How social media usage related to customer relationship from E-Commerce model perspective in Ho Chi Minh city, Vietnam, 2018

MINISTRY OF EDUCATION AND TRAINING STATE BANK OF VIETNAM

BANKING UNIVERSITY OF HO CHI MINH CITY

-------------------  -------------------

NGUYỄN NGỌC LOAN

HOW SOCIAL MEDIA USAGE RELATED TO

CUSTOMER RELATIONSHIP FROM E-COMMERCE

MODEL PERSPECTIVE IN HO CHI MINH CITY,

VIETNAM

BACHELOR’S THESIS

SPECIALIZED IN BUSINESS MANAGEMENT

CODE: 7340101

HO CHI MINH CITY, 2018

MINISTRY OF EDUCATION AND TRAINING STATE BANK OF VIETNAM

BANKING UNIVERSITY OF HO CHI MINH CITY

-------------------  -------------------

NGUYỄN NGỌC LOAN

HOW SOCIAL MEDIA USAGE RELATED TO

CUSTOMER RELATIONSHIP FROM E-COMMERCE

MODEL PERSPECTIVE IN HO CHI MINH CITY,

VIETNAM

BACHELOR’S THESIS

SPECIALIZED IN BUSINESS MANAGEMENT

CODE: 7340101

SUPERVISOR

M.A. DINH THU QUYNH

HO CHI MINH CITY, 2018

i

ABSTRACT

It is undeniable that social media has becoming a huge part in everybody daily life

in recent years. More importantly, social media has affected customer‟s buying decisions

in many ways and thus, the impact of social media is drawing more attention from

researchers and E-commerce companies. It is widely believed that using social media

may benefit for e-commerce and because of that, many companies has started to involve

social media into their business. However, do social media really make a big contribution

to e-commerce? This study regards customer relationship as one aspect of e-commerce

and focus to find out the relationship between the use of social media and customer

relationship whether it is positive or negative.

ii

DECLARATION

I declare that this thesis research is entirely my own composition, the research‟s

result is honest, in which there is no previously published content or other content

performed by another person except the quotations are cited completely in the thesis.

I am responsible for my thesis.

Student

iii

ACKNOWLEDGEMENT

I would like to take this opportunity to acknowledge several individuals who have

helped me to complete my thesis.

First of all, I would like to express my special appreciation and thanks to my

supervisor Dinh Thu Quynh, you have been a tremendous mentor for me. I would like to

thank you for encouraging my research and for allowing me to grow as a proud student of

the Banking University of Ho Chi Minh city. Your advice on both research as well as on

my future career have been invaluable. Without her motivation and instructions, the

thesis would have been impossible to be done effectively.

Secondly, I would especially like to thank my amazing family for the love,

support, and constant encouragement I have gotten over the years.

Finally, I am grateful to have all of my friends who always support me during time

I study in university I am thankful for the times that they have listened to me, advised me

and even comforted me. Their kindly help, care and motivation gave me strength and lift

me up all the trouble for the rest of my life.

iv

TABLE OF CONTENT

ABSTRACT.................................................................................................................... i

DECLARATION ...........................................................................................................ii

ACKNOWLEDGEMENT............................................................................................iii

TABLE OF CONTENT................................................................................................ iv

LIST OF FIGURES..................................................................................................... vii

LIST OF TABLES......................................................................................................viii

CHAPTER 1 .................................................................................................................. 1

INTRODUCTION ......................................................................................................... 1

1.2 RELATED RESEARCHES............................................................................ 3

1.3 AIMS AND OBJECTIVE OF THE RESEARCH ......................................... 6

1.4 SUBJECT AND SCOPE OF THE STUDY.................................................... 6

1.5 RESEARCH METHOD.................................................................................. 7

1.6 STRUCTURE OF THE STUDY .................................................................... 7

SUMMARY................................................................................................................ 9

CHAPTER 2 ................................................................................................................ 10

LITERATURE REVIEW ........................................................................................... 10

2.1 SOCIAL MEDIA................................................................................................ 10

2.1.1 The form of social media ............................................................................. 12

2.2 E-COMMERCE................................................................................................. 14

2.2.1 Customer Relationship Management ......................................................... 15

2.3 BUSINESS MODEL .......................................................................................... 17

2.3.1 E-Commerce Business Model...................................................................... 18

2.3.2 E-Business Model Ontology ........................................................................ 19

2.4 OSTERWALDER & PIGNEUR MODEL........................................................ 21

v

2.5 SOCIAL MEDIA IMPACTS............................................................................. 22

2.5.1 Information Strategy ................................................................................... 23

2.5.2 Feel And Serve (Distribution Channels)..................................................... 24

2.5.3 Trust And Loyalty ....................................................................................... 24

2.5.4 Customer Relationship ................................................................................ 26

SUMMARY.............................................................................................................. 28

CHAPTER 3 ................................................................................................................ 29

METHODOLOGY ...................................................................................................... 29

3.1 CHOICE OF METHODOLOGY...................................................................... 29

3.2 RESEARCH APPROACH ................................................................................ 30

3.3 RESEARCH STRATEGY................................................................................. 31

3.4 SAMPLE............................................................................................................. 31

3.5 QUESTIONNAIRE FORMAT.......................................................................... 32

SUMMARY.............................................................................................................. 37

CHAPTER 4 ................................................................................................................ 38

ANALYSIS SCALE STRUCTURE AND DATA PROCESSING ............................ 38

4.1. DEMOGRAPHIC CHARACTERISTICS....................................................... 38

4.1.1. Frequencies: Gender................................................................................... 38

4.1.2. Frequencies: Age......................................................................................... 40

4.1.3. Frequencies: Income................................................................................... 42

4.2. MODEL DESCRIPTION ................................................................................. 43

4.2.1. Social Media................................................................................................ 44

4.2.2 Information Strategy ................................................................................... 46

4.2.3 Feels and Serve ............................................................................................ 47

4.2.4 Trust and Loyalty ........................................................................................ 49

4.2.5 Customer Relationship ................................................................................ 50

4.3. MEASURING THE REALIABILITY OF THE SCALE BY CRONBACH’S

ALPHA..................................................................................................................... 52