Using servqual model to get access to customer satisfaction - The case of ILA VietNam in HCMC
Abstract
This research is carried out with the purpose to determine the impact of 5 different factors service quality and price fairness on customer satisfaction ILA – a language teaching center chain in Ho Chi Minh City. The research will test and answer the question about the relationship between service performance, price fairness and customer satisfaction.
Quantitative method will be applied in this study to collect the opinion of the customers at ILA. It is survey method. The Service Quality (SERVQUAL) model which is modified with one more added factor name Price Fairness will be the theoretical framework. The theoretical framework will be studied to come up with the design of the appropriate questionnaire for the study.
The result of the research shows that there are significant correlations between independent variables (Price, Tangibles, Empathy, Responsiveness, Reliability and Assurance) and dependent variable (Customer Satisfaction). However, except for three factors: Tangibles, Reliability and Empathy, the remaining factors such as Assurance, Price Fairness and Responsiveness are considered as the predictors for Customer Satisfaction.
In general, current customers at ILA are satisfied with the product and service that ILA offer. However, in order to survive in the market, ILA has to be careful with their service quality by continuously improve it every day to have a better customer satisfaction.