Customer satisfaction towards wedding planner: Case study of Vietnam Wedding planner company

Abstract

This research aims to achieve 2 main goals. First of all, investigate perceived service quality by customer to evaluate the service quality of VNWP. Secondly, after measuring, based on the results, the study provides solution for improving service quality and customer satisfaction for VNWP. This research is done throughout survey questionnaire distributing to 300 VNWP customers with the response rate is 66%. Descriptive statistics and regression analysis are analyzed and presented. Findings indicated that VNWP should improve its service quality in terms of Service and Employee. Service marketing strategies to improve customer satisfaction performance are also discussed.