RESEACHING FACTORS AFFECTING CUSTOMER SATISFACTION WHEN SELECTING SERVICES AT RESORT SEPON QUANG TRI

DUY TAN UNIVERSITY INTERNATIONAL SCHOOL NGUYEN THI HOANG MY RESEACHING FACTORS AFFECTING CUSTOMER SATISFACTION WHEN SELECTING SERVICES AT RESORT SEPON QUANG TRI BUSINESS ADMINISTRATION THESIS Da Nang, 2022 MINISTRY OF EDUCATION AND TRANING DUY TAN UNIVERSITY INTERNATUINAL SCHOOL PSU DIVISION UNDERGRADUATE THESE RESEACHING FACTORS AFFECTING CUSTOMER SATISFACTION WHEN SELECTING SERVICES AT RESORT SEPON QUANG TRI MAJOR: BUSINESS ADMINISTRATION MENTOR: MBA TRAN TUAN DAT STUDENT: NGUYEN THI HOANG MY CLASS: K24 PSU-QTH2 ID NUMBER: 24202101991 Da nang, 2022 Factors affecting customer satisfaction when selecting services ABSTRACT The purpose of this study is to examine the effectiveness of customer needs assessment, internal, and methods to help the resort's service performance From there, make recommendations to help overcome existing difficulties, and at the same time promote the available advantages of Quang Tri Trading Joint Stock Company Data is collected using an online survey through Google Forms The sample includes 241 customers of Resort Sepon Software (SPSS) was used to test the influence of the independent variables on the dependent variable Descriptive analysis is used to analyze the background of the respondents, while inferential statistics (Regression Analysis) is used to analyze and test hypotheses The results from this study show that all factors have a significant influence on customer service Among the five independent variables that have a significant impact, the customer needs assessment is the strongest, so supporting the hypothesis is accepted This study was conducted at Resort Sepon, therefore the findings cannot be generalized to Resorts Future research is hoped to expand the scope of the current study to include more resorts in the country Factors affecting customer satisfaction when selecting services DISCLAIMER Under the direction and guidance of the School and the Instructors, I would like to assure you that I have completed the course in accordance with the time assigned at Sepon Resort in Quang Tri Province I would also like to assure you that this is a research project of my own conduct, with the support of the instructor, Mr Tran Tuan The research contents and results in this report are honest and have never been published in previous research works The data in the analysis, comments, reviews collected from various reliable sources stated in the research paper If I find any fraud, I take full responsibility before the Instructor and the School, as well as the results of my report Factors affecting customer satisfaction when selecting services ACKNOWLEDGEMENTS In order to carry out and complete this research project, I have received a lot of attention from the teacher, the internship unit – Sepon Resort of Quang Tri Trading Corporation Joint Stock Company I would like to express my sincere thanks to the teachers of The Faculty of Business Administration - Duy Tan University for their help and equipping me with knowledge during my time at the school, helping me to have a solid knowledge base to carry out this research well In particular, I would like to express my sincere thanks to Teacher Tran Tuan Dat for his dedication to guiding me throughout the internship to help me complete the topic in the best way Here I would also like to thank Quang Tri Trading Corporation, sepon resort staff for guiding, helping and creating all favorable conditions for me during my internship at the unit Sincerely thank the customers who enthusiastically cooperated throughout the investigation to collect data, helping me complete the research paper Once again, I would like to sincerely thank you for all the help above! Author Nguyen Thi Hoang My Factors affecting customer satisfaction when selecting services TABLE OF CONTENTS Factors affecting customer satisfaction when selecting services LIST OF TABLES LIST OF FIGURES Factors affecting customer satisfaction when selecting services CHAPTER 1: INTRODUCTION 1.1 Reasons to choose a topic The tourism industry in Vietnam is developing well compared to many other economic sectors in recent years Tourism is considered an important economy to help developing countries accelerate the goal of economic development, reduce poverty and improve the lives of the people, there by having the conditions to solve negative problems in society Following that trend, Vietnam's tourism industry in general and the hotel and resort business in particular have made great strides The remarkable development of the tourism industry has led to the birth of a series of hotels as well as resorts, exciting the tourism supply wall, so there have been more and more competitive aspects in the market With the current opportunities and risks, hotels and resorts must always improve and develop to attract and satisfy tourists, build themselves a strong private brand to create a superior competitive advantage in the market Customers are increasingly difficult to choose, the increasing demand for service quality is difficult to measure and is evaluated by the feeling of each customer, requiring hotels and resorts to understand their customers To bring the best satisfaction to customers The direct and prerequisite for the existence and success of the resort is the customer These services and products are best served to customers with the ultimate purpose of pleasing customers, creating a good impression in the customer's mind Customer satisfaction is a measure reflecting the quality of service the resort provides, understanding the thoughts and aspirations of customers will help the hotel maintain and develop its