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

t to UNIVERSITY OF ECONOMICS HO CHI MINH CITY ng hi International School of Business ep w n Đinh Thiên Phúc lo ad ju y th yi pl FACTORS AFFECTING CUSTOMER SATISFACTION ON ua al RETAILER’S WEBSITE: A STUDY OF VIETNAM ELECTRONICS AND n APPLIANCES INDUSTRY n va ll fu oi m at nh z z k jm ht vb MASTER OF BUSINESS (Honours) om l.c gm n a Lu n va y te re th HO CHI MINH City - Year 2015 t to UNIVERSITY OF ECONOMICS HO CHI MINH CITY ng hi International School of Business ep w n Đinh Thiên Phúc lo ad ju y th yi pl FACTORS AFFECTING CUSTOMER SATISFACTION ON ua al RETAILER’S WEBSITE: A STUDY OF VIETNAM ELECTRONICS AND n APPLIANCES INDUSTRY n va ll fu oi m ID: 22120097 at nh z z vb jm ht MASTER OF BUSINESS (Honours) k SUPERVISOR: Dr PHAM NGOC THUY om l.c gm n a Lu n va y te re th HO CHI MINH City - Year 2015 i ABSTRACT t to ng hi Vietnam ranks 18/20 countries with the largest number of Internet users in the world, ep ranking eighth Asia and ranks third in Southeast Asia Online shopping is the strategic w direction in 2015 of electronics and appliances retail industry This research aims to identify n lo the influence of the website elements to customer satisfaction on electronics and appliances ad y th retailers’ websites This research will find out that specific information, care taking, general ju information, billing and payment are factors that affecting customer satisfaction with yi specific information is the most important factor pl n online shopping ua al Keywords: customer satisfaction, electronics and appliances, retailers’ website, n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re ii TABLE OF CONTENTS t to ng ABSTRACT .i hi ep TABLE OF CONTENTS ii LIST OF FIGURES iv w n LIST OF TABLES v lo ad CHAPTER 1: INTRODUCTION Research Background 1.2 Research Problems 1.3 Research Objectives 1.4 Research Significance 1.5 Research Scope ju y th 1.1 yi pl n ua al n va ll fu CHAPTER 2: LITERATURE REVIEW Theoritical Background 2.2 Customer satisfaction 10 2.3 Factors affecting customer satisfaction on retailers’ website 10 oi m 2.1 at nh z z 2.3.1 Website elements related to information influence on customer satisfaction .11 vb jm ht 2.3.2 Website elements related to service influence on customer satisfaction 13 2.3.3 Website elements related to system influence on customer satisfaction .14 k gm Research Model 15 2.5 Summary 16 om l.c 2.4 CHAPTER 3: RESEARCH METHODOLOGY 17 an Lu Research Process 17 3.2 Research sampling method .19 3.3 Measures of the constructs 20 3.4 Data collection procedure 23 3.5 Data analysis method 24 n va 3.1 ey t re iii 3.5.1 Descriptive analysis .24 t to 3.5.2 Reliability analysis 24 ng 3.5.3 Exploratory Factor Analysis (EFA) 25 hi ep 3.5.4 Multiple regression analysis 25 3.5.5 Summary .25 w n lo CHAPTER 4: RESULTS AND ANALYSIS 27 ad Sample description 27 4.2 Cronbach’s alpha test 28 4.3 Exploratory Factor Analysis (EFA) 31 4.4 Pearson Correlation Coefficient .38 4.5 Hypotheses testing 39 4.6 Discussions of the findings .44 4.7 Sumarry 46 ju y th 4.1 yi pl n ua al n va ll fu m oi CHAPTER 5: CONCLUSION AND IMPLICATIONS 48 Conclusion 48 5.2 Implications of this research .50 5.3 Research limitations and implications for future research .51 at nh 5.1 z z ht vb jm REFERENCES 53 k APPENDIX A – QUESTIONNAIRE IN ENGLISH 58 gm l.c APPENDIX B – QUESTIONNAIRE IN VIETNAMESE 62 om APPENDIX C – STATISTIC ANALYSIS RESULTS 66 an Lu APPENDIX D – MULTIPLE LINEAR REGRESSION 69 APPENDIX E – PILOT STUDY RESULTS 70 n va ey t re iv LIST OF FIGURES t to ng hi Figure 1.1 Step Searching ep Figure 1.2 Step Finding Information w Figure 1.3 Step Order Taking n lo Figure 1.4 Step Payment ad y th Figure 1.5 Step Confirmation ju Figure 2.1 The proposed research model 15 yi pl Figure 3.1 Research Process 18 ua al Figure D.1 Histogram of SATIS dependent variable 69 n Figure D.2 Normal P-P Plot of regression standardized residual 69 n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re v LIST OF TABLES t to ng hi Tables 3.1 Measurement scales 20 ep Tables 3.2 Measurement scales 23 w Table 4.0 Sample Characteristics 28 n lo Table 4.1 Cronbach’s Alpha results 29 ad y th Table 4.2 First KMO and Bartlett’s Test for independent variables 31 ju Table 4.3 First Pattern Matrix 32 yi pl Table 4.4 Removal process during EFA 33 ua al Table 4.5 Final Pattern Matrix 34 n Table 4.6a Final total variance explained 36 va n Table 4.6b Cronbach’s alpha summary after EFA 37 fu ll Table 4.7 Pearson Correlation Coefficient 39 m oi Table 4.8a Coefficients 40 nh at Table 4.8b The summary of overall value 41 z Table 4.9 Cofficients 41 z vb Table 4.10 The summary of overall value 41 ht k jm Table 4.11 Coefficient 42 