CHAPTER 2: SITUATION OF LOGISTICS SERVICE QUALITY AT
2.4. Actual situation of logistics service quality at Vinalines Logistics Joint
2.4.1. Research Methods
To assess the customer's perception of the quality of Logistics services of Vinalines Logistics Vietnam Joint Stock Company, the company has designed a survey questionnaire to send to customers based on the RATER model. The purpose of this study is to find out the customer's assessment of the quality of logistics services of Vinalines Logistic. From there, find out the points where customers are not satisfied with the Company's Logistics services, the causes as well as the requirements to be able to make suggestions to help improve the quality of the Company's Logistics services. Because of the conditions of time as well as distance, the survey is done via customer email. Due to information security conditions, the writer would like to not provide specific information about customers participating in the investigation, but only provide evaluation results after collecting investigation results.
The survey process is as follows:
Step 1: Set up the survey;
Step 2: Determine the overall sample of the study. There are more than 150 businesses already using Logistics services of Vinalines Logistics Vietnam Joint Stock Company;
Step 3: Conduct the survey: Contact businesses before sending the form and Send the survey by email to the businesses, the person in the survey is the authorized person and is related to the use of Logistics services of Vinalines.
The survey was carried out for 1 month from May 1, 2021 to June 1, 2021 . Step 4: Synthesize the survey: After withdrawing the votes, conduct a vote count and select valid votes;
Step 5: Use the survey results for analysis;
2.4.2. Research scale design and research model 2.4.2.1. Building a questionnaire scale
In order to accurately assess customer satisfaction with the quality of Logistics services of the Company, the Company has built a questionnaire based on 5 factors affecting satisfaction, namely reliability, responsiveness, assurance, empathy, and tangible means.
Specifically, the questionnaire will be built as follows:
• Reliability component: Reliability represents the ability to perform services accurately and safely of goods to meet customer requirements. The scale consists of 4 questions:
Serial
1
2
3 4
• Component responsiveness: Responsiveness is expressed in responding to customer requests for services and information in the fastest and most professional manner. The scale consists of 3 questions:
Table 2.9: Scale of responsiveness Serial
1 The company solves customer queries quickly
2 The company always performs the service consistently
The Company's services are always diverse and available 3 (whenever and wherever).
• Assurance component: Being able to brand assurance is providing customers with confidence in the capabilities of the business. The scale consists of 4 questions:
Table 2.10: Scale of assurance ability Serial
1
2
3
4
• Empathy component: Empathy is expressed in making efforts to understand the needs of customers, showing concern and care for each individual customer. The scale consists of 3 questions:
Table 2.11: Scale of empathy Serial
1
2
3
54
• Components of tangible means: Tangibles include elements of vehicles, facilities, employee appearance, equipment used in providing services, documents serving communication... The scale consists of 4 questions:
Table 2.12: Scale of tangible media Serial
1 2 3
4
• Components of the overall satisfaction rating:
Serial
Customers are completely satisfied with the service provided by
1 the Company
Customers will continue to transact with the Company in the
2 near future
2.4.2.2. Build the answer scale
The answer will be built by the author based on the Likert scale. The Likert scale is used to measure the attitudes of the surveyed people by choosing to answer according to the levels from very dissatisfied to very satisfied and numbered respectively from 1 to 5. Specifically as follows:
Serial 1 2 3 4
55
Survey method: send the evaluation questionnaire to 115 customers of the Company during the period from May 1, 2021 to June 1, 2021 and receive 101 valid answer sheets.
Because of objective conditions, the survey took place during the outbreak of the disease, so only 101 customers of Vinalines Logistics were collected feedback by online survey, but these are the opinions of The Company's most frequent customers thereby also partly assess the status of the Company's logistics service quality.
