Thai Nguyen University Socialist Republic of Vietnam Southern Luzon State University Republic of Philippines PERCEIVED SERVICE PERFORMANCE AND PROSPECTS DEVELOPMENT OF VNPT TELECOMMUNICATIONS IN THAI NGUYEN, VIETNAM A Dissertation Presented to the Faculty of Graduate School of Southern Luzon State University, Philippines and Thai Nguyen University, S.R. Vietnam In Partial Fulfillment of the Requirements for the Degree Doctor in Business Administration NGUYEN PHUONG THAO (CANDY) August 2013 APPROVAL SHEET iii DEDICATION This piece of work is dedicated To My Family iv ACKNOWLEDGMENT The researcher wishes to extend her most sincere gratitude to the following people who made this piece of work a reality. Dr. Cecilia N. Gascon, President of Southern Luzon State University, Republic of the Philippines, who made possible the linkage with Thai Nguyen University and the offering of Doctor of Business Administration, through the ITC-TUAF; Dr. Dang Kim Vui, the President of Thai Nguyen University, who made the linkage with Southern Luzon State University, Republic of the Philippines and the offering of Doctor of Business Administration, through the ITC-TUAF; Dr. Alice T. Valerio, for her support and supervision throughout my graduate study program. Her kindness and daily instructions in the last three years are greatly appreciated and this dissertation is as much her work as mine; Prof. Nordelina Ilano, Director, Office for International Affairs of URS for her support to the DBA1 students; Dr. Tran Thanh Van, the Dean of the Graduate School of Thai Nguyen University, for his assistance and encouragement to pursue this study; Dr. Dang Xuan Binh, the Director of International Training Center, for his assistance and encouragement to pursue this study; Dr. Nguyen Thanh Hai, the Vice Director of International Training Center, for his assistance and encouragement to pursue this study as DBA Class Manager; To all the SLSU and TNU Professors, for their support and guidance extended throughout the graduate studies in Thai Nguyen University, Vietnam; To his ever dearest friends for their kindness and remarkable support; To his family, for their support, encouragement for being the sources of greatest inspiration, which made his career a success. v ABSTRACT In Vietnam's intensifying telecommunication service market today, satisfying customers is only the baseline and may not be sufficient for survival for mobile phone service providers. Management should focus on gaining customer loyalty by enhancing customer perceptions of service quality and increasing as perceived by the consumer value. To do that, it is necessary for them to figure out the relationships and impacts of service quality, customer value, customer satisfaction, corporate image and customer loyalty. This research focused on evaluating the service performance of telecommunications services by employees and customers in VNPT in terms of services, place, price, promotion, people and position. This research also sought to assess the prospect of VNPT Thai Nguyen in terms of management capacity, human resource, service attitude, marketing and material facilities. Based on the assessments, proposing recommendations to improve the quality of activities and prospect of resources of VNPT Thai Nguyen . All ratings for VNPT in Thai Nguyen are collected opinions of Telecommunications Director of Thai Nguyen, the employees, Deputy Sales Rooms, as well as transaction services for customers, and especially survey of customers using the services of VNPT. The service performance of VNPT in Thai Nguyen province is reflected through the perceived products and services, places, price, promotion, people and position. For the overall mean for both employees and customers respondents show similarity on their perception on the position status of the company in terms of the six components with the overall obtained mean of 3.81 and 3.66 both rated as very good. For the overall mean for both manager and employee respondents, vi there is similarity on their perception on the prospects in terms of the five areas as shown in the obtained mean of 4.10 and 4.16 both rated as very good. But about the order reviews of these factors is different. It is recommended that VNPT in Thai Nguyen province should focus on opening course training staff security, and wireless computer maintenance skills to motivate work, team work skills and communication skills. Continue to promote the exploitation of Internet and mobile phones, in addition to developing network services Hold training on customer relationship management skills and the purchase of software for customer relationship management for marketing. Maintain giving gifts to customers to congratulate customers on their birthdays or major holidays. This will help customers feel special and be concerned about how the customers are treated. vii TABLE OF CONTENTS TITLE PAGE Page APPROVAL SHEET ii DEDICATION iii ACKNOWLEDGMENT iv ABSTRACT v TABLE OF CONTENTS vii LIST OF TABLES ix LIST OF FIGURES xi CHAPTER 1 INTRODUCTION………………………………………………………………1 Background of the Study 6 Statement of the Problem 7 Objective of the Study 9 Hypothesis of the Study 10 Significance of the Study 11 Scope and Limitation of the Study 11 Definition of Terms 11 2 REVIEW OF RELATED LITERATURE AND STUDIES . . . . . . . . . . . . . . 