Yếu tố chất lượng dịch vụ ảnh hưởng đến sự hài lòng của khách hàng tại Highlands Coffee

Chuyên khảo phân tích Factors of service quality affecting customer satisfaction of highlands coffee in ho chi minh city, đánh giá các khía cạnh quan trọng, đề xuất hướng nghiên

• Tác giả: Nguyen Thi Thu Thao
• Người hướng dẫn: Ph. Nguyen Van Thuy
• Trường học: Ho Chi Minh City University of Banking
• Chuyên ngành: Business Administration
• Đề tài: Factors of Service Quality Affecting Customer Satisfaction of Highlands Coffee in Ho Chi Minh City
• Loại tài liệu: graduate thesis
• Năm xuất bản: 2022
• Địa điểm: Ho Chi Minh City

Mục lục chi tiết

• DECLARATION
• ACKNOWLEDGE
• ABSTRACT
• TABLE OF CONTENTS
• LIST OF ABBREVIATIONS
• LIST OF FIGURES
• LIST OF TABLES
• 1. CHAPTER 1: INTRODUCTION
• 1.1. Statement of the problem
• 1.2. Research subject and scope
• 1.3. Research methods
• 1.4. Thesis structure
• 1.5. Summary
• 2. CHAPTER 2: LITERATURE REVIEW
• 2.1. The relationship between service quality and customer satisfaction
• 2.2. About Highlands Coffee
• 2.3. Hypotheses and conceptual model
• 2.4. Building the scale
• 2.4.1. The scale of reliability (REL)
• 2.4.2. The scale of responsiveness (RES)
• 2.4.3. The scale of assurance (AS)
• 2.4.4. The scale of empathy (EM)
• 2.4.5. The scale of tangibles (TAN)
• 2.4.6. The scale of price policy (PRI)
• 2.4.7. The scale of customer satisfaction (CS)
• 2.5. Methods of data collection
• 2.6. Data analysis methods
• 2.6.1. Cronbach’s Alpha scale testing
• 2.6.2. Exploratory Factor Analysis (EFA)
• 2.6.3. Analysis of Variance (ANOVA test)
• 3. CHAPTER 3: METHODOLOGY
• 4. CHAPTER 4: RESEARCH RESULTS AND FINDINGS
• 4.1. Descriptive statistical analysis
• 4.1.1. Descriptive statistics for nominal variables
• 4.1.2. Descriptive statistics for groups of Likert quantitative variables
• 4.2. Cronbach’s Alpha analysis
• 4.2.1. Evaluate the reliability of the reliability scale
• 4.2.2. Evaluate the reliability of the responsiveness scale
• 4.2.3. Evaluate the reliability of the assurance scale
• 4.2.4. Evaluate the reliability of the empathy scale
• 4.2.5. Evaluate the reliability of the tangibles scale
• 4.2.6. Evaluate the reliability of the price policy scale
• 4.2.7. Evaluate the reliability of the customer satisfaction scale
• 4.3. Exploratory Factor Analysis (EFA)
• 4.3.1. Factors analysis for independent variables
• 4.3.2. Factors analysis for the dependent variable
• 4.3.3. Conclusion about EFA
• 4.4. ANOVA and regression analysis
• 4.4.1. Testing the hypothesis of the research model
• 4.4.2. One way ANOVA analysis
• 5. CHAPTER 5: CONCLUSIONS AND IMPLICATIONS
• 5.1. Contribution of the research
• 5.2. Limitations and future research
• APPENDIX 2: DATA ANALYSIS RESULTS

Tóm tắt

I. Tổng quan về yếu tố chất lượng dịch vụ tại Highlands Coffee

Highlands Coffee là một trong những thương hiệu cà phê nổi tiếng tại TP.HCM, được nhiều khách hàng yêu thích. Yếu tố chất lượng dịch vụ đóng vai trò quan trọng trong việc tạo dựng sự hài lòng của khách hàng. Nghiên cứu này sẽ phân tích các yếu tố chất lượng dịch vụ ảnh hưởng đến sự hài lòng của khách hàng tại Highlands Coffee.

