RECOMMENDATIONS TO ENHANCE

VIETNAM MARITIME UNIVERSITYSTUDENT NAME: LE THI THAO HIEN DISSERTATION GLOBAL STUDIES AND MARITIME AFFAIRS RECOMMENDATIONS TO ENHANCE E-CUSTOMS DECLARAION SERVICE QUALITY OF VIET KHAI ON

VIETNAM MARITIME UNIVERSITY

STUDENT NAME: LE THI THAO HIEN

DISSERTATION

GLOBAL STUDIES AND MARITIME AFFAIRS

RECOMMENDATIONS TO ENHANCE E-CUSTOMS DECLARAION SERVICE QUALITY OF VIET KHAI ONE MEMBER LIMITED COMPANY

HAI PHONG – 2015

STUDENT NAME: LE THI THAO HIEN

CLASS: GMA02 ID: 50063

Supervisor: Vu Thi Thu Hang

Division: Global Studies and Maritime Affairs

HAI PHONG – 2015

I declare that this report is my own unaided work It has not been submitted before

If violated, I am solely responsible for and bear the punishments of the Institutionand University

Student Name and Signature

Le Thi Thao Hien

Firstly, I would like to express my sincere gratitude to my advisor Vu Thi Thu Hangfor the continuous support of my study and related research, for her patience,motivation, and immense knowledge Her guidance helped me in all the time ofresearch and writing of this thesis I could not have imagined having a betteradvisor and mentor for my study

TABLE OF CONTENTS

PREFACE i

ACKNOWLEGEMENT ii

LIST OF ABBREVIATION vi

LIST OF FIGURES vii

LIST OF TABLES viii

INTRODUCTION 1

CHAPTER I: THEORETICAL FOUNDATION 3

1.1 Literature review 3

1.1.1 Customs declaration 3

1.1.2 Service 3

1.1.3 Service quality 5

1.1.4 Service quality measurement 8

1.1.5 Introduction to ECUS5 12

1.2 Research methodology 13

1.2.1 Research framework 13

1.2.2 Research approach 14

1.2.3 Variable measurement 16

1.2.4 Questionaire design 17

CHAPTER II: OVERVIEW OF VIET KHAI ONE MEMBER LIMITED COMPANY 18

2.1 General information of Viet Khai One member Limited Company 18

2.2 The foundation of Viet Khai One member Limited Company 18

2.3 The structure of Viet Khai One member Limited Company 19

2.3.1 Organizational Chart 19

2.3.2 Functions and responsibilities of each department 19

2.4 Services of Viet Khai One member Limited Company 20

2.5 Customs declaration via ECUS5 20

2.5.1 Documents for customs declaration via ECUS5 20

2.5.2 Procedure of performing e-customs services 22

CHAPTER III: RECOMMENDATIONS TO ENHANCE E-CUSTOMS DECLARATION SERVICE QUALITY IN VIET KHAI ONE MEMBER LIMITED COMPANY 30

3.1 Evaluation 30

3.1.1 Description of study sampling 30

3.1.2 Cronbach alpha analysis with service quality scales 31

3.1.3 Research results 34

3.2 Analyzing priorities 36

3.2.1 REL3: Provide service at the time promised 37

3.2.2 REL4: The declaration is performed right the first time 38

3.2.3 EMP3: Employees provide personal attention 38

3.2.4 EMP4: Convenient operating hours 38

3.3 Recommendations 39

3.3.1 REL3: Provide service at the time promised 39

3.3.2 REL4: The declaration is performed right the first time 39

3.3.3 EMP3: Employees provide personal attention 40

3.3.4 EMP4: Convenient operating hours 40

CONCLUSION 41

REFERENCES 42

APPENDIX - QUESTIONNAIRES 43

LIST OF ABBREVIATION

ECUS5 Electronic Customs Services (Version 5)

