Khóa luận tốt nghiệp tiếng anh:THE INFLUENCE OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN THE FOOD BEVERAGE INDUSTRY IN VIETNAM: A CASE STUDY IN THE SYSTEM THE GIOI NGHIENG 2305 RESTAURANTS

1




THE INFLUENCE OF SERVICE QUALITY ON
CUSTOMER SATISFACTION IN THE FOOD &
BEVERAGE INDUSTRY IN VIETNAM: A CASE STUDY
IN THE SYSTEM THE GIOI NGHIENG 23
0
5
RESTAURANTS








Student name: Nguyen Manh Huy
Advisor: Dr. Pi Yun Chen
Co-Advisor: Dr. Ho Thuy Ngoc




A Thesis Submitted to the Graduate School of Finance
Shu - Te University
For the Degree of Master of Business Administration
Majoring in Finance

May 2014
2

Table of content

Chapter 1: Introduction
1.1 Research Background
1.2 Research Motive
1.3 Research Purpose
1.4 Research Procedure

Chapter 2: Literature Review
2.1 Review the service quality, perceived service quality, customer satisfaction
2.2 Relationship between Service quality and customer satisfaction
2.3. Review some Models used to analyze service quality and customer satisfaction

Chapter 3: Research Design
3.1 Selected model and reason to modify model
3.2 Research hypotheses
3.3 Measurement of Variables
3.4 Data Collection

Chapter 4: Research Result
4.1 Sample description
4.2 Reliability and Validity of Variable
4.3 Descriptive Statistics of Variable
4.4 Hypotheses test
4.5 Discussion

Chapter 5: Conclusion
5.1 Finding and Contribution
5.2 Implication
5.3 Limitation

References


3

Abstract


This research applies the development of the tool 22 in SERVQUAL model to evaluate the
quality of service customers receive in TGN23
0
5 restaurant system. Following past research
on the concepts and the operation of the construction quality of service received impact on
customer satisfaction, research steps undertaken to measure the satisfaction level of customers
in time of the study. Evidence of reliability and scale, the effectiveness of research and based
on analysis of over 300 studies research model. The study conclusions about the relationship
between quality of service received and customer satisfaction. Pointing out the expansion in

future research.

Keyword: service quality, customer satisfaction, SERVQUAL, food and beverage industry,
Thegioinghieng23
0
5 restaurant.




















4

Acknowledgments

First of all I would like to sincerely thank him (her) Department of Finance, Shu-Te
University, Taiwan, and the Faculty of International Training, Foreign Trade University in
Hanoi, Vietnam has dedicated teaching and impart knowledge, valuable experience during
Master of Business Administration Financial courses.
I would like to express special thanks to Dr. Pi-Yun Chen, who has been the subject
oriented and dedicated to guide and protect me during the course of this thesis.
I also thank Dr. Ho Thuy Ngoc who has created the best conditions, encourage and
cheer me during the process of learning and research to complete this final thesis.

5

Chapter 1: Introduction
This chapter will give the background of the research, present the motivation and the
research purposes.

During the past 10 years, especially since Vietnam joined the WTO 11/1/2007,
 economy has developed fast speed, along with an extensive international
integration on many areas, including the industries such as electronics, travel, culture and
cuisine, A lot of investors from around the world have invested factories, business
establishments in Vietnam. As of 31/12/2013, there were 1,530 new projects were granted
investment certificates, with total registered capital of U.S. $ 14.48 billion, up 66.8%
compared to the same period in 2012. Generally in by 2013, total newly registered capital and
increase the 22.35 billion, up 35.9% compared to the same period in 2012. (Foreign
Investment Department, Report 2013, />2013-2235-ty-usd.html).
The researchers was done nearly 10 years working in the field of restaurants, hotels;
business activities mainly in the food & beverage industry.
In the context of international integration and economic growth will impact and
change many elements in food industry, a question for researchers is: will such changes How
to habits of consumers in the industry; and how to measure the factors that influence decisions
and customer satisfaction in the food & beverage industry.
To find answers to these questions, the researchers began by learning about the history
of the culinary industry in the world and the current state of food & beverage industry in
Vietnam.

1.1. Research background
1.1.1 The industry of food and beverage worldwide
Based on the time available, the food and beverage industry appears earlier than the
most other industries. From primitive times, humans have known hunting and gathering to

ensure the survival, adaptation and development. Over millions of years of evolution and
development of human society and, food & beverage is still the most important needs for
every person, no matter in any country or culture in the world.
F&B is a common abbreviation for "Food and Beverage" in the United States
and Commonwealth countries, including Hong Kong. The sector/industry specializes in the
conceptualization, making, and delivery of food. Most F&B employees work in restaurants
and bars, such as at hotels, resorts, and casinos. Food & beverage (food & beverage that is
complete) is a special system of views and traditional cooking practices, often associated with
a particular culture. It is often named after the region or the current culture. A main dish is
influenced by the ingredients available locally or through trade, trade exchange. These colors
bring food religion has a strong influence to the cuisine.

