H4: There is a positive correlation between service quality and customer relationship
H5: There is a positive correlation between communication and customer relationship
H6: There is a positive correlation between price and customer relationship
Trust
Commitment
Customer relationship
Product quality
Service Quality
Communication
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3.2 Measuring scales development
There will have a combination between quantitative research and qualitative research. The quantitative
research is very useful to carry out empirical investigation of factors which effect to customer relationship while
the qualitative method is used to exploring determinants affecting customer relationship. By using the
quantitative research method, the weight of each factor will be assessed in specific sample and the results will be
simplified. Firstly, through qualitative research there are many factors which effect on customer relationship will
be shown. However, these factors will be evaluated to choose the most appropriate variables for the research
concept by using Cronbach's alpha and Exploratory Factor Analysis (EFA). The most important condition to
carry out Exploratory Factor Analysis (EFA) is questionnaire. In this dissertation, questionnaire will be designed
by basing the research model and these questions will be sent to members of VINATEX as well as their
customers. The data will be collected and will be analyzed by using software SPSS (Statistical Product and
Service Solution) - version 21.0. After that, Confirmatory Factor Analysis (CFA) will be used to have further test
scale. Finally, the conceptual model and hypothesis will be tested by using software namely AMOS (Analysis of
Moment Structures) version 21.0. To carry out qualitative research, the variable will be developed before
conducting survey.
Trust (TRU)
Trust will be abbreviated to TRU. In this research, author will apply the theory of Kumar, Scheer and
Steenkamp (1995), who explored the trust scale with ten observed variables. In their research, they use five
variables to evaluate the level of partner's honesty and reliability; these other variables were used to calculate
how their partners care about their benefits. However, in this research author will build 6 variables.
(1) TRU1: The Vietnamese textile company is already to support to customers when they need.
(2) TRU2: Vietnamese textile company always cares about benefits of customers when they make decision
which relate to their textile products.
(3) TRU3: Vietnamese textile company always listens and shares the difficulties with their customers when
they have some difficulties which effect to the collaboration between two sides.
(4) TRU4: Customers always care about the level influencing of decisions as well as actions which come
from Vietnamese textile company.
(5) TRU5: Vietnamese textile company always gives the right information for customers.
(6) TRU6: Vietnamese textile company always keep their promise with customers
Commitment (CMM)
Commitment will be abbreviated to CMM. Commitment scale is evaluated through three variables, which
clarify the nature and length of commitment (Kumar, Scheer and Steenkamp, 1995). Three variables will be
described as:
(7) CMM 1: Customers hope that the relationship between them and Vietnamese textile company will be
lasted in long time.
(8) CMM 2: Customers hope that the relationship between Vietnamese textile company and them will be
closer in many operations.
(9) CMM 3: Customers believe that they are already to invest and develop their business in the relationship
with Vietnamese textile company.
The Product Quality (TPQ)
Product quality will be abbreviated to TPQ. It can be seen that product quality has an important role to
business relationship. Quality of product effects to loyalty of customer and is one of competitive advantage
sources. In this study, author will explore the influencing of product quality to customer relationship base on the
research of Ulaga and Eggert (2006) which measured influencing of product quality with five variables:
(10) TPQ 1: Vietnamese textile company usually supplies high quality products to customers
(11) TPQ 2: Vietnamese textile company always affords requirements about quality of products from
customers.
(12) TPQ 3: Customers always trust the quality of products from Vietnamese textile company.
(13) TPQ 4: Customers rarely reject products from Vietnamese textile company.
(14) TPQ 5: The quality of products from Vietnamese textile company is always stable.
The Service Quality (TSQ)
Service quality will be abbreviated to TSQ. The quality of service is very important in improving relationship
between customers and suppliers. This research will base on the research of Lages, Lages and Lages (2005),
Kheng et al. (2010) and Navaratnaseelan and P.Elangkumaran (2014) to evaluate effect of Service quality to
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customer relationship.
(15) TSQ 1: Vietnamese textile company supply the reliable quality service to customers
(16) TSQ 2: Customers always satisfy with responsiveness from Vietnamese textile company
(17) TSQ 3: Customer rarely complain about the quality of service of Vietnamese textile company because
they have the empathy with Vietnamese textile company
(18) TSQ 4: Vietnamese textile company always gives the assurance to customers for unexpected case.