VNACCS Vietnam Automated Cargo Clearance System

VCIS Vietnam Customs Intelligence System

LIST OF FIGURES

Figure 1.1 Importance – Performance Matrix 11

Figure 1.2 Research Framework 14

Figure 2.1: Organizational chart of Viet Khai One member Limited Company 19

Figure 2.2: Process of performing e-customs services in Viet Khai 22

Figure 3.1 Importance – Performance Matrix 36

LIST OF TABLES

Table 3.1 Descriptive statistics results on characteristics of subjects interviewed 30Table 3.2 Cronbach alpha Analytical results for the scale of customer satisfactionwhen using services at Viet Khai Company 31Table 3.3 Statistics of observed variables and Cronbach alpha coefficient of thescale components for e-customs service quality at Viet Khai one member limitedcompany 33Table 3.4: Result of SERVQUAL and IF 34

During the time being a trainee in Viet Khai One Member Limited Company, Ifound out it is necessary to reevaluate e-customs services after a period ofimplementing new software ECUS5 Therefore, I decided to choose topic:

“Recommendations to enhance e-customs declaration service quality in Viet Khai

One Member Limited Company” to be the topic for my dissertation.

Research Findings

From the analysis carried out, it was found out that, services provided by Viet KhaiCompany has not met the expectation from customers because the expectation scoreexceeded perception score From I-P matrix, there are 4 priorities for improvement

CHAPTER I: THEORETICAL FOUNDATION

1.1 Literature review

1.1.1 Customs declaration

1.1.1.1 Traditional customs declaration

According to the International Convention on the Simplification and Harmonization

of Customs procedure (Kyoto Convention) of World Customs Organization customsprocedure is all activities that concerned parties and customs officers perform tocomply with customs law

In Vietnam Customs Law 2014, customs procedure is all tasks that customsdeclarant and customs officials perform under regulations to products and means oftransport

1.1.1.2 Electronic customs declaration (e-customs)

The electronic customs declaration (e-customs) project initiated by the VietnamBureaus of Customs aims to replace paper format of customs procedures withelectronic ones, thus creating a more efficient and modern customs environment.The project's dual objective is to enhance security at the external border and tofacilitate trade It should therefore benefit both businesses and citizens

E-customs is the form of declaring customs via application in computer, thentransfer data of customs declaration via the internet to customs office in order toperform customs clearance

1.1.2 Service

1.1.2.1 Definition

It is widely known that service is a large filed Apart from the sector ofmanufacturing physical products, service now is more and more important as a greatcontributor to gross domestic products with high proportion

Following the development of productive forces and the improvement ofcivilization in human beings, service filed has been developing significantly.Service is known as an economic activity of providing labor, science, technology,and art in order to meet the requirements of manufacturing, business, physical life,spirit and so on.

In terms of economics, service, one of two keys components of economics, theother one is product, is an intangible commodity Due to the nature of service that iscomplicated, diversity and intangible, the researchers have not provided a uniteddefinition of service

Philip Kotler believed that “a service is an act of performance that one party canoffer to another that is essentially intangible and does not result in the ownership ofanything Its production may or may not be tied to a physical product”

According to Vietnamese Law in 2013, service is a tangible commodity, consumed

at the point of sale including many service types in product system of Vietnamunder regulations

In fact, the understandings about service are not completely agreed by commonconsent Therefore, in The General Agreement on Trade in Services (GATS) theWorld Trade Organization (WTO) member have generally used a classificationsystem comprised of 12 core service sectors in which each sector included manysub-sectors with 155 sub-sectors in total

From different views, service regards to the result of labor forces in intangibleproducts aiming at meet the requirements of human beings

1.1.2.2 Characteristics

Although there is no agreed definition of service in the world, in general, despite ofany descriptions, service has its own key characteristics as follows: perishability,fluctuating demand, intangibility, inseparability, heterogeneity

Primarily, service is highly perishable and time factor has great influence in servicemarketing Service is consumed at the point of sale, if not being used in time it will

be lost forever since service cannot be stored

Secondly, service demand has high level of fluctuations The changes in demandcan be seasonal or by weeks, days or even hours Most of the services have peakdemand in peak hours, normal demand and low demand on off-period time.

