Factors Affecting Customer Satisfaction With Mai Linh Taxi Service In Da Nang City.

2.4.1.2. Factors affecting customer satisfaction with Mai Linh taxi service in Da Nang city.

a) Price:

According to customer reviews during the pilot survey, Mai Linh Central Joint Stock Company's service prices are currently higher than other companies. Compared to Vinasun taxi, Mai Linh taxi prices are about 400 VND higher for the next km up to km 30 and km 31 and above. For Tien Sa taxi, Mai Linh taxi offers much higher prices, from 1,000 VND to 1,100 VND for different km segments. Below is a comparison table of Mai Linh taxi prices compared to other taxi companies in Da Nang city.

Table 2.5. Comparison table of Mai Linh taxi prices with other taxi companies in Da Nang city.

Price

Mai Linh Taxi	Vinasun Taxi	Tien Sa Taxi
8 seater car	Opening price head	10000/0.7km	10000/0.7km	9000/0.7km
	Next km to km 30	14000/km	14000/km	13000/km
	Price km 31 and up go up	12000/km	11600/km	11000/km
5 seater car	Opening price head	9000/0.7km	9000/0.7km	8000/0.7km
	Next km to km 30	13000/km	13000/km	11000/km
	Price km 31 and up go up	10000/km	96000/km	9000/km

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The company has not yet had preferential policies for those who use Mai Linh taxi service regularly and those who travel many kilometers. Meanwhile, Vinasun taxi has offered discounts for customers who travel many kilometers and this has increased customer satisfaction with Vinasun taxi service. Below is the discount table for Vinasun taxi service.

Table 2.6. Discount rates for Vinasun taxi services.

STT

Monthly revenue (VND)	Discount rate(%)
1	Under 1,000,000	0
2	From 1,000,000 to 2,999,999	3
3	From 3,000,000 to 4,999,999	4
4	From 5,000,000 to 9,999,999	5
5	From 10,000,000 to 14,999,999	6
6	From 15,000,000 to 19,999,999	7

b) Service quality

The service quality of Mai Linh Central Company has not yet reached the best level. Currently, customers are still not satisfied with some of the quality of Mai Linh taxi services for some reasons:

+ There is still noise when the vehicle is running (the sound of the vehicle, the sound of other devices, including the walkie-talkie).

+ The Radio Cassett system does not work well, the sound is not clear, there are few music genres to meet customer needs.

+ Mai Linh Company still uses old vehicles that do not meet technical standards. The temperature in the vehicle is not suitable, there is a bad smell from the air conditioner.

+ During the rainy season, the car floor is often wet and dirty due to passengers getting on and off a lot.

+ The operator has not yet received information quickly and accurately (recorded the requested customer location quickly and accurately)

+ The driver is the person who directly contacts and directly persuades the customer during the service provision process. However, during the service provision process, there are some complaints from customers that the driver has not met the customer's requirements: still letting the customer open the door themselves, the English communication is still not high, causing difficulties in the transportation and payment process...

+ The number of Mai Linh taxis is still low on many routes.

c) Facilities

The quality of the vehicles depends on whether the vehicle the business is using is modern or outdated. New and modern vehicles are almost always better than outdated vehicles, because they are improved over old vehicles. When the quality of the vehicle is good,

Service quality is also good because it is a factor that makes up service quality. Mai Linh Company constantly upgrades taxi models and liquidates old models. According to customer reviews, customers are currently satisfied with the facilities at an average level. Mai Linh taxis still use old models that do not meet technical standards, some cars are scratched, make noises (squeaking) when driving, or when customers request to turn on music, the RadioCassette system is damaged and cannot be started, the walkie-talkie in the car makes a loud sound that is uncomfortable for customers sitting in the car, many customers complain about the temperature and smell in Mai Linh taxi cars, they cannot stand the bad smell from the air conditioner, the glass doors are cracked; the front left door lock is no longer effective...

Currently, taxi companies such as Vinasun, Tien Sa…, are taxi companies that were born later, so they have an advantage in terms of vehicles because their fleet of vehicles are considered newer than Mai Linh taxis.

d) Employee attitude

Whether a company can survive or not depends a lot on the people who have direct contact with customers. In the passenger transport service business by taxi of Mai Linh company, the driver is the person who has direct contact with customers. In other words, the driver and the operator are the face of the company.

