ABSTRACT:
This research examines customer satisfaction with the quality kèo nhà cái w88 digital content service in Ba Ria - Vung Tau Province. The research’s results show that service quality is an important factor for customer satisfaction. Based on this research’s findings, some implications for managers and directions for future research are also proposed.
Keywords:Servies, services quality, digital content service, customer satisfaction.
1. Introduction
Digital content services(DCS) have been formed and developed in Vietnam with the development kèo nhà cái w88 the media and information technology industries, digital information can be found, such as movies, documents, music or others is shared on the internet via Google, Facebook, youtube or other tools easily. The DCS such as digital music, digital data, digital entertainment, online information lookup, e-learning, digital libraries and museums, content development on broadband networks, content development on mobile telecommunications networks, listening to online radio, watching movies, downloading movies, digital TV, online health care, voting online, selling books online, texting winning and many more... forming a virtual community, providing digital content information, buying and selling transactions, and enriching the daily life kèo nhà cái w88 local customers (Constantinides & Fountain, 2008). According to the Government (2007), the DCS include: (a) digital content distribution and distribution services; (b) digital data entry, update, retrieval, storage and processing services; (c) administration, maintenance, maintenance and warranty services for digital information content products; (d) editing, feature addition and localization services for digital content products; (e) distance training service; remote medical examination and treatment services; Communication services provided on the network environment; (f) other digital information content services.
Currently very few studies on the Quality kèo nhà cái w88 DCS in Vietnam. In the context kèo nhà cái w88 different fields, economics, and research societies, governed by different cultural environments, clients may have different perceptions kèo nhà cái w88 service quality (Malhotra et al., 2005). In this study is to explore and measure factors kèo nhà cái w88 Quality kèo nhà cái w88 Servies affecting the satisfaction kèo nhà cái w88 customers using the DCS at the Ba Ria Vung Tau Province. The following contents include: (1) Literature Review Quality kèo nhà cái w88 Servies; (2) Theoretical background and research model, (3) research methods and results, (4) Discusstion and suggestions.
2. Theoretical background and research model
2.1. Service Quality Concept
In the process kèo nhà cái w88 developing this research, authors base on the Root kèo nhà cái w88 Service Quality Concept discuss to Services Quality, such as: Lewis and Booms (1983), Grönroos (1984), Parasuraman et al. (1988), Cronin and Taylor (1992) Brady and Cronin (2001).
In general, these authors build and test the 5 components kèo nhà cái w88 Quality kèo nhà cái w88 Servies: (1) reliability, (2) responsiveness, (3) assurance, (4) tangible means and (5) empathy, called SERVQUAL consisting kèo nhà cái w88 22 variables. Although Parasuraman et al. (1991) confirmed the complete SERVQUAL scale on Quality kèo nhà cái w88 Services, although in the development kèo nhà cái w88 research on Quality kèo nhà cái w88 Services, many research have relied on the SERVQUAL scale to adjust and test their research. Service image and in the context kèo nhà cái w88 different regions to suit specific studies (Bojanic, 1991; Cronin & Taylor, 1992; Lassar et al., 2000). The SERVQUAL scale is widely used in all types kèo nhà cái w88 services, but using this scale in measurement research DCS is still a new problem for domestic and foreign researchers. The research which were conducted by Miranda-Gonzalez & Benagil-Palacios (2004) focuses on four factors: accessibility, speed, control and content. Bhattacherjee (2001) researched the behavioral hypothesis model to continue buying digital content, then tested experimentally and used through online customer survey. Research by Negash, Ryan and Igbaria (2003) is on the quality kèo nhà cái w88 webbased support system such as information quality, system quality and Quality kèo nhà cái w88 Servies. This research’s results indicate that information and system quality can affect customer satisfaction.
This research, the scale is built based on qualitative research, service theory and SERVQUAL to develop the scale in context the testing customers using DCS in the Ba Ria Vung Tau Province.
2.2. Research model
The research hypotheses model and hypotheses in Figure 1 show the relationship between Quality kèo nhà cái w88 DCS and customer satisfaction with the DCS in the Ba Ria Vung Tau Province.
Figure 1. Research hypothesis model
Source: Author’s Synthesis
3. Research method
3.1. The scale
All scales kèo nhà cái w88 research concepts in the model are multivariate scales, except for the scale kèo nhà cái w88 customer satisfaction that is measured by two endogenous variables. These scales use the Likert format, with five points from "1 - Strongly disagree" to "5 - Totally agree". The scale kèo nhà cái w88 factors that influence Quality kèo nhà cái w88 DCS Quality is comprised kèo nhà cái w88 seven components: image kèo nhà cái w88 DCS provider (HA), Reliability kèo nhà cái w88 DCS (TC), Response to DCS requirements (ĐU), DCS supply continuity (ĐB), The understanding kèo nhà cái w88 service attitude (CT), Capacity kèo nhà cái w88 DCS provider, (NL) Value the right information (GT).
3.2. Research sample
According to Hair (1998), to research sample in this research: 251 survey questionnaires passed out through Google Form, which has 237 valid responses and is used to include in the analysis, has a valid rate kèo nhà cái w88 94.4%. The number kèo nhà cái w88 customers using DCS every day is 204 persons, accounting for 81.9% while 47 people use DCS several times a week, accounting for 18.9%. In which, the number kèo nhà cái w88 customers using DCS for entertainment purpose? is 190 persons, accounting for 76.3%; for research purpose is 120 persons, accounting for 48.2%; 142 people studying, accounting for 57%; Internet access exploiting digital content for other purposes accounts for 3.6%. The data shows that customers exploiting the DCS for entertainment account for the largest proportion in the remaining digital content exploitation purposes.
3.3. Data analysis and discussion kèo nhà cái w88 results
3.3.1. Analysis Cronbach’s Alpha
The results Cronbach's Alpha coefficient is greater than 0.6 and the total variable correlation coefficient is greater than 0.3.
Table 1. Cronbach’s Alpha
Source: Author’s calculations
3.3.2. Analysis EFA
20 observed variables were analyzed using the Principal Component method kèo nhà cái w88 Varimax rotation, Bartlett's test: Sig. = 0.000 < 0.05, KMO coefficient = 0.714 0.5, Cumulative% = 78.715%, Eigenvalues first. All observed variables have factor loading coefficient (factor loading) 0.5. After analyzing the EFA we have the version and adjusted model.
Table 2. Adjusted model form the results kèo nhà cái w88 EFA analysis
Source: Author’s calculations
Figure 2: Adjusted model (Research Result Model)
Source: Author’s Synthesis
3.3.3. Correlation analysis
All the independent variables correlated with the dependent variable reached the 1% significance level and between a number kèo nhà cái w88 independent variables at the 1% significance level. The mean kèo nhà cái w88 the dependent variable kèo nhà cái w88 customer satisfaction (HL) correlated with the mean independent variable “response” (ĐU) kèo nhà cái w88 services (Pearson coefficient = 0.585) was quite high and with the mean setting the lowest "provider capacity" (NL) (Pearson coefficient = 0.120), the remaining independent variables are correlated with the independent variables.
3.3.4. Multi-variable Regression analysis
Regression analysis tests the hypothesis that the model is used from 6 exploratory factors, including (see table 4), the results: 0.7 < R = 0.814aand 0.5 ≤ R2= 0.698 ≤ 0.8; Adjusted R2(Adjusted R Square) = 0, 798; Very small F-test (Sig.) (Sig. = 0,000 < 0.05):
Table 3. Summary Multi-variable regression model
Source: Author’s Synthesis
3.3.5. Analysis kèo nhà cái w88 Anova
The results show that the tolerance coefficient (Tolerance) is quite high (from 0.801 to 0.912) and the VIF magnification coefficient is low (from 1, 012 to 1.132), less than 2.
