A study on customer satisfaction, the case of THEGIOIDIDONG.COM
Abstract
This graduation aims to achieve 3 main goals. Firstly, this study attempts
to measure service quality and customer satisfaction. Secondly, this study is developed to examine the relationship between service quality and customer satisfaction in mobile phone retailing industry. And final goal is to develop a specific model to keep track and improve service quality and to enhance customer satisfaction. The study is conducted in the Ho Chi Minh City, at 12 showrooms of Thegioididong, located in 11 different districts. 360 questionnaires were distributed to random customers at the showrooms. As a result, 316 valid questionnaires were collected for further analysis.
The results have indicated that the initial model consisting of 6 dimensions are adjusted to the new one with 4 dimensions due to the dominant role of human in providing service. The study has also proved that there is significant impact of service
quality on customer satisfaction.