BUSINESS RESEARCH METHOD

TOPIC: ASSESSMENT THE FACTORS OF SERVICE QUALITY THAT AFFECT TO CUSTOMER SATISFACTION IN CO.OP MART NGUYEN DINH CHIEU IN HO CHI MINH CITY

Lecturer: PhD. Le Hoang Dung Class: Business Research Method

TEAM MEMBER
Nguyen Truong Thuy Anh Nguyen Thoai Ngoc Nguyen Van Hung Phan Le Vu Nguyen Thi Hong Nhung Le Hoang Anh Thu

TABLE OF CONTENT
CHAPTER 1: INTRODUCTION
I. II. III. IV. I. II. III. I. II. III. IV. V. VI. Introduction Rationale of Study Research Objective Research Question The Definition of Concept The relationship between customer satisfaction and service quality Research Model and Hypothesis Research Method Research Sample Research Site Research Design Data collection procedure Data Analysis

CHAPTER 2: LITERATURE REVIEW

CHAPTER 3: METHODOLOGY

REFERENCES APPENDIX A: Questionnaire APPENDIX B: Interview question

INTRODUCTION
CHAPTER I CHAPTER II

INTRODUCTION
Being the leader of
in

RATIONALE OF STUDY
The typical example
Helping Nguyen Co-op Dinh Mart Chieu

CHAPTER III

retailing

systems

supermarket segment

Be one of top large-size

rank in Co-op Mart

understand and maintain

high level of customer satisfaction

supermarket system

INTRODUCTION
CHAPTER I CHAPTER II

RESEARCH OBJECTIVE
Factors of service quality that affect customer satisfaction in Co.op Mart NDC Customer satisfaction level in Co.op Mart Nguyen Dinh Chieu Suggest plan to improve the service quality

RESEARCH QUESTION
What are the factors of service

CHAPTER III

quality

that

affect

customer

satisfaction? How are people satisfied into the

current service quality?

What should be done to

limit/remove the weakness as well as improve the service quality?

LITERATURE REVIEW
CHAPTER I

Customer Satisfaction
CHAPTER II

Relationship ???

Service quality

Overall evaluation of customer

Critical for service firms to position themselves strongly in a competitive environment (Parasuraman et al., 1985; Shemwell et al., 1998; Mehta et al., 2000) Indicators of business performance (Hurley & Estelami, 1998).

CHAPTER III based on experience of purchase

and consumption with a product or service over time (Anderson et al., 1994; Fornell, 1992) A function of pre-purchase

expectations
perceived respective

and

post-purchase
of the

performance product or

service

(Churchill and Surprenant, 1982)

LITERATURE REVIEW
CHAPTER I CHAPTER II H1: Customers have satisfied Tangibility on Co.op Marts (NDC) H2: Customers have satisfied Reliability on Co.op Marts (NDC) H3: Customers have satisfied Responsiveness on Co.op Marts (NDC) H4: Customers have satisfied Assurance on Co.op Marts (NDC) H5: Customers have satisfied Empathy on Co.op Marts (NDC) Tangibility Reliability Responsiveness Assurance Empathy

CHAPTER III

Service Quality

Customer Satisfaction

Figure II.1: Research Model (Source: Adapt from SERVQUAL model developed by Parasuraman Berry and Zeithaml 1985)

METHODOLOGY
CHAPTER I

The measurement of quantity

CHAPTER II

Quantitative
CHAPTER III

Analyzing customer satisfaction to dominate another method

Investigating and analyzing the performance

Qualitative
Specially important behavioral sciences in the

METHODOLOGY
CHAPTER I

Communication
CHAPTER II

Interview Questionnaire

CHAPTER III

Qualitative Methods

Observation

Participant Observation

Direct Observation

Variables Average

Quantitative Methods

Percentage Variance and standard deviations

METHODOLOGY
CHAPTER I CHAPTER II
Under 25
Staffs

Age

25-34 35-49 Over 50 Male

Main Occupation

Students Unskilled labors Other jobs Under Grade 9

CHAPTER III

Gender

Female

Education

Grade 9 -12
Over grade 12

Average Income

Low Medium High

Family Size

Marital Relationship

Single Married

Others

Understand the customers need, classify customers into different categories to have the suitable strategies

METHODOLOGY
CHAPTER I CHAPTER II

Data Collection Procedure

CHAPTER III

Nguyen Dinh Chieu Co.op Mart, District 3, HCMC

Time
Two week (April 1st - April 15th,2013)

Students, officers and housewives Using 150 questionnaires

Location

Customers and survey

REFERENCES
History of Co-op Mart, 2006. Introduction of Sai Gon Co.op Report Kotler, P. and Keller, K. L. (2009) Marketing management (13th end). New Jersey: Pearson Education Inc, Upper Saddle River Anderson, Eugene W., Claes Fornell, and Donald R. Lehmann (1994). Customer Satisfaction, Market Share, and Profitability: Findings from Sweden. Journal of Marketing. 58 (July): 53-66. Fornell, C. (1992). "A National Customer Satisfaction Barometer: The Swedish Experience." Journal of Marketing, Vol. 56, p.6-21. Churchill, Gilbert and Carol Suprenant (1982): An investigation into the Determinants of Customer Satisfaction. Journal of Marketing Research. Vol. 19, p.491-504. Wicks, A. M., & Roethlein, C. J. (2009). A Satisfaction-Based Definition of Quality. Journal of Business & Economic Studies, 15(1) 82-97. Anton, Jon. (1996). Customer Relationship Management: Making Hard Decisions with Soft Numbers. Prentice Hall.

REFERENCES
Edvardsson, B., Gustavsson, A., Johnson, M.D., Sandn, B., 2000. New Service Development and Innovation in the New Economy. Studentlitteratur, Lund, Sweden.

Hurley, R. F., & Estelami, H. (1998). Alternative indexes for monitoring customer
perceptions of service quality: A comparative evaluation in a retail context. Journal of the Academy of Marketing Science, 26(3), 209 221. Parasuraman, A., Valarie A. Zeithaml, and Leonard Berry. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research," Journal of Marketing, 49 (4): 4150. Shemwell, D.J., Yavas, U., & Bilgin, Z. (1998). Customer-service provider relationships: An

empirical test of model of service quality, satisfaction, and relationship oriented outcome.
International Journal of Service Industry Management, 9, 155-168. Mehta, S. C., Lalwani, A.K., & Soon Li Han (2000). Service quality in retailing: relative efficiency of alternative measurement scales for different product-service environments. International Journal of Retail & Distribution Management, 28(2), 62-72.

REFERENCES
Ghobadian, A., Speller, S. & Jones, M. (1994). Service quality: concepts and models. International Journal of Quality & Reliability Management, 11 (9), 43-66. Juran, J.M. How to Think About Quality. In Juran, J. M., and Godfrey, A. B. (Eds.). (1999). Jurans Quality Handbook (p. 2.1 2.3.). 5th Edition. New York, NY: McGraw-Hill. Pitt, L.F., Watson, R.T. & Kavan, C.B. 1995. Service quality: a measure of information systems effectiveness. MIS Quarterly, 19(2):173-188. Cronin, J. J. Jr. e Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension, Journal of Marketing, 56[July], 55-68. Cooper, D.G and P. Schindler (2006). Business Research Methods. 9th edition. New York: McGraw-Hill Irwin. Cavana, R., Delahaye, B., and Sekaran, U. Applied Business Research: Qualitative and Quantitative Methods, (3rd edition) John Wiley & Sons Australia, Ltd, 2001

APPENDIX A

QUESTIONNAIRES

QUESTIONNAIRE
PART 1: PERSONAL INFORMATION
In this first part, you are about to be asked to answer some questions on your personal information. If there is no problem about hiding some particular information, you are better to answer all of the questions. 1. Gender Male Female 2. Age a. <25 years b. 25 34 years c. 35 49 years d. Over 50 years

QUESTIONNAIRE
3. Marital status a. Single b. Married c. Others 4. Household size a. < 4 people b. 4 people c. 5 people d. 6 people e. > 6 people 5. Your monthly family Income a. < VND 10,000,000 b. VND 10,000,000 20,000,000 c. VND 20,000,000 30,000,000 d. >VND 30,000,000

QUESTIONNAIRE
PART 2: CUSTOMER SATISFACTION IN CO.OP MART NGUYEN DINH CHIEU IN HO CHI MINH CITY
Please indicate the level of satisfaction about the quality statements of the service as the following:

Loyalty program Free delivery service Counter systems Promotional program Parking Employees behavior

Factor

Service quality statement

Strongly Strongly Disagree Neutral Agree disagree agree

Parking is extensive and convenient for customers The quantity of cashier counters are enough to respond customers demand in rush hours Electronic Cash Register, operate accurately and quickly Employees are well-dress and appear neat TANGIBLE Posters and advertisement attract customers intention Looking up Customers information machines at supermarket are easy to use and satisfied customers Delivery counter is easy to find and enough space to contain goods

Factor

Service quality statement Products delivered ensure good condition, no damaged Goods are delivered at the right time, address as promised with customers

Strongly Strongly Disagree Neutral Agree disagree agree

Never had any mistakes in RELIABILITY delivered goods (lack of good, wrong address)
Promotional products ensure the good quality and within expiry period Cashiers collect and return money accurately

Factor

Service quality statement

Strongly Strongly Disagree Neutral Agree disagree agree

Information about promotion to customers in time

Employees are always available when customers need It does not take much time for customers get the motorbike in and out the parking area Cashiers complete quickly and accurately Term of membership is easy to understand

RESPONSIVENESS

Factor

Service quality statement Employees customers quickly solve all complaints

Strongly Disagree Neutral disagree

Agree

Strongly agree

Willingness to explain all ASSURANCE customers query Employees has full knowledge of products to answer customers question

Factor

Service quality statement Loyalty program is attractive and interesting The procedure of making membership card is simple and reasonable

Strongly Disagree Neutral disagree

Agree

Strongly agree

EMPATHY

Promotional programs are attractive and fascinating

The price of promotion goods are attractive

Some preferences loyalty program customers satisfy from make

Factor

Service quality statement I completely feel satisfied with the quality of service at CO-OP MART

Strongly Disagree Neutral disagree

Agree

Strongly agree

SATISFACTION

I will introduce CO-OP MART to others I will not change shopping place although my friends introduce me another supermarket

CUSTOMERS COMMENTS
In your opinion, what needs to be improved to serve customers better?

The end. Thanks for your help.

APPENDIX B

INTERVIEW QUESTIONS
We will choose 5 to 10 customers of Co.op Mart to interview their evaluation for customer services of Co.op Mart Nguyen Dinh Chieu.
What often do you go to Co.op Mart Nguyen Dinh Chieu?
Are you satisfied the quality of services in Co.op Mart Nguyen Dinh Chieu? What problems do you have when you go to Co.op Mart NDC? What factors that make you choose Co.op Mart for your consumption? How do you think about the behavior of employees? Which promotion programs make you be loyal in Co.op Marts products and services? How do you think about the membership card program that Co.op Mart have used for several years ago? Will you introduce Co.op Mart NDC to your friends?