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研究生: 黎氏紅容
研究生(外文): Le Thi Hong Dung
論文名稱: Assessing The Service Quality of Public Passenger Transport by Bus in Ho Chi Minh city
論文名稱(外文): Assessing The Service Quality of Public Passenger Transport by Bus in Ho Chi Minh city
指導教授: 楊一峰
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: 84
中文關鍵詞: Service qualitySERVQUAL modelCustomer satisfactionand Public passenger transport
外文關鍵詞: Service quality, SERVQUAL model, Customer satisfaction, and Public passenger transport
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In such a big city as Ho Chi Minh City, it is crucial to improve public transport. However, city residents are still reluctant to use this type of transport because its service quality does not satisfy their requirements. Besides, public passenger transport businesses also don’t understand nor know how to implement stratregies to improve service quality and provide the highest satisfaction to customers.  Hereby, the research on factors affecting the bus service quality is a very urgent work. With the aim of achieving that significance, the author  chose the thesis topic: “Assessing The Service Quality of Public Passenger Transport by Bus in Ho Chi Minh city” (by the customer satisfaction factor).
Based on the survey data, the author used the exploratory factor analysis (EFA) to assess the factors affecting the quality of bus service and clients using the bus. Research results show that in the five general factors (reliability, security, competence, access, tangibles), the tangibles factor (bus condition and facilities) is the strongest factor that affects the level of customer satisfaction. Other factors also have influences, but the level of impact is less. Therefore, the Ministry of Transportation and other ministries, departments related to public transport service (like bus service) should have a specific and comprehensive look at the process of providing bus service to the public. This is the fundamental solution to bring satisfaction to our customers using this vehicle.


In such a big city as Ho Chi Minh City, it is crucial to improve public transport. However, city residents are still reluctant to use this type of transport because its service quality does not satisfy their requirements. Besides, public passenger transport businesses also don’t understand nor know how to implement stratregies to improve service quality and provide the highest satisfaction to customers.  Hereby, the research on factors affecting the bus service quality is a very urgent work. With the aim of achieving that significance, the author  chose the thesis topic: “Assessing The Service Quality of Public Passenger Transport by Bus in Ho Chi Minh city” (by the customer satisfaction factor).
Based on the survey data, the author used the exploratory factor analysis (EFA) to assess the factors affecting the quality of bus service and clients using the bus. Research results show that in the five general factors (reliability, security, competence, access, tangibles), the tangibles factor (bus condition and facilities) is the strongest factor that affects the level of customer satisfaction. Other factors also have influences, but the level of impact is less. Therefore, the Ministry of Transportation and other ministries, departments related to public transport service (like bus service) should have a specific and comprehensive look at the process of providing bus service to the public. This is the fundamental solution to bring satisfaction to our customers using this vehicle.


TABLE OF CONTENTS

Abstract  i
Acknowledgment  iii
Table of Contents  iv
List of Tables  viii
List of Figures  x

Chapter 1. INTRODUCTION    1
1.1. Introduction to the reasons choosing the thesis topic    1
1.2. Research objectives  3
1.3. Subjects, scope and methodology  3
1.4. Practical significance of the thesis    4
1.5. Thesis Structure    5

Chapter 2. THEORETICAL BACKGROUND & RESEARCH MODEL    6
2.1. Introduction    6
2.2. General assessing of service quality in Ho Chi Minh city  6
2.3. Research concepts and measurement methods  7
2.3.1. Service    7
2.3.1.1. Concept    7
2.3.1.2. Characteristics    8
2.3.2. Service quality  8
2.4. Assessing service quality- SERVQUAL model  10
2.4.1. Five gaps in service quality    10
2.4.2. Service quality measurement: the SERVQUAL scale  14
2.5. SERVQUAL scale and its variant – SERVPERF  16
2.6. The relationship between service quality and customer satisfaction  16
2.7. Model of service quality in public transport
(Laura Eboli, Gabriella Mazzulla, 2007)  17

