| dc.description.abstract | With the overall purpose to find out current satisfaction of the students using
the employment placement service in Ho Chi Minh City, this thesis used the sample of
Students Assistant Center (SAC) as the case to examine what is the current level of
satisfaction at SAC. The SERVQUAL model developed by Parasuraman (1988) with five
dimensions (Tangible, Reliability, Responsiveness, Assurance and Empathy) and one
variable customer satisfaction were used in this research. The qualitative method was
used to find out expert’s ideas about the customer satisfaction and to test the
questionnaire at first and at last of this research. The quantitative method was applied;
questionnaire was delivered to 250 respondents of SAC with the response rate about
78.8%. The respondents were conveniently chosen when they were waiting for the
service at SAC and group by three groups by age from 15 to younger than 18, 18 to 22
and older than 22. This survey was done using descriptive statistics and regression
analysis. As a result, through descriptive statistics and exploratory factor analysis, three
dimensions Reliability, Assurance and Empathy have the most significant influences on
the satisfaction of customers at SAC. Moreover, after running regression analysis and
revise the research hypothesis, there are not enough evidences through this survey to
conclude the relationship between independent variables (Reliability and Assurance) and
dependent variable (Customer Satisfaction).
In conclusion, Empathy has the strongest influence to the customer
satisfaction but due to the time and financial limited, the result might not be the
representative of the whole industry. Some conclusions and recommendations were made
in order to help the managers and staffs at SAC to understand about the current situation
and to serve customers better; also for further researches to be developed. | en_US |