1.1. Định nghĩa chất lượng dịch vụ và sự hài lòng của khách hàng

Chất lượng dịch vụ được định nghĩa là mức độ mà dịch vụ đáp ứng hoặc vượt qua mong đợi của khách hàng. Sự hài lòng của khách hàng là cảm nhận tổng thể về dịch vụ mà họ nhận được.

1.2. Tầm quan trọng của chất lượng dịch vụ tại Highlands Coffee

Chất lượng dịch vụ không chỉ ảnh hưởng đến sự hài lòng mà còn quyết định sự trung thành của khách hàng. Highlands Coffee cần chú trọng đến việc cải thiện chất lượng dịch vụ để duy trì vị thế cạnh tranh.

II. Các thách thức trong việc nâng cao chất lượng dịch vụ tại Highlands Coffee

Mặc dù Highlands Coffee đã đạt được nhiều thành công, nhưng vẫn còn nhiều thách thức trong việc nâng cao chất lượng dịch vụ. Các yếu tố như thái độ nhân viên, cơ sở vật chất và chính sách giá cả cần được xem xét kỹ lưỡng.

2.1. Thái độ nhân viên và sự ảnh hưởng đến trải nghiệm khách hàng

Thái độ của nhân viên là một trong những yếu tố quan trọng nhất ảnh hưởng đến sự hài lòng của khách hàng. Nhân viên thân thiện và chuyên nghiệp sẽ tạo ra trải nghiệm tích cực cho khách hàng.

2.2. Cơ sở vật chất và ảnh hưởng đến chất lượng dịch vụ

Cơ sở vật chất như không gian quán, trang thiết bị và vệ sinh cũng đóng vai trò quan trọng trong việc tạo dựng ấn tượng ban đầu cho khách hàng.

III. Phương pháp nghiên cứu chất lượng dịch vụ tại Highlands Coffee

Nghiên cứu này sử dụng phương pháp định tính và định lượng để phân tích các yếu tố chất lượng dịch vụ. Dữ liệu được thu thập từ khách hàng đã sử dụng dịch vụ tại Highlands Coffee.

3.1. Phương pháp định tính trong nghiên cứu

Phương pháp định tính giúp xác định các yếu tố chính ảnh hưởng đến sự hài lòng của khách hàng thông qua phỏng vấn và khảo sát.

3.2. Phương pháp định lượng và phân tích dữ liệu

Phương pháp định lượng sử dụng bảng hỏi để thu thập dữ liệu từ khách hàng, sau đó phân tích bằng các kỹ thuật thống kê như Cronbach's Alpha và EFA.

IV. Kết quả nghiên cứu về chất lượng dịch vụ và sự hài lòng của khách hàng

Kết quả nghiên cứu cho thấy ba yếu tố chính ảnh hưởng đến sự hài lòng của khách hàng tại Highlands Coffee là năng lực phục vụ, cơ sở vật chất và chính sách giá cả.

4.1. Năng lực phục vụ và sự hài lòng của khách hàng

Năng lực phục vụ được đánh giá cao và có ảnh hưởng lớn đến sự hài lòng của khách hàng. Nhân viên có kỹ năng và thái độ tốt sẽ tạo ra trải nghiệm tích cực.

4.2. Cơ sở vật chất và chính sách giá cả

Cơ sở vật chất hiện đại và chính sách giá cả hợp lý cũng góp phần quan trọng trong việc nâng cao sự hài lòng của khách hàng.

V. Kết luận và hướng phát triển tương lai cho Highlands Coffee

Nghiên cứu đã chỉ ra rằng việc cải thiện chất lượng dịch vụ là cần thiết để nâng cao sự hài lòng của khách hàng tại Highlands Coffee. Các nhà quản lý cần chú trọng đến việc đào tạo nhân viên và cải thiện cơ sở vật chất.

5.1. Đề xuất cải thiện chất lượng dịch vụ

Cần có các chương trình đào tạo thường xuyên cho nhân viên để nâng cao kỹ năng phục vụ và thái độ làm việc.