Table 4. Analysis kèo nhà cái w88 Anova
Source: Author’s calculations
3.3.6. Analysis kèo nhà cái w88 influencing factors
The results kèo nhà cái w88 regression coefficient estimation show the impact kèo nhà cái w88 the independent variables on the life satisfaction in order: CT → HL; ĐB → HL; NL → HL; TC → HL; ĐU → HL; GT → HL) corresponding to the regression coefficient B is 0.279, 0.296, 0.136, 0.293, 0.239, 0.219. In the condition kèo nhà cái w88 the other constant, if one kèo nhà cái w88 the factors including GT, CT, ĐB, NL, TC, ĐU increases by 1 unit, HL will increase by a corresponding amount, the regression coefficient.
3.3.7. Test the hypotheses
The test results show that the hypothesis at the statistical level kèo nhà cái w88 0.000 <0.05, the positive correlation between (1) Understanding kèo nhà cái w88 customer (CT) and Customer satisfaction (HL) is β = 0.209; (2) Response to DCS Requirements (ĐU) and Customer Satisfaction (HL) is β = 0. 429; (3) DCS provider Capacity (NL) and Customer satisfaction (HL) is β = 0. 239; (4) The DCS supply continuity (ĐB) and Customer Satisfaction (HL) is β = 0. 269; The correlation between (5) Reliability kèo nhà cái w88 DCS (TC) and customer satisfaction (HL) is β = 0. 379; (6) Value kèo nhà cái w88 information (GT) and Customer satisfaction (HL) is α = 0.228.
4. Discussion
Cronbach's Alpha’s eight kèo nhà cái w88 concept scales included in analysis are reliable and satisfactory. Therefore, all 22 observed variables are retained for exploratory factor analysis (EFA), the result: the observed variables are correlated in the population, consistent with the research data, and explain 79.8% variation kèo nhà cái w88 data and 6 extracted factors are grouped with new group compared to the study hypothesis (see Table 4).
In correlation analysis, the results indicate the influence kèo nhà cái w88 the independent variables on customer satisfaction. The technique kèo nhà cái w88 multivariate regression analysis results: the relationship between the variables in the model is closely correlated, 68.8% kèo nhà cái w88 the variation kèo nhà cái w88 the dependent variable "the satisfaction kèo nhà cái w88 science" on the quality kèo nhà cái w88 services is explained. The linear regression equation is:
HL= - 0.025 + 0.279 TC + 0.296 ĐU + 0.136 NL + 00.293 ĐB + 00.239 CT + 0.219 GT
The analysis kèo nhà cái w88 variance shows that the phenomenon kèo nhà cái w88 multicollinearity between the independent variables in this regression model is not significant. Continuing to analyze the influencing factors: when the customer using the DCS feels conditions are required for good support, the higher the understanding, the greater sense kèo nhà cái w88 comfort, peace kèo nhà cái w88 mind, and assurance. many benefits, feel good service provider capacity, modern service delivery system, large-scale, reputation, stronger supply capacity, feel fast, responsive Internet access. According to the procedures, the exploitation instructions are clear, receiving valuable and new information, which helps to solve the need for decision-making at work, their satisfaction on the quality kèo nhà cái w88 civil services is high. Finally, testing hypotheses for the results kèo nhà cái w88 all hypotheses H1, H2, H3, H4, H5, H6 are accepted.
On the other hand, a recent study by Nguyen Thi Phung (2018) in Ho Chi Minh City focuses on surveying 7 factors affecting customer satisfaction using services. The regression analysis shows that the appropriateness kèo nhà cái w88 the model is 68.8%, which means that only 68.8% kèo nhà cái w88 the variance kèo nhà cái w88 the dependent variable "customer satisfaction" is explained by the factors in paradigm. Therefore, 31.2% kèo nhà cái w88 the variance kèo nhà cái w88 the dependent variable is explained by factors outside the model. In this study, there is an adjustment to clarify the scale and in the context kèo nhà cái w88 Ba Ria - Vung Tau province verified the appropriateness kèo nhà cái w88 7 factors and determined that Nguyen Thi Phung's research model has similar meanings, At the same time, this study verifies the accuracy kèo nhà cái w88 the factors and data sets up to 79.8%, this shows that up to 30.2% kèo nhà cái w88 the components have not been mentioned in the research model or data set. The data is incomplete to propose a next research direction to supplement the model more completely.
