ASSESSING THE IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION AT TRA NOC - O MON WATER SUPPLY JOINT STOCK COMPANY, CAN THO CITY

Abstract

This study was conducted to assess the impact of service quality factors on customer satisfaction with water supply services at Tra Noc - O Mon Water Supply Joint Stock Company. Given the company's existing limitations such as high water loss, unstable water pressure, complex procedures, and good customer service but limited professionalism, the study used a SERVQUAL model adjusted to suit the Vietnamese context. The research method combined qualitative and quantitative approaches, surveying 70 households using water supply services. Cronbach's Alpha test, exploratory factor analysis (EFA), and multiple linear regression were performed using XLSTAT software. The results showed that the model fits and explains 51.9% of the variation in satisfaction (adjusted R² = 0.519). Three factors positively impact satisfaction: tangible facilities, reliability and professionalism, and safety. The research results indicate that Tra Noc - O Mon Water Supply Joint Stock Company needs to focus on upgrading infrastructure, increasing professionalism, and ensuring water quality; while simultaneously simplifying processes and improving service attitudes to enhance customer satisfaction and achieve sustainable development in the future.