Tiến Sĩ Nhận thức về hoạt động cung cấp dịch vụ và triển vọng của Viễn Thông Thái Nguyên, Việt Nam

Luận án tiến sĩ năm 2013
Đề tài: Perceived service performance and prospects development of vnpt telecommunications in thai nguyen, vietnam
Nhận thức về hoạt động cung cấp dịch vụ và triển vọng của Viễn Thông Thái Nguyên, Việt Nam
Luận án bằng tiếng Anh




TABLE OF CONTENTS
TITLE PAGE Page
APPROVAL SHEET . ii
DEDICATION . iii
ACKNOWLEDGMENT iv
ABSTRACT .v
TABLE OF CONTENTS vii
LIST OF TABLES . ix
LIST OF FIGURES . xi
CHAPTER
1 INTRODUCTION 1
Background of the Study .6
Statement of the Problem 7
Objective of the Study 9
Hypothesis of the Study 10
Significance of the Study 11
Scope and Limitation of the Study 11
Definition of Terms .11
2 REVIEW OF RELATED LITERATURE AND STUDIES 14
Related Literature 14
Related Studies 20
Conceptual Framework .30
3 RESEARCH METHODOLOGY 32
Locale of the Study .32
Population, Samples and Sampling Techniques .32
Research Instruments 33
Data Gathering Procedures .34
Statistical Treatment .34
4 PRESENTATION ANALYSIS AND INTERPRETATION OF DATA 36
5 SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS.73
Summary of Findings .73
Conclusions .79
Recommendations .80
BIBLIOGRAPHY 89
APPENDIX .92
QUESTIONNAIRE .94
CURRICULUM VITAE 106




ABSTRACT
In Vietnam's intensifying telecommunication service market today, satisfying
customers is only the baseline and may not be sufficient for survival for mobile phone
service providers. Management should focus on gaining customer loyalty by
enhancing customer perceptions of service quality and increasing as perceived by the
consumer value. To do that, it is necessary for them to figure out the relationships and
impacts of service quality, customer value, customer satisfaction, corporate image and
customer loyalty. This research focused on evaluating the service performance of
telecommunications services by employees and customers in VNPT in terms of
services, place, price, promotion, people and position. This research also sought to
assess the prospect of VNPT Thai Nguyen in terms of management capacity, human
resource, service attitude, marketing and material facilities. Based on the assessments,
proposing recommendations to improve the quality of activities and prospect of
resources of VNPT Thai Nguyen .
All ratings for VNPT in Thai Nguyen are collected opinions of
Telecommunications Director of Thai Nguyen, the employees, Deputy Sales Rooms,
as well as transaction services for customers, and especially survey of customers
using the services of VNPT.
The service performance of VNPT in Thai Nguyen province is
reflected through the perceived products and services, places, price, promotion,
people and position. For the overall mean for both employees and customers
respondents show similarity on their perception on the position status of the company
in terms of the six components with the overall obtained mean of 3.81 and 3.66 both
rated as very good. For the overall mean for both manager and employee respondents,
vi
there is similarity on their perception on the prospects in terms of the five areas as
shown in the obtained mean of 4.10 and 4.16 both rated as very good. But about the
order reviews of these factors is different.
It is recommended that VNPT in Thai Nguyen province should focus on
opening course training staff security, and wireless computer maintenance skills to
motivate work, team work skills and communication skills. Continue to promote the
exploitation of Internet and mobile phones, in addition to developing network services
Hold training on customer relationship management skills and the purchase of
software for customer relationship management for marketing. Maintain giving gifts
to customers to congratulate customers on their birthdays or major holidays. This will
help customers feel special and be concerned about how the customers are treated.




Chapter 1
INTRODUCTION
In the past, people contact each other in many ways as the fire burned for
smoke, or sounding, empty, to a signal that things are close to. Today, the world is
growing and the knowledge economy. The most important economic resource is not
land, capital or technology, but human. Vietnam steps up ship in the global economy,
to integrate successfully, "the comparison with the national strength in Asia", the
prerequisite is the ability to work by employees. Requirements for workers in the
economic integration must not only have expertise which must be capable of
distribution in combination with other work. While people are not always close, they
require communication between people with children who need to quickly correct.
(Nguyen Sang, 2010)
Vietnam's mobile phone market is considered one of the fastest growing
markets in the world with mobile phone subscribers currently estimated at 96.5
million, increasing 80 percent year-on-year (General Statistics Office, 2009). Vietnam
Telecom Services Company is an economic organization - a member unit under
Vietnam Post and Telecommunications Corporation operating in compliance with
Organizational and Operational regulations of Vietnam Post and Telecommunications
Corporation, which was approved by Decision No. 51/CP on August 1, 1995 by the
Government. The Company specializes in trading and services in fields of mobile
information, SMS sending and card-based phones nationwide together with other
members in the chain of post and telecommunications technologies with very close
and united relation on network organization, economic and financial benefits,
development of post and telecommunications services to carry out objectives and
plans assigned to the Corporation by the State (Report VNPT, 2012)
The Company was established under Decision No. 331/QĐ-TCCB dated June
14, 1997 by the General Minister of General Post Office. The main missions of the
company are to manage and exploit three services: Nationwide mobile network
(VNPT), Vietnam Messaging Network (Paging), Card-based phone network
(CardPhone). Paging network was stopped operating in September 2004 by VNPT
due to the fact that it was no longer suitable for the market after 10 years in operation.
In 2006, an important event that marked a great turning-point of Vietnam's
economy in general and of the telecommunication sector in particular was that:
Vietnam officially became the 150th member of the World Trade Organization
(WTO). Also in this time, in order to enhance competitive capacity in the context of
international integration, the Telecommunication Services Company made an
important behavior: that was to change its abbreviation name from GPC (G=GSM;
P=Paging; C=CardPhone) into VNPT. This change showed business diversion of the
Company in the new stage. The Company also announced its new brand identity
system that was of professional and modern manner. It was the determination of the
Company to make VNPT the first-ranked mobile network in Vietnam with orientation
towards international cooperation and integration.
Under definition of the World Intellectual Property Organization, brand is a
special sign (tangible and intangible) to recognize a product or service that is
manufactured or provided by an individual or an organization. Main criteria in
creating ideas on design of Company's new logo model are to maintain the former
basic brand name of VNPT services - decisive services - but it must create a
breakthrough in image. The new brand image must be more simple, modern but it still
3
needs to be purely Vietnamese, easy to apply and convenient in displaying on
different background colors and different materials. Specially, the new logo must
show the meaning in terms of connection - a specific characteristic in business of
VNPT Company. VNPT is the pioneer in expanding mobile information in remote
regions in Vietnam. It is doing business to provide good services in order to promote
local socioeconomic developments. (Vietbao, 2012)
In the wake of these changing dynamics, the Vietnamese mobile phone
operators face a number of significant challenges. First, the majority of Vietnam
mobile subscribers are pre-paid who are apt to change the provider continuously,
hence retaining existing customers in a predominantly pre-paid and high chum market
has become more difficult and costly. Similarly, new customer acquisition is
becoming more elusive than ever as potential customers have more options to choose
from and mobile phone operators offer attractive deals to lure prospects. Third, as
mobile phone operators have had to incur additional expense in keeping existing
customers and acquiring new ones, their average revenue per user has declined,
leading to deterioration of their financial performance. Due to these challenges,
service quality improvement, enhancing customer value and corporate image in order
to satisfy customer, then customer loyalty, are the key determinants of firm's success
or at least survival.
Telecommunications has been formed to help people move recently, economic,
political, social stability and more smoothly. Understanding the importance of
information technology brings to human as well as the ways to develop more industry
information technology. If prompted efforts to build a legal framework, "lodestar"
guiding the telecommunications industry can not mention the achievements on the
4
basis of development and infrastructure in 10 years that Vietnam has achieved from
efforts of Vietnamese enterprises (Report VNPT, 2012)
Economic environment in Vietnam increasingly becomes more dynamic.
VNPT of Thai Nguyen province sustains the needs of telecommunications. To
develop fast, strong and sustainable, VNPT must continually analyze and assess the
results of their operations and market to see the status service performance of the
project strategy and to draw specific measures appropriate to develop its network in
the province of Thai Nguyen province.
Vietnam has been developing market economy, with economic policy models
and strategies to integrate into the international economy. Development of the market
economy has been and will put the country's economy in general and businesses in
particular face challenges and difficulties ahead of the competition increasingly fierce
international to grab customers and expansion of the domestic market as well as at the
world. In market economies, firms operating in the country have to manage the
business operations an effective way to be able to stand firm in the market and
growing. Enterprises wishing to do so should be effective in their business activities,
while new businesses exist in the market and growing. Especially state-owned
enterprises, the business cannot effectively create momentum for economic
development, but also contributes towards maintaining the country's economy.
Always keep a leading role in economic integration, collaboration, more efficient
business. Group Vietnam Post and Telecommunications Group (VNPT) is the stateowned enterprises, operating in the information technology field, play an important
role in the national economy. VNPT provides many services to the market to meet
consumer needs. Creating service was difficult, but to bring them into the business
was even more difficult, as the market increasingly more competitors appear. To




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