Factors affecting university student's satisfaction when using Voiz FM audiobook service in Ho Chi Minh City

Abstract

“Learning to know, learning to do, learning to live together, and learning to be” is the learning goal that UNESCO has proposed. Learning is extremely important to every person's life, there are many forms of learning, but learning from books is probably the learning method that we still find very popular. In today's social trend, we are busy with everything, so how to absorb knowledge more easily is a matter of concern. Audiobooks were born according to the development of the times to partly meet the needs of people to acquire knowledge in the context that we are always busy with life. According to the development trend of the world and some suitable conditions, audiobooks are also gradually becoming developed in Viet Nam. However, with the benefits and advantages that audiobooks bring, the development can be said to be still in the early stages compared to other countries in the world. Therefore, this study wishes to study "Factors affecting university student's satisfaction when using Voiz FM audiobook service in Ho Chi Minh City" in order to bring mutual benefits to both users and businesses. The research method includes qualitative conducted through interviewing 10 users of Voiz FM audiobooks and quantitative analysis through the analysis of 236 valuable samples through questionnaires based on the SERVQUAL model and antecedent and mediators of satisfaction models. The study uses 5 independent variables Tangibles, Reliability, Responsiveness, Assurance, and Empathy, 1 intermediate variable Perceived Service Quality, and the dependent variable Customer Satisfaction. The results of the study show that all variables have an effect on Customer Satisfaction when using Voiz FM audiobook service, but only one variable has no effect because it does not reach statistical significance, which is the variable Assurance. Through the results of linear regression analysis, the Empathy factor has the greatest influence on Perceived Service Quality and Perceived Service Quality has a great influence on Satisfaction when using the Voiz FM audiobook service, so the developer of Voiz FM It is necessary to appropriately strengthen sympathy and support for customers when they have questions, encounter problems in the process of using Voiz FM audiobooks to increase customer satisfaction. Finally, the study makes recommendations to administrators.