E service quality in e commerce an empirical evidence from vietnam

Measuring e-service quality of e-commerce sites in Vietnam is necessary because it will support online vendors in Vietnam to control and enhance its performance... Zemblyt, 2015 2015 1 C

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VIETNAM NATIONAL UNIVERSITY

VIETNAM JAPAN UNIVERSITY

NGUYEN THI HOA

E–SERVICE QUALITY IN E–COMMERCE:

AN EMPIRICAL EVIDENCE FROM

VIETNAM

MASTER THESIS

BUSINESS ADMINISTRATION

Hà Nội, 2018

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VIETNAM NATIONAL UNIVERSITY

VIETNAM JAPAN UNIVERSITY

NGUYEN THI HOA

E–SERVICE QUALITY IN E–COMMERCE:

AN EMPIRICAL EVIDENCE FROM

VIETNAM

MAJOR: BUSINESS ADMINISTRATION

COD: 60340102

RESEARCH SUPERVISORS:

DR PHAN CHI ANH

PROF DR MATSUI YOSHIKI

Hà Nội, 2018

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ACKNOWLEDGEMENTS

I would like to express my gratitude to my advisors Associate Professor Phan Chi Anh and Professor Matsui Yoshiki for their enthusiastic guidance and support They accompanied with me over different phases of my master thesis and gave me a helpful hand whenever I need their advice

Also, I would like to thank my family who always encourage me to complete this research I really appreciate the support of my husband and our friends who enthusiastically helped me to distribute and collect survey questionnaire I thank all people, acquaintance and strangers who helped me to accomplish this research survey

ABSTRACT

The aim of this report is to practically assess e-service quality of e-commerce sites in Vietnam Based on the e-service quality models proposed after 2000s, the survey questionnaire separated into three section: 6 questions for screening and general information, 38 e-service quality constructs, 4 customers’ satisfaction measures Data was collected from 593 customers of 4 popular online shopping sites in Vietnam (Adayroi.com, Lazada.com, Shopee.vn, and Tiki.vn) Based on factor analysis, the research demonstrate properties of e-service quality with 22 variables The regression model was constructed to examine the connection between customers’ satisfaction and e-service quality At the same time, the managerial implications have been drawn

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TABLE OF CONTENT

LIST OF TABLES 5

LIST OF FIGURES 5

CHAPTER 1 INTRODUCTION 7

1.1 Motivation and Objectives of this research 7

1.1.1 Changes in online shopping in Vietnam 7

1.1.2 Objectives 8

1.1.3 Research Questions 8

1.2 Research Scope 9

1.2.1 Content Scope 9

1.2.2 Place Scope 9

1.2.3 Time Scope 9

1.3 Structure of the study 10

CHAPTER 2 LITERATURE REVIEW 11

2.1 Traditional Service Quality 11

2.2 E-Commerce and E-Service Quality 11

2.3 Traditional SQ vs Electronic SQ 11

2.4 The scales of measuring e-SQ 12

2.5 Empirical tests on measuring scales of e-SQ 17

2.6 Theoretical gaps 22

CHAPTER 3 ANALYTICAL FRAMEWORK 24

3.1 Research Design 24

3.2 Research Hypotheses 26

3.3 Methodology 27

CHAPTER 4 DATA COLLECTION AND ANALYSIS 29

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4.1 Data Collection 29

4.2 Data Analysis 31

4.2.1 Measurement Test 31

4.2.2 Hypothesis Test 36

CHAPTER 5 FINDINGS AND CONCLUSIONS 41

5.1 Findings and implications 41

5.2 Limitations 43

5.3 Future Research’s Directions 43

5.4 Contributions of the study 43

Reference 45

LIST OF TABLES

Table 4.8 Regression Analysis (Dependent Variable: Customers’

Satisfaction)

