Researching customer loyalty of e service the case of traveloka application

BACHELOR OF BUSINESS ADMINISTRATION THESIS Researching Customer Loyalty Of E-Service The Case Of Traveloka Application Group Members Dien Minh Hoang SB60885 Nguyen Thi Quy Loc SB60823 Vo Ha Thien My SB60794 Pham Huong Lan SB60767 Duong Viet Phuong SB60790 Supervisor Nguyen Thi Minh Tam Da Nang City, Vietnam April 2017 ACKNOWLEDGEMENT First and foremost, we would like to express our gratitude to our supervisor - Ms Nguyen Thi Minh Tam Without her guidance and persistent help, this thesis would not have been possible We are extremely thankful and indebted to her for sharing expertise and valuable support during the course of this thesis We also take this opportunity to express gratitude to all FPT University lecturers, who teach us useful knowledge and being patient with us during nine semesters past Thanks for providing intellectually and sharing precious experience with us This paper would have never been accomplished without previous researches and studies We must also thank former researchers who inspire us to find out more information about this topic We would like to thank respondents who spent time to answer our questionnaire Their friendly and enthusiastic attitude provides us precious data for this thesis Most importantly, none of this could have happened without support from our beloved parents Their moral support and encouragement is gargantuan motivation for us during the recent period Da Nang City, April 26th, 2017 Authors of thesis Page of 119 ABSTRACT In recent years, beside the development of technology and the Internet, demand of travel by plane of Vietnamese also increases, for more detail, total passenger who travels by plane has increased 29% in comparison with 2015 (Vietnam Aviation Department, 2016) Catch up that trend, with the support of technology, online booking airline ticket3 service appeared Traveloka is an online booking airfare and booking hotel application This application is widely used in Southeast Asian countries like Indonesia, Singapore, Malaysia, Thailand and Philippines On September 2016, Traveloka entered the Vietnam market and they have to compete with many competitors such as Agoda, Atadi, iVivu, etc Customer loyalty is an important condition to maintain the number of consumers and attract more new customers in such challenged market Since maintaining customer loyalty is important and necessary, the authors conduct this study in order to increase customer loyalty for Traveloka application, as well as understanding the impact of e-service quality dimensions to customer loyalty by using quantitative data approach The purpose of this study is researching customer loyalty of e-service in case of Traveloka application This study shows how Customer Loyalty be created by Ease