a study of service quality and intention to visit for...
TRANSCRIPT
Department of Business Administration
I-Shou University
Master Thesis
A Study of Service Quality and Intention to
Visit for Hanoi Tourist
Advisor: Dr. Jiin - Ling Lin
Co-Advisor: Dr. Nguyen Quang Vinh
Graduate Student:
Dao Ngoc Hai
July 2015
i
Acknowledgements
In the process of learning and study, I get the help heartedly collective and individual
agencies within and outside the Hanoi University of Business and Technology.
I would like to express respect and gratitude to the teacher most Jiin – Ling Lin Ph.D -
Dept. of Leisure Management, I-Shou University has dedicated guide, told me during the
research this subject.
I sincerely thank the enthusiastic support of the departments at the Viet Nam National
Tourism Administration has helped me to collect data and complete research dissertation.
Besides the cooperation help in the work I also received encouragement from family and
friends in the process of learning and research practice.
Despite trying but the level itself is limited, in my thesis will inevitably flawed, we
respectfully request that the teacher, the teacher, the students contribute ideas for the content of
this research word more perfectly.
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Abstract
Vietnam is becoming one of the famous tourist destinations in the Asia-Pacific region,
and tourism industry has made great strides in recent years. Considering potential destination,
Hanoi is one of the options of domestic tourists and international tourist. Every year, the
growth of Hanoi tourists reached over 10%, has reached the threshold of 3 million
international tourists, 15.5 million domestic tourists. However, Hanoi tourism potential
untapped, not create more featured products to attract customers. So tourism of capital is still
struggling to find solutions to improve the attractiveness destination. The purpose of this
study is to examine the relationship between the factors of SERVQUAL model and tourist
intention behavior. Results showed that all factors of the model SERQUAL are the predictor
variables for intention behavior. The result from T-test and ANOVA show that there are not
different intention behaviors among respondents characteristic. Based on the findings, the
implications, limitations of this study and directions for the future research were discussed.
Keywords: SERVQUAL Model, Intention behavior, Vietnam Tourism, Hanoi tourism
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Contents
Acknowledgements .................................................................................................................... i
Abstract ..................................................................................................................................... ii
List of Figure ............................................................................................................................. v
List of Table ............................................................................................................................. vi
Chapter 1 Introduction ............................................................................................................ 1
1.1 Background ....................................................................................................................... 1
1.2 The purpose of this Master of thesis is: ............................................................................ 2
1.3 Research Questions ........................................................................................................... 2
1. 5 Research contribution ...................................................................................................... 2
Chapter 2. Literature Review ................................................................................................. 3
2.1 Overview of Vietnam and Hanoi tourism Industry .......................................................... 3
2.2 Theory of service .............................................................................................................. 3
2.3 Characteristics of a Service .............................................................................................. 4
2.4 Service Quality ................................................................................................................. 6
2.5 Customer intention behavior ............................................................................................ 9
Chapter 3 Research Methodology ........................................................................................ 10
3.1 Sample ............................................................................................................................ 11
3.2 Instrument design ........................................................................................................... 11
3.3 Analysis .......................................................................................................................... 14
Chapter 4 Result Analysis ..................................................................................................... 15
4.1 General analysis on tourists ............................................................................................ 15
4.2 Reliability analysis ......................................................................................................... 17
4.3 Hypothesis testing ........................................................................................................... 18
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4.3.1 The relationship of reliability and intention behavior .............................................. 18
4.3.2 The relationship of responsiveness and intention behavior ..................................... 19
4.3.3 The relationship of assurance and intention behavior .............................................. 20
4.3.4 The relationship of empathy and intention behavior ............................................... 21
4.3.5 The relationship of tangible and intention behavior ................................................ 21
4.3.6 The relationship of service quality and intention behavior ......................................... 23
4.4 The difference among demographic of respondent in intention behavior ...................... 24
4.4.1 The different intention behavior level between male and female ............................ 24
4.4.2 The different of intention behavior level among age group. ................................... 25
4.4.3 The different of intention behavior level among occupation group ........................ 25
4.4.4 The different intention behavior level between foreigner and domestic tourist ...... 26
4.5 Discussion ....................................................................................................................... 27
Chapter 5 Conclusion and Recommendation ...................................................................... 30
5.1 Conclusion ...................................................................................................................... 30
5.2 Contribution of this study. .............................................................................................. 30
5.3 Application in Management .......................................................................................... 31
5.4 For Hanoi in particular ................................................................................................... 31
5.5 Limitations and future study ........................................................................................... 32
References ............................................................................................................................... 33
Appendix: Questionnaire (English Version) ....................................................................... 37
v
List of Figure
Figure 2.3. Service Characteristic (Adapted from Jobber, 2004) ............................................... 6
Figure 3. Research Frame Work .............................................................................................. 11
vi
List of Table
Table 3.2 Variables and its items of SERVQUAL Model ...................................................... 12
Table 3.2 Variables and its items of Intention behavior ......................................................... 14
Table 4.1 . Information of investigated tourist ........................................................................ 15
Table 4.2 Cronbach’s alpha result ........................................................................................... 17
Table 4.3a. the relationship of reliability and intention behavior ........................................... 18
Table 4.3b. The relationship of responsiveness and intention behavior ................................. 19
Table 4.3c. The relationship of assurance and intention behavior .......................................... 20
Table 4.3d. The relationship of empathy and intention behavior ............................................ 21
Table 4.3e. The relationship of tangible and intention behavior ............................................. 22
Table 4.3f. The relationship of service quality and intention behavior ................................... 23
Table 4.4a. T-Test of intention behavior level between male and female .............................. 24
Table 4.4b. ANOVA test of intention behavior level among age group. ................................ 25
Table 4.4c. ANOVA test of intention behavior level among job group ................................ 26
Table 4.4d. T-Test of intention behavior level between foreigner and domestic tourist ........ 26
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Chapter 1 Introduction
1.1 Background
Vietnam tourism is a key economic sector. Vietnam is known as rich tourist potential and
diversity. In 2012, the number of international visitors was 6.8 million, and domestic tourists
reached 32.5 million in Vietnam. Revenues from Vietnam’s tourism industry was between
68,000 and 70,000 billion in 2009, and 160.000 billion in 2012. In 2013, tourism contributed
5% of GDP in Vietnam, and the number of international visitors to Vietnam was 7.57 million,
while domestic tourists reached 35 million.. Turnover Vietnam tourism industry in 2013
reached about 200,000 billion.
