Enhancing customer satisfaction through hotline service the case of the ministry of health’s hotline

Lunghwa Universityof Scienceand Technology Department of Business Administration Thesis for a Master’s Degree Enhancing Customer Satisfaction through Hotline Service – The Case of the Mi

Lunghwa Universityof Scienceand Technology Department of Business Administration

Thesis for a Master’s Degree

Enhancing Customer Satisfaction through Hotline Service – The Case of the Ministry of

Health’s Hotline

Researcher: Pham Thi Thu Thao

Supervisor: Nguyen Ngoc Quang Supervisor: Professor Chi- Cheng Chang

July2018

Lunghwa University of Science and Technology

Approval Certificate of Master's Degree Examination Board

This is to certify that the Master’s Degree Examinations Board has approved the thesis Enhancing Customer Satisfaction through Hotline Service– The Case of the Ministry of Health’s Hotlinepublished by Mr.／Ms.Pham Thi Thu Thao in the Master Program of Graduate School

of Department of Business Administration

Master’s Degree Examination Board

Board Members：

Advisors：Assoc Prof Phd Nguyen Ngoc Quang

Prof Chi – Cheng Chang

ABSTRACT

Thesis Title：Enhancing customer satisfaction through hotline service – The case of the

Ministry of Health’s hotline Pages：34 University：Lunghwa University of Science and Technology

Graduate School：Department of Business Administration

Researcher：Pham Thi Thu Thao

Advisor：Nguyen Ngoc Quang and Chi – Cheng Chang

Keywords:Customer satisfation, customer service effectiveness, the Ministry of Health,

hotline service

Regarding to the importance of customer satisfaction, the study drives its interest towards quality of hotline services in Vietnam A case study is explored through Ministry of Health’s hotline services It is notable that health service is booming in Vietnam The study is aimed to identify current performance of hotline services offered

by the Ministry of Health and how current performance influencing on customer satisfaction The research questions therefore will be:

- What are the impacts of determinants to customer satisfaction in handling feedbacks in Ministry of Health’s hotline service?

- What are recommendations to further improve effectiveness of handling feedbacks in Ministry of Health’s hotline service?

There are many research strategies that are being used in academic studies, including survey, interview, case study, ethnography, grounded theory, or historical documents In this study, survey strategy will be used as main research strategy The author would like to collect primary data from 100 respondents and the first data analysis is conducted to clarify their demographic information, including gender, age, place of work, and period of using services The next data analysis refers to reliability test and it comes up with 3 requirements The first requirement refers to calculation of Cronbach’s Alpha and expected value is higher than 0.6 The second requirement refers

to Corrected item-total correlation and the value must be higher than 0.3 The last

requirement refers to calculation of Cronbach’s Alpha if one variable is deleted and expected value should be lower than Cronbach’s Alpha which is obtained in first requirement checking

Some conclusions have been made from the thesis First, descriptive statistics is conducted with mean value calculation for each variable used in survey of questionnaire.Second, reliability test and EFA test are conducted to check reliability and validity of the survey item.Third, ANOVA analysis shows that there are no difference among the respondents who have different demographic characteristics in term of customer satisfaction and customer service effectiveness Fourth, multiple linear regressions are conducted for two pair of causal relationship

From above conclusions, the author recommends that the companies need to consider the importance of treating customers politely Moreover, the companies need

to consider the importance of service capacity as it has highest influence on customer service effectiveness Furthermore, the Ministry of Health should develop specific indexes to measure customer satisfaction with hotline services in specific and overall services in general.Finally, the Ministry of Health must align hotline service performance with all branches and subsidiaries in provinces

ACKNOWLEDGEMENT

I sincerely thank the teacher Assoc.Prof.Dr.Nguyen Ngoc Quang and Prof Cheng Chang, and corporate officers at the Ministry of Health devoted to guide and help me complete this thesis

Chi-Thank you!

