Factors affecting customer satisfaction in gr satake vietnam company

Based on that reasoning, I began research on customer satisfaction for GR Satake Vietnam company GRSV, to know whether the supply of such products have been interested customers and acce

MEIHO UNIVERSITY

Graduate Institute of Business and Management

MASTERS THESIS

Factors affecting Customer Satisfaction

in GR Satake Vietnam Company

In partial fulfillment of the requirements for the degree of

Masters of Business Administration

Advisor: Dr Kuo-Hung Tseng Co-advisor: Dr Pham Xuan Giang Graduate Student: Ngo Thanh Tuan

December, 2010

ACKNOWLEDGEMENTS

First, I would like to express my gratitude to the Board of management of Ho Chi Minh City University of industry and Meiho University, Taiwan who has enablled me to participate in Master programs, Graduate Institute of Business and Management in the past two years

I feel thankful to Prof & Dr Kuo-Hung Tseng, Chair of College of Business and Management, Meiho University, Taiwan Although I’m very busy with daily work but my advisor and guiding professors cared about, supported and encouraged me very much from the first step to identify the title,.write draft of the fundamental, find references, design, revise the draft of the thesis

I express heartfelt thank to the other professors and teachers who haved joined teaching and making task of administration and have created good condition for me to complete this training program

To thank teachers, lecturers of Postgraduate Program, Department of Business Administration, Ho Chi Minh City University of Industry and my EMBA2 classmates Sincerely thank you

Factors affecting Customer Satisfaction

in GR Satake Vietnam Company

The companies which supply the machines for processing and rice millers in Vietnam, has striked the Satake MTV Engineering Limited Liability Company(GRSV for short) with the machinery provided by Japanese Satake corporations and the financial support from the GR corporation of Hong Kong It is supported that, the GRSV Company has gradually developed and dominated the market In three years of establishment, the company's main product is the color separation machine (optical sorter) received the trust

of the great majority of the large rice processing plant in the whole country Revenue in

2009 was estimated at 4 million USD and this is not a small achievement for a company just entering the Vietnam market

The purpose of this thesis was to assess customer’s satisfaction with the GRSV company after a period use of products supplied by the GRSV company Thereby, the researcher measured customer’s satisfaction on the products supplied by the company

Results showed that there were six factors including: product quality and price, the tangible and convenience, reliability, empathy, competence and trustworthiness of the company, availability and customer’s feedback

