Evaluation of customer satisfaction using vinaphone

The study results will indicate the level of customer satisfaction for each factor and affects satisfaction is how so that there are suggestions to improve the quality of service and als

Chapter I

1 REASON SELECTED THEMES:

Customer satisfaction with the product - service is a matter of survival of every business In today's context, the progress in terms of technology, mobile telecommunication services are now becoming popular and indispensable for people in everyday life The fact that Vietnam has recently enrolled on the world map and telecommunications global 3G map Thereby showing the growth of the telecommunications industry in Vietnam Especially when there are many competitors

is the study of quality of service provided to customers of every business is essential to retain customers as well as attract potential customers

On 19/08/2009 , the Ministry of Information and Communications granted official permits network settings and provides mobile telecommunications services for Telecommunications Corporation Telecom Indochina ( Indochina Telecom ) With this license , Indochina Telecom became the 8th mobile network in Vietnam are allowed to establish provider networks and mobile communications But up to now , Vietnam's mobile market is in the " real military war " with 4 service provider is Mobiphone , VinaPhone, Viettel , EVN Telecom The battle between the mobile networks are becoming increasingly fierce , fierce as " market share pie " was shredded and not " pie

" as before According to the Ministry of Information and Communications, through

2012 there were 130 million mobile subscribers of all types, including mobile phone subscribers is estimated at 110 million - more than the population (now 86 millionpeople)

However, the booming market of subscribers would create the risk of a decline in quality, but also imply that there is a great opportunity, mobile network towering above the quality, keep safety and stability of the network will most probably break up Looking at the 2013 plan of the three "big", the only new development is set in half compared with 2012 figures This shows that they agree well with predictions by economists that in 2013 the mobile telecommunications market will gradually go into saturation The ability to increase subscriber is not high, so keep the policy will be the mainstream of the network

Being a member of Post and Telecommunications Group, Vinaphone and Mobifone two pioneering companies in the field of mobile communications in Vietnam An obvious reality, though, is to go ahead, but now the market share of the mobile market surpassed VinaPhone Viettel Besides the emergence of new mobile networks to form the fierce competition VinaPhone can not sit still anymore Before such a situation, VinaPhone to do to maintain its market share and develop in the future? With forecasts like this, there must be action VinaPhone redirect attract subscribers by increasing the quality of services that enhance customer satisfaction But how to know what was the thing that interested customers? And what factors affect satisfaction that ?

That's why I chose Research Proposal:

“Evaluation of customer satisfaction using VinaPhone”

2 STUDY OBJECTIVES:

2.1 The overall objective:

Discover the factors affecting customer satisfaction VinaPhone use The study results will indicate the level of customer satisfaction for each factor and affects satisfaction is how so that there are suggestions to improve the quality of service and also improve high competitiveness of the company

- Evaluate customer satisfaction about network services VinaPhone

3 SUBJECT AND SCOPE OF THE STUDY:

- Research Subjects: Customers using the service VinaPhone

- Scope of the Study: Ho Chi Minh City

4 METHODOLOGY:

4.1 Research Process:

Process research is designed as follows:

- Type variables correlated variables small total

- Check coefficient alpha

- Type of variable weights < 0.5

- Test the fit of the model

- Testing the hypothesis

Testing hypotheses about differences based

on analysis of variance ANOVA

Figure 1 RESEARCH PROCESS

- Quantitative research: Research is the official research with quantitative data collection technique is interview -based questionnaire close views, opinions of customers about service quality mobile communication action Complete response data will be processed with the aid of SPSS 16.0 software

- Quality of service model

for mobile field

Models and Scale

Information collected will be processed by SPSS 16.0 software Scale after being assessed by the method reliability coefficient Cronbach 's Alpha and factor analysis EFA discovery, regression analysis and correlation analysis of variance was used to test the research model

5 STRUCTURE OF TOPICS:

 Part I Overview of research

 Part II Content

The study is divided into five chapters with the following specific content:

 Chapter 1: Overview of research topics

 Chapter 2: Presenting the theoretical basis of service quality and customer satisfaction, the relationship between service quality and satisfaction, the research model of service quality and satisfaction customers The team hypothesize factors affecting customer satisfaction in the field of mobile communication and provide a research model

 Chapter 3: Presenting research methods to evaluate and test scale models of research topics

 Chapter 4: Presentation of the results of the analysis of information, research results are mainly based on results through the use of SPSS 16.0 software Assessment results collected and analyzed have been Giving confirmed the validity of the research process

is appropriate and useful Comment quality mobile communication services VinaPhone

 Chapter 5: Recommendations and proposed a number of policy recommendations to increase customer satisfaction for VinaPhone

 Part III Conclusion

Summary results of the study have been clearly stated and the limitations of the research and studies suggest the next step

BASE MODEL THEORY

AND RESEARCH

Chapter II

- Intangibility: A pure service can not be evaluated using any body senses before it is purchased Therefore, to reduce uncertainty, buyers will look for evidence of the quality

of service from their subjects exposed equipment that they see

- Inseparability: Characterized by the service is produced and consumed simultaneously at the same time If someone is leasing services , the service provider will be part of the service, whether the service provider is real people or machines Because customers will also be present at the services provided to the interactions between service providers and customers is a special feature of services marketing

