Kruskal – Wallis nonparametric test and Bonferroni test

4.8.2.1 Descriptive statistics of Likert scale for measurement scale from results of regression analysis

* Regarding the scale of “service capacity”

According to the table of descriptive statistics of scores (Likert score) evaluated by 39

customers for each criterion on this scale, customers have the evaluation at the normal level.

In which, especially the criterion of “guidance of staffs help you feel secure” in the recreation area is evaluated at the highest level by customers with the average score of 3.4500. The number of customers who “agree” and “totally agree” with the above criterion when coming to this recreation area is 80 (out of 160 cases), accounting for 50%. This is the thing that recreation area needs to pay more attention to. It seems that customers feel unsatisfied with this matter.

Table 4.9: Table of descriptive statistics of the “service capacity” scale

Criteria N Minimum Maximum Mean Std, Deviation

Staffs in the recreation area serves you extremely enthusiastically

160 1,00 5.00 3.1500 .73715

Staffs in the recreation area have thorough knowledge to answer your questions

160 1.00 5.00 3.2500 .80094

Service manner of staffs in the recreation area makes you feel reliable

160 1.00 5.00 3.3625 .82788

Guidances of staffs help you feel secure

160 1.00 5.00 3.4500 .90977

Staffs in the recreation area have considerate attitude towards you

160 1.00 5.00 3.3500 .81804

Valid N (listwise) 160

* Regarding the scale of “tangible facilities”

For criteria in this scale, customers evaluate them as above average. Especially, the criteria of “the recreation area has modern equipment” and “the recreation area has exciting and fascinating games” are evaluated at the highest level with the average score of 3.8500.

The number of customers who “agree” and “totally agree” with the two above items when coming to recreation area is 114 (out of 160 cases), accounting for 71.25%. This shows the attention to the investment and upgrade of modern equipment and novel games. However, the recreation area also needs to pay more attention to equipment to satisfy prissy customers.

Table 4.10: Table of descriptive statistics of the “tangible facilities” scale

Các tiêu chí N Minimum Maximum Mean Std,Deviation

The recreation area has modern

equipment 160 1.00 5.00 3.8500 .80251

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The recreation area has appealing

equipment 160 1.00 5.00 3.6000 .84823

Recreation area has exciting and

fascinating games 160 1.00 5.00 3.8500 .76232

Architectural structures in the

recreation area are attractive 160 1.00 5.00 3.6625 .80006

Valid N (listwise) 160

* Regarding the scale of “image”

For criteria in this scale, customers evaluate them as above average. Especially, the criterion “service personnel in the recreation area have courteous costume” is evaluated at the highest level with average score of 3.8625. The number of customers who “agree” and

“totally agree” with the above item when coming to the recreation area is 117(out of 160 cases),accounting for 73.125%. This shows that the image of recreation area is evaluated quite well by customers. However, the company should further pay more attention to keep good image in the eye of customers and to satisfy other ones.

Table 4.11: Table of descriptive statistics of the “image” scale

Criteria N Minimum Maximum Mean Std, Deviation

Service personnel on recreation

area have courteous costume 160 2.00 5.00 3.8625 .76469

Staffs of the recreation area are

willing to help you 160 1.00 5.00 3.6000 .83327

Guidance board about recreation

area is so clear 160 1.00 5.00 3.7688 .93312

Recreation area is very clean 160 1.00 5.00 3.8250 .92858

Valid N (listwise) 160

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* Regarding the scale of “reliability”

For criteria in this scale, customers evaluate them as above average. Especially, the criterion of “the recreation area exactly executes the programs as introduced” is evaluated at the highest level with average score of 3.7813. The number of customers who “agree” and

“totally agree” with the above item when coming to the recreation area is 118 (out of 160 cases), accounting for 73.75%. This shows the trust and reliability of customers which is the strength of the recreation area to compete with other recreation areas. Therefore, it needs to pay more attention to this criterion for further satisfaction of customers when they visit it.

Table 4.12: Table of descriptive statistics of the “reliability” scale

Criteria N Minimum Maximum Mean Std, Deviation

The recreation area exactly executes the programs as introduced

160 1.00 5.00 3.7813 .90193

The recreation area provides

service on time as promised 160 1.00 5.00 3.6937 .85412

Staffs of the recreation area

serves you quickly 160 1.00 5.00 3.2625 .69579

Valid N (listwise) 160

* Regarding the scale of “empathy”

For criteria in this scale, the criterion “The recreation area understands your demands” is evaluated not highly with average score of 3.0563 but still above average level.

The criterion “The recreation area is always interested in all of your demands” is evaluated under average level. The number of customers who “agree” and “totally agree” with the above item when coming to the recreation area is 40 (out of 160 cases), accounting for 25%.

Such number shows that the recreation area has not understood the demand of customers.

Thus, it needs the survey on the customer demand to meet the demands of customers in the best way.

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Table 4.13: Table of descriptive statistics of the scale of “empathy”

Criteria N Minimum Maximum Mean Std, Deviation

The recreation area understands

your demands 160 1.00 5.00 3.0563 .80288

The recreation area is always

interested in all of your demands 160 1.00 5.00 2.9812 .75629

Valid N (listwise) 160

* Regarding the scale of “cost”

For the criteria within this scale.almost customers evaluate as above average.

Especially.the criterion “Price is suitable to service quality” is evaluated at the highest level with average score of 3.1750. The number of customers who “agree” and “totally agree” with the above item when coming to the recreation area is 63 (out of 160 cases).accounting for 39.375%. The company needs to put cost into account to increase competitiveness level with other recreation areas in the region.

Table 4.14: Table of descriptive statistics of the “cost” scale

Criteria N Minimum Maximum Mean Std. Deviation

Price is suitable to service quality 160 1.00 5.00 3.1750 1.02516

Compared with other recreation area. the cost in this recreation is more reasonable

160 1.00 5.00 3.1000 1.07692

Valid N (listwise) 160

* Regarding the scale of “customer satisfaction”

For criteria within this scale.almost customers evaluate them as above average.

Especially.the criterion of “You satisfy with material facilities of the recreation area” is evaluated with average score of 3.6687 which is the relatively high evaluation. However.the criterion of “You satisfy with service manner of the recreation area” has the average score of 3.3625 which is above average but not much. The recreation area needs to be adjusted and changed regarding service manner to increase the satisfaction of the current customers.

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Table 4.15: Table of descriptive statistics of the scale of “satisfaction”

Criteria N Minimum Maximum Mean Std. Deviation

You satisfy with service

manner of the recreation area 160 1.00 5.00 3.3625 .78096

You satisfy with material

facilities of the recreation area 160 2.00 5.00 3.6687 .75837

In short. you satisfy with service manner of the recreation area

160 2.00 5.00 3.5750 .74013

Valid N (listwise) 160

4.8.2.2 Testing

Performing nonparametric test (Kruskal – Wallis test) combined with parametric test (Bonferroni test) for the control variables such as gender.income.and visitors within the province and from outside the province is to test whether there is difference on evaluation of customer per different groups of variables as above when evaluating each criteria under the factors measuring the components of customer satisfaction. Thus.in order to perform the above tests.there is the Ho hypotheses as follow:

a. Gender: (Ho): There is no difference between gender of customers in the alternate evaluation of each criterion under the scales: (1) tangible facilities; (2) service capacity; (3) image; (4) cost; (5) reliability; and (6) empathy.

b. Income: (Ho): There is no difference between different income groups in the alternate evaluation of each criterion under the scale: (1) tangible facilities; (2) service capacity; (3) image; (4) cost; (5) reliability; and (6) empathy.

c. Visitors from within the province or from outside the province(Ho): There is no difference between the groups of visitors from within the province or from outside the province in the alternate evaluation of each criterion under the scales: (1) tangible facilities; (2) service capacity; (3) image; (4) cost; (5) reliability; (6) empathy.

Because the assumptions of ANOVA test are quite strict.referring to actual research (sample survey. sampling method…) and according to the contents need to be analyzed.we see that only nonparametric test is suitable (Trong & Ngoc 2005).

Wondering if it is unsure to use parametric test or nonparametric test for a specific situation.both of them should be performed. If both of them bring the same result.there is nothing more to worry (Trong & Ngoc 2005).

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SPSS calls p-value as Sig. (abbreviation of Observed significance level).

From the principle of p-value.we shall decide to conclude the testing result following the principle:

+ To accept Ho if sig. > α (Significance level α) + To reject Ho if sig. < α

Results of Kruskal – Wallis test and Bonferroni test

First step: Firstly.we perform Kruskal – Wallis test to have the results having statistical significance(Appendix 9).

Second step: From the result of the first step.the second step is conducted to clearly and accurately know whether there are differences in which groups of control variables.combining with in-depth ANOVA analysis using Bonferroni test (Appendix 8).

a) Regarding gender:

Testing result shows that there is enough foundation to confirm that there is difference in evaluation of each criterion in each scale of the evaluation model of satisfaction with service quality of Vinpearl land recreation area.

The scale of “reliability”:

Compared with the male customer group.the female customer group has higher assessment on the criterion “Staffs of the recreation area serve you quickly” which has difference with the reliability of 95%.

The scale of “Service capacity”

Compared with the male customer group.the female customer group has higher assessment on the criterion of “Staffs of the recreation area serve you enthusiastically” which has difference with the reliability of 95%.

The scale of “image”

Compared with the male customer group.the female customer group has higher assessment on the criterion of “Staffs of the recreation area are willing to help you” which has difference with the reliability of 95%.

b) Regarding “visitors within the province and from outside the province”

Testing result shows that there is enough foundation to confirm that there is difference in the evaluation of customers of criteria in each scale of the evaluation model of customer satisfaction with service quality of Vinpearl land recreation area.

The scale of “tangible facilities”

Compared with group of visitors from outside the province.group of visitors within the province has higher evaluation of the criterion of “The recreation area has modern equipment”

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which has clear difference with the reliability of 95%.

The scale of “cost”

Compared with group of visitors from outside the province.group of visitors within the province has higher evaluation of the criterion “price is suitable to service quality” and

“compared with other recreation area.cost in this recreation area is more reasonable” which have the difference with the reliability of 95%.

c) Regarding income

According to testing result.it shows that there is no difference between groups of customer having different income when evaluating the criteria in each scale of the evaluation model of customer satisfaction with service quality of Vinpearl land recreation area.

4.9 SUMMARY

This Chapter has demonstrated the testing result of the research model and research hypotheses. The testing result shows that the scale of customer satisfaction with service quality at Vinpearl land recreation area including six components: (1) tangible facilities. (2) service capacity. (3) image. (4) cost. (5) reliability and (6) empathy. Analyzing and testing results of parametric test and nonparametric test also illustrate that the influence of control variables such as gender.income and visitors within the province and from outside the province has different effects on the customer satisfaction.

The next Chapter shall summarize the whole research.its contributions and implications in the supplying.trading activities on service sector. Finally.it is to present the limitations of the topic and to suggest the next research directions.

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