To assess the customer's perception of the company's service quality, the author has implemented an evaluation questionnaire sent to customers. The purpose of this research is to find out the customer's evaluation of the service quality of Bach Viet company.
Through the survey results, it is possible to find out the points that customers are still unsatisfied with the service, the causes as well as the requirements so that they can make suggestions to help improve the service quality. The collection method was an e-mail interview. Respondents are companies that have been and are partners of Bach
Viet. Due to the limitation of both time and resources, this small study only sent the questionnaire to 80 e-mail addresses of logistics companies and organizations that have performed transactions. With Bach Viet company, the e-mail information of these companies was consulted by the author in the company's customer list and on many other sources such as Shipping Gazzet magazine - a magazine specialized in international transportation , electronic websites. The response results were quite positive when 53/80 companies took the time to reply via e-mail. The results of the interviews and other information collected during the research and also during the internship at the company are the actual basis to determine the customer's perception of the company's service quality company.
2.6.1. Reliability
Table 2.15: Reliability statistics table Target
1 Guaranteed delivery time
2 Delivery area spread all over
the world
3 Goods
safely, quality
4 Carry
make documents quickly and accurately
5 The ability to well meet the
special (such
dangerousgoods
goods that need to be duffled)
(Source: Survey author)
The statistics table has reliably and accurately determined the level of customer satisfaction with the company's service quality, including criteria such as guaranteed delivery time, delivery network, safety. of goods, the ability to meet the diverse requirements of customers,... Through the research to collect feedback from customers, it can be seen that one of the weaknesses of Melody Logistics is the delivery time. goods.
There are 9 companies (17%) rated as poor, 20 companies (37.7%) rated as normal, indicating that customers feel unsatisfied with the delivery time. Considering a full forwarding process from the manufacturer's warehouse to the buyer's warehouse in another country, the parties involved include shippers, domestic carriers, shipping lines (airlines, etc. ), customs, warehousing, foreign agents, consignees and employees in the forwarding company itself. 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... The train schedule itself or the airline's flight schedule is not completely accurate. It can also be caused by the seller's late delivery or by troubles from the consignee about documents, payment or goods to be inspected, etc., delaying the delivery and receipt of goods. The company itself, although trying to push the goods out as soon as possible, but in a few cases, it is still negligent and has not delivered on time. Despite this, the company still has 14 customers (26.4%) who rate the delivery time as good and 10 customers (18.9%) as very good, which may be because many When the collection of retail goods does not meet the requirements such as less than a container, the company will not wait to delay the customer's progress but will contact other forwarder partners to co-load each other's goods.
2.6.2. Assurance
Table 2.16: Statistical table of assurance
1 The behavior of the company's employees
customers
2 Customers know a lot of information through the advice of the company's staff
3 Customers
professional qualifications company employee service 4 The company's
always polite and friendly to customers
(Source: Survey author) It can be understood that the assurance of service quality is the knowledge and behavior of service providers as well as their ability to instill trust and confidence in customers. The product of the service is intangible and is defined by the customer, not the company. Service quality is also only assessed through the subjective feelings of customers and evaluated through the company's staff standing to serve them. Maybe the same service package, but each different employee gives customers different evaluations.
Therefore, with the very small number of responses that this study collects, the writer only makes statements based on a few specific cases along with his own observations.
When interacting with customers, the most important thing is to make them feel confident in the company's services. 25% of customers rated the behavior of Bach Viet's staff as giving them a normal level of trust, nothing special, even 3 customers (5.7%) rated the staff's behavior. Company members are poor. To be more specific, it is because they still
do not trust the professional qualifications of the service staff. Only 15 customers (28.3%) rate staff as good, 13 customers (24.5%) rate as very good, but up to 10 customers (18.9%) rate their staff as very good. The professionalism of the company's employees is poor. In fact, an employee working in the forwarding industry to be good really needs to have a general knowledge. In addition to the requirements of sales skills with anyone doing sales (such as contacting, exchanging, persuading customers and taking care of them after the sale, etc.), a salesperson in forwarding must also know be sure the knowledge about the forwarding operation; customs; on import and export activities;
general knowledge of relevant legislation; understand the nature and characteristics of goods to provide the necessary elements in the transportation process... Most of Bach Viet's employees are young people, with knowledge but not much experience. must both work and study, so it is difficult to avoid tripping during the work process, leading to unsatisfactory customer requirements.
