International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12
line decor
  
line decor

 Volume 8, Issue 1 (January 2021), Pages: 1-10

----------------------------------------------

 Original Research Paper

 Title: Exploring service quality, customer satisfaction, and customer loyalty in Vietnam’s telecommunications industry

 Author(s): Ngan Hoang Vu 1, *, Hau Van Pham 2, Hanh Thi Hai Nguyen 1

 Affiliation(s):

 1National Economics University, Hanoi, Vietnam
 2Vietnam Rural Industries Development and Research Institute, Hanoi, Vietnam

  Full Text - PDF          XML

 * Corresponding Author. 

  Corresponding author's ORCID profile: https://orcid.org/0000-0002-8852-5826

 Digital Object Identifier: 

 https://doi.org/10.21833/ijaas.2021.01.001

 Abstract:

This study aims to examine the service quality of telecommunications and to investigate how service quality and customer satisfaction affect customer loyalty in Vietnam. The research offers theoretical contributions and extends understanding of service quality, customer satisfaction, and consumer loyalty in Vietnam’s telecommunications industry. We employed two methods of data collection, including direct and online surveys. For direct surveys, we sent questionnaires directly to customers at the two biggest shopping centers in Hanoi, Vietnam. Online surveys were provided to customers who have used telecommunication services. We received 300 survey responses in that 100 direct respondents and 200 online respondents. The data were analyzed by using descriptive statistics, factor analysis, and regression to consider the relationship between service quality, customer satisfaction, and customer loyalty. The results showed both service quality and customer satisfaction have a positive relationship with customer loyalty. The study also indicated service quality plays a more important role compared to customer satisfaction in its impact on customer loyalty. The findings of this study suggest that in order to improve customer loyalty, the telecommunication providers should focus on dimension “customer services and pricing structure” of service quality because it has the strongest positive impact on customers' satisfaction and then customer loyalty. Other studies have not put pricing structure as the main point in which they emphasize in customer services. The findings of this study cannot be generalized to other categories of services due to the difference in the nature of each industry. 

 © 2020 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords: Telecommunication, Service quality, Customer satisfaction, Customer loyalty

 Article History: Received 6 May 2020, Received in revised form 30 July 2020, Accepted 15 August 2020

 Acknowledgment:

This research is funded by National Economics University, Hanoi, Vietnam.

 Compliance with ethical standards

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

  Vu NH, Pham HV, and Nguyen HTH (2021). Exploring service quality, customer satisfaction, and customer loyalty in Vietnam’s telecommunications industry. International Journal of Advanced and Applied Sciences, 8(1): 1-10

 Permanent Link to this page

 Figures

 Fig. 1 

 Tables

 Table 1 Table 2 Table 3 Table 4 Table 5 Table 6 Table 7 

----------------------------------------------

 References (47)

