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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 studentssegmentation, which is a potential market area.

The target of the proposed research project is to collect general information to address keyquestions 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

III. Literature review

1. DEFINITION OF CUSTOMER SATISFACTION

Customer satisfaction, a term frequently used in marketing, is a measure of how products andservices supplied by a company meet or surpass customer expectation. Customer satisfaction isdefined as "the number of customers, or percentage of total customers, whose reported experiencewith a firm, its products, or its services (ratings) exceeds specified satisfaction goals." In a survey

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of nearly 200 senior marketing managers, 71 percent responded that they found a customersatisfaction 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 isseen as a key differentiator and increasingly has become a key element of business strategy.

"Within organizations, customer satisfaction ratings can have powerful effects. They focusemployees on the importance of fulfilling customers expectations. Furthermore, when theseratings dip, they warn of problems that can affect sales and profitability. . . . These metrics quantifyan important dynamic. When a brand has loyal customers, it gains positive word-of-mouthmarketing, which is both free and highly effective."

Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able dothis, firms need reliable and representative measures of satisfaction.

"In researching satisfaction, firms generally ask customers whether their product or service has metor exceeded expectations. Thus, expectations are a key factor behind satisfaction. When customershave high expectations and the reality falls short, they will be disappointed and will likely rate theirexperience as less than satisfying. For this reason, a luxury resort, for example, might receive alower satisfaction rating than a budget moteleven though its facilities and service would bedeemed 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 thatis an oligopoly, where only a few suppliers of a certain product or service exist. As such, many cellphone plan contracts have a lot of fine print with provisions that they would never get away if therewere, 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 customersatisfaction for firms.

1.1 An overview of the thesis:

customer satisfaction in Korean mobile telecommunication services Moon-KooKim,Myeong-Cheol Park, Dong-Heon Jeong,School of Business, Information and

Communications University, Yusong-gu, Hwaam-dong, Taejon 305-348, South Korea). They havesurveyors visited schools, homes and workplaces of the sample group to collect the data fromMarch 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 repeatedanswers, there were a total of 306 valid survey responses. The research results show that the factors

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set quality of service , these factors have a significant impact on customer satisfaction seems to bethe call quality , value added services and customer support goods . factors significantly affectswitching barrier appears to be the cost of such conversion loss costs , the cost of moving , and therelationships between individuals . The carrier must continue to develop incentive programs thatcustomer specific compensation for customers , such as walking programs and discounts , to

increase the cost and reduce the cost of moving . Furthermore, the relationship between individualsbetween suppliers and customers are the factors to retain customers , even when competitors try towin them over with lower prices or offer of facilities other . From these issues , the authors makerecommendations to improve the recruitment and selection for Korean mobiletelecommunications : mobile network to focus its efforts on the development of value-addedservices to increased enjoyment and convenience. In the area of customer support , providers muststrive to minimize the ' inconvenience by quickly handle customer complaints of customersthrough a variety of systems and channels . , The relationship between individuals betweensuppliers and customers are the factors to retain customers , even when competitors try to win themover 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 andimplementation of strategic marketing relationship orientation to strengthen interpersonalrelationships 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 andentertaiment 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.

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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 buythrough 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 ban

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

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Subjects studied: group corporate clients and individual customers. Bank's target customers are l

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 addit

the thesis also uses statistical methods, synthesis, compared to accurate conclusions about the stud

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 feelcomfortable 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 designthat includes both exploratory and descriptive research since it is looking thelever of satisfaction, attitudes as well as unsatisfied of customers. It will be

exploratory since it is looking for possible improvements to the packages, andthe perceived benefits and weaknesses of the current packages features.Respondents will fill out the survey within the presence of an interviewer. AllCustomer satisfaction survey questions will be pretested using a conveniencesample to access clarity of instructions, questions and we will use in internet.

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2. Definition and measurement of variables

Variable Definition Measurement

Customer satisfaction Customers reaction tothe state of satisfaction

Overall satisfaction withthe service, carrier

Convenience inprocedures

Subscription and changeprocedures

Ease of subscribing andchanging service Stafffriendliness, whensubscribing and changing

Pricing structure Pricing and priceschedule

Reasonability of priceVariety of price schedulePossibility of freelychoosing price schedules

Call quality Call quality according tocustomer perception

Call clarity coverage

Customer support Customer support systemand complaint processing

Variety of customersupport systems speed ofcomplaint processingease of reportingcomplaint friendlinesswhen reportingcomplaint

3. Data collection

The target population consists of students at the university of around HaNoi. Thispopulation frame is approximately 30 individuals around Ha Noi. The size is basedon 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. Thedemographic characteristics of the

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respondents to this survey are summarized as follows. Gender composition is roughly half andhalf, with 53.3% of men and 46.7% of women.

