Table 19: Reliability test of Cronbach's Alpha scale for the factor variable "service capacity" 53
Table 20: Reliability test of Cronbach's Alpha scale for the factor variable "decision to use" 54
Table 21: KMO test results 55
Table 22: Rotation matrix of factors 56
Table 23: Factor loadings of dependent variable 58
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Table 24: Test for normal distribution 60
Table 25: Customer evaluation of brand reputation factor group. 61
Table 26: Customer evaluation of service price factor group 62
Table 27: Customer evaluation of product factor group 63
Table 28: Customer evaluation of group of influencing factors. 64
Table 29: Customer evaluation of advertising factor groups. 65
Table 30: Customer evaluation of service capacity factor group 66
Table 31: Customer evaluation of the group of factors determining usage. 67
Table 32: Pearson correlation coefficient 68
Table 33: Model fit assessment. 69
Table 34: ANOVA test 70
Table 35: Results of multiple regression analysis. 70
PART 1: PROBLEM STATEMENT
1. Urgency of the research topic
As society develops, people's material and spiritual life is constantly improving. Therefore, they tend to share and preserve memorable memories with people around them. In particular, with the strong development of technology and the emergence of social networking sites, people are more open and easier to express their emotions. Therefore, they seek services that help them preserve and express their emotions in the most natural and comfortable way on special holidays for themselves and their families.
Wedding reportage service - a filming/photography service with the top criteria of bringing the most natural pictures and videos to customers has emerged in recent years and it is gradually becoming a trend, considered and decided by many couples to use on their wedding day - the most important day of everyone's life.
According to UNFPA data in 2017, the population of Vietnam from 15 to 24 years old is 75,106 thousand people, accounting for nearly 13.8% of the population of Vietnam. These figures have shown that the wedding reportage service market in our country is very potential. However, the number of customers choosing wedding reportage services is still too modest, not commensurate with the potential of the market.
There are many reasons why couples hesitate to choose wedding reportage services, including: not understanding the service correctly and accurately; not knowing the benefits and differences that wedding reportage services bring compared to traditional wedding photography and especially its price is much higher than other photography services. So, what is the main reason that affects customers' decision to choose the service? To answer this question, a study to evaluate the factors affecting the choice of wedding reportage services is very necessary for each business in general and Philip Entertainment in particular so that the company can come up with good measures and policies to attract and serve the needs of customers better.
That is why I decided to choose the topic " Research on factors affecting the decision to use wedding reportage services of Philip Entertainment Media and Entertainment LLC " as my graduation thesis topic.
2. Research objectives
2.1 General objectives
Researching the factors affecting the decision to use wedding reportage services of Philip Entertainment Media and Entertainment LLC of customers in Hue city, thereby proposing solutions to help the Company attract more customers to use wedding reportage services, increasing the number of couples choosing to use wedding reportage services at the Company.
2.2 Specific objectives
- Systematize the theoretical basis of services, wedding reportage services, analyze the differences between wedding reportage services and traditional wedding photography services.
- Identify factors influencing customers' decision to use wedding reporting services of Philip Entertainment Media and Entertainment LLC in Hue City.
- Propose solutions to help the company attract more customers to use wedding reportage services.
3. Research questions
- Question 1 : What factors influence the decision to use wedding reporting services of Philip Entertainment Media and Entertainment LLC?
- Question 2: How do factors affect customer decisions?
- Question 3: Customer reviews about wedding reporting services of Philip Entertainment Media and Entertainment LLC?
- Question 4: What solutions should the company offer to attract customers to use the service?
4. Research object and scope
4.1 Research subjects
- Research object: factors influencing customers' decision to use wedding planning services.
- Investigation subjects: customers who have used wedding planning services of Philip Entertainment Media and Entertainment LLC.
4.2 Scope of research
- Spatial scope: Hue City
- Time range: from October 20, 2020 - January 15, 2021. Including:
Secondary data collected from: Period 2018 - 2020
Primary data collected from: October 20, 2020 – December 30, 2021
4.3 Scope of content
Research the factors affecting customers' decision to use wedding reportage services of Philip Entertainment Media and Entertainment LLC and from there propose solutions to attract customers to use the service.
5. Research method:
Research documents
Identify the research problem
Building a questionnaire
Test Investigation
Official investigation
Adjust the questionnaire
5.1 Research process
Data analysis and processing
Research results
Research report
Figure 1: Research process
(Source: Author's own suggestion)
5.2 Data collection method
5.2.1 Secondary data collection methods
Secondary data to be collected:
- Information related to customer behavior.
- Models related to factors influencing service usage choices.
- List of customers who have used the company's wedding reporting services
- Reports related to the business activities of wedding reporting services such as: financial reports, business performance reports, etc.
Source of information
On websites, newspapers, research articles about factors influencing customer buying behavior.