Factors affecting Customer Satisfaction

in GR Satake Vietnam Company

Contents

ACKNOWLEDGEMENTS I ABSTRACT II Contents III Tables V Figures VI

Chapter1 Introduction 1

1.1 Introduce Satake Group, GR Engineering Ld Group and GR Satake Vietnam Company 1

1.1.1 Satake group 1

1.1.2 GR Engineering Ld group (Hong Kong) 3

1.1.3 GR Satake VietNam company - the technology company with limited responsibility 3

1.1.4 The main products of company 4

1.2 Research Background and Research Motivation 4

1.3 Research Purpose 6

1.4 Research Outcome 7

1.5 Subjects of Study 7

1.6 Layout of Thesis: the Thesis is divided into 5 Chapters 7

1.7 List of Abbreviations 8

Chapter 2 Literature Review 9

2.1 Definition of Customer Satisfaction and Why Must Make Customers Satisfy 9

2.1.1 Definition of customer satisfaction 9

2.1.2 Why do customer satisfy 9

2.1.3 The necessity of measuring demand and customer satisfaction 10

2.1.4 Model of customer’s satisfaction in services 11

2.2 Theories and Models of Satisfaction 12

2.2.1 Definition 12

2.2.2 Some models of customer satisfaction 13

2.3 Building a Research Model 19

2.4 Hypotheses 20

Chapter 3 Research Methodology 21

3.1 Research Methodology 21

3.2 Identify Information to be collected 21

3.3 Identify Sources to Collect Information 22

3.4 Prototyping 22

3.5 Description of the Questionnaire Scales 23

3.6 Planning Data Collection 23

3.7 Model 24

3.8 Implementation Steps 24

Chapter 4 Research Results Analysis 25

4.1 Descriptive Statistics 25

4.1.1 Characteristics of the respondents 25

4.1.2 Measurement Results of Research variables 27

4.2 Reliability 44

Chapter 5 Conclusion and Suggestions 48

5.1 Conclusion 48

5.1.1 Reliability has a positive effect on the customer satisfaction 48

5.1.2 Feedback between the company and the customer has a positive effect on the customer satisfaction 48

5.1.3 Service capacity has a positive effect on the customer satisfaction 48

5.2 Suggestion 49

References 50

Attachment 51

Tables

Table 4-1 Respondent’s Demographics 26

Table 4-2 Descriptive Analysis for Thirty–three of the Questionnaire 27

Table 4-3 Mean and Deviation of Reliability 28

Table 4-4 Mean and Standard Deviation of Feedback 34

Table 4-5 Mean and Standard Deviation of Service Capacity 39

Table 4-6 Mean and Standard Deviation of the Tangible 41

Table 4-7 Mean and Standard Deviation of the Quality of the Products 43

Table 4-8 Mean and Standard Deviation of Prices and Others 44

Table 4-9 Cronbach’s Alpha of the Questionnaire Items 45

Table 4-10 Cronbach’s Alpha of Constructs 46

Figures

Figure 1-1 The Satake Group in the World 1

Figure 1-2 The Satake Factory in Japan 2

Figure 1-3 The Satake Factory in China 2

Figure 1-4 The GR Satake Vietnam Company in Viet Nam 3

Figure 1-5 The Document of Equipments Used in Laboratory 4

Figure 2-1 Model of Customers Satisfaction in USA 11

Figure 2-2 Kano Model (1984) 13

Figure 2-3 The Model Satisfies Customer Relations Functions of Parasuraman 1994 14

Figure 2-4 Theoretical Model of Customer Satisfaction Index of VN 17

Figure 2-5 Model Research 19

Figure 4-3-1 Do What the Company Promised 29

Figure 4-3-2 Notify When the Contact is Done and the Time Transferred 30

Figure 4-3-3 Support Seriously and Rapidly When Being Requested 31

Figure 4-3-4 High Skill and Enthusiastic in Their Work 32

Figure 4-3-5 Trust in Company’s Introduction and Quality 33

Figure 4-3-6 Quality of Machinery are as in the Signed Contact 34

Figure 4-4-1 Inform the Exact Time of Delivery 35

Figure 4-4-2 Willing to Help the Customers 36

Figure 4-4-3 Install, Operate and Direct as Appointments 36

Figure 4-4-4 Enthusiastic to meet the Requirement of the Customers 37

Figure 4-4-5 Not Wait for a Long Time on Delivery and Installation 38

Figure 4-4-6 Always Listens to the Customer’s Comments and Solves Problems 39

Figure 4-5-1 Staffs Make the Customers Feel Reliable 40

Figure 4-5-2 Qualification Always Satisfy the Customers 41

Figure 4-6-1 Good Designed with Properly Pattern (Colors, Style…) 42

Figure 4-6-2 Support When the Customers Necessary after Using Products 43

Factors affecting Customer Satisfaction

in GR Satake Vietnam Company

Japan is the headquarters of the Satake group The branch firms and producing factories are distributed in many countries of the world, such as Canada, British, The United States, Brazil, Autralia, and so on Withal, Satake has representative offices in Thailand, China, India, Myanmar

Figure 1-1 The Satake Group in the World

Figure 1-2 The Satake Factory in Japan

1.1.2 GR Engineering Ld group (Hong Kong)

Founded in 1946, Golden Resources Development International Limited ("the Group", HKEX stock code: 677) successfully obtained its rice importing license in Hong

