Antecedents of customer''''s evaluation on service value towards using mobile value - added services

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business VO THI THUY KHA ANTECEDENTS OF CUSTOMER’S EVALUATION ON SERVICE VALUE TOWARDS USING MOBILE VALUE-ADDED SERVICES MASTER OF BUSINESS (Honours) Ho Chi Minh City – Year 2014 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business VO THI THUY KHA ANTECEDENTS OF CUSTOMER’S EVALUATION ON SERVICE VALUE TOWARDS USING MOBILE VALUE-ADDED SERVICES ID: 22130033 MASTER OF BUSINESS (Honours) SUPERVISOR: DR PHAM NGOC THUY Ho Chi Minh City – Year 2014 iii ACKNOWLEDGEMENTS Firstly, I would like to express my sincere gratitude to Dr Pham Ngoc Thuy, my Supervisor, who has given me great guidance, inspiration and especially her motivation, thanks for her valuable advice, suggestions and resources that helping me in accomplishing this study Secondly, I would like to express my sincere thanks to all professors, tutors and officers of MBus Program for valuable lectures, academy knowledge and your experiences transfer throughout the period of courses at International School of Business I want to express my special thanks to all my colleagues, friends in telecom industry for your advice, cooperation and supports during the pilot and official survey Without your support, I could not successfully complete my thesis Ho Chi Minh City, Vietnam, 30th Sep, 2014 Vo Thi Thuy Kha iv ABSTRACT In recent years, the Vietnam telecommunications and information technology has a growth with a number of important and new achievements And mobile telecom sector has grown larger and stronger Besides, there is a strict competition among enterprises in seizing mobile phone market shares And each enterprise has a strict competition among kinds of services in which mobile service has highest revenue The core services of mobile providers are the same Therefore, mobile telecom operators are looking at “Mobile Value Added Services” (M-VAS) as the next wave of growth to create the wake of changing markets, and most of revenues are expected to flow from VAS in the near future This fact has encouraged the author to conduct the research and assess the impact level of customer perceived value on customer loyalty when using mobile value added services in Vietnam, is done through qualitative and quantitative methods The survey has been distributed to 210 customers There were 184 valid responses out of 191 responses received The Cronbach's Alpha model has been invoked in order to test the reliability of collected data The factor analysis, multiple regression have been used for determining the key factors that affect to customer perceived value, customer loyalty Test results obtained show that three hypothesizes are supported, a hypothesis is not supported and a hypothesis is not tested because of some unbalanced groups of gender and age limitations in samples Based on the findings, suggestions and managerial implications will be provided in order to improve the quality of using mobile value-added services to achieve the higher level of customer perceived value and customer loyalty and provide managers with a basis for options to develop new services appropriate to objectives and strategic Due to limited time and resource, the scope of study is delineated to customers who are living in Ho Chi Minh city for research