SPSS Report: Customer Satisfaction Analysis for Passio Coffee (FPTU)

This report presents an SPSS-based analysis of customer satisfaction at Passio Coffee, focusing on the FPT University branch. The study, conducted by a group of students, aimed to evaluate the impact of Passio's service quality on customer satisfaction using a 35-item questionnaire based on the SERVQUAL model. The methodology involved a survey of over 200 customers, followed by data analysis using SPSS to determine the relationships between service quality dimensions (tangibles, responsiveness, reliability, empathy, and assurance) and customer satisfaction. The analysis included descriptive statistics, Cronbach's alpha for reliability testing, Pearson correlation, and linear regression. The key findings revealed a high correlation between empathy and tangible variables with customer satisfaction, while responsiveness, reliability, and assurance showed insignificant correlations. The report concludes with recommendations for Passio to enhance service quality and improve customer satisfaction based on these findings, providing a valuable guideline for the management to improve the quality of Passio in FPT area.

1
SPSS REPORT
Measure the customers’ satisfaction level
of Passio Coffee
April 12th, 2020
Subject: Business Decision Making
Teacher: Nguyen Huu Hoang Giao
Class: FPTU-BA1401-BDM201
Members:
Nguyen Le Minh Han
Tran Dai Duong
Le Trong Quang
Luong Nhat Tuan
Nguyen Ngoc Ky Thoa
Pham Dao Tan Dung

2
Contents
Abstract ........................................................................................................................................................ 3
1. Introduction ..................................................................................................................................... 3
2. Literature review ............................................................................................................................. 4
3. Methodology ................................................................................................................................... 5
4. Data analysis .................................................................................................................................... 7
4.1. Descriptive Statistic .......................................................................................................................... 7
a. Frequencies .................................................................................................................................... 7
b. Descriptive ...................................................................................................................................... 9
4.2. Cronbach’s alpha............................................................................................................................ 10
a. Definition ...................................................................................................................................... 10
b. Accreditation standards ............................................................................................................... 11
c. Test Cronbach’s Alpha scale in SPSS............................................................................................. 11
4.3. Pearson correlation ........................................................................................................................ 15
a. Definition ...................................................................................................................................... 15
b. Accreditation standards ............................................................................................................... 15
c. Test Pearson correlation in SPSS .................................................................................................. 15
4.4. Linear regression ............................................................................................................................ 17
a. Definition ...................................................................................................................................... 17
b. Accreditation standards ............................................................................................................... 17
c. Test Regression in SPSS ................................................................................................................ 18
d. Charts ........................................................................................................................................... 20
5. Recommendation & Conclusion ................................................................................................... 21
a. Recommendation ......................................................................................................................... 21
b. Conclusion .................................................................................................................................... 21
References .................................................................................................................................................. 22
Appendix ..................................................................................................................................................... 23

3
Abstract
Study objectives: this research was aimed to evaluate the short-form 35-item questionnaire as an
instrument for measuring how service quality of Passio effect to customer satisfaction. The
results of which would enable the management to improve the quality of service accorded to
clients.
Design: the research is briefly demonstrated by a small survey conducted on a randomly selected
bunch of customers regarding the service quality.
Implication: the findings of this study can be used as a guideline by the management to improve
the quality of Passio in FPT area.
Result: the outcome of multiple regression analysis showed that empathy and tangible variables
reflected a high correlation with customer satisfaction. On the other hand, responsiveness,
reliability and assurance variables recorded an insignificant correlation with customer
satisfaction.
1. Introduction
With the strong development of the F&B market, the development and competition between
domestic and foreign coffee brands is getting stronger, and Passio is not out of this war.
Launched in 2006, Passio is one of the first clean coffee brands to take away in Vietnam. The
main color of Passio is the green color that shows the freshness, youthfulness, and personality.
With slogan “Passio is Passion without “N”” Passio has consistently pursued the path of
elevating Vietnamese coffee through the use of clean coffee and enjoying in a modern style,
integrating with the world. Thereby introducing to international friends, the image of
"Vietnamese people create and develop Vietnamese coffee", including the brand Passio. The
quality of the drinks as well as the service space are very important factors to create the success
of the brand. Therefore, Passio need to capture the satisfaction of customers with Passio products
and services, so the surveys will used to help Passio understand customer needs and want,
strengths and weaknesses of the brand through which the most effective remedies and
developments for products and services are found.

