VAI TRÒ CỦA CHẤT LƯỢNG DỊCH VỤ VÀ SỰ HÀI LÒNG CỦA KHÁCH HÀNG đối VỚI SỰ TRUNG THÀNH CỦA KHÁCH HÀNG TRONG NGÀNH BÁN LẺ VIỆT NAM

VAI TRÒ CỦA CHẤT LƯỢNG DỊCH VỤ VÀ SỰ HÀI LÒNG CỦA KHÁCH HÀNG ĐỐI VỚI SỰ TRUNG THÀNH CỦA KHÁCH HÀNG TRONG NGÀNH BÁN LẺ VIỆT NAM. THE ROLE OF SERVICE QUALITY AND CUSTOMER SATISFACTION IN CUSTOMER LOYALTY IN VIETNAM RETAIL INDUSTRY

UNIVERSITY OF NORTHAMPTON THE ROLE OF SERVICE QUALITY AND CUSTOMER SATISFACTION IN CUSTOMER Text LOYALTY IN VIETNAM RETAIL INDUSTRY In partial fulfilment of requirements for the degree of Master’s in Business Administration Course Title: STRM059 – Business Research Project Module Leader: Harriet Richmond Module Tutor: Dr Senjuti Goswami Submitted By: Ho Vu Anh Thu Due Date: Oct 2018 Student ID: 18400103 Word count: 7538 words Submission Date: Oct 2018 ACKNOWLEDGEMENT During the implementation of business research project with the topic “The role of Service Quality and Customer Satisfaction in Customer Loyalty in Vietnam retail industry”, I would like to thank to honourable instructor Dr Senjuti Goswami, who has dedicated, thoughtful guidance me can complete the study in the best way I gave full support about direction, opinion and instruction from my advisor, so giving thanks is not enough for the contribution of her in preparation of this paper report At the same time, I also acknowledge all the lecturers in Amity Global Institute in Singapore have supported and provided more information, knowledge and methods to help me as well as students of MBA classes S1 to complete this research paper Although there have been many attempts to implement the research, it is inevitable that the first time of scientific research will be lacking in knowledge and experience I am looking forward to receiving the comments from lecturers and friends for further research Sincerely thank! 2|Page ABSTRACT Along with the increase of competitions in current market situation, maintaining the customer loyalty is an important factor for development of any retailers The research aims to evaluate the relationship between service quality, customer satisfaction, and customer loyalty in Vietnam retail industry Author further clarifies the impacts of service quality on customer satisfaction based on five components, including physical aspects, reliability, personal interaction, problem solving, and policy I conducted the survey with 148 participants to investigate their perception satisfaction regarding their favourite retail stores in Vietnam The result shows a highly effect of service quality on customer satisfaction and customer loyalty, and impact of customer satisfaction on customer loyalty The finding not only contributes to the literature on customer loyalty topic, but also may useful to apply practically for managers to improve the customer relationship programmes Key words: service quality, customer satisfaction, customer loyalty, retail industry 3|Page TABLE OF CONTENTS ACKNOWLEDGEMENT ABSTRACT TABLE OF CONTENTS LIST OF TABLES LIST OF FIRGUES CHAPTER ONE – INTRODUCTION 1.1 Research Background 1.2 Research Reasons CHAPTER TWO – LITERATURE REVIEW 10 2.1 Introduction 10 2.2 The Concepts and Theories of Service Quality, Customer Satisfaction, and Customer Loyalty 10 2.2.1 Service Quality 10 2.2.2 Customer satisfaction 11 2.2.3 Customer loyalty 12 2.3 Conclusion 13 CHAPTER 3: HYPOTHESIS AND RESEARCH MODEL 14 3.1 Introduction 14 3.2 Statement of Hypothesis 14 3.2.1 Relationship between Service Quality and Customer Satisfaction 14 3.2.2 Relationship between Service Quality and Customer Loyalty 15 3.2.3 Relationship between Customer Satisfaction and Loyalty 16 3.3 Model proposed 16 4|Page 3.4 Conclusion 18 CHAPTER FOUR - METHODOLOGY 19 4.1 Introduction 19 4.2 Research Method 19 4.3 Research Instrument 19 4.4 Data Collection 20 4.6 Research Ethics 20 4.7 Conclusion 20 CHAPTER 5: DATA ANALYSIS AND DISCUSSION 21 5.1 Introduction 21 5.2 Sample features 21 5.2 Descriptive statistic 22 5.3 Independent T-Test 24 5.4 Chi-square Test 26 5.5 Cronbach’s Alpha Method 26 5.6 ANOVA test 27 5.7 Correlation 29 5.7 Regression Analysis 30 5.8 Conclusion 33 CHAPTER 6: CONCLUSION AND RECOMMENDATIONS 34 6.1 Introduction 34 6.2 Research Conclusion 34 6.3 Recommendations 35 6.4 Limitations and Suggestions for Future Research 35 5|Page 6.5 Conclusion 36 REFERENCES 37 APPENDIX 43 Appendix 1: Questionnaire 43 Appendix 2: Ethics Application Form 45 LIST OF TABLES Table 1: Features of Samples 22 Table 2: Descriptive Statistic 23 Table 3: T-Test Result 25 Table 4: Chi-square Test 26 Table 5: Cronbach’s Alpha Test 27 Table 6: ANOVA Test Result 28 Table 7: Correlation Matrix 30 Table 8: Regression results of Model 31 Table 9: Regression results of Model 32 LIST OF FIRGUES Figure 1: Research model 17 6|Page CHAPTER ONE – INTRODUCTION 1.1 Research Background It has been 11 years since Vietnam joined the World Trade Organisation (WTO) (World Trade Organization, 2018), it is in top attractive retail markets in the world According to the report of A.T Kearney (2017), Vietnam was ranked 6th at the Global Retail Development Index with the total national retail sales value $90 billion This is the result of Vietnam Government has changed policy which