Factors influencing customer satisfaction on using BAEMIN services in the current market

MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM BANKING UNIVERSITY OF HO CHI MINH CITY NGUYEN HOANG THONG FACTORS INFLUENCING CUSTOMER SATISFACTION ON USING BAEMIN SERVICES IN THE CURRENT MARKET GRADUATE THESIS PROPOSAL MAJOR: BUSINESS ADMINISTRATION HO CHI MINH CITY, 2021 MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM BANKING UNIVERSITY OF HO CHI MINH CITY NGUYEN HOANG THONG FACTORS INFLUENCING CUSTOMER SATISFACTION ON USING BAEMIN SERVICES IN THE CURRENT MARKET: THE CASE STUDY ON STUDENTS IN HO CHI MINH CITY GRADUATE THESIS MAJOR: BUSINESS ADMINISTRATION SUPERVISOR PHAM HUONG DIEN, Ph.D HO CHI MINH CITY, 2021 SUPERVISOR’S COMMENT Supervisor PHAM HUONG DIEN i DECLARATION I declare that the thesis “Factors influencing customer satisfaction on using BAEMIN services in the current market” is the result of my own research process Except for references from other research works as stated in the thesis, the survey data and the results of the thesis are honest and not yet published in any research work before ii ACKNOWLEDGE This thesis is the author’s own work, the research results are honest, in which no previously published content or content done by others except for cited quotes in the thesis During my thesis time, I got loads of backings and supportive gestures from numerous people This thesis would not have been accomplished without those valuable input, support, counsel, and advice First and foremost, I would like to express my deepest acknowledge to my advisor – Dr Pham Huong Dien – lecturer at Banking University of Ho Chi Minh City – for her unbelievable and unreserved help, valuable advice and recommendation Thank for her effort and wide knowledge to make my topic possible, her suggestions, direction and advices are always highly appreciated and greatly contributing to the success of this thesis I would also like to express my sincere appreciation to the professors and lecturers for their guidance during my academic years at the University of Banking The knowledge and skills that I have learned, have assisted me in the completing of this thesis Last but not least, honestly the most supported ones are my family and my friends Words fail me to express my thankfulness for my parents for their endless love To all the above, and so many more, I just simply want to say again “Thank you for all your encouragement, support, and love” iii ABSTRACT This study aims to identify and evaluate the factors affecting customer satisfaction when using online food ordering service in Ho Chi Minh City Based on the theory of customer satisfaction, theory of service and previous studies, this research is carried out through methods: qualitative and quantitative research The qualitative method aims to complete the measurement scales and the quantitative method with tools such as descriptive statistics, Cronbach's Alpha, EFA and regression Results from analyzing data collected from 200 observationresearch sample in Ho Chi Minh City show that customer satisfaction when using BAEMIN online food ordering service is influenced by subjective Variety of food, Customer service, Type of promotion, and Perceived price The study also provides implications for the managers of the online ordering businesses to enhance their customers’ satisfaction The study has certain limitations in terms of survey methods and sample size, so the validity of the study may be affected That can be improved in the proposed future studies iv TABLE OF CONTENT CHAPTER 1: INTRODUCTION 1.1 Reason for choosing the topic 1.2 Research objectives and questions 1.2.1 General objectives 1.2.2 Detailed objectives 1.2.3 Research questions 1.3 Research scopes and subjects 1.3.1 Research subjects 1.3.2 Research scope 1.4 Research methods 1.5 Contribution 1.6 Thesis structure CHAPTER 2: LITERATURE REVIEW 2.1 Important Concepts 2.1.1 Concepts of customer satisfaction 2.1.2 Concept of Service 2.1.3 Concept of Service quality 