The Customer Satisfaction of Product of Tan Trao Tea Joint Srock Company in Tuyen Quang

• Main Author: Truong, Tran Huy
• Other Authors: Liou-Jin Pin
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/01136526728530887403

碩士 === 義守大學 === 管理科學研究所 === 102 === Objective of this thesis is to explore and determine factors which can affect satisfaction of customers when they buy products of TJSC, to develop a scale to measure this factor, to develop and test theoretical model on relation between these factors and customer satisfaction when they buy products of TJSC. Based on existing theoretical basis and studies, measurement of customer satisfaction in the world market and market research conducted in Tuyen Quang province, this thesis proposes a theoretical model and scales of research concepts. A quantitative research with sample n = 120 customers is conducted in order to assess scales and test theoretical model. Test results and reasoning have shown that scales meet requirements and theoretical model is suitable to market information and the hypotheses are accepted. Specifically, the factors affecting the customer satisfaction when they buy the products of TJSC are product quality, price, and distribution channel and promotion program. Findings of this thesis bring practical results to business and production activities of TJSC in Tuyen Quang province. It helps managers understand the influence of each factor and the measures to monitor, to manage and to adjust the factors which affect customer satisfaction. At the same time, the findings also assist managers in determining which factor to focus so as to increase customer satisfaction and improve competitiveness.