(LUẬN văn THẠC sĩ) factors affecting customer satisfaction on retailers website , a study of vietnam electronics and appliances industry

INTRODUCTION

Research Background

The global Internet market currently boasts approximately 150 million users and 44 million hosts across over 130 countries, with projections indicating that user numbers could exceed 500 million in the next decade (Kamel & Hussein, 2001) As internet usage grows, e-commerce is becoming a crucial component of business strategy, with 28% of global internet users having shopped online or planning to do so within the next six months (Taylor Nelson Sofres, 2002) For businesses competing in the rapidly expanding virtual marketplace, understanding online shopping mechanisms and consumer behavior is essential (Constantinides, 2004).

As of December 2013, Vietnam ranks 18th among the top 20 countries worldwide for the number of Internet users, with 31,302,752 individuals online, representing 35.53% of the population This positions Vietnam as the eighth largest in Asia and third in Southeast Asia, showcasing a remarkable growth of over 15 times since 2001 This substantial increase in Internet usage presents significant opportunities for the development of e-commerce services in the country (Ngo & Gim, 2014).

Vietnam Online Shopping Survey 2013 made by Vietnam E-commerce and Information Technology Agency under the Ministry of Industry and Trade showed that there were nearly

202 websites for shopping online with combined revenues of over VND1.66 trillion 20% of Vietnamese use the internet for shopping online and only 29% of them felt sastified

According to the Vietnam Online Shopping Survey 2013, mobile phones, computers, and electronic devices rank among the top online purchases, with 73% of surveyed websites specializing in these products Additionally, 35% of consumers reported frequently buying electronic items online, with 61% preferring to shop through dedicated store websites rather than social networks or other online marketplaces.

Vietnam's electronics and appliances retail sector is predominantly anchored in traditional brick-and-mortar stores, with notable brands like Tran Anh and Pico in the north, and Nguyen Kim and Cho Lon in the south However, since the 2010s, the rapid growth of the internet has prompted these retailers to enhance their online shopping capabilities, creating a distinct business division alongside traditional sales As highlighted by Vietnamnet, online shopping became a strategic focus for the industry in 2015, with many retailers, including Pico, VinPro, and Tran Anh, prioritizing their online presence to boost sales.

2015, while Nguyen Kim has the ambitious to grow their online sales 50% compared with

The development of e-commerce websites offers numerous advantages, particularly in the Vietnamese electronics and appliances industry Key benefits include the ability to reach a global audience and operate without time constraints, significantly increasing revenue Additionally, e-commerce reduces costs by minimizing the need for physical stores, staff, and storage, allowing businesses to lower prices and boost sales Furthermore, it provides a competitive edge, as the online marketplace fosters creativity and innovation Companies that effectively implement unique features and marketing strategies will excel in attracting and retaining customers in an increasingly digital landscape.

The purchasing process that electronics and appliances retailers are offering on their website is quite simple, mainly includes the following steps:

To begin your shopping experience, utilize the website's search engine to find the products you wish to purchase Simply click on the product image or name to access the detailed information page for more insights.

To find the right product, examine its features, photos, comparisons, promotions, and consumer reviews Once you've selected an appropriate product, click the ordering button Additionally, some retail systems with multiple locations provide a feature to help customers locate stores that have the desired item in stock.

- Step 3: Order taking Enter personal information on the items that the website request Number of these items depending on retailers

Step 4: Payment options vary among retailers, with five methods commonly offered on their websites These include cash payment upon delivery at home, cash payment upon collection at stores, bank transfer to the store, internet banking via local ATMs, and payments made using VISA or MasterCard.

- Step 5: Confirmation Confirm the order information and contact the hotline if problems arise.

Research Problems

The value of electronic goods is significant for many people in Vietnam, leading to considerable anxiety when purchasing online For electronics and appliance retailers, having a well-designed website is crucial for attracting and retaining potential customers However, many retailers still present barriers that hinder customer satisfaction, as highlighted by a study showing that 38% of respondents feel dissatisfied due to insufficient information for decision-making, 37% cite inconvenient payment methods, 29% struggle with complicated ordering processes, and 20% find the website interface unprofessional Addressing these issues is essential for improving the online shopping experience in Vietnam.

The elements of customer experience on a retailer's website significantly influence customer satisfaction, which helps explain why online shopping participation remains lower than anticipated despite ongoing retailer communications and discounts For instance, online sales for Dien May Xanh accounted for only 7% of total revenue in 2014, while Thien Hoa achieved 10% To design effective websites, it is crucial to understand how website elements and technological features shape customer beliefs, as these beliefs directly affect overall customer satisfaction (Song et al., 2011).

Over the past decade, studying online customer behavior has emerged as a crucial focus in e-commerce research (Chen, 2009) Recent studies emphasize identifying and analyzing factors that influence online customer satisfaction (Miles et al., 2000; Liu and Arnett, 2000; Cockburn and McKenzie, 2001; Liao and Cheung, 2001; McKnight et al., 2002; Joines et al., 2003; O’Cass and Fenech, 2003) In Vietnam, research by Ngo and Gim (2014) highlights that perceived economic benefits (PEB), perceived merchandise quality (PM), and perceived payment benefits (PPB) significantly impact consumer adoption of online shopping However, limited research has been conducted specifically on online electronics and appliances retailers in Vietnam.

Research Objectives

The main objective of this research is to investigate the usefulness and applicability of theoretical model in measuring customer satisfaction on electronics and appliances retailers’ websites:

- Examine the influence of the website elements to customer satisfaction on electronics and appliances retailers’ websites.

Research Significance

This study provides valuable insights for electronics and appliances retailers in Vietnam by highlighting how customers' beliefs and attitudes influence their online shopping experience By understanding these factors, retailers can overcome barriers to online purchases, enhance customer engagement on their websites, and ultimately boost customers' willingness to buy their products.

Research Scope

This study focuses on customers in Ho Chi Minh City, Vietnam's largest city, and encompasses a diverse range of business activities involving a population from various provinces and social strata across the country.

This study examines the impact of website elements on customer satisfaction during online shopping experiences, specifically focusing on the retail website It intentionally excludes other factors such as brand influence, promotional activities, and physical facilities that may also affect customer satisfaction.

This thesis is organized into five chapters:

Chapter 1: Introduction This chapter presents the research background of the study, research problems, research objectives, research significance, research scopes, and the research structure

Chapter 2: Literature Review In this chapter, some literatures are reviewed concerning the customer satisfaction and the factors that impact on customer satisfaction when shopping on retailers’ website Finally, the proposed research model for the adoption with the electronics and appliances retailers’ website will be presented

Chapter 3: Research Methodology This chapter presents brief description of the research methodology used for the research This includes the research process, researcg sampling method, measures of the constructs, data collection procedures and data analysis methods

Chapter 4: Results and Analysis In this chapter, the evaluation of measures and the result of testing hypotheses are described There are four parts in this chapter: sample description, evaluation and refinement of measurement scales, hypotheses testing and result explanation

Chapter 5: Conclusion and Implications This chapter performs the main results of the research, the contribution of the study in management theory and practice as well as the limitations of the study for future research direction.

LITERATURE REVIEW

Theoritical Background

In our study, we utilize expectancy-value theory (EVT) as the foundational framework, as proposed by Fishbein in 1963 EVT elucidates how individuals form attitudes towards objects and actions through mental calculations based on received information When individuals encounter new information about an object or action, they either create a belief from scratch or modify an existing belief, depending on their prior knowledge This process highlights the dynamic nature of belief formation as described by Song et al in 2011.

