Perceived service performance and prospects of VNPT telecommunications in Thai Nguyen, Viet Nam

PERCEIVED SERVICE PERFORMANCE AND PROSPECTS OF VNPT TELECOMMUNICATIONS IN THAI NGUYEN, VIETNAM _ A DISSERTATION Presented to the Faculty of the Graduate School Southern Luzon State University, Lucban, Quezon, Philippines in Collaboration with Thai Nguyen University, Socialist Republic of Vietnam _ In Partial Fulfillment of the Requirements for the Degree Doctor of Business Administration _ By NGUYEN PHUONG THAO (CANDY) December 2013 i APPROVAL SHEET The Dissertation of NGUYEN PHUONG THAO entitled PERCEIVED SERVICE PERFORMANCE AND PROSPECTS OF VNPT TELECOMMUNICATIONS IN THAI NGUYEN, VIETNAM Submitted in Partial Fulfilment of the Requirements for the Degree DOCTOR OF BUSINESS ADMINISTRATION A program offered by Southern Luzon State University, Republic of the Philippines in collaboration with Thai Nguyen University, Socialist Republic of Vietnam has been approved by Oral Examination Committee JOANNA PAULA A ELLAGA, DBA Expert EDUARDO T BAGTANG, DBM Expert WALBERTO A MACARAAN, EdD Expert EDWIN P BERNAL, DBA External Panel CECILIA N GASCON, PhD Chairman Endorsed by: Recommended by: ALICE T VALERIO, PhD Adviser APOLONIA A ESPINOSA, PhD Dean Accepted in Partial Fulfilment of the Requirements for the Degree Doctor of Business Administration _ Date WALBERTO A MACARAAN, EdD Vice President for Academic Affairs ii CERTIFICATE OF ORIGINALITY iii ACKNOWLEDGMENT I wish to extend my most sincere gratitude to the following people who made this piece of work a reality Dr Cecilia N Gascon, President of Southern Luzon State University, Republic of the Philippines, who made possible the linkage with Thai Nguyen University and the offering of Doctor of Business Administration, through the ITC-TUAF; Dr Dang Kim Vui, the President of Thai Nguyen University, who made the linkage with Southern Luzon State University, Republic of the Philippines and the offering of Doctor of Business Administration, through the ITC-TUAF; Dr Alice T Valerio, for her support and supervision throughout my graduate study program Her kindness and daily instructions in the last three years are greatly appreciated and this dissertation is as much her work as mine; Prof Nordelina Ilano, Director, Office for International Affairs of URS for her support to the DBA1 students; Dr Tran Thanh Van, the Dean of the Graduate School; Dr Dang Xuan Binh, the Director of International Training Center; and Dr Nguyen Thanh Hai, the Vice Director of International Training Center of Thai Nguyen University, for their assistance and encouragement to pursue this study; All the SLSU and TNU Professors, for their support and guidance extended throughout the graduate studies in Thai Nguyen University, Vietnam; iv My ever dearest friends for their kindness and remarkable support; and My family, for their support, encouragement for being the sources of greatest inspiration, which made my career a success NGUYEN PHUONG THAO v DEDICATION This piece of work is dedicated To My Family vi TABLE OF CONTENTS PAGE TITLE PAGE ……………………………………………………………… i APPROVAL SHEET ……………………………………………………… ii CERTIFICATE OF ORIGINALITY ……………………………………… iii ACKNOWLEDGEMENT ………………………………………………… iv DEDICATION ……………………………………………………………… vi TABLE OF CONTENTS ………………………………………………… vii LIST OF TABLES ………………………………………………………… ix LIST OF FIGURES ……………………………………………………… xi LIST OF APPENDICES ………………………………………………… xii ABSTRACT ………………………………………………………………… xiii CHAPTER I II III INTRODUCTION Introduction ………………………………………………… Background of the Study ………………………………… Statement of the Problem ………………………………… Objectives of the Study …………………………………… Hypothesis of the Study …………………………………… Significance of the Study ………………………………… 10 Scope and Limitation of the Study ……………………… 10 Definition of Terms ………………………………………… 10 REVIEW OF LITERATURE Related Literature … …………………….……………… 15 Theoretical Framework …………………………………… 28 Conceptual Framework ………………………………….… 29 METHODOLOGY Locale of the Study ………………………………………… 31 Populations, Sample & Sampling Technique …………… 31 Research Instrument ……………………………………… 32 vii IV V Data Gathering Procedure ……………………….…….… 33 Statistical Treatment ……………………… …….…… 34 RESULTS AND DISCUSSIONS ………………………… 35 Profile of the Respondents …………… ……….…… … 35 Perceived Services Performance of VNPT Thai Nguyen 39 Perceived Prospects of the VNPT Thai Nguyen ……… 54 SUMMARY, CONCLUSION AND RECOMMENDATION Summary of Findings ……………………………………… 72 Conclusions ………………………………………………… 78 Recommendations ………………………………………… 79 BIBLIOGRAPHY ………………………………………………………… 89 APPENDICES …………………………………………………………… 91 CURRICULUM VITAE …………………………………………………… 103 viii LIST OF TABLES TABLE PAGE Likert Scale Showing Adjectival and Description…………… 33 Personal Profile of Respondents …………………………… 36 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Status of the Company in Terms of Products and Services ……………………………………… 40 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Status of the Company in Terms of Place …………………………………………………………… 43 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two groups of Respondents on the Status of the Company in terms of the Price …………………………………………………………… 45 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Company Status in Terms of Promotion ……………………………………………………… 46 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Company Status in terms of People 48 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Company in Terms of Position …… 52 Composite Table on the Status of the Company as Evaluated by the Two Groups of Respondents in Terms of the Six Areas ………………………………………………… 53 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Prospect of the Company in Terms of Management Capacity ……………………………………… 55 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Prospect of the Company in Terms of Human Resource …………………………………………… 57 10 11 ix TABLE 12 13 14 15 16 17 PAGE Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Prospect of the Company in Terms of Service Attitude ……………………………………………… 59 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Prospect of the Company in Terms of Marketing ……………………………………………………… 61 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Prospect of the Company in terms of Material Facilities ……………………………………………… 65 Composite Table of the Computed Mean, Verbal Interpretation and Rank Distribution on the Prospect of the Company as Evaluated by the Two Groups of Respondents in terms of the Five Areas …………………… 67 Mean, Standard Deviation, and Correlated T-Test on the Assessment of the Two Groups of Respondents as to the services performance of the Company in Terms of Area with respect to the Different Criteria ………………………… 69 Mean, Standard Deviation, and Correlated T-Test on the assessment of the Two Groups of Respondents as to the Prospect of the Company in Terms of Areas with respect to the Different Criteria………………………………………… 70 x APPENDICES 92 Appendix Letter of Request to the Respondents Republic of the Philippines SOUTHERN LUZON STATE UNIVERSITY and Socialist Republic of Vietnam THAI NGUYEN UNIVERSITY GRADUATE SCHOOL OF BUSINESS October 2, 2012 To the Respondents, I am Nguyen Phuong Thao, a Doctor of Business Administration student from the International Training Center of Southern Luzon State University in the Republic of the Philippines and Thai Nguyen University of the Socialist Republic of Vietnam Currently I am working on the Doctoral Thesis entitled “PERCEIVED SERVICE PERFORMANCE AND PROSPECTS OF VNPT TELECOMMUNICATIONS IN THAI NGUYEN” In this regard, I am requesting for your invaluable help by accomplishing the attached questionnaire Please not leave any blank, and be rest assured that all your responses will be treated with confidentiality and use for academic purposes only Thank you very much for your help in attaining the objective of this research study Very truly yours, Nguyen Phuong Thao Researcher 93 Appendix QUESTIONNAIRE - CHECKLIST PART I RESPONDENTS PROFILE Please put a check mark (/) on the box corresponding to your answer, if necessary place your direct answer to the space provided: Gender: Age : Male 15 - 20 Female 21-30 31-40 41-50 >50 Civil status Single Married Separated Widow/widower Educational Attainment: High school Vocational College Post Graduate PART II Perceive service performance and prospect Direction: Below is a list of items for you to answer as honestly as possible Please check the column that you think and believe is the most appropriate rating for each statement using the 5- point scale interpreted as follows: Please put a tick (/) or write the answer that describes you Scale Status Description Outstanding Condition or provision is very extensive and functioning very well Very Good Good Condition or provision is adequate and functioning fairly well Poor Condition or provision is limited and functioning poorly Absent Condition or provision is extensive and functioning well Condition or provision is needed and missing 94 With: = (4.20 - 5.00) = Outstanding = (3.40 - 4.19) = Very Good = (2.60 - 3.39) = Good = (1.80 - 2.59) = Poor = (1.00 - 1.79) = Absent I - STATUS SERVICE PERFORMANCE (Employees and Customers) PRODUCT / SERVICE Products and Services A Product and Service The customer is provided the transaction with service and dedication The products and services meet the diversity and richness of customer needs B Warranty Service and Maintenance The company is open for product return or exchange VNPT products and services (broadcasting station, line fixed phone, mobile phone ) are checked and maintained regularly VNPT have new products/ services often More customers are using service mobile 2.1 More customers are using SMS 2.2 More customers are using call services 2.3 More customers are using multiple calls 2.4 More customers are using multiple overseas calls 95 PLACE (Network coverage) A Location Transactions 1 VNPT is located in all centers of economy in Vietnam VNPT products are in the string, the remote, border, islands VNPT products are available overseas VNPT transactions are convenient for users to buy/avail VNPT has wider coverage than other telecommunications carrier in the country PRICE A Price 1 Price of products/ services are more competitive for VNPT clients VNPT promotions and discounts are preferred by costumers PROMOTION A Promotion VNPT often conducts promotion Advertisement on hoarding, poster and axis on the main road is effective Advertising on radio is effective The festival ceremony often suspended the slogan happy to welcome the services of VNPT bring effective Advertising new VNPT products on television is effective Promoting new VNPT products on the road is effective Ads for New VNPT Products 7.1 Advertising VNPT products using brochure is effective 7.2 Providing VNPT ads in leaflets in the University is effective 7.3 Providing VNPT ads in leaflets in state agencies is effective 7.4 Providing VNPT ads in leaflets in the Company is effective 96 PEOPLE A Education of Staff Education of employees and transactions are on VNPT Education of staff marketing on VNPT are the colleges Education of staff and general, business VNPT in the university B Treatment of Employees VNPT implementation of holidays for civil servants possible Employees work full time Enter the annual delegation organized for the staff picnic, sightseeing holiday C Salary and Bonus for Employees VNPT implementation of the salaries on time, adequate for civil servants VNPT has more salary bonus for staff in the test festival celebration VNPT has to pay for staff to play with when new VNPT has energy for the staff as stipulated by the state does not D Own Staff Employees enjoy their work Employees know mission, purpose, value vision of VNPT and follow it Attitudes service of staff with customer is good Employees are aware of the uniform Staff often wear uniform Employees like the uniform 97 POSITION (Image) A Customer 1 Customers know the symbol, logo VNPT Customers prefer to use the services of VNPT Customers know the products VNPT B Products Products VNPT dominant compared with the products of other manufacturers People like the new products of VNPT Many new gadgets are provided to customers II - PROSPECTS DEVELOPMENT (Managers and Employees) MANAGEMENT CAPACITY PROSPECTS Management Capacity Use the right staff to correct The staffs have free time Plans of the department for the month, quarter and year are based on the mission and vision of the corporation Plans set are complete Setting up the administrative machinery is enough Regular dissemination of programs and plans to the staff is done Employees are concerned about the employees Up funds are rewarded when staff initiates, improves or creates new products Directing production leads to conception of new products ahead of the other manufacturers 10 Solidarity in “work environment is created 11 Individual and cultural characteristics are present in VNPT 98 HUMAN RESOURCE PROSPECT A Provision of Human Resources 1 There is enough human resources in the company When people are needed, recruitment for additional manpower is done B Performance Evaluation Workers achieve higher efficiency Staff shows ability to solve problems and conduct transactions as well There is ability to solve the problems of the call center employees C Attitudes Attitudes of service staff to clients is good Employees comply with discipline while working Employees comply with company plan Staff members comply with the production plan D Training Annual staff training is held to upgrade services Staff members are sent on specialized training at the Institute of Telecommunications The training is effective SERVICE PROSPECTS A Staff Service The attitude service of staff customer care possible The attitude service of call center staff as well The attitude service of staff repair line is good B Customer Care Service Customer care for VNPT cellular is available There is customer care service to meet client needs Target call center call to succeed in 60 seconds compared with the network name in other countries Number of services provided enough customer needs 99 MARKETING PROSPECTS A Effectiveness of Marketing Methods The company uses effective marketing methods The investment amount for ads is appropriate and effective for at least one year Advertising VNPT products on TV is attractive viewers Advertising VNPT products with images provides meaning B VNPT Image in the Eyes of Customers The influence of VNPT market is large The quality of service of VNPT in the market is good and the number of customers using the service increases C Extent of Advertising There are VNPT advertisements on television There are more radio ads There are advertisements on many other media There are advertising slogans Advertising funds of the company is much larger D Customer Gifts Customers like the gifts from the company Gifts to regular customers last for a year Gifts to customers are new from time to time Customers receive gifts on their birthdays The company gifts large customers E Promotions Prospects The company has organized promotions Promotions have been held regularly since 2010-2012 Customers enjoy the promotions Customers are able to know more the products because of promotions Promotions notice is given to customers 5.1 Promotions ensure the confidentiality of the customers 5.2 The promotions efforts of VNPT is commendable 5.3 Promotions can bring more revenue and profit for VNPT 100 F The Level of Competition: The Impact of VNPT Compared to Other Companies 1 Viettel (The Army Telecommunications Corporation) Mobifone (Company Information mobile) EVN Telecom (Telecommunications Company Information Power) Vietnam Mobile Hanoi Telecom (JSC Hanoi Telecom) SPT (Company Services Telecommunications Saigon) MATERIAL FACILITIES PROSPECTS A Materials 1 Materials are provided on time for production Materials are provided fully for production VNT provides sufficient amount of time to purchase materials to provide production Regular repair and treatment of warehouse and factory is being done Services such as SIM cards, fixed phone and 3G services are provided