Some Research Models Related to Satisfaction

- Tangibles: physical facilities, equipment, and appearance of staff.

- Reliability: the ability to perform services reliably, on time and appropriately.

- Responsiveness: demonstrates the willingness to provide prompt service and customer support.

- Assurance: also known as service capacity, demonstrates the knowledge and courteous service, enthusiasm of employees and the ability to convey trust and confidence.

1. Reliability

2. Understanding

3. Response

4. Warranty

5. Tangibility

- Empathy: showing care and attention to each customer.

Service expectations

Service perception

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Perceived quality

Figure 2.3: Service quality components - SERVQUAL model

Source: Bui Thanh Trang, Service Quality Management lecture slides, chapter 2

The scale consists of two parts, each part has 22 statements. The first part is to determine the customer's expectation of the type of service of the enterprise in general. That is, regardless of any specific enterprise, the interviewees indicate their level of desire for that service. The second part is to determine the customer's perception of the service performance of the surveyed enterprise. That is, based on the specific service of the surveyed enterprise to evaluate. The research results aim to identify the gaps between customer's perception of service quality

performed by the business and the customer's expectations for that service quality. Specifically, according to the SERVQUAL model, service quality is determined as follows:

Service quality = Perceived level – Expected value.

SERVPERF service quality model

After many studies of testing and application, SERVQUAL is recognized as a scale with theoretical and practical value. However, there are still many debates, criticisms, and questions about this scale, especially about its generality and validity in measuring quality. Another thing that can be seen is that the SERVQUAL measurement procedure is quite lengthy. Therefore, based on Parasuraman's SERVQUAL model, Corin and Taylor (1992) modified and built the SERVPERF model, a variation of SERVQUAL. According to the SERVPERF model: Service quality = Perception level. This conclusion has received agreement from studies by Lee et al. (2000), Brady et al. (2002).

The SERVPERF scale also has 22 statements with 05 basic components similar to the customer perception question in the SERVQUAL model, but omits the question about expectations.

In summary, the above service quality measurement models all have their own advantages and disadvantages. For Gronoroos' service quality model, the SERVQUAL model and the SERVPERF model are often used to evaluate service quality and customer satisfaction in the economic field.

2.1.3. Concept of customer satisfaction

There are many different definitions of customer satisfaction as well as a lot of debate about this definition. Many researchers believe that satisfaction is the difference between customer expectations and actual perceptions received. According to Fornell

(1995), post-consumption satisfaction or disappointment is defined as the customer's response to the perceived evaluation of the difference between pre-consumption expectations and the actual perception of the product after consuming it.

According to Hansemark and Albinsson (2004), “Customer satisfaction is an overall attitude of a customer toward a service provider, or an emotional response to the difference between what the customer anticipated and what they received, regarding the fulfillment of some need, goal or desire”.

According to Zeithaml & Bitner (2000), customer satisfaction is the customer's assessment of whether a product or service has met their needs and expectations.

Customer satisfaction is the psychological state that customers feel about a company (organization) when their expectations are met or exceeded through the consumption of products or services. (Oliver, 1997).

According to Kotler and Keller (2006), customer satisfaction is the level of a person's emotional state that comes from comparing the results obtained from consuming a product/service with their own expectations. The level of satisfaction depends on the difference between the results received and the expectations. If the actual results are lower than the expectations, the customer is dissatisfied. If the actual results are equal to the expectations, the customer will be satisfied. If the actual results are higher than the expectations, the customer is very satisfied. Customer expectations are formed from shopping experiences, from friends, colleagues, and from information from sellers and competitors.

2.1.4. The relationship between service quality and customer satisfaction

Service businesses often assume that there is a correlation between service quality and customer satisfaction, so these two concepts can be used interchangeably. However, many studies have shown that service quality and customer satisfaction are not the same thing.

