Tài liệu Evaluation of customer satisfaction using vinaphone

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Chapter I OVERVIEW 1 1. REASON SELECTED THEMES: Customer satisfaction with the product - service is a matter of survival of every business. In today's context, the progress in terms of technology, mobile telecommunication services are now becoming popular and indispensable for people in everyday life. The fact that Vietnam has recently enrolled on the world map and telecommunications global 3G map. Thereby showing the growth of the telecommunications industry in Vietnam. Especially when there are many competitors is the study of quality of service provided to customers of every business is essential to retain customers as well as attract potential customers . On 19/08/2009 , the Ministry of Information and Communications granted official permits network settings and provides mobile telecommunications services for Telecommunications Corporation Telecom Indochina ( Indochina Telecom ) . With this license , Indochina Telecom became the 8th mobile network in Vietnam are allowed to establish provider networks and mobile communications . But up to now , Vietnam's mobile market is in the " real military war " with 4 service provider is Mobiphone , VinaPhone, Viettel , EVN Telecom. The battle between the mobile networks are becoming increasingly fierce , fierce as " market share pie " was shredded and not " pie " as before . According to the Ministry of Information and Communications, through 2012 there were 130 million mobile subscribers of all types, including mobile phone subscribers is estimated at 110 million - more than the population (now 86 millionpeople). However, the booming market of subscribers would create the risk of a decline in quality, but also imply that there is a great opportunity, mobile network towering above the quality, keep safety and stability of the network will most probably break up. Looking at the 2013 plan of the three "big", the only new development is set in half compared with 2012 figures. This shows that they agree well with predictions by economists that in 2013 the mobile telecommunications market will gradually go into saturation. The ability to increase subscriber is not high, so keep the policy will be the mainstream of the network. 2 Being a member of Post and Telecommunications Group, Vinaphone and Mobifone two pioneering companies in the field of mobile communications in Vietnam . An obvious reality, though, is to go ahead, but now the market share of the mobile market surpassed VinaPhone Viettel. Besides the emergence of new mobile networks to form the fierce competition VinaPhone can not sit still anymore . Before such a situation, VinaPhone to do to maintain its market share and develop in the future? With forecasts like this, there must be action VinaPhone redirect attract subscribers by increasing the quality of services that enhance customer satisfaction. But how to know what was the thing that interested customers? And what factors affect satisfaction that ? That's why I chose Research Proposal: “Evaluation of customer satisfaction using VinaPhone”. 2. STUDY OBJECTIVES: 2.1. The overall objective: Discover the factors affecting customer satisfaction VinaPhone use. The study results will indicate the level of customer satisfaction for each factor and affects satisfaction is how so that there are suggestions to improve the quality of service and also improve high competitiveness of the company. 2.2. Specific Objectives: - Gather the theoretical basis of customer satisfaction with general services and mobile communication services in particular. - To build the model, evaluation criteria and evaluation methodology of customer satisfaction. - Evaluate customer satisfaction about network services VinaPhone. 3. SUBJECT AND SCOPE OF THE STUDY: - Research Subjects: Customers using the service VinaPhone. - Scope of the Study: Ho Chi Minh City 4. METHODOLOGY: 4.1. Research Process: Process research is designed as follows: 3 Theoretical Foundations - Quality of service - Satisfaction - Gronroos model - Model of Parasuraman - Quality of service model for mobile field Official Research Testing scale - Assessment of Cronbach's alpha - Factor Analysis Models and Scale - Preliminary Study - Poll - Guide of teachers Official Scale Calibrate model - Type variables correlated variables small total - Check coefficient alpha - Type of variable weights < 0.5 - Test the fit of the model - Testing the hypothesis Testing theoretical models Testing hypotheses about differences based on analysis of variance ANOVA Practices Figure 1. RESEARCH PROCESS 4.2. Research Methodology: This research was carried out through two main steps: a preliminary study using qualitative methods and formal research using quantitative methods . - Qualitative research: interviewing experts to identify the factors that affect customer satisfaction. Preliminary studies were carried out using this method to reappraise the questions in the interview questionnaire through pilot interviews. The purpose of this study is used to adjust the scale and additional quality mobile communication services based on SERVPERF scale. - Quantitative research: Research is the official research with quantitative data collection technique is interview -based questionnaire close views, opinions of customers about service quality mobile communication action. Complete response data will be processed with the aid of SPSS 16.0 software . 