UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

Student ID: 22150055

HIGH CUSTOMER COMPLAINT RATIO FROM MEDENT CO., LTD

MASTER OF BUSINESS ADMINISTRATION

Ho Chi Minh City – 2019

Executive Summary

The dizzying turn of the “digital” revolution in today’s life has made intellectual property more important than ever. The intellectual property, which is often considered the most important asset in all organizations, needs to be well identified and studied. In addition, in this digital age, adaptation is being viewed as a strong competitive advantage.

In the current economic context of Vietnam and especially in commercial enterprises. Organizations need to ensure they operate in a way that can help them meet and grow sustainably by addressing these two issues.

The purpose of this thesis is to explore the causes of high customer complaint ratio through the current problems with customer at Medent Co., Ltd (in short, it would be called Medent in this thesis).

The findings of the study revealed the awkwardness and embarrassment of catching up with the changes of the times as well as the rapid change of customer demand in which the “information” factor is extremely important. Not only do you have to provide them enough “information”, but also provide solutions that will enable them to apply into their work.

The findings are discussed in details in the research along with some recommendations for the company and management board to solve the problem of the actual needs of customers, towards sustainable development and reduce customer complaint ratio in Medent Co., Ltd.

Acknowledgements

I would like to acknowledge all who supported me during my studies without whom I wouldn’t be where I am today.

I would especially like to thank my supervisor – Professor Tran Ha Minh Quan for all his advice and guidance, without his help this could not have been possible.

I also would like to show my gratitude to my colleagues at work and classmates at ISB for their continuous support. I also send my sincere thankfulness to my parents and friends for their support and encouragement.

TABLE OF CONTENTS EXECUTIVE SUMMARY ACKNOWLEDGEMENTS LIST OF FIGURES

LIST OF TABLES

1. INTRODUCTION……………………………………………………………………………………………… 01
   1. The company background……………………………………………………………………………. 01
   1. Company structure and mission…………………………………………………………………… 01
2. PROBLEM CONTEXT……………………………………………………………………………………… 03
3. PROBLEM IDENTIFICATION……………………………………………………………………….. 05
   1. Cause –and –effect map……………………………………………………………………………….. 05
   1. Literature review………………………………………………………………………………………….. 07
   1. Final Cause –and –effect map……………………………………………………………………… 21
4. CAUSE VALIDATION……………………………………………………………………………………… 23
5. ALTERNATIVE SOLUTIONS………………………………………………………………………….. 24
   1. The  first  alternative  solution:  Establishment  of  a  “multi-function”  R&D center   24
   1. The second alternative solution: conduct collaborative research programs with medical universities and dental associations………………………………………………………………….. 26
6. ORGANIZATION OF ACTIONS……………………………………………………………………… 29
7. CONCLUSION………………………………………………………………………………………………….. 34
8. SUPPORTING INFORMATION………………………………………………………………………. 35

REFERENCES………………………………………………………………………………………………………… 43

LIST OF FIGURES

Figure 1. Medent organizational structure

Figure 2. Increasing ratio of customer complaint (compare with previous quarter) Figure 3. Increasing ratio of customer complaint in the last three year

Figure 4. The satisfied ratio with the services and products of Medent – 2018 data Figure 5. The Gap Model

Figure 6. Initial Cause Effect Map Figure 7. Final Cause Effect Map

LIST OF TABLES

Table 1: Fixed cost of building center

Table 2: Fixed cost of Team training & recruiting Table 3: The cost of projects in 2017

Table 4: Action plan

1.   INTRODUCTION

1. The company background Company name: Medent Co., Ltd Established year: 1994

Industry: Dental supplies and services. CEO: Dr. Huỳnh Thanh Đạm

Medent Co., Ltd is one of the largest providers of dental care products and services to office-based dental and dental practitioners in Viet Nam. Medent is a subsidiary company of the Medent Group; the largest group provides dental care products in Vietnam.

The company also serves dental laboratories, government and institutional health care clinics, and other alternate care sites in the field of dentistry. A company with more than 23 years of development history and serves thousands of clients in the dental industry throughout Vietnam.

1.2   Company structure and mission

Regarding the structure, there are multiple services and products that the company provides. Moreover, it also includes value-added solutions in order for operative practices and high-quality care to be achieved. Medent oriented to operate through a centralized and automated distribution network, with a selection of rich and diverse product portfolio from over 10 global brands from reputable multinational corporations in the dental industry. Plus, special assistance and various advanced technical aids are also available to customers in need, as claimed by the company. Specifically, these consist of financial aids, software and utilities that are specialized in internet trading.

Headquartered in Tan Binh District, HCMC. The company’s sales reached a record 200 billion VND in 2016 (Medent Group sales revenue 2016 is 900 billion VND in 2016).

For more information, visit the Medent website at http://medent.vn.

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