Business Research Method Assignmen t Hanoi is one of the cities with high population density in the world The government has launched and building more public transportation in order to reduce pressure on urban However, public transport is not the best choice for people, even if it also contains many problems that people use services not satisfaction Group of Class FB605 Đỗ Thị Anh Thơ Vũ Ngọc Quý Lê Tuấn Hưng Lý Thu Thảo English TABLE OF CONTENTS I INTRODUCTION Background Problem Research Question Research Objective II LITERATURE REVIEW a The role of public transport b Criteria for evaluating the customer service of public transportation c Evaluation of customer satisfaction III REFERENCES I Introduction Public transport appears very soon Form of first public transport is waterway It helps to use a ferry to transport people, animals and goods Then gradually appearing forms of public transport such as passenger carriage, passengers on a fixed itinerary from inn to inn the other, and the double-decker bus, first appeared in Nantes, France in 1826, to help transport people in the city Government uses tax money to raise funds for public transport will bring about benefit for people If tax money into the funds for public transport, public transport will be developed, which will reduce traffic congestion and environmental pollution Government nor expand infrastructure to regulate traffic because it is very expensive, which requires higher taxes Therefore, people will not have to pay tax This is beneficial to the people Another reason for the development of public transport is to help those who have no ability to control the vehicle normal, age that have not enough to allow transport controls, or is those who cannot pay for this kind of traffic expensive Background Road system: Until late 2011, Hanoi is 7,365 km of roads, of which 20% are main roads, city managers over 4.3 million vehicles and there are nearly million motorcycles Railway system: Hanoi railway system is an important traffic in transporting goods and passengers, was connected with most of the people in South Vietnam Hanoi is the starting point of the North-South railway Unified 1,726 km long, is located 2,600 km of the total length of the railway system in Vietnam, mostly built by the French Since 1900 Hanoi has used urban railway train built by the French By 1991, the stops working train, rail has been removed because it means traffic congestion caused in part by rail and partly because of slow speed ships Airport system: Hanoi has two airports are Noi Bai International Airport (domestic and international) and Gia Lam Airport (small airport, where you can rent a helicopter tour) Noi Bai Airport is 45 km from the city to the north while Gia Lam Airport in Hanoi center In addition, there is an unused military airport is Bach Mai airport Problem: Hanoi is not the only city in the world with a traffic problem In Hanoi more than two million people live in a very small area, but the number of car, mopeds and bicycles tearing through the streets is on the rise When thousands of motorcycles — there are nearly four million registered in the city — funnel into the winding streets and narrow alleyways, the rapidly increasing traffic has also increased noise pollution and accidents In the Vietnamese capital it is hard to escape the elemental conversation on how best to cross the street “There are times when you just can’t cross.” The government handbook for people taking their driving test says “motorcycles must yield to pedestrians crossing at a crosswalk.” That is wishful thinking In reality the white lines are little more than decorative paint Other traffic rules are flouted with seeming impunity In foreign countries when there is a red light everyone stops Here, if there is no police, they go through And residents of Hanoi make a point of looking both ways when crossing a one-way street Hanoi has generally good sidewalks, but in many areas they have been transformed into giant motorcycle parking lots, forcing pedestrians into the streets Furthermore, many Hanoi residents complain that the traffic chaos rattles their nerves, especially the nearly incessant honking And traffic signals at some intersections seem like a waste of electricity The state news media reported that last year across Vietnam, there were 44,548 accidents, resulting in more than 11,000deaths The National Committee of Traffic Safety declined to disclose the numbers for Hanoi, but the sheer concentration of motorbikes makes it hard to attain high speeds and thus appears to reduce the chance of serious accidents A traffic police officer at one main intersection said almost all the accidents he saw were minor scrapes and tangles And for the truly terrified, there is always public transportation Research Question Nowadays, there are many people choose public transportation which help them move anywhere in Hanoi Public transportation has a lot of benefits People can save money and time When people use public transportation, they can improve health than use motorbike or car by them self If we have a good health, we can everything Besides, some survey shows that public transportation brings some trouble to users It makes customer’s satisfaction decrease in each year So the government and citizen should find solution which help problem solving There are many questions that people must answer if they want to raise customer’s satisfaction in public transportation For example: who can help us reform the customer’s satisfaction? How many solutions are there in the problem? But it is only a small aspect The most important thing, we most know about the reason which makes people feel very uncomfortable and happy when they use public transportation So we must concentrate about “Why does customer’s satisfaction decrease in public transportation in Hanoi” After that, we can easy we can easy answer the other question Research Objectives To evaluate service attitude The reason customers are not satisfied when using public transport service is attitude of staff The public service was built to serve people in many places However, there are many reasons customer unwilling attend and use public transportation One of the reasons it is so service attitude from the staff Status of employees of Hanoi bus fired passengers, or having bad behavior to customers are becoming increasingly popular The level of passenger satisfaction for employees accounted for no more buses Most of them said that employees in the public service public transport not so open and enthusiastic with customer Even passengers are not instructed where up and down the car To find out quality of vehicles Vehicles used in the way public services are not currently being met the needs and wants of passengers Customers not appreciate the quality of the vehicles With buses, customers feel uncomfortable with the smell in the car, missing handrails designed for sure, the car have not runs smoothly yet The train noise is too large, gate design not safe …Ministry of Transport has no checking quality of vehicles using in public transportation Currently, many facilities still ineligible activities, and that is one of the causes of poor quality of service, not bring satisfaction to customers It even was the cause of the tragic accident To explain infrastructure Transport infrastructure is improving in Hanoi than 20 years ago Many streets are open and upgrade but traffic jams still exist a lot That is the reason why many people choose personal vehicles instead of public transportation to be active in the movement.On many roads in Hanoi, infrastructure is poor; there are many narrow roads unsuitable for public transport The railway system is not improved; many roads were much worn and damaged This affects the safety of the user II LITERATURE REVIEW a The role of public transport Public transport moves us all towards a more sustainable future The more trips that are made by public transport reduces the number of trips that are made by private vehicles, leading to less congestion on the roads and a more efficient road system Why we need public transport? The role of public transport is to provide people with mobility and access to employment, education, retail, health and recreational facilities, as well as community facilities Benefits: Provides an alternative to reliance on the motor car Public transport provides mobility and access to travel for those who not have use of a private vehicle and an alternative to travel by private motor vehicle Reduces traffic congestion and travel times Public transport has the capacity to transfer large numbers of people For example, based on current estimates the Ipswich railway line into the Brisbane Central Business District during peak hour carries approximately 6,500 people per hour If these people chose to travel by car instead, that would mean an additional 5,400 cars (approximate) would use our roads (this would fill over two lanes of a highway with commuters every hour) Provides economic opportunities Public transport helps to reduce traffic congestion times, increases access to employment, lowers transportation and business costs, helps to lower the cost of living and increases business productivity Reduces harmful pollution and improves air quality Public transport produces up to 95 per cent less carbon monoxide, and 50 per cent less carbon dioxide and nitrogen oxide per passenger kilometer travelled compared to cars If more people travel by public transport, pollution and greenhouse gas emissions can be lowered and air quality improved Provide benefits to individuals and communities An individual’s health can benefit from the use of public transport Walking to a train or bus stop can increase the amount of daily exercise undertaken b Criteria for evaluating the customer service of public transportation - Reliability: The ability of public transportation’s staffs or the vehicles to perform and maintain its functions in routine circumstances, as well as hostile or unexpected circumstances - Responsiveness: Is to the readiness and willingness of public transportation’s employees to help passengers in providing prompt timely services - Competence: The possession of the required skills and knowledge to perform the service - Courtesy: Is the consideration for the customer's property and a clean and neat appearance of public transportation’s staff, manifesting as politeness, respect, and friendliness - Credibility: The factors such as trustworthiness, belief and honesty It involves having the customer's best interests at prime position It may be influenced by company name, company reputation and the personal characteristics of the contact personnel - Security: The customer feeling free from danger, risk or doubt including physical safety, financial security and confidentiality - Access: Is approachability and ease of contact For example, bus working hours and locations of station - Communication: Both informing customers in a language they are able to understand and also listening to customers The company providing public transportation services may need to adjust its language for the varying needs of its customers Information might include for example, explanation of the service and its cost, the relationship between services and costs and assurances as to the way any problems are effectively managed - Knowing the customer: Means making an effort to understand the passenger's individual needs, providing individualized attention, recognizing the customer when they arrive and so on This in turn helps in delighting the customers i.e rising above the expectations of the passenger - Tangibles: The physical evidence of the service c Evaluation of customer satisfaction c1 Customer Satisfaction: Definition: Satisfaction of customer is the state of level of human feeling It comes from the comparison with awareness of a product of their expectations Evaluation of customer satisfaction help service providers knows the feedback of customers and the receipt of customer with services After that, provider proposed ways to attract, retain