Factors influencing customer satisfaction with the quality of testing and analysis services at the Dong Thap Verification and Testing Center

ABSTRACT

In an increasingly integrated economic context, customer satisfaction has become a key determinant of the sustainability and development of public service organizations. This study examines the factors influencing customer satisfaction with testing and analysis services at the Dong Thap Verification and Testing Center. Data were collected from a survey of 180 customers and analyzed using descriptive statistics, Cronbach’s alpha reliability testing, Exploratory Factor Analysis (EFA), and multiple linear regression. The findings identify five groups of factors that positively affect customer satisfaction: reliability, assurance, responsiveness, tangibles, and empathy. Among these factors, reliability exerts the strongest influence on customer satisfaction. Based on the empirical results, the study provides managerial implications for improving service quality and strengthening the competitive position of the Center.

Keywords: customer satisfaction, service quality, testing and analysis, verification and testing center.

1. Introduction

In the era of globalization, ensuring product quality standards through inspection and testing activities is a prerequisite for Vietnamese enterprises to access stringent markets such as the US, the EU, and Japan. Testing and analysis activities serve not only as technical tools but also as the bedrock for building trust among consumers and international partners. According to statistical data, the service sector in Vietnam currently accounts for a substantial proportion of GDP, affirming the vital role of technical service providers.

The Dong Thap Verification and Testing Center (DOVETEC) is a public science and technology unit tasked with delivering technical services in standards, metrology, and quality control. However, given the proliferation of private testing laboratories, the Center faces immense competitive pressure. Conducting research on customer satisfaction levels allows the Center to identify strengths to leverage and limitations to address, thereby optimizing its service delivery processes.

2. Theoretical background and research model

2.1. Fundamental concepts

• Service Quality: Defined as the gap between customer expectations and their actual perceptions after utilizing the service. According to ISO 9001, service quality is the totality of characteristics that satisfy stated or implied customer needs.
• Verification and testing: Inspection assesses the compliance of equipment with technical regulations to ensure safety. Testing (analytical testing) is the process of determining the components and quality of products (such as food, water, and fertilizers) against prescribed standards.
• Customer Satisfaction: Refers to a customer's feeling of pleasure or disappointment resulting from comparing a product's perceived performance in relation to their expectations.

2.2. Literature review

The authors adopted domestic research models to construct the theoretical framework:

• Nguyen Minh Ha & Bui Thanh Viet (2011): Identified staff competence and responsiveness as the two core elements driving satisfaction in inspection services in Binh Duong province.
• Nguyen Huu Dung (2021): Demonstrated that all five dimensions of the SERVPERF scale-Assurance, Tangibles, Reliability, Responsiveness, and Empathy-exerted strong impacts on customer satisfaction in An Giang province.
• Nguyen Tan Dat & Huynh Thanh Nha (2020): Highlighted the role of brand reputation and responsiveness in vehicle inspection services.

2.3. Proposed research model

Adopting the SERVPERF model conceptualized by Cronin & Taylor (1992), the authors propose a model comprised of five hypotheses:

• H1: Reliability (TC) has a positive impact on Customer Satisfaction (HL).
• H2: Assurance (NLPV) has a positive impact on Customer Satisfaction (HL).
• H3: Responsiveness (TĐPV) has a positive impact on Customer Satisfaction (HL).
• H4: Tangibles (HH) have a positive impact on Customer Satisfaction (HL).
• H5: Empathy (DC) has a positive impact on Customer Satisfaction (HL).

3. Research methodology

3.1. Research process

This study employed a mixed-methods approach:

• Qualitative research: Conducted via expert interviews at the Center to refine and adapt the measurement scale to the specific characteristics of the testing sector.
• Quantitative research: Carried out through direct surveys and Google Forms distributed to 180 customers.

3.2. Measurement scale and sampling

A 5-point Likert scale was applied across 23 observed variables. The sample size was determined based on the rule of thumb by Hair et al. (2006). With 23 observed variables, the minimum required sample size was 115 (n = 23*5). To ensure high reliability, the authors collected 162 valid responses.

