Service quality and customer satisfaction of beauty service at the beauty salon in the city hanoi

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - LÊ THỊ THANH DUNG SERVICE QUALITY AND CUSTOMER SATISFACTION OF BEAUTY SERVICE AT THE BEAUTY SALON IN THE CITY HA NOI CHẤT LƯỢNG DỊCH VỤ VÀ SỰ HÀI LÒNG CỦA KHÁCH HÀNG VỚI DỊCH VỤ THẨM MỸ TẠI CÁC CƠ SỞ THẨM MỸ TẠI HÀ NỘI LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH HÀ NỘI - 2019 ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - LÊ THỊ THANH DUNG SERVICE QUALITY AND CUSTOMER SATISFACTION OF BEAUTY SERVICE AT THE BEAUTY SALON IN THE CITY HA NOI CHẤT LƯỢNG DỊCH VỤ VÀ SỰ HÀI LÒNG CỦA KHÁCH HÀNG VỚI DỊCH VỤ THẨM MỸ TẠI CÁC CƠ SỞ THẨM MỸ TẠI HÀ NỘI Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: TS TRẦN HUY PHƯƠNG HÀ NỘI - 2019 DECLARATION The author confirms that the research outcome in the thesis is the result of author 's independent work during study and research period and it is not yet published in other‟s research and article The other‟s research result and documentation ( extraction, table, figure, formula, and other document ) used in the thesis are cited properly and the permission ( if required ) is given The author is responsible in front of the Thesis Assessment Committee , Hanoi School of Business and Management , and the laws for above - mentioned declaration Hanoi , date of / / LE THI THANH DUNG ACKNOWLEDGEMENT I have gained huge knowledge , skill and insights from my MBA course The course raises my capacity of administration and management up to the next level I declare that this is a true copy of my thesis The content of this thesis has been approved by the committee of Vietnam National University , Hanoi - Hanoi School of Business and Management (HSB) This thesis has not been submitted for a higher degree to any other University or Institution In order to finish this project successfully , I have received many helps , supports and guidance from many people who I would like to thank sincerely First of all, I would like to thank all the professors of MBA program, especially Dr Tran Huy Phuong - my supervisor Then I would like to thank deeply to class assistant team of HCC center, respondents and interviewees who allowed me to gather enough data for this research Thank you to Mr.Duong, Miss Xuyen and Mr Thanh from Mediworld CO., LTD which has helped allow study done at this company and have a lot of help during the interview session with very useful information Finally, I also want to dedicate my love and special thanks to my beloved family, my colleges and my fellow friends who always stand by me during the past two years and encourages to keep moving from the beginning of my study Hanoi , date of / / Le Thi Thanh Dung TABLE OF CONTENTS ABBREVIATION i LIST OF FIGURES ii LIST OF TABLES iii INTRODUCTION .1 Rationale .1 Literature review Aims of research Objects of research 5 Scope of research Research methodology Thesis structure .9 CHAPTER 1: THEORETICAL BACKGROUND ON CUSTOMER SATISFACTION WITH BEAUTY SERVICE QUALITY .10 1.1: Basic concepts 10 1.1.1: Beauty service 10 1.1.2: Service quality 12 1.1.3: Customer satisfaction 13 1.2: Service quality and customer satisfaction .14 1.3: Service quality assessment models 16 1.3.1: Service Quality Grap Model 16 1.3.2: Service quality 10 components model 18 1.3.3: SERVQUAL and SERVPERF models 19 1.3.4: Theorical framework and Hypothesis .21 1.3.5: Designing Scales and Questionnaires and Sample 22 1.3.6: Data collection method 25 CHAPTER II: ASSESSING