Research on factors influencing customer’s satisfaction in service quality at dat xanh real estate agency

MEIHO UNIVERSITY Graduate Institute of Business and Management MASTERS THESIS Research on Factors Influencing Customer’s Satisfaction in Service Quality at Dat Xanh Real Estate Agency In partial fulfillment of the requirements for the degree of Masters of Business Administration Advisor: Dr Wei-Shuo Lo Co-advisor: Dr Le Cao Thanh Graduate Student: Tran Viet Khoa December, 2010 ACKNOWLEDGMENTS First of all, I sincerely acknowledge the help of the Board of Directors of Ho Chi Minh City University of Industry, Vietnam (HUI) and the Board of Directors of Meiho University, Taiwan (MU) for giving me the opportunity to study and research in this program I am taking this great pleasure to sincerely express my deep gratitude and sincere thanks to Dr Wei-Shuo Lo, Dr Le Cao Thanh for giving me fullest supports to the fulfillment of this important graduation exercise During my participation in the course, their valuable comments and remarkable advice changed my mind I also want to send my deepest thanks to all the professors from both universities as well as my colleagues who helped me to finish this research The thesis can be fulfilled with many helps and support from many people and I always remember all the kindness Best wishes! I Research on Factors Influencing Customer’s Satisfaction in Service Quality at Dat Xanh Real Estate Agency ABSTRACT Real estate brokerage is a prospective and highly profitable business Customers’ satisfaction is essential Since the current market of brokers has become saturated, each must have strategic methods and an established competitive edge in order to attract customers and grow These ideas have led to this study “Research on factors influencing customers’ satisfaction in service quality at Dat Xanh real estate agency.” This research aims to: (1) Determination of impacts and relative importance of impacts to customers’ satisfaction over the quality of real estate brokerage service at DatXanh trading floor; (2) Evaluation of customers’ satisfaction from exploitation of real estate brokerage service at DatXanh trading floor; (3) Suggestion for improvement of real estate brokerage service at DatXanh trading floor factors affecting customer satisfaction DatXanh company include: (1) Reliability, (2)Responsiveness, (3) Assurance, (4) Empathy: (5) Tangibility, (6) Price, (7) Brand reputation; To explain the three research objectives authors conducted research topics through the following steps; Research progress in two periods: preliminary research and official research Preliminary research is in progress with quantitative methods through customers’ direct interview This step discovers factors that impact customers’ satisfaction besides the factors given in the research model Official research is in progress with qualitative methods through question tables This step evaluates measured scales, determines important levels of factors, estimate customers’ satisfaction and also tests the theory above All of these problems will be presented in the following five chapters Keywords: Influencing Factors, Customer Satisfaction, Service Quality, Case Study II Research on Factors Influencing Customer’s Satisfaction in Service Quality at Dat Xanh Real Estate Agency Contents ACKNOWLEDGMENTS I ABSTRACT II Contents III Tables VI Figures VII Chapter1 Introduction 1.1 Introduction 1.1.1 Overview of real estate market in Ho Chi Minh City 1.1.2 Reason for this study 1.2 Objects 1.3 Realistic Meaning 1.4 Subjects and Scope of Study Chapter Literature Review 2.1 Theory on Service Quality 2.1.1 Definition 2.1.2 Features of the service field 2.1.3 Pattern of service quality 2.1.4 Distance in the feeling of quality 2.1.5 Assessment of service quality 2.2 Satisfaction Theory 2.2.1 Definition of satisfaction 2.2.2 Satisfaction models 2.3 Introduction on the Operation of Dat Xanh Real Estate Exchange 12 2.3.1 Properties of real estate 12 2.3.2 Activities of DatXanh Company 13 2.4 Research Model of Service Quality 14 Chapter Research Designation 16 3.1 Research Design 17 III 3.1.1 Qualitative research 17 3.1.2 Quantitative research 17 3.1.3 Measurement scale 18 3.2 Developing Research 18 3.2.1 Quantitative research 18 3.2.2 Quantitative research 23 3.3 Verifying Sample Size 23 Chapter Research Analysis 24 4.1 Descriptive Statistics 24 4.1.1 Descriptive chart 24 4.1.2 Value of variables in chart 25 4.2 Estimating the Measure 28 4.2.1 Reliability measurement 29 4.2.2 Factor