The impact of service quality on Grab's customer satisfaction in Ho Chi Minh City: An Empirical Study in the Covid 19 epidemic, 2021

MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIETNAM

BANKING UNIVERSITY OF HO CHI MINH CITY

TRAN DINH THUY LINH

THE IMPACT OF SERVICE QUALITY ON GRAB’S

CUSTOMER SATISFACTION: AN EMPIRICAL

STUDY IN THE COVID 19 EPIDEMIC

BACHELOR THESIS

FACULTY OF BUSINESS ADMINISTRATION

SUBJECT CODE: 7340101

HO CHI MINH CITY, 2021

MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIETNAM

BANKING UNIVERSITY OF HO CHI MINH CITY

TRAN DINH THUY LINH

THE IMPACT OF SERVICE QUALITY ON GRAB’S

CUSTOMER SATISFACTION: AN EMPIRICAL

STUDY IN THE COVID 19 EPIDEMIC.

BACHELOR THESIS

FACULTY OF BUSINESS ADMINISTRATION

SUBJECT CODE: 7340101

SUPERVISOR: Ph.D. NGUYEN VAN THUY

HO CHI MINH CITY, 2021

DECLARATION

I declare that this final study is entirely my composition. All references made

to works of other persons have been duly acknowledged. The figures in this thesis are

taken from sources that are published.

I am responsible for my thesis.

Signature

Tran Dinh Thuy Linh

ACKNOWLEDGE

I am willing to take this opportunity to acknowledge several individuals who

have helped me to complete my thesis.

First of all, I would like to give my endless thanks and gratefulness to my

supervisor, Ph.D. Nguyen Van Thuy. His kindly and continuous advice went through

the process of completion of my thesis. His encouragement and comments had

significantly enriched and improved my work. Without his motivation and

instruction, the thesis would have been impossible effectively.

Secondly, I want to thank my family for their endless love, care and have most

assistance and motivation for me for my whole life.

Next, my deepest thanks come to all of my friends who always support me

when I study at university. I am thankful for the times, and they have listened to me,

advised me, and even comforted me. They are kindly helped, cared for, and motivated

gave me strength, and lifted me all the trouble for the rest of my life.

TABLE OF CONTENT

CHAPTER 1. INTRODUCTION ............................................................................1

1.1. Problem thesis..................................................................................................1

1.2. Aims and objective of the research ................................................................3

1.3. Subject and scope of the research ..................................................................4

1.4. Research method .............................................................................................4

1.5. Structure of thesis............................................................................................4

1.6. Summary ..........................................................................................................5

CHAPTER 2. LITERATURE REVIEW................................................................6

2.1. The basic concepts...........................................................................................6

2.1.1. Customer satisfaction.................................................................................6

2.1.2. Service quality............................................................................................7

2.1.3. The relationship between service quality and customer satisfaction.......10

2.2. Theoretical research......................................................................................12

2.3. Conceptual model and hypothesis................................................................17

2.3.1. Hypothesis................................................................................................17

2.3.2. Research model ........................................................................................20

2.4. Summary ........................................................................................................21

CHAPTER 3. METHODOLOGY .........................................................................22

3.1. Design of research..........................................................................................22

3.1.1. Research process......................................................................................22

3.1.2. Modify the questionnaires........................................................................24

3.2. Building the scale ...........................................................................................24

3.2.1. The scale of reliability (RE).....................................................................25

3.2.2. The scale of responsiveness (RS) .............................................................25

3.2.3. The scale of empathy (EM) ......................................................................26

3.2.4. The scale of tangibles (TA) ......................................................................26

3.2.5. The scale of assurance (AS).....................................................................27

3.2.6. The scale of price policy (PR)..................................................................27

3.2.7. The scale of customer satisfaction (CS)...................................................28

3.3. Sample and data ............................................................................................28

3.3.1. Sample size ...............................................................................................28

3.3.2. Survey questionnaire................................................................................29

3.3.3. Collecting data .........................................................................................29

3.4. Data analysis ..................................................................................................30

3.4.1. Test reliability by Cronbach's Alpha .......................................................30

3.4.2. Test Validity by Exploratory factor analysis (EFA).................................31

3.4.3. Regression Analysis. ................................................................................32

3.4.4. ANOVA test ..............................................................................................34

3.5. Summary ........................................................................................................34

CHAPTER 4. RESULT AND FINDING ..............................................................35

4.1. Company overview ........................................................................................35

4.1.1. History of Grab Holding Inc....................................................................35

4.1.2. About Grab Vietnam ................................................................................36

4.2. Sample description ........................................................................................38

4.3. Reliability test by Cronbach’s Alpha...........................................................40

4.3.1. Evaluating reliability scale ......................................................................40

4.3.2. Evaluating responsiveness scale ..............................................................41

4.3.3. Evaluating tangibles scale .......................................................................41

4.3.4. Evaluating empathy scale ........................................................................42

4.3.5. Evaluating assurance scale......................................................................42

4.3.6. Evaluating price policy scale ...................................................................43

4.3.7. Evaluating customer satisfaction scale....................................................43

4.4. Results of exploratory factor analysis (EFA)..............................................44

4.4.1. Factors analysis for independent variables.............................................44

4.4.2. Factors analysis for the dependent variable............................................46

4.4.3. Conclusion about exploratory factors analysis. ......................................47

4.5. Correlation analysis.......................................................................................51

4.6. Test of regression analysis ............................................................................52

4.7. Testing of the sample.....................................................................................55

4.7.1. The difference in gender...........................................................................56

4.7.2. The difference in age................................................................................56

4.7.3. The difference in occupations ..................................................................57

4.7.4. The difference between the frequency ......................................................58

4.7.5. The difference between essential service during COVID-19...................59

4.8. Summary ........................................................................................................59

CHAPTER 5. CONCLUSIONS AND IMPLICATIONS....................................60

5.1. Conclusions ....................................................................................................60

5.2. Implications managements improve customer satisfaction on Grab’s users.

................................................................................................................................61

5.2.1. Grab should highly focus on price policy to enhance customer satisfaction

with its services. .................................................................................................61

5.2.2. Grab should concentrate on assurance for users to enhance customer

satisfaction. ........................................................................................................62

5.2.3. Grab should focus on service competence to enhance its customer

satisfaction. ........................................................................................................63

5.2.4. Grab should consider reliability to enhance customer satisfaction. .......63

5.2.1. Grab should consider responsiveness to enhance customer satisfaction.

............................................................................................................................64

5.3. Contribution of the study..............................................................................64

5.4. Limitations and future research...................................................................65

5.5. Summary ........................................................................................................65

REFERENCES........................................................................................................66

APPENDIX 1: QUESTIONNAIRE SURVEY .....................................................71

APPENDIX 2: DATA ANALYSIS RESULT.......................................................77

LIST OF ACRONYMS

Acronyms Meaning

EFA Exploratory Factor Analysis

ANOVA Analysis of Variance

Sig. Significance level

VIF Variance Inflation factor

KMO Kaiser-Mayer-Olkin

RE Reliability

RS Responsiveness

TA Tangibles

EM Empathy

PR Price Policy

AS Assurance

CS Customer satisfaction

LIST OF FIGURES

Figure 2.1: Research model.......................................................................................20

Figure 3.1: Research process.....................................................................................23

Figure 4.1: Research model after EFA......................................................................51