RP Assignment

A REPORT ON LG ELECTRONICS COMPANY ________________________________________________________________
Title Page
Prepared for: Lecturer, Mr Jubred Ada Peano Unit 8: Research Project Banking Academy, Hanoi BTEC HND IN BUSINESS (FINANCE)
Submission Date: 7th May 2012
Prepared by: VN Group Trn Thu Vn Nicole (F04-198) (leader) Trn Th Thu Tho Su (F04-158) Nguyn Hng Giang Obbie (F04-045) Phm Minh H Katie (F04-049)
Class: F04B
A REPORT ON LG ELECTRONICS COMPANY ________________________________________________________________

Executive Summary
Technology becomes one importance in the human life. The electronics products such as televisions, cell phones, air conditions, and so on are not strange with people anymore. Twenty years ago, television is seen as the luxurious one to Vietnamese people. After twenty years, in 2012, each family in Vietnam has at least one television in their house. Additionally, others electronics products, for example refrigerator, washing machine, and so on are also extremely necessary. The increases of peoples demand makes electronics industry develop quickly. The electronics companies: Samsung, LG, Panasonic, Sony has their own plan to grow in the potential market Vietnam. LG Electronics Vietnam is outstanding with quality of products and service. To have the solid position in the current market, LG Electronics Vietnam has to have the good quality management. In the range of paper, researcher chose LG Electronics Vietnam to be the research objective. Besides, a Quality Management aspect is also selected to researching. In the study, we do some researchers about the effectiveness of the companys quality management to achieve customers satisfaction. The study presents some main contents as follow: Identify a research question or hypothesis and justify choice Justify the chosen methodology in terms of the research question Prepare an action plan with target dates and methods for monitoring and updating Devise a code of ethics for the conduct of the study
Table of Contents ________________________________________________________________________

Title Page.. 1 Executive Summary. 2 Table of contents.. 3 Introduction.. 5 I - CHAPTER 1: INTRODUCTION ................................................................................................... 6 1.1 Research Background: ............................................................................................................ 6 Background of electronics industry: ............................................................................... 6 History of LG Electronics: .............................................................................................. 7 LG Electronics organizational structure: ....................................................................... 8 Vision, Mission, and Core value of LG Electronics: ...................................................... 9 Products of LG Electronics Vietnam: ........................................................................... 10
1.1.1 1.1.2 1.1.3 1.1.4 1.1.5 1.2
Problem statements: .............................................................................................................. 11 The impact of quality management: .............................................................................. 11 Factors and problems in quality management:.............................................................. 11
1.2.1 1.2.2 1.3
Research objectives:.............................................................................................................. 17
1.4 Significance of the Study: ........................................................................................................... 18 1.4.1 For LG Electronics: ........................................................................................................... 18
1.4.2 For managers of LG Electronics: ....................................................................................... 18 1.4.3 For employees of LG Electronics: ..................................................................................... 19 1.4.4 For the researchers: ............................................................................................................ 19 1.4.5 For customers: .................................................................................................................... 19 1.5 Research Questions/Hypotheses: .......................................................................................... 20
1.5.1 Research Questions: ............................................................................................................. 20 1.5.2 Hypothesis: .......................................................................................................................... 21 1.6 1.7 1.8 Action Plan and Target Dates: .............................................................................................. 23 Research Limitations: ........................................................................................................... 26 Research Ethics: .................................................................................................................... 27 Definition of Research Ethics: ...................................................................................... 27
1.8.1
Table of Contents ________________________________________________________________________

