The impact of logistics service quality on customer loyalty an empirical research in vietnam

ISB-MBUS INFORMATION FORM Name: NGO HOANG THONG Date of Birth: 10.07.1991 Course year: 2018 Mobile: 0914 785 338 Email: ngohthong@gmail.com Home address: 220/21 Le Van Sy, Ward 14, Dist 3, HCM Occupation: Businessman Position: Businessman Office name: NEW STAR LOGISTICS COMPANY LIMITED Office location: 56 Yen The Street, Ward 2, Dist Tan Binh, HCM 10 How have I changed after two years studying at ISB? After two years studying at ISB, I studied a lot of economic knowledge such as Business Accounting, Human Resources Management, Corporate Financial, Strategic Marketing, Research Design… I feel more mature, calmer and more confident when I face with problems 11 What I want to share with the juniors is: Firstly, there will be a lot of useful knowledge for your job Secondly, there will be many good teachers during your studying Thirdly, there will be many best friends who you can study together Finally, ISB is the best choice while studying MBA WISHING YOU EVERY SUCCESS IN YOUR CHOSEN PATH! CỘNG HÒA XÃ HỘI CHỦ NGHĨA VIỆT NAM Độc lập – Tự – Hạnh phúc -o0o - BẢN CAM ĐOAN Họ tên học viên: NGƠ HỒNG THƠNG Ngày sinh : 10.07.1991 Nơi sinh : TIỀN GIANG Ngày trúng tuyển đầu vào năm: 2016 Là tác giả đề tài luận văn: The Impact of Logistics Service Quality on Customer Loyalty: An Empirical Research in Vietnam Giáo viên hướng dẫn: TS Đoàn Anh Tuấn Ngành: Quản Trị Kinh Doanh Mã số: 22160046 Bảo vệ luận văn ngày : 12.11.2018 Điểm bảo vệ luận văn : 7.0 Tôi cam đoan chỉnh sửa nội dung luận văn thạc sĩ kinh tế với đề tài trên, theo góp ý Hội đồng chấm luận văn thạc sĩ TP Hồ Chí Minh, ngày 20 tháng 12 năm 2018 Người cam đoan (Ký ghi rõ họ tên) Chủ tịch Hội đồng chấm luận văn (Ký ghi rõ họ tên) Hội đồng chấm luận văn 05 (năm) thành viên gồm : Chủ tịch :…………………………………………………………………… Phản biện 1:………………………………………………………………… Phản biện 2: ………………………………………………………………… Thư ký : ……………………………………………………………………… Ủy Viên : …………………………………………………………………… CỘNG HÒA XÃ HỘI CHỦ NGHĨA VIỆT NAM Độc lập – Tự – Hạnh phúc -o0o - BẢNG TỔNG HỢP NỘI DUNG CHỈNH SỬA LUẬN VĂN SAU BẢO VỆ Nội dung điều chỉnh Số trang luận văn STT Nhận xét Hội đồng The abstract: some content is not appropriate, for example: some concept & the context relating to SMEs Hypothesis development: need to add more clear explanation on H4 The supported literature needs to be updated by more recent studies Be updated by some recent research Page 15-17 Why did you mention about gender and age in the discussion part? Is there any link with prior studies During the survey, author realizes gender and age also effect customer loyalty and moved this part for future research Page 34 Page The subject of the study is customers in small and medium logistics companies to improve the competitiveness in the logistics market in Vietnam The author focuses on this object and the contents in abstract are completely suitable to the whole essay Hypothesis was added more explanation by Page 15 -17 reviewing previous research No need to check the relationship between to components of one concept => explain The objective of this thesis is deeply studying the interactions factors under the same components and the effect of different components The author believe that there are more new contribution into theories as well as managerial HỌC VIÊN (Ký, ghi rõ họ tên) Page UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business NGO HOANG THONG THE IMPACT OF LOGISTICS SERVICE QUALITY ON CUSTOMER LOYALTY: AN EMPIRICAL RESEARCH IN VIETNAM MASTER OF BUSINESS ADMINISTRATION Ho Chi Minh City – Year 2018 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business NGO HOANG THONG THE IMPACT OF LOGISTICS SERVICE QUALITY ON CUSTOMER LOYALTY: AN EMPIRICAL RESEARCH IN VIETNAM MASTER OF BUSINESS ADMINISTRATION SUPERVISOR: DR DOAN ANH TUAN Ho Chi Minh City – Year 2018 Table of contents List of figures List of tables Acknowledgements Abstract Introduction Literature review and hypothesis 11 2.1 Logistics Service Quality (LSQ) 11 2.2 Satisfaction 13 2.3 Customer loyalty 13 2.4 Conceptual model and hypothesis 14 Research methodology 18 3.1 Research process 18 3.2 Sample Design 20 3.3 Measurement Scales 21 3.4 Data analysis method 23 3.5 Confirmatory factor analysis (CFA) 24 3.6 SEM analysis 24 Research results 25 4.1 Data statistical analysis 25 4.2 Scale Analysis Results 27 4.3 CFA results 27 4.4 Hypothesis Testing Results 29 Discussion, implication and limitation 33 5.1 Discussion 33 5.2 Managerial implication 34 5.3 Limitation and direction for future research 35 List of acronyms - ISB: International School of Business - HCM: Ho Chi Minh - CFA: Confirmatory Factor Analysis - OP LSQ: Operational Logistics Service Quality - RL LSQ: Relational Logistics Service Quality - SATIS: Satisfaction - AC: Affective Commitment - PB: Purchase Behavior List of figures Figure - Conceptual Model…………………………………………………………….16 Figure - Research Procedure………………………………………………………… 17 List of tables Table 1: A descriptive Statistics of the sample………………………………………… 24 Table 2: Standardized CFA Loadings of item………………………………………… 26 Table 3: Correlation results………………………………………………………………27 Table 4: Results from the structural model…………………………………………… 28 Acknowledgements Firstly, I would like to send my thanks Dr Doan Anh Tuan who helped and supported me a lot in completing this thesis Besides helping me to choose this topic, he also helps me how to find useful material for this thesis It makes me feel self-confident so I can reference previous thesis and enhance my writing thesis skills By updating new knowledge, it helps me feel strong spirit to complete this thesis In a word, Dr Doan Anh Tuan is very professional and wonderful and distributes big parts in my completing this thesis Secondly, I would like to send my thanks other teacher who taught me in International school of Business (ISB) during whole course Each teacher gave me some knowledge; they contributed many materials to complete my thesis Thirdly, I would like to send my thanks classmate who help me to right format with APA 6th edition In addition, I also send my thanks to attended survey persons They contributed into my success a lot Finally, I would like to send my thanks to family; they create good condition for me to complete this thesis, especially Mr Tung Minh Tuan - Director of KHS Viet Nam, who encourages me to complete this master thesis Abstract Customers are one of the most important factors which help to determine to the survival of a business The company cannot operate without customers Retaining or repeat customer are an essential for a business to grow and develop The customer base is the key area for generating profits, this allows the business to expand and grow operations; the effectiveness of corporate strategy is enhanced Developing retaining current customer will increase cross –sell and up-sell more and more Some previous studies also show that