THÔNG TIN TÀI LIỆU
t to UNIVERSITY OF ECONOMICS HO CHI MINH CITY ng hi International School of Business ep w n lo ad ju y th VO THI THUY KHA yi pl n ua al va n ANTECEDENTS OF CUSTOMER’S EVALUATION fu ll ON SERVICE VALUE TOWARDS oi m at nh USING MOBILE VALUE-ADDED SERVICES z z ht vb jm k MASTER OF BUSINESS (Honours) om l.c gm n a Lu n va y te re Ho Chi Minh City – Year 2014 t to UNIVERSITY OF ECONOMICS HO CHI MINH CITY ng hi International School of Business ep w n lo VO THI THUY KHA ad ju y th yi pl ANTECEDENTS OF CUSTOMER’S EVALUATION ua al n ON SERVICE VALUE TOWARDS va n USING MOBILE VALUE-ADDED SERVICES ll fu oi m nh at ID: 22130033 z z ht vb jm k MASTER OF BUSINESS (Honours) gm SUPERVISOR: DR PHAM NGOC THUY om l.c n a Lu n va y te re Ho Chi Minh City – Year 2014 iii ACKNOWLEDGEMENTS t to ng hi Firstly, I would like to express my sincere gratitude to Dr Pham Ngoc Thuy, my ep Supervisor, who has given me great guidance, inspiration and especially her motivation, thanks for her valuable advice, suggestions and resources that helping me w n in accomplishing this study lo ad Secondly, I would like to express my sincere thanks to all professors, tutors and y th officers of MBus Program for valuable lectures, academy knowledge and your ju yi experiences transfer throughout the period of courses at International School of pl Business al n ua I want to express my special thanks to all my colleagues, friends in telecom industry va for your advice, cooperation and supports during the pilot and official survey Without n your support, I could not successfully complete my thesis ll oi m 30th Sep, 2014 fu Ho Chi Minh City, Vietnam, at nh z Vo Thi Thuy Kha z ht vb k jm om l.c gm n a Lu n va y te re iv ABSTRACT t to In recent years, the Vietnam telecommunications and information technology has a ng hi growth with a number of important and new achievements And mobile telecom sector ep has grown larger and stronger Besides, there is a strict competition among enterprises in seizing mobile phone market shares And each enterprise has a strict competition w n lo among kinds of services in which mobile service has highest revenue The core ad services of mobile providers are the same Therefore, mobile telecom operators are y th looking at “Mobile Value Added Services” (M-VAS) as the next wave of growth to ju yi create the wake of changing markets, and most of revenues are expected to flow from pl VAS in the near future al n ua This fact has encouraged the author to conduct the research and assess the impact level va of customer perceived value on customer loyalty when using mobile value added n services in Vietnam, is done through qualitative and quantitative methods The survey fu ll has been distributed to 210 customers There were 184 valid responses out of 191 m oi responses received The Cronbach's Alpha model has been invoked in order to test the nh at reliability of collected data The factor analysis, multiple regression have been used for z determining the key factors that affect to customer perceived value, customer loyalty z ht vb Test results obtained show that three hypothesizes are supported, a hypothesis is not jm supported and a hypothesis is not tested because of some unbalanced groups of gender k and age