2.4.2. Survey results on the quality of logistics services of the Company Based on 101 survey questionnaires obtained, the results of customers' evaluation of the Company's logistics service quality are analyzed below.
a) Reliability:
Reliability
60%
50%
40%
30%
20%
10%
0%
(1) (2) (3) (4)
Completely satisfied Satisfied Normal Unsatisfied Completely unsatisfied
Graph 2.5: Customer satisfaction on reliability of the company VIMC
Note:
(1) The company always provides goods reliably (to fulfill its commitment to deliver and receive goods on time)
(2) The company always ensures safe goods
(3) The company always ensures the accuracy of documents
(4) The company always conducts the documentation procedures quickly
• The company always provides goods reliably (according to commitments to deliver and receive goods on time): According to the specific results of the survey, the majority of customers (corresponding to 70%) choose to rate the goods. The price of the Company's service quality is normal at the time of delivery of the Company's goods. In fact, when delivering goods, there are many problems that arise. At any stage, there may be problems causing delays to the delivery schedule. It can be objective reasons for force majeure such as rainstorms, accidents. It can also be caused by the seller's late delivery or by the consignee's trouble with the documents, payment or goods subject to inspection, delaying the delivery. However, the Company always tries to complete the delivery time as accurately as possible.
• The company always ensures safe goods: 85% of the surveyed customers have positive reviews about the goods guarantee. In terms of quality, ensuring the safety of goods delivered and delivered, from packaging to transportation, warehousing, are managed by the Company's employees.
However, there are still cases where the delivery of goods is not as original due to the loading staff of the other party, there is a wet shipment that partially affects the quality of the goods. Although these are only very rare cases, they can also affect the reputation of the Company.
• The company always conducts the documentation procedures quickly:
This is one of the issues with the most positive feedback from customers. Up to 94% of customers feel satisfied with the time to complete the documents of the Company. As a subsidiary of Vietnam National Shipping Lines, which is a reputable company in Vietnam's maritime industry, Vinalinas Logistics has a close relationship with customs branches. Therefore, customs declaration documents are carried out quickly and smoothly, and arising problems are resolved more easily.
b) Responsiveness
Responsiveness
60%
50%
40%
30%
20%
Graph 2.6: Level of customer satisfaction with the response of VIMC Company
Note:
(1) The company solves customer queries quickly
(2) The company always performs the service consistently
(3) The Company's services are always diversified and available (whenever and where).
• The company solves customer queries quickly: In general, 90% of customers are satisfied with the company's customer care service. The staff is always dedicated to answer every time customers have questions or have problems with logistics services. This is the reason why most of the surveyed customers have positive feedback about the Company's customer service.
• The company always performs services consistently: Most of 70% of customers have positive feedback on the consistency of the Company's logistics services, appreciating the efforts to develop the service system of the Company.
Company. However, there is still a small part of feeling unsatisfied with the Company's Logistics services, many customers reflected in the survey that there are still many inconsistent processes and procedures that make the
delivery delay and prolong the time. This has created apprehension for customers about the Company's logistics services.
•The Company's services are always diversified and available (whenever and where): About 65% of customers surveyed are satisfied with the Company's available logistics services. However, 35% of customers think that such services are not really diverse compared to their logistics service needs. In the personal opinion section of the survey, many customers expressed their wish that the company should supplement and update some other logistics services such as ECUS5 VNACCS customs declaration software, ..
c) Assurance
Assurance
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
(1) (2) (3) (4)
Completely satisfied Satisfied Normal Unsatisfied Completely unsatisfied
Graph 2.7: Customer satisfaction on the assurance factor of VIMC Note:
(1) Customers know a lot of information through the advice of the Company's staff
(2) The company's ability to track freight is good, always guaranteed
(3) Attitude and service of the company's employees are professional, polite, good communication
(4) Customers feel confident in the professional qualifications of the Company's employees
• Customers know a lot of information through the advice of the company's staff: From the chart, it can be seen that 90% of the surveyed customers have positive feedback about the complete and quality information source through the consultation. dedication of the Company's employees.
Only a small portion of customers are not satisfied with this. They gave some personal opinions as the staff did not really provide the right and enough information to meet their needs.
• The Company's ability to track freight is good, always guaranteed: It can be seen that 80% of the customers participating in the survey feel satisfied with the tracking of the Company's freight process. However, there are still some customers who are not satisfied with the Company's guarantee. More specifically, it is because they do not trust the professional qualifications of the Company's employees.
