TABLE OF CONTENTS ACKNOWLEDGEMENTS i LIST OF FIGURES iv LIST OF TABLES v ABSTRACT vi INTRODUCTION 1 CHAPTER 1: LITERATURE REVIEW 5 1.1. Service 5 1.1.1. Concepts of service and bank service 5 1.1.2. Characteristics of service 5 1.2. Service quality 6 1.2.1. Concepts of service quality 6 1.2.2. Major aspects of service quality 7 1.2.3. Measuring service quality 8 1.3. Service quality and customer satisfaction 12 1.3.1. Concepts of customer satisfaction 12 1.3.2. Relationship between service quality and customer satisfaction 12 1.4. Research model and scales 13 1.4.1. Research model 13 1.4.2. Hypotheses 14 CHAPTER 2: RESEARCH CONTEXT AND METHODOLOGY 16 2.1. Research context 16 2.1.1. Military Bank 16 2.1.2. Transaction Center No.3 Lieu Giai, Hanoi 19 2.2. Methodology 19 2.2.1. Designing questionnaire 19 2.2.2. Sampling and collecting data 21 2.2.3. Analyzing data plan 22 CHAPTER 3: RESEARCH ANALYSIS AND RESULTS 28 3.1. Data description 28 3.2. Reliability analysis 31 3.2.1. Reliability of TANGIBLE scale 31 3.2.2. Reliability of RELIABILITY scale 32 3.2.3. Reliability of RESPONSIVENESS scale 33 3.2.4. Reliability of ASSURANCE scale 34 3.2.5. Reliability of EMPATHY scale 35 3.2.6. Reliability of CUSTOMER SATISFACTION scale 37 3.3. Exploratory factor analysis 38 3.3.1. Exploratory factor analysis of service quality scale 38 3.3.2. Exploratory factor analysis of customer satisfaction scale 41 3.3.3. Research model – Version 2 42 3.4. Regression analysis 43 3.4.1. Regression analysis 43 3.4.2. Research model and hypotheses tested result 48 CHAPTER 4: FINDINGS AND DISCUSSION 50 4.1. Assessment of perceived service quality at Military Bank 50 4.2. Impact of service quality factors on customer satisfaction at Military Bank 51 4.3. Suggestions to improve service quality and customer satisfaction at Military Bank 52 4.3.1. Improve RESPONSIVENESS and RELIASS components 52 4.3.2. Improve EMPATHY component 54 4.3.3. Improve other components of service quality 55 CONCLUSION 57 References 58 Appendix: Questionnaire 61
VNU- UNIVERSITY OF ECONOMICS AND BUSINESS FACULTY OF BUSINESS ADMINISTRATION - ASSESSING THE USABILITY OF MARKUS WEBSITE BY HOANG THI CHANG A THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE BACHELOR DEGREE OF BUSINESS ADMINISTRATION (INTERNATIONAL STANDARD PROGRAM) Hanoi, May 2016 VNU- UNIVERSITY OF ECONOMICS AND BUSINESS FACULTY OF BUSINESS ADMINISTRATION - ASSESSING THE USABILITY OF MARKUS WEBSITE BY HOANG THI CHANG A THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE BACHELOR DEGREE OF BUSINESS ADMINISTRATION (INTERNATIONAL STANDARD PROGRAM) Hanoi, May 2016 VNU- UNIVERSITY OF ECONOMICS AND BUSINESS FACULTY OF BUSINESS ADMINISTRATION - ASSESSING THE USABILITY OF MARKUS WEBSITE Supervisor’s name: Dr Nguyen Thi Huong Lienn Student’s name: Hoang Thi Chang Student’s ID: 11050013 Intake: QH2011-E Program: International Standard Program Hanoi – May 2016 ACKNOWLEDGEMENTS First and foremost, I wish to express my sincere thanks to my advisor Dr.Nguyen Thi Huong Lien, who was thoughtfully guiding me in writing this thesis Besides, I want to express my grateful to director and staff at faculty of business and administration who have support me in this thesis Secondly, I would like to thanks Markus School that gave me an internship I especially thank Mr Do Xuan Khoa who was directly introducing me the website usability and all aspects of Markus School Besides, I thanks to all staffs of Markus School for their whole-hearted guides during my internship in Markus School Last but not least, I’m grateful to the numerous people who participated in my research Student Hoang Thi Chang Table of Contents LIST OF TABLE a b LIST OF FIGURE 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 ABSTRACT 25 Internet is much more important nowadays which new business environment is Every entrepreneur has its own website to present themselves, communicate and cooperate with stake holder An efficiency website contributes to the success of entrepreneur This study aim to evaluate the usability of Markus website on user’s perception to learn how satisfaction the website serve user The usability would be studied based on Wammi model with two tools: questionnaire evaluation and performance evaluation The result of this study will answer how well it satisfy customer, it meet the expectation of Markus The result of the study show that Markus website score a good point at usability Base on, the result, the researcher have recommend three point as suggestion for website development This suggestion is developed logically to improve limited point and enrich the good point at Markus website Although the research solve research problem, answered the big and sub research questions as well as achieve the purpose of this study, it still have several limitation that can improve in the future study 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 INTRODUCTION 45 Internet in Vietnam was formed and developed in 1997, since then, Vietnam has always been the world rated as one of the countries with the fastest annual increase in the number of internet users The rushing speed development boots up the e- commerce environment in Vietnam According TO VECITA (Vietnam’s e-commerce and information technology agency), in 2014, B2C ecommerce sales amounts is more than $ 2.97 billion Such a rapid increase have gain a lot attention of entrepreneurs More and more company or entrepreneur have invested in e-commerce environment One of good example is the increasing number of website in Vietnam The internet has modified the traditional communication process between organization and stakeholders (Mentes & Turan, 2012) For organization, the web gives access to a lot of people and enhances functional performance Web sites are becoming key factors of an organization's success in the global market According to VECITA, 2014, 69, % active user use internet for educational website every day in which 59 % active website in Vietnam belongs to health, education and training website Therefore, education website is not an exception Academic website not only means technique to connect with various stakeholder but also means for an institution to shape its image Gordon and Berhow (2009) claims that most of academic institutions use their website as a key public relation and marketing tool to reach potential students Whether students would apply to institution, the final decision may base on how useful and comprehensive information on institution’s website is On the other word, the customer generally satisfied with institution if the website can help them achieve their goal in a specific context Otherwise, they would move to competitive complement Therefore it is pivotal to evaluate the satisfaction of customer in general and student in academic institution in detail on website operation which attract customer at the first sight Aldwyn (2013) argues that usability is one factor that satisfies user when surfing internet or access website Web design must conform to specific user needs, and must also make sure that users are satisfied to successfully complete tasks with web without facing any difficulties (Yan & Guo, 2010) Therefore, in such a rush development and competitive e-commerce currently, it is really important to satisfied customer firstly through website which mean, the firm or institution should pay more attention to evaluate and improve the website usability It is much more important to education industry since more and more active user choose distance or e- learning as a money –time saving education, otherwise there are no more inactive user who only know to find information directly in representative office Nowadays, internet booming save their time and make it easy to assess information via website, social network In case of Markus School which is an academic institution, where they ignite new marketing thinking and train marketing skills Their website means brand image, present their updated course information and useful marketing blog which support their student This website is technique to connect lecture, student an operational support Enter education market have been three years, however their website have been invested for one year with the aim of enhancing business Therefore, it is necessary to assess the usability of website to be sure whether or not the website have done well in term of satisfying customer The result is also the foundation for next investment: e-learning a Purpose of study 46 In context of this study, the researcher want to evaluate the usability of Markus website based on user’s perspective then use the result to suggest the improvement method which increases the usability as well as satisfaction of user at present when they access Markus website and foundation for future feature development To achieve that purpose, the researcher must firstly understand deeply what usability is and its elements From investigated literature, the researcher would assess the usability of Markus website to know how easy the user feel when the use Markus website based on usability element and practical accession From user’s perspective, based on their feeling of Markus website, the researcher would recommend some method to improve and raise the usability of Markus website for user based on their strategy in future a Research questions 47 In order to achieve the purpose of this research, this study would come to answer on big question and some sub questions 48 Big question: “How is the usability of Markus Website?” 49 Sub questions: 50 What is the element to measure the usability in general and website usability? 51 How to measure usability and website usability? a Object of study 52 In this thesis, researcher only focus on usability of website on user’s perspective A website includes one or more web page that have a common theme such as people, organization, business (Nur, Adzhar, Norrozila, 2013) There are many methods, elements to evaluate website Usability is one of the major factor contribute to the successfulness of a website There are a lot of definition or term about usability In ISO 9241 – 11 (1992), usability is “the extent to which a product can be used by specified users to achieve a specified goals with effectiveness, efficiency and satisfaction in a specified context of use” According to HCI (Human computer Interration), usability is designing a computer system that support people to carry out activities productively and safely This definition reflect a change that focus shift to human Whatever the aim of website is, but final goal is communicating effectively the information of content to customer Therefore, a website design firstly base on customer’s need and the website only successful if its usability satisfy actual user On the other word, assessing usability on user’s perspective reflect the true quality of website 53 The study could only focus on Hanoi area in which, the researcher concern mostly of Student experience and staffs at Markus, who response for building up website 54 Markus has start for more than years However the website was built for about years to meet the demand of development In this thesis, all data of usability of Markus website is only applied in year from staring time a Task/ Process 55 This thesis has main steps: (1) secondary research (2) primary research (3) analysis and summary In secondary research, the researcher investigate conceptually to understand research problem and figure out the solving method In Primary research step, the research applied theory and follow a proven method to approach objective or respondent to collect primary data Finally, research combine the result of previous step to answer the researcher questions a Contribution 56 By conducting this thesis, the researcher want to gain attention of developer and business organization about new trend in website design, which is focusing on the user’s perspective, taking user-experience to be cornerstone The result will contribute a comprehensive conceptual of usability for academic researchers and a easy and cheap method for assessing usability This method can be easy to apply by all kind of business, special start up 57 58 59 60 CHAPTER1: LITERATURE REVIEW a 1 Usability i 1.1.1 Concept and element of usability 61 Usability is simply the “ease of use” which is a catch phrase that describe a product that work better for user (Whitney Quesenbery, 2001) Usability can be applied in numerous objects, such as: software application, book, website, tool, machine, process, etc In different context usability has a different specified definition, however all of them focus toward make product and system easier to use and match them closely to user’s need and requirement 62 The term ‘usability’ was introduced in the early 1980s to refer to what was then a number of vague and subjective attributes of a product, collectively known as “user friendly elements” (Bevan et al 1991) However, the cornerstone of usability conceptual is usability standards provided by (ISO) the International Standards Organization which has two main categories: (1) product-oriented standards (ISO 9126, 2001; (2) process-oriented standards (ISO 9241, 1992/2001; ISO 13407, 1999) In ISO 9241-11, 1992 usability is defined as: “The extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use” ISO 9241-11 explains how to identify the information that it is necessary to take into account when specifying or evaluating usability in terms of measures of user performance and satisfaction It also explains how measures of user performance and satisfaction can be used to measure how any component of a work system affects the quality of the whole work system in use In this definitions, the element of usability are: “effectiveness, efficiency and satisfactions” It focus more on human interaction for software product In the field of Software Engineering (SE) in ISO 9126-1, usability is defined as “the capability of the software product to be understood, learned, operated, attractive to the user, and compliant to conditions” It has main elements: “functionality, reliability, usability, efficiency, maintainability and portability and more sub elements: understandability, learnability, operability, attractiveness and usability compliance Usability is not barely functionality and increasing functionality does not mean improved usability You should focus on usability component: user, their goal and usage situation which is affected to improve usability 63 Base on ISO 9126 AND 9241, some researcher has created their own model including different usability element For example, Benbunan-Fich defined usability as “how well and how easily a user, without format training can interact with an information system of a website” In context of website, Benbunan-Finch use learnability, efficiency, aesthetics, navigation, content, functionality, accuracy, consistency, technical adequacy, help and documentation and error removal for his usability Similar, in 2005, in term of digital library, Judy Jeng use effectiveness, efficiency, satisfaction and learnability as usability elements Usability consultant Jakcon Nielsen and computer science,Professor Ben Shneiderman has define usability as usefulness, which composed of learnability, efficiency, memorability, errors, satisfaction In this definition, Nielsen concentrated on memorability, which related to cognitive aspects, and highlighted error tolerance, a elements that some authors neglected 64 Beside some common previous elements, some researchers concerned on the relationships between users and Web technologies (Yu-Hui, Abebe, Carol, 2015) For example, Andreas Lecerof and Fabio Paternò’s definition mentioned the relevance of a system to the users’ needs, efficiency, learnability, and a system’s safety features (undo action to prevent error) Whitney Quesenbery highlighted user experience and affect by including elements: engagement, pleasure in information seeking and online service context Furthermore, many researcher addressed information organization and structure as crucial usability elements Jonathan Palmer accentuated website consistency, ease of reading, information organization, speed and layout Many experts also regard 10 information organization and structure as crucial usability elements Jonathan Palmer emphasized website consistency, ease of reading, information organization, speed, and layout In addition, many researcher believed that content is a core component of website usability Beside, usability characteristic, researcher also defined usability testing in a specified environment in which a particular system is used and tasks undertaken to achieve a user’s goals For example Shackel emphasized environment in relation to user support in fulfilling a specified range of tasks Tefko Saracevic built an iterative information retrieval model in which users (with a host of variables of their own) are related to a situation (task, problem-at-hand) within an environment, each having a number of elements and dynamics Nicholas Belkin developed information-seeking models which consists of three components: the end user, the information objects, and intermediaries (such as humans, tools, or both) that support the interaction between the user and the information objects Another information-seeking behavior model proposed by Tom Wilson addressed the interrelation among cognitive, physiological, and affective needs His model accentuated the environment factor, focusing on work, sociocultural, politicoeconomic, and physical aspects Wilson noted that a user’s social role in tandem with the environment would impact the user’s needs 65 From precious review, it is clearly to claim that usability is much more pivotal in human interaction and communication Usability has various elements in different filed, which is influenced by many factors: web technology, user, context, and environment and so on Day by day when the environment changes cause usability elements change to adopt a new environment Nowadays, the internet booming and technical digital tool development bring the control closer to user or customer, which cause a change in usability change There is an obvious shift toward human interaction as well as user perspective Usability only work if it meet user’s need, facilitate user to achieve their goal Usability is not only focus on software any more Specially, web site is use widely for medium of information and service communication and usability principles was implementing in web environment and not for software only User only use the web site if the web site can achieve their task or goal for searching the information or using it services more quickly, easily and effectively This issue has gain attention of a lot researcher in website usability on user’s perspective i 1.1.2 Website usability concept and its elements 66 Web evaluation has been used in decades to evaluate how well the website work Website is a series of page which has a common theme in user, business or organization The front page is called home page which composed a lot of 38 the number of respondent is still small, it only account for 50 % of current student at Markus School The historical statistical data is short term It had better cover in more than year a b c 395 a REFERANCE Abdullah, R& K.T Wei, “Usability Measurement of Malaysia Online News Websites”, 2008, International Journal of Computer Science and Network Security, 8(5): 159-165 Al-Radaideh, Q., E Abu-Shanab, S Hamam, & H Abu-Salem, “Usability Evaluation of Online News Websites: A User Perspective Approach”, 2011, International Journal of Human and Social Sciences, 6(2): 114-122 Benbunan-Fich, R., “Using protocol analysis to evaluate the usability of a commercial”, 2001, Information and Management, Vol 39, pp 151-163 Caglar, E., & S.A Mentes, “The usability of university websites–a study on European University of Lefke” 2012, International Journal of Business Information Systems, 11(1): 22-40 Gordon, J., & S Berhow, “University websites and dialogic features for building relationships with potential students”, 2009, “Public Relations Review”, 35(2): 150152 Guenther, K “Assessing web site usability”, 2003, Online, 27, 65-68 Hasan, L., “Investigating the Relative Importance of Design Element in the Evaluation of the Usability of Educational Websites from the Viewpoint of Students”, 2012, Lecture Notes in Engineering and Computer Science, 21-98 Islam, A., & K Tsuji, “Evaluation of Usage of University Websites in Bangladesh”, 2011, DESIDOC Journal of Library & Information Technology, 31, 468-478 ISO, 1998 ISO 9241-11: “Ergonomics Requirements for Office Work with Visual Display Terminals (VDTs) Part 11: Guidance on Usability Geneva: International Standards Organisation”, Also available from the British Standards 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A., “Usability and meeting the needs of educational web site users”, Proceedings of the Tenth Australian World Wide Web Conference, Queensland, Australia, 1-13 25 Roy, S., Pattnaik, P.K & Mall, R., "A quantitative approach to evaluate usability of academic websites based on human perception", 2014, Egyptian Informatics Journal, vol 15, no 3, pp 159-167 26 Şengel, E., & S Öncü, “Conducting preliminary steps to usability testing: investigating the Website of Uludağ University”,2010, Procedia-Social and Behavioral Sciences, 2(2): 890-894 27 Shackel, B.,“Usability-context, framework, definition, design and evaluation”, 2009, In Interacting with Computers, 21(5), 339–346 28 Shneiderman, B., “Designing the User Interface: Strategies for Effective Human Computer Interaction”,1998, Addison-Wesley, MA 29 Tefko Saracevic, “ Modeling Interaction in Information Retrieval (IR): A Review and Proposal,” 1996, in ASIS [American Society for Information Science]’96: Proceedings of the 59th ASIS Annual Meeting, Baltimore, MD, October 21–24, 40 1996, ed Steve Hardin (Medford, NJ: Information Today for the ASIS, 1996), Vol 42, No 1, pp 65-72 30 Whitney Quesenbery, “The Five Dimensions of Usability,” 2003, in Content and Complexity:Information Design in Technical Communication, ed Michael J Albers and Beth Mazur (Mahwah, NJ: Lawrence Erlbaum Associates, 2003), 81–102 31 Yusof, U.K., Khaw, L.K., Hui, Y.C and Neow, B.J., “Balancing between usability and aesthetics of web design”, 2010, Information Technology, 1(3), 1-6 32 Tran Huu Linh, “ Báo cáo thương mại điện tử”, 2014, http://www.vecita.gov.vn/anpham/230/Bao-cao-Thuong-mai-dien-tu-Viet-Namnam-2014, 2014, ( Accessed 13 March, 2016) 33 Cong Ly, Dam Trung, “ Phát triển internet Việt Nam, tốc độ vũ bão” , 2014, http://ndh.vn/phat-trien-internet-o-viet-nam-toc-do-vu-bao20140130113457602p145c153.news ( Accessed 13 March, 2016) 34 Wammi WAMMI stands for Website Analysis and MeasureMent Inventory, http://www.wammi.com/about.html, ( Accessed 13 March, 2016) 396 397 398 399 400 401 402 403 404 405 406 407 408 a APPENDIX b Questionnaire – English 409 USABILITY EVALUATION QUESTIONNAIRE 410 Thank you for helping us evaluate Markus website The information you provide is kept completely confidential, and no information is stored on computer media that could identify you as a person If you have not yet used this site, please check website: (http://www.thinkmarkus.com/) now and fill out this questionnaire after you've used Part 1: Personal information 411 Gender 41 Male 413 Female 414 What is your age? 415 18 – 22 416 23 – 28 417 29 – 34 418 > 34 419 Which course did you study at Markus School? 420 Marketing thinking 421 Copywriting foundation 422 Inbound marketing 423 Content marketing 424 Sale and trade ( promotion, activation and reward) 425 Studying in near future 426 Your occupation status 427 Student 428 Graduated without fulltime job 429 Working fulltime job 430 Part 2: Usability questions 431 Please share your evaluation of Markus website based on the following statement in scale (1 – 5) corresponding to strongly disagree and strongly agree 412 433 432 This website has much that is of interest to me It is not difficult to move around this website 434 435 437 I can quickly find what I want on this website 436 438 This website seems logical to me 439 42 441 This website does not need more introductory explanations 440 The pages on this website are very attractive 442 443 445 I feel in control when I'm using this website 444 446 This website is not too slow 447 449 This website helps me find what I am looking for 448 Learning to find my way around this website is a problem 450 451 452 453 454 455 456 457 459 458 I like using this website I can easily contact the people I want to on this website 460 461 43 463 I feel efficient when I'm using this website 462 It is not difficult to tell if this website has what I want 464 465 467 466 Using this website for the first time is easy This website does not some annoying features 468 469 471 Remembering where I am on this website is not difficult 470 472 Using this website is not a waste of 473 time 475 I get what I expect when I click on things on this website 474 Everything on this website is easy to understand 476 478 479 480 481 477 44 482 483 484 485 486 487 488 489 490 491 492 493 494 495 496 497 498 499 Part 3: Extra questions 501 What you think is the best feature of website? 502 How important for you is the kind of site you have just been rating? 503 Extremely important 504 I would need it sometimes 505 Not very important 506 I would never need it 507 How would you rate your internet skill? 508 May we contact you to ask additional questions about your experience on this website? If so, please enter your e-mail address 509 a Questionnaire – Vietnamese 510 https://docs.google.com/forms/d/1cFPorbslW78Z3tD6qfOsD91h6JKWCZm1jmaM9XLFHA/viewform 511 500 512