Facebook @Dethivaonganhang www facebook com/dethivaonganhang www ThiNganHang com S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang 1 GRADUATION THESIS Major International Business Administration A STUDY O[.]
Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang GRADUATION THESIS Major: International Business Administration A STUDY ON CUSTOMER SATISFACTION OF MYTV SERVICE OF VNPT www.ThiNganHang.com S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang TABLE OF CONTENTS ACKNOWLEDGEMENT ABSTRACT LIST OF FIGURES LIST OF TABLES LIST OF ABBREVIATION 10 CHAPTER 1: INTRODUCTION 1.1 Background 1.2 Objectives 1.3 Research questions 1.4 Research scope 1.5 Structure of the thesis CHAPTER 2: LITERATURE REVIEW ON CUSTOMER SATISFACTION Chapter overview 2.1 Definition 2.2 Customer satisfaction theories 2.2.1 Assimilation theory 10 2.2.2 Contrast theory 11 2.2.3 General negativity theory 11 2.2.4 Assimilation - Contrast theory 12 2.3 Customer satisfaction measurement models 13 2.3.1 Kano model 13 2.3.2 Parasuraman et al.‟s models 16 2.3.3 Customer satisfaction index (CSI) model 21 Chapter summary 23 CHAPTER 3: DATA AND METHODOLOGY 24 www.ThiNganHang.com S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang Chapter overview 24 3.1 Methodology 25 3.2 Sampling method 25 3.3 Instrumentation 25 3.3.1 Choice of survey method and type of instrument 25 3.3.2 Instrument design 26 3.4 Data collection 27 3.5 Data analysis 28 Chapter summary 30 CHAPTER 4: FINDINGS AND DISCUSSIONS 31 Chapter overview 31 4.1 An overview of VNPT and MyTV service 32 4.1.1 Introduction to Vietnam Posts and Telecommunications Group (VNPT) 32 4.1.2 Overview of VNPT, Nghe An Branch 36 4.1.3 Overview of MyTV service 37 4.2 Factors testing using Cronbach’s alpha 38 4.2.1 Reliability 39 4.2.2 Assurance 40 4.2.3 Tangibles 42 4.2.4 Empathy 42 4.2.5 Responsiveness 44 4.2.6 Price 46 4.2.7 Television Quality 48 4.3 Research model testing 49 4.3.1 Correlation analysis: Spearman‟s rank correlation coefficient 49 4.3.2 Regression analysis 61 4.3.3 Regression model interpretation 65 www.ThiNganHang.com S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang Chapter summary 67 CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS 68 5.1 Conclusions of the study 69 5.2 Recommendations 70 5.2.1 Improving television quality of MyTV 70 5.2.2 Enhancing employees‟ professional capability 72 5.2.3 Building professional working environment 72 5.2.4 Implementing sound policies on price and promotion 73 5.2.5 Consolidating a good image of VNPT 73 5.2.6 Making regular survey on customer satisfaction 74 5.3 Limitations of the study and suggestions for future work 74 5.4 Contributions of the study 75 REFERENCE 77 APPENDIX i www.ThiNganHang.com S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang ACKNOWLEDGEMENT This graduation thesis was resulted from my thirteen-week researching and writing during my last semester at Hanoi Foreign Trade University It was an interesting and learning experience By finishing this thesis, I would like to express my special thanks to many people for their great helps, contributions and recommendations Firstly, I truly thank my supervisor, MBA Nguyen Thi Thu Trang, for her encouragement, guidance and supports from the very beginning those enabled me to complete the subject Secondly, special thanks must go to all the managers, staffs and customers of VNPT Nghe An for their cooperation those helped me in completion my thesis I offer my regards and blessing to my family and friends who did support me a lot during this time Last but not least, gratefulness is to the readers whose feedbacks will help much in improving the thesis Hanoi, May 2015 Tran Thi Thanh Tu www.ThiNganHang.com S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang ABSTRACT The graduation thesis represents the results of research on customer satisfaction of MyTV service of VNPT The purposes of this study are to identify the level of customer satisfaction of MyTV service of VNPT and measure factors affecting the customer satisfaction Then, base on that, some recommendations are put forward to help VNPT improve the quality of MyTV service in order to enhance the satisfaction level of current customers and attract new users The study is conducted in Nghe An Province with 150 survey questionnaires spreading out to 150 MyTV‟s subscribes of VNPT Nghe An The questionnaires are collected, analyzed using statistical and economical techniques in order to find the most accurate results and suggest VNPT to the right actions www.ThiNganHang.com S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang LIST OF FIGURES Figures Title Figure 2.1 Attributes in Kano model 15 Figure 2.2 Five Gaps in SERVQUAL model 16 Figure 2.3 Components of transaction-specific evaluations 18 Figure 2.4 Components of global evaluations 19 Figure 2.5 Vietnam customer satisfaction index model 21 Figure 4.1 VNPT Nghe An‟s organizational structure 36 www.ThiNganHang.com Page S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang LIST OF TABLES Tables Title Table 4.1 Rule for describing internal consistency using Cronbach's alpha 38 Table 4.2 Cronbach‟s alpha of “Reliability” 38 Table 4.3 Cronbach‟s alpha of “Assurance” 39 Table 4.4 Means of aspects in factor “Assurance” 39 Table 4.5 Aspects summary in factor “Assurance” 40 Table 4.6 Cronbach‟s alpha of “Tangibles” 40 Table 4.7 Cronbach‟s alpha of “Empathy” 40 Table 4.8 Means of aspects in factor “Empathy” 41 Table 4.9 Aspects summary in factor “Empathy” 41 Table 4.10 Cronbach‟s alpha of “Responsiveness” 42 Table 4.11 Means of aspects in factor “Responsiveness” 43 Table 4.12 Aspects summary in factor “Responsiveness” 43 Table 4.13 Cronbach‟s alpha of “Price” 43 Table 4.14 Means of aspects in factor “Price” 44 Table 4.15 Aspects summary in factor “Price” 45 Table 4.16 Cronbach‟s alpha of “Television Quality” 45 Table 4.17 Means of aspects in factor “Television Quality” 45 Table 4.18 Aspects summary in factor “Television Quality” 46 Table 4.19 Correlations in “Customer Satisfaction” 48 Table 4.20 Correlations in “Assurance” 49 www.ThiNganHang.com Page S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang Table 4.21 Correlations in “Empathy” 51 Table 4.22 Correlations in “Responsiveness” 52 Table 4.23 Correlations in “Price” 54 Table 4.24 Correlations in “Television Quality” 55 Table 4.25 Coefficient of determination R2 57 Table 4.26 F-test 57 Table 4.27 Regression coefficients and t-test 58 www.ThiNganHang.com S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang LIST OF ABBREVIATION Abbreviation Full name ACSI American Customer Satisfaction Index ADSL Asymmetric Digital Subscriber Line CSI Customer Satisfaction Index EMS Express Mail Service IAP Internet Access Provider IDD International Direct Dial IPPV Instant Pay Per View ISP Internet Service Providers IT Information Technology NPVR PTIT Network Personal Video Recorder Posts and Telecommunications Institute of Technology SCSB Swedish Customer Satisfaction Barometer SPSS Statistical Package for Social Sciences TSTV TSTV TV Television VCSI Vietnamese Customer Satisfaction Index VDC Vietnam Data-Communications Company VNPT www.ThiNganHang.com Vietnam Posts and Telecommunications Group S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang 10 Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang VNPT Nghe An Nghe An Telecommunications VoIP www.ThiNganHang.com Voice over Internet Protocol S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang 11 Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang CHAPTER 1: INTRODUCTION 1.1 Background 1.2 Objectives 1.3 Research questions 1.4 Research scope 1.5 Structure of the thesis Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang 1.1 Background Recently, “customer satisfaction” has been more familiar with the service suppliers, organizations and public It has become a central concept in modern marketing thought and practice over the years The marketing concept has emphasized delivering satisfaction to customers and obtaining profits in return The statement “The customers are always right” has become popular all over the word and been the lodestar for many companies in all industries including service sector Most of service firms have made a big effort in implementing sound policies in order to serve their customers by the best way However, not all organizations carry out particular researches on their customers to understand deeply the level of satisfaction or the degree of influence of individual factors to the overall customer satisfaction They have just tried to enhance the product quality and employees‟ attitude that has been usually seen as the main elements contributing to the customer satisfaction Consequently, other valued factors may be considered as unimportant ones or even ignored, which can lead to the inappropriate methods in improving the customer satisfaction The realization of the importance of customer satisfaction measurement has led to a proliferation of scientific researches and annual conferences on customer satisfaction over the past few decades in order to build up a strong foundation for service companies in measuring the level of customer satisfaction Those researchers have created a variety of measurement models including both quantitative and qualitative methods The requirement is that each firm has to find out its own method in the customer satisfaction measurement to create attractive offers and capture its customer satisfaction Because