A is the interviewer and B is the interviewee.
A: Hello, Let’s start with you introduce yourself.
B: Yes, Hello, I’m Pacharakit D., 30 years old. And I have my own business so I’m business Owner.
A: Do you have online shopping experience?
B: Yes.
A: How often you online shopping?
B: Twice a month.
A: How much you spend for online shopping per month?
B: Around 3000ntd per month.
A: Which website is your favorite online shopping?
B: Lazada website.
A: What factor make you be customer loyalty? What make you still shopping on Lazada?
B: Seller service and some promotion.
A: Do you have any experience that you change the website shopping?
B: Yes, I had online shopping on Shopee.
A: Why you change?
B: I don’t found the product want to buy.
A: Do you think “Satisfaction” is important to make you be customer loyalty?
B: Yes, Satisfaction makes me still back to shopping that shop.
A: Do you think “Price” is important to make you be customer loyalty?
B: Yes, cheap price is better. I can keep the money to spend on other things.
A: Do you think “Customer expectation” is important to make you be customer loyalty?
B: Yes, the first time is not. But I think I expect to have a service mind the same as the first time.
A: Do you think “Service efficiency” is important to make you be customer loyalty?
B: Yes too, the service mind can show the attention of the seller. I’m not sure every people want to be an important person or not but I want. I want to ask more information want the seller to pay attention and take time to answer me.
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A: Okay next, if “Satisfaction” consisted of price, customer expectation, and service efficiency, what you think is the most important? Rearrange 1, 2, and 3
B: Service efficiency, price, and customer expectation.
A: Why service efficiency first?
B: I’m looking for the service after sales such as cover the damaged goods when reaching me. I need a product warranty.
A: Do you think “Trust” is important to make you be customer loyalty?
B: Yes, it kind of hides service. We trade together but didn’t see each other so trust is important for the second time shopping.
A: Do you think “Security” is important to make you be customer loyalty?
B: Yes, it’s kind of sensitive but important. If safe, then I will back to the shop again.
A: Do you think “Privacy” is important to make you be customer loyalty?
B: Yes for sure, all of my information I don't want other people to know.
A: If “Trust” is consisted of security and privacy, what you think is more important?
Rearrange 1 and 2, let the first is more important to you.
B: Privacy and security A: Why privacy first?
B: It’s kind of similar but I think that if there is privacy everything will be safe, for example if we go to buy a product and reviews but friends found that we review sometimes I don't want my friends to know that I bought this product.
A: What factor make you not loyalty?
B: Manners seller, and product quality.
A: And last one, do you have any other factors that you think are relevant to your loyalty in addition to those mentioned above?
B: Giveaway product, product quality, and promotion. I think these 3 things can be the motivation to let me back to shop at the same shop.
A: Okay, Finished. Thank you for today.
B: Thank you.
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Appendix J: The 10
thinterview
A is the interviewer and B is the interviewee.
A: Hello, I started record this interview. Please introduce yourself.
B: Okay. Hello, I’m Phanurat M.
A: How old are you?
B: 32 years old.
A: What do you do?
B: I’m a teacher.
A: Do you have online shopping experience?
B: Yes.
A: How often you online shopping?
B: Once per month.
A: How much you spend for online shopping per month?
B: Per month? 2000ntd.
A: Which website is your favorite online shopping?
B: Facebook
A: What factor make you be customer loyalty? What made you still shopping on Facebook?
B: I always use Facebook, and its pop up.
A: Pop up?
B: Yes, advertise always pop up depend on what I’m interesting at that time.
A: Do you have any experience that you change the website shopping?
B: Yes, had experience online shopping with Instagram.
A: Do you think “Satisfaction” is important to make you be customer loyalty?
B: Yes, I prefer shopping online to find something that I satisfied with more than walk-in shopping at the department store.
A: Do you think “Price” is important to make you be customer loyalty?
B: Yes, the price must be reasonable. If the price doesn't make a sense, don't go back and buy again.
A: Do you think “Customer expectation” is important to make you be customer loyalty?
B: Yes, I’m expect to have new experience that better than the first time.
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A: What does it mean?
B: When I go back to online shopping expect to have a good experience again.
A: Ah, got it. Do you think “Service efficiency” is important to make you be customer loyalty?
B: Yes, good service made me loyalty too. Good service is mean the seller really care customer that made me feel important.
A: If “Satisfaction” consisted of price, customer expectation, and service efficiency, what you think is the most important? Rearrange 1, 2, and 3, let the most important to you be the first one.
B: Service efficiency, price, and customer expectation.
A: Why service efficiency first?
B: Because it effect to trust, so I can be confident that I can actually get the product.
A: Good service mean trustworthy?
B: Its part of it, the scam isn’t very interesting to sell. Probably just want to get some money and go.
A: Okay, do you think “Trust” is important to make you be customer loyalty?
B: Yes, online shopping is cheap but has to be exchanged with trust. Must believe in the first time that after transferring money I’ll receive the product. Once reliable, then okay I can go back and buy again.
A: Do you think “Security” is important to make you be customer loyalty?
B: Yes, all my data online should be secret for my safety. Especially, financial information to prevent people from stealing data for abuse so is important.
A: And, do you think “Privacy” is important to make you be customer loyalty?
B: What online data is privacy relate to?
A: Your base information or time and things you online shop.
B: Purchase history?
A: Yes.
B: Then yes, it should be a secret from everybody. It has some kind of thing I don’t want people to know that I buy it so I bought it online.
A: What kind of it?
B: Such as personal belongings or some limited edition of collectible.
A: Next, if “Trust” is consisted of security and privacy, what you think is more important? Rearrange 1 and 2, let first more important to you.
B: Security and privacy.
A: Why?
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B: I think if it’s secure there will be the privacy follow after that.
A: And what factor make you not loyalty?
B: Product quality. If all is good but except quality, bought but that goods can’t use.
I pay for what? A little waste of money, so let use with other thing is better.
A: And last one, do you have any other factors that you think are relevant to your loyalty in addition to those mentioned?
B: Promotion and product quality. Good and cheap is the best.
A: Yes, that all for today. Thank you for let me interview today.
B: Welcome and thank you too.