limitations in samples gm Based on the findings, suggestions and managerial implications will be provided in om l.c order to improve the quality of using mobile value-added services to achieve the higher level of customer perceived value and customer loyalty and provide managers a Lu with a basis for options to develop new services appropriate to objectives and strategic n y te re Key words: Perceived Value, Perceived Usefulness, Corporation Image n are living in Ho Chi Minh city for research va Due to limited time and resource, the scope of study is delineated to customers who v Table of Contents t to ng hi ep ACKNOWLEDGEMENT ABSTRACT CHAPTER – INTRODUCTION 1.1 RESEARCH BACKGROUND 1.2 RESEARCH OBJECTIVES 1.3 RESEARCH SCOPE 1.4 RESEARCH METHOD 1.5 THESIS STRUCTURE .3 CHAPTER – LITERATURE REVIEW 2.1 CHAPTER INTRODUCTION 2.2 INTRODUCTION ABOUT MOBILE VALUE-ADDED SERVICE 2.3 LITERATURE REVIEW 2.3.1 Service Reliability 2.3.2 Perceived Usefulness of Service .8 2.3.3 Corporation Image 2.3.4 Customer Perceived Value 2.3.5 Customer Loyalty .10 2.3.6 Relationship between Service Reliability and Customer Perceived Value 11 2.3.7 Relationship between Perceived Usefulness of Service and Customer Perceived Value 11 2.3.8 Relationship between Corporation Image and Customer Perceived Value 12 2.3.9 Relationship between Customer Loyalty and Customer Perceived Value .12 2.3.10 Moderating Effects of Gender and Ages 13 2.4 RESEARCH MODEL .14 2.5 SUMMARY 15 CHAPTER – RESEARCH METHODOLOGY 16 3.1 INTRODUCTION 16 3.2 RESEARCH PROCESS 16 3.3 RESEARCH DESIGN 16 3.4 PRELIMINARY SURVEY .18 3.5 MEASUREMENT SCALES .20 3.5.1 Service Reliability .20 3.5.2 Perceived Usefulness of Service .21 3.5.3 Corporation Image .21 3.5.4 Customer Perceived Value 22 3.5.5 Customer Loyalty 22 3.6 QUESTIONNAIRE DESIGN 23 3.7 SAMPLING METHOD 23 3.8 MAIN SURVEY AND DATA COLLECTION 25 3.9 DATA ANALYSIS METHODS .25 3.9.1 Exploratory Factor Analysis (EFA) 25 3.9.2 Reliability Analysis 26 3.9.3 Multi-linear regression analysis .27 3.10 SUMMARY 27 CHAPTER – DATA ANALYSIS 29 4.1 INTRODUCTION 29 4.2 DESCRIPTIVE DATA ANALYSIS 29 w n lo ad ju y th 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 vi t to ng hi ep 4.2.1 Table statistics form 29 4.2.2 Descriptive analysis of the variables studies 31 4.3 MEASUREMENT SCALE ASSESSMENT 31 4.3.1 Reliability Analysis - by Cronbach‟s Alpha .31 4.3.2 Exploratory Factor Analysis .34 4.3.3 Correlation 38 4.4 HYPOTHESES TESTING 40 4.4.1 Assumption of Multiple Regressions .40 4.4.2 Evaluate and test the relevance of the model 40 4.4.3 Testing Hypotheses .41 4.5 DISCUSSIONS 45 4.6 SUMMARY 47 CHAPTER – CONCLUSIONS AND IMPLICATIONS 48 5.1 MAIN FINDINGS .48 5.2 MANAGERIAL IMPLICATIONS 49 5.3 MANAGERIAL CONTRIBUTIONS .50 5.4 LIMITATIONS 51 REFERENCES 52 APPENDICES 57 APPENDIX – QUESTIONNAIRE IN ENGLISH 57 APPENDIX – QUESTIONNAIRE IN VIETNAMESE 60 APPENDIX - DESCRIPTIVE STATISTICS OF ITEMS .63 APPENDIX - EFA ANALYSIS RESULTS 64 APPENDIX - RELIABILITY ANALYSIS RESULTS 67 APPENDIX 6- MULTIPLE REGRESSIONS RESULTS 69 w n lo ad ju y th 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 vii List of Tables t to ng hi ep Table 4-1: Descriptive Statistics of Sample 30 Table 4-2: Reliability analysis results .33 Table 4-3: Second