After an individual develops or updates their beliefs, they assign values to the attributes that form these beliefs, leading to the formation of an expectation known as an attitude (Fishbein & Ajzen, 1975) The Expectancy-Value Theory (EVT) posits that information shapes beliefs, which in turn influence attitudes This theory is crucial for my research, which focuses on how information, design elements, and usability features of websites effectively convey information to users As noted by Fishbein (1963), external stimuli play a significant role in shaping online shoppers' beliefs; comprehensive information and clear technological presentation can significantly impact these beliefs Additionally, I am exploring how these beliefs affect a key customer attitude: satisfaction.

This article applies Expectancy-Value Theory (EVT) to illustrate how external stimuli influence online shoppers' beliefs and attitudes, specifically their satisfaction levels The conceptual framework demonstrates that information from these stimuli shapes customers' salient beliefs, a notion supported by recent e-commerce research indicating that website characteristics significantly impact customers' cognitive and emotional responses (Parboteeah, Valacich, & Wells, 2009) Consequently, these salient beliefs guide customers in forming their attitudes, ultimately determining their degree of satisfaction The article then outlines the development of specific hypotheses for testing in the study.

Customer satisfaction

Customer satisfaction is defined as the outcome of comparing expected and actual experiences, with satisfaction achieved when the delivered experience meets or surpasses customer expectations (Khristianto, Kertahadi, & Suyadi, 2012) It reflects an individual's emotional response to various factors influencing a specific situation (Song et al.).

Customer satisfaction occurs when a company's products and services align with consumer expectations Ensuring that customers are pleased with their experience is crucial, as satisfied consumers are more likely to remain loyal and make repeat purchases, ultimately boosting the profitability of the e-commerce business (Jiradilok et al., 2014).

Factors affecting customer satisfaction on retailers’ website

A crucial aspect of e-commerce research is understanding the factors that influence customer satisfaction Studies indicate that variations in research outcomes stem from the different antecedent factors selected by researchers, as they tailor their chosen variables to fit specific contexts and perceptions.

According to Christian & France (2005), the key factors contributing to customer satisfaction include privacy, merchandising, and convenience, which are categorized as technology, product, and shopping factors, respectively Additionally, trust, delivery, usability, product customization, product quality, and security also play significant roles in enhancing customer satisfaction.

According to Sadeh et al (2011), seven key characteristics of website quality significantly impact customer satisfaction: the availability of research facilities, provision of detailed information, assurance of privacy and security, effective interaction and contact options, fast and easy access, availability of relevant downloads, and the reliability of up-to-date information.

Kim and Stoels (2004) investigated how various dimensions of website quality impact shopper satisfaction, identifying six key variables Their empirical analysis revealed a significant direct relationship between website quality and customer satisfaction, confirming the importance of these dimensions in enhancing the shopping experience.

Bai et al (2008) conducted a study in China examining the direct relationship between website quality and customer satisfaction, as well as purchase intention The findings revealed that higher website quality significantly enhances customer satisfaction, which in turn positively influences customers' purchasing intentions.

According to Song et al (2011), customer satisfaction is shaped by three key factors: information quality, service quality, and system quality These factors are influenced by various website elements, which can be categorized into three groups The first group pertains to information-related elements, encompassing both general and specific information The second group focuses on service-related elements, including order taking, convenience, confidence, care taking, billing and payment, and procedural efficiency Lastly, the third group addresses system-related elements, primarily emphasizing system usability.

Based on the research by Song et al (2011) and previous studies, we identify nine key website elements categorized into three groups—information-related elements, service-related elements, and system-related elements—that significantly impact customer satisfaction on retail websites.

2.3.1 Website elements related to information influence on customer satisfaction

Websites designed with specific features aim to attract users for value exchange, fostering a positive customer experience through effective communication and responsiveness to inquiries (Sharma & Lijuan, 2014) In the online environment, where physical interaction with products is absent, information plays a crucial role in guiding customers' decision-making processes (Ghasemaghaei & Hassanein, 2013) Guo et al (2012) identify four key dimensions of information quality: accuracy, content, format, and timeliness Additionally, Park and Kim (2003) emphasize that the perceived quality of information provided by online retailers significantly influences customer satisfaction.

Information quality in e-commerce encompasses the completeness, accuracy, format, and currency of content presented by online marketplaces (Wixom & Todd, 2005) This category includes both general product and vendor information, as well as specific details about key features of e-commerce websites that drive traffic (Agarwal & Venkatesh, 2002) As customers explore these websites, they assess both the site itself and the products offered (Piccoli et al., 2004).

In e-commerce, the presentation of information through advanced technological features and design elements significantly influences customers' perception of information quality Well-designed websites that utilize current technology and provide comprehensive information are perceived by customers as high-quality platforms According to Song et al (2011), two key elements—general information and specific information—positively impact the perceived quality of web information.

Besides, according to previous researchs (Song et al, 2011; DeLone & McLean, 2003), information quality is of great importance to customer satisfaction Delarosa & Susilo

(2013) also explain that information quality is very important in the information search and evaluation stages of customers

Therefore, within the scope of this study, we hypothesied that web elements related to information have a possitive impact on customer satisfaction

H1a: General information elements possitively affects customer satisfaction

H1b: Specific information elements possitively affects customer satisfaction

2.3.2 Website elements related to service influence on customer satisfaction

High service quality significantly boosts customer loyalty to e-commerce websites, leading to increased financial success for these companies (Kim & Lee, 2002; Fang & Holsapple, 2007) Key service elements that enhance the online shopping experience encompass order-taking, billing and payment processes, convenience, customer confidence, care, and procedural efficiency (Song et al., 2011).

Order-taking is an essential supplementary service in the shopping and purchase process, involving the presentation of bills and collection of payments (Song & Zahedi, 2005) Convenience is key, as websites must offer easy access to information available throughout their platforms (Piccoli et al., 2004) Building customer confidence is crucial, with websites demonstrating their commitment to customer care and additional support (Piccoli et al., 2004) Care-taking services focus on ensuring the safety of customers' purchase details and personal information (Piccoli et al., 2004) Lastly, procedural efficiency is vital, providing customers with effective channels to express satisfaction or dissatisfaction and addressing specific issues that may arise during standard procedures (Piccoli et al., 2004; Song & Zahedi, 2005).

E-commerce organizations enhance customer value by leveraging advanced information technologies to improve service delivery (Piccoli et al., 2004) By mitigating uncertainty and risk, these organizations foster a perception of quality service among customers Our analysis indicates that service-related factors significantly influence online customers' perceptions of the service quality provided by retailers (Hwang & Kim, 2007).

Previous studies have demonstrated that service quality significantly influences customer satisfaction The SERVQUAL instrument is commonly used to measure perceived service quality, which encompasses several key dimensions: responsiveness, reliability, tangibility, assurance, and empathy Research indicates that these dimensions play a crucial role in enhancing user satisfaction.

Therefore, within the scope of this study, we hypothesied that website elements related to service have a possitive impact on customer satisfaction

H2a: Order taking elements positively affect customer satisfaction

H2b: Billing and payment elements positively affect customer satisfaction

H2c: Convenience elements positively affect customer satisfaction

H2d: Confidence elements positively affect customer satisfaction

H2e: Care taking elements positively affect customer satisfaction

H2f: Procedural efficiency elements positively affect customer satisfaction

2.3.3 Website elements related to system influence on customer satisfaction

According to previous research, system quality greatly influences the level of end user satisfaction (DeLone & McLean, 1992, 2003; McKinney et al., 2002; Wixom & Todd,

Various technologies have been utilized in e-commerce websites to enhance usability Research indicates that effective search functionalities, filtering options, and grouping features significantly improve user experience on these platforms.

