Research on Factors Influencing Customer’s Satisfaction in Service Quality at Dat Xanh Real Estate Agency: Masters thesis of Business Administration

MEIHO UNIVERSITY

Graduate Institute of Business and Management

MASTERS THESIS

Research on Factors Influencing

Customer’s Satisfaction

in Service Quality at Dat Xanh Real Estate

Agency

In partial fulfillment of the requirements for the degree of

Masters of Business Administration

Advisor: Dr. Wei-Shuo Lo

Co-advisor: Dr. Le Cao Thanh

Graduate Student: Tran Viet Khoa

December, 2010

I

ACKNOWLEDGMENTS

First of all, I sincerely acknowledge the help of the Board of Directors of Ho Chi

Minh City University of Industry, Vietnam (HUI) and the Board of Directors of Meiho

University, Taiwan (MU) for giving me the opportunity to study and research in this

program.

I am taking this great pleasure to sincerely express my deep gratitude and sincere

thanks to Dr Wei-Shuo Lo, Dr Le Cao Thanh for giving me fullest supports to the

fulfillment of this important graduation exercise. During my participation in the course,

their valuable comments and remarkable advice changed my mind

I also want to send my deepest thanks to all the professors from both universities as

well as my colleagues who helped me to finish this research. The thesis can be fulfilled

with many helps and support from many people and I always remember all the kindness.

Best wishes!

II

Research on Factors Influencing Customer’s

Satisfaction in Service Quality at Dat Xanh Real

Estate Agency

ABSTRACT

Real estate brokerage is a prospective and highly profitable business. Customers’

satisfaction is essential. Since the current market of brokers has become saturated, each

must have strategic methods and an established competitive edge in order to attract

customers and grow. These ideas have led to this study “Research on factors influencing

customers’ satisfaction in service quality at Dat Xanh real estate agency.”

This research aims to: (1) Determination of impacts and relative importance of

impacts to customers’ satisfaction over the quality of real estate brokerage service at

DatXanh trading floor; (2). Evaluation of customers’ satisfaction from exploitation of real

estate brokerage service at DatXanh trading floor; (3). Suggestion for improvement of

real estate brokerage service at DatXanh trading floor. factors affecting customer

satisfaction DatXanh company include: (1) Reliability, (2)Responsiveness, (3) Assurance,

(4) Empathy: (5) Tangibility, (6) Price, (7) Brand reputation; To explain the three

research objectives authors conducted research topics through the following steps;

Research progress in two periods: preliminary research and official research. Preliminary

research is in progress with quantitative methods through customers’ direct interview.

This step discovers factors that impact customers’ satisfaction besides the factors

given in the research model. Official research is in progress with qualitative methods

through question tables. This step evaluates measured scales, determines important levels

of factors, estimate customers’ satisfaction and also tests the theory above. All of these

problems will be presented in the following five chapters.

Keywords: Influencing Factors, Customer Satisfaction, Service Quality, Case Study

III

Research on Factors Influencing Customer’s

Satisfaction in Service Quality at Dat Xanh Real

Estate Agency

Contents

ACKNOWLEDGMENTS .........................................................................................................I

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

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

Tables...................................................................................................................................... VI

Figures....................................................................................................................................VII

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

1.1 Introduction..................................................................................................................... 1

1.1.1 Overview of real estate market in Ho Chi Minh City.............................................. 1

1.1.2 Reason for this study................................................................................................ 2

1.2 Objects ............................................................................................................................ 2

1.3 Realistic Meaning ........................................................................................................... 2

1.4 Subjects and Scope of Study........................................................................................... 3

Chapter 2 Literature Review..................................................................................................... 4

2.1 Theory on Service Quality.............................................................................................. 4

2.1.1 Definition. ................................................................................................................ 4

2.1.2 Features of the service field. .................................................................................... 4

2.1.3 Pattern of service quality. ........................................................................................ 5

2.1.4 Distance in the feeling of quality............................................................................. 7

2.1.5 Assessment of service quality.................................................................................. 7

2.2 Satisfaction Theory ......................................................................................................... 9

2.2.1 Definition of satisfaction.......................................................................................... 9

2.2.2 Satisfaction models. ................................................................................................. 9

2.3 Introduction on the Operation of Dat Xanh Real Estate Exchange .............................. 12

2.3.1 Properties of real estate.......................................................................................... 12

2.3.2 Activities of DatXanh Company............................................................................ 13

2.4 Research Model of Service Quality .............................................................................. 14

Chapter 3 Research Designation............................................................................................. 16

3.1 Research Design ........................................................................................................... 17