Communication (COM)
Communication will be abbreviated to COM. The communication scale evaluated the frequency of two
partners communicate each other (Menon et al., 1999). Thus, it reflects nature and degree of communication in
relationship between two parts. The effect's degree of communication on customer relationship was measured by
Lages, Lages and Lages (2005). In this research, author will base on research of Lages, Lages and Lages (2005)
to evaluate the influencing of communication to customer relationship with three variables.
(19) COM1: Vietnamese textile company always exchanges information with customers.
(20) COM2: Vietnamese textile company and customers always share their goals as well as their
expectations.
(21) COM3: Vietnamese textile company and customers promise to share adequate and accurate information.
Price of Products (PP)
The price of product has big influencing to customers. One of the most important problems which customers
care is the stability of price, the equitableness of price when suppliers commit to supply. Base on the research
of (Virvilaite, Saladiene and Skindaras 2009), author will evaluate the effect of price to customer
relationship.
(22) PP 1: Vietnamese textile company supplies its products to customers with appropriate price
(23) PP 2: Vietnamese textile company supplies a fair price with all customers
(24) PP 3: Customers recognize that the price from Vietnamese textile company is stable.
Relationship between Vietnamese textile company and customers (CR)
Relationship between Vietnamese textile company and customers will be abbreviated to CR. Customer
relationship can be understood as relationship between Vietnamese textile company with its customers. In this
research, author will base on the research of Lages, Lages and Lages (2005) to show these relationships are long
or short with 6 variables.
(25) CR1: Customers believe that the relationship between them and Vietnamese textile company in long
term will bring many benefits to them.
(26) CR2: Customers believe that the sustainable relationship between them and Vietnamese textile company
is very important.
(27) CR3: Customers will concentrate on long - term target in this relationship.
(28) CR4: Customers are already to share some benefits to support Vietnamese textile company in long -
term.
(29) CR5: Customers believe the relationship between them and Vietnamese textile company is their success.
(30) CR6: The results of collaborative relationship in short-term are good; therefore, they want to have
collaboration in long-term.
3.3 Sampling
The empirical research focuses on the factor, which effect on customer relationship. Therefore, the
respondents of the research survey are the Vietnamese textile companies and buying companies in Vietnam. The
buyers in this case can be the processers, wholesalers/distributors, retailers and exporters of textile.
The sample size depends on the data analysis methodology. This study bases on Exploratory Factor Analysis
(EFA) method to decide the sample size. According to Hatcher (1994), the sample size in EFA should be at least
5 times as many as the total number of variables, or can be a minimum of 100 respondents. Thus, the preliminary
respondent sample of this study is 120.
4. Disscussion and finding
Descriptive statistics can be seen as the most popular analysis in academic research. The descriptive statistics
supplies the preliminary analysis for almost all comparative quantitative studies (Breiman 2003). In this study,
descriptive statistics will be used to carry out preliminary analysis for all variables which will be used for deeper
analysis. By this way, some issues such as the mean, maximum, minimum and standard deviation between
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variables will be compared. Table 1 showed the output of descriptive statistics through SPSS version 21.
Table 5. Descriptive Statistics
According to the table 1, it can be easily seen that there are 120 responses and the means of 30 variables of
this research are greater than 3; therein, the greatest mean is CMM3 (4.99) and the smallest mean is TSQ3
(3.18). As a result, the author believed that all variables influence together and are appropriate for this research.
After that, from the last result of Cronbach Alpha and EFA, the author will carry out the further test for scales
through Confirmatory Factor Analysis (CFA) by using software namely AMOS version 21.
In sum, the result of CFA showed that the research model satisfy the requirements such as reliability,
unimensionality, convergent validity and discriminant validity. The result of SEM will be shown in Figure 3.
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Fig. 6. SEM result with using AMOS 21.0
SEM is a linear structure model which is used to test the research model and hypotheses. In SEM, there are
many statistic techniques such as CFA, Path analysis, Causal modeling with Latent variable, Analysis of
Variance, Multiple Linear Regression. The standardized structural result of the research model is presented in
figure3. Based on the values about p-value index; CMIN/df; GFI; CFI and TLI; RMSEA, it can be seen that p-
value index = .000 satisfied the condition (p< 0.5). The CMIN/df = 1.672 satisfied the condition (<2); The GFI
(0.996), CFI (0.954), and TLI (0,937) are greater than the condition (>0.9). Thus, this theoretical framework is
very appropriate with market data.