customer satisfaction has a positive influence business strategy Therefore, the assessment of the determinants affecting the customer satisfaction is very necessary for the logistics service companies, especially for small & medium private logistics companies Nowadays, customer has many different choices because of increasingly homogeneity products from different suppliers The seller has to differentiate by enhancing their customer service and procudurement Business more and more aware of the importance of loyal customers So attaining customer loyalty is extremely difficult and the firms try our best to acheive it everyday This research build on a multidimensional construct, extend previous theory to explore correlation between affective commitment and purchase behavior The research subject is supplier – retailers context and this companies are competing against the huge corporate, so their perspective is usually ignored This research extend the generalizability of previous studies to enhance competitive advantages In addition, the research also explore the relationship between logistics providers you use most often Please circle the number that reflects your evaluation to the provider For example, if you strongly agree (SA) please stick If you not agree (SD) please stick If you still have questions, please stick the appropriate number Definition: “Operational LSQ is presented as understanding of logistics service activities which provide from suppliers that apply customer quality, efficiency‖ “Relational LSQ is confirmed as understanding of logistics service activities to adapt customer's needs, expectations and have the ability to provide service qualities‖ “Satisfaction is advised the results of internal and external concept evaluation and comparison with expect standard‖ “Affective Commitment is emotional component of Customer Loyalty‖ “Purchase Behavior is behavioral component of Customer Loyalty‖ I Operational LSQ: Stank et al (2003) Order fulfillment level There are special orders for completing orders Existing service providers deliver as promised Goods are delivered on or before the requested delivery date Many orders complete as desired Supplier deals with order issues as soon as the order arrives II Relational LSQ: Stank et al (2003) 48 How about customer service staff? Proactively communicate supply issues that may delay our order Cooperate with us to help us make order processing more efficient Make recommendations for continuous improvement on an ongoing basis Know our needs well 10 Are responsive to problems that arise III Satisfaction: Selnes and Gonhaug (2000) When compared to what we expect… 11 In general, we are very satisfied with the service of my provider 12 They provide the full service that we want 13 The provider gives us "perfect" service 14 Service delivery is barely acceptable IV Affective Commitment: Kim and Frazier (1997): When compared to other service providers 15 We have developed a closer business relationship with current logistics service provider 16 We really like doing business with current logistics service provider 17 We am willing to put in more effort to purchase products from current logistics service provider 18 We want to remain a customer of current logistics service provider V Purchase Behavior: Too, Souchon and Thirkell (2001) 49 19 We have purchased more logistics service products over the last several years 20 We see the current service provider as my main partner 21 The current