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MINISTRY OF EDUCATION AND TRANING CANTHO UNIVERSITY SUMMARY OF DOCTORAL THESIS In Business Administration CODE: 62340102 NGUYEN THANH LIEM FACTORS INFLUENCE ON THE COMPLAINT INTENTION OF THE CUSTOMER USING TELECOM SERVICE IN MEKONG DELTA Cần Thơ, năm 2020 Reviewer 1: Reviewer 2: LIST OF PUBLICED PAPERS Nguyễn Thanh Liêm, Bùi Văn Trịnh (2017) Antecedents of complaint intention: case study of mobile phone service in Can Tho Economics & Development Journal, 236: 61-71 Nguyễn Thanh Liêm, Bùi Văn Trịnh (2017) Antecedents of complaint intention: case study of mobile phone service in Mekong delta Science Journal of Can Tho University, 236: 61-71 CONTENT Page CHAPTER 1: INTRODUCTION 1.1 BACKGROUND 1.2 RESEARCH GOAL 1.2.1 Research goal 1.2.2 Research objectives 1.3 RESEARCH QUESTIONS 1.4 RESEARCH OBJECT AND SCOPE CHAPTER 2: LITERATURE REVIEW AND RESEARCH MODEL 2.1 BACKGROUND 2.2 COMPLAINT AND COMPLAINT INTENTION 2.3 THEORIES AND RESEARCH HYPOTHESICS 2.3.1 Justice Theory 2.3.2 Trust 2.3.3 Customer satisfation and complaint intention 2.3.4 Moderator - Perceived responsiveness 10 2.4 RESEARCH MODEL 10 CHAPTER 3: RESEARCH METHODOLOGY 10 3.1 RESEARCH STRATEGY 10 3.2 RESEARCH DESIGN 11 3.3 MEASUREMENT SCALE AND QUESTIONNAIRE DESIGN 11 3.4 SAMPLING 12 3.5 DATA ANALYSIS METHODS 13 CHAPTER 4: RESULT AND DISCUSSION 13 4.1 DESCRIPTIVE STATISTICS 13 4.2 RELIABILITY ANALYSIS 14 4.3 EXPLORATORY FACTOR ANALYSIS (EFA) 14 4.4 FINAL CONSTRUCTS BASED ON EFA RESULTS 16 4.5 CORRELATION ANALYSIS 18 4.6 CONFIRMATORY FACTOR ANALYSIS - CFA 18 4.7 STRUCTURAL EQUATION MODEL - SEM 19 4.8 BOOSTRAP ANALYSIS 21 4.9 MODERATOR ANALYSIS – PERCEIVED RESPONSIVENESS 21 4.10 CONTROL VARIABLE - GENDER 22 CHAPTER 5: CONCLUSION AND IMPLICATION 23 CHAPTER INTRODUCTION 1.1 BACKGROUND Complaints have an important impact on customer retention and profitability (Holloway, Wang & Parish, 2005) Hart et al (1990) stated: there is a clear difference between companies that well manage complaints (of customer) and ones that not Successful companies often encourage customers to complain through “positive cooperation” policies and proactive actions, while others often apply passive approaches in complaints management (Firnstahl, 1989) The result of literature review leads to the perception that there is a few research in Vietnam focused on customer complaint, and there is still lack of positive view on complaining behavior Breazeale (2009) reveals that the cost of persuading a new customer is five times higher than maintaining an existing customer Especially in the field of mobile phone services, when competition between companies is becoming increasingly fierce, maintaining existing loyal customers is critical Therefore, good complaints management can help the company attain an opportunity to continue serving customers and improve the quality of business operations in the future Based on such arguments, the proposed topic “Factors influence of the complaint intention of the customer using telephone service in Mekong delta” is essential and needs to be conducted 1.2 RESEARCH GOAL 1.2.1 Research goal The goal of this study is to find out the factors affecting complaint intention of customers who using telecom service in Mekong Delta The research result is expected to provide academic evidences that contribute to a better understanding of customer complaint behaviour and suggest practical implications for telecom service providers 1.2.2 Research objectives In order to reach the reseach goal, this study needs to achieve three objectives as follows: (1) Systematizing literature related to the topic of customer complaints; (2) Identify and measure the influence of atecedents of compaint intention of customers who using telecom service in Mekong Delta region; (3) Proposing management implications to motivate consumers to complain directly to telecom service providers in the Mekong Delta region 1.3 RESEARCH QUESTIONS The research questions for the study is proposed as follow: (1) What are the antecedents to complaint intention of customer who using telecom services in Mekong Delta?; (2) How much does each antecedent impact the level of complaint intention of customer who using telecom services in Mekong Delta?; (3) Which policies should be applied to motivavte direct complain? 