1.8.2 Issues in Research Ethics: ............................................................................................. 27
II - CHAPTER 2: LITERATURE REVIEW ................................................................................... 29 2.1 Introduction of Literature Review: ............................................................................................. 29 2.2 Area of research: ......................................................................................................................... 29 2.3 Topic: .......................................................................................................................................... 30 2.4 Articles about the problems: ....................................................................................................... 31 III CHAPTER 3: RESEARCH METHODOLOGY ..................................................................... 35 3.1 Research Design: ........................................................................................................................ 35 3.1.1 Sources of data: .................................................................................................................... 35 3.1.2 Types of Research Design: .................................................................................................. 36 3.2. Research Sampling: ................................................................................................................... 36 3.3 Research Instruments: ................................................................................................................. 38 3.4 Methods of Data Analysis:.......................................................................................................... 41 3.4.1 The Arithmetic mean: .......................................................................................................... 41 3.4.2 The Frequency Distributions:............................................................................................... 42 3.4.3 Correlations: ......................................................................................................................... 43 Conclusion ........................................................................................................................................... 45 References ............................................................................................................................................ 46 Appendix 1: Questionnaires ............................................................................................................... 53
Research Project VN Group (F04B) Introduction
Nowadays, with the trend of internationalization, globalization of world economy and the trend of integrative economically nation and the region has created opportunities and challenges for every business, forcing companies to face with the competition not only location but also the international market. Competitive price policy will not bring high economic efficiency when the life of the people increases, then they are willing to pay high prices to get high quality products. With the changing trend from competitive price to competitive quality, so the business will apply the form of competition by improving the quality of products and services is essential in the future. Therefore, if organizations want to survive and stand firmly on market, they definitely must win in this competition that can only be achieved when the quality products of enterprise have been increasingly enhanced. Only inconstantly securing and improving quality product, the product of business have faith in customers, reputation of the business will been raised. With the trend of winning the competition by quality products as the current management of quality products have great importance to the business. Therefore, enterprises have to pay attention, take the quality matter from the top since properly aware about quality management, and need to understand how effect the quality management with their business from which to quality for their business. Because of practical significance and importance of quality management for the existence of the business that the group goes into the research topic: A research of the effectiveness of LG Electronics' Quality Management to achieve Customers' Satisfaction.
Research Project VN Group (F04B)
I - CHAPTER 1: INTRODUCTION
1.1 Research Background: 1.1.1 Background of electronics industry: Recent years have seen the development of technology, which plays an important role in everyones life especially when people now need to use electronics products more than in the past. In Vietnam, electronics goods are becoming more popular with the variety in form, quality, source of origin, prices, etc. to meet customers strong demands. In addition, in recent years, the majority of peoples economic lives are significantly improved, making high-tech products are no longer unfamiliar and expensive goods like before. Besides, people also can approach new technologies in easier ways with the help of mass media. Most of all, the price of high-tech products tend to fall quickly leading many customers to have more chances to own appropriate goods. M.Thoa (Sc tiu th hng Vit tng mnh, 2009) stated that there was a high growth in the purchasing power of Vietnamese electronics market because of the fall in the goods prices from 10 to 50 per cent. With the population of almost 88 million (Thanh Huong, Dn s Vit Nam s vt ngng 88 triu ngi trong nm 2012, 2011), Vietnam is becoming an attractive electronics market with high growth rate that many domestic as well as foreign organizations can invest in. PV (Tiu th hng cng ngh ca Vit Nam tng 28%, 2011) said that GfK - a worldwide market-research corporation stated that in 2010, Vietnam reached the growth rate of 28 per cent in electronics product purchases which was the highest rate when comparing with other 8 Asian countries. According to 75/2007/QD-TTg- Decision approving the plan for development of Vietnam's electronics industry in 2010 and a vision to 2020 (2007), Mr. Nguyen Tan Dung - Vietnamese Prime Minister approved that the electronics would be one of the most important industry to motivate the process of industrialization and modernization in Vietnam. Following this decision, the objective until 2010 the electronics industry will produce 4-6 billion USD in which exportation accounted for 3-5 billion USD. On 11-1-2007, Vietnam officially joined the World Trade Organization (WTO), formally joined the global trade playing field. With this participation, the open markets have a major impact on electronics market in Vietnam. Hong Anh & Nhu Trang (Nhng thay i t ngy 1/1/2009, 2008) found that the 6
Research Project VN Group (F04B) foreign retailers have been allowed to enter the Vietnamese market since January 1st of 2009. Therefore, all the limitations applied for those retailers were also removed. The event was said to make a significant influence on responses of domestic distributors as they started preparing for activities to gain more market share. LG Electronics is one of foreign organizations which invest in Vietnam. The enterprise has been building its strong brand in Vietnamese customers minds. Entering a potential country, LG Electronics has both advantages and disadvantages in the companys operation.
1.1.2 History of LG Electronics: Established in 1958, LG Electronics, Inc. (LG) is known as one of the world top innovative technology companies specializing in electronics production, mobile communications and household appliances, with more than 84,000 employees in 112 field including 81 subsidiaries around the world (Overview of LG Electronics, n.d.). The products of LG Electronics are varied with different designs and features such as flat-screen TVs, audio and video products, mobile phones, air conditioners and washing machines. In spite of being a well-known enterprise, LG has always continued put efforts on their finished goods to strengthen the brand presence globally and to maximize profitable growth. According to Overview of LG Electronics (n.d.), LG Electronics, in particular, will focus on achieving profitability growth and sustainable in mobile communications and home entertainment to strengthen its leading position in the IT industry. According to Koo Bon Moo, ngi gy dng thnh cng cho LG (n.d.), in 2004, LG's net profit rose 25% to nearly 1.2 billion USD in total sales of nearly 102 billion USD. Revenue from display and digital music player goods was at nearly 43.72 billion USD, which increased by 11.8% compared to 2003. In addition, the enterprise has also planned to expand its market segmentation to the field of home appliances, air conditioners and other business solutions at the same time. Operating in technology and electronics industry for more than 50 years, LG Electronics has created some remarkable landmarks in the organizations history. With the high professional ability in technology, LG Electronics has unveiled many products continuously applied updated new technologies in the form of mobile
Research Project VN Group (F04B) devices and digital TVs in the 21st century in order to affirm its status as a global company. There are some important landmarks of LG Electronics: (LG Electronics history, n.d) 1958: Founded as GoldStar. 1960's: The first Korean manufacturer of radios, TVs, refrigerators, washing machines, and air conditioners. 1995: Renamed as LG Electronics acquires US-based Zenith. 1997: -LG produced the first CDMA digital mobile handsets in the world, and supplied to Ameritech and GTE in U.S. -The organization achieved UL certification in U.S. -Develops world's first IC set for DTV. 1998: Developed the world's first 60-inch plasma TV. 1999: Established LG Philips LCD which is a joint venture with Philips. 2000: Launched the world's first Internet refrigerator. 2001: -GSM mobile handsets were exported to Russia, Italy, and Indonesia -Establishes market leadership in Australian CDMA market 2002: Under LG Holding Company system and separated into LG Electronics and LG Corporation 2005: Became the fourth biggest mobile phone manufacturer in the world. 2008: Stated the new nature of the world brand: Styled designs and smart technologies are all in appropriate price products which are suitable for every customer. 1.1.3 LG Electronics organizational structure: LG has a large number of levels of management hierarchy with the president at the top, executive vice president under the president, layers of managers below, with employees at the bottom. It is reason why LG Electronics Vietnam is seen as the tall organization. The traditional model is defined with the characteristics: narrow spans control, centralization, function department. According LG Electronics corporation information (n.d.), Mister James Park is said to be the President for LG Electronics Southeast Asia Region Representative. He is responsible for strategic development and execution of LGs business and 8
Research Project VN Group (F04B) regional expansion strategies across all of the LGs organizations in Southeast Asia including Vietnam market (2012). Mister Nguyn Trng Bnh is the Vice President of LG Electronics Vietnam. Besides, Mister Tae Yeon Ko is CEO of LG company (Mai Anh, 2012).
CEO: Tae Yeon Ko Vice President: Nguyn Trng Bnh
Layers of managers Workers Chart 1: LG Electronics organizational structure
1.1.4 Vision, Mission, and Core value of LG Electronics: Vision: The vision of LG Electronics Vietnam is Pursuing Sustainable growth through stakeholder value creation (LG Electronics vision, mission and core values, n.d.). Mission: The Mission of LG Electronics Vietnam is Creating a leading global company that is sustainable and respected (LG Electronics vision, mission and core values, n.d.). Core value: According to LG Electronics vision, mission and core value (n.d.), the core values of LG Electronics Vietnam are stated as follows: - Integration: Connecting management systems and the value chain with sustainability. - Innovation: Providing differentiated value with improved technology and product quality. - Partnership: Building collaborative relationship between stakeholders and the global community. Additionally, LG also set up the ways to achieve Global Top three including People value, Customer Value, Share Holder Value (LG Electronics values, n.d). To 9
Research Project VN Group (F04B) meet the people value, LG will provide unique experience, develop marketable skills as well as reward people for their contributions. It makes employees trust company and always try to work best. To achieve customer value, LG perceives that LGs products have to be driven by what customers want. Share Holder value will be met if LG can focuses on right results, and builds capabilities continuously.
1.1.5 Products of LG Electronics Vietnam: LG Electronics have types of technological goods. In general, products of LG are divided into two main purposes including for customers demands and for business demands. The products for customers consists of Mobiles phones, TV/ Audio/ Video, Home Appliances such as washing machines, refrigerators, vacuum cleaners, ovens and, air conditioners, IT products (laptop).
Picture1: LGs products for customers demands (LG products, n.d.)
The products for business include commercial TV, Digital Signage, VCS, Solar Power,etc.
Picture 2: LGs products for business demands (LG products, n.d.)
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Research Project VN Group (F04B) 1.2 Problem statements: The Effectiveness of LGs Quality Management to Achieve Customers Satisfaction 1.2.1 The impact of quality management: Quality Management plays an essential role in keeping the companys position and making it even higher. The organization has to manage the quality of not only their goods but also their service to customers. The purpose of this area is to achieve the highest customers satisfaction to gain profitability growth. Nevertheless, there are many factors might affect the quality management of an enterprise if one of them gets problems. Therefore, to maintain the best quality, the organization has to care about all aspects from internal to external ones.
1.2.2 Factors and problems in quality management: Research title: The Effectiveness of LGs Quality Management to Achieve Customers Satisfaction Factor 1: Supplier quality (Kanagi Kanapathy, n.d.) According to What is a supplier? (n.d.), the ISO 9000:2000s definition of a supplier is "an organization or person that provides a Product" The lack of available raw materials affects the quantity of products to distribution network (branches, agencies). Particularly with multinational organization, there still exist slow methods to attract diverse suppliers. Material quality: The group assumes that LG Electronics might face with problems in material quality. As operating in electronics industry, the material is an important part of production process. Only with high quality materials, the company can manufacture electronics products with long life and good features. If the quality of materials is not qualified, the products will not satisfy customers. Therefore, if LG Electronics does not choose appropriate supplier for materials, it can possibly lead to a loss in profit of LG Electronics.
Location supply: Researchers assume that LG Electronics might cope with problems with the suppliers location if the distance is not convenient. The point is that LG Electronics is a Korean based company. Hence, it will be high possible that the company would not find 11
Research Project VN Group (F04B) appropriate suppliers, as LG Electronics might not be familiar with Vietnamese supply brands. The problem might be that if the location of supplier is too far from the factory, it will affect strongly or even postpone the working process. Besides, there might be troubles in the way delivering materials. As there might be some unwanted troubles incurring on the delivering way, the materials might not be delivered on time or even be broken.
Competitors: Another problem that LG Electronics might face with is the strong competitors. The point is that the electronics industry, nowadays, is very competitive. Different companies might compete each other by improving product features. However, there are some suppliers which are popular by their highest quality materials. Hence, most of organizations would want to have a chance to be the partner of those suppliers. In addition, if LG Electronics and other companies might want to use the same supplier, it might lead to the increase in price of materials.
Resources limitation: Relating to suppliers, the materials are very essential. However, in the situation which the domestic resources are becoming scarcity, suppliers might not also supply enough materials to the companies including LG Electronics. Moreover, when the current suppliers cannot deliver needed amount of materials, LG Electronics might have to order from other suppliers which are further or even from foreign countries. Hence, it would be highly possible that the company would be charged at high price.
Finance: The group assumes that LG Electronics might face with the financial problems. The point is that due to the financial crisis, there are many big enterprises affected and LG Electronics might be one of them. Dealing with financial problems, LG Electronics might reduce some of the companys investment projects. Therefore, instead of buying materials from good quality suppliers with high price, LG Electronics might choose the cheaper ones. Hence, the quality of the companys products would not remain stable.
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Research Project VN Group (F04B) Factor 2: Employee qualifications: (Kanagi Kanapathy, n.d.) The considerable number of human resources has been short-term training only. The expenses for training employees tend to grow up. Training environment: In quality management, high quality of employment is also one of the most important elements. However, to get qualified employees, LG Electronics also need to concentrate on training them. Therefore, researchers assume that LG Electronics might not qualify the professional training environment. LG Electronics might not recruit qualified teachers to train the companys employees. Besides, if LG cannot provide the employees opportunities to practice what they have learnt, it will be hard for the employees to improve their skills. As a result, the employment of LG Electronics would not help the company carry out good quality management.
Training time: The group assumes that LG Electronics might not create enough time for employees training to carry out. The problem might arise from the companys financial stages. Therefore, it might be difficult for LG Electronics to afford to maintain the training course to be longer enough. If the training time is not long enough, the employees might not learn thoroughly and be ready for their real jobs.
Human resources: As stated, employment plays an important role in getting the best quality management. LG Electronics might face with a trouble that there would not enough employees to carry out work. There are many cases that when the training course finished, qualified employees who have high skills and knowledge might decide to leave the company. Therefore, to keep those high quality employments, LG might have to plan a good treatment for the companys human resources.
Factor 3: Customer orientation: (Hunter Taylor, The Importance of Quality Management, n.d.) Philip Holden (1998, p.45) suggested that customer orientation is everything that an organization does not geared to the total satisfaction of its customers needs
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Research Project VN Group (F04B) Competitors: Competing is one of the most common problems that organization will face with, and LG Electronics will also. LG Electronics products might lose competitive advantage when competing with other companies products. Customers are more anticipating about good quality goods with low price. If LG Electronics tries to gain more customers, the company might have to lower the price which can also affect the quality.
Picture 3: Customer orientation (10 mistakes in behavior change, n.d.)
Feedback: Researchers assume that LG Electronics might ignore the feedback of customers. If the problem happens, the total quality management of LG Electronics will face with troubles. The point is that the purpose of improving quality management is to gain customers satisfaction. However, if LGs employees do not show the friendliness attitude towards customers when receiving feedbacks or even do not care about customers responses, they might not only stop sending comments, but also stop purchasing LGs goods because of disatisfaction.
Factor 4: Top management support: (Kanagi Kanapathy, n.d.) In Businessdictionary, top management is defined as the highest ranking executives (with titles such as chairman/chairwoman, chief executive officer, managing director, president, executive directors, executive vice-presidents, etc.) responsible for the entire enterprise.
Cooperation: 14
