Tóm tắt Luận án Study on customer satisfication in mobile telecommunications services in Viet nam: Central provinces

INTRODUCTION 1.1. Reasons to choose the topic Vietnam mobile telecommunications market is coming into a new period- a saturation stage. According to statistics collected by Ministry of Information and Communications (2012), the total number of mobile subcribers of all network operatorsreached to 140 million at the end of December of 2012, far exceeding total population of Vietnam, focused on such three mobile network operators as: Vinaphone, Mobifone and Viettel with 95% market share. Up to now, many studies have found out that customer satisfaction gives many benefits for enterprises. High level of customer satisfaction will result in high customer loyalty. For that reason, almost enterprises are now considering their customers as a key factor in their business strategy. However, in some researches carried out in Vietnam, customer satisfaction is considered as a direct result from other key factors making up service quality. There are various conclusions on service quality and customer satisfaction; relevant studieshave not shown truth , especially conclusion ofthe effect of Faith on customer satisfaction even though it is the key to increase benefit and lead to success in an era whencustomer is of the key factor. Therefore, the theme “STUDY ON CUSTOMER SATISFICATION IN MOBILE TELECOMMUNICATIONS SERVICES IN VIET NAM: CENTRAL PROVINCES” handles a part of above issue and plays an important role in making policies for, fully developing mobiletelecommunications services of enterprise making businesses in this sector. . 1.2. Objectives The objectives of the study are: - To collect and select theory related to customer satisfaction. - To determine effects of different factors on customer satisfaction usingmobile telecomunication services. - To determine effects of customer satisfaction on customer loyalty withmobile telecomunication services provided by three mobile network operators: Vinaphone, Mobifone and Viettel. - To set customer satisfaction index of the three mobile telecommunications operators. - To calculate index of priority consequence forservice quality improvement of the three oprerators. 1.3. The study’s objects and scope 1.3.1. Objects to study The study focuses on prepaid and postpaid subscribers of the three mobile network operators such as: Vinaphone, Mobifone and Viettel. 1.3.2. Scope of the study Assessing the impact of different factors on customer satisfaction and loyalty. - Duration: from October, 2012 to December, 2012 - Location: Nha Trang, Da Nang, Thua Thien Hue and Quang Binh. 1.4. Study methods - Preliminary study includes: (1) Indept Interview with experts in mobile telecommunications, (2) Focus group with customers of the three operators to adjust measurement scale. - Officialstudy: Direct interview with customers; Exploratory factor analysis (EFA), Confirmatory factor analysis (CFA) and Structural equation modeling (SEM) are used to test models. 1.5. Contributions of the study 1.5.1. In term of Theory - Setting a scale to measure factors making impacts on customer satisfaction and supplementing a scale to measure Faith in the context of few few relevant studies. - Contributing ideas to theoretical basis in term of service quality and customer satisfaction. 1.5.2. In term of Practice - Results of the study point out effect of factors making up quality of telecommunications services on customer satisfaction and loyalty. - The study goes deeper into calculation of customer satisfaction index in mobile telecommunications and satisfaction index in each network for services providers to make comparision with general index and with competitors. - With this study, operators can aware ofthe necessity and priorities in quality improvement, making appropriate policies and adjustments for further increase in customer satisfaction and loyalty. - The study gives some suggestions for service quality management, bringing about customer satisfaction in some central provinces in particular and in Vietnam in general. 1.6. Limitations of the study Although market shares of the three operators account for significant proportion in mobile telecommunications market of Vietnam, they cannot give a comprehensive reflection on 7 current mobile network operators. That the scope of study fails to cover the whole market but only focuses on 4 central provinces has not enough evidences for reflecting representative characteristics. CHAPTER 1: THEORETICAL AND PRACTICAL BACKGROUND OF STUDY CUSTOMER SATISFACTION 1.1. Theoretical background 1.1.1. Service quality Service quality has been defined in many previous studies. In this study, some definitions are cited to make theoretical background for the study. - Definition on service quality According to Coronin and Taylor (2002), service quality is defined as the vital factor to determine the level of customer satisfaction. Parasuraman (1988, 1991) defines: “Services quality is the different level between of consumer's expecting and perception about services after they got its” 1.1.2. Telecommunications service quality It is a set of telecommunications service features, presenting level meeting the users’ requirements (satisfaction level), including: data transmission speed; fidelity and accuracy of data transmission and recovery; reliable operation of communications devices and equipments; timely and convenient supply and usage of services and other factors representative for that service. 