According to the Vietnam National Administration of Tourism (2014), Vietnam has
attracted nearly 8 million international passengers, 32-35 million domestic visitors, the number
is expected to be 11-12 million in 2020 for international visitors ; 45-48 million domestic
visitors. Revenues from tourism are expected to reach USD 18-19 billion by 2020.
However, the travel and leisure industry is consistently ranked as a poor-performer
industry with regard to the sustainability in Vietnam. Bui (2011) concludes that in reality,
many Vietnam hotels find it is hard to evaluate their own competitiveness, resulting in their
inability to seek effective solutions to enhance it.
As the capital with 1000 years old history, diverse traditions and rich cultural identity,
Hanoi has become the major tourist center of Vietnam. Hanoi is the first choice of destination
for the foreign tourists to Vietnam. With the long history of development, Hanoi owns lots of
natural tourism resources and rich cultural heritage of Thang Long Imperial Citadel, Van
Mieu Quoc Tu Giam, quiet old town, the village traditional landscape brings together the
individual values as the West Lake. Hoan Kiem Lake is the famous tourist attractions with the
image of beauty quiet and elegant.
However services quality and tourist guides of Hanoi are considered as weakness factor
and the causes of low return rate for the tourism industry in Vietnam in general and Hanoi in
particular. For example, in Vietnam it is 15%, 50% in Thailand, and Malaysia is 30%. It can
be seen that the promotion activities do not meet requirements; the mechanism is unclear (Lai
and Vinh, 2012). This leads to the low return rate of visitors to Hanoi.
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A large number of tourism studies were done by the survey on the quality of tourism
services (Bui, 2011l Zhang & King 2009, Lai &Vinh, 2013). However there are limited
studies on specific destination as Hanoi. Hence, the study is to examine the relationship
between service quality and tourists’ intention to visit Hanoi.
As mentioned above the most important work for Vietnam tourist in general and Hanoi
in particular is how to maintain and expanse the visitors. Old customers coming back not
only increase revenue but also as a communication channel. Their experience and the sharing
will become very credible reference that many new visitors will refer (Shoemaker & Lewis,
1999). The fact that many businesses and many local authorities are still struggling in
question about the quality of service, quality of destination and almost all have not yet to
have a solution on return behavior of tourists, factors affecting and crucial to the return of
tourists. This makes the business go still go to finding solutions.
1.2 The purpose of this Master of thesis is:
Investigating the relationship between service quality and intention behavior of
tourists to Hanoi
1.3 Research Questions
- What is most important of tourism service quality of Hanoi?
- Is there any relationship between service quality and intention behavior to Hanoi?
- Is there any difference between social demographics (Gender, age, occupation,
countries) and intention to visit for Hanoi tourist?
1. 5 Research contribution
This study provides a overview of the relationship between service quality and
behavioral intentions for Hanoi tourist
From the perspective of marketing management, the findings help to support
marketing activities and the development orientation of products aimed at the
international market
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Chapter 2 Literature Review
2.1 Overview of Vietnam and Hanoi tourism Industry
In 2020, Vietnam expects to have 10 - 10.5 million international passengers and 47- 48
million domestic tourists with a total of 580,000 resident chambers, created 3,000,000 jobs.
Accordingly, the demand for highly qualified human resources in the tourism sector is
growing, but the rate of labor to meet incomplete.
In 2013 Hanoi tourist started implementing the plan to develop tourism by 2020, driven
to 2030. As report of Hanoi Department of Culture, Sport and Tourism there are 16.5 million
tourists visited Hanoi in 2013, while the number of international visitors to Hanoi continued
high growth, reaching 2,580,900 million visitors, increased 22.9%, compare with 2012 and
domestic tourists reached 13,997,800, increased 13.82% compare with 2012 .
In 2012, There are some key markets of Hanoi tourist that increased significantly
includes: Japan increased by 11.7% of visitors, Korean tourists increased by 56.9% visitors,
Australia increased by 22.5%,, Taiwanese visitors increased by 16.3%, and England reached
26.4% compare with 2012. (Hanoi Department of Culture, Sport and Tourism, 2013).
In 2014, Hanoi Tourism continues to maintain good growth in both international tourists
and domestic tourist; this suggests that Hanoi was as attractive tourist destination, popular
with international visitors. Hanoi is ranked as one of 10 attractions destination in Asia by
Travel Smart Travel Magazine in 2013.
Hanoi has significant investments in tourism infrastructure to improve the quality of
tourism services such as: Ngoc Son Temple; Hoan Kiem Lake; Hoa Lo Prison; Van Mieu -
Quoc Tu Giam.
2.2 Theory of service
For developing the business, companies can not only rely on innovation, product
innovation to achieve their as expected. Therefore, businesses are forced to find different
ways to compete with its rivals. Since the quality of the service appear to have set the stage
for the assessment of clients, many researchers as well as the district who have attempted to
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identify, measure, and manage quality of service. As nowadays, consumer as requiring better
quality. Providing excellence in product quality is a requirement for companies to make
customer satisfaction. Quality as well as a standard to measure, so the company provides good
quality makes the difference with the competition. In other words, quality is understood as a
competitive weapon (Pasasuraman et. al., 1988).
