In recent years, the marketing theories have developed significantly. Apart from the forms of usual sales &; marketing according to Phillip Koller school, there is also form of multi-level marketing or multi-level sales. In the 1990s, in the world and especially in America, this form of multi-level sales has appeared. This form was introduced to Vietnam market in the 2000s and has developed considerably. However, when appearing in Vietnam market, this form does not promote its advantages but it is disguised causing lots of notoriety to this type of sales.
Lo Hoi Co., Ltd. with form of multi-level sales is not out of these existing problems. The purpose of this thesis is to evaluate the level of customer satisfaction with the service of multi-level sales of Lo Hoi Co., Ltd., and search for factors affecting the level of customer satisfaction with this sales service. Thereby, propose the relevant management measures to further enhance the customer satisfaction with this sales service.
The thesis also performs the testing and calibration of the model via: the Cronbach’s alpha reliability coefficient, explore factor analysis EFA, regression analysis, ANOVA analysis. Thereby, propose the solutions to improve the customer satisfaction with the service of multi-level sales in Lo Hoi Co., Ltd. in particular and the multi-level sales channel in general.

ABSTRACT i
Acknowledgments iii
Table of content iv
TABLES v
FIGURE viii
CHAPTER 1: INTRODUCTION 1
1.1. The research foundation 1
1.2. The research motivation 2
1.3. The research purpose 3
1.4. The research process 4
CHAPTER 2: LITERATURE REVIEW 5
2.1. Overview of Lo Hoi Co., Ltd. 5
2.2. The theory and some satisfaction models 6
CHAPTER 3: RESEARCH DESIGN 17
3.1. The research model 17
The concept of model: 18
3.2 . The research hypothesis. 18
3.3 The measurement of variables 19
3.4. The sampling methods 24
3.5 The research methodology: 24
CHAPTER 4: RESEARCH RESULTS 26
4.1. The statistics of the research sample description 26
4.2 The reliability and the suitability of the variables 31
4.3. Descriptive statistics of variables 32
4.4 Testing hypothesis 45
CHAPTER 5: CONCLUSION 61
5.1. Recognition and devotion 61
5.2. Contributions and Implications 62
5.3. Research Limitations 64
5.4. Future Study 64
References 65
Customer Survey 67

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