Tài liệu Assessment of customer satisfaction on service quality at the vinpearl land

RESEARCH PROJECT (BMBR5103) ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND STUDENT’S FULL NAME : TRAN KIM NGAN STUDENT ID : 023636470 INTAKE : March, 2013 ADVISOR’S NAME & TITLE : Dr. PHAN DINH NGUYEN September, 2014 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND Advisor’s assessment .................................................................................................................................................................................... .................................................................................................................................................................................... .................................................................................................................................................................................... .................................................................................................................................................................................... .................................................................................................................................................................................... .................................................................................................................................................................................... .................................................................................................................................................................................... .................................................................................................................................................................................... .................................................................................................................................................................................... .................................................................................................................................................................................... .................................................................................................................................................................................... .................................................................................................................................................................................... .................................................................................................................................................................................... .................................................................................................................................................................................... .................................................................................................................................................................................... .................................................................................................................................................................................... .................................................................................................................................................................................... .................................................................................................................................................................................... .................................................................................................................................................................................... .................................................................................................................................................................................... .................................................................................................................................................................................... Advisor’s signature ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND ABSTRACT I hereby declare that this is my own research. The data the essays are honest, by the authors collected and analyzed. Content quote specify the origin leads them. These data and the results of the thesis is true and never been published in any other scientific work. In the course of researching this subject the author has been the help of a many friends, teachers, and organizations and individuals. Through this thesis, I first would like to thank sincerely and expressed deep appreciation to the Management Board of the University of Nha Trang, Chairman of the Board Department of Economics, and all my colleagues, research methods during learning Research Business Method. I would like to express my deep thanks Dr. Phan Dinh Nguyen, has helped me to implement the project with enthusiasm love and full responsibility of a teacher. All my classmates provide documents, and the contribution invaluable in the process of researching the subject. Sincere thank you to the team, who were closely K08A class Left to me during the course and practical advice to successfully completed the course. I also did not forget to thank the collaborators, the friends helped interview, coding, data entry and data verification. Please send my heartfelt thanks to family and relatives were of great help during the process of learning and scientific research. ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND CONTENTS CHAPTER 1 OVERVIEW......................................................................................1 1.1 Introduction .....................................................................................................1 1.2 The necessity of the subject ............................................................................2 1.3 Objectives of the study ....................................................................................3 1.4 Methodology and scope of research ...............................................................4 1.5 Practical significance of the subject ...............................................................4 1.6 Introduction briefly about amusement parks Vinpearl Land, Nha Trang. .................................................................................................................................4 1.7 Structure research ...........................................................................................9 CHAPTER 2 BASE MODEL THEORY AND RESEARCH .............................10 2.1 Introduction ...................................................................................................10 2.2 Quality of Service ..........................................................................................10 2.2.1 Definition .................................................................................................10 2.2.2 Characteristics of services ......................................................................11 2.2.3 The perceived gap in service quality .....................................................11 2.2.4 Quality of Service Measurement ...........................................................13 2.3 The customer satisfaction..........................................................................15 2.4 Service quality and customer satisfaction ...............................................15 2.5 The relevant research. ...............................................................................17 2.6 Research model and hypotheses ...................................................................18 CHAPTER 3 METHODOLOGY ..........................................................................21 3.1 Introduction ...................................................................................................21 3.2 Study Design...................................................................................................21 3.3 Adjustment Scale ...........................................................................................23 3.3.1 Measuring service quality SERVQUAL ...............................................23 3.3.2 Measure customer satisfaction ..............................................................28 3.4 Official Research ...........................................................................................28 3.5 Summary ........................................................................................................29 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND CHAPTER 4 FINDINGS ........................................................................................30 4.1 Introduction ...................................................................................................30 4.2 Description of the sample ..............................................................................30 4.3 Clean Data ......................................................................................................31 4.4 Preliminary Assessment Scale ......................................................................32 4.5 Cronbach alpha reliability coefficient .........................................................33 4.5.1 Scale factors affecting users ...................................................................33 4.5.1.1 rating scales into the "trusted" .......................................................33 4.5.1.2 Rating scale components "meet" ....................................................33 4.5.1.3 Rating scales into the "ability to serve" .........................................34 4.5.1.4 Rating scale components "sympathetic" .......................................34 4.5.1.5 Rating scale components "tangible medium" ...............................34 4.5.1.6 Rating scale component "cost" .......................................................35 4.5.2 Scale of customer satisfaction ................................................................35 4.6 Factor Analysis EFA discovery ....................................................................36 4.6.1 Scale components affecting customer satisfaction ...............................37 4.6.2 Scale of customer satisfaction ................................................................42 4.7 Adjusting the research model .......................................................................42 4.8 Implement testing ..........................................................................................44 4.8.1 Analysis of correlation and linear regression.......................................44 4.8.1.1 Consider the matrix correlation coefficient (r) .............................44 4.8.1.2 Inspection of models and hypotheses .............................................44 4.8.2 Inspection of non-parametric Kruskal - Wallis and testing Bonferroni.........................................................................................................51 4.8.2.1 Descriptive Statistics for Likert scale scales drawn from the ......51 4.8.2.2 Testing ...............................................................................................55 4.9 Summary ........................................................................................................57 CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS ........................59 5.1 Introduction ...................................................................................................59 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND 5.2 Research Results ............................................................................................59 5.2.1 The measurement model ........................................................................59 5.2.2 Theoretical Models .................................................................................61 5.3 Recommendation ...........................................................................................61 5.3.1 Solutions for "tangible medium" ..........................................................62 5.3.2 Solutions for "ability to serve" ..............................................................62 5.3.3 Solutions for "image" .............................................................................62 5.3.4 Solutions to the 'cost' ..............................................................................63 5.3.5 Solutions for "trust" ...............................................................................63 5.3.6 Solutions for "empathy" ........................................................................63 5.4 Limitations of the study and directions for further research ....................64 REFERENCES ........................................................................................................ 65 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND CHAPTER 1 OVERVIEW 1.1 Introduction The service sector is increasingly demonstrating an important role in the development of the country. Along with the integration process and the structural shift of the world economy, the value of the services sector increasingly large proportion of the total domestic product (GDP) of each country. In our country, the service industry is constantly evolving and demonstrates the role important role in the development of the economy in general, which is expressed in the expansion of the service sector especially in the context of economic integration and development International - commercial, alongside traditional services such as transport, postal and security insurance ... is the form of new services such as finance, telecommunications, science - technology, advertising, investment advisory, legal, entertainment ... has really put into service important economic sector in the overall development of the economy of our country. Location and the role of services is also reflected in the growing number of sectors international business involved more services. Realizing the importance of service, academic researchers around the world has focused on this area since the early 1980s (eg Grönroos 1984). In Vietnam South, the income of consumers increasingly demand improved for fun entertainment which also increase. This will not only be most keenly felt in the major cities such as Ho Chi Minh City, Hanoi, Da Nang, Vung Tau, but also both Nha Trang. At Nha Trang, there are now a lot of entertainment as Vinpearl Land, Wonderpark, Phu Dong Park, Diamond Bay, Suoi Hoa Lan, ... current resorts, amusement parks has been invested in upgrading expansion project to add more fun, exciting new entertainment to attract more domestic and foreign tourists come here. When amusement parks development, Vietnam consumers increasingly have the opportunity to choose where to be able to satisfy your needs best, and they also becoming more demanding by requiring higher specific manner service personnel and equipment of the amusement parks. Therefore, to create Customer satisfaction for amusement parks to constantly improve the quality Page 1 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND service to keep old customers and attract new customers. Then a The big question: Where is the element of this type of service thrives how can we measure this satisfaction? To answer the questions, many researchers around the world have focused on the agreed chronic customer, quality research services and find out the scale, the indices help companies measure and to better meet customer needs. Normally for tangible products, the consumers easily measured and evaluate the quality of the product is quite easy because based on shape product design, packaging color ... In other words, consumers can touch, smell, look or taste before you buy. But for an evaluation service quality of its products is more difficult because the production and consumption occur simultaneously. According to marketing theory, the services of the particular services and nature helps us discern the tangible product. That is: Invisibility: most services are considered intangible products. Services can not touch or grasp, no specific shape such as a product. Heterogeneity: the service is not stable, because it depends on the implementation, timing and location of such services. Calculate the integral: services are usually produced and consumed simultaneously. If service is performed by a person who is providing the service department. Both the supplier and the customer will affect the results of that service. Parasuraman & CTG (1985) off-line study of service quality and many researchers to be fairly comprehensive. The researchers made scale consists of five components, which are (1) the reliability, (2) the ability to meet, (3) level of empathy, (4) the ability to serve, (5) Tangible means and is referred to as SERVQUAL scale (Parasuraman & CTG 1994). The scale is SERVQUAL key tool in marketing services to assess quality. Parasuraman & CTG (1994) have continuous scale testing and reviewing different theories, and for that SERVQUAL scale is achieved reliability and value and can be applied in a the different services. However, numerous studies have demonstrated that components of service quality varies from different backgrounds such as services, markets, etc.. (eg Bakakus & BOLLER 1992, Behara & CTG. 2002). 1.2 The necessity of the subject We know that services account for a large proportion of the economy our country. Page 2 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND Especially in recent years in sectors such as tourism, recreation, resort, ... the more is invested thrive typical provincial city such as HCMC, Hanoi, Nha Trang, Da Nang, Quang Ninh, this development ...confirmed that the tourism potential of the country is very large. The reality of tourism are now leaving the visitors only once and only to one or to select a other countries to come, so enough to show that the quality of services in this sector is is a very urgent problem requiring managers of businesses businesses in the service sector should have remedies to please the tourists coming here. Nha Trang is a very attractive destination for tourists. Only in Spain Page has nearly 10 amusement parks and tourist resorts to choose from. And a destination that can not be ignored amusement parks Vinpearl land, where was chosen as many events held in the country and the largest annual international tourists coming very crowded, especially in the tourist season. For a number of tourists every great year so surely they feel satisfied with the quality of our services here? So What factors make the customer feel happy in this VCGT area? And why a of visitors to a time and will not come back? What makes customers feel dissatisfied with VCGT this area? From the above reasons I decided to choose the theme: "Assessing satisfaction customers about service quality entertainment at the Vinpearl Land ". 1.3 Objectives of the study As presented, the model SERVQUAL scale has been tested in many markets and many different countries. However, many research results for see the quality of service, quality models and quality scales instead differ by country and each type of service. In our country the study of nature quality service and customer satisfaction is not much, even in the stub. More In addition, the measure has not achieved high reliability for scientific research This behavior is often directly measure the latent variables instead of variables related surveys to measure the latent variables. For the reasons stated above concerns, this study aims to explore the part of a service quality and measure them at amusement parks Vinpearl Land. Specifically: 1 Assess the level of customer satisfaction with service quality in the entertainment 2 Identify the factors affecting customer satisfaction of the quality services at amusement parks 3 Proposed measures Page 3 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND to improve service quality at amusement parks in the future. 1.4 Methodology and scope of research This theme focused on the factors that impact on satisfaction clients in the entertainment and comply with two key steps: research preliminary and formal study. Preliminary studies were carried out by qualitative techniques. Technical focus group discussions were used in the study and it is used to explore the factors affecting customer satisfaction added goods and scale theory of the impact factor of satisfaction customers and then building models and formal research to make false theoretical research. Research is done formally through direct interview techniques to clients in the entertainment, particularly in the entertainment Vinpearl Land with a sample size of 180 domestic tourists. This study aimed to purpose of inspection and measuring scale model theory. The scale is calibrated Preliminary reliability with Cronbach alpha coefficient and factor analysis to discover and distribution multiple linear regression analysis through processing software SPSS statistics to assessment scale model testing and research. 1.5 Practical significance of the subject Given the increasingly complex and severe competition in the market service marketers seek to improve the quality of services themselves. For the purpose of assessing customer satisfaction with quality services and to identify factors affecting customer satisfaction in the entertainment, the results of this research will directly help the business units and management travel services Vietnam grasp the factors of service quality services greatly affect customer satisfaction. Since then, the business unit get a more comprehensive view of service quality, better concentration in accounting plans to improve service quality and resource allocation, as well as stimulating staff to improve service quality. On this basis, the business unit recreation areas will gradually created customer loyalty – background basis for competitive advantage. Finally, this study could be the reference for students of marketing and business management theory and quality of service satisfaction customers. 1.6 Introduction briefly about amusement parks Vinpearl Land, Nha Trang. Page 4 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND Vietnam the globe known as a land of hidden beauty Tropics. With gracefully curved strip S-shaped land hugging Mysterious Indochina, Vietnam easily captivates the tourists coming here. Coming to Vietnam, visitors will not only enjoy the endless beauty nature has generously endowed this country, but also to learn about the muscle layer both traditional culture and modern extremely rich people Vietnam. And, one of the highlights of Vietnam tourism is Nha 6 Trang (Khanh Hoa). To Nha trang, just like you have lost and a fairy domain. With typical tropical climate, Nha Trang brilliant with blue sea, white sand, sunny yellow. City tourism beautiful and poetic sea, was dubbed the "fresh flower arrangements brilliantly located on the east coast "," The sunny deck. "It is no coincidence that more than 100 years ago, the talented scientist Alexandre Yersin has decided to leave Magnificent Paris, Nha Trang to stick with until his death. Nha Trang Bay is ranked 1 of 30 most beautiful bays in the world; when flowing through here, sea currents suddenly blend together, creating a "common house" for