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LIST OF FIGURES

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LIST OF ABBREVIATIONS

AGFI Adjusted Goodness of Fit

CFA Confirmatory Factor Analysis

EFA Explanatory Factor Analysis

ESQ, e-SQ Electronic Service Quality

RMSEA Root mean square error of approximation

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INTRODUCTION

1.1 Motivation and objectives of this research

While service quality has been studied since 1980s, the e-service quality started to attract attention from both researchers and practitioners since around 2000 When websites are being widely deployed commercially, e-service quality enter the picture

as a differentiating strategy which is essential for a company’s success, possibly more crucial than web presence and low price (Zeithaml, 2002) The necessity of assessing the factors associated with e-service quality increases However, it should be noted that all dimensions of traditional service quality could be not appropriate for the e-commerce context (Gefen, 2002), (Zeithaml, 2002) Therefore, there is a need to construct a measuring scale for e-service quality

The e-service quality in Vietnam, a booming e-commerce market which has not reached its peak also need to be evaluated However, the empirical tests on these models with real purchasers have been limited so far (Thoa & Ha, 2017) These empirical valuations are the base for the development of shopping online service in Vietnam to go on the right track

1.1.1 Changes in online shopping in Vietnam

The growth of online transactions in Vietnam, particularly in the customer sector present a huge potential of e-commerce The Vietnamese e-commerce market is predicted to soar to $10 billion by 2020 thanks to the revolution

business-to-of internet, smart-phone and social network (Nikkei Asian Review, 2017) (vnews.gov.vn, 2017) Measuring e-service quality of e-commerce sites in Vietnam

is necessary because it will support online vendors in Vietnam to control and enhance its performance

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Figure 1.1 E-commerce sales in Vietnam

Source: Data provided by vnews.gov.vn (vnews.gov.vn, 2017)

revenue increased by 35 percent (Huong, 2018) in Vietnam with more than 53,86 million Internet-users (An, 2018) However, the consumer’s assessment of service quality for online shopping have not been studied in Vietnam While online shopping is widely spread, the need to assess factors associated with e-service quality increases

1.1.2 Objectives

This study focused on two main objectives:

- Constructing and testing a multi-dimensional scale of e-service quality specifically designed for online shopping websites

- Examining the relationship among e-service quality and customer satisfaction

1.1.3 Research Questions

There are three research questions in this study:

- What are the dimensions of e-service quality?

e-as well e-as the importance of these dimension and their impacts on customer satisfaction base on the whole process of e-services and customer perspectives after

a service encounter

1.2.2 Place Scope

The study used the data collected from four among top 10 most popular e-commerce

marketplaces in Vietnam including Adayroi.com, Lazada.com, Shopee.vn, and Tiki.vn These websites are ranked based on number of internet users or revenue The scope of this research focuses on online shopping sites, excluding other type of internet sites, such as free download sites, online newspapers or pure service websites (i.e., internet banking)

1.2.3 Time Scope

This research used the survey data collected during February – April 2018 This data

is the newest database on the e-service quality of multiple online shopping sites in Vietnam

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1.3 Structure of the study

The study includes 7 chapters: Introduction, Literature Review, Analytical Framework, Data Collection, Data Analysis, Findings and Implications, Conclusions and Limitations Literature Review provides basic concepts such as traditional service quality, e-service quality and e-commerce as well as reviews past studies related to e-service quality Next, Analytical Framework shows hypothesis constructing and explains constructs of the scale Subsequently, the study presents how to collect and analyse data Finally, findings and implications are indicated, limitations are pointed out and some directions for future research are suggested

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LITERATURE REVIEW

2.1 Traditional Service Quality

Traditional service quality which refers to the quality of “non-Internet-based customer experiences” that stems from a comparison between customer expectations

on what an enterprise should offer and the actual service performance ( (Grönroos, 1982), (Lewis & Booms, 1983), (Zeithaml & Berry, 1985)

A conceptual model, SERVQUAL constructed by Parasuraman et al (1985) states five dimensions of service quality, including tangibles, reliability, responsiveness, assurance, and empathy which applies for assessing traditional transactions’ quality

