TRƯỜNG ĐẠI HỌC MỞ TP HCM HO CHI MINH CITY OPEN UNIVERSITY UNIVERSITEÙ LIBRE DE BRUXELLES SOLVAY BRUSSELS SCHOOL MBAVB DO THI THANH VAN DETERMINANTS OF CUSTOMER SATISFACTION Case study: Sun Wah Tower MASTER PROJECT MASTER IN BUSINESS ADMINISTRATION (PART-TIME) Advisor: Dr NGUYEN VAN PHUC Ho Chi Minh City (2010) ACKNOWLEDGEMENTS OF COMMITMENT I would like to commit that I have prepared and conducted this research,  “Determinants  of  Customer  Satisfaction  –  Case  Study:  Sun  Wah  Tower”, as the final project of MBAVB program Ho Chi Minh City, February 18, 2011 DO THI THANH VAN i ACKNOWLEDGEMENTS The undersigned would like to acknowledge the great patience, understanding and assistance of several people who made this project possible A special thanks is extended to Dr Nguyen Van Phuc for his valuable guidance, challenging comments and continuous encouragement throughout the study I would also like to thank Professor Michele Allete of Solvay University in Belgium, Dr Tran Anh Tuan, the program coordinator, all of Professors and the two coordinators: Mr Serge Bywalski and Ms Bui Phan Bao Tran for their hard work and commitment to the program I would like to acknowledge Mr Lo Kwok Luen, General Director, Mr Ryan Lower, Property Manager, and all colleagues of Sun Wah Management team for their commitment and support me to carry out the research, create advantageous conditions for me to study and complete this project Finally, I’d like to mention the support and encouragement of my family, whose patient love enabled me to complete this work Ho Chi Minh City, February 18, 2011 DO THI THANH VAN ii COMPANY’S COMMENTS First of all I would like to show my appreciation to our Ms Thanh Van for bringing the idea to conduct a research about service quality to investigate Customer Satisfaction of tenants in Sun Wah Building to my attention The research presents the knowledge about service quality, customer satisfaction and what determinants of service quality impact customer satisfaction Through this research we have discovered what our tenants’ expectations put on us and have notified what we need to improve to meet the demands of our tenants in the building That inspires all of our staffs to try their best to make Sun Wah Tower the best service provider in the office building market This research is served as an asset of Sun Wah Management Office for further study about customer satisfaction Again, we appreciate her hard work, her practical recommendations and we sincerely thank her for this work Ho Chi Minh City, February 18, 2011 RYAN LOWER Property Manager Sun Wah Tower iii Advisor’s Comments The project is to find out determinants of customer satisfaction in the case of Sun Wah tower Customer satisfaction is very important in office building industry given the fact that there is strong competition in this industry in Ho Chi Minh City now It plays a vital role in sales that ultimately determines profitability of firms The aim of the project is to answer the question what are determinants of customer satisfaction in this industry The strengths of the project are as follows:  ­ It is well organised.  ­ Literature review is comprehensive It reviews theories on customer satisfaction and service quality Based on this, it proposes the model for quatitative analysis The model has five explanatory variables: Tangibles, Reliability, Responsiveness, Assurance, Empathy The hypotheses are that all these variables have positive influence on customer satisfaction This model is quite standard in this field.  ­ The methodology includes descriptive statistics and regression.  ­ Sample size is large enough for regression.  ­ The main contribution is the results of the regression model The findings indicate that there are three independent variables which are statistically significant These findings are sound R-squared (0.69) is quite good However, there are two variables which are not significant The weaknesses of the project are as follows:  ­ Literature review is quite standard There is no elaborate theory on office building.  ­ There is lack of review of previous empirical studies.  ­ Chapter depends too much on CB Richards Ellis It is not well connected to the whole project.  ­ The results of the regression model have two insignificant independent variables.  ­ Recommendations at the end of the project should be more elaborate In general, the thesis is well written although there are some limitations as the student admitted at the end of the thesis Based on the above performance, I recommend the thesis for acceptance of public defense.  Dr. Nguyen Van Phuc iv  COMMENTS OF ASSESSING PROFESSOR  ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐  ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐  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‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐  ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐  ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐  ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐  ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐ vi  MBAVB1 – MASTER PROJECT – DO THI THANH VAN – 2010 DETERMINANTS OF CUSTOMER SATISFACTION Case study: Sun Wah Tower TABLE OF CONTENTS List of abbreviation x List of charts xi List of figures xii List of tables xiii Abstract xiv CHAPTER - INTRODUCTION 1.1 Problem statement 1.2 Introduction of Sun Wah Tower 1.3 Research objectives 1.4 Scope of the study 1.5 Methodology 1.6 Organization of the project CHAPTER – LITERATURE REVIEW 2.1 Service and products 2.2 Understanding Customer Satisfaction 2.3 Customer’s expectations 2.4 Customer satisfaction 11 2.4.1 Customer perceived value (CPV) 12 2.4.2 Total customer satisfaction 12 Customer Satisfaction Models 13 2.5.1 13 2.5 Kano model of Customer Satisfaction vii MBAVB1 – MASTER PROJECT – DO THI THANH VAN – 2010 2.5.2 American Customer Satisfaction Index (ACSI) 15 2.6 Customer Satisfaction diagram 17 2.7 Service quality 18 2.7.1 Service quality definition 18 2.7.2 Gap model of service quality 19 2.7.3 Service quality measurement – SERQUAL 23 2.8 2.9 The important of factors 29 2.8.1 30 Impact of factors Suggested research model and form hypothesis 31 2.9.1 Proposal of study model 31 2.9.2 Initial hypotheses 32 CHAPTER – RESEARCH DESIGN 3.1 3.2 Designing the research 33 3.1.1 Qualitative research 34 3.1.2 Quantitative research 35 Official research 35 3.2.1 Dimensions measuring building services 35 3.2.2 Summary variables 38 3.3 Research sample 38 3.4 Sampling method 38 3.5 Size of sample 39 CHAPTER –OVERVIEW OF BUILDING MARKET IN HCMC 4.1 Market Overview 40 4.2 Supply 41 4.3 Rents 42 4.4 Vacancy 43 viii MBAVB1 – MASTER PROJECT – DO THI THANH VAN – 2010 4.5 Demand 45 4.6 Future Supply 47 4.7 Outlook 48 CHAPTER – ANALYSIS AND RESULT 5.1 Characteristics of research samples 50 5.2 Statistical results 50 5.2.1 Variables for measuring service quality 50 5.2.2 Variables for customer satisfaction 51 5.3 Data analysis 52 5.3.1 Reliability evaluation through Cronbach’s Alpha 52 5.3.2 Regression analysis 54 CHAPTER – CONCLUSIONS AND RECOMMENDATIONS 6.1 Conclusion 58 6.2 Recommendation 60 6.3 Research limitation 62 REFERENCES 63 APPENDICES 65 Appendix 1: Discussion Questionnaire 66 Appendix 2: Questionnaire 67 Appendix 3: Descriptive statistic result 70 Appendix 4: Cronbach’s Alpha analysis result 71 Appendix 5: Regression analysis result 74 Appendix 6: Terminology and definitions 76 Appendix : Criteria for Classifying Office Building 77 ix MBAVB1 – MASTER PROJECT – DO THI THANH VAN – 2010 APPENDIX – DISCUSSION QUESTIONNAIRE Good day to you! We are collecting information for our final project of customer satisfaction in Sun Wah Tower Thanks in advance your valuable times to answer below questions All your answers will be very useful not only for our project but for Sun Wah as well to improve its service quality · During transaction with Sun Wah Tower, what / not you satisfy with? Why? · What you think about Sun Wah Tower service quality? Good? Not good? · What factors as you suppose are necessary for service quality evaluation? · A person who satisfies with provider’s service quality will be loyal with that service provider? · In order to better evaluate customer satisfaction and customer loyalty, are there any other questions? Thank you and Good luck! 66 MBAVB1 – MASTER PROJECT – DO THI THANH VAN – 2010 APPENDIX – QUESTIONNAIRE QUESTIONNAIRE Tenant Information  Company name: ……………………………………………………………………………………………….  Room number: …………………….  Tel: …………………   Fax: ………………….  