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研究生:阮黃玲
研究生(外文):Nguyen,Hoang Linh
論文名稱:Determinants of Customer Satisfaction with VTC1 channel in Vietnam
論文名稱(外文):DETERMINANTS OF CUSTOMER SATISFACTION WITH VTC1 CHANNEL IN VIETNAM
指導教授:王嵩音王嵩音引用關係
指導教授(外文):Wang Song-In
口試委員:王嵩音許正蘇宏仁
口試委員(外文):Wang Song-InCheng HsuShu Hong-Jen
口試日期:2011-07-26
學位類別:碩士
校院名稱:國立中正大學
系所名稱:電訊傳播研究所
學門:傳播學門
學類:一般大眾傳播學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:英文
論文頁數:96
外文關鍵詞:DETERMINANTS OF CUSTOMER SATISFACTION WITH VTC1 CHANNEL IN VIETNAM
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The information explosion in Vietnam encourages multiple viewing options
including the National Television Channel such as VTV, local television channels such as
HTV, and the cable or digital channels like VTC. Besides, audiences also get access to
hundreds of international channels easily. Television industry has been in a fierce
competition. Thus, defining the factors influencing television Customer Satisfaction is
essential for strategic plans, an improvement of program quality and an increase in
competitiveness among television channels.
Customer Satisfaction is an important factor for the survival of a television
channel, especially in the context of information explosion nowadays; the customers have
many choices between a great numbers of different television channels. Since one of the
main duties of the television industry as a communication channel is how to manage its
own quality, which holds a significant importance to customer satisfaction, the purpose of
this study is to gain a better understanding of the impact of Perceived Quality factors on
Customer Satisfaction. Also, through literature it is clear that there is a relation between
Pervceived Value, Expectation, Perceived Quality, Customer Satisfaction and Customer
Loyalty. For these reasons based on a detailed literature review, and in order to find the
impact of Expectation, Perceived Quality, Perceived Value factors on Customer
Satisfaction and Customer Loyalty, a model with these factors was selected to be tested
in VTC1 channel in Vietnam.
The results suggest that Perceived Value has a significant positive dirrect effect on
Customer Satisfaction, Customer Expectation has a significant negative dirrect effect on
Perceived Quality and also Perceived Quality has a significant positive dirrect effect on
Perceived Value and through Perceived Value affects Customer Satisfaction. In addition,
since Perceived Value is the only factor that directly affects Customer Satisfaction, it is a
key strategy to increase the level of satisfaction straightaway. Lastly, the results of the
research also indicate that higher Customer Satisfaction generated significantly greater
Customer Loyalty.
TABLE OF CONTENTS
Contents Page
CHAPTER ONE………………………………………………………………..... 1
INTRODUCTION…………………………………………………………........... 1
1.1.Research Background………………………………………………................ 1
1.2.Digital television………………………………………………....................... 4
1.2.1. Digital television VTC station in Vietnam………………………………… 6
1.2.2. VTC1 channel………………………………………………....................... 7
1.2.3. VTC1 programs………………………………………………..................... 10
1.3. Research Objective………………………………………………................... 12
1.4. Research Procedure……………………………………………….................. 15
1.5. Research Contribution……………………………………………….............. 15
1.6. Research Deposition………………………………………………................ 16
CHAPTER TWO………………………………………………............................ 17
LITERATURE REVIEW………………………………………………................ 17
2.1. Customer Satisfaction Index Assessment System…………………................ 17
2.1.1. American Customer Satisfaction Index…………………............................ 17
2.1.2. European Customer Satisfaction Index…………………............................ 18
2.1.3. Chinese Customer Satisfaction Index…………………............................... 19
2.2. Customer Expectation…………………………………………….................. 20
2.3. Perceived Quality……………………………………………......................... 21
2.3.1. Service Quality………………………………………….............................. 22
2.3.2. Content Quality …………………………………………............................ 25
2.3.3. Connection Quality…………………………………………....................... 26
2.4. Perceived Value……………………………………………........................... 27
2.4.1. Utilitarian Value……………………………………………........................ 28
2.4.2. Hedonic Value……………………………………………........................... 28
2.4.3. Social Value…………………………………………….............................. 29
2.5. Customer Satisfaction…………………………………………….................. 29
2.6. Customer Loyalty……………………………………………......................... 30
2.7. Relationships among the variables…………………………………………... 32
2.8. Hyphotheses and Conceptual Framework…………………………………… 35
CHAPTER THREE……………………………………………............................. 37
RESEARCH METHODOLOGY……………………………………………........ 37
3.1. Data Collection Instrument…………………………………………….......... 37
3.1.1. Customer Expectation……………………………………………............... 38
3.1.2. Perceived Quality……………………………………………...................... 38
3.1.3. Perceived Value……………………………………………........................ 39
3.1.4. Customer Satisfaction……………………………………………............... 40
3.1.5. Customer Loyalty……………………………………………...................... 40
3.1.6. Characteristics of cable television customers use…………………………. 41
3.1.7. Demographic Variables……………………………………………............. 41
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3.2. Pilot test……………………………………………........................................ 41
3.2.1. Reliability…………………………………………….................................. 42
3.2.2. Validity……………………………………………...................................... 45
3.3. Formal Survey…………………………………………….............................. 46
3.3.1. Sample selection……………………………………………........................ 46
3.3.2. Procedures……………………………………………................................. 46
3.3.3. Data analysis techniques……………………………………………........... 47
CHAPTER FOUR……………………………………………............................... 48
RESULTS AND DISCUSSIONS…………………………………………….... 48
4.1. Descriptive Analysis…………………………………………….................... 48
4.2. Factor Analysis ……………………………………………............................ 52
4.3. T-test in Gender ……………………………………………........................... 59
4.4. ANOVA analysis in Age ……………………………………………............ 60
4.5. ANOVA analysis in the Level of Education ………………………………... 61
4.6. ANOVA analysis in Hometown …………………………………………….. 61
4.7. ANOVA analysis in Occupation ……………………………………………. 62
4.8. Pearson Correlation between factors ………………………………………... 62
4.9. The Linear Structure Relation and Hypotheses Test ……………………… 63
CHAPTER FIVE ……………………………………………................................ 68
CONCLUSIONS AND RECOMMENDATIONS ……………………………… 68
5.1. Conclusions of This Research ………………………………………………. 68
5.2. Theoretical Implications …………………………………………….............. 71
5.3. Managerial Implications …………………………………………….............. 72
5.4. Limitations of This Research ……………………………………………….. 74
5.5. Suggestions for Future Research ……………………………………………. 75

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