E-commerce has been termed as selling goods and services over the internet Physical products can be delivered offline and digitized products can be distributed online (Coppel, 2000) (Dan, 2014)

Zeithaml et al defines e-service quality as “the extent to which a Web site facilitates efficient and effective shopping, purchasing, and delivery” (Zeithaml, 2002) Another definition of e-service quality is “the consumers’ overall evaluation and judgement

of the excellence and quality of e-service offerings in the virtual marketplace” (Santos, 2003)

According to Parasuraman et al., e-service can be expressed as “all cues and encounters that occur before, during and after” the online transactions (Parasuraman, Zeithaml, & Malhotra, 2005) In other words, the concept of e-service quality covers all phases of online transactions: pre-purchase, agreement and fulfilment, and post-purchase (Zemblyt, 2015)

2.3 Traditional SQ vs Electronic SQ

When websites are being widely deployed commercially, e-service quality enter the picture as a differentiating strategy which is essential for success, possibly more

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crucial than web presence and low price (Zeithaml, 2002) The need to assess the factors associated with e-service quality increases It should be noted that all dimensions of traditional service quality could be not appropriate for e-service quality For example, tangibles is one of the most important dimension in gaining customers’ trust and loyalty in traditional service (Parasuraman, Zeithaml, & Malhotra, 2005) but the context changes to adapt to online transactions when tangibles is presented as the appearance of a website (Gefen, 2002) While some of the measurements of e-SQ are paralleled to those of traditional service quality, others are completely different

in the context of websites (Zeithaml, 2002) The perceived value and behavioral intentions of customers when they interact with technology-based products could be effected by other factors For instance, the attitude toward using technology influenced positively on service quality as predicted (Dabholkar, 1996)

2.4 The scales of measuring e-SQ

In this part, the measures of service quality delivered through websites are reviewed and synthesized In the development history of e-SQ scales, it has recognized two stages of scale development

The early studies on e-service quality, such as (Dabholkar, 1996), (Liu & Arnett, 2000),(Loiacono, Watson, & Goodhue, 2002), (Yoo & Donthu, 2001), (Cox & Dale, 2001), (Yang, Peterson, & Huang, 2001), (Madu, 2001), (Barnes & Vidgen, 2002), took efforts to construct a validated reliable scale for evaluating or rating a website and they also covered some dimensions of e-SQ, but did not emphasize on e-service quality For example, the WEBQUAL scales (Loiacono et al., 2002), (Barnes & Vidgen, 2002) were created to support Website designers for better design and positive affects on the interaction perceptions of the users Although these scales focused on the interaction between the website and its customers as well as the website operations, but they did not involve the whole process of e-service delivery (Collier, 2014), (Zemblyt, 2015)

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The later-born scales, such as etailQ (Wolfinbarger & Gilly, 2003), E-S-QUAL (Parasuraman et al., 2005), eTransQual (Hans, Bauer, Falk, & Hammerschmidt, 2006), e-A-S-QUAL (Kim, Kim, Lennon, & Kim, 2006), PeSQ (Cristobal, Flavián,

& Guinalíu, 2007) emphasized on e-service delivery process of online websites service quality involves the results of information quality offered by the websites before transactions, the perceived value during the agreement and fulfilment phase and recovery quality mainly presented after sales

E-Table 2.1 The measuring scales of e-SQ

(3) ease of use (4) enjoyment (5) control;

Overall effect model:

(1) attitude toward using technological products (2) need for interaction with service employee

A model to measure service quality of

“technology-based self-service

Factors leading to the success of a website

(Yoo & Donthu,

2001) –

SITEQUAL

2001

(1) Ease of use (2) aesthetic design (3) processing speed (4) security

A scale for the perceived quality

of an internet shopping site

(Cox & Dale,

(1) Accessibility (2) communication (3) credibility (4) understanding (5) appearance (6) availability

The service quality determinants relevant to both e-services and physical services

