TRUST AND COMMITMENT IN ONLINE SHOPPING IN VIET NAM, ANTECEDENTS AND CONSEQUENCES

TRUST AND COMMITMENT IN ONLINE

VIETNAM NATIONAL UNIVERSITY, HANOI SCHOOL OF BUSINESS

 

TRUST AND COMMITMENT IN ONLINE SHOPPING IN VIET NAM, ANTECEDENTS AND CONSEQUENCES

 

 

MASTER OF BUSINESS ADMINISTRATION THESIS

 

Supervisors: Dr. Tran Doan Kim

CHAPTER 1 INTRODUCTION 1
1.1. BACKGROUND 1
1.2. PURPOSES AND RESEARCH QUESTIONS 2
1.3. METHODOLOGY 2
1.4. DEFINITIONS 3

 

CHAPTER 2: LITERATURE REVIEW 5

 

2.1 CUSTOMER RELATIONSHIP MANAGEMENT 5
2.1.1 Trust 7
2.1.2. Commitment 11
2.1.3 Loyalty 16
2.1.4 Retention 17
2.1.5 The relationship among commitment, trust, loyalty and retention.. 17 2.2 METHOD OF STATISCAL ANALYSIS 24
2.2.1 Correlation analysis 24
2.2.2 Multiple Regression 24

 

CHAPTER 3: METHODOLOGY 30

 

3.1 RESEARCH STRATEGY 30
3.2 DATA COLLECTION METHOD 32

3.2.1 Sample size 32
3.2.2 Questionnaire design 33
3.2.3 Data collection 36
3.3 DATA ANALYSIS 37
3.3.1 Measurement of variables 37
3.3.2 Independent variables 37
3.3.3 Dependent Variables 38
3.3.4 Methods of data analysis 39

CHAPTER 4: FINDINGS AND CONCLUSION 40

4.1 DESCRIPTIVE STATISTICS 40
4.2 CORRELATIONS 41
4.3 HYPOTHESIS TESTING 42
4.3.1 The determinants of Trust 43
4.3.2 The determinants of Commitment 45
4.3.3 The determinants of Customer Loyalty 48
4.3.4 The determinants of Customer Retention 54
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS 62
5.1 DISCUSSION 62
5.2 IMPLICATIONS 65
5.3 RECOMMEDATIONS 67
5.3.1 Further research 67
5.3.2 For e-commerce in Vietnam 68
REFERENCES 89

 

LIST OF TABLES

 

Table 3.1: Independent Variables 38

Table 3.2: Dependent Variables 38

Table 4.1 Descriptive Statistics of Scales 41

Table 4.2 Correlation Matrix 42

Table 4.3 The Determinants of Trust 43

Table 4.4 Regression Diagnostics – Trust 45

Table 4.5 The Determinants of Commitment 46

Table 4.6 Regression Diagnostics – Commitment 48

Table 4.7 The Direct Determinants of Customer Loyalty 49

 

LIST OF FIGURES
Figure 2.1 Model of determinants of customer loyalty and retention for online shopping (research framework) 23

CHAPTER 1 INTRODUCTION

1.1. BACKGROUND
The Internet‟s success over a few decades has changed many things in today‟s social life. People now can communicate virtually and can buy virtually anything without going to the stores or supermarket. E-commerce in general and shopping online in particular has helped companies gain a new effective distribution channels beyond traditional ones and has also helped customers save their time. As a result, shopping online has developed exponentially with the evidence of rapidly increasing the revenues from e-business and the number of trading transactions through Internet.

1.2. PURPOSES AND RESEARCH QUESTIONS

E-commerce in Vietnam has government and commercial enterprise attention but the number of customers shopping online is still limited. People are not yet ready to trade online. Moreover, with the limited number of current customers, what should companies do to keep them and develop close relationships with them? How can companies ensure customer product repurchase or recommend others people to use them?

1.3. METHODOLOGY

The objective of research is to test the hypothesis to find out the relationship between variables in online shopping in Vietnam lending to a deductive research approach and the research purpose is explanatory.
The research will start with a literature review which reviews the theories related to the topic researched to investigate often studied areas in customer

1.4. DEFINITIONS
The research is going to tests the relationship between customer trust, customer commitment, customer loyalty and customer retention, stated key components in theories of customer relationship management and these relationships will be tested in one particular business sector, namely; e- commerce and online shopping in particular. Several concepts need to be defined for the research.

CHAPTER 2: LITERATURE REVIEW

This chapter reviews literature relating to the research questions and hypotheses of this study. First, the chapter begins with a summary of the definition of customer relationship management (CRM). Then, the relationships of four areas of CRM including trust, commitment, loyalty and retention are discussed. The theoretical evidence of impact of factors on these four areas is provided. After reviewing the literature related to variables in customer relationship management, the research model has been developed as a research framework .

2.1 CUSTOMER RELATIONSHIP MANAGEMENT

Payne and Frow (2005) defined “CRM is a strategic approach that is concerned with creating improved shareholder value through development of appropriate relationships with key customers and customer segments. CRM unites the potential of relationship marketing strategies and IT to create profitable, long term relationships with customers and other key stakeholders. CRM provides enhanced opportunities to use data and information to both understand customers and cocreate value with them. This requires a

2.1.1 Trust

2.1.1.1 Definition of trust

Because uncertainties exist in transactions though the Internet, many researchers have stated that trust is an important factor influences the successful developing of e-commerce. So, trust is consider as an important role in many social and economic interactions relating to uncertainty and dependency. In addition, There are two important factors influenced by Trust in online transactions, which are the security and privacy, so the concept trust is very important to defined.

 

TRUST AND COMMITMENT IN ONLINE

TRUNG TÂM LUẬN VĂN MBA-VIP VIẾT THUÊ LUẬN VĂN THẠC SĨ & TIẾN SĨ CHẤT LƯỢNG CAO.

Để biết nội dung toàn bộ bài viết xin bạn liên hệ với chung tôi:

  • Hotline: 0926.708.666
  • Zalo: 0926.708.666.

Email:Lamthueluanvan2014@gmail.com

Trả lời

Email của bạn sẽ không được hiển thị công khai. Các trường bắt buộc được đánh dấu *