A study of service quality in online shopping in Vietnam electronic retailing market: an application of Kano model

• Main Authors: NGUYEN THAI HUNG, 阮泰興
• Other Authors: Gu Hong-lin
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/19926865702645724860

碩士 === 國立高雄應用科技大學 === 製造與管理外國學生碩士專班 === 102 === The internet explosion has opened the door to a new electronic world. Consumers are now able to use the Internet for a variety of purposes such as research, communication, online banking, and even shopping. The Internet is rapidly becoming a main method of communication and of conveniently conducting business. Online shopping is becoming more and more common as a mode of purchase. With the developing rapidly and impressively of shopping online in Vietnam, Forecast to continuously increase in the coming years. However, to better understand the relationship between performance element and customer satisfaction and to optimizing in multiple services by identifying the key quality attributes in customer satisfaction. This study used the Kano model to study service quality in online shopping in Vietnam electronic retailing market by base on 4 service groups to identifying 20 qualities attributes related customer satisfaction. Questionnaire was used to collect data. Kano evaluation was used for data analysis and showed that “Friendly customer service representative” and “Reliable and enthusiastic shipper” respectively has the maximum and minimum impact on customer satisfaction. The analysis also showed that “Resolved problem quickly” and “Ease of making returns/exchanges” has the maximum and minimum impact on customer dissatisfaction.