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研究生:何香江
研究生(外文):Ha Huong Giang
論文名稱:越南機車顧客滿意度與服務品質之研究
論文名稱(外文):Enhancing Customer Satisfaction on Service Quality of Motorcycle Company in Vietnam
指導教授:黃營芳黃營芳引用關係
指導教授(外文):Ying-Fang, Huang
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:國際企業管理與製造產研碩外專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
畢業學年度:100
語文別:英文
中文關鍵詞:顧客滿意
外文關鍵詞:Customer satisfaction
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Vietnam motorcycle market is considered as the fourth biggest in the world so it is
also a great growth potential market. However, the impact of service quality on
customer satisfaction in the motorcycle industry has not received adequate research
attention in Vietnam. This research attempts to study the situation of service quality and
customer satisfaction in the Vietnam motorcycle market and suggests some solution to
enhance service quality to meet customer expectation and get more customer
satisfaction. Based on SERVQUAL model, questionnaire was designed with 25
statements of five dimensions. After using SPSS to analyze, the result shows that
Vietnamese customers are dissatisfied with five dimensions of service quality and two
most important factors affecting to the customer satisfaction on using motorcycle are
responsiveness and reliability. To increasing the customer satisfaction on service quality,
this research suggested concentrate on two factors responsiveness and reliability to
enhance the current customer satisfaction level in short-term and focus on managing
quality service, improving technical and training and developing human resource to
meet customer expectation in long-term. This research serves as a base for future
research relating to motorcycle industry.
ABSTRACT ........................................................................................................................ III
ACKNOWLEDGEMENTS .................................................................................................IV
TABLE OF CONTENTS ......................................................................................................V
LIST OF FIGURES............................................................................................................ VII
LIST OF TABLES ............................................................................................................ VIII
CHAPTER 1 INTRODUCTION........................................................................................ 1
1.1 Research motivation .......................................................................................1
1.2 Research background...................................................................................... 3
1.3 Research Objectives ....................................................................................... 6
1.4 Structure of Thesis..........................................................................................7
CHAPTER 2 LITERATURE REVIEW............................................................................. 8
2.1 Service quality ...................................................................................................8
2.1.1 Service quality definition ....................................................................... 8
2.1.2 Service quality dimension ....................................................................12
2.2 Customer satisfaction ...................................................................................14
2.2.1 Customer satisfaction definition...........................................................14
2.2.2 Customer expectation and perception...................................................16
2.3 The relationship of service quality and customer satisfaction......................16
2.4 SanYang Industry Limited Company- VMEP ............................................17
CHAPTER 3 RESEARCH METHODOLOGY.................................................................19
3.1 Research Hypothesis ....................................................................................19
3.2 Research framework..................................................................................... 20
3.3. Research model.............................................................................................21
3.4 Measurement Instrument .............................................................................. 23
3.5 Questionnaire Design ...................................................................................24
3.6 Data collection.............................................................................................. 29
3.7 Data Analysis Process .................................................................................. 31
CHAPTER 4 DATA ANALYSIS AND FINDINGS.......................................................34
4.1 Demographic analysis ..................................................................................34
4.2 Reliability analysis and result.......................................................................43
4.3 Regression analysis ......................................................................................59
4.4 Correlations analysis ....................................................................................60
CHAPTER 5 CONCLUSION AND SUGGESTION ...................................................... 64
5.1 Conclusion....................................................................................................64
5.2 Suggestion ....................................................................................................65
5.2.1 Solutions to enhance the current customer satisfaction level ...............64
5.2.2 Solutions to meet customer expectation ............................................... 67
REFERENCES.....................................................................................................................70
Appendix 1 Questionnaire in Vietnamese ..........................................................................73
Appendix 2 Questionnaire in English.................................................................................76
Appendix 3 Training and Development Methods and Deliver systems............................ 79
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