Company’s status:  q  Representative  q  Joint Venture  q  Newly established  q  100% FOE  q  Vietnamese  Participant’s name: ………………………………………………   Job Title: …………………………………………………………… I) Service quality  1) TANGIBLES Question: With regard to the appearance and condition of Sun Wah Tower, Do you agree with the below statements? TAN1  TAN2  TAN3  TAN4  TAN5  REL2  REL3  Strongly Strongly Disagree Neutral Agree disagree agree Sun Wah Tower is visually  appealing in the heart of Ho Chi  Minh City  Sun Wah Tower’s facilities are  visually appealing  Visually appealing of signs,  symbols, advertisements, boards,  pamphlets, and other artifacts  The overall condition of the building  is good  Sun Wah Tower ‘s employees have  a neat, professional appearance  2) RELIABILITY Question: With regard to the service reliability of Sun Wah Tower, Do you agree with the below statements? REL1  AGREEING LEVEL 1  2  3  4  1  2  3  4  1  2  3  4  1  2  3  4  1  2  3  4  5  AGREEING LEVEL Strongly Strongly Disagree Neutral Agree disagree agree Providing service as promised  Providing service at the promised  time or in a timely manner  Showing a sincere interest in  solving customers’ problem  67 1  2  3  4  1  2  3  4  1  2  3  4  MBAVB1 – MASTER PROJECT – DO THI THANH VAN – 2010 REL4  REL5  Adequate and necessary personnel  for good customer service  Having a highly standardized and  simplified delivery process so that  services are performed without any  hassles or excessive bureaucracy  3) RESPOSIVENESS Question: With regard to the responsiveness of Sun Wah’s staff, Do you agree with the below statements? RES1  RES2  RES3  RES4  ASS1  ASS2  ASS3  ASS4  ASS5  ASS6  EMP1  EMP2  3  4  1  2  3  4  5  Strongly Strongly Disagree Neutral Agree disagree agree 1  2  3  4  1  2  3  4  1  2  3  4  1  2  3  4  5  AGREEING LEVEL Strongly Strongly Disagree Neutral Agree disagree agree You feel safe in your transactions  with Sun Wah Tower  The behavior of Sun Wah’s staff  instills confidence in you  Competence of management  Accuracy and confidentiality  Knowledge, skills, and abilities of  personnel  Regular collaboration with  customers  5) EMPATHY Question: With regard to the empathy dimension of Sun Wah Tower, Do you agree with the below statements? 2  AGREEING LEVEL Prompt and timely service to  customers  Willingness to help customers and  the readiness to response to  customers’ requests  Apprising the customers of the  nature and schedule of service  available in the building  Fast correction of service problems  4) ASSURANCE DIMENSION Question: With regard to the assurance of Sun Wah Tower, Do you agree with the below statements? 1  1  2  3  4  1  2  3  4  1  1  2  2  3  3  4  4  5 1  2  3  4  1  2  3  4  5  AGREEING LEVEL Strongly Strongly Disagree Neutral Agree disagree agree Sun Wah Company gives you  individual attention  Sun Wah’s employees give you  individual attention  68 1  2  3  4  1  2  3  4  MBAVB1 – MASTER PROJECT – DO THI THANH VAN – 2010 EMP3  EMP4  Sun Wah’s employees understand  your specific needs  Equal treatment to customers big  or small  1  2  3  4  1  2  3  4  II) Level of customer’s satisfaction  CUSTOMER SATISFACTION Question: How satisfied are you with our service? SAT1  SAT2  SAT3  SATIFACTION LEVEL Strongly Strongly Disagree Neutral Agree disagree agree You satisfy with your tenancy  In brief, you are satisfied with our  service  Company service quality meets  your expectation  69 1  1  2  2  3  3  4  4  5 1  2  3  4  MBAVB1 – MASTER PROJECT – DO THI THANH VAN – 2010 APPENDIX – DESCRIPTIVE STATISTICS RESULT A - Descriptive statistics result of service quality Item N Minimum Maximum Mean Std Deviation TAN1 TAN2 TAN3 TAN4 TAN5 REL1 REL2 REL3 REL4 REL5 RES1 RES2 RES3 RES4 ASS1 ASS2 ASS3 ASS4 ASS5 ASS6 EMP1 EMP2 EMP3 EMP4 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 1 1 1 1 1 1 1 1 1 1 1 1 5 5 5 5 5 5 5 5 5 5 5 5 3.2900 3.7900 4.0250 3.1900 3.2900 3.9650 3.7800 3.9200 3.9050 3.9550 3.7700 3.8550 3.8300 3.8600 3.6800 3.8350 3.8200 3.7750 3.8600 3.6650 3.8200 3.8350 3.8350 3.8000 54533 47648 63750 59639 54533 73926 83371 76585 67695 68946 48815 69019 58550 68758 59950 46783 46765 57970 59343 57831 48867 72830 46783 58456 B – Descriptive statistics result of customer satisfaction Item N Minimum Maximum Mean Std Deviation SAT1 200 1.00 5.00 3.7750 53461 SAT2 200 1.00 5.00 3.8800 47617 SAT3 200 1.00 5.00 3.8550 52474 70 MBAVB1 – MASTER PROJECT – DO THI THANH VAN – 2010 APPENDIX – CRONBACH’S ALPHA ANALYSIS RESULT  1. Tangible  Reliability Statistics  Cronbach's  N of Items  Alpha  759  5  Item­Total Statistics  Cronbach's  Scale Mean if  Item Deleted  Scale Variance if  Corrected Item­  Item Deleted  Total Correlation  Alpha if Item  Deleted  TAN1  14.2950  2.571  666  666  TAN2  13.7950  3.279  305  782  TAN3  13.5600  2.599  500  729  TAN4  14.3950  2.662  522  718  TAN5  14.2950  2.571  666  666  2. Reliability  Reliability Statistics  Cronbach's  N of Items  Alpha  901  5  Item­Total Statistics  Cronbach's  Scale Mean if  Item Deleted  Scale Variance if  Corrected Item­  Item Deleted  Total Correlation  Alpha if Item  Deleted  REL1  15.5600  6.047  906  845  REL2  15.7450  6.291  694  895  REL3  15.6050  6.672  665  899  REL4  15.6200  7.081  652  900  REL5  15.5700  6.337  886  852 71 MBAVB1 – MASTER PROJECT – DO THI THANH VAN – 2010 Responsiveness Reliability Statistics  Cronbach's  N of Items  Alpha  821  4  Item­Total Statistics  Cronbach's  Scale Mean if  Item Deleted  Scale Variance if  Corrected Item­  Item Deleted  Total Correlation  Alpha if Item  Deleted  RES1  11.5450  2.973  460  848  RES2  11.4600  1.978  789  701  RES3  11.4850  2.583  563  810  RES4  11.4550  1.968  801  694 Assurance Reliability Statistics  Cronbach's  N of Items  Alpha  839  6  Item­Total Statistics  Cronbach's  Scale Mean if  Item Deleted  Scale Variance if  Corrected Item­  Item Deleted  Total Correlation  Alpha if Item  Deleted  ASS1  18.9550  4.194  606  815  ASS2  18.8000  4.392  730  794  ASS3  18.8150  4.423  712  798  ASS4  18.8600  4.473  503  835  ASS5  18.7750  4.276  576  821  ASS6  18.9700  4.230  621  811 72 MBAVB1 – MASTER PROJECT – DO THI THANH VAN – 2010 Empathy Reliability Statistics  Cronbach's  N of Items  Alpha  700  4  Item­Total Statistics  Cronbach's  Scale Mean if  Scale Variance if  Corrected Item­  Item Deleted  Item Deleted  Total Correlation  Alpha if Item  Deleted  EMP1  11.4700  1.688  688  530  EMP2  11.4550  1.666  321  780  EMP3  11.4550  1.757  665  551  EMP4  11.4900  1.819  405  685 Customer Satisfaction Reliability Statistics  Cronbach's  Alpha  N of Items  839  3  Item­Total Statistics  Cronbach's  Scale Mean if  Item Deleted  Scale Variance if  Corrected Item­  Item Deleted  Total Correlation  Alpha if Item  Deleted  SAT1  7.7350  919  569  908  SAT2  7.6300  877  767  721  SAT3  7.6550  780  792  686 73 MBAVB1 – MASTER PROJECT – DO THI THANH VAN – 2010 APPENDIX - REGRESSION ANALYSIS RESULT Variables Entered/Removed b  Variables  Variables  Entered  Removed  Model  1  Method  emp, rel, tan,   Enter  a  res, ass  a. All requested variables entered.  b. Dependent Variable: sat  b  Model Summary  Model  R  Std. Error of the  Square  Estimate  R Square  a  1  Adjusted R  836  698  690  Durbin­Watson  24807  2.001  a. Predictors: (Constant), EMP, REL, TAN, ASS, RES  b. Dependent Variable: SAT  b  ANOVA  Model  1  Sum of Squares  df  Mean Square  Regression  27.615  5  5.523  Residual  11.938  194  062  Total  39.553  199  F  Sig.  a  89.753  000  a. Predictors: (Constant), EMP, REL, TAN, ASS, RES  b. Dependent Variable: SAT  Coefficients a  Unstandardized  Standardized  Coefficients  Coefficients  Model  1  B  Std. Error  (Constant)  162  239  TAN  239  055  REL  ­.008  RES  Collinearity Statistics  t  Beta  Sig.  Tolerance  VIF  678  498  215  4.348  000  635  1.575  029  ­.012  ­.291  771  943  1.060  172  060  192  2.863  005  344  2.903  ASS  717  073  659  9.831  000  346  2.891  EMP  ­.130  089  ­.122  ­1.469  143  225  4.441  a. Dependent Variable: SAT 74 MBAVB1 – MASTER PROJECT – DO THI THANH VAN – 2010 APPENDIX 6: TERMINOLOGY & DEFINITIONS CENTRAL BUSINESS DISTRICT (CBD) The Central Business District in HCMC is District 1, the commercial, administrative and tourism centre The area bounded by Ton Duc Thang, Nguyen Thi Minh Khai, Nam Ky Khoi Nghia and Ham Nghi streets is considered the prime office location where all Grade A buildings and the majority of Grade B buildings are located INTEREST RATE The base rate set by the SBV is used as a reference by other banks and financial institutions The discount rate is the interest rate which the SBV charges member banks for short-term loans via discounting commercial paper or other debt instruments The refinancing rate is the interest rate that the SBV charges on loans to member banks GROSS FLOOR AREA (GFA) Gross Floor Area shall include all areas contained within the external walls at each floor level and the whole thickness of the external walls In general, mechanical and electrical services rooms refuse chambers and rooms, water tanks, car parking floors and all lifts and staircases passing through these floors shall be excluded from the Gross Floor Area calculation LETTABLE AREA The Lettable Area of whole floors shall include toilets and lift lobbies, but exclude common areas such as lift shafts, stairs and plant rooms Lettable Area for sub-divided units shall be the Saleable Area of that unit plus a proportionate share of the communal toilets, lift lobbies and passageways among sub-divided units on that floor NET ABSORPTION Net Absorption figures represent the net increase in occupied floor space in the period The figures are arrived at using the following method: 75 MBAVB1 – MASTER PROJECT – DO THI THANH VAN – 2010 Net Absorption = new completions + vacancy figures at the beginning of period - demolition - Vacancy figures at period-end NET FLOOR AREA (NFA) Net Floor Area shall exclude all common areas such as common corridors, stairs, lift lobbies, toilets and plant room It shall be measured from the centre of the enclosing external and/or party walls RENT Rent is quoted as the average “asking” rent, without accounting for any incentives Rents are stated in US$ per square metre (psm) as well as in those terms - gross or net, inclusive (including management fees and/or property taxes) or exclusive (excluding management fees and property taxes) that are customarily employed in the respective sector Rents or average room rates are quoted on the following basis: ■ Hotel: Average room rates, exclusive of VAT and service charges ■ Office: Asking rents, GFA, exclusive of VAT and service charges ■ Retail: Asking rents, GFA, exclusive of VAT and service charges ■ Serviced Apartments: Asking rents, GFA, inclusive of VAT and service charges SALEABLE AREA The Saleable Area of a unit is measured up to the centre line of the wall separating adjoining units The full thickness of the walls separating the units from common areas, lift shafts, light wells, staircases, etc is included 76 MBAVB1 – MASTER PROJECT – DO THI THANH VAN - 2010  APPENDIX : CRITERIA FOR CLASSIFYING OFFICE BUILDING No.  Criteria  International Standard  (Grade A)  1  Location  Excellent  location  2  Ease of access  Easily accessible  3  Prestige  Landmark building  Accredited international  institute  Accredited international  institute  Architect/ Designer  Building contractor  Developer  Management  4  Appearance  Age  Levels  Ceiling height  Floor plate  Floor loading  Corridor width  Total Gross Floor  Area  Total Net Floor Area  Minimum Leasable  Area  Maximum Leasable  Area  &  prominent  International institute  Recognized international  institute  Unique shape, notable  architectural design  New and modern structure  High­rise building  2.65m and above from finished  floor level (FFL) to suspended  ceiling  Large floor plate, preferably  column free  500kg/sqm+  Minimum 300cm width  Large floor plate and column  free  High efficiency  10,000m2  No maximum  Grade A  Grade B  Grade C  In  CBD  or  periphery  or  non­commercial area  Central Business District  In CBD or periphery  Easily accessible with drop­  off zone  Landmark building  International or joint venture  institute  International or joint venture  institute  International or joint venture  institute  International or joint venture  institute  Good access  Recognizable  International or local  institute  International or local  institute  Joint venture or local  institute  International or locally  managed  Reasonable access  Non descript  Good design  Good design  7 storey and above  Functional  Functional  4 storey and above  2.5m and above  Above 2.4m  500­1,000sqm per floor  300kg/sqm+  min 1.8m  Large floor plate, at least 9m  column space  Average: 70­75%  Below 500sqm per floor  250kg/sqm