Assignment No.

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Name: Nguyen Thi Minh Hang ID: E2200030

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Acknowledgement
Module/Subject Code MKT303

Module/Subject Name MARKETING RESEARCH

Lecturer/Tutor/Facilitator Dr SUMATHI PARAMASIVAM

Due Date 16/02/2023

Assignment Title/Topic The factors effecting customer

satisfication for Viettel Post

Intake (where applicable)

Word Count Date/Time

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TABLE OF CONTENT
Nguyen Thi Minh Hang E2200030

1. INTRODUCTION 4
1.1 Problem statement 4

1.2 Research objectives 4

1.3 Research questions 4

2. LITERATURE REVIEW 5

2.1. Theoretical framework 5

2.2 Factors 5

2.2.1 Customer satisfaction 5

2.2.2 Responsiveness 6

2.2.3 How to deliver goods 6

2.2.4 Service quality 6

2.3 Conceptual framework 6

3. RESEARCH METHODOLOGY 7

4. CONCLUSION 7

5. REFERENCES 7

6. REFERENCES OF JOUNALS 8

7. APPENDICES – LITERATURE MATRIX 10

Topic: The factors effecting customer satisfaction for Viettel Post

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1. INTRODUCTION

Vietnam's e-commerce has grown at an average annual rate of 29% in recent years and is
expected to continue expanding quickly until it reaches the 52 billion USD milestone by
2025. Production postal volume reached over USD 590 million in just the first six months of
2021, an increase of 30% over the same period in 2020 (Ministry of Industry and Trade
(2021), Vietnam e-commerce report in 2021). This not only expands the market for postal
services in general and Viettel Post in particular, but it also fosters a fiercely competitive
atmosphere. Military Telecommunications Group (Viettel) member company Viettel Post
specializes in a variety of services, including domestic and international express delivery,
courier services (VCN, VHT), economical delivery services (VTK), and additional services.

Viettel Post has recently had to fight strongly with numerous foreign services providers, such
as TNT and DHL (USA), who have a global network and well-known brands. A sizable
portion of Vietnamese consumers uses international postal services. Viettel Post competes
with domestic businesses and foreign firms like Saigon Post and VNPT for market share. In
the past, numerous businesses that offered transportation services, such as Hoang Long,
Vinatrans, etc., began to take part in the transportation of goods and packages. Businesses
have emerged as major competitors of Viettel Post because of inexpensive freight costs,
straightforward procedures, and quick delivery times.

Numerous local and international researchers have discovered evidence to support the
existence of a causal link between customer happiness and customer loyalty to the
organization's goods and services. Therefore, it is essential to conduct research to identify the
factors influencing customer satisfaction when utilizing an enterprise's service. This will aid
businesses in developing solutions to increase customer satisfaction, thereby indirectly
increasing their customers' loyalty to the business and retaining customers in today's
increasingly competitive market. Because of the aforementioned factors, an analysis was
conducted on "Factors Affecting Customer Satisfaction At Viettel Post"

1.1 Problem statement

1.2 Research objectives

ROI: To analysis of the variables influencing customer satisfaction with Viettel Post's
services.

1.3 Research questions

The study focuses on answering the following queries in order to meet the specified goals:

RQI: Does service quality influence customer satisfaction towards Viettel Post’s services?

RQ2: Does responsiveness influence customer satisfaction towards Viettel Post’s services?

RQ3: Does deliver influence customer satisfaction towards Viettel Post’s services?

2. LITERATURE REVIEW

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2.1. Theoretical framework

A study on "Evaluating customer satisfaction with the quality of products and services of
firms" was conducted by Pham Hung Cuong et al. in 2019 and used the SERVQUAL research
paradigm that Parasuraman, Zeithaml, and Berry had developed. A research model of the
variables influencing consumer satisfaction was devised, which included seven specific
variables: price, product quality, tangible means, reliability, responsiveness, service capacity,
and empathy. The authors suggest that data be gathered in the city of Hanoi using the
customer survey approach in accordance with the study model.

