Service reliability the key to improve customer satisfaction at HEAT phat tien 5

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Nguyen Tri Phu SERVICE RELIABILITY - THE KEY TO IMPROVE CUSTOMER SATISFACTION AT HEAD PHAT TIEN MASTER OF BUSINESS ADMINISTRATION Ho Chi Minh City – 2020 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Nguyen Tri Phu SERVICE RELIABILITY - THE KEY TO IMPROVE CUSTOMER SATISFACTION AT HEAD PHAT TIEN MASTER OF BUSINESS ADMINISTRATION SUPERVISOR: DR NGUYEN PHONG NGUYEN Ho Chi Minh City – 2020 Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien TABLE OF CONTENTS LIST OF FIGURES LIST OF TABLES LIST OF ABBREVIATIONS EXECUTIVE SUMMARY PART PROBLEM IDENTIFICATION 1.1 PROBLEM CONTEXT 1.1.1 Overview of the motorcycle market 1.1.2 Overview of Phat Tien Trading and Service Company Limited 1.1.3 Overview of HEAD Phat Tien 1.2 SYMPTOMS 1.3 POSSIBLE PROBLEMS 10 1.3.1 Unreliable service of repair and maintenance 10 1.3.2 Limited infrastructures and facilities 12 1.3.3 Uncompetitive prices 13 1.3.4 Insufficient support from employees 13 1.4 MAIN PROBLEM VALIDATION 14 1.4.1 Problem definition 14 1.4.2 Problem existence 15 1.4.3 Problem importance 18 1.4.3.1 Risk of financial result decrease 18 1.4.3.2 Negative WOM affecting the reputation 18 1.4.3.3 Decreased ranking in the annual assessment of Honda Vietnam 19 1.5 POTENTIAL CAUSES 20 1.5.1 Limited infrastructures and facilities 20 1.5.2 Limited capability of some technicians 20 1.5.3 Lack of management and control 21 1.5.4 Not strictly following the company’s procedure 21 PART CAUSE VALIDATION AND SOLUTIONS 23 2.1 CAUSE VALIDATION 23 2.2 ALTERNATIVE SOLUTIONS 25 2.2.1 The first alternative solution: Conducting a “Quality First” campaign 25 Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien 2.2.2 The second alternative solution: Internal training and annual technical competition 27 2.3 SOLUTION SELECTION 30 2.4 ACTION PLAN IN ORGANIZATION 30 2.5 CONCLUSION 35 PART SUPPORTING INFORMATION 36 3.1 INTERVIEW GUIDE 36 3.2 QUALITATIVE RESEARCH 37 3.3 QUALITATIVE RESEARCH FINDINGS 45 REFERENCES 50 Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien LIST OF FIGURES Figure Motorcycle sales in Vietnam of the five largest brands from 2011 to 2018 Figure The organizational chart of Phat Tien Company Limited Figure 3: Customer dissatisfaction proportion of sales and service of Phat Tien from April 2019 to September 2019 Figure 4: Average service customer percentage of HEAD Phat Tien stores from April to September 2019 Figure 5: Customer satisfaction rate about Service of Phat Tien and the company Figure 6: Reasons for dissatisfaction about service at HEAD Phat Tien Figure 7: The updated cause-effect map with consequences Figure 8: Process of repair and maintenance service Figure 9: The final cause-effect map LIST OF TABLES Table Human resources of HEAD Phat Tien Table General interview framework Table Detailed interview questions Table 4: Action plan LIST OF ABBREVIATIONS HEAD Honda Exclusive Authorized Dealer HAUS Honda Approved Used Motorcycle Shop VAMM Vietnam Association of Motorcycle Manufacturers VNR500 Vietnam Report’s Top 500 Largest Enterprises CSI Customer Satisfaction Index KPI Key Performance Indicator CRM Customer Relationship Management PIC Person In Charge TQM Total Quality Management Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien EXECUTIVE SUMMARY Vietnam ranks in the top list of the world about the number of people using motorbikes for daily transportation (1) The motorbike market in Vietnam is still on the growth trend despite the forecasts that it had reached a saturation point in the previous years Infrastructure limitations and high taxes are the main constraints for customers to purchase cars Hence, there is still a demand for a motorcycle type of transportation Currently, the Vietnam motorcycle market is led by five leading manufacturers, including Honda, Yamaha, Suzuki, SYM, and Piaggio, primarily the new local electric motorcycle manufacturer of Vinfast, which makes the market much more competitive (1) Though, according to the recording of the Customer Service department, customers using the service division of Phat Tien still feedback many complaints, which takes the highest portion of 17 percent of customers interviewed in after-sale service surveys, compared to 15 percent of the total six HEADs Still, two percentage is not a small difference because it equals up to 80 more complaints per month than the average quantity of each HEAD, considerably the dissatisfaction ratio of Phat Tien increased continuously by up to percent in the recent months from July to September (Figure 