Research background
Customer loyalty is crucial for business success, as retaining existing customers is often more profitable than acquiring new ones (John, Katherine & Libai, 2003; Liz Lee-Kelley, Gilbert & Mannicom, 2003) This is particularly relevant in Vietnam's saturated telecommunication market, where customer loyalty serves as a competitive advantage for organizations striving to thrive Various models, including Servqual, Servperf, ACSI, and ECSI, are utilized globally to measure customer loyalty effectively.
The Vietnamese telecommunications market is dominated by three major players: Viettel, Mobifone, and Vinaphone, which collectively hold over 95% market share Unlike three to five years ago, the focus has shifted from merely attracting new customers to retaining existing ones, making customer loyalty a critical factor for service providers' survival and growth Research into customer loyalty and its determinants, such as perceived service quality, has become increasingly important While several studies have explored customer satisfaction in Vietnam's telecommunications sector using established models like Servqual and Servperf, none have directly addressed customer loyalty Globally recognized models such as the American Customer Satisfaction Index (ACSI) and the European Customer Satisfaction Index (ECSI) have been successfully adapted in the telecommunications industry, highlighting the need for similar approaches in Vietnam.
The ACSI/ECSI model is considered well-established tool (Gronholdt, Kristensen,
Numerous researchers worldwide utilize the American Customer Satisfaction Index (ACSI) and the European Customer Satisfaction Index (ECSI) as effective tools for measuring customer satisfaction and loyalty across various industries, including insurance, telecommunications, retail banking, and public services (Martensen, 2000; Cassel & Jan, 2001; Vilares & Pedro, 2003) These indices have been widely adopted in both American and European markets, as well as in Asian countries like Iran, Singapore, and South Korea, demonstrating their versatility and effectiveness in diverse sectors (Kaveh, Seyed & Ghaedi, 2012; Yew-Wing & Bellman, 2008; Chun-Seon, Soung-Hie, & Joon-Young, 2006).
The ACSI/ECSI models are effective tools for measuring customer satisfaction, but contemporary factors such as service customization and communication significantly influence customer loyalty across various industries This research specifically examines customer loyalty within Vietnam's telecommunication sector, utilizing the ACSI/ECSI framework alongside modifications from Pedro & Jürg Henseler (2012) and Ball, Pedro & Machas (2003) In Vietnam, where relationships and empathy play crucial roles in business, these factors warrant empirical investigation to understand their impact on customer loyalty The findings can serve as valuable insights for telecommunication managers aiming to enhance customer loyalty strategies.
In Vietnam, perceived service quality within telecommunication organizations remains a significant issue, as it is a crucial factor influencing customer loyalty (Santouridis & Trivellas, 2010; Hyung, 2010) While the ACSI/ECSI models primarily assess customer loyalty through customer satisfaction and corporate image (Ball, Pedro & Machas, 2003, p 1273), they overlook the direct relationship between perceived service quality and customer loyalty Therefore, it is essential to empirically examine this relationship within the Vietnamese telecommunication sector.
Research objectives
Based on background and problems above, objectives of this research are:
- Identify the impact of newly developed factors that did not exist in original ACSI/ECSI model such as : service customization and communication on customer loyalty
- Identify the directly impact of perceived service quality on customer loyalty based on ACSI/ECSI model
- To recommend strategies for VietNamese telecommunication organizations in increasing their customer loyalty.
Scope of this research
This research focuses on customers that are using telecommunication services in Viet Nam, respondents are customers who are using telecommunication service providers from operators such as: Mobifone, Vinaphone, Viettel.
Research method
The author employed a convenience sampling method for the survey, focusing exclusively on participants who utilize telecommunication services in Vietnam To effectively reach the target sample, the author leveraged personal connections to engage potential participants.
The research employs SPSS 17.0 software to analyze data, focusing on reliability, validity, and data reduction To assess the reliability of the measurement scale, Cronbach’s alpha method is utilized Validity is tested through Exploratory Factor Analysis (EFA), which also aids in data reduction Additionally, the study examines the relationships between variables using Simple Linear Regression (SLR) and Multiple Linear Regression (MLR).
Research structure
Chapter 1: Introduction Research introducing will give the overview information of the research
Chapter 2: Literature Review and Hypotheses examines the theoretical foundations of customer loyalty, service customization, communication, and perceived service quality, exploring their interrelationships Additionally, this chapter outlines the research model and the hypotheses that will be tested in this study.
Chapter 3: Research method: This chapter present research conceptual framework, measurement instrument, method of data collection and method of data analysis
Chapter 4: Data analysis and results: This chapter will show the results of questionnaire survey
In Chapter 5, the conclusion and implications of the research are discussed, highlighting strategies for marketers and managers in the telecommunications sector to enhance customer loyalty This chapter outlines the scope and limitations of the study, offering insights on the correct application of the research findings and suggestions for future development in this area.
LITERATURE REVIEW
Introduction
This chapter examines key theories and relevant studies related to variables crucial for this research, including customer loyalty, perceived service quality, service customization, and communication Additionally, it presents hypotheses and a model that will be evaluated throughout the study.
Literature review
Customer loyalty topic has been measured by practitioners many years ago and concept of loyalty construct has evolved and developed over years Caruana
Customer loyalty encompasses the repurchase of services, customer perceptions, and attitudes towards those services Customers are likely to return to service providers when they require their offerings, and positive attitudes can lead to word-of-mouth recommendations Additionally, cognitive evaluations of services contribute to affective loyalty, although some biases may influence these perceptions, as noted by Gremler & Stephen (2002).
Customer loyalty is defined by the extent to which individuals consistently repurchase from a service provider, maintain a favorable attitude towards the provider, and prefer to use this provider exclusively when their service needs arise.
Customer loyalty is defined as the attitude of customers to maintain an ongoing relationship with a service provider, grounded in their experiences (Czepiel & Gilmore, 1987, as cited in Lee & Cunningham, 2001, p.116) It also encompasses customers' intentions to continue using services from their current provider, influenced by past experiences and expectations for future interactions (Lee & Cunningham, 2001, p.116).
