Luận văn thạc sĩ UEH customer satistaction and customer loyalty in vietnamese mobile

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

INTERNATIONAL SCHOOL OF BUSINESS

TRINH KIM HOA

Customer Satisfaction and Customer

Loyalty in Vietnamese Mobile

Telecommunication Industry

MASTER OF BUSINESS (Honours)

Supervisor: LUU TRONG TUAN, Ph.D

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ACKNOWLEDGEMENT

Firstly, I would like to express the deepest gratitude to my research supervisor, Dr. Luu

Trong Tuan, for his extensive support, suggestions and guidance during the time of doing

master thesis.

Secondly, I would like to show my appreciation and gratefulness to Professor Nguyen Dong

Phong, Professor Nguyen Dinh Tho and Dr. Tran Ha Minh Quan for their dedication and

valuable times as the members of proposal and draft thesis examination committee. Their

comments and recommendations are greatly helpful for completing my dissertation.

Thirdly, my great thanks are given to professors, lecturers, tutors for their teaching and

dedication during my MBA course at International School of Business-University of

Economics HCM city.

Lastly, I am so grateful to my MBA classmates, friends and colleagues for their significant

contribution and support to the success of this thesis.

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ABSTRACT

This study was aimed at investigating three factors (service quality, brand image and

price perception) and assessed the degree of the impact of each factor on customer

satisfaction, especially the relationship between customer satisfaction and customer

loyalty in Vietnamese mobile telecom sector where there have been the existence of the

fierce competition, mature market and internationally integrated economy, ultimately

struggling for market share and survival.

The method of qualitative research (in-depth interview) was used to modify the draft

questionnaires on the purpose of removing the ambiguity and enhance the clarity before

they was officially launched in the main research. Then, the quantitative research was

conducted to gather the data for analysis. The data was analyzed by three methods,

namely, Cronbach’s Alpha analysis, Exploratory Factor Analysis and Standard Multiple

Regression.

The results indicated that each factor (service quality, brand image, price perception) has

a positive impact on customer satisfaction at the different level as well as a significantly

positive relationship between customer satisfaction and customer loyalty in mobile

telecommunication industry in Vietnam. The results of this study are consistent with the

findings and evidence in the extant literature. The study provides the important feedback

from customers to mobile telecom suppliers. The findings are expected to be marketing

insights for Vietnamese mobile telecom managers so that they can develop the sound

marketing strategies in today’s competitive and costly market.

Key words: service quality; brand image; price perception; customer satisfaction;

customer loyalty; mobile telecommunication industry.

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TABLE OF CONTENTS

ACKNOWLEDGEMENT………………………………………………………1

ABSTRACT……………………………………………………………………..2

LIST OF TABLES………………………………………………………………5

LIST OF FIGURES……………………………………………………………..6

CHAPTER 1: INTRODUCTION……………………………………………..7

1.1 Research background ……………………………………………………………….7

1.2 Research problems…………………………………………………………………..8

1.3 Research objectives………………………………………………………………….9

1.4 Research methodology and scopes…………………………………………………10

1.5 Structure of research………………………………………………………………..11

CHAPTER 2: LITERATURE REVIEW…………………………………..13

2.1. Overview of mobile telecommunication industry in Vietnam……………………13

2.2. Customer loyalty………………………………………………………………….14

2.3. Customer satisfaction and customer loyalty……………………………………...16

2.4. Service quality and customer satisfaction………………………………………...17

2.5. Price perception and customer satisfaction……………………………………….19

2.6. Brand image and customer satisfaction…………………………………………..20

2.7. Research model and hypotheses………………………………………………….21

CHAPTER 3: RESEARCH METHODOLOGY…………………………..23

3.1. Research design …………………………………………………………………23

3.1.1. Qualitative research……………………………………………………………25

3.1.2. Quantitative research…………………………………………………………..26

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3.2. Data analysis methods …………………………………………………………..29

CHAPTER 4: DATA ANALYSIS AND FINDINGS………………………30

4.1. Descriptive statistics of research samples……………………………………….30

4.2. Reliability test: Cronbach’s alpha test…………………………………………...33

4.3. Exploratory Factor Analysis……………………………………………………..36

4.4. Hypotheses testing……………………………………………………………….38

4.4.1. Testing assumptions of multiple regression……………………………………38

4.4.2. Testing hypotheses on the impacts of factors (service quality, brand image, price

perception) on customer satisfaction………………………………………………….39

4.4.3. Testing hypothesis on the impact of customer satisfaction on customer

loyalty…………………………………………………………………………………42

4.4.4. Summary of hypotheses testing results ………………………………………..43

CHAPTER 5:CONCLUSIONS, IMPLICATIONS AND LIMITATIONS.44

5.1. Conclusions………………………………………………………………………44

5.2. Managerial implications………………………………………………………….45

5.3. Limitations and further research direction……………………………………….46

REFERENCES………………………………………………………………...48

APPENDIX A-GUIDELINE FOR QUALITATIVE IN-DEPTH INTERVIEW…………..54

APPENDIX B-QUESTIONNAIRE IN ENGLISH…………………………………………56

APPENDIX C- QUESTIONNAIRE IN VIETNAMESE………………………………….59

APPENDIX D-HISTOGRAM, NORMAL P-P PLOT OF REGRESSION, SCATTER PLOT

OF DEPENDENT VARIABLE: CUSTOMER SATISFACTION…………………………62

APPENDIX E- HISTOGRAM, NORMAL P-P PLOT OF REGRESSION, SCATTER PLOT

OF DEPENDENT VARIABLE: CUSTOMER LOYALTY……………………………….63

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LIST OF TABLES

Table 4.1 Descriptive statistics of research samples………………………………………...31

Table 4.2 Reliability Test Result…………………………………………………………….34

Table 4.3 Total variance explained of independent variables……………………………….37

Table 4.4 Rotated component matrix of independent variables……………………………..37

Table 4.5 Component matrix of mediator variable-customer satisfaction…………………..38

Table 4.6 Component matrix of dependent variable-customer loyalty……………………...38

Table 4.7 Pearson correlation………………………………………………………………..39

Table 4.8 Model summary of Testing hypotheses on the impacts of factors (service quality,

brand image, price perception) on customer satisfaction…………………………………….40

Table 4.9 ANOVAb Result of Testing hypotheses on the impacts of factors (service quality,

brand image, price perception) on customer satisfaction…………………………………….40

Table 4.10 Coefficientsa Result of Testing hypotheses on the impacts of factors (service

quality, brand image, price perception) on customer satisfaction……………………………41

Table 4.11 Model Summary of Testing hypothesis on the impact of customer satisfaction on

customer loyalty……………………………………………………………………………..42

Table 4.12 ANOVAb Results of Testing hypothesis on the impact of customer satisfaction

on customer loyalty………………………………………………………………………….42

Table 4.13 Coefficientsa Result of Testing hypothesis on the impact of customer satisfaction

on customer loyalty………………………………………………………………………….43

Table 4.14 Results of hypotheses testing……………………………………………………43

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