analysis 31 4.3 The Official Research Model 34 4.4 Testing Model 35 4.4.1 Analysing interrelation (Coefficient Pearson) 35 4.4.2 Regression analysis 36 4.4.3 Analysis of false local (ANOVA) 39 4.4.4 Verify the hypothesis of the model 40 4.4.5 Assess the level of customer satisfaction 41 4.4.6 Petitions to improve service quality 43 Chapter Significance Andconclusion 48 5.1 Summary the Research Topic 48 5.2 Results and Contributions of Research 49 5.2.1 Scales measuring quality of services in DatXanh’s real estate post 49 5.2.2 Price’s scale 49 5.2.3 Brand’s reputation scale 49 5.2.4 Customers satisfaction’s scale 50 5.2.5 Practical significance 50 5.3 Limits and Next Research Directions 50 References 52 APPENDIX 54 Appendix 54 IV Appendix 55 Appendix 57 Appendix 58 Appendix 59 V Tables Table 2-1 Describe Factors in the Research Model 14 Table 3-1 Research Steps 17 Table 3-2 Concept Measured Scale 18 Table 3-3 SERQUAL Service Quality Measured Scales 19 Table 3-4 Corrective SERQUAL .20 Table 3-5 Trust Scale 21 Table 3-6 Trust Scales- Guido Mollering after Correcting 22 Table 4-1 Describing Chart’s Part .25 Table 4-2 Statistics Result Describes Variables in Model .26 Table 4-3 Chart of Fluctuation Quality of Variable SAT01 28 Table 4-4 Coefficient Cronbach Alpha of Measures in Model 29 Table 4-5 Result of Combination Factor Analysis 33 Table 4-6 Correlation Matrix .36 Table 4-7 Regression Analysis’s Result 37 Table 4-8 The Collective Table of Test results 41 Table 4-9 Statistical Integrated Variables Value Table .41 VI Figures Figure 2-1 Parasuraman, Zeithaml, & Berry (1985) Figure 2-2 Pattern of Feeling-based Quality (Bui Nguyen Hung, 2004) Figure 2-3 Tabul Model, 1981 .9 Figure 2-4 Kano Model (1984) 11 Figure 2-5 Customer Satisfaction Model Based on Function and Relationship 11 Figure 2-6 Initial Research Model .15 Figure 3-1 Research Procedure 16 Figure 4-1 The Performing Research Model .34 VII • Interested in customers more • Staff treated kindly customer The author’s proposed solution as follows: ) Organize programs of care clients, gift movie tickets, voucher, invite customers to participate in conferences, organize travel tour for customers ) Slogan " always share with customers", "always be friendly with customer", " always serve customer kindly" is one of the criterion to estimate quality of staff at the end of year and remind employees always have a better service attitude ¾ Tangibility Two variables in the feedback level influences customer satisfaction It is assessed at fairly level (the average value from 4.28 to 4.3) Ventilated dealing area.Second, hygienic dealing area.From that we can see these factors are accessed at high level They should maintain and promote 4.4.6.2 Price Two variables in the feedback level influences customer satisfaction It is assessed at fairly level (the average value from 4.28 to 4.3).Customer can afford Green land’s price Second quality of property have to be consistent with what the customer receives From that we can see these factors is accessed at neutrallevel It mean that the current price still expensive Regression result show that the price (regression coefficient 0.036, 4th rate in model) less influence customer’s satisfaction compared with another factors Maybe when the property market always increases price and it is one of the potential channel investment,so the customer usually easy to accept a higher price to get property In other to contribute to enhance the customer's satisfaction, improvement goals are set out as follows • Build more reasonable price policy The proposed solution as follows: • For those clients regularly to deal the property, Green Land policies should have priority for these customers by selling the property with beautiful location, highly benefit, and discount for a more quantity 45 • Adjust pay period in several time, each payment takes fixed time and the reasonable amount paid in each payment • Discount for customer with one-time cash payment 4.4.6.3 Brand reputation Factor analyst research show that in brand’s reputation, there are variance impacts on the customers’ satisfaction are estimated in average (average value from 3.84 to 4.32) The first is “the consultant consult product that the customers need (2.94)” Next is fast solving customers complaint(3.64), DatXanh to the promise( 3.74), staff have knowledge to answer the customers question clearly(3.85), DatXanh have leading expert (3.98), always consult product well(4.19), DatXanh have many good staff(4.23), DatXanh have good flame (4.26), customers believe buying good product(4.32) Improving aims are given: • Make the customers feel they are consulted their necessary product • Make the customers be assured that DatXanh solve their complaint fast • Make the customers be assured that DatXanh always the promise • Always improve fast knowledge to answer clearly to the customers’ question • Having policy to hold and attract excellent expert to DatXanh • Make customers believe that DatXanh always consult good product • Make customers trust that DatXanhhas many good consultants • Expand the flame of DatXanh • Make customers trust that they have bought good product of DatXanh From the target above, the authors propose the following solutions: • Provide more products for customers to have more choice • Make a progress solve customers’ complaint, the manager of trading post it directly on thought that customers are God If the staffs make a mistake, they must sorry the customers and get discipline for the mistake level • Build a hotline (phone or email) directly to the trading post’s director for collecting the feedback from customers and adjusting unreasonable point in management ways of DatXanh 46 • Organizing short-term training for the staff in the trading post to improve knowledge and technique • Cooperate with the reporter to participate in the analysis programs about the country real estate market That’s make more people know about DatXanh • Cooperate and distribute product of Prestige Company, which have had experiences about real estate up to now Establishes department with main function is assess market before signing a contract to distribute property It help customer believe that Green land counsel good product for them Customer will believe that they buy a best product • Organizing the sale competition If staffs achieve numbers of sale Their name will be appeared on the staff news Staffs will try their best to improve sale skill and customer will know Green land have a lot of good staffs • Giving advertisement of DX on multimedia Cooperate with other organizations to sponsor buidingschools for ethnic remote area, raising mothers of Vietnamese heroes Those will help DatXanh balance its profits, customer’s profits and profits of society 4.4.6.4 Helping solutions After realistic survey and from customers’ ideas, author gives some helping solutions to raise the customers’ satisfaction: Give more staff helping customers park their motorcycle because customers are difficult in parking their motocycle due to heavy traffic at this area Put the contribution mailbox at places where the customers are easy to find to contribute their idea for DatXanh 47 Chapter Significance Andconclusion Contents Chapter includes: (1) summary the research topic, (2) results and contributions of research, (3) limits andnext research directions 5.1 Summary the Research Topic The purpose of this research is finding, adjusting aspects of services quality at DatXanh real estate post and measuring customer’s satisfaction as trading real estate in this post According to the author’s assessment, three original goals have been solved: To identify the impact factors and the relative important level of the factors effect on the customer’s satisfaction against overhaul and treatment services at DatXanh real estate post To evaluate the customer’s satisfaction when they’re using the real estate agency service at DatXanh Requesting to make the quality of service better Theory foundation and model are explained in chapter two, the initial model say that there’re three main factors impact to the customer’s satisfaction: quality of service, price and brand’s reputation The quality of services including factors:Reliability, Responsiveness, Assurance, Empathy, Tangibility In chapter 2, the initial model has factors impact to the customer’s satisfaction: Reliability, Responsiveness, Assurance, Empathy, Tangibility, price and brand’s reputation Chapter focus on presenting the methods used for researching, including main steps: (1) Preliminary research and (2) Official research Preliminary research use quantitative methods with direct discusstechnique through a prepared outline This step determine what the customer expected when they trading real estate at DatXanh As a customers, what factors make them satisfied when they coming to DatXanh? From there, adding and editing the scale, research model and then building a question table for official research Official research is made by quantitative methods with interviewing customer directly technique through a question table when they trading real estate at DatXanh with valid sample size collected is n=171 The scale’s reliability is evaluated by Cronbach 48 Alpha, analyzed EFA’s factor After that, analyze multivariate regression, test theoretical model and hypothesis Specific results of official research are explained in chapter Chapter is the last part of the essay In that chapter, the author present significance and conclusions include main parts: (1) Summary the research topic, (2) Results and contributions of research, (3) The restrictions of this research and suggestion for the next one 5.2 Results and Contributions of Research 5.2.1 Scales measuring quality of services in DatXanh’s real estate post According to researchers, service quality’s scale of Parasuraman include components with 21 observed variance without consistency when using in specific type of service, different research’s environment( culture, geography….) Therefore, when using this measurement scale in a certain type of services needed additional special variance into 21 variance of this measure (or eliminate some variance) to obtain an appropriate scale suitable for researching type of service Results of the research of this topic show that the quality of examination and treatment services including components: (1) Responsiveness, (2) Assurance, (3) Empathy, (4)Tangibility Two components price and brand’s reputation in Servqual’s scale not reach distinguish value In theory, these two components are maybe two separate components but in practical side of the real estate agency service at DatXanh post, they combine into a unidirectional concept called brand reputation So that the scale measures agent real estate service’s quality include: (1) Responsiveness, (2) Assurance, (3) Empathy, (4)Tangibility 5.2.2 Price’s scale The result of research show that, for the type of agent real estate service, price component is evaluated by customers through observed variables: (1) Suitable price for the product, (2) Suitable product’s price 5.2.3 Brand’s reputation scale Brand’s reputation scale is considered as a general assessment of customers to suppliers However, depend on the service type and research’s environment so that we make a suitable addition 49 The result of research show that, for the type of agent real estate service, reliability and brand’s reputation in the Servqual scale not reach distinguish value In theory, this two components are maybe two separate components but in practical side of the real estate agency service at DatXanh post, they combine into a unidirectional concept called brand reputation which are evaluated by customers through observed variance: (1) Staff consulting products that customers need, (2) Quick handling complaints, (3) DatXanh does the promise, (4) The staff have knowledge to answer the question of customers clearly, (5) There’re top experts at DatXanh, (6) Good consulting, (7) DatXanh has good staff, (8) DatXanh has good reputation, (9) Customers believe that they’re buying good product 5.2.4 Customers satisfaction’s scale The satisfaction of customers to agency real estate services quality is effected by main factors: (1) Responsiveness, (2) Assurance, (3) Empathy, (4) Tangibility 5.2.5 Practical significance In practical, result of research provided DatXanh real estate post’s administrator for a detail view about aspects below: Serve quality of DatXanh is evaluated by customers in recent Prices impact on the customers’ satisfaction as trading real estate at DatXanh The Brand’s reputation impacts on the customers’ satisfaction as trading real estate at DatXanh Determining factors need to be improved in order to raise the customers’ satisfaction Besides that, the initial result of research brings DatXanh a tool to measure the service quality of DatXanh in specific period In addition, this result will be useful information to DatXanh’s administrators for better strategic activities 5.3 Limits and Next Research Directions Besides the contributions, there are some limitations in this research: Because this research only surveyed on DatXanh’s customers in a short period in HCM city, so the general of research isn’t good 50 Limit of analytical methods, this research use regressive analysis to define cause and effect relation between quality components, prices with the customers’ satisfaction, but they cannot define the relationship between service quality, prices and among quality component Therefore, the results maybe not reflect exactly the relationship among this definition Different researches which are based on this research, with higher data cultivation equipment in bigger quantities of sample will bring better general result To set up a measure scale in real estate trading post in Viet Nam, this is necessary to repeat the same research for them in all part of Viet Nam 51 References Gerbing W.D&J.C Anderson An Update Paradigm for scale 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McGraw-Hill/Professional Joseph F.Hair, Jr- Rolp E Anderson- Ronald L.Tatham- William C Black, Multivariate Data Analysis, Macmillan Publishing Company MarijaJ.Norusis, SPSS for Windows Professional Statistics Releasr 6.0, SPSS Inc, 1993 Marija J Norusis, SPSS for windows Base System User’s Guide, SPSS Inc, 1993 Morris B.Holbrook, Customer Value, London and New York Nguyễn Đình Thọ – Nguyễn Thị Mai Trang, Resource Marketing manager, University Housing national export table TP.HCM, 2003 Nguyễn Đình Tho & ctg, Measuring the quality of services ivui play outdoors recreation in HCMC, 2003 Nunnally.J & I.H Bernstein, Pschychometric Theory, 3rd, ed., New york: McGraw- Hill, 1994 52 Parasuraman University of Miami, TRI/SERVQUAL/LibQUAL+TM, Library Assessment and Benchmarking Institute (LAB 2002), Monterey, CA, September 13, 2002 Parasuraman -LeonardL.Berry – ValarieZeithaml, Understanding, measuring, and improving Service Quality, Finding from a MutiphaseReseach Program Philip Kotler, These cups whole market utieap, publishers of statistics, 2001 (VietNam) Võ Văn Huy, applications SPSS for Windows, NXB scientific and technical, 1997 53 APPENDIX Appendix 1: OUTLINE DISCUSSION Hello customers I am Tran Viet Khoa, High school teachers managed the business school industry depends MyHoa universities I am now done Composition proceed to graduation with the topic is “Research on factors Influencing customer’s satisfaction in service quality at Dat Xanh real estate agency” Dear customers expect you little time aside to discuss with me about this matter Content of these discussions is for the search the factors that customers expect from service men Property tissue at the Green Land Ideas of your customers are evaluating very high because they work to help improve and enhance the quality of customer service DatXanh increasingly more effective When there is need for buying real estate, you often go to customers where to buy Property? According to your customers, when referring to quality of services it must DatXanh of factors including who to? Why? (suggestions and make the elements of Parasuraman) According to whom your customers are important factors and any factors are not important? According to your training customers should factor prestige brand of the company Property transaction Why? According to your customers, other than those updated scores above issues are also a factor which may cause the customer is not satisfied, why? Thank you have a customer take the time to discuss with us, your contributions these customers will contribute to increase the quality of services the company's Property in the future 54 Appendix 2: Customer Survey in Dat Xanh Real Estate Trading Floor Ladies and gentlemen! We are the research group from My Hoa University We are progressing surveying customer’s ideas for Dat Xanh real estate trading floor (abbreviated as Dat Xanh) The information from researching will help us enhance service quality of Dat Xanh a lot This survey does not evaluate right and wrong point of view but all of outlooks are useful information for research of service quality of Dat Xanh Question 1: Following statements have a close relation with Dat Xanh trading floor According to the below instruction board, please show us your agreeable level by crossing (6) at suitable squares: Very disagreeabl Disagreeable Average Agreeable Very agreeable Survey Content Statements Opinion Dat Xanh always follow its promises to you You always believe that Dat Xanh consults good products You always believe that your products you bought are the best Dat Xanh just helps you consult products you need 1 1 2 2 3 3 4 4 5 5 Dat Xanh employees are always ready to help you 10 11 Dat Xanh always responds your demands Dat Xanh employees serve you fast and punctually It take you a little bit time to wait for trading employees Trading time is fast of real estate trading in Dat Xanh is always accurate for you Dat Xanh employees make you reliable Dat xanh employees have enough knowledge to answer your questions exactly You always feel in safe when buying real estate in Dat Xanh 1 1 1 2 2 2 3 3 3 4 4 4 5 5 5 5 Dat Xanh deals with your complains fast Dat Xanh employees pay special attention to your products you need Dat Xanh employees always treat and listen to you considerately Nhân viên Đất Xanh quan tâm đến Anh/Chò 1 2 3 4 5 5 Dat Xanh employees always concern about you Facilities of Dat Xanh are modern Trading area is clean Trading area is airy Trading area is secure The uniform of Dat Xanh employees is beautiful 1 1 2 2 3 3 4 4 5 5 5 12 13 14 15 16 17 18 19 20 21 22 23 25 26 The real estate price level in Dat Xanh is reasonable compared with what you get The real estate price level in Dat Xanh is reasonable for your income You feel reliable when trading in Dat Xanh 1 2 3 4 5 27 Dat Xanh has the prestige in real estate field 24 55 28 There are many experts who are on top in the branch in Dat Xanh 29 Xanh has many good intermediary employees Question 2: Please circle the suitable number depending on convention in the board: ¾ Please indicate your level of satisfaction when using the service at DatXanh: Very Unsatisfied Satisfied Average Satisfied Very Satisfied ¾ Will you come back DatXanh if you have the demand next time? Completely unsure Fairly unsure Unknown Fairly sure Completely sure ¾ Do you introduce your acquaintances to DatXanh when they have the demand? Completely unsure Fairly unsure Unknown Fairly sure Completely sure Please contribute more other opinions so that Dat Xanh can serve you better and better : Please let us know your personal information for statistic: Age: Sex: standard: Income: Educational … 18 – 30 … 31 – 40 … 41 – 55 … Over 55 … Male … Female … Secondary/high school … Intermediat e … College … Over University … < millions dong … 5-12 millions dong … 13-20 millions dong … >20 dong millions Thank you honestly for spending time answering the survey board Wish you and your family always healthy and achieve a lot of success in work as well as in life 56 Appendix 3: FACTOR ANALYSIS A STEP KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity 805 Approx Chi-Square 2522.341 df 231 Sig .000 Pattern Matrix(a) Factor 29.DX co NV gioi 992 28.DX co chuyen gia hang dau 801 27.DX co danh tieng 734 3.Tin mua SP tot 634 2.Tu van SP tot 630 1.Thuc hien dieu huu 567 14.Su ly khieu kien nhanh 477 -.289 -.279 267 322 -.253 238 351 8.Thoi gian gap NV nhanh 654 9.Thoi gian GD nhanh 558 6.VN dap ung nhu cau 540 266 330 17.NV co thai quan tam 16.NV cu su an can 15.TV san pham can 228 657 295 272 10.Giao BDS dung hen 7.VN PV nhanh, dung hen 335 254 797 -.258 649 249 545 25.Muc gia phu hop 933 24.Muc gia nhan duoc hop ly 928 20.Khu vuc Gdich sach 958 21.Khu vuc Gdich thoang,mat 840 11.NV tao su tin tuong 12.NV co kien thuc 26.Tin tuong Gdich tai DX 240 400 804 533 334 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in 10 iterations 57 415 Appendix 4: CHART Dependent Variable: F_SAT 50 Frequency 40 30 20 10 Mean = -4.5E-15 Std Dev = 0.99 N = 302 -3 -2 -1 Regression Standardized Residual Normal P-P Plot of Regression Standardized Residual Dependent Variable: F_SAT 1.0 Expected Cum Prob 0.8 0.6 0.4 0.2 0.0 0.0 0.2 0.4 0.6 0.8 1.0 Observed Cum Prob Scatterplot Dependent Variable: F_SAT Regression Standardized Residual -1 -2 -3 1.00 2.00 3.00 4.00 5.00 F_SAT 58 Appendix 5: ANOVA ANALYSIS OF THE INCOME Descriptives Descriptives F_Sat N Std Deviation Mean Std Error 95% Confidence Interval for Mean Lower Upper Bound Bound 3.4480 4.4343 3.6911 4.2927 ' < million' '5 - 12 million' 17 41 3.9412 3.9919 95913 95303 23262 14884 '13-20 million' 68 4.0147 1.12034 13586 3.7435 45 4.3259 82416 12286 171 4.0838 99613 07618 '> 20 million' Total Minimu m Maximu m 1.00 1.67 5.00 5.00 4.2859 1.00 5.00 4.0783 4.5735 1.67 5.00 3.9334 4.2342 1.00 5.00 Test of Homogeneity of Variances F_Sat Levene Statistic 1.995 df1 df2 167 Sig .117 ANOVA F_Sat Between Groups Sum of Squares 3.655 df Mean Square 1.218 988 Within Groups 165.032 167 Total 168.687 170 59 F Sig 1.233 299 ... of real estate brokerage service at DatXanh trading floor; (2) Evaluation of customers’ satisfaction from exploitation of real estate brokerage service at DatXanh trading floor; (3) Suggestion... Factors Influencing Customer’s Satisfaction in Service Quality at Dat Xanh Real Estate Agency Chapter1 Introduction This chapter includes four sections: (1) Introduction, (2) Objects, (3) Realistic... Guido Mollering after Correcting Brand Reputation You believe when trading at DatXanh DatXanh’s prestige in real estate field Many leading expert at DatXanh Many excellent broker at DatXanh 3.2.1.3