6


Here are characteristic culinary culture of some countries in the world such as China,
Japan, France, It is the country with long-standing cuisine, typical of the region and affect
current much to the culinary culture of Vietnam.
Chinese cuisine originated from different regions of China and has spread around the
world. There is a huge cultural differences between different regions of China and thus lead to
the difference between the cuisine of regions of China. There are eight major culinary regions
in China: Anhui, Cantonese, Fujian, Hunan, Jiangsu, Shandong, Szechuan, and Zhejiang.
A meal according to Chinese cultural injured two main components: (1) supply of
flo    
              
somewhat different from the cuisine of northern Europe and the U.S., where people
considered meat or animal protein is the main food, and in common with most of the cuisines
of the Mediterranean region Hai, mainly based on the foods made from wheat, such as pasta
or cous cous.
Rice is the most important part of Chinese cuisine, however, many areas in China,

especially northern China, the products made from wheat, such as pasta and assorted
dumplings (as mantou) is dominant, as opposed to southern China where rice is the staple.
However, in many cases, the side dishes and rice is used later use as fried rice. Soup is often
used before and after a meal in South China. Chopsticks are eating utensils of China. (Chinese
cuisine. (n.d.). Retrieved from

Japanese cuisine is the cuisine originating from Japan. Japanese cuisine is not too
spicy abuse that highlights the emphasis on fresh flavors, pure natural food. Japanese dishes
often taste ethereal, gentle nature and consistent with each season. Due to the geographical
position are surrounded by four sea surface, seafood and seaweed make up the bulk of the
Japanese diet. Japanese staple food is rice; Japanese rice rolled in seaweed sheets of dark
green, making sushi, is considered Japan national implementation. In addition, food
processing soy has special significance in Japanese cuisine. Regarding drinks, famous for
degenerate Japanese tea, pure green tea powder by processing the teacher; Here are the main
             

ceremonies are also popular. In addition, Japanese cuisine also shows subtle aesthetic thinking
and ingenuity of the cook when furnished with only a few pieces at a corner of the dishes, so
diners can see beauty of food items containers.
       -   five colors, five
measures. Includes five tastes: sweet, sour, bitter, salty. Iridescence have: white, yellow, red,
green, black. Grammar is: life, security, grilled, fried and steamed. Compared with other
countries, Japanese cuisine is almost never used spices. Instead, we focus on the pure taste of
the food ingredient: fish, seaweed, vegetables, rice and soybeans. (Japanese cuisine. (n.d.).
Retrieved from
/>%BA%A3n)
7

France is a country of culinary art and exquisite richness. The French gourmet and
very seriously about eating. French cuisine is famous for wines, cheeses and dishes such as

snails and foie gras fat. Each region has its very own uniqueness. Eastern had crepes, Saumur
wine and cider. Northern champagnevoi famous brands such as Veuve Cliquot, Roederer,
Heidseik, Moët & Chandon, Laurent-Perrier Central to many types of cheese, cognac
and white wine Sancerre. Southwest with fatty foie gras and Bordeaux wine brand.
Particularly Paris is very famous for its coffee and cafes. Coffee here in species diversity as
well as serving form.
The traditional French dishes used a lot of fat. Tod

, the son of the city of Arras. (French
cuisine. (n.d.). Retrieved from

Characteristics of each cuisine differ about the origin of food, spices, processing
techniques, the side dishes, However, there are similarities in the cuisines of the countries
in the world are valuing the sequence of dishes throughout the duration of a meal. This is the
foundation for the development of elements of service, characteristics of the meals served.
Along with the rapid growth of the tourism industry, the development of the food
industry contribute to the birth of many systems of hotels, restaurants, fast food outlets around
the world such as Intercontinental, Accord ; Burger King, McDonald, KFC, Starbucks Coffee,
Today, visitors and locals can enjoy the culinary specialties of the different cuisines at his
regional visit and live.
The easy option and there are many more options with the well-known culinary
product makes consumers tend to pay more attention to factors such services as on-time
delivery, and service style, the important care center, From this starting stage where quality
of service is seen as part of the process of consumer products cuisine.

1.1.2 The industry of food and beverage in Viet Nam
Culinary Vietnam is calling the method of cooking, spice blending principles and
general eating habits of Vietnamese people in the country of Vietnam. But most have some
differences, culinary Vietnam still implied generalized to refer to all the popular dishes in the
community of ethnic minorities but were relatively common in the Vietnamese community.

