Research on the Satisfaction of Online Shopping Customers in Vietnam
| Autor: | Tran Yen Nhi Phan, 范陳燕兒 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 Customers are always important to the success of a business. Businesses have to respond to changes in customer demand and thereby align their customer-focused business strategies accordingly. The objective of this study is to examine the factors affecting the satisfaction of customers making online purchases in Vietnam, and the influence level of every factor on the satisfaction. Quantitative research was involved with the use of a questionnaire for data collection. A convenience sampling of 250 respondents in Vietnam were collected by using Google Docs tools. The data collected were analyzed using SPSS 20.0 software. Cronbach’s Alpha was used to test the internal consistency; and Exploratory Factor Analysis was included to reduce the data from many observable variables to fewer factors, but still reflect the meaning of the research data; and the correlation and regression analysis were applied to examine the hypothesized relationship among variables. Research results show that there are four factors influencing on the online shopping customer satisfaction including Reliability, Responsiveness, Safety and Security, and Price Perception. Results also show that more affordable price and increased service quality based on the customers’ perception, the satisfaction of customers increases and vice versa. In general, the outcomes of this research would support businesses better understand service quality components of online sales, the relationship between service quality, price perception and customer satisfaction. Thereby creating appropriate business strategies to improve service quality as well as reasonable price strategies to increase customer satisfaction. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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