A systematic analysis to identify customer satisfaction factors for sea freight forwarding service quality at gvlink ltd company

DUY TAN UNIVERSITY FACULTY ECONOMICS AND FINANCE MAJORS: LOGISTICS AND SUPPLY CHAIN MANAGEMENT  - GRADUATION THESIS A SYSTEMATIC ANALYSIS TO IDENTIFY CUSTOMER SATISFACTION FACTORS FOR SEA FREIGHT FORWARDING SERVICE QUALITY AT GVLINK LTD COMPANY STUDENT ID CLASS : LE NGUYEN THI MINH TRAM : 25202114940 : K25HP-QLC INSTRUCTOR : DR.SUBHRA RANI MONDAL & MS HO BACH THU NGUYEN DANANG, April 2023 ACKNOWLEDGEMENT First, I would like to express my sincere thanks and appreciation to all lecturers of the Faculty Economics&Finance of Duy Tan University for teaching and conveying valuable knowledge and experience over nearly four years Especially, at this moment of accomplishment, I acknowledge my special gratitude to my instructor – Dr Subhra Rani Mondal This report would not have been done without her guidance and support Besides, I would also like to thank the Board of Directors and the ExportImport Department of GVLINK Company for enabling me to practice for two months I am also thankful to Vice Director Ms Dang Thuc Oanh, who is the staff of the Export and Import Department, for having guided me with enthusiasm, and providing the necessary documents and data for me to complete my bachelor’s thesis Thank you for creating opportunities for me to participate in real work and absorb practical knowledge related to international business I want to send my sincerest love to my family for their caring and encouragement in all the hardest times They always believe in me to achieve my goal I would also like to give me thank my friends for supporting me during the period of completing the thesis Without them, I would have never been inspired to complete the entire work in this thesis and in my study Finally, being a student at the Faculty of Economics-Finance has made my life an incredible adventure and memorable experience Thank you very much Best regards! DECLARATION I guarantee that I wrote this bachelor’s Thesis on my own under the guidance of my instructor - Dr Subhra Rani Mondal I did not use any outside support except for the quoted literature and other sources mentioned at the end of this paper In addition, under the guidance of the Economics-Finance Faculty of Duy Tan University, I also used Turnitin software to check for plagiarism As a result, my research has a similarity to other sources of 1% and no single source is more than 10% I accept full responsibility if something goes wrong Student Le Nguyen Thi Minh Tram TABLE OF CONTEN INTRODUCTION Rationale Related research Aims & objectives Scope of the study Research methodology Research structure CHAPTER1 -THEORETICAL FRAMEWORK AND RESEARCH METHOD 1.1 Overview of service quality and satisfaction .5 1.1.1 Definition of service quality .5 1.1.2 Service quality assessment models 1.1.3 Customer satisfaction .10 1.1.4 The relationship between service quality and customer satisfaction 11 1.2 Sea freight forwarding service 13 1.2.1 Definition of sea freight forwarding service 13 1.2.2 Freight forwarding service quality 14 1.3 Review of previous studies 15 1.3.1 Some research models in the world .16 1.3.2 Some research in Viet Nam 16 1.4 Proposed research model and the adjusted measuring scale of customer satisfaction with sea freight forwarding service 17 1.5 The research method of customer satisfaction with sea freight forwarding service at GVLINK 22 1.5.1 Research process .22 22 1.5.2 The research scale and decoding of the scale 22 1.5.3 Research sample and sampling method 25 CHAPTER – CURRENT STATUS OF SEA FREIGHT FORWARDING SERVICE AT GVLINK COMPANY 30 2.1.1 Company Profile .30 2.1.2 Core values 31 2.1.3 Company functions 33 2.1.4 Scope of activities 33 2.1.5 Organization structure 35 2.2 Status of GVLINK sea freight forwarding service 37 2.2.1 General business situation of GVLINK 37 2.2.2 Service structure .37 2.2.3 Market structure .39 2.3 Customers 41 2.4 Assessment 41 2.4.1 Achievements 41 2.4.2 Limitations 42 CHAPTER3 - SATISFACTION SOLUTION TO WITH FREIGHT SEA IMPROVE THE CUSTOMER FORWARDING SERVICE QUALITY AT GVLINK COMPANY .43 3.1 Viewpoints and goals to improve the quality of freight forwarding services of the Company 43 3.1.1 Perspectives on improving the quality of freight forwarding services 43 3.2 Some suggestions 44 3.2.1 Regarding tangible elements: 44 3.2.2 About staff recruitment and training 46 3.2.3 About ensuring and increasing reliability in service delivery .47 3.2.4 About customer care 48 CONCLUSION 50 Conclusion .50 Limitations .50 REFERENCES 52 ABBREVIATIONS FCL LCL EDI IATA FIATA Full Container Load Less than Container Load Electronic interchange International Air Transport Association International Federation of Freight Forwarders Association LIST OF TABL Table 1.1 The research scale 23 Table 1.2 Factor loading based on a sample size 27 Table 2.1 Income statement of GVLINK Da Nang from 2020 to 2022 .37 Table 2.2 Freight forwarding service structure of GVLINK Logistics Company 38 Table 2.3 Freight forwarding market structure of GVLINK Logistics Company 39 LIST OF TABLE Figure 1.1 The 5-GAP model Figure 1.2 Service quality synthesis model .9 Figure 1.3 Relationship between service quality and customer satisfaction 12 Figure 1.4 Proposed research model 21 Figure 1.5 Research process 22 Figure 2.1 Organization structure diagram of GVLINK 35 Figure 2.2 Freight forwarding service structure of GVLINK Logistics Company 38 Figure 2.3 Freight forwarding market structure of GVLINK Logistics Company 40 INTRODUCTION Rationale Globalization and integration are getting more and more rapidly in the world and in Vietnam does not stand outside of this process Participation in many free trade agreements with countries around the world helps Vietnam expand goods exchange and investment and cooperate internationally with other countries The fact that import and export activities are boosted leads to the emergence and rapid development of additional services such as transportation services, warehouse services, and distribution services, … Among those, freight forwarding service plays an important role in promoting the fast and convenient delivery of goods, contributing to increasing the efficiency of foreign trade activities However, when freight forwarding services develop quickly, it leads to the problem of coping with more competitors and increasingly complicated customer demand In that case, logistics businesses need to increase their unique competitiveness by improving their freight forwarding services to come up with the right policies, improve their service quality and thereby, meet the customer demand better than competitors As a company that has been operating for more than 10 years in the field of logistics in Da Nang, GVLINK is trying its best to break through and be willing to bring more optimal solutions to our dear partners soon With the growing participation of freight forwarders in the Da Nang market, GVLINK’s managers are finding a way to increase its distinct competitiveness by improving service quality and satisfying customers The company provides freight forwarding services by sea, air, and all of that, and the sea method accounts for the largest proportion, thus the company focuses on developing this service first Additionally, customers coming to GVLINK are not only domestic firms but also foreign ones, freight forwarding services quality thereby should be focused on relentless development As a result, studying the relationship between the service quality of import and export freight forwarding by the sea with customer satisfaction is very important to GVLINK Through searching for information on the financial economics faculty, there have been many subjects measuring customer satisfaction with the quality of logistics services of logistics companies in Vietnam However, there are no topics that go into the quality of sea freight forwarding service that GVLINK has been