Các dịch vụ logistics và các yếu tố ảnh hưởng đến mức độ hài lòng của khách hàng khi sử dụng dịch vụ: Góc nhìn từ phía các doanh nghiệp vừa và nhỏ tại đồng bằng sông Cửu Long

Nội dung text: Các dịch vụ logistics và các yếu tố ảnh hưởng đến mức độ hài lòng của khách hàng khi sử dụng dịch vụ: Góc nhìn từ phía các doanh nghiệp vừa và nhỏ tại đồng bằng sông Cửu Long

1. Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 1 năm 2018 DETERMINANTS AFFEECTING CUSTOMERS’ SATICFACTION IN USING LOGISTICS SERVICES IN THE MEKONG DELTA FROM THE VIEWS OF SMALL AND MEDIUM ENTERPRISES CÁC DỊCH VỤ LOGISTICS VÀ CÁC YẾU TỐ ẢNH HƯỞNG ĐẾN MỨC ĐỘ HÀI LÒNG CỦA KHÁCH HÀNG KHI SỬ DỤNG DỊCH VỤ: GÓC NHÌN TỪ PHÍA CÁC DOANH NGHIỆP VỪA VÀ NHỎ TẠI ĐỒNG BẰNG SÔNG CỬU LONG MBA. Tran Thi Bach Yen Can Tho University MSc. Tran Thi Kim Dung The University of Da Nang, Kontum Campus Nguyen Phuong Hung Can Tho University Email: ttbyen@ctu.edu.vn Abstracts Comply technological era, logistics services also develop with communication and information technology, it seems to be an effective tool for enterprises in improve quality of goods and sustainable development. Furthermore, businesses are confronted with challenges of resolving efficient logistics services in order to intrigue more potential customers by demonstrating the satisfaction towards logistics services. Thus, the purpose of this article is to assess the satisfaction of small and medium enterprises (SMEs) towards logistics services in the case of Can Tho City and surrounding provinces such as Hau Giang, Vinh Long, An Giang and Kien Giang. By employing SERVQUAL model in exploratory factors analysis (EFA) and regression analysis, the study pointed out that reliability affect positively customers’ satisfaction. Findings from research reveal that there is correlation Reliability factors and the satisfaction of SMEs towards logistics services. Some suggestions for further study in terms of examining in other regions to make comparisons between such places are also addressed. Keywords: Logistics services, SMEs, SERQUAL, satisfaction, EFA. Tóm tắt Cùng với sự phát triển của khoa học công nghệ, dịch vụ logistics cũng cần phải hoàn thiện và phát triền theo để đáp ứng tốt nhất nhu cầu của người tiêu dùng, đặc biệt là doanh nghiệp sử dụng dịch vụ thì mới có thể đảm bảo cho sự phát triển của mình. Ngoài ra, việc cung cấp các dịch vụ logistics hiệu quả cũng góp phần mang lại cho các nhà công ty logistics một khối lượng lớn các khách hàng tìm năng. Từ việc khảo sát mức độ hài lòng, chỉ ra các yếu tố ảnh hưởng đến sự hài lòng của các doanh nghiệp vừa và nhỏ trên địa bàn thành phố Cần Thơ và các tỉnh lân cận. Bài viết đã sử dụng mô hình phân tích chất lượng dịch vụ Serqual, phương pháp phân tích nhân tố khám phá, và hồi quy đa biến nhằm xác định các yếu tố ảnh hưởng đến sự hài lòng của khách hàng và mức độ quan trọng của các yếu tố này đến việc tiếp tục hay ngưng sử dụng dịch vụ logistics của công ty. Nghiên cứu cho thấy, yếu tố Sự tin cậy/ tin tưởng lẫn nhau là yếu tố quan trọng nhất ảnh hưởng đến mức độ hài lòng của các DNVVN trên địa bàn. Một số giải pháp giúp hoàn thiện và nâng cao chất lượng dịch vụ Logistics phục vụ nhu cầu doanh nghiệp cũng được đề xuất. Từ khóa: dịch vụ logistics, đồng bằng sông Cửu Long, Mức độ hài lòng, sự tin tưởng. 1. Introduction As factors of production - the advanced science and technology accompanied with the division of labor on a global scale, the volume of goods and services are produced and supplied to the market. As a result, economic relationships become more complexities and abundance. From the explosion of the volume of goods and services and the narrowing of the gap in quality and prices, the competition between manufacturers is increasingly fierce, pressing producers to switch to competition in either inventory, speed of the delivery, rationalization of material flow. In the process of change and development, there are opportunities for logistics to develop more strongly, especially in the field of 861
2. Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 1 năm 2018 production and business (IMF, 2002). Gradually, when communication and information technology develops together with logistics, this is considered as one of the "infrastructure" services in the national economy and plays an increasingly important role in promoting the economy, improving quality, and sustainable development in the world. Even though opportunity for logistics will take a large percentage in the future, it faces network companies and business units with challenges to attract more customers by demonstrating a positive attitude towards the satisfaction of clients when they purchase logistics services. In the academic field, there are various studies investigating customers’ attitude towards the satisfaction