Chapter 3. RESEARCH METHOD  19
3.1. Introduction  19
3.2. Research design  19
3.2.1. Two stages of research method  19
3.2.1.1. First stage  19
3.2.1.2. Second stage  20
3.2.2. Research process  21
3.2.3. Setting the research model and the research hypotheses  21
3.2.3.1. The hypothesis of Reliability component
and customer satisfaction  23
3.2.3.2. The hypothesis of Security component
and customer satisfaction  23
3.2.3.3. The hypothesis of Competence component
and customer satisfaction  23
3.2.3.4. The hypothesis of Access component
and customer satisfaction  24
3.2.3.5. The hypothesis of Tangibles component
and customer satisfaction  24
3.2.4. Data Code  24
3.3. Official Research  27
3.3.1. Research sample  27
3.3.2. Methods of data processing  30

Chapter 4. RESEARCH RESULTS  33
4.1. Introduction  33
4.2. Results of descriptive statistics  33
4.2.1. The frequency of bus use  33
4.2.2. Reasons of using bus  34
4.2.3. Purposes of using bus  35
4.3. Preliminary assessment of scales by Cronbach’s Alpha  35
4.4. EFA factor analysis for the scale of bus service quality  40
4.4.1. Scale for reliability factors  40
4.4.2. Scale for security factors  44
4.4.3. Scale for competence factors  46
4.4.4. Scale for access factors  48
4.4.5. Scale for tangibles factors  50
4.5. Tests on the relationship between components
in the model and research hypothesis  53
4.5.1. Correlation matrix between variables  54
4.5.2. The regression function describing the impact of
service quality scale on the level of customer satisfaction  55
4.5.3. The regression function describing the impact of
service quality scale on the the willingness to
introduce bus service of passengers  59
4.5.4. Analysis of customers’ perspective on service quality  62
4.5.5. Analysis of the customers’ perspective on the satisfaction  66

Chapter 5. CONCLUSION AND RECOMMENDATIONS  68
5.1. Introduction  68
5.2. Summary of research results and practical significance  68
5.3. Discussion and recommendation on the solution  70
5.3.1. Improvement of tangibles component and access to service  71
5.3.2. Improving the security and the competence of bus companies  71
5.3.3. Improve the level of customer satisfaction  73
        5.4. Thesis limitations and the subsequent research    73


FINAL CONCLUSION  75
REFERENCES  76
APPENDIX  79
Appendix 1  79
Appendix 2  81

LIST OF TABLES

Table 1.  Data code of five components in the scale of Service quality  25
Table 2.  Statistical figure of the sample by specific characteristic  29
Table 3.  The Frequency of bus use  34
Table 4.  Reasons of using bus  34
Table 5.  Purposes of using bus  35
Table 6.  Cronbach’s Alpha value of bus service quality scale – Five factors affecting the reliability  36
Table 7.  Three Reliability Factors  37
Table 8.  Four Security Factors  38
Table 9.  Four Competence Factors  38
Table 10.  Four Access Factors  39
Table 11.  Four Tangibles Factors  39
Table 12.  The Cronbach’s Alpha value of the level of satisfaction  40
Table 13.  Component Score Coefficient Matrix  41
Table 14.  EFA for Reliability component  42
Table 15.  Component Score Coefficient Matrix  44
Table 16.  EFA for Security component  44
Table 17.  Component Score Coefficient Matrix  46
Table 18.  EFA for Competence component  46
Table 19.  Component Score Coefficient Matrix  48
Table 20.  EFA for the Access component  49
Table 21.  Component Score Coefficient Matrix  50
Table 22.  EFA for the Tangibles component  51
Table 23.  Significance of correlation coefficients  54
Table 24.  Correlation matrix between variables  54
Table 25.  Multiple Regression results between the level of satisfaction and 5 components of service quality  55
Table 26.  The results of multiple regression between the willingness to recommend the service and five service quality components  61
Table 27.  Mean value of customers’ assessment on service quality  62
Table 28.  Mean value and the percentage of passengers’ rates on the customer satisfaction and the willingness to introduce bus service to friends, relatives  66






LIST OF FIGURES

Figure 1.  Service quality model  12
Figure 2.  Final Structure of the Model  18
Figure 3.  The research process  21


REFERENCES

Vietnamese
1.Nguyen Thi Canh, (2004), Methods and Methodology of Economic Research, National University Ho Chi Minh city Publisher.
2.Nguyễn Thanh Quan, (2004), “Research on the level of customer satisfaction when buying Toyota Vios”, Master''s thesis, University of Politechnique, Ho Chi Minh city.
3.Nguyen Dinh Tho – Nguyen Thi Mai Trang, (2007), Marketing Scientific Research, National University Ho Chi Minh city Publisher.
4.Nguyen Dinh Tho – Nguyen Thi Mai Trang, (2007), Market Research, National University Ho Chi Minh city Publisher.
5.Hoang Trong – Chu Nguyen Mong Ngoc, (2008), Analyzing Research Data with SPSS, volume 1 and 2, Hong Duc Publisher.
6.Hoang Trong – Chu Nguyen Mong Ngoc, (2008), Statistical Applications in Social and Economic, Thong Ke Publisher.

English
1.Boulding, W, Kalra, A, Staelin, R & Zeithaml, VA (1993), “A dynamic process model of service quality: From expectation to behavioural intentions”, Journal of Marketing Research, 30(1): 7 – 27.
2.Brown, T.J., Churchill, G & Peter, J. (1193), “Reasearch note: improving the measurement of service quality”, Journal of Reatailing, 69(1): 127 – 139.
3.Cronin & Taylor, (1992), “Measuring service quality: A reexamination and extension”, Journal Article.
4.Gronroos, C. (1984), “A service quality model and its marketing implications”, European Journal of Marketing 18(4), 36–44.
5.Laura Eboli, Gabriella Mazzulla (2007), Service Quality Attributes Affecting Customer Satisfaction for Bus Transit, Journal of Public Transportation , Vol 10, No.3, USA: Center for Urban Transportation Research
6.Laura Eboli and Gabriella Mazzulla, Affecting Customer Satisfaction for Bus Transit”, University of Calabira, Gabriella Mazzulla, University of Calabria,(http://www.nctr.usf.edu/jpt/pdf/JPT%2010-3%20Eboli.pdf)
7.Lehtinen, J.R and Lehtinen, U. (1982), "Service quality: a study of quality dimensions", Unpublished working paper, Service Management Institute, Helsinki .
8.Parasuraman & ctg (1985), “A conceptual model of service quality and its implications for future research”, Journal of Marketing, 49, 41 – 50.
9.Reichheld, F.F. & Sasser, WE (1990), “Zero defections: quality comes to services”, Harvard Business Review, September-Octorber  1990.
10. Shemwell, D.J., Yavas, U. & Bilgin Z. (1998), “Customer-service provider relationships: an empirical test of a model of service quality, satisfaction and relationship oriented outcome”, International Journal of Service Industry Management, 9, 155-168.
11.Svensson, G., (2002), “A Triadic Network Approach to Service Quality”, Journal of Services Marketing. 16(2), 158-177.
12.Thongsamak, S. (200), “Service Quality: Its measurement and relationship with customer satisfaction”, ISE 5016 March 1th 2001.
13. Zeithaml, V.A, Bitner, M.J. (2002), Services marketing: intergrating customer focus across the firm, Irwin McGraw-Hill, Boston.
14. Zeithaml, M. (2000), Total Relationship Marketing, Studentliteratur, Lund.
15. Zulfqar Ahmad et el (2010), “Impact of Service Quality of Short Messaging Service on Customers Retention; an Empirical Study of Cellular Companies of Pakistan”, International Journalof Bussiness and Management, 5(6).


 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
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