(Luận văn) service reliability the key to improve customer satisfaction at heat phat tien 5

t to UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ng hi ep w n lo ad ju y th Nguyen Tri Phu yi pl ua al n SERVICE RELIABILITY - THE KEY TO IMPROVE CUSTOMER SATISFACTION AT HEAD PHAT TIEN n va ll fu oi m at nh z z k jm ht vb om l.c gm MASTER OF BUSINESS ADMINISTRATION an Lu n va ey t re Ho Chi Minh City – 2020 t to UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ng hi ep w n lo ad y th ju Nguyen Tri Phu yi pl n ua al n va SERVICE RELIABILITY - THE KEY TO IMPROVE CUSTOMER SATISFACTION AT HEAD PHAT TIEN ll fu oi m at nh z z jm ht vb k MASTER OF BUSINESS ADMINISTRATION om l.c gm SUPERVISOR: DR NGUYEN PHONG NGUYEN an Lu n va ey t re Ho Chi Minh City – 2020 Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien TABLE OF CONTENTS t to LIST OF FIGURES ng LIST OF TABLES hi LIST OF ABBREVIATIONS ep EXECUTIVE SUMMARY w PART PROBLEM IDENTIFICATION n 1.1 PROBLEM CONTEXT lo ad 1.1.1 Overview of the motorcycle market ju y th 1.1.2 Overview of Phat Tien Trading and Service Company Limited 1.1.3 Overview of HEAD Phat Tien yi pl 1.2 SYMPTOMS ua al 1.3 POSSIBLE PROBLEMS 10 n 1.3.1 Unreliable service of repair and maintenance 10 va 1.3.2 Limited infrastructures and facilities 12 n ll fu 1.3.3 Uncompetitive prices 13 oi m 1.3.4 Insufficient support from employees 13 1.4 MAIN PROBLEM VALIDATION 14 nh at 1.4.1 Problem definition 14 z 1.4.2 Problem existence 15 z ht vb 1.4.3 Problem importance 18 jm 1.4.3.1 Risk of financial result decrease 18 k 1.4.3.2 Negative WOM affecting the reputation 18 gm 1.4.3.3 Decreased ranking in the annual assessment of Honda Vietnam 19 l.c 1.5 POTENTIAL CAUSES 20 om 1.5.1 Limited infrastructures and facilities 20 an Lu 1.5.2 Limited capability of some technicians 20 1.5.3 Lack of management and control 21 n va 1.5.4 Not strictly following the company’s procedure 21 2.2 ALTERNATIVE SOLUTIONS 25 2.2.1 The first alternative solution: Conducting a “Quality First” campaign 25 ey 2.1 CAUSE VALIDATION 23 t re PART CAUSE VALIDATION AND SOLUTIONS 23 Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien 2.2.2 The second alternative solution: Internal training and annual technical competition 27 2.3 SOLUTION SELECTION 30 2.4 ACTION PLAN IN ORGANIZATION 30 t to 2.5 CONCLUSION 35 ng hi PART SUPPORTING INFORMATION 36 ep 3.1 INTERVIEW GUIDE 36 3.2 QUALITATIVE RESEARCH 37 w n 3.3 QUALITATIVE RESEARCH FINDINGS 45 lo ad REFERENCES 50 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 an Lu n va ey t re Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien LIST OF FIGURES Figure Motorcycle sales in Vietnam of the five largest brands from 2011 to 2018 Figure The organizational chart of Phat Tien Company Limited t to Figure 3: Customer dissatisfaction proportion of sales and service of Phat Tien from April 2019 ng hi to September 2019 ep Figure 4: Average service customer percentage of HEAD Phat Tien stores from April to September 2019 w n Figure 5: Customer satisfaction rate about Service of Phat Tien and the company lo ad Figure 6: Reasons for dissatisfaction about service at HEAD Phat Tien y th Figure 7: The updated cause-effect map with consequences ju Figure 8: Process of repair and maintenance service yi pl Figure 9: The final cause-effect map n ua al LIST OF TABLES oi Table 4: Action plan m Table Detailed interview questions ll fu Table General interview framework n va Table Human resources of HEAD Phat Tien at nh z LIST OF ABBREVIATIONS z Honda Exclusive Authorized Dealer HAUS Honda Approved Used Motorcycle Shop VAMM Vietnam Association of Motorcycle Manufacturers VNR500 Vietnam Report’s Top 500 Largest Enterprises CSI Customer Satisfaction Index KPI Key Performance Indicator CRM Customer Relationship Management PIC Person In Charge TQM Total Quality Management k jm ht vb HEAD om l.c gm an Lu n va ey t re Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien EXECUTIVE SUMMARY Vietnam ranks in the top list of the world about the number of people using motorbikes t to for daily transportation (1) The motorbike market in Vietnam is still on the growth trend ng hi despite the forecasts that it had reached a saturation point in the previous years Infrastructure ep limitations and high taxes are the main constraints for customers to purchase cars Hence, there is still a demand for a motorcycle type of transportation Currently, the Vietnam motorcycle w n market is led by five leading manufacturers, including Honda, Yamaha, Suzuki, SYM, and