Title: STUDYING THE FACTORS AFFECTING CUSTOMER SATISFACTION ON SERVICE QUALITY AT HOTELS IN SOC SON DISTRICT, HANOI
Authors:
Ph.D. Nguyen Thi Van Anh, MBA. Nguyen Thi Huong and Nguyen Thanh Dat
Abstract:
In order to study the factors affecting customer satisfaction with service quality at hotels in Soc Son district, Hanoi, the research team used a quantitative research method based on analysis. Analyzing data collected from a survey of 252 customers. The research team used SMARTPLS software to process collected survey data Research results show that among the 5 factors considered with 95% confidence, there are 3 factors shown to affect customer satisfaction with service quality at hotels in Soc Son district, Hanoi, in which, “Tangible factor” (YTHH) has the strongest influence with an influence level of 0.311; followed by “Reliability” (DTC) with influence level of 0.274; factor “Guarantee” (SDB) has an influence level of 0.157; With 90% confidence, the factor “Service capacity” (NLPV) has an influence of 0.123. The factor “Perceived price” does not have enough statistical significance to conclude about its influence on the dependent variable “Customer satisfaction with service quality at hotels in Soc Son district, Hanoi (SHL). With the results collected, the research team proposed a number of discussions to improve the quality of hotel services in Soc Son, Hanoi to stimulate tourism demand, attract more tourists to Soc Son, and increase exploitation efficiency of the tourism potential here.
Keywords: Service quality, hotel, satisfaction, customers, Soc Son, Hanoi.
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