- Variability: Shown in the quality of service characteristics depend on the service provider , depending on the time, place and manner of service provided

- Perishability: other services with normal good in that it can not be stored In other words, service sensitive than other conventional cargo before the change and the diversity of needs When needs change, companies often have difficulty service so the service companies always find a way to match supply and demand together, such as restaurants hire more part-time staff to served in the peak hours

In addition to the above properties, the service can be described with the other attributes

change, as well as the relationship between these processes, can make it difficult to maintain a consistent quality

- Need more Human Services include significant human activity, rather than on the process correctly Therefore, management of human resources is very important Human factor is often the key factor bringing success in the service industry

- Fluctuations needs: It is difficult to predict demand Demand can vary by season , time of day, the business cycle

- Must be present to purchase the service: Most of the service providers are required

to have a high level of interaction between customers and service providers

2 QUALITY SERVICE:

Service quality is a concept made headlines and controversy, researchers have difficulties in defining and measuring service quality without any consistency ( Wisniewski , 2001)

Quality of service is defined in many different ways depending on the object of study and research environment :

Quality of service must be judged on two aspects : ( 1 ) the process of providing services , ( 2 ) the results of the service ( Lehtinen & Lehtinen , 1982 )

Grönroos ( 1984 ) also proposed two components of quality service are: ( 1 ) technical quality, what customers get, ( 2 ) functional quality , interpretation services are provided as How

Quality of service is a service level that meets the needs and expectations of customers ( Lewis & Mitchell , 1990 ; Asubonteng & CTG , 1996 ; Wisniewski & Donnelly , 1996 )

Edvardsson, Thomsson & Ovretveit (1994 ) said that : quality services to meet the service expectations of our customers and satisfy their needs

But when it comes to quality services we can not fail to mention the huge contribution of Parasuraman et al ( 1988.1991 ) Parasuraman & CTG ( 1988 , page 17 ) defines "Quality of service is the level difference between the expectations of the consumers of services and their perceptions of the outcome of the service "

Understanding quality of service is the basis for the implementation of measures

to improve the quality of service of mobile communication network So it is not only important in establishing development goals but also orient VinaPhone promote its

strengths in the best way Service quality can be understood through its characteristics Considering the overall quality of services includes the following characteristics :

2.1 Superiority:

For customers, quality service is a service that demonstrates superior

"Vietnamese" your product than other similar services And this superiority makes Vietnam service quality to become competitive strengths of the supplier The superiority evaluation of service quality is influenced greatly by the comments from people who use services This relationship has important implications for the assessment of service quality from customers in marketing activities and research of customer satisfaction

2.2 Specificity of the product:

Quality of service is the sum of surface and core essence crystallized in creating products and services of the characteristics of products and services Therefore, services

or products are high quality will contain many " outstanding features " than the level services This distinction pertains to identify dominant attributes tangible product

low-or intangible service It is because of these characteristics that clients can identify the service quality of other VinaPhone with competitors However, in practice very difficult to identify the core characteristics of services fully and accurately Therefore, this characteristic does not have absolute value relative only help to identify the quality

of services in specific cases only easier

2.3 As supply:

Quality of service associated with the process of implementation, service delivery to customers Therefore, the deployment of services, serving style and how service providers will determine the quality of service is good or bad This is the internal factor is dependent on the expression of the service provider Therefore, to improve service quality, service providers first need to know to improve internal factors

to create a long-term strengths of his own in the provision of services to customers

2.4 As satisfying:

Services are designed to meet customer needs Therefore, the quality of service necessary to satisfy customer needs and requirements of customers taking as a basis to improve service quality If customers feel that the service does not meet their needs, they will not be satisfied with the quality of service they receive In the modern

business environment, the characteristics become more and more important than ever because the service provider must always pay attention to customer needs and try our best to meet those needs It would be useless and no point providing quality services that customers are not assessed value

In terms of customer service, "features satisfying" and includes the meaning of

"computer supply" The reason is because the quality of services starting from the mobile network information capture needs of customers when deploying services But

in the process of implementing the provision of services that customers will feel satisfied or not and then feel the quality is good or bad service If supply carries intrinsic factor is calculated to satisfy the demand driven by external impact more

2.5 Calculate the value creation:

Obviously, the quality of service associated with the value created to serve customers Services not produce all the values are not considered quality For example, mobile communication networks and creating customer value is the object that receives the value So, considering the quality of service or more specifically, the value of giving customers depend on assessment of the client, not the network Typically, customers are welcome to bring value and service to compare them with what they expect to receive

In other words, calculate the value of quality of service also much affected by external factors (customers) rather than internal (home network) Quality of service is a service to create value not only meet customer needs but also to beyond the desires of customers and make VinaPhone become more prominent competitors Therefore, the calculated value creation is the basic feature and is the foundation for the construction and development of VinaPhone quality services

STANDARD 68-186:2006 "Telephone service on mobile telecom network ground - Quality Standards" was built on the basis of the review, additional STANDARD 68-186: 2003 "Telephone service on mobile networks Public Land - Quality Standards" issued by Decision 161/2003/QĐ-BBCVT date 30/9/2003 Minister

of Posts and Telecommunications defined as follows: "Quality of service is the result of the aggregate indicators of the level of user satisfaction with the service for that service."

