(Luận văn) the impact of service quality on cuctomer satisfaction in the hopitality industry

t to MINISTRY OF EDUCATION AND TRAINNING UNIVERSITY OF ECONOMICS HO CHI MINH CITY - ng hi ep w n ad lo Nguyen Nguyen Xuan Thao yi u yj th pl n ua al THE IMPACT OF SERVICE QUALITY n va ON CUSTOMER SATISFACTION m ll fu IN THE HOSPITALITY INDUSTRY t n oi Differences between the viewpoint of foreign and Vietnamese customers z z ht vb jm k THESIS OF MASTER OF BUSINESS ADMINISTRATION gm l m co an Lu n va te re y Ho Chi Minh City – 2012 t to MINISTRY OF EDUCATION AND TRAINNING UNIVERSITY OF ECONOMICS HO CHI MINH CITY - ng hi ep w Nguyen Nguyen Xuan Thao n ad lo u yj th THE IMPACT OF SERVICE QUALITY yi pl n ua al ON CUSTOMER SATISFACTION n va IN THE HOSPITALITY INDUSTRY m ll fu Differences between the viewpoint of foreign and t n oi Vietnamese customers z Subject: Master of Business Administration ht vb : 60340102 z Code k jm gm THESIS OF MASTER OF BUSINESS ADMINISTRATION l m co SUPERVISOR: Lu an Assoc Prof Dr NGUYEN DINH THO n va te re y Ho Chi Minh City – 2012 I ACKNOWLEDGEMENTS t to ng hi This thesis was made during 06 months from March, 2012 It becomes a ep memory time in my life when having a lot of stress, difficulty and struggle between deadlines of job and study However, it has opened a vision for me about wild- w n knowledge which comes from many authors who stay around in the world, having lo ad different languages and cultures but bring me an amazing experience which I am u yj th grateful for yi Knowledge should be accumulated gradually during the school I would like pl to say thank you to all professors in the University of Economics Ho Chi Minh City, n ua al who already taught and trained me in MBA course va Knowledge also comes from the sharing of friends who were sitting the same n class or incidentally appointed the same group with me I thank you for their m ll fu sharing n oi Especially, a great thank and special gratitude is addressed to Assoc Prof z conscientiousness, patience and knowledge t Dr Nguyen Dinh Tho, who directly instructs me throughout my thesis with his z ht vb Finally, I wish to thank my boss of EFS Company Ltd., and my family k jm members for all supporting me during my studying in University gm Nguyen Nguyen Xuan Thao Ho l m co Ho Chi Minh City, October 31st 2012 an Lu n va te re y II COMMITMENT t to ng hi I would like to commit that this thesis, “The impact of service quality on ep customer satisfaction in the hospitality industry: Differences between the w n viewpoint of foreign and Vietnamese customers”, was accomplished based on my ad lo research seriously and independently u yj th yi The data was collected from hotels and restaurants industry in Vietnam by pl n ua al the author in reality It has clear source Thus, the data was trustful handled and conducted by the author n va fu m ll Nguyen Nguyen Xuan Thao t n oi Ho Chi Minh City, October 31st 2012 z z ht vb k jm gm l m co an Lu n va te re y III TABLE OF CONTENTS t to ng hi ACKNOWLEDGEMENT I ep COMMITMENT II w TABLE OF CONTENTS III n ad lo LIST OF TABLES V LIST OF FIGURES V u yj th ABSTRACT yi Chapter INTRODUCTION pl 1.1 Research Background n ua al 1.2 Research Motivation n va 1.3 Research Objectives m ll fu 1.4 Research Scopes 1.5 Structure of Research n oi Chapter LITERATURE REVIEW, THEORETICAL FRAMEWORK t AND HYPOTHESES z 2.1 Service Quality z vb 2.1.1 The SERVQUAL Instrument ht jm 2.1.2 Applying SERVQUAL in the Hospitality Industry 10 k 2.1.3 Perceived Service Quality 11 gm l 2.2 Customer Satisfaction 14 m co 2.3 Theoretical Framework and Hypotheses 16 2.3.1 Theoretical Framework 16 Lu an 2.3.2 Research Hypotheses 16 3.4 Data Analyze Procedure 22 y 3.3 Data Collection Procedures 19 te 3.2 Sampling Design 19 re 3.1 Research Methodology 18 n va Chapter RESEARCH METHODOLOGY 18 (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry IV 3.4.1 Reliability Analysis 22 t to 3.4.2 Descriptive Statistics 23 ng 3.4.3 Factor Analysis (FA) 23 hi ep 3.4.4 Multiple Linear Regression Analysis 24 Chapter ANALYSIS RESULT 