Next, unlike tangible product, service is intangible, it cannot be touched or sensed,tested or felt before they are served

Service is inseparable It means personal service cannot be separated from theindividual and some personalized services are created and consumedsimultaneously

Finally yet importantly, service is heterogeneous The features of service by aprovider cannot be uniform or standardized For instance, a Doctor can charge muchhigher fee to a rich client and take much low from a poor patient

Due to these features pricing decision about services are influenced by perishability,fluctuation in demand and inseparability Quality of a service cannot be carefullystandardized Pricing of services is dependent on demand and competition wherevariable pricing may be used

1.1.3 Service quality

Service quality is a principal factor in the maintenance and development of anybusiness activities The research on service quality carried out for many years bringsthe completion of both theory and practice, especially in developing and evaluatingservice quality scale in numerous countries in the world

Service quality has various different definitions depending on investigated subjectand environment It could be said that studying service quality is the foundation ofperforming methods for business improvement Therefore, the matter of definingservice quality is important since it not only sketches out target development butalso orients companies to bring into play the advantages in the best way

From the 1930s, service quality in manufacture sector has been determined as acompetitive factor, however, the issue of quality was more important after the WorldWar II The pioneers in this field were W.Edwards Deming, Joseph M.Juran andKaoru Ishikaw It is no exaggeration to say that from reality, the quality of service isone of the most important competitive elements in global business It is the reason

why this business era was named “quality era” (Peeler, 1996) Berry (1998, page423) called it as the strongest competitive weapon and Clow (1993) considered it as

a vital element of an organization Especially, customers expect service qualitywhen price and other costs are completed and improved frequently (Boyer and Hult,2005) It has become a distinctive and critical aspect in trading products andservices (Wal et al., 2002) According to Leisen and Vance (2001), service qualityhelps to cRELte necessary competitive advantage since it is an effective factor.Service quality has been taken more consideration since the 1980s as new trend inthe world when marketers realized that only quality products and services couldensure to maintain competitive advantage (Wal et al., 2002) Competitive advantage

is a wise strategy creating value and differentiating from other current or potentialcompetitors (Barney, 1991)

According to International Organization for Standardization, in draft DIS9000:2000, quality was defined as following: “Quality is ability of assemblingcharacteristics of a product, a system or a procedure with the purpose of satisfyingrequirements of customers and relevant participants” Therefore, from the definition

it is obvious that if customers do not accept products or services for any reasons,they are poor quality even technology standard is modern However, definition andmethod of evaluating service quality mentioned in researches is the distancebetween expectation about service and awareness of customers when experiencing.(Parasurma, Zeithaml and Berr, 1985, 1988) The researchers highlighted thedifference between quality and quality experience is objective (Garvin 1983, Doddsand Monroe 1984, Holbrook and Corfman 1985, Jacoby and Olson1985, Zeithaml1987)

In addition, the definition of service quality is also the result of comparison ofcustomers’ service expectation and their service experience (Lewis và Booms, 1983,Gronroon, 1984, Parasuraman and at al, 1985, 1988, 1991) Lehtinen, U & J R.Lehtinen (1982) published a general scale including three dimensions In terms ofessence of customers’ perception, the researchers found out another model with twodimensions “technical quality” and “functional quality” The model suggested byGronroon (1984, 1990) highlighted the role of technical quality (or productivity) orfunctional quality (or process) In this model, technical quality was defined ascustomers’ review, for example a dinner in restaurant or resolutions of aconsultative firm Functional quality was mentioned as the result of the process

providing service to customers Service providers and attitude of staff easily affectboth psychological factors Therefore, while technical quality could be measuredsubjectively, functional quality is more difficult to evaluate Customers’ perceptionabout service quality is the result of quality measurement, the expectation of them,their experience and influences form image of business (Caruana, 2000).SERVQUAL model foundation was shaped from investigations of a group ofresearchers when they surveyed meaning of service quality (Sasser, Olsen, andWyckoff 1978, Gronroos 1982) From this qualitative survey, the researchersdefined the definition of service quality and pointed out the criteria customers use toperceive and evaluate it (Parasuraman, Zeithaml and Berry, 1985).

