Factors affecting apartment purchase decision and satisfaction level of customers an empirical study of residential housing market in ho chi minh city, viet nam

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Dong Manh Hung FACTORS AFFECTING APARTMENT PURCHASE DECISION AND SATISFACTION LEVEL OF CUSTOMERS: AN EMPIRICAL STUDY OF RESIDENTIAL HOUSING MARKET IN HO CHI MINH CITY, VIETNAM MASTER OF BUSINESS (Honours) Ho Chi Minh City-Year 2016 ACKNOWLEDGEMENT Firstly, I would like to express my gratefulness to my supervisor Dr Dinh Thai Hoang for his professional guidance, intensive support, valuable suggestions, instructions and encouragement during the time of doing my research I would like to express my deepest gratitude to Dr Tran Ha Minh Quan, Dr Nguyen Dinh Tho, and other professors in the committee for their valuable time as the members of the thesis examination committee Their comments and meaningful suggestions were contributed significantly for my completion of this research My sincere thanks are given to all of my teachers at International Business School – University of Economics of Ho Chi Minh City for their teaching and guidance during my master course UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Dong Manh Hung FACTORS AFFECTING APARTMENT PURCHASE DECISION AND SATISFACTION LEVEL OF CUSTOMERS: AN EMPIRICAL STUDY OF RESIDENTIAL HOUSING MARKET IN HO CHI MINH CITY, VIETNAM ID: 22130027 MASTER OF BUSINESS (Honours) SUPERVISOR: Dr Dinh Thai Hoang Ho Chi Minh City-Year 2016 ABSTRACT In the real estate industry, purchasing an apartment is one of the most significant economic decisions that people make, and it requires the purchaser to gather a lot of information regarding its features In reality, a real estate product as an apartment is both a financial asset and a physical attributes comprising of its intrinsic attributes, extrinsic attributes and other factors that connect it to customer behavioral research and satisfaction level Therefore, better knowledge of the factors influencing purchasers’ behavior will help apartment developers to have better understanding and prediction of purchase decision making in real estate markets In an effort to provide a better understanding of purchasing behavioral decision making context and influences to all apartment participants which are the developers, purchasers, and real estate agents, this study examined the relationships of these factors: apartment attributes, financial status, apartment service quality, purchasing decision making and customer’s satisfaction level of 214 respondents who have apartment purchasing transactions in real estate industry in the Ho Chi Minh City with an expectation of strengthening evidence in Vietnam Employing the CFA & SEM analyses, the research findings indicated that there were the positive relationships among apartment attributes, financial status, apartment service quality, purchasing decision and customer’s satisfaction level The study also points out useful practical and managerial implications, which support the real estate companies to have the marketing and sales strategies impacting greatly on customer purchase decision and help policy makers to use suitable policies to develop the Vietnam real estate industry Key words: Real estate industry, apartment attributes, financial status, apartment service quality, customer purchasing decision, customer satisfaction level, real estate organizations, HCM city CONTENTS ACKNOWLEDGEMENT ABSTRACT ABBREVIATION Chapter 1: INTRODUCTION………………………………………………………………… 1.1 Background to the research and research problem 1.2 Research objectives 1.3 Research methodology and research scope 1.4 Research significance 1.5 Research structure Chapter 2: LITERATURE REVIEW 2.1 Apartment purchase decision 2.2 Apartment attributes and apartment purchasing decision 2.3 Financial status and apartment purchasing decision 