UPPSALA l M VKRSI I ÉT & £ UPPSALA VNl! U N IV K R SIT Y O F K CO N O M K s & BUSINESS VNU-UEB UNIVERSITET ________________ ***__. MASTER THES1S OF MPPM PUBLIC SERVICE QUALITY AND CUSTOMER SATISFACTION AT YENBAI DEPARTMENT OF PLANNING AND INVESTMENT A u th tìr : N C U \ KN N(;(K AMI S u p e r v is o r : PROK.ARS-TORSTEN KRIKSSON S u pervisor: [)R. PHAN C HI ANH Class : VI PPM Intakc 7 Hanoi,. l anuary - 2 0 1 5 ƯPPSALA UNIVERSITÉT VNU U N IV E R S n Y OF VNU-UEB UPPSALA ECONOMICS & BUSINESS UNIVERSITET ACKNOWLEDGEMENT After few months of working intensivc, it is time my master thcsis completed vvhich investigate the relationship betvveen the public Service quality and customer satisíaction.
Firstly, 1 would like to exprcss my gratiíudc to my supcrvisor Prof. Lars-Torstcn Erikkson and Dr. Phan Chi Anh for the meaningful comments, remarks and engagement through the lcaming process of this master thesis. Furthermore, 1 vvould like to thank the participants in my survey, who have willingly to share their precioưs time during the process of intervievving.
Finally, I like to thank my beloved classmate, who have supportcd mc throughout entire process, both by giving me useful comments to complete my master thesis and motivating me during wording my master thesis. Respectíully, Nguyên Ngoe Anh ABSTRACT This study investigates the relationship betwcen public Service quality and the customcr satisíaction bascd on qucstionnairc survey. Adopting SKRVPERK modcl (Parasuraman, et al, 1988) this study applies statistical tools to analyze the data collected at Yenbai Department of Planning and Investment in 2014. The rcsults of this study indicatc and the signiíicant íầctors f'or customcr satisíầction in public Service of Yenbai Department of Planning and Investment.
Based on those results, the suggestions and recommendations to improve puhlic Service qưality at Yenbai Department o f Planning and Investment are mađe. Topic: “Public Service Quality and Customer Satisĩaction at Yenbai Department of Planning and Investnient” Level oH hesis: Master o f Public Management. Authors: NịỊuyen Ngoe Anh Instructors: Prof. Lars-Torstcn Erikkson and Dr.
Phan Chi Anh Master deĩense day: December 5,h, 2014. Aim: The purposes of this study are to asscss the public Service quality based on opinions of customers making transactions at Yenbai Department of Planning and Invcstmcnt; to study on the rclationship and factors alTecting customer satisfaction; to givc suggcstions and rccommendations to improve public scrvicc quality at Ycnbai Department o f Planning and Investment. IMethod: By combining SERVỌUAL scale of Parasuraman, this stutiy wi 11 asscss public Service quality through 6 dimcnsions: ' Transparency (TR) I _______________________ , I Attitudc o f staíìs (AT) I _____________ ___ ______________ I Administrutivc proccdurcs (PR) ' ! I _____________ ________________ I C om petency of staíís (CO) ' I ----------------------------------- * I ----------- ----—— ----------- J Empathy of staíỉs (CM) 1 ---------- 7-------- :-------777'."------- I ỉnírastructures (INFR) Result & Conclusions: lu summary, researching on customer satisíầction about public Service at the Reception and Returning Result for Business Registration Scction of Yenbai Department ơf Planning and Investment is one of factors for leaders of city and dcpartmcnts to determinc the current situation of providing public services and aims to complcte in the future. This is one of thc solutions to shorten timc to enter market o f entcrpriscs.
On the basis of application of the scale measuring components of Service quality (SERVPERF), the relationship betvveen Service quality and custoincr satisfaction and customer satisfaction modcl of Parasuraman and Spreng - Mackoy so that the thesis has identiíìed ĩactors affecting customer satisfaction, quantifies the impact o f each factor on customer satisfaction, and develop the fírst modcl on customer satisfaction about public services at the Department of Planning and Investment of Yenbai city. The research results show that the components o f public Service and affecting customcr satisíầction including empathy, competcncy ot' staffs, iníVastructurcs, procedures, transparency and attitude o f staffs. Expectations and desires o f the customers about public services arc basically shown through rcsearch results. It is consistent vvith the results ot' customer surveys before data analysis.