gm Table 4.12 ANOVA results 43 om l.c Table 4.13 The result of testing hypotheses 43 an Lu n va ey t re CHAPTER 1: INTRODUCTION t to 1.1 Research Background ng hi The global Internet market today is estimated to have around 150 million users coupled ep with 44 million hosts in more than 130 countries During the next decade, this figure is w estimated to reach over 500 million users (Kamel & Hussein, 2001) Along with the n lo popularity of the internet, e-commerce plays an increasingly important role in business ad strategy 28% of internet users globally have either shopped online or plan to so in the y th next months (Taylor Nelson Sofres, 2002) Understanding the mechanisms of online ju yi shopping and the behavior of the online consumer is a priority issue for practitioners pl competing in the fast expanding virtual marketplace (Constantinides, 2004) ua al n According to Vietnam Internet Network Information Center, Vietnam ranks 18/20 va n countries with the largest number of Internet users in the world, ranking eighth Asia and fu ll ranks third in Southeast Asia with 31,302,752 Internet users as of Dec 2013, 35.53% of the m oi population The number of Vietnam Internet user has increased more than 15 times compare z commerce service (Ngo & Gim, 2014) at nh with that of 2001 Such an advantage of Internet is very potential for development of e- z vb Vietnam Online Shopping Survey 2013 made by Vietnam E-commerce and Information ht k jm Technology Agency under the Ministry of Industry and Trade showed that there were nearly gm 202 websites for shopping online with combined revenues of over VND1.66 trillion 20% of om l.c Vietnamese use the internet for shopping online and only 29% of them felt sastified Vietnam Online Shopping Survey 2013 also shows that mobile phones, computers and an Lu electronic devices is one of the most sold online goods 73% of surveyed websites selling electronic items online 61% of customers when asked said that they often buy electronic ey trading platforms t re goods via the stores websites instead of purchasing through social networks or other online n va these items and 35% of customers said that they often buy the phones, computers or other According to Vietnamnet, the electronics and appliances retailers in Vietnam almost base on traditional stores, which is selling mobile phones, computers or other electronic t to goods Some famous brands in this field could be mentioned as Tran Anh, Pico in the ng hi northern area, and Nguyen Kim, Cho Lon, VienthongA in the southern region With the ep rapid development of the internet, from the 2010s, most of the electronics and appliances retailers in Vietnam developed online shopping features on their website, thereby forming a w n separate business division, along with traditional selling According to Vietnamnet, online lo ad shopping is the strategic direction in 2015 of electronics and appliances retail industry y th Many retailers are focusing on this direction such as Pico, VinPro, Nguyen Kim, Tran ju yi Anh… Pico’s representative says that they would like to boost their online selling since pl 2015, while Nguyen Kim has the ambitious to grow their online sales 50% compared with n ua al 2014 va n The development of e-commerce website brings many benefits to them According to fu ll Alam et al (2005), it has major benefits of apply e-commerce website: ability to reach m oi globally, no time barriers, enhance image, low cost communication, direct link with at nh customer, future business tool In Vietnam electronics and appliances industry, the biggest benefit of e-commerce website is to increase revenue: with e-commerce website, their z z customers are now no longer limited geographically or working time The second benefit is vb jm ht to cut costs: with e-commerce website, they not have to pay a lot to hire stores, staffs or storage… then they could reduce the selling price and get higher sales The last benefit is k l.c gm competitive advantages: online business is a "playground" for creativity, where they can apply the best ideas, the latest supported service, marketing strategy etc And once all om competitors are applying e-commerce, then the victory will belong to someone who is best customers an Lu creative in creating features for businesses, products and services to its attract and retain ey t re website is quite simple, mainly includes the following steps: n va The purchasing process that electronics and appliances retailers are offering on their - Step 1: Searching Using the search engine of the website to search for products to buy Click on image or product name appeared to move to the detailed information page of t to the product ng hi ep w n lo ad ju y th yi pl n ua al va n Firgure 1.1 Step Searching ll fu m - Step 2: Finding information View the details about product features, product photos, oi at nh comparisons, promotions and reviews by other consumers about products If you chose a appropriated product, click on Ordering button Some retail systems which has many stores z z also offer a feature that help customer to find the store which have the selected good in k jm ht vb stock om l.c gm an Lu n va ey t re Firgure 1.2 Step Finding Information 58 APPENDIX A – QUESTIONNAIRE IN ENGLISH t to Dear Mr/Ms, I am Dinh Thien Phuc, a graduate student of ISB, University of ng Economics HCMC I’m researching for the Factors affecting customer satisfaction on hi retailers’ website in a study of Vietnam electronics and appliances industry I hope that you ep can spend you time to help me answer this survey w n Your personal information will be secured If you have any concern or feedback about this, lo ad please contact me through my email: phucdinh001@gmail.com or cellphone 0906 800 501 y th ju Part A: General Information yi pl Have your ever shoped for electronics or appliances online, through retailers’ website? n ua al n va Yes (Please go on to the next questions) ll fu Which retailers’ website have you bought from? oi Điện máy Xanh m Nguyễn Kim ợ Lớn at nh z z How long since your last time shopping on retailers’ website? l.c Điện máy Xanh gm Nguyễn Kim k jm ht vb Those products were buy from which retailers’ website? ợ Lớn om ……… n va Part B: Main Survey an Lu Name X as retailer in your last online shopping to answer next questions: ey t re 59 Strongly Disagree Disagree Normal Agree Strongly Agree Please indicate your evaluation of the statements below about X’s … provides contact information about how they can be contacted … introduce its physical stores in my area 5 website by t to Box ticking (√) No ng the 1: No hi Box in appropriate boxes, Strongly 5: with: Disagree Strongly Agree ep And with different level type in the box number 2, and w I found that X’s website… n lo General information ad ju y th yi Specific information pl … provides information about the good and a picture of it … provides a detailed description of the appliances or electronics 5 … includes price information in the appliances or electronics listing … offers the capability to check the appliances or electronics 5 5 n ua al n va ll fu oi … offers the capability to view larger pictures of the appliances or electronics at nh m availability z z Convenience vb … operates an uncluttered web page … categorizes the appliances or electronics on the main web page k jm ht 10 … provides information about satisfaction guarantees 11 … provides information about the product’s warranty l.c om gm Confidence 5 12 … provides information about the privacy and security of my ey appliance or electronic t re … provides information about repairs when problems arise with the n 13 va information an Lu Care Taking 60 5 5 address, change stored credit card information, change password for 5 5 … offers the capability to search for appliances or electronics by k … provides information about the security of the purchase ht 14 5 transaction t to 15 … offers the capability to cancel a previously placed order ng hi Procedural Efficiency … provides information from other customers who have rated or ep 16 w evaluated the product … offers the capability of checking whether the product I desire is n lo 17 ad presently in stock at the local XXX location(s) ju … offers the capability to view my account (change shipping yi 18 y th Order taking pl n ua … offers the capability to track an order after purchase fu Billing and Payment n va 19 al my account, etc.) … provides information about different shipping options 21 … offers the capability to use different payment options (e.g Credit ll 20 oi m z vb … offers the capability to search within a group of items based on jm several criteria (e.g brand, price, etc.) 25 … offers the capability to view appliances or electronics by price level 3 4 an Lu … offers the capability to view appliances or electronics by brand om 24 l.c typing a keyword in a search box gm 23 z 22 at System usability nh cards, PayPal, e-check, etc.) va Customer satisfaction n 26 … very satisfied with XXX 27 … very pleased with XXX ey t re All things considered, I am 61 28 … very delighted 29 … My interaction with XXX has been satisfying t to ng hi Part C Personal Information ep Gender: w n □ Man □ Woman lo ad Age: □ 25 – 35 years old ju y th □ 18 – 25 years old yi □ > 35 years old pl Marriage: al □ Married n ua □ Single ll □ Student oi m at nh □ Others □ Office staff fu □ Unemployment n □ Housewife va Job: z z Monthly income (VND): vb □ –