2.1.4 The concepts of competition and pricing 2.2 Theoretical models on customer satisfaction 11 2.2.1 Teboul’s model (1991) 11 2.2.2 Zeithaml & Bitner's model of customer perception of quality and satisfaction 12 2.3 Empirical research on customer satisfaction 13 2.4 Synthesis of factors influencing customer’s satisfaction 15 2.5 Research hypothesis 17 2.6 Proposed research model 19 CHAPTER 3: RESEARCH METHODOLOGY 21 3.1 Research process 21 3.2 Scale formulation 22 3.3 Methods of data collection 25 3.3.1 Questionnaire design 25 v 3.3.2 Survey questions 25 3.3.3 Sample size 26 3.3.4 Survey conducting 27 3.4 Data processing methods 27 3.4.1 Descriptive statistics 27 3.4.2 Cronbach's Alpha scale testing 27 3.4.3 EFA factor analysis 28 3.4.4 Regression analysis 28 3.4.5 Analysis of Variance (ANOVA) 29 CHAPTER 4: RESEARCH RESULTS 30 4.1 Introduction to BAEMIN 30 4.1.1 E-hailing services 30 4.1.2 Characteristics of BAEMIN 30 4.1.3 Features of BAEMIN 31 4.2 Survey data analysis results 31 4.2.1 Descriptive statistical analysis 31 Descriptive statistic for norminal variables 31 Descriptive statistics for ordinal variables 34 Cronbach’s alpha analysis 38 Evaluate Independent Variable Scale 38 Evaluate Dependent Variable Scale 41 4.2.2 Exploratory factor analysis (EFA) 42 EFA analysis for Independent Variable Scale 42 EFA analysis for Dependent Variable Scale 46 4.2.3 ANOVA analysis and linear regression 47 Pearson coefficient analysis 47 Linear regression 48 One way ANOVA analysis 51 4.2.4 Testing the hypotheses of the research model 52 CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS 55 5.1 Conclusions 55 5.2 Managerial implications 55 5.2.1 Perceived price 55 vi 5.2.2 Type of promotion 56 5.2.3 Customer service 57 5.2.4 Variety of food 57 5.3 Limitations and future research directions 58 5.3.1 Limitations 58 5.3.2 Further research directions 58 vii LIST OF ACRONYMS HCMC Ho Chi Minh City VF Variety of food CS Customer service TPR Type of promotion TPA Type of payment AD Application design PP Perceived price CSA Customer satisfaction ANOVA Analysis of variance SPSS Statistical Package for Sciences EFA Exploratory Factor Analysis VIF Variance inflation factor viii the Social 10 Lu, C Y (2020) customer satisfaction towards online purchasing services: Evidence from Small and Medium Restaurant International Journal of Applied Business Research , 13(3), 318-330 11 Lu, H.-P., & Yu-Jen Su, P (2009) Factors affecting purchase intention on mobile shopping web sites Internet Research, 19(4), 442-458 12 Sonali, D D (2019) Measuring Service Quality of Food Delivery Service: A study of Generation Z Journal of Hospitality, Tourism and Leisure, p.12 13 Shiau, W.-L., & Luo, M M (2012) Factors affecting online group buying intention and satisfaction: A social exchange theory perspective Computers in Human Behavior, 28(6), 2431-2444 14 Song, Y E ( 2017) The Effect of Mobile Food Delivery Application Usage Factors on Customer Satisfaction and Intention to Reuse Culinary Science and Hospitality, p.3 15 Sihipman, Z D (2019) Understanding Online Food Ordering : How The Process Result in Satisfaction of The Customer Beykoz Akademi Dergisi, p.10 16 Yasin, S S (2010) An Investigation into The Antecedents of Customer Satisfaction of Online Shopping Journal of Marketing Development and Competitiveness, 22(3), 167-176 17 Zulkarnain Kedah, Y I (2015) Key Success Factor on Online Food Ordering Service : An Empirical Study Malaysian Institute of Management, p.14 18 Zeithaml & Bitner (2000) Services Marketing: Integrating Customer Focus Across the Firm 2nd edition Boston: Irwin McGraw-Hill, p.213 61 APPENDIX 1: FOCUS GROUP DISCUSSION (English version) Part 1: Introduction Dear Mr/Mrs, my name is Nguyen Hoang Thong - a student of Business Administration Department in Banking University Ho Chi Minh City Currently, I am conducting the study “Factors influencing customer satisfaction on using BAEMIN services in the current market” Moreover, your information will be used purely for academic