A research of the effect of service quality to customer satisfaction in izone ielts training academy

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - KHƯƠNG NHƯ QUỲNH A RESEARCH OF THE EFFECT OF SERVICE QUALITY TO CUSTOMER SATISFACTION IN IZONE IELTS TRAINING ACADEMY NGHIÊN CỨU ẢNH HƯỞNG CỦA CHẤT LƯỢNG DỊCH VỤ ĐẾN SỰ HÀI LÒNG CỦA KHÁCH HÀNG TẠI HỌC VIỆN ĐÀO TẠO IELTS IZONE LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH HÀ NỘI - 2020 ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - KHƯƠNG NHƯ QUỲNH A RESEARCH OF THE EFFECT OF SERVICE QUALITY TO CUSTOMER SATISFACTION IN IZONE IELTS TRAINING ACADEMY NGHIÊN CỨU ẢNH HƯỞNG CỦA CHẤT LƯỢNG DỊCH VỤ ĐẾN SỰ HÀI LÒNG CỦA KHÁCH HÀNG TẠI HỌC VIỆN ĐÀO TẠO IELTS IZONE Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: TS TRẦN KIM HÀO HÀ NỘI - 2020 DECLARATION The author confirms that the research outcome in the thesis is the result of author‟s independent work during study and research period and it is not yet published in other‟s research and article The other‟s research result and documentation (extraction, table, figure, formula, and other document) used in the thesis are cited properly and the permission (if required) is given The author is responsible in front of the Thesis Assessment Committee, Hanoi School of Business and Management, and the laws for above-mentioned declaration st 31 of August, 2019 i ACKNOWLEDGEMENT After studying MBA course, I have attained plenty of various knowledge, skills and insights The course raises my capacity of administration and management up to the next level I declare that this is a true copy of my thesis The content of this thesis has been approved by the committee of Vietnam National University, Hanoi – Hanoi School of Business and Management (HSB) This thesis has not been submitted for a higher degree to any other University or Institution I would like to thank sincerely people for heloping, supporting and guiding me conscientiously in order to finish this thesis successfully First of all, I would like to thank all the professors of MBA program, especially Dr Tran Kim Hao – my supervisor Then I would like to thank deeply to the directors and staff of IZONE IELTS Training Academy, respondents and interviewees who allowed me to gather enough data for this research Finally, I would like to express my thanks to my husband, my family, my colleges and my fellow friends who always stand by me during the past two years and encourage me to keep moving from the beginning of my study ii ABBREVIATION EFA iii LIST OF FIGURES Figure 1.1 The relationship between service quality and customer satisfaction .10 Figure 1.2 Service Quality Gap Model in SERVQUAL 12 Figure 1.3 SERVQUAL model 13 Figure 1.4: Conceptual model of the research 15 Figure 3.1: Organization Chart of IZONE IELTS Training Academy .25 Figure 4.1: Gender statistic 32 Figure 4.2: Age statistic 33 Figure 4.3: Current enrolled course at IZONE statistic .33 Figure 4.4: Referral channel statistic 34 Figure 4.5: Referral intention statistic 34 Figure 4.6: Calibration model of customer satisfaction .39 iv LIST OF TABLES Table 1.1 Compare the two SERVQUAL and SERVPERF model .14 Table 3.1: Categories of IELTS training center in Hanoi 21 Table 4.1: Factors table after Cronbach test 35 Table 4.2: Reliable observed variables after running exploratory factor analysis 37 Table 4.7: Table of Descriptive statistic of grouped factors after run exploratory