(Luận văn) petrcaived justice in service recovery and recovery satisfiction and customer loyalty a studyof education service in viet nam , luận văn thạc sĩ

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business t to ************* ng hi ep w n lo PHAM THI MAI PHUONG ad ju y th yi pl ua al PERCEIVED JUSTICE IN SERVICE RECOVERY AND n va n RECOVERY SATISFACTION AND CUSTOMER LOYALTY: fu ll A STUDY OF EDUCATION SERVICES IN VIET NAM oi m at nh z z ht vb k jm om l.c gm MASTER OF BUSINESS (by Honour) n a Lu n va y te re Ho Chi Minh City-Year 2013 t to UNIVERSITY OF ECONOMICS HO CHI MINH CITY ng hi International School of Business ep ************* w n lo ad PHAM THI MAI PHUONG ju y th yi pl ua al n PERCEIVED JUSTICE IN SERVICE RECOVERY AND va n RECOVERY SATISFACTION AND CUSTOMER LOYALTY: ll fu oi m A STUDY OF EDUCATION SERVICES IN VIET NAM at nh z ID: 22110047 z k jm ht vb om l.c gm MASTER OF BUSINESS (by Honour) n n va Dr NGUYEN DONG PHONG a Lu SUPERVISOR y te re th Ho Chi Minh City-Year 2013 t to ACKNOWLEDGEMENTS ng hi I would like to express my deeply sincere gratitude to my Supervisor, Dr.Nguyen Dong Phong, ep for his valuable, enthusiastic guidance and advice on effective method He helps me to understand the research method thoroughly His value experience and professional knowledge w n give me opportunities to recognize issues deeply His inspiration to me played an important role lo ad in finishing my research Furthermore, I would like to express my gratitude to Dr Nguyen Thai ju research y th Hoang; his excited lectures encouraged me to explore more how to apply research method to a yi pl Besides, I would like to thanks to respondents who have supported me a lot in answering al ua questionnaire and interview, which really help me to complement my research Another source n of motivation I would like to thank is my classmates ISB Mbus 2011 for a mutual support by va n sharing, discussing ideas, knowledge and experiences in the term of research fu ll And an honorable mention I want to send my gratitude to my family, friends for their m oi understanding and helping to collect data for completing my thesis at nh z z ht vb Ho Chi Minh City, Viet Nam k jm 05thJan, 2014 gm om l.c Pham Thi Mai Phuong n a Lu n va y te re th i t to ABSTRACT ng hi The purpose of this research is to empirically investigate the relationships of Service Recovery ep (Interactional Justice, Procedure Justice, and Distributive Justice) and Customer Satisfaction, between Customer Satisfaction and customer Loyalty The empirical setting is implemented in w n the English teaching Service in a developing economy of Viet Nam, particularly in Ho Chi Minh lo ad City y th The findings of this study reveal that Vietnamese Customers who perceive Interactional Justice, ju yi Procedure Justice, and Distributive Justice feel satisfied after complaining Customers consider pl perception of Distributive is the most important to response their behavior and attitude towards al n ua English teaching service after encountering a service failure n va They appreciate resolving of complaints by outcomes which they received compared to what fu they required Besides, Consumers also observe treatment and response of employees when they ll complaint to Centers Customers expect courteous and respectful communication from m oi employees when they response with customer’s problem A good attitude with caring and nh concerning about what customers experienced and uncomfortable is good criteria for customers at z to evaluate Service Recovery of Center Study also found that procedure of Service Recovery is z vb more efficient when Center train employees how to communicate with customers to make them jm ht tell their problems Because, it is very difficult to know how customers value service if they not discuss anything about this k gm The research affirm that Satisfaction of Customer after handling complaints impacting on om l.c customer Loyalty significantly Thus, this result contributes to the literature review of studies in English teaching Service that Service Recovery is always an important factor to improve the n va Key words: service recovery, perceived justice, recovery satisfaction, customer loyalty n a Lu customer satisfaction and customer Loyalty y te re th ii t to TABLE OF CONTENTS ng hi ep ACKNOWLEDGEMENT w ABSTRACT n lo ad TABLE OF CONTENTS y th LIST OF FIGURES ju yi LIST OF TABLES pl ua al CHAPTER 1: INTRODUCTION n 1.1 RESEARCH BACKGROUND va n 1.2 PROBLEM IDENTIFICATION fu ll 1.3 RESEARCH OBJECTIVES AND QUESTION m 1.4 SIGNIFICANCE OF THE RESEARCH oi nh 1.5 RESEARCH SCOPE at 1.6 RESEARCH METHODOLOGY z z 1.7 LIMITATION vb 1.8 THESIS STRUCTURE ht k jm CHAPTER 2: LITERATURE REVIEW AND CONCEPTUAL MODEL gm 2.1 SERVICE RECOVERY 2.1.1 Interactional Justice 11 l.c om 2.1.2 Procedural Justice 11 a Lu 2.1.3 Distributive Justice 12 n 2.2 CUSTOMER SATISFACTION AND CUSTOMER LOYALTY 13 y te re 2.2.2 Customer Loyalty 14 n va 2.2.1 Customer Satisfaction 13 CHAPTER 3: RESEARCH METHODOLOGY 17 iii th 2.3 CONCEPTUAL MODEL 16 t to 3.1 QUANLITATIVE RESEARCH ………………………………………………………… ng 3.2 CONSTRUCTION OF MEASUREMENT 17 hi 3.2.1 Measurement Scale of Interactional Justice 18 ep 3.2.2 Measurement Scale of Procedural Justice 19 w n 3.2.3 Measurement Scale of Distributive Justice 20 lo ad 3.2.4 The measurement of customer satisfaction after handling complaint 21 y th 3.2.5 The measurement of Customer Loyalty 21 ju yi 3.3 DATA COLLECTION 22 pl 3.3.1 Source of data 22 ua al 3.3.2 Questionnaire 22 n va 3.4 SAMPLE 24 n ll fu 3.5 DATA COLLECTION PROCEDURE 25 oi m 3.6 DATA ANALYSIS 26 CHAPTER 4: RESULTS OF DATA ANALYSIS AND DISCUSSION 28 nh at 4.1 SAMPLE DISCRIPTION 28 z z 4.1.1 Name of English center respondents used to experienced 29 vb jm ht 4.1.2 Cost of English center respondent used 29 4.1.3 The profession, gender and age of respondents 30 k gm 4.2 RELIABILITY ANALYSIS OF MEASUREMENT SCALES 31 om l.c 4.2.1 Reliability analysis result of measurement scale of Interactional Justice 31 4.2.2 Reliability result of measurement scale of Procedural Justice 32 a Lu 4.2.3 Reliability analysis result of measurement scale of Distributive Justice 33 n 4.3.2 EFA for group of items of Customer Satisfaction and Loyalty measurement Scale 38 iv th 4.3.1 EFA for group of predictors 36 y 4.3 EXPLORATORY FACTOR ANALYSIS 36 te re 4.2.5 Reliability analysis result of measurement scale of Loyalty 35 n va 4.2.4 Reliability analysis result of measurement scale of Recovery Satisfaction 34 t to 4.4 MULTIPLE REGRESSION ANALYSIS 40 ng 4.4.1 Revised Conceptual Model 40 hi ep 4.4.2 Multiple Regression Testing Assumptions 40 4.4.3 Multiple Regression Analysis 45 w n 4.5 DISCUSSION 50 lo ad CHAPTER 5: CONCLUSION AND MANAGERIAL IMPLICATION 52 y th 5.1 CONCLUSION 52 ju yi 5.2 MANAGERIAL IMPLICATION 53 pl 5.3 LIMITATION 55 al n ua REFERENCES 56 n va APPENDICES 59 ll fu APPENDIX 1: SURVEY FORM 59 oi m APPENDIX 2: RESULTS F CRONBACH’S ANPHA 63 at nh APPENDIX 3: RESULTS OF EFA 79 APPENDIX 4- RESULTS OF MULTIPLE REGRESSION 91 z z k jm ht vb om l.c gm n a Lu n va y te re th v t to ng hi LIST OF FIGURES ep 14 w Figure 1: Conceptual Model n 15 lo Figure 2: The process of research ad 27 ju y th Figure 3: Name of English center respondents used to experienced Figure 4: Tuition fees of English course respondents used to experienced 28 yi 29 pl Figure 5: Gender and age of respondents al 30 n ua Figure 6: Profession of respondents 38 n va Figure 7: Revised Conceptual Model ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th vi t to ng hi ep LIST OF TABLES 17 w Table 1: List of Interviewers n 18 lo Table 2: Measurement Scale of Interactional Justice ad Table 3: Measurement Scale of ProcedureJustice 19 y th 19 ju Table 4: Measurement Scale of DistributiveJustice yi 20 pl Table 5: Measurement Scale of customer satisfaction after handling complaint al 21 n ua Table 6: Measurement Scale of Customer Loyalty 24 Table 8: Cronbach’s Alpha of scale of Interactional Justice 31 n va Table 7: The result of delivery questionnaires ll fu Table 9: Cronbach’s Alpha of scale of ProceduralJustice oi m 32 Table 10: Cronbach’s Alpha of Scale of Distributive Justice Table 11: Cronbach’s Alpha of Scale of Satisfaction at nh 33 34 z z 35 ht vb Table 12: Cronbach’s Alpha of Scale of Loyalty 40 om l.c Table 16: Result of Simple Regression Analysis gm Table 15: Results of Multiple Regression Analysis 37 k Table 14: EFA result of Satisfaction and Loyalty 36 jm Table 13: EFA result of Predictors 43 n a Lu n va y te re th vii Chapter 1: Introduction t to CHAPTER 1: INTRODUCTION ng hi 1.1 RESEARCH BACKGROUND ep Today, the number of language center increase significantly every year, accounting for 40% w n of kind of culture center in Viet Nam while the number of student studying in the language lo center stand for 70% compare to others This proved that second language was and is getting ad become more important in our life Since Viet Nam has joined WTO, there were many y th ju foreign companies invested in Viet Nam This leads to local company need more human yi resources have ability to use English Ho Chi Minh City is the biggest city in Viet Nam, pl which is united culture center, developed economic, and education Therefore, there are a lot al n ua of English centers opened to meet demand of English studying for millions of students and va employees Besides local English centers, many international group built and developed a n chain of English center such as Ila, AMA…They are big competitors to VUS, Outer-space ll fu language, VAS, and others oi m nh Due to developed society, expectation of customer about service becomes higher They at demand more strict requirements Therefore, the possibility which the service producers z z deliver services in failure is bigger Service failure is defined as those situations when the ht vb service fails to live up to the customer‟s expectations (Michel, 2001) It is clear that service jm failure is inevitable When customers dissatisfy with service received then they will respond k by reaction such as emotional reaction (anger, disappointment, regret) or behavior reaction gm (complaining, negative mouth to mouth or switching of these providers to others) The bad om l.c case is that they will negative mouth to mouth of services It is coined that mouth to mouth advertising is very effective and quick Thus, the important is providers have to a Lu handle complaints and resolve problems to maintain customers and avoid negative word of n mouth Recently there have been many studies about this problem, they found out remedy th Huppertz, 2010) However, the degree of success might depend on the type of service y of damaging word of mouth and improve bottom-line performance (Morrisson and te re failures effectively this can have a great effect on customer retention rates, defect the spread n to ease customer dissatisfaction is service recovery When firms handle complaint and va for service failure which helps company change lose to win The one of effective therapies Appendices t to Summary Item Statistics ng N of Items hi ep Inter-Item Correlations w n lo ad Item-Total Statistics Scale Corrected Squared Cronbach's Mean if Variance Item-Total Multiple Alpha if if Item Correlation Correlation Item Deleted ju y th Scale yi Deleted 13.72 7.771 INTER3 13.85 7.309 INTER4 14.00 7.039 INTER5 13.92 7.188 INTER6 13.87 6.983 n INTER2 321 815 666 460 785 670 469 783 649 424 789 372 804 n va 553 oi ua al Deleted pl Item ll fu m at nh 604 z z k jm ht vb om l.c gm n a Lu n va y te re th Appendices t to APPENDIX 3: RESULTS OF EFA ng hi KMO and Bartlett's Test ep Kaiser-Meyer-Olkin Measure of Sampling 772 w Adequacy n lo ad Bartlett's Test of ju y th Sphericity 726.5 Square 60 df 78 Sig .000 yi Approx Chi- pl n ua al 1.000 602 PRO8 1.000 548 PRO9 1.000 678 PRO10 1.000 521 PRO11 1.000 684 PRO12 1.000 556 DIS13 1.000 927 DIS14 1.000 916 n va PRO7 n 584 a Lu 1.000 om INTER6 l.c 625 gm 1.000 k INTER5 jm 655 ht 1.000 vb INTER4 z 638 z 1.000 at INTER3 nh 456 oi 1.000 m INTER2 ll Extraction fu Initial n va Communalities y te re th Appendices t to Extraction Method: ng Principal Component hi Analysis ep w n lo Initial Eigenvalues Extraction Sums of Squared y th Loadings ju nent ad Compo Total Variance Explained yi Total % of Cumulati pl ve % ua al Variance Total % of Cumulati Variance ve % 3.615 27.805 27.805 3.615 27.805 27.805 2.953 22.712 50.517 2.953 22.712 50.517 1.823 14.024 1.823 14.024 64.541 774 5.953 70.494 723 5.562 76.057 539 4.147 80.204 501 3.850 84.055 465 3.577 87.632 451 3.466 91.097 10 389 2.994 94.092 11 367 2.826 96.918 12 290 2.229 99.146 13 111 854 100.000 n n va ll fu 64.541 oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th Appendices t to Total Variance Explained ng Component Rotation Sums of Squared Loadings hi ep Total w n lo Cumulative Variance % 3.446 26.510 26.510 2.980 22.926 49.436 1.964 15.105 64.541 ju y th ad % of yi pl al n ua va n fu ll 10 m oi 11 at nh 12 13 z z k jm Component Matrixa ht vb Extraction Method: Principal Component Analysis .196 -.162 INTER4 729 318 -.151 INTER5 679 361 -.183 INTER6 717 260 044 PRO7 -.282 626 362 PRO8 -.280 682 062 PRO9 -.349 746 -.026 th 757 y INTER3 te re -.049 n 132 va 661 n INTER2 a Lu om l.c gm Component Appendices t to ng hi -.257 670 076 PRO11 -.311 740 200 PRO12 635 374 -.115 DIS13 349 -.190 877 DIS14 362 -.112 879 ep PRO10 w n lo ad y th Extraction Method: Principal ju Component Analysis.a yi a components extracted pl n Component ua al Rotated Component Matrixa va INTER2 655 -.122 108 INTER3 789 -.123 017 INTER4 809 000 005 INTER5 788 050 -.045 INTER6 739 -.005 195 PRO7 -.077 748 192 PRO8 005 733 -.101 PRO9 -.016 796 -.211 PRO10 018 717 -.080 PRO11 -.028 826 015 PRO12 740 092 007 DIS13 070 -.104 955 DIS14 113 -.037 950 n ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th Appendices t to Extraction Method: Principal ng Component Analysis hi Rotation Method: Varimax with ep Kaiser Normalization.a w a Rotation converged in iterations n lo Component Transformation Matrix ad Compo -.351 261 899 393 -.192 218 ju nent pl y th yi 911 -.129 n ua al n Component Analysis va Extraction Method: Principal 957 ll fu oi m Rotation Method: Varimax with Kaiser Sphericity df 10 Sig .000 om l.c 70 gm Square k Bartlett's Test of jm 351.3 ht Approx Chi- vb 864 z Adequacy z Kaiser-Meyer-Olkin Measure of Sampling at KMO and Bartlett's Test nh Normalization Communalities SAT17 1.000 747 SAT18 1.000 783 SAT19 1.000 790 LOY21 1.000 829 LOY22 1.000 885 n Extraction a Lu Initial n va y te re th Appendices t to Extraction Method: ng Principal Component hi Analysis ep w n lo Extraction Sums of Squared Loadings ju nent Initial Eigenvalues y th Compo ad Total Variance Explained yi Total % of Cumulati pl ve % ua al Variance Total % of Cumulati Variance ve % 3.491 69.822 69.822 3.491 69.822 69.822 542 10.831 80.653 542 10.831 80.653 371 7.419 314 6.283 94.355 282 5.645 100.000 n n va ll fu 88.071 oi m at nh z z vb ht Total Variance Explained Rotation Sums of Squared Loadings 2.250 45.006 1.782 35.647 n n va 80.653 a Lu 45.006 om Cumulative % l.c % of Variance gm Total k jm Component y te re th Appendices t to Extraction Method: Principal Component Analysis ng Component Matrixa hi ep Component SAT17 828 -.248 SAT18 849 -.249 w n lo ad 839 -.294 LOY21 849 328 LOY22 813 ju y th SAT19 yi 473 pl ua al Extraction Method: Principal Component n va Analysis.a n a components fu ll extracted .320 LOY21 434 801 LOY22 312 887 om l.c 829 gm SAT19 k 361 jm 808 ht SAT18 vb 348 z 791 z SAT17 at nh oi Component m Rotated Component Matrixa y th Normalization.a te re Varimax with Kaiser n Rotation Method: va Analysis n Principal Component a Lu Extraction Method: Appendices t to a Rotation converged in ng iterations hi ep Component Transformation Compon 761 649 761 w y th Matrix n -.649 ju ad lo ent yi Extraction Method: Principal pl Component Analysis n n va with Kaiser Normalization ua al Rotation Method: Varimax ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th Appendices t to APPENDIX 4- RESULTS OF MULTIPLE REGRESSION ng hi ANOVAa ep Model Sum of df Mean w Squares n lo ad Sig 160.299 000b Square 468.132 156.044 Residual 121.682 125 973 589.814 128 y th Regression Total F ju yi pl a Dependent Variable: SAT al ua b Predictors: (Constant), DIS, INTER, PRO n Coefficientsa Unstandardized n va Model m Std Beta Zero-order oi at nh z 557 -.378 706 z vb INTER 154 044 248 3.455 PRO 088 042 155 2.094 DIS 409 062 543 6.621 001 803 jm ht 210 Correlations ll - Sig Coefficients Error (Constant) t fu Coefficients B Standardized 038 788 k gm 000 Correlations om Model l.c Coefficientsa 870 Collinearity Statistics a Lu Partial Part Tolerance VIF INTER 295 140 321 3.116 PRO 184 085 300 3.330 DIS 510 269 246 4.071 n (Constant) n va y te re th Appendices t to ng Collinearity Diagnosticsa hi Mo Eigenv Condition ion alue Index ep Dimens del Variance Proportions INTE ant) R (Const PRO DIS w 1.000 00 00 00 00 022 13.348 76 00 02 10 007 23.979 01 55 72 02 006 26.618 23 44 26 88 lo 3.965 ad n yi ju y th pl a Dependent Variable: SAT n ua al a Dependent Variable: SAT n va Residuals Statisticsa Maximum fu Minimum Mean Std N ll Deviation 13.8007 Std Predicted Value -2.757 1.696 088 344 5.3148 13.9198 10.5609 Residual -2.53620 2.40576 00000 97501 129 Std Residual -2.571 2.438 000 988 129 Stud Residual -2.594 2.492 -.001 1.004 Deleted Residual -2.58176 2.51270 -.00272 1.00753 Stud Deleted Residual -2.656 2.546 -.001 1.012 Mahal Distance 028 14.541 2.977 2.590 129 Cook's Distance 000 082 008 014 129 000 114 023 020 129 129 053 129 1.91232 129 166 k jm om l.c gm 129 129 129 n n va y te re th Value 1.000 ht Centered Leverage 000 vb Value 129 z Adjusted Predicted 1.91240 z Predicted Value 10.5581 at Standard Error of nh 5.2860 a Lu oi m Predicted Value Appendices t to a Dependent Variable: SAT ng Variables Entered/Removeda hi ep M Variables Variables od Entered Removed SATb Method w el n lo Enter ad y th a Dependent Variable: LOY ju b All requested variables entered yi Model Summaryb R Adjusted Std Error ua R Square of the al R pl M od Squar n e 716 2.98083 ll fu 718 n 847a Estimate va el m a Predictors: (Constant), SAT oi b Dependent Variable: LOY nh at ANOVAa Sum of df Mean F Sig 315.563 000b z Square ht vb Squares 2803.879 2803.879 Residual 1101.780 124 8.885 Total 3905.659 125 k om l.c gm Regression jm z Model n n va b Predictors: (Constant), SAT a Lu a Dependent Variable: LOY y te re th Appendices t to Coefficientsa ng Model Standardize Coefficients d hi Unstandardized t Sig Correlations ep Coefficients w B Std Beta Zero-order n lo Error ad 1.32 869 yi 2.18 123 pl SAT 847 17.76 00 847 n ua al 51 656 ju ) y th (Constant va n Coefficientsa fu Correlations Collinearity Statistics ll Model Part oi m Partial VIF 1.000 1.000 nh Tolerance (Constant) 847 847 z SAT at z gm Collinearity Diagnosticsa k jm ht vb a Dependent Variable: LOY Dimens Eigenv Condition Variance del ion alue Index Proportions SAT ant) n a Lu (Const om l.c Mo 01 01 020 9.865 99 99 y te re 1.000 n 1.980 va 1 th Appendices t to ng hi ep a Dependent Variable: LOY Residuals Statisticsa Mean Std Deviation N Predicted Value 11.7767 31.4113 23.8968 4.73614 126 Residual -8.68481 7.22334 00000 2.96888 126 -2.559 1.587 000 1.000 126 -2.914 2.423 000 996 126 n Maximum ad w Minimum lo ju y th Std Predicted Value yi pl Std Residual n ua al n va Dependent Variable: LOY ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th Appendices t to ng hi ep w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th