Assessment of customer satisfaction on service quality at the vinpearl land

Technical focus group discussions were used in the study and it is used to explore the factors affecting customer satisfaction added goods and scale theory of the impact factor of satisf

RESEARCH PROJECT (BMBR5103)

ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND

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ABSTRACT

I hereby declare that this is my own research The data the essays are honest, by the authors collected and analyzed Content quote specify the origin leads them These data and the results of the thesis is true and never been published in any other scientific work

In the course of researching this subject the author has been the help of a many friends, teachers, and organizations and individuals

Through this thesis, I first would like to thank sincerely and expressed deep appreciation to the Management Board of the University of Nha Trang, Chairman

of the Board Department of Economics, and all my colleagues, research methods during learning Research Business Method I would like to express my deep thanks

Dr Phan Dinh Nguyen, has helped me to implement the project with enthusiasm love and full responsibility of a teacher All my classmates provide documents, and the contribution invaluable in the process of researching the subject Sincere thank you to the team, who were closely K08A class Left to me during the course and practical advice to successfully completed the course I also did not forget to thank the collaborators, the friends helped interview, coding, data entry and data verification Please send my heartfelt thanks to family and relatives were of great help during the process of learning and scientific research

CONTENTS

CHAPTER 1 OVERVIEW 1

1.1 Introduction 1

1.2 The necessity of the subject 2

1.3 Objectives of the study 3

1.4 Methodology and scope of research 4

1.5 Practical significance of the subject 4

1.6 Introduction briefly about amusement parks Vinpearl Land, Nha Trang. .4

1.7 Structure research 9

CHAPTER 2 BASE MODEL THEORY AND RESEARCH 10

2.1 Introduction 10

2.2 Quality of Service 10

2.2.1 Definition 10

2.2.2 Characteristics of services 11

2.2.3 The perceived gap in service quality 11

2.2.4 Quality of Service Measurement 13

2.3 The customer satisfaction 15

2.4 Service quality and customer satisfaction 15

2.5 The relevant research .17

2.6 Research model and hypotheses 18

CHAPTER 3 METHODOLOGY 21

3.1 Introduction 21

3.2 Study Design 21

3.3 Adjustment Scale 23

3.3.1 Measuring service quality SERVQUAL 23

3.3.2 Measure customer satisfaction 28

3.4 Official Research 28

3.5 Summary 29

CHAPTER 4 FINDINGS 30

4.1 Introduction 30

4.2 Description of the sample 30

4.3 Clean Data 31

4.4 Preliminary Assessment Scale 32

4.5 Cronbach alpha reliability coefficient 33

4.5.1 Scale factors affecting users 33

4.5.1.1 rating scales into the "trusted" 33

4.5.1.2 Rating scale components "meet" 33

4.5.1.3 Rating scales into the "ability to serve" 34

4.5.1.4 Rating scale components "sympathetic" 34

4.5.1.5 Rating scale components "tangible medium" 34

4.5.1.6 Rating scale component "cost" 35

4.5.2 Scale of customer satisfaction 35

4.6 Factor Analysis EFA discovery 36

4.6.1 Scale components affecting customer satisfaction 37

4.6.2 Scale of customer satisfaction 42

4.7 Adjusting the research model 42

4.8 Implement testing 44

4.8.1 Analysis of correlation and linear regression 44

4.8.1.1 Consider the matrix correlation coefficient (r) 44

4.8.1.2 Inspection of models and hypotheses 44

4.8.2 Inspection of non-parametric Kruskal - Wallis and testing Bonferroni 51

4.8.2.1 Descriptive Statistics for Likert scale scales drawn from the 51

4.8.2.2 Testing 55

5.2 Research Results 59

5.2.1 The measurement model 59

5.2.2 Theoretical Models 61

5.3 Recommendation 61

5.3.1 Solutions for "tangible medium" 62

5.3.2 Solutions for "ability to serve" 62

5.3.3 Solutions for "image" 62

5.3.4 Solutions to the 'cost' 63

5.3.5 Solutions for "trust" 63

5.3.6 Solutions for "empathy" 63

5.4 Limitations of the study and directions for further research 64

REFERENCES 65

CHAPTER 1 OVERVIEW

1.1 Introduction

The service sector is increasingly demonstrating an important role in the development

of the country Along with the integration process and the structural shift of the world economy, the value of the services sector increasingly large proportion of the total domestic product (GDP) of each country

In our country, the service industry is constantly evolving and demonstrates the role important role in the development of the economy in general, which is expressed in the expansion of the service sector especially in the context of economic integration and development International - commercial, alongside traditional services such as transport, postal and security insurance is the form of new services such as finance, telecommunications, science - technology, advertising, investment advisory, legal, entertainment has really put into service important economic sector in the overall development of the economy of our country Location and the role of services is also reflected in the growing number of sectors international business involved more services Realizing the importance of service, academic researchers around the world has focused on this area since the early 1980s (eg Grönroos 1984) In Vietnam South, the income of consumers increasingly demand improved for fun entertainment which also increase This will not only be most keenly felt in the major cities such as Ho Chi Minh City, Hanoi, Da Nang, Vung Tau, but also both Nha Trang At Nha Trang, there are now a lot of entertainment as Vinpearl Land, Wonderpark, Phu Dong Park, Diamond Bay, Suoi Hoa Lan, current resorts, amusement parks has been invested in upgrading expansion project to add more fun, exciting new entertainment to attract more domestic and foreign tourists come here When amusement parks development, Vietnam consumers increasingly have the opportunity to choose where to be able to

service to keep old customers and attract new customers Then a The big question: Where is the element of this type of service thrives how can we measure this satisfaction? To answer the questions, many researchers around the world have focused

