Service reliability - the key to improve customer satisfaction at HEAT Phat Tien 5

Abstract

Vietnam ranks in the top list of the world about the number of people using motorbikes for daily transportation (1). The motorbike market in Vietnam is still on the growth trend despite the forecasts that it had reached a saturation point in the previous years. Infrastructure limitations and high taxes are the main constraints for customers to purchase cars. Hence, there is still a demand for a motorcycle type of transportation. Currently, the Vietnam motorcycle market is led by five leading manufacturers, including Honda, Yamaha, Suzuki, SYM, and Piaggio, primarily the new local electric motorcycle manufacturer of Vinfast, which makes the market much more competitive (1). Though, according to the recording of the Customer Service department, customers using the service division of Phat Tien 5 still feedback many complaints, which takes the highest portion of 17 percent of customers interviewed in after-sale service surveys, compared to 15 percent of the total six HEADs. Still, two percentage is not a small difference because it equals up to 80 more complaints per month than the average quantity of each HEAD, considerably the dissatisfaction ratio of Phat Tien 5 increased continuously by up to 4 percent in the recent months from July to September (Figure 4). This is the fundamental reason for the author to do more research to discover deeper the real problem and possible causes, then suggest suitable and feasible solutions to solve this problem and efficiently enhance the competitiveness of HEAD Phat Tien 5. The author uses several qualitative methods to implement this report namely in-depth interviews with heads of customer service department (Mrs. Ngoc), service department (Mr. Minh), HEAD’s service division (Mr. Viet); several customers and data exploration from reliable internal sources; and reference from theory literature of prestigious academic journals.