1

THE INFLUENCE OF SERVICE QUALITY ON
CUSTOMER SATISFACTION IN THE FOOD &
BEVERAGE INDUSTRY IN VIETNAM: A CASE STUDY
IN THE SYSTEM THE GIOI NGHIENG 23
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5
RESTAURANTS Student name: Nguyen Manh Huy
Advisor: Dr. Pi Yun Chen
Co-Advisor: Dr. Ho Thuy Ngoc

A Thesis Submitted to the Graduate School of Finance
Shu - Te University
For the Degree of Master of Business Administration
Majoring in Finance


Chapter 4: Research Result
4.1 Sample description
4.2 Reliability and Validity of Variable
4.3 Descriptive Statistics of Variable
4.4 Hypotheses test
4.5 Discussion

Chapter 5: Conclusion
5.1 Finding and Contribution
5.2 Implication
5.3 Limitation

References 3

Abstract This research applies the development of the tool 22 in SERVQUAL model to evaluate the
quality of service customers receive in TGN23
0
5 restaurant system. Following past research
on the concepts and the operation of the construction quality of service received impact on
customer satisfaction, research steps undertaken to measure the satisfaction level of customers
in time of the study. Evidence of reliability and scale, the effectiveness of research and based
on analysis of over 300 studies research model. The study conclusions about the relationship
between quality of service received and customer satisfaction. Pointing out the expansion in

First of all I would like to sincerely thank him (her) Department of Finance, Shu-Te
University, Taiwan, and the Faculty of International Training, Foreign Trade University in
Hanoi, Vietnam has dedicated teaching and impart knowledge, valuable experience during
Master of Business Administration Financial courses.
I would like to express special thanks to Dr. Pi-Yun Chen, who has been the subject
oriented and dedicated to guide and protect me during the course of this thesis.
I also thank Dr. Ho Thuy Ngoc who has created the best conditions, encourage and
cheer me during the process of learning and research to complete this final thesis.


ensure the survival, adaptation and development. Over millions of years of evolution and
development of human society and, food & beverage is still the most important needs for
every person, no matter in any country or culture in the world.
F&B is a common abbreviation for "Food and Beverage" in the United States
and Commonwealth countries, including Hong Kong. The sector/industry specializes in the
conceptualization, making, and delivery of food. Most F&B employees work in restaurants
and bars, such as at hotels, resorts, and casinos. Food & beverage (food & beverage that is
complete) is a special system of views and traditional cooking practices, often associated with
a particular culture. It is often named after the region or the current culture. A main dish is
influenced by the ingredients available locally or through trade, trade exchange. These colors
bring food religion has a strong influence to the cuisine.

6 Here are characteristic culinary culture of some countries in the world such as China,
Japan, France, It is the country with long-standing cuisine, typical of the region and affect
current much to the culinary culture of Vietnam.
Chinese cuisine originated from different regions of China and has spread around the
world. There is a huge cultural differences between different regions of China and thus lead to
the difference between the cuisine of regions of China. There are eight major culinary regions
in China: Anhui, Cantonese, Fujian, Hunan, Jiangsu, Shandong, Szechuan, and Zhejiang.
A meal according to Chinese cultural injured two main components: (1) supply of
flo    
              
somewhat different from the cuisine of northern Europe and the U.S., where people
considered meat or animal protein is the main food, and in common with most of the cuisines
of the Mediterranean region Hai, mainly based on the foods made from wheat, such as pasta
or cous cous.
Rice is the most important part of Chinese cuisine, however, many areas in China,

snails and foie gras fat. Each region has its very own uniqueness. Eastern had crepes, Saumur
wine and cider. Northern champagnevoi famous brands such as Veuve Cliquot, Roederer,
Heidseik, Moët & Chandon, Laurent-Perrier Central to many types of cheese, cognac
and white wine Sancerre. Southwest with fatty foie gras and Bordeaux wine brand.
Particularly Paris is very famous for its coffee and cafes. Coffee here in species diversity as
well as serving form.
The traditional French dishes used a lot of fat. Tod

, the son of the city of Arras. (French
cuisine. (n.d.). Retrieved from

Characteristics of each cuisine differ about the origin of food, spices, processing
techniques, the side dishes, However, there are similarities in the cuisines of the countries
in the world are valuing the sequence of dishes throughout the duration of a meal. This is the
foundation for the development of elements of service, characteristics of the meals served.
Along with the rapid growth of the tourism industry, the development of the food
industry contribute to the birth of many systems of hotels, restaurants, fast food outlets around
the world such as Intercontinental, Accord ; Burger King, McDonald, KFC, Starbucks Coffee,
Today, visitors and locals can enjoy the culinary specialties of the different cuisines at his
regional visit and live.
The easy option and there are many more options with the well-known culinary
product makes consumers tend to pay more attention to factors such services as on-time
delivery, and service style, the important care center, From this starting stage where quality
of service is seen as part of the process of consumer products cuisine.