EFA analysis results for all variables .36 Table 4-4: New Factors 37 Table 4-5: Describe the correlation among variable 39 Table 4-6: Multiple Regressions results of model 1, 42 Table 4-7: Hypotheses Testing Results 43 Table 4-8 : Summary of hypothesis testing result 45 Table 7-1:The First Exploratory Factor Analysis 64 Table 7-2The Second Exploratory Factor Analysis .65 Table 7-3: Reliability test for all variables .67 Table 7-4: Reliability Test for Perceived Usefulness of Service and Corporation Image (after the First Exploratory Factor Analysis) 68 w n lo ad ju y th 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 viii List of Figures t to ng Figure 1- Research process Figure 2- Proposed Research Model 14 hi ep w n lo ad ju y th 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 ix ABBREVIATIONS t to ng hi ep M-VAS: Mobile Value Added Service ANOVA: Analysis Of Variance EFA: Explored Factor Analysis KMO: Kaiser-Meyer-Olkin w Statistical Package for Social Science n SPSS: lo ad ju y th 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 x CHAPTER – INTRODUCTION t to This chapter introduces the context of the study, including a short introduction of ng hi telecommunications and information technology industry in Viet Nam, the research ep problem, and the research objectives as well as the rationale of the research, the scope of research w RESEARCH BACKGROUND n 1.1 lo ad In recent years, the telecommunications and information technology is growing fast ju y th and strongly Specially, in Vietnam, it has a growth with a number of important and new achievements This is an important point for Vietnam economy affected by the yi pl economic recession Internet and Telecommunications network infrastructure of al ua Vietnam has been invested to develop strongly and continuously And mobile telecom n sector has grown larger and stronger, as an inevitable result of the advantages of va n infrastructure Although the development of the telephone subscribers was saturated, fu ll the numbers of mobile and Internet subscribers continued to grow at a rate of 3,42% m oi and 2.46%, respectively compared to those in 2011 (WhiteBook, 2013).The nh Vietnamese mobile market is one of the fast growing markets with 131.67 million at z mobile phone users by 2012 (WhiteBook, 2013), and the overall growth rate in z ht vb number of mobile phones subscribers per 100 inhabitants also rose from 86.85% in jm 2008 to 148.33% in 2012 (WhiteBook, 2013) (rose over 70%) Furthermore, there is k a strict competition among enterprises in seizing mobile phone market shares, with gm market shares (subscribers) of 2G and 3G mobile phone service providers: Viettel om l.c (44.05%); MobiFone (21.40%); VinaPhone (19.88%); Vietnamobile (10.74%); GMobile (3.93%); SFone (0.01%) (WhiteBook, 2013) Besides of the scope of this a Lu competition, each enterprise has a strict competition among kinds of services in which n (MVAS) as the next wave of growth to create the wake of changing markets, and most y same Therefore, telecom operators are looking at “Mobile Value Added Services” te re reason helping telecom market growth The core services of mobile providers are the n revenue of Vietnam telecommunications services (WhiteBook, 2013) This is the