Shu-Te University College of Management Graduate School of Business Administration

Master

Assessing Factors Affecting Customers Satisfaction in Motor Bicycle Market

Student: Ta Thi Ngoc

Dr Nguyen Ngoc Dien

Hanoi, November - 2012

Shu-Te University
College of Management Business Administration

Dr Ho Yen-Yin

Thesis

Assessing Factors Affecting Customers

Satisfaction in Motor Bicycle Market

Adviser:

Ta Thi Ngoc

November, 2012

Assessing Factors Affecting Customers Satisfaction in Motor Bicycle Market

Student: Ta Thi Ngoc Advisor: Dr Ho Yen-Yin, Dr Nguyen Ngoc Dien

A Thesis Submitted to the College of Management Graduate School of Business Administration Shu-Te University In Partial Fulfillment of the Requirements For the Degree of Management Business Administration

November, 2012

Graduate Student of Shu-Te University Recommendation Letter from Thesis Adviser

This Student, Ta Thi Ngoc, whose thesis entitled Assessing Factors Affecting Customers Satisfaction in Motor Bicycle Market, is under my advisory and agrees to submit for examination.

Adviser Co-Adviser Date

Dr Ho Yen-Yin Dr Nguyen Ngoc Dien 5-11-2012

Graduate Student of Shu-Te University Qualification Form of Master Degree

Student Name : Ta Thi Ngoc Thesis Title : Assessing Factors Affecting Customers Satisfaction in Motor Bicycle Market This is to certify that the thesis submitted by the student named above in May, 2012. It is qualified and approved by the Thesis Examination Committee.
Chair, Thesis Committee Committee Member Committee Member Committee Member Adviser Committee Member : Dr.Chin Yuan Chang : Dr Shu Cheng Lee : Dr Jau Shyong Wang : Dr Nguyen Ngoc Dien : Dr Ho Yen-Yin

Co-Adviser Committee Member

: Dr Nguyen Ngoc Dien

November052012

Graduate School of Management Business Administrator, Shu-Te University Assessing Factors Affecting Customers Satisfaction in Motor Bicycle Market
Student: Ta Thi Ngoc Advisor: Dr Ho Yen-Yin Co-advisor Dr Nguyen Ngoc Dien

ABSTRACT
In competitive environment today, the customer is one of the most important assets of the enterprise. Philip Kotler, a leading marketing expert in the world said that: "There are many factors impact to the success of a business such as a great business strategy, dedicated staff, information systems perfect ... However, all successful companies today, whether at any level, also there is a common thing that they care very much about the client and attaches great importance to the satisfaction of customers". The customer satisfaction also means that customers tend to come back to use the company's products or services in the future. Maybe even they will recommend their relatives, their friends to purchase product or services of the company in the future.

In contrast, unsatisfied customers also mean customers will be less likely to return to purchase your product or services of the company in the future; they may be diverted to purchase product or services of competitors. Therefore, the study of customer satisfaction is essential and significant both of practical as well as academically. However, customer satisfaction is always changing and is affected by many factors. This thesis has no ambition to study all factors affecting customer satisfaction, but only focusing on a few factors that affect customer satisfaction. Moreover, the research objective of this thesis is limited to motorcycles buyers. This thesis will conduct to survey based on the questionnaire. The questionnaire will be sent to leaders and staffs working in some enterprises. Data collected will be analyzed using the SPSS 17.0 through by research methods such as: Descriptive analysis, factors analysis, reliability analysis and regression analysis in order to evaluate factors affecting to customer's satisfaction. Keywords: Customer Satisfaction, Perceived Value, Expected Quality

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ACKNOWLEDGEMENT
First, I would like to express my deep and sincere gratitude to my advisor, Dr Ho Yen-Yin, Department of Management Business Administrator, Shu-Te University and Dr Nguyen Ngoc Dien. His wide knowledge and his logical way of thinking have been great value for me. His understanding, encourage and personal guidance have provide a good basic for the present thesis. Next, during this work I have received many helps from my friends. And many thanks to a numbers of respondents who helped me to filled in the research surveys that bring to me the result of this study. Finally, I owed my loving thanks to all members of my family who help me, encourage me during my studying time. They always support me; make me feel full of energy to do best for my study.

Table of Contents
ABSTRACT...................................................................................................i ACKNOWLEDGEMENT.............................................................................i Table of Contents..........................................................................................ii List of Tables.................................................................................................v List of Figures..............................................................................................vi Chapter 1: Introduction.................................................................................8 1.1 Background.............................................................................................8 1.2 Research Motivation................................................................................9 1.3 Research Purpose..................................................................................10 1.4 Research Procedure...............................................................................10 Chapter 2: Literature Review......................................................................12 2.1 Customer Satisfaction............................................................................12 2.1.1 Concept of Customer Satisfaction..................................................12 2.1.2 Importance of Customer Satisfaction ............................................13 2.2 Customer Satisfaction Models...............................................................14 2.2.1 Customer Satisfaction Barometer (SCSB),....................................15 2.2.2 ACSI Model....................................................................................16 2.2.3 European Customer Satisfaction Index - ECSI..............................17 2.2.4 Vietnam Customer Satisfaction Index - VCSI................................18 ii