lo ad Piaggio, primarily the new local electric motorcycle manufacturer of Vinfast, which makes the y th market much more competitive (1) ju Though, according to the recording of the Customer Service department, customers yi pl using the service division of Phat Tien still feedback many complaints, which takes the ua al highest portion of 17 percent of customers interviewed in after-sale service surveys, compared n to 15 percent of the total six HEADs Still, two percentage is not a small difference because it n va equals up to 80 more complaints per month than the average quantity of each HEAD, ll fu considerably the dissatisfaction ratio of Phat Tien increased continuously by up to percent m in the recent months from July to September (Figure 4) This is the fundamental reason for the oi author to more research to discover deeper the real problem and possible causes, then nh at suggest suitable and feasible solutions to solve this problem and efficiently enhance the z competitiveness of HEAD Phat Tien The author uses several qualitative methods to z vb implement this report namely in-depth interviews with heads of customer service department jm ht (Mrs Ngoc), service department (Mr Minh), HEAD’s service division (Mr Viet); several k customers and data exploration from reliable internal sources; and reference from theory om l.c gm literature of prestigious academic journals an Lu n va ey t re Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien 5 PART PROBLEM IDENTIFICATION 1.1 PROBLEM CONTEXT 1.1.1 Overview of the motorcycle market t to According to records of (3) Motorcycles Data (3), an organization that tracks ng hi motorcycle sales worldwide, Vietnam preserves its position as the fourth largest motorcycle ep market in the world in 2018 Vietnam is ranked behind India, China, and Indonesia in terms of motorbike sales (2) The domestic market reached an eight-year high in sales of approximately w n 3.38 million bikes, including both local and imported vehicles (3) Vietnam market is lo ad dominated by five leading motorcycle producers, notably Honda, Yamaha, Suzuki, SYM, and y th Piaggio, which take more than 97 percent of the total market Honda is the market leader in ju Vietnam, which accounts for 75.9 percent of the market share in 2018 and increase to 78.6 yi pl percent of market share in 2019, up nearly percent Sales rose to 3.39 million new motorbikes ua al sold in Vietnam for the fourth year in the row last year (1), (3) n Figure Motorcycle sales in Vietnam of the five largest brands from 2011 to 2018 n va ll fu oi m at nh z z k jm ht vb l.c gm Source: Vietnam Association of Motorcycle Manufacturers (VAMM) om 1.1.2 Overview of Phat Tien Trading and Service Company Limited an Lu Phat Tien Trading and Service Company Limited (Phat Tien) is a retail company established on January 10th, 1998, which trades and offers services of Honda motorcycles, ey Vietnam, and three Honda Automobile Dealer showrooms, with a staff of more than 900 t re Authorized Dealer (HEAD) stores, two Wing Service stores, the first Sport Bike showroom in n Currently, besides the headquarter in District 11, the company owns six Honda Exclusive va sportbikes, and automobiles in Ho Chi Minh City, Long An province and Dong Nai province Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien people, and serves more than one million customers in Ho Chi Minh City and neighboring provinces (4), (5) Each HEAD has the function of genuine Honda motorcycle business, providing genuine t to parts, proper maintenance and repair services, and safe driving instructions Over 20 years of ng hi operation, Phat Tien is considered as one of the leading motorcycle enterprises in Ho Chi Minh ep city and neighbor areas (4) Moreover, with the need to experience a variety of vehicles of customers, Phat Tien maintains its pioneer position by establishing the first genuine Honda w n Sport Bike Showroom in Vietnam that provides the latest Honda Sport Bike models with lo ad professional maintenance service and genuine spare parts In addition to the breakthrough y th development of the system of motorbike stores, Phat Tien is gradually asserting its position in ju the Automobile Industry with three Honda Dealers following 5S standards of Honda Vietnam yi pl including Honda Auto Bien Hoa, Honda Auto Long An, and Honda Auto Saigon - District ua al with the function of providing the latest models of Honda cars and professional maintenance n service, genuine parts and especially safe driving