Kong early in 1955 The wholesaling license the Group acquired later opened the door for

a new and comprehensive range of business activities, including rice import, wholesale, warehousing and distribution The Group was publicly listed on the Stock Exchange of Hong Kong in 1991, and has grown into Hong Kong's leading rice wholesaler and distributor, offering full service from rice sourcing, processing and formulating to packaging, marketing and distribution For years, the Group has maintained its leading position in the retail market, with a popular and high quality brands Golden Resources

passed the requirements for certification of the ISO 9001, HACCP and ISO 22000 Qualification in year 2003, 2004 and 2009 It symbolizes international recognition of the

Group's stringent production procedures and exceptional product quality

1.1.3 GR Satake VietNam company - the technology company with limited

responsibility

The 05/07/2007, the technology company-Satake or called GR SATAKE VIETNAM was run with the role of Satake Group’s agency monopoly via the agreement

of Satake Corporation (Japan) and GR Engineering Ltđ.(HongKong) Many countries of

Satake Group successfully inherited this model The birth of Vietnam Satake marks a new

and consolidated agricultural development of Vietnam

Figure 1-4 The GR Satake Vietnam Company in Viet Nam

1.1.4 The main products of company

Milling Meter Rigidity

Figure 1-5 The Document of Equipments Used in Laboratory

1.2 Research Background and Research Motivation

Along with the liberalization of trade is going be frantically around the world, companies realize that customers’ satisfaction is a strategic decision to give those businesses the increasing market share and profitability Loyalty increased 5% of can make increase earnings of 25-85%

Keeping up with the importance of customers’ satisfaction, businesses’ success in the global economy realized that measurement of customers’ satisfaction has been a key issue in the operation of businesses Just measuring customers’ satisfaction of new businesse know how to satisfy the customers, maintain customers’ loyalty and attract new customers

Since Vietnam became the 150th member of WTO in 2006 has become an attractive location for investors in domestic and foreign countries Demand for exports of agricultural products to other countries occurred on a scale and more frantic

Customers are individuals, organizations and units to buy products or services related business transactions with the company Customers are usually classified into two types: internal customers and external customers

Internal customers are the workers in the company, they rely on the company, and

on certain products and services to the information they need to complete their tasks But they are not direct customers, but they need attention, care and treatment, as well as the direct customer

External customers that we offer, including face to face or over the phone, those who purchase products and services It not, there will be no sales, no business Internally within the company, sometimes you are the customer, sometimes you are the service provider For example, an employee may ask you to print a copy of any document In this case, you are a service provider, because you give them what they need But 10 minutes later, you can go to an employee’s place and ask for help, now you serve as a customer

When customers contact and work with the staff in enterprises, in fact they are giving their certain assessments and the quality of business services, expressed by 6 basis points below:

• Friendliness of staff

• Understanding, sympathetic and listening to the needs of customers

• Receiving fair treatment

• Placed at the center of business activities of enterprises

• Provided information about products, policies, procedures

• There are many options for products or service forms

According to Philip Kotler, the customers’ satisfaction is the level of the state of feeling derived from comparing the results obtained with the consumption of products/services to the public expectations Level of satisfaction depends on the difference between getting results and expectations of customers, if actual results are lower than expected customer dissatisfaction, and vice versa Customer expectations are formed from the shopping experience, from friends, colleagues and from the information

of the seller or competitors

Accordingly, the main reasons that customers' satisfaction determines success or failure of a company Satisfaction on the needs of customers becomes an important asset for businesses in improving service quality, maintaining loyalty, improving competitiveness of enterprises

Based on that reasoning, I began research on customer satisfaction for GR Satake Vietnam company (GRSV), to know whether the supply of such products have been interested customers and accept or not ? These comments or complaints from customers regarding a product two media may be a good few from which can reduce customer satisfaction with the company How would the loyal customers of the company feel about these products? And with such products can whether find more new customers to the company or not? And with products like this can find more new customers to the company or not? From those questions, I realized that to meet the legitimate needs of customers and listen to the complaints of customers will help the company provide a better product, more loyal customers and more new customers Therefore, good customer care is a vital objective for any company to survive and thrive in times of economic integration today is full of opportunities and challenges

1.3 Research Purpose

On that basis, the purpose of research Thesis:

• To understand the relationship between product quality to customer satisfaction and customers’ loyalty

• How will the company resolve aboout customer’ complaints? How to keep loyal customers? How to find new customers?