In particular, in the field of tourism, integration with the general trend of the world,
Vietnam tourism industry is shifted from a market monopoly with state control to market
oriented. This situation brings many opportunities for new service providers to enter the
market. However, most of domestic service providers are facing with congestion situation,
and dropouts (Lai and Vinh 2012).
Service has an important position in the social and economic life, Service is a process in
which includes many factors. It is the relationship between supplier and customers. Products
of services possible within or beyond the scope of the material (Kuenzel, & Katsaris, 2009).
From the above lead to concept of service must be associated with activities to create it.
Service is as an intangible product; Customers receive the product through the operation
of communication, information and comments received. Features that customers can only
assess the quality of the entire service after purchased. For the same type of service value
chain represents an overall average that customer can achieve and be recognized. But besides
the overall value chain including the value chain of each supplier (Parasuraman, Berry and
Zeithaml, 1990)
For a deep understanding of service, Kotler, Wong, Saunders and Armstrong, (2005)
shows there kind of service include: Basic service that create value to satisfy the core interests
of consumers. Satellite services are extra services that add value to customers. Surround
services that increase core interests and bring additional benefits.
2.3 Characteristics of a Service
The basic characteristics of service with other tangible products, such as invisibility, as
inseparable from the origin, the instability of the quality, not preserved. In most
manufacturing industries, the products are packaged and shipped via intermediaries, the
dealer, to the wholesaler, the retailer and the final consumer (Lovelock C and Wirtz J, 2000).
For services, consumers may have to go to places where service is "generated". services sold
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or provided to customers before they feel the real benefits of it. This makes customers feel
desperate to buy the service, so to buy a service or a product with service, customers must be
fully informed of what they'll be in full the stages of the process of buying and using the
product or service. Therefore, the propaganda and advertising plays a very important role for
the customer led to the decision to purchase a service.
Service is basically non-specific, so it is easy to imitate. This makes the competition
becomes tougher and it is also a key challenge of marketing services.
A service can be caused by many organizations providing so marketing-mix solutions
are also affected by the policies of the organization that produced linked enterprises to
provide services to clients.
A very basic characteristic of the service is calculated inseparable. In most cases,
services are produced and consumed simultaneously, and can only be completed with the
completion of customer consumption. If no customers, no service system generates.
Because the service is performed by different providers, at the time and different places
and have all the interference of customers in the service creation process has created
instability of service. So difficult to check the quality of service before and this causes
difficulties in the management of service quality. A very important characteristic is the
distribution of services (services-mix) has complex structures that require synthesis and high
uniformity, there is a set of reasonable structure includes many closely related services with
each other and interact with each other, complement each other in the process of creating
benefits for clients. The coordination of these services to each of these levels and different
textures will form the different distribution service mode. The problem is that every business
needs to know skillfully combining different types of services in order to create for them a set
of relatively complete services suit their strengths, and to best meet demand demand
characteristics of each target market that now has the choice. On the other hand, due to ever-
changing market requires that enterprises must set a service structure that can be adjusted
flexibly according to the changing needs and tastes of customers to avoid waste because the
cost of equipment Design services are often very expensive. (Macdonald J, 2004)
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Figure 2.3. Service Characteristic (Adapted from Jobber, 2004)
2.4 Service Quality
The quality of the commodities and services has long been a concern of many people.
Service quality is difficult to determine and no effective management strategies. Problem
awareness, testing, quality control of services are major problems faced by the researchers.
Actual quality and the factors governing it have not yet been quantified. The importance of
quality services for businesses and customers differ greatly. Quality of Service dominated to
increase market share, enhance recovery of investment, increased productivity, lower
production costs and ultimately increase profitability. That is the strategic benefits for long
term business services. We can not use the method of inspection, control and manage the
quality of existing goods to apply for the service because the service has unique
characteristics that differentiate it governs the formation and mobilization of nature output.
(Ghobadian A, Speller S and Jones M, 1994)
According to Palmer A (2005): Quality of service is the evaluation of the customer on
the great general of the entity. It is a kind of attitude and the result of a comparison between
what is expected and awareness of what we get. Service is a measure of the level of service
given to customer and the customer expectations. Creating a quality service that meets
customer expectations uniformly.
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As Lovelock C and Wirtz J (2000) mentioned Quality is a comparison between the
expected value of customer service line with the actual value received (satisfaction) by
providing enterprises. Researchers and managers of enterprise services are unified notion that
service quality involves a comparison between expectations and reality. It is a measure of
service delivery in accordance with the expectations of the customer to a certain extent
(Palmer A, 2005). Distribution services means that perform the service delivery to match the
expectations of customers on a platform compatible with the level of expectations.
According to Zeithaml et. al., ( 2009) customer satisfaction is related to quality of
service. If very high quality of service, satisfaction levels exceeding expectations, customers
will be very satisfied. High service quality, satisfaction levels achieved expectations,
customers feel happy satisfied. Conversely, if low service quality, satisfaction levels lower
than the expected value, the customer will be disappointed. Customer value received by the
chain's overall service delivery company depends on a number of factors such as the overall
service provided, staff provide services, the operation of the competitors, the expected level
units, understanding and appreciation of the services of consumer services.
The assessment service in the first place and in the process. Quality of service only
evaluated at the output with the expected value of the customer, it also includes the operation
of the entire system and provide activities that constitute distributed manner (Cronin, J. J. &
Taylor, S. A. 1992). Which led to the recognition of the existence of two types of service
quality: technical quality include the value that customers actually receive from service
providers and quality features including ways distribution.
Service Quality defined by Parasuraman (1988) to assess the level of satisfaction of
tourists. analysis of factors affecting satisfaction and propose solutions to improve the
satisfaction of travelers for tourism services in Hanoi.When the SERVQUAL (Parasuraman et
al, 1988) has published the debate on the issue of how to measure the quality of service in a
better way. Nearly two decades later, many researchers have focused effort to demonstrate the
effectiveness of the SERVQUAL scale.