main va mobile service has highest revenue, accounted for 6.47 billion USD (76.43%) of total PART I: GENERAL INFORMATION t to He / She used value-added serviceson the mobile phones? ng Yes No hi If No, please stop conducting the interview Thank you very much ep If Yes, please respond to the questions below Value-added services that He/She used on the mobile phone: Entertainment Information Call support services lo n w Internet 3G ad Others … ……………… y th Value added services that He/She used the most(only choose one): ju Call support services pl Information Entertainment yi Internet 3G ua al Others …… ……………… n Mobile provider that He/She used: …………………………………………… va Call (X) is Mobile provider which He/ She mentioned above to answer the questions in Part II n z ht vb Totally Agree Agree z Neutral at nh Disagree oi m Please indicate the level of agreement of the He/ She for the following statement by ticking (√) in the box corresponding to: Box 1: Complete disagree Box 5: Complete agree As for the other levels in the box number 2, and respectively Totally disagree ll fu PARTII: INFORMATIONSERVICES 5 2 3 l.c 4 5 1 2 3 4 5 a Lu 4 Overall, we discover that M-VAS is useful 11 The image of mobile operator is stable and firmly established 12 I think X is innovative and forward looking X has a social contribution for society 1 2 3 4 5 y te re 58 n 13 va 10 1 n By using M-VAS, we can obtain the needs more quickly By using M-VAS, we can obtain information more cheaply By using M-VAS, we can accomplish a lot of purposes by cellphone By using M-VAS, we find it more effective in making decisions om gm The M-VAS quality of X is as promised X will show a sincere interest in solving problems related to use M-VAS M-VAS of X will be dependable X will provide its M-VAS at the time it promises to so By using M-VAS, we can obtain the needs more easily k jm 14 t to 15 ng 16 hi ep 17 18 w 19 n The mobile operator is a leading firm in the mobile phone industry of Vietnam X has a positive image By using M-VAS of X at this price, we am getting my money‟s worth We feel we am getting good M-VAS of X for a reasonable price We feel that M-VAS of X meets both my high quality and low price requirements We would value M-VAS of X as it meets my needs for a reasonable We will continue using M-VAS of X lo 20 ad If we use another M-VAS, we would prefer X 22 We recommend X to our family 23 We encourage friends who plan to use M-VAS of X Even if the other operators‟ billing is cheaper, we would go on using service of X ju yi 24 y th 21 pl 5 5 5 5 5 ua al n PART III: OTHERS INFORMATION n va He / She tell us the following information to serve the classification and presentation of statistical data: Gende: Female Male Age: ≤ 25 old 26-40 old 41-50 old > 50 old Career: Business/Manager Officer Worker Freelance Housewife Student Others…… ……………… ll fu oi m at nh Thank you so much for your kind support z z ht vb k jm om l.c gm n a Lu n va y te re 59 APPENDIX – QUESTIONNAIRE IN VIETNAMESE t to KínhchàoAnh/Chị! Tơi tên Võ Thị Thúy Kha, học viên cao học củaViện Đào tạo Quốc tế (ISB)- Trường Đại học Kinh ng Tế TPHCM, làm nghiên cứu đánh giá khách hang dịch vụ giá trị gia tăng hi ep (GTGT) ĐTDD Xin Anh/Chị vui long trả lời câu hỏi sau Lưu ý khơng có