Chapter 5 : Conclusion and Discussion
5.4 Research Limitation and Future Studies
There are some limitations of this research, as well as, for future studies similar topics that should be considered.
1. The researcher takes a limited time to do this research. Due to the data collection of this research interviewed Thai people in Thailand, the researcher has limited time to data collection because of the short duration from a long holiday to return to Thailand. There is a limited amount of time to access the information, if the researcher has more time may be able to access for more information because the interview is caused by face-to-face interviewees some interviewees have interesting data to collect but has no time to interviews.
2. The limitation of the area because the researcher is from Bangkok can only collect data only in Bangkok, and since the online shopping world is huge that cannot be blocked, the online shopping behavior of each province might be different. For example, a small province does not have a large department store, therefore more go online shopping than Bangkok is possible. The limitation of the area might let the researcher miss some factors about online behavior in each province.
3. For future studies, There are still has many interesting factors that research cannot find due to time constraints. If there are people studying this subject in the future, it is advisable to find more interesting and diverse factors or
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conduct research that is more data-gathering than an interview, such as, quality of platform or group online purchase (buy many pieces to get special price). If you have more time, you can study the whole country because online shopping has no limits that can be done in all areas, you may find new interesting factors.
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APPENDIX
Appendix A: The 1
stinterview
A is the interviewer and B is the interviewee.
A: Okay I start now, introduce yourself please.
B: Hello, my name is Anothai J.
A: How old are you? And what do you do?
B: I’m 31 year old. I’m government officer.
A: Do you have online shopping experience?
B: Yes
A: How often you online shopping?
B: 2 times per month.
A: How much you spend for online shopping per month?
B: 1000ntd.
A: Which website is your favorite online shopping?
B: Lazada website.
A: What factor make you be customer loyalty?
B: Promotion sale.
A: Do you have any experience that you change the website shopping?
B: Yes, True shopping but sometime I can’t find the product that I want to buy.
A: Do you think “Satisfaction” is important to make you be customer loyalty?
B: Yes, must be satisfied. Otherwise, why would go back and buy again? Satisfaction is the key to making a human do something again.
A: Do you think “Price” is important to make you be customer loyalty?
B: Yes, I online shopping because it's cheap. Going back and buying again is because I can't find a cheaper price.
A: Do you think “Customer expectation” is important to make you be customer loyalty?
B: No, probably not related. I didn't expect anything.
A: Do you think “Service efficiency” is important to make you be customer loyalty?
B: Yes, Cheap price and good service too. Including the service after sale. Certainly, going back to buy.
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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 first is the most important to you.
B: Price, service efficiency, and customer expectation.
A: Why price first?
B: I want to spend as little as possible when shopping. I means the best value.
A: Do you think “Trust” is important to make you be customer loyalty?
B: Yes, some products need trust. Such as cosmetic it’s real or fake very important, need trust.
A: Do you think “Security” is important to make you be customer loyalty?
B: What is security mean?
A: Data security such as credit card data that may lead to computer criminal.
B: Yes, it’s important. I go back to buy because it is safe no one knows my information.
A: Do you think “Privacy” is important to make you be customer loyalty?
B: Yes, The shop that updated what customers have bought, I had met, but didn’t dare to buy at all.
A: If “Trust” is consisted of security and privacy, what you think is more important?
Rearrange 1 and 2 B: Privacy then security.
A: Why privacy first?
B: If all my data is private that mean my money data is private too, I think privacy can make security. All is private no one can see no one can use my information is safe.
A: What factor make you not loyalty?
B: Lies, pictures don’t match, expensive, fake product.
A: And finally, do you have any other factors that you think are relevant to your loyalty in addition to those mentioned above?
B: The real product doesn’t look like image for sale, fake product. If order and after that I know it the fake one when I receive it, I feel bad.
A: Okay that’s all for today. Thank you to let your time for me.
B: No problem, you’re welcome.
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Appendix B: The 2
ndinterview
A is the interviewer and B is the interviewee.
A: Start with introduce yourself first, name age and occupation.
B: My name is Siriprapha J. I’m 29 years old. Now, I’m student.
A: Do you have online shopping experience?
B: Yes
A: I will start with first question. How often you online shopping?
B: 2 times per month.
A: How much you spend for online shopping per month?
B: 10,000ntd
A: Which website is your favorite online shopping?
B: I always use Facebook.
A: What factor make you be customer loyalty?
B: Trustworthiness of stores and sales person.
A: Do you have any experience that you change the website shopping?
B: Yes, before I online shop on Shopee.
A: Why you change to online shop on Facebook?
B: The real product didn’t look same as image that the seller posted to sale then I changed.
A: Do you think “Satisfaction” is important to make you be customer loyalty?
B: Yes, if I’m not satisfied with the shop I will not back to shop again. If I back to buy again that's means I satisfied something from that shop may be the product or maybe the seller.
A: Do you think “Price” is important to make you be customer loyalty?
B: Yes, but not the most it’s depend on quality of product.
A: Do you think “Customer expectation” is important to make you be customer loyalty?
B: Yes, I expect to have a good quality as same as the first time or better than that.
A: Do you think “Service efficiency” is important to make you be customer loyalty?
B: Yes, the seller must have a good service mind to service their online customer.
When I’m a customer I also need good service too. Good service will remind me
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that this shop welcoming, like a good talk I would like to order again. But it all depends on the goods at that time do I want to buy it or not.
A: If “Satisfaction” consisted of price, customer expectation, and service efficiency, what you think is the most important? The way to answer is rearrange 1, 2, and3 by 1 is you think it’s the most important to you.
B: Service efficiency, customer expectation, and price.
A: Why service efficiency first?
B: Most important to me is the service, I need the good service. They need to post as more as possible detail, quick answers for my question, and quick sent the product when I order. Price is the last one because it’s depend on the product I shop. I always know the price which price is real or fake.
A: Do you think “Trust” is important to make you be customer loyalty?
B: Yes, if unreliable I probably won't return to order again.
A: Do you think “Security” is important to make you be customer loyalty?
B: Yes, online shopping links with private data need security.
A: Do you think “Privacy” is important to make you be customer loyalty?
B: Yes, online still has some information that not necessary but it’s better if all can be hidden from the other.
A: If “Trust” is consisted of security and privacy, what you think is more important?
Rearrange 1 and 2 B: Privacy and security.
A: Why?
B: When we have privacy then the secure will followed.
A: What factor make you not loyalty?
B: No details, dishonesty to customer.
A: And finally, do you have any other factors that you think are relevant to your loyalty in addition to those mentioned above?
B: Fan page, clear image, clear information, live sale should tell the time clearly, and marketing advertise.
A: That’s all for my question, thank you so much to be here today.
B: You’re welcome.
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Appendix C: The 3
rdinterview
A is the interviewer and B is the interviewee.
A: Please introduce yourself.
B: My name is Pittinun P. Now I’m 35 years old.
A: What do you do?
B: Student.
A: And do you have online shopping experience?
B: Yes
A: So, Could I start now? First question, how often you online shopping?
B: Sometimes.
A: How often per month?
B: Once per month.
A: How much you spend for online shopping per month?
B: Around 4,000ntd
A: Which website is your favorite online shopping?
B: I always shopping on Facebook.
A: Why you always shopping on Facebook?
B: Because Facebook is easy to contact with seller.
A: You mean contact with seller by chatting?
B: Yes, I can contact them directly by messenger to ask more information or picture other website is hard to contact seller. And in daily life I always use Facebook, if use other website for shopping it might have to download other application to my phone. Maybe that application I don’t often use. Lately, on Facebook is easily to saw advertise and click to see it, like that.
A: And do you has experience change website shopping?
B: Yes, I had online shopping experience on Lazada before.
A: How was it?
B: It was okay but sometime hard to contract the seller. I have to call them directly so it didn’t convenient as Facebook.
A: So you change platform shopping because it hard to contract the seller?
B: Yes, and Facebook easier to using.
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A: Okay, next question. Do you think “Satisfaction” is important to make you be customer loyalty?
B: Yes, if I satisfied when I have received that item at the first time I will back to shop others but I also look at other things such as appearance, products, clarity, honesty, reviews, and pictures.
A: How about price? Do you think “Price” is important to make you be customer loyalty?
B: Yes, when shopping I will look at many websites to compare price but if prices have a few different I will choose which shop more trust.
A: So you didn’t choose the cheapest shop?
B: Yes, I looking for acceptable price but lastly is trust because all shop have close price.
A: Do you think “Customer expectation” is important to make you be customer loyalty?
B: No, not that much. It would be about satisfaction more than expectations.
A: Do you think “Service efficiency” is important to make you be customer loyalty?
B: Yes. When I ask some questions, the seller should reply as quickly as possible and the way they answer should be polite, let me feel friendly or sometimes they can remember my name. It’s made me feel happy.
A: If “Satisfaction” consisted of price, customer expectation, and service efficiency, what you think is the most important? The way to answer is rearrange 1, 2, and3 by 1 is you think it’s the most important to you.
B: Service efficiency, Price, and customer expectation.
A: Why you choose “Service efficiency” the first?
B: Because you will know the price when you want to shopping but I interesting in efficiency more than the price. I think price of all shop will be close because the competition is high. Each store must already know each other. It must see competitors and then have to set similar prices already.
A: Next, do you think “Trust” is important to make you be customer loyalty?
B: Yes. As I said above, trust is important to me. It’s will be the first reason to choose a shop for online shopping.
A: Do you think “Security” is important to make you be customer loyalty?
B: What is your security mean?
A: Data security such as credit card data that may lead to computer criminal.
B: Yes for sure.
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A: Can you give me some reason why yes?
B: It’s kind of important thing to relate money data if it isn't secure someone else can take my money.
A: Do you think “Privacy” is important to make you be customer loyalty?
B: And what your privacy mean? I mean what kind of it?
A: All types of your data when you online shopping such as personal information or purchase history that will be saved on a computer system.
B: Yes, my information doesn't want other people to know.
A: Then, if “Trust” is consisted of security and privacy, what you think is more important? Could you rearrange 1 and 2, and let the most important to you be the first one, please.
B: Security then privacy A: And tell me why?
B: From you mention before, about money data is important that myself information.
Self-information just data but money data will effect money in my account.
A: What factor make you not loyalty?
B: The product didn’t same as the picture that the seller post.
A: And finally, do you have any other factors that you think are relevant to your loyalty in addition to those mentioned above?
A: And finally, do you have any other factors that you think are relevant to your loyalty in addition to those mentioned above?