INTRODUCTION
Introduction about cleaning service industry
Cleaning services have become increasingly popular in modern life, with providers responsible for managing all aspects of the cleaning process They supply the necessary manpower, machinery, equipment, and approved chemicals to ensure efficient cleaning that meets international standards and landlord requirements Uniformed, trained, and skilled cleaners undergo annual health checks, maintaining a professional appearance while on duty Service providers ensure a minimum number of contracted cleaners and offer additional support as needed to cover absences due to sickness or holidays, ensuring comprehensive cleaning coverage at all times.
Utilizing a cleaning service offers numerous advantages, including high-quality results at reasonable rates These services are provided by professional, well-trained staff from leading cleaning and property care companies, equipped with modern tools that require no upfront investment By maintaining the property’s value, they create a clean and aesthetically pleasing environment for employees and visitors alike Additionally, outsourcing cleaning tasks allows businesses to focus on their core operations while minimizing management responsibilities and potential risks associated with direct oversight of cleaning personnel.
Pan Pacific is a leading cleaning service provider in Vietnam, operating in over 20 cities and serving more than 300 diverse clients With a workforce of over 5,000 skilled employees and 17 years of experience, Pan Pacific specializes in cleaning commercial buildings, supermarkets, hospitals, factories, and international schools The company also has significant expertise in providing regular cleaning services for high-security projects, including international airports and television stations.
Research background
As the real estate market grows and attracts foreign investment, the demand for facility management in office buildings, shopping centers, international schools, and foreign factories is on the rise These management services encompass essential areas such as security, property maintenance, pest control, landscaping, and cleaning services Among these, the cleaning service industry plays a crucial role in enhancing the quality and brand reputation of the buildings.
Business owners can streamline their operations by hiring a professional cleaning company, which offers comprehensive services that include trained staff, equipment, and cleaning supplies These companies ensure that their cleaners are uniformed, well-groomed, and polite, with annual health checks to maintain high standards Additionally, they provide extra personnel as needed to cover absences due to illness or holidays Importantly, the cleaning company is also liable for any property damage caused by their employees, ensuring peace of mind for business owners.
Industry cleaning services offer numerous benefits, making them the top choice for office buildings, shopping centers, malls, foreign factories, and international schools By outsourcing cleaning tasks, business owners can save time and focus on their core operations.
The cleaning service industry in Vietnam has experienced rapid growth in recent years, catering to a diverse clientele across various sectors High-demand clients include Grade A-C office buildings like Bitexco Financial Tower and Saigon Centre, renowned shopping centers such as Diamond and Parkson, modern factories in industries like electronics and pharmaceuticals, international schools like VUS and RMIT, upscale service apartments, and luxury hotels like Sheraton and Rex As the number of cleaning service providers rises to meet this demand, fostering customer loyalty becomes crucial for business survival in such a competitive market Loyal customers not only contribute to increased spending but also serve as valuable advocates, generating positive word-of-mouth advertising.
In the highly competitive cleaning service industry, customer satisfaction is crucial, as clients will quickly terminate contracts if their needs are not met Prioritizing quality in cleaning services directly influences customer satisfaction levels To mitigate negative impacts, cleaning service providers should focus on maximizing customer satisfaction with their offerings.
Cleaning service organizations can enhance customer satisfaction by understanding the key factors that contribute to it By meeting customers' expectations for essential service quality attributes, these organizations can foster loyalty among satisfied customers, who are likely to recommend their services to others.
Research problem
Service managers frequently assess their companies' effectiveness in addressing customer needs through metrics of service quality and customer satisfaction (Dabholkar, 1995) As a result, these two aspects have garnered significant interest from both service marketers and academic researchers (Spreng).
& MacKoy, 1996) In addition, Taylor (1997) has noted that the two constructs (service quality and customer satisfaction) have became very important for marketing theory and practice.
According to Oliver (1997), a company's profit is influenced by a sequence of three key factors: quality, satisfaction, and loyalty Quality directly affects consumer satisfaction, which encompasses both cognitive and emotional dimensions Furthermore, satisfaction plays a crucial role in fostering consumer loyalty.
A comprehensive review of existing literature highlights numerous studies exploring the relationship between service quality, customer satisfaction, and customer loyalty However, there is a notable scarcity of research specifically focused on cleaning services, with only one published study by Anthony M Kyengo in April 2007 addressing quality control within this sector.
In light of recent developments, both Pan Pacific and Vietnamese cleaning service companies recognize the importance of conducting empirical studies to understand how their services impact customer behavior It is crucial for them to identify the specific elements of their offerings that affect customer satisfaction and perceptions of service quality, as these factors ultimately drive customer loyalty.
Research Questions
Base on the above stated research problem the following research questions have been developed:
Q.1 What are the service quality dimensions in cleaning service industry.
Q.2 How do the dimensions of service quality effect on customer satisfaction, customer loyalty in cleaning service industry.
Q.3 Is there any significant relationship between customer satisfaction and customer loyalty in cleaning service?
Objectives of the study
The objectives of this study are to:
• Explore the relationship between the components of service quality with customer satisfaction and customer loyalty.
• Explore the relationship between customer satisfaction and customer loyalty.
Scope of the Study
Pan Pacific Corporation offers three core services: cleaning, pest control, and laundry, operating across Vietnam from the North to the South The majority of their customers utilize the cleaning service, which is the focus of this study, highlighting Pan Pacific as a leader in the cleaning service industry Due to the confidentiality of competitor customer information, the research targets current customers who directly use Pan Pacific's services.
Research method
This study was conducted with two stages:
In the initial phase of the study, a qualitative approach was utilized to investigate the effectiveness of a scale designed to measure the quality of cleaning services This exploration involved the use of group discussion techniques to gather insights and feedback.
The study employed a quantitative approach to investigate research questions, utilizing a survey questionnaire directed at Pan Pacific's customers Data analysis was conducted using SPSS software version 16, with the reliability of measurement scales assessed through Cronbach’s Alpha test Exploratory Factor Analysis (EFA) was subsequently performed, and the research model along with the hypotheses were evaluated using Multiple Linear Regression (MLR) analysis.
The methodology for this study will be come back with more detail Chapter 4.
Structure of the study
Chapter 1 provides an overview of the research background, identifies the research problem, outlines the study's objectives, and defines the scope and methodology of the research Additionally, it includes a brief introduction to Pan Pacific Corporation.
• Chapter 2 describes about various reviews on past literatures which discussed about service quality, customer satisfaction and customer loyalty and their relationship.
Chapter 3 outlines the research methodology, detailing the formulation of hypotheses, data collection processes, and various data analysis techniques employed to ensure the reliability of the data and the validity of the findings.
• Chapter 4 will discuss on research results in detail, describes sampling and processing data, presents analyzing the data collected and the findings of the study.
• Chapter 5 will conclude and recommend the findings The findings of the research are expected to give guidance to cleaning service companies in prioritized their service.
LITERATURE REVIEW
Service quality
To understand what “Service Quality” is, we need to understand what is
The concept of "Quality" is multifaceted and has been interpreted in various ways by different quality experts and authors This elusive term is often confused with vague adjectives, highlighting the complexity of defining quality in a precise manner Understanding the diverse definitions and emphases provided by quality gurus can enhance our comprehension of what quality truly encompasses.
Quality is often difficult for consumers to define, encompassing aspects such as goodness, luxury, shininess, and weight (Crosby, 1979; Takeuchi and Quelch, 1983) It has been characterized as superiority or excellence (Taylor and Baker, 1994; Zeithaml, 1988) and reflects the consumer's overall impression of a service provider's relative quality (Bitner & Hubbert, 1994; Keiningham et al., 1994/1995).
The majority of quality definition and measurement efforts are focused on the goods sector, where the Japanese philosophy emphasizes achieving "zero defects" and executing tasks correctly on the first attempt However, this perspective on quality in goods does not adequately capture the complexities and significance of service quality.
A service is an economic activity that creates utility in terms of time, place, form, or psychological benefits To fully grasp service quality, it's essential to recognize four key characteristics: intangibility, heterogeneity, perishability, and inseparability, as outlined by Parasuraman, Zeithaml, and Berry in 1985.
