Telecommunication technology plays a significant role in the flow of
information. It is an extremely useful tool to spread knowledge and new ideas,
which can reduce infrastructure development gap between people in rural and urban
area. Furthermore, it can improve education, health care services, and encourage
business activities. In addition, it also plays the crucial role in the national economic
development, especially in the developing country like Laos. Therefore,
telecommunication technology is a way that Lao government uses to generate
revenue and create job opportunity for people. In addition, the Lao government
aims to improve people living standard and increase the ability to compete in global
trade for Lao business by giving priority to the development of telecommunication
technology with the intention to promote sustainable development of the nation.
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MINISTRY OF EDUCATION AND TRANING
NATIONAL ECONOMICS UNIVERSITY
VIETNAM
MINISTRY OF EDUCATION AND SPORT
NATIONAL UNIVERSITY OF LAOS
LAOS
PADAPPHET SAYAKHOT
THE RELATIONSHIP BETWEEN SERVICE QUALITY, CUSTOMER
SATISFACTION AND CUSTOMER LOYALTY: A STUDY IN
TELECOMMUNICATION INDUSTRY OF LAOS
Specialisation : Industrial Management
Code : 62340414
Supervisor : Assoc. Prof. Dr. Truong Doan The
A dissertation Submitted to the National Economics University, Vietnam
and National University of Laos in fulfillment of requirements for the
degree of Doctor of Philosophy in Economics
HANOI - 2015
i
DECLARATION
I hereby declare that this dissertation is my own work and effort. The
dissertation has not been submitted anywhere for any award. All the sources
of information used have been well acknowledged.
Signature
PADAPPHET SAYAKHOT
ii
ACKNOWLEDGMENTS
The path toward completion of a doctorate is long and often times can seem
quite arduous. Yet it has been an enriching and rewarding experience for me both
professionally as well as personally. I would like to express my thanks and
appreciation to the many that have encouraged and lifted my spirits along the way. I
especially want to thank Associate Professor Dr. TRUONG DOAN THE, my
principal supervisor, for his patient and proficient guidance. He has shared expertise
in research methods, inspired me to generate new ideas, and encouraged me to
become a higher level scholar.
My family has also been especially supportive in my journey to pursue a
doctorate. To my loving wife for the patience she demonstrated, and the
encouragement she provided throughout the long process. My children were always
there to express their love and appreciation for their dad.
Last but not least, I also would like to offer a special thanks to my friends
and colleagues within my business organization who have provided their support
along the way.Furthermore, I could not complete this thesis without the assistances
and supports from interviewee team and interviewers, please receive my
deepthankfulness from my heart.
i
TABLE OF CONTENTS
DECLARATION ....................................................................................................... i
ACKNOWLEDGMENTS ....................................................................................... ii
TABLE OF CONTENTSTable of contents ............................................................ i
ABBREVIATION ................................................................................................... iv
LIST OF FIGURES ..................................................................................................v
LIST OF TABLE ..................................................................................................... vi
CHAPTER 1: INTRODUCTION ............................................................................1
1.1. Rationale ...........................................................................................................1
1.2. Research objectives ..........................................................................................4
1.3. Research questions ...........................................................................................4
1.4. Research framework .........................................................................................4
1.5. Research method ..............................................................................................5
1.6. Structure of the thesis .......................................................................................5
CHAPTER 2: LITERATURE REVIEW ON THE RELATIONSHIP
BETWEEN SERVICE QUALITY, CUSTOMER SATISFACTION AND
CUSTOMER LOYALTY .........................................................................................7
2.1. Background of service quality, customer satisfaction, and customer loyalty ..7
2.1.1. Service quality ...........................................................................................7
2.1.2. Customer satisfaction ...............................................................................26
2.1.3. Customer loyalty ......................................................................................36
2.2. Review of theory on the relationship between Service quality, customer
satisfaction and customer loyalty ..........................................................................38
2.2.1. Service quality and customer satisfaction ...............................................38
2.2.2. Service quality and customer loyalty .......................................................38
2.2.3. Customer satisfaction and customer loyalty ............................................39
2.3. Telecommunications and Telecommunication Service ..................................40
ii
2.3.1. Telecommunications ................................................................................40
2.3.2. Telecommunication services ...................................................................42
2.3.3. The role of telecommunications in economic growth .............................44
2.4. Quality of Telecommunication Service and customer satisfaction and
customer loyalty ...................................................................................................51
2.4.1. Quality of Telecommunication Service ...................................................51
2.4.2. Dimensions of Quality of Telecommunication Service ..........................55
2.4.3. Quality of Telecommunication Service, customer satisfaction and
customer loyalty .................................................................................................57
CHAPTER 3: OVERVIEW OF TELECOMMUNICATION INDUSTRY IN
LAOS ........................................................................................................................60
3.1. Background of Laos .......................................................................................60
