Microsoft word luan van lan anh 13072022(fixed)

Microsoft Word Luan van Lan Anh 13072022(fixed) doc BỘ GIÁO DỤC VÀ ĐÀO TẠO NGÂN HÀNG NHÀ NƯỚC VIỆT NAM TRƯỜNG ĐẠI HỌC NGÂN HÀNG THÀNH PHỐ HỒ CHÍ MINH LƯƠNG LAN ANH THE EFFECTS OF RECOVERY SERVICE ON C[.]

BỘ GIÁO DỤC VÀ ĐÀO TẠO NGÂN HÀNG NHÀ NƯỚC VIỆT NAM TRƯỜNG ĐẠI HỌC NGÂN HÀNG THÀNH PHỐ HỒ CHÍ MINH LƯƠNG LAN ANH THE EFFECTS OF RECOVERY SERVICE ON CUSTOMER SATISFACTION LEADING TO SWITCH INTENTION AND WORD-OF-MOUTH ABOUT VIETJET AIR LUẬN VĂN THẠC SĨ Thành phố Hồ Chí Minh - Năm 2022 BỘ GIÁO DỤC VÀ ĐÀO TẠO NGÂN HÀNG NHÀ NƯỚC VIỆT NAM TRƯỜNG ĐẠI HỌC NGÂN HÀNG THÀNH PHỐ HỒ CHÍ MINH LƯƠNG LAN ANH THE EFFECTS OF RECOVERY SERVICE ON CUSTOMER SATISFACTION LEADING TO SWITCH INTENTION AND WORD-OF-MOUTH ABOUT VIETJET AIR Chuyên ngành: QUẢN TRỊ KINH DOANH Mã số: 34 01 01 LUẬN ÁN VĂN THẠC SĨ NGƯỜI HƯỚNG DẪN KHOA HỌC: Tiến sĩ Trần Văn Đạt i DECLARATION I declare that the thesis “The effects of recovery service on customer satisfaction leading to switch intention and word-of-mouth about VietJet Air” is the result of my own research process Except for references from other research works as stated in the thesis, the survey data and the results of the thesis are honest and not yet published in any research work before ii ACKNOWLEDGE During my thesis time, I got loads of backings and supportive gestures from numerous people This thesis would not have been accomplished without those valuable input, support, counsel, and advice First and foremost, I would like to express my deepest thanks to my instructor – Phd Tran Van Dat – lecturer at Banking University of Ho Chi Minh City – for his believable and unreserved help, valuable advices and recommendation Thank for his effort and wide knowledge to make my topic possible, his suggestions, direction and advices are always highly appreciated and greatly contributing to the success of this thesis I would also like to express my sincere appreciation to the professors and lecturers for their guidance during my academic years at the University of Banking The knowledge and skills that I have learned, have assisted me in the completing of this thesis Last but not least, honestly the most supported ones are my family Words fail me to express my thankfulness for my parents for their endless love To all the above, and so many more, I just simply want to say again “Thank you for all your encouragement, support, and love” iii ABSTRACT Title The effects of recovery service on customer satisfaction leading to switch intention and word-of-mouth about VietJet Air Abstract Service failures are all too common these days, no matter how good you are, and recovering from them is a difficulty that many airlines face If service faults are not resolved swiftly, revenue and customers may be lost With low-cost airlines like VietJet Air, service errors often occur, but it is not focused on recovering Therefore, this study has taken the context of the aviation industry in Vietnam, specifically VietJet Air This study aims to understand the influence of key service recovery strategies including offering apology and compensation on customer satisfaction From there, find out the relationship between customer satisfaction and intention to switch and WOM about VietJet Air This study uses the main method of quantitative research with a sample of 260 The research subjects are VietJet Air’s passengers who have ever faced any service failure such as flight delay, flight cancellation, lost baggage, and some other problems Research results supported all the proposed theories in this article In particular, the service recovery campaign including apology and compensation affects customer satisfaction, which is an important contribution in practical application Customers who are hurt and generate negative feelings when experiencing