Tangible means

Price

Sympathy Customer
satisfaction with
Service the quality of
capabilities products and
services of the
enterprise
Responsiveness

Reliability

Product quality

Figure 1: Research model of factors affecting customer satisfaction with the quality of
products and services of enterprises

Source: Factors affecting customer satisfaction with products and services of enterprises: the
case of QCL Production - Trading Co., Ltd / Pham Hung Cuong. - // Economic Research,
Vietnam Institute of Economics, 2020, No. 1(500), pp. 39-50

2.2 Factors

2.2.1 Customer satisfaction

Customers are satisfied with both the final product and the entire experience process, which is
known as satisfaction (Quan and Ngan, 2019). Customer satisfaction is the culmination of
their whole purchasing experience, including the steps of need identification, information
search, product selection, purchase decision, and post-purchase behaviour (Dung and Trang,
2020). Nguyen et al. (2021) found that one of the most important factors affecting a website
owner's success is customer happiness. Shopping satisfaction can occur before, during, or
after. If websites offer clients better goods and services than rivals, they will increase their
market share and financial success. Customer satisfaction in the context of this study is

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understood as the overall satisfaction of customers when shopping online. online on the
website (Choi et al., 2019).

2.2.2 Responsiveness

Customer satisfaction, readiness to assist, and the provision of prompt customer support
services will all be positively impacted by responsiveness. Customers will give preference to
the supplier with the capacity to reply quicker, better, and with friendlier staff. Additionally,
they are happier when contrasting services from different vendors (Lykogiannis, 2014; Ayele,
2020).

2.2.3 How to deliver goods

The method of distribution for transportation services also has a significant impact on client
satisfaction. Customers are highly interested in how goods are packed tightly to maintain
quality and safety during shipment. Customers' happiness will also be strongly impacted by
other factors including time (on-time delivery, on-time appointment) and staff' attitudes
towards them (Phan Thi Cam Hong, 2020; Lykogiannis, 2014; Di. & Liang, 2020; Vu Le Huy
& Nguyen Thi Nha Trang, 2020).

2.2.4 Service quality

Service quality exhibited by the staff's expertise and knowledge when offering consumers
with services. Customers will be more satisfied with the service when employees have high
technical capabilities and a positive attitude (Ayele et al., 2020). Gobena (2019) further
confirmed that the capacity of the business to provide great service has a favourable effect on
customer perception.

2.3 Conceptual framework

Responsiveness

How to deliver goods Customer satisfaction

Service quality

Figure 2: Research model of factors affecting customer satisfaction with the quality of
services of enterprises

The variables in the research model have a substantial influence on customers' satisfaction
with the goods and services provided by businesses. Variables include information quality,

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delivery, and service quality. These variables are found most often in research articles on
customer satisfaction.

3. RESEARCH METHODOLOGY

The study surveyed 200 customers between February 2023 to March 2023. The research
process of the topic includes two steps: Formal research such as preliminary research,
preliminary (qualitative) analysis by in-depth customer interviews, group discussions and the
process of obtaining expert opinions. The objective of this study is to survey the components
of customer satisfaction. Purpose of building, editing and perfecting the customer satisfaction
scale using Viettel Post's services. A questionnaire for consumers currently using Viettel
Post's services in Hanoi is used as a data collection mechanism for official research, which is
carried out using a quantitative method. Data were analyzed using Cronbach's alpha reliability
test after collecting a sufficient number of samples to check validity and reliability. The
factors will be identified, using exploratory factor analysis (EFA) and linear regression to test
the above hypotheses.

4. CONCLUSION

It is clear from the research on the variables influencing customer happiness for the Viettel
position that there are numerous variables influencing the degree of customer satisfaction.
The three factors of responsiveness, service quality, and delivery method are those that have
the most impact on customer satisfaction when looking at the factors described in the articles.
Viettel Post should therefore prioritise the demands of the consumer and pay more attention to
how they feel both before and after getting the items. In order to increase customer
satisfaction, Viettel Post should concentrate on the process of packaging and protecting items
during delivery, educating staff in communication skills and competence.

5. REFERENCES

Choi, D., Chung, C. Y., & Young, J. (2019). Sustainable online shopping
logistics for customer satisfaction and repeat purchasing behavior: Evidence from
China. Sustainability, 11(20), 5626.