allowed 100 percent ownership by foreign retail companies since 2015, while it had not to be exceed 49% before that A.T Kearney (2017) further forecasted that the revenue of retail would reached $180 billion by 2020 The population of Vietnam in August 2018 is 96.8 million with 69% of people aged between 15 and 64 years old (Country Meters, 2018), which is grow the consumer power due to young customer Together with the economic development, the growth of personal income or salary and the strong domestic consumption create favourable conditions for the retailers to stably development Although the decrease trend of global economic because of recession, natural disasters, and environment incidents, the retail industry has still performed very good, about 8% compare with previous year (Nguyen, 2017) This is also the reason for foreign retailers are pouring into Vietnam Currently, there are total 930 supermarkets, 179 shopping malls, 9,000 traditional markets and 2.2 million retailers in Vietnam (Shira, 2018), which bring $129.6 billion USD more than 10.9 percent from the year before Convenience stores and mini-markets are the segments growing fastest in the industry (A.T Kearney, 2017) In that, 12.5 percent growth in foreign investment, in detail (A.T Kearney, 2017), up to 70 percent of convenience stores in Vietnam has foreign ownership (ASEAN Today, 2017) Therefore, beside actions of government to help local brands to compete with foreign companies, domestic ones should concentrate on meeting customer’s requirement, as well as propose strategies to enhance better quality service to satisfy customer It also can be said that one of the most crucial elements in retail stores is service quality, which brings the customer satisfaction and loyalty to the companies 7|Page 1.2 Research Reasons From a theoretical point of view, many scholars have pointed out that customer loyalty leads to important consequences Consumers would trust the brands or companies, protect them against adverse information, and even recommend other consumers to buy the products or services of those companies In addition, customers tend to repurchase the products or service, as well as refuse to buy competing ones From a practical point of view, with the intensive competition about the volume and pace in current retail market This impacts the rising choice, rising consumption, and rising variety of service The retailers normally decide to offer promotions such as discounting price, and it may cause serious risk to have negative effect on the profitability As a result, service quality is preferred to price strategy to be a different competency from its competitors to enhance customer loyalty Customer loyalty is a necessary prerequisite of any companies’ survival, currently In order to be success, it is essential and urgent for the companies to maintain the customer loyalty According to Nhat & Quy (2016), maintaining a specific number of loyal customers bring many benefits to the company, including: stabilizing consumption and sales; reduce business costs; the brand is better protected; and errors or omissions of companies are easier to accept and ignore Moreover, retailers recognize that if they want to make quality service becoming a competitive advantage successfully, then they need to identify consumers' perceptions of service quality’s components There are also many researches suggest that customer satisfaction influence customer loyalty (Kandampully & Suhartanto, 2000; Akbar & Parvez, 200; Islam, et al., 2012) However, according to Malhotra, et al (2005) because of the different culture and environment, customers from each country not have the same perceptions of service quality In addition, as shown as Herbig and Genestre (1996), most of studies about service quality were conducted in developed countries There are not a lot of findings about this topic examined in Asian market (Cui et al, 2003) In Vietnam, there is not various of researches and applications of the theory about the customer loyalty Moreover, they mainly focus on the summarizing the foreign theories or studies and practical experience A few researches of Trang (2006), Anh, et al (2016), Nhat & Quy (2016) only investigated in a particular area, or a specific retailer Therefore, the author implied the topic: “The Role of Service Quality and Customer Satisfaction in Customer Loyalty in Vietnam Retail 8|Page Industry” to study the dimensions of retailers’ service quality, to build and examine a model of the role of service quality, customer satisfaction in customer loyalty in retailers in Vietnam Furthermore, with the approach of customers, the study will contribute on the theory as well as help the enterprises build and develop customer loyalty 1.3 Research Objectives Five main objectives of the research are: - To study the influences of customer satisfaction and service quality on customer loyalty - To evaluate the customer behaviour in purchasing and repurchasing in Vietnam retail industry context - To propose solutions for local companies in Vietnam to increase customer loyalty - To contribute as a research in analysing the customer behaviour practices and its effect on customer loyalty - To examine