of Use, Assurance, Application Design, Responsiveness, Customization These factors also positive influence on Customer Loyalty value The authors also suggest some recommendations for Traveloka Application in Chapter of the paper The survey has 30 questions, Sample size of the questionnaire is 300, with respondents are who has used Traveloka application and live in the South – Central – North of Vietnam Keywords: E-Service Quality, Customer Loyalty, E-Service, Traveloka Application Page of 119 Table of Contents CHAPTER 11 INTRODUCTION 11 1.1 TOPIC DEFINITION 12 1.1.1 BACKGROUND 12 1.1.2 PRACTICAL PROBLEM AND TOPIC RATIONALE 13 1.2 RESEARCH OBJECTIVES AND RESEARCH QUESTIONS 15 1.2.1 RESEARCH OBJECTIVES 15 1.2.2 RESEARCH QUESTIONS 16 1.3 SCOPE AND LIMITATION 16 1.4 METHODOLOGY AND DATA OVERVIEW 16 1.5 THESIS OUTLINE 17 1.6 Conclusion 17 CHAPTER 18 LITERATURE REVIEW 18 2.1 ELECTRONIC SERVICE AND ELECTRONIC SERVICE QUALITY 19 2.1.1 ELECTRONIC SERVICE 19 2.1.1.1 Definition 19 2.1.1.2 Characteristics 20 2.1.1.3 Advantages 20 2.1.1.4 Disadvantages 20 2.1.2 ELECTRONIC SERVICE QUALITY 20 2.1.2.1 Service Quality and E-Service Quality 20 2.1.2.2 Servqual Scale 21 2.2 CONSUMER BEHAVIOR ONLINE AND ELECTRONIC LOYALTY 24 2.2.1 CONSUMER BEHAVIOR ONLINE 24 2.2.2 ELECTRONIC LOYALTY 25 2.2.3 ELECTRONIC TRUST 26 2.2.4 ELECTRONIC SATISFACTION 27 2.3 CUSTOMER LOYALTY OF ELECTRONIC SERVICE QUALITY 28 2.4 THEORETICAL MODEL AND HYPOTHESIS DEVELOPMENT 29 2.4.1 RELATED MODEL 29 2.4.1.1 Topic: A Customer Loyalty Model For E-Service Context 29 2.4.1.2 Topic: E-Loyalty In Fashion E-Commerce 30 Page of 119 2.4.1.3 Topic: Journal Of Electronic Banking Systems 31 2.4.2 SELECTED MODEL 32 2.4.3 HYPOTHESIS DEVELOPMENT 35 CHAPTER 36 METHODOLOGY 36 3.1 METHODOLOGY 37 3.1.1 RESEARCH PHILOSOPHY 37 3.1.2 RESEARCH APPROACH 37 3.1.3 RESEARCH PROCESS 38 3.2 DATA COLLECTION METHOD 39 3.2.1 PRIMARY DATA 39 3.2.2 SECONDARY DATA 40 3.3 QUESTIONNAIRE DESIGN 40 3.3.1 TYPES OF QUESTIONNAIRE 40 3.3.2 TYPES OF SELF-ADMINISTRATED QUESTIONNAIRE 41 3.3.3 MEASUREMENT SCALES 41 3.3.4 ORIGIN OF CONSTRUCT 42 3.3.5 SURVEY QUESTION 43 3.3.6 PILOT TEST 45 3.4 SAMPLE 46 3.4.1 SAMPLING TECHNIQUES 46 3.4.2 SAMPLE SIZE 47 3.4.3 SAMPLE CHARACTERISTIC 47 3.5 DATA ANALYSIS METHOD 48 3.5.1 SOFTWARE 48 3.5.2 DESCPTIVE STATISTICAL ANALYSIS 48 3.5.3 RELIABILITY ANALYSIS 48 3.5.4 EXPLORATORY FACTOR ANALYSIS (EFA) 49 3.5.5 CONFIRMATORY FACTOR ANALYSIS (CFA) 49 3.5.6 LINEAR REGRESSION ANALYSIS 49 3.5.7 INDEPENDENT T-TEST 50 3.5.8 ANALYSIS OF VARIANCE (ONE-WAY ANOVA) 50 3.6 ETHICAL CONSIDERATION 50 3.7 LIMITATION OF RESEARCH METHOD 51 CHAPTER 52 ANALYSIS AND FINDING 52 Page of 119 4.1 DATA DESCRIPTIVE ANALYSIS 53 4.1.1 GENDER 54 4.1.2 AGE 54 4.1.3 OCCUPATION 55 4.1.4 MONTHLY INCOME 55 4.1.5 USING TIME 56 4.1.6 USING TIMES FOR AREA: 56 4.2 RELIABILITY TEST-VERIFY