25 w n 4.1 Respondents Demographics 25 lo ad 4.2 Reliability and Validity of SERQUAL Scales 26 u yj th 4.3 Dimensions of Service Quality in Hospitality Industry 28 4.4 Overall Perceived Service Quality 31 yi pl 4.4.1 Correlation Testing 31 n ua al 4.4.2 Multi-Linear Regression Analysis 32 4.5 Hypothesis Testing and Discussions 35 va n 4.6 Summary 45 fu m ll Chapter CONCLUSIONS AND RECOMMENDATIONS 47 n oi 5.1 Summary of Findings 47 t 5.2 Practical Implications 48 5.3 Contributions of the Study 49 z z 5.4 Limitations and Future Research 50 vb ht REFERENCES 51 jm APPENDIX 55 k gm APPENDIX 61 l APPENDIX 64 m co APPENDIX 67 an Lu n va te re y (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry V LIST OF TABLES t to ng Table 2.1 Five Dimensions of Service Quality 10 hi Table 2.2: The Summary of Research Hypotheses 17 ep Table 3.1: The Sources of Measurement Scale 20 w Table 3.2: Rules of Thumb about Cronbach‟s Alpha Coefficient Size 23 n ad lo Table 4.1: Demographic Characteristics of the Study 26 Table 4.2: Cronbach‟s Alpha Measures of Variables in the Study 27 u yj th Table 4.3 KMO and Bartlett's Test of Five Independent Variables 28 yi Table 4.4: Rotated Component Matrixa of Independent Variables 29 pl Table 4.5 KMO and Bartlett's Test and Component Matrix 30 n ua al Table 4.6 Correlation of Variables 31 va Table 4.7 ANOVAb for Construct 32 n Table 4.8 Model Summaryb of the Construct 33 fu m ll Table 4.9 Coefficientsa of the Construct 34 n oi Table 4.10 Overall Perceived Service Quality 34 t Table 4.11 ANOVAb for Satisfaction 38 z Table 4.12 Model Summaryb of Satisfaction 38 z ht vb Table 4.13 Coefficientsa of Satisfaction 39 jm Table 4.14 Coefficientsa of the Construct for Vietnamese Customers‟ Group 41 k Table 4.15 Coefficientsa of Satisfaction for Vietnamese Customers‟ Group 41 gm l Table 4.16 Coefficientsa of the Construct for Foreign Customers‟ Group 43 m co Table 4.17 Coefficientsa of the Satisfaction for Foreign Customers‟ Group 43 Table 4.18 Comparison Customers‟ Viewpoints 45 an Lu (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry y Figure 4.2 Research Framework for Foreign Customers Group 42 te Figure 4.1 Research Framework for Vietnamese Customers Group 40 re Figure 2.1 Theoretical Framework 16 n va LIST OF FIGURES (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry ABSTRACT t to ng hi Vietnam is more and more attractive a lot of tourists from other countries in ep the world Since the life-style is developed rapidly, the customers have more demands on the services, especially in their enjoyable and leisure time The w n importance of service quality for business performance has been recognized not lo ad only in the literature but also in reality because it effects directly on customer u yj th satisfaction which leads to the profitability for an organization This study examined the relationship between the components of service yi pl quality, overall perceived service quality and customer satisfaction The n ua al respondents were Vietnamese and foreign customers who stayed in hotels or spent their dining in restaurants in Ho Chi Minh City, Vietnam The study used Statistic va n Package for Social Science (SPSS) to analyze data through Exploratory Factor fu m ll Analysis (EFA) and regression analysis tools Firstly, the research proposed a n oi model to analyze the effect of service quality factors in the hospitality industry on t overall perceived service quality The five service quality variables identified in this z study were named as “tangibles”, “reliability”, “responsiveness”, “assurance” and z “empathy” The results indicated that “reliability” and “empathy” have strong vb ht positive effect on overall perceived service quality Secondly, the research jm k investigated the impact of overall perceived service quality on customer gm satisfaction Results showed that overall perceived service quality has a l significantly effect on customer satisfaction Finally, the research finding confirmed m co that there are differences between the viewpoints of Vietnamese