on the agreed chronic customer, quality research services and find out the scale, the indices help companies measure and to better meet customer needs Normally for tangible products, the consumers easily measured and evaluate the quality of the product is quite easy because based on shape product design, packaging color In other words, consumers can touch, smell, look or taste before you buy But for an evaluation service quality of its products is more difficult because the production and consumption occur simultaneously According to marketing theory, the services of the particular services and nature helps us discern the tangible product That is: Invisibility: most services are considered intangible products Services can not touch or grasp, no specific shape such as a product Heterogeneity: the service is not stable, because it depends on the implementation, timing and location of such services Calculate the integral: services are usually produced and consumed simultaneously If service is performed by a person who is providing the service department Both the supplier and the customer will affect the results of that service Parasuraman & CTG (1985) off-line study of service quality and many researchers to be fairly comprehensive The researchers made scale consists of five components, which are (1) the reliability, (2) the ability to meet, (3) level of empathy, (4) the ability to serve, (5) Tangible means and is referred to as SERVQUAL scale (Parasuraman & CTG 1994) The scale is SERVQUAL key tool in marketing services to assess quality Parasuraman & CTG (1994) have continuous scale testing and reviewing different theories, and for that SERVQUAL scale is achieved reliability and value and can be applied in a the different services However, numerous studies have demonstrated that components of service quality varies from different backgrounds such as services, markets, etc (eg Bakakus

& BOLLER 1992, Behara & CTG 2002)

1.2 The necessity of the subject

We know that services account for a large proportion of the economy our country

Especially in recent years in sectors such as tourism, recreation, resort, the more is invested thrive typical provincial city such as HCMC, Hanoi, Nha Trang, Da Nang, Quang Ninh, this development confirmed that the tourism potential of the country is very large The reality of tourism are now leaving the visitors only once and only to one

or to select a other countries to come, so enough to show that the quality of services in this sector is is a very urgent problem requiring managers of businesses businesses in the service sector should have remedies to please the tourists coming here Nha Trang is

a very attractive destination for tourists Only in Spain Page has nearly 10 amusement parks and tourist resorts to choose from And a destination that can not be ignored amusement parks Vinpearl land, where was chosen as many events held in the country and the largest annual international tourists coming very crowded, especially in the tourist season For a number of tourists every great year so surely they feel satisfied with the quality of our services here? So What factors make the customer feel happy in this VCGT area? And why a of visitors to a time and will not come back? What makes customers feel dissatisfied with VCGT this area? From the above reasons I decided to choose the theme: "Assessing satisfaction customers about service quality entertainment

at the Vinpearl Land "

1.3 Objectives of the study

As presented, the model SERVQUAL scale has been tested in many markets and many different countries However, many research results for see the quality of service, quality models and quality scales instead differ by country and each type of service In our country the study of nature quality service and customer satisfaction is not much, even in the stub More In addition, the measure has not achieved high reliability for scientific research This behavior is often directly measure the latent variables instead of variables related surveys to measure the latent variables For the reasons stated above concerns, this study aims to explore the part of a service quality and measure them at

to improve service quality at amusement parks in the future

1.4 Methodology and scope of research

This theme focused on the factors that impact on satisfaction clients in the entertainment and comply with two key steps: research preliminary and formal study Preliminary studies were carried out by qualitative techniques Technical focus group discussions were used in the study and it is used to explore the factors affecting customer satisfaction added goods and scale theory of the impact factor of satisfaction customers and then building models and formal research to make false

theoretical research Research is done formally through direct interview techniques

to clients in the entertainment, particularly in the entertainment Vinpearl Land with a sample size of 180 domestic tourists This study aimed to purpose of inspection and measuring scale model theory The scale is calibrated Preliminary reliability with Cronbach alpha coefficient and factor analysis to discover and distribution multiple linear regression analysis through processing software SPSS statistics to assessment scale model testing and research

1.5 Practical significance of the subject

Given the increasingly complex and severe competition in the market service marketers seek to improve the quality of services themselves For the purpose of assessing customer satisfaction with quality services and to identify factors affecting customer satisfaction in the entertainment, the results of this research will directly help the business units and management travel services Vietnam grasp the factors of service quality services greatly affect customer satisfaction Since then, the business unit get a more comprehensive view of service quality, better concentration in accounting plans to improve service quality and resource allocation, as well as stimulating staff to improve service quality On this basis, the business unit recreation areas will gradually created customer loyalty – background basis for competitive advantage Finally, this study could be the reference for students of marketing and business management theory and quality of service satisfaction customers

1.6 Introduction briefly about amusement parks Vinpearl Land, Nha Trang

Vietnam the globe known as a land of hidden beauty Tropics With gracefully curved strip S-shaped land hugging Mysterious Indochina, Vietnam easily captivates the tourists coming here Coming to Vietnam, visitors will not only enjoy the endless beauty nature has generously endowed this country, but also to learn about the muscle layer both traditional culture and modern extremely rich people Vietnam And, one of the highlights of Vietnam tourism is Nha 6 Trang (Khanh Hoa) To Nha trang, just like you have lost and a fairy domain With typical tropical climate, Nha Trang brilliant with blue sea, white sand, sunny yellow City tourism beautiful and poetic sea, was dubbed the "fresh flower arrangements brilliantly located on the east coast "," The sunny deck "It is no coincidence that more than 100 years ago, the talented scientist Alexandre Yersin has decided to leave Magnificent Paris, Nha Trang to stick with until his death Nha Trang Bay is ranked 1 of 30 most beautiful bays in the world; when flowing through here, sea currents suddenly blend together, creating a "common house" for all species reside, proliferate Bay Nha Trang is not only rich in natural resources, beautiful scenery, but also associated with strokes cultural beauty of the sea and the address cultural tourism unique and attractive And the story of Nha Trang is now continued by the name of Vinpearl Land, the Vinpearl Resort & Spa, a sparkling pearl

in the crown of the female royal sea Just after 5-7 minutes watching the sea canoe runs,

