Khóa luận - A study on customer satisfaction of MyTV service of VNPT

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

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

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