Customer’s satisfaction and loyalty through e-commerce: the case of company X
Nguyen, Binh (2015)
Nguyen, Binh
Tampereen ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015052911379
https://urn.fi/URN:NBN:fi:amk-2015052911379
Tiivistelmä
Due to the rapidly increasing number of Internet users, the attractive benefits and spreading popularity of online shopping all over the world and in Vietnam particularly, more and more Internet vendors have been concerned about how to push sales and grow beneficially in such a fruitful but really competitive e-commerce market. Apart from aggressively focusing on online advertising and exclusive promotional offers, e-satisfaction and e-loyalty have been regarded as the determinants of long-term development and sustainable advantages of any Internet vendor. This research seeks to answer the questions of what the influencing factors to e-satisfaction and e-loyalty of online shoppers are and how important they are as well as testing the relationship between e-satisfaction and e-loyalty upon the case study of Company X’s e-commerce website.
Upon critical analysis of literature review, the testing model of five elements which may determine e-satisfaction and e-loyalty with site system quality, information quality, usefulness, perceived value and trust was proposed. Survey method with a sample size of 154 respondents who have ever made purchases via the company’s online store http://www.x.com/ was conducted to use for regression analysis, ANOVA analysis and t-test using SPSS (Statistical Package for the Social Science ) version 18.0. In addition, an interview with Company X’s manager was also implemented to collect information about Company X’s e-commerce situation and the company’s beliefs and opinions about e-satisfaction and e-loyalty.
As a result, the findings indicated that all of the five elements under investigation (i.e. site system quality, information quality, usefulness, perceived value and trust) significantly impact both e-satisfaction and e-loyalty although each of them may consist of different measurement items and not all these measures significantly affect e-satisfaction and e-loyalty such as the color of the website, the operation of linked pages, easy to understand information, etc. The study also revealed that the relationships between demographic factors such as gender or age, e-satisfaction and e-loyalty do exist. Specifically, male customers are more satisfied with and more loyal to Company X’s online store. Besides, the older the customers are, the less satisfied and loyal they are towards shopping at Company X’s e-commerce website. The research indicated that there is a significant and positive relationship between Company X’s online customers’ e-satisfaction and their e-loyalty. The study also drew some helpful implications for Company X and academia as well as identified areas for further research.
Upon critical analysis of literature review, the testing model of five elements which may determine e-satisfaction and e-loyalty with site system quality, information quality, usefulness, perceived value and trust was proposed. Survey method with a sample size of 154 respondents who have ever made purchases via the company’s online store http://www.x.com/ was conducted to use for regression analysis, ANOVA analysis and t-test using SPSS (Statistical Package for the Social Science ) version 18.0. In addition, an interview with Company X’s manager was also implemented to collect information about Company X’s e-commerce situation and the company’s beliefs and opinions about e-satisfaction and e-loyalty.
As a result, the findings indicated that all of the five elements under investigation (i.e. site system quality, information quality, usefulness, perceived value and trust) significantly impact both e-satisfaction and e-loyalty although each of them may consist of different measurement items and not all these measures significantly affect e-satisfaction and e-loyalty such as the color of the website, the operation of linked pages, easy to understand information, etc. The study also revealed that the relationships between demographic factors such as gender or age, e-satisfaction and e-loyalty do exist. Specifically, male customers are more satisfied with and more loyal to Company X’s online store. Besides, the older the customers are, the less satisfied and loyal they are towards shopping at Company X’s e-commerce website. The research indicated that there is a significant and positive relationship between Company X’s online customers’ e-satisfaction and their e-loyalty. The study also drew some helpful implications for Company X and academia as well as identified areas for further research.