Assessment of customer satisfaction on service quality at the vinpearl land

RESEARCH PROJECT
(BMBR5103)


ASSESSMENT OF CUSTOMER SATISFACTION ON
SERVICE QUALITY AT THE VINPEARL LAND



STUDENT’S FULL NAME : TRAN KIM NGAN
STUDENT ID : 023636470
INTAKE : March, 2013
ADVISOR’S NAME & TITLE : Dr. PHAN DINH NGUYEN








September, 2014
ASSESSMENT OF CUSTOMER SATISFACTION ON
SERVICE QUALITY AT THE VINPEARL LAND

Advisor’s assessment

Advisor’s signature
ASSESSMENT OF CUSTOMER SATISFACTION ON
SERVICE QUALITY AT THE VINPEARL LAND

ABSTRACT
I hereby declare that this is my own research. The data the essays are honest, by the
authors collected and analyzed. Content quote specify the origin leads them. These

data and the results of the thesis is true and never been published in any other
scientific work.
In the course of researching this subject the author has been the help of a many
friends, teachers, and organizations and individuals.
Through this thesis, I first would like to thank sincerely and expressed deep
appreciation to the Management Board of the University of Nha Trang, Chairman
of the Board Department of Economics, and all my colleagues, research methods
during learning Research Business Method. I would like to express my deep thanks
Dr. Phan Dinh Nguyen, has helped me to implement the project with enthusiasm
love and full responsibility of a teacher. All my classmates provide documents, and
the contribution invaluable in the process of researching the subject. Sincere thank
you to the team, who were closely K08A class Left to me during the course and
practical advice to successfully completed the course. I also did not forget to thank
the collaborators, the friends helped interview, coding, data entry and data
verification. Please send my heartfelt thanks to family and relatives were of great
help during the process of learning and scientific research.


ASSESSMENT OF CUSTOMER SATISFACTION ON
SERVICE QUALITY AT THE VINPEARL LAND

CONTENTS
CHAPTER 1 OVERVIEW 1
1.1 Introduction 1
1.2 The necessity of the subject 2
1.3 Objectives of the study 3
1.4 Methodology and scope of research 4
1.5 Practical significance of the subject 4
1.6 Introduction briefly about amusement parks Vinpearl Land, Nha Trang.
4

1.7 Structure research 9
CHAPTER 2 BASE MODEL THEORY AND RESEARCH 10
2.1 Introduction 10
2.2 Quality of Service 10
2.2.1 Definition 10
2.2.2 Characteristics of services 11
2.2.3 The perceived gap in service quality 11
2.2.4 Quality of Service Measurement 13
2.3 The customer satisfaction 15
2.4 Service quality and customer satisfaction 15
2.5 The relevant research. 17
2.6 Research model and hypotheses 18
CHAPTER 3 METHODOLOGY 21
3.1 Introduction 21
3.2 Study Design 21
3.3 Adjustment Scale 23
3.3.1 Measuring service quality SERVQUAL 23
3.3.2 Measure customer satisfaction 28
3.4 Official Research 28
3.5 Summary 29
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CHAPTER 4 FINDINGS 30
4.1 Introduction 30
4.2 Description of the sample 30
4.3 Clean Data 31
4.4 Preliminary Assessment Scale 32
4.5 Cronbach alpha reliability coefficient 33
4.5.1 Scale factors affecting users 33

4.5.1.1 rating scales into the "trusted" 33
4.5.1.2 Rating scale components "meet" 33
4.5.1.3 Rating scales into the "ability to serve" 34
4.5.1.4 Rating scale components "sympathetic" 34
4.5.1.5 Rating scale components "tangible medium" 34
4.5.1.6 Rating scale component "cost" 35
4.5.2 Scale of customer satisfaction 35
4.6 Factor Analysis EFA discovery 36
4.6.1 Scale components affecting customer satisfaction 37
4.6.2 Scale of customer satisfaction 42
4.7 Adjusting the research model 42
4.8 Implement testing 44
4.8.1 Analysis of correlation and linear regression 44
4.8.1.1 Consider the matrix correlation coefficient (r) 44
4.8.1.2 Inspection of models and hypotheses 44
4.8.2 Inspection of non-parametric Kruskal - Wallis and testing
Bonferroni 51
4.8.2.1 Descriptive Statistics for Likert scale scales drawn from the 51
4.8.2.2 Testing 55
4.9 Summary 57
CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS 59
5.1 Introduction 59
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5.2 Research Results 59
5.2.1 The measurement model 59
5.2.2 Theoretical Models 61
5.3 Recommendation 61
5.3.1 Solutions for "tangible medium" 62

5.3.2 Solutions for "ability to serve" 62
5.3.3 Solutions for "image" 62
5.3.4 Solutions to the 'cost' 63
5.3.5 Solutions for "trust" 63
5.3.6 Solutions for "empathy" 63
5.4 Limitations of the study and directions for further research 64
REFERENCES 65


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CHAPTER 1 OVERVIEW

1.1 Introduction
The service sector is increasingly demonstrating an important role in the development
of the country. Along with the integration process and the structural shift of the world
economy, the value of the services sector increasingly large proportion of the total
domestic product (GDP) of each country.
In our country, the service industry is constantly evolving and demonstrates the role
important role in the development of the economy in general, which is expressed in
the expansion of the service sector especially in the context of economic integration and
development International - commercial, alongside traditional services such as
transport, postal and security insurance is the form of new services such as finance,
telecommunications, science - technology, advertising, investment advisory, legal,
entertainment has really put into service important economic sector in the overall
development of the economy of our country. Location and the role of services is also

reflected in the growing number of sectors international business involved more
services. Realizing the importance of service, academic researchers around the world
has focused on this area since the early 1980s (eg Grönroos 1984). In Vietnam South,
the income of consumers increasingly demand improved for fun entertainment which
also increase. This will not only be most keenly felt in the major cities such as Ho Chi
Minh City, Hanoi, Da Nang, Vung Tau, but also both Nha Trang. At Nha Trang, there
are now a lot of entertainment as Vinpearl Land, Wonderpark, Phu Dong Park,
Diamond Bay, Suoi Hoa Lan, current resorts, amusement parks has been invested in
upgrading expansion project to add more fun, exciting new entertainment to attract
more domestic and foreign tourists come here. When amusement parks development,
Vietnam consumers increasingly have the opportunity to choose where to be able to
satisfy your needs best, and they also becoming more demanding by requiring higher
specific manner service personnel and equipment of the amusement parks. Therefore, to
create Customer satisfaction for amusement parks to constantly improve the quality
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service to keep old customers and attract new customers. Then a The big question:
Where is the element of this type of service thrives how can we measure this
satisfaction? To answer the questions, many researchers around the world have focused
on the agreed chronic customer, quality research services and find out the scale, the
indices help companies measure and to better meet customer needs. Normally for
tangible products, the consumers easily measured and evaluate the quality of the
product is quite easy because based on shape product design, packaging color In
other words, consumers can touch, smell, look or taste before you buy. But for an
evaluation service quality of its products is more difficult because the production and
consumption occur simultaneously. According to marketing theory, the services of the
particular services and nature helps us discern the tangible product. That is: Invisibility:

most services are considered intangible products. Services can not touch or grasp, no
specific shape such as a product. Heterogeneity: the service is not stable, because it
depends on the implementation, timing and location of such services. Calculate the
integral: services are usually produced and consumed simultaneously. If service is
performed by a person who is providing the service department. Both the supplier and
the customer will affect the results of that service. Parasuraman & CTG (1985) off-line
study of service quality and many researchers to be fairly comprehensive. The
researchers made scale consists of five components, which are (1) the reliability, (2) the
ability to meet, (3) level of empathy, (4) the ability to serve, (5) Tangible means and is
referred to as SERVQUAL scale (Parasuraman & CTG 1994). The scale is
SERVQUAL key tool in marketing services to assess quality. Parasuraman & CTG
(1994) have continuous scale testing and reviewing different theories, and for that
SERVQUAL scale is achieved reliability and value and can be applied in a the different
services. However, numerous studies have demonstrated that components of service
quality varies from different backgrounds such as services, markets, etc (eg Bakakus
& BOLLER 1992, Behara & CTG. 2002).
1.2 The necessity of the subject
We know that services account for a large proportion of the economy our country.
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Especially in recent years in sectors such as tourism, recreation, resort, the more is
invested thrive typical provincial city such as HCMC, Hanoi, Nha Trang, Da Nang,
Quang Ninh, this development confirmed that the tourism potential of the country is
very large. The reality of tourism are now leaving the visitors only once and only to one
or to select a other countries to come, so enough to show that the quality of services in
this sector is is a very urgent problem requiring managers of businesses businesses in
the service sector should have remedies to please the tourists coming here. Nha Trang is

a very attractive destination for tourists. Only in Spain Page has nearly 10 amusement
parks and tourist resorts to choose from. And a destination that can not be ignored
amusement parks Vinpearl land, where was chosen as many events held in the country
and the largest annual international tourists coming very crowded, especially in the
tourist season. For a number of tourists every great year so surely they feel satisfied
with the quality of our services here? So What factors make the customer feel happy in
this VCGT area? And why a of visitors to a time and will not come back? What makes
customers feel dissatisfied with VCGT this area? From the above reasons I decided to
choose the theme: "Assessing satisfaction customers about service quality entertainment
at the Vinpearl Land ".
1.3 Objectives of the study
As presented, the model SERVQUAL scale has been tested in many markets and many
different countries. However, many research results for see the quality of service,
quality models and quality scales instead differ by country and each type of service. In
our country the study of nature quality service and customer satisfaction is not much,
even in the stub. More In addition, the measure has not achieved high reliability for
scientific research This behavior is often directly measure the latent variables instead of
variables related surveys to measure the latent variables. For the reasons stated above
concerns, this study aims to explore the part of a service quality and measure them at
amusement parks Vinpearl Land. Specifically: 1 Assess the level of customer
satisfaction with service quality in the entertainment 2 Identify the factors affecting
customer satisfaction of the quality services at amusement parks 3 Proposed measures
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to improve service quality at amusement parks in the future.
1.4 Methodology and scope of research
This theme focused on the factors that impact on satisfaction clients in the

