EVALUATING PANASONIC’S MARKETING STRATEGY IN VIET NAM MARKET SHARETIMES

Abstract

Service quality aspect has the greatest impact on customer satisfaction when using the after-sales service provided by Panasonic Vietnam at the warranty center. In this study, the author examined the SERVQUAL model's service quality evaluation elements involving customer satisfaction. More specifically, the hypothetical model was proposed to examine how each component of service quality affects customer satisfaction specifications. Survey data was collected with 210 valid votes and analyzed using SPSS 20 and AMOS, a statistical program, to more accurately evaluate the hypothetical model. This research has found that among five factors, namely Tangibility, Responsiveness, Reliability, Assurance and Empathy, the two most important aspects involving the satisfaction of customers are Tangibility and Responsiveness. The study discovered that Reliability, Assurance, and Empathy had very little impact on customer satisfaction in the case of Panasonic warranty service providers.