FACTORS INFLUENCING CUSTOMER SATISFACTION OF SERVICE QUALITY: THE STUDY IN HAIPHONG BRANCH BEE LOGISTICS JOINT STOCK COMPANY

Abstract

Customers play an important role in the success and development of the companies. Customer satisfaction is considered a factor affecting the number of loyal customers as well as creating a bond between businesses and customers. Companies are always looking for ways to help increase customer satisfaction. The purpose of this study is to explore the factors affecting customer satisfaction on service quality by surveying 186 customers at Bee Logistics Joint Stock Company, Hai Phong branch. The study uses quantitative methods and applies the SERVPERF model of Cronin and Taylor (1992). The results show that there are 5 factors affecting customer satisfaction about service quality, including: Tangibles, responsiveness, assurance, empathy and reability.