Customer Satisfaction Level of Online Applications of Dai Bang Tourism Advertising and Service Media Joint Stock Company

Test results show:

Through the survey, with the criterion "Email provides a lot of necessary information for the decision to participate in tourism services" has Sig > 0.05 so the hypothesis H0 cannot be rejected. That is, customers agree with this assessment (agree with the above criterion).

The remaining criteria have Sig. values less than 0.05, rejecting the hypothesis H0. That is, customers do not agree with this assessment. The criteria "Attractive Email Title" and "Promotional information, gifts, events sent via email" have not received high ratings from customers. Particularly the criterion "Promotional information, gifts, events sent via email" strongly disagrees, accounting for 7.1%, with an average value of 2.79, meaning that customers' assessments range from disagree to neutral.

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The criterion that customers rated the highest was “Email provides a lot of necessary information for the decision to participate in the company's service” (with an average value of 4.07). Because when customers have ordered the company's products and services, the content of the email sent will be the tour program, location, time, accommodation, dining places, etc. In addition, there are necessary notes such as clothing, personal belongings, etc. Next is “email is designed, presented beautifully and eye-catching” (3.21), “email has an attractive title” (3.08) the average value for this criterion is not rated high, and the email title is one of the most important factors that determine whether the recipient opens the email box or not. Therefore, the company should pay more attention to researching and finding appropriate email titles for each campaign. Finally, “promotions, gifts, events sent via email” are also rarely implemented by the company via email, which is shown by the fact that customers rate it with a fairly low average value (2.79).

2.4.8. Customer satisfaction level with online applications of Dai Bang Advertising Media and Tourism Services Joint Stock Company

Measuring customer satisfaction with the company's online marketing activities is extremely necessary. Customer satisfaction will be the basis for the company's upcoming online marketing activities. Along with that, customer satisfaction will be the practical explanation for the company's online marketing activities.

has been done. Therefore, the author has conducted a customer satisfaction survey to be able to evaluate comprehensively and have a more general view of the online marketing activities of Dai Bang TTQC & DVDL JSC. The survey results of 120 customers are shown through the following chart:

Very unhappy

heart

Not satisfied

Neutral

Satisfied

Very satisfied

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Chart 4: Overall customer satisfaction with online applications of Dai Bang TTQC & DVDL JSC

In the satisfaction levels, there were 47 votes for “satisfied” accounting for 39.2% and 5 votes for “very satisfied” accounting for 4.2% of the total 120 survey votes. This proves that the online marketing activities that the company has implemented have had certain positive impacts on customer awareness and satisfaction with it. Besides, there were 45 votes for neutral accounting for 37.5%, this rate is quite high and these subjects are at the average level, maybe they have not really felt or received real benefits from the company's online marketing activities, and at the same time, they do not see any negative impacts from it. Finally, there were 21 votes for “unsatisfied” and 2 votes for “very dissatisfied” accounting for 17.5% and 1.67% respectively.

2.4.9. General assessment of online marketing activities of Dai Bang Advertising Media and Tourism Services Joint Stock Company

Firstly, through the indicators obtained from the two campaigns that have been implemented, which are "Ha Giang tourism in the buckwheat flower season 2018" and "Da Lat festival through the flower seasons 2018". It can be seen that the online marketing campaign for the tour "Ha Giang tourism in the buckwheat flower season 2018" is not really effective and has not achieved high results compared to "Da Lat festival through the flower seasons 2018" based on the cost and resources for both. There are many reasons leading to that result, not correctly identifying more potential campaigns to allocate appropriately is one of the main reasons leading to the above result. Moreover, a campaign implemented later will inherit the achievements of the previous campaign in terms of potential customer data who have not yet decided to buy the service and the spread of tourism information through friends and relatives.

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According to the general assessment, the two online marketing campaigns that the company has organized are only at the level of "quite good" through the reported indicators collected from online channels and the number of customers coming to the company from those two campaigns. Normally, for a basic campaign, to evaluate the success will be based on the number of users reaching. In addition, to have an exact number, it also depends on the content, industry, keyword... For example, the campaign "Da Lat festival through the flower seasons in 2018" uses an advertising cost of 2 million VND, the expected display level is 6,000 views, which will be considered good compared to a campaign that only advertises within 2 months (according to the comments of the marketing department staff). In fact, this campaign brought in nearly 4,000 views. With those statistics, it can be said that the online marketing campaign that the company implemented is at a fairly good level.

Second, through the survey process of collecting data from customers using the company's services, it shows that the online marketing activities of Dai Bang TTQC & DVDL JSC also receive the attention of customers, valuing the combined use of a number of key tools such as website, email marketing, social networks... In which, each tool has a certain role in providing information search utilities.

information for tourists, this is demonstrated by the fact that tourists with many criteria highly appreciate the benefits brought by the company's online marketing tools. For example, regarding the website, information about tours is clearly classified, easy to find, information is always updated quickly, regarding the company's fanpage, the images and videos posted are beautiful and attractive, many promotional programs are organized on it...

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In addition to the efforts in design and information provision, it is still not enough to help build and maintain a strong relationship between the company and customers - one of the important advantages to help maintain and enhance customer satisfaction and loyalty to the company. This is shown through the evaluation criteria or scales that customers have shown through the survey form. For the website, the interface and design are not really beautiful, many programs and promotional activities have not been implemented on the web. For the fanpage, it has not provided complete information about the company's products and services or customer comments have not been responded to quickly. For email marketing, the title is not attractive, stimulating, and arousing to viewers, the email format is not designed and presented beautifully...