the cause & effect relationship between customer satisfaction, service quality and customer loyalty 9|Page CHAPTER TWO – LITERATURE REVIEW 2.1 Introduction This chapter discuss about the concepts and theories relating to study objectives In particular, this chapter focuses much on conceptualizing customer loyalty, customer satisfaction, service quality and their relationship The author further proposes some previous researches related to study’s field 2.2 The Concepts and Theories of Service Quality, Customer Satisfaction, and Customer Loyalty 2.2.1 Service Quality It has been a long time that a wide range of authors tried to define and measure service quality (Gavin 1983) Brown and Swartz (1989) accepted that the term should be defined and measured based on the customer’s perspective For instance, Lehtinen (1982) argue that service quality should be assessed in two parts, service delivery process and service consequences The finding of Gronroos (1984) further proposed two elements of service quality, namely technical quality, that is things the customers received, and functional quality, explaining the way services provided Related to the field of service quality, the study of Parasuraman et al (1988, p 14) made a great contribution by defining service quality is "the discrepancy between consumers’ perception of services offered by a particular firm and their expectations about firms offering such services” A debate happened in researches of Teas (1993, 1994); Cronin and Taylor (1994); and Parasuraman et al (1994) that they proposed the opportunities in assessing service quality Cronin and Taylor (1994) suggested that perceived performance measurement reached a high predictive capacity Gronroos (1984); Dabholkar (1996) further accept that service quality could be evaluated to perceptions of service performance Moreover, they are the first people based on using qualitative and quantitative methods to create and classify the dimensions of service quality followed SERVQUAL scale The scale “defined service quality and illuminated the dimensions along which consumer perceive and evaluate service quality” (Parasuraman, et al., 1985) 10 | P a g e following effect of their loyalty (β4=0.211) Policy of the retailers (β5=0.077) and physical aspects (β1=0.033) are the less important factor Finally, the participants of the survey did not value highly the factor personal interaction with the lowest beta (β3=0.030) 5.8 Conclusion This chapter indicates that there is the relationship between service quality, customer satisfaction, and customer loyalty The author conducted a various of measurement to assess the data and analyse to the study objectives, including sample features, descriptive statistic Moreover, tests and methods were applied to assess the statistic significance of the models, including independent t-test, chi-square test, Cronbach’s alpha method, ANOVA, Durbin-Watson, and multicollinearity test before doing correlation matrix and linear regression to figure out the above relationship It can be stated from the result that the factors policy, reliability, problem solving are three main components of service quality impacts significantly customer satisfaction and customer loyalty Two other factors: physical aspects and personal interaction are less important regarding customer loyalty Moreover, customer satisfaction is highly related to customer loyalty, in line with the previous studies in the same field 33 | P a g e CHAPTER 6: CONCLUSION AND RECOMMENDATIONS 6.1 Introduction This last chapter summarise the main views of the research In other words, it presents the research conclusion, as well as give some recommendations to apply practically in retailers Finally, the author points out some limitations in doing the research 6.2 Research Conclusion Overall, the results of estimation show that a linear relationship exists between service quality, customer satisfaction, and customer loyalty in Vietnam retail industry It also points out the role of service quality in customer satisfaction This means that if the retailers increase their service quality, it will improve the customer satisfaction, and enhance the relationship with customers, as well as develop customer loyalty This result of study has further same view with the study of Islam, et al., (2012) in Bangladesh apparel fashion retail, and Trang (2006), Nhat & Quy (2016) in supermarkets in Ho Chi Minh, Vietnam This study found that the SERVQUAL, service quality scale for the retail industry of Dabholkar (1996) launched and applied in the US and Europe, also can be applied in Vietnam The results of the paper show that the quality of the retail service consists of five components: physical aspects, reliability, personal interaction, problem solving, and policy of retail stores The results also show that higher service quality will rise the level of customer satisfaction Loyal customers are who satisfy with the services and products the companies or stores provided According to Cronin & Taylor (1994), high service quality is an important competitive advantage of that companies or stores In a recent study of brand value in the Vietnamese consumer goods market (Nguyen & Nguyen, 