Nhận thức về hoạt động cung cấp dịch vụ và triển vọng của Viễn Thông Thái Nguyên, Việt Nam

Thai Nguyen University

Socialist Republic of Vietnam

Southern Luzon State University

Republic of Philippines

PERCEIVED SERVICE PERFORMANCE AND PROSPECTS

DEVELOPMENT OF VNPT TELECOMMUNICATIONS

IN THAI NGUYEN, VIETNAM

A Dissertation

Presented to the

Faculty of Graduate School of

Southern Luzon State University, Philippines and

Thai Nguyen University, S.R. Vietnam

In Partial Fulfillment

of the Requirements for the Degree

Doctor in Business Administration

NGUYEN PHUONG THAO (CANDY)

August 2013

APPROVAL SHEET

iii

DEDICATION

This piece of work is dedicated

To My Family

iv

ACKNOWLEDGMENT

The researcher wishes to extend her most sincere gratitude to the following

people who made this piece of work a reality.

Dr. Cecilia N. Gascon, President of Southern Luzon State University, Republic

of the Philippines, who made possible the linkage with Thai Nguyen University and

the offering of Doctor of Business Administration, through the ITC-TUAF;

Dr. Dang Kim Vui, the President of Thai Nguyen University, who made the

linkage with Southern Luzon State University, Republic of the Philippines and the

offering of Doctor of Business Administration, through the ITC-TUAF;

Dr. Alice T. Valerio, for her support and supervision throughout my graduate

study program. Her kindness and daily instructions in the last three years are greatly

appreciated and this dissertation is as much her work as mine;

Prof. Nordelina Ilano, Director, Office for International Affairs of URS for her

support to the DBA1 students;

Dr. Tran Thanh Van, the Dean of the Graduate School of Thai Nguyen

University, for his assistance and encouragement to pursue this study;

Dr. Dang Xuan Binh, the Director of International Training Center, for his

assistance and encouragement to pursue this study;

Dr. Nguyen Thanh Hai, the Vice Director of International Training Center, for

his assistance and encouragement to pursue this study as DBA Class Manager;

To all the SLSU and TNU Professors, for their support and guidance extended

throughout the graduate studies in Thai Nguyen University, Vietnam;

To his ever dearest friends for their kindness and remarkable support;

To his family, for their support, encouragement for being the sources of

greatest inspiration, which made his career a success.

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ABSTRACT

In Vietnam's intensifying telecommunication service market today, satisfying

customers is only the baseline and may not be sufficient for survival for mobile phone

service providers. Management should focus on gaining customer loyalty by

enhancing customer perceptions of service quality and increasing as perceived by the

consumer value. To do that, it is necessary for them to figure out the relationships and

impacts of service quality, customer value, customer satisfaction, corporate image and

customer loyalty. This research focused on evaluating the service performance of

telecommunications services by employees and customers in VNPT in terms of

services, place, price, promotion, people and position. This research also sought to

assess the prospect of VNPT Thai Nguyen in terms of management capacity, human

resource, service attitude, marketing and material facilities. Based on the assessments,

proposing recommendations to improve the quality of activities and prospect of

resources of VNPT Thai Nguyen .

All ratings for VNPT in Thai Nguyen are collected opinions of

Telecommunications Director of Thai Nguyen, the employees, Deputy Sales Rooms,

as well as transaction services for customers, and especially survey of customers

using the services of VNPT.

The service performance of VNPT in Thai Nguyen province is

reflected through the perceived products and services, places, price, promotion,

people and position. For the overall mean for both employees and customers

respondents show similarity on their perception on the position status of the company

in terms of the six components with the overall obtained mean of 3.81 and 3.66 both

rated as very good. For the overall mean for both manager and employee respondents,

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there is similarity on their perception on the prospects in terms of the five areas as

shown in the obtained mean of 4.10 and 4.16 both rated as very good. But about the

order reviews of these factors is different.

It is recommended that VNPT in Thai Nguyen province should focus on

opening course training staff security, and wireless computer maintenance skills to

motivate work, team work skills and communication skills. Continue to promote the

exploitation of Internet and mobile phones, in addition to developing network services

Hold training on customer relationship management skills and the purchase of

software for customer relationship management for marketing. Maintain giving gifts

to customers to congratulate customers on their birthdays or major holidays. This will

help customers feel special and be concerned about how the customers are treated.

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TABLE OF CONTENTS

TITLE PAGE Page

APPROVAL SHEET ................................................................................................... ii

DEDICATION............................................................................................................. iii

ACKNOWLEDGMENT.............................................................................................. iv

ABSTRACT...................................................................................................................v

TABLE OF CONTENTS............................................................................................ vii

LIST OF TABLES....................................................................................................... ix

LIST OF FIGURES ..................................................................................................... xi

CHAPTER

1 INTRODUCTION………………………………………………………………1

Background of the Study.......................................................................................6

Statement of the Problem......................................................................................7

Objective of the Study ..........................................................................................9

Hypothesis of the Study......................................................................................10

Significance of the Study....................................................................................11

Scope and Limitation of the Study......................................................................11

Definition of Terms.............................................................................................11

2 REVIEW OF RELATED LITERATURE AND STUDIES . . . . . . . . . . . . . . 14

Related Literature................................................................................................14

Related Studies....................................................................................................20

Conceptual Framework.......................................................................................30

3 RESEARCH METHODOLOGY…........................................................………32

Locale of the Study .............................................................................................32

viii

Population, Samples and Sampling Techniques.................................................32

Research Instruments..........................................................................................33

Data Gathering Procedures.................................................................................34

Statistical Treatment ...........................................................................................34

4 PRESENTATION ANALYSIS AND INTERPRETATION OF DATA…........36

5 SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS.73

Summary of Findings .........................................................................................73

Conclusions.........................................................................................................79

Recommendations...............................................................................................80

BIBLIOGRAPHY........................................................................................................89

APPENDIX .................................................................................................................92

QUESTIONNAIRE .....................................................................................................94

CURRICULUM VITAE............................................................................................106

ix

LIST OF TABLES

Table Page

1 Personal profile of respondents 39

2 Computed Mean, Verbal Interpretation and Rank Distribution on the

Perception of the Two Groups of Respondents on the Status of the

Company in Terms of Products and Services 40

3 Computed Mean, Verbal Interpretation and Rank Distribution on the

Perception of the Two Groups of Respondents on the Status of the

Company in Terms of Place 43

4 Computed Mean, Verbal Interpretation and Rank Distribution on the

Perception of the Two groups of Respondents on the Status of the

Company in terms of the Price 45

5 Computed Mean, Verbal Interpretation and Rank Distribution on the

Perception of the Two Groups of Respondents on the Company Status

in Terms of Promotion 47

6 Computed Mean, Verbal Interpretation and Rank Distribution on the

Perception of the Two Groups of Respondents on the Company Status

in terms of People 49

7 Computed Mean, Verbal Interpretation and Rank Distribution on the

Perception of the Two Groups of Respondents on the Company in

Terms of Position 53

8 Composite Table on the Status of the Company as Evaluated by the

Two Groups of Respondents in Terms of the Six Areas 55

9 Computed Mean, Verbal Interpretation and Rank Distribution on the

Perception of the Two Groups of Respondents on the Prospect of the

Company in Terms of Management Capacity 56

10 Computed Mean, Verbal Interpretation and Rank Distribution on the

Perception of the Two Groups of Respondents on the Prospect of the

Company in Terms of Human Resource 58

11 Computed Mean, Verbal Interpretation and Rank Distribution on the

Perception of the Two Groups of Respondents on the Prospect of the

Company in Terms of Service attitude 60

12 Computed Mean, Verbal Interpretation and Rank Distribution on the

Perception of the Two Groups of Respondents on the Prospect of the

Company in Terms of Marketing 62

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13 Computed Mean, Verbal Interpretation and Rank Distribution on the

Perception of the Two Groups of Respondents on the Prospect of the

Company in terms of Material Facilities

66

14 Composite Table of the Computed Mean, Verbal Interpretation and

Rank Distribution on the Prospect of the Company as Evaluated by

the Two Groups of Respondents in terms of the Five Areas 67

15 Mean, Standard Deviation, and Correlated T-Test on the Assessment

of the Two Groups of Respondents as to the services performance of

the Company in Terms of Area with respect to the Different Criteria 69

16 Mean, Standard Deviation, and Correlated T-Test on the assessment

of the Two Groups of Respondents as to the Prospect of the Company

in Terms of Areas with respect to the Different Criteria 70

xi

LIST OF FIGURE

Table Page

1 Conceptual framework showing the assessment service

performance and prospect VNPT Telecommunications in Thai

Nguyen Province............................................................................ 31

2 The profile of respondents in terms of gender............................... 36

3 The profile of respondents in terms of age..................................... 37

4 The profile of respondents in terms of civil status......................... 38

5 The profile of respondents in terms of educational attainment...... 39

6 The organizational structure of the management VNPT

Telecommunication Thai Nguyen.................................................. 104

Chapter 1

INTRODUCTION

In the past, people contact each other in many ways as the fire burned for

smoke, or sounding, empty, to a signal that things are close to. Today, the world is

growing and the knowledge economy. The most important economic resource is not

land, capital or technology, but human. Vietnam steps up ship in the global economy,

to integrate successfully, "the comparison with the national strength in Asia", the

prerequisite is the ability to work by employees. Requirements for workers in the

economic integration must not only have expertise which must be capable of

distribution in combination with other work. While people are not always close, they

require communication between people with children who need to quickly correct.

(Nguyen Sang, 2010)

Vietnam's mobile phone market is considered one of the fastest growing

markets in the world with mobile phone subscribers currently estimated at 96.5

million, increasing 80 percent year-on-year (General Statistics Office, 2009). Vietnam

Telecom Services Company is an economic organization - a member unit under

Vietnam Post and Telecommunications Corporation operating in compliance with

Organizational and Operational regulations of Vietnam Post and Telecommunications

Corporation, which was approved by Decision No. 51/CP on August 1, 1995 by the

Government. The Company specializes in trading and services in fields of mobile

information, SMS sending and card-based phones nationwide together with other

members in the chain of post and telecommunications technologies with very close

and united relation on network organization, economic and financial benefits,