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Determinants of customer satisfaction - Case study Sun Wah Tower
Nội dung xem thử
Mô tả chi tiết
TRÖÔØNG ÑAÏI HOÏC MÔÛ TP. HCM UNIVERSITEÙ LIBRE DE BRUXELLES
HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOL
MBAVB
DO THI THANH VAN
DETERMINANTS OF CUSTOMER SATISFACTION
Case study: Sun Wah Tower
MASTER PROJECT
MASTER IN BUSINESS ADMINISTRATION
(PART-TIME)
Advisor: Dr. NGUYEN VAN PHUC
Ho Chi Minh City
(2010)
i
ACKNOWLEDGEMENTS OF COMMITMENT
I would like to commit that I have prepared and conducted this research, “Determinants of Customer Satisfaction – Case Study: Sun Wah Tower”, as the
final project of MBAVB program.
Ho Chi Minh City, February 18, 2011
DO THI THANH VAN
ii
ACKNOWLEDGEMENTS
The undersigned would like to acknowledge the great patience,
understanding and assistance of several people who made this project possible. A special thanks is extended to Dr. Nguyen Van Phuc for his valuable guidance,
challenging comments and continuous encouragement throughout the study. I
would also like to thank Professor Michele Allete of Solvay University in
Belgium, Dr. Tran Anh Tuan, the program coordinator, all of Professors and the
two coordinators: Mr. Serge Bywalski and Ms. Bui Phan Bao Tran for their hard
work and commitment to the program.
I would like to acknowledge Mr. Lo Kwok Luen, General Director, Mr. Ryan Lower, Property Manager, and all colleagues of Sun Wah Management
team for their commitment and support me to carry out the research, create
advantageous conditions for me to study and complete this project.
Finally, I’d like to mention the support and encouragement of my family, whose patient love enabled me to complete this work.
Ho Chi Minh City, February 18, 2011
DO THI THANH VAN
iii
COMPANY’S COMMENTS
First of all I would like to show my appreciation to our Ms. Thanh Van for
bringing the idea to conduct a research about service quality to investigate
Customer Satisfaction of tenants in Sun Wah Building to my attention.
The research presents the knowledge about service quality, customer
satisfaction and what determinants of service quality impact customer
satisfaction. Through this research we have discovered what our tenants’
expectations put on us and have notified what we need to improve to meet the
demands of our tenants in the building. That inspires all of our staffs to try their
best to make Sun Wah Tower the best service provider in the office building
market.
This research is served as an asset of Sun Wah Management Office for
further study about customer satisfaction. Again, we appreciate her hard work,
her practical recommendations and we sincerely thank her for this work.
Ho Chi Minh City, February 18, 2011
RYAN LOWER
Property Manager
Sun Wah Tower
iv
Advisor’s Comments
The project is to find out determinants of customer satisfaction in the case of Sun
Wah tower. Customer satisfaction is very important in office building industry
given the fact that there is strong competition in this industry in Ho Chi Minh
City now. It plays a vital role in sales that ultimately determines profitability of
firms. The aim of the project is to answer the question what are determinants of
customer satisfaction in this industry. The strengths of the project are as follows:
It is well organised.
Literature review is comprehensive. It reviews theories on customer
satisfaction and service quality. Based on this, it proposes the model for
quatitative analysis. The model has five explanatory variables: Tangibles,
Reliability, Responsiveness, Assurance, Empathy. The hypotheses are that
all these variables have positive influence on customer satisfaction. This
model is quite standard in this field.
The methodology includes descriptive statistics and regression.
Sample size is large enough for regression.
The main contribution is the results of the regression model. The findings
indicate that there are three independent variables which are statistically
significant. These findings are sound. R-squared (0.69) is quite good. However, there are two variables which are not significant.
The weaknesses of the project are as follows:
Literature review is quite standard. There is no elaborate theory on office
building.
There is lack of review of previous empirical studies.
Chapter 4 depends too much on CB Richards Ellis. It is not well connected
to the whole project.
The results of the regression model have two insignificant independent
variables.
Recommendations at the end of the project should be more elaborate.
In general, the thesis is well written although there are some limitations as
the student admitted at the end of the thesis. Based on the above performance, I recommend the thesis for acceptance
of public defense.
Dr. Nguyen Van Phuc
v
COMMENTS OF ASSESSING PROFESSOR
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DETERMINANTS OF CUSTOMER SATISFACTION
Case study: Sun Wah Tower
TABLE OF CONTENTS
List of abbreviation x
List of charts xi
List of figures xii
List of tables xiii
Abstract xiv
CHAPTER 1 - INTRODUCTION
1.1 Problem statement 1
1.2 Introduction of Sun Wah Tower 2
1.3 Research objectives 4
1.4 Scope of the study 4
1.5 Methodology 5
1.6 Organization of the project 5
CHAPTER 2 – LITERATURE REVIEW
2.1 Service and products 7
2.2 Understanding Customer Satisfaction 8
2.3 Customer’s expectations 9
2.4 Customer satisfaction 11
2.4.1 Customer perceived value (CPV) 12
2.4.2 Total customer satisfaction 12
2.5 Customer Satisfaction Models 13
2.5.1 Kano model of Customer Satisfaction 13
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2.5.2 American Customer Satisfaction Index (ACSI) 15
2.6 Customer Satisfaction diagram 17
2.7 Service quality 18
2.7.1 Service quality definition 18
2.7.2 Gap model of service quality 19
2.7.3 Service quality measurement – SERQUAL 23
2.8 The important of factors 29
2.8.1 Impact of factors 30
2.9 Suggested research model and form hypothesis 31
2.9.1 Proposal of study model 31
2.9.2 Initial hypotheses 32
CHAPTER 3 – RESEARCH DESIGN
3.1 Designing the research 33
3.1.1 Qualitative research 34
3.1.2 Quantitative research 35
3.2 Official research 35
3.2.1 Dimensions measuring building services 35
3.2.2 Summary variables 38
3.3 Research sample 38
3.4 Sampling method 38
3.5 Size of sample 39
CHAPTER 4 –OVERVIEW OF BUILDING MARKET IN HCMC
4.1 Market Overview 40
4.2 Supply 41
4.3 Rents 42
4.4 Vacancy 43