Tài liệu Perceived service performance and prospects development of vnpt telecommunications in thai nguyen, vietnam

Thai Nguyen University Socialist Republic of Vietnam Southern Luzon State University Republic of Philippines PERCEIVED SERVICE PERFORMANCE AND PROSPECTS DEVELOPMENT OF VNPT TELECOMMUNICATIONS IN THAI NGUYEN, VIETNAM A Dissertation Presented to the Faculty of Graduate School of Southern Luzon State University, Philippines and Thai Nguyen University, S.R. Vietnam In Partial Fulfillment of the Requirements for the Degree Doctor in Business Administration NGUYEN PHUONG THAO (CANDY) August 2013 APPROVAL SHEET iii DEDICATION This piece of work is dedicated To My Family iv ACKNOWLEDGMENT The researcher wishes to extend her most sincere gratitude to the following people who made this piece of work a reality. Dr. Cecilia N. Gascon, President of Southern Luzon State University, Republic of the Philippines, who made possible the linkage with Thai Nguyen University and the offering of Doctor of Business Administration, through the ITC-TUAF; Dr. Dang Kim Vui, the President of Thai Nguyen University, who made the linkage with Southern Luzon State University, Republic of the Philippines and the offering of Doctor of Business Administration, through the ITC-TUAF; Dr. Alice T. Valerio, for her support and supervision throughout my graduate study program. Her kindness and daily instructions in the last three years are greatly appreciated and this dissertation is as much her work as mine; Prof. Nordelina Ilano, Director, Office for International Affairs of URS for her support to the DBA1 students; Dr. Tran Thanh Van, the Dean of the Graduate School of Thai Nguyen University, for his assistance and encouragement to pursue this study; Dr. Dang Xuan Binh, the Director of International Training Center, for his assistance and encouragement to pursue this study; Dr. Nguyen Thanh Hai, the Vice Director of International Training Center, for his assistance and encouragement to pursue this study as DBA Class Manager; To all the SLSU and TNU Professors, for their support and guidance extended throughout the graduate studies in Thai Nguyen University, Vietnam; To his ever dearest friends for their kindness and remarkable support; To his family, for their support, encouragement for being the sources of greatest inspiration, which made his career a success. v ABSTRACT In Vietnam's intensifying telecommunication service market today, satisfying customers is only the baseline and may not be sufficient for survival for mobile phone service providers. Management should focus on gaining customer loyalty by enhancing customer perceptions of service quality and increasing as perceived by the consumer value. To do that, it is necessary for them to figure out the relationships and impacts of service quality, customer value, customer satisfaction, corporate image and customer loyalty. This research focused on evaluating the service performance of telecommunications services by employees and customers in VNPT in terms of services, place, price, promotion, people and position. This research also sought to assess the prospect of VNPT Thai Nguyen in terms of management capacity, human resource, service attitude, marketing and material facilities. Based on the assessments, proposing recommendations to improve the quality of activities and prospect of resources of VNPT Thai Nguyen . All ratings for VNPT in Thai Nguyen are collected opinions of Telecommunications Director of Thai Nguyen, the employees, Deputy Sales Rooms, as well as transaction services for customers, and especially survey of customers using the services of VNPT. The service performance of VNPT in Thai Nguyen province is reflected through the perceived products and services, places, price, promotion, people and position. For the overall mean for both employees and customers respondents show similarity on their perception on the position status of the company in terms of the six components with the overall obtained mean of 3.81 and 3.66 both rated as very good. For the overall mean for both manager and employee respondents, vi there is similarity on their perception on the prospects in terms of the five areas as shown in the obtained mean of 4.10 and 4.16 both rated as very good. But about the order reviews of these factors is different. It is recommended that VNPT in Thai Nguyen province should focus on opening course training staff security, and wireless computer maintenance skills to motivate work, team work skills and communication skills. Continue to promote the exploitation of Internet and mobile phones, in addition to developing network services Hold training on customer relationship management skills and the purchase of software for customer relationship management for marketing. Maintain giving gifts to customers to congratulate customers on their birthdays or major holidays. This will help customers feel special and be concerned about how the customers are treated. vii TABLE OF CONTENTS TITLE PAGE Page APPROVAL SHEET ................................................................................................... ii DEDICATION ............................................................................................................. iii ACKNOWLEDGMENT.............................................................................................. iv ABSTRACT...................................................................................................................v TABLE OF CONTENTS ............................................................................................ vii LIST OF TABLES ....................................................................................................... ix LIST OF FIGURES ..................................................................................................... xi CHAPTER 1 INTRODUCTION………………………………………………………………1 Background of the Study.......................................................................................6 Statement of the Problem ......................................................................................7 Objective of the Study ..........................................................................................9 Hypothesis of the Study ......................................................................................10 Significance of the Study ....................................................................................11 Scope and Limitation of the Study......................................................................11 Definition of Terms.............................................................................................11 2 REVIEW OF RELATED LITERATURE AND STUDIES . . . . . . . . . . . . . . 