The study of customer satisfaction in the case of vietnamsach.com.vn
Abstract
In recent years, E-business continues to grow rapidly, specifically in field
of online bookstore. The objective of the thesis is to investigate the factors that influence on Vietnamsach’s customer satisfaction .
After reviewing several literatures, the conceptual framework that adopted (Josua Tarigan, 2008) consisting of three independent factors and one dependent factor was developed. To test the impact of service quality on customer satisfaction, the linear regression test that was supported by SPSS has been used. The data for analysis was collected from 117 Vietnamsach’s customers. The main finding of this study indicate a set of the most important factors that are significantly and positively related to customer/user satisfaction. A clear understanding of the relationships among the studied variables: Usability, Information quality, Service interaction quality and User satisfaction, might encourage Vietnamsach to figure out appropriate course of action to win customers’ satisfactions by providing better services in order
to create a loyal customer base.
Based on the finding, there are some solutions are suggested for Vietnamsach in order to improve the customer/user satisfaction by improving the website’s Usability, Information quality and Service interaction quality.