Key words: Perceived Value, Perceived Usefulness, Corporation Image v Table of Contents ACKNOWLEDGEMENT ABSTRACT CHAPTER – INTRODUCTION 1.1 RESEARCH BACKGROUND 1.2 RESEARCH OBJECTIVES 1.3 RESEARCH SCOPE 1.4 RESEARCH METHOD 1.5 THESIS STRUCTURE .3 CHAPTER – LITERATURE REVIEW 2.1 CHAPTER INTRODUCTION 2.2 INTRODUCTION ABOUT MOBILE VALUE-ADDED SERVICE 2.3 LITERATURE REVIEW 2.3.1 Service Reliability 2.3.2 Perceived Usefulness of Service .8 2.3.3 Corporation Image 2.3.4 Customer Perceived Value 2.3.5 Customer Loyalty .10 2.3.6 Relationship between Service Reliability and Customer Perceived Value 11 2.3.7 Relationship between Perceived Usefulness of Service and Customer Perceived Value 11 2.3.8 Relationship between Corporation Image and Customer Perceived Value 12 2.3.9 Relationship between Customer Loyalty and Customer Perceived Value .12 2.3.10 Moderating Effects of Gender and Ages 13 2.4 RESEARCH MODEL .14 2.5 SUMMARY 15 CHAPTER – RESEARCH METHODOLOGY 16 3.1 INTRODUCTION 16 3.2 RESEARCH PROCESS 16 3.3 RESEARCH DESIGN 16 3.4 PRELIMINARY SURVEY .18 3.5 MEASUREMENT SCALES .20 3.5.1 Service Reliability .20 3.5.2 Perceived Usefulness of Service .21 3.5.3 Corporation Image .21 3.5.4 Customer Perceived Value 22 3.5.5 Customer Loyalty 22 3.6 QUESTIONNAIRE DESIGN 23 3.7 SAMPLING METHOD 23 3.8 MAIN SURVEY AND DATA COLLECTION 25 3.9 DATA ANALYSIS METHODS .25 3.9.1 Exploratory Factor Analysis (EFA) 25 3.9.2 Reliability Analysis 26 3.9.3 Multi-linear regression analysis .27 3.10 SUMMARY 27 CHAPTER – DATA ANALYSIS 29 4.1 INTRODUCTION 29 4.2 DESCRIPTIVE DATA ANALYSIS 29 vi 4.2.1 Table statistics form 29 4.2.2 Descriptive analysis of the variables studies 31 4.3 MEASUREMENT SCALE ASSESSMENT 31 4.3.1 Reliability Analysis - by Cronbach‟s Alpha .31 4.3.2 Exploratory Factor Analysis .34 4.3.3 Correlation 38 4.4 HYPOTHESES TESTING 40 4.4.1 Assumption of Multiple Regressions .40 4.4.2 Evaluate and test the relevance of the model 40 4.4.3 Testing Hypotheses .41 4.5 DISCUSSIONS 45 4.6 SUMMARY 47 CHAPTER – CONCLUSIONS AND IMPLICATIONS 48 5.1 MAIN FINDINGS .48 5.2 MANAGERIAL IMPLICATIONS 49 5.3 MANAGERIAL CONTRIBUTIONS .50 5.4 LIMITATIONS 51 REFERENCES 52 APPENDICES 57 APPENDIX – QUESTIONNAIRE IN ENGLISH 57 APPENDIX – QUESTIONNAIRE IN VIETNAMESE 60 APPENDIX - DESCRIPTIVE STATISTICS OF ITEMS .63 APPENDIX - EFA ANALYSIS RESULTS 64 APPENDIX - RELIABILITY ANALYSIS RESULTS 67 APPENDIX 6- MULTIPLE REGRESSIONS RESULTS 69 vii List of Tables Table 4-1: Descriptive Statistics of Sample 30 Table 4-2: Reliability analysis results .33 Table 4-3: Second EFA analysis results for all variables .36 Table 4-4: New Factors 37 Table 4-5: Describe the correlation among variable 39 Table 4-6: Multiple Regressions results of model 1, 42 Table 4-7: Hypotheses Testing Results 43 Table 4-8 : Summary of hypothesis testing result 45 Table 7-1:The First Exploratory Factor Analysis 64 Table 7-2The Second Exploratory Factor Analysis .65 Table 7-3: Reliability test for all variables .67 Table 7-4: Reliability Test for Perceived Usefulness of Service and Corporation Image (after the First Exploratory Factor Analysis) 68 viii List of Figures Figure 1- Research process Figure 2- Proposed Research Model 14 ix ABBREVIATIONS M-VAS: Mobile Value Added Service ANOVA: Analysis Of Variance EFA: Explored Factor Analysis KMO: Kaiser-Meyer-Olkin SPSS: Statistical Package for Social Science