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研究生: 鄧黃越
研究生(外文): Dang Hoang Viet
論文名稱: Improving the services quality of Vn airlines to build enhance VN Airline brand name
論文名稱(外文): Improving the services quality of Vn airlines to build enhance VN Airline brand name
指導教授: 李曄淳
學位類別: 碩士
校院名稱: 樹德科技大學
系所名稱: 金融與風險管理系碩士班
論文出版年: 2011
畢業學年度: 99
語文別: 英文
論文頁數: 66
中文關鍵詞: services qualityVietnam Airlines.
外文關鍵詞: services quality, Vietnam Airlines.
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  • 評分:*****
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Service quality is likely to be a key factor for Vietnam Airlines to keep customer loyalty. In order to compete successfully, VNA needs create and sustain competitive advantage basing on differentiation in service quality. The research objectives is to identify factors affecting services quality of Vietnam Airlines and make recommendations regarding to improving weaknesses in service delivering of VNA in order to raise customer retention. The study used factor analysis and linear regression through data obtained from the survey.  The result shows that there 10 factors affecting services quality of Vietnam Airlines as follow: cabin crew; telephone ticketing and reservations service; food service; air craft and cabin; check-in procedure; office ticketing and reservations service; in-flight reading materials and entertainments in board; drink services; boarding procedure; annoucement and information delivery during the flight. And the study finally make recommendations to improve services quality of Vietnam Airlines.

Service quality is likely to be a key factor for Vietnam Airlines to keep customer loyalty. In order to compete successfully, VNA needs create and sustain competitive advantage basing on differentiation in service quality. The research objectives is to identify factors affecting services quality of Vietnam Airlines and make recommendations regarding to improving weaknesses in service delivering of VNA in order to raise customer retention. The study used factor analysis and linear regression through data obtained from the survey.  The result shows that there 10 factors affecting services quality of Vietnam Airlines as follow: cabin crew; telephone ticketing and reservations service; food service; air craft and cabin; check-in procedure; office ticketing and reservations service; in-flight reading materials and entertainments in board; drink services; boarding procedure; annoucement and information delivery during the flight. And the study finally make recommendations to improve services quality of Vietnam Airlines.

Table of Contents
ABSTRACT  i
ACKNOWLEDGMENTS  ii
Table of Contents  iii
List of Tables  v
List of  Figures  vi
Chapter 1 Introduction  1
1.1 Introduction  1
1.2 Research purposes  6
Chapter 2 Literature Review  7
2.1 Definition of service quality  7
2.2 Dimensions of service quality quality ( Parasuraman et al. (1988)  7
2.3 Five factors effect to the airline service quality  8
2.4 The use of SERVQUAL survey  11
2.5 Criticisms of SERVQUAL model  15
2.5.1. Theoretical criticisms  15
2.5.2 Exercises problems with SERVQUAL  17
2.6 Customer retention in relation with service quality  18
2.7 Relationship between service quality and customer retention  22
Chapter 3 Research Methodology  25
3.1 Research Objectives  25
3.2 Nature of the Primary Research  25
3.2.1 Research Philosophy  25
3.2.2 Research approach  26
3.2.3 Information Needs  26
3.2.4 Scope of the Study  27
3.3 Hypothesis  32
3.4 Data Analysis  32
Chapter 4 Research Results and Analysis  35
4.1 Overview of Vietnam Airlines  35
4.2 Descriptive Statistics  36
4.2.1 Descriptive statistics on characteristics of customers  36
4.2.2 Descriptive statistics on the factors affecting services quality of VN Airlines  38
4.3 Assessing the credibility of the scale  40
4.4 Factors affecting services quality of Vietnam Airlines  43
4.4.1 Identify the factors affecting services quality of Vietnam Airlines  43
4.4.2 Identify variable measuring services quality of Vietnam Airlines  50
4.4.3 Measure the level of factors affecting services quality of Vietnam Airlines  51
Chapter 5 Conclusions and Recommendations  54
5.1 Conclusions  54
5.2 Recommendations  55
5.2.1. For government  56
5.2.2. For the Department of Civil Aviation of Vietnam  57
5.2.3. For Vietnam Airlines  58
References  60
Attachment 1  62

List of Tables
Table 1. Research Statements – Expectations    30
Table 2. Customers’ class of travel  36
Table 3. Descriptive statistics on the Factors Affecting services quality of VN Airlines  38
Table 4. The results assessing the Credibility of the Scale  40
Table 5. Results of identifing the factors affecting services quality of Vietnam Airlines  43
Table 6. Results of Exploratory Factor Analysis the Dependent Variables  50
Table 7. Results of Regression  52

List of  Figures
Figure 1. GAP Model of Service Quality  14
Figure 2. Links between employee satisfaction and customer retention  21
Figure 3. Effects of service and customer to profit  22
Figure 4. Customer Perceptions of Quality and Customer Satisfaction  24
Figure 5. Reasons to choose this flight of Vietnam Airlines  37


References
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[2]Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985), "A conceptual model of service quality and its implications for future research", Journal of Marketing, 49, 41-50; (1988), “SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality’’, Journal of Retailing, Vol. 64 No. 1, Spring, pp. 12-40; (1994), “Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research. Journal of Marketing”, 58(1): 111-124.
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