| dc.description.abstract | The research “A comparison of customer satisfaction of traditional and online
bookstores in Ho Chi Minh city” was conducted with the purpose to develop a
conceptual framework studying the satisfaction of customers in the physical and
virtual bookstores. Moreover, the researcher also aims to make a comparison of the
level of customer satisfaction, as well as the dimensions included in this term between
these 2 styles of book-retailing.
The period within this research was conducted was from December 2014 to April
2015, following the procedure which is shown in the research process (figure).
The main tools applied in this study is the RSQS developed by Dabholkar et al.(1996)
and supplements from the empirical models of Bel at al. (2001) and Madan
etal.(2012). After the proposed research model, which was abed on reviewing of
literature review, was built, the measurement scale was developed and applied in the
questionnaire design. This was followed by the pilot test, the survey was adjusted
and revised to be suit with the studied contexts.
The data collected from 228 valid surveyed answers were analyzed by SPSS software
(version 20). After the analysis process which included descriptive statistic, reliability
test, factor analysis and regression analysis, it has been found out that traditional and
online bookstores share the same 3 determinants of customer satisfaction: Personal
Interaction, Problem-solving and Product. Besides, the satisfaction of the customers
of traditional bookstores has 1 more components: Physical Aspect. Meanwhile,
customers of e-bookstores are satisfied with “Reliability and perceived benefits”,
“Appearance”, “Convenience” and “Policy”. | en_US |
