Service Quality within telecommunication units is pivotal for satisfying customers, retaining them and creating loyalty amongst customers. This research also uses SERVQUAL to analyze the gap between perceptions and expectations of the customer, concerning with the service at HanoiTV. Customer Satisfaction level is assessed for the services offered at HanoiTV. Five dimensions in service quality (servqual), tangibility, reliability, responsiveness, empathy, and assurance (Parasuraman, Zeithaml, & Berry, 1985) have been considered for this empirical research. General purpose of this research to know some factors that impact customer satisfaction. The purpose are (1) to describe applied of service quality (servqual) dimension in media and telecommunication service, (2) to know service quality (servqual) dimensions that make customers satisfied, and (3) to know service quality (servqual) dimensions that are dominant in influencing customer satisfaction. The research methodology was carried out in a survey cross-sectional applied to 200 respondents. The data obtained was analyzed by using reliability method, correlation and regression. Result of research showed that products and services offered by HanoiTV have positive impact and are significant in building customer satisfaction. Findings of this empirical research reiterate the point of view that Service Quality dimensions are crucial for customer satisfaction in HanoiTV.
This study was based on the customer’s perspectives and their experiences with HanoiTV’s products and services in Hanoi, Vietnam. Questionnaire as data collection tool was used in the conduction of this study. The findings indicated the perceived value; some elements of service quality and marketing mix play the key role in customer satisfaction. Regarding to the marketing mix, only product, process, and physical evidence are significant to customer satisfaction in HanoiTV products and services. In addition to this, the findings also indicated that customer satisfaction plays a key role in determining customer behavioral intentions.

Service Quality within telecommunication units is pivotal for satisfying customers, retaining them and creating loyalty amongst customers. This research also uses SERVQUAL to analyze the gap between perceptions and expectations of the customer, concerning with the service at HanoiTV. Customer Satisfaction level is assessed for the services offered at HanoiTV. Five dimensions in service quality (servqual), tangibility, reliability, responsiveness, empathy, and assurance (Parasuraman, Zeithaml, & Berry, 1985) have been considered for this empirical research. General purpose of this research to know some factors that impact customer satisfaction. The purpose are (1) to describe applied of service quality (servqual) dimension in media and telecommunication service, (2) to know service quality (servqual) dimensions that make customers satisfied, and (3) to know service quality (servqual) dimensions that are dominant in influencing customer satisfaction. The research methodology was carried out in a survey cross-sectional applied to 200 respondents. The data obtained was analyzed by using reliability method, correlation and regression. Result of research showed that products and services offered by HanoiTV have positive impact and are significant in building customer satisfaction. Findings of this empirical research reiterate the point of view that Service Quality dimensions are crucial for customer satisfaction in HanoiTV.
This study was based on the customer’s perspectives and their experiences with HanoiTV’s products and services in Hanoi, Vietnam. Questionnaire as data collection tool was used in the conduction of this study. The findings indicated the perceived value; some elements of service quality and marketing mix play the key role in customer satisfaction. Regarding to the marketing mix, only product, process, and physical evidence are significant to customer satisfaction in HanoiTV products and services. In addition to this, the findings also indicated that customer satisfaction plays a key role in determining customer behavioral intentions.

ACKNOWLEDGMENTS I
ABSTRACT II
Contents III
Tables V
Figures VI
Chapter 1 Introduction 1
1.1 Reseach motivation 1
1.2 HanoiTV’s overview 2
1.2.1 The development of HanoiTV 2
1.2.2 HanoiTV’s organization structure 3
1.2.3 HanoiTV’s products and services 3
1.3 The significance of the research 4
1.4 The procedure of the research 5
1.5 Organization of the research 7
Chapter 2 Literature Review 9
2.1 Customer satisfaction 9
2.2 Service and service quality 11
2.2.1 Service definition 11
2.2.2 Service Quality 11
2.3 Service quality Model 14
2.3.1 SERVQUAL dimensions inrelation to the TV services 14
2.3.2 Five Gap Model 15
2.3.3 Perceived serviced quality model 17
2.4 The concept of TV service 18
Chapter 3 Research Methodology 20
3.1 Research Framework 20
3.2 Research Hypothesis 20
3.3 Research Approach 22
3.4 Quantitative research methodology 22
3.5 Research Model 23
3.6 Variable Measurement 23
3.7 Questionaire design 27
3.8 Sampling and Data collection 27
3.9 Data analysis 27
3.9.1 Reliability analysis 28
3.9.2 Factor analysis 28
3.9.3 Multiple Regressions analysis 29
Chapter 4 Findings and Discussions 30
4.1 Descriptive statistic of the samples 30
4.2 About Anything Reliability and Validity 32
4.3 Exploratory factor analysis (EFA) 33
4.4 Analysis of the evaluation of the respondents to each factor 36
4.5 Testing Hypotheses and Research Model 38
Chapter 5 Conclusions and Recommendations 42
5.1 Conclusions 42
5.2 Recommendation for HanoiTV 44
5.2.1 Updating New TV programs 45
5.2.2 Focusing Marketing efforts on Customer Demand 45
5.2.3 HanoiTV should be more concerned about customer needs 45
5.2.4 Creating good image of HanoiTV in customer mind 46
References 47
Attachment 51

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