(Luận văn) the influence of relationship quality on customer loyalty a study of veterinary companies and their agencies in vietnam

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UNIVERSITY OF ECONOMICS HO CHI MINH CITY

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International School of Business

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Nguyen Dac Huy

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THE INFLUENCE OF RELATIONSHIP
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QUALITY ON CUSTOMER LOYALTY – A
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STUDY OF VETERINARY COMPANIES AND
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THEIR AGENCIES IN VIETNAM
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ID: 21120091

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SUPERVISOR: Dr. PHAM NGOC THUY

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MASTER OF BUSINESS (Honours)

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Ho Chi Minh City – Year 2014

ACKNOWLEDGEMENTS

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Firstly, I would like to express my sincere gratitude to Dr. Pham Ngoc Thuy, my

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Supervisor, who has given me great guidance, inspiration and especially her motivation,

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thanks for her valuable advice, suggestions and resources that helping me in accomplishing

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this study.

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Secondly, I would like to express my sincere thanks to all professors, tutors and officers of

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MBus Program for valuable lectures, academy knowledge and your experiences transfer

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throughout the period of courses at International School of Business.
I want to express my special thanks to all my colleagues, friends, customers in veterinary

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medicine industry for your advice, cooperation and supports during the pilot and official

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survey. Without your support, I could not successfully complete my thesis.

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Ho Chi Minh City, Vietnam,
30th Sep, 2014.

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Nguyen Dac Huy

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ABSTRACT

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In recent years, the industry of veterinary medicine in Vietnam has been developing

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significantly. The veterinary medicine companies increasingly expand the market and

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enlarge their agencies system to take the company's image and products to market. The

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purpose of attracting customers is to gain more market-share and bring more profits back to

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them. This research is to identify the determinants affecting customer loyalty in veterinary

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medicine industry.

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This study was aimed to explore the influence of relationship quality factors on customer
loyalty in veterinary medicine industry in southern of Vietnam is done through quantitative

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methods. Formal quantitative research through interviews using a questionnaire with a

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sample collected in a convenient method of 230 agencies around some provinces in

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Southern.

The research results contribute to the theoretical basis of research by understanding the

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meaning of the factors of relationship quality that affect consumer loyalty in veterinary

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medicine market. Thereby, the results also provide managers with a basis for decision-

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making, investment options to develop new products and services in line with objectives

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Key words: Trust, Commitment, Satisfaction, Customer Loyalty

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and current strategic.

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Table of Content

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Acknowledgement....................................................................................................................ii

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Abstract....................................................................................................................................iii
CHAPTER 1: INTRODUCTION
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1.1

Research background
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1.2
Research problem
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1.3
Research objectives
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1.4
Research scope
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1.5
Research structure
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3

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CHAPTER 2: LITERATURE REVIEW
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A brief introduction about veterinary medicine industry
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2.2

Research Concepts
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2.1

2.2.1
Relationship quality
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2.2.2
Trust
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2.2.3
Commitment
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2.2.4
Satisfaction
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2.2.5
Customer Loyalty
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2.3

Hypotheses &Research model
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2.3.1
Trust and customer loyalty
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2.3.2
Commitment and customer loyalty
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2.3.3
Satisfaction and customer loyalty
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2.3.4
Moderating Effect
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2.4
Research model
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General approach
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3.1

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CHAPTER 3: RESEARCH METHODOLOGY
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Research methodology, Data collection and sample size
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3.2.1
Step 1: Qualitative study
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3.2.6
Sampling methodology
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3.2.5
Sample size of Quantitative research
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3.2.4
Step 3: Quantitative study

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3.2.3
Step 2: Pilot
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3.2.2
Measurement scale
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3.2.7
Questionnaire explanation
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Data analysis
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3.3.

3.3.1
Exploratory Factor Analysis (EFA)
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3.3.2
Reliability Analysis
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3.3.3
Multi-linear regression analysis
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Chapter 3 summary
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CHAPTER 4: DATA ANALYSIS, FINDINGS AND DISCUSSION
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Descriptive data analysis
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Descriptive analysis of Sample charateristics
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4.1.2
Descriptive analysis of the variables studies
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4.2
Measurement scale assessment
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4.2.1
Cronbach Alpha reliability analysis
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4.2.2
Exploratory Factor Analysis
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4.3
Hypotheses testing
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4.3.1
Testing Assumption of Multiple Regressions
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4.3.2

Evaluate and test the relevance of the model
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4.4

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4.3.3
Testing Hypotheses
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Discussion
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4.4.1
Satisfaction and Commitment
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4.4.2
Company Trust
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4.4.3
Customer Trust
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4.5
Summary
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CHAPTER 5: CONCLUSIONS AND IMPLICATIONS
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Research overview
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Key Findings
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Managerial Implicamtions
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5.4
Limitations
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References
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Appendices...............................................................................................................................52

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Table 4.5: Multiple regression result ...………………………………...................……...……43

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Table 4.6: Hypothesis testing result ……………………………...................…………....……44

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Table 4.7: Summary result of the hypotheses……………………....……….........................….46

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(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

List of Figures

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Figure 1: Research model ……………………………………..................……………………10

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Figure 2: Research process ……...………………………………………..................……...…13

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Figure 3: Research model after testing EFA ………………………....…………..................…34

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Figure 4: Multiple regression result …………………………………...…………....................38

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(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

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represents the relationship between the firms and the customers. (p. 737 – 764). Nowadays

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because of competitive environment among companies,losing customers is very costly for

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companies (Athanasopoulou, 2009, p. 583-610).Researchers have concluded that there is
more times expensive to acquire new clients than to keep existing ones. So that, companies

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have made efforts to developing and maintaining a long-term relationships with their

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customers in order to create customer loyalty. Scant empirical research has been completed

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that has examined the group environment, or the affective states within it, such as trust,
commitment, satisfaction and price as explaining the effects of relationship quality.

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Vietnam is an agricultural country, so the livestock sector has a huge role in the

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economy, contributing an important part in the economic development of Vietnam. During

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the recent years, the industry of veterinary medicine in Vietnam has been developing

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rapidly. Recent statistics show that there are now over two hundreds veterinary medicine

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companies that are associated with customers systems with thousands of agencies and stores

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stretching from the north to the south (Yellow pages Vietnam, 2014). Several medicine

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companies, besides selling their products, are striving to attract and retain customers by

(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

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companies need to understand how they can create and deliver values in business to

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offering the best services which are strongly based on the business relationships. The

especially between veterinary medicine companies and their agencies in Vietnam. It will

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focus deeply on three factors of relationship quality affect to the customer loyalty. They are:

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trust, commitment, satisfaction. If yes, how do each factor influences on customer loyalty –
positive or negative?

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1.3 Research objectives

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The objectives of this research are to:

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Identify factors of relationship quality impacting on customer loyalty between the
veterinary medicine companies and their agencies in Vietnam veterinary medicine

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Measure the impact levels of three factors of relationship quality namely trust,

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industry.

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Analyze the differences of those relationships between groups of duration of

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commitment, satisfaction on customer loyalty,

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cooperation and number of partners.

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1.4 Research scope

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The unit analysis in this research is organization so this research was investigated on

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(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

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the owners and director of the veterinary agencies.

(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

In terms of geography, this research carried out from Hue to Ca Mau province. The period

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of conducting the survey was last from 10 June, 2014 to early July, 2014.

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1.5 Research structure

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The research consists of five parts:

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Chapter I: Introduction. This chapter introduces the research background, management

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problem, research problem, research objectives, research significance, and research

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scope as well as research structure.

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Chapter II: Literature review. This chapter reviews previous related theories and

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research, as well as to select the research’s factors and formulate the research

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hypotheses and model.

Chapter III: Research methodology. This chapter provides general method how the

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research is designed and implemented.
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Chapter IV: Data analysis and findings. This chapter will translate primary data

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collected from survey, analyze data as well as discuss the result findings in connection

Chapter V: Conclusion, implication, limitation and future research. This chapter will

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with literature review.

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conclude the research finding, provide research implication and give the further

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suggestion as well as research limitation.

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(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

CHAPTER 2: LITERATURE REVIEW

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This chapter presents reviews of relevant literature related to factors of relationship

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quality and customer quality. Throughout this chapter, variables will be established and

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grouped into relevant factors. This chapter also mentions some previous studies and

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experiences related to the research topic

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2.1 A brief introduction about veterinary medicine industry

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The livestock sector is a key sector in the Agriculture in particularly and in the

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economy generally in Vietnam. The development also brought the improvement in the
veterinary drug manufacturing which played an important role in maintain sustainably of

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livestock. In order to serve to the needs of farmers and farms, the companies which produce

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veterinary medicine was born in turns. In parallel with the development of veterinary

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medicine companies is the appearance and development of agencies system. The veterinary
agencies are the customers of veterinary medicine companies. The agency will distribute

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and sell products from the company farmers and farms which are the ultimate consumers. In

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order to expand market share and increase total revenue, veterinary medicine companies are

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now built and developed their system of agents across the country Vietnam. Base on that,

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now more farmers have been using drugs from medicine companies Veterinary Vietnam.

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Besides, in order to cater to the diverse needs of farmers, veterinary agencies and store are

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distributed and sold products from many different companies. Each agency can be a

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customer of 2 or 3 or more companies. Thus consumers can select and use the most suitable

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different companies. With the fierce competition in the market today, the veterinary

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products for themselves while the agencies can increase sales by doing business with many

(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

medicine companies offer best policies for agencies in order to create and build up the good

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relationship with their agencies. For these companies, customer loyalty is the most priority

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concern and important issue.

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On the veterinary market, the company has established a long time ago, in ten years

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and the agencies have the same. There are many agencies who have worked closely with the

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company since the company first established. To build loyalty from such agents, companies

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must have a good relationship with the agencies, must take care and have good incentives to

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help them develop in long term. The development of agency and relationship between
agency and veterinary medicine company growing higher, the company will develop in

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strength.

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Each company has different business lines, different methods to attract customers.

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Each agency has different ways to select business partners. So there should be a lot of

factors that affect customer loyalty, which highlights the three factors:

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Trust: customers must trust the company, have confidence in the business policies and

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guidelines of the company activities. If the company wants to create the trust of customers,

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the company's products have to meet the needs of consumers, veterinary drugs which are

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manufactured from veterinary medicine have to be effective in the prevention and treatment

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of diseases in livestocks and aquaculture

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Commitment: customers have good reviews about the company, the products of the

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company. Besides, consumers also rated the company through product quality and image of

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the company which was brought to them.

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(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

In the past, a number of authors (e.g. Dwyer and Sejo, 1987; Moorman, Gerald and

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Rohit, 1992) found that relationship quality was the association of trust, commitment and

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satisfaction. These authors discussed and applied their concept in several contexts, research
projects and lead to the agreement that the concept of relationship quality is the summarize

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construct of several different but related factors such as trust, commitment, satisfaction .

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Therefore, this study proposes that relationship quality is combination of three components,

2.2.2 Trust

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which are: trust, commitment and satisfaction.

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Trust enables cooperative human endeavors (Fukuyama, 1996) and is vital to inter

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organizational relationships (Gambetta, 1988; Rousseau et al., 1998). According to

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Friedman, Kahn and Howe (2000) people naturally trust people, more so than technology.

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Trust is also seen as an expression of confidence in an organizational environment. This

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leads to cooperative behavior among individuals and groups within and between

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organizations (Nandhakumar and Baskerville, 2006).

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2.2.3 Commitment

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(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

y

suggested by researchers. According to Morgan and Hunt (1994), commitment stems from

te

re
There are various ideas expressed for the definition of the “commitment” concept

(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

trust, shared values and the belief that it will be difficult to find partners that can offer the

tn
to

same value. Commitment encourages partners to collaborate in order to preserve

p
ie
gh

investments in the relationship.

do

2.2.4 Satisfaction

w

n

Customer satisfaction is the degree to which a business’s product or service performance

a
lo

d

matches up to the expectation of the customer. If the performance matches or exceeds the

th
u
yj

expectations, then the customer is satisfied, if performance is below par then the customer is

p
yi

an
lu
la

dissatisfied (Roberts-Lombard, 2009). Satisfaction is a customer’s emotion when estimate
the difference between expectations about the service and the receiving from actual

n
va

performance.

z
at
nh
oi

m
ll
fu

2.2.5 Customer Loyalty

According to Rauyruen, Kenneth and Nigel (2007), there are three main streams of research
in loyalty: behavioral loyalty, attitudinal loyalty and composite loyalty. In the few decades

z

ht

vb

ago, Tucker (1964) argued that behavior completely accounts for loyalty. Loyalty in this

k
jm

behavioral manner is believed to be stochastic not deterministic (Uncles and Gilles, 1997).

ai

gm

On the other hand, attitudinal concepts can be identified as providing positive word of

om

l.c

mouth (e.g. Zeithaml, Leonard and Parasuraman, 1996). This study follows all of the above

Lu

definition to fully explain the concept and the affect of relationship quality components.

an

2.3

Hypotheses & Research model

va
n

2.3.1 Trust and customer loyalty

7

(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

y

customer loyalty has an influence on building customer loyalty. Trust is also an important

te

re
According to Aydin and Ozer (2005); Du Plessis (2010), trust as an element of

(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

factor in affecting customer loyalty. When a customer trusts a business or brand, that

tn
to

customer is to develop a positive intention toward to the business or brand and they willing

p
ie
gh

to form a positive buying intention towards the business.

do

Past research has shown increased trust is cited as critical for relationship success

w

n

between the customer and the business (Huang and Chiu, 2006). The development of trust is

a
lo

d

effective relationship between both sides in the relationship. A customer will desire and

th
u
yj

maintain a relationship with a business if he finds the benefits received to exceed the effort

p
yi

an
lu
la

in obtaining benefits. Therefore, a high degree of trust may lead to increase the relationship

with customer and then increase the customer loyalty in Vietnam veterinary medicine

n
va

industry.

m
ll
fu

H1: Trust has a positive impact on customer loyalty.

z
at
nh
oi

2.3.2 Commitment and customer loyalty

A high level of commitment provides the circumstance in which both parties can

z

ht

vb

achieve individual and mutual targets without fearing of opportunist behavior because more

k
jm

committed partners will take control and balance short-term problems with long-term goal

ai

gm

achievement. Higher levels of commitment are expected with relationship success (Cai and

om

l.c

Wheale, 2004). Customers who are committed to a relationship might have a greater

Lu

propensity to act because of their need to remain consistent with their commitment (Liang

an

and Wang, 2005, p.66). More committed customers tend to form a positive overall

n

va

impression of the total duration of the relationship, including different transactions, positive

y

8

(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

te

re
and negative, and these customers exhibit strong intentions to stay in the relationship (Du

(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

Plessis, 2010). All of these statements indicate the relationship of commitment between

tn
to

firms and customers in veterinary industry. Accordingly, our second hypothesis states:

p
ie

gh

H2: Commitment has a positive impact on customer loyalty.

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2.3.3 Satisfaction and customer loyalty

w

n

According to Salami (2005) the perception of performance is gained through the

a
lo

d

physical interaction with the business and the product and services of the business. The

th
u
yj

customer first expectations based on needs, values, past experiences and appearance outside

p
yi

an
lu
la

of the product. The perceived quality is based on those first expectations, and the choice
that the customer made is then evaluated to determine satisfaction (Grounaris, Tzempelikos

n
va

and Chatzipanagiotou, 2007). Finally, according to Rootman (2006), if a customer feels that

m
ll
fu

he has a satisfying relationship with the business, he may perceive the business to have a

z
at
nh
oi

high level of service. Therefore, high levels of service quality may lead to increased
customer loyalty.

z

ht

vb

H3: Satisfaction has a positive impact on customer loyalty.

k
jm

2.3.4 Moderating Effect

ai

gm

To increase confidence in the results, this study further examination of core

Lu

each agency with the veterinary medicine company.

om

l.c

demographic variables including the duration of cooperation and the number of partners of

an

Duration, which is defined as the length of time that the relationship between

n

va

exchange partners has existed (Doney and Cannon, 1997). In the market of veterinary in

9

(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

y

many different companies. That leads to each company and agency have different duration

te

re
Vietnam, each company has its own system agencies and also the agencies collaborate with

(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

of cooperation as well as the agency has the relationships with multiple partners. Therefore

tn

to

the difference of the duration of cooperative and the number of partners has made different

p
ie
gh

influences on customer loyalty from relationship quality between companies and agencies in

do

Vietnam veterinary medicine industry. With the duration as long-term partnership, the

w

n

relationship between companies and their agencies is strong and sustainable. Beside that,

a
lo

d

having the more number of partners will reflect the good development of agency in the

th
u
yj

market.

an
lu
la

p
yi

2.4 Research model

n
va
m
ll
fu

RELATIONSHIP
QUALITY

z
at
nh
oi

TRUST

H1

z
vb

H2

k
jm

ht

COMMITMENT

CUSTOMER
LOYALTY

H3

gm
om

l.c

ai

SATISFACTION

an

Chapter 2 summary

10

(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

y

The following chapters will present how we develop measurement scales for each

te

Satisfaction was hypothesized to positive impact of Customer Loyalty.

re

In this study, there are four contructs used in research model. Trust, Commitment,

n

va

2.5

Lu

Figure 1: Research model

(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

constructs in the research model. The research methodology and data analysis procedure

tn
to

before having conclusions for the results of each hypothesis with empirical data.

p
ie
gh
do
w
n
a
lo
d
th
u
yj
an
lu

la

p
yi
n
va
z
at
nh
oi

m
ll
fu
z
k
jm

ht

vb
om

l.c

ai

gm
Lu
an

n

va

y

te

re

11

(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

CHAPTER 3: RESEARCH METHODOLOGY

tn
to

This chapter provides information related to the method applied to test the hypotheses.

p
ie
gh

The chapter includes five parts: general approach, research methodology, measurement

do

scale, questionnaire explanation, data collection and sample size, and data analysis.

w

n

3.1 Research Process

a
lo

d

Step 1: This research topic with objectives was formulated.

th

u
yj

Step 2: Literature review and theories about the relationship quality and customer loyalty

an
lu
la

p
yi

was reviewed.

Step 3: The, a research hypothesis was developed.

n
va

Step 4: A research model was formulated.

m
ll
fu

Step 5: The questionnaire was developed and the sampling methodology was decided to

z
at
nh
oi

ensure the objectives met.

Step 6: The questionnaire was used to interview relevant respondent.

z

ht

vb

Step 7: After completing the interview step, data was analysed and test the hypothesis and

k
jm

start writing the report.

om

l.c

ai

gm

Step 8: Summarize the findings and come up with recommendation.

Lu
an
n

va

y

te

re

12

(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

tn
to

Literature review for
conceptual
frameworks to be
applied

p
ie
gh

Identify problem
statement and
research objectives

Develop research
hypotheses

Build the research
model

do
w
n
a
lo

Conducting the
research

d

Develop
questionnaire &
sampling procedures

th

Testing the
hypotheses

Findings &
recommendations

u
yj
an
lu
la

p
yi

Figure 2: Research process

3.2 Research methodology, collecting data and sample size

n
va

Within step 5 and step 6 above mentioned, this research phase was conducted through

m
ll
fu

two phases named the qualitative and quantitative survey in the southern of Vietnam. The

z
at

nh
oi

objective of qualitative is to explore and clarify the factors of relationship quality affecting
on customer loyalty in veterinary medicine industry which was raised by previous

z
k
jm

ht

vb

reseachers and adjust to be more suitable to Vietnam situation. After that, quantitative
research was conducted based on the findings from quantitative phase was specified in the

gm

below parts.

l.c

ai
om

3.2.1 Step 1: Qualitative study

Lu

Before researching on a bi scale, a small group of customers will be invited for one on

an

y

13

(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

te

respondents through which key insights, deep-dive information about customer loyalty will

re

Vietnam industry. In this thesis, qualitative research was conducts by group of 10

n

by initially validating the factors proved by previous researchers and explore new factors in

va

one interview, objective of this phase is to identify the impact factors on customer loyalty

(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

be explore. In this step, 10 respondents who are the managers and owners of veterinary

tn
to

medicine agencies were interviewed.

p
ie
gh

3.2.2 Measurement scale

do

The original measurement scale from previous studies was used in Qualitative stage to

w

n

test their validity. After listening to customers’

a
lo

d

modified.

feedbacks, the scales for study were

th
u
yj

3.2.2.1 Trust

p
yi

an
lu
la

Measurement of Trust was based on the Anderson and Narus (1986) scale. Trust scale
items for this study are symbolized by TRUST with Likert scale ranging from 1

n
va

(Totally disagree) to 5 (Totally agree)

m
ll
fu

Statement

Coding

z
at
nh
oi

The agency is concerned about company welfare

TRUST01

The agency considers how its actions will affect customers and

TRUST02

z
TRUST04
TRUST06

om

TRUST09

y

te

re

company will support agency.

n

The agency is secure in dealing with new business situations because

va

TRUST07

an

Company is a faithful business partner

Lu

company will support agency

l.c

Although times change and the future may be somewhat uncertain,

TRUST05

ai

Company is very dependable, especially about important things

gm

Company is well-known for fair dealings

TRUST03

k
jm

Your agency trusts in the service of company

ht

vb

company

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(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

3.2.2.2 Commitment

tn
to

Measurement of Commitment was also based on the Anderson and Narus (1986)

p
ie
gh

scales. Commitment was measured by four items.Commitment scale items for this study are
symbolized by COMMI
Coding

do

Statement

w

COMMI14

n

The agency is committed to the preservation of good working

a
lo

d

relationships with company

th
u
yj

The agency believes in company as partners.

COMMI15

p
yi

COMMI17

an
lu
la

The agency expect to have long term relationship with company.

n
va

3.2.2.3 Satisfaction

m
ll

fu

Satisfaction was measured using six items which were adapted from Wrestbrook
(1980) scales. Satisfaction scale items for this study are symbolized by SATIS, such as:

z
at
nh
oi

Statement

Coding

This experience of products and services of this company is exactly

SATIS19

z
vb

what I need.

If I could do it over again, I would choose products and services of

SATIS20

k
jm

ht

My choice was a wise one.

SATIS21

gm

This experience of products and services from this company has

SATIS22

om

l.c

ai

company.
worked out as well as I thought it would.

SATIS23

Lu

I’m sure it was the right thing for me to use products and service of

an
va

this company.

n

3.2.2.4 Customer Loyalty

15

(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

y

symbolized by LOYAL.

te

on the Luarn and Lin (2013) scales. Customer Loyalty scale items for this study are

re

In the veterinary industry, customer loyalty was measured using the seven items based

(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

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to

Statement

Coding

I will transact with company again for future needs.

LOYAL24

p
ie
gh

I will recommend other people to cooperate with company

LOYAL25

I will say positive things to other people about the products and

LOYAL26

do

w

services provided by company.

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a
lo

I will continue to cooperate with company even if the service charges

LOYAL27

d

th

are increased moderately.

u
yj

I have strong preference to company

LOYAL28

p
yi

I will keep cooperating with company regardless of everything being

an
lu
la

changed somewhat

I am likely to pay a little bit more for using the products and services

LOYAL29
LOYAL30

n
va

of company

z
at
nh
oi

m
ll
fu
The measurement scale for this study will be based on Likert scale ranging from 1 (totally
disagree) to 5 (totally agree).

z

(1): Totally disagree

vb
ht

(2): Disagree

k
jm

(3): Neutral

gm

(4): Agree

l.c

ai

(5): Totally Agree

om

3.2.3 Step 2: Pilot

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Pilot before quantitative research was conducted on five Vietnamese customer to finetune

an

y

16

(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

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the adjusted questionnaire, the research moved to next step.

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customers feedbacked the questionnaire as easy to understand. After the pilot conducted and

n

After this pilot, there are no changes in the key content of the questionnaire as most

va

some wordings and ensure statements are easy to understand and use layman language.

(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

3.2.4 Step 3: Quantitative study

tn
to

The quantitative questionnaire in thesis was developed basing on both applying the

p
ie
gh

theoretical background as well as the modified measurement items from qualitative

do

researches as stated. The research used five-point Likert scale with 1 mean “Strongly

w

n

disagree” to 5 means “Strongly agree”. In addition, before the full fieldwork for

a
lo

d

quantitative, a pilot test was conducted on 10 respondents to check if all the questions are

th
u

yj

clearly stated. Re-wording has been made accordingly. After adjusting the questionnaire

p
yi

an
lu
la

based on the feedbacks, the final quantitative questionnaire is presented in Appendix 1 (
English version) and Appendix 2 (Vietnamese version).

n
va

3.2.5 Sample size of Quantitative research

m
ll
fu

This research was conducted on a sample of 230 respondents conveniently selected.

z
at
nh
oi

Among those, only 207 ones meet the criteria respondents to answer the full questionnaire,
therefore, the final sample size used for the analysis is 207 respondents. A qualified

z

ht

vb

respondent must currently at the position of owner or manager who serves as operation and

k
jm

tactical level of a veterinary medicine agency and has been in business relationship with at

ai

gm

least one veterinary medicine company. The sample size must satisfy the rule of thumb by

om

l.c

Hair et all (2010) that the sample size should be at least 5 times the number of observed

Lu

variables. It measn that the minimum size must be (=5 x 2). The current sample size

an

quantity met this critetion.

va
n

The critetion for respondents are:

te

re

y

• Males or females
• Currently live in the southern of Vietnam (from Hue to Ca Mau province).

17

(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

agencies and stores in the Southern of Vietnam which spread from Hue to Ca Mau province.

th

u
yj

Questionnaire will be distributed to all the agencies and the face to face interview will be

p
yi

Among those

an
lu
la

executed to the consisting of owners or directors of these agencies.

respondents, there is around 90 % of the questionnaire qualified for the analysis.

n
va

Those are unqualified including unqualified questionnaire with skipping questions or

m
ll

fu

illogical answers or conflict answer. Those non-qualified questionnaire were removed out of

z
at
nh
oi

the main sample.
3.2.7 Questionnaire explanation

z
ht

vb

The final questionnaire was structure into 3 main parts

k
jm

• Screening: This part is to ensure the right qualified respondents selected. As the target

ai

gm

of the survey who currently is the manager or owner of a veterinary medicine agency

om

l.c

and has the business relationship with veterinary medicine companies. Those who are

Lu

not a manager or owner of any veterinary medicine agency will not go ahead

an

answering the questions.

y

18

(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam(Luáºn.vÄƒn).the.influence.of.relationship.quality.on.customer.loyalty.a.study.of.veterinary.companies.and.their.agencies.in.vietnam

te

parts to measure the impact of different factors of relationship quality on customer

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respondents agree with different statement in the questionnaire. Those are critical

n

va
• Main questionnaire: This part is asked to run the model to see the extension to which

(Luận văn) the influence of relationship quality on customer loyalty a study of veterinary companies and their agencies in vietnam

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