VNU- UNIVERSITY OF ECONOMICS AND BUSINESS FACULTY OF BUSINESS AND ADMINISTRATION EDUCATION SERVICE QUALITY DIMENSIONS ON STUDENT’S SATISFACTION IN TRUNG DAI PHAT EXPORT AND IMPORT TRAINING CO. Supervisor’s name: Dr. Nguyen Thi Phi Nga Student’s name: Pham Thi Thuy Nhung Student ID: 11050125 Intake: QH2011-E Program: International standard Hanoi — May, 2015 ii 3.1 Exploratory factor analysis of service quality scale 4] 3.2 Exploratory factor analysis of customer satisfaction scale 46 3.5 Hypothesis testing model and regression analysis 50 CHAPTER 4: FINDINGS AND DISCUSSION 55 4.1 Profiles of the respondents De, 4.2 Reliability of the study 55 4.3 Relationship between Service Quality Dimensions and Students’ Satisfaction 55 4.4 Critical factors in Service Quality 55 4.1 Improve ASSURANCE and RELIABILITY components 37 4.2 Improve EMPATHY component 58 4.3 Improve other components of service quality 58 4.4 Limitation 59 CONCLUSIONS 60 REFERENCES 61 Appendix: Questionnaire 66 iii ACKNOWLEDGEMENTS An internship is a pre_professional work that provides students with the opportunity to gain experience in a particular area field. It also supplements academic classes and, in some areas, earns college credits.
As students, we need to use the things we have learned in school and put it in practice. This is also a good chance for us to get to know our future jobs and to try our strengths. It was my good luck to take my internship at Trung Dai Phat Export and Import Training Co., Ltd, a prestigious place that gave me many advantages. Simply put, I could not have done this thesis without the lots of helps I received cheerfully from whole Trung Dai Phat Co.
The work culture in Trung Dai Phat Co.,Ltd really motivates. Everybody is such a friendly and cheerful companion here that work stress is never comes in way. I am also highly indebted my supervisors Dr. Nguyen Thi Phi Nga who seemed to have solutions to all my problems IV LIST OF FIGURES Figure 1.2: Service quality model .3: American Customer Satisfaction Index.4: European Customer Satisfaction Index.2: Research Model Offfer.1: Gender distribution among 135 participanfs.2: Age distribution among 135 participants.3: Research model resulf.-- ss si54 LIST OF TABLES Table 2.1: Sections of questionnaire.3: Cronbach alpha values and internal consistency.1: Profile of respondenfs.2: Reliability statistics of TANGIBILITY scale.3: Reliability statistics of RELIABILITY seale.4: Reliability statistics of ASSURANCE secale.5: Reliability statistics of RESPONSIVENESS scale.6: Reliability statistics of EMPATHY scale.7: Reliability statistics of CUSTOMER SATISFACTION scale.8: Exploratory factor analysis for service quality scaÌe.9: Encoded data in the 2" time.10: Reliability statistics and factor analysis for service quality scale — 2" time.11: Exploratory factor analysis of customer satisfaction scale.14: Regression analysis summary .cccccceeececceceuueeeeeeeececeeeess 50 vi ABSTRACT This thesis aims to investigate student satisfaction on quality education services provided by Export and Import training in Trung Dai Phat Company.Their level of satisfaction based primarily on the data collected through 5 dimensions(tangibility, responsiveness, reliability, assurance and empathy) and their influence on student satisfaction.
Furthermore, this study also examines critical factors in service quality dimensions (tangibility, responsiveness, reliability, assurance and empathy) that contribute most to the satisfaction of the students. This study was conducted using a set of questionnaire to 135 students in Trung Dai Phat Export and Import training Co.,Ltd ( TDP Exim training Co. The study will provide results from empirical test of these relationships. The empirical results of this study can provide support for the Parasuraman’s SERVQUAL (1985), which related to the factors contributing to students’ satisfaction.
The results indicated that RELIABILITY, ASSURANCE and EMPATHY had positive and statistical significant influenced on student satisfaction in which ASSURANCE has the most significant impact on customer satisfaction level. This study provides very useful information for the stakeholder to plan and draw appropriate strategies for the dimensions that need further improvement. More importantly, education service quality will determine the sustainability of atraining company by looking at the competitiveness of education setting. In addition, based on these findings, the thesis also gives some suggestions for TDF Exim training Co.,Ltd to further improve service quality and customer satisfaction level.
Key words: service quality, student satisfaction, SERVQUAL, service quality dimensions. INTRODUCTION Define the significance of research Human resource is a key to determine the success of any company in business environment. In recent years, Import and Export (EXIM) service booms in Vietnam and this is an opportunity for anybody being interested in this respect. Because of the significant development in EXIM branch, human resources supplied become deficit seriously.
However, following the VIFFAS(Vietnam Freight Forwarders Association)assessment, Exim training program in university is very poor and not updated (about 15-20 lessons in Logistics subject and external trade) and this training is unpractical application. By virtue of understanding this status, Trung Dai Phat EximTraining Co, Ltd makes a hands-on training program with the purpose supplying high quality human resource for this area. Therefore, it is important that Exim training deliver high quality service and ensure students are satisfied with the service provide. Education service also can be viewed from a marketing perspective.
TDP Exim Training Co.,Ltd creates services that respond to the needs of the markets. They act as the service provider has direct interactions with students and students as the main service receiver may provide good feedback on their service. Customer satisfaction is considered as one of the important conditions in service marketing. Customer plays a vital role in the success of businesses.
Therefore, analyzing customers ‘needs is an important duty that increases the success of businesses (Parasuraman, Zeithaml & Berry, 1988). Students are treated as the primary consumers ad service quality is measured through various dimensions. Service performance is determined be the service quality and customer satisfaction. There are two different ways to measure service quality.
First is by comparing student perceptions with their expectations of training program a. And second is by collecting student feedback of their academic life. It is important that Exim training program deliver high service quality in this competitive world. Therefore, the purpose of this research is to determine student satisfaction on the dimensions of tangibility, reliability, assurance, responsiveness and empathy.
This study provides important directions for administrators and educators in Exim training program; it also assists educators to understand their student’s needs. Thus, TDP Exim Training Co.,Ltd able to identify areas that need further improvement. Research Objectives Generally, the purpose of this study is to determine the relationship between service quality and student satisfaction in TDP Exim Training Co. Several factors in service quality that will be discussed and analyzed are Tangibility, Assurance, Reliability, Responsiveness and Empathy.
The purpose of this research: © To examine the relationship between service quality dimensions (tangibility, responsiveness, reliability, assurance, empathy and overall service quality) and students satisfaction e To examine critical factors in service quality (tangibility, responsiveness, reliability, assurance and empathy) that contributes most to satisfaction. This study aims to investigate student satisfaction on quality education services based primarily on the data collected through five dimensions of education service quality in TDP Exim Training Co. Thus, I will give some solutions to enhance the service quality in TDP Exim Training Co, Ltd. Research Questions e¢ RQI: Determine the relationship between service quality dimensions and satisfaction among the students in TDP Exim Training Co, Ltd.? ®© RQ2: What are critical factors in service quality that contribute most to the satisfaction of the students? Tasks/Processes Literature review and hypothesis Design survey questionnaires Consultation of supervisor Adjust survey questionnaires Implementation Analyze data (1)Studying literature review and making hypothesis: After studying literature review and making research hypothesis about service quality dimensions on student satisfaction, I conduct measuring relationship between given dimensions and student satisfaction by using quantitative method.
(2)Design survey question based on literature review and research hypothesis (3)Pretest with 10 students (4)Adjust survey questionnaires: step (2), (3) (4) were repeated until survey was completed and survey testers understand clearly about the questionnaires. (5) Trung Dai Phat’s director permission (6) Implement the investigation: Adjusted survey questionnaire is researched officially by offline survey (7) Data analysis: detail in Chapter 3 Contributions Through adjusting how well the educational programs and services met students’ satisfaction for service, this study provides useful information for the stakeholder to plan and draw appropriate strategies for the dimensions that need further improvement. In this competitive market, satisfaction with services may make the difference. This study attempts to explore the aspects of service quality and the level of satisfaction among the students of TDP Exim Training Co.
Moreover, this study can also be the reference for students about service quality dimensions on customer satisfaction. Outline of the thesis Besides this introduction part, the thesis is divided into 4 main chapters: e Chapter 1: Literature review This chapter will provide theoretical framework for the research. It includes fundamental concepts about service quality and customer satisfaction as well as research model and its hypotheses used in this research. e Chapter 2: Research methodology This chapter will describe the context where the research is conducted.
In addition, it will also provide detail research method from preparing for collecting data to analyzing data. e Chapter 3: Research results and analysis This chapter will give description of data collected, and then show analysis results from SPSS 16. e Chapter 4: Findings and discussion This chapter will answer two research questions by providing assessment about service quality, and then the relationship between education service quality and student satisfaction at TDP Exim Training Co. Besides, it will also give some suggestions to further improve service quality as well as customer satisfaction at TDP Exim Training Co.
CHAPTER 1: LITERATURE REVIEW 1.1 Definition and characteristics of service The world economy nowadays is increasingly characterized as a service economy. This is primarily due to the increasing importance and share of the service sector in the economies of most developed and developing countries. In fact, the growth of the service sector has long been considered as indicative of a country’s economic progress. Economic history tells us that all developing nations have invariably experienced a shift from agriculture to industry and then to the service sector as the main stay of the economy.
This shift has also brought about a change in the definition of goods and services themselves. No longer are goods considered separate from services. Rather, services now increasingly represent an integral part of the product and this interconnectedness of goods and services is represented on a goods-services continuum. Service are form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.
Examples are banking, hotel, airline, retail, wireless communication, and home-repair services. The American Marketing Association defines services as - “Activities, benefits and satisfactions which are offered for sale or are provided in connection with the sale of goods.” The defining characteristics of a service (Gary Armstrong, Philip Kotler 2011) [1] are: e Intangibility: Services are intangible and do not have a physical existence. Hence services cannot be touched, held, tasted or smelt. This is most defining feature of a service and that which primarily differentiates it from a product.
Also, it poses a unique challenge to those engaged in marketing a service as they need to attach tangible attributes to an otherwise intangible offering. e Inseparability: physical goods are produced, then stored, later sold, and still later consumed, In contrast, service are first sold, then produced and consumed at the same time. Service Inseparability means that services cannot be separated from their provider, whether the providers are people or machines. If a service employee provides the service, then the employee becomes a part f the service.
Because the customer is also present as the service is produced, provider- customer interaction is a special feature of services marketing. Both the provider and the customer affect the service outcome. e Heterogeneity/Variability: Given the very nature of services, each service offering is unique and cannot be exactly repeated even by the same service provider. While products can be mass produced and be homogenous the same is not true of services.