11 2.4 Apartment service quality and apartment purchasing decision 13 2.5 Apartment attributes and customer satisfaction level 15 2.6 Apartment service quality and customer’s satisfaction level 16 2.7 Conceptual model 18 Chapter 3: METHODOLOGY 20 3.1 Research design 20 3.1.1 Research process 20 3.1.2 Measurement scales 22 3.2 Quantitative study 26 3.2.1 Sample 26 3.2.2 Data analysis procedures 27 Chapter 4: DATA ANALYSIS 29 4.1 Respondents’ demographics 29 4.2.1 CFA for the first-order constructs 32 4.2.2 CFA for second-order constructs 37 4.2.3 CFA for the final measurement model 40 4.3 Structural equation modeling (SEM) 45 LIST OF FIGURES Figure 2.1 Purchase decisions (Zeng, 2013)…………………………………… Figure 2.2 Conceptual model 18 Figure 3.1 Research process 21 Figure 4.1 CFA model of financial status 32 Figure 4.2 CFA model of service quality 34 Figure 4.3 CFA model of purchasing decision 34 Figure 4.4 CFA model of satisfaction level Error! Bookmark not defined Figure 4.5 CFA model of Apartment Attributes 38 Figure 4.6 Final measurement model 44 Figure 4.7 Structural results (standardized estimates) 46 LIST OF TABLES Table 3.1 Source of data collection 26 Table 4.1 Respondents’ characteristics 30 Table 4.2 The first run of CFA (of financial status, service quality, purchasing decision and satisfaction level) 33 Table 4.3 Summarized of CR, AVE and Cronbach’α (first order constructs) 36 Table 4.4 The first run of CFA of Apartment Attributes 37 Table 4.5 Summarized of CR, AVE and Cronbach’α (Apartment Attributes) 39 Table 4.6 Correlation (of Apartment Attributes) 40 Table 4.7 Summarized of CR, AVE and Cronbach’α (final model) 40 Table 4.8 CFA Summary of eliminated item 42 Table 4.9 Correlations (final measurement model) 43 Table 4.10 Unstandardized structural paths 45 Table 4.11 Regression Weights (bootstrap standard errors) 47 4.4 Bootstrap method 47 4.5 Discussion 47 Chapter 5: CONCLUSION, IMPLICATIONS, AND LIMITATION 51 5.1 Managerial implications 52 5.2 Limitations and future research 55 REFERENCES 56 APPENDICES 61 LIST OF APPENDICES Appendix A List of in-depth interviews’ participants 61 Appendix B Qualitative in-depth interview 61 Appendix C Qualitative in-depth interview findings 64 Appendix D Questionnaire (English Version) 70 Appendix F Correlations among components of apartment attributes, financial status, service quality, purchasing decision and satisfaction level 76 Appendix G Final measurement scales 77 ABBREVIATION AVE Averaged variance extracted CFA Confirmatory Factor Analysis CR Composite reliability ExtrinA Extrinsic attributes EnvirA Environment attributes FinanSta Financial status IntrinsA Intrinsic attributes LocA Location attributes HCM Ho Chi Minh City PurchasD or PurchaseDecision Purchase decision SatisfLev Satisfaction level SEM Structural equation modeling SerQua Service quality SPSS Statistical Package for the Social Sciences Chapter 1: INTRODUCTION 1.1 Background to the research and research problem Vietnam’s economy has been growing rapidly since the late 1990s when significant economic reformed and the country’s Open Door Policy were implemented Vietnam’s growth rate is on average 6.4% in the last decade (The World Bank, 2015) Following these changes, Vietnam’s residential housing industry also experienced fast development and expansion However, Vietnam population was nearly 91 million people in 2014 and the population increased by 1.06 percent annually (The World Bank, 2015) Additionally, the urbanization rate in Vietnam is also increasing at 3.3 percent annually and 33.1 percent of the population is living in urban areas (Thanh Nien News, 2014) In most of the big cities in Vietnam, particularly in Ho Chi Minh City, the business center of Vietnam, has around 7.9 million people in 2014 and the urbanization to its suburbs is quite fast Thus, the increasing in population and rapid urbanization in the developing