  1. Alireza F, Ali K, and Aram F (2011). How quality, value, image, and satisfaction create loyalty at an Iran telecom. International Journal of Business and Management, 6(8): 271–279. https://doi.org/10.5539/ijbm.v6n8p271   [Google Scholar]
  2. Anderson EW and Sullivan MW (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2): 125-143. https://doi.org/10.1287/mksc.12.2.125   [Google Scholar]
  3. Anderson RE and Srinivasan SS (2003). E‐satisfaction and e‐loyalty: A contingency framework. Psychology and Marketing, 20(2): 123-138. https://doi.org/10.1002/mar.10063   [Google Scholar]
  4. Aydin S and Özer G (2005). The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market. European Journal of Marketing, 39(7/8): 910–925. https://doi.org/10.1108/03090560510601833   [Google Scholar]
  5. Baker DA and Crompton JL (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3): 785-804. https://doi.org/10.1016/S0160-7383(99)00108-5   [Google Scholar]
  6. Bove LL and Johnson LW (2000). A customer‐service worker relationship model. International Journal of Service Industry Management, 11(5): 491–511. https://doi.org/10.1108/09564230010360191   [Google Scholar]
  7. Cardozo RN (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 2(3): 244-249. https://doi.org/10.1177/002224376500200303   [Google Scholar]
  8. Choi C, Kim C, Sung N, and Park Y (2007). Evaluating the quality of service in mobile business based on fuzzy set theory. In the 4th International Conference on Fuzzy Systems and Knowledge Discovery, IEEE, Haikou, China, 4: 483-487. https://doi.org/10.1109/FSKD.2007.277   [Google Scholar] PMCid:PMC2396880
  9. Chow IHS, Lau VP, Lo TWC, Sha Z, and Yun H (2007). Service quality in restaurant operations in China: Decision-and experiential-oriented perspectives. International Journal of Hospitality Management, 26(3): 698-710. https://doi.org/10.1016/j.ijhm.2006.07.001   [Google Scholar]
  10. Cronin JJ and Taylor SA (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3): 55-68. https://doi.org/10.1177/002224299205600304   [Google Scholar]
  11. Cronin JJ, Brady MK, and Hult GTM (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2): 193-218. https://doi.org/10.1016/S0022-4359(00)00028-2   [Google Scholar]
  12. Dabholkar PA, Shepherd CD, and Thorpe DI (2000). A comprehensive framework for service quality: An investigation of critical conceptual and measurement issues through a longitudinal study. Journal of Retailing, 76(2): 139-173. https://doi.org/10.1016/S0022-4359(00)00029-4   [Google Scholar]
  13. Dehghan A, Zenouzi B, and Albadvi A (2012). An investigation on the relationship between service quality and customer satisfaction: In the case of CCG CO. International Business Research, 5(1): 3-8. https://doi.org/10.5539/ibr.v5n1p3   [Google Scholar]
  14. Dick AS and Basu K (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2): 99-113. https://doi.org/10.1177/0092070394222001   [Google Scholar]
  15. Dubrovski D (2001). The role of customer satisfaction in achieving business excellence. Total Quality Management, 12(7-8): 920-925. https://doi.org/10.1080/09544120100000016   [Google Scholar]
  16. Field A (2013). Discovering statistics using IBM SPSS statistics. Sage, Thousand Oaks, USA.   [Google Scholar]
  17. Fornell C and Johnson MD (1993). Differentiation as a basis for explaining customer satisfaction across industries. Journal of Economic Psychology, 14(4): 681-696. https://doi.org/10.1016/0167-4870(93)90016-E   [Google Scholar]
  18. Ganesan S (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2): 1-19. https://doi.org/10.1177/002224299405800201   [Google Scholar]
  19. Garbarino E and Johnson MS (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2): 70-87. https://doi.org/10.1177/002224299906300205   [Google Scholar]
  20. George D and Mallery M (2003). Using SPSS for Windows step by step: A simple guide and reference. Allyn and Bacon, Boston, USA.   [Google Scholar]
  21. Gerpott TJ, Rams G, and Schindler A (2001). Customer retention, loyalty, and satisfaction in the German mobile cellular telecommunications market. Telecommunication Policy, 25(4): 249-269. https://doi.org/10.1016/S0308-5961(00)00097-5   [Google Scholar]
  22. Geyskens I, Steenkamp JBE, and Kumar N (1998). Generalizations about trust in marketing channel relationships using meta-analysis. International Journal of Research in Marketing, 15(3): 223-248. https://doi.org/10.1016/S0167-8116(98)00002-0   [Google Scholar]
  23. Johnson WC and Sirikit A (2002). Service quality in the Thai telecommunication industry: A tool for achieving a sustainable competitive advantage. Management Decision, 40(7): 693–701. https://doi.org/10.1108/00251740210438526   [Google Scholar]
  24. Jones TO and Sasser WE (1995). Why satisfied customers defect. Harvard Business Review, 73(6): 88-99.   [Google Scholar]
  25. Kim MK, Park MC, and Jeong DH (2004). The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services. Telecommunications Policy, 28(2): 145-159. https://doi.org/10.1016/j.telpol.2003.12.003   [Google Scholar]
  26. Kondo Y (2001). Customer satisfaction: How can I measure it? Total Quality Management, 12(7-8): 867-872. https://doi.org/10.1080/09544120100000009   [Google Scholar]
  27. Kotler P (2003). Marketing insights from A to Z: 80 concepts every manager needs to know. John Wiley and Sons, Hoboken, USA.   [Google Scholar]
  28. Lee J, Lee J, and Feick L (2001). The impact of switching costs on the customer satisfaction‐loyalty link: Mobile phone service in France. Journal of Services Marketing, 15(1): 35–48. https://doi.org/10.1108/08876040110381463   [Google Scholar]
  29. Lewis BR, Orledge J, and Mitchell VW (1994). Service quality. International Journal of Bank Marketing, 12(4): 3-12. https://doi.org/10.1108/02652329410057978   [Google Scholar]
  30. Lim H, Widdows R, and Park J (2006). M‐loyalty: Winning strategies for mobile carriers. Journal of Consumer Marketing, 23(4): 208–218. https://doi.org/10.1108/07363760610674338   [Google Scholar]
  31. Mittal R and Iaccarino G (2005). Immersed boundary methods. Annual Review of Fluid Mechanics, 37: 239-261. https://doi.org/10.1146/annurev.fluid.37.061903.175743   [Google Scholar]
  32. Mittal V and Kamakura WA (2001). Satisfaction, repurchase intent, and repurchase behavior: Investigating the moderating effect of customer characteristics. Journal of Marketing Research, 38(1): 131-142. https://doi.org/10.1509/jmkr.38.1.131.18832   [Google Scholar]
  33. Oliver RL (1997). Satisfaction: A behavioral perspective on the consumer. McGraw-Hill, Inc., New York, USA.   [Google Scholar]
  34. Parasuraman A, Zeithaml VA, and Berry LL (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4): 41-50. https://doi.org/10.1177/002224298504900403   [Google Scholar]
  35. Polyorat K and Sophonsiri S (2010). The influence of service quality dimensions on customer satisfaction and customer loyalty in the chain restaurant context: A Thai case. Journal of Global Business and Technology, 6(2): 64-76.   [Google Scholar]
  36. Reichheld F and Detrick C (2003). Loyalty: A prescription for cutting costs. Marketing Management, 12(5): 24-24.   [Google Scholar]
  37. Reichheld FF and Sasser WE (1990). Zero defections: Quality comes to services. Harvard Business Review, 68(5): 105-111.   [Google Scholar]
  38. Santouridis I and Trivellas P (2010). Investigating the impact of service quality and customer satisfaction on customer loyalty in mobile telephony in Greece. The TQM Journal, 22(3): 330–343. https://doi.org/10.1108/17542731011035550   [Google Scholar]
  39. Spreng RA, MacKenzie SB, and Olshavsky RW (1996). A reexamination of the determinants of consumer satisfaction. Journal of Marketing, 60(3): 15-32. https://doi.org/10.1177/002224299606000302   [Google Scholar]
  40. Srivastava M and Rai AK (2013). Investigating the mediating effect of customer satisfaction in the service quality-customer loyalty relationship. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 26(3): 95-109.   [Google Scholar]
  41. Tse DK and Wilton PC (1988). Models of consumer satisfaction formation: An extension. Journal of Marketing Research, 25(2): 204-212. https://doi.org/10.1177/002224378802500209   [Google Scholar]
  42. Wal VDRWE, Pampallis A, and Bond C (2002). Service quality in a cellular telecommunications company: A South African experience. Managing Service Quality: An International Journal, 12(5): 323–335. https://doi.org/10.1108/09604520210442119   [Google Scholar]
  43. Wang YS and Liao YW (2007). The conceptualization and measurement of m-commerce user satisfaction. Computers in Human Behavior, 23(1): 381-398. https://doi.org/10.1016/j.chb.2004.10.017   [Google Scholar]
  44. Wirtz J (2003). Halo in customer satisfaction measures. International Journal of Service Industry Management, 14(1): 96–119. https://doi.org/10.1108/09564230310466001   [Google Scholar]
  45. Wisniewski M (2001). Using SERVQUAL to assess customer satisfaction with public sector services. Managing Service Quality: An International Journal, 11(6): 380-388. https://doi.org/10.1108/EUM0000000006279   [Google Scholar]
  46. Zeithaml VA, Berry LL, and Parasuraman A (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2): 31-46. https://doi.org/10.1177/002224299606000203   [Google Scholar]
  47. Zielonka P (2004). Technical analysis as the representation of typical cognitive biases. International Review of Financial Analysis, 13(2): 217-225. https://doi.org/10.1016/j.irfa.2004.02.007   [Google Scholar]