Relationships between service personal values, service attributes and customer satisfaction, a study of restaurant services in vietnam

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Nguyen Thi Tuyet Hong RELATIONSHIPS BETWEEN SERVICE PERSONAL VALUES, SERVICE ATTRIBUTES AND CUSTOMER SATISFACTION: A STUDY OF RESTAURANT SERVICES IN VIETNAM MASTER OF BUSINESS (BY HONOUR) Ho Chi Minh City – Year 2012 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Nguyen Thi Tuyet Hong RELATIONSHIPS BETWEEN SERVICE PERSONAL VALUES, RELATIONSHIPS BETWEEN SERVICE PERSONAL VALUES, SERVICE ATTRIBUTES AND CUSTOMER SATISFACTION: A STUDY OF RESTAURANT SERVICES IN VIETNAM SERVICE ATTRIBUTES AND CUSTOMER SATISFACTION: A STUDY OF RESTAURANT SERVICES IN VIETNAM BY NGUYEN THI TUYET HONG ID: 60340102 SUPERVISOR Dr PHAM NGOC THUY MASTER OF BUSINESS (by Honour) SUPERVISOR: DR PHAM NGOC THUY Ho Chi Minh City - 2012 ACKNOWLEDGEMENTS I would like to express my deeply sincere gratitude to my Supervisor, Dr Pham Ngoc Thuy, for her valuable guidance and advice on effective method Her professional research understanding helps me and my teammates recognize the research method thoroughly and we had experienced actual process and result recognition Furthermore, I would like to express my gratitude to Dr Pham Dinh Tho for his devotion and patience in supporting and following our Mbus2010 class regarding the study on benefits and useful management implication for our career by understanding and applying the business research method Besides, I would like to thank to my colleagues in Campenon Saigon Builders who had supported me a lot during my thesis implementation Another source of motivation I would like to thank is my classmates ISB Mbus2010 for a mutual support by sharing knowledge, guidance, spending valuable time and giving a truly friendship during our thesis implementation And an honorable mention goes to my family, my friends and their colleagues for their understanding and helping me during my data collection as well as my thesis completion Finally, I would like to send my best regards to all of those who kindly supported me during the data collection phase and the completion of this thesis Ho Chi Minh City, Vietnam nd January , 2013 Nguyen Thi Tuyet Hong ii ABSTRACT The purpose of this research is to empirically investigate the relationships of service personal values, service attributes and customer satisfaction in using a service The empirical setting is implemented in the buffet restaurant services in an emerging economy of Vietnam particularly in Ho Chi Minh City, the biggest and the hub of variety of buffets The findings of this study reveal that Vietnamese customers who place the Social Value, the Personal Value, the Price and Quality of Food are the factors impact on Customer Satisfaction towards using buffets Customers consider Social Value factor affecting their satisfaction towards using buffets by having a favorable attitude toward the social recognition, the social status and the more stimulating and adventurous life Additionally, customers perceive that buffet make them feel the Social Value, a higher integration in the group, a better relationship and their friendship relationships strengthening This result indicated that customers considered buffet where they could be more connected, informed and active with the social recognition and integration Moreover, the Personal Value factor with positive impact to customer satisfaction tells that customers feel more tranquility, more family security, more harmony and stability in life as well as a more pleasurable life when using buffets With regards to most of service and goods purchase, the Price is always an important factor affecting customer satisfaction when they compare the value of money paid and the value received from that transaction A service served well with reasonable price was always attractive to customers Out of the factors of service attribute than Price of service, this study also found that customers chose buffets also concerned about the