5.2. Tương lai của Highlands Coffee trong ngành cà phê

Highlands Coffee cần tiếp tục đổi mới và cải tiến để giữ vững vị thế cạnh tranh trong thị trường cà phê đang phát triển nhanh chóng.

Trích đoạn nội dung tài liệu

MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM HO CHI MINH CITY UNIVERSITY OF BANKING ------ NGUYEN THI THU THAO FACTORS OF SERVICE QUALITY AFFECTING CUSTOMER SATISFACTION OF HIGHLANDS COFFEE IN HO CHI MINH CITY GRADUATE THESIS MAJOR: BUSINESS ADMINISTRATION CODE: 7340101 SUPERVISOR: Ph. NGUYEN VAN THUY HO CHI MINH CITY, 2022 DECLARATION I declare that the thesis “Factors of service quality affecting customer satisfaction of Highlands Coffee in Ho Chi Minh City” is the result of my own research process. Except for references from other research works as stated in the thesis, the survey data and the results of this thesis are honest and have not yet been published in any research works before. HCMC, 18th August 2022 Author Nguyen Thi Thu Thao ACKNOWLEDGE I am willing to take this opportunity to acknowledge some individuals who have supported me to accomplish my thesis. First and foremost, I would like to express my deepest acknowledge to my supervisor, Ph. Nguyen Van Thuy, lecturer at Ho Chi Minh City University of Banking. During the process of completing my thesis, he always gave me his valuable advice and recommendation. His encouragement, suggestion and advice are always greatly valued and contributed to the success of this thesis. Additionally, I would like to express my sincere appreciation to the professors and lecturers at the University of Banking for their guidance during my academic years there. The knowledge and skills I have accumulated, have helped me complete this thesis. Finally, I would like to express thanks to my family and friends, who always motivate and support me. They not only support and give advice for me during the period of completing the thesis, but they are also a source of motivation and strength in my life. ABSTRACT The research aims to identify service quality factors that affect customer satisfaction of Highlands Coffee’s customers in Ho Chi Minh City. Based on the theories of customer satisfaction, service quality and previous studies, this research is conducted using both qualitative and quantitative methods. The qualitative method aims to complete the measurement scales. The quantitative method with the data analysis techniques such as descriptive statistics, Cronbach's Alpha, EFA, regression and ANOVA. According to the analysis of data from 160 participants in Ho Chi Minh City show that customer satisfaction when using Highlands Coffee services is impacted by three factors include: Serving competence, Tangibles and Price policy. The Serving competence factor significantly affects customer satisfaction with Highlands Coffee services while the Price policy factor slightly impacts customer satisfaction with Highlands Coffee services. The research also offers implications to enhance customer satisfaction for the managers of Highlands Coffee in specific and for the coffee businesses in general. Keywords: Serving competence, Tangibles, Price policy, Customer satisfaction, Highlands Coffee, service quality. i TABLE OF CONTENTS ABSTRACT . i TABLE OF CONTENTS . ii LIST OF ABBREVIATIONS . v LIST OF FIGURES . vi LIST OF TABLES . vii CHAPTER 1: INTRODUCTION .1 Statement of the problem .4 Research subject and scope . 5 CHAPTER 2: LITERATURE REVIEW .3 The relationship between service quality and customer satisfaction .3 About Highlands Coffee .3 Hypotheses and conceptual model .2 Building the scale .1 The scale of reliability (REL) .2 The scale of responsiveness (RES) .3 The scale of assurance (AS) .4 The scale of empathy (EM) .5 The scale of tangibles (TAN) .6 The scale of price policy (PRI) .7 The scale of customer satisfaction (CS) .3 Methods of data collection .4 Data analysis methods .2 Cronbach’s Alpha scale testing .3 Exploratory Factor Analysis (EFA) .5 Analysis of Variance (ANOVA test) . 42 CHAPTER 4: RESEARCH RESULTS AND FINDINGS .1 Descriptive statistical analysis .1 Descriptive statistics for nominal variables .2 Descriptive statistics for groups of Likert quantitative variables .2 Cronbach’s Alpha analysis .1 Evaluate the reliability of the reliability scale .2 Evaluate the reliability of the responsiveness scale .3 Evaluate the reliability of the assurance scale .4 Evaluate the reliability of the empathy scale .5 Evaluate the reliability of the tangibles scale.6 Evaluate the reliability of the price policy scale .7 Evaluate the reliability of the customer satisfaction scale .3 Exploratory Factor Analysis (EFA) .1 Factors analysis for independent variables .2 Factors analysis for the dependent variable .3 Conclusion about EFA .4 ANOVA and regression analysis .3 Testing the hypothesis of the research model .4 One way ANOVA analysis . 76 CHAPTER 5: CONCLUSIONS AND IMPLICATIONS .3 Contribution of the research .4 Limitations and future research. 88 APPENDIX 2: DATA ANALYSIS RESULTS . 95 iv LIST OF ABBREVIATIONS Serial Abbreviation Complete Words World Trade 1 WTO Organization Statistical Package for 2 SPSS the Social Sciences 3 HCMC Ho Chi Minh City Exploratory Factor 4 EFA Analysis 5 KMO Kaiser-Meyer-Olkin 6 ANOVA Analysis of Variance 7 Sig. Significance level Variance Inflation 8 VIF Factor 9 REL Reliability 10 RES Responsiveness 11 AS Assurance 12 EM Empathy 13 TAN Tangibles 14 PRI Price 15 CS Customer Satisfaction 16 SC Serving Competence v LIST OF FIGURES Figure 2.2 Logo of Highlands Coffee .3 Phin Sua Da with Banh Mi - Vietnamese Bread and Iced Milk Coffee .1 Research model after EFA . 68 vi LIST OF TABLES Table 2.1 Previous studies summary .1 The scale of reliability.2 The scale of responsiveness .3 The scale of assurance.4 The scale of empathy .5 The scale of tangibles .6 The scale of price policy .7 The scale of customer satisfaction .1 Descriptive statistics for nominal variables .2 Descriptive Statistics of Reliability .3 Descriptive Statistics of Responsiveness .4 Descriptive Statistics of Assurance .5 Descriptive Statistics of Empathy .6 Descriptive Statistics of Tangibles.7 Descriptive Statistics of Price policy .8 Cronbach’s Alpha of the reliability scale.9 Cronbach’s Alpha of the responsiveness scale .10 Cronbach’s Alpha of the assurance scale .11 Cronbach’s Alpha of the empathy scale .12 Cronbach’s Alpha of the tangibles scale.13 Cronbach’s Alpha of the price policy scale .14 Cronbach’s Alpha of the customer satisfaction scale .15 Synthesize Cronbach’s Alpha of each scale .16 KMO and Bartlett’s Test for independent variables .17 Eigenvalue and the total value of deviation for independent variables .18 Rotated Component Matrixa of Independent variables .19 KMO and Bartlett’s Test for the dependent variable .20 Eigenvalue and the total value of deviation for the dependent variable .21 The factor rotation matrix of the dependent variable .22 The Serving Competence scale after EFA .23 The Price policy scale after EFA .24 The Reliability scale after EFA.25 The Tangibles scale after EFA .26 The Empathy scale after EFA .27 Synthesize variables of each scale after EFA .28 Synthesize new hypotheses after EFA .29 Pearson Correlation Analysis .33 Synthesize the hypothesis testing results .34 One-way ANOVA test .1 Descriptive statistics of serving competence scale .2 Descriptive statistics of tangibles scale.3 Descriptive statistics of price policy scale . 82 viii CHAPTER 1: INTRODUCTION 1.1 Statement of the problem In today's market context, the market economy has many fluctuations under the pressure of globalization combined with the rapid development of technology and the opening of new markets. Since joining the WTO until now, Vietnam's economy has been gradually developing and integrating into the world economy, opening up opportunities and accompanying new difficulties and challenges. The rapid development of the global economy has increased fierce competition between domestic and foreign enterprises. Therefore, today's businesses need to promote their prestige and strong position in the market before their competitors to be able to survive and develop strongly. To contribute to helping businesses improve their position and reputation in the market, improving service quality is a very important thing for businesses in general and coffee businesses in particular. For service industries, restaurants or hotels, especially in Food and Beverage Industry, service quality is considered one of the most important factors to help create a sustainable competitive advantage and build trust with customers. Measuring service quality benefits for the company both qualitatively and quantitatively. Achieving a high level of service quality will also increase customer loyalty, helping to increase market share, and ensure competitive advantage. Coffee is one of the most widely consumed beverages in the world. According to a market research report, in the period 2021 - 2025, the global coffee market will grow by an average of 7. Vietnam is a sizable coffee- consuming country, especially in big cities. According to Kantar Worldpanel in a survey of consumer behavior in the Vietnamese market, coffee accounted for 26% of the total drinks selected for a week in Ho Chi Minh City. 1 Highlands Coffee is a very familiar name to those who are passionate about coffee or fast food in Vietnam, especially young people or those who have worked. Highlands Coffee has improved over generations and quickly established many impressive milestones such as a Chain of 25 stores in 2006; broke the record of the first coffee and tea chain in Vietnam to reach 100 stores in 2016. Highlands Coffee, one of Vietnam's largest coffee and tea businesses, has become an integral part of many Vietnamese people's daily lives, with over 300 locations in 24 provinces. Over the past two decades, Highlands Coffee has always shaped intending to become the most loved coffee and tea brand, a server anytime, anywhere, proudly spreading the message " Pride of Vietnam ". This message has become a strong inspiration for the brand to become part of the tea and coffee culture of millions of Vietnamese. This study was conducted to explore the customer's preferred factors when choosing a food and beverage service business and to explore more profoundly the factors of service quality that affect customer satisfaction. One of the most popular coffee chains today is Highlands Coffee. Therefore, this thesis decided to choose the topic: “Factors of service quality affecting customer satisfaction of Highlands Coffee in Ho Chi Minh City” 1.1 Research aim The main aim of this research is to identify service quality factors that affect customer satisfaction of Highlands Coffee’s customers in Ho Chi Minh City.2 Specific objectives ­ To find factors of service quality impacting customer satisfaction of Highlands Coffee in Ho Chi Minh City. 2 ­ To analyze service quality factors affecting customer satisfaction of Highlands Coffee in Ho Chi Minh City. ­ To propose implications to enhance service quality to meet the satisfaction of Highlands Coffee’s customers.3 Research questions To make the purpose clearly in this study, the thesis needs to answer the research questions below: ­ Which are the main factors of service quality influencing customer satisfaction of Highlands Coffee in Ho Chi Minh City? ­ How do service quality factors affect customer satisfaction at Highlands Coffee in Ho Chi Minh City? ­ What are the implications for enhancing service quality to meet the satisfaction of Highlands Coffee’s customers? 1.4 Research subject and scope 1.1 Research subject The subject of the research analyzes factors of service quality affecting customer satisfaction among Highlands Coffee’s customers.2 Research scope The scope of the study includes customers who have used the service of Highlands Coffee in Ho Chi Minh City. Research time: Carry out from 04/2022 to 07/2022 3 1.5 Research methods The qualitative method aims to determine the research problem based on related customer satisfaction studies to build a model. Following that, a trial version of the questionnaire will be carried out by random participants who have used the service of Highlands Coffee in Ho Chi Minh City. The quantitative method involves survey questionnaires for clients who used Highlands Coffee services in Ho Chi Minh City to collect data. The data analysis techniques used in the research include: descriptive statistics, testing on the Cronbach's Alpha scale, Exploratory Factor Analysis (EFA), regression analysis, and Analysis of Variance (ANOVA test).6 Thesis structure The research is divided into five chapters: CHAPTER 1: INTRODUCTION This chapter introduces the research topic, including: the broad research background, research objectives, research subject, research scope, research methods and research structure. CHAPTER 2: LITERATURE REVIEW This chapter concentrates on the theories and previous research findings on the influence of service quality on customer satisfaction.