When it comes to Internet and television services, which network do you think of?
40
35.3
35
33.3
30
25
20
15
10
5
0
VNPT Network
FPT Network
Viettel Network
Other
Assessing customer access and recognition of VNPT services
30 | |||||
1.3 | |||||
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Chart 2.2. Customer awareness of VNPT brand
(Source: Survey data 2020)
shirt
festival
Uu
VNPT brand awareness in the market is higher than that of its current competitors Viettel and FPT. However, the small percentage difference proves that the level of competition is quite large when the business competitors are growing stronger and stronger.
How do you receive service from TTKDVNPTTTH?
Advertising
Social Network
Acquaintance introduction
Other media channels
1.3
14.7
54.7
29.3
Chart 2.3. Media popularity of VNPT TTKD Hue
(Source: Survey data 2020)
54.67% of customers access VNPT TT Hue's services through referrals from acquaintances, proving that loyal customers feel that the quality of VNPT TT Hue's services is good and recommend them to their relatives. Customers who know about VNPT TT Hue's services through social networks account for 29.33% and those who access through advertising account for 14.67% of customers, the rest access through other media channels (1.33%).
Why did you choose internet - television service of VNPT TT Hue?
70
60
57.3
50
40
30
27.3
20
15.3
10
0
Package price
Quality service Attractive products
Figure 2.4. Brand choice factors
(Source: Survey data 2020)
The majority of TTKD VNPT TT Hue customers choose the product because of service quality over other factors, accounting for 57.33%, 27.33% of customers choose because of package price and the rest choose because of attractive products and many incentives.
How long have you used the Internet - television service of TTKD VNPT TT Hue?
12
14
31.3
Under 1 year
From 1 - under 2 years
From 2 - under 5 years From 5 years and above
42.7
Chart 2.5. Time customers use Internet - television services
(Source: Survey data 2020)
In 150 survey samples, the number of customers using the service for over 5 years is the smallest (12.00%), the largest is from 1 to under 2 years. Because the Home Combo service package is a new product package recently launched, this is a new customer group and is attracted by the Home Combo service package. In particular, the Home Peak package recently launched may be in the group of customers using the service for less than 1 year, accounting for 14%, and the rest are households that may have used Internet - television services before but then switched to using the Home Combo service package.
2.2.5.2. Cronbach alpha reliability coefficient test
Table 2.11: Reliability coefficient test for factors of Marketing mix policy
Factor
Cronbach's Alpha | |
Product policy | ,860 |
Pricing policy | ,728 |
Distribution policy | ,678 |
Promotion policy | ,834 |
Human resource policy | ,772 |
Process policy | ,809 |
Facilities policy | ,858 |
(Source: Survey data 2020)
The scale has Cronbach's alpha coefficients of all factors greater than 0.6 and the total correlation of the component variables is greater than 0.3, meeting the requirements. The Cronbach's alpha coefficient if the component variables are removed is smaller than the current Cronbach's alpha coefficient. Therefore, the measurement variables in the scale are all reliable and are used in the next analysis.
2.2.5.3. Product policy assessment
Target
Rating Level
Standard deviation
Table 2.12: Customer reviews of product policy
medium | ||
Good and stable transmission signal | 4.06 | 1,160 |
New features are constantly being added | 3.70 | ,877 |
Quality matches product price | 3.85 | ,988 |
Guaranteed broadcasting equipment | 4.03 | ,798 |
Consistent quality between Internet and television | 3.91 | 1,074 |
(Source: Survey data 2020)
Through analysis, it shows that customers' evaluation is generally not satisfied with 5 factors of this factor group.
The factor “Good and stable transmission signal” is rated highest in the product policy group, with an average rating of 4.06 - higher than the level of agreement, proving that the transmission signal of VNPT TT Hue is good and makes customers satisfied.
“Ensured broadcasting equipment” was rated second highest and also above agree, indicating that the problem is not with the broadcasting equipment the business provides to customers and that the additional products are quite good quality service add-ons.
Next is the factor "Consistent quality between Internet - television" with an average customer rating of 3.91, which has not reached the level of agreement but is close to the threshold of agreement. Sometimes there may be problems with one of the two services, Internet or television, for this reason, customers feel not very satisfied with the products of TTKD VNPT TT Hue.
Besides, the company also does not regularly add new features to the
The product should be rated on the factor “New features are constantly added”
very high, the lowest among the factors belonging to the product factor with an average rating of 3.7. Regarding this, because VNPT is a technology company, it constantly releases new products to meet the market, so the following products may have many outstanding features and better meet customer needs, so the company does not often add new features to current products.
“Quality consistent with product price” is rated 3.85, not too low but not too high either, showing that besides satisfaction factors, customers also have dissatisfaction issues with the Home Combo service package of TTKD VNPT TT Hue.
After analyzing customer reviews of the Home Combo service package of TTKD VNPT TT Hue, it proves that the company focuses on product quality and transmission signal because the transmission line is the most important when referring to a telecommunications service that is being done very well, worthy of the slogan "VNPT - real life".
On the other hand, the company should add new features for customers if it feels necessary and appropriate. Then, the quality between Internet and television services is quite important to not interrupt customers' entertainment time, TTKD VNPT TT Hue is doing quite well on this issue, however, it needs to try harder to make the quality between Internet and television more even, meeting customers' needs.
The standard deviation value is small, with only 2 factors above 1, showing that respondents' answer numbers do not differ much.
2.2.5.4. Evaluation of pricing policy
Target
Rating Level
Standard deviation
Table 2.13: Customer evaluation of pricing policy
medium | ||
Price is suitable for product quality | 3.89 | 1,138 |
Package price to suit your needs | 3.80 | ,990 |
Stable package price | 4.13 | ,857 |
Do you feel the package is competitively priced? | 3.59 | ,778 |
(Source: Survey data 2020)
Through the table, the factor “Stable package price” shows that the level of price change is rarely sudden and annoying to customers. This factor has the highest customer agreement in the group of factors with an average rating of 4.13/5. In accordance with the company's pricing policy, prices are listed and announced clearly so that customers can have more information as well as the basis to choose the package that suits their needs.
Although the factor “You feel the package is competitively priced” has the lowest average rating, which shows that the company’s fees may be higher than those of its competitors, the two factors “The package price is suitable for your needs” and “The price is suitable for the product quality” are rated relatively high, so the price may be high compared to competitors, but the quality of the TTKD package that VNPT TT Hue brings to customers is worth the price.
This shows that the price offered by TTKD VNPT TT Hue is completely suitable for customers' needs, however, there are still some parts that are not very satisfied with the current price. Maybe because customers' views are not objective when comparing different products between networks, so customers feel that the price is not very competitive compared to competitors. The company should promote and explain more clearly about the prices, as well as talk more clearly about the core benefits and additional benefits for customers so that customers can better understand the products as well as the prices of the new products so that customers have more choices.
The fees are offered to suit each customer and are highly appreciated by customers. Through customer reviews, the company can partly grasp what customers want so that it can have a more appropriate plan and strategy to meet them.
The standard deviation value is small, only 1 factor is above 1 and the rest are below 1, showing that the response is
The answer numbers are not much different.
2.2.5.5. Evaluation of distribution policy
Target
Rating Level
Standard deviation
medium
Diverse service distribution network (intersection points)
translation, customer care,...)
You can easily find many communication channels, providing Home Combo service packages.
How to communicate quickly and effectively in the
distribution channel
Distribution channels that meet your needs
Table 2.14: Customer evaluation of distribution policy
,768 | |
3.99 | ,742 |
3.94 | ,796 |
4.03 | ,741 |
(Source: Survey data 2020)
The analysis results from the table show that customers rate the company's distribution policy quite highly and more similarly than the two product policies and price policies. In particular, all three factors "Diverse service distribution network (transaction points, customer care, ...)", "Diverse service distribution network (transaction points, customer care, ...)", "Distribution channel meets your needs" are all rated higher than the level of agreement by customers, meaning that customers are satisfied with the company's distribution network and the distribution network meets the needs of customers, the company should continue to promote.
The company has a very clear distribution policy on distribution channels, spread across the area to meet customer needs. Because the Home Combo service package is a new service package, it is widely distributed in the city, possibly in rural areas as well as remote areas that have not been covered yet, so the factor "You can easily find many communication channels, providing the Home Combo service package" is rated below the level of agreement by customers. The company should introduce policies to distribute more widely so that customers can easily find the supply channels and not miss out on many attractive options.
“You can easily find many communication channels, providing Home Combo service packages” is also rated quite highly, almost equal to the 3 factors mentioned above. And the remaining factor is also rated 3.94/5.
The standard deviation values are small, all factors are below 1, indicating that respondents answered the questions
The number of answers does not differ much.
2.2.5.6. Evaluation of promotion policy
Target
Rating Level
medium
Deviation
standard
Advertisement for popular Home Combo service package on
3.55
,909
Table 2.15: Customer evaluation of promotion policy
Attractive and appealing promotions | 3.61 | ,827 |
Regular promotions on product packages | 3.46 | ,872 |
Diverse and interesting advertising formats | 3.49 | ,833 |
(Source: Survey data 2020)
The factors of the promotion factor group are all rated low - below the level of agreement. The lowest factor is "Regular promotions for product packages" with an average rating of 3.46, which can be said to be very low. Maybe because the promotional benefits of the package are already very good, the company does not have regular promotions for the Home Combo service package, so customers feel that the purchase promotions are not many, but in fact, the Home Combo service packages have integrated many promotions for customers.
The remaining factors are “Advertising about the Home Combo service package is popular in the media”, “Diverse and interesting advertising forms” are rated at 3.55 and 3.49 respectively. These factors are not agreed by customers, it can be said that the marketing policy of VNPT TT Hue has a problem here. Because customers do not fully understand the promotions and incentives that VNPT TT Hue offers, these factors are not highly rated.
It can be seen in the analysis table of the results above that in general, most customers do not rate the company's promotion and advertising policies very highly. "Promotional programs