| dc.description.abstract | Following the fast growth of Vietnam economy, infrastructure has been developed incredibly. The real estate market in general and retail real estate in specific nowadays have become important part in improving the living standard for people. The appearance of many retail real estate projects has not only offered opportunities for investors who desire to find an appropriate location for doing business but also pushed them to fierce competition. In the situation that almost retail real estate buildings in big cities like Hanoi and Ho Chi Minh now have familiar good location, scale; customer service has emerged as the key to success. It had been proved to be one of the most important factors affects customer choice and many buildings have applied this key to operate smoothly and meet the expectation of customers for fast growth and strong development. This is not only helps maintain the good relationship with customers but also enhance their satisfaction and loyalty to the building. However, in many buildings, this activity is very simple and has many errors in process. The purpose of this study is to get the full view of customer service activities in retail real estate building – specified here is Hung Vuong Plaza in Ho Chi Minh City and determine the role of customer service in the building operation. However, due to the diversified in type of real estate market, the researcher decided to conduct the study within one building only for careful assessment. So that, to justify the purpose, three research questions have been addressed. Based on the research questions, relevant literature was reviewed and used as a guide for data collection. To get required information, the researcher used the exploratory research with qualitative and quantitative approach. In-depth interview and questionnaires with managerial staffs of customers assisted the researcher to figure out the current state of customer service activities within the building and give recommendations for improving those issues. | en_US |