According to the ACSI and ECSI models, perceived service quality is defined as the assessment of the market served in relation to recent consumption experiences (Fornell et al., 1996) This model comprises two components: the quality of services or products from the customer's perspective and the features of the service, such as after-sales support, guarantees, and documentation These two elements are often referred to as "hardware quality" and "software quality" (Marie-Paule et al., 2000).
Perceived service quality is defined as the evaluation made by customers based on their experiences with a service compared to their expectations (Caruana, 2002) According to Parasuraman, Zeithaml, and Berry (1988, as cited in Saif, 2012), it reflects consumers' overall judgment of a business's excellence This concept serves as a critical metric for assessing how well services meet customer expectations.
The same definition is defined by Jiang & Wang‟s study (2006, as cited in Saif,
2012, p.69) “perceived service quality is the consumer‟s evaluation of the service performance received and how it compared with their expectation” and
Perceived service quality is defined as the evaluation and experience customers have regarding a firm's service, influenced by their feelings and memories rather than specific service attributes (Saif, 2012) It represents the gap between consumers' perceptions and their expectations (Parasuraman, Zeithaml & Berry, 1988) According to Saif (2012), the formula for perceived service quality can be expressed as: Perceived Service Quality = Service Perception - Service Expectations.
In the original ACSI and ECSI models, customer satisfaction serves as a mediator between perceived service quality and customer loyalty; however, this study reveals a misunderstanding among Vietnamese telecommunications customers regarding the distinction between perceived service quality and customer satisfaction Interviews indicate that customers often conflate these two concepts, highlighting the need for clearer differentiation in this context.
Numerous empirical studies indicate that perceived service quality is crucial for a company's profitability and significantly influences customers' repurchase intentions (Hyung, 2010) Research by Simon, Auh, and Smalley (2005) confirms that both technical and functional service quality positively affect customer loyalty This relationship is supported by various studies, including those by Bloemer, Ruyter & Wetzels (1998), Aydin & ệzer (2005), and others In the telecommunications sector, perceived service quality has been shown to have a direct impact on customer loyalty, making it a major predictor in this market (Santouridis & Trivellas, 2010; Hyung, 2010).
Drawing from theories, empirical research, and customer interviews, the author has opted to eliminate the satisfaction factor from the original model, focusing instead on the direct correlation between perceived service quality and customer loyalty.
Hypothesis H1: “Perceived service quality has a positive impact on customer loyalty”
There is some confusion about service customization and service personalization, but in this research, the literature of customization and personalization can be used as the same meaning
In today's digital age, customers are increasingly demanding, prompting many service companies to adopt service customization as a strategy for gaining competitive advantages Customization has historically been a hallmark of products and services when marketers leverage personalization effectively (Ball, Pedro, & Vilares, 2006) According to Pedro & Jürg Henseler (2012), the recognition of product and service differentiation as a key source of competitive advantage has grown significantly among scholars and practitioners The essence of differentiation lies in identifying profitable market segments and creating tailored products and services that meet the specific needs of these segments Customization takes this a step further, emphasizing the degree to which a company's offerings are adapted to satisfy diverse customer requirements (Eugene, Fornell & Roland, 1997) Organizations aim to fulfill customer needs with the resources available to them, as noted by Tapscott (1997, cited in George & David, 1999), highlighting the importance of engaging in dialogue and personalizing offerings to meet individual requirements.
Personalization significantly impacts customer satisfaction and loyalty, as emphasized by Peppers & Rogers (1993, as cited in Ball, Pedro & Vilares, 2006) By focusing on individual customer needs, organizations can provide superior service that enhances the overall transaction experience and fosters long-term relationships (Ball, Pedro & Vilares, 2006) Customized services that exceed customer expectations lead to higher satisfaction levels, and as Wang et al (2010) suggest, high levels of customization—achieved through understanding latent needs and offering tailored solutions—can further enhance customer loyalty.
Ostrom and Iacobucci (1995) highlight that customization serves as an indicator of high service quality Additionally, Ennew and Binks (1996, as cited in Pedro & Jürg Henseler 2012, p 334) provide empirical evidence supporting the idea that customization in the service delivery process is a crucial dimension of service quality.
Customers are likely to remain with their current service provider when the switching costs are high or when the allure of alternative options fails to surpass the benefits of their existing supplier's offerings (Pedro & Jürg Henseler, 2012) Customization plays a crucial role in creating these switching costs, as it necessitates mutual investment in the relationship; customers must articulate their needs, while suppliers invest effort to meet those requirements (Pedro & Jürg Henseler, 2012, p 335) This dynamic results in a loss of economies of scale in customization (Pedro & Jürg Henseler, 2012, p 335) As the attractiveness of current offers rises, the appeal of alternatives diminishes, leading to increased switching costs or setup costs (Thomas, Judy & Mahajan, 2003) Consequently, when customers consider switching suppliers, they must invest time in training new providers, fostering a concept known as "retention equity" (Rust, Zeithaml & Lemon, 2000) that ultimately contributes to customer loyalty (Ball, Pedro & Vilares, 2006).
Hypothesis H2: “Service customization has a positive impact on perceived service quality”
Hypothesis H3: “Service customization has a positive impact on customer loyalty”
Effective communication is essential for fostering positive interactions with customers and enhancing their experience According to Ball, Pedro, and Machas (2004), communication encompasses various forms, including personalized letters, direct mail, website interactions, and in-person exchanges with service personnel throughout the service process This multifaceted approach to communication plays a crucial role in driving customer satisfaction and loyalty, as emphasized by Nolan (1999).
Effective communication plays a crucial role in shaping customer beliefs and attitudes, significantly enhancing satisfaction and loyalty (MacStravic, 1987, as cited in Dawn Bendall-Lyon & Thomas, 2003, p.591) However, this communication is often one-sided, lacking the interactive element of "customer dialogue" as defined by Bruhn & Michael (2000, p.1024) Instead, it primarily flows from service organizations to customers, without reciprocal engagement (Ball, Pedro & Machas).
