Factors affecting satisfaction when participating in zalo pay gamification of Banking university in Ho Chi Minh city, 2021

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MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM

BANKING UNIVERSITY OF HO CHI MINH CITY

NGUYEN HUU TAM

FACTORS AFFECTING SATISFACTION WHEN

PARTICIPATING IN ZALO PAY

GAMIFICATION OF BANKING UNIVERSITY

STUDENTS IN HO CHI MINH CITY

GRADUATE THESIS OUTLINE

MAJOR: BUSINESS ADMINISTRATION

CODE: 7340101

HO CHI MINH CITY, 2021

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MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM

BANKING UNIVERSITY OF HO CHI MINH CITY

NGUYEN HUU TAM

FACTORS AFFECTING SATISFACTION WHEN

PARTICIPATING IN ZALO PAY

GAMIFICATION OF BANKING UNIVERSITY

STUDENTS IN HO CHI MINH CITY

GRADUATE THESIS OUTLINE

MAJOR: BUSINESS ADMINISTRATION

CODE: 7340101

SUPERVISOR

Dr. DANG TRUONG THANH NHAN

HO CHI MINH CITY, 2021

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SUPERVISOR’S COMMENT

...........................................................................................................................................................

Supervisor

DANG TRUONG THANH

NHAN, Ph.D

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DECLARATION

I hereby declare that this is my own research work, the research results presented in the

thesis are honest and objective. The sources of information cited in this thesis are

clearly indicated.

I am responsible for my thesis

Signature

Nguyễn Hữu Tâm

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ACKNOWLEDGE

I would like to express my gratitude to my family and friends, who have supported and

encouraged me throughout my thesis research and implementation.

To my supervisor, Dr. Dang Truong Thanh Nhan, I would like to express my sincere

appreciation and gratitude. Her encouragement and feedback substantially enriched and

enhanced my work. Without her inspiration and guidance, it would have been

impossible to complete the thesis successfully. Again, I would like to express my

gratitude to Miss Nhan.

Lastly, I would like to thank all my friends who encouraged and assisted me whenever

I encountered difficulties while working on this thesis.

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TABLE OF CONTENT

CHAPTER 1: INTRODUCTION.................................................................................1

1.1. Research background.....................................................................................................................1

1.2. Research objectives........................................................................................................................3

1.3. Research questions........................................................................................................................3

1.4. Research subject and scope...........................................................................................................4

1.4.1. Research subject .....................................................................................................................4

1.4.2. Research respondents.............................................................................................................4

1.4.3. Research scope........................................................................................................................4

1.5. Research method ...........................................................................................................................4

1.6. Research structure .........................................................................................................................4

CONCLUSION.........................................................................................................................................5

CHAPTER 2: LITERATURE REVIEW.....................................................................6

2.1. The concept of satisfaction of customer........................................................................................6

2.2. Theories background......................................................................................................................6

2.2.1 The expectation confirmation theory ......................................................................................6

2.2.2. Diffusion of innovations theory ..............................................................................................7

2.3. ACSI model .....................................................................................................................................8

2.4 ECSI model.......................................................................................................................................8

2.5. The acencendens and mediator model..........................................................................................9

2.6 The previous research.....................................................................................................................9

2.7 Proposed model........................................................................................................................... 14

2.8 Hypotheses................................................................................................................................... 15

CONCLUSION...................................................................................................................................... 20

CHAPTER 3: RESEARCH METHOLODOGY ......................................................21

3.1 Research Process.......................................................................................................................... 21

3.2 Research Method......................................................................................................................... 22

3.2.1 Qualitative Research ............................................................................................................. 23

3.2.1 Quatitative Research............................................................................................................. 24

3.3 Adjust the scale............................................................................................................................ 25

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3.3 Data processing methods............................................................................................................. 32

3.3.1 Cronbach’s Alpha Analysis .................................................................................................... 32

3.3.2 EFA Analysis........................................................................................................................... 33

3.3.3 Regression Analysis............................................................................................................... 34

CONCLUSION...................................................................................................................................... 35

CHAPTER 4: DATA ANALYSIS ..............................................................................37

4.1 Sample descriptions..................................................................................................................... 37

4.2 Cronbach’s alpha analysis............................................................................................................ 39

4.2.1 Evaluate independent variable scale .................................................................................... 39

4.2.2 Evaluate dependent variable scale ....................................................................................... 42

4.3. Exploratory factor analysis (EFA) ................................................................................................ 43

4.3.1. EFA analysis for Independent Variable Scale ....................................................................... 43

4.3.2. EFA analysis for Dependent Variable Scale.......................................................................... 46

4.4 Correlation analysis...................................................................................................................... 48

4.5 Regression analysis ...................................................................................................................... 48

4.6 Test the difference of independent variables and controlled variables based on Robust check 53

4.6.1 The differences in gender ..................................................................................................... 53

4.6.2 The differnces in frequency .................................................................................................. 53

4.6.3 The differnces in purpose ..................................................................................................... 54

4.7 The result of data analysis ........................................................................................................... 55

CONCLUSION...................................................................................................................................... 55

CHAPTER 5: CONCLUSION AND IMPLICATIONS...........................................57

5.1 Conclusion.................................................................................................................................... 57

5.2 Implications.................................................................................................................................. 58

5.3 Limitations and future research................................................................................................... 61

REFERENCES.............................................................................................................63

APPENDIX 1: FOCUS GROUP DISCUSSION (English Version) ........................68

APPENDIX 2: FOCUS GROUP DISCUSSION (Vietnamese Version) .................69

APPENDIX 3: QUESTIONNAIRE SURVEY (English Version) ...........................70

APPENDIX 4: QUESTIONNAIRE SURVEY (Vietnamese Version) ....................76

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APPENDIX 5: DATA ANALYSIS RESULT............................................................82

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LIST OF ACRONNYMS

Acronnyms Meaning

ANOVA Analysis of Variance

CR Cashbacks & Rewards

KMO Kaiser-Mayer-Olkin

EFA Exploratory Factor Analysis

EOU Ease of Use

PC Perceived Convenience

R Reliable

SIG. Significance level

SL Satisfaction level

SPSS Statistical Package for the Social Sciences

STE Save Time & Effort

SS Security system

VIF Variance inflation factor

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LIST OF FIGURES

NUMBER NAME PAGE

Figure 2.1 ACSI model 22

Figure 2.2 ECSI model 22

Figure 2.3 The actecendens and mediator model 23

Figure 2.4 Proposed research model 29

Figure 3.1 Process research 35