BUSINESS RESEARCH METHOD JUNE 2018 SEMESTER

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BMBR5103 BUSINESS RESEARCH METHOD JUNE 2018 SEMESTER

Table of Contents CHAPTER 1: INTRODUCTION TO THE BASIS OF RESEARCH TOPICS, OBJECTIVES AND SCOPE OF RESEARCH, PRATICAL SIGNIFICANCE OF THE RESEARCH TOPIC

1

1.1 Introduction 1

1.1.1 Online sales market in Vietnam 1

1.1.2 Lazada Viet Nam 1

1.2 Reason for choosing topic 2

1.3 Objectives of the study: 2

1.4 Scope and Objectives of the Study 3

1.5 Practical implications 3

1.6 Structure of research report: 3

CHAPTER 2: THEORETICAL STRUCTURE & RESEARCH 4

2.1 Theoretical background 4

2.1.1 The satisfaction 4

2.1.2 Model of customer satisfaction under relationship function 4

2.2 Research Models 7

2.2.1 Research Methods 7

2.2.2 Model Research Proposal 7

2.2.3 Concepts in model 8

CHAPTER 3:METHODS OF RESEARCH, PRESENTATION OF RESEARCH PROCESS, MEASURING SCALE 10

3.1 Methodological Design 10

3.2 Develop a scale 13

3.2.1 Price Scale Factor 13

3.2.2 Scale of factors Quality of products 13

3.2.3 Scale of factors Quality of delivery 13

3.2.4 Scale of factors Convenience 13

3.3 Scale 14

CHAPTER 4: PRESENTATION OF RESEARCH RESULTS, SCALE MEASUREMENT, FACTOR ANALYSIS, MODEL TESTING AND RESEARCH HYPOTHESES 14

4.1 Research sample statistics 14

4.1.1 Frequency statistics 14

4.2 Analysis of results 19

4.2.1 Cronbach's Alpha 19

4.2.2 Analysis EFA 22

4.2.3 Analysis Correlation 25

4.2.4 Analysis Regression 27

4.2.5 Determine the variance difference of quanlitative variables 31

CHAPTER 5: SOLUTIONS TO ENHANCE CUSTOMER SATISFACTION 34

5.1 Summary of research result and recommendations 34

5.1.1 Summary of research results: 34

5.1.2 Recommendations 35

CONCLUSION 37

REFFERENCE 38

CHAPTER 1: INTRODUCTION TO THE BASIS OF RESEARCH TOPICS, OBJECTIVES AND SCOPE OF RESEARCH, PRATICAL SIGNIFICANCE OF THE RESEARCH TOPIC 1.1 Introduction

1.1.1 Online sales market in Vietnam

The Internet is growing and people's purchasing power is increasing Today, the online market isexpanding more and more online in Vietnam, so many items are sold online online and achievedmany results as expected

The online sales market accounts for a large share of total market share With many add-ons such asfast and convenient, online sales are growing fast and are more trusted than regular purchases

1.1.2 Lazada Viet Nam

Lazada Vietnam is an e-commerce trading platform, offering products on a wide variety ofproducts such as furniture, phones, tablets, fashion and accessories, health care products,beauty, toys and sports equipment, household appliances

Lazada Vietnam is part of Lazada Group, a multinational e-commerce corporation andcurrently has subsidiaries in Indonesia, Philippines, Singapore, Thailand and Malaysia.Lazada Founded in March 2012, at a time when Internet, social networking and mobiledevices in Vietnam has grown rapidly, it is time to see the potential of e-commerce grow

In December 2012, in order to encourage users to participate in online shopping, Lazadaorganized Lazada's Online Revolution, a large-scale online shopping and media campaign

So far, this has become an annual event at Lazada.vn every year

In 2015, the Lazada Online Shopping Revolution in Vietnam has attracted 1.5 millionvisitors with 100,000 orders in the last three days of the campaign Of that, 50% of totalprogram revenue comes from Andoid and iOS mobile platforms, confirming the futuredevelopment of M-Commercer

