| Summary: | 碩士 === 雲林科技大學 === 企業管理系碩士班 === 96 === Abstract
In recent years, the competition in the Vietnamese mobile phone service industry has been strongly intensive. The service quality played an important role and significantly affected customer satisfaction and customer loyalty. The customer satisfaction was difficult because of the diversity of services and the customer segments exist. In this study, mobile phone users in Hanoi city were chosen as samples for the research. Totally, we sent 250 questionnaires; 168 received responses were valid, respond rate was 78%.
Firstly, we used factor analysis to find out constituents of service quality and customer satisfaction. Service quality was formed by five factors including customer service, technical quality, pricing policy, staff competence, and signal coverage. Meanwhile, customer satisfaction included two distinct elements: service satisfaction and technical satisfaction. These findings brought an easy way to analyze the effects of service quality on customer satisfaction, and customer satisfaction on customer loyalty. We applied regression analysis to research the relationships between constructs. The results showed that service quality positively affected customer satisfaction; and customer satisfaction positively impacted customer loyalty. This study also indicated that technical quality had a key role in customer satisfaction and customer loyalty; the prominent and complete penetration role of technical-side in this study stated its importance. Besides, customer service and price of service were indispensable elements and contributed significantly to customer satisfaction.
We believed that the findings of this study will bring managerial implications for service providers. Service providers should focus on improving technical quality since it directly impact on the customer satisfaction. Besides, other elements like customer service and pricing policy also contribute significantly to the success; so service providers need to grasp the customers’ demand to give the best service to customers.
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