factor analysis 37 Table 4.3: Correlation test result 38 Table 3: Cronbach analysis result 58 Table KMO and Bartlett's Test result 59 Table Total Variance Explained test result 59 a Table Rotated Component Matrix test result 60 b Table 11: Model Summary test result 64 a Table 12: ANOVA test result 64 a Table 13: Coefficients test result 64 Table 14: Levene Statistic of age group test result 64 Table 15: ANOVA Statistic of age group test result 65 Table 16: Levene Statistic of group of referral channel test result 65 Table 17: ANOVA Statistic of group of referral channel test result .65 Table 18: Levene Statistic of group of current enrolled courses at IZONE test result 65 Table 19: ANOVA Statistic of group of current enrolled courses at IZONE test result 65 v TABLE OF CONTENT INTRODUCTION 1 Research rationale Literature review Aim of research Research objects .2 Research scope Thesis structure CHAPTER I THEORETICAL BACKGROUND OF SERVICE QUALITY AND CUSTOMER SATISFACTION 1.1 Theoretical background review .4 1.1.1 Services 1.1.2 Training 1.1.3 Sevice quality .5 1.1.4 Dimensions of service quality 1.1.5 Customer satisfaction 1.1.6 The relationship between service quality and customer satisfaction 1.2 Service quality assessment models .11 1.2.1 Service Quality Gap Model 11 1.2.2 10-component of service quality model 12 1.2.3 SERVQUAL and SERVPERF models .13 1.3 Research conceptual model 14 1.4 Proposed hypothesis of the research 15 CHAPTER II: RESEARCH METHODOLOGY 16 2.1 Research approach 16 2.2 Research process 16 2.3 Research design 17 2.4 Sampling design and procedure 17 2.4.1 Target Population .17 2.4.2 Sampling technique 17 vi 2.4.3 Sample size 17 2.5 Data collection instrument 18 2.6 Survey design 18 2.7 Data analysis methods 19 CHAPTER III: CURRENT SITUATION OF IZONE IELTS TRAINING ACADEMY 20 3.1 Current situation of IELTS training market in Hanoi 20 3.1.1 IELTS definition 20 3.1.2 Situation of IELTS training service in Hanoi 21 3.2 Overview of IZONE IELTS Training Academy 23 3.2.1 IZONE general information .23 3.2.2 IZONE‟s differences in the IELTS training market 23 3.2.3 IZONE‟s features .24 3.2.4 IZONE‟s organizational information .25 3.2.5 IELTS course levels in IZONE 26 3.2.6 IZONE achievements .29 3.3 Current situation of IELTS trainining service quality in IZONE 29 3.3.1 IZONE‟s facilities: 29 3.3.2 IZONE‟s IELTS teachers: 30 3.3.3 IZONE‟s training program design: 30 3.3.4 IZONE‟s training materials: 30 3.3.5 IZONE‟s supportive service: 31 CHAPTER IV: RESEARCH FINDING RESULTS .32 4.1 Demographic and general statistic 32 4.1.1 Demographic analysis 32 4.1.2 General information of IZONE learning customer analysis 33 4.2 Customer satisfaction questionnaire analysis 35 4.2.1 Cronbach analysis 35 4.2.2 Exploratory Factor Analysis 36 4.2.3 Correlation analysis 37 4.2.4 Regression analysis 39 vii 4.2.5 Testing research hypotheses .39 4.2.6 ANOVA analysis 40 CHAPTER 5: RESEARCH DISCUSSION AND RECOMMENDATION 42 5.1 Finding result discussion .42 5.2 Research recommendation 43 CONCLUSION, LIMITATION AND IMPLICATION 46 Conclusions 46 Limitations 47 2.1 Limitation of Sampling .47 2.2 Limitation of Bias by respondents 47 2.3 Limitation of the option format of the answers 47 Implications 47 REFERENCES .48 APPENDIX I 53 APPENDIX II .56 viii Scales of Supportive services factor Factors Supportive Services (SS) Scales of Customer Satisfaction Factors Customer Satisfaction (CS) 55 APPENDIX