2.3 Factor Affecting Customer Satisfaction................................................20 2.3.1 Image: ............................................................................................20 2.3.2 Expectations: .................................................................................20 2.3.3 Perceived quality: ..........................................................................21 2.3.4 Perceived value: ............................................................................21 2.3.5 Price................................................................................................22 Chapter 3: Research Methodology..............................................................23 3.1 Research Model.....................................................................................23 3.2 Hypotheses............................................................................................23 3.3 Variables Measurement ........................................................................26 3.3.1 Price................................................................................................26 3.3.2 Perceived Value..............................................................................26 3.3.3 Image..............................................................................................27 3.3.4 Customer Satisfaction.....................................................................28 3.3.5 Expected Quality............................................................................28 3.3.6 Perceived Quality...........................................................................29 3.3 Sampling Method..................................................................................30 3.5 Research Method...................................................................................30 3.5.1 Descriptive Statistics .....................................................................30 3.5.2 Factors Analysis.............................................................................31 3.5.3 Reliability analysis.........................................................................31 3.5.4. Regression Analysis......................................................................32 Chapter 4: Data Analysis and Result...........................................................33 4.1 Descriptive analysis...............................................................................33 iii

4.2 Factor Analysis......................................................................................34 4.3 Reliability Analysis...............................................................................36 4.4 Regression Analysis..............................................................................36 4.4.1 Linear Regression Analysis for Perceived Value ...............................37 4.4.2 Linear Regression Analysis for Customer Satisfaction......................38 4.5 Final Model...........................................................................................39 Chapter 5 Conclusion..................................................................................40 5.1 Research Result.....................................................................................40 5.2. Research implications.......................................................................40 5.3. Limitation.........................................................................................42 5.4. Further Study........................................................................................43 References...................................................................................................44

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List of Tables
Table 1: Price Measurement........................................................................26 Table 2: Purchase Measurement..................................................................27 Table 3: Image Measurement.....................................................................27 Table 4: Customer Satisfaction Measurement.............................................28 Table 5: Expected Quality Measurement....................................................29 Table 6: Perceived Quality Measurement....................................................29 Table 7: Descriptive analysis.......................................................................33 Table 8: Factor Analysis..............................................................................35 Table 9: Reliability Analysis.......................................................................36 Table 10: Linear Regression Analysis for Perceived Value.........................37 Table 11: Linear Regression Analysis for Customer Satisfaction...............38 Table 12: Final Result..................................................................................40

List of Figures
Figure 1: Customer Satisfaction Barometer................................................15 Figure 2: American Customer Satisfaction Index ACSI.........................16 Figure 3: European Customer Satisfaction Index.......................................18 Figure 4: Vietnam Customer Satisfaction Index.........................................19 Figure 5: Research Model...........................................................................23 Figure 6: Final Model..................................................................................39

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Chapter 1: Introduction
1.1 Background In nearly 20 years, Vietnam's economy has achieved significant

accomplishments and milestone on the path of construction and renovation of the country. The implementation of an open door policy with the economic integration of countries in the region and the world has made Vietnam's economy grow and achieve significant achievements. The growth rate of total domestic product (GDP) will reach the 7% / year, especially in the period from 2006-2010. Greater than the average region. GDP calculated by prices in 2010 higher than 2 times in 2000 and reached USD 101.6 billion. .( http://www.mekongdelta.com.vn/mekongdelta/news.asp?

cate_Id=61&news_id=2079&sub_id=61) Thus the development of the economy had a positive direct impact on the living of people. The life of the people gradually improved and improved markedly. Just as the natural needs as food, clothing, housing, one needs also indispensable for human life today is transportation, also known as transport. And to meet the needs of the people, the range of vehicles has been studied, produced and put into use as automobile, motorcycle, electric bike... If in Vietnam about two decades ago, the motorcycle is very limited, it was a great asset rather than a means of transport. In the recent years, motorcycles have become more common and become the main transport for majority people. In the structure of transport joining in traffic in Vietnam, the report said the

motorcycle joining in traffic in Vietnam about 61% of the vehicles. Only Ho Chi Minh City has over 2 million motorcycles. Recognizing the huge demand for motorcycles in Vietnam market, in the past time there are so many vendors in the motorcycle market in Vietnam. The famous motorcycle companies in the world such as Honda, SYM, Suzuki, Yamaha ... undertook a joint venture with Vietnam to manufacture and supply to consumers in Vietnam. In addition, in five years, the motorcycle market has diversified even more diverse today by the China motorcycle is imported and sold massively in Vietnam. China motorcycle with the advantage cheaper, actually consistent with Vietnam's consumer who have demand for motorcycles but low income or people wishing to design innovation but with low cost ... 1.2 Research Motivation Through the analysis above, we see the demand for motorcycles in Vietnam market is huge. There are a lot of opportunities and challenges to be able to continue to build and maintain confidence consumer in Vietnam for the motorcycle manufacturer for the products that the company has engaged in the production - assembly. Vietnam Consumers can now freely choose the motorcycles that they love. But besides that, they also face the low quality motorcycle. So when customer decides to buy a new motorcycle, besides caring about price, shape, size and color, they must also care about other importantly problem that is after-sale service - particularly service is warranted.