câu trả lời hay sai, tấtcả ý kiến phản hồi có giá trị cho nghiên cứu w Chân thành cảm ơn giúp đỡ Anh/Chị n lo ad Võ Thị Thúy Kha ju y th Chương trình MBus yi pl Viện ĐàoTạo Quốc Tế (ISB) n ua Email: khavtt@gmail.com al Tel: 093 8899 488 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 60 PHẦN I: THÔNG TIN TỔNG QUÁT t to Anh/chị có sử dụng dịch vụ Giá trị gia tăng (GTGT) điện thoại di động không? ng Có Chưasửdụng hi Nếu chưa sử dụng, xin dừng vấn.Rất cảm ơn Anh/Chị tham gia vấn ep Nếu Có, xin trả lời tiếp câu sau Anh/chị đãđược sử dụng dịch vụ GTGT điện thoại di động sau đây: Giải trí Thông tin Các dịch vụ hỗ trợ cho Cuộc gọi lo n w Truy cập Internet 3G ad y th Khác (xin ghi rõ)…… ……………… ju Loại dịch vụ GTGT mà Anh/ chị dung nhiều (chỉ chọn 1): Giảitrí Thơng tin Các dịch vụ hỗ trợ cho Cuộc gọi yi Truy cập Internet 3G pl al ua Khác (xin ghi rõ)…… ……………… n Anh/Chị sử dụng dịch vụ GTGT nhà mạng nào:………………………… va n Gọi “X” nhà mạng Anh/Chị sử dụng dịch vụ GTGT để trả lời câu hỏi phần II m Hoàntoànđồng ý 5 Chất lượng dịch vụ GTGT X công bố X quan tâm giải cố liên quan đến việc sử dụng dịchvụ GTGT Dịch vụ GTGT nhà mạng X đáng tin cậy X cung cấp dịch vụ GTGT thời hạn hứa 5 Dịch vụ GTGT giúp đạt nhu cầu dễ dàng Dịch vụ GTGT giúp đạt nhu cầu nhanh chóng 10 Dịch vụ GTGT giúp tơi đạt nhu cầu với chi phí thấp Dịch vụ GTGT giúp thực nhiều mục đích ĐTDĐ Dịch vụ GTGT giúp định hiệu Nói chung, tơi thấy dịch vụ GTGT hữu ích 11 Theo tơi, thương hiệu nhà mạng X xây dựng vững nh nhà mạng “X” cách đánhdấu (√) vào ô tương ứng, với: at Ơ số 1: Hồn tồn khơng đồng ý z z Ơ số 5: Hồn tồn đồng ý ht vb Cịn với mức độ khác đánh vàocác ô số 2, k jm Khôngđồng ý Trung dung Đồng ý oi Xin cho biết mức độ đồng ý củaAnh/Chị với phát biểu sau dịch vụ GTGT Hồntồnkhơngđồng ý ll fu PHẦN II: THƠNG TIN VỀ DỊCH VỤ n a Lu 5 y te re n va 61 om l.c gm t to ng hi Tơi nghĩ nhà mạng X có tầm nhìn xa đổi 13 Nhà mạng X có nhiều đóng góp cho xã hội 14 Nhà mạng X công ty hàng đầu ngành lĩnh vực ĐTDĐ Việt Nam 15 Nhà mạng X xây dựng hình ảnh tích cực cộng đồng … giá trị nhận từ dịch vụ GTGT X xứng đáng … giá trị nhận từ dịch vụ GTGT X tốt … giá trị nhận từ dịch vụ GTGT X làm tơi hài lịng 19 … giá trị nhận dịch vụ GTGT X hoàn toàn đáp ứng nhu cầu 20 Tôi tiếp tục sử dụng dịch vụ GTGT nhà mạng X 21 Nếu muốn sử dụng dịch vụ GTGT khác, chọn nhà mạng X Tơi khun người thân sử dụng dịch vụ nhà mạng X họ có yêu cầu Tơi khuyến khích bạn bè sử dụng dịch vụ GTGT nhà mạng X Ngay nhà mạng khác có giá rẻ thi tơi tiếp tục chọn nhà mạng X 5 5 ep 12 So với thời gian, công sức, tiền bạc bỏ ra, thấy: 16 w n 17 ad ju y th yi pl 22 lo 18 n ll fu PHẦN III: THÔNG TIN KHÁC n va 24 ua al 23 Nam Nhóm tuổi: ≤ 25 nh Nữ oi Giới tính: m XinAnh/Chị cho biết số thông tin sau để phân loại trình bày kết thống kê đề tài 26-40 41-50 > 50 at z Nghề nghiệp củaAnh/Chị: Nội trợ Sinh viên Công nhân Nghề tự vb Nhân viên VP z Doanh nhân/Quản lý ht Khác (xin ghi rõ)…… ……… k jm Xin chân thành cám ơn hỗ trợ Anh/Chị! om l.c gm n a Lu n va y te re 62 APPENDIX - DESCRIPTIVE STATISTICS OF ITEMS t to ng hi ep Minimum Maximum Statistic Statistic Statistic w n lo ad y th yi pl n ua Descriptive Statistics Mean Std Deviation Statistic Statistic 5 5 5 5 5 5 5 5 5 5 5 5 n va 3.31 3.32 3.34 3.66 3.83 3.82 3.01 3.96 3.60 3.99 3.78 3.51 3.47 3.81 3.53 3.36 3.32 3.46 3.48 3.77 3.54 3.43 3.37 3.07 Skewness Statistic 951 929 927 904 849 867 1.091 767 894 789 891 899 829 942 849 889 875 886 849 888 1.055 1.011 949 1.022 ll fu -.232 -.311 -.346 -.660 -.809 -.698 -.124 -.587 -.554 -.722 -.823 -.358 029 -.880 -.184 -.408 -.477 -.463 -.409 -.669 -.623 -.413 -.298 -.225 Kurtosis Std Error 179 179 179 179 179 179 179 179 179 179 179 179 179 179 179 179 179 179 179 179 179 179 179 179 Statistic Std Error -.733 -.300 -.263 225 806 486 -.936 710 329 838 898 296 -.241 626 -.042 -.389 -.267 073 158 276 -.130 -.301 -.131 -.720 356 356 356 356 356 356 356 356 356 356 356 356 356 356 356 356 356 356 356 356 356 356 356 356 oi m 184 1 1 1 1 1 1 1 1 1 1 1 1 al 184 184 184 184 184 184 184 184 184 184 184 184 184 184 184 184 184 184 184 184 184 184 184 184 ju at nh SEREL01 SEREL02 SEREL03 SEREL04 PEUFL05 PEUFL06 PEUFL07 PEUFL08 PEUFL09 PEUFL10 CORIM11 CORIM12 CORIM13 CORIM14 CORIM15 PEVAL16 PEVAL17 PEVAL18 PEVAL19 CUSLY20 CUSLY21 CUSLY22 CUSLY23 CUSLY24 Valid N (listwise) N z z ht vb k jm om l.c gm n a Lu n va y te re 63 APPENDIX - EFA ANALYSIS RESULTS t to Table 7-1:The First Exploratory Factor Analysis ng KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square hi ep Bartlett's Test of Sphericity 925 2837.840 df 253 Sig .000 w n Factor Initial Eigenvalues lo ad Cumulative % 46.420 7.806 6.276 5.533 5.036 3.051 2.901 2.620 2.370 2.119 1.974 1.892 1.636 1.431 1.378 1.345 1.267 1.056 934 884 818 725 529 46.420 54.226 60.502 66.035 71.071 74.121 77.022 79.642 82.012 84.131 86.105 87.997 89.633 91.064 92.442 93.787 95.054 96.109 97.043 97.928 98.746 99.471 100.000 ju yi n ua al n va Total % of Variance Cumulative % 44.908 6.282 4.667 4.073 3.312 44.908 51.190 55.857 59.931 63.242 10.329 1.445 1.073 937 762 oi m at nh z z ht vb k jm om l.c gm Pattern Matrixa Factor ll fu n a Lu va 325 n 322 y 859 768 759 741 te re 924 807 797 749 427 409 pl PEUFL10 PEUFL06 PEUFL05 PEUFL08 PEUFL09 CORIM11 PEVAL18 PEVAL16 PEVAL17 PEVAL19 10.677 1.795 1.443 1.273 1.158 702 667 603 545 487 454 435 376 329 317 309 291 243 215 203 188 167 122 Extraction Sums of Squared Loadings % of Variance y th 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Total 64 t to ng hi ep 874 808 673 643 619 830 790 770 591 CUSLY21 CUSLY22 CUSLY20 CUSLY24 CUSLY23 SEREL03 SEREL01 SEREL02 SEREL04 CORIM15 CORIM13 CORIM12 CORIM14 w n lo 873 755 738 581 ad y th ju 304 yi pl Table 7-2The Second Exploratory Factor Analysis al ua KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of Sphericity df Sig n 917 2440.995 190 000 n va ll fu Initial Eigenvalues m Factor Extraction Sums of Squared Loadings oi 9.097 1.394 982 831 710 45.485 6.968 4.908 4.154 3.548 45.485 52.453 57.361 61.516 65.064 ht k jm om l.c gm n a Lu n va y te re 65 Cumulative % vb 47.124 55.832 62.499 68.355 73.667 76.964 79.957 82.516 84.909 87.024 88.959 90.719 92.403 93.885 95.243 96.455 97.526 98.491 99.375 100.000 % of Variance z 47.124 8.708 6.667 5.857 5.311 3.297 2.993 2.559 2.393 2.115 1.934 1.760 1.684 1.482 1.358 1.211 1.071 965 884 625 Total z 9.425 1.742 1.333 1.171 1.062 659 599 512 479 423 387 352 337 296 272 242 214 193 177 125 Cumulative % at 10 11 12 13 14 15 16 17 18 19 20 % of Variance nh