activities to every customer n va By the end of 2019, Phat Tien is the only company nationwide to have an official retail ll fu distribution network of Honda's finished products from motorcycle to sportbike and car Phat m Tien is honored by Honda Vietnam in many awards and continuously ranks among the leading oi HEAD systems of Honda Vietnam Especially, Phat Tien is honored to be in the Top 500 nh at Largest Private Enterprises in Vietnam (VNR500) in the past 11 years (5) The company also z pays great attention to community social activities via Tri Duc Charity Fund z k jm ht vb Figure The organizational chart of Phat Tien Company Limited om l.c gm an Lu n va ey t re Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien 1.1.3 Overview of HEAD Phat Tien HEAD Phat Tien was established in 2008 This store is located at 406A Le Trong Tan street, Tay Thanh ward, which is a very crowded area of Tan Phu district to the western region t to of Ho Chi Minh city Its opening ceremony marked a milestone in Phat Tien company's ten- ng hi year operating HEAD Phat Tien store has taken a significant portion of sales and service ep customer quantities of the company for many years up to now, with the complete human resources of 57 people with details as the following table w n Table Human resources of HEAD Phat Tien lo Human resources Quantity Store Manager One person A Sales Division ad No ju y th One person Vice Head of Sales Two people Salesman Registration employee (Sales) Cashier (Sales) B Service Division Head of Service Division Lead of Technician Vice-Lead of Technician 10 Technicians 11 The lead of Spare Parts One person 12 Employees of Spare Parts Three people 13 Registration employee (Service) One person 14 Cashier (Service) Five people C Office & Support Division 15 Accounting Four people 16 Security Eight people 17 Cleaners Two people Total 57 people pl Head of Sales Division vb yi ua al n Ten people va One person n ll fu Three people oi m nh One person at One person z z Two people 12 people k jm ht om l.c gm an Lu n va ey t re Source: Human Resource Department Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien 1.2 SYMPTOMS To justify the existence of somethings abnormal in the company, the thesis author has researched secondary data from the company’s internal reports of the customer service t to department as well as the service department to identify the symptom for further exploration ng hi Among over 700 Honda dealers nationwide, Phat Tien is the leading one obtaining the ep significant market share in Vietnam and the highest in Ho Chi Minh city In the period in which the market expands less rapidly, Honda Vietnam takes strategic actions to focus on the w n customer satisfaction index (CSI) as their major factor in maintaining and develop customers lo ad from many competitors Following the Honda Vietnam approach, Phat Tien also considers y th customer satisfaction as their top priority While sales are the activities to generate short-term ju revenue for the time of customer's purchase only, service can create revenue and profits more yi pl sustainably for the longer term Therefore, customer satisfaction about service quality should ua al be the critical and strategic division for particular and severe concerns and investments from n the company n va However, the statistical data about customer dissatisfaction proportion of sales and ll fu service of Phat Tien from April 2019 to September 2019 consolidated by Customer Service m department illustrates that dissatisfaction about service takes a significant portion up to 66 oi percent, as shown in Figure3 Additionally, HEAD Phat Tien welcomes the highest quantity nh at of service customers compared to other stores of the entire company up to 22 percent, as z illustrated in Figure z vb Figure 3: Customer dissatisfaction proportion of sales and service k Dissatisfaction jm ht of Phat Tien from April 2019 to September 2019 om an Lu 66% l.c gm 34% ey Source: Customer Service Department t re Service n va Sales Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien 39 ❖ In-depth Interview 2: ✓ Interviewee: Mr Nguyen Quang Minh ✓ Title: Service Department Manager t to ✓ Age: 33 ng hi ✓ Working experience: years ep Q1: Good morning Could you introduce something about yourself and the position you are working in this company? w n Mr Minh: My name is Nguyen Quang Minh, manager of the service department I have been lo ad working at Phat Tien for about years y th Q2 According to your experience, could