4) This is the fundamental reason for the author to more research to discover deeper the real problem and possible causes, then suggest suitable and feasible solutions to solve this problem and efficiently enhance the competitiveness of HEAD Phat Tien The author uses several qualitative methods to implement this report namely in-depth interviews with heads of customer service department (Mrs Ngoc), service department (Mr Minh), HEAD’s service division (Mr Viet); several customers and data exploration from reliable internal sources; and reference from theory literature of prestigious academic journals Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien 5 PART PROBLEM IDENTIFICATION 1.1 PROBLEM CONTEXT 1.1.1 Overview of the motorcycle market According to records of (3) Motorcycles Data (3), an organization that tracks motorcycle sales worldwide, Vietnam preserves its position as the fourth largest motorcycle market in the world in 2018 Vietnam is ranked behind India, China, and Indonesia in terms of motorbike sales (2) The domestic market reached an eight-year high in sales of approximately 3.38 million bikes, including both local and imported vehicles (3) Vietnam market is dominated by five leading motorcycle producers, notably Honda, Yamaha, Suzuki, SYM, and Piaggio, which take more than 97 percent of the total market Honda is the market leader in Vietnam, which accounts for 75.9 percent of the market share in 2018 and increase to 78.6 percent of market share in 2019, up nearly percent Sales rose to 3.39 million new motorbikes sold in Vietnam for the fourth year in the row last year (1), (3) Figure Motorcycle sales in Vietnam of the five largest brands from 2011 to 2018 Source: Vietnam Association of Motorcycle Manufacturers (VAMM) 1.1.2 Overview of Phat Tien Trading and Service Company Limited Phat Tien Trading and Service Company Limited (Phat Tien) is a retail company established on January 10th, 1998, which trades and offers services of Honda motorcycles, sportbikes, and automobiles in Ho Chi Minh City, Long An province and Dong Nai province Currently, besides the headquarter in District 11, the company owns six Honda Exclusive Authorized Dealer (HEAD) stores, two Wing Service stores, the first Sport Bike showroom in Vietnam, and three Honda Automobile Dealer showrooms, with a staff of more than 900 Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien people, and serves more than one million customers in Ho Chi Minh City and neighboring provinces (4), (5) Each HEAD has the function of genuine Honda motorcycle business, providing genuine parts, proper maintenance and repair services, and safe driving instructions Over 20 years of operation, Phat Tien is considered as one of the leading motorcycle enterprises in Ho Chi Minh city and neighbor areas (4) Moreover, with the need to experience a variety of vehicles of customers, Phat Tien maintains its pioneer position by establishing the first genuine Honda Sport Bike Showroom in Vietnam that provides the latest Honda Sport Bike models with professional maintenance service and genuine spare parts In addition to the breakthrough development of the system of motorbike stores, Phat Tien is gradually asserting its position in the Automobile Industry with three Honda Dealers following 5S standards of Honda Vietnam including Honda Auto Bien Hoa, Honda Auto Long An, and Honda Auto Saigon - District with the function of providing the latest models of Honda cars and professional maintenance service, genuine parts and especially safe driving activities to every customer By the end of 2019, Phat Tien is the only company nationwide to have an official retail distribution network of Honda's finished products from motorcycle to sportbike and car Phat Tien is honored by Honda Vietnam in many awards and continuously ranks among the leading HEAD systems of Honda Vietnam Especially, Phat Tien is honored to be in the Top 500 Largest Private Enterprises in Vietnam (VNR500) in the past 11 years (5) The company also pays great attention to community social activities via Tri Duc Charity Fund Figure The organizational chart of Phat Tien Company Limited Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien 1.1.3 Overview of HEAD Phat Tien HEAD Phat Tien was established in 2008 This store is located at 406A Le Trong Tan street, Tay Thanh ward, which is a very crowded area of Tan Phu district to the western region of Ho Chi Minh city Its opening ceremony marked a milestone in Phat Tien company's tenyear operating HEAD Phat Tien store has taken a significant portion of sales and service customer quantities of the company for many years up to now, with the