2004, p.1277) There are many evidences that show communication has a highly impact to customer loyalty and satisfaction (Ball, Pedro & Machas, 2004), and
Model and Hypotheses
Based on the literature review, author develops hypotheses and theoretical framework of the model:
Perceived service quality Customer loyalty
H1: Perceived service quality has a positive impact on customer loyalty
H2: Service customization has a positive impact on perceived service quality H3: Service customization has a positive impact on customer loyalty
H4: Communication has a positive impact on customer loyalty
Summary
This chapter explores the connections between service customization and perceived service quality, as well as the interplay between service customization, communication, and customer loyalty Building on the ACSI/ECSI model, often referred to as the ACSI/ECSI extended model, this research highlights that while the original model does not establish a direct link between perceived service quality and customer loyalty, the author posits that such a relationship exists in this study.
RESEARCH METHODOLOGY
Introduction
This chapter elaborates on the research process, detailing the operationalization of measurement scales It includes information on the sample size and approach used in the main survey, as well as the data cleaning methods applied post-survey Additionally, the chapter discusses the design of the questionnaires and the outcomes of the pilot process Finally, it outlines the methodology employed for data analysis in this research.
Research process
This part showed a flowchart of methods used in this research, this chart will also outline steps in this chapter.
Operationalization of measurement scales
This proposal is primarily based on the American Customer Satisfaction Index (ACSI) and the European Customer Satisfaction Index (ECSI), incorporating elements from the extended ECSI model The indicators utilized to assess perceived service quality draw from the research of Pedro, Jürg Henseler (2012), and Turel & Serenko.
Proposed research model and hypotheses
(2006) and Tung (2010) Customer loyalty factor was measured by indicators that have been used in Pedro, Jửrg Henseler (2012), Fornell, Johnson, Anderson, Cha
& Bryant (1996), Marie-Paule, Anne de la Foye, Carole & Michel (2000), Makam
The main factors of the American Customer Satisfaction Index (ACSI) and the European Customer Satisfaction Index (ECSI) have been extensively measured across various countries, including those in Asia, and across multiple industries, particularly in the telecommunications sector.
Service customization was evaluated using the frameworks established by Pedro & Jürg Henseler (2012) and Ball, Pedro, & Vilares (2006) Communication indicators were derived from the work of Ball, Pedro & Machas (2004) A five-point rating scale, ranging from 1 (lowest) to 5 (highest), was employed to assess these indicators A detailed list of the indicators utilized in the measurement model is presented in the table below.
CUS01 My service provider offers me products and services that satisfy my specific needs (totally disagree to totally agree)
CUS02 My service provider offers products and services that I couldn‟t find in another company (totally disagree to totally agree)
CUS03 If I changed between service provider I wouldn‟t obtain products and services as customized as I have now (totally disagree to totally agree)
When assessing a company's offerings, it is crucial to evaluate the quality of its products and services, ranging from very low to very high Additionally, the reliability of these products and services plays a significant role in customer satisfaction, similarly measured on a scale from very low to very high The diversity of the product and service range is also important, as it indicates the company's ability to cater to various needs Furthermore, the overall global quality of the company should be considered, as it reflects its standing in the market Finally, how well the company meets personal requirements can greatly influence consumer perception, also assessed on the same scale.
Communication COM09 I have an easy and satisfactory relationship with my service provider (totally disagree to totally agree)
COM10 The service provider keeps me constantly informed of new products and services that could be in my interest (totally disagree to totally agree)
COM11 Personal service and advice of my service provider (very low to very high) COM12 Clearness and transparency of information provided by service provider (very low to very high)
Loyalty LOY13 Probability to choose “my service provider” again when buying new product or service (very unlikely to very likely)
LOY14 Probability to recommend “my service provider” if a friend or a colleague asked for your advice (very unlikely to very likely)
When considering a switch to a competitive provider that offers the same range and quality of services, it's essential to evaluate how much lower their prices need to be compared to your current provider The price difference required for you to make a change can vary significantly, ranging from very low to very high.
LOY16 Intentions to stay loyal to “my service provider”
Questionnaire Design
Questionnaires for this survey were based on ACSI and ECSI models from Pedro
In a study by Jürg Henseler (2012), Turel & Serenko (2006), and the extended ECSI model from Ball, Pedro & Machas (2004) and Ball, Pedro & Vilares (2006), the researchers modified and refined their questionnaires based on insights gained from customer interviews A total of 10 respondents—comprising 3 from Mobifone, 3 from Viettel, 3 from Vinaphone, and 1 from Sfone—were interviewed to assess their understanding of the translated questionnaires in Vietnamese This process allowed respondents to provide valuable recommendations and suggestions, ensuring that the questionnaires were clear and easily comprehensible Ultimately, the author compiled and finalized the questionnaire table based on the feedback received from these customers.
The questionnaire was structured into three main sections: Part 1 gathered general information about customers, including their primary service operator and the duration of their usage Part 2 featured 16 statements derived from the ECSI and Extended ECSI instruments, with responses measured on a 5-point Likert scale from "strongly agree" to "strongly disagree."
(5) to strongly disagree (1) to measure customer perceptions o Part 3 was general demographic of the participants including Age, Sex, Martial status, Occupation.
Pilot study
A convenience sample of 80 questionnaires was distributed and collected using Google Docs, which allowed for automatic recording of responses The author initially tested the reliability of the instrument by calculating Cronbach's alpha coefficient and subsequently rejected unrelated items, identifying structural and content issues within the questionnaires An Exploratory Factor Analysis (EFA) was conducted to assess the uni-dimensionality, convergent, and discriminant validity of the measurement scale Following the pilot study, the refined questionnaires were then utilized for a larger survey.