service failures, they will need sincere apologies and adequate compensation In addition, the positive influence of customer satisfaction on conversion intention was also supported in this study When a passenger is satisfied with an airline, their intention to use another airline is unlikely to occur, a and positive word of mouth about the airline will also increase Nevertheless, this research also had some limitation, which was highlighted in the body research Keywords Service recovery, customer satisfaction, switching intention, WOM, VietJet Air iv TÓM TẮT Tiêu đề Tác động phục hồi dịch vụ đến hài lòng khách hàng dẫn đến chuyển đổi ý định truyền miệng VietJet Air Abstract Những cố dịch vụ ngày trở nên phổ biến, cho dù có giỏi đến đâu, việc khắc phục chúng khó khăn mà nhiều hãng hàng khơng phải đối mặt Nếu lỗi dịch vụ không giải nhanh chóng, doanh thu khách hàng bị Với hãng hàng không giá rẻ VietJet Air thường xảy lỗi dịch vụ lại khơng trọng khắc phục Vì vậy, nghiên cứu lấy bối cảnh ngành hàng không Việt Nam, cụ thể VietJet Air Nghiên cứu nhằm mục đích tìm hiểu ảnh hưởng chiến lược khơi phục dịch vụ bao gồm đưa lời xin lỗi bồi thường có tác động hài lòng khách hàng Từ đó, tìm mối quan hệ hài lòng khách hàng ý định chuyển đổi WOM VietJet Air Nghiên cứu sử dụng phương pháp nghiên cứu định lượng với mẫu 260 Đối tượng nghiên cứu hành khách VietJet Air gặp cố dịch vụ chậm chuyến, hủy chuyến, thất lạc hành lý, số vấn đề khác Kết nghiên cứu chấp nhận tất lý thuyết đề xuất nghiên cứu Đặc biệt, chiến dịch khôi phục dịch vụ bao gồm xin lỗi bồi thường ảnh hưởng đến hài lòng khách hàng, đóng góp quan trọng việc áp dụng thực tế Những khách hàng bị tổn thương nảy sinh cảm giác tiêu cực gặp cố dịch vụ, họ cần lời xin lỗi chân thành đền bù thỏa đáng Ngồi ra, ảnh hưởng tích cực hài lòng khách hàng đến ý định chuyển đổi nghiên cứu Khi hành khách hài lịng với hãng hàng khơng, ý định sử dụng hãng hàng không khác họ khó xảy ra, truyền miệng tích cực hãng hàng khơng tăng lên Tuy nhiên, nghiên cứu có số hạn chế, điều nhấn mạnh nghiên cứu chi tiết Keywords Khôi phục dịch vụ, hài lòng khách hàng, ý định chuyển đổi, truyền miệng, VietJet Air v LIST OF SPORTENED WORDS WOM - word of mouth CFA - Confirmatory Factor Analysis vi CONTENT CONTENT vi LIST OF TABLE viii LIST OF PICTURES x Chapter 1: INTRODUCTION 1.1 Research background 1.2 Research objectives 1.3 Research question 1.4 Research scope 1.5 Research method 1.6 Research significance 1.6.1 Theoretical significance 1.6.2 Practical significance 1.7 Proposal structure Chapter 2: LITERATURE REVIEWS 2.1 Term and definitions 2.1.1 Definitions 2.1.2 Theorical model – justice theory 14 2.2 Previous research 15 2.2.1 Global research 15 2.2.2 Domestic research 26 2.3 Research gaps and contribution 27 2.4 Research hypotheses 28 2.5 Research model 32 3.1 Research process 35 3.1.1 Qualitative research 35 3.1.2 Quantitative research 36 3.2 Adjust scale 39 3.3 Data processing method 41 3.3.1 Cronbach Alpha Analysis 41 3.3.2 EFA analysis 42 3.3.3 Confirmatory Factor Analysis – CFA 44 3.3.4 SEM structure 45 Chapter 4: RESULTS AND DISCUSSIONS 47 4.1 Overview of the research samples 47 4.2 Crosstabulation 54 4.3 Reliability of scale 55 4.4 Exploratory factor analysis (EFA) 56 4.5 CFA 58 4.6 Structural equation modeling 61 4.7 Hypothesises testing 63 4.8 Discussion 63 Chapter 5: CONCLUSION AND IMPLICATIONS 67 5.1 Conclusion 67 5.2 Managerial implications and theoretical contributions 68 5.2.1 Theoretical contributions 68 5.2.2 Managerial implications 70 5.3 Limitations and Recommendation for Future Studies 71 REFERENCES i APPENDIX 1: PRE-TEST QUESTIONAIRE xiii vii APPENDIX 2: BẢNG CÂU HỎI TRƯỚC KHI THỰC HIỆN THU THẬP DỮ LIỆU CHÍNH THỨC THỰC NGHIỆM xiv APENDIX 3: OFFICAL QUESTIONNAIRE xv APPENDIX 4: BẢNG CÂU HỎI CHÍNH xviii APPENDIX 5: DATA – MEAN