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(Yang, Peterson,

& Huang, 2001) 2001

(1) content (2) accuracy (3) ease of navigation (4) timeliness

(5) aesthetics (6) privacy/security

The attributes of online system quality

(Loiacono et al.,

2002) - Webqual 2002

(1) Informational fit-to-task (2) interactivity

(3) trust (4) response time (5) ease of understanding (6) intuitive operations (7) visual appeal (8) innovativeness (9) emotional appeal/flow (10) consistent image (11) online completeness (12) better than alternative channels

A scale for evaluating website quality

(Madu & Madu,

(1) Performance (2) features (3) structure (4) aesthetics (5) reliability (6) storage capacity (7) serviceability (8) security and system integrity (9) trust

(10) responsiveness (11) product/service differentiation and customization

(12) web store policies (13) reputation

(14) assurance (15) empathy

The existing dimensions to evaluate the quality of virtual services or operations

A method for assessing e-commerce quality

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(applied to Internet bookstores) (Wolfinbarger &

An instrument for evaluating service quality of online shopping sites

(Santos, 2003) 2003

Incubative dimensions:

(1) Ease of use (2) appearance (3) linkage (4) structure and layout (5) content

Active dimensions:

(1) reliability (2) efficiency (3) support (4) communication (5) security

(6) incentives

The determinants

of e-service quality

(Sigala, 2004) –

(1) Tangibles (2) reliability (3) responsiveness (4) assurance (5) empathy (6) trust (7) benefit and risk share (8) conflict

(8) commitment

A validated means

of evaluating the application service providers’ service quality

A 22-item measure for evaluating the service quality delivered through websites

(5) personalization

The dimensions of e-service quality

(Bauer, Falk, &

(3) process (4) reliability (5) responsiveness

A transaction process-based instrument for evaluating online shopping service quality

(Collier &

Bienstock, 2006) 2006

(1) Process (2) outcome (3) recovery

- Process: privacy, design, information accuracy, ease of use, functionality

- Outcome: Order timeliness, order accuracy, order condition

- Recovery: interactive fairness, procedural fairness, outcome fairness

A conceptualisation

of service quality

in the context of online retailers

(5) responsiveness (6) contact

(7) personalization (8) information and (9) graphic style

Online service attributes to measure service performance of online retailers

(Cristobal et al.,

2007) – PeSQ 2007

(1) Website design (2) customer service (3) assurance

(4) order management

A multiple-item measure for assessing the perceived e-service quality

An 8-dimensional measure for appraising e-service quality

(Zemblyt, 2015) 2015

(1) Compensation (2) Responsiveness and fulfilment (3) Website operation

(4) Reliability

The instrument for evaluating e-service quality

2.5 Empirical tests on measuring scales of e-SQ

There have been a number of studies which applied above-mentioned models in evaluating e-service quality in various contexts, including retailing sites, marketplace

or pure service sites For this study, the author reviewed recent empirical studies related to e-service quality of shopping sites

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Table 2.2 Empirical tests on measuring scales of e-SQ

(Wolfinbarger &

Gilly, 2003)

- Webmasters for Fortune 1000 were the sample for testing etailQ model ( with 4 factors: website design, reliability/fulfilment, privacy/security and customer service)

- Respondents who made at least four transactions

at a particular website were asked to answer a question list

40 Proved the etailQ scale

- The strongest factor impacting loyalty is website

design

(Parasuraman et

al., 2005)

- 205 customer answers for assessing service quality

of walmart.com and 653 respectively for

amazon.com to test E-S-Qual

- 34 and 51 responses for Walmart.com and

Amazon.com to test the E-RecS-Qual

- Two measuring scales of e-service quality were refined

- Efficiency and fulfilment are the most effective

influencers on three dependent variables including: quality, value and loyalty

(Lee & Lin,

2005)