countries like Vietnam create the house or apartment shortage at critical levels (Morel, Mesbah, Oggero & Walker, 2001) Moreover, an increasing house or apartment demand often surplus the pace of its supply (Zang, as cited in Phan, 2012) As a result, the demand for a house or an apartment is the urgent demand for each individual and households The real estate market in Vietnam has been significantly fluctuating since 1990 It might be seen as three times fever and declining prices in the two decades (Phan, 2012) After the economic depression in the period of 2012-2013, the real estate market has been shown signs of recovery The successful real estate transactions in Hanoi in 2014 are 11,450 transactions (up by more than times compared to 2013) and in HCM City are 10,350 transactions (up 30% compared with 2013) (Manh Tung, 2014) In general, Vietnam real estate market has taken advantages of population increasing and rapid urbanization which created a huge house or Appendix C Qualitative in-depth interview findings The findings of in-depth interview got agreements of interviewees on the below contents: They confirmed their understanding about apartment attributes, financial status, service quality and purchase decision behavior process as well as the consequential relationship among these dimensions However, the measurement scale has some items which are not suitable for the Vietnamese contexts, especially real estate business environment of Vietnam They need to be modified and complemented to be more appropriate In detail, the items were modified as below: Respondents' Original information measurement scales Comments Final measurement scales Apartment attributes: Intrinsic apartment attributes Huynh Tuan Loc – 30 Dwelling type The respondents stated that Excluded this item due years old, Tour operator they understood the scale to it is not necessary Le Hai Nam – 26 years meaning old, Civil engineer admitted it is not necessary Nguyen Hai Truong – because the dwelling type has 36 years old, Customer already care execute apartment However, mentioned they as Vo Hoang Bac – 31 years old, Marketing execute Le Hai Nam – 26 years Age of the house Regarding to the age of the Excluded this item due old, Civil engineer house, Nguyen Hai Truong – mentioned that they clearly 36 years old, Customer understand that an apartment care execute just survices around fifty the interviewees to it is not necessary years Therefore, this item is not necessary Pham Thi Hue, 28 years Size of living room All respondents stated that Modified: Size of rooms old, Real estate agent they just care about the size in the apartment (living Size of kitchen and Vo Hoang Bac – 31 dining room of the rooms in an apartment room, 64 bed room, years old, Marketing in general They believe that kitchen…) execute if they know the size of one Pham Truong Duy – 35 room, they can imagine the years old, IT programer size of other rooms So, these scales should be used to measure “size of rooms” Pham Thi Hue, 28 years Number and size of All respondents stated that Modified: Number of old, Real estate agent they just care about the rooms in the apartment bedrooms Vo Hoang Bac – 31 Number and size of years old, Marketing bathrooms number of the rooms in an (living room, bed room, apartment in general So, kitchen…) execute these scales should be used to Pham Truong Duy – 35 measure “number of rooms” years old, IT programer Pham Truong Duy – 35 Availability of In regard to this item, the Excluded this item due years old, IT programer interviewees mentioned that to it is is not necessary storage room Vo Hoang Bac – 31 most of the customers who years buys an apartment are young old, Marketing execute couples So they not need storage room Moreover, space of an apartment is limited for a storage room So, this item is not necessary Extrinsic attributes Le Hai Nam – 26 years The appearance