Research about the factors affect to customer satisfaction in jabil vietnam

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3.5 Hypotheses Testing -‹ ch He g1 He 45 4 Summary oŸ FIndingsS cs< + n4 ren rrrer 48 h.®*)0 hố 48 CHAPTER FIVE DISCUSSION OF FINDINGS cceeeeiiiiriee 49 II Ni 49 PA uy‹(a i nh 49

2.1 Key ñnding one — The main factors affect to customer satisfaction 49

2.2 Key finding two — The factors irrelevant with customer satisfaction 51

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LIST OF TABLES

Table I: The number of question in questionnaire form Table 2: Scale ranges of questionnaire form

Table 3: Summary of Cronbach’s Alpha of the variables Table 4: Descriptive Statistics

Table 5: Summary of Correlations of all variables Table 6: Model Summary of all hypotheses

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LIST OF FIGURES

Figure 1: Proposed Research Model of Customer Satisfaction in Jabil Vietnam = 8

Figure 2: Traditional Organizational Chart 13

Figure 3: Modern Customer-Oriented Organization Chart 16

Figure 4: Gender 36

Figure 5: Customer engagement 36

Figure 6: Customer location 36

Figure 7: Product Category 36

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“The customer's mind is still closed to us; it is a “black box” that remains sealed We can observe inputs to the box and the decisions made as a

result, but we can never know

how the act of processing inputs truly happened”

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EXECUTIVE SUMMARY

When we buy a product or service, we expect it to be right We don’t jump up and down with glee saying “isn’t it wonderful, it actually worked” That is what we paid our money for Add to this our world of ever exacting standards We now have products available to us that would astound our great grandparents and yet we quickly become used to them The bar is getting higher and higher At the same time our lives are ever more complicated with higher stress levels Delighting customers and achieving high customer satisfaction scores in this environment is ever more difficult And even if your customers are completely satisfied with your product or service, significant chunks of them could leave you and start doing business with your competition A market trader has a continuous finger on the pulse of customer satisfaction Direct contact with customers indicates what he is doing right or where he is going wrong Such informal feedback is valuable in any company but hard to formalize and control in anything much larger than a corner shop For this dissertation is necessary to measure and track customer satisfaction

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CHAPTER ONE - INTRODUCTION, RESEARCH AIMS AND RESEARCH QUESTION

I Intreduction

Today, companies face their toughest competition ever Moving from a product-and-sales philosophy to a holistic marketing philosophy, however, gives them a better chance of outperforming the competition The cornerstone of a well- conceived holistic marketing orientation is strong customer relationships Marketers must connevti with customers — informing, engaging, and maybe even energizing them in the process Customer-centered companies are adept at building relationships, not just products; they are skilled in market engineering, not just ptoduct engineering (Kotler — Keller, 2000)

In 2016, Vietnam becomes a participant of The Trans-Pacific Partnership (TPP) It would provide not only technica! assistance to Vietnam in the agriculture and processed food area, but also give big challenge in business competition The TPP, like WTO accession, offers opportunities for Vietnam to attract more FDI from the U.S and other countries Many international companies which have best quality product and strong working capital, will come to Vietnam to establish a business trade With remaining customer demand, the competition will strongly increase and become a big disadvantage of current local companies To be a leader of market, we should know the customer perceived value and the determinants of customer satisfaction Therefore, a depth analysis of the determinants of customer satisfaction and how we can leverage these factors to take big advantage in market competition

Il Research question

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organization and to draw emphasis as to whether it impacts on operation income As a result the research question has been designed in order to direct the management research: “What are the factors affect to customer satisfaction in Jabil Vietnam Company?” Through addressing this question detailed aims of the research subject have been identified This includes an investigation of the effect of factors on customer satisfaction Additionally, this study seeks to explore the implications of customer satisfaction in the trend of operation income Subsequently, an identification of the aims and objectives for this investigation needs to be addressed

III Research Aims and Objectives

The literature suggests that marketing management is at the center of change for customer satisfaction management and in particular the determents of customer satisfaction

v Therefore, the first aim of this study is examine level of customer satisfaction at EMS industry, especially for Jabil Viet Nam case

¥ Additionally, the objective of this research is to invest the factors affect to customer satisfaction that may assist with answering the research question and to understand the impact they have on customer satisfaction (Kotler, 2000; Oliver, 1981; Hansemark and Albinsson, 2004, Vanderklok, 2001)

Y Furthermore, the report aims to see the relationship between these

determents that may influent to customer satisfaction Based on these results, top management can make final decision how to improve customer satisfaction effectively

IV Research model

4.1 Conceptual model

Accerding to Vanderklok (2001), following metrics can be used as a

reference for the discussions with the customer:

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4.2 4.3 - Repair Constructs - Key construct: Customer satisfaction - Other constructs: ˆ Technology * Quality * Responsiveness ° Delivery ° Cost ° Environment NPI * Engineering support * Inventory management Flexibility ` Innovation ° Repair Research Hypotheses - Hypotheses 1: Technology is positive with Jabil’s customer satisfaction

