Figure 3-1: Research process
Quantitative research (N=250)
Assessing the reliability of scales
Inappropriate type of observed variable
Scale
main
Cronbach's alpha
Check the extracted factors
Check the extracted variance
Factor analysis
Adjust
Perfect scale
adjust
Testing the model's suitability Assessing the importance of factors
Regression analysis
linear multiple
Group discussion
Scale
draft
Theoretical basis
Source: Based on the research process of Nguyen Dinh Tho and Nguyen Thi Mai Trang (2002), Research on the components of brand value and measuring them in the Vietnamese consumer goods market, B2002-22-33, Ho Chi Minh City University of Economics, page 22.
3.3. Building a scale
A scale is a tool used to assign (encode) units of analysis according to the manifestations of variables. Nowadays, with the use of computers, coding is often done using numbers. There are four types of scales used in market research, which are (1) nominal scale, (2) ordinal scale, (3) interval scale, and (4) ratio scale.
In the scope of this research, the scale is built based on the theory of scale construction and customer satisfaction, and at the same time referring to the scales that have been developed in the world such as SERQUAL (Zeithaml and Bitner, 1996), sample studies on service quality and customer satisfaction (Parasuraman, 1991). They are adjusted and supplemented to suit the research purpose.
As presented in Chapter 2, there are a total of 7 concepts to study, which are:
(1) MPCST quality
(2) MPCST price
(3) MPCST type
(4) Service attitude
(5) Distribution channel
(6) Payment method
(7) Promotional Program
However, the main purpose of this study is mainly focused on measuring the factors affecting customer satisfaction when purchasing MPCST at Hair salon. This means that exploring customer satisfaction and desires here is measured directly through customer perceptions of the 7 concepts mentioned above. Specifically, the measurement scales are presented below:
3.3.1. Scale of customer perception of quality factors
Customer perception of product quality, denoted by V. Usually, the sensory measurement scales are in general form (Yoo et al. 2000; Dodds 1999). However, according to qualitative research results, the quality factors of cosmetic products that customers are interested in revolve around the origin, product certification, information on packaging, scent, and expiration date.
Therefore, the scale of customer perception of HMPCST quality includes 5 observed variables representing the characteristics that customers are interested in regarding HMPCST quality. We use V1 to V01 to denote the above 5 variables. These observed variables are measured on a 5-level Likert scale.
Table 3-3: HMPCST quality perception scale
Variable symbol
Questions about observed variables | |
V1 | Clear origin |
V2 | Certificate of quality |
V3 | Full information on packaging |
V4 | Quality is always stable |
V01 | Overall, I am completely satisfied with the quality. HMPCST |
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3.3.2. Scale of customer perception of price appropriateness
The customer's perceived level of price appropriateness HMPCST is denoted as
G. Through qualitative research results, it is shown that when it comes to the suitability of the price of HMPCST offered directly at Hair salons, there is often a correlation between price and quality, between price and income, and the distribution of HMPCST directly at Hair salons incurs higher costs than traditional distribution channels such as markets, cosmetic stores, and supermarkets.
From the results collected in the exploratory research (qualitative), the author has a scale to measure the level of customer perception of the suitability of HMPCST prices, including 5 observed variables, denoted from G1 to G01 (see Table 3-4). These observed variables are also measured using the 5-level Linkert scale.
Table 3-4: HMPCST Price Perception Scale
Variable symbol
Questions about observed variables | |
G1 | Price matches quality |
G2 | Price to revenue |
G3 | Price is associated with brand |
G4 | The price at Hair salon channel is not higher than other channels. |
G01 | Overall, I am completely satisfied with the price of HMPCST. |
3.3.3. Scale of customer perception of variety of HMPCST products
The level of perception of the diversity of HMPCST products is denoted as S. Through group discussions, the owners of Hair salons in Ho Chi Minh City believe that the product range must have all the types needed to use, from hair care and styling products to technical products (curling, dyeing, straightening), or the constant renewal of products, the appearance of product lines with new features. Therefore, the scale measuring the level of perception of the diversity of product ranges includes 5 observation variables describing the above conditions, denoted from S1 to S01 (see Table 3-5) and these variables are also measured using the 5-level Linkert scale.
Table 3-5: Scale of perception level of HMPCST species
Variable symbol
Questions about observed variables | |
S1 | Meet all the items needed |
S2 | Regularly adding new products |
S3 | Products with new features |
S4 | The product has many new designs. |
S01 | Overall, I am completely satisfied with the HMPCST product line. |
3.3.4. Scale of customer perception of service attitude
The level of customer perception of the service attitude of Hair salon sales staff (sales staff, delivery staff, cashiers, etc.) is denoted as A. Customers perceive the sales service attitude of staff through the mixed form of two important measurement directions in the SERQUAL scale: responsiveness and empathy. From the results of qualitative research, the author draws a scale to measure the level of perception of service attitude including 5 observed variables denoted from A1 to A01 (see Table 3-6), which are measured by the 5-level Linkert scale.
Table 3-6: Scale of service attitude perception level
Variable symbol
Questions about observed variables | |
A1 | Staff are always ready to serve |
A2 | Friendly sales staff |
A3 | Trusted Salesperson |
A4 | Staff always answer any questions that arise |
A01 | Overall, I am completely satisfied with the service attitude. |
3.3.5. Scale of customer perception of distribution channel
The level of perception of the sales distribution channel at Hair salon is denoted as C. Through the group discussion technique, customers expressed their interest in the convenience of buying HMPCST at Hair salon, timely delivery when requested. Therefore, the author draws a measurement scale of distribution channel perception including 5 observed variables denoted from C1 to C01 (see Table 3-7), they are measured by a 5-level Linkert scale.
Table 3-7: Scale of perception level about distribution channel
Variable symbol
Questions about observed variables | |
C1 | More convenient when shopping at Hair salon |
C2 | On time delivery |
C3 | Delivery is always exactly as ordered |
C4 | Delivery anytime on demand |
C01 | Overall, you are completely satisfied with the Hair sales channel. salon |
3.3.6. Scale of customer perception of payment method
The scale of customer perception of payment method is denoted as P. Through group discussion, it shows that currently the payment method that manufacturers do business with Hair salons is deferred payment is very popular and is of great interest to Hair salons, they will buy more when paid late, at the same time through group discussion, the issue of determining payment time is of great interest to customers. The final result is that the author draws 04 observed variables denoted from P1 to P01 (please see Table 3-8), they are also measured by the 5-level Linkert scale.
Table 3-8: Scale of perception of payment method
Variable symbol
Questions about observed variables | |
P1 | More profitable when paid late |
P2 | Suitable payment time |
P3 | Buy more when paid late |
P01 | Overall, I am completely satisfied with the payment method. maths |
3.3.7. Scale for measuring the perceived attractiveness of the promotion program
The level of perceived attractiveness of the promotion program is denoted as K. This scale is basically based on the scale measuring attitudes towards promotions in the research topic on brands in Vietnam by Nguyen Dinh Tho (Nguyen Dinh Tho and Nguyen Thi Mai Trang, 2002) and has been adjusted to fit the framework of this topic. At the same time, referring to the results of group discussions, 4 observed variables, denoted from K1 to K01 (see Table 3-9). These variables are also measured using the 5-level Linkert scale.
Table 3-9: Scale of perception of the promotion program
Variable symbol
Questions about observed variables | |
K1 | Very attractive promotion program |
K2 | Regular promotions |
K3 | Always keep an eye out for promotions |
K01 | Overall, are you satisfied with the promotions? |
3.4. Summary
In this chapter 3, the research method used in the project is presented to build and evaluate the scales and theoretical models of factors affecting customer satisfaction of hair salon owners in Ho Chi Minh City. The research method is carried out in two steps: exploratory research (qualitative) and formal research (quantitative).
Exploratory research uses qualitative research methods through group discussion techniques. The purpose of this research step is to determine the factors affecting customer satisfaction when purchasing MPCST, the scales to measure research concepts are also built to serve the official research. The official research uses quantitative research methods through direct interview techniques with customers who are Hair salon owners with a sample size of n = 250. The next chapter will present the method of information analysis using SPSS 11.5 for Windows software and the research results.
Chapter 4
DATA ANALYSIS AND RESULTS EVALUATION
4.1. Introduction
In Chapter 3, the research methodology of the topic was presented. Next, in Chapter 4, the author would like to present the evaluation results, at the same time complete the scales and the results of testing the theoretical model as well as the proposed hypotheses. In addition, some descriptive analyses of the research sample and the quantitative results of the scales are also presented.
Chapter 4 is made up of the following main parts: research sample information, assessment of scale reliability and factor analysis, testing of theoretical model, analysis of the importance of factors affecting customer satisfaction when purchasing HMPCST at Hair salon, and finally analysis and assessment of the differences between the investigated customer groups through factors affecting satisfaction.
SPSS 11.5 for Windows statistical software is used as a main tool to perform the analyses in Chapter 4.
4.2. Research sample information Gender
Through the results of gender statistics of the research sample, the author found that the proportion of male Hair salon owners is slightly less than that of female. Specifically, out of 250 customers interviewed, there were 113 male and 137 female. This is shown in Table 4-1 and Figure 4-1.
(Please see Table 4-1 and Figure 4-1 on the next page)