of In regard to this item, the Modified old, Civil engineer the house/building The interviewees mentioned that appearance of the whole Nguyen Hai Truong – apartment is a part of a whole building 36 years old, Customer block of buiding Therefore, care execute apartment buyers would care about the appearance of the whole building Pham Thi Hue, 28 years External walls The interviewees mentioned Excluded this item due old, Real estate agent that apartment is a part of a to it is is not necessary Le Hai Nam – 26 years whole block of buiding 65 old, Civil engineer Therefore, the item of “external walls” is not necessary Environment attributes Pham Thi Hue, 28 years Greenery of adjacent All respondents stated that Excluded this item due old, Real estate agent street space for apartment to it is not popular term Vo Hoang Bac – 31 construction is limited and the in Vietnam context years term “green environment” is old, Marketing execute still far ahead in future So, Pham Truong Duy – 35 this item should be excluded years old, IT programer Le Hai Nam – 26 years Street lighting In regard to this item, the Excluded this item due old, Civil engineer interviewees mentioned that to it is is not necessary Vo Hoang Bac – 31 street light is an existance of years all street in HCM City old, Marketing execute Therefore, this item should be excluded Presence of footpath In regard to this item, the Excluded this item due interviewees also mentioned to it is not necessary that footpath is an existence of all street in HCM City Therefore, this item should be excluded Location attributes Huynh Tuan Loc – 30 - Location close to In relate to the items of this Modified to be more years old, Tour operator schools and construct, the interviewees suitable Le Hai Nam – 26 years nurseries criticized that the criteria to buyer’s concerns: old, Civil engineer - Location close to evaluate the location of an Nguyen Hai Truong – health centre and apartment should be close to 36 years old, Customer hospital schools, care execute - Location close to recreation shopping centre transport - Location close to Therefore, 66 to apartment - Location close to schools and nurseries hospitals, market, - Location close to centre, public health centre and and the workplace items of hospital - Location close to food court location attributes should be - Location close to modified market - Location close to sports facilities, recreation centre library, and social - Location close to activities centers workplace etc - Location close to - Location on a main public transport street - Location on a downtown street - Location close to public transport - Location close to workplace - Location close to other community services Financial status Huynh Tuan Loc – 30 - Maximum monthly The years old, Tour operator whenever they thought of “maximum repayment respondents stated Excluded these items of monthly Le Hai Nam – 26 years - The registration fee buying an apartment they care repayment” old, Civil engineer about Pham Thi Hue, 28 years apartment old, Real estate agent maximum mortgage is, how popular in Vietnam how much cost, and “the that registration fee” due to how they are not necessary or much interest rate is, and how long that they have to pay off their mortgage Thus, they suggested that the researcher to exclude “maximum monthly repayment” and “the registration fee” Service quality provide by suppliers Le Hai Nam – 26 years Dependability in With regard to this item, Excluded this item due 67 old, Civil engineer handing home respondents Vo Hoang Bac – 31 buyers’ years suggested the to it is not popular term service item is still not popular in in Vietnam context old, Marketing problems Vietnam and is not very clear execute to understand Thus, it should be excluded Vo Hoang Bac – 31 - Employees having With these items, respondents Excluded these items years the home buyers’ stated execute best interests at clarified in meaning, as well common Pham Truong Duy – 35 heart as they are difficult for context and they are years old, Marketing old, IT - Employees who programmer that they are not due to they are not understand the to measure These items are buyers to measure these needs of their home partly described clearer by items buyers other items in scale The interviewees admitted Excluded years that when they work with real because old, Marketing a neat, professional appearance estate agents, they evaluate the ways the real years estate agents could persuade IT programmer them by helping them to Pham Thi Hue, 28 years know the quality provides by old, Real estate agent suppliers, not this of item apartment just buyer’s concerns Pham Truong Duy – 35 old, Vietnam Vietnamese apartment buyers difficult for apartment Vo Hoang Bac – 31 Employees who have execute in employee’s appearance Thus, this item should be excluded Purchase decision behavioral process Pham Truong Duy – 35 I years old, experienced IT sudden programmer a The interviewees suggested Modified: I experienced desire to deleting the word “sudden” a desire to purchase it purchase it because buying an apartment Pham Thi Hue, 28 years is an important decision old, Real estate agent Therefore, they need a very long time to care Pham Truong Duy – 35 I felt like I could not Respondents stated that it is Excluded this item due years old, programmer IT anything but partly described clearer by to it is partly described buying the product other items in scale 68 clearer by other items in Pham Thi Hue, 28 years scale old, Real estate agent Huynh Tuan Loc – 30 years old, Tour operator Satisfaction level Vo Hoang Bac – 31 The product that I With this item, respondents Modified: years old, Marketing have bought meets stated that it is very general execute my expectation - The attributes of the and not clarified in meaning apartment that I have Pham Truong Duy – 35 Therefore, this item should be bought years divided into two items to expectations old, IT programmer meets my clarify clearer “the attributes - The services provide of the apartment” and “the by suppliers of the services provide by suppliers apartment that I have of the apartment” bought meets my expectations Le Hai Nam – 26 years In general, all respondents Changing the key word old, Civil engineer recommended changing the “house” Vo Hoang Bac – 31 key years “apartment” in the execute questionnaire to help Pham Thi Hue, 28 years respondents old, Real estate agent understand the product being Huynh Tuan Loc – 30 asking about old, Marketing years old, Tour operator Pham Truong Duy – 35 years old, IT programmer Nguyen Hai Truong – 36 years old, Customer care execute 69 word “house” to into “apartment” clearly into Appendix D Questionnaire (English Version) Dear Sir/Madam I am Dong Manh Hung, a student of Master Program of University of Economics of Ho Chi Minh City I am undertaking a research to investigate factors affecting apartment purchase decision and satisfaction of customers For this purpose, I kindly request you to complete the following short questionnaire regarding your attitude about apartment attributes, financial status, service quality, apartment purchase decision behavioral process and satisfaction level It should take you no longer than 10 minutes to complete the questionnaire Although your response is significantly important to my research, your participation in this survey is voluntary Your personal information will not be disclosed without your permission If you have concerns or questions over this study, please contact me via email address: sagotechvn@yahoo.com or phone number: 0913111755 I Section A This section helps you to understand clearer about factors affecting apartment purchase decision and satisfaction level of customers Purchase decision behavioral process in this survey has been