Researching about factor effect to satisfaction of customer when use service at thegioididong branch

This research paper was using Servqual model consists of five factors that influence customer satisfaction, along with that is through surveys, collect and analyze data with Spss to clar

Advisor’s assessment

Abstract :

The stiff competition of the retail market, especially the fast-growing smartphone market, are an opportunity for enterprises can increase their competitiveness, expand markets, especially for a big brand and perennial as Thegioididong However that requires business itself must constantly improve its service quality to entice current customers by smartphone market are showing signs

of saturation This research paper was using Servqual model consists of five factors that influence customer satisfaction, along with that is through surveys, collect and analyze data with Spss to clarify the factors would really strong influence to the customer when using the services

in the branch of 200 D2 , Binh Thanh district of Thegioididong And technical infrastructure, varied payment methods, capable of serving staff are factors

Chart list :

Figure 1.1 Conceptual framework 17

Figure1.2 Sex and age structure in survey 23

List of tables : Table 1.1 Questionnair 25

Table 1.2 The FHY after analysis SPSS 28

Table 1.3 The RES after analysis SPSS 29

Table 1.4 The REL after analysis SPSS 30

Table 1.5 The CAP after analysis SPSS 31

Table 1.6 The EMP after analysis SPSS 32

Table 1.7 The SAT after analysis SPSS 33

Table 1.8 KMO 34

Table 1.9 Total Variance Explained 35

Table 1.10 Rotated Component Matrix 36

Table 1.11 Model Summary 37

Table 1.12 ANOVA 37

Table 1.13 Coefficients 38

Contents

Executive Summary 7

Chapter 1 Introduction: 8

1.1 Research aim : 8

1.2 Research Question : 8

1.3 Context and relevance : 8

1.4 Scope of research: 9

1.5 Structure of the Paper : 10

1.6 Conclusion : 10

Chapter 2 - Literature Review 11

2.1 Opportunities and challenges in the development of thegioididong intelligent mobile phone market: 11

2.2 The relationship between customer satisfaction and quality service: 12

2.3 SERVQUAL model : 14

2.4 Conclusion : 16

2.5 Conceptual framwork : 17

Chapter 3 Methodology 18

3.1 Inductive Approach : 18

3.2 Quantitative data : 18

3.3 Research Design : 19

3.4 Data Collection : 20

3.5 Data Analysis 21

3.6 Validity : 21

3.7 Reliability : 22

3.8 Conclusion : 22

Chapter 4 Finding 23

4.1 Questionnaires: 24

4.2 Naming and interpreting the meaning of the factors: 26

4.3 Cronbach's Alpha 27

4.4 EFA Analysis : 34

4.5 Regression analysis : 37

4.6 Conclution : 39

Chapter 5 Recomment and conclution 40

5.1 Overview of Findings : 40

5.2 About Physical foundations : 40

5.3 About Service capabilities : 41

5.4 Limitation of research : 42

5.5 Future of research : 43

5.6 Conclution : 43

Reference : 44

Executive Summary

Research paper aims to answer the question: "What factors would affect the satisfaction of customers using the service in the branch Thegioididong 200, D2, Binh Thanh district, HO CHI MINH CITY The content of the research paper clarifying the factors that would affect the satisfaction of customers using the service in thegioididong, from which identify the factors that would influence the most to customers, can see the needs of the client, proceed to change the quality of service for at the same time determine the need to fix weaknesses as well as strengths need to promote

Research articles have used quantitative methods to collect data A table with the number 19 question to conduct the survey of 200 people who have used the service in the branch, 200 Thegioididong D2 Street, Binh Thanh district, HO CHI MINH CITY The questions focus on the customers ' opinions about the quality of service at Thegioididong and questionnaire was distributed to the participants in the next line Survey results collected will be analyzed through SPSS software, research shows the full facilities, clean, diverse forms of payment, the interest of employees to the customer and the employee's understanding of the product need advice affecting customer satisfaction when using services at Thegioididong

Chapter 1 – Introduction:

1.1 Research aim :

The purpose of this research study is to find out the factors that may affect customer satisfaction when shopping mobile devices in 200 D2, Binh Thanh district, HO CHI MINH CITY Ho Chi Minh Learn the importance of each factor for business From that give the greatest impact factor to the satisfaction of the client, at the same time learn the requirements of the consumers with regard to product quality, as well as finding ways to improve the quality of the existing services of the company Moreover this study to review the advantages and disadvantages in comparison with competitors in the same industry

1.2 Research Question :

“What factors affect customer satisfaction when using the service at the branch

thegioididong, 200 D2 Street, Binh Thanh District, Ho Chi Minh City? "

1.3 Context and relevance :

Smartphone has become an indispensable means for the life of the people, by the convenience as well as the efficiency in life and daily work that it brings According to a study that showed the students can check their smartphone 60 times in a day and can continuously use them more than 4 hours a day (Harman & Sato, 2011; Kang Jung & the year 2014; Lepp, Barkley, & Karpinski, 2014), the web Page "We are social" has taken the statistics about the trend to use the internet, remote network and especially mobile of the 30 countries in the world including Vietnam Vietnam's population is specifically more than 90 million people will come to 39.8 million internet users (44%), 28 million people own social networking accounts (about 31%), 128.3 million people had mobile networking (141%) and the number of people using social accounts on your phone is 24 million (26%) and according to the report "the situation of mobile ads in regions of Asia, Thai Pacific Opera "by Mediaworks and Marketing Association made in 2015, Vietnam

is one of four countries in the Asia-Pacific region has a fast growth rate of the number of smart phone users Traffic levels are used in Vietnam reached the highest landmark in the

area For every users in Vietnam using 85MB/month, close by the global average with 90

It shows the level of penetration of smartphone on in life is growing constantly And that

is a piece of fertile land to businesses trading on the smartphone product in General and particular Thegioididong can exploit and make profit And to do that job, then the customer satisfaction is the essential thing, to be able to change the products, services or create competitive advantages that the opponent does not have to be aimed at retaining customers

1.4 Scope of research:

This essay clarify the factors affecting customer satisfaction when using services at the branch thegioididong smartphone, 200 D2 Street, Binh Thanh District, Ho Chi Minh City Investigate their importance as guest impact resistance in the process of using the service and what factors are most important in determining the behavior of their purchases Finally, to clarify the business opportunities, the strengths and weaknesses that exist in thegioididong, helping the company can utilize, develop business advantages, as well as improve weaknesses, increase competitiveness in the smartphone market are too many competitors today

However this research paper also inevitable that the points limit This dissertation research in a short time, so that the research is also done in a limited range, it is in the branch, number 200 Thegioididong D2 Street, Binh Thanh district, HO CHI MINH CITY , In order to ensure progress If there is sufficient time, then the research can be done in the other branch in Phu Nhuan district, District 1, District 3 and many other affiliates also have a very large customer, in order to have a broader results And followed the survey questions to be applied on a random sample survey with the participation of 250 people and the answers of the candidates participate in a survey may not be accurate

1.5 Structure of the Paper :

The essays are arranged according to the chapter to be able easily to the system

 Introduction : Introduction to the need, as well as the reason to choose this topic Present

research objectives, scope, object as well as research methods

 Literature review : Giving evidence on the relationship between quality of service and

customer satisfaction Talking about the Servqual model and the urgency it for this topic

 Methodology : Clarification of the research approach, advantages of quantitative

research, method of collecting and analyzing data obtained by the software spss At the same time clarify the credibility of this study and the limited existence of corruption

 Finding : Analysis of results from the survey of generation of revenue through software

spss, clarify the factors would really impact on the satisfaction of customers using the service in the branch, number 200 Thegioididong D2, Binh Thanh district, Ho Chi Minh City

 Recomment and conclution : Affirm again the strong impact factor to the satisfaction of

the customer, from there take out the solutions to enhance the quality of service based on the factors that enhance customer satisfaction