SERVQUAL is one of the key tools in the service Marketting capacity to evaluate
service quality (Parasuraman et al, 1994). Parasuraman et al, 1994 Continuous testing scale
and consider the various theories, and that the SERVQUAL scale to achieve reliability and
value.
8
Research using the theoretical framework of Parasuraman (1988), this research is to
model service quality popular and most applied research in marketing. SERVQUAL consider
two key aspects of service quality as a result of services and service providers are studied
through 5 criteria
Groups confidence level: measure the level of implementation of the service program
set to 5 observed variables:
1. When the destination promised to do something about the time specified, then it will
be done.
2. When you are having problems, destination expressed sincere interest in solving
problems
3. The services performed right the first time.
4. The company offers services at a time when the company agreed to do
5. Company notify customers when service will be performed
Responsive: measure the ability to make timely and services on time with three
observed variables:
1. The staff serve you quickly and on time.
2. The staff is always ready to help you.
3. The staff never too busy to show not meets your requirements.
Assurance: the ability to measure the confidence and peace of mind of units for
customer service with four observed variables:
1. Acts of staff to create more confidence for you.
2. Do you feel safe when conducting transactions with hotels
3. The staff are always polite, courteous with you.
4. The staff enough knowledge to answer your questions
Empathy: the ability to measure attention, sympathy and care for each individual
customer with four observed variables:
1 Company shown personal interest in you.
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2. Friendly staff expressed concern for you personally.
3. Company show special attention to the best interest of you.
4. Staff understands your special needs
Group means tangible material: measuring the level of attraction, modern equipment
and material, serve appropriate time, as well as costumes of the waiters with 5 observed
variables:
1. Destination has modern equipment.
2. The facilities look very attractive.
3. Staff dresses neatly, polite
4. The physical means of active service and attractive.
5. Convenient time transactions
2.5 Customer intention behavior
To determine the level of customer intention behavior with a specific destination,
previous researchers have used different tools to create distance scores based on the difference
between expectations and perceptions the provision of specific services related to property
(Parasuraman et al, 1990). This method is not comprehensive because it only take into
account the expectations for products and services offered. In tourism marketing, there is
influenced by the choice of tourist hotels to the consumption of goods and services and intend
to come back (loyalty). The importance of returning to destination in tourism has been widely
acknowledged (Korzay & Alvarez, 2005: 179). Barsky & Labagh (1992) introduced
disconfirmation model is measured by nine "about expectations" factor balancing properties -
special importance. This model was tested with data collected from 100 subjects through
random selection of customers. As a result, customer satisfaction was to be correlated with
willingness to return. The satisfaction of tourists is very important in tourism marketing and is
the determinant of success because it affects the choice of hotels, selling products and
services, and decided to return (Kuenzel and Katsaris, (2009).
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Chapter 3 Research Methodology
In this chapter, research framework, research questions, hypothesis, sampling method,
and data analysis were presented. The purpose of this study is to examine the relationship
between service quality and intention to visit for the tourists who visited Hanoi, Vietnam.
Research questions and hypothesis were listed as below:
Q1 What is the relationships between service quality and tourists’ intention to visit
Hanoi, vietnam?
H1a: Reliability has a relationship with tourist intention behavior
H1b: Responsive has a relationship with tourist intention behavior
H1c: Assurance has relationship with tourist intention behavior
H1d: Empathy has a relationship with tourist intention behavior
H1e: Tangible has a relationship with tourist intention behavior
H1f : Service quality has a relationship with tourist intention behavior
Q2 What are the differences between demographics and intention to visit of tourists
who visited in Hanoi, Vietnam?
H2a: there is difference between gender and intention to visit of tourists who visited in
Hanoi, Vietnam.
H2b: there is difference between age, and intention to visit of tourists who visited in
Hanoi, Vietnam.
H2c: there is difference between occupation and intention to visit of tourists who visited
in Hanoi, Vietnam.
H2d: there is difference between countries and intention to visit of tourists who visited
in Hanoi, Vietnam
Q3: Identifying the most important factors of service quality for Hanoi tourists.
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Figure 3. Research Frame Work
3.1 Sample
Questions were distributed to visitors, who are traveling in Hanoi during February and
March, 2015. The sample size is leaded by the general rule for sample selection by Kumar,
(2005). This study has a total of 28 questions in the questionnaire. Therefore, a minimum
standard for the sample size of this study is 28 x 5 = 140. The data was collected by student of
tourism department of Hanoi University of Business and Technology by face to face with
tourist who are traveling Hanoi.
3.2 Instrument design
Research using SERVQUAL model of Parasuraman (1988) for 5 attributes of service
quality, in addition to the variable pricing and demographic variables were considered for
testing in this study.
Service quality Intention to visit
Demographic information
H1
H2
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Table 3.2 Variables and its items of SERVQUAL Model
Variable Observation variable Coding
Reliability
When the destination promised to do something about the time
specified, then it will be done.
RE1
When you are having problems, destination expressed sincere
interest in solving problems
RE2
The services performed right the first time. RE3
The company offers services at a time when the company
agreed to do
RE4
Company notify customers when service will be performed RE5
Responsiveness
Diverse products and services to meet customer needs RS1
There are many customer care program RS2
Professional staff to handle rapid accurate RS3
Staff actively advise suitable products for customers RS4
Assurance
Acts of staff to create more confidence for you. AS1
Do you feel safe when conducting transactions with hotels AS2
The staffs are always polite, courteous with you. AS3
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The staff enough knowledge to answer your questions AS4
Empathy
Company shown personal interest in you. EM1
Friendly staff expressed concern for you personally. EM2
Company show special attention to the best interest of you. EM3
Staff understands your special needs EM4
Tangible
Destination has modern equipment. TA1
The facilities look very attractive. TA2
Staff dresses neatly, polite TA3
The physical means of active service and attractive. TA4
Convenient time transactions TA5
Besides Intention behavior scale are major referenced from Chen and Tsai (2007).
