(Luận văn) the impact of service quality and air fare on customer satisfaction using low cost airlines in vietnam

t to MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY - ng hi ep w n ad lo HUYNH THI THU HUONG yi u yj th pl n ua al THE IMPACT OF SERVICE QUALITY AND AIR n va FARE ON CUSTOMER SATISFACTION USING m ll fu LOW COST AIRLINES IN VIETNAM t n oi z THESIS OF MASTER OF BUSINESS ADMINISTRATION z ht vb k jm gm l m co an Lu Ho Chi Minh City – 2012 n va te re y t to MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY - ng hi ep w Huynh Thi Thu Huong n ad lo u yj th THE IMPACT OF SERVICE QUALITY AND AIR yi pl n ua al FARE ON CUSTOMER SATISFACTION USING n va LOW COST AIRLINES IN VIETNAM m ll fu Subject: Master of Business Administration t n oi z THESIS OF MASTER OF BUSINESS ADMINISTRATION z ht vb k jm SUPERVISOR: gm Dr TRAN HA MINH QUAN l m co an Lu Ho Chi Minh City – 2012 n va te re y I ACKNOWLEDGEMENTS t to ng hi I would sincerely like to thank the Professors in the University of Economics ep Ho Chi Minh City, who taught and trained me in the MBA course I also would like to thank the Board of Management of Economics University who gave me the w n opportunity to learn new things in the business administration I am very honored to lo ad be a member of this course u yj th yi In particular, I would like to express deep gratitude to Dr Tran Ha Minh Quan who pl has guided me enthusiastically, offered opinions and supported me through this n ua al thesis va n My warmest thanks to all the Instructors for providing and sharing invaluable fu t n oi students m ll knowledge on measurement and evaluation in education for me as well as other z Finally, I like to thank my parents who gave me love, care and tolerance from z k jm encouraging me constantly to complete this thesis ht vb childhood to adulthood My thanks too, to my friends and classmates for l m co Ho Chi Minh City, November 22nd 2012 gm Huynh Thi Thu Huong an Lu n va te re y II COMMITMENT t to ng hi My name is Huynh Thi Thu Huong I would like to commit that this thesis, “The ep impact of service quality and air fare on customer satisfaction using low cost w n airlines in Vietnam”, was conducted based on my real and independent research ad lo u yj th The enclosed data was collected from passengers waiting in the departure yi lounge of Tan Son Nhat domestic airport, Vietnam by the author The data was pl n ua al handled and conducted by the author n va Huynh Thi Thu Huong m ll fu Ho Chi Minh City, November 22nd 2012 t n oi z z ht vb k jm gm l m co an Lu n va te re y 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 Vietnam’s low cost airlines background n ua al 1.2 Vietnam’s low cost airlines product and service n va 1.3 Research Motivation 10 m ll fu 1.4 Research Objectives 11 1.5 Research Scopes 11 n oi 1.6 Structure of Research 11 t Chapter LITERATURE REVIEW, THEORETICAL FRAMEWORK z AND HYPOTHESES 13 z vb 2.1 Service Quality 13 ht jm 2.1.1 The SERVQUAL Instrument 15 k 2.1.2 Applying SERVQUAL in the Low cost airlines in Vietnam 17 gm l 2.2 Customer Satisfaction 22 m co 2.3 Theoretical Framework and Hypotheses 25 2.3.1 Theoretical Framework 25 Lu an 2.3.2Research Hypotheses 27 3.4 Data Analyze Procedure 31 y 3.3 Data Collection Procedures 29 te 3.2 Sampling Design 28 re 3.1 Research Methodology 28 n va Chapter RESEARCH METHODOLOGY 28 (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam 3.4.1 Reliability Analysis 31 t to 3.4.2 Descriptive Statistics 32 ng 3.4.3 Factor Analysis (FA) 32 hi ep 3.4.4Multiple Linear Regression Analysis 33 Chapter ANALYSIS RESULT 34 w n 4.1 Respondents Demographics 34 lo ad 4.2 Reliability and Validity of SERQUAL Scales 35 u yj th 4.3 Dimensions of Service Quality in Low Cost Airlines in Vietnam 37 4.4 Correlation testing 42 yi pl 4.5 Hypothesis Testing and Discussions 47 n ua al 4.6 Summary 51 Chapter CONCLUSIONS AND RECOMMENDATIONS 52 va n 5.1 Summary of Findings 52 fu m ll 5.2 Practical Implications 52 n oi 5.3 Contributions of the Study 56 t 5.4 Limitations and Future Research 56 REFERENCES 57 z z APPENDIX 60 vb ht APPENDIX 62 jm APPENDIX 67 k gm APPENDIX 70 l m co an Lu n va te re y (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam LIST OF TABLES t to ng Table Product features of low-cost carrier and full service carrier in Vietnam.08 hi Table 2.1 Theoretical Framework 26 ep Table 2.2: The Summary of Research Hypotheses 27 w Table 3.1: The Sources of Measurement Scale 30 n ad lo Table 3.2: Rules of Thumb about Cranach’s Alpha Coefficient Size 32 Table 4.1: Demographic Characteristics of the Study 35 u yj th Table 4.2: Cranach’s Alpha Measures of Variables in the Study 37 yi Table 4.3 KMO and Bartlett's Test of Five Independent Variables 39 pl Table 4.4: Rotated Component Matrix of Independent Variables 40 n ua al Table 4.5 KMO and Bartlett's Test and Component Matrix 42 va Table 4.6 Correlation of Variables 43 n Table 4.7 ANOVAs for Construct 44 m ll fu Table 4.8 Model Summary of the Construct 45 n oi Table 4.9a Coefficients of the Construct 46 t Table 4.9b Coefficients of the Construct 46 z Table 4.10 Overall Perceived Service Quality 48 z ht vb k jm gm l m co an Lu n va te re y (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam ABSTRACT t to ng hi In the any market, competition is an inevitable factor Similarly it happens ep with the airline industry, especially in Vietnam’s low cost airlines market Low airfare ticket is not a unique factor to compare but customer service is also very w n important Low cost airlines are also trying to understand their customers, to lo ad measure their passengers’ satisfaction because passengers’ satisfaction may u yj th guarantee good customer loyalty for their future business This study will provide a better understanding of how passenger satisfies yi pl with Vietnam’ low cost airlines about customer service and air fare Based on the n ua al result of this study, airline managers may understand their level of service and improve it va n During this study, the author measures service quality dimensions and air fu m ll fare impact on customer satisfaction via SEVRQUAL tool of (Parasuraman et al., n oi 1988) t With a sample of 150 passengers who had travelled on Vietnam’s low cost z airlines flights within month is surveyed at Tan Son Nhat airport included Jetstar z vb Pacific Airlines and Vietjet Airlines passengers to test six hypothesized ht relationships among the construct of impacted of service quality and air fare on k jm customer satisfaction gm The study also finds that the important dimensions of service quality tested l here is: tangibles”, “reliability”, “responsiveness”, “assurance”, “empathy” and “air m co fare” The study used Statistic Package for Social Science (SPSS) to analyze data Lu through Exploratory Factor Analysis (EFA) and regression analysis tools The an results indicated that all dimensions have strong positive effect on customer n va satisfaction re te Airlines, Vietnam (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam y Keywords: SERQUAL, Service Quality, Customer Satisfaction, Low Cost (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam CHAPTER t to INTRODUCTION ng hi ep w 1.1 Vietnam’s low cost airline background: n ad lo This study examines in the context of low cost carrier (LCC) operating in Vietnam There are two LCC operating in Vietnam, ( Jetstar Pacific Airlines since u yj th 2005 and Vietjet Air since 2011) yi Vietnam’s airline market is a market with a population of 88 million, shared pl by airlines (included Vietnam Airlines, Jetstar Pacific, Vietjet Air, Air Mekong, n ua al Vasco) almost operating domestic and short-haul routes but Vietnam Airlines is a n va flag carrier of Vietnam with both domestic and international routes In the situation fu of Vietnam changing from agriculture to a service market, we are opening the door m ll to welcome foreign investments from all over the world, standard of living higher, n oi moreover indoor and outdoor tourist market developing… as a result, the demand of t air transportation increasing significantly It creates a potential airline market in z Vietnam z ht vb Nevertheless, airline industry has been continuous operating on extremely jm thin margins (IATA, 2011; Tiernan et al., 2008/1) with high operational costs k (Airline Trends and Ancillary Revenue Report, 2010) Thus, the volume is crucial gm l for the industry to stay profitable; the differences in prices for one flight can be m co huge Furthermore, the actual product of the airline industry (airline seat) is extremely perishable Once the aircraft takes off, the opportunity to sell a seat is Lu on right way and development.” (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam y to trade off between the passenger’s demand and airline profit to keep the business te solution for Vietnam’s airlines The solution must solve the current problem: “How re There are many difficulties that airlines face so it is necessary to find a n va the situation more problems an lost Also the Vietnam’s Government control in the air fare via fare cap can cause (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam Following the world trend, Vietnam applied the low cost airline model in t to Vietnam market since May 2005, the first was Jetstar Pacific Airline which came ng from the full service airlines- Pacific Airlines Jetstar Pacific Airlines is a joint hi ep venture company between Vietnam Airlines, Qantas group from Australia and some individuals w n LCC model in Vietnam have the similar pricing and cost structures to the lo ad European and North American LCC (Goh, 2005) including some specifications: the u yj th same aircraft type, fast turn-around times, point - to - point services from main base, offering low fare in exchange for no extra services as compared to traditional airline yi pl offering free in-flight meals, beverages and in-flight entertainment but passengers n ua al can purchase these items separately if they choose to Passengers are encouraged to use online ticket booking and electronic ticket, no more paper ticket being used in va n cutting cost Innovative marketing strategies such as direct selling, call centers, e- fu m ll ticketing, e-payments and bank and supermarket networks… n oi and Vietjet Air: t Currently, there are two low cost airlines in Vietnam, Jetstar Pacific Airlines z z Jetstar Pacific Airlines had a big start, becoming Vietnam’s first LCC in vb ht 2005, when the carrier (formerly known as Pacific Airlines) was rebranded and jm adopted the low-cost model following investment from Qantas, operating four k gm domestic routes and 15 daily round trip frequencies, based on schedules from l Jetstar’s website Jestar Pacific has been focusing on fleet renewal rather than m co expansion but is planning to resume expansion in 2013, ending a hiatus of four an Lu years in which growth was paused due partially to internal uncertainty The carrier began a more promising new period earlier this year after a 70% stake was (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam y this year (both of which will take effect in latter half of Oct-2012), giving the LCC te Jetstar Pacific for now is only planning to add two frequencies for the remainder of re own LCC subsidiary); Qantas owns the remaining 30% stake in Jetstar Pacific n va transferred to Vietnam Airlines, (which previously had been looking at launching its (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam 66 t to Mục đích chuyến đi:  Cơng tác  Thăm gia đình  Du lịch ng XIN CHÂN THÀNH CÁM ƠN SỰ HỢP TÁC 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.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam 67 t to APPENDIX ng CRONBACH ALPHA ANALYSIS hi ep Table 4.2: Cronbach’s Alpha Measures of Variables in the Study w n Appendix 2.1: Cronbach Alpha analysis of Tangibles Factor ad lo yi u yj th pl Reliability Statistics Cronbach's Alpha N of Items 718 n ua al n va Item-Total Statistics Scale Cronbach's Scale Mean Variance if Corrected Alpha if if Item Item Item-Total Item Deleted Deleted Correlation Deleted 11.19 2.305 553 610 m ll fu Tangible03 11.30 2.139 572 585 2.386 489 687 z 11.57 t Tangible02 n oi Tangible01 z ht vb k jm gm Appendix 2.2: Cronbach Alpha analysis of Responsiveness Factor l m co n va an Lu Reliability Statistics Cronbach's Alpha N of Items 783 y (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam te re Item-Total Statistics (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam 68 t to Scale Cronbach's Scale Mean Variance if Corrected Alpha if if Item Item Item-Total Item Deleted Deleted Correlation Deleted 11.35 2.443 642 689 Responsiveness1 ng hi ep w n Responsiveness2 11.55 3.188 590 746 Responsiveness3 11.29 2.609 650 674 ad lo yi u yj th Appendix 2.3: Cronbach Alpha analysis of Reliability Factor pl n ua al Reliability Statistics Cronbach's Alpha N of Items 764 n va fu m ll Item-Total Statistics Scale Cronbach's Scale Mean Variance if Corrected Alpha if if Item Item Item-Total Item Deleted Deleted Correlation Deleted 15.95 5.313 686 637 t n oi z z 619 678 5.967 jm Reliability3 Reliability4 16.08 695 16.12 7.220 375 798 589 gm 5.785 k 15.97 ht Reliability2 vb Reliability1 l m co an Lu Appendix 2.4: Cronbach Alpha analysis of Assurance Factor n va te re Reliability Statistics Cronbach's Alpha N of Items 789 y (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam 69 t to Item-Total Statistics Scale Scale Mean Variance if Corrected Cronbach's if Item Item Item-Total Alpha if Item Deleted Deleted Correlation Deleted 17.45 4.800 625 725 ng hi ep Assurance1 w 17.65 4.094 587 758 Assurance3 17.61 4.522 672 699 17.15 5.535 554 765 n Assurance2 ad lo yi u yj th Assurance4 pl n ua al n va m ll fu t n oi pendix 2.5: Cronbach Alpha analysis of Empathy Factor z Reliability Statistics Cronbach's Alpha N of Items 893 z ht vb k jm gm l m co 760 876 Empathy3 10.83 3.822 818 826 (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam y 3.731 te 10.97 re Empathy2 n va Empathy1 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 10.91 3.723 795 844 (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam 70 t to ng Appendix 2.6: Cronbach Alpha analysis of Satisfaction Factor hi ep Reliability Statistics Cronbach's Alpha N of Items 821 w n ad lo yi u yj th pl n ua al Item-Total Statistics Scale Cronbach's Scale Mean Variance if Corrected Alpha if if Item Item Item-Total Item Deleted Deleted Correlation Deleted 12.06 2.204 759 670 n va Satisfaction1 11.93 Satisfaction3 11.99 m ll fu Satisfaction2 2.458 630 797 2.201 645 789 t n oi z z ht vb Appendix 2.6: Cronbach Alpha analysis of Satisfaction Factor Scale Mean Scale Corrected if Item Variance if Item-Total Deleted Item Deleted Correlation Cronbach's k Variables jm (Before deleted RES04, EMP04) gm l Deleted m co Tangibles: Alpha = 718 Alpha if Item TAN01 11.19 2.305 553 Lu TAN02 11.57 2.139 572 585 TAN03 11.30 2.386 489 687 610 an n va re te Responsiveness: Alpha =.703 16.93 4.532 585 574 RES02 17.14 5.370 563 607 (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam y RES01 (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam 71 t to RES03 16.87 4.715 599 569 RES04 17.09 5.575 270 783 ng Reliability: Alpha =.764 hi ep w n 15.95 5.313 686 637 REL02 15.97 5.785 619 678 REL03 16.08 5.967 589 695 REL03 16.12 7.220 375 798 ad lo REL01 Assurance: Alpha =.789 u yj th 17.45 4.800 625 725 ASR02 17.65 4.094 587 758 17.61 4.522 672 699 5.535 554 765 6.082 750 710 6.136 708 731 786 695 339 893 564 593 506 665 537 621 n ua al ASR04 pl ASR03 yi ASR01 17.15 n va Empathy: Alpha = 815 16.16 EMP02 16.23 EMP03 16.08 EMP03 16.13 8.029 FAR01 10.21 5.189 FAR02 10.66 4.790 FAR03 10.58 5.051 m ll fu EMP01 n oi 6.141 t z z Air Fare: Alpha =.715 ht vb k jm gm 759 SAT02 11.93 2.458 630 SAT03 11.99 2.201 645 670 797 789 an 2.204 Lu 12.06 m co SAT01 l Satisfaction: Alpha =.821 n va te re y (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam 72 t to APPENDIX EXPLORATORY FACTOR ANALYSIS (EFA) ng hi Appendix 3.1: EFA for exploring the service quality dimensions ep w KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Approx Chi-Square Sphericity Df Sig n ad lo 653 173.951 000 yi u yj th pl n ua al Appendix 3.2: The EFA implementation of dependent variable (Customer Satisfaction) n va fu KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Approx Chi-Square Sphericity Df Sig m ll 744 n oi t 677.965 000 z z ht vb k jm gm l Total Variance Explained Extraction Sums of Squared Component Initial Eigenvalues Loadings % of Cumulative % of Cumulative Total Variance % Total Variance % 2.189 72.974 72.974 2.189 72.974 72.974 561 18.705 91.679 250 8.321 100.000 Extraction Method: Principal Component Analysis m co an Lu n va te re y (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam 73 