RESEARCH PROJECT (BMBR5103) ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND STUDENT’S FULL NAME : TRAN KIM NGAN STUDENT ID : 023636470 INTAKE : March, 2013 ADVISOR’S NAME & TITLE : Dr. PHAN DINH NGUYEN September, 2014 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND Advisor’s assessment Advisor’s signature ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND ABSTRACT I hereby declare that this is my own research. The data the essays are honest, by the authors collected and analyzed. Content quote specify the origin leads them. These data and the results of the thesis is true and never been published in any other scientific work. In the course of researching this subject the author has been the help of a many friends, teachers, and organizations and individuals. Through this thesis, I first would like to thank sincerely and expressed deep appreciation to the Management Board of the University of Nha Trang, Chairman of the Board Department of Economics, and all my colleagues, research methods during learning Research Business Method. I would like to express my deep thanks Dr. Phan Dinh Nguyen, has helped me to implement the project with enthusiasm love and full responsibility of a teacher. All my classmates provide documents, and the contribution invaluable in the process of researching the subject. Sincere thank you to the team, who were closely K08A class Left to me during the course and practical advice to successfully completed the course. I also did not forget to thank the collaborators, the friends helped interview, coding, data entry and data verification. Please send my heartfelt thanks to family and relatives were of great help during the process of learning and scientific research. ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND CONTENTS CHAPTER OVERVIEW 1.1 Introduction .1 1.2 The necessity of the subject 1.3 Objectives of the study 1.4 Methodology and scope of research .4 1.5 Practical significance of the subject .4 1.6 Introduction briefly about amusement parks Vinpearl Land, Nha Trang. .4 1.7 Structure research .9 CHAPTER BASE MODEL THEORY AND RESEARCH .10 2.1 Introduction .10 2.2 Quality of Service 10 2.2.1 Definition .10 2.2.2 Characteristics of services 11 2.2.3 The perceived gap in service quality .11 2.2.4 Quality of Service Measurement .13 2.3 The customer satisfaction 15 2.4 Service quality and customer satisfaction .15 2.5 The relevant research. .17 2.6 Research model and hypotheses .18 CHAPTER METHODOLOGY 21 3.1 Introduction .21 3.2 Study Design .21 3.3 Adjustment Scale .23 3.3.1 Measuring service quality SERVQUAL .23 3.3.2 Measure customer satisfaction 28 3.4 Official Research .28 3.5 Summary 29 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND CHAPTER FINDINGS 30 4.1 Introduction .30 4.2 Description of the sample 30 4.3 Clean Data 31 4.4 Preliminary Assessment Scale 32 4.5 Cronbach alpha reliability coefficient .33 4.5.1 Scale factors affecting users .33 4.5.1.1 rating scales into the "trusted" .33 4.5.1.2 Rating scale components "meet" 33 4.5.1.3 Rating scales into the "ability to serve" .34 4.5.1.4 Rating scale components "sympathetic" .34 4.5.1.5 Rating scale components "tangible medium" .34 4.5.1.6 Rating scale component "cost" .35 4.5.2 Scale of customer satisfaction 35 4.6 Factor Analysis EFA discovery 36 4.6.1 Scale components affecting customer satisfaction .37 4.6.2 Scale of customer satisfaction 42 4.7 Adjusting the research model .42 4.8 Implement testing 44 4.8.1 Analysis of correlation and linear regression .44 4.8.1.1 Consider the matrix correlation coefficient (r) .44 4.8.1.2 Inspection of models and hypotheses .44 4.8.2 Inspection of non-parametric Kruskal - Wallis and testing Bonferroni .51 4.8.2.1 Descriptive Statistics for Likert scale scales drawn from the 51 4.8.2.2 Testing .55 4.9 Summary 57 CHAPTER CONCLUSIONS AND RECOMMENDATIONS 59 5.1 Introduction .59 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND 5.2 Research Results 59 5.2.1 The measurement model 59 5.2.2 Theoretical Models .61 5.3 Recommendation .61 5.3.1 Solutions for "tangible medium" 62 5.3.2 Solutions for "ability to serve" 62 5.3.3 Solutions for "image" .62 5.3.4 Solutions to the 'cost' 63 5.3.5 Solutions for "trust" .63 5.3.6 Solutions for "empathy" 63 5.4 Limitations of the study and directions for further research 64 REFERENCES 65 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND CHAPTER OVERVIEW 1.1 Introduction The service sector is increasingly demonstrating an important role in the development of the country. Along with the integration process and the structural shift of the world economy, the value of the services sector increasingly large proportion of the total domestic product (GDP) of each country. In our country, the service industry is constantly evolving and demonstrates the role important role in the development of the economy in general, which is expressed in the expansion of the service sector especially in the context of economic integration and development International - commercial, alongside traditional services such as transport, postal and security insurance . is the form of new services such as finance, telecommunications, science - technology, advertising, investment advisory, legal, entertainment . has really put into service important economic sector in the overall development of the economy of our country. Location and the role of services is also reflected in the growing number of sectors international business involved more services. Realizing the importance of service, academic researchers around the world has focused on this area since the early 1980s (eg Grönroos 1984). In Vietnam South, the income of consumers increasingly demand improved for fun entertainment which also increase. This will not only be most keenly felt in the major cities such as Ho Chi Minh City, Hanoi, Da Nang, Vung Tau, but also both Nha Trang. At Nha Trang, there are now a lot of entertainment as Vinpearl Land, Wonderpark, Phu Dong Park, Diamond Bay, Suoi Hoa Lan, . current resorts, amusement parks has been invested in upgrading expansion project to add more fun, exciting new entertainment to attract more domestic and foreign tourists come here. When amusement parks development, Vietnam consumers increasingly have the opportunity to choose where to be able to satisfy your needs best, and they also becoming more demanding by requiring higher specific