Author

Pham Thi Thu Thao

TABLE OF CONTENTS

ABSTRACT iii

ACKNOWLEDGEMENT v

LIST OF FIGURE viii

1 INTRODUCTION 1

1.1 Urgency of the topic 1

1.2 Research objective& Research questions 3

1.3 Scope of the study 4

1.4 Significance of the study 4

1.5 Structure of the study 4

2 LITERATURE REVIEW 5

2.1 Customer satisfaction 5

2.2 Hotline service 5

2.3 Customer service effectiveness 7

2.4 The relationship between customer service effectiveness and customer satisfaction 8

2.4 Research Structure and Hypothesis 9

3 RESEARCH METHODOLOGY 10

3.1 Research philosophy 10

3.2 Research approach 10

3.3 Research strategy 11

3.4 The choice between quantitative and qualitative 11

3.5 Data collection 12

3.6 Survey of questionnaire 12

3.7 Sampling 14

3.8 Data analysis techniques 14

4 DATA ANALYSIS AND FINDING 16

4.1 Demographic analysis 16

4.2 Mean value analysis 17

4.3 Reliability test analysis 19

4.4 Explanatory factor analysis 20

4.5 ANOVA analysis 22

4.6 Multiple linear regression 24

5 CONCLUSION AND RECOMMENDATION 27

5.1 Conclusion 27

5.2 Recommendation 28

REFERENCE 30

APPENDIX: SURVEY OF QUESTIONNAIRE 35

LIST OF TABLE

Table 1: Survey of questionnaire 13

Table 2: Demographic information 16

Table 3: Mean value analysis 17

Table 4: Reliability test result 18

Table 5: KMO and Bartlett’s Test 20

Table 6: Total Variance Explained 20

Table 7: Rotated Component Matrix 21

Table 8: Independent Sample T-Test for Gender 22

Table 9: One-Way ANOVA for Age 23

Table 10: One-Way ANOVA for Place of Work 23

Table 11: One-Way ANOVA for Period of Using Services 24

Table 12: Multiple linear regression for 1st causal relationship 25

Table 13: Multiple linear regression for 2nd causal relationship 26

LIST OF FIGURE

Figure 1: Health Expenditure per capita US$ 2 Figure 2: Information flow in hotline service 6 Figure 3: Research Structure 9

1 INTRODUCTION

1.1Urgency of the topic

Customer satisfaction is playing prominent role in almost firms today It is also considered as strategic weapon and contribution much into firms’ successes Generally, customer satisfaction brings many positive effects to firms such as higher repeat purchases from the customers, selling products or services at higher prices (Sheth, 2001) It is notable that higher repeat purchases from the customers is assured from higher customer purchasing intention and customer retention rate when they get satisfaction with product or service performance (Lemon et al., 2002; Bolton, 1998; Rust and Zahorik, 1993) Empirical evidence from Dawkins and Reichheld (1990) shows that customer satisfaction helps to increase profit of the firms by more than 25%

In addition, customer satisfaction is more important than discounted prices (Gupta et al., 2004)

Customer satisfaction establishes the evidence to sell product or service even at higher prices than averages in the market (Sheth, 2001) Empirical evidence from shows that higher price setting and customer satisfaction is associated with each other (He et al., 2008) Moreover, when customers get satisfaction with product or service, they are likely to become loyalty customers and it is critical requirement during crisis period (Nelson et al., 2009) Report from The Institute for Working Futures (2012) indicates that loyalty customer remains purchasing volume and therefore the firms have more opportunity to survive throughout this period Another benefit of customer satisfaction

is generated from positive word-of-mouth (WOM), as cited by Oliver (1997) It is denoted that WOM is a process whether satisfied customers provide positive comments about product or service quality to their friends or family members and therefore the firms have more opportunity to sell product or service to potential customers (Ha and Janda, 2008) Moreover, WOM allows the firms not too much spending to advertising efforts and therefore operating cost is saved and profit margin is higher (Khraim, 2011) Customer satisfaction is important to the firms due to satisfied customers often provide feedbacks about product or service quality (Keller and Libai, 2009) It is useful ideas and realistic evidences for further improvement or even higher innovation in new product or service design (Someshwar et al., 2001)