more and more customers Factor influence customer’s satisfaction - The service attitude: + Status of employees of Hanoi bus fired passengers, or having bad behavior to customers are becoming increasingly popular + Employees in the public service public transport are not friendly and enthusiastic with customers - The quality of vehicles: Vehicles used in the way public services are not currently being met the needs and wants of passengers + With buses, customers feel uncomfortable with the smell in the car, missing handrails designed for sure, the car have not runs smoothly yet + The train noise is too large, gate design not safe - The infrastructure: + Almost of infrastructure of road in Hanoi city have not well + Many narrow roads are unsuitable for public transport + The railway system is not improved c2 Expectation of customer: When customer participate public transportation, their expectations are: -Safety level of service -Improve service quality -Reasonable price -Enhanced customer benefits The Gap Model The GAP model is used in marketing services because it is very useful Zeithaml is a person who introduced it firstly in 1988 It is difference between customer‘s expectation about service and perceived service This model provides an overview of consumer relations with supplier The GAP Model GAP 1: It emphasized the problem faced by almost company service but don’t give solution The service providers not understand their customers, meet the demand of customer and have an ability evaluate their potential customers Example: with public transportation, the company provides public service believe that their expectation of customer only cost of service but the real customer desire is the quality of vehicles and the level of safety of customer GAP2: Gap two is the difference between a service providers' perception of clients / users expectations and the subsequent development of customer-driven designs and standards Manufacturer of professional service misunderstand customer orientation of their products while providing GAP3: It is the distance between the following Scheduled orientation designed and standard input of customer g given, with service 'actually where they receive These guidelines may not be enough to make a good service GAP4: This gap exists when having a difference between the actual services which are delivered to customer and communication of supplier with their customer These can be promotion media, poster, web pages, and ads That's a promise or a statement of service providers to clients however that customer receive not the same Example: With airlines, they always promise to customers that their vehicles are modern and advanced but the customer service is often not satisfied for any inconvenience on the plane SERVQUAL MODEL: Definition: SERVQUAL Scale is one of the key tools in marketing services used to evaluate service quality (Parasuraman & CTG 1994) This scale can be applied in different types of services such as restaurants, hotels, hospitals, schools, airlines, tourism, and public transport SERVQUAL scale measure based on the quality of service perceived by the customers using the service Parasuraman & CTG (1985) said that any services, quality of service perceived by customers to the 10 model components, such as: • Reliability: customers not have confidence in the safety when using public services because of its quality and attitude of the driver Most users not think the bus is safe • Responsiveness: Although public transportation system are widespread but the facilities and quality of service is not appreciated Besides, the price of tickets makes people happy because it • fits with their pocketbooks Moreover they can easily go to many different locations Competence: Employees not really customers feel comfortable when using the service They not open and friendly with customer But they can show the route which user want to know • Sometimes, employess can kelp quiet in public transpotation Access: customers have to wait very long if you want to buy tickets in the peak days because there are very few places for the train ticket, bus ticket • Courtesy: not open and customer friendly Users will be scolded if they delay the • boarding and alight Communication: customers not grasp information which related tothe services • and answer questions Credibility: There are many companies that public transport services are not building customer trust For example: users often lose belongings, number of people in vehicles • exceeding the prescribed Security: There are many problems that occur when using public transport Such as: fighting occurred, lose money or telephone… • • Understanding customer: companies not capture the customer's needs The companies not have promotions or gratitude suit customers regularly use the service Tangibles: - Uniform is not nice - Equipment is not modern Reference - Phuong Nguyen, Theory of GAP Model in service Marketing, [online] Available at - T FULLER, Why Did the Tourist Cross the Road? The Real Riddle Is ‘How’, [online] Available at [Accessed at 04.12.2012] - Von Allmen, S., Deans, K R and Bartosiewicz, I (2001), "Portals - Are We Going In Or Out?", [online], Proceedings of AusWeb01, pp 28-46 Available at - Zeithaml, V and Bitner, M J (2003) Services Marketing, 3rd Edition, McGraw-Hill - J Joseph Cronin, Jr and Steven A Taylor Journal of Marketing Vol 56, No (Jul., 1992), pp 55-68 Published by: American Marketing Association Article Available at The End  ...TABLE OF CONTENTS I INTRODUCTION Background Problem Research Question Research Objective II LITERATURE REVIEW a The role of public transport b Criteria for evaluating... times, increases access to employment, lowers transportation and business costs, helps to lower the cost of living and increases business productivity Reduces harmful pollution and improves air... in public transportation in Hanoi” After that, we can easy we can easy answer the other question Research Objectives To evaluate service attitude The reason customers are not satisfied when using