and over  min 1.5m  Small floor plate, less than  9m column space  Less than 70%  Notable architectural design  Modern structure  High­rise building  2.65m and above from finished  floor level (FFL) to suspended  ceiling  Minimum 1,000sqm per floor  500kg/sqm+  minimum 2.2m  Large floor plate, column free  Average: 75­80%  5,500m²  2  No maximum  77  Professional architects  Local building contractor  Local  Local or owner managed  2  5,000m  1,000m  No Maximum  No Maximum MBAVB1 – MASTER PROJECT – DO THI THANH VAN - 2010  No.  5  Criteria  Impressive design, and high  quality fittings and  decorations  Spacious, well­decorated,  impressive, clear signage in  English and local language  Number  Brand name  Recognized brand name  Recognized brand names  Capacity  Speed  16 persons  Maximum waiting time of 30s  Spacious and light with  exceptional finishes  Minimum 300cm width  500 lux and above  Best quality. Guided by  fitting out regulations.  Preferred corporate layout:  square, with as great a  distance from core to external  wall as possible in order to  maximize work station  stacking.  Minimum clear opening width  of 900mm  Raised 'access' floors for  underfloor wiring & data  cabling  30sqm/1 controller  16 persons  High speed, low wait time  Spacious and light, with floor  carpet or tiles  Minimum 2.2m  400 lux and above  Best quality guided by fitting  out regulations  Smoking lobby  7  Elevators  Corridors  Standard Width  Lighting level  8  Grade A  Impressive design, and high  quality fittings and  decorations. Air­conditioned  Spacious, well­decorated,  impressive, clear signage in  English and local language  Well­decorated, comfortable,  well­aired  High capacity and high  speed, separated for delivery  and passengers  Minimum 1 lift per 4 floor  Lobby  Lift lobby  6  International Standard  (Grade A)  Office Interiors  Layout shape  Doors  Floors  Air­con controllers  Grade B  Well designed, reasonable  fitting and decorations  Well decorated with  signage, approx. 3m width  Available  Grade C  Small functional lobby  Functional  with  emergency  signage,  less  than 3m width  N/A  High capacity and high  speed, separated for delivery  and passengers  Minimum 1 lift per 4 floor  High capacity and high  speed  Minimum 1 lift per 4 floor  Brand name  12­16 persons  High speed, low wait time  Well lit with decorations  min 1.8m  400 lux  Good quality guided by  fitting out regulations  Low capacity and low  speed  Less than 1 lift per 4 floor  Not recognized brand  name  8 persons  Low speed, long wait time  Functional lighting, no  decoration  min 1.5m  Less than 400 lux  Low quality but  functional  Preferred corporate layout:  square, with as great a distance  Regular shape with  from core to external wall as  reasonable core to window  possible in order to maximize  depth  work station stacking.  Often irregular shape  Minimum clear opening width of  Minimum clear opening  900mm  width of 900mm  Minimum clear opening  width of 900mm  Screed floors for underfloor  wiring (see below)  30sqm/1 controller  Screed (see below)  Separate controllers but 78  Screed floors for underfloor  wiring (see below)  Central controller, no  MBAVB1 – MASTER PROJECT – DO THI THANH VAN - 2010  No.  Criteria  International Standard  (Grade A)  Floor  Ceiling  Drywall  Phone lines  Interconnectivity  9  Water supply and  Amenities  Tenant services  At least 30mm of screed above  concrete slab to accommodate  underfloor trunking  Acoustic tile of wet formed  mineral fibres or equivalent  Gypsum wall: double thick  Sufficient, I.D.D.  International standard (hot/cold  water)  High quality  Smooth, efficient and secure  with 24 hour entry and exit  Smooth, efficient and secured  24 hour entry and exit.  Cleaning  International standard + pest  control  International standard (daily  cleaning by professional  cleaning company) + pest  control  Toilets  Mechanical system  International standard.  Continuous Planned  Preventative Maintenance  (PPM) and responsive to  tenants needs  Five­star standard with  disabled persons' facilities.  