4
2. Literature review
A woman walked up to the branch manager of a bank. "Are you hiring any help?" she asked.
"No," he said. "We already have all the staff we need."
"In that case, would you mind trying to find someone to help me in the safe deposit area?" she
asked.
This story is just a comical representation of a customer's dissatisfactory reaction resulted from a
service failure of a bank. The term Customer Satisfaction has become the prime concern of most
of the organizations to be competitive in the industry. Determining and meeting customer
expectation regarding services is the key to make satisfied customers and the best way for
determining customers‟ needs and expectation is the use of surveys and researches- the key
vehicle for understanding customer expectations and perceptions of services.
The survey is based on SERVQUAL model. SERVQUAL is a multidimensional research tool,
designed to capture consumers' expectations and perceptions of a five-dimensional service that is
believed to represent service quality. SERVQUAL is built on the expectation-confirmation
model, in simple terms, service quality is understood as the level of expectation before
consumers' consumption is confirmed or not confirmed by sensors. Get the facts they get after
experiencing the service.
Five-dimensional service quality including:
1. Reliability: The ability to deliver promised services reliably and accurately
2. Assurance: The knowledge and courtesy of employees and their ability to convey trust and
confidence
3. Tangibles: The appearance of physical facilities, equipment, personnel and communication
materials
4. Empathy: The provision of caring, individualized attention to customer
5. Responsiveness: The willingness to help customers and to provide prompt service
The SERVQUAL model has gone through a lot of testing to give the final streamlining result.
The developers of this tool, Parasuraman, Ziethaml and Berry, have stated that this is the tool
that delivers the most reliable and accurate results. SERVQUAL has been widely used in
companies around the world, in a wide range of contexts and cultures, and is considered to be
suitable. It has gradually become a major scale in service quality.

5
Because of its ease of use and high accuracy results to measure quality in the service sector that’s
why SERVQUAL models are used in our survey. In addition, in fact, researchers have added
demographic information questions to classify customers, giving the most accurate results for the
survey process.
Conceptual framework and research hypothesis
Independent Variable Dependent Variable
The literature had been used as the foundation to develop a conceptual framework for this
study as shown in figure. Based on the framework, it can be hypothesized that there are
positive relationships between:
- Tangible and Customer satisfaction
- Responsiveness and Customer satisfaction
- Reliability and Customer satisfaction
- Empathy and Customer satisfaction
- Assurance and Customer satisfaction
3. Methodology
This survey is designed to allow researchers to integrate the service quality literature, the actual
survey to collect and examine the data for optimum results of Passio. A small survey has been
conducted on more than 200 students and employees currently enrolled at FPT universities to
represent the way to conduct SERVQUAL survey. The instrument's design causes it to be best
suited for use as a diagnostic methodology utilized for determining Passio of service quality
strengths and weaknesses.
This research uses quantitative research methods. An experiment is a type of research method in
which manipulate one or more independent variables and measure their effect on one or more
dependent variables. Experimental design means creating a set of procedures to test a hypothesis.
This hypothesis is customer satisfaction about Passio Coffee's service. The data collection
method is to use a survey to send to each person who used to use the service at Passio Coffee.
Customer satisfaction
Service quality features:
• Tangible
• Responsiveness
• Reliability
• Empathy
• Assurance

6
Step 1: Create SERVQUAL questionnaire table
To evaluate the service quality dimensions, 35 statements were selected from the structured
SERVQUAL questionnaire and demographic format. The questionnaire representing customer
expectation regarding each criterion. A five-point Likert scale is used to get the level of
expectation and perception associated with each service quality criterion. The SERVQUAL
questionnaire format were summarized as shown in table below:
Service quality Respondents’ Opinion
Independent
variables: 25
questions
Tangible Passio provides facilities that has adequate, and comfortable
in operations areas.
Responsiveness Passio should be willing to take urgent actions, and deliver
clear, correct information.
Reliability Passio should be willing to fulfill promises, improve service
performance, and solve problems.
Empathy Passio should be willing to take care and hear
complaints/suggestions from customers.
Assurance Passio exhibits high professionalism and guarantee in
dealing with customers.
Dependent
variables: 5
questions
Perceive quality Passio implement tangible, responsiveness, reliability,
empathy and assurance in delivering services to customers
had increased their satisfaction.
Description:
5 questions
Demography Gender, ages, occupation, spending, habit.
Step 2: Do survey
A survey was separate into 25% offline samples and 75% online samples.
Target sample: customers of Passio in FPT university (generally students and employees).
Sample size: consist of more than 200 customers of FPT branch of Passio.
Data analysis: collect primary data to validate the questionnaire for gathering the adequate
information.
Step 3: Collect data and analyzed by SPSS
The survey questionnaire was answered by participants based on their consent and on a voluntary
basis. A statistical package for social science (SPSS) version 26.0 was used to analyze the
questionnaire data and thus tested the research hypotheses.