Services are activities or benefits or benefits that are essentially intangible, cannot be prefabricated in advance and do not involve ownership of the title (York,
Services can be categorized into traditional personal assistance, such as babysitting and gardening, fix-it services like mechanics and repairmen, and value-added services, which are the least tangible (Cotter, 1993) Most services are inherently intangible (Bateson, 1977; Berry, 1980; Lovelock, 1981; Shostak, 1977), making it challenging to establish uniform quality standards since they are performances rather than physical objects Consequently, services cannot be easily counted, measured, inventoried, or tested prior to sale, complicating quality assurance (Parasuraman, Zeithaml, and Berry, 1985) This intangibility also hinders customers' ability to assess service quality in the same way they evaluate tangible goods, leaving firms struggling to understand consumer perceptions and evaluate service quality effectively (Zeithaml, 1981).
Services, particularly those requiring significant labor, are inherently diverse, leading to variations in performance across different providers, clients, and even on different days Ensuring consistent behavior from service personnel, which is essential for delivering uniform quality, poses a challenge This inconsistency can result in a disparity between the firm's intended service delivery and the actual experience received by customers.
The production and consumption of services are inherently inseparable, as highlighted by various scholars (Carmen and Langeared 1980, Gronroos 1978, Regan 1963, Upah 1980) Unlike physical goods, which are produced, sold, and then consumed, services are produced and consumed simultaneously This inseparability necessitates customer involvement in the production process, often merging the roles of producer and vendor into one economic entity (York 1993) In labor-intensive services, the quality is determined during service delivery, typically through interactions between the client and the service provider (Lehtinen and Lehtinen 1982), making customer input crucial to the overall quality of service performance.
The inseparable nature of production and consumption in services leads to their inherent perishability, meaning they cannot be produced in advance or stored for later sale Services are performances that cannot be inventoried, making it challenging to align supply with fluctuating demand, particularly in situations like heating and cooling repairs.
In conclusion, a review of significant literature on services, including works by Gronroos (1982), Lehtinen and Lehtinen (1982), Lewis and Booms (1983), and Saser, Olsen, and Wyckoff (1978), highlights the foundational contributions of Parasuraman, Zeithaml, and Berry to the understanding of service quality and customer satisfaction.
1985 suggest three attributes of service quality:
• Service quality is more difficult for the consumer to evaluate than goods quality.
• Service quality perceptions result from a comparison of consumer expectations with actual service performance.
• Quality evaluations are not made solely on the outcome of a service; they also involve evaluations of the process of service delivery.
Service quality is traditionally viewed as the comparison between customer expectations and their perceptions of performance, as agreed upon by many researchers Perceived quality reflects a consumer's overall judgment of an entity's excellence (Zeithaml, 1987), distinguishing it from objective quality defined by researchers like Garvin (1983) and Hjorth-Andersen (1984) According to Parasuraman et al (1985), service quality is the global evaluation of the overall excellence of a service Thus, it can be summarized that service quality is fundamentally the gap between what customers expect and what they actually perceive in the services provided by firms.
Service quality is defined by Ducker (1991) as the value customers derive and are willing to pay for, focusing on their experiences rather than the supplier's input It is often assessed by comparing customer expectations with their actual perceptions of service performance (Bloemer, Ruyter et al 1999; Kara, Lonial et al 2005) The SERVQUAL scale, developed from a marketing perspective with the backing of the Marketing Science Institute (Parasuraman, Zeithaml et al 1986), is a widely recognized tool for measuring service quality Research has validated its effectiveness in various contexts, including the healthcare sector (Babakus 1992; Dean 1999; Arasli).
Ekiz et al 2008) For a thorough analysis of SERVQUAL see Nyeck et al.
(2002) SERVQUAL principle primarily relies on a gap model (Parasuraman, Zeithaml et al 1985) (Figure 2.2) Every gap in SERVQUAL has a unique role as follows:
• Gap 1: difference between consumer expectations and management perceptions of consumer expectations.
• Gap 2: difference between management perceptions of consumer expectations and service quality specifications.
• Gap 3: difference between service quality specifications and the service actually delivered.
• Gap 4: difference between service delivery and what is communicated about the service to the consumer.
• Gap 5: difference between consumer expectations and perceptions.
Service quality is primarily understood through the lens of perceived quality, which refers to a consumer's assessment of an entity's overall excellence or superiority (Parasuraman et al., 1988; Zeithaml, 1988; Bitner, 1990) Essentially, it serves as a benchmark for evaluating how effectively the delivered service aligns with customer expectations, as highlighted by Gronroos.
In 1982, it was suggested that services function as products that necessitate significant consumer participation in both production and consumption processes During this engagement, consumers evaluate their expectations against the actual service received, leading to the determination of perceived service quality (Parasuraman et al., 1985, 1988).
Therefore, it is how customers perceive the quality of service that should be of key concern to managers To assist managers in understanding their customers'
Service delivery (including pre and post- contacts)
Translation of Perception into Service Quality spec.
Management plays a crucial role in understanding customer expectations and perceptions of quality To address this, Parasuraman et al (1988) developed the SERVQUAL instrument, designed to measure various attributes that are significant to service consumers.
Source: (Parasuraman, Zeithaml et al 1985)
Parasuraman et al (1985) initially identified ten dimensions of service quality, including responsiveness, competence, and tangibility However, subsequent research consolidated these into five key dimensions: Reliability, which refers to the ability to deliver promised services dependably; Responsiveness, indicating a willingness to assist customers promptly; Assurance, highlighting the knowledge and courtesy of employees that instill trust; Empathy, emphasizing the importance of treating customers as individuals; and Tangibles, which focus on the physical aspects of the service, such as facilities and personnel appearance.
RELI1 Providing services as promised
RELI2 Dependability in handling customers' service performed
RELI3 Performing the services right the first time
RELI4 Providing services at the promised time
RELI5 Keeping customers informed about when services will be performed
RES1.Prompt service to customers
RES2 Willing to help customers
RES3 Readiness to respond to customers' requests
ASS1 Employees who instill confidence in customers
ASS2 Making customers feel safe in their transaction
ASS3 Employees who are consistently courteous
ASS4 Knowledgeable employee to answer customer questions
EMP1 Giving customers individual attention.
EMP2 Employees who deal with customers in a caring fashion
EMP3 Having the customer's best interest at heart
EMP4 Employees who understand the needs of their customers
TANG3 Employees who have a neat, professional appearance
TANG4 Visually appealing materials associated with the service
Customer satisfaction
Customer satisfaction is a multifaceted concept that has been defined in various ways According to Kotler (1996), it refers to the emotional state experienced by individuals when they compare a product's perceived performance to their own expectations Similarly, Oliver (1997) describes satisfaction as a judgment regarding whether a product or service meets or exceeds a pleasurable level of consumption-related fulfillment.
“the consumer's fulfillment response, the degree to which the level of fulfillment is pleasant or unpleasant” (p 28).
Customer satisfaction is the emotional response that arises when a customer's needs are met and their expectations for service quality are fulfilled Satisfied customers are more likely to return and recommend the service to others, as noted by Patterson and Spreng (1997) Additionally, measuring customer satisfaction offers managers valuable insights into future customer loyalty As highlighted by Boselie, Hesselink, and Wiele (2002), satisfaction reflects a positive emotional state derived from evaluating the overall relationship between the customer and the service provider.
Literature distinguishes between overall satisfaction and attribute satisfaction, with the former stemming from the overall experience and the latter focusing on the performance of individual attributes (Oliver, 1993) Levesque and McDougall (1996) define satisfaction as a comprehensive customer attitude towards a service provider Consequently, this paper will assess client satisfaction through the lens of overall satisfaction with the services provided.
Customer loyalty
The concept of customer loyalty has significantly evolved over time In the current dynamic global landscape, organizations are actively seeking innovative strategies to gain a competitive edge, enhance customer loyalty, and boost operational efficiency while maintaining high service quality (Javalgi and Moberg, 1997).
Service loyalty is a critical factor in service marketing, significantly influencing customer repurchase behavior Loyal customers, who consistently make repeat purchases, form the foundation of any successful business Recognized as a vital source of competitive advantage and essential for a firm's survival and growth, customer loyalty has garnered considerable attention in the literature However, the conceptualization and measurement of loyalty have varied widely among studies, highlighting the need for further research to clarify its fundamental meaning.
