The impact of service quality on customer satisfaction at southern information and valuation corporation sivc

OPEN UNIVERSITY MALAYSIA HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY MASTER OF BUSINESS ADMINISTRATION BUSINESS RESEARCH THE IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION AT SOUTH

OPEN UNIVERSITY MALAYSIA

HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY

MASTER OF BUSINESS ADMINISTRATION

BUSINESS RESEARCH

THE IMPACT OF SERVICE QUALITY

ON CUSTOMER SATISFACTION AT SOUTHERN INFORMATION AND VALUATION CORPORATION (SIVC)

Teacher: Dr Bui Phi Hung

Student: Tang Thai Bich Thong

Class: MBAOUM0316_K20A

ID Code: CGS00064983

ACKNOWLEDGMENT

With deep affection, sincerity, allow me to express my gratitude to all the agencies and individuals who have helped me in my studies and research to complete this dissertation

I sincerely thank all the teachers, teachers and civil servants of Ho Chi Minh City University of Technology for helping me in all aspects during the study and research

In particular, I would like to express my deep respect and gratitude to the teacher Dr Bui Phi Hung who personally directed and assisted me throughout the study period to complete this dissertation

I would like to express my sincere thanks to the Board of Management, Departments / Branches of the Southern Information and Valuation Company (SIVC) for facilitating

my participation in the course and collection Data for this thesis

Lastly, thank you to my friends, colleagues, classmates for their suggestions on the thesis

EXECUTIVE SUMMARY

Since the early 1990s, valuation services in Vietnam have been constantly evolving In fact, domestic appraisal firms have taken steps to improve service quality, implement strategies aimed at customer satisfaction but overall still limited How to improve the quality of valuation services that bring satisfaction to customers is always

an important objective that appraisers try to achieve When a price appraiser does not meet the customer's requirements, not only does the appraiser lose that customer but it also loses a lot of potential customers The study of the topic: "The impact of service quality on customer satisfaction: Research at Southern Information and Valuation Company" has profound theoretical and practical significance

Thesis uses qualitative research methods and quantitative methods through to-face interviews with detailed questionnaires to assess the theoretical and theoretical models The Customer Satisfaction Assessment Model for Quality of Service Based on the SERVQUAL Scale - A tool for measuring service quality consists of five components of reliability, responsiveness, service capability, Empathy and tangible means

face-The results of the analysis show that there are five factors that affect customer satisfaction with the SIVC valuation service, including: Reliability, Empathy, Service Capability, Responsiveness, and Medium material Five factors have a positive standardized Beta, so these variables work in the same direction as customer satisfaction On the other hand, the 5 factors that affect customer satisfaction are Sig value <0.05 Therefore, they have a significant impact on customer satisfaction, with the strongest factor being the reliability with Beta = 0.389 This result confirms the hypotheses about the relationship between satisfaction and the factors influencing satisfaction expressed in the research model (from H1 to H5 hypothesis) accepted and validated fit Since then, SIVC needs to focus on further improving these factors to improve customer satisfaction

TABLE OF CONTENTS

ACKNOWLEDGMENT i

EXECUTIVE SUMMARY ii

TABLE OF CONTENTS iii

LIST OF ABBREVIATIONS vi

LIST OF FIGURES vii

LIST OF TABLES viii

CHAPTER 1 OVERVIEW OF RESEARCH THEMES 1

1.1 Rationale 1

1.2 Research questions 2

1.3 Objectives of the study 2

1.4 Research Methods 2

1.5 Scope and Limitation 3

1.6 Significance of the Research 4

1.7 Proposed Structure 4

CHAPTER 2 THEORETICAL BASIS AND RESEARCH MODULES 5

2.1 Service quality 5

2.1.1 Service quality 5

2.1.2 Studies on the composition of service quality 6

2.2 Customer satisfaction 10

2.3 The relationship between quality of service and customer satisfaction 12

2.4 Theories and models of research 14

CHAPTER 3 RESEARCH METHODOLOGY 17

3.1 research process 17

3.2 Research Design 17

3.2.1 Preliminary study 17

3.2.1.1 Preliminary qualitative research 18

3.2.1.2 Results of the preliminary measurement 18

3.2.1.3 Preliminary qualitative research 20

3.2.1.4 Results of preliminary quantitative research 20

3.2.2 Formal study 22

3.2.2.1 Sampling 22

3.2.2.2 Sample size 22

CHAPTER 4 RESULTS RESULTS 23

4.1 Sample democraphics 23

4.2 Cronbach's Alpha Scale Reliability Test 25

4.3 Analyzing the EFA Discovery Factor 27

4.3.1 Analytical EFA measure of service quality 27

4.3.2 Analyzing the EFA scale of satisfaction 30

4.4 Regression analysis 30

4.4.1 Pearson correlation coefficient analysis 30

4.4.2 Regression analysis 31

4.4.3 Results of hypotheses and research models 33

4.4.4 Detect violations of necessary assumptions 34

4.5 Analyze the difference in customer satisfaction with demographic factors 35

4.5.1 Check the difference in sex satisfaction 36

4.5.2 Check for differences in age satisfaction 36

4.5.3 Verify differences in level of satisfaction by level 37

4.5.4 Determine the difference in career satisfaction 38

4.6 Discuss the research results 39

CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS 41

5.1 Conclude 41

5.2 Administrative implication to improve customer satisfaction with the quality of valuation services 42

5.2.1 Management implication of responsiveness 42

5.2.2 Administrative implication of empathy 43

5.2.3 Management implication on service capability 44

5.2.4 Management implication of responsiveness 47

5.2.5 Implication of management of tangible means 48

5.2.6 Other administrative implications 49

5.3 Limit topics and research direction follow 51

Referrence 53

APPENDIX 55

APPENDIX 1 55

APPENDIX 2 59

APPENDIX 3 60

APPENDIX 4 64

APPENDIX 5 67

APPENDIX 6 74

APPENDIX 7 77

APPENDIX 8 79

ECSI: European Customer Satisfaction Index

EFA: Exploration Factor Analysis

HH: tangible means

HL: Satisfaction

NL: Serving capacity

SERVQUAL: Service quality

SIVC: Southern Information and Valuation Joint Stock Company

TC: Trust

Self assessment: Appraisal

VVA: Vietnam Valuation Association (Vietnam Valuers Association)

WAVO: World Association of Valuation

LIST OF FIGURES

Figure 2.1 Model 5 service quality distance 7

Figure 2.2 Service quality model of Gronroos 8

Figure 2.3 Customer Satisfaction, Teboul, 1999 12

Figure 2.4 The relationship between quality of service and customer satisfaction of Zeithaml & Britner (2000) 13

