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ISSN No:-2456-2165
Abstract:- This study shows about literature review customers can feel satisfied when coming to enterprise.
about service and the practical situation of Viet_Chen
Company Limited. Then, analysing the dimensions When trading a restaurant, in addition to the quality
affecting the customer satisfaction. Based on theory and of food, it must be mentioned to the location, architecture,
analysis, the existing models were chosen as the interior and exterior and wide promotion, etc. These things
platform, combined with our my research to offer a always impact on customer satisfaction on whether they
theoretical model with specific assumptions for decide to return to the restaurant or not. How to attract
research. This study will research using two steps of customers to always remember the restaurant when they
preliminary research and official research. The data intend to go eat? How to know if we customer needs or
were collected from 223 respondents. Collected data not? What dimensions affect customers when using the
were processed in the statistical software SPSS to test service at the restaurant? How to improve that satisfaction?
the reliability and validity of the scales. These results Because of these questions, Authors have given the theme
show that there were 4 main factors that influence to be researched: "Solutions to improve customer
customer satisfaction at restaurant: Service Style, satisfaction in Viet-Chen restaurant"
Price, Convenience and Service Quality. While the
Service Quality is the most powerful factor, followed by II. LITERATURE REVIEW AND HYPOTHESES
Service Style. In general, this analysis is carried out to DEVELOPMENT
find out the limitations of service at restaurant to help
Board of Director understand clearly this issue and A. Service quality
improve them. Finally, recommend solutions to Service quality usually has several mixed opinions as
improve on service quality as well as improving it is evaluated based on customer feelings. Depending on
customer satisfaction in Viet-Chen restaurant. each subject, the needs, circumstances and surroundings,
service quality also bases on that to change. So
Keywords:- Service Style, Price, Convenience and Service determining the service quality of enterprise not only helps
Quality. that enterprise to develop, but also promote its strengths.
C. Customer satisfaction
One researcher stated that: "Everyone knows what
satisfaction is, until required for its definition. Until then, it Fig 1:- Proposed Research model
seems that no one knows. "(Fehr and Russell 1984, 464)
Assumptions of the model
Simply stated, Customer satisfaction is the tone of H1: the better services quality, the higher satisfaction
emotions of a person derived from the fact that that he has H2: The better service style, the higher satisfaction
been using a certain product or service. Based on previous H3: The more reasonable price, the higher satisfaction
experience available while shopping (products or the H4: The better convenience, the higher satisfaction
service), customers will make their objective or subjective
opinions, likes or dislikes, satisfied or dissatisfied. Scale development
III. RESEARCH METHODS For EFA: Based on studies of Hair, Anderson, Tatham and
Black (1998) for references of the expected sample size.
This theme will research using two steps of Accordingly the minimum sample size was larger than the
preliminary research and official research. Preliminary total observed variables 5 times.
research will use qualitative method by relying on For multivariate regression analysis: The minimum sample
researches and directly approaching managers to find out size was achieved by the formula 50 + 8*m (m: number of
the dimensions affecting the customer satisfaction, thereby independent variables) (Tabachnick and Fidell, 1996).
supplementing on theoretical model, creating scale and
develop a model of official research. Research on a sample size, Roger (2006) showed the
minimum sample size to be applied in the research and
Official research will use quantitative method practice was from 150-200.
through customer interviews using the created survey.
In fact, at the time of survey in March 3/2019, the
Research Samples total number of questionnaire forms handed out was 250 to
Samples were selected by convenient method, in the survey customers coming to use services of the Viet_Chen
form of a non-probability sampling. At that time, Restaurant in Da Nang, in which there were 223 valid
researchers might select the accessible dimensions forms, 27 removed forms by a few of blank answers. With
(research subjects) (Nguyen Dinh Tho and Nguyen Thi 223 forms collected after the survey, it was ensured a
Mai Trang, 2009). The size of the sample applied in the sufficient number of research samples to carry out the
research was based on requirements of EFA (Exploratory research model.
Dimension analysis) and multivariate regression analysis:
Cronbach's Alpha
Scale Mean if Item Scale Variance if Item Corrected Item-Total Cronbach's Alpha if Item
Deleted Deleted Correlation Deleted
CI01 7.3 4.335 0.641 0.745
CI02 7 4.437 0.621 0.766
CI03 7.18 4.13 0.695 0.687
CRONBACH'S ALPHA OF COPORATE IMAGE = 0.805
SS01 13.15 7.613 0.686 0.877
SS02 13.61 7.662 0.714 0.87
SS03 13.53 7.791 0.713 0.87
SS04 13.41 7.18 0.789 0.853
SS05 13.42 7.524 0.76 0.86
CRONBACH'S ALPHA OF SERVICE STYLE = 0.890
P01 7.22 4.629 0.562 0.785
P02 6.79 4.399 0.698 0.629
P03 6.8 5 0.627 0.711
CRONBACH'S ALPHA OF PRICE = 0.786
R01 7.08 4.147 0.7 0.705
R02 6.96 4.278 0.656 0.751
R03 7.03 4.445 0.635 0.772
CRONBACH'S ALPHA OF RELIABILITY = 0.813
T01 15.56 10.338 0.686 0.693
T02 15.48 10.377 0.584 0.71
T03 15.5 11.17 0.111 0.886
T04 15.46 10.115 0.601 0.704
T05 15.49 9.9 0.675 0.687
T06 15.49 9.557 0.766 0.665
CRONBACH'S ALPHA OF TANGIBLES = 0.762
T01 12.47 7.601 0.757 0.856
T02 12.38 7.714 0.622 0.885
T04 12.37 7.324 0.68 0.873
T05 12.4 7.241 0.733 0.86
T06 12.39 6.88 0.848 0.832
CRONBACH'S ALPHA OF TANGIBLES = 0.886
C01 7.22 2.422 0.605 0.728
C02 7.57 2.301 0.645 0.684
C03 7.61 2.418 0.62 0.712
CRONBACH'S ALPHA OF CONVINIENCE = 0.784
SQ01 5.17 3.19 0.437 0.647
SQ02 5.19 1.964 0.614 0.401
SQ03 5.09 3.028 0.451 0.63
CRONBACH'S ALPHA OF SERVICE QUALITY = 0.676
CS01 3.15 0.802 0.632 .a
CS02 3.47 0.8 0.632 .a
CRONBACH'S ALPHA OF CUSTOMER SATISFACTION = 0.775
Table 3:- Cronbach’s Alpha before EFA
SQ SS P C CS
Pearson Correlation 1 .163* .046 .176** .462**
SQ Sig. (2-tailed) .015 .004 .009 .000
N 223 223 223 223 223
Pearson Correlation .163* 1 .260** .335** .544**
SS Sig. (2-tailed) .015 .000 .000 .000
N 223 223 223 223 223
Pearson Correlation .046 .260** 1 .026 .391**
P Sig. (2-tailed) .004 .000 .000 .000
N 223 223 223 223 223
** **
Pearson Correlation .176 .335 .026 1 .366**
C Sig. (2-tailed) .009 .000 .000 .000
N 223 223 223 223 223
Pearson Correlation .462** .544** .391** .366** 1
SHL Sig. (2-tailed) .000 .000 .000 .000
N 223 223 223 223 223
Table 10:- Correlations matrix among variables affecting the customer satisfaction
Analytical results of table 11 showed sig value of all Multiple-linear regression equation indicated the
independent variables was less than 0.05. Therefore, it relationship between service quality and 3 independent
could be said that all independent variables had an impact variables developed as follows:
on customer satisfaction.
SQ = 0.296CI + 0.15T
Analytical results of table 12 showed sig value of all equation indicated the relationship between service quality
independent variables was less than 0.05. Therefore, it and 3 independent variables developed as follows:
could be said that all independent variables had an impact
on customer satisfaction. Multiple-linear regression CS = 0.360SQ + 0.354SS + 0.277P + 0.177C