Chapter 2 - Literature Review

2.1 Opportunities and challenges in the development of

thegioididong intelligent mobile phone market:

In the rapid development of mobile communication, network and Internet service has become an indispensable part in daily life, (to 2014) Then this is the continuous development of the intelligent mobile phone, open a new era of technology has become widespread and gradually replace the notebook computer of such equipment ( Castaldi & addeo 2007)

The website "We are social" has taken the statistics about the trend to use the internet, social networks and especially mobile of the 30 countries in the world including Vietnam Specifically, Vietnam's population is more than 90 million people will come to 39.8 million internet users (44%), 28 million people own social networking accounts (about 31%), 128.3 million people had mobile networking (141%) and the number of people using social accounts on your phone is 24 million (26%) The company also Appota most put out a few numbers relating to the mobile sector in Vietnam According

to the report, Vietnam currently has about 22 million people use smartphone Among the

22 million users, has more than 200 million downloads of applications from both IOS and Android operating systems Can see the smartphone are a fertile business market for Thegioididong, especially in Ho Chi Minh City

However, according to the report by market research company GFK, in 2013, the total sales of electronic products-electrical machines in Vietnam totaled about 5.4 billion dollars, of which, private phone plate up to nearly 2 billion Thegioididong (TGD )

currently occupy about 25% of the retail market in Vietnam, followed by a number of names such as Telecommunications, Naidu, FPT, Viettel As a retail distributor emerging smartphone, Thegioididong are much more favorable in the competition with the other big man So the advanced quality of service, product diversification, enhance the satisfaction of customers is extremely important

2.2 The relationship between customer satisfaction and quality

service:

According to Wolfgang Kersten and Jan Koch 2010, quality service is the gap between the expectations of customers with the quality of that service The service is not material that is relevant and experience with client satisfaction (according to George c l Bezerra, Carlos f Gomes 2015) and measure the quality of service and customer satisfaction has been the business interest The quality of service as the source of life of a business, the value of the service provider for clients becomes a competitive advantage (Mohsan Khudri Saida Sultana 2015) Moreover, the growth of mobile subscribers as well as popular as smartphone usage today, enhancing the quality of the service again becomes more important for the mobile world

There have been many research paper talks about the quality of service and how to

measure it as:

 Studies on the effects of service quality dimensions and passenger

characteristics on passenger's overall satisfaction with an airport of George

c l Bezerra, Carlos f Gomes 2015: research aims to study the influence of the quality of service of the airport to Brazillian satisfaction of customers

 As research by MEHDI ZAIBAF, FARIZ TAHERIKIA, and MEYSAM

FAKHARIAN 2015 about Effect of Perceived Service Quality on Customer Satisfaction in Hospitality Industry: Gronroos'Service Quality Model Development: research is focused primarily on the impact of the quality of service for the feel and research shows the image of the business have a positive impact on customer satisfaction

 The influence of the quality of New zeland banking services to the

satisfaction of the client by analyzing the data obtained was made by Michel Rod, Nicholas j Ashill, Jinyi Shao and Janet Carruthers in the year 2008, results show a relationship between the quality of information systems, product quality of banking services internet service, quality and customer satisfaction

According to Cristina Calvo-Porral and Jean-Pierre Lévy-Mangin (2016) then the

customer loyalty provides long-term competitive advantage, so that maintaining current clients is the indispensable job And to do that, the satisfaction of customers is always the problem that the trader concerned to minimize the customer decide to choose a product or service from the competition Business must focus improving the quality and value of the service, make the customer clearly benefits and their value to the business So also with the Heesup Han and Sean Sunghyup Hyun (2017), one of the tasks for improving the satisfaction of the customer about the service that the hotel is enhanced tuber quality service, thereby enhancing overall product sales From there turn the satisfaction into loyalty to the business Increase profits for the company in terms of the long term

