Đồ án tốt nghiệp - Customer journey mapping survey (at Toyota Bien Hoa)

MINISTRY OF EDUCATION &amp TRAINING
HO CHI MINH UNIVERSITY OF TECHNOLOGY AND EDUCATION
FACULTY FOR HIGH QUATILY TRAINING
-o0o-

GRADUATION PROJECT
TOPIC

CUSTOMER JOURNEY MAPPING SURVEY
(AT TOYOTA BIEN HOA)
Name:

TRAN NHU KHOA

Student Id :

17145029

Course:

2017

Industry:

AUTOMOTIVE ENGINEERING

Advisor:

HUYNH TAN THUYET

Ho Chi Minh City, July, 2023

THE SOCIALIST REPUBLIC OF VIETNAM
Independence - Freedom - Happiness

-Ho Chi Minh City, January 20, 2020

GRADUATION PROJECT ASSIGNMENT
Student name: ________________________

Student ID: _____________________

Student name: ________________________

Student ID: _____________________

Student name: ________________________

Student ID: _____________________

Major:
_____________________________________
_

Class: _________________________

Advisor: ____________________________

Phone number: __________________

Date of assignment: ___________________

Date of submission: ______________

1. Project title: _________________________________________________________

2. Initial materials provided by the advisor: ___________________________________

3. Content of the project: _________________________________________________

4. Final product: ________________________________________________________

CHAIR OF THE PROGRAM

ADVISOR

(Sign with full name)

(Sign with full name)

THE SOCIALIST REPUBLIC OF VIETNAM
Independence – Freedom– Happiness

-Ho Chi Minh City, January 20, 2020

ADVISOR’S EVALUATION SHEET
Student name: ................................................................. Student ID: .................................
Student name: ................................................................. Student ID: .................................
Student name: ................................................................. Student ID: .................................
Major: .....................................................................................................................................
Project title: ............................................................................................................................
................................................................................................................................................
Advisor: .............................................................................................................................
EVALUATION
1. Content of the project:
.....
...

...
t service quality is
the factor they really care about the most. Reputation is only formed when the agent
ensures the quality of its service.

More than 90% of the total customers surveyed in two batches did not return to the
dealer after the warranty period expired (after 8 times). This shows that there may be
some things at the agency that are not really suitable for female customers.

When asked if they will return to the dealer next time, all 40 customers answered
Yes, reaching a rate of 100%, with specific reasons as follows:
− Yes, because TBH-BD is a reputable and quality warranty center: 40%
− Yes, because I trust TBH-BD: 27.5%
− Yes, because its close to me and the service here is fine: 15%
− Yes, for its affordable price and genuine parts: 7.5%
− No, because the quality is not guaranteed: 2.5%
− Other: 5%
− These results are consistent with the dealers ratio of strengths and
weaknesses. In addition, the location factor close to the customers residence

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cannot be ignored in their decision.

The touchpoints that customers are most interested in include vehicle maintenance at
the repair shop, advice from staff and the payment process. The factors that
customers particularly care about and appreciate are the quality of services provided
and the reputation of the staff. In addition, customers also share the opinion that the
quality and price of the parts are important points at these touchpoints. (The
quantified journey map is at the end of chapter 4).

Finally, more than 80% of customers rate the dealer from satisfied to very satisfied,
with a median score of 4.5 to 4.7 (with a deviation of 0.2, an acceptable level) on a
5-point Likert scale. . This proves that the agent is doing his job excellently.

CHAPTER 4: SUMMARY
Through the process of implementing the project, we have had an overview of
the customer journey at Toyota Bien Hoa, from before using the service to the end. The
results obtained are not only educational but also a valuable source of information,
helping Toyota Bien Hoa improve its services.

The writer has successfully built a customer journey map and achieved his goal: to use
this tool to evaluate the strengths and weaknesses of the agency. Through that, agents
can better understand their customers and from there can make appropriate adjustment
plans. This not only improves the quality of the agency, but also increases the customer
experience and the rate of return customers to use the service.

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