Regarding to service, quality measurement is more complicated since service hasdifferent characteristics with other tangible products Service marketing theoryreckons that service includes three basic features, which are intangible,heterogeneous and inseparable

Firstly, most of services are intangible products Service could not be weighted,measured, counted, experimented or audited before purchasing to check quality.With the reason of intangibility, companies meet difficulties in studying customers’perception and evaluating service quality

Secondly, service is heterogeneous, especially intensive labor services The reason

is that activities of services are modified by different providers, customers andservice quality is not the same in each day, each month and each year of business.The requirement of heterogeneous quality from staff could be hard to be met Thereason behind is that activities of services which companies intend to provide aredifferent from customers’ perception

Thirdly, manufacture and consumption in variety of services are inseparable.Quality of service could not be manufactured in factories and preserved the statusquo of service to transfer to customers Regarding to high intensive labor service,service quality shows in the process of interaction between customers andemployees of providers

For aforementioned characteristics, the issue of evaluating service quality is notsimple and easy to carry out In long time, numerous researchers have tried todefine and measure service quality For instance, Lehtinen & Lehtinen believed that

service quality should be assessed in two aspects: process of providing service andservice result Gronroos also offered two dimensions of service quality that aretechnical Technical quality regard to services provided and functional qualityshows how they are served.

1.1.4 Service quality measurement

The cases which are proposed below are the most famous models of service quality

 Gronroos model: based on three basic dimensions of functional quality,

technical quality and mental image The model suggests that there is a directrelation between services quality and technical and functional aspects ofquality Moreover, there is also a direct relationship between functionalquality and technical quality in line with the perceived service quality.Finally, the model suggests that the service quality would create customer’ssatisfaction The five main components of the functional quality aretangibility, reliability, responsibility, assurance and empathy issues

 Servperf model: Cronin and Taylor’s (1992) questioned the gap between

expectations and functionality as the basis for measuring service quality andproposed Servperf’s measurement which evaluates the quality Based ontheir studies, the concept of function-based scaling is the adjusted form ofservice quality measurement structure of SERVQUAL scale

 Garvin (1987) has proposed eight dimensions for assessing quality He did

not differentiate between manufacturing organizations and service providers

He recapitulated the eight dimensions as performance, features, reliability,compatibility (adaptation), permanence, service functionality and aestheticsand received quality

 SERVQUAL model: The most common model in service quality literature

to measure the quality of services is SERVQUAL, which was put forward byParasuraman, Zeithaml and Berry in 1988 They also introduced the tendimensions of quality including tangibility issues, reliability, responsiveness,communication, credibility, safety/relief, merit/ competency, courtesy andhumility, empathy and availability In 1988, they summarized these tendimensions into five dimensions of tangibility issues, reliability, assurance,empathy and responsiveness following their research on SERVQUAL model

by screening and evaluating the primary dimensions Therefore, they adoptedthese dimensions as the basis for establishing a measurement scale to assess

services All these dimensions prepare the ground for the customer toconsider quality

1.1.4.1 SERVQUAL Model

It is no doubt that when discussing service quality, it would be a mistake to neglectthe great contribution of Parasuraman & et al (1988, 1991) Parasurman & et al(1988) defined service quality is the gap between customers’ expectation aboutservice and their perception about service result These authors promoted and usedquantity and quality methods to construct and verify the scale of service qualitydimensions, SERVQUAL model SERVQUAL model has been modified andaudited in different types of services

In the end, SERVQUAL model includes 22 variables to measure five dimensions ofservice quality, they are reliability, responsiveness, assurance, tangible and empathywhich is also known as RATER with which to measure customers’ expectations andperceptions (E and P) Four or five numbered items are used to measure eachdimension The instrument is administered twice in different forms, first to measureexpectations and the perceptions The five SERVQUAL dimensions are: R-A-T-E-R

Reliability is the ability to perform the promised service in a dependable and

accurate manner The service is performed correctly on the first occasion, theaccounting is correct, records are up to date and schedules are kept

Tangibles are the physical evidence of the service, for instance, the appearance of

the physical facilities, tools and equipment used to provide the service; theappearance of personnel and communication materials and the presence of othercustomers in the service facility

