Limitations and directions for future research

CHAPTER 4 RESULTS AND ANALYSIS

5.3. Limitations and directions for future research

This research was conducted under some constraints, which should be addressed for future research. First of all, due to time and resource constraints, all of the questionnaires were administered to users from Vietjet in Noi Bai international airport in Hanoi. Thus, the result of this study is inadequate to represent the population of the airline customers in Vietnam. It is suggested that future research may be broadened to other big airports such as Tan Son Nhat international airport and Vinh international airport. Secondly, the study also confines itself to only target economy class passengers. The impact of service quality might have differences between first class, business class and economy class passengers. Thus, future research could be conducted to explore the effect of service quality between different passenger classes. Finally, this research only focused on Vietjet Air – a low-cost carrier.

Future research may contemplate generating comparison between low-cost and full-service airlines to examine the difference of service quality levels between these two airline carrier typologies.

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Appendix A: Questionnaire

(English version)

My name is Truong Viet Trinh (Ami). I am a student in the postgraduate program at I-Shou University. Currently I am conducting a research on the topic “Measuring Service Quality and its Effect on Customer Satisfaction and Loyalty: The case of Vietjet Air” to fulfill the partial requirement of the International Masters of Business Administration (IMBA) degree. This questionnaire is designed to collect data on the topic under caption.

Hence I would be grateful if you kindly take a few minutes of your time to fill out this questionnaire putting your personal experience with regard to the issue. Responding the questionnaire should not take more than 10 minutes to complete. Your willingness and cooperation in giving genuine information is well appreciated and the information you provide will be used for academic purpose and will be kept in strict confidentiality.

If you would like to gain further information about this study, or have a problem in completing this questionnaire, please contact me via email. I would, in advance, like to thank you very much for your cooperation and taking the time to consider my request.

Yours sincerely,

Supervisor: Dr. Ying Maw Teng Dr. Hsiu-Ling Lee Student: Truong Viet Trinh (Ami)

Department of Master International Business Administration I-Shou University, Kaohsiung, Taiwan

amitruong.isu@gmail.com

Part I. Demographic

Please mark “√” for your correct information.

1. Gender  Male  Female

4. Occupation  Government official

 Business owner

 4.000.000 – 10.000000 VND

 Above 10.000.000 VND

6. Purpose of travel  Business traveler

 Leisure/personal traveler

 Education

 Visiting friends or family

 Holiday

 Others _______________

7. Frequency in traveling with Vietjet Air (during the last 12 months)

 1 - 2 times

 6 – 10 times

 3 – 5 times

 Above 10 times

Part II. Vietjet Air’s service quality

This part is regarding your perception of the service quality provided by Vietjet. The following set of statements relate to your feelings about the airline services in your recent flight. These statements are about services offered by Vietjet. For each statement, please show the extent to which you believe that this flight has the feature described by the statement using the following scale where; 1 means that you strongly disagree that this flight has that feature, and 5 means that you strongly agree. You may mark “√” in middle of the square that show how strong your feelings are. There are no right or wrong answers, all we are interested in is a number that shows your perception about your flight.

Airline service quality

Strongly Disagree Disagree Neutral Agree Strongly Agree

1 2 3 4 5 Tangibility

1. The airline provides passengers with new, modern and well maintained aircrafts.

2 Food and drink served on the aircraft during the flight are of high quality and sufficiently varied.

3 Toilets on board the aircraft are clean and easy to use.

4 There are daily newspapers and current magazines to read in the aircraft.

5 Personnel working for the airline company are neatly dressed.

6 The airline provides passengers with allocated seats.

7 The airline provides entertainment for passenger on board the aircraft.

Reliability

8 Passengers' luggage is handled with care and attention.

9 When airline company promises to do something by a certain time, it does so.

10 When you have problems, the airline shows sincere interest in solving it.

11 The airline performs the service right the first time.

12 The airline provides its services at the time it promises to do so.

13 The airline maintains error-free records.

14 Employees of the airline tell you exactly when services will be performed.

Responsiveness

15 Employees of the airline give you prompt service.

16 Employees of the airline are always willing to help customers.

17 Employees of the airline are never too busy to respond to your requests.

18 The airline provides its services for customers promptly.

Assurance

19 The airline personnel are experienced and well trained.

20 The behaviour of employees of the airline instills confidence in customers.

21 You feel safe in your transactions with the airline.

22 Employees of the airline are consistently courteous with you.

23 Employees of the airline have the knowledge to answer your questions.

Empathy

24 Passengers are compensated sufficiently by the airline company for any damages arising in the shortest time possible.

25 Personnel working for the airline put themselves in the place of the passengers when providing service.

26 The airline gives you individual attention.

27 The airline has employees who give you personal attention.

28 Employees of the airline understand your specific needs.

29 The airline has your best interests at heart.

30 The airline has operating hours convenient to all its customers.

Part III. Customer satisfaction

The following statements relate to your satisfaction with the services offered by Vietjet Air. For each statement, please tick “√” in middle of the square to indicate the extent to which you agree or disagree with the statement.