Separate General Directors  facilities  High quality mechanical and  engineering systems  Grade B  Grade C  separate controller  At least 30mm of screed  above concrete slab to  accommodate underfloor  trunking  split con  At least 30mm of screed  above concrete slab to  accommodate underfloor  trunking  Acoustic ceiling tiles  Gypsum non­acoustic tiles  Gypsum  Gypsum  Sufficient, I.D.D.  Sufficient, I.D.D.  ADSL leased lines  ADSL leased lines  Facility for hot/cold system  Reasonable Quality  May not have parking in  some cases but is definitely  preferable  Cold only  Low Quality  May have some car  spaces but often  Motorbike parking only  Daily cleaning at common  areas by professional  cleaning company  Daily cleaning by in house  cleaners  Regular/preventative  Irregular/reactive  maintenance  Four Star Standards  Good quality mechanical  and engineering systems  3 Star Standards  Functional mechanical  and engineering systems Broadband  Parking  Maintenance  10  Not applicable. Access flooring  Acoustic tile of wet formed  mineral fibres or equivalent  studded with v shaped upper  supports  Immediately available with  VOIP.  Broadband with various  bandwidths available through  managed switches  International standard (hot/cold  water)  High quality  Grade A  Planned preventative  maintenance and responsive to  tenants needs  Five­star standard with disable  persons' facilities  High quality mechanical and  engineering systems  79  MBAVB1 – MASTER PROJECT – DO THI THANH VAN - 2010  No.  Criteria  International Standard  (Grade A)  Centralized air­conditioning  with separate 24 hour system  for cooling server rooms  High level of air changes per  Ventilation  hour  Lighting level  500 lux and above  Lifts should be programmable  to access different floor zones.  Lifts (Brand, Number,  A separate service lift with its  Capacity, Speed)  own lobbies should also be  provided.  Sprinklers, smoke/ heat  detector, hose reel,  extinguisher, fire rated stairs,  Fire service system  fire rated doors with continuous  service contract by qualified  company. Pressurized  stairwells.  Air­conditioning  Back­up  power/Capacity  Security system  11  Management  12  Tenant mix  100% back­up power for  minimum period of 72 hours  24hr recorded Closed circuit  Television system (CCTV) +  physical security by  professional company  Professional International  Management Company  Quality, prestigious tenants  carefully mixed by  management team  Grade A  Grade B  Grade C  Centralized air­conditioning  High level of air changes per  hour  400 lux and above  Lifts should be programmable  to access different floor zones.  A separate service lift with its  own lobbies should also be  provided.  Sprinklers, smoke/ heat  detector, hose reel,  extinguisher, fire rated stairs,  fire rated doors with continuous  service contract by qualified  company  100% Back­up power able to  cover local electricity suppliers  standard period for grid  maintenance (shut down).  24hr recorded Closed circuit  Television system (CCTV) +  physical security by  professional company  First­rate professional  management  Quality, prestigious tenancy  80  Central/cool only  Central/split, cool only  N/A  400 lux  N/A  400 lux  Separate service lift with its  own lobbies should be  provided.  See above  Sprinklers,  smoke/heat  detector,  hose  reel,  No  sprinklers,  but  hose  extinguisher,  fire  rated  reel  and  extinguisher  and  stairs,  fire  rated  doors,  fire  smoke detectors  rated walls, fire rated riser  Back up power available  Emergency back up  power for short periods  sometimes only powering  emergency services  24hr CCTV and physical  guarding  physical guarding often in  house  Professional management  Owner managed  Mix of international and  prestige local companies  Local companies and  small foreign companies ... Sun Wah Tower iii Advisor’s Comments The project is to find out determinants of customer satisfaction in the case of Sun Wah tower Customer satisfaction is very important in office building industry... – MASTER PROJECT – DO THI THANH VAN – 2010 DETERMINANTS OF CUSTOMER SATISFACTION Case study: Sun Wah Tower TABLE OF CONTENTS List of abbreviation x List of charts xi List of figures xii List of. .. satisfaction in Sun Wah Tower and then find solutions to adjust so that can be met tenants’ expectation 1.4 Scope of research The object of study is tenants in Sun Wah Tower Most of them are working in