Figure 2.5 Recommended research model 15

Figure 3.1 Researcch process 17

Figure 4.1 The level of use of the appraisal service 25

Table 4.4 Results of the EFA analysis for the service quality scale 27

Figure 4.2 Research model confirmed by research data 34

Figure 4.3 Scatterplot HL chart 34

Figure 4.4 Histogram histogram HL 35

Figure 1.1 Organizational Structure of SIVC 56

Figure 1.2 Turnover of Southern Information and Valuation Corporation - SIVC 57

LIST OF TABLES

Table 2.1 Ten factors SERVQUAL 9

Table 2.2 Five elements of the SERVQUAL model 10

Table 3.1 Results scale discussion 19

Table 4.1 Sample characteristics of the survey 23

Table 4.2 Cronbach's Alpha reliability test results 26

Table 4.3 KMO and Bartlett's Test 27

Table 4.4 Results of the EFA analysis for the service quality scale 27

Table 4.5 Results of the EFA analysis of satisfaction scale 30

Table 4.6 Test the correlation between independent and dependent variables 31

Table 4.7 summarizes the regression model of customer satisfaction 32

Table 4.8 Results of regression model of factors affecting satisfaction 32

Table 4.9 Independent Samples Test by sex 36

Table 4.10 Age-specific ANOVA test 37

Table 4.11 Qualification of ANOVA by Level 37

Table 4.12 Accredited ANOVA by occupation 38

Table 4.13 Comparison of significance levels and mean values 40

Table 5.1 Statistics of the reliability scale 42

Table 5.2 Statistics of mean values of empathy scales 43

Table 5.3 Statistics of mean values of service capability scales 44

Table 5.4 Statistics of mean response scale 47

Table 5.5 Statistical Statistics of Means of Means of Measurement 48

CHAPTER 1 OVERVIEW OF RESEARCH THEMES

1.1 Rationale

As the economy develops, appraisal services are a necessity Throughout the development phase, appraisal services increasingly assert roles and positions in service industries As other industries develop, complex economic relationships, the appraisal service grows in both breadth and depth to serve that change The fact proves the role

of valuation as more and more social problems of the economy are supported by valuation services such as public asset procurement, asset price determination, Finance, tax calculation, settlement and valuation of real estate for ground clearance, business cooperation, proof of capital contribution when establishing enterprises, transfer of contributed capital, equitization It can be seen that appraisal services are necessary and important for the economy

Since the early 1990s, valuation services in Vietnam have been constantly evolving Up to now, Vietnamese law has allowed more than 132 enterprises to conduct price verification services and to recognize more than 500 price appraisers who qualify for price appraisal practice nationwide The rapid development of the industry also created fierce competition for market share Apart from domestic firms, there are also strong and experienced foreign corporations and companies involved in competing for domestic market share In fact, domestic appraisal firms have taken steps to improve service quality, implement strategies aimed at customer satisfaction but overall still limited How to improve the quality of valuation services that bring satisfaction to customers is always an important objective that appraisers try to achieve When a price appraiser does not meet the customer's requirements, not only does the appraiser lose that customer but it also loses a lot of potential customers

Southern Information and Valuation Company (SIVC) was formerly the Southern Information and Valuation Center - Ministry of Finance Established and developed first in Vietnam since 1999 The establishment and operation of SIVC to meet market demand and the essence of valuation services in the process of integration and development

However, in the context of increasingly intense competition, in order to compete and affirm the SIVC brand in the market, SIVC should have the right orientation and strategy not only to invest in facilities , Technology but also human resources investment in a way to improve the quality of valuation services, develop customers, take advantage of opportunities In order to become one of the leading providers of valuation services, improving the quality of valuation services to meet the increasing demands of customers is an urgent requirement for SIVC in the period The present

paragraph

Starting from the above, the topic: "The impact of service quality on customer satisfaction: study at Southern Information and Valuation Corporation" was chosen by the author as the thesis Masters

1.2 Research questions

To achieve the above objectives, research should answer the following questions:

1 What are the factors of the quality of the evaluation services that affect customer satisfaction?

2 What is the level of impact of the quality of the price evaluation service on customer satisfaction?

3 What are the management implications that should be proposed to improve customer satisfaction with the quality of valuation services at Southern valuation and information appraisal companies in the near future?

1.3 Objectives of the study

The thesis aims to the following research objectives:

- Identify the elements of the quality of the valuation services that impact on customer satisfaction

- Measure the impact of quality evaluation services on customer satisfaction

- Suggest some administrative implications to improve customer satisfaction with the quality of valuation services at South-South information and valuation companies in the coming time

1.4 Research Methods

The study was conducted through two phases: the first phase of the preliminary study and the second phase of the formal study

Stage 1: Preliminary research

Taken by two methods: qualitative research and qualitative research Preliminary qualitative research is conducted through consultation techniques and is based on the scale of previous studies to build a draft scale From the draft scale, using focus group discussion techniques to eliminate unobservable variables, add and correct observation variables to build a preliminary scale

Preliminary quantitative research was conducted with a small sample size (N = 150)

by direct interview method through detailed questionnaires for preliminary assessment

of reliability, Actual survey conditions, to avoid errors during the design of the questionnaire Then adjusted accordingly to perfect the scale and questionnaire for the formal study

Stage 2: formal study

Made by quantitative research From the survey questionnaire, the data was collected from a sample of 300 customers of Southern Information and Valuation The author uses SPSS 22 software to process the data Data after analysis and evaluation are used

to test scales, research models, and research hypotheses

1.5 Scope and Limitation

SIVC is one of the leading enterprises in the appraising industry in the South in particular and the whole country in general with many advantages in the appraisal business

On the other hand, SIVC also has a good understanding of local customers and a large number of traditional customers and strategic partners such as Vietnam Dairy Products Joint Stock Company, Vinacafé Bien Hoa Joint Stock Company and many large units other…

Currently, SIVC is gradually improving information systems increasingly modern, using the software technology in management and business Perform survey and storage of price data systems Currently, the company's price data on real estate has reached over 25 major cities, data continuously for 5 years Data on other services such as prices in the fields of machinery, equipment, medical equipment and medical equipment have also been fully updated in the last 3 years [14]

SIVC staff is experienced, as of 30/6/2016, at SIVC has nearly 300 qualified employees Of which, postgraduate accounted for 5%, university level accounted for 80%, college 11%, intermediate 4% Equally important is that SIVC has a more appropriate and competitive service charge than other valuers (Internal Quarter 2/2016)

Especially, SIVC always shows its responsibility to the community by participating in social activities such as building charity houses, building solid bridges in rural areas This contributes to affirm the position of SIVC - one of the leading appraisers