all species reside, proliferate. Bay Nha Trang is not only rich in natural resources, beautiful scenery, but also associated with strokes cultural beauty of the sea and the address cultural tourism unique and attractive ... And the story of Nha Trang is now continued by the name of Vinpearl Land, the Vinpearl Resort & Spa, a sparkling pearl in the crown of the female royal sea. Just after 5-7 minutes watching the sea canoe runs, or 13 minutes to enjoy the full scene from Nha Trang Vinpearl cable car, cable cars crossing the world's longest; travel guests were arriving Vinpearl Land - The Pearl of Vietnam. Located in the northern part of Hon Tre Island, leaning against Dam Mong Mountain and towards Nha Trang Bay, Vinpearl Land is complex leisure travel 5 star, world class, but the comfort and its modern without losing the wild beauty, charm of an island Pearl Islands, lying between the most beautiful bays in the world category. Vinpearl Land has modern style, both imbued with national identity. If, as a Western definition Modern mainstream use in interior structure, manner and form of service, operation ... the definition of traditional oriental here is the curved roof soaring in the sky, the roof folds tile or thatched huts with traditional materials, space in a peaceful village Vietnam; is a space open to natural However mob in every moment. Just open Page 5 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND the window to welcome the wind and lean on the balcony to watch the sunrise from the beach, you will feel the peace average flooded around and discovered an "open khoag lag" of their own. Visitors to Vinpearl Land will be at the resort 5 star hotels Vinpearl Resort and Spa. With 485 guest rooms with stunning architecture, of which 17 suites and 2 Presidential Suites, the resort can satisfy even the most discerning guest by giving them the comfort, privacy and convenience and perfect service. Vinpearl Resort and Spa also has a long natural beaches 700m and the most beautiful Nha Trang system modern outdoor pool with an area of more than 5,700 m2 (the largest in Southeast Asia) are located between coconut trees, lawns, gardens Besides green ... is the health care services, in Viet Spa and Beauty recreation programs, sports tourism combined for all ages. system diverse restaurants here will meet all your culinary needs from the characteristic flavor Vietnam to the Asian style, the other European. At Vinpearl Land, many cultural events - entertainment, particularly competitions great beauty of Vietnam and the world as Miss Vietnam, Miss World Vietnamese, Miss Earth, Miss Universe ... has been held. Therefore, external identifier beloved "Pearl of Vietnam", then this place is also known as "The island of beauty", "island paradise" ... With a length of 3.320m, Cable Car Vinpearl cable car is the longest sea crossing world. This cable system has an average altitude is 40 meters and is 60 meters high, compared with sea surface. With 9 pillar shape and Effel tower-like structure, is lit laser at night, Vinpearl cable car tourists go back and admire as a tourism wonders of Nha Trang. From the ideal height, sitting in the cabin, visitors can enjoy the panorama of the beautiful city of Nha Trang curving beaches embraced by the city of the sea, as well as admire heavenly beauty of Nha Trang Bay, one of 29 well-known and beautiful bays world. Vinpearl Cable Car 60 cabin categories 8 seats with carrying capacity 1000 - 1500 passengers / hour. Travel time during the tour about 12m / trip, with a velocity 6m / s. Can operate safely in wind level 7. Next is an amusement park, was designed as an independent system but continuous and harmonious place beside system Vinpearl Resort & Spa, parks Vinpearl Entertainment is built on an area of 200,000 m2 with a lot of works Modern and unique, including modern items, serve the needs of entertainment, Page 6 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND explore the site and visitors, can be equal to the amusement park progress of the countries in the region and Asia. Guests love the water games will be absolutely satisfied with Vinpearl Water Park. This is a fresh water park beach party first and only Vietnam's most 60,000m2 wider, opening two world alive with fun the slip lane thrills or relaxed beach of pure white sand long shore 450m. Visitors can just relax on the white sandy beach, but you can also participate in activities in lively amusement water park. The system in this game is divided into areas such as parks adventure games, family games area and water games area for children. The games at Vinpearl Water Park: 1 Region 1 adventure game (Real Thrill 1) 2 Games Area for children (Kiddie Pool) 3 Lake creates waves (Wave Pool) 4 lazy river (Lazy River) 5 Games area and adventurous family 3 (Family Area and Real Thrill 3) 6 Beach Sandsilk 7 Green Bay Restaurant (Blue Lagoon Restaurant) 8 Shop World Water (Water World Souvenir shop) To meet the need to explore the world under the ocean, visitors can go to the aquarium. With an area of over 3,400m2, Vinpearl Underwater is an ocean shrink with more than Page 7 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND 300 species of beautiful fish, rare and exotic atmosphere is divided by region different scenes around the world: Aquarium North Asian climates, areas marine climates of Asia, Aquarium Amazon climates, Zone marine coastal climates ... When Vinpearl Underwater sightseeing, tourists will be moved by the escalator in a tunnel under the sea is meticulously designed to create a feeling attractive, mysterious. In the space referendum present, there are so many beautiful fish, rare and fancy imported from Vinpearl Land many countries and for the first time in Vietnam. Vinpearl Underwater be invested constructed to modern technology, meeting the stringent requirements of technical standards technical, technological world of aquarium operations. The entire campus 1 Aquarium is a 2 storey block Sheath author. Advantages of Aquarium Vinpearl in place, it is a system of closed farming technology, and has a tunnel visitors led, modern and beautiful. So far, Vinpearl Underwater still holds the record as the largest Aquarium in Vietnam. A place not to be missed when you arrive it is the country music scene. With a capacity of over 5000 seats and movable stage where performances music, great art sound, superb lighting and modern. Every night, you can come and enjoy the musical performances with the support of laser light is extremely unique. With a beautiful location and infrastructure investment Modern, this has always been the choice venue for cultural events – social great for national and international, such as Miss Vietnam 2006, Charming Vietnam 16 Finalists of Miss Vietnam World 2007, Part Competition "Queen of Vinpearl - Miss Universe 2008 ... and many major programs other. In order to keep the memories of their vacation here visitors can buy beautiful items of coastal features in shopping malls. Get inspiration from the ancient town of Hoi An serene and romantic, Vinpearl brought Mall gave visitors a sense of bold color space combines traditional sophistication with modern lines while strolling through the booths here. Shopping Street, with total area of more than 6.000m2 with booths from area flexible 24. 160m2. Our products are mainly sold in the mall is the item page health, fashion, luxury cosmetics, famous in Vietnam and around the world, the material flow concept, decoration and traditional specialties from all over the village, the countryside of Vietnam. Page 8 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND 1.7 Structure research Project structure is divided into 5 chapters. Chapter 1 introduces the general about the research topic. Chapter 2 presents the theoretical basis of the quality of services and entertainment services from which to build models and physical measurements measured theoretical research. In Chapter 3 presents the research methodology to lick scale and the theoretical models and hypotheses proposed. Chapter 4 presents methods of analyzing information and research results. Finally, chapter 5 summary off the main results of the study and propose suggestions for play area Rest to overcome these limitations exist to help entertainment areas this more satisfied the fastidious customers and plans to attract more tourists more history here. Page 9 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND CHAPTER 2 BASE MODEL THEORY AND RESEARCH 2.1 Introduction Chapter 1 presented an overview of the research topic. Chapter 2 of this series About the theory of service quality, customer satisfaction and the concept concerned ... has been built and developed world. At the same time, this chapter also give theoretical models and theory building research. 2.2 Quality of Service 2.2.1 Definition Service quality is the issue managers are more interested tron the trading session today. A good quality product is not necessarily if customers choose to purchase services, together with products that are rated as low. Currently there are many different definitions of service quality, but it is generally the definition of service quality is what customers sense. Each customer awareness and demand for different individuals should perception of service quality is also different. According to Juran (1988), "quality is conformance to requirements". According to Feigenbaum (1991), "the quality of customer decisions based on actual experience with the product or service, is measured based on the customer requirements, these requirements can be raised or not raised, consciousness or simply perceived, subjective or entirely anonymous professional and always represent targets in a competitive market. " According to Russell (1999) "Quality shows the superiority of goods and services services, particularly to reach the level that it can satisfy all your needs and ensure an customer focus ". According to Lehtinen & Lehtinen (1982) for the quality of service must be evaluated on two aspects, (1) the service provider and (2) the results of 12 services. Grönroos (1984) also suggested two areas of service quality, which (1) technical quality and (2) functional quality. Technical quality what is important to the quality of service and voice functions they are How is served. However, perhaps Parasuraman & CTG (1985, 1988) are the pioneers in service quality research in a specific market and cost information. According to Parasuraman & CTG for that Page 10 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND service quality is the assessment Comprehensive attitude towards service excellence. 2.2.2 Characteristics of services The service has a number of characteristics or properties by which we distinguish from and other tangible goods. It has been recognized that some services have specific the following: Invisibility: The intangible nature of services that can not touch or hold catch, no specific shape, such as a physical product. Heterogeneity: Here refers to the different levels implementation services. Means that services can be ranked from very poor to very perfect. The essential issues and quality of service may vary according to the waiter, customer comments and service time. Basically, the variation in services and also prone to occur more frequently than the non- suitability of tangible products, because the service level of human interaction very high. This feature makes standardized services become more difficult. Calculate the integral: This feature was referring to the difficulty in distinction between the creation of a service and service users. Some services are not be separated into two stages: forming stage and stage use it. the creation establishment and utilization of most services occur simultaneously. 2.2.3 The perceived gap in service quality Quality perceived by customers affected by the comparison between the expectations and the level of customer received. However, perhaps Parasuraman & CTG 13 (1985, 1988) is a model who made five service quality gap the other researchers around the world to accept and use the most. Page 11 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND Figure 2.1: Model of service quality (Source: Parasuraman & CTG (1985: 44, quoted according to Nguyen Dinh Tho & CTG 2003) The first gap occurs when there are differences of customer expectations the quality of service and service managers feel about customer expectations goods. The fundamental point of this difference is due to the company not knowing all services What features make the quality of their services and how transfer them to customers to satisfy their needs. The second gap occurs when services company in trouble convert their perceptions of customer expectations of the characteristics quality of service. In many cases, the company can always convert any customers' expectations, but the company was not always able to convert this expectation the specific criteria for quality and delivery them according to schedule customer expectations. The main cause of this problem is the expertise the service staff as well as demand fluctuates too much of the service. There times of Page 12 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND high demand for services as the company could not meet. Tuesday spacing occurs when employees transfer transaction services customer service according to criteria to be determined. During the service, the staff who have direct contact with clients and play an important role in the create quality programming. But not always, and all staff are able to completing tasks according to the criteria set out. Distance Wednesday, media and advertising and the impact of information on customer expectations of service quality. The promise of the programadvertising, promotions can increase customers' expectations but will also reduce the quality that customers feel when they are not comply with what was promised. Thursday gap occurs when there is a difference between quality expectations by the customer and the quality that they perceive. Service quality depends Thursday in the distance, once customers see no difference between the quality they expect and the quality they perceive as a service consumer for the quality of service is considered to be perfect. CTG & Parasuraman (1985) suggested that service quality is a function of range Distance from 5th 5th depend on the distance before, ie is the distance of 1, 2, 3, 4 Therefore, to bridge the gap 5th or increase service quality, service managers must strive to shorten this gap. Model of service quality, according to this study can be performed to as follows: CLDV = F {KC_5 = f (KC_1, KC_2, KC_3, KC_4)} 15 In particular, the quality of service CLDV and KC_12345 is the quality gap 1,2,3,4,5. 2.2.4 Quality of Service Measurement Currently there are many different scales used to measure and assess the quality services, they are consistent with each specific service and all have a point demonstrate that the general level of satisfaction that customers feel when they use service. But perhaps Parasuraman & CTG (1985) who conceptualizedchemical components of service quality perceived by customers to be able to Design a measurement scale it. The researchers said that any services, quality of service perceived by clients can be described into 10 sectors, That is: 1 Trust (reliability) say the ability to make appropriate service and on time limited right the first time. Page 13 ASSESSMENT OF CUSTOMER SATISFACTION ON SERVICE QUALITY AT THE VINPEARL LAND 2 Response (responsiveness) to speak the desire and willingness of staff providing catering services for customers. 3 Capacity to serve (COMPETENCE) speaks qualified to perform service services. Professional competence is necessary for employees with customer contact, staff directly providing services, research ability to capture information related need for customer service. 4 Reach (access) involves facilitating easy for customers in access to services such as shortening the waiting time of customers, service sites and opening hours convenient for customers. 5 Calendar (courtesy) says the affable service, respectful, and friendly with customers. 6 Communication (communication) related to communication, communication to customers every language they can easily understand and listen to them on the issues explained to them as services, costs, settlement of complaints and inquiries. 7 Trust (credibility) says the ability to create customer confidence, making customer confidence in the company. This ability is reflected by its name and reputation company, the personality of the service personnel to communicate directly with customers 8 Safety (security) related to the ability to ensure the safety of customers, expressed through the physical safety, financial, and information security. 9 Understanding customers (understanding / Knowing the customer) shown by the ability power to understand the needs of our clients through understanding nhungdoi asked customer's personal interest in them and identify customers frequently. 10 Tangible Media (tangibles) expressed through looks, outfits of the waiters, catering equipment service 10 models of quality components such services have the advantage of many most general aspects of a service. However, this model has the drawback the complexity of the measurement. Moreover, this model is theoretical, there may be many components of quality of service model does not achieve values distinction. Therefore, the present study has been repeatedly tested models and came to Page 14