CONCLUSION

This research topic uses service quality scale SERVQUAL of Parasuraman et al. and trust scale of Guido Mollering to measure customer satisfaction with hotel service quality. Through them, it helps to discover, modify and supply scales, test conclusions of previous researches on service quality scales towards fields and units, specifically hotel service of An Giang Tourimex.

Through analyzed results of the above chapters, it demonstrates that the research objective has been solved:

• To evaluate customer satisfaction with hotel services of An Giang Tourimex

• To identify factors affecting customer satisfaction with hotel service quality of An Giang Tourimex

• To propose some orientations and methods to improve hotel service quality of An Giang Tourimex in the next time.

About descriptive statistics

The results of statistical analysis above illustrate that customers are unsatisfied with service quality of An Giang Tourimex. Yet some criteria are also evaluated as

“very satisfied” by customers. However, to get good image and more trust in customer minds, hotel service quality shall not be held at the current degree. It should be strived to improve service capacity higher to receive more supports from customers, thereby creating prestige, brand name and increasing competitiveness in the market.

About measurement scales

The testing result of measurement scale shows that five components of initial service quality scale are reliability, responsiveness, assurance, empathy and tangibles.

When being applied to measure customer satisfaction with hotel service quality at An

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Giang Tourimex, it only gets the meaningful variation at 04 components: reliability, responsiveness, assurance and tangibles.

The component of empathy does not reach the distinction. Therefore, theoretically, there are 05 components (concepts) having distinction. However, in the hotel field at the provincial corporation in An Giang Province, these concepts are nearly the same. Thus, it will partly restrict the distinction of concepts.

The measurement scales of trust and satisfaction are also confirmed and they get clear distinction.

About theoretical model

The result of theoretical model reaches some conclusions. There are 04 components contributing to explain customer satisfaction. Among them, there are 03 components under the measurement scale of service quality and 01 component of the measurement scale of trust with specific contents of each component as below:

Trust (TRU) includes 03 variables as below:

Name of variables Variable code

Room rate is reasonable (TRU20)

Our services is better than you expected (TRU21) You trust the quality of our services (TRU23)

Responsiveness (RES) includes 05 variables as below:

Name of variables Variable code

You were warmly welcomed at the first step of the hotel (RES01) Employees are always willing to help you (RES02) Employees promptly respond to your requests for information (RES04) Employees provides you with friendliness (EMP05) You receive prompt services from our employees (REL17) Reliability (REL) includes 04 variables as below:

Name of variables Variable code

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The hotel focuses on meeting customer requirements (EMP06) Hotel staff have good qualification and meet customer requirements (ASS08) The appropriate quietness is provided to you (TAN14) The hotel explains related matters clearly and convincingly (REL18)

Tangibles (TAN) includes 03 variables as below:

Name of variables Variable code

Physical facilities keep up with the “star” rating (TAN12) The layout of hotel facilities makes you comfortable (TAN13) Our services keep up with the “star” rating (REL16)

Compared to previously suggested model, the content of each factor partly changes. The level of explanation of each factor is concluded as “variation”. Among them, trust factor (TRU) has strongest influence on satisfaction, followed by responsiveness (RES), reliability (REL) and tangibles (TAN).

The factor of assurance is removed from the model. It does not mean that it does not contribute to explaining satisfaction, but customers accept this content.

This is also appropriate to conclusions of previous researches. The research result also contributes to affirming the consideration of previous researches as follows:

components of service quality are not stable, depending on research field; different service sectors have different characteristics, so the adjustments of some concepts in scales suitable to each sector, each research market is necessary; components of service quality have different levels of explanation towards customer satisfaction. In addition, their satisfaction is explained by many factors in addition to service quality.

The result of ANOVA analysis of variance does not express meaningful distinction between different occupations and genders towards satisfaction with service quality. However, between young group from 16-25 and elderly group above 60, there is a meaningful distinction of satisfied feeling about hotel service quality that the company shall pay attention during customer service process.

The trust factor has contributed to the research model in which price is the very

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sensitive factor towards customers and has significant influence on customer satisfaction. This suggests the company to research deeply and carefully when building programs related to price before implementation.

The model also indicates that in order to create customer satisfaction, at the current period, the company shall concentrate resources on improving components in the order of priority as trust (TRU), responsiveness (RES), reliability (REL) and tangibles (TAN) respectively with recommended specific contents that will have strong efficiency towards enhancing its service quality.

Limitations and future orientation

Together with the above contributions, this thesis has some certain restrictions.

The research is only applied in customers who used hotel service of An Giang Tourimex in the period of one month (September 2006). It illustrates that the general capability is not high.

To build measurement scales of customer satisfaction with hotel service quality more generally and commonly used for the hotels in a broad range (An Giang Province, Mekong River Delta or all over the country), it is needful to have replication researches with broader subjects; survey time spreads evenly to every month in a year.

In the condition of limited time and restricted budget, the research just surveyed the effects of service quality and trust towards customer satisfaction. Thus, there are more factors affecting this which the model does not mention (mentioned in the regression equation) such as customer care programs (after-sales), promotions, product characteristics, personal features… that we have not researched yet. This is also the next suggested research orientation. However, along with trust, the research result of this thesis will be the foundation for the next related researches.

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REFERENCES

An Giang Tourimex, Operating statement of An Giang Tourimex in 2003, 2004, 2005 and 2006.

An Giang Provincial Statistical Office, Statistical yearbook 2006.

Nguyen Cong Khanh (2004), Evaluating and measuring on social science – Process, designing technic, adaptation, standardizing measuring tools, National Political Publishing house.

Loan Le (2000), System of prediction, plan control and decision issuance, Statistical Publishing house.

Nguyen Thanh Long (2006), Research project: Using measuring scale SERVPERF to evaluate university training at An Giang University.

http://www.agu.edu.vn/general/index.php?mid=4&pg=rsuniversity

Bui Nguyen Hung and Vo Khanh Toan (2005), "Service quality of installing water-meter in Ho Chi Minh City and some solutions".http://www.ueh.edu.vn/tcptkt/ptkt2005/thang02-05/vokhanhtoan.htm

Bui Nguyen Hung - Nguyen Thuy Quynh Loan(2004), Quality management.

Nguyen Phuong Hung (2001), Research project:Evaluation on satisfaction of viewer watching television film on HTV7, Ho Chi Minh City Television.

Hoang Trong & Chu Nguyen MongNgoc(2005), Data analysis with SPSS - Statistical Publishing house.

People’s Committee of An Giang Province (2006), Report on social-economic developments in 2006 and plan in 2007.

People’s Committee of An Giang Province (2006), Decision on issuance of tourism development program of An Giang Province phase 2006-2010.

Arash Shashin, “SERVQUAL and Model of Service Quality Gaps, A Framework for Determining and Prioritizing Critical Factors in Delivering Quality Services”.

Danuta A. Nitecki (1997), SERQUAL: Measuring Service Quality inAcademic Libraries.

Guido Mollering (2003), “A typology of supplier relations: from determinism to pluralism in inter-firm empirical research”,Journal ofpurchasing & supply management 9(2003)31-41.

Joseph Juran & Frank Gryna; Armand Feigenbaum; American Society for Quality; Peter 48

Senge at al. http://web2.concordia.ca/Quality/definitions.html

King, Gerald (2000) “ Causal Loop Diagramming of the Relationships among Customer Satisfaction, Customer Retention, and Profitability”.

www.ftp.infomatik.rwth.aachen.de/Publications/CEUR-ws/vol-72/046%20king%20causal.

pdf

Parasuraman, Valarie A. Zeithaml, & Leonard L. Berry (1985), “A Conceptual Model of Service Quality and Its Implications for Future Research”, Journal of Marketing vol.49 (Fall 1985), 41-50.

Paul Lawrence Miner (1998), Meeting the customer’s expectations.

Philip Kotler (2001), Principles of Marketing, Statistical Publishing house.

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APPENDIX

QUESTIONNAIRE

________

Dear Sir/Madam,

We, An Giang Tourimex Joint Stock Company (ANGIANG TOURIMEX), would like to investigate our service quality. Your answers will definitely help us improve it. In this survey, there is no right or wrong answers. All of your answers would be valuable recommendations for us. We are looking forward to receiving your kind cooperation.

Please let us know your satisfaction for the below contents by circling one number (following each content) that best shows your perception, with convention:

Number 1 implies “Strongly disagree”. Number 2 implies “Disagree”. Number 3 implies “No idea”. Number 4 implies “Agree”. Number 5 implies “Strongly agree”.

Part 1: Service Quality

Strongly disagree Strongly agree

1You were warmly welcomed at the first step of the hotel. 1 2 3 4 5

2Employees are always willing to help you. 1 2 3 4 5

3Employees do the check-in and check-out promptly. 1 2 3 4 5

4Employees promptly respond to your requests for information. 1 2 3 4 5

5Employees provide you with friendliness. 1 2 3 4 5

6Employees give their best interest in your requests. 1 2 3 4 5 7Employees give adequate solution(s) for your most convenience. 1 2 3 4 5 8Employees are qualified, thus responding well to your requests. 1 2 3 4 5

9Employees are polite. 1 2 3 4 5

10You feel safe in the hotel. 1 2 3 4 5

11Employees are well dressed and appear neat. 1 2 3 4 5

12Our facilities keep up with the “star” rating. 1 2 3 4 5

13The layout of the facilities makes you comfortable. 1 2 3 4 5

14The appropriate quietness is provided to you. 1 2 3 4 5

15The lounge appears spacious, clean and comfortable. 1 2 3 4 5

16Our services keep up with the “star” rating. 1 2 3 4 5

17You receive prompt services from our employees. 1 2 3 4 5

18Employees answer your questions clearly and exactly. 1 2 3 4 5

19Provided food and drinks are hygienic. 1 2 3 4 5

20Room rate is reasonable. 1 2 3 4 5

21You are served better than you expected. 1 2 3 4 5

22You have heard about our hotel before. 1 2 3 4 5

23You trust our service. 1 2 3 4 5

Part 2: Customer’s satisfaction (Please circle the number that best shows your perception):

• Please rate your satisfaction with our hotel in general

1 2 3 4 5

Completely dissatisfied Dissatisfied No idea Satisfied Completely satisfied

 Please rate your satisfaction with our hotel’s responsiveness to your demands

1 2 3 4 5

Completely dissatisfied Dissatisfied No idea Satisfied Completely satisfied

• Please rate your satisfaction with our hotel’s service

1 2 3 4 5

Completely dissatisfied Dissatisfied No idea Satisfied Completely satisfied

Part 3: Please tell what in the hotel dissatisfied you:

- -

Part 4: Please tell us what in the hotel satisfied you:

- -

Part 5: Would you mind giving us your recommendations on improvement of our service?

- -

Part 6: Personal Information (please circle the most appropriate number)Gender: 1.

Male 2. Female

• Year of birth:____________

• The name of the hotel

1. Dong Xuyen 2. Long Xuyen 3. Ben Da Nui Sam

• Occupation:

1. Civil servant 2. Businessman/businesswoman

3. Teacher 4. Others (please specify):____________

THANK YOU FOR YOUR COOPERATION!

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