entertainment and comply with two key steps: research preliminary and formal study.
Preliminary studies were carried out by qualitative techniques. Technical focus group
discussions were used in the study and it is used to explore the factors affecting
customer satisfaction added goods and scale theory of the impact factor of satisfaction
customers and then building models and formal research to make false
theoretical research. Research is done formally through direct interview techniques
to clients in the entertainment, particularly in the entertainment Vinpearl Land with a
sample size of 180 domestic tourists. This study aimed to purpose of inspection and
measuring scale model theory. The scale is calibrated Preliminary reliability with
Cronbach alpha coefficient and factor analysis to discover and distribution multiple
linear regression analysis through processing software SPSS statistics to assessment
scale model testing and research.
1.5 Practical significance of the subject
Given the increasingly complex and severe competition in the market service marketers
seek to improve the quality of services themselves. For the purpose of assessing
customer satisfaction with quality services and to identify factors affecting customer
satisfaction in the entertainment, the results of this research will directly help the
business units and management travel services Vietnam grasp the factors of service
quality services greatly affect customer satisfaction. Since then, the business unit get a
more comprehensive view of service quality, better concentration in accounting plans to
improve service quality and resource allocation, as well as stimulating staff to improve
service quality. On this basis, the business unit recreation areas will gradually created
customer loyalty – background basis for competitive advantage. Finally, this study
could be the reference for students of marketing and business management theory and
quality of service satisfaction customers.
1.6 Introduction briefly about amusement parks Vinpearl Land, Nha Trang.
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Vietnam the globe known as a land of hidden beauty Tropics. With gracefully curved
strip S-shaped land hugging Mysterious Indochina, Vietnam easily captivates the
tourists coming here. Coming to Vietnam, visitors will not only enjoy the endless
beauty nature has generously endowed this country, but also to learn about the muscle
layer both traditional culture and modern extremely rich people Vietnam. And, one of
the highlights of Vietnam tourism is Nha 6 Trang (Khanh Hoa). To Nha trang, just like
you have lost and a fairy domain. With typical tropical climate, Nha Trang brilliant
with blue sea, white sand, sunny yellow. City tourism beautiful and poetic sea, was
dubbed the "fresh flower arrangements brilliantly located on the east coast "," The
sunny deck. "It is no coincidence that more than 100 years ago, the talented scientist
Alexandre Yersin has decided to leave Magnificent Paris, Nha Trang to stick with until
his death. Nha Trang Bay is ranked 1 of 30 most beautiful bays in the world; when
flowing through here, sea currents suddenly blend together, creating a "common house"
for all species reside, proliferate. Bay Nha Trang is not only rich in natural resources,
beautiful scenery, but also associated with strokes cultural beauty of the sea and the
address cultural tourism unique and attractive And the story of Nha Trang is now
continued by the name of Vinpearl Land, the Vinpearl Resort & Spa, a sparkling pearl
in the crown of the female royal sea. Just after 5-7 minutes watching the sea canoe runs,
or 13 minutes to enjoy the full scene from Nha Trang Vinpearl cable car, cable cars
crossing the world's longest; travel guests were arriving Vinpearl Land - The Pearl of
Vietnam. Located in the northern part of Hon Tre Island, leaning against Dam Mong
Mountain and towards Nha Trang Bay, Vinpearl Land is complex leisure travel 5 star,
world class, but the comfort and its modern without losing the wild beauty, charm of an
island Pearl Islands, lying between the most beautiful bays in the world category.
Vinpearl Land has modern style, both imbued with national identity. If, as a Western
definition Modern mainstream use in interior structure, manner and form of service,
operation the definition of traditional oriental here is the curved roof soaring in the
sky, the roof folds tile or thatched huts with traditional materials, space in a peaceful
village Vietnam; is a space open to natural However mob in every moment. Just open

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the window to welcome the wind and lean on the balcony to watch the sunrise from the
beach, you will feel the peace average flooded around and discovered an "open khoag
lag" of their own. Visitors to Vinpearl Land will be at the resort 5 star hotels Vinpearl
Resort and Spa. With 485 guest rooms with stunning architecture, of which 17 suites
and 2 Presidential Suites, the resort can satisfy even the most discerning guest by giving
them the comfort, privacy and convenience and perfect service. Vinpearl Resort and
Spa also has a long natural beaches 700m and the most beautiful Nha Trang system
modern outdoor pool with an area of more than 5,700 m2 (the largest in Southeast Asia)
are located between coconut trees, lawns, gardens Besides green is the health care
services, in Viet Spa and Beauty recreation programs, sports tourism combined for all
ages. system diverse restaurants here will meet all your culinary needs from the
characteristic flavor Vietnam to the Asian style, the other European. At Vinpearl Land,
many cultural events - entertainment, particularly competitions great beauty of Vietnam
and the world as Miss Vietnam, Miss World Vietnamese, Miss Earth, Miss Universe
has been held. Therefore, external identifier beloved "Pearl of Vietnam", then this place
is also known as "The island of beauty", "island paradise" With a length of 3.320m,
Cable Car Vinpearl cable car is the longest sea crossing
world. This cable system has an average altitude is 40 meters and is 60 meters high,
compared with sea surface. With 9 pillar shape and Effel tower-like structure, is lit
laser at night, Vinpearl cable car tourists go back and admire as a tourism wonders of
Nha Trang. From the ideal height, sitting in the cabin, visitors can enjoy the panorama
of the beautiful city of Nha Trang curving beaches embraced by the city of the sea, as
well as admire heavenly beauty of Nha Trang Bay, one of 29 well-known and beautiful
bays world. Vinpearl Cable Car 60 cabin categories 8 seats with carrying capacity 1000
- 1500 passengers / hour. Travel time during the tour about 12m / trip, with a velocity