or 13 minutes to enjoy the full scene from Nha Trang Vinpearl cable car, cable cars crossing the world's longest; travel guests were arriving Vinpearl Land - The Pearl of Vietnam Located in the northern part of Hon Tre Island, leaning against Dam Mong Mountain and towards Nha Trang Bay, Vinpearl Land is complex leisure travel 5 star, world class, but the comfort and its modern without losing the wild beauty, charm of an island Pearl Islands, lying between the most beautiful bays in the world category Vinpearl Land has modern style, both imbued with national identity If, as a Western definition Modern mainstream use in interior structure, manner and form of service,

the window to welcome the wind and lean on the balcony to watch the sunrise from the beach, you will feel the peace average flooded around and discovered an "open khoag lag" of their own Visitors to Vinpearl Land will be at the resort 5 star hotels Vinpearl Resort and Spa With 485 guest rooms with stunning architecture, of which 17 suites and 2 Presidential Suites, the resort can satisfy even the most discerning guest by giving them the comfort, privacy and convenience and perfect service Vinpearl Resort and Spa also has a long natural beaches 700m and the most beautiful Nha Trang system modern outdoor pool with an area of more than 5,700 m2 (the largest in Southeast Asia) are located between coconut trees, lawns, gardens Besides green is the health care services, in Viet Spa and Beauty recreation programs, sports tourism combined for all ages system diverse restaurants here will meet all your culinary needs from the characteristic flavor Vietnam to the Asian style, the other European At Vinpearl Land, many cultural events - entertainment, particularly competitions great beauty of Vietnam and the world as Miss Vietnam, Miss World Vietnamese, Miss Earth, Miss Universe has been held Therefore, external identifier beloved "Pearl of Vietnam", then this place

is also known as "The island of beauty", "island paradise" With a length of 3.320m, Cable Car Vinpearl cable car is the longest sea crossing

world This cable system has an average altitude is 40 meters and is 60 meters high, compared with sea surface With 9 pillar shape and Effel tower-like structure, is lit laser at night, Vinpearl cable car tourists go back and admire as a tourism wonders of Nha Trang From the ideal height, sitting in the cabin, visitors can enjoy the panorama

of the beautiful city of Nha Trang curving beaches embraced by the city of the sea, as well as admire heavenly beauty of Nha Trang Bay, one of 29 well-known and beautiful bays world Vinpearl Cable Car 60 cabin categories 8 seats with carrying capacity 1000

- 1500 passengers / hour Travel time during the tour about 12m / trip, with a velocity 6m / s Can operate safely in wind level 7 Next is an amusement park, was designed as

an independent system but continuous and harmonious place beside system Vinpearl Resort & Spa, parks Vinpearl Entertainment is built on an area of 200,000 m2 with a lot

of works Modern and unique, including modern items, serve the needs of entertainment,

explore the site and visitors, can be equal to the amusement park progress of the countries in the region and Asia Guests love the water games will be absolutely satisfied with Vinpearl Water Park This is a fresh water park beach party first and only Vietnam's most 60,000m2 wider, opening two world alive with fun the slip lane thrills

or relaxed beach of pure white sand long shore 450m Visitors can just relax on the white sandy beach, but you can also participate in activities in lively amusement water park The system in this game is divided into areas such as parks adventure games, family games area and water games area for children The games at Vinpearl Water Park:

1 Region 1 adventure game (Real Thrill 1)

2 Games Area for children (Kiddie Pool)

3 Lake creates waves (Wave Pool)

4 lazy river (Lazy River)

5 Games area and adventurous family 3 (Family Area and Real Thrill 3)

6 Beach Sandsilk

7 Green Bay Restaurant (Blue Lagoon Restaurant)

300 species of beautiful fish, rare and exotic atmosphere is divided by region different scenes around the world: Aquarium North Asian climates, areas marine climates of Asia, Aquarium Amazon climates, Zone marine coastal climates When Vinpearl Underwater sightseeing, tourists will be moved by the escalator in a tunnel under the sea is meticulously designed to create a feeling attractive, mysterious In the space referendum present, there are so many beautiful fish, rare and fancy imported from Vinpearl Land many countries and for the first time in Vietnam Vinpearl Underwater

be invested constructed to modern technology, meeting the stringent requirements of technical standards technical, technological world of aquarium operations The entire campus 1 Aquarium is a 2 storey block Sheath author Advantages of Aquarium Vinpearl in place, it is a system of closed farming technology, and has a tunnel visitors led, modern and beautiful So far, Vinpearl Underwater still holds the record as the largest Aquarium in Vietnam A place not to be missed when you arrive it is the country music scene With a capacity of over 5000 seats and movable stage where performances music, great art sound, superb lighting and modern Every night, you can come and enjoy the musical performances with the support of laser light is extremely unique With a beautiful location and infrastructure investment Modern, this has always been the choice venue for cultural events – social great for national and international, such as Miss Vietnam 2006, Charming Vietnam 16 Finalists of Miss Vietnam World 2007, Part Competition "Queen of Vinpearl - Miss Universe 2008 and many major programs other In order to keep the memories of their vacation here visitors can buy beautiful items of coastal features in shopping malls Get inspiration from the ancient town of Hoi An serene and romantic, Vinpearl brought Mall gave visitors a sense of bold color space combines traditional sophistication with modern lines while strolling through the booths here Shopping Street, with total area of more than 6.000m2 with booths from area flexible 24 160m2 Our products are mainly sold in the mall is the item page health, fashion, luxury cosmetics, famous in Vietnam and around the world, the material flow concept, decoration and traditional specialties from all over the village, the countryside of Vietnam

1.7 Structure research

Project structure is divided into 5 chapters Chapter 1 introduces the general about the research topic Chapter 2 presents the theoretical basis of the quality of services and entertainment services from which to build models and physical measurements measured theoretical research In Chapter 3 presents the research methodology to lick scale and the theoretical models and hypotheses proposed Chapter 4 presents methods

of analyzing information and research results Finally, chapter 5 summary off the main results of the study and propose suggestions for play area Rest to overcome these limitations exist to help entertainment areas this more satisfied the fastidious customers and plans to attract more tourists more history here