1.1.3. Customer satisfaction Definition on customer satisfaction in some recent studies at various fields is stated as below: Oliver (1980), defines "Customer satisfaction is a summary psychological state when the emotions surrounding disconfirmed expectations are coupled with the consumer’s prior feelings about" 1.1.4. Customer loyalty Customer loyalty has been a major concern in studies of customer psychology for a long time. However it is a subjective concept illustrated by different definitions. - Definition on customer loyalty Dick and Basu (1994),summerize that “loyalty is a relation between relative attitude towards an entity and repeat patronage behavior”. 1.1.5. Customer satisfactionn index Customer satisfactionn index (CSI) is a toolto measure customer’s perception on brand, and to assess operations of specific enterprise, industries, sectors and especiallyto evaluate every field of a country. CSI program’s targets are to form mannerspossibly affecting customer satisfaction and to interact with competitors. Every CSI projectis carried out with typical requirements. The ultimate outcomes all need general requirements including deeply understanding current customers, realizing their dissatisfaction before there occurs their negative actions affecting profits or development targets of enterprise. (www.desrosier.ca/pdfs/csi_report.pdf, quoted by Huy, 2009). 1.1.6. Setting an improvement priority index for quality-constituted factors affecting customers’ satisfaction Improvement priority index of service quality is calculated basedon Entropy (Di) index as follows: where: Where: CLCNim is perceived quality at the i element of supplier k (i = 1, 2, 3,, n and m = 1, 2, 3, , k). 1.2. Practical research on customer satisfaction 1.2.1. Research overview of foreign researchers 1.2.1.1. Research of Woo and his colleagues (1999) The research aims to clarify factors determining the satisfaction of mobile phone users in Hong Kong. Regarding research methods, quantitative research method is used. The measurement scale of the research is assessed by (EFA), (Cronbach's alpha) and (CFA) methods. In term of the research results, the model shows that customer satisfaction for the mobile phone industry in Hong Kong is not affected by four factors in order of importance as follows: (1) Quality of transmission, (2) pricing policy, (3) the employee's abilities and(4) customer service. 1.2.1.2. Research of Aydin and partners (2005) The research aims to build satisfaction index of the national consumers. Regarding research methods, quantitative research method is used. The measurement scale of research is assessed by EFA, Cronbach's alpha and (CFA) methods. The research hypothesis is tested by (SEM). In term of the research results, the model shows that customer satisfaction is affected by customer expectation, their quality perception and complaint handling. Specifically, the most important factor affecting satisfaction is quality perception. 1.2.1.3. Research of Choi and partners (2008) The purpose of the study is to identify factors that affect customer satisfaction, loyalty to Korean commercial mobile telecommunication industry. Regarding research methods, quantitative research method is used, data were tested by Cronbach’s Alpha and CFA reliability coefficient. According to the result of the study, factors such as “reliabilitiy content” and “transaction process” is said to affect customer satisfation and loyalty. 1.2.1.4. Research of Joma (2008) The study aims to examine the relations between service quality and customer satisfaction of the GSM service providers namely DIGI and Maxis. Regarding research methods, quantitative research method is used, the analysis methods are including reliability test, ANOVA analysis, hypothesis test, correlation and linear regression analysis. The result of the study shows that all 5 tested hypotheses are meaningful and have strong correlation with customer satisfaction. 1.2.1.5. Research of Lauren Block and Thomas Kramer The study aims to survey superstition as the basis of assessment of the quality of products and its impact on the ability to buy products for the first time and satisfaction after purchase. Regarding research methods, quantitative research method is used. Data is tested in reliability and analyzed intermediately according to Baron and Kenny model (1986). As for the research result, it shows the influence of superstition to customer satisfaction of the product, especially for the relatively sensitive subject. 1.2.1.6. The model andresults of Balaji’s study (2009) The study aims to research the satisfaction of customer on the mobile service in India. Regarding research methods, quantitative research method is used. Data is tested on reliability coefficient. The result of the study shows that 7 out of 10 hypotheses are postulated (H1, H2, H3, H6, H7, H8, H9). The study also indicates that quality perception is an important factor in customer satisfaction with mobile services in India. 