In the services sector, intangible factors like reliability and confidence significantly influence customer loyalty (Dick and Basu, 1994) Loyalty is often characterized by observable behaviors, as noted by Liljander and Strandvik (1995) Pearson (1996) defines customer loyalty as the mindset of customers who have positive attitudes toward a company, are committed to repurchasing its products or services, and are likely to recommend them to others According to Jones and Sasser (1995), the structure of the industry can affect the returns on customer satisfaction, with highly competitive markets showing that even slight declines in satisfaction can lead to a rapid decrease in loyalty Consequently, there is a stark contrast in loyalty levels between merely satisfied customers and those who are completely satisfied Anderson and Mittal (2000) argue that satisfaction can yield increasing returns, especially when a company's service performance surpasses customer expectations.
Relationship between service quality, customer satisfaction and
2.4.1 Relationship between Service quality and customer satisfaction
In recent years, there has been a growing focus on service quality and customer satisfaction in both business and academia Research by Sureshchandar et al (2003) highlights a strong relationship between these two distinct constructs from the customer's perspective Supporting this, Spreng and Mackoy (1996) found that service quality directly influences customer satisfaction, building on Oliver's (1997) model Additionally, Bitner et al (1994) and Anderson et al (1994) suggest that enhanced service quality intuitively leads to higher customer satisfaction A recent study by Ribbink et al (2004) confirms that this relationship also holds true within the e-commerce sector.
A comprehensive review of studies examining the relationship between service quality and customer satisfaction revealed that all components of the SERVQUAL model positively influence customer satisfaction However, the significance of each SERVQUAL component varies across different service types According to Mohammad Suhainy Abdull Rahim (2009), "Reliability" is identified as the most crucial dimension for customer satisfaction, followed by "Tangible," "Assurance," "Empathy," and "Responsiveness," which is deemed the least important.
Research by Jen Shieh (2006) highlights that all dimensions of library service significantly enhance user satisfaction Similarly, Ha Thi Hon Tuoi (2009) found that every aspect of the SERVQUAL model positively influences customer satisfaction in wedding party services, with "reliability" being the most crucial dimension and "empathy" the least significant.
As mentioned in 2.2.4, all components of SERQUAL appropriate in applying of cleaning service quality Consistent with these findings, the researcher has hypothesized the following :
Hypothesis 1: Overall, Service quality is positively related to customer satisfaction in cleaning service industry
H1a: “Reliability” of service quality is positively related to customer satisfaction.
H1b: “Responsiveness” of service quality is positively related to customer satisfaction.
Research indicates that various dimensions of service quality significantly enhance customer satisfaction Specifically, the assurance of service quality fosters a sense of trust and reliability among customers, leading to increased satisfaction Additionally, tangible aspects of service quality, such as physical facilities and equipment, also contribute positively to customer experiences Furthermore, the empathy demonstrated by service providers plays a crucial role in understanding and addressing customer needs, thereby boosting overall satisfaction levels.
2.4.2 Relationship between Customer Satisfaction and Customer Loyalty
Customer satisfaction is widely recognized as a crucial precursor to customer loyalty, although it does not always guarantee it Oliver (1999) defines satisfaction as pleasurable fulfillment, where consumers feel that their needs and desires are met Research indicates a strong positive correlation between customer satisfaction and loyalty, with Fornell (1992) asserting that higher satisfaction leads to greater loyalty and reduces susceptibility to competition Furthermore, Anderson and Fornell (1994) emphasize that customer loyalty is largely influenced by satisfaction, which serves as an antecedent to a favorable attitude towards a brand compared to alternatives (Dick and Basu, 1994).
Research in the service sector has consistently demonstrated a strong connection between customer satisfaction and key behavioral intentions, including customer retention and word of mouth (Anderson and Sullivan, 1993; Bansal and Taylor, 1999; Cronin and Taylor, 2000) Furthermore, Hart and Johnson (1999) emphasize that achieving total satisfaction is essential for fostering genuine customer loyalty Therefore, we propose hypothesis 2.
Hypothesis 2: Customer satisfaction is positively related to customer loyalty in cleaning service industry
2.4.3 Relationship between service quality and customer loyalty
Numerous studies have explored the link between service quality and customer loyalty, notably by Boulding et al (1993) and Cronin and Taylor (1992) While Cronin and Taylor focused on repurchase intentions and found that service quality did not significantly impact these intentions, Boulding et al highlighted the positive relationships between service quality, repurchase intentions, and the willingness to recommend This contrast suggests that satisfaction plays a crucial role in repurchase intentions, leading to the proposed hypothesis.
Hypothesis 3: Service quality is positively related to customer loyalty in cleaning service industry
H1a: “Reliability” of service quality is positively related to customer loyalty
H1b: “Responsiveness” of service quality is positively related to customer loyalty H1c: “Assurance” of service quality is positively related to customer loyalty
H1d: “Tangible” of service quality is positively related to customer loyalty
H1e: “Empathy” of service quality is positively related to customer loyalty
After reviewing the literatures, main three hypotheses have been proposed and are summarized as propose in the article 2.5.2.
The methodology is conducted to test the main three hypotheses and find out dimensions of cleaning service quality is presented in the following chapter.
RESEARCH METHODOLOGY
Research design
The initial phase of business research involves identifying the specific objectives the researcher aims to accomplish Following this, the research design allows for the selection of suitable methods to effectively achieve these objectives This design ultimately addresses theories and hypotheses, paving the way for subsequent research activities.
Business research is a systematic inquiry aimed at providing information to address managerial problems According to Donald R.C and Pamela S.S (2003), researchers typically utilize one of three primary types of research based on their objectives.
Exploratory research is essential for addressing vague research questions, lacking theoretical frameworks, or clarifying problem understanding It plays a crucial role in enhancing comprehension and guiding future inquiries (Hair, Babin, Money, and Samouel).
2003) There are three principle ways of conducting exploratory research : a search of the literature, talking to experts in the subject, conducting focus group interviews (Saunders, Lewis and Thornhill 2003)
Descriptive research aims to accurately depict individuals, events, or situations by measuring various activities and occurrences According to Robson (1993), the goal is to create a detailed profile of the subject under study This type of research often follows exploratory studies and requires researchers to have a clear understanding of the phenomena they intend to investigate before data collection begins (Saunders, Lewis, and Thornhill, 2003).
Causal or Explanatory studies establish causal relationships between variables The emphasis here is o n studying a situation or a problem in order to explain the relationship between variables (Saunders, Lewis and Thornhill 2003).
This research aims to provide both descriptive and explanatory insights into the relationship between service quality variables and customer satisfaction Utilizing data collected through a questionnaire survey, the study seeks to elucidate how different dimensions of service quality impact customer satisfaction By combining descriptive and causal research approaches, the research also adopts an exploratory nature, drawing on existing theories to enhance understanding of the subject matter.
Business research methods can be categorized based on their function or technique According to Zikmund (1997), these techniques include experiments, surveys, and observational studies, each serving a distinct purpose in the research process.
This study utilized a survey technique to collect data, which is recognized for its ability to quickly, efficiently, and accurately assess information about a population, particularly when secondary data is unavailable (Zikmund, 1997 - cited in Quan, 2006).
The research process of this study is shown in figure 3.2
The first draf of questionnaire
Item generation
This study developed measurement scales based on prior research, focusing on three key constructs: service quality, customer satisfaction, and customer loyalty The items in the measurement scale were tailored to align with the specific context of the current study.
Main quantitative study :A Survey of 158 customers
Item(s) with item- total correlation < 3
To assess the constructs in this study, we utilize multi-item scales based on established measures from existing literature Each item is evaluated using a five-point Likert scale, with responses ranging from 1 (strongly disagree) to 5 (strongly agree).
3.2.1 Items to measure Service Quality
As discussed in chapter two, The SERVQUAL scale could be used in different service industries and contexts, especially in high contact service such as cleaning service industry.
The overall quality of cleaning services is influenced by several factors, including cost, the reliability of the service provider, responsiveness to emergencies, complaint resolution, customer needs and expectations, and the organization's principles and operational mechanisms This encompasses efficient resource and technology use, as well as competition analysis However, a thorough review of service quality studies reveals that the number and nature of service quality dimensions can differ significantly across various industries, services, and markets.
To effectively conduct research in a specific market, it may be necessary to make certain adjustments and additions In this study, the quality of cleaning services is primarily assessed using the adapted SERVQUAL scale, which was developed by Bound in 2002.
