The Relationship between Service Quality and Customer Satisfaction in the Driving-Test Center, Ho Chi Minh City College of Transportation, Vietnam ABSTRACT Graduation thesis "The relat
Research Motivation
Currently, there are 54 driving-test centers in Vietnam In Ho Chi Minh City, there are 16 driving-test centers (Ministry of Transport, 2009) The driving-test center has activities such as ensuring material facilities, vehicles and equipments checked and marked according to regulations, implementing training contracts with driving schools, performing other related services (Circular 07/2009/TT-BGTVT, 2009) Therefore, each center not only has to make sure that all technical are well maintained according to the regulation of Government, but also to provide all techniques and services based on demand of customers (Department of Transport, Driving school, and trainees coming to review and have a pilot test) So it will be wrong if a driving- test center thinks it only needs to focus on providing materials, staffs, and equipments to have a fair test fitting the regulation Because in the fact, driving-test centers run as a service enterprise in a very competitive environment; it expresses via: (1) Departments of Transports pay to rent facilities, vehicles, marking equipment, fuel, etc., for driving-test centers by service contracts, in order for centers to serve driving- test; (2) Centers have to implement tax obligations for Government sufficiently such
Service plays an important role in the economy Service operation develops according to the ability of economic and social development In developed countries, income from the service can reach 60% - 70% of the total social income (CEOVN,
2010) There are a lot of plentiful and diversified researches of service such as health care service, accounting-auditing service, banking service, consultant office, law firm, securities brokerage, school, hotel, amusement park, supermarket, telephone company, etc., in many countries in the world as well as in Vietnam; but for driving-test centers, the issue above is very new because the examination at the center has just been applied since 2006 in Ho Chi Minh City and on June, 2007 in the whole country (SGGP,2006 ) Almost centers are built as planned, so there is no competition In competitive areas, such as Ho Chi Minh City, improving service quality of the driving-test centers is only based on subjective experience On the world, there are only several countries as Korea, Taiwan applying test model in the driving-test center, so service research documents in general and service quality of the driving-test center in particular have not been popular yet
Driving-test Center, Ho Chi Minh City College of Transportation is a public center that was established on June 1 st , 2005 Driving-Test Center was built on an area of 35,000 m 2 , with 3 blocks, the models used for testing automobiles, motorcycles, 50 cars of all kinds and other ancillary works; is first class of Driving-test Center, in a day Center may hold competitions for 600 candidates of cars, 1,000 candidates of motorcycles In the first years of starting the service, the center took place examinations for 14 units of Transportation College However, due to crowed market,
8 transportation colleges switch to another driving-test center and only 2 colleges shift from other driving-test centers Until now, there are only 8 of them taking examination in the Center (TTSHLX, 2010) The center is trusted and highly appreciated by senior management offices with stable accurate testing and marking equipment, continuous innovated transportations and professional skilled staffs But why does the center lose customers? Many years later after the center was established, capacity of the center rapidly grows from 75% to 80% as planned However, the capacity has dropped from 35% to 40% for recent 3 years 2007 – 2009 (TTSHLX,
2010) As I know, driving-test center focused very much on materials, equipments, transportations for examinations They ignored the service quality and customer satisfaction in order to build competitive advantage Because of this serious issue, I - service quality and customer satisfaction in the driving-test center, HCM City College of Transportation”.
Research Purpose
This research is performed to find out about the relationship between service quality of driving-test center, Ho Chi Minh City College of Transportation, Vietnam and customer satisfaction of the Center Since then, everyone can evaluate service quality provided by the Center and propose solutions to improve service quality and enhance competitive advantage of a driving-test center
Research topic is relied on 3 objectives as following:
1 Determining components that create service quality of the driving-test center and whether it influences customer satisfaction of the Center
2 Determining impact level of those components towards customer satisfaction of the driving-test center
3 Proposing some solutions to improve service quality of the driving-test center
Research questions of the study are:
