1.1 REASON TO CHOOSE THE TOPIC
The service sector increasingly proves its important role in the development of a nation.
Along with the process of integration and the structural transformation of the international economy, the value of the servicesector increasinglytakes the high proportion of the gross domestic product (GDP) of each country.
In Vietnam, the service sector is constantly growing and it is showing the important role in the development of the general economy. It is reflected through the expansion of the service sector, especially in the context of integration and development of trade and economy.
Apart from traditional services like transport, postal and insurance, new services such as finance, telecommunication, science and technology, advertising, investing consultancy, law, entertainment…have effectively made the service become an important economic sector in the general development of the country. In recent years,the sectors including tourism, entertainment, resorts and villa…are invested to expand, typically in some provinces and cities such as Ho Chi Minh City, Hanoi, Nha Trang, Da Nang, and Quang Ninh… This development shows that our country’s potential tourism is very great. However, the tourism of our country is falling into the situation that tourists only come once, never come back and select another country for travelling. It means that our service quality is an urgent issue, which needs to be solved by managers of service enterprises.
Nha Trang is an attractive destination for tourists. There are more than 10 areas of amusement and resorts and villa for tourists to choose. In addition, a destination that cannot be ignored is the Vinpearl Land amusement park. Itis the place to hold a variety of international and domestic events… Annually,there are a great deal of visitors come here,especially in the high season. Does the high number of visitors indicate that customers are satisfied with the service here? Which factors make customers satisfied with this area?
Why do some customers only come once and never come back to Vietnam? What are things that make customers not be satisfied?
For above reasons, I decided to choose the topic: “Assessment on satisfaction of customers with service quality in Vinpearl Land Nha Trang” as my thesis topic.
1.2 RESEARCH OBJECTIVES
The research aims at discovering components of a service quality and measuring them in the Vinpearl Land, namely:
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Assessing levels of customer satisfaction with service quality at the amusement park.
Finding out the factors which affect the customer satisfaction with the service quality at the amusement park.
Recommending solutions to increase the service quality at the amusement park for the next time.
1.3 RESEARCH METHODAND THE SCOPE OF RESEARCH
This research topic only focuses on the factors, which affect the customer satisfaction at the amusement park.It is performed in two key steps:preliminary and final research. The preliminary research was performed by the qualitative method. The technique of focusing group discussion will be used for this method to find out the factors that affect customer satisfaction, and then add these factors into the theoretical measurement, thereby buildinganformal research model and giving the research hypotheses.
The formal research was carried out through the direct interview technique at the amusement park. Specifically, it was conducted in the Vinpearl Land with the scope of 180 domestic tourists. The survey lasted from April, 2015 to October, 2015. This research aimsat testing the measurementscale and theoretical model. The measurementscale was preliminarily inspected by the Cronbach alpha reliabilitycoefficient, exploratory factor analysisand the multiple linear regression through the SPSS Software to assess the measurementscale and test the research model.
1.4 THE PRACTICAL SIGNIFICANCE OF THE RESEARCH
In the context of the increasingly complicated and keen competition of the market, service marketers should always improve their service quality. To assess the level of customer satisfaction with the service quality and to define factors, which affect customer satisfaction at the amusement park, the researchresults will directly provide management units and service enterprises with factors that have influences on the customer satisfaction.
Thereby, the enterprises will have a comprehensive view of the service quality, and they can focus better on plans to recover the service quality, to distribute human resources as well as to encourage employees.On that basis, the entertainment business units will gradually get the loyalty of customers that is a foundation of competitive advantage.
Finally, this research could be a reference material ontheory of the service quality and the customer satisfaction for students who major in marketing and management business.
1.5 OVERVIEW OF VINPEARL LAND NHA TRANG
Head to Nha Trang, you shall be lost into a fairyland. With typical tropical climate, Nha Trang brilliantly performs in blue ocean, white sand and bright sunshine. The beautiful
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coastal city is named “The colorful fresh flower basket on the East Coast” or“The sunny deck”. It is not accident that over 100 years ago, Alexander Yersin, a genius scientist, decided to leave luxury Paris to stick with Nha Trang until the end of his life. Nha Trang Bay is rated as one of thirty most beautiful bays in the world. Many ocean currents, which flow through the Bay, blended and made the home for variety species of sea fauna. Nha Trang Bay not only has rich resources and wonderful landscape, but also the beauty of sea culture and unique attractions... Now, the story about Nha Trang will be continued by the nameof the Vinpearl Land and the Vinpearl Resort & Spa, which is a sparkling pearl beaded on the crown of the ocean queen.
Coming to Vinpearl Land, customers will have an opportunityto experience and relax at the Vinpearl Resort and Spa five star hotel. The hotel has 485 rooms of wonderful design that include 17 luxury suites and 02 presidential ones The resort can please even most fastidious customers by giving them comfort, privacy, convenience and impeccable service. The Vinpearl Resort and Spa has a 700-met natural beach, which is the best beach of Nha Trang and a modern outdoor swimming pool (the largest one of the Southeast Asia) with an area of 5,700 square meters, surrounded by coconut garden, grass and trees. Besides, there are the health and beauty care at Viet Spa as well as programs of recreation, travelling and sport for many ages. Diversesystem of restaurants here will meet all your culinary needs, which come from the typical flavor of Vietnam to other Asian and European styles.
At Vinpearl Land, many cultural and recreational events, especially great beauty contests of Vietnam and the world such as Miss Vietnam, Miss Vietnam World, Miss Earth, and Miss Universe... have been held. Therefore,aside from the name “Viet Pearl”, Vinpearl Land is known as “the island of beauty”, “paradise island”.
Vinpearl has the longest sea-crossing cable car in the world with 3,320meters in length.
This cable system has the average height of 40meters and the highest height is 60meters. This system was designed with nine pillars that have the shape and structure like Eiffel tower, and laser lights them at night. Tourists see the Vinpearl cable car as a wonder of Nha Trang Tourism. Sitting in the cable car from an ideal height, passengers can take a look at the entire beautiful coastal city as well as the heaven landscape of Nha Trang Bay, one of 29 most beautiful and famous bays in the world. The Vinpearl cable car system has 60 cabins. Eachof which containseight people with transport capacity from 1,000 - 1,500 passengers per hour.
The total time of the trip is about 12 minutes with the speed of 6m/s. It can safely operate under the condition of category 7 wind speed.
The amusement park is designed as an independent system. However, it is in harmony 3
with the Vinpearl Resort & Spa. The park is designed in an area of 200,000square meters with many modern and unique works. They include modern items to servethe needs of recreation, entertainment and discovery of customers. It is comparable with advanced amusement parks in the country and in Asia.
Vinpearl Water Park will bring customers who love water games an absolute satisfaction. This is the first water park by the beach and is the only one in Vietnam with the area of more than 60,000square meters. It provides customers with two worlds. Customers can enjoylively fun with thrilling sliding lanes, or take a rest on the 450-meterbeach of white sand. Customers can just relax on the beach, or can join exciting recreational activities in the water park. The game system is divided into areas such as the adventure game, family game and water park for children.
To meet the needs to explore the undersea world, visitors can visit the aquarium. With an area of over 3,400 square meters,the Vinpearl Aquarium is a miniature ocean that contains more than 300 beautiful, rare and exotic fishes coming from difference climate area in the world such as Northern Asia, Southern Asia, Amazon and Coastal... To visit the Vinpearl Aquarium, visitors will move by the escalator in an undersea tunnel that is designed elaborately for the mysterious and attractive feeling. In the exhibition space, there is variety of beautiful and rare fishes imported from other countries for the first time ever. The Vinpearl Aquarium is constructed in the modern technology, reaching the strict requirements of global technical standards. The entire campus of this Aquarium is a two-floor block, which is wrapped by fake cover. The Vinpearl Aquarium has a distinct advantage that is a close systemof technology culture with a modern and beautifully tunnel leading visitors to go around. Until now, the Vinpearl Aquarium is still holding the record as the largest aquarium in Vietnam.
A place that cannot be ignored is the water music stage. It has a capacity of over 5,000 seats and the movable stage for concerts, art events with excellent modern music and light.
Every night, visitors can come to enjoy the show, which is supported by the unique laser.
With the ideal location and the modern infrastructure, the Vinpearl Land has always been chosen as the venue for national and international great socio-cultural events, such as Miss Vietnam 2006, 16th Charming of Vietnam, the final round of Miss Vietnam World 2007, the contest “Queen of Vinpearl – Miss Universe 2008... and other major events.
In order to preserve memories of the holiday, visitors can buy beautiful souvenirs that feature the coastal region in the shopping street. Being inspired by peaceful and poetic Hoi An ancient town, the Vinpearl shopping street gives visitors the feeling of a traditional space
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combined with modern features. With an entire area of over 6,000 square meters, the shopping street has many stalls in flexible area from 24 to 160 square meters. Main products are domestically and internationally popularjewelry, fashion clothes, luxury cosmetics, souvenir, decoration items and traditional specialties, which come from all villages and countryside of Vietnam.
1.6 THE STRUCTURE OF THE RESEARCH
The structure of the research includes five chapters:
Chapter 1: Introduction Chapter 2: Literature review Chapter 3: Research methods Chapter 4: Research results
Chapter 5: Conclusion & Recommendation
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