of realizing the fact that customers play an important role in the business results, today firms, especially service firms are building deeper, more direct and more lasting relationships with them Vietnamese companies including Vietnam Posts and Telecommunications Group are not the exception Vietnam Posts and Telecommunications Group (commonly abbreviated as VNPT) is the service provider that laid the first stone for the development of the Posts - Telecommunications sector in Vietnam In the areas of Telecommunications and Information Technology, VNPT provides a wide and comprehensive range of products and services, including voice, data, internet, television (TV) and other value-added services deploying on an advanced network infrastructure MyTV is one of many services provided by VNPT It is one kind of multimedia television service, which can bring a unique form of Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang entertainment called “TV on Demand” to customers Hence, VNPT has to look upon the customers‟ responses and their evaluation of MyTV service to have the right orientation In other words, customer satisfaction of service quality is an important element in maintaining and developing MyTV in the future Therefore, I suggest that implementing a project to measure the customer satisfaction is a necessary step to meet the customer demand In my opinion, a quantitative research should be a good choice to understand clearly about the degree of satisfaction and calculate the level of correlation between each valued factor and the whole satisfaction or among those factors Consequently, I chose the topic “A study on customer satisfaction of MyTV service of VNPT” as graduation thesis topic in the hope that some findings, conclusions and recommendations from the study could be a reference to help VNPT to further improve and develop a successful MyTV service which can satisfies the customers 1.2 Objectives The thesis focuses on the quantitative research about customer satisfaction of MyTV service of VNPT and valued factors that strongly influence the overall customer satisfaction in Nghe An Province Based on those results, the thesis aims to generalize to the customer satisfaction of MyTV service of VNPT in all areas in Vietnam Moreover, from finding withdrawn of those important factors, it is expected good recommendations will be made for improving and developing a better MyTV to satisfy customers Thus, the study aims to: Get deeper understanding of the customer satisfaction Measure the level of customer satisfaction of MyTV service of VNPT, Nghe An Branch Identify which factors affect to the customer satisfaction and their degree of influence on the overall satisfaction Find out some solutions and recommendations to develop MyTV service in this area to catch up with the customers‟ requirement and expectation Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang 1.3 Research questions The key question of this study is: “How valued factors influencing the customer satisfaction of MyTV service of VNPT?” To answer this question, it is necessary to answer the following sub-questions: Which factors are valued as important to the customer satisfaction? In reality, there is variety of determinants of customer satisfaction on which many authors has already done researches Their different points of view would value different factors as important and suitable for their study Based on their research results, the basic factors suggested to measure the customer satisfaction of a service would be examined in order to find the most valued factors The answer to this question would help to focus on the most important determinants affecting customer satisfaction level Cronbach‟s alpha coefficient analysis would be applied to answer this question How does each factor correlate with the customer satisfaction? Knowing the customer satisfaction level is a real discovery Coupling this finding and the answer to this question, VNPT could be aware of what correlate closely most to the customer satisfaction in order to concentrate on them Correlation analysis would be conducted to answer this question by using Spearman‟s rank correlation coefficient Does the research model fit the population? After researching about factors influencing the customer satisfaction of MyTV service of VNPT, it is necessary to identify the reliability level of the research results Answering this question means calculating the percentage of fitness between the research model and the population and finding whether the results from the model would be the representative of the whole population R-squared and F-test would be calculated to answer this question Besides that, the regression model resulted from ttest analysis