(Luận văn thạc sĩ) 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 SERVICE ATTRIBUTES AND CUSTOMER SATISFACTION: A PERSONAL VALUES, SERVICE ATTRIBUTES STUDY OF RESTAURANT SERVICES IN VIETNAM AND CUSTOMER SATISFACTION: A STUDY OF RESTAURANT SERVICES IN VIETNAM BY NGUYEN THI TUYET HONG ID: 60340102 SUPERVISOR Dr OF PHAM NGOC THUY MASTER 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 January 2nd, 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 TABLE OF CONTENTS CHAPTER 1: INTRODUCTION 1.1 RESEARCH BACKGROUND 1.2 PROBLEM DEFINITION 1.3 RESEARCH QUESTIONS AND OBJECTIVES 1.4 SIGNIFICANCE OF THE RESEARCH 1.5 RESEARCH SCOPE 1.6 RESEARCH METHODOLOGY AND RESEARCH DESIGN 1.7 LIMITATION 1.8 THESIS STRUCTURE CHAPTER 2: LITERATURE REVIEW AND CONCEPTUAL MODEL 2.1 DEFINITION RELATED TO RESTAURANT SERVICES 2.1.1 Casual dining 2.1.2 Fine dining 2.1.3 Fast food 2.1.4 Buffets 2.1.5 The difference between table service and buffet service 2.2 SERVICE ATTRIBUTES 2.2.1 Price of service 10 2.2.2 Quality/taste of food 11 2.2.3 Variety of food 11 2.2.4 Servicescapes 11 2.3 SERVICE PERSONAL VALUES 13 2.4 CUSTOMER SATISFACTION 14 2.5 CONCEPTUAL MODEL 16 2.6 HYPOTHESES 16 2.6.1 The relationship between service attributes and customer satisfaction 16 2.6.2 The relationship between service personal values and customer satisfaction 17 v CHAPTER 3: RESEARCH METHODOLOGY 18 3.1 RESEARCH PROCESS 19 3.2 QUALITATIVE STUDY 21 3.3 QUANTITATIVE STUDY 22 3.3.1 Construction of measurement scales 22 3.3.1.1 Measurement scale of Perceived Price 22 3.3.1.2 Measurement scale of Quality/ Taste of food 23 3.3.1.3 Measurement scale of Variety of food 24 3.3.1.4 Measurement scale of Servicescapes 25 3.3.1.5 Measurement scale of Service Personal Value to Peaceful Life 27 3.3.1.6 Measurement scale of Service Personal Value to Social Recognition 27 3.3.1.7 Measurement scale of Service Personal Value to Social Integration 28 3.3.1.8 Measurement scale of Customer Satisfaction 28 3.3.2 Questionnaire design 28 3.3.3 Sampling method and sample size 29 3.3.4 Data collection 30 3.3.5 Data analysis method 30 3.3.5.1 Reliability Analysis by Cronbach’s Alpha 30 3.3.5.2 Exploratory Factor Analysis 30 3.3.5.3 Multiple Regression Analysis 31 CHAPTER 4: RESULTS OF DATA ANALYSIS AND DISCUSSION 32 4.1 SAMPLE DESCRIPTION 32 4.1.1 Name of buffet restaurant respondents used to experienced 32 4.1.2 Cost of buffet respondents used to have 33 4.1.3 The accompanied people that respondents used to have buffets with34 4.1.4 The profession, gender and age of respondents 34 4.2 RELIABILITY ANALYSIS OF MEASUREMENT SCALES 35 4.2.1 Reliability analysis result of measurement scale of Perceived Price35 4.2.2 Reliability analysis result of measurement scale of Quality of Food36 vi 4.2.3 Reliability analysis result of measurement scale of Variety of Food37 4.2.4 Reliability analysis result of measurement scale of Servicescape to Venue Aesthetics 37 4.2.5 Reliability analysis result of measurement scale of Servicescape to Accessibility 38 4.2.6 Reliability analysis result of measurement scale of Servicescape to Restaurant Cleanliness 39 4.2.7 Reliability analysis result of measurement scale of Service Personal Value to Peaceful Life 39 4.2.8 Reliability analysis result of measurement scale of Service Personal Value to Social Recognition 40 4.2.9 Reliability analysis result of measurement scale of