On the other hand for Leila Agha Kasiri, Kenny Teoh Cheng Guan, Murali Sambasivan, Samsinar Md Sidin (2017)., changing, customizing services contribute to improving the quality of service, quality has a strong impact on customer satisfaction and ultimately decided to satisfaction of customer loyalty Key to the increase of the level of competition has meant that businesses must change to meet the service needs of customers (according

to Beatty, 2015), by the customer not only interested in the quality of service that it is the method that they can get the product or service Not stop there in the Logistic field, customer satisfaction plays a role of utmost importance in the environment in which the needs of the customers and they have many more choices about products and services Required the company to grasp the needs of the client, create a competitive advantage, reduce competitors, improve customer satisfaction, which can expand the business It is not just the quality of the service, but also the price, how to serve (By

Ieva Meidut -Art ras Aranskis, M., Litvinenko Kavaliauskien 2013)

Finally, the quality of the service, satisfaction, customer loyalty and profitability of business relationships interwoven together (according to Nesrin Ozatac, Tulen Saner, Zeynep Suzmen Sen 2016) The increase of this element will also positively influence the rest of the elements And the satisfaction of customers is one of the important elements to create success The development, improve the service helps businesses create s u differences with opponents

2.3 SERVQUAL model :

Quality evaluation model of services, this model by Parasuraman and proved in 1988 The system consists of 22 questions with integrity to the 5 components with the reviews of the quality of customer service The distribution of the quality of service concepts in the structure as follows: tangible, credible, feedback, make sure and empathy It is based on the distance between the expectations and the customer's experience, which can be negative or positive if the higher expectation of experience or expectation is less than or equal to the corresponding experience (By Parasuraman et al., 1985; Zeithaml et al., 1990)

According Yousapronpaiboon Khanchitpol 2014:

 Reliability Group: measuring the level of implementation of the proposed

service program with 5 variables observed

 The level of response: measure the ability to perform timely and on time

service with 3 variables observed

 Group capacity: measuring the ability to create trust and peace of mind of

customer services unit with 4 variables observed

 The level of empathy: the measurement of the ability of concern, sympathy

and care of each individual customer with 4 variables observed

 Tangible physical media Group: measuring the level of attractiveness, of the

physical equipment, hours of service, as well as the costumes of the staff with the observed variables 5

In the distance the service quality in the SERVQUAL model include: firstly, the gap appears when there are differences between the customer's expectations of quality service that administrators feel about the expectations of the customer This distance expressed in that the service provider does not know all the trait would make up the quality of its services as well as the method of delivery to customers to satisfy their needs.-About how the two, is the difficulty in transforming their perceptions about the expectation of the client into the quality characteristics of the service Despite knowing the expectations of customers as do professional ability of staff, About the third way, appears when employees

do not transfer services to customers according to the specific criteria were originally Allied Scouts determine The staff is the important role parts in creating quality of service,

if some employees did not complete the tasks according to the criteria will affect the quality of the service The promise from advertising will increase the expectations of

customers, when they are not implemented as what was promised, it will reduce the quality that customers perceive This is about the fourth way And in the end the difference between the expected quality and quality they felt This is precisely the distance Thursday (By Edward Shiu, Liz Vaughan and Mike Donnelly 1997) This distance depends on the four previous distance Parasuraman & ctg (1985) for that quality of service

is dependent on the distance this Thursday, to reduce the gap to reduce the four distance above (Parasuraman & ctg, 1988)

The advantage of using Servqual model: (according to the 2002 Blixrud): The service provider can obtain the weapon forward feedback from customers who are using the service With the assistance of the analysis tools we found was exactly the problem that the customer is experiencing, or customer's needs with respect to how the current service from the quantitative data that we obtained through surveys or other strong points are the way it needs to promote and weaknesses need to be overcome The provider may change or improve the quality of existing services, thereby enhancing customer satisfaction, enhance the image of your business, be classified into different segments according to the Servqual scores Moreover, Servqual also can apply in many areas of service in various circumstances such as:

 Research of Dr Gantasala v Prabhakar in 2013 on SERVQUAL and Customer

Satisfaction: The Mediating influence of Communication in the Privatized Telecom sector, the study mainly examined the impact of service quality for customer satisfaction in a telecommunications company in Oman by Servqual model