service provider has been our main partner for many years 22 We hope the current service provider will continue to work with us in the future PART 3: OTHER INFORMATION: Gender:  Male  Female Age:  18 - 25 age  26-35 age  36-45 age  Above 45 age Career:  Businessman/manager  Official employee  Students  workers  Others Income:  Below 10 mil VND  >10 -20 mil VND  >20 mil VND Education: 50  Primary  High school  Secondary  Graduated  Post-graduated Thank you! Appendix 3: Questionnaire in Vietnamese Chào tất anh/chị Tơi Ngơ Hồng Thơng, học viên cao học Viện đào tạo quốc tế (ISB)- trường Đại học Kinh Tế TP.HCM Hiện làm đề tài nghiên cứu “Tác động chất lượng dịch vụ Logistics lòng trung thành khách hàng: nghiên cứu thực nghiệm Việt Nam” Rất mong anh/ chị dành thời gian trả lời phiếu khảo sát Lưu ý, khơng có câu trả lời sai Tất ý kiến anh/ chị có giá trị cho nghiên cứu tơi PHẦN 1: THƠNG TIN TỔNG QUÁT Lần sử dụng dịch vụ logistics (chuyển phát nhanh chứng từ, hàng hóa ) gần nào? Loại dịch vụ logistics mà anh/chị sử dụng gần gì? 51 ớc tàu biển ớc hàng không ủ tục hải quan ịch vụ giao nhận nội địa ển Phát Nhanh Khi lựa chọn dịch vụ logistics, Anh/ chị định nào? ọn dịch vụ logistics đắc ọn dịch vụ logistics rẻ ồng ý mua dịch vụ đắc dịch vụ phải tốt ả không quan trọng dịch vụ tốt ịch vụ logistics công ty tiếng PHẦN 2: NỘI DUNG ĐÁNH GIÁ Bảng câu hỏi hỏi bạn số câu hỏi dịch vụ logistics bạn nhận từ nhà cung cấp bạn Thành phố Hồ Chí Minh Trong trả lời câu hỏi này, suy nghĩ nhà cung cấp bạn sử dụng thường xuyên Vui lòng khoanh tròn số phản ánh đánh giá bạn nhà cung cấp Ví dụ, bạn mạnh mẽ đồng ý (SA) xin vui lòng khoanh tròn Nếu bạn khơng đồng ý (SD) xin vui lòng khoanh tròn Nếu bạn phân vân, xin vui lòng khoanh tròn số thích hợp I LSQ hoạt động: Stank et al (2003) Mức độ hoàn thành đơn đặt hàng: 52 Có lệnh đặc biệt việc hoàn thành đơn hàng Nhà cung cấp dịch vụ có giao hàng hứa Hàng hóa giao vào trước ngày giao hàng yêu cầu Nhiều đơn hàng đặt hàng hoàn thành mong muốn Nhà cung cấp giải vấn đề đơn đặt hàng đơn hàng đến II LSQ Quan hệ: Stank et al (2003); Nhân viên chăm sóc khách hàng Chủ động giao tiếp vấn đề trì hỗn dịch vụ logistics bạn Hợp tác với bạn để giúp bạn xử lý đơn hàng hiệu Đưa khuyến nghị để cải tiến liên tục dịch vụ logistics Hiểu nhu cầu bạn 10 Đáp ứng với vấn đề phát sinh III Sự thỏa mãn: Selnes and Gonhaug (2000) So sánh tơi mong muốn… 11 Nói chung, chúng tơi hài lòng với dịch vụ nhà cung cấp 53 12 Họ cung cấp đầy đủ dịch vụ mà muốn 13 Nhà cung cấp mang đến cho chúng tơi dịch vụ ―hồn hảo‖ 14 Cung cấp dịch vụ vừa đủ chấp nhận IV Cam kết tự nguyện: Kim and Frazier (1997): Khi so sánh với nhà cung cấp dịch vụ khác 15 Mối quan hệ kinh doanh chúng tối chặt chẽ tốt đẹp 16 Chúng tơi thực thích làm kinh doanh với nhà cung cấp 17 Chúng sẵn sàng trả tiền nhiều để mua dịch vụ nhà cung cấp 18 Chúng khách hàng trung thành nhà cung cấp V Hành vi mua hàng: Too, Souchon and Thirkell (2001) 19 Chúng mua nhiều sản phẩm nhà cung cấp dịch vụ hiên 20 Chúng xem nhà cung cấp dịch vụ đối tác 21 Nhà cung cấp dịch vụ đối tác chúng tơi nhiều năm qua 22 Chúng hy vọng nhà cung cấp dịch vụ 54 tiếp tục làm việc với chúng tơi tương lai PHẦN 3: THƠNG TIN KHÁC: Xin Anh/Chị cho biết số thông tin sau để phục vụ cho việc phân loại trình bày liệu thống kê: Giới tính:  Nữ  Nam Nhóm tuổi:  18 - 25 tuổi;  26-35 tuổi  36-45 tuổi;  Trên 45 tuổi Nghề nghiệp:  Doanh nhân/nhà quản lý ;  Nhân viên VP  Công nhân;  Khác Mức thu nhập/tháng:  Dưới 10 triệu VND  >10 -20 triệu VND  >20 triệu VND Trình độ học vấn (cao nhất): 55  Cấp  Cấp  Cấp  Đại học  Sau đại học Xin chân thành cám ơn Appendix 4.1 Statistics Age Valid 200 N Missing Skewness 461 Std Error of Skewness 172 Kurtosis 1.654 Std Error of Kurtosis 342 Gender 200 -.040 172 -2.019 342 Career 200 -1.237 172 048 342 Income 200 033 172 -.884 342 Education 200 1.133 172 -.724 342 4.2 Age Valid Total Frequency Percent Valid Percent 39 139 19 200 19.5 69.5 9.5 1.5 100.0 19.5 69.5 9.5 1.5 100.0 Cumulative Percent 19.5 89.0 98.5 100.0 56 4.3 Gender Valid Total Frequency Percent Valid Percent Cumulative Percent 49.0 100.0 98 102 200 49.0 51.0 100.0 49.0 51.0 100.0 Frequency Percent Valid Percent 40 133 27 200 20.0 66.5 13.5 100.0 20.0 66.5 13.5 100.0 Frequency Percent Valid Percent Cumulative Percent 50 105 45 200 25.0 52.5 22.5 100.0 25.0 52.5 22.5 100.0 25.0 77.5 100.0 Frequency Percent Valid Percent Cumulative Percent 149 51 200 74.5 25.5 100.0 74.5 25.5 100.0 74.5 100.0 4.4 Career Valid Total Cumulative Percent 20.0 86.5 100.0 4.5 Income Valid Total 4.6Education Valid Total Appendix The results of Cronbach’s Alpha coefficient of reliability 57 5.1 Operational LSQ Reliability Statistics Cronbach's N of Alpha Items 844 Item-Total Statistics Scale Mean Scale Corrected if Item Variance if Item-Total Deleted Item Correlation Deleted OP1 20.20 27.058 347 OP2 19.49 20.625 729 OP3 20.03 20.004 701 OP4 19.60 20.382 763 OP5 19.86 20.971 724 Cronbach's Alpha if Item Deleted 879 791 799 781 792 5.2 Relational LSQ Reliability Statistics Cronbach's N of Alpha Items 936 Item-Total Statistics Scale Mean Scale Corrected if Item Variance if Item-Total Deleted Item Correlation Deleted RL1 17.99 33.252 803 RL2 17.78 32.436 859 RL3 18.17 32.545 825 RL4 17.97 32.009 848 RL5 17.93 33.131 809 5.3 Satisfaction Cronbach's Alpha if Item Deleted 926 916 922 918 925 58 Reliability Statistics Cronbach's N of Alpha Items 772 Item-Total Statistics Scale Mean Scale Corrected if Item Variance if Item-Total Deleted Item Correlation Deleted SATIS 14.78 7.473 687 SATIS 14.65 7.368 732 SATIS 15.10 8.148 685 SATIS 14.62 11.190 238 Cronbach's Alpha if Item Deleted 653 627 660 863 5.4 Affective commitment Reliability Statistics Cronbach's N of Items Alpha 888 59 Item-Total Statistics Scale Mean Scale Corrected if Item Variance if Item-Total Deleted Item Correlation Deleted AC1 12.80 14.479 736 AC2 12.69 14.589 752 AC3 13.29 13.554 722 AC4 12.85 12.607 819 Cronbach's Alpha if Item Deleted 863 858 869 831 5.5 Purchase behavior Reliability Statistics Cronbach's N of Alpha Items 923 Item-Total Statistics Scale Mean Scale Corrected if Item Variance if Item-Total Deleted Item Correlation Deleted PB1 13.73 17.985 819 PB2 13.83 18.420 852 PB3 13.72 17.772 831 PB4 13.60 18.101 787 Cronbach's Alpha if Item Deleted 901 891 897 912 60 Appendix CFA Analysis 61 Appendix Structural results (standardized estimates) 62 ... NGO HOANG THONG THE IMPACT OF LOGISTICS SERVICE QUALITY ON CUSTOMER LOYALTY: AN EMPIRICAL RESEARCH IN VIETNAM MASTER OF BUSINESS ADMINISTRATION SUPERVISOR: DR DOAN ANH TUAN Ho Chi Minh City... examinine the relationship between satisfaction and loyalty Introduction Today, the significance of growing and keeping relationships with clients is widely accepted in the literature Enhancing logistics. .. service quality and customer loyalty such as analysis the Role of Logistics Service Quality in Creating Therefore, this research examines ―how logistics service quality affects customer loyalty ,