Under this standard, the quality of service targets this sector is divided into two parts as follows:

3.1 Technical quality criteria:

3.1.1 The percentage of calls are successfully established: the ratio of the number of

calls is set on the total number of successful calls ( 92%)

3.1.2 The rate of dropped calls: is the ratio between the number of dropped calls on

the total number of calls are successfully established ( 5%)

3.1.3 Voice quality: an indicator of quality integrated voice transmission over voice

channels are determined by averaging the MOS scale from 1 to 5 according to

recommendation P.800 Telecommunication Union ITU world ( 3,0 point)

3.1.4 Accuracy rates recorded:

a) The rate of false calls charges were recorded: the ratio of the number of calls

recorded on total freight false calls ( 0,1%)

Calls are recorded false charges include: freight call record but no real, actual call charges but not recorded, record calls wrong number caller or the called number, the call charges are recorded length greater than 1 seconds in absolute value compared

to the actual length of call conversation; recorded call charges start time wrong than 9 seconds in absolute value compared to the time taken in accordance with the national standard clock

b) The rate of talktime charges were recorded wrong: is the ratio between the total

value of the absolute wrong time record of the call recording false charges on the total duration of calls ( 0,1%)

3.1.5 Call rate charges, billing errors: the call rates are charged or invoiced on the

total number of false calls ( 0,01%)

Business service providers to store data within the original charging at least 180 days, including day, month, year make calls, start time, end time (or length of calls) , computers are called (international calls: country code, area code, number of subscribers domestic call: zip code, number of subscribers), the cost of each call

3.2 Quality of service targets:

3.2.1 Availability of services: the percentage of time that the network is willing to provide services to clients ( 99,5%)

3.2.2 Complaints about the quality of customer service: the dissatisfaction of clients

for business services provided by the complaint (not to exceed 0.25 complaints per 100 customers in 3 months)

3.2.3 Feedback Customer complaints: the text of the enterprise service provider notify

customers complaint about receiving and reviewing complaints resolved (within 48 hours for 100% customer complaints complaints from the time of receiving the complaint)

3.2.4 Customer support services: service inquiries, manuals, providing relevant

information and notify customers headquarters, telephone number, fax customer support service (24 hours a day )

4 RELATIONSHIP BETWEEN SERVICE QUALITY AND CUSTOMER SATISFACTION:

4.1 The concept of customer satisfaction:

According to the concept of psychology: " Customer satisfaction is a psychological state arising stimulate the customer has received the product or service along with its information "

There are many different perspectives on evaluation of customer satisfaction Customer satisfaction is their reaction to the perceived difference between experience and know the expectations ( Parasuraman & CTG , 1988 ; Spreng & CTG , 1996; Terry , 2002) That is, the experience of the client know when to use a service and results after services are provided Satisfaction according to Parasuraman (1994 ) is the aggregate result of service quality, product quality and price

Bachelet ( 1995 ) suggested that customer satisfaction as an emotional response nature

of customer response to their experience with a product or a service

Customer satisfaction is the key factor to sustain long-term success in business and consistent business strategy to attract and maintain customers ( Zeithaml & CTG , 1996 )

The response is satisfactory and the evaluation of the status of customer satisfaction , which means that the customer satisfaction is seen as a comparison between expectations before and after the purchase of a product or service ( Oliver , 1997)

According to Kotler & Keller ( 2006 ) , the satisfaction level of the status of a person feeling comparisons derived from awareness of a product compared to his expectations Accordingly, satisfying the following three levels :

- If you are aware of smaller customers, customers expect to feel dissatisfied

- If you are aware of expectations, the customer feel satisfied

- If perception is greater than expected , the customer is satisfied or feel excited Motto of the company is to satisfy the business needs of the customer because the customer revenue and profitability of the company When customer satisfaction with goods or services of the company, their ability to purchase goods continued very high Moreover, when they are satisfied they tend to speak well of the company's services to other customers The consumer satisfaction with services is emotional for company business services based on each contact or dealings with that company ( Bitner & Hubbert , 1994)

4.2 Relationship:

The relationship between service quality and customer satisfaction are the subject of the researchers' ongoing discussed in the past decade Many studies of customer satisfaction in the services sector have been implemented Some authors suggest that between service quality and customer satisfaction coincide so these two concepts can be used interchangeably

However, many studies show that service quality and customer satisfaction are two distinguished concepts Parasuraman & CTG (1993 ), said that between service quality and customer satisfaction are some differences exist, but the basic difference is the issue of "cause and effect " And Zeithalm & Bitner (2000) said that customer satisfaction is affected by many factors such as product quality, service quality, pricing, situational factors , personal factors

Service quality and satisfaction , though the two concepts are different but closely related to each other in the study of services ( Parasuraman & CTG , 1988 ) The previous studies have shown that quality of service is the cause of satisfaction ( Cronin & Taylor , 1992; Spreng & Taylor , 1996) The reason is that the quality of services related to the provision of services, and satisfaction were assessed only after using the service

Customer satisfaction as a result, the quality of service as the cause, nature satisfied forecasts, expectations, service quality is an ideal standard Customer satisfaction is a general concept, expressed their satisfaction at a service consumer While the quality of services focused on specific components of the service ( Zeithaml

