Variables

3.3.1 Dependent variable

E- Loyalty: Loyalty concept have emerged and come back to early decade of 1940. Richard Oliver is the person who offered the most comprehensive definition. He argued that “loyalty is described as a strong commitment for repeated buying of the same product or for services in future in spite of marketing efforts of other competitors” (Oliver, 1999). It can be assessed by various ways; one of the ways of measuring E-Loyalty is through perceived service quality, E- Satisfaction and E- Trust.

The following table presents a scale evaluating overall E- Loyalty in SMEs in Vietnam, based on the design form of Mustafa I. (2011). These included questions to show online customer loyalty of the firms. Three questions would be delivered and using Likert’s interval scale from

“1=Strongly Disagree, 2=Disagree, 3=Neutral, 4=Agree, and 5 = Strongly Agree.” to catch the points.

Table 3.1 Measurements of e- loyalty

E- Loyalty (LOY)

LOY 1. I will continue to make a purchase from the Web site in the near future.

LOY 2. I do recommend that others use the Electronic Commerce services.

LOY 3. My preference for the Electronic Commerce would not willingly change.

3.3.2 Independent variables

3.3.2.1 Perceived service quality

Perceived service quality reflects customers’ opinion of the product/service’s ability to fulfill their expectations. It is based on the company’s image, customer’s experience with the company’s other product/service, the leaders’ opinion, and customer’s peer group.

Operating variables

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User interface, responsiveness, personalization and perceived security are four dimensions that construct the service quality.

The table presents a scale evaluating perceived service quality in SMEs in Vietnam based on the mixed design form some researchers. Twelve questions would be delivered and using Likert’s interval to catch the points.

For UIQ, REP

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=Very important, 5 = Essential

Table 3.2 Measurements of Perceived Service Quality

Independent (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 Service Responsiveness (REP)

REP1. It is easy to get in contact with the online organization which provides the online services.

Norizan, M. &

Nor, A. (2008) REP2.The online organization is

interested in getting feedback.

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3.3.2.2 E- Satisfaction

Satisfaction is related to a pleasurable level of consumption fulfillment that include levels of under-or-over-fulfillment (Oliver, 1981). Tse & Wilton (1988) raised the view that “satisfaction is the evaluation of the perceived discrepancy between prior expectations and the actual performance after the consumption”.

The table presents a scale evaluating overall E- Satisfaction in Vietnamese SMEs based on the design form of Mustafa I. (2011). These included questions to show online customer loyalty of the firms. Three questions would be delivered and using Likert’s interval scale from “1=Strongly Disagree, 2=Disagree, 3=Neutral, 4=Agree, and 5 = Strongly Agree.”

REP3. The online organization is prompt in replying to queries

Perceived Personalization (PSL)

PSL 1. I feel my personal needs have been met when using the site or doing transactions with the online organization.

Norizan, M. &

Nor, A. (2008)

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.

Mustafa I.

(2011) PSR 2. The Web site has sufficient

technical capacity to ensure that the data I send cannot be modified by hackers PSR 3. Purchasing on the Web site will not cause financial risk

21 Table 3.3 Measurements of e- satisfaction

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.

3.3.2.3 E- Trust

The benefits and advantages of trust to any businesses have been widely recognized. Luhmann (1988) described trust as “a risky advance concession in the hope or expectation of a positive outcome”. Trust has also been characterized as “the willingness of a party to be vulnerable to the actions of another party based on the expectations that the other party will perform a particular action important to the trust, irrespective of the ability to monitor or control that other party”

(Mayer et al. 1995).

The table presents a scale evaluating overall E- Trust in Vietnamese SMEs, based on the design form of Mustafa I. (2011). These included questions to show online customer loyalty of the firms.

Three questions would be delivered and using Likert’s interval scale from “1=Strongly Disagree, 2=Disagree, 3=Neutral, 4=Agree, and 5 = Strongly Agree.” to catch the points.

Table 3.4 Measurements of e- trust

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.

3.3.2.4 Demographic Factors

In this part of participants’ background, the research would like to acquire based on five main

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items including age, gender, monthly income, job and mobile operators which customers use.

1. Age group: Basing on three criteria comprising of less than 25, 25~ 40, and greater than 40 2. Gender: Grouping in male and female.

3. Monthly Income: Dividing into four types which are under 3 million VND, 3~7 million VND, 7~ 15 million VND, and over 15 million VND.

4. Job: Including Student, Employee

Table 3.5 Measuring scale for demographic factors

Variable Scale Objective

Age group Nominal The paper wants to consider how difference about the level of loyalty among target users to online service based on age group, gender, income, and job.

Gender Nominal Monthly Income Rate

Job Nominal