Nowadays, customer service is getting more and more important in the business of all the company, an organization…around the world. A country, a company, an organization that wants to succeed must know well the customer service. The company wish to be successful they must know how to bring the excellent service to customer, all types of customers, including potential, new and existing customers. Especially, in the aviation industry, the service plays a very important role and large proportion of the development. Therefore, research on service, quality of service and customer satisfaction is real problem that needed all businesses are top concerns. Vietnam airlines (VNA) are not the exception company. In the market, economic competition about customer service. VNA manager always give the preferential service and superior services to satisfy their customer.
Along with the development of the economy and demand for air transport services growth very fast. Many foreign airlines have opened routes to Vietnam and with the advent of the domestic airlines make up the competitive pressure in the aviation industry stronger, it makes competition for VNA, require VNA to take effective measures to ensure efficient business operations, given the appropriate measures to meet the increasing demands of the market, to achieve this goal, requires customer service must be of high quality. In that context, aviation corporations Vietnam has built business strategy and customer service is one of the most important factor for ensuring the development and sustainable growth.
So, in this study, based on the needs and expectation of the customer about service on VNA flight, the aviation corporations Vietnam gave the ways to improve and to enhance the quality of service. In the structural equation model was proposed to show the relationship between satisfactions of customer about service on VNA flight. Based on the results of factor analysis and linear regression method is well known and widely used in many fields of research, results showed that all five independent variables (empathy, responsiveness, tangible, assurance, reliable) affect to customer satisfaction.

Nowadays, customer service is getting more and more important in the business of all the company, an organization…around the world. A country, a company, an organization that wants to succeed must know well the customer service. The company wish to be successful they must know how to bring the excellent service to customer, all types of customers, including potential, new and existing customers. Especially, in the aviation industry, the service plays a very important role and large proportion of the development. Therefore, research on service, quality of service and customer satisfaction is real problem that needed all businesses are top concerns. Vietnam airlines (VNA) are not the exception company. In the market, economic competition about customer service. VNA manager always give the preferential service and superior services to satisfy their customer.
Along with the development of the economy and demand for air transport services growth very fast. Many foreign airlines have opened routes to Vietnam and with the advent of the domestic airlines make up the competitive pressure in the aviation industry stronger, it makes competition for VNA, require VNA to take effective measures to ensure efficient business operations, given the appropriate measures to meet the increasing demands of the market, to achieve this goal, requires customer service must be of high quality. In that context, aviation corporations Vietnam has built business strategy and customer service is one of the most important factor for ensuring the development and sustainable growth.
So, in this study, based on the needs and expectation of the customer about service on VNA flight, the aviation corporations Vietnam gave the ways to improve and to enhance the quality of service. In the structural equation model was proposed to show the relationship between satisfactions of customer about service on VNA flight. Based on the results of factor analysis and linear regression method is well known and widely used in many fields of research, results showed that all five independent variables (empathy, responsiveness, tangible, assurance, reliable) affect to customer satisfaction.

ACKNOWLEDGMENTS I
ABSTRACT II
Contents III
Tables V
Figures VI
Chapter1 Introduction 1
1.1 Background and Motivation 1
1.1.1 Research Background 1
1.1.2 Introduction about Vietnam Airline 1
1.1.3 Structure of VNA 2
1.1.4 The Orientation of VNA 3
1.1.5 VNA Mission 4
1.2 Research Purpose & Objectives 4
1.2.1 Research Purpose 4
1.2.2 Research Objectives 4
1.3 Research Scope 4
1.4 Research Structure 4
1.5 Research Process 5
Chapter 2 Literature Review 6
2.1 Significance of Study 6
2.1.1 Definition of Service 6
2.1.2 Definition of Service Quality 6
2.1.3 Definition of Customer Satisfaction 7
2.2 Factor Affecting to Customer Satisfaction 7
2.2.1 Research model of Bonsu and Gertrude Adu Mensah (2013) 7
2.2.2 Jayshree Chavan and Faizan Ahmad (2012) 8
2.3 Factor Affecting to Service Quality 9
2.4 Gap Between Customer Satisfaction & Service Quality 11
2.5 Research Hypothesis 12
2.6 Research Framework 13
Chapter 3 Research Methodology 14
3.1 Research Design 14
3.2 Questionnaire Design 14
3.3 Data Collection 16
3.3.1Primary Data Collection 16
3.3.2 Secondary Data Collection 16
3.4 Data Processing 17
Chapter 4 Research Results and Analysis 19
4.1 Descriptive Statistics 19
4.1.1 Descriptive Statistics on Gender, Career, Age of Respondents. 19
4.1.2 Reliability Analysis 20
4.2 Factor Analysis (EFA) 23
4.3 Test Research Hypothesis and Result Analysis 29
4.4 Regression Analysis 32
Chapter 5 Conclusions and Recommendations 36
5.1 Conclusions 36
5.2 Recommendations 37
5.2.1 General recommendations 37
5.2.2 Specific Recommendation 38
5.3 Limitation of This Study 39
5.4 Suggestion for Further Study 39
References 41
APPENDEX 1: QUESTION LIST 44

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