complete human resources of 57 people with details as the following table Table Human resources of HEAD Phat Tien No Human resources Quantity Store Manager One person A Sales Division Head of Sales Division One person Vice Head of Sales Two people Salesman Ten people Registration employee (Sales) One person Cashier (Sales) Three people B Service Division Head of Service Division One person Lead of Technician One person Vice-Lead of Technician Two people 10 Technicians 12 people 11 The lead of Spare Parts One person 12 Employees of Spare Parts Three people 13 Registration employee (Service) One person 14 Cashier (Service) Five people C Office & Support Division 15 Accounting Four people 16 Security Eight people 17 Cleaners Two people Total 57 people Source: Human Resource Department Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien 1.2 SYMPTOMS To justify the existence of somethings abnormal in the company, the thesis author has researched secondary data from the company’s internal reports of the customer service department as well as the service department to identify the symptom for further exploration Among over 700 Honda dealers nationwide, Phat Tien is the leading one obtaining the significant market share in Vietnam and the highest in Ho Chi Minh city In the period in which the market expands less rapidly, Honda Vietnam takes strategic actions to focus on the customer satisfaction index (CSI) as their major factor in maintaining and develop customers from many competitors Following the Honda Vietnam approach, Phat Tien also considers customer satisfaction as their top priority While sales are the activities to generate short-term revenue for the time of customer's purchase only, service can create revenue and profits more sustainably for the longer term Therefore, customer satisfaction about service quality should be the critical and strategic division for particular and severe concerns and investments from the company However, the statistical data about customer dissatisfaction proportion of sales and service of Phat Tien from April 2019 to September 2019 consolidated by Customer Service department illustrates that dissatisfaction about service takes a significant portion up to 66 percent, as shown in Figure3 Additionally, HEAD Phat Tien welcomes the highest quantity of service customers compared to other stores of the entire company up to 22 percent, as illustrated in Figure Figure 3: Customer dissatisfaction proportion of sales and service of Phat Tien from April 2019 to September 2019 Dissatisfaction 34% 66% Sales Service Source: Customer Service Department Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien 39 ❖ In-depth Interview 2: ✓ Interviewee: Mr Nguyen Quang Minh ✓ Title: Service Department Manager ✓ Age: 33 ✓ Working experience: years Q1: Good morning Could you introduce something about yourself and the position you are working in this company? Mr Minh: My name is Nguyen Quang Minh, manager of the service department I have been working at Phat Tien for about years Q2 According to your experience, could you share some information about what are the customer’s feedback about the service at Phat Tien 5? What feedback you think the most important, and why? Mr Minh: As far as I am concerned, customers often complain about the quality of repair and maintenance, some customers said that the technicians did not ask the symptom of their motorcycle carefully Long waiting time, especially at the weekends, is also popular Some customers complain the technicians not support them enthusiastically Besides, several customers said that the fee of repair and maintenance, and cost of spare parts is rather high A few customers complain about the facilities and infrastructures of the store I think the most important problem is the quality of repair and maintenance because many customers complain about this problem, occasionally some cases are quite serious, which requires us to solve more carefully As you know, the quality of service is one of the criteria in the annual assessment of Honda Vietnam, so we have to take a serious concern and priority Q3: From your point of view, what are the reasons for the above problems? What is the most critical reason, and why? Mr Minh: Regarding the quality of repair and maintenance, there are many reasons according to my experience Firstly, the final check step in the service procedure is not implemented carefully and strictly Secondly, junior technicians not have enough good training from senior technicians as well as the Training department Thirdly, there are insufficient and unregular management and control from the service department