• 藍色版面
  • 綠色版面
  • 橘色版面
  • 粉紅色版面
  • 棕色版面
帳號:guest(120.119.126.29)          離開系統
字體大小: 字級放大   字級縮小   預設字形  

詳目顯示

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
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
論文出版年: 100
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
相關次數:
  • 被引用:0
  • 點閱:16
  • 評分:*****
  • 下載:0
  • 書目收藏:0
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

[1]Aaker, D. A. (2004). Leveraging the Corporate Brand. California Management Review,46(3), 6-18.
[2]Aaker, D. A., & Jacobson, R. (2001). The Value Relevance of Brand Attitude in High-Technology Markets. Journal of Marketing Research, 38(4), 485-493.
[3]Akbar1 M.M & Parvez, N (2009). Impact of service quality, trust and customer.
[4]Alexandris K., Douka S., Papadppoulos P., Kaltsatou A. (2008). Testing the role of service quality on the development of brand associations and brand loyalty. Managing Service Quality, 18(3), 239-254
[5]Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer Satisfaction, Market Share, and Profitability: Findings from Sweden. Journal of Marketing, 58(3), 53-66.
[6] Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
[7]Andreassen, T. W. & Lindestad, B. (1998). Customer loyalty and complex services: the impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of Service Industry Management, 9(1), 7-23.
[8]APEC, 2008. Asia-Pacific Economic Cooperation. Retrieved May, 2010 from http://www.apec.org/apec/about_apec.html
[9]Balnaves M. & Caputi P. (2009). Introduction to Quantitative Research methods: An Investigative Approach. Sage Publications Ltd
[10]Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28(1), 128-137
[11]Brady, M. K., & Robertson, C. J. (2001). Searching for a consensus on the antecedent role of service quality and satisfaction: an exploratory cross-national study. Journal of Business Research, 51(1), 53-60.
[12]Chang C.M., Chen C.T. & Hsu C.H. (2010). A Review of Service Quality in Corporate and Recreational Sport/Fitness Programs. The sport Journal, 13(2).
[13]Creswell, J.W. (2003) Research design: qualitative, quantitative, and mixed methods approaches (2nd Edition), Thousand Oaks, CA: Sage Publications.
[14]Drypen.in.com (2010). Brand awareness, a brand building concept. Retrieved May,2010 from http://drypen.in/branding/brand-awareness-a-brand-building  concept.html
[15]Brown, S. W., & Swartz, T. A. (1989). A gap analysis of professional service quality. Journal of Marketing, 53(2), 92-98.
[16]Brown, S.W., Bitner, M.J.(2007). Mandating a Service Revolution for Marketing. The Service-Dominant Logic of Marketing: Dialog, Debate and Directions, M.E.Sharpe, Armonk, NY.
[17]Managementstudyguide (2010). Building brand awareness Retrieved May, 2010 from: http://www.managementstudyguide.com/brand-awareness.htm
[18]Calicut motors (2008). Influence of brand awareness on buying behavior with special reference to marut ritz at indus motors calicut.
[19]Centre for the Study of the Social Policy (2007). Customer Satisfaction: Improving quality and access to services and supports in vulnerable neighborhoods.
[20]Chris M. M. (2009). What are the Benefits of Good Customer Service? Retrieved May, 2010 from http://www.ehow.com/about_5082152_benefits-good-customer- service.html
[21]Christopher C. (2008). Essential of UMTS. Cambridge University Press, UK
[22]Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality - a Reexamination and Extension. Journal of Marketing, 56(3), 55-68.
[23]Cronin, J.J. & Taylor, S.A. (1992).Measuring service quality: a reexamination and extension. Journal of Marketing, 56, 55-68.
[24]Dabholkar, P. A., Shepherd, C. D., & Thorpe, D. I. (2000). A comprehensive framework for service quality: an investigation of critical conceptual and measurement issues through a longitudinal study. Journal of Retailing, 76(2), 139-173.
[25]Businessdictionary (2010). Definition of brand awareness .Retrieved May, 2010 from: http://www.businessdictionary.com/definition/brand-awareness.html
[26]Eroglu, S. A., & Machleit, K. A. (1990). An Empirical Study of Retail Crowding: Antecedents and Consequences. Journal of Retailing, 66(2), 201-221.
[27]Fisk, R. P., Brown, S. W., & Bitner, M. J. (1993). Tracking the Evolution of the Services Marketing Literature. Journal of Retailing, 69(1), 61-103.
[28]Foi, D. (2008). The Influence of Brand Awareness on the Relationship between Service Quality and Customer Satisfaction in Mobile Telecommunication. Master thesis: Meiho University, Taiwan.
[29]Gallarza, M. G. & Saura, I. (2006). Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students'' travel behavior. Tourism Management, 27(3), 437-452.
[30]Gerpott, T. J., Rams, W., & Schindler, A. (2001). Customer retention, loyalty, and satisfaction in the German mobile cellular telecommunications market. Telecommunications Policy, 25(4), pp. 249-269.
[31]Govind J. (2009). Customer Satisfaction In General Insurance Industry. A Step Towards Competitiveness. Journal of Risk & Insurance Pravartak, 4(3)
[32]Gronroos, C. (1984). A Service Quality Model and its Marketing Implications. European Journal of Marketing, 18(4), pp. 36-44.
[33]Gronroos, C. (1992). Service Management: A Management Focus for Service Competition. IN Lovelock, C.H. Managing Services: Marketing, Operations, and Human Resources (Eds.). Englewood Cliffs, NJ: Prentice Hall, 9-16.
[34]Hair, J. F., Bush, R. P., & Ortinau, D. J. (2003). Marketing Research: Within a Changing Environment. Mc Graw-Hill Irwin.
[35]Kanji, G. & Moura, P. (2002). Kanji’s business scorecard, Total Quality Management, Vol. 13 No. 1., 13-27
[36]Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
[37]Keller, K. L. (2003). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (2nd ed.). Upper Saddle River, NJ: Prentice Hall.
[38]Kevin C. (2010). Measuring and managing Customer Satisfaction. Retrieved May, 2010 from http://www.qualitydigest.com/sept00/html/satisfaction.html
[39]Kim, H. S., & Yoon, C. H. (2004). Determinants of subscriber churn and customer loyalty in the Korean mobile telephony market. Telecommunications Policy, 28(9-10), 751-765.
[40]Kotler, P. & Kevin L.K (2006). Marketing Management. 12th ed. Upper Saddle River, NJ: Pearson Prentice Hall
[41]Ladda V. & Hwei. C.W (2007). The impact of Service Quality And Customer Decision Factors On Brand Equity. International Business & Economics Research  Journal, 6(3)
[42]Lewis, Robert C. & Bernard H. Booms (1983). The Marketing Aspects of Service Quality. Emerging Perspectives on Services Marketing, L. Berry, G.
[43]Lim, H., Widdows, R., & Park, J. (2006). M-loyalty: winning strategies for mobile carriers. Journal of Consumer Marketing, 23(4), pp. 208-218.
[44]Linda W. (2002). Software Customer Satisfaction. The Westfall Team. McGraw-Hill.
[45]Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing, 57(3), 25-48.
[46]Oliver, R. L. (1993). A conceptual model of service quality and service satisfaction: compatible goals, different concepts. Advances in Services Marketing and Management, 2, 65-85.
[47]Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer: McGraw Hill.
[48]MIC, 2009. Ministry of information and communications of the socialist republic of Vietnam: Mobile networks in Vietnam
[49]Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991a). Perceived service quality as a customer-based performance measure: an empirical examination of organizational barriers using an extended service quality model. Human Resource Management, 30(3), 335-364.
[50]Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991c). Understanding Customer Expectations of Service. Sloan Management Review, 32(3), pp. 39-48.
[51]Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual-Model of Service Quality and Its Implications for Future-Research. Journal of Marketing, 49(4), 41-50.
[52]Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual - a Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.
[53]Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994a). Reassessment of Expectations as a Comparison Standard in Measuring Service Quality - Implications for Further Research. Journal of Marketing, 58(1), 111-124.
[54]Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994b). Alternative Scales for Measuring Service Quality - a Comparative-Assessment Based on Psychometric and Diagnostic-Criteria. Journal of Retailing, 70(3), 201-230.
[55]Parasuraman, A., Zeithaml,V.A & Berry, L.L. (1988). SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality.  Journal of Retailing, 64,1, 12-40.
[56]Rahim, M (2009). Service Quality, Customer Satisfaction and Loyalty towards JKR. Malaysia (Master thesis  dissertation, University of Malaya 2009)
[57]Ray K. (1998). Service quality to service loyalty: A relationship which goes beyond customer services . Total quality management, 9(6), 431± 443
[58]Reichheld, F. F. (1996). Learning from customer defections. Harvard Business Review, 74(2), 56-69.
[59]Reichheld, F.F.& Sasser, W.E. (1990). Zero defections: Quality comes to services. Harvard Business Review, 105-111.
[60]Rossiter JR & Percy L (1987). Advertising and Promotion Management. Singapore.
[61]Rossiter JR; Percy L & Donovan RJ (1991). A better advertising planning grid. Journal of Advertising Research, 11-21.
[62]Ribbink, D., Riel, C.R., Liljander, V, and Streukens, S. (2004), “Comfort your online customer: Quality, trust and loyalty on the internet”, Managing Service Quality, 14(6), pp. 446456.
[63]Smallbusiness.yahoo.com (2010). Seven ways to build brand awareness Retrieved May, 2010 from  http://smallbusiness.yahoo.com/r-article-a-70121-m-6-sc-45-7_ways_to_build_brand_awareness-i
[64]Shari Waters (2010). Brand awareness. Retrieved May, 2010 from                http://retail.about.com/od/glossary/g/brand_awareness.htm
[65]Sureshchandar, G., Rajendran, C. & Anantharaman, R. (2003). Customer perceptions of service quality in the banking sector of a developing country: a critical analysis. International Journal of Bank Marketing, 21(5):233-242
[66]Stokes RC (1985). The Effects of Price, Package Design, and Brand Familiarity on Perceived Quality. In J Jacoby& J Olson (eds.). Perceived Quality. Lexington:  Lexington Books.
[67]Tam, J. L. M. (2004). Customer Satisfaction, Service Quality and Perceived Value: An Integrative Model. Journal of Marketing Management, 20(7-8), 897-917.
[68]Taylor, S. A. & Cronin Jr, J. J. (1994). Modeling patient satisfaction and service quality. Journal of  Health Care Marketing, 14(1) 34-44.
[69]Terblanche, N. S. (2006). The relationship between customer satisfaction and loyalty: An application of the American Customer Satisfaction Index in the South African fast food industry. Management Dynamics, 15(2), pp. 31-42.
[70]Ueltschy, L. C., Laroche, M., Tamilia, R. D., & Yannopoulos, P. (2004). Cross-cultural invariance of measures of satisfaction and service quality. Journal of Business Research, 57(8), 901-912.
[71]Vietnam Overview (2008.). Retrieved August 18, 2009 from http://www.vietnamtourism.gov.vn/english/index.php?option=com_content&task=category§ionid=1&id=1&Itemid=50
[72]VNAT, 2008. Vietnam cultural profile. Vienam national administration of Tourism
[73]Voss C. (1985,). Field Service Management.
[74]Wikipedia (2010). What is brand awareness?.Retrieved May, 2010 from http://en.wikipedia.org/wiki/Brand_awareness
[75]Wisegeek (2010). What is brand awareness?. Retrieved May, 2010 from http://www.wisegeek.com/what-is-brand-awareness.htm
[76]WTO, 2008. Retrieved from http://www.wto.org
[77]WB, 2008. World bank’s Business Annual Reports: Economic development in Vietnam
[78]Wang Y., Hing-Po L., Yang Y. (2004). An Integrated Framework for Service Quality, Customer Value, Satisfaction: Evidence from China''s Telecommunication Industry. Information Systems Frontiers 6(4): 325-340 (2004)
[79]Yoo, B., Donthu, N., & Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science, 28(2), 195-211.
[80]Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2): pp. 31-46.
[81]Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1993). The Nature and Determinants of Customer Expectations of Service. Journal of Academy of Marketing Science, 21(1), 1-12.

 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
無相關期刊
 
* *