THE SITUATION OF CUSTOMER SATISFACTION WITH BEAUTY SERVICE AT BEAUTY SALON IN HANOI 27 2.1: Introduction of Beauty salon in Hanoi 27 2.1.1: Introduction of beauty industry .27 2.1.2: Introduction of beauty salon in Hanoi .32 2.2: The situation of customer satisfaction with beauty service at beauty salon in Hanoi .34 2.2.1: The type of beauty service .35 2.2.2: Equipment 39 2.3: Survey results on customer satisfaction with beauty service at beauty salon in Hanoi .40 2.3.1: Research sample description 40 2.3.2: Reliability and validity of the scales 41 2.3.3: Survey results 48 CHAPTER III: PROPOSAL ON SOLUTIONS TO ENHANCE CUSTOMER SATISFACTION WITH BEAUTY SERVICE IN BEAUTY SALON IN HANOI 64 3.1: The Assurance solutions 64 3.1.1:The “AF1 - Employees‟ behaviour instils confidence” solutions 64 3.1.2: The “AF2 - Customers feel safe in transactions” solutions .64 3.1.3:The “AF3 - Consistently courteous employees” solutions 65 3.1.4: The “AF4 - Employees‟ knowledge” solutions .66 3.2: The Tangibility solutions 67 3.2.1:The “TF1 - Equipment and facilities” solutions 67 3.2.2: The “TF2 - Physical facilities” solutions 68 3.2.3: The “TF3 - Employees” solutions 69 3.3: The Responsiveness solutions 70 3.4: Other solutions 71 CONCLUSION, LIMITATION AND IMPLICATION 75 Conclusion 75 Limitations 77 Implications 78 REFERENCES 79 APPENDIX .83 APPENDIX 1: QUESTIONNAIRE IN INENGLISH 83 APPENDIX 2: QUESTIONNAIRE IN VIETNAM .90 APPENDIX 3: RESULT CUSTOMER‟S ANALYSIS 99 APPENDIX 4: RESULT BUSINESS OWNER‟S ANALYSIS 115 ABBREVIATION ANOVA Analysis of variance KMO Kaiser-Meyer-Olkin Test KPI Key Performance Indicator i LIST OF FIGURES Figure 1.1: The Relationship between service quality and customer satisfaction 16 Figure 1.2: Service Quality Gap Model in SERVQUAL 17 Figure 1.3: SERVQUAL model 20 Figure 1.4: factors to customer satisfaction at beauty salon 22 Figure 2.1: Favour of beauty service‟s kind 38 Figure 2.2: 10 steps‟s skin care .39 Figure 2.3: Validity of the scales of CUSTOMER 43 Figure 2.4: Validity of the scales of Beauty salon OWNER 46 Figure 2.5: Means spot of customer satisfaction by Time use service 59 Figure 2.6: Perception of the gender of customer on beauty satisfaction .62 Collusion 63 ii LIST OF TABLES Table 1.1: 10 components of service quality 18 Table 1.2: Compare the two SERVQUAL model and SERVPERF model 21 Table 2.1: Global Spa Facilities by Type, 2007 32 Table 2.2: Number‟s beauty salons each district in Hanoi .35 Table 2.3: result‟s questionnaires of the beauty service‟s research .40 Table 2.4: Business demographics of the respondents .41 Table 2.5: Reliability of the scales 42 Figure 2.3: Validity of the scales of CUSTOMER 43 Table 2.6: Labelling of Extracted Factors of customer‟ questionnaires 45 Table 2.7: Labelling of Extracted Factors of customer‟ questionnaires 47 Table 2.8: Perception of the customer and business owner on 22 variables of service quality 48 Table 2.9: Perception of the customer and business owner on beauty service quality dimensions 49 Tablen 2.10: Result of Linear Regression Model of Customer 51 Table 2.11: Results of the hypothesis testing 53 Table 2.12: Result of Linear Regression Model of Owner .53 Table 2.13: Results of the hypothesis testing 56 Table 2.14: Results of comparison CS0 and OS0 .56 iii 113 Dependent – samples test 114 APPENDIX 4: RESULT BUSINESS OWNER’S ANALYSIS Reliability 115 116 117 118 119 120 121 EFA analysis 122 123 124 125 Multiple Regression Analysis 126 127 ... - 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