INDEXES xxii APPENDIX 6: DATA – AVE AND CR VALUES xxiii viii LIST OF TABLE Table Service recovery definitions (Source: Author collected) Table Other service recovery previous research in global 23 Table Likert scale (5 level) 36 Table Collecting data timing (Source: The author) 38 Table “Aplogy” scale 40 Table “Compensation” scale 40 Table “Customer satisfaction” scale 40 Table “Switching intention” scale 41 Table “Word of Mouth” scale 41 Table 10 Sample characteristics of gender (Source: SPSS 22 statistics) 47 Table 11 Sample characteristics of age groups (Source: SPSS 22 statistics) 47 Table 12 Sample characteristics of age groups (Source: SPSS 22 statistics) 48 Table 13 Occasions that respondents use the airplane the most 48 Table 14 Airplane brands that respondents mostly fly with 48 Table 15 Repondents’ level educations (Source: SPSS 22 statistics) 48 Table 16 (AP1) VietJet Air make a public apology immediately 49 Table 17 (AP2) Passengers expect aplogies which could show their staff’s sincerity (Source: SPSS 22 statistics) 49 Table 18 (AP3) The apologies significantly help their customers more reduced anger, negative impression with VietJet Air (Source: SPSS 22 statistics) 50 Table 19 (AP4) An apology from the airline was essential to respondents 50 Table 20 (CP1) VietJet Air has taken appropriate compensation policies to solve the issue (Source: SPSS 22 statistics) 50 Table 21 (CP2) Providing compensation enhances their customers positive emotions (Source: SPSS 22 statistics) 50 Table 22 (CP3) When VietJet Air offers compensation, their customers prefer monetary compensation (Source: SPSS 22 statistics) 51 Table 23 (SF1) Customers feel pleased with the dealing of the specific event 51 Table 24 (SF2) When I decided to travel with VietJet Air, I believe I made the proper choice (Source: SPSS 22 statistics) 51 Table 25 (SF3) VieJet Air did all I expected (Source: SPSS 22 statistics) 52 Table 26 (SF4) Customers felt satisfied with the overall service recovery actions to their service failures (Source: SPSS 22 statistics) 52 Table 27 (ST1) Recently, customers have searched and checked product price of other airline brands (Source: SPSS 22 statistics) 53 Table 28 In the future, customers will not reduce the frequency travelling VietJet Air have that had a bad experience (Source: SPSS 22 statistics) 53 Table 29 (ST3) Customers not require the services of a different airline companies (Source: SPSS 22 statistics) 53 Table 30 (WO1) Customers will tell friends / family about how the airline solved the problems they had (Source: SPSS 22 statistics) 54 Table 31 (WO2) I am likely to share positive opinions to friends and family about my overall experience with VietJet Air (Source: SPSS 22 statistics) 54 Table 32 (WO3) I am likely to share positive opinions to friends and family about my overall experience with VietJet Air (Source: SPSS 22 statistics) 54 Table 33 On which occasions that each gender chooses the airplane the most? 54 Table 34 Which airplane brands that each gender mostly fly with 55 Table 35 Reliability Statistics (Source: SPSS 22 statistics) 55 Table 36 Item-Total Statistics (Source: SPSS 22 statistics) 56 Table 37 KMO and Bartlett's Test (Source: SPSS 22 statistics) 57 ... HỒ CHÍ MINH LƯƠNG LAN ANH THE EFFECTS OF RECOVERY SERVICE ON CUSTOMER SATISFACTION LEADING TO SWITCH INTENTION AND WORD- OF-MOUTH ABOUT VIETJET AIR Chuyên ngành: QUẢN TRỊ KINH DOANH Mã số: 34 01... nhấn mạnh nghiên cứu chi tiết Keywords Khôi phục dịch vụ, hài lòng khách hàng, ý định chuyển đổi, truyền miệng, VietJet Air v LIST OF SPORTENED WORDS WOM - word of mouth CFA - Confirmatory Factor... flight from Cam Ranh to Ho Chi Minh City had a technical problem after taking off, turned around but landed on the wrong runway, which had not been put into operation waterfall at Cam Ranh airport