2002), perceived quality plays a crucial role in brand value, as well as maintaining customer satisfaction and loyalty So, if the companies or stores know the implements of service quality, they will be easier to enhance service quality to meet the increasing requirements of the customer and create loyalty of the customer 34 | P a g e Finally, this study contributes in the theoretical framework of customer loyalty, specially in the retail industry From the paper, other researchers may develop and apply in the other different industries in Vietnam, as well as other markets with similar characteristics 6.3 Recommendations The research helps managers in decision making to improve their customer relationship programs To enhance the quality of service, they should focus on these five components of service quality From the results of table and 9, three factors, reliability, policy, and problem solving, are more important than two another ones, physical aspects and personal interaction It is essential to make the customers trusts and feel secure in their transactions with the stores Policies about the operating hours, exchange or return, or warranty, etc need to be clear and accuracy Moreover, the way mangers, supervisors, and staffs in the stores deal with the issues and solve the problems also impacts customer satisfaction and their loyalty Physical aspects like specific instructions or description, the design or decoration stores, and the disposition of counters and selves should be considered Finally, the sales personnel should have positive attitude, enough knowledge, and always be ready to support the customers, as well as make the exact commitments to the customers Above all, measuring the quality of service at retail outlets should be conducted regularly to improve the service quality and satisfy the customer as well as create their loyalty to the stores 6.4 Limitations and Suggestions for Future Research This research has some limitations Firstly, the number of samples is limited, only 148 participants The sample is not enough for an empirical study for whole Vietnam to assess in an accuracy way This is also a direction for the further study Secondly, investigating the customer behaviour was conducted in a short term and not actual behaviour A longitudinal study would be useful because customer loyalty may be changed over time, as well as their overserved variables related to their actual behaviours (Dehghan & Shahin, 2011) Boles et al (1997) told “Unless actual behaviour is measured, we cannot be certain that reported intentions to behave in a loyal way will be translated into actual behaviours” Using survey questionnaire also has its limitations due to standardized questions with limited responds Moreover, Likert scale, despite its popular in marketing research, has still weaknesses 35 | P a g e Measuring by one method or instruments may produce overstated correlations (Dehghan & Shahin, 2011) Furthermore, the research only studies the impact of service quality and customer satisfaction on loyalty From the result shown as table 9, these factors explain only 58% customer loyalty variation There should be other factors that explain customer loyalty as hedonic aspects of the consumer (Pihlström & Brush, 2008; Pura, 2005) This issue provides another direction for further research Future researches on service quality, customer satisfaction, or customer loyalty area should continue to examine this relationship in other types of retailer such as e-retailer Other factors or problems in the study also need to be conducted in a deeper research in future 6.5 Conclusion To be maintain 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pp 222-240 Zeithaml, V A., Berry, L L & Parasuraman, A., 1996 The Behavioral Consequences of Service Quality Journal of Marketing , 60(2), pp 31-46 Zeithaml, V., Berry, L & Parasuraman, A., 1996 The behavioral consequences of service quality Journal of Marketing, 60(2), pp 31-46 42 | P a g e APPENDIX Appendix 1: Questionnaire The objective of this survey is to examine practically the effect of service quality and customer satisfaction on customer loyalty in Vietnam retail industry All the information will be private and used for my last subject - Business Research Project in partial fulfilment of requirements for the degree of Master’s in Business Administration Thank you for your anticipating Part 1: Personal information Part 2: Questionnaire about the role of service quality and customer satisfaction in customer loyalty 43 | P a g e 44 | P a g e Appendix 2: Ethics Application Form 45 | P a g e 46 | P a g e 47 | P a g e ... pp 1 1-2 1 ASEAN Available Today, at: 2017 ASEAN Today [Online] https://www.aseantoday.com/2017/12/vietnams-thriving-retail-market/ [Accessed 20 July 2018] Awan, A G & Rehman, A.-u., 2014 Impact... independent of each other 24 | P a g e Table 3: T-Test Result (Source: Author) 25 | P a g e 5.4 Chi-square Test Table 4: Chi-square Test (Source: Author) Chi-square test is a statistical tool to analyse... variables, Durbin-Watson and Collinearity test The Durbin-Watson test statistic measures “the autocorrelation in residuals from an ordinary least-squares regression The Durbin-Watson statistic