would express the equation for the customer satisfaction measurement of the population 1.4 Research scope Currently, VNPT has launched MyTV service in all 63 provinces and cities in Vietnam However, due to some reasons both objectively and subjectively, it is impossible to the research on customer satisfaction in all provinces and cities in Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang Vietnam Therefore, an area should be selected to be the representative for the whole country In this thesis, VNPT Nghe An is chosen to conduct the study because it is the most convenient area for the researcher This study focuses on measuring the level of satisfaction about VNPT‟s MyTV service of customers in Nghe An Province where there have been 20,000 MyTV subscribers since the beginning of March 2015 150 customers of MyTV service, Nghe An Branch have been invited to the survey questionnaire with the hypothesis that they will fit with the whole population of MyTV‟s customers in Vietnam This hypothesis would be checked again in the process of regression analysis 1.5 Structure of the thesis The thesis includes five chapters: Chapter 1: Introduction It identifies the statement of aims and objectives with clear indication of the background, problems and scope being considered Research questions represented in this first chapter would be answered in findings and discussions part This chapter also gives the brief overview of each chapter to shape the structure of the thesis Chapter 2: Literature review of customer satisfaction This chapter presents the definitions and theories about customer satisfaction Moreover, the customer satisfaction measurement models of different researchers in the past can also be found in this chapter Chapter 3: Data and methodology This chapter states the research methods as well as data collection It is also analyzed to make the decision about which instrument can be used and how to apply it in the study Chapter 4: Findings and discussions Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang The first subpart in this chapter presents an overview of VNPT in general and Nghe An Branch in particular The basic information about VNPT‟s MyTV service is also introduced in this part Next, some econometrical techniques are used in the study to test the research model and analyze all factors influencing the customer satisfaction The result and analysis is illustrated in this chapter Chapter 5: Conclusions and recommendations This chapter should be the most general summary for the whole research process The conclusion would be a brief resume of the investigation result Then, base on that, the personal recommendations to further develop customer satisfaction of MyTV service of VNPT is given Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang CHAPTER 2: LITERATURE REVIEW ON CUSTOMER SATISFACTION Chapter overview 2.1 Definition 2.2 Customer satisfaction theories 2.3 Customer satisfaction measurement models Chapter summary Chapter overview This chapter provides background knowledge about the study The chapter will be divided into three main parts: the common concepts of the study including the definitions of customer satisfaction and concept of customer satisfaction measurement, some theories on customer satisfaction based on the comparison between expectation and perceived performance, and four customer satisfaction measurement models which are applied popularly in reality Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang 2.1 Definition An analysis of the literature concerned with customer satisfaction in 1992 revealed a large and ever growing body of research with some 15,000 trade and academic articles, which had been written on the topic over the previous two decades (Peterson and Wilson, 1992) Despite the many studies on customer satisfaction, there appeared to be no overall agreement over important issues such as concepts, constructs, definitions, measurements, methodologies and various interrelationships (Yi, 1990; Brooks, 1995) The concept of satisfaction itself needs to be defined The Oxford Advanced Learner‟s Dictionary 8th edition (2010) defined satisfaction as “[1] the good feeling that you have when you have achieved something or when something that you wanted to happen does happen; something that gives you this feeling, [2] the act of fulfilling a need or desire, [3] an acceptable way of dealing with a compliant, a debt, an injury, etc” It describes satisfy as “ [1] to make somebody pleased by doing or giving them what they want, [2] to provide what is , wanted, needed or asked for [3] to make somebody certain something is true or has been done.” Customer is defined as “a person or an organization that buys something from a shop/ store or