EVALUATION OF CUSTOMER SATISFACTION A CASE STUDY ON CUSTOMER CARE SERVICE AT THAI NGUYEN MOTOR TRADE AND SERVICE LIMITED

LIABILITY COMPANY

A Research Proposal Presented to the College of Business and Accountancy Central Philippine University, Philippines In Collaboration with Thai Nguyen University of Economics and Business Administration, Vietnam

In Partial Fulfillment of the Requirements for the Degree BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

Presented by: NGUYEN THI TO UYEN October 2013 TABLE OF CONTENTS

Content

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CHAPTER 1. THE PROBLEM AND ITS SETTING 1.1 Background and Rationale of the Study 1.2. Objectives 1.3. Theoretical Framework 1.4. Conceptual Framework 1.5. The Operational Definitions 1.6. Significance of the Study 1.7. Scope and Delimitation CHAPTER 2. REVIEW OF RELATED LITERATURE 2.1. Theoretical review 2.1.1 Define of customer 2.1.2. Customer satisfaction 2.1.2.1 Customer satisfaction 2.1.2.2. Customer care 2.1.3. Service quality 2.1.4. Relationship between Customer Satisfaction and Service Quality 2.1.4.1. Gap Model of Service Quality 2.1.4.2. Hezberg's Two Factor Theory

2.1.4.3. Relationship between customer care and customer satisfaction 2.1.5. Relationship between customer care and customer satisfaction 2.1.5.1. Customer care as a means of customer satisfaction 2.1.5.2 Fostering customer opinions as a means of customer Satisfaction 2.1.5.3 Customer care as a means of business survival. 2.1.6. Customer satisfaction measurement and model reasearch 2.1.6.1. Customer satisfaction measurement 2.1.6.2. Model reasearch of customer satisfaction measurement 2.2. Related empirical studies CHAPTER 3:.METHODOLOGY 3.1.Research Design 3.2. Population, Sample Size and Sampling Technique 3.3. Research Instrument 3.4. Data Gathering Procedure

CHAPTER 1 THE PROBLEM AND ITS SETTING 1.1. Background and Rationale of the Study Actually, in the competitive environment, customers are the most important factor of the enterprises existence. What enterprise gains the attention and the loyalty of the customers will have sustainable development. The business strategies redirect to consumers are becoming leading

important strategies of the business. How to meet the customers needs as well as giving customers the highest satisfaction are always the problem that the enterprise try to do with all their abilities. Therefore, the research on customers satisfaction with the products of the enterprise is an important task to carry out continuous and regular to be able to respond promptly to customer needs. So, the enterprise can conquer the customers by making them satisfied when using the enterprise product. Along with the process of the liberalization trade which is taking place aggressive around the world. The enterprise recognize that the customerss satisfaction strategic weapon which bring to the enterprise profits and market share. Compared with one customer is satistified, the capacity of a customer is very pleased with becoming a loyal customer and continue to buy or introduce the product to the other person will be 6 times higher. The loyalty increase 5% like the enterprises benefit increase 25%-85%. So, the evaluation of the customers satisfaction is very important to every enterprises. Surveys and assessments will help enterprise better understand their customers, what they satisfied or not satisfied with the product, that helps the enterprise have the sustainable development. Honda Thai Nguyen also pays lots of attention to the customers. This one was confirmed by: Since its establishment in 1996 , Honda Thai Nguyen has operated on the principle of the development of the company has always been associated with the development of contribution community. Honda Thai Nguyen strives to provide quality products globally with reasonable prices for the highest satisfaction of Thai Nguyens customers. We have expanded production output and production capacity , develop training, technology transfer , implementation of localization , export and many other activities to exceed the expectations of customers and contribute to the development of industry in the country. Therefore, understanding and satisfying customer needs is especially essential in the context of increasing current. During the process of internships in HondaThai Nguyen Service and Trade, Co,Ltd., I had an opportunities to study on the evaluation of quality customer care services. The evaluation of the customerss satisfaction on the customer care service is very important and being the top

priority of the company. So I was especially focused on the customer care, aiming to please the

customer. That why I selected the topic: Evaluating customers satisfaction with the customer care services HondaThai Nguyen Service and Trade, Co,Ltd. as my subject. 1.2. Objectives General objective Topic evaluate customer s satisfaction with customer care services in Thai Nguyen Motorbike Service and Trade, Co,Ltd.. Performing this subject with a title of better caring customers because of hoping the outputs of this study may be useful for the enterprise to improve the management, the quality of services to help customer satisfaction in the future. Specific objectives Specifically, this study aims to: - Review of the theoretical basis for customer care and customers satisfaction to service quality. - Evaluation and analysis of factors affecting customer satisfaction in Thai Nguyen Motorbike Service and Trade, Co,Ltd. - Proposing some solutions to promote the strengths and overcome weaknesses to improve the quality of customer care service of moto Thai Nguyen trading and service company limited. 1.3 Theoretical Framework Phan nay cho vao chuong 2 thi hop ly hon. Con khung ly thuyet em nen ve thanh so do, tong hop lai moi quan he giua nhung van de ly thuyet lien quan den van de nghien cuu va moi quan he giua chung! Research questions 1.4. Conceptual Framework Level of analysis * How is customer care service provided to * Customer care service P In this study, the researches uses mainly qualitative to analyze the customers. reality situation and propose R O * How areand customers solutions to satisfaction of customer at Thai Nguyen Motorbike Service Trade,Co.,Ltd . * assess Customers perceptions C rceptions of coms E services. The framework will be presented in the diagram as follows: S * Value for company S * What is the impact of understaslong company.
ANALYZ E

Figure 1.Conceptual Framework of the Study From that she want to point out the remained problems and limitations of assess customer satisfaction in Thai Nguyen Motorbike Service and Trade,Co.,Ltd, and proposes recommendations and solutions to improve the quality service company. 1.5 The Operational Definitions - Age: refers to years of living - Sex: refer to know the employees male or female - Empolyee: An individual who works part-time or full-time under a contract of employment, whether oral or written, express or implied, and has recognized rights and duties. Also called worker. - Customer: An individual or business that purchases the goods or services produced by a business. The customer is the end goal of businesses, since it is the customer who pays for supply and creates demand. Businesses will often compete through advertisements or sales in order to attract a larger customer base. - Eduacation: Education in its general sense is a form of learning in which the knowledge, skills, and habits of a group of people are transferred from one generation to the next through teaching, training, or research - Address: is a collection of information, presented in a mostly fixed format, used for describing the location of a building, apartment, or other structure or a plot of land, generally using political boundaries and street names as references, along with other identifiers such

as house or apartment numbers.

- Service: Any activity or benifit that one party can offer to another that is assentially intangible and does not result in the ownership of anything. - Satisfaction is as a judgment following a consumption experience-it is the consumers judgment that a product provided (or is providing) a pleasureable level of consumption-related fulfillment (adapted from Oliver 1997) - Customer satisfaction (CSAT): is a measure of the degree to which a product or service meets the customer's expectations. - Care service: is the provision of service to customers before, during and after a purchase - Tangibles: external representation of the physical facilities, equipment, employees and materials, information tools. - Reliability: ability to make appropriate service and exactly what commitment, promise. - Responsiveness: the desired level and the willing of serving our customers in a timely manner. - Assurance: knowledge, expertise and elegant style of service staff, the ability to trust customers. - Empathy: showing the kindnesses, the concerns to the individual client.

1.6. Significance of the study The study will help to build on the researchers knowledge and understanding of the study variables. It will also help the researcher to gain more skills of conducting research and this will be important to the researcher while in office or pursuing further studies. It will also help the researcher to appreciate the concept of customer care services. The study findings will help to identify and highlight the weaknesses in customer care of company and how customer care influences customer satisfaction and how to design an appropriate customer care service programme. This will help company to recover its customers after implementing the

necessary customer care services and it will be able to compete fully with other company both local and international. The study findings will help to build on the body of the existing literature and knowledge. This will help to provide reference for future researchers and they will be able to carry out research with ease since this study will provide secondary data to the researchers. The study is also expected to add knowledge on the existing knowledge about customer care services to the public. This will help the public recognize and appreciate customer care services. The public especially customers of the company will be able recognize certain care services they are supposed to receive from service provide

1.7. Scope and delimitation Content scope: The content focuses on issues surrounding "customer satisfaction with customer care services of Honda in trade limited company and service motorcycles Thai Nguyen. A back up plan to the difficulties in promoting business service quality and customer care in companies. Time scope: Research time. Secondary data from 2010-2013 company. Primary data collected during the month 11/2013 space scope: Research space Nguyen at Limited company services commercial and motorcycles Thai

CHAPTER 2: REVIEW OF RELATED LITERATURE 2.1. Theoretical review. We define customer satisfaction, discuss the importance of customer satisfaction in relationship with retention and loyalty and present a short review of measurement tools of customer satisfaction 2.1.1. Define of customer A customer (sometimes known as a client, buyer, or purchaser) is the recipient of a good, service, product, or idea, obtained from a seller, vendor, or supplier for a monetary or other valuable consideration.[1][2] Customers are generally categorized into two types: An intermediate customer or trade customer (more informally: "the trade") who is a dealer that purchases goods for re-sale.[3][1] An ultimate customer who does not in turn re-sell the things bought but either passes them to the consumer or actually is the consumer.[3][1]

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A customer may or may not also be a consumer, but the two notions are distinct, even though the terms are commonly confused.[3][1] A customer purchases goods; a consumer uses them.[4][5] An ultimate customer may be a consumer as well, but just as equally may have purchased items for someone else to consume. An intermediate customer is not a consumer at all.[3][1] The situation is somewhat complicated in that ultimate customers of so-called industrial goods and services (who are entities such as government bodies, manufacturers, and educational and medical institutions) either themselves use up the goods and services that they buy, or incorporate them into other finished products, and so are technically consumers, too. However, they are rarely called that, but are rather called industrial customers or business-to-business customers.[3] Similarly, customers who buy services rather than goods are rarely called consumers.[1] Six Sigma doctrine places (active) customers in opposition to two other classes of people: notcustomers and non-customers. Whilst customers have actively dealt with a business within a particular recent period that depends from the product sold, not-customers are either past customers who are no longer customers or potential customers who choose to do business with the competition, and non-customers are people who are active in a different market segment entirely. Geoff Tennant, a Six Sigma consultant from the United Kingdom, uses the following analogy to explain the difference: A supermarket's customer is the person buying milk at that supermarket; a not-customer is buying milk from a competing supermarket, whereas a non-customer doesn't buy milk from supermarkets at all but rather "has milk delivered to the door in the traditional British way".[6] Tennant also categorizes customers another way, that is employed outwith the fields of marketing.[7] Whilst the intermediate/ultimate categorization is used by marketers, market regulation, and economists, in the world of customer service customers are categorized more often into two classes: An external customer of an organization is a customer who is not directly connected to that organization.[7][8] An internal customer is a customer who is directly connected to an organization, and is usually (but not necessarily) internal to the organization. Internal customers are usually stakeholders,

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employees, or shareholders, but the definition also encompasses creditors and external regulators.[9] [8] The notion of an internal customer before the introduction of which external customers were, simply, customers was popularized by quality management writer Joseph M. Juran, who introduced it in the fourth edition of his Handbook (Juran 1988).[10][11][12] It has since gained wide acceptance in the literature on total quality management and service marketing;[10] and the customer satisfaction of internal customers is nowadays recognized by many organizations as a precursor to, and prerequisite for, external customer satisfaction, with authors such as Tansuhaj, Randall & McCullough 1991 arguing that service organizations that design products for internal customer satisfaction are better able to satisfy the needs of external customers.[13]

2.1.2 . Customer satisfaction 2.1.2.1 Customer satisfaction: Those who buy the goods or services provided by companies are customers. In other words, a customer is a stakeholder of an organization who provides payment in exchange for the offer provided to him by the organization with the aim of fulfilling a need and to maximise satisfaction. Sometimes the term customer and consumer are confusing. A customer can be a consumer, but a consumer may not necessarily be a customer. Another author explained this difference. I.e. a customer is the person who does the buying of the products and the consumer is the person who ultimately consumes the product (Solomon, 2009). When a consumer/customer is contented with either the product or services it is termed satisfaction. Satisfaction can also be a persons feelings of pleasure or disappointment that results from comparing a products perceived performance or outcome with their expectations (Kotler & Keller, 2009). As a matter of fact, satisfaction could be the pleasure derived by someone from the consumption of goods or services offered by another person or group of people; or it can be the state of being happy with a situation.Satisfaction varies from one person to another because it is utility. One mans meal is another mans poison, an old adage stated describing utility; thus highlighting

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the fact that it is sometimes very difficult to satisfy everybody or to determine satisfaction among group of individuals. Client happiness, which is a sign of customer satisfaction, is and has always been the most essential thing for any organization. Customer satisfaction is defined by one author as the consumers response to the evaluation of the perceived discrepancy between prior expectations and the actual performance of the product or service as perceived after its consumption (Tse & Wilton, 1988,) hence considering satisfaction as an overall post-purchase evaluation by the consumer (Fornell, 1992,). Some authors stated that there is no specific definition of customer satisfaction, and after their studies of several definitions they defined customer satisfaction as customer satisfaction isidentified by a response (cognitive or affective) that pertains to a particular focus (i.e. a purchase experience and/or the associated product) and occurs at a certain time (i.e.post-purchase, post.consumption). (Giese & Cote, 2000) This definition issupported by some other authors, who think that consumers level of satisfaction is.determined by his or her cumulative experience at the point of contact with the supplier (Sureshchander et al., 2002). It is factual that, there is no specific definition ofcustomer satisfaction

since as the years passes, different authors come up with different definitions. Customer satisfaction has also been defined by another author as the extent to which a products perceived performance matches a buyers expectations (Kotler et al., 2002). According to Schiffman & Karun (2004) Customer satisfaction is defined as the individuals perception of the performance of the products or services in relation to his or her expectations (Schiffman & Karun 2004). In a nutshell,customer satisfaction could be the pleasure obtained from consuming an offer.Importance of customer satisfaction Sometimes companies are misguided by the notion that customers depend on them. The truth of the matter is that we very much so depend on them. Many researchers and academia have highlighted the importance of customers in todays market. The level of satisfaction a customer has with a company has profound effects. Studies have found that the level of customers satisfaction has a positive effect on profitability:

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A totally satisfied customer contributes 2.6 times as much revenue to a company as a some what satisfied customer. A totally satisfied customer contributes 17 times as much revenue as a somewhat dissatisfied customer. A totally dissatisfied customer decreases revenue at a rate equal to 18 times what a totally satisfied customer contributes to a company. Research has shown that when a person is satisfied with a company or service they are likely to share their experience with other people to the order of perhaps five or six people.However, dissatisfied customers are likely to tell another ten people of their unfortunate experience.With social media readily available for consumers to tell their story to all of those online, you can easily go to Twitter or Facebook and read about someones experience with a company or service. However, merely focusing solely on customer satisfaction has its drawbacks in the marketplace as well. For those companies that focus only on customer satisfaction run a real risk a failing to differentiate their brand from others. In order to achieve long-term sustainability companies must seek to establish ties of loyalty with consumers that are strong enough to ward off the advances of competitors. Creating loyalty among customers can help the company to increase purchases of existing products, charge premium prices for appreciation of your added-value services, and create positive word-of-mouth promotion for your company, which is the core marketing objective for companies. Customer loyalty is much harder to obtain than satisfaction. Even though customers are satisfied with the company there are several factors that could cause the customer to defect to the competition, such as finding a better value or the competitor is more convenient. With that said, having high levels of customer satisfaction does not always lead to customer loyalty. However, a company cannot achieve customer loyalty without having customer satisfaction is Thus, though customer satisfaction does not guarantee the repurchase from a company but it does play a very important role in achieving customer loyalty. Conducting customer satisfaction research will

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provide your company with the necessary insight it needs to make informed decisions in order to retain and increase your customer base and improve customer relationships

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2.1.2.2. Customer care Customer care service :Kotler (1998) described customer care as a service in any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. According to Ngahu (2001), customer care can be defined as any good service rendered to a customer in the process of selling a product or service. Ngahu further explains customer care as the activities which are offered to sale or are provided in connection with the sale of goods. According to Balunywa (1995) any service rendered to a customer is the one referred to as customer care. Indeed so many scholars have attempted to described customer care but the gist of the whole concept of customer care from such definition above is that any one in business must not only concentrate on the product he or she is offering, but must accompany it with great service to the targeted customers. Balunywa observed that the concept of customer care is still new and most managers are yet to embrace it. Mbonigaba (1995) wrote that there is need to make customers satisfied since they help business to earn. In most offices, customer care starts with the front office clerks. The secretaries at the front office should be made to appreciate the importance of customer care because this is the best chance for any business to create the first impression of good service to its customers.

Kotler (1998) observed that customer satisfaction depends on the extent to which customers expectations about the services are fulfilled and these expectations are not static. Kotler further noted that good customer service among other things entails keeping the promises made to customers, and not guaranteeing things that cannot be possible given the

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nature of the operating environment. To provide an excellent service to customers, the organization should deliver beyond the expectations of the customers. Santon (1999) argues that, to provide good customer services, the organization in designing must focus wholly on the customer. This brings us to who actually is the customer. A customer is an individual or organization that makes a purchase decision. Drucker (1994) identifies customer creation as one of the major objectives of the business. Without a customer, other components of organization will not be viable for long. Organizations therefore design customer care programs seeking to acquire new customers, provide superior customer satisfaction and build customer loyalty. Caryforth Otal (1990), lists the factors of good customer care services

To gain new customers and retain old customers

To obtain customer loyalty.

To enhance the image of the organization.

2.1.2.3.Service quality and Relationship between Customer Satisfaction and Service Quality -Service quality is considered as an important tool for a firms struggle to differentiate itself from its competitors( Ladhari, 2008,. ) According to Douglas & Connor 2003, Parasuraman et al., 1985, and Ladhari 2008, the intangible elements of a service (inseparability, heterogeneity and perishability) are the critical determinants influencing service quality perceived by a consumer.

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As Lewis and Booms (1983) have put it, service quality is a measure of how well the service level delivered matches customer expectations Delivering quality service means confirming to customer expectations on a consistent basis. Because of intangibility, the firm may find it difficult to understand how consumers perceive their services & evaluate service quality. (Zeithaml, 1981) In order for a companys offer to reach the customers there is a need for services. These services depend on the type of product and it differs in the various organizations.Service can be defined in many ways depending on which area the term is being used.An author defines service as any intangible act or performance that one party offers to another that does not result in the ownership of anything (Kotler & Keller, 2009, p.789). In all, service can also be defined as an intangible offer by one party to another in exchange of money for pleasure. Quality is one of the things that consumers look for in an offer, which service happens to be one (Solomon 2009, p. 413). Quality can also be defined as the totality of features and characteristics of a product or services that bear on its ability to satisfy stated or implied needs (Kotler et al., 2002, p. 831). It is evident that quality is also related to the value of an offer, which could evoke satisfaction or dissatisfaction on the part of the user. It can be seen from the definition of quality and service, there is the presence fo customers every time which shows the vitality of customers. While in Quality concept, Customers are considered as one dimension, or perspectives to measure, in service, they are a part which cannot be missed when conducting business. Therefore, this chapter will be more focus on the understanding of quality from Companys perspectives which consider customers as the driven for their qualities. Any action which is directly proportional toward providing the quality to the consumers with products, goods or services is versed as quality

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assurance. (James R. Evans, William M. Lindsay- 2002). There are seven criteria listed by James R Evans and William M. Lindsay. They are as follows Judgment Criteria Product based criteria User-based criteria Value based criteria Manufacturing based criteria Integrating based criteria Customer- driven quality.

Obviously, except for product based and manufacturing criteria five of these criteria left can be used to define quality for Service Company. From the first criteria, although customers are not called in to label for judgment criteria, they are the judge who give the last decision about the measurement of service quality. These cases are also caught in user-based criteria, when customers are the users of the service besides the internal customers. Quality as the definition in dictionary in general is defines as that which makes something what it is, characteristic element, basic nature, kind, and the degree of excellence of something excellent, superiority (Merriam-Webster, online dictionary). As this objective definition, quality is used to define the nature of something and its high standard as the degree of excellence. Thus, partly, the whole phrase quality 23 service can be understood as the nature of service- a form of business or business products and the excellent standard it needs to reach or meet.

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As in ISO 8402-1986 standard which many business dictionaries define, quality is the totality of features and characteristics of a product or service that bears its ability to satisfy stated or implied needs" (Business dictionary online). It is obvious that, quality concept have strong relation to the satisfaction of customers to company products or services or customer base is one of the main elements which should be viewed when define quality of especially service. In the book The management and control of quality, fifth edition by James R. Evans & William M. Lindsay, the author gave the concept of quality which mention about the customer- driven quality as the meeting or exceeding customer expectations. All the companies have desire to reach a good quality meaning that all the companies try to match their products and service with customers satisfaction. However, customer is also a complicated concept and has some categories. Theoretically, there are two types of customers including internal and external ones. In the first type of customers- internal, the definition of final users and consumers are usually mixed up. Consumers are not compulsory to be final using the products or services. For instance, in the ISS case, the owners of the building who sign the contract with ISS company about providing services to this building can be seen as consumers of this services, however, the final customers who use, experience and judge the quality of ISS services quality in this building are people who are working or have been using services inside this building and have advantages of the facilities there. For the external customers, they are who receive goods or services from the supplier inside the company (The management and control of quality, fifth edition by James R. Evans & William M. Lindsay, p 15). In the ISS case they can be the employees who work as cleaners or people who directly work to provide quality service. They receive the guides, instruction about cleaning professional skills as well as material for cleaning such as chemicals, mops, etc. supporting for service providing process.