Service Personal Value to Social Integration 41 4.2.10 Reliability analysis result of measurement scale of Customer Satisfaction 41 4.3 EXPLORATORY FACTOR ANALYSIS 42 4.3.1 EFA for group of predictors 42 4.3.2 scale EFA for group of items of Customer Satisfaction measurement 44 4.4 MULTIPLE REGRESSION ANALYSIS 44 4.4.1 Revised Conceptual Model 46 4.4.2 Multiple Regression Testing Assumptions 47 4.4.1.1 Multicollinearity 47 4.4.1.2 Normality and Linearity 48 4.4.3 Multiple Regression Analysis 48 4.4.4 Testing the Hypothesis 1: relationship between the Price and Customer Satisfaction 50 4.4.5 Testing the Hypothesis 2: relationship between the Quality of Food and Customer Satisfaction 50 4.4.6 Testing the Hypothesis 3: relationship between the Variety of Food and Customer Satisfaction 50 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 23 Table 2: Measurement scale of Quality of Food 24 Table 3: Measurement scale of Variety of Food 24 Table 4: Measurement scale of Servicescapes 26 Table 5: Measurement scale of Service Value to Peaceful Life (SVPL) 27 Table 6: Measurement scale of Service Value to Social Recognition (SVSR) 27 Table 7: Measurement scale of Service Value to Social Integration (SVSI) 28 Table 8: Measurement scale of Customer Satisfaction 28 Table 9: Cronbach’s Anpha of scale of Perceived Price 36 Table 10: Cronbach’s Anpha of scale of Quality of Food 37 Table 11: Cronbach’s Anpha of scale of Food Variety 37 Table 12: Cronbach’s Anpha of scale of Servicescape to Venue Aesthetics 38 Table 13: Cronbach’s Anpha of scale of Servicescape to Accessibility 39 Table 14: Cronbach’s Anpha of scale of Servicescape to Cleanliness 39 Table 15: Cronbach’s Anpha of scale of Service Value to Peaceful Life 40 Table 16: Cronbach’s Anpha of scale of Service Value to Social Recognition 41 Table 17: Cronbach’s Anpha of scale of Service Value to Social Integration 41 Table 18: Cronbach’s Anpha of scale of Customer Satisfaction 42 Table 19: EFA result of predictors 43 Table 20: EFA result of Customer Satisfaction 45 Table 21: Pearson Correlation Result 49 Table 22: Results of Multiple Regression Analysis 50 ix Pattern Matrixa 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 973 939 841 765 677 674 Factor 873 868 838 805 721 663 503 437 866 824 750 674 635 573 510 825 810 728 642 561 854 786 752 609 470 430 811 796 507 481 428 724 720 622 PRI01 PRI02 PRI03 VRF16 QOF12 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations .843 821 564 731 510 Structure Matrix 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 896 883 855 830 801 685 522 643 611 544 699 663 852 844 843 819 779 769 601 537 491 526 581 496 532 502 649 590 605 494 504 555 592 563 518 601 525 428 840 787 742 738 734 731 696 424 477 429 481 563 551 587 580 521 532 440 467 Factor 438 436 479 543 563 427 436 546 531 488 508 501 479 444 567 483 457 648 498 478 401 422 521 460 563 484 469 412 414 415 869 852 812 714 690 533 559 513 480 509 874 852 826 751 730 683 435 536 SCA29 407 428 438 SCC30 614 512 602 SCC31 608 441 618 SCC33 704 524 636 SCC32 723 574 647 SCC34 VRF14 437 651 VRF13 471 550 VRF15 418 493 PRI02 419 555 PRI01 486 PRI03 481 571 VRF16 QOF12 403 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization .876 868 785 768 575 404 449 847 780 769 476 458 500 550 402 864 824 712 715 612 423 Factor Correlation Matrix Factor 1.000 252 284 173 561 -.028 252 