- 297 online consumers participated in the survey to

examine a modified SERVQUAL scale with five

dimensions

- Four dimension including web site design,

reliability, responsiveness and trust relate to and

impact significantly overall service quality, customers’ satisfaction and purchase intentions

Trust and reliability is the most significant

determinant

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- The personalization does not have significant

impact on overall service quality as well as customers’ satisfaction

(Bauer, Falk, &

Hammerschmidt,

2006)

- 384 usable questionnaires from respondents that purchased at least one product online (in German)

are used to test the eTransQual model

- All dimensions of eTransQual

(functionality/design, enjoyment, process,

reliability and responsiveness) showed an

important effect on perceived value along with customer satisfaction

- Functionality/design, reliability and process are

strongest factors influencing customers’

- The empirical tests confirmed a strong linkage

between: e-service process and customers’

satisfaction, behavioural intentions; e-service

outcome and e-service process, customers’

satisfaction; e-service recovery and customers’

satisfaction; customers’ satisfaction and future behavioural intentions

- Proved the reliability and validity of 5-dimension

scale ( website design, customer service,

assurance, and order management)

- Perceived service quality have significant impact

- 166 respondents for the E-RecS-Qual respectively

- Service quality had significant correlations with all the factors of the E-S-QUAL scale

- Efficiency and Design is the most important factor

to explain perceived service quality

(Chinomona &

Sandada, 2014)

- Used a 150-consumer sample in South Africa to investigate the connection among e-service quality, customer satisfaction, customer perceived value, and customer loyalty

- The empirical tests confirmed the order of impact : ESQ -> Customers’ Perceived Value -> Customer Satisfaction -> Customer Loyalty

cross The study rejected the influence of ESQ on customer satisfaction and loyalty

(Honglei Li,

2014)

- Used a sample of 140 e-commerce users to test the etailQ

- The etailQ is an effective model

- Satisfaction and trust influence e-loyalty development process

- Customer support/service does not influence significantly on e-loyalty development

(Zemblyt, 2015) - Used 277 valid questionnaires to test 14-dimension

scale of ESQ

- The empirical tests resulted in a 4-dimension scale

for evaluating ESQ (compensation,

- Responsiveness of e-SQ impacts e-satisfaction of

online shoppers the most robustly

satisfaction and e-loyalty

- Reliability is the most influential factors of

customers’ e-satisfaction

(Sharma, 2017)

- Used 369 samples (internet users) to examine the influence of satisfaction on trust, e-service quality and e-loyalty

- Website design; customer service, e-service quality and loyalty have impacts on e-satisfaction

- Customer service have impacts on e-satisfaction and trust

- Responsiveness and trust have significant impact

on e-satisfaction and loyalty

- Customization is not an important determinant of customer satisfaction and loyalty

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Empirical tests also confirmed the links among customer satisfaction and service quality For traditional transactions, customers’ perceived service quality closely connected with overall satisfaction and behavioral intentions (Dabholkar, 1996), (Caruana, 2002) It is similar for e-commerce transactions The factors of e-service quality are known to affect significantly customers’ satisfaction and loyalty (Parasuraman et al., 2005), (Collier & Bienstock, 2006), (Bauer, Falk, & Hammerschmidt, 2006), (Yu, 2015), (Ting et al., 2016)

2.6 Theoretical gaps

While traditional service quality has been studied for nearly forty years since 1980s, e-service quality has been researched since around 2000s (Roy, Lassar, Ganguli, Nguyen, & Yu, 2015) The early studies on service quality of e-commerce sites were criticized for the following reasons:

 Many of the dimensions of e-SQ were picked out from studies on physical transactions and focused on human-computer interface without empirical tests

of validity (Zeithaml, 2002) Examples were some studies: (Cox & Dale, 2001), (Madu & Madu, 2002)

 In general, the early research studies did not include “fulfilment” as a dimension because the proposed model emphasized on “cues and encounters” that occur before transactions Specifically, the study of Dabholkar was based

on expectations of service quality before a service encounter, but the models were expected to apply for perceptions of service quality after a service encounter (Dabholkar, 1996) Another example would be Webqual (Loiacono

et al., 2002) which did not capture service quality as a full process from information services to after-sale ones

