Analysis of factors affecting customer's satisfaction on choosing mobile phones at Vien Thong A company

Abstract

Service quality and customer satisfaction are very important elements that retailers must understand if they want to remain competitive and grow. In competitive environment delivering high quality service is the key for a competitive advantage. Customer satisfaction does have a positive effect on an retailer’s profitability. If customers satisfy with the service provided by the retailers, they will repeat purchasing next time. The aim of this research was to apply the servqual model in the context of service quality in the Vien Thong A industry in order to explore how customers perceive service quality and whether they are satisfied with services or not. A structured questionnaire was developed from the service quality model and was randomly distributed to the users of the company to determine their satisfaction with service quality delivery in the Vien Thong A company. From the analysis carried out, it was found out that the overall service quality perceived by the customers was satisfactory, and they satisfy much on the Reliability,Responsiveness and Empathy of quality service of Vien Thong A. The results and findings will provide extra information concerning customers’ needs, wants and their satisfaction.