you share some information about what are the ju customer’s feedback about the service at Phat Tien 5? What feedback you think the most yi pl important, and why? ua al Mr Minh: As far as I am concerned, customers often complain about the quality of repair and n maintenance, some customers said that the technicians did not ask the symptom of their n va motorcycle carefully Long waiting time, especially at the weekends, is also popular Some ll fu customers complain the technicians not support them enthusiastically Besides, several m customers said that the fee of repair and maintenance, and cost of spare parts is rather high A oi few customers complain about the facilities and infrastructures of the store nh at I think the most important problem is the quality of repair and maintenance because many z customers complain about this problem, occasionally some cases are quite serious, which z vb requires us to solve more carefully As you know, the quality of service is one of the criteria jm ht in the annual assessment of Honda Vietnam, so we have to take a serious concern and priority k Q3: From your point of view, what are the reasons for the above problems? What is the most l.c gm critical reason, and why? Mr Minh: Regarding the quality of repair and maintenance, there are many reasons according om to my experience Firstly, the final check step in the service procedure is not implemented an Lu carefully and strictly Secondly, junior technicians not have enough good training from senior technicians as well as the Training department Thirdly, there are insufficient and Regarding the technician’s attitude, most of the technicians are from a technical background; hence their communication skills are not enough gentle and professional Besides, the ey productivity of the technicians is inadequate, so it takes more time to finish each task t re neighboring urban premises, and the quantity of the motorcycle’s lift is limited Moreover, the n Regarding the time of repair and maintenance, the service area is hard to expand in the va unregular management and control from the service department and the store’s managers Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien 40 technicians are not well equipped with necessary soft skills, namely communication, problemsolving, etc from the company Therefore in some cases, their attitudes cause misunderstanding for customers t to Regarding the high price, the service department has not tracked the market prices frequently ng hi to adapt competitive prices and fees for the repair and maintenance Furthermore, service ep promotion campaigns are not attractive compared to the competitors in some period of the year In sum, I think the most critical reason is the technicians not strictly follow the company’s w n procedures, especially the final check step of the chief technician because this step ensures the lo ad quality of the repair and maintenance before returning the motorcycle to customers so that it y th can minimize the defect and complaint rates However, another critical reason is the limited ju facilities and service area, which have to be developed to satisfy the increasing demand from yi pl customers n quality? ua al Q4 In your view, could you advise any suggestion to solve the main problem of service ll fu critical reasons as above n va Mr Minh: To solve the service quality problem, I think we should focus on dealing with two m The first solution is that our service department will improve the regulations about following oi the service procedures by several methods, including setting up specific KPI for each nh z the customer service department and the store at technician, more regular check actual situation at the store, and tightening the cooperation with z vb The second solution is that we will utilize the company’s facilities of the nearby HAUS store k repair services jm ht for fast service so that HEAD Phat Tien will have more capacity to focus on more complex l.c gm The third solution is about internal training, which is not only teaching new and junior technicians about theories but also selective practical experiences from senior technicians I an Lu Q5 From the above solutions, what is the most suitable solution, and why? om think the store’s internal trainers will be better at conveying technical knowledge and skills Mr Minh: From my standpoint, I think the two most suitable and important solutions, which ✓ Interviewee: Mr Pham Van Dung ✓ Title: Senior technician ey ❖ In-depth Interview 3: t re could not deliver immediate impacts in the short term n crucial which can significantly improve the current situation Training is not too urgent, and it va we should implement them simultaneously, are solution and because both of them are Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien 41 ✓ Age: 34 ✓ Working experience: years Q1: Good morning Could you introduce something about yourself and the position you are t to working in this company? ng hi Mr Dung: My name is Pham Van Dung, a senior technician at Phat Tien I have been ep working at Phat Tien for more than years Q2 According to your experience, could you share some information about what are the w n customer’s feedback about the service at Phat Tien 5? What feedback you think the most lo ad important, and why? y th Mr Dung: Normally, the customers complain about the quality of the repair They asked me ju why their motorcycle had been repaired but remained the symptoms In some cases, the inside yi pl parts need some time to match and run smoothly In these situations, I explained to the ua al customers, but maybe my explanation was not clear, so the customers still complained I think n the quality of repair is the most important problem because it affects the store’s prestige to n va customers ll fu Besides, some customers complain about the long waiting time As you can see, most m customers come on the weekends, so there are lots of tasks Sometimes time to repair for the oi previous customer becomes extended due to additional defects identified during the task, so nh at after the customer will generally wait for a longer time z Besides, the quantity of motorcycle lift is limited compared to the number of customers, z vb especially on the weekends, which makes it harder to repair for all customers at the same time k reason, and why? jm ht Q3: In your view, what are the reasons for the above problems? What is the most critical l.c gm Mr Dung: For the quality of repair, I think it is because of missing check in the process, and sometimes unclear explanation to customers For the long waiting time, I think the reasons are an Lu critical reason, in my opinion, is limited motorcycle lifts in peak time om insufficient knowledge and skills of the technicians, especially the junior ones The most Q4 In your opinion, could you advise any suggestion to solve the main problem of service Q5 From the above solutions, what is the most suitable solution, and why? ey lifts and expand the service’s area to increase the capacity of the store t re customers about the motorcycle’s defects Besides, the company should equip more motorcycle n Mr Dung: I think I should improve my communication ability to explain more apparently to va quality? Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien 42 Mr Dung: In my opinion, the company should provide more motorcycle lifts so that the service capacity could adapt to the customer’s increasing demand ❖ In-depth Interview 4: t to ✓ Interviewee: Mr Lam Hoang Quoc ng hi ✓ Title: Junior technician ep ✓ Age: 22 ✓ Working experience: months w n Q1: Good morning Could you introduce something about yourself and the position you are lo ad working in this company? y th Mr Quoc: My name is Lam Hoang Quoc, a junior technician at Phat Tien I joined Phat ju Tien approximately months ago yi pl Q2 According to your experience, could you share some information about what are the n important, and why? ua al customer’s feedback about the service at Phat Tien 5? What feedback you think the most n va Mr Quoc: As I am a new employee, my working experience is quite limited The most popular fu feedback from the customer is about the quality of repair and maintenance, which means I ll not completely solve the motorcycle’s defect, or one defect is solved, then another defect arises m oi I think this is the most important problem because quality is the top priority of the company nh at Besides, some customers feel annoying about waiting for a long time This is because I cannot z solve some defects I need to ask for some assistance and instructions from senior technicians z vb Hence the time to repair in these cases is unexpectedly longer than usual k critical reason, and why? jm ht Q3: From your point of view, what are the reasons for the above problems? What is the most l.c gm Mr Quoc: Regarding the quality of repair and maintenance, I think my ability is rather narrow in some cases, which is the main issue to improve Regarding the time of waiting, the quantity om of motorcycle