The valuation of customer satisfaction and service quality in online purchasing in Cambodia

MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HOCHIMINH CITY CHENG BUNKRY THE EVALUATION OF CUSTOMER SATISFACTION AND SERVICE QUALITY IN ONLINE PURCHASING IN CAMBODIA MASTER OF BUSINESS ADMINISTRATION THESIS Ho Chi Minh City – 2011 MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HOCHIMINH CITY CHENG BUNKRY THE EVALUATION OF CUSTOMER SATISFACTION AND SERVICE QUALITY IN ONLINE PURCHASING IN CAMBODIA Major: Business Administration Major Code: 60.34.05 MASTER OF BUSINESS ADMINISTRATION THESIS Supervisor: Dr TRAN HA MINH QUAN Ho Chi Minh City – 2011 Abstract The findings of this research are mostly useful to those (managers, web designers, etc.) who intend to penetrate the Cambodian market with least cost, time and energy The results indicate the most important web quality factors through Cambodian online shoppers’ perspective In these recent years, a significant growth has been noticed in the Internet- based services in the pure Internet businesses as well as the traditional enterprises, which are developing their online services One of the key challenges of online businesses is how they manage service quality, which holds a significant importance to customer satisfaction In addition of success stories, we should be aware of problems; in year 2000 nearly 900 US online firms were shut down, 31% of them were online retailers (Minjoon Jun, 2004) The purpose of this research is to rank the quality factors perceived to be most important in relation to the use of online shops The questionnaire utilized was based on the SERVQUAL instrument that identifies five quality dimensions in service environments I Acknowledgements First of all I would like to express my sincere gratitude to my supervisors, Dr.Tran Ha Minh Quanat University of Economics Ho Chi Minh City, Vietnam, for his intelligent guidance and helpful advice during the whole process, and Mr Dang HuuPhucat University of Economics Ho Chi Minh City, Vietnam, for his very helpful supports on processing data I would like to thank all the participants who contributed to my work, not just for their responses, but also for the good suggestions they made and their kind help Special thanks to my family and friends for their consideration andsupport during all the process Cheng Bunkry II Table of Content CHAPTER 1: INTRODUCTION AND BACKGROUND OF THE STUDY .1 1.1 Background of the study .1 1.1.1 E-commerce 1.1.2 Online Retailing 1.1.3 E-commerce in Cambodia .2 1.2 Problem Discussion .3 1.3 Research Question .5 1.4 Demarcation 1.5 Disposition of the thesis CHAPTER 2: LITERATURE REVIEW 2.1 Customer Satisfaction 2.1.1 Definition of Customer Satisfaction .6 2.1.2 Techniques to measure customer satisfaction .7 2.2 E-service quality 2.2.1 Conceptualization of e-Services .8 2.2.2 E-service quality .8 2.3 SERVQUAL Gaps Model 10 2.4 Measuring e-Service Quality .11 2.5 Dimensions and determinants of Service Quality .11 CHAPTER 3: RESEARCH METHODOLOGY 14 3.1 Research Purpose 14 3.2 Research Approach .15 3.3 Research Strategy 15 3.4 Research Process .16 3.5 Research Model & Hypotheses 17 3.6 SERVQUAL dimensions in relation to online Purchasing .19 III CHAPTER 4: RESEARCH RESULT 23 4.1 Sample and Response rate 23 4.2 Service quality measurement 24 4.2.1 Cronbach’s Apha Analysis .25 4.2.1.1 Measuring service quality 25 4.2.1.2 Measuring Customer Satisfaction 27 4.2.2 EFA Factor Analysis 28 4.2.2.1 Measuring service quality 28 4.2.2.2 Measuring Customer Satisfaction 32 4.3Examination research model 32 CHAPTER 5: DISCUSSION AND CONCLUSION 38 5.1 Introduction 38 5.2 Implications for Theory .39 5.3 Implications for Further Research .40 REFERRENCES .41 APPENDIX I: QUESTIONAIRE .43 APPENDIX II: TABLES 45 IV List of Tables Table 2.1: Definition of customer satisfaction Table 3.1: Time of research process 16 Table 4.1: Number of respondents by gender 23 Table 4.2: Number of respondents by age 24 Table 4.3: Cronbach’s apha of scale factor: assurance .25 Table 4.4: Cronbach’s apha of scale factor: reliability .25 Table 4.5: Cronbach’s apha of scale factor: responsiveness 26 Table 4.6: Cronbach’s apha of scale factor: empathy .26 Table 4.7: Cronbach’s apha of scale factor: tangible 27 Table 4.8: Cronbach’s apha of scale factor: satisfaction 28 Table 4.9: EFA analysis result of factors affecting customer satisfaction 29 Table 4.10: KMO and bartlett’s test 30 Table 4.11: EFA analysis of the satisfaction scale 32 Table 4.12: Regression model summary 33 Table 4.13: ANOVA (b) 33 Table 4.14: Coefficients(a) 33 Table 4.15: Hypothesis and research results 36 List of Figures Figure 2.1: Service quality model , source: parasuraman et al (1985, p 44) 10 Figure 3.1: Research process flowchart 17 Figure 3.2: Service Quality and Customer Satisfaction based on servqual 18 Figure 4.1: Hypothesis and research results 36 V Page CHAPTER INTRODUCTION AND BACKGROUND OF THE STUDY Introduction The first chapter in this thesis introduces the background of the selected area This will be followed by a problem area discussion that will help reader to understand the insight of the research area The problem discussions end with a research problem and specific research question In the end of the first chapter we will also present the disposition of the thesis 1.1 Background of the study This section will provide the background of the research area This section contains some idea of e-commerce and online retailing as one of the important factor in e-commerce Also, a brief introduction of e-commerce situation in Cambodia is brought here This section also shows the importance of service quality and its relationship with customer satisfaction 1.1.1 E-commerce E-commerce has many definitions In business today electronic commerce is one of the common topics of discussion (Daniel, Wilson & Myers 2002) Is not very far from what TawfikJelassi& Albrecht Enders in 2005 believed is “Electronic commerce deals with the facilitation of transactions and selling of products and services online, i.e via the Internet or any other telecommunications network".This was an academic definition for e-commerce, what practitioners believe is: "Ecommerce is often referred to as e-business In order to perform one or more of the business functions Internet based e-commerce systems use World Wide Web based application solutions These business functions include information provision, communication, buying, selling, Page distribution, customer service, delivery and payment processing among producers, suppliers and their customers etc Using e-commerce systems organizations can market their products and services online and provide a range of services that customers themselves can perform without direct human assistance Its allows customers to conduct a wide range of activities such as changing address, securing a credit card or loan, learning from other customers, personalizing a service agreement and purchases without human assistance (Molla and Licker 2001) Electronic commerce is a new way of conducting, managing and executing business transactions using computer (Kalakota and Whinston 1996) 1.1.2 Online Retailing The rapid growth of the electronics retailers worldwide as we have known today Although B2B plays a larger role in part of electronic commerce rather than B2C, both of them go pass the bricks and mortar Even if online visitors, most of them just try to search more informationinstead of buying These sites are e-CRM (customer relationship management) necessary tools for retailers to survive in a competitive market, value added services are necessary to keep the difference with their competitor After the emergence of many e-commerce companies start up the website to the pioneers in this field, but in the mid-2000 many bubbles burst The story of the surviving company will lead us to a better understanding of the strengths and powers.Customers are the lifeblood of an organization, so their satisfaction is the primary goal of the company 1.1.3 E-commerce in Cambodia In Cambodia the Internet is mainly used in the universities for research purposes, the internet stations throughout the cities are used for limited activities such as checkinge-mail and making long distance phone calls Thus the entryof electronic commerce in Cambodia is in its early stages Clearly, E-commerce is something new for this country, but it’s expected to grow steadily in the near future Page As the follower of this area, we should use the opportunities and avoid the risks By analyzing the success stories and looking for the key elements of their success, and also studying the trend of online retailers which have gone away, we will be in a better position to establish policies and strategies of us Many studies have been done in the field of online retailers worldwide, while many retailers start their website, it is time to guide them appropriately Academician who takes the localization of foreign results to help companyachieving the world standards in Cambodia Here is some of the Cambodian online retailers which is starting their first step: www.bongthom.com, www.sombok.com.kh, etc 1.2 Problem Discussion Though the internet channel is increasingly being used by many online stores, but many online retailers are closed In the needs of a competitive market place understanding customer’s needs become very important So the company has moved from a central product to a central location of the customer Customer retention is directly affected by customer satisfaction Retention is an essential challenge, particularly in Internet-based services, as customers can easily switch from one service provider to another at low cost (Khalifa and Liu, 2003) Is not very far from Van Riel, Lijander&Jurriensin 2001which believe that “Considering the high costs of acquiring new customers and the apparently high customer turnover of many online services, it is very important to study the determinants of customer satisfaction” Customer satisfaction is the key factor determining how successful the organization will be in customer relationships, so it is very important to measure it Total quality management (TQM) is based on the idea of customer satisfaction - an approach to management of an organization focused on quality, based on the participation of all members and towards its long-term success through customer satisfaction and benefits to all members of the organization and to society (ISO Page 36 Table 16Table 4.15: Hypothesis and research results Table 4.15: Hypothesis and research results Hypothesis Research results H1 IncreasedAssurancewill increasesatisfaction Accepted H2 IncreasedReliabilitywill increasesatisfaction Accepted H3 IncreasedResponsivenesswill increasesatisfaction Accepted H4 IncreasedEmpathywill increasesatisfaction Accepted H5 IncreasedTangiblewill increasesatisfaction Un-accepted Through the above table, we see that the Hypotheses H1, H2, H3, and H4 are accepted, because the increase of these factors will increase the Customer In other words, when the customer's perceived quality about service quality, this is added to their satisfaction also increases with In summary, from the above analysis we can conclude that the appropriate theoretical model for research data and the research hypothesis is accepted as H1, H2, H3, and H4 The theoretical model is illustrated by Figure 4.1 Figure 4.1: Hypothesis and research results Figure 4Figure 4.1: Hypothesis and research results Assurance 263 265 Customer Reliability Satisfaction 229 Responsiveness Empathy 168 Page 37 The factors in the model include: Reliability are the important factor influencing the overall Customer satisfaction The order of importance of each factor depends on the absolute value of the regression coefficients are standardized What elements have absolute value becomes larger, affecting as much satisfaction Therefore, in this model we see the customer satisfaction affects most from the response factors: Assurance (ASS) = 0.263; Reliability (REL) = 0.265; Responsiveness (RES) = 0.229; Empathy (EMP) = 0.168 Overall this analysis result shows what are the most powerful factor to the customer satisfaction Since then, marketer, company providing online services, especially the advertising company should have an idea to concern these affected factors This is the basis for building a number of measures to improve the efficiency of the selection of ideas, design and construction of more online services and quality to satisfy the increasing demand Page 38 CHAPTER DISCUSSION AND CONCLUSION 5.1 Introduction Customers have access to almost unlimited information about what they want to buy with variety of products available for them by the emergence of Internet and Web technology Hence, it is not easy for break-and-mortar or online retailers to gain and sustain competitive advantages based only on a cost strategy in retailing market Rather, defining customers’ needs and preferences, and their related quality dimensions have increasingly become a key driving force in enhancing customers’ satisfaction and attract more customers Identification and ranking of customers’ expectations of the online retailer services provide a frame of reference for ranking customers’ preferences of service quality This study ranks28 factors of service quality based on Cambodian’s perspective Obviously, in order to maintain a high level of overall service quality, online retailers should pay attention to all these dimensions brought in this study include: Assurance, Reliability, Responsiveness, Empathy and Tangible, given by responders However, to strengthen competitiveness in the extremely competitive market, given limited organizational resources, it is recommended that online retailers should focus on the main five key dimensions, Assurance; Reliability; Responsiveness; Empathy; and tangibles (in which Tangible factor seem to be not very important) in order to achieve high level of service quality and customer satisfaction simultaneously More specifically, the following implications are recommended to onlineretailers: First and foremost, speed of access to the web site may be the critical determinant of the success of the online retailers Since the access to the Internet is not so fast in Cambodia, online visitors prefer to connect to those websites which could be opened easier and faster Therefore, to satisfy the customers, online Page 39 retailers should build websites without huge flashes, graphics, and images which may increase the size of page and take more seconds to appear Besides, the structure of the website plays a big role here, as the number of clicks for achieving the desired information depends on the design of the website Hence, it is important for managers to consider the different ways of reaching specific information on the website Second, 24 hours user accessibility factor indicate that websites are expected to be available all the time and all the days of the week Managers should insist on reputation of website and try to avoid the non-responding situations If anything happened that made the website down for a while; relevant information about the problem and the time it would be backed should be provided Third, assurance dimension implies that customers should be aware of privacy limits and security policies Managers should allocate specific space for introducing protection and privacy policies that are accessible for customers and give a thorough understanding about the way website is kept secure 5.2 Implications for Theory The main purpose of the study is to findwhich the online service quality dimensions impact on Cambodian customers’ perspective in online retailing sector and aim to rank what are the order of Service Quality dimensions that impact on Cambodiancustomers’ perspective in online retailing sector Theoretically, this study extends the knowledge body of service quality and customer satisfaction by enriching the Cambodian’s preferences in online retailing sector, and based on existing theories, this study tested five key service quality dimensions in online retailing context More specifically, concerning research question one the majority of the findings for this study supported the existing literature The new findings were discovered from quantitative empirical data.It also increased and enhanced understanding about relative importance service quality dimensions Page 40 5.3 Implications for Further Research With the development of e-commerce and web technology, some areas which are not covered in this study are interesting and need to be explored In addition, the limitation and shortcoming of this study also provide implications for future research Future research could add extensions to this study This research needs further analysis While this research yields a number ofvery interesting results, we believe that there are a number of things that should be done to confirm our results as well as to expand our hypotheses Firstly, with the number of Internet users now over 45 thousand, a small group of online users in Phnom Penh, Cambodia is not enough Hence, research with larger samples that pose the same or similar questions would be appropriate Secondly, various languages, religions, cultures and a host of other factors may be important to user's impression of the quality of a web site At the end, in this competitive market, service quality is one of the key elements which bring value added for companies Online retailers are focusing on making their websites more appealing in order to increase their stickiness Practitioners need to understand the factors that make people to visit a website; spend some time and make them purchase online Researchers all around the world are talking about "loyal customers": they spread the good word-of-mouth, not to shift to competitor easily, spend more money and are cheaper to attract Practitioners should be aware of all factors which are affecting the behavior of their customers Respecting this critical issue for e-business, we believe more studies are needed to fulfill our e-world with superior facilities and make life easier and better Page 41 REFERRENCES Berry and Parasurama (1991) Refinement andreassessment of the SERVQUAL scale Journal of Retailing, 67(4), 420–450 Churchill and Surprenant(1992) “An Investigation into the Determinant of CustomerSatisfaction”, Journal of Marketing Research, Vol.19, pp.491504.Research Strategy in Studies of Information Systems”, MIS Quarterly, 1989, pp.3350 Cooper and Schindler 2003,Business Research Methods; Eighth edition; ISBN: 007-249870-6 ; McGraw-Hill higher Education; Cox J and Dale, 2001, ‘Service quality and e-commerce: an exploratoryanalysis; Managing Service Quality; Vol.11 No pp 121±131 Daniel, Walson and Myers, (2002) “Adoption of E-Commerce by SMEs in the UK” International Small Business Journal, Vol 20(3):253–270 Ingrid FecÏikovaÂ; 2004, An index method for measurement of customersatisfaction; 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Personnel Review Vol 32 No 3, pp 360-375 TawfikJelassi& Albrecht Enders, 2005; Strategies for e-businesse-strategy; Edinburgh Gate Van Riel, Lijander&Jurriens in 2001 “” Exploring consumer evaluations of eservices: a portal site”, International Journal of Service Industry Management, vol 12, No.4, pp 359-377 Yi (1990), “ A critical review of consumer satisfaction”, Review of Marketing 1990, American Marketing Association, Chicago, IL Page 43 APPENDIX I: QUESTIONAIRE SURVEY QUESTIONNAIRES This research is conducted as partial fulfillment towards the completion of requirement for the Master of Business Administration degree at University of Economics Ho Chi Minh City The main objective of this research is to evaluate on Customer Satisfaction and Service Quality in Online Purchasing in Cambodia To achieve this objective, I wish to seek your support and cooperation in participating in this survey by completing the questionnaires Thank you for your kind cooperation and valuable assistance in participating in this survey Part I: Personal Information Please indicatein which of these age groups you are? … 18 – 25 … 26 – 35 Please indicate your gender? … 36 - 45 …> 45 … Male … Female Part II: Measuring Customer Satisfaction and Service Quality in online purchasing For each statement, please circle the number provided that best describes your opinion (1 = Very disagree, = Neutral, = Very agree) STATEMENTS AGREEMENT LEVEL Assurance An email address for queries and complaints is provided Full product or service characteristics are available Full details of product or service pricing are available The user can make a purchase without web site registration Different payment options are stated clearly 7 A complete overview of the order is presented before final purchase decision All relevant order confirmation details are sent by e-mail within 24 hours Page 44 Reliability The security policy is accessible The web site contains company details 10 External validation of trust worthiness is important 11 Brand image is important 12 Access is fast 13 Opening of new screens is kept to a minimum 14 It is easy to print from the web 15 Information is found with a minimum of clicks 16 The home page features options for new and registered users 17 A customer platform is provided for exchange of ideas 18 Links are provided to pages on related products and services 19 Searches on related sites are provided 20 Scrolling through pages and text is kept to a minimum 21 Web site animations are meaningful 22 Access to anticipated delivery times is available at all times 23 Colours, pictures and images are consistent, relevant and clear 24 Terms and conditions of sales are accessible 25 You satisfy with the current speed connection 26 You satisfy with your current PC 27 You desire to have the well-function and good-looking web 28 You desire to print or download information directly from web Responsiveness Empathy Tangibles Satisfaction Page 45 APPENDIX II: TABLES Table 4.1: Number of respondents by gender Frequency Percent Valid Percent Cumulative Percent Valid Male 127 51.2 51.2 51.2 Female 121 48.8 48.8 100.0 Total 248 100.0 100.0 Table 4.2: Number of respondents by age Frequency Percent Valid Percent Cumulative Percent Valid 18-25 46 18.5 18.5 18.5 26-35 122 49.2 49.2 67.7 36-45 59 23.8 23.8 91.5 Over 45 21 8.5 8.5 100.0 248 100.0 100.0 Total Table 4.3: Cronbach’sApha of scale factor: Assurance Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item- Cronbach's Alpha Total Correlation if Item Deleted ASS1 30.5362 24.930 589 876 ASS2 30.5072 26.455 703 858 ASS3 30.8792 26.563 659 862 ASS4 30.7246 25.890 674 860 ASS5 30.2077 25.631 740 852 ASS6 30.6184 25.150 696 857 ASS7 Apha = 879 30.4686 26.940 623 867 Page 46 Table 4.4: Cronbach’sApha of scale factor: Reliability Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item- Cronbach's Alpha Total Correlation if Item Deleted REL1 17.1691 6.918 678 781 REL2 17.2077 7.068 681 782 REL3 17.4686 6.037 618 821 REL4 Apha = 832 17.2850 6.768 701 771 Table 4.5: Cronbach’sApha of scale factor: Responsiveness Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item- Cronbach's Alpha Total Correlation if Item Deleted RES1 15.1932 10.225 621 804 RES2 15.0628 11.273 680 779 RES3 15.2512 10.131 685 771 RES4 Apha = 829 15.1159 10.715 654 786 Table 4.6: Cronbach’sApha of scale factor: Empathy Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item- Cronbach's Alpha Total Correlation if Item Deleted EMP1 14.1498 9.487 696 726 EMP2 13.6812 12.432 539 802 EMP3 14.4831 8.969 678 740 EMP4 Apha = 809 14.0048 11.121 627 762 Page 47 Table 4.7: Cronbach’sApha of scale factor: Tangible Scale Mean if Item Deleted Scale Variance if Corrected Item- Cronbach's Alpha Item Deleted Total Correlation if Item Deleted TAN1 21.4734 11.998 669 857 TAN2 21.4879 11.552 677 855 TAN3 21.2367 10.541 754 837 TAN4 21.2222 12.688 634 865 TAN5 Apha = 875 21.3043 10.873 800 824 Table 4.8: Cronbach’sApha of scale factor: Satisfaction Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item- Cronbach's Alpha Total Correlation if Item Deleted SATIS1 15.9517 9.085 649 842 SATIS2 15.7150 8.117 790 786 SATIS3 16.0773 8.081 731 808 SATIS4 Apha = 859 16.1691 7.675 668 842 Table 4.10: KMO and Bartlett’s Test KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of Sphericity df Sig .784 400.232 000 Page 48 Table 4.9: EFA analysis Result of factors affecting Customer Satisfaction Component ASS1 750 ASS3 731 ASS2 695 ASS4 692 ASS5 628 ASS6 622 ASS7 601 TAN5 831 TAN3 788 TAN4 703 TAN1 639 TAN2 635 REL1 808 REL2 784 REL4 667 REL3 578 RES2 797 RES4 768 RES3 724 RES1 702 EMP3 824 EMP1 819 EMP4 693 EMP2 515 Eigevenvalues Variance Cronbach Alpha 9.732 2.118 1.725 1.439 1.168 40.549 8.825 7.189 5.996 4.869 879 832 829 809 875 Extraction Method: Principal Component Analysis Page 49 Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations Table 4.11: EFA analysis of the satisfaction scale Component Matrix (a) Component SATIS2 890 SATIS3 860 SATIS4 813 SATIS1 803 Extraction Method: Principal Component Analysis a components extracted KMO and Bartlett’s Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of Sphericity 784 400.232 df Sig .000 Table 4.12: Regression model summary Model R 803(a) R Square 645 Adjusted R Square 636 Std Error of the Estimate 56378 a Predictors: (Constant), M_TAN, M_EMP, M_RES, M_REL, M_ASS Page 50 Table 4.13: ANOVA (b) Sum of Squares Model Regression Residual Total df Mean Square 116.227 63.887 201 180.114 206 F Sig 23.245 73.134 000(a) 318 a Predictors: (Constant), M_TAN, M_EMP, M_RES, M_REL, M_ASS b Dependent Variable: M_SATIS Table 17Table 4.14: Coefficients(a) Table 4.14: Coefficients(a) Unstandardized Coefficients Model B (Constant) Std Error -.167 303 M_ASS 293 066 M_REL 295 M_RES Standardized Coefficients t Sig Beta -.552 582 263 4.430 000 066 265 4.499 000 203 047 229 4.325 000 M_EMP 150 046 168 3.246 001 M_TAN 106 065 095 1.630 105 a Dependent Variable: M_SATIS