Nâng cao chất lượng dịch vụ chăm sóc khách hàng thuê bao di động tại tổng công ty dịch vụ viễn thông VNPT vinaphone

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - PHẠM THỊ THỦY IMPROVING THE QUALITY OF MOBILE PHONE CUSTOMER CARE SERVICE AT TELECOMMUNICATIONS SERVICE CORPORATION VNPT VINAPHONE NÂNG CAO CHẤT LƯỢNG DỊCH VỤ CHĂM SÓC KHÁCH HÀNG THUÊ BAO DI ĐỘNG TẠI TỔNG CÔNG TY DỊCH VỤ VIỄN THÔNG -VNPT VINAPHONE LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH HÀ NỘI - 2019 ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - PHẠM THỊ THỦY IMPROVING THE QUALITY OF MOBILE PHONE CUSTOMER CARE SERVICE AT TELECOMMUNICATIONS SERVICE CORPORATION VNPT VINAPHONE NÂNG CAO CHẤT LƯỢNG DỊCH VỤ CHĂM SÓC KHÁCH HÀNG THUÊ BAO DI ĐỘNG TẠI TỔNG CÔNG TY DỊCH VỤ VIỄN THÔNG -VNPT VINAPHONE 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 PHẠM VĂN HỒNG HÀ NỘI - 2019 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 Hanoi, June 1st, 2019 ACKNOWLEDGEMENT With a deep and sincere affection that allows the author to deeply thank all individuals and collectives for facilitating the process of studying and studying this thesis In particular, the author would like to express his deep thanks to Dr Pham Van Hong, who directly guided and helped a lot during the research and completion of the thesis The author would like to express his gratitude to all HSB faculty members of Hanoi National University for teaching encouragement and encouragement, facilitating the time of studying at the University as well as the time to complete this thesis The author would like to sincerely thank the Board of Directors, colleagues of the Personal Customer Department and Customer Care Department for facilitating and helping to complete this thesis Although the author has made great efforts, the thesis is difficult to avoid certain limitations and shortcomings Due to time limits and professional qualifications, the dissertation does not avoid shortcomings We hope to receive the sincere advice and contributions from teachers, teachers, friends and colleagues to make the thesis more complete Once again, thank you! Hanoi, June 1st, 2019 CONTENT LIST OF TABLE i LIST OF DIAGRAM ii ABSTRACT OVERVIEW OF RELATED RESEARCH WORKS CHAPTER 1: RATIONALE OF SERVICE AND QUALITY OF CUSTOMER CARE SERVICE 1.1 Customer care service in the enterprise .8 1.1.1 The concept of customers and the role of customers for businesses 1.1.2 Concept of customer care 10 1.1.3 The role of customer care 13 1.1.4 Some principles of customer care .16 1.2 Service and quality of customer care services in the field of Telecommunications 18 1.2.1 Features of Telecommunication service .18 1.2.2 Customer service Telecommunications and maintenance of customers in the telecommunications sector 19 1.2.3 Quality of customer care service 22 1.3 The criteria to assess the quality of customer care services in the field of Telecommunications 23 1.3.1 Type of service provided 23 1.3.2 Service quality 24 1.3.3 Method of providing services .26 1.3.4 Customer satisfaction 27 1.4 Factors affecting the quality of customer care services in the Telecommunications sector .23 1.4.1 External environmental factors 28 1.4.2 Factors within the enterprise .29 CHAPTER 2: CURRENT SITUATION OF QUALITY OF MOBILE PHONE CUSTOMER CARE SERVICE AT VNPT VINAPHONE 32 2.1 Overview of Telecommunications Service Corporation - VNPT VinaPhone 32 2.1.1 Functions, tasks and organizational structure of VNPT VinaPhone 32 2.1.2 Customer characteristics of VNPT VinaPhone 36 2.2 Current situation of factors affecting the quality of customer care for mobile subscribers at VNPT VinaPhone .40 2.2.1 External environmental factors 40 2.2.2 Factors within the enterprise .43 2.3 Actual quality of customer service of mobile subscribers at VNPT VinaPhone .44 2.3.1 Type of service provided 44 2.3.2 Service quality 45 2.3.3 Method of providing services .51 2.3.4 Customer satisfaction 54 2.4 Evaluate the quality of mobile customer service at VNPT VinaPhone .56 2.4.1 Advantages 56 2.4.2 Limitations and reasons 57 CHAPTER 3: SOME SOLUTIONS TO IMPROVE THE QUALITY OF MOBILE PHONE CUSTOMER CARE SERVICE AT VNPT VINAPHONE .60 3.1 Viewpoints and orientations of the Company on the quality of customer care services in the future 60 3.2 Solutions to improve the quality of mobile customer service 61 3.2.1 Management Solutions group .61 3.2.2 Professional solutions group .67 3.2.3 Method of providing services .70 3.2.4 Improve customer satisfaction 73 3.2.5 Implement marketing mix solutions 74 3.2.6 Solution