 Study of Applicability of SERVQUALin restaurants: an exploratory study in a

Portuguese resort, research to clarify the availability of the Servqual model with the restaurant service with survey consists of 300 people in a villa in Portugal

 Research on the Use of Servqual in the Evaluation of Ser vice quality of

Academic Libraries in developing countries by Brendan e A sogwa BEA 2014 has pointed out the negative in the differences in the use of library services, the library does not have not met the expectations of the customer Model Servqual

was applied to compare the quality of academic library services between the developed and the developing

2.4 Conclusion :

As such, the quality of service has a positive or negative impact on the satisfaction of our customers, especially during the development of the use of mobile devices such as the present, with the number of people using mobile devices, stats are significantly increased

by the ITU (international telecommunications organization) , so there is the opportunity to Thegioididong can enhance the quality of our services to improve client satisfaction, however Thegioididong faced lie about the market share of the major such as FPT, Naidu, CellphoneS, Mobilecity and raising customer satisfaction important more than ever through improving competitive advantage and overcoming the limitations that currently exist in the enterprise Can be seen with the advantages of the Servqual model, it is used more in evaluating service quality in many different cases, so can fully apply the model to apply to services in the branch, number 200 Thegioididong D2 Street, Binh Thanh district,

HO CHI MINH CITY

Chapter 3 – Methodology

3.1 Inductive Approach :

Research articles using the inductive method (bottom-up approach) In an inductive approach to research, a researcher begins by collecting data that is relevant to his or her topic of interest Once a substantial amount of data have been collected, the researcher will then take a breather from data collection, stepping back to get a bird's eye view of her data At this stage, the researcher looks for patterns in the data, working to develop a theory that could explain those patterns Thus when researchers take an inductive approach, they start with a set of observations and then they move from those particular experiences to a more general set of propositions about those experiences In other words, they move from data to theory, or from the specific to the general There are many good examples of inductive research, but we'll look at just a few here One fascinating recent study in which the researchers took an inductive approach was Katherine Allen, Christine Kaestle, and Abbie Goldberg's study (2011) of how boys and young men learn about menstruation To understand this process, Allen and her colleagues analyzed the written narratives of the 23 young men in which the men described how they learned about menstruation, what they thought of it when they first learned about it, and what they think

of it now By looking for patterns across all 23 men's narratives, the researchers were able

to develop a general theory of how boys and young men learn about this aspect of girls ' and women's biology They conclude that the sisters play an important role in boys ' early understanding of menstruation menstruation, that makes the boys feel somewhat separated from girls, and that as they enter young adulthood and form romantic relationships, young men develop more mature attitudes about menstruation

3.2 Quantitative data :

Quantitative research gathers data in numerical form which can be put into categories, or

in rank order, or measured in units of measurement This type of data can be used to construct graphs and tables of raw data Quantitative researchers aims to establish general laws of behavior and phenonomon across different contexts Research is used to test a theory and ultimately support or reject it (Research methods for business students - Mark Saunders ,Philip Lewis ,Adrian Thornhill-2009) Quantitative data can be interpreted with

statistical and since statistics are based on the principles of mathematics, the quantitative approach is viewed as scientifically objective, and rational (Carr, 1994; Denscombe, 2010) Useful for testing and validating already constructed theories Sophisticated software removes much of the need for prolonged data analysis, especially with large volumes of data involved (Antonius, 2003) Quantitative data is based on measured values and can be checked by others because numerical data is less open to ambiguities of interpretation Hypotheses can also be tested because of the used of statistical analysis (Antonius, 2003) In this chapter, data has been collected through quantitative questionnaire

Quantitative Observation

This is straightforward enough Data may be collected through systematic observation by, say, counting the number of users present and currently accessing services in a specific area, or the number of services being used within a designated vicinity

When quantitative data is being sought, the approach is naturalistic observation, which mostly involves using the senses and keen observation

skills to get data about the “what”, and not really about the “why” and “how”