II Table 1: Table of descriptive statistic of research variables Descriptive Statistics N Statistic TF1 121 TF2 121 TF3 121 TF4 121 IT1 121 IT2 121 IT3 121 TM1 121 TM2 121 TM3 121 TD1 121 TD2 121 TD3 121 TD4 121 SS1 121 SS2 121 SS3 121 CS1 121 CS2 121 CS3 121 Valid N 121 (listwise) 56 Table 2: Table of demographic analysis Demographic analysis Age Gender Current enrolled courses IZONE Referral channel Refer others to IZONE 57 Table 3: Cronbach analysis result Observed Variables I Training facilities: α=0,854; N=4 TF1 TF2 TF3 TF4 II IELTS teacher: α=0,955; N=3 IT1 IT2 IT3 III Training material: α=0,889; N=3 TM1 TM2 TM3 III Training design α=0,941; N=4 TD1 TD2 TD3 TD4 III Supportive service: α=0,909; N=3 SS1 SS2 SS3 III Customer satisfaction: α=0,918; N=3 CS1 CS2 CS3 58 Table KMO and Bartlett's Test result Initial Eigenvalues Compone nt 10 11 12 Total 13 14 15 Table Rotated Component Matrixa test result TD3 TM1 TD4 TD1 IT3 TM2 TD2 SS2 IT1 IT2 SS3 SS1 TM3 TF2 TF3 TF1 TF4 Table 7: Table of the correlation between independent variables Correlations TF1 TF1 Pearson Correlation Sig (2- tailed) TF2 N 121 Pearson 715** Correlation Sig (2- tailed) TF3 N 121 Pearson 607** Correlation Sig (2- tailed) TF4 N 121 Pearson 625** Correlation Sig (2- tailed) IT1 N 121 Pearson 670** Correlation Sig (2- tailed) N 121 60 IT2 Pearson 640** Correlation Sig (2- tailed) IT3 N 121 Pearson 639** Correlation Sig (2- tailed) TM1 N 121 Pearson 569** Correlation Sig (2- tailed) TM2 N 121 Pearson 623** Correlation Sig (2- tailed) TM3 N 121 Pearson 582** Correlation Sig (2- tailed) TM4 N 121 Pearson 636** Correlation Sig (2- tailed) TD1 N 121 Pearson 605** Correlation Sig (2- tailed) TD2 N 121 Pearson 573** Correlation Sig (2- tailed) TD3 N 121 Pearson 520** Correlation Sig (2- tailed) SS1 N 121 Pearson 630** Correlation Sig (2- 61 tailed) N SS2 121 Pearson 592** Correlation Sig (2- tailed) SS3 N 121 Pearson 558** Correlation Sig (2- tailed) N 121 Table 8: Table of communalities Communalities TF1 TF2 TF3 TF4 IT1 IT2 IT3 TM1 TM2 TM3 TD1 TD2 TD3 TD4 SS1 SS2 SS3 62 Table 9: Table of component matrix Component Matrixa 63 Table 10: Table of descriptive statistic of calibrating factors after EFA test TF TPS Valid N (listwise) Model Model Model (Consta Source: Author (2019) Table 14: Levene Statistic of age group test result Test of Homogeneity of Variances Levene Statistic 1.8 64 Table 15: ANOVA Statistic of age group test result ANOVA Table 16: Levene Statistic of group of referral channel test result Test of Homogeneity of Variances Table 17: ANOVA Statistic of group of referral channel test result ANOVA Table 18: Levene Statistic of group of current enrolled courses at IZONE test result Test of Homogeneity of Variances Table 19: ANOVA Statistic of group of current enrolled courses at IZONE test result ANOVA 65 ... customer satisfaction in IZONE IELTS Training Academy Additionally, the researcher will examine that what the customers feel about IZONE? ??s service quality and what factors of service quality mainly influence... when they are learning in IZONE IELTS training Academy Therefore, the researcher has adapted a deductive approach for this research as to evaluate the dimensions of service quality which are affecting... refer IELTS training courses in IZONE to friends In the next questionnaire part, the findings are done to get the answers of the factors that affecting customer satisfaction of the learner in IZONE