(Luận văn) tourist satisfaction towards food and restaurant service in mui ne , luận văn thạc sĩ

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business t to ng hi ep w n lo HUA VU THANH THAO ad ju y th yi pl n ua al TOURIST SATISFACTION TOWARDS FOOD AND va n RESTAURANT SERVICE IN MUI NE ll fu oi m at nh z z ht vb k jm MASTER OF BUSINESS (Honours) om l.c gm n a Lu n va y te re Ho Chi Minh City – Year 2014 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business t to ng hi ep w n lo HUA VU THANH THAO ad ju y th yi pl n ua al TOURIST SATISFACTION TOWARDS FOOD AND va n RESTAURANT SERVICE IN MUI NE ll fu oi m at nh z z ht vb k jm gm om l.c ID: 22110055 n a Lu n va MASTER OF BUSINESS (Honours) y te re SUPERVISOR: Prof Le Nguyen Hau Ho Chi Minh City – Year 2014 ABSTRACT Customer satisfaction is popular topic of many research However, the demand of t to customers changes very quickly The necessary of understanding current customers need ng hi ep are always the concern of business especially restaurants service This study examines the relationship among restaurant attribute to customer satisfaction who have experiences of w n restaurant service in Mui Ne It also investigates the impact of customer satisfaction to lo ad word of mouth after their perception of service Using data set form a sample of 180 y th ju customers, the study found that prices has the most influence to customer satisfaction yi pl compared to service quality, food quality and atmosphere Then customer satisfaction has al n ua positive impact on word of mouth These findings suggest that in order to increase n va customer satisfaction, restaurant should take consideration of price strategy On the other ll fu hand, quality of food, service and atmosphere also need to increase to attract more oi m customers at nh z z ht vb k jm om l.c gm n a Lu n va y te re CONTENTS CHAPTER1: INTRODUCTION t to 1.1.Research background ng hi 1.2.Objective of the study ep 1.3.Significant of the study w 1.4.Reseach methodology n lo 1.5 Scope of the study ad 1.6.Research structure y th ju CHAPTER 2: LITERATURE REVIEW yi pl 2.1 Customer satisfaction in restaurant industry al n ua 2.2 Restaurant attributes va 2.3 Stimuli in restaurant n 2.3.1 Food quality fu ll 2.3.2 Service quality 11 oi m 2.3.3 Atmosphere 11 nh at 2.3.4 Price 12 z z 2.4 Word of mouth 13 vb 2.5 Research model 14 ht jm CHAPTER 3: METHODOLOGY 16 k gm 3.1 Research method 16 om l.c 3.2 Research instrument and measurement scales 16 3.3 Questionnaire design 19 a Lu 3.4 Sample 20 n 4.1.1 Validity 24 4.1.2 Reliability analysis 37 y 4.1 Exploratory Factor Analysis (EFA) 24 te re CHAPTER 4: RESULT 24 n va 3.5 Data collection and procedure 20 4.2 Regression analysis 40 4.2.1 Multiple regression analysis 40 t to 4.2.2 Simple regression analysis 46 ng 4.3 Discussion of the findings 48 hi ep CHAPTER 5: IMPLICATION, LIMITATIONS AND CONCLUSION 51 5.1 Implication 51 w n 5.2 Limitations 51 lo ad 5.3 Conclusion 52 ju y th TABLES yi Table 3.1: Source of measurement scales 19 pl ua al Table 4.1: KMO and Bartlett's Test 1A 25 n Table 4.2: Total Variance Explained 1A 27 va n Table 4.3: Rotated Component Matrix 1A 28 fu ll Table 4.4: KMO and Bartlett's Test 1B 28 m oi Table 4.5: Total Variance Explained 1B 30 nh Table 4.6: Rotated Component Matrix 1B 31 at z Table 4.7: KMO and Bartlett's Test 2A 31 z ht vb Table 4.8: Rotated Component Matrix 2A 32 jm Table 4.9: KMO and Bartlett's Test 2B 33 k Table 4.10: Total Variance Explained 2A 34 gm l.c Table 4.11: Rotated Component Matrix 2B 35 om Table 4.12: KMO and Bartlett's Test 2C 35 a Lu Table 4.13: Total Variance Explained 2C 36 n Table 4.14: Rotated Component Matrix 2C 36 va Table 4.15: Reliability analysis result 39 n Table 4.18: Anova of Multiple Regression 44 Table 4.19: Coefficients of Multiple Regression 44 y Table 4.17: Multiple Regression result 43 te re Table 4.16: Correlation Matrix 43 Table 4.20: Simple Regression Result 46 Table 4.21: Anova of Simple Regression 47 t to Table 4.22: Coeficients of Simple Regression 48 ng PICTURES hi ep 4.1: Regression Standardized Residual (MRL) 40 4.2: Regression Standardized Residual (MRL2) 41 w n FIGURES lo ad Figure 2.1: Proposed research model 15 y th ju Figure 3.1: Research process 22 yi pl n ua al n va ll fu oi m at nh z z ht vb k jm om l.c gm n a Lu n va y te re CHAPTER 1: INTRODUCTION 1.1 Research background t to ng All of the service businesses today are improving their service quality to increase hi ep customers’ satisfaction In order to achieve customer satisfaction (CS), recognizing w customers' needs and being able to satisfy them is very important Great profits will come n lo to enterprises which understand and apply effective policies of customers’ satisfaction ad ju y th rapidly, especially restaurant industry As Reisig and Chandek (2001) discussed the fact that customer’s expectation are different depend on their knowledge of products or service yi pl This means that if the service performance is good as they expected, customers will be ua al satisfied Gilbert, Veloutsou, Goode & Moutinho (2004) stated that the success of a n va company is not how much services and goods they can provide, it is how well the company n fu ll satisfies customers Along with that, satisfied customers are the long term success of m oi business As mentioned, great satisfied customers will bring more profit and success to the nh at business In addition, a research has shown that customers who are not satisfied will inform z z to eight to ten people about their experiences (Leboeuf, 1987) so that customer satisfaction ht vb has a strong linkage with their behavior k jm gm Specifically, in restaurant industry, to increase sales, the priority for restaurant om l.c owners is to understand guest satisfaction Moreover, restaurant industry has many segments and different types of service encounter so it is very important to restaurant in a Lu determine factors make customers feel satisfaction about their service Restaurants which n n va can deliver quality service effectively and consistently will reach the level of customer they will consider several of criteria for selecting dining places (Sloan, 2004) Page | y satisfy their needs In addition, customers suppose restaurant services to a package, so that te re satisfaction Kotler, (2011) mentioned customers look for “a set of benefit” which can In this paper, customer satisfaction of food service and restaurant in Mui Ne is mainly investigated Mui Ne stays on the Southeastern Vietnam belongs to Binh Thuan t to province which is a coastal resort town The town is favorite destination of Russian ng hi because of the beautiful beach and inexpensive cost of tourisms service here Mui Ne ep beach is tropical beach which suitable for kite surfing and windsurfing to attract more w tourists come to At present, according to the report of Binh Thuan department of Culture, n lo ad Sports and Tourism, in 2012, Binh Thuan tourism sector has achieved revenue of VND y th 4,358 billion More than 3.141 million turns of visitors including 341,160 turns of ju yi foreigners, a year-on-year increase of 13.5% came to Binh Thuan Mui Ne- Phan Thiet is pl ua al becoming “a paradise of resorts” of international tourists and a “Russian village” in Viet n Nam because of more than 30% Russian tourists of the total international visitors comes to va n Vietnam annually Contributing to the growth of Mui Ne tourism, food service and fu ll restaurant are also a key factor to encourage customers stay in Mui Ne longer oi m nh In addition, Binh Thuan tourism has the strategy to attract visitors come to Binh at z Thuan more often and stay longer The authorities of province try to give preferential z vb conditions to investors to improve the quality of Mui Ne area tourism and hotels service ht jm Besides, providing quality food services has become one of the critical issues in the k gm tourism industry The demand of restaurant and food service quality is higher when the om l.c numbers of tourist come to Mui Ne increase For these reasons, understanding customer satisfaction is more important for Mui Ne food service and restaurant in order to keep n a Lu current customers and attract more visitors in the future Additionally, it is mentioned on Talkvietnam, there is Vietnamese restaurant discriminates Page | y good as other coastline area It seems food service here doesn’t have investment properly te re service and restaurant According to a number of tourists, Mui Ne food service is not as n va However, there seems to be paucity of data on service quality in Mui Ne's food against Vietnamese in Mui Ne Therefore, the study of customer satisfaction about food service and restaurant is necessary to apply an appropriate management intervention Base t to on the result of this study, Binh Thuan province or Mui Ne food service and restaurant can ng hi figure out reflective upgrading method for their best service ep 1.2 Objective of the study w n lo The main purpose of this study is to explore the perception of customers towards ad ju y th food and restaurant