1.4 RESEARCH OBJECT AND SCOPE Research object: The study focuses on complaint intention of customer who using telecom service in Mekong Delta Therefore, the research object is the customer who using mobile phone services in the Mekong Delta region and had experienced incidents related to mobile phone services Geographic scope: Based on the data of telecom service providers and current population, research space is proposed as provinces and city including: Can Tho, Long An, Tien Giang and Kien Giang These are the largest markets, accounting for 51% of the telecom service market share in Mekong Delta Time scope: Data was collected through a cross-sectional survey from May 2016 to February 2017 Data analysis was conducted after that time CHAPTER LITERATURE REVIEW & RESEARCH MODEL 2.1 BACKGROUND Garding & Bruns (2015) conducted a review and made the judgment that the research and theory related to complaints is very diverse, and therefore the researcher should focus on a specific direction to work Based on a review of more than twenty studies published between 1977 and 2014, Garding & Bruns (2015) proposed that five dominant factors are considered to affect customer satisfaction and thereby impacting complaint intention, including: distributive justice, procedural justice, interactional justice, attitude, and social interaction The result of literature review also reveals that Justice Theory is the most used theory and can be considered good enough to be used as a foundation theory In Vietnam, the research related to the topic of complaint behaviour is not much and no research has evaluated the role of Justice Theory in the field of services Therefore, this study is proposed a research model based on Justice Theory, combined with other variables to increase the explanatory level of the model 2.2 COMPLAINT AND COMPLAINT INTENTION Complaint behavior is defined as an action taken by an individual regarding the communication of negative things about a product/ service/ business with the third parties (Jacoby & Jaccard, 1981) By 1990s, Singh & Widing (1991) suggest that customer complaint behaviour is a “set of activities” that is triggered by customer dissatisfation McQuilken & Robertson (2011) defines complaining behavior as a multi-feedback set, that originating from dissatisfaction Intentions are assumed to capture the motivational factors that influence a behavior; they are indications of how hard people are willing to try, of how much of an effort the are planning to exert, in order to perform the behavior (Ajzen, 1991) Many studies have also confirmed intention as a motivational factor, which motivates an individual to be willing to take action Combining the concept of complaint behaviour and intention, in this study, the author focuses on the concept: the level of effort that customer is planning to exert, in order to perform the complaint behavior with telecom service providers in Mekong Delta 2.3 THEORIES AND RESEARCH HYPOTHESICS 2.3.1 Justice Theory Colquitt et al (2001) comprehensively reviewed 183 justice-related studies from the literature and integrated them into three major justice constructs: Distributive justice (DISJUS): refers to the perceived fairness when individuals assess the fairness of an exchange by comparing their inputs to outcomes to form an equity score (Martinez-Tur et al., 2006) Procedural justice (PROJUS): Leventhal (1980) first discussed procedural justice in non-legal contexts such as organisational settings and pointed out six evaluation criteria that perceived procedural fairness should meet Procedures should (1) be consistent: applying procedure consistently across individuals and time, (2) suppress bias: omitting the self-interest of the decision maker, (3) be accurate: ensuring that accurate information is collected and used in making decisions, (4) be corrective: having some mechanisms to correct wrong decisions, (5) be representative: ensuring that the opinions of all parties affected by the decision have been taken into account, and (6) be ethical: meeting the ethical and moral values of the social system Interactional justice (INJUS): Bies & Moag (1986) separated out the interpersonal aspect of procedural justice that is termed interactional justice There are four criteria to assess interactional justice: (1) justification for decisions, (2) truthfulness, (3) respect, and (4) propriety Much research on service recovery has generally identified consistent