After carrying out preliminary study by using group discussion approach, as a result customer of cleaning service is interest in six main factors as follows :
1 Reliability of the service provider: services are provided in a continuous consistent way and the cleaning company to fulfill the cleaning obligation stated in the contract.
2 Responsiveness : responding to customer requests and solving complaints
3 Empathy : having the customer’s interest at heat, ability to be approachable and also service aspect that stresses the treatment of customers individuals
4 Assurance: ability, skill, attitude of cleaning staffs and supervisor during providing cleaning service.
5 Tangibles : includes modern equipments, good tools and safety chemicals which are using in cleaning process.
6 Cleaning quality : is the major concern that all customer requesting cleaning service with fulfilled Standard of cleaning quality is controlled in good condition.
The cleaning service quality scale, aligned with customer criteria and evaluated using the SERQUAL scale and Bound 2002, comprises various variables listed in Table 3.1 Each variable is assessed through a five-point Likert scale, where responses range from 1 (strongly disagree) to 5 (strongly agree).
3.2.2 Items to measure customer satisfaction
Customer satisfaction is defined as the extent to which perceived quality meets customer expectations In this study, it is assessed through a single item designed to gauge the overall experience with a cleaning service provider The evaluation utilizes a 5-point Likert scale, where responses range from 1 (strongly disagree) to 5 (strongly agree).
ST1 Overall, we satisfy with cleaning service quality of Pan Pacific.
Table 3.1- Measurement scales of cleaning service quality
Dimensions Item wording Item Code
Reliability of the service provider
The company consistently meets its commitments, delivering services on time and maintaining a professional quality management system Additionally, it is equipped to compensate for any losses or damages caused directly by its cleaning staff during their work for customers.
Company has ability to provide extra services (external window cleaning, waxing floor, upgrade floors…) RELI5 Comply with safety regulation when perform cleaning works at height RELI6
Responsiveness Company overcomes arising problem promptly RES7
Company solves quickly when receives complaints from customer RES8 Company keeps customers informed about how to solve customer’s complaints RES9
Schedule of cleaning work is adjusted flexibly when customer has suitable comments RES10
Company is willing to help customer RES11
Company responds to customer's requests promptly RES12
Empathy Company keep communication with customer regularly EPM13
Company give customers attention sincerely EPM14
Assurance New staffs have good training ASS15
Staff’s skill is good ASS16
Staff’s working performance is professional ASS17
Staff’s working attitude is devotion ASS18
Staff’s working attitude is active ASS19
Supervisor has ability to control cleaning standard at site ASS20 Supervisor knows how to monitor and assign staffs effectively ASS21
Supervisor is good in communication ASS22
Supervisor has ability to solve works quickly ASS23
Tangibles Using good brand and modern equipments TAG24
Using good brand chemical TAG25
Using chemical friendly to environment TAG26
Using chemical having technical data specification from manufactu
TAG27 Using chemical are not effected to customer’s property TAG28
Cleaning tools are good quality TAG29
At TAG30, we utilize specialized cleaning tools tailored for each designated work area, ensuring optimal efficiency Our team members maintain a polished and professional appearance, reflecting our commitment to quality service The uniforms worn by our staff are thoughtfully designed with clean colors, enhancing our overall image Additionally, we employ a detailed and professional cleaning checklist form to guarantee thorough and consistent cleaning practices.
Cleaning quality is improved each year CQ34
Cleaning quality is controlled as standard CQ35Performing full scope of work as agreement CQ36
3.2.3 Items to measure customer loyalty
In this study, "loyalty" refers to customers who demonstrate positive attitudes toward an organization, recommend it to others, and engage in repeat purchases Service loyalty was assessed using a modified version of the scale developed by Zeithaml et al (1996), tailored for the Vietnamese market and the cleaning industry Four specific items were selected to measure customer loyalty, utilizing a five-point Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree).
Table 3.2- Measurement scales of customer loyalty
Recommend cleaning service of Pan Pacific to someone/company who seeks your advice
Consider Pan Pacific your first choice to use cleaning service LOY2.
Continue to use services of Pan Pacific in the next few years
Pay a higher price than competitors charge for the benefits you currently receive from Pan Pacific LOY4.
Preliminary study
The preliminary study utilized a qualitative approach through focus group discussions It is important to highlight that the constructs employed in this research have been developed and empirically validated across various services and countries, specifically referencing the Service Quality model with its five dimensions proposed by Parasuraman et al.
In 1988, a study highlighted key factors in service quality, with Bound (2002) emphasizing that the dimensions of service quality vary across different industries and markets To adapt these measures for the cleaning service sector in Vietnam, a preliminary survey was deemed essential This initial test aimed to explore and refine the cleaning service quality model, adjust measurement variables, and enhance the questionnaire design By addressing potential respondent challenges, the survey sought to improve data quality for the main study, marking a crucial step in developing a tailored SERVQUAL scale for cleaning service quality in the Vietnamese market.
The preliminary study was conducted in two steps, starting with an exploratory assessment of the initial draft of a measurement scale This draft questionnaire, developed in English, was based on the five dimensions of the SERVQUAL model and incorporated additional factors from Bound's 2002 study on cleaning services After translation into Vietnamese, it also included customer satisfaction feedback from Pan Pacific The first draft encompassed forty-six variables related to service quality, customer satisfaction, and customer loyalty.
A preliminary study was conducted through two focus group discussions, involving five experienced experts from Pan Pacific's cleaning service team, including the Sales Manager, Service Director, Account Manager, Marketing Manager, and Operation Manager Held in the Meeting Room of Pan Pacific Corporation, the discussions centered on critical factors of Service Quality, utilizing the SERQUAL scale and Bound 2002 framework The objective was to ensure the clarity of the survey instrument and confirm that all questions were clear and comprehensive, reflecting the realities of the cleaning service industry from a professional perspective Amendments were made based on participant suggestions to enhance the survey's effectiveness.
A discussion involving five Property Managers from Pan Pacific was held to gather insights from the customer’s perspective This session aimed to achieve similar objectives as the initial discussion, with some questions tailored based on participant recommendations.
The focus group discussion led to a revised scale consisting of 41 items, down from the original 46 This includes 36 variables related to service quality, one variable for customer satisfaction, and four variables for customer loyalty The findings identified six key factors that are crucial for customers of cleaning services: reliability of the service provider, responsiveness, tangibles, empathy, assurance, and cleaning quality.
Following the refinement of the constructs, the finalized measures were employed to develop the questionnaire for the main survey, with both the Vietnamese and English versions included in Appendix 1.
Theoretical Model
This study presents a research model (Figure 3.3) that identifies the connections between cleaning service quality, customer satisfaction, and customer loyalty within the cleaning service industry, based on preliminary survey results and a comprehensive literature review.
In testing the proposed model, we used only those observed variables that were identified conceptually related with the various constructs in our model.
Main survey
Defining the population accurately is the crucial first step in the sampling process In this study, the population comprises Pan Pacific's business customers who have utilized regular cleaning services for a minimum duration of one year This includes a diverse range of clients such as office buildings, shopping malls, factories, hospitals, and international schools.
< Reliability of the service provider
Pan Pacific Corporation stands out as one of the largest cleaning service providers in Vietnam, making it an ideal candidate for this study due to its extensive operations and long-standing presence in the industry The research utilized samples sourced from the client databases of PPC, primarily consisting of Property Managers and Assistant Managers.
HR Managers The main survey was conducted with customer of Pan Pacific in The
The sample size is influenced by the desired precision and confidence in estimating population parameters, along with the inherent variability within the population (Canava et al., 2001).
350) suggest that the issue of ‘how large’ a sample size should be, has not been entirely resolved, but does depend on the statistical methods used (e.g.
When utilizing the Maximum Likelihood (ML) method in research, it is recommended that the minimum sample size ranges from 100 to 150 responses Additionally, some experts advise that there should be at least five observations for each estimated parameter to ensure robust results.
After considering some previous researches and based on customer database of Pan pacific , the sample size targeted in this study was from 150 upwards.
3.5.3 Survey method and data collection
This research utilized a questionnaire survey to gather data, accompanied by a cover letter outlining the study's objectives aimed at enhancing Pan Pacific's cleaning services To ensure a high response rate, sales staff were tasked with reminding customers to complete and return the questionnaires to Pan Pacific Corporation by the deadline.
The study collected data through a questionnaire distributed to 185 customers of Pan Pacific Corporation, achieving a response rate of 87.5% with 162 completed questionnaires returned However, four responses were discarded due to multiple unanswered questions, resulting in a final sample size of 158 questionnaires.
Data Analysis techniques
All statistical analyses were carried out using SPSS statistical computer package, Version 16 The analysis examined in the study including:
1 Frequency analysis – to analyze the pattern of respondent’s background
2 Cronbach alpha – to view reliability of the measurement
3 Descriptive analysis –how the service quality variables react to satisfaction and loyalty.
4 Exploratory factor analysis (EFA) )using to validate the measurement of the multi-item constructs.
5 Multiple Linear Regression – to analyze how much service quality dimensions explain customer satisfaction, loyalty and satisfaction explain loyalty.
This chapter outlines the research methodology and design utilized in the study, emphasizing the creation of the questionnaire and the analytical techniques used for evaluating measurement scales and conducting data analysis Additionally, it introduces the theoretical framework that underpins the research The subsequent chapter will detail the data analysis and present the study's findings.
DATA ANALYSIS AND RESEARCH FINDINGS
Descriptive statistics of sample
In this study, data were collected through a questionnaire distributed to 185 customers of Pan Pacific, achieving a response rate of 87.5%, with 158 usable questionnaires, providing a robust dataset for analysis The demographic characteristics and customer range of our sample are detailed in Table 4.1.
Table 4.1: Sample characteristics Descriptions of sample Frequency Percent (%)
Position Manager and higher positions Officer
Firstly, respondents were divided into two groups based on Position Of the
158 respondents, 81.6 percent were manager and higher position; 18.4 percent were officers.
The gender demographics of the respondents revealed that 51.9 percent were male, totaling 82 customers, while 48.1 percent were female, with 76 respondents The accompanying graph illustrates the gender profile of the participants.
This study analyzed customer data from seven different segments at Pan Pacific The findings revealed that the Office Building segment had the highest customer rate at 32.3%, while the Apartment Building Super Market segment recorded the lowest rate.
Figure 4.1c : Service range of respondents
Descriptive Analysis
Table 4.2 reported descriptive statistics for each measurement items, including minimum, maximum, means and standard deviations.
Scales assessment
To assess the reliability of the scale, Cronbach's alpha coefficients were utilized, with an alpha value of 0.60 serving as the benchmark for new scales and 0.70 for established scales, as indicated by Nunnally (1988, cited in Spiros, 2003) This study adopted a threshold of 0.6, and a cut-off value of 0.3 for item-total correlation was implemented to eliminate items that failed to meet this standard.
The measurement scales for the dimensions of cleaning service quality demonstrated high reliability, with Cronbach alpha values ranging from 0.804 for "Reliability of service provider" to 0.918 for "Assurance." Additionally, the scales for "Responsiveness" and "Empathy" also exhibited strong reliability, indicating a consistent assessment of service quality in the cleaning industry.
The tangibles and cleaning quality scores are 0.875, 0.877, 0.887, and 0.850, indicating strong performance Most item-total correlations are high, with coefficients exceeding 0.5, except for RELI5, which has a correlation of 0.253 in the reliability dimension Notably, the Cronbach alpha for the reliability scale increases from 0.804 to 0.840 upon the removal of RELI5, demonstrating that the service quality dimension now meets the minimum reliability requirements.
On the other hand, the Cronbach alpha for loyalty were 0.852 which were also relatively high and exceeded the acceptable cutting off point of 0.60 (Nunally,
1988) Thus, apart from RELI5, all items are reliable, acceptable and they will be used in Exploratory factor analysis (EFA) Table 5.2 displays the cronbach alpha score for all items measures.
N Minimum Maximum Mean Std Deviation
4.3.2.1Measurement scales of cleaning service quality
Exploratory factor analysis (EFA) is employed to validate the measurement of multi-item constructs by identifying and grouping valid items while eliminating invalid ones This process is essential for refining scales, and it typically utilizes two primary techniques: principal components analysis and principal factors analysis.
Principal components analysis and principal factors analysis typically produce comparable outcomes, but they serve different purposes Principal components analysis is commonly favored for data reduction, whereas principal factors analysis is preferred for uncovering underlying structures in the data.
Table 4.3 – Reliability of the measurement instrument
Cronbach Alpha if Item Deleted Reliability of service provider ( α= 0.804)
RELI1 Company demonstrates its commitment by fulfilling obligations effectively RELI2 Company ensures timely service delivery as promised RELI3 Company maintains a professional quality management system to uphold high standards RELI4 Company is capable of compensating for any losses or damages caused by cleaning staff during their work for customers.
RELI5 Company has ability to provide extra services 253 840 RELI6 Comply with safety regulation when perform cleaning works at height 696 739
RES7 Company overcomes arising problem promptly .677 855 RES8 Company solves quickly when receives complaints fr customer 709 849
RES9 Company keeps customers informed about how to solve customer complaints .698 851
RES10 Schedule of cleaning work is adjusted flexibly when customer has suitable comments .618 864
RES11 Company is willing to help customer .693 852
RES12 Company responds to customer's requests promptly 686 854
EPM13 Company keep communication with customer regularly 780 EPM14 Company give customers attention sincerely .780
ASS15 New staffs have good training .680 910
ASS16 Staff’s skill is good 752 906
ASS17 Staff’s working performance is professional 785 904
ASS18 Staff’s working attitude is devotion 704 909
ASS19 Staff’s working attitude is active 599 916
ASS20 Supervisor has ability to control cleaning standard at site .782 903
ASS21 Supervisor knows how to monitor and assign staffs effectively .780 904
ASS22 Supervisor is good in communication 644 913
ASS23 Supervisor has ability to solve works quickly .671 911
TAG24 Using good brand and modern equipments 691 871
TAG25 Using good brand chemical 687 872
TAG26 Using chemical friendly to environment 730 869
TAG27 Using chemical having technical data specification fr manufacture 596 878
TAG28 Using chemical are not effected to customer’s property
TAG29 Cleaning tools are good quality 613 876
TAG30 cleaning tools are tailored for each specific work zone, ensuring optimal efficiency The company's staff maintain a neat and professional appearance, reflecting the organization’s standards Their uniforms feature a well-designed and clean color scheme, contributing to a cohesive look Additionally, the cleaning checklist form is both specific and professional, enhancing the overall cleaning process.
CQ34 Cleaning service quality is improved each year .757 755 CQ35 Cleaning quality is controlled as standard .785 727 CQ36 Performing full scope of work as agreement 630 870
SAT.37 Overall, we satisfy with cleaning service quality of Pan
Recommend cleaning service of Pan Pacific to someone/company who seeks your advice 806 764
Consider Pan Pacific your first choice to use cleaning service 799 767
Continue to use services of Pan Pacific in the next few years 735 795
1 Pay a higher price than competitors charge for the benefits you currently receive from Pan Pacific .468 907
Varimax rotation was utilized to achieve a simple structure by excluding factors with eigenvalues below 1 Each extracted component reflects a distinct aspect of the construct under investigation, allowing these variables to serve as independent variables in subsequent analyses Principal component analysis, particularly with the varimax rotation method, enhances variance on new axes, effectively reducing the number of variables with high factor loadings within the same factor, which facilitates easier interpretation (Trong & Ngoc, 2005).
The EFA model is expressed in the following equation:
Fi=Wi1X1+ Wi2X2+ Wi3X3+…+ WikXk where
Fi : Estimated value of Factor i
Wik : Weight or factor score coefficient
Xk:: variable k k: Number of variable
After testing measurement scale by Cronbach alpha, RELI5 was eliminated,
35 variables retained of cleaning service quality scales were put into EFA.
According to Hair et al (1998,p.111), Multivariate Data Analysis, Prentice- Hall International, Inc, Factor loading ensuring practical significance, factor loading
Factor loading is a crucial metric in statistical analysis, with values greater than 0.3 meeting the minimum requirement A factor loading above 0.4 is considered important, while a loading exceeding 0.5 indicates real significance According to Hair et al (1998, p 111), a sample size of at least 350 is necessary when selecting a factor loading greater than 0.3 For a smaller sample size of around 100, a loading of over 0.55 is recommended, and for a sample size of about 50, a factor loading greater than 0.75 should be chosen.
In this study, based on sample size 158 variables, the cut-off value of 0.5 for loading factor was applied to delete item(s) that did not meet this criterion.
The initial exploratory factor analysis (EFA) revealed seven extracted factors with an Eigenvalue of 1.105, accounting for a total explained variance of 72.007% While the variance met the necessary criteria, variables TAG32, RES9, TAG29, TAG33, TAG31, and CQ34 were excluded due to their loading factors being below 0.5.
After eliminating six variables (TAG32, RES9, TAG29, TAG33, TAG31, CQ34) and subsequently removing RES10, the exploratory factor analysis (EFA) revealed six factors with an Eigenvalue of 1.026 and a total explained variance of 72.638% All retained variables exhibited factor loadings exceeding the threshold of 0.5 Additionally, the KMO and Bartlett's Test yielded a high score of 0.900 (p=0.00), confirming the suitability of the EFA for further analysis using Multiple Linear Regression (MLR) The final results of the EFA are presented in Table 4.4.
The results revealed modifications in the observation variables of the cleaning service quality scales within the theoretical model The first component, identified as "affectivity," encompasses reliability and responsiveness, represented by variables RL1, RL2, RES7, RES8, RES11, and RES12 The second component consists of seven variables focusing on tangible aspects, designated as TAG24, TAG25, TAG26, TAG27, TAG28, and TAG30.
“tangibles” as it was originally termed The third component is a part of
The concept of "cleaner competence" encompasses key factors related to "assurance" and "cleaning quality," identified through variables ASS15, ASS16, ASS17, ASS18, ASS19, and CQ35 Additionally, "supervisor competence" is defined by six variables (ASS20, ASS21, ASS22, ASS23, CQ36) that also stem from the dimensions of "assurance" and "cleaning quality."
Table 4.4 – Rotated component matrix of cleaning service quality scale
Extraction Method: Principal Component Analysis
Rotation Method: Varimax with Kaiser Normalization. a Rotation converged in 7 iterations.
The fifth component encompasses three variables from the Reliability dimension, namely RELI3, RELI4, and RELI6, and is termed "Service Safety." Additionally, the final component consists of two variables, EPM13 and EPMI14, which are defined as "Empathy."
Once again, all retained variables are submitted to reliability analyses via Cronbach alpha before subsequent data analyses Resultant coefficient alphas of component 1 to 6 are 0.886, 0.881,0.903, 0.902,0.824, 0.877 respectively
2.2 Measurement scales of customer loyalty
The exploratory factor analysis (EFA) for the loyalty measurement scales revealed a single component with an Eigenvalue of 2.834, accounting for a total explained variance of 70.84% This indicates that the variance meets the necessary requirements, confirming that all variables are appropriate for subsequent analysis.
Table 4.5 – Total Variance Explained of customer loyal
Initial Eigenvalues Extraction Sums of Squared
The EFA result for each scale is provided in table 4.6.
Table 4.6 – EFA result for individual measurement scales
Scales Initial Eigenvalues Extraction/rotation Sums of Squared Loadings
Testing the research model and the hypotheses
4.4.1 Testing correlations between all constructs
Chapter 4 presents a research model comprising three hypotheses based on six dimensions of service quality, with modifications to the content of these dimensions To validate the hypotheses, the initial step involved analyzing the correlations between dependent and independent variables, as well as among the independent variables Subsequently, multiple linear regressions were conducted to confirm the relationships between these variables The correlation analysis results, displayed in Table 4.9, indicate a positive relationship among all constructs.
AFF TAG CLE SUP SAF EMP SAS39 LOY
** Correlation is significant at the 0.01 level (2-tailed).
* Correlation is significant at the 0.05 level (2-tailed).
4.4.2.1The relationship between Cleaning Service Quality and Customer
Multiple linear regression analysis was employed to test hypotheses and enter approach is used to select all independent variables that would be put into the model.
The assessment of the construct measurement scale revealed six perceived quality dimensions: affectivity, tangibles, cleaner competence, supervisor competence, service safety, and empathy, diverging from the six components outlined in Chapter 2, which included reliability of service provider, responsiveness, assurance, tangibles, empathy, and cleaning quality Multiple regression analyses were conducted to examine the relationships among these variables, with the resulting regression models providing insights into their interactions.
SAT= β 0 + β 1 *AFF + β 2 * TAG + + β 3 *CLE + β 4 *SUP+ β 5 *SAF + β 6 *EPM +e
Customer satisfaction is significantly influenced by six key dimensions of cleaning service quality: affectivity, tangibles, cleaner competence, supervisor competence, service safety, and empathy, as indicated by the results in Table 5.9a The overall regression model is highly significant, with an adjusted R² of 69.5%, demonstrating that these dimensions explain a substantial portion of customer satisfaction variance Each of the six independent variables shows a positive relationship with customer satisfaction, with coefficients of B = 202, 157, 283, 247, 185, and 108, respectively Notably, cleaner competence (B = 283) emerges as the most critical factor, highlighting the importance of effective recruitment and training of cleaners in enhancing customer satisfaction.
Therefore the hypothesis 1 is accepted ;
Hypothesis 1: Service quality is positively related to Customer satisfaction in cleaning service industry
Table 4.9a- Model Summary (cleaning service and customer satisfaction)
Std Error of the Estimate
R Square Change F Change df1 df2 Sig F
1 834 a 695 683 339 695 57.463 6 151 000 a Predictors: (Constant), EMP, SAF, SUP, CLE,
Unstandardized Coefficients Standardized Coefficients t Sig.
4.4.2.2The relationship between Customer Satisfaction and
The results of the multiple linear regression (MLR) analysis are detailed in tables 4.10a and 4.10b, revealing an adjusted R square value of 461 The ANOVA results indicate a significant F value of 133.69 at a significance level of 000, enabling the rejection of the null hypothesis that the regression coefficients are equal to zero However, the relatively low adjusted R square suggests that the model's goodness of fit for the population may be limited.
Table 4.10a-Model Summary ( customer satisfaction and customer loyalty)
Std Error of the Estimate
The statistical significance of the hypotheses was determined by testing the partial regression coefficients using the t value As indicated in Table 4.10b, the latent variables were found to be statistically significant The positive coefficients suggest that higher service quality leads to increased customer satisfaction, which in turn enhances customer loyalty to Pan Pacific Consequently, Hypothesis 2 is accepted.
H2: Customer satisfaction is positively related to customer loyalty in industry cleaning service
4.4.2.3The relationship between cleaning service quality dimensions and customer loyalty
The third regression model was run to test the relationship between cleaning service quality dimensions and customer loyalty, following is the equation of the model :
LOY= β 0 + β 1 * AFF + β 2 * TAG + β 3 *CLE + β 4 *SUP+ β 5 *SAF + β 6 *EPM +e
As can be seen in tables 4.11a, This model was also proved fit with data The
The R square value of 526 allows us to reject the null hypothesis that R square equals 0, indicating a strong model with a positive beta at a significance level of 000 According to the results in Table 4.11b, five latent variables are statistically significant; however, "empathy" can be excluded due to its lack of significant explanatory power on customer satisfaction, as evidenced by a significance level of 0.14, which is greater than the 0.05 threshold This finding is somewhat unexpected, suggesting that while empathy may not be a critical factor in customer loyalty, customers still value caring and individualized attention Overall, the results support the confirmation of hypothesis 3 regarding cleaning service quality.
H3: Service quality industry is positively related to customer loyalty in cleaning service
Table 4.11a - Model Summary ( service quality and customer loyalty)
Model R R Square Adjusted R Square Std Error of the Estimate
1 725 a 526 507 70179623 a Predictors: (Constant), EMP, SAF, SUP, CLE, TAG, AFF
Unstandardized Coefficients Standardized Coefficients t Sig.
This study is significant as it is the first of its kind to investigate the impact of cleaning service quality on customer satisfaction and loyalty among subscribers of cleaning companies in Vietnam The findings support the proposed model, demonstrating direct relationships between cleaning service quality, customer satisfaction, and customer loyalty.
A literature review and preliminary study identified six dimensions of cleaning service quality: reliability, responsiveness, empathy, assurance, tangibles, and cleaning quality Quantitative analysis and exploratory factor analysis (EFA) revealed six key dimensions—affectivity, tangibles, cleaner competence, supervisor competence, service safety, and empathy—that significantly correlate with customer satisfaction Notably, cleaner competence (β= 0.283, sig =0.000) and supervisor competence (β= 0.247, sig =0.000) emerged as critical factors influencing customer satisfaction Other significant dimensions include affectivity (β= 0.202, sig =0.000), service safety (β= 0.185, sig =0.000), tangibles (β= 0.157, sig =0.000), and empathy (β= 0.108, sig =0.000).
The study highlights the crucial role of customer satisfaction in fostering customer loyalty, revealing a significant positive relationship between the two It confirms a nonlinear and asymmetric connection, indicating that as customer satisfaction reaches certain thresholds, loyalty can dramatically increase or decrease Consequently, Pan Pacific should not only enhance their service quality but also reassess their offerings to ensure customer satisfaction.
Our research demonstrates a significant positive relationship between five dimensions of cleaning service quality—tangibles, affectivity, cleaner competence, supervisor competence, and service safety—and customer loyalty Interestingly, the dimension of empathy did not show a supportive relationship with customer loyalty, suggesting that its role may require further exploration This study highlights that service quality dimensions can vary across different service industries, markets, and countries, indicating the need for additional research to fully understand these dynamics.
To enhance customer loyalty, management must prioritize customer satisfaction, with service quality being a crucial factor High perceived service quality significantly influences preference loyalty, fostering a positive attitude towards the service provider and encouraging repeat patronage If customers of Pan Pacific are satisfied with the service quality, they are more likely to remain loyal Therefore, Pan Pacific should focus not only on improving service quality but also on understanding and meeting customer needs to retain loyalty.
This chapter presents the analysis results and key findings of the study, along with discussions regarding the research outcomes The subsequent chapter will summarize the overall conclusions, highlighting implications for management, theory, and future research directions.
DISCUSSION AND FINDINGS
In this concluding chapter, we will summarize the hypotheses that address the research questions posed in the study, culminating in a comprehensive conclusion Additionally, we will discuss the implications of our findings for management practices, theoretical frameworks, and directions for future research.
The study identified six key dimensions of cleaning service quality, ranked in order of importance as follows: cleaner competence, supervisor competence, affectivity, tangible facilities, service safety, and empathy These findings directly address the first research question.
A study conducted by Pan Pacific Corporation analyzed customer feedback through surveys and data analysis to explore the connections between service quality, customer satisfaction, and customer loyalty within the cleaning service industry The findings revealed a strong positive correlation between overall service quality and customer satisfaction, indicating that higher service quality leads to greater customer satisfaction Additionally, all dimensions of service quality significantly influence customer satisfaction The analysis also confirmed a positive relationship between cleaning service quality and customer satisfaction, while all service dimensions, except for "empathy," were found to significantly impact customer loyalty Thus, the second research question was supported.
The study also found that, there is a significantly positive between customer satisfaction and customer loyalty.
CONCLUSIONS AND IMPLICATIONS
Conclusions of the study
The study identified six key dimensions of cleaning service quality, prioritized as follows: cleaner competence, supervisor competence, affectivity, tangible facilities, service safety, and empathy These findings effectively address the first research question posed in Chapter 4.
A study conducted on Pan Pacific Corporation's customers through surveys and data analysis revealed a strong positive correlation between overall service quality and customer satisfaction in the cleaning service industry Each dimension of service quality significantly influences customer satisfaction, reinforcing the link between service quality and customer satisfaction Furthermore, while all service dimensions positively affect customer loyalty, the dimension of "empathy" was found to have no significant impact This supports the second research question of the study.
The study also found that, there is a significantly positive between customer satisfaction and customer loyalty.
Implications of the study
This study aims to explore the relationship between service quality, customer satisfaction, and customer loyalty within Vietnam's cleaning service sector As the first model tailored specifically for this industry in Vietnam, it offers valuable insights into the key dimensions that influence service quality The findings contribute significantly to enhancing existing theories in the field.
With regards to research methodology, this study contribute to the marketing literature a measurement scale as a useful instrument to measure quality in cleaning service Vietnam.
The findings of this study highlight critical implications for the management of the cleaning service industry, emphasizing the importance of understanding customer needs and preferences to enhance satisfaction and attract more clients Six dimensions of service quality were identified, underscoring the necessity for cleaning service providers to focus on these areas to maintain high overall service quality and strengthen their competitiveness in a highly competitive market Therefore, it is recommended that cleaning service providers prioritize these quality dimensions to improve their service offerings.
The study highlights that the competence of cleaning staff and supervisors significantly influences the quality of cleaning services In the cleaning industry, personnel play a crucial role, as they interact closely with customers daily Supervisors with strong managerial skills and a proactive approach ensure that cleaning standards are maintained and effectively address any issues that arise, leading to enhanced customer satisfaction and loyalty A dedicated cleaning team not only fosters a professional image for the company but also enhances the brand perception of the buildings they service Therefore, cleaning service companies must prioritize professional management along with robust recruitment and training systems, ensuring that new cleaners receive comprehensive training before commencing their duties on-site.
The affectivity dimension, which encompasses reliability and responsiveness, is crucial for ensuring high-quality cleaning services Cleaning companies must fulfill their service obligations and respond promptly to crises, issues that arise during cleaning, and unexpected customer emergencies To achieve this, they should not only prioritize well-trained service personnel but also maintain a professional organization that fosters close coordination between departments, particularly Sales and Operations This responsiveness means that cleaning companies must take immediate corrective actions upon receiving customer complaints.
The use of modern equipment and environmentally friendly cleaning chemicals enhances customer satisfaction and loyalty in cleaning services By prioritizing these tangibles and ensuring service safety, customers feel secure, which helps maintain the property’s condition and reflects a professional image for the service provider.
Empathy, often undervalued, is a crucial element in the cleaning service industry Building strong relationships with clients encourages them to voice their thoughts on service quality, enabling providers to promptly address any issues and enhance customer satisfaction.
Limitations and recommendations for further research
The study's findings must be interpreted with caution due to several limitations Firstly, data was gathered exclusively from a single cleaning service provider, which may not be representative of other companies in the industry Future research should aim to replicate these results across diverse contexts and multiple service providers Additionally, the data collection was restricted to customers with projects in the South, limiting the generalizability of the findings to the entire country Lastly, the use of availability sampling, while common in service quality and customer satisfaction research, presents another constraint on the study's conclusions.
The current study's non-experimental design limited the ability to control for unidentified extraneous variables, suggesting that future research should aim to include these factors to enhance causal inferences Additionally, incorporating variables such as price perception, corporate image, and switching costs could strengthen the research models and provide deeper insights into customer loyalty Future studies should consider integrating these additional variables for a more comprehensive analysis.
CUSTOMER SATISFACTION FEEDBACK
This survey seeks your opinions on cleaning services, specifically regarding the essential features that firms should possess Please indicate your level of agreement with each statement by selecting a number from 1 to 5, where 5 signifies strong agreement and 1 indicates strong disagreement Your feedback is crucial for understanding perceptions of Pan Pacific’s cleaning services, and there are no right or wrong answers.
Please rate your level of agreement with the following statements by circle one number :
1.Strongly disagree 2.Disagree 3.Neutral 4.Agree 5.Strongly agree
No Statement Level of agreement
1 Company fulfils the obligation rightly as commitment 1 2 3 4 5
2 Company provides its services at the promised time 1 2 3 4 5
3 Company has professional quality management system 1 2 3 4 5
4 Company has ability to compensate for all loses and the occurred damage caused directly by cleaning staffs at all time when working f customer.
