Factors creating the distinction in service quality : A case of A13 cafeteria in campus of Vietnam national university - Hochiminh city

Abstract

The study is conducted to examine the factors that create the distinction in service quality of A13 cafeteria in Vietnam National University campus in Ho Chi Minh City as well as evaluate the affecting level of those factors on overall service quality of A13.

After some concepts provided, the SERVQUAL model of Parasuraman et al. (1988) was chosen to develop the measurement scale, which consists of for factors Tangibles, Reliability, Responsiveness and Product. These factors were resulted from a combination between research model and qualitative research’s result and were used to assess service quality of cafeterias from the perspective of students living in the campus. A survey was finished after that and 160 questionnaires were encoded and analyzed with SPSS software. The results give information about the relationships between four factors and the Overall Service Quality. There is no change of initial factors except one item of Responsiveness factor eliminated from the model. From the findings, the research suggests that the cafeterias in the Vietnam National University cam pus should improve all dimensions of service quality from the analysis carried out. The research also provides some empirical results that could guide managements to take corrective actions that lead to growth in their business. In conclusion, in this study, SERVQUAL model was applied in the context of cafeteria in assessing service quality. After an extensive literature review, the SERVQUAL model was modified by removing Assurance and Empathy dimension and adding an additional dimension (Product) to the four dimensions because product form a core dimension for service quality of cafeterias. Data was collected from the students in Vietnam National University- Ho Chi Minh city campus in order to assess overall service quality of cafeterias and tested with SPSS which proves the relationship between four factors and the Overall service quality is a linear.