relationships between justice perception and customer satisfaction (Ruyter & Wetzels, 2000; Holloway et al., 2005) However, there are differences in the level of impact in different fields as well geographic areas Therefore, it is necessary to identify the relationship between justice constructs, and determine the level of impact of each component on customer’s satisfaction in Mekong Delta Research hypotheses are proposed: H1 Distributive justice has a positive effect on consumer satisfaction, in telecom service in Mekong Delta H2 Procedural justice has a positive effect on consumer satisfaction, in telecom service in Mekong Delta H3 Interactional justice has a positive effect on consumer satisfaction, in telecom service in Mekong Delta 2.3.2 Trust Pavlou & Fygenson (2006) argue that trust is the belief of the buyer that the seller will behave ethically Some scholars have carried out a review in social exchange context, and conclude that trust has an effect on satisfaction (Singh & Sirdeshmukh, 2000; Chiou, 2004) Studies in e-commerce also suggest trust should be considered as an important aspect in technology-related transactions (Gefen, 2000; Reichheld & Schefter, 2000) Reichheld & Schefter (2000) provided evidence that customers often stay away from service providers whom they don't trust Further studies also show that trust is a critical determinant of customer satisfaction, in a mobile commerce context (Lin & Wang, 2006) The same argument can also be applied in telecom service context Hence, it is hypothesized that: H4 Trust has a positive effect on consumer satisfaction, in telecom service in Mekong Delta 2.3.3 Customer satisfation and complaint intention Voorhees and Brady (2005) proposed a model for exploring initial drivers of complaint intentions from the persepctive of social justice in service encounter when the effects of jusitce drivers on complaint intentions may be mediated by customer satisfaction This indicates a fact that customer satisfaction derived from a failed service encounter may have a negative influence on complaint intentions Cronin et al (2000) claimed the effects of service quality on consumer’s behavioural intentions may be mediated by customer satisfaction The rationale for the argument lies in the conceptualisation of service quality and customer satisfaction in terms of cognitive and affective evaluations of service experience that further prompt conative response for compaint intentions That is, when consumers feel more dissatisfied with their services, complaint intentions therefore increase Hence, it is hypothesised H5 Customer satisfaction negatively affects complaint intentions, in telecom service in Mekong Delta 2.3.4 Moderator - Perceived responsiveness Perceived responsiveness is defined as the consumer’s perception of an evendor’s willingness to address a service failure and to provide a complaint handling mechanism (Tax, Brown, & Chandrashekaran, 1998) A positive relationship between customer satisfaction and further complaint intentions, in traditional shopping, has been proposed (Voorhees & Brady, 2005) That is, as consumers’ perception of responsiveness increases, they become more likely to complain to vendors (Richins, 1987) Recent research by Voorhees & Brady (2005) and Wu (2016) reveal perceived responsiveness as a moderator in the relationship between satisfaction and complaint intention Hence, it is hypothesized that: H6 The higher the perceived responsiveness, the stronger is the link between customer satisfaction and complaint intentions, in online shopping 2.4 RESEARCH MODEL A research model is proposed to determine the antecedents of the intention to complain among consumers who using telecom service in Mekong Delta Figure 2.1: Proposed research model CHAPTER RESEARCH METHODOLOGY 3.1 RESEARCH STRATEGY In a study from Ritchie and O’Connor (2004), they mentions about two kinds of methodologies which can be applied in academic study to gain knowledge in social contexts “These methods are qualitative and quantitative research “In this study, in order to solve the research questions that have been raised in Chapter 1, the author has built a research model which was improved based on the Justice theory.” Because of the backgrounds amd hypotheses were proposed 10 in Chapter 2, according to criteria by Neuman (2003), this study could be considered as a quantitative research Howeverm qualitative method was also applied in the process of designing measurement scales and questionnaire 3.2 RESEARCH DESIGN A research design provides the basic plan to guide the research process in order to achieve research objectives most efficiently (Hair et al 2003) In this study, research design can be divided into three processes: exploratory, pilot, and main study Figure 3.1: Research design 3.3 MEASUREMENT SCALE AND QUESTIONNAIRE DESIGN Measurement scales are adapted based on previous published studies The author also consulted experts to find and adjust points that could lead to misunderstanding or bias The process of determining measurement scale and designing questionnaitre is described as follows: - Step 1: English original scales were summarized based on articles published on journals of ISI or Scopus system The measurement items for justice constructs, including distributive justice, procedural justice and interactional justice, were adapted from the measurements developed by Martinez – Tur et al (2006), Turel et al (2008), Chiu et al (2009), and Wu (2013) Trust is measured with items adapted from Wu (2013), and Turel et al.(2008) ; Satisfaction, complaint intention, and perceived responsiveness are measured using items based on Liu & Wu (2013) and Voorhees & Brady (2005) 11 - Step 2: Consult ideas from scholars of Can Tho University to short-list the potential scales which could be suitable inthe context of telecom service - Step 3: Translate the original scales into Vietnamese with the consultation of a linguistic expert to control the misunderstanding of vocabulary and culture - Step 4: A group interview with managers working in telecom service was organized to discuss and finalize the questionnaire As the final step, a pilot study with a sample of 150 observations in Can Tho city was also conducted to check the reliability and validity of the questionnaire and help the author recorded some possible problems may happen during field survey process 3.4 SAMPLING Sampling proccess usually involves three steps: determining the targeted population, identify sampling method, and calculate sample size Since the study focused on considering complaint intention of customers who using telecom services in Mekong Delta, the target population is Mekong Delta consumers who using telecom services and already registered However, due to limited resources such as finance, time, and human force, the survey was conducted in four provinces and cities: Can Tho, Long An and Tien Giang , and Kien Giang These are 04 localities with large population size and account for the largest number of telecom services’ customers in the Mekong Delta area Non-probability sampling was chosen to collect the primary data for this study, and it is convenient method where the researchers use any readily available individuals as participants (Cooper & Chindler, 2006) The most adventage of this method is it allows the author to achieve a large number of samples with an optimum resources However, the author clearly awares that the convenient sampling method has limitations which will be discussed in t the final chapter of this study “Kline (2011) said that a usual sample size where Structural Equation Model used is about 200 cases Barret (2007) also recommended that reviewers of journal submissions will reject for publication if Structural equation modeling has a number of sample size lower than 200.” In this situation, Structural Equation Model is the major technique to analyze data and calculate the results Therefore, the sample size should be at least 200 Based on the ability to collect data, the selection of 200 respondents in this study as the minimum sample size can satisfy the requirement for factor analysis This study had approached and collected about 1,000 samples Among those, there were 46 invalid samples, 12 accounting for 4.6% Finally, the final number of observation is inputed and used in analysis: n = 954 observations 3.5 DATA ANALYSIS METHODS In order to reach the most precise results for the research, questionnaires were coded, computerized, and screened for errors before any statistical analysis Finally, the author would apply several statistic techniques using SPSS and AMOS: For SPSS: Frequency; Mean; Standard Deviation; Reliability test with Cronbach’s alpha; Exploratory Factor Analysis (EFA) For AMOS: Confirmatory Factor Analysis (CFA); Structural