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Facebook @Dethivaonganhang www facebook com/dethivaonganhang www ThiNganHang com S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang 1 GRADUATION THESIS Major International Business Administration A STUDY O[.]

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GRADUATION THESIS

Major: International Business Administration

A STUDY ON CUSTOMER SATISFACTION OF MYTV

SERVICE OF VNPT

TABLE OF CONTENTS

ACKNOWLEDGEMENT 5

ABSTRACT 6

LIST OF FIGURES 7

LIST OF TABLES 8

LIST OF ABBREVIATION 10

CHAPTER 1: INTRODUCTION 1

1.1 Background 2

1.2 Objectives 3

1.3 Research questions 4

1.4 Research scope 4

1.5 Structure of the thesis 5

CHAPTER 2: LITERATURE REVIEW ON CUSTOMER SATISFACTION 7

Chapter overview 7

2.1 Definition 8

2.2 Customer satisfaction theories 9

2.2.1 Assimilation theory 10

2.2.2 Contrast theory 11

2.2.3 General negativity theory 11

2.2.4 Assimilation - Contrast theory 12

2.3 Customer satisfaction measurement models 13

2.3.1 Kano model 13

2.3.2 Parasuraman et al.‟s models 16

2.3.3 Customer satisfaction index (CSI) model 21

Chapter summary 23

CHAPTER 3: DATA AND METHODOLOGY 24

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Chapter overview 24

3.1 Methodology 25

3.2 Sampling method 25

3.3 Instrumentation 25

3.3.1 Choice of survey method and type of instrument 25

3.3.2 Instrument design 26

3.4 Data collection 27

3.5 Data analysis 28

Chapter summary 30

CHAPTER 4: FINDINGS AND DISCUSSIONS 31

Chapter overview 31

4.1 An overview of VNPT and MyTV service 32

4.1.1 Introduction to Vietnam Posts and Telecommunications Group (VNPT) 32

4.1.2 Overview of VNPT, Nghe An Branch 36

4.1.3 Overview of MyTV service 37

4.2 Factors testing using Cronbach’s alpha 38

4.2.1 Reliability 39

4.2.2 Assurance 40

4.2.3 Tangibles 42

4.2.4 Empathy 42

4.2.5 Responsiveness 44

4.2.6 Price 46

4.2.7 Television Quality 48

4.3 Research model testing 49

4.3.1 Correlation analysis: Spearman‟s rank correlation coefficient 49

4.3.2 Regression analysis 61

4.3.3 Regression model interpretation 65

Chapter summary 67

CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS 68

5.1 Conclusions of the study 69

5.2 Recommendations 70

5.2.1 Improving television quality of MyTV 70

5.2.2 Enhancing employees‟ professional capability 72

5.2.3 Building professional working environment 72

5.2.4 Implementing sound policies on price and promotion 73

5.2.5 Consolidating a good image of VNPT 73

5.2.6 Making regular survey on customer satisfaction 74

5.3 Limitations of the study and suggestions for future work 74

5.4 Contributions of the study 75

REFERENCE 77

APPENDIX i

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ACKNOWLEDGEMENT

This graduation thesis was resulted from my thirteen-week researching and writing during my last semester at Hanoi Foreign Trade University It was an interesting and learning experience By finishing this thesis, I would like to express my special thanks

to many people for their great helps, contributions and recommendations

Firstly, I do truly thank my supervisor, MBA Nguyen Thi Thu Trang, for her encouragement, guidance and supports from the very beginning those enabled me to complete the subject

Secondly, special thanks must go to all the managers, staffs and customers of VNPT Nghe An for their cooperation those helped me in completion my thesis

I do offer my regards and blessing to my family and friends who did support me a lot during this time

Last but not least, gratefulness is to the readers whose feedbacks will help much in improving the thesis

