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Factors influencing customer satisfaction on using BAEMIN services in the current market, 2021
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Mô tả chi tiết
MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM
BANKING UNIVERSITY OF HO CHI MINH CITY
NGUYEN HOANG THONG
FACTORS INFLUENCING CUSTOMER
SATISFACTION ON USING BAEMIN SERVICES IN
THE CURRENT MARKET
GRADUATE THESIS PROPOSAL
MAJOR: BUSINESS ADMINISTRATION
HO CHI MINH CITY, 2021
MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM
BANKING UNIVERSITY OF HO CHI MINH CITY
NGUYEN HOANG THONG
FACTORS INFLUENCING CUSTOMER
SATISFACTION ON USING BAEMIN SERVICES IN
THE CURRENT MARKET: THE CASE STUDY ON
STUDENTS IN HO CHI MINH CITY
GRADUATE THESIS
MAJOR: BUSINESS ADMINISTRATION
SUPERVISOR
PHAM HUONG DIEN, Ph.D
HO CHI MINH CITY, 2021
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SUPERVISOR’S COMMENT
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Supervisor
PHAM HUONG DIEN
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DECLARATION
I declare that the thesis “Factors influencing customer satisfaction on using
BAEMIN services in the current market” is the result of my own research process.
Except for references from other research works as stated in the thesis, the survey
data and the results of the thesis are honest and not yet published in any research
work before.
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ACKNOWLEDGE
This thesis is the author’s own work, the research results are honest, in which no
previously published content or content done by others except for cited quotes in
the thesis.
During my thesis time, I got loads of backings and supportive gestures from
numerous people. This thesis would not have been accomplished without those
valuable input, support, counsel, and advice.
First and foremost, I would like to express my deepest acknowledge to my advisor
– Dr. Pham Huong Dien – lecturer at Banking University of Ho Chi Minh City –
for her unbelievable and unreserved help, valuable advice and recommendation.
Thank for her effort and wide knowledge to make my topic possible, her
suggestions, direction and advices are always highly appreciated and greatly
contributing to the success of this thesis.
I would also like to express my sincere appreciation to the professors and lecturers
for their guidance during my academic years at the University of Banking. The
knowledge and skills that I have learned, have assisted me in the completing of this
thesis.
Last but not least, honestly the most supported ones are my family and my friends.
Words fail me to express my thankfulness for my parents for their endless love. To
all the above, and so many more, I just simply want to say again “Thank you for
all your encouragement, support, and love”.
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ABSTRACT
This study aims to identify and evaluate the factors affecting customer satisfaction
when using online food ordering service in Ho Chi Minh City. Based on the theory
of customer satisfaction, theory of service and previous studies, this research is
carried out through 2 methods: qualitative and quantitative research. The
qualitative method aims to complete the measurement scales and the quantitative
method with tools such as descriptive statistics, Cronbach's Alpha, EFA and
regression. Results from analyzing data collected from 200 observationresearch
sample in Ho Chi Minh City show that customer satisfaction when using BAEMIN
online food ordering service is influenced by subjective Variety of food, Customer
service, Type of promotion, and Perceived price. The study also provides
implications for the managers of the online ordering businesses to enhance their
customers’ satisfaction. The study has certain limitations in terms of survey
methods and sample size, so the validity of the study may be affected. That can be
improved in the proposed future studies.
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TABLE OF CONTENT
CHAPTER 1: INTRODUCTION.....................................................................................1
1.1 Reason for choosing the topic ......................................................................................1
1.2 Research objectives and questions...............................................................................2
1.2.1 General objectives.................................................................................................2
1.2.2 Detailed objectives................................................................................................2
1.2.3 Research questions................................................................................................2
1.3 Research scopes and subjects ......................................................................................2
1.3.1 Research subjects..................................................................................................2
1.3.2 Research scope......................................................................................................2
1.4 Research methods ........................................................................................................3
1.5 Contribution..................................................................................................................4
1.6 Thesis structure.............................................................................................................4
CHAPTER 2: LITERATURE REVIEW..........................................................................6
2.1 Important Concepts......................................................................................................6
2.1.1 Concepts of customer satisfaction ........................................................................6
2.1.2 Concept of Service.................................................................................................8
2.1.3 Concept of Service quality.....................................................................................8
2.1.4 The concepts of competition and pricing..............................................................9
2.2 Theoretical models on customer satisfaction ............................................................11
2.2.1 Teboul’s model (1991).........................................................................................11
2.2.2 Zeithaml & Bitner's model of customer perception of quality and satisfaction.12
2.3 Empirical research on customer satisfaction..............................................................13
2.4 Synthesis of factors influencing customer’s satisfaction............................................15
2.5 Research hypothesis...................................................................................................17
2.6 Proposed research model...........................................................................................19
CHAPTER 3: RESEARCH METHODOLOGY............................................................21
3.1 Research process ........................................................................................................21
3.2 Scale formulation.......................................................................................................22
3.3 Methods of data collection.........................................................................................25
3.3.1 Questionnaire design...........................................................................................25
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3.3.2 Survey questions..................................................................................................25
3.3.3 Sample size ..........................................................................................................26
3.3.4 Survey conducting ...............................................................................................27
3.4 Data processing methods ...........................................................................................27
3.4.1 Descriptive statistics............................................................................................27
3.4.2 Cronbach's Alpha scale testing............................................................................27
3.4.3 EFA factor analysis...............................................................................................28
3.4.4 Regression analysis..............................................................................................28
3.4.5 Analysis of Variance (ANOVA) .............................................................................29
CHAPTER 4: RESEARCH RESULTS..........................................................................30
4.1 Introduction to BAEMIN .............................................................................................30
4.1.1 E-hailing services .................................................................................................30
4.1.2 Characteristics of BAEMIN...................................................................................30
4.1.3 Features of BAEMIN ............................................................................................31
4.2 Survey data analysis results........................................................................................31
4.2.1 Descriptive statistical analysis.............................................................................31
Descriptive statistic for norminal variables..................................................31
Descriptive statistics for ordinal variables...................................................34
Cronbach’s alpha analysis............................................................................38
Evaluate Independent Variable Scale ..........................................................38
Evaluate Dependent Variable Scale .............................................................41
4.2.2 Exploratory factor analysis (EFA).........................................................................42
EFA analysis for Independent Variable Scale ...............................................42
EFA analysis for Dependent Variable Scale..................................................46
4.2.3 ANOVA analysis and linear regression ................................................................47
Pearson coefficient analysis.........................................................................47
Linear regression ..........................................................................................48
One way ANOVA analysis.............................................................................51
4.2.4 Testing the hypotheses of the research model...................................................52
CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS .................................55
5.1 Conclusions.................................................................................................................55
5.2 Managerial implications..............................................................................................55
5.2.1 Perceived price ....................................................................................................55