CHAPTER 2 BASE MODEL THEORY AND RESEARCH

2.1 Introduction

Chapter 1 presented an overview of the research topic Chapter 2 of this series About the theory of service quality, customer satisfaction and the concept concerned has been built and developed world At the same time, this chapter

also give theoretical models and theory building research

2.2 Quality of Service

2.2.1 Definition

Service quality is the issue managers are more interested tron the trading session today

A good quality product is not necessarily if customers choose to purchase services, together with products that are rated as low Currently there are many different definitions of service quality, but it is generally the definition of service quality is what customers sense Each customer awareness and demand for different individuals should perception of service quality is also different According to Juran (1988), "quality is conformance to requirements" According to Feigenbaum (1991), "the quality of customer decisions based on actual experience with the product or service, is measured based on the customer requirements, these requirements can be raised or not raised, consciousness or simply perceived, subjective or entirely anonymous professional and always represent targets in a competitive market " According to Russell (1999)

"Quality shows the superiority of goods and services services, particularly to reach the level that it can satisfy all your needs and ensure an customer focus " According to Lehtinen & Lehtinen (1982) for the quality of service must be evaluated on two aspects, (1) the service provider and (2) the results of 12 services Grönroos (1984) also suggested two areas of service quality, which

(1) technical quality and (2) functional quality Technical quality what is important to the quality of service and voice functions they are How is served However, perhaps Parasuraman & CTG (1985, 1988) are the pioneers in service quality research in a specific market and cost information According to Parasuraman & CTG for that

service quality is the assessment Comprehensive attitude towards service excellence

2.2.2 Characteristics of services

The service has a number of characteristics or properties by which we distinguish from and other tangible goods It has been recognized that some services have specific the following:

Invisibility: The intangible nature of services that can not touch or hold catch, no specific shape, such as a physical product Heterogeneity: Here refers to the different levels implementation services Means that services can be ranked from very poor to very perfect The essential issues and quality of service may vary according to the waiter, customer comments and service time Basically, the variation in services and also prone to occur more frequently than the non- suitability of tangible products, because the service level of human interaction very high This feature makes standardized services become more difficult Calculate the integral: This feature was referring to the difficulty in distinction between the creation of a service and service users Some services are not be separated into two stages: forming stage and stage use

it the creation establishment and utilization of most services occur simultaneously

2.2.3 The perceived gap in service quality

Quality perceived by customers affected by the comparison between the expectations and the level of customer received However, perhaps Parasuraman & CTG 13 (1985, 1988) is a model who made five service quality gap the other researchers around the world to accept and use the most

Figure 2.1: Model of service quality

(Source: Parasuraman & CTG (1985: 44, quoted according to Nguyen Dinh Tho & CTG 2003) The first gap occurs when there are differences of customer expectations the quality of service and service managers feel about customer expectations goods The fundamental point of this difference is due to the company not knowing all services What features make the quality of their services and how

transfer them to customers to satisfy their needs The second gap occurs when services company in trouble convert their perceptions of customer expectations of the characteristics quality of service In many cases, the company can always convert any customers' expectations, but the company was not always able to convert this expectation the specific criteria for quality and delivery them according to schedule customer expectations The main cause of this problem is the expertise

the service staff as well as demand fluctuates too much of the service There times of

high demand for services as the company could not meet Tuesday spacing occurs when employees transfer transaction services customer service according to criteria to be determined During the service, the staff who have direct contact with clients and play

an important role in the create quality programming But not always, and all staff are able to completing tasks according to the criteria set out Distance Wednesday, media and advertising and the impact of information on customer expectations of service quality The promise of the programadvertising, promotions can increase customers' expectations but will also reduce the quality that customers feel when they are not comply with what was promised Thursday gap occurs when there is a difference between quality expectations by the customer and the quality that they perceive Service quality depends Thursday in the distance, once customers see no difference between the quality they expect and the quality they perceive as a service consumer for the quality

of service is considered to be perfect CTG & Parasuraman (1985) suggested that service quality is a function of range Distance from 5th 5th depend on the distance before, ie is the distance of 1, 2, 3, 4 Therefore, to bridge the gap 5th or increase service quality, service managers must strive to shorten this gap Model of service quality, according to this study can be performed to as follows: CLDV = F {KC_5 = f (KC_1, KC_2, KC_3, KC_4)} 15 In particular, the quality of service CLDV and KC_12345 is the quality gap 1,2,3,4,5

2.2.4 Quality of Service Measurement

Currently there are many different scales used to measure and assess the quality services, they are consistent with each specific service and all have a point demonstrate that the general level of satisfaction that customers feel when they use service But perhaps Parasuraman & CTG (1985) who conceptualizedchemical components of service quality perceived by customers to be able to Design a measurement scale it The researchers said that any services, quality of service perceived by clients can be

2 Response (responsiveness) to speak the desire and willingness of staff

providing catering services for customers

3 Capacity to serve (COMPETENCE) speaks qualified to perform service services Professional competence is necessary for employees with customer contact, staff directly providing services, research ability to capture information related need for customer service

4 Reach (access) involves facilitating easy for customers in access to services such as shortening the waiting time of customers, service sites and opening hours convenient for customers

5 Calendar (courtesy) says the affable service, respectful, and friendly

with customers

6 Communication (communication) related to communication, communication to customers every language they can easily understand and listen to them on the issues explained to them as services, costs, settlement of complaints and inquiries

7 Trust (credibility) says the ability to create customer confidence, making customer confidence in the company This ability is reflected by its name and reputation company, the personality of the service personnel to communicate directly with customers

8 Safety (security) related to the ability to ensure the safety of customers, expressed through the physical safety, financial, and information security

9 Understanding customers (understanding / Knowing the customer) shown by the ability power to understand the needs of our clients through understanding nhungdoi asked customer's personal interest in them and identify customers frequently

10 Tangible Media (tangibles) expressed through looks, outfits of the

waiters, catering equipment service 10 models of quality components such services have the advantage of many most general aspects of a service However, this model has the drawback the complexity of the measurement Moreover, this model is theoretical, there may be many components of quality of service model does not achieve values distinction Therefore, the present study has been repeatedly tested models and came to

the conclusion that service quality consists of 5 basic components, which are:

1 Trust (reliability): represented by the ability to make appropriate and timely services duration from the first time

2 Response (Responsiveness) expressed his desire and willingness of the waiters provide timely service to customers

3 Capacity to serve (Competence) expressed qualified and provide service polite, affable with customers

4 Empathy (empathy): showing care to each individual client goods

5 Tangible Media (Tangibles) expressed through dress, appearance of staff waiters, catering equipment service

2.3 The customer satisfaction

Satisfaction is the degree of status of a person feeling stems from comparing the results obtained with the expectations of the person (Kotler 2001) Expected to be considered desires or expectations of the people It originates from individual needs, previous experience and external information, such as advertising, word of mouth information from friends and family Individual needs: formed from human cognitive desired agreement chronic needs something like communication, eating,

Satisfaction is the consumer's reaction to the estimation of the difference between previous expectations (or standards for the possible out) and the expression of the real

as an acceptance after using it According to Bachelet (1995: 81) defines customer satisfaction as a emotional reactions of clients responded to their experiences with a product or service According to Oliver (1997): Satisfaction is the consumer's response

to to get the desired response This definition implies that satisfaction the satisfaction of the consumer in the consumer product or service services Because it meets their expectations, including the level of response the expected level and below the desired level

customer responded with their experiences with a product product or service Normally the service business is often said that the quality of services The main service is the level of customer satisfaction However, many studies show that service quality and customer satisfaction are two concepts assigned Special (Zeithaml & Bitner 2000) Customer satisfaction is a general concept general, say their satisfaction with the consumption of a service Meanwhile, the quality services focused on specific components of the service (Zeithaml & Bitner 2000) Quality services related to the service provider, and the agreement Chronic appear only after the customer has used the service So, when customers use of services and perceived higher quality of service, they will be satisfied with services and vice versa, when customers perceived service quality is low, they dissatisfied Theoretical model is presented in Figure 2.1 shows the relationship between components of service quality as well as the ability to explain parts of the This part of customer satisfaction

Figure 2.2 Model of service quality and customer satisfaction

(Source: Nguyen Dinh Tho & CTG 2003)

2.5 The relevant research

As stated above, the model in the scale component of quality SERVQUAL of Parasuraman & services CTG has been the study of how world applications in measuring service quality and customer satisfaction customers in many different service areas; and even in Vietnam market model meet This research was also researchers in measuring applications service quality of different types of services Specifically: Nguyen Dinh Tho and his team (2003), has carried out research: Measuring Measuring service quality outdoor recreation in Vietnam, this study theory was based on quality of service, theory of measurement and assessment scales available on the world market and research discoveries in the market for fun outdoor recreation in the City The results

of this study provide a model scale and quality of services performed theoretical model the relationship between components of quality service and satisfaction levels

Figure 2.3 Model of service quality and customer satisfaction in the outdoor recreation in the City

(Source: Nguyen Dinh Tho & CTG, 2003)

The final results of this study show that in the resort market outdoor recreation, quality

of service consists of 4 components, which are (1) the degree reliability, (2) the level of response, (3) the degree of empathy, and (4) physical media Results also showed that

to create customer satisfaction for the level of response and

tangible media are two factors priority

2.6 Research model and hypotheses

In the field of business services, the quality of service is a factor important a strong impact on customer satisfaction One of the scales measuring service quality is widely accepted SERVQUAL scale is was created in the mid-1980s by Parasuraman This is a

measurement scale multi-pronged, consisting of 5 components as described above which are: reliability; response; energy to serve; empathy; tangible media This study focused testing theoretical models and hypotheses about relationship between the components of service quality to customer satisfaction customers using entertainment services here In addition to five basic components of SERVQUAL scale, according to study discover (through technical focus group discussions) found that satisfaction customers are affected by component "cost" dih case, therefore, the This part is also brought into the model of research topics In summary, the model of Parasuraman SERVQUAL scale model construction is selected as platforms combined with research and discovery (cost components and service capability also affects satisfaction) to build

Table 2.1: Inherited factors in the proposed model:

Satifaction Origin factors

Factor Nguyen Dinh Tho Meets & CTG, 2003 Service Capacity Nguyen Dinh Tho Meets & CTG, 2003 Reliable Nguyen Dinh Tho Meets & CTG, 2003 Empathy Nguyen Dinh Tho Meets & CTG, 2003 Tangible Media Nguyen Dinh Tho Meets & CTG, 2003

The research hypothesis:

H1: As the level of service to meet client assessment by increasing or decreasing the their level of satisfaction with services increased or decreased according to

H2: When the service capacity of a customer service assessment by increasing or decreasing the level of their satisfaction with services increased or decreased according

to

H3: When a confidence level of customer service by increasing or decreasing the assessment level of customer satisfaction has increased or decreased according to H4: When empathy level of customer service assessment by increasing or decreasing the level of customer satisfaction has increased or decreased

H5: When a tangible means by customer service appreciation or lower the level of customer satisfaction has increased or decreased

H6: Customer comment on the appropriateness of the price the higher the level of service their satisfaction with services increasing

2.7 Summary

Service quality is dependent on the distance between the expected level of customers with a level of service and their perception of the service Service quality includes 5 main components are: responsive, service capability, trust, empathy and tangible media

In this chapter, the authors offer theoretical research model and author theory of the relationship between these components for customer satisfaction goods The next chapter will present the research methodology to test models scale measurements and theoretical models of service quality set

CHAPTER 3 METHODOLOGY

3.1 Introduction

Chapter 2 presents the theory of the service quality and SERVQUAL scale the quality

of service Proposed theoretical models to study the relationship between the

components of service quality to customer satisfaction is built together with the theory

In chapter 3, the author would like to introduce methods studies used to adjust and evaluate the concept of measurement scale Research and testing theoretical models and hypotheses proposed Content program consists of three main parts: (1) research design, (2) the scale of measurement concepts concept studies, (3) introduction of formal study

3.2 Study Design

As mentioned in Chapter 1, this study was carried out through a two-step Main, (1) the preliminary study, and (2) formal study Preliminary research was conducted through qualitative methods used technical group discussions and role that customer uses the service purpose Qualitative research in order to adjust and supplement the observed variables used to measure measurement concepts studied Ten customers have to and use of services in amusement parks were selected for discussion This process is discussed performed in 4/2012 (Appendix 1) The study was carried out by official quantitative methods Quantitative research was conducted through direct interviews to the consumer and are used to test the measurement model as well as theoretical models and assumptions in the model Time to conduct research

This is month 5/2012 in Nha Trang Progress and implementation methods of this study are presented in Table 3.1:

Table 3.1: Progress of implementation of research

Step Type Research Method Technical Usage Time Location

1 Preliminary Characterization Discuss Bilateral 4/2014 Nha Trang

2 Officially Quantitative Interview Directly 5/2014 Nha Trang

Research process will be presented in the figure below This process consists of three main parts: (1) building scale, (2) assessment scale, (3) test the model of research Scale

is based on the theoretical basis of service quality, theory of the service quality scale already, namely SERVQUAL scale

(Parasuraman & CTG 1988) and the theory of customer satisfaction However, due to the characteristics of each service sector and due to cultural differences as well as the development economic development of each region, so this scale is not really suitable

to 's unique entertainment services in Vietnam market Therefore, there should be research quantitative scales to adjust accordingly is essential To adjust the scale, this study used qualitative methods, using techniques discussed bilaterally with 10 customers have used the service in the entertainment to customers to evaluate the quality of our services here Information the results of this study 1 scale (SERVQUAL)

is adjusted and put The scale 2 Scale 2 is used for formal study Qualitative Research used for formal study with direct technical interview guests goods Formal study was conducted to test the model scale measurements and theoretical models Scale is a preliminary assessment through methods Us Cronbach's alpha of reliability and factor analysis to explore the EFA

Figure 3.1: Research Process

{This procedure is based on the adjustment process by Nguyen Dinh Tho & CTG

(2003: 17)}

3.3 Adjustment Scale

3.3.1 Measuring service quality SERVQUAL

SERVQUAL is a scale commonly used to measure service quality Parasuraman & Services by CTG (1988) and this author has been tested many times after the repeated testing, the final scale consists of 21 observed variables used to measure Measuring 5 components of service quality, namely: (1) the reliability, (2) the degree response, (3)

3 XYZ Company perform the service right the first time

4 XYZ Company provides services at a time when the company has promised to carry out

5 XYZ Company notifies the customer when the service is performed

Level of response

6 XYZ company staff to serve you quickly and timely

7 Employees in XYZ company is always ready to help you Employees 8 Company XYZ is never too busy to show no response your request Service capacity 9 The behavior of employees in XYZ company has successfully created trust for with you

10 Do you feel safe when conducting transactions with XYZ company

11 Employees in XYZ company always polite, courteous to you

12 Employees in XYZ company have the knowledge to answer your questions The degree of empathy

13 Company XYZ showing personal interest you Company XYZ has 14 employees express interest in your personal

15 Company XYZ show special attention to the best interest of you

16 Employees in XYZ company understands the special requirements of your

Tangible Media

17 Company XYZ has modern equipment

18 Facilities of XYZ company looks very attractive

19 Employees of XYZ company dress neatly, carefully

20 The material means of active service in the company attractive XYZ

21 Company XYZ arrange a convenient time to work

Reliable components including 5 observed variables measure the extent of

implementation of service program as outlined Ingredients include 3 response observed variables measured measuring the ability to perform the services on time and on time Service capacity also measured by four observed variables, these variables measure the ability to create reliable and trust in the unit for customer service Sympathetic component including 5 observed variables used to measure the ability of concern, sympathy and care customer Finally, the first tangible, measured by 5 observed variables These variables measure the attractiveness of modern physical facilities, now sleep as well as serve appropriate ways dressing service personnel We found that SERVQUAL scale fairly complete coverage of all issues

a service However, each particular service sector has its own specific

them The service sector of entertainment in Nha Trang also has its own characteristics

of it Therefore, this scale can not fit in this market as

Therefore, it is necessary to adjust and complement the observations to match market Nha Trang Scale adjusted and supplemented by the study of Nguyen Dinh Tho & CTG (2003: 23) as follows:

Table 3.3: Variations of the observed time scales adjusted SERVQUAL 1

reliable

1 VCGT this area to comply with the program as introduced Zone 2 VCGT provide proper services to which they have promised deadline

3 When your inquiries or complaints, this area satisfactorily resolved VCGT meet

4 VCGT staff service your area quickly

5 VCGT staff areas you service on time

6 zones VCGT staff is ready to help you

7 Even during rush hour, you are also attentive service The ability to serve

8 Do you feel safe when using the service in this VCGT

9 Employees in this VCGT have enough knowledge to answer your questions you

represents 13 VCGT attention to your personal

14 resort pay attention to what you care about most

15 VCGT this area understand the special needs of your Tangible Media

16 Staff serving in this VCGT decent costumes

17th District this VCGT modern equipment This VCGT Zone

18 Facilities appealing This area has VCGT

19 Exciting games

20 The architecture of this area very attractive VCGT This VCGT

21 Layout area amusement parks convenient Table

22 VCGT guidance on this area is clear

23 Zone is very clean VCGT

24 Parking services at parks this VCGT meet your requirements The variations observed in the table above are adjusted continuing and additional 2nd through bilateral discussion with 10 customers using this service Results for observed that there are many variables to be eliminated or combined into one statement Basis for gross statements that the other is a speech by the majority of customers that statements that have the same content Specifically as follows: For component reliability, add a variable

