Customer satistaction and customer loyalty in Vietnamese mobile telecommunication Industry

UNIVERSITY OF ECONOMICS HO CHI MINH CITY INTERNATIONAL SCHOOL OF BUSINESS TRINH KIM HOA Customer Satisfaction and Customer Loyalty in Vietnamese Mobile Telecommunication Industry MASTER OF BUSINESS (Honours) Supervisor: LUU TRONG TUAN, Ph.D ACKNOWLEDGEMENT Firstly, I would like to express the deepest gratitude to my research supervisor, Dr Luu Trong Tuan, for his extensive support, suggestions and guidance during the time of doing master thesis Secondly, I would like to show my appreciation and gratefulness to Professor Nguyen Dong Phong, Professor Nguyen Dinh Tho and Dr Tran Ha Minh Quan for their dedication and valuable times as the members of proposal and draft thesis examination committee Their comments and recommendations are greatly helpful for completing my dissertation Thirdly, my great thanks are given to professors, lecturers, tutors for their teaching and dedication during my MBA course at International School of Business-University of Economics HCM city Lastly, I am so grateful to my MBA classmates, friends and colleagues for their significant contribution and support to the success of this thesis ABSTRACT This study was aimed at investigating three factors (service quality, brand image and price perception) and assessed the degree of the impact of each factor on customer satisfaction, especially the relationship between customer satisfaction and customer loyalty in Vietnamese mobile telecom sector where there have been the existence of the fierce competition, mature market and internationally integrated economy, ultimately struggling for market share and survival The method of qualitative research (in-depth interview) was used to modify the draft questionnaires on the purpose of removing the ambiguity and enhance the clarity before they was officially launched in the main research Then, the quantitative research was conducted to gather the data for analysis The data was analyzed by three methods, namely, Cronbach’s Alpha analysis, Exploratory Factor Analysis and Standard Multiple Regression The results indicated that each factor (service quality, brand image, price perception) has a positive impact on customer satisfaction at the different level as well as a significantly positive relationship between customer satisfaction and customer loyalty in mobile telecommunication industry in Vietnam The results of this study are consistent with the findings and evidence in the extant literature The study provides the important feedback from customers to mobile telecom suppliers The findings are expected to be marketing insights for Vietnamese mobile telecom managers so that they can develop the sound marketing strategies in today’s competitive and costly market Key words: service quality; brand image; price perception; customer satisfaction; customer loyalty; mobile telecommunication industry TABLE OF CONTENTS ACKNOWLEDGEMENT………………………………………………………1 ABSTRACT…………………………………………………………………… LIST OF TABLES………………………………………………………………5 LIST OF FIGURES…………………………………………………………… CHAPTER 1: INTRODUCTION…………………………………………… 1.1 Research background ……………………………………………………………….7 1.2 Research problems………………………………………………………………… 1.3 Research objectives………………………………………………………………….9 1.4 Research methodology and scopes…………………………………………………10 1.5 Structure of research……………………………………………………………… 11 CHAPTER 2: LITERATURE REVIEW………………………………… 13 2.1 Overview of mobile telecommunication industry in Vietnam……………………13 2.2 Customer loyalty………………………………………………………………….14 2.3 Customer satisfaction and customer loyalty…………………………………… 16 2.4 Service quality and customer satisfaction……………………………………… 17 2.5 Price perception and customer satisfaction……………………………………….19 2.6 Brand image and customer satisfaction………………………………………… 20 2.7 Research model and hypotheses………………………………………………….21 