Some exist and cause

In addition to the achievements in time, there are still shortcomings in the process of providing evaluation services such as:

- The customer policy is not clearly segmented for each specific customer group, and there is no change in the policy of attracting customers of enterprises cause difficulties for staff in marketing and hard work Customer care

- The company's policy is mainly about the old customers, regular customers, but not focused on the exploitation of new customers

- Young staff, limited experience In particular, the staff at the Sales Department is young and inexperienced, so they have not taken full advantage of the potential and long-standing relationships at SIVC

- Thin business staff, workload a lot, so most of the staff do not have time to market customers

- SIVC has a close, long-term relationship with many businesses, government agencies, institutes, universities but the company has not yet marketed through this number of customers to increase the number of customers potential

- In addition, at branches and representative offices marketing policy and customer care is not paid much attention

The reason is because the functions and duties of the sales staff have not been standardized, the sales staff perform a lot of work, not focusing on the stage of

"selling", more direct leadership is not uniform Marketing policies and customer care Although, the company has developed work procedures in accordance with the law on valuation However, in the process of operation, most of the staff have not fully implemented and follow the process, often shorten the process, so resulting in deficiencies in some products provided to customers

1.6 Significance of the Research

Firstly, in terms of theoretical results, the research contributes to the theoretical and practical basis of the elements of the quality of valuation services that impact on customer satisfaction At the same time, it can serve as a reference for those interested

in doing research to measure satisfaction or improve the quality of valuation services Secondly, in terms of the practicality of the research results, managers of companies doing business in the same type of service and especially the Southern Information and Valuation Company understand the factors of The quality of valuation services affects customer satisfaction, thereby enhancing customer satisfaction, attracting customers, increasing competitiveness and expanding market share in the coming years

1.7 Proposed Structure

The structure of the thesis consists of five chapters, namely:

Chapter 1: Overview of research topics

Chapter 2: Theoretical Foundations and Research Models

Chapter 3: Research Methods

Chapter 4: Research Results

Chapter 5: Conclusion and implication

CHAPTER 2 THEORETICAL BASIS AND RESEARCH

MODULES

In chapter 2, the thesis introduces the concepts and theories of service quality, customer satisfaction Concurrently summarize previous studies on the relationship between quality of service and customer satisfaction, and then propose research models and hypotheses

2.1 Service quality

2.1.1 Service quality

Services play an increasingly important role in creating value for the nation's economy Recognizing the importance of the service, academic researchers have been concentrating their research on this field since the early 1980s In the service industry, the products are invisible, evaluating their quality quite well difficult This can be explained based on the characteristics of the service The theory of service marketing assumes that the service consists of three basic characteristics that are invisible, inhomogeneous and inseparable

There are now many different definitions of service quality, but in general terms the quality of service is what the customer feels Each customer has different perceptions and personal needs so feel the different quality of service

In addition to the expectation of the customer, service quality is also greatly affected

by the service provider Service providers must be able to provide advice, the ability to collect and process information In addition, the service provider must combine their experience and judgment to provide the best possible service to their customers

According to Feigenbaum (1991), service quality is the customer's decision based on actual experience with the product or service, measured on the basis of customer requirements, which can be stated Whether or not it is conscious or simply sensible, totally subjective or professional and always represents a dynamic goal in a competitive market

Russell (1999), the quality of service demonstrates the superiority of goods and services, especially to the extent that people can satisfy their needs and satisfy their customers "

Gronroos (1984), quality of service is the quality that customers perceive through the service they receive and service quality is offered in two areas: (1) technical quality and (2) quality Amount of function Technical quality refers to what is served and the quality of the function that speaks to them is served

Parasuraman & Ctg (1985, 1988) are perhaps the pioneers in the study of service quality in the marketing sector in detail and in detail According to Parasuraman &

CTG, quality of service can be measured by measuring the difference between the level of expectation and the true perceived value of the customer for the service

2.1.2 Studies on the composition of service quality

Model year gap

One of the basic characteristics of service quality is difficult to measure, it is difficult

to determine the quality standards, it depends on the human element is the key Quality

of service is first of all human quality Service products are invisible, quality is determined by the customer, not by the supplier Customer evaluates the quality of a service provided through the evaluation of the company's service personnel and through their subjective feelings

For service products in general, we can measure the quality of service because of the unique characteristics of the product based on Parasuraman's service quality model Inside:

Type 1 distance: Appears when there is a difference between the customer's expectations for the quality of service and the service manager feeling about this customer expectations The basic point of this difference is that the service provider does not know all the features that make up the quality of the service they provide and how they can be delivered to their customers to satisfy their needs Their bridge This

is the most damaging distance

Type 2 distance: The gap between the leader's perceptions and the specific requirements for service quality

Type 2 distance occurs when a service provider is having difficulty converting their perceptions of customer expectations into service quality features In many cases, service providers may be aware of customer expectations but they may not always be able to translate this expectation into quality criteria and deliver them periodically Hope for customers The main cause of this problem is the capacity of the service staff not to meet service needs when the fluctuation range of demand changes in number or change in a short time

Figure 2.1 Model 5 service quality distance

(Source: Parasuraman and partners., 1985) Type 3 distance: Distance between service quality requirements and service performance

Type 3 distance occurs when service personnel do not deliver services to customers according to defined criteria In the service, employees who have direct contact with the customer play a very important role in the process of creating quality However, it

is not always possible for all employees to fulfill their assigned tasks

Type 4 distance: The distance between the information that informs the customer and the service provider

Type 4 gap arose when companies failed to keep their commitments Customers feel a

bad service when service commitments are not made This is usually due to providing the customer with incorrect or misleading information

Distance Type 5: Distance between the desired service and the service received

This type of gap is due to the difference that consumers feel between the quality level they are expecting compared to the quality they feel after using the service

In these models, 5-gap models are more commonly used in practice as well as in research

Parasuraman & ctg (1985), arguing that service quality is a function of the fifth dimension This fifth distance depends on the previous distance That is, distances 1, 2,

3, 4 Therefore, to shorten the fifth distance and increase the quality of service, the service manager attempts to shorten these gaps

The quality of service model according to these researchers can be expressed as: CLDV = F (KC_5 = f (KC_1, KC_2, KC_3, KC_4))

In it, CLDV is service quality and KC_1, KC_2, KC_3, KC_4, KC_5 are quality intervals 1, 2, 3, 4, 5

Service quality model of Gronroos

The Gronroos service quality model identifies three basic components of service quality: quality, technical quality, and image quality

Technical quality is the quality of what the consumer actually receives, as a result of the interaction of the customer with the quality of the business Quality plays an important role for customers in evaluating the quality of service

Figure 2.2 Service quality model of Gronroos

(Source: Gronroos,1984)

