臺灣博碩士論文加值系統

As of now, the Vietnam telecom market has been nearly saturated and five dominated mobile carriers coexist. Nevertheless, the competition is still fierce due to the fluctuation of market share among service providers. Therefore, through loyalty programs and word-of-mouth marketing (WOMM), mobile carriers now turn to put major efforts on retaining existing consumers, as well as attracting as many as possible new users from competitors.

This study proposes a novel model regarding consumer psychology, which aims at two main purposes: first, identifying the relevant dimensions of customers’ service quality perception in Vietnam mobile telecommunication sector; second, examining the simultaneous effects of overall service quality, advertising message, and negative switching barrier on two key manifestations of attitudinal loyalty, namely repurchase intention and positive word of mouth. In this study, a total of 557 valid questionnaires were collected and explored from current Vietnam mobile phone users. Exploratory Factor Analysis (EFA) identified and Confirmatory Factor Analysis (CFA) are employed to verify five distinct factors contributing to overall service quality, which include call quality, price policy, convenience, customer support, and added services. The Structural Equation Modeling (SEM) then was employed to test six proposed hypotheses, followed by ANOVA testing for the impact of three main categorial variables on customers’ attitudinal loyalty.

The findings indicated that overall service quality is positively related to attitudinal loyalty consisting of repurchase intention and positive word-of-mouth. Moreover, the more frequent and needless advertising messages customers receive, the less likely they intend to repurchase as well as disseminate positive word-of-mouth. Besides, if customers concern more about negative switching barriers from external environment, they would more likely intend to remain using the current service. The interesting findings revealed in this study not only added more knowledge to deepen the understanding of service quality and consumer psychology in the field of mobile telecommunication service, but also developed a number of practical implications for the mobile carriers in Vietnam.

Keywords: Mobile Network, Service Quality, Advertising Message, Negative Switching Barrier, Repurchase Intention, Positive Word-of-Mouth, Attitudinal Loyalty.

LIST OF THE CONTENTS
THESIS VERIFICATION i
ABTRACT ii
ACKNOWLEDGEMENT iii
LIST OF ABBREVIATIONS iv
LIST OF THE CONTENTS v
LIST OF THE TABLES ix
LIST OF THE FIGURES xii
Chapter 1. INTRODUCTION 1
1.1 Background of the Study 1
1.2 Problem Statement 4
1.3 Objectives of The Study 6
1.4 Research Methodology 7
1.5 Contributions of The Study 8
1.6 Structure of Thesis 8
1.7 The research Procedure 9
Chapter 2 LITERATURE REVIEW 11
2.1 Vietnam Mobile Network Carrier Profile 11
2.1.1 MobiFone 12
2.1.2 Vinaphone 13
2.1.3 Viettel 14
2.1.4 Vietnamobile 15
2.1.5 Gmobile (Gtel) 15
2.2 The Role of Mobile Telecommunication Service 15
2.3 Customer Loyalty in the Mobile Telephony Sector 16
2.3.1 Repurchase Intention 18
2.3.2 Word –of– Mouth (WOM) 19
2.4 Service Quality 19
2.4.1 Service Quality and Its Dimensions in Mobile Service 19
2.4.2 The relation between service quality and two key manifestations of attitudinal loyalty 24
2.5 Advertising Message and Its Relations with Two Key Manifestations of Attitudinal Loyalty 25
2.5.1 Advertising Message 25
2.5.2 The Relation between Advertising Message and Repurchase Intention 25
2.5.3 The Relation between Advertising Message and Positive Word-of-Mouth 26
2.6 Negative Switching Barrier and Its Relations with Two Key Manifestations of Customer Loyalty 27
2.6.1 Negative Switching Barrier 27
2.6.2 The Relation between Negative Switching Barrier with Two Key Manifestations of Customer Loyalty 29
2.7 Research Framework 29
Chapter 3. RESEARCH DESIGN AND METHODOLOGY 32
3.1 The Structure of Questionnaire 32
3.1.1 Measuring Service Quality 32
3.1.2 Measuring Adverting Message 35
3.1.3 Measuring Negative Switching Barrier 35
3.1.4 Measuring Repurchase Intention 36
3.1.5 Measuring Positive Word-of-Mouth 37
3.2 Sample and Data Collection 37
3.2.1 Determining the sample size 37
3.2.2 Data Collection 38
3.4 Methods for Data Analysis 39
3.4.1 Descriptive Statistics 39
3.4.2 Reliability Testing and Exploratory Factor Analysis 39
3.4.3 Confirmatory Factor Analysis 40
3.4.4 Structural Equation Modeling (SEM) 41
3.4.5 Analysis of Variance (ANOVA) 41
Chapter 4. DATA ANALYSIS AND FINDINGS 43
4.1 Descriptive Analysis 43
4.1.1 Respondent Profiles 43
4.1.2 Descriptive Analysis for Measurement Models 44
4.1.2.1 Call Quality 44
4.1.2.2 Price Policy 45
4.1.2.3 Convenience 45
4.1.2.4 Customer Support 46
4.1.2.5 Added Service 46
4.1.2.6 Adverting Message 47
4.1.2.7 Negative Switching Barrier 47
4.1.2.8 Repurchase Intention 48
4.1.2.9 Positive Word-of-Mouth 48
4.2 Testing Reliability of Scales 49
4.2.1 Reliability Testing for Call Quality’s Measurements 49
4.2.2 Reliability Testing for Price Policy’s Measurements 50
4.2.3 Reliable Testing for Convenience’s Measurement 51
4.2.4 Reliability Testing for Customer Support’s Measurements 51
4.2.5 Reliability Testing for Added Service’s Measurements 52
4.2.6 Reliability Testing for Advertising Message’s Measurements 53
4.2.7 Reliability Testing for Negative Switching Barrier’s Measurements 54
4.2.8 Reliability Testing for Repurchase Intention’s Measurements 54
4.2.9 Reliability Testing for Positive WOM’s Measurements 55
4.3 Exploratory Factor Analysis for Service Quality Dimensions 56
4.4 Confirmatory Factor Analysis (CFA) 58
4.4.1 First CFA for Service Quality Dimensions 58
4.4.2 Second-order CFA for Service Quality’s Factors 61
4.5 Results of Structural Equation Modeling (SEM) 62
4.5.1 Evaluation of construct validity 62
4.5.2 Hypothesis Testing 63
4.6 Analysis of Variance (ANOVA) 66
4.6.1 ANOVA for Variable “Mobile Network” 66
4.6.2 ANOVA for Variable “Payment Method” 67
4.6.3 ANOVA for Variable “Occupation” 68
Chapter 5. CONCLUSIONS, DISCUSSION, CONTRIBUTIONS AND IMPLICATIONS 70
5.1 Summary of Findings and Conclusions 70
5.2 Discussion of Research Findings 73
5.2.1 Discussion on Findings of Service Quality’s Factors 73
5.2.2 Discussion on Results of Hypotheses Testing 75
5.3 Scholarly Contributions and Practical Implications 78
5.3.1 Scholarly Contributions 78
5.3.2 Practical Implications 80
5.4. Limitations of the Study 82
REFERENCES 83
Appendix 1. Questionnaire 92











LIST OF THE TABLES
Table 2.1. History of Vietnam’s mobile telecom market 12
Table 2.2. Overview the history of MobiFone 13
Table 2.3. The history of Vinaphone 14
Table 2.4. Summary of previous studies regarding mobile service quality dimensions 21
Table 2.5. Five SQ dimensions are proposed for Vietnam’s mobile telecom sector 23
Table 3.1. Measuring Call Quality 32
Table 3.2. Evaluating Price policy 33
Table 3.3. Evaluating Convenience 33
Table 3.4. Evaluating Customer Support 34
Table 3.5. Evaluating Added Service 34
Table 3.6. Evaluating Adverting Message 35
Table 3.7. Measuring Negative Switching Barrier 36
Table 3.8. Measuring Repurchase Intention 36
Table 3.9. Measuring Positive Word-of-Mouth 37
Table 4.1. General Sample Description (N = 557) 44
Table 4.2. Descriptive Analysis of Call Quality’s Items 45
Table 4.3. Descriptive Analysis of Price Policy’s Items 45
Table 4.4. Descriptive Analysis of Convenience’s Items 46
Table 4.4. Descriptive Analysis of Customer Support’s Items 46
Table 4.6. Descriptive Analysis of Added Service’s Items 47
Table 4.7. Descriptive Analysis of Advertising Message’s Items 47
Table 4.8. Descriptive Analysis of Negative Switching Barrier’s Items 48
Table 4.9. Descriptive Analysis of Repurchase Intention’s Items 48
Table 4.10. Descriptive Analysis of Positive WOM’s Items 49
Table 4.11. Reliability Statistics for Call quality 49
Table 4.12. Item-Total Statistics for Call quality’s scales 50
Table 4.13. Reliability Statistics for Price Policy 50
Table 4.14. Item-Total Statistics for Price Policy’s Scales 50
Table 4.15. Reliability Statistics for Convenience 51
Table 4.16. Item-Total Statistics for Convenience’s Scales 51
Table 4.17. Reliability Statistics for Customer Support 52
Table 4.18. Item-Total Statistics for Customer Support’s Scales 52
Table 4.19. Reliability Statistics for Added Service 52
Table 4.20. Reliability Statistics for Added Service’s Scale 53
Table 4.21. Reliability Statistics for Advertising Message’s Scales 53
Table 4.22. Reliability Statistics for Advertising Message’s Scales 53
Table 4.23. Reliability Statistics for Negative Switching Barrier 54
Table 4.24. Item-Total Statistics for Negative Switching Barrier’s Scales 54
Table 4.25. Reliability Statistics for Repurchase Intention 54
Table 4.26. Reliability Statistics for Repurchase Intention’s Scales 55
Table 4.27. Reliability Statistics for Positive WOM 55
Table 4.28. Item-Total Statistics for Positive’s Scales 55
Table 4.29. Exploratory Factor Analysis (EFA) of service quality 57
Table 4.30. First-order CFA results for service quality dimensions 59
Table 4.31. Discriminant validity testing for SQ’s factors 60
Table 4.32. Second-order CFA for service quality measurement model 62
Table 4.33. Convergent and Discriminant testing 63
Table 4.34. Structural Parameter Estimation 64
Table 4.35. Test of Homogeneity of Variances for Mobile network 66
Table 4.36. ANOVA test for Mobile network 67
Table 4.37. Test of Homogeneity of Variances for Payment method 67
Table 4.38. ANOVA test for Payment method 68
Table 4.39. Test of Homogeneity of Variances for Occupation on repurchase intention 68
Table 4.40. ANOVA test for Occupation on repurchase intention 68
Table 4.41. Test of Homogeneity of Variances for Occupation on Positive WOM 69
Table 4.42. Robust Tests of Equality of Means for Occupation on Positive WOM 69










LIST OF THE FIGURES
Fig.1.1. The market share of mobile network service in Vietnam 3
Fig. 1.2. The Research procedure 8
Fig.2.1. Three main cellular network carriers in Vietnam 11
Fig.2.2. Research Framework 31
Fig. 3.1. Data Analysis Process 42
Fig. 4.1. First-order CFA for SQ dimension 58
Fig. 4.2. Second-order CFA for SQ dimension 61
Fig. 4.3. The results of SEM 65

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