& Bitner , 2000 ) But between service quality and satisfaction have been linked to each other but little research has focused on testing the explanatory power of the components

of service quality satisfaction, especially for each industry -specific services ( Lassar et

al , 2000) Cronin and Taylor has tested this relationship and concluded perceived service quality leads to customer satisfaction The study concluded that service quality

is the antecedent of satisfaction ( Cronin and Taylor , 1992 ; Spereng , 1996 ) and is the main factor affecting satisfaction ( Ruyter , Bloemer , 1997 )

In a nutshell , the service quality factors greatly affect customer satisfaction If service providers provide customers with quality products that satisfy the needs of the network that they have started to make the customer happy Therefore, to improve customer satisfaction, the service providers to improve service quality In other words, service quality and customer satisfaction have a close relationship with each other, in which quality of service is what sets before and decide to customer satisfaction Causal relationship between these two factors is the key issue in most of the research on customer satisfaction If quality is improved but not based on the needs of the customer

is never satisfied with customer service Therefore, when using the service, if customers feel the high quality services they will satisfy with the service Conversely, if customers perceive lower service quality is job dissatisfaction will appear

5 Theoretical model:

5.1 Gronroos model:

Figure 2 MODEL OF GRONROOS

Gronroos (1984) model introduced service quality model to study customer

perception based on three essential points :

- First, distinguish functional quality and technical quality The quality is functional interactive process between customers and service providers, ie how services are shown and supply Quality engineering is the consequence of the operation of the service activities, ie what the customer receives

- Secondly, the image is of utmost importance for all providers of services because customers can see the image and its resources during transactions

- Third, the whole feeling of quality is a function of the perceived evaluation

of customer service and the difference between these assessments with the expectations

Service

expectations

Perception of service quality

Perceived service

Quality function (What?)

perception by customers using the service Parasuraman & CTG (1985) said that any services, quality of service perceived by customers can model into 10 components, which are:

1) Reliability : say the ability to perform services on time and fit right the first time 2) Responsiveness: to speak the desire and willingness of staff to provide services

to customers

3) Competence speaks qualified to perform the service The ability to serve expression as staff contact with clients, direct service delivery, research capabilities to capture relevant information needed to serve customers

4) Access: involves facilitates ease of access to services such as shortening waiting time, service sites and opening hours convenient for customers

5) Courtesy speaks serve affable personality, respected, customer -friendly staff 6) Communication: related to communication, communicated to the customer in a language that customers easy understanding and listening on issues related to their service as explained, costs, complaints resolved questions

7) Credibility: the ability to talk up confidence for customers, making customers rely on the company This ability is reflected by its name and reputation of the company, the personality of the service personnel to communicate directly with customers

8) Security related to the ability to ensure customer safety, the safety represented

by material, financial, and information security

9) Understanding customer expressed understanding and the ability to capture customer needs through understanding of customer requirements, interested individuals and recognize their customers frequently

10) Tangibles expressed through looks, outfits of the service personnel, equipment and support services

This model has the advantage of covering almost every aspect of the service, however the scale showed the complexity of the measurement difficulties in the assessment and analysis In 1988, Parasuraman & CTG corrected and formed new models include 5 components as follows:

1) Reliability: represents the ability to make appropriate service and on time the first time

2) Responsiveness: represents the willingness of staff to provide timely service to customers

3) Assurance represents professional qualifications and offering a polite, affable with customers

4) Empathy: showing care to each individual customer

5) Tangibles expressed through looks, outfits of the service personnel, equipped to serve

The author has initiated and used qualitative research, quantitative expertise to build and scale components of service quality Parasuraman & CTG (1991 ) asserts that the SERVQUAL scale complete service quality, achieve value and reliability, and can

be applied to all different types of services However, each service industries may have their own characteristics Many other researchers have also tested this scale with many types of services as well as in many other countries The results showed that the components of service quality is not consistent with each other in each sector and each service different markets ( Bojanic , 1991 ; Cronin & Taylor , 1992; Dabholkar & CTG , 1996; Lassar & CTG , 2000 , Mehta & CTG , 2000 ; Nguyen & CTG , 2003) Specifically Mehta & CTG (2000 ), in a study in Singapore, concluded that service quality supermarkets include only two ingredients: organic means formation and service personnel Nguyen & CTG ( 2003 ) tested the SERVQUAL scale to the market

as outdoor recreation in Ho Chi Minh City showed that service quality consists of four components : reliability, service capabilities of staff , empathy and tangible media Due

to the nature of each type of service, so we need to adjust the SERVQUAL scale to suit each particular study

The basic approach is to apply the SERVQUAL factor analysis is a statistical analysis method allows multivariate data collapse to form the primary factor in assessing the quality of customer service Ministry of scale consists of two parts, each part has 22 speech The first part aims to identify the customer's expectations for service type of business in general That is not interested in a particular business , people interviewed said their desired level of service The second part determines customer comments for the implementation of enterprise services survey That is based

on the specific services of enterprises surveyed to assess The research results in order

to realize the perceived gap between the quality of customer service by implementing

and enterprise customers' expectations with quality service According to the SERVQUAL model of service quality is defined as follows :