On the other hand, with the economic development, people's life has been significantly improved. Now, factor prices are no longer a matter of primary concern that most customers care more, it's time we need to look back and reassess the factors that influence decisions of customer when they buy a new motorcycle. According to (Fornell 1992; Everitt et al, 1996) have concluded, customer satisfaction is one of the most important factors affecting decisions of customer use a product or service or not. Therefore, this study does not just stop at the completion my thesis, but also wants to explore the factors affecting the customer satisfaction in the Vietnam motorcycle market. The results of this study not only makes sense academically in the assessment of factors affecting customer satisfaction in the field of Vietnam motorcycles 1.3 Research Purpose This thesis will explore the factors affecting customer satisfaction in Vietnam motorcycles in order to answer two research questions following: What factors influence customer satisfaction in Vietnam motorcycles market? How these factors influence customer satisfaction in Vietnam motorcycles market? 1.4 Research Procedure The structure of this thesis will be divided into five chapters: Chapter one will outline the context of Vietnam economic in generally and the Vietnam motorcycles market in particular. Research purposes as well as the research motivation will also be presented in this chapter. As soon as the concept of customer satisfaction and the

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importance of studying customer satisfaction will be presented, the thesis will give some models studied by many scholars used in order to study customer satisfaction. Chapter 3 beginning with the research model, the questionnaire will be designed based on the purpose of research and study models. After the questionnaires are sent to consumers, the final data will be gathered and analyzed on SPSS 17.0

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Chapter 2: Literature Review

2.1 Customer Satisfaction 2.1.1 Concept of Customer Satisfaction There are many different views on satisfaction. Customer satisfaction is considered a comparison between expectations before and after buying a product or service. Bachelet (1995) defines customer satisfaction is the emotional responses of customers after using a product or service. Customer satisfaction is the customers feeling about specific products or services of an enterprise. The success of a business based on customer satisfaction. Harris (2000) defined customer satisfaction is the whole experience for customers for a specific product or service. Kotler (2000) pointed that satisfaction is the gratification or frustration of customers when they compare what they get from products or service with what they expected. Yi (1990) stated: customer satisfaction is the common context of the output, evaluation and implement activities related to the consumption of a product / service. According to Stamatis (1996), satisfaction is very important, if customers are satisfied, they will go back to using product or service. To improve customer satisfaction, there are two factors which are important factors they are psychological and physical factors (Clark and Barker, 2004).

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According to Kurtz & Clow (1998): Customer satisfaction is their status about perceived quality product or service compared with their expectation. The expectations of customers can be divided into three levels: the ideal, and adequate. Depending on the distance between the value customers received and the expected value. Customer will have different status from very satisfied when the receiving level is desirable and angry very dissatisfied when the value received lower than they expected. In generally, customer satisfaction and customer loyalty have pretty strong relationship. Customer satisfaction, reduce customer change and enhance the customer's retention (Fornell, 1992; Reichheld, 1996). Thus, customer satisfaction is important factor impact customer loyalty, and the factors contributing to the success of the business in the long-term strategy of the business. 2.1.2 Importance of Customer Satisfaction Customer satisfaction is a factors impact customers loyalty, due to customers return to purchase product or service. To archiving customer satisfaction is the most importance long-term strategy of enterprise, in order to remain and enhance customer satisfaction. According to Evans & Castek (1998) achieving customer satisfaction help enterprise have long-term benefits. Satisfied customers not only help business increasing income and profits and also affecting other customers behavior purchasing Vavra (2002). However, Woods (1998) confirmed that people will care about the bad word of mouth. A customer is experiencing good service would speak to another person but

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someone who is not satisfied with the product or service to the company will say this to six people. Clark and Baker (2004) has the same view, a customer is not satisfied with the product or service when they receive poor quality product or service, 90% they will not be back in future. Moreover, they will tell about their bad experiences with products or services of the company to others. If a company offers bad products or service, everybody will know this, but if they make good products or services, only a people know this. Therefore, to achieve customer satisfaction will help companies increase profits, improve customer loyalty, customer retention and increase market share (Vavra, 2002). Thus, we can see that customer satisfaction help businesses improve profitability in many other ways, such as customer loyalty, increase potential customers (by mouth). Therefore the study and measurement of customer satisfaction is essential. Today, many researchers have studied effort to measure customer satisfaction as model ACSI, ECSI...

