| dc.description.abstract | This thesis deals with customer satisfaction towards service quality in field of dentistry. The aim of this thesis is to find out the most important factors that can help improve the satisfaction of customers with Cali’s dental service quality, assists in benefit
for Cali Dental Clinic.
A mixture of qualitative and quantitative research has been conducted from October 2011 to December 2011 at Cali Dental Clinic in Ho Chi Minh City. SERVQUAL model that consists of 5 service quality’s dimensions named Tangibles, Reliability, Responsiveness, Assurance, and Empathy is used as the theoretical guide for built up measurement questions in questionnaire design process. Collected data from 150 answered surveys was analyzed by SPSS version 18 software through Descriptive Statistics tool, Reliability Statistics tool, Factor Analysis tool, Correlation Analysis tool, and Regression Analysis tool.
The research’s findings indicate that Cali Dental Clinic customers have not
yet fully satisfied with the quality of dental service provided at Cali Dental Clinic. In addition, there are 4 components named Tangibles, Customer Care, Responsiveness, and Assurance, which are extracted from 5 initial Servqual’s dimensions, have positive linear relationships with the satisfaction of customers. However, just Tangibles, Customer Care and Assurance can be used for predicting Customer Satisfaction.
The conclusion came up with Cali Dental Clinic should improve Tangibles aspect, Customer Care aspect and Assurance to receive better perception of its dental service quality from customers. In addition, if there is a limitation in time or/and budget,
the Customer Care Aspect should be given the priority to improve in order to achieve both effectiveness and efficiency. | en_US |