3.2. Economy overview .........................................................................................61
3.3 Demographic Outlook .....................................................................................63
3.4. Overview of telecommunication industry in Laos .........................................66
CHAPTER 4: METHODOLOGY .........................................................................85
4.1. Overview of the research design ....................................................................85
4.1.1. Approaches of the research ......................................................................85
4.1.2. Research hypotheses ................................................................................86
4.1.3. Evaluation indicators for potential constructs .........................................86
4.1.4. Reliability and item analysis ....................................................................88
4.1.5. Exploratory factor analysis ......................................................................89
4.2. Main Survey ...................................................................................................90
4.2.1. Survey Sample .........................................................................................90
4.2.2. Questionnaires Development ................................................................92
4.2.3. Data collection ........................................................................................95
CHAPTER 5.: ANALYSIS AND RESULT ..........................................................97
5.1. Descriptive analysis of measurement scales ...............................................97
5.1.1. Descriptive analysis of customer satisfaction ............................................. 97
iii
5.1.2. Descriptive analysis of customer loyalty ..................................................... 97
5.1.3. Descriptive analysis of service quality ........................................................ 98
5.2. Exploratory factor analysis ...................................................................... 101
5.3. Reliability Analysis .................................................................................... 105
5.3.1. Reliability of telecommunication service quality measurement scale ... 105
5.3.2. Reliability of customer loyalty measurement scale .................................. 107
5.4. The relationship between telecommunications service quality and
customer satisfaction ........................................................................................ 108
5.5. The relationship between telecommunication service quality and
customer loyalty ................................................................................................ 114
5.6. The relationship between customer satisfaction and customer loyalty 119
CHAPTER 6. ........................................................................................................ 121
DISCUSSION, CONCLUSION AND RECOMMENDATION. ...................... 121
6.1. Discussion ............................................................................................................ 121
6.1.1. Service quality scale ..................................................................................... 121
6.1.2. Relationship between service quality, customer satisfaction and customer
loyalty ....................................................................................................................... 122
6.2. Conclusion ........................................................................................................... 122
6.3. Recommendation ............................................................................................... 123
6.4. Limitation of the study and suggestion for future research ..................... 124
6.4.1. Limitation ...................................................................................................... 124
6.4.2. Suggestion for future research .................................................................... 124
REFERENCES ..................................................................................................... 126
APPENDIX: QUESTIONAIRES ....................................................................... 144
iv
ABBREVIATION
2G Second-Generation wireless telephone technology
3G Third-generation technology
4G Fourth Generation
ADB Asian Development Bank
ADSL Asymmetric Digital Subscriber Line
AM Amplitude modulation
ASEAN Association of Southeast Asian Nations
BMI
CDMA Code Division Multiple Access
EFA Exploratory factor analysis
ETL Enterprise Telecommunications Lao
FM Frequency modulation
GMS Greater Mekong sub-region
GNI Gross national income
GSM Global System for Mobile Communications
ISPs Internet service providers
ITU International Telecommunication Union
Lao PDR Lao People’s Democratic Republic
LAT Lao Asia Telecom
LDB Lao Development Bank
LTC Lao Telecommunications
MDGs Millennium Development Goals
MPT Ministry of Posts and Telecommunications
NPTA National Post and Telecommunications Authority
NSEDP National Social and Economic Development Plan
PAF principal axis factoring
UN United Nations
v
LIST OF FIGURES
Figure 1: Research Model ...........................................................................................4
Figure 2. Laos' population pyramid for 2011 ............................................................63
Figure 3. Mobile market growth (2006 – 2014) ........................................................68
Figure 4. Fixed-Line MarketGrowth 2006 – 2011 ....................................................72
Figure 5. Fixed-Line MarketGrowth 2012-2014 ......................................................73
Figure 6. LaosInternetMarketGrowth (2003-2011) ..................................................75
Figure 7. LaosInternetMarketGrowth (2012-2015) ..................................................76
Figure 8. LaosBroadband Market Growth (2005-2011) ...........................................78
Figure 9. Laos Broadband Market Growth (2012-2014) ..........................................79
vi
LIST OF TABLE
Table 1. Summary previous models on dimensions of telecommunication services
quality ........................................................................................................................56
Table 2: Laos' Population By Age Group, 1990-2020 ('000) ...................................64
Table 3: Laos' Population By Age Group, 1990-2020 (% of total) ..........................65
Table 4: Laos' Key Population Ratios, 1990-2020 ...................................................65
Table 5: Laos' Rural And Urban Population, 1990-2020 .........................................66
Table 6: Mobile market growth (‘000) .....................................................................69
Table 7: Laos Telecommunications Subscriber MixSubscriber Mix .......................70
Table 8: Laos Internet Market by Service .................................................................77
Table 9: Competitive Landscape ...............................................................................83
Table 10: Telecoms sector in Laos – Historical Data and Forecasts ........................84
Table 13. Summary of characteristics of the sample ................................................91
Table 11. Items of customer satisfaction and customer loyalty ................................93
Table 12. Items of telecommunication service quality .............................................94
Table 14. Descriptive Analysis of Customer Satisfaction Items ..............................97
Table 15. Descriptive Analysis of Customer Satisfaction Items ..............................98
Table 16. Descriptive Analysis of Service Quality Items .........................................99
Table 17. KMO and Bartlett's Test ........................................................................ 101
Table 18. Total Variance Explained....................................................................... 102
Table 19. Rotated component Matrix ..................................................................... 103
Table 20. Constructs measure telecommunication service quality in Laos ........... 104
Table 21. Item-Total Statistics ............................................................................... 105
Table 22. Item-Total Statistics ............................................................................... 106
Table 23. Item-Total Statistics ............................................................................... 106
Table 24. Item-Total Statistics ............................................................................... 107
Table 25. Correlation matrix of relevant variables ................................................ 108
vii
Table 26. Model Summaryb ................................................................................... 109
Table 27. ANOVAa ............................................................................................... 109
Table 28. Coefficients ............................................................................................ 110
Table 29. Dummy variables ................................................................................... 111
Table 30. Model Summary ..................................................................................... 112
Table 31. ANOVAa ................................................................................................ 112
Table 32. Coefficientsa ........................................................................................... 113
Table 33. Correlations ............................................................................................ 114
Table 34. Model Summaryb ................................................................................... 115
Table 35. ANOVAa ................................................................................................ 115
Table 36. Coefficientsa ........................................................................................... 116
Table 37. Model Summary ..................................................................................... 117
Table 38. ANOVAa ................................................................................................ 117
Table 39.Coefficientsa ............................................................................................ 118
Table 40. Model Summaryb ................................................................................... 119
Table 41. ANOVAa ................................................................................................ 119
Table 42. Coefficientsa ........................................................................................... 120
1
CHAPTER 1.
INTRODUCTION
1.1. Rationale
Telecommunication technology plays a significant role in the flow of
information. It is an extremely useful tool to spread knowledge and new ideas,
which can reduce infrastructure development gap between people in rural and urban
area. Furthermore, it can improve education, health care services, and encourage
business activities. In addition, it also plays the crucial role in the national economic
development, especially in the developing country like Laos. Therefore,
telecommunication technology is a way that Lao government uses to generate
revenue and create job opportunity for people. In addition, the Lao government
aims to improve people living standard and increase the ability to compete in global
trade for Lao business by giving priority to the development of telecommunication
technology with the intention to promote sustainable development of the nation.
In line with the new Economic mechanism, the Telecommunication sector in
Laos was privatized at the year 1996 as a joint venture with a Thai investor
(Shinawana International Public Company Limited). However, this telecom
privatization policy has been revised due to the importance of a national
telecommunications development strategy which is able to resolve keen issues such
as digital divide among regions and the frequent telephonic traffic congestion
caused by a deficiency in the nationwide telecommunication facilities (eg.
switching and telephone line capacity and human resources) (MCTPC, 1982;
MCTPC, 1990 &1995; MCTPC, 1990 – 2007).
Besides, Lao P.D.R has a responsible position for promoting telecom
development programs planned for the Greater Mekong sub-region (GMS). This
development concept of GMS proposed by Asia Development Bank (ADB) and is
applied to an area or regional development approach to GMS, promoting networks
2
among the six Mekong riparian countries, including supporting activities for a
common standard of telecom services availability which is increasing in Laos.
Telecommunication increased steadily from 2007 to 2011 (MCTPC, 2007 – 2011).
At the present, there are five authorized enterprises which are providing
fixed and mobile telecommunication services in Laos. All these providers have the
government ownerships, including: Lao Telecommunication Corporation Limited
(LTC) with Government of Laos (GOL) and Shinawatra (Thailand) share 51% and
49% of possession respectively; Enterprise of Telecommunication Laos (ETL) with
GOL 100% but currently become to ETL public; Star Telecom (STL): GOL 51%
and Viettel Global 49% (now has been renamed to Unitel); Million international
cellular SA (now has been transferred to Vimpelcom Russia (Beeline): GOL 22%
and