Research Model

Based on the literature review, Figure 2.1 illustrates the relationship between various factors influencing customer satisfaction Our framework proposes that online customer satisfaction is an attitude shaped by nine categories of website elements, which include information quality, service quality, and system quality.

Figure 2.1: The proposed research model

H1a: General information elements positively affects customer satisfaction

H1b: Specific information elements positively affects customer satisfaction

H2a: Order taking elements positively affect customer satisfaction

H2b: Billing and payment elements positively affect customer satisfaction

H2c: Convenience elements positively affect customer satisfaction

H2d: Confidence elements positively affect customer satisfaction

H2e: Care taking elements positively affect customer satisfaction

H2f: Procedural efficiency elements positively affect customer satisfaction

H3: System usability elements positively affect customer satisfaction

Summary

Customer satisfaction occurs when products and services align with consumer expectations (Jiradilok et al., 2014) A critical area of focus in e-commerce research is understanding the factors that influence this satisfaction Drawing from Expectancy-Value Theory (EVT) and prior studies, we identify nine website elements categorized into three groups—information-related elements, service-related elements, and system-related elements—that significantly impact customer satisfaction on retail websites.

Previous research (Song et al., 2011; DeLone & McLean, 2003) suggests that web elements related to both general and specific information positively influence customer satisfaction Additionally, the service elements of a website, which encompass order-taking, billing, payment, convenience, confidence, care, and procedural efficiency, are also hypothesized to enhance customer satisfaction (Song et al., 2011) Furthermore, web elements associated with system usability are believed to have a positive impact on customer satisfaction, as supported by various studies (DeLone & McLean, 1992, 2003; McKinney et al., 2002; Wixom & Todd, 2005).

Finally, base on the agurement above, we proposed a research model with 9 hypotheses.

RESEARCH METHODOLOGY

Research Process

The researcher will adopt a quantitative approach to fulfill the study's objectives, as this method focuses on the formulation of testable hypotheses and theoretical frameworks, drawing on the concepts proposed by Kenova and Jonnasion.

In 2006, quantitative research focused on measuring the frequency and extent of service quality and customer satisfaction in Vietnam's online electronics and appliances stores This method allowed researchers to assess how well these stores meet customer expectations.

The study will employ a survey method to gather quantitative data, which will subsequently be analyzed using statistical techniques The research process is illustrated in Figure 3.1.

The research will begin by clearly defining the problem, followed by identifying the objectives, scope, and significance to address the identified issue A comprehensive literature review will then be conducted to explore relevant theories related to factors influencing customer satisfaction, aiming to adapt these insights to the model of Vietnamese electronics and appliances retail websites Based on this review, hypotheses will be formulated, and a preliminary questionnaire will be developed, drawing from questions utilized in previous studies The subsequent phase will involve designing the research methodology.

In a pilot study conducted in Ho Chi Minh City, the researcher engaged in in-depth interviews with 10 participants to refine measurement scales for Vietnamese consumers This process involved assessing the content and meaning of terms used in the initial questionnaire, ensuring they were culturally relevant and easily understood Despite many constructs being well-established in existing literature, translation issues could lead to misunderstandings in the Vietnamese context The interviews yielded valuable feedback and suggestions, which were instrumental in enhancing the official questionnaire for better clarity and applicability.

The main survey will utilize various methods for data collection, including online surveys distributed via email and social networks, as well as physical copies sent directly to customers of appliance and electronics retailers Data collection is scheduled to be completed two weeks after the survey distribution.

The collected data will undergo a cleaning process to ensure accuracy before assessing the reliability of the scale and the validity of the questionnaire using Cronbach’s alpha coefficient and Exploratory Factor Analysis (EFA) To evaluate the hypotheses, a multiple regression method will be employed, and the implications and findings will be documented and reported accordingly.

Research sampling method

The study utilizes purposive sampling, specifically judgment sampling, as defined by Sekaran (2006), which involves selecting subjects best positioned to provide relevant information through non-probability methods This approach allows for the selection of individuals with specific knowledge about the issue at hand The target respondents are customers of online electronics and appliances stores, as their post-service evaluations offer valuable insights from a customer perspective.

According to DeCoster (2004), the minimum sample size for statistical analysis should be at least five times the number of independent variables, with a minimum threshold of 100 participants to ensure reliable results This means that the sample size (n) must satisfy the conditions n ≥ 100 and n ≥ 5k, where k represents the number of independent variables.

This research has 33 variables, as a result, the minimum sample size required to run EFA in this research is: n = 5 x 33 = 165

Otherwise, Tabachnick & Fidell (2001) stated that the minimum sample size in case of multiple regression should be: n = 50+8m (where m is the number of independent variables)

Apply this formula for 9 independent variables of this research, we have the minimum sample size for multiple regression as follow: n = 50 + 8 x 9 = 122

This research requires a minimum of 185 samples for Exploratory Factor Analysis (EFA) and regression, utilizing 37 variables and 9 independent variables To achieve this, 300 surveys were distributed to the target respondents for data collection and analysis.

Measures of the constructs

The initial constructs focus on the web elements displayed on electronics and appliance store websites We inquired about how these elements were presented in the websites that participants interacted with, prompting them to evaluate their experiences.

The online electronics and appliances store offers various shipping options, prompting participants to evaluate their agreement with this statement using a five-point Likert scale, from "strongly agree" to "strongly disagree."

Item Measurement Scales Research Basement

GenInfo1 XXX provides contact information about how they can be contacted

GenInfo2 XXX physical stores exist in my area in addition to the XXX website

SpecInfo3 XXX provides information about the good and a picture of it

SpecInfo4 XXX provides a detailed description of the appliances or electronics

SpecInfo5 XXX includes price information in the appliances or electronics listing

SpecInfo6 XXX offers the capability to check the appliances or electronics availability

SpecInfo7 XXX offers the capability to view larger pictures of the appliances or electronics

Convenience8 XXX operates an uncluttered web page Song, Baker, Lee,

Wetherbe, 2011 Convenience9 XXX categorizes electronics and appliances on the main web page Confidence

Confidence10 XXX provides information about satisfaction guarantees

Confidence11 XXX provides information about the product’s warranty

CareTak12 XXX provides information about the privacy and security of my information

CareTak13 XXX provides information about repairs when problems arise with the appliance or electronic

CareTak14 XXX provides information about the security of the purchase transaction

CareTak15 XXX offers the capability to cancel a previously placed order

ProEffic16 XXX provides information from other customers who have rated or evaluated the product

ProEffic17 XXX offers the capability of checking whether the product I desire is presently in stock at the local XXX location(s)

OrderTak18 XXX offers the capability to view my account (change shipping address, change stored credit card information, change password for my account, etc.)

OrderTak19 XXX offers the capability to track an order after purchase

BillPay20 XXX provides information about different shipping options

BillPay21 XXX offers the capability to use different payment options (e.g Credit cards, PayPal, e-check, etc.)

SystemU22 XXX offers the capability to search within a group of items based on several criteria (e.g brand, price, etc.)

SystemU23 XXX offers the capability to search for appliances or electronics by typing a keyword in a search box

SystemU24 XXX offers the capability to view appliances or electronics by brand

SystemU25 XXX offers the capability to view appliances or electronics by price level

In this study, customer satisfaction was assessed using a five-point Likert scale ranging from strongly disagree to strongly agree The constructs utilized were derived from existing literature, with questions tailored to fit the context of this research A pilot study involving 10 participants was conducted to refine the measurement process.

Item Measurement Scales Research Basement

Satis1 All things considered, I am very satisfied with XXX

Satis2 All things considered, I am very pleased with XXX

Satis3 All things considered, I am very delighted

Satis4 My interaction with XXX has been satisfying

Data collection procedure

This research employs a quantitative data collection method, utilizing responses gathered from a questionnaire as the primary data source A total of 300 questionnaires were distributed, with 50% sent online through Google Drive forms via email and Facebook, while the remaining 50% were distributed in hard copy format.

Data analysis method

The researcher evaluated the validity and reliability of measurement scales through Cronbach’s alpha and exploratory factor analysis (EFA) To analyze the relationship between independent and dependent variables, multiple regression was employed Data analysis was conducted using IBM SPSS Statistics software (version 22), while diagrams were created using various tools from Microsoft Excel 2010.

Descriptive analysis was conducted to provide an overview of the sample characteristics, calculating mean scores across various measurement scales to assess customer satisfaction Utilizing a 5-point Likert scale, a score of 3 indicated a neutral or acceptable assessment, scores above 3 reflected good agreement, while scores below 3 highlighted areas needing improvement or disagreement.

Alpha, developed by Lee Cronbach in 1951, measures the internal consistency of a test or scale, yielding a value between 0 and 1 This concept assesses how well the items in a test align to measure the same construct, highlighting the inter-relatedness of these items Establishing internal consistency is crucial before utilizing a test for research or examination to ensure its validity Furthermore, reliability estimates indicate the level of measurement error present in a test (Tavakol & Dennick, 2011), as noted by Nunnally.

& Burnstein (1994), the measurement scales could be accepted if their Cronbach’s alpha

>=0.6 and the item - total correlation of every items >=0.3

The main goals of Exploratory Factor Analysis (EFA) are to identify the number of factors influencing the measures and to assess the strength of the relationships between each factor and the observed measures (DeCoster, J., 2004) This study employed Principal Component Analysis (PCA) to extract the factors, utilizing Varimax rotation for enhanced clarity in the results.

For a result to be deemed acceptable in exploratory factor analysis (EFA), certain criteria must be fulfilled, including a sample size of at least 150 and a minimum of five cases per variable (Pallant, 2005) In this study, 33 variables were analyzed, necessitating a minimum sample size of 165 With 192 valid responses collected, the data is confirmed as suitable for EFA.

Factor analysis is appropriate to data if: The Kaiser-Meyer-Olkin value (KMO) is 0.6 or greater The Bartlett’s test of sphericity is statistically significant: p < 0.05

To determine the number of factors, it is essential that the components possess an eigenvalue of 1 or higher Additionally, the total variance explained by these components must exceed 50% To ensure practical significance, the factor loading criteria should be set at 0.5 or greater.

This research employed the Multiple Linear Regression method to evaluate the research model and hypotheses According to Pallant (2005), the results are considered valid if the sample size exceeds n > 50 + 8m, with m representing the number of independent variables Additionally, it is essential to ensure that multicollinearity is absent and that both normality and linearity are present in the data.

We also use R-square value to express how much of the variance in the dependent variable was explained by the model

The study will utilize a survey method to gather quantitative data, which will be analyzed using statistical techniques Respondents will be selected through purposive sampling, specifically targeting customers of online electronics and appliances stores This approach ensures that the participants can provide accurate evaluations based on their service experiences.

The primary data for this research will be gathered from responses to a questionnaire, with a total of 250 questionnaires distributed Half of the questionnaires were distributed online using Google Drive forms via email and Facebook, while the other half were provided in hard copy format.

A descriptive analysis was conducted to provide an overview of the sample characteristics, calculating mean scores of measurement scales to assess customer satisfaction across various factors Subsequently, the reliability of these measurement scales was evaluated using Cronbach’s alpha, as recommended by Nunnally.

& Burnstein (1994), the measurement scales could be accepted if their Cronbach’s alpha

The study utilized an exploratory factor analysis (EFA) to identify the number of factors influencing the measures, ensuring that the item-total correlation for each item was at least 0.6 and that the correlation for every item was no less than 0.3 Subsequently, a Multiple Linear Regression analysis was conducted to evaluate the research model and test the associated hypotheses.

RESULTS AND ANALYSIS

Sample description

A total of 300 surveys were distributed to young customers, including students and office staff, resulting in 210 responses However, 18 responses were deemed invalid due to incomplete answers or uniform selections across questions Consequently, 192 valid responses were analyzed, yielding a validity rate of 77% The sample characteristics are presented in Table 4.0.

Description Number or respondents Percentage (%)

The sample characteristics indicate a balanced representation of gender among respondents, with 99 females (51.6%) and 93 males (48.4%) participating in the survey The respondents came from various job sectors, and a significant majority, over 70%, were aged 18 and younger.

Research indicates that 30% of online shoppers for electronics and appliances are aged 26-35, while those over 35 represent only 0.5% of the demographic This trend highlights that the online shopping market for these products is predominantly favored by younger consumers.

A significant majority of respondents, comprising 84.9%, are students and office staff with higher education, demonstrating familiarity with retail website features The income distribution reveals that 54.2% earn less than 6 million VND per month, while 18.8% fall within the 6 to 10 million VND range Among the respondents, office staff represent 47.4%, followed closely by students at 37.5%.

Cronbach’s alpha test

This study will utilize Cronbach’s alpha to assess the reliability of questionnaire variables, with a threshold of 0.6 or higher indicating a reliable scale Additionally, variables will be deemed acceptable when the Corrected Item-Total correlation reaches 0.3 or more.

Scale Mean if Item Deleted

Scale Variance if Item Deleted

Cronbach’s Alpha if Item Deleted

Billing and Payment Cronbach’s Alpha = 0.741

Table 4.1 displays the Cronbach’s Alpha test results for all items, revealing that 6 out of 10 scales in the model were accepted due to their Cronbach’s alpha values exceeding 0.6 Notably, customer satisfaction achieved the highest reliability with a Cronbach’s alpha of 0.850, indicating that respondents comprehended the questions clearly and provided thoughtful answers.

The Cronbach’s alpha values for the four scales—General Information (0.577), Confidence (0.509), Procedural Efficiency (0.547), and Order Taking (0.587)—were relatively low, prompting consideration for the exclusion of some or all variables However, since all alpha values exceeded 0.5 and the Corrected Item-Total Correlation values were above 0.3, indicating significant relevance to the model, the author decided to retain these variables for further analysis in the Exploratory Factor Analysis (EFA).

Exploratory Factor Analysis (EFA)

Research identifies nine key factors and 23 observed variables that significantly influence customer satisfaction in online shopping on retail websites To analyze these variables, the study employed the Exploratory Factor Analysis (EFA) method with Promax rotation, alongside the assessment of four additional variables related to customer satisfaction The compatibility of the sample was evaluated using the Kaiser-Meyer-Olkin (KMO) test and Bartlett's test.