Chất lượng chức năng (Chất lượng chức năng) là cách mà khách hàng nhận được kết quả kỹ thuật (Kết quả kỹ thuật) như thế nào Quality binding role of customer clients

Hình ảnh cũng đóng vai trò quan trọng trong chất lượng của doanh nghiệp và nó có thể được xây dựng từ các tính năng và chất lượng kỹ thuật, bao gồm các nhân tố: truyền

thống, tư tưởng, truyền miệng, giá cả và Quan nich it

Table 2.1 Ten factors SERVQUAL

for the first time and fulfilling its promise

2 Responsiveness This is related to the willingness and goodwill of

employees to provide the service

required to perform the service

staff

language they can understand and listen to

Tangibles This includes tangible documents of services

(Source: Parasuraman & ctg, 1985, p.47)

Subsequently, in their follow-up study (Parasuraman et al., 1988) screened and crystallized from 10 factors into 5 factors with 22 variable scales Reliability is the most important factor Followings are responsiveness, assurance, empathy, and tangibles that are of least interest to the customer This model is popular and widely used in the field of service and management

Table 2.2 Five elements of the SERVQUAL model

Providing services at the promised time

Store the records with no errors

2 Responsiveness

Ensure customers are notified when services will be performed Fast service for customers

Ready to help customers

Ready to meet the requirements of customers

Employees believe in customers Make customers feel secure in their deals

The staff is always polite

Employees have the knowledge to answer customer questions

Give the customer personal attention The staff dealt with the customer thoughtfully

It is the duty of the customer to benefit the best

The staff understands the needs of their customers

Business hours are convenient

Modern equipment

Intuitive means of visualization

The staff has a neat appearance, professional

Intuitive visual attraction combined with service

(Source: Parasuraman and his partners (Referred to in Kotler and Keller, 2006, p.414)

2.2 Customer satisfaction

For a business or business organization, the most valuable asset is the customer,

so understanding the customer is critical to the success of the business There are many definitions of customer satisfaction

Philip Kotler (2002), Satisfaction is the level of a person's sense of place that results from comparing the results of the product with his or her expectations

Customer satisfaction is the customer response to the perceived difference between known experience and expectations (Parasuraman and GCG, 1988; Spreng and CTG, 1996)

According to Sweeney & Soutar (2001) customer satisfaction is the evaluation

of customer feedback after consuming a product / service While sensory value occurs throughout the process, before, during and after the purchase of the product or service

Tse and Wilton (1988), Satisfaction is the reaction of consumers to estimating the difference between the previous wishes and the true expression of the product as the final acceptance when use it

The theory widely used to measure customer satisfaction is the "Expectation - Confirmation" theory

Oliver (1997), Customer Satisfaction is the psychological state in which a customer perceives an organization when their expectations are fulfilled or exceeds the expectation of spending Use the product or service According to this theory, customer satisfaction can be understood as the following process:

1) First and foremost, customers form their thoughts about what constitutes the quality of service that a vendor can bring to them before the customer decides to buy

2) After that, buying services and using services contribute to customer trust in the actual performance they are using

3) Customer satisfaction is the result of the effective comparison that this service brings between what they expect before buying a service and what they receive after using it and will have Three cases of customer expectations are:

A) be certified if the effect of the service is exactly the same as the customer's expectation;

B) Will be disappointed if service performance does not match customer expectations / expectations;

C) It will be satisfying if what they feel and experience after using the service exceeds what they expect and expect before buying the service

In order to improve customer satisfaction, businesses need additional investments that at least invest in marketing programs In the context of competition, the wisdom of every business is simply to create customer satisfaction higher than the competition This will harmonize the interests of customers and profits of the business The real factor that determines customer loyalty is value for the customer Customer value creates satisfaction, customer satisfaction

Figure 2.3 Customer Satisfaction, Teboul, 1999

(Source: Total quality Management, 1999)

Teboul (1999), gives a view of customer satisfaction as just a meeting point or area of overlap between the ability of the business and the needs of the customer The more satisfied your business is, the more satisfied your business will be

Customer satisfaction is not an object that can be statistically emotive or opinion oriented Although statistical models have been developed to characterize customer satisfaction, all customer perceptions or opinions are subjective Because customer satisfaction is subjective, it is difficult to measure Every human being will have his or her own opinions about satisfaction, even, at different times, but a person will have different opinions about satisfaction

In short, customer satisfaction is the perception of the consumer through the consumption of products or services in terms of the level of benefit that a product or service actually delivers compared to what consumers are expecting loop

Customer satisfaction depends on the efficiency or benefits of the service or product that it offers versus what it is expecting Customers can have different levels

of satisfaction If the efficiency of service products bring lower than expected, customers will not be satisfied If the efficiency of service products meet expectations, customers will be satisfied If the efficiency of products and services is higher than expected, customers will be very satisfied

The problem is how do customers shape their expectations? The expectations are based on customer experience, peer feedback and information from marketers Suppliers must be cautious to set the right expectations If they offer low expectations, they can satisfy real customers but not enough to earn

2.3 The relationship between quality of service and customer satisfaction

The relationship between quality of service and customer satisfaction has been

Customer need

Company Offer

Customer Satisfaction

the subject of constant discussion for decades Often, service providers often assume that the quality of the service The main thing is the level of customer satisfaction However, many studies of customer satisfaction in service industries have shown that service quality and customer satisfaction are two distinct concepts and they are interrelated (Zeithaml & Britner, 2000) Customer satisfaction is a concept that expresses their satisfaction when consuming a service Meanwhile, service quality focuses on specific components of the service

Spreng and Mackoy (1996) concluded in their study that quality of service is the premise of satisfaction At the same time, De Ruyter & ctg (1997) argue that service quality is a major factor affecting customer satisfaction

Indeed in the service sector, the two concepts of "customer satisfaction" and

"quality of service" are fundamentally different based on analyzing the causal relationship between them Customer satisfaction is generally a broader concept than quality of service With this view we can see the quality of service as a factor in the impact on customer satisfaction The following model states this

Figure 2.4 The relationship between quality of service and customer

satisfaction of Zeithaml & Britner (2000)

In addition, Oliver (1993), arguing that quality of service affects customer satisfaction Mean quality of service - determined by various factors - is part of the determinant of satisfaction (Parasuraman, 1985, 1988)

There have been many empirical studies of the relationship between service quality and customer satisfaction, in which Cronin and Taylor (1992) validated this relationship and concluded that quality perception Service leads to customer satisfaction Studies have concluded that quality of service is a precondition for satisfaction (Cronin & Taylor, 1992; Spreng & Mackoy, 1996) and is a major contributor to satisfaction (Ruyter, Bloemer, Peeters , 1997)