1 Do components creat service quality of the driving-test center influence customer satisfaction of the Center?
2 How do those components influence customer satisfaction of the driving-test center?
3 Which solution is required to improve service quality of the driving-test center?
Research Scope and Limitations
Customer satisfaction is affected by a lot of factors such as service quality, product quality, price, individual factors and situational factors To fit service model of the driving-test center and scale of the thesis research, product quality, price,
Definition of Terms
Service is the result created by activities between supplier and customer and internal activities of supplier to satisfy customer requirement(TCVN 5814: 1994)
1.4.2 Service quality: is anything that customers can feel Service quality is determined based on awareness or feeling of customers relating to their personal demand (Lý luận về chất lượng dịch vụ, vnedoc.com )
1.4.3 Customer satisfaction: is the level of a person’s feeling proceeding from comparison between the achieved result when using product/service and his/her expectation The level of satisfaction depends on the difference between achieved result and expectation If the actual result is lower than expectation, customers will not satisfy If the actual result is appropriate with expectation, customers will satisfy
If the actual result is higher than expectation, customers will satisfy very much (Sự thỏa mãn của khách hàng, cmard2.edu.vn )
According to the road traffic law (2008), the driving-test center performs examinations to award auto-car driving license Driving-test centers have to be built as planned with sufficient material facilities and techniques
Figure 1-1 Overview Driving - Test Centre
Literature Review
Service
Service is an invisible operation or benefit via communication Services provided can connect or disconnect closely to physical products (Service Marketing – Hanoi school of Business (HSB), Hanoi National University, 2010) Service is process, which happens accordingly to a fixed sequence including many different phases In each phase, there are many secondary services added Main service creates values, benefits in order to meet customer’s expectation Secondary and added services create benefits of what customer expected or not Secondary and added services can be included inside or outside the service system Each kind of service brings some value to customers; this value is to satisfy customer requirements and expectations; it connects closely to seeking benefit and service purchasing target of customers
Service product can be physical such as movie, picture; it also can be non-physical such as sympathizing, sadness, happiness, etc ,
Service has following characteristics: (1) Intangibility: Service is a kind of intangible product; there is no specific figure; customers contact products via communication, information collection and personal feeling; customers couldn’t see (couldn’t weigh, measure, count, test …) service before consuming it; customers can only evaluate the whole product while and after buying and using it (2) Simultaneity: Customers consume service product during the process of product creation; staffs provide service to customers via interaction and that is why direct communication becomes an important role; it requires staffs to be well trained, knowledgeable and skillful (3) Heterogeneity: At the same course, with the same teacher and the same lesson, training result of every trainee is very different This situation is quiet similar as to serve consumers; every service person (staff) has its unique personality and they react via their own way; hence, customer will experience different services (4) Perishability: Due to characteristics mentioned above, service can’t be stored, returned, resold and carried from one place to another; once a plane takes off, empty seats can’t be sold for next flight again Simultaneously, customers can only have relative feeling of whether their receipt is correlative with money value they pay If a specific product doesn’t satisfy customers, it can be returned to manufacturer and customers can take back their money But if it is a service product (it means both producing and consuming), customers cannot return what they agreed to use to take back their money From analysis above, an operation is considered service if it has 2 fundamental figures: (1) Intangibility of product, and (2) Regular communication with customers.
