BỘ GIÁO DỤC VÀ ĐÀO TẠO

ĐẠI HỌC DUY TÂN

KHÓA LUẬN TỐT NGHIỆP

“NÂNG CAO SỰ HÀI LÒNG CỦA KHÁCH HÀNG VỀ CHẤT

LƯỢNG DỊCH VỤ THIẾT KẾ WEBSITE TẠI CÔNG TY TNHH
MTV CÔNG NGHỆ PHẦN MỀM DANAWEB”

Sinh viên: Huỳnh Như Hiền

Mã sinh viên: 2020710573
Giảng viên hướng dẫn: Trịnh Lê Tân

Đà Nẵng, tháng 8, 2018

CHAPTER 1: INTRODUCTION

1.1. Statement of Problem

Nowadays, the demand in product’s promotion and public recognition recently under
the explosion of the Internet and e-commercial era has increasingly been vital for every
business. Therefore, official website of one plays an enormously important role in
product promotion, brand widening and sale boost. A demonstration website with
suitable theme, detail and diverse content along with standardized SEO can make a
good impression and attract more access and stimulate sale performance.
According to Statista Organization in Germany, the number of estimated digital buyers
rise up to 2.14 billion people in 2021, increasing by 0.48 billion purchasers more than Commented [MOU1]: https://www.statista.com/statistics/
251666/number-of-digital-buyers-worldwide/
documented data in 2017. This figure shows the potential and inevitable trend of trading
and doing business in this pace of e-commercial’s development.

Figure 1: Number of digital buyers worldwide from 2014 to 2021

Furthermore, another study about web credibility from Stanford University

demonstrated that 75% of users admit to making judgments about a company’s
credibility based on their website’s design. Meanwhile, 94% of website’s users first
impression are design-related. In another words, the content of the website may be as
essential as its design only when the internet searcher decide to take a full look at it.
Commented [MOU2]: Fogg, B.J. (May 2002). "Stanford
Guidelines for Web Credibility." A Research Summary
from the Stanford Persuasive Technology Lab.
Stanford University. www.webcredibility.org/guidelines
However, this decision only made in nano-second when they first lay their eyes on the
website general look. In addition, enterprises have paid lots of money to find a
trustworthy and professional web designer partner to better bring their message to
customers in more effective ways.
Based on the most recent record from Danang People’s Committee, there were
19500 business establishment overall the city. New company and office appear every
day. It is estimated that in 2020, Danang will be the roof for 40.000 – 45.000 companies,
twice as much as today. This is a huge market place for website design companies base
in general and for Danaweb specifically, which may pose as much challenges as chances
for all competitors. For example, search for “website designer in Danang” on Google,
there are 32,100,000 results found in 0,56 seconds, indicating the competitiveness in
the area.
Over 3 years of operation, Danaweb has built up a base of 300 customers and
among all the services provided, web design service is leading in clients’ selection.
Acknowledging current customers’ satisfaction will help Danaweb come up with new
proposal as well as improve knowledge, experience to accordingly improve customer
satisfaction as a way of sale increase and business development.
At present, there are many articles studying users’ satisfaction (user means
website experiencer) in website quality. But there are not many researches on business
ordering website design’s service – direct customer of company. Thus, this research
will study the quality of website design using surveys on customer choosing Danaweb
services in order to extract solutions to improve customer satisfaction.

1.2. Objectives
The research have two main objectives:
- According to the theory of quality of products and services, here is the web
design services, asset customer’s satisfactory on present product and service at
Danaweb Software Technology Co., Ltd. Basing on these measurements, choose
necessary features to boost customers’ satisfactory.
 - Propose solutions to rise customer’s satisfaction using web design service. In the
mean way, attracts more potential customer and raise the competitiveness of the
company in this challenging market.

1.3. Subject and scope of the Study

1.3.1. Subject of study
The subjects of this study are factors that relate to service quality affecting customers’
satisfactory at Danaweb Software Technology Co., Ltd.
Objects of the study are customer is choosing web design service at the company
(business representative contact with Danaweb)
1.3.2. Scope of Study
Geography scope: The study was conducted in Danang city.
Timing scope:

1.4. Methodology
The research was using both Quantitative method and Qualitiative Method.
- Qualitiative method are included Analyze, synthesize and evaluate from
available researches, articles, etc.- Group interview
- Nghiên cứu định tính bao gồm việc nghiên cứu dựa trên cơ sở lý thuyết về dịch
vụ, chất lượng dịch vụ, các nghiên cứu, bài viết và mô hình có liên quan, đồng
thời kết hợp với quá trình thảo luận, đánh giá từ giám đốc Hoàng Trọng Nghĩa
và các trưởng phòng của phòng kinh doanh và phòng kĩ thuật của công ty.
- Nghiên cứu định lượng: Sử dụng bảng câu hỏi khảo sát theo thang đo likert.
Khảo sát thu được thông qua quá trình làm việc trực tiếp với khách hàng và thông
qua trao đổi bằng email. Sau khi hoàn thành khảo sát, số liệu sẽ được xử lý bằng
phần mềm SPSS.

1.5. Outline
This study is made up of 5 main parts as below:
Chapter 1: Introduction
This chapter describe general information about the research, the necessity, objectives
and scope of research, methodology and outline of research on how service quality
affect customer’s satisfactory in using website design at Danaweb Software Technology
Co., Ltd.
Chapter 2: Literature review
This chapter focus on building theory base on service, service quality, website design
service, customer satisfaction, the relationship between quality and customer’s
satisfactory, asset related research models. From then, propose and contribute suitable
model for observation variations – specifically factors in service quality that influence
customers’ satisfactory when using website design service in Danaweb Softwware
Technology Co., Ltd.
Chapter 3: Methodology
Firstly, the author presents information on the formation and development of the
company as well as achievements that company have obtained. More importantly,
author analyses the strengths and backwards that define the challenges and chances that
company are facing in this stage.
This chapter also describe the process of complementing this research. At the same
time, research methods are displayed clearly and in detail like: Data collecting method,
information obtaining method, sample picking method, sample sizing method and data
analysis method.
Moreover, the author analyses primary and secondary data, process data and establish
suitable measurement in order to design questionnaire and send them to current
customers in the company.
Chapter 4: Result of Research
This chapter demonstrate the result of data analysis: Cronbach’s Alpha, etc…
Chapter 5: Conclusion and recommendations
After presenting the result of the research, author comes up with conclusions on current
circumstances and recommend administrative policies to advance service, reduce weak
points and focus on strong points to boost customers’ satisfactory.
This chapter also illustrate benefits this research bring to society and the company. On
the other hand, the chapter points out the limitation and idea for development for later
research.

Summary of chapter 1:
This chapter illustrates an overview about website design service and the needs of
website service in Danang city. Besides, this chapter also give information about the
necessity of research, research subjective, research objectives and scope, methodology
and the outline of research.
CHAPTER 2: LITERATURE REVIEW
2.1. Theoretical Background
2.1.1. Service defined
There are many definitions in the literature to define service.
Gronroos (1990) synthesised these to arrive at: “A service is an activity or series of
activities of more or less intangible nature that normally, but not necessarily, take place
in interactions between the customer and the service employee and / or physical
resources or goods and /or systems of the service provider, which are provided as
solutions to customers problems.”
According to Philip Kotler (1997) service is an action or an activity which can be
offered by a party to another party, which is basically intangible and cannot affect any
ownership. Service may be related to tangible product or intangible product.
Definition of service according to Murti Sumarni (2002) is an activity or an advantage
which can be given by a party to another party which is mostly intangible and cannot
affect ownership, and its production or is not related to any tangible product.
According to ISO 8402, service is “the results generated, by activities at the interface
between the supplier and the customer and by supplier internal activities, to meet
customer needs.”
On the other hand, Steinhoff (1979) further states that the raw material of services is
people. The main material of service is in fact people; nevertheless, there are many other
supporting factors from the raw material of service such as advanced tools, clean,
secured, comfortable physical environment, accurate, advanced, and up to date
technology and service.
Handi Irawan D (2002:53) also states that one important characteristic of service is it is
produced and consumed at the same time. Therefore, customers’ satisfaction on service
depends on interaction process or time when costumers and service provider meet.
In short, these definitions considered many different perspectives of service but there is
one thing clearly understood that service industry is a huge field consist of countless
area of expertise, and there are more and more service appears every day to make our
life and business easier. It is the result of continuingly rising demand of human needs.
2.1.2. Characteristic of service
Service have some unique characteristics that make them different from physical
products. Some of most commonly accepted characteristics are as below.

Intangibility Lack of Ownership

Perishability Simultaneity
Characteristic of
service
Inseparability Quality Measurement

Heterogeneity Nature of demand

Intangibility: Services are intangible and do not have a physical existence. Hence
services cannot be touched, held, tasted or smelt. This is most defining feature of a
service and that which primarily differentiates it from a product. Also, it poses a unique
challenge to those engaged in marketing a service as they need to attach tangible
attributes to an otherwise intangible offering. Commented [MOU3]: Chowhan, S. S. (2015).
Marketing of Services, Lulu.com
Perishability: Perishability refers to the fact that service cannot be saved, stored, resold
or returned resold once they have been used. Good can be stored and sold later in the
absence of customer. Service, on the other hand, go waste if they are not consumed.
A primary issue that marketers face in relation to service perishability to hold inventory.
Demand forecasting and creative planning for capacity utilization are, therefore,
important and challenging decision areas. However, the perishability of services is not
problem when demand is steady because it is easy to staff for the service in advance.
Inseparability/ Simultaneity: This refers to the fact that services are generated and
consumed within the same time frame. Moreover, it is very difficult to separate a service
from the service provider, thus, the service provider would become a part of a service.
The quality of service and customer satisfaction will be highly dependent on actions of
employees and the interactions between employees and customers.
Service cannot move through channels of distribution and cannot be delivered to the
potential customers and users. Either users are brought to the service or providers go to
the users.
Heterogeneity: The quality of services cannot be standardized. Given the very nature
of service offering is unique and cannot be exactly repeated even by the same service
provider. While products can be mass-produced and be homogenous the same is not
true of services. Services are heterogeneous across time, organizations, and people and
as a result, it is very difficult to ensure consistent service quality. Systems and
procedures are put into place to make sure the service provided is consistent.
Lack of ownership/ No transfer of ownership: When we buy a product, we become
its owner. In the case of a service, we may pay for its use, but we never own it, we have
only an access to services.
Quality measurement: A service sector requires another tool for measurement. We
can measure it in terms of service level. It is very difficult to rate or quantify services.
For example, we can quantify the food served in a hotel but the way waiter serves the
customer or the behavior of the staff, timely delivery, hygiene etc. cannot be ignored
while rating the total process. Thus, the firm sells good atmosphere, convenience of
customers, consistent quality of service, etc.
Nature of demand: The services are fluctuating in nature. The demand of services can
be abnormal, sudden seasonal, situational and dependent. Therefore, while identifying
the salient features of services one cannot ignore the nature of demand.
2.1.3. Web design defined
Web design is the process of creating websites. It encompasses several different aspects,
including webpage layout, content production, and graphic design. While the terms web
design and web development are often used interchangeably, web design is technically
a subset of the broader category of web development.
In the other hand, Web design is a process of conceptualizing, planning, and building a
collection of electronic files that determine the layout, colors, text styles, structure,
graphics, images, and use of interactive features that deliver pages to your site visitors.
Ghehrke &Turban (1999) indicated that the determinants of successful website design Commented [MOU4]: Gehrke, D., & Turban, E. (1999,
January). Determinants of successful website design:
are: page loading speed, business content, navigation efficiency, security, and relative importance and recommendations for
effectiveness. In hicss (p. 5042). IEEE.
marketing/customer focus. The relative importance of each category was determined by
counting the number of citations in the literature, and by soliciting the opinions of end
users.
Web design service:

2.1.3. Service quality defined.

Ghobadian et al. (1994) argued that quality in a service business is a measure of the
extent to which the service delivered meets the customers‟ expectations.
"The creation of customer satisfaction can provide several benefits, including the
relationship between companies and consumers are harmonious, providing a good basis
for the purchase and re-creation of customer loyalty, and form a recommendation by
word of mouth that can benefit the company", Fandi Tjiptono (1997).
Zeithaml& Bitner (2003) states that: "Service quality is a focused evaluation that
reflects the customer's perception of specific dimensions of service: reliability,
responsiveness, assurance, empathy, tangibles. Satisfaction, on other hand, is more
inclusive: it is influenced by perceptions of service quality, product quality, and price
as well as situational factors and personal factors.”
Parasuraman et al., (1985), developed a model of service quality after carrying out a
study on four service settings: retail banking, credit card services, repair and
maintenance of electrical appliances, and long-distance telephone services. The
SERVQUAL model represents service quality as the discrepancy between a customer’s
expectations of service offering and the customer’s perceptions of the service received
Parasuraman et al., (1985). This makes it an attitude measure. What this model strives
to measure exactly is the consumer perception of the service quality which depends on
the size of the gap between expected service and perceived service which in turn,
depends on the gaps under the control of the service provider such as delivery of service,
marketing, (Parasuraman et al., 1985). This measurement of service quality is based on
Commented [NHH5]: Parasuraman, A., Zeithaml, V. A., &
both on how consumer evaluates the service delivery process and the outcome of the Berry, L. L. (1985). A conceptual model of service quality
and its implications for future research, Journal of
service, (Parasuraman et al., 1985, p.42). A good service quality is considered as one Marketing, Vol. 49, p.41-50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988).
which meets or exceeds consumer’s expectation of the service (Parasuraman et al., SERVQUAL: A multiple-item scale for measuring consumer
perceptions of service quality, Journal of Retailing, Vol. 64,
1985, p.46). This model is presented clearly in the next part. Number 1, p.12-40.
From the above-mentioned review, it seems that service quality is a multi-dimensional
concept that means different things to different people. Moreover, defining quality is a
difficult task owing to its generic nature.
Even though standards for the definition of quality may be set, these standards vary
from phenomenon to phenomenon, culture to culture, and acrosstime (Jayasundara et
al., 2009).
2.1.4. Customer satisfaction defined Commented [NHH6]: Awad, B. A. A. A. G. (2012). The
relationships between service quality, satisfaction, and
Customer satisfaction is conceptualised as been transaction-specific meaning it is based behavioral intentions of Malaysian spa center
customers. International Journal of Business and
on the customer’s experience on a particular service encounter, (Cronin & Taylor, 1992) Social Science, 3(1).

and also some think customer satisfaction is cumulative based on the overall evaluation
of service experience (Jones & Suh, 2000). Adequacy of a satisfaction is a result of
matching actual past purchase and consumption experience with the expected reward
from the brand in terms of its anticipated potential to satisfy the customer’s motives
(Loudon et al., 1993). These highlight the fact that customer satisfaction is based on
experience with service provider and also the outcome of service.
On the other hands, Swan and Combs (1976) were among the first to point out that
satisfaction is associated with performance fulfilling expectations, while dissatisfaction
occurs when performance falls below expectations. It is apparent, therefore, that
customer satisfaction is an abstract and rather ambiguous concept.
It is also defined as a “measure of how products and services supplied by a company
meet or surpass customer expectation”, (Farris et al, 2010). Parasuraman et al., (1988, Commented [NHH7]: Farris, Paul W.; Neil T. Bendle;
Phillip E. Pfeifer; David J. Reibstein (2010). Marketing
p.17) point out that expectation is viewed differently in both satisfaction literature and Metrics: The Definitive Guide to Measuring Marketing
Performance. Upper Saddle River, New Jersey: Pearson
Education, Inc. ISBN 0-13- 705829-2.
service quality literature. In satisfaction literature, expectations are considered as
‘predictions’ by customers about what is likely to happen during a particular transaction
while in service quality literature, they are viewed as desires or wants of consumers,
that is, what they feel a service provider ‘should’ offer rather than ‘would’ offer.
In conclusion, customer satisfaction is seen as a key performance indicator within
business and is often part of a Balanced Scorecard. In a competitive marketplace where
businesses compete for customers, customer satisfaction is seen as a key differentiator
and increasingly has become a key element of business strategy. "Within organizations,
customer satisfaction ratings can have powerful effects. They focus employees on the
importance of fulfilling customers' expectations (Kessler, 2003). If your customers are
unhappy, they’ll leave, and no business can survive and compete long term with a
serious churn problem.
2.1.5. Relationship between service quality and customer satisfaction. Commented [NHH8]: Wang, I. M., & Shieh, C. J.
(2006). The relationship between service quality and
According to Sureshchandar et al., (2002, p. 363), customer satisfaction should be seen customer satisfaction: the example of CJCU
library. Journal of Information and optimization
Sciences, 27(1), 193-209.
as a multi-dimensional construct just as service quality meaning it can occur at multi
levels in an organization and that it should be operationalized along the same factors on
which service quality is operationalized. Parasuraman et al., (1985) suggested that when
perceived service quality is high, then it will lead to increase in customer satisfaction.
He supports the fact that service quality leads to customer satisfaction and this is in line
with Saravana & Rao, (2007, p.436) and Lee et al., (2000, p.226) who acknowledge that
customer satisfaction is based upon the level of service quality provided by the service
provider.
Su et al., (2002, p.372) carried a study to find out the link between service quality and
customer satisfaction, from their study, they came up with the conclusion that, there
exist a great dependency between both constructs and that an increase in one is likely
to lead to an increase in another. Also, they pointed out that service quality is more
abstract than customer satisfaction because, customer satisfaction reflects the
customer’s feelings about many encounters and experiences with service firm while
service quality may be affected by perceptions of value (benefit relative to cost) or by
the experiences of others that may not be as good.
In the study among grocery stores in Sweden by Magi & Julander, (2009, p.33-41),
showed a positive relationship between perceived service quality, customer satisfaction
and customer loyalty. It was proven that customer satisfaction results from high
perceived service quality and this makes the customer loyal.
Based on Spreng and Mackoy (1996), we have the model between service quality and
customer’ satisfaction in the following:
 Figure 2: Spreng and Mackoy (1996)

2.2. Model of Research

2.2.1. Servqual model
The SERVQUAL model is used widely to measure service quality. Most service quality
has both poor characteristics and versatile characteristics because service quality is
based on the customers' feelings. Therefore, the evaluation of service quality is more
difficult than that of the product quality. Parasuraman et al. (1988) developed the
instrument SERVQUAL for measuring customers' perceptions of service quality.
SERVQUAL is based on the conceptualization of service quality as the difference
between customers' expectations and perceived performances. Service quality is an
important area to academicians because of its relevancy to service companies and
therefore many researchers have tried to develop various models to measure it, even
though some claim it is hard to measure because of its intangibility which is hard to
quantify (Eshghi et al., 2008, p.121), (Douglas & Connor, 2003, p.171).
There are three areas for further improving SERVQUAL can be identified. First,
SERVQUAL assumes a linear relationship between customer satisfaction and service
attribute performance. The implication is that low customer satisfaction results from
low attribute performance, and that this should be the focus for improvement. This
deduction was gathered from publications. The norm has been for organizations to focus
on low customer satisfaction and low attribute performance. This assumption is not
necessarily correct, however, paying more attention to a particular service attribute may
not always lead to higher customer satisfaction if there is satiation or if that attribute is
taken for granted. Customer satisfaction can sometimes be greatly improved attribute
that is unexpected or delightful.
A second area as a continuous improvement and innovation tool. SERVQUAL as
defined by Parasuraman et al. (1988), is a concise multiple-item scale with good
reliability and validity that can be used to better understand the service expectations and
perceptions of consumers. However, with the increasing market pressure, continuous
improvement may not be sufficient in maintaining a competitive edge. Many
organizations are strategically moving towards innovation in order to achieve increase
competitiveness. SERVQUAL was not designed to address the element of innovation.

Figure 3. The Gaps Model of Service Quality

Third, SERVQUAL provides important information on the gaps between predicted
service and perceived service. Parasuraman et al (1988) identified the following five
gaps that can result in unsuccessful service delivery (see at Figure 3)

 Gap 1 is the gap between what the customer expects and what the company’s
management thinks customers expect.
 Gap 2 is the gap that occurs when management fails to design service standards
that meet customer expectations.
 Gap 3 occurs when the company’s service delivery systems – people,
technology and processes – fail to deliver to the specified standard
 Gap 4 occurs when the company’s communications with customers promise a
level of service performance that people, technology and processes cannot
deliver.
 Gap 5 is the product of gaps 1, 2, 3 and 4. If these four gaps, all of which are
located below the line that separates the customer from the company, are closed,
gap 5 will close.
The five SERVQUAL dimensions by Parasuraman (1988) are:
 TANGIBLES -Appearance of physical facilities, equipment, personnel, and
communication materials (representing the service physically). Companies
should provide physical representations or images of their service that customers
will use to evaluate quality, to enhance image, provide continuity and signal
quality. Most companies would however, combine this dimension with another
dimension to create a service quality strategy (Wilson et al., 2008).
 RELIABILITY -Ability to perform the promised service dependably and
accurately (delivering on promises). This dimension is consistently shown to be
the most important determinant of perceptions of service quality (Wilson et al.,
2008). This dimension includes the consistency in which service promises are
met which could include keeping schedules or appointment times, completing
tasks on time, and ensuring that outcomes are met.
 RESPONSIVENESS -Willingness to help customers and provide prompt
service. This dimension emphasizes the attentiveness and promptness in dealing
 with customer requests, questions, complaints and problems. This includes the
length of time a customer has to wait for assistance, answers to questions or
attention to problems. Notion of flexibility and ability to customize the service
to customer needs. Reflect customer’s point of view, not companies (Wilson et
al., 2008).
 ASSURANCE -Knowledge and courtesy of employees and their ability to
convey trust and confidence (inspiring trust and confidence). This dimension is
important when customers perceive services as high risk or feel uncertain about
their ability to evaluate outcomes. The company has to seek to build trust and
loyalty between key contact people and customers (Wilson et al., 2008).
 EMPATHY - Caring, individualized attention the firm provides its customers.
Every customer wants to feel important and understood by firms that provide a
specific service. It would be a good strategy for businesses to know their
customers by name and build relationships that reflect their personal knowledge
of their requirements and preferences. In cases where a small firm has to compete
with larger firms, the ability to be empathetic to their customers may give the
small firm a definite advantage. In business to business firms, customers want
firms to understand their industries and issues (Wilson et al., 2008).

2.2.2. SERVPERF model