to retain customers .78 CONCLUSION 80 REFERENCES LIST OF TABLE Table 2.1: Percentage of product packages in total subscriber and total revenue 45 Table 2.2: Working statistics to answer customers' answers 46 Table 2.3: Evaluation results of subscribers on the accessibility of customer care activities of VNPT VinaPhone 47 Table 2.4: Evaluation results of subscribers on the availability of customer care activities of VNPT VinaPhone 48 Table 2.5: Evaluation results of subscribers on reliability in customer care of VNPT VinaPhone 49 Table 2.6: Evaluation results of subscribers on VNPT VinaPhone's 50 Table 2.7: Evaluation results of subscribers about the capacity of transaction staff of VNPT VinaPhone 51 Table 2.8: Proportion of customers who prefer to use customer care forms of VNPT VinaPhone 53 Table 2.9: Customer satisfaction when using customer care service Of VNPT VinaPhone 54 Table 2.10: Comparison of subscribers on quality criteria between VNPT VinaPhone network and that network is used 55 Table 2.11: Evaluation of customers for mobile phone networks in ascending order 56 i LIST OF DIAGRAM Diagram 1.1: Determinants of service quality received 25 Diagram 2.1: Organizational structure of VNPT VinaPhone 35 Diagram 3.2: How to solve customer related problems at stores, agents of VNPT VinaPhone 71 ii ABSTRACT Rationale Customer care is a business strategy that most businesses pay attention and invest Good customer service will bring many benefits to businesses Customer care service plays a very important role in improving the competitive advantage of service businesses in general and telecommunication service businesses in particular It helps businesses differentiate their image of service quality in the minds of customers, maintain existing customers, increase loyal customers, attract potential customers and business costs for businesses Customer care service is a key activity in marketing activities of enterprises in order to direct the management activities of enterprises into target customers to bring outstanding satisfaction to customers when consuming services with good customer care quality Vinaphone is one of the three largest operators accounting for the highest market share of mobile information services (including Mobifone, Vinaphone and Viettel) Besides, there are also smaller networks that continuously have strong market penetration strategies to gain market share of these three operators, so the networks in general and VNPT VinaPhone Corporation in particular need to have different strategies to maintain old market share as well as increase new market share Customer satisfaction with products - services is a vital issue for every business In today's context, technological advancements, mobile telecommunication services today have become popular and indispensable for everyone in everyday life The recent event is Vietnam registered on the global telecommunications map and global 3G map Thereby showing the growth of the telecommunications industry in Vietnam Especially when there are quite a lot of competitors, the research on the quality of services provided to customers of each business is extremely necessary to retain existing customers as well as entice potential customers In recent years, VNPT VinaPhone Corporation has met many difficulties in its business, operating units of sales and customer care activities nationwide for customers who are individuals, households, small and medium enterprises This is also the customer segment that accounts for the largest proportion in VNPT VinaPhone's business activities Therefore, the construction of customer care solutions by modern methods, applying the theory of quality management of customer care, informatics applications in customer management, organization of customer care Professional goods to further enhance customer care quality create customer satisfaction to retain customers the most necessary, while operators are starting to make the same number transfer service available As an employee of VNPT VinaPhone, facing difficulties and challenges of the market, being aware of the importance of customer care activities is essential, with the guidance of Dr Pham Van Hong I chose the topic " Improving the quality of mobile phone customer care service at Telecommunication Service Corporation VNPT VinaPhone " as my thesis dissertation topic I hope teachers, friends and colleagues to contribute ideas to help me complete the content of this thesis Literature Review Research on customer care is an urgent and