BỘ GIÁO DỤC VÀ ĐÀO TẠO

TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH THÀNH PHỐ HỒ CHÍ MINH

MARKETING RESEARCH
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FINAL REPORT
STUDYING THE FACTORS THAT LEAD TO CUSTOMER
SATISFACTION IN COMPANIES' EVENT ORGANIZATION
ACTIVITIES
Lecturer: Ms. Tăng Mỹ Sang

GROUP MEMBERS
Nguyễn Võ Ánh Ngọc
Phạm Hoàng Bảo Ngân
HCMC - 04/12/2023
 Table Of Contents
GROUP MEMBERS..........................................................................................................
CHAP 1: INTRODUCTION..............................................................................................
1.1 Background of the study................................................................................................
1.2 Research objectives........................................................................................................
1.4 Research contribution....................................................................................................
1.5 Structure of the research...............................................................................................
CHAP 2: LITURATURE REVIEW..................................................................................
2.1 Theory.............................................................................................................................
2.2 Concepts..........................................................................................................................
2.2. Analyze each variable on the models:...............................................................
2.3 Hypotheris:...................................................................................................................
2.4 Overview of previous studies.......................................................................................
CHAP 3: RESEARCH METHOD...................................................................................
3.1 Research model.............................................................................................................
3.2 Questionaires................................................................................................................
Chapter 4. Research Result..............................................................................................
4.1. Descriptive statistic.....................................................................................................
Table 4.1.2 Age variables........................................................................................
Table 4.1.3 Position variables.................................................................................
Table 4.1.4 Income variables..................................................................................
4.2 Cronbach’s alpha test..................................................................................................
4.2.1 Testing the tangible of the TP variable measurement scale.......................
4.2.2 Testing the responsiveness of the TP variable measurement scale............
4.2.3 Testing the reliability of the TP variable measurement scale....................
4.2.4 Testing the empathy of the TP variable measurement scale......................
4.2.5 Testing the assurance of the TP variable measurement scale....................
4.2.6 Testing the customer satisfaction of the TP variable measurement
scale...........................................................................................................................
4.3 Exploratary Factor analysis(EFA).............................................................................
4.3.1.1 Independent variables.................................................................................
Table 4.3.1.2..........................................................................................................
Table 4.3.1.3..........................................................................................................
4.3.2 Dependent variable.........................................................................................
 Table 4.3.2.1 Conditions 1...................................................................................
Table 4.3.2.2 Conditions 2+3...............................................................................
Table 4.3.2.3 Conditions 4...................................................................................
4.4 Correlation analysis and multivariate regression.....................................................
4.4.1 Correlation analysis.......................................................................................
Table 4.4.1 Independent variable correlation and dependent variable..........
4.4.2 Regression analysis.........................................................................................
Table 4.4.2: Regression coefficient (R2, Coefficient of determination)...........
Table 4.4.3: Regression coefficient test (ANOVA)............................................
Table 4.4.4: Regression coefficient of multivariate linear regression
model.....................................................................................................................
4.5 Comparison of average motivation levels by gender......................................
Table 4.5: Comparison of average motivation levels by gender......................
Table 4.6 Testing the difference in motivation between two gender
groups, men and women......................................................................................
CHAPTER 5. CONCLUIONS AND MANAGEMENT IMPLICATIONS....................
5.1 Conclusions...................................................................................................................
5.2 Management implications...........................................................................................
CHAP 1: INTRODUCTION
1.1 Background of the study
- Customer satisfaction is a type of sensory feeling of satisfaction after customers'
expectations and requirements have been met, formed through the process of
experiencing and accumulating the use of related products. related to the services the
business provides. (khaosat.me)

According: “Customer satisfaction is a customer's overall attitude toward a service

provider, or an emotional response to differences between what the customer anticipated
before and what they receive, with respect to the satisfaction of some need, goal or
desire”. ( Hansemark and Albinsson, 2004)

Profit is only the immediate goal that businesses aim for. Behind the scenes, companies
always try to give customers satisfaction when experiencing an event designed and
organized by their own company. Because when customers are satisfied, they will be
loyal and stick around for a long time and create many contracts for their events such as:
Events, Weddings, competitions, musical stages... of the company. that organization.
(Team Anfin)

According to Salesforce statistics, more than 50% of consumers are likely to switch
effectively if a business does not meet their needs. The above results show that
providing an experience that meets customer needs is a factor that helps businesses
become more prominent, creating a higher position compared to other businesses.
(According to Salesforce statistics)

Therefore, customer satisfaction research is applicable to all large, medium and small
businesses. In this study, we study customer satisfaction in corporate event organization
activities

- Previous studies on the topic studied the factors that influence customer satisfaction:
Research from Chancellor's Office, California Community Colleges
The topic “An Overview of Customer Satisfaction Models” The concept of customer
satisfaction has gained significant attention in recent years since it has become a critical
aspect for organizations. To analyze this concept, organizations should start by
understanding various customer satisfaction models. Such models provide clear theories
about customer satisfaction, making research and analysis in this field more focused and
less wasteful of research resources.

The focus of this paper is on two levels of models that explain customer satisfaction.
Macro-models of customer satisfaction explain the role of customer satisfaction among
other related concepts in marketing research. Micro-models of customer satisfaction
explain the individual components that contribute to customer satisfaction..

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This paper provides an outline of different models of customer satisfaction from the
perspective of marketing research. The focus is restricted to the material published in the
marketing research literature. However, the paper highlights the importance of this
information in marketing research for designing research in the public sector,
particularly in the domain of community college. (public, two-year institutions).

Later research has produced a new model shown in Figure 2. This model highlights the
concept of value as a driving force in product choice and satisfaction's relationship to it
as a brief psychological reaction to a component of a value chain (or "hierarchy").
Oliver (1999) provides another version of this model, which appears in an abbreviated
form as Figure 3 below. An important point about customer value models is the use of
gross benefit-cost judgments by consumers.

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Figure 4 illustrates the linkage between overall service satisfaction, encounter
satisfaction, and perceived service quality. This model supports the conceptualization of
perceived quality as a separate construct, distinct from satisfaction. (Bitner & Hubbert,
1994). Furthermore, it highlights the construct of a "global" level of satisfaction (the
overall service satisfaction) in contrast to the construct of a component level of
satisfaction (the encounter service satisfaction).

Research from JOURNAL OF RELATIONSHIP MARKETING

The topic “The Impact of Customer Relationship Management and Company Reputation
on Customer Loyalty: The Mediating Role of Customer Satisfaction” The purpose of
this study is to explore the relationship between customer relationship management
(CRM), company reputation, customer satisfaction, and customer loyalty for small and
medium-sized enterprises. Customer satisfaction plays a significant role in building a
company's reputation and loyalty, particularly in unstable markets. Hence, this study
aims to investigate the perspective of Pakistani customers concerning the reputation of a
company.

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This study investigates customer behavior and corporate reputation in the marketing
context, mostly in small and medium-sized enterprises. Therefore, this study is intended
to evaluate the relationships among customer commitment, customer satisfaction, and
customer trust. The main objective of the study is to examine the mediator role of CS in
the relationship between customers, corporate reputation and customer loyalty in the
Pakistani context. To fulfill this objective, we collected data from small and medium-
sized enterprises operationalized in Islamabad and Rawalpindi cities. The data were
collected through structured questionnaires and 181 reliable respondents were used for
further analysis, AMOS and SPSS.23 was used for hypothesis testing. Descriptive
statistics of respondents were conducted through SPSS, while measurement model and
structural model were conducted through the AMOS, and findings suggest that customer
relationship 18 R. U. KHAN ET AL. management and corporate reputation have a
positive and significant impact on customer loyalty. In addition, customer satisfaction
significantly mediates the relation among customer relation management, corporate
commitment and customer loyalty.

1.2 Research objectives

This study aims to explore the factor that generates customer satisfaction to choose the
company that organizes the event. Based on the results, the authors will propose
meanings for corporations to increase their customer satisfaction.
RO1. Discover what impact customer satisfaction brings to event companies.
RO2: Suggesting Meaning to Generate Satisfaction for Their Customers
RQ1: How customer satisfaction affects event companies.
RQ2: What implications do event companies use to bring customer satisfaction to their
company?

1.3 Research scope

The scope of the research is the university student, especially in Ho Chi
Minh.

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 1.4 Research contribution
In today's ever-changing social era, this research helps businesses organize events,
measure impact factors, and influence media factors on choice and capture trends. your
direction. From there, businesses will have strategies and solutions to change to attract
more customers and improve their competitiveness.

1.5 Structure of the research

Research include 5 chapters as follow
Chapter 1: Introduction: Presenting research ideas and acceptance of research
methods, research objectives, research questions, microresearch groups, research
projects, research methods, history practice and correct the subsection.
Chapter 2: Literature reviews: The studies, the theoretical views of the previous
studies, the conceptual theories and the original research models of the subject.
Chapter 3: Methodology: Elaborates on the methods of research and development of
the problem of fishing.
Chapter 4: Results and discussions: Describe the research structure and the results of
the research.
Chapter 5: Conclusions and Management implication: Give practical conclusions
about the research.

CHAP 2: LITURATURE REVIEW

2.1 Theory

Intentional behavior theory (TPB) (Ajzen, 1991), developed from rational

action theory (TRA; Ajzen & Fishbein, 1975), assumes that a behavior can
be predicted or explained by behavioral tendencies to perform that behavior.

Behavioral tendencies are assumed to include the motivating factors that

influence behavior, and are defined as the level of effort with which people
attempt to perform that behavior (Ajzen, 1991).

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The Theory of Planned Behavior (TPB) has been widely applied in a variety of
fields, including education, management, finance, environment, and business.

Planned behavior theory can be used to support the research process of

customer and consumer behavior in Marketing. Because in today's era of
booming digital age, customers have more choices and increasingly competitive
markets, the battle to capture customer psychology and behavior is one of the
fiercest battles of Marketing because the power of customers has been growing
and playing an important role in the buying and selling of goods and services.
More diverse shopping channels such as Omni channel, cross-channel buying,
and shopping behavior are also more complex such as Showrooming and
Webrooming. (Wikipedia)

2.2 Concepts
2.2. Analyze each variable on the models:
- Research Topics: Research the factors that lead to customer satisfaction in the event
organization of companies
Hello Sir/Madam. We are working on the research topic “Research the factors that lead
to customer satisfaction in the event organization of companies”. All information you
provide to me is used only for research purposes of the subject, we do not use it for any
other purpose at all. May you take some time to exchange some of your thoughts and
please note that there is no right or wrong view, all of your views are helpful to our
research. We assure you that information from you is kept strictly confidential. Thank
you very much for your cooperation.
- Part I. Research questions
Personal information
Gender
 Male  Female
Age
16-24  25-44  45-59
Position
 Students, undergraduate  Freelancer
 Activists in the event industry  Event Attendees
Income
 Less than 10 million VND  10 to 30 million VND
 50 to 100 million VND
Survey table

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HI.2. Survey results table

In terms of gender, the study included 64 men and 112 women, representing 37.5% and
62.5%, respectively. These results demonstrate adequate gender representation in the
sample.

The sample consisted of 176 people in total, with the majority being between the ages of
25 to 44 years old (119 people), accounting for 67.6% of the sample. The second largest
age group was between 16 to 24 years old (30 people), accounting for 17% of the
sample. The third largest age group was between 45 to 59 years old (27 people),
accounting for 15.4% of the sample. Based on these results, it can be concluded that the
average age of the study sample is quite young.
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The sample consisted of 176 people, with 69 of them being freelancers (39.2%), 62
employed in the event industry (35.2%), 40 students (22.7%), and 5 who did not specify
their occupation (2.8%).

Out of the total number of people surveyed, 97 individuals (mostly students) earning
less than VND10-30 million per month accounted for 55.1% of the group. 54 people
earning between VND50-100 million per month accounted for 30.7%, whereas 25
people earning less than VND10 million per month accounted for 14.2% of the total.

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2.2.1 Customer satisfaction
The presence of several event management companies in the market is dependent on
having a considerable number of happy customers. Customers are a crucial aspect of the
growth and survival of these companies in the market. It's evident that in order to face
up to competition, companies must offer unique and valuable services to their customers
that cater to their individual needs. This satisfaction includes not just the emotions
attached to the process of purchasing, but also the overall experience before and after the
purchase is made.
The consumer need means a demand for specific goods and services. According to J.
Senyszyn: “Consumer need is a state of indispensability of products possession or use,
being a result of achieved level of development of the human environment and his
requirements as a bio-psycho-social structure”. All the consumption needs refer to with
the products of human labour.

2.2.2 There is a positive relationship between tangibility and customer satisfaction

The tangibles dimension of service quality refers to the physical aspects such as
facilities, equipment, and personnel appearance. According to Yator (2012), tangible
factors such as well-furnished reception desks or trained personnel can significantly
impact customer perceptions of service quality. Similarly, Alsaqre (2011) recommends
that organizations pay close attention to all tangible factors as they can influence
customer loyalty and ultimately lead to increased profits. In a study conducted by
Abdullah, Razak, Marzuki et al. (2013) on the satisfaction levels of tourists at Langkawi
Island jetty terminals, five factors were identified as critical to customer satisfaction:
comfort, safety, cleanliness, sufficiency, and functionality of the facilities provided. The
study recommends that operators of tourism products and services should have a precise
plan and approach to maintain their facilities, ensuring tourist activities are carried out
without unnecessary hindrances and maintaining high levels of customer satisfaction.

2.2.3 There is a positive relationship between responsiveness and customer

satisfaction
Customer responsiveness is a crucial aspect of service performance, which involves the
use of market intelligence to meet customer needs. This concept is based on rational
choice theory and recognizes the customer as an essential part of the service
performance evaluation process. Customer responsiveness is especially important in the
service industry, and the implications of these findings for management and research are
also discussed.

2.2.4 There is a positive relationship between empathy and customer satisfaction

According to a recent study, having empathy towards customers can increase their
satisfaction and improve their interactions with employees. This, in turn, can lead to
more positive experiences for both parties. The study also found that when customers
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have empathy, they are more likely to forgive any negative experiences they may have
had and remain loyal to the company. In summary, empathy plays a crucial role in
creating strong and lasting relationships between businesses and their customers.

2.2.5 There is a positive relationship between assurance and customer satisfaction

This study explores how third-party assurance, a security service provided by vendors to
alleviate customer fears, has an impact on online customer satisfaction and repeat
purchase intentions.

2.3 Hypotheris:
H1: There is a positive relationship between tangibility and customer satisfaction.
The military operations areas should provide facilities with high accessibility and
adequate, comfortable basic amenities.
H2: There is a positive relationship between responsiveness and customer satisfaction.
The provider should be willing to take urgent actions, and deliver clear, correct
information regarding peacekeeping mission objectives.
H3: There is a positive relationship between reliability and customer satisfaction.
The provider should be willing to fullfil promises, improve service performance, and
solve problems using good methods in the operations areas
H4: There is a positive relationship between empathy and customer satisfaction.
The provider should be willing to take care and hear complaints/suggestions from
soldiers in the operations areas.
H5: There is a positive relationship between assurance and customer satisfaction.
The provider should place unflinching trust in the soldiers, as well as exhibit high
professionalism and knowledge in dealing with soldiers in the operations areas.
H6: Customer Satisfaction
Customer Satisfaction The provider should be willing to maintain and fulfil soldiers’
needs and expectations in the operations areas.

2.4 Overview of previous studies

1. Research from An Analysis of Running Event Consumer Behaviors
The purpose of this study was to observe consumer behavior with the aim of coming up
with concepts for selecting events that influence consumers' decisions to attend running
events, especially for a running festival in the Midwestern United States. In partnership
with a major jogging festival in the Midwestern United States, the data was collected
through an online questionnaire. A total of 1,650 individuals completed the survey with
1,235 people completing additional questions for the process resulting in a result of
74%. Through the results of this study, the autonomous motivation of runners was
significantly greater among those who participated in more events or longer distances
during the festival. Similarly, athletes with higher levels of involvement also noticed
less internal binding than those with lower levels of involvement.

2. Research from How events work: understanding consumer responses to event

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marketing
Event marketing is a fast-growing marketing communication. The authors developed a
model linking purchase intention with brand and event attitudes and emotions to
determine consumer behavior. The model is based on research on sponsorship,
advertising effectiveness, emotional responses, and neuropsychological theory,
providing a comprehensive view of event effects on consumer behavior.

3. Research from Consumer Behavior Research Methods

This research program depends on income data that can either be primary or secondary.
To ensure high accuracy, researchers must have direct involvement in the process.
Based on the type of data, research methods are categorized into qualitative and
quantitative methods. In this chapter, we will describe the most important and
commonly used qualitative and quantitative methods. The main aim of the research is to
assess and identify ways to enhance the consumer behavior research method.

4. Research from Effect of Customer Relationship Management on Customer

Satisfaction
In today's highly competitive market, it is crucial for companies to establish a strong
connection between customers and the company. To achieve this, a good CRM
(customer relationship management) program can help companies satisfy their
customers. A recent study has found an effective method to set up a CRM program that
can satisfy customers. The study shows that customer relationship management has a
significant impact on customer satisfaction, and the two variables have a positive
correlation. Therefore, if a company establishes a strong and reliable CRM program, its
customers will be more satisfied and loyal to the company. The study concludes that
CRM plays a crucial role in increasing market share, enhancing productivity, improving
employee morale, deepening customer knowledge, increasing customer satisfaction, and
improving customer loyalty. By implementing a CRM program, the company can
identify its customers, understand their needs, and provide them with more personalized
services to increase their satisfaction.

5. Research from Exploring industry priorities regarding customer satisfaction and

implications for event evaluation
The aim of this study is to investigate the factors that event organizers and venue
managers prioritize when it comes to evaluating customer satisfaction. A sample of
organizers and managers were given a questionnaire to determine what they prioritize in
terms of customer satisfaction feedback. The findings revealed that many respondents
have not conducted formal evaluations, citing time and resource constraints as the
primary obstacles. Furthermore, while many satisfaction-related criteria were rated as
important, the motivations of individuals for attending events were often overlooked,
revealing a gap in the evaluation literature. The research suggests that developing a set
of evaluation questions is a complex task due to the number of potential variables in
terms of events and audiences. This paper proposes alternative ways of structuring and
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utilizing banks of evaluation questions that are linked to attendee profiles and
motivations by connecting the priority areas identified by the respondents with
evaluation literature and event attendee motivations. The central premise of this paper is
that the evaluation of consumer satisfaction should be based on consumer motivations
and expectations for it to be viable, meaningful, and aid future event development and
enhancement. This raises many questions and avenues for future research to progress in
the area of logistically feasible evaluation, which generates rich and meaningful data.

6. Research from Customer satisfaction and its consequences on customer

behaviour revisited: The impact of different levels of satisfaction on word‐of‐
mouth, feedback to the supplier and loyalty
The study aims to investigate whether there is a difference in the relationship between
customer satisfaction and customer behaviour in cases of low and high satisfaction
levels. The study examined three different behavioural variables, namely, word-of-
mouth, feedback to the supplier, and loyalty. The findings suggest that differences do
exist in the relationship between customer satisfaction and customer behaviour for each
of the variables examined. Additionally, the patterns that emerged were different for
each variable.

7. Research from Study on the Influence of Service of Service Quality on Customer

Loyalty of the Tourist Industry Event
The purpose of this study is to explore how service quality impacts customer satisfaction
and customer loyalty in the tourist industry events. The research has found that service
quality has a significant impact on both customer satisfaction and customer loyalty. The
overall explanatory power ($R^2$) on customer satisfaction due to service quality was
47.1%, and the overall explanatory power ($R^2$) on customer loyalty due to service
quality was 36.6%. The F-test was conducted to confirm the statistical significance of
the regression equation on determining the effect of service quality on customer loyalty.
The results showed a value of 157.599, which confirms the statistical significance of the
regression equation. The t-test was also conducted to determine the statistically
significant variables of service quality of tourism industry events, which showed a value
of t=5.359, p= .000. The analysis revealed that customer satisfaction has a positive
impact on customer loyalty (t=12.554, p= .000). Therefore, the hypothesis that the
quality of service affects customer satisfaction and loyalty was supported. In conclusion,
the research found that the higher the level of service quality in terms of tangibility,
reliability, responsiveness, confidence empathy, and event quality, the higher the level
of customer satisfaction.

8. Research from Factors affecting customer satisfaction in voluntourism event

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The topic of voluntourism event management requires strong event management skills.
Voluntourism is a new kind of tourism which has not yet been extensively studied in
terms of event management. For this reason, we have chosen to focus on a specific
voluntourism event management company, Gapper International Voluntourism (GIV),
as a case study. This paper aims to study the relationship between event management
skills and user satisfaction level based on the real-life case of GIV. Based on our
literature review, we have identified key performance areas such as program quality,
accommodation arrangements, IT technology, additional services, and customer services
that could potentially improve the satisfaction level of voluntourism event participants.
Furthermore, we have identified and explained various event management skills. We
will adopt various research methods, such as interviews and survey questionnaires to
offer a comprehensive study on the subject based on a systematic framework. From our
research, we will identify and analyze significant factors that largely affect customer
satisfaction levels. By considering the most significant factors and event management
skills, we will make certain recommendations and suggestions to increase the
satisfaction level of customers participating in voluntourism events, such as improving
customer services, accommodation standards, and program arrangements
9. Research from Impact of Creativity and Lifestyle on Customer Satisfaction in
Event Planning Services: A Quantitative Study
This research focuses on exploring the impact of creativity and lifestyle on customer
satisfaction in the event planning industry. The study adopted a quantitative approach
and collected data from 100 customers who had used event planning services within the
past six months. The analysis revealed that creativity has a significant influence on
enhancing customer satisfaction, indicating that higher levels of creativity lead to higher
levels of satisfaction. Additionally, lifestyle was also identified as a positive predictor of
customer satisfaction, suggesting that individuals with a higher lifestyle are more likely
to be satisfied with event planning services. These findings emphasize the importance of
considering creativity and lifestyle factors in improving customer satisfaction in the
event planning industry.

10. Research from The influence of eventscape on emotions, satisfaction and

loyalty: The case of re-enactment events
Re-enactment events are gaining popularity worldwide. A new model has been
proposed, which suggests that the environment and atmosphere of such events have a
positive impact on the attendees' satisfaction and loyalty by generating emotional
experiences. This model also suggests that two different emotions - pleasure and arousal
- play a crucial role in the relationship between the environment and satisfaction. The
model's effectiveness was tested using Partial Least Squares Structural Equation
Modeling (PLS-SEM) and data collected from a popular re-enactment event held in
Portugal. The study's results indicate that the design and entertainment are the most
critical aspects of the environment that have a significant impact on both pleasure and
arousal, satisfaction, and loyalty. The study also suggests that pleasure is the only
emotion that significantly impacts satisfaction and loyalty, and it also plays a mediating
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role in the relationship between the environment and satisfaction. On the other hand,
arousal does not have a direct or mediating effect. This study provides valuable insights
and guidelines for managing re-enactment events.

11. Service Quality (Servqual) and its Effect on Customer Satisfaction in Retailing
Excellent service quality within retail units is essential for satisfying customers,
retaining them, and creating loyalty amongst them. This research uses the SERVQUAL
model to analyze the gap between customer perceptions and expectations regarding the
services provided by retail units in the South Indian state of Andhra Pradesh. The study
assesses the level of customer satisfaction with the services offered at selected retail
units in the city of Hyderabad.. Five dimensions in service quality (servqual), tangibility,
reliability, responsiveness, empathy, and assurance (Parasuraman, Zeithaml, &Berry,
1985) have been considered for this empirical research. General purpose of this research
to know some factors that impact customer satisfaction. The purpose are (1) to describe
applied of service quality (servqual) dimension in retail Business (2) to know service
quality (servqual) dimensions that make customers satisfied, and (3) to know service
quality (servqual) dimensions that are dominant in influencing customer satisfaction.
The research methodology was carried out in a survey crosssectional applied to 369
respondents. The data collected was analyzed using reliability methods, correlation, and
regression techniques. The research findings indicated that the services provided by
retail units have a positive and significant impact on customer satisfaction. The results
of this empirical research reinforce the idea that Service Quality dimensions are crucial
for customer satisfaction in retail. The retail sector is rapidly growing and offers
substantial growth potential and opportunities in fast-growing economies like India.

12. The Application of SERVQUAL Distribution In Measuring Customer

Satisfaction of Retails Company
Purpose - This study aims to examine and explore how customers perceive the different
aspects of service quality in retail stores located in Makassar Municipality, Indonesia.
The findings of this research will be presented empirically and could be beneficial in
developing strategies to enhance the service quality of retail companies in the area.
Research design, data, and methodology - The study utilizes Parasuraman's unmodified
SERVQUAL approach from 1985. A questionnaire was used to collect data from 150
housewife customers, who were randomly selected while shopping. The study focused
on various retail companies in Makassar, Indonesia, including Alfa Mart, Alfa Midi, and
Indomart, which have been in operation since 2017. The collected data was analyzed
using quantitative descriptive analysis, measurement of variable dimensions on the
questionnaire using a Likert scale. Cartecius and quadrant graphs were also used to
determine the gap size of each variable.
Result – This study suggests prioritizing tangible and empathy dimensions, such as
product layout and lighting condition, and addressing prominent gaps in peak load time
condition and problem-solving adjustment.
Conclusion - The second priority is responsiveness dimensions, and the last priority is
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reliability and assurance dimensions.

13. Customers’ Perception on Service Quality towards Satisfaction: An Application

of SERVPERF in State Sector Banks in Sri Lanka
In today's highly competitive and ever-evolving business world, many service
organizations struggle to survive. One of the key ways to gain a competitive edge in the
banking industry is by providing high-quality services, as the services offered are
primarily intangible in nature. Therefore, service quality has become a vital tool for not
just surviving, but thriving in this industry. Service quality has become a widely
discussed topic in marketing literature. In this study, we aimed to measure consumers'
perceived service quality in state banks in Sri Lanka and its impact on customer
satisfaction, using the 22-item SERVPERF Scale. We used a multi-stage sampling
procedure and obtained responses from 150 participants in Ratnapura district. The data
for this study was collected through a questionnaire, which was administered by
interviewers. The results revealed that consumers have a higher level of positive
perception regarding the SERVPERF dimensions. All the dimensions, including
'reliability', 'assurance', 'empathy', 'tangibles' and 'responsiveness', contributed
significantly to the service quality in state banks in Sri Lanka. Furthermore, the study
revealed that there is a strong positive linear relationship between overall service quality
and customer satisfaction in state banks in Sri Lanka. The study confirmed that the
SERVPERF scale is applicable for measuring the service quality of the banking sector
in Sri Lanka.

Customer Satisfaction Studies in Vietnam

1. CUSTOMER EXPERIENCE, PERCEIVED VALUE AND SATISFACTION
This study aims to examine how two aspects of consumer experiences, namely their
perception of economic value and emotional value, affect their satisfaction when
booking a hotel. The data from 803 online customer reviews were analyzed using
content analysis. The results indicate that both economic and emotional values have a
positive impact on customer satisfaction. However, the perception of economic value,
such as location, service, room, food, and facilities, has a greater influence than
emotional value. This finding suggests that hotel managers should prioritize investing in
customer experiences that provide economic value, while also not neglecting those that
elicit emotional value perception from customers.

2. MODEL FOR ASSESSING USER SATISFACTION WITH THE QUALITY

OF STATISTICAL INFORMATION
The study of user satisfaction with the quality of service has attracted a lot of interest
from academics and scientific researchers. Satisfaction assessment models do not only
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 stop at assessing quality, but also go further in assessing the relationship between quality
and customer satisfaction of service products. Since quality is the prerequisite and also
the main factor affecting customer satisfaction, making customers satisfied, therefore,
the evaluation of customer satisfaction is often closely related to the evaluation of the
quality of products and services. In this article, we focus on researching and introducing
5 typical models of service quality assessment, analyzing the characteristics of models
by which to give reasons and propose a model for assessing the level of user satisfaction
with the quality of statistical information in Vietnam, the relationship between the
components of the model.

3. FACTORS AFFECTING THE SATISFACTION OF THE QUALITY OF

INTERNET BANKING SERVICES OF INDIVIDUAL CUSTOMERS
It's interesting to learn that this study aims to identify and analyze the factors affecting
individual customer satisfaction at Internet-banking service quality. It's good that the
study uses econometrics and exploratory factor and regression analysis methods to
analyze data collected directly from 374 customers using Internet-banking services. It's
great to know that the study has identified five factors that affect customer satisfaction,
including web interface, empathy, reliability, responsiveness, and logging-in. The
research suggests a number of prioritized policies to optimize customer satisfaction at
Internet-banking services provided by banks, which is very important for improving the
quality of services.

CHAP 3: RESEARCH METHOD

3.1 Research model

Figure 01: Theoretical Framework

3.2 Questionaires
Totally Disagree No Agree Totally agree
disagree comments

1 2 3 4 5

STT Variable Survey Content Level of consent

encoding 1 2 3 4 5

1 Tangible
19
 1 Company equipped troops
with modern and latest
equipment.
2 Sufficient equipment were
supplied for operations.

3 Suitable equipment were

provided for operations in any
weather conditions.
2 Responsiveness
1 Staff courteously served the
researcher.

2 Less mistakes occurred

dealing with company.

3 Totally believed with services

provided by company.
3 Reliability
1 Company made fewer
mistakes in meeting
operations demand.
2 Company ensured excellent
services.

3 Company staff provided best

options to solve problems.

4 Company staff delivered

excellent services for any
demand.
4 Empathy
1 Company staff metes the
required services.

2 Company staff responded fast

to solve any demand.

3 Company staff displayed

willingness to help.

4 Company staff were well-

informed and so l explained
20
 well.
5 Assurance
1 Company staff understand the
researcher’s needs and wants.
2 Company staff understand the
researcher well.

3 Less waiting time for services

at company.

6 Customer
Satisfaction
1 I am satisfied with this
company.
2 My decision to visit this
company has been a wise one.
3 I did the right thing when I
decided to used service in
here.

Chapter 4. Research Result

4.1. Descriptive statistic

Giới tính
Frequency Percent Valid Cumulative
Percent Percent
Nam 64 36.4 36.4 36.4
Valid Nữ 112 63.6 63.6 100.0
Total 176 100.0 100.0

21
Results in table 4.1 show that the male gender group appears 64 times, accounting for
36.4%, while the female gender group appears 112 times, accounting for 63.6%. Thus,
there is a difference between the two gender variables in this survey.

Table 4.1.2 Age variables

Độ tuổi
Frequency Percent Valid Cumulative
Percent Percent
Từ 16-24 31 17.6 17.6 17.6
Từ 25-44 118 67.0 67.0 84.7
Valid
Từ 45-59 27 15.3 15.3 100.0
Total 176 100.0 100.0
The results of Table 4.1.2 show that, out of the total 176 survey participants, 31 people
are under the age of 16-24, accounting for 17.6%, 118 people are under the age of 25-
44, accounting for 67%, and 27 people are over the age of 45-59, accounting for 15.3%
Thus, survey participants were of diverse ages and mainly concentrated the age 16-24
and 25-44, with a lower rate of 45-59 year

Table 4.1.3 Position variables

Chức vụ
Frequency Percent Valid Cumulative
Percent Percent
Học sinh 5 2.8 2.8 2.8
Sinh viên 41 23.3 23.3 26.1
Nghề nghiệp tự do 69 39.2 39.2 65.3
Valid
Người làm trong sự
61 34.7 34.7 100.0
kiện
Total 176 100.0 100.0
The results of Table 4.1.3 show that, out of a total of 176 participants in the survey, 34

22
were in the student group accounted for 2.8%, 41 were in the student group accounted
for 23.3%, and 69 in the liberal group accounted for 39.2%, 61 in the group of people
who were active in events accounted for 34.7%.
Therefore, the occupations of the survey participants are mainly students, freelancers
and event workers, students whose percentage of differences is not too high.

Table 4.1.4 Income variables

Thu nhập / tháng
Frequency Percent Valid Cumulative
Percent Percent
Dưới 10 triệu 25 14.2 14.2 14.2
Từ 10-30 triệu 95 54.0 54.0 68.2
Valid Từ 50-100
56 31.8 31.8 100.0
triệu
Total 176 100.0 100.0
Table 4.1.4 results show that the group with income under 10 million appeared 25 times
accounting for 14.2% and the group with income 10-30 million appeared 95 times
accounting for 54%, while the group with income 50-100 million appeared 56 times
accounting for 31.8%.
Thus, there is not too big a difference between the three income variables in this survey.

4.2 Cronbach’s alpha test

4.2.1 Testing the tangible of the TP variable measurement scale
Item-Total Statistics
Cronbach’s
alpha Scale Mean Scale Corrected Item- Cronbach's
= 0.783 > if Item Variance if Total Alpha if Item
0.7 Deleted Item Deleted Correlation Deleted
TAN1 7.20 2.240 .654 .672
TAN2 7.14 2.397 .581 .750
TAN3 7.18 2.287 .631 .697
The results of table 4.2.1 show that Cronbach's alpha coefficient = 0.783 > 0.7.
Therefore, the TP 1,2,3 scale of the TP variable has a high level of reliability and can be
used for in-depth research in the next section.

23
4.2.2 Testing the responsiveness of the TP variable measurement scale
Item-Total Statistics
Cronbach’s
alpha Scale Mean Scale Corrected Item- Cronbach's
= 0.740 > if Item Variance if Total Alpha if Item
0.7 Deleted Item Deleted Correlation Deleted
RES1 7.08 2.222 .590 .626
RES2 7.10 2.309 .545 .679
RES3 7.06 2.282 .561 .660
The results of table 4.2.2 show that Cronbach's alpha coefficient = 0.740 > 0.7.
Therefore, the TP 1,2,3 scale of the TP variable has a high level of reliability and can be
used for in-depth research in the next section.

4.2.3 Testing the reliability of the TP variable measurement scale

Item-Total Statistics
Cronbach’s
alpha Scale Mean Scale Corrected Item- Cronbach's
= 0.800 > if Item Variance if Total Alpha if Item
0.8 Deleted Item Deleted Correlation Deleted
RES1 7.08 2.222 .590 .626
RES2 7.10 2.309 .545 .679
RES3 7.06 2.282 .561 .660
The results of table 4.2.3 show that Cronbach's alpha coefficient = 0.800 > 0.8.
Therefore, the TP 1,2,3 scale of the TP variable has a high level of reliability and can be
used for in-depth research in the next section.

4.2.4 Testing the empathy of the TP variable measurement scale

Item-Total Statistics
Cronbach’s
alpha Scale Mean Scale Corrected Item- Cronbach's
= 0.824 > if Item Variance if Total Alpha if Item
0.8 Deleted Item Deleted Correlation Deleted
EMP1 10.64 5.865 .570 .814
EMP2 10.66 5.232 .750 .731
EMP3 10.74 5.517 .626 .790
24
The results of table 4.2.4 show that Cronbach's alpha coefficient = 0.824 > 0.8.
Therefore, the TP 1,2,3 scale of the TP variable has a high level of reliability and can be
used for in-depth research in the next section.

4.2.5 Testing the assurance of the TP variable measurement scale

Item-Total Statistics
Cronbach’s
alpha Scale Mean Scale Corrected Item- Cronbach's
= 0.769 > if Item Variance if Total Alpha if Item
0.7 Deleted Item Deleted Correlation Deleted
ASS1 6.90 2.808 .603 .687
ASS2 7.12 2.689 .627 .660
ASS3 7.03 2.867 .575 .717
The results of table 4.2.5 show that Cronbach's alpha coefficient = 0.769 > 0.7.
Therefore, the TP 1,2,3 scale of the TP variable has a high level of reliability and can be
used for in-depth research in the next section.

4.2.6 Testing the customer satisfaction of the TP variable measurement scale

Item-Total Statistics
Cronbach’s
alpha Scale Mean Scale Corrected Item- Cronbach's
= 0.795 > if Item Variance if Total Alpha if Item
0.7 Deleted Item Deleted Correlation Deleted
CS1 7.59 2.461 .649 .710
CS2 7.63 2.509 .620 .740
CS3 7.66 2.466 .645 .714
The results of table 4.2.6 show that Cronbach's alpha coefficient = 0.795 > 0.7.
Therefore, the TP 1,2,3 scale of the TP variable has a high level of reliability and can be
used for in-depth research in the next section.

4.3 Exploratary Factor analysis(EFA)

4.3.1.1 Independent variables
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
.775
Adequacy.
25
 Approx. Chi-Square 1237.544
Bartlett's Test of
df 136
Sphericity
Sig. .000
The results of table 4.3.1.1 show that the KMO coefficient =0.775>0.5 and the KMO
coefficient passes the Bartlett's test at the significance level <0.000. In other words,
factor analysis is appropriate.

Table 4.3.1.2
Total Variance Explained
Extraction Sums of Rotation Sums of
Initial Eigenvalues Squared Loadings Squared Loadings
% of % of % of
Comp Varian Cumula Varian Cumula Varian Cumula
onent Total ce tive % Total ce tive % Total ce tive %
1 5.658 33.281 33.281 5.658 33.281 33.281 2.546 14.975 14.975

2 1.622 9.539 42.821 1.622 9.539 42.821 2.494 14.670 29.645

3 1.545 9.089 51.909 1.545 9.089 51.909 2.230 13.116 42.761

4 1.464 8.610 60.520 1.464 8.610 60.520 2.156 12.680 55.441

5 1.232 7.249 67.769 1.232 7.249 67.769 2.096 12.328 67.769

6 .709 4.169 71.938

7 .655 3.851 75.789

8 .570 3.355 79.144

9 .565 3.322 82.466

10 .540 3.176 85.642

11 .483 2.840 88.482

26
 12 .460 2.704 91.186

13 .418 2.456 93.642

14 .410 2.411 96.052

15 .323 1.903 97.955

16 .243 1.427 99.382

100.00
17 .105 .618
0
Extraction Method: Principal Component Analysis.
The results of table 4.3.1.2 show as follows, the analytical model goes through 3 stages,
starting, extracting and rotating factors (varimax), the model creates 17 starting factors,
however there are only 2 The factor has Eigenvalues > 1, the remaining factors are < 1
and are eliminated when included in the decompression model and rotation model. The
result after rotating the model factors is 2 factors with Eigenvalues coefficients.
=14.975>1, 14.670>1, 13.116>1, 12.680>1, 12.328>1.
Thus, the model creates 5 variables as initially hypothesized.
The NTNT model produced two factors and together explained 67.769% (>50%) of the
factor analysis model. Therefore, the two factors formed are suitable.

Table 4.3.1.3
Rotated Component Matrixa
Component
1 2 3 4 5
REL1 .771
REL2 .752
27
REL4 .750
REL3 .738
EMP4 .813
EMP1 .747
EMP3 .727
EMP2 .702 .527
RES3 .785
RES1 .768
RES2 .710
TAN1 .822
TAN3 .793
TAN2 .772
ASS2 .801
ASS1 .795
ASS3 .777
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 6 iterations.
The results of table 4.3.1.3 show that after performing factor rotation, the factor analysis
model produces 5 factors with scales converging on their own group. The convergence
coefficients of the scales are all >0.5. Therefore, the factors that make up are valid.

4.3.2 Dependent variable

Table 4.3.2.1 Conditions 1
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
.808
Adequacy.
Bartlett's Test of Approx. Chi-Square 936.787
28
 df 120
Sphericity
Sig. .000
The results of table 4.3.2.1 show that the KMO coefficient=0.808>0.5. At the same time,
the KMO coefficient passes the Bartlett test at the significance level <.000 (0% error), or
in other words, factor analysis for the dependent variable is appropriate.

Table 4.3.2.2 Conditions 2+3

Total Variance Explained
Extraction Sums of Rotation Sums of Squared
Initial Eigenvalues Squared Loadings Loadings
% of % of
Comp Varianc Cumulat Varian Cumulati % of Cumulati
onent Total e ive % Total ce ve % Total Variance ve %
31.75 2.52
1 5.081 31.755 31.755 5.081 31.755 15.765 15.765
5 2
2.14
2 1.589 9.930 41.685 1.589 9.930 41.685 13.425 29.190
8
3 1.478 9.238 50.923 1.478 9.238 50.923 2.092 13.073 42.263
4 1.353 8.457 59.379 1.353 8.457 59.379 1.990 12.436 54.699
5 1.230 7.688 67.067 1.230 7.688 67.067 1.979 12.368 67.067
6 .708 4.426 71.493
7 .611 3.817 75.311
8 .565 3.534 78.844
9 .558 3.488 82.332
10 .524 3.277 85.609
11 .464 2.902 88.510
12 .457 2.854 91.365
13 .417 2.605 93.969
14 .410 2.561 96.530
15 .315 1.966 98.496
16 .241 1.504 100.000
Extraction Method: Principal Component Analysis.
Table 4.3.2.2 produces factors with coefficient Eigenvalues=1.979>1 and this factor
explains 67.067% of the rural development model (50%), and Eigenvalues=1.990>1 and
this factor explains 54.699% of the rural development model (50%) the factors created
are valid.

29
Table 4.3.2.3 Conditions 4
Component
Matrixa
Component
1
CS1 .849
CS3 .847
CS2 .831
Extraction Method:
Principal
Component
Analysis.
a. 1 components
extracted.

Table 4.3.2.3 shows that the convergence coefficients of the scales are all >0.5.
Therefore, the factor is made up of 3 valid scales (CS1, CS2, CS3). Because there is
only 1 factor in the model, no discriminant value exists. In other words, condition 5 does
not need to be considered for the dependent variable. Thus, the dependent variable is
found in the model as follows: CS=Mean(CS1, CS2, CS3).

4.4 Correlation analysis and multivariate regression

4.4.1 Correlation analysis
Table 4.4.1 Independent variable correlation and dependent variable
Correlations
CS TAN RES REL EMP ASS
Pearson
1 .534** .599** .500** .640** .517**
Correlation
CS
Sig. (2-tailed) .000 .000 .000 .000 .000
N 176 176 176 176 176 176
Pearson
.534** 1 .387** .337** .338** .297**
Correlation
TAN
Sig. (2-tailed) .000 .000 .000 .000 .000
N 176 176 176 176 176 176
Pearson
.599** .387** 1 .371** .381** .340**
Correlation
RES
Sig. (2-tailed) .000 .000 .000 .000 .000
N 176 176 176 176 176 176
** ** **
REL Pearson .500 .337 .371 1 .364** .338**
Correlation
30
 Sig. (2-tailed) .000 .000 .000 .000 .000
N 176 176 176 176 176 176
Pearson
.640** .338** .381** .364** 1 .314**
Correlation
EMP
Sig. (2-tailed) .000 .000 .000 .000 .000
N 176 176 176 176 176 176
Pearson
.517** .297** .340** .338** .314** 1
Correlation
ASS
Sig. (2-tailed) .000 .000 .000 .000 .000
N 176 176 176 176 176 176
**. Correlation is significant at the 0.01 level (2-tailed).
The remaining independent variables all have correlation coefficients greater than 0.3
and are significant at the 0.00 level (100% confidence). Thus, the variables included in
the model meet the conditions to be included in the multivariate regression model.

4.4.2 Regression analysis

Table 4.4.2: Regression coefficient (R2, Coefficient of determination)
Model Summaryb
Model R R Square Adjusted R Std. Error of Durbin-
Square the Estimate Watson
a
1 .818 .670 .660 .43706 1.956
a. Predictors: (Constant), ASS, TAN, EMP, REL, RES
b. Dependent Variable: CS

Table 4.4.3: Regression coefficient test (ANOVA)

ANOVAa
Model Sum of df Mean Square F Sig.
Squares
Regression 65.895 5 13.179 68.993 .000b
1 Residual 32.473 170 .191
Total 98.368 175
a. Dependent Variable: CS
Regression coefficient R2 = 0.670 (F=68.993; significant at the 0.000 level), the
regression coefficient reaches 100% reliability. In other words, the regression coefficient
is statistically significant. Specifically, the 5 independent variables included in the
model together explain 67% of the variation in the dependent variable, leaving the
remaining 33% (100 - 67% = 33%) that this model cannot explain. Thus, the regression

31
model under consideration is quite meaningful, and can be used to make management
implications.

Table 4.4.4: Regression coefficient of multivariate linear regression model

Coefficientsa
Unstandardized Standardized
Coefficients Coefficients
Model t Sig.
Std.
B Beta
Error
-
(Constant) -.373 .233 .110
1.605
TAN .213 .052 .205 4.089 .000
1 RES .278 .055 .263 5.082 .000
REL .140 .054 .132 2.600 .010
EMP .351 .050 .357 7.048 .000
ASS .199 .047 .210 4.255 .000
a. Dependent Variable: CS
- Variable TC: Regression coefficient B = 0.205 (t = 1.605; P = 0.000 < 0.05). This
means that the TC variable has a significant impact on customer satisfaction.
- Variable RES: Regression coefficient B = 0.263 (t = 5.082; P = 0.000 < 0.05). This
means that the RES variable has a significant impact on customer satisfaction.
- Variable REL: Regression coefficient B = 0.132 (t = 2.600; P = 0.010 < 0.05). This
means that the REL variable has a significant impact on customer satisfaction.
- Variable EMP: Regression coefficient B = 0.357 (t = 7.048; P = 0.000 < 0.05). This
means that the EMP variable has a significant impact on customer satisfaction.
- Variable ASS: Regression coefficient B = 0.210 (t = 4.255; P = 0.000 < 0.05). This
means that the ASS variable has a significant impact on customer satisfaction.

32
 4.5 Comparison of average motivation levels by gender
Table 4.5: Comparison of average motivation levels by gender
Group Statistics
Giới tính N Mean Std. Std. Error
Deviation Mean
Nam 64 3.7240 .66549 .08319
CS
Nữ 112 3.8631 .79230 .07487

Table 4.6 Testing the difference in motivation between two gender groups, men and
women
Independent Samples Test
Levene's t-test for Equality of Means
Test for
Equality
of
Variance
s
F Sig. t df Sig. Mean Std. Error 95%
(2- Differenc Differenc Confidence
tailed e e Interval of the
) Difference
Lower Upper
Equal
-
variance -.3707 .0924
.943 .333 1.18 174 .237 -.13914 .11734
s 4 6
6
assumed
CS
Equal
-
variance 150.38 -.3602 .0819
1.24 .216 -.13914 .11191
s not 8 6 9
3
assumed
With a reliability level of 95%, the Sig. value of the Levene test is 0.333, which is
greater than 0.05. This indicates that there is no significant difference between the two
gender groups: male and female. The mean value for males (1) is 3.7240, which is lower
than that of females (2) at 3.8631. Therefore, gender should be taken into consideration
when proposing solutions and recommendations regarding gender-related motivation.

CHAPTER 5. CONCLUIONS AND MANAGEMENT IMPLICATIONS

33
5.1 Conclusions
The results showed that the variables TAN, RES, REL, EMP, ASS have a positive effect
on the CS variable.
It supports hypotheses H (1,2,3,4,5), as well as the proposed hypotheses in this study.
This provides practical implications for event organizers to build customer satisfaction.
- H1: There is a positive relationship between tangibility and customer satisfaction.
- H2: There is a positive relationship between responsiveness and customer satisfaction.
- H3: There is a positive relationship between reliability and customer satisfaction.
- H4: There is a positive relationship between empathy and customer satisfaction.
- H5: There is a positive relationship between assurance and customer satisfaction.
These findings hold great significance for event organizers as they plan their business
strategies to ensure customer satisfaction. The factors that play a vital role in generating
customer satisfaction, as identified in this study, will help businesses better understand
their customers and improve the quality of their products and services, ultimately
leading to increased customer engagement.

5.2 Management implications

Based on our research, factors such as tangible, responsiveness, reliability, empathy,
assurance... have a significant impact on customer satisfaction. In order to improve the
quality of our products and services, and enhance customer satisfaction, we suggest the
following recommendations:
- Create modern and optimized equipment for customer events.
- Always provide professional and helpful feedback during the customer consultation
process.
- Minimize professional mistakes during event organization.
- Always address any customer complaints.
- Willingness to help customers with any difficulties they may encounter.
- Understand customer needs and desires.
- Minimize customer wait time.
These are some recommendations we suggest after studying the market and customer
satisfaction. These factors greatly influence customer satisfaction when choosing an
event organization company.

34
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