Luận văn thạc sĩ UEH factors affecting customer satisfaction on retailers website , a study of

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

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Đinh Thiên Phúc

FACTORS AFFECTING CUSTOMER SATISFACTION ON

RETAILER’S WEBSITE: A STUDY OF VIETNAM ELECTRONICS AND

APPLIANCES INDUSTRY

MASTER OF BUSINESS (Honours)

HO CHI MINH City - Year 2015

LUAN VAN CHAT LUONG download : add [email protected]

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

------------------------------

Đinh Thiên Phúc

FACTORS AFFECTING CUSTOMER SATISFACTION ON

RETAILER’S WEBSITE: A STUDY OF VIETNAM ELECTRONICS AND

APPLIANCES INDUSTRY

ID: 22120097

MASTER OF BUSINESS (Honours)

SUPERVISOR: Dr. PHAM NGOC THUY

HO CHI MINH City - Year 2015

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i

ABSTRACT

Vietnam ranks 18/20 countries with the largest number of Internet users in the world,

ranking eighth Asia and ranks third in Southeast Asia. Online shopping is the strategic

direction in 2015 of electronics and appliances retail industry. This research aims to identify

the influence of the website elements to customer satisfaction on electronics and appliances

retailers’ websites. This research will find out that specific information, care taking, general

information, billing and payment are 4 factors that affecting customer satisfaction with

specific information is the most important factor.

Keywords: customer satisfaction, electronics and appliances, retailers’ website,

online shopping

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ii

TABLE OF CONTENTS

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

TABLE OF CONTENTS...................................................................................................ii

LIST OF FIGURES ..........................................................................................................iv

LIST OF TABLES .............................................................................................................v

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

1.1. Research Background .................................................................................................1

1.2. Research Problems......................................................................................................5

1.3. Research Objectives....................................................................................................7

1.4. Research Significance.................................................................................................7

1.5. Research Scope ...........................................................................................................7

CHAPTER 2: LITERATURE REVIEW..........................................................................9

2.1. Theoritical Background ..............................................................................................9

2.2. Customer satisfaction................................................................................................10

2.3. Factors affecting customer satisfaction on retailers’ website...................................10

2.3.1. Website elements related to information influence on customer satisfaction.......11

2.3.2. Website elements related to service influence on customer satisfaction ..............13

2.3.3. Website elements related to system influence on customer satisfaction...............14

2.4. Research Model ........................................................................................................15

2.5. Summary...................................................................................................................16

CHAPTER 3: RESEARCH METHODOLOGY ............................................................17

3.1. Research Process ......................................................................................................17

3.2. Research sampling method .......................................................................................19

3.3. Measures of the constructs........................................................................................20

3.4. Data collection procedure .........................................................................................23

3.5. Data analysis method................................................................................................24

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3.5.1. Descriptive analysis...............................................................................................24

3.5.2. Reliability analysis................................................................................................24

3.5.3. Exploratory Factor Analysis (EFA) ......................................................................25

3.5.4. Multiple regression analysis..................................................................................25

3.5.5. Summary ...............................................................................................................25

CHAPTER 4: RESULTS AND ANALYSIS ...................................................................27

4.1. Sample description....................................................................................................27

4.2. Cronbach’s alpha test................................................................................................28

4.3. Exploratory Factor Analysis (EFA)..........................................................................31

4.4. Pearson Correlation Coefficient ...............................................................................38

4.5. Hypotheses testing ....................................................................................................39

4.6. Discussions of the findings.......................................................................................44

4.7. Sumarry.....................................................................................................................46

CHAPTER 5: CONCLUSION AND IMPLICATIONS.................................................48

5.1. Conclusion ................................................................................................................48

5.2. Implications of this research.....................................................................................50

5.3. Research limitations and implications for future research .......................................51

REFERENCES.................................................................................................................53

APPENDIX A – QUESTIONNAIRE IN ENGLISH ......................................................58

APPENDIX B – QUESTIONNAIRE IN VIETNAMESE ..............................................62

APPENDIX C – STATISTIC ANALYSIS RESULTS ...................................................66

APPENDIX D – MULTIPLE LINEAR REGRESSION ................................................69

APPENDIX E – PILOT STUDY RESULTS...................................................................70

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iv

LIST OF FIGURES

Figure 1.1. Step 1. Searching....................................................................................3

Figure 1.2. Step 2. Finding Information ...................................................................3

Figure 1.3. Step 3. Order Taking..............................................................................4

Figure 1.4. Step 4. Payment......................................................................................5

Figure 1.5. Step 5. Confirmation ..............................................................................5

Figure 2.1. The proposed research model ..............................................................15

Figure 3.1. Research Process..................................................................................18

Figure D.1. Histogram of SATIS dependent variable ............................................69

Figure D.2. Normal P-P Plot of regression standardized residual .........................69

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v

LIST OF TABLES

Tables 3.1. Measurement scales 1 ..........................................................................20

Tables 3.2. Measurement scales 2 ..........................................................................23

Table 4.0. Sample Characteristics..........................................................................28

Table 4.1. Cronbach’s Alpha results ......................................................................29

Table 4.2. First KMO and Bartlett’s Test for independent variables.....................31

Table 4.3. First Pattern Matrix ...............................................................................32

Table 4.4. Removal process during EFA ...............................................................33

Table 4.5. Final Pattern Matrix...............................................................................34

Table 4.6a. Final total variance explained..............................................................36

Table 4.6b. Cronbach’s alpha summary after EFA................................................37

Table 4.7. Pearson Correlation Coefficient............................................................39

Table 4.8a. Coefficients..........................................................................................40

Table 4.8b. The summary of overall value 1..........................................................41

Table 4.9. Cofficients 1 ..........................................................................................41

Table 4.10. The summary of overall value 2..........................................................41

Table 4.11. Coefficient 2 ........................................................................................42

Table 4.12. ANOVA results...................................................................................43

Table 4.13. The result of testing hypotheses..........................................................43

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