With public scrvices, particularly in thc ríelcl o f public administration scrviccs, customer desiretl to rcccivc polite attitudc, courtcous, reliablc o f staffs, as well as transparency o f process, proccdurcs, mcthod of payment, fees, and timc to provide Service. Contribution of the thesis: ()n the basic of this research results, the thcsis proposcd a Iiinnbcr of solutions and rccommendations to enhance customer satisiầction bascd on the actual perception of the positive aspects and limitations in providing puhlic Service, through íaetors illustrating the systcmatic and gencrali/ed charactcristics of thc rcscarch model. The Department should registration for intcllcctual property o f Logo and Slogan; better implement issued quality policy. aims to shorten the time to enter the market of enterpriscs.
IV The Department o f Planning and Investment Yenbai shoulci organize to apply rescarching on custom er satisfaction with public scrviccs in thc City, to rcspect the indcpendence o f research implemcntation. Thesis liniitations: Time and íìnancial budgct limit. Small samples, so that the author could not usc more technique to investigate (such as SEM. Suggestions for future research: Collecting more samplc Using SEM (Structural equation modeling) technique to analyze the rclationship betvveen Service quality and Custom er Satisfaction.
Key vvords: Public Service quality, customer satisíaction, SERVPERP, SERVỌUAL.1 Introduction about establisliment process ot theProccdure Reception and Result Retum for Business Rcgistration Section.2 Functions, tasks of the Division of Reception and Returnof Business Registration.3 Results at the Reception and Returning Result for Business Registration Section o f Yenbai Department of Planning and Investment from 2008 to 2 0 1 3 .3 Research purpose and speciíìc objectives.4 Subjects and scope of the stu d y. FRAME OF REKERENCE.1 Five gaps Service quality m odel.2 IVIeasuring Service quality: SERVQUAL sca lc .3 The studies applying SERVQUAL andSE R V PE R F .4 Kactors affecting public Service q u a lity .2 Discuss relevance of research modcl ĨIIpublic sector.6 Data analysis process.1 Reliability analysis hy Cronbach’s alp h a.2 Exploratory factor analysis. DATA AN AI-V S I S.3 Education lev el.4 Sources of Iníbrm ation.1 Reliability o f Transparency sca le.2 Reliability of Procedure scale.3 Reliability o f Attitude scale.4 Reliability o f Competency scale.5 Reliability o f Empathy scale.6 Reliability o f Inữastructure sca le.7 Reliability o f CUSTOMER SATISKACHON scale.1 l;actor analysis 1'or Transparcncy scale.2 Factor analysis for Procedure sc a le.3 Factor analysis for Attitudc sc a le.4 Kactor analysis for Competency scale.5 Pactor analysis for Empathy scale.6 Pactor analysis for Inữastructure scale.7 Pactor analysis o f customer satisfaction scale.1 Evaluating customer feelings o f Service quality perfom iance. REFLECTION AND CONCLUSION 47 5.1 Summary of rcsearch íindinịỊS.4 Competency o f the officials.5 Empathy of the o fficials.
LEARNING EXPERIENCES THROUGH RESEARCH 57 REFERENCES. 61 VIII LIST OF TABLES Table 1. Rcsults at the Reception and Returning Rcsult for Business Registration Scction o f Yenbai Department o f Planning and Investment. Observed variables used to identif'y components aỉTecting customer satisỉầction with public scrviccs at Ycnbai Department ot' Planning and Investment.
Cronhach alpha valucs and intemal consistency (George & Mallery, 2003). Reliability statistics of Transparency s c a le. Reliability statistics o f Proccdurc scalc. Reliability statistics o f Attitude scale.
Reliability statistics o f Competency scale. Reliability statistics o f Empathy scale. Reliability statistics ofInfrastructure sc a le. Pinal Reliability statistics o f Inữastructure scale.
Reliability statistics o f Customer satisíaction sc a le. Exploratory faclor analysis for transparency scale KMO and Bartlett's T e s t. Procetlure scale factor analysis KMO and Bartlctt's T e s t. Atlitude scale factor analysis.
Compctcncy scalc tầctor analysis KMO and Bartlctt's T c s t. Empathy scale tầctor analysis KMO and Bartlctt's T e s t. ỉnfrastructurc scale ĩactor analysis KMO and Bartlctt's Test. Customcr satistầction scale íầctor analysis KMO and Bartlett's T est.
Pinal Rcgrcssion analysis. 46 IX LIST OF FIGURES Fig u rel. Procedurc to direct, receive, proccss and return rcsults for husiness rcgistration. Results at the Reception and Returning Result for Business Registration Section of Yenbai Department o f Planning and Invcstment 5 Figurc 3.
Service quality modcl of Parasuraman. Means scores o f Service quality pertbrmance and customer satisíầction 42 Figure 7. Mean scores o f customer satisíaction com ponents.1 Introduction about establishmcnt process of the Procedure Reception and Result Return for Business Registration Section The Division o f Reception and Return of Business Registration is one of proĩessional divisions of thc Department of Planning and Investmcnt o f Yenbai, under the direction and inanagement o f thc organi/.ation, staffing and work o f the Director of Planning and Investments; responsible for coordinating all rooms and units bclonging to thc Department, as vvcll as rclcvant local agcncics, working to meet the requirements of the Room, the Department and administrative refonn. The Division oi' Reception and Retum of Business Rcgistration vvhich was 1'ormed, constructed and operated since 2006 came from the actual demand for reform of administrative procedures concerning entcrprises’ Processing of cntcring the market.2 Functions, tasks of the Division of Reception and Retum of Business Registration Direcl instruction, receiving the rccords o f business rcgistration; considering the validity o f business registration records and provide or dcny a certitìcate of business registration to cntcrpriscs Construction, management and opcration o f information systems for busincss rcgistration within the City; provide iníbrmation on busincss registration to the city People's Committee, thc Department of Taxation, thc Department of Statistics and the relevant agencies regularly, as wc!l as to organizations, individuals having requirements.
Requiring cnterprises to report business status under the provisions of specitìcd in scntence c, clause 1 o f the article 163 business law; supervising thc implementation of thc annual rcport o f the entcrprises. I Direct inspection or request the competent State agcncy to inspect enterprises according to the contents of business registration rccords; instruct enterprises and who wants to run a busincss on the order and procedures for husiness registration. Require enterprises to pause business operation whcn detecting that the enterprises do not qualify following the law. Rcvocation of thc ccrtifícate of busincss registration in the cascs spccitìed in Clause 2, Article 165 of the Business lavv.
Registration for business for other business forms following the law. Handling cascs, which brcak the law about rcgulations for business registration under the law; Revocation oi'the certificate of business rcgistration and rcquiring busincss to wind up its opcrations undcr thc la\v; Taking rcsponsibility for violations o f business registration. - To collect, analyze, and give periodic reports on the situation of períbrming assigncd tasks in accordancc with thc rcgulations; to rcport thc ditĩiculties and problems in the work of business registration to the compctent authorities. Managing records and documents relating to the duties and assets to ensure the satety and compliance with regulations.
Coordinate with spociali/cd departmcnts, rcsearch units to suggestions for lcadcrs o f departmcnts about thcir assigncd areas. In addition to the above tasks, the Department of Reccption and Return for Business Registration have to be rcsponsible for otlier duties assigned by the Dircctor o ĩth e Department. Regarding to the tasks o f instructions, reccptiơn, Processing and return of busincss registration rcsults, thc Department o f Planning and ỉnvestment has establishcd procedures and received the certiíìcate of quality management system following ISO 9001:2000 standards from 2011 and re-ccrtiíìod in 2014, the detail proccdure as follows: Kigure 1. Procedure to direct, receive, process and rcturn results for business registration 3 1.3 Results at the Reception and Rcturning Rosult loi Business Registration Section o f Yenbai Department of Planning and lnvestmcnt froni 2008 to 2013 Tho division of Reception and Return busincss registration has successíully completed its assigned tasks during the period 2008 - 2013.
Registration business has made improvements towards transparent and simple. The lavvs and guidelines ơn business registration arc published transparently.