4. Results and discussion

4.1. Descriptive statistics of sample characteristics

Out of the 162 respondents:

• Gender: Males accounted for 57.4%, while females accounted for 42.6%.
• Age: The 30-40 age bracket constituted the highest proportion (43.2%).
• Education: Respondents holding a bachelor’s degree formed the majority (52.5%).
• Sample Type: Customers mainly requested testing services for food and food products (38.9%).
• Customer Retention: 38.9% of customers had utilized the Center’s services for over 4 years.

4.2. Cronbach’s Alpha reliability test

All scales demonstrated excellent internal consistency reliability: Reliability (0.786); Assurance (0.832); Responsiveness (0.773); Tangibles (0.756); Empathy (0.887); and Customer Satisfaction (0.886). No observed variables were eliminated since all corrected item-total correlations exceeded the 0.3 threshold.

4.3. Exploratory Factor Analysis (EFA)

• Independent Variables: KMO = 0.837; Bartlett's Sig. = 0.000. The Total Variance Extracted reached 66.73% at an Eigenvalue of 1.128, indicating that the five extracted factors adequately explained the observed variables.
• Dependent Variable: One single factor "Customer Satisfaction" was extracted, accounting for 81.517% of the variance.

4.4. Regression analysis

The regression model achieved an Adjusted R² = 0.600, explaining 60% of the variance in customer satisfaction. Multicollinearity and autocorrelation assumptions were validated, given that the Variance Inflation Factor was well within limits VIF < 2 and the Durbin-Watson = 1.691. The standardized regression equation is specified as follows:

HL = 0.263*TC + 0.241*NLPV + 0.197*TĐPV + 0.177*HH + 0.159*DC + ε

The results reveal that Reliability (TC) yielded the highest standardized Beta coefficient (0.263), establishing it as the most critical factor of concern for customers visiting the Center.

5. Managerial implication

Based on the empirical findings, the authors propose five sets of solutions:

Consolidated Reliability

The Center must consistently strive to instill trust in customers by providing accurate and timely services while minimizing errors. This can be achieved by training a professional sample-receiving team capable of addressing inquiries directly, swiftly, and accurately.

Furthermore, transparency and efficiency should be enhanced by maintaining the public listing of procedures, workflows, and document requirements at the workplace and on the Center's website. The Center should also invest in modern machinery and advanced equipment to analyze a broader range of parameters, thereby meeting increasingly diverse customer demands.

Enhancing Assurance

This factor heavily impacts customer satisfaction through the professional qualifications, competence, and problem-solving capacities of the Center's specialists.

Communication skills among specialists must be improved. The Center should organize regular training workshops covering persuasive communication, active listening, and telephonic, written, and face-to-face interaction skills. These workshops should also focus on conflict resolution and rapid situational assessment combined with accurate decision-making.

Periodic training on new legal documents and technical consulting skills should be mandated. Additionally, the Center should implement an "Apology Letter" policy to address service defects or delays.

Improving Responsiveness

A "customer-centric" service culture must be established. The Center should host talks, seminars, and intensive training programs that emphasize prioritizing customer interests and satisfaction. A professional code of conduct must be developed to govern interactions, creating a friendly, open working environment that fosters positive engagement.

Prompt and attentive service must be maintained even during peak hours. Sample reception must follow a fair and equitable procedure for all clients, strictly eliminating preferential treatment based on personal acquaintances.

Upgrading Tangibles

The Center must ensure its physical infrastructure and equipment are modern, scientifically structured, convenient, and synchronized. The reception area needs to be spacious, well-ventilated, and fully equipped with amenities (such as Wi-Fi and drinking water) to ensure customer comfort.

Information guidelines and procedural forms must be transparently displayed for easy reference. In addition, upgrading the parking lot facility will enhance overall customer convenience.

Fostering Empathy

The Center must make concerted efforts to understand customer difficulties, thereby building rapport and making clients feel respected. Specialists should exhibit a professional, ethical, and dependable work style.