Service Quality
Gavvin (1984) defined that there are five methods to understand the quality Firstly, quality is transcendent; quality means “the best” For example: a 5-stars hotel is the best hotel compared with less-star hotels Secondly, quality fits design or specification; a service will make no mistake and fit what design and specification needs Thirdly, quality meets requirement of customers; service needs to meet demand and expectation of customers Fourthly, quality is better and faster: service quality means measurable characteristics such as pureness, the time of completing a service etc Fifthly, quality is lower expense According to TCVN 5814-1994, quality is a set implicit requirements In aspect of economy (doing business to achieve profit), any service enterprise also wants to exploit maximum ability to seek profit in present and future To reach this target, they need to have ability to provide customers with all service that customers are expecting at the moment and many times later Therefore, service quality is considered the distance between service expectation and customer awareness when using service
Issues arisen from service characteristics affecting service quality includes (1) Heterogeneous: Because customers are usually different (including a group of people who has the same age, sex and hobby), it is very difficult to standardize service provision exactly (2) Simultaneous: Because customers experience the whole process of manufacturing, many problems will be arisen Firstly, customer safety: in our daily life, at our home, there are always many dangerous factors Customers will have no plenty safety knowledge during the service process So identifying dangerousness to arrange and design working space, provision procedure, benefits… to ensure customer safety is the first cared matter of service provision basis Secondly, non pre-test: during the service, manufacturing and consuming happen simultaneously; hence, customers can not pre-test service provision quality and the service result is the interaction between service providers and customers Thirdly, difficulty to forecast: as analyzed above, the result of the service is interaction from both sides, so any changes from customers will lead to changes of processes and services; the changes even influences other customers Fourthly, Communication: for services such as consultant, training, health-care…, communication factor between service providers and customers plays a decisive role Service providers will ask their staffs to have professional skill and staffs also need to be well trained in communication, because in a service environment having high communication with customers, it is difficult to find a suitable communication model for every situation (3) Intangibility: In production area, from the start, customers can contact a tangible product specification (including feature, design, benefits, etc.,) But for service, customers cannot know
In some service industries, customers never know how much they paired for a service and the cost of the service they expected with its price list (4) Perishability: It creates many problems from both supply and demand sides of services; service providers must face two situations, one is demand exceeding supply: customers need to wait for a long time or go away disappointedly; such situation will not only reduce investment expense of service providers but also decrease service quality; two is supply exceeding demand; such situation wastes investment of service (5) Easy to copy: competitive advantage from service is difficult to maintain and last longer, because it doesn’t have patent protection
Service is a process including many phases Some factors influence customers within service quality evaluation including: (1) First impression such as material facilities, equipments, arrangement, surrounding environment, style and communication skill of staffs; (2) Direction boards, interior decoration and life convenient are really important in making first impression; (3) Advertisement enhances customer expectations that exceed performance ability of service providers Human factor plays a very important role in service, especially industries having high communication with customers Based on job allocation, there are some positions available from service provision department (1) Main position: staffs directly perform service provision (for example: in the driving-test center, they are theory training teacher, practice training teacher, computer technician), (2) Catalysis position: staffs process the job to make service provision more convenient and they also take part in the service (eg in the driving-test center, they are planning, accounting, filing staffs), (3) Supporting position: staffs ensure that service provision processes well, but they don’t participate in providing service (i.e in the driving-test center, they are staffs who maintain and manage equipment, materials etc.,) Nowadays, customer’s demand is more and more precise Quality requirement is also higher and higher Therefore, service providers need to be innovative to satisfy customer’s requirements; one of those innovations is to execute “customer service” The nature of customer service is to process service operation according to customers, especially targeted customers Because (1) Customers are blood of service providers; customer is the person who pays salary to all staffs or act9ivities of service organizations (2) Customers reach with requirement and expectations The task of the service providers is to satisfy those requirements and expectations (3) 96% again and each of them will tell other people about their un-satisfaction (4) It will cost more than 5 times effort and money to seek a new customer in comparison with an existing customer (Economic management department – Hanoi national university) As mentioned above, due to the nature and characteristics of the service, setting up evaluation method of service quality according to a common standard is very difficult to perform Depending on every field, every service industry studied, researchers issued some models of service quality evaluation as following: (1) According to Lehtimen & Lehtimen (1982), service quality is appreciated based on 2 sides: service provision process and service result (2) Meanwhile, Gronroos (1984) appreciates service quality based on 2 sides: technical quality (factors and contents of the service that customers receive) and functional quality (how is service provided?)