Responsiveness is to the readiness and willingness of employees to help customers

in providing prompt timely services

Assurance is the customer feeling free from danger, risk or doubt including

physical safety, financial security and confidentiality The factors include trustworthiness, belief and honesty It involves having the customer's best interests atprime position It may be influenced by company name, company reputation and thepersonal characteristics of the contact personnel

Empathy means making an effort to understand the customer's individual needs,

providing individualized attention, recognizing the customer when they arrive and

so on This in turn helps in delighting the customers i.e rising above theexpectations of the customer

Parasuraman & et al (1991) affirmed SERVQUAL is the fully worked-out scale ofservice quality that could be applied for all different types of services However,each specific kind of service has distinctive characteristics A number of researchershave also audited this model in different services and in many countries in theworld The result showed that factors of service quality are inconsistent in eachservice and each market (Bojanic, 1991, Cronin & Taylor, 1992, Dabholkar & et al,

1996, Lassar & et al, 2000, Mehta & et al, 2000, Nguyen & et al, 2003) In detail,Mehta & et al (2000) in a research in Singapore concluded that supermarket servicequality only included two elements: tangibles and responsiveness Nguyen & et al(2003) audited SERVQUAL in outdoor entertainment market in Ho Chi Minh Cityshowed that service quality comprised of four factors: reliability, responsiveness,empathy and intangibles In a word, due to characteristics of each form of serviceresearchers need to adjust SERVQUAL model for each specific surveyed subject

1.1.4.2 Importance – Performance Analysis (IPA) model

Importance – Performance Analysis was first invented by Martilla and James (1977)

as a means by which to measure customers’ satisfaction with a product or service.The IPA approach realizes satisfaction as the function of two elements: theimportance of a product or service to a customer and the performance of a companyproviding that service or product (Martilla & James, 1977) In this way, IPAassesses not only the performance of an item, but also the importance of that item as

a determining indicator in satisfaction to the respondent (Silva & Fernandes, 2010).The combined customer ratings for those two components illustrate an overall view

of satisfaction with clear directives for management and performance This modelhas proven to be a applicable tool which is relatively easy to administer andinterpret resulting in extensive use among researchers and managers in variousfields It also is a way to promote the development of effective marketing programs,because it facilitates the interpretation of data and increases usefulness in makingstrategic decisions (Slack, 1994; Matzler et al., 2003; Kitcharoen, 2004; Abalo etal., 2007; Silva & Fernandes, 2010)

The IPA includes a pair of coordinate axis where the ‘importance’ (y-axis) and the

‘performance’ (x-axis) of the different factors involved in the service are compared.The four quadrants in importance-performance analysis are characterized as(Martilla & James, 1977, p 78):

 I Concentrate here - high importance, low performance: requiresimmediate attention for improvement and are major weaknesses;

 II Keep up with the good work - high importance, high performance:indicate opportunities for achieving or maintaining competitive advantageand are major strengths;

 III Low priority - low importance, low performance: are minorweaknesses and do not require additional effort;

 IV Possible overkill - low importance, high performance: indicate thatbusiness resources committed to these attributes would be overkill andshould be deployed elsewhere

Figure 1.1 Importance – Performance Matrix

(Source: Author collected)

To improve service quality, it needs to focus on both importance and the ranking ofsatisfaction and customer needs Therefore, Yang (2002) proposed definition of the

"improvement factor (IF)", as shown in equation

When I < 0, it means satisfaction is lower than importance and the factor needs to

be improved This method will be grasping customer needs more precision, that it isapplying the different between of satisfaction and important

Therefore, we applied IPA model and improvement factor to measure the servicequality of e-customs process of Viet Khai one member limited company

1.1.5 Introduction to ECUS5

ECUS5-VNACCS, which was funded by Japanese Customs, is designed asstandardized modern electronic customs system to meet the requirements incustoms processes of Vietnam Automated Cargo Clearance System / VietnamCustoms Intelligence Information System (VNACCS / VCIS), but it remains thetypical features of ECUS which has been used in the past The new system isdesigned to include more areas in the registration procedures such as: ,simplified procedures for low value goods, registration for exempt categories,procedures applied for both traded and non-traded goods, temporarily imported -re-exported goods

