Improving service quality, customer satisfaction at AZ Vietnam Ltd. company

Abstract

Background: This PSO thesis aims to find and solve a problem that currently presents itself in the AZ Vietnam company. Through the PSO process, it can help the company improve its service quality and its customer satisfaction. As a starting point, the company will be “scanned” by looking over the customer satisfaction survey of three consecutive years (2020-2022). Those data are converted into “Point in Whole”, which can indicate a customer satisfaction ratio. By evaluating this data, the symptom is found as currently-inadequate service quality and customer satisfaction. Additionally, secondary data will be used to explore the symptom. This step is very important, because the symptom itself is constituted from various components. In AZV, the possible problems are: Poor communication; Complicated operation process; HR function. Methods: This study based on the standard structure of a PSO which follows the steps of Symptom Analysis – Problem Identification – Cause Validation – Solution Suggestion. Qualitative and quantitative research are used in conjunction with extant theory and empirical research to support the process of main problem definition and validation, potential causes, and alternative solutions. Results: The complicated operation process is defined as main problem. The outdated procedure is defined as its root cause. As an alternative solution, the SIPOC analysis incorporating to ISO:9001 QMS is suggested to identify problem areas, variations and unnecessary activities throughout the procedures of the company. Through alternative solutions, the root cause and main problem can be solved, in turn improving service quality and customer satisfaction.