and the store’s managers Regarding the time of repair and maintenance, the service area is hard to expand in the neighboring urban premises, and the quantity of the motorcycle’s lift is limited Moreover, the productivity of the technicians is inadequate, so it takes more time to finish each task Regarding the technician’s attitude, most of the technicians are from a technical background; hence their communication skills are not enough gentle and professional Besides, the Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien 40 technicians are not well equipped with necessary soft skills, namely communication, problemsolving, etc from the company Therefore in some cases, their attitudes cause misunderstanding for customers Regarding the high price, the service department has not tracked the market prices frequently to adapt competitive prices and fees for the repair and maintenance Furthermore, service promotion campaigns are not attractive compared to the competitors in some period of the year In sum, I think the most critical reason is the technicians not strictly follow the company’s procedures, especially the final check step of the chief technician because this step ensures the quality of the repair and maintenance before returning the motorcycle to customers so that it can minimize the defect and complaint rates However, another critical reason is the limited facilities and service area, which have to be developed to satisfy the increasing demand from customers Q4 In your view, could you advise any suggestion to solve the main problem of service quality? Mr Minh: To solve the service quality problem, I think we should focus on dealing with two critical reasons as above The first solution is that our service department will improve the regulations about following the service procedures by several methods, including setting up specific KPI for each technician, more regular check actual situation at the store, and tightening the cooperation with the customer service department and the store The second solution is that we will utilize the company’s facilities of the nearby HAUS store for fast service so that HEAD Phat Tien will have more capacity to focus on more complex repair services The third solution is about internal training, which is not only teaching new and junior technicians about theories but also selective practical experiences from senior technicians I think the store’s internal trainers will be better at conveying technical knowledge and skills Q5 From the above solutions, what is the most suitable solution, and why? Mr Minh: From my standpoint, I think the two most suitable and important solutions, which we should implement them simultaneously, are solution and because both of them are crucial which can significantly improve the current situation Training is not too urgent, and it could not deliver immediate impacts in the short term ❖ In-depth Interview 3: ✓ Interviewee: Mr Pham Van Dung ✓ Title: Senior technician Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien 41 ✓ Age: 34 ✓ Working experience: years Q1: Good morning Could you introduce something about yourself and the position you are working in this company? Mr Dung: My name is Pham Van Dung, a senior technician at Phat Tien I have been working at Phat Tien for more than years Q2 According to your experience, could you share some information about what are the customer’s feedback about the service at Phat Tien 5? What feedback you think the most important, and why? Mr Dung: Normally, the customers complain about the quality of the repair They asked me why their motorcycle had been repaired but remained the symptoms In some cases, the inside parts need some time to match and run smoothly In these situations, I explained to the customers, but maybe my explanation was not clear, so the customers still complained I think the quality of repair is the most important problem because it affects the store’s prestige to customers Besides, some customers complain about the long waiting time As you can see, most customers come on the weekends, so there are lots of tasks Sometimes time to repair for the previous customer becomes extended due to additional defects identified during the task, so after the customer will generally wait for a longer time Besides, the quantity of motorcycle lift is limited compared to the number of customers, especially on the weekends, which makes it harder to repair for all customers at the same time Q3: In your view, what are the reasons for the above problems? What is the most critical reason, and why? Mr Dung: For the quality of repair, I think it is because of missing check in the process, and sometimes unclear explanation to customers For the long waiting time, I think the reasons are insufficient knowledge and skills of the technicians, especially the junior ones The most critical reason, in my opinion, is limited motorcycle lifts in peak time Q4 In your opinion, could you advise any suggestion to solve the main problem of service quality? Mr Dung: I think I should improve my communication ability to explain more apparently to customers about the motorcycle’s defects Besides, the company should equip more motorcycle lifts and expand the service’s area to increase the capacity of the store Q5 From the above solutions, what is the most suitable solution, and why? Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien 42 Mr Dung: In my opinion, the company should provide more motorcycle lifts so that the service capacity could adapt to the customer’s increasing demand ❖ In-depth Interview 4: ✓ Interviewee: Mr Lam Hoang Quoc ✓ Title: Junior technician ✓ Age: 22 ✓ Working experience: months Q1: Good morning Could you introduce something about yourself and the position you are working in this company? Mr Quoc: My name is Lam Hoang Quoc, a junior technician at Phat Tien I joined Phat Tien approximately months ago Q2 According to your experience, could you share some information about what are the customer’s feedback about the service at Phat Tien 5? What feedback you think the most important, and why? Mr Quoc: As I am a new employee, my working experience is quite limited The most popular feedback from the customer is about the quality of repair and maintenance, which means I not completely solve the motorcycle’s defect, or one defect is solved, then another defect arises I think this is the most important problem because quality is the top priority of the company Besides, some customers feel annoying about waiting for a long time This is because I cannot solve some defects I need to ask for some assistance and instructions from senior technicians Hence the time to repair in these cases is unexpectedly longer than usual Q3: From your point of view, what are the reasons for the above problems? What is the most critical reason, and why? Mr Quoc: Regarding the quality of repair and maintenance, I think my ability is rather narrow in some cases, which is the main issue to improve Regarding the time of waiting, the quantity of motorcycle lifts is not enough, especially at the weekend Q4 In your view, could you advise any suggestion to solve the main problem of service quality? Mr Quoc: I think the company should purchase more motorcycle lifts to increase the store’s capacity, and I should learn more to enhance my technical knowledge and skills Q5 From the above solutions, what is the most suitable solution, and why? Mr Quoc: I think purchasing more motorcycle lifts is the most suitable solution because it will help technicians feel less intensive Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien 43 ❖ In-depth Interview 5: ✓ Interviewee: Mr Nguyen Thanh Tuan ✓ Title: A service customer ✓ Age: 35 ✓ Address: Tan Phu district Q1: Good afternoon Could you please introduce yourself? Mr Tuan: My name is Nguyen Thanh Tuan I live near HEAD Phat Tien in Tan Phu district Q2: Do you usually use service for your motorcycle at HEAD Phat Tien 5? Mr Tuan: Yes, I usually visit HEAD Phat Tien to repair and maintenance my motorcycle It is quite convenient because I live very near here Q3: Are you satisfied with the service of HEAD Phat Tien 5? What is the biggest point you are not satisfied with? Mr Tuan: Generally, I feel satisfied with the service of HEAD Phat Tien All of my family bought motorcycles here, so I service here, too Q4 Thank you so much for your trust Could you share how long you usually wait for your motorcycle repaired? Mr Tuan: Most of the time is about 30 minutes Sometimes longer for about hour I think the time is quite long, but it’s fine because there are many customers and I wait in the room with an air conditioner Q5 How about the quality of the repair? Are you satisfied with it? Mr Tuan: I think the quality of the repair is OK Once after repairing, the symptom remained despite I had carefully checked before going home On the next day, I went to the store to check again Then they double-checked and solved the defect completely Q6 Thank you for your clear explanation What you think about the service prices? Mr Tuan: The prices are a little higher than small repair workshops, but I think it’s reasonable Q7 What you think about the employee’s attitude? Mr Tuan: It’s OK They work hard and advise me in detail if I have any questions about my motorcycle Q8 About the