defined as “a stage of customer buying behavior carried out over the course of a set period of time” In other words, it is a purchase decision-making process and indicates how you decide whether and where to buy an apartment Have you ever wanted to buy and ever had apartment purchasing transactions in the Ho Chi Minh City? Yes  No  If your answer for question is “no”, you can stop your work here Thank you for your cooperation in completing this questionnaire If your answer for question is “yes”, please continue answering the questions in Section B and Section C If you have purchased more than one apartment, please choose only one of them to answer this survey II Section B This section explores your attitude and perceptions regarding apartment attributes, financial status, service quality, apartment purchase decision and satisfaction level 70 To what extent you agree with each of the following statements, please indicate your answer using the following 5-point scale where: Strongly Disagree 1………………………5 Strongly Agree Question Area of structure of the apartment is well designed 2 5 I’m satisfied with size of rooms in the apartment (living room, bed room, kitchen…) Number of rooms in the apartment (living room, bed room, kitchen…) are what I need Layout & decorate style of the apartment are beautiful 5 Architectural materials are reliable I think the appearance of the whole building is beautiful Garden near the building is big and clean Exterior spaces refer to public area, such as the public aisle, elevator, recreation room are big and clean Air quality of the living area is clean 10 Surrounding noise is almost nothing 11 Width of road and passages is big enough 12 Rain water drainage system is good 13 Apartment location is close to schools and nurseries 14 Apartment location is close to health centre and hospital 15 Apartment location is close to market, shopping centre 16 Apartment location is close to recreation places 17 Apartment location is close to workplaces 18 Location that you feel easy to get transportation vehicles 19 Apartment price is good price 20 Maximum mortgage is good for my financial status 21 Interest rate is affortable 22 Income payment duration is good 23 Providing service is as promised 24 There is a readiness to respond to home buyers’ requests 25 Secure housing transaction is high 26 Employees are consistently courteous 27 The after sales services are always available 71 28 The service office hours is convenient for me 29 I experienced a desire to purchase an apartment 30 I felt like I had to purchase it from the first time I saw it 31 The urge to purchase an apartment overcome me 32 I have purchased an apartment 33 I personally feel good that I have bought an apartment 34 I am pleased that I have bought an apartment 35 The attributes of the apartment that I have bought meets my expectations 36 The services provide by suppliers of the apartment that I have bought meets my expectations My purchase decision is much better than other buying decisions (valuable products) in the past 5 37 III Section C – Background Information This section of the questionnaire refers to background or biographical information The information will allow me to classify and compare groups of respondents Gender Male  Female  Age group in years < 25  25 – 35  36 – 50   > 50 Married  Other:……………… (please specify) Marital Single  Family size One  Two  Three  More than  Education High school  College  University  Postgraduate  Career Worker  Officer  Business owner/ Manager  Other (Please specify): ………… Income per month (1,000,000vnd/month) 3–9 – 14  > 14  Thank you for your co-operation in completing this questionnaire! 72 Appendix E Questionnaire (Vietnamese Version) PHIẾU KHẢO SÁT Kính chào Anh/Chị, tên Đồng Mạnh Hùng, học viên cao học trường Đại học Kinh tế Tp.HCM Tôi nghiên cứu yếu tố ảnh hưởng đến định mua hộ chung cư anh chị Rất mong Anh/Chị dành khoảng đến 10 phút để nói lên quan điểm Anh/Chị phát biểu đề cập Phiếu khảo sát Mặc dù câu trả lời Anh/ Chị quan trọng nghiên cứu tôi, nhiên việc tham gia khảo sát hồn tồn khơng bắt buộc Thông tin cá nhân Anh/ Chị giữ bí mật hồn tồn Trong q trình thực phiếu khảo sát này, Anh/Chị có thắc mắc nào, xin vui lịng liên lạc với tơi thơng qua địa email: sagotechvn@yahoo.com, số điện thoại: 0913111755 I Phần A Phần giúp bạn hiểu rõ ràng yếu tố ảnh hưởng đến định mua hộ chung cư Quyết định mua hộ khảo sát định nghĩa "diễn biến thái độ hành vi định mua xảy giai đoạn thời gian cụ thể" Nói cách khác, định mua hộ dựa đánh giá hài lòng anh chị đặc điểm hộ, vị trí hộ, môi trường xung quanh chất lượng dịch vụ cung cấp chủ đầu tư Anh/Chị có nhu cầu mua hộ chung cư để địa bàn thành phố Hồ Chí Minh? (Nhu cầu bao gồm có ý định mua thực giao dịch mua hộ chung cư) Có  Khơng  Nếu câu số anh/chị trả lời “khơng”, anh/chị dừng việc trả lời khảo sát Chân thành cám ơn giúp đỡ anh chị Nếu câu số anh/chị trả lời “có”, xin anh/chị vui lòng trả lời tiếp câu hỏi phần B phần C Nếu anh chị mua nhiều hộ chung cư để ở, vui lòng chọn để trả lời II Phần B Phần thể thái độ cách nhìn nhận Anh/Chị yếu tố tác động đến ảnh hưởng đến định mua hộ chung cư anh chị Xin cho biết mức độ nhận định Anh/ Chị phát biểu sau cách đánh dấu ( X ) vào ô tương ứng, với: Hồn tồn khơng đồng ý 1………………… Hồn toàn đồng ý Câu hỏi Cấu trúc thiết kế bên hộ hợp lý Diện tích cho phòng phân bổ (phòng ngủ, phòng khách, nhà 5 bếp…) hợp lý Số lượng phòng (phòng ngủ, phòng khách, nhà bếp…) phù hợp so với nhu cầu tơi 73 Có tính thẩm mỹ giao diện cách trí hộ 5 Nguyên vật liệu cho kiến trúc hộ đáng tin cậy Diện mạo tòa nhà chung cư phù hợp với gu thẩm mỹ Công viên/vườn không gian xung quanh hộ rộng rãi 5 thoáng mát Khơng gian bên ngồi thuộc khu vực chung, lối cơng cộng, thang máy, phịng giải trí… thống mát Khơng khí xung quanh hộ lành 10 Tiếng ồn xung quanh hộ nhỏ khơng có 11 Độ rộng lối đường xá xung quanh hợp lý 12 Hệ thống thoát nước khu vực xung quanh hộ tốt 13 Căn hộ chung cư có vị trí gần trường học 14 Căn hộ chung cư có vị trí gần bệnh viện sở y tế 15 Căn hộ chung cư có vị trí gần chợ, trung tâm mua sắm 16 Căn hộ chung cư có vị trí gần khu vui chơi giải trí 17 Căn hộ chung cư có vị trí gần chỗ làm việc thành viên gia 5 đình tơi 18 Căn hộ chung cư vị trí dễ dàng cho việc sử dụng phương tiện giao thông công cộng xe bus, taxi… 19 Giá hộ chung cư hợp lý 20 Khoản vay tối đa (thế chấp hộ) hợp lý 21 Lãi vay phù hợp với khả gia đình 22 Thời gian chi trả (khoản tiền vay trừ vào thu nhập) phù hợp 23 Dịch vụ hộ cung ứng thỏa thuận 24 Các ý kiến yêu cầu người mua hộ nhận phản hồi 25 Việc tốn mua hộ ln đảm bảo an tồn 26 Thái độ phục vụ nhân viên thân thiện niềm mở 27 Giờ làm việc phận dịch vụ khách hàng phù hợp với thời gian 28 Dịch vụ chăm sóc khách hàng sau bán hàng chủ đầu tư tốt 29 Tôi khát khao mua hộ chung cư 30 Tôi nhận thấy muốn mua hộ chung cư từ lần thấy 74 31 Tơi thấy thúc bách phải mua hộ chung cư 32 Tôi định mua hộ chung cư 33 Cá nhân cảm thấy vui định mua hộ chung cư 34 Tôi thực hạnh phúc định mua hộ chung cư 35 Những thuộc tính hộ chung cư tơi mua đáp ứng mong muốn 36 Chất lượng dịch vụ chủ đầu tư đáp ứng mong muốn 37 Tôi nhận thấy định mua hộ chung cư đắn định mua sản phẩm có giá trị lớn khác trước III Phần C – thông tin cá nhân Phần liên quan đến thông tin cá nhân Xin Anh/ Chị cho biết số thông tin sau để phục vụ cho việc phân loại so sánh nhóm đối tượng khảo sát Giới tính Nhóm tuổi Nam  Nữ  < 25  25 – 35  36 – 50   > 50 Tình trạng nhân Độc thân  Đã kết hôn  Khác:……………… (Xin ghi cụ thể) Số lượng thành viên gia đình Một  Hai  Ba  >3  Trình độ học vấn Cao đẳng  THPT  Đại học  Sau đại học  Công việc Công nhân  Nhân viên  Quản lý/doanh nhân  Khác (Xin ghi cụ thể): ………… Thu nhập (1,000,000vnd/tháng) 3–9 – 14  > 14  CẢM ƠN ANH CHỊ ĐÃ THAM GIA KHẢO SÁT - 75 Appendix F Correlations among components of apartment attributes, financial status, service quality, purchasing decision and satisfaction level Correlation r se 1-r t-value p-value (1-r) IntrinsA ExtrinA IntrinsA EnvirA IntrinsA LocA IntrinsA FinancialStatus IntrinsA SerQual IntrinsA PurchaseDecision IntrinsA SatisfactionLevel ExtrinA EnvirA ExtrinA LocA ExtrinA FinancialStatus ExtrinA SerQual ExtrinA PurchaseDecision ExtrinA SatisfactionLevel EnvirA LocA EnvirA FinancialStatus EnvirA SerQual EnvirA PurchaseDecision EnvirA SatisfactionLevel LocA FinancialStatus LocA SerQual LocA PurchaseDecision LocA SatisfactionLevel FinancialStatus SerQual FinancialStatus PurchaseDecision FinancialStatus SatisfactionLevel SerQual PurchaseDecision SerQual SatisfactionLevel PurchaseDecision SatisfactionLevel 0.69 0.688 0.58 0.217 0.156 0.199 0.206 0.602 0.503 0.23 0.239 0.194 0.258 0.474 0.283 0.261 0.319 0.333 0.138 0.169 0.159 0.308 0.461 0.356 0.182 0.405 0.296 0.211 76 0.052 0.31 6.00 0.000 0.052 0.31 6.02 0.000 0.058 0.42 7.22 0.000 0.070 0.78 11.23 0.000 0.071 0.84 11.96 0.000 0.070 0.80 11.44 0.000 0.070 0.79 11.36 0.000 0.057 0.40 6.98 0.000 0.062 0.50 8.05 0.000 0.070 0.77 11.08 0.000 0.069 0.76 10.97 0.000 0.070 0.81 11.50 0.000 0.069 0.74 10.75 0.000 0.063 0.53 8.36 0.000 0.069 0.72 10.47 0.000 0.069 0.74 10.72 0.000 0.068 0.68 10.06 0.000 0.067 0.67 9.90 0.000 0.071 0.86 12.18 0.000 0.070 0.83 11.80 0.000 0.071 0.84 11.93 0.000 0.068 0.69 10.18 0.000 0.063 0.54 8.50 0.000 0.067 0.64 9.65 0.000 0.070 0.82 11.65 0.000 0.065 0.60 9.11 0.000 0.068 0.70 10.32 0.000 0.070 0.79 11.30 0.000 Appendix G Final measurement scales Measure scale No of Name of items items Intrinsic attributes 03 (Apartment Attributes) IntrinsA2: Size of rooms in the apartment IntrinsA3: Number of rooms in the apartment IntrinsA4: Layout & decorate style of the apartment Extrinsic attributes 03 (Apartment Attributes) ExtrinA1: The appearance of the whole building ExtrinA2: Presence of garden and size of garden ExtrinA3: Exterior spaces refer to public area, such as the public aisle, elevator, recreation room Environment attributes 03 (Apartment Attributes) EnvirA1: Air quality of the living area EnvirA2: Surrounding noise EnvirA4: Rain water drainage system Location attributes 03 (Apartment Attributes) LocA1: Location close to schools and nurseries LocA2: Location close to health centre and hospital LocA3: Location close to market, shopping centre Financial Status 03 FinanSta1: Apartment price FinanSta3: Interest rate FinanSta4: Income payment duration Service Quality 05 SerQua1: Providing service as promised SerQua2: Readiness to respond to home buyers’ requests SerQua3: Secure housing transaction 77 SerQua4: Employees who are consistently courteous SerQua5: Availability of after sales service Purchase Decision 03 PurchasD1: I experienced a desire to purchase an apartment PurchasD3: The urge to purchase an apartment overcome me PurchasD4: I have purchased an apartment Satisfaction Level 04 SatisfLev1: I personally feel good that I have bought an apartment SatisfLev2: I am pleased that I have bought an apartment SatisfLev3: The attributes of the apartment that I have bought meets my expectations SatisfLev4: The services provide by suppliers of the apartment that I have bought meets my expectations 78 ... SATISFACTION LEVEL OF CUSTOMERS: AN EMPIRICAL STUDY OF RESIDENTIAL HOUSING MARKET IN HO CHI MINH CITY, VIETNAM ID: 22130027 MASTER OF BUSINESS (Honours) SUPERVISOR: Dr Dinh Thai Hoang Ho Chi Minh City-Year... quality, purchasing decision and satisfaction level) Factor Loadings FinancialStatus  FinanSta4 0.81 FinancialStatus  FinanSta3 0.85 FinancialStatus  FinanSta2 -0.01 FinancialStatus  FinanSta1 0.75... of housing attributes can significantly influence house buyers’ expectations of their new house: housing structure, housing sales dealer, workmanship, housing construction, materials, price and