 In addition, many research surveys conducted in this period, such as (Yoo & Donthu, 2001), (Loiacono et al., 2002) were performed with students, not actual purchasers, who visited websites to appraise them (Zeithaml, 2002)

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In the later period, researchers have considered services as processes, not things and the service consumption as “process consumption” (based on service marketing instead of traditional marketing) in studying e-service quality (Grönroos & Gro, 2004) Therefore, e-services include information search, agreement and fulfilment, and after-sales services which cover the whole online shopping process (Bauer, Falk,

& Hammerschmidt, 2006) The researchers also examined e-service quality instrument with real customers who had made online transactions

The etailQ (Wolfinbarger & Gilly, 2003) was one of the first measuring scales which added “fulfilment” as a component of e-service quality Bauer et al designed “a transaction process-based scale” called “eTransqual” for evaluating e-service quality (Bauer, Falk, & Hammerschmidt, 2006) Other models such as ASP-Qual, E-S-QUAL, e-A-S-QUAL, PeSQ as shown in Table 2.1 considered the encounters during and after sale in assessing e-service quality with the following constructs: fulfilment, responsiveness, customer service, and compensation

However, the empirical tests on these models with real purchasers have been limited

so far (Thoa & Ha, 2017) Moreover, with the rapid growth of e-commerce sector in Vietnam, online shopping websites/marketplaces need to listen to the voice from their customers on their e-services It is obviously predicted that service quality is a key factor for e-commerce success (Santos, 2003)

- These two models evaluate e-service as a process and add reliability/fulfilment

in the dimension list

- These models were designed suitably for online shopping sites These authors based on responses from real purchasers who can evaluate service quality of a website to construct etailQ and E-S-Qual

- Two models was examined by a number of empirical tests as shown in Table 2.2 It has been stated that the etailQ and E-S-Qual are effective in measuring e-service quality

Based on an online transaction process, this study segment the e-service offerings into specific stages: (1) information, (2) fulfilment (including agreement) and (3) after-sales phase (Bauer, Falk, & Hammerschmidt, 2006), which are corresponding

to three dimensions of e-service quality: (1) system quality, (2) order fulfilment and (3) supplementary services The question items of the etailQ and E-S-Qual were reviewed and allocated into three above-mentioned groups, after deleting questions that have similar meaning Based on the meaning of question items and online shopping process, the author can group questions in three groups: system quality, order fulfilment and supplementary services which are proved to be significant predictors of e-service quality through various past studies presented in Table 2.2

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Table 3.1 Reallocation of question items

3 dimensions of ESQ scale Corresponding dimensions in past studies

System Quality Efficiency (E-S-Qual); System Availability

(etailQ), Website Design (etailQ), Contact Qual)

(E-Recs-Order Fulfilment Fulfilment (E-S-Qual and etailQ)

Supplementary Services Privacy (E-S-Qual), Security (etailQ),

Responsiveness (E-Recs-Qual), Customer Service (etailQ)

Source: created by the author

The question items which belong to the compensation aspect were considered to eliminate based on real situations of e-commerce in Vietnam Most of shopping sites, specially four selected sites have no commitment in compensating customers’ loss in case of late delivery or occurred problems If problems occurs in reality, goods can

be returned or exchanged or customers are refunded without any compensation

In this research, the author proposed a research framework which refine e-service quality in a multi-dimensional scale

Figure 3.1 Research Framework

System quality

Order Fulfillment

Supplementary services

Customer Satisfaction

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The content of each dimension could be explained as following:

System quality: is mainly linked to a site’s loading speed, overall organization, and

ease of interaction It could be termed as “the ease and speed of accessing and using the site and the correct technical functioning of the site” (Parasuraman et al., 2005)

