tailieunhanh - Customer satisfaction in mobile service quality: Evidence from hanoi and Ho Chi Minh city’s officers

This study explores the factors influencing the quality of telecommunication services in Hanoi and Ho Chi Minh City. By conducting an online survey of 413 office workers, the results indicate that among the five components of the perceived quality of telecommunications services, reliability, assurance, and empathy are Key factors affecting consumer satisfaction in Hanoi and Ho Chi Minh City. | VNU Journal of Science: Economics and Business, Vol. 34, No. 5E (2018) 1-18 Customer Satisfaction in Mobile Service Quality: Evidence from Hanoi and Ho Chi Minh City’s Officers Pham Thi Thanh Hong1, Tran Hai Van2 1 School of Economics and Management, Hanoi, University of Science and Technology, 1 Dai Co Viet, Hanoi, Vietnam 2 Post and Telecommunication Equipment Jsc., 61 Tran Phu, Dien Bien, Ba Dinh, Hanoi, Vietnam Received 26 October June 2018 Revised 26 December 2018; Accepted 27 December 2018 Abstract: This study explores the factors influencing the quality of telecommunication services in Hanoi and Ho Chi Minh City. By conducting an online survey of 413 office workers, the results indicate that among the five components of the perceived quality of telecommunications services, reliability, assurance, and empathy are Key factors affecting consumer satisfaction in Hanoi and Ho Chi Minh City. The findings of this research help mobile service providers to understand how consumers perceive the quality of mobile services. Thus, mobile service providers would effectively design marketing strategy to improve customer loyalty as well as enter new markets. Keywords: Mobile service, service quality, online survey, empirical study, Vietnam. 1. Introduction In many cases, customer satisfaction is tied to the customer’s perception and product selection. It is said that customer satisfaction is the primary goal for most service firms to achieve a long-term relationship with both present and potential customers [1-4]. Many scholars also argue that customer value and customer satisfaction are the source of competitive advantage for modern companies [3, 5-7]. Research on the behaviour of mobile services states that service quality has a significant relationship with customer satisfaction [2, 4, 5, 8, 9]. These studies also found that the satisfaction of business people is different from students or retired people, the same as with the ways of payment. Besides, tangibility .