17 demographic

Frequency Percent Valid Percent Cumulative

Percent

Valid

women 14 10.7 46.7 46.7

man 16 12.2 53.3 100.0

Total 30 22.9 100.0

- 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 Minimum Maximum Mean Std. Deviation

6 trong luc dam thoai khong

bi rot mang30 1 5 3.43 1.278

7 cuoc phi hop li va dung

quy dinh30 1 5 2.93 1.285

8 thu tuc hoa mang de dang 30 1 5 3.70 1.022

9 lam lai sim thay sim thuan

tien nhanh chong30 1 5 3.70 1.088

10 dich vu 3g nhanh va hop

li30 1 5 2.90 1.322

11 ban nhan duoc giai dap

thac mac tu tong dai mot

cach de dang, nhanh chong

30 2 5 3.57 .935

12 nhan vien luon niem no

than thien30 1 5 3.50 .938

13 viettel co nhieu doi moi ve

chuong trinh khuyen mai30 1 5 3.13 1.252

14 viettel co nhieu diem ho

tro khac hang30 1 5 3.47 .937

15 dich vu viettel tot hon dich

vu khac30 1 5 2.97 1.129

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16 nhan vien viettel co ki

nang lam viec chuyen

nghiep

30 1 5 3.13 .819

Valid N (listwise) 30

Descriptive Statistics cho chng ta thy : dich vu 3g nhanh va hop li (2.90) v cuoc phi hop li va dungquy 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 9lam lai sim thay sim thuan tien nhanh chong l cao nht vi mean u bng 3.70.

- 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 mean Sig

2nd year

students3.00 0.018

3rd year

students4.00

4th year

students3.07

VI. Conclusion and recommendations

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

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 customer-

oriented 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

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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 relationship-

oriented 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 bcdefghijk 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 0-13-

705829-2. 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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http://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-Marketing_Metrics_1-0http://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-Marketing_Metrics_1-0http://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-Marketing_Metrics_1-0http://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-Marketing_Metrics_1-1http://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-Marketing_Metrics_1-2http://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-Marketing_Metrics_1-3http://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-Marketing_Metrics_1-4http://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-Marketing_Metrics_1-5http://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-Marketing_Metrics_1-6http://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-Marketing_Metrics_1-7http://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-Marketing_Metrics_1-8http://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-Marketing_Metrics_1-9http://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-Marketing_Metrics_1-10http://en.wikipedia.org/wiki/Special:BookSources/0137058292http://en.wikipedia.org/wiki/Special:BookSources/0137058292http://en.wikipedia.org/wiki/Marketing_Accountability_Standards_Board_(MASB)http://www.themasb.org/common-language-project/http://www.themasb.org/common-language-project/http://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-7http://en.wikipedia.org/wiki/Special:BookSources/0873895592http://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-8http://www.gleanster.com/reports/customer-feedback-managementhttp://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-9http://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-13http://www.qualtrics.com/university/customer-satisfaction-measurement/http://www.sciencedirect.com/science/article/pii/S0308596103001083http://www.sciencedirect.com/science/journal/03085961http://www.sciencedirect.com/science/journal/03085961/28/2http://www.sciencedirect.com/science/journal/03085961/28/2http://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-Marketing_Metrics_1-0http://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-Marketing_Metrics_1-1http://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-Marketing_Metrics_1-2http://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-Marketing_Metrics_1-3http://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-Marketing_Metrics_1-4http://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-Marketing_Metrics_1-5http://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-Marketing_Metrics_1-6http://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-Marketing_Metrics_1-7http://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-Marketing_Metrics_1-8http://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-Marketing_Metrics_1-9http://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-Marketing_Metrics_1-10http://en.wikipedia.org/wiki/Special:BookSources/0137058292http://en.wikipedia.org/wiki/Special:BookSources/0137058292http://en.wikipedia.org/wiki/Marketing_Accountability_Standards_Board_(MASB)http://www.themasb.org/common-language-project/http://www.themasb.org/common-language-project/http://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-7http://en.wikipedia.org/wiki/Special:BookSources/0873895592http://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-8http://www.gleanster.com/reports/customer-feedback-managementhttp://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-9http://en.wikipedia.org/wiki/Customer_satisfaction#cite_ref-13http://www.qualtrics.com/university/customer-satisfaction-measurement/http://www.sciencedirect.com/science/article/pii/S0308596103001083http://www.sciencedirect.com/science/journal/03085961http://www.sciencedirect.com/science/journal/03085961/28/2

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Moon-Koo Kima, , ,

Myeong-Cheol Parkb , ,

Dong-Heon Jeonga,

a Electronics and Telecommunications Research Institute, Yusong-gu, Gajeong-

dong, 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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