MINISTRY OF EDUCATION & TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY FACULTY OF INTERNATIONAL BUSINESS - MARKETING UEH UNIVERSITY GROUP ESSAY Essay presented for STATISTICS FOR
10 2.1 Theoretical basis 10
Recent research 12 PP nh
Nguyen Phu Phuong Trang, Do Uyen Tam, Doan Thi Kim Thanh (2022) utilized the Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the relationships between hypotheses, applying a survey method on a sample collected from 230 respondents in the domestic terminal waiting area The results revealed that service quality, perceived value, and airport image impact passenger satisfaction Notably, assurance 1s a second-order concept comprising components such as effectiveness, efficiency, interaction, and aesthetics, directly and indirectly affecting satisfaction This study provides managerial implications for Tan Son Nhat Airport to establish strategies contributing to sustainable development, creating a positive airport image, enhancing perceived value, and increasing satisfaction levels
Nguyen Hai Quang and Nguyen Anh Duc (2023) identified factors reflecting the perceived value of passengers towards the services of a Low-Cost Carrier and examined the role of perceived value in passenger satisfaction and loyalty through a case study of VietJet Air (VJ) Data was collected through a survey of 354 passengers on VJ flights The evaluation results, using Cronbach's Alpha coefficient, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and hypothesis testing with a Structural Equation Modeling (SEM) approach, confirmed six important components of perceived value: 1) tangible assets, 2) staff,
3) empathy, 4) airline image, 5) price, and 6) promotions
Huynh Son Long and Pham Ngoc Duong (2021), using qualitative research methods with in- depth interviews and quantitative research methods with Cronbach's Alpha, EFA, T-test, ANOVA, and multiple linear regression based on a survey of 250 passengers who used Vietnam Airlines services, showed that six independent factors influenced the individual decision to choose Vietnam Airlines: (1) Assurance, (2) Responsiveness, (3) Price, (4) Tangibility, (5) Reliability, (6) Friendliness
According to Truong Nguyet Linh Thao (2019), the factors influencing the choice of Vietnam Airlines for customer transportation behavior include 10 components in decreasing order of impact: (1) Timeliness, (2) Safety and security, (3) Empathy, (4) Tangibility, (5)
Responsiveness, (6) Brand recognition, (7) Assurance, (8) Perceived price, (9) Subjective standards, (10) Reliability
Nguyen Van It and Nguyen Gia Khuong (2022) identified four factors influencing the decision to choose air transportation services, arranged in decreasing order of impact: (1) Price; (2) Reliability; (3) Convenience and travel time; (4) Electronic Word of Mouth (eWOM)
The research study by Faisal Tehseen Shah, Zaineb Syed, Abeer Imam, and Aiman Raza
(2020) investigated the impact of service quality dimensions on passenger's behavioral intentions in the presence of a mediator (passenger satisfaction) The data collected through an adopted SERVQUAL instrument was analyzed using reliability statistics, correlation analysis and through hierarchical regression analysis A systematic random sampling technique was used to analyze the study sample and PROCESS macros were used to run mediation analysis The results revealed that passenger's satisfaction mediates the relationship between airline service quality and behavioral intentions
According to Harith Yas Khudhair, Ahmad Jusoh, Abbas Mardani, and Khalil Md Nor
(2019), passenger satisfaction and loyalty are crucial for success in the airline industry This paper examined different elements of service quality in the airline industry, including the moderating effects of price sensitivity and quality seekers on the level of passenger satisfaction Service quality was divided into three main categories: preflight, in-flight, and post-flight services The findings revealed that the service quality of all three categories has a positive effect on passenger satisfaction The results indicated that passenger satisfaction consequently translated to passenger loyalty The findings also indicated that price sensitivity and quality seekers have a significant impact on the relationship between service quality and the level of passenger satisfaction
The research by Sangwon Park, Jin-Soo Lee, Juan L Nicolau (2020) indicated the relationship between the quality of airline service attributes and overall satisfaction By using a Tobit model to analyze 157,035 consumer data from online reviews, the results of the study showed that there was an asymmetrical impact of airline service quality attributes on satisfaction Authors determined that the quality of certain service attributes, such as cleanliness, food and beverages, and in-flight entertainment, affected the variations of positive ratings as a satisfier Other airline service attributes, such as customer service and check-in and boarding, influenced the deviations of negative ratings as a dissatisfier This study provided valuable insights into the asymmetrical impact of airline service quality attributes on satisfaction These insights would help airline managers to improve their service quality and attract customers
Chao Shen and Yazkhiruni Yahya (2020) examined the impact of service quality by adopting the AIRQUAL model and price on passengers’ loyalty through the linkage of passengers’ satisfaction toward low-cost airlines from the perspective of Southeast Asia To examine the effect of service quality and price on loyalty through satisfaction, this research considered a sample of travelers who prefer to take LCCs rather than traditional airlines The quantitative method was utilized in this paper due to financial and time constraints With 204 questionnaires analyzed, the results suggest that service quality and price have a positive significant impact on passenger satisfaction Besides, the findings of this research also confirmed the mediating role of customer satisfaction between service quality and loyalty, price and loyalty separately, which implied that customer satisfaction was a vital factor for LCCs to survive in such a highly competitive aviation market
Maria Grazia Bellizzi, Laura Eboli, Gabriella Mazzulla and Maria Nadia Postorino (2021) explored passengers’ satisfaction with airline services through the Classification and Regression Tree (CART) approach together with the Importance Performance Analysis (IPA) CART approach allows identifying the relevance of each service factor affecting user's satisfaction, while IPA merges the CART results with the satisfaction directly expressed by the passengers to identify the most critical factors A sample of passengers traveling by direct flights had been used To obtain more explanatory results, the 5 satisfaction levels were grouped into two categories, named: “not fully satisfied” and “fully satisfied” The first one included the first three satisfaction levels, and the second one consisted of the last two levels
The results showed that passengers had great expectations in terms of staff competence and courtesy while seeming less concerned about comfort on board.
21 3.1 Data target 21 3.2 Data approach 21 3.3 Analytical plan 22 3.3.1 Methods cececcecceeecenteeseeseneceeceeceeeesececeeceecarseenesneceeceeseeeseeeceeneveeenrecerseeseas 22 3.3.2 Tools and software
23 4.1 Descriptive statistics 23 ảnh Ã
The specific goals of the survey and data collection are to:
- Identify factors affecting customer satisfaction with Vietjet Air
- Provide a comparison of the satisfaction levels of different customer groups
- Provide a comparison between different factors that impact customer satisfaction at a given time
- Quantify the weight or importance of each factor in relation to other factors
From there, there are further resources available to address the issue and accomplish the stated objectives
Point-in-time data models and quantitative research techniques are used to address the problem by using a Google Form as a source of statistics data
Topic: Research on the level of customer satisfaction with Vietjet Air’s service quality
Data is collected indirectly from students of schools and working people through online survey forms
@ Data collection subjects: School students and working people
@ Gender: randomly surveyed including both men and women
@ Occupation: people who are studying, people who are working in the private sector and people who are working in the public sector
@ Monthly income level: Many different income levels
@ Investigate method: Through online survey form
Age The person's age as_ | Ratio Survey of the moment of birth
Occupations The job of an Ratio individual to earn income
Levels of monthly A phrase used to Ratio income describe a person's earnings in a month
@ Sample size: Choose statistical error as the confidence level is 95% We obtain a sample size:
@ Therefore, the team surveyed 220 adolescents in Viet Nam to carry out this project
Method of data collection and processing:
@ Following the collection of data via the online survey form, input the gathered information into the computer system Subsequently, proceed with entering, processing, and analyzing the data
@ Here, descriptive statistics are used to test reliability Once the analysis of the data is completed, it will be showcased through tables and visual representations, enhancing its observability, clarity, and comprehensibility
@ From the time series model, derive the propensity of that pattern Use linear trends regression to derive the characteristics of that time series model and forecast for the coming years
@ Statistical model: Microsoft Excel, SPSS
@ Computer software: Microsoft Excel, Microsoft Word
Factors affecting the reliability and accuracy of collected data:
@ Misunderstanding of the survey questions: Respondents may comprehend the questions in the wrong way
@ Concerns about the security of personal information: Some respondents may be afraid of having their personal information revealed, so they complete the survey with answers that do not match themselves
@ Attitudes and ways in which survey respondents answer questions also have a significant impact on the reliability of the data collected
How to prevent and fix:
@ The survey questionnaire should be designed in a logical and perspicuous way so that it does not make respondents struggle to understand clearly
@ The team must commit that all data received from respondents will be secured and only used for academic and scientific purposes
@ To avoid any unreliable data, survey questions need to be conducted seriously Each survey taker needs to be aware of how his / her answers affect the results of the project
CHAPTER 4 RESEARCH ANALYSIS AND RESULTS 4.1 Descriptive statistics
= From 30-55 years old m Over 55 years old
Frequency | Percent | Valid Percent Cumulative
Based on the above survey result we have collected a sample of 220 survey participants aged
18 and over The majority of them are persons between the ages of 18 and 30, with the biggest number (81.4%) being university students The number of travelers under the age of
18 comes in second, accounting for 12.7% of all passengers The frequency of use of VietJet Air service group aged 30-55 years old forms a tiny fraction of 5%, with the percentage decreasing to 0.9 percent in the case of senior passengers The number of passengers in the 18-30 age group is four times that of VietJet's total consumers in the other three age groups This demonstrates that the majority of VietJet Air customers are between the ages of 18 and
30 because this age group's passion for working and traveling increases the demand for moving from place to place over long distances
Out of a total of 220 survey responders who are VietJet Air service users, 62.3% is female, accounting for 137 of the total, while male subjects accounted for 37.7% (83 responders)
Image 4.3 Occupation Figure 4.3 Respondent occupations
Frequency | Percent | Valid Percent Cumulative
The given charts illustrate that there are four different groups of occupations in the collected sample of 220 survey participants It is obvious that the dominant group is students, with 200 people accounting for 90.9% in total While the group "Other" only makes up for 1%, which is the least The two last groups- private sector officers/employees and public sector officers/employees- both have the same percentage under one fifth, at 13% and 6%, respectively The obvious distinction between students and other groups indicates that VietJet Air has successfully catered to the travel demands of the student population
Frequency | Percent | Valid Percent Cumulative
According to the figures, the collected sample of 220 people is divided into four different groups Clearly, the numbers of students with monthly income under 3 million make up the highest proportion in total, which is over a half Coming in second place is 89 people with
26 average income per month from 3 to 10 million, at more than 40% The two last groups with income budgets from 10 - 20 million and over 20 million have nearly the same percentage, both under one twentieth, at 7% and 10% According to the statistics shown above, VietJet effectively targets the consumer group with a monthly income of less than 3 million and an average monthly income of 3 to 10 million Only a small number of travelers with monthly salaries more than 10 million VND use VietJet's services
4.2.1, Cronbach's Alpha Scale Reliability Test
The Cronbach's alpha coefficient is a statistical test used to assess the consistency and correlation among observed variables This relates to two aspects: the correlation between the variables themselves and the correlation of the scores of each variable with the overall scores of all variables for each respondent This method allows the analyst to eliminate unsuitable variables and restrict irrelevant variables in the research model because without doing so, we cannot accurately determine the variability and error of the variables Therefore, only variables with Corrected Item-Total Correlation greater than 0.3 and an Alpha coefficient greater than 0.6 are considered acceptable and appropriate for inclusion in further analysis (Nunnally and Bernstein, 1994) According to numerous researchers, if Cronbach's alpha reaches 0.8 or higher, the scale is considered good, indicating a stronger level of correlation
Main factors Encoding Number of Cronbach’s | Minimum Total
Conducting exploratory factor analysis, as per Hair & colleagues (2006), involves using the Principal Components method with varimax rotation (orthogonal) The Kaiser-Meyer-Olkin (KMO) statistic is an index used to assess the adequacy of factor analysis The KMO value
27 must reach a sufficiently high value (0.5 < KMO < 1) as a condition for the factor analysis to be appropriate If this value is less than 0.5, the factor analysis might not be suitable for the research dataset Subsequently, based on the Kaiser criterion, factors with Eigenvalues less than 1 will be removed from the model Finally, the cumulative variance extracted must exceed 50% for the model to be accepted
Figure 4.6 KMO and Bartlett’s Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0.770
Bartlett’s Test of Approx Chi-Square 2156.001
The results of the factor analysis indicate that the KMO statistic is 0.779, which is greater than 0.5, demonstrating that the data used for factor analysis is entirely suitable
Bartlett's test result is 2254.377 with a significance level Sig = 0.000 < 0.05, rejecting the null hypothesis HO: the observed variables have no correlation with each other in the population Therefore, the hypothesis of a correlation matrix between variables being an identity matrix is rejected, implying that the variables are correlated and meet the conditions for factor analysis
Factor analysis was conducted using Principal Components with Varimax rotation
Initial Eigenvalues Extraction Sums of Squared Rotation Sums of Squared
Total % of Cumulative | Total | % of Cumulative | Total % of Cumulative variance | % Variance % Variance | %
Six factors were extracted based on the criterion of Eigenvalues greater than 1, summarizing the information of the 23 observed variables included in the EFA optimally The total variance explained by these 6 factors is 67.000% > 50%, meaning these 6 factors explain 67.000% of the variance in the data of the 23 observed variables involved in the EFA
Extraction Method: Principal Component Analysis
Rotation Method: Varimax with Kaiser
Normalization a Rotation converged in 6 iterations
The rotation matrix results indicate that the 23 observed variables were grouped into 7 factors All observed variables have factor loading coefficients greater than 0.5, and there are no poor variables
There are no instances of variables loading on both factors with similar loading coefficients, ensuring convergence and differentiation of factors during EFA analysis Additionally, there is no factor overlap, meaning the questions of one factor are not mixed up with the questions of another factor Therefore, after the factor analysis, these independent factors remain unchanged, without adding or reducing any factors
Multiple linear regression analysis was employed to assess the importance of each component in the service quality scale based on customer perceptions of the service The proposed research model includes a dependent variable measuring customer satisfaction, five components in service quality, and variables regarding corporate image and price competitiveness
The adjusted R-squared value of 0.672 indicates that the model's fitness level reaches 67.2%,
The F-statistic value is determined to be 90.545, with a significance level Sig= 000, signifying that the multiple linear regression model fits the research dataset The