臺灣博碩士論文加值系統

Air cargo transportation plays an important role in the growth of world economic. Although encountering many difficulties in economic crisis, many experts predict that Vietnam is one of air cargo industries that have the highest growth rate in the world. In the recently years, contribution of Vietnam Airlines cargo department is higher estimate in the development of Vietnam Airlines in middle region. In the study, SERVQUAL model (Parasuraman, Zeithaml, and Berry, 1985) is applied to evaluate the level of customer satisfaction toward air cargo transportation in Vietnam Airlines-Middle regional office. The data of this research was collected from survey method that uses non-probability convenience sampling technique. The survey was conducted 220 officers of forwarders and personal customers operating in Da Nang for two months. The purpose of this study is determining service quality components that have effect on customer satisfaction and evaluating customer satisfaction toward service quality of air transportation in Vietnam Airlines-Middle regional office. Cronbach’s alpha, Exploratory Factor Analysis EFA, Regression and correlation, Oneway-ANOVA analysis was applied for this purpose. The findings have not only academic implications for filling the gap in the literature review about service quality attributes in air cargo transportation but also managerial implications for strategic plan which service quality components Vietnam Airlines cargo should focus on to improve service quality of air cargo transportation.

TABLE OF CONTENTS
ABSTRACT i
Acknowledgments ii
TABLE OF CONTENTS iii
LIST OF TABLES vi
LIST OF FIGURE vii
CHAPTER 1 INTRODUCTION 1
1.1 Research Background 1
1.1.1 Introduce about Air Cargo Industry 1
1.1.2 Vietnam Air Cargo Transport Overview 4
1.1.3 Overview about Relationship between Service Quality and Customer Satisfaction 7
1.2 Research Motive 8
1.3 Research Purpose 10
1.4 Research Procedure 10
CHAPTER 2 LITERATURE REVIEW 11
2.1 Customer Satisfaction 11
2.2 Service Quality 13
2.2.1 The Definition of Service Quality 13
2.2.2 Customer Perception and Expectation 14
2.2.3 The Background Literature on Service Quality 16
2.2.4 The Dimension of Service Quality 17
2.2.5 The Dimension of Service Quality in Cargo Transportation 18
2.2.6 The relationship between service quality and customer satisfaction 20
2.3 SERVQUAL model 21
2.3.1 Introduction SERVQUAL Model 21
2.3.2 SERVQUAL Model and Shipping 27
CHAPTER 3 RESEARCH DESIGN 31
3.1 Research Model 31
3.2 Research Hypothesis 32
3.3 Questionnaire Design 32
3.4 Measurement of Variables 33
3.5 Data Collection Method 35
3.5.1 Sampling Method 35
3.5.2 The Sample Size 36
3.5.3 Pilot Test 36
3.5.4 Collecting Data 37
3.6 Prepare Data Processing 38
3.7 Data Analysis Used in Research 39
3.7.1 Reliability Analysis by Cronbach’s Alpha 39
3.7.2 Exploratory Factor Analysis (EFA) 40
3.7.3. Construction regression and correlation analysis 40
3.7.4 Oneway-ANOVA 41
CHAPTER 4 RESEARCH RESULT 43
4.1 Sample Description 43
4.2 Testing Reliability of Scale 46
4.2.1 Service Quality 46
4.2.2 Customer Satisfaction 48
4.3 Exploratory Factor analysis 48
4.3.1 Service quality measurement 48
4.3.2 Customer satisfaction measurement 50
4.4 Descriptive Statistics of variables 51
4.5 Research model testing 55
4.5.1 Correlation analysis 55
4.5.2 Multiple regression analysis 56
4.6 Other testing 59
4.6.1 Satisfaction and Business Field 59
4.6.2 Satisfaction and Frequency Using 60
4.6.3 Satisfaction and Time Using Service 60
4.6.4 Satisfaction and Transportation Weight 62
4.7 Comparing Vietnam Airlines cargo with other airlines 62
4.7.1 Evaluating service quality 63
4.7.2 Evaluating satisfaction 64
4.8 Conclusion 65
CHAPTER 5 CONCLUSION 67
5.1 Summary of Findings 67
5.2 Implication 68
5.3 Limitation 68
5.4 Suggestion 69
5.4.1 Promote strengthen 69
5.4.2 Overcome weakness 70
REFERENCES 75
Appendix 1 SUMMARZE THEORY OF SERVICE QUALITY DIMENSIONS 78
Appendix 2. QUESTIONNAIRE IN VIETNAMMESE 81
Appendix 3. QUESTIONNAIRE IN ENGLISH 84
Appendix 4 QUESTIONNAIRE IN ENGLISH 87
Appendix 5 CODING QUESTIONNAIRE 90





LIST OF TABLES
Table 3.1. Variables of SERVQUAL model 34
Table 3.2. Data collecting results 38
Table 4.1 Sample Description 43
Table 4.2 Use freight service of other airlines 45
Table 4.3 Other airlines used 45
Table 4.4 Cronbach’s Alpha of service quality component 46
Table 4.5 Cronbach’s Alpha of customer satisfaction 48
Table 4.6 KMO and Bartlett''s Test for service quality 48
Table 4.7 Results of exploratory factor analysis service quality 49
Table 4.8 KMO and Bartlett''s Test for customer satisfaction 50
Table 4.9 Result of Exploratory Factor Analysis Customer Satisfaction 51
Table 4.10 Descriptive statistics of customer satisfaction dimension’s scale 51
Table 4.11 Descriptive statistics of customer satisfaction scale 54
Table 4.12 Correlation matrix 55
Table 4.13 Regression model summary 56
Table 4.14 Regression coefficients 57
Table 4.15 One-way ANOVA testing between satisfaction and business field 59
Table 4.16 One-way ANOVA testing between satisfaction and frequency using 60
Table 4.17 One-way ANOVA testing between satisfaction and time using service 60
Table 4.18 One-way ANOVA testing between satisfaction and transportation weight 62
Table 4.19 Comparing of customer about Vietnam Airlines service quality and competitors 63
Table 4.20 Evaluating customer satisfaction 64
Table 5.1 Priority for suggestions 67

LIST OF FIGURE
Figure 1.1 The process of providing air transport service 2
Figure 1.2 Organizational Structure of VNA 7
Figure 2.1 Service Quality model 22
Figure 2.2 SERVQUAL model 26
Figure 2.3 Research framework of Dao Duc Bieu (2012) 29
Figure 3.1 Conceptual model - SERVQUAL model 32
Figure 4.1 Summarize evaluation of service quality in air transportation 53
Figure 4.2 Summarize evaluating service quality of Vietnam Airlines 65

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