Abstract :

The study was carried out to test the theoretical model between service quality components and individual customer satisfaction at Ba Ria Vung Tau Electricity Company. From the obtained results, the study provides managerial implications for leaders to improve service quality in order to increase individual customer satisfaction. The study used qualitative research method combined with quantitative research. Qualitative research method (group discussion) is to adjust and supplement the scale of research concepts. Quantitative research method is to check reliability, allowable value (unidirectionality, uniqueness and convergent value), and test research hypothesis by AMOS-SEM analysis method. Research results show that service quality has a positive relationship with customer satisfaction, including:(β = 0.69; p = 0.000 < 0.01).The research results give meaning to the leaders of Ba Ria Vung Tau Electricity Company in improving service quality in order to increase the satisfaction of individual customers. Finally, some limitations and directions for further research are mentioned.

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Keywords :

Satisfaction., Service Quality

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