Quality of food rather than other service attributes The significant, direct relationships between the Quality of Food and Customer Satisfaction reveal that customers in Vietnam market presently place more concern on the quality of product or service value iii they receive This result also contributes to the literature review of studies in foodservice that quality of food is always an important factor to improve the customer satisfaction towards a foodservice Key words: service personal values, service attributes, customer satisfaction iv TABL CHAPTER 1: INTRODUCTION 1.1.RESEARCH BACKGROUND 1.2.PROBLEM DEFINITION 1.3.RESEARCH QUESTIONS AND OB 1.4.SIGNIFICANCE OF THE RESEAR 1.5.RESEARCH SCOPE 1.6.RESEARCH METHODOLOGY AN 1.7.LIMITATION 1.8.THESIS STRUCTURE CHAPTER 2: LITERATURE REVIEW AND CONCEPTUAL MODEL 2.1.DEFINITION RELATED TO REST 2.1.1 Casua 2.1.2 Fine d 2.1.3 Fast f 2.1.4 Buffe 2.1.5 The d 2.2.SERVICE ATTRIBUTES 2.2.1 Price 2.2.2 Quali 2.2.3 Variet 2.2.4 Servic 2.3.SERVICE PERSONAL VALUES 2.4.CUSTOMER SATISFACTION 2.5.CONCEPTUAL MODEL 2.6.HYPOTHESES 2.6.1 The satisfaction 2.6.2 The satisfaction v CHAPTER 3: RESEARCH METHODOLOGY 3.1 RESEARCH PROCESS 3.2 QUALITATIVE STUDY 3.3 QUANTITATIVE STUDY 3.3.1 C 3.3.1.1 M 3.3.1.2 M 3.3.1.3 M 3.3.1.4 M 3.3.1.5 M 3.3.1.6 Recognition 3.3.1.7 3.3.1.8 M 3.3.2 Q 3.3.3 S 3.3.4 D 3.3.5 D 3.3.5.1 R 3.3.5.2 E 3.3.5.3 M CHAPTER 4: RESULTS OF DATA ANALYSIS AND DISCUSSION 4.1 SAMPLE DESCRIPTION 4.1.1 N 4.1.2 C 4.1.3 4.1.4 T 4.2 RELIABILITY ANALYSIS OF MEASUREMENT SCALES 4.2.1 4.2.2 vi 4.2.3 Reliability a 4.2.4 Venue Aesthetics Reliability 4.2.5 Accessibility Reliability 4.2.6 Restaurant Cleanliness Reliability 4.2.7 Value to Peaceful Life Reliability 4.2.8 Value to Social Recognition Reliability 4.2.9 Value to Social Integration Reliability 4.2.10 Satisfaction Reliability 4.3 EXPLORATORY FACTOR ANALYSIS 4.3.1 EFA for gro 4.3.2 scale EFA for gro 44 4.4 MULTIPLE REGRESSION ANALYSIS 4.4.1 Revised Co 4.4.2 Multiple Re 4.4.1.1 Multicolline 4.4.1.2 Normality a 4.4.3 Multiple Re 4.4.4 Customer Satisfaction Testing the 4.4.5 and Customer Satisfaction Testing the 4.4.6 and Customer Satisfaction Testing the vii 4.4.7 Testing the Hypothesis 4: relationship between the Servicescape to Accessibility and Cleanliness and Customer Satisfaction 51 4.4.8 Testing the Hypothesis 5: relationship between the Servicescape to Venue Aesthetics and Customer Satisfaction 51 4.4.9 Testing the Hypothesis 6: relationship between the Personal Value and Customer Satisfaction 52 4.4.10 Testing the Hypothesis 7: relationship between the Social Value and Customer Satisfaction 52 4.5 DISCUSSION 53 CHAPTER 5: CONCLUSION AND MANAGERIAL IMPLICATION .56 5.1 CONCLUSION 56 5.2 MANAGERIAL IMPLICATION 57 5.3 LIMITATION 59 REFERENCES 60 APPENDICES APPENDIX – SURVEY FORM APPENDIX - RESULTS OF CRONBACH’S ANPHA APPENDIX - RESULTS OF EFA APPENDIX - RESULTS OF MULTIPLE REGRESSION viii LIST OF TABLES Table 1: Measurement scale of Perceived Price Table 2: Measurement scale of Quality of Food Table 3: Measurement scale of Variety of Food Table 4: Measurement scale of Servicescapes Table 5: Measurement scale of Service Value to Peaceful Life (SVPL) Table 6: Measurement scale of Service Value to Social Recognition (SVSR) Table 7: Measurement scale of Service Value to Social Integration (SVSI) Table 8: Measurement scale of Customer Satisfaction Table 9: Cronbach’s Anpha of scale of Perceived Price Table 10: Cronbach’s Anpha of scale of Quality of Food Table 11: Cronbach’s Anpha of scale of Food Variety Table 12: Cronbach’s Anpha of scale of Servicescape to Venue Aesthetics Table 13: Cronbach’s Anpha of scale of Servicescape to Accessibility Table 14: Cronbach’s Anpha of scale of Servicescape to Cleanliness Table 15: Cronbach’s Anpha of scale of Service Value to Peaceful Life Table 16: Cronbach’s Anpha of scale of Service Value to Social Recognition Table 17: Cronbach’s Anpha of scale of Service Value to Social Integration Table 18: Cronbach’s Anpha of scale of Customer Satisfaction Table 19: EFA result of predictors Table 