1.2.1.7. Research model and result of Saeed anh partners (2009) The purpose of the study refers to the relations among the loyalty of customer, corporate image, quality perception, perception value of the customer, how to handle complaints and expectation of the customer with customer satisfaction. Regarding research methods, quantitative method is used. The result of the study points out that there are the relations between user satisfaction, loyalty of users, image of departments in the company, expectation of users, perceived value, perceived quality of the user and the complaints handling. 1.2.1.8. Research of Chadha and partners (2009) The purpose of the study is to test the effects of conversion cost factor, service quality and customer satisfaction on loyalty of mobile telecommunications service users. Regarding research methods, quantitative method is used. The reliability of the measurement scale is assessed via Cronbach’s Alpha coeffecient. Regression and correlation analysis are carried out to test hypotheses of the research. The result of the study indicates that there is strong correlation between customer loyalty and customer satisfaction. 1.2.1.9. The research model and its results of Zaim and his partners (2010) The purpose of this study is to provide information of customer satisfaction indexes (CSIs) and present the results of research on customer satisfaction indexes carried out in telecommunications sector of Turkey. In term of research method, quantitative method is used. The measurement scales of research is assessed through methods of Exploratory Factor Analysis (EFA), the coefficient of reliability (Cronbach's Alpha), Confirmatory Factor Analysis (CFA) and the research model is tested by using structural equation modeling (SEM). The research results show that effects of four factors on customer satisfaction are customers’ expectation and value, perceived quality and company image. Company image is one of the most important components of this model. Results also show that the level of customer satisfaction are related to their loyalty. Similarly, research has found a close and positive relations between the perceived quality and perceived value. 1.2.1.10. Research Rahman (2012) The purpose of research is to find out decisive factors effecting the perception of customers using telecommunication services in Bangladesh. In term of research method, quantitative research methods is applied. Data are collected by EFA, CFA, and hypotheses are tested by SEM. The research results show that besides two factors including company image and customer satisfaction, service quality has the most important effect on consumer perception in selecting suppliers. 1.2.2. Overview of researchs of domestic researchers 1.2.2.1. Research model and its results of Ha and his partners (2007) The purpose of the study is to assess the factors affecting customer satisfaction to mobile telecommunications services. Regarding research methods, factor analysis method, pair tests in form and regression analysis step by step are used. Regarding research results, new factors including "Perception of service quality", "Perception of service price", "Perception of procedure’s simplicity " and "Perception of value added service" is defined to have effects on customer satisfaction. Research results also show that the positive perception of customers about service quality of mobile telecommunications is key factor affecting customer satisfaction. 1.2.2.2. Research model and its results of Ky and Hung (2007) The purpose of research is to select a suitable model for assessing customer satisfaction to mobile telecommunications services in Vietnam. Regarding research methods, researchers use explore method, find out new measurement scale and build a new theoretical model. Regarding the research results, researchers use 5 components scale in mobile telecommunications sector, adding "switching barriers." 1.2.3. Overall assessment of researchs of domestic and foreign researchers. 1.2.3.1 Regarding purpose of researches Domestic and foreign researchers focus mainly on conducting research on factors including (service quality, perceived value, customer care, mobile content services and company image, ect) affecting customer satisfaction in mobile telecommunications sector. 1.2.3.2 Regarding research methods Quantitative research method is mainly used inresearchs of domestic and foreign researchers with keytool is scale of quality components invented by Parasuraman (1988, 1991). 