of customer when using logistics service including of 3PL costs, commercial service and gray correlation method in one specific research. However, most of these carried studies are oriented to a variety of customers in foreign countries because they engaged a large percentage of early adopters of logistics service (Il-seok Sun, Dong-Kyou Yoo, and Hoe-Chang Yang, 2005; Jian Xu, 2008; Shuang Liu and Zhongmin Fang, 2009). In Vietnamese context, nevertheless, study on logistics services is limited. For instance, Le and Van (2012) investigated the development of logistics in Ho Chi Minh City - by focusing on examining 5PL – Fifth Party Logistics. Noticeably, authors have not recognized this research point although logistics services apparently has offered intriguing opportunities for making decisions of customers nowadays. Therefore, this article is pointed to assess principal attributes affecting the satisfaction of SMEs when they decide to use logistics services in major provinces of the Mekong Delta which is one of the key economic areas of Vietnam. 2. Theoretical background and hypotheses 2.1. Literature review According to Parasuraman et al. (1988), service quality can be defined as an overall judgment similar to attitude towards the service and generally accepted as an antecedent of overall customer satisfaction (Zeithaml and Bitner, 1996). Parasuraman et al. (1988) have defined service quality as the ability of the organization to meet or exceed customer expectations. It is the difference between customer expectations of service and perceived service (Zeithaml et al., 1990). Perceived service quality results from comparisons by customers of expectations with their perceptions of service delivered by the suppliers (Zeithaml et al., 1990). If expectations are greater than performance, then perceived quality is less than satisfactory and hence customer dissatisfaction occurs (Parasuraman et al., 1985; Lewis and Mitchell, 1990). Services unlike tangible products are produced and consumed at the same time in the presence of the customer and the service producer. The presence of the human element during the service delivery process greatly increases the probability of error on the part of employees and customers. This error is due to intangible behavioral processes that cannot be easily monitored or controlled (Bowen, 1986). However, although a substantial amount of service quality research has focused on service customers’ perceived service quality (Parasuraman et al., 1988; Carman, 1990; Parasuraman et al., 1991; Babakus and Boller, 1992; Cronin and Taylor, 1992; Babakus and Mangold, 1992), relatively little attention has been paid to exploring the factors that impact on service employees’ behavior with regard to delivering service quality. Because service delivery occurs during the interactions between contact employees and customers, attitudes and behaviors of the contact employees can influence customers’ perceptions of service quality (Schneider and Bowen, 1985). Moreover, Beatson et al. (2008) found that perceived employee satisfaction, perceived employee loyalty, and perceived employee commitment had a sizable impact on perceived product quality and on perceived service quality. According to Zeithaml and Bitner (1996), contact employees represent the organization and can directly influence customer satisfaction, they perform the role of marketers. Whether acknowledged or not, service employees perform marketing functions. They can perform these functions well, to the organization’s advantage, or poorly, to the organization’s detriment. According to Bettencourt and Gwinner (2006). It has the opportunity to tailor 862
3. Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 1 năm 2018 in real-time not only the services the firm offers, but also the way in which those services are delivered. Customer actions, reactions and other characteristics can have a profound influence on the actions and mannerisms of front-line service personnel (Solomon et al., 1985; Matzler et al., 2004). Customers largely establish their impressions of the organization’s level of service provision based on their encounters. Therefore, employees involved in the delivery of front-line services can provide valuable information for improving service. They are knowledgeable about the strengths and weaknesses of the service through their contact with customers and this is an important form of feedback that can be used by organizations in decision-making to better serve customers. Research has established a positive correlation between the attitudes of employees and those of customers, including employee and customer perceptions of service quality (Schneider and Bowen, 1985). 2.2. Theoretical background and the conceptual model Studies show that service quality and customer satisfaction are closely related, quality of service is the cause and satisfaction is the result (Chow and Luk, 2005). The relationship between the quality of the logistics service and the satisfaction of SMEs towards logistics service is the same, the quality of the service has a positive impact on the feeling of SMEs. Research in service quality and customer satisfaction has been systematically conducted by researchers for many years. Among them is a well-known model of the Servqual model (Parasuraman et al., 1988). The SERVQUAL model proposes that customers evaluate the quality of a service on five distinct dimensions: Reliability, Responsiveness, Assurance, Empathy, and Tangibles. The SERVQUAL instrument consists of 22 statements for assessing consumer perceptions and expectations regarding the quality of a service. Perceived service quality results from comparisons by consumers of expectations with their perceptions of service delivered by the service providers (Zeithaml et al., 1990). It can be argued that the factor underpinning the delivering of good perceived service quality is actually meeting the expectations of the customers. Thus, excellent service quality is exceeding the customers’ expectations. Zeithaml and Bitner (2000) suggested that customer expectations are beliefs about a service that serve as standards against which service performance is judged. Parasuraman et al. (1988) suggested that customer expectations are what the customers think a service should offer rather than what might be on offer. Zeithaml et al. (1990) identified four factors that influence customers’ expectations: word-of-mouth communications; personal needs; past experience; and external communications. A gap is created when the perceptions of the delivered service is not as per the expectations of the customer. This gap is addressed by identifying and implementing strategies that affect perceptions, or expectations, or both (Parasuraman et al., 1985; Zeithaml et al., 1990). Parasuraman et al. (1988) stated that SERVQUAL had been designed to be “applicable across a broad spectrum of services” and the format could be adapted to fit specific needs, and that it would be most valuable when used to track service quality trends periodically. They proposed that the SERVQUAL model could be extended to measure gaps in quality and could therefore be used as a diagnostic tool to enable management to identify service quality shortfalls. The gap score is calculated by the perception statements being deducted from the expectation statements. If any gap scores turn out to be positive then this implies that expectations are actually being exceeded. This allows service managers to review whether they need to re-deploy resources to areas of underperformance Wisniewski, 2001). The SERVQUAL instrument ascertains the level of service quality based on the five key dimensions and also identifies where gaps in service exist and to what extent. 2.3. Research hypotheses 2.3.1. Reliability As mentioned in the SERVQUAL model, reliability is the ability to perform the promised service dependably and accurately. Reliability is a component of quality of service (Parasuraman et al., 1985, 1988). Confidence will be information that creates credibility, generates information about a good service or guarantees the reputation of the service. A logistic service, for example, is valued more 863
4. Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 1 năm 2018 by customers than competitor's services, which will bring more satisfaction to customers when comparing - reliability also influences the perception of customers in overall quality and significantly impact customers’ satisfaction on the service. Consequently, the following hypothesis is suggest: H1: Reliability has a positive influence on SME’s attitudes towards logistic companies. 2.3.2. Responsiveness Responsiveness correlatives with the extent that firms in logistics willing to help customers and to provide prompt service. A high availability, responsive and user-friendly delivery system will create customer satisfaction. In terms of other service factors (price or service reliability) - the supplier who is able to respond faster, better, and more friendly staff would be preferred by customers. They are also have a high level of satisfaction when there is a chance to compare services amongst suppliers. In other words, the responsiveness has a positive effect on customers’ satisfaction with the service. This has been demonstrated in a number of studies in various fields, such as Durvasula & Lysonski. S.S (2010), Zarei et al. (2012). Therefore, this study establishes a hypothesis below: H2: Responsiveness has a positive influence on SME’s attitudes towards logistic firms. 2.3.3. Assurance Assurance including competence, courtesy, credibility, and security which relates to the knowledge and courtesy of employees and their ability to convey trust and confidence. An empirical study of tourism service in Turkey. The previous studies have revealed that assurance has a positive influence on customers’ attention to use tourism services in Turkey (Atilgan et al., 2003). Similarities in proposing the influence of assurance on users’ satisfaction are also related, for example, Mostafa’s study (2005) relates to use health-care services in Egypt. Therefore, the following hypothesis is formulated: H3: Assurance has a positive influence on SME’s attitudes towards logistic firms. 2.3.4. Empathy Empathy is the expression of the concern of employees and supervision at the logistics firms constantly pay attention to the special needs of customers. Therefore, the interest will covey the quality of service and bring the trust to customers in the qualified service of SME's. This has been verified by a number of studies by Babakus and Mangold (1992); Seth, K Momaya and Gupta (2008). Resultantly, the hypotheses is formulated: H4: Empathy has a positive influence on SME’s satisfaction towards logistic companies. 2.3.5. Tangibles Tangible means of transportation are reflected in the following aspects: physical facilities, equipment, personnel and communication materials. Through the above aspects, SMEs have a positive assessment of the tangible elements of the logistics company including satisfaction and perception to services. The physical facilities and means of the enterprise greatly transfer a signal for "promise of good service" to customers. Preceding studies show that tangibility have a positive effect on customers’ satisfaction, such as that of Atilgan et al. (2003), Chow and Luk (2005), and Zarei et al. (2012). As a result, the following hypotheses is framed: H5: Tangibles has a positive influence on SME’s satisfaction towards logistic companies. 864
5. Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 1 năm 2018 Reliability H1 Responsiveness H2 H3 Assurance The satisfaction H4 of SME’s Empathy H5 towards logistics Tangibles Figure 1. The research conceptual model 2.4. Data description and methodology 2.4.1. Data description According to Hair et al. (2010), the observation should be larger at least 4-5 times than the number of variables in order to be consistent with the exploratory factor analysis (EFA) method. The survey was conducted from August to December of 2017. The five-point Likert-scale was used in the record (1 = strongly disagree to 5 = strongly agree) for eight groups of questions, representing each factor of the hypotheses. Questionnaires were distributed to 30 small and medium logistics companies in the Can Tho City and key five provinces by direct interviews. From 30 surveys in the target sample, all 30 responses were used for analysis, indicating a response rate of 100%. The non-response bias was also evaluated by comparing early responses and late responses (Armstrong and Overton, 1977). The results from t-test analysis showed that there is no significant difference with regard to all variables analyzed, so the nonresponse bias is not a problem in this study. The profile of respondents can be seen in Table 1. Table 1: Demographic profile of respondents Source: Survey by authors, 12/2017. Forms of business Frequency Percentage Private business 11 36.7 Limited liability company 14 46.7 Joint Stock Company 2 6.7 State-owned enterprise 2 6.7 Wholly foreign-owned company 1 3.3 Total 30 100 Payments Transfer 19 63.3 Cash 9 30.0 L/C 1 6.7 Total 30 100 Markets Domestic 28 93.3 Oversea 2 6.7 Total 30 100 Means of transport Trucks 21 70 Container trucks 7 23.3 Container ships 2 6.7 Total 30 100 865
6. Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 1 năm 2018 2.4.2. Methodology This article is to test the concentrated hypotheses primarily by applying correlation test and multiple linear regression. However, it was necessary to apply a reliability test and factor analysis to group of 22 items into these constructed variables of the research model. All these analyses were carried out by SPSS packages. In the reliability tests, Cronbach’s alpha is used for determining the level of support for each item’s inclusion in the analysis. The factor analysis transforms a list of items into new variables as groups in which these items have the same meaning. Particularly, the study conducted EFA with varimax rotation method. Table 2: Measures used in the model Indicators Measurement items [REL1] Logistics companies always follow the commitments [REL2] Logistics companies do not make any mistakes during the service provider Reliability [REL3] Complaints or questions are always resolved satisfactorily [REL4] Logistics companies provide the right service right from the first time [REL5] Logistics companies supply timely service to customers [RES1] Logistics staffs permanently pay attention to respond quickly towards customers [RES2] Logistics assistants always update service charges when customers need Responsiveness [RES3] Logistics staff are available to help customers every time [RES4] Firms let customers know when they need to do service on all occasion [ASS1] The service styles of firms create trust absolutely [ASS2] Customers obtain the security when using the service at these firms Assurance [ASS3] Logistics companies always prove their professional skills [ASS4] Employees always properly greet clients [EMP1] Firms always put customers first [EMP2] Logistics always listen to the specific needs Empathy [EMP3] Firms always guarantee the customers confidential information [EMP4] Logistics companies always work at convenient times [EMP5] Logistics companies always care for their customers [TAN1] Warehouse system is state-of-the-art [TAN2] Means of conveyance are diverse and full (container trucks or container ships) Tangibles [TAN3] Employees' uniform is decent [TAN4] Infrastructures are clean and arranged [SAT1] Customers satisfy with fees [SAT2] Customers satisfy with warehouse systems [SAT3] Customers satisfy with the service attitude Satisfaction [SAT4] Customers satisfy with after-sales policy [SAT5] Customers satisfy with transport services [SAT6] Customers satisfy with execution time Source: Surveyed by authors, 12/2017. The Varimax rotation method is used as a common way to generate components. Furthermore, according to Hair et al. (2010), the Varimax rotation is more likely to give a clearer separation of factors. As a result, the number of components and items beyond the components will be established. Hair et al. (2010) suggests that further analysis will continue after rejecting factors with an eigenvalue of less than 1.0 and obviously retaining factors with an eigenvalue of more than 1.0. The loading of 0.5 was used as a minimum cutoff point in the EFA. That was not the final research’s objectives. With 866
7. Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 1 năm 2018 regards to determining predictable elements of attitudes towards using logistics service, linear regression analysis was accepted. This technique allows predicting dependent variables, which are attitudes towards using logistics service depends on independent variables resulting from the factor analysis. Likewise, how much each independent variable affects attitude was also determined. 3. Empirical results and discussions 3.1. Factors affecting the satisfaction of SME’s when using logistics services Table 3 illustrates value of Cronbach coefficients (α) of all scales that were implied to carry out the research model. According to Nunnally and Bernstein (1994), a stricter minimum requirement for the scale reliability is 0.70 but a liberal minimum requirement of 0.60 is accepted as well (Churchill, 1979; Peter, 1979). A corrected correlation is required higher than 0.3 (Hair et al., 2010). Thus, risk acceptance variables are removed as they do not impersonate well. Table 3: The reliability of scale Items Variable Cronbach's Alpha Reliability REL1, REL2, REL3, REL4, REL5 0.826 Responsiveness RES1, RES2, RES3, RES4 0.807 Assurance ASS1, ASS2, ASS3, ASS4 0.808 Empathy EMP1, EMP2, EMP3, EMP4, EMP5 0.774 Tangibles TAN1, TAN2, TAN3, TAN4 0.650 Satisfaction SAT1, SAT2, SAT3, SAT4, SAT5, SAT6 0.864 Source: Analyzed by SPPS 16.0, 01/2018. The result of exploratory factor analyses by accepting fundamental components with the Varimax rotation method are witnessed in Table 4. All of these items were appropriately grouped with the preceding expectation which was determined by the factor loading > 0.5 (Hair et al., 2010). The result of the correlation analysis is shown in Appendix. The correlation values prove the relationship among variables. As can be seen that, all of these factors (REL, RES, ASS, EMP, TAN) are monitored to possibly and significantly with the satisfactions towards the using logistics services {(0.806, 0.000); (0.542, 0.001); (0.405, 0.013); (0.589, 0.000); (0.480, 0.004) respectively}. This clarifies that the more reliability, responsiveness, assurance, empathy, and tangibles have, the more satisfaction they will obtain towards the using logistics services. Table 4: Factor loading of EFA Variable Factor loading Variable Factor loading REL1 0.902 SAT2 0.825 REL2 0.746 SAT6 0.795 REL5 0.610 SAT3 0.784 REL3 0.585 SAT4 0.772 RES2 0.595 SAT5 0.745 RES3 0.577 SAT1 0.736 RES1 0.576 KMO: 0.767 Sig.: 0.000 RES4 0.540 % of Variance: 60.358 867
8. Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 1 năm 2018 ASS4 0.782 ASS2 0.726 ASS1 0.694 EMP1 0.851 EMP3 0.790 EMP5 0.608 EMP2 0.599 TAN1 0.905 TAN3 0.643 TAN2 0.862 TAN4 0.779 KMO: 0.536 Sig.: 0.000 % of Variance: 57.641 Source: Analyzed by SPPS 16.0, 01/2018. The Table 5 illustrate the result of regression analysis that is used to discriminate the influence of the individual independent variables in founding the satisfaction of SME’s when using logistics services The value of correlation coefficient (R) indicates a measure of prediction quality. The higher of R is, the better the independent variables will affect the dependent variable. The value of R accounts for 0.837 discloses that there are some independent variables might not effectively predict for the dependent variable or some variables that were not put into the model yet although the index is good. This model explains 70.1 percent variance of the satisfaction of SME’s when using logistics services. That is good enough to indicate this model for forecasting the impacts on the satisfaction of SME’s when using logistics services. Table 5: Regression Analysis Unstandardized Coefficient Collinearity Statistics Model T Sig. β Std. Error Tolerance VIF (Constant) -0.210 0.699 -0.301 0.766 - - EMP 0.085 0.159 0.532 0.600 0.492 2.034 REL 0.634 0.152 4.178 0.000 0.530 1.888 TAN 0.125 0.157 0.795 0.434 0.590 1.695 RES 0.073 0.182 0.401 0.692 0.604 1.656 ASS 0.163 0.170 0.958 0.348 0.819 1.221 Dependent: Satisfaction (SAT) R: 0.837; R Square: 0.701 Durbin-Watson: 2.127 F: 63.476; P value: 0.000 : Significant at p value = 0.01 Source: Analyzed by SPPS 16.0, 01/2018. 868
9. Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 1 năm 2018 The variables REL is the major factor affecting the satisfaction since it has meaningful value of Sig. at 0.000 and the values of beta is 0.634. The values indicate that reliability has a significant impact on the dependent variable of the satisfaction of SME’s when using logistics services. It can be known that when clients recognize more trustworthiness, they will rise their satisfaction positively and continue consuming services. Nevertheless, as can be seen from the results, the rest of independent variables experience a non-significant relationship with the satisfaction variable. It means that this study does not prove yet the impact of other variables on the satisfaction of SME’s when using logistics services. 3.2. Discussion The primary objective of this paper is to investigate the emphasized factors influencing the satisfaction of SME’s when using logistics. The findings consequently validate the considerable factor of reliability that reveal the same results with the outcome of study by (Parasuraman et al., 1985), and that can give some managerial implications further. First and foremost, the results confirm hypothesis 1 in the confirmation of reliability influence strongly the satisfaction of SME’s when using logistics. The study’s outcome supports the SERVQUAL model in which validate the influence of reliability on the positive attitudes of customers. The results are commensurate with the studies by Matzler et al. (2004), Schneider and Bowen (1985), and Chow and Luk (2005).This essentially indicates that, in the case of receiving a positive attitude of consumers, it will depend on trustworthiness. Understandably, users (SMEs) in this sample can take benefits in the characteristic promotion and other useful related information transferred to support consumption purpose and signify indispensable replacement in using logistics service. Furthermore, in the paradigm clients make no decision to buy services immediately after getting reliability, yet they feel satisfied with the service. Therefore, it fosters service providers to generate suitable solutions that focus on promotion aims. Lastly, the outcome did not find the impact of either responsiveness, assurance, empathy or tangibles on customers’ satisfaction. It shows that the study’s outcome is not in accordance with the evidence of these factors in affecting customer perceptions of service quality (Zeithaml and Bitner, 1996; Bettencourt and Gwinner, 2006). This is an important form of feedback that can be used by organizations in decision-making to better serve customers. 4. Conclusion and limitations This practical study explores some drivers influencing the satisfaction of SMEs towards logistics service in Can Tho City and key five provinces. It highlights the positive relationship between reliability and satisfaction, whereas either responsiveness, assurance, empathy or tangibles have positive effects and do not have the statistical significance in the model. Also, it implies that SMEs are only satisfied in terms of logistics services when the logistics companies bring correctly the confidence and entrust in the high quality of the service. Nonetheless, the level of satisfaction of SMEs is also affected by local policies, government regulations – as factors influence the trustworthiness is diverse, the final results is valid only within this study. Besides, with the fast-paced development of the economy, the logistics have a significant role to play in the development not only in Can Tho City and key five provinces but also in the whole nation. The development of the logistics industry depends on the degree of trustworthiness. Therefore, in short term, this study is considered as a new methodology that affects the attitudes towards SMEs. There are some limitations need to be addressed. First of all, this study did not find the effect of other factors on the satisfaction of respondents in the sample because the sample did not focus on any specific group. In addition, the linear regression analysis has some limitations, for instance, that did not help separate other variables that are different when compared to variables in SERVQUAL model. Although participants in this sample may represent a varied viewpoint of the various segments in Can Tho City and key five provinces; they have some barriers to respond to this survey which can affect the reliability of constructs. Consequently, further studies could be suggested enlarging the sample size and dividing in one target group of customers. Secondly, logistics services are not really improved in 869
10. Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 1 năm 2018 the area, mainly used transport services are varied. As most of them are small and medium enterprises, importing and exporting activities are limited. Logistics services such as customs declaration, importing and exporting documents, and warehouses system are not top-rated. Lastly, another limitation concerns the research range location where the study only examines in Can Tho City and key five provinces. Hence, further investigation is intended for examining the logistics in other regions in Vietnam to make comparisons amongst regions. REFERENCES 1. Armstrong, J.S., Overton, T.S., (1977). Estimating nonresponse bias in mail surveys. Journal of Marketing Research. 14(3): 396-402. 2. Atilgan.E, Akinci.S & Arsoy.S, (2003). Mapping service quality in the tourism industry. Managing service quality. 13(5): 412 – 422. 3. Babakus, E. and Boller, G.W., (1992). An empirical assessment of the SERVQUAL scale. Journal of Business Research. Vol. 24: 253-68. 4. Babakus, E. and Mangold, W.G., (1992). Adapting the SERVQUAL scale to hospital services: an empirical investigation. Health Services Research. 26(2): 67-86. 5. Bettencourt, L. A., Gwinner, K. P., & Meuter, M. L., (2006). A comparison of attitude, personality, and knowledge predictors of service-oriented organizational citizenship behaviors. Journal of Applied Psychology. 86: 29-41. 6. Bowen, D. E., (1986). Managing Customers as Human Resources in Service Organizations. Human Resource Management. 25: 371-383. 7. Carman, J.M., (1990). Consumer perceptions of service quality: an assessment of the SERVQUAL dimensions. Journal of Retailing. Vol. 66: 33-55. 8. Chow.C.C & Luk.P., (2005). A strategic services quality approach using analytic hierarchy process. Management service quality. 15(3): 278-279. 9. Churchill, G.A.Jr., (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research. 16(1): 64-73. 10. Cronin, J.J. Jr and Taylor, S.A., (1992). Measuring service quality: a re-examination and extension. Journal of Marketing. Vol. 56: 55-68. 11. Durvasula.S & Lysonski.S.S., (2010). Diagnosing service quality in retailing: The case of Singapore. Journal of international business entrepreneurship development. 5(1): 1-17. 12. Hair, J.F. Jr, Black, W.C., Babin, B.J., and Anderson, R.E., (2010). Multivariate Data Analysis: A Global Perspective, Seventh Edition. Pearson Prentice Hall. New Jersey, 800 pages. 13. Il-seok Sun , Dong-Kyou Yoo and Hoe-Chang Yang, (2005). The Empirical Study of Logistics Service Quality Factors influencing Service Satisfaction on Supplying the Industrial Goods in the Tourism and Leisure Industry: Focusing on the Moderating Effects of Job Types. International Journal of u- and e - Service, Science and Technology. Vol.9, No. 4 (2016): 204-206. 14. IMF, (2002). World economic outlook: Trade and Finance. Economic prospects and policy issues. 2: 72-73. 15. Jian Xu, (2008). Logistics Service Quality Analysis Based on Gray Correlation Method. International Journal of Business and Management. Vol. 3, No. 1: 58-62. 16. Le and Van, (2012). Studying the factors affecting the development of logistics in Ho Chi Minh City (Unpublished doctoral dissertation). University of Economics Ho Chi Minh City. 17. Lewis, B.R. and Mitchell, V.W., (1990). Defining and measuring the quality of customer service. Marketing Intelligence & Planning. 8(6): 11-17. 870
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