x CHAPTER – INTRODUCTION This chapter introduces the context of the study, including a short introduction of telecommunications and information technology industry in Viet Nam, the research problem, and the research objectives as well as the rationale of the research, the scope of research 1.1 RESEARCH BACKGROUND In recent years, the telecommunications and information technology is growing fast and strongly Specially, in Vietnam, it has a growth with a number of important and new achievements This is an important point for Vietnam economy affected by the economic recession Internet and Telecommunications network infrastructure of Vietnam has been invested to develop strongly and continuously And mobile telecom sector has grown larger and stronger, as an inevitable result of the advantages of infrastructure Although the development of the telephone subscribers was saturated, the numbers of mobile and Internet subscribers continued to grow at a rate of 3,42% and 2.46%, respectively compared to those in 2011 (WhiteBook, 2013).The Vietnamese mobile market is one of the fast growing markets with 131.67 million mobile phone users by 2012 (WhiteBook, 2013), and the overall growth rate in number of mobile phones subscribers per 100 inhabitants also rose from 86.85% in 2008 to 148.33% in 2012 (WhiteBook, 2013) (rose over 70%) Furthermore, there is a strict competition among enterprises in seizing mobile phone market shares, with market shares (subscribers) of 2G and 3G mobile phone service providers: Viettel (44.05%); MobiFone (21.40%); VinaPhone (19.88%); Vietnamobile (10.74%); GMobile (3.93%); SFone (0.01%) (WhiteBook, 2013) Besides of the scope of this competition, each enterprise has a strict competition among kinds of services in which mobile service has highest revenue, accounted for 6.47 billion USD (76.43%) of total revenue of Vietnam telecommunications services (WhiteBook, 2013) This is the main reason helping telecom market growth The core services of mobile providers are the same Therefore, telecom operators are looking at “Mobile Value Added Services” (MVAS) as the next wave of growth to create the wake of changing markets, and most PART I: GENERAL INFORMATION He / She used value-added serviceson the mobile phones? Yes No If No, please stop conducting the interview Thank you very much If Yes, please respond to the questions below Value-added services that He/She used on the mobile phone: Internet 3G  Entertainment  Information  Call support services  Others … ……………… Value added services that He/She used the most(only choose one):  Internet 3G Entertainment  Information  Call support services  Others …… ……………… Mobile provider that He/She used: …………………………………………… Call (X) is Mobile provider which He/ She mentioned above to answer the questions in Part II Totally Agree Agree Neutral Disagree Please indicate the level of agreement of the He/ She for the following statement by ticking (√) in the box corresponding to: Box 1: Complete disagree Box 5: Complete agree As for the other levels in the box number 2, and respectively Totally disagree PARTII: INFORMATIONSERVICES The M-VAS quality of X is as promised X will show a sincere interest in solving problems related to use M-VAS M-VAS of X will be dependable X will provide its M-VAS at the time it promises to so By using M-VAS, we can obtain the needs more easily 5 1 2 3 4 