| Summary: | 碩士 === 美和科技大學 === 企業管理系經營管理碩士班 === 102 === The main purpose of this research is to assess customer satisfaction, loyalty and build models study the factors affecting of clients with services of Heineken. From this study, the proposed recommendations and solutions can be used to increase customer satisfaction and their loyalty for Heineken.
The recommended research model was built on the basis of the theory, selective from studies of SERVQUAL scale by Parasuraman (1988) the five components of the quality service affecting the satisfaction of customer Heineken Viet Nam: (1) Reliability factors, (2) Responsiveness factors, (3) Assurance factors, (4) Empathy factors, (5) Tangibles factors. A quantitative study with a sample size of 150 customers of Heineken is carried out to assess the scale and test theoretical models. Cronbach’s Alpha reliability results and explored factor analysis (EFA) showed that the scale will meet the reliability, value and acceptance. Thus, based on the research findings, policy makers, managers of Heineken will further understand the level of interest, satisfaction and loyalty of customer; proposing recommendations and solutions to increase customer satisfaction and their loyalty for Heineken Viet Nam.
From the results after testing scale by Cronbach’s Alpha, we have identified five factors affecting to satisfaction and satisfaction affecting to loyalty of customers (Reliability factors; Responsiveness factors; Assurance factors; Empathy factors; Tangible factors) The regression analysis results four components scale satisfaction of customer are: Empathy, Reliability, Responsiveness and Tangibles have statistically significant effects on the satisfaction and further effects on the loyalty of customers. The proposed six hypotheses of the study are acceptable. The most powerful factors to the satisfaction are Empathy, Reliability, Responsiveness and Tangibles.
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