Equation Model (SEM); Multigroup Structural Equation Modeling; Two ways interaction analysis CHAPTER RESULT & DISCUSSION 4.1 DESCRIPTIVE STATISTICS Regarding gender, men accounting for 50.9%, and female accounting for 49.1% Thus, the rate of male and female appearance in the sample is quite balance In terms of age, respondents participated in the survey mainly aged 31-40 years old, and 21-30 years old with the proportion of 31.4% and 30.8% respectively These two age groups account for 61% of the sample Next is the customer group at 41-50 years old, accounting for 19.5%; the group of respondents under the age of 30 accounts for 132%, the rest are over 50 years old, accounting for only 5% In terms of education level, more than 50% of people in the survey sample have University and College qualifications; of which 32.1% of respondents have a college degree and 21.0% have a university degree The number of people with education at the universal level accounts for the majority of the sample with about 40% Only 5% of respondents have postgraduate qualifications In terms of occupation, out of 954 respondents, civil servants, office workers and business people had the highest rate of 26.2% respectively; 24.5%, 24.1% The interviewees are students who also account for a large proportion of the sample with about 21%, while other types of occupations of respondents are only about 4% 13 Regarding the resident locality, the proportion of sample groups from Can Tho, Kien Giang, Long An and Tien Giang is 32%, 16.9%, 30.4%, and 20.8% In terms of forms of payment, prepaid subscribers are the type most commonly used by customers in the survey sample with the rate appearing in the sample up to 86.4% Meanwhile, only 13.6% of respondents said they used postpaid subscribers The results of this survey are consistent with the reality of the difficulties in developing postpaid services of mobile service providers in Vietnam 4.2 RELIABILITY ANALYSIS The most common method for evaluating the reliability of measurement scale is based on Cronbach’s alpha index The results of reliability analysis show that most of the scales proposed for the study had met the statistical requirements (Cronbach’s alpha> 0.7) This means that the measurement scales are reliable enough according to statistical rules and to be able to conduct further analysis steps 4.3 EXPLORATORY FACTOR ANALYSIS (EFA) The purpose of the EFA analysis step is to minimize the number of explanatory variables, examine structures or relationships between variables, contributing to reinforcing or rejecting the initial research hypotheses In this study, the author chose to perform EFA analysis using the extracting method Principal Axis Factoring and Promax rotation based on the recommend of Gerbring & Anderson (1988) These scolars stated that these methods will reflect the data structure more accurate than the method of Principal Components and Varimax (orthogonal) The exploratory factor analysis was carried out for variable groups in turn: (i) independent variable groups affecting customer satisfaction using mobile phone services include: distributive justice, procedural justice, interactive justice, and trust; (ii) perceived responsiveness; (iii) satisfaction; and (iv) complaint intention The only thing worth noting is that proposing the combination of interactive justice and procedural justice Specifically, the results of exploratory factor analysis for independent variables include: equity of distribution, fairness of procedures, fairness of interaction, and belief for KMO coefficient of 0.929; and meaning Sig is 0.000; There are factors extracted in Eigenvalues value of 1,517 higher than the minimum requirement (> 1); these observed variables also explain 62.907% of 14 the total observations higher than the minimum requirement (50%); moreover, all factor loadings are greater than 0.5 Bảng 4.1: Pattern Matrix of justice components and trust Pattern Matrixa Yếu tố DISJUS01 DISJUS02 DISJUS03 DISJUS04 DISJUS05 PROJUS01 PROJUS02 PROJUS03 PROJUS04 INJUS01 INJUS02 INJUS03 INJUS04 INJUS05 TRUST01 TRUST02 TRUST03 TRUST04 0.677 0.789 0.801 0.865 0.858 0.539 0.577 0.491 0.561 0.742 0.765 0.920 0.861 0.873 0.786 0.837 0.842 0.908 Extraction method: Principal Axis Factoring Rotationl method: Promax with Kaiser Normalization The suggestion to combine these variables is unexpected but can be explained by the