4 Information collected will be processed by SPSS 16.0 software. Scale after being assessed by the method reliability coefficient Cronbach 's Alpha and factor analysis EFA discovery, regression analysis and correlation analysis of variance was used to test the research model . 5. STRUCTURE OF TOPICS:  Part I. Overview of research  Part II. Content The study is divided into five chapters with the following specific content:  Chapter 1: Overview of research topics.  Chapter 2: Presenting the theoretical basis of service quality and customer satisfaction, the relationship between service quality and satisfaction, the research model of service quality and satisfaction customers. The team hypothesize factors affecting customer satisfaction in the field of mobile communication and provide a research model.  Chapter 3: Presenting research methods to evaluate and test scale models of research topics.  Chapter 4: Presentation of the results of the analysis of information, research results are mainly based on results through the use of SPSS 16.0 software. Assessment results collected and analyzed have been. Giving confirmed the validity of the research process is appropriate and useful. Comment quality mobile communication services VinaPhone.  Chapter 5: Recommendations and proposed a number of policy recommendations to increase customer satisfaction for VinaPhone.  Part III. Conclusion Summary results of the study have been clearly stated and the limitations of the research and studies suggest the next step. 5 Chapter II BASE MODEL THEORY AND RESEARCH 6 1. SERVICES: 1.1. Definition: The service sector is seen as bringing parts intangible value to the economy. Researchers modern marketing Kotler and Armstrong define the following service: "Service is any act or benefit one party can offer to another party that is basically invisible and bring ownership at all. " 1.2. Characteristics: Service is a special product, there are many other characteristics with other commodities. It is these characteristics make services becomes difficult to quantify and can not be identified with the naked eye. Services include the following properties: - Intangibility: A pure service can not be evaluated using any body senses before it is purchased. Therefore, to reduce uncertainty, buyers will look for evidence of the quality of service from their subjects exposed equipment ... that they see . - Inseparability: Characterized by the service is produced and consumed simultaneously at the same time. If someone is leasing services , the service provider will be part of the service, whether the service provider is real people or machines. Because customers will also be present at the services provided to the interactions between service providers and customers is a special feature of services marketing . - Variability: Shown in the quality of service characteristics depend on the service provider , depending on the time, place and manner of service provided . - Perishability: other services with normal good in that it can not be stored . In other words, service sensitive than other conventional cargo before the change and the diversity of needs. When needs change, companies often have difficulty service so the service companies always find a way to match supply and demand together, such as restaurants hire more part-time staff to served in the peak hours . In addition to the above properties, the service can be described with the other attributes as follows : - Lack of transport properties can be : Services must be consumed in place of " manufacturing " services . - Lack of uniformity: Services are often modified to fit each client or each new situation ( as customer request ) . The mass production is difficult for service. Both the input and output of the process consists in the provision of services is very easy to 7 change, as well as the relationship between these processes, can make it difficult to maintain a consistent quality . - Need more Human Services include significant human activity, rather than on the process correctly. Therefore, management of human resources is very important . Human factor is often the key factor bringing success in the service industry . - Fluctuations needs: It is difficult to predict demand. Demand can vary by season , time of day, the business cycle ... - Must be present to purchase the service: Most of the service providers are required to have a high level of interaction between customers and service providers . 2. QUALITY SERVICE: Service quality is a concept made headlines and controversy, researchers have difficulties in defining and measuring service quality without any consistency ( Wisniewski , 2001) . Quality of service is defined in many different ways depending on the object of study and research environment : Quality of service must be judged on two aspects : ( 1 ) the process of providing services , ( 2 ) the results of the service ( Lehtinen & Lehtinen , 1982 ) . Grönroos ( 1984 ) also proposed two components of quality service are: ( 1 ) technical quality, what customers get, ( 2 ) functional quality , interpretation services are provided as How . Quality of service is a service level that meets the needs and expectations of customers ( Lewis & Mitchell , 1990 ; Asubonteng & CTG , 1996 ; Wisniewski & Donnelly , 1996 ) . Edvardsson, Thomsson & Ovretveit (1994 ) said that : quality services to meet the service expectations of our customers and satisfy their needs . But when it comes to quality services we can not fail to mention the huge contribution of Parasuraman et al ( 1988.1991 ). Parasuraman & CTG ( 1988 , page 17 ) defines "Quality of service is the level difference between the expectations of the consumers of services and their perceptions of the outcome of the service ." Understanding quality of service is the basis for the implementation of measures to improve the quality of service of mobile communication network. So it is not only important in establishing development goals but also orient VinaPhone promote its 8 strengths in the best way. Service quality can be understood through its characteristics. Considering the overall quality of services includes the following characteristics : 2.1. Superiority: For customers, quality service is a service that demonstrates superior "Vietnamese" your product than other similar services. And this superiority makes Vietnam service quality to become competitive strengths of the supplier. The superiority evaluation of service quality is influenced greatly by the comments from people who use services. This relationship has important implications for the assessment of service quality from customers in marketing activities and research of customer satisfaction. 2.2. Specificity of the product: Quality of service is the sum of surface and core essence crystallized in creating products and services of the characteristics of products and services. Therefore, services or products are high quality will contain many " outstanding features " than the lowlevel services. This distinction pertains to identify dominant attributes tangible product or intangible service. It is because of these characteristics that clients can identify the service quality of other VinaPhone with competitors . However, in practice very difficult to identify the core characteristics of services fully and accurately. Therefore, this characteristic does not have absolute value relative only help to identify the quality of services in specific cases only easier . 2.3. As supply: Quality of service associated with the process of implementation, service delivery to customers. Therefore, the deployment of services, serving style and how service providers will determine the quality of service is good or bad. This is the internal factor is dependent on the expression of the service provider. Therefore, to improve service quality, service providers first need to know to improve internal factors to create a long-term strengths of his own in the provision of services to customers. 2.4. As satisfying: Services are designed to meet customer needs. Therefore, the quality of service necessary to satisfy customer needs and requirements of customers taking as a basis to improve service quality. If customers feel that the service does not meet their needs, they will not be satisfied with the quality of service they receive. In the modern 9 business environment, the characteristics become more and more important than ever because the service provider must always pay attention to customer needs and try our best to meet those needs. It would be useless and no point providing quality services that customers are not assessed value. In terms of customer service, "features satisfying" and includes the meaning of "computer supply". The reason is because the quality of services starting from the mobile network information capture needs of customers when deploying services. But in the process of implementing the provision of services that customers will feel satisfied or not and then feel the quality is good or bad service. If supply carries intrinsic factor is calculated to satisfy the demand driven by external impact more. 2.5. Calculate the value creation: Obviously, the quality of service associated with the value created to serve customers. Services not produce all the values are not considered quality. For example, mobile communication networks and creating customer value is the object that receives the value. So, considering the quality of service or more specifically, the value of giving customers depend on assessment of the client, not the network. Typically, customers are welcome to bring value and service to compare them with what they expect to receive. In other words, calculate the value of quality of service also much affected by external factors (customers) rather than internal (home network). Quality of service is a service to create value not only meet customer needs but also to beyond the desires of customers and make VinaPhone become more prominent competitors. Therefore, the calculated value creation is the basic feature and is the foundation for the construction and development of VinaPhone quality services.. 3. STANDARD 68-186:2006: STANDARD 68-186:2006 "Telephone service on mobile telecom network ground - Quality Standards" was built on the basis of the review, additional STANDARD 68-186: 2003 "Telephone service on mobile networks Public Land Quality Standards" issued by Decision 161/2003/QĐ-BBCVT date 30/9/2003 Minister of Posts and Telecommunications defined as follows: "Quality of service is the result of the aggregate indicators of the level of user satisfaction with the service for that service." 10 Under this standard, the quality of service targets this sector is divided into two parts as follows: 3.1. Technical quality criteria: 3.1.1. The percentage of calls are successfully established: the ratio of the number of calls is set on the total number of successful calls ( 92%). 3.1.2. The rate of dropped calls: is the ratio between the number of dropped calls on the total number of calls are successfully established. ( 5%). 3.1.3. Voice quality: an indicator of quality integrated voice transmission over voice channels are determined by averaging the MOS scale from 1 to 5 according to recommendation P.800 Telecommunication Union ITU world. ( 3,0 point). 3.1.4. Accuracy rates recorded: a) The rate of false calls charges were recorded: the ratio of the number of calls recorded on total freight false calls. ( 0,1%). Calls are recorded false charges include: freight call record but no real, actual call charges but not recorded, record calls wrong number caller or the called number, the call charges are recorded length greater than 1 seconds in absolute value compared to the actual length of call conversation; recorded call charges start time wrong than 9 seconds in absolute value compared to the time taken in accordance with the national standard clock. b) The rate of talktime charges were recorded wrong: is the ratio between the total value of the absolute wrong time record of the call recording false charges on the total duration of calls ( 0,1%). 3.1.5. Call rate charges, billing errors: the call rates are charged or invoiced on the total number of false calls ( 0,01%). Business service providers to store data within the original charging at least 180 days, including day, month, year make calls, start time, end time (or length of calls) , computers are called (international calls: country code, area code, number of subscribers domestic call: zip code, number of subscribers), the cost of each call. 3.2. Quality of service targets: 11 3.2.1. Availability of services: the percentage of time that the network is willing to provide services to clients. ( 99,5%). 3.2.2. Complaints about the quality of customer service: the dissatisfaction of clients for business services provided by the complaint (not to exceed 0.25 complaints per 100 customers in 3 months) . 3.2.3. Feedback Customer complaints: the text of the enterprise service provider notify customers complaint about receiving and reviewing complaints resolved (within 48 hours for 100% customer complaints complaints from the time of receiving the complaint). 3.2.4. Customer support services: service inquiries, manuals, providing relevant information and notify customers headquarters, telephone number, fax customer support service (24 hours a day ). 4. RELATIONSHIP BETWEEN SERVICE QUALITY AND CUSTOMER SATISFACTION: 4.1. The concept of customer satisfaction: According to the concept of psychology: " Customer satisfaction is a psychological state arising stimulate the customer has received the product or service along with its information ." There are many different perspectives on evaluation of customer satisfaction. Customer satisfaction is their reaction to the perceived difference between experience and know the expectations ( Parasuraman & CTG , 1988 ; Spreng & CTG , 1996; Terry , 2002) . That is, the experience of the client know when to use a service and results after services are provided. Satisfaction according to Parasuraman (1994 ) is the aggregate result of service quality, product quality and price. Bachelet ( 1995 ) suggested that customer satisfaction as an emotional response nature of customer response to their experience with a product or a service. Customer satisfaction is the key factor to sustain long-term success in business and consistent business strategy to attract and maintain customers ( Zeithaml & CTG , 1996 ). The response is satisfactory and the evaluation of the status of customer satisfaction , which means that the customer satisfaction is seen as a comparison between expectations before and after the purchase of a product or service ( Oliver , 1997). 12 According to Kotler & Keller ( 2006 ) , the satisfaction level of the status of a person feeling comparisons derived from awareness of a product compared to his expectations. Accordingly, satisfying the following three levels : - If you are aware of smaller customers, customers expect to feel dissatisfied . - If you are aware of expectations, the customer feel satisfied . - If perception is greater than expected , the customer is satisfied or feel excited . Motto of the company is to satisfy the business needs of the customer because the customer revenue and profitability of the company. When customer satisfaction with goods or services of the company, their ability to purchase goods continued very high. Moreover, when they are satisfied they tend to speak well of the company's services to other customers . The consumer satisfaction with services is emotional for company business services based on each contact or dealings with that company ( Bitner & Hubbert , 1994). 4.2. Relationship: The relationship between service quality and customer satisfaction are the subject of the researchers' ongoing discussed in the past decade. Many studies of customer satisfaction in the services sector have been implemented. Some authors suggest that between service quality and customer satisfaction coincide so these two concepts can be used interchangeably. However, many studies show that service quality and customer satisfaction are two distinguished concepts . Parasuraman & CTG (1993 ), said that between service quality and customer satisfaction are some differences exist, but the basic difference is the issue of "cause and effect ". And Zeithalm & Bitner (2000) said that customer satisfaction is affected by many factors such as product quality, service quality, pricing, situational factors , personal factors. Service quality and satisfaction , though the two concepts are different but closely related to each other in the study of services ( Parasuraman & CTG , 1988 ) . The previous studies have shown that quality of service is the cause of satisfaction ( Cronin & Taylor , 1992; Spreng & Taylor , 1996). The reason is that the quality of services related to the provision of services, and satisfaction were assessed only after using the service . 13 Customer satisfaction as a result, the quality of service as the cause, nature satisfied forecasts, expectations, service quality is an ideal standard. Customer satisfaction is a general concept, expressed their satisfaction at a service consumer. While the quality of services focused on specific components of the service ( Zeithaml & Bitner , 2000 ). But between service quality and satisfaction have been linked to each other but little research has focused on testing the explanatory power of the components of service quality satisfaction, especially for each industry -specific services ( Lassar et al , 2000). Cronin and Taylor has tested this relationship and concluded perceived service quality leads to customer satisfaction. The study concluded that service quality is the antecedent of satisfaction ( Cronin and Taylor , 1992 ; Spereng , 1996 ) and is the main factor affecting satisfaction ( Ruyter , Bloemer , 1997 ) . In a nutshell , the service quality factors greatly affect customer satisfaction . If service providers provide customers with quality products that satisfy the needs of the network that they have started to make the customer happy. Therefore, to improve customer satisfaction, the service providers to improve service quality. In other words, service quality and customer satisfaction have a close relationship with each other, in which quality of service is what sets before and decide to customer satisfaction . Causal relationship between these two factors is the key issue in most of the research on customer satisfaction . If quality is improved but not based on the needs of the customer is never satisfied with customer service. Therefore, when using the service, if customers feel the high quality services they will satisfy with the service. Conversely, if customers perceive lower service quality is job dissatisfaction will appear. 14 5. Theoretical model: 5.1. Gronroos model: Service expectations Perception of service quality - Traditional factor - Marketing activities - Impact internally by practice, thought and word of mouth Image Technical quality (What?) Perceived service Quality function (What?) Figure 2. MODEL OF GRONROOS Gronroos (1984) model introduced service quality model to study customer perception based on three essential points : - First, distinguish functional quality and technical quality. The quality is functional interactive process between customers and service providers, ie how services are shown and supply. Quality engineering is the consequence of the operation of the service activities, ie what the customer receives. - Secondly, the image is of utmost importance for all providers of services because customers can see the image and its resources during transactions. - Third, the whole feeling of quality is a function of the perceived evaluation of customer service and the difference between these assessments with the expectations of their service. 5.2. SERVQUAL scale and model 5 components of service quality Parasuraman & CTG: Inspired by the theoretical model of Gronroos (1984), Parasuraman & CTG (1985) developed a mixed measurement tool, called SERVQUAL, used to measure perceived service quality. SERVQUAL scale measure service quality based on the 15 perception by customers using the service. Parasuraman & CTG (1985) said that any services, quality of service perceived by customers can model into 10 components, which are: 1) Reliability : say the ability to perform services on time and fit right the first time 2) Responsiveness: to speak the desire and willingness of staff to provide services to customers 3) Competence speaks qualified to perform the service. The ability to serve expression as staff contact with clients, direct service delivery, research capabilities to capture relevant information needed to serve customers. 4) Access: involves facilitates ease of access to services such as shortening waiting time, service sites and opening hours convenient for customers. 5) Courtesy speaks serve affable personality, respected, customer -friendly staff. 6) Communication: related to communication, communicated to the customer in a language that customers easy understanding and listening on issues related to their service as explained, costs, complaints resolved questions. 7) Credibility: the ability to talk up confidence for customers, making customers rely on the company. This ability is reflected by its name and reputation of the company, the personality of the service personnel to communicate directly with customers. 8) Security related to the ability to ensure customer safety, the safety represented by material, financial, and information security. 9) Understanding customer expressed understanding and the ability to capture customer needs through understanding of customer requirements, interested individuals and recognize their customers frequently. 10) Tangibles expressed through looks, outfits of the service personnel, equipment and support services. This model has the advantage of covering almost every aspect of the service, however the scale showed the complexity of the measurement difficulties in the assessment and analysis. In 1988, Parasuraman & CTG corrected and formed new models include 5 components as follows: 1) Reliability: represents the ability to make appropriate service and on time the first time. 16 2) Responsiveness: represents the willingness of staff to provide timely service to customers. 3) Assurance represents professional qualifications and offering a polite, affable with customers. 4) Empathy: showing care to each individual customer. 5) Tangibles expressed through looks, outfits of the service personnel, equipped to serve. The author has initiated and used qualitative research, quantitative expertise to build and scale components of service quality. Parasuraman & CTG (1991 ) asserts that the SERVQUAL scale complete service quality, achieve value and reliability, and can be applied to all different types of services. However, each service industries may have their own characteristics. Many other researchers have also tested this scale with many types of services as well as in many other countries. The results showed that the components of service quality is not consistent with each other in each sector and each service different markets ( Bojanic , 1991 ; Cronin & Taylor , 1992; Dabholkar & CTG , 1996; Lassar & CTG , 2000 , Mehta & CTG , 2000 ; Nguyen & CTG , 2003) . Specifically Mehta & CTG (2000 ), in a study in Singapore, concluded that service quality supermarkets include only two ingredients: organic means formation and service personnel. Nguyen & CTG ( 2003 ) tested the SERVQUAL scale to the market as outdoor recreation in Ho Chi Minh City showed that service quality consists of four components : reliability, service capabilities of staff , empathy and tangible media. Due to the nature of each type of service, so we need to adjust the SERVQUAL scale to suit each particular study . The basic approach is to apply the SERVQUAL factor analysis is a statistical analysis method allows multivariate data collapse to form the primary factor in assessing the quality of customer service. Ministry of scale consists of two parts, each part has 22 speech. The first part aims to identify the customer's expectations for service type of business in general . That is not interested in a particular business , people interviewed said their desired level of service. The second part determines customer comments for the implementation of enterprise services survey. That is based on the specific services of enterprises surveyed to assess. The research results in order to realize the perceived gap between the quality of customer service by implementing 17 and enterprise customers' expectations with quality service. According to the SERVQUAL model of service quality is defined as follows : Quality of service = Perceived degree – The expected value Parasuraman and confirmed SERVQUAL is an instrument measuring service quality and reliability accurately ( Parasuraman & CTG , 1988 , 1991 , 1993). Satisfied customers are the customer's evaluation of a product or service has met the needs and expectations of the 5 components SERVQUAL model has been widely used ( Asubonteng et al . , 1996; Buttle , 1996; Robinson , 1999). Seems little doubt that SERVQUAL is a commonly used tool for assessing service quality, has not been accepted by the researchers, but it can also be used to measure service quality in many field is probably much different than any method other quality assessment. It is used in many fields, sectors, many organizations in many different countries : USA, UK, Singapore, Korea, Malaysia, Kuwait ... However, the use of quality models and distance as the basis for the evaluation of service quality is also much debate (Carmen, 1990; Babakus & BOLLER, 1992; Cronin & Taylor, 1992). Cronin & Taylor (1992) SERVPERF model, to the extent that customer feel for the implementation of business services reflect the best quality of service. Under the SERVPERF model: Quality of service = Perceived degree This conclusion has been agreed by other authors such as Lee & CTG (2000), Brady & CTG (2002). Ministry of scale also uses 22 statements similar item asked about the comments section of customers in the SERVQUAL model, skip the question about expectations. 5.3. Component model quality services in the field of mobile communication: Prices viewed as consumer awareness about the abandonment or sacrifice something in order to own a product or a service ( Zeithaml , 1988 ). One of the methods of communication ( advertising ) services outside of the price of the service ( Zeithaml and Bitner , 2000). While the impact of price on customer satisfaction at getting the attention of researchers , rather than other factors ( Spreng , Dixon, and Olshavsky , 1993 , Voss et al . , 1998; Bolton and Lemon , 1999; Varki and Colgate , 2001). Zeithaml and Bitner (2000) suggested that the price of services can be a great influence on the perception of service quality, satisfaction and value. By taking 18 products and services should be invisible is often difficult to evaluate before purchasing, pricing is often seen as alternative tools that impact on satisfaction with services that consumers use. Some researchers have found that there is significant relationship between price and customer satisfaction ( Varki and Colgate , 2001; Hong and Goo , 2003). Therefore, the price factor mentioned when considering customer satisfaction in terms of quality mobile communication services in the research. 6. RESEARCH MODEL AND SCALES: 6.1. Research Model: From the industry standard 68-186 STANDARD: 2006 "telephone service over mobile telecommunications network ground - Quality Standards" and as the theoretical basis, we build a model of customer satisfaction for mobile communication network according VinaPhone SERVPERV scale consists of 5 components: Quality calls, value Added Services, convenience, customer service and price structure. This relationship is illustrated more clearly by the following model: + The call quality + Value Added Services Convenience Customer Service + SATISFACTION + Price structure + Figure 3. PROPOSED RESEARCH MODEL Several hypotheses for the research model as follows: 19  H1: Composition quality customer calls are rated higher customer satisfaction with service quality as possible and vice versa. In other words, the call quality ingredients and customer satisfaction is related in the same direction .  H2: Ingredients added services by customers higher rates of customer satisfaction with service quality as possible and vice versa. In other words, components and services increase customer satisfaction relationship in the same direction.  H3: Composition customer convenience is higher evaluation of customer satisfaction with service quality as well and vice versa. In other words, components convenient and customer satisfaction is related in the same direction.  H4: Customer Service Composition customers rated higher customer satisfaction with service quality as possible and vice versa. In other words, the composition customer service and satisfaction of customer relations in the same direction.  H5: Composition customer pricing structure is higher evaluation of customer satisfaction with service quality as well and vice versa. In other words, structural components, price and customer satisfaction is related in the same direction. 6.2. The scale: The study used 5 point Likert scale with 1 being totally disagree and 5 is strongly agree. Characteristics of this scale is quantified scale. Research based on the criteria of evaluation to conduct the statistical analysis. All scale studies concepts in scale models are multivariate. The scale uses 5 point Likert format with: 1 point: Completely disagree 2 points: Disagree 3 points: Normal 4 points: Agree 5 points: Totally agree 20
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