1.000 670 675 423 612 284 670 1.000 516 451 449 173 675 516 1.000 411 612 561 423 451 411 1.000 236 -.028 612 449 612 236 1.000 171 410 537 255 314 243 171 462 577 398 330 372 084 457 400 430 225 473 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization 171 410 537 255 314 243 1.000 545 338 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 Approx Chi-Square Sphericity Df Sig .916 7478.721 630 0.000 171 462 577 398 330 372 545 1.000 356 453 444 550 084 457 400 430 225 473 338 356 1.000 Communalities Initial PRI01 656 PRI02 696 PRI03 596 QOF05 704 QOF06 763 QOF07 667 QOF11 604 VRF13 665 VRF14 754 VRF15 643 SCV17 676 SCV18 732 SCV19 723 SCV20 666 SCV21 737 SCV22 717 SCA24 516 SCA25 550 SCA26 727 SCA27 771 SCA28 675 SCC30 732 SCC31 703 SVL35 758 SVL36 758 SVL37 760 SVL38 646 SVR41 688 SVR42 753 SVR43 723 SVI44 797 SVI45 781 SVI46 634 Extraction Method: Principal Axis Factoring Extraction 713 786 531 638 756 643 469 664 780 686 626 694 734 632 750 673 509 552 726 729 638 544 540 753 779 810 595 617 739 710 811 820 514 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 Initial Eigenvalues % of Cumulati Total Variance ve % 13.476 37.432 37.432 4.942 13.727 51.159 2.644 7.346 58.504 1.528 4.245 62.749 1.211 3.363 66.112 1.188 3.301 69.413 1.063 2.952 72.365 897 2.491 74.857 716 1.989 76.845 651 1.807 78.652 626 1.738 80.390 579 1.607 81.998 530 1.471 83.469 481 1.336 84.805 470 1.305 86.109 442 1.229 87.338 408 1.132 88.470 392 1.090 89.560 334 927 90.488 323 898 91.386 304 844 92.230 286 793 93.024 273 758 93.782 240 667 94.449 230 640 95.089 218 604 95.694 205 569 96.262 188 522 96.785 180 501 97.286 173 480 97.766 166 460 98.226 157 436 98.662 136 377 99.039 131 365 99.403 111 307 99.710 104 290 100.000 Extraction Sums of Squared Loadings Cumulative % of % Total Variance 13.134 36.484 36.484 4.654 12.929 49.413 2.301 6.392 55.805 1.237 3.435 59.240 929 2.580 61.820 845 2.348 64.168 735 2.041 66.209 Rotation Sums of Squared Loadingsa Total 6.261 9.860 8.677 9.989 7.065 7.253 6.990 Extraction Method: Principal Axis Factoring a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance Factor Matrixa SCV19 748 SCV20 729 SCV21 727 SCV22 696 QOF07 695 QOF06 690 SCV17 681 SCV18 678 QOF08 671 SCA26 657 SCA27 656 405 VRF14 651 -.460 QOF05 644 QOF10 632 SCA28 632 SCC30 627 QOF09 627 QOF11 625 PRI02 610 VRF13 602 PRI03 599 SCC31 598 VRF15 579 SCA25 575 SVL38 568 432 PRI01 564 SVL35 560 453 SCA24 528 SVI45 417 732 SVR42 401 720 SVI44 436 715 SVR43 489 666 SVR41 453 618 SVL37 503 612 SVL36 515 566 SVI46 428 538 Extraction Method: Principal Axis Factoring Factor 430 445 a factors extracted iterations required Pattern Matrixa 953 930 827 749 668 642 Factor SVI45 SVI44 SVR42 SVR43 SVI46 SVR41 QOF06 912 QOF05 845 QOF10 749 QOF09 670 QOF08 574 QOF11 573 QOF07 546 SCA26 842 SCA27 791 SCA28 760 SCA25 757 SCA24 752 SCC31 469 SCC30 430 SCV21 870 SCV18 821 SCV19 815 SCV22 747 SCV17 726 SCV20 646 SVL35 856 SVL36 848 SVL37 844 SVL38 591 VRF15 VRF14 VRF13 PRI01 PRI02 PRI03 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization 871 778 711 888 872 522 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 901 894 855 830 762 701 857 797 763 738 736 720 677 465 417 417 453 429 493 550 580 510 552 523 593 480 Factor 433 421 847 846 795 717 704 696 686 612 591 598 611 558 568 532 491 512 566 482 526 500 576 635 577 475 485 624 634 862 851 826 811 782 776 411 448 422 470 409 411 439 630 592 509 545 669 504 560 562 498 576 457 495 489 522 582 567 466 520 499 678 559 542 461 426 884 874 865 749 534 480 559 499 476 417 447 468 423 453 426 409 450 415 406 404 494 454 408 411 866 820 803 520 425 506 508 404 554 885 836 693 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization Factor Correlation Matrix Factor 1.000 252 137 218 593 252 1.000 524 646 399 137 524 1.000 698 388 218 646 698 1.000 378 593 399 388 378 1.000 235 646 379 512 361 185 618 474 490 348 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization 235 646 379 512 361 1.000 577 185 618 474 490 348 577 1.000 3.2.2 EFA results of Customer Satisfaction KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Approx Chi-Square Sphericity df Sig .843 653.314 10 000 Communalities Initial Extraction SAT47 1.000 547 SAT48 1.000 579 SAT49 1.000 765 SAT50 1.000 766 SAT51 1.000 653 Extraction Method: Principal Component Analysis Total Variance Explained Initial Eigenvalues % of Cumulative Component Total Variance % 3.310 66.192 66.192 593 11.854 78.046 519 10.389 88.435 350 6.994 95.429 229 4.571 100.000 Extraction Method: Principal Component Analysis Extraction Sums of Squared Loadings % of Cumulative Total Variance % 3.310 66.192 66.192 Component Matrixa Component SAT50 SAT49 SAT51 SAT48 SAT47 Extraction Method: Principal Component Analysis a components extracted .875 875 808 761 740 APPENDIX - RESULTS OF MULTIPLE REGRESSION Model Variables Entered/Removeda Variables Variables Entered Removed PRICE, SOCIALVALUE, SERVICESCAPES, VARIETYOFFOOD, PERSONALVALUE, VENUEAESTHETICS, QUALITYOFFOODb Method Enter a Dependent Variable: SATISFACTION b All requested variables entered ANOVAa Model Sum of Squares df Mean Square F Sig Regression 193.235 27.605 63.109 000b Residual 111.980 256 437 Total 305.214 263 a Dependent Variable: SATISFACTION b Predictors: (Constant), PRICE, SOCIALVALUE, SERVICESCAPES, VARIETYOFFOOD, PERSONALVALUE, VENUEAESTHETICS, QUALITYOFFOOD Coefficientsa Unstandardized Standardized Collinearity Coefficients Coefficients Statistics Std Toler Model B Error Beta t Sig ance VIF (Constant) 070 267 262 794 SOCIALVALUE 388 042 464 9.132 000 555 1.802 SERVICESCAPES 037 065 031 563 574 459 2.177 QUALITYOFFOOD 148 070 128 2.107 036 387 2.586 VENUEAESTHETICS 051 065 047 779 437 394 2.537 PERSONALVALUE 147 048 163 3.074 002 508 1.967 VARIETYOFFOOD 022 054 021 406 685 538 1.860 PRICE 211 049 216 4.302 000 568 1.761 a Dependent Variable: SATISFACTION Collinearity Diagnosticsa Condition (Constant) Model Eigenvalue Index 1 7.781 1.000 00 095 9.036 01 031 15.760 01 029 16.282 09 022 18.884 37 021 19.481 34 011 26.124 05 009 29.303 13 a Dependent Variable: SATISFACTION SOCIAL VALUE 00 31 25 28 08 01 01 06 SERVICESCAPES 00 01 08 02 03 01 15 70 Variance Proportions VENUE QUALITY AESTHET PERSONA OF FOOD ICS L VALUE 00 00 00 01 01 09 01 03 35 00 05 42 00 15 05 05 06 03 80 01 01 12 71 05 VARIETY OF FOOD 00 01 09 00 23 30 36 00 PRICE 00 01 16 29 14 32 05 03 ... ATTRIBUTES AND CUSTOMER SATISFACTION: A PERSONAL VALUES, SERVICE ATTRIBUTES STUDY OF RESTAURANT SERVICES IN VIETNAM 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... at (X) restaurant is impressive and SCV19 attractive The appearance of physical facilities of food areas at (X) SCV20 restaurant is visually appealing SCV21 The aroma of seating area at (X) restaurant