Lazada's direction is the market place model - the middleman in the process of buying online InJanuary 2016, Lazada Vietnam confirmed that the company is currently working with 3,000

suppliers with 500,000 different products In addition, Lazada offers merchants other services such

as simple payment procedures, transportation services and professional customer care

In order to improve the closed delivery process, Lazada continues to invest in infrastructure andtransportation

In 2013, Lazada Vietnam inaugurated the first warehouse in Vinh Loc Industrial Park, Ho Chi MinhCity Shortly thereafter, a co-ordinating center was opened in the South East in 2014 to serve thegrowing number of clients in the region

By March 2016, Lazada Vietnam has 35 coordination centers and a team of Lazada Express (LEX)provided by the company to support direct shipping (FBL) to the vendor

1.2 Reason for choosing topic

Services are growing strongly in the economic structure of our country In addition to the diversity

of services, we also need to pay close attention to consumer attitudes and satisfaction This is animportant factor in assessing the failure of the service sector

At present, the attitudes and satisfaction of consumers is always a concern of enterprises InVietnam, the study of consumer satisfaction in the e-commerce market is limited because it is acomplex social, technological, behavioral and psychological phenomenon Therefore, this study wasconducted to identify the factors that help maintain consumer satisfaction in the e-commercemarket, namely Lazada, which will help businesses adjust Its the best service in the market This is

an important and necessary issue in the development of the modern economy

1.3 Objectives of the study:

In our country, the research on service satisfaction is not yet common and popular and above all stillnot applicable and practical So this study aims to:

- Assess the satisfaction of customers when buying at Lazada

- Analyze factors influencing customer satisfaction on service quality in Lazada

- Proposing solutions to improve the quality of purchase services at Lazada

1.4 Scope and Objectives of the Study

Research scope in Ho Chi Minh City

Study subjects: Those who are using Lazada's services in Ho Chi Minh City.

Research content: Customer satisfaction when shopping at the Lazada online channel

1.5 Practical implications

The results of the research will provide Lazada with information on the level of satisfaction as well

as the factors that affect the level of satisfaction of customers From there Lazada can:

- Strategic planning to develop the service to a higher level and more perfect

- Improve the quality of products of various types, models, services attached to: delivery, returngoods, to meet the needs of customers

- Improve marketing activities to bring more revenue to Lazada

- Improve customer care services to improve customer loyalty and find new customers

1.6 Structure of research report:

The research report is divided into six chapters:

Chapter 1: Introduction to the basics of research topics, objectives and scope, practical implications

of research topics

Chapter 2: Presentation of theoretical foundations and prior studies used as the basis for theresearch It then develops a model of research that proposes and makes assumptions about thecorrelation between the factors in the research model

Chapter 3: Methods of research, presentation of research process, scale construction, criteria formeasuring scale, sample design and questionnaire

Chapter 4: Presentation of research results, scale measurement, factor analysis, model testing andresearch hypotheses

Chapter 5: Explanation of research results, recommendations,

Chapter 6: Conclusion

CHAPTER 2: THEORETICAL STRUCTURE & RESEARCH

THEORETICAL BACKGROUND AND SOME MODELS OF SATISFACTION

- Overall, according to Parasuraman et al (1991), there are five factors that affect customer

satisfaction:

(1) Reliability: the ability to perform services as promised and accurate

(2) Responsiveness: the willingness to help the customer and quickly

(3) Assurance: The qualities of the employee will create trust for the customer,

professionalism, courtesy, respect for the customer, the ability to communicate

(4) Empathy: staffs are easy to approach, pay attention to customers, create peace of mind (5) Tangible means: the appearance of facilities, equipment, products, personnel, materials and materials used for communication

2.1.2 Model of customer satisfaction under relationship function

Customer Satisfaction Model by Parasuraman Relationship Functions, 1994

According to the above model, customer satisfaction depends on the characteristics of products,services and relationships

