437 the effects of recovery service on customer satisfaction leading to switch intention and word of mouth about vietjet air 2023

BỘGIÁO DỤC VÀ ĐÀO TẠO NGÂNHÀNGNHÀ NƯỚCVIỆT NAM TRƯỜNGĐẠIHỌC NGÂNHÀNGTHÀNH PHỐHỒ CHÍMINH LƯƠNGLAN ANH THE EFFECTS OF RECOVERY SERVICE ONCUSTOMER SATISFACTION LEADING TO SWITCHINTENTIONANDWORD-OF-MOUTH ABOUTVIETJETAIR LUẬNVĂN THẠCSĨ ThànhphốHồChíMinh-Năm2022 BỘGIÁO DỤC VÀ ĐÀO TẠO NGÂNHÀNGNHÀ NƯỚCVIỆTNAM TRƯỜNGĐẠIHỌC NGÂNHÀNGTHÀNH PHỐHỒ CHÍMINH LƯƠNGLANANH THE EFFECTS OF RECOVERY SERVICE ONCUSTOMER SATISFACTION LEADING TO SWITCHINTENTIONANDWORD-OF-MOUTH ABOUTVIETJETAIR Chuyên ngành: QUẢN TRỊ KINH DOANHMãsố: 34 01 01 LUẬNÁN VĂNTHẠC SĨ NGƯỜIHƯỚNGDẪNKHOAHỌC: TiếnsĩTrầnVănĐạt DECLARATION I declare that the thesis “The effects of recovery service on customer satisfactionleading to switch intention and word-of-mouth about VietJet Air” is the result of myown research process Except for references from other research works as stated in thethesis, the survey data and the results of the thesis are honest and not yet published inanyresearch work before ACKNOWLEDGE During my thesis time, I got loads of backings and supportive gestures from numerouspeople This thesis would not have been accomplished without those valuable input,support,counsel, and advice First and foremost, I would like to express my deepest thanks to my instructor – Phd.TranVanDat–lectureratBankingUniversityofHoChiMinhCity–forhisbelievable and unreserved help, valuable advices and recommendation Thank for hiseffort and wide knowledge to make my topic possible, his suggestions, direction andadvices are always highly appreciated and greatly contributing to the success of thisthesis I would also like to express my sincere appreciation to the professors and lecturers fortheir guidance during my academic years at the University of Banking The knowledgeandskillsthatI havelearned,haveassisted meinthecompleting ofthisthesis Last but not least, honestly the most supported ones are my family Words fail me toexpress my thankfulness for my parents for their endless love To all the above, and somany more, I just simply want to say again “Thank you for all your encouragement,support,and love” ABSTRACT Title Theeffectsofrecoveryserviceoncustomersatisfactionleadingtoswitchintentionand word-of-mouth about VietJetAir Abstract Servicefa il ur e s a re a ll t o o c o m m o n t he s e da y s , n o m a t t e r h ow g o o d y o u a r e , andrecoveringfromthemisadifficultythatmanyairlinesface.I f s e r v i c e f a u l t s a r e not resolved swiftly, revenue and customers may be lost With low-cost airlines likeVietJet Air, service errors often occur, but it is not focused on recovering Therefore,thiss t u d y h a s t a k e n t h e c o n t e x t o f t h e a v i a t i o n i n d u s t r y i n V i e t n a m , s p e c i f i c a l l y VietJetAir This study aims to understand the influence of key service recovery strategiesincluding offering apology and compensation on customer satisfaction From there,find out the relationship between customer satisfaction and intention to switch andWOMa b o u t V i e t J e t A i r T h i s s t u d y u s e s t h e m a i n m e t h o d o f q u a n t i t a t i v e r e s e a r c h witha s a m p l e o f T h e r e s e a r c h s u b j e c t s a r e V i e t J e t A i r ’ s p a s s e n g e r s w h o h a v e everf a c e d a n y s e r v i c e f a i l u r e s u c h a s f l i g h t d e l a y , f l i g h t c a n c e l l a t i o n , l o s t b a g g a g e , and some other problems Research results supported