researching purposes Kindly spare few minutes to help me complete the questionnaire Our deep appreciation to your valuable time and support Thank you very much Part 2: Content Question 1: Do you understand the content of the survey? Compared to the original questionnaire taken from foreign research, you think the translation is appropriate? Question 2: There are some phrases that we cannot find the proper expression words, please help me translate Question 3: Is the questionnaire suitable for the actual situation in Ho Chi Minh City area? Thank you for your cooperation 62 APPENDIX 2: FOCUS GROUP DISCUSSION (Vietnamese version) DÀN BÀI PHỎNG VẤN NHÓM TẬP TRUNG Phần 1: Giới thiệu Xin chào anh/chị, Tơi Nguyễn Hồng Thơng – sinh viên khoa Quản trị Kinh doanh trường Đại học Ngân hàng Thành phố Hồ Chí Minh Hiện tơi thực nghiên cứu “Các nhân tố ảnh hưởng đến hài lòng khách hàng sử dụng dịch vụ BAEMIN thị trường nay” Tôi cam kết thông tin anh/chị cung cấp để phục vụ cho trình nghiên cứu Rất mong nhận hợp tác anh/chị Xin chân thành cám ơn! Phần 2: Nội dung vấn Câu hỏi 1: Anh/chị có hiểu rõ nội dung phiếu khảo sát không? So với bảng câu hỏi gốc lấy từ nghiên cứu nuớc ngồi, theo anh/chị, việc chuyển ngữ có phù hợp khơng? Câu hỏi 2: Có số cụm từ chúng tơi khơng tìm từ ngữ diễn đạt thích hợp, mong anh/chị giúp đỡ chuyển ngữ Câu hỏi 3: Bảng câu hỏi có phù hợp với tình hình thực tế khu vực thành phố Hồ Chí Minh hay không? Xin chân thành cảm ơn hợp tác quý anh/chị 63 APPENDIX 3: QUESTIONAIRE (English version) My name is Nguyen Hoang Thong - a student of Business Administration Department in Banking University Ho Chi Minh City Currently, I am conducting the study “Factors influencing customer satisfaction on using BAEMIN services in the current market” Your information will be used purely for academic researching purposes Kindly spare few minutes to help me complete the questionnaire Our deep appreciation to your valuable time and support Thank you very much PART 1: PERSONAL INFORMATION What is your gender? o Male o Female What is your education level? o Fresher o Sophomore o Junior o Senior What is your University? o Banking University o University of Economics o University of Finance - Marketing o International University Have you installed BAEMIN application? o Yes o No How oftent you use BAEMIN per month? o 1-2 times o 3-5 times 64 o 6-10 times o Over 10 times How much income you have per month? o Under 3.000.000 VND o From 3.100.000 VND to 5.000.000 VND o From 5.100.000 VND to 7.000.000 VND o Above 7.000.000 VND 65 PART 2: CONTENT For each of the following, would you please indicate your agreement with the statements below using the following scales: CONTENT Please, you have to stick Strongly “” Disagree Into the selection box on a (1) Disagree Neutral Agree Strongly (2) (3) (4) Agree (5) scale VARIETY OF FOOD - VF VF1 - I am satisfied with the variety of restaurants BAEMIN offer VF2 - I am satisfied with the variety of food choices BAEMIN offer VF3 - Based on the price range in the application, I can order food easily CUSTOMER SERVICE - CS CS1 - I am satisfied using customer service CS2 - I find that it is easy to contact customer service CS3 - I am satisfied with friendliness of customer service TYPE OF PROMOTION - TPR 66 TPR1 – I am satisfied with the promotion code provided by BAEMIN TPR2 – I am satisfied with free delivery fee provided by BAEMIN TPR3 – The promotions help me save my money TPR4 – I am satisfied with the limitation of using voucher per day TYPE OF PAYMENT - TPA TPA1 - I am satisfied with the option of payment in BAEMIN application TPA2 - I am satisfied with the efficiency of payment gateway system TPA3 - I am satisfied when certain restaurant only accept cash on delivery for the payment APPLICATION DESIGN - AD AD1 - I like the interface of the BAEMIN app AD2 - BAEMIN app has more functions than other food delivery apps 67 AD3 - Ordering food through the BAEMIN app is faster and easier than other apps AD4 - BAEMIN application is well compatible with many devices PERCEIVED PRICE - PP PP1 - The price of Baemin's service is reasonable with the quality of the service PP2 - Prices during peak hours are acceptable PP3 - Prices are not too high compared to other services during off-peak hours PP4 - Prices are not high and competitively cheap compared to other services CUSTOMER SATISFACTION - CSA CSA1 - In general, you are very satisfied with BAEMIN customer service CSA2 - In general, you are very satisfied with the rate provided by BAEMIN 68 CSA3 - In general, you are very satisfied experience with of the using BAEMIN CSA4 - In general, you are very satisfied with BAEMIN’s service quality THANK YOU ! 69 APPENDIX 4: QUESTIONAIRE (Vietnamese version) Xin chào anh/chị, Tơi Nguyễn Hồng Thơng – sinh viên khoa Quản trị Kinh doanh trường Đại học Ngân hàng Thành phố Hồ Chí Minh Hiện tơi thực nghiên cứu “Các nhân tố ảnh hưởng đến hài lòng khách hàng sử dụng dịch vụ BAEMIN thị trường nay” Tôi cam kết thông tin anh/chị cung cấp để phục vụ cho trình nghiên cứu Rất mong nhận hợp tác anh/chị Xin chân thành cám ơn ! PHẦN 1: THƠNG TIN CỦA NGƯỜI KHẢO SÁT Giới tính Bạn gì? o Nam o Nữ Bạn sinh viên năm mấy? o Năm o Năm o Năm o Năm Bạn học trường đại học nào? o Đại học Ngân Hàng o Đại học Kinh Tế o Đại học Tài Chính – Marketing o Đại học Quốc Tế Bạn tải ứng dụng BAEMIN chưa? o Rồi o Chưa Tần suất sử dụng BAEMIN tháng bạn là? o 1-2 lần o 3-5 lần 70 o 6-10 lần o Trên 10 lần Thu nhập tháng bạn? o Dưới 3.000.000 VNĐ o Từ 3.100.000 VNĐ đến 5.000.000 VNĐ o Từ 5.100.000 VNĐ đến 7.000.000 VNĐ o Trên 7.000.000 VNĐ 71 PHẦN 2: NỘI DUNG (ĐÁNH GIÁ) Với nhân tố sau Anh/chị vui lòng cho biết mức độ đồng ý phát biểu cách sử dụng thang đo sau: NỘI DUNG Rất Anh /chị vui lòng đánh dấu “” vào ô lựa chọn theo thang điểm không Không Không Đồng Rất đồng đồng ý ý kiến ý ý (2) (3) (4) (5) đồng ý (1) SỰ ĐA DẠNG VỀ THỨC ĂN - VF VF1 - Tôi hài lòng với việc BAEMIN cung cấp nhiều lựa chọn nhà hàng VF2 - Tơi hài lịng với việc BAEMIN cung cấp nhiều lựa chọn ăn VF3 - Dựa theo phạm vi giá ứng dụng, tơi gọi đồ ăn cách dễ dàng DỊCH VỤ KHÁCH HÀNG - CS CS1 – Tơi hài lịng với dịch vụ khách hàng CS2 - Tôi thấy dễ dàng để liên hệ với dịch vụ khách hàng CS3 - Tơi hài lịng với thân thiện dịch vụ khách hàng 72 CÁC LOẠI KHUYẾN MÃI - TPR TPR1 – Tơi hài lịng với mã khuyến BAEMIN cung cấp TPR2 – Tơi hài lịng với ưu đãi giao hàng miễn phí BAEMIN cung cấp TPR3 – Các chương trình khuyến giúp tơi tiết kiệm tiền TPR4 – Tơi hài lịng với giới hạn sử dụng voucher ngày CÁC LOẠI HÌNH THANH TỐN - TPA TPA1 - Tơi hài lịng với tùy chọn tốn ứng dụng BAEMIN TPA2 - Tơi hài lòng với hiệu hệ thống cổng tốn TPA3 - Tơi hài lịng số nhà hàng chấp nhận toán giao hàng THIẾT KẾ CỦA ỨNG DỤNG - AD AD1 - Tôi thích giao diện ứng dụng BAEMIN 73 AD2 - Ứng dụng BAEMIN có nhiều chức ứng dụng giao đồ ăn khác AD3 - Đặt đồ ăn qua ứng dụng BAEMIN nhanh dễ dàng ứng dụng khác AD4 - Ứng dụng BAEMIN tương thích tốt với nhiều thiết bị GIÁ CẢM NHẬN - PP PP1 - Giá dịch vụ Baemin hợp lý với chất lượng dịch vụ PP2 - Giá cao điểm chấp nhận PP3 - Giá không cao so với dịch vụ khác thấp điểm PP4 - Giá chung không cao rẻ cạnh tranh so với dịch vụ khác SỰ HÀI LÒNG KHÁCH HÀNG - CSA CSA1 - Nói chung, bạn hài lịng với dịch vụ chăm sóc khách hàng BAEMIN 74 CSA2 - Nhìn chung, bạn hài lịng với mức giá BAEMIN cung cấp CSA3 - Nhìn chung, bạn hài lòng với trải nghiệm sử dụng BAEMIN CSA4 - Nhìn chung, bạn hài lịng với chất lượng dịch vụ BAEMIN CHÂN THÀNH CẢM ƠN ! 75 ... influencing customer satisfaction on using food ordering service in the current market Therefore, I decided to choose the topic: ? ?Factors influencing customer satisfaction on using BAEMIN services in. .. “ Factors influencing customer satisfaction on using BAEMIN services in the current market? ?? collects survey data, thereby analyzing and evaluating the factors affecting customer satisfaction. ..MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM BANKING UNIVERSITY OF HO CHI MINH CITY NGUYEN HOANG THONG FACTORS INFLUENCING CUSTOMER SATISFACTION ON USING BAEMIN SERVICES IN THE