(3) According to Rust and Oliver (199$), service quality – service product (is customers’ result and feeling of the service) + service transference (is consuming process and events happening during that process) + service environment (is inside and outside environment)
Those models indicate comprehensive overview of service quality, but establish many general and qualitative concepts; it is very difficult to measure service quality According to Parasuraman & ctg (1988, 1991), service quality is the level of distinction between customer expectation of service and their feeling of achieved service Parasuraman & ctg (1985:44) advances 5 distinction models of service quality (Figure 2-2):
The 1 st distinction: The distinction between customer expectation of received service quality and service provider’s awareness of customer expectation This distinction is biggest because it expresses capacity of service provider in understanding customer requirement and expectation
The 2 nd distinction: The distinction in changing awareness of customer expectation into service quality specification
The 3 rd distinction: The distinction occurs when staffs don’t transfer service to
The 5 th distinction: The distinction between service quality customers expect and their feeling of achieved service quality
The smaller 5th distinction, the more perfect that service According to the model, 5th distinction depends on pre-distinctions Hence, to reduce 5th distinction, people need to try to decrease 1st, 2nd, 3rd, and 4th distinction
Figure 2-2 5-Gaps service quality model of Parasuraman, A., Zeithaml, V A., &
Customer’s feeling of perceived service
Service supplier’s awareness of customer’s expectation
With 5-distinctions model of service quality, Parasuraman and co-workers (1985,
1988, 1991) published SERVQUAL model of service quality SERVQUAL is used to measure customer feeling of service quality that they achieve via 5 main components of service qualify creation including (1) Reliability: the ability to perform the promised service accurately and obey issued criterions (2) Response: the willingness to provide service timely according to customer requirement (3) Assurance: the virtue of staffs to convey faith to customers: professional knowledge, communication skill
(4) Empathy: the provision of caring, individualized attention to customers (5) Tangibility: appearance of staffs, equipment used to perform service
This model includes 2 components; each component has 22-items First component defines customer expectation with the type of service that they need; interviewees indicate the level of their expectations for that service Second component is to define customer feeling for service performance The result of research is to find out the distinction between second component (the feeling of performed service quality) and first component (customer expectation) According to Servqual, service quality = The level of perception – The value of expectation
Figure 2-3 SERVQUAL Model (Parasuraman, zeithaml&Berry, 1998)
Perceived service quality quality, simultaneously, questionnaire list according to SERVPERF model is shorter more than half compared to SERVQUAL; it is not boring and doesn’t waste time Therefore, according to SERVPERF, service quality = The level of customer feeling.
Customer Satisfaction
There are many different opinions of satisfaction: (1) Satisfaction is customer’s reaction when their expectation is satisfied (Oliver, 1997) (2) Satisfaction is emotional response of customer replied with their experience for the service (Bachelet, 1995:81) (3) Philip Kotler (2003) thought that satisfaction is the level, impression state of a person from comparing the result of performed service with previous expectation According to Oliver (1985), theory “expectation-confirmation” includes 2 small processes that affect customer satisfaction independently: service expectation before buying and feeling the service after experience Applying this theory in service of driving-test center can make understanding that customer satisfaction is the process as following: firstly, customers take shape in their thought about expectation of factors that create service quality from the Center After that, via purchasing and using the service, customers will experience, feel factors that create service quality provided by the Center Later customers will compare what they receive after using the service and expectation before buying the service Customer satisfaction is the result of this comparison So there are 3 levels of satisfaction: if achieved level of customers is smaller than expectation, customers will not satisfy.; if achieved level of customer is equal to expectation, customers wil satisfy; if achieved level of customer is larger than expectation, customers will satisfy very much
Normally service suppliers often have consistent view of service quality with customer satisfaction However many studies show that service quality and customer satisfaction are two different concepts Satisfaction is a general concept that represents customer emotion when using the service; customer satisfaction is affected by a lot of factors such as service quality, product quality, price, personal factors and situational factors; whereas service quality only focuses on specific components of the service (Zeithalm & Bitner, 2000) In this research, the model of customer satisfaction measurement is established based on Hayes (1994) The model includes 8-items to observce, measure the level of general satisfaction that customers think about service quality in the Center.