lifts is not enough, especially at the weekend quality? an Lu Q4 In your view, could you advise any suggestion to solve the main problem of service will help technicians feel less intensive ey Mr Quoc: I think purchasing more motorcycle lifts is the most suitable solution because it t re Q5 From the above solutions, what is the most suitable solution, and why? n capacity, and I should learn more to enhance my technical knowledge and skills va Mr Quoc: I think the company should purchase more motorcycle lifts to increase the store’s Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien 43 ❖ In-depth Interview 5: ✓ Interviewee: Mr Nguyen Thanh Tuan ✓ Title: A service customer t to ✓ Age: 35 ng hi ✓ Address: Tan Phu district ep Q1: Good afternoon Could you please introduce yourself? Mr Tuan: My name is Nguyen Thanh Tuan I live near HEAD Phat Tien in Tan Phu district w n Q2: Do you usually use service for your motorcycle at HEAD Phat Tien 5? lo ad Mr Tuan: Yes, I usually visit HEAD Phat Tien to repair and maintenance my motorcycle y th It is quite convenient because I live very near here ju Q3: Are you satisfied with the service of HEAD Phat Tien 5? What is the biggest point you yi pl are not satisfied with? ua al Mr Tuan: Generally, I feel satisfied with the service of HEAD Phat Tien All of my family n bought motorcycles here, so I service here, too ll fu motorcycle repaired? n va Q4 Thank you so much for your trust Could you share how long you usually wait for your m Mr Tuan: Most of the time is about 30 minutes Sometimes longer for about hour I think oi the time is quite long, but it’s fine because there are many customers and I wait in the room at nh with an air conditioner z Q5 How about the quality of the repair? Are you satisfied with it? z vb Mr Tuan: I think the quality of the repair is OK Once after repairing, the symptom remained k again Then they double-checked and solved the defect completely jm ht despite I had carefully checked before going home On the next day, I went to the store to check gm Q6 Thank you for your clear explanation What you think about the service prices? om Q7 What you think about the employee’s attitude? l.c Mr Tuan: The prices are a little higher than small repair workshops, but I think it’s reasonable motorcycle an Lu Mr Tuan: It’s OK They work hard and advise me in detail if I have any questions about my Q9 Which issue you concern most? Mr Tuan: I think the quality of repair is my biggest concern ey the waiting room so it’s very convenient for me t re drinks to serve in the meantime And I can observe the repair process through the glass wall of n Mr Tuan: The waiting room is not so spacious However, there is an air conditioner and some va Q8 About the facilities, what you think about it? Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien 44 Q9: Do you have any suggestions for the store for improvement? Mr Tuan: If possible, I think the store should help technicians to repair more precisely Q10: Will you continue to use service at HEAD Phat Tien 5? t to Mr Tuan: Yes, I will surely continue to use the service here ng hi ❖ In-depth Interview 6: ep ✓ Interviewee: Mrs Truong Bich Lien ✓ Title: A service customer w n ✓ Age: 28 lo ad ✓ Address: District 12 y th Q1: Good afternoon Could you please introduce yourself? ju Mrs Lien: My name is Truong Bich Lien I live in district 12 yi pl Q2: Do you usually use service for your motorcycle at HEAD Phat Tien 5? ua al Mrs Lien: Not so regularly, approximately two or three times up to now I live in district 12, n but my parents’ house is near here, so I only repair my motorcycle at Phat Tien whenever I n va visit my parents m are not satisfied with? ll fu Q3: Are you satisfied with the service of HEAD Phat Tien 5? What is the biggest point you oi Mrs Lien: I think the service is OK The employees are nice and supportive The biggest point nh at I not feel satisfied with maybe the waiting time is a little long, but I feel reliable here z Q4 What you think about the quality of repair and maintenance? z k jm Q5 Regarding the facilities, what you think about it? ht because my motorcycle is rarely broken vb Mrs Lien: I think the quality is good Mostly I change lubricant and repair some small parts The store offers some coffee However, I think the service area is not so wide l.c gm Mrs Lien: The facilities are good The waiting room is clean and fresh, with an air conditioner an Lu improvement? om Q6: Thank you very much for your feedback Do you have any suggestions for the