5 By using M-VAS, we can obtain the needs more quickly By using M-VAS, we can obtain information more cheaply By using M-VAS, we can accomplish a lot of purposes by cellphone By using M-VAS, we find it more effective in making decisions 1 2 3 4 5 5 Overall, we discover that M-VAS is useful 11 The image of mobile operator is stable and firmly established 12 I think X is innovative and forward looking X has a social contribution for society 1 2 3 4 5 10 13 58 14 20 The mobile operator is a leading firm in the mobile phone industry of Vietnam X has a positive image By using M-VAS of X at this price, we am getting my money‟s worth We feel we am getting good M-VAS of X for a reasonable price We feel that M-VAS of X meets both my high quality and low price requirements We would value M-VAS of X as it meets my needs for a reasonable We will continue using M-VAS of X 21 If we use another M-VAS, we would prefer X 22 We recommend X to our family 23 We encourage friends who plan to use M-VAS of X Even if the other operators‟ billing is cheaper, we would go on using service of X 5 15 16 17 18 19 24 5 5 5 PART III: OTHERS INFORMATION He / She tell us the following information to serve the classification and presentation of statistical data: Gende:  Female  Male Age:  ≤ 25 old  26-40 old  41-50 old > 50 old Career: Business/Manager Officer Worker Freelance Housewife Student Others…… ……………… Thank you so much for your kind support 59 APPENDIX – QUESTIONNAIRE IN VIETNAMESE KínhchàoAnh/Chị! Tơi tên Võ Thị Thúy Kha, học viên cao học củaViện Đào tạo Quốc tế (ISB)- Trường Đại học Kinh Tế TPHCM, làm nghiên cứu đánh giá khách hang dịch vụ giá trị gia tăng (GTGT) ĐTDD Xin Anh/Chị vui long trả lời câu hỏi sau Lưu ý khơng có câu trả lời hay sai, tấtcả ý kiến phản hồi có giá trị cho nghiên cứu Chân thành cảm ơn giúp đỡ Anh/Chị Võ Thị Thúy Kha Chương trình MBus Viện ĐàoTạo Quốc Tế (ISB) Tel: 093 8899 488 Email: khavtt@gmail.com 60 PHẦN I: THƠNG TIN TỔNG QT Anh/chị có sử dụng dịch vụ Giá trị gia tăng (GTGT) điện thoại di động khơng? Có Chưasửdụng Nếu chưa sử dụng, xin dừng vấn.Rất cảm ơn Anh/Chị tham gia vấn Nếu Có, xin trả lời tiếp câu sau Anh/chị đãđược sử dụng dịch vụ GTGT điện thoại di động sau đây: Truy cập Internet 3G Giải trí Thơng tin Các dịch vụ hỗ trợ cho Cuộc gọi Khác (xin ghi rõ)…… ……………… Loại dịch vụ GTGT mà Anh/ chị dung nhiều (chỉ chọn 1): Truy cập Internet 3G Giảitrí Thơng tin Các dịch vụ hỗ trợ cho Cuộc gọi Khác (xin ghi rõ)…… ……………… Anh/Chị sử dụng dịch vụ GTGT nhà mạng nào:………………………… Gọi “X” nhà mạng Anh/Chị sử dụng dịch vụ GTGT để trả lời câu hỏi phần II Hoàntoànđồng ý 5 Chất lượng dịch vụ GTGT X công bố X quan tâm giải cố liên quan đến việc sử dụng dịchvụ GTGT Dịch vụ GTGT nhà mạng X đáng tin cậy X cung cấp dịch vụ GTGT thời hạn hứa 5 Dịch vụ GTGT giúp tơi đạt nhu cầu dễ dàng Dịch vụ GTGT giúp tơi đạt nhu cầu nhanh chóng 5 10 Dịch vụ GTGT giúp đạt nhu cầu với chi phí thấp Dịch vụ GTGT giúp tơi thực nhiều mục đích ĐTDĐ Dịch vụ GTGT giúp định hiệu Nói chung, tơi thấy dịch vụ GTGT hữu ích 11 Theo tôi, thương hiệu nhà mạng X xây dựng vững nhà mạng “X” cách đánhdấu (√) vào tương ứng, với: Ơ số 1: Hồn tồn khơng đồng ý Ơ số 5: Hồn tồn đồng ý Cịn với mức độ khác đánh vàocác số 2, 61 Khôngđồng ý Trung dung Đồng ý Xin cho biết mức độ đồng ý củaAnh/Chị với phát biểu sau dịch vụ GTGT Hồntồnkhơngđồng ý PHẦN II: THƠNG TIN VỀ DỊCH VỤ 12 Tơi nghĩ nhà mạng X có tầm nhìn xa đổi 13 Nhà mạng X có nhiều đóng góp cho xã hội 14 Nhà mạng X công ty hàng đầu ngành lĩnh vực ĐTDĐ Việt Nam 15 Nhà mạng X xây dựng hình ảnh tích cực cộng đồng So với thời gian, công sức, tiền bạc bỏ ra, thấy: 16 … giá trị nhận từ dịch vụ GTGT X xứng đáng 17 … giá trị nhận từ dịch vụ GTGT X tốt 18 … giá trị nhận từ dịch vụ GTGT X làm tơi hài lịng 19 … giá trị nhận dịch vụ GTGT X hoàn tồn đáp ứng nhu cầu tơi 20 Tôi tiếp tục sử dụng dịch vụ GTGT nhà mạng X 21 Nếu muốn sử dụng dịch vụ GTGT khác, chọn nhà mạng X Tôi khuyên người thân sử dụng dịch vụ nhà mạng X họ có u cầu Tơi khuyến khích bạn bè sử dụng dịch vụ GTGT nhà mạng X Ngay nhà mạng khác có giá rẻ thi tiếp tục chọn nhà mạng X 5 5 22 23 24 PHẦN III: THÔNG TIN KHÁC XinAnh/Chị cho biết số thơng tin sau để phân loại trình bày kết thống kê đề tài Giới tính: Nữ  Nam Nhóm tuổi:  ≤ 25  26-40  41-50 > 50 Nghề nghiệp củaAnh/Chị: Doanh nhân/Quản lý Nhân viên VP Nội trợ Sinh viên Công nhân Khác (xin ghi rõ)…… ……… Xin chân thành cám ơn hỗ trợ Anh/Chị! 62 Nghề tự APPENDIX - DESCRIPTIVE STATISTICS OF ITEMS SEREL01 SEREL02 SEREL03 SEREL04 PEUFL05 PEUFL06 PEUFL07 PEUFL08 PEUFL09 PEUFL10 CORIM11 CORIM12 CORIM13 CORIM14 CORIM15 PEVAL16 PEVAL17 PEVAL18 PEVAL19 CUSLY20 CUSLY21 CUSLY22 CUSLY23 CUSLY24 Valid N (listwise) N Minimum Maximum Statistic Statistic Statistic 184 184 184 184 184 184 184 184 184 184 184 184 184 184 184 184 184 184 184 184 184 184 184 184 1 1 1 1 1 1 1 1 1 1 1 1 Descriptive Statistics Mean Std Deviation Statistic Statistic 5 5 5 5 5 5 5 5 5 5 5 5 3.31 3.32 3.34 3.66 3.83 3.82 3.01 3.96 3.60 3.99 3.78 3.51 3.47 3.81 3.53 3.36 3.32 3.46 3.48 3.77 3.54 3.43 3.37 3.07 184 63 951 929 927 904 849 867 1.091 767 894 789 891 899 829 942 849 889 875 886 849 888 1.055 1.011 949 1.022 Skewness Statistic -.232 -.311 -.346 -.660 -.809 -.698 -.124 -.587 -.554 -.722 -.823 -.358 029 -.880 -.184 -.408 -.477 -.463 -.409 -.669 -.623 -.413 -.298 -.225 Std Error 179 179 179 179 179 179 179 179 179 179 179 179 179 179 179 179 179 179 179 179 179 179 179 179 Kurtosis Statistic -.733 -.300 -.263 225 806 486 -.936 710 329 838 898 296 -.241 626 -.042 -.389 -.267 073 158 276 -.130 -.301 -.131 -.720 Std Error 356 356 356 356 356 356 356 356 356 356 356 356 356 356 356 356 356 356 356 356 356 356 356 356 APPENDIX - EFA ANALYSIS RESULTS Table 7-1:The First Exploratory Factor Analysis KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of Sphericity Factor 10 11 12 13 14 15 16 17 18 19 20 21 22 23 PEUFL10 PEUFL06 PEUFL05 PEUFL08 PEUFL09 CORIM11 PEVAL18 PEVAL16 PEVAL17 PEVAL19 df 253 Sig .000 Initial Eigenvalues Total Extraction Sums of Squared Loadings % of Variance Cumulative % 46.420 7.806 6.276 5.533 5.036 3.051 2.901 2.620 2.370 2.119 1.974 1.892 1.636 1.431 1.378 1.345 1.267 1.056 934 884 818 725 529 46.420 54.226 60.502 66.035 71.071 74.121 77.022 79.642 82.012 84.131 86.105 87.997 89.633 91.064 92.442 93.787 95.054 96.109 97.043 97.928 98.746 99.471 100.000 10.677 1.795 1.443 1.273 1.158 702 667 603 545 487 454 435 376 329 317 309 291 243 215 203 188 167 122 924 807 797 749 427 409 925 2837.840 Pattern Matrixa Factor Total % of Variance Cumulative % 44.908 6.282 4.667 4.073 3.312 44.908 51.190 55.857 59.931 63.242 10.329 1.445 1.073 937 762 325 322 859 768 759 741 64 CUSLY21 CUSLY22 CUSLY20 CUSLY24 CUSLY23 SEREL03 SEREL01 SEREL02 SEREL04 CORIM15 CORIM13 CORIM12 