Results of Pilot test proved the good design of questionnaires, and they were used in main survey
Cronbach‟s alpha was computed for each dimension of the model
Table 2: Results of Cronbach’s alpha for dimension Customization (pilot test):
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
X Offers products and services that satisfy my specific needs
X Offers products and services that I couldn‟t find in another company
If I changed I wouldn‟t obtain products and services as customized as I have now
According to results of Cronbach‟s alpha for customization dimension from table
2 above, Cronbach‟s Alpha was ,829 and with Cronbach‟s alpha coefficient in range [,70-,80] the measurement scale for this dimension had a good reliability(Nguyen, 2011).(Check more detail at Appendix B1-Reliability Test)
Table 3: Results of Cronbach’s alpha for dimension Perceived Service Quality
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Quality of X‟s products and services is totally good
X has a reliability of products and services 14,02 8,796 ,585 ,859
X has a diversity of products and services 13,96 8,121 ,657 ,843
X‟s services meet my personal requirements 13,84 7,933 ,716 ,827
According to results of Cronbach‟s alpha for Perceived Service Quality from table
2 above, Cronbach‟s Alpha was 0,864 and with Cronbach‟s alpha coefficient was greater than 0,8 this measurement scale had a very good reliability (Check more detail at Appendix B1-Reliability Test)
Table 4: Results of Cronbach’s alpha for dimension Communication (pilot test):
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Have an easy and satisfactory relationship with X
X keeps me constantly informed of new products and services that could be in my interest
Personal service and advice of X is totally good
Clearness and transparency of information provided by X
According to results of Cronbach‟s alpha for communication dimension from table
4 above, Cronbach‟s Alpha was 0,821 and with Cronbach‟s alpha coefficient in range [,70-,80] this measurement scale had a good reliability (Check more detail at Appendix B1-Reliability Test)
Table 5: Results of Cronbach’s alpha for dimension Loyalty (pilot test):
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
X again if buying new product
Probability to recommend X if required
How much should prices be lower than
X's price to change current provider
Intentions to stay loyal to X 9,86 6,817 ,443 ,706
The loyalty dimension demonstrated acceptable reliability with a Cronbach's alpha of 0.724, falling within the range of 0.6 to 0.7 Additionally, three items showed Cronbach's alpha if item deleted coefficients lower than 0.724, while their corrected item-total correlation coefficients were greater than 0.5, indicating their suitability for retention in the measurement scale.
The likelihood of selecting product X again when purchasing a new item was slightly below 0.5, indicating a modest probability Despite this, the author deemed it significant for assessing this aspect and opted to include all related items in the main survey for measurement.
Main survey
The sampling procedure used by the author was convenience sampling The participants were restricted to those who used mobile telephone service and limited in Viet Nam geography
Hair, Aderson, Tatham& Black (1995) argued that the minimum sample size for statistical analysis is based on the equation below:
N is sample size k is number of variables
With 16 independent variables in this study, the minimum sample size for this study is N>=5*16= 90
Moreover according to Tabachnick & Fidell (1996), number of sample that is appropriate for regression analysis is
N is sample size k is number of independent variables
This study have 3 independent variables, so the minimum sample size for this study is N>=8*3+50= 74
Based on the information presented, the author has chosen to distribute 200 questionnaires using convenience sampling methods, including email, mail, chat, and direct interactions with respondents By engaging directly with participants, the author anticipates achieving a response rate of 90%.
The sampling procedure used by the author was convenience sampling through survey, according to Tull & Hawkins (1987) survey research has been the most common method for researchers to collect data
The participants were restricted to those at the research site who used the telecommunication services in Viet Nam
The author leveraged personal relationships to effectively reach the target sample, utilizing a vast network of contacts, many of whom have experience with telecommunication services, thereby facilitating easy access to respondents.
The respondents consisted of friends, colleagues, and partners who had a direct relationship with the author To ensure quicker responses, the author utilized various methods, including phone calls, chat prompts, and direct meetings.
Respondents could reply directly through email, mail, transferred through chat like: Yahoo, Skype and gave back directly to author
Beside of issuing questionnaires through email, author has also used Google Doc to create a questionnaires table with content is the same as content of softcopy and hardcopy version
Google Doc created a link, customers after accessing this link and complete questionnaires, results were recorded automatically in Google Docs
In this time, author also checked with participants through calling in order to explain and help participants answer correctly.
Methodology of data analysis
The author utilized Cronbach's alpha to assess the reliability of measurement scales, computing the coefficient to evaluate the internal consistency of the items According to Nunnally (1978), a Cronbach's alpha value above 0.7 indicates acceptable reliability In this study, Exploratory Factor Analysis (EFA) was primarily employed for data reduction and to test the validity of the measurement scale, focusing on both discriminatory and convergent validity (Nguyen, 2011) Additionally, the author conducted simple and multiple linear regression analyses to examine the relationships between variables.
This chapter outlines the research methodology, detailing the sample size of 200 participants and the design of the questionnaires It explains the data analysis methods, including the use of Cronbach's alpha to assess the reliability of the measurement scale and exploratory factor analysis (EFA) for validity testing and data reduction Additionally, simple and multiple linear regression methods were employed to test the research hypotheses.
This chapter provides a comprehensive overview of the data analysis process, including a summary of the sample information It utilizes Cronbach's Alpha to assess the reliability of measurement scales and employs Exploratory Factor Analysis (EFA) for validating these scales and facilitating data reduction Additionally, it identifies new factors for regression analysis Simple linear regression examines the relationship between service customization and perceived service quality, while multiple linear regression explores the interconnections among service customization, communication, perceived service quality, and customer loyalty.
Data cleaning
The author refined the results by excluding questionnaires from participants who did not utilize services from the three major operators: Viettel, Mobifone, and Vinaphone This decision was based on the finding that only three respondents were not using these providers, rendering their responses statistically insignificant.
The author excluded responses from participants under eighteen years old after reviewing the results, as recent regulations in Vietnam require telecommunication users to register their personal information, including name and ID.