Quality of service = Perceived degree – The expected value

Parasuraman and confirmed SERVQUAL is an instrument measuring service quality and reliability accurately ( Parasuraman & CTG , 1988 , 1991 , 1993) Satisfied customers are the customer's evaluation of a product or service has met the needs and expectations of the 5 components SERVQUAL model has been widely used ( Asubonteng et al , 1996; Buttle , 1996; Robinson , 1999) Seems little doubt that SERVQUAL is a commonly used tool for assessing service quality, has not been accepted by the researchers, but it can also be used to measure service quality in many field is probably much different than any method other quality assessment It is used in many fields, sectors, many organizations in many different countries : USA, UK, Singapore, Korea, Malaysia, Kuwait

However, the use of quality models and distance as the basis for the evaluation

of service quality is also much debate (Carmen, 1990; Babakus & BOLLER, 1992; Cronin & Taylor, 1992) Cronin & Taylor (1992) SERVPERF model, to the extent that customer feel for the implementation of business services reflect the best quality of service Under the SERVPERF model:

Quality of service = Perceived degree

This conclusion has been agreed by other authors such as Lee & CTG (2000), Brady & CTG (2002) Ministry of scale also uses 22 statements similar item asked about the comments section of customers in the SERVQUAL model, skip the question about expectations

5.3 Component model quality services in the field of mobile communication:

Prices viewed as consumer awareness about the abandonment or sacrifice something in order to own a product or a service ( Zeithaml , 1988 ) One of the methods of communication ( advertising ) services outside of the price of the service ( Zeithaml and Bitner , 2000) While the impact of price on customer satisfaction at getting the attention of researchers , rather than other factors ( Spreng , Dixon, and Olshavsky , 1993 , Voss et al , 1998; Bolton and Lemon , 1999; Varki and Colgate , 2001) Zeithaml and Bitner (2000) suggested that the price of services can be a great influence on the perception of service quality, satisfaction and value By taking

+

+ +

+ +

products and services should be invisible is often difficult to evaluate before purchasing, pricing is often seen as alternative tools that impact on satisfaction with services that consumers use Some researchers have found that there is significant relationship between price and customer satisfaction ( Varki and Colgate , 2001; Hong

Figure 3 PROPOSED RESEARCH MODEL

Several hypotheses for the research model as follows:

SATISFACTION

The call quality

Value Added Services

Convenience

Customer Service

Price structure

 H1: Composition quality customer calls are rated higher customer satisfaction with service quality as possible and vice versa In other words, the call quality ingredients and customer satisfaction is related in the same direction

 H2: Ingredients added services by customers higher rates of customer satisfaction with service quality as possible and vice versa In other words, components and services increase customer satisfaction relationship in the same direction

 H3: Composition customer convenience is higher evaluation of customer satisfaction with service quality as well and vice versa In other words, components convenient and customer satisfaction is related in the same direction

 H4: Customer Service Composition customers rated higher customer satisfaction with service quality as possible and vice versa In other words, the composition customer service and satisfaction of customer relations in the same direction

 H5: Composition customer pricing structure is higher evaluation of customer satisfaction with service quality as well and vice versa In other words, structural components, price and customer satisfaction is related in the same direction

6.2 The scale:

The study used 5 point Likert scale with 1 being totally disagree and 5 is strongly agree Characteristics of this scale is quantified scale Research based on the criteria of evaluation to conduct the statistical analysis All scale studies concepts in scale models are multivariate The scale uses 5 point Likert format with:

1 point: Completely disagree

RESEARCH DESIGN

Chapter III

1 PROCESS DESIGN AND CONDUCTING RESEARCH:

This research through two main steps: a preliminary study conducted through qualitative exploration methods, consult experts to adjust the scale on the basis of scale theory Then, conduct formal research, based on quantitative research techniques, interviewing clients directly Data gathered through the investigation process will be conducted research process as mentioned above

In the process of testing the theoretical model, from the information collected, the data analysis is done by following these steps:

- Step 1: Check the reliability of each component scale, consider the reliability of the observed variables through Cronbach 's alpha coefficient to remove the garbage before These variables are correlated gross (Item Total corelation) less than 0.3 are considered garbage and are excluded from the model The scale is accepted as Cronbach 's alpha coefficients greater than 0.6

- Step 2 : From the survey results, are included in the data analysis of the main components through which eliminates the critical variables and determine the structure

of the underlying factors in the quality of information services mobile The result of this step allows us to identify the corresponding values of the aggregate variables (factors) for use in the next step analysis Methods of data analysis here is primarily analytical methods to discover EFA factors All variables except the variable method eliminated through Cronbach 's alpha coefficient will be included in the factor analysis method and Principle Component Varimax rotation Scale is accepted when the coefficient values Kaiser - Meyer - Olkin ( KMO ) is greater than or equal to 0.5, have been criticized Eigenvalue factor greater than 1 Results processed as follows: the variable weighting factor less than 0.5 will be disqualified Then, factor analysis was repeated until satisfying the requirements on the best criticism variance, variance requests greater than 50 % deduction

- Step 3: From the main component analysis, using correlation analysis to examine the linear relationship between the variables assessing the quality of service factors affecting customer satisfaction The aggregate variables are defined in the previous step

is used as the independent variables and the dependent variable from the survey data are included in the regression analysis After satisfying the requirements set out, proceed to test the theoretical model using multiple regression analysis and hypothesis testing

poses a number of differences in service quality and satisfaction according to the variables classification of individuals characterized by analysis of variance ANOVA with significance level α = 0.05 level, namely categorical variable according to the characteristics of the customer , the service time and the different types of services ( rent bag )