Relationship between Service Quality and Customer Satisfaction
Service quality reflects service provision; satisfaction is only appreciated after using the service If service quality is improved but doesn’t meet customer demand, they will never satisfy that service While using the service, customers realize that the service has high quality, they will satisfy that service On the contrary, if customers indicate that it is the service with low quality, they are sure not to satisfy
Figure 2-4 Customer Perception Model of Quality and Satisfaction
(Source: Zeithaml&Bitner (2000), Service Marketing, MacGraW-Hill)
Via this model, customer perception of service quality is concentrated on specific components including reliability, responsiveness, assurance, empathy and tangibility Meanwhile, customer satisfaction is affected by factors: service quality, product quality, price, personal factors, and situational factors Thus, service quality is one of reasons that lead to customer satisfaction Service quality and customer satisfaction are related to each other
Research Methodology
Research Framework and Hypotheses
Research framework is presented in Figure 3-1 below illustrates the relationship between service quality and customer satisfaction at The driving test center, together with, the degree of customer satisfaction measured through the components that make service quality of center
Figure 3-1 Research Framework There are five hypotheses developed as followings:
Reliability has positive effects to the customer satisfaction of center
Response has positive effects to customer satisfaction of center
Assurance has positive effects to customer satisfaction of center
Empathy has positive effects to customer satisfaction of center
Tangibility has positive effects to customer satisfaction of center
Customer satisfaction about the service of Center
Research Process
The process begins with (1) Develop a preliminary scale (preliminary questionnaire) service quality and customer satisfaction at the driving test center, the construction for preliminary scale is done in three steps: On the basis of the contents of operation of the driving test center, service quality, customer satisfaction, the relationship between service quality and customer satisfaction, the scale Servperf at previous chapter, together with reference to the questionnaire in the previous research, the author drafts a preliminary questionnaire; then, send a draft preliminary questionnaire to experts for comments , then complete a preliminary questionnaire (2) Building official scale (official investigative questionaire), be done in 4 steps: doing sample survey with form of 32 people, data collected is used to analyze the reliability of the group of questions and total of customer satisfaction in the preliminary questionnaire and finally, completed official questionnaire survey (3) Collecting variable datas of scale through official questionnaire survey, (4) Data analysis: Describing analysis and Evaluation questionnaire, linear correlation analysis, linear regression analysis to test the model and hypotheses Based on the result of data analysis and together with analysis of opinions of a number of subjects investigated, summarize and discuss hypotheses (5) Conclusions and recommendations: new findings, the application of research subjects
Figure 3-2 Presents the Steps of the Research Process
Present Reliability and others Adjustment of questionnaire survey
Adjustment preliminary questionnaire survey Opinions of experts
Draft the preliminary questionnaire survey
Analysis of comments of subject to survey
Summarize and discuss the results of testing hypotheses
Subjects of Survey
The subjects in this research is the professional management staff, testers, teachers of driving center, the contestant and students learn to drive (1) Professional management staff, testers: these are who implement the examination of driving test, so they know all about infrastructure, facilities, people and all activities of the Centre, it is important that they have conditions to compare with each center, estimates the categories of the center compared to the standard rules (2) Teachers of driving center: these are people who are always present in Center when students needs their training and have examination, although they have no overarching vision of the professional managers, testers, but they are very deep understanding of the working process of the center, about the status of each employee of the center, technical condition of each vehicle (3) The contestant and students learn to drive: these are people, who have time to know least about Center than 2 subjects above, but this is the main client of the center Their opinions, while not deep, comprehensive as the two objects, but they are very rich, diverse, more emotion, showing a true satisfaction or your disappointment with the service provision of Center.
The Survey Instrument - Questionnaire
Questionnaire with 5 steps Likert scale used to collect survey data from subjects of topic Questions developed base on reference material mentioned in Chapter 2, on a scale of SERVPERF (Attachment 3.1) and theorapy of customer satisfaction, along with referring to questionnaire research about service quality of S- fone mobile network of Le Thi Hong Van (2008), questionnaire assessing the quality of mobile telecommunications services in the area of Da Nang City of Nguyễn Thị Phương Linh (30K12 class ) Next, questionnaire is corrected by direct interview, opinions of teachers will be full of emotions, expectations, the wishes of a contestant, a customer when come to the center The experts will evaluate the accuracy of the survey questionnaire as well as structure and form of presentation of the questionnaire
(Attachment 3.2 The sum of experts’ opinion)
No Full name Year of birth
01 Ron Chuen Yeh Ph.D Economics MeiHo Unversity
02 Kua Hung Tseng Ph.D Economics MeiHo Unversity
03 Nguyễn Minh Tuấn Associate Professor
Ph.D Economics HCM University of Industry
04 Nguyễn Quang Vinh PhD candidate HCM University of Industry
05 Phan Minh Tuấn Master of Economics Aviation
Academy and Hung Vuong University
06 Trần Bích Vân 1971 Ph.D Economics HCM Economics
07 Võ Thị Hoài Hương 1978 Master of Economics HCM Economics
08 Trần Văn Kiều Master of Economics HCM Economics
The content in section 3.4.1 is the theoretical basis for the development of questions, are summarized in Table 3-2 The questionnaire consists of two main parts
Part 1 of the questionnaire included 35 questions of survey research is divided into six main groups: (1) Reliability (1-8); (2) Response (9-14); (3) Assurance (15-18); (4)
Empathy (19-22); (5) Tangibility (23-27); and (6) Satisfaction of customer (28-35) In addition, questionnaire also has a part that requires subjects of survey evaluate the importance of the factors that constitute service quality of driving test center in scale from 1 to 5
Table 3-2 Summary of Sources for Questionnaire Development
-Questionnaire research about service quality of S-fone mobile network of
- Questionnaire assessing the quality of mobile telecommunications services in the area of Da Nang City of Nguyễn Thị Phương Linh (30K12 class)
- Opinion adjustment of Master Phan Minh Tuấn
- Opinion adjustment of Master Trần Văn Kiều
- Driving test center always comply what they committed to you
- Informations about hiring car, computer for training, examination and other necessary information is marked clearly and detaily
- Center well implement to ensure your safe, security and order in Center
- The Center's cars are working fine, safe, and suitable for training and examination
- Automatic scoring equipment in training and examinations are always accurate, stable
- Computer used for theorecital exam works fine, accuracy, stability
- Sound system, lighting, air conditioning works well
- There is a complete living facilities for the time you wait for training and examinations at the Center
-Questionnaire of Lê thị hồng Vân (2008),
- Questionnaire of Nguyễn Thị Phương Linh (30K12 class )
- Opinion adjustment of Associate Professor Ph.D Nguyễn Minh Tuấn
- Center serves continuously from 6 a.m to 22 p.m, 7days in week
- Staffs, teachers of Driving test center always present, ready to serve you
- You easily register for driving car, reviewing on computer at Center
-You spend less time waiting for your turn to drive car , and review on computer
- Driving test center ready to resolve, meet own need of each customer (select teachers, choose time, select the date, select car to exercise)
- The administration, paperwork is simple, flexible
- Questionnaire of Lê thị hồng Vân (2008),
- Questionnaire of Nguyễn Thị Phương Linh ( 30K12 class)
- Opinion adjustment of Associate Professor Ph.D
- Staffs, teachers of Driving test center will instruct you hearted, easy to understand, implement
- Staffs, teachers of Driving test center are always happy to answer your questions
- You feel confident, and be ready to take exam after training with teacher of Driving test center.
- Staffs, teachers of Driving test Center are
Nguyễn Thị Phương Linh ( 30K12 class)
- Opinion adjustment of Associate Professor Ph.D Nguyễn Minh Tuấn
- Opinion adjustment of Ph.D Trần Bích Vân weak, not fully understood
- Teachers of Driving test center always advise you what you need to learn and get good results.
- Teachers of Driving test center always share your feelings after training and examination
- Questionnaire of Lê thị hồng Vân (2008),
- Questionnaire of Nguyễn Thị Phương Linh ( 30K12 class)
- Opinion adjustment of Associate Professor Ph.D Nguyễn Minh Tuấn
- Opinion adjustment of Ph.D Trần Bích Vân
- Opinion adjustment of Master Võ Thị Hoài Hương
- Driving test center is spacious, clean, airy and comfortable
- The areas of the center are arranged logically, for your convenience
- Staffs, teachers of Dring test center have neat and polite custom
- Center’ cars are new and beautiful
- Machinary and equipment are modern
- Questionnaire of Lê thị hồng Vân (2008),
- Additional comments of Ph.D Trần Bích Vân
- Additional comments of Associate Professor - Ph.D Nguyễn Minh Tuấn
- In general, you are completely satisfied with the service style of center’s staff
- In general, you are completely satisfied with the status of teachers of the Center
- In general, you are completely satisfied with the quality guidelines of the Center’s teacher
- In general, you are completely satisfied with the process, paperwork of Center
- In general, you are completely satisfied with the service of center provides fast, on time; customers do not have to wait long
- In general, you are completely satisfied with the quality of cars, technical equipment of the Center
- In general, you are completely satisfied with the environment, landscape and facilities of the Center
- In general, you are completely satisfied with the quality service of the center (questions 28-
After having comment of experts, the question items were edited and supplemented, the preliminary questionnaire was form (Attachment 3.3) The preliminary questionnaire was released for preliminary survey from 29/10 until and some contestants, students learn to drive There are 32 questionnaires collected that meet requirement analysis of PILOT TEST, 82% proportion of total given questionnaire is 39 tables There are 07 tables rejected due to many empty cells, mainly at the last page This is the fault of the author, by designing the questionnaire have a large space for recording comments, before go to last page, and this error has been corrected in the official questionnaire survey
Entire response data of 32 questionnaires were processed with SPSS 12.0 for measuring the reliability of satisfaction in the questionnaire and reaseonableness of question item with each research group, the value of Cronbach’s Alpha is calculated for each question group and overall satisfaction (Attachment 3.4) Results obtained after treating (Table 3.3) is the value of high Cronbach's Alpha (greater than 0.7) correspond to high reliability and is accepted in scientific research (Hair, Babin, Money & Samouel, 2003)
Table 3-3 Summary of Results of Reliability Evaluation of Questionnaire (Reliability)
Quantity of question Cronbach's Alpha Conclusion
Therefor, through the result of reliability evaluation, each question group and overall satisfaction levels have Cronbach's Alpha values greater than 0.7, we can , so we can build a official questionnaire survey base on the basis of retains the structure, content and number of questions in the scale of the components that make up service quality, scale measure level of customer satisfaction
3.4.2 Official questionnaire importance of factors that make up service quality of Driving test center, have scatter result Additionally, the reliability ananysis was also made by the researcher
In conclusion, the official questionnair includes 3 main parts Part 1: research information; including 35 questions of main survey research is divided into 6 main groups: (1) Reliability (1-8); Response (9-14); (3) Assurance (15-18); (4) Empathy (19-22); (5) Tangibility (23-27); and (6) Satisfaction of customer (28-35) Part 2: Personal information; including 5 questions that related to some personal informations including gender, age, subject to survey, education and monthly income Part 3 is the opinions of the subject investigation Thus, the official questionnaire survey was completed (Attachment 3.5), research steps to the next stage that is to conduct formal survey
Now, There are eight driving schools to transfer students to review and take examination at the Center, along with the number of students trained by the Center itself from August 2010 up to now, can be determined: an average about 20,000 students to practice and make examination at the center in the first year With the number of students above, according Krejcie & Morgan (1970), we can determine the size of sample is 377 people (Appendix 3.6)