- _ Hypotheses 2: Quality is positive with Jabil’s customer satisfaction - Hypotheses 3: Responsiveness is positive with Jabil’s customer satisfaction

- Hypotheses 4: Delivery is positive with Jabil’s customer satisfaction - Hypotheses 5: Cost is positive with Jabil’s customer satisfaction - Hypotheses 6: Environment is positive with Jabil’s customer satisfaction

- Hypotheses 7: NPI is positive with Jabil’s customer satisfaction - Hypotheses 8: Engineering support is positive with Jabil’s customer satisfaction

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- Hypotheses 9: Inventory management is positive with Jabil’s customer satisfaction - Hypotheses 10: Flexibility is positive with Jabil’s customer satisfaction - Hypotheses 11: Innovation is positive with Jabil’s customer satisfaction

- Hypotheses 12: Repair is positive with Jabil’s customer satisfaction

Vv Justification of the Study Limitations of the Study

There are various aspects that justify the overall importance of this management report Firstly, the research adds value and significance to the organization current strategy and it will identify which determents affect to customer satisfaction to be focusing Oliver defines loyalty as “A deeply held commitment to re-buy or re-patronize a preferred product or service in the future despite situational influences and marketing efforts having the potential to cause switching behavior” (cited by Kotler, 2000) Customer satisfaction is a marketing term that measures how products or services supplied by a company meet or surpass a customer’s expectation Customer satisfaction is important because it provides marketers and business owners with a metric that they can use to manage and improve their businesses (Beard, 2014) Furthermore, the findings of this research could aid the organization with a current and effective plan of customer satisfaction which could increase the level of customer satisfaction within the business Therefore, in order to answer the research question and establish an in depth analysis of results, a large EMS corporation was used Moreover, qualitative and quantitative data collection deemed to be the most appropriate method to use in order to evaluate results and retain high quality information Through communication with the Head of the Marketing department consideration for the research topic was established alongside various emails and phone calls However,

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despite impending advantages of this research, there are a number of drawbacks and

limitations that need to be taken into consideration

VI Limitations of the Study

The literature suggests that although it is important to identify the strengths and advantages of the study, it is also just as critical to examine the limitations in order to access the validity and reliability of the research (Angelove, 2011; Kotler,

2000, Beard, 2014; Vanderklok, 2001; Oliver, 1981) Furthermore, Saunders, et al

(2007) suggests that an undergraduate’s research may involve limitations of the study, with regards to the gathering of information and the ability to analyze data Consequently, this research is focused on one particular organization, therefore indicating that the data collected may be seen as insufficient Additionally, as supported by ‘Yin (2003), the type of research strategy implemented for this study provided a complete understanding and was considered the most suitable Moreover, the size of the sample population may be deemed as inadequate in relation to the size of the business under investigation Subsequently, as this study implanted both qualitative and quantitative data collection methods, certain findings have been achieved, through the use of human-oriented qualitative figures and participants’ point of view through quantified data Furthermore, the variety of different customer in the sample provided the broadest evaluation regarding the determinants of customer satisfaction within the organization

VHI The Structure of the Paper

This section of the paper will summarize the six chapters of this management research The current chapter refers to the introduction of the study and highlights the research question and draws attention to the justification of the study regarding the determinants of customer satisfaction Consequently, chapter one also outlines the purpose and the structure of the paper as well as identifying the limitations of the research Subsequently, chapter two aims to give a critical analysis of the

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existing literature regarding customer satisfaction within organizations Furthermore, chapter three will provide knowledge of the main methodological concerns that are related to the research, alongside the sample procedures that will be present and the ethical considerations Moreover, chapter four will provide the data analysis techniques followed by the findings of this research In addition, chapter five identifies the discussion of the key findings in regards to the literature that has been reviewed alongside the main implications of the research Finally, chapter six provides the conclusions and summary of the study, as well as the

limitations of the research and directions for future studies

VU Conclusion

To conclude, chapter one has introduced the purpose of this study as well as the key stages of research process The research question has been identified in terms of the specific examination of the study The chapter then highlighted the aims and objectives of the research as well as a justification of the study and provided the limitations that are associated with the research Subsequently, the structure of the paper was discussed, therefore in order to identify the gaps in customer satisfaction research, a critical analysis in to the relevant literature needs to be examined and will consequently be provided in the next chapter

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CHAPTER TWO - LITERATURE REVIEW

I Introduction

In today’s competitive environment, customer satisfaction does have a positive effect on an organization’s profitability Satisfied customers form the foundation of any successful business because customer satisfaction leads to repeat purchases, brand loyalty, and positive word of mouth There are numerous studies that have looked at the impact of customer satisfaction on repeat purchases, loyalty and retention Many researchers point out the fact that satisfied customers share their experiences with other people to the order of perhaps five or six people On the contrary, dissatisfied customers are more likely to tell another ten people of their experience with product or service

Customer satisfaction is the outcome felt by those that have experienced a company’s performance that have fulfilled their expectations Many researchers and academicians highlight the importance of customer satisfaction Many researchers see that customer satisfaction has a positive effect on organization’s profitability Much empirical evidence also shows the positive connection between customer satisfaction, loyalty and retention Nowadays all companies are realizing the significance of delivering and managing service quality, which leads to customer satisfaction (Angelova, 2011)

