The Relationship between Service Quality and Customer Satisfaction in the Driving-Test Center, Ho Chi Minh City College of Transportation, Vietnam: Masters thesis of Business Administration

MEIHO UNIVERSITY

Graduate Institute of Business and Management

MASTERS THESIS

The Relationship between Service Quality

and Customer Satisfaction in the Driving￾Test Center, Ho Chi Minh City College of

Transportation, Vietnam

In partial fulfillment of the requirements for the degree of

Masters of Business Administration

Advisor: Dr. Kuo-Hung Tseng

Co-advisor: Dr. Nguyen Minh Tuan

Graduate Student: Nguyen Trong Diep

December, 2010

I

ACKNOWLEDGMENTS

First of all, please let me say thanks to the Managing Board of Ho Chi Minh City

University of Industry and Meiho University, Taiwan for allowing me taking part in the

2-year Master of Business Administration program jointed between the two universities.

I’m very thankful to Prof. Dr. Kuo-Hung Tseng, Chair of College of Business and

Management, Meiho University, Taiwan due to guiding and encouraging me when

implementing this research thesis. I’m also very thankful to Dr. Nguyen Minh Tuan, Dean

of Department of Business Administration, Ho Chi Minh City University of Industry. I

express my heartfelt thanks to Nguyen Quang Vinh, PhD candidate in National Sun Yat￾sen University, Taiwan for giving me useful advices and ideas during the time of

completing this thesis.

Sincerely thank to Lecturers of Department of Postgraduate Program, Department of

Business Administration, Ho Chi Minh City University of Industry and my EMBA2

classmates. Especially, thank administrative staffs and instructors in the Driving-test

Center – Ho Chi Minh City College of Transportation for the useful helps, supports and

encouragements during the past 2 years.

Also, I would like to thank Professors, administrative staffs of the Graduate Institute

of Business and Management and the International Education and Collaboration Office of

Meiho University as well as Taiwanese MBA classmates for all their supports and helps

through the program duration. Finally, I would like to show deep gratitude to my family,

colleagues and friends about their sincere and useful affections, concernments, helps,

encouragements during this program. Completing this thesis is not only obligation but

also the most sincere sentiment to me. Thanks to everyone!

Respectfully thanks!

II

The Relationship between Service Quality and

Customer Satisfaction in the Driving-Test Center,

Ho Chi Minh City College of Transportation,

Vietnam

ABSTRACT

Graduation thesis "The relationship between service quality and Satisfaction of

customers in driving test center, the College of Transportation, Ho Chi Minh City,

Vietnam " made with purposes: to find out the evaluation of customers on service quality

of Driving-Test Center, Ho Chi Minh City College of Transportation, through inspection

of the components that make up the service quality of the Driving test center. Based on

the thesis, the Center provides the evaluation of service quality and proposes innovative

solutions of service quality to increase competitiveness, create stable development for the

Driving test center.

The object of topic

Research topic was carried out with three research objectives as follows:

1. Determining components that create service quality of the driving-test center and

whether it influences customer satisfaction of the Center.

2. Determining impact level of those components towards customer satisfaction of

the driving-test center.

3. Proposing some solutions to improve service quality of the driving-test center

Research method and results:

Topic was studied by quantitative methods, starting from making up research model

& research hypotheses; identify subject for investigation, make up questionnaires and

conduct formal surveys and data processing obtained by SPSS software.

Research topics used questionnaire with 5-point Likert scale to collect survey data

from investigative subjects of topic. After consulting the experts, the question items were

modified and supplemented, the preliminary questionnaire was formed and preliminary

investigation was done. All response data is processed with SPSS 14.0 software to

measure the reliability and reasonableness of question items with each research group.

III

Then official research was carried out with the sample size of n = 377. Entire response

data of 377 questionnaires measured reliability and reasonableness of each question, in

each research question group. Research model and hypotheses were tested by the method

of linear regression analysis.

According to research results, there is evidence that service quality of driving test

center, the Ho Chi Minh City College of Transportation. includes five components, which

are (1) The Reliability, measured by 8 observation variables, (2) The Response, measured

by the 6 observation variables, (3) The Assurance, measured by 4 observation variables,

(4) The Empathy, measured by 4 observation variables; (5) The Tangibility, measured by

5 observation variables. Research result also shows that: The Tangibility is the most

influential component to satisfaction of customers; next in turn is Empathy, Reliability,

and Response. Component that has the least impact to satisfaction of customer is

Assurance.

Meaning of topic

This study is to evaluate the service quality that provided by Driving test center, as

well as the level of satisfaction of customer to service quality of Driving test center.

Research results is basis to improve, raise service quality of Driving test center.

Topic has built the set of scale “service quality of Driving test center” that used for

customers’ evaluation. This set of scales as well as research results will be useful

reference material for next studies.