t to Component Matrixa Component Satisfaction1 912 Satisfaction3 866 Satisfaction2 780 Extraction Method: Principal Component Analysis a components extracted ng hi ep w n ad lo yi u yj th pl n ua al 789 782 709 694 Component n va Assurance3 Assurance1 Assurance2 Assurance4 Empathy3 873 Empathy1 857 Empathy2 837 Reliability1 805 Reliability2 774 Reliability3 747 Reliability4 665 Responsiveness1 813 Responsiveness3 798 Responsiveness2 782 Fare3 Fare1 Fare2 Tangible02 Tangible03 Tangible01 Rotated Component Matrixa Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations m ll fu t n oi z z ht vb k jm gm l m co an 775 754 458 Lu n va te re y (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam 808 777 740 (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam 74 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 n Correlations lo ad M_TAN M_RES u yj th TAN Pearson M_REL ** M_ASR ** 360 ** 296 419 M_EMP ** 264 M_FAR M_SAT ** 360** 000 000 -.223 Correlation 000 yi Sig (2-tailed) pl N Correlation ** 360 000 Correlation -.136** 397** 000 000 000 000 000 185 000 000 ** 236** 000 000 000 000 000 464** 020** 534** 000 000 000 264 150150 150150 150150 150150 150150 ** 257** 464** 000 000 000 367 080** 709** 000 000 k jm ** ht EMP Pearson 000 vb 000 150150 150150 N 363** z Correlation Sig (2-tailed) -.018** 150150 150150 150150 150150 150150 ** 355 257** z 419 236** t Pearson 367** ** 150150 150150 N 355** n oi Sig (2-tailed) 185** m ll 296 fu ** 000 150150 150150 150150 150150 150150 n REL Pearson ASR 150150 150150 N 000 150150 150150 150150 150150 150150 va Sig (2-tailed) 150150 150150 n ua al RES Pearson 000 000 FAR Pearson ** -.223 150150 150150 150150 150150 150150 020** 080** 000 000 000 000 Correlation Sig (2-tailed) 000 SAT Pearson ** 360 000 150150 150150 150150 150150 150150 ** 363** 534** 709** 046** 000 000 000 000 000 397 046** 150150 150150 150150 150150 150150 150150 150150 ** Correlation is significant at the 0.01 level (2-tailed) (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam y N 000 te Sig (2-tailed) re Correlation n va 150150 150150 N an -.018** -.136 Lu ** m co 150150 150150 N l Sig (2-tailed) gm Correlation (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam 75 t to ng Variables Entered/Removedb Mode Variables Variables l Entered Removed Method M_FAR, Enter M_REL, M_RES, M_ASR, M_EMP, M_TANa hi ep w n ad lo yi u yj th pl n ua al n va a All requested variables entered b Dependent Variable: M_SAT fu m ll Model 592 Std Error of the Estimate 592 49090 t 769a n oi R Model Summaryb Adjusted R R Square Square z z a Predictors: (Constant), M_FAR, M_REL, M_RES, M_ASR, M_EMP, M_TAN b Dependent Variable: Overall Perceived Service Quality ht vb k jm gm ANOVAb 8749.780 36308.105 241 000a te y (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam re a Predictors: (Constant), M_FAR, M_REL, M_RES, M_ASR, M_EMP, M_TAN b Dependent Variable: M_SAT n va 150143 150149 Sig an 52498.680 36182.506 88681.185 F Lu Regression Residual Total df Mean Square m co Sum of Squares l Model (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam 76 Coefficientsa t to ng Model hi ep w n (Constant) lo ad M_TAN M_REL 085 145 193 45.012 82.151 95.860 000 000 000 764 1.310 874 1.144 670 1.493 432 023 002 001 529 270.263 031 17.778 000 000 709 1.409 909 1.100 n ua al M_FAR Beta pl M_EMP 073 t 32.085 37.182 Collinearity Statistics Toleranc Sig e VIF 000 000 702 1.425 002 002 002 yi M_ASR Standardized Coefficients 083 141 212 u yj th M_RES Unstandardiz ed Coefficients Std B Error 522 016 080 002 a Dependent Variable: M_SAT 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.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam 77 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.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam 78 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.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam 79 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.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam (Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam(Luận.văn).the.impact.of.service.quality.and.air.fare.on.customer.satisfaction.using.low.cost.airlines.in.vietnam