According to Hansemark and Albinson (2004) “satisfaction is an overall customer attitude towards a service provider, or an emotional reaction to the difference between what customers anticipate and what they receive, regarding the fulfillment of some needs, goals or desire “ Customer loyalty on the other hand refers to a deeply held commitment to re-buy a preferred product or service in the future despite situational influences and marketing efforts having the potential to cause switching behavior (Oliver, 1997)

In order to present the groundwork for the research, relevant literature involving customer satisfaction linked to business results will be reviewed and subsequently

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conclusions-vill be drawn upon Therefore, chapter two aims to critically analyze existing literature on the topic and to investigate the research question “What are the factors affect to customer satisfaction in Jabil Vietnam Company?” This analyze into the determinants of customer satisfaction is achieved in seven main sections Firstly, key concepts around customer satisfaction will be introduced, followed by the identification of the determinants of customer satisfaction Consequently, the challenges and issues associated with customer satisfaction will be examined, identifying a clear link to its outcomes on staff retention Finally, the gaps in the literature will be extensively analyzed before concluding and highlighting the conceptual model

Il Concepts of customer satisfaction 2.1 Customer satisfaction

Customer Satisfaction has been a central concept in marketing literature and is an important goal of all business activities Today, companies face their toughest competition, because they move from a product and sales philosophy to a marketing philosophy, which gives a company a better chance of outperforming competition (Kotler, 2000) Overall customer satisfaction translates to more profits for companies and market share increase The importance of customers has been highlighted by many researchers and academicians The principal concern of marketing is to connect with customers by building a strong customer relationship in order to meet their expectations Therefore, managers who see customers as the only way of profit, they consider the traditional chart in Figure 2 a pyramid with the president at the top, management in the middle, and front-line people and customers

at the bottom

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Figure 2: Traditional Organizational Chart le A lI I

Source: Kotler et al (2000)

Companies that pretend to be successful invert the chart At the top are customers, next according to the importance are front-line people who meet, serve,

and satisfy customers, under them are middle managers, whose job is to support the

front-line people so they can serve customers well, and at the base is top management, whose job is to hire and support good middle managers For customer-centered companies, customer satisfaction is both a goal and a marketing

tool Therefore, companies need to be concerned about the customer satisfaction

level, because of the internet technology which enables the quick spread of bad word of mouth marketing, as well as good word of mouth to the rest of the world

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Figure 3 Modern Customer-Oriented Organization Chart

X

ma ent

Source: Kotler et al (2000)

Researchers have tried to define customer satisfaction and in general they have defined it as transaction process Oliver (1981) defined satisfaction “as a summary of psychological state resulting when the emotion surrounding disconfirmed expectations is coupled with the consumer's prior feelings about the consumption experience" (pp 24) Kotler (2000) defined satisfaction as: “a person’s feelings of pleasure or disappointment resulting from comparing a product perceived performance (or outcome) in relation to his or her expectations” According to Hansemark and Albinsson (2004) “satisfaction is an overall customer attitude towards a service provider, or an emotional reaction to the difference between what customers anticipate and what they receive, regarding the fulfillment of some need, goal or desire” Furthermore, researchers differentiate between attitude and satisfaction So an attitude is a perceived service quality whereas, satisfaction is related to a specific transaction Oliver (1981) summarizes the transaction-specific nature of satisfaction, and differentiates it from attitude, as follows: Attitude is the consumer's relatively enduring affective orientation for a product, store, or process (e.g., customer service) while satisfaction is the emotional

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reaction following a disconfirmation experience which acts on the base attitude level and is consumption-specific Parasuraman et al (1988) distinguish service quality and satisfaction: “perceived service quality is a global judgment, or attitude, relating to the superiority of the service, whereas satisfaction is related to a specific transaction” Customer satisfaction as an attitude is like a judgment following a purchase act or based on series of consumer-product interactions (Yi, 1989)

Customer satisfaction has a positive effect on an organization’s profitability The

more customers are satisfied with products or services offered, the more are chances

for any successful business as customer satisfaction leads to repeat purchase, brand loyalty, and positive word of mouth marketing Customer satisfaction leads to repeat purchases, loyalty and to customer retention (Zairi, 2000) Satisfied customers are more likely to repeat buying products or services They will also tend to say good things and to recommend the product or service to others On the other hand dissatisfied customers respond differently Dissatisfied customers may try to reduce the dissonance by abandoning or returning the product, or they may try to reduce the dissonance by seeking information that might confirm its high value (Kotler, 2000) Companies need to develop strategies of how to handle dissatisfied customers Businesses cannot afford under any condition to lose customers, because the cost of replacing the lost customer with a new customer is bigger Therefore, companies must find ways of winning back the unsatisfied customers by designing special programs for service recovery Companies should handle customer complaints with care and not seeing them as a time consuming

2.2 Customer expectations

Expectations play an important role in the satisfaction formation The extent to which a product or service fulfills a customer’s need and desire may play an important role in forming feelings of satisfaction because of the impact of confirmation or disconfirmation that have on satisfaction Consumers expect to be delivered quality products and services; therefore companies try to offer quality products and services The term expectations really matters to companies because

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they want to know what customers’ expectations are The term “expectations” has different uses, in the satisfaction literature, 1t is viewed as a prediction made by a consumer about what is likely to happen during an exchange or transaction According to Oliver (1981) " expectations are consumer-defined probabilities of the occurrence of positive and negative events if the consumer engages in some behavior"

In the contrast, in the service quality literature it is defined as desires and wants, what a service provider should offer rather than would offer Customers form their expectations from their past experience, friends’ advice, and marketers’ and competitors’ information and promises (Kotler, 2000) Therefore, perceived service quality is viewed as the difference between consumers’ perceptions and expectations for the service provided Organizations in order to keep expectations from rising, they have to perform services properly from the first time (Parasuraman et al 1988) Thus, customer expectations for the service are likely to rise when the service is not performed as promised Expectations serve as reference points in

customer’s assessment of performance (Cronin& Taylor, 1992) Thus, retailers can

increase customer satisfaction by decreasing customer expectations 2.3 Technology

Technology is support Customer R & D efforts in the development of new products by developing and providing design resources and expertise (Vanderklok, 2001) Technology and the ways that insurers use it to communicate with their insureds are affecting how satisfied those customers are with their insurance companies (Patricia L., 2015) Technology can be used to enhance the customer experience or it can get in the way of providing personalized service (Tom, 2015)

Technical service is another dimension that affects overall customer satisfaction with high technology products (e.g Homburg and Rudolph, 2001) High-technology products will need skilled technicians when normal maintenance is not sufficient It is therefore common to measure the quality of the technical service in a customer satisfaction study in a B2B environment Patterson and Spreng (1997)

HUTECH LIBRARY 21

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found that satisfaction with technical service was more important than other dimensions, but the study was on a company offering business services On the other hand, Homburg and Rudolph (2001) found that for manufacturing personnel, satisfaction with the technical service was negatively related to overall customer satisfaction They argued that the reason is that technical service personnel are usually 13 contacted when the product is failing to perform, so even though the quality of the service was satisfactory, the overall satisfaction was low The same study found that for the other groups, satisfaction with technical service was positively related with overall customer satisfaction This study will therefore test the following hypothesis

2.4 Quality

According to Vanderklok (2001), it should meet both Factory and Field Quality throughout the product life cycle Resolve issues, if any, immediately and take all steps necessary to avoid recurrences

Because customer satisfaction is also based upon the level of service quality provided by the service provider (Lee et al., 2000, p 226) and service quality acts as a determinant of customer satisfaction (Wilson et al., 2008, page 79-80) Other authors have brought out theories relating customer satisfaction and service quality in their researches Wang & Hing-Po, (2002, p 50-60) measured service quality in China’s mobile phone market and emphasis on the dynamic relationship among service quality, customer value, customer satisfaction and their influence on future behaviors after the key drives of customer value and customer satisfaction are identified

2.5 Responsiveness

Customer responsiveness is the ability of a business to recognize and respond to changing customer needs (Linton, 2008) It measures Jabil’s ability to respond to Customer’s formal and informal requests as “willingness to help customers and provide prompt service” (Parasuraman et al., 1988, p.23) Keeping your customers happy is the key to ensuring that your current clients don’t become former clients

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Failing to meet deadlines or ignoring customer inquiries can increase client dissatisfaction with your company and spur them to investigate your competitors’ services When customer responsiveness is a priority, you’ll find that opportunities to serve your clients increase, while problems and service issues decrease

(Leviticus, 2010) 2.6 Delivery

Delivery Performance (DP) is a broadly used standard KPI measurement in supply chains to measure the fulfitiment of a customers demand to the wish date It’s very important to meet build and ship plan commitments in a consistent manner Delivery times and cost vary across retailers and product categories, and can have a major impact on a consumer’s purchase decision (Moth, 2012)

On time delivery is a measure of process and supply chain efficiency which measures the amount of finish goods or services delivered to customers on time and in full It helps determine how efficiently we are meeting our customer's or agreed deadlines If the figure is too low or below the benchmark it could be used as a signal that somewhere along the supply chain there are bottlenecks, inefficient or time consuming processes which are not adding value and warrant further investigation or a slower delivery method is being employed On time delivery is a very simple measure but sometimes overlooked in many organizations, and it is simply calculated as the amount of units or shipments delivered on time versus total orders shipped

Remember that servicing the customer's needs, including adhering to lead times, should be an important priority to everyone in the business From the customer's side lead times are important to ensure an orderly and timely operation of their productive system, especially if they operate on a Just in time basis (JIT) (Vanderklok, 2001)

2.7 Cost

Proactively establish and maintain continues cost reduction programs Minimize cost increases not included in originally identified quote

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Setting your prices right and keeping customers happy can be hard But get it right, and you’ll be able to see improved customer satisfaction and increased revenue

According to Herrmann et al (1992), price perceptions directly influence satisfaction judgments: “The research demonstrated the influence of perceived price fairness on satisfaction judgments empirically.”

2.8 Environment

Jabil demonstrate strong commitment for Health and Environmental improvement

2.9 NPI

Provide appropriated technical resources and expertise to support New Product Introduction or production transfer

2.10 Engineering support

ECO’s, ECN’s processed in a timely manner Jabil Engineers develop a robust processes and documentation for manufacturing the customer’s products

2.11 Inventory management

According to Toomey (2000), the ultimate aim of inventory is to serve the customer As explained by Viale (1991) inventory is a very expensive asset in an organization; however, this expensive asset can be replaced by inventory information which is less expensive Some of the problems facing manufacturing companies today are the ability to provide quality services to the customers whose root cause lies in poor inventory management (Manjrekar, Bhonsale & Kamath, 2008)

The aim of inventory management is to ensure that organizations hold inventories at the lowest cost possible while at the same time achieving the objective of ensuring that the company has adequate and uninterrupted supplies to enhance continuity of operations (Mpwanya, 2005) and to maintain materials assurance of supply to support production, minimize excess & obsolescence ("E&O") risks, and lead supplier management, all with minimal customer

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involvement Good inventory control means that your time to fulfill orders stays low Inventory management helps you maintain customer satisfaction when it comes to product returns When you have a well-designed inventory management system, you are able to reduce the amount of time that products sit on your shelves A good inventory management system means that you have an up to date inventory count at all times Part of giving good customer service is giving accurate information even if the customer does not plan on making a purchase that day

(George, 2010) 2.12 Flexibility

Jabil supports flexibility requirements for customer business Effectively communicated the impact of schedule changes in a timely manner

2.13 Innovation

Jabil’s ability to improve your product cost, quality, cycle time, technology, reliability or performance Provide technical resources needed to assist with product or process innovations When a company makes innovative product, customer satisfaction is achieved and the loyalty of the customers also increases towards their product The value of the innovative productin the view of customer also maximizes According to Tatikonda and Weiss Kenan (2001) when company makes a product, which functionality needs technical assistance, the reliability of that product will increase the uniqueness of that product; this superionity will lead customer satisfaction to sale Shane and Ulrich (2004) proved

that after introduction of an innovative product, it increases its features, the

customer achieves these characteristics, and value of the customer maximizes

According to Pan and Zinkhan (2006), the innovation used for strategic orientation toward customer satisfaction, loyalty, and to gain market potential that increase the market share of the company So, the innovation can be new product or new concept that has derived from systematic research and

new ideas

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2.14 Repair

It is after-market services provided Customer satisfaction with a purchased product depends on its performance under warranty and during the remainder of its useful life Dissatisfaction with an item is important to a manufacturer since it can lead to the loss of potential customers through the negative word-of-mouth effect as well as existing customers switching to a competitor (Jack, 2004)

Ill Gaps in literature review

The customer satisfaction theory of Vanderklok (2001) is written for Jabil Corporation especially It’s a good theory to use for our dissertation in Jabil Vietnam However, we have a lot of changes in economic and market from 2001 till now like customer perception, competition advantages, legal barriers, economic status So that it will have the gaps between literatures with current status In addition, Jabil Vietnam is one site of Jabil Corporation but we have different industry and customer While Jabil Vietnam is focusing on EMS industry, Jabil Corporation diversify their business into EMS industry, packaging, technologies, health care, automotive That is one of reason why we have the gap in literature review We should recognize the gaps and make it close with current state of Jabil Vietnam in this dissertation to aim with research question “What are the factors

affect to customer satisfaction in Jabil Vietnam?”

IV Conclusion

This chapter helps us to review and understand how customer satisfaction is under view of other person We have a lot of dissertation and theories related to topic “customer satisfaction” in many areas and each theory focus on analysis of customer satisfaction especially in each area Literature provided customer perception and what factors influence into customer satisfaction Furthermore, researchers of the literature also draw emphasis on the challenges how to increase customer satisfaction level nowadays like focusing customer need, drive their need

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into product value, increase product quality Therefore, the aims of this management research are to investigate what are the key factors influence customer satisfactions This will be achieved by addressing the research questions: “What are

the factors affect to customer satisfaction in Jabil Vietnam? *“ Subsequently, in

order to draw attention to the reliability and validity of the research, the next chapter of this paper considers the most suitable approach to achieve the aims of the research and highlight the implemented methodology that will investigate the main

determent in customer satisfaction

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CHAPTER THREE - METHODOLOGY AND DATA COLLECTION METHOD

1 Introduction

The previous chapter provided a critical analysis of the existing literature which is relating to the determent of customer satisfaction and their importance Therefore, a number of research issues have been identified with the main research question “What are the factors affect to customer satisfaction in Jabil Viet Nam?” Beside that Ekanem (2007) highlights that the purpose of the research methodology should be to examine the research question that is being investigated Subsequently, the aim of chapter three is to examine the research paradigm and philosophy in order to justify the research design and the various approaches implemented for the study In addition, the validity and reliability of the data collected will be acknowledged, together with the identification of the sampling process and the ethical considerations Firstly, the research paradigm and the philosophy will be established, as they are the key features of a methodology (Kameda, 2005)

H Research Paradigm and Philosophies

The literature argues that a research paradigm consists of a theoretical framework that determines different theoretical research philosophies (Bryman & Bell, 2011; Healy & Perry, 2000) Additionally, Healy and Perry (2000), Johnson, et al (2007) as well as Sobh and Perry (2006) all identify that there are three factors that constitute the research paradigm; ontology, epistemology and methodology Therefore, Healy and Perry (2000), Saunders, et al, (209) as well as Tronvoll, et al (2011) all recognise that ontology refers to the fundamental assumptions about reality that are under investigation Furthermore, the literature describes epistemology as the theory of knowledge or understanding and the researcher

(Healy & Perry, 2000; Sobh & Perry, 2006; Tronvoll, et al, 2011; Weerd-Nederhof,

2001) In addition, methodology demonstrates the method used to collect and analyse specific data (Sobh & Perry, 2006; Tronvoll, et al, 2011) Consequently, the

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literature emphasises that there are four primary types of research paradigms that are used in social science research, which include; positivism, pragmatism, constructivism and realism (Healy & Perry, 2000; Sobh & Perry, 2006; Thompson & Perry, 2004)

IH Research Design

Literature highlights that preparing research design is a significant step in the research design (Kumar, 2008) Similarly, according to, Biggam (2008) research design is a step by step plan written down for conducting an investigation The

reason for this is because it communicates the intention of the investigator, the

purpose of the research and its significance of conducting the study (Biggam, 2008) However, William (2011) argues that there are five different methods of research designs, comparative design, experimental design, case study design, cross- sectional and longitudinal design Grafton et al (2011) assert that the significance of evaluating the research design effectively is that it achieves the aim of the investigation Ultimately, this research seeks to identify the determent of customer satisfaction in EMS industry, especially for Jabil Vietnam case Consequently, to accomplish this aim, a case study approach was undertaken as it assists in providing a broad understanding of a research process and allows assessing complex questions and data (Cameron & Price, 2009; Kothari, 2004; Neuman, 2006) Additionally, Lee and Lings (2008) affirm that using a case study design a multiple interpretations of data can be communicated through scientific analysis of facts and therefore proposition can be provided Conversely, after justification of a case study approach, identifying research approach is critical (Luton, 2010)

3.1 Deductive Approach

Throughout many researches it was found that inductive and deductive theories are the two key approaches undertaken by researchers (Spens, & Kovacs, 2006) However, this research has chosen deductive approach as questionnaires were distributed and most questions have been based on quantitative methodology According to, Sobh and Perry (2006) fundamentally, for quantitative researches

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large samples and numbers are used to test theories Subsequently, this research seeks to explain the determent of customer satisfaction within an organization

Therefore, deductive approach was most suitable for this study (Blumberg, et al,

2008) Modell and Humphrey (2008) as well as Northcott and Doolin (2008) claim that by adopting deductive approaches, researchers have the ability to gain confirmation on tested hypothesis and ultimately assists in the empirical research Nevertheless, though deductive seems like a linear procedure, Lillis (2008) postulate that researchers perception on the literature is highly likely to vary due to new theoretical discoveries Nonetheless, researchers believe that deductive approach is an effective tool for explanatory purpose as it helps investigate a theory for deducing an overall reasoning (Collis & Hussey, 2009; Powers & Valentine, 2009)

3.2 Quantitative Method approach

Throughout the last two decades, quantitative research has become tremendously popular in its own literature base (Bryman, 2006, Merriam, 2009) Patton (2002) advocates those researchers who use qualitative research adopt quantitative measures and experimental methods to test hypothetical generalization However, Patton (2002) emphasizes that the quantitative data helps analyses and measure casual relationships between variables Conversely, Bogdan and Biklen (1998) suggest that quantitative research offers opportunity for the researcher to

familiarize with the problem and the concept to be researched Nevertheless, in this

paradigm the stress is on employees’ and management’s feeling towards the strategies in use and some of the information collected is in the form of numbers which is quantified and summarized (Billig, 1996) Therefore, the mathematical procedure is the norm to analyze the numeric data and the overall outcome is stated

in numenical terminologies (Billig, 1996) Remenyi and Williams (1996) explored

and found that quantitative approach sometimes can be imprecise However, Mangan, et al (2004) advocate that right questions should be asked in questionnaires as it helps achieve clear and successful quantitative research Consequently,

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Svensson and Wood (2007) believe qualitative research is quite weak because researchers cannot interpret findings effectively if a question is misinterpreted or unambiguous Furthermore, Brenan et al (2011) propose that the more qualitative and quantitative used in researches, the stronger outcome of mixed methods

Overall, Greig (2003) assert that it is important to recognize the appropriate qualitative and quantitative research approaches that are effective for the purpose of this investigation

3.3 The Cronbach’s Alpha testing

It will be used as it is the most well accepted reliability test tools applied by social researcher (Sekaran, 2006) In Cronbach’s Alpha reliability analysis, the closer Cronbach’s Alpha to 1.0, it is higher than the internal consistency reliability (Cronbach's Alpha; Cronbach, 1946) Cronbach’s Alpha measures:

¥ Reliability less than 0.6 considered poor

¥ Reliability in the range 0.7 is considered to be acceptable ¥ Reliability more than 0.8 are considered to be good 3.4 Correlation Coefficient analysis

In order to determine whether there are significant relationships among the independent variables and dependent variable, Pearson Correlation Coefficient analysis will be carry out The scale model suggested by Davies (1971) used to describe the relationship between the independent variables and the dependent variable, are as shown below:

¥ 0.7 and above — very strong relationship, ¥ 0.50 to 0.69 — strong relationship,

¥ 0.30 to 0.49 - moderate relationship, ¥ 0.10 to 0.29 — low relationships and ¥ 0.01 to 0.09 ~ very low relationship 3.5 Research Methods

Choosing the suitable methodology is significant for achieving effective outcomes (Panneerselvam, 2004) This management research had adopted several

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sources of data collection methods as part of the pragmatism approach to have a complete understanding of the phenomenon via triangulation (Green et al, 2006) Hence, customers from different companies in EMS industry have contributed towards this research by completing questionnaires Moreover, Cameron and Price (2009) affirm that mixed method data collection is commonly used by researchers today In addition, this investigation gained an inclusive understanding of the research question under consideration through the use of data triangulation Therefore, it implemented multiple sources of information that transpired from a

various different sources (Cameron & Price, 2009; Creswell, 2003) 3.6 Questionnaire

The questionnaire total consists of 62 questions The questionnaire will be organized into 13 parts which are influent to Customer satisfaction

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il Flexibility 5

12 Innovation 5

13 Repair 5

Table 1: The number of question in questionnaire form

In each part, there will be detailed questions related to the topic of each part and organized in the easiest way for the respondents to give their feedback

All parts we conduct with two scales ranging from 0 to 5 where

Score Criteria Importance Criteria Marks

Poor Not important 1

Bad Slightly important 2

Fair Important 3

Good Very Important 4

Excellent Extremely Important 5

Not Applicable Not Applicable 0

Table 2 Seale ranges of questionnaire form 3.7 Sample and Sample Size

Sample size is crucial in research study It is important to choose a study sample in any research area because it is seldom practical, ethical or efficient to investigate entire populations (Sekaran & Bougie, 2009) Therefore, according to Beldona and Francis (2007) if correct sample size is not utilized then large sample will not on its own let the results generalize the population Similarly, Hu et al, (2010) advocate if the sample size is not sufficient to get desired level of accuracy and confidence then having sophisticated design does not help achieve objective of

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the study Subsequently, when making sampling decisions, both sample design and the sample size must be considered (Hu et al, 2010)

On the other hand, it is problematic to gather too large samples as it weaken the relationships between the two variables (Cohen et al, 2007) This is because it may reach significance level and therefore it is believed that the significant relationships identified are true of the population when in fact it might not be (Cohen et al, 2007) Therefore, not too large or too small size assists the research topic As a result, the importance of validity and reliability within research is discussed Gay (1996, p.125) has suggested the following guidelines for selecting a sample size For small population (N<100), there is little point in sampling Survey the entire population If the population size is around 500, 50% of the population should be sampled If the population size is 1,500, 20% should be sampled Beyond a certain point (at proximately N=5,000), the population size is almost irrelevant, and a sample size of 400 will be equate Thus the larger the population the smaller the percentage, one need to get a representative sample

This is because based on Creswell (2005), bigger sampling size will have more accurate estimation towards the actual population parameters compare to smaller sampling size which will has higher chances in committing sampling error In addition, according to Green, (1991), to calculate the appropriate sampling size, the following formula should be the reference n (sample size) = 50 + 8 (m), where “m” is the number of independence variables Since the number of independent variables used in this research is twelve, which means the sampling size must be at least 146 respondents In this research paper, 200 questionnaires are distributed in Jabil’s customer in order to obtained more reliable results

The questionnaires were personally given to each respondent and received feedback during Dec 2015 and Jan 2016 1 sent questionnaire via email to those who works in office with email address, they completed and sent back For those who are sitting at Jabil Vietnam office, I delivered the questionnaire directly to them and

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waited for getting back Only completed questionnaires were collected and used to analyze

3.8 Validity and Reliability

According to the literature validity and reliability are two elements that should be taken into account in any type of research (Babin & Svensson, 2012; Byrman & Bell, 2011) Including all stages, such as the collection of data, analysis

and the outcomes (Babin & Svensson, 2012; Bryman & Bell, 201 1; Saunders, et al

2009; Saunders, et al, 2007) In addition, Riege (2003, p7) acknowledges that reliability concerns ‘the proportion of expected loss that is avoided when the data is used to make decisions’ On the other hand, Bryman and Bell (2011) refer to reliability as the consistency of results and the concerns associated with the research question Subsequently, Bryman and Bell (2003) as well as Yin (2003) postulate that is vital to establish validity and reliability of a study, due to the impact they could have upon the data analysis and the process of validation

3.9 Ethical consideration

The literature suggests that research ethics is regarded as a crucial concern within management research and can be associated with a set of moral responsibilities, the research design, as well as how the data is collected, analyzed

and sorted (Bryman & Bell , 2011; Saunders, et al, 2007) Furthermore, Walliman

(2004) as well as Creswell and Plano Clark (2007) identifies that while conducting the report the researcher should take into account the ethical issues and from the beginning take into account the work of others In addition, Saunders, et al (2007) postulates that it is extremely important to consider research ethics in relation to the staff of the organization and the business itself as it can have a significant impact Subsequently, prior to starting this management report, the researcher ensured that the informed consent of all the participants was obtained, in order to guarantee reassurance and clearness of the study, as well as, to highlight that all participation was voluntary throughout the research

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In addition, an ethical form relating to the fundamental ethical concerns, such

as informed consent, confidentiality, anonymity, data access, storage, security and deception of issues was completed and submitted to the university, prior to the research In addition, Heraty and Morley (1995) acknowledges that it is important to inform all consenting participants of the nature of the research, as well as the method Furthermore, all participants of the research were informed of their rights, including right to withdraw from the research at any time and the right not to be placed in any type of risk throughout the process (Saunders, et al, 2007) In addition, Apeagyei, et al (2007) postulates that ethical consideration was taken into account to ensure that there was no harm resulting from how the data was collected or analyzed Subsequently, during the process of this research, all key areas of research ethics was considered and implemented in order to conduct an ethically sound study Consequently, despite the transparency of the report, essential elements such as validity and reliability of the research need to be identified

3.10 Conclusions

On the whole chapter three has identified the key methodical concerns

related to the management report and its issues (Saunders, et al, 2007)

Subsequently, Healy and Perry (2000) highlight that it essential for researchers to establish a high quality understanding of research methodology before a research project is carried out Therefore, Healy and Perry (2000), Johnson, et al (2007) as well as Sobh and Perry (2006) identify the research paradigms and philosophies in terms of ontology, epistemology and methodology In addition, this chapter, has identified the case study research design with the deductive approach, that were measured to be the most effective methods, in order to answer the research question

(Bryman & Bell, 2011; Saunders, et al 2007, Hyde, 2000; Rahman, et al 2003)

Furthermore, the introduction of quantitative method approach, the Cronbach’s Alpha testing, and Correlation Coefficient analysis will help us to understand how to conduct a research questionnaire effectively Finally the research method, question format, and search sample make us more confident in our dissertation to

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aim to answer research question “What are the factors affect to customer

satisfaction in Jabil Vietnam”

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CHAPTER FOUR DATA ANALYSIS / FINDINGS

I Introduction

The previous chapter has outlined the key methodological features of this management report, including the implementation of the realism paradigm, using a case study design and a deductive approach Therefore, for the purpose of this investigation, the use of quantitative data collection was congregated, which included focus groups and a survey questionnaire This chapter describes the analysis of data followed by a discussion of the research findings The findings relate to the research questions that guided the study Data were analyzed to

identify, describe and explore all determents of customer satisfaction and the

relationship between them that related to the research question “What are the factors affect to customer satisfaction in Jabil Vietnam Company” Overall, the process of collecting and evaluating the quantitative data are present within this chapter, therefore, Creswell and Plano (2007) highlight that it is imperative to primarily analyze the validity of the data

2 Data Analysis

Academic literature highlights the significance of ensuring validity of a

study, in order to address the research question (Bryman & Bell, 2011; Cameron &

Price, 2009; Sharifi & Zhang, 2001) The quantitative data were collected through the use of questionnaires that were handed out to them In addition, Ekanem (2007) postulates that it is vital to analyze the key aspects that are identified throughout the

research, therefore, the data gathered was coded to categorize common themes of

perceptions, allowing the researcher to explore the key themes under investigation

(Creswell, 2007) Subsequently, the information collected was accumulated into

conceptual categories that lead to an extensive methodical investigation of the responses accumulated by the participants Consequently, the aim of the data

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analysis was to establish a common pattern in relation to the responses of the participants as well as to produce core findings and themes of focus groups and survey questionnaire

3 Overview of Findings

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3.3 These main factors affect to customer satisfaction (Independence

variance)

For the reliability measurement, Cronbach’s Alpha test was conducted According to Sekaran (2006), Cronbach’s Alpha with a value of above 0.6 ensures

the reliability of the instrument As shown in Table 1, the Cronbach’s Alpha of all

variables was above 0.7 and it can be concluded that the instrument is reliable Cronbach’s No of Variables Consider Alpha items Technology TN 779 Acceptable Quality QL 833 Good Responsiveness RE 737 Acceptable Delivery DL 710 Acceptable Cost CO 877 Good Environment EV 758 Acceptable NPI NP 887 Good

Engineering Support ES 763 Acceptable

Inventory Management IM 788 Acceptable

Flexibility FL 873 Good

Innovation IN 831 Good