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Table 3.2 Variables and its items of Intention behavior
Variable Observation variable Coding
Choose this destination again for future trips IB1
Intention behavior Ready to introduce family and friends IB2
I would recommend to others, those who seek advice IB3
All the observed variations in the components of service quality are using 5-level Likert
scale with a choice of 1 means strongly disagree with the statement and choose the number 5
is strongly agree with the statement . The contents of the variables observed in the
composition are adjusted to suit the characteristics of service quality of Hanoi tourism.
3.3 Analysis
To test the reliability of scale this study use the cronbach’s Alpha to check ask
recommended by Numally ( 1978) all variable should have the cronbach’s Alpha value bigger
than .6.
To answer the research question 1 Q1 What is the relationships between service quality
and tourists’ intention to visit Hanoi, Vietnam? the regression method was applied.
To answer the Research question 2: What are the differences between tourists’
demographic information and Intention to visit ?. This study use T-test and ANOVA to test
the differences between tourists’ demographic information and Intention to visit
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Chapter 4 Result Analysis
4.1 General analysis on tourists
In this research, the authors used questionnaire based on previous studies. The
questionnaire consists of two parts. In the first part, the questionnaire covers factors
influencing the satisfaction and loyalty of tourists. The second part includes personal
information such as gender, age, job and nationality. The survey was conducted in Hanoi.
Then, the collected data was analyzed by SPSS.
Out of 400 questionnaires handed out to tourist, the author received 380 questionnaires
back. After removing invalid answers, there were 350 questionnaires left for the analysis. The
rate of response was 85% and the rate of valid questionnaires was 82%.
Table 4.1 . Information of investigated tourist
Characteristics Frequency Percentage
Gender
Male 242 69.1
Female 108 30.9
Total 350 100.0
Age
18-25 82 23.4
26-35 103 29.4
36-45 103 29.4
46-55 20 5.7
Over 55 42 12.0
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Total 350 100.0
Jobs
Businessmen 126 36.0
Workers 64 18.3
Officials 96 27.4
Other jobs 64 18.3
Total 350 100.0
Countries
Vietnam 196 56.0
International 154 44.0
Total 350 100.0
According to finding in Table 4.3, 350 tourists were investigated including: 242
tourists are male (69.1%), 108 tourists are female (30.9%). This result shows that male
tourists in this research tend to travel more than female tourist.
The result shows that the age of 18-25 accounted for 13.3%, the age of 26-35 and 36-
55 both accounted for 29.4%. The age of tourist of 46-55 and over 55 are 5.7% and 12%
respectively. This result shows that the age of tourists mainly stays in the range of 26-46.
Regarding the occupation of tourist, the results shows that 126 tourists are business
men accounted for 36%, there were 27.4% of tourists are officials and workers and other jobs
both accounted for 18.3%. Hanoi is a centre of economy, culture and politics of Vietnam.
Therefore, many tourists who are business men also take the chance to seek business
opportunities in Hanoi. This could be a proper reason for the fact that business men took the
majority of tourists.
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Regarding the country of tourists, the authors divided tourists into two categories:
domestic tourists (Vietnamese) accounted for 56% and international tourists accounted for
44%.
4.2 Reliability analysis
To test the reliability and internal consistency to the questionnaires the Cronbach’s
alpha is applied. Table 4.2 shows that the Cronbach’s alpha of all factors ranged from 619 to
.899. Since all factors have alpha > .6, just indicates the good fitness of data as recommended
by Nunnally (1978).
Table 4.2 Cronbach’s alpha result
Variables Cronbach’s alpha
Reliability .899
Responsiveness 879
Assurance 897
Empathy .816
Tangible .619
Service quality .856
Intention behavior .760
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4.3 Hypothesis testing
4.3.1 The relationship of reliability and intention behavior
For testing the relationship of reliability factor in SERVQUAL model and intention
behavior (H1a), the regression is taken and set intention behavior as dependent variable and
reliability factor as independent variable. Result from table 4.3 shows that F= 220.354
(P<0.05), regression model is significant. Another hands R2 adjusted revealed that 38.6% of
variance in intention behavior, (β) (reliability) = .623 (p <0.01) indicated significant. so
hypothesis H1a is supported that “reliability factor has a significant impact on intention
behavior”
Table 4.3a. the relationship of reliability and intention behavior
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients t Sig.
B Std. Error Beta
1
(Constant) 1.350 .156 8.671 .000
RE .596 .040 .623 14.844 .000
R2/Adjusted 2 .388/.386
F/Sig. 220.354/0.000
a. Dependent Variable: IB
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4.3.2 The relationship of responsiveness and intention behavior
For testing the relationship of responsiveness factor in SERVQUAL model and
intention behavior (H1b), the regression is taken and set intention behavior as dependent
variable and responsiveness factor as independent variable. Result from table 4.4 shows that
F= 21.109 (P<0.05), indicates regression model is significant. Another hands R2 adjusted
revealed that 5.4% of variance in intention behavior, (β) (responsiveness) = .239 (p <0.01)
indicated significant. So hypothesis H1b is supported that “responsiveness factor has a
significant impact on intention behavior”
Table 4.3b. The relationship of responsiveness and intention behavior
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 3.055 .128 23.796 .000
RS .173 .038 .239 4.594 .000
R2/Adjusted 2 .057/.054
F/Sig. 21.109/0.000
a. Dependent Variable: IB
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4.3.3 The relationship of assurance and intention behavior
For testing the relationship of assurance factor in SERVQUAL model and intention
behavior (H1c), the regression is taken and set intention behavior as dependent variable and
assurance factor as independent variable. Result from table 4.5 shows that F= 147.546
(P<0.05), indicates the regression model is significant. Another hands R2 adjusted revealed
that 29.6% of variance in intention behavior, (β) (assurance) = .239 (p <0.01) indicated
significant. So hypothesis H1c is supported that “assurance s factor has a significant impact
on intention behavior”
Table 4.3c. The relationship of assurance and intention behavior
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients t Sig.
