FPT UNIVERSITY

REPORT

STUDENTS SATISFACTIONS ON QUALITY OF VIETTELS TELECOMMUNICATION SERVICE.

Subject: Research Methods for Business Lecturer: Ms. Le Thi My Linh (Phd.; MBA; MA)

Student: 1. Nguyn Hong Nam 2. Nguyn Vn Trng 3. ng Th Linh

Hanoi, October 2013

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STUDENTS SATISFACTIONS ON QUALITY OF VIETTELS TELECOMMUNICATION SERVICE.

I. Research objectives

We research about satisfaction in quality of service. Especially students segmentation, which is a potential market area. The target of the proposed research project is to collect general information to address key questions below: 1. Which telecommunication services of Viettel are students currently using? 2. Why do students choose to use the viettel services? 3. Evaluate the level of your satisfaction toward each service students are using? 4. what are strengths of viettel over its competitors? 5. what are recommendation when using service?

II.

Research question Literature review

III.

1. DEFINITION OF CUSTOMER SATISFACTION Customer satisfaction, a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals." In a survey

of nearly 200 senior marketing managers, 71 percent responded that they found a customer satisfaction metric very useful in managing and monitoring their businesses. It is seen as a key performance indicator within business and is often part of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. "Within organizations, customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. . . . These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth marketing, which is both free and highly effective." Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and representative measures of satisfaction. "In researching satisfaction, firms generally ask customers whether their product or service has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When customers have high expectations and the reality falls short, they will be disappointed and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating than a budget moteleven though its facilities and service would be deemed superior in 'absolute' terms." The importance of customer satisfaction diminishes when a firm has increased bargaining power. For example, cell phone plan providers, such as AT&T and Verizon, participate in an industry that is an oligopoly, where only a few suppliers of a certain product or service exist. As such, many cell phone plan contracts have a lot of fine print with provisions that they would never get away if there were, say, a hundred cell phone plan providers, because customer satisfaction would be far too low, and customers would easily have the option of leaving for a better contract offer. There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms. 1.1 An overview of the thesis: customer satisfaction in Korean mobile telecommunication services Moon-Koo Kim,Myeong-Cheol Park, Dong-Heon Jeong,School of Business, Information and Communications University, Yusong-gu, Hwaam-dong, Taejon 305-348, South Korea). They have surveyors visited schools, homes and workplaces of the sample group to collect the data from March to April 2002. A total of 350 survey forms were distributed and all 350 were collected. Among completed survey forms, excluding those with omissions or with randomly repeated answers, there were a total of 306 valid survey responses. The research results show that the factors

set quality of service , these factors have a significant impact on customer satisfaction seems to be the call quality , value added services and customer support goods . factors significantly affect switching barrier appears to be the cost of such conversion loss costs , the cost of moving , and the relationships between individuals . The carrier must continue to develop incentive programs that customer specific compensation for customers , such as walking programs and discounts , to increase the cost and reduce the cost of moving . Furthermore, the relationship between individuals between suppliers and customers are the factors to retain customers , even when competitors try to win them over with lower prices or offer of facilities other . From these issues , the authors make recommendations to improve the recruitment and selection for Korean mobile telecommunications : mobile network to focus its efforts on the development of value-added services to increased enjoyment and convenience. In the area of customer support , providers must strive to minimize the ' inconvenience by quickly handle customer complaints of customers through a variety of systems and channels . , The relationship between individuals between suppliers and customers are the factors to retain customers , even when competitors try to win them over with offers lower prices or by other means . mobile networks to increase switching costs to increase customer lifetime value and customer retention , while the development and implementation of strategic marketing relationship orientation to strengthen interpersonal relationships with the customer . 1.2 With the development of the internet today, purchasing online is becoming more and more popular. It has become a common term among modern people, especially busy ones. However, not everybody always feel satisfied with what they actually get from the new service. Therefore, a survey was conducted to work out the level of satisfaction towards the service of purchasing online. As the targeted population is university students, a group of 100 students from different universities were involved in the survey. The result of the survey revealed that the majority of 83% students buy something online at least one time. On average, most of them often purchase through the internet and about 20% enjoy the service sometimes. None of the students asked always buy through this new way of purchasing. The volume and frequency of purchasing also vary among different types of products. 47% amount of purchasing is clothes and footwear. Cosmetic accounts for about 23%, voucher for food and entertaiment ranks the third, 19%, and the rest 11% is about some other products such as electronic. The frequency of purchasing is also in that order with clothes and footwear is purchased the most.

When asked about the level of satisfaction toward buying online, the students answered differently among aspects and types of products. On the whole, price and quality of the shipping service satisfy the students because they usually get good price and quick delivery. More than 80% students vote for high level of these two aspects, especially price. However, the quality of the products that customers get is another story. What is purchased most is not always what is the best. Only 19% said they very satisfied with the quality of the products among segment of clothes, footwear and cosmestic. The majority 69% of them said the level of fair satisfaction and even some appeared very disappointed with the quality. Food and entertainment voucher is not purchased online so frequently but it give the online buyer higher level of satisfaction with the product quality. 70% students said pleased or very pleased. Because buying online gives out different level of satisfaction, the likelihood that students come back and purchase online is not consistent. Although around 80% said they will continue to buy through the internet, the majority of them choose buy voucher only. Regarding to the other two groups of products, the minority of less than 20% said they would continue to buy online. Most of the students said that they would just get the information from the internet to consider and then they would come directly to the shops. They would prefer to see the products physically to evaluate before actually purchasing. 1.3 CUSTOMER SATISFACTION IN BANK FOR INVESTMENT AND DEVELOPMENT OF VIETNAM BRANCH IN HO CHI MINH

The reasons for select this topics Nowadays in the competitive environment, customers are determinants of the existence of the bank. Business strategies towards customers, is becoming the most important bank. Make satisfaction research bank, to regularly meet the needs of customers. From that BIDV can better serve our customers. Object and Scope of research

Subjects studied: group corporate clients and individual customers. Bank's target customers are local businesses. Because This is a group of potential customers aware of the financial, service quality of BIDV This is the group of regular customers with banking transactions Business has banking capital in recent years, since it is easy to understand the customer's needs The scope of the study: The customers are businesses and individuals have been using the services BIDV branch in HCMC Research Methods Survey Methodology: essays using the method of sample surveys through Survey questionnaire. Based on income data from the questionnaire survey, BIDV will analyze data with SPSS In addition, the thesis also uses statistical methods, synthesis, compared to accurate conclusions about the study. Conclusion Identified through the study of factors affecting the level of customer satisfaction, objectively evaluate the customer as well as the quality of banking services. Since then, the bank will have the appropriate improvements to enhance the operational efficiency of the bank and make guests feel comfortable when using the bank's services
IV.

Research methods
1. The research design used To collect data to answer these questions, the research will be structured design that includes both exploratory and descriptive research since it is looking the lever of satisfaction, attitudes as well as unsatisfied of customers. It will be exploratory since it is looking for possible improvements to the packages, and the perceived benefits and weaknesses of the current packages features. Respondents will fill out the survey within the presence of an interviewer. All Customer satisfaction survey questions will be pretested using a convenience sample to access clarity of instructions, questions and we will use in internet.

2. Definition and measurement of variables Variable Customer satisfaction Convenience in procedures Definition Customers reaction to the state of satisfaction Subscription and change procedures Measurement Overall satisfaction with the service, carrier Ease of subscribing and changing service Staff friendliness, when subscribing and changing Reasonability of price Variety of price schedule Possibility of freely choosing price schedules Call clarity coverage

Pricing structure

Pricing and price schedule

Call quality Customer support

Call quality according to customer perception

Customer support system Variety of customer and complaint processing support systems speed of complaint processing ease of reporting complaint friendliness when reporting complaint

3. Data collection The target population consists of students at the university of around HaNoi. This population frame is approximately 30 individuals around Ha Noi. The size is based on the likely response rate for the sampling method and questionnaire design.

V.

Findings

The sampling for this research was taken similarly with the ratios of viettel mobile. The demographic characteristics of the

respondents to this survey are summarized as follows. Gender composition is roughly half and half, with 53.3% of men and 46.7% of women.
17 demographic Frequency Percent Valid Percent Cumulative Percent women Valid man Total 14 16 30 10.7 12.2 22.9 46.7 53.3 100.0 46.7 100.0

- 4th year students (50%) seniors, 3rd year students( 46.7%) 2nd year students (3.3%) - packages used : Tomoto Bun lng ( new) 3.3% Tomato 23.3% Economy 5.7% student 6 66.7%. it express the number of student use student packages is highest. - subscription type : prepayments is highest ( 83.3%) Postpaid (16.7%)
Descriptive Statistics N 6 trong luc dam thoai khong bi rot mang 7 cuoc phi hop li va dung quy dinh 8 thu tuc hoa mang de dang 9 lam lai sim thay sim thuan tien nhanh chong 10 dich vu 3g nhanh va hop li 11 ban nhan duoc giai dap thac mac tu tong dai mot cach de dang, nhanh chong 12 nhan vien luon niem no than thien 13 viettel co nhieu doi moi ve chuong trinh khuyen mai 14 viettel co nhieu diem ho tro khac hang 15 dich vu viettel tot hon dich vu khac 30 30 30 30 1 1 1 1 5 5 5 5 3.50 3.13 3.47 2.97 .938 1.252 .937 1.129 30 2 5 3.57 .935 30 30 30 30 30 Minimum 1 1 1 1 1 Maximum 5 5 5 5 5 Mean 3.43 2.93 3.70 3.70 2.90 Std. Deviation 1.278 1.285 1.022 1.088 1.322

16 nhan vien viettel co ki nang lam viec chuyen nghiep Valid N (listwise) 30 30 1 5 3.13 .819

v cuoc phi hop li va dung quy dinh (2.93) mc hi lng ca khc hng l thp nht . trong kh 2 cu hi 8 thu tuc hoa mang de dang v 9 lam lai sim thay sim thuan tien nhanh chong l cao nht vi mean u bng 3.70.

Descriptive Statistics cho chng ta thy : dich vu 3g nhanh va hop li (2.90)

- comparison between male and female with voice quality and stability
waves, cost and procedures : p>0.05 no significant - comparison student very signifiantan with 12 nhan vien luon niem no than thien:
P= 0.018> 0.05

Student
2nd year students 3rd year students 4th year students

mean 3.00 4.00 3.07

Sig 0.018

VI. Conclusion and recommendations

The primary purpose of this study was to investigate the satisfaction levels of
students.

we summarize the conclusions reached on hypotheses we have formed in this study. First, viettel telecom must focus to service 3g and the cost , service Quality . In particular, mobile carriers must focus on service quality and offer customeroriented services to heighten customer satisfaction. Besides, among factors establishing service quality, the factors with a significant impact on customer satisfaction appeared to be roaming procedure, procedures change sim, customer
Support . This suggests that , according to customers perceptions, still retain their importance. develop customer reward programs that concretely compensate customers, such as mileage programs and price discounts, in order to increase loss

cost and move-in cost. Further, interpersonal relationships between carrier and customer are factors that retain customers, even when competitors try to win them over with lower prices or offers of other conveniences. Viettel need improve 3g speed and quality of call and carrying out relationshiporiented marketing strategies to enhance interpersonal relationships with customers.

VII. Limitations
-

conditions over short time so we only sample survey of 30 people we has not been objectively evaluate all students in Hanoi

VIII. reference
^ Jump up to: a b c d e f g h i j k Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; David J. Reibstein (2010). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance. Upper Saddle River, New Jersey: Pearson Education, Inc. ISBN 0-13705829-2. The Marketing Accountability Standards Board (MASB) endorses the definitions, purposes, and constructs of classes of measures that appear in Marketing Metrics as part of its ongoing Common Language: Marketing Activities and Metrics Project. Material used from this publication in this article has been licensed under Creative Commons Share Alike and Gnu Free Documentation License. See talk. Jump up ^ Kessler, Sheila (2003). Customer satisfaction toolkit for ISO 9001:2000. Milwaukee, Wis.: ASQ Quality Press. ISBN 0-87389-559-2. Jump up ^ "Gleansight Benchmark Report: Customer Feedback Management". Gleanster Research. 2010-11-01. Retrieved 2013-09-17. Jump up ^ Wirtz, Jochen and John E. G. Bateson (1995), An Experimental Investigation of Halo Effects in Satisfaction Measures of Service Attributes, International Journal of Service Industry Management, 6 (3), 84-102. Jump up ^ Retrieved from: Customer Satisfaction Measurement.

http://www.sciencedirect.com/science/article/pii/S0308596103001083
Telecommunications Policy

Volume 28, Issue 2, March 2004, Pages 145159 Growth in mobile communications

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Moon-Koo Kima, , , Myeong-Cheol Parkb, , Dong-Heon Jeonga,

a

Electronics and Telecommunications Research Institute, Yusong-gu, Gajeongdong, Taejon 350-305, South Korea
b

School of Business, Information and Communications University, Yusong-gu, Hwaam-dong, Taejon 305-348, South Korea

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