2.2 Customer Satisfaction Models Customer satisfaction has been interested by companies or organizations in their efforts to improve the quality of products and services in order to improve customer satisfaction and maintain customer loyalty. Some models of customer satisfaction were developed (Fornell, 1992; Fornell et al, 1996). At the national level, customer satisfaction index (CSI) is used to evaluate the satisfaction of their customers. Moreover, the customer satisfaction index is also used as an index for comparison between companies together in the same industry. CSI is an important tool to determine

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the appreciation of consumers for their products or services. 2.2.1 Customer Satisfaction Barometer (SCSB), First SCSB introduced in 1989, in order to assess customer satisfaction index of consumer (Fornell, 1992). This model contains two main factors affecting customer satisfaction: The perception of the performance experience for products and services recently, the desire of customers to achieve that performance. Moreover, perceived performance is corresponding perceived value or perceived quality level corresponding to price of products and services. In general, perceived value of the product or service increases then customer satisfaction will increase (Emery, 1969). The premise of customer satisfaction is the expectations of customers for products or services. The expectation is defined as the prediction of performance and value of products or services that bring to consumers (Boulding et al., 1993).

Figure 1: Customer Satisfaction Barometer Source: Fornell, 1992

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2.2.2 ACSI Model ACSI model developed in 1994, based on the model of SCSB. According to this model, customer satisfaction index include factors such as Expectation, Complaint, perceived value, perceived quality, each factor is composed by many specific factor and features for products or services. Customer satisfaction is defined as a comprehensive review of using a service or activity after sold of business and this is the core of the CSI model. This model include system of factor is the causal relationship from the initial variables such as expectations, image of business or products, perceived quality and attached to the variable results such as customer loyalty or customer complaints

Expectation

Complaint

Perceived Value Perceived Quality

Customer Satisfaction

Loyalty

Figure 2: American Customer Satisfaction Index ACSI In the model of American satisfaction index (ACSI), perceived value is influenced by perceived quality and expectations of customers. Meanwhile, the

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expectations of customers have a direct impact on customer feeling about product or service. Therefore, the requirements on product quality and service provided to customers must ensure and be satisfied on basis of their satisfaction. Customer satisfaction is made on the basis of perceived quality, expectations and perceived value, if the quality and perceived value higher than the expectations will create loyalty with customers. Otherwise, customer wills complaints about the products to other consumer 2.2.3 European Customer Satisfaction Index - ECSI The purpose of developing the customer satisfaction index to provide a tool similar to ACSI has been used since 1994 at USA. This model was first developed in 1999 and adjusted in 2000. This model is used as a tool to measure and assess customer satisfaction index and used for companies in the countries in Europe (Juhl, Kristensen, Ostergaard, 2002). There are some differences between ACSI and ECSI model: Image factor is added in order to determine the influence of the brand, image of products to customer satisfaction and customer loyalty. Perceived quality had divvied into two factors: perceived product quality and perceived service quality. Customer complaint factors excluded from the model compared to ACSI model.

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Image

Expectations

Perceived Value Loyalty

Perceived Quality product & service

Customer Satisfactio n

Figure 3: European Customer Satisfaction Index Source: (Juhl, Kristensen, Ostergaard, 2002) 2.2.4 Vietnam Customer Satisfaction Index - VCSI Based on the experience of the successful models available such as SCSI, ACSI, ECSI ..., the CSI is a model that includes variables cause - result: brand image, quality expectations, perceived quality, perceived value, customer satisfaction and loyalty. Customer satisfaction (CS) is placed in the relationship between cause and result. CSI is usually started four variables are: image, expectations, perceived quality, perceived value and customer satisfaction will create loyalty (if the customer satisfied) or may be complaint (if the customer is not satisfied). That means: the customer satisfaction can lead to two extreme experience for customers: satisfaction with the quality of products or services and tend to be loyal to the brand or enterprise or dissatisfied with the product or service (Le Van Huy at el, 2007).

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The VCSI model - Customer Satisfaction Index Vietnam certainly is not out of the standard. VCSI model includes seven factors affect to customer satisfaction, such as: brand image, quality expectations, perceived quality, perceived value; customer satisfaction, customer complaints and customer loyalty (Le Van Huy at el, 2007). The difference of VCSI compared with other CSI models is the different relationships between factors. For each country, which has special economy - society the VCSI developed as following:

Image

Perceived Value

Complaint

Perceived Quality

Expected Quality

Customer Satisfactio n

Loyalty

Figure 4: Vietnam Customer Satisfaction Index Source: Le Van Huy at el, 2007 Although the VCSI model was developed and used as a tool to measure customer satisfaction, fitting for a number of industries in Vietnam, but each industrial has different with each other. In view of this thesis, although the price of the product isnt a

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big problem when he decides to purchase a product. Same as the view, Martensen et al., (2000) also suggested that prices have affected to purchasing decisions of consumers. Therefore, this study will add the price factors to determine the relationship of this factor with others. 2.3 Factor Affecting Customer Satisfaction From theoretical models have been consulted, we can summarize some of the factors affecting customer satisfaction: 2.3.1 Image: Image show the relationship between the brand and the associated customer for the attributes of the brand (mark). This factor was first included in the Norwegian Customer Satisfaction barometer (NCSB) model (Andreassen & Lindestad, 1998). This factor is expressed by reputation, prestige and trust of the consumer for the brand. The empirical research has confirmed that this is an important factor and has a direct impact customer satisfaction (Martensen at el, 2000), Fornell, 1992). Simultaneously, it also has positive relationships with satisfaction and loyalty for the product or brand. 2.3.2 Expectations: Expectation is the degree the quality that customers expect to receive. This is the result of previous experienced consumer or information through media channels for the product or service. In some industries, may be, this factor has no relation to perceived value, this result is also presented in the study by Martensen et al., (2000). In fact, higher expectations due to decide to buy higher, but ability providers meet the

