Facebook: @ www.facebook.com/ S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang 1 GRADUATION THESIS Major: International Business Administration A STUDY ON CUSTOMER SATISFACTION OF MYTV SERVICE OF VNPT Facebook: @ www.facebook.com/ S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang 2 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 Facebook: @ www.facebook.com/ S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang 3 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 .................................................................................

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