5.2.2 Primary data collection methods
5.2.2.1 Qualitative research
- To identify research problems, investigate and supplement observation variables to
build appropriate research models.
- The results of the qualitative research will be used in designing the questionnaire.
5.2.2.2 Quantitative research
- Information was collected through a questionnaire survey of people who used wedding reportage services of Philip Entertainment Media and Entertainment LLC.
- The questionnaire consists of 3 parts
Part 1: Guiding questions
Part 2: Main content of the questionnaire (asking questions related to factors affecting the choice of using the service)
Part 3: Personal information of the respondent.
Then conduct a pilot survey with a few interviewees. Adjust, remove, or add questions to get the official questionnaire to conduct the survey.
5.3 Sampling method
5.3.1 Sample size
(1 − )
For this topic the author will use the following formula to determine sample size:
=
In there:
n: estimated sample size
Z: corresponding value of statistical domain. With significance level α = 5%, Z = 1.96 p: statistical estimated percentage.
e: acceptable sample error, e = 9%
With the assumption p = q = 0.5 to ensure the highest level of representation (Pham Van Quyet and Nguyen Quy Thanh 2001). We have the number of observations in the sample according to the formula: 118 (sample)
However, before conducting the official survey, the author conducted a pilot survey and the response rate was 85%, so the sample size used for the survey will be:
. %
%
. %
%
n′ = = = 138 (sample)
n' total number of adjusted samples.
To avoid errors and confusion, the author decided to use 140 samples to conduct the official survey.
5.3.2 Sampling method
Using systematic random sampling method. Then, based on the customer list provided by the company, the total number of customers is N. Select 140 customers for investigation (n= 140).
- Use the formula: K=N/n to calculate the jump.
- Randomly select a value x in the range of 1 to k as the first survey unit, then select 1 unit for the survey sample at regular intervals, etc., and so on until the sample size of 140 is reached, then stop.
- According to data provided by Philip Entertainment Media and Entertainment LLC, from January 2018 to November 2020, the number of people who used the company's wedding reportage service was about 300 customers and customers are coded from KH001 - KH00300.
- So we have the jump K=300/140 = 2
- The author chooses the first random unit as number 3 (KH003), the second sample unit: 2+3=2+3=5 (KH005), the third sample is 2k+3=7 (KH007), the fourth sample is 3k+3=9 (KH009),… the 140th sample is 99k+3=300 (KH00201)
5.4 Data processing and analysis methods
5.4.1 Data processing
- For secondary data, use analysis, synthesis and comparison methods to
handle.
- For primary data, SPSS 26.00 statistical software and Excel will be used for processing.
reason
5.4.2 Data analysis
Frequency analysis method
Frequency analysis is one of the descriptive statistical tools used.
used to describe and understand the distributional characteristics of some raw data samples.
In this research topic, the frequency analysis method is used to measure both quantitative and qualitative variables in the form of counting the number of occurrences, to describe a number of variables related to the demographic characteristics of the interviewees such as: age, occupation, income, etc. This method helps us have an overall view of a certain characteristic of the survey sample.
Cronbach's Alpha Reliability Test
In theory, Cronbach's Alpha is a statistical test of the consistency of a set of observed variables through the Cronbach's Alpha coefficient. This method allows analysts to eliminate inappropriate variables, limit junk variables during the research process and evaluate the reliability of the scale through the Cronbach's Alpha coefficient.
When the Cronbach's Alpha coefficient is from 0.8 to 1, the scale is best, and a scale with a Cronbach's Alpha from 0.7 - 0.8 is usable. In case the research concept is new, or new to the respondents, a Cronbach's Alpha coefficient greater than 0.6 is acceptable.
In this study, Cronbach's Alpha coefficient greater than 0.6 is considered reliable and usable. Variables with item-total correlation coefficients less than 0.3 will be eliminated.
Exploratory factor analysis EFA
Next, the author tested the scale using exploratory factor analysis EFA.
Explanatory factor analysis (EFA) is a statistical method used to reduce a set of many interdependent observed variables into a smaller set of variables (called factors) so that they are more meaningful but still contain most of the information content of the original set of variables.
To analyze the EFA exploratory factor, the following factors must be ensured:
+ Factor loading > 0.5
+ The KMO coefficient (Kaiser-Meyer-Olkin) must be in the range of 0.5 ≤ KMO ≤ 1
+ Percentage of variance > 50%
+ Eigenvalue ≥ 1
Correlation coefficient analysis
Pearson correlation coefficient test is used to test the linear relationship between covariates and dependent variables, which is the basis for regression analysis.
Multiple regression analysis
Regression analysis aims to determine the impact level of factors on the objective function.
We have the following linear regression equation:
Yi = β 0 + β 1 X1 + β 2 X2 + β 3 X3+ …. + ei
In there:
Yi: Value of dependent variable X i : Value of independent variable