TRAN DINH THUY LINH THE IMPACT OF SERVICE QUALITY ON GRAB’S CUSTOMER SATISFACTION AN EMPIRICAL STUDY IN THE COVID 19 EPIDEMIC BACHELOR THESIS FACULTY OF BUSINESS ADMINISTRATION SUBJECT CODE 7340101 HO[.]
MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIETNAM BANKING UNIVERSITY OF HO CHI MINH CITY TRAN DINH THUY LINH THE IMPACT OF SERVICE QUALITY ON GRAB’S CUSTOMER SATISFACTION: AN EMPIRICAL STUDY IN THE COVID 19 EPIDEMIC BACHELOR THESIS FACULTY OF BUSINESS ADMINISTRATION SUBJECT CODE: 7340101 HO CHI MINH CITY, 2021 TRAN DINH THUY LINH THE IMPACT OF SERVICE QUALITY ON GRAB’S CUSTOMER SATISFACTION: AN EMPIRICAL STUDY IN THE COVID 19 EPIDEMIC BACHELOR THESIS FACULTY OF BUSINESS ADMINISTRATION SUBJECT CODE: 7340101 SUPERVISOR: Ph.D NGUYEN VAN THUY HO CHI MINH CITY, 2021 DECLARATION I declare that this final study is entirely my composition All references made to works of other persons have been duly acknowledged The figures in this thesis are taken from sources that are published I am responsible for my thesis Signature Tran Dinh Thuy Linh ACKNOWLEDGE I am willing to take this opportunity to acknowledge several individuals who have helped me to complete my thesis First of all, I would like to give my endless thanks and gratefulness to my supervisor, Ph.D Nguyen Van Thuy His kindly and continuous advice went through the process of completion of my thesis His encouragement and comments had significantly enriched and improved my work Without his motivation and instruction, the thesis would have been impossible effectively Secondly, I want to thank my family for their endless love, care and have most assistance and motivation for me for my whole life Next, my deepest thanks come to all of my friends who always support me when I study at university I am thankful for the times, and they have listened to me, advised me, and even comforted me They are kindly helped, cared for, and motivated gave me strength, and lifted me all the trouble for the rest of my life TABLE OF CONTENT CHAPTER INTRODUCTION 1.1 Problem thesis 1.2 Aims and objective of the research 1.3 Subject and scope of the research 1.4 Research method 1.5 Structure of thesis 1.6 Summary CHAPTER LITERATURE REVIEW 2.1 The basic concepts 2.1.1 Customer satisfaction 2.1.2 Service quality 2.1.3 The relationship between service quality and customer satisfaction 10 2.2 Theoretical research 12 2.3 Conceptual model and hypothesis 17 2.3.1 Hypothesis 17 2.3.2 Research model 20 2.4 Summary 21 CHAPTER METHODOLOGY 22 3.1 Design of research 22 3.1.1 Research process 22 3.1.2 Modify the questionnaires 24 3.2 Building the scale 24 3.2.1 The scale of reliability (RE) 25 3.2.2 The scale of responsiveness (RS) 25 3.2.3 The scale of empathy (EM) 26 3.2.4 The scale of tangibles (TA) 26 3.2.5 The scale of assurance (AS) 27 3.2.6 The scale of price policy (PR) 27 3.2.7 The scale of customer satisfaction (CS) 28 3.3 Sample and data 28 3.3.1 Sample size 28 3.3.2 Survey questionnaire 29 3.3.3 Collecting data 29 3.4 Data analysis 30 3.4.1 Test reliability by Cronbach's Alpha 30 3.4.2 Test Validity by Exploratory factor analysis (EFA) 31 3.4.3 Regression Analysis 32 3.4.4 ANOVA test 34 3.5 Summary 34 CHAPTER RESULT AND FINDING 35 4.1 Company overview 35 4.1.1 History of Grab Holding Inc 35 4.1.2 About Grab Vietnam 36 4.2 Sample description 38 4.3 Reliability test by Cronbach’s Alpha 40 4.3.1 Evaluating reliability scale 40 4.3.2 Evaluating responsiveness scale 41 4.3.3 Evaluating tangibles scale 41 4.3.4 Evaluating empathy scale 42 4.3.5 Evaluating assurance scale 42 4.3.6 Evaluating price policy scale 43 4.3.7 Evaluating customer satisfaction scale 43 4.4 Results of exploratory factor analysis (EFA) 44 4.4.1 Factors analysis for independent variables 44 4.4.2 Factors analysis for the dependent variable 46 4.4.3 Conclusion about exploratory factors analysis 47 4.5 Correlation analysis 51 4.6 Test of regression analysis 52 4.7 Testing of the sample 55 4.7.1 The difference in gender 56 4.7.2 The difference in age 56 4.7.3 The difference in occupations 57 4.7.4 The difference between the frequency 58 4.7.5 The difference between essential service during COVID-19 59 4.8 Summary 59 CHAPTER CONCLUSIONS AND IMPLICATIONS 60 5.1 Conclusions 60 5.2 Implications managements improve customer satisfaction on Grab’s users 61 5.2.1 Grab should highly focus on price policy to enhance customer satisfaction with its services 61 5.2.2 Grab should concentrate on assurance for users to enhance customer satisfaction 62 5.2.3 Grab should focus on service competence to enhance its customer satisfaction 63 5.2.4 Grab should consider reliability to enhance customer satisfaction 63 5.2.1 Grab should consider responsiveness to enhance customer satisfaction 64 5.3 Contribution of the study 64 5.4 Limitations and future research 65 5.5 Summary 65 REFERENCES 66 APPENDIX 1: QUESTIONNAIRE SURVEY 71 APPENDIX 2: DATA ANALYSIS RESULT 77 LIST OF ACRONYMS Acronyms Meaning EFA Exploratory Factor Analysis ANOVA Analysis of Variance Sig Significance level VIF Variance Inflation factor KMO Kaiser-Mayer-Olkin RE Reliability RS Responsiveness TA Tangibles EM Empathy PR AS CS Price Policy Assurance Customer satisfaction LIST OF FIGURES Figure 2.1: Research model 20 Figure 3.1: Research process 23 Figure 4.1: Research model after EFA 51 ... respondents using Grab services during the fourth outbreak of COVID 19 in Ho Chi Minh city Based on the study result, the determinant factors that impact Grab’s customer satisfaction in Ho Chi Minh. .. infections in the community recorded 97.370 cases as of July 2021, including Ho Chi Minh city, the epicenter, witnessed 62.139 instances of the impact of the Delta variant Ho Chi Minh City authorities...TRAN DINH THUY LINH THE IMPACT OF SERVICE QUALITY ON GRAB’S CUSTOMER SATISFACTION: AN EMPIRICAL STUDY IN THE COVID 19 EPIDEMIC BACHELOR THESIS FACULTY OF BUSINESS ADMINISTRATION SUBJECT