CÁC NHÂN tố ẢNH HƯỎNG đến mức độ hài LÒNG của KHÁCH HÀNG tại TVSHOPPING ENG

THESIS FACTORS AFFECTING CUSTOMER SATISFACTION AT TV SHOPPING Class: ieMBA.B03 TABLE OF CONTENT TABLE OF CONTENT ii LIST OF TABLES v LIST OF FIGURES vi ACKNOWLEDGEMENT vii INTRODUCTION CHAPTER – THEORETICAL BASIS 14 1.1 Service .14 1.1.1 Service definition .14 1.1.2 Service characteristics .15 1.2 Service quality 15 1.2.1 Definition of service quality 15 1.2.2 Determinants of service quality .16 1.3 Customer satisfaction .20 Vũ Thi Huệ Chi - IeMBA-B03 1.3.1 Definition of customer satisfaction 20 1.3.2 Determinants of customer satisfaction .20 1.4 Relationship between service quality and customer satisfaction 21 1.5 Theoretical model to measure service quality 22 1.5.1 SERVQUAL model (Parasuraman et al, 1988) .22 1.5.2 SERVPERF model 22 1.5.3 FSQ and TSQ model (GrÖnroos,1984) 22 1.5.3 E-SQ model (E-S-QUAL and E-RecS-QUAL) .23 1.6 Chapter conclusion .25 CHAPTER 2: OVERVIEW OF TV & ONLINE SHOPPING MARKET AND CURRENT SITUATION OF TV SHOPPING 27 2.1 Overview of TV & Online shopping market 27 2.1.1 Robust development of non-traditional distribution channel 27 2.1.2 Vietnam potential e-commerce market 28 2.1.3 The trend of Vietnam e-commerce market .29 2.2 Introduction of TV Shopping Company 30 2.2.1 TV Shopping history 30 2.2.2 TVShopping company’s operation field 31 2.2.3 Company structure 32 2.2.4 Customer service at TV Shopping 33 2.3 Chapter conclusion .35 CHAPTER 3: RESEARCH MODELS, RESEARCH METHODOLOGY AND RESEARCH RESULTS 36 3.1 Research model to evaluate customer satisfaction 36 3.1.1 Research model .36 3.1.2 Hypothesis .39 3.2 Research method 40 3.3 Data collection 40 3.3.1 Primary data 40 3.3.2 Secondary data 40 3.4 Research design .40 3.4.1 Qualitative research 40 3.4.2 Quantitative research .41 3.4.2.1 Sample size .41 3.4.2.2 Questionnaire design 41 3.5 Research result 43 3.5.1 Descriptive statistic 43 Page ii Vũ Thi Huệ Chi - IeMBA-B03 3.5.1.1 General information about customer 43 3.5.1.2 Factors affecting customer satisfaction .46 3.5.1.3 Measuring customer satisfaction .51 3.5.2 Analysis of Cronbach’s Alpha coefficient and EFA analysis 52 3.5.2.1 Analysis of Cronbach’s Alpha coefficient 52 3.5.2.2 Factor analysis 54 3.5.4 Evaluation of research model 56 3.5.4.1 Pearson correlation coefficient analysis 56 3.5.4.2 Regression analysis 57 3.5.5 Research findings 57 3.5.5.1 Determining customer satisfaction 58 3.5.5.2 Factors affecting customer satisfaction .59 Chapter conclusion 62 CHAPTER – SOLUTIONS TO IMPROVE CUSTOMER SATISFACTION AT TV SHOPPING .63 4.1 Development strategy for TV Shopping 63 4.2 Solutions to improve customer satisfaction at TV Shopping 63 4.2.1 Solutions to improve price factor .63 4.2.2 Solutions to improve assurance .67 4.2.3 Solutions to improve web functionality 70 4.2.4 Solutions to improve system security 72 4.2.5 Other solutions 74 4.2.5.1 Personalization of customer service 74 4.2.5.2 Trial application of return/change policy 75 4.2.5.3 Introduce TV Shopping mobile application 76 4.2.5.4 Policy of handling customers’ complaints and questions 76 Introduce TV Shopping mobile application 77 4.2.6 Recommendation to government authorities to ensure the security of the corporate and customer reliability .77 Chapter Conclusion 79 CONCLUSION .81 REFERENCES .84 Annex - Survey 87 Annex – Exploratory Factor Analysis .90 Annex – Exploratory Factor Analysis .92 Annex – Regression analysis .95 Page iii Vũ Thi Huệ Chi - IeMBA-B03 LIST OF TABLES Table 1.5.3 Determinants of e-service quality 23 Table 1.5.3.1 E-S-QUAL Model .25 Table 1.5.3.2 E-RecS-QUAL Model .25 Table 3.4.2.2 List of factors affecting customer satisfaction 42 Table 3.5.1.2.1 Descriptive statistic of Reliability factor 48 Table 3.5.1.2.2 Descriptive statistic of Responsiveness factor 48 Table 3.5.1.2.3 Descriptive statistic of Flexibility factor .49 Table 3.5.1.2.4 Descriptive statistic of Web functionality factor .49 Table 3.5.1.2.5 Descriptive statistic of Assurance factor 50 Table 3.5.1.2.6 Descriptive statistic of Security factor 50 Table 3.5.1.2.7 Descriptive statistic of Price factor 51 Table 3.5.1.2.8 Descriptive statistic of Personalize factor .51 Table 3.5.1.3 Descriptive statistic of Satisfaction 52 Table 3.5.1.1 Analysis of Cronbach’s Alpha coefficient 53 Table 3.5.1.2 Factor analysis 55 Table 3.5.4.2 Regression analysis 57 Table 3.5 Results of hypothesis testing 58 Table 4.2.1 Solutions to improve Price factor 66 Table 4.2.2 Solutions to improve Assurance factor 69 Table 4.2.3 Solutions to improve Web Functionality factor 72 Summary of solutions to improve Security factor can be found in Table 4.2.4 belowTable 4.2.4 Solutions to improve System security factor 73 Table 4.2.4 Solutions to improve System security factor 74 Table 4.2.5 Summary of other solutions 77 Page iv Vũ Thi Huệ Chi - IeMBA-B03 LIST OF FIGURES Figure Research method Figure 2.2.3 : Company structure Figure 3.1 Research model Figure 3.5.1.1.1 Gender characteristics of TV Shopping customers Figure 3.5.1.1.3 Statistic of TV Shopping customers’ age Figure 3.5.1.1.4 Occupation characteristic of TV Shopping customers Figure 3.5.1.1.4: Which TV Shopping sales channel did customers buy 10 31 38 42 43 44 45 from in the latest purchase Page v Vũ Thi Huệ Chi - IeMBA-B03 ACKNOWLEDGEMENT I hereby declare that: Master Thesis with the topic “FACTORS AFFECTING CUSTOMER AT TV SHOPPING” is my own research and implementation All information and data that I use in this thesis is entirely honest, because I learn, collect and process from the reliable sources Page vi INTRODUCTION In recent years, thanks to economic growth, Vietnamese’s income and living standard have been improved The robust development of technology, telecommunication infrastructure, TV and Internet has provided consumers with a variety of choices for shopping In a not-too-long-ago past, Vietnamese consumers were only familiar with traditional shopping channel, in which they would go directly to stores Nowadays, they can go shopping even if they stay at home and the purchase decision can be completed by just a phone call or a mouse click Similar to any other traditional shopping channel, building excellent customer relationship, of which enhancing customer satisfaction is critical, has always been the key to success for TV shopping and Internet shopping channel Although, these shopping channels have made their presence in Vietnam for a few years now, they are still new to the majority of Vietnamese When it comes to TV shopping and internet shopping, the consumers are reluctant and cautious They not put high trust on these channels Most of the consumers prefer traditional shopping, in which they have a physical contact with the desired products In this context, it is necessary to conduct a research to gain an insight into customer behavior in the field of TV & Internet shopping The first shopping specialized shopping channel – TV Shopping was first introduced in 2008 Since then, TV Shopping has achieved remarkable development TV Shopping has main business fields, advertisement sale and retail sale Within the scope of this thesis, retail sale is the only research focus Currently, TV Shopping is running sales through channels: TV and Internet However, the rapid development of Internet, social network and smart phones, the market for TV & Internet shopping has welcomed a great deal of changes, in terms of both consumer behavior as well as the number of service suppliers That said, TV Shopping is facing severe competition in retail sale Page Therefore, a profound research of customer satisfaction and factors affecting customer satisfaction, from which solutions to improve customer satisfaction for retail sale service of TV Shopping, plays a crucial role in enhancing competition and assuring sustainable development of TV Shopping The thesis topic – “Factors affecting customer satisfaction at TV Shopping” is carried out with that goal in mind NECESSITY AND MEANING OF RESEARCH TOPIC In Vietnam, e-commerce has just made some baby steps According to a research by Ministry of Information and Communication, there is an accumulation of million people who have made e-commerce transactions This number is humble compared the number of 35 million Internet users The research conducted by PwC concludes that the most common business model in Vietnam e-commerce is e-marketplaces, followed by retail websites Nevertheless, there is no company gaining a dominant role like Amazon has done in America market Hence, an ecommerce company with outstanding products and customer services will definitely impress customers and gain a foothold in the market As mentioned in the Foreword above, the booming of social network and smart phones have created new distribution channels TV Shopping’s revenues of television shopping have been impacted by this trend A detailed research of characteristics of the market segment of TV shopping and the segment of online shopping will develop TV Shopping’s understanding of customers and update new market trends Understanding customers and their expectations and being aware of what influences customer satisfaction will definitely improve TV Shopping’s customer service and better its position in this highly potential market Research objectives The thesis aims for the following objectives Page Evaluate customer satisfaction of TV Shopping customers Study customers’ expectations of TV shopping and online shopping Measure important level of factors constituting customer satisfaction Recommend solutions to improve customer satisfaction Research object and Research scope Research object: customer satisfaction when using TV Shopping’s services Research scope: customer satisfaction toward TV Shopping services and factors affecting customer satisfaction upon shopping through TV and internet in the period from 2011 to now Research method Research method is presented in the below figure Figure Research method Page Page 10 CONCLUSION Economic development, technological advances and the popularity of Internet and smart phones has provided Vietnamese consumers with many more shopping choices Besides the traditional shopping channel, consumers can choose to purchase through television, telephone, smart phone and Internet Understanding characteristics, needs, habits and expectations of customers in this market is very important to improve and enhance the level of customers’ satisfaction Thesis "FACTORS AFFECTING CUSTOMER SATISFACTION AT TV SHOPPING" is implemented to answer the above questions in the e-commerce market Through theoretical research on services, service quality and customers’ satisfaction as well as examining academic models to measure customer satisfaction, the author decided to choose E-SQ model by Parasuraman , Zeithaml and Malhotra developed for e-commerce servies Quantitative research was conducted on a sample of 155 by random sampling method Collected data was taken through Cronbach's alpha reliability analysis, factor analysis and regression analysis The study results show that the level of customer satisfaction for TV shopping services is only at a medium level They expect truthful information about the products on TV Shopping channel and on the Internet In addition, TV Shopping products with competitive price and a flexible return / change policy are also expected These are also the factor that the customer did not give high evaluation From research findings about customer satisfaction when conducting empirical research, the author proposed some solutions for TV Shopping to improve customer satisfaction Ultimately, the group of solutions is as follows: personalized customer service, trial application of return/change policy, standardization process to publish information on television and websites to ensure the truthfulness of information, designing & improving Web Features of TV Shopping and final solution is regarding handling of complaints and feedback from customers As theoretical research and empirical study has pointed out, customer satisfaction is influenced by many factors The e-commerce market has changed Page 80 continuously and new trends appear frequently Therefore, factors influencing customer satisfaction and its significance can change over time As such, reevaluation and examination of these factors need to be done frequently to catch up with changes of customers and markets As both theory and research have shown that customer satisfaction is the consequence of many resonator factors E-commerce market is always changing and new trends appear frequently Therefore, the factors that affect to customer satisfaction and the essential of each factor can also change over time Therefore, the understanding, reviewing and editing should be done regularly to keep pace with the changing of customer and market Research limitations With the examination of theory and detailed study of the market and customers, the author believes that the thesis has made a positive contribution to TV Shopping in assessing service quality, customer satisfaction and their expectations for TV Shopping service However, due to time constraints, the thesis still has a certain number of limitations: Samplings method: Due to limited time and difficulty in approaching customers, the author used a random sampling method, therefore customers participating in the research might not fully represent all customers of TV Shopping This limitation can be overcome if the author has more time to conduct research with stratified sampling method Research scope: TV Shopping’s customers are living in many cities in Vietnam, but research is conducted only with customers in Hanoi Therefore, the research results might not fully to reflect the level of satisfaction as well as customer expectations The accuracy of data collection: in quantitative research, although the scale has been standardized, but each person may have different interpretations of the same scale Page 81 Page 82 REFERENCES Vietnamese references Anh Minh Do, 2013, “How the Vietnam e-commerce market will be?”, TechinAsia Accessed on 20/7/2014, http://vn.techinasia.com/thuongmai-viet-nam-ra-sao-vao-nam-2014/ Business reports of TV Shopping from 2012 to 2014 Duong Ngoc, 2012, “Vietnam economy, 67 years, facts and figures”, Vietnam Economy News, Accessed on 25/7/2014, http://vneconomy.vn/thoi-su/kinh-te-viet-nam-67-nam-qua-cac-con-so2012083112062680.htm Hà Minh, 2013, “74% of Vietnam mobile users use Facebook”, ICT News, Accessed on 1/8/2014, http://ictnews.vn/internet/71-4-nguoidung-internet-tai-viet-nam-su-dung-facebook-111922.ict Hong Hanh, 2014, “Vietnam e-commerce market – billion USD – estimated revenue”, Dân trí Accessed on 1/8/2014, http://dantri.com.vn/kinh-doanh/thuong-mai-dien-tu-viet-nam-b2c-nam2015-du-kien-dat-4-ty-usd-883534.htm Nguyen Van Tuan, 2014, “Difficulties when doing e-commerce in Vietnam”, CafeBiz, accessed on 15/6/2014, http://cafebiz.vn/quantri/lam-thuong-mai-dien-tu-o-viet-nam-phai-doi-mat-nhung-kho-khangi-2014040310543638016ca57.chn Nhu Binh, 2012, “Booming of TV shopping”, Tuổi trẻ, Truy cập ngày 22/7/2014, accessed on 1/8/2014, http://tuoitre.vn/Kinh-te/323621/noro-ban-hang-qua-truyen-hinh.html#ad-image-0 “Social and economic situation”, accessed on 15/6/2014, https://gso.gov.vn/default.aspx?tabid=621&ItemID=13843 Anh Minh Do, 2013, “Thương mại điện tử Việt Nam vào năm 2014?”, TechinAsia , accessed on 15/6/2014, http://vn.techinasia.com/thuong-mai-viet-nam-ra-sao-vao-nam-2014/ Page 83 English references 10 Anderson JC, Gerbing DW (1988), “An update paradigm for scale development incorpring unidimensionality and its assessment”, Journal of Marketing Research, Vol.25, p.186-192 11 Dawn Iacobucci and Adam Duhachek (2003), “Advancing Alpha: Measuring Reliability With Confidence”, Journal of consumer psychology, 13(4), 478–487 12 Fitzsimmonds and Fitzsimmonds, Service Management 4th Edition, 2004, McGraw Hill P.21-25 13 Filip, A and Constantinescu, M (2007) Customer Retention and Customer Loyalty in the Financial Services Industry: Definitions, Importance and Benefits, Revista Român de Marketing, Anul 2, Nr 1: 221-237 14 Gremler, D., & Brown, S (1996), “Service loyalty: Its nature, importance and implications In B Edvardsson, S W Brown & R.Johnston (Eds.), Advancing Service Quality: A Global Perspective”, International Service Quality Association (pp 171-180) New York, NY 15 Gronroos, Christian (1982), “Strategic Management and Marketing in the Service Sector” Jelsingfors: Swedish School of Economics and Business Administration 16 Hair, Anderson, Tatham (1998), “Multivariate data analysis“, Prentical – Hall International, Inc 17 Madu, C., & Madu A., Dimensions of e-quality International Journal of Quality and ReliabilityManagement, Vol 19, No 3, (2002) pp 246-258 18 Nunnally, J C., & Bernstein, I H., (1994), Psychometric theory (3rd ed.), New York: McGraw-Hill Page 84 19 Parasuraman, A., Valerie A Zeithaml, V.A and Berry, L.L (1988), “SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality”, Journal of Retailing, Vol.64 No 1, pp.12-40 20 Peterson, R A (1994), “A meta-analysis of Cronbach’s coefficient alpha”, Journal of Consumer Research, 21, 381–391 21 Services, etc., value added (% of GDP), accessed on 1/8/2014, http://data.worldbank.org/indicator/NV.SRV.TETC.ZS Page 85 Annex - Survey Dear valued customers, TV Shopping would like to send our sincere thanks for your business with TV Shopping We always strive to offer customers with the best products at competitive price In an effort to understand more about your expectation for TV Shopping, we conduct a survey to find out about customers’ opinions Please kindly answer and fill in the following questionnaire Thank you for your cooperation! Gender Occupation Male Female the retired Homemaker office worker Entrepreneur Other In your latest purchase with TV Shopping, which channel did you buy from? TV Shopping Channels TV Shopping website Please rank three criteria that you expect most from the TV Shopping in priority subject to the following rule (1) - most expected, (2) quite expected , (3) expected Product information presented on TV Shopping channel and website is correct TV Shopping respond quickly to customers’ complaints TV Shopping provides products with competitive prices TV Shopping’s return/exchange is flexible TV Shopping offers many payment methods TV Shopping has many choices op shipping method TV Shopping has mobile applications Page 86 Please give your ranking about following criteria affecting customer satisfaction below No Criteria Totally agree Quite Agree Agree Quite Disagree Totally disagree TV Shopping website operates stably 2 Provided information on website is correct 3 Products’ information provided on TV Shopping website is correct 5 4 TV Shopping always what it committed to customers TV Shopping always respond quickly to inquiries / complaints from customers TV Shopping is always enthusiastic to support customer when there are problems Hotline and customer support are always available There are a wide variety of products on TV Shopping There are many payment methods 10 TV Shopping has many delivery methods 11 TV Shopping has flexible return policy 12 TV Shopping website is easy to use and user-friendly 5 14 Always manage to find the useful information on TV Shopping website Customers trust in TV Shopping product/services quality 15 Customers believe that the advertising information on the web and TV Shopping channel are true 16 Customers feel secure when making online payments on TV Shopping website 17 Customers feel confident when sharing personal information on TV Shopping website 18 Customers can compare price of selected products with similar products before buying 19 TV Shopping has competitive prices compared with other vendors 13 Page 87 20 TV Shopping always has product recommendations which suits with each customer 21 The ads information displayed on TV Shopping for each customers is what they are interested 5 Are you satisfied with TV Shopping service? Very satisfied Quite satisfied Satisfied Quite dissatisfied Very dissatisfied How does TV Shopping meet your expectations? Excellent Very good Good Fair Poor Will you continue to use TV Shopping service? Definitely Probably not Neither probably nor probably not Probably Definitely not THANK YOU FOR YOUR COOPERATION Page 88 Annex – Exploratory Factor Analysis KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy .677 Approx Chi-Square Bartlett's Test of Sphericity 1836.126 df 210 Sig .000 Communalities Initial Extraction Reliability 1.000 653 Reliability 1.000 688 Reliability 1.000 728 Reliability 1.000 613 Responsiveness 1.000 500 Responsiveness 1.000 724 Responsiveness 1.000 531 Responsiveness 1.000 633 Flexibility1 1.000 574 Flexibility 1.000 501 Flexibility 1.000 939 Web functionality 1.000 569 Web functionality 1.000 756 Assurance 1.000 422 Assurance 1.000 699 Security 1.000 889 Security 1.000 616 Price 1.000 904 Price 1.000 934 Personalize 1.000 515 Personalize 1.000 560 Extraction Method: Principal Component Analysis Total Variance Explained Compon Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared ent Loadings Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Cumulati Variance ve % Page 89 4.133 19.682 19.682 4.133 19.682 19.682 2.871 13.670 13.670 3.192 15.202 34.884 3.192 15.202 34.884 2.464 11.734 25.404 1.631 7.767 42.651 1.631 7.767 42.651 2.241 10.669 36.073 1.509 7.186 49.837 1.509 7.186 49.837 2.068 9.848 45.920 1.308 6.229 56.066 1.308 6.229 56.066 1.894 9.019 54.939 1.140 5.428 61.494 1.140 5.428 61.494 1.225 5.835 60.774 1.035 4.928 66.422 1.035 4.928 66.422 1.186 5.648 66.422 1.026 4.649 71.071 1.026 4.649 67.099 5210 67.099 848 4.037 75.108 10 827 3.937 79.045 11 788 3.753 82.797 12 734 3.497 86.294 13 673 3.205 89.500 14 521 2.482 91.981 15 468 2.226 94.208 16 384 1.829 96.036 17 307 1.464 97.500 18 267 1.272 98.772 19 226 1.075 99.847 20 026 125 99.973 21 006 027 100.000 1105 Extraction Method: Principal Component Analysis Page 90 Annex – Exploratory Factor Analysis KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy .671 Approx Chi-Square Bartlett's Test of Sphericity 1779.139 df 190 Sig .000 Communalities Initial Extraction Reliability 1.000 644 Reliability 1.000 708 Reliability 1.000 714 Reliability 1.000 634 Responsiveness 1.000 532 Responsiveness 1.000 726 Responsiveness 1.000 552 Responsiveness 1.000 634 Flexibility1 1.000 559 Flexibility 1.000 512 Flexibility 1.000 945 Web functionality 1.000 572 Web functionality 1.000 763 Assurance 1.000 703 Security 1.000 899 Security 1.000 613 Price 1.000 908 Price 1.000 940 Personalize 1.000 523 Personalize 1.000 563 Extraction Method: Principal Component Analysis Total Variance Explained Compon Initial Eigenvalues Extraction Sums of Squared ent Rotation Sums of Squared Loadings Loadings Total % of Cumulative Variance % Total % of Cumulativ Variance e% Total % of Cumulative % Variance Page 91 3.768 19.830 19.830 3.768 19.830 19.830 2.818 14.829 14.829 2.948 15.516 35.346 2.948 15.516 35.346 2.275 11.973 26.802 1.564 8.232 43.578 1.564 8.232 43.578 1.921 10.112 36.914 1.243 6.540 50.118 1.243 6.540 50.118 1.815 9.555 46.469 1.176 6.191 56.309 1.176 6.191 56.309 1.598 8.410 54.879 1.102 5.802 62.112 1.102 5.802 62.112 1.374 7.233 62.112 1.053 5.228 67.339 1.053 5.228 67.339 1.298 6.987 66.537 1.037 5.192 72.532 1.037 5.192 72.532 1.153 6.765 69.335 901 4.744 77.275 10 804 4.233 81.509 11 734 3.862 85.371 12 661 3.480 88.851 13 512 2.694 91.545 14 503 2.645 94.191 15 439 2.308 96.499 16 377 1.985 98.484 17 254 1.336 99.820 18 029 151 99.971 19 006 029 100.000 Extraction Method: Principal Component Analysis Component Transformation Matrix Component 070 612 570 319 437 053 156 013 896 168 053 404 128 055 223 027 334 590 208 530 161 417 171 131 064 317 008 336 696 072 220 542 016 257 765 269 450 147 399 228 270 137 146 440 073 801 505 214 165 342 259 416 207 427 519 675 065 254 149 276 302 390 157 768 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization Rotated Component Matrixa Component Price 1 944 Price 923 Page 92 Security 821 Security 955 Web functionality 839 Web functionality 733 Flexibility1 755 Flexibility 719 Flexibility 537 Responsiveness 689 Responsiveness 617 Responsiveness 594 Responsiveness 503 Reliability 522 Reliability 675 Reliability 664 Assurance 612 Personalize 636 Personalize 579 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations Page 93 Annex – Regression analysis Variables Entered/Removeda Model Variables Entered Variables Method Removed Personalize Price Flexibility Reliability Security Enter Responsiveness , Assurance , Web functionalityb a Dependent Variable: Satisfaction b All requested variables entered ANOVAa Model Sum of Squares Regression Mean Square F 72.254 9.032 869 146 006 73.123 154 Residual Total df Sig .000b 1517.266 a Dependent Variable: Satisfaction b Predictors: (Constant), Personalize 1, Price 2, Flexibility 2, Reliability 1, Security 1, Responsiveness 2, Assurance 2, Web functionality Coefficientsa Model Unstandardized Coefficients Standardized t Sig Coefficients B Std Error (Constant) 236 066 Reliability 303 010 Responsiveness 230 Flexibility Beta 3.562 000 303 304 761 010 210 993 322 001 010 101 123 902 Web functionality 021 010 224 2.132 035 Assurance 002 007 225 269 015 Security 032 010 133 3.350 001 1.008 011 884 9.574 000 002 008 002 231 818 Price Personalize a Dependent Variable: Satisfaction Page 94