2.1.2 The study results:

After discussing the process experts, interview customers opinions about the factors affecting customer satisfaction using VinaPhone, we obtain the following results:

Service quality affects customer satisfaction is dominated by five component model like that proposed research is:

1) call quality 2) Value Added Services 3) Convenience

4) Customer Service 5) price structure Among them:

• Call Quality Ingredients: For clarity should combine network elements and network congestion fell together to evaluate the transmission quality

• Convenience Composition: to explain more clearly for this component should

be added to the explanatory variables :

 "Many of the customer support" from the Customer Services section for the reason, the point of customer support will give users more convenience in using the service

 "Convenient working time of the transaction" will help customers proactively and save time

 "Staff polite procedures" shall not interfere with the client's difficulties will be resolved quickly

• Customer Service Composition : should have more elements :

 "The professional when dealing with customer inquiries" : This is an indispensable factor in customer service as demonstrated qualifications and ability to serve the company's customers

 " Promotion Policy " is extremely important components demonstrate customer care

 " Make the commitment " and expressed confidence in the security of all transaction relationship between company and customer

 "Understanding the needs of customers" the customer is very important because the only network stand on his views without putting on the location of the user to feel what they need

 "Fraud phenomenon": is what many customers face and create distrust in the service of the network, but also to get feedback does not resolve quickly

• Component cost structure: there should be more factors :

 "Easy selecting appropriate tariff package " : for each customers will have many different package rates appropriate to the needs of each person, so this factor should also be mentioned

 Composition separate pricing structure elements should call charges and rates to evaluate a message for each package, each object will hit different customers different prices

After group discussions with experts, interview customers we regrouped and discussed with the expert opinion again to calibrate the scale Below is a summary of the components Measuring service quality affects customer satisfaction VinaPhone users (adjusted)

Table 1 SUMMARY OF SERVICE QUALITY MEASUREMENT SCALE

Call quality

2 The phenomenon of dropouts, congestion rarely occurs 

VALUE ADDED

SERVICES

CONVENIENCE

2 The procedure cut, open, change the sim card fast 

CUSTOMER

SERVICE

4 The professional when dealing with customer inquiries 

PRICE

STRUCTURE

4 Easy to pick the appropriate charges 

(:keep, : Add or change) After adjusting the scale we conducted questionnaire design and interviewing clients to view the content easy to understand or not, which refine to better understand and carry out formal questionnaires to to investigate

 Design questionnaire survey:

Data questionnaire was designed with 25 scales measuring factors provide customer satisfaction and 5 scale determines the satisfaction level of customers using the service consists of two main parts VinaPhone as follows:

 Part I Customer Satisfaction:

1 Factors affecting the quality of services

2 Satisfaction of customers:

- Overall quality of service

2.2.1 Method of information collection and sampling plan:

The overall objective of the study is the customers who are using mobile services in Ho Chi Minh VinaPhone Because the object is customer service in Ho Chi Minh VinaPhone, all the questionnaires were interviewed using a direct technique, based on the spirit of voluntary cooperation

Samples were selected by convenience sampling method Methods of data analysis are mainly used in this research is the analysis method to explore factors EFA and multiple regression analysis According Hair & CTG (1998 ), to be able to factor analysis to explore the data to be collected with the sample size is at least 5 samples and observations on a variable sample size should not less than 100

The model that we are studying the 30 observed variables, if the standard 5 observations for a variable, the minimum required sample size is : n = 30 x 5 = 150 To achieve the above sample size, 160 questionnaires were beamed investigation

2.2.2 Data analysis plan:

2.2.2.1 The sample of research, coding, data entry:

The main purpose of the research is focused on measuring the factors affecting customer satisfaction when using the mobile services of Vinaphone This discovery means that customer satisfaction, as measured here directly through customer comments on the quality of the service components and customer satisfaction First of all, the scale will be coded as follows:

Table 2 The encryption variables in scale

Customer Satisfaction

CALL QUALITY

1 CG1 Clear voice quality

2 CG2 Drops networks, congestion rarely occurs

3 CG3 Wide coverage

VALUE ADDED SERVICES

4 GT1 Many types of value added services

5 GT2 Ease of use of value-added services

6 GT3 Service information is updated

CONVENIENCE

7 TT1 Procedures for easy roaming

8 TT2 Cut, open, change the sim card fast

9 TT3 Close freight / buy simple card

10 TT4 Quick Troubleshooting

11 TT5 Staff polite procedures

12 TT6 Many of transaction, customer support

13 TT7 Convenient time work

CUSTOMER SERVICE

14 KH1 Easy call on switchboard to answer

15 KH2 Reception staff friendly

16 KH3 Qualified staff resolve questions

17 KH4 Resolve complaints quickly

18 KH5 No cheating phenomenon

19 KH6 Promotion Policy reasonable

20 KH7 Make the commitment

21 KH8 VinaPhone understand customer needs

PRICE STRUCTURE

22 GC1 Call rates are appropriate

23 GC2 Rates are appropriate message

24 GC3 Prices varied according to each service

25 GC4 Easy to pick the appropriate charges

SATISFACTION

26 HL1 Satisfied with call quality

27 HL2 Pleased with added value

28 HL3 Convenient to use VinaPhone

29 HL4 Satisfaction with customer service

30 HL5 Satisfied with the price structure

5 TB Type subscription service

6 TG Time to use the service

2.2.2.2 Information collected samples according to the individual characteristics:

Make a frequency table, diagram to describe the sample collected on the characteristics of the customer, the service time, type of service, the factors affecting the level of customer satisfaction