2.6.3. Tangibility
Table 2.17: Tangible statistics table
1 Company politely, situation 2 Company
such as
quotes…Scientifically presented and eye-catching
3 The company's
arranged neatly and attractively 4 The company has a full range of equipment and facilities to serve the needs of cutomer
(Source: Survey author)
Services are intangible, but to be able to provide services to customers, other tangible factors also play a very important role. It is the physical conditions, equipment and appearance of the service staff. According to the survey results, there are 22 customers (41.5%) rate the company's equipment as good, 11 customers (20.8%) rate it as very good. This proves that Bach Viet attaches great importance to the use and innovation of equipment and technology. Specifically, in the office block, most people are equipped with their own computers and desk phones for 1 person/machine. The office is fully equipped with fax machines, printers, and photocopiers to serve business needs.
Customers who need to communicate can directly contact relevant departments, divisions and employees. All computers are connected to the internet to help employees sit at the office but still easily communicate and transact. with customers, partners, branches...
Especially, the company is also equipped with an electronic customs declaration system.
Customs declarants only need to click at the office and send the data to the receiving place, the customs electronic data processing system will automatically check the declaration.
2.6.4. Empathy
Table 2.18: Empathy Statistical Table
1 The company's staff dedicated
ready to solve, answer all customer questions
2 Customers company
and noted by a certain employees
3 The
understands customers well
(Source: Survey author)
Customers dealing with the company are always interested and noted by a certain employee. Each customer is "cared for" enthusiastically and thoughtfully by that employee from the beginning to the end of the contract and even after the order is finished. From consulting to carrying out procedures, carrying out transportation, delivery... customers can grasp the status of their shipments through that staff. Each employee is assigned to each area to deepen customer exploitation and also take better care of customers. Customers are their own "care" people, so they have specific focus and attention. Therefore, the survey received 26 customers (49%) rated as good, 7 customers (28.3%) rated very good in the ability to pay attention to customers of Bach Viet staff.
Most customers feel the dedicated service of Bach Viet staff. Up to 28 customers (52.8%) give very good feedback, 15 customers (28.3%) rate it as good because of the staff's dedication. In fact, each customer has questions about different fields, about different issues, very diverse, but the company's employees are always ready to answer those questions. Especially with the sales team, "empathy" plays an even more important role and is always noticed. Each employee has a personal notebook containing essential and important information about his or her clients. Pay attention to each customer individually and capture their personality, interests, and working style, thereby getting the best behavior and service. Customer psychology, including their personal preferences, is captured through chat. Each client has their own working style and different requirements.
Some people put the work progress first, others pay more attention to the price... Even more specifically, some people only care about whether the total contract value is reasonable, but some people want to be paid. Describe each type of fee. Good understanding of the needs of each customer company and the person who deals with them helps employees to serve customers more thoughtfully. In general, the company's staff did quite well in understanding customer needs, there was no negative assessment in the survey results.
2.6.5. Responsivenes
Table 2.19: Response statistics table
Target
1 The company
questions
complain quickly 2 Complaint
make customers feel satisfied 3 Informationbetween customers
and
always maintained
This is one of the most important factors that make up the quality of a service. It represents the essence of service quality because it can only be verified when the service has taken place and especially after implementation. That is the level of responding to customer complaints quickly and willingly to meet customer expectations. According to the survey results, 15 customers (28.3%) rated the company as slow in handling complaints, 28 customers (52.8%) rated it as acceptable, only 10 customers rated it as acceptable. goods (18.9%) rated good and very good. The import and export of international trade takes place through many stages and processes with many procedures and risks. Therefore, the company has to solve quite a lot of related problems. From the time the goods are ready to go to the time they reach the recipient is a very long time.
Customers always want to update about the actual status of their shipments, progress, quality status, procedures to be solved, problems with documents... Therefore, the flow of information between customers The company's customers and employees are always maintained, rated as good and very good by 33 customers (62.3%) and at a normal level by 21 customers (39.7%). The sense of responsibility towards customers of each employee is also highly appreciated. Always maintain the flow of information with
customers and promptly respond to their problems and difficulties. The
received a timely response, without abdicating responsibility, although their satisfaction with the results of the feedback was only average ("normal" - 3 points) with 30 customers ( 56.6%), in addition, 5 customers (9.4%) rated the company's complaint handling results poorly.