So if users are under eighteen and want to use their number legally, they had to register by their parent information…
The author meticulously filtered valid samples by evaluating respondents' attitudes towards the questionnaire Many participants did not concentrate on providing thoughtful answers, leading to the exclusion of samples where over ninety percent of responses were identical, such as consistently selecting values like 1 or 5.
Many bias responses from respondents are also excluded in this research.
Sample description
After 2 weeks,190 respondents responded and author filtered responses from respondents through data cleaning process, after excluded invalid results, total samples remaining were 138, this number of sample was suitable for measuring items because this research had16 items (check more detail at 3.6.2 for suitable sample size)
In 138 valid responses, 102 respondents were from 18 to 30 years old (73.9%) and
A survey of 138 respondents revealed that 26.1% were aged between 31-45 years, with a gender distribution of 53.6% male and 46.4% female In terms of marital status, 60.1% of participants were single while 39.9% were married Regarding the duration of service usage, 5.1% had used services for under a year, 10.9% for 1-3 years, and a significant 84.1% for over 3 years Among the service providers, 63.8% of respondents used Mobifone, 9.4% used Vinaphone, and 26.8% used Viettel Additionally, 83.3% of participants were staff members, 13% held management positions, and 3.6% were business owners.
Variables Characteristics Percentage Sample No
Reliability test
The author employed Cronbach's coefficient alpha analysis to evaluate the internal consistency of the modified model, aiming to demonstrate the reliability of the scales used for measuring the factors in this research.
Table5-8 below presented the value of Cronbach‟s alpha coefficients for each item in the measurement scale in main survey
Table 7: Results of Cronbach’s alpha for dimension Customization (main survey):
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
X Offers products and services that satisfy my specific needs
X Offers products and services that I couldn‟t find in another company
If I changed I wouldn‟t obtain products and services as customized as I have now
The results from Cronbach's alpha analysis indicate that the measurement scale demonstrated good reliability, with a coefficient of 0.742, falling within the acceptable range of [0.7, 0.8] Notably, the Cronbach's Alpha if Item Deleted for the last two items was lower than 0.742, while the Corrected Item-Total Correlation for three items exceeded 0.5 Although the item “X Offers products and services that satisfy my specific needs” had a correlation slightly below 0.5, its Cronbach's Alpha if Item Deleted was marginally above 0.742, highlighting its significance in measuring customization Therefore, the author confirms that the measurement scale is reliably acceptable, and all items were retained for subsequent analyses.
Table 8: Results of Cronbach’s alpha for dimension Perceived Service Quality (main survey):
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Quality of X‟s products and services is totally good
X has a reliability of products and services 13,64 9,167 ,650 ,842
X has a diversity of products and services 13,58 9,326 ,621 ,849
X‟s services meet my personal requirements 13,48 8,616 ,734 ,821
The results of Cronbach's alpha analysis indicate a strong reliability for the measurement scale, with a coefficient of 0.863, exceeding the threshold of 0.8 Furthermore, the Cronbach's Alpha if Item Deleted values for all five items were lower than 0.863, while the Corrected Item-Total Correlation coefficients were all greater than 0.5 This confirms that the measurement scale for this dimension is reliable, and all items will be retained for subsequent analysis.
Table 9: Results of Cronbach’s alpha for dimension Communication (main survey):
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Have an easy and satisfactory relationship with X
X keeps me constantly informed of new products and services that could be in my interest
Personal service and advice of X is totally good
Clearness and transparency of information provided by
The results from Table 7 indicate that Cronbach's Alpha coefficient for all dimensions is 0.784, falling within the acceptable range of [0.7-0.8], which demonstrates good reliability for the measurement scale Additionally, the Cronbach's Alpha if Item Deleted coefficients for all three items were lower than 0.784, further supporting the scale's reliability.
The total correlation coefficient for four items exceeded 0.5, demonstrating that the measurement scale for this dimension possesses strong reliability Consequently, all items were retained for subsequent analyses and were not excluded during the reliability testing phase.
Table 10: Results of Cronbach’s alpha for dimension Customer loyalty (main survey):
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Probability to choose X again if buying new product
Probability to recommend X if required
How much should prices be lower than X's price to change current provider
Intentions to stay loyal to X 9,36 7,063 ,564 ,742
The results from Table 8 indicate that Cronbach's Alpha coefficients for all dimensions is 0.777, falling within the range of 0.7 to 0.8, which demonstrates good reliability for the measurement scale.
The reliability analysis revealed that the Item Deleted coefficients for all four items were below 0.777, while the Corrected Item-Total Correlation coefficients for three items exceeded 0.5 This indicates that the measurement scale for this dimension demonstrates strong reliability, leading the author to retain all items for the reliability test.
Factor analysis
The Exploratory Factor Analysis (EFA) method is primarily utilized for data reduction and assessing the validity of measurement scales, including both discriminatory and convergent validity (Nguyen, 2011) In this study, the author employed the Principal Axis Factoring (PAF) extraction method along with Promax rotation, as it provided a more accurate representation of the data structure compared to the Principal Component (PC) method with Varimax rotation (Nguyen, 2011).
There are many requirements for researchers before using EFA
Barlett‟s and KMO‟s test: Table KMO and Bartlett's Test 1 st (Appendix B-B2: EFA Testing) showed results for Barlett and KMO Test
KMO valued was 0,870>0,50 and p value of Barlett‟s test was< 0,05 indicated that factor analysis was relevant for this study
The Total Variance Explained for the 1 st run in table Total Variance Explained 1 st
(Appendix B-B2: EFA Testing) showed that how many factors extractions: there are 4 factors extracted These 4 factors explained more than 66% of data variance
Table 11 presents the factor loadings for each item across different factors, highlighting the weights and correlations between the variables and their respective factors.