To carry out the survey, the author has used six employees divided into three groups, and the person who will daily deliver and recover survey sample at the Driving test center for 3 groups of subjects is tester, teacher and the student's own center, along with candidates directly come to review and take examination Plan for implementing survey is expected from 11/11 to 17/11/2010, but because there are many subjects refuse to participate in the survey, so it must be extended to 25/11/2010, to collect enough 377 valid replies
Described analysis methods used for: analyzing and describing briefly general datas on the demographics of the survey subjects (sex and the object of investigation, and standard deviation Continuing, the value of variables observed in the questionnaire survey was also analyzed in frequency responses, to determine the mean and Std Deviation of mind to answer for each question Finally is evaluation questionnaire, used as basic for subsequent analysis, all answer data of 377 questionnaires that measured reliability and reasonability of each question in each question research group
The next of analysis methods of statistical probability is correlation and single linear regression that is used to test the hypothesis stated Data in the group of factors that make service quality were analyzed as data of the independent variables; Data in the group of measuring customer satisfaction analyzed as data of the dependent variables In addition, the comments of a number of investigated subjects were also analyzed by subgroups: (1) Very satisfied with service quality of driving test center,
(2) Somewhat satisfied with service quality of driving test center, because there are some factors need to be adjusted and supplemented, (3) Not satisfied a number of factors on service quality of driving test center
4.1.1 Basic informations about investigated subjects
The number of questionnaires gathered that satisfied the analysis requirement were 377 questionnaires which was equal to 93.3% of 404 of the total number of questionnaires delivered There are 27 tables were excluded due to many empty cells
In 377 valid replies, there are 29 tables showing opinions of the subjects surveyed Table 4-1 shows data and result of analysis describing informations about gender and component of subjects of survey Table 4-2 shows data and result of analysis describing informations about age, education and income of subject
Table 4-1 Result of Analysis Describing Informations about Gender and Component
Table 4-1 shows that in total of 377 people, there are 287 people are male, accounted for 76,1%; there are 90 female, accounted for 23.9% Ratio of component subjects to survey of 377 people is: 44 teachers, accounted for 11,7%; 46 staffs, accounted for 12,2%; 287 students, accounted for 76,1%
Table 4-2 Result of Analysis Describing Informations about Age, Education and
People Minimum Maximum Average Standard
Table 4-2 shows that the average age of 377 persons from 25 to 40 years (mean 2.1114) The average education level is secondary - college (mean = 2.2122) The average income of the majority of survey is under 10 millions (mean = 1.7162)
4.1.2 Value of variables observed in questionnaire survey
Single Linear Regression Analysis
Through analysis of linear relations, we can that see all variables have interactive relation , this allows us to continue to do the method of single linear regression analysis, to test hypotheses H1, H2, H3, H4, H5
4.4.1 Testing hypothesis H1: Reliability has positive effect on customer satisfaction of the Center
Method of single linear regression analysis is used to test hypotheses H1: Reliability has positive effect on customer satisfaction of the Center Results of single linear regression analysis, is shown in the tables 4-6, 4-7, 4-8
Model R R Square Adjusted R Square Std Error of the Estimate
Total 120.158 376 a Predictors: (Constant), TC b Dependent Variable: HL
(Table 4-7) Table 4-8 indicates the slope β = 0.908, y-axis is cut off at α = 0.432, we have linear regression equation is:
Linear regression equation shows us the Reliability has positive effect on customer satisfaction of the Center, when Reliability increases or reduces one unit, the satisfaction of customer also increases or decreases 0.908 units
4.4.2 Testing hypothesis H2: Response has positive influence on satisfaction of customer of Center
Method of single linear regression analysis is used to test hypothesis H2: Response has positive influence on satisfaction of customer of Center Results of single linear regression analysis, is shown in the tables 4-9, 4-10, 4-11
Model R R Square Adjusted R Square Std Error of the Estimate
Total 120.158 376 a Predictors: (Constant), DU b Dependent Variable: HL
Adjusted R Square value = 587 indicates that 58.7% fluctuation of Satisfaction variable is explained due to affect from Response variable (Table 4-9) Analysis results show that hypothesis is acceptable, the value F (1, 375) = 534,826, p