Research Project VN Group (F04B) Each department has own manager and specific missions which ensure its position in the whole company. Thus, to enhance the importance of personal status, there exist considerable conflicts among many layers of managers when setting general companys strategies. Assuming that if managers of LG Electronics do not support together, the internal environment will be damaged. Because of the both money and status ambitions, manages of LG may skip the cooperation with the same level of managers. It will be impossible for LG to control the human resources and lost competitive advantages in the market.
Experience: The international quality criterions are constantly changing, especially technology. Assuming that, if managers of LG Electronics are not agile in updating, reviewing and applying the latest indicators on product quality, the products of LG might face with disadvantages. Because when they are lack of experiences, the innovation in technology cannot be applied immediately quality to meet the of
international
standard
product. At that time, LG Electronics cannot keep existing customers as well as approach new customer. Picture 4: Top management work (Strategic Energy Plan Development, n.d.)
Controlling: There is a measurement in comparing power of management levels so the competition to hold much more power is increasing obviously. Assuming that, this problem occurs in LG because most of companies have to deal with the power competition among managers. Moreover, LG is a multinational organization with many different kinds of products so this issue has a higher speed happen in LG. At that time, LG may face to the risk of internal competition for managers power.
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Research Project VN Group (F04B) Motivating employee : An organization can apply some theories of motivation by any way. However, the situation of managers who are unfair in motivating employees will cause the wrong reward when assessing the employees performances. Assumption that it happens in LG because the bias in motivating employees happens easily in any organizations. Another part of employees of LG will feel unfairly and they do not work as well as their ability. If LG lacks of caring about employee, it will cause the decrease companys profit and ensure the advantages of internal environment.
Factor 5: Process/product design (Hunter Taylor, The Importance of Quality Management, n.d.) According to Gaurav Akrani (n.d.), "Product design is the translation of intellectual wisdom, requirements of the entrepreneurs, or needs of the consumers, etc. into a specific product." Competitor: In electronic regions, there are a lot of famous brands over the world such as SONY, SAMSUNG, PANASONIC and so on. Each operation has own personal product design to make impression in customers mind. Assumption that there will have much more new competitors in the electronic market, LG may have to face much more powerful from them to gain customers retention because it absolutely influences to LGs profit. Furthermore, the competitive advantages of LG Electronics are not guaranteed because LG needs to focus on more external factors to have stable position in the market.
Technology: The group assumes that LG Electronics might face with the disadvantage in technology. Operating in electronics industry, the product features are required to non-stop improve in order to gain customers expectations and satisfaction. As the technology is continuously developing, it might be a disadvantage for LG Electronics, if the enterprise cannot catch up with the development. The point is that when brand new technological goods launched, customers will highly focus on them. Therefore, LG Electronics might lose a portion of the companys
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Research Project VN Group (F04B) segmentation. Most of all, it will show that the companys total quality management still has some drawbacks.
Customer demand: It can be said that, catching up the various demand of customer is very difficult. Assumption that, if LG does not understand deeply about customers tastes, its brand will be forgotten gradually because LG cannot meet all the customers needs to make them satisfied or in other words, they do not want to buy LGs product anymore. At that time, the business operation of LG will be destroyed if without taking a look at the trend of market. Moreover, if the customer demands declines, the profit of LG also goes down.
1.3 Research objectives: The research is carried out for some objectives. However, the main purpose is to answer whether the quality management of LG Electronics is coping with problems or not. Therefore, researchers will define what the problems are and the reasons as well as recommendations of those problems. First of all, researchers aim to evaluate the effectiveness of LG Electronics quality management. Therefore, the study result will help researchers know whether the quality management of the company is appropriate or not. The objective is made by doing analysis on different stakeholders such as employees, store staffs and especially customers. The second objective of the study is to assess the satisfaction of customers towards LG Electronics products as well as the organizations quality management. Basing on the evaluation of customers on the companys products, researchers can have an objective view about the total product quality of LG Electronics. Besides, customers will also state their own opinions on LGs quality management by their given points on the groups surveys. The third objective of the research is to assess customer satisfaction with quality of LG Electronics services provided by the organizations staffs. The service quality is one of the most important aspects in evaluating the total quality
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Research Project VN Group (F04B) management of a company. Hence, researchers want to do analysis on the quality of LG Electronics staffs through the customers opinions. Another purpose in carrying out this research is to evaluate the efficiency of LG Electronics top management towards the organizations employees. The essential element of good total quality management in a company is to be managed and supported by efficient top management. In quality management, suppliers play an important role in maintaining the quality of a company. Therefore, the study is made to evaluate the relationship between LG Electronics and the organizations suppliers. Finally, basing on collected results, researchers will find out the existing problems of LG Electronics. Hence, the researcher might create some recommendations to help LG Electronics improve the companys quality management.
1.4 Significance of the Study: Researching about the quality management, the study might have important benefits towards many people and the LG Electronics as well. 1.4.1 For LG Electronics: The research might help the entire company have an overview of its own quality management system in order to check for whether the system is useful or not. Therefore, LG will find out the strong points as well as the limitations which need improvement. In addition, the enterprise will be provided the feedbacks collected from customers about the quality of not only LG products but also the companys service. Besides, there are some suggestions from the researchers basing on the consumers ideas to help LG strengthen its quality. Hence, LG Electronics might consider improving and strengthening the organizations quality management system to achieve customers satisfaction.
1.4.2 For managers of LG Electronics: Through the study, LG Electronics managers will find out the problems incurring in the companys quality management system. The researchers will help managers to do research carefully about the factors that might influence LGs total quality management such as suppliers, products, employees, etc. Hence, LG managers can improve their products in an efficiency way. Most of all, the top managers will 18
Research Project VN Group (F04B) know whether their management methods are appropriate or not, as it will be shown in the employees working ways. Therefore, managers might come up with new solutions to motivate employees more successfully.
1.4.3 For employees of LG Electronics: The research will help LG Electronics employees understand more about their own companys quality management. Understanding the system thoroughly, employees will work more effectively. Besides, employees especially the frontline staffs will have opportunities to know how customers evaluate the staffs service quality. Hence, the employees will correct their problems themselves. Finally, as the LG Electronics brand is becoming stronger, employees might have chances to gain many benefits especially promotion.
1.4.4 For the researchers: Doing the research will help the researchers understand more deeply the knowledge they have learnt, as they have opportunities to apply it in the real life. Through the study, researchers will know how LG Electronics and other big organizations operate and keep their position. Additionally, the importance of appropriate and efficiency quality management towards the enterprise will also be found after the research. Moreover, researchers who are students will have chances to gain more experiences about the research area which is very useful for their future career. The study, in addition, can be used for researching and studying purposes for future researchers. Basing on the researchs result, other researchers will know the current stage of quality management in LG Electronics, and then they will keep working to fix the past researchs limitations.
1.4.5 For customers: The research might be useful for customers especially for ones who like electronics goods. They will know more about the quality management system of LG Electronics to gain more experiences about the companys products. Most of all, customers also play important roles in the research. They will have opportunities to make their opinions about LGs products and service. Therefore, basing on 19
Research Project VN Group (F04B) customers demand, LG Electronics, the producer will try its best to satisfy the demands. As a result, customers can buy their suitable goods with the best service.
1.5 Research Questions/Hypotheses: In all business operations, quality management is considered one of the most important keys in achieving the success because of a huge influence to the firm from internal to external factors. Hence, focusing on improving quality management always create a powerful competitive advantages for the enterprise. In order to meet all the requirements of this research project, research questions is an effective tool in designing, evaluating the situation of quality management recently based on some questions about the purpose of this particular area. To have an objective view about the area in LG Electronics case, the research needs opinions of different people who have internal or external relationships with the company. Therefore, research questions are made. In addition, to contribute to the quality of research questions, hypothesis is the way of performing the relationship between quality management and companys objective. A hypothesis is a tentative statement about the relationship between two or more variables, Kendra Cherry (n.d.) suggested.
1.5.1 Research Questions: Question 1: What do customers profiles relate about? 1.1 Gender 1.2 Age 1.3 Occupation 1.4 Monthly income
Question 2: What is the perception of customer about quality management of LG Electronic Vietnam? 2.1. Product functions and guide book 2.2. Quality and price 2.4. Sale staffs services 2.5. After sale services and deliver service 2.7. Technology 20
Research Project VN Group (F04B) 1.5.2 Hypothesis:
Gender Age Occupation Monthly income
Evaluation about quality management
Conceptual Framework No.1
Hypothesis 1: Is there a significant relationship between gender and evaluation about quality management?
Hypothesis 2: Is there a significant relationship between age and evaluation about quality management?
Hypothesis 3: Is there a significant relationship between occupation and evaluation about quality management?
Hypothesis 4: Is there a significant relationship between monthly income and evaluation about quality management?
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Product Quality Price Staffs' Service Qualitty After sales Quality Technology Quality
Customer's Satisfaction
Conceptual Framework No.2
Hypothesis 5: Is there a significant relationship between product functions and guide book and customer satisfaction? Hypothesis 6: Is there a significant relationship between product quality and price and customer satisfaction? Hypothesis 7: Is there a significant relationship between sale staffs services and customer satisfaction? Hypothesis 8: Is there a significant relationship between after sale services and delivery quality and customer satisfaction? Hypothesis 9: Is there a significant relationship between technology and customer satisfaction?
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Research Project VN Group (F04B) 1.6 Action Plan and Target Dates:
No 1
Date 14 Mar 2012
Activities Form the group with 4 members: Nicole (leader), Su, Obbie, Katie 1st Group meeting: Discussion to choose 3 appropriate titles for the research and the applied company
Purposes/ Results To carry out the research more efficiently
Participants Nicole, Su, Obbie, Katie
16 Mar 2012
-Need 3 titles for the following weeks presentation -The members considered to choose DELL Company. -The lecturer corrected 3 titles and asked the group members for improvements. -Lecturer advised the group to change into another topic
Nicole, Su, Obbie, Katie
19 Mar 2012
Show 3 titles to the lecturer and ask for his advices
20-22 Mar 2012
Members individually did research on the Internet to choose appropriate topic and title.
Each member found information individually to create more ideas.
23 March 2012
Recapitulate all group members ideas
To choose better title for the research, then asked the lecturer again for approval
26 March 2012
Research title presentation
Lecturer approved the title To ask for LGs approval in order to make the research carried out Got lecturers signature in the proposal
27 March 2012
Writing proposal letter for LG Electronics
Nicole
28 March 2012
Handed in the proposal letter to let the lecturer to check
Nicole
29 March 2012
Ask the Banking Academy for the introduced letter
-Got a stamp and signature of the Director of Banking 23
Nicole, Su
Research Project VN Group (F04B) Academy. -Be ready to ask for LGs approval 10 30 March 2012 The group members went to the head quarter of LG Electronics to ask for the companys approval 11 3-6 April 2012 Nicole assigned work for other members. The group started to do chapter 1 Chapter 1 is divided into small parts. -Nicole: 1.2, 1.4, 1.5, 1.6 -Su: 1.2, 1.5, 1.8 -Obbie: 1.1, 1.7 -Katie: 1.1, 1.3 12 6 April 2012 Study about how to make questionnaires for the research 13 7 April 2012 2nd Group Meeting: Discussion to make the problem statement (1.2) for the next presentation Members found 6 factors which might affect the quality management system of LG Nicole, Su, Obbie, Katie The group made the first 4 questions in the profile part Nicole, Su, Obbie, Katie Nicole, Su, Obbie, Katie Got LGs approval Nicole, Su, Obbie, Katie
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9 April 2012
Presentation about researchs problem statement 3rd Group Meeting: Making research questionnaires
Lecturer approved the statement, but he also asked the members to fixed some mistakes
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11 April 2012
The members came up with 20 questions
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16 April 2012
-Fixed the problem statement and gathered information relating to the statement
Reordered some parts of the problem statements.
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20 April
-Fixing and combining
-Chapter 1 was fixed 24
Nicole, Su
Research Project VN Group (F04B) 2012 members parts of chapter 1 -Do research on chapter 2: literature review -Chapter 2 was also complete with the analysis of different information source 18 23 April 2012 After fixing the questionnaire, VN group print it out and ask teacher for approval 19 24-26 April 2012 -All members sent their chapter 3 works to Nicole (leader). -Fixing chapter 3 -Nicole: Research Design Nicole, Su, Got the lecturers signature as an approval on the main questionnaire Nicole
-Obbie: Research Samplings Obbie, Katie -Su: Research Instrument -Nicole & Katie: Research Methodology Chapter 3 was fixed
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2-4 April 2012
-Fixing the presentation of the report -Adding other parts into the report
-Katie wrote introduction and conclusion, Obbie wrote executive summary. -The report was completed After fixing and checking all the report parts. The group handed in the completed assignment.
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7 May 2012
Assignment Submission
Gantt Chart: (Gannt Charts were made by using Toms Planner)
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1.7 Research Limitations: The research concentrates on the matter of quality management of company through six factors including supplier quality, employee training, customer orientation, top management support, quality information availability. Researchers have mission to measure quality of management and then put forward recommendations to improve the existent weaknesses in the management system of company if necessary. In the research process, this study has limitations about information as well as implementing conditions. In other countries, the information is open and updated continuously. In Vietnam, on the contrary, the essential information for the research seems not to be easy to find. Additionally, the topic of the study is new, so references as well as documents are also limited. The research is carried out in the small scale with one hundred respondents consist of employees, managers, customers. It is a reason why the conclusions from this study just are general because the answers of one hundred particular people may not reflect the answer of most people. Besides, there are four researchers who are students of Banking Academy in Hanoi. Therefore, the members do not have experiences in research. As a result, the explanation, analyzing data were not expressed professional and diversely. Moreover, the study will lack the supporting of modern equipment such as analysis software, questionnaire software and so on. Hence, the study might not achieve the best result.
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Research Project VN Group (F04B) 1.8 Research Ethics: 1.8.1 Definition of Research Ethics: According to Peter A. Singer and Adrian M. Viens (2008, p.187) suggested research ethics is devoted to the systematic analysis of such questions to ensure that study participants are protected and, ultimately, that clinical research is conducted in a way that serves the needs of such participants and of society as a whole.
1.8.2
Issues in Research Ethics: There are some issues incurred in the research ethics such as confidentiality,
safe participation or informed consent. It may be considered that confidentiality is one of the first factors which respondents care about. Although, the objective of this research only serves for study aims, all the information of respondents is secured. It means the researchers guarantee that their names, ages or any other opinions are revealed for instance, no need for participants to check in their names. Furthermore, the researcher has ethical responsibility for not providing any respondents data for other purposes outside of studying harming the company, especially its competitors. In other words, it is impossible for the research to damage the companys values. Illustrating for safe participation, the respondents are not harmed in any ways. Researchers do not force them to answer what questions they do not want, even lack of cooperation. Particularly, researchers have to respect respondents viewpoints. In addition, they also cannot require participants to follow by any planned answers.
Informed consent:
This research is from International Training Program of Banking Academy in order to meet all the requirements of Research Project subject with the title The Effectiveness of LG Electronics' Quality Management to Achieve Customers Satisfaction.
This research is carried out for the study purpose only. Researchers will not be gained any cost through the study. Therefore, your opinions will not affect any other parties in bad way.
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Research Project VN Group (F04B) Your joining is totally non-compulsory. It means voluntary participation because you can ignore any question you do not like answering. Your decision whether or not participate in this research will not affect any of your future career. Any information obtained in this study and that can be related with you will remain confidential and will be disclosed only with your permission or as required by law. This survey is anonymous because your information is secured. If you took part in this research, no one can collect any data which are not identified. If you have any questions, please feel free to ask us. The researchers for this study are members from VN group (ITP Banking Academy). We also can be contacted by telephone number (084)904861892 or email
autumn.cloud0218@gmail.com.
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II - CHAPTER 2: LITERATURE REVIEW

2.1 Introduction of Literature Review: The literature review is said to be a documentation of comprehensive review of the publicized and unpublicized work from secondary sources of data in the area of specialist interest to the researchers (BPP Professional Education, 2004, p.106). Literature review might not be an easy part to write in a report; however, it is one of the most important parts. The point is that the literature review will help researchers know whether the study topic is appropriate and worth for them to carry out the research or not. According to What is a Literature Review (n.d.), a literature review is a critical and in depth evaluation of previous research. In addition, the review also summarizes other authors work and allows readers to find out the previous works results. Therefore, the literature review shows that the current research is based on knowledge gained through the previous ones. The source, additionally, stated that a good literature review expands upon the reasons behind selecting a particular research question. Writing a literature review, researchers should concern some core points. The topic that they are about to carry out was studied by whom, and what the previous researchers had found as well as their limitations. Moreover, researchers need to identify the major problems and debates incurring in the study. Besides, the key theories and concepts of the topic should be considered. Hence, researchers can possibly know the knowledge on the topic structured and organized (Tran Tri Dung, 2007). In addition, they will find out in which area will have enough space for them to do research, and might not step in other peoples results. Most of all, the researcher will determine the core area that they will have opportunity to carry out the research.
2.2 Area of research: For every company, one of its important goals is to continuously improve the total operation. Organizations always want to grow their market share, reduce all kinds of costs, and especially achieve customer satisfaction. To gain these purposes, appropriate quality management is totally essential. According to Archive for the Total Quality Management Category (n.d.), quality management is a management approach for an organization, centered on quality, based on the participation of all its members and aiming at long-term 29
Research Project VN Group (F04B) success through customer satisfaction, and benefits to all members of the organization and to society. The basis of quality management is said to decline the problems incurring during the manufacturing or service process, increase customer satisfaction and streamline supply chain management. Besides, the equipment is also aimed for modernization. Another factor is that the system helps organizations ensure that workers have the highest level of training (LeGroup, Quality Management system, n.d.). Total quality management is said to gain benefits by using quality management system. According to Department of Trade and Industry (Quality Management System, n.d.), quality management system will ensure both customers and organizations requirements. The source also stated that the quality management system enables the organization to achieve the goals and objectives set out in its policy and strategy. Moreover, the system provides consistency and satisfaction in terms of methods, materials, etc. Besides, it also interacts with all of organizations activities. Therefore, the quality management can ensure that its process begins with the identification of customers requirements, and ends with customers satisfaction.
2.3 Topic: The effectiveness of LGs quality management towards customers satisfaction The research focuses on the effectiveness of quality management towards customers satisfaction with LG Electronics case. As stated, all organizations want to maintain or even improve their operation standards to achieve customer satisfaction which is a key point for good result businesses. According to Chris Hakes (p.11) also found that a major factor in Total Quality improvement is monitoring performance in meeting or exceeding customer requirements. Customers satisfaction is known as the sense of satisfaction that consumers feel when comparing their preliminary expectations with the actual quality of the acquired products (Olga, Evaluating Customer Satisfaction as an Aspect of Quality Management, 2009). The author, additionally, stated that quality = customers satisfaction = value/cost. The definition identifies the close relationship between the product or service and customers satisfaction. Furthermore, Olga (2009) found that in the current conditions, customers play the role of arbiter, so failure will result if customers satisfaction is not taken into account. Therefore, customer satisfaction is also considered as an important role in the success of a business.
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Research Project VN Group (F04B) Nevertheless, the requirements of customers tend to change over periods which might lead to non-stop changings of companies quality management. According to Department of Trade and Industry (Quality Management System, n.d.), customers tend to require for the confidence of organization to deliver the desired product and service consistently meeting their needs and expectations. Therefore, the expectations of customers are based on not only the quality of the organizations products, but also the staffs service quality. As a result, to achieve customer satisfaction, the quality management system will have to qualify both internal and external factors from top management to frontline staffs as well as the relationship with suppliers.
2.4 Articles about the problems: Foreign articles: 1. Supplier Quality: Supplier quality is an important dimension of quality management as defective incoming materials lead to process and product quality problems. Chris Hakes (Total Quality Management: The Key to Business Improvement, p.11) said that customers are not only the people to whom you sell products or offer services, but are also the internal staffs. The author also stated that everyone in the organization has responsibility to contribute to quality by satisfying their internal customers so that the external customer is satisfied. Flynn et al.,(A framework for quality management research and associated measurement instrument, 1994) found that purchased materials and parts often become the major contributors to quality problems. Maintaining good supplier relationship is acknowledged as a key factor in maintaining competitive advantage. Many companies adopt the supplier partnership perspective to achieve higher quality and faster response to market needs. (Stevenson, 2007, Operations Management, p.533).
2. Employee Qualifications/ Training: Training is an efficient way to increase workers ability to perform better, while fully utilizes the skills of its workers 'ability is on its way to achieving organizational effectiveness. (George & Jones, 2005, Understanding and Managing Organizational Behavior, p.60) 31
Research Project VN Group (F04B) Training employees in quality concepts and tools increases the effectiveness of quality improvement activities. Training contributes to successful implementation of quality management systems in a firm. (Kanagi Kanapathy, Critical Factors of Quality Management, 2011). The benefits of employees training can be summed up as improves morale of employees, less supervision, fewer accidents, chances of promotion, increased productivity. The benefits which employees qualifications bring to company makes management of training aspect become extremely vital. Overall, management of employee training is crucial for organizational development and success. (Training of Employees - Need and Importance of Training, n.d.).
3. Customer Orientation: The main objective for a product or service design is to satisfy the customer. As customers expectations are dynamic, an organization needs to survey customer expectations regularly and modify its operations accordingly (Ahire et al., Development and validation of TQM implementation constructs,1996). The availability of customer complaint information to managers and the extent of the use of customer feedback to improve product quality reveal the level of customer focus in an organization (Kanagi Kanapathy, 2011). Customer orientation or the customer is king is a key word of the management economics, which the dependence of the enterprises on customer points out. Missing customer orientation can reduce the conversions. The causes for customer orientation lacking lie frequently in the culture, the structure and the processes of the enterprise. (Customer orientation, 2011). V S RAMA RAO (2010) mentioned that A good mission statement reflects the anticipations of customers. Rather than developing a product and then trying to find a market, the operating philosophy of organizations should be to identify customers needs and then provide a product or service to fulfill those needs. Good mission statements identify the utility of a firms products to its customers
4. Top management support: Strong commitment from the top management is vital in quality management.
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Research Project VN Group (F04B) Chris Hakes (Total Quality Management: The Key to Business Improvement, p.14) found that the quality of any organizations products or services is determined by the basic of manufacturing process. He followed as it is important to identify the process owners. They are all the people who influence and control the process and who are therefore well qualified to advice and comment. The effective of their knowledge and abilities is essential to effective process control which refers to the leadership. Rao et al.,(A framework for international quality management research,1999) described this factor as the top managements commitment in providing active and timely support to build quality awareness, leading to higher quality performance. Top management support plays a significant role in encouraging company-wide culture that is committed to quality improvement. (Black and Porter, 1996). The CEO is often the driver of responsibility efforts. This means that in the most sustainability-oriented companies, he or she plays a central and active role with the top management team in making CSR visible, raising awareness about global responsibility, and exhibiting personal commitment to this agenda. Some of the specific practice we see employed by those CEO, chief operating officers, and other top leader include introducing internal written and spoken communication channels to demonstrate their commitment and raise employee awareness, providing special ore targeted resources (money, staff time and expertise) to projects that create social good either locally or nationwide, and creating or approving a formal CSR position or group to spearhead or consolidate work in area and keep a strong focus on these goals. (Ellen Van Velsor, Cynthia D. McCauley, Marian N. Ruderman, 2010) A further important factor that influences the chance of the better innovation realization is the required support by the top management. Because their support and positive attitude towards the innovation also facilities the allocation of resources and improve the status of the innovation activities, leaders consequential have to win their trust. (Andreas Mothes, 2006, p.43)
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Research Project VN Group (F04B) 5. Process/ Product Design: The aim of product design is to develop a product that meets the demands of the market with a competitive advantage. Rao et al.,(1999) stated that, when a product is designed in such a way that it is unproblematic to manufacture, the manufacturing process variance is reduced. Product Design can be a challenging field of study because the discipline touches on so many subject areas such as materials, manufacturing, idea generation, CAD, engineering functions, art, market research and product types. (Richard Morris, 2009). The design process is the aggregate steps required to define, execute, validate and ship a design from design organization. The design process includes how you handle the flow of information as well as the flow of the steps required and any decisions that must be made (Jorvig, J. R., 2005). Jorvig (2005) stated that management of process design is very important. It helps people visualize the breadth of management necessary to ensure a minimal set of disconnects during design execution. Frantsvog, J. (2009) stated that focusing on process is vital to every company. Frantsvog showed many examples about the opinion of managers who were working in the famous companies such as Pepsi-Cola, Xerox, and so on to demonstrate for the statement. Weatherup, C. for instance, cited in Frantsvog (2009) suggested that a managers ability to build and institutionalize the capabilities, of people, the organization and systems requires a focus on core process.
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III CHAPTER 3: RESEARCH METHODOLOGY