In addition, it also covers the “availability and depth of information” which is regularly considered as a vital motives for shopping online (Wolfinbarger & Gilly, 2003) Compared to offline channels, online customers are able to obtain information directly from a site anywhere at any time instead of asking salespeople or reading catalogue

Order Fulfilment is explained in this study is to accurately fulfil promises and

agreements about item availability and order delivery (Parasuraman et al., 2005) It

is not only cited as the dominant dimension in traditional service, but it is also regarded as a strong dimension of e-SQ (Wolfinbarger & Gilly, 2003)

Supplementary services: in other words, is after-sales support or non–routine

services “provided under a warranty that assist a core offer” (Business Dictionary, 2018) This dimension involves protecting customers’ personal information; protecting online shoppers from financial risk because of the use of financial information (Zeithaml, 2002); and handling problems after sales

The individual hypotheses examined in this research are grounded in past studies on e-service quality along with quantitative research purposely performed for this research

 Hypothesis 1: System quality is positively associated with customer satisfaction

 Hypothesis 2: Order fulfilment of online transactions is positively associated with customer satisfaction

 Hypothesis 3: The supplementary services is positively associated with customer satisfaction

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The first objective of this study is to construct and examine empirically the measuring scale of e-service quality delivered through online shopping sites which offer customers physical products from one or numerous retailers The research scope excludes other type of internet sites, such as free download sites, online newspapers

or pure service websites (i.e., internet banking)

The study applied the quantitative research approach The questionnaire composed

of three sections: general information (including screening questions), e-service quality measures, and overall assessment on current satisfaction The first section collected information about demographic characteristics The second section developed a three-dimension model in which survey participants were required to show their agreement or disagreement based on the five-point Likert scale in the range of from 1 to 5 or from “strongly disagree” to “strongly agree” In the third section, respondents were inquired to assess customer satisfaction

The process to develop the measuring scale of e-service quality in this study is as follows:

 Based on both qualitative and quantitative studies related to e-service quality, developed an initial scale (consisting of 37 items representing 3 main dimensions: system quality, order fulfilment, supplementary services)

 Based on feedback from 30 experienced online shoppers and web controller, revised the initial scale

 Seek for qualified respondents who made at least three online transactions through one of four websites (Adayroi.com, Lazada.vn Shoppee.vn, and Tiki.vn) in three recent months and invited them to participate in this research A total of 593 valid survey questionnaires were gathered

 Using SPSS 20.0, developed a detailed scale through an iterative process:

+ Examined item-to-total correlations and Cronbach’s coefficient alpha and deleted insignificant items

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+ Through exploratory factor analysis, examined the dimensionality of the scale + Reassigned items and restructured dimensions as necessary

 Finalized a 22-items, 3-dimensional e-service quality scale

 Conducted validity tests along with confirmatory factor analysis on the final scales

Collected data was analysed by SPSS 20.0 and AMOS 20.0 software Factor analysis

is used to recognize the multi-dimensionality of e-SQ and regression analysis is conducted to examine the connection among customer satisfaction and e-SQ

For the second objective, correlation and regression analysis were performed to confirm the relationship between e-service quality and customer satisfaction

In this research, the author collected customers’ feedback on e-service quality of online shopping sites in Vietnam A group of my friends who were willing to support this research tried to find as many people as possible who can meet screening conditions of the survey in their social connections during three months (Feb – April 2018) Qualified customers must make at least three online transactions through one

of four selected websites during three recent months The answerers could be our acquaintances or the strangers who were the members of online shopping clubs that

we found by chance via social networks The author received 593 valid responses after deleting 47 answers from unqualified customers who made less than three online transactions during three surveyed months

Table 4.1 The number of respondents

Source: summarized the survey results

The selected websites for this survey were Adayroi.com, Lazada.com, Shopee.vn, and Tiki.vn which belong to the top 10 most popular e-commerce websites ranked based on number of internet users (Mai, 2018), (webico.vn), (websolutions.com.vn,