(Tiểu luận) bachelor thesiscustomer satisfaction with the quality ofscheduled maintenance service of ford viet nam limited

NATIONAL ECONOMICS UNIVERSITY Faculty of Business Management □□  BACHELOR THESIS CUSTOMER SATISFACTION WITH THE QUALITY OF SCHEDULED MAINTENANCE SERVICE OF FORD VIET NAM LIMITED Student: Ngô Đức Minh - 11196302 Major: Business Administration Intake: 61 Class: Management of quality and innovation E-MQI Supervisor: Assoc Prof Dr Do Thi Dong Ha Noi, 05/2023 TABLE OF CONTENT LIST OF TABLES LIST OF FIGURES .5 EXECUTIVE SUMMARY CHAPTER 1: INTRODUCTION 1.1 Research rationale 1.2 Research objective 1.3 Research method .9 1.4 Research structure 10 CHAPTER 2: THEORY FRAMEWORK 11 2.1 Theoretical overview of customer satisfaction in services 11 2.1.1 The definition and characteristics of service 11 2.1.2 Service quality 12 2.1.3 Customer satisfaction .13 2.1.4 Customer satisfaction measurement model .17 2.2 Previous studies .24 CHAPTER 3: RESEARCH METHODOLOGY .29 3.1 Research Process 29 3.2 Research design 30 3.2.1 Research method and design appropriateness 30 3.2.1.1 Quantitative research 30 3.2.2 Proposed research model and hypothesis 31 3.2.2 Research Scale 33 3.2.2 Research measure 36 3.2.3 Sampling 37 3.3 Data collection and data analysis .37 3.3.1 Data collection 37 3.3.2 Data analysis 38 CHAPTER 4: RESEARCH RESULT 39 4.1 Overview of service quality in Ford Viet Nam business 39 4.1.1 General information of Ford Viet Nam Limited company 39 4.1.2 Scheduled maintenance service package 39 4.1.3 Ford Services process .42 4.2 Demographic .46 4.3 Reliability analysis 49 4.4 Descriptive statistic .51 4.4.1 Tangibles 53 4.4.2 Reliability .54 4.4.3 Responsiveness .55 4.4.4 Assurance 56 4.4.5 Empathy 57 4.5 Explore Factor Analysis 58 4.5.1 Factor analysis for independent variables .58 4.5.2 Service Quality Satisfaction Scale 62 4.6 Adjustment of model after EFA analysis 63 4.7 Hypothesis testing .64 4.7.1 Pearson's correlation coefficient analysis 64 4.7.2 Regression analysis 65 4.7.3 Result of hypothesis testing 66 CHAPTER 5: DISCUSSION AND RECOMMENDATIONS 68 5.1 Discussion 68 5.1.1 Tangibles 68 4.5.2 Reliability .69 4.5.3 Responsiveness .70 4.5.4 Assurance 70 4.5.5 Empathy 71 5.2 Solution to improve customer satisfaction 72 5.3 Recommendation for Ford Viet Nam 75 LIMITATIONS AND FUTURE RESEARCH 77 REFERENCES .79 APPENDICES 83 Appendix 1-Survey questionnaire .83 Appendix - Descriptive Statistic 86 Appendix – Cronbach alpha analysis .88 Appendix – EFA analysis 92 Appendix 95 LIST OF TABLES Table 3-1: Measurement Criteria 35 Table 4-1: Items internal consistency Cronbach’s Alpha measurements 51 Table 4-2: Descriptive statistic result 52 Table 4-3: KMO and Bartlett's Test result .59 Table 4-4: Total Variance Explained result 60 Table 4-5: Rotated component matrix result in 60 Table 4-6: Item-total statistics result .62 Table 4-7: Item-Total Statistics result 62 Table 4-8: KMO and Bartlett's Test result .63 Table 4-9: Total variance explained result .63 Table 4-10: Rotated Component Matrix result 64 Table 4-13: Pearson correlation for service quality dimensions, customer satisfaction 65 Table 4-14: Regression analysis result 66 Table 4-15: Summary result from regression analysis 66 Table 4-16: Result of hypothesis testing 67 LIST OF FIGURES Figure 2-1:Customer perceptions of quality and customer satisfaction 15 Figure 2-2: The Nordic service quality model .18 Figure 2-3: Gap model 19 Figure 2-4: Determinants of perceived service quality 20 Figure 2-5: R-A-T-E-R SERVQUAL model 21 Figure 2-6: American Customer Satisfaction Index (ACSI) model 23 Figure 3-1: Research process 29 Figure 3-2: Proposed research model 32 Figure 4-1: Service process 43 Figure 4-2: Gender result 47 Figure 4-3: Age group result 48 Figure 4-4: Total household income 49 Figure 4-5: Number of services visit .49 Figure 4-6: Lenght of car ownership .50 Figure 4-7: The average rating of the observed variables in the Tangible scale 54 Figure 4-8: The average rating of the observed variables in the Reliability scale 55 Figure 4-9: The average rating of the observed variables in the Responsiveness scale .56 Figure 4-10: The average rating of the observed variables in the Assurance scale 57 Figure 4-11: The average rating of the observed variables in the Empathy scale 58 Figure 4-12: Research model 64 Document continues below Discover more from: Thi viết NEU KTHP_63 Đại học Kinh tế… 370 documents Go to course TTS - Chiếc thuyền 65 xa - Ebook… Thi viết NEU 100% (6) Nghị luận xã hội - đề 19 thi Thi viết NEU 100% (4) ĐỀ KIỂM TRA GIỮA HỌC KÌ TOÁN THC… Thi viết NEU 100% (3) Đoạn văn dàn ý 150 19 kntt - Văn Thi viết NEU 100% (1) Onluyen.vn Đề thi vào 10 môn Tiếng… Thi viết NEU 100% (1) CBA Nhóm Bài tập nhóm - Có nhà độc… EXECUTIVE SUMMARY 46 The quality of a dealership's customer service is often mentionedThi as aviết crucial distinction 100% (1) in the automobile business, and one that demonstrates both the NEU dealership's knowledge and its reputation This quantitative correlational research study had the purpose of determining whether or not there was a relationship between service quality characteristics and customer happiness for auto dealerships in Vietnam and, if there was, how strong of a link there was Participants in the research included anybody who owned a Ford car and had purchased it from a dealership that sold Ford products in Vietnam Customers who brought their vehicles into Ford dealerships for maintenance work during the month of March 2023 were considered for inclusion in the sample The years 2018 through 2022 are optimal for data collection and research, but the months of January through April 2023 are optimal for conducting research and surveys An strategy using a stratified random sample was used to ensure that customers from each geographical area were adequately represented The information was gathered from 110 customers via the use of an online questionnaire, and the results were analyzed through the use of Pearson's correlation test As a result of this research, it was feasible to draw the concludere is a statistically significant moderate to strong positive corra elation between customer satisfaction and customer behavioural intentbehavioralive service quality attributes (tangibles, reliability, responsiveness, assurance, and empathy), and customer satisfaction It would seem that a service's responsiveness to customer needs is the characteristic that has the greatest impact on the number of satisfied customers it can attract According to the data, customers put a high importance ostaff members' ability to provide technical assistance and their courtesy The findings of this research may be valuable in supporting executives at auto dealerships in making informed choices, effectively managing resources, and enhancing the quality of service It is important for dealerships that sell automobiles to regular quality checks and refrain from setting customers' expectations too high in order to increase satisfaction and encourage good behavioral intentions CHAPTER 1: INTRODUCTION 1.1 Research rationale In the year 2022, the whole Vietnamese market In the whole year 2022, (VAMA) is 404,635 vehicles, Hyundai is 81,580 vehicles and VinFast is 22,924 vehicles Total market sales, reaching a total of 509,139 vehicles This is the first time in history that the Vietnamese auto market has reached over 500,000 vehicles The December business results report of 2022 from the Vietnam Automobile Manufacturers Association (VAMA) shows that sales of members have reached 35,301 vehicles, 3% lower than in November 2022 and low 24% more than in December 2021 Specifically, passenger cars accounted for a large proportion, with 27,262 vehicles, up 5% compared to November 2022 Sales of commercial vehicles increased by 20 % and specialized vehicles by 67% Domestic assembled cars to consumers last month reached 17,666 units, down 6% compared to November Compared with the same period in 2021, CBU imported cars achieved sales of 17,635 units, up 0.4% Most car manufacturers have recorded positive business results Typically, TC Group announces sales results in December 2022 Accordingly, the total sales of Hyundai cars in December reached 9,545 vehicles, an increase of 26.5% compared to November, bringing the total sales of Hyundai cars in 2022 to 81,582 vehicles Ford Vietnam stands at the seventh position with an 8.10% proportion This is a list of members of VAMA excluding companies such as Hyundai Thanh Cong, and Vinfast Ford Vietnam's position is being threatened and competed by many competitors The models in the top markets all have good growth compared to 2021 The list witnessed the overwhelming dominance of the B-segment sedan segment with names Toyota Vios and Hyundai Accent 2022 is also the year witnessing the strong growth of the MPV segment and is represented by Mitsubishi Expander in third place Ford Ranger ranks fifth with 16477 vehicles and remains the best-selling pickup model in Vietnam for many years consecutive years In general, the consumer demand for cars is increasing, along with the increasingly improved quality of the car and strong investment However, the importance of after-sales service is also increasingly evident in the automotive industry Private consumption was limited given declining income, eventually reducing demand for new cars and extending the life span of cars Consequently, the car dealerships switched their attention to the aftersales business which proved to be a recession-resistant business, especially after the world financial crisis in 2008 Thus, the car aftersales service business has become increasingly important and turned out to be one of the main revenue and customer loyalty Automotive service organizations were experiencing tough competition worldwide (Cain, 2016; Gencer & Akkucuk, 2017) The competitive rivalry was expected to further increase as a result of the ongoing globalization and alliances in the global automobile industry (Cain, 2016) Aftersales service quality was considered one of the most critical elements affecting competition (Chaichinarat et al., 2018; Jain et al., 2020; Rangarao, 2013) Aftersales service quality has become one of the chief factors for organizational leaders today because it is directly linked to organizational growth, customer loyalty, and organizational performance (Chaichinarat et al., 2018; Gencer & Akkucuk, 2017; Lu et al., 2015; Martin, 2016; Saravanan & Rao, 2007) Since the issue is related to the quality of service delivered by the car dealership and not the product itself, the declining service quality is a dealership issue, not a brand issue The service quality expectations of new car owners were on the rise, amplifying the pressure on vehicle manufacturers as well as their dealerships to provide improved quality products and services (Gencer & Akkucuk, 2017) According to Izogo and Ogba (2015), automobile aftersales service was found to be among the most unsatisfactory experiences faced by the customer Car dealerships’ aftersales departments’ services and repairs have received much criticism from customers compared to their other buying experiences (Gencer & Akkucuk, 2017; Rangarao, 2013) Customer dissatisfaction with the quality of car dealerships’ aftersales services highlighted the importance of providing quality services to customers to improve their satisfaction and generate positive behavioral intentions The thesis is conducted in the context of more and more competition in the automotive field with the equivalent of products, customers become more demanding in choosing products more carefully to minimize costs with high quality optimal service quality In that position, to create a competitive advantage, companies in the Vietnamese auto industry must make more and more efforts to create customer satisfaction, grasp the needs and desires of customers, from feedback captures the strengths and weaknesses of the products and services being provided, thereby overcoming and improving to maintain customer satisfaction, building loyalty, avoiding losing customers to competitors waiting available Thus, the necessary work for Ford is to measure customer satisfaction with the service quality of the product as well as the repair and warranty services attached As a result of the above measurement, the company will have a more comprehensive view of the