14 Related Literature 14 Related Studies 20 Conceptual Framework 30 3 RESEARCH METHODOLOGY… ………32 Locale of the Study 32 viii Population, Samples and Sampling Techniques 32 Research Instruments 33 Data Gathering Procedures 34 Statistical Treatment 34 4 PRESENTATION ANALYSIS AND INTERPRETATION OF DATA… 36 5 SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS.73 Summary of Findings 73 Conclusions 79 Recommendations 80 BIBLIOGRAPHY 89 APPENDIX 92 QUESTIONNAIRE 94 CURRICULUM VITAE 106 ix LIST OF TABLES Table Page 1 Personal profile of respondents 39 2 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Status of the Company in Terms of Products and Services 40 3 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Status of the Company in Terms of Place 43 4 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two groups of Respondents on the Status of the Company in terms of the Price 45 5 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Company Status in Terms of Promotion 47 6 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Company Status in terms of People 49 7 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Company in Terms of Position 53 8 Composite Table on the Status of the Company as Evaluated by the Two Groups of Respondents in Terms of the Six Areas 55 9 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Prospect of the Company in Terms of Management Capacity 56 10 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Prospect of the Company in Terms of Human Resource 58 11 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Prospect of the Company in Terms of Service attitude 60 12 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Prospect of the Company in Terms of Marketing 62 x 13 Computed Mean, Verbal Interpretation and Rank Distribution on the Perception of the Two Groups of Respondents on the Prospect of the Company in terms of Material Facilities 66 14 Composite Table of the Computed Mean, Verbal Interpretation and Rank Distribution on the Prospect of the Company as Evaluated by the Two Groups of Respondents in terms of the Five Areas 67 15 Mean, Standard Deviation, and Correlated T-Test on the Assessment of the Two Groups of Respondents as to the services performance of the Company in Terms of Area with respect to the Different Criteria 69 16 Mean, Standard Deviation, and Correlated T-Test on the assessment of the Two Groups of Respondents as to the Prospect of the Company in Terms of Areas with respect to the Different Criteria 70 [...]...xi LIST OF FIGURE Table 1 Page Conceptual framework showing the assessment service performance and prospect VNPT Telecommunications in Thai Nguyen Province 31 2 The profile of respondents in terms of gender 36 3 The profile of respondents in terms of age 37 4 The profile of respondents in terms of civil status 38 5 The profile of respondents in terms of educational attainment ... must show the meaning in terms of connection - a specific characteristic in business of VNPT Company VNPT is the pioneer in expanding mobile information in remote regions in Vietnam It is doing business to provide good services in order to promote local socioeconomic developments (Vietbao, 2012) In the wake of these changing dynamics, the Vietnamese mobile phone operators face a number of significant... businesses and individuals (VNPT. com) With its purpose to bring customers an improvement of material life and to sustain the work spirit of its employees and to benefit partners, VNPT is at the core of helping the interests of the Vietnam community as usual and possibly that of Southeast Asia and the world in general through the application of technology and advanced telecommunications thereby bringing... province as perceived by the two groups of respondents, including employees and customers of VNPT Thai Nguyen 4 To assess the prospects of the VNPT Telecommunication Thai Nguyen in terms of: 3.1 Management capacity 3.2 Human resource 3.3 Service attitude 3.4 Marketing 3.5 Material facilities 5 To compare the prospects of VNPT Telecommunication in Thai Nguyen province as perceived by the two groups of. .. VNPT, 2012) Economic environment in Vietnam increasingly becomes more dynamic VNPT of Thai Nguyen province sustains the needs of telecommunications To develop fast, strong and sustainable, VNPT must continually analyze and assess the results of their operations and market to see the status service performance of the project strategy and to draw specific measures appropriate to develop its network in. .. economic development in the society 7 Specifically, the VNPT aims to maximize the operational efficiency and develop economic groups at the technology, modern management and professional and high business sectors, including telecommunications and information technology in the industry and professional business It is tightly linked between production and business with science, technology, research and training... the profile of the respondents in terms of: 1.1 Age 1.2 Gender 1.3 Civil status 1.4 Education 1.5 Year in service 2 To determine the perceptions of respondents on the services performance of the VNPT Telecommunication Thai Nguyen in terms of: 2.1 Product and service 10 2.2 Place 2.3 Price 2.4 Promotion 2.5 People 2.6 Position 3 To compare the services performance of VNPT Telecommunication in Thai Nguyen... the province of Thai Nguyen province Vietnam has been developing market economy, with economic policy models and strategies to integrate into the international economy Development of the market economy has been and will put the country's economy in general and businesses in particular face challenges and difficulties ahead of the competition increasingly fierce international to grab customers and expansion... two groups of respondents including staffs and managers of VNPT Thai Nguyen Hypothesis of the Study The study tested the null hypothesis that there is no significant difference in the perception of services performance as perceived by employees and customers and prospects of VNPT Telecommunication in Thai Nguyen Province - as perceived by managers and staffs 11 Significance of the Study With the desired... the current telecommunications practiced by VNPT in the business of telecommunications services for the years 2011 to 2012, to offer solutions, suggestions for improving the quality of telecommunications services and raise awareness of competitive effectiveness of VNPT Thai Nguyen in the following years To the manager This will provide them with valued information concerning the marketing In this regard . specific characteristic in business of VNPT Company. VNPT is the pioneer in expanding mobile information in remote regions in Vietnam. It is doing business to provide good services in order to promote. transaction services for customers, and especially survey of customers using the services of VNPT. The service performance of VNPT in Thai Nguyen province is reflected through the perceived. Thai Nguyen University Socialist Republic of Vietnam Southern Luzon State University Republic of Philippines PERCEIVED SERVICE PERFORMANCE AND PROSPECTS DEVELOPMENT OF VNPT TELECOMMUNICATIONS