origin of the interactive equity element which is separated from the procedurl justice in the study published by Bies & Moag (1986) Based on the results of the data analysis and the results of the review of literature, the study proposed to group the procedural justice and interactive justice into a new independent variable, still taking the name of procedural justice and denoted by PROIN 15 After grouping, the author had investigated Cronbach’s alpha coefficient for this new construct The result show that Cronbach’s alpha coefficient is 0.922, which is greater than the Cronbach’s alpha level of each scale before 4.4 FINAL CONSTRUCTS BASED ON EFA RESULTS Based on the results of reliability analysis and exploratory factor analysis, the final constructs in local language are presented as follows: Distributive justice (DISJUS) DISJUS01 Giá trị dịch vụ nhận tương xứng với mức trả cho nhà mạng di động DISJUS02 Giá trị dịch vụ mà nhận từ nhà mạng di động tỷ lệ thuận với giá trả DISJUS03 Chất lượng dịch vụ mạng phù hợp với giá DISJUS04 Phí dịch vụ nhà mạng di động phù hợp với chất lượng DISJUS05 Nhìn chung, dịch vụ cung cấp nhà mạng di động hợp lý Procedural justice (PROIN) PROJUS01 Những sách nhà cung cấp dịch vụ di động áp dụng cách công tất khách hàng PROJUS02 Những sách nhà cung cấp dịch vụ di động áp dụng ổn định PROJUS03 Những sách nhà cung cấp dịch vụ di động áp dụng dựa thông tin xác PROJUS04 Nhà cung cấp dịch vụ di động làm rõ thay đổi sách cung cấp thơng tin khách hàng yêu cầu INJUS01 Tôi đối xử công suốt trình tương tác với nhân viên dịch vụ nhà mạng INJUS02 Hệ thống hỗ trợ khách hàng nhà mạng cung cấp lời giải thích kịp thời xác INJUS03 Hệ thống hỗ trợ khách hàng nhà mạng giải thích quy trình dễ hiểu INJUS04 Hệ thống hỗ trợ khách hàng nhà mạng hoạt động dễ dàng thú vị INJUS05 Hệ thống hỗ trợ khách hàng nhà mạng tương tác tốt với 16 Trust (TRUST) TRUST01 Dịch vụ nhà mạng dùng đáng tin cậy TRUST02 Chính sách dịch vụ nhà mạng dùng công khai, minh bạch TRUST03 Các nhà mạng thực cam kết họ với khách hàng TRUST04 Tôi tin vào thông tin mà nhà mạng cung cấp cho tơi Perceived responsiveness (PERES) PERES1 Khi có bất mãn khách hàng xảy ra, tin tưởng nhà mạng di động cố gắng khắc phục PERES2 Nhà cung cấp xử lý khiếu nại để tiếp tục sử dụng dịch vụ họ PERES3 Khi chọn mua sim điện thoại, tơi chọn nhà mạng có uy tín để đảm bảo chất lượng dịch vụ Satisfaction (SATIS) SATIS01 Tôi thích sử dụng dịch vụ nhà mạng di động dùng SATIS02 Tôi đắn lựa chọn nhà cung cấp dịch vụ mạng viễn thông SATIS03 Tôi cảm thấy thoải mái với nhà cung cấp dịch vụ mạng viễn thông SATIS04 Trong tương lai, tiếp tục sử dụng dịch vụ nhà cung cấp dịch vụ mạng SATIS05 Nhìn chung tơi hài lòng với dịch vụ cung cấp nhà mạng di động Complaint intention (COMPL) COMPL01 Trong tháng tới, chắn phàn nàn vấn đề làm tơi khơng hài lòng đến người quản lý nhà mạng di động COMPL02 Trong tháng tới, yêu cầu nhà mạng di động xử lý cố mà gặp phải COMPL03 Trong tháng tới, thảo luận vấn đề tơi gặp phải q trình sử dụng dịch vụ với người quản lý nhân viên nhà mạng viễn thông COMPL04 Trong tháng tới, thông báo cố gặp cho công ty viễn thông để họ làm tốt tương lai 17 4.5 CORRELATION ANALYSIS Pearson's correlation analysis results show that all of the independent factors in the model correlate with the dependent variable, which allows the SEM analysis step in the next section 4.6 CONFIRMATORY FACTOR ANALYSIS - CFA Confirmatory Factor Analysis (CFA) “is used to confirm the measurement theory that proposed in this study According to Hair et al (2009), a measurement theory identifies how measured variables correspond to constructs in a theoretical model Unlike EFA, CFA requires that constructs, specific number of factors and variables loading on each factor are clearly defined Briefly, CFA was conducted to test whether the measurement model fits with data.” Hình 4.1: Kết phân tích CFA lần 18 Index Standard ChiSquared/df TLI AGFI CFI ≥ 0.90* ≥ 0.85** ≥ 0.95** RMSEA ≤ 0.08** < 5.00 Reference Score Wheaton & cộng (1997) 4.054 Hu & Benler (1999) Hair & cộng (1995); Hu & Benler (1999) MacCallum & cộng (1996) 0.944 0.919 0.954 0.057 4.7 STRUCTURAL EQUATION MODEL - SEM Structural Equation Model (SEM) should be conducted to examine both the measurement model and the structural regression model The design of Structural Equation Model was demonstrated as below: Hình 4.2 Kết SEM Estimate H1 H2 H4 SATIS SATIS SATIS