• Attitude and service of the company's staff are professional, polite, good communication: Most of the customers participating in the assessment feel satisfied with the attitude and working style of Vinalines Logistics staff who have expertise. professional and good communication and this rate accounts for 85%. Besides, it is inevitable that some cases of employee behavior make customers unhappy. Although this is only a small percentage, the Company should still remind its employees to keep a proper attitude and behave skillfully with all customers.
• Customers feel confident in the professional qualifications of the Company's staff: About 75% of customers give positive reviews about the Company's logistics expertise. However, 25% of customers were not satisfied with the Company's guarantee and according to the reflections from the personal opinion section, they did not really trust the company's logistics expertise company.
d) Empathy
Empathy
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Graph 2.8: Level of customer satisfaction on the empathy factor of VIMC
Note:
(1) Company employees are always ready to respond to customers' requests and questions as quickly as possible
(2) Employees have good knowledge of customer requirements and needs to serve each type of customer
(3) The company understands the needs and requirements of customers
• Company employees are always ready to respond to customers' requests and questions as quickly as possible: about 80% of customers participating in the survey have positive reviews about this factor. This shows that the company's staffs have been dedicated and enthusiastic in answering questions for customers.
•Employees have good knowledge of customers' requirements and needs to serve each customer: about 40% of customers participating in the survey are not satisfied and very dissatisfied with this factor. . This shows that the knowledge of the company's staff is still young and not really good to be able to meet the requirements of customers.
• The company understands the needs and requirements of customers:
This factor received positive feedback from nearly 90% of customers participating in the survey. It can be seen that most customers feel the dedication to service. services of employees of Vinalines Logistics Joint Stock Company. Caring for each individual customer and understanding their needs from there having the best behavior and service is always the criteria of Vinalines Logistics staff.
e) Tangibles
Tangibles
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Graph 2.9: Customer's evaluation of VIMC's tangible element Note:
(1) The company has full equipment and facilities to serve customers' needs at all times.
(2) The company's infrastructure is good, the office is spacious
(3) The company always ensures complete information about goods information and delivery time
(4) Company employees dress politely, appropriate to the working environment
• The company has full equipment and facilities to serve customers' needs at all times: Vinalines Logistics's office is fully equipped with personal computer equipment, desk phones, fax machines. The office is also fully
equipped with printers and photocopiers to serve business needs. All computers are connected to the Internet so that employees of the Company can easily communicate and transact with customers. Therefore, 75% of customers feel satisfied about this factor.
•Good infrastructure of the company, spacious office: 90% of customers participating in the survey have left positive feedback on this factor. Indeed, the offices of Vinalines Logistics are focused on investing in facilities and equipment, creating a good impression on customers about a professional and effective working environment.
• The company always ensures complete information about goods information and delivery time: Information documents related to the Company as well as information about goods are always guaranteed by Vinalines Logistics.
Therefore, on this factor, customers rated it quite well, accounting for 85%.
• Employees of the Company dress politely, suitable for the working environment: 80% of customers have a sympathetic attitude towards the appearance and dress style of Vinalines Logistics staff. Customers all commented that Vinalians Logistics staff dressed neatly and politely showed respect for customers and also showed a professional and dynamic working style.
f) Overall satisfaction
Overall satisfaction
35%
30%
25%
20%
15%
10%
5%
0%
(1) (2)
Completely satisfied Satisfied Normal Unsatisfied Completely unsatisfied
Graph 2.10: Overall assessment of customers about the Company's Logistics service quality Logistics
Note:
(1) Customers are completely satisfied with the service provided by the Company Công
(2) Customers will continue to transact with the Company in the near future
• Customers are completely satisfied with the services provided by the Company: In general, customers also evaluate the quality of Logistics services of Vinalines Logistics quite well. Customer satisfaction is close to 70%. Although there are still certain limitations, Vinalines Logistics is constantly improving and improving the quality of its services to fully meet the needs of customers.
• Customers will continue to do business with the Company in the near future: From the chart, it can be seen that 75% of customers are willing to continue cooperating with Vinalines Logistics. Some customers replied that they will continue to trade with the Company in the near future if there are opportunities and suitable conditions.