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In all group of customers, the need of quality service and product are existing, moreover, they have relation and integration. According to Kendrick, Michael (1994), there are thirty ingredients of quality services. Thirty points demonstrated as a long time of assembling the observations, researching and study from the suggestion of W. Wolfensberger in 1983. Generally, thirty elements listed mentioned to two main objectives: customers and service providers. To provide the best services, the providers need to have understanding of the service and standards as well as the demanding for their customers. They also need to be provided the good materials. These are mentioned as appropriate acknowledgment and support for the existential, emotional and spiritual struggles of the person served (Thirty elements of service quality, Michael J. Kendrick PhD, 1994). For the second objective- customers, they should be participated and cooperated with service providers in process of building quality service, and they are judges for the valuing of the end results. The service and person who designs the service also need to reach some standards for example about the location, and accessibility. The American scholar: Zeitham VA, Parasuraman A and LB Leonard has launched the decisive factor in the quality of services, such as: The first is reliability : the onsistency in operating, performing correctly the function from the outset, comply with promises made to customers reliable. The second is a sense of responsibility : the zealous or the willing of providing service at the right time, timely of the supply staff. The thirst is the capacity: Employees must have the necessary skills and knowledge to work in this service.

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The fourth is the accessiblement: It is easy to access, with the waiting time, with opening hours The fifth is the behavior: the polite, respect, caring and friendly of staff in the enterprise with customers. The sixth is the communication: Inform with the customers by their own words, listen to the opinions of our customers, adjusted for how to communicate with different groups of clients, explain that the service process itself will cost how much and it help solve what problem . The seventh is the credibility : honesty, trustworthy, reputation of the enterprise, the personal qualification of the servants. The eighth is the safety : Client felt no danger, no risk or doubt, safe in physic, in finance, maintain the clients confidentiality. The ninth is the customer insights : the efforts of understanding the customer's needs, keeping in mind the specific requirements of each individual, creating the attention to the individual, identifying the regular and loyal customers of the enterprise. The tenth is the visible: the physical evidence of the service, the facilities, the appearance of staff, the equipment to conduct services, physical symbol of service.

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The Theservice servicequality qualityfactors factors Reliability Reliability Responsibility Responsibility Capability Capability Accessibility Accessibility Manners Manners Communicating Communicating Credibility Credibility

A.

Services desired

B.

Aware services

The Thelevel levelof ofcustomer customer satisfaction satisfaction Exceeding Exceeding expectations(A<B, expectations(A<B,excellent excellent quality) quality) Meet Meetexpectations(A=B expectations(A=B satisfactory satisfactoryquality) quality)

Figure 2. quality models The model show the relation ship of 10 quality factors and the customers expectations.The difference between customer care and customer service From the above definition can be seen the concept of customer care consists of two parts:Firstly, customer care is customer service in a way that they want to serve.Secondly, customer care aiming to hold the existing customers, create customer loyalty.This makes the main difference between the two concepts of customer care and customer service. Normally people often uniform entirely two concept, customer care is also customer service and reverse. But it is not really so. Customer service is also doing all that needed to serve clients in their desire to satisfy the needs and expectations of customers. But in customer service, people do not emphasize the purpose and object of its impact. Or maybe other words, the subject of customer service includes the existing customers and the potential customers, the purpose of customer service also includes maintaining existing customers and attract customers potential. Meanwhile, customer care only focus on existing customers, aiming to

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keeping existing customers. Customer care and customer service have the different purposes and objects of the impact. The contents of the customer's implementation is applying the customer service to existing groups of clients. So, we can give a definition of customer care: "Customer Care is customer service aiming to maintain existing customers." Customer care and reliability of products and services Customer Care as well as many other marketing activities are geared towards satisfying the needs and expectations of customers. Actually there are many different factors to satisfy the customer. These factors are divided into three main groups: The factor of product: diversity of product, price, quality ... The factor of convenience: location, delivery terms and conditions of change, opening times, payment methods ... The human factor: the skill level of sales, attitude of staff behavior ... 2.1.4. Relationship between Customer Satisfaction and Service Quality Since customer satisfaction has been considered to be based on the customers experience on a particular service encounter, (Cronin & Taylor, 1992) it is in line with the fact that service quality is a determinant of customer satisfaction, because servicequality comes from outcome of the services from service providers in organizations.Another author stated in his theory that definitions of consumer satisfaction relate to a specific transaction (the difference between predicted service and perceived service) in contrast with attitudes, which are more enduring and less situational-oriented,(Lewis, 1993, p. 4-12) This is in line with the idea of Zeithaml et al (2006, p. 106-107).

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Regarding the relationship between customer satisfaction and service quality, Oliver(1993) first suggested that service quality would be antecedent to customer satisfaction regardless of whether these constructs were cumulative or transaction-specific. Some researchers have found empirical supports for the view of the point mentioned above (Anderson & Sullivan, 1993; Fornell et al 1996; Spreng & Macky 1996); where customer satisfaction came as a result of service quality. In relating customer satisfaction and service quality, researchers have been more precise about the meaning and measurements of satisfaction and service quality. Satisfaction and service quality have certain things in common, but satisfaction generally is a broader concept, whereas service quality focuses specifically on dimensions of service.(Wilson et al., 2008, p. 78). Although it is stated that other factors such as price and product quality can affect customer satisfaction, perceived service quality is a component of customer satisfaction (Zeithaml et al. 2006, p. 106-107). This theory complies with the idea of Wilson et al. (2008) and has been confirmed by the definition of customer satisfaction presented by other researchers.

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* Reliability
* Responsiveness * Assurance * Empathy *Tangibles Service quality Situational factor

Product quality

Customer satisfaction

Customer loyalty F

Price

Personal factor

igure 3. Customer perceptions of quality and customer satisfaction The above figure shows the relationship between customer satisfaction and service quality. The author presented a situation that service quality is a focused evaluation that reflects the customers perception of reliability, assurance, responsiveness, empathy and tangibility while satisfaction is more inclusive and it is influenced by perceptions of service quality, product quality and price, also situational factors and personal factors.(Wilson, 2008) It has been proven from past researches on service quality and customer satisfaction that Customer satisfaction and service quality are related from their definitions to their relationships with other aspects in business. Some authors have agreed to the fact that service quality determines customer satisfaction. Parasuraman et al., (1985) in their study, proposed that when perceived service quality is high, then it will lead to increase in customer satisfaction. Some other authors did comprehend with the idea brought up by Parasuraman

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(1995) and they acknowledged that Customer satisfaction is based upon the level of service quality that is provided by the service providers (Saravana &Rao, 2007, Lee et al., 2000). Looking into this figure 1, relating it to these authors views, it is evident that definition of customer satisfaction involves predicted and perceived service; since service quality acted as one of the factors that influence satisfaction. More evidence of this relationship has been proven by past researches. As a result of the definition of customer satisfaction presented by Lewis, 1993,, Sivadas & Baker-Prewitt 2000, used a national random telephone survey of 542 shoppers to examine the relationship between service quality, customer satisfaction, and store loyalty within the retail department store context. One of the results was that service quality influences relative attitude and satisfaction with department stores. They found out that there is a relationship between customer satisfaction and service quality. In line with the findings of Sivadas & Baker-Prewitt 2000,, Su et al., (2002,) in their study of customer satisfaction and service quality, found out that; these two variables are related, confirming the definitions of both variables which have always been linked. They also dictated that service quality is more abstract because it may be affected by perceptions of value or by the experiences of others that may not be so good, than customer satisfaction which reflects the customers feelings about many encounters and experiences with service firm. Su et al., 2002 In addition to what the other researchers have found out from customer satisfaction and service quality, some other authors Wang & Hing-Po (2002), went into details to bring in customer value in the study of the relationship between customer satisfaction and service quality. Their study used SERVQUAL model in measuring service quality in Chinas mobile phone market, but with modification on the basis of focus group discussions and expert opinions to reflect the specific industry attributes and the special

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culture of China. Emphasis was then paid to the study of the dynamic relationships among service quality, customer value, customer satisfaction and their influences on future behaviours after the key drivers of customer value and customer satisfaction were identified. All of them were based on the development of structural equation models by using PLSGRAPH Package. (Wang & Hing-Po, 2002) This study blended the study of customer satisfaction and service quality with customer value which added more weight to the linkage between customer satisfaction and service quality because value is what customers look in an offer. 2.1.4.1. Gap Model of Service Quality (Zeithaml et al., 2006, 46) service quality frameworkservice quality framewor

SERVQUAL or RATER is a

SERVQUAL was developed in the mid-1980s by Zeithaml, Parasuraman & Berry. SERVQUAL means to measure the scale of Quality in the service sectors. The service quality model or the GAP model developed by a group of authors- Parasuraman, Zeithaml and Berry at Texas and North Carolina in 1985, highlights the main requirements for delivering high service quality

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Figure 4.Gap Model of Service Quality GAP 1: Gap between consumer expectation and management perception : This gap arises when the management does not correctly perceive what the customers want. For instance hospital administrators may think patients want better food, but patients may be more concerned with the responsiveness of the nurse. Key factors leading to this gap are:

Insufficient marketing research

Poorly interpreted information about the audience's expectations

Research not focused on demand quality

29

Too many layers between the front line personnel and the top level management

GAP 2 : Gap between management perception and service quality specification : Here the management might correctly perceive what the customer wants, but may not set a performance standard. An example here would be that hospital administrators may tell the nurse to respond to a request fast, but may not specify how fast.Gap 2 may occur due the following reasons:

Insufficient planning procedures

Lack of management commitment

Unclear or ambiguous service design

Unsystematic new service development process

GAP 3: Gap between service quality specification and service delivery : This gap may arise owing to the service personnel. The reasons being poor training, incapability or unwillingness to meet the set service standard. The possible major reasons for this gap are:

Deficiencies in human resource policies such as ineffective recruitment, role ambiguity, role conflict, improper evaluation and compensation system

30

Ineffective internal marketing

Failure to match demand and supply

Lack of proper customer education and training

GAP 4 : Gap between service delivery and external communication : Consumer expectations are highly influenced by statements made by company representatives and advertisements. The gap arises when these assumed expectations are not fulfilled at the time of delivery of the service. For example The hospital printed on the brochure may have clean and furnished rooms, but in reality it may be poorly maintained in this case the patients expectations are not met. The discrepancy between actual service and the promised one may occur due to the following reasons:

Over-promising in external communication campaign

Failure to manage customer expectations

Failure to perform according to specifications

GAP 5:

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Gap between expected service and experienced service : This gap arises when the consumer misinterprets the service quality. The physician may keep visiting the patient to show and ensure care, but the patient may interpret this as an indication that something is really wrong. 2.1.6. The Profit-Chain Model The profit chain model developed by Heskett et al. (1997), aims to introduce the importance of employe satisfaction in any business firm. The theory explains the relationship between employee and customer satisfaction. It shows that the profitability,and revenue growth is only possible through the service provided by the satisfied andmotivated employees.

Figure 5. Profit-Chain Model Several researchers have found that the business organizations where employee perceptions a re favorable enjoy superior business performance. The service profit chain model of business performance (Heskett et al, 1997) has identified customer satisfaction as,a significant dominant variable in this relationship. Profitability and Revenue growth is,directly proportion al to customer's loyalty. Loyalty is the direct outcome of customer,satisfaction. Customer sati

32

sfaction largely depends on the value of services providedand thus value is finally created by satisfied, loyal and productive employees. The level.of satisfaction within employee is measured by the feelings they have towards their.jobs companies and their co,operation with other staffs. It is very important to createemployee satisfaction which is largely related to different eleme nts such as the design of workplace, the standard of job provided, training and development, rewards and benefits, bonuses and salaries, and tools for serving customers.( Heskett et al. 1997, 1112)Employee surveys are one of the key vehicles for ensuring a full dialogue between management and employees. Although many companies already conduct effective surveys, few companies excel at survey follow-up, which is the phase that achieves maximum business value. (Thomas Rollins 1994, 35)The employed theory tries to give a cle ar picture of importance of satisfied and motivated employees to create profitability in the co mpany. The senior management may.find this theory as an opportunity to take action for enh ancement of profitability of the company.

2.1.4.2. Hezberg's Two Factor Theory Frederick Herzbergs two factor theory aims to provide clear pictures of the factorsthat cause s job satisfaction as well as a different set of factors that cause dissatisfaction in the work place. Since this report aims to study about employees motivational and demotivational factors, the part of the questionnaires are thus based on this theory to find out different circumstances

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Figure 6. Hezberg; s Two Factor Theory (Tutor 2u, 2012) According to Herzberg Frederick Two factor theory people are influenced by two fac-tors i.e. Motivation and hygiene. Herzberg analyzed this motivation theory during his investigation of 200 accountants and engineers in the USA who were asked to recall the moment when they had felt positive or negative at work and reason for all those feelings. He acknowledged that satisfaction and psychological growth was a factor of motivational likewise Dissatisfaction was a result of hygiene. According to Herzberg hygiene factors are needed to make sure that an employee does not become dissatis-fied. They do not lead to higher levels of motivation, but without them there is dissat-isfaction. Motivation factors are needed in order to motivate an employee into higher performance. These factors result from internal generators in employees. (Training & Development Solutions, 2001 - 2013). 2.1.5. Relationship between customer care and customer satisfaction 2.1.5.1. Customer care as a means of customer satisfaction

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Growth of business in most service industries is built up on a reputation for providing customer satisfaction through a good standard of attention and case. This is closely associated with exercising fiduciary responsibilities. Maintaining good standards of customer care is as fundamental to marketing as the development and launch of a new product or service. But unfortunately, providing a high standard of customer care cannot be qualified vary basically. As a result, it is often regarded as an operation rather than marketing function. 2.1.5.2 Fostering customer opinions as a means of customer Satisfaction Customers are the lifeblood of any business. Customer care therefore is paramount. The ways in which services to publish can be improved are numerous and organizations should incur considerable expense researching then servicing image and reputation. The public relations department at an organization usually has the main task of ensuring that the mainstream marketing efforts are fully supported through winning the esteem of customers and the public at large. Without a good reputation for understanding customer problems and requirements, an organization will lose existing customers and fail to attract at least its market share of new business. Customers who are not given an opportunity to business can do damage to the organization by the word of mouth, because of influence they have on the existing potential customers. A complaints department is essential for the success in any service business responsive to complaints and diligent in finding out facts. (Davidson,1978). 2.1.5.3 Customer care as a means of business survival.: Business survival is the continued existence, sustenance and growth of business entity. Organizational survival calls for innovation managerial skills in the exertion of the various business activities/ functions in a competitive environment. Its through such skills

35

that an organization can adapt to its competencies and eventually out rival its potential and actual competitors. In the provision of products and services, it is usual for both the seller and the buyer to come into contact. Its during this contact that clients form their impression of the quality of services that the organization is delivering. This may be termed as the moment of truth (could1984 and Zemke 1985) the contact with the customer puts the organization to test its performance, quality of the product and service and the results of the test are positive to the organization which offers a high standard customer care services. =>The gap between expectations, perceptions, and delivery of customer care services if managed at a high level, the relationship is mutually a beneficial one where there is equilibrium of commitment. This in turn will encourage repeat customers and give a greater share of the customer which is the defining factor in customer satisfaction 2.1.6. Customer satisfaction measurement and model reasearch 2.1.6.1. Customer satisfaction measurement Customer satisfaction measurement :Westbrook (1980) suggested that future researchers propo se multitem scale for measuring customer satisfaction, lowering measurement

errors and improving the scale reliability at the same time. Sureshchandar.et al. (2002) pointed out that customer satisfaction should be viewed.as a multi.dimensional construct and the meas urement items should be.generated with the same dimensions of service quality. In addition, L ee.(1999) conducted a case study on the Library of Council for Economic.Planning and Development of the Executive Yuan, investigating users.usage on the library service and their satisfaction. Circulation operations,.collections utilization, environment and physical facilities, attitude of the.staff, serving manners, and education and consultancy are considered as.6 major

36

dimensions for evaluating user satisfaction. The results serve.as a reference for the library to i mprove its service quality and serviceo performance. Customer satisfaction measurement (CSM) is not an end in self; it is a useful means to achieving several objectives of business organisations (Parasuraman et al., 1988; Gronroos, 1991; Reichheld 1996 and Kotler & Keller 2006). CSM is both diagnostic and predictive tool. CSM enables organisations to evaluate their abilities and capabilities to mee t customers expectation, desires and needs effectively. CSM process is one of the projective ways of getting into the minds of customers and obtaining certain hidden, but valuable continuous feedback from customers; this is a basic element in Total Quality Management (Zairi, 1994). CSM enables organisations to analyse the performance of an offering to customers to identify areas of improvements as well as customers priorities, which can serve as the bases for customer segmentation. CSM can be used to compare the performance of separate business units of an organisation in various times and locations (Jones & Gryna, 1988 in Mehdi B. M, 2007). CSM can be used by suppliers to demonstrate their customer-centric philosophy to win customers attention and concerns so that customers talk favourably about the company and its products or services (Kotler & Keller 2006). Customer retention: Many researches suggest that CS is a key determinant of customer retention (Bolton, 1998; Rust and Zahorik, 1993; Zeithaml et al., 1996).According to Reichheld (1996), satisfaction measures have accounted for up to 40 percent of the variance

37

in models of customer retention. Customer retention is regarded as essential factor in Customer Relationship Management (Reichheld, 1996; Kotler & Keller 2006). Customer loyalty and profitability: CS is regarded as a necessary antecedent of customer loyalty, which in turn is a driver of profitability and performance (Heskett etal., 199 7; Reichheld, 1993). Driver of behaviour intentions: Increasing CS and customer retention leads to improved profits, positive word-of-mouth, and lower marketing expenditures (Reichheld, 1996). Customer satisfaction survey can provide the following benefits: Improve customer, client or employee loyalty, react quickly to changes in the market, Identify and capitalize on opportunities, beat the competition, retain or gain market share, increase revenue, reduce costs (e.g., turnover or hiring), maximize investment in changes by knowing which has biggest payoff (SPSS White Paper, 1996). Managerial value: One of the benefits that management see in customer satisfaction surveys is in providing information on how best to proceed with a quality improvement programme (Rust et al., 1994).

2.1.6.2. Model reasearch of customer satisfaction measurement One of the most useful measurements of service quality is the dimensions from the SERVQUAL model. In the creation of this model for the very first time, Parasuraman et al. (1985) identified 97 attributes which were condensed into ten dimensions; they were found to have an impact on service quality and were regarded as the criteria that were important to access customers expectations and perceptions on delivered service (Kumar et al., 2009, p.214).

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The SERVQUAL scale which is also known as the gap model by Parasuraman, et al. (1988) has been proven to be one of the best ways to measure the quality of services provided to customers. This service evaluation method has been proven consistent and reliable by some authors (Brown et al., 1993). They held that, when perceived or experienced service is less than the expected service; it implies less than satisfactory service quality; and when perceived service is more than expected service, the obvious inference is that service quality is more than satisfactory (Jain et al., 2004, p. 27). From the way this theory is presented, it seems the idea of SERVQUAL best fits the evaluation of service quality form the customer perspective. This is because when it is stated perceived and expected service, it is very clear that this goes to the person,who is going to or is consuming the service; who definitely is the consumer/customer. The original study by Parasuraman et al., (1988) presented ten dimensions of service quality.

Tangibles: the appearance of physical artefacts and staff members connected with the service (accommodation, equipment, staff uniforms, and so on). Reliability: the ability to deliver the promised service. Responsiveness: the readiness of staff members to help in a pleasant and effective way. Competence: the capability of staff members in executing the service. Courtesy: the respect, thoughtfulness, and politeness exhibited by staff members who are in contact with the customer. Security: the absence of doubt, economic risk, and physical danger. Access: the accessibility of the service provider. Communication: an understandable manner and use of language by the service provider.

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Understanding the customer: efforts by the service provider to know and understand the customer. In first SERVQUAL model that came had 22 pairs of Likert-type items, where one part measured perceived level of service provided by a particular organization and the other part measured expected level of service quality by respondent. (Kuo-YF, 2003, p. 464- 465). Further investigation led to the finding that, among these 10 dimensions, some were correlated. After refinement, these ten dimensions above were later reduced to five dimensions as below: Tangibility: physical facilities, equipment, and appearance of personnel Reliability: ability to perform the promised service dependably and accurately Responsiveness: willingness to help customers and provide prompt service Assurance: knowledge and courtesy of employees and their ability to inspire trust and Confidence Empathy: caring individualized attention the firm provides to its customers The aggregated sum of difference between perceptions and expectations from the five dimensions forms the global perceive quality construct. (Laroche et al., 2004, p. 363) Following this view, customers expectations were met through the outcome dimension (reliability) and exceed it by means of the process dimension (tangibility, assurance, responsiveness, and empathy). To confirm the validity of SERVQUAL model in the evaluation of service quality,Zeithaml e t al (2006), stated that service quality is a focused evaluation that reflects the,customers per

40

ception of reliability, assurance, responsiveness, empathy, and tangibles(Zeithaml et al., 200 6, p. 106,107). They added that among these dimensions,reliability has been shown consist ently to be the most important dimension in service,quality (Zeithaml et al., 2006, p. 106107). Other researchers saw the need of additional components of service expectations that is,functi onal and technical dimensions. (Grnroos 1983) The idea was that, consumers,make service e valuations based on the technical dimension that is what is delivered and.on the functional di mension that is how, why, who, and when it is delivered. (Laroche et,al., 2004 p. 363: Grnro os 1983)Although the elements listed in SERVQUAL model have been proven to be the mai nmethod for evaluating service quality from the consumers perspective (Brown et al.,1993), drawbacks in using SERVQUAL in measuring service quality has been thereason that the SE RVPERF scale was proposed by Cronin & Taylor (1992, cited in Jainet al. (2004, p. 2537) af ter they called into question the conceptual basis of the,SERVQUAL, having found it, led to confusion with service satisfaction (Jain et al.,2004, p. 2537). These researchers discarded the E for expectation` claiming instead,that P for performance alone should be used. They meant that higher perceived.performance entails higher quality service. Unfortunately, during this past century,customers have changed their behaviours in ways that do not suit organizati onal,behaviour. Till date, it is unclear as to which of SERVQUAL and SERVPERF issuperio r in measuring service quality (Jain et al., 2004, p. 25-37).

2.2. Related empirical studies

41

QUALITY ASSESSMENT SERVICES PROGRAM GUIDE TOURIST 'HERITAGE OF THE MIDDLE'

(Bui Thi Tam, Department of Tourism, University SCIENCE MAGAZINE-Hue, Hue University, No. 51, 2009) The study evaluates the quality of service is always complex issues require to be tested and to improve both the theoretical aspects and practical applications of the specific service conditions. The study is based on customer satisfaction to evaluate the quality of service by pointing out the relationship between service and clients satisfaction. In this study, the model of the gap of the service quality (SERVQUAL) was applied to evaluate the quality of the service of guide travel program Journey of Central Heritage. The results showed that all five variables measuring the quality of service guidelines are identified and assessed with low variance explained the elements of service quality expectations and quality experience by tourist. This is a significant demonstration of the suitability of the operating variables of the theoretical model for measuring service quality of the travel guide. Research results also showed that tourists quite satisfied with the service quality of WHR and evaluation of lead levels in all the important elements of quality of service, especially variables 'reliability' and 'assurance'. Therefore, to help maintain and improve the quality of guidance services, the solution should be focused on implementing include: cultural construction services, training and re-training team instructors, assessment and regular monitoring service quality instruction, building and maintaining customer data systems to capture and update the market demand for better service and improve satisfaction customers

42

Customer Satisfaction Research of Nepal SBI Bank Ltd (Prakash Dhakal, 2012): The objective of this research is to assess and measure the level of customer satisfaction for Nepal SBI bank ltd. The research is focused to reveal the expectations of customers which co uld be crucial for SBIs growth and success. Since working staffs plays,an important role to c reate quality service, the research is also centred to find out employees motivational factors. It is very important to translate and quantify customersexpectations into measurable targets. This provides an easy way to make decision concentrating on different attributes in order to i mprove customer satisfaction. Thus theresearch is also aimed at measuring the level of custo mer and employee satisfaction.Theoretical framework of this research is centred to service qu ality created by satisfied,employee to meet up customers expectations. The study employs th e Gap Model of,Service Quality, Profitchain Model, Herzberg two factor theories and ISO G uidelineto measure the customer satisfaction as the main theories for research.The empirical r esearch was accomplished using quantitative method. Out of 125 questionnaires served 108 p eople responded. The response rate was 86.4%. Out of 50 questionnaires served to SBI staffs 38 responded which accounts to 76%.The results of survey indicates that the overall level of satisfaction among the custom,ers of SBI is quite good however not yet excellent. Likewise, e mployee motivational,factors should be emphasized and take into actions in order to improve the satisfaction,level of staffs to enhance the quality of services and products. Customer educ ation,employee training programs and several researches are highly recommended. IFAD (2007) studied customer satisfaction in rural micro-finance institutions in Uganda, Kenya and Tanzania. Combining qualitative (14 focus group of 71 clients) and quantitative approaches (209 interviews), this study assessed the determinants of customer satisfaction for rural customers accessing both credit and savings facilities. Results revealed that

43

customers prefer unlimited access to their savings while on credit facilities, customers want to have access to loan amounts they actually apply for at a reasonable price and on flexible repayment term conditions . The study suggested also that surveyed customers were all satisfied exhibiting a Customer Satisfaction Index of 81%. The study concluded that financial services should be delivered by courteous staffs that preferably are not being changed /swapped. Murray (2001) concentrated his study on customer satisfaction levels using data from four MFIs affiliated to Womens World Banking in three countries: Colombia (America), Bangladesh (Asia) and Uganda (Africa) with a total sample of 3,000 clients. Using Likerts scale, the author took into account expectations and perceptions items plotting results on a two-axis grid. Results proved that customers are more satisfied by accessing higher loan amounts, faster turnaround times, lower loan requirements and lower prices. However, it seemed that customers preferring to develop a long-term relationship with the MFI want to be given preferential treatment while all customers are demanding increasing levels of customer service. Othman and Owen (2001) conducted a study about customer satisfaction in Islamic Banks by using the service quality model. Their study used a survey of 360 customers selected by Systematic Random Sampling. Using CARTER model scale, their results suggested that customer satisfaction in Islamic banks should be measured through the proposed 34 items instead of reducing it into the original number of SERVQUALs five dimensions and their 22 items. Their results indicated that in Islamic banks, managers and practitioners should be aware of cultural or religious dimension. Alhemound (2007) investigated customer satisfaction in the banking sector in Kuwait. His study used a sample of 605 randomly selected retail customers. Using descriptive statistics,

44

Correlation and ANOVA tests, his results showed that, in general, customers in Kuwait are satisfied with services provided by retail banks. In this regard, customer satisfaction is mainly driven by: availability of ATM in several locations, safety of funds, easy to use ATM and the quality of services provided.

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CHAPTER 3:.METHODOLOGY 3.1.Research Design This study used both qualitative and quantitative methods of calculation. Qualitative methods were used through the table of questions sent to customers describe collect customer appreciation. Qualitative methods are used in the discussions, chat with customers, experts on the elements of customer satisfaction with customer care services as well as the study of the care lieueulieen the company's customers. 3.2. Population, Sample Size and Sampling Technique Random selection in the clients of Thai Nguyen Motorbike Service and Trade, Co,Ltd. using this formula N = total population d = sampling error Z = confidence level (95 percent = 1.96) p = the estimated proportion of the population to be studied. n = the desired sample size

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N= 1500 d = 0.05 z = 1.96 p = 0.50 sample size :305

3.3. Research Instrument Using the table of the survey questionnaire, interviews. Customers will receive a table of survey question and a detail instruction to get correctly answers.\

Doi tuong hoi Bang hoi Muc dich cua cau hoi
3.4. Data Gathering Procedure Collect documents and related information from Thai Nguyen Motorbike Service and Trade, Co., Ltd..

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1. Send mail for getting a permission of using data tocompany director customer relations department. If approved, the work continues to prepare data collection. 2. Preparing and using tools for data collection: usb, voice recorder, camera, 3. Research conducted on the data collected Primary and secondary data. 1. Primary data: Sampling method: selected by random sampling method selection and edit the questions based on the opinions of experts. Data collected by the research questions and techniques of interviewing the

customers who have used, got the customer care services of the company. 2. Secondary data: information, data reporting of customer care services are stored in the customer relations department of the company.

Tools of table of survey questions for clients including 4 parts: - Part I is information, the profile of the respondents who use / receive the customer care service of Vina motor. - Part II is the expectation, the desire of customer with 5 elements: Reability, Responsiveness, Assurance, Empathy, Tangibles of customer care services. - Part III is the evaluation of the customers comments with customer care services by 5 factors: Reability, Responsiveness, Assurance, Empathy, Tangibles by the mesure of 5 Likert.

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- Part IV reviews the customers satisfaction with the customer care services of the company.

scale Likert Strongly disagree 1 Disagree 2 Neither agree Agree 4 Strongly agree 5

nor disagree 3

The process variables measured by Likert scale

ingredients
Personal information of the response object

variable
+Gender +Age +Level +Uses customer care services

scale

Information

about

+ get customer care service + Reability + Responsiveness + Assurance + Empathy + Tangibles

Likert

gap

year

the customer's opinion of the quality of

from 1 = Strongly Disagree to 5 =

service aspects

Strongly Agree

49

Info

opinion

of

+ satisfaction

Likert

gap

year

customer satisfaction

from 1 = Strongly Disagree to 5 =

Strongly Agree using the Likert 5 point scale, with choices ranging from 1 to 5 as follows Scale 5 4 3 2 1 Range 4.5 - 5.0 3.5 - 4.49 2.5 - 3.49 1.5 - 2.49 1.0 - 1.49 Evaluating level Strong agree Agree Neither agree nor disagree Disagree Strong disagree

3. Data processing and analysis Xu ly so lieu bang phan mem exce. Danh gia va phan tich so lieu theo m hnh SERVQUAL Kt qu cc d liu c thu thp s c dung bng phn mm s dng trn my tnh. Cn na y,c phi nu ra bng o lng khong cch gi mong i v cm nhnthc o ca SERVQUAL v phi nu chi tit cc bin ca 5 phn

+ Reability + Responsiveness + Assurance + Empathy

50

+ Tangibles + satisfaction

TABLE SURVEY OF CONSUMER SATISFACTION OF CUSTOMER SERVICE AT HONDA OF TRADING COMPANY LIMITED SERVICE ENGINE AND THAI NGUYEN Dear you. I am a student of Business Administration University of economics and business administration Thai Nguyen , Vietnam . We are researching topics "Evaluation of customer satisfaction with customer care services in Commercial & Co. motorcycle services in Thai Nguyen, Vietnam " . Attached is the questionnaire which has six simple questions . Please do not leave any questions unanswered . We need your opinion / her about this issue . I hope he / she may take a few minutes to complete the questionnaire 51

below . Opinions of him / her is very important to help me complete this study . Sincere thanks to the help of him / her .

*EXPECTATIONS This survey deals with your opinions of Vinamotor Thainguyen's customer care service . Please show the extent to which you think Vinamotor

Thainguyen's customer care service should posses the following features. Strongly disagree 1 Disagree 2 Neither agree Agree nor disagree 3 4 Strongly agree 5

52

53

1 A 1 2 3 4 Tangibles Vinamotor Thai Nguyen company will have modern equipment. The physical facilities at Vinamotor Thai Nguyen will be visually appealing. Employees at Vinamotor Thai Nguyen will be neat appearing. Materials associated with the customer care service (such as pamphlets or statements) will be visually appealing at an Vinamotor Thai Nguyen B 5 6 company Reliability Customer care service of Vinamotor Thai Nguyen will have reliable When customer service care of Vinamotor Thai Nguyen compan y promise to do something by a 7 certain time, they do. When a customer has a problem, customer service care of Vinamotor Thai Nguyen company will 8 show a sincere interest in solving it. customer service care of Vinamotor Thai Nguyen company will perform the service right the first 9 time. Customer service care of Vinamotor Thai Nguyen company will provide the service at the time they promise to do so. 10 All procedures of customer service care of

Vinamotor Thai Nguyen company will easy and convenient for customer 11 Customer service care of Vinamotor Thai Nguyen company will insist on error free records 54

* PERCEPTIONS The following statements relate to your feelings about the particular Vinamotor Thainguyen's customer care service you chose. Please show the extent to which you believe Vinamotor Thainguyen's customer care service has the feature described in the statement. Here, we are interested in a number that shows your perceptions about Vinamotor Thainguyen's customer care service

Strongly disagree 1

Disagree 2

Neither agree Agree nor disagree 3 4

Strongly agree 5

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1 A 1 2 3 4 Tangibles Vinamotor Thai Nguyen company has

modern equipment. The physical facilities at Vinamotor Thai Nguyen are visually appealing. Employees at Vinamotor Thai Nguyen are neat appearing. Materials associated with the customer care service (such as pamphlets or statements) are visually appealing at an Vinamotor Thai

B 5 6

Nguyen company Reliability Customer care service of Vinamotor Thai Nguyen have reliable When customer service care of Vinamotor Thai Nguyen company promise to do

something by a certain time ,it does so.. When a customer has a problem, customer service care of Vinamotor Thai Nguyen

company show a sincere interest in solving it Customer service care of Vinamotor Thai Nguyen company perform the service right

the first time. Customer service care of Vinamotor Thai Nguyen company provide the service at the

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1 0 1 1 C 1 2 1 3 1 4 1 5 1 6 D 1 7

time they promise to do so All procedures of customer service care of Vinamotor Thai Nguyen company easy and convenient for customer Customer service care of Vinamotor Thai Nguyen company insist on error free records Responsiveness Employees of Vinamotor Thainguyen's customer care service always polite and

friendly and gets on well with customer Employees of Vinamotor Thainguyen's customer care service tell customers exactly when services will be performed Employees of Vinamotor Thainguyen's customer care service give prompt service to customers Employees of Vinamotor Thainguyen's

customer care always be willing to help customers. Employees of Vinamotor Thainguyen's

customer care have hotline respond to customers requests. Assurance Employees of Vinamotor

Thainguyen's

customer care service have the knowledge to answer customers questions 57

1 8 1 9 2 0 E 2 1 2 2

Employees

of

Vinamotor service

Thainguyen's

customer care

resolve customer's

complaints and request quickly and rational Employees of Vinamotor Thainguyen's customer care service handling operations quickly and accurately Customers of Vinamotor Thainguyen feel belive, comfortable in Vinamotor

Thainguyen's customer care service Empathy Vinamotor Thainguyen's customer

care

service give customers individual attention Vinamotor Thainguyen's customer care service have operating hours and

communication space convenient to all their 2 3 2 4 2 5 customers Employees of Vinamotor Thainguyen's

customer care service have employees who give customers personal attention Employees of Vinamotor Thainguyen's customer care service understand the needs and wants of customers Vinamotor Thainguyen's customer care

service have their customers best interests at heart 58

Name of Interviewer / Tn ngi phng vn:

Signature / Ch k

59

REFERENCES Em trich dan TLTK the nay cung chua duoc dau. Lam lai nhe. Phan nay Tu lam tot hon, em co the tham khao. Cronin & Taylor (1992, cited in Jainet al. (2004, p. 25-37) (Bui Thi Tam, Department of Tourism, University SCIENCE MAGAZINE-Hue, Hue University, No. 51, 2009) IFAD(2007) , Survey report on the relationship between customer satisfaction in rural finance and technological innovation usage by rural finance institutions (RFIs), A four-country study of selected RFIs in East and Southern Africa Murray (2001), what do MFI customers Value? A comparative analysis from three continents, the IVth Interamerican Conference on Microenterprise , Dominican Republic, November 14th to 16th, 2001 Othman, A., and Owen,L.(2001) , The multi dimensionality of Carter model to

measure customer service quality (SQ) in Islamic banking industry : a study in Kuwait finance House , International Journal of Islamic Financial Services

[1] Wirtz J, Tomlin M (2000) Institutionalising customer-driven learning through fully integrated customer feedback systems. Managing Quality Service 10(4):205215

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[2] Stauss B, Hentschel B (1992) Attribute-based versus incidentbased measurement of service quality: results of an empirical study with german car service industry. In: Kunst P, Lemmink J (eds) Quality management in service. Van Gorcum, Maastricht, pp 5978

[3] Parasuraman A, Zeithaml V, Berry L (1994) Reassessment of expectations as a comparison standard in measuring service quality: implications for future research. J Mark 58:111124

Source : http://en.wikipedia.org/wiki/Customer (source: http://www.wparesearch.com/uncategorized/the-importance-of-

customer-satisfaction/)

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