1.4 Research Outcome

Survey of customer satisfaction about GRSV company, through the following criteria: price, quality of machinery, supports of technical staff and sales (in sales, technical support, maintenance, warranty, and answering questions as well as the opinions

Due to limitations of space and time, so the scope of the research study is limited

in the Southern of Vietnam And the main subjects of research suck as directors, deputy directors, heads of departments of food companies, the Private Enterprise, the milling plant on food processing in the Mekong Delta If terms of theory, with the object of this study can not fully assess the satisfaction of customers on the GRSVcompany but also enough to bring to a conclusion fairly accurately because of the following reasons here:

• Mekong Delta is the largest granary in the country with the best quality rice

• Mekong Delta is the focus of food companies, the Private Enterprise, the rice milling plants in most of the country with thick density distribution located in all provinces

• Mekong Delta is the main rice exporting in the country

1.6 Layout of Thesis: the Thesis is divided into 5 Chapters

Chapter 1 : Introduction

Chapter 2 : Literature Review And Research Hypotheses

Chapter 3 : Research Design and Methods

Chapter 4 : Data Analyses, Results and Discussion

Chapter 5 : Conclusions and Suggestions

1.7 List of Abbreviations

DBSCL : Mekong Delta

GRSV company : GR Satake Vietnam company

Relationship KH- COM: Relationship of customers – companies

Chapter 2 Literature Review 2.1 Definition of Customer Satisfaction and Why Must Make Customers Satisfy 2.1.1 Definition of customer satisfaction

Customer’s satisfaction is state of mind / feels of customer about a company when their expectations are met or are met exceeding the set standard during the life of the product or service The customers get satisfaction, will have loyalty and continue to buy the company's products

The belowing suggestions in this definition:

• Because customer’s satisfaction is a subjective state, no quantitative, measurement won’t exact and require that must take sample and statistical analysis

• Measuring customer’s satisfaction need understand the distance between service / expectation product expectations and service / awareness product

2.1.2 Why do customer satisfy

Customer satisfaction can help enterprises gain significant competitive advantage Enterprise customers understand how to feel after purchasing products or services and in particular whether the products or services that meet customer expectations

Customers mainly formed their expectations through the purchase experience in the past, oral information from family, friends and colleagues, and information transfer through activities such as advertising or marketing agencies PR If customer expectations are not met, they would likely not satisfied longva they will tell others about it Average customer trouble will tell nine others about this problem and only 4% of dissatisfy customers will complain

Customer satisfaction has become an important factor to create competitive advantage tranh.Muc high satisfaction can bring many benefits including:

• Loyalty: a customer satisfaction level is a loyal customer A very satisfied customer is 6 times the capacity can become loyal customers and continue to buy products or product introduction compared to customers in satisfaction levels Loyalty increases by 5% can increase profits by 25% - 85%

• Continuing to purchase additional products: a customer satisfaction levels will continue to buy more products

• Introducing to other people: a customer satisfaction level will tell family and friends on products and services A satisfied customer will tell 5 other people listening

• Maintaining the choice: a customer satisfaction levels are less likely to change brands

• Reducing costs: a customer satisfaction level less costly to serve than new customers

• Higher Rates: a customer satisfaction levels are willing to pay more for that product or service

2.1.3 The necessity of measuring demand and customer satisfaction

2.1.3.1 The necessity of measuring customer needs

The measurement of customer demand is the basis for business planning the design of products and services with features that customers expect, the production planning and service delivery to ensure the features designed to help businesses and changes in time for the products and services to reflect changes in customer demand

2.1.3.2 The necessity of measuring customer satisfaction

Measuring customer satisfaction is a relatively new concept to many companies still focus on the income statement and balance sheet Companies now realize that the new global economy has made things are always changing the increasingly fierce competition, crowded markets and busy business situation has become increasingly difficult for businesses to understand that they must change that way of looking at and measuring customer satisfaction is key key Only by that new company shall retain old customers and knows how to attract new customers

Successful companies recognize that customer satisfaction is a strategic arms decisions can help increase market share and increase profitability

Measuring customer satisfaction to achieve the following purposes:

• Understanding the level of customer satisfaction to determine the activities to improve customer satisfaction

• Effectiveness of activities to improve customer satisfaction can be assessed

• The information and survey results can help to compare the level of customer satisfaction

• If the results do not achieve results or customer satisfaction levels are lower, then the cause can be understood and corrective actions can be performed

• Comparing with competitors, perform comparative analysis to go beyond competition

2.1.4 Model of customer’s satisfaction in services

2.1.4.1 Model of customer’s satisfaction in USA

Figure 2-1 Model of Customers Satisfaction in USA

Source: http://www.theacsi.org/(31)

Customer satisfaction index in America (ACSI) is an economic indicator based on the model of customer evaluations of quality goods and services purchased in the U.S and are manufactured by local companies and outside the country with large market share

in the U.S Customer satisfaction index developed by the American Research Center national quality (NQRC) at the Stephen M Ross School of Business at the University of Michigan, led by Professor Claes Fornell

Customer satisfaction index in America using the client interviews as data input for a mathematical model of multilateral economic projects ACSI model is a model with indicators affecting satisfaction the left hand side (expectations, perceived quality and perceived value), satisfaction (ACSI), and the results of satisfaction on the right (the complaint, including the loyalty of customers to maintain and accept a higher price)

Customer satisfication

Customer Complaints Pereceived Quality

Perceived value

The indicators in the model is the most variable component be measured by the many questions that are assessed important level in the model The questions show evaluation of the customer about the determinants of each indicator The indicators are reported on measuring ladder from 1 to 100 ACSI model assess oneself the importance to maximize explain customer’s satisfaction for customer’s loyalty

2.2 Theories and Models of Satisfaction

2.2.1 Definition

Satisfaction: There are many different views about satisfaction Customer satisfaction is considered as a comparison of expectations before and after purchasing the product or service column Bachelet (1995) defines customer satisfaction as an emotional reaction nature of the client after using a product or service According to Kurtz and Clow (1998) Customer satisfaction is the customer's status after feeling the product or service compared with the expectations The expectations of customers can be divided into three levels

Satisfaction Measurement (CSM) is the process of measuring the status of a human sensation derived from the comparison of results obtained from the product or service with the expectations of that person

2.2.2 Some models of customer satisfaction

2.2.2.1 Kano model

Figure 2-2 Kano Model (1984)

In this model, Dr Kano distinguished three types of products’ features and services that affect customer satisfaction

• The particularities must be set (must be) is one that customers expect to have Without particularities the customer will feel disappointed

• One-dimensional features (one-dimentional) characteristics are generally referring

to customers as a function they desire Quality level of these attributes as possible, the higher the level of satisfaction Typically, these factors directly related to the needs and wants of customers Companies should try to compete at this point

• Attributes, which are interesting (delighter) without this feature, customers still implicitly accepts the service provided But if they exist, customers will be very surprised and excited because since found very helpful when we Thus, detection of concern these properties to increase customer loyalty as well as make a difference with the competitors

The level of customer satisfaction

The level of expected Attractive feature

One dimentional

Basic feature

2.2.2.2 Model of customer satisfaction by functional relations

Figure 2-3 The Model Satisfies Customer Relations Functions of Parasuraman 1994

According to the model, customer satisfaction depends characteristics of products/services and relationships

Customer satisfaction is composed of two components

• Satisfying function: satisfaction achieved by purchasing the product / service quality with reasonable price

• The relationship comes from business process accrue over time as the trust and supplier of products / services, qualifications of staff, attitude of customer service

Satisfaction and relationship function influenced by the following factors:

• Price: The value of products or services are converted into cash The price depends on many factors such as quality, brand, and associated services The trend of consumers today are willing to pay them a premium price for a product / service quality Factors that customers care about is price consistent with quality or not Therefore, prices are also certain to affect customer satisfaction