vital issue to the existence and development of service providers and also becomes a topic that attracts many authors inside and outside countries interested in research However, each author's approach, level and scope of exposure are different Some important research projects can be mentioned: Master's thesis in Business Administration "Some solutions to improve the quality of customer care service at Misa joint stock company" by author Le Thi Hong Van, National Economics University, 2018 Thesis of Master of Business Administration "Completing customer care at Mobile Information Company (VMS MobiFone)" by author Le Van Tu, National Economics University, 2017 Thesis of Master of Business Administration "Improving the quality of customer service of Saigon Commercial Bank - Hanoi Transaction Office" by author Vu Dieu Tu, National Economics University, 2016 Address: http://vinaphone.com.vn 15) Vietnam Post and Telecommunications http://vnpt.com.vn Group Website Address: APPENDIX - APPENDIX 01: TABLE OF QUESTIONS - APPENDIX 02: SURVEY RESULTS APPENDIX 01: TABLE OF QUESTIONS Dear brothers and sisters, My name is Pham Thi Thuy, currently a graduate student of the 15th course of Business Administration at Hanoi National University At present, I am doing a graduation thesis with the topic: "IMPROVING THE QUALITY OF MOBILE PHONE CUSTOMER SERVICE AT TELECOMMUNICATION SERVICE CORPORATION - VNPT VINAPHONE", to have more data to complete the dissertation and find out the advantages , disadvantages and limitations of quality of customer care service of VNPT VinaPhone I hope you can take some time to fill out the survey form below The information that I have made a significant contribution to improving the quality of customer care services of VNPT VinaPhone, also contributed to the success of my research Thank you for your help and cooperation Commitment to information security: The data collected from this survey is only to provide writers with the reality of the quality of customer care service of VNPT VinaPhone, and propose some solutions to improve the quality of services Customer care service of VNPT VinaPhone The data and assessments provided by the UK are only used within a scientific study of the Master's thesis in economics, with absolutely no business purpose or other purposes I pledge to keep confidential and not commercialize the data collected in this survey Question 1: What type of CC service did you use the last time? • By phone (dial number 18001091) • Directly to the Customer Care Department of VNPT VinaPhone • At stores, Agents of VNPT VinaPhone • Through the Internet • Other type Question 2: What is the problem that you are concerned about when using VNPT's Customer Care service? • Packages used by the network • How to use the service • Complaints about network services • Information about promotion policies • Other information: Question 3: How you assess the VNPT VinaPhone's customer care service for some of the following criteria: Accessibility (Service Reliability (Accuracy of Availability (Service accessibility, service information received by capability can satisfy waiting time) customers) customers) Very difficult Very unreliable Very not ready Difficult Unreliable Not ready Normal Normal Normal Easily Reliable Ready Very easy Very reliable Very ready Question 4: Through some times of using customer care service of VNPT VinaPhone, how you evaluate the customer care staff of VNPT VinaPhone on the following aspects: Service attitude Enthusiasm Capacity Other problems Very poor Very indifferent Very poor Very poor Poor Indifferent Poor Poor Normal Normal Normal Normal Good Enthusiastic Good Good Very Good Very enthusiastic Very Good Very Good Question 5: How satisfied are you after using customer service of VNPT VinaPhone? • Dissatisfaction • Unsatisfied • Thường • Satisfied • Very pleased Question 6: Do you use the most customer care form of VNPT VinaPhone? • By phone • Direct customer care room of VNPT VinaPhone • At stores, Agents of VNPT VinaPhone • Through the Internet • Other type Question 7: Why you often use customer care in question 6? • Easy to use • Easy to find information • High reliability • Quickly get answers • Other reasons Question 8: According to you, what kind of customer care does VNPT VinaPhone have? By phone Direct Via the Internet Through the radio Another form Question 9: Which form you like the most? Why? Question 10: Do you not like the form most? Why? Question 11: Before using VNPT VinaPhone's mobile network, did you use any other mobile network? • Yes • Is not If you answered yes: go to question 13, if no answer: go to question 15 Question 12: Why did you decide to switch to VNPT VinaPhone's mobile network? • Good price • There are many customer care services • New • Many attractive promotion services • Other reasons: Question 13: How does customer care service of VNPT VinaPhone mobile network compare to the old network he (she) used? Accessibility Reliability Ready Trading Content staff services VNPT Vinaphone mobile network is better The same …………… mobile network is better Question 14: Can you comment on the most advantages and disadvantages of customer care service of VNPT VinaPhone? Advantages: Defect: Question 15: According to your subjective feeling (sister), please number descending order according to the level of popularity of popular mobile networks as below? • Viettel • MobileFone • Vinaphone • Vietnamobile • Other networks: S-Fone, GMobile Question 16: Do you have any suggestions to improve the quality of customer care service of VNPT VinaPhone ? APPENDIX 02: SURVEY RESULTS - The survey process was carried out with the number of questionnaires was 150 votes The age of the survey objects is allocated as follows: - From the results of the survey, the data is put into processing by SPSS software and it has the following results: Evaluate the quality of customer care services in terms of accessibility Frequency Valid Percent Valid Percent Cumulative Percent Very difficult 1.3 1.3 1.3 Difficult 16 10.7 10.7 12.0 Normal 54 36.0 36.0 48.0 Easily 46 30.7 30.7 78.7 Very easy 32 21.3 21.3 100.0 Total 150 100.0 100.0 Evaluation of customer service about reliability Frequency Valid Percent Valid Percent Cumulative Percent Very reliable 30 20.0 20.0 20.0 Very reliable 35 23.3 23.3 43.3 Normal 60 40.0 40.0 83.3 Unreliable 25 16.7 16.7 100.0 Total 150 100.0 100.0 Evaluation of customer care about availability Valid Cumulative Frequency Percent Valid Percent Very ready 5.3 5.3 5.3 Ready 70 46.7 46.7 52.0 Normal 50 33.3 33.3 85.3 Not ready 17 11.3 11.3 96.7 Very not ready 3.3 3.3 100.0 150 100.0 100.0 Total Percent Evaluation of customer care staff about service attitude Valid Cumulative Frequency Percent Valid Percent Very Good 22 14.7 14.7 14.7 Good 60 40.0 40.0 54.7 Normal 64 42.7 42.7 97.3 Poor 2.7 2.7 100.0 Total 150 100.0 100.0 Percent Evaluation of staff on the Enthusiastic Valid Cumulative Frequency Percent Valid Percent 19 12.7 12.7 12.7 Enthusiastic 47 31.3 31.3 44.0 Normal 76 50.7 50.7 94.7 Indifferent 4.6 4.6 99.3 Very indifferent 7 100.0 150 100.0 100.0 Very enthusiastic Total Satisfaction level after using customer care Percent Valid Cumulative Frequency Percent Valid Percent Very pleased 5.3 5.3 5.3 Pleased 55 36.7 36.7 42.0 Normal 46 30.7 30.7 72.7 Unsatisfied 32 21.3 21.3 94.0 Very Unsatisfied 6.0 6.0 100.0 150 100.0 100.0 Total Percent Or use the form of customer care most Valid Cumulative Frequency Percent Valid Percent By phone 104 69.4 69.4 69.4 Directly to the office 18 12.0 12.0 81.4 20 13.3 13.3 94.7 Online 3.3 3.3 98 Other type 2 100 150 100.0 100.0 At stores, Agents of VNPT Vinaphone Total Percent Like the best form of customer care Valid Cumulative Frequency Percent Valid Percent 35 23.3 23.3 23.3 89 59.3 59.3 82.6 4.7 4.7 87.3 Online 13 8.7 8.7 96 Other type 4 100.0 150 100.0 100.0 By phone Directly to the office Percent At stores, Agents of VNPT Vinaphone Total Do not like the most customer care form Valid Cumulative Frequency Percent Valid Percent 105 70 70 70 4.7 4.7 74.7 10 6.7 6.7 81.4 Online 24 16.0 16.0 97.4 Other type 2.6 2.6 100.0 150 100.0 100.0 By phone Directly to the office Percent At stores, Agents of VNPT Vinaphone Total Evaluate according to the ranking order of customers for Viettel network Valid Cumulative Frequency Percent Valid Percent First 36 24.0 24.0 24.0 Second 41 27.3 27.3 51.3 Third 37 24.7 24.7 76.0 Fourth 22 14.7 14.7 90.7 Fifth 14 9.3 9.3 100.0 Total 150 100.0 100.0 Percent Evaluate according to the ranking order of customers for MobiFone network Valid Cumulative Frequency Percent Valid Percent First 50 33.3 33.3 33.3 Second 42 28.0 28.0 61.3 Third 32 21.3 21.3 82.7 Fourth 21 14.0 14.0 96.7 Fifth 3.3 3.3 100.0 Total 150 100.0 100.0 Percent Evaluate according to the ranking order of customers for VNPT Vinaphone network Valid Cumulative Frequency Percent Valid Percent First 40 26.7 26.7 26.7 Second 35 23.3 23.3 50.0 Third 35 23.3 23.3 73.3 Fourth 26 17.3 17.3 90.7 Fifth 14 9.3 9.3 100.0 Total 150 100.0 100.0 Percent Evaluate according to customers' ranking order for Vietnamobile network Valid Cumulative Frequency Percent Valid Percent First 19 12.7 12.7 12.7 Second 19 12.7 12.7 25.3 Third 26 17.3 17.3 42.7 Fourth 39 26.0 26.0 68.7 Fifth 47 31.3 31.3 100.0 Total 150 100.0 100.0 Percent Evaluate according to customers' ranking order for other networks Valid Cumulative Frequency Percent Valid Percent First 3.3 3.3 3.3 Second 13 8.7 8.7 12.0 Third 20 13.3 13.3 25.3 Fourth 42 28.0 28.0 53.3 Fifth 70 46.7 46.7 100.0 Total 150 100.0 100.0 Percent APPENDIX 03: Some frequently asked questions Some frequently asked questions As far as we know 091, 094, 088, the 08x numbers still not have GPRS support, can you tell us 091, 094, 088, the 08x numbers not provide this service? I GENERAL VNPT VinaPhone has any plans to fix problems such as network congestion QUESTIO that vendors have ever met? NS What is the development strategy of VNPT VinaPhone? His assessment of Vietnam mobile market in the coming time How will the fee for subscribed Family members be calculated? Is there a way for customers to control? Can customers pay usage fees of 091, 094, 088, 08x numbers with ATM card? Why is the payment term stated in the contract: no later than the 10th day of every month, VNPT Vinaphone will send a notice to customers but this has never been received by customers on time regulations? Customers can pay the charges 091, 094, 088, the number of 08x in any way? II Why customers who make calls have the same amount of time but have QUESTIO different tolls? Is the charging system 091, 094, 088, 08x numbers are NS ABOUT THE RATE incorrect? Why did the customer pay the fee last month but in the next month's notice, what is the first debit? Can customers pay by authorized payment? Not until the payment period, have not received the notice of charges but can customers want to pay the advance fee? What is the extra service charge in the charge notice? Why is there a service charge in the detail part of the notice that shows the SMS fee? 10 Customers pay times a month for subscriber number, how will that fee be settled? Can customers be returned? 11 Can customers pay for other people? How to apply for Family package? I am using a prepaid service, I want to switch to an instant merchant package or I have to switch to an integrated package before switching to a merchant package? How long it took me to complete the conversion procedure We register subscriber numbers on a contract, now I want to transfer some subscribers to another contract, I have to pay for all subscriber numbers or just pay the fee of the number to be separated I am using an integrated service but want to switch to using a business service, how to it? III QUESTIO NS ABOUT REGISTR ATION, USE AND CANCEL OF SERVICE How to transfer from prepaid to postpaid? Procedures for transferring from postpaid to prepaid If the message cannot be sent, how long will it be stored on the switchboard before it is deleted? If the customer's phone can write 700 characters, is it counted as newsletter when sending? If Vinaphone's network allows the maximum number of characters of a wrinkled message to be 160 characters, when sending to another network, only one message can have a maximum of 50 characters into many newsletters? If you have to split into several bulletins, how will you charge? 10 How long is the voice message saved and how many messages are stored in voice mail? 11 What is the contract limit of 4,000,000? Why should there be a limit? 12 Why does any VNPT Vinaphone offer any promotion program when using any promotion program? 13 Why customers use Family package to enjoy free 15 minutes and discount policies like integrated packages but also pay only as integrated packages? 14 How does the service block calls to use? Can only block certain numbers? 15 Why use callback service to pay like a regular call? Are other networks charged as VNPT Vinaphone? Source: http://www.vinaphone.com.vn ... QUALITY OF MOBILE PHONE CUSTOMER CARE SERVICE AT TELECOMMUNICATIONS SERVICE CORPORATION VNPT VINAPHONE NÂNG CAO CHẤT LƯỢNG DỊCH VỤ CHĂM SÓC KHÁCH HÀNG THUÊ BAO DI ĐỘNG TẠI TỔNG CÔNG TY DỊCH VỤ VIỄN... networks in ascending order 56 i LIST OF DIAGRAM Diagram 1.1: Determinants of service quality received 25 Diagram 2.1: Organizational structure of VNPT VinaPhone 35 Diagram 3.2: How... Corporation - VNPT VinaPhone 2.1.1 Functions, tasks and organizational structure of VNPT VinaPhone Vietnamese name: Telecommunication Service Corporation - VNPT VinaPhone International name: VNPT VinaPhone