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Thai Nguyen University Socialist Republic of Vietnam Southern Luzon State University Republic of Philippines PERCEIVED SERVICE PERFORMANCE AND PROSPECTS DEVELOPMENT OF VNPT TELECOMMUNICATIONS IN THAI NGUYEN, VIETNAM A Dissertation Presented to the Faculty of Graduate School of Southern Luzon State University, Philippines and Thai Nguyen University, S.R. Vietnam In Partial Fulfillment of the Requirements for the Degree Doctor in Business Administration NGUYEN PHUONG THAO (CANDY) August 2013 APPROVAL SHEET iii DEDICATION This piece of work is dedicated To My Family iv ACKNOWLEDGMENT The researcher wishes to extend her most sincere gratitude to the following people who made this piece of work a reality. Dr. Cecilia N. Gascon, President of Southern Luzon State University, Republic of the Philippines, who made possible the linkage with Thai Nguyen University and the offering of Doctor of Business Administration, through the ITC-TUAF; Dr. Dang Kim Vui, the President of Thai Nguyen University, who made the linkage with Southern Luzon State University, Republic of the Philippines and the offering of Doctor of Business Administration, through the ITC-TUAF; Dr. Alice T. Valerio, for her support and supervision throughout my graduate study program. Her kindness and daily instructions in the last three years are greatly appreciated and this dissertation is as much her work as mine; Prof. Nordelina Ilano, Director, Office for International Affairs of URS for her support to the DBA1 students; Dr. Tran Thanh Van, the Dean of the Graduate School of Thai Nguyen University, for his assistance and encouragement to pursue this study; Dr. Dang Xuan Binh, the Director of International Training Center, for his assistance and encouragement to pursue this study; Dr. Nguyen Thanh Hai, the Vice Director of International Training Center, for his assistance and encouragement to pursue this study as DBA Class Manager; To all the SLSU and TNU Professors, for their support and guidance extended throughout the graduate studies in Thai Nguyen University, Vietnam; To his ever dearest friends for their kindness and remarkable support; To his family, for their support, encouragement for being the sources of greatest inspiration, which made his career a success. v ABSTRACT In Vietnam's intensifying telecommunication service market today, satisfying customers is only the baseline and may not be sufficient for survival for mobile phone service providers. Management should focus on gaining customer loyalty by enhancing customer perceptions of service quality and increasing as perceived by the consumer value. To do that, it is necessary for them to figure out the relationships and impacts of service quality, customer value, customer satisfaction, corporate image and customer loyalty. This research focused on evaluating the service performance of telecommunications services by employees and customers in VNPT in terms of services, place, price, promotion, people and position. This research also sought to assess the prospect of VNPT Thai Nguyen in terms of management capacity, human resource, service attitude, marketing and material facilities. Based on the assessments, proposing recommendations to improve the quality of activities and prospect of resources of VNPT Thai Nguyen . All ratings for VNPT in Thai Nguyen are collected opinions of Telecommunications Director of Thai Nguyen, the employees, Deputy Sales Rooms, as well as transaction services for customers, and especially survey of customers using the services of VNPT. The service performance of VNPT in Thai Nguyen province is reflected through the perceived products and services, places, price, promotion, people and position. For the overall mean for both employees and customers respondents show similarity on their perception on the position status of the company in terms of the six components with the overall obtained mean of 3.81 and 3.66 both rated as very good. For the overall mean for both manager and employee respondents, vi there is similarity on their perception on the prospects in terms of the five areas as shown in the obtained mean of 4.10 and 4.16 both rated as very good. But about the order reviews of these factors is different. It is recommended that VNPT in Thai Nguyen province should focus on opening course training staff security, and wireless computer maintenance skills to motivate work, team work skills and communication skills. Continue to promote the exploitation of Internet and mobile phones, in addition to developing network services Hold training on customer relationship management skills and the purchase of software for customer relationship management for marketing. Maintain giving gifts to customers to congratulate customers on their birthdays or major holidays. This will help customers feel special and be concerned about how the customers are treated. vii TABLE OF CONTENTS TITLE PAGE Page APPROVAL SHEET . ii DEDICATION . iii ACKNOWLEDGMENT iv ABSTRACT .v TABLE OF CONTENTS vii LIST OF TABLES . ix LIST OF FIGURES . xi CHAPTER 1 INTRODUCTION………………………………………………………………1 Background of the Study .6 Statement of the Problem 7 Objective of the Study 9 Hypothesis of the Study 10 Significance of the Study 11 Scope and Limitation of the Study 11 Definition of Terms .11 2 REVIEW OF RELATED LITERATURE AND STUDIES . . . . . . . . . . . . . . 14 Related Literature 14 Related Studies 20 Conceptual Framework .30 3 RESEARCH METHODOLOGY… ………32 Locale of the Study .32 viii Population, Samples and Sampling Techniques .32 Research Instruments 33 Data Gathering Procedures .34 Statistical Treatment .34 4 PRESENTATION ANALYSIS AND INTERPRETATION OF DATA… 36 5 SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS.73 Summary of Findings .73 Conclusions .79 Recommendations .80 BIBLIOGRAPHY 89 APPENDIX .92 QUESTIONNAIRE .94 CURRICULUM VITAE 106 ix LIST OF TABLES Table Page 1 Personal profile of respondents 39 2 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Status of the Company in Terms of Products and Services 40 3 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Status of the Company in Terms of Place 43 4 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two groups of Respondents on the Status of the Company in terms of the Price 45 5 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Company Status in Terms of Promotion 47 6 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Company Status in terms of People 49 7 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Company in Terms of Position 53 8 Composite Table on the Status of the Company as Evaluated by the Two Groups of Respondents in Terms of the Six Areas 55 9 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Prospect of the Company in Terms of Management Capacity 56 10 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Prospect of the Company in Terms of Human Resource 58 11 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Prospect of the Company in Terms of Service attitude 60 12 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Prospect of the Company in Terms of Marketing 62 x 13 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Prospect of the Company in terms of Material Facilities 66 14 Composite Table of the Computed Mean, Verbal Interpretation and Rank Distribution on the Prospect of the Company as Evaluated by the Two Groups of Respondents in terms of the Five Areas 67 15 Mean, Standard Deviation, and Correlated T-Test on the Assessment of the Two Groups of Respondents as to the services performance of the Company in Terms of Area with respect to the Different Criteria 69 16 Mean, Standard Deviation, and Correlated T-Test on the assessment of the Two Groups of Respondents as to the Prospect of the Company in Terms of Areas with respect to the Different Criteria 70