(Luận văn) factors affecting customer satisfaction in group buying in vietnam

t to UNIVERSITY OF ECONOMICS HO CHI MINH CITY ng hi International School of Business ep w n lo ad ju y th yi Nguyen Thi My Chi pl n ua al n va fu ll FACTORS AFFECTING CUSTOMER SATISFACTION IN GROUP BUYING IN VIETNAM oi m at nh z z k jm ht vb om l.c gm MASTER OF BUSINESS (Honours) an Lu n va ey t re Ho Chi Minh City – 2013 t to UNIVERSITY OF ECONOMICS HO CHI MINH CITY ng hi International School of Business ep w n lo ad y th ju Nguyen Thi My Chi yi pl al n ua FACTORS AFFECTING CUSTOMER SATISFACTION IN GROUP BUYING IN VIETNAM n va ll fu oi m at nh z z k jm ht vb ID: 60340102 om an Lu SUPERVISOR: Dr Tran Ha Minh Quan l.c gm MASTER OF BUSINESS (Honours) n va ey t re Ho Chi Minh City – 2013 - i - t to ng ABSTRACT hi ep w Recently, group buying model is developing rapidly and impressively in n lo Vietnam as a type of online shopping This study aims at investigating the ad y th motivations that influence customer satisfaction as well as service quality of group ju buying This research will find out that service quality, brand, trust and price are yi critical factors influenced customer satisfaction with service quality is the most pl n ua al important factor n va Keywords: group buying, group buying site, customer satisfaction ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re - ii - t to ng TABLE OF CONTENTS hi ep ABSTRACT i w TABLE OF CONTENTS ii n lo LIST OF FIGURES iv ad LIST OF TABLES v y th ju I INTRODUCTION yi Research background pl ua al Research motivation 3 Research questions .4 n n va Research objectives .4 ll fu II LITERATURE REVIEW .4 oi m Group buying .4 Service quality .6 nh at Online service quality z Service quality and customer satisfaction 11 z ht vb Price discount and customer satisfaction 12 jm Trust and customer satisfaction 13 k Brand and customer satisfaction 13 gm l.c Research framework 14 III RESEARCH METHODOLOGY 16 om Research process 16 an Lu Research sampling method 18 5.2 Reliability analysis 22 ey 5.1 Descriptive analysis .21 t re Data analysis method 21 n Data collection procedure 21 va Measurement scales 19 - iii - t to ng 5.3 Exploratory Factor Analysis (EFA) 22 hi ep 5.4 Multiple regression analysis 23 IV FINDING AND ANALYSIS 24 w Sample description .24 n lo Evaluation and refinement of measurement scales 27 ad y th 2.1 Cronbach Alpha Reliability Analysis 28 ju 2.2 Exploratory Factor Analysis (EFA) 30 yi 2.2.1 EFA for independent variables .30 pl ua al 2.2.2 EFA for dependent variable 37 n 2.2.3 Pearson Correlation Coefficient 38 va Hypotheses testing .39 n ll fu 3.1 Testing assumptions of Multiple Regressions .39 oi m 3.2 Regression analysis .41 nh 3.3 Summary of hypotheses testing results .42 at Discussions of the findings 43 z z V CONCLUSIONS AND IMPLICATIONS 45 vb ht Conclusion 45 k jm Implications of this research 45 gm Research limitations and implications for future research 47 l.c REFERENCES 49 om APPENDIX A 54 an Lu APPENDIX B 60 APPENDIX C 66 ey t re APPENDIX F 71 n APPENDIX E 70 va APPENDIX D 68 - iv - t to ng LIST OF FIGURES hi ep w n Figure 2.1 The research model and hypotheses 14 lo ad Figure 3.1 Research process 17 y th Figure D.1 Histogram of SATIS dependent variable 68 ju Figure D.2 Normal P-P Plot of regression standardized residual .68 yi pl Figure D.3 Scatterplot .69 n ua al 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 - t to ng LIST OF TABLES hi ep Table 3.1 Survey item summary .20 w n Table 4.1 Sample characteristics .24 lo ad Table 4.2 Cronbach’s alpha reliability test result .28 y th Table 4.3 KMO and Bartlett’s Test for independent variables 30 ju Table 4.4 Rotated Component Matrix .31 yi pl Table 4.5 Removal process during EFA 32 ua al Table 4.6 Total Variance Explained 33 n Table 4.7 Rotated Component Matrix .34 va n Table 4.8 Cronbach’s alpha summary after EFA 36 fu ll Table 4.9 KMO and Bartlett's Test for dependent variable 37 m oi Table 4.10 Factor loading of satisfaction variable 37 at nh Table 4.11 Pearson correlation coefficients between SATIS and other independent z variables 38 z Table 4.12 Coefficientsa 40 vb jm ht Table 4.13 The summary of overall value 41 k Table 4.14 ANOVAa result .41 gm Table 4.15 The result of testing hypotheses 42 l.c Table C.1 Pearson correlations 66 om Table E.1 Descriptive Statistics 70 an Lu Table F.1 Measurement scales 71 n va ey t re - - t to ng I INTRODUCTION hi ep In the first chapter, the background of the chosen research subject will be presented, along with problem background and the purpose of this thesis Finally, w n the research question will be addressed with the research objectives which will be lo ad clarified clearly in later parts y th ju Research background yi pl In the past, consumers must go to the store and buy commodities directly It al n ua takes much times and also brings the inconvenience to consumers, especially who va are far away from the store Nowadays, as the Internet has been developing, more n buyers are enjoying online shopping because the Internet services are as a fu ll convenient way to shop Consumers can buy goods, even services, online, where m oi makes more options for them Consumers who have a want for some favor services nh at or goods could be gathered when making an online shopping (J Chen, Chen, & z Song, 2002; Pi, Liao, Liu & Lee, 2011) Additionally, it offers many advantages, z jm ht vb such as facility, rapidity, a 24-hour opening and unrestricted geography k Due to the advantages of Internet, in the context of electronic commerce, gm online group buying becomes more and more popular According to Rezabakhsh et l.c al (2006), “central idea of online group-buying is the aggregation of geographically om dispersed consumer purchasing power from all over the countries that have a an Lu common interest in a certain product and come together on the group-buying sites to get price discounts” In addition, joining online group buying, consumers not only n ey t re have chances to share shopping experiences with other buyers va get competitive advantages of quantity system price and delivery service, but also - - t to ng In Vietnam, according to electronic information website Maskonline, website hi phagia.com appeared officially on June 2010, making an underground river to the ep field of electronic commerce in the country Some months later, many other group w buying sties were born to compete each other, as cungmua.com, muachung.vn, n lo nhommua.com, etc According to Vu Hong Quang, a representative of the Southern ad VC Corp which owns muachung.com, after just months of operation, his site y th already has 100.000 members Muachung.com’s main competitor, nhommua.com ju yi has the same number of registered users but even some of the newer sites have pl ua al 60.000 members According to uncompleted statistics, up to now, Vietnamese market has about 97 sites that offer group buying services (E-Money, 2011) n va n Deals sites can create a winning situation all around that give benefit to three fu ll sites: business, coupon site and consumer Businesses get some much needed m oi traffic, the coupon sites get a commission for pulling in that traffic and consumers nh get a good deal And Vietnamese are loving this model at z z Group buying model adopts “tipping point” mechanism This mechanism vb jm ht requires a minimum number of participants for each deal There are two conditions make a transaction happens: the number of actual participants exceeds the minimum k gm number and the potential buyers have prepaid for the deal (Cohen, 2009) A deal l.c usually includes price discount of the product or service When the number of om people reaches a certain limitation, customers will get direct discounts on goods or an Lu services or they can buy vouchers with attractive prices (E-Money, 2011) ey had bitterly announced dismal sales declines in the last months In Vietnam, the t re 2012) Even Groupon in the U.S., the first group buying model in the world, also n two years ago, but it is now flat and gradually has to transform to survive (May va According to action.vn, group buying model is as a balloon inflated round - - t to ng group buying model is facing to changes to overcome this difficult period In the hi past, the majority of the initiators were main buyers in online group buying ep However, because of the impact of global economic recession, many initiators are w aggressive being the roles of vendors holding the products or services to supply to n lo consumers This research doesn’t focus on analyzing the reason why initiator acts as ad vendor, however, vendor role of initiator is considered as a part of group buying y th mechanism to evaluate service quality later ju yi pl Research motivation ua al Kris Ashton (2011) noted that, since many consumers are not familiar or n n va comfortable with online payments, most vouchers are purchased by money transfer ll fu or cash on delivery Vouchers are often lost or delivered lately and the cost of oi m delivery can be costly There is also the problem of many merchants that don’t nh follow the rules of the contract, provide inferior service or treat voucher holders at differently than they customers that are paying full price Summarily, they are all z z problems in service quality that group buying services need to focus more to survive jm ht vb in recent difficult environment k In previous studies, some of them discussed online group buying in operator gm point of view: Wei et al (2011) proposed a management model in online group l.c buying’s process, Matsuo (2009) proposed an effective pricing mechanism for om traders, Anand and Aron (2003) using analytical economic models to study the an Lu phenomenon of online group buying The other discussed from consumer point of ey t re website quality are the determinants of online group buying’s intention, etc n online group buying, Tsai et al (2011) found out that trust in virtual community and va view: Liao et al (2012) focused on consumers’ demands and preference of stuff in