To improve responsiveness, requests must be handled quickly and efficiently. Staff should actively listen to and thoroughly resolve complaints. Lastly, an online feedback system should be integrated to allow customers to easily contribute suggestions at any time.

6. Conclusion

This study successfully established and measured the factors influencing customer satisfaction at the Dong Thap verification and testing center. The results indicate that Reliability and Assurance constitute the two primary pillars of service quality. Despite limitations regarding the sample size, the study provides sound empirical evidence to assist the Center in improving its service quality and sharpening its competitive edge.

REFERENCES

Cronin, J. J., & Taylor, S. A. (1994). SERVPERF versus SERVQUAL: Reconciling performance-based and perceptions-minus-expectations measurement of service quality. Journal of Marketing, 58(1), 125-131. https://doi.org/10.1177/002224299405800110

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (6th ed.). Pearson Prentice Hall.

Nguyen, H. D. (2021). Factors of public administrative service quality affecting citizens’ satisfaction in Chau Phu district, An Giang province. Ho Chi Minh City Open University Journal of Science. - Economics and Business Administration, 16(1), 34-45. https://doi.org/10.46223/HCMCOUJS.econ.vi.16.1.1306.2021

Ngo, T. T. L., Nguyen, T. K. D., & Le, T. T. (2019). Public satisfaction with public service quality in implementation of land rights in Cao Lanh city, Dong Thap province. Hue University Journal of Science: Social Sciences and Humanities, 128(6B), 147-158. https://doi.org/10.26459/hueuni-jssh.v128i6B.5248

Nguyen, T. D., & Huynh, T. N. (2020). Factors affecting customers' decision to choose motor vehicle inspection services in Can Tho. Journal of Industry and Trade, (27), 336-341.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.

Các nhân tố ảnh hưởng đến sự hài lòng của khách hàng về chất lượng dịch vụ phân tích thử nghiệm tại Trung tâm Kiểm định và Kiểm nghiệm Đồng Tháp

Đinh Vũ Long¹

Nguyễn Thị Trúc Nương²

Trịnh Bửu Nam¹

 Trần Minh Hùng¹

¹Giảng viên, Khoa Quản trị kinh doanh - Du lịch, Đại học Tây Đô

²Sinh viên, Khoa Quản trị kinh doanh - Du lịch, Đại học Tây Đô

TÓM TẮT

Trong bối cảnh hội nhập kinh tế ngày càng sâu rộng, sự hài lòng của khách hàng đã trở thành một yếu tố then chốt quyết định tính bền vững và sự phát triển của các tổ chức cung cấp dịch vụ công. Nghiên cứu này xem xét các yếu tố ảnh hưởng đến sự hài lòng của khách hàng đối với dịch vụ thử nghiệm và phân tích tại Trung tâm Kiểm định và Kiểm nghiệm Đồng Tháp. Dữ liệu được thu thập từ khảo sát 180 khách hàng và được phân tích bằng các phương pháp thống kê mô tả, kiểm định độ tin cậy Cronbach’s Alpha, phân tích nhân tố khám phá (EFA) và hồi quy tuyến tính bội. Kết quả nghiên cứu xác định năm nhóm yếu tố có tác động tích cực đến sự hài lòng của khách hàng, bao gồm: độ tin cậy, sự đảm bảo, khả năng đáp ứng, phương tiện hữu hình và sự đồng cảm. Trong đó, độ tin cậy là yếu tố có ảnh hưởng mạnh nhất đến sự hài lòng của khách hàng. Trên cơ sở các kết quả thực nghiệm, nghiên cứu đề xuất một số hàm ý quản trị nhằm nâng cao chất lượng dịch vụ và tăng cường vị thế cạnh tranh của Trung tâm.

Từ khóa: sự hài lòng, chất lượng dịch vụ, phân tích thử nghiệm, trung tâm kiểm định và kiểm nghiệm.

[Tạp chí Công Thương - Các kết quả nghiên cứu khoa học và ứng dụng công nghệ, số 16 năm 2026]