1.1.2 The industry of food and beverage in Viet Nam
Culinary Vietnam is calling the method of cooking, spice blending principles and
general eating habits of Vietnamese people in the country of Vietnam. But most have some
differences, culinary Vietnam still implied generalized to refer to all the popular dishes in the
community of ethnic minorities but were relatively common in the Vietnamese community.


Vietnam Cuisine featuring the middle of mixing ingredients not too spicy, too sweet
or too fatty. The extra ingredients (spices) to Vietnam processed foods are abundant.
Didier Corlou - chef of the Sofitel Hotel in Vietnam cuisine is family. He enjoy
exploring to find out about special sauces available in all daily meals Vietnam regardless of
budget or luxury. He went through a lot of land famous for fish sauce, perceived and
experienced countless interesting stories (source: />gia-noi-ve-am-thuc-viet-862.html)
According to Dr. Nguyen Nha - Institute of Food Research Vietnam, Vietnam cuisine
took root natural, delicious and healthy again recently. Very little fat, less meat, more
vegetables and fruits. From the raw material to the accompanying spices, are also eaten fresh.
During cooking, the Vietnamese prefer boiled, steamed to retain the natural taste of food.
(source: />gia-cho-am-thuc-va-pho-viet/)
While enjoying the food, mixing nature a synthetic material above become clearer as
Vietnamese people rarely eat any particular food, enjoy each dish, which is usually a meal
totality food meal from start to finish. A new feature of Vietnam cuisine that other countries,
especially Western countries do not have the spicy sauce. Fish sauce is frequently used in
most dishes of Vietnam. There are also sauces like soy sauce, soy sauce (soy). Sauce bowl of
9

rice on a platter to share, from past to present as bold taste more dishes taste better
characterized and characterization of close-knit community of Vietnamese people.
Despite the above general definition, cuisine Vietnam have different characteristics in
each region, though in each region of the sub-regional cuisine also shows characteristics.
Northern cuisine is often not the bold spicy, fatty, sweet in other areas, primarily
using diluted fish sauce, shrimp paste. Use more vegetable dishes and fresh seafood readily as
shrimp, crab, fish, clams, mussels etc and generally, ancient traditions have poor agriculture,
Northern cuisine at prevailing before the main dish with raw meat, fish. Many people
appreciate a cuisine Hanoi, said that it is the most typical representative of the culinary elite
northern Vietnam with the pho, bun thang, bun cha, the Round gift as nuggets, rolls cake
Thanh Tri etc. and special spices like belostomatid oil, basil Lang.

Accor
all its character gradually known to many in other countries like South Korea, Laos, China
and European countries have Vietnamese community occupant. You can easily find
10

restaurants Vietnam in the United States, Canada, France, Australia, Czech Republic,
Germany, Poland and Russia. Net Vietnamese dishes like pho, spring rolls and special spices
such as shrimp paste, basil is very popular in the east Asian region, including Vietnamese,
live. However cuisine Vietnam in countries around the world have more or less hybridized
with the native cuisine, or reducers, changing to better suit the taste of local communities
around the world.
In the context of global economic integration, Vietnam joined the World Trade
Organization WTO 11/1/2007, become a member Economic Cooperation Forum Asia -
Pacific APEC dated 15/11 / 1998, Vietnam targets of the integration period is 2020 to expand
bilateral cooperation, multilateral, comprehensive cooperation in the fields of politics,
economy, society with all partners and friends around the world.
Also during this period, more than 10 years ago, along with the achievements in the
fields of politics - society, economy, Vietnam has also changed markedly, especially in the
field of real estate, construction, commercial, a lot of commercial office complex, new
urban centers, shopping centers, entertainment was formed and developed. Along with the
formation and development of many fast food chains, restaurant cuisine with famous brands
in the world such as KFC, Burger King, McDonald, Lotteria, or domestic brands emerging
in Vietnam as: Seoul Garden, SumoBBQ, Highland Coffee, Long Dinh Restaurant,
Thegioinghieng 23
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5 Restaurant,

1.1.3. Introduce about the Thegioinghieng 23
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5 restaurants

Thegioinghieng-My Dinh is the first choice of customers in the region. Features of the
restaurant's biggest architectural space "strange" and "unique" to run around the lake
restaurant, with red tile roofs combine antique decorative lighting, deep, luxurious dining

woods, in the sea" come from all regions of the country.
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The Thegioinghieng 23
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5-Me Tri restaurant was established in April, 2012 at 235, the
Me Tri road, Me Tri commune, Tu Liem district, Hanoi city (Opposite Big C-The Garden,
The Senior Urban Mannor). Located within walking distance of the National Conference of
about 1000m with extensive parking and convenience, along with the rich variety of dishes,
culinary specialties of the region created great attraction for customers. Coming with
Thegioinghieng 23
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5-Me Tri, you will feel a cool space with a combination of stilt houses,
lakes, gardens, restaurant architecture in harmony with the natural course.
Thegioinghieng 23
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5-Phuc Dien restaurant was established in August 2012 at 235, the
Van Tien Dung road, Phuc Dien Commune, Tu Liem District, Hanoi. As the restaurant has
the largest area in the space sector and most unique architecture in Tu Liem district, along
with an extensive menu, introduced from many famous chefs in Hanoi, restaurant
Thegioinghieng 23
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5-Phuc Dien location is attractive to many customers.
Customers of the restaurant Thgioinghieng 23
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5 quite diverse: from children to the

accurately assess the quality of services provided to their restaurant stood on customer
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perception of consumers directly, to learn and respect the requirements and wishes of the
client.
Quality catering services depends on the quality of the implementation conditions of
food service restaurants: the implementation process of restaurant services should be based on
the facilities of the restaurant and the waiter directly in the restaurant. Visitors came to the
restaurant just for the purpose of eating, just to satisfy psychological. Guests always want to
be in a comfortable space, luxury and enthusiastic service attentive. Therefore, customers also
rely on facilities and human factors of the restaurant to assess the quality of services
restaurant. Employees want to complete customer service work should have appropriate
equipment to better serve the customer. If the restaurant does not equip the staff and
equipment necessary to fully staff the staff work hard to ensure attentive customer service.
Thus, quality catering services subject depends on the quality of the conditions for the
provision of services. The facilities of the restaurant to achieve comfort, luxury and modern.
The aesthetics of the restaurant and the safety of the installation, the equipment used must be
commensurate with rank of restaurant.
Therefore, assessment of the quality of customer service of the restaurant is the most
 perception of food service that offers restaurant is good, the level
of customer satisfaction as high.
Quality of service in the restaurant in Vietnam, especially in Hanoi and the northern
provinces is quite different than the southern provinces and the restaurant chain by opening
foreign investors in Vietnam. These studies and surveys on service quality in restaurants in
Vietnam in general and Hanoi in particular have not been clearly indicate the relationship
between quality of service received and customer satisfaction.
Based on customer perspective is most important, all efforts are towards customer
satisfaction, food industry needed a specific study on the factors affecting the quality of
service and image impact of service quality to customer satisfaction.
Therefore, a specific study on the impact of service quality to customer satisfaction in

Vietnam as a whole and in the Thegioinghieng 23
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5 restaurants.
• Step 5: Data Analysis.
• Step 6: Research Findings.
• Step 7: Conclusion.

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Chapter 2: Literature review

This chapter will define what are the service quality, perceived service quality, customer
satisfaction and introduce some previous service quality models; moreover, it will describes
the details of SERVQUAL model.

Stemming from research engines and three research purpose of this thesis, the research
to find out the title of the main factors, which include: Service Quality, Perceived service


chain case TGN23
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5) includes the following components: reliability, accessibility, the ability
to serve of personnel, empathy, and tangible media. To conclude, due to the characteristics of
15

each type of service should researchers have to adjust the SERVQUAL scale to suit each
particular study.

2.1.2. Perceived service quality
Parasuraman and his colleagues (1988, p.17) defined perceived service quality as 
 judgment about the superiority or excellence of a  and confirmed the
five-dimension model.
Gronroos (2000, p.395) has given three elements having impacts on service quality,
which are: functional quality, technical quality and corporate image. Functional quality deals
with the relationship between provider and customer in a service performance. In comparison
with technical quality, functional quality is more important as functional quality decided the
way technical quality if delivered to customers.
Omachonu,Johnson and Onyeaso,2008) explained that according to the American
Customer Satisfaction Index (ACSI), customer expectations are evaluated by asking the
customer to recall the level of quality they expected on the basis of their knowledge about
service or goods and actual experience with a goods or services.
The gap between perceived and expected quality can be well measured
by SERVQUAL (Hamer, 2006). Hence,Perceived Service Quality = Service Perception 
Service Expectation.

2.1.3. Customer satisfaction
Customer satisfaction with products and services is understood as the satisfaction of
customer transactions in the period directly and can now be understood as dealing with the
presence or absence of human Members provide services. Research on customer satisfaction

2008, p.78). Although it is stated that other factors such as price and product quality can affect
customer satisfaction, perceived service quality is a component of customer satisfaction
(Zeithaml et al. 2006, p. 106-107). This theory complies with the idea of Wilson et al. (2008)
and has been confirmed by the definition of customer satisfaction presented by other
researchers.
The literature review shows latest researches up to 2011 on the relationship between
customer satisfaction and service quality. The researches in this area have been covered so far
as below:

service quality.
              
SERVQUAL model. 2.3. Review some Models used to analyze service quality and customer satisfaction
2.3.1 ACSI
The American customer satisfaction Index (ACSI) is an economic indicator that
measures the satisfaction of consumers across the US economy. Its is produced by the
American customer. Satisfaction Index, a private company based in Arm Arbor, Michigan.
The ACSI was started in 1994 by researchers at the National Quality Research center,
a research unit within the university of Michigan, in cooperration with partner at the
American society for quality in Mlwaukee, wsconsin and CFI group in Ann Arbor.
The ACSI was based on a model originally implemented in 1989 for the Swedish
economy called the Swedish customer.
Satisfaction Barometer (SCCB), both the swedish version and the ACSI were developed by
Claves Fornell, now Donald Ccook professor of business administration at the university of
Michigan, and chairman of CFI group.
17
quality
Customer
Loyalty
Customer
Complaints
Customer
expectations
Perceived value
Customer
satisfaction
(ACSI)
18

professor Claes Fornell, one of the world leading experts in the measurement and analysis of
customer satisfaction and loyalty.
Fig. 3. The ECSI (European Customer Satisfaction Index) model. 2.3.3 The original SCSB

The original SCSB model (Fornell, 1992), shown in Fig. 1, contains two primary

19

Fig. 1. The original SCSB (Swedish Customer Satisfaction Barometer) model

The original SCSB includes a relationship from complaint behavior to customer
loyalty. Although no prediction is made regarding this relationship, the direction and size of

service and complaint handling systems (Fornell, 1992). When the relationship is positive, a
firm may be successfully turning complaining customers into loyal customers. When
negative, complaining customers are predisposed to exit.

2.3.4. Nordic model

In this model, Gronroos determined perceived quality based on a comparison between
expected quality and experienced quality of the buyers. On the right side of the image, both

 1980s by Zeithaml, Parasuraman & Berry. Servqual means to measure the scale of quality in
the service sectors.
Servqual was orginally measured on 10 aspects of service quality. It measures the gap
            
expectations.
Servqual has its detractors and is considered overly complex, subjective and
satistically unreliable.
The ten determinants that may influence the appearance of the gap were:
1. Compertence
2. Courtesy
3. Credibility
4. Security
5. Accessibility
6. Communication
7. Knowing the customer
21

8. Tangibles
9. Reliability
10. Responsiveness
By the early 1990s, the authors had refined the model to the useful acronym RATER:
1. Reliability
2. Assurance
3. Tangibles
4. Empathy
5. Responsiveness

The simplified RATER model however is a simple and useful model for quantitatively
exploring and 
delivery organizations.

23

Chapter 3 - Research Design

This chapter provide research model, the reason why to modify the SERVQUAL model and
the way of data collection and how the data shall be analyzed.

3.1. Selected model and reason to modify model
3.1.1 Modified model

Customer satisfaction is understood as the satisfaction of customer transactions in
the period directly and as dealing with the presence or absence of human members provide
services.

3.1.2. Reason to modify model
According to previous studies in this sector service restaurant chains, hotels, the
ability can approach greatly contributes to the choice of the customers as well as quality of
service customers receive.
Moreover, in order 
           
Ogorelc 1998).
In fact, there are not many customers of restaurant choices in access difficulties and
move to, as well as struggling to parking at the restaurant, especially during peak hours and in
zones Ha Noi inner suburbs. Therefore accessibility is important factor in choosing a
restaurant, and affects quality of service.
Therefore, in this study, I have more marginal accessibility model SERVQUAL model
aimed at measuring the impact of accessibility to quality of service received.

3.2. Research hypotheses
The purpose of this study is to confirm the relationship between service quality and
customer satisfaction.
25

For organizations or any individual, appearance is always important. There should be
a confirmation of whether appearance of facility, service staff or necessary equipment to
perform the task has influence on customer satisfaction. H1: Tangibility has a positive
impact on perceived service quality.
The accessibility of customers is one of the important factors to perform service
quality. It has a major influence on customer satisfaction as to the restaurant. H2:
Accessibility has a positive impact on perceived service quality.

0
5 has up-to-date equipments.
Physical facilities
2. TGN23
0
5's physical facilities are
visually appealing.