to be transferred from the component functions is to serve to turn "You feel safe when used in the service This VCGT " Ingredients 2 response variables removed "VCGT staff this area serve you on time "Instead of a new variable is "VCGT staff areas very enthusiastic to serve you "Ingredients sympathy with 2 variables discarded as "Zone This VCGT expressed personal interest in you "and" resort attention to the Your best interest "and replaced by a new variable is" always interested VCGT Zone all your needs "Ingredients ability to serve a turn, "Do you feel safety of service users in this VCGT "was transformed into a private part reliable Finally, the components are tangible means of adding a variable new "games in VCGT appropriate for each age group." During investigation to discover new factors, the authors found that variations costs also affect customer satisfaction, so in this scale will also be adding two new observed variable cost component, which is: "Price both consistent with the quality of

service ", and" Compared to other areas VCGT costs in the This VCGT more reasonable " After additional adjustment and new observations and adjusted observations old scale service quality of entertainment destinations including Vinpearl Land 6 observed variables measuring its components Component reliability is measured by four observed variables Ingredients response was measured by four observed variables Ingredients service capacity measured by four observed variables Sympathetic component measured by two observed variables Components of tangible media measurement 10 observed variables Finally, the component cost is measured by two variables observed

Table 3.4: SERVQUAL scale was adjusted and additional 2 nd reliable

1 VCGT area to comply with the program as introduced

2 Zone VCGT provide timely services that they promised

3 Questions or complaints are addressed areas this VCGT worth

4 Do you feel safe when using services in VCGT meet

5 Zone VCGT staff ready to help you

6 VCGT staff serving your area quickly

7 VCGT staff areas very enthusiastic to serve you

8 Even at peak hours, you are also attentive service The ability to serve

9 staff in VCGT have enough knowledge to answer your questions

10 Provision of staff service area VCGT create trust for you

11 These guidelines help your employees peace of mind

12 district staff VCGT have graciously welcoming attitude with you empathy

13 Zone VCGT understand your needs

14 Zone VCGT always interested in all your needs Tangible Media

15 Staff have served in decent costumes VCGT

16 Zone VCGT have modern equipment

20 The structures of the very attractive VCGT

21 VCGT layout area amusement parks convenient

Table 22 VCGT guidelines for clear zones

23 area very clean VCGT

24 parking service at the VCGT meet your requirements costs

25 Prices consistent with quality of service

26 Compared with other areas VCGT VCGT costs in this area much more reasonable

3.3.2 Measure customer satisfaction

In chapter 2 the author refers to service quality and satisfaction customers For the business services they often heterogeneous two concepts This concept but for researchers, it is two completely different concepts together Customer satisfaction is a general concept, said to the satisfaction their services to consumers Meanwhile, the quality of services focused on Specific components of the service (Zeithaml & Bitner 2000) Therefore, the study This research, customer satisfaction measured by overall level of satisfaction for general customer service The scale of customer satisfaction used in this study is based based on measurements of Hayes (1994), including 3 variables observed, interviewed guests every level of satisfaction with their overall service, for services and equipment for the entertainment of the area

Table 3.5: Measuring the level of customer satisfaction

1 Are you satisfied with the services of this site VCGT

2 Are you satisfied with the physical facilities of the VCGT

3 In short, you are satisfied with the quality of the services VCGT

3.4 Official Research

The scale was measured after additional adjustment and through research qualitative assessment will continue through quantitative research (research official) at the Vinpearl Land entertainment Navigate to the object of study those customers have used the service in this area of entertainment Samples were selected by convenience sampling method with the sample size This research was selected 160 sample size ratio

of 5: 1 and in model studies 32 theoretical parameters to estimate, so the minimum

sample size is 32x5 = 160 To achieve the minimum number of samples that are 170 questionnaires were emitted 32 During the investigation process and strictly control the number of votes collected only the remaining 160

questionnaire satisfactory remaining 10 questionnaires were excluded due to the many boxes and furniture optimistic Finally, 160 questionnaires completed surveys were used The data is entered and cleaned by SPSS 11.5 software Of 160 questionnaires have satisfactory living interviewed 83 male (accounting for 51.9% of sample size), the remaining 77 customers are women (accounting for 48.1% of the size samples) In terms of income, with 63 guests being interviewed with per capita income monthly household under 3 million, accounting for 39.4% of sample size, 51 customer income per capita monthly at between 3 million to 5 million, accounting for 31.9% of sample size Per capita income in the range of 5 to 7 with 31 million customers, accounting for 19.4% of sample size The remaining 15 customers with a per capita income of over 7 million / month In particular, the 160 customers have 88 tourists who come here from other provinces, accounting for 55% of the sample size, the remaining 77 tourists in the province, accounting for 45% size sample size

3.5 Summary

This chapter presents the research method is done to evaluate scale research concepts and theoretical models of service quality and customer satisfaction Research methodology is done through 2 steps research study is preliminary and formal study Preliminary and study in this chapter is done through technical workshops Comments duel with 10 customers have used the service in this area of entertainment Formal study is a quantitative study was carried out by technical through direct interview questionnaire study to quantify the size sample of 160 customers The scale components

of service quality and additional adjustments Finally, this scale includes two variables measuring 5 to component quality and service 3 observed variables used to measure the

CHAPTER 4 FINDINGS

4.1 Introduction

Chapter 3 presents the research methodology The aim 4 presents the results of testing scale models and research models as well as the assumptions made in the model This chapter consists of three main parts That is: the results of a preliminary evaluation scale was introduced first, followed by the results confirm the reliability of the scales and finally the test results the theoretical model and hypotheses

4.2 Description of the sample

This study uses sampling in three control variables, which were: gender, income and visitors come from