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expectations of customers is more difficult. 2.3.3 Perceived quality: Gronoos (1984) showed that perceived quality depends on a comparison between the product or service quality and customer expectations, and that is the result of a process of comparison. Actual quality of service is difficult to define and measure (Gavin, 1983, Parasuraman et al, 1988; Brown and Swartz, 1989). However, researchers have reached a consensus that service quality is defined and measured from the perspective of customers. The definition most widely accepted of perceived quality as the difference between customer expectations and the results of service quality (Lewis et al, 1983; Parasuraman et al, 1988). The nature of the relationship between perceived quality and customer satisfaction is an interesting problem. There are two kinds of perceived quality: perceived product quality (the assessment of recent consumer products) and perceived quality service is the evaluation related services such as services during sale and after sold (Fornell et al., 1996). The distinction between service quality and product quality is a standard model of the European customer satisfaction. Kristensen et al., (1999) have demonstrated an awareness of both the positive impact customer satisfaction. 2.3.4 Perceived value: Some researchers have given definitions of perceived value as evaluation of using product or service based on the perception of what they receive from the product or service and what they have pay to get product or service (Zeithaml, 1988; Cronin et al,

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2000). Studies on customer satisfaction depends on the perceived value of products and services (Martensen at el, 2000). Value is the level of assessment or feel for product quality compared to the cost that customers pay for products. According to Kotler (2003), the value for customers is the difference between the total value that customers receive and the total cost that customers pay for a product or service. 2.3.5 Price Products and services price have great influence the decision of customers to purchase products or services, because it affects directly their budget which they decide use for purchasing products or services. For example, the motorcycle dealers set the price too high. And if consumers do not believe they are getting the best price for your products and services related to the product may be they will get out and go to other retailers. (Verma and Varma, 2003) have same as this view, in his research on online sales service. If the online shops offer high prices will make customers go to the other online stores. However, the companies try to set prices too low will directly affect their profitability, even while not cutting down service quality. And this will seriously affect the reputation and image of the business.

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Chapter 3: Research Methodology

3.1 Research Model

Figure 5: Research Model 3.2 Hypotheses Image is the first factor being studied in the Norwegian Customer Satisfaction barometer model (NCSB) (Andreassen & Lindestad, 1998). This factor show the retailers reputation, the trust of customers for a specific brand. In a research survey (Martensen at el, 2000) has pointed out, the image directly effect to customer satisfaction.

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In fact, the brand also helps customers feel the value of product. Therefore, this thesis will study the relationship of image with perceived value of customers. The hypothesis is built as follows: H1: Image has a positive effect to perceived value In some industries, may be, expected quality has not relation to perceived value, this result is also presented in the study by Martensen et al., (2000). In fact, higher expectations due to decide to buy higher, but ability providers meet the expectations of customers is difficult more. Summary of previous studies, this thesis conducts to consider the relationship between customers expected quality with their perceived value as well as customer's satisfaction. Therefore, this thesis will develop hypothesis as following: H3: Expected quality has a positive effect to perceived value H4: Expected quality has a positive effect to customer's satisfaction The nature of the relationship between perceived quality and customer satisfaction is an interesting problem. There are two kinds of perceived quality: perceived product quality (the assessment of recent consumer products) and perceived quality service is the evaluation related services such as services during sale and after sold (Fornell et al., 1996). The distinction between service quality and product quality is a standard model of the European customer satisfaction. Kristensen et al., (1999) have demonstrated an awareness of both the positive impact customer satisfaction. From the research (Fornell et al., 1996) and Kristensen et al., (1999), this study will assess the relationship between perceived quality to perceived value. The

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hypothesis is developed as follows: H2 : Perceived quality has a positive effect to perceived value Studies on customer satisfaction depends on the perceived value of products and services (Martensen at el, 2000). Perceived value is the level of assessment or feel for product quality compared to the cost that customers pay for products. From the research of (Martensen at el, 2000), this thesis will continue to research the relationship between perceived quality to customer satisfaction, so the hypothesis is developed as follows: H6 : Perceived value has a positive effect to customers satisfaction Products and services price have great influence the decision of customers to purchase products or services, because it affects directly their budget which they decide use for purchasing products or services. For example, the motorcycle dealers set the price too high. And if consumers do not believe they are getting the best price for your products and services related to the product may be they will get out and go to other retailers. (Verma and Varma, 2003) have same as this view, in his research on online sales service. If the online shops offer high prices will make customers go to the other online stores. However, the companies try to set prices too low will directly affect their profitability, even while not cutting down service quality. And this will seriously affect the reputation and image of the business. Although, in some previous studies evaluated the relationship between the price for customers satisfaction is very low, however, in Vietnam have very different economic conditions, Vietnam economic is lower much more than developed countries.