services in Mui Ne and how factors related to these service effects their overall satisfaction ultimately leading to Word of mouth yi pl Identify factors that determine the satisfaction of customers towards food and ua al • n restaurant service in Mui Ne n va • Identify the influences of customer satisfaction to their behavior intention to oi m at nh 1.3 Significant of the study ll fu word of mouth z z Although many studies had done research about customer satisfaction, but there vb ht was few of research focus on food service in Mui Ne In the study of Nguyen (2012), jm customer satisfaction of restaurant service was measure by seven factors: price, quality of k gm food, service value for peaceful life, service value to social recognition, service value to l.c social integration which only focus on service value Other research of Chau (2007), a om a Lu Parasuraman model was adapted to measure customer satisfaction about restaurant service n in Can Tho So, there seem to be few of study adapted Namkung (2009) model together n y te re restaurant industry Base on two original models, this study will build the appropriate va with (Ramapuram & Batra, 2005) measuring factor influence customer satisfaction in model for Mui Ne restaurant and food service in order to measure service quality here The Page | result of this research will be the reference for restaurant owner in order to improve their business to attract more customers t to 1.4.Research methodology ng hi ep This study will exam the proposed conceptual model adapt from Namkung (2009) w Questionnaire will be used to collect data and SPSS software is the main tool to analyze n lo data The realiability and validity of measurement scales will be tested by Cronbach’s ad ju y th Alpha and Exploratory Factor Analysis (EFA) Regression analysis will perform to determine the relationship and impacts between factors in the model yi pl n ua al 1.5.Scope of the study n va The survey will be conducted in Ho Chi Minh city which is the most crowded city ll fu in Vietnam The reason is Mui Ne locates on the area not too far from Ho Chi Minh city m oi about 200 kilometers A lot of tours travel from Ho Chi Minh to Mui Ne In addition, easy nh to take bus lines from Ho Chi Minh city go to Mui Ne is one of other reason Finally, Mui at z Ne becomes popular choice for people living in Ho Chi Minh who want to enjoy their z vb ht vacation at weekend because it doesn’t take much time to travel there k jm 1.6.Research structure gm om l.c This study is formed into five chapters First chapter is introduction which presents the overview of the research includes research background, overall methodology, objective a Lu of the study, significant of the study and scope will be examined by the author Chapter n n va two reviews the definition of six main concept in the research: perceive service quality, mouth will be described, too Besides, this part brings out some other authors point of view Page | y atmosphere, service quality and price The theory of customer satisfaction and word of te re customer satisfaction in restaurant industry, restaurant attributes includes food quality, Service quality are found to have significant impact on customer satisfaction (β= 250, t = 5.605, p = 0.00< 0.05) Thus, Hypothesis H2 was supported t to H3: Customer perception of atmosphere has positive effect on customer satisfaction ng hi ep Atmosphere is found to have influence on customer satisfaction (β= 281, t = 6.244, p w = 0.00< 0.05) Thus, Hypothesis H3 was supported n lo ad H4: Customer perception of price has positive effect on customer satisfaction y th ju The result described that price had influence on customer satisfaction (β= 406, t = yi pl 9.606, p = 0.00< 0.05) Thus, Hypothesis H4 was supported ua al n 4.2.2 Simple Regression Analysis n va To test Hypothesis 4, the relationship between attitude toward customer satisfaction ll fu oi m and WOM, simple regression analysis was implemented nh at Model Summary z z R R Std Error of Square Sig F Square Square the Estimate Change Change Change DurbinWatson 593 352 349 60313 352 99.467 1.978 n a Lu Predictors: (Constant), CF 000 om l.c gm F k R R jm Adjusted ht vb Change Statistics va n Dependent variable: WOM y te re Table 4.20: Simple Regression Result Page | 46 Regression Linear for Satisfaction (CF) and WOM had good result show in Table 4.20 The R-square=.349 shown 34.9 percent of the variance was accounted for Durbin- t to Watson=1.978 closed to means there was no influences on the size of residual ng hi Sig=.000