NATIONAL ECONOMIC UNIVERSITY
BUSINESS SCHOOL
NGUYEN HA PHUONG LINH
ENHANCING CUSTOMER SATISFACTION AT ZEN VILLAS
TRADITIONAL MASSAGE
Bachelor of Business Administration in English (E-BBA) Thesis
HANOI, 2024
NATIONAL ECONOMIC UNIVERSITY
BUSINESS SCHOOL
ENHANCING CUSTOMER SATISFACTION AT ZEN VILLAS
TRADITIONAL MASSAGE
Bachelor of Business Administration in English (E-BBA) Thesis
Student : Nguyen Ha Phuong Linh
ID : 11219075
Class : EBBA 13.3
Supervisor : Dr. Nguyen Quoc Duy
HANOI, 2024
ACKNOWLEDGEMENT
I am glad to getting priceless help and direction from important people and
organizations along the way of finishing this thesis. I would want to sincerely
thank you and respect all the people that helped to produce this work.
First and mostly, I would want to sincerely thank you to the Business Institute of
National Economics University (BSNEU). Studying at#BSNEU has been an eye-
opening experience where I had chance to gain knowledge from the outstanding
EBBA#program instructors. The basis of my academic path and professional
goals has been much strengthened by the help and knowledge of the staff and
instructors.
Throughout this process, my thesis advisor, Dr. Nguyen Quoc Duy, has been
extremely supportive, knowledgeable, and patient. His direction has been
invaluable in helping me to shape this thesis and enable me to negotiate the
complexity of my study issue with clarity and understanding. His careful
comments and attention have enabled me to improve this work.
I also wish to express my gratitude to Green City Services Trading Investment
Joint Stock Company for giving me the chance to intern and get useful
experience. The people#at Green City's tools and insights have enhanced my
knowledge of real-world company dynamics and been priceless for the
formulation of my thesis.
Finally, I owe my family and friends especially great thanks. Strength has come
from their relentless faith in me and from their continuous support during this
road. Their tolerance and support have been really appreciated; these have been
quite helpful for me to finish this assignment.
Hanoi, December 2024
Nguyen Ha Phuong Linh
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TABLE OF CONTENTS
ACKNOWLEDGEMENT...................................................................................i
ABBREVIATIONS.............................................................................................v
LIST OF TABLES.............................................................................................vi
LIST OF FIGURES...........................................................................................vi
EXECUTIVE SUMMARY.................................................................................1
CHAPTER 1: INTRODUCTION......................................................................4
1.1. Rationale of the study..............................................................................4
1.1.1. From the current context of spa industry.............................................4
1.1.2. From the current context of Zen Villas Traditional Massage..............4
1.2. Research objectives and questions..........................................................5
1.3. Research methodology.............................................................................7
1.3.1. Research process.................................................................................7
1.3.2. Data collection....................................................................................7
1.3.3. Data analysis methodology.................................................................9
1.4. Research scope.........................................................................................9
1.5. Thesis structure........................................................................................9
CHAPTER 2: THEORETICAL BACKGROUND OF THE
RELATIONSHIP BETWEEN CUSTOMER EXPERIENCE AND
CUSTOMER SATISFACTION IN SPA INDUSTRY AND HYPOTHESIS
DEVELOPMENT..............................................................................................11
2.1. Customer Satisfaction............................................................................11
2.1.1. Definition..........................................................................................11
2.1.2. The nature of Customer Satisfaction.................................................12
2.1.3. The significance of Customer Satisfaction........................................13
2.2. The relationship between Customer Experience and Customer
Satisfaction....................................................................................................14
2.2.1. Customer Experience........................................................................14
2.2.1.1. Definition of Experience..........................................................14
2.2.1.2. Definition of Customer Experience..........................................15
2.2.2. The impact of Product Experience on Customer Satisfaction...........18
2.2.3. The impact of Outcome Focus on Customer Satisfaction.................20
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2.2.4. The impact of Moments-of-truth on Customer Satisfaction..............22
2.2.5. Peace-of-mind...................................................................................24
2.3. The conceptual model and measurement of research variables.........26
2.3.1. The conceptual model.......................................................................26
2.3.2. Measurements of research variables.................................................26
CHAPTER 3: OVERVIEW OF ZEN VILLAS TRADITIONAL MASSAGE
............................................................................................................................30
3.1. Overview of Green City Services Trading Investment Joint Stock
Company........................................................................................................30
3.1.1. Company overview...........................................................................30
3.1.2. Vision and Mission...........................................................................31
3.2. Overview of Zen Villas Traditional Massage.......................................32
3.2.1. Company overview...........................................................................32
3.2.2. Company vision and mission............................................................32
3.2.3. Historical development.....................................................................33
3.2.4. Core value.........................................................................................34
3.2.5. Organizational structure....................................................................36
3.2.6. Product portfolio...............................................................................37
3.2.7. Current business performance...........................................................39
3.3. Summary of current policies and managerial practices related to
Customer Experience....................................................................................40
3.3.1. VIP program.....................................................................................40
3.3.2. Service implementation process at Zen Villas..................................42
CHAPTER 4: STUDIED RESULT OF CUSTOMER EXPERIENCE AND
CUSTOMER SATISFACTION AT ZEN VILLAS TRADITIONAL
MASSAGE.........................................................................................................45
4.1. Respondent profile.................................................................................45
4.2. Result of EFA analysis, Cronbach alpha, Correlation Coefficients and
Regression......................................................................................................47
4.2.1. Exploratory Factors Analysis and Reliability of Measurement Scales
.................................................................................................................... 47
4.2.2. Correlation Analysis Result..............................................................48
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