3.1 RESEARCH DESIGN
As mentioned in Chapter 1, this research is conducted through two main steps: (1) preliminary research, and (2) formal research.
Preliminary research is conducted through qualitative method using the technique of group discussion and plays a role as customers using this service. The purpose of qualitative research is to adjust and supplement the observed variables used to assess the concepts of research. Ten customers who use service in this entertainment park are selected for discussion.
This deliberative process is conducted in August 2015 (Appendix 1).
Formal research is conducted though quantitative method.The method of quantitative research is conducted through the direct interview with clients and is used to test the measurement model, theoretical model and hypothesesin the model. This research is conducted in Nha Trang in September 2015.
Progress and methods to conduct these researches are presented in Table3.1:
Table 3.1: Implementation progress of researches
Step Form of
Research Method Technique Time Site
1 Preliminary Qualitative Bilateral discussion August
2015 Nha Trang
2 Formal Quantitative Direct interview September
2015 Nha Trang
The process of research is presented in the figure below. This process consists of three main parts: (1) building scales, (2) assessing scales, (3) verifyingthe model of research.
The scales are based on the foundation of the theory on service quality, the theory of available scales, namely the SERVQUAL scale (Parasuraman & CTG. 1988) and the theory on customer satisfaction. However, due to the characteristics of each service sector and differences in culture and economic development of each region, the scale is not appropriate for the characteristics of entertainment service in Vietnam market. Therefore, it is necessary to conduct the qualitative research to adjust the scale accordingly.
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To adjust the SERVQUAL scale, this research uses the qualitative method withthe technique of bilateral discussion for 10 customers who used service in this entertainment park to self-evaluate this service quality. Based on the research result of the scale 1 (SERVQUAL), it will be adjusted for the scale 2.
The scale 2 is used for formal research. Quantitative research is used for formal research with the technique of direct interview with customers. This official research is conducted to test the model of the scales and theoretical models. The scale is preliminarily evaluated by Cronbach alpha reliability coefficient and exploratoryfactor analysis EFA.
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Figure 3.1 Research process
3.2 THE SCALE ADJUSTMENT 3.2.1 THE SERVQUAL
The SERVQUAL was proposed by Parasuraman &ctg (1988) and was tested several times by this author. It is widely used to measure service quality. After many times of testing, finally the SERVQUAL includes 21 observed variables used to measure fivecomponents of service quality, namely: (1) Reliability, (2) Responsiveness, (3) Competence, (4) Empathy, (5) Tangibles.
The SERVQUALscale quite completely covers all matters of a service. However, each particular service sector has its own characteristics. The entertainment service in Nha Trang
Quantitative research
Deleting variables that have small corrected item-total correlation
Checking the Alpha coefficient Deleting variables that have low
EFA
also has its own ones. Therefore, the scalemay not be appropriate for this market. Therefore, it is necessary to adjust and supplement appropriateobservations to Nha Trang market.
The scale was adjusted and supplemented according to the research by Nguyen Dinh Tho&ctg (2003: 23). The scale consists of 24 observed variables used to measure five components of service quality, namely: (1) Reliability, (2) Responsiveness, (3) Competence, (4) Empathy, (5) Tangibles.
During the investigation process of discovering new factors, the author found that cost variable also affected customer satisfaction, so this scale would be added two new observed variables to cost component, which were: “Price fittingservice quality”, and “Compared to other amusement parks, cost at this amusement park is more reasonable”.
After the adjustment and supplement of new observations and adjustment of old observations, the service quality scale of Vinpearl Land amusement parks includes 26 observed variables that measures its six components. The reliability component is measured by four observed variables. The responsiveness component is measured by fourobserved variables. The competence component is measured by fourobserved variables. The empathy component is measured by twoobserved variables. The tangibles component is measured by 10 observed variables. Finally, the cost component is measured by twoobserved variables. They arepresented by six main contents (I, II, III, IV, V and VI) in the questionnaire of quantitative research (see Appendix 2).
3.2.2 MEASUREMENT OF CUSTOMER SATISFACTION
In Chapter 2, the author mentioned the service quality and customer satisfaction. For service business, these two concepts are often equated but to the researchers, they are two completely different concepts. Customer satisfaction is a general concept;it presents their satisfaction when they consume a service. Meanwhile, the service quality only focuses on specific components of service (Zeithaml & Bitner 2000). Therefore, in this research, customer satisfaction is measured by the overall satisfaction of customers to service.
The measurement scale of customer satisfaction used in this research is based on measurement scales of Hayes (1994), including three observed variables: interview clients for their overall satisfaction to the service, to the service manner and to the equipment of the amusement parks. It is presented by a main content (VII) in the questionnaire of quantitative research (see Appendix 2).
3.3 FORMAL RESEARCH
After being adjusted and supplemented through qualitative research, the scales would be further assessed through quantitative research (formal research) at Vinpearl Land.The target
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research subject is customers who used serviceof this amusement park.
Sample was selected by method of convenience with size of 160. This research selected sample size as ratio of 5: 1 and in model of theory, there were 32 parameters needed to be estimated, so minimum size of sample was 32x5 = 160. To achieve that minimum sample, 170 questionnaires must be handed out.
During the investigation and strict control on questionnaires collected, there only 160 questionnaires were qualified, and remaining 10 questionnaires were excluded due to the blanks and loss. Finally, 160 completed questionnaires were used. Data was entered and screened through SPSS.
Among 160 qualified questionnaires, 83 respondentswere male (accounting for 51.9% of the sample size); the remaining 77 were female (accounting for 48.1% of sample size).
Regarding income, 63 respondents had average monthly income per capita under three million VND, representing 39.4% sample size. Fifty-one customers had the monthly income per capita in the range of three million to five million VND, representing 31.9% of sample size. Income per capita in the range of five to seven million VND was 31 customers, representing 19.4% of sample size. The remaining 15 customers had income per capita of over seven million VND per month. Specifically, there were 88 out of 160 customers came from other provinces, accounting for 55% of the sample size. The remaining 77 customers was in the province, accounting for 45% of the sample size.
3.4 SUMMARY
This Chapter demonstrates the research method performed to evaluate the measurement scales of constructs and theoreticalmodel of service quality and customers satisfaction.
Research method is performed through two steps that are preliminary research and formal research.
Preliminary research in this Chapter was performed through bilateral discussion with 10 customers who used services in this recreation area. Formal research is a quantitative research performed by direct interview technique through the quantitative research questionnaire with 160 customers. The scale of components of service quality is adjusted and supplemented.
Finally, the scale comprises two measured variables of five components of service quality and three observed variables to measure the customer satisfaction. This Chapter concurrently describes information of sample of formal research. The next Chapter will illustrate the results of research including the scale verification and research model.
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