5. Solutions
This study shows that SERVQUAL can be applied in the field kèo nhà cái w88 DCS in the Ba ria - Vung Tau Provine. However, we need to make some adjustments and additions accordingly. The research results show that Quality kèo nhà cái w88 DCS includes six components: (1) Understanding kèo nhà cái w88 customer, (2) Response to DCS Requirements; (3) DCS provider capacity; (4) DCS supply Continuity, (5) Reliability kèo nhà cái w88 DCS; (6) Value information. Research results show that if the Quality increases, it will increase the level kèo nhà cái w88 customer satisfaction. To enhance Quality kèo nhà cái w88 DCS, business managers providing service services should pay attention to the six components kèo nhà cái w88 Quality mentioned above. Recommended study on the need to secure broadband Internet access. Because the transmission line kèo nhà cái w88 service providers directly affects the customer's perception kèo nhà cái w88 Quality kèo nhà cái w88 digital content providers. Therefore, attention should be paid to measuring bandwidth traffic and capacity upgrades should be done and maintained regularly, especially building an online customer care system that records feedback kèo nhà cái w88 customers using the service. This study also conveys a message about the need for quality IT human resources, capable kèo nhà cái w88 programming, network administration and database administration, and dedicated service, courtesy, and quick for customers. Digital content enterprise administrators must also pay attention to the variety kèo nhà cái w88 DCS products, pay attention to always update new information content with high information value. When providing DCS, administrators also pay attention to factors kèo nhà cái w88 personal information security. In short, corporate administrators in the field kèo nhà cái w88 digital content in the Ba Ria - Vung Tau Province should implement the work kèo nhà cái w88 planning, building and implementing the strategy to improve the quality kèo nhà cái w88 digital content service, regularly supplementing and updating the strategic plan to improve Quality to bring customer satisfaction.
As we all know, a high-quality consumer-perceived service will be an important competitive advantage kèo nhà cái w88 that service. Therefore, if capturing the factors affecting customer satisfaction to the quality kèo nhà cái w88 civil services, it will be easier for business people in the field kèo nhà cái w88 civil services to improve the quality kèo nhà cái w88 their service to meet more and more. requirement kèo nhà cái w88 customer. Finally, the theoretical model kèo nhà cái w88 factors affecting customer satisfaction about the quality kèo nhà cái w88 customer service services kèo nhà cái w88 the customer in this research contributes to the theoretical system kèo nhà cái w88 the quality kèo nhà cái w88 a particular service sector. Through this research result, researchers can see this model as a reference model for their studies in the context kèo nhà cái w88 other research on service quality, especially in new areas kèo nhà cái w88 Vietnam.
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SỰ HÀI LÒNG CỦA KHÁCH HÀNG
ĐỐI VỚI CHẤT LƯỢNG DỊCH VỤ NỘI DỤNG SỐ:
NGHIÊN CỨU TẠI TỈNH BÀ RỊA - VŨNG TÀU
• TS.NGUYỄN VĂN VẸN
Đại học Tài chính - Marketing
•TRƯƠNG TẤN LỢI
Cao học viên, Đại học Bà Rịa - Vũng Tàu
TÓM TẮT:
Nghiên cứu này nhằm đánh giá sự hài lòng của khách hàng đối với chất lượng của dịch vụ nội dung số tạitỉnh Bà Rịa - Vũng Tàu. Kết quả nghiên cứu này cho thấy chất lượng dịch vụ là nhân tố quan trọng trongsự hài lòng của khách hàng. Dựa trên kết quả nghiên cứu, một số đề xuất đối với các nhà quản lý và hướng nghiên cứu cho các nghiên cứu trong tương lai đã được đưa ra.
Từ khoá:Dịch vụ, chất lượng dịch vụ, dịch vụ nội dung số, sự hài lòng của khách hàng.
[Tạp chí Công Thương - Các kết quả nghiên cứu khoa học và ứng dụng công nghệ, Số 26, tháng 11 năm 2020]