6m / s. Can operate safely in wind level 7. Next is an amusement park, was designed as
an independent system but continuous and harmonious place beside system Vinpearl
Resort & Spa, parks Vinpearl Entertainment is built on an area of 200,000 m2 with a lot
of works Modern and unique, including modern items, serve the needs of entertainment,
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explore the site and visitors, can be equal to the amusement park progress of the
countries in the region and Asia. Guests love the water games will be absolutely
satisfied with Vinpearl Water Park. This is a fresh water park beach party first and only
Vietnam's most 60,000m2 wider, opening two world alive with fun the slip lane thrills
or relaxed beach of pure white sand long shore 450m. Visitors can just relax on the
white sandy beach, but you can also participate in activities in lively amusement water
park. The system in this game is divided into areas such as parks adventure games,
family games area and water games area for children. The games at Vinpearl Water
Park:
1 Region 1 adventure game (Real Thrill 1)







2 Games Area for children (Kiddie Pool)
3 Lake creates waves (Wave Pool)
4 lazy river (Lazy River)
5 Games area and adventurous family 3 (Family Area and Real Thrill 3)

6 Beach Sandsilk
7 Green Bay Restaurant (Blue Lagoon Restaurant)
8 Shop World Water (Water World Souvenir shop)
To meet the need to explore the world under the ocean, visitors can go to the aquarium.
With an area of over 3,400m2, Vinpearl Underwater is an ocean shrink with more than
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300 species of beautiful fish, rare and exotic atmosphere is divided by region different
scenes around the world: Aquarium North Asian climates, areas marine climates of
Asia, Aquarium Amazon climates, Zone marine coastal climates When Vinpearl
Underwater sightseeing, tourists will be moved by the escalator in a tunnel under the
sea is meticulously designed to create a feeling attractive, mysterious. In the space
referendum present, there are so many beautiful fish, rare and fancy imported from
Vinpearl Land many countries and for the first time in Vietnam. Vinpearl Underwater
be invested constructed to modern technology, meeting the stringent requirements of
technical standards technical, technological world of aquarium operations. The entire
campus 1 Aquarium is a 2 storey block Sheath author. Advantages of Aquarium
Vinpearl in place, it is a system of closed farming technology, and has a tunnel visitors
led, modern and beautiful. So far, Vinpearl Underwater still holds the record as the
largest Aquarium in Vietnam. A place not to be missed when you arrive it is the country
music scene. With a capacity of over 5000 seats and movable stage where performances
music, great art sound, superb lighting and modern. Every night, you can come and
enjoy the musical performances with the support of laser light is extremely unique.
With a beautiful location and infrastructure investment Modern, this has always been

the choice venue for cultural events – social great for national and international, such as
Miss Vietnam 2006, Charming Vietnam 16 Finalists of Miss Vietnam World 2007, Part
Competition "Queen of Vinpearl - Miss Universe 2008 and many major programs
other. In order to keep the memories of their vacation here visitors can buy beautiful
items of coastal features in shopping malls. Get inspiration from the ancient town of
Hoi An serene and romantic, Vinpearl brought Mall gave visitors a sense of bold color
space combines traditional sophistication with modern lines while strolling through the
booths here. Shopping Street, with total area of more than 6.000m2 with booths from
area flexible 24. 160m2. Our products are mainly sold in the mall is the item page
health, fashion, luxury cosmetics, famous in Vietnam and around the world, the
material flow concept, decoration and traditional specialties from all over the village,
the countryside of Vietnam.
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1.7 Structure research
Project structure is divided into 5 chapters. Chapter 1 introduces the general about the
research topic. Chapter 2 presents the theoretical basis of the quality of services and
entertainment services from which to build models and physical measurements
measured theoretical research. In Chapter 3 presents the research methodology to lick
scale and the theoretical models and hypotheses proposed. Chapter 4 presents methods
of analyzing information and research results. Finally, chapter 5 summary off the main
results of the study and propose suggestions for play area Rest to overcome these
limitations exist to help entertainment areas this more satisfied the fastidious customers
and plans to attract more tourists more history here.