Table 11: Results of EFA testing (1 st )
X Offers products and services that satisfy my specific needs ,307 ,563
X Offers products and services that I couldn‟t find in another company ,790
If I changed I wouldn‟t obtain products and services as customized as I have now ,760
Quality of X‟s products and services is totally good ,577
X has a reliability of products and services ,496
X has a diversity of products and services ,897
X‟s services meet my personal requirements ,841
Have an easy and satisfactory relationship with X ,379 ,346
X keeps me constantly informed of new products and services that could be in my interest ,580
Personal service and advice of X is totally good ,923
Clearness and transparency of information provided by X ,639
Probability to choose X again if buying new product ,648
Probability to recommend X if required ,718
How much should prices be lower than X's price to change current provider ,722
Intentions to stay loyal to X ,424 ,377
Extraction Method: Principal Axis Factoring
Rotation Method: Promax with Kaiser Normalization a Rotation converged in 6 iterations
The author has decided to remove the items "Have an easy and satisfactory relationship with X" and "Intentions to stay loyal to X" from the research due to their low factor loadings, which are below 0.45, and their cross-loading between factors These items were not deemed essential for the factors they were associated with, and their removal will not significantly impact the research's objectives Additionally, the item "X Offers products and services that satisfy my specific needs" also exhibited cross-loading between factor 1 and another factor.
Despite having a factor loading of 0.496, which is below the 0.5 threshold, the item "X has a reliability of products and services" was retained in the model due to its significant content relevance and lack of cross-loading Additionally, another item loaded at a factor of 4, exceeding the threshold of factor 1 (> 0.2), prompting the author to maintain its inclusion for its important content feature.
The second run for EFA with model deleted variables above showed some results, see in table KMO and Barlett‟s Test 2 nd (Appendix B-B2: EFA Testing)
KMO value was 0,838 so using EFA is good (Nguyen, 2011) and Barlett‟s test value p< 0,05 so indicated that EFA was relevant for new model
The results from the second run of the Total Variance Explained, as detailed in Appendix B-B2: EFA Testing, indicate that four factors were extracted, collectively accounting for over 68% of the data variance.
When factors were correlated, sums of squared loadings could not be added to obtain a total variance
Table 12 presents the factor loadings for each item associated with different factors, illustrating the weights and correlations between the variables and factors.
Table 12: Results of EFA testing (2 nd )
X Offers products and services that satisfy my specific needs ,570
X Offers products and services that I couldn‟t find in another company ,782
If I changed I wouldn‟t obtain products and services as customized as I have now ,761
Quality of X‟s products and services is totally good ,585
X has a reliability of products and services ,511
X has a diversity of products and services ,839
X‟s services meet my personal requirements ,820
X keeps me constantly informed of new products and services that could be in my interest ,593
Personal service and advice of X is totally good ,865
Clearness and transparency of information provided by
Probability to choose X again if buying new product ,643
Probability to recommend X if required ,736
How much should prices be lower than X's price to change current provider ,652
The results from Table 12 indicate that the Exploratory Factor Analysis (EFA) identified four distinct factors, each comprising specific variables The cross-loading of variables between these factors exceeded 0.2, confirming acceptable discriminant validity This outcome aligns with the theoretical framework and assumptions proposed by the author.
After running EFA, author assigned name for these 4 factors, detail as table below:
X Offers products and services that satisfy my specific needs
X Offers products and services that I couldn‟t find in another company
If I changed I wouldn‟t obtain products and services as customized as I have now
Quality of X‟s products and services is totally good
X has a reliability of products and services
X has a diversity of products and services
X‟s services meet my personal requirements
X keeps me constantly informed of new products and services that could be in my interest Personal service and advice of X is totally good
Clearness and transparency of information provided by X
Probability to choose X again if buying new product
Probability to recommend X if required
How much should prices be lower than X's price to change current provider
To facilitate subsequent analyses, including simple and multiple linear regression, the author developed four new variables: CUSTOMIZATION, QUALITY, COMMUNICATION, and LOYALTY These variables were calculated using the summary method in SPSS, following the guidelines set forth by Nguyen (2011), rather than relying on the automatic method provided by the software.
Beside that author also tested reliability of new variables Results from tables below showed that variables with items deleted (COMMUNICATION and LOYALTY) also satisfied reliability test
Table 14: Results of Cronbach’s alpha for new dimension Communication: Reliability Statistics
Cronbach's Alpha Based on Standardized
Scale Mean if Item Deleted
Scale Variance if Item Deleted
X keeps me constantly informed of new products and services that could be in my interest
Personal service and advice of X is totally good
Clearness and transparency of information 6,03 2,481 ,584 ,344 ,674
Table 15: Results of Cronbach’s alpha for new dimension LOYALTY:
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Probability to choose X again if buying new product
Probability to recommend X if required
How much should prices be lower than X's price to change current provider
Correlation and Regression
Before starting regression analysis to test hypotheses and checking the relationships between independent quantitative factors such as:
The study analyzed the relationship between four key factors: customization, quality, communication, and loyalty, utilizing correlation analysis with the Pearson coefficient The results demonstrated a significant correlation at the 0.01 level (2-tailed), indicating a strong linear relationship between these quantitative variables The Pearson coefficient (r) effectively measures the degree of association between the factors, highlighting the importance of these elements in fostering customer loyalty.
Table Correlations (Appendix B-B3: Correlation Analysis) showed the results of correlation analysis
With significant was at 0.01 level, author confirmed that all 3 independent factors have a significant correlation with dependent factor: CUSTOMIZATION- LOYALTY: 0.380, QUALITY-LOYALTY:0.511, COMMUNICATION- LOYALTY: 0.393
All three factors demonstrated a significance level of 0.000, which is below the 0.005 threshold, reinforcing the previous conclusion Consequently, the author proceeded with the regression analysis.