Table 4.2: First KMO and Bartlett’s Test for independent variables

Kaiser-Meyer-Olkin Measure of Sampling Adequacy .832 Bartlett's Test of Sphericity Approx Chi-Square 1932.293 df 406

The KMO values for all factors were 0.832, exceeding the threshold of 0.7, while Bartlett’s Test yielded a significance level of 0.000, which is below the 0.05 cutoff These findings indicate that the observed variables are correlated with one another, confirming that exploratory factor analysis (EFA) is suitable for this data set, as it meets the necessary conditions for the EFA method.

Table 4.3 presents the factor distribution following the initial Exploratory Factor Analysis (EFA) The Pattern Matrix indicates the highest factor loadings for each variable, highlighting their significance To ensure the practical relevance of the EFA, only observed variables with a factor loading of 0.5 or higher were retained, while those below this threshold were systematically eliminated.

Table 4.4: Removal process during EFA

Time Total of analyzed variables

Sig Number of analyzed factors

After excluding variables with a factor loading of less than 0.5, the research model comprises 18 variables categorized into 6 factors, as detailed in Table 4.5 Notably, SpecInfo7 remains in the model despite a factor loading of 0.445 due to its significance in the conceptual framework In the realm of online shopping, where customers cannot physically interact with products, the ability to view and zoom in on product photos is crucial and significantly impacts customer satisfaction.

The results of the factor analysis for 18 observed variables, presented in Table 4.6, indicate that all Eigenvalues exceed 1 This finding, coupled with a cumulative variance percentage of 51.178%, demonstrates that the identified factors account for over 50% of the variance in the observed variables.

Table 4.6a: Final total variance explained

Initial Eigenvalues Extraction Sums of Squared Loadings

Rotation Sums of Squared Loadings a Total % of Variance Cumulative % Total % of Variance Cumulative % Total

Extraction Method: Principal Axis Factoring a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance

The exploratory factor analysis (EFA) identified six underlying factors corresponding to each independent variable in the research model To ensure the reliability of the measurement scales, Cronbach's alpha was re-evaluated using the new observed variables, as shown in the table below.

Table 4.6b: Cronbach’s alpha summary after EFA

Name of variable Corrected Item-

After that, the author proposed the revised research model in the figure below:

H1a: General information elements positively affects customer satisfaction

H1b: Specific information elements positively affects customer satisfaction

H2a: Billing and payment elements positively affect customer satisfaction

H2b: Care taking elements positively affect customer satisfaction

H3: System usability elements positively affect customer satisfaction

Pearson Correlation Coefficient

The Pearson correlation coefficient (r), as noted by Pallant (2011), ranges from -1 to +1, where a value of 0 signifies no relationship between two variables It is essential to ensure that the Pearson coefficient does not reach excessively high levels to maintain meaningful correlation analysis.

Below are the Pearson correlation coefficients between dependent variable and each independent variable calculated through mean value of each variables:

SATIS SPECINFO CARETAK SYSTEMU BILLPAY GENINFO

Table 1 shows the variables Satis correlated with all variables remaining and correlation is significant because all sig value are smaller than 0.001.

Hypotheses testing

a Testing assumptions of Multiple Regressions

The sample size of this research (192 samples) was much larger than the minimum requirement for multiple regression (122 samples)

The commonly used cut-off points as Pallant (2005) mentioned for determining the existence of multicollinearity among independent variables are 0.1 for Tolerance value or 2.0 for Variance inflation factor (VIF) value

The analysis of the coefficients table (Table 4.8) revealed that all independent variables exhibited tolerance values exceeding the cut-off threshold of 0.1, with their VIF values also surpassing 1.0 This indicates that multicollinearity is absent in the dataset.

B Std Error Beta Tolerance VIF

GENINFO 296 060 260 4.969 000 650 1.537 a Dependent Variable: SATIST b Linear regression analysis

The multiple regression result of 5 independent variables and 1 dependent variable with Enter method outputted the following table:

Table 4.8b: The summary of overall value 1

According to Table 4.8, the Adjusted R² value is 66%, with an F-statistic of 75.130 (p < 0.001), indicating a strong relationship between the independent variables and the dependent variable This suggests that the five independent variables collectively account for 66% of the variance in the dependent variable.

With the results from table 4.9, the author found that variable SystemU has Sig value 0.333 > 0.05, so the it was removed from the model

Table 4.10: The summary of overall value 2

After removed variable SystemU, the author ran regression test for second time Base on the statistic results from table 4.10, Adjusted R 2 = 66%, with F = 93.706 (sig = 0.000) The

The R-squared value of 0.66 indicates a strong relationship between the independent variables and the dependent variable, suggesting that the four independent variables can explain 66% of the variance in the dependent variable.

Base on table 4.11, we have the model below:

SATIS = 0.335*SPECINFO + 0.380*CARETAK + 0.154*BILLPAY + 0.269*GENINFO + e t = (6.537) (8.398) (2.793) (5.226)

The study identified two independent variables, SPECINFO (Beta1 = 0.335) and CARETAK (Beta2 = 0.380), as having the most significant influence on the dependent variable SATIS In the realm of online shopping, where direct interaction with sellers is lacking, customers seek comprehensive information, including detailed product descriptions, pricing, and images Additionally, they prioritize the security of their personal information and the quality of customer care provided by retail websites.

Squares df Mean Square F Sig

Base on the results from table 4.12, F = 97.706 (sig = 0.000 < 0.05) showed all remained factors have possitive impact on dependence variable SATIS c Summary of hypotheses testing results

The hypotheses testing results were summarized in Table As analysis result, there were

The study identified one unsupported hypothesis (H3), while the remaining hypotheses (H1a, H1b, H2a, H2b) were validated, indicating that increases in these factors lead to heightened customer satisfaction Notably, the magnitude of the absolute value of these factors correlates positively with their impact on satisfaction levels Ultimately, Specific Information and Care Taking emerged as the most significant contributors to enhancing customer satisfaction.

Table 4.13: The result of testing hypotheses

1 H1a: General information elements positively affects customer satisfaction

2 H1b: Specific information elements positively affects customer satisfaction

3 H2b: Billing and payment elements positively affect customer satisfaction

4 H2e: Care taking elements positively affect customer satisfaction

5 H3: System usability elements positively affect customer satisfaction

Discussions of the findings

Data analysis of customer purchases on electronics and appliance retail websites reveals that factors positively influencing customer satisfaction include general information, specific information, care taking, and billing and payment Among these, specific information and care taking have the most significant impact Conversely, factors such as convenience, confidence, order taking, procedural efficiency, and system usability show minimal effect on overall customer satisfaction.

In Vietnam, online shopping for electronics and appliances is still relatively new, leading to cautious consumer behavior Retailers are competing to create appealing websites, often resulting in similar visual designs and usability features However, these factors do not significantly enhance customer satisfaction Shoppers prioritize gathering extensive information before making purchases and focus on the buying process, customer service, and after-sales support to minimize risks associated with online buying and ensure assistance in case of issues.

The outcome of this study can be attributed to the demographics of the sample, which consisted predominantly of young respondents, with 99.5% aged 18 to 35, and 85% being students or office workers Their frequent internet use and familiarity with website functionality indicate that factors such as web usability and convenience do not significantly impact their satisfaction Instead, these young consumers prioritize product information and the quality of after-sales services provided by online retailers.

When shopping for electronics and appliances online, the inability to physically experience the product creates a significant gap compared to in-store purchases This limitation makes detailed and compelling product information crucial for enhancing customer satisfaction Online shoppers seek comprehensive and engaging content to help them make informed decisions, emphasizing the importance of providing thorough and persuasive information on retailer websites.

The second key factor influencing customer satisfaction on websites is the level of care provided Vietnamese customers are particularly attentive to how issues with purchased goods are addressed Additionally, the prevalence of personal information theft and online phishing in Vietnam has heightened concerns about information security As a result, customers prioritize websites that demonstrate a strong commitment to safeguarding their personal data.

General information about retailers significantly impacts customer satisfaction Access to contact details and an understanding of the retailer's store system instills confidence and reassurance in customers when shopping on the retailer's website.

Billing and payment play a crucial role in customer satisfaction, albeit with a lower impact compared to other factors While customers are generally accustomed to online payment systems, their satisfaction increases significantly when retailers provide a variety of secure and convenient payment and shipping options.

The findings align with Ngo & Gim's 2014 study in Vietnam, which emphasizes the importance of enhancing awareness of the benefits of online shopping and the usefulness of online payment systems Additionally, Ludin & Cheng (2014) highlight that e-service quality and information quality significantly impact consumer satisfaction in the online shopping environment Lin (2007) further establishes a strong link between information quality and customer satisfaction, suggesting that online retailers should prioritize providing informative and valuable content to minimize the time consumers spend searching for information This perspective is supported by Delarosa & Susilo (2013), who assert that information quality plays a crucial role during the information search and evaluation phases.

Sumarry

This chapter presents the analysis results of measurement scales, the research model, and hypotheses The Cronbach’s alpha test confirmed that all scales in the model were accepted, although the alpha values for four scales—General Information (0.577), Confidence (0.509), Procedural Efficiency (0.547), and Order Taking (0.587)—were relatively low Despite this, the author decided to retain these variables due to their significant importance to the model.

The exploratory factor analysis (EFA) revealed six distinct factors underlying the research construct, with each factor corresponding to an independent variable in the model To ensure the reliability of the measurement scales, Cronbach’s alpha was re-evaluated using the newly identified observed variables.

The hypothesis testing revealed that H3 was not supported, while H1a, H1b, H2a, and H2b were confirmed, indicating that an increase in these factors enhances customer satisfaction Data analysis from customers purchasing electronics and appliances on retail websites identified key factors positively impacting satisfaction, including general information, specific information, care taking, and billing and payment Notably, specific information and care taking emerged as the most influential variables In contrast, factors such as convenience, confidence, order taking, procedural efficiency, and system usability showed minimal impact on customer satisfaction.

CONCLUSION AND IMPLICATIONS

Conclusion

Mobile phones, computers, and electronic devices rank among the most popular online purchases, with 73% of surveyed websites dedicated to selling these items A significant 35% of customers report frequently buying electronics online, primarily through store websites rather than social networks or other platforms However, only 20% of Vietnamese consumers engage in online shopping, with just 29% expressing satisfaction with their experience Key factors contributing to dissatisfaction include insufficient information for decision-making (38%), inconvenient payment methods (37%), complicated ordering processes (29%), and unprofessional website interfaces (20%) (Vietnam E-commerce and Information Technology Agency, 2013).

Customer satisfaction is crucial to the marketing concept, as it reflects how well products and services meet consumer expectations Ensuring that customers are pleased with what a website offers is essential, as satisfied customers tend to remain loyal and make repeat purchases, ultimately enhancing the profitability of the e-commerce business.

A study conducted in 2014 aimed to measure customer satisfaction on retailers' websites, specifically focusing on the impact of website elements on customer satisfaction within the electronics and appliances sector.

This study provides valuable insights for electronics and appliance retailers in Vietnam by highlighting how customer beliefs and attitudes shape their online shopping experiences Based on Expectancy-Value Theory (EVT) and previous research, we identify nine key website elements categorized into three groups: information-related, service-related, and system-related elements Our framework indicates that customer satisfaction on retail websites is influenced by factors such as general and specific information, order processing, billing and payment, convenience, confidence, customer care, procedural efficiency, and system usability.

A survey was conducted among 250 respondents who previously purchased electronics and appliances online, yielding 192 valid responses and a validity rate of 77% The Cronbach's alpha test confirmed the acceptance of all scales in the model, despite relatively low values for General Information (0.577), Confidence (0.509), Procedural Efficiency (0.547), and Order Taking (0.587) These variables were retained due to their significance to the model Exploratory Factor Analysis (EFA) identified six underlying factors corresponding to the independent variables in the research model While one hypothesis (H3) was not supported, the remaining hypotheses (H1a, H1b, H2a, H2b) were supported, indicating that increases in these factors lead to enhanced customer satisfaction.

The regression analysis in this study reveals that customer satisfaction on retail websites is significantly influenced by four key elements: general information, specific information, billing and payment, and care taking Among these, specific information and care taking have the most substantial impact on customer satisfaction Conversely, factors such as convenience, confidence, order taking, procedural efficiency, and system usability appear to have minimal effect on customer satisfaction.

In Vietnam, online shopping for electronics and appliances is still a relatively new experience for consumers, leading to a cautious approach Retailers are competing to create appealing websites, often mimicking each other, which results in similar visual designs and usability features that do not significantly enhance customer satisfaction Additionally, retailers are focusing on improving the purchasing process, customer care, and after-sales service to mitigate risks associated with online purchases and to ensure robust support when issues arise.

Customers seek extensive information before making purchasing decisions, aligning with findings from various studies (Ngo & Gim, 2014; Ludin & Cheng, 2014; Delarosa & Susilo, 2013; Lin, 2007) that highlight the positive influence of information quality and service quality on customer satisfaction in online retail.

Implications of this research

Based on hypothesis testing results, care taking emerges as the most significant factor influencing customer satisfaction, with the highest beta coefficient of 0.380, followed by specific information at 0.335 and general information at 0.269 This indicates that Vietnamese consumers are cautious when shopping for electronics and appliances online, seeking extensive information about both the retailer's website and the products before making a purchase decision Additionally, billing and payment processes also affect customer satisfaction, albeit to a lesser extent, with a beta coefficient of 0.154.

The findings indicate that while Vietnamese customers, particularly the younger demographic, are becoming more accustomed to online shopping and payment methods, they remain cautious when purchasing high-value items like electronics and appliances This cautiousness suggests that while familiarity with online shopping, especially in the fashion sector, is growing, it does not significantly enhance overall customer satisfaction The study's insights can be utilized to develop strategies aimed at improving customer satisfaction in the online retail space.

To enhance customer satisfaction, retailers' websites must prioritize providing detailed product information Unlike in-store shopping, where customers can physically experience products, online retailers need to innovate by offering engaging and comprehensive content This includes high-quality images, thorough descriptions, and clear pricing to create an appealing online shopping experience By delivering convincing and detailed information, retailers can effectively bridge the gap between online and in-store purchases.

Retailers must prioritize customer care by committing to personal privacy and ensuring a secure purchasing process Providing comprehensive information about after-sale services and repair options for appliances and electronics is essential Additionally, retailers should transparently communicate how they protect customers' personal and transaction information to enhance satisfaction, especially in an era where identity theft and online phishing are prevalent Embracing the mindset that "the customer is king," particularly among Vietnamese consumers, will lead to increased satisfaction when purchasing electronics and appliances online.

Retailers must ensure they provide comprehensive contact information, including phone numbers, email addresses, and physical office locations This transparency fosters customer confidence and satisfaction, as buyers will know where to seek assistance for any issues related to their purchases Retailers that offer complete information, along with a well-established store presence, are more likely to build trust, especially when they are conveniently located near customers' homes.

While variable billing and payment options may not significantly affect customer satisfaction, retailers should still prioritize this issue, as financial concerns are a major worry for Vietnamese customers To improve customer satisfaction, it is essential for retailers to offer a wider range of secure and convenient payment and shipping options.

Research limitations and implications for future research

The research focused exclusively on respondents residing in Ho Chi Minh City, one of Vietnam's major urban centers However, this limitation may not accurately represent the online customer base across the entire country.

Secondly, this research mostly focused on the young respondents, whose age from 18 to

Individuals around 35 years old frequently engage with the internet and possess a solid understanding of website functionality Consequently, factors related to web usability, order processing, or convenience do not significantly impact their satisfaction, indicating that these elements may not apply to all online customers in Vietnam Future research should target married respondents, as they may be more influenced by website usability factors.

Over 93% of respondents identified as single, leading to distinct differences in their demand for electronics and appliances compared to married individuals, who typically have greater family-related purchasing needs and may approach buying decisions more cautiously These variations in consumer behavior and needs suggest that the satisfaction levels of married customers when shopping for electronics and appliances on retail websites can be influenced by different factors Consequently, future research should aim for a more balanced representation of both single and married respondents to better understand these dynamics.

During the EFA analysis, several variables were excluded due to low factor loadings (below 0.5), significantly reducing the number of variables for each factor and potentially impairing accurate measurement Future research should focus on selecting more suitable variables and conducting a thorough pilot survey to enhance response accuracy This study adopted a customer-centric perspective on the relationship between retailers' websites and customers; thus, exploring this relationship from the retailers' viewpoint could yield valuable insights for further research.

This study focuses exclusively on customers purchasing electronics and appliances via a retailer's website, suggesting that outcomes may vary for other product categories like apparel or IT products Additionally, results could differ for customers buying through group buying websites or social networks Furthermore, exploring aspects such as purchase intention, post-purchase behavior, and repeat purchasing behavior may yield different insights.

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Dear Mr/Ms, my name is Dinh Thien Phuc, and I am a graduate student at ISB, University of Economics HCMC I am conducting research on the factors that influence customer satisfaction on retail websites within the Vietnamese electronics and appliances industry I would greatly appreciate your time in assisting me by completing this survey.

Your personal information will be secured If you have any concern or feedback about this, please contact me through my email: phucdinh001@gmail.com or cellphone 0906 800 501

1 Have your ever shoped for electronics or appliances online, through retailers’ website?

Yes (Please go on to the next questions)

2 Which retailers’ website have you bought from?

Nguyễn Kim Điện máy Xanh ợ Lớn

3 How long since your last time shopping on retailers’ website?

4 Those products were buy from which retailers’ website?

Name X as retailer in your last online shopping to answer next questions:

Please indicate your evaluation of the statements below about X’s website by ticking (√) in the appropriate boxes, with:

And with different level type in the box number 2, 3 and 4

Strongly Disagree Disagree Normal Agree Strongly Agree

1 … provides contact information about how they can be contacted 1 2 3 4 5

2 … introduce its physical stores in my area 1 2 3 4 5

3 … provides information about the good and a picture of it 1 2 3 4 5

4 … provides a detailed description of the appliances or electronics 1 2 3 4 5

5 … includes price information in the appliances or electronics listing 1 2 3 4 5

6 … offers the capability to check the appliances or electronics availability 1 2 3 4 5

7 … offers the capability to view larger pictures of the appliances or electronics 1 2 3 4 5

8 … operates an uncluttered web page 1 2 3 4 5

9 … categorizes the appliances or electronics on the main web page 1 2 3 4 5

10 … provides information about satisfaction guarantees 1 2 3 4 5

11 … provides information about the product’s warranty 1 2 3 4 5

12 … provides information about the privacy and security of my information 1 2 3 4 5

13 … provides information about repairs when problems arise with the appliance or electronic 1 2 3 4 5

14 … provides information about the security of the purchase transaction 1 2 3 4 5

15 … offers the capability to cancel a previously placed order 1 2 3 4 5

16 … provides information from other customers who have rated or evaluated the product 1 2 3 4 5

17 … offers the capability of checking whether the product I desire is presently in stock at the local XXX location(s) 1 2 3 4 5

18 … offers the capability to view my account (change shipping address, change stored credit card information, change password for my account, etc.)

19 … offers the capability to track an order after purchase 1 2 3 4 5

20 … provides information about different shipping options 1 2 3 4 5

21 … offers the capability to use different payment options (e.g Credit cards, PayPal, e-check, etc.) 1 2 3 4 5

22 … offers the capability to search within a group of items based on several criteria (e.g brand, price, etc.) 1 2 3 4 5

23 … offers the capability to search for appliances or electronics by typing a keyword in a search box 1 2 3 4 5

24 … offers the capability to view appliances or electronics by brand 1 2 3 4 5

25 … offers the capability to view appliances or electronics by price level 1 2 3 4 5

29 … My interaction with XXX has been satisfying 1 2 3 4 5

Many thanks for your support

Xin chào, tôi là Đinh Thiên Phúc, học viên cao học tại Viện Đào Tạo Quốc Tế, Trường Đại Học Kinh Tế TP HCM Hiện tôi đang nghiên cứu về những yếu tố ảnh hưởng đến sự hài lòng của khách hàng đối với website của nhà bán lẻ trong ngành điện tử - gia dụng Tôi rất mong nhận được sự hỗ trợ của Anh/Chị bằng cách dành ít thời gian để trả lời Phiếu khảo sát này.

Thông tin cá nhân của bạn sẽ được bảo mật hoàn toàn Nếu bạn có bất kỳ thắc mắc hoặc quan tâm nào, vui lòng liên hệ với chúng tôi qua email: phucdinh001@gmail.com hoặc qua số điện thoại.

Phần A Thông tin tổng quát

1 Anh/chị đã từng mua hàng điện tử – gia dụng trực tuyến thông qua website của nhà bán lẻ hay chưa? ảm ơn đã tham gia và xin kết thúc khảo sát ở đây)

Có (xin vui lòng trả lời tiếp các câu hỏi tiếp sau)

2 Xin vui lòng cho biết anh/chị đã mua hàng từ website của đơn vị nào? (có nhiều lựa chọn)

Khác (xin ghi rõ tên):……….………

3 Anh/chị cho biết lần mua sản phẩm gia dụng trực tuyến gần nhất của anh/ chị cách đây bao lâu? ới 3 tháng Trên 3 tháng

4 Sản phẩm này được mua trên website của nhà bán lẻ nào?

Khác (xin ghi rõ tên):……….……… Gọi X là nhà bán lẻ anh/chị mua hàng lần gần nhất này để trả lời các câu hỏi tiếp theo

Xin vui lòng cho biết ý kiến của bạn về các phát biểu liên quan đến website của X bằng cách đánh dấu (√) vào ô tương ứng, trong đó: Ô số 1 biểu thị "Rất không đồng ý" và ô số 5 biểu thị "Rất đồng ý".

Còn với mức độ khác thì đánh vào các ô số 2, 3 và 4

Rất không đồng ý Không đồng ý Trung dung Đồng ý Rất đồng ý

Tôi thấy website của nhà bán lẻ X có

Thông tin tổng quát

1 … có đầy đủ thông tin để liên hệ với họ khi cần 1 2 3 4 5

2 … có giới thiệu cửa hàng trong khu vực của tôi 1 2 3 4 5

3 … cung cấp đầy đủ thông tin về sản phẩm và có hình ảnh đi kèm 1 2 3 4 5

4 … mô tả chi tiết về các tính năng cụ thể của sản phẩm 1 2 3 4 5

5 … cung cấp thông tin về giá cho các loại sản phẩm 1 2 3 4 5

6 … có tính năng kiểm tra để xem sản phẩm sẵn có hay hết hàng 1 2 3 4 5

7 … có tính năng để phóng to hình ảnh của sản phẩm 1 2 3 4 5

8 … có các mục thông tin được bố trí rõ ràng, dễ tìm 1 2 3 4 5

9 … có mục phân loại sản phẩm ngay trên trang chủ 1 2 3 4 5

10 … có thông tin cam kết nhận lại sản phẩm nếu khách hàng không hài lòng 1 2 3 4 5

11 … cung cấp thông tin về việc bảo hành sản phẩm 1 2 3 4 5

Sự quan tâm đến khách hàng

12 … thông báo về việc bảo mật thông tin cá nhân của khách hàng 1 2 3 4 5

13 … có thông tin về việc sửa chữa/bảo hành sản phẩm bị lỗi 1 2 3 4 5

14 … thông báo về tính bảo mật của các giao dịch mua hàng 1 2 3 4 5

15 … có chức năng hủy đơn hàng đã đặt trước đó 1 2 3 4 5

Gia tăng hiệu quả của quy trình mua hàng

16 … có mục bình chọn/đánh giá sản phẩm của những khách hàng đã mua 1 2 3 4 5

17 … có thể kiểm tra sản phẩm có sẵn trong kho hay không 1 2 3 4 5

18 … có chức năng truy cập vào trang tài khoản cá nhân của từng khách hàng 1 2 3 4 5

19 … có chức năng kiểm tra quá trình giải quyết đơn hàng sau khi mua 1 2 3 4 5

20 … có thông tin về các hình thức giao hàng khác nhau để khách hàng chọn 1 2 3 4 5

21 … có chức năng chọn sử dụng các hình thức thanh toán khác nhau 1 2 3 4 5

Tính khả dụng

22 … có chức năng tìm kiếm sản phẩm theo nhiều tiêu chí khác nhau 1 2 3 4 5

23 … có chức năng tìm kiếm sản phẩm bằng cách nhập từ khóa vào ô tìm kiếm 1 2 3 4 5

24 … có chức năng để xem các thiết bị điện tử – gia dụng theo thương hiệu 1 2 3 4 5

25 … có chức năng để xem các thiết bị điện tử – gia dụng theo mức giá 1 2 3 4 5

Sự hài lòng của khách hàng

Sau khi xem xét mọi yếu tố, tôi thấy:

26 … rất hài lòng khi sử dụng website của X 1 2 3 4 5

27 … website của X đáp ứng mong đợi của tôi khi sử dụng 1 2 3 4 5

28 … sử dụng website mua hàng của X khá thú vị 1 2 3 4 5

29 … quá trình tương tác của tôi trên website của X làm tôi hài lòng 1 2 3 4 5

Phần C Thông tin cá nhân

□ Độc thân □ Đã có gia đình

□ Nội trợ □ Nhân viên văn phòng

□ Chưa có việc làm □ Học sinh sinh viên

5 Mức thu nhập tháng: (VND)

□ Dưới 6 triệu □ 6 triệu – dưới 10 triệu

□ 10 triệu – dưới 14 triệu □ Trên 14 triệu

Cảm ơn sự hỗ trợ của quý Anh/Chị

Initial Eigenvalues Extraction Sums of Squared Loadings

Rotation Sums of Squared Loadings a Total % of Variance Cumulative % Total % of Variance Cumulative % Total

Extraction Method: Principal Axis Factoring a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance

Squares df Mean Square F Sig

Figure D.1 Histogram of SATIS dependent variable

Figure D.2 Normal P-P Plot of regression standardized residual

Mearsurement Scales in English Mearsurement Scales in

I found that X’s website… Tôi thấy website của nhà bán lẻ X có

General information Thông tin tổng quát

… provides contact information about how they can be contacted

… có đầy đủ thông tin để liên hệ với họ khi cần

All respondents expressed that they understood the meaning of words used in the scales and what the scales implied

… introduce its physical stores in my area

… có giới thiệu cửa hàng trong khu vực của tôi

Specific information Thông tin chi tiết

… provides information about the good and a picture of it

… cung cấp đầy đủ thông tin về sản phẩm và có hình ảnh đi kèm

All participants indicated a clear understanding of the terminology used in the scales and their implications Nonetheless, the interviewees recommended that the author revise the phrase “sự sẵn có của sản phẩm” to “sản phẩm sẵn có hay hết hàng” for better clarity.

… provides a detailed description of the appliances or electronics

… mô tả chi tiết về các tính năng cụ thể của sản phẩm

… includes price information in the appliances or electronics listing

… cung cấp thông tin về giá cho các loại sản phẩm

… offers the capability to check the appliances or electronics availability

… có tính năng kiểm tra sự sẵn có của sản phẩm

… offers the capability to view larger pictures of the appliances or electronics

… có tính năng để phóng to hình ảnh của sản phẩm

… operates an uncluttered web page … có các mục thông tin được bố trí rõ ràng, dễ tìm

… categorizes the appliances or electronics on the main web page

… có mục phân loại sản phẩm ngay trên trang chủ

… provides information about satisfaction guarantees

… có thông tin về đảm bảo sự hài lòng

The respondents proposed that the author should write more

… provides information about the product’s warranty

This article provides information on product warranty, emphasizing the concept of a "satisfaction guarantee." While this term is widely recognized in Western markets, in Vietnam, it translates to "cam kết nhận lại sản phẩm," highlighting the commitment to customer satisfaction and the assurance of product returns.

Care Taking Sự quan tâm đến khách hàng

… provides information about the privacy and security of my information

… thông báo về việc bảo mật thông tin cá nhân của khách hàng

… provides information about repairs when problems arise with the appliance or electronic

… có thông tin về việc sửa chữa/bảo hành sản phẩm bị lỗi

… provides information about the security of the purchase transaction

… thông báo về tính bảo mật của các giao dịch mua hàng

… offers the capability to cancel a previously placed order

… có chức năng hủy đơn hàng đã đặt trước đó

Procedural Efficiency Gia tăng hiệu quả của quy trình mua hàng

… provides information from other customers who have rated or evaluated the product

… có mục bình chọn/đánh giá sản phẩm của những khách hàng đã mua

… offers the capability of checking whether the product I desire is presently in stock at the local XXX location(s)

… có thể kiểm tra sản phẩm có sẵn trong kho hay không

Order taking Tạo đơn hàng

… offers the capability to view my account (change shipping address, change stored credit card information, change password for my account, etc.)

… có chức năng truy cập vào trang tài khoản cá nhân của từng khách hàng

… offers the capability to track an order after purchase

… có chức năng kiểm tra quá trình giải quyết đơn hàng sau khi mua

Billing and Payment Thanh toán

Tiêu đề	Factors Affecting Customer Satisfaction On Retailer’s Website: A Study Of Vietnam Electronics And Appliances Industry
Tác giả	Đinh Thiên Phúc
Người hướng dẫn	Dr. Pham Ngoc Thuy
Trường học	University of Economics Ho Chi Minh City
Chuyên ngành	Master of Business (Honours)
Thể loại	thesis
Năm xuất bản	2015
Thành phố	Ho Chi Minh City

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Số trang	79
Dung lượng	2,26 MB