Experiments

They are considered to be a form of experiment, and are quantitative in nature These methods involve manipulation of an independent variable, while maintaining varying degrees of control over other variables, most likely

the dependent ones Usually, this is employed to obtain data that will be used later on for analysis of relationships and correlations

This research paper using questionnaires do design research Questionnaires can be classified as both, quantitative and qualitative method depending on the nature of questions Specifically, answers obtained through closed-ended questions with multiple choice answer options are analyzed using quantitative methods and they may involve pie-charts, bar-charts and percentages, whereas answers obtained to open-ended questionnaire questions are analyzed using qualitative methods and they involve discussions and critical analyses without use of numbers and calculations Specifically here is to use scaling Questions Also referred to as ranking questions, present an option for respondents to rank the available answers to the questions on the scale of given range

of values (for example with this research is from 1 to 5) With 19 questions related to the human elements of incense to the satisfaction of customers using the service in the branch, number 200 Thegioididong D2 Street, Binh Thanh district, HO CHI MINH CITY

The questionnaire was designed to standardize, so have the objectivity than gathering data through interviews Besides answering the same question survey also increases fairness Next, the information collected through the questionnaire can narrow the time survey and research, as well as save a lot of costs, in accordance with the circumstances of the time require quite limited of this research paper

3.4 Data Collection :

The data collection was conducted with 250 random clients used the service to buy the smartphone as well as repair services in the branch, number 200 Thegioididong D2 Street, Binh Thanh district, HO CHI MINH CITY Ho Chi Minh The survey and information gathering took place from 20 to 28 July of the year 2017, when in time this branch Thegioididong are entered on many smartphone items, especially items that are consumers

of qian Because the issue of time limits should the survey can only be performed in the branch of 200 D2, Binh Thanh district and at random

3.5 Data Analysis

To analyze the data collected, the study has used the tool SPSS statistical software, is commonly used for investigative studies sociology and Econometrics Descriptive statistics, testing the reliability of scales with Cronbach's Alpha analysis, correlation, linear regression, multiple and single-medium (T-test) through SPSS, the data obtained can be reflected through the tables, Visual chart SPSS is a popular application in market research: research and product development, expand the market; the satisfaction of our customers As the study of Wang Huanzhang, Kyung Hoon Kim, EunjuKo, Honglei Liu about the Relationship between service quality and customer equity in traditional markets

2016 has used spss to analyze data and service quality has a significant influence to the equality of the client on the market system and Emmy which is the most important factor

to increase customer satisfaction So the use of SPSS workable for this study

3.6 Validity :

Leydens & Moskal (2002) determined the validity is "the extent to which the evidence supported the interpretation of the data is accurate and using proper interpretation" In other words, Joppe (2000) stated that validity is if the result is honest and reliable He also adds that in order to determine the validity, researchers often put out a series of questions, and will often search for answers in the research of others to know whether measurements are correct or not

Because of the limited time for research should only be performed in the branch number

200 Thegioididong D2, Binh Thanh Dist Along with the model number just 150 people any restriction makes the results of the survey of the factors affecting the satisfaction of customers could not cover all the customers in all branches of Mobilecity on both the water In addition, the individuals who participate in reviews also make the effect of the reduced, research by the information they provide may not be real or by inertia, also make the results of research are not correctly

3.7 Reliability :

The restrictions on research time, limited sample sizes as well as restrictions on the survey area has reduced the credibility of the research To fix this, the survey conducted in many places that specifically here is the other branch in Phu Nhuan district, District 1 along with choosing a sample size being bigger than is necessary, to be able to cover all the clients in the branch of Thegioididong from which enhance the reliability of the research

3.8 Conclusion :

So this chapter has clarified that the research method was carried out to collect the required data, along with tools used to analyze and complete lines out survey results, as well as inductive research approach and details of time, place and performed survey data analysis in order to answer the question: ": these factors would affect the satisfaction of customers using the service in the branch, number 200 Thegioididong D2, Binh Thanh Dist Additionally, clarify the limitations as well as the reliability of the research paper