Based on the table 2 about the unstandardized structural path in the model, it can be seen that all the
relationship between TRU, CMM, TPQ, TWQ, COM, PP and CR in the research model have p<0.5. As a result,
both of these relationships are very important; these factors effect on the customer relationship. In other words,
the hypotheses H1, H2, H3, H4, H5 and H6 are accepted in the research model.
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Table 2. The unstandardized structural path in the model
Table 3. The standardized regression weights of the model
Standardized Regression Weights
Estimate
CR
CR
CR
CR
CR
CR
<---
<---
<---
<---
<---
<---
TRU
CMM
TPQ
TSQ
COM
PP
.291
.178
.358
.175
.369
.361
Based on Table 3 about the standardized regression weights of the model, it can be seen that there is a
positive correlation between trust, commitment and customer relationship. It means that the hypothesis H1, H2
are accepted because hypothesis H1 has β = 0.291, p < .001 and hypothesis H2 has β = 0.178, p < .001. Also, the
hypothesis H3 and H4 are also accepted because they got the support from the data of H3 with β = 0.358, p <
.001and data of H4 with β = 0.175, p < .001. Finally, hypothesis H5 and H6 also have the correlation with
customer relationship. This is described by data (H5: β = 0.369, p < .001) and (H6: β = 0.361, p < .001). Therein,
the relationship between trust (TRU), the product quality (TPQ), the communication (COM) and the price (PP)
have highest β values.
In conclusion, through the results, which were described above, it can be believed that all hypotheses are
accepted. As a result, there is an important conclusion as these factors such as trust, commitment, the product
quality, the service quality, the communication and the price have a positive correlation with customer
relationship. Especially, these factors such as trust, the product quality, the communication and the price have
the most significant effects on customer relationship. These results are very important for Vietnamese textile
companies to introduce solutions to maintain good relationship with customers.
5. Conclusion
In this study, with clear research objectives, the author was step by step to resolve these issues. For this
research, the author will show the relationship between customer relationship of Vietnamese textile companies
and competitive advantage; after that, exploring the factors effect on customer relationship of Vietnamese textile
companies. Therefore, the solutions will be introduced to enhance the competitive advantage for Vietnamese
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textile companies through improving this relationship between Vietnamese textile companies and their
customers. The author introduced six recommendations, which help Vietnamese textile companies can improve
the customer relationship in order to enhance the competitive advantage for Vietnamese textile companies. For
Trust, the author concerned that it will motivate the relationship between Vietnamese textile companies and
their customers better and longer. The trust cannot achieve in a short time or in one transaction; it requires the
attempts of both sides in long time and in many transactions. Thus, to create the trust between both sides,
Vietnamese textile companies and their customers should care about some issues such as: the benefit of each
side, listen and share difficulties as well as right information together; especially, they have to respect promise of
two sides. For commitment, both two sides should concentrate on the long – term value of their relationship. In
addition, buying organizations and selling organizations should respect together as well as creating comfortable
condition for each side. For the Quality of Product, Vietnamese textile companies should focus on the quality
of products and the stability of products. When exporting textile products to hard markets, which have high
requirements about the products, Vietnamese textile companies should care about the quality standard of
products. Therefore, Vietnamese textile companies should invest to technology as well as training education to
produce high quality products. Vietnamese textile companies should apply a standard product's process. For the
Quality of Service, each companies should build a customer service center to resolve the requirements and
complaints of customers. In this time, there are many customer service management frameworks in the world;
Vietnamese textile companies should apply some appropriate frameworks to satisfy customers. For
Communication, Vietnamese textile companies should give the appropriate communication channels which
both sides can approach the right information on time and frequency. Besides the keeping contact through email,
phone call; the website is one of the best choices to communicate by creating the forum where customer can
share their feelings about the products or services. For Price, Vietnamese textile companies should build a
specific price’s list to introduce to their customers and the price list should be up – to - date. The price strategies
such as discount when customers buy a large number of products should be public and fair with all customers. If
there is any change in price, Vietnamese textile companies should give appropriate adjustments, which help
customers to accept and to adapt. The author believes that this research is pioneer in Vietnamese textile field and
these outcomes will bring new opportunities for Vietnamese textile companies to increase competitive
advantage.
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