manner service personnel and equipment of the amusement parks. Therefore, to create Customer satisfaction for amusement parks to constantly improve the quality Page ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND service to keep old customers and attract new customers. Then a The big question: Where is the element of this type of service thrives how can we measure this satisfaction? To answer the questions, many researchers around the world have focused on the agreed chronic customer, quality research services and find out the scale, the indices help companies measure and to better meet customer needs. Normally for tangible products, the consumers easily measured and evaluate the quality of the product is quite easy because based on shape product design, packaging color . In other words, consumers can touch, smell, look or taste before you buy. But for an evaluation service quality of its products is more difficult because the production and consumption occur simultaneously. According to marketing theory, the services of the particular services and nature helps us discern the tangible product. That is: Invisibility: most services are considered intangible products. Services can not touch or grasp, no specific shape such as a product. Heterogeneity: the service is not stable, because it depends on the implementation, timing and location of such services. Calculate the integral: services are usually produced and consumed simultaneously. If service is performed by a person who is providing the service department. Both the supplier and the customer will affect the results of that service. Parasuraman & CTG (1985) off-line study of service quality and many researchers to be fairly comprehensive. The researchers made scale consists of five components, which are (1) the reliability, (2) the ability to meet, (3) level of empathy, (4) the ability to serve, (5) Tangible means and is referred to as SERVQUAL scale (Parasuraman & CTG 1994). The scale is SERVQUAL key tool in marketing services to assess quality. Parasuraman & CTG (1994) have continuous scale testing and reviewing different theories, and for that SERVQUAL scale is achieved reliability and value and can be applied in a the different services. However, numerous studies have demonstrated that components of service quality varies from different backgrounds such as services, markets, etc (eg Bakakus & BOLLER 1992, Behara & CTG. 2002). 1.2 The necessity of the subject We know that services account for a large proportion of the economy our country. Page ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND Especially in recent years in sectors such as tourism, recreation, resort, . the more is invested thrive typical provincial city such as HCMC, Hanoi, Nha Trang, Da Nang, Quang Ninh, this development .confirmed that the tourism potential of the country is very large. The reality of tourism are now leaving the visitors only once and only to one or to select a other countries to come, so enough to show that the quality of services in this sector is is a very urgent problem requiring managers of businesses businesses in the service sector should have remedies to please the tourists coming here. Nha Trang is a very attractive destination for tourists. Only in Spain Page has nearly 10 amusement parks and tourist resorts to choose from. And a destination that can not be ignored amusement parks Vinpearl land, where was chosen as many events held in the country and the largest annual international tourists coming very crowded, especially in the tourist season. For a number of tourists every great year so surely they feel satisfied with the quality of our services here? So What factors make the customer feel happy in this VCGT area? And why a of visitors to a time and will not come back? What makes customers feel dissatisfied with VCGT this area? From the above reasons I decided to choose the theme: "Assessing satisfaction customers about service quality entertainment at the Vinpearl Land ". 1.3 Objectives of the study As presented, the model SERVQUAL scale has been tested in many markets and many different countries. However, many research results for see the quality of service, quality models and quality scales instead differ by country and each type of service. In our country the study of nature quality service and customer satisfaction is not much, even in the stub. More In addition, the measure has not achieved high reliability for scientific research This behavior is often directly measure the latent variables instead of variables related surveys to measure the latent variables. For the reasons stated above concerns, this study aims to explore the part of a service quality and measure them at amusement parks Vinpearl Land. Specifically: Assess the level of customer satisfaction with service quality in the entertainment Identify the factors affecting customer satisfaction of the quality services at amusement parks Proposed measures Page ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND to improve service quality at amusement parks in the future. 1.4 Methodology and scope of research This theme focused on the factors that impact on satisfaction clients in the entertainment and comply with two key steps: research preliminary and formal study. Preliminary studies were carried out by qualitative techniques. Technical focus group discussions were used in the study and it is used to explore the factors affecting customer satisfaction added goods and scale theory of the impact factor of satisfaction customers and then building models and formal research to make false theoretical research. Research is done formally through direct interview techniques to clients in the entertainment, particularly in the entertainment Vinpearl Land with a sample size of 180 domestic tourists. This study aimed to purpose of inspection and measuring scale model theory. The scale is calibrated Preliminary reliability with Cronbach alpha coefficient and factor analysis to discover and distribution multiple linear regression analysis through processing software SPSS statistics to assessment scale model testing and research. 1.5 Practical significance of the subject Given the increasingly complex and severe competition in the market service marketers seek to improve the quality of services themselves. For the purpose of assessing customer satisfaction with quality services and to identify factors affecting customer satisfaction in the entertainment, the results of this research will directly help the business units and management travel services Vietnam grasp the factors of service quality services greatly affect customer satisfaction. Since then, the business unit get a more comprehensive view of service quality, better concentration in accounting plans to improve service quality and resource allocation, as well as stimulating staff to improve service quality. On this basis, the business unit recreation areas will gradually created customer loyalty – background basis for competitive advantage. Finally, this study could be the reference for students of marketing and business management theory and quality of service satisfaction customers. 1.6 Introduction briefly about amusement parks Vinpearl Land, Nha Trang. Page ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND Page 73 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND Page 74 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND Page 75 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND Page 76 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND Page 77 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND Page 78 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND Page 79 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND Page 80 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND Page 81 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND Page 82 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND Page 83 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND Page 84 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND Page 85 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND Page 86 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND Page 87 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND Page 88 [...]... emotional nature of the Page 15 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND customer responded with their experiences with a product product or service Normally the service business is often said that the quality of services The main service is the level of customer satisfaction However, many studies show that service quality and customer satisfaction are two concepts assigned... by customer service appreciation or lower the level of customer satisfaction has increased or decreased H6: Customer comment on the appropriateness of the price the higher the level of service their satisfaction with services increasing 2.7 Summary Service quality is dependent on the distance between the expected level of customers with a level of service and their perception of the service Service quality. .. recreation in the City The results of this study provide a model scale and quality of services performed theoretical model the relationship between components of quality service and satisfaction levels Page 17 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND Figure 2.3 Model of service quality and customer satisfaction in the outdoor recreation in the City (Source: Nguyen... the satisfaction of the consumer in the consumer product or service services Because it meets their expectations, including the level of response the expected level and below the desired level 2.4 Service quality and customer satisfaction There are many different views about the level of customer satisfaction (Oliver 1997) Bachelet (1995: 81) defines customer satisfaction as a response emotional nature... quality of service, they will be satisfied with services and vice versa, when customers perceived service quality is low, they dissatisfied Theoretical model is presented in Figure 2.1 shows the relationship between components of service quality as well as the ability to explain parts of the This part of customer satisfaction Page 16 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND. .. 2000) Customer satisfaction is a general concept general, say their satisfaction with the consumption of a service Meanwhile, the quality services focused on specific components of the service (Zeithaml & Bitner 2000) Quality services related to the service provider, and the agreement Chronic appear only after the customer has used the service So, when customers use of services and perceived higher quality. .. ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND CHAPTER 3 METHODOLOGY 3.1 Introduction Chapter 2 presents the theory of the service quality and SERVQUAL scale the quality of service Proposed theoretical models to study the relationship between the components of service quality to customer satisfaction is built together with the theory In chapter 3, the author would like to... ownership Figure Satisfaction 2.6 Research model and hypotheses In the field of business services, the quality of service is a factor important a strong impact on customer satisfaction One of the scales measuring service quality is widely accepted SERVQUAL scale is was created in the mid-1980s by Parasuraman This is a Page 18 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND measurement... general concept, said to the satisfaction their services to consumers Meanwhile, the quality of services focused on Specific components of the service (Zeithaml & Bitner 2000) Therefore, the study This research, customer satisfaction measured by overall level of satisfaction for general customer service The scale of customer satisfaction used in this study is based based on measurements of Hayes (1994), including... quality what is important to the quality of service and voice functions they are How is served However, perhaps Parasuraman & CTG (1985, 1988) are the pioneers in service quality research in a specific market and cost information According to Parasuraman & CTG for that Page 10 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND service quality is the assessment Comprehensive attitude . equipment of the amusement parks. Therefore, to create Customer satisfaction for amusement parks to constantly improve the quality ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL. demand fluctuates too much of the service. There times of ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND Page 13 high demand for services as the company could. Measuring service quality SERVQUAL 23 3.3.2 Measure customer satisfaction 28 3.4 Official Research 28 3.5 Summary 29 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND