Trust and commitment in online shopping in vietnam, antecedents and consequences

VIETNAM NATIONAL UNIVERSITY, HANOI SCHOOL OF BUSINESS NGUYEN THANH TRUNG HIEU TRUST AND COMMITMENT IN ONLINE SHOPPING IN VIET NAM, ANTECEDENTS AND CONSEQUENCES Major: Business Administration Code: 60 34 05 MASTER OF BUSINESS ADMINISTRATION THESIS Supervisors: Dr Tran Doan Kim Hanoi – 2011 TABLE OF CONTENTS ACKNOWLEGEMENT i ABSTRACT ii TÓM TẮT iv TABLE OF CONTENTS vi LIST OF TABLES viii LIST OF FIGURES ix CHAPTER INTRODUCTION 1.1 BACKGROUND 1.2 PURPOSES AND RESEARCH QUESTIONS 1.3 METHODOLOGY 1.4 DEFINITIONS CHAPTER 2: LITERATURE REVIEW 2.1 CUSTOMER RELATIONSHIP MANAGEMENT 2.1.1 Trust 2.1.2 Commitment 11 2.1.3 Loyalty 16 2.1.4 Retention 17 2.1.5 The relationship among commitment, trust, loyalty and retention 17 2.2 METHOD OF STATISCAL ANALYSIS 24 2.2.1 Correlation analysis 24 2.2.2 Multiple Regression 24 CHAPTER 3: METHODOLOGY 30 3.1 RESEARCH STRATEGY 30 3.2 DATA COLLECTION METHOD 32 vi 3.2.1 Sample size 32 3.2.2 Questionnaire design 33 3.2.3 Data collection 36 3.3 DATA ANALYSIS 37 3.3.1 Measurement of variables 37 3.3.2 Independent variables 37 3.3.3 Dependent Variables 38 3.3.4 Methods of data analysis 39 CHAPTER 4: FINDINGS AND CONCLUSION 40 4.1 DESCRIPTIVE STATISTICS 40 4.2 CORRELATIONS 41 4.3 HYPOTHESIS TESTING 42 4.3.1 The determinants of Trust 43 4.3.2 The determinants of Commitment 45 4.3.3 The determinants of Customer Loyalty 48 4.3.4 The determinants of Customer Retention 54 CHAPTER 5: CONCLUSION AND RECOMMENDATIONS 62 5.1 DISCUSSION 62 5.2 IMPLICATIONS 65 5.3 RECOMMEDATIONS 67 5.3.1 Further research 67 5.3.2 For e-commerce in Vietnam 68 REFERENCES 89 vii LIST OF TABLES Table 3.1: Independent Variables 38 Table 3.2: Dependent Variables 38 Table 4.1 Descriptive Statistics of Scales 41 Table 4.2 Correlation Matrix 42 Table 4.3 The Determinants of Trust 43 Table 4.4 Regression Diagnostics – Trust 45 Table 4.5 The Determinants of Commitment 46 Table 4.6 Regression Diagnostics – Commitment 48 Table 4.7 The Direct Determinants of Customer Loyalty 49 Table 4.8 Regression Diagnostics – Customer Loyalty 50 Table 4.9 The Determinants of Customer Loyalty 52 Table 4.10 Regression Diagnostics –Customer Loyalty 53 Table 4.11 The Direct Determinants of Customer Retention 55 Table 4.12 Regression Diagnostics - Customer Retention .56 Table 4.13 The Determinants of Customer Retention 58 Table 4.14 Regression Diagnostics –Customer Retention .60 viii LIST OF FIGURES Figure 2.1 Model of determinants of customer loyalty and retention for online shopping (research framework) 23 ix CHAPTER INTRODUCTION 1.1 BACKGROUND The Internet‟s success over a few decades has changed many things in today‟s social life People now can communicate virtually and can buy virtually anything without going to the stores or supermarket E-commerce in general and shopping online in particular has helped companies gain a new effective distribution channels beyond traditional ones and has also helped customers save their time As a result, shopping online has developed exponentially with the evidence of rapidly increasing the revenues from ebusiness and the number of trading transactions through Internet In Vietnam, e-commerce is one of those areas receiving support from the government In the Ministry of Industry and Trading, there is an E-commerce Development Centre which observes, analyze the development of ecommerce and finds various solutions to further develop e-commerce in Vietnam They post annual reports on the Vietnam e-commerce situation The number of enterprises applying for e-business in Vietnam increased gradually from 8% to 12% in the period of 2006 – 2009 according to the reports of E-commerce Development Centre in 2009 In other words, many products will be supplied through Internet and customers in Vietnam can buy goods by searching without going to supermarket or stores like at the present However, traditional buying habits have with many characteristics such as the close relationship between buyers and sellers where buyers can communicate and ask sellers about products or sellers can introduce new products through the many convenience stores in Vietnam These may create barriers to the development of online business in Vietnam Other barriers preventing shopping online in Vietnam such as electronic payment systems, supplied by banks and network systems companies also are mentioned in the media 1.2 PURPOSES AND RESEARCH QUESTIONS E-commerce in Vietnam has government and commercial enterprise attention but the number of customers shopping online is still limited People are not yet ready to trade online Moreover, with the limited number of current customers, what should companies to keep them and develop close relationships with them? How can companies ensure customer product repurchase or recommend others people to use them? Most research in Vietnam focuses on the development of e-commerce from the point of view of the companies applying, but rarely studies how to attract and keep customers shopping online Therefore, the objective of this research is to explore the relationship between trust, commitment, loyalty and retention, the four main areas identified in various previous studies on customer relationship marketing Based on such relationship patterns, the research will discuss which factors influence customer loyalty and customer retention and recommend how to encourage and keep customers shopping online in Vietnam From the objectives of the research, two research questions emerged and can be stated as following What are the antecedents of trust and commitment? How trust and commitment influence customer loyalty and customer retention in online shopping in Vietnam? 1.3 METHODOLOGY The objective of research is to test the hypothesis to find out the relationship between variables in online shopping in Vietnam lending to a deductive research approach and the research purpose is explanatory The research will start with a literature review which reviews the theories related to the topic researched to investigate often studied areas in customer relationship in marketing areas and to develop hypotheses for this research According to the recommendations of the research method, a survey strategy with questionnaire is chosen to find the answers to the research questions A questionnaire is then built for data collection with 28 questions adapted from previous research (the questionaire included many questions from other many previous research- not from only one paper) to measure both independent and dependent variables A pilot test is used to make sure the participants and researchers understand the meaning of questions The data collected are analyzed by the SPSS program Firstly, it will be checked whether distribution normally or not and then statistics calculate by running correlations and multiple regressions to determine if the hypotheses stated in this research are supported or rejected which are reflected the relationships among four main areas are the same or different with current studies 1.4 DEFINITIONS The research is going to tests the relationship between customer trust, customer commitment, customer loyalty and customer retention, stated key components in theories of customer relationship management and these relationships will be tested in one particular business sector, namely; ecommerce and online shopping in particular Several concepts need to be defined for the research  Payne and Frow (2005) defined Customer relationship management (CRM) as “a strategic approach that is concerned with creating improved shareholder value through development of appropriate relationships with key customers and customer segments CRM unites the potential of relationship marketing strategies and IT to create profitable, long term relationships with customers and other key stakeholders CRM provides enhanced opportunities to use data and information to both understand customers and co-create value with them This requires a cross-functional integration of processes, people, operations and marketing capabilities that is enabled through information, technology and applications”  of Turban and King (2003) defined E-commerce (EC) as “the process buying, selling, or exchanging products, services, and information via computer networks, including the Internet”  Mosuwe et.al (2004) defined ”Shopping online means customer intentions to shop on the Internet It refers to the way people buy products through Internet from companies having e-business It belongs to the type of business to customers (B2C) within the larger concept of e-commerce”  Morgan and Hunt (1994) defined Trust as “the perception of confidence in the exchange partner‟s reliability and integrity”  Morgan and Hunt (1994) defined “Commitment as an enduring desire to maintain a valued relationship It is the commitment in the mind of the customer towards the company and the maintainance of the relationship between them”  Oliver (1999) defined “Customer loyalty as a deeply held commitment to re-buy or re-patronize a preferred product/service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing, despite situational influences and marketing efforts having the potential to cause switching behavior”  Gerpott (2001) defined Customer retention as “maintaining the business relationship established between a supplier and a customer” 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 77 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 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How trust and commitment influence customer loyalty and customer retention in online shopping in Vietnam?... regarding the last time people went shopping (question to question 14 testing the 33 determinants of trust and commitment) , and to shopping online in general (with question 15 to question 28 testing