CUSTOMERS’ SATISFACTION IN SERVICE MARKETING OF MARINE RECRETIONAL SPORTS AT MUI NE BEACH, PHAN THIET CITY, BINH THUAN PROVINCE, VIET NAM

Abstract

The purpose of this research was to examine customers’ satisfaction level and satisfaction between gender (male VS female), age (above 25 years-old group VS 16-25 year-old group) and nationality (Vietnamese VS foreigner) of customers in service marketing of marine recreational sports (windsurfing and kite-surfing). This survey research was conducted in Mui Ne beach,Phan Thietcity, Binh Thuan province, Viet Nam. The 123 windsurfers and kite-surfers were served as the study participants. A 35-item-standard questionnaire based on principles of service marketing (7P’s) was used to test this study purposes with a Cronbach’s alpha coefficient of 0.89 and content validity index of instrument was 0.98.

The results and conclusion showed that all of customers feel satisfied (   = 3.898, SD = 0.215) with the service provided at the resorts. Furthermore, male customers showed higher satisfaction level than female customers. The statistical analysis however indicated that male and female customers were not different (t = 0.72, p = 0.47). The above 25 years-old group had a higher satisfaction level than 16-25 year-old group. However, there was no statistically significance between two age groups of participant (t = - 1.80, p = 0.07). The foreign customers had a higher significant satisfaction level than Vietnamese customers (t = - 3.00, p = 0.003) in service marketing satisfaction of windsurfing and kite-surfing activities.