Table 4.1: Distribution by sex

Frequency Percent Valid Percent Cumulate Percent

Table 4.2: Distribution of income of each family

Frequency Percent Valid Percent Cumulate

Percent Valid Under 3 millions 63 39,4 39,4 39,4

From 3 to 5 millions 51 31,9 31,9 71,3

From 5 to 7 millions 31 19,4 19,4 90,6

Table 4.3: The inventory of hotels in and outside the province

4.3 Clean Data

Data collected after the author designing, coding and data entry through SPSS 11.5 software tools, then proceeded to clean Reason: after data collection compiled remove the blank votes and invalid votes, then the Import of crude into the machine, the process

is usually done with the sample being discrepancies, omissions or inconsistencies; sample some typographical errors, omissions occurring during data entry; Therefore it

using frequency tables to review all of the variables observed variables to find out misleading information or omissions in tools SPSS 11.5 software The results of implementation: After using tabulated frequency method, the results for see: Full data

on all variables Combining check all the observed variables over the frequency table, the author does not find see which variables have been misleading information; Data were cleaned, to put into verification step scale

4.4 Preliminary Assessment Scale

Introduced in Chapter 3, the scale of customer satisfaction in the quality service includes 6 main components: (1) reliability, as measured by four variables related police, from v1 to v4 notation; (2) response, as measured by four observers symbols from v5 to v8; (3) the ability to serve, as measured by four variables denote observations from v9 to v12; (4) empathy, as measured by two observed variables from v13 to v14 notation; (5) tangible medium, as measured by 10 observers from v15 to v24 notation; (6) costs, as measured by 2 observers from V25 to v26 notation The scale of the level overall satisfaction as measured by three observed variables from V27 to v29 notation Scale was used to assess customer satisfaction is the scale Likert 5 point (level

of satisfaction will increase from 1 to 5, from totally disagree to totally agree) The scale was assessed through 2 primary tool is the reliability coefficient Cronbach alpha and factor analysis methods EFA Cronbach alpha coefficient been used before to remove junk variables The correlation coefficient variable gross (item total correlation)

is less than 30 will be eliminated and the scale criteria when it alpha reliability from, 60

or more (Burnstein 1994) Followed by factor analysis EFA Factor analysis is a discovery methods for quantitative analysis of a reduced set of observed variables interdependence into a less variable (called factors) that we have the but that still contains most of the information content of the original variable set (Hair & CTG 1998) The weighted variables (factor loading) is less than 0.40 in the EFA will removed The method used is extracted coefficients Principal component to allow rotation Varimax and stops when the factors are extracted Eigenvalue = 1 (Gerbing & Anderson, 1988) Scale is accepted only when the total variance extracted is greater than or equal to 50% provided that the KMO index> = 0.5 KMO is an indicator used to

consider the appropriateness of EFA, if the coefficient of KMO KMO is between 0.5 ≤

≤ 1 the appropriate factor analysis According Hair & CTG (1998), Factor loading is the norm to ensure meaningful implementation of EFA (ensuring practical significance) Factor loading> 0.30 are considered reaches a minimum, Factor loading> 0.40 are considered important and Factor loading > 0.50 are considered to have practical significance Hair & CTG (1998) also said that if selected standards Factor loading> 0.30, the sample size ≥ 350, if the sample size of 100 should select Factor loading> 0.50

if the sample size is about 50 Factor loading must be> 0.75 Testing the hypothesis Ho Bartlett review: the relationship between the variables concerned not closely correlated

in general If this inspection statistically significant (Sig <, 005), the observed variables are correlated with each other in the overall (weight & Ngoc 2005)

4.5 Cronbach alpha reliability coefficient

4.5.1 Scale factors affecting users

4.5.1.1 rating scales into the "trusted"

Composition with Cronbach Alpha reliability is 0.7786 (> 0.6) The correlation coefficients office gross (Corrected Item - Total Correlation) of the measured variables parts are greater than the permitted standards (standards allow 0.3) Besides the then, when the type of the variable coefficient Alpha (Alpha if Item Deleted) of the variables are less than Cronbach Alpha coefficients Therefore, these variables are used in the analysis of EFA next

4.5.1.2 Rating scale components "meet"

Components can meet Cronbach Alpha is 0.7818 (> 0.6) The correlation coefficients office gross (Corrected Item - Total Correlation) of the measured component standards are allowed (greater than 0.3 standard allows) In addition, the

Alpha coefficients when variables: (Alpha if Item Deleted) of the variable coefficients are smaller Cronbach Alpha These variables were used in subsequent analyzes EFA

4.5.1.3 Rating scales into the "ability to serve"

Ingredients service capability with Cronbach Alpha is 0.8289 (> 0.6) The coefficients correlation gross (Corrected Item - Total Correlation) of the measured component measurement standards are greater than allowed (0.3 standard allows) In addition, Alpha coefficients of the variables: (Alpha if Item Deleted) of the system variables are smaller of Cronbach Alpha Therefore, these variables were used in the factor analysis EFA

4.5.1.4 Rating scale components "sympathetic"

Ingredients sympathy with Cronbach alpha is 0.8051 (> 0.6) The correlation coefficients office gross (Corrected Item - Total Correlation) of the measured component are greater than the permitted standards (standards allow 0.3) Both variables are system gross correlation equal 0.6750 Alpha coefficients when variables: (Alpha if Deleted Items) of the variables are less than Cronbach Alpha coefficients Thus, the two variables were used in the factor analysis EFA

4.5.1.5 Rating scale components "tangible medium"

Composition means tangible Cronbach Alpha is 0.8563 (> 0.6) I shows the correlation coefficients of the variables of the total ingredients are standard measurement allow (greater than 0.3 standard allows) However, when the variable v24 with Alpha type of the variable is greater than 0.8590 Cronbach Alpha v24 so I'll kind of turn It means that when This is one type of variable reliability of this scale increased from 0.8563 to 0.8590 I go 2nd scale testing Thus, after the type of the variable v24 Cronbach's alpha component method Tangible means is 0.8590 (> 0.6) The correlation coefficient gross (Corrected Item - Total Correlation) of the components are standard measure allowing (large than the standards allow 0.3) Alpha coefficients when variables: (Alpha if Item Deleted) of the variables are less than Cronbach Alpha coefficients to these variables are used in subsequent analyzes EFA