Total t to ng hi ep Factor Correlation Matrix 1.000 681 604 681 1.000 619 604 619 1.000 488 520 586 647 661 560 Factor w n 488 520 586 1.000 521 647 661 560 521 1.000 lo ad ju y th 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 66 APPENDIX - RELIABILITY ANALYSIS RESULTS t to Table 7-3: Reliability test for all variables ng Item-Total Statistics hi Scale Mean if Item Deleted ep Corrected Item-Total Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted 5.496 5.601 5.430 5.988 704 698 752 618 509 500 566 394 807 809 786 842 4.423 4.272 11.543 4.998 11.323 4.754 767 797 406 670 602 728 628 657 222 457 406 530 834 822 873 871 822 850 621 709 713 655 711 417 566 557 468 527 848 825 826 840 826 Scale Variance if Item Deleted w Service Reliability Cronbach's Alpha: 0.852 SEREL01 10.32 SEREL02 10.30 SEREL03 10.29 SEREL04 9.97 Perceived Usefulness of Service Cronbach's Alpha: 844 PEUFL05 11.76 PEUFL06 11.78 PEUFL07 19.19 PEUFL08 11.64 PEUFL09 18.60 PEUFL10 11.60 Corporation Image Cronbach's Alpha: 862 CORIM11 14.32 CORIM12 14.60 CORIM13 14.63 CORIM14 14.29 CORIM15 14.57 Customer Perceived Value Cronbach's Alpha: 907 PEVAL16 10.26 PEVAL17 10.30 PEVAL18 10.17 PEVAL19 10.14 Customer Loyalty Cronbach's Alpha: 876 CUSLY20 13.41 CUSLY21 13.64 CUSLY22 13.74 CUSLY23 13.81 CUSLY24 14.11 n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z ht vb 8.525 8.111 8.431 8.143 8.345 886 870 865 895 om l.c 703 784 801 753 515 gm 11.303 9.958 10.115 10.712 11.654 625 673 693 585 k 771 815 830 744 jm 5.549 5.470 5.376 5.805 n va y te re 852 830 826 839 896 n a Lu 548 649 736 692 287 67 Table 7-4: Reliability Test for Perceived Usefulness of Service and Corporation Image (after the t to First Exploratory Factor Analysis) ng Item-Total Statistics hi ep Scale Mean if Item Deleted Corrected Item-Total Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted 4.423 4.272 4.998 4.754 767 797 670 728 628 657 457 530 834 822 871 850 2.290 2.485 2.524 729 730 681 537 537 464 770 769 814 w Perceived Usefulness of Service Cronbach's Alpha: 879 PEUFL05 11.76 PEUFL06 11.78 PEUFL08 11.64 PEUFL10 11.60 Corporation Image Cronbach's Alpha: 846 CORIM12 7.01 CORIM13 7.04 CORIM15 6.98 Scale Variance if Item Deleted n lo ad ju y th 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 68 t to APPENDIX 6- MULTIPLE REGRESSIONS RESULTS ng Dependent Variable: PerceivedValue hi ep Model Dimension w n CollinearityDiagnosticsa Eigenvalue Condition Variance Proportions Index (Constant) PerceivedUsef ServiceReliabi CorporationI ulness lity mage 2.253 1.000 00 07 08 08 lo 1.000 406 341 ad 1.00 00 00 00 03 90 00 47 45 00 81 11 ju y th 1.501 2.355 2.570 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 69 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 ht vb k jm om l.c gm n a Lu n va y te re 70 Dependent Variable: CustomerLoyalty t to ng Model Dimension hi CollinearityDiagnosticsa Eigenvalue Condition Variance Proportions Index (Constant) PerceivedValue ep 1.000 1.000 1.00 00 1.000 1.000 a Dependent Variable: CustomerLoyalty 00 1.00 2 w n lo ad ju y th 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 71 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 ht vb k jm om l.c gm n a Lu n va y te re 72
Ngày đăng: 15/08/2023, 14:30
Xem thêm: