| dc.description.abstract | research’s objective is to identify the factors affecting to customer satisfaction in PayTV industry in Ho Chi Minh City. Based on suggested scales in previous researches, the author has proposed a conceptual framework model with eight independent components including bundle of services, switching costs, prices, empathy, reliability, responsiveness, tangibles, assurance and two intervening variables including customers’ perceived value, perceived service quality and customer satisfaction as the outcome. The study was conducted as a quantitative research with 325 survey papers which were delivered to individual customers using services of Saigon Tourist Cable Television Ltd., in Ho Chi Minh City.
To test theotical hypotheses, the researcher implemented with Cronbach’s Alpha, exploratory factor analysis, multiple regression analysis and also path analysis. The findings of the research have suggested that to satisfy customers, the company should directly focus on these significant attributes consisting of bundle of services, tangibles, responsiveness, assurance. Also through the value and the service quality which customers have perceived, the company should pay more attention to factors such as prices, switching costs, empathy, reliability to improve the customer satisfaction.
Keywords: customer satisfaction, PayTV, customers’ perceived value, customers’ perceived service quality, switching costs, bundle of services, prices, empathy, responsiveness, reliability, tangibles, assurance. | en_US |
