Descriptive Analysis

4.4.1. Descriptive Analysis of EWOM

Table 4.16. Descriptive Statistics of EWOM Reciproci control of cookies. As can be seen from the above table, the most satisfied factor of EWOM is the Speed of Response (Mean=3.2767, Mode=4). In the Internet, the speed of responses is excessively fast which enables HABECO to response to customers‟ requests in the fastest way. In addition to that, the nonverbal information provided by the EWOM of HABECO also contributes to higher level of e-loyalty among customers with Mean =3.0467, Mode=3. The existence of nonverbal information such as video or image of HABECO online draws heavier attention from the customers and increases their e-loyalty level. Many customers also agree that with the graphics and image, the information of HABECO becomes more interesting and easier to be understood. HABECO is also successful in balancing between responsiveness

and nonverbal information. The number of graphics and image in the website is carefully calculated in order to either attract attention of customers or ensure the responsiveness of the website not reduced (with Mean =2.9633, Mode=3).

The control of cookies in HABECO‟s website is proved to be of neutral satisfaction from the customers‟ perspective (with Mean = 2.9533, Mode=4). The website of HABECO allows customers to follow and track their accessed page efficiently. However, this function is popular in other websites which is not strong enough to become a motivator for the higher level of e-loyalty in the organization.

The factor which is proved to be the least satisfied one is reciprocity (Mean=2.8633, Mode=2). There is some information in the website of HABECO which restricts the access from the by-passers. Only the customers who register and are provided with the username and password are able to access that information in the website. From the point of view of customers, this policy makes them confused and disrespected. The new and potential customers are also less motivated to search for information related to HABECO further.

4.4.2. Descriptive Analysis of E-quality of Website

Table 4.17. Descriptive Statistics of E-quality of Website

Purpo HABECO‟s website which is applied in order to measure the impacts of HABECO‟s website on the e-loyalty of the customers. The e-quality of HABECO‟s website is proved to be of average satisfaction level with most of the responses indicates the neutral satisfaction toward ten determinants.

Among those ten factors, the purpose and content are proved to be the most satisfied one with Mean=3.34, Mode=4. Although HABECO restrict the access of customers in the website, the information available in its content is attractive and is presented with clear

purpose contributing to a significantly high level of satisfaction of customers. Closely follow, the customer service in the website with the support of customer service staffs online could help to solve customers‟ problems and questions in the fastest and most detailed way. The customer service available in HABECO‟s website, therefore, also attracts high satisfaction from customers (Mean=3.1267, Mode=3). Sharing the same level of satisfaction with Mean

=3.0733 and Mode=3 is the “Menu and sitemap” and the “form of banner advertisement and logo”. The menu of HABECO‟s website is designed in a user-friendly way which enables the customers to follow the sitemap and search for their needed information in the quickest time duration. Furthermore, the logo and advertisement banner of HABECO are also eye-catching and attractive which draw attention of the customers and motivate them to come back to the website afterwards contributing to higher level of e-loyalty further.

Nevertheless, the customers are excessively not satisfied with the “consistency” of HABECO‟s website (Mean = 2.68, Mode = 3). Each page is designed in a different way with different theme colors which makes customers confused and dissatisfied. The inconsistent design of HABECO‟s website is also regarded as unprofessional by many customers and reduces the trust leading to lower e-loyalty level. Noticeably, the search engine of HABECO‟s website is also proved to be not strong enough (Mean = 2.91, Mode = 3). It is difficult for the customers to find HABECO‟s website through popular search engine like Google, Bing or CocCoc which is proved to be inconvenient for the customers as well.

Other factors including questionnaire (Mean = 3.0633, Mode = 3), information of products/service (Mean = 3.01, Mode=3), discount/promotion program (Mean=3.0167, Mode=3), and security and privacy (Mean = 3.0467, Mode=3) are of neutral satisfaction only.

4.4.3. Descriptive Analysis of Effectiveness of Social Advertising

Table 4.18. Descriptive Statistics of Social Advertising’s Effectiveness Design Informatio

As can be seen from the above table, there are five determinants related to the Social Advertising‟s Effectiveness including (1) Design, (2) Information of Product/ Service, (3) Published Price, (4) Discount/ Promotion Program, and (5) Interactivity. Among those five determinants, the highest satisfied factor is the published price (Mean=3.17, Mode=3). The prices of HABECO‟s products are published in the social pages of the company which is excessively convenient for the customers. Customers do not have to ask for the price or make other searches in order to have the information related to price of HABECO‟s products. In addition to that, the availability of discount/ promotion program of HABECO in the social networks is also of high satisfaction from the customers (Mean = 3.13, Mode=3). HABECO provides customers with numerous events in the social network whose rewards are the chance to receive free trial of HABECO‟s products or other precious awards. Customers, therefore, are encouraged to follow HABECO‟s page and share HABECO‟s events which both increase their e-loyalty to the organization and draw attention from the new customers to the organization. These events also increase the interactivity of HABECO with the customers that make numerous customers satisfied (Mean = 2.9, Mode=3). The available information of products/ services of HABECO in the social page is also of average satisfaction from the point of view of the customers as well (Mean=3.01, Mode =3).

Nevertheless, the design of HABECO‟s social page is proved to be not as good as expected (Mean = 2.82, Mode = 3). There is no distinctive feature (like HABECO‟s logo, slogan, distinctive color theme, etc.) in the design of HABECO‟s social page. The page is also arranged in a complicated way which makes many customers confused and hard to search their needed information further.

4.4.4. E-loyalty of HABECO’s customers

The e-loyalty level of HABECO‟s customers is proved to be of neutral satisfaction by the majority of the respondents (account for 46% of the total sample population). The proportion of satisfied and dissatisfied respondents is unexpectedly equal to 27% of the sample population which indicates that HABECO‟s e-loyalty is averagely high only.