facilities, what you think about it? Mr Tuan: The waiting room is not so spacious However, there is an air conditioner and some drinks to serve in the meantime And I can observe the repair process through the glass wall of the waiting room so it’s very convenient for me Q9 Which issue you concern most? Mr Tuan: I think the quality of repair is my biggest concern Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien 44 Q9: Do you have any suggestions for the store for improvement? Mr Tuan: If possible, I think the store should help technicians to repair more precisely Q10: Will you continue to use service at HEAD Phat Tien 5? Mr Tuan: Yes, I will surely continue to use the service here ❖ In-depth Interview 6: ✓ Interviewee: Mrs Truong Bich Lien ✓ Title: A service customer ✓ Age: 28 ✓ Address: District 12 Q1: Good afternoon Could you please introduce yourself? Mrs Lien: My name is Truong Bich Lien I live in district 12 Q2: Do you usually use service for your motorcycle at HEAD Phat Tien 5? Mrs Lien: Not so regularly, approximately two or three times up to now I live in district 12, but my parents’ house is near here, so I only repair my motorcycle at Phat Tien whenever I visit my parents Q3: Are you satisfied with the service of HEAD Phat Tien 5? What is the biggest point you are not satisfied with? Mrs Lien: I think the service is OK The employees are nice and supportive The biggest point I not feel satisfied with maybe the waiting time is a little long, but I feel reliable here Q4 What you think about the quality of repair and maintenance? Mrs Lien: I think the quality is good Mostly I change lubricant and repair some small parts because my motorcycle is rarely broken Q5 Regarding the facilities, what you think about it? Mrs Lien: The facilities are good The waiting room is clean and fresh, with an air conditioner The store offers some coffee However, I think the service area is not so wide Q6: Thank you very much for your feedback Do you have any suggestions for the store for improvement? Mrs Lien: I think the store should minimize the waiting time by categorizing and offering a priority section for the customers who only change lubricant like me Q7: Will you continue to use service at HEAD Phat Tien 5? Mrs Lien: If the waiting is improved, I will continue to use service here Otherwise, I may visit another HEAD where it is convenient for me because there are a lot of other HEAD stores near my area Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien 45 3.3 QUALITATIVE RESEARCH FINDINGS Interviewee’s code: ✓ Managers of the related departments and HEAD Phat Tien (1A) Mrs Ngoc (1B) Mr Minh ✓ Technicians (2A) Mr Dung (2B) Mr Quoc ✓ Service customers (3A) Mr Tuan (3B) Mrs Lien Findings from the interviews: Interviewees Question 1A 1B 2A 2B 3A 3B Customer’s Quality of Quality of repair Quality of Quality of Rather long Nice and feedback about repair and and maintenance repair and repair and waiting time supportive the service at maintenance Long waiting time, maintenance maintenance The quality of employees HEAD Phat Technician’s especially at the Long waiting Long waiting repair is generally Quite long Tien attitude weekends time time OK Just one time waiting time Time of repair The attitude of the Limited needed for double- Quality of and maintenance technicians facilities checking repair is OK Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien Question 46 Interviewees 1A 1B 2A 2B 3A 3B Price of service Price of service Prices are a little Infrastructures Limited Limited facilities higher than a small if OK infrastructure and infrastructures shop but acceptable Helpful employees Limited infrastructures The most Quality of repair Quality of repair and Quality of repair Quality of repair important and maintenance maintenance and maintenance and maintenance The reasons Insufficient Technicians not Missing check Narrow junior for the problems technical skills of strictly follow the in the repair technicians’ the technicians company’s process capability Too many procedure Unclear A limited customers visit at Lack of training explanation to quantity of peak times for junior technicians customers leading motorcycle lifts Limited Insufficient and to infrastructures unregular misunderstanding management and Insufficient control technicians’ feedback Quality of repair Waiting time Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien Question 47 Interviewees 1A 1B 2A Limited area and knowledge and hard to expand skills neighboring urban A limited premises quantity of A limited quantity motorcycle lifts 2B of motorcycle lifts Inadequate technicians’ capacity Lack of technicians’ soft