• Product quality: based on the following characteristics

¾ Features (Performance) characteristics or operation of the basic functions

¾ The reliability (Reliability) probability of successful implementation of a function defined in a specified time and under conditions determined The reliability of products / services is usually measured by average time first appeared damaged or average time between failure times However, this measure requires the products / services must be used within a specified time and it does not fit in the products / services

or consumer use soon

¾ Suitability (conformance) the extent to which the set design and operation

of computer products and services comply with standards set forth

¾ Endurance (Durability) is the product lifespan Durability may be defined

as the time to use the product before it is reduced to the level of value to replace but can not be repaired

¾ The convenience (Serviceability) is capable, courteous attitude and level fast in support or repair Repair costs is not only the amounts paid to repair it covers all aspects of the losses and inconveniences caused by downtime of the equipment, the attitude of staff and number of repair failed for a breakdown

¾ Aesthetic feature (Aesthetics) how the product looks, feels, sounds, smells

of the star product Aesthetics depends very much on individual preference This is a characteristic highly subjective

¾ Awareness (Perceived Quality) is a company's reputation Customers do not always have to have perfect information Duve characteristics of the product In that case, the company's reputation is their only basis for comparison between brands

Quality of service: based on the following features

• Reliability is the ability to perform a service as promised and accurate

• Response is ready to help customers quickly and begin providing services

• Assurance: quality of the staff will make customer trust: a professional, courteous, respectful customer communication skills

• Empathy: service personnel have to try to style, attention to customers, a sense of peace of mind

Contact service and relationship quality: the risk factors relating to the professional level, the attitude of staff comply with what commitments, prestigious customers will affect customer satisfaction

2.2.2.3 Customer Satisfaction Index – CSI

Theoretical models for customer satisfaction index of Vietnam (Le Van Huy - Nguyen Thi Ha My)

CSI is a model that included the variables number of causes - the result: the brand image, quality expectations, perceived quality, customer satisfaction and loyalty Customer satisfaction hangduoc placed in the relationship between cause and outcome variables of the model Usually there are 4 variations of CSI start: brand image, quality expectations, perceived quality, feel and value, meanwhile, customer satisfaction creates loyalty (if customer satisfaction ) or may be a complaint (if the customer is not satisfied) That means that customer satisfaction can lead to two extremes of the experience for customers

(1) Satisfaction with the quality of products / services and tend to brand loyalty or brand or

(2) There are not satisfied with the products and services to the row of "negative" with the brand or trademark

VCSI model - customer satisfaction index VN certainly not outside the standard rules To exploit the factors affecting the model, the proposed research will model with 7 variables VCSI

(1) Brand Image

(2) Quality expectations

(3) Quality of experience

(4) The value of experience

(5) Customer satisfaction (key element)

Variable results of the model is

(6) The complaint

(7) Customer loyalty

The difference between VCSI Assistance Program with the other CSI model is the different relationships between the latent variables For each country, each setting its own referendum on the economy - will determine the social variables associated with each other and of course how VCSI model will also have the relationships between variables

Based on the accumulated experience of some successful models go ahead and represent the characteristics of the economy VCSI theoretical model is set up as follows:

Figure 2-4 Theoretical Model of Customer Satisfaction Index of VN

Expected Quality

Perceived Quality

Brand Image

Customer complaints

Loyalty

Perceived Value

Customer satisfaction

Latent variables Factor of measurement

The overall impression of the brand image

Brand image Secondary or special level of

outstanding differences on the characteristics of the brand from the viewpoint of customers

Quality expectations (in general) Quality expectations of customers

as required Actual quality expectations Quality expectations

Expectations about the quality of products/ ervices

Perceived quality (in general) Perceived quality or experience required level of product / service needs

Actual quality experience Perceived quality

Perceived quality of products/services Quality assessment on rates Reason variable

Values of experience

Assessing the quality Overview satisfaction of products Unsactidfactory expectations Satisfaction in comparison with other brands of the same product category

Key Variable Customer satisfaction

Gap with the ideal product Unsatisfaction about the supply of products/services

Result variable Customer complaints

The specific requirements unsatisfactorily

2.3 Building a Research Model

From theory and research model, research model and hypotheses of this topic is

proposed

Figure 2-5 Model Research

• Reliability is the true guarantee of quality goods as promised Reliability is a guarantee delivery on time as promised

• The feedback is done quickly to provide services and products to customers These reviews, customer reviews are always promoting the company

• The guarantee (Assurance) quality of these distributors will provide confidence to customers: the professionals in product introduction, knowledge of each product and introduce a precise, polite communication, respect for customers, good communication skills

• Empathy (Empathy): the company always pays attention to customers, create a sense of reassurance to customers

• The tangible (Tangibility) is the facilities, equipment and professional capabilities

of the company GRSV affect how clients Employee uniforms, instruments,

documents expert for the installation and operation of the machine is professional

or not

• Product quality feel that though the study of customer satisfaction, but product quality is also a critical success factor cho61ttrong process of creating customer satisfaction (model theory index of customer satisfaction Vietnam's LE VAN HUY and NGUYEN THI HA MY)

Also, this product is a specialized products used in processing high-grade rice, to increase the quality of Vietnam rice before exporting to advanced markets like Iran, U.S., Hong Kong

2.4 Hypotheses

H1: The increase "confidence" will increase levels of customer satisfaction

H2: The increase in "response" will increase levels of customer satisfaction

H3: The increase in "power distribution" will increase levels of customer satisfaction H4: The increase in "sympathy" will increase levels of customer satisfaction

H5: The increase in the "tangible" increase the level of customer satisfaction

H6: The increase in the “Eperience of quality products" increase the level of customer satisfaction

Chapter 3 Research Methodology

In the previous chapter has presented a number of theories relating to service quality feel and only measure customer satisfaction of the Institute of the South Chapter

2 also proposed research model is a combination of the models above In summary the model is given for measuring satisfaction of the following elements: (1) reliability, (2) feedback, (3) NPP capacity, (4) empathy, (5) calculation tangible, (6) KH-NPP relationship, (7) product quality feel This chapter will present dissertation research design including research methodology, identifying, collecting information, identifying sources of information gathering, design, questionnaire describing the scale, design data collection plan

• Check the reliability of the scales measured by Cronbach's Alpha test

• Run the Assembly to find a correlation between the factors on customer satisfaction

3.2 Identify Information to be collected

• Information about customer satisfaction according to company GRSV scale SERVPERF quality of service including reliability, responsiveness, staff performance, empathy and tangible

• Information on product quality comments from customers

• Information on S-NPP relationship

• Information on the group of products that customers have used

• Personal information: gender, age, income, education level

• More information on that customer's knowledge of color separation machine (optial sorter)

3.3 Identify Sources to Collect Information

• Sources of information of primary sources to collect information from quantitative research to answer the questionnaire of the customer

• Approach: direct access to offices in the 25 Ton Dan, P13, Q4, HCM CiTy Representative office is a place apart from the official agents specialize in providing

products Satake Japan but also the focus of the technical staff, sales training and guidance from experts in Japan These employees can replace the Japanese experts to

install, operate and maintain the machinery provided by the Japanese Satake

• In addition to enhanced reliability, objectivity and accuracy of the sample, questionnaires were sent only to individuals working in the field of rice milling and processing

3.4 Prototyping

• Sampling frame: the client knew or machinery used by the Japanese Satake production including color separation machine (optical sorter) and clients working in the field of milling and processing rice

• As stated in the scope of the research program, this thesis focused survey customer satisfaction in South Vietnam (the Mekong delta province) because it is the focus of all the milling and processing rice in the country's largest At the same time contracts of U.S rice exports virtually from here

• There is no guarantee that the probability sampling method was more accurate results approach the non-probability sampling Predecessors for what we know is that when the probability of sampling error of the sample is also non-measurable probability is zero (Kinnear & Taylor, p.207) So this topic will be non-probability sampling by random sampling method

• The preliminary classification of customers:

o Sort By gender: male, female

o Classifying by age: <30 , 31-45 , > 40