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Therefore, in my view, the price will have great impact customers satisfaction and perceived value for products. From previous studies, and from the actual conditions in Vietnam, this thesis will develop the following hypothesis: H5 Price has a positive effect to customers satisfaction 3.3 Variables Measurement 3.3.1 Price Based on the scale was developed by (Priyanka Behrani, 2007), this thesis will conduct research based on this scale and use linker 5 point scale where: 5 is "completely agree, "4" agree ", 3" unknown ", 2" disagree ", 1" completely disagree ":

Table 1: Price Measurement Constructs Price Content of items References Does price of product have an effect on (Priyanka your purchase Would you mind paying more for better service Behrani, 2007)

3.3.2 Perceived Value Based on the scale was developed by (Christina OLoughlin, 2002), this thesis will conduct research based on this scale and use linker 5 point scale where: 5 is "completely agree, "4" agree ", 3" unknown ", 2" disagree ", 1" completely disagree ":

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Table 2: Purchase Measurement Constructs Purchase Value Content of items References Please rate the quality of products/services (Christina given the prices you pay? Please rate the prices of products and services given the quality? 3.3.3 Image Based on the scale was developed by (Christina OLoughlin, 2002), this thesis will conduct research based on this scale and use linker 5 point scale where: 5 is "completely agree, "4" agree ", 3" unknown ", 2" disagree ", 1" completely disagree ": OLoughlin, 2002)

Table 3: Image Measurement Constructs Image Content of items References The company you bought your motorcycle (Christina is a financially sound company The company you bought your motorcycle is a reliable and trustworthy company The company you bought your motorcycle is a customer-oriented company The company you bought your motorcycle provides a valuable service to the community The company you bought your motorcycle is innovative and forward looking OLoughlin, 2002)

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3.3.4 Customer Satisfaction Based on the scale was developed by (Christina OLoughlin, 2002), this thesis will conduct research based on this scale and use linker 5 point scale where: 5 is "completely agree, "4" agree ", 3" unknown ", 2" disagree ", 1" completely disagree ":

Table 4: Customer Satisfaction Measurement Constructs Customer Satisfaction Content of items References Overall how satisfied are you with products (Christina and services? How close is the motorcycle to your ideal postal service provider? Considering your expectations, to what extent has the motorcycle fallen short of or exceeded your expectations Overall how satisfied are you with products and services? 3.3.5 Expected Quality Based on the scale was developed by (Christina OLoughlin, 2002), this thesis will conduct research based on this scale and use linker 5 point scale where: 5 is "completely agree, "4" agree ", 3" unknown ", 2" disagree ", 1" completely disagree ": OLoughlin, 2002)

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Table 5: Expected Quality Measurement Constructs Expected Quality Content of items References Please rate quality of products / services (Christina you expected Please rate quality of products / services that you expected meet your need 3.3.6 Perceived Quality Based on the scale was developed by (Christina OLoughlin, 2002), this thesis will conduct research based on this scale and use linker 5 point scale where: 5 is "completely agree, "4" agree ", 3" unknown ", 2" disagree ", 1" completely disagree ": OLoughlin, 2002)

Table 6: Perceived Quality Measurement Constructs Perceived Quality Content of items References Please rate the overall quality of products (Christina and services Please rate the quality of products and services compared to the quality offered by similar companies Does the overall quality of products meet your quality requirements? Could the quality of the products and services be improved? OLoughlin, 2002)

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3.3 Sampling Method The purpose of this study to assess the influence of the factors to customers satisfaction in motorbicycle at Hai Phong. Thus, the questionnaire was designed target to specific customers bought motorbicycle at motorbicycle agency. After the questionnaire has been carefully designed, will be sent directly to customers online shopping. 440 customers randomly selected from a list customers of the motorbicycle agency in Ha Phong. 240 Questionnaires will be sent directly by hand, 200 questionaires send by post office or by email. Customers are required fully answer the questions in the questionnaire. Only those questionnaires were answered fully been used to conduct the analysis. Each question will have a scale from 1 (completely disagree) to 5 (completely agree). After data is collected and selected carefully, no errors will be used to conduct the analysis. 3.5 Research Method 3.5.1 Descriptive Statistics After data collected will analysis by the first analysis method is descriptive analysis, the personal information such as gender, age, experience, .... The data will be analyzed by percentage, the distribution of age, gender, experience ... how related to hypothesis in this thesis.

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3.5.2 Factors Analysis Factor analysis is often used in analyzing data. Now, there are many social researcher use factor analysis to evaluate the relationship between factors together, data reduction, development scale, classification and testing of hypothesis (Rummel, 1970). When conducting factor analysis, a problem that the analysis should be considered when conducting the analysis: is determine model and number of factors used to analyze Ford et al (1986 ). First, researchers should determine the model before which is used to analysis. There are two methods commonly used to analyze factors including: common factors analysis and components analysis Ford et al (1986). The second problem is number of factors. (Kim & Mueller, 1978) pointed that number of factors as a result of the analysis process and is determined based on the eighen value must be greater than one. However, Tucker et al (1969) offer a different perspective, which is the number of factors can be identified earlier, based on the purpose of the research study. Thus, based on previous studies, and the purpose of this study. I will conduct factor analysis by pre-determined number of factors. 3.5.3 Reliability analysis After data collected, it is difficult to ensure data collected are reliability or not, means that we can really trust the data collected on or not. To ensure data collected is reliable, we must analyze the reliability of data based on Cronbach's value. If

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Cronbach's greater than 0.7 mean that variable is accepted for its reliability, and Cronbach's in less than 0.35 mean that the reliability of the variables are very low and should be removed (Robinson, Shaver, and Wrightsman 1973). 3.5.4. Regression Analysis After the data is ensured validity and reliability, the last method to evaluate and test the hypothesis is regression analysis method. Regression analysis is a statistical method commonly used to analyze the correlation between two factors. Normally researchers look at the relationship cause - results of model. The inspection will be done with the help of SPSS software based on the coefficient as R2, adjusted R2, pvalue, beta ... to assess the hypothesis is supported or not and the extent of human influence this factor on how other factors. Theo Daniel Muijs who wrote the book "Doing quantitative research in education" recommended for the R square value of should be: <0.1: poor fit; 0.11-0.3: modest fit; 0.31-0.5: moderate fit;> 0.5: strong fit.

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Chapter 4: Data Analysis and Result

4.1 Descriptive analysis The detail description of samples or the respondents personal data, such as their gender, age, Experience in IT, department of study ..and so on will be analyzed. Every construct of the data will be analyzed in percentage, frequency distribution in order to know the sample distribution.

Table 7: Descriptive analysis

Variables

Frequency

Percentage (%)

Age

Under 18 years 19-20 years 21-22 years Over 22 years

44 27 39 45 108 47 40 25 35 44 11

28.4 17.4 25.2 29 69.7 30.3 25.8 16.1 22.6 28.4 7.1

Gender Education

Female Male Lower high school High school College Bachelor Higher Bachelor

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4.2 Factor Analysis Tucker et al (1969) offer a different perspective, which is the number of factors can be identified earlier, based on the purpose of the research study. Hair et al. suggested that an item is significant if its factor loading is greater than 0.50. From the table show items is strongly validity. Thus, based on previous studied, and the purpose of this thesis. I will conduct factor analysis method by pre-determined number of factors. Table 9 shows the results of the VARIMAX rotation on the original 18 items constrained to six factors. We can see that, the loading value smallest is PQ1 (0.658), which is greater that 0.5, so that, all loading value of each questions are greater than 0.5 mean that, the data collected is validity.

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Table 8: Factor Analysis Image Perceived Quality CUS1 CUS2 CUS3 PV1 PV2 IMA1 IMA2 IMA3 IMA4 IMA5 PQ1 PQ2 PQ3 PQ4 EX1 EX2 PRI1 PRI2 .672 .758 .791 .829 .788 .658 .830 .866 .872 .911 .883 .771 .824 Customer Satisfaction .840 .768 .812 .791 .761 Expected Quality Perceived Value Price

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4.3 Reliability Analysis Before analyzing the relationship between factors, it is important to ensure the reliability of the factors. In order to test reliability of the factors, and scale to ensure appropriate with the questionnaire. Reliability of a factor can be determined based on the value of AVE or conbach's values. This thesis will use the cronbach's value to measure reliability of factors including the Perceived value, Customer satisfaction, Image, Perceived quality, Expected Quality and Price. Cronbach's value greater than 0.7 should be accepted, if cronbach's values less than 0.5 need be removed:

Table 9: Reliability Analysis Factors Perceived Value Customer Satisfaction Image Perceived Quality Expected Quality Price Cronbachs 0.937 0.906 0.857 0.867 0.911 0.933 From the table 9 show that, the cronbachs of each factors is very high. The value of conbachs for each factors are greater than 0.5. So, factors have level of reliability is very good. 4.4 Regression Analysis In this study, linear regression was adopted to examine the relationships between

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independent variables and dependent variables to test our research hypotheses. 4.4.1 Linear Regression Analysis for Perceived Value The results of linear regression analysis for perceived value are shown in the Table below:

Table 10: Linear Regression Analysis for Perceived Value

Constructs

St. coefficients

t value

R2

Adj-R2

F value

Image Perceived Quality Expected Quality

0.248*** 0.361***

3.682 5.747

0.408

0.397

37.059***

0.284***

4.279

Dependent variable: Perceived Value ***p<0.001, **p<0.01, *p<0.05, 0.05<+p < 0.1 The final model shown in the Table had a good overall fit (37.059***, p = 0.000). And at significant level 0.05, Expected Quality (H1, H2, and H3) have significant positive relationships with Perceived value. Therefore, we conclude that hypotheses H1, H2, and H3 are supported. We also can see in the table that the adjusted R2 value for three constructs, namely Perceived Quality, Expected Quality and Image is 0.397, meaning that the explanation ability of the independent constructs is good for our dependent variable, Perceived value.

