author(s)
Kazimierz Wackowski, Nguyen Minh Duc and To Thi Kim Hong

abstract
With strong competition and globalization trends like today, customers are faced with countless products, brands, prices, suppliers, etc. Businesses that want to survive and develop need to. Customer-oriented and customer-centric, bringing the highest value to customers. When customers have more demands on satisfying their needs, businesses need to have a strategy to develop close relationships with customers, which is also a way to maintain existing customer loyalty and build relationships with potential customers. AEON Vietnam is a supermarket system from Japan. Through research, thoroughly understand the needs and habits of customers, approach and communicate with customers, manage customer information in the most systematic and effective way in order to offer the best products and services, the most suitable service that meets the needs and wants of the market.