2.2.2.3 Analysis of the reliability scale:

We want to check whether any observed variables contribute to the measurement of theoretical concepts of customer satisfaction is studying, and asked what these items This relates to two calculations: the correlation between the observed variables themselves and correlation of the scores of each item asked to score all the items asked for each respondent Cronbach's α coefficient is a statistical test allows the extent that strict scale items asked in relation to each other, that allows testing of the quality of the scale used for each item asked, considering the relationship asked with a section of system aspects evaluated This method allows the removal of the variables analyzed inconsistent and limited the garbage in the research process and assess the reliability of the scale by factor through Cronbach 's alpha coefficient These items do not contribute much to ask weak correlation with the total score , so we just ask to keep these items strongly correlated with the total score Hence, these variables have correlation coefficients with variables total ( Item Total corelation ) is less than 0.3 will be disqualified Scale Cronbach 's alpha coefficient of 0.6 or more can be used in case the concept is new research ( Nunnally , 1978; Peterson , 1994; Slater , 1995) Typically , scales Cronbach 's alpha of 0.7 to 0.8 were used ( Nunnally & Burnstein , 1994) Many researchers believe that the reliability scale upwards from 0.8 to nearly 1 is a good measurement scales

2.2.2.4 Exploratory Factor Analysis EFA:

After assessing the reliability of scales with Cronbach 's alpha coefficients and eliminate the variables not guarantee reliability Factor analysis is a method to explore the statistical analysis used a simplified set of observed variables are interdependent variables into a file ( called factors ) less meaningful to them than but still contains most of the information content of the original collective variables ( Hair & CTG , 1998) Factor analysis is a technique to identify the group or set of variables can be the basis for calculation This method is useful for determining the set of variables needed

to study the issue and is used to find the relationship between these variables together These variables are called factors or latent variables because they can not be realized directly Thus, through factor analysis to reduce this variable data and group them by factors representative

In exploring factor analysis, KMO value ( Kaisor Meyer Olkin ) index was used to examine the appropriateness of factor analysis Unit KMO is the ratio between the

squared correlation of the variable with the squared correlation of the variable part KMO value of large (between 0.5 and 1) is meaningful factor analysis is appropriate, even if this number is less than 0.5, the factor analysis likely not compatible with the data

In addition, factor analysis was based on Eigenvalue to determine the number of factors Only those factors that have new Eigenvalue greater than 1 are retained in the analysis model Eigenvalue quantities represent the fraction of variation explained by each factor The Eigenvalue factor less than 1 will not work better summary information is an original variables

An important part of the factor analysis table is a matrix element ( Component Matrix) Factor matrix containing the coefficients represent standardized variables with growth factors (each of which is a polynomial of the factors) The coefficient (factor loading) represents the correlation between the factors and variables This coefficient is large and variable factors that have close contact with each other The figures are used

to explain the factors This study uses factor extraction method and Principle Component factor rotation method is the most commonly used method Varimax (original revolves factors to minimize the number of variables have large coefficients in the same staff factor , thus enhancing the ability to explain factors)

According Hair & CTG (1998), factor loading factor loading factor is an indicator to ensure the practical significance of EFA factor loading greater than 0.3 is considered the minimum gain , factor loading greater than 0.4 were considered important, larger 0.5 are considered to have practical significance According Hair & CTG said that, if you choose the standard loading factor greater than 0.3, the sample size of at least 350, if the sample size of 100, the factor loading greater than 0:55, even

if the sample size is approximately 50 loading factor must be greater than 0.75 Thus, in this study with a sample size of about 150, the load factor coefficients greater than 0.5

to meet the new requirements

2.2.2.5 Construction and regression testing a number of hypotheses:

After the withdrawal of factors from factor analysis EFA discover, detect violations of assumptions are needed in models such as multiple linear regression test standardized residuals ei , check the error variance is not changed , check the correlation between the residuals (Durbin inspection - Watson), check magnification

factor VIF ( VIF = 1/1 - ri2 ), as well as a close relative of it is acceptance test ( Tolerance = 1 - ri2 , with Ri is the coefficient of determination of the regression variables Xi by all other independent variables) were used to measure the phenomenon

of multicollinearity If assumptions are violated, the linear regression model was built bumper To evaluate the fit of the model multiple linear regression, we will consider the coefficient of determination R2, R2 tends to be optimistic estimate of the measure of fit

of the model in case of multiple than one explanatory variable But in this case, calibration R2 ( Adjusted R Square ) from R2 are used to more closely reflect the appropriate level of model multiple linear regression, regression model that is built to any size Research results from the regression analysis ANOVA table will be discussed

to consider the impact factors of influence and the influence of the components to customer satisfaction Finally, the conduct of some of our hypotheses about the difference in quality and service satisfaction according to the classification variables of individual characteristics by analysis of variance ANOVA with significance level α = 0.05 level

FINDINGS OF RESEARCH

Chapter IV

1 FEATURE SURVEY FORM:

Number of questionnaires broadcast is investigating 178 tables, 165 votes recovery of which 162 valid votes and 3 invalid votes (1 vote no objective answer, do not use VinaPhone 2 votes)

With 162 questionnaires were used to study the data Based on the results of

"data cleaning" You can see all 162 questionnaires were valid and had been cleaned

After conducting a survey to gather information and data processing, we have the following information:

- Under 18 years old: 15 persons, used for 9.3%

- From 18 to 30 years: 60 people, used 37%

- From 30 to 45 years: 48 people, used for 29.6%

- From 45 to 55 years: 29 people, used for 17.9%

- Over 55 years: 10 people, used for 6.2%

Table 5 CAREER STATISTICS FOR CLIENTS

career

Frequency Percent Valid Percent

Cumulative Percent

In the 162 customers surveyed, there are career:

- Students: 54 people, used for 33.3%

- Business: 33 people, used for 20.4%

- Doctor, teacher…: 67 people, used for 41.4%

- Retired: 8 people, used for 4.9%

Table 6 STATISTICAL WORK ON LOCATION

WORK ON LOCATION

Frequency Percent Valid Percent

Cumulative Percent

- Leadership: 8 people, used for 4.9%

- Head: 33 people, used for 20.4%

- Staff: 51 persons, used for 31.5%

- Other: 70 people, used for 43.2%

Table 7 Statistics on subscription type

subscription type

Frequency Percent Valid Percent

Cumulative Percent

In the 162 customers surveyed, the types of services the subscriber shall be:

- prepaid: 109 people, accounting for 67.3%

- Postpaid: 53 people, accounting for 32.7%

Table 8 STATISTICS ON TIME USE

TIME USE

Frequency Percent Valid Percent

Cumulative Percent

In 162 customer surveys, on-time, the user can:

- Under 1 year: 20 people, used for 12.3%

- From 1 to 3 years: 41 people, used for 25.3%

- From 3 to 5 years: 39 people, used for 24.1%

- Over 5 years: 62 people, used for 38.3%

3 ELEVATOR INSPECTION TEST:

3.1 Rating scale with Cronbach's coefficient alpha reliability:

This method allows the analysis to eliminate these variables and limit inappropriate garbage variables in the research model because otherwise we can not know exactly variability as well as the errors of the variables Accordingly, the requirements set out for the Cronbach's alpha coefficient is greater than 0.6 but is preferably greater than 0.7 (Nunnally & Burnstein, 1994) The results are as follows:

Table 9.Cronbach ALPHA SCALE TO MEASURE'S "call quality"

Item-Total Statistics

Scale Mean

if Item Deleted

Scale Variance if Item Deleted

Corrected Item-Total Correlation

Cronbach's Alpha if Item Deleted

Call quality ingredients including 3 observed variables With Cronbach's Alpha

is 0692> 0.6 and all 3 variables have correlation coefficients greater than 0.3 gross, and

if you type any variable Cronbach's Alpha will also reduce variable should not be disqualified So this scale was satisfactory, the variables included in the factor analysis followed

Table 10 Cronbach ALPHA SCALE TO MEASURE'S "VALUE ADDED

SERVICES" _ 1 st

Item-Total Statistics

Scale Mean

if Item Deleted

Scale Variance if Item Deleted

Corrected Item-Total Correlation

Cronbach's Alpha if Item Deleted

Many types of value added services 7.81 2.069 .733 .751

Information is updated 7.82 2.061 .642 .841

Ingredients added services including 3 bien.Cronbach 's Alpha is 0.840> 0.6 (satisfied) In which type of variable "Information updated" because the Cronbach's Alpha type variables increases The variables included in the factor analysis followed

We conducted the Cronbach Alpha 2st

Table 11 Cronbach ALPHA SCALE TO MEASURE'S "VALUE ADDED

SERVICES" _ 2 st

Item-Total Statistics

Scale Mean

if Item Deleted

Scale Variance if Item Deleted

Corrected Item-Total Correlation

Cronbach's Alpha if Item Deleted

Table 12 Cronbach ALPHA'S months due to "CONVENIENCE"

Item-Total Statistics

Scale Mean

if Item Deleted

Scale Variance if Item Deleted

Corrected Item-Total Correlation

Cronbach's Alpha if Item Deleted

Betting lines, buying time card

The compliance officer historical

Multiple of the transaction, support

The composition includes a convenient 7 observed variables, there Cronbach's Alpha is 0.893> 0.6 and there are no variables were excluded This scale was satisfactory and included in subsequent factor analysis

Composition convenience with 6 remaining observed variables have Cronbach's Alpha is 0.748> 0.7, and the total correlation greater than 0.3 turns, and if any variable type also reduces the Cronbach's Alpha This scale was satisfactory and included in subsequent factor analysis

Table 13 Cronbach ALPHA SCALE TO MEASURE'S "CUSTOMER SERVICE"

Item-Total Statistics

Scale Mean

if Item Deleted

Scale Variance if Item Deleted

Corrected Item-Total Correlation

Cronbach's Alpha if Item Deleted

CUSTOMER SERVICE Cronbach's Alpha = 897

Easy call on switchboard to answer 27.86 17.373 .644 .888