1.2.3.3 Regarding research results Almost research results conclude that factors in research model more or less affect customer satisfaction, in which researches of Rahman (2012), Woo and colleagues (1999), Chadha (2009), Saeed (2009), Ha and his partners (2007) have pointed out factors such asperception of service quality, customer care, company image and value-added services have the most important effect on customer safisfaction. At the same time, the satisfaction is the important factor affecting customer loyalty. CHAPTER 2: RESEARCH DESIGN 2.1. The model study of factors affecting customer satisfaction 2.1.1. The model study Recent researches has focused on researching for factors affecting customer satisfaction, such as the network quality, customer services, service price, value added services, the company image. However, it is of few researches dealing with influence of faith to customer satisfaction in mobile telecommunications services. More than 60 million results displayed on Google website (www.google.com) when typing keyword "memorible number" shows that users believe that owning a memorible number will bring good luck to them. This study has proposed model to asses customer perception of service quality, simultaneously gave additional factors determining effect on customer satisfaction of"trust". Figure 2.1: The model of factors affecting customer satisfaction Customer satisfaction Belief Customer services Value added service Service price structure Customer loyalty Company image Convenience of transaction process MODEL OF STUDYING CUSTOMER SATISTIFACTION USING TELECOMUNICATION SERVICES Call quality The study will clarify relations among factors making the quality of mobile telecommunications services and the customer satisfaction and loyalty. 2.1.1.1. The convenience of transaction process Transaction process is the level at which a person can operate a systematical and efficient point-of-sales in mobile transaction. (Choi, 2008). 2.1.1.2. Service pricing structure Choi (2008), said that service price is the level of paid expensefor using e-commerce and mobile telecommunications (content expenses, using costs , transaction expenses). 2.1.1.3. Call quality Calling quality is the techinal quality but not includingthe criteria of the accuracy of charge record , charge calculating ratio, inccorect bill preparations. 2.1.1.4. Value addedservice Value addedservice is a popular term in telecommunications for inessential services, short term, all services are provided together with video call, data tranmission, standard fax. They are used for all industrial services with a little fee or zero[1]. 2.1.1.5. Customer service Customer service is defined as support provided by WEBSITE or information portal, or mobile phone relating to questions, problems in using services or transaction content (Choi, 2008). 2.1.1.6. Company image According to Nguyen and Leblanc (1998; 2001) the company image depends on the history of foundation and behavior of the company, such as company name, architecture, variety of products and services and high quality of communication to clients through the ability of staff 2.1.1.7. Belief According to Schwitzgebel, Eric (2006), belief is defined as a psychological state of a person believing something to be true. 2.1.2. Relation among factors in the study model 2.1.2.1. The relation between service quality and customer satisfaction Most researchers believe that there is relation between service quality and customer satisfaction (Cronin và Taylor, 1992; Spereng, 1996). 2.1.2.2. The relation between the convenience factor of the transaction process and customer satisfaction Choi (2008) concluded that convenience and transaction process can affect customer satisfaction. Having the same point of view, the study of Ha and partners (2009) discovered the close relation between customer satisfaction and ease convenience of transaction process. 2.1.2.3. Relation between call quality and customer satisfaction Studies carried out by Ha and his colleagues (2007), Aydin et al. (2005) foundout relation between network quality and customer satisfaction using mobile telecommunications services. 2.1.2.4. Relation between service price structureand customer satisfaction Value has a great impact on level of customer satisfaction (Cronin, 2000). Some studies also determine and evaluate relation between perceived value and satisfaction of customers. Kotler (2000), Choi (2008) and Balaji (2009) stated that price makes effect on customer satisfaction. 2.1.2.5. Relation betweenvalue added service and customer satisfaction Ha and his colleagues (2007) concluded that value added service is one of the kye factors in dertemining customer satisfaction. 2.1.2.6. Relation between customer care and customer satisfaction Empirical researches inNigeria, Omotayo and Joanchim (2008) discovered relations beween customer services and customer retention in the telecommunications industry. Anderson and Olsen (2008) concluded that customer serviceis a key system factor to launch source of customers. In other word, it is the top priority to attract and retain profitable customers. 2.1.2.7. Relation between company image and customer satisfaction Gronroons (1990), stated that image can make impact on perception of the services quality and level of customer satisfaction. Haque and his colleagues (2006) illustrated that product’s familiarity,consumers’ habits and their absolute Faith depend on the brand of product and services and sales history of the business. 2.1.2.8. The relationship between belief and customer satisfaction Lauren Block and Thomas Kramer (2008) conducted the research on the pious of Taiwanese customers and found that the impact of the pious on satisfaction level of the “lucky” and “unlucky” numbers and customer satisfaction in fact does not depend on product quality. Homburg (2006) pointed out that the influence of emotional factors on satisfaction perception decreased over time and this comes with an increase of impact with awareness factors. 2.1.2.9. The relationship between customer satisfaction and customer loyalty Researches find out that the higher the satisfaction level of customers isthe more loyal customers would be (Boulding and partners, 1993; Fellerton and Taylor, 2002) and they tend to continue buying the service (Brady and partners, 2002; Zeithaml and partners, 1996). Some researches show that the level of satisfaction will raise the level of intended behaviour (Oliver, 1997; Ranaweera and Prabhu, 2003). 2.1.3. Research hypotheses 2.1.3.1. Hypothesis 1 (H1): the perception of customer on whether “the convenience of transaction” with mobile telecommunication service providers is good or bad will result in raise or decrease in the satisfaction of customer; 2.1.3.2. Hypothesis 2 (H2): the level of satisfaction of customer will depend on the perception of customer on whether “the service price structure” of mobile telecommunication service providers is suitable or not ; 2.1.3.3. Hypothesis3 (H3): the perception of customer on whether “the value added service” of mobile telecommunication service providers is various or not will raise or lower the level of satisfaction of customer; 2.1.3.4. Hypothesis 4 (H4): the perception of customer on whether “the call quality” of mobile telecommunication service providers is good or bad will raise or lower the level of satisfaction of customer; 2.1.3.5. Hypothesis 5 (H5): the perception of customer on whether “the Customer service” of mobile telecommunication service providers is good or bad will raise or lower the level of satisfaction of customer; 2.1.3.6. Hypothesis 6 (H6): the perception of customer on whether “the company image” of mobile telecommunication service providers is good or bad will raise or lower the level of satisfaction of customer; 2.1.3.7. Hypothesis 7 (H7): the perception of customer on whether “the faith” with mobile telecommunication service providers is high or low will raise or lower the level of satisfaction of customer; 2.1.3.8. Hypothesis 8 (H8): Customer loyality to service provider is depend on the higher or lower “the customer satisfaction”; 2.2. Research process Research steps Research method Used techniques Place of implementation Step 1 Qualitative research Preliminary measurement scale is derived from research on mobile telecomunications field conducted in the country and aboard, then discuss with experts Hue City Step 2 Qualitative research From a summary of the preliminary measurement scale, conduct focus group discussions and in-depth interviews to adjust, withdraw or add new observed variables to observe scale to make a more suitable scale for the practical research Hue city Step 3 Quantitative research Directly interview with customer through designed questionnaires to collect information. four provinces of Central Vietnam 2.3. Qualitative research 2.3.1. Scale setting This research is based on model of previous published researches and presented in the rationale and practical research on customer satisfaction. Because of research context, research size and different cultural factors of each region and area, observed variable of the scale needs to be changed for adapting to research region. By focus group discussion technique and expert’s opinions, applying explore research method, from originally proposed preliminary scale, the author eleminated some duplicated variables, adjusted and added new variables which indentified to affect the satisfaction and loyalty of customers and tobe suitable with the features of Vietnam’s mobile telecommunications market. 2.4. Quantitative research 2.4.1. Designing questionnaires From completed research scale, questionnaire is designed to collect information of customer satisfaction to mobile telecommunications services. 2.4.2. Research sample The subject of the study is the customers using mobile telecommunications services and subscribing with three major service providers in the telecommunications market in the country including Vinaphone, Mobifone and Viettel in four provinces (Nha Trang , Da Nang, Thua Thien Hue and Quang Binh). 2.4.3. Data analysis process 2.4.3.1. Statistical description analysis In order to deeply understand characteristics of the research subject and measurement evaluation method, the author uses statistical description method to present mean value and deviation of each measurement. 2.4.3.2. Exploratory Factor Analysis The purpose of the use of factor is to create favourable conditons for the survey of models or hidden relationship with series of variables and to decide whether the information can be linked or grouped into smaller element or factor group or not. 2.4.3.3. Testing reliability by Cronbach’s Alpha coefficient Alpha (α) coefficient is squared correlation measurement between observed rate and standard rate. Reliability is assessed based on the ratio between standard variance and observed variance. If α is bigger 0.7, the reliability is defined to be high. If α is smaller than 0.3, the reliability is defined to be low. However, with exploratory factor analysis, α coefficient can reduce to 0.6 (Hair and partners, 2006). 2.4.3.4. Structural Equation Modeling (SEM) Confirmatory factor analysis (CFA): CFA method is used to define following treatise (1) Pair of common correlated factors (2) Which observed variable is affected by which common factor (3) Which observed variable is affected by one error factor (4) Pair of correlation errors Structural Equaion Modeling (SME) is a support step to determine whether the modeling of this study can be feasible and is appropiate or not. CHAPTER 3: FINDINGS OF THE RESEARCH 3.1. Sampling information - Gender According to statistics (Appendix 02), it can be seen that out of 550 customers gave answers, 281 people are male, accounting for 51.1%, and 269 people are female, accounting for 48.9%. This male/female rate is relatively appropiate. - Sampling distribution of mobile telecommunications networks According to statistics in Appendix 02, 186 people use Vinaphone network, equivalent to 34%. Mobifone network has 183 customers, equivalent to 33%. Viettel network has 181 customers, equivalent to 33%. - Survey location According to statistics, 138 customers is in Da Nang City, accounting for 25%. 162 people is in Thua Thien Hue, accounting for 29%. 119 people is in Nha Trang, accounting for 22%. 131 people is in Quang Binh, accounting for 24%. - Qualification and income The statistics shows that university level accounts for 72%, equivalent to 397 people of the asked customers. Intermediate level accounts for 6.5%, equivalent to 36 people. College level accounts for 11.5%, equivalent ot 63 people. Post-graduate accounts for 6.5%. 3.2. Scale evaluation 3.2.1. Exploratory factor analysis of scales 3.2.1.1. Scale for factors affecting customer satisfaction The result of EFA shows that these new factors all have Eigenvalue = 1,132 which satisfies Kaiser condition to be greater than 1, ensuring the formation of new factors. - Factor 1 is named as “Customer service”; Factor 2 is named as“Service price structure”; Factor 3 is named as “Call quality”; Factor 4 is named as “Company image”; Factor 5 is named as “Transaction process”; Factor 6 is named as “Faith”; Factor 7 is named as “Value added service”. 3.2.1.2. Scale for Customer satisfaction Table 3.6: KMO and Bartlett’s test results Measure the authenticity of data in research sample (KMO) 0.723 Bartlett Test Chi-Square 644.480 Degree of freedom (df) 3 Significance level 0.000 Table 3.7: Total Variance Explained Total Variance Explained Component Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative % 1 2.258 75.271 75.271 2.258 76.271 75.271 2 0.406 13.531 88.802 3 0.336 11.198 100.000 Extraction Method: Principal Component Analysis. Analysis results (table 3.7) show that total variance explained is 75.271% (>50%), it means that 75,271% of data variation is explained by one factor. Table 3.8: Component Matrixa Component 1 SH1 0.876 SH3 0.876 SH2 0.851 According to analysis results in table 3.8, one factor is formed and named “customer satisfaction” 3.2.1.3. Customer loyalty scale Table 3.9: Test results of KMO and Bartlett’s Measure authenticity of data in research sample (KMO) 0,835 Testing Bartlett Chi square 1,172.170 Degrees of freedom (df) 6 Significance level 0.000 Table 3.10: Total variance explained Total Variance Explained Component Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative % 1 2.962 74.040 74.040 2.962 74.040 74.040 2 0.423 10.581 84.621 3 0.340 8.507 93.129 4 0.275 6.871 100.000 Extraction Method: Principal Component Analysis. Analysis results (table 3.10) show that total variance explained is 74,040% (>50%), it means that 74,040% data variation is explained by one factor. Table 3.11: Component Matrixa Component 1 LT2 0.888 LT3 0.876 LT1 0.850 LT4 0.827 According to analysis results in table 3.11, one factor is formed and named “customer loyalty” 3.2.2. Testing degree of reliability of scale Analysis results of Exploratory factor analysis (EFA) allow to define new formed factors. It is necessary to test degree of reliability of scale of new formed factors in order to measure link level of variables of scale. Previous researches show that only variables which have total correlation coefficient higher than 0,3 and coefficient of reliability Cronbach’s Alpha higher than 0,6 are accepted. Table 3.12: Analyze coefficient of reliability Cronbach’s Alpha of scales No. Factors 1 Customer service (N = 7) Cronbach’s Alpha = 0,902 2 Service price structure (N = 5) Cronbach’s Alpha = 0,890 3 Company image (N = 5) Cronbach’s Alpha = 0,828 4 Call quality (N = 5) Cronbach’s Alpha = 0,813 5 Transaction process (N = 4) Cronbach’s Alpha = 0,768 6 Value added-service (N = 4) Cronbach’s Alpha = 0,823 7 Faith Faith(N = 3) Cronbach’s Alpha = 0,845 8 Satisfaction (N = 3) Cronbach’s Alpha = 0,836 9 Customer loyalty (N = 4) Cronbach’s Alpha = 0,882 3.2.3. Confirmatory Factor Analysis (CFA) Analysis results (table 3.1) show Chi-square = 810,491, 474 and degrees of freedom P = 0,000 reach statistical significance; Chi-square/df = 1,710 (0,9); TLI = 0,957 (>0,9) satisfy conditions of being higher than 0,9 (>0,9); RMSEA = 0,036 (0,9). The model is adequate to market data. 3.2.3.1. Convergent validity: weights λi of scale (Table 3.14) all meet standard when (λi > 0,5) and have statistical significance P= 0,000 (p< 0,5); therefore, observed variablesus measuring satisfaction and loyalty of customers using telecommunications services all reach convergent validity 3.2.3.2. Unidimensionality: Image 3.1 shows that all components are characterized by unidimensionality, so this measurement model is adequate to market data and there are no correlations between measurement errors. 3.2.3.3. Composite reliability: calculating results of composite reliability are showed in Table 3.15. 3.2.3.4. Discriminant validity: correlation coefficient of definitions with standard deviation all is lower than 1, so all factors meet discriminant validity (Table 3.16). 3.2.4. Testing research model 3.2.4.1. Testing Structural Equation Modeling Results of Structural Equation Modeling (SEM) and details of β model-oriented correlation coefficients a Figure 3.2 show that index is adequate to the model as follows: Chi-square = 1344,194; df = 717; P = 0,000 (0,9); CFI = 0,947 (>0,9); RMSEA = 0,040 (0,05. Therefore, researchers remove both factors from the model and continue analyzing Structural Equation Modeling (SEM) in the second time to find out a model suitable to market data. Analysis results of Structural Equation Modeling (SEM) in the second time (Table 3.3) show that index suitable to SEM after being improved are completely reliable, because statistical testing indexes are quite good: Chi-square = 849,311; df = 415; p = 0,000; GFI = 0,909; TLI = 0,949; CFI = 0,955; RMSEA = 0,044. the basic \ model is adequate to market data; moreover, results at Table 3.18 and figure 3.3 show positive effects of five factors on customer satisfaction, including: “Belief”, “Customer service”, “Company image”, “Call quality”. In addition, factor “customer satisfaction” also has positive effect on loyalty of customers using telecommunications service in Central region (Vietnam). 3.2.4.2. Bootstrap testing Analysis results (Table 3.20) show almost gradient have no statistical significance at reliability of 95%, so it can be concluded that estimates in model are quite reliable. 3.2.4.3. Hypothesis testing Analysis results of Structural Equation Modeling (SEM) in the second time show that six hypothesizes are accepted, for further details refer to Table 3.21 3.2.4.4. Analyzing partially variable model and invariable model for prepaid subscribers and postpaid subscribers Partially variable model (parameters in two models are not constrained) and invariable model will be analyzed (regression weights is constrained to each other between two groups) to verify given hypothesises. Chi-square difference test is used for comparing. In case that model analysis results in no difference (p>0,05), invariable model shall be chose, if otherwise, variable model shall be chose. Analysis results show difference between the two models, partially variable and invariable have no statistical significance, p=0,154 (p>0,05). Therefore, the partially invariable model is chose. It is an evidence that prepaid subscribers or postpaid subscribers do not change relationship of factors in the model. index in Vietnam telecommunications sector (based on motivational approach) Results of customer satisfaction index of mobile network operators show that Mobifone is ranked on the first stand of three operators and higher by 1,66% in comparison with customer satisfaction index in mobile telecommunications (71,43>69,77). The second stand is of Vinaphone; inspite of being lower than Mobifone, Vinaphone is still 1,07% higher in comparison with customer satisfaction index in mobile telecommunications. The last stand in three operators is of Viettel with customer satisfaction index of 66,98%, being 2,79% lower compared to that of mobile telecommunication (66,98<69,77). Table 3.27: Ranks of Customer satisfaction index of mobile telecommunications network No. Mobile network operator Rank Customer satisfaction index 1 Mobifone the fist 71.43 2 Vinaphone the second 70.84 3 Viettel the third 66.98 3.2.4.6. Analyzing of priority order to improve factors making service quality affecting to customer satisfaction Priorities for quality improvement of service providers will be summarized in order from 1 to 5 among 10 ones - Regarding to service provider Vinaphone: The first and the most important priority is to design service advertising programs to attract attention of the public (im4). The second priority is to make the company image remarkable compared to other service providers in the market (im1). The third priority is to build a reasonable charge for value-added services (va4). The next priority is to prove the company image which is shown as being creative and looking forward to the future to customers. (im5). Finally, the provider forcuses on polishing the beauty of transaction sites where positive or negative evaluation on provider’s image will be created through. - Regarding to service provider Mobifone: The most important is to improve the network quality to ensure that customers’s phone calls are not interrupted during vacations or Tet holiday (ql2). The second priority is to build a reasonable charge for value-added services (va4). The third priority is about expanding the transmission capacity and base transceiverstation to help customers make calls successfully in rush hours (ql3). The next one is to expand a nationwide network coverage (ql4). The final one is to enhancing the content update of value-added services (va3). - Regarding to service provider Viettel: The