store for Mrs Lien: I think the store should minimize the waiting time by categorizing and offering a near my area ey visit another HEAD where it is convenient for me because there are a lot of other HEAD stores t re Mrs Lien: If the waiting is improved, I will continue to use service here Otherwise, I may n Q7: Will you continue to use service at HEAD Phat Tien 5? va priority section for the customers who only change lubricant like me ad ju y th Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien 45 yi pl ua al 3.3 QUALITATIVE RESEARCH FINDINGS Interviewee’s code: n (1B) Mr Minh oi ✓ Technicians m ll Mrs Ngoc fu (1A) n va ✓ Managers of the related departments and HEAD Phat Tien Mr Quoc z (2B) at Mr Dung nh (2A) z (3B) Mrs Lien k jm Mr Tuan ht (3A) vb ✓ Service customers gm Findings from the interviews: 1B 2A om 1A l.c Interviewees Question 2B 3A 3B Quality of Quality of repair Quality of Quality of Rather long Nice and feedback about repair and and maintenance repair and repair and waiting time supportive the service at maintenance Long waiting time, maintenance maintenance The quality of employees HEAD Phat Technician’s especially at the Long waiting Long waiting Tien attitude weekends time time Time of repair The attitude of the and maintenance technicians an Lu Customer’s va n y te re repair is generally Quite long waiting time Limited needed for double- Quality of facilities checking repair is OK ac th OK Just one time si eg cd jg hg ad ju y th Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien 46 yi pl 1A Interviewees ua al Question 1B 2A 2B 3A 3B n Price of service Prices are a little Infrastructures if OK Limited facilities higher than a small infrastructure and infrastructures shop but acceptable fu Limited m ll n va Price of service oi Helpful employees nh at Limited z infrastructures Quality of repair Quality of repair and maintenance maintenance and maintenance and maintenance The reasons Insufficient Technicians not Missing check for the problems technical skills of strictly follow the in the repair the technicians company’s process Too many procedure Unclear A limited customers visit at Lack of training explanation to quantity of peak times for junior technicians customers leading motorcycle lifts Limited Insufficient and to infrastructures unregular misunderstanding management and Insufficient control technicians’ Quality of repair Waiting time jm important ht Quality of repair and vb Quality of repair z The most k feedback technicians’ l.c gm Narrow junior om capability an Lu va n y te re ac th si eg cd jg hg ad ju y th Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien 47 yi pl 1A Interviewees ua al Question 1B 2A 2B 3A 3B n knowledge and n va Limited area and skills m ll fu hard to expand A limited premises quantity of oi neighboring urban nh at A limited quantity z of motorcycle lifts motorcycle lifts k jm ht Lack of vb technicians’ capacity z Inadequate gm technicians’ soft l.c skills om Not tracking the Lu market price an Uncompetitive va promotion campaigns n A limited Insufficient critical reason technical skills of strictly follow the quantity of technical skills of the technicians company’s motorcycle lifts the technicians si procedure ac th Technicians not y te Insufficient re The most eg cd jg hg ad ju y th Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien 48 yi pl 1A Interviewees ua al Question 1B 2A 2B 3A 3B n n va Limited m ll fu infrastructures Enhance strict alternatives to survey’s results regulations solve the with specific Utilize problems details infrastructures of Enhance HAUS store communication at nh Purchase more technicians’ motorcycle lifts communication Enhance ability technicians’ z Improve z Improve the oi Solution knowledge and Internal training motorcycle lifts skills with related for practical Expand the departments knowledge and skills service’s area k jm ht vb Equip more gm training om l.c Internal Improve the Enhance strict Equip more Equip more Help technicians to Minimize the most suitable survey’s results regulations motorcycle lifts motorcycle lifts repair more precisely waiting time by solution with specific Utilize details infrastructures of an priority section va n for customers y te re HAUS store Lu What is the only changing the ac th lubricant si eg cd jg hg ad ju y th Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien 49 yi pl 1A Interviewees ua al Question 1B 2A 2B 3B Yes Maybe if n 3A at nh z Tien 5? 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