Customer satisfaction is made up of two components:

Satisfaction: Satisfaction is achieved by the purchase of good quality goods or services atreasonable prices

Relationship: The relationship that comes from the business process that accumulates over time,such as trust in the service provider, the expertise of the employee, the customer service attitude .Functional satisfaction and relationships are influenced by the following factors:

- Price: is the value of the product or service value is converted into money The price depends onmany factors such as quality, brand, service The trend of consumers today is that they are willing

to pay a high price to get a product or service there good quality Therefore, value also has a certainimpact on customer satisfaction

- Product quality:

Based on the following characteristics:

• Main features: main operating characteristic or basic functionality of the product

• Special features: complementary to basic functionality and feature enhancing features

CUSTOMER

SATISFACTION

FUNCTIONAL FUNCTIONALITY

PRICE

QUALITY OF SERVICE

PRODUCT QUALITY

RELATIONSHIP

CONTACT SERVICEQUALITY RELATIONS

• Reliability: the probability of successfully executing a specified function over a specified period

of time and under certain conditions The reliability of the product is usually measured by the meantime of first failure or the average time between failures However, these measures require that theproduct be used for a specified period of time and that it is not appropriate in cases where theproduct or service is used or consumed immediately

• Relevance: The extent to which the design and operating characteristics of the product complywith the standards

• Durability: product life Durability can be defined as the duration of use of a product before it is depreciated to a level that has to be replaced without repair

• Convenience: ability, politeness and speed of repair

cure The cost of repair is not only the cost of repair, it includes all aspects of the loss and

inconvenience of equipment downtime, service team attitudes and the number of repairs Success for an incident

• Aesthetics: How the product looks, feels, sounds, smells, and taste of the product Aesthetics depends a lot on individual preferences This is a highly subjective characteristic

• Awareness: the reputation of a company Customers do not always have complete information about the characteristics of the product or service, in which case, the reputation of the company is the only basis for them to compare between brands

- The quality of service:

Based on the following characteristics:

Trust: the ability to perform a promised and accurate service

• Feedback: the willingness to help the customer and quickly and start the service delivery

• Assurance: The qualities of the employee will create trust for the customer, professionalism,courtesy, respect for the customer, the ability to communicate

• Sympathy: Service staffs are easy to approach, pay attention to customers, create peace of mind

• Visibility: the appearance of facilities, equipment, personnel, materials and materials used for communication

Contact service and quality of relationship: factors related to the professional level, attitude of employees doing exactly what is committed, reputation with customers will affect customer satisfaction.

2.2 Research Models

2.2.1 Research Methods

The research focused on information from customers using the purchase service at Lazada in HoChi Minh City on the factors that affect the satisfaction and satisfaction of customers To ensure thescience, research done in two steps:

Primary data research: Primary information is presented through questionnaires, interviews I used aquestionnaire survey technique in Ho Chi Minh City to collect data Samples were chosenaccording to the nonlinear, convenient method with sample size n = 151 This study aimed to testthe measurement scale and the research model, from which the assessment and proposal were made.Quantitative Quantitative Analysis: I use quantitative research methods for related factors.Quantitative research includes technical analysis, direct data collection through questionnairesurveys on the Google form This method helps me to receive the information accurately,objectively and respond quickly to customers about the business Then, the recovered data will beprocessed with the support of the statistical management software SPSS Data Statistics 20 alongwith analysis, summary information survey

2.2.2 Model Research Proposal

SATISFACTION PRICE

- Long shelf life

- Information that accurately describes the characteristics and features of the product

- Product is in intact state

The quality of delivery service Quality of service delivery

according to customer's perception

- Fast delivery

- Delivery everywhere

- Quality of packing

- Enthusiastic delivery staff

Convenience Search and purchase procedures

-Your payment information is

From the above model, the hypothesis is stated as follows:

H1: "Price" affects the level of customer satisfaction when shopping through Lazada

H2: "Quality of products" affects the level of customer satisfaction when shopping through LazadaH3: "Quality of shipping service" affects the level of customer satisfaction when shopping through Lazada

H4: "The quality of the means of order" affects the level of customer satisfaction when shopping through Lazada

H5: "Convenience" affects the level of customer satisfaction when shopping through LazadaH6: "Customer service" affects the level of customer satisfaction when shopping through Lazada

CHAPTER 3:METHODS OF RESEARCH, PRESENTATION OF RESEARCH PROCESS, MEASURING SCALE

Methods of research, presentation of research process, measuring scale, criteria for

The study time frame is from 8:00 am to 24:00 pm from July 1, 2008 to July 21, 2018 and casestudies are random

The results of the survey will be recorded on Goole Drive and exported into excel file, after theresult table, I proceeded to encode the result from alphanumeric characters to be able to run SPSSprogram The gender will be coded as follows: "Male" = 1, "Female" = 2, "LGBT" = 3, age willalso be broken down by level, and occupation will also have 4 professions Mainly as Student,Officer, Worker, Housewife, we encode numbers 1,2,3,4 However, for some questions that havemultiple answers, we will encode with two numbers 1 and 0, with the value selected being 1 and thevalue not selected being 0 When studying the level Satisfied, we will have 5 Likert scale: Verydissatisfied, Not satisfied, Normal, Satisfied, Very satisfied, we encrypt the scale on the number 1,

2, 3, 4, 5

Qualitative research:

Based on the results obtained by the customer using the services of Lazada and hence based on theresearch model of the expert mentioned above, to make a measurement of the corresponding results.Quantitative research:

Conduct a preliminary survey of customer satisfaction through the link sent from mail to about 151people frequently buy online Then conduct a survey by mail from some customers regularlypurchase on the Lazada online

Analytical methods

- Cronbach’s Alpha

Meaning: The reliability of the scale is estimated using the cronbach's alpha coefficient Thecronbach's alpha coefficient is a statistical test used to test the tightness and correlation between theobserved variables

Target: According to Nunnally BerlStein (1994), variables with corrected Item-Total Correlationwere greater than 0.3 and cronbach's alpha coefficient greater than 0.6 would be accepted andcontinued to go the analysis later

- Exploratory Factor Analysis

Meaning: The Exploratory Factor Analysis (EFA) is a technique for minimizing and summarizingdata that is very useful for identifying the set of variables needed for a research problem Therelationship between mutually relevant variables is considered in the form of a number offundamental factors Each observation variable will be weighted as a factor called factor loading,which tells the researcher what individual variables to measure

Target: The KMO (Kaiser-Meyer-Olkin) coefficient is required to be in the range of 0.5 <KMO <1

In addition, the factor load factor of each observation variable must be greater than 0.45, thestopping point when Eigenvalue (representing the variance explained by each factor) is greater than

1 and the total covariance used is explained by each factor (Gerbing & Anderson, 1988) In addition

to using the Bartlet test, the hypothesis of the correlation between the observed variables in thewhole is considered Bartlet calibration must be statistically significant (Sig <or = 0.05), theobserved variables are correlated in the overall

- Mean test method

Meaning: The test for the mean difference between the two groups of a qualitative variable and aquantitative variable means that when we need to compare the mean value for one of the tworesearch indicators between two our object of interest.

Target: Levene's Sig test for Equality of Variances if less than 0.05, we conclude that the variance

of the two groups is not equal Continue to observe the Sig value of the T-Test for Equality of Meancolumn, Equal variances not assumed, and in contrast to the Sig of the Levene's Test for Equality ofvariances if greater than 0.05 In both cases, if the value of the second table is greater than 0.05,there is no difference in average between the two groups

- Regression analysis method

Meaning: The regression analysis method allows to derive the last regression equation which includes the direct impact factor on the satisfaction level

Target: Regression analysis should ensure the following principles:

• The method of introducing variables into regression analysis is the one-to-one method of

introducing each variable into the Stepwise model

• Check the Adjusted R Square system to determine the suitability of the model

• Examine the Sig value <0.05 and the F coefficient in the ANOVA table to verify the fit of the regression model to the sample population

• Examine the variance coefficient VIF (Variance inflation factor) included in (1, 10) to examine the multi-collinearity

• Evaluate the level of impact of weak or strong variables on satisfaction through the Beta

coefficients in the Coefficient table

3.2 Develop a scale

3.2.1 Price Scale Factor

Code of factor Name Factor

GC1 The price of the product is reasonable

GC2 Transportation costs and reasonable charges

GC4 Good incentives for member customers

Table 1 Scale of Price factor

3.2.2 Scale of factors Quality of products

characteristics and features of the product

Table 2 Scale of factor The quality of Product

3.2.3 Scale of factors Quality of delivery

Table 3 Scale of factors Quality of delivery

3.2.4 Scale of factors Convenience

Table 4 Scale of factors Convenience

3.2.5 Scale of factors Customer Service

Table 5 Scale of factors Customer Service

CHAPTER 4: PRESENTATION OF RESEARCH RESULTS, SCALE MEASUREMENT, FACTOR ANALYSIS, MODEL TESTING AND RESEARCH HYPOTHESES

4.1 Research sample statistics

The sample size is 151 customers, of which 76 are male, 50% are female, 63% are female, 42% and

Out of 151 customers, there are 8 customers under 18, accounting for 6%; 35 clients are aged 18-24,accounting for 23%; 33 customers aged 25-29 Age from 30-44 accounts for the highest rate of 29%with 44 clients; Twenty-five customers aged 45-50 accounted for 15% of the total, and the last eightwere over 5%.

In terms of occupation, students and office workers account for the highest proportion, of which 58 are students, accounting for 38%; followed by office workers up to 78 people accounting for 52%; followed by the group of active clients is 11 people, accounting for 7% and housewife only 4 people, accounting for 3% of the total.

GC2 151 1 5 3,79 1,284

Valid N (listwise) 151

Table 10 Descriptive statistics about the price factor

From the results of the statistics table, we find that the average value of the variables are 3.00 orhigher, in which people evaluate the transportation costs of Lazada is the most reasonable becausethe average value of 3.79 prices Mean, and most respondents agreed with the content of the abovefour sentences The standard deviation of the variables is higher than 1, indicating that the opinions

of people are relatively different for each issue, the variability of observed values around the mean

is relatively large Similarly, we also have a descriptive statistics table of the remaining variables

Valid N (listwise) 151

Table 11 Descriptive statistics about the quality of product

The majority of customers are satisfied with survey questions such as: genuine goods, long-term use, information accurately depicts the features of products, products when delivered in the raw state The majority of customers are satisfied with CLSP1 and CLSP4

Table 12 Descriptive statistics about the quality of delivery

Lazada's delivery quality is quite good, so the Mean is higher than the previous two-way statistic, suggesting that Lazada is an online channel of good quality and well appreciated by a lot of people The number of features is as follows: fast shipping speed, product shipped to all over the country,

good packaging quality, and very friendly delivery staff This is only a descriptive statistic for 151 samples, with mixed opinions on service assessment of Lazada.

of the data by SPSS 20 software, whereby the unsuitable variables are excluded and the scale will

be accepted when the coefficient Cronbach alpha qualified In this study, if cronbach's alpha> 0.6and a total correlation of> 0.3, then the variable satisfies the requirement and is further fed intofactor analysis, after analyzing the following results:

Corrected Total Correlation

Item-Cronbach's Alpha

if Item Deleted

GC2 9,91 15,466 ,663 ,873

Table 15 Result analysis of Cronbach's Alpha of Price

Based on the results, the Cronbach's Alpha coefficient = 0.879> 0.6 and the Total correlation > 0.3

so the scale is get requested and has good reliability

Corrected Total Correlation