Mai Linh Company is highly appreciated by customers for its staff training and education. During the process of contacting customers, Mai Linh staff always serve attentively, speak gently, and access information quickly. For drivers, they are always ready to help customers carry luggage (correctly and sufficiently on or off the vehicle for customers...). For call center staff, when calling the call center, the staff is enthusiastic, addresses politely, and accesses information quickly and accurately, creating a good feeling for customers.

According to Mai Linh Central Da Nang Joint Stock Company, when providing services and the service staff does not perform as initially committed such as: announced fare, vehicle arrival time... then the customer has the right to complain to the company, the company will resolve quickly and satisfactorily for the customer. Although ranked first in terms of staff attitude of Mai Linh Company in Da Nang City, however, the drivers of Mai Linh Company in particular and taxi companies in general

In general, the limitation is that the English level is still not high. Because Da Nang is one of the attractive tourist destinations both domestically and internationally, there are many foreign tourists coming to Da Nang. Therefore, foreign tourists are very hesitant when they choose a taxi and the driver does not know what they want. Mai Linh is still suffering from this limitation. In some cases, the drivers do not know the routes in the city, there is a phenomenon of taking passengers around without knowing the way, the tourist and culinary destinations in the locality and neighboring areas are still not fully understood by the drivers.

e) Brand

The reputation of the brand also plays a very important role in the choice of products and services of consumers. A reputable brand is always the first choice of customers, for Mai Linh Group Joint Stock Company, established in 1991 with the predecessor being Mai Linh Passenger Transport and Tourism Company Limited. After more than 24 years of development, Mai Linh has become a major taxi brand in Vietnam.

Mai Linh is known to everyone in every region of the country when it comes to taxi brands. Thanks to the early birth and reputation of the taxi brand, many customers always choose Mai Linh Taxi to travel as a habit of theirs and at the same time to show their loyalty and class.

Mai Linh aims for a profound meaning "All for the bright future of our children, for the sustainable development and benefits of the company, customers and society".

Through a long development process, Mai Linh taxi brand has been voted and awarded many awards by many organizations and agencies.

- Mai Linh is one of the first brands to receive the Vietnam Golden Star Award in 2003-2005.

- On July 1, 2009, Mai Linh was awarded the "Prestigious and Quality Brand and Product 2009" award by the Ministry of Science and Technology in coordination with the Central Emulation and Rewards Committee and the Southern Institute of Science and Technology.

- In 2009, Mai Linh taxi won the title "Most Satisfied Service 2009"

- Mai Linh is the first taxi service provider in Vietnam to be certified by the Quality Management System in accordance with the international standard ISO 9001:2000.

- With its reputation, Mai Linh has been expanding its scope of operations and improving the quality of services provided to ensure the best satisfaction for customers.

As a prestigious brand, Mai Linh always affirms itself in every market. This helps customers always feel secure and trust this taxi brand.

f) Convenience

In the current economic period, not only the taxi passenger transport industry but also many other industries want to attract customers, want to create trust from customers, first of all, must take good care of customers. Therefore, customer service is focused on by companies.

Regarding customer service, Mai Linh Central Joint Stock Company has not yet received high ratings from customers.

Currently, the company does not have any special customer care services. The company still focuses on reducing taxi fares on customer appreciation occasions. Meanwhile, other taxi companies such as Vinasun Taxi, Song Han Taxi... have organized customer appreciation events to create conditions for customers to meet with the company and evaluate the quality of their taxi services, participate in organizing lucky draw programs for the most loyal customers... This has made Mai Linh customers feel that the company still does not really care about them. In addition, the customer care department has not yet provided timely support to customers regarding lost items in the taxi. In some cases, customers have had their belongings taken away by drivers that they left in the car. This is something that customers are very afraid and worried about.

scared to take a taxi

2.4.2. Primary data

2.4.2.1. Research objectives

- Research on factors affecting customer satisfaction with Mai Linh Taxi service.

- Explore the factors that customers care about related to the factors affecting customer satisfaction with Mai Linh Taxi service.

- Building theoretical research models.

- Propose some ideas and solutions so that Mai Linh Taxi can increase the perceived value of customers and attract more and more customers, creating a competitive advantage over competitors.

2.4.2.2. Develop a research plan

Data is collected from both data sources, primary data and secondary data.

- Secondary data: Collected from the company's business development and accounting departments. The data includes financial reports (balance sheet, business performance over the years), discussions with customers, through reference to documents, articles, and related research works.

- Primary data: Collect data by interviewing a number of customers who have used Mai Linh taxi service in Da Nang city. In addition, to have more data for the topic, the author also interviewed a number of employees in the company such as customer care department, call center staff, reception staff... In addition, to have a more objective view, the author has built a questionnaire to investigate the assessment of customer satisfaction with Mai Linh taxi service.

2.4.2.3. Research method

The research method is quantitative, collecting primary data through direct interviews using questionnaires.

The questionnaire was designed based on the factors of the Servperf scale and was designed to include the following 2 parts:

- Part I is designed to collect customers' perceptions of the service quality and price of Mai Linh taxi services. A 5-level Likert scale with 1 being Totally Disagree, 2 being Disagree, 3 being No opinion, 4 being Agree, 5 being Totally Agree is used to measure the level of customer agreement with each observed variable.

- Part II is designed to collect demographic information used to classify the interviewees.

Then the observed variables in the customer survey will be coded. The collected data will be entered and processed using SPSS 16.0 for Windows software.

2.4.2.4. Data collection

- Data collection through direct interviews using questionnaires.

- Number of research samples: 260 samples

- The survey subjects are individual customers aged 20 to 59 years old, who have used and are using Mai Linh Company's taxi services. Because this age group often has a higher need for travel, and the population in this age group also accounts for more than 50% of the total population of Da Nang.

2.4.2.5. Theoretical research model on customer satisfaction using Mai Linh taxi service

- Research model: According to the authors, the factors affecting customer satisfaction using Mai Linh Da Nang taxi service are: Service quality and price. To measure service quality, the author uses the Servperf scale with 5 service quality components: Tangibles, Assurance, Responsiveness, Reliability and Empathy. Therefore, the theoretical research model is presented in Figure 2.10 (see Figure 2.10)

Reliability


Responsiveness


Assurance


Empathy


Tangibles


Price

Customer satisfaction

Figure 2.10. Theoretical research model on customer satisfaction using Mai Linh taxi service

2.4.2.6. Scale encoding

TRUSTED INGREDIENTS

TC1	Mai Linh Taxi always appears on time and meets the commitment the first time (normal waiting time <10 minutes, peak hours <15 minutes)
TC2	Customers feel safe when using Mai Linh taxi service (drivers operate the vehicle smoothly, carefully, safely, at the prescribed speed and in compliance with the law). traffic...)
TC3	Drivers are knowledgeable about the streets and will provide the most suitable route for customers (taking the shortest possible route).
TC4	The driver's demeanor is polite, neat, and clean (fresh spirit, healthy, neat clothes and hair, no sunglasses, no bad odor) body...)
RESPONSIVE INGREDIENTS
DA1	Mai Linh Company always resolves complaints satisfactorily.
DA2	Mai Linh Taxi picks up/drops off passengers exactly at locations requested by customers. row
DA3	The service attitude of the call center staff creates trust for customers (warmly, happily greeting customers, polite and courteous address, speaking softly and clearly). clear, attentive service, thank you customers...)
DA4	Drivers are available to assist customers (willing to open the car door for customers) carry luggage (correct and complete) on and off the vehicle for customers...)
DA5	Drivers always meet customer requests within their capabilities. (turn off air conditioner, open door, turn on music, perfume in car, chat when customer requests)
DA6	Mai Linh Taxi allows payment by many forms such as ATM card, Mai Linh card, cash...
DA7	The driver's attitude creates trust for customers (warm and cheerful greeting) ask customers, address them politely, serve them attentively, give change and thank customers...)
DA8	Drivers serve quickly, accurately and promptly (fast manner) nimble, card swiping, quick and accurate change...)

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