14 Related Literature................................................................................................14 Related Studies....................................................................................................20 Conceptual Framework .......................................................................................30 3 RESEARCH METHODOLOGY…........................................................………32 Locale of the Study .............................................................................................32 viii Population, Samples and Sampling Techniques .................................................32 Research Instruments ..........................................................................................33 Data Gathering Procedures .................................................................................34 Statistical Treatment ...........................................................................................34 4 PRESENTATION ANALYSIS AND INTERPRETATION OF DATA…........36 5 SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS.73 Summary of Findings .........................................................................................73 Conclusions .........................................................................................................79 Recommendations ...............................................................................................80 BIBLIOGRAPHY ........................................................................................................89 APPENDIX .................................................................................................................92 QUESTIONNAIRE .....................................................................................................94 CURRICULUM VITAE............................................................................................106 ix LIST OF TABLES Table Page 1 Personal profile of respondents 39 2 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Status of the Company in Terms of Products and Services 40 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Status of the Company in Terms of Place 43 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two groups of Respondents on the Status of the Company in terms of the Price 45 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Company Status in Terms of Promotion 47 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Company Status in terms of People 49 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Company in Terms of Position 53 Composite Table on the Status of the Company as Evaluated by the Two Groups of Respondents in Terms of the Six Areas 55 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Prospect of the Company in Terms of Management Capacity 56 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Prospect of the Company in Terms of Human Resource 58 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Prospect of the Company in Terms of Service attitude 60 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Prospect of the Company in Terms of Marketing 62 3 4 5 6 7 8 9 10 11 12 x 13 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Prospect of the Company in terms of Material Facilities 14 Composite Table of the Computed Mean, Verbal Interpretation and Rank Distribution on the Prospect of the Company as Evaluated by the Two Groups of Respondents in terms of the Five Areas 67 Mean, Standard Deviation, and Correlated T-Test on the Assessment of the Two Groups of Respondents as to the services performance of the Company in Terms of Area with respect to the Different Criteria 69 Mean, Standard Deviation, and Correlated T-Test on the assessment of the Two Groups of Respondents as to the Prospect of the Company in Terms of Areas with respect to the Different Criteria 70 15 16 66 xi LIST OF FIGURE Table 1 Page Conceptual framework showing the assessment service performance and prospect VNPT Telecommunications in Thai Nguyen Province............................................................................ 31 2 The profile of respondents in terms of gender............................... 36 3 The profile of respondents in terms of age..................................... 37 4 The profile of respondents in terms of civil status......................... 38 5 The profile of respondents in terms of educational attainment...... 39 6 The organizational structure of the management VNPT Telecommunication Thai Nguyen.................................................. 104 Chapter 1 INTRODUCTION In the past, people contact each other in many ways as the fire burned for smoke, or sounding, empty, to a signal that things are close to. Today, the world is growing and the knowledge economy. The most important economic resource is not land, capital or technology, but human. Vietnam steps up ship in the global economy, to integrate successfully, "the comparison with the national strength in Asia", the prerequisite is the ability to work by employees. Requirements for workers in the economic integration must not only have expertise which must be capable of distribution in combination with other work. While people are not always close, they require communication between people with children who need to quickly correct. (Nguyen Sang, 2010) Vietnam's mobile phone market is considered one of the fastest growing markets in the world with mobile phone subscribers currently estimated at 96.5 million, increasing 80 percent year-on-year (General Statistics Office, 2009). Vietnam Telecom Services Company is an economic organization - a member unit under Vietnam Post and Telecommunications Corporation operating in compliance with Organizational and Operational regulations of Vietnam Post and Telecommunications Corporation, which was approved by Decision No. 51/CP on August 1, 1995 by the Government. The Company specializes in trading and services in fields of mobile information, SMS sending and card-based phones nationwide together with other members in the chain of post and telecommunications technologies with very close and united relation on network organization, economic and financial benefits, development of post and telecommunications services to carry out objectives and plans assigned to the Corporation by the State (Report VNPT, 2012) The Company was established under Decision No. 331/QĐ-TCCB dated June 14, 1997 by the General Minister of General Post Office. The main missions of the company are to manage and exploit three services: Nationwide mobile network (VNPT), Vietnam Messaging Network (Paging), Card-based phone network (CardPhone). Paging network was stopped operating in September 2004 by VNPT due to the fact that it was no longer suitable for the market after 10 years in operation. In 2006, an important event that marked a great turning-point of Vietnam's economy in general and of the telecommunication sector in particular was that: Vietnam officially became the 150th member of the World Trade Organization (WTO). Also in this time, in order to enhance competitive capacity in the context of international integration, the Telecommunication Services Company made an important behavior: that was to change its abbreviation name from GPC (G=GSM; P=Paging; C=CardPhone) into VNPT. This change showed business diversion of the Company in the new stage. The Company also announced its new brand identity system that was of professional and modern manner. It was the determination of the Company to make VNPT the first-ranked mobile network in Vietnam with orientation towards international cooperation and integration. Under definition of the World Intellectual Property Organization, brand is a special sign (tangible and intangible) to recognize a product or service that is manufactured or provided by an individual or an organization. Main criteria in creating ideas on design of Company's new logo model are to maintain the former basic brand name of VNPT services - decisive services - but it must create a breakthrough in image. The new brand image must be more simple, modern but it still 3 needs to be purely Vietnamese, easy to apply and convenient in displaying on different background colors and different materials. Specially, the new logo must show the meaning in terms of connection - a specific characteristic in business of VNPT Company. VNPT is the pioneer in expanding mobile information in remote regions in Vietnam. It is doing business to provide good services in order to promote local socioeconomic developments. (Vietbao, 2012) In the wake of these changing dynamics, the Vietnamese mobile phone operators face a number of significant challenges. First, the majority of Vietnam mobile subscribers are pre-paid who are apt to change the provider continuously, hence retaining existing customers in a predominantly pre-paid and high chum market has become more difficult and costly. Similarly, new customer acquisition is becoming more elusive than ever as potential customers have more options to choose from and mobile phone operators offer attractive deals to lure prospects. Third, as mobile phone operators have had to incur additional expense in keeping existing customers and acquiring new ones, their average revenue per user has declined, leading to deterioration of their financial performance. Due to these challenges, service quality improvement, enhancing customer value and corporate image in order to satisfy customer, then customer loyalty, are the key determinants of firm's success or at least survival. Telecommunications has been formed to help people move recently, economic, political, social stability and more smoothly. Understanding the importance of information technology brings to human as well as the ways to develop more industry information technology. If prompted efforts to build a legal framework, "lodestar" guiding the telecommunications industry can not mention the achievements on the 4 basis of development and infrastructure in 10 years that Vietnam has achieved from efforts of Vietnamese enterprises (Report VNPT, 2012) Economic environment in Vietnam increasingly becomes more dynamic. VNPT of Thai Nguyen province sustains the needs of telecommunications. To develop fast, strong and sustainable, VNPT must continually analyze and assess the results of their operations and market to see the status service performance of the project strategy and to draw specific measures appropriate to develop its network in the province of Thai Nguyen province. Vietnam has been developing market economy, with economic policy models and strategies to integrate into the international economy. Development of the market economy has been and will put the country's economy in general and businesses in particular face challenges and difficulties ahead of the competition increasingly fierce international to grab customers and expansion of the domestic market as well as at the world. In market economies, firms operating in the country have to manage the business operations an effective way to be able to stand firm in the market and growing. Enterprises wishing to do so should be effective in their business activities, while new businesses exist in the market and growing. Especially state-owned enterprises, the business cannot effectively create momentum for economic development, but also contributes towards maintaining the country's economy. Always keep a leading role in economic integration, collaboration, more efficient business. Group Vietnam Post and Telecommunications Group (VNPT) is the stateowned enterprises, operating in the information technology field, play an important role in the national economy. VNPT provides many services to the market to meet consumer needs. Creating service was difficult, but to bring them into the business was even more difficult, as the market increasingly more competitors appear. To 5 compete in a highly competitive market such business activities of enterprises are strictly monitored. For how effective business and still meet the needs of consumers, with stiff competition market today, many other telecom operators are going to dominate the market in the province. So, obviously aware of the activities of providing services is an important requirement of VNPT Thai Nguyen. This has a great influence on building strategy development, strategy to improve service quality in order to meet higher demands of customers. At the same time, the perception of quality resources, infrastructure, management capacity .... Thai Nguyen's internal VNPT is also a necessary requirement in order to help VNPT Thai Nguyen build strategies for human development, for infrastructure ... to set the stage for long-term growth and sustainability of VNPT. Last time, he never stops VNPT project coverage optimization, installation of thousands of new 3G stations in order to meet customer demand for high-speed Internet access, watch HD movies on the phone mobile, online gaming ... Developing internal resources, self-reliance in the process of mastering technology and business development is the motto of VNPT throughout the years. From 8,000 subscribers in 1996, up to now, VNPT has nearly 30 million active subscribers, including nearly 6 million 3G subscribers, (accounting for 35.92% of the total number of 3G subscribers nationwide). The average growth of 30% VNPT, net revenue reached 30.000 billion in 2011, an important contribution in the tax values and state budget of VNPT. VNPT Thai Nguyen is the only unit in the province to provide a full range of products and services Telecommunications. The main activities: Response services: telephone, fax, mobile VNPT, Gphone fixed wireless, broadband ADSL Internet - FiberVNN, on-demand TV 6 MyTV. Provide value-added services such as display, alarm, call transfer, voicemail box ... Provide equipment: internal switchboard, desk phones, cordless telephones, fax machines, cell phones, computers, office machines... Design and build internal networks. Repair and upgrade of telecommunications equipment, information technology. Consulting, inquiries through 1080 services, voicemail 801 108 1088 and consulting services. With the prestige of VNPT, with dedicated service and thoughtful, with the motto as: "True Life", VNPT Thai Nguyen bring to customers the prestigious brand products, source, origin unclear, the most reasonable prices. Background of the Study Telecommunications Thai Nguyen is a member of a large group telecommunications companies in Vietnam called The Vietnam Posts and Telecommunications group (VNPT). It is a member of the telecommunications corporation also known as VNPT. VNPT efforts are geared towards effective applications of technology and advanced telecommunications services to provide information to mobile customers anywhere and to contribute to promoting economic society of Vietnam. It is committed to provide information services through mobile, fixed, wireless devices, phone-based internet and high speed internet services, service data transmission, wireless internet connectivity and construction of networks for agencies, organizations, businesses and individuals (VNPT.com) With its purpose to bring customers an improvement of material life and to sustain the work spirit of its employees and to benefit partners, VNPT is at the core of helping the interests of the Vietnam community as usual and possibly that of Southeast Asia and the world in general through the application of technology and advanced telecommunications thereby bringing economic development in the society. 7 Specifically, the VNPT aims to maximize the operational efficiency and develop economic groups at the technology, modern management and professional and high business sectors, including telecommunications and information technology in the industry and professional business. It is tightly linked between production and business with science, technology, research and training not to mention the objective to preserve business interests; and to develop investors in the telecommunications business. With stiff competition market today, many other telecom operators are going to dominate the market in the province. The revenue of VNPT Thai Nguyen decreased about 10% with previous years. Therefore, it is necessary to aware about position in market. This study will help VNPT see clearly about their services and resources in current. The results will help VNPT Thai Nguyen build strategies to develop in the future. Statement of the Problem In Vietnam's intensifying telecommunication service market today, satisfying customers is only the base line and may not be sufficient for survival for mobile phone service providers. Management should focus on gaining customer loyalty by enhancing customer perceptions of service quality and increasing as perceived by the consumer value. To do that, it is necessary for them to figure out the relationships and impacts of service quality, customer value, customer satisfaction, corporate image and customer loyalty. With stiff competition market today, many other telecom operators are going to dominate the market in the province. Therefore, obviously aware of the activities of providing services is an important requirement of VNPT Thai Nguyen. This has a great influence on building strategy development, strategy to improve service quality in order to meet higher demands of customers. At the same time, the perception of 8 quality resources, infrastructure, management capacity.... Thai Nguyen's internal VNPT is also a necessary requirement in order to help VNPT Thai Nguyen build strategies for human development, for infrastructure... to set the stage for long-term growth and sustainability of VNPT. In the current study about VNPT to now, there has been no studies assessing performance and prospects of the Thai Nguyen VNPT with variables in which the researcher has chosen. Therefore, the study of this subject is really useful for VNPT Thai Nguyen. Specifically, it sought to answer the following questions: 1. What is the profile of the respondents in terms of: 1.1. Age 1.2. Gender 1.3. Civil status 1.4. Education 1.5. Year in service 2. What are the perceptions of respondents on the services performance of the VNPT Telecommunication Thai Nguyen in terms of: 2.1. Product and service 2.2. Place 2.3. Price 2.4. Promotion 2.5. People 2.6. Position 3. What are the perceptions of respondents on the prospects of the VNPT Telecommunication Thai Nguyen in terms of: 9 3.1. Management capacity 3.2. Human resource 3.3. Service attitude 3.4. Marketing 3.5. Material facilities 4. What are the problems at VNPT Telecommunication Thai Nguyen and proposed recommendations to improve services performance and prospect of VNPT TN? 5. Is there a significant difference in the assessed services performance and prospects of VNPT Telecommunication in Thai Nguyen province as perceived by the two groups of respondents? Objectives of the Study Assessing the quality of activities and prospect of VNPT resources of Thai Nguyen on the basis of opinions survey review managers, employees and customers of VNPT Thai Nguyen. Then to propose recommendations to improve operational quality and resources of VNPT Thai Nguyen in the future. Specifically, this study aimed: 1. To describe the profile of the respondents in terms of: 1.1. Age 1.2. Gender 1.3. Civil status 1.4. Education 1.5. Year in service 2. To determine the perceptions of respondents on the services performance of the VNPT Telecommunication Thai Nguyen in terms of: 2.1. Product and service