all the proposed theories in thisarticle.Inparticular,theservicerecoverycampaignincludingapologyandcompensationa ffectscustomersatisfaction,whichisanimportantcontributioninpractical application Customers who are hurt and generate negative feelings whenexperiencingservicefailures,theywillneedsincereapologiesandadequatecompensation.In addition,thepositiveinfluenceofcustomersatisfactiononconversion intention was also supported in this study When a passenger is satisfiedwith an airline, their intention to use another airline is unlikely to occur, a and positiveword of mouth about the airline will also increase Nevertheless, this research also hadsomelimitation, whichwas highlighted inthe body research Keywords Servicerecovery,customersatisfaction,switchingintention,WOM,VietJetAir TÓMTẮT Tiêuđề Tác động phục hồi dịch vụ đến hài lòng khách hàng dẫn đến chuyểnđổiý định truyền miệng vềVietJet Air Abstract Những cố dịch vụ ngày trở nên phổ biến, cho dù cógiỏiđế n đâ u, vi ệ c khắ c ph ục c hú ng mộtkhó khă n mà n hi ề u hã n g hà ng kh ô n g phảiđốimặt.Nếucáclỗidịchvụkhơngđượcgiảiquyếtnhanhchóng,doanhthuvàkhách hàng bị Với hãng hàng không giá rẻ VietJet Air thường sẽxảy lỗi dịch vụ lại không trọng khắc phục Vì vậy, nghiên cứu nàyđãlấy bốicảnh củangành hàngkhơng ViệtNam, cụthể làVietJet Air Nghiên cứu nhằm mục đích tìm hiểu ảnh hưởng chiến lược khơiphục dịch vụ bao gồm đưa lời xin lỗi bồi thường có tác động nàođối với hài lịng khách hàng Từ đó, tìm mối quan hệ hài lòng củakhách hàng ý định chuyển đổi WOM VietJet Air Nghiên cứu sử dụngphương pháp nghiên cứu định lượng với mẫu 260 Đối tượng nghiên cứu lànhững hành khách VietJet Air gặp cố dịch vụ chậm chuyến, hủychuyến, thất lạc hành lý, số vấn đề khác Kết nghiên cứu chấp nhận tấtcả lý thuyết đề xuất nghiên cứu Đặc biệt, chiến dịch khôi phụcdịch vụ bao gồm xin lỗi bồi thường ảnh hưởng đến hài lịng khách hàng, làmột đóng góp quan trọng việc áp dụng thực tế Những khách hàng bị tổn thươngvà nảy sinh cảm giác tiêu cực gặp cố dịch vụ, họ cần lời xin lỗi chân thành vàđềnbùthỏađáng.Ngồira,ảnhhưởngtíchcựccủasựhàilịngcủakháchhàngđếnýđịnh chuyển đổi nghiên cứu Khi hành khách hài lòngvới hãng hàng không, ý định sử dụng hãng hàng không khác họ khó xảy ra,sựtruyềnmiệngtích cực hãng hàng khơng tăng lên Tuy nhiên, nghiêncứunàycũngcómộtsốhạnchế,điềunàyđãđượcnhấnmạnhtrongbàinghiênc ứuchitiết Keywords Khơiphụcdịchvụ,sự hàilịngcủakhách hàng,ýđịnhchuyển đổi,truyềnmiệng,VietJet Air LISTOFSPORTENEDWORDS WOM-wordofmouth CFA-ConfirmatoryFactorAnalysis CONTENT CONTENT vi LIST OFTABLE viii LIST OF PICTURES x Chapter1:INTRODUCTION 1.1 Researchbackground 1.2 Researchobjectives .5 1.3 Researchquestion 1.4 Researchscope 1.5 Researchmethod 1.6 Researchsignificance 1.6.1 Theoreticalsignificance 1.6.2 Practicalsignificance 1.7 Proposalstructure Chapter2: LITERATURE REVIEWS 2.1 Termand definitions 2.1.1 Definitions 2.1.2 Theoricalmodel – justicetheory 14 2.2 Previousresearch .15 2.2.1 Globalresearch .15 2.2.2 Domesticresearch 26 2.3 Researchgaps and contribution 27 2.4 Researchhypotheses 28 2.5 Researchmodel 32 3.1 Researchprocess .35 3.1.1 Qualitativeresearch 35 3.1.2 Quantitativeresearch 36 3.2 Adjustscale .39 3.3 Dataprocessing method 41 3.3.1 CronbachAlpha Analysis 41 3.3.2 EFAanalysis 42 3.3.3 ConfirmatoryFactor Analysis – CFA 44 3.3.4 SEMstructure 45 Chapter4: RESULTS AND DISCUSSIONS .47 4.1 Overviewof theresearch samples 47 4.2 Crosstabulation 54 4.3 Reliabilityof scale .55 4.4 Exploratoryfactoranalysis (EFA) 56 4.5 CFA 58 4.6 Structuralequation modeling .61 4.7 Hypothesisestesting 63 4.8 Discussion 63 Chapter5: CONCLUSION AND IMPLICATIONS 67 5.1 Conclusion 67 5.2 Managerialimplications and theoreticalcontributions .68 5.2.1 Theoreticalcontributions 68 5.2.2 Managerialimplications .70 5.3 Limitationsand Recommendation forFutureStudies 71 REFERENCES i APPENDIX1: PRE-TEST QUESTIONAIRE xiii APPENDIX 2: BẢNG CÂU HỎI TRƯỚC KHI THỰC HIỆN THU THẬP DỮ LIỆUCHÍNHTHỨC THỰCNGHIỆM xiv APENDIX 3: OFFICAL QUESTIONNAIRE xv APPENDIX4: BẢNG CÂU HỎI CHÍNH xviii APPENDIX5: DATA– MEAN INDEXES xxii APPENDIX 6: DATA– AVE AND CR VALUES xxiii LISTOFTABLE Table1.S e r v i c e recoverydefinitions(Source:Authorcollected) .9 Table2.Otherservicerecoverypreviousresearchinglobal 23 Table3.Likertscale(5level) .36 Table4.Collectingdatatiming(Source:Theauthor) 38 Table5.“Aplogy”scale .40 Table6.“Compensation”scale 40 Table7.“Customersatisfaction”scale 40 Table8.“Switchingintention”scale 41 Table9.“WordofMouth”scale 41 Table10.Samplecharacteristicsofgender(Source:SPSS22statistics) 47 Table11.Samplecharacteristicsofagegroups(Source:SPSS22statistics) 47 Table12.Samplecharacteristicsofagegroups(Source:SPSS22statistics) 48 Table13.Occasionsthatrespondentsusetheairplanethemost 48 Table14.Airplanebrandsthatrespondentsmostlyflywith 48 Table15.Repondents’leveleducations(Source:SPSS22statistics) .48 Table16.(AP1).VietJetAirmakeapublicapologyimmediately 49 Table 17 (AP2) Passengers expect aplogies which could show their staff’s sincerity (Source:SPSS22 statistics) 49 Table 18 (AP3) The apologies significantly help their customers more reduced anger,negativeimpressionwithVietJetAir.(Source:SPSS22 statistics) .50 Table19.(AP4).Anapologyfromtheairlinewasessentialtorespondents 50 Table 20 (CP1) VietJet Air has taken appropriate compensation policies to solve the issue (Source:SPSS22statistics) .50 Table 21 (CP2) Providing compensation enhances their customers positive emotions (Source:SPSS22statistics) .50 Table 22 (CP3) When VietJet Air offers compensation, their customers prefer monetarycompensation.(Source:SPSS22statistics) 51 Table23.(SF1).Customersfeelpleasedwiththedealingofthespecificevent 51 Table24.(SF2).WhenIdecidedtotravelwithVietJetAir,IbelieveImadetheproperchoice (Source:SPSS22statistics) 51 Table25.(SF3).VieJetAirdidallIexpected.(Source:SPSS22statistics) 52 Table 26 (SF4) Customers felt satisfied with the overall service recovery actions to theirservicefailures.(Source:SPSS22statistics) 52 Table27 (ST1).Recently,customershavesearchedandcheckedproductpriceofotherairlinebrands ( S o u r c e : SPSS22statistics) .53 Table 28 In the future, customers will not reduce the frequency travelling VietJet Air havethathadabadexperience.(Source:SPSS22statistics) 53 Table 29 (ST3) Customers not require the services of a different airline companies (Source:SPSS22 statistics) 53 Table 30 (WO1) Customers will tell friends / family about how the airline solved theproblemstheyhad.(Source:SPSS22statistics) 54 Table31 (WO2).Iamlikelytosharepositiveopinionstofriendsandfamilyaboutmyoverallexperiencewith VietJetAir.( S o u r c e : SPSS22statistics) 54 Table32 (WO3).Iamlikelytosharepositiveopinionstofriendsandfamilyaboutmyoverallexperiencewith VietJetAir.( S o u r c e : SPSS22statistics) 54 Table33.Onwhichoccasionsthateachgenderchoosestheairplanethemost? 54 Table34.Whichairplanebrandsthateachgendermostlyflywith 55 Table35.ReliabilityStatistics(Source:SPSS22statistics) 55 Table36.Item-TotalStatistics(Source:SPSS22statistics) 56 Table37.KMOandBartlett'sTest(Source:SPSS22statistics) .57