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CHAPTER 2 BASE MODEL THEORY AND RESEARCH

2.1 Introduction
Chapter 1 presented an overview of the research topic. Chapter 2 of this series About
the theory of service quality, customer satisfaction and the concept concerned has
been built and developed world. At the same time, this chapter
also give theoretical models and theory building research.
2.2 Quality of Service
2.2.1 Definition
Service quality is the issue managers are more interested tron the trading session today.
A good quality product is not necessarily if customers choose to purchase services,
together with products that are rated as low. Currently there are many different
definitions of service quality, but it is generally the definition of service quality is what
customers sense. Each customer awareness and demand for different individuals should
perception of service quality is also different. According to Juran (1988), "quality is
conformance to requirements". According to Feigenbaum (1991), "the quality of
customer decisions based on actual experience with the product or service, is measured
based on the customer requirements, these requirements can be raised or not raised,
consciousness or simply perceived, subjective or entirely anonymous professional and
always represent targets in a competitive market. " According to Russell (1999)
"Quality shows the superiority of goods and services services, particularly to reach the
level that it can satisfy all your needs and ensure an customer focus ". According to
Lehtinen & Lehtinen (1982) for the quality of service must be evaluated on two aspects,
(1) the service provider and (2) the results of 12 services. Grönroos (1984) also
suggested two areas of service quality, which
(1) technical quality and (2) functional quality. Technical quality what is important to
the quality of service and voice functions they are How is served. However, perhaps

Parasuraman & CTG (1985, 1988) are the pioneers in service quality research in a
specific market and cost information. According to Parasuraman & CTG for that
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service quality is the assessment Comprehensive attitude towards service excellence.
2.2.2 Characteristics of services
The service has a number of characteristics or properties by which we distinguish from
and other tangible goods. It has been recognized that some services have specific the
following:
Invisibility: The intangible nature of services that can not touch or hold catch, no
specific shape, such as a physical product. Heterogeneity: Here refers to the different
levels implementation services. Means that services can be ranked from very poor to
very perfect. The essential issues and quality of service may vary according to the
waiter, customer comments and service time. Basically, the variation in services and
also prone to occur more frequently than the non- suitability of tangible products,
because the service level of human interaction very high. This feature makes
standardized services become more difficult. Calculate the integral: This feature was
referring to the difficulty in distinction between the creation of a service and service
users. Some services are not be separated into two stages: forming stage and stage use
it. the creation establishment and utilization of most services occur simultaneously.
2.2.3 The perceived gap in service quality
Quality perceived by customers affected by the comparison between the expectations
and the level of customer received. However, perhaps Parasuraman & CTG 13 (1985,
1988) is a model who made five service quality gap the other researchers around the
world to accept and use the most.

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Figure 2.1: Model of service quality

(Source: Parasuraman & CTG (1985: 44, quoted according to Nguyen Dinh Tho &
CTG 2003) The first gap occurs when there are differences of customer expectations
the quality of service and service managers feel about customer expectations goods.
The fundamental point of this difference is due to the company not knowing all services
What features make the quality of their services and how
transfer them to customers to satisfy their needs. The second gap occurs when services
company in trouble convert their perceptions of customer expectations of the
characteristics quality of service. In many cases, the company can always convert any
customers' expectations, but the company was not always able to convert this
expectation the specific criteria for quality and delivery them according to schedule
customer expectations. The main cause of this problem is the expertise
the service staff as well as demand fluctuates too much of the service. There times of
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high demand for services as the company could not meet. Tuesday spacing occurs when
employees transfer transaction services customer service according to criteria to be
determined. During the service, the staff who have direct contact with clients and play
an important role in the create quality programming. But not always, and all staff are
able to completing tasks according to the criteria set out. Distance Wednesday, media
and advertising and the impact of information on customer expectations of service
quality. The promise of the programadvertising, promotions can increase customers'

expectations but will also reduce the quality that customers feel when they are not
comply with what was promised. Thursday gap occurs when there is a difference
between quality expectations by the customer and the quality that they perceive. Service
quality depends Thursday in the distance, once customers see no difference between the
quality they expect and the quality they perceive as a service consumer for the quality
of service is considered to be perfect. CTG & Parasuraman (1985) suggested that
service quality is a function of range Distance from 5th 5th depend on the distance
before, ie is the distance of 1, 2, 3, 4 Therefore, to bridge the gap 5th or increase service
quality, service managers must strive to shorten this gap. Model of service quality,
according to this study can be performed to as follows: CLDV = F {KC_5 = f (KC_1,
KC_2, KC_3, KC_4)} 15 In particular, the quality of service CLDV and KC_12345 is
the quality gap 1,2,3,4,5.
2.2.4 Quality of Service Measurement
Currently there are many different scales used to measure and assess the quality
services, they are consistent with each specific service and all have a point demonstrate
that the general level of satisfaction that customers feel when they use service. But
perhaps Parasuraman & CTG (1985) who conceptualizedchemical components of
service quality perceived by customers to be able to Design a measurement scale it. The
researchers said that any services, quality of service perceived by clients can be
described into 10 sectors, That is:
1 Trust (reliability) say the ability to make appropriate service and on time limited right
the first time.
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2 Response (responsiveness) to speak the desire and willingness of staff
providing catering services for customers.
3 Capacity to serve (COMPETENCE) speaks qualified to perform service services.

Professional competence is necessary for employees with customer contact, staff
directly providing services, research ability to capture information related need for
customer service.
4 Reach (access) involves facilitating easy for customers in access to services such as
shortening the waiting time of customers, service sites and opening hours convenient
for customers.
5 Calendar (courtesy) says the affable service, respectful, and friendly
with customers.
6 Communication (communication) related to communication, communication to
customers every language they can easily understand and listen to them on the issues
explained to them as services, costs, settlement of complaints and inquiries.
7 Trust (credibility) says the ability to create customer confidence, making customer
confidence in the company. This ability is reflected by its name and reputation
company, the personality of the service personnel to communicate directly with
customers
8 Safety (security) related to the ability to ensure the safety of customers, expressed
through the physical safety, financial, and information security.
9 Understanding customers (understanding / Knowing the customer) shown by the
ability power to understand the needs of our clients through understanding nhungdoi
asked customer's personal interest in them and identify customers frequently.
10 Tangible Media (tangibles) expressed through looks, outfits of the
waiters, catering equipment service 10 models of quality components such services
have the advantage of many most general aspects of a service. However, this model has
the drawback the complexity of the measurement. Moreover, this model is theoretical,
there may be many components of quality of service model does not achieve values
distinction. Therefore, the present study has been repeatedly tested models and came to
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the conclusion that service quality consists of 5 basic components, which are:
1 Trust (reliability): represented by the ability to make appropriate and timely services
duration from the first time.
2 Response (Responsiveness) expressed his desire and willingness of the waiters
provide timely service to customers.
3 Capacity to serve (Competence) expressed qualified and provide service polite,
affable with customers.
4 Empathy (empathy): showing care to each individual client goods.
5 Tangible Media (Tangibles) expressed through dress, appearance of staff waiters,
catering equipment service.
2.3 The customer satisfaction
Satisfaction is the degree of status of a person feeling stems from comparing the results
obtained with the expectations of the person (Kotler 2001). Expected to be considered
desires or expectations of the people. It originates from individual needs, previous
experience and external information, such as advertising, word of mouth information
from friends and family. Individual needs: formed from human cognitive desired
agreement chronic needs something like communication, eating,.
Satisfaction is the consumer's reaction to the estimation of the difference between
previous expectations (or standards for the possible out) and the expression of the real
as an acceptance after using it. According to Bachelet (1995: 81) defines customer
satisfaction as a emotional reactions of clients responded to their experiences with a
product or service. According to Oliver (1997): Satisfaction is the consumer's response
to to get the desired response. This definition implies that satisfaction the satisfaction of
the consumer in the consumer product or service services. Because it meets their
expectations, including the level of response the expected level and below the desired
level.
2.4 Service quality and customer satisfaction
There are many different views about the level of customer satisfaction (Oliver 1997).
Bachelet (1995: 81) defines customer satisfaction as a response emotional nature of the

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customer responded with their experiences with a product product or service. Normally
the service business is often said that the quality of services The main service is the
level of customer satisfaction. However, many studies show that service quality and
customer satisfaction are two concepts assigned Special (Zeithaml & Bitner 2000).
Customer satisfaction is a general concept general, say their satisfaction with the
consumption of a service. Meanwhile, the quality services focused on specific
components of the service (Zeithaml & Bitner 2000). Quality services related to the
service provider, and the agreement Chronic appear only after the customer has used the
service. So, when customers use of services and perceived higher quality of service,
they will be satisfied with services and vice versa, when customers perceived service
quality is low, they dissatisfied. Theoretical model is presented in Figure 2.1 shows the
relationship between components of service quality as well as the ability to explain
parts of the This part of customer satisfaction.

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Figure 2.2 Model of service quality and customer satisfaction

(Source: Nguyen Dinh Tho & CTG 2003)
2.5 The relevant research.
As stated above, the model in the scale component of quality SERVQUAL of
Parasuraman & services CTG. has been the study of how world applications in

measuring service quality and customer satisfaction customers in many different service
areas; and even in Vietnam market model meet This research was also researchers in
measuring applications service quality of different types of services. Specifically:
Nguyen Dinh Tho and his team (2003), has carried out research: Measuring Measuring
service quality outdoor recreation in Vietnam, this study theory was based on quality of
service, theory of measurement and assessment scales available on the world market
and research discoveries in the market for fun outdoor recreation in the City. The results
of this study provide a model scale and quality of services performed theoretical model
the relationship between components of quality service and satisfaction levels.

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Figure 2.3 Model of service quality and customer satisfaction in the outdoor
recreation in the City

(Source: Nguyen Dinh Tho & CTG, 2003)
The final results of this study show that in the resort market outdoor recreation, quality
of service consists of 4 components, which are (1) the degree reliability, (2) the level of
response, (3) the degree of empathy, and (4) physical media. Results also showed that
to create customer satisfaction for the level of response and
tangible media are two factors priority.
Meet
reliable
empathy
Media ownership
Figure
Satisfaction

2.6 Research model and hypotheses
In the field of business services, the quality of service is a factor important a strong
impact on customer satisfaction. One of the scales measuring service quality is widely
accepted SERVQUAL scale is was created in the mid-1980s by Parasuraman. This is a
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measurement scale multi-pronged, consisting of 5 components as described above
which are: reliability; response; energy to serve; empathy; tangible media. This study
focused testing theoretical models and hypotheses about relationship between the
components of service quality to customer satisfaction customers using entertainment
services here. In addition to five basic components of SERVQUAL scale, according to
study discover (through technical focus group discussions) found that satisfaction
customers are affected by component "cost" dih case, therefore, the This part is also
brought into the model of research topics. In summary, the model of Parasuraman
SERVQUAL scale model construction is selected as platforms combined with research
and discovery (cost components and service capability also affects satisfaction) to build
a model study
study of the subject. Based on theory, research and related analysis, work author
proposed research model and hypotheses are as follows:
Figure 2.4: Model of proposed research