20: EFA result of Customer Satisfaction Table 21: Pearson Correlation Result Table 22: Results of Multiple Regression Analysis ix Pattern Matrix SVI45 SVI44 SVR42 SVR43 SVR41 SVI46 SCV22 SCV21 SCV18 SCV19 SCV17 SCV20 SCV23 QOF06 QOF05 QOF10 QOF09 QOF11 QOF08 QOF07 SCA27 SCA26 SCA28 SCA25 SCA24 SVL35 SVL37 SVL36 SVL38 SVR40 SVR39 SCA29 SCC30 SCC31 SCC33 SCC32 SCC34 VRF15 VRF14 VRF13 a 973 939 841 765 677 674 PRI01 PRI02 PRI03 VRF16 QOF12 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations SVI45 SVI44 SVR42 SVR43 SVR41 SVI46 SCV21 SCV19 SCV22 SCV18 SCV20 SCV17 SCV23 QOF06 QOF05 QOF07 QOF08 QOF09 QOF10 QOF11 SCA27 SCA26 SCA28 SCA25 SCA24 SVL35 SVL37 SVL36 SVL38 SVR40 SVR39 896 883 855 830 801 685 522 643 611 544 699 663 SCA29 SCC30 SCC31 SCC33 SCC32 SCC34 VRF14 VRF13 VRF15 PRI02 PRI01 PRI03 VRF16 QOF12 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization Factor Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization 3.2 The last EFA run 3.2.1 EFA results of predictors KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Communalities PRI01 PRI02 PRI03 QOF05 QOF06 QOF07 QOF11 VRF13 VRF14 VRF15 SCV17 SCV18 SCV19 SCV20 SCV21 SCV22 SCA24 SCA25 SCA26 SCA27 SCA28 SCC30 SCC31 SVL35 SVL36 SVL37 SVL38 SVR41 SVR42 SVR43 SVI44 SVI45 SVI46 Extraction Method: Principal Axis Factoring Total Variance Explained Factor 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 Extraction Method: Principal Axis Factoring a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance a Factor Matrix SCV19 SCV20 SCV21 SCV22 QOF07 QOF06 SCV17 SCV18 QOF08 SCA26 SCA27 VRF14 QOF05 QOF10 SCA28 SCC30 QOF09 QOF11 PRI02 VRF13 PRI03 SCC31 VRF15 SCA25 SVL38 PRI01 SVL35 SCA24 SVI45 SVR42 SVI44 SVR43 SVR41 SVL37 SVL36 SVI46 Extraction Method: Principal Axis Factoring a factors extracted iterations required Pattern Matrix a SVI45 SVI44 SVR42 SVR43 SVI46 SVR41 QOF06 QOF05 QOF10 QOF09 QOF08 QOF11 QOF07 SCA26 SCA27 SCA28 SCA25 SCA24 SCC31 SCC30 SCV21 SCV18 SCV19 SCV22 SCV17 SCV20 SVL35 SVL36 SVL37 SVL38 VRF15 VRF14 VRF13 PRI01 PRI02 PRI03 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations Structure Matrix SVI45 SVI44 SVR42 SVR43 SVR41 SVI46 QOF06 QOF05 QOF07 QOF08 QOF09 QOF10 QOF11 SCA26 SCA27 SCA28 SCA25 SCA24 SCC31 SCC30 SCV21 SCV19 SCV18 SCV22 SCV17 SCV20 SVL37 SVL36 SVL35 SVL38 VRF14 VRF15 VRF13 PRI02 PRI01 PRI03 901 894 855 830 762 701 630 592 509 545 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization Factor Correlation Matrix Factor Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization 3.2.2 EFA results of Customer Satisfaction KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity SAT47 SAT48 SAT49 SAT50 SAT51 Extraction Method: Principal Component Analysis Total Variance Explained Component Extraction Method: Principal Component Analysis Component Matrix a SAT50 SAT49 SAT51 SAT48 SAT47 Extraction Method: Principal Component Analysis a components extracted APPENDIX - RESULTS OF MULTIPLE REGRESSION Model a Dependent Variable: SATISFACTION b All requested variables entered Model Regression Residual Total a Dependent Variable: SATISFACTION b Predictors: (Constant), PRICE, SOCIALVALUE, SERVICESCAPES, VARIETYOFFOOD, PERSONALVALUE, VENUEAESTHETICS, QUALITYOFFOOD Coefficients Model (Constant) SOCIALVALUE SERVICESCAPES QUALITYOFFOOD VENUEAESTHETICS PERSONALVALUE VARIETYOFFOOD PRICE a Dependent Variable: SATISFACTION a Collinearity Diagnostics Model 11 a a Eigenvalue 7.781 095 031 029 022 021 011 009 ... PERSONAL VALUES, SERVICE ATTRIBUTES AND CUSTOMER SATISFACTION: A STUDY OF RESTAURANT SERVICES IN VIETNAM SERVICE ATTRIBUTES AND CUSTOMER SATISFACTION: A STUDY OF RESTAURANT SERVICES IN VIETNAM BY NGUYEN... 2.1.1 Casual dining A casual dining restaurant is a restaurant that serves moderately-priced food in a casual atmosphere Except for buffet-style restaurants, casual dining restaurants typically... quantity of service offering and the formation of services The main function of a restaurant is to provide food and beverages with a high quality of food, professional services and an attractive