Giao, H. N. K. (2020). Customer Satisfaction at Tiki. vn E-Commerce

Platform. The Journal of Asian Finance, Economics, and Business, 7(4), 173-183.

Gim, G. (2014). Evaluating factors influencing consumer satisfaction towards online

shopping in Viet Nam. Journal of Emerging Trends in Computing and Information
Sciences, 5(1).

Le-Hoang, P. V. (2020). The relationship between online convenience, online ustomer

satisfaction, buying intention and electronic word-of-mouth. Independent Journal of
Management & Production, 11(7), 2943-2966.

LE, N. B. M., & HOANG, T. P. T. (2020). Measuring trusts and the effects on the consumers'
buying behavior. The Journal of Distribution Science, 18(3), 5-14.

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Nguyen Thi Minh Hang E2200030

Nga, N. T. Q. (2020). The impacts of customer satisfaction on loyalty of the youth (18-25
years old) towards e-commerce trading floors in Ho Chi Minh City. Science & Technology
Development Journal-Economics-Law and Management, 4(4), 1115-1127.

NGUYEN, L., NGUYEN, T. H., & TAN, T. K. P. (2021). An Empirical Study of Customers'
Satisfaction and Repurchase Intention on Online Shopping in Vietnam. The Journal of Asian
Finance, Economics, and Business, 8(1), 971-983.

Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer
satisfaction on customer behavior in online shopping. Heliyon, 5(10), e02690.

Tandon, U., & Kiran, R. (2019). Factors impacting customer satisfaction: An empirical
investigation into online shopping in India. Journal of Information Technology Case and
Application Research, 21(1), 13-34.

Tran, V. D., & Vu, Q. H. (2019). Inspecting the relationship among E-service quality, E-trust,
E-customer satisfaction, and behavioral intentions of online shopping customers. Global
Business & Finance Review (GBFR), 24(3), 29-42.

TRAN, Van Dat. The relationship among product risk perceived satisfaction and purchase
intentions for online shopping. The Journal of Asian Finance, Economics, and Business,
2020, 7.6: 221-231

6. REFERENCES OF JOUNALS

Quan, N. H., & Ngan, N. T. K. (2019). Satisfaction with websites of online retailers in the
electronics sector: a study in the Hanoi market. Economic and Development Review, 269, 32–
41

Trang, N. T. M. (2014). Online service quality and customer satisfaction: A study on online
shopping in Vietnam. Economic Development Journal, 120-132.

Huan, N. V., Hang, T. T., & Thu, B. T. (2020). Assessing customer satisfaction for enterprise
e-commerce website - a study at TNG Thai Nguyen Trading and Investment Joint Stock
Company. Journal of Science and Commerce, 140, 23–32

Mai, N. N., Phong, N. T., Ha, L. T. T., & Huyen, T. T. (2019). Evaluation of the satisfaction
of individual customers in Long Bien district about the service quality of the Sendo.vn
website. Vietnam Journal of Agricultural Science, 17(10), 835–846.

Nghia, H. T. (2020). Building trust for online consumers: Research explores the role of
information sources and the regulatory impact of online shopping experiences. Asian
Business and Economic Research Journal, 29(10),47- 64

Factors affecting customer satisfaction with products and services of enterprises: the case of
QCL Production - Trading Co., Ltd /Cuong, P.T. - // Economic Research, Vietnam Institute of
Economics, 2020, No. 1(500), pp. 39-50

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Nguyen Thi Minh Hang E2200030

Khoi, L.D.N and Khanh, H.C (2016) conducted a study to investigate the impact of money
transfer, collection and payment service quality on customer satisfaction at An Giang Post
Office

Thu, A.D (2017), research on the factors affecting individual customers’ satisfaction with
employment services at the Employment Service Center of Can Tho City

Journal of Industry and Trade - Scientific research results and technology application, No. 18,
July 2021

Hong, P. T. C. (2020, March 19). Factors affecting customer satisfaction about online service
quality in Tien Giang. Industry and Trade Magazine.
https://tapchicongthuong.vn/bai-viet/nhan-to-anh-huong-den-su-hai-long-cua- khach-hang-ve-
chat-luong-dich-vu-truc-tuyen-o- tien-giang-69668.htm

Trang,P.T.H Online shopping service quality and customer satisfaction: Research on online
shopping in Vietnam, Economic Development Journal No. 287 (9/2014), 2014.

Thong, H.V & Trang, T.M Customer satisfaction for group online shopping services,
Economic and Development Magazine, No. 191(II) May 2013, 2013.

Huy, V.L & Trang, N.T.N (2020). Effect of delivery service quality on customer satisfaction
and customer loyalty in retail e-commerce. Industry and Trade Magazine

Ayele, M. B., Bekele, H. & Workineh, M. (2020). The Influence of Express Mail Service
Quality on Customer Satisfaction: Evidence from EMS Ethiopia. International Journal of
Marketing and Business Communication, 8 (1&2), 1-12.

Tuan, N., & Ly, N. (2020). Factors affecting customers’ satisfaction on service quality - the
case of Duong Vy service trading limited company. Science & Technology Development
Journal - Economics - Law and Management, 4(3), 881 - 896.

Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1993). More on Improving Service Quality
Measurement. Journal of Retailing, 1, 141-147.

Forsythe, S. at al., Development of a scale to measure the perceived benefits and risks of
online shopping, Journal of interactive marketing, 20, 2006

Cronin Jr., J. J., & Taylor, S. (1992). Measuring Service Quality: A Reexamination and
Extension. The Journal of Marketing, 56, 55-68.

Hung, N.V (two thousand and thirteen). Ecommerce. City Economic Publishing House. Ho
Chi Minh

Loc, P. (2015). Research analysis using data with SPSS. Statistical Publishing House.

Anisor1,N. Adela-Eliza1,D. Luciana,C. (2010). The Method Used for Measuring the

Customers' Satisfaction. Transilvania University

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 Price

website
Attitude
intention

Empathy
Response
Customer

Company
Reliability
behavioral
Consumers
Satisfaction

Trading ability
Service quality

Product quality
Responsiveness
How to deliver?
Satisfaction with websites of online retailers in the

√
electronics sector: a study in the Hanoi market

Online service quality and customer satisfaction: A

√
study on online shopping in Vietnam

Assessing customer satisfaction for enterprise e-

√
√
commerce website - a study at TNG Thai Nguyen
Trading and Investment Joint Stock Company

Evaluation of the satisfaction of individual

√
√
customers in Long Bien district about the service
quality of the Sendo.vn website.

Research explores the role of information sources

and the regulatory impact of online shopping
experiences.

Figure 3: Literature Matrix

Factors affecting customer satisfaction with

√
√
products and services of enterprises: the case of
QCL Production

A study to investigate the impact of money transfer,

√

collection and payment service quality on customer

Nguyen Thi Minh Hang E2200030

satisfaction at An Giang Post Office

the factors affecting individual customers’

√
satisfaction with employment services at the
Employment Service Center of Can Tho City

Scientific research results and technology

√
√

application

Factors affecting the customer satisfaction about the

quality of online shopping services in Tien Giang

10
√
√
√
7. APPENDICES – LITERATURE MATRIX

province

Online shopping service quality and customer

√
√

satisfaction: Research on online shopping in

Vietnam

Customer satisfaction for group online shopping

√

services, Economic and Development Magazine

Effect of delivery service quality on customer

√
√

satisfaction and customer loyalty in retail e-

commerce. Industry and Trade Magazine

The Influence of Express Mail Service Quality on

Customer Satisfaction: Evidence from EMS
√

Ethiopia. International Journal of Marketing and

Business Communication

Factors affecting customers’ satisfaction on

service quality - the case of Duong Vy service
trading limited company. Science & Technology
√
√

Development Journal - Economics - Law and

Management

More on Improving Service Quality Measurement.

√

Journal of Retailing

Development of a scale to measure the perceived

√

benefits and risks of online shopping, Journal of

interactive marketing

Measuring Service Quality: A Reexamination and

√

Extension. The Journal of Marketing

Research analysis using data with SPSS. Statistical

√

Publishing House.

Ecommerce. City Economic Publishing House. Ho

√
√

Chi Minh
1
2
1
1
4
4
1
1
2
1
5
2
4

TOTAL
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