臺灣博碩士論文加值系統

To be successful in business, it is must look into the needs and desires of the
consumers. Many researchers have revealed that customer satisfaction has a very
strong effect on a company’s profitability. And the main purpose of this thesis is to
identify the importance of Service Quality in relation to Customer Satisfaction in
Danang retailing industry, Vietnam.
We have 412 respondents from 450 questionnaires distributed are valid. After
collecting, data were analyzed through descriptive statistic, exploratory factor
analysis (EFA) and Linear Regression Analysis by using Statistical Package for the
Social Sciences (SPSS) program. In the paper, we also investigate the five
dimensions of SERVPERF which are “Tangible”, “Reliability”, “Responsiveness”,
“Assurance” and “Empathy” that affect customer satisfaction. This research result
shows that Service Quality plays an important role in establishing customer
satisfaction in supermarket system in Danang city. Therefore, every organization in
this industry should enhance the quality of service to increase the level of customer
satisfaction and get success in business.

To be successful in business, it is must look into the needs and desires of the
consumers. Many researchers have revealed that customer satisfaction has a very
strong effect on a company’s profitability. And the main purpose of this thesis is to
identify the importance of Service Quality in relation to Customer Satisfaction in
Danang retailing industry, Vietnam.
We have 412 respondents from 450 questionnaires distributed are valid. After
collecting, data were analyzed through descriptive statistic, exploratory factor
analysis (EFA) and Linear Regression Analysis by using Statistical Package for the
Social Sciences (SPSS) program. In the paper, we also investigate the five
dimensions of SERVPERF which are “Tangible”, “Reliability”, “Responsiveness”,
“Assurance” and “Empathy” that affect customer satisfaction. This research result
shows that Service Quality plays an important role in establishing customer
satisfaction in supermarket system in Danang city. Therefore, every organization in
this industry should enhance the quality of service to increase the level of customer
satisfaction and get success in business.

TABLE OF CONTENTS
ABSTRACT ....................................................................................................... i
ACKNOWLEDGEMENTS ............................................................................ ii
LIST OF TABLE ............................................................................................. vi
LIST OF FIGURES ...................................................................................... vii
CHAPTER 1 INTRODUCTION .................................................................... 1
1.1 Background .................................................................................................... 1
1.2 Motivation...................................................................................................... 4
1.3 Research Objectives....................................................................................... 6
1.4 Research Organization ................................................................................... 7
CHAPTER 2 LITERATURE REVIEW ........................................................ 9
2.1 SERVICE QUALITY (SERVQUAL) ........................................................... 9
2.1.1 Definition of Service Quality ........................................................................ 9
2.1.2 Perceived Service Quality ........................................................................... 10
2.1.3 Perception of Service Quality ...................................................................... 12
2.1.4 SERVQUAL ................................................................................................ 13
2.2 CUSTOMER SATISFACTION .................................................................. 14
2.2.1 Definition of Customer Satisfaction ............................................................ 15
2.2.2 Determinants of Customer Satisfaction ....................................................... 16
2.2.3 Factors Affect Customer Satisfaction .......................................................... 17
2.2.4 The Relationship between Customer Satisfaction and Service Quality ...... 19
2.3 Research Questions and Hypothesis ............................................................ 19
iv
2.3.1 Research Questions ...................................................................................... 19
2.3.2 Research Hypothesis .................................................................................... 20
CHAPTER 3 METHODOLOGY ................................................................. 21
3.1 Conceptual Model and Research Hypotheses ............................................. 21
3.1.1 Conceptual Model ...................................................................................... 21
3.1.2 Research Hypotheses ................................................................................. 21
3.2 Questionnaire Design .................................................................................. 23
3.3 Construct Measurement ............................................................................... 24
3.3.1 Measurement of Tangibility ........................................................................ 24
3.3.2 Measurement of Reliability ......................................................................... 25
3.3.3 Measurement of Responsibility ................................................................... 25
3.3.4 Measurement of Assurance ......................................................................... 26
3.3.5 Measurement of Empathy ............................................................................ 27
3.3.6 Measurement of Customer Satisfaction ....................................................... 27
3.4 Sampling Design .......................................................................................... 28
3.5 Pre-Testing Result ....................................................................................... 29
3.6 Data Collection Procedure ........................................................................... 31
3.7 Data Analysis Method ................................................................................. 32
3.7.1 Descriptive Statistic Analysis A .................................................................. 32
3.7.2 Cronbach’s Alpha ........................................................................................ 32
3.7.3 Factor Analysis (FA) ................................................................................... 33
3.7.4 Correlation Coefficient ................................................................................ 34
3.7.5 Multi Linear Regression Model ................................................................... 36
v
CHAPTER 4 DATA ANALYSIS AND RESULTS..................................... 38
4.4.1 Exploratory Factor Analysis (EFA) ............................................................. 48
4.4.2 Linear Regression Analysis ......................................................................... 52
CHAPTER 5 CONCLUSION AND RECOMMENDATIONS ............... 58
REFERENCES ............................................................................................... 64
APPENDIX 1 .................................................................................................. 69
APPENDIX II ................................................................................................. 74

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