7
4. Data analysis
4.1. Descriptive statistics
a. Frequencies
Statistics
GENDER AGE WORK SPENDING HABIT
N Valid 217 217 217 217 217
Missing 0 0 0 0 0
Mean 1.59 1.30 1.69 2.65 1.43
Std. Deviation .493 .542 1.110 1.104 .497
Variance .243 .294 1.233 1.218 .247
Skewness -.368 1.643 1.147 -.199 .272
Std. Error of Skewness .165 .165 .165 .165 .165
Minimum 1 1 1 1 1
Maximum 2 3 4 4 2
The table above presents the descriptive (summary) statistics for the demographic research. With
the sample size of 217 customers, the mean of gender is 1.59 that means the female as 1.6 times
as male. The skewness value is given as -.368, this shows that the distribution is far from
symmetrical and skew nearly to the right => data being lack of positively skewed distributed.
Similarly, we can identify the remaining data of the whole customers surveyed.
GENDER
Frequency Percent Valid Percent
Cumulative
Percent
Valid MALE 89 41.0 41.0 41.0
FEMALE 128 59.0 59.0 100.0
Total 217 100.0 100.0
The number of male (41%) and female (59%) do survey was approximately.
AGE
Frequency Percent Valid Percent
Cumulative
Percent
Valid FROM 18 TO 24 161 74.2 74.2 74.2
FROM 25 TO 39 47 21.7 21.7 95.9
40 OR HIGHER 9 4.1 4.1 100.0
Total 217 100.0 100.0

8
It was realized that majority of customers were in the age group of 18-24 years old. This group
belongs to youngers generation.
WORK
Frequency Percent Valid Percent
Cumulative
Percent
Valid STUDENT 152 70.0 70.0 70.0
LECTURE 5 2.3 2.3 72.4
OFFICER 35 16.1 16.1 88.5
OTHER 25 11.5 11.5 100.0
Total 217 100.0 100.0
Since the majority age group was young generation so that almost their occupation belongs to
students.
SPENDING
Frequency Percent Valid Percent
Cumulative
Percent
Valid UNDER 1.5 MILLION VNĐ 44 20.3 20.3 20.3
FROM 1.5 MILLION TO
UNDER 3 MILLION VNĐ
50 23.0 23.0 43.3
FROM 3 MILLION TO
UNDER 5 MILLION VNĐ
60 27.6 27.6 71.0
5 MILLION OR HIGHER 63 29.0 29.0 100.0
Total 217 100.0 100.0
The above table shows the spending pattern of participants. It can be seen that the level of
spending of FPT students and employees are roughly but the majority of people spending is from
5 million or higher.
HABIT
Frequency Percent Valid Percent
Cumulative
Percent
Valid USE AT SHOP 123 56.7 56.7 56.7
TAKE AWAY 94 43.3 43.3 100.0
Total 217 100.0 100.0

9
Customers prefer using beverage at shop to taking away. They usually use drink at shop to do
their assignment, but the number of people take away still high because the breaktime of FPT is
only 15 minutes which not allow customers to enjoy at shop longer.
b. Descriptive
Using Likert Scale - Quantitative variables for 5 independent variables group questions, not
dependent variable group statistics:
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
TANG1 217 1 5 3.70 .951
TANG2 217 1 5 3.88 .882
TANG3 217 1 5 4.01 .882
TANG4 217 1 5 3.94 .974
TANG5 217 1 5 3.61 .985
RELIA1 217 1 5 3.55 1.036
RELIA2 217 1 5 3.74 1.022
RELIA3 217 1 5 3.96 1.004
RELIA4 217 1 5 3.77 .981
RELIA5 217 1 5 3.91 .963
RES1 217 1 5 3.91 .946
RES2 217 1 5 3.79 .976
RES3 217 1 5 3.89 .949
RES4 217 1 5 3.64 .991
RES5 217 1 5 3.70 1.045
ASS1 217 1 5 3.98 .933
ASS2 217 1 5 3.96 .981
ASS3 217 1 5 3.82 .894
ASS4 217 1 5 4.07 .913
EMP1 217 1 5 3.71 .965
EMP2 217 1 5 3.83 .986
EMP3 217 1 5 3.94 .989
EMP4 217 1 5 3.60 1.041
EMP5 217 1 5 3.65 .957
EMP6 217 1 5 3.76 .979
Valid N (listwise) 217
Descriptive Statistics aims to check errors in the process of entering data into the table. Because
of:

10
- If all of these questions have a minimum in the specified range from 1 to 5, the data was
entered correctly.
- If Minimum <1 or Maximum> 5 => some certain lines were entered the wrong data.
=> In this questionnaire, all variables are entered correctly.
+ Mean column is the average of all 217 answers.
Example:
Tang1 = 3.70, the average of 217 answers is 3.17.
Tang2 = 3.88, the average of 217 answers was 3.88.
The Mean value of all features are roughly 3.8 and nearly approach to 4. Base on the Likert scale,
the highest point of satisfaction is 5 so these figures of data can prove that almost customers are
quite satisfied with the service quality of Passio.
+ Std. Deviation is the standard deviation of each question variable. This means that from the
value Min will intersect in the dynamic range.
Example:
Tang1 = 0.951, This means that from the value of Min will be delivered in the range of 0.951
units up or down.
Tang2 = 0.882, This means that the value of Min will be delivered in the range of 0.882 units up
or down.
Similarly, the remaining variables have Min and Std. Deviation values respectively.
The bigger Std. Deviation value, the more spread out are the data. Hence, the data have a high
figure above 1 (RELIA1, RELIA2, RELIA3, RES5, EMP4) can express a wide gap of
satisfaction and dissatisfaction => There are much contrast in responses between different
consumers.
4.2. Cronbach’s alpha
a. Definition
Cronbach’s Alpha coefficients only measure the reliability of the scale (including 3 or more
observed variables) but not measure the reliability for each observed variable.
The Cronbach’s Alpha coefficient has a variable value [0,1]. In theory, the higher the coefficient,
the more reliable the scale. However, this is not exactly correct. Cronbach’s Alpha coefficient is
too large (above 0.95) show that there are no differences in the scale, this phenomenon is called
overlap in the scale.

11
b. Accreditation standards
- Cronbach’s Alpha coefficient value level: (condition: < 0.95)
• ≥ 0.6: fulfil requirement (not really reliable)
• ≥ 0.7: good
• ≥ 0.8: very good
- If a measurement variable has Corrected Item - Total Correlation ≥ 0.3, that variable is
qualified.
- Cronbach's Alpha if Item Deleted estimates what the Cronbach's alpha would be if you got rid
of a particular item.
• If the value of Cronbach's Alpha if Item Deleted > Cronbach Alpha.
• Corrected Item - Total Correlation < 0.3.
 Reject the variables which were not fulfil requirements to increase the reliability of the
scale.
c. Test Cronbach’s Alpha scale in SPSS
TANGIBLE
Reliability Statistics
Cronbach's
Alpha N of Items
.909 5
Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total
Correlation
Cronbach's
Alpha if Item
Deleted
TANG1 15.44 10.535 .745 .893
TANG2 15.26 10.674 .796 .883
TANG3 15.13 10.690 .793 .884
TANG4 15.21 10.258 .774 .887
TANG5 15.53 10.343 .746 .894
- 0.8 < Cronbach's Alpha = 0.917 < 0.95 => very good.
- Corrected Item-Total Correlation> 0.3 => qualified.
- Cronbach's Alpha if Item Deleted < Cronbach's Alpha
 Tangibles scale has reliability.

12
RESPONSIVENESS
Reliability Statistics
Cronbach's
Alpha N of Items
.922 5
Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total
Correlation
Cronbach's
Alpha if Item
Deleted
RES1 15.02 12.139 .812 .902
RES2 15.14 12.018 .801 .904
RES3 15.04 11.878 .857 .893
RES4 15.29 12.033 .781 .908
RES5 15.24 11.921 .745 .916
- 0.8 < Cronbach's Alpha = 0.922 < 0.95 => very good.
- Corrected Item-Total Correlation> 0.3 => qualified.
- Cronbach's Alpha if Item Deleted < Cronbach's Alpha
 Responsiveness scale has reliability.
RELIABILITY
Reliability Statistics
Cronbach's
Alpha N of Items
.917 5
Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total
Correlation
Cronbach's
Alpha if Item
Deleted
RELIA1 15.39 12.229 .762 .904
RELIA2 15.19 11.898 .834 .888
RELIA3 14.97 12.333 .777 .900
RELIA4 15.16 12.432 .784 .899
RELIA5 15.03 12.583 .778 .900