skills Not tracking the market price Uncompetitive promotion campaigns The most Insufficient Technicians not A limited Insufficient critical reason technical skills of strictly follow the quantity of technical skills of the technicians company’s motorcycle lifts the technicians procedure 3A 3B Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien 48 Interviewees Question 1A 1B 2A 2B 3A 3B Limited infrastructures Solution Improve the Enhance strict Improve Purchase more alternatives to survey’s results regulations technicians’ motorcycle lifts solve the with specific Utilize communication Enhance problems details infrastructures of ability technicians’ Enhance HAUS store Equip more knowledge and communication Internal training motorcycle lifts skills with related for practical Expand the departments knowledge and skills service’s area Internal training What is the Improve the Enhance strict Equip more Equip more Help technicians to Minimize the most suitable survey’s results regulations motorcycle lifts motorcycle lifts repair more precisely waiting time by solution with specific Utilize priority section details infrastructures of for customers HAUS store only changing the lubricant Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien Question Will the customer continue to use service at HEAD Phat Tien 5? 49 Interviewees 1A 1B 2A 2B 3A 3B Yes Maybe if improvement Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien 50 REFERENCES (1) Dat Nguyen Motorbikes still the vehicle of choice in Vietnam VNExpress International Retrieved from https://e.vnexpress.net/news/business/data-speaks/motorbikesstill-the-vehicle-of-choice-in-vietnam-3872250.html [Accessed November 19th, 2019] (2) VNA Vietnam motorcycle market ranks 4th in the world Vietnamplus Retrieved from https://en.vietnamplus.vn/vietnam-motorcycle-market-ranks-4th-in-world/157728.vnp [Accessed November 19th, 2019] (3) Motorcycles Data Vietnam Losing 4.6% October confirms the 2019 negative trend Retrieved from https://motorcyclesdata.com/2019/11/14/vietnam-motorcycles/ [Accessed November 19th, 2019] (4) Phat Tien Co., Ltd Retrieved from http://phattien.com/gioi-thieu#gt1 [Accessed November 20th, 2019] (5) Vietnam Report 500 Introduction of Phat Tien Company Limited Retrieved from http://vnr500.com.vn/Thong-tin-doanh-nghiep/CONG-TY-TNHH-THUONG-MAI-VADICH-VU-PHAT-TIEN-Chart 196-2017.html [Accessed November 20th, 2019] (6) Parasuraman, A., Zeithaml, V & Berry, L A conceptual model of service quality and its implications for future research Journal of Marketing 1985;49(1):41-50 (7) Parasuraman A., Zeithaml A Valarie, Berry L Leonard SERVQUAL: A Multiple- Item Scale for Measuring Consumer Perceptions of Service Quality Journal of Retailing 1988 Spring;64(1):12 (8) Zeithaml, V A., Bitner, M.J & Gremler, D D Services Marketing: Integrating Customer Focus Across the Firm, ed 2006; McGraw Hill: New York, NY (9) Nadiri, H & Hussain, K Perceptions of service quality in North Cyprus hotels International Journal of Contemporary Hospitality Management 2005;17(6/7):469-480 (10) Zeithaml, V., Parasuraman, A & Berry, L Delivering Quality Service 1990; The Free Press (11) Krystallis, A & Chrysochou, P The effects of service brand dimensions on brand loyalty Journal of Retail Consumer Service 2014;21(2):139–147 (12) Dominici, G & Guzzo, R Customer satisfaction in the hotel industry: a case study from Sicily International Journal of Marketing Studies 2010;2(2):3-12 (13) Sirdeshmukh, D & Singh, J Consumer trust, value, and loyalty in relational exchanges The Journal of Marketing 2002;66(1):15-37 Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien (14) 51 Phusavat Kongkiti, Kanchana Rapee Future competitiveness: viewpoints from manufacturers and service providers Industrial Management and Data Systems 2008;108(2):191-207 (15) Hoq, M Z & Amin, M The role of customer satisfaction to enhance customer loyalty African Journal of Business Management 2010;4(12):2385-2392 (16) Yuen, E F & Chan, S S The Effect of Retail Service Quality and Product Quality on Customer Journal of Database Marketing & Customer Strategy Management 2010;17(3):222-240 (17) Orel, F.D & Kara, Supermarket self-checkout service quality, customer satisfaction, and loyalty: Empirical evidence from an emerging market Journal of Retail Consumer Service 2014;21(2):118–129 (18) Krystallis , A & Chrysochou, P The effects of service brand dimensions on brand loyalty Journal of Retail Consumer Service 2014;21(2):139–147 (19) Yoo J and Park, M The effects of e-mass customization on consumer perceived value, satisfaction, and loyalty toward luxury brands Journal of Business Research 2016 (20) Gronroos, C A service quality model and its marketing implications European Journal of Marketing 1984;18(4):36-44 (21) Cristobal, E., Flavian, C., Guinaliu, M Perceived e-service quality: measurement validation and effects on consumer satisfaction and web site loyalty Managing Service Quality 2017;17 (3):317-340 (22) Reichheld, F., Sasser Jr., W.E Zero defections: quality comes to services Harvard Business Review 1990;68(5):105-111 (23) Oliver, R L., Rust, R T., & Varki, S Customer delight: Foundations, findings, and managerial insight Journal of Retailing 1997;73(3):311-336 (24) Bowers, M.R., and Swan, J.E Generic versus service-specific dimensions of service quality: does SERVQUAL cover hospital health care? 1992 The University of Alabama Birmingham, AL (25) Thai VV The impact of port service quality on customer satisfaction: The case of Singapore Maritime Economics & Logistics 2016;18(4):458-475 (26) Roth S, Bösener K The influence of customer satisfaction on customer price behavior: literature review and identification of research gaps Management Review Quarterly 2015;65(1):1-33 (27) Miguel I Gomez., Edward W McLaughlin, Dick R Wittink Customer satisfaction and retail sales performance: an empirical investigation Journal of Retailing 2004;80(1):265–278 Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien (28) 52 Gordon H.G McDougall, Terrence Levesque Customer satisfaction with services: putting perceived value into the equation Journal of Services Marketing 2000;14(5):392-410 (29) Bagdare Shilpa, Jain Rajnish Measuring retail customer experience International Journal of Retail & Distribution Management 2013;41(10):790-804 (30) Utin NH, Yosepha SY The Model of Employee Performance International Review of Management and Marketing 2019;9(3):69-73 (31) Razak A, Sarpan S, Ramlan R Effect of Leadership Style, Motivation, and Work Discipline on Employee Performance in PT ABC Makassar International Review of Management and Marketing 2018;8(6):67-71 (32) McKee, D., Simmers, C.S and Licata, J Customer self-efficacy and response to service Journal of Service Research 2006;8:207-20 (33) Rabbanee FK, Burford O, Ramaseshan B Does employee performance affect customer loyalty in pharmacy services? Journal of Service Theory and Practice 2015;25(6):725-743 (34) Osibanjo AO, Gberevbie DE, Adeniji AA, Oludayo AO Relationship Modeling between Work Environment, Employee Productivity, and Supervision in the Nigerian Public Sector American Journal of Management 2015 06;15(2):9-23 (35) Marsh SE Productivity-effectiveness: Incorporating the human component into equipment cost analysis Surgical Services Management 1999;06;5(6):44 (36) Lee C, Kusumah A Influence of Supervision on Employee Performance with Work Motivation as an Intervening Variable Review of Integrative Business and Economics Research 2020;9:240-252 (37) Bogdanski C, Setliff RJ Leaderless supervision: A response to Thomas Human Resource Development Quarterly 2000 Summer;11(2):197-201 (38) Xifei F, Jin Q The Five Dimensions of E-tailing Service Reliability Journal of Marketing Development and Competitiveness 2015 04;9(1):83-92 (39) Dabholkar, P.A., Dayle, I.T., & Joseph, O.R A measure of service quality for retail stores: scale development and validation Journal of the Academy of Marketing Science 1996;24:3-16 (40) Mehra S, Ranganathan S Implementing total quality management with a focus on enhancing customer satisfaction International Journal of Quality & Reliability Management 2008;25(9):913-927 (41) Pattanayak D, Koilakuntla M, Punyatoya P Investigating the influence of TQM, service quality, and market orientation on customer satisfaction and loyalty in the Indian Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien 53 banking sector International Journal of Quality & Reliability Management 2017;34(3):362377 (42) Park S, Hye-Seung (Theresa) Kang, Eun-Jee K The role of supervisor support on employees’ training and job performance: an empirical study European Journal of Training and Development 2018;42(1):57-74 (43) Orpen C The impact of self-efficacy on the effectiveness of employee training Journal of Workplace Learning 1999;11(4):119-122 ... TQM Total Quality Management Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien. .. April to September 2019 16% 19% Phat Tien Phat Tien Phat Tien Phat Tien Phat Tien Phat Tien 9% 22% 15% 19% Source: Service Department Furthermore, according to the statistics data of Customer Service. .. dissatisfied customers about the service of HEAD Phat Tien is the Service Reliability - the Key to Improve Customer Satisfaction at HEAD Phat Tien 10 highest in the whole company, so the customer? ??s