Customer satisfaction

Strongly Disagree Disagree Neutral Agree Strongly Agree

1 2 3 4 5 1. I am satisfied with my decision to use this airline

as a service provider.

2 My choice of this airline as a service provider was a wise one.

3 I think I did the right thing when I chose to travel by this airline.

4 I feel that my experience with this airline has been enjoyable.

5 My satisfaction with this airline has increased.

6 I now have a more positive attitude towards Vietjet.

Part IV. Customer loyalty

This section is seeking your opinion regarding the impacts of Vietjet’s service quality on customer loyalty. Please tick “√” in middle of the square to indicate the extent to which you agree or disagree with the following statements.

Customer loyalty

Strongly Disagree Disagree Neutral Agree Strongly Agree

1 2 3 4 5 1. I would recommend this airline to my friends.

2 I say positive things about this airline to other people

3 I consider this airline the first choice for air transport.

4 I encourage my friends and relatives to fly with this airline.

5 I consider myself to be loyal to this airline.

6 I will consider this airline for air transport in the next few years.

7 I would continue to seek transport services from this airline.

8 I refuse to change to another airline.

BẢNG CÂU HỎI KHẢO SÁT

Xin chào bạn. Tôi là một sinh viên hiện đang theo học chương trình thạc sĩ chuyên ngành Quản Trị Kinh Doanh Quốc Tế tại trường đại học I-Shou (Đài Loan). Hiện nay, tôi đang thực hiện luận văn thạc sĩ với đề tài: “Đo lường chất lượng dịch vụ của hãng hàng không Vietjet Air và ảnh hưởng của nó đến sự hài lòng và lòng trung thành của khách hàng.

Để có thể hoàn thành được bài luận văn này, tôi rất mong nhận được sự giúp đỡ của bạn bằng cách hoàn thành bảng khảo sát dưới đây. Việc trả lời các câu hỏi sẽ không mất quá 10 phút của bạn. Tôi xin đảm bảo những thông tin mà bạn cung cấp sẽ được giữ bí mật.

Nếu bạn quan tâm chi tiết đến nghiên cứu này, hoặc có vấn đề trong việc hoàn thành bảng điều tra, xin hãy liên lạc với tôi qua thư điện tử.

Xin chân thành cám ơn sự giúp đỡ của bạn!

Giáo viên hướng dẫn: Dr. Ying Maw Teng Dr. Hsiu-Ling Lee Sinh viên: Truong Viet Trinh (Ami) Khoa Quản trị Kinh doanh Quốc tế

Trường Đại học Nghĩa Thủ, Cao Hùng, Đài Loan.

amitruong.isu@gmail.com

 4.000.000 – 10.000000 VND

 Trên 10.000.000 VND với Vietjet Air (trong 12 tháng gần đây)

 1 - 2 lần

 6 – 10 lần

 3 – 5 lần

 Trên 10 lần

Phần III. Sự hài lòng của khách hàng

Những ý kiến dưới đây liên quan đến sự hài lòng của bạn đối với dịch vụ cung cấp bởi Vietjet Air. Vui lòng đánh dấu “√” vào ô trống tương ứng với mức độ đồng ý của bạn với mỗi nhận định.

Sự hài lòng

Hoàn toàn không đồng ý Không đồng ý Bình thường Đồng ý Hoàn toàn đồng ý

1 2 3 4 5 1. Tôi hài lòng với quyết định chọn hãng làm nhà

cung cấp dịch vụ.

2 Lựa chọn hãng làm nhà cung cấp dịch vụ là một lựa chọn sáng suốt.

3 Tôi nghĩ tôi đã đúng khi chọn bay với hãng này.

4 Tôi cảm thấy tôi đã có trải nghiệm thú vị với hãng.

5 Sự thỏa mãn của tôi với hãng ngày càng tăng.

6 Bây giờ tôi có thái độ tích cực hơn với hãng.

Phần IV. Lòng trung thành của khách hàng

Những ý kiến dưới đây liên quan đến lòng trung thành của bạn đối với dịch vụ cung cấp bởi Vietjet Air. Vui lòng đánh dấu “√” vào ô trống tương ứng với mức độ đồng ý của bạn với mỗi nhận định.

Lòng trung thành

Hoàn toàn không đồng ý Không đồng ý Bình thường Đồng ý Hoàn toàn đồng ý

1 2 3 4 5 1. Tôi sẽ giới thiệu hãng này với bạn bè.

2 Tôi sẽ nói những điều tích cực về hãng với người khác.

3 Tôi xem hãng là sự lựa chọn đầu tiên khi di chuyển bằng đường hàng không.

4 Tôi khuyến khích bạn bè và người thân bay với hãng này.

5 Tôi tự thấy mình trung thành với hãng này.

6 Tôi sẽ cân nhắc hãng cho vận chuyển hàng không trong vài năm tới

7 Tôi sẽ tiếp tục tìm kiếm các dịch vụ vận chuyển từ hãng này.

8 Tôi từ chối chuyển sang hãng khác.

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