13
- 0.8 < Cronbach's Alpha = 0.917 < 0.95 => very good.
- Corrected Item-Total Correlation> 0.3 => qualified.
- Cronbach's Alpha if Item Deleted < Cronbach's Alpha
 Reliability scale has reliability.
EMPATHY
Reliability Statistics
Cronbach's
Alpha N of Items
.922 6
Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total
Correlation
Cronbach's
Alpha if Item
Deleted
EMP1 18.79 17.943 .779 .908
EMP2 18.66 18.169 .726 .915
EMP3 18.55 17.804 .774 .909
EMP4 18.89 17.493 .766 .910
EMP5 18.85 17.858 .800 .905
EMP6 18.73 17.539 .822 .902
- 0.8 < Cronbach's Alpha = 0.922 < 0.95 => very good.
- Corrected Item-Total Correlation> 0.3 => qualified.
- Cronbach's Alpha if Item Deleted < Cronbach's Alpha
 Empathy scale has reliability.
ASSURANCE
Reliability Statistics
Cronbach's
Alpha N of Items
.844 4
Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total
Correlation
Cronbach's
Alpha if Item
Deleted

14
ASS1 11.85 5.241 .781 .758
ASS2 11.87 4.977 .802 .746
ASS3 12.01 5.532 .741 .777
ASS4 11.76 6.609 .427 .903
- 0.8 < Cronbach's Alpha = 0.844 < 0.95 => very good.
- Corrected Item-Total Correlation> 0.3 => qualified.
- Cronbach's Alpha if Item Deleted of ASS1,2,3 < Cronbach's Alpha. But Cronbach's
Alpha if Item Deleted of ASS4 = 0.903 > Cronbach's Alpha = 0.884.
 Cronbach's Alpha of ASS4 must be removed to increase the overall reliability of
Assurance.
PERCEIVE QUALITY
Reliability Statistics
Cronbach's
Alpha N of Items
.938 5
Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total
Correlation
Cronbach's
Alpha if Item
Deleted
PQ1 15.24 11.593 .789 .933
PQ2 15.15 11.423 .841 .923
PQ3 15.16 11.531 .834 .924
PQ4 15.12 11.380 .869 .918
PQ5 15.19 11.654 .840 .923
- 0.8 < Cronbach's Alpha = 0.938 < 0.95 => very good.
- Corrected Item-Total Correlation> 0.3 => qualified.
- Cronbach's Alpha if Item Deleted < Cronbach's Alpha
 Perceive quality scale has reliability.

15
4.3. Pearson correlation
a. Definition
Pearson’s correlation coefficient is the test statistics that measures the statistical relationship, or
association, between two continuous variables. It is known as the best method of measuring the
association between variables of interest because it is based on the method of covariance. It
gives information about the magnitude of the association, or correlation, as well as the direction
of the relationship.
Method: Compare the linear correlation between the dependent variable and the independent
variables to confirm that the independent variable has an impact on the dependent variable. In
addition, examine the correlation between the independent variables to consider the case of
multicollinearity in the survey.
b. Accreditation standards
The steps of linear correlation analysis:
• Step 1: Determine the Pearson correlation cell between the variables to be analyzed.
• Step 2: Check the Significant (2-tailed index) in the data box. This index will range from
-1 to 1. If the Significant (2-tailed) of these two variables ranges from 0 to 0.05, the
conclusion is that the two variables are interdependent. If this condition is not met,
conclude that these two variables are not interdependent.
• Step 3: Check the Pearson correlation index and conclude the correlation rate between
variables.
c. Test Pearson correlation in SPSS
Based on the data collected from the Passio Coffee survey (FPT University branch) survey and
data processing, the linear correlation between the dependent variable and the independent
variables have the results are as follows:
Correlations
TANG RELIA RES ASS EMP PQ
TANG Pearson Correlation 1 .840** .831** .793** .808** .848**
Sig. (2-tailed) .000 .000 .000 .000 .000
N 217 217 217 217 217 217
RELIA Pearson Correlation .840** 1 .883** .816** .831** .839**
Sig. (2-tailed) .000 .000 .000 .000 .000
N 217 217 217 217 217 217
RES Pearson Correlation .831** .883** 1 .832** .823** .846**

