臺灣博碩士論文加值系統

Service quality is likely to be a key factor for Vietnam Airlines to keep customer loyalty. In order to compete successfully, VNA needs create and sustain competitive advantage basing on differentiation in service quality. The research objectives is to identify factors affecting services quality of Vietnam Airlines and make recommendations regarding to improving weaknesses in service delivering of VNA in order to raise customer retention. The study used factor analysis and linear regression through data obtained from the survey. The result shows that there 10 factors affecting services quality of Vietnam Airlines as follow: cabin crew; telephone ticketing and reservations service; food service; air craft and cabin; check-in procedure; office ticketing and reservations service; in-flight reading materials and entertainments in board; drink services; boarding procedure; annoucement and information delivery during the flight. And the study finally make recommendations to improve services quality of Vietnam Airlines.

Service quality is likely to be a key factor for Vietnam Airlines to keep customer loyalty. In order to compete successfully, VNA needs create and sustain competitive advantage basing on differentiation in service quality. The research objectives is to identify factors affecting services quality of Vietnam Airlines and make recommendations regarding to improving weaknesses in service delivering of VNA in order to raise customer retention. The study used factor analysis and linear regression through data obtained from the survey. The result shows that there 10 factors affecting services quality of Vietnam Airlines as follow: cabin crew; telephone ticketing and reservations service; food service; air craft and cabin; check-in procedure; office ticketing and reservations service; in-flight reading materials and entertainments in board; drink services; boarding procedure; annoucement and information delivery during the flight. And the study finally make recommendations to improve services quality of Vietnam Airlines.

Table of Contents
ABSTRACT i
ACKNOWLEDGMENTS ii
Table of Contents iii
List of Tables v
List of Figures vi
Chapter 1 Introduction 1
1.1 Introduction 1
1.2 Research purposes 6
Chapter 2 Literature Review 7
2.1 Definition of service quality 7
2.2 Dimensions of service quality quality ( Parasuraman et al. (1988) 7
2.3 Five factors effect to the airline service quality 8
2.4 The use of SERVQUAL survey 11
2.5 Criticisms of SERVQUAL model 15
2.5.1. Theoretical criticisms 15
2.5.2 Exercises problems with SERVQUAL 17
2.6 Customer retention in relation with service quality 18
2.7 Relationship between service quality and customer retention 22
Chapter 3 Research Methodology 25
3.1 Research Objectives 25
3.2 Nature of the Primary Research 25
3.2.1 Research Philosophy 25
3.2.2 Research approach 26
3.2.3 Information Needs 26
3.2.4 Scope of the Study 27
3.3 Hypothesis 32
3.4 Data Analysis 32
Chapter 4 Research Results and Analysis 35
4.1 Overview of Vietnam Airlines 35
4.2 Descriptive Statistics 36
4.2.1 Descriptive statistics on characteristics of customers 36
4.2.2 Descriptive statistics on the factors affecting services quality of VN Airlines 38
4.3 Assessing the credibility of the scale 40
4.4 Factors affecting services quality of Vietnam Airlines 43
4.4.1 Identify the factors affecting services quality of Vietnam Airlines 43
4.4.2 Identify variable measuring services quality of Vietnam Airlines 50
4.4.3 Measure the level of factors affecting services quality of Vietnam Airlines 51
Chapter 5 Conclusions and Recommendations 54
5.1 Conclusions 54
5.2 Recommendations 55
5.2.1. For government 56
5.2.2. For the Department of Civil Aviation of Vietnam 57
5.2.3. For Vietnam Airlines 58
References 60
Attachment 1 62

List of Tables
Table 1. Research Statements – Expectations 30
Table 2. Customers’ class of travel 36
Table 3. Descriptive statistics on the Factors Affecting services quality of VN Airlines 38
Table 4. The results assessing the Credibility of the Scale 40
Table 5. Results of identifing the factors affecting services quality of Vietnam Airlines 43
Table 6. Results of Exploratory Factor Analysis the Dependent Variables 50
Table 7. Results of Regression 52

List of Figures
Figure 1. GAP Model of Service Quality 14
Figure 2. Links between employee satisfaction and customer retention 21
Figure 3. Effects of service and customer to profit 22
Figure 4. Customer Perceptions of Quality and Customer Satisfaction 24
Figure 5. Reasons to choose this flight of Vietnam Airlines 37

References
[1]Cronin, J.J. and Taylor, S.A., (1992), "Measuring service quality: a re-examination and extension", Journal of Marketing, 56, 55-68.
[2]Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985), "A conceptual model of service quality and its implications for future research", Journal of Marketing, 49, 41-50; (1988), “SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality’’, Journal of Retailing, Vol. 64 No. 1, Spring, pp. 12-40; (1994), “Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research. Journal of Marketing”, 58(1): 111-124.
[3]Rebeldo M.A. (2001), Measuring and managing service quality: integrating customer expectations, Managing Service Quality, Vol.11, No.1, pp.22-31
[4] Palmer, A. (1994), Principles of Services Marketing, McGraw-Hill International, UK
[5]Crosby, P. B. (1984), Quality without tears, New American library, New York
[6]Wong, A. and Sohal, A. (2002), Customers’ perspectives on service quality and relationship quality in retail encounter, Managing Service Quality, Vol. 12, No. 6, pp. 424-433
[7]Zeithaml, V. A., Bitner, M. J. and Gremler, D., D. (2006), Service Marketing – Integrating Customer Focus Across the Firm, 4th Edition, McGraw-Hill International, UK
[8] Juran,J.M.(1982), Upper Management and Quality, Juran Institute,New York.
[9] Adler, N. and Smilowitz, K. (2007), Hub-and-spoke network alliances and mergers: Price-location competition in the airline industry, Transportation Research, Vol. 41, pp.394–409
[10] Hunter, L. (2006), Low cost airlines: business model and employment relations, European Management Journal, Vol.24, No.5, pp.315–321
[11] Huse, C. and Evangelho, F. (2007), Investigating business traveler heterogeneity: Low-cost vs. Full-service airline users, Transportation Research, Vol. 43, pp.259–268
[12] Lumsden, K., Dallari, F. and Ruggeri, R. (1999), Improving the efficiency of the Hub and Spoke system for the SKF European distribution network, International Journal of Physical Distribution & Logistics Management, Vol. 29, No. 1, pp. 50-64.
[13] Rust, R.T. and Zahorik, A.J. (1993), Customer satisfaction, customer retention, and market share, Journal of Retailing, Vol.69, No.2, pp.193-215
[14] Oliveira, A., (2001), Low cost carriers: characteristics and impacts, Working Paper, Institute for Transport Studies, University of Leeds.
[15] O’connell, J. F. and Williams, G. (2005), Passengers’ perceptions of low cost airlines and full service carriers: A case study involving Ryanair, Air Lingus, Air Asia and Malaysia Airlines, Journal of Air Transport Management, Vol. 11, pp.259–272
[16] Alamdari, F. and Fagan, S. (2005), Impact of the adherence to the original low-cost model on the profitability of low-cost airlines, Transport Reviews, Vol. 25, No.3, pp.377–392
[17] Alderighia, M., Centob, A., Nijkampc, P. and Rietveld, P. (2005), Network competition - the coexistence of hub-and-spoke and point-to-point systems, Journal of Air Transport Management, Vol. 11, pp.328–334
[18] Clow, K. E. and Vorhies, D. W. (1993), Building a competitive advantage for service firms, Journal of Services Marketing, Vol. 7, Issue 1, pp.22.
[19] Cronin, J. and Taylor, S. (1994), SERVPERF versus SERVQUAL: reconciling performance-based and perceptions-minus-expectations measurement of service quality, Journal of Marketing, Vol. 58, January, pp.125-31.
[20] Fourie, C. and Lubbe, B. (2006), Determinants of selection of full-service airlines and low-cost carriers – a note on business travelers in South Africa, Journal of Air Transport Management, Vol.12, pp.98–102