Factors affecting Customer Satisfaction in GR Satake Vietnam Company: Masters thesis of Business Administration

MEIHO UNIVERSITY

Graduate Institute of Business and Management

MASTERS THESIS

Factors affecting Customer Satisfaction

in GR Satake Vietnam Company

In partial fulfillment of the requirements for the degree of

Masters of Business Administration

Advisor: Dr. Kuo-Hung Tseng

Co-advisor: Dr. Pham Xuan Giang

Graduate Student: Ngo Thanh Tuan

December, 2010

I

ACKNOWLEDGEMENTS

First, I would like to express my gratitude to the Board of management of Ho Chi

Minh City University of industry and Meiho University, Taiwan who has enablled me to

participate in Master programs, Graduate Institute of Business and Management in the

past two years.

I feel thankful to Prof. & Dr. Kuo-Hung Tseng, Chair of College of Business and

Management, Meiho University, Taiwan. Although I’m very busy with daily work but my

advisor and guiding professors cared about, supported and encouraged me very much

from the first step to identify the title,.write draft of the fundamental, find references,

design, revise the draft of the thesis.

I express heartfelt thank to the other professors and teachers who haved joined

teaching and making task of administration and have created good condition for me to

complete this training program.

To thank teachers, lecturers of Postgraduate Program, Department of Business

Administration, Ho Chi Minh City University of Industry and my EMBA2 classmates.

Sincerely thank you.

II

Factors affecting Customer Satisfaction

in GR Satake Vietnam Company

ABSTRACT

In recent years, the processing industry and rice export of Vietnam have grown

constantly and become one of the largest rice exports in the world. Annual export volume

of this country is more than 3 million tons/year. The most notable is the output of rice

exports of Vietnam in 2009, which was over 6 million tons. However, export volume has

increased but export prices do not increase and neither is the quality of rice exports of this

country. This situation is worse than the countries in the region, especially such as

Thailand and Cambodia.

The companies which supply the machines for processing and rice millers in

Vietnam, has striked the Satake MTV Engineering Limited Liability Company(GRSV for

short) with the machinery provided by Japanese Satake corporations and the financial

support from the GR corporation of Hong Kong. It is supported that, the GRSV Company

has gradually developed and dominated the market. In three years of establishment, the

company's main product is the color separation machine (optical sorter) received the trust

of the great majority of the large rice processing plant in the whole country. Revenue in

2009 was estimated at 4 million USD and this is not a small achievement for a company

just entering the Vietnam market.

The purpose of this thesis was to assess customer’s satisfaction with the GRSV

company after a period use of products supplied by the GRSV company. Thereby, the

researcher measured customer’s satisfaction on the products supplied by the company.

Results showed that there were six factors including: product quality and price,

the tangible and convenience, reliability, empathy, competence and trustworthiness of the

company, availability and customer’s feedback

.

III

Factors affecting Customer Satisfaction

in GR Satake Vietnam Company

Contents

ACKNOWLEDGEMENTS.......................................................................................................I

ABSTRACT..............................................................................................................................II

Contents .................................................................................................................................. III

Tables....................................................................................................................................... V

Figures..................................................................................................................................... VI

Chapter1 Introduction ............................................................................................................... 1

1.1 Introduce Satake Group, GR Engineering Ld Group and GR Satake Vietnam

Company ....................................................................................................................... 1

1.1.1 Satake group........................................................................................................... 1

1.1.2 GR Engineering Ld group (Hong Kong). .............................................................. 3

1.1.3 GR Satake VietNam company - the technology company with limited

responsibility......................................................................................................... 3

1.1.4 The main products of company.............................................................................. 4

1.2 Research Background and Research Motivation .......................................................... 4

1.3 Research Purpose .......................................................................................................... 6

1.4 Research Outcome ........................................................................................................ 7

1.5 Subjects of Study .......................................................................................................... 7

1.6 Layout of Thesis: the Thesis is divided into 5 Chapters............................................... 7

1.7 List of Abbreviations .................................................................................................... 8

Chapter 2 Literature Review..................................................................................................... 9

2.1 Definition of Customer Satisfaction and Why Must Make Customers Satisfy ............ 9

2.1.1 Definition of customer satisfaction........................................................................ 9

2.1.2 Why do customer satisfy........................................................................................ 9

2.1.3 The necessity of measuring demand and customer satisfaction. ......................... 10

2.1.4 Model of customer’s satisfaction in services....................................................... 11

2.2 Theories and Models of Satisfaction........................................................................... 12

2.2.1 Definition. ............................................................................................................ 12

2.2.2 Some models of customer satisfaction................................................................. 13

2.3 Building a Research Model......................................................................................... 19