on time to customers B Technology Machinery equipment for the system of corporations are fully modern VNPT waves through the use of satellite or Vinasat is stable There are facilities, machinery, technology and equipment room 3.1 Transactions and direct production is stable 3.2 The call center is stable and good 3.3 The company, as a whole, is stable and good Thank you for taking time to respond the survey questionnaire The data/information shared will go a long way in further enhancing the telecommunication industry in the province and the country as a whole 101 Appendix The Organizational Structure of the Management VNPT Telecommunication Thai Nguyen Profile of VNPT Thai Nguyen Address: No 10 – Cach mang thang street – Thai Nguyen city VNPT Thai Nguyen Administrative office Informatics Centre & Customer Service Transmission centers VNPT Vo Nhai district VNPT Thai Nguyen city VNPT Dong Hy district VNPT Phu Binh district VNPT Dai Tu district VNPT Song Cong district VNPT Phu Luong district VNPT Pho Yen district VNPT Dinh Hoa district 102 CURRICULUM VITAE Faculty: Accounting Department(or equivalent) Economics and Business Administration Full name: NGUYEN PHUONG THAO Date of birth: 05th November 1981 Home address: N.678, Luong Ngoc Quyen street, Thai Nguyen city, Vietnam TNU contact details: Accounting Faculty, College of Economics and Business Administration, TNU Current appointment and date of appointment: Date Current appointment Qualifications: Qualification BA in Economics Bachelor of Training English Master in Economics (Major in Accounting, Auditing and Economic Operations Analysis ) Previous employment: Date from Date to May 2004 To-date Dec.2003 May.2004 Awarding Institution College of Agriculture and Forestry, TNU, Vietnam NationalUniversity Ha Noi, Vietnam UniversityofNationalEconomics, Vietnam Date September,2 003 November, 2005 June, 2009 Position held Accounting and Auditing Instructor Accounting Instructor Organisation Accounting department, Thai Nguyen university of Economics and Business Administratio n(TUEBA) Agriculture Economics Department Thai Nguyen university of Agriculture and Forestry 10 11 Areas of professional expertise: Basic Accounting and Auditing Financial Accounting Financial Management International accounting (American accounting system) Administrative Accounting Current responsibilities: Teaching Bachelor in Accounting - Basic Accounting and Auditing - Financial Accounting - International accounting - Administrative Accounting 12 Previous responsibilities and experience: Teaching - Lecture for Bachelor of Accounting students (since December 2003) Academic management: - Lecture for Accountants in co-operative in Thai Nguyen province - Work as an assistant registrar at Training Bureau, TUEBA (from 8/2004 to 7/2007) - Assistant Manager of Scientific Research in Accounting Department (since March 2009) Academic enterprise activities: 13 External examining experience: Date Subject Institution : 14 Experience as reviewer/auditor for QAA, PSRB or other Quality Assurance Date Subject Organisation 15 Research and principal publications in the last years: (List in the categories below providing the following information and stating whether authored or coauthored) Author(s): Year Monographs: 2008 Edited collections: Papers/articles in refereed journals: Title Publisher N/A 2011 Managerial Accounting 2012 Solutions to improve customer financial analysis in lending activity in Agribank – Vo Nhai branch Journal of Science and Technology Journal of Science and Technology ISB N Papers/articles in non-refereed journals: Chapters in books authored or co-authored: 16 18 19 20 21 22 2008 Basic Auditing 2013 International Accounting Conference papers N/A Other publications (eg book reviews) N/A Labour – Social publisher Thai Nguyen university publisher Experience of supervision of UK registered research degree candidates: (Please state number of candidates in each category) Successfully completed Currently supervising MPhil: N/A PhD: 17 N/A N/A Experience of examining of UK research degree candidates: (Please state number of candidates in each category) MPhil N/A PhD: N/A Conferences attended: Year Month Organisation Location Conferences organised: Year Month Organisation N/A Location Professional development: Join in Accounting and Auditing Association of Thai Nguyen province Lecture for Short courses in Accounting Courses attended: Year Month Description 2012 Regulation and financial auditing in India Professional activities: None 23 Membership of professional statutory and regulatory bodies : None 24 Consultancies: Give professional advice to accountants at Cooperatives Help accountants make estimation for cooperatives in Thai Nguyen province Other relevant information: 25 ... in Vietnam increasingly becomes more dynamic VNPT of telecommunications Thai Nguyen province To develop fast, sustains strong, the and needs of sustainable telecommunications, VNPT must continually... specific characteristic in business of VNPT Company VNPT is the pioneer in expanding mobile information in remote regions in Vietnam It is doing business to provide good services in order to promote... management and professional and high business sectors, including telecommunications and information technology in the industry and professional business It is tightly linked between production and business