CHAPTER 3: RESEARCH METHODOLOGY………………………… 23 3.1 Research design …………………………………………………………………23 3.1.1 Qualitative research……………………………………………………………25 3.1.2 Quantitative research………………………………………………………… 26 3.2 Data analysis methods ………………………………………………………… 29 CHAPTER 4: DATA ANALYSIS AND FINDINGS………………………30 4.1 Descriptive statistics of research samples……………………………………….30 4.2 Reliability test: Cronbach’s alpha test………………………………………… 33 4.3 Exploratory Factor Analysis…………………………………………………… 36 4.4 Hypotheses testing……………………………………………………………….38 4.4.1 Testing assumptions of multiple regression……………………………………38 4.4.2 Testing hypotheses on the impacts of factors (service quality, brand image, price perception) on customer satisfaction………………………………………………….39 4.4.3 Testing hypothesis on the impact of customer satisfaction on customer loyalty…………………………………………………………………………………42 4.4.4 Summary of hypotheses testing results ……………………………………… 43 CHAPTER 5:CONCLUSIONS, IMPLICATIONS AND LIMITATIONS.44 5.1 Conclusions………………………………………………………………………44 5.2 Managerial implications………………………………………………………….45 5.3 Limitations and further research direction……………………………………….46 REFERENCES……………………………………………………………… 48 APPENDIX A-GUIDELINE FOR QUALITATIVE IN-DEPTH INTERVIEW………… 54 APPENDIX B-QUESTIONNAIRE IN ENGLISH…………………………………………56 APPENDIX C- QUESTIONNAIRE IN VIETNAMESE………………………………….59 APPENDIX D-HISTOGRAM, NORMAL P-P PLOT OF REGRESSION, SCATTER PLOT OF DEPENDENT VARIABLE: CUSTOMER SATISFACTION…………………………62 APPENDIX E- HISTOGRAM, NORMAL P-P PLOT OF REGRESSION, SCATTER PLOT OF DEPENDENT VARIABLE: CUSTOMER LOYALTY……………………………….63 LIST OF TABLES Table 4.1 Descriptive statistics of research samples……………………………………… 31 Table 4.2 Reliability Test Result…………………………………………………………….34 Table 4.3 Total variance explained of independent variables……………………………….37 Table 4.4 Rotated component matrix of independent variables…………………………… 37 Table 4.5 Component matrix of mediator variable-customer satisfaction………………… 38 Table 4.6 Component matrix of dependent variable-customer loyalty…………………… 38 Table 4.7 Pearson correlation……………………………………………………………… 39 Table 4.8 Model summary of Testing hypotheses on the impacts of factors (service quality, brand image, price perception) on customer satisfaction…………………………………….40 Table 4.9 ANOVAb Result of Testing hypotheses on the impacts of factors (service quality, brand image, price perception) on customer satisfaction…………………………………….40 Table 4.10 Coefficientsa Result of Testing hypotheses on the impacts of factors (service quality, brand image, price perception) on customer satisfaction……………………………41 Table 4.11 Model Summary of Testing hypothesis on the impact of customer satisfaction on customer loyalty…………………………………………………………………………… 42 Table 4.12 ANOVAb Results of Testing hypothesis on the impact of customer satisfaction on customer loyalty………………………………………………………………………….42 Table 4.13 Coefficientsa Result of Testing hypothesis on the impact of customer satisfaction on customer loyalty………………………………………………………………………….43 Table 4.14 Results of hypotheses testing……………………………………………………43 LIST OF FIGURES Figure 2.1 Research model…………………………………………………………………21 Figure 3.1 Research process……………………………………………………………… 25 Figure D1: Histogram of Customer Satisfaction……………………………………………62 Figure D2: Normal Plot of Customer Satisfaction………………………………………….62 Figure D3: Scatter Plot of Customer Satisfaction………………………………………… 62 Figure E1: Histogram of Customer Loyalty……………………………………………… 63 Figure E2: Normal Plot of Customer Loyalty………………………………………………63 Figure E3: Scatter Plot of Customer Loyalty……………………………………………….63 Chapter 1: INTRODUCTION 1.1 Research background Mobile telecommunication industry has been playing an economically important role in today’s increasingly fast-growing society Therefore, not surprisingly, this has inspired many researchers, marketers as well as management scholars to many researches in this sector Since the 1990s, mobile telecommunication service has soon become a dynamic sector of economic development in the industrialized nations That is not only because of the rapid development of technology but also because of the increasing amount of network operators In addition, the fiercely high competition among mobile telecom service providers is inevitable in this field It has been proved in many empirical studies that as market becomes increasingly competitive and difficult, the companies tend to make many efforts to maintain the market share by focusing on satisfying and retaining the existing customers Because of the high cost of reaching and attracting new customers, it is extremely important for companies to strategically concentrating on customer retention and customer loyalty Hence, how to satisfy and make customers increasingly loyal is becoming a strategic goal for any business Vietnamese mobile telecommunication market is no longer a market of monopoly Internationally-integrated economy has had an impact on mobile telecom industry in everfiercely competitive market According to the Department of Telecommunications (Ministry of Information and Telecommunications), by the end of May 2013, the number of telephone subscribers on the entire network of Vietnam totaled 132.8 million More particularly, mobile subscribers occupied 122.79 million( 92.5 percent) and 10 million was for landline subscribers( 7.5 percent) With the population of approximately 88 million people, one person uses an average of about 1.5 mobile numbers (Ha, 2013) In its report “Research and Markets: 2013 Vietnam Telecommunications Services Report”, Business Wire (2013) stated that 2011-2012 was a busy and difficult period for the telecommunications sector in Vietnam The mobile telecommunication industry has left its hot growth stage to dig deeper in the saturated area There will be no more leapfrogging in revenue streams and the number of subscribers Obviously, mobile telecommunication services providers need to fully realize the relevance and significance of the oriented-customer business strategy as a condition for sustaining the competitive advantages and achieving profitable targets When the number of subscribers reach a level of saturation, acquiring new customers is not only complicated but also costly from marketing point of view It is widely believed that the fundamental marketing strategy in the future is to maintain the existing customers by capitalizing upon the customer satisfaction, thus leading to customer loyalty As a result, the strategic focus of how to investigate the factors influencing on customer satisfaction and customer loyalty is a business and research necessity for management in mobile telecommunication industry 1.2 Research problems Vietnamese mobile network suppliers have been struggling with the increasingly fierce competition at not only domestic level but also international level In addition, there has been the state of the slower growth rate and saturated market Under these circumstances, a defensive strategy is much more significant than an aggressive one, which expands the size of the overall market by persuading the potential customers (Fornell,1992) Therefore, it would be time for management of each Vietnamese mobile network supplier to find out the best ways on how to keep, retain and satisfy customers, thereby making them to be more and more loyal to mobile telecom services the operaters provide, and more importantly, for customer profitability Needless to say, deriving from managerial statement, it is imperative for mobile telecom services providers to invetigate the main factors which affect customer satisfaction, thus creating customer loyalty in Vietnamese mobile telecom market Many researchers have especially emphasized the importance of service quality, brand image and price perception in correlation with customer satisfaction and customer loyalty in service industry (Sureshchandar et al., 2002; Parasuraman et al.,1985; Saravana & Rao, 2007; Oliver, 1997; Han and Ryu, 2009; Hermann et al., 2007; Davies et al., 2003; Wu, 2011) Besides, the relationship between customer satisfaction and customer loyalty has been evaluated comprehensively in many studies (Szymanski and Henard, 2001; Guiltinan, Paul and Madden, 1997; Fornell, 1992; Oliver, 1999; Lee et al., 2001; Jones and Sasser, 1995; Bei and Chiao, 2001) While the impacts of some main factors (such as service quality, brand image, price perception) on customer satisfaction as well as the relationship between customer satisfaction and customer loyalty have been intepreted and analysed in the many studies in developed countries mentioned above, there are very few studies on this in Vietnam, especially in mobile telecommunication industry Therefore, it is determined that this study focuses only on three factors (service quality, brand image and price perception) to evaluate their impacts on customer satisfaction and customer loyalty in Vietnamese mobile telecommunication industry 1.3 Research objectives Because of the problem identification discussed previously, there are some research objectives that have to be achieved: explaining customer loyalty: An extension to the ECSI 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(please only choose one answer): Viettle Vinaphone Mobilephone Vietnamobile Gmobile (“Supplier X” will be referred to as mobile telecom service supplier you have been using) Which method of payment you make for this mobile telecom service? Prepaid Paid after How long have you used the mobile telecom service of supplier X ? 10 years PART II: THE MAIN INFORMATION Please have your opinions on the degree of disagreement and agreement with statements given below(by circle the one number): Rating scale: 1-strongly disagree; 2-disagree; 3-neutral; 4-agree; 5-strongly agree 56 Scales Your Rating Service Quality Supplier X follows up in a timely manner to customer requests 2.The customer care officials of Supplier X are always willing to help me 3.The response to consumers’ complaints of Supplier X is always taken quickly 4.My calls, text messages and internet services from Supplier X always go through, hardly encountering network problems Brand Image 5 I consider that Supplier X’s reputation is popular and admired by many people I have a good feeling about the social responsibility of Supplier X 1 2 3 4 5 The pricing policies of services from Supplier X are attractive The calling rate offered by Supplier X is reasonable Supplier X is offering flexible pricing for various services that meet my needs 1 2 3 4 5 I am satisfied with the overall service quality offered by Supplier X I am satisfied with the professional competence of Supplier X I am satisfied with the performance of the frontline employees of Supplier X I am comfortable about the relationship with Supplier X I intend to continue using mobile services from this operator for a long time If I want an additional telecom service, I am willing to continue selecting this operator Even if another Supplier’ price is lower; I will go on using Supplier X 1 2 3 4 5 I have a clear image of supplier X Supplier X is very familiar to me Price Perception Customer Satisfaction Customer Loyalty I am willing to say positive things about Supplier X to other people I will encourage friends and relatives to use the services offered by Supplier X 57 PART III: INDIVIDUAL INFORMATION Gender: Age: male 40 15 Education: below high school diploma Associate degree high school diploma Bachelor degree Master degree and upper Thank you for your support! 58 APPENDIX C- QUESTIONNAIRE IN VIETNAMESE Xin chào Anh (Chị)! Tôi học viên cao học thuộc chương trình giảng dạy Thac sĩ Tiếng Anh Viện Đào Tạo Quốc Tế ISB(Trường Đại Học Kinh Tế TP HCM) Tôi làm luận văn tốt nghiệp với đề tài “Khảo sát yếu tố ảnh hưởng đến thỏa mãn lòng trung thành khách hàng lĩnh vực mạng viễn thông di động Việt Nam” Rất mong Anh (Chị) dành chút thời gian quý báo để thực Bảng Khảo Sát sau để tơi hồn thành luận văn tốt nghiệp Tất thông tin cá nhân Anh(Chị) hoàn toàn bảo mật Sự đóng góp ý kiến Anh (Chị) góp phần không nhỏ vào thành công nghiên cứu A THÔNG TIN VỀ MẠNG VIỄN THÔNG DI ĐỘNG Hiện tại, Anh(Chị) sử dụng mạng di động nào(chọn mạng sử dụng yếu nhất)? Viettle Vinaphone Mobiphone Vietnamobile Gmobile (Dùng ký hiệu “mạng di động X” câu hỏi khảo sát để thể mạng di động mà Anh(Chị) sử dụng) Anh (Chị) sử dụng dịch vụ trả trƣớc hay trả sau? Trả trước Trả sau Anh(Chị) sử dụng mạng di động đƣợc bao lâu? 10 năm 59 B.NỘI DUNG CHÍNH Anh(Chị) vui lòng cho biết mức độ đồng ý hay khơng đồng ý phát biểu sau cách khoanh tròn vào lựa chọn cho mổi câu phát biểu: 1=Rất không đồng ý; 2=Không đồng ý; 3=Khơng có ý kiến; 4=Đồng ý; 5=Rất đồng ý CÁC CHỈ TIÊU ĐÁNH GIÁ MỨC ĐỘ ĐỒNG Ý Chất lƣợng dịch vụ 1.Mạng di động X đáp ứng cách kịp thời yêu cầu khách hàng 2.Những nhân viên phận chăm sóc khách hàng mạng di động X luôn sẵn sàng giúp đỡ 3.Mạng di động X tiếp nhận giải than phiền khách hàng cách nhanh chóng 4.Các gọi, tin nhắn dịch vụ Internet tơi ln trơi chảy thơng suốt, gặp rắc rối vấn đề mạng Hình ảnh thƣơng hiệu 5 5 1.Theo tôi, mạng di động X danh tiếng nhiều người ngưỡng mộ 2.Tơi có ấn tượng tốt trách nhiệm cộng đồng đóng góp cho hoạt động xã hội mạng di động X 3.Mạng di động X có hình ảnh rõ ràng 4.Mạng di động X quen thuộc 5 1 2 3 4 5 1.Chính sách giá dịch vụ mạng di động X hấp dẫn 2.Cước phí gọi mạng di động X đưa hợp lý 1 2 3 4 5 3.Mạng di động X đưa sách giá linh động cho nhiều loại dịch vụ khác nhau, đáp ứng nhu cầu Sự thỏa mãn khách hàng 1.Tôi cảm thấy hài long toàn chất lượng dịch vụ mạng di động X 2.Tơi cảm thấy hài lòng lực chuyên môn phong cách chuyên nghiệp mạng di động X 3.Tơi cảm thấy hài lòng khả chăm sóc khách hàng phận nhân viên tiếp xúc trực tiếp với khách hàng mạng di động X 4.Tôi cảm thấy thoải mái mối quan hệ với mạng di động X 5 5 5 5 Sự cảm nhận giá Lòng trung thành khách hàng 1.Tôi tiếp tục sử dụng dịch vụ viễn thông mạng di động X thời gian dài 2.Nếu muốn sử dụng thêm dịch vụ viễn thông, tiếp tục chọn mạng di động X 3.Thậm chí giá dịch vụ mạng di động khác thấp hơn, tiếp tục sử dụng mạng di động X 4.Tơi sẳn sàng nói điều tốt tích cực mạng di động X với người khác 60 5.Tơi khuyến khích người bạn người thân sử dụng dịch vụ mạng di động X C THÔNG TIN NGƢỜI ĐƢỢC KHẢO SÁT Xin Anh(Chị) vui lòng cho biết thơng tin sau đây: Giới tính: 2.Độ tuổi: 3.Thu nhập: Học vấn: Nam 15 triệu Trung cấp Trên đại học Xin Chân Thành Cảm Ơn Các Anh (Chị)! 61 APPENDIX D-HISTOGRAM, NORMAL P-P PLOT OF REGRESSION, SCATTER PLOT OF DEPENDENT VARIABLE: CUSTOMER SATISFACTION Figure D1: Histogram of Customer Satisfaction Figure D2: Normal Plot of Customer Satisfaction Figure D3: Scatter Plot of Customer Satisfaction 62 APPENDIX E- HISTOGRAM, NORMAL P-P PLOT OF REGRESSION, SCATTER PLOT OF DEPENDENT VARIABLE: CUSTOMER LOYALTY Figure E1: Histogram of Customer Loyalty Figure E2: Normal Plot of Customer Loyalty Figure E3: Scatter Plot of Customer Loyalty 63 ... on customer satisfaction in Vietnamese mobile telecommunication industry Evaluate the degree of the impact of customer satisfaction on customer loyalty in Vietnamese mobile telecommunication industry. .. affect customer satisfaction in Vietnamese mobile telecommunication industry? To what extent does customer satisfaction affect customer loyalty in Vietnamese mobile telecommunication industry? ... quality affect customer satisfaction in Vietnamese mobile telecommunication industry? To what extent does brand image affect customer satisfaction in Vietnamese mobile telecommunication industry?