by Chan Kin Hung, Chan Ping Cheung. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves 61-62). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF ILLUSTRATIONS --- p.vi / LIST OF TABLES --- p.vii / ACKNOWLEDGEMENTS --- p.viii / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Retail Industry in Hong Kong --- p.1 / Decision Process of a Consumer --- p.3 / In-house Purchase --- p.5 / Objectives and Scope of Study --- p.8 / Chapter II. --- METHODOLOGY --- p.10 / Chapter III. --- RETAIL 21 --- p.12 / The Shop --- p.12 / The Software --- p.14 / The Target Group of Customers --- p.15 / Retail 21 Summary --- p.16 / Chapter IV. --- DATA ANALYSIS AND INTERPRETATION --- p.19 / Survey on Shopping Habit --- p.19 / Retailer Interviews --- p.20 / Survey on Retail 21 Acceptability --- p.23 / Chapter V. --- SUMMARY OF KEY FINDINGS --- p.25 / Key Findings --- p.25 / Implications of Findings --- p.27 / Chapter VI. --- RECOMMENDATIONS --- p.30 / Product Objectives --- p.30 / Promotion Objectives --- p.32 / Price Objectives --- p.33 / Summary --- p.35 / Chapter VII. --- LIMITATIONS --- p.36 / Chapter VIII. --- CONCLUSION --- p.38 / APPENDICES / Chapter A. --- Questionnaire for Survey on Shopping Habit --- p.40 / Chapter B. --- Result of Survey on Shopping Habit / Chapter 1. --- Decision process for purchase --- p.42 / Chapter 2. --- Experience with mail order --- p.42 / Chapter 3. --- Products purchased through mail order --- p.43 / Chapter 4. --- Factors affecting acceptable information charge --- p.43 / Chapter C. --- Cover Letter for Interview Request --- p.45 / Chapter D. --- List of Interviews --- p.46 / Chapter E. --- List of Shops Contacted but Interview Could Not Be Arranged --- p.47 / Chapter F. --- Summary of Retailer Interviews --- p.48 / Chapter G. --- Questionnaire for Survey on Retail 21 Acceptability --- p.53 / Chapter H. --- Result of Survey on Retail 21 Acceptability --- p.54 / Chapter I. --- Operation of Retail 21 Prototype Software --- p.55 / Chapter J. --- Tables / Chapter 1. --- Hong Kong Population by Broad Area --- p.60 / Chapter 2. --- Hong Kong Population in New Towns --- p.60 / BIBLIOGRAPHY --- p.61

by Check Suk-Han & Lee Pak-Hang, Gordon. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1998. / Includes bibliographical references (leaves 91-92). / ABSTRACT --- p.iii / TABLE OF CONTENTS --- p.v / LIST OF ILLUSTRATIONS --- p.vii / LIST OF TABLES --- p.ix / ACKNOWLEDGEMENT --- p.x / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Objective --- p.3 / Approach --- p.4 / Chapter II. --- LITERATURE REVIEW --- p.6 / Database Marketing and the Loyalty Ladder --- p.7 / Building the Customer List --- p.11 / Segmentation of Customer list --- p.13 / Planning the Database --- p.21 / Using the Database --- p.25 / Managing the Database --- p.27 / Chapter IV. --- CASE STUDY --- p.29 / Background --- p.29 / Analysis --- p.30 / Designing the Database --- p.31 / Phase One - Building up the Customer List --- p.32 / Phrase Two - Enhancing the Database to Improve Customer Relationship --- p.38 / Phase Three- Analysis the Business --- p.41 / Impact to Current Business --- p.50 / Changes in business operation --- p.50 / Budget for Hardware/Software Requirement --- p.50 / Functional requirements --- p.51 / Managing the Database --- p.59 / Chapter V. --- THE CASE STUDY REVIEW --- p.62 / Facing Challenges --- p.64 / Fear of Change --- p.64 / Increased Workload --- p.64 / Limited Resources --- p.65 / Increased Costs --- p.65 / Lack of Skills --- p.65 / Difficult to Justify the Cost and Benefit --- p.66 / Changing Image --- p.66 / Recommendations to the Bookstore --- p.67 / Chapter VI. --- CONCLUSION --- p.68 / Limitations --- p.69 / Future Directions --- p.71 / APPENDIX --- p.73 / BIBLIOGRAPHY --- p.91