most important priority is to supply a good service to customers as commitement (cs6). The second priority is to equip staff with necesary knowldege to handle claims and proceedings (c4). The next one is to improve the content updates of value-added service (va3). The forth one is to supply various value-added contents (va1). Finally, the provider makes sure to train skills for personnels conducting transactions and customer serivces, so customers give a positive evaluation for the first time to enhance their satisfaction and loyalty. CHAPTER 4 : CONCLUSIONS, RECOMMEDATIONS AND RESEARCH DIRECTION IN THE FUTURE 4.1. Conclusions From the research output of customers’ satisfaction towards the mobile telecommunication service in the Central provinces of Vietnam, the thesis comes into conclusions: 4.1.1. Theoretical principle From basis of previous studies, the thesis brings basic theoretical issues about service quality, customer satisfaction and loyalty in terms of services sector in general and telecommunication service in specific to light. 4.1.2. Research method Through studying, the writer has found additional observed variables, and accomplished the scale to measure quality of mobile telecommunication service. Especially, the study has discovered and created the scale named Faith with typical variables and partially reflected customers’ idealistic trend which is breaking out and becoming a new culture feature in this sector 4.1.3. Research model The output of research appears some problems when testing. The initial model consists of seven factors; six of which compose the service quality and the final factor-Faith influencing to the customer satisfaction which creates the loyalty of customers. However, when testing Structural Equation Modeling (SEM), the result only accepted 5 factors affecting positively towards customer satisfaction. They consist of 4 factors composing service quality such as (Customer services, Value-added service, Company image, Call quality) and a factor called Faith. Two factors including service price structure and transaction process are eliminated because of no statistical significance (p>0,05). 4.2. Recommendations 4.2.1. For mobile telecommunication service providers 4.2.1.1. More effort to improve customer Faith to mobile telecommunication service providers The idealistic trend in choosing a memorable, lucky and fate-matched numbers continues increasing, but this is still a minority ratio among approximate 140 million in-use subscribers. Therefore, to keep customer Faith, it is necessary for the providers continue building Faith by committing remarkable quality, by building a company image which is trustworthy, friendly and always considers about benefits of customers and towards the community. 4.2.1.2. Strengthening customer care service - Invest equipments and technologies to build an information portal for customer services. - Employ and train professional employee to serve customers. - Share power to staff to directly handle to customers . - Divide area and expand customer services sites instead of concentrating on only one center as current.. - Timely handle complaints and claims of customers, encourage them to complain and then collect these complaints.. - Develop plan and customer service criteria, declare them to customers. 4.2.1.3. More and more strengthening a positive image in customer mind The providers should strengthen advertising their brands in mass media, design a standard brand identity system with different features compared to competitors and develop a system of professional employees to make a positive company image about in customer’s mind. 4.2.1.4. Improving value-added services This factor is ranked in the forth among factors affecting to customers satisfaction , but the providers need to continue improving contents, friendliness to users and value-added service charge. 4.2.1.5. Focusing on network capacity The evaluation of customers to call quality shows that this factor is of the last rank. That means an hidden warning for providers if they fail to maintain their network quality. The important tasks should be carried out including expanding scope to other networks, saving resources and give opportunities to customers to approach to the service as much as possible 4.2.1.6. Modifying charge policy The providers need to develop the charge policy based on the charge frame controlled by the government to keep equal competition. In addition, each enterprise should make their own way by creating charge package of service hybrid, for example: That kind of package are highly appreciated by customers because of their realistic and long-term benefits. 4.3. Drawbacks of the research - The research has been only conducted at 4 provinces/ cities, so it was not typical for Central region. - The research sample was not large enough (550), especially in the context that the research appears a new factor (Faith). 4.4. The next research direction in the future Firstly, expand investigating samples to other different areas in Vietnam; combine with using culture scales of Hofstede to consider adjacent features to users. Secondly, under the context of a economy tending to globalization trend, this research can be repeatedly conducted in different countries.