Thus, it is clear that customer satisfaction is a broad concept, including the many factors that affect it, in which quality of service is the key factor for satisfaction

2.4 Theories and models of research

As stated in the above sections, service quality in general and valuation services in particular, service quality is the most important factor affecting service users' satisfaction Currently, one of the most accepted service quality measures is the Servqual scale of Parasuraman et al (1988) The Servqual range is a complete scale of service quality, value and reliability, and can be applied to all types of service This multivariate scale consists of 22 variables that measure five components of service quality: reliability, responsiveness, assurance, Empathy and tangibles However, in different studies, the number of variables can be changed to suit the content and scope

of the service users will lead to dissatisfaction On the other hand, the results of interviews with some experts also suggest that it is because of the "expectation" of the assessed value that service prices are not considered a major variable And the price of services is included in the "capacity" section, which is the ability to meet expectations

at a reasonable cost

- Reliability: Parasuraman et al (1988, 1991) and Sweeney (2001) have confirmed

that product / service reliability influences satisfaction Similarly, according to Sanchez (2006), trust is viewed as a cognitive concept that has a positive effect on satisfaction Therefore, this study sets forth the first hypothesis about the effect of trust

on customer satisfaction From there, we have the first hypothesis:

Hypothesis H1: The composition of trust has a positive correlation with customer

satisfaction That is, the more customers trust the service of the company, the higher the satisfaction of customers and vice versa

Response: Parasuraman et al (1988, 1991) affirmed that customers would be satisfied

when employees were always ready to provide service in a timely manner They assert that customer satisfaction is affected in the same way by the satisfaction, willingness and goodwill of the service provider Therefore, we have a theory:

Hypothesis H2: The composition of the response is positively correlated with customer

satisfaction That is, the higher the customer's ability to satisfy the service, the higher their satisfaction and vice versa

- Capacity: According to Parasuraman et al (1988, 1991), service capacity is reflected

in the professional level and the courteous and hospitable service to customers The higher the service capacity, the higher the customer satisfaction Parasuraman and his associates affirmed their capacity for positive impact on satisfaction We have a theory:

Hypothesis H3: Service capacity components have a positive correlation with

customer satisfaction That is, the higher the customer service rating of the company, the more satisfied they feel and vice versa

- Empathy: Parasuraman et al (1988, 1991), Oliver (1993) argue that empathy for

caring, individual attention, and customer satisfaction is an important factor in achieving satisfaction of cutomer Therefore, we have a theory:

Hypothesis H4: The composition of empathy correlates favorably to customer

satisfaction That is, when customers appreciate the company's empathy, they feel more satisfied and vice versa

- Tangible: Parasuraman et al (1988, 1991) suggest that tangible means of expression

are the appearance, appearance, staffing, and service facilities Tangible media have a positive influence on satisfaction We have a theory:

Hypothesis H5: The components of tangible means have a positive correlation with

customer satisfaction That is, the higher the customer's appreciation of the physical means of valuation services, the higher their satisfaction and vice versa

Figure 2.5 Recommended research model

Summary of Chapter 2

In this chapter, the thesis presents the theoretical basis of concept, the relationship between quality of service and satisfaction From the basis of that argument, the author has given a general research model for the topic Service costs or service prices alone are not considered as an independent variable because the specificity of the appraisal industry is "expected"

In the next chapter the study will present research methods

On construction, scale measurement and model testing

CHAPTER 3 RESEARCH METHODOLOGY

Chapter 3 is based on theoretical foundations in Chapter 2 The author will introduce a research methodology consisting of the following main parts:

- Research design, which details the process of research, preliminary research and official qualitative methods

- Scales measure research concepts and how they are adjusted

Research

purpose

Theoretical basis

Preliminary qualitative research

(Consultation, group discussion)

Preliminary scale

Official scale

Preliminary qualitative research

- Assess the Cronbach's Alpha reliability scale

- Analyzing the EFA Discovery Factor

Official quantitative study

- Statistics, data description

- Assess the Cronbach's Alpha reliability scale

- Analyzing the EFA Discovery Factor

- Regression analysis and other analyzes

-

Conclusion and implication

qualitative research to discover, adjust and add new observational variables that are appropriate to measure research concepts

3.2.1.1 Preliminary qualitative research

Followed by the following steps:

PRELIMINARY INTERVIEW: (Please refer to Attachment 2) Distribute 20 opinion forms for staff in the field of price appraisal who currently hold management positions

at SIVC (head office and branches And the customer used to have a valuation service

at Southern Valuation and Valuation Company to explore the quality of service components that impact customer satisfaction After summarizing the results, most customers have clearly understood the concept of service quality The opinions of customers on quality of components of service quality are not different from the model Parasuraman's Servqual and its partners and customers all agree that service quality has an impact on their satisfaction Therefore, the author bases on the Servqual scale to construct a five-component draft scale and 22 observation variables Customer Satisfaction Scale is based on Cronin et al (2000) measuring rod consisting of 3 observation variables After a draft scale, the author conducts focus group discussions

to eliminate unobservable observational variables, supplements and corrects observation variables to construct a preliminary scale

Group discussion: (Please refer to Annex 3) Conduct focus group discussions with 20 clients divided into two groups (10 people each) First, the author describes the variables in the quality of service and the satisfaction that the author has inherited from previous studies so that members of the discussion group can supplement and adjust the elements The basis for eliminating variables is that the majority of interviewed employees think that the factors are not important to them or that there is duplication, which is included in the other Based on the results of the group discussion, the author will come to a consensus on the preliminary questionnaire to conduct quantitative preliminary surveys

3.2.1.2 Results of the preliminary measurement

For the "Reliability" scale, the members agreed to keep the 5 observation variables and did not comment on the scale

On the "Response" scale, the team members agreed to keep 3 observation variables and did not comment on this scale

For the "Service Capability" scale, the team members commented on the observation variable "SIVC employees are always polite, welcoming and trustworthy" With the variable "SIVC staff dedicated to providing guidance, help, provide necessary information about services to customers." Therefore, according to the members of the

group should reduce the variable "SIVC staff always polite, warm, create trust with customers." Thus, the "capacity to serve" scale left four observation variables

For the "empathy" scale, the team members agreed to keep the 4 observation variables and did not comment on this scale

As for the "tangible means" scale, members of the comment team should eliminate the observation variable "modern SIVC technology equipment (modern state-of-the- Area, measuring coordinates position, .) ", according to the survey, most experts believe that due to industry assessment of specific industries, technology equipment of enterprises are rarely noticed by customers, Most of customers who are interested in the current work efficiency and technology have not applied much in the appraisal sector Thus, the "visible medium" scale left four observed variables

For the "Satisfaction" scale, the members agreed to keep the 3 observation variables and did not comment on this scale

Table 3.1 Results scale discussion

NL1 Customers feel confident when using SIVC services

NL2 SIVC staff are dedicated to providing guidance, assistance and

information on customer service

NL3 Employees have the expertise to answer customer questions

Empathy

DC1 SIVC regularly has programs of customer gratitude DC2 SIVC has priority programs for important, close customers DC3 The staff understands the specific needs of the customer DC4 Each employee expresses interest in the customer

Tangible

HH1 SIVC has extensive trading network (headquarters and transaction

offices) HH2 SIVC facilities are spacious, comfortable (head office with parking,

newspapers, drinking water, toilets ) HH3 SIVC's full-featured, easy-to-understand, professional-looking SIVC

website interface HH4 SIVC staffs have bright appearance, beautiful outfits, special for SIVC

Satisfaction

HL1 You are satisfied with the quality of the SIVC valuation service HL2 You will introduce the SIVC valuation service to others HL3 You will continue to use SIVC's valuation services when needed in the

future

3.2.1.3 Preliminary qualitative research

The purpose of the preliminary survey phase is to adjust the statements in terms of fact finding, avoiding errors in the design of the questionnaire Sample selected by nonlinear method (convenient sampling)

The author conducted a preliminary survey of Eximbank staff by direct interview method through detailed questionnaire with 5 levels of Likert scale (1 = totally disagree, 2 = disagree, 3 = Normal, 4 = Agree, 5 = Strongly Agree) to measure the importance of the factors extracted from the qualitative research For better representative representation, Dillman (2007) suggests that the sample size for the preliminary survey should be from 100 to 200 for large-scale studies Therefore, to ensure that the data is large enough for statistical analysis, the author generates 150 questionnaire surveys, the number of questionnaires collected after the author removes multiple questionnaires or answers A one point scale matching, the remaining 138 questionnaire valid, reaching a rate of 92%

The author uses SPSS 22 software to process the data Data collected from the qualitative research will be used to measure the scale using the Cronbach's Alpha reliability coefficient to eliminate the unqualified variables and to analyze the EFA discovery factor for price verification Measure scale From there, adjust the observational variables again to match for an official quantitative interview questionnaire

3.2.1.4 Results of preliminary quantitative research

Preliminary assessment of the scale using Cronbach's Alpha reliability

The Cronbach's Alpha coefficient is a statistical test used to test the tightness and correlation between the observable variables in the gauge, which eliminates the scale

and explains the basis According to Nunnally & Bernstein (1994) a good reliability scale as it varies between [0.7 - 0.8], if new concepts are introduced, Cronbach's Alpha may be 0.6 or more Variable variable observations (garbage variables) because garbage variables can create dummy factors that, when analyzed in EFA, item-total correlation values less than 0.3 will be disqualified (cited in Nguyen Dinh Tho, 2011) The results of the Cronbach "s Alpha coefficient analysis show that the ladder scale All Cronbach's Alpha coefficients are reliable Scales with variable correlation coefficients - sums greater than 0.3 satisfy the requirement (Refer Appendix 5) Therefore, the authors continue to include these scales in the EFA discovery factor analysis

* Preliminary assessment of the scale by factor analysis of EFA discovery

This is a statistical analysis technique used to abbreviate a set of many correlated observational variables into a smaller set of variables (called factors) so that they are more meaningful but still contain the most Information content of the initial set The author uses the Principal Component Analysis method with Varimax root square to extract the factor Evaluation criteria are as follows:

- The KMO coefficient (Kaiser-Mayer-Olkin: 0 ≤ KMO ≤ 1) and the significance level

of the Bartlett test ≤ 0.05 (cited according to Nguyen Dinh Tho, 2011)

- According to Gerbing and Anderson (1988) only factors with eigenvalue> 1 are retained in the analytical model (cited in Nguyen Dinh Tho, 2011)

- According to Nunnally & Bernstein (1994), the scale is accepted when the total variance is ≥ 50% (quoted by Nguyen Dinh Tho, 2011)

- Factor loading> 0.5, if any observation factor with a factor of <0.5 will be eliminated, however factor factor ≥ 0.4 is also acceptable in the case of measuring variables Value of important content of the scale (cited according to Nguyen Dinh Tho, 2011)

- According to Jabnoun and Al-Tamimi (2003) the difference between the factorial factors of an observable variable between factors ≥ 0.3 to distinguish between factors (cited in Nguyen Dinh Tho, 2011)

The results of the analysis of the EFA factor (see Appendix 5):

- The service quality scale consists of 5 components (20 observable variables) that are included in the EFA analysis Results showed that factor analysis was consistent with the KMO = 0.739 and Bartlett's (0.000 <0.05) test showed that the null hypothesis (Ho: the correlation matrix hypothesis was a unit matrix) Rejection, ie between the correlated variables Based on the eigenvalue> 1 coefficient condition and using the Principal Component Analysis extraction method with Varimax root square rotation, the rut extracted 5 factors from 20 observed variables and 61.551%

- Customer dependent variable also did not change, 3 variables initially observed the group into 1 factor With the coefficient of KMO = 0.693, the Bartlett test (Sig = 0.000 <0.05) and the total variance deviation of 72.156% matched the surveyed data

3.2.2 Formal study

3.2.2.1 Sampling

Samples were selected by a convenient sampling method, which was a non-probability sampling method in which the researcher approached the subjects by convenient method The reason for choosing this sampling method is because the respondents are accessible, they are willing to answer the research questionnaire as well as less costly

in terms of time and cost to collect the information they need to study According to Cooper and Schindler (1998), the important reason why people use non-probability sampling is their cost and time savings

3.2.2.2 Sample size

According to Hair et al (2006), the general rule for the minimum sample size in exploratory factor analysis is five times the number of observed variables and the number of samples suitable for multivariate regression analysis is also 5 times the number of variables observed This research model has 23 observation variables, so the minimum sample needed is: 23 * 5 = 115

Due to financial and time constraints, the sample size will be determined to the minimum needed but still meet the needs of the study The initial sample size for the subject is 300 for more meaningful processing Therefore, in order to achieve the above sample size, the author submits the questionnaire to the customers using the valuation service at the head office and branches and representative offices of the SIVC

Summary of Chapter 3

In this chapter, the dissertation presents the research methodology of the thesis consists of 2 steps: (1) Preliminary research was carried out to detect, adjust and add observation variables used to perform the measurement of the concepts Research concept; (2) Quantitative research is conducted through interviews with pre-designed questionnaires designed to assess scales and test theoretical models SERVQUAL Scale - a tool used to measure service quality is used to provide a benchmarking tool to develop a scale for a research model presented in Chapter 2

CHAPTER 4 RESULTS RESULTS

In this chapter, the author will analyze data based on theory and research models Considering the effect of the groups of quality elements of the valuation service: (1) Confidence, (2) Response, (3) Capacity, (4) Empathy, (5) Does tangibole affect customer satisfaction? And then there will be conclusions about the hypotheses

4.1 Sample democraphics

The sample studied at Southern Valuation and Valuation is comprised of customers who have a de

mand for and experience in the use of valuation services

A convenient sampling method was used in the topic, 300 questionnaires were sent,

269 returned After eliminating 24 unsatisfactory questionnaires, the author selected

245 valid questionnaires To conduct research, reaching the rate of 81.7% After cleaning the data, the author has a complete set of survey data with 245 samples, customer information is shown in Table 4.1:

In terms of gender, male clients are 182, accounting for 74.3% and 63 female clients, accounting for 25.7%

In terms of age, the highest age group was between 30 and 39 years old, accounting for 41.2%, aged 40 to 49 years accounted for 25.3%, under 30 years old, accounted for 18.0% Customers aged 50 and over accounted for 15.5%

The highest level of customer satisfaction is university and college graduates, accounting for 38.4% and 28.6%, respectively Clients with postgraduate and intermediate degrees account for 18.8% and 14.3%

In terms of occupation, the majority of customers using the service have business occupations and staffs accounting for 46.5% and 27.3%, respectively Two subjects retired, housewife and other accounted for 23.7% and 2.4%, respectively

Thus, the sex ratio, age, level and occupation of clients is fairly uniform and appropriate to conduct research

Table 4.1 Sample characteristics of the survey

5 Time to use the service

(Source: Author's treatment from survey data)

SIVC’s service time survey results show that the majority of customers use from 3 to less than 5 years occupy the highest rate of 40.4% and 5 years or more accounting for 24.5% These are customers who have been using for a long time and have a certain level

of satisfaction with SIVC's valuation services

This is easy to understand, because SIVC has been in operation for a long time, SIVC brand has engraved in customer's mind plus experience of service quality so the result is also perfectly reasonable The number of customers who use less than 1 year sometimes accounts for 10.2% This shows that the SIVC needs to have better customer care practices to maintain this customer base for longer and become loyal customers of the SIVC

The use of SIVC valuation services

Along with finding out the personal information of the respondent, the author conducted

a survey on the use of the evaluation service and the results are as follows: 100% of customers use services to Destination for capital contribution and equitization; 74.7% of customers use the service to liquidate assets; Customers using the price appraisal services for the purpose of borrowing accounts for 62%; Trading accounted for 73.5%;

Dispute settlement accounted for 43.3%; Performing financial obligations accounted for 31.4%; Very few customers use accounting services accounting for 10,6%

Figure 4.1 The level of use of the appraisal service

(Source: Author's treatment from survey data)

4.2 Cronbach's Alpha Scale Reliability Test

Scale reliability will be assessed using the Cronbach's Alpha confidence factor tool With Cronbach's Alpha, it eliminates unsatisfactory observational variables or unsatisfactory scales for research Observed variables with a total variance of less than 0.3 will be disqualified and standardized to reach the required scale when Cronbach's Alpha is greater than 0.6 or greater (Dinh Tho & Trang, 2004) Researchers think that Cronbach's Alpha from 0.8 to 1 is good, from 0.7 to 0.8 is usable However, many authors believe that Cronbach's Alpha 0.6 or above is usable in case the research concepts are new or new to the respondents (Hoang Trong & Mong Ngoc, 2008) Cronbach's alpha results for the scale components are presented in Table 4.2

Reliability (TC) scale: Cronbach's Alpha is 0.854 The coefficients of total variables of variables TC1, TC2, TC3, TC4, TC5 are all greater than 0.3 Therefore the variables TC1, TC2, TC3, TC4, TC5 are used in subsequent EFA analysis

Response metrics (DU): Cronbach's Alpha coefficient is 0.875 The coefficients of total variables of variables DU1, DU2, DU3 are all greater than 0.3 Thus the DU1, DU2, DU3 variables are used in the next EFA analysis

Service Capacity Scale (NL): Cronbach's Alpha is 0.860 The coefficients of total variables of variables NL1, NL2, NL3, NL4 are all greater than 0.3 Therefore the variables NL1, NL2, NL3, NL4 are used in the next EFA analysis

Empirical Measurement Scale (DC): Cronbach's Alpha is 0.857 The coefficients of total variables of variables DC1, DC2, DC3, and DC4 are all greater than 0.3 Therefore the DC1, DC2, DC3, DC4 variables are used in the next EFA analysis

Tangible Media Measurement (HH): Cronbach's Alpha coefficient is 0.865 The coefficients of total variables of variables HH1, HH2, HH3, HH4 are all greater than 0.3 Therefore, the variables HH1, HH2, HH3, HH4 are used in the next EFA analysis Satisfaction scale (HL): Cronbach's Alpha coefficient is 0.869 The coefficients of total variables of variables HL1, HL2, HL3 are both greater than 0.3 Thus, variables HL1, HL2, HL3 are used in subsequent EFA analysis

Table 4.2 Cronbach's Alpha reliability test results Observational

Variable

Correlation of total variables

Cronbach's Alpha if variable

HL2 0,759 0,806

(Source: Author's treatment from survey data)

Table 4.2 shows that the Cronbach "s Alpha reliability coefficients for service quality and satisfaction scale are greater than 0.6 The variables observed in each scale have a variable correlation coefficient - sum greater than 0.3 satisfies the requirement Therefore, all scales are included in the EFA discovery factor analysis

4.3 Analyzing the EFA Discovery Factor

Exploratory factor analysis is used to abbreviate and summarize variables into factors Through factor analysis to determine the relationship of the various variables identified and to find the factors that represent the observed variables Discovery factor analysis should be based on specific and reliable criteria

4.3.1 Analytical EFA measure of service quality

To verify that the sample is large enough and qualify for factor analysis, the author examines Kaiser - Meyer - Olkin and tests Bartlett 's The condition required for EFA analysis is that the observed variables must have a sufficiently large relationship We hypothesize H0: There are no relationship between the observed variables With the KMO test result of 0.753 is greater than 0.5 and the Sig of Bartlett's test is less than 0.05 (the observed variables correlate in the overall), thus rejecting H0 We can conclude that the survey data is warranted for the conditions to perform the EFA

exploration factor analysis and may use those results

Table 4.3 KMO and Bartlett's Test

Bartlett's Test of Sphericity

(Source: Author's treatment from survey data)