B Std. Error Beta
1
(Constant) 1.905 .145 13.180 .000
AS .458 .038 .546 12.147 .000
R2/Adjusted 2 .298/.296
F/Sig. 147.546/0.000
a. Dependent Variable: IB
21
4.3.4 The relationship of empathy and intention behavior
For testing the relationship of empathy factor in SERVQUAL model and intention
behavior (H1d), the regression is taken and set intention behavior as dependent variable and
empathy factor as independent variable. Result from table 4.6 shows that F= 184.169
(P<0.05), indicates regression model is significant. Another hands R2 adjusted revealed that
34.4% of variance in intention behavior, (β) (empathy) = . .588 (p <0.01) indicated
significant. So hypothesis H1d is supported that “empathy s factor has a significant impact on
intention behavior”
Table 4.3d. The relationship of empathy and intention behavior
4.3.5 The relationship of tangible and intention behavior
For testing the relationship of tangible factor in SERVQUAL model and intention
behavior (H1e), the regression is taken and set intention behavior as dependent variable and
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients t Sig.
B Std. Error Beta
1
(Constant) 1.411 .166 8.516 .000
EM .588 .043 .588 13.556 .000
R2/Adjusted 2 .346/.344
F/Sig. 184.169/0.000
a. Dependent Variable: IB
22
tangible factor as independent variable. Result from table 4.7 shows that F= 4.535 (P<0.05),
indicates regression model is significant. Other hands R2 adjusted revealed that 1% of
variance in intention behavior, (β) (tangible) =. 13 (p <0.05) indicated not so significant. So
hypothesis H1e is partly supported that “tangible factor has a significant impact on intention
behavior”
Table 4.3e. The relationship of tangible and intention behavior
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients t Sig.
B Std. Error Beta
1
(Constant) 3.133 .233 13.429 .000
TA .137 .064 .113 2.130 .034
R2/Adjusted 2 .013/.010
F/Sig. 4.535/0.034
a. Dependent Variable: IB
23
4.3.6 The relationship of service quality and intention
behavior
For testing the relationship of service quality and intention behavior (H1f), the regression is
taken and set intention behavior as dependent variable and service quality factor as
independent variable. Result from table 4.8 shows that F= 256.858 (P<0.05), indicates
regression model is significant. Another hands R2 adjusted revealed that 1% of variance in
intention behavior, (β) (service quality) =.625 (p <0.01) indicated significant. So hypothesis
H1e is supported that “service quality has a significant impact on intention behavior”
Table 4.3f. The relationship of service quality and intention behavior
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients t Sig.
B Std. Error Beta
1
(Constant) .281 .210 1.337 .182
Serqual .918 .057 .652 16.027 .000
R2/Adjusted 2 425/423
F/Sig. 256.858/0.000
a. Dependent Variable: IB
24
4.4 The difference among demographic of respondent in
intention behavior
For further testing the characteristic of respondent relate to intention behavior to Hanoi
for traveling. This study firstly uses the T-test method for testing the different intention
behavior level between male and female and nationality (foreigner or Vietnamese). ANOVA
method was used to test the different satisfaction level among age, and job of tourist who have
been to Hanoi for travelling (during April and May).
4.4.1 The different intention behavior level between male and female
A t-test was used to determine whether there was a significant difference between male
and female in intention behavior level to Hanoi. Using an alpha of .05, the independent t-test
indicated the average intention behavior for male group (M= 3.6391, SD= .66332) is not
different than female group (M = 3.5895, SD =.65028); t (1) = .650, p >.05. This result
indicated that there is no different intention behavior level level between male and female
(see table 4.9).
Table 4.4a. T-Test of intention behavior level between male and female
Group Statistics
Gender N Mean Std.
Deviation
Std. Error
Mean t
Sig. (2-
tailed)
IB
Nam 242 3.6391 .66332 .04264 .650 .516
Nu 108 3.5895 .65028 .06257 .655 .513
25
4.4.2 The different of intention behavior level among age group.
To test the different intention to revisit level among age of respondent the ANOVA with
0.5 sig. level is taken. (Table 4. 10). the age group includes: 18-25; 26-35; 36-45; 46-55;
over 55. The result indicated that people of different age do not have different level intention
behavior level to Hanoi. (F (4, 345) = 1.229, p >0.05.
Table 4.4b. ANOVA test of intention behavior level among age group.
ANOVA
IB
Sum of Squares df Mean Square F Sig.
Between Groups 2.128 4 .532 1.229 .298
Within Groups 149.340 345 .433
Total 151.468 349
4.4.3 The different of intention behavior level among occupation group
To test the different intention to revisit level among occupation of respondent the
ANOVA with 0.5 sig. level is taken ( table 4.11). The occupation group includes: officer,
business, worker, others. The result indicated that people of different occupation do not have
different level intention behavior level to Hanoi. (F (3, 346) = .009, p >0.05.
26
Table 4.4c. ANOVA test of intention behavior level among job group.
ANOVA
IB
Sum of Squares df Mean Square F Sig.
Between Groups .012 3 .004 .009 .999
Within Groups 151.456 346 .438
Total 151.468 349
4.4.4 The different intention behavior level between foreigner and domestic tourist
A t-test was used to determine whether there was a significant difference between m foreigner
and domestic tourist in intention behavior level to Hanoi. Using an alpha of .05, the
independent t-test indicated the average intention behavior for domestic tourist group (M=
3.6786, SD= .68635) is not different than foreigner group (M = 3.5541, SD =.61714); t (1) =
1.760, p >.05. This result indicated that there is no different intention behavior level between
foreigner and domestic tourist (see table 4.12).
Table 4.4d. T-Test of intention behavior level between foreigner and domestic tourist
Group Statistics
Nationality N Mean Std.
Deviation
Std. Error
Mean t
Sig. (2-
tailed)
IB
Domestic 196 3.6786 .68635 .04903 1.760 .079
foreigner 154 3.5541 .61714 .04973 1.782 .076
27
4.5 Discussion
Research results show that intention behavior of visitor to Hanoi depends on the
following factors: reliability factors have the highest impact (β = .623). These criteria to
measure the ability to perform services as tour operators promise to the customer. An
implementation of service the time commitment is very important. Also the quality of
operations and must be met with the expectations of internal customers. For example, the
guide tour or in front staff in the hotels committed in the implementation to meet the needs of
visitors (Kuusik et al, 2011). These results also demonstrate that the Hanoi as tourist
destination has made great efforts in training the tourist service preferment.
The second factor is empathy factor (β = 588), this criteria are intended to help the staff
is not an invisible machines application processes and regulatory by company . A
professional’s staff needs to understand clearly the context of the differences of each
individual tourist. It can be seen than Hanoi tourist is increasing. In any business activity does
prestige are valued. Confidence in the quality of service we are always willing to be
customers of primary concern when selecting products and services. For this study support the
hypothesis could assert that the Hanoi are increasingly taking the confidence of tourists on
products and its services.
The third factor is the assurance (β = 0258), this criteria to measure the ability to make
tourist services to customer quickly. Tour agency can implement the guidelines, procedures,
regulations passed on copies in departments rose criteria, the tour operators may establish a
hotline or email to get the reflected love bridge. One of the concerns of tourists in the trip that
is the safety and security of these criteria has always been the researchers considered factors push
for tourism activities (Zeithmal et al., 2009; Kuusik et al, 2011, Kuenzel & Katsaris, 2009).
The forth factor is responsiveness (β = .239). These criteria to measure the capacity to
meet tourist need on time. Destination have to have a high quality of services demonstrates
the response through service in short time, the ability to meet all tourist across the destination
quickly and tidy.
The last factors is tangible ( β= .113). Undeniably that the tourist capital resources have
improved but over time this system has not managed, invested and rational exploitation.
Specifically, new Hanoi tourism sector focus based on natural elements, exploiting existing
28
ones that have not been much investment return. Talking to tour Hanoi is said to Van Mieu-
Quoc Tu Giam, the Thang Long Citadel, One Pillar Pagoda, Hanoi Old Quarter, Hoan Kiem
Lake and Ngoc Son Temple, Bat Trang pottery village, Van Phuc silk .
That has formed hundreds or thousands of years, has been preserved and exploited. The
investment in this product is only upgrade, repair, restore monuments infrastructure,
infrastructure with modest capital. The new travel companies to build online tour through the
monuments connected together. Also the construction of other tourism products, such as the
entertainment spots, shopping, cuisine large scale are rare, or the exploitation of human values
to serve is limited. Tourists coming to Hanoi still complain a lack of facilities, recreation
areas. Visitor spending is not high, stays short.
Other result of T- test and Anova show that there is no different among respondent
characteristic in intention behavior to Hanoi. From the Anova and T-test result, it can be seen
that the scale for intention behavior to Hanoi second time or recommendation to others is very
low, mean value is ranked from 3.5 to 3.6. Hanoi is a place rich in tourism resources with
strong cultural tourism is tied to length history of thousands of years of culture. So many
years, new capital interested in exploiting this type of tourism is the main, and other travel
products are not well promoted effectively.
The question now for Hanoi tourism management, how has diverse tourism product just
to create specific tourist products. Last time, a lot of meetings to find solutions to improve the
attractiveness of tourism products in Hanoi but the problem is people are more interested in
building the unique tourism products. With the advantage of physical cultural resources and
intangible richness, Hanoi is an attractive destination for visitors who want to learn about
cultural studies calendar history. Hanoi can be easily connected to the local unique cultural
heritage of Vietnam and the region.
Therefore, the investment interest for tourism products is essential. On the one hand, the
capital is the center of culture, politics, the economy of the country, with transportation
systems and infrastructure facilities of modern tourism Hanoi should have the conditions to
develop tourism products Mice (tourism conferences and seminars) and shopping tour. Also,
Hanoi can also organize various clues like travel tour resort and island ecology, mountains,
scenic visits to the provinces and cities nationwide. Also time to visit, explore Hanoi on
demand entertainment at night is necessary for tourists. Point, only water puppet show of
29
Thang Long Puppet Theatre, night markets Hang Dao-Dong Xuan and recently have some
small artistic performances for visitors at night. Hanoi has not any tourism product for
visitors at night. Many Hanoi tour operators and tourists mention this issue but so far the city
has not improved.
30
Chapter 5 Conclusion and Recommendation
5.1 Conclusion
This study provides a theoretical framework that helps to understand the relationship
between the elements of the model SERQUAL and intention behavior . This result is
consistent with studies of Chen and Tsai (2007) and Zabka and colleagues (2010), both of
which provide empirical evidence confirm a relationship among five factor of SERVQUAL
model positive and considerable whit intention behavior. However, in their study, perceived
quality is considered intermediate variable for the satisfaction of tourists and loyalty. In the
study by Chen and Tsai, destination quality and trips through the same variables indicates the
similarity of both structures affect the anticipated results. Zabka and colleagues (2010)
showed that the perceived quality of the service as a forming structure does not allow the
general indicators related on different locations (Mohamad et al, 2011).
This result is similar to Lai and Vinh (2012) suggest that improving the relationship
between the properties of the destination and the promotional activities meet visitors and to
improve the image of the destination. In addition, the image of a destination can significantly
impact the loyalty of tourists. If visitors are enjoying better service than expected return
ability in the future will be higher. This is very important for managers and tourism marketing
plan in creating a competitive advantage over competitors in the region and internationally by
improving the impression of customers to develop the destination image.