CRONBACH ALPHA 57 4.2.1 MEASUREMENT SCALES OF EASE OF USE (EOU) 57 4.2.2 MEASUREMENT SCALES OF APPLICATION DESIGN (APP) 58 4.2.3 MEASUREMENT SCALES OF CUSTOMIZATION (CUS) 58 4.2.4 MEASUREMENT SCALES OF RESPONSIVENESS (RES) 59 4.2.5 MEASUREMENT SCALES OF ASSURANCE (ASS) 59 4.2.6 MEASUREMENT SCALES OF LOYALTY (LOY) 60 4.3 EXPLORATORY FACTOR ANALYSIS (EFA): 60 4.4 CONFIRMATORY FACTOR ANALYSIS (CFA) 64 4.5 CORRELATION AND LINEAR REGRESSION ANALYSIS 66 4.5.1 CORRELATION ANALYSIS 66 4.5.2 LINEAR REGRESSION ANALYSIS 69 4.5.3 HYPOTHESIS TESTING 70 4.6 T-TEST AND ANOVA ANALYSIS 71 4.6.1 GENDER DISCRIMINATION 71 4.6.2 AGE DISCRIMINATION 72 4.6.3 OCCUPATION DISCRIMINATION 73 4.6.4 MONTHLY INCOME DISCRIMINATION 75 4.6.5 USING TIME DISCRIMINATION 76 4.6.6 LIVING PLACE DISCRIMINATION 77 4.7 OFFICIAL RESEARCH MODEL 78 CHAPTER 80 CONCLUSION AND RECOMMENDATIONS 80 5.1 KEY FINDING – ANSWER OF RESEARCH QUESTION 81 5.2 CONCLUSION AND RECOMMENDATION 82 5.2.1 APPLICATION DESIGN 82 5.2.2 ASSURANCE 83 5.2.3 CUSTOMIZATION 84 5.2.4 RESPONSIVENESS 85 Page of 119 5.2.5 EASE OF USE 86 5.3 LIMITATION AND FUTHER RESEARCH 87 REFERENCE LIST 88 APPENDIXES 95 APPENDIX 1: OFFICIAL ENGLISH QUESTIONAIRE 96 APPENDIX 2: OFFICIAL VIETNAMESE QUESTIONAIRE 100 APPENDIX 3: OFFICIAL STATISTIC RESULT 104 Page of 119 LIST OF TABLE Table 2.1: Dimension measure of E-loyalty 33 Table 3.2: Operationalization 43 Table 3.3: Variable Table 45 Table 3.4: Reliability Of Sample Size 47 Table 3.5: Sample Size For Area 47 Table 3.6: Values Of Cronbach‟s Alpha Coefficient 48 Table 4.1: Testing Sample Size 53 Table 3.6: Values Of Cronbach‟s Alpha Coefficient 57 Table 4.2: Reliability Test for Ease Of Use 57 Table 4.3: Reliability Test for Application Design 58 Table 4.4: Reliability Test for Customization 58 Table 4.5: Reliability Test for Responsiveness 59 Table 4.6: Reliability Test for Assurance 59 Table 4.7: Reliability Test for Loyalty 60 Table 4.8: Result of Exploratory Factor Analysis (EFA) 62 Table 4.9: Result of Exploratory Factor Analysis 63 Table 4.10: Result of Confirmatory Factor Analysis (CFA) 64 Table 4.11: Standardized Regression Weights 65 Table 4.12: The summarized result of testing scales 66 Table 4.13: Result of Descriptive Statistics 67 Table 4.14: Result of Correlations 68 Table 4.15: Result of Linear Regression Analysis 69 Table 4.16: Result of T-test analysis 71 Table 4.17: Result of Group Statistics 72 Table 4.18: Result of Homogeneity of Variances 72 Table 4.19: Result of Multiple Comparisons 73 Table 4.20: Result of Homogeneity of Variances 73 Table 4.21: Result of Multiple Comparisons 74 Table 4.22: Result of Homogeneity of Variances 75 Table 4.23: Result of ANOVA 75 Table 4.24: Result of Multiple Comparisons 76 Table 4.25: Result of Homogeneity of Variances 76 Table 4.26: Result of Multiple Comparisons 77 Table 4.27: Result of Homogeneity of Variances 77 Table 4.28: Result of ANOVA 77 Table 4.29: Result of Multiple Comparisons 78 Table 5.1: The agreement degree of Application Design scales 82 Table 5.2: The agreement degree of Assurance scales 83 Table 5.3: The agreement degree of Customization scales 84 Table 5.4: The agreement degree of Responsiveness scales 85 Table 5.5: The agreement degree of Ease Of Use scales 86 Page of 119 LIST OF FIGURE Figure 1.1: B2C Market Scale in Vietnam 13 Figure 1.2: Top 20 Internet Countries- With the Highest Number of Internet Users 14 Figure 1.3: Popular goods/services on E-commerce websites (2015) 15 Figure 2.1: Customer Buying Process 24 Figure 2.2: Original Model Of Pin Luarn & Hsin-Hui Lin 29 Figure 2.3: Original Model Of Ellinor Hansen & Erika Jonson 30 Figure 2.4: Original Model Of Beh Yin Yee & T.M Faziharudean 31 Figure 2.5: Original Model Of Ellinor Hansen & Erika Jonson 32 Figure 2.6: The Propose Framework 34 Figure 4.1: Frequency of Gender 54 Figure 4.2: Frequency of Age 54 Figure 4.3: Frequency of Occupation 55 Figure 4.4: Frequency of Monthly Income 55 Figure 4.5: Frequency of Using Time 56 Figure 4.6: Frequency of Using Time for Area 56 Page of 119 LIST OF ABBREVIATIONS AMOS Analysis of Moment Structures ANOVA Analysis of Variance B2B Business to Business B2C Business to Customer CFA Confirmatory Factor Analysis EFA Exploratory Factors Analysis KMO Kaiser-Meyer-Olkin SPSS Statistical Package for the Social Science Page 10 of 119 Item-Total Statistics Cronbach's Scale Mean if Scale Variance Corrected Item- Alpha if Item Item Deleted if Item Deleted Total Correlation Deleted CUS1 15,83 6,498 ,716 ,780 CUS2 15,59 7,126 ,602 ,812 CUS3 15,63 6,769 ,612 ,809 CUS4 15,91 6,805 ,614 ,808 CUS5 15,76 6,536 ,640 ,801 Reliability Statistics Cronbach's Alpha N of Items ,822 Item-Total Statistics Cronbach's Scale Mean if Scale Variance Corrected Item- Alpha if Item Item Deleted if Item Deleted Total Correlation Deleted RES1 11,43 5,155 ,589 ,802 RES2 11,67 4,416 ,676 ,761 RES3 11,79 4,530 ,647 ,775 RES4 11,64 4,132 ,681 ,760 Reliability Statistics Cronbach's Alpha N of Items ,845 Item-Total Statistics Cronbach's Scale Mean if Scale Variance Corrected Item- Alpha if Item Item Deleted if Item Deleted Total Correlation Deleted ASS1 11,25 4,335 ,651 ,817 ASS2 11,38 4,470 ,637 ,823 ASS3 11,44 4,261 ,742 ,778 ASS4 11,42 4,351 ,699 ,796 Page 105 of 119 Reliability Statistics Cronbach's Alpha N of Items ,869 Item-Total Statistics Cronbach's Scale Mean if Scale Variance Corrected Item- Alpha if Item Item Deleted if Item Deleted Total Correlation Deleted LOY1 23,72 11,498 ,647 ,850 LOY2 23,82 11,466 ,648 ,850 LOY3 23,78 11,579 ,628 ,852 LOY4 23,76 11,850 ,595 ,856 LOY5 23,77 11,654 ,615 ,854 LOY6 23,75 11,377 ,638 ,851 LOY7 23,81 11,706 ,604 ,855 LOY8 23,78 11,739 ,601 ,855 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square ,882 4596,428 df 435 Sig ,000 Page 106 of 119 Total Variance Explained Rotation Sums of Squared Initial Eigenvalues Factor Total % of Variance Extraction Sums of Squared Loadings Cumulative % Total % of Variance Cumulative % Loadings a Total 9,653 32,178 32,178 9,199 30,664 30,664 7,551 2,583 8,610 40,787 2,158 7,193 37,858 5,957 2,080 6,934 47,722 1,661 5,536 43,393 4,337 1,760 5,865 53,587 1,295 4,318 47,711 5,784 1,502 5,008 58,595 1,062 3,541 51,252 4,225 1,387 4,623 63,218 ,986 3,285 54,538 4,661 ,896 2,986 66,203 ,815 2,717 68,921 ,721 2,404 71,325 10 ,699 2,329 73,653 11 ,626 2,085 75,739 12 ,588 1,960 77,699 13 ,582 1,939 79,638 14 ,561 1,871 81,508 15 ,537 1,788 83,297 16 ,495 1,650 84,947 17 ,477 1,591 86,538 18 ,465 1,551 88,090 19 ,446 1,486 89,576 20 ,403 1,342 90,918 21 ,399 1,331 92,249 22 ,366 1,220 93,469 23 ,357 1,191 94,660 24 ,336 1,120 95,779 25 ,277 ,924 96,703 26 ,250 ,833 97,536 27 ,230 ,766 98,302 28 ,201 ,672 98,974 29 ,163 ,542 99,516 30 ,145 ,484 100,000 Extraction Method: Principal Axis Factoring a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance Page 107 of 119 Pattern Matrix a Factor LOY1 ,758 LOY7 ,730 LOY3 ,705 LOY2 ,649 LOY5 ,648 LOY8 ,571 LOY6 ,566 LOY4 ,551 CUS1 ,827 CUS3 ,696 CUS2 ,651 CUS4 ,586 CUS5 ,574 APP4 ,801 APP2 ,719 APP5 ,701 APP3 ,682 APP1 ,467 ASS4 ,859 ASS3 ,845 ASS2 ,671 ASS1 ,628 RES1 ,783 RES2 ,675 RES3 ,655 RES4 ,633 EOU2 ,867 EOU1 ,714 EOU3 ,606 EOU4 ,603 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations Page 108 of 119 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity ,879 Approx Chi-Square 4438,257 df 406 Sig ,000 Total Variance Explained Rotation Sums of Squared Initial Eigenvalues Factor Total % of Variance Extraction Sums of Squared Loadings Cumulative % Total % of Variance Cumulative % Loadings a Total 9,497 32,748 32,748 9,045 31,191 31,191 7,422 2,351 8,106 40,853 1,935 6,672 37,863 5,871 2,025 6,982 47,835 1,612 5,560 43,423 5,807 1,759 6,065 53,901 1,296 4,469 47,891 4,344 1,500 5,172 59,073 1,059 3,651 51,542 3,930 1,381 4,760 63,833 ,977 3,370 54,912 4,756 ,889 3,065 66,899 ,784 2,703 69,602 ,721 2,486 72,088 10 ,685 2,364 74,451 11 ,618 2,132 76,583 12 ,585 2,019 78,602 13 ,567 1,956 80,558 14 ,539 1,858 82,416 15 ,509 1,755 84,170 16 ,483 1,665 85,835 17 ,467 1,610 87,446 18 ,459 1,581 89,027 19 ,417 1,440 90,467 20 ,403 1,388 91,855 21 ,382 1,316 93,171 22 ,358 1,233 94,404 23 ,336 1,159 95,563 24 ,291 1,004 96,567 25 ,250 ,863 97,430 26 ,235 ,811 98,241 27 ,202 ,696 98,937 28 ,163 ,561 99,498 29 ,145 ,502 100,000 Extraction Method: Principal Axis Factoring a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance Page 109 of 119 Pattern Matrix a Factor LOY1 ,766 LOY7 ,738 LOY3 ,706 LOY2 ,669 LOY5 ,664 LOY8 ,576 LOY6 ,572 LOY4 ,558 CUS1 ,825 CUS3 ,708 CUS2 ,648 CUS4 ,583 CUS5 ,571 ASS4 ,858 ASS3 ,847 ASS2 ,670 ASS1 ,629 RES1 ,768 RES2 ,677 RES3 ,671 RES4 ,666 APP4 ,782 APP2 ,703 APP3 ,682 APP5 ,676 EOU2 ,874 EOU1 ,723 EOU3 ,614 EOU4 ,600 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations Page 110 of 119 Standardized Regression Weights: (Group number - Default model) Page 111 of 119 Estimate Estimate LOY1 < - ,686 APP5 < - ,742 LOY7 < - ,643 APP3 < - ,703 LOY3 < - ,677 ASS4 < - ,799 LOY2 < - ,700 ASS3 < - ,829 LOY5 < - ,662 ASS2 < - ,695 LOY8 < - ,657 ASS1 < - ,729 LOY6 < - ,707 RES1 < - ,622 LOY4 < - ,653 RES2 < - ,751 CUS1 < - ,793 RES3 < - ,747 CUS3 < - ,678 RES4 < - ,801 CUS2 < - ,659 EOU2 < - ,710 CUS4 < - ,699 EOU1 < - ,756 CUS5 < - ,725 EOU3 < - ,696 APP4 < - ,781 EOU4 < - ,782 APP2 < - ,665 Descriptive Statistics Mean Std Deviation N EOU 4,1692 ,60544 300 APP 4,0050 ,61235 300 CUS 3,936 ,6364 300 RES 3,8767 ,69141 300 ASS 3,7908 ,67829 300 LOY 3,39625 ,482248 300 Page 112 of 119 Correlations EOU EOU Pearson Correlation APP ,222 Sig (2-tailed) N APP CUS RES ASS LOY 300 Pearson Correlation ,222 CUS ** ** 300 300 300 300 300 ** ** ** 300 ** ,352 ,352 ,452 ** ,000 ,000 300 300 300 300 ** ** ,000 N 300 300 300 ** ** ** ,440 Sig (2-tailed) ,000 ,000 ,000 N 300 300 300 ** ** ** ,287 ,287 ,000 ,000 ,244 ,244 ,000 Sig (2-tailed) ,473 ** ,000 ** Pearson Correlation ,468 ,000 300 ,262 ,473 ,000 N Pearson Correlation ,262 LOY ** ,000 ,000 ,476 ,476 ASS ** ,000 Sig (2-tailed) Pearson Correlation RES ** ,452 ,440 ,452 ,539 ** ,000 ,000 ,000 300 300 300 ** ,411 ,478 ** ,000 ,000 300 300 300 ** ,411 ,533 ** Sig (2-tailed) ,000 ,000 ,000 ,000 N 300 300 300 300 300 300 ** ** ** ** ** Pearson Correlation ,468 ,452 ,539 ,478 ,000 ,533 Sig (2-tailed) ,000 ,000 ,000 ,000 ,000 N 300 300 300 300 300 300 ** Correlation is significant at the 0.01 level (2-tailed) Model Summary Model R ,707 R Square a ,500 Adjusted R Std Error of the Square Estimate ,492 ,343767 a Predictors: (Constant), ASS, APP, RES, EOU, CUS Page 113 of 119 Coefficients a Standardized Unstandardized Coefficients Model B Coefficients Std Error (Constant) ,391 ,183 EOU ,136 ,040 APP ,186 CUS Collinearity Statistics Beta t Sig Tolerance VIF 2,133 ,034 ,171 3,445 ,001 ,689 1,451 ,035 ,237 5,293 ,000 ,851 1,175 ,142 ,040 ,187 3,555 ,000 ,613 1,631 RES ,143 ,033 ,205 4,288 ,000 ,746 1,341 ASS ,153 ,036 ,215 4,218 ,000 ,654 1,530 a Dependent Variable: LOY Group Statistics GENDER LOY N Mean Std Deviation Std Error Mean 108 3,81713 ,307816 ,029620 192 3,15951 ,393040 ,028365 Independent Samples Test Levene's Test for Equality of Variances t-test for Equality of Means 95% Confidence Interval of the Sig F Sig t df (2- Mean Std Error tailed) Difference Difference Difference Lower Upper LOY Equal variances 15,995 ,000 14,990 298 ,000 ,657624 ,043871 ,571288 ,743961 16,035 267,305 ,000 ,657624 ,041011 ,576879 ,738370 assumed Equal variances not assumed Test of Homogeneity of Variances LOY Levene Statistic 2,911 df1 df2 Sig 295 ,022 Page 114 of 119 ANOVA LOY Sum of Squares Between Groups df Mean Square F 8,897 2,224 Within Groups 60,640 295 ,206 Total 69,536 299 10,820 Sig ,000 Multiple Comparisons Dependent Variable: LOY Tamhane 95% Confidence Interval Mean Difference (I) AGE (J) AGE 2 (I-J) Sig Lower Bound Upper Bound -,495788 * ,146746 ,038 -,97205 -,01953 -,493622 * ,148513 ,040 -,97218 -,01506 -,099562 ,149882 ,999 -,58020 ,38108 -,344520 ,146319 ,278 -,82050 ,13146 ,495788 * ,146746 ,038 ,01953 ,97205 ,002166 ,068016 1,000 -,19041 ,19474 ,396226 * ,070956 ,000 ,19386 ,59860 ,151269 ,063081 ,170 -,02969 ,33222 ,493622 * ,148513 ,040 ,01506 ,97218 -,002166 ,068016 1,000 -,19474 ,19041 ,394060 * ,074542 ,000 ,18174 ,60638 ,149103 ,067089 ,251 -,04292 ,34113 ,099562 ,149882 ,999 -,38108 ,58020 -,396226 * ,070956 ,000 -,59860 -,19386 -,394060 * ,074542 ,000 -,60638 -,18174 -,244958 * ,070068 ,008 -,44673 -,04319 ,344520 ,146319 ,278 -,13146 ,82050 -,151269 ,063081 ,170 -,33222 ,02969 -,149103 ,067089 ,251 -,34113 ,04292 * ,070068 ,008 ,04319 ,44673 Std Error ,244958 * The mean difference is significant at the 0.05 level Test of Homogeneity of Variances LOY Levene Statistic 5,498 df1 df2 Sig 295 ,000 Page 115 of 119 ANOVA LOY Sum of Squares df Mean Square Between Groups 32,253 8,063 Within Groups 37,283 295 ,126 Total 69,536 299 F Sig 63,800 ,000 Multiple Comparisons Dependent Variable: LOY Tamhane 95% Confidence Interval Mean Difference (I) OCCUPATION (J) OCCUPATION ,006078 ,046436 1,000 -,12567 ,13782 -,207010 * ,056033 ,003 -,36589 -,04813 ,996703 * ,039882 ,000 ,88159 1,11182 1,008242 * ,052006 ,000 ,85100 1,16549 -,006078 ,046436 1,000 -,13782 ,12567 -,213088 * ,056972 ,002 -,37465 -,05152 ,990625 * ,041191 ,000 ,87175 1,10950 * ,053017 ,000 ,84259 1,16174 ,207010 * ,056033 ,003 ,04813 ,36589 ,213088 * ,056972 ,002 ,05152 ,37465 1,203713 * ,051770 ,000 1,05571 1,35172 1,215251 * ,061598 ,000 1,03509 1,39541 -,996703 * ,039882 ,000 -1,11182 -,88159 -,990625 * ,041191 ,000 -1,10950 -,87175 -1,203713 * ,051770 ,000 -1,35172 -1,05571 ,011538 ,047382 1,000 -,13782 ,16090 -1,008242 * ,052006 ,000 -1,16549 -,85100 -1,002163 * ,053017 ,000 -1,16174 -,84259 -1,215251 * ,061598 ,000 -1,39541 -1,03509 -,011538 ,047382 1,000 -,16090 ,13782 (I-J) 1,002163 5 Std Error Sig Lower Bound Upper Bound * The mean difference is significant at the 0.05 level Test of Homogeneity of Variances LOY Levene Statistic 1,477 df1 df2 Sig 296 ,221 Page 116 of 119 ANOVA LOY Sum of Squares df Mean Square Between Groups 16,317 5,439 Within Groups 53,220 296 ,180 Total 69,536 299 F Sig 30,251 ,000 Multiple Comparisons Dependent Variable: LOY Tamhane 95% Confidence Interval Mean Difference (I) INCOME (J) INCOME 2 (I-J) Std Error Sig Lower Bound Upper Bound -,917071 * ,063880 ,000 -1,10115 -,73299 -,975967 * ,063335 ,000 -1,15901 -,79293 -,088636 ,080224 ,865 -,32532 ,14805 ,917071 * ,063880 ,000 ,73299 1,10115 -,058896 ,052154 ,835 -,19711 ,07932 ,828435 * ,071726 ,000 ,61475 1,04212 ,975967 * ,063335 ,000 ,79293 1,15901 ,058896 ,052154 ,835 -,07932 ,19711 ,887331 * ,071242 ,000 ,67438 1,10028 ,088636 ,080224 ,865 -,14805 ,32532 -,828435 * ,071726 ,000 -1,04212 -,61475 -,887331 * ,071242 ,000 -1,10028 -,67438 * The mean difference is significant at the 0.05 level Test of Homogeneity of Variances LOY Levene Statistic 8,233 df1 df2 Sig 296 ,000 ANOVA LOY Sum of Squares df Mean Square Between Groups 27,290 9,097 Within Groups 42,246 296 ,143 Total 69,536 299 F 63,737 Sig ,000 Page 117 of 119 Multiple Comparisons Dependent Variable: LOY Tamhane 95% Confidence Interval Mean Difference (I) USING TIME (J) USING TIME 2 (I-J) -,816998 Lower Bound Upper Bound * ,056573 ,000 -,96912 -,66488 ,051228 ,000 -1,24774 -,97015 -1,108948 -1,136739 * ,051511 ,000 -1,27637 -,99711 ,816998 * ,056573 ,000 ,66488 ,96912 -,291951 * ,056128 ,000 -,44110 -,14280 -,319741 * ,056387 ,000 -,46967 -,16981 * ,051228 ,000 ,97015 1,24774 ,291951 * ,056128 ,000 ,14280 ,44110 -,027791 ,051022 ,995 -,16374 ,10815 1,136739 * ,051511 ,000 ,99711 1,27637 ,319741 * ,056387 ,000 ,16981 ,46967 ,027791 ,051022 ,995 -,10815 ,16374 F Sig Sig * Std Error 1,108948 * The mean difference is significant at the 0.05 level Test of Homogeneity of Variances LOY Levene Statistic 1,373 df1 df2 Sig 297 ,255 ANOVA LOY Sum of Squares Between Groups df Mean Square 3,642 1,821 Within Groups 65,894 297 ,222 Total 69,536 299 8,208 ,000 Page 118 of 119 Multiple Comparisons Dependent Variable: LOY Tamhane 95% Confidence Interval Mean Difference (I) PLACE (J) PLACE ,049613 ,066242 ,838 -,11052 ,20975 -,198818 * ,061081 ,004 -,34575 -,05188 -,049613 ,066242 ,838 -,20975 ,11052 -,248431 * ,071371 ,002 -,42058 -,07628 ,198818 * ,061081 ,004 ,05188 ,34575 ,248431 * ,071371 ,002 ,07628 ,42058 (I-J) Std Error Sig Lower Bound Upper Bound * The mean difference is significant at the 0.05 level Page 119 of 119 ... customer loyalty of e-service  Identifying and analyzing the situation of customer loyalty of e-service in case of Traveloka application  Proposing suggestions to improve customer loyalty of Traveloka. .. understanding the impact of e-service quality dimensions to customer loyalty by using quantitative data approach The purpose of this study is researching customer loyalty of e-service in case of Traveloka. .. loyalty of e-service?  What is the situation of customer loyalty of e-service in case of Traveloka application?  How can customer loyalty of Traveloka application be improved in Viet Nam? 1.3 SCOPE