business” Hence using these definitions, customer satisfaction can be thought of as a user or purchaser having their needs and expectations fulfilled The concept of customer satisfaction has been defined in various ways Zeithaml, Berry and Parasuraman (1993) suggested that customer satisfaction is a function of the customer‟s assessment of service quality, product quality and price Oliva, Oliver and Bearden (1995) suggested that satisfaction is a function of product performance relative to consumer expectations Bachelet (1995) considered satisfaction to be an emotional reaction by the consumer in response to an experience with a product or service He believed that this definition included the last contact with a product or service, the satisfaction experience since the time of purchase as well as the general satisfaction experienced by regular users Hill (1996) defined customer satisfaction as the customers‟ perceptions that a supplier has met or exceeded their expectations Jones and Sasser (1995) defined customer satisfaction by identifying four factors they postulated affected it The factors were: [1] essential elements of the product or service that customers expected all rivals to deliver, [2] basic support services such as customer assistance, [3] a recovery process to make up for bad experiences and [4] “customization” which were factors that met customers‟ personal preferences, values, or needs Ostrom and Iacobucci (1995) examined a number of definitions from other Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang researchers and distinguished between the concept of consumer value and customer satisfaction They stated that customer satisfaction was best judged after purchase, was experiential and took into account the qualities and benefits as well as the costs and efforts associated with a purchase Gerson (1996) suggested that a customer was satisfied whenever his or her needs, real or perceived were met or exceeded He put it succinctly as “Customer Satisfaction is simply whatever the customer says it is” (p 24) Johnson and Fornell (1991) proposed an econometric model where satisfaction was viewed as “a cumulative abstract construct that describes customers‟ total consumption experience with a product or service” (p 271) They stated this was not a transient perception of how happy a customer was with the product at any given point in time It was the overall experience with the purchase and use of a product or service to that point in time This concept is consistent with the economic notion where satisfaction embraces post-purchase consumption utility as well as expected utility (Meeks, 1984) Johnson and Fornell‟s (1991) view also conformed to the economic psychological theory where satisfaction was compared with the notion of subjective wellbeing (Warneryd, 1988) The Johnson and Fornell (1991) model evolved into the American Customer Satisfaction Index (ACSI) The ACSI model rests on the relationships between the customers evaluated characteristics such as perceived quality, perceived value, price tolerance, willingness to repurchase and recommendation of the product or service to others (Fornell et al., 1996) Put simply by Fornell et al (1996), “Customer satisfaction is when your customers come back and your products don‟t” Although there were many definitions of customer satisfaction, in general, all of them referred to different respects of the customers‟ feelings, expectations, and demands Therefore, customer satisfaction measurement has been understood as a process of measuring the level of a customer‟s feelings derived from the comparison of results obtained from the product or service and his or her expectations 2.2 Customer satisfaction theories In literature, antecedents of satisfaction are studied from different aspects The considerations extend from psychological to physical and from normative to positive aspects However, in most of the cases the consideration is focused on two basic constructs as customer‟s expectations prior to purchase or use of product or service and his relative perception of the performance of that product after using it It means that ... MyTV service of VNPT, it is necessary to identify the reliability level of the research results Answering this question means calculating the percentage of fitness between the research model and... purchase Gerson (1996) suggested that a customer was satisfied whenever his or her needs, real or perceived were met or exceeded He put it succinctly as “Customer Satisfaction is simply whatever the... them referred to different respects of the customers‟ feelings, expectations, and demands Therefore, customer satisfaction measurement has been understood as a process of measuring the level of a