16
Sig. (2-tailed) .000 .000 .000 .000 .000
N 217 217 217 217 217 217
ASS Pearson Correlation .793** .816** .832** 1 .843** .821**
Sig. (2-tailed) .000 .000 .000 .000 .000
N 217 217 217 217 217 217
EMP Pearson Correlation .808** .831** .823** .843** 1 .897**
Sig. (2-tailed) .000 .000 .000 .000 .000
N 217 217 217 217 217 217
PQ Pearson Correlation .848** .839** .846** .821** .897** 1
Sig. (2-tailed) .000 .000 .000 .000 .000
N 217 217 217 217 217 217
**. Correlation is significant at the 0.01 level (2-tailed).
Correlation between dependent and independent variables:
- To compare the correlation between the dependent variables and the independent
variables, the researchers must consider the last row of the Correlation table.
- Look at Sig. (2-tailed) of cells between PQ and TANG, RELIA, RES, ASS, EMP, all
cells meet the Significant (2-tailed) index condition from 0 to 0.05. Therefore, it can be
concluded that the dependent variable (PQ) is correlated with the dependent variables
(TANG, RELIA, RES, ASS, EMP).
- Based on Pearson correlation index, conclude that the correlation between dependent
variable (PQ) and independent variables (TANG, RELIA, RES, ASS, EMP) is as
follows:
• PQ = 84.8% TANG.
• PQ = 83.9% RELIA.
• PQ = 84.6% RES.
• PQ = 82.1% ASS.
• PQ = 89.7% EMP.
Correlation between independent variables with each other:
- To compare the correlation between the independent variables with each other, the
researchers must consider the first to the fifth row of the Correlation table.
- Look at Sig. (2-tailed) of cells between TANG, RELIA, RES, ASS, EMP, all cells meet
the Significant (2-tailed) index condition from 0 to 0.05. Therefore, it can be concluded
that the independent variable (TANG, RELIA, RES, ASS, EMP) is correlated with each
other.
 The correlation of Pearson between dependent variables (PQ) and independent variables
(TANG, RELIA, RES, ASS, EMP) has the following indicators: PQ = 84.8% TANG,
PQ = 83.9% RELIA, PQ = 84.6% RES, PQ = 82.1% ASS, PQ = 89.7% EMP.

17
 Suspect of multi-collinear phenomenon is suspected because the independent variables
are correlated with each other.
4.4. Linear regression
a. Definition
Different from Pearson correlation, in regression the variables are not symmetric as correlation
analysis. The role between the independent and dependent variables are different. X and Y or Y
and X are correlated with each other having the same meaning, while with regression, we can
only comment: X affects Y or Y affected by X.
In multiple linear regression analysis, we assume the independent variables X1, X2, X3 will
affect the dependent variable Y. Apart from X1, X2, X3 ... there are many other factors effects
on Y.
b. Accreditation standards
In Model summary table:
- The adjusted R square shows the percentage of variation explained by only the
independent variables that actually affect the dependent variable.
• From 0.5 to 1: the model is good
• Less than 0.5: the model is not good
- The Durbin Watson Test is a measure of autocorrelation in residuals from regression
analysis. Autocorrelation can lead to underestimates of the standard error and can cause
you to think predictors are significant when they are not. Durbin Watson value from 1 to
3: There is no autocorrelation => good
In ANOVA table:
- The Sig value of the F test is used to test the suitability of the regression model. If Sig <
0.05 => the multiple linear regression model is suitable for the data set and can be used.
In Coefficients table:
- The Sig value of the t test is used to test the meaning of the regression coefficient. If the
Sig of an independent variable < 0.05 => the independent variable has an impact on the
dependent variable.
- The beta coefficient is the degree of change in the outcome variable for every 1-unit of
change in the predictor variable. The larger beta, the more impact on dependent variable
and customer satisfaction.

18
- VIF is used to check for multi-collinearity. In theory, if the VIF < 10, there is no
collinearity happening with independent variable. However, in fact, if the coefficient VIF>
2, the possibility of multi-collinearity between the independent variables is very high.
c. Test Regression in SPSS
Model Summaryb
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate Durbin-Watson
1 .927a .859 .856 .31975 2.100
a. Predictors: (Constant), EMP, TANG, ASS, RES, RELIA
b. Dependent Variable: PQ
- The value of Adjusted R Square= 0.856 shows that the 5 independent variables affect
85.6% to the change of dependent variables. The remaining 14.4% is due to the impact
from variables outside model and random error.
- Durbin Watson= 2.100, this coefficient is in the range from 1 to 3 => There is no
autocorrelation phenomena.
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 131.535 5 26.307 257.304 .000b
Residual 21.573 211 .102
Total 153.108 216
a. Dependent Variable: PQ
b. Predictors: (Constant), EMP, TANG, ASS, RES, RELIA
- This is the table that shows the output of the ANOVA analysis and whether there is a
statistically significant difference between our group means. The significance value is
below 0.05 and, overall, the regression model statistically significantly predicts the
outcome variable.
 The linear regression model is suitable with dataset of community => Sample can
represent for community and can be used.

19
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
Collinearity Statistics
B Std. Error Beta Tolerance VIF
1 (Constant) .012 .117 .103 .918
TANG .251 .056 .239 4.474 .000 .234 4.264
RELIA .055 .061 .056 .896 .371 .168 5.948
RES .163 .062 .166 2.649 .009 .170 5.878
ASS .031 .060 .029 .520 .603 .221 4.517
EMP .499 .056 .496 8.844 .000 .212 4.719
a. Dependent Variable: PQ
- Significant of independent variable (TANG, RES, EMP) are less than 0.05, therefore,
these independent variables are meant to explain the dependent variable => TANG, RES,
EMP are not removed from model.
- Significant of independent variable (RELIA, ASS) are more than 0.05, therefore, these
independent variables are meaningless => RELIA, ASS need to be removed from model.
- VIF coefficient of all independent variables are less than 2 => There is no
multicollinearity happened.
- All beta coefficients are greater than 0. Thus, independent variables in regression analysis
impact one-way to dependent variable. Base on beta, the order of impact level to
customer satisfaction is:
EMP (0.496) > TANG (0.239) > RES (0.166) > RELIA (0.056) > ASS (0.029)
• Empathy has the strongest impact to customer satisfaction.
• Tangible has the second strong impact to customer satisfaction.
• Responsiveness has the third strong impact to customer satisfaction.
• Reliability has the fourth strong impact to customer satisfaction.
• Assurance has the weakest impact to customer satisfaction.
Regression equation:
• PQ= .239*TANG + .056*REL + .166*RES + .496*EMP + .029*ASS
 Empathy has the strongest impact account for 49.6% to customer satisfaction. Passio
should focus on advancing the empathy factor.

20
d. Chart: A regression residual is the observed value - the predicted value on the outcome
variable for some cases.
To further check on the normality of the data set, a histogram with a normal curve is plotted.
Value of Mean= -1.53 approximately equal -1 and nearly approach to 0, Standard Deviation=
0.988 approximately equal 1. From the figure, we observe that the value is closer to the bell-
shaped curve hence the data can be thought of coming from a normal distribution.
Almost the plots gather at the predicted line. Since that, for most customers, their observed
performance as same as what regression analysis predicts. The more similarity (residual), the
better model predicts performance for customers => Positive correlation.

21
5. Recommendation and conclusion
a. Recommendation
The findings in this research showed that two service quality features: empathy and tangible
acted as important determinants of customer satisfaction in the studied organization. The
majority of customers perceived that empathy and tangible were actively and properly
implemented by the service provider to improve operations, administration and formality in FPT
areas. It is recommended that Passio should focus on taking care of customers, reacting
positively to feedback and advancing facilities. Besides that, Passio also need to improve
responsiveness, reliability, assurance features but they do not need to focus too much on them.
This practice has increased customers satisfaction with the service quality programs
implemented in the operations.
With practical data, the findings of this study could be used as a guideline by the management to
improve the quality of serving operations in Passio. The objectives could be achieved if
management emphasized on the following suggestions which is based on the mission of
advancing empathy and tangible features:
• Provide service training program to employees so that they will clearly understand the
customers’ needs and expectations.
• Consider better reward for customers who displayed high commitment and enthusiasm to
Passio.
• Advance information technology knowledge and to increase efficiency in advertisement.
If these suggestions are considered and implemented, then the motivation for Passio to perform
well would lead to higher satisfaction in future missions.
b. Conclusion
The study objective is to evaluate the short-form 35-item questionnaire as an instrument for
measuring service quality affect to satisfaction of Passio. This study proposed a conceptual
framework based on SERVQUAL literature. The measurement scale used in this research has
adapted the standards of validity and reliability analyses. Moreover, the results of multiple
regression analysis showed that empathy and tangible did act as important determinants of
customer satisfaction. Conversely, responsiveness, reliability and assurance did not act as
important determinants of customer satisfaction.
The various steps performed in order to prepare the data for the testing in SPSS are: descriptive
statistics, Cronbach alpha, Pearson correlation and linear regression. When reviewing the

22
outcome of the results above, it can be concluded that the variables of the model also reflect the
expectation of customers satisfaction.
Based on research by Hair, Anderson, Tatham and Black (1998) to refer to the planned sample
size, the minimum sample size is 5x35 (the number of questions in all) =175. A survey was
conducted among 217 consumers, which rises the reliability. With this sample size, the result
might be obtained and the reliability of research might correct. Moreover, this study was based
on self-reported data, taking only the perspectives of FPT customers.
REFERENCES
[1] Tool for searching keyword: http://findarticles.com/?noadc=1
[2] Understanding SERVQUAL model:
• https://www.marketingstudyguide.com/understanding-the-servqual-model/
• https://en.m.wikipedia.org/wiki/SERVQUAL
[3] Study of SERVQUAL for service quality measurement: http://www.iosrjournals.org/iosr-
jbm/papers/vol1-issue5/C0150919.pdf?id=5549
[4] How much the sample size in SPSS: http://en.phantichspss.com/formula-determine-much-
sample-size-spss.html
[5] Overview SPSS: https://www.spss-tutorials.com/spss-what-is-it/
[6] Descriptive statistic output: https://stats.idre.ucla.edu/spss/output/descriptive-statistics/
[7] Example for Cronbach’s Alpha: reliability:
https://psych.hanover.edu/classes/ResearchMethods/Assignments/reliability-1.html
[8] Cronbach’s Alpha meaning: https://stats.idre.ucla.edu/spss/faq/what-does-cronbachs-alpha-
mean/
[9] Case book: Business analysis using regression (1998):
https://link.springer.com/book/10.1007%2F978-1-4612-0683-5
[10] ANOVA in SPSS: https://statistics.laerd.com/spss-tutorials/one-way-anova-using-spss-
statistics.php

23
APPENDIX Questionnaire table
Demographic information
1. Your gender:
o Male
o Female
2. You belong to which age group?
o From 18 to 24 years old.
o From 25 to 39 years old.
o From 40 years old and more.
3. What is your current job?
o Student
o Teacher
o Office worker
o Different job :…………………….
4. Average of your monthly expenses?
o Less than 1.5 million VND
o From 1.5 million to less than 3 million VND
o From 3 million to less than 5 million VND
o From 5 million VND and more
5. You usually drink at the shop or take away ?
o At the shop
o Take away
SERVQUAL QUESTION
(From 1 is strongly disagree to 5 is strongly agree)
1 2 3 4 5
Tangibles
Layout area of Passio reception gives you a
good impression and comfortable.
The shop was swept clean, the interior is eye-
catching.
Staff always wear the right uniform, neat and

24
elegant.
Modern beverage dispensing equipment,
safety and hygiene
The advertising campaigns, signs have a
impressive designed, giving a good
impression on you.
Reliability
The staff is always attentive to inform to you
when there are empty tables.
Staff express interest in customer questions
The staff served the right dishes, you don’t
need to adjust.
Passio always have a reasonable remedy for
the negative comments from customers.
The promotions take place and end at the
announced time.
Responsiveness
When water is pouring, staff are always
available to help.
Staff always clean the table and serve drinks
quickly in a reasonable time.
Passio Coffee always transmits information
about services and promotions correctly.
You don’t need to wait too long to be served
when the shop is crowded.
Prices of services and products of Passio
Coffee are reasonable with market prices..
Assurance
Passio makes you trust when trading with cash
or e-commerce wallets ...
Attitude of Passio Coffee staff is friendly,
courteous, and respectful to customers.
Staff are knowledgeable to answer all your
questions
You don't feel your health affected after using
Passio's drinks
Empathy
How the staff prepare the drinks are suitable
with your taste.
Opening time of Passio is suitable with your
time.
You are satisfied with the promotion of Passio
on your birthday (50% discount on the total
bill + 1 free cake).

25
You like the music list at Passio.
The light of Passio help you take better
photos.
The decoration space of Passio gives you a
good and comfortable impression.
Perceived Quality
1 2 3 4 5
You are satisfied with tangible of Passio.
You are satisfied with reliability of Passio.
You are satisfied with responsiveness of Passio.
You are satisfied with assurance of Passio.
You are satisfied with empathy of Passio.
END