strengths, as well as overcome weaknesses from obtaining opinions, or customer complaints With diverse and rich tourism resources that still remain pristine and peaceful, Quang Tri province has soon determined the direction of tourism development of the province is to return to nature, with the environment, fresh and unspoiled secenary around, learn about life, feel culture and participate in activities with the indigenous population Although tourism in Quang Tri has not developed strongly, the provincial government has many policies to attract private and is making initial progress In particular, it is worth mentioning the continuous birth and development Factors affecting customer satisfaction when selecting services of Sepon Resort, contributing to enriching the tourism supply market of the province, bringing more options for tourists One of the biggest difficulties of the province in general and of Resort Sepon in particular is to satisfy increasingly demanding customers who decide to stay and feel satisfied about the services here Solving this difficult problem, requires each business in the restaurant - hotel industry to set the right business strategies, the coordination of all employees of the department, perfect all service processes, bring absolute satisfaction to customers "Customer is god"_ obtaining customer satisfaction is the key to the success of the business Especially for Sapon Resort in Quang Tri province, assessing the satisfaction level of customers will help Sepon overcome the limitations, build and constantly develop, contributing to bringing Sepon's image to close friends, accordingly developing the "young" tourism industry of the province That is why I chose the topic "Researching customer satisfaction when choosing services at SEPON QUANG TRI RESORT" 1.2 Research objectives The purpose of the project is to study the aspects of service quality that directly affect customers, thereby assessing the overall level of satisfaction when customers use the service to what extent, the strengths and weaknesses arising during the process of using the service at the Resort From there, the Sepon Resort review has achieved the 3-star standard Knowing the importance of customers to the survival of restaurant and hospitality businesses, the goal of this report is to describe and study the practicality of Resort Sepon, the strengths and weaknesses in the process of serving customers, from there come up with highly feasible solutions to perfect Sepon's image 1.3 STUDY SUBJECTS AND SCOPE OF RESEARCH 1.3.1 Study subjects The target audience of this study is the level of customer satisfaction Survey subjects: Customers over 18 years old, from 18 years old to 30 years old, from 30 years old to 45 years old, 45 years old or older 1.3.2 Scope of Study Factors affecting customer satisfaction when selecting services 10 Theory scope: Study customer satisfaction when using the service at Resort Sepon Time scope: The study took place from March to May 2022 Space scope: Research in Quang Tri province, primary and secondary data collection location at Sepon Resort, Quang Tri Trading Corporation Joint Stock Company, Sepon Resort - Cua Viet Beach, Cua Viet Beach, Cua Viet Beach, Gio Linh, Quang Tri 1.4 RESEARCH QUESTIONS 1.4.1 Research question: What are the factors affecting customer satisfaction when using services at Sepon Resort - Quang Tri? What is the level of influence of each factor? What solutions should Sepon Resort offer to better serve customers to retain customers, attract customers to achieve optimal benefits of the whole business? 1.5 RESEARCH METHODS 1.5.1 Qualitative research method Data of the qualitative method is collected through the method in-person or online interviews and secondary data that customers provide In-person or online interviews with open questions to gather information about the resort's service activities, strengths, weaknesses and factors affecting customer satisfaction when using the service at the Resort After qualitative research, completing a preliminary questionnaire, conducting a survey of 250 customers to get opinions, synthesize and adjust, supplement the factors affecting the level of satisfaction when customers use the service at the Resort to match the reality of Sepon Resort 1.5.2 Quantitative Research Method - Quantitative research is carried out with the method of investigating the interview or answering google form by questionnaire: the questionnaire after completion will be surveyed directly or online for each customer who has used the service at Sepon Resort to collect the full information to study 1.6 Chapter layout Factors affecting customer satisfaction when selecting services RESTAURANT DEPARTMENT SWIMMING POOL SERVICE Factors affecting customer satisfaction when selecting services SIGHTSEEING TOUR HIEN LUONG BRIDGE AND BEN HAI RIVER Factors affecting customer satisfaction when selecting services LANDMARK BAY TUNNEL Factors affecting customer satisfaction when selecting services QUANG TRI CASTLE Factors affecting customer satisfaction when selecting services VIETNAM'S BEACHES ... Factors affecting customer satisfaction when selecting services TABLE OF CONTENTS Factors affecting customer satisfaction when selecting services LIST OF TABLES LIST OF FIGURES Factors affecting customer. .. EDUCATION AND TRANING DUY TAN UNIVERSITY INTERNATUINAL SCHOOL PSU DIVISION UNDERGRADUATE THESE RESEACHING FACTORS AFFECTING CUSTOMER SATISFACTION WHEN SELECTING SERVICES AT RESORT SEPON QUANG TRI. .. model with factors as follows: Factors affecting customer satisfaction when selecting services 32 Figure 2.5: Research model to the point of customer satisfaction when using Sepon Quang Tri Resort