and foreign an Lu customers on service quality and its impact on their satisfaction differently Keywords: SERQUAL, Perceived Service Quality, Customer Satisfaction, n va Hospitality Industry, Vietnam te re y (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry CHAPTER t to INTRODUCTION ng hi ep 1.1 Research Background: The trend of world markets has changed significantly from agricultural to w n service markets In Vietnam, the service markets, especially the hospitality industry lo ad is more and more increasing the market share caused by the growth of tourism u yj th industry According to the report of Vietnam National Administration of Tourism yi (www.vietnamtourism.com, accessed on 20/05/2012) the revenue of tourism 2011 pl gains 130 trillion VND, increasing 30% over the previous year Vietnam tourism n ua al market has been received over million oversea tourists and served for 30 million va domestic customers in 2011 Till April 2012, the number of foreign tourists has n already reached 2.5 million, increasing 22.9% over the same period last year fu m ll Vietnam government also proposes a planning of tourism in 2012 is that receiving n oi 6.5 million of foreign tourists (increasing 8.3% over 2011) and serving for 32 t million of domestic customers (increasing 6.67% over 2011) In order to gain this z target, many strategies for developing tourism industry have been given out such as z ht vb to appeal the investment on infrastructure; to open more the tourism trading jm promotion representative offices in China, Japan, Korea, Thailand, Australia, k Malaysia, France and Russia; especially Ha Long Bay just becomes the New gm World‟s Natural Wonders; last but not least all other industries, e.g hospitality l most satisfaction to the tourists m co industry related to tourism should be reinforced and enhanced so that to bring the Lu an As all above factors, there are a lot of restaurants and hotels to be opened to provided by local suppliers, there are many famous international hotel and te re restaurant groups to join this market in Vietnam such as Starwood, Park Hyatt, n va serve for this demand Besides the services of accommodation and food are y Hilton Worldwide, Movenpick and so on The customers have more choices about the services and all the service businesses are trying their best to improve their (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry service quality in order to make customers more satisfied, and that can improve t to profitable to the firms Therefore, the viewpoint of customers (local and foreign ng ones) about service quality should be considered and defined how to match with the hi ep different levels of customer satisfaction To help the companies get more success and survival in today‟s competitive w environment, there are many researches to define about “quality”, “service quality” n ad lo “customer satisfaction” Research shows that quality is defined as “fitness for use” u yj th and “those product features which meet customer needs and thereby provide customer satisfaction” (Juran and Godfrey, 1999) Service quality leads to customer yi pl loyalty and attraction of new customers, positive word-of-mouth, employee‟s n ua al satisfaction and commitment, enhanced corporate image, reduced cost and increased business performance (Berry et al., 1989) Higher levels of service quality va n produce higher levels of customer satisfaction, which in turn lead to higher levels of fu m ll customer patronage Customer service quality is a crucial source of distinctive n oi competence and often considered a key success factor in sustaining competitive t advantage in service industries (Palmer, 2001) In the hospitality industry, to exist in the intense competition, hospitality organizations look for ways that they can z z profitably differentiate themselves One of strategy is the delivery of high service vb ht quality (Stevens, Knutson & Patton, 1995) Research has supported that the basic jm principle that high quality goods and services are favored in the marketplace and k gm has suggested that high service quality performance increases customer satisfaction l (Anderson & Fornell, 1994) However, the concepts of service quality are difficult m co to define, measure and maintain (Parasuraman, Zeithaml & Berry, 1985) In 1985, an Lu Parasuraman et al., defines service quality as a function of the differences between expectation and performance along ten major dimensions such as reliability, (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry y tangibles, reliability, responsiveness, assurance (combining communication, te al.(1988) revises and defines the service quality in terms of five dimensions: re understanding/knowing the customer, tangibles In later research, Parasuraman et n va responsiveness, competence, access, courtesy, communication, credibility, security, (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry 61 APPENDIX t to CRONBACH ALPHA ANALYSIS ng Appendix 2.1: Cronbach Alpha analysis of Tangibles Factor hi ep Reliability Statistics Cronbach's Alpha N of Items 845 w n ad lo yi u yj th pl Item-Total Statistics Scale Cronbach's Scale Mean Variance if Corrected Alpha if if Item Item Item-Total Item Deleted Deleted Correlation Deleted 23.03 10.515 655 812 23.30 10.138 676 807 22.85 11.008 619 822 22.77 11.090 635 817 22.83 11.054 679 807 n ua al n va m ll fu t n oi Tangible01 Tangible02 Tangible03 Tangible04 Tangible05 Appendix 2.2: Cronbach Alpha analysis of Responsiveness Factor z z ht vb k jm gm Reliability Statistics Cronbach's Alpha N of Items 776 l m co an Lu Item-Total Statistics Scale Cronbach's Scale Mean Variance if Corrected Alpha if if Item Item Item-Total Item Deleted Deleted Correlation Deleted Responsiveness1 11.64 2.589 678 623 Responsiveness2 12.01 3.173 527 785 Responsiveness3 11.80 2.538 641 666 n va te re y (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry 62 Appendix 2.3: Cronbach Alpha analysis of Reliability Factor t to ng Reliability Statistics Cronbach's Alpha N of Items 779 hi ep w n ad lo yi u yj th pl n ua al n va Reliability1 Reliability2 Reliability3 Item-Total Statistics Scale Cronbach's Scale Mean Variance if Corrected Alpha if if Item Item Item-Total Item Deleted Deleted Correlation Deleted 11.54 3.035 594 728 11.50 2.580 638 676 11.67 2.504 624 694 m ll fu n oi Appendix 2.4: Cronbach Alpha analysis of Assurance Factor t z Reliability Statistics Cronbach's Alpha N of Items 867 z ht vb k jm gm l Item-Total Statistics Scale Scale Mean Variance if Corrected Cronbach's if Item Item Item-Total Alpha if Item Deleted Deleted Correlation Deleted 17.61 6.302 707 835 17.70 5.946 748 818 17.70 6.779 681 845 17.44 6.475 742 821 m co an Lu n va te re Assurance1 Assurance2 Assurance3 Assurance4 y (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry 63 Appendix 2.5: Cronbach Alpha analysis of Empathy Factor t to ng Reliability Statistics Cronbach's Alpha N of Items 890 hi ep w n ad lo yi u yj th pl n ua al Empathy1 Empathy2 Empathy3 Item-Total Statistics Scale Cronbach's Scale Mean Variance if Corrected Alpha if if Item Item Item-Total Item Deleted Deleted Correlation Deleted 11.30 3.784 784 845 11.41 3.768 766 862 11.30 3.899 808 826 n va m ll fu Appendix 2.6: Cronbach Alpha analysis of Satisfaction Factor t n oi z Reliability Statistics Cronbach's Alpha N of Items 950 z ht vb k jm gm Item-Total Statistics Scale Cronbach's Scale Mean Variance if Corrected Alpha if if Item Item Item-Total Item Deleted Deleted Correlation Deleted 12.16 3.425 886 932 12.11 3.197 931 898 12.04 3.336 866 947 l m co an Lu n va Satisfaction1 Satisfaction2 Satisfaction3 te re y (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry 64 t to APPENDIX EXPLORATORY FACTOR ANALYSIS (EFA) ng hi Appendix 3.1: EFA for exploring the service quality dimensions ep w n ad lo KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Approx Chi-Square Sphericity df Sig .899 yi u yj th 2229.337 153 000 pl n ua al Component Total Variance Explained Rotation Sums of Squared Loadings Loadings va Extraction Sums of Squared Initial Eigenvalues n