CORIM14 874 808 673 643 619 830 790 770 591 873 755 738 581 304 Table 7-2The Second Exploratory Factor Analysis KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of Sphericity df Sig Factor Initial Eigenvalues Total 10 11 12 13 14 15 16 17 18 19 20 9.425 1.742 1.333 1.171 1.062 659 599 512 479 423 387 352 337 296 272 242 214 193 177 125 917 2440.995 190 000 Extraction Sums of Squared Loadings % of Variance Cumulative % 47.124 8.708 6.667 5.857 5.311 3.297 2.993 2.559 2.393 2.115 1.934 1.760 1.684 1.482 1.358 1.211 1.071 965 884 625 47.124 55.832 62.499 68.355 73.667 76.964 79.957 82.516 84.909 87.024 88.959 90.719 92.403 93.885 95.243 96.455 97.526 98.491 99.375 100.000 65 Total 9.097 1.394 982 831 710 % of Variance Cumulative % 45.485 6.968 4.908 4.154 3.548 45.485 52.453 57.361 61.516 65.064 Factor Factor Correlation Matrix 1.000 681 604 681 1.000 619 604 619 1.000 488 520 586 647 661 560 488 520 586 1.000 521 66 647 661 560 521 1.000 APPENDIX - RELIABILITY ANALYSIS RESULTS Table 7-3: Reliability test for all variables Item-Total Statistics Scale Mean if Item Deleted Service Reliability Cronbach's Alpha: 0.852 SEREL01 10.32 SEREL02 10.30 SEREL03 10.29 SEREL04 9.97 Perceived Usefulness of Service Cronbach's Alpha: 844 PEUFL05 11.76 PEUFL06 11.78 PEUFL07 19.19 PEUFL08 11.64 PEUFL09 18.60 PEUFL10 11.60 Corporation Image Cronbach's Alpha: 862 CORIM11 14.32 CORIM12 14.60 CORIM13 14.63 CORIM14 14.29 CORIM15 14.57 Customer Perceived Value Cronbach's Alpha: 907 PEVAL16 10.26 PEVAL17 10.30 PEVAL18 10.17 PEVAL19 10.14 Customer Loyalty Cronbach's Alpha: 876 CUSLY20 13.41 CUSLY21 13.64 CUSLY22 13.74 CUSLY23 13.81 CUSLY24 14.11 Scale Variance if Item Deleted Corrected Item-Total Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted 5.496 5.601 5.430 5.988 704 698 752 618 509 500 566 394 807 809 786 842 4.423 4.272 11.543 4.998 11.323 4.754 767 797 406 670 602 728 628 657 222 457 406 530 834 822 873 871 822 850 8.525 8.111 8.431 8.143 8.345 621 709 713 655 711 417 566 557 468 527 848 825 826 840 826 5.549 5.470 5.376 5.805 771 815 830 744 625 673 693 585 886 870 865 895 11.303 9.958 10.115 10.712 11.654 703 784 801 753 515 548 649 736 692 287 852 830 826 839 896 67 Table 7-4: Reliability Test for Perceived Usefulness of Service and Corporation Image (after the First Exploratory Factor Analysis) Item-Total Statistics Scale Mean if Item Deleted Perceived Usefulness of Service Cronbach's Alpha: 879 PEUFL05 11.76 PEUFL06 11.78 PEUFL08 11.64 PEUFL10 11.60 Corporation Image Cronbach's Alpha: 846 CORIM12 7.01 CORIM13 7.04 CORIM15 6.98 Scale Variance if Item Deleted Corrected Item-Total Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted 4.423 4.272 4.998 4.754 767 797 670 728 628 657 457 530 834 822 871 850 2.290 2.485 2.524 729 730 681 537 537 464 770 769 814 68 APPENDIX 6- MULTIPLE REGRESSIONS RESULTS Dependent Variable: PerceivedValue Model Dimension 1 CollinearityDiagnosticsa Eigenvalue Condition Variance Proportions Index (Constant) PerceivedUsef ServiceReliabi CorporationI ulness lity mage 2.253 1.000 00 07 08 08 1.000 406 341 1.501 2.355 2.570 1.00 00 00 69 00 03 90 00 47 45 00 81 11 70 Dependent Variable: CustomerLoyalty Model Dimension CollinearityDiagnosticsa Eigenvalue Condition Variance Proportions Index (Constant) PerceivedValue 1.000 1.00 00 1.000 1.000 a Dependent Variable: CustomerLoyalty 00 1.00 1.000 71 72