5.2 Contribution of this study
Current models focus on customer satisfaction and loyalty tour by examining the
influence of satisfaction overall tourism on loyalty (Truong and King , 2009; Chi and Qu,
2008; Chen and Tsai, 2007). However, this study put factor of SERVQUAL model direct
effect to intention behavior. This research contributes to academic knowledge by checking
tourism and service quality theory in the context of Hanoi. This study also improves previous
studies in marketing tourist hotels (Chen and Tsai, 2007, Zabka et al., 2010, and Mohamad et
al., 2011) by testing SERQUAL.
31
5.3 Application in Management
The findings of this study may help the tourism marketing efforts combined with hotel
marketing and promotion activities and destination management organizations succeed . Our
discovery may help destination marketers better understand the structure of the destination
image and determine the core attributes of the property concerned.
This study recommends that service quality should be improved, including the factors
of responsiveness tangible to achieve an intention behavior level higher and improved
friendly destination image and tourist satisfaction. This study shows that customer experience
is affected by supply and demand. The demand side is formed by the response of the
destination, so the activities need to be improved and more professional in the communication
process services. Besides other factors, such as the tangible products of service, safety and
security for visitors, creating confidence for travelers should be promoted further and create
advantages for promotional activities tourism marketing to target customers.
5.4 For Hanoi in particular
Hanoi has more than 5,000 monuments, including more than 2,000 relics Rated same
forms of intangible cultural, eco-tourism resorts, cuisine ... attracts tourists. Technical system
facilities and infrastructure are more modern. Hanoi has over 600 international travel
companies, system diverse accommodation facilities with 389 hotels, including 65 hotels
reaches from 3-5 stars. Thanks to better exploit the potential and advantages which, over time,
the number of tourists to Hanoi growth with an average speed of over 10% / year. Only in
2014 was to reach 3 million international visitors and 15.5 million domestic visitors ...Those
who travel deals still full of concern by resources system investment and rational exploitation
are not managed by tourism. The quality of tourism products is generally not high, products
mainly based on existing elements, developers still fragmented, spontaneous; lack of
facilities, recreation areas for tourists both domestic and international. Tour operators also are
worried because in the context of global integration on deeper, the scale of most tourism
businesses are small Hanoi, competitiveness is not high, has not formed a business tourism
brand international stature. And high quality human resources are limited. Meanwhile, the
promotion, tourism promotion is not professional, state management of tourism has not really
promote the role intended to promote the development of the industry. Even sanitation issues,
32
security at tourist spots also not meet the requirements, there are still unsettled, price pressure,
the visitors pressed more or less affect the tourist image of Hanoi.
To further attract tourists to the capital and raising the competitiveness of the tourism
Hanoi on international markets, the need to find solutions, "Nearby" for the tourists calendar.
Because this is a core element in order to bring satisfaction and convenience for visitors. To
do that, the Department of Culture and Tourism have to enhance the decentralization of
management to make the initiative for businesses and the active participation of the public of
citizens in the monitoring and management of quality tourism. On the other hand, need to
enhance the role and responsibilities of local authorities in securing the environment, civilized
travel, security, social order and safety in the parks and tourist attractions.
From the perspective of businesses, Hanoi needs to improve the quality and
effectiveness of promotion of tourism promotion, in which the system needs attention
statistics frequent visitor numbers, Feature to build product specific tour to meet the needs of
travelers in a specific market.
5.5 Limitations and future study
Although this study contributes to additional theoretical and practical management,
Research model used in this study should be developed by adding more variable such as:
Tourist satisfaction, Tourist expectation... Besides, this study cannot independently verify
with international tourists. Future studies should emphasize this factor to develop the model.
Factors related to the specific characteristics of Hanoi destination has not been considered so
some variables such as price, cuisine ... should be included in the next study.
33
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Appendix: Questionnaire (English Version)
Part A: Please read each item carefully and circle the appropriate number that indicates HOW
MUCH YOU AGREE OR DISAGREE with each of the sections below:
Statement
Strongly
DisagreeDisagree Neutral Agree
Strongly
Agree
1 2 3 4 5
1. When the destination promised to do something
about the time specified, and then it will be done.
2. When you are having problems, destination
expressed sincere interest in solving problems
3. The services performed right the first time.
4. The company offers services at a time when the
company agreed to do
5. Company notify customers when service will be
performed
6. The staff serves you quickly and on time.
I am a Vietnamese graduate student of International Master of Business of Administration program
I-SHOU University, Taiwan. My master thesis is about “ The Relationship between Service Quality
and Intention Behavior of Tourists to Hanoi.” Please take about 10 to 15 minutes to answer all of
the questions in my survey. The answers will only be used for academic purposes and will be
strictly confidential. Thank you in advance for your time and help.
38
7. The staff is always ready to help you.
8. The staff never too busy to show not meets your
requirements.
9. Acts of to create more confidence for you
10. You feel safe when conducting transactions with
travel agency and hotels
11. The staff are always polite, courteous with you
12. The staff enough knowledge to answer your
questions
13. Company shown personal interest in you.
14. Friendly staff expressed concern for you
personally
15. Company show special attention to the best
interest of you
16. Staff understands your special needs
17. Destination has modern equipment
18. The facilities look very attractive.
19. Staff dresses neatly, polite
39
20. The physical means of active service and attractive
21. The staff dresses polite
22. Convenient time transactions
23. I am completely satisfied with the trip to Hanoi
24. I will continue to Hanoi in the future
25. I would recommend others to travel to Hanoi
Part B: Demographic Information
1. Your Gender:
Male Female
2. Your age (years old): 18-25 year old 26-35year old
36-45year old 46-55year old
Over 55
3. Your Jobs :
Businessmen Officials
Workers Other jobs
4. Your Nationality :
Vietnam Foreigner
Thank you for filling the survey!