--- RESEARCH PROJECT (BMBR5103) WHAT FACTORS AFFECT TO THE SERVICE QUALITY OF DUSSMANN IN HCMC ? STUDENT’S FULL NAME : TRAN THI THANH TRINH (Mrs.) STUDENT ID : CGS00019886 INTAKE : MBAOUM0915.K19A ADVISOR’S NAME & TITLE : Dr. HUNG BUI December 2016 --- Advisor’s assessment. Advisor’s signature ---------------------------------------------------------------------------------------------------------------------- BMBR5103_Tran Thi Thanh Trinh Page 2 of 53 --- Contents : Acknowledgments ………………………………………………………………………6 Abstract…………………………………………………………………………………. Research Problem statement.12 Chapter II: Literature Review.
What is Quality Service .6 The five gaps Model of service quality…………………………………22-24 1.7 Gaps in literature……………………………………………………………25 ---------------------------------------------------------------------------------------------------------------------- BMBR5103_Tran Thi Thanh Trinh Page 3 of 53 --- 1.8 Hypotheses………………………………………………………………25-26 Chapter III. Methodology and data collection method. Quantitative Data collection. Measurement Scale and Research Questions …………………………….
Results, Finding and Presentation of data. Method of data Analysis………………………………………………………….1 Inspection of the reliability of the scale: Cronbach Alpha……………….2 Analysis EFA: KMO and Bartlett ‘s testing……………………………31-32 1.4 Linear Regression analysis……………………………………………….33 Chapter V: Discussion and Analysis of Finding. Result of Inspection Scale………………………………………………………….1 Result of Cronbach Alpha…………………………………………….2 Result of EFA………………………………………………………….3 Result of Correlation……………………………………………………41-42 1.4 Result of Regression………………………………………………………43 ---------------------------------------------------------------------------------------------------------------------- BMBR5103_Tran Thi Thanh Trinh Page 4 of 53 --- 1.5 Result of testing one way Anova………………………………………. Conclusion and recommendation.
Conclusion of research result…………………………………………………. References list …………………………………………………………………53 ---------------------------------------------------------------------------------------------------------------------- BMBR5103_Tran Thi Thanh Trinh Page 5 of 53 --- ACKNOWLEDGEMENTS To complete the Dissertation was titled "What factors affect to the Service Quality of Dussmann in Vietnam?", besides the efforts of myself, have used the knowledge to obtained in the learning process at school, explore, learn and gather information and data related to the subject, I always get the help and guidance of dedicated teachers, encouragement from family and friends in times of trouble. And especially I would like to express deep thanks you to Dr. Hung Bui at Hutech University along with his knowledge and enthusiasm to impart valuable knowledge during my learning at school.
Without his guidance, I am difficult to complete this Dissertation. Once again I sincerely thank you him. I would also like to thank to the Board of Directors Dussmann Vietnam Company Limited and supporting in the Operation Department, HR department for precious help. With time and abilities are limited, This Dissertation inevitable shortcomings.
I hope to receive your sincere comments and your teaching Once again I sincerely thank! ---------------------------------------------------------------------------------------------------------------------- BMBR5103_Tran Thi Thanh Trinh Page 6 of 53 --- ABSTRACT In recent years, Vietnam has constantly develop to expanse the cooperation with countries in the region and the world as well as the strong growth in all areas such as economy, politics, culture. In 2006, Vietnam officially joined the World Trade Organization (WTO) opened an important turning point for the country in general and the economy in particular. In the context of globalization, a crucial principle of the market economy may bring many opportunities but also full of challenging the "Strong wins, weak lose." Harsh rejection in businesses that require Vietnam to consider cautious in every step, every factor affecting the competitiveness of the company, which issues "Quality Service" is the most important issue especially for company providing service like Dussmann Company. "Quality Service" decided the survival, development and the demise of the Enterprise, so need to learn, study and analysis of the Quality Service in order to find the strength needed to develop, at the same time detect weaknesses to overcome.
---------------------------------------------------------------------------------------------------------------------- BMBR5103_Tran Thi Thanh Trinh Page 7 of 53 --- CHAPTER I – INTRODUCTION Starting with the background of the problem by using factors of PESTL, this chapter will present the research aims, research questions and research scope. Company Background In recent years, the development of the Vietnamese economy towards industrialization and modernization is taking place across the country strongly with the emergence and expansion of the industrial zone stretching from North to South, it has attracted a large workforce from all provinces in the region led to huge demand for industrial kitchens, large scale. However, the concerns about Quality service such as food safety are the pressing issues of the society. The current Food safety situation is causing much anxiety for people.
Cases of food poisoning due to some collective kitchens provided continuous information about food safety situation in several countries in the world, became the more the anxiety of the people. Recently a number of issues related to the management of food safety and hygiene, the difference between the results of the analysis product quality testing has caused difficulties for producers has created more anxiety for people consumer while we're trying to create advantages in many respects to have more advantages in the position of an equal member of the WTO. The critical issue is how best to manage the quality of service to enhance the competitiveness of enterprises, to ensure safety for consumers, contribute significantly to economic development - social country. Therefore, to be successful and survive in the current market, companies must design strategies to enhance service quality to satisfy our customers better competitors.
Service marketers realize that to build successful service quality as a competitive advantage, first they need to identify consumer perceptions of service quality including what factors. ---------------------------------------------------------------------------------------------------------------------- BMBR5103_Tran Thi Thanh Trinh Page 8 of 53 --- Dussmann Vietnam Company is a member company of Dussmann Germany, is the leading company of multi services in Vietnam including Catering service, Cleaning services for Hospital, Factory, Hotel, Airplane, Office buildings, Schools,. With 20 years of operation in Vietnam market, the Company has built a strong brand in the market and constantly improve the quality of customer service. Business activities of the Company: - Provide Catering service for businesses, schools, hospitals, factories, airplane… Company size: - Workforce: 1,500 employees - Dussmann Company has a large customer base, leading in Vietnam in the field of providing Catering services to Hospital, Hotel, Factory, Office, School & Airplane.
They serves about 40,000 meals/ day for about 40 large and small customers. Quality create true customers Excellent service pays off because it create true customers who are glad they select a firm after the service experience, customers who will use the firm again and sing the firm’s praises to tothers. Value is the customer’s overall assessment of the utility of a service based on perception of what is received and what is given. The concept of value helps explain how companywith strong service reputations are often able to charge higher price than their competitors.
Quality lead to efficiencies. ---------------------------------------------------------------------------------------------------------------------- BMBR5103_Tran Thi Thanh Trinh Page 9 of 53 --- When quality is achieved, costs of correcting problems (after they have occurred) is reduced. Since a focus on quality stresses preventative maintenance, then these costs are reduced. Of course, many other costs are reduced such as lowing employee turnover and the cost of having to motivate uninspired employees (Kotler, Bowen, and Makens, 1996, pp.
Excellent service will bring the market share growth, leading to the heavy sales volume that foundation for offering a premium price. In order to understand clearly the nature of "Quality Service" which can be applied to the improvement of quality of service as well as raising the service quality of Dussmann company to a higher level. Based on that, I chose the topic "What factors affect to the service quality of Dussmann in HCMC?” 2. Research Problem Statement: 2.1 Market changes The more people become happy with their lives the more they contribute positively and significantly to society.
Hence, to promote social develop, we need to enhance people’s quality of life, to enhance their subjective well being (Diener, 2000). Although Vietnam is a one-party country, but now embraces the mainstream ideology of the Party was to reduce and prioritize important part compared with the economic development goals. 20 years living in the subsidy period, under asking – giving mechanism so the concept of "Service" is very vague in the sense of the people. Since 1992 the wind of foreign investment in Vietnam to bring the concept of market economy should gradually form a more accurate perception of the nature of the "Service".
With the globalization, although state-owned economy still remained a key role, but under pressure from growing competition, to survive and thrive, companies must focus on Quality Service. ---------------------------------------------------------------------------------------------------------------------- BMBR5103_Tran Thi Thanh Trinh Page 10 of 53 --- The fulfillment of needs causes happiness, wheareas the persistence of unfulfilled needs cause unhappiness. The degree of needs fulfillment required to produce satisfaction depend on the adaptation level of the needs, which is influenced by past experirience, comparisions with others, personl values, among others (Diener, Suh, Lucas and Smith (1999).2 Interactive technology People engage in events to generate both positive and negative affects within a given life domain and how they compensate across life domains. Positive affect in a domain serves to enhance subjective well being in the here and now.
Negative affect serves to motivate the individual to plan ahead to correct past mistake and to take advantage of new opportunities. Negative affect is the basic of motivation to strive to attain future goals. People look forward to future joy (M. As a country with a growing economy, Vietnam society should constantly changes to gradually adjust to the new concept of the market economy, the most important of which is thought to replace gradually the ask – giving for using the service economy rely on the concept of Win - Win, the customer is the center of all economic activity, enhance the role of each person in order to improve the service chain "Quality service" to provide effective best for each individual in particular and society in general.
Overall labor productivity in Vietnam compared with the average in the Asian region is relatively low. So, companies should focus on advance technique investment and training courses to enhance labor productivity.3 Customer changes Quality service is a function of how the customer views the service that he or she receives. The customer view always compares what they expect with what they actually receive regardless of how operations conceives quality. ---------------------------------------------------------------------------------------------------------------------- BMBR5103_Tran Thi Thanh Trinh Page 11 of 53 --- Customer buying behavior theories have strongly influenced many service quality models.
The notion that the customer’s post-purchase perception is a function of his or her pre-purchase expectations is the foundation of the confirmation/disconfirmation concept of service quality. The confirmation/disconfirmation concept is the foundation concept of both Gronroos’ 1982, Perceived Service Quality Model and the well- known (1988) Gap Analysis and SERVQUAL models by V. For this reason, I conducted this research to know clearly about factors affect Quality service of Dussmann Vietnam. In this study, the factors are evaluated to affect Service Quality, perceived quality, customer’ satisfaction.
The main content of this research will show clearly about the relationship between the above factors and Service Qualitty. Thus, the CEO of Dussmann Vietnam has recognized that what factors are of paramount importance to improve and increase their Service. Research Objective By examining a case catering service company - Dussmann Vietnam, the purpose of this research is finding factors affect to Service Quality, perceived by the customer, the result of a comparison between the expectations of the customer and his or her real-life experiences. If the “experienced quality” exceeds “expected quality,” the “total perceived quality” is positive.
If expectations are not met by performance or the actual experience, the perceived quality is low. Final success is dependent on initial expectations compared to actual performance. Research Scope This research focuses to issues related to Quality service based on five factors of SERVQUAL: Tangibles, Reliability, Responsiveness, Assurance and Empathy. The survey is also built to collect feedback from customers of Dussmann Vietnam to provide a clear understanding of above factors to enable CEO of Dussmann Vietnam to set the effective strategies to improve the Service.
---------------------------------------------------------------------------------------------------------------------- BMBR5103_Tran Thi Thanh Trinh Page 12 of 53 --- CHAPTER II – LITERATURE REVIEW Research conducted for the literature was gathered from academic journals, books and through the World Wide Web. It needs synthsis and integration. The researcher attempt to showing how Dussmann company can use this study to enhance its own subjective well being.