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Luận văn thạc sĩ UEH the valuation of customer satisfaction and service quality in online purchasing
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Mô tả chi tiết
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
LUAN VAN CHAT LUONG download : add [email protected]
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
LUAN VAN CHAT LUONG download : add [email protected]
I
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.
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II
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
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III
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
1.1.2 Online Retailing ..............................................................................................2
1.1.3 E-commerce in Cambodia...............................................................................2
1.2 Problem Discussion...............................................................................................3
1.3 Research Question.................................................................................................5
1.4 Demarcation ..........................................................................................................5
1.5 Disposition of the thesis........................................................................................5
CHAPTER 2: LITERATURE REVIEW................................................................6
2.1 Customer Satisfaction ...........................................................................................6
2.1.1 Definition of Customer Satisfaction ...............................................................6
2.1.2 Techniques to measure customer satisfaction.................................................7
2.2 E-service quality....................................................................................................8
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
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