Keyword: Service Quality, Satisfaction of Customer, Driving Test Center

IV

The Relationship between Service Quality and

Customer Satisfaction in the Driving-Test Center,

Ho Chi Minh City College of Transportation,

Vietnam

Contents

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

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

Contents .................................................................................................................................. IV

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

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

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

1.1 Research Motivation ....................................................................................................... 1

1.2 Research Purpose............................................................................................................ 3

1.3 Research Scope and Limitations..................................................................................... 3

1.4 Definition of Terms ........................................................................................................ 4

Chapter 2 Literature Review..................................................................................................... 5

2.1 Service ............................................................................................................................ 5

2.2 Service Quality ............................................................................................................... 6

2.3 Customer Satisfaction ................................................................................................... 12

2.4 Relationship between Service Quality and Customer Satisfaction............................... 13

Chapter 3 Research Methodology........................................................................................... 14

3.1 Research Framework and Hypotheses.......................................................................... 14

3.2 Research Process........................................................................................................... 15

3.3 Subjects of Survey ........................................................................................................ 17

3.4 The Survey Instrument - Questionnaire........................................................................ 17

3.4.1 Preliminary questionnaire.......................................................................................... 17

3.4.2 Official questionnaire. ............................................................................................... 21

3.5.1 Sample of survey. ...................................................................................................... 22

3.6 Analytical Methods....................................................................................................... 22

Chapter 4 Research Results and Analysis............................................................................... 24

4.1 Demographic Analysis.................................................................................................. 24

4.2 Evaluation Questionnaire.............................................................................................. 28

V

4.3 Analyzing the Correlation Coefficient between Variables ........................................... 29

4.4 Single Linear Regression Analysis ............................................................................... 31

4.4.1 Testing hypothesis H1: Reliability has positive effect on customer satisfaction

of the Center........................................................................................................ 31

4.4.2 Testing hypothesis H2: Response has positive influence on satisfaction of

customer of Center.............................................................................................. 32

4.4.3 Testing hypothesis H3: Assurance has positive influence on satisfaction of

customer of Center.............................................................................................. 33

4.4.4 Testing hypothesis H4: Empathy has positive influence on satisfaction of

customer of Center.............................................................................................. 34

4.4.5 Testing hypothesis H5: Tangibility has positive influence on satisfaction of

customer of Center.............................................................................................. 35

4.5 Analysis of Multiple Linear Regressions...................................................................... 36

4.6 Analysis Comments ...................................................................................................... 38

Chapter 5 Conclusions, Recommendations and Implications................................................. 39

5.1 Conclusions................................................................................................................... 39

5.1.1 The components that make up the service quality of driving test center for

testing drivers that affect satisfaction of customers............................................ 39

5.1.2 Level of influence of the components that make up the service quality of

Driving test center to satisfaction of customers.................................................. 40

5.1.3 Solutions need to improve the service quality of driving test center................... 40

5.2 Limitations of Research Topics .................................................................................... 42

References............................................................................................................................... 44

Attachment 1.1 Servperf Scale ............................................................................................... 47

Attachment 1.2 Summary of Expert Opinions........................................................................ 49

Attachment 1.3 Preliminary Questionnaire............................................................................. 55

Attachment 1.4 The Pilot Test Analysis Result - 32 Persons ................................................. 59

Attachment 1.5 Official Questionnaire Survey....................................................................... 60

Attachment 1.6 Basis for Determining Sample Size .............................................................. 64

Attachment 2.1 Frequency Table............................................................................................ 66

Attachment 2.2 Comments Gatherred..................................................................................... 79

VI

Tables

Table 3-1 List of Experts ...................................................................................................18

Table 3-2 Summary of Sources for Questionnaire Development......................................19

Table 4-1 Result of Analysis Describing Informations about Gender and Component ....24

Table 4-2 Result of Analysis Describing Informations about Age, Education and Income

..............................................................................................................................24

Table 4-3 Presents Mean and Std. Deviation of Answer to Each Question ......................25

Table 4-4 Summary of Results the Reliability Appraisal of Questionnaire ......................29

Table 4-5 Correlations Coefficient between Variables......................................................30

Table 4-6 Model Summary ................................................................................................31

Table 4-7 ANOVA(b)........................................................................................................31

Table 4-8 Coefficients(a) ...................................................................................................31

Table 4-9 Model Summary ................................................................................................32

Table 4-10 ANOVA(b)......................................................................................................32

Table 4-11 Coefficients(a) .................................................................................................32

Table 4-12 Model Summary ..............................................................................................33

Table 4-13 ANOVA(b)......................................................................................................33

Table 4-14 Coefficients(a) .................................................................................................33

Table 4-15 Model Summary ..............................................................................................34

Table 4-16 ANOVA(b)......................................................................................................34

Table 4-17 Coefficients(a) .................................................................................................34

Table 4-18 Model Summary ..............................................................................................35

Table 4-19 ANOVA(b)......................................................................................................35

Table 4-20 Coefficients(a) .................................................................................................35

Table 4-21 Conclusion of Testing Hypothesis...................................................................36

Table 4-22 Model Summary ..............................................................................................37

Table 4-23 ANOVA(b).....................................................................................................37

Table 4-24 Coefficients(a) .................................................................................................37

Table 4-25 General Data of Comments .............................................................................38