Chapter 5 CONCLUSIONS AND SUGGESTIONS
5.5 Concluding statement
E-commerce has grown rapidly around the world and will be an important component of overall trade in the 21st century not only developed countries but also developing countries. More and more investors are increasingly acutely aware of the importance of the development of electronic commerce in integration trends, globalization and development oriented "economy of goods".
The country does not take into account this trend will be difficult to avoid the risk of falling behind especially in conditions where information technology industry is growing at a rate the stormy present. In particular, Vietnam is participating in the process of e-commerce getting
40
many supports for the development of the technology infrastructure information and telecommunications service e-commerce.
However, to E-commerce can be fully developed in Vietnam, in terms of Vietnam is and will be involved in many regional economic organizations and the world, especially the ASEAN Framework Agreement, there are many problems in our country requires must be resolved, such as building legal documents of commerce death, protection of intellectual property rights arising in e-commerce, data protection personal data and the protection of consumer interests ...
Therefore, Vietnam needs to further strengthen the construction of information infrastructure, improve service quality telecommunications, reducing the price of telecommunications services to suit face world in general. At the same time, to focus on human resource development information technology higher quality, raising the level of foreign language, especially English because this language is common in commercial transactions e-commerce world.
For small and medium enterprises in Vietnam, is a component economic importance in terms of the proportion of the total number of enterprises as resolved in terms of jobs for workers, the participate in e-commerce applications present new start-up phase and results are still low, but in the future, certainly Commerce e will have higher efficiency bring more benefits to businesses and can be applied in most businesses.
Lastly, in order to achieve successful online small and medium enterprises, there is urgent improvement in not only investment in equipment, advanced technology, structural adjustment, production processes business to enhance their competitiveness but also building customer belief, satisfaction. Indeed, it is very important for every business helping shoppers change their negative mind of scam online shopping in accordance with the rapid development of knowledge-based economy. It is the best solution for with small and medium enterprises to develop Vietnam firmly in trend integration and globalization, and economic development of the current number.
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Appendix A
Influencing Factors on Customer Loyalty in E- Business Settings: An empirical study of online small and medium retails in Vietnam
(
QUESTIONNAIRE FOR DATA COLLECTION)
This instrument is designed to collect data on E- loyalty in e- commerce market focusing on Vietnam small and medium online companies. You are invited to complete the questionnaire bearing in mind that your honest responses will go a long way to determine the overall success of this exercise. This work is used for academic purposes and so information given be treated with confidentiality. Thank you for your help.
Best regard!
Supervisor: Dr. Wen-Huei Yang Student: Chi Bac Nguyen Department of Business Administration I-Shou University, Kaohsiung, Taiwan
Please indicate your response by ticking the response category or by writing in the space(s)
Part A : Background
1. Age: □ Less than 25 □ 25~ 40 □ Greater than 40 2. Gender: □ Male □ Female
3. Monthly Income:
□ Under 3 million VND □ 3~7 million VND □ 7~ 15 million VND
□ Over 15 million VND
4. Job: □ Employee □ Student □ Others
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Part B : Influencing factors on E- Loyalty
In this section, you are given series of statement in the affirmative. Please rank each statement by ticking [ √ ] using the scale given below:
For UIQ, REP, SAT, TRU, LOY
1=Strongly Disagree, 2=Disagree, 3=Neutral, 4=Agree, and 5 = Strongly Agree.
For PSL, PSR
1=Not Important at All, 2=Not Very Important, 3=Quite Important, 4= Important, 5 = Very Important
Variable Items
PERCEIVED SERVICE QUALITY User Interface
Quality (UIQ)
UIQ 1. The design on the site is attractively displayed for customer (Colors, contents, pictures, videos and comments).
UIQ 2. The information on the site is well organized to understand and follow.
UIQ 3.The Web site does not increase my search effectiveness.
Perceived Responsivenes s (REP)
REP1. It is easy to get in contact with the online organization which provides the online services.
REP2.The online organization is interested in getting feedback.
REP3. The online organization is prompt in replying to queries.
Perceived Personalizatio n (PSL)
PSL 1. I feel my personal needs have been met when using the site or doing transactions with the online organization.
PSL 2. This site provides me with information and products according to my preferences.
PSL 3. I feel a safe when sending my personal information to the Web site.
Perceived Security (PSR)
PSR 1 The Web site has mechanism to ensure the safe transmission of its users' information.
PSR 2. The Web site has sufficient technical capacity to ensure that the data
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I send cannot be modified by hackers
PSR 3. Purchasing on the Web site will not cause financial risk
E- Satisfaction (SAT)
SAT1. I am very satisfied with the organization’s online services
SAT 2. The Web site does not have sufficient experience in the marketing of the products and service that it offers
SAT 3. The Web site knows its users well enough to offer them products and services adapted to their needs.
E- Trust (TRU)
TRU 1. E-product/service provider does not usually fulfill the promises and commitments he assumes.
TRU2. E-product/service provider is trustworthy and honest.
TRU3. E-product/service provider instills the confidence in his customers.
E- Loyalty (LOY)
LOY 1. I will continuously purchase from the Web site in the near future.
LOY 2. I will recommend that others use the Electronic Commerce services.
LOY 3. My preference for the Electronic Commerce would not willingly change.
Thanks for your cooperation!
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Appendix B
Questionnaire in Vietnamese
Những yếu tố ảnh hưởng đến lòng trung thành của khách hàng trong thương mại điện tử: Một nghiên cứu thực tiễn về cac công ty bán lẻ trực
tuyến vừa và nhỏ ở Việt Nam.
(Câu hỏi điều tra dùng thu thập dữ liệu)
Xin chào bạn! Tôi là Nguyễn Chí Bạc Hiện đang là sinh viên năm cuối khoa Quản trị Kinh Doanh Quốc Tế tại Cao Hùng, Đài Loan. Tôi đang tiến hành một cuộc khảo sát cho đề tài tốt nghiệp chương trình thạc sỹ tại Đài Loan với đề tài:“ Những yếu tố ảnh hưởng đến lòng trung thành của khách hàng trong thương mại điện tử: Một nghiên cứu thực tiễn về cac công ty bán lẻ trực tuyến vừa và nhỏ ở Việt Nam.” Các bạn được mời giúp hoàn thành câu hỏi điều tra với sự trung thực đánh giá cao. Sự đóng góp của các bạn làm nên sự thành công cho toàn bộ quá trình làm bài nghiên cứu của tôi. Bản nghiên cứu này được thực hiện không chỉ với mục đích học thuật mà ý nghĩa thực tiễn cũng được chú ý. Ngoài ra thông tin do các bạn khi làm phiếu điều tra sẽ tuyệt đối được giữ bí mất. Cảm ơn sự giúp đỡ của mọi người.
Nếu anh/chị có bất kỳ câu hỏi hoặc mối quan tâm về nghiên cứu này, xin vui lòng liên hệ E-mail: [email protected]
Rất mong sự tham gia của bạn để tôi có thể hoàn thành tốt Luận văn tốt nghiệp Thạc sỹ này!
Thân ái!
Giáo viên hướng dẫn: Dr. Wen-Hui Yang Sinh viên: Nguyễn Chí Bạc Khoa: Thạc sỹ Quản Trị Kinh Doanh Quốc Tế
Đại học Nghĩa Thủ, Cao Hùng, Đài Loan
51
Xin vui lòng cho biết câu trả lời của các bạn bằng cách tích vào ô tròn hay điền vào chỗ trống.
Phần A: Thông tin cá nhân
4. Độ tuổi: □ Dưới 25 □ 25~ 40 □ Trên 40
5. Giới tính : □ Nam □ Nữ
6. Thu nhập hàng tháng □ Dưới 3 triệu đồng □ 3~7 triệu đồng □ 7~ 15 triệu đồng □ Trên 15 triệu đồng
7. Nghề nghiệp: □ Người đi làm □ Sinh viên □ Khác
Phần B: Yếu tố ảnh hưởng đến lòng trung thành của khách hàng trong thương mại điện tử
Nghiên cứu này sử dụng thang đo Likert 5 mức độ ( từ 1 đến 5) để đo lường ảnh hưởng của các nhân tố đến lòng trung thành của nhân viên.
Đối với UIQ, REP, SAT, TRU, LOY
1=Rất không đồng ý, 2= Không đồng ý, 3= Bình thường, 4= Đồng ý, and 5 = Rất đồng ý.
Đối với PSL, PSR
1=Rất không quan trọng , 2=Không quan trọng lắm, 3=Không quan trọng, 4= Khá quan trọng, 5 = Rất quan trọng
52
SAT 2. Trang Web không đủ kinh nghiệm hiệu quả trong thị trường marketing sản phẩm và dịch vụ mà nó cung cấp.
SAT 3. Trang Web biết người tiêu dùng đủ khả năng để mua sản phẩm và dịch vụ đồng thời đáp ứng được đầy đủ nhu cầu của họ.
Sự tin tưởng của khách hàng (TRU)
TRU 1. Những sản phẩm / dịch vụ trực truyến thường không thực hiện lời hứa và cam kết mà
53 họ đã đề ra
TRU2. Những nhà cung cấp sản phẩm / dịch vụ trực truyến thì đáng tin cậy và trung thực.
TRU3. Những nhà cung cấp sản phẩm / dịch vụ trực truyến mang lại sự tự tin cho khách hàng của họ.
Lòng trung thành của khách hàng (LOY)
LOY 1. Tôi sẽ tiếp tục mua bán trên trang Web của công ty này trong tương lai gần.
LOY 2. Tôi sẽ giới thiệu cho những người khác sử dụng dịch vụ trực tuyến này.
LOY 3. Sự ưu tiên của tôi dành cho Thương mại điện tử sẽ không thay đổi.