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1. Topic The Factors Effecting Customer
Satisfication In Viettel Post
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Dịch Vụ Hỗ Trợ Viết Thuê Tiểu Luận,Báo Cáo
Khoá Luận, Luận Văn
ZALO/TELEGRAM HỖ TRỢ 0973.287.149

2. INTRODUCTION
1. Research rationale
Customer satisfaction is a problem that has been widely concerned and studied
by researchers at home and abroad in different fields. According to Zeithaml & Bitner
(2000), customer satisfaction is defined as the customer's evaluation of products or
services that meet their expectations. In addition, Bitner & Hubbert (1994) pointed out
that the competitive advantage of enterprises is strongly influenced by customer
satisfaction, in other words, customer satisfaction is an important factor that
constitutes the competitive advantage of enterprises. For enterprises, customers play a
very important role, because customers are the source of income and profits.
Therefore, the goal of today's enterprises is to make customers satisfied with their
products and revenues. On the other hand, according to Dick & Basu (1994), customer
satisfaction is considered a key factor for all organizations that want to improve
customer loyalty and make their business better. Customer satisfaction is also a
consistent evaluation of past expected and perceived service performance (Chen and
Wang, 2009). Therefore, the positive evaluation of customers' products or services is
the main reason to promote the relationship with enterprises' services or products, and
it is also an important factor to maintain loyalty. Therefore, according to Chen &
Wang (2009), customer satisfaction and loyalty are crucial to the success and
profitability of a company. Satisfied customers are easier to get, lower price
sensitivity, actively participate in publicity and become loyal customers. Fournell
(1992) made it clear that customer loyalty can be regarded as a derivative of customer
satisfaction, and enterprise customer satisfaction leads to customer loyalty.
In recent years, with an average growth rate of about 29% per year, Vietnam's
e-commerce will continue to grow rapidly and reach the milestone of 52 billion USD
by 2025. Only 6 months At the beginning of 2021, postal output reached over 590
million, an increase of 30% over the same period in 2020. This besides creating
opportunities for postal businesses in general and Viettel Post in particular, also
creates an environment. fierce competition in the postal sector. ViettelPost is a
member unit of Military Telecommunications Group (Viettel), specializing in business
services: Domestic and international express delivery, many different services such as:

3. Courier Service (VCN), Service Express delivery service (VHT), Economy delivery
service (VTK), Plus service. In the past time, Viettel Post has had to compete fiercely
with many foreign service providers such as TNT, DHL (USA) with a wide network
around the world and famous brands. A large number of Vietnamese customers use
international postal services. Not only competing with foreign companies, Viettel Post
also has to share market share with a number of domestic enterprises such as VNPT,
SaigonPost... In recent years, many businesses have provided transport services such
as Hoang Long, Vinatrans,... also started to participate in the transportation of goods
and parcels. Due to low freight rates, simple procedures, and fast delivery times, these
businesses have become big competitors of Viettel Post. In the fierce competition
environment among competitors in the same industry, customers have a decisive
factor to the existence of postal enterprises in general and ViettelPost in particular. A
business that wins customer satisfaction and loyalty will increasingly have a firm
foothold in the market. Therefore, many enterprises have paid much attention and paid
more attention to customer care activities, offering customer-oriented, customer-
centric policies and strategies. The business strategy to attract new customers,
maintain and strengthen old customers is becoming an effective strategy with small
costs but high business efficiency. Many domestic and foreign studies have found
evidence that proves the existence of a causal relationship of customer satisfaction and
customer loyalty to products/services and to the organization. Therefore, it is
necessary to have studies to determine the factors affecting customer satisfaction
when using the services of the enterprise, as a result helping businesses build solutions
to increase customer satisfaction, thereby indirectly increasing their loyalty to the
company and to retain customers in today's increasingly fierce competitive
environment. Based on the above reasons, the author decided to choose “ Factors
Effecting Customer Satisfication In Viettel Post” as the topic of my graduation
thesis.
2. Previous studies
Có câu mở đầu International studies and domestic studies
Pham Hung Cuong et al. (2019) conducted a research on the topic "Assessment of
customer satisfaction with the quality of products and services of enterprises" and

4. inherited the SERVQUAL research model from the research. Parasuraman, Zeithaml
and Berry proposed a model to study the factors affecting customer satisfaction in
1988, including 07 specific factors: Price, product quality, tangible means, Reliability,
Responsiveness, Service Capability and Empathy. Based on the research model, the
authors propose to collect data through the survey method of customers in Hanoi city.
Research results show that the factors in the research model have a significant impact
on customer satisfaction when using products and services of enterprises.
Figure : Research model of factors affecting customer satisfaction with the quality of
products and services of enterprises
(Source: Pham Hung Cuong et al., 2019)
Le Nguyen Doan Khoi and Huynh Chau Khanh (2016) conducted a study to
investigate the impact of money transfer, collection and payment service quality on
customer satisfaction at An Giang Post Office. The study was carried out surveying
642 customers. Analytical methods such as Cronbach's alpha, exploratory factor
analysis (EFA), multiple regression models are used to test the relationship between
influencing factors and customer satisfaction. with the quality of service at the Post
Office of An Giang Province. Research results showed that customer satisfaction is
Price
Product quality
Tangible means
Reliability
Responsiveness
Service capabilities
Sympathy
Customer
satisfaction
with the
quality of
products and
services of
the enterprise

5. formed on the basis of the strongest positive correlation with 3 components such as
"Perceived value", "Service delivery" and "Sympathy". The results help An Giang
Post Office to better understand the components affecting customer satisfaction with
service quality. This makes it easier to improve customer satisfaction. Of which,
Perceived Value, Service and Sympathy are the components that have the strongest
influence on customer satisfaction.
According to Dang Anh Thu (2017), research on the factors affecting individual
customers' satisfaction with employment services at the Employment Service Center
of Can Tho City aims to assess the factors affecting to customer satisfaction about the
quality of job placement services at the Employment Service Center of Can Tho City.
On that basis, propose solutions to increase customer satisfaction in the coming time
to contribute to improving the operational efficiency of the Center and the quality of
customer service. Data in the study are collected from survey results of customers to
job transactions and processed by SPSS software. Analytical methods include steps to
test the scale by Cronbach Alpha coefficient, exploratory factor analysis (EFA) and
multivariate regression analysis. The analysis results show that the factors that
positively affect the satisfaction of employees include 5 factors affecting satisfaction
with 30 observed variables as follows: (1) Level of response, (2) Sympathy, (3)
Reliability, (4) Service capacities, (5) Facilities. Of which, Service capacity has the
strongest impact on employee satisfaction.
3. Research objectives and researchquestions
3.1 Research objectives
The objective of the study is to analyze the factors affecting customer satisfaction
when using ViettelPost's services. From which, the proposal implies a policy to
improve the service quality of ViettelPost in order to satisfy the increasing demands of
customers.
3.2 Research questions
To achieve the goal, the research focus addressing the following questions :
RQ1: What factors affect customer satisfaction when using ViettelPost's
products/services?

6. RQ2: How does each factor affect customer satisfaction when using ViettelPost's
products/services?
RQ3: What are the policy implications to help ViettelPost improve customer
satisfaction when using the Company's products/services?
4. Research subject and scope of study
4.1 Research subject
The the research objects is the factors affecting customer satisfaction with
products/services of ViettelPost.
Survey subjects are customers who have been using ViettelPost's products/services.
4.2 Scope of research
Spatial scope: The research area of the project is Hanoi city. Secondary data is
collected through business results reports of ViettelPost. Primary data is collected
through a survey of customers who have been using ViettelPost's products/services in
Hanoi city.
Temporal scope: Primary data is collected through a survey questionnaire conducted
in the period from March 20, 2022 to March 27, 2022.
5. Research methodology
The research process of the topic is carried out through two steps: Preliminary
Research and Formal Research:
Preliminary (qualitative) research with expert opinion techniques combined with
group discussions and in-depth customer interviews. The objective of this study is to
explore the factors constituting customer satisfaction, thereby building, adjusting and
supplementing the customer satisfaction scale using Viettelpost's services.
The official study was carried out using a quantitative method, with the data collection
tool being a questionnaire with customers who are currently using Viettelpost's
services in Hanoi. After collecting the necessary number of samples, the data is
processed by SPSS 22.0 software to confirm that the scales are reliable and valid. To
evaluate the proposed model and test the hypotheses, the factors will be calculated,
then using the multivariate regressionmethod.
6. Research structure

7. In addition to the Introduction, Conclusion and Reference Parts the main content of
the thesis consist of three as follow:
CHAPTER 1: THEORETICAL BASIS ON CUSTOMER SATISFACTION
1.1 Overview of the theoretical basis of customer satisfaction
1.1.1 The concept of customer satisfaction
1.1.2 The importance of customer satisfaction to enterprises
1.2 Some evaluation models of customer satisfaction
1.2.1 Oliver's Perception-Perception Model (1980)
1.2.2 Fornell's American customer satisfaction index model (1992)
1.2.3 EU countries customer satisfaction index model
1.2.4 Model of Gronroos (1984)
1.2.5 The Antecedent and Intermediate Model of Dabholkar (2000)
1.3 Experimental studies
1.4 Proposed research model and research hypotheses
1.4.1 Research hypothesis development
1.4.2 Proposed research model
1.5 Research Methods
1.5.1 Qualitative research method
1.5.2 Quantitative research method
1.6 Methods of data collection
1.6.1 Sampling method
1.6.2 Sample size
1.7 Methods of data analysis
1.7.1 Descriptive statistics
1.7.2 Reliability testing by Cronbach's Alpha coefficient
1.7.3 Exploratory factor analysis (EFA)
1.7.4 Regression analysis
CHAPTER 2: RESEARCH METHOLOGY AND FINDINGS SATISFACTION WHEN
USING VIETTELPOST'S PRODUCTS AND SERVICES
2.1. Descriptive statistics of the research sample
2.2 Test the reliability of the scale by Cronbach's Alpha coefficient
2.3 Exploratory factor analysis (EFA)
2.3.1 EFA for independent variables

8. 2.3.2 EFA for dependent variables
2.4 Pearson correlation analysis
2.5 Regression analysis
2.5.1 Regression model building
2.5.2 Testing for violation of regression hypotheses
2.5.3 Testing the goodness of fit of the model
2.5.4 Regression results
2.6 Discussion
CHAPTER 3: CONCLUSIONS AND POLICY IMPLICATIONS
3.1 Conclusions
3.2 Recommendations and policy implications
3.3 Limitations of the topic and directions for further research