All regression assumptions were satisfied (check more detail at Appendix B-B4, B5), so using multiple linear regression for regression analysis was acceptable
Multiple Linear Regression (MLR) was used to test affection of multiple independent quantitative variables to dependent quantitative variable (Nguyen,
2011) Author also used MLR to test hypotheses in this research
The table Model Summary (Appendix B-B3: Regression Analysis 1) showed model summary when running MLR:
1 ,571 a ,326 ,311 2,20612 ,326 21,603 3 134 ,000 a Predictors: (Constant), CUSTOMIZATION, COMMUNICATION, QUALITY b Dependent Variable: LOYALTY
The analysis revealed an R Square value of 0.326 and an Adjusted R Square of 0.311, indicating that the independent variables accounted for over 31% of the variance in the dependent variable Additionally, the F test results from the ANOVA table (sig=0.000) confirmed that the multiple linear regression (MLR) model was appropriate for this study.
The table Coefficients (Appendix B-B4: Regression Analysis 1) showed the results of Coefficients Of Regression Analysis
Standa rdized Coeffi cients T Sig
Parti al Part Toler ance VIF
Based on that author could write the Regression Equation as following:
(This equation used standardized coefficients from table 17 above)
The analysis of the Coefficients table confirms a positive relationship between QUALITY, CUSTOMIZATION, and COMMUNICATION with customer LOYALTY, with all three factors being significant in the study Although the COMMUNICATION factor has a p-value of 0.060, which is greater than 0.05 but less than 0.1, it still provides partial support for the hypothesis The QUALITY factor exhibits the strongest positive relationship with LOYALTY, reflected in a Beta coefficient of 0.361, followed by CUSTOMIZATION with a coefficient of 0.156 These findings indicate that in the Vietnamese telecommunications market, QUALITY is the most critical factor influencing customer loyalty compared to the other factors.
Beside that when author tested the relationship between Customization and Perceived Service Quality, the results as table 18 below:
Std Error of the Estimate
Sig F Chang e ,346 a ,120 ,113 3,47180 ,120 18,519 1 136 ,000 a Predictors: (Constant), CUSTOMIZATION b Dependent Variable: QUALITY
The results from Table 19 indicate that the R Square value is 0.120 and the Adjusted R Square is 0.113, both of which are greater than zero This suggests that the independent variable accounts for more than 1.13% of the variance in the dependent variable Additionally, the findings are supported by the F test results.
The regression analysis indicated a significance level of 0.000, which is below the 0.05 threshold, confirming the appropriateness of the Single Linear Regression (SLR) method for this model Additionally, the coefficient results from the analysis support these findings.
19 author could say that CUSTOMIZATION had a positive relationship to QUALITY and all these factors (LOYALTY, SERVICE QUALITY, CUSTOMIZATION, COMMUNICATION) had meaning in analysis
So, based on results from regression analysis above, author confirmed all hypothesizes proposed
Table 20: The confirmation of hypothesis
(Accepted/ Rejected) H1 Perceived service quality has a positive impact on customer loyalty
H2 Service customization has a positive impact on perceived service quality
H3 Service customization has a positive impact on customer loyalty Accepted H4 Communication has a positive impact on customer loyalty Accepted
Summary
This chapter presents the findings of reliability, validity, and hypothesis testing for the research The Cronbach's Alpha results indicate that all dimensions of the measurement scale demonstrate good reliability, with values exceeding 0.7 Following the Exploratory Factor Analysis (EFA), the author decided to remove the items "Have an easy and satisfactory relationship with X" and "Intentions to stay loyal to X" due to cross-loading issues Additionally, the regression analysis confirmed that all assumptions were met, and the author validated the proposed hypotheses based on the regression testing results.
CONCLUSIONS AND IMPLICATIONS
Introduction
In this chapter, the author presents key findings and conclusions derived from the analysis in Chapter 4, focusing on both theoretical and managerial implications Recommendations are provided for service providers to enhance customer loyalty Additionally, the chapter addresses the scope and limitations of the research, offering insights for future studies in the field.
Findings and contributions
Research indicates that perceived service quality significantly influences customer loyalty, surpassing the effects of service customization and communication in Vietnam This highlights the critical role of perceived service quality as a key metric for assessing customer loyalty Additionally, service customization plays a dual role; it directly impacts customer loyalty while also enhancing perceived service quality This empirical study supports Philip Kotler's assertion that marketing trends are shifting from mass marketing to customized marketing, particularly in the Vietnamese telecommunications sector.
Recent research reveals additional factors influencing customer loyalty beyond the traditional ACSI/ECSI model, which primarily identifies image, complaint handling, and satisfaction as key elements This study introduces service customization, effective communication, and perceived service quality as significant contributors to customer loyalty These findings are supported by the theoretical frameworks established by Pedro, Jürg Henseler (2012), and Ball, Pedro & Machas (2003).
Understanding the drivers of customer loyalty is crucial for managers of telecommunication service providers in Vietnam This study highlights that customer loyalty is influenced by perceived service quality, service customization, and effective communication To enhance customer retention, providers should prioritize improving service quality, which remains a significant factor in Vietnam Key strategies include increasing the reliability and diversity of services to offer customers more suitable options Additionally, adopting quality standards from leading global service providers like AT&T, Verizon, and Deutsche Telekom can elevate service quality Managers should also focus on reducing problem-solving time, minimizing failed calls, enhancing call center and customer service quality, and pursuing service quality certifications such as TL 9000 and ISO, while investing in research and development to foster continuous improvement.
Service providers can enhance customer retention by offering customized services, aligning with current marketing trends It is essential for businesses to adopt a customer-oriented approach, gaining a deeper understanding of their clients' needs to tailor their offerings effectively By differentiating themselves from competitors through unique service packages, providers can stand out in the market Leveraging new technology enables the creation of personalized service solutions, but significant investment in understanding customer requirements is crucial Additionally, training sales representatives to gather detailed insights about customer needs will empower service providers to deliver more customized solutions.
In the competitive Vietnamese telecommunication market, service providers must enhance communication with customers to foster loyalty Frequent and effective interactions, along with valuable information and updates about new services, can excite customers and encourage their commitment Establishing a satisfactory relationship and offering tailored advice will help customers better understand their options, ultimately leading to increased satisfaction and loyalty.
