Fahasa Customer Satisfaction Measurement
By: hoangdung • November 30, 2015 • Coursework • 7,407 Words (30 Pages) • 1,698 Views
Abstract
The rapidly growing number of Internet users, the undeniable benefits and booming popularity of online shopping over the word in general and in Viet Nam in particular has made competition in e-commerce become more and more tense. In order to attract more customers and push sales, Internet vendors has been not only concerned about online advertising which has become bombarded to Internet users but also factors affecting e-satisfaction which is the key to retain customers and assure long-term business success. This research analyzes the case of Fahasa online bookstore and seeks to identify the influencing factors to e-satisfaction as well as evaluate Fahasa online bookstore based on those factors. More specifically, the research will adopt the model proposed by Schaupp and Belanger (2005) to test possible determinants of customers’ e-satisfaction which are technology factors (i.e. functionality, security, usability and site design, and privacy); shopping factors (i.e. convenience, trust, delivery and value for money) and product factors (i.e. variety of products, product quality) upon survey method with a sample size of 153 respondents which are Fahasa online bookstore’s customers who have ever made purchases via the website http://www.fahasa.com// . The quantitative data collected is then coded and inputted into SPSS for regression analysis. In addition, interview with Fahasa.’s managers is also conducted to collect information on Fahasa’s ecommerce situation as well as the company’s beliefs and opinions about e-satisfaction. As a result, the findings has indicated that the operation of website and its linked pages and the website speed(i.e. technical factors); sufficiency of information provided, ease in finding products, perceived time-saving, trustworthy information and easy payment process (i.e. shopping factors) and the variety of products available for online sales (i.e. product factor) have significant and strong impact on Fahasa customers’ e-satisfaction. In addition, the study has revealed that only one third of surveyed customers are satisfied with online shopping at Fahasa online bookstore. Based on the findings, the study also draws some helpful implications for Fahasa to improve the performance of its online bookstore as well as identifies areas for further future research.
Table of Contents
1. Introduction
2. Orientation
2.1. Background of Fahasa online bookstore and the Vietnamese online bookstore market
2.2. Literature review
2.3. Research objectives and research questions
2.4. The significance of the research
3. Research Methodology
3.1. Data collection methodology
3.2. Data analysis method
4. Key findings
4.1. Key factors affecting customer satisfaction in Fahasa online bookstore
4.2. Evaluation of Fahasa online book store
5. Key implications
6. Conclusion
Reference
Appendix
Appendix 1: Planned interviewees
Appendix 2: Sample of Interview guide
Appendix 3 – Survey
- Introduction
Today, online shopping has been regarded as the increasingly popular trend among shoppers of all ages and social classes due to its helpfulness and convenience contributed to modern life. The innovation of Information technology and wide coverage of World Wide Web have supported dramatic development of online stores which has integrated many applications to facilitate the whole consumers’ buying process from information search, evaluation of alternatives, making purchase decision, purchase and post purchasing evaluation. Thanks to Internet connection, shoppers everywhere can get access to a wide range of products and services and various brands available at online stores, both domestic and foreign ones, of different quality and at different price level just by some clicks. Moreover, the online stores also provide product, service and brand information that help online shoppers a lot evaluate pros and cons of alternatives and make purchasing decisions. The shoppers can place order online and receive confirmation right at the online store or via email system. Even payment can be made online quickly and conveniently thanks to the adoption of Internet banking system. In addition, customer services provided by the online stores can support individual shoppers instantly with any enquiry about the products or services as well as deal with any complaint upon the applications of Yahoo instant messengers, Skype or Live Chat. Some online stores allow customers to leave comments on the website so as to understand customers better and provide additional sources for customers’ evaluation and decision making. Although many shoppers have concerned about privacy of personal information and bank card information, most online stores announce its privacy policy and commit to protect customers’ information from hackers.
The usefulness and value that online shopping has brought to modern life are widely recognized by shoppers and exploited to reap benefit by more and more firms which even have been very successful with traditional store format. Due to the increasingly popularity of online shopping and shopper preference towards this trend, e-commerce create both attractive opportunities and tense competitive online business environment to online stores. To compete successfully in such competitive market place, many firms have spent a lot of money on online advertising to increase website traffic. However, to push the visitors through purchasing decision process, get sales and retain customer loyalty, the firms need more than merely online advertisements. In more details, the online store needs to understand determinants which affect customers’ e-satisfaction so as to design e-commerce plan to serve shoppers better than competitors do.
In this research, Fahasa’s online book store is the empirical study to test factors that may affect customers’ e-satisfaction.
This study aims to find out factors that affect Fahasa customers’ satisfaction after they have shopped and made online purchases via Fahasa online bookstore at http://fahasa.com. Among various models of influencing factors to e-satisfaction, the research will adopt the one proposed by Schaupp and Belanger (2005) to build research framework and hypotheses and then test possible determinants of customers’ e-satisfaction towards Fahasa’s online store which are technology factors (i.e. functionality, security, usability and site design, and privacy); shopping factors (i.e. convenience, trust, delivery and value for money) and product factors (i.e. variety of products, product quality). Based on key findings of this study, some helpful implications for improving Fahasa’s online stores and further researches will be presented
A survey with a sample size of 240 online shoppers who have shopped and made purchase on Fahasa’s online bookstore will be conducted to gather data for statistical analysis upon the adoption of SPSS. In addition, Fahasa managers are interviewed individually to provide information about the online store and show the beliefs and opinions about determinant factors of Fahasa customers’ e-satisfaction. Such information will be used for building realistic research framework and testing whether there is a gap between what Fahasa’ managers think and their customers perceive in terms of factors affecting e-satisfaction.
- Orientation
- Background of Fahasa online bookstore and the Vietnamese online bookstore market
Fahasa is a well-known national bookstore chain offering various genres of both Vietnamese books and foreign books, electronic educational products, souvenirs, stationary and toys. Fahasa has currently presented in more than 40 cities and provinces in Vietnam with more than 60 bookstores and acquired strong brand name in its industry. In 2005, Fahasa was recognized as the Vietnam’s biggest bookstore chain owning the largest number of bookstores all over the nation. Moreover, Fahasa is voted as one of the top 10 retailers in Vietnam in 2012 and of the top 100 retailers in Asia in 2006, 2009 and 2012 by Retail Asia, a famous Singapore magazine.
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