Additionally Vietnam territory is divided into three distinct regions, North, Central
and South. Main characteristics of geography, culture, ethnicity, climate regulation the
specific characteristics of each region cuisine - domain. Each domain has a sharp taste
characteristics. That contributed to Vietnam rich culinary diversity. This is a cultural food
uses a lot of vegetables (boiled, fried, making pickle, eaten raw); types of water especially
sour soup, while the number of nutritious foods from animals less often. What kind of meat is
used most commonly pork, beef, chicken, geese, duck, crawfish, fish, crabs, snails, mussels,
clams, oysters, etc. These dishes from the less common meats such as dog meat, goat meat,
turtle meat, snake meat, turtle meat usually not the main source of meat, sometimes
considered specialty and is only used during a certain festival associated with drinking
alcohol. The Vietnamese also have a number of Buddhist vegetarian dishes made from plants.
8

A few more characteristics also distinguish cuisine Vietnam with other countries:
Vietnam cuisine focuses delicious but sometimes do not set goals is a leading food
supplements. So in the Vietnamese system of culinary dishes very little fussy, stewed security
techniques like Chinese cuisine, also not in favor of aesthetic garnish altitude as Japanese
cuisine, but in favor of coordination spice mix in a subtle way to get delicious food, or using
tough materials, Enjoy crispy interesting though not really fat supplements (such as bamboo
dishes.
Cuisine of Vietnam 9 features:
1. Sociability or diversity;
2. As little fat;
3. As of flavor;
4. As the sum total of many qualities, many;
5. As tasty and healthy;
6. As with chopsticks;
7. Community or collectivity;
8. Hospitality;
9. As the wheels move.

Vietnam Cuisine featuring the middle of mixing ingredients not too spicy, too sweet
or too fatty. The extra ingredients (spices) to Vietnam processed foods are abundant.
Didier Corlou - chef of the Sofitel Hotel in Vietnam cuisine is family. He enjoy
exploring to find out about special sauces available in all daily meals Vietnam regardless of
budget or luxury. He went through a lot of land famous for fish sauce, perceived and
experienced countless interesting stories (source: />gia-noi-ve-am-thuc-viet-862.html)
According to Dr. Nguyen Nha - Institute of Food Research Vietnam, Vietnam cuisine
took root natural, delicious and healthy again recently. Very little fat, less meat, more
vegetables and fruits. From the raw material to the accompanying spices, are also eaten fresh.
During cooking, the Vietnamese prefer boiled, steamed to retain the natural taste of food.
(source: />gia-cho-am-thuc-va-pho-viet/)
While enjoying the food, mixing nature a synthetic material above become clearer as
Vietnamese people rarely eat any particular food, enjoy each dish, which is usually a meal
totality food meal from start to finish. A new feature of Vietnam cuisine that other countries,
especially Western countries do not have the spicy sauce. Fish sauce is frequently used in
most dishes of Vietnam. There are also sauces like soy sauce, soy sauce (soy). Sauce bowl of
9

rice on a platter to share, from past to present as bold taste more dishes taste better
characterized and characterization of close-knit community of Vietnamese people.
Despite the above general definition, cuisine Vietnam have different characteristics in
each region, though in each region of the sub-regional cuisine also shows characteristics.
Northern cuisine is often not the bold spicy, fatty, sweet in other areas, primarily
using diluted fish sauce, shrimp paste. Use more vegetable dishes and fresh seafood readily as
shrimp, crab, fish, clams, mussels etc and generally, ancient traditions have poor agriculture,
Northern cuisine at prevailing before the main dish with raw meat, fish. Many people
appreciate a cuisine Hanoi, said that it is the most typical representative of the culinary elite
northern Vietnam with the pho, bun thang, bun cha, the Round gift as nuggets, rolls cake
Thanh Tri etc. and special spices like belostomatid oil, basil Lang.

Southern Cuisine is where much influenced by Chinese cuisine, Cambodia, Thailand,
are characterized by a merchant or use more sugar and coconut milk (juice and coconut water
creep). This cuisine also spawned numerous kinds of dried fish (Such as colorful fish sauce,
fish sauce dropout, three aspects sauce etc). Southern cuisine is also used more seafood than
saltwater and brackish North (fish, shrimp, crabs, sea snails), and very special to the rustic,
typical of a time to expand the country now they have become more specialties: TAL coconut
water voles, bats attractive welcome, cobra green bean porridge land, track, dirt road or street
dates, Vop pallet, snakehead trui etc.
Food in Central region to all of its special nature expressed through distinct flavor,
spicy and salty foods more than food north and south, blended colors rich, brilliant, natural
color red and dark brown. The central cities like Hue, Da Nang, Binh Dinh famous sauce with
shrimp and tomatoes the kind of shrimp sauce. In particular, the influence of Hue cuisine from
royal cuisine, so very picky in processing and presentation. On the other hand, do not have
much local produce royal cuisine that requires a large amount of food, every kind of
processed materials are very diverse with many different dishes.
With 54 ethnic groups living in diverse geographic regions throughout the country,
every ethnic cuisine of the ethnic communities in Vietnam have separate identities. Many of
these little dishes known in other nations, such as pork mixed phèo young life of Highland
peoples. However, many dishes have become specialties of Vietnam and the country was
known as the South dropout sauce, egg rolls (Cao Bang, Lang Son), consistent Coong cake
(Tay ethnic group), Pig milk and honey roast duck hook, humiliation Lang Son password,
tomato soup, porridge bee larvae, longer pho effervescent, trying to win, grill dishes of the
Thai sticky rice, meat, sour Thanh Son, Phu Tho, etc.
Characteristics focus is more delicious food supplements, along with typical culinary
Vietnam sociable nature and community, these things are more or less influenced style of
dining Vietnam. This represents at most restaurants in Vietnam are open to serve customers in
the sale of the curb, street, corner, with style mainly self-service, low service requirements.




Accor
all its character gradually known to many in other countries like South Korea, Laos, China
and European countries have Vietnamese community occupant. You can easily find
10

restaurants Vietnam in the United States, Canada, France, Australia, Czech Republic,
Germany, Poland and Russia. Net Vietnamese dishes like pho, spring rolls and special spices
such as shrimp paste, basil is very popular in the east Asian region, including Vietnamese,
live. However cuisine Vietnam in countries around the world have more or less hybridized
with the native cuisine, or reducers, changing to better suit the taste of local communities
around the world.
In the context of global economic integration, Vietnam joined the World Trade
Organization WTO 11/1/2007, become a member Economic Cooperation Forum Asia -
Pacific APEC dated 15/11 / 1998, Vietnam targets of the integration period is 2020 to expand
bilateral cooperation, multilateral, comprehensive cooperation in the fields of politics,
economy, society with all partners and friends around the world.
Also during this period, more than 10 years ago, along with the achievements in the
fields of politics - society, economy, Vietnam has also changed markedly, especially in the
field of real estate, construction, commercial, a lot of commercial office complex, new
urban centers, shopping centers, entertainment was formed and developed. Along with the
formation and development of many fast food chains, restaurant cuisine with famous brands
in the world such as KFC, Burger King, McDonald, Lotteria, or domestic brands emerging
in Vietnam as: Seoul Garden, SumoBBQ, Highland Coffee, Long Dinh Restaurant,
Thegioinghieng 23
0
5 Restaurant,

1.1.3. Introduce about the Thegioinghieng 23
0
5 restaurants

The Thegioinghieng 23
0
5 restaurant system under Thanh Long Co.,Ltd. the offices in
P307A - An Sinh building - Cau Dien Ward - Nam Tu Liem District - Hanoi. The main fields
of activity of the Thanh Long Co.,Ltd.: restaurant business, providing mobile catering
services, food supply organic and clean food, has almost 200 employees working at the
Thanh Long Co., Ltd.
The Thegioinghieng 23
0
5 restaurants system includes three restaurants: The
Thegioinghieng 23
0
5-My Dinh restaurant, The Thegioinghieng 23
0
5-Me Tri restaurant and
The Thegioinghieng 23
0
5-Phuc Dien restaurant. These are all well-known restaurant, leaving
a strong impression with diners by the food product diversity, richness, room service, caring
and training space most unique architecture in Hanoi.
In December 2007, the first Thegioinghieng 23
0
5 restaurant established at address:
235 Le Duc Tho Street, My Dinh commune, Tu Liem district, Hanoi city, known nicknamed
23
0
5-ishment new restaurant has made a strong
impression that the space unique architecture, delicious food is incredible. After a short time
the restaurant has become the largest restaurant in the district of Tu Liem. Located Stadium
My Dinh National 500m long, with spacious grounds, parking areas should facilitate

Thegioinghieng-My Dinh is the first choice of customers in the region. Features of the
restaurant's biggest architectural space "strange" and "unique" to run around the lake
restaurant, with red tile roofs combine antique decorative lighting, deep, luxurious dining

woods, in the sea" come from all regions of the country.
11

The Thegioinghieng 23
0
5-Me Tri restaurant was established in April, 2012 at 235, the
Me Tri road, Me Tri commune, Tu Liem district, Hanoi city (Opposite Big C-The Garden,
The Senior Urban Mannor). Located within walking distance of the National Conference of
about 1000m with extensive parking and convenience, along with the rich variety of dishes,
culinary specialties of the region created great attraction for customers. Coming with
Thegioinghieng 23
0
5-Me Tri, you will feel a cool space with a combination of stilt houses,
lakes, gardens, restaurant architecture in harmony with the natural course.
Thegioinghieng 23
0
5-Phuc Dien restaurant was established in August 2012 at 235, the
Van Tien Dung road, Phuc Dien Commune, Tu Liem District, Hanoi. As the restaurant has
the largest area in the space sector and most unique architecture in Tu Liem district, along
with an extensive menu, introduced from many famous chefs in Hanoi, restaurant
Thegioinghieng 23
0
5-Phuc Dien location is attractive to many customers.
Customers of the restaurant Thgioinghieng 23
0
5 quite diverse: from children to the

elderly, working in state agencies and freelance business, both male and female, living in
Hanoi and other provinces; however the main focus age from 25 years to 45 years, customers
mainly Vietnam, less foreign customers, who often come in and work near the restaurans.
Currently, in doing this research, the Thanh Long Co., Ltd. has invested
Thegioinghieng 23
0
5 new restaurant in a location near the Noi Bai International Airport,
scheduled to open in May 7/2014. Due to near Noi Bai International Airport to the new
restaurant will have the opportunity to welcome more international visitors to come into
operation officially.