Regarding to the importance of customer satisfaction, the study drives its interest towards quality of hotline services in Vietnam A case study is explored through Ministry of Health’s hotline services It is notable that health service is booming in Vietnam

Figure 1 Health Expenditure per capita US$

Source: World Bank (2017)

The report from World Bank (2017) shows that total health expenditure per capita by US$ in Vietnam increases continuously from only US$14 in 1995 to US$142

in 2014 However, this number is much lower than global average which is stood at US$1,060 in 2014 (World Bank, 2017) Compared to other countries in ASEAN like

142 1,060

Vietnam vs World in Health expenditure per

capita (current US$)

456 2,752

Vietnam vs Thailand vs Malaysia vs

Singapore in Health expenditure per capita

(current US$)

Thailand, Malaysia, and Singapore, health expenditure per capita by US$ is two times lower than Thailand and three times lower than Malaysia Singapore is the country which has highest health expenditure per capita by US$ in ASEAN with value of US$2,752 (World Bank, 2017)

Another insight about Vietnam healthcare services is explored through recent report from Gaskill and Nguyen (2016) This report indicates that Vietnamese people has been spent more than US$12 billion for healthcare services and this number has consumed about nearly 7% of total national Gross Domestic Product (GDP) Moreover, Vietnam’s healthcare system is characterised by public and private groups It is notable that Vietnamese people are still spending a lot of their owned money to higher healthcare services quality (Angloinfo, 2017) It leads to a critical role of Ministry of Health in term of providing adequate governance as well as national programs to further improve healthcare system in Vietnam and allow Vietnamese people to have adequate accessibility to healthcare services

Regarding important role of Ministry of Health, it is observed that hotline services is important activities whether the employees mustreceive and answer many calls to question about current healthcare policy It raises the concern of lower efficiency and effectiveness in hotline services lead to reduction of customer

satisfaction In this context, the study is developed with topic “A study of survey on

enhance customer satisfaction by handling feedbacks – The case of the Ministry of

Health’s hotline.”

1.2 Research objective& Research questions

From general background information, this study is aimed to identify current performance of hotline services offered by the Ministry of Health and how current performance influencing on customer satisfaction Thus, research objectives will be:

To get in-depth understanding about customer satisfaction

To explore the characteristics of hotline service

To explore the theories related to customer satisfaction

To provide recommendations to further improve effectiveness of handling feedbacks in Ministry of Health’s hotline service

Then, research questions will be:

What are the impacts of determinants to customer satisfaction in handling feedbacks in Ministry of Health’s hotline service?

What are recommendations to further improve effectiveness of handling feedbacks in Ministry of Health’s hotline service?

1.3 Scope of the study

This study focuses on the topic of customer satisfaction with hotline services of the Ministry of Health Then, this study will provide a group of solutions to improve customer satisfaction with current hotline services Moreover, the performance of hotline services of the Ministry of Health will be evaluated through service capacity, convenience perception, resolving complaints, customer service, and customer service effectiveness

1.4 Significance of the study

The study is significant in term of consolidating existing theories and concepts about customer satisfaction Hence, the readers obtain an ease to quickly understand about customer satisfaction Another significance of the study is to provide empirical evidence of the levels of impacts of determinants to customer satisfaction Upon on this evidence, the managers and other readers can understand what the most influenced factor to handling feedbacks

1.5 Structure of the study

This study is developed with 5 chapters Chapter 1 provide an introduction about roles of customer satisfaction as well as rationale of choosing researched topic This chapter also provide research objectives, scope of work and significance of the research Chapter 2 provides the content related to literature review, including the concept of customer satisfaction and handling feedback in customer services Research model and research hypotheses are also provided in this chapter Chapter 3 is developed to choose right research method and data collection Chapter 4 refers to data analysis and key findings while the last chapter is prepared to summary all key findings from previous chapters and recommendations to further improve customer satisfaction after their feedbacks are handled and processed

2 LITERATURE REVIEW

2.1 Customer satisfaction

Customer satisfaction is strategic weapon that lead to business success in case of

it is being maintained well (Nguyen, 2012) Moreover, customer satisfaction is determined as important theoretical and practical issue in modern management and marketing studies (Jamal and Naser, 2003) It is notable that the concept of customer satisfaction is provided differently by different researchers over the time (Oliver, 1997) The concept of customer satisfaction is generally abstract and therefore it consists of much arguments (Olsen, 2002)

The simplest definition of customer satisfaction is provided by Oliver (1997) whether it is defined as customers’ reactions given to the qualification of service quality

to customers’ needs and demands Before that, Yi (1990) define customer satisfaction is combined between actions and psychological responses of customers after they have actual experiences with products or services Gunderson et al (1996) assert about customer satisfaction as post-consumption judgment of the customers upon on specific attributes of products or services Next, Tse and Wilton (1998) define customer satisfaction as how they response to actual performance of products or services given to their expectations prior purchasing decisions are made up Cacioppo (2000) views customer satisfaction as state of mind of customers and it reflects level of accomplishment of products or services towards their needs and demands Kotler (2001) also provide another idea of customer satisfaction as his/her feelings which are derived from perceived product or service quality and actual performance Kathleen (2005) indicates about customer satisfaction as his/her needs, wishes, expectations, and desires

in term of products or services fulfillment

2.2 Hotline service

Hotline service is defined as telephone-based service which is provided by firms

to support the customers given to range of services offered (Zeiss, 2000) In more detail, hotline service helps to deliver following services First, hotline service provides telephone consultant and support to customers related to firms’ commitment Second, it

is established with the objective of analysing customers’ problems occurring during the time of using services Third, hotline service reduces negative effect from wrong uses or operating errors Fourth, hotline service is often available 24/7 and it even handles customers’ questions during weekends

In addition, operational framework of hotline service is provided and evaluated

by Zongling (2014) Generally, hotline service refers to information flow from customers to operators of firms This information flow is illustrated as in the figure below:

Figure 2 Information flow in hotline service

Source: Zongling (2014)

Figure 2 shows that hotline service consists of information as input The source

of input comes from enquiry acceptances such as telephone, short message service (SMS), and email Information which is collected from input stage will be put into processing stage whether direct solutions are provided In some cases, it is necessary to make enquiry transfer to functional units or need participation from supervisors Next, output stage is highlighted as information dissemination to the enquiries or customers It

is notable that one enquiry is not resolved for the first time and therefore it leads to the requirement of follow-up based on the result

As cited by Zongling (2014), hotline service quality is often evaluated through value drivers In case of Jinan 12345 Hotline Service, Zongling (2014) emphasises three most important drivers, including service efficiency, service quality, and service costs

Hotline service efficiency is determined through the number of enquiries accepted by one operator per day and how much time to process one enquiry Hotline service quality

is second value driver and it is established to measure the rate of timely resolved enquiries, service level and service attitude, and customer satisfaction Service cost is last value driver and it measures direct cost involved into enquiries management and solving The cost may include equipment cost, staff cost, and management cost

2.3 Customer service effectiveness

Customer service effectiveness is defined as how effectively a company’s

service satisfy its customer; or whether customer’s demands and needs have been met yet (Marina, 2017) The truth is even when you feel that your business is running well,

it is not proved that your customer is feeling happy as well Therefore, it is crucial to have some ways to measure your effectiveness by measuring your company’s customer-services effectiveness By doing that, the entrepreneur may find out which department

or area needs to be improved

Although there are a lot determinants of customer service effectiveness, the major factors refer to convenience perception, service capacity, customer service, and resolving complaints (Tran et al., 2016)

Convenience perception is defined as a set of things that are provided by the companies or the suppliers to ensure that offered services are useful, convenient, and easy to use to the customers (Laitamaki et al., 1997) During the time of using services, the companies need to ensure service capacity at proper level Service capacity is defined as the qualifications when services are delivered to the customers (Tran et al., 2016) Service capacity addresses the importance of provision of which the employees can serve the customers as well as system support to capture information during services to be delivered (Tran et al., 2016) It is notable that service capacity addresses the assurance aspect of a service and it is strictly required to keep the customer service effectiveness and customer satisfaction at proper level (Cronin and Taylor, 1992) Moreover, when the companies deliver services to the customers, they must ensure that customer service is delivered at right direction (Tran et al., 2016) Customer service is defined as after-sale services or additional activities to be conducted by the companies

in the way of maintaining customer satisfaction and customer experiences (Zeithaml, 1993) Customer service also highlights the value of interaction between the customers

and the companies’ employees related to specific characteristics or performances of services (Tran et al., 2016) As cited by Boulding (1997), customer service is part of corporate culture of the companies The last determinant of customer service effectiveness refers to how the companies can handle customers’ complaints or resolving complaints It is “a set of steps in the process as collecting information, receiving feedback, appeasing the anger of customers, analyzing the complaint and determining the remedial action, applying skills in communication etc to convince customers or deal with all the issues, including really stressful situations.” (Tran et al.,

2016, pp.18)

2.4 The relationship between customer service effectiveness and customer satisfaction

It is notable that customer service effectiveness contributes directly and largely

to customer satisfaction level towards the companies’ products or services (Tram et al., 2016) In attempt to satisfy customers, the companies today need to pay attention to customer service and its effectiveness to bringing delight to customers during the time they utilise product or service of the companies (Solomon et al., 2015) In this context, many studies are delivered with high concentration on customer service effectiveness and it is highlighted in many marketing literatures as it contributes largely to the survival of businesses (Beny, 1995; Morgan and Hunt, 1994; Sheth and Parvatiyar, 1995) As cited by Kotler (2012), customer service is center or it is considered as strategic weapon that helps the companies to compete with other competitors from the markets as well as putting customers at the center of the companies’ activities with the objective of leveraging customer satisfaction level The study of Peng and Wang (2006) indicates that customer service must be maintained frequently and its effectiveness must

be measured to ensure that customers are delight with current product or service and higher level of customer service effectiveness reflect the strength in commitment between the companies and their customers in long term In addition, the companies who perceive about the importance of customer service always provide in-time actions

to maintain customer service at proper level and they often nurture and maintain a healthy balance between the companies’ benefits and customers’ benefits (Solomon et al., 2015) Moreover, when the companies provide adequate attention and high quality

in customer services, they gain the benefit of customer retention (Kerstetter, 2001;

Reinartz and Kumar, 2002; Winer, 2001) One of the most important part in customer service is to understand the relationship with customers and the relationship is maintained throughout the understandings of the cultural dimension of each customer or each group of customers (Solomon et al., 2015) The practice has become such an important standard in modern business that it is common for businesses to establish some loyalty incentives and programs for maintenance, nurturing and keeping a healthy customer relationship (Kotler, 2012)

2.4 Research Structure and Hypothesis

From the discussion of determinants of customer satisfaction, a research structure is developed as below:

Figure 3 Research Structure

From this research structure, research hypotheses are stripped;

H1: Service capacity has positive impact to customer service effectiveness

H2: Convenience perception has positive impact to customer service effectiveness

H3: Resolving complaint has positive impact to customer service effectiveness

H4: Customer service has positive impact to customer service effectiveness

H5: Customer service effectiveness has positive impact to customer satisfaction

3 RESEARCH METHODOLOGY

3.1 Research philosophy

Research philosophy reflects belief of the researchers regarding to specific social phenomenon (Saunders et al., 2009) Currently, there are many types of research philosophy, including positivism, interpretivism, realism, and pragmatism (Saunders et al., 2009) However, positivism and interpretivism are dominating in academic studies (Levin, 1988) Positivism research philosophy is belief of researchers to carry out their studies with scientific or objective observation (Gephart, 1999) while interpretivism research philosophy is determined as the adaptation of empathetic stances to get in-depth understandings of social phenomenon (Kura, 2012) In this study, positivism is chosen as main research philosophy

The reason of choosing positivism research philosophy is that positivists seek for causal relationship between dependent and independent variables (Lewis, 1993) This study aims to measure causal relationship between customer satisfaction and its determinants in hotline services in Ministry of Health Another reason is that interpretivism is mostly based on subjective argument from the researchers (Remenyi et al., 1998) In this context, key findings under interpretivism are not objective or higher bias than what are found in positivism research philosophy (Mitchell, 2003)

3.2 Research approach

There are two research approaches, including deductive and inductive (Robson, 2002) Major differences between deductive and inductive research approach are highlighted from the fact that deductive research approach is based on existing theories related to social phenomenon while inductive research approach is utilised to create a new one (Anderson, 2004) Another difference between deductive and inductive research approach is that deductive approach aims to clarify causal relationship among variables while inductive research approach obtains the fact through content analysis (Collis and Hussey, 2003) In this study, deductive research approach is utilised instead

of inductive research approach

The reason of choosing deductive research approach is that this study starts with existing theories and concepts related to customer satisfaction in hotline services Then,

empirical evidences are collected from previous studies and the result refers to the choice of explanatory factors towards customer satisfaction On the other hand, it means that the study seeks for causal relationship between customer satisfaction and its determinants As cited by Lewis (1993), causal relationship is first sign of using deductive approach Another reason of using deductive research approach is that it is processed quicker than inductive research approach (Saunders et al., 2009) In addition, the researchers who follow inductive research approach may face up with higher failure

in establishment of new theories (Saunders et al., 2009) Finally, deductive research approach will be utilised when studied topic is common (Creswell, 1994) This study aims to study about customer satisfaction and it is very common topic

3.3 Research strategy

There are many research strategies that are being used in academic studies, including survey, interview, case study, ethnography, grounded theory, or historical documents (Saunders et al., 2009) In this study, survey strategy will be used as main research strategy Case study is chosen due to following reasons First, survey strategy

is utilised when deductive research approach is conducted (Saunders et al., 2009) Moreover, survey strategy helps the researchers to evaluate quantitative impacts from independent variables to dependent ones (Saunders et al., 2009) Second, survey strategy ensures that primary data is collected adequate sample size and therefore it reduces times and efforts to collect subsequent data (Saunders et al., 2009) Finally, survey strategy is being used widely in academic studies and it allows the researchers to collect sufficient information for later data analysis; thus, key findings are not subjective accordingly (Saunders et al., 2009)

3.4 The choice between quantitative and qualitative

There are two research methods, including quantitative and qualitative (Saunders et al., 2009) They are different to each other in term of data collection and data processing Quantitative research method aims to collect numerical data from survey of questionnaire and data processing refers to mathematical or econometrical calculation (Saunders et al., 2009) In the contrast, qualitative research method relies on non-numerical data which is often collected from opened interviews with relevant respondents (Denzin and Lincoln, 1994) Moreover, qualitative research method is

deployed with content analysis and it is not relied on data analysis techniques (Biggam, 2008) In this study, quantitative research method will be utilised in this study

Quantitative research method is chosen due to following reasons First, the study

is developed under positivism research philosophy and quantitative research method is subsequent choice (Saunders et al., 2009) Second, quantitative research method helps the researchers to measure quantitative impacts from determinants to target social phenomenon (Crisp, 1957) Third, quantitative research method is relevant to the researchers who are concerned with measurements or they want to deploy mathematical evaluation to obtain objective findings (Biggam, 2008)

3.5 Data collection

There are two types of data that will be collected in this study, including primary and secondary data Primary data is collected from survey of questionnaire or interview with respective respondents who are linked to target social phenomenon (Srivastava and Rego, 2011) The advantage of primary data is that it directly links to research objectives and research questions (Saunders et al., 2009) In this study, primary data will be collected from survey of questionnaire and it is designed in well-structured approach

Secondary data refers to the information that existed in previous studies or reports (Saunders et al., 2009) The advantage of secondary data is that it does not consume much time and much effort to collect due to the researchers can find relevant information from many sources such as the Internet and books in libraries (Srivastava and Rego, 2011) Moreover, secondary data is ready to use as it is prepared and processed by previous researchers (Stewart and Kamins, 1993) In this study, secondary data is collected from books and journals about customer satisfaction and hotline service quality

3.6 Survey of questionnaire

Due to the application of quantitative research method, primary data is expected collecting from well-structured survey of questionnaire This survey is designed with two parts The first part helps to collect demographic information such as gender, age, and education level of the respondents The second part helps to collect evaluation of customers towards current quality and performance of hotline service in Ministry of

Health To help the customers’ evaluation, a Likert scale of 5 points and it ranges from

1 (strongly disagree) and 5 (strongly agree)

Table 1 Survey of questionnaire

Code Statement

SCA Service abilities

SCA1 Staff have knowledge and qualified

SCA2 Staff have high professional skills

SCA3 Staff give reliable advice

SCA4 Staff have enthusiastic and good in serving customers

SCA5 Employees treat customers politely

CPE Convenience perception

CPE1 Information on products and services found easily on the business web, and the

other web sites

CPE2 Advisory service hotline is good

CPE3 Information on products and services found easily on the business web, and the

other web sites

RCO Resolving complaints

RCO1 Enterprises notice the utility for customers in transaction or in the meantime serving

such as free Wi-Fi, water, magazines etc

RCO2 The receiving of the request and answering complaints are convenience

RCO3 Process resolving issues arisen are to ensure customer benefits

CSE Customer service

CSE1 Staff are always interested in the needs of each customer

CSE2 The cancelation service or change service are well-done through networking

CSE3 Enterprises receive requests and customer feedback quickly

EFF Customer service effectiveness

EFF1 I am very happy about now

EFF2 I will continue using the products or services

EFF3 I will introduce my friends and family using the services of companies

SAS You satisfy with current customer service

Moreover, survey of questionnaire must be clear and candid to ensure that the respondents understand clearly about its contents To do that survey of questionnaire is put into pilot test whether a sample of 10 people who are working in customer service department of Ministry of Health is invited into this process The result shows that 10 respondents understand clearly about the survey of questionnaire’s contents

3.7 Sampling

Probability and non-probability are two common sampling method (Saunders et al., 2009) Sampling is important due to it helps the researchers to collect accurate data from their analyses and therefore obtaining research objectives and research questions (Saunders et al., 2009) In this study, probability sampling is selected with random sampling technique Random sampling is relevant due to minimal knowledge about total population size (Zikmund and Babin, 2007) Then, sample size is determined through a rule which is provided by Hair et al (1998) Under this rule, adequate sample size must be from 100 to 150 Therefore, a sample of 100 respondents will be chosen as target sample size in this study

In this study, the author would like to collect primary data from 100 respondents who are customers: patients and patients relatives particularly The author has come by her own to some of the biggest hospitals in Hanoi, Vietnam such as: Bach Mai Hospital, Viet Duc Hospital and Hong Ngoc Hospital to deliver questionnaires and wait there to collect them The survey was conducted in both public and private hospital to gain reliability

3.8 Data analysis techniques

Due to the application of quantitative research method, the study is developed further with several data analysis techniques, including descriptive statistics, reliability test, explanatory factor analysis or EFA, ANOVA, and multiple linear regression All these data analysis techniques are conducted and run through SPSS software which is being used widely in academic researches Descriptive statistics are developed with frequency analysis and mean value calculation Reliability analysis provides evidence of reliability level in the survey scale Explanatory factor analysis – EFA is utilised to check the validity of the constructs between variables and service quality’s factors ANOVA is conducted to verify the difference among respondents who have different