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研究生:陳友越
研究生(外文):Tran Huu Viet
論文名稱:The Impact of Mobile-Phone Network Service Quality on Customer Satisfaction in Viet Nam
論文名稱(外文):The Impact of Mobile-Phone Network Service Quality on Customer Satisfaction in Viet Nam
指導教授:蕭銘雄蕭銘雄引用關係
學位類別:碩士
校院名稱:樹德科技大學
系所名稱:資訊管理系碩士班
學門:電算機學門
學類:電算機一般學類
論文出版年:2011
畢業學年度:99
語文別:英文
論文頁數:71
中文關鍵詞:Service qualityCustomer SatisfactionBrand AwarenessMobile TelecommunicationsVietnam
外文關鍵詞:Service qualityCustomer SatisfactionBrand AwarenessMobile TelecommunicationsVietnam
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This research has proposed a conceptual framework to investigate the effects of customers’ perceived service quality and brand awareness on customer satisfaction. To test the conceptual framework by quantitative method, SPSS package (version 17) has been used to analyze the data collected from 288 mobile network’s customers operating in Vietnam The results of the study indicate that service quality and brand awareness are significantly and positively related to customer satisfaction. Also, a positive relation has found between brand awareness and service quality. A clear understanding of the postulated relationships among the studied variables might encourage the mobile service providers to figure out appropriate course of action to win customers’ satisfactions by providing better services in order to create a loyal customer base.

This research has proposed a conceptual framework to investigate the effects of customers’ perceived service quality and brand awareness on customer satisfaction. To test the conceptual framework by quantitative method, SPSS package (version 17) has been used to analyze the data collected from 288 mobile network’s customers operating in Vietnam The results of the study indicate that service quality and brand awareness are significantly and positively related to customer satisfaction. Also, a positive relation has found between brand awareness and service quality. A clear understanding of the postulated relationships among the studied variables might encourage the mobile service providers to figure out appropriate course of action to win customers’ satisfactions by providing better services in order to create a loyal customer base.

Abstract i
Acknowledgments ii
Table of Contents iii
List of Tables v
List of Figures vi
Chapter 1 Introduction 1
1.1 Background and Motivation 1
1.2 Statement of Problem 4
1.3 Purpose of the Study 4
1.4 Significance of the Study 4
1.5 Structure of the Thesis 5
Chapter 2 Literature Review 6
2.1 Service Quality 6
2.2 Customer Satisfaction 10
2.3 Brand Awareness 12
2.4 The relationship between Service Quality and Customer Satisfaction 15
2.5 The relationship between Brand Awareness and Service Quality 17
2.6 The relationship between Brand Awareness and Customer Satisfaction 18
Chapter 3 Research Methodology 20
3.1 Summary, Research Framework, Hypotheses 20
3.2 Research Methodology 21
3.3 Written Questionnaire 22
3.4 Sampling Selection and Data Collection 28
Chapter 4 Data Analysis and Result 29
4.1 Data Collection 29
4.2 Descriptive Statistics about Characteristics of Respondents 30
4.3 Descriptive Statistics of Testing Variables 31
4.4 Analyzing the Research Hypotheses 34
Chapter 5 Conclusion, Limitations and Future Research 42
5.1 Conclusions 42
5.2 Limitations 42
5.3 Future Researches 43
References 45
Appendix 1: Survey Questionnaire 54

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