Based on the eigenvalue coefficient> 1 and using the extraction method

Principal Component Analysis with Varimax root square rotation, which allows to extract 5 factors from 20 observation variables and 71.382% total variance Thus, the extracted scales are acceptable

Table 4.4 Results of the EFA analysis for the service quality scale

(Source: Author's treatment from survey data)

The second factor is measured by four observable variables:

HH1: SIVC has extensive trading network (headquarters and transaction offices); HH2: SIVC facilities are spacious, comfortable (head office with parking place, newspaper, drinking water, toilets );

HH3: SIVC introductory information on SIVC's services is easy to understand, complete, professional website interface of SIVC;

HH4: SIVC staffs have bright appearance, nice outfits, special for SIVC

These elements measure the widespread network of transactions; SIVC facilities are spacious, comfortable; Documentation about services; SIVC employees are bright, beautifully dressed so this factor is called a tangible means, symbolized HH

This factor has the value Eigenvalues = 3,313> 1 and accounts for 16,564% variance

In the variables of the tangible component, the customer evaluates the HH1 factor: SIVC has a wide transaction network (headquarters and transaction offices) which is the most important factor affecting the load factor Factor is 0.860

The third factor is measured by four observable variables:

NL1: Customers feel confident when using SIVC services;

NL2: SIVC staff dedicated to provide guidance, help, provide necessary information about services to customers;

NL3: Employees have the expertise to answer customer questions;

NL4: SIVC has appropriate service fees

These component factors measure customer trust when using the service; Dedicated staff guide; Have professional knowledge; SIVC has the appropriate service fee, so this factor is called Service Capacity, denoted NL

This factor has Eigenvalues = 2,417> 1 and accounts for 12,086% variance In the variables of the service capacity component, the client evaluates the NL2 factor: SIVC staffs are dedicated to providing guidance, help, and providing essential information about customer service that is important, influential The largest factor with factor load factor is 0.854

The fourth factor is measured by four observable variables:

DC1: SIVC regularly hosts customer gratitude programs;

DC2: SIVC has priority programs for important, intimate clients;

DC3: Employees understand the specific needs of customers;

DC4: Each employee expressed interest in the customer

These component factors measure customer interest; Corporate gratitude to customers; Priority program for important, intimate customers; The employee understands the specific needs of the customer So this factor is named Empathy, denoted DC

This factor has the value Eigenvalues = 2,132> 1 and accounts for 10,658% variance

In the empirical variables, the customer evaluates the DC4 factor: Each employee demonstrates customer interest is an important factor, the greatest impact factor factor

is 0.835

The fifth factor is measured by three observable variables:

DU1: Profile, SIVC transaction process is simple, easy to understand;

DU2: SIVC provides services to customers quickly;

DU3: Information provided by SIVC is very accessible (television, web, newspapers, leaflets );

These component elements measure SIVC's Profile, SIVC's transaction process is straightforward, easy to understand; SIVC provides services to customers quickly; The information provided by SIVC is very accessible, so this factor is called the DU response

This factor has the value Eigenvalues = 1,881> 1 and the explanation is 9.406% variance In terms of the response component, the client evaluates the DU1 factor: SIVC's simple, easy-to-understand SIVC transaction record is the most important factor, with the highest factor impact factor of 0.897

With 71.382% covariance, these five factors account for 71.382% of variance in data

4.3.2 Analyzing the EFA scale of satisfaction

We hypothesize that H0: between the observable variables of the non-relativistic satisfaction scale The KMO test is 0.737 and 0.5 and the Sig of Bartlett's test is less than 0.05; Thus rejecting H0 Thus, between the observable variables there is a sufficiently large relationship required for exploratory factor analysis

Factors that have factor load factor are greater than 0.5 The factor load factor is high, the variables in the same group actually load strongly on the factor it measures, as low

as 0.869 Therefore, no component factors are dropped

Table 4.5 Results of the EFA analysis of satisfaction scale Observed variables Factor load factor

(Source: Author's treatment from survey data)

The total is 79,237> 50%, proving that the explanation is very high The result also shows that one factor is drawn and Eigenvalues> 1 There is no separation or displacement of the factors so there is no change in the number of factors

In summary, the results of exploratory factor analysis allow us to draw one factor This factor is measured by 3 observation variables:

HL1: You are satisfied with the quality of the SIVC valuation service;

HL2: You will introduce the SIVC valuation service to others;

HL3: You will continue to use the SIVC valuation service when there is demand in the future

Component factors measure customer satisfaction with the valuation service so this factor is called Satisfaction, symbol HL

4.4 Regression analysis

4.4.1 Pearson correlation coefficient analysis

The first step in linear regression analysis is to look at the linear correlations between the dependent and independent variables as well as between the independent variables The greater the correlation coefficient between the independent and dependent variables, the greater the linear relationship and the linear regression analysis may be appropriate On the other hand, if there are significant correlations among the independent variables, it is also a sign that they may occur in the presence of multi-collinearity in the model in question With the hypotheses set out:

H0: There is no correlation between the factors and customer satisfaction about the quality of SIVC's pricing services

H1: There is a correlation between the "reliability" factor and the customer satisfaction with the quality of SIVC's pricing services

H2: There is a correlation between the "responsiveness" factor and the customer satisfaction with the quality of SIVC's pricing services

H3: There is a correlation between the "serviceability" factor and the customer satisfaction with the quality of SIVC's pricing services

H4: There is a correlation between the "empathy" factor and customer satisfaction on the quality of SIVC's pricing services

H5: There is a correlation between the "tangible means" factor and the customer satisfaction with the quality of the SIVC valuation service

Table 4.6 Test the correlation between independent and dependent variables

(Source: Author's treatment from survey data)

Table 4.6, shows that all variables have significance levels Sig <0.05, so variables are retained to continue multivariate regression

4.4.2 Regression analysis

Regression analysis will determine the causal relationship between the dependent variable - customer satisfaction and independent variables: (1) reliability, (2) responsiveness, (3) ability to serve (4) Empathy, (5) Tangible means Regression analysis will describe that relationship and help predict the degree of impact of independent variables on the dependent variable by anticipating the values of the dependent variable To perform regression analysis, the subject uses a stepwise linear regression to look at the aggregate impact of each factor on customer satisfaction By including each variable in the model, consider the influence of the input variables on the overall model Each time a new variable is introduced, the change in R2 will indicate the magnitude of the new variables If R2 changes more and more, the degree

of influence of that variable is greater and vice versa If the change of R2 is not significant, the impact of that variable will not be large

- Model 1 includes variables: Satisfaction - Confidence

- Model 2 includes variables: Satisfaction - Confidence, empathy

- Model 3 includes variables: Satisfaction - Confidence, empathy, service capacity