Nâng cao chất lượng dịch vụ phân phối tại công ty Unilever Việt Nam

Nội dung text: Nâng cao chất lượng dịch vụ phân phối tại công ty Unilever Việt Nam

1. Kỷ yếu Hội thảo quốc tế “Thương mại và phõn phối” lần 1 năm 2018 IMPROVING QUALITY OF DISTRIBUTION SERVICES IN UNILEVER COMPANY VIETNAM NÂNG CAO CHẤT LƯỢNG DỊCH VỤ PHÂN PHỐI TẠI CễNG TY UNILEVER VIỆT NAM MBA. Vo Van Hien Tien Giang University Email: vohienkt89@gmail.com MBA. Nguyen Thi Bich Tuyen Department of Transport Tien Giang Email: bichtuyen.gtvttg@gmail.com Abstract The purpose of this study is to examine the impact of quality components of distribution services on the customer satisfaction of Unilever Vietnam. The theoretical model developed by Vo Quoc Huy (2012) is adapted from the model of Parasuraman et al. (1988), with the survey respondents being distributors in the modern sales channel. Research results show that there are six components that truly influence and influence customer satisfaction, which is the degree to which the effects are reduced, namely, responsiveness, tangible means, translation support, reliability, serviceability, and product composition. By analyzing and evaluating the current status of distribution services at the company in combination with the research results, the author provides a number of recommendations to advise managers of companies and distributors to improve quality distribution services at the company. Keywords: Quality, delivery service, satisfaction, Unilever Vietnam Túm tắt Mục đớch của nghiờn cứu này là xem xột ảnh hưởng của cỏc thành phần chất lượng dịch vụ phõn phối đến sự hài lũng khỏch hàng của cụng ty Unilever Việt Nam. Mụ hỡnh lý thuyết được phỏt triển dựa vào nghiờn cứu của Vừ Quốc Huy (2012), điều chỉnh từ mụ hỡnh của Parasuraman & cộng sự (1988), với đối tượng khảo sỏt là cỏc nhà phõn phối trong kờnh bỏn hàng hiện đại. Kết quả nghiờn cứu chỉ ra rằng cú sỏu thành phần thật sự cú ảnh hưởng và tỏc động tớch cực đến sự hài lũng khỏch hàng, sắp xếp theo mức độ ảnh hưởng giảm dần, đú là tớnh đỏp ứng, phương tiện hữu hỡnh, dịch vụ hỗ trợ, tớn tin cậy, năng lực phục vụ và thành phần sản phẩm. Qua việc phõn tớch, đỏnh giỏ thực trạng dịch vụ phõn phối tại cụng ty kết hợp với kết quả nghiờn cứu, tỏc giả đưa ra một số khuyến nghị để tư vấn cho nhà quản lý cụng ty, nhà phõn phối nhằm nõng cao chất lượng dịch vụ phõn phối tại cụng ty. Từ khúa: Chất lượng, dịch vụ phõn phối, hài lũng, Unilever Việt Nam 1. Problem January 11, 2007, marked an important milestone in the process of economic integration, international when Vietnam officially joined the World Trade Organization (WTO), which is also a prerequisite for Vietnam joined the Treaty of Free Trade (FTA) later, such as the Agreement of Economic Partnership Vietnam - Japan in 2008, the Alliance of Economics Vietnam - Asia-Europe 2015, and most recently Agreement For Comprehensive cooperation & Progress Trans-Pacific (CPTPP) 2018. this was, is and will bring particular benefits in economy, trade and services, empowering Vietnam in the international arena, contribute to promote the export of goods to major markets such as Japan, Australia, as well as to attract external investment into our country. For businesses in Vietnam, here is an opportunity and challenge to them to enhance their competitiveness, improve the quality of goods and service activities to meet the increasing needs of customers if not cut or lose their market share. 294
2. Kỷ yếu Hội thảo quốc tế “Thương mại và phõn phối” lần 1 năm 2018 In this situation, besides the provision of goods, businesses have to provide additional services to add value for customers. As for the consumer goods industry fast, the enterprise providing services of high quality for distributors play an important role because they are customers, is the decisive factor in sales & prestige of business now, by all means, now have to achieve their satisfaction. Customers (distributors) have very great influence, they can penetrate, drill and intimidation within the enterprise, they have the right to put pressure on businesses in terms of price, quality goods, services, trade discount policy as well as the marketing policy when bringing goods into their system. Unilever Vietnam is one of the leading businesses providing consumer goods with a network of wide distribution, diversity, therefore, to ensure the provision of distribution services with high quality to serve this customer is crucial to the survival of the enterprise. From there, the goods should reach final consumers easier, contribute to improving competitiveness, reducing the pressure of this group of customers to the business. Vo Quoc Huy (2012) also had research on the quality of service delivery activity at Unilever Vietnam, but with the data surveyed in 2011. Also in this study, survey data in 2017, the research context has changed dramatically, the competition in the distribution of goods and services were more severe, authors expect that this study will result found differences alongside the similarities compared with previous studies. From the above problems, the authors believe that the study the influence of the quality components distribution services to the satisfaction of customers at Unilever Vietnam, then consider the impact associated with analyze and assess the status of distribution services at the company in order to make recommendations to enhance the quality of distribution services of Unilever Vietnam is a matter of implementation and reviews means in this context. 2. Theoretical Foundations & research model proposed 2.1. Service Services are acts, processes, and how to perform a certain task in order to create value for customers to use, satisfying the needs and expectations of customers (Zeithaml & Britner, 2000). Kotler & Armstrong (2004), is the active service or benefit that businesses can offer to customers to establish, strengthen and expand long-term partnerships with customers. International Organization for Standardization (ISO), ISO 8402, the service is the result generated by the operation of contact between suppliers with customers and internal operations of the suppliers to meet the needs of customers. There are many concepts of service is expressed in many original varying but generally the service is operating intentionally in order to meet the needs of certain human, characteristics of service does not exist in the form of specific products as commodities that it serves directly for certain needs of society. 2.2. Service quality Service quality ISO 8402 is set according to the characteristics of an object, that object gives the ability to satisfy the requirements stated or implicit. Can understand quality of service is the customer satisfaction as measured by the difference between quality expectations and quality achieved. Feigenbaum (1988), the quality of the decision of the customer based on practical experience with the product or service, measured based on the requirements of the customer, these requirements can be or not stated out, be conscious or simply feel, entirely subjective or professional nature in a competitive market. Lewis & Mitchell (1990), Asubonteng et al (1996), quality of service is a service level that meets the needs and expectations of customers. Edvardsson et al (1994), that quality of service is a service that meets the expectations of our customers, to satisfy their needs. Nguyen Dinh Tho and Nguyen Thi Mai Trang (2003), Bui Nguyen Hung and Nguyen Thuy Quynh Loan (2010), each client often feel differently about quality, so the participation of clients in the development and reviews the quality of service is very important, which is determined based on the perception or their feelings related to individual needs. Parasuraman et al (1988), quality of service is the gap between customer expectations and their perception when used via the service. Parasuraman is considered the first to 295
3. Kỷ yếu Hội thảo quốc tế “Thương mại và phõn phối” lần 1 năm 2018 research the quality of services specifically and in detail in the marketing field. He explained that for the prediction of the best customer is identifying and understanding their expectations. The development of a system to identify the expectations of customers is necessary, and even then we have a quality strategy for effective service. This can be considered as a most general concept implies full meaning of service and it is also the most accurate when considering the quality of service the customer standpoint, customer centric view. 2.3. The decisive factor in the quality of service Service quality is measured by several factors and accurate identification of these factors depend on the nature of the service and research environment. There are many authors have studied this problem but the most popular and best known are the criteria for assessing the quality of service Parasuraman et al. Model of Parasuraman et al (1988), generalized service quality into 5 specific factors are as follows: 1- the reliability, 2- to meet the, 3- visible means, 4 - capacity for service, 5- empathy. On the basis of research on the quality of service and legacy of Parasuraman theory et al (1988), Do Tien Hoa (2007) has also drawn into 5 other factors of quality of service, including: 1- the considerate, 2- caring, 3- commitment, 4- useful, 5- perfection. 1990, Grửnroos has conducted research and made 6 factors measuring the quality of service as follows: 1. To be professional, 2- competent service, 3- with convenience, 4- with confidence, 5 - credibility, 6- capable of resolving complaints. In 2001, Sureshchandar et al also provides 5 factors affecting quality of service include: 1- the core service elements, 2- human factors, 3- technical factors, 4- factor tangible, 5- community factors. Factors measure the quality of service is determined very diverse vary fields of research. Therefore, the study material is raised above is the basis for the authors refer to the specific identification of service quality scale in the field of fast moving consumer goods. 2.4. Service quality model in the enterprise SERVQUAL model (Parasuraman, 1998) This is the model of service quality research dissemination and applied the most in the marketing research. Accordingly, the quality of services in general can not identify which depends on the customer's perception of the service and the comments are reviewed on many factors. SERVQUAL model is built based on the quality of service perspective feel that the comparison between the expected values / expectations and the value customers perceive. SERVQUAL consider two main aspects of the quality of services is the result service and service providers, has been studied through 21 scale of five criteria: 1- the reliability, 2- response, 3- visible means, 4- capacity serving and 5- empathy. SERVPERF model (Cronin & Taylor, 1992) Model SERVPERF been developed based on the model SERVQUAL but measuring quality of service on the basis of quality assessment services performed rather than the gap between quality expectations and perceived quality. Model FSQ and TSQ (Grửnroos, 1984) According to Grửnroos, quality of service to be considered based on two criteria: functional quality (FSQ: Functional Service Quality) and technical quality (TSQ: Technical Service Quality) and quality of service is affected strongly by business image. Thus, Grửnroos gave three factors affect the quality of service is functional quality, technical quality and corporate image (referred to as model FTSQ). 2.5. Customer satisfaction Spreng et al (1996), customer satisfaction is considered the cornerstone of the marketing concept of satisfying the needs and their wishes. There are many different views on the evaluation of customer satisfaction. The satisfaction of customers is their reaction on the differences perceived between the experiences already know and expectations (Parasuraman et al, 1988), ie experience known customers when using a service and results after the service is provided. 296
4. Kỷ yếu Hội thảo quốc tế “Thương mại và phõn phối” lần 1 năm 2018 Kotler & Keller (2006), satisfaction is the degree of the state of feeling of a person stems from the comparative perception of a product compared to expectations of that person, satisfaction with three levels is felt received not satisfied, feel satisfied, feel as satisfying and enjoyable. Kano (1984), each customer has 3 levels of needs: basic needs, needs expression, latent demand. A common theory for review of customer satisfaction theory "Expectations - Confirm". The theory was developed by Oliver (1980) and is used to study customer satisfaction with the quality of the services or products of an organization. Theory consists of two processes independent small impact to customer satisfaction: service expectations before purchasing this service and feel after the experience. Through review of the researchers could see customer satisfaction as the impact on the target, the development strategy of the company. Satisfying customer needs is critical in efforts to improve service quality, enhance competitiveness. Customer needs are met is an important element to maintain long-term success of the business and business strategy suited to attract and retain customers (Zeithaml et al, 1996). 2.6. The relationship between service quality and customer satisfaction The relationship between service quality and customer satisfaction is the theme given researchers a lot of discussions. The majority of research on customer satisfaction in the service sector has been made, generally concluded that the quality of service and satisfaction are the two concepts are differentiated. The satisfaction of customers is a general concept to express their satisfaction when consumers a service, also said the quality of service is of interest to the specific components of services (Zeithaml & Britner, 2000). Oliver & Westbrook (1993), quality of service affects the level of customer satisfaction. Quality of service is determined by many different factors, is a decisive factor section of satisfaction (Parasuraman, 1988). Many studies practical relationship between service quality and customer satisfaction. Cronin & Taylor (1992) has tested this relationship and concluded that the perceived quality of service leads to customer satisfaction. The study concluded that quality of service is the premise of satisfaction and is a key factor affecting satisfaction, want to improve the satisfaction of customers, service providers must improve the quality of services service. In other words, quality of services and satisfaction of customer relationship a mutual, closely together, in which quality of service is what was created first and then decided to the satisfaction line. Causal relationships are key issues in most of the research on customer satisfaction. 2.7. Distribution services Distribution of marketing activities is a concept of business, to guide and implement the transfer of ownership between sellers and buyers, while implementing the organization, conditioning, coordination organizations middle different time ensuring that goods reach and maximum exploitation of all kinds of market demand. Distributed as intermediaries important in the process of circulation of goods, with nature is changing the geographical location of the goods, as a bridge between producers and consumers, creating a mismatch between supply and demand. So distribution activity is created for social services: - Reduce transaction cost savings, achieve satisfaction in the best way. - Implement improvements merchandise uniform designs, overcoming limitations of commodities, technical and financial aspects of each individual manufacturer. - Consumers easily find products, they become closer to them. 297
5. Kỷ yếu Hội thảo quốc tế “Thương mại và phõn phối” lần 1 năm 2018 - Goods consuming, require intermediary distribution system to ensure the goods are circulated quickly. 2.8. Service quality measurement 2.8.1. Model service quality measurement 5 component model service quality the scale SERVQUAL is servqual popular model and is used extensively in the marketing research, are very useful in generalizing the measure of service quality. Authors select models SERVQUAL model theory in the study of the influence of the quality of service to deliver to the customer's satisfaction. The scale SERVQUAL to measure the perception of the services through five service quality components, including reliability, responsiveness, service capacity, empathy & visible means. Parasuraman et al (1993) assert that the scale SERVQUAL complete service quality and reliability are applied to all types of different services as well as in many different markets. However, results of inspection of the fact that quality of service is not consistent with each other in each of the services and the different markets where it has to be adjusted to suit each type of service and each regional market. Such as Dabhokar et al (1996) have built scale 5 components of retail service quality in the supermarket: 1- visible means, 2- reliability, 3- waiters, 4 - resolve complaints, 5- policy store. Lobo et al (2000), when studying the retail services of electronic goods in supermarkets in Singapore, offering quality service model adjustments, consisting of 5 components: 1- The service staff, 2- facilities, 3- cargo, 4- trust, 5- parking lot. Nguyen Dinh Tho and Nguyen Thi Mai Trang (2003), study quality of service supermarket customer's perspective, the model also includes five components: 1- The commodity, 2- capable of serving staff , 3- exhibited in the supermarket, 4- the supermarket premises, 5- safe in the supermarket. Nguyen Dinh Tho et al (2003) tested SERVQUAL market area outdoor recreation in HCM city, service quality consists of four components: 1- the reliability, 2- service capability employee, 3- exhibited in the supermarket, 4- the supermarket premises, 5- safe in the supermarket. Nguyen Dinh Tho et al (2003) tested SERVQUAL market area outdoor recreation in HCM city, service quality consists of four components: 1- the reliability, 2- service capability employee, 3- empathy, 4- visible means. Depending on specific characteristics of the types of services fast moving consumer goods distribution, the author will adjust the scale SERVQUAL to suit the characteristics of fast moving consumer goods industry in this particular study. 2.8.2. Features of distribution services fast moving consumer goods Distribution service is a service consumer goods distribution. The difference between the distribution of consumer goods with other products is on the consumer, customers use every day in large numbers, it is to be right, therefore, to ensure the goods are always present at the point of sale is the paramount duty of a distribution system. Besides for consumer products, other companies in the same field are similar products on the market in terms of type and features. Eg laundry detergent Omo (Unilever) and Tide (P&G), fabric softener Comfort (Unilever) and Downy (P&G), Rexona and Romano, Safegard and Lifebuoy , so the risk of the product being replaced is very high, demanding ask the service distribution companies to ensure fast, accurately with high reliability to increase capacity to meet the investment and relentless research of new product. Also, according to the specific characteristics of the fast moving consumer goods sector, the company's customers are not just consumers, but rather half of those distributors. These customers are of considerable importance, they can drill and threatened even within the company, they have the power to influence the price and quality of products as well as marketing policy when put products into their systems. Especially in the retail channel modern companies suffered a small pressure, so the distribution services of the company bearing the task of paramount importance, not only to meet the expectations of customers goods but also empowering for distributors. 298
6. Kỷ yếu Hội thảo quốc tế “Thương mại và phõn phối” lần 1 năm 2018 In addition to the characteristics of the general distribution services, distribution services fast moving consumer goods in modern sales channel also has the following characteristics: - Firstly, consumer products are diverse, high quality and safety for the user, provide adequate quantities, brings satisfaction to customers. - Second, the fast moving consumer goods to meet consumer demand for daily, requiring visible means of this service is very high, as shown by the network widely distributed, convenient location, facilities modern, comfortable. - Third, demanding goods must always be available when customers need, without risk of being replaced with the same products of other companies is very large, responsive to this service special high, shown by means of ordering, delivery, solve problems, pricing, payment methods, customer conditions. - Fourth, the product is directly related to the issue of health care everyday consumer products with complex characteristics, shelf so parts customer service and monitoring sales in this distribution channel to understand, advise clients dedicated to responding quickly and timely, understanding, sympathetic and responsible. - Fifth, revenue and reputation of customers depends largely on the quality of products as well as the reliability of the distribution service shown by the company to comply with from the outset what was pledged as delivery time, quantity of goods - Sixth, fast moving consumer goods products has its own characteristics, such as seasonality, diversity compared to other products. Prices, features, packaging styles are always changing constantly accompanied stimulus programs, promotions entail a series of changes in the amount allocated, item code Should distribution services to add services support attached to giving customers convenience, increase responsiveness, as well as the company's reputation. 2.8.3. Research model proposed Based on the theoretical basis and study model of Vo Quoc Huy (2012). Ingredient production Visible means Responsiveness Customer Service capabilities satisfaction Reliability Support Services Figure 1. Research Model Source: authors propose 3. Situational Analysis quality distribution services at Unilever Vietnam 3.1. Overview of Unilever Vietnam and characteristics of the company's customers 3.1.1. Briefed Unilever Vietnam Start business operations in Vietnam in 1995, Unilever has invested more than $ 300 million with a modern manufacturing plant in Ho Chi Minh City and Bac Ninh province. Through its network of approximately 350 distributors and more than 300,000 retailers, Unilever Vietnam has provided 299
7. Kỷ yếu Hội thảo quốc tế “Thương mại và phõn phối” lần 1 năm 2018 direct employment to over 2,000 people and provides more than 15,000 indirect jobs for those working in the third-party, suppliers and distributors. Today, many brands like OMO, P/S, Clear, Pond's, Knorr, Lifebuoy, Sunsilk, VIM, Lipton, Sunlight, VISO, Rexona have become familiar names to households Vietnam. According to estimates, every day about 35 million of Unilever's prroducts are used by consumers across the country, which helps improve the living conditions, health and sanitary conditions for all people in Vietnam. With an annual growth rate hiigher than the growth rate of the market for over 22 years, Unilever Vietnam has become one of the foreign investors the most successful in the Vietnam market. April 2010, the company honored President awarded Labor Order, first class for achievement excelled in business and significant contributions to the development of the social economy of the country. In this year, Unilever has launched plans for Sustainable Development, aims to grow double, halve the impact on the environment, while enhancing the positive impact to the community and society. After 6 years of implementation plan for Susstainable Developmentt, Unilever Vietnam has made impressive achievements, so far, more than 20.5 million people in Vietnam have benefited directly to improved sanitation and health, improve the quality of life through prrojects like "For a stronger Vietnam" or "Journey clean toilets bacteria " And this has helped the company by the Government awarded the title "sustainable development Enterprises" top two consecutive years in 2016 & 2017. The company is committed to continue co operating with consumers, customers and suppliers to be able to successfully implement the motto "Becoming the most admired Vietnam, committed to improving the lives of the people of Vietnam". 634 632 630 628 626 624 622 620 618 616 614 2011 2012 2013 2014 2015 2016 2017 Figure 2. Turnover Unilever Vietnam (Million Euro) (Source: Business Department Unilever Vietnam) 3.1.2. Introduction of customers of the company Unilever is a company manufacturing fast moving consumer goods, sales company indirectlly through a network of distribution systems in the form of extended objects direct customers of Unilever's business as agent distribution products to maarket Vietnam, distributors are very important, they can drill and threatened even within the company, they have the power to influence the business in terms of pricee, quality as well as the marketing policy when companies put products into their systems. Unilever currently has 350 distributors across the country, these buusinesses were divided into 2 groups based on the characteristics of the type of distribution channels: Channel traditional distribution with 175 dealers and distribution channels contemporarily 20 supermarket chain with 450 supermarkets. Group customers in the traditional distribution channels are now acting as agents of tthe product distribution companies throughout the provinces. The exclusive agent distribution company's products to the market through the commercial centers, markets, retail stores from which the company's products reach the hands of consumers. 300
8. Kỷ yếu Hội thảo quốc tế “Thương mại và phõn phối” lần 1 năm 2018 Group customers of distribution channels modern retailers at home and abroad are operating in Vietnam, the product distribution of the company through the distribution centers, supermarkets, convenience stores Currently , on Vietnam market has over 450 supermarkets with large supermarkets like Metro, Big C, Saigon Coop, Lotte Mart, Giant, New Cho, Vinatex In this research, the authors focused on customers are enterprises of modern distribution channels. This is customer traits more complex and increasingly large market share on the company's revenue. On the consumer market, Vietnam's rapid, businesses in distribution channels of modern mostly corporations large retailers leading the world to invest in Vietnam, such as the Metro owned by Metro Cash carry and Big C supermarket under the Casino Group, Lotte owned by Lotteria for these customers is both professional, both demanding quality advanced services and meet international standards, they also bring the company the enormous pressure. For products of the company have access to and consumption on distribution channels, the modern mid- corporate and retail businesses must have the "war" with no stops and companies suffer the pressure in the policy index commercial stage, product display, price and other criteria that retailers set for the company. Before customers such complexity requires companies to have a policy product distribution services to the most relevant customers to enhance customer satisfaction and improve the company's position. 3.2. Analyze the actual quality distribution services at Unilever Vietnam through qualitative research 3.2.1. Qualitative research design Engineering is done with group discussions and interview test (Nguyen Dinh Tho, 2012), subjects are customers of modern distribution channels. The aim is to adjust and supplement the service quality components distribution company's product development and scale for these components. On the basis of information received after the group discussion & interview test, simultaneously, the authors give the criteria in the model SERVQUAL, SERVPERF, FSQ and TSQ the questionnaire was the author prepared to test criteria considered suitable and not suitable in fast moving consumer goods sector, then, the authors summarize the criteria, proceed to establish the survey questionnaire. Author continue conducting release testing this questionnaire to get feedback and adjust the scale to fit the criteria that customers consider important when they use the distribution services of company. The questionnaire was designed in part qualitative research is the basis for the subsequent quantitative research. 3.2.2. Qualitative research results The results of the interviews show that customers are interested very much to the distribution services of the company as this is the issue directly affected the outcome of their business, 6 key factors that customers consider to be the the most important quality affecting distribution services company that is the criteria like the theoretical model, the model was adjusted SERVQUAL: 1- component products, 2- tangible means, 3- responsiveness, 4- service capacity, 5- reliability and 6- support services. Based on the results of qualitative research to analyze the actual quality distribution services company, the relationship between the quality of distribution services and the satisfaction of customers is shown through modeling studies after: - Products: diversity, quality and safety for the users, the number of suppliers complete the request of customers, products are highly competitive compared to alternative products of the same type on the market. - Vehicles tangible: the external image of the physical facilities, equipment, machinery, warehouse systems, distribution networks, communications systems of the company. Generally speaking, all the things that customers see direct eye and the senses are affected by this factor. - Responsiveness: criteria measuring the ability to solve problems quickly, efficiently handling complaints, ready to help meet the requirements of customers. Effectively serving as the feedback from service providers for what the customers want. - Capacity serving: the elements that make up the trust, trust to customers, be felt through the professional services, knowledge expertise and ability to communicate well, so that customers feel peace of mind when using the services of the company. 301
9. Kỷ yếu Hội thảo quốc tế “Thương mại và phõn phối” lần 1 năm 2018 Ingredient production Visible means Responsiveness Service capabilities Customer satisfaction Reliability Support Services Figure 3. Model of formal study Source: compiled from the results of qualitative research - Reliability: shown the ability to supply accurate service, on time and credibility. This requires consistency in the implementation of service and respect for the commitments and keep our promises to customers. - Service support: tell the customer support through the program support before and after purchase goods and products of the company. 3.3. Analyze the actual quality distribution services company with quantitative research methods 3.3.1. Quantitative research design With models of the qualitative study, the authors used Likert scale 5 level to measure the value of variables. Tools collect data and information necessary for analyzing quantitative above the questionnaire, which was sent to the manager retailers, distributors products company's sales channels Modern. Analytical results from samples collected, tested the reliability of the scales using Cronbach's alpha coefficient and factor analysis to discover (Exploratory Factor Analysis - EFA). Correlation analysis, multiple linear regression was used to test the research model. Collecting data: research carried out 226 survey samples taken of the impact of the quality of service to deliver to the customer's satisfaction. How the survey: direct interviews with authors via email, transmit and receive directly in the retail business, distributors, through application docs.google.com survey, some cases where we practice self-assessment and send back the company. 3.3.2. Research results and discussion  Research results a. Assess the reliability scale The scale is calibrated reliability by Cronbach Alpha tool. This tool also helps to eliminate the variations observed, the scale does not reach. Hoang Trong and Chu Nguyen Mong Ngoc (2008), Dinh Phi Ho (2011), Nguyen Dinh Tho (2012), the Cronbach alpha of 0.8 or higher to near 1, the measurement scale as well, from 0.7 to nearly 0.8 is used, Cronbach Alpha 0.6 or more can be used in case the measure is a new concept or new to the respondents in the research context, could accept the the reliability (Table 1). 302
10. Kỷ yếu Hội thảo quốc tế “Thương mại và phõn phối” lần 1 năm 2018 Table 1. Cronbach's alpha coefficient Number of observed Cronbach Alpha of STT Variable name Scale variables scale 1 Ingredient production 4 TPSP .780 2 Visible means 5 PTHH .877 3 Responsiveness 5 TDU .850 4 Service capabilities 4 NLPV .794 5 Reliability 5 TTC .849 6 Support Services 5 DVHT .847 7 Customer satisfaction 5 SHL .811 Source: SPSS analytical results from the survey data, in 2018 Results assess the reliability of the observed variables of scale TPSP, PTHH, TDU, NLPV, TTC, DVHT, SHL has Cronbach's alpha > 0.6; correlation coefficients of the variables total variation observed in these variables > 0.3, so, this scale are satisfactory to analyze in the following steps. Through analysis Cronbach's alpha testing, 7 scale model quality assurance with 33 unique variables. b. Explore factor analysis (EFA) This analysis testing once again the indicators (variables) in each factor, really reliable and have close links as we have shown through the identification Cronbach's alpha or not? Dinh Phi Ho (2011), testing the suitability of EFA, 0.5 50%, satisfactory level of explanation of the observed variables to factor in. Table 2. KMO and Bartlett's Test independent variables Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .932 Bartlett's Test of Approx. Chi-Square 3308,907 Sphericity Df 378 Sig. 0000 Eigenvalues 1.039 Variance extracted 64,825 Source: SPSS analytical results from the survey data, in 2018 Results of the implementation of tests: KMO = 0.932; Bartlett's Test with Sig. = 0.000 50%, Eigenvalues = 1,039 > 1. Thus, the testing results show that independent variables satisfactory to explore factor analysis (Table 2). Table 3. Rotated Component Matrix Component 1 2 3 4 5 6 PTHH3 .733 PTHH2 .731 PTHH1 .696 303
11. Kỷ yếu Hội thảo quốc tế “Thương mại và phõn phối” lần 1 năm 2018 PTHH5 .673 PTHH4 .628 TTC4 .782 TTC2 .731 TTC1 .664 TTC5 .651 TTC3 .551 TDU3 .733 TDU2 .720 TDU4 .667 TDU5 .646 TDU1 .563 DVHT4 .728 DVHT1 .695 DVHT5 .688 DVHT2 .651 DVHT3 .610 TPSP4 .804 TPSP3 .775 TPSP2 .692 TPSP1 .653 NLPV2 .698 NLPV4 .682 NLPV1 .637 NLPV3 .609 Source: SPSS analytical results from the survey data, in 2018 Results factor group (independent variable) from Table 3 as follows: Factor 1: including variables PTHH1, PTHH2, PTHH3, PTHH4, PTHH5. Named to this factor is the PTHH. Factor 2: including variables TTC1, TTC2, TTC3, TTC4, TTC5. Named to this factor is the TTC. Factor 3: including variables TDU1, TDU2, TDU3, TDU4, TDU5. Named to this factor is the TDU. Factor 4:including variables DVHT1, DVHT2, DVHT3, DVHT4, DVHT5. Named to this factor is DVHT. Factor 5: including variables TPSP1, TPSP2, TPSP3, TPSP4. Name the factors that TPSP. Factor 6: includes variable NLPV1, NLPV2, NLPV3, NLPV4. Named to this factor is NLPV. Table 4. Testing of KMO & Bartlett dependent variable Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .810 Bartlett's Test of Sphericity Approx. Chi-Square 354,857 Df 10 Sig. 0000 Eigenvalues 2.863 Variance extracted 57,257 Source: SPSS analytical results from the survey data, in 2018 304
12. Kỷ yếu Hội thảo quốc tế “Thương mại và phõn phối” lần 1 năm 2018 Results of the implementation of tests: KMO = 0.810; Bartlett's Test with Sig. = 0.000 50%, Eigenvalues = 2,863 > 1. Thus, the testing results show that variables depend on satisfactory to explore factor analysis (Table 4). Table 5. Results EFA dependent variable Factor 1 SHL1 .812 SHL2 .772 SHL3 .762 SHL5 .762 SHL4 .667 Source: SPSS analytical results from the survey data, in 2018 Results EFA (the dependent variable): includes variable SHL1, SHL2, SHL3, SHL4, SHL5. Named to this factor is the SHL. Through implementation of EFA, official research model includes 6 independent variables (PTHH, TTC, TDU, DVHT, TPSP, NLPV) with 28 observed variables, 01 variables dependent (SHL) with 5 observed variables. c. Multivariate regression analysis Continue to use the results from the implementation of EFA above, regression analysis in order to define the important role of these factors in the composition of quality distribution services affect the satisfaction of customers, from which the authors make recommendations to enhance the quality of distribution services at Unilever Vietnam. Results of multivariate regression analysis (Table 6) Table 6. Regression coefficients Standardized Unstandardized Coefficients Coefficients Model T Sig. VIF Standard B Beta error 1 Constant 1,185E-16 .041 .000 1.000 PTHH .344 .041 .344 8.356 .000 1.000 TTC .302 .041 .302 7.320 .000 1.000 TDU .431 .041 .431 10.446 .000 1.000 DVHT .331 .041 .331 8.030 .000 1.000 TPSP .229 .041 .229 5.560 .000 1.000 NLPV .265 .041 .265 6.439 .000 1.000 Source: SPSS analytical results from the survey data, in 2018 Statistics from Table 6, the linear regression equation multivariate be rewritten: SHL = 0.344*PTHH + 0.302*TTC + 0.431*TDU + 0.331*DVHT + 0.229*TPSP + 0.265*NLPV + ε 305
13. Kỷ yếu Hội thảo quốc tế “Thương mại và phõn phối” lần 1 năm 2018 Variables PTHH, TTC, TDU, DVHT, TPSP and NLPV with Sig. 0.05, said testing variance balance unchanged. Through coefficient as Adjusted R2= 0.618 corrected, Sig.F very small, no variance balance changes, no multicollinearity phenomenon, it can be concluded that the model is suitable to explain the effect of quality distribution services to the satisfaction of customers at Unilever Vietnam. In summary, all of the data collected is very good, ensuring standards in research using SPSS 20.0 software. Results achieved high reliability, based on the results of the regression analysis, the author will discuss and give implications to enhance the quality of product distribution services of Unilever Vietnam.  Discuss The degree of influence of the components in the quality of service to deliver to the customer's satisfaction expressed by the following equation: SHL = 0.344*PTHH + 0.302*TTC + 0.431*TDU + 0.331*DVHT + 0.229*TPSP + 0.265*NLPV + ε a. Visible means: has the 2nd strongest influence satisfaction with β = 0.344 customers (at 18.1% affected). As production facilities, factories, offices, administration, in this study, the visible means primarily be regarded as the truck delivered to distributors, ensuring aviation malfunctioning, loss. Visible means indirectly increase the reliability, responsiveness and service capacity of staff in the transaction process and thereby increase the satisfaction of customers for distribution services of company. b. Reliability: affecting customer satisfaction ratings has the 4th strongest influence with β = 0.302 (the impact of 15.9%). How it works, the safety of transactions, compliance with the commitments set out to bring satisfaction to our customers. In the distribution of products, the benefit of the customer associated with the interests of the Company, particularly the interests of the customer depends on the company when the company holds the prestige of the commitment to the customer and security ensure mutual benefits. c. Responsiveness: affect the customer's satisfaction with β = 0.431 strongest (22.7% respectively). In the present time, the competition between the industry players are great as well as the pressure has been replaced by a business other supply or by a new product is very high, so the responsiveness bring customer confidence. With the characteristics of fast moving consumer goods products are consumed daily in large numbers, the more responsive shown significant role in winning the trust of customers. 306
14. Kỷ yếu Hội thảo quốc tế “Thương mại và phõn phối” lần 1 năm 2018 d. Support Services: affecting customer satisfaction ratings has the 3rd strongest influence with β = 0.331 (corresponding to 17.4%). This speaks to the importance of support services for customer satisfaction when dealing with Unilever Vietnam. With distinct characteristics of the consumer goods industry fast, maybe due to the diversity and complexity of products has made it difficult for customers during transactions with the company, so the service customer support is indispensable, the real benefit to customers. In addition, support services help increase the competitiveness of companies in the market and strengthen the link, the customer depends on the company. e. Ingredient production: has the lowest influence satisfaction with β = 0.229 (corresponding to 12.0%). Customer focus on product quality, variety to meet the needs of increasingly rich and more selective market. Diversity in types, quality as well as improving the availability of products in the distribution chain will help both companies and distributors will be competing significantly in the market compared with the same products . f. Service capabilities: affecting customer satisfaction ratings has the 5th strongest influence with β = 0.265 (corresponding to 13.9%). May be due to many competing firms should be capable of serving the employees of the company have been enhanced to meet customer needs, so please do not differ too greatly between service capacity of the company and rivals. Employees who work directly with clients, across from the access to end the transaction, are exposed to solve the problem of after-sales, billing, claims To improve satisfaction customer first companies to have policies to improve in order to improve the satisfaction of the employees of the company, focus from recruiting, training, professional services, business ethics for them, this is an important tool to bring satisfaction to our customers. Compared to research in the field of distribution of fast moving consumer goods at Unilever in 2012 by Vo Quoc Huy, there are some similarities and differences in results as compared with this study may be due context researchers have different economic environment, social change, including product and business policy of the company and distributors, this could lead to a change in judgment about the quality of service distribution customers. Specifically, according to Vo Quoc Huy (2012), components visible means does not affect the customer satisfaction, reliability with the influential 4th (β = 0.219), responsiveness has the 2nd strongest influence (β = 0.333), the impact of support services is the lowest (β = 0.117), ingredient production has the effect 3rd (β = 0.226) and service capabilities levels strongest influence (β = 0.650). Continue comparable studies on the impact of service quality to customer satisfaction, we can recognize in each different service areas will have different results. Specifically, the field of hotel services (Le Huu Trang, 2007), factors that most influence the calculation task (0.515), feedback (0.254), reliability (0.120) and visible means (0.117). The field of real estate (Pham Van Hai, 2011), factors capable of serving staff (0.484), support services (0.314), reliability (0.286), the product (0.283) and safe (0.244). Two studies are used as the basis SERVQUAL, but the results are different, feel different customers about the factors affecting their satisfaction. Therefore, we can see that the components of the service quality is not stable, depending on the field of study and research environment, in areas different services, the customer's perception of quality of the service that will be different. 3.4. Assess the status of distribution services at Unilever Vietnam Based on the model the influence of the quality of service to deliver to the satisfaction of customers has been set in the qualitative study and the results from the quantitative study, the authors assessed the status service distribution of Unilever Vietnam. 3.4.1. Visible means: outside is a reflection of the physical facilities, equipment, machinery, warehouse systems, distribution networks, communications systems of the company was rated as very modern and efficient. - Corporate Office is a modern building was once the city environmental organizations awarded new environmental friendly with the staff work room spacious, nicely. 307
15. Kỷ yếu Hội thảo quốc tế “Thương mại và phõn phối” lần 1 năm 2018 - The distribution center head Unilever Vietnam in terms of scale and professionalism with an area of 100,000 square meters, the system shelf storage of goods 7 floors is managed by a system of automatic management of professional SAP (System Application Programing). - The distribution network of the company spans the country with 4 distribution centers located in South, Central, North and the Mekong region. Distribution system of the company to ensure distribution to customers in all of Vietnam. - However, the company also encountered some issues: + Marketing staff of Unilever at no bearing distributors professional style needed. + The distribution center of the company through a distributor delivery through President truck offers many different partners in the market, quality problems have not been interested in cars and guaranteed. + For goods to be transported with special conditions such as ice cream Wall, currently there are very few suppliers of transport in Vietnam satisfactory. 3.4.2. Reliability: Unilever Vietnam has created a long-term process, continuity right from the establishment in Vietnam with the efforts in many fields: - Unilever Vietnam today is recognized as one of the foreign-invested enterprises in Vietnam's most successful. The company has built up a company image development for the community, contribute positively to the community and contribute to the improvement of life for the people of Vietnam. - The company has always respected their commitments to partners and customers, and solve the problems that arise, respect the legitimate interests and business performance of our customers. - Customers always feel safe even when dealing with Unilever Vietnam. However, due to policies to classify customers that the company is done based on sales made to companies making customers grossing less than that the company only investment priorities for large customers, this reduces the reliability of the company to them. 3.4.3. Responsiveness: show rapid and punctual company in the distribution process. The company is currently applying the measurement system very closely, CCFOT system (Customer Case Fill On Time). CCFOT is the most accurate method is determine satisfaction levels of customers are identified every day, every week. - Through the application of tools CCFOT help companies: + Is a unified approach to help measure the quality of service across the company. Demonstrate satisfactory indicator % of the company in the transaction process. + CCFOT also a process of analyzing root causes of problems encountered through understanding and analyzing the causes of the loss, which set out plans to handle. Forming and building a sense of responsibility for the loss of the individual services, departments. The result in 2017, we see that the company has a high index in: - Customer care department of the company hotline Careline, all customer complaints are resolved worthy and timely discussion. - Ordering Process between Unilever and customers codified by a process specific order, all orders placed by customers within the specified time will be processed and delivered in accordance with the agreement while committed by both parties. - In special cases, unexpected requirements of customers outside the delivery process as stipulated between the two parties will be the company to consider and resolve accordingly. 308
16. Kỷ yếu Hội thảo quốc tế “Thương mại và phõn phối” lần 1 năm 2018 CCFOT 2017 120.00% 94.60% 96.40% 96.30% 95.40% 100.00% 90.60% 92.50% 93.10% 93.20% 94.10% 79.20% 81.30% 83.10% 80.00% 60.00% 40.00% 20.00% 0.00% 123456789101112 Figure 4. Results CCFOT Unilever Vietnam in 2017 (Source: customer service Unilever Vietnam) - However, Unilever is still some Fauna: + Evaluation method of the company is subjective, there is a difference between the rating of the company itself compared with the assessment done from the client side. + Customers still regularly meet delivery status later than the time commitment by problems from partners and moving. + The process of resolving complaints cumbersome, reduce customer confidence. 3.4.4. Support Services: in the distribution channels of modern customers are classified based on the criteria of the global contribution of sales, growth potential including customers gold, silver, copper , the company has native support for each object customers from ordering to billing. - In the process of ordering, EDI (Electronic Data Interchange) Electronic transmission is automatic, the system connects companies and some customers, all operations from the client system are automatically transmitted via the company's systems, helping customers save time. Companies are implementing programs to support the order VMI (Vendor Manage Inventory) - Program customer inventory management for customers of modern distribution channels such as Metro, Big C and Saigon Coop. - Customers of modern distribution channels of business are the retail business in the market, which are large supermarkets consume these products not only Unilever but also of many other suppliers. Per a supermarket often sells over 50,000 different items from over 300 suppliers. Having to manage a variety of items with multiple categories so it is extremely complicated for the customer, so the program VMI, employees of the company will help customers manage inventories and ordering for the Unilever products in the supermarket. Table 8. Results indicators for Saigon Coop supermarket in 2017 Evaluation index target quarter 1 quarter 1 quarter 1 quarter 1 YTD Number of bookings 1.830.875 1.696.748 1.697.286 1.679.778 7.373.443 (Containers) Quantity delivered 1.284.543 1.509.444 1.498.676 1.554.766 5.799.221 (Containers) Gain (%) 70,2 88,9 88,3 92,6 78,7 CCFOT (%) 66,3 87,0 87,8 91,2 88,9 Empty warehouse (%) 9,8 7,3 8,6 - 8,3 309
17. Kỷ yếu Hội thảo quốc tế “Thương mại và phõn phối” lần 1 năm 2018 Empty shelves (%) 6,1 3,5 2,4 1,8 2,6 Contract rejected 0,078 - 0,046 0,178 0,081 Error due to product code Inventory (days) 17,1 15,5 13,1 15,3 14,9 Sales (million dong) 499.764 597.656 656.998 667.911 2.678.898 (Source: customer services department Unilever Vietnam) - The result of 2017 in supermarkets Saigon Coop, we see the company has succeeded in customer support clients through the implementation of programs to support efficient, helping customers manage inventories in reasonable levels as well as reduce empty counters, shelves in supermarkets. In addition, support services also help achieve more efficient transactions. - In the course of the transaction at the special moment as customers run large programs, the holidays the sponsor company warehouse cargo containers in the container mobile, customers borrowed pallet or forklift bring practical benefits. - However, companies tend to pay more on the large distributors, not interested in small clients. 3.4.5. Ingredient production: Unilever product variety to customers to choose, in the current distribution channels, market share of Unilever's products are more than 50% of the items on display. Company frequently launches new products to meet the increasing demands of customers, the company product was rated as suitable for the needs of the market, there is high competition demonstrated by location the market share of the company products. Table 9. Location of Unilever Vietnam products on the market in 2017 Position (market TT Industry share) in the Label market 1 Washing powder 1 Omo, Viso, Surf 2 Fabric softener 1 Comfort 3 Chemical product 1 Sunlight 4 Moisturizing skin care 1 Pond, Vaseline, Hazeline 5 Blankets hair care 1 Dove, Clear, Lux, Sunsilf, Lifeboy 6 Skin Care 1 Lifeboyt, Lux 7 Teeth care 1 PS, Close Up 8 Deodorant 2 Rexona, Exe 9 Seasoning 1 Knorr, Hellman 10 Beverages 1 Lipton, Wall (Source: Marketing Department Unilever Vietnam) - However, the company faced some difficulties in the process of distribution to customers: + Because of the diversity of products to compete with rivals only specialized in manufacturing a product difficult, some commodities risk losing market share. + Company very few marketed products completely new in recent times, but mostly just launched improvements from older products already available on the market, recent prices of commodities tends to increase faster than the competitors. 310
18. Kỷ yếu Hội thảo quốc tế “Thương mại và phõn phối” lần 1 năm 2018 + Policy distributed equally to all kinds of products, family care products is the same with other types of health care products and cosmetics is not reasonable. The health care products, especially cosmetics brings high value, complex information, sensitive so should be distributed differently than everyday consumer products. - To be able to control the availability of goods on the market, at distributors, as well as monitoring the inventory shortage, specialized parts called the store the perfect company will conduct inspection at distributors and stores 1 times / month. This activity helped the company understand the situation somewhat empty warehouses, empty shelves of goods on the market. 3.4.6. Service capabilities - Quality of personel: + The staff of the company was rated as very professional. Employees get training opportunities and work in a professional environment the European style, the staff is a management team come from many different countries around the world. + In recent years, Unilever Vietnam is losing employees have the skills and experience to rival due remuneration of the company for employees with seniority are no longer attractive compared with labor market. - Policies and procedures of work, means of support staff: + Each group of customers are taken care of by a team of professional customer service separately, present room customer service is structured according to each customer as group Metro, BigC, Saigon Coop ensure staff have specialized knowledge, understanding each specific customer. However, they have not really gone deep, understanding of the real difficulties of customers. + The quality of customer service of the company has always been considered monthly, quarterly, together with our customers to receive ideas and enhance the quality of the corresponding service. Through that evaluation criteria reflect the service capacity of the staff, however, this criterion has not brought the link between service quality and customer satisfaction. + Technology level between companies and distributors still differences, causing difficulties in the implementation process of connecting infrastructure, technical between the company and customers. 4. Conclusions and Recommendations 4.1. Conclude The study aimed to test the model, pointing out the factors of quality components distribution services & extent of their influence how the satisfaction of customers operating in the sales channel Modern Unilever Vietnam Male. The research results indicate that there are six factors that influence positively and closely related to the satisfaction of the customer in order of influence decreasing responsiveness, visible means, support services, signal reliability, service capability and product components. These factors strongly develop in a positive direction, it will increase customer satisfaction. By analyzing & assessing the situation of distribution services at companies based on research results will be the basis of scientific importance to authors make recommendations necessary to improve the quality of distribution services at Unilever Vietnam. 4.2. Recommendations 4.2.1. Responsiveness: the final results of the operation of an apparatus, to improve responsiveness requires parts of the company to improve coordination of all activities from production to storage and transport. Regardless of the client's assessment of the company's responsiveness to customers recorded, which set out the methods that overcome these shortcomings. Restricting the delivery delay from carrier partners in the review and re-evaluate the quality of transport providers, this is the core 311
19. Kỷ yếu Hội thảo quốc tế “Thương mại và phõn phối” lần 1 năm 2018 suture affect customer satisfaction. In the process of resolving customer complaints, should review processes, tailored to ensure progress quickly and accurately solve the most. 4.2.2. Visible means: marketing staff as the representative of the company in front of customers, they need a stylish, professional service skills. In the process of negotiating with partners 3rd of transport services, required inspection procedures, review of service capability as well as have regulations on quality standards of the vehicles in order to quality supply of freight. Need to conduct periodic inspections with those partners to provide transportation services for timely handling or replacement of necessary conditions. Need to build extended the factory in Ho Chi Minh City to provide sufficient quantities of goods to distributors, especially in southern areas. 4.2.3. Support Services: most customers are not aware of the support programs advanced that the company is applying for yourself, so, companies need a broad consultation process benefits of these programs to customers. Need to study the needs of each specific client, set out the applicable program to suit each specific conditions of each customer. Companies should have policies to support, consulting and investment for customers in terms of technical infrastructure, customers can make timely beneficiary support services of local companies. Companies should have policies to get the link between company and customer, gradually proved their reliability in performing support services, as well as step by step coaching clients to evolve with the company on the spirit of mutual benefit and long-term cooperation. 4.2.4. Reliability: business policies should be consistent, clear and fair between partners, respect the commitments, the legitimate interests of the customer. Should promote further work to contribute to society and the community, increased funding for scholarships for poor children and women in difficult, strong commitment to jobs building an image Unilever Vietnam development for the benefit of the community. Further promote the active customer care is also an activity to enhance the credibility of the company, increase satisfaction and customer engagement for companies. 4.2.5. Ingredient production: should focus on investing in commodities is at risk of losing market share to competitors, there should be coordination between departments to devise competitive strategies appropriate to consolidate the market share of the product product on the market. For those items of high value, related to health, beauty, the company needs to have a team of counselors at distributors or installation of equipment to customers can access and provide information in a showcase products to create confidence for customers when deciding on the company's products. When distributing new products, with special features, the company should have a policy to support information and counseling for distributors, for this information to clients final consumption, limited shortages understanding of the product. To avoid shortage of goods, companies need to have a department specialized department is customer service, they must be present the entire time at the distributor to put the empty warehouse, shelf goods company with frequency rate 2 times / day. 4.2.6. Service capabilities: focusing on attracting high-quality human resources with policies that promote and build the company's image as an environment Unilever is the ideal, regularly recruit interns management trainee for the company. Rotation of staff training within the department or employee turnover between the countries so that they have the opportunity to acquire new knowledge, thereby improving the knowledge and ability to serve your company. Construction of preferential policies for employees, review mode salaries matching capacity, creating opportunities for advancement, established quarterly supplementary pension for employees with seniority Policies personnel evaluation members must be linked to the satisfaction of customers, targets quality assessment staff customer service associated with the target satisfaction as delivered in full and on time (CCFOT), inventory index, index empty shelves. Need to focus on investment and working facilities, technical infrastructure, system information technology operational customer service, this is the key tool improve service and enhance the quality of services in public company. 312
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