LIST OF ABBREVIATIONS
Ben Thanh Tourist : Ben Thanh Tourist Service Joint Stock Company TC: Reliability
DU: Responsiveness DC: Empathy
PV: Service capacity HH: Tangible means GC: Service price
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HL: Satisfaction
SPSS: SPSS statistical analysis software SERVQUAL: Service quality scale EFA: Exploratory factor analysis
KMO: Kaiser – Mayer - Olkin coefficient
INDEX
COMMITMENT i
ACKNOWLEDGEMENTS ii
SUMMARY iii
ABSTRACT iv
TABLE OF CONTENTS vii
LIST OF TABLES x
LIST OF DRAWINGS xi
1.1 Reasons for choosing topic 1
1.2 Research objective 2
1.3 Research Question 3
1.4 Research methods 3
1.4.1 Research method 3
1.4.2 Information source 4
1.5 Scope and research objects 4
1.5.1 Research subjects 4
1.5.2 Scope of research 4
1.6 Practical significance of the research topic 4
1.7 Structure of research topic 5
2.1. Concepts 7
2.1.1 Travel 7
2.1.2 Service 10
2.1.3 Customer satisfaction and its determinants 10
2.2 Customer satisfaction measurement model 19
2.2.1 Service quality research model SERVQUAL and variant SERVPERF 19
2.2.2 HOLSAT 22 Model
2.4 Research model and research hypothesis 28
2.4.1 Introduction to Ben Thanh Tourism Joint Stock Company 28
2.4.2 Model building basis 32
2.4.3 Research hypothesis 33
CHAPTER 3: RESEARCH METHODOLOGY 35
3.1 Research process 35
3.2 Research methods 36
3.2.1 Qualitative research 36
3.2.2 Quantitative research 37
3.2.3 Survey design 38
3.2.4 Determine sample size and conduct survey 39
3.2.5 Scale 40
3.2.6 Data analysis method 42
3.2.7 Reliability analysis 42
3.2.8 Exploratory factor analysis 43
3.2.9 Multiple regression analysis to test theoretical model 44
CHAPTER 4: RESEARCH RESULTS 45
4.1 Data collection results 45
4.2 Characteristics of the research sample 45
4.3 Assessment of the reliability of the scale 51
4.3.1 “Reliability” Factor (TC) 51
4.3.2 “Responsiveness” Factor (DU) 52
4.3.3 Factor “Service Capacity” (PV) 53
4.3.4 “Empathy” Factor (DC) 54
4.3.5 “Tangibles” factor (HH) 54
4.3.6 “Service Price” Factor (GC) – 1st Time 55
4.3.7.3 “Empathy” Factor (DC) 58
4.3.8 Dependent variable “Customer satisfaction with tourism service quality” (HL) 60
4.4 Exploratory factor analysis EFA 61
4.4.1 Exploratory factor analysis EFA of independent variables 62
4.4.2 Conclusion after EFA 65 exploratory factor analysis
4.5 Building a regression model 66
4.5.1 Pearson correlation coefficient analysis 66
4.5.2 Regression analysis and model fit testing 68
4.5.3 Results of testing research hypothesis 70
4.6 Results of evaluating tourists' perception level in each factor 73
4.6.1 Reliability Factor 74
4.6.2 Responsiveness Factor 75
4.6.3 Service Capacity Factor 76
4.6.4 Empathy Factor 77
4.6.5 Tangibles 77
4.6.6 Service Price Factor 78
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS 80
5.1 Conclusion 80
5.2. Recommendations for managers 80
5.2.1. Recommendations for increasing satisfaction level on “reliability” 80
5.2.2. Recommendations for increasing satisfaction with “responsiveness” 81
5.2.3. Recommendations to increase satisfaction level with “service capacity” 82
5.2.4. Recommendations to increase satisfaction with “price” 82
5.3 Limitations of the topic and future research directions 82
5.3.1 Topic limitations 82
5.3.2. Future research directions 82
REFERENCES 84
Vietnamese 84
LIST OF TABLES
Table 3.1 Scale coding 40
Table 4.1: Status of quantitative research data collection 45
Table 4.2: Customer age 45
Table 4.3: Education level of customers 46
Table 4.4: Customer occupation 47
Table 4.5: Travel companies that customers travel to most often 48
Table 4.6: What time of year do customers usually travel? 49
Table 4.7: Customers know about BenThanh Tourist through channels 50
Table 4.13: Cronbach's Alpha coefficient of the scale "Service price" - 1st time 56
Table 4.14: Cronbach's Alpha coefficient of the "Responsiveness" scale - 2nd time 57
Table 4.16: Cronbach's Alpha coefficient of the "Empathy" scale - 2nd time 58
Table 4.17 Cronbach's Alpha coefficient of the "Tangibles" scale - 2nd time .. 59
Table 4.18 Cronbach's Alpha coefficient of the scale "Service price" - 2nd time 59
Table 4.19 Cronbach's Alpha coefficient of the dependent variable scale "Customer satisfaction with tourism service quality" 60
Table 4.20 Summary of observed variables after analyzing Cronbach's Alpha coefficient 61
Table 4.21 KMO Test and Bartlett's Test 62
Table 4.22 Extracted variance table 63
Table 4.23 Results of exploratory factor analysis EFA 64
Table 4.24 Correlation matrix between dependent variable and independent variables 67
Table 4.25 Interpretation of variables in regression model 68
Table 4.26 Assessment of the suitability of the multivariate linear regression model 68
Table 4.27 Results of multiple linear regression analysis 69
Table 4.28 Results of testing research hypotheses 72
Table 4.29 Customer satisfaction level on the factor Reliability 74
Table 4.30 Customer satisfaction level on Responsiveness factor 75
Table 4.31 Customer satisfaction level on Service capacity factor 76