Cumulative Variance % Total % of Cumulative Variance % Total % of Cumulative Variance % 7.963 44.240 44.240 7.963 44.240 44.240 3.027 16.818 16.818 1.577 8.759 52.999 1.577 8.759 52.999 2.895 16.081 32.899 1.298 7.211 60.210 1.298 7.211 60.210 2.529 14.052 46.951 1.099 6.106 66.315 1.099 6.106 66.315 2.347 13.038 59.988 1.025 5.695 72.011 1.025 5.695 72.011 2.164 12.022 72.011 711 3.951 75.961 603 3.348 79.309 540 2.999 82.308 527 2.928 85.236 10 438 2.431 87.667 11 384 2.131 89.798 12 339 1.886 91.684 13 317 1.760 93.444 14 293 1.630 95.074 15 266 1.476 96.550 16 235 1.306 97.856 17 211 1.172 99.028 18 175 972 100.000 t n oi z m ll fu Total % of z k jm gm l m co on0 ht ensi vb Dim an Lu te re y (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry n va Extraction Method: Principal Component Analysis (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry 65 t to Rotated Component Matrixa Component ng hi ep w n ad lo Tangible05 764 Tangible04 733 Tangible02 696 Tangible01 672 Tangible03 578 Assurance2 762 Assurance4 718 Assurance1 713 Assurance3 688 Empathy1 847 Empathy3 824 Empathy2 820 Reliability2 Reliability3 Reliability1 Responsiveness1 Responsiveness3 Responsiveness2 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations yi u yj th pl n ua al n va m ll fu 737 727 727 t n oi 834 768 532 z z ht vb jm k Appendix 3.2: The EFA implementation of dependent variable (Customer Satisfaction) gm l 744 an Lu n va te re 677.965 000 m co KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Approx Chi-Square Sphericity df Sig y (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry 66 t to Component ng hi Total Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings % of Cumulative % of Cumulative Variance % Total Variance % ep 2.726 90.875 90.875 2.726 90.875 90.875 188 6.251 97.126 086 2.874 100.000 Extraction Method: Principal Component Analysis w n ad lo yi u yj th pl n ua al Component Matrixa Component Satisfaction2 971 Satisfaction1 950 Satisfaction3 939 Extraction Method: Principal Component Analysis a components extracted n va m ll fu t n oi z z ht vb k jm gm l m co an Lu n va te re y (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry 67 t to APPENDIX MULTIPLE LINEAR REGRESSION ANALYSIS (MLR) ng hi ep Appendix 4.1: The effect of the independent variables (service quality dimensions) on the dependent variable (overall perceived service quality) w Correlations OPSQ TAN RES ** 428 459** ASR 528** EMP 796** 000 000 000 000 N 220 220 220 ** TAN Pearson Correlation 428 594** Sig (2-tailed) 000 000 N 220 220 220 ** ** RES Pearson Correlation 459 594 Sig (2-tailed) 000 000 N 220 220 220 ** ** REL Pearson Correlation 526 493 424** Sig (2-tailed) 000 000 000 N 220 220 220 ** ** ASR Pearson Correlation 528 627 548** Sig (2-tailed) 000 000 000 N 220 220 220 ** ** EMP Pearson Correlation 796 465 484** Sig (2-tailed) 000 000 000 N 220 220 220 ** Correlation is significant at the 0.001 level (2-tailed) 220 493** 000 220 424** 000 220 220 627** 000 220 548** 000 220 597** 000 220 220 465** 000 220 484** 000 220 504** 000 220 547** 000 220 n REL 526** lo ad OPSQ Pearson Correlation 000 yi u yj th Sig (2-tailed) pl n ua al n va m ll fu t n oi z z ht vb 220 597** 000 220 504** 000 220 k jm 220 547** 000 220 220 gm l n va Enter an te re EMPATHY, TANGIBLE, RELIABILITY, RESPONSIVENESS, ASSURANCEa Method Lu m co Model Variables Entered/Removedb Variables Variables Entered Removed y a All requested variables entered b Dependent Variable: Overall Perceived Service Quality (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry 68 t to ng Model Summaryb Adjusted R Std Error of the R Square Square Estimate 659 651 641 hi Model ep R 812a w n ad lo u yj th a Predictors: (Constant), EMPATHY, TANGIBLE, RELIABILITY, RESPONSIVENESS, ASSURANCE b Dependent Variable: Overall Perceived Service Quality yi pl Model Regression df 34.037 87.899 214 411 258.086 219 n Total Mean Square 170.187 va Residual Sum of Squares n ua al ANOVAb F Sig .000a 82.868 fu m ll a Predictors: (Constant), EMPATHY, TANGIBLE, RELIABILITY, RESPONSIVENESS, ASSURANCE b Dependent Variable: Overall Perceived Service Quality t n oi z Coefficientsa Coefficients Coefficients Correlations 076 RES 073 REL Part -1.227 221 -.025 -.444 658 -.030 -.018 073 053 998 320 068 040 190 073 137 2.622 009 176 ASR 080 078 061 1.025 307 EMP 776 058 680 13.349 000 Tolerance VIF 505 1.982 569 1.756 105 585 1.710 070 041 450 674 533 613 an Lu -.034 Partial m co TAN Sig l 396 T gm -.486 Beta k (Constant) Error Statistics jm Std B Collinearity ht Standardized vb Unstandardized z Model 1.631 n va a Dependent Variable: Overall Perceived Service Quality 2.222 te re y (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry 69 t to ng hi ep w n ad lo yi u yj th pl n ua al n va m ll fu t n oi z z ht vb k jm gm l m co an Lu n va te re y (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry 70 t to ng hi ep w n ad lo yi u yj th pl n ua al n va m ll fu t n oi z z ht vb k jm gm l m co an Lu n va te re y (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry 71 t to Appendix 4.2: The effect of the independent variable (overall service quality dimensions) on the dependent variable (customer satisfaction) ng hi Variables Entered/Removedb Model Variables Variables Entered Removed Method Overall Enter Perceived Service Qualitya a All requested variables entered b Dependent Variable: SATISFACTION ep w n ad lo yi u yj th pl n ua al Model n va R 773a Model Summaryb Adjusted R R Square Square 597 595 Std Error of the Estimate 57262 m ll fu t n oi a Predictors: (Constant), Overall Perceived Service Quality b Dependent Variable: SATISFACTION ANOVAb ht F 322.626 k gm l a Predictors: (Constant), Overall Perceived Service Quality b Dependent Variable: SATISFACTION m co 640 036 773 Sig 11.508 000 17.962 000 Partial Part 773 773 a Dependent Variable: SATISFACTION (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry y 208 t te OPSQ 2.389 Beta re 1(Constant) Std Error Correlations n va B Standardized Coefficients an Unstandardized Coefficients Lu Coefficientsa Model Sig .000a jm 218 219 Mean Square 105.788 328 vb Regression Residual Total df z Sum of Squares 105.788 71.482 177.270 z Model (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry 72 t to ng hi ep w n ad lo yi u yj th pl n ua al n va m ll fu t n oi z z ht vb k jm gm l m co an Lu n va te re y (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry 73 t to ng hi ep w n ad lo yi u yj th pl n ua al n va m ll fu t n oi z z ht vb k jm gm l m co an Lu n va te re y (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry 74 Appendix 4.3: The effect of the independent variables (service quality t to dimension) on the dependent variable (overall perceived service quality) of ng Vietnamese Customers Group hi ep Unstandardized Standardized Coefficients Coefficients w Model n Coefficientsa of the Construct for Vietnamese customers Collinearity Correlations Statistics -.361 558 -.648 519 -.110 096 -.087 -1.140 (Constant) TAN Beta t Sig Partial Part Tolerance VIF 257 -.109 -.067 580 1.723 172 107 129 1.614 109 153 094 533 1.875 REL 253 098 2.574 011 239 150 662 1.509 ASR -.012 n ua al 185 109 -.009 -.109 914 -.010 -.006 511 1.958 EMP 757 083 665 9.121 000 658 533 642 1.558 pl RES yi Std Error u yj th ad lo B n va m ll fu a Dependent Variable: Overall Perceived Service Quality n oi t Appendix 4.4: The effect of the independent variable (overall service quality z dimensions) on the dependent variable (customer satisfaction) of Vietnamese z ht vb Customers Group Model Standardized Coefficients Coefficients gm Unstandardized k jm Coefficientsa of Satisfaction Variable for Vietnamese Customers’ Group Correlations l Std (Constant) Beta t Sig .296 7.089 000 676 053 766 12.647 000 Perceived 766 Part 766 an 2.098 Partial Lu Overall Error m co B n va Service a Dependent Variable: SATISFACTION te re Quality y (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry (Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry(Luận.văn).the.impact.of.service.quality.on.cuctomer.satisfaction.in.the.hopitality.industry