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4.4.2 Linear Regression Analysis for Customer Satisfaction The results of linear regression analysis for customer satisfaction are shown in the Table below:

Table 11: Linear Regression Analysis for Customer Satisfaction Constructs St. coefficients t value R2 Adj-R2 F value Price Perceived Value Expected Quality Dependent variable: Customer Satisfaction ***p<0.001, **p<0.01, *p<0.05, 0.05<+p < 0.1 The final model shown in the Table had a good overall fit (74.629***, p = 0.000). And at significant level 0.05, Expected Quality, Price and Perceived Value (H4, H5, and H6) have significant positive relationships with Customer Satisfaction. Therefore, we conclude that hypotheses H4, H5, and H6 are supported. We also can see in the table that the adjusted R2 value for three constructs, namely Expected Quality, Price and Perceived Value is 0.397, meaning that the explanation ability of the independent constructs is good for our dependent variable, Customer Satisfaction. 0.127* 2.203 0.506*** 0.296*** 8.579 4.759 0.582 0.574 74.629***

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4.5 Final Model

Figure 6: Final Model

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Chapter 5 Conclusion
5.1 Research Result In chapter four we analyzed collected data based on four methods of analysis such as descriptive analysis, factor analysis, reliability analysis and regression analysis to assess and test the hypotheses. The final results are summarized as the following table:

Table 12: Final Result Hypotheses H1: H2: Image has a positive effect to perceived value Results Supported

Perceived quality has a positive effect to Supported perceived value

H3:

Expected quality has a positive effect to Supported perceived value

H4:

Expected quality has a positive effect to Supported customer's satisfaction

H5

Price has a positive effect to customers Supported satisfaction

H6

Perceived value has a positive effect to Supported customers satisfaction

5.2. Research implications Firstly, the findings of relationship between perceived value, perceived quality, expected quality, price have strongly impact customer's satisfaction. and also the other

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factors such as perceived quality, image have strongly impact customer's perceived value mean that they indirect impact to customer's satisfaction. The result of this research may be applied to explain what factors effect customer satisfaction. with sample of 182 consumers in Vietnam and result indicated the factors such as perceived value and image have strongly impact to customer customer's satisfaction. But in this research's showed contract of result in which, the factor price is the strongest factor impact customer's satisfaction. The other factors such as perceived quality, image are not direct impact to customer's satisfaction but they have strongly impact to customer's perceived value which also is importance factor impact customer's satisfaction. Meant that, image and perceived quality are importance of indirect factor Secondly, This study has implications for leaders who want to improve their customer satisfaction in order to improve their ability to retain customers, enhance their competitiveness against the competition. The final model in this thesis, is an overview picture of the factors that influence customer satisfaction. When they looking forward at the final model, the leaders can easily find that price is the greatest factors affecting customer satisfaction. Besides, perceived value is the second important factor. Means that, when customers choose the motorcycle, the first of all the customer will think how much price they have to pay to buy a motorcycle. So a great price strategy will quickly satisfy customers. Summary, the article has given recommendations to any individuals and organizations. The research provides useful information about the actual control a

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person can exercise in the situation and can therefore be used additional direct predictors of behavior. Third, this study has academic significance, the results of this study can be used as a reference model of the factors that affect customer satisfaction. So that, these studies can be extended by the addition of new factors affecting customer satisfaction. Other researchers can also use this model to assessing customer satisfaction in other areas. Finally, the important contribution of this research is the finding of the positive influence of customer satisfaction in motor bicycle field.. Also, besides having a positive attitude to construct the behavior, customer perceptions of affording the suitable products explain significantly more variance in customer's satisfaction. The perceived ability of afford a purchasing would motivate human to buy it, regardless of whether the product is considered as expensive or inexpensive by the consumer. 5.3. Limitation Admittedly, the study reported here suffered from a number of limitations. Firstly, the findings of positive relationship between consumers purchase intention, perceived ease of use, perceived usefulness, perceived risk and their experience. Mean that, there is a limitation in the number of the factors. Beside, the research focused on some of provinces such as Hanoi, Hanam, Namdinh at Vietnam. So, the results may not show more accurately Addition, The research focused on the motor bicycle field, so that the research's result may be accurate only on the motor bicycle and may be not accurate on other field.

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Finally, questionnaire of study is just designed for this research. The effective could be not guaranteed in applying the other research fields. 5.4. Further Study 1. The respondents are come from big cities: Hanoi, Hanam, Namdinh at Vietnam. Future research should research more in many other provinces to have more accurately of result. 2. The study will be researched on many different target groups: managers, customers, officers from provinces in Vietnam. 3. Future studies should research more factors effect customer satisfaction such as service quality, subject norm, and factor of marketing mix ... to provide the overall picture of factors effect customer's satisfaction. They are importance factors that we should focused on future research. 4. The future research also should research in other field for better of result and the result can be applied on many field to provide the result more accurately.

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