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Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang GRADUATION THESIS Major: International Business Administration A STUDY ON CUSTOMER SATISFACTION OF MYTV SERVICE OF VNPT www.ThiNganHang.com S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang 1
Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang TABLE OF CONTENTS ACKNOWLEDGEMENT.............................................................................................5 ABSTRACT ....................................................................................................................6 LIST OF FIGURES .......................................................................................................7 LIST OF TABLES .........................................................................................................8 LIST OF ABBREVIATION........................................................................................10 CHAPTER 1: INTRODUCTION.................................................................................1 1.1. Background ..........................................................................................................2 1.2. Objectives..............................................................................................................3 1.3. Research questions...............................................................................................4 1.4. Research scope .....................................................................................................4 1.5. Structure of the thesis ..........................................................................................5 CHAPTER 2: LITERATURE REVIEW ON CUSTOMER SATISFACTION ......7 Chapter overview.........................................................................................................7 2.1. Definition..............................................................................................................8 2.2. Customer satisfaction theories ............................................................................9 2.2.1. Assimilation theory .....................................................................................10 2.2.2. Contrast theory ............................................................................................11 2.2.3. General negativity theory ............................................................................11 2.2.4. Assimilation - Contrast theory.....................................................................12 2.3. Customer satisfaction measurement models.....................................................13 2.3.1. Kano model..................................................................................................13 2.3.2. Parasuraman et al.‟s models ........................................................................16 2.3.3. Customer satisfaction index (CSI) model ...................................................21 Chapter summary......................................................................................................23 CHAPTER 3: DATA AND METHODOLOGY........................................................24 www.ThiNganHang.com S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang 2
Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang Chapter overview.......................................................................................................24 3.1. Methodology .......................................................................................................25 3.2. Sampling method ...............................................................................................25 3.3. Instrumentation..................................................................................................25 3.3.1. Choice of survey method and type of instrument........................................25 3.3.2. Instrument design ........................................................................................26 3.4. Data collection ...................................................................................................27 3.5. Data analysis ......................................................................................................28 Chapter summary......................................................................................................30 CHAPTER 4: FINDINGS AND DISCUSSIONS......................................................31 Chapter overview.......................................................................................................31 4.1. An overview of VNPT and MyTV service .........................................................32 4.1.1. Introduction to Vietnam Posts and Telecommunications Group (VNPT) ..32 4.1.2. Overview of VNPT, Nghe An Branch ........................................................36 4.1.3. Overview of MyTV service.........................................................................37 4.2. Factors testing using Cronbach’s alpha...........................................................38 4.2.1. Reliability ....................................................................................................39 4.2.2. Assurance.....................................................................................................40 4.2.3. Tangibles .....................................................................................................42 4.2.4. Empathy.......................................................................................................42 4.2.5. Responsiveness............................................................................................44 4.2.6. Price .............................................................................................................46 4.2.7. Television Quality .......................................................................................48 4.3. Research model testing ......................................................................................49 4.3.1. Correlation analysis: Spearman‟s rank correlation coefficient ...................49 4.3.2. Regression analysis .....................................................................................61 4.3.3. Regression model interpretation..................................................................65 www.ThiNganHang.com S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang 3
Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang Chapter summary......................................................................................................67 CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS............................68 5.1. Conclusions of the study....................................................................................69 5.2. Recommendations ..............................................................................................70 5.2.1. Improving television quality of MyTV .......................................................70 5.2.2. Enhancing employees‟ professional capability...........................................72 5.2.3. Building professional working environment ...............................................72 5.2.4. Implementing sound policies on price and promotion ................................73 5.2.5. Consolidating a good image of VNPT ........................................................73 5.2.6. Making regular survey on customer satisfaction.........................................74 5.3. Limitations of the study and suggestions for future work................................74 5.4. Contributions of the study .................................................................................75 REFERENCE ...............................................................................................................77 APPENDIX ......................................................................................................................i www.ThiNganHang.com S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang 4
Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang ACKNOWLEDGEMENT This graduation thesis was resulted from my thirteen-week researching and writing during my last semester at Hanoi Foreign Trade University. It was an interesting and learning experience. By finishing this thesis, I would like to express my special thanks to many people for their great helps, contributions and recommendations. Firstly, I do truly thank my supervisor, MBA. Nguyen Thi Thu Trang, for her encouragement, guidance and supports from the very beginning those enabled me to complete the subject. Secondly, special thanks must go to all the managers, staffs and customers of VNPT Nghe An for their cooperation those helped me in completion my thesis. I do offer my regards and blessing to my family and friends who did support me a lot during this time. Last but not least, gratefulness is to the readers whose feedbacks will help much in improving the thesis. Hanoi, May 2015 Tran Thi Thanh Tu www.ThiNganHang.com S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang 5
Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang ABSTRACT The graduation thesis represents the results of research on customer satisfaction of MyTV service of VNPT. The purposes of this study are to identify the level of customer satisfaction of MyTV service of VNPT and measure factors affecting the customer satisfaction. Then, base on that, some recommendations are put forward to help VNPT improve the quality of MyTV service in order to enhance the satisfaction level of current customers and attract new users. The study is conducted in Nghe An Province with 150 survey questionnaires spreading out to 150 MyTV‟s subscribes of VNPT Nghe An. The questionnaires are collected, analyzed using statistical and economical techniques in order to find the most accurate results and suggest VNPT to do the right actions. www.ThiNganHang.com S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang 6
Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang LIST OF FIGURES Figures Title Page Figure 2.1 Attributes in Kano model 15 Figure 2.2 Five Gaps in SERVQUAL model 16 Figure 2.3 Components of transaction-specific evaluations 18 Figure 2.4 Components of global evaluations 19 Figure 2.5 Vietnam customer satisfaction index model 21 Figure 4.1 VNPT Nghe An‟s organizational structure 36 www.ThiNganHang.com S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang 7
Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang LIST OF TABLES Tables Title Page Table 4.1 Rule for describing internal consistency using Cronbach's alpha 38 Table 4.2 Cronbach‟s alpha of “Reliability” 38 Table 4.3 Cronbach‟s alpha of “Assurance” 39 Table 4.4 Means of aspects in factor “Assurance” 39 Table 4.5 Aspects summary in factor “Assurance” 40 Table 4.6 Cronbach‟s alpha of “Tangibles” 40 Table 4.7 Cronbach‟s alpha of “Empathy” 40 Table 4.8 Means of aspects in factor “Empathy” 41 Table 4.9 Aspects summary in factor “Empathy” 41 Table 4.10 Cronbach‟s alpha of “Responsiveness” 42 Table 4.11 Means of aspects in factor “Responsiveness” 43 Table 4.12 Aspects summary in factor “Responsiveness” 43 Table 4.13 Cronbach‟s alpha of “Price” 43 Table 4.14 Means of aspects in factor “Price” 44 Table 4.15 Aspects summary in factor “Price” 45 Table 4.16 Cronbach‟s alpha of “Television Quality” 45 Table 4.17 Means of aspects in factor “Television Quality” 45 Table 4.18 Aspects summary in factor “Television Quality” 46 Table 4.19 Correlations in “Customer Satisfaction” 48 Table 4.20 Correlations in “Assurance” 49 www.ThiNganHang.com S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang 8
Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang Table 4.21 Correlations in “Empathy” 51 Table 4.22 Correlations in “Responsiveness” 52 Table 4.23 Correlations in “Price” 54 Table 4.24 Correlations in “Television Quality” 55 Table 4.25 Coefficient of determination R2 57 Table 4.26 F-test 57 Table 4.27 Regression coefficients and t-test 58 www.ThiNganHang.com S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang 9
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