Table 4.32 Customer satisfaction level on Empathy factor 77
Table 4.33 Customer satisfaction level on Tangibles factor 77
Table 4.34 Customer satisfaction level on service price factor 78
LIST OF DRAWINGS
Diagram 2.1: Organizational structure of Ben Thanh 31 Tourism Service Joint Stock Company
Figure 2.1 Service quality model 22
Figure 2.2: HOLSAT 23 model
Figure 2.3 Model of customer satisfaction proposed by McDougall and Levesque (1996) 24
Figure 2.4 Model of customer satisfaction proposed by Naser and Jamal (2002) 26
Figure 2.5 Theoretical research model 32
Figure 3.1 Research process 35
Figure 4.1: Customer age 46
Figure 4.2: Customer education level 47
Figure 4.3: Customer occupation 48
Figure 4.4: Travel companies that customers travel to most often 49
Figure 4.5: What time of year do customers usually travel? 50
Figure 4.6: Customers know about BenThanh Tourist through channels 51
CHAPTER 1: OVERVIEW OF THE RESEARCH TOPIC
To briefly overview the research topic, based on the issues arising in practice and combined with the theoretical basis of service quality, the author will present the reasons for choosing the topic and some factors to analyze and clarify the field that the author wants to research. The content of the first chapter of the topic includes 7 parts: (1) Research reasons, (2) Research objectives, (3) Research questions, (4) Research methods, (5) Scope and objects of research, (6) Practical significance of the research topic, (7) Structure of the research topic.
1.1 Reasons for choosing the topic
Customer satisfaction with products and services is a matter of survival for every business. In today's trend, grasping the trend of people wanting to broaden their horizons and travel around the world, more and more tourism service companies are being established. In addition, through the evaluation of media agencies, international organizations, or prestigious tourism websites in the world in recent years, Vietnam is often voted as a favorite destination for international tourists. In 2014, Vietnam was voted by the American Travel & Leisure magazine as 6th out of 20 best destinations based on the safety and friendliness of the people for solo travelers. That further promotes the growth of the tourism service industry in Vietnam. When there are too many competitors, research on the quality of services provided to customers by each business is extremely necessary to retain existing customers as well as attract potential customers.
Up to now, the Vietnamese tourism market has become increasingly fierce and fierce when the "market share cake" is being divided into smaller pieces and is no longer "easy to eat" as before. The big names in the tourism market include Saigontourist, VietSun Travel, Da Ngoai Lua Viet, Du Lich Thanh Nien... According to data from the General Department of Tourism, it is estimated that in the first 6 months of 2015, there were 3,804,636 international visitors to Vietnam, and in June 2015 alone, there were 529,445. When the market explodes in the number of domestic and foreign tourists, it will create a risk of decline in
quality, but at the same time also contains a great opportunity, which is that any travel service company that surpasses in quality and retains customers will have a chance to make a breakthrough.
As one of the leading international travel companies in Vietnam. Through 25 years of continuous and stable development, Ben Thanh Tourist Service Joint Stock Company has built a prestigious brand in the domestic and foreign markets. Although it has a lot of experience in the industry, with the emergence of a series of new travel companies with fierce competition, Ben Thanh Tourist Service Joint Stock Company cannot sit still anymore. In such a situation, what must BenThanh Tourist do to maintain its market share and develop in the future? Obviously, BenThanh Tourist must take action to attract customers by improving service quality, thereby improving customer satisfaction. But how do you know what customers care about? And what factors affect that satisfaction?
Previously, there have been many domestic and foreign studies on customer satisfaction with service quality. According to McDougall and Levesque (1996), Naser and Jamal (2002) stated that factors such as core factors (reliability), relationship factors (responsiveness, safety, empathy), tangible factors (physical, equipment, machinery) and competitive price factors all have an impact on customer satisfaction with service quality. For domestic studies, authors have developed some additional factors depending on the research field to clarify customer satisfaction, but most of them are based on the basic model of the SERVPERF variant model.
For the above reasons, the author chose the topic for his master's thesis as: "Measuring customer satisfaction when using tourism services at Ben Thanh Tourism Service Joint Stock Company".
1.2 Research objectives
The research objectives of the topic are: