Case study of Facebooks Users in Vietnam

The main aim of this chapter is to bring a major introduction to the thesis. This chapter looks at making the reader familiar with the works of this thesis such as the research questions and also the background of the topic being studied. In this chapter, the writer has also given the background of facts about the topic being researched. The researcher also looks at the relationship between E-Service Quality and other variables such as Customer Satisfaction, Trust and Customer Loyalty. The thesis is composed of five chapters. Neumann et al. , 2005 asserts that one such changes that have taken place in the Information Technology is the social networks such as Facebook, linked in, Twitter, YouTube, Snapchat and Instagram, which have provided enhancement in communication as they enable people to communicate in the purchasing of services, products, and the companies that provide them.

Moreover, such tools can give potential consumers massive access for reviewers and comments by previous users. This improved access to information does not only provide a better image about the activities, services and products of a company but also provides producers with additional valuable information through the social network profile of the visitor. Mangold and Faulds (2009) argue that social media is a hybrid element because it enables companies to not only talk to their customers but it also enables customers to converse directly with each other on their perception on the service quality of the stated company. Kerin et al. (2013) scanned the international marketing environment and its latest social and technological trends. They described social network as a dominant form of communication for consumers and a platform that enables feedback and reviews.

Hence, it is important for all types and forms of companies to effectively establish the social networks to promote their products and services through for example enabling access to targeted products and services via Facebook pages. This will help them improve the level of satisfaction of their loyal customers and attract more potential customers. In this regard, the author believes that companies who want to ensure the efficient use of social media platform such as Facebook to promote their business should majorly focus on the design and information content of their Facebook pages. As social networking sites continue to grow, it is important for buyers and sellers to understand, what the electronic service quality (E-SQ) of pages promoted and delivered in the social networks is and what the importance of the dimensions and attributes of E-SQ of pages promoted in the Facebook is.

However, it is worth noting, that E-SQ refers to all phases of a customer’s interactions with a Web site which facilitate efficient and effective shopping, purchasing, and delivery (Parasuraman et al. 2 Research Objective. The current research focuses on three major objectives so as to give more insight on the behavior of customers that are affected by the advertising strategies. (2000) as claimed by Akinci et al. (2010), research on electronic service quality has grown by a great margin over the past decade. Zeithaml et al. (2000) were amongst the first to provide a definition of website service quality. Zeithaml et al. Akinci et al (2010) note that the delivery of high electronic service quality to consumers is the key variable for improving performance and in outsmarting other organizations in service delivery in the very competitive field.

On studying the relevant significance of E-Service Quality, it is considered by a majority as one of the most relevant establishments for achieving long-term success (Zeithaml et al. , 2002; Parasuraman et al. , 2005; Udo et al. , 2010; Akinci et al. 1988), which is based on the original ten dimensions of service quality put forward by Parasuraman et al (Parasuraman et al. They proposed five dimensions: tangibles, reliability, responsiveness, assurance, and empathy. Tangibles was defined the appearance of physical facilities, equipment, personnel and communication materials. Reliability is the ability to perform the promised service dependably and accurately. The willingness to help customer and provide prompt services is the responsiveness. These technical dimensions include the site’s availability to enhance businesses by responding quickly when the customers visit the site or in case they make orders which will enable them to have the perception of service quality on the website.

On the other side, fulfillment is the rate in which the promises made on the delivery of items and their availability are fulfilled. This involves the quickness, truthfulness, and accuracy of delivery of the delivery of orders. Item availability, on the other hand, refers to the state in which items are available for delivery within the time frame. Fulfillment is very critical in the online shopping context as it greatly determines the customer’s intention of repurchasing of products and services. Ease of use is defined as how easy the Web site is for customers to conduct external search in cyberspace as well as internal navigation and search within the Web site. External search refers to the extent to which customers can easily find the Web site on the Worldwide Web.

Appearance is defined as the proper use of colors, graphics, images, and animations, together with the appropriate size of the Web pages. This is usually the first determinant observed by Web users. Linkage relates to the number and quality of links that the Web site offers. (2005) developed the ES-QUAL to enable the measurement of e-service quality which led to the establishment of 7 diverse constructs of e-service quality, namely: efficiency, system availability, fulfillment, privacy, responsiveness, compensation, and contact. Furthermore, Parasuraman at al. (2005) stated that the last three dimensions, namely: responsiveness, compensation, and contact only apply when customers face difficulty in using the site or have questions about the website. Four-dimensional (efficiency, system availability, fulfillment, and privacy) formed the core of ES-QUAL scale used to measure customer perceptions of service quality in distribution through online retailers.

Efficiency refers to the ease and speed of accessing and using the site. Ease of use 5. Enjoyment 6. Control Zeithaml et al. Access 2. Assurance 3. Aesthetic design 3. Processing speed 4. Interactive responsiveness Yang & Jun 2002 1. Website design 2. Security 3. Visual appeal 8. Innovativeness 9. Flow 10. Integrated communication 11. Business process 12. Security Incentive Parasuraman et al. Efficiency 2. Fulfilment 3. System availability 4. Contact 5. Ease of use/ usability 5. Privacy/ security 6. Information quality/ benefit Jukka 2010 1. Ease of use 2. Website design and appearance 3. Responsiveness Su 2014 1. Ease of use 2. Aesthetic design 3. Processing speed 4. Security quality Manpreet 2015 1. Ease of use 4. Cost 5. Useful 6. Security Yousif 2015 1. Aesthetic of design 2. Security 6. Website design Nikola 2017 1. Reliability 2. Structure/Usability 3. Information quality 4. Security 7. Customization Yongrok & Mai 2018 1. Usefulness 2. Convenience 3. Security 4. Scholarly works by (Kin, 2017) conclude that e-service quality entails the design of the website, its security, the ease of use of the site and also its reliability and responsiveness.

Moreover, (Yongrok and Mai, 2018) argue that e-service quality is described using five constructs which include; security, convenience, assurance, usefulness and responsiveness. Author Year Results of studies Spacey 2016 E-service quality includes reliability and consistency. Gopal 2014 E-service quality is subjective and also varies from one customer to another. Kaura 2015 Service quality is directly linked to service convenience, price fairness and customer loyalty. Customer satisfaction is the general judgment that the customer makes regarding his/her experiences with the organization (Gummerus et al. , 2004, p. Customer satisfaction can be viewed in term of the pleasurable fulfilment that a service or product gives to the consumer (Grigoroudis and Siskos, 2010). Customer satisfaction is the overall result of perception, evaluation, and emotions to the consumption experience with a product or service (Yi, 1990).

Hunt (1991) describes satisfaction as a subset of the overall belief of the customer that he or she was treated fairly. Pointed out that the learning environment has the following structure: Table 2. 2 Measurement of Customer Satisfaction Author Years Research construct Degeratu et al. Influence of brand names 2. Price sensitivity Burke 2002 1. Convenience 2. Definitely, customers’ satisfaction and attitudinal loyalty may be determining factors in successfulness or failure of service. According to Lucas, good customer service does not only entail satisfying customers but also satisfying the internal customers such as co-workers and other staff in the organization (Lucas, 2012. P. Feedback from the customers, positive or negative should be seen as a great asset of the organization (Evenson, 2013). Studies by (Ekiz et al. These beliefs refer to the actual receiving of a promised service.

Trust is a very critical factor for the first instance of interaction between a customer and the service provider (Doney and Cannon, 1997), trust develops as the customer and the service provider continue interacting (Sheaves and Barnes, 1996) due to the continuing experiences that the customer obtains. Researchers had established that trust is essential for building and maintaining long-term relationships (Rousseau, Sitkin, Burt, & Camerer, 1998; Singh & Sirdeshmukh, 2000). Morgan and Hunt (1994) stated that trust exists only when one party has confidence in an exchange partner’s reliability and integrity. While defining trust Moorman, Deshpande, and Zaltman (1993) referred to the willingness to rely on an exchange partner in whom one has confidence. Honesty focuses the customer’s belief that the service provider is sincere and keeps its promises (Gundlach and Murphy, 1993).

Benevolence entails the belief of the customer that the service provider has interest in his/her welfare with no indications of opportunism and that the main aim of the joint behavior is its goal (Doney and Cannon, 1997). Moreover, Mayer et al. (1995) argue that customers form trusting beliefs based on the perceived competence, benevolence and integrity of the supplier. Moreover, Lin and Wang (2006) assert that trust is a process of development of beliefs that deal with the integrity (supplier’s honesty and promise keeping), predictability (the consistency in the behavior of the service provider) benevolence (the ability of the service provider to care for the customers) and competence (ability of the service provider to fully satisfy the customer’s needs) of a supplier.

Navigation 4. Fulfillment 5. Presentation 6. Technology Cynthia et al. Generality 2. Perceived competence 3. Perceived security Lin and Wang 2006 1. Integrity 2. Benevolence 3. Competence 4. Studies conducted by (Buyung et al. 2015) argue that trust can be measured using three constructs. These include; Integrity, benevolence and ability. Moreover, similar works by (Ali, 2013) note that trust can be assessed using the following constructs; Perceived ability, perceived benevolence, perceived integrity and perceived predictability (Bjornskov and Meon, 2013) describe the relevance of trust in the organization. They assert that trust is the “missing root” in many cultures. 4 Customer Loyalty 2. 1 Definition of Customer Loyalty Oliver (1999) notes that customer loyalty is the assurance that customers will always obtain the service of an organization in a long period of time even if the competitors of that organization come up with new or better brands.

Customer loyalty can be described as a defensive strategy that is designed to retain the customers who are most profitable and ensure the profitability of the business (S. Rayer, 1996). Consumer loyalty is perceived as a behavior and can be described as the proportion of times a purchaser chooses the same production a specific category compared to the total number of purchases made by the purchaser in that category, all other factors being constant (Neal, 1999). 1 below. Table 2. 1 Definition of Customer Loyalty Author Years Definition of Customer Loyalty Rayer 1996 Customer loyalty is a defensive strategy that is designed to retain the customers who are most profitable and ensure the profitability of the business. Oliver 1999 Customer loyalty as a promise of buyers to purchase particular products, services and brands of an organization over a consistent period of time, irrespective of competitor’s new products and innovations and these customers are not compelled to switch.

Neal 1999 The proportion of times a purchaser chooses the same product or service in a specific category compared to the total number of purchases made by the purchaser in that category, all other factors being constant. Customer loyalty can be measured using three constructs which include repeat purchase behavior, positive attitude towards the service provider and positive word of mouth. Table 2. 2 Measurement of Customer Loyalty Author Years Research construct Zeithaml 2000 1. Attitudinal 2. Behavioral Baumann, Burton and Elliot 2005 1. Attitudinal Loyalty 2. 3 Research on the Customer Loyalty in Recent Five Years A study carried out by (Quach, Thaichon et al. 2016) sought to investigate how customer loyalty is affected by service quality, case study: Internet Service Providers, Thailand telecommunications. The link between the specific dimensions of service quality for residential internet services and customer loyalty in both behavioral and attitudinal loyalty.

The studies showed that all dimensions of service quality are related to customer loyalty except customer service and technical support. Saleem and Raja 2014 Customer loyalty is increased by enhancing service quality Quach and Thaicon 2016 All dimensions of service quality are related to customer loyalty except customer service and technical support. Darwin, Suwanna & Theingi 2016 Customer loyalty is best described by the switching intention and cross-buying behavior of the customer. Shabbir and Rami 2017 Customer loyalty is viewed from the behavioral construct and attitudinal construct of the customer. 4 Summary From the definitions of customer loyalty given, it can be described as the commitment of current customer in respect to a particular store, brand and service provider, when there are other alternatives that the current customer can choose for (Shankar, Smith & Rangaswamy, 2003).

The measurement of customer loyalty can be achieved using two constructs, behavior and attitude of the customer (Shabbir and Rami et al. (Gummerus et al. 2004) notes that customer satisfaction is largely influenced by the level of e-service quality that is provided. The study of e-service quality and customer satisfaction has been in place for a very long time (Negi, 2009, p. From his studies, he noted very clearly that empathy, assurance and tangibles should not be overlooked at when researching on the relationship between e-service quality and customer satisfaction. It has also been agreed by Spreng and Mackoy (1996) that service quality has a great impact on customer satisfaction as they assessed the works of Oliver (1997). , 2001; Urban et al. As the e-service quality develops and gets better, the organization has a higher chance of gaining trust from its customers (McKnight and Chervany, 2001; Pavlou,2003).

H2: E-Service Quality has a positive effect on Trust H2-1: Security has a positive effect on Trust H2-2: Information Quality has a positive effect on Trust H2-3: Ease of use has a positive effect on Trust H2-4: Web design has a positive effect on Trust H2-5: Responsiveness has a positive effect on Trust 3. 3 Customer Satisfaction has a relationship on Customer Loyalty Anderson & Sullivan （1993）; Bolton & Drew （199）& Fornell (1992) have noted that there is a positive relation between customer satisfaction and customer loyalty. Several studies that have been conducted on the field of service quality have empirically proved the association between customer satisfaction and the customer’s behavior like customer retention and word of mouth (Anderson & Sullivan, 1993; Bansal & Taylor, 1999; Cronin & Taylor, 2000).

The importance of trust in explaining loyalty is also supported by researches like Lim and Razzaque (1997), Garbarino and Johnson (1999), Chaudhuri and Holbrook (2001), Singh and Sirdeshmukh (2000), and Sirdeshmukh, Singh, and Sabol (2002). It is very important to note that a business that has alternative techniques, lack of trust could cause negative loyalty. To totally assert the loyalty of customers, a mutual relationship is very critical between the service provider and the customer. To be more clear, trust is the most relevant factor that determines long lasting relationships (Sharma, 2003). To add on it, trust would also be perceived as a very critical antecedent of customer loyalty (Aydin and Özer, 2005; Kenning, 2008; Rampl et al. 5 E-Service Quality has a relationship on Customer Loyalty In various studies the relationship between e-service quality and customer preference loyalty had been examined (Boulding, Kalra, Staelin, & Zeithaml, 1993; Cronin & Taylor, 1992).

In their study Cronin & Taylor (1992) focused solely on repurchase intentions, whereas Boulding et al. (1993) focused on the elements of repurchasing as well as the willingness to recommend. In the study by Cronin and Taylor service quality did not appear to have a significant (positive) effect on repurchase intentions (in contrast to the significant positive impact of satisfaction on repurchase intention), whereas Boulding et al. (1993) found positive relationships between e-service quality and repurchase intentions and willingness to recommend. 7 E-Service Quality, Trust, Customer Loyalty Trust is a mediating variable between e-service quality and customer loyalty. When e-service quality is high, the customers will most likely trust the services and products from the organization which will eventually make them loyal to the particular organization.

H7: The trust mediated the relationship between e-service quality and customer loyalty 3. 8 The Relationship between Demographic Variables and E-Service Quality, Customer Satisfaction, Trust, Customer Loyalty Demographic variables influence customer loyalty and trust. Different demographic variables would influence e-service quality in a different way. E-service quality is defined using the site’s responsiveness, its ease of use, the web design, the quality of information and its security. Table 3. 1 Definition of E-Service Quality Variable Constructs Definitions Source E-Service Quality 1. Security Refers to the protection of personal and financial information and the degree to which the site is perceived by consumers as being safe from intrusion Ladhari (2010) 2. Information quality Refers to the adequacy and accuracy of the information users get when visiting a web site Ladhari (2010) 3.

(2017); Dia Z. & Sara T. (2014) also developed model of measuring e-service quality using three dimensions which include; information quality, ease of use and page design. Tables 3. 2 Measurement of E-Service Quality Constructs Items Source Measure Security 1. Information provided by Facebook is reliable 11. Information provided by Facebook is exact and accurate Dia Z. & Sara T. (2014) 5 point Likert scale Ease of use 12. The organization and structure of online content of Facebook is easy to follow 13. The content on Facebook is well designed 20. The content on Facebook is visually appealing 21. Facebook uses proper type of media (charts, photos & images) 22. Facebook uses proper type of fonts 23. Facebook uses proper colors Kin M. (2014) