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Table of content Chapter 1: Introduction 1.1 Research Background 1.2 Research Motive 1.3 Research Purpose 1.4 Research Procedure Chapter 2: Literature Review 2.1 Review the service quality, perceived service quality, customer satisfaction 2.2 Relationship between Service quality and customer satisfaction 2.3. Review some Models used to analyze service quality and customer satisfaction Chapter 3: Research Design 3.1 Selected model and reason to modify model 3.2 Research hypotheses 3.3 Measurement of Variables 3.4 Data Collection Chapter 4: Research Result 4.1 Sample description 4.2 Reliability and Validity of Variable 4.3 Descriptive Statistics of Variable 4.4 Hypotheses test 4.5 Discussion Chapter 5: Conclusion 5.1 Finding and Contribution 5.2 Implication 5.3 Limitation References 3 Abstract This research applies the development of the tool 22 in SERVQUAL model to evaluate the quality of service customers receive in TGN2305 restaurant system. Following past research on the concepts and the operation of the construction quality of service received impact on customer satisfaction, research steps undertaken to measure the satisfaction level of customers in time of the study. Evidence of reliability and scale, the effectiveness of research and based on analysis of over 300 studies research model. The study conclusions about the relationship between quality of service received and customer satisfaction. Pointing out the expansion in future research.
THE INFLUENCE OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN THE FOOD & BEVERAGE INDUSTRY IN VIETNAM: A CASE STUDY IN THE SYSTEM THE GIOI NGHIENG 2305 RESTAURANTS Student name: Nguyen Manh Huy Advisor: Dr Pi Yun Chen Co-Advisor: Dr Ho Thuy Ngoc A Thesis Submitted to the Graduate School of Finance Shu - Te University For the Degree of Master of Business Administration Majoring in Finance May 2014 Table of content Chapter 1: Introduction 1.1 Research Background 1.2 Research Motive 1.3 Research Purpose 1.4 Research Procedure Chapter 2: Literature Review 2.1 Review the service quality, perceived service quality, customer satisfaction 2.2 Relationship between Service quality and customer satisfaction 2.3 Review some Models used to analyze service quality and customer satisfaction Chapter 3: Research Design 3.1 Selected model and reason to modify model 3.2 Research hypotheses 3.3 Measurement of Variables 3.4 Data Collection Chapter 4: Research Result 4.1 Sample description 4.2 Reliability and Validity of Variable 4.3 Descriptive Statistics of Variable 4.4 Hypotheses test 4.5 Discussion Chapter 5: Conclusion 5.1 Finding and Contribution 5.2 Implication 5.3 Limitation References Abstract This research applies the development of the tool 22 in SERVQUAL model to evaluate the quality of service customers receive in TGN2305 restaurant system Following past research on the concepts and the operation of the construction quality of service received impact on customer satisfaction, research steps undertaken to measure the satisfaction level of customers in time of the study Evidence of reliability and scale, the effectiveness of research and based on analysis of over 300 studies research model The study conclusions about the relationship between quality of service received and customer satisfaction Pointing out the expansion in future research Keyword: service quality, customer satisfaction, SERVQUAL, food and beverage industry, Thegioinghieng2305 restaurant Acknowledgments First of all I would like to sincerely thank him (her) Department of Finance, Shu-Te University, Taiwan, and the Faculty of International Training, Foreign Trade University in Hanoi, Vietnam has dedicated teaching and impart knowledge, valuable experience during Master of Business Administration Financial courses I would like to express special thanks to Dr Pi-Yun Chen, who has been the subject oriented and dedicated to guide and protect me during the course of this thesis I also thank Dr Ho Thuy Ngoc who has created the best conditions, encourage and cheer me during the process of learning and research to complete this final thesis Chapter 1: Introduction This chapter will give the background of the research, present the motivation and the research purposes During the past 10 years, especially since Vietnam joined the WTO 11/1/2007, Vietnam’s economy has developed fast speed, along with an extensive international integration on many areas, including the industries such as electronics, travel, culture and cuisine, A lot of investors from around the world have invested factories, business establishments in Vietnam As of 31/12/2013, there were 1,530 new projects were granted investment certificates, with total registered capital of U.S $ 14.48 billion, up 66.8% compared to the same period in 2012 Generally in by 2013, total newly registered capital and increase the 22.35 billion, up 35.9% compared to the same period in 2012 (Foreign Investment Department, Report 2013, http://baodautu.vn/so-lieu-chinh-thuc-fdi-vao-viet-nam2013-2235-ty-usd.html) The researchers was done nearly 10 years working in the field of restaurants, hotels; business activities mainly in the food & beverage industry In the context of international integration and economic growth will impact and change many elements in food industry, a question for researchers is: will such changes How to habits of consumers in the industry; and how to measure the factors that influence decisions and customer satisfaction in the food & beverage industry To find answers to these questions, the researchers began by learning about the history of the culinary industry in the world and the current state of food & beverage industry in Vietnam 1.1 Research background 1.1.1 The industry of food and beverage worldwide Based on the time available, the food and beverage industry appears earlier than the most other industries From primitive times, humans have known hunting and gathering to ensure the survival, adaptation and development Over millions of years of evolution and development of human society and, food & beverage is still the most important needs for every person, no matter in any country or culture in the world F&B is a common abbreviation for "Food and Beverage" in the United States and Commonwealth countries, including Hong Kong The sector/industry specializes in the conceptualization, making, and delivery of food Most F&B employees work in restaurants and bars, such as at hotels, resorts, and casinos Food & beverage (food & beverage that is complete) is a special system of views and traditional cooking practices, often associated with a particular culture It is often named after the region or the current culture A main dish is influenced by the ingredients available locally or through trade, trade exchange These colors bring food religion has a strong influence to the cuisine … Here are characteristic culinary culture of some countries in the world such as China, Japan, France, It is the country with long-standing cuisine, typical of the region and affect current much to the culinary culture of Vietnam Chinese cuisine originated from different regions of China and has spread around the world There is a huge cultural differences between different regions of China and thus lead to the difference between the cuisine of regions of China There are eight major culinary regions in China: Anhui, Cantonese, Fujian, Hunan, Jiangsu, Shandong, Szechuan, and Zhejiang A meal according to Chinese cultural injured two main components: (1) supply of flour called “main diet”, usually rice, noodles, or mantou, and (2) together with foods like vegetables , meat, fish, or otherwise known as “vegetables” It is this cultural concept is somewhat different from the cuisine of northern Europe and the U.S., where people considered meat or animal protein is the main food, and in common with most of the cuisines of the Mediterranean region Hai, mainly based on the foods made from wheat, such as pasta or cous cous Rice is the most important part of Chinese cuisine, however, many areas in China, especially northern China, the products made from wheat, such as pasta and assorted dumplings (as mantou) is dominant, as opposed to southern China where rice is the staple However, in many cases, the side dishes and rice is used later use as fried rice Soup is often used before and after a meal in South China Chopsticks are eating utensils of China (Chinese cuisine (n.d.) Retrieved from http://vi.wikipedia.org/wiki/%E1%BA%A8m_th%E1%BB%B1c_Trung_Qu%E1%BB%91c) Japanese cuisine is the cuisine originating from Japan Japanese cuisine is not too spicy abuse that highlights the emphasis on fresh flavors, pure natural food Japanese dishes often taste ethereal, gentle nature and consistent with each season Due to the geographical position are surrounded by four sea surface, seafood and seaweed make up the bulk of the Japanese diet Japanese staple food is rice; Japanese rice rolled in seaweed sheets of dark green, making sushi, is considered Japan national implementation In addition, food processing soy has special significance in Japanese cuisine Regarding drinks, famous for degenerate Japanese tea, pure green tea powder by processing the teacher; Here are the main types of tea for tea ceremony, rituals follow four main principles of “peace, respected, gracious, chaste” Rice Wine sakamai high concentrations name sake, derived from the Shinto ceremonies are also popular In addition, Japanese cuisine also shows subtle aesthetic thinking and ingenuity of the cook when furnished with only a few pieces at a corner of the dishes, so diners can see beauty of food items containers The Japanese dishes are rules to follow, “three-five”: five tastes, five colors, five measures Includes five tastes: sweet, sour, bitter, salty Iridescence have: white, yellow, red, green, black Grammar is: life, security, grilled, fried and steamed Compared with other countries, Japanese cuisine is almost never used spices Instead, we focus on the pure taste of the food ingredient: fish, seaweed, vegetables, rice and soybeans (Japanese cuisine (n.d.) Retrieved from http://vi.wikipedia.org/wiki/%E1%BA%A8m_th%E1%BB%B1c_Nh%E1%BA%ADt_B%E1 %BA%A3n) France is a country of culinary art and exquisite richness The French gourmet and very seriously about eating French cuisine is famous for wines, cheeses and dishes such as snails and foie gras fat Each region has its very own uniqueness Eastern had crepes, Saumur wine and cider Northern champagnevoi famous brands such as Veuve Cliquot, Roederer, Heidseik, Moët & Chandon, Laurent-Perrier Central to many types of cheese, cognac and white wine Sancerre Southwest with fatty foie gras and Bordeaux wine brand Particularly Paris is very famous for its coffee and cafes Coffee here in species diversity as well as serving form The traditional French dishes used a lot of fat Today, eating habits have changed or rance, they eat very little at dinner and breakfast to be the most important meal of the day The potato brought to urope was harles de l’ cluse, the son of the city of Arras (French cuisine (n.d.) Retrieved from http://vi.wikipedia.org/wiki/%E1%BA%A8m_th%E1%BB%B1c_Ph%C3%A1p) Characteristics of each cuisine differ about the origin of food, spices, processing techniques, the side dishes, However, there are similarities in the cuisines of the countries in the world are valuing the sequence of dishes throughout the duration of a meal This is the foundation for the development of elements of service, characteristics of the meals served Along with the rapid growth of the tourism industry, the development of the food industry contribute to the birth of many systems of hotels, restaurants, fast food outlets around the world such as Intercontinental, Accord ; Burger King, McDonald, KFC, Starbucks Coffee, Today, visitors and locals can enjoy the culinary specialties of the different cuisines at his regional visit and live The easy option and there are many more options with the well-known culinary product makes consumers tend to pay more attention to factors such services as on-time delivery, and service style, the important care center, From this starting stage where quality of service is seen as part of the process of consumer products cuisine 1.1.2 The industry of food and beverage in Viet Nam Culinary Vietnam is calling the method of cooking, spice blending principles and general eating habits of Vietnamese people in the country of Vietnam But most have some differences, culinary Vietnam still implied generalized to refer to all the popular dishes in the community of ethnic minorities but were relatively common in the Vietnamese community Additionally Vietnam territory is divided into three distinct regions, North, Central and South Main characteristics of geography, culture, ethnicity, climate regulation the specific characteristics of each region cuisine - domain Each domain has a sharp taste characteristics That contributed to Vietnam rich culinary diversity This is a cultural food uses a lot of vegetables (boiled, fried, making pickle, eaten raw); types of water especially sour soup, while the number of nutritious foods from animals less often What kind of meat is used most commonly pork, beef, chicken, geese, duck, crawfish, fish, crabs, snails, mussels, clams, oysters, etc These dishes from the less common meats such as dog meat, goat meat, turtle meat, snake meat, turtle meat usually not the main source of meat, sometimes considered specialty and is only used during a certain festival associated with drinking alcohol The Vietnamese also have a number of Buddhist vegetarian dishes made from plants A few more characteristics also distinguish cuisine Vietnam with other countries: Vietnam cuisine focuses delicious but sometimes not set goals is a leading food supplements So in the Vietnamese system of culinary dishes very little fussy, stewed security techniques like Chinese cuisine, also not in favor of aesthetic garnish altitude as Japanese cuisine, but in favor of coordination spice mix in a subtle way to get delicious food, or using tough materials, Enjoy crispy interesting though not really fat supplements (such as bamboo dishes Cuisine of Vietnam features: Sociability or diversity; As little fat; As of flavor; As the sum total of many qualities, many; As tasty and healthy; As with chopsticks; Community or collectivity; Hospitality; As the wheels move Vietnam Cuisine featuring the middle of mixing ingredients not too spicy, too sweet or too fatty The extra ingredients (spices) to Vietnam processed foods are abundant Didier Corlou - chef of the Sofitel Hotel in Vietnam cuisine is family He enjoy exploring to find out about special sauces available in all daily meals Vietnam regardless of budget or luxury He went through a lot of land famous for fish sauce, perceived and experienced countless interesting stories (source: http://www.vntravellive.com/news/chuyengia-noi-ve-am-thuc-viet-862.html) According to Dr Nguyen Nha - Institute of Food Research Vietnam, Vietnam cuisine took root natural, delicious and healthy again recently Very little fat, less meat, more vegetables and fruits From the raw material to the accompanying spices, are also eaten fresh During cooking, the Vietnamese prefer boiled, steamed to retain the natural taste of food (source: http://www.mysonsanctuary.com.vn/tam-diem/60/480/xay-dung-thuong-hieu-quocgia-cho-am-thuc-va-pho-viet/) While enjoying the food, mixing nature a synthetic material above become clearer as Vietnamese people rarely eat any particular food, enjoy each dish, which is usually a meal totality food meal from start to finish A new feature of Vietnam cuisine that other countries, especially Western countries not have the spicy sauce Fish sauce is frequently used in most dishes of Vietnam There are also sauces like soy sauce, soy sauce (soy) Sauce bowl of rice on a platter to share, from past to present as bold taste more dishes taste better characterized and characterization of close-knit community of Vietnamese people Despite the above general definition, cuisine Vietnam have different characteristics in each region, though in each region of the sub-regional cuisine also shows characteristics Northern cuisine is often not the bold spicy, fatty, sweet in other areas, primarily using diluted fish sauce, shrimp paste Use more vegetable dishes and fresh seafood readily as shrimp, crab, fish, clams, mussels etc and generally, ancient traditions have poor agriculture, Northern cuisine at prevailing before the main dish with raw meat, fish Many people appreciate a cuisine Hanoi, said that it is the most typical representative of the culinary elite northern Vietnam with the pho, bun thang, bun cha, the Round gift as nuggets, rolls cake Thanh Tri etc and special spices like belostomatid oil, basil Lang Southern Cuisine is where much influenced by Chinese cuisine, Cambodia, Thailand, are characterized by a merchant or use more sugar and coconut milk (juice and coconut water creep) This cuisine also spawned numerous kinds of dried fish (Such as colorful fish sauce, fish sauce dropout, three aspects sauce etc) Southern cuisine is also used more seafood than saltwater and brackish North (fish, shrimp, crabs, sea snails), and very special to the rustic, typical of a time to expand the country now they have become more specialties: TAL coconut water voles, bats attractive welcome, cobra green bean porridge land, track, dirt road or street dates, Vop pallet, snakehead trui etc Food in Central region to all of its special nature expressed through distinct flavor, spicy and salty foods more than food north and south, blended colors rich, brilliant, natural color red and dark brown The central cities like Hue, Da Nang, Binh Dinh famous sauce with shrimp and tomatoes the kind of shrimp sauce In particular, the influence of Hue cuisine from royal cuisine, so very picky in processing and presentation On the other hand, not have much local produce royal cuisine that requires a large amount of food, every kind of processed materials are very diverse with many different dishes With 54 ethnic groups living in diverse geographic regions throughout the country, every ethnic cuisine of the ethnic communities in Vietnam have separate identities Many of these little dishes known in other nations, such as pork mixed phèo young life of Highland peoples However, many dishes have become specialties of Vietnam and the country was known as the South dropout sauce, egg rolls (Cao Bang, Lang Son), consistent Coong cake (Tay ethnic group), Pig milk and honey roast duck hook, humiliation Lang Son password, tomato soup, porridge bee larvae, longer effervescent, trying to win, grill dishes of the Thai sticky rice, meat, sour Thanh Son, Phu Tho, etc Characteristics focus is more delicious food supplements, along with typical culinary Vietnam sociable nature and community, these things are more or less influenced style of dining Vietnam This represents at most restaurants in Vietnam are open to serve customers in the sale of the curb, street, corner, with style mainly self-service, low service requirements Therefore, during a long time, Vietnam cuisine is known for its cuisine “sidewalk” along with vermicelli brand as Vermicelli “scold” Ngo Si Lien, Porridge “cursed” Ly Quoc Su, Noodle soup “queue” Bat Dan, According to the Vietnamese’s footsteps around the world, Vietnamese cuisine with all its character gradually known to many in other countries like South Korea, Laos, China and European countries have Vietnamese community occupant You can easily find restaurants Vietnam in the United States, Canada, France, Australia, Czech Republic, Germany, Poland and Russia Net Vietnamese dishes like pho, spring rolls and special spices such as shrimp paste, basil is very popular in the east Asian region, including Vietnamese, live However cuisine Vietnam in countries around the world have more or less hybridized with the native cuisine, or reducers, changing to better suit the taste of local communities around the world In the context of global economic integration, Vietnam joined the World Trade Organization WTO 11/1/2007, become a member Economic Cooperation Forum Asia Pacific APEC dated 15/11 / 1998, Vietnam targets of the integration period is 2020 to expand bilateral cooperation, multilateral, comprehensive cooperation in the fields of politics, economy, society with all partners and friends around the world Also during this period, more than 10 years ago, along with the achievements in the fields of politics - society, economy, Vietnam has also changed markedly, especially in the field of real estate, construction, commercial, a lot of commercial office complex, new urban centers, shopping centers, entertainment was formed and developed Along with the formation and development of many fast food chains, restaurant cuisine with famous brands in the world such as KFC, Burger King, McDonald, Lotteria, or domestic brands emerging in Vietnam as: Seoul Garden, SumoBBQ, Highland Coffee, Long Dinh Restaurant, Thegioinghieng 2305 Restaurant, 1.1.3 Introduce about the Thegioinghieng 2305 restaurants The Thegioinghieng 2305 restaurant system under Thanh Long Co.,Ltd the offices in P307A - An Sinh building - Cau Dien Ward - Nam Tu Liem District - Hanoi The main fields of activity of the Thanh Long Co.,Ltd.: restaurant business, providing mobile catering services, food supply organic and clean food, has almost 200 employees working at the Thanh Long Co., Ltd The Thegioinghieng 2305 restaurants system includes three restaurants: The Thegioinghieng 2305-My Dinh restaurant, The Thegioinghieng 2305-Me Tri restaurant and The Thegioinghieng 2305-Phuc Dien restaurant These are all well-known restaurant, leaving a strong impression with diners by the food product diversity, richness, room service, caring and training space most unique architecture in Hanoi In December 2007, the first Thegioinghieng 2305 restaurant established at address: 235 Le Duc Tho Street, My Dinh commune, Tu Liem district, Hanoi city, known nicknamed “Thegioinghieng 2305-My Dinh” Since its establishment new restaurant has made a strong impression that the space unique architecture, delicious food is incredible After a short time the restaurant has become the largest restaurant in the district of Tu Liem Located Stadium My Dinh National 500m long, with spacious grounds, parking areas should facilitate Thegioinghieng-My Dinh is the first choice of customers in the region Features of the restaurant's biggest architectural space "strange" and "unique" to run around the lake restaurant, with red tile roofs combine antique decorative lighting, deep, luxurious dining room … giving a feeling of comfort, especially while enjoying the rich food "in the sky, in the woods, in the sea" come from all regions of the country 10 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations I delete two variables (the difference between two unsigned factor loading is less than 0.1) After deleting variable F1Q3 vand F1Q4, return the factor analysis would be necessary (table 5.1) Table 5.1: Rotated Component Matrixa Component Individual attention 757 Promised service 757 Willing to help 743 Specific needs 785 Operating hours convenient 805 Personal service 735 ustomers’ best interest at heart Never too busy 682 552 Safety 777 Consistently courteous 776 mployees’ knowledge 724 Instill confidence 693 Overall evaluation of quality experience with 672 service (post-purchase) Evaluation of reliability experience (post- 639 purchase) Evaluation of customization experience (post- 483 purchase) Provide the service 786 Keeping the promise 776 ustomers’ problem solving 690 Perform the service 675 Tell exactly -.505 Accurate record 429 Appropriate location 718 Parking area 695 Physical facilities 579 Equipment 771 38 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations 4.3 Descriptive Statistics of research Variables In Table 6, the group questions about Tangibility is the customers satisfied with the Employees’ appearance achieved the highest average score of 4.06 with a standard deviation of 783 with maximum satisfaction score was and the minimum is Look at all of the questions in this section of the table shows the customers of TGN2305 have high satisfaction levels with Tangibility Next, we can say that there are two questions related to the level of satisfaction with the Accessibility for all questions and gain points on average over 4:03 Ultimately, all the customers of TGN2305 are highly satisfied with the Accessibility Conference of TGN2305 However, the group questions about customers Responsiveness competition but not exactly happy with Tell the highest average gpa is 2.83 with a standard deviation of 1.204 As a result, all of TGN2305 satisfied customers at an average low for the service they receive Table 6: Descriptive Statistics Std N Minimum Maximum Mean Deviation Tangibility Equipment 304 