Limitations and recommendations for future research
This study has notable limitations, primarily focusing on new factors influencing customer loyalty, including customization, communication, and perceived service quality However, it overlooks several critical elements that can directly and indirectly impact customer loyalty, such as brand image, complaint handling, and perceived value The findings from this research can serve as a foundation for developing a comprehensive model that encompasses all factors affecting customer loyalty, providing managers with a clearer understanding and actionable insights for enhancing customer retention strategies.
This study's limitation lies in its focus on the three largest telecom providers in Vietnam: Mobifone, Viettel, and VinaPhone, potentially overlooking the unique strategies employed by smaller service providers like Vietnam Mobile and G-Mobile to enhance customer loyalty Customers using these smaller providers may have different perceptions regarding service quality, customization, and communication Therefore, it is essential for managers at Mobifone, VinaPhone, and Viettel to consider the competitive landscape that includes these smaller players Future research could build on these findings by exploring and empirically testing customer experiences with other service providers such as S-Phone, G-Mobile, and Vietnam Mobile.
One significant limitation of this study is its exclusive focus on the geography of Vietnam To gain a more comprehensive understanding of customer loyalty concepts, it is essential to expand the research to include other geographical regions, which could highlight varying perspectives and differences in customer loyalty across diverse markets.
The current study is confined to the telecommunications market; therefore, future research should explore additional industries to enhance clarity and comprehensiveness.
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Table: Questionnaires Of The Survey (English)
3 Please choose your opinion about following statements
My service provider offers me products and services
1 What is your main using telecommunication service
2 Please choose the period of time you have used your telecommunication service
My service provider offers products and services that I couldn’t find in another company
If I changed between service provider I wouldn’t obtain products and services as customized as I have now
4 Please choose your opinion about following statements
Quality of my service provider’s products and services is totally good
My service provider has a reliability of products and services
My service provider’s services meet my personal requirements
5 Please choose your opinion about following statements
I have an easy and satisfactory relationship with my service provider
The service provider keeps me constantly informed of new products and services that could be in my interest
Clearness and transparency of information provided by service provider
6 Please choose your opinion about following statements
Probability to choose “my service company” again when buying new product or service
“my service company” if a friend or a colleague asked for your advice
If a competitive provider offers you the same range and quality of services as you currently receive, by
Strongly Agree you to change your current provider? (very low to very high)
Intentions to stay loyal to
What is your age group ?
What is your marriage status ?
What kind of your job?
Kính gửi các Anh/Chị, tôi là Lương Đăng Khoa, sinh viên chương trình Thạc Sĩ Quản Trị Kinh Doanh tại Trường Đại học Kinh tế TP.HCM – Viện Đào Tạo Quốc Tế (UEH-ISB) Hiện tôi đang nghiên cứu về các yếu tố ảnh hưởng đến lòng trung thành của khách hàng sử dụng dịch vụ điện thoại di động Tôi rất mong nhận được sự hỗ trợ từ Anh/Chị trong việc hoàn thành Phiếu khảo sát này Xin lưu ý rằng không có câu trả lời đúng hay sai, và mọi ý kiến của Anh/Chị đều rất quý giá cho nghiên cứu của tôi.
Chân thành cám ơn sự hỗ trợ của Anh/Chị!
Phần II: Nội dung chính
Mức độ đồng ý về các yếu tố ảnh hưởng đến lòng trung thành của khách hàng tăng dần từ trái sang phải, với các số tương ứng bên dưới thể hiện sự gia tăng này.
Mạng di động mà các anh/chị sử dụng thường xuyên nhất ( vui lòng chỉ chọn 1 mạng)
Viettel Vinaphone Mobiphone Nhà mạng khác (SFone, VietNamMobile, Gmobile)
Khoảng thời gian mà các anh/ chị đã sử dụng dịch vụ của mạng này
< 1 năm 1-3 năm > 3 năm Ô số 1: Hoàn toàn không đồng ý Ô số 5: Hoàn toàn đồng ý
Các mức độ khác đánh vào các ô số 2,3 và 4 tương ứng
Lưu ý: “ X” trong các phát biểu sau để chỉ nhà mạng mà Anh/Chị đề cập ở Phần I không đồng ý g đồng ý g có ý kiến Đồng ý đồng ý
Nhà mạng X cung cấp cho tôi những gói sản phẩm/dịch vụ thỏa mãn những yêu cầu cá nhân của tôi
Nhà mạng X cung cấp cho tôi những gói sản phẩm/dịch vụ mà tôi không thể tìm thấy ở những nhà mạng khác
Nếu tôi đổi sang nhà mạng khác, tôi sẽ không có được những sản phẩm/dịch vụ được tùy chỉnh cho tôi như nhà mạng X hiện tại
Theo tôi chất lượng của nhà mạng X là hoàn toàn tốt
Theo tôi sản phẩm/dịch vụ của nhà mạng X là đảm bảo và đáng tin cậy
Theo tôi sản phẩm và dịch vụ của nhà mạng X là đa dạng
Chất lượng của nhà mạng X theo tôi là đạt chất lượng cao theo chuẩn quốc
Nhà mạng X liên tục cung cấp những thông tin về những gói sản phẩm và dịch vụ mới mà tôi quan tâm
Dịch vụ chăm sóc cá nhân, những lời khuyến cáo và chỉ dẫn của nhà mạng
Thông tin từ nhà mạng X rất rõ ràng và dễ hiểu
Nhìn chung tôi hoàn toàn hài lòng với nhà mạng X
Những dịch vụ của nhà mạng X hoàn toàn đáp ứng những kỳ vọng của tôi
Theo tôi nhà mạng X là một nhà mạng lý tưởng
Nếu có sử dụng thêm số điện thoại mới tôi vẫn sẽ chọn nhà mạng X
Tôi sẽ động viên và thúc đẩy bạn bè, đồng nghiệp sử dụng sản phẩm/dịch vụ của nhà mạng X