5 Company has ability to provide extra services (external window cleaning, waxing floor, upgrade floors…)
6 Comply with safety regulation when perform cleaning works at height
7 Company overcomes arising problem promptly 1 2 3 4 5
8 Company solves quickly when receives complaints from customer 1 2 3 4 5
9 Company keeps customers informed about how to solve customer complaints.
10 Schedule of cleaning work is adjusted flexibly when customer has suitable comments.
11 Company is willing to help customer 1 2 3 4 5
12 Company responds to customer's requests promptly 1 2 3 4 5
13 Company keep communication with customer regularly 1 2 3 4 5
14 Company give customers attention sincerely 1 2 3 4 5
15 New staffs have good training 1 2 3 4 5
16 Staff’s working skill is good 1 2 3 4 5
17 Staff’s working performance is professional 1 2 3 4 5
18 Staff’s working attitude is devotion 1 2 3 4 5
19 Staff’s working attitude is active 1 2 3 4 5
20 Supervisor has ability to control cleaning standard at site 1 2 3 4 5
21 Supervisor knows how to monitor and assign staffs effectively 1 2 3 4 5
22 Supervisor is good in communication 1 2 3 4 5
23 Supervisor has ability to solve works quickly 1 2 3 4 5
24 Using good brand and modern equipments 1 2 3 4 5
26 Using chemical friendly to environment 1 2 3 4 5
27 Using chemical having technical data specification from manufacture 1 2 3 4 5
28 Using chemical are not effected to customer’s property 1 2 3 4 5
29 Cleaning tools are good quality 1 2 3 4 5
30 Cleaning tools are specific for each working zone 1 2 3 4 5
31 Company’s staffs have a neat, professional appearance 1 2 3 4 5
32 Staffs uniform is good design and clean color 1 2 3 4 5
33 Cleaning checklist form is specific and professional 1 2 3 4 5
34 Cleaning service quality is improved each year 1 2 3 4 5
35 Cleaning quality is controlled as standard 1 2 3 4 5
36 Performing full scope of work as agreement 1 2 3 4 5
37 We satisfy with cleaning service quality of Pan Pacific 1 2 3 4 5
38 Recommend cleaning service of Pan Pacific to someone/company who seeks your advice
39 Consider Pan Pacific your first choice to use cleaning service 1 2 3 4 5
40 Continue to use services of Pan Pacific in the next few years 1 2 3 4 5
41 Pay a higher price than competitors charge for the benefits you currently receive from Pan Pacific.
Thanks for your taking the time and precious opinions
APPENDIX 2- PHIẾU Ý KIẾN KHÁCH HÀNG ẹụn vũ:
Bảng khảo sát này nhằm thu thập ý kiến của quý vị về dịch vụ vệ sinh của Pan Pacific Xin vui lòng chia sẻ đánh giá của bạn về chất lượng dịch vụ này bằng cách lựa chọn các phương án phù hợp.
1 trong 5 mức độ đồng ý của mỗi phát biểu Quý vị chọn số
Chúng tôi rất trân trọng ý kiến của Quý vị, với thang điểm từ 1 đến 5, trong đó 5 thể hiện sự đồng ý cao nhất và 1 thể hiện sự không đồng ý hoàn toàn Mọi thông tin mà Quý vị cung cấp đều có giá trị và không có câu trả lời đúng hay sai.
Vui lòng cho biết mức độ đồng ý của quý vị đối với nội dung phát biểu dưới đây bằng cách khoanh tròn vào MỘT con số theo quy ước :
1 Rất không đồng ý 2.Không đồng ý 3.Bình thường 4.Đồng ý 5.Rất đồng ý
No Nội dung Mức độ đồng ý
1 Công Ty thực hiện đúng các vấn đề đã cam kết 1 2 3 4 5
2 Công Ty cung cấp dịch vụ như thời gian đã hứa 1 2 3 4 5
3 Công ty có hệ thống quản lý chất lượng chuyên 1 2 3 4 5
Dưới đây là bốn công ty có khả năng bồi thường cho khách hàng trong trường hợp xảy ra hư hỏng hoặc mất mát do nhân viên vệ sinh gây ra trong quá trình cung cấp dịch vụ Những công ty này cam kết bảo vệ quyền lợi của khách hàng và đảm bảo sự an tâm khi sử dụng dịch vụ vệ sinh Khách hàng có thể hoàn toàn yên tâm rằng mọi thiệt hại sẽ được đền bù hợp lý, thể hiện sự chuyên nghiệp và trách nhiệm của các công ty trong ngành.
Dưới đây là 5 công ty hàng đầu cung cấp dịch vụ vệ sinh chuyên nghiệp, bao gồm lau kính cao, phủ keo sàn và phục hồi sàn đá đặc biệt Những công ty này không chỉ mang đến giải pháp vệ sinh hiệu quả mà còn đảm bảo chất lượng dịch vụ cao, đáp ứng nhu cầu đa dạng của khách hàng Với đội ngũ nhân viên lành nghề và trang thiết bị hiện đại, họ cam kết mang lại không gian sạch sẽ và an toàn cho mọi công trình.
6 Tuân thủ các quy định an toàn khi thực hiện công vieọc veọ sinh treõn cao 1 2 3 4 5
7 Công ty tổ chức thực hiện khắc phục ngay các sự 1 2 3 4 5
8 Công ty giải quyết vấn đề nhanh chóng khi nhận phàn nàn từ khách hàng 1 2 3 4 5
9 Công ty thông tin cho khách hàng tình hình giải 1 2 3 4 5
10 Công ty linh động điều chỉnh bố trí công việc khi có góp ý phù hợp từ khách hàng 1 2 3 4 5
11 Công ty luôn luôn sẳn sàng hỗ trợ khách hàng 1 2 3 4 5
12 Công ty đáp ứng nhanh các yêu cầu của khách 1 2 3 4 5
13 Công ty thường xuyên liên lạc với khách hàng về tình hình thực hiện dịch vụ 1 2 3 4 5
14 Công ty luôn thể hiện sự quan tâm đối với khách 1 2 3 4 5
15 Nhân viên vệ sinh mới được huấn luyện tốt 1 2 3 4 5
16 Nhân viên vệ sinh có kỹ năng làm việc tốt 1 2 3 4 5
17 Nhân viên vệ sinh thực hiện công việc chuyên 1 2 3 4 5
18 Nhân viên vệ sinh có thái độ làm việc tận tâm 1 2 3 4 5
19 Nhân viên vệ sinh làm việc năng động 1 2 3 4 5
20 Giám sát có khả năng kiểm soát tiêu chuẩn chất lượng vệ sinh theo tiêu chuẩn 1 2 3 4 5
21 Giám sát có khả năng hướng dẫn và bố trí 1 2 3 4 5
22 Giám sát có khả năng giao tiếp tốt với khách 1 2 3 4 5
23 Giám sát có khả năng giải quyết công việc 1 2 3 4 5
24 Công ty sử dụng thiết bị hiện đại, có thương hiệu 1 2 3 4 5
25 Công ty sử dụng hóa chất có thương hiệu tốt 1 2 3 4 5
26 Công ty sử dụng hóa chất thân thiện với môi 1 2 3 4 5
27 Công ty sử dụng hóa chất có đặc tính kỹ thuật 1 2 3 4 5
28 Công ty sử dụng hóa chất không ảnh hưởng đến tài sản của khách hàng 1 2 3 4 5
29 Công ty sử dụng dụng cụ vệ sinh có chất lượng 1 2 3 4 5
30 Công ty sử dụng dụng cụ vệ sinh riêng biệt cho 1 2 3 4 5
31 Nhân viên vệ sinh có trang phục gọn gàng hình 1 2 3 4 5
32 Đồng phục nhân viên có thiết kế đẹp và màu 1 2 3 4 5
33 Các phiếu kiểm tra chất lượng vệ sinh chi tiết, 1 2 3 4 5
34 Chất lượng dịch vụ vệ sinh được cải tiến theo thời 1 2 3 4 5
35 Chất lượng vệ sinh luôn được kiểm soát ổn định 1 2 3 4 5
36 Thực hiện đầy đủ chi tiết công việc như đã thỏa 1 2 3 4 5
37 Chỳng tụi hài lũng với dịch vu vệ sinhù của Cụng 1 2 3 4 5
38 Giới thiệu dịch vụ vệ sinh của Pan Pacific đến đơn 1 2 3 4 5
39 Luôn cân nhắc Pan Pacific là sự chọn lựa đầu tiên khi sử dụng dịch vụ vệ sinh 1 2 3 4 5
40 Tiếp tục sử dụng dịch vụ của Pan Pacific trong thời 1 2 3 4 5
41 Sẳn sàng trả giá cao hơn các đối thủ cạnh tranh khác khi Pan mang lại các lợi ích tốt hơn cho khách hàng.
Cảm ơn Quý khách hàng đã dành thời gian đóng góp cho chúng tôi những ý kiến quý báu
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SOME ACTIVITIES OF CLEANING SERVICES FOR REFERENCE