3.53 954 Physical facilities 304 3.86 798 304 4.06 783 304 3.74 793 Appropriate location 304 4.03 844 Parking area 304 4.08 811 Keeping the promise 304 3.45 970 Customers’ problem solving 304 3.57 906 Perform the service 304 3.71 779 Provide the service 304 3.45 960 Accurate record 304 3.80 855 Tell exactly 304 2.83 1.204 Promised service 304 2.40 1.113 Willing to help 304 2.26 1.039 mployees’ appearance Material Accessibility Reliability Responsiveness 39 Never too busy 304 2.41 1.001 Instill confidence 304 3.64 968 Safety 304 3.76 889 Consistently courteous 304 3.88 926 mployees’ knowledge 304 3.68 922 Individual attention 304 2.46 1.145 Personal service 304 2.52 1.078 Specific needs 304 2.37 999 304 2.30 947 304 2.54 1.239 304 3.84 877 304 3.59 782 304 3.68 840 Assurance Empathy ustomers’ best interest at heart Operating hours convenient Perceived service quality Overall evaluation of quality experience with service (post-purchase) Evaluation of customization experience (post-purchase) Evaluation of reliability experience (postpurchase) 4.4 Hypothesis Test After conducting factor analysis to categorize groups of variables into factors as in Table (rotated Component Matrix), I conducted an average of variable factors as follows Start making a turn for the factors of variable Tangibility Mean_F1 (F1Q1, F1Q2, F1Q3, F1Q4); Next to the average for the remaining factor And one more variable control variables such as gender and age group has been recoded to The following statistical hypothesis: H1: Tangibility has a positive impact on perceived service quality H2: Accessibility has a positive impact on perceived service quality H3: Reliability has a positive impact on perceived service quality H4: Responsiveness has a positive impact on perceived service quality H5: Assurance has a positive impact on perceived service quality H6: Empathy has a positive impact on perceived service quality 40 H7: Perceived service quality has a positive impact on customer satisfaction Test of Homogeneity of Variances Mean Tangibility Levene Statistic df1 7.353 df2 10 Sig 291 000 ANOVA Mean Tangibility Sum of Squares df Mean Square Between Groups 16.077 12 1.340 Within Groups 79.019 291 95.097 4.934 Sig .272 Total F 000 303 Test of Homogeneity of Variances Mean Accessibility Levene Statistic df1 2.703 df2 10 Sig 291 003 ANOVA Mean Accessibility Sum of Squares Between Groups df Mean Square 11.547 12 962 Within Groups 130.807 291 142.354 2.141 Sig .450 Total F 015 303 Test of Homogeneity of Variances Mean Reliability Levene Statistic df1 3.944 df2 10 Sig 291 000 ANOVA Mean Reliability Sum of Squares df Mean Square Between Groups 46.983 12 3.915 Within Groups 87.366 291 300 134.349 303 Total Test of Homogeneity of Variances Mean Responsiveness 41 F 13.041 Sig .000 Levene Statistic df1 3.221 df2 10 Sig 291 001 ANOVA Mean Responsiveness Sum of Squares Between Groups df Mean Square 11.249 12 937 Within Groups 174.215 291 185.464 1.566 Sig .599 Total F 101 303 Test of Homogeneity of Variances Mean Assurance Levene Statistic df1 2.671 df2 10 Sig 291 004 ANOVA Mean Assurance Sum of Squares Between Groups df Mean Square 60.859 12 5.072 Within Groups 110.937 291 171.796 13.303 Sig .381 Total F 000 303 Test of Homogeneity of Variances Mean Empathy Levene Statistic 1.971 df1 df2 10 Sig 291 036 ANOVA Mean Empathy Sum of Squares Between Groups df Mean Square 22.910 12 1.909 Within Groups 203.532 291 226.442 2.730 Sig .699 Total F 002 303 I see all the index sig (2-tailed) are less than 0.01 Hence, there is a correlation between Tangibility with perceived service quality; between Accessibility with perceived service quality; between Reliability with perceived service quality; between Responsiveness with perceived service quality; between Assurance with perceived service quality 42 However, I not have clear evidence to say that empathy variables related to perceived service quality, so p > 01 should not be statistically significant (Hypotheses H6 has no evidence) 4.5 Discussion From the results of the above analysis indicates that there is a correlation between Tangibility with perceived service quality; between Accessibility with perceived service quality; between Reliability with perceived service quality; between Responsiveness with perceived service quality; between Assurance with perceived service quality; … 43 Chapter 5: Conclusion Survey focus of this thesis is done for the purpose of: - (1) First of all, to measure the level of satisfaction of existing customers - (2) Second, to identify the main factors influencing affect customer satisfaction using quantitative methods - (3) Third, to measure the magnitude of the impact of factors affecting customer satisfaction The parameter data collected from the survey will be used as a database scale, providing readers and researchers an overview and accurate satisfaction level of customers in the restaurant system TGN2305, the relationship of this quantity to other factors exist in the survey, which included proposals and measures to improve the level of satisfaction of customers in the restaurant system, and in particular TGN2305 and other general areas 5.1 Findings and Contribution From these findings, we found that the customers in the restaurant chain TGN2305 had high levels of satisfaction for Parking area and mployees’ appearance of TGN2305 with an average score 4.08 and 4.06 respectively However, the score for the question “ mployees of TGN2305 are not always willing to help the ustomers” is quite low, at only 2:26 Score for the question “TGN2305 does not have your best interests at heart” also at 2:30 In addition, the satisfaction level of the customers needs and the Promised Specific service at a low average to average score 2.37 and 2.40 respectively This proves that the customers in the restaurant system is having a problem with TGN2305 Specific needs and Promised service Therefore, the management of restaurant chains TGN2305 interested to note how to solve this problem Specific service needs and Promised stories are age-old problems and customers are not always satisfied Therefore, managers should focus on improving staff awareness on this issue If you solve this problem, the customer will feel satisfied when using the service in the restaurant system TGN2305 Satisfaction of customers on Reliability, each with average scores on 3:45 The average score of the two to speak the dragon at an average of customers with this aspect However, we can still improve customer satisfaction even further by a greater interest in the service change process, management; more to empower service department proactively address the majority of problems that arise for clients Satisfaction of customers of Responsiveness, most have average scores above 2.26 respectively The average score would suggest running low satisfaction of customers with this aspect But the satisfaction level of customers on You not receive prompt service from TGN2305s employees, only a moderate low, with an average score of 2.40 I can improve customer satisfaction by asking employees held in position in the service area for the duration of customers who use the service; service officers need to focus and concern for customers request more Satisfaction Assurance customers’ average score 3.64, respectively; 3.68; 3.76 and 3.88 The average score of the two to speak the dragon at an average height of high and 44 customers with this aspect This shows that, of the restaurant staff are well trained in terms of skills and professional; advisory capacity, good customer service; TGN2305 also focuses on emotional development, extracurricular activities, but to enhance moral values, culture, improving working environment for staff As a result, customers feel comfortable, trust in dealing with staff as well as when using the services at TGN2305 Satisfaction of customers of Empathy scores on average 2:30 The average score would suggest running low satisfaction of customers with this aspect This shows that, of understanding and TGN2305 staff to customers is not high On the other hand, every customer has high requirements on the service side, about personal attention to customers However, the restaurant service industry is an industry community nature, collective provision service into high focus on customer groups rather than individual customers As a result, the average score low on empathy can understand 5.2 Recommendations Suzana markovic concluded that the modified version of the servqual model is suitable for use by hotel managers in gaining easily interpretable and reliable data on hotel guests’ attitudes regarding perceived service quality The results of this study suggest that solving guests’ problems, performing error-free service, employees’ attitude, appropriate location, and the appearance of the facilities are the key attributes for a hotel’s success on the Opatija Riviera Thus, the findings can be used as a guide for hotel managers to improve crucial quality attributes and enhance service quality and business performance Original investment model (SERVQUAL) of Parasuraman (1988), in this study, I studied Accessibility extra edge As a result, customer satisfaction correlated with accessibility (second hypothesis proven) In addition, the factors of accessibility achieved customers appreciate In future research, but my editor will apply accessibility as part of a research model of service quality Compared with all previous studies on the quality of service received was use SERVQUAL model contest more I studied the influence of the quality of service received to the satisfaction of customers The research results indicate that, the satisfaction of customers affected by a high quality of service received (see Chapter 4) From the results of the study, helped me a lot in designing measures to improve the quality of services received in order enhance the satisfaction of customers for the restaurant chain TGN2305 5.3 Limitation Due to the size and time does not allow researchers should still be an issue in the dissertation research - The feedback collected in this survey is the majority opinion of the customers, so the results may not reflect the most accurate and objective situation 45 - The nature of services is a product of different models and from time to time This research survey was only one small customer base (over 300 people), in some time (less than week) Therefore, results are not an accurate representation of the quality of service in the restaurant system TGN2305 To resolve this limitation, I will continue to repeat this survey months / time in the restaurant system TGN2305 Average results after the survey multiple times (4 times / year), it will more accurately reflect the quality of service in the restaurant system TGN2305 - Due to the scope of activities of daily TGN2305 only one year in Hanoi area subject to the 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Khung c nh c a TGN2305 nh n tr n đẹp mắt (TGN2305's physical facilities are visually appealing.) Nhân viên c a TGN2305 mặc đồng phục đẹp gọn gàng xuất hi n (TGN2305's employees are well dressed and appear neat.) C sở v t chất th c đ n t r i website ) c a TGN2305 phù h p với lo i hình kinh doanh dịch vụ (The appearance of the physical facilities of TGN2305 is in keeping with the type of services provided as: menu, pamphlets,website…) TGN2305 vị trí thích h p di chuy n đ n (TGN2305 has a appropriate location.) TGN2305 có khu v c đỗ xe thu n ti n (TGN2305’s parking area is comfortable.) TGN2305 đ p ứng dịch vụ th i ian ca k t (When TGN2305 promises to something by a certain time, it does so.) hi kh ch h n ặp vấn đ , TGN2305 lu n thấu hi u v l kh ch h n nt (When you have problems, TGN2305 is sympathetic and reassuring.) TGN2305 có chất l ng dịch vụ đ n tin c (TGN2305 is dependable.) TGN2305 lu n phục vụ t c ch kịp th i v đ n hẹn (TGN23 provides its services at the time it promises to so.) TGN2305 l u iữ lo i b o c o hóa đ n phi u đặt b n ) xác (TGN2305 keeps its records accurately.) TGN2305 khơng nói r th i kh ch h n đ c phục vụ.(-) (TGN2305 does not tell customers exactly when services will be performed.)(-) Nhân viên c a TGN2305 kh n nhanh chón phục vụ kh ch h n (-) (You not receive prompt service from TGN2305’s employees.)(-) Nhân viên c a TGN2305 không sẵn sàng i p đ kh ch h n (-) (Employees of TGN2305 are not always willing to help customers.)(-) Nhân viên c a TGN2305 b n r n đ đ p ứng kịp th i yêu cầu c a khách hàng.(-) (Employees of TGN2305 are too busy to respond to customer requests promptly.)(-) Khách hàng có th tin t ởng nhân viên c a TGN2305 (You can trust employees of TGN2305.) Khách hàng c m thấ nt iao dịch với nhân viên c a TGN23 (You feel safe in your transactions with the TGN2305’s employees.) TGN2305 có đ i n ũ nh n vi n lịch s (Employees of TGN2305 are polite.) TGN2305 lu n hỗ tr đầ đ v k n n n hi p vụ ) đ nh n vi n ho n th nh t t c n vi c 51 (Scores) 5 5 5 5 5 5 5 5 5 ( Employees get adequate support from TGN2305 to their jobs well.) 20 21 22 23 24 25 26 27 TGN2305 kh n uan t đ n t n kh ch h n (-) (TGN23 does not give you individual attention.)(-) Nhân viên c a TGN2305 kh n uan t đ n t ng khách hàng.(-) (Employees of TGN23 not give you personal attention.)(-) Nhân viên c a TGN2305 kh n nắ bắt đ c nhu cầu c a kh ch hàng.(-) (Employees of TGN2305 not know what your needs are.)(-) TGN2305 kh n đặt l i ch c a kh ch h n l n h n đầu.(-) (TGN2305 does not have your best interests at heart.)(-) Th i gian ho t đ ng c a TGN2305 không phù h p với khách hàng (-) (TGN2305 does not have operating hours convenient to all their customers.) nh i tổn th chất l n dịch vụ c a TGN2305 l cho b n c thấ h i lòn (Overall evaluation of quality experience with service in TGN2305 make you feel satisfaction.) nh i kinh n hi l linh ho t c a 2305 l cho b n c thấ h i lòn (Evaluation of customization experience in TGN2305 make you feel satisfaction.) nh i kinh n hi v đ tin c c a TGN2305 l cho b n c thấ h i lòn (Evaluation of reliability experience in TGN2305 make you feel satisfaction.) in u kh ch h n cho bi t th N m sinh (age): 5 5 5 5 t v i th n tin c nh n (Personal Information): … Gi i t nh (Gender): Nam n : T n su t n TGN2305: l n th ng l n th ng (Frequencies to TGN2305): once month times month Tr nh (Education): i h c (graduate) Tr n Ngh nghi p (job): (Male/female): l n th ng times month i h c (Master, Ph.D) … 52 h c: … Other: … h c (other):… ... precise about the meaning and measurements of satisfaction and service quality Satisfaction and service quality have certain things in common, but satisfaction generally is a broader concept, whereas... satisfaction in the food and beverage industry in Vietnam as a whole and in the Thegioinghieng 2305 restaurants • Step 5: Data Analysis • Step 6: Research Findings • Step 7: Conclusion 13 Chapter... service quality, ustomers’ satisfaction, and the relationship of the these factors Based on these studies, the impact materials have on service quality on customer satisfaction in the food &