It can be said that these limitations are mainly due to the shortage of human resources, especially online marketing experts in the company. In addition, the limitation of financial resources for investment in online marketing activities and from there, infrastructure and technology are also important factors affecting the current effectiveness of online marketing activities of Dai Bang TTQC & DVDL JSC.

CHAPTER 2 SUMMARY

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This chapter has presented an overview of the business performance of Dai Bang TTQC & DVL JSC in the past 3 years. It has evaluated the current situation and effectiveness of the company's online marketing activities in the past time. At the same time, the research has shown the clear effects and impacts of online marketing on the company's business activities. This chapter has also outlined that in addition to the strengths, there are still limitations in the company's online marketing activities, especially the limitations of resources (finance and human resources). This is also one of the useful information as a basis for proposing solutions to improve the online marketing activities of Dai Bang TTQC & DVL JSC.

CHAPTER III: SOLUTIONS TO IMPROVE THE EFFICIENCY OF ONLINE MARKETING ACTIVITIES OF DAI BANG ADVERTISING MEDIA AND TOURISM SERVICES JOINT STOCK COMPANY.

3.1. Basis for proposed solution

3.1.1. The company's development orientation in the coming time

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The tourism industry has been making an important contribution to economic growth, ensuring social security, creating employment opportunities, preserving and promoting cultural values, protecting the environment and maintaining security and national defense. In addition to the achievements, the tourism industry shows many limitations and shortcomings; difficulties and obstacles have not been satisfactorily resolved; there has been no breakthrough development to affirm itself as the country's spearhead economic sector; development efficiency is not commensurate with the country's potential and advantages. The trend of global integration, cooperation, competition, open exchange and increased application of science and technology in the world's knowledge economy is creating great opportunities but also posing significant challenges for the development of Vietnam's tourism industry.

Thereby, to increasingly affirm its position and brand, Dai Bang Service and Trading Joint Stock Company has set out the following development orientations in the coming years:

Continue to focus and strengthen the promotion of the company's image, build a brand of a company specializing in providing quality and reputable tourism services, in order to achieve the highest satisfaction for consumers, becoming one of the leading tourism companies in Vietnam.

Focus on building a system of high-quality, distinctive tourism products and types based on promoting the value of unique, distinctive tourism resources with outstanding strengths. Prioritize the development of sea tourism as a national outstanding strength; develop cultural tourism as a foundation, develop eco-tourism, green tourism, and responsible tourism; link regional product development with economic corridors.

Search and identify target markets, segment the market according to travel purposes; prioritize attracting tourists with high spending ability and travel purposes

Purely, long-term stay. Strongly develop the domestic market, focusing on tourists for relaxation, entertainment, and weekend stays. For the international market, focus on attracting and strongly developing neighboring international tourist markets: Northeast Asia (China, Japan, Korea), Southeast Asia and the Pacific (Singapore, Malaysia, Indonesia, Thailand, Australia); Strengthen exploitation of high-end tourist markets from Western Europe (France, Germany, England, Netherlands, Italy, Spain, Scandinavia), North America (USA, Canada) and Eastern Europe (Russia, Ukraine).

Develop human resources to build a workforce that meets the requirements of quality, reasonable occupational structure and training level. From there, it is possible to ensure professionalism, competitiveness and regional integration, contributing to improving the quality of tourism services, meeting social needs. Focus on training high-level human resources, management teams, on-site training and training according to job requirements.

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3.1.2. Existing problems in online marketing activities of Dai Bang Advertising Media and Tourism Services Joint Stock Company

The biggest problem now is that the use of email marketing is not really effective. Because according to the feelings and evaluations of customers, most of them do not meet the needs. The email title is not really attractive enough to attract email readers. Information about advertising is still not informed to customers in the most specific way. Most companies pay little attention to email marketing and do not use it regularly.

Interactions with the company's Fanpage are still low, and the posts have few views. The number of views on posts has increased but not significantly unless there is an advertising campaign, then the views and visits will increase significantly. Viral Marketing has not created a significant effect, and real interactions are not high.

Marketing Department: newly established so not yet completed in many aspects. Limited number of staff (1 director and 2 employees). Not yet completed the necessary Marketing framework. Not yet created too many events for customers to know about themselves. Offered many different products and did not really focus or do well on any product. The strength of marketing is developing the news site Khamphadisan.com, however, the development roadmap has not been specifically planned. In particular, the projects

Marketing done without a plan is often done on impulse and project implementation time is often rushed, so quality is not guaranteed.

3.1.3. Customer suggestions on the company's online marketing activities

Using newer tools, accessing more advanced technologies. From there, helping activities, programs, and events to be transmitted quickly, detecting unnecessary errors quickly and accurately.

Videos and images posted on the website according to some tourists still have many shortcomings. The quality of images and sounds in the videos have not attracted them. Therefore, there are suggestions for designing videos and selecting images to post should invest more. It is necessary to search and select carefully to avoid cases of blurred images and limited sound.

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Email marketing is very important in connecting companies and customers. Therefore, it is necessary to choose and use short, attractive email titles that arouse customers' curiosity. From there, help customers read more emails, update programs and events from the company quickly and specifically.

Promotional programs need to be focused on to attract more people to use the company's services. Currently, there is a program called "Travel first, pay later", which allows customers to pay for their travel in installments. However, the level of customer access is still not high.

Tour information should be updated frequently, promptly and with full information. Most of the tour content will be posted but not regularly. Necessary information is best provided when the product has been purchased and sent via email.

It is necessary to invest in a post-tour customer care program. This is a proposal that is considered very important and if implemented, this program can create a difference and improve the company's competitiveness. From there, it helps customers have a positive view to achieve higher satisfaction. Besides, it helps the company have certain loyal customers.

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