Based on the conceptual model proposed by Liu et al. (2008) regarding factors influencing online customer satisfaction in China, within the framework of the study, considering the adaptability with online shopping environment in Vietnam, the author chose information quality, customer service, website design, privacy, delivery and merchandise attribute and evaluates influences of these factors on online shopping customer satisfaction in context of Vietnam. It would be appropriate concerning the limitation of time and resources of the author while carrying out this study. Figure 2.1 shows the proposed research model for this research.
Figure 2.1. Proposed research model
Information quality: Szymanski and Hise (2000) realized that the customer satisfaction on online shopping is greatly influenced by the quality of information attached with the products provided in the website.
Website information is often monitored rather than just read in details.
Useful and reliable information is very important for customers when they get access to shopping websites (Szymanski and Hise, 2000). Other studies also identified that information content should be precise, relevant and complete. It is the role of the online store to provide information of the products, transaction and services. Higher information quality would result in better buying decisions and improve the satisfaction of customers (Peterson et al., 1997).
Privacy and security: In comparison with traditional economies, online customers extend their attentions to the necessity of privacy/ security (Culnan, 1999;
Friedman et al., 2000; Grewal et al., 2004) (cited from Liu et al., 2008). The H4
H5 Website Design
Security and Privacy
Delivery Method Information Quality
Customer Service
Online shopping Customer Satisfaction
Merchandise Attribute
H3
H6
H1
H2
inadequateness of infrastructure, the lack of trust, concerns about privacy and security often result in the sale losses (Yianakos, 2002; Grabner-Kraeuter, 2002) (cited from Liu et al., 2008). Privacy refers to the rights of individuals and organizations to decide for themselves when, how and to what extent information about them is to be transmitted to others (Grandinetti, 1996). The lack of privacy on the websites would make online shoppers worry about the possible reveal of transactions and personal information (June et al., 2004).
Website design: Previous studies proved that the user-friendliness of the website interface plays an important role in ensuring the success of trading via websites. Del Galdo and Nielsen (1999) called upon the improvement of website appropriateness, because the lack of appropriateness would lead to dissatisfaction of users and websites could not be successfully developed in a sustainable manner.
Gummerus et al. (2004) defined that user interface is an environment for the interactions between users and online shopping providers. Srinivasan et al. (2002) proved that the interaction of e-commerce would be closely associated with the loyalty of customers. In addition to that, Alam and Yasin (2009) found in their studies in Malaysia that website design is clearly linked with the satisfaction of customers. Website design is regarded as a major factor influencing online shopping satisfaction (Lee and Joshi, 2007). Zhang et al. (1999) evaluated website quality in the perspectives of satisfaction and dissatisfaction of users. Their results showed that website design features can be regarded as the hygiene and motivator factors that contribute to the user dissatisfaction and satisfaction with a website.
Delivery method: The lack of physical interactions between sellers and buyers is one of the major weaknesses of e-retailers. Massad et al. (2006) proved that delivery performance is the key factor for keeping customers satisfied with online shopping stores. Liu et al. (2008) said that the separation between goods consumption and productions, as well as the delays of goods delivery could be found in the environment of e-commerce. The delivery delay would have negative impacts on satisfaction (Liu et al., 2008). Online stores should pay attention to the
improvement of customer shopping experience by providing safe, secure, reliable and low-cost freight services, included by effective delivery options, the prompt response and update of delivery status, as well as timely delivery as requested (Massad et al., 2006). Managers of online stores should also help customers to easily check and monitor the delivery progress. An informed customer is likely to be a more satisfied customer (Massad et al., 2006).
Customer service: Post-purchase evaluation can be influenced by the efficiency of logistics and customer service. The most common types of complaints about Internet transactions include refund and billing disputes, return and exchange policies, defective products, and poor customer service (Chen and Chang, 2003).
Consumers want careful, continuous, useful communication across geographic barriers (Lohse and Spiller, 1998). In the e-commerce environment, not only is the consumption of goods separated from production, thus making it necessary for goods to be delivered to consumers before consumption, there is also a delay in the delivery of goods. Delayed delivery may have a negative effect on satisfaction.
Merchandise attribute: merchandise attribute comprise of the diversity and prices of the products, which are very important for the buying decisions.
Szymanski and Hise (2000) indicate that wider assortment of products may be attractive to customers and e-satisfaction would be more positive when online stores offer superior product assortments. Although authors of some previous studies stated that price sensibility in the online environment could be lower than offline environment (e.g., Degeratu et al., 2000; Lynch and Ariely, 2000; Shankar et al., 2001) (cited from Liu et al., 2008), one most commonly cited reason for online shopping is price, and many early online marketers used price as bait to lure consumers to their sites (Chen and Chang, 2003).
According to the proposed model and literature review, the following hypotheses are constructed to be assed in Vietnam online market:
- H1: Website design is positively related to online shopping customer satisfaction.
- H2: Security and privacy are positively related to online shopping customer satisfaction.
- H3: Information quality is positively related to online shopping customer satisfaction.
- H4: Customer service is positively related to online shopping customer satisfaction.
- H5: Delivery method is positively related to online shopping customer satisfaction.
- H6: Merchandise attribute is positively related to online shopping customer satisfaction.