Hanoi, May 2015 Tran Thi Thanh Tu

ABSTRACT

The graduation thesis represents the results of research on customer satisfaction of MyTV service of VNPT The purposes of this study are to identify the level of customer satisfaction of MyTV service of VNPT and measure factors affecting the customer satisfaction Then, base on that, some recommendations are put forward to help VNPT improve the quality of MyTV service in order to enhance the satisfaction level of current customers and attract new users

The study is conducted in Nghe An Province with 150 survey questionnaires spreading out to 150 MyTV‟s subscribes of VNPT Nghe An The questionnaires are collected, analyzed using statistical and economical techniques in order to find the most accurate results and suggest VNPT to do the right actions

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LIST OF FIGURES

LIST OF TABLES

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LIST OF ABBREVIATION

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CHAPTER 1: INTRODUCTION

1.1 Background

1.2 Objectives

1.3 Research questions

1.4 Research scope

1.5 Structure of the thesis

1.1 Background

Recently, “customer satisfaction” has been more familiar with the service suppliers, organizations and public It has become a central concept in modern marketing thought and practice over the years The marketing concept has emphasized delivering satisfaction to customers and obtaining profits in return The statement “The customers are always right” has become popular all over the word and been the lodestar for many companies in all industries including service sector Most of service firms have made a big effort in implementing sound policies in order to serve their customers by the best way However, not all organizations carry out particular researches on their customers

to understand deeply the level of satisfaction or the degree of influence of individual factors to the overall customer satisfaction They have just tried to enhance the product quality and employees‟ attitude that has been usually seen as the main elements contributing to the customer satisfaction Consequently, other valued factors may be considered as unimportant ones or even ignored, which can lead to the inappropriate methods in improving the customer satisfaction

The realization of the importance of customer satisfaction measurement has led to a proliferation of scientific researches and annual conferences on customer satisfaction over the past few decades in order to build up a strong foundation for service companies in measuring the level of customer satisfaction Those researchers have created a variety of measurement models including both quantitative and qualitative methods The requirement is that each firm has to find out its own method in the customer satisfaction measurement to create attractive offers and capture its customer satisfaction

Because of realizing the fact that customers play an important role in the business results, today firms, especially service firms are building deeper, more direct and more lasting relationships with them Vietnamese companies including Vietnam Posts and

Telecommunications Group (commonly abbreviated as VNPT) is the service provider that laid the first stone for the development of the Posts - Telecommunications sector in Vietnam In the areas of Telecommunications and Information Technology, VNPT provides a wide and comprehensive range of products and services, including voice, data, internet, television (TV) and other value-added services deploying on an advanced network infrastructure MyTV is one of many services provided by VNPT It

is one kind of multimedia television service, which can bring a unique form of

entertainment called “TV on Demand” to customers Hence, VNPT has to look upon the customers‟ responses and their evaluation of MyTV service to have the right orientation In other words, customer satisfaction of service quality is an important element in maintaining and developing MyTV in the future

Therefore, I suggest that implementing a project to measure the customer satisfaction

is a necessary step to meet the customer demand In my opinion, a quantitative research should be a good choice to understand clearly about the degree of satisfaction and calculate the level of correlation between each valued factor and the whole satisfaction

or among those factors

Consequently, I chose the topic “A study on customer satisfaction of MyTV service

of VNPT” as graduation thesis topic in the hope that some findings, conclusions and

recommendations from the study could be a reference to help VNPT to further improve and develop a successful MyTV service which can satisfies the customers

1.2 Objectives

The thesis focuses on the quantitative research about customer satisfaction of MyTV service of VNPT and valued factors that strongly influence the overall customer satisfaction in Nghe An Province Based on those results, the thesis aims to generalize

to the customer satisfaction of MyTV service of VNPT in all areas in Vietnam Moreover, from finding withdrawn of those important factors, it is expected good recommendations will be made for improving and developing a better MyTV to satisfy customers

Thus, the study aims to:

Branch

 Identify which factors affect to the customer satisfaction and their degree of influence on the overall satisfaction

area to catch up with the customers‟ requirement and expectation

1.3 Research questions

The key question of this study is: “How do valued factors influencing the customer satisfaction of MyTV service of VNPT?” To answer this question, it is necessary to answer the following sub-questions:

In reality, there is variety of determinants of customer satisfaction on which many authors has already done researches Their different points of view would value different factors as important and suitable for their study Based on their research results, the basic factors suggested to measure the customer satisfaction of a service would be examined in order to find the most valued factors The answer to this question would help to focus on the most important determinants affecting customer satisfaction level Cronbach‟s alpha coefficient analysis would be applied to answer this question

Knowing the customer satisfaction level is a real discovery Coupling this finding and the answer to this question, VNPT could be aware of what correlate closely most

to the customer satisfaction in order to concentrate on them Correlation analysis would

be conducted to answer this question by using Spearman‟s rank correlation coefficient

After researching about factors influencing the customer satisfaction of MyTV service of VNPT, it is necessary to identify the reliability level of the research results Answering this question means calculating the percentage of fitness between the research model and the population and finding whether the results from the model would be the representative of the whole population R-squared and F-test would be calculated to answer this question Besides that, the regression model resulted from t-test analysis would express the equation for the customer satisfaction measurement of the population

1.4 Research scope

Currently, VNPT has launched MyTV service in all 63 provinces and cities in Vietnam However, due to some reasons both objectively and subjectively, it is impossible to do the research on customer satisfaction in all provinces and cities in

Vietnam Therefore, an area should be selected to be the representative for the whole country

In this thesis, VNPT Nghe An is chosen to conduct the study because it is the most convenient area for the researcher This study focuses on measuring the level of satisfaction about VNPT‟s MyTV service of customers in Nghe An Province where there have been 20,000 MyTV subscribers since the beginning of March 2015

150 customers of MyTV service, Nghe An Branch have been invited to do the survey questionnaire with the hypothesis that they will fit with the whole population of MyTV‟s customers in Vietnam This hypothesis would be checked again in the process

of regression analysis

1.5 Structure of the thesis

The thesis includes five chapters:

Chapter 1: Introduction

It identifies the statement of aims and objectives with clear indication of the background, problems and scope being considered

Research questions represented in this first chapter would be answered in findings and discussions part

This chapter also gives the brief overview of each chapter to shape the structure of the thesis

Chapter 2: Literature review of customer satisfaction

This chapter presents the definitions and theories about customer satisfaction Moreover, the customer satisfaction measurement models of different researchers in the past can also be found in this chapter

Chapter 3: Data and methodology

This chapter states the research methods as well as data collection It is also analyzed

to make the decision about which instrument can be used and how to apply it in the study

Chapter 4: Findings and discussions

The first subpart in this chapter presents an overview of VNPT in general and Nghe

An Branch in particular The basic information about VNPT‟s MyTV service is also introduced in this part

Next, some econometrical techniques are used in the study to test the research model and analyze all factors influencing the customer satisfaction The result and analysis is illustrated in this chapter

Chapter 5: Conclusions and recommendations

This chapter should be the most general summary for the whole research process The conclusion would be a brief resume of the investigation result Then, base on that, the personal recommendations to further develop customer satisfaction of MyTV service of VNPT is given

CHAPTER 2: LITERATURE REVIEW

ON CUSTOMER SATISFACTION

Chapter overview

2.1 Definition

2.2 Customer satisfaction theories

2.3 Customer satisfaction measurement models

Chapter summary

Chapter overview

This chapter provides background knowledge about the study The chapter will be divided into three main parts: the common concepts of the study including the definitions of customer satisfaction and concept of customer satisfaction measurement, some theories on customer satisfaction based on the comparison between expectation and perceived performance, and four customer satisfaction measurement models which are applied popularly in reality