1.2. Research motive
The appearance of continuity, diversity of many food products come from cultures
different culinary world and Vietnam contributed to the food industry in the country
flourished, especially in about 10 years. Eating habits of consumers and also changing very
much influenced cuisine styles from around the world. Today, as in a store or restaurant,
customers not only enjoy good food, drinks appealing but also receive care, enthusiastic
service attentive restaurant staff. The concept of service quality and customer attention and
prompted many more. Increasingly, service quality factors become increasingly important,
 decision when choosing dining venues.
Quality catering only be accurately assessed through the perception of the consumer
         tion, the process of
creating and consumer services occurred almost identical in space and time. Therefore, the
quality of catering services only through accurate assessment of customer perception. The
customer is a member, and no shortage of direct involvement in the evaluation process. They

  
restaurant products.
For customers not directly consumer products will not be able to accurately assess the
quality of customer service. From this characteristic that the restaurant managers want to

accurately assess the quality of services provided to their restaurant stood on customer
12

perception of consumers directly, to learn and respect the requirements and wishes of the
client.
Quality catering services depends on the quality of the implementation conditions of
food service restaurants: the implementation process of restaurant services should be based on
the facilities of the restaurant and the waiter directly in the restaurant. Visitors came to the
restaurant just for the purpose of eating, just to satisfy psychological. Guests always want to
be in a comfortable space, luxury and enthusiastic service attentive. Therefore, customers also
rely on facilities and human factors of the restaurant to assess the quality of services
restaurant. Employees want to complete customer service work should have appropriate
equipment to better serve the customer. If the restaurant does not equip the staff and
equipment necessary to fully staff the staff work hard to ensure attentive customer service.
Thus, quality catering services subject depends on the quality of the conditions for the
provision of services. The facilities of the restaurant to achieve comfort, luxury and modern.
The aesthetics of the restaurant and the safety of the installation, the equipment used must be
commensurate with rank of restaurant.
Therefore, assessment of the quality of customer service of the restaurant is the most
 perception of food service that offers restaurant is good, the level
of customer satisfaction as high.
Quality of service in the restaurant in Vietnam, especially in Hanoi and the northern
provinces is quite different than the southern provinces and the restaurant chain by opening
foreign investors in Vietnam. These studies and surveys on service quality in restaurants in
Vietnam in general and Hanoi in particular have not been clearly indicate the relationship
between quality of service received and customer satisfaction.
Based on customer perspective is most important, all efforts are towards customer
satisfaction, food industry needed a specific study on the factors affecting the quality of
service and image impact of service quality to customer satisfaction.
Therefore, a specific study on the impact of service quality to customer satisfaction in

the Thegioinghieng 23
0
5 is required. The study results indicated besides the relationship
between service quality and customer satisfaction can contribute to improve and enhance the
service quality and increase customer satisfaction in restaurant food Hanoi in Vietnam and
across the country.

1.3. Research purposes
The purpose of the study is to apply modify SERVQUAL, based on the SERVQUAL
model (Parasuraman et al., 1988) model to study the effects of service quality to customer
satisfaction in the culinary industry in Vietnam through specific case studies at the
Thegioinghieng 23
0
5 restaurants.
This study focuses at three main purposes:
- First, to measure the level of satisfaction of existing customers;
13

- Second, to identify the key factors affecting customer satisfaction using
quantitative methods;
- Third, to measure the magnitude of the impact of factors affecting customer
satisfaction.

1.4. Research procedure
• Step 1: Identify problems of customer satisfaction in the food and beverage industry in
Vietnam and the relation between service quality and customer satisfaction.
• Step 2: Literature review on service quality and customer satisfaction and the relation
between the two.
• Step 3: Modify the model applying based on the SERVQUAL model.
• Step 4: Data Collection for customer satisfaction in the food and beverage industry in

Vietnam as a whole and in the Thegioinghieng 23
0
5 restaurants.
• Step 5: Data Analysis.
• Step 6: Research Findings.
• Step 7: Conclusion.













14

Chapter 2: Literature review

This chapter will define what are the service quality, perceived service quality, customer
satisfaction and introduce some previous service quality models; moreover, it will describes
the details of SERVQUAL model.

Stemming from research engines and three research purpose of this thesis, the research
to find out the title of the main factors, which include: Service Quality, Perceived service


Based on these studies, the impact materials have on service quality on customer
satisfaction in the food & beverage industry in the world, researchers would like to
examine it in Vietnam market. Wishing additional aspects that previous studies have not
addressed in market cuisine and beverages Vietnam.
In particular, during the study, the researchers found no project of this research in
Vietnam.

2.1. Review the service quality, perceived service quality, customer satisfaction
2.1.1. Service quality
For a long time, many researchers have tried to define and measure service quality.
For example, Lehtinen & Lehtinen (1982) for the quality of service must be judged on two
aspects, (1) the service provider and (2) the results of the service. Grönroos (1984, p.36) also
proposed two components of service quality, including (1) technical quality, which is what
customers receive and (2) functional quality, interpretation services are available What level.
However, when it comes to service quality, we can not fail to mention the huge contribution
of Parasuraman & et al (1988, 1991). Parasuraman & et al (1988, page 17) defines service
quality is the degree of difference between the expectations of the consumers of services and
their perceptions about the results of service. These authors have initiated and used qualitative
research and quantitative expertise to build and scale components of service quality (called
SERVQUAL scale). SERVQUAL scale was adjusted and tested in many different types of
services. Finally SERVQUAL scale consists of 22 variables to measure five components of
service quality, such as: reliability, responsiveness, assurance, tangibles and empathy.
Parasuraman & et al (1991) asserts that the SERVQUAL scale complete service quality,
achieve value and reliability, and can be applied to all different types of services. However,
each specific service sectors have their own characteristics. Many other researchers have also
tested this scale with many types of services as well as in many other countries. The results
showed that the components of service quality is not consistent with each other in each sector
and each service different markets (Bojanic, 1991; Cronin & Taylor, 1992, p.125; Dabholkar
& et al, 1996; Lassar & et al, 2000 , Mehta & et al, 2000; Nguyen & et al, 2003).
It is showed that quality of service industries including food and beverage (restaurant

chain case TGN23
0
5) includes the following components: reliability, accessibility, the ability
to serve of personnel, empathy, and tangible media. To conclude, due to the characteristics of
15

each type of service should researchers have to adjust the SERVQUAL scale to suit each
particular study.

2.1.2. Perceived service quality
Parasuraman and his colleagues (1988, p.17) defined perceived service quality as 
 judgment about the superiority or excellence of a  and confirmed the
five-dimension model.
Gronroos (2000, p.395) has given three elements having impacts on service quality,
which are: functional quality, technical quality and corporate image. Functional quality deals
with the relationship between provider and customer in a service performance. In comparison
with technical quality, functional quality is more important as functional quality decided the
way technical quality if delivered to customers.
Omachonu,Johnson and Onyeaso,2008) explained that according to the American
Customer Satisfaction Index (ACSI), customer expectations are evaluated by asking the
customer to recall the level of quality they expected on the basis of their knowledge about
service or goods and actual experience with a goods or services.
The gap between perceived and expected quality can be well measured
by SERVQUAL (Hamer, 2006). Hence,Perceived Service Quality = Service Perception 
Service Expectation.

2.1.3. Customer satisfaction
Customer satisfaction with products and services is understood as the satisfaction of
customer transactions in the period directly and can now be understood as dealing with the
presence or absence of human Members provide services. Research on customer satisfaction

for two types of service transactions described above will help organizations find strategic
services to serve customers most effectively, and help businesses attract, maintain and
growing number of loyal customers, thereby enhancing the competitiveness of enterprises as
well as local. As summarized by the researchers, the increasing satisfaction of customers will
generate emotional states associated with a service brand, not only create psychological
factors in purchasing decisions of customers.
Motto of the company is to satisfy the business needs of the customer because the
customer revenue and profitability of the company. When customers are satisfied with the
goods or services of the companies they buy the ability to continue to purchase very high.
Moreover, when they are satisfied they tend to speak well of the companys services to other
customers. The consumer satisfaction for the emotional service for company business services
based on each contact or dealings with that company (Bitner & Hubbert, 1994).
Service quality and satisfaction, though the two concepts are different but closely
related to each other in the study of services (Parasuraman & et al, 1988). The previous
studies have shown that quality of service is the cause of satisfaction (eg Cronin & Taylor,
1992). The reason is related to the quality of service delivery, and satisfaction were assessed
only after using the service. If quality is improved but not based on the needs of the customer
16

is never satisfied with the customer service. Therefore, when using the service, if customers
perceive high quality service, then they will be satisfied with the service. Conversely, if
customers perceive lower service quality, it will not appear satisfied. On this basis, we
hypothesized as follows: The relationship between service quality dimensions of industries
including food and beverage, and satisfaction with the service food and beverage industry.

2.2. Relationship between Service quality and customer satisfaction
In relating customer satisfaction and service quality, researchers have been more
precise about the meaning and measurements of satisfaction and service quality. Satisfaction
and service quality have certain things in common, but satisfaction generally is a broader
concept, whereas service quality focuses specifically on dimensions of service. (Wilson et al.,

2008, p.78). Although it is stated that other factors such as price and product quality can affect
customer satisfaction, perceived service quality is a component of customer satisfaction
(Zeithaml et al. 2006, p. 106-107). This theory complies with the idea of Wilson et al. (2008)
and has been confirmed by the definition of customer satisfaction presented by other
researchers.
The literature review shows latest researches up to 2011 on the relationship between
customer satisfaction and service quality. The researches in this area have been covered so far
as below:

service quality.
              
SERVQUAL model.


2.3. Review some Models used to analyze service quality and customer satisfaction
2.3.1 ACSI
The American customer satisfaction Index (ACSI) is an economic indicator that
measures the satisfaction of consumers across the US economy. Its is produced by the
American customer. Satisfaction Index, a private company based in Arm Arbor, Michigan.
The ACSI was started in 1994 by researchers at the National Quality Research center,
a research unit within the university of Michigan, in cooperration with partner at the
American society for quality in Mlwaukee, wsconsin and CFI group in Ann Arbor.
The ACSI was based on a model originally implemented in 1989 for the Swedish
economy called the Swedish customer.
Satisfaction Barometer (SCCB), both the swedish version and the ACSI were developed by
Claves Fornell, now Donald Ccook professor of business administration at the university of
Michigan, and chairman of CFI group.
17

Fig. 1. The ACSI (American customer satisfaction model)
The ACSI uses customer interviews as input to a multi-equation economic model
developed at the University of Michiss. The ACSI model embeds
customer satisfaction within a service of cause and effect relationships. In the model, indices
for the driver of customer satisfaction are on the left side (customer expectations perceived
quality and perceived value), customer satisfaction (ACSI) is in center and the outcomes of
customer satisfaction are on the right side. (Customer complaints and customer loyalty,
including customer retention and price tolerance).
The indicated (shown in the diagram below) are multivariable components measured
by several questions that are weighted within the model. The question assess customer
evaluations of the determinants of each index. Indices are reported on a 0 to 100 scale. The
survey are modeling methodology quantifies the strength of the effect of the index on the left
to the one to which the arrow points on the right. There arrows repr 
ACSI model is self  weighting to maximize the explanation of customer satisfaction (ACSI)
on customer loyalty. Looking at the indices and impact, users can determine which driver of
satisfaction, if improved, would have most effect on customer loyalty.

2.3.2. The ECSI model
ECSI (European Customer satisfaction Index) is an analytical tool, designed to
provide a sound basis for selecting the right marketing strategy. With ECSI the company can
find out which factors most important to the creation of customer satisfaction and loyalty.
ECSI was intiated by the EU commission in colabordition with the European
organization for qualities (EOQ) along with a network of universities and business school.
ECSI technical committee has developed the method of analysis which is so called
economictric model and causality analysis.

The EU orginally innitiated the development of ECSI heavily inspired by the US,
where a similar tool (ACSI) has been very successful. That tool was developed by Swedish
Perceived

quality
Customer
Loyalty
Customer
Complaints
Customer
expectations
Perceived value
Customer
satisfaction
(ACSI)
18

professor Claes Fornell, one of the world leading experts in the measurement and analysis of
customer satisfaction and loyalty.









Fig. 3. The ECSI (European Customer Satisfaction Index) model.


2.3.3 The original SCSB

The original SCSB model (Fornell, 1992), shown in Fig. 1, contains two primary

          
product or service, and customer expectations regarding that performance. More specifically,
perceived performance is equated with perceived value, or the perceived level of quality
received relative to the price or prices paid. Quality per dollar or value is a common
denominator that consumers use to compare brands and categories alike (Emery, 1969). The
basic prediction is that as perceived value increases, satisfaction increases.

The other antecedent of satisfaction is how well the customer expected the product or
service to perform. Customer expectations are defined as that which a customer predicts

Boulding, Kalra, Staelin, & Zeithaml, 1993).







Image
(Pereceived Quality-
Product)
Perceived Quality-
Services
Perceived
Value
Customer
Satisfaction

Loyalty
Expectations

19
















Fig. 1. The original SCSB (Swedish Customer Satisfaction Barometer) model

The original SCSB includes a relationship from complaint behavior to customer
loyalty. Although no prediction is made regarding this relationship, the direction and size of

service and complaint handling systems (Fornell, 1992). When the relationship is positive, a
firm may be successfully turning complaining customers into loyal customers. When
negative, complaining customers are predisposed to exit.

2.3.4. Nordic model

In this model, Gronroos determined perceived quality based on a comparison between
expected quality and experienced quality of the buyers. On the right side of the image, both

technical and functional aspects play significant role in enhancing experienced quality. While
most people come to service providers to meet their technical needs, the manner in which
service is delivered gives a more enduring memory.
Company image is the only factor that appears in both sides of the model, meaning it
has the power to both customer expectation and perception. According to Gronroos,
organization has to work on both sides of the model to give customer a best satisfaction: not
only trying their best to provide customer with better service quality everyday but also
controlling expected quality at an acceptable and achievable level.
Perceived
Performance
(Value)
Customer
Expectations
Customer
Satisfaction
(SCSB)
Customer
Complaints

Customer
Loyalty
20


Figure 2.4: Nordic model
Source: Gronroos, 1984


2.3.5 SERVQUAL model
Servqual or parter is a service quality frame work. Servequal was developed in the mid

 1980s by Zeithaml, Parasuraman & Berry. Servqual means to measure the scale of quality in
the service sectors.
Servqual was orginally measured on 10 aspects of service quality. It measures the gap
            
expectations.
Servqual has its detractors and is considered overly complex, subjective and
satistically unreliable.
The ten determinants that may influence the appearance of the gap were:
1. Compertence
2. Courtesy
3. Credibility
4. Security
5. Accessibility
6. Communication
7. Knowing the customer
21

8. Tangibles
9. Reliability
10. Responsiveness
By the early 1990s, the authors had refined the model to the useful acronym RATER:
1. Reliability
2. Assurance
3. Tangibles
4. Empathy
5. Responsiveness

The simplified RATER model however is a simple and useful model for quantitatively
exploring and 
delivery organizations.

Tangibles quality
Reliability Quality
Pesponesiveness
Quality
Assurance quality
Empathy quality
Perceived service
quality
22

Fig3. RATER model
The parasureman, Zeithaml, and Berry (1988) theory of the determinants of perceived quality

23

Chapter 3 - Research Design

This chapter provide research model, the reason why to modify the SERVQUAL model and
the way of data collection and how the data shall be analyzed.

3.1. Selected model and reason to modify model
3.1.1 Modified model

This study uses and modifies the SERVQUAL model of Parasuraman et al (1988) due
to:
-The study to measure current customer satisfaction level using quantitative approach.
- The study wants to evaluate the influence between service quality and customer
satisfaction in the F&B industry in Viet Nam;
- The study wants to find out how service quality affect to customer satisfaction.




Tangibles are the physical evidence of the service, for instance, the appearance of the
physical facilities, tools and equipment used to provide the service; the appearance of
personnel and communication material and the presence of other customers in the service
facility.
24

Accessibility is the ability of service provider (location, parking area, operating hours
 can best use the services.
Reliability is the ability to perform the promised service in a dependable and accurate
manner. The service is performed correctly on the first occasion, the accounting is correct,
records are up to date and schedules are kept.
Responsiveness is to the readiness and willingness of employees to help customer in
providing prompt timely service, for example, mailing a transaction slip immediately or
setting up appointments quickly.
Assurance are the knowledge and courtesy of employees and their ability to inspire
trust and confidence.
Empathy is caring individualized attention the firm provides to its customers.
Perceived service quality can be defined as the customer's perception of the overall
quality or superiority of a product or service with respect to its intended purpose, relative to
alternatives.

Customer satisfaction is understood as the satisfaction of customer transactions in
the period directly and as dealing with the presence or absence of human members provide
services.

3.1.2. Reason to modify model
According to previous studies in this sector service restaurant chains, hotels, the
ability can approach greatly contributes to the choice of the customers as well as quality of
service customers receive.
Moreover, in order 
           
Ogorelc 1998).
In fact, there are not many customers of restaurant choices in access difficulties and
move to, as well as struggling to parking at the restaurant, especially during peak hours and in
zones Ha Noi inner suburbs. Therefore accessibility is important factor in choosing a
restaurant, and affects quality of service.
Therefore, in this study, I have more marginal accessibility model SERVQUAL model
aimed at measuring the impact of accessibility to quality of service received.

3.2. Research hypotheses
The purpose of this study is to confirm the relationship between service quality and
customer satisfaction.
25

For organizations or any individual, appearance is always important. There should be
a confirmation of whether appearance of facility, service staff or necessary equipment to
perform the task has influence on customer satisfaction. H1: Tangibility has a positive
impact on perceived service quality.
The accessibility of customers is one of the important factors to perform service
quality. It has a major influence on customer satisfaction as to the restaurant. H2:
Accessibility has a positive impact on perceived service quality.

Reliability is rated as one factor in the quality of service. It affects customer

H3: Reliability has a positive impact on perceived service quality.
Responsiveness has always been regarded as an important factor of the service
          H4:
Responsiveness has a positive impact on perceived service quality.
Assurance is necessary to assess its effect on customer satisfaction, through a
quantitative manner in order to provide a clear and exact result with reliable numbers. H5:
Assurance has a positive impact on perceived service quality.
Empathy also helps to express sympathy and respect to customer. These hypothesis
show positive statement, therefore it fits the positive of the questions in my survey. H6:
Empathy has a positive impact on perceived service quality.
As the customers do not satisfy with the service of TGN23
0
5, the customers will
complain/claim the service of TGN23
0
5. H7: Perceived service quality has a positive
impact on customer satisfaction.

3.3. Measurement of Variables
I set up questionaire and will deliver to customers. The questionaire shall be based on
the factors in the following table:

Variable
Measure
Questionnaire
Tangibles
Equipment
1. TGN23

0
5 has up-to-date equipments.
Physical facilities
2. TGN23
0
5's physical facilities are
visually appealing.