3.1 Research Design: 3.1.1 Sources of data: Information used in researching includes both primary and secondary data. First of all, researchers tend to look for secondary data for deeper understanding about the study. Secondary data is said as obtained from some other organization than the one instantaneously interested with current research project. Secondary data was collected and analyzed by the organization to convene the requirements of various research objectives (Primary & Secondary Data Whats The Difference, n.d.). Besides, secondary data is related to the past from previous researches which make its value become unsatisfactory. However, this type of data has advantages of easily collecting and low costing as well as low time consuming. The point is that secondary data can be found through the internet, books, newspaper or magazines which are familiar with everyone. Secondary data can give researchers an overview of the study through researching of popular organizations and scientists. Meanwhile, primary data has some differences with secondary one. Primary research entails the use of immediate data in determining the survival of the market (Primary & Secondary Data Whats The Difference, n.d.). There are many ways to collect primary data such as questionnaires, interviews, focus group interviews, observation, and case-studies, etc. (Primary data collection methods, n.d.). Although, carrying out primary research can face some difficulties as it might take a lot of time as well as costing, it is worth for researchers to do it. Primary data is more accommodating since it shows the latest information. Therefore, the data will be more valuable. Most of all, the data you collect is unique to you and your research and, until you publish, no one else has access to it (Primary data collection methods, n.d.). In this study, researchers use both primary and secondary data to evaluate the main topic which is the effectiveness of LG Electronics quality management towards customers satisfaction. Therefore, the analysis will more detailed and believable.
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Research Project VN Group (F04B) 3.1.2 Types of Research Design: In research design, there are two main designs which are quantitative and qualitative one. According to What is Qualitative Research (n.d.), qualitative research concerns with exploring issues, understanding phenomena, and answering questions. The source also stated that qualitative research seeks out the why, not the how of its topic through the analysis of unstructured information such as open ended survey, videos, photos, etc. Therefore, the research does not always just rely on statistics or numbers. In contrast, quantitative researchs aim is to determine the relationship between one thing (an independent variable) and another (a dependent or outcome variable) in a population (Will G Hopkins, Quantitative Research Design, 2000). Moreover, this research design is normally used to evaluate how people feel, think or act in a particular way. Quantitative research tends to use questionnaires as its main technique. According to DJS Research Ltd. (n.d.), for this type of research design, structured questionnaires are used incorporating mainly closed questions - questions with set responses. In this study, quantitative design is the main research design. Researchers created a list of questionnaires for the study technique. The questionnaires will be given to 100 respondents to collect their answers. Basing on the results, researchers will have more detailed information to evaluate the relationship between different factors of LG Electronics quality management and customers satisfaction. Most of all, this method has many benefits. First of all, comparing with interviewing, conducting a questionnaire is easier to prepare. Since, the groups main topic focuses on customers perceptions; using questionnaire method will have an advantage of quick collecting answers. Therefore, all the surveys will be done in short time by more respondents than other ways. Most of all, participants will not feel burden when answering multiple choice questions. As the result, researchers will get valuable data to do analysis for their study.
3.2. Research Sampling: The field quality management which researchers are studying in more depth of the paper is considered as the positivistic study. Hussey and Hussey (1997) as cited in BPP Professional Education (2004) suggested that sampling is a fundamental element for a positivistic research (p.179). Additionally, researchers usually cannot make direct observations of every individual in the population they are studying. The two factors shows 36
Research Project VN Group (F04B) that research sampling is the vital step helping researchers collect data from a subset of individuals a sample and use those observations to make inferences about the entire population (Herek, n.d.). To have the most accurate result for the study, the research needs the large number of people taking part in answering the questionnaire. Researchers are studying the views of customers about the effectiveness of LG Companys quality management. Therefore, the sampling frame would be a list of all customers who have the recognition about LG Company. Customers can be divided into two types: internal customers including employees, management within the company; external customers are defined as the buyers of a company. There are three main types of sampling namely random sampling, quasi-random sampling, non-random sampling (BPP Professional Education, 2004, p.24). Researcher focuses on two first methods because non-random sampling is not appropriate with the study. A non-random sampling is a sample which each items of population has not an equal chance of being chosen at each draw.
Methods of sampling
Random Simple random
Quasi-random Systematic Stratified Multistage
Non-random Quota Cluster
Fig.1 The different methods of sampling belonging to the three categories (BPP Professional Education, 2004) The feature of simple random sampling is that all items of the population must be listed and there should be no missing items (sampling methods, n.d.). In the research, simple random sampling is not the appropriate methods because the limited age of respondent has to be from 18. It is the logical age that helps researchers to collect the correct information for the study. Researcher perceives that stratified sampling is the good methods for the study because in this method the population is separated into layers. The advantage of this method is that the accuracy of sample statistic is increased. Moreover, it ensures proportionate representation of the different classes of the population (sampling methods, n.d.). A questionnaire is carried out to investigate about the view of customer about quality 37
Research Project VN Group (F04B) management in Hanoi city. Researcher decides to divides population into classes based on age. The quasi-random sampling method (systematic sampling) is the technique that involves taking the sample at regular intervals from the population (BPP Professional Education, 2004, p.184). Additionally, it generally provides a good approximation to simple random sampling, necessitates the existence of a sampling frame (Normalizer, 2011). The example about the quasi-random sampling is that the researcher selects 15 people from LG headquarter, by picking the every third person coming in LG office. Overall, the research used two types of methods including systematic and stratified sampling to support for this study. The methods bring the high accuracy in the result of the study. Although each method also has some drawbacks, the merits of them outweigh the disadvantages.
3.3 Research Instruments: Questionnaire (Appendix 1) Supporting the title the effectiveness of LGs quality management towards customers satisfaction, the survey questionnaire formulated is to begin demonstrating the research objectives. This questionnaire is built up with 20 questions and divided into three separate parts named profile of respondent, respondents behaviors in purchasing electronic products and respondents perceptual about LGs quality management: Respondents profile: about gender, age, occupation and monthly income, from question 1 to question 4 Respondents behaviors in purchasing electronic products: from question 5 to question 7 Respondents perceptual about LGs quality management: from question 8 to question 20 The Likert questions are scales on which the participants register their agreement or disagreement with the statement Dr Jeffrey B Rubin, PhD,Jeffrey (1994) said. All Likert questions of this survey are located in the last part concerning to respondents perceptual about LGs quality management. More detail information about questionnaires is performed by the list below:
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Research Project VN Group (F04B) Firstly, the first four questions mention to the general information of respondents. The purpose of respondents profile is to collect basic information about their genders, ages, occupations and monthly incomes. Secondly, three next question about respondents behaviors in purchasing electronic products. All of them are multi-choice question. Question 5 is related to places (Markets, Electronics centres and Electronics stores) in the streets for purchasing electronic products. Researchers want to evaluate generally about the scale of retail market of electronic product currently. Question 6 mentioned to the way that customer usually get information about electronic products (The internet, Newspaper/ Magazines, TV advertisements, Friends advices or Ask staffs from electronics store for help). Question 7 has multi-choice answer mentioned to quality, design, price or other to find out the first factor that customer cares about Thirdly, question 8 and 9 talk about the quality of LG Electronicss product. Question 8 is yes/no question concerning to LGS product durability meanwhile question 9 (Likert question) is the comment of respondent about the 5 levels based on quality product of LG (from 0 to 10 point, from terrible to high quality) Fourthly, question 10 and 12 are multi-choice questions. Question 10 is about six main kinds or LG Electronics product called Mobile phones, TV/ Audio/ Video, Kitchen appliances, IT products, Air conditioning and Laundry/ Floor care appliances. Based on the experiences of customers, they will have different comment about the highest quality of LGs product. Question 12 is about design of LG product (Modern, Old-fashioned, Sporty image, Youthful image or Unique) Finally, Likert questions are from 11 to 20, except question 12. Question 11 might help LG consider about price quality management based on the feedback of respondent. Respondent evaluate followed by point 0-2 (very cheap), 2-4 (cheap), 4-6 (normal), 6-8 (expensive) and 810 (very expensive). It is one Likert question. Question 13 asks customers about the development of technology of LG products. They are Totally disagree (0-2), Somewhat disagree (2-4), Neutral (4-6), Somewhat agree (6-8) and Totally agree (8-10) 39
Research Project VN Group (F04B) Guide book is one effective way to learn about all the functions of products. by the evaluation of respondent based on Likert question by 02 (Totally difficult), 2-4 (Difficult), 4-6 (Normal), 6-8 (clear) and 8-10 (very clear), LG can enhance the importance of guide book in helping customer understand deeply about product. Question 15 and 16 all related to service staffs quality. The feedback of customers about staff service is very important in quality management of LG. Customer can choose Terrible (0-2), Bad (2-4), Average (4-6), Good (6-8) and Excellent (8-10). Delivery service is also very import to satisfy customer. This process which ensure the total quality of product safety contribute to completely purchasing. There are 5 areas of point in question 17 for respondent choose about quality of LGs delivery: Totally dissatisfied (0-2), Dissatisfied (2-4), Neutral (4-6), satisfied (6-8) and Very satisfied (810). Shopping online is more and more popular with customer. By the question 18, researchers might have a good suggestion for LG using this convenient serving for widely customer. From 0 to 10 points, it is the level of agreement that LG should or should not use online service. The opinions of respondent about keeping purchasing LG product is very important because LG can find out the reason why its products do not meet the customers requirement In business operations, quality management is a vital tools in not only implementing company strategy but also ensuring the right direction of the business. By Likert question form, there are 5 parts of qualitys importance can be chosen called Very unimportant (0-2), Unimportant (2-4), Average (4-6), Important (6-8) and Very important (8-10). This research focuses on evaluating the importance of LG quality management on customers satisfaction. To associating all the comments of respondent about LG Electronics, survey method which is an effective tool is used as primary data. The data which are collected for the first time and are original in nature is known as primary data, Jha (2009, p.4) suggested. 20 questions are composed to investigate the perceptual of customers about LGs product as well as the way of LGs quality management satisfying customers. This 40
Research Project VN Group (F04B) survey also is formal because it is unique for researchers and no one can access any information in this research. In addition, the result of this survey is very reliable and validity. Besides, this research also uses the second data which are research reports that use primary data to solve research problems, written for scholarly and professional audiences, Richard Nordquist (n.d.) claimed. Researcher used second data from the internet, book, and journal, etc. For example, in own website of LG, there is a huge of information about product, history, contact etc.
3.4 Methods of Data Analysis: 3.4.1 The Arithmetic mean: The arithmetic mean is calculated from the sum of values of items divided by the number of items (BPP Professional Education Business Decision Making, 2004, p.83). Formula:
x=
Fx F
F(x): the sum of all values of items (Frequencies multiplying with demand) F: the sum of number of items (Frequencies)
The method will be used to evaluate the Mean of the quality management of LG Electronics. Using Arithmetic method, researchers can get the accurate assessment about all aspects of the study area. First of all, basing on respondents marks, researchers can easily find out their satisfaction rate on LG Electronics products, staffs attitudes, after sales service. As the Likert questions are created in the order from the lowest satisfaction (0-2) to the highest satisfaction (8-10), it will be not hard for customers to give their own mark as well as for researchers to carry out the analysis. After getting the result, it will be directly seen that in which aspect is LG Electronics advantages or strengths, and which aspect is in the opposite side. The point is that if the mean returns with high value, it will also mean that the respondents really satisfy with LG Electronicss quality management. In contrast, if the mean value is low, LG Electronics should focus more on the companys quality. As a result, using the method, researchers can have an overview of LG Electronics quality management and how the factor affects customers satisfaction.
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Research Project VN Group (F04B) Advantages: Arithmetic mean is easy in both calculating as well as understanding. The value of all items is included in the computation of the mean. Therefore, it can be directly determined with arithmetical precision. Besides, the value also represents the whole set of data (BPP Business Decision Making, 2004, p.86). The method is created basing on mathematic theory. Hence, it can be used in further statistical analysis. Disadvantages: Arithmetic mean might not correspond to any actual value (BPP, 2004, p.86). The value of arithmetic mean might not correct when calculating extremely high or low values. However, this situation is not normally incurred in economic data (BPP, 2004, p.86).
3.4.2 The Frequency Distributions: A Frequency Distribution is said to record the number of times each value occurs (the frequency) (BPP Professional Education Business Decision Making, 2004, p.70). Formula:
P=
P: the percentage value of frequency distributions Fx: the frequency of items F: the number of answers
The method will be used to record the number of respondents classified by genders, ages, occupation and monthly income. Frequency Distribution is very useful for researchers to define directly different groups of respondents. Basing on the calculated percentage, researchers will find out the basic characteristics of the research survey participants. The information will be very important when evaluating the research data. The point is that knowing which characteristic group a respondent belongs to researchers can easily see the relationship between the characteristic and the respondents behavior. For instance, if the highest income portion of number of respondents is more than 10 million VND, and most of respondents agree that LG products are cheap, it means that the income standard really influences what people can afford to buy for their lives. 42
Advantages: Frequency tables are simple to understand and read. Besides, the Frequency Distribution is also easy to carry out (John Derrick, 2011). In Frequency Distribution, the most frequently occurring scores are easily identified (Neil J. Salkind, 2010). Frequency Distribution has advantage of presenting a completed picture of a set of data (Gravetter & Forzano, 2009). Frequency Distribution permits the use of more complicated statistical techniques which help reveal certain other obscure and hidden characteristic of the data (Sharma J. K., 2010). Disadvantages: The primary drawback of Frequency Distribution is the loss of detail, especially when continuous data are grouped into classes and the information for individual cases is no longer available (Neil J. Salkind, 2010). A serious limitation in Frequency Distribution is that there will be too much clustering of observations in various classes in case of the number of classes is too small. This will cause some of the important information to remain unexposed (Sharma J. K., 2010).
3.4.3 Correlations: Correlation is defined as an inter-relationship or correspondence (BPP Professional Education Business Decision Making, 2004, p.127). The coefficient of correlation measures the degree of correlation between two variables (BPP Professional Education Business Decision Making, 2004, p.130). Formula:
r: correlation coefficient x, y: represent pairs of data for two variables x, y n: the number of pairs of data used in the analysis
r must always fall between [-1;1] (BPP, 2004, p.130): r = +1 means that the variables are perfectly positively correlated 43
Research Project VN Group (F04B) r = -1 means that the variables are perfectly negatively correlated r = 0 means that variables are uncorrelated
The correlation method will be used to show the relationship between two variables. In this research there will be two correlations that will be accounted. First of all, researchers want to determine the correspondence between LG Electronics product quality and the companys product price. Basing on the result, it will be directly seen that whether the customers can gain actual value as what they paid to buy LG Electronics products. Another relationship that correlation method can help researchers identify will be whether customers will keep buying LG Electronics products basing on their satisfaction with the quality of the products. Advantages: The correlation method can help researchers make predictions about relationship between two variables when knowing about correlations. If two variables are correlated, it can be easily predicted one based on the other (Correlation, n.d.). The correlation method can carry out for a large number of individuals. Disadvantages: A disadvantage of correlation research is that the answers may be biased if a particular set of people is surveyed (Correlation, n.d.).
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Conclusion
Quality management has been increasingly confirmed its important role in the current period. It helps businesses have the ability to improve quality products, removal unnecessary incurred cost, increase competition, and increase the position of business in the market, so that enterprises can a durable develop. Thanks to the quality management, the benefits of business, consumers and society are more unified. Quality is intrinsically a strong impact to the basics of business operations. Therefore, the applications of quality management systems are becoming pressing issues in the current period, the decision to the sustainable development of the economy. In addition, one thing can be affirmed that no other way is quickly apply the quality management system into the production process of their business, if the businesses want to survive and develop.
Through analysis of the quality management of LG Electronics, we can see the limitations in the management of quality. Since then the enterprise should have good measures to more improve the management of quality in order to improve the quality of products from there improve the business operations of the LG Electronics.
Due to time and conditions are limited, researchers might not go through deeper the issue and has no practical experience. The research in the future would include contents of the article inevitable drawbacks need to be further review and comment.
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Research Project VN Group (F04B) References 10 mistakes in behavior change (n.d.). Red Balloon Ideas website. [online]. Available at: http://redballoonideas.com/blog/ [Accessed 20 April 2012] 75/2007/QD-TTg- Decision approving the plan for development of Vietnam's electronics industry in 2010 and a vision to 2020 (2007). [online]. Ministry of Justice of main website. Available at: http://vbqppl.moj.gov.vn/vbpq/en/pages/vbpq.aspx [Accessed 7 April 2012] Ahire, S. L., Golhar, D.Y. & Waller, M.A. (1996). Development and validation of TQM implementation constructs. Decision Sciences. Andreas Mothes (2006) Leading Innovation- How can leaders improve companies ability to generate innovations? GRIN Verlag Publishing. Archive for the Total Quality Management Category (n.d.). Vietnam World Class Manufacturing website. [online] Available at: http://vietnamwcm.wordpress.com/category/total-quality-management [Accessed 25 March 2012] Black, S. & Porter, L. (1996). Identification of the critical factors of TQM. Decision Sciences BPP Professional Education, 2004. Business Decision Making: Sampling. London: Aldine House BPP Professional Education, 2004. Research Project: Sampling. London: Aldine House Chris Hakes (1991) Total Quality Management: The Key to Business Improvement. Great Britain: St Edmundsbury Press Ltd, Correlation (n.d.). nvcc.edu website [online]. Available at: http://www.nvcc.edu/home/elanthier/methods/correlation.htm [Accessed 26 April 2012] Customer Orientation (2011). Economy-point.org website [online] Available at: http://www.economypoint.org/c/customer-orientation.html [Accessed 24 March 2012]
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Research Project VN Group (F04B) Department of Trade and Industry ( n.d.). Quality Management System [PDF] Available at: www.businessballs.com/dtiresources/quality_management_systems_QMS.pdf [Accessed 15 April 2012] DJS Research Ltd. (n.d.). What is Quantitative Research?. Market research world website. [online] Available at: http://www.marketresearchworld.net/index.php?option=com_content&task=view&id =11&Itemid=64 [Accessed 23 April 2012] Dr Jeffrey B Rubin, PhD,Jeffrey (1994), Handbook of Usability Testing: How to Plan, Design, and Conduct Effective Tests. Indiana: Wiley Publishing. Ellen Van Velsor, Cynthia D. McCauley, Marian N. Ruderman (2010) The Center for Creative Leadership Handbook of Leadership Development 3rd edition, John Wiley & Sons Flynn, B., Schoeder, R. & Sakakibara, S. (1994). A framework for quality management research and associated measurement instrument. Journal of Operations Management, 11, 336366. Frantsvog, J. (2009). Process Design and Management [online] Available at: http://www.ahcancal.org/events/qualitysymposium/2009%20Quality%20Symposium %20Handouts/Process%20Design%20and%20Management.ppt [Accessed 22 March 2012] Gaurav Akrani (n.d.) What is Product Design? Definition Meaning. Available at: http://kalyan-city.blogspot.com/2012/02/what-is-product-design-definition.html [Accessed 15 April 2012] George, J. M. & Jones, G.R. (2005). Understanding and Managing Organizational Behavior (4th ed.). New Jersey: Pearson Education Inc. Gravetter & Forzano (2009). Research Methods for the Behavioral Sciences. (3rd ed.). USA: Wadsworth Cengage Learning. Herek, G., (no date). A brief Introduction to Sampling. [online] Available at: < http://psychology.ucdavis.edu/rainbow/html/fact_sample.html> [Accessed 24 April 2012] 47
Research Project VN Group (F04B) Hong Anh & Nhu Trang (2008). Nhng thay i t ngy 1/1/2009 [online]. VN Express website. Available at: http://vnexpress.net/gl/kinh-doanh/2008/12/3ba09ae3/ [Accessed 7 April 2012] Hunter Taylor (n.d.). The Importance of Quality Management [online] Available at: http://www.ehow.com/about_5377881_importance-quality-management.html [Accessed 25 March 2012] Jha (2009). Quantative Aptud: Statistics For Ca-Cpt. New Delhi: Tata McGraw-Hill Publishing, p.4. John Derrick (2011). Advantages & Disadvantages of a Frequency Table [online]. Available at: http://www.ehow.com/info_12000027_advantages-disadvantages-frequencytable.html [Accessed 26 April 2012] Jorvig, J. R. (2005). Managing your Design process. [online] Available at: <jorvigconsulting.com/process_mgmnt.pdf> [Accessed 22 March 2012]. Kanagi Kanapathy (2011). Critical Factors of Quality Management [online]. Scribd.com website. Available at: http://www.scribd.com/doc/25179434/Critical-Factors-ofQuality-Management-Used-in-Research-Questionnaires-A-Review-of-Literature [Accessed 24 March 2012] Kendra Cherry (n.d.) Hypothesis Definition [online]. Available at: http://psychology.about.com/od/hindex/g/hypothesis.htm [Accessed 22 April 2012] Koo Bon Moo, ngi gy dng thnh cng cho LG (n.d.) [online]. Toikhacbiet.vn website. Available at: http://www.toikhacbiet.vn/koo-bon-moo-nguoi-gay-dung-thanh-congcho-lg [Accessed 7 April 2012] LeGroup (n.d.). Quality Management system. LeGroup main website. [online] Available at: http://www.legroup.com.vn/index.php?option=com_content&view=article&id=129&I temid=114&lang=en [Accessed 25 March 2012] LG Electronics history (n.d). [online]. LG Electronics Vietnam main website. Available at: http://www.lg.com/vn/about-lg/corporate-info/at-a-glance/history/index.jsp [Accessed 7 April 2012]
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Research Project VN Group (F04B) LG Electronics Vietnam, 2008. LG Electronics Vision. [PDF] Available at: <http://www.lg.com/vn/download/pdf/pr-lg-electronics-vision.pdf> [Accessed 17 April 2012]. LG Electronics Vietnam, 2012. Corporate Information. [online] Available at: <http://www.lg.com/global/about-lg/corporate-information/executives/officebios/james-park.jsp> [Accessed 17 April 2012]. M.Thoa (2009). Sc tiu th hng Vit tng mnh [online]. BaoMoi.com website. Available at: http://www.baomoi.com/Suc-tieu-thu-hang-Viet-tang-manh/50/3164302.epi [Accessed 7 April 2012] Mai Anh (2012). Dn sao Vit u tin s hu in thoi PRADA by LG 3.0. [online] Available at: <http://tintuc.xalo.vn/001640948922/Dan_sao_Viet_dau_tien_so_huu_dien_thoai_PRADA_by_LG_30.html> [Accessed 17 April 2012] Marcas Japonesas - Japanese Brands (2011) kaoryinjapan.blogspot.com [online] Available at: http://kaoryinjapan.blogspot.com/2011/06/marcas-japonesas-japanese-brands.html [Accessed 15 April 2012] Neil J. Salkind (2010). Encyclopedia of Research Design. USA: SAGE Publications. Normalizer, C., (2011). Cross-sectional surveys. [online] Available at http://www.iarc.fr/en/publications/pdfs-online/epi/cancerepi/CancerEpi-10.pdf [Accessed 26 April, 2012]. Olga V. Krivobokova (2009). Evaluating Customer Satisfaction as an Aspect of Quality Management [PDF] Available at: http://www.google.com.vn/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0C H8QFjAA&url=http%3A%2F%2Fciteseerx.ist.psu.edu%2Fviewdoc%2Fdownload%3 Fdoi%3D10.1.1.193.3908%26rep%3Drep1%26type%3Dpdf&ei=aOkT5T3EYSaiAe55fG9Aw&usg=AFQjCNHNKOe8U1TgGOgWYRBNToDiJ_V9A&sig2=DcXh97HGTIW3SdnYKQ64uQ [Accessed 15 April 2004]
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Research Project VN Group (F04B) Overview of LG Electronics (n.d.) [online]. LG Electronics Vietnam main website. Available at: http://www.lg.com/vn/about-lg/corporate-info/at-a-glance/overview/index.jsp [Accessed 7 April 2012] Peter A. Singer & Adrian M. Viens (2008), The Cambridge Textbook of Bioethics Cambridge University Press, (p.187) Peter A. Singer & Adrian M. Viens (2008), The Cambridge Textbook of Bioethics Cambridge University Press, p.187 Philip Holden (1998) The Excellent Managers Companion, England: Gower Publishing Limited, p.45 Primary & Secondary Data Whats The Difference (n.d.). Asfoster website [online]. Available at: http://www.adfoster.com/primary_secondary_data_what_s_the_difference [Accessed 23 April 2012] Primary data collection methods (n.d.). tvu.ac.uk website [online]. Available at: http://brent.tvu.ac.uk/dissguide/hm1u3/hm1u3text3.htm [Accessed 23 April 2012] PV (2011). Tiu th hng cng ngh ca Vit Nam tng 28% [online]. Available at: http://www.vietnamplus.vn/Home/Tieu-thu-hang-cong-nghe-cua-Viet-Nam-tang28/20112/79535.vnplus [Accessed 7 April 2012] Rao, S., Solis, L.E., & Raghunathan, T.S. (1999). A framework for international quality management research: Development and validation of a measurement instrument. Total Quality Management, 10 (7), 104775 Richard Morris (2009). The Fundamentals of Product Design [online]. 4share website. Available at: http://docs.4share.vn/docs/27395/The_Fundamentals_of_Product_Design.html [Accessed 24 March 2012] Richard Nordquist (n.d.) Secondary source [online] Available at: http://grammar.about.com/od/rs/g/secsourceterm.htm [Accessed 24 April 2012]
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Research Project VN Group (F04B) Sampling methods (n.d.).[online] Available at http://pages.intnet.mu/cueboy/education/notes/statistics/samplingmethods.pdf [Accessed 26 April 2012]. Sharma J. K. (2010). Fundamentals of Business Statistics. India: PEARSON. Stevenson, W. J. (2007). Operations Management. New York: McGraw Hill Strategic Energy Plan Development (n.d.). Atlantic energy concepts website [online] Available at: http://www.atlanticenergyconcepts.com/energy-management/EnergyManagement.aspx [Accessed 21 April 2012] Thanh Huong (2011). Dn s Vit Nam s vt ngng 88 triu ngi trong nm 2012 [online]. BaoMoi.com website. Available at: http://www.baomoi.com/Dan-so-VietNam-se-vuot-nguong-88-trieu-nguoi-trong-nam-2012/121/7648273.epi [Accessed 7 April 2012] Top management (n.d.) businessdictionary.com [online] Available at: http://www.businessdictionary.com/definition/top-management.html [Accessed 15 April 2012] Training of Employees - Need and Importance of Training (n.d.) [online]. Management Study Guide website. Available at: http://www.managementstudyguide.com/training-ofemployees.htm [Accessed 23 March 2012] Tran Tri Dung (2007). Tng quan l thuyt- Literature reviews [online]. Saga.vn website . Available at: http://www.saga.vn/Kynangcongviec/Mauvanban_tailieu/3173.saga [Accessed 15 April 2012] V S RAMA RAO (2010). Customer Orientation. [online] citeman network website. Available at: http://www.citeman.com/12148-customer-orientation.html [Accessed 24 March 2012] What is a Literature Review? (n.d.). Experiment-resources.com website [online] Available at: http://www.experiment-resources.com/what-is-a-literature-review.html [Accessed 25 March 2012]
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Research Project VN Group (F04B) What is a supplier? (n.d.) kwaliteg.co.za [online] Available at: http://www.kwaliteg.co.za/iso9000/supplier.html [Accessed 15 April 2012] What is Qualitative Research (n.d.). QSR International website [online] Available at: http://www.qsrinternational.com/what-is-qualitative-research.aspx [Accessed 23 April 2012] Will G Hopkins (2000). Quantitative Research Design. Sportsci website [online]. Available at: http://www.sportsci.org/jour/0001/wghdesign.html [Accessed 23 April 2012]
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Research Project VN Group (F04B) Appendix 1: Questionnaires 1. What is your gender? Male Female 2. What is your age? 18-22 23-35 36-50 >50 3. What do you do? Students Workers Officers Businessmen Others 4. What is your monthly income? < 2 million VND 2 - 5 million VND >5 10 million VND >10 million VND 5. Where do you often go to buy electronics products? Markets Electronics centres Electronics stores in the streets 6. How do you often get information about electronics products before buying them? The internet Newspaper/ Magazines TV advertisements Friends advices Ask staffs from electronics store for help 7. What is the first factor that you care about when purchasing electronic products? Quality Price Design Maintenance services Others 8. Have you ever found any problems with LG Electronics products during the first 3 months? Yes No 9. What do you think about the quality of LG Electronics products? Terrible (0-2) Bad (2-4) Average (4-6) Good (6-8) High quality (8-10) 10. Which kind of LG Electronics product do you think that has the highest quality? Mobile phones TV/ Audio/ Video Kitchen appliances IT products Air conditioning Laundry/ Floor care appliances 11. What do you think about the price of LGs products when comparing with other brands? Very cheap (0-2) Cheap (2-4) Normal (4-6) Expensive (6-8) Very expensive (8-10) 12. What is your perception of the design of LG Electronics products? Modern Old-fashioned Sporty image Youthful image Unique 13. Do you think that LG Electronics products catch up with the development of technology? Totally disagree (0-2) Somewhat disagree (2-4) Neutral (4-6) Somewhat agree (6-8) Totally agree (8-10) 14. How easy are you to understand the guide book of LG Electronics products? Totally difficult (0-2) Difficult (2-4) Normal (4-6) Clear (6-8) Very clear (8-10)
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Research Project VN Group (F04B) 15. In which way do sale staffs of LG Electronics help customers in using the companys products? Very listless (0-2) Listless (2-4) Normal (4-6) Enthusiastic (6-8) Very enthusiastic (8-10) 16. What do you think about the after sale service of LG Electronics? Terrible (0-2) Bad (2-4) Average (4-6) Good (6-8) Excellent (8-10) 17. How satisfied are you with the delivery service of LG Electronics? Totally dissatisfied (0-2) Dissatisfied (2-4) Neutral (4-6) Satisfied (6-8) Very satisfied (8-10) 18. What do you think if LG Electronics uses online method for the companys maintenance service? Totally disagree (0-2) Somewhat disagree (2-4) Neutral (4-6) Somewhat agree (6-8) Totally disagree (8-10) 19. Basing on your experience, will you keep purchasing LG product? More unlikely (0-2) Unlikely (2-4) Neutral (4-6) Likely (6-8) More likely (8-10) 20. In your opinion, how important is quality management towards a company in gaining customers satisfaction? Very unimportant (0-2) Unimportant (2-4) Average (4-6) Important (6-8) Very important (8-10) Approved by Mr. Jubred Ada Peano, MBA ITP Lecturer, Banking Academy 54
SURVEY ON THE QUALITY MANAGEMENT OF LG ELECTRONICS Dear Sir/Madam, We are students from BTEC Course of Banking Academy, Hanoi. In our second semester, there is a subject called the Research Project which requires us to do research on the quality management of LG Electronics to gain customer satisfaction. Besides, this survey is also a part of our groups task. Carrying out this survey will help us have more realistic data to fulfil our work successfully. We hope that you can make little time to do this survey for us. It will be very helpful for our group members. VN Group

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A REPORT ON LG ELECTRONICS COMPANY ________________________________________________________________

Submission Date: 7th May 2012

A REPORT ON LG ELECTRONICS COMPANY ________________________________________________________________

Table of Contents ________________________________________________________________________

1.1.1 1.1.2 1.1.3 1.1.4 1.1.5 1.2

1.2.1 1.2.2 1.3

1.4 Significance of the Study: ........................................................................................................... 18 1.4.1 For LG Electronics: ........................................................................................................... 18

Table of Contents ________________________________________________________________________

Research Project VN Group (F04B) Introduction

Research Project VN Group (F04B)

CEO: Tae Yeon Ko Vice President: Nguyn Trng Bnh

Layers of managers Workers Chart 1: LG Electronics organizational structure

Picture1: LGs products for customers demands (LG products, n.d.)

Picture 2: LGs products for business demands (LG products, n.d.)

Picture 3: Customer orientation (10 mistakes in behavior change, n.d.)

Research Project VN Group (F04B) 1.5.2 Hypothesis:

Gender Age Occupation Monthly income

Evaluation about quality management

Conceptual Framework No.1

Research Project VN Group (F04B)

Conceptual Framework No.2

Date 14 Mar 2012

Purposes/ Results To carry out the research more efficiently

Participants Nicole, Su, Obbie, Katie

Nicole, Su, Obbie, Katie

Show 3 titles to the lecturer and ask for his advices

Nicole, Su, Obbie, Katie

20-22 Mar 2012

Each member found information individually to create more ideas.

Nicole, Su, Obbie, Katie

Recapitulate all group members ideas

Nicole, Su, Obbie, Katie

Research title presentation

Nicole, Su, Obbie, Katie

Writing proposal letter for LG Electronics

Handed in the proposal letter to let the lecturer to check

Ask the Banking Academy for the introduced letter

-Got a stamp and signature of the Director of Banking 23

Nicole, Su, Obbie, Katie

The members came up with 20 questions

Nicole, Su, Obbie, Katie

Reordered some parts of the problem statements.

Nicole, Su, Obbie, Katie

-Fixing and combining

-Chapter 1 was fixed 24

2-4 April 2012

Nicole, Su, Obbie, Katie

Nicole, Su, Obbie, Katie

Gantt Chart: (Gannt Charts were made by using Toms Planner)

Research Project VN Group (F04B)

Research Project VN Group (F04B)

II - CHAPTER 2: LITERATURE REVIEW

Research Project VN Group (F04B)

III CHAPTER 3: RESEARCH METHODOLOGY

Random Simple random

Quasi-random Systematic Stratified Multistage

Non-random Quota Cluster

Research Project VN Group (F04B)

Research Project VN Group (F04B)

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