Factors affecting Internet service quality of O Mon Branch of Can Tho Viettel Company

Abstract

The aim of this study was to identify and evaluate the factors influencing the Internet service quality of O Mon Branch of Can Tho Viettel Company. Based on the SERVPERF model and referred related papers, the study proposes to use the six variable groups affecting the service quality, which are: Reliability, Responsiveness, Assurance, Empathy, Tangibles and Service Price. After testing scale reliability using Cronbach’s Alpha coefficient and Exploratory Factor Analysis – EFA on the survey of 186 samples from the customers of O Mon Branch using the Internet service, the groups were regrouped and seven factors were generated. After that, the study model was updated with a new factor: Internet connection. Then using Multivariate Regression methods, this study shows that the factors most affecting Internet service quality by order from largest to smallest are: Service Price, Assurance, Internet connection, Reliability, Empathy, Responsiveness and Tangible items. According to the result, some suggestions were made to improve the service quality of the Branch.