Situational factors

Customer satisfaction

Personal factors

Customer satisfaction are two distinct concepts. Parasuraman et al. (1993) argue that there are some differences between service quality and customer satisfaction, and the difference is the issue of “cause and effect”. Zeithalm & Bitner (2000) argue that customer satisfaction is influenced by many factors such as product, service quality, price, situational factors, and personal factors.

Product quality

Quality of service

Price

Figure 2.4: Model of factors affecting customer satisfaction

Source: Zeithaml & Bitner (2000)

Service quality and satisfaction are two different concepts but closely related in service research. Previous studies have shown that service quality is the cause of satisfaction (Cronin & Taylor, 1992). The reason is that service quality is related to service delivery while satisfaction is only evaluated after using the service.

In short, service quality and customer satisfaction are closely related, in which service quality is what comes first and determines customer satisfaction.

2.2. Some research models related to satisfaction

2.2.1. Research model of Lien Ti Bei and Yu Ching Chiao (2006)

A research model of factors affecting customer loyalty in Taiwan in three service industries: gas supply, banking and self-maintenance and repair services.

The research factors are: perceived service quality, perceived product quality and perceived price fairness.

According to the author of the model, perceived price unfairness occurs when one consumer pays more than another or receives a lower service than expected. Or conversely, when one consumer receives better and more service than another when paying the same amount or paying less but receiving the same product or service.

The study found that service quality had an impact on customer satisfaction in all three sectors, product quality was significant only in the auto repair and maintenance sector, while perceived price had an impact on customer satisfaction in gas supply and banking services.

Customer satisfaction

Perceived service quality

Perceived product quality

Customer loyalty

Fairness in price perception

Figure 2.5: Research model of Lien Ti Bei and Yu Ching Chiao (2006)

Source: Lien-Ti Bei & Yu-Ching Chiao (2006)

2.2.2. Research model of Tribe and Snaith (1998)

Tribe and Snaith (1998) when studying tourist satisfaction proposed a model of factors affecting tourist satisfaction including 6 factors: natural resources,

natural and physical conditions, environment, food-tourism-entertainment-shopping services, accommodation, money transfers, heritage and culture.

Satisfaction

Natural resources and physical conditions

Environment

Food and beverage services – sightseeing – entertainment – shopping

Accommodation

Transfer money

Heritage and culture

Figure 2.6: Research model of Tribe and Snaith (1998)

Source: Tran Thi Luong (2011)

2.2.3. Research model of Bindu Narayan et al. (2008)

Research on factors affecting tourist satisfaction in Kerela state tourist area (India) by Bindu Narayan et al. suggested two models:

According to the first model, the factors affecting tourist satisfaction include: Hospitality, Food, Logistics.

– attentiveness), Security, Value for money.

Hospitality


Food


Logistics, restaurant services (Logistics)

Value for money
Security

Visitor satisfaction

Figure 2.7: First model of Bindu Narayan et al. (2008)

Source: Bindu Narayan et al. (2008)

According to the second model, the factors Amenities, Core-tourism experience, Hygiene, Fairness of price, Culture, Distractions, Information centers, Personal information, Pubs affect customer satisfaction separately.

In particular, according to the research results of Bindu Narayan and colleagues at Kerela State Tourism Area (India), the factors in the first model have a higher level of influence on tourist satisfaction than the factors in the second model.

Amenities


Core-tourism experience


Hygiene


Fairness of price


Cultural factors (Culture)


Irritants


Information centers


Personal information


Restaurants (Pubs)

Visitor satisfaction

Figure 2.8: Second model of Bindu Narayan et al. (2008)

Source: Bindu Narayan et al. (2008)

2.2.4. Research model of Poon and Low (2005)

Poon and Low (2005) in their study examined the factors measuring the difference in satisfaction levels between Asian and Western tourists during their stay at hotels in Malaysia. A questionnaire with a 5-point Likert scale was used to measure customer satisfaction, the collected data was also tested by exploratory factor analysis (EFA), and they found the factors to be: Hospitality, accommodation, food & beverages, recreation & entertainment, supplementary services, security & safety, innovation and additional services.

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