Since the operation codes are built to facilitate the customs declaration, userscould select procedure options in an very easy way The system covers a fullrange of modules[ CITATION ECU14 \l 1033 ]:

 Automatic customs clearance e-Declaration

 Electronic Payment Transactions e-Payment

 Invoice Transactions report e-invoice

 National Single Window Systems Single Window

 Ship declaration System e-Manifest

 Shipping declaration System

VNACCS/VCIS is the new system of customs, including two small modules:

 Vietnam Automated Cargo Clearance System (VNACCS), used for customsclearance of imports and exports

 Vietnam Customs Intelligence Information System (VCIS), mainly forinternal risk management and professional supervision of the customs authorities,

so if you are the shipper, you do not need to bother much

1.2 Research methodology

1.2.1 Research framework

Customs declaration is a part of logistics activities and supply chain management Ithas undergone many changes over years with the evolution of technology andchanging characteristics of consumers Consumers’ needs do change constantly and

so there is a need to constantly study their consumers and identify their expectationand satisfy them Viet Khai has to face competition among competitors because ofthe similar products and services they offer This why there is a need for thecompany to focus in delivering superior service quality to achieve high levels ofcustomer satisfaction Competing services often become similar in design and, asbuyers become more aware of service quality dimensions, they also become moreprice sensitive and value oriented (Bojanic & Rosen, 1994, p.3) This clearlyhighlights the impact of service quality in e-customs dealing with It is very critical

to measure service quality and find out how consumers perceive it in order knowdimensions that need improvement in case weaknesses are found In order to dothis, firms must know what service quality is and how it is measured so that datacan be used for quality management

This is why I chose to use the SERVQUAL instrument to enable us to assess servicequality in grocery stores This model seeks to know the difference betweenconsumers’ expectations of how grocery stores should be like and their perceptions

in terms of performance in provided service using various dimensions (tangibles,reliability, responsiveness, assurance and empathy) Trying to meet or exceedconsumer expectations helps grocery stores to maintain a high quality image Thisshows the relevance of knowing much about the consumers in order to survive in acompetitive environment I chose to focus our study on service quality because itplays an important role in most service firms and it is antecedent to other constructscustomer satisfaction, profitability, customer loyalty and repurchase All theseconcepts help companies have a competitive advantage in case they have a properunderstanding of service quality and how it is measured

Based on aforementioned evaluation criteria of service quality I will research andanalyze the situation of those criteria in Viet Khai one member limited companythrough customer satisfaction for the quality of this service

Figure 1.2 Research Framework

(Source: Author collected)

1.2.2 Research approach

1.2.2.1 Sampling and data collection

According to research framework, a survey draft was designed To assure theaccuracy of this survey, the survey were based on 22 variables of 5 dimensions inSERVQUAL model Convenient sampling was applied, and the targeted samplesized is 110 According to Hair (1998), if multivariate date analysis is in used, thenthe sample size had better be from 100 to 150 In the meanwhile, Bollen (1989)suggested a tactic of calculating the sample size in this case is that sample size isequal to number of variables multiplying with 5 (22×5=110) With that target, 120questionnaires were sent out, and we managed to get 110 of them back Amongthose answers, only 101 contain sufficient information for data analysis and areusable for the study These respondents are from all the company using service ofViet Khai one member limited company

This research was conducted based on customers of Viet Khai’s assessments for itsprovided services, therefore the target population is Viet Khai’s customers The

research uses quantitative method for data collection The data set used in this study

is obtained from the survey of Viet Khai customers conducted by the author Thecontent of the surveys cover indicators to identify the satisfactory level of customerstoward services provided by Viet Khai Non-probability sampling with conveniencemethod was used in this step to choose specific individuals in each company tocomplete the survey Respondents were handed 02 questionnaires and were asked toindicate their attitude towards statements describing the service quality factors ofViet Khai The first questionnaire involves the expectation of customers towards theservices offered by Viet Khai while the other questionnaire aims to collect theirassessment for the real performance of Viet Khai

Respondent’s attitude is measured by using the five-point Likert scale, ranging from1: ‘strongly disagree/unimportant’ to 5: ‘strongly agree/important’ Uponcompletion, the questionnaire was pre-tested with a small group of respondents in arelevant company to ensure clarity before the official dispatch to a larger group ofcustomers Based on the comments of pre-testing respondents, some questionsrelated to personal information were changed from compulsory into optional in thefinal questionnaire The questionnaire was conducted in online forms to ensure theconvenience for respondents Companies found it more convenient to complete thesurvey online, therefore, the link for online form of this questionnaire was sent tothem through follow-up mails

1.2.2.2 Data analysis

After collecting data, I analyzed in order to find out the strengths and weakness ofservices of Viet Khai one member limited company From that, radical and feasiblerecommendations would be suggested

The data was processed by software SPSS 22 After encrypting and cleaning, dataanalysis would be as follows: Statistics describe, assess the reliability of the scale,factor analysis, analysis of variance and regression analysis

Initially, the data is encrypted and cleaned, then through the following analysis: Thescale reliability was assessed through Cronbach Alpha coefficients trust Therebythe observed variables correlated variables total (item-total correlation) small (<0.4)were excluded and the scale is accepted as Cronbach alpha coefficient reliabilitysatisfactory (> 0.7)

1.2.3 Variable measurement

Assurance: Quality assurance means developing operational controls to ensure that

the results match the desired outcomes Customer service operations are designed tokeep customers satisfied while protecting the organization To make sure customerservice achieves these goals in business, the person responsible for qualityassurance must define the quality functions as they apply to how you serve yourcustomers Once such definitions are in place, you can define the resources required

to fulfill the defined mandate and make sure your customers experience qualityservice

Reliability: The ability to perform the promised service dependably and

accurately Reliability can be defined as the probability that a product, system orservice will performs intended function on adequately for a specified period of time,operating in a defined operating environment without failure

Tangible: The appearance of physical facilities, equipment, personnel and

communications materials

Empathy: The approachability, ease of access and effort taken I understand

customers needs The basic definition of customer empathy is the ability to identify

a customer's emotional need or state, understand the reasons behind this state, andrespond to it effectively and appropriately These emotional needs can includepersonal feelings toward the company, interaction, or products the business hasexchanged with the customer It also can be a single problem with the interaction.The customer empathy should be addressed before, during and after the interactionwith the customer to give her the best experience possible with the company and itsrepresentatives

Responsiveness: The willingness to help customers and provide prompt service.

Responsiveness in the context of a system can be defined as the outcome that can beachieved when institutions and institutional relationships are designed in such a waythat they are cognisant and respond appropriately to the universally legitimateexpectations of individuals

1.2.4 Questionaire design

Based on the platform of the theoretical principles and real-world experiences in theprocess of ensuring quality e-customs services questionnaire was designed toanswer two key questions:

 How these factors directly affect the quality of e-customs services at VietKhai Company?

 How to improve the quality of e-customs services at Viet Khai Company?

CHAPTER II: OVERVIEW OF VIET KHAI ONE MEMBER

LIMITED COMPANY

2.1 General information of Viet Khai One member Limited Company

 Vietnamese name: Công ty trách nhiệm hữu hạn một thành viên ViệtKhải

 English name: Viet Khai One member Limited Company

2.2 The foundation of Viet Khai One member Limited Company

Viet Khai One member limited company, established in 2006, has its name,company legal status, bank account in VND and foreign currency at commercialbanks and its own seal in the form prescribed by the state The primary servicesoperated by the company include implementation of the Customs Service (Customsdeclaration Electronic Registration, importing and exporting license, certificate oforigin, certificate of registration of chemical quality test, advising on importing andexporting duties, value added tax ), freight forwarding and transportation

Over 10 year-experience, Viet Khai one member limited company has its ownposition in freight forwarding and e-customs sector of Hai Phong market inparticular as well as in Vietnam transportation industry in general With the purpose

of developing professional staff, the company offers variety of training course toimprove skills in working procedure