| dc.description.abstract | This study was conducted to identify the relationship between customer satisfaction and service quality and product quality of PNJ store in HCMC. Besides that, it also examines the impact of the four factors (tangibles, assurance, empathy and price) and the factor of service quality and product quality on customer satisfaction. As a result, the empirical information found in this dissertation provides a general view about assessment of customer about product quality and service quality of PNJ stores in HCMC in order to make appropriate adjustments and effective improvement for running a good business.
Based on the results of the path analysis exploring the direct and indirect effects of four independent and two dependent variables on customer satisfaction, this study argues that in order to achieve high customer satisfaction, PNJ company should have high level of service quality, product quality, better tangibles in stores, better assurance and empathy to customers and better price. Moreover, from the result of this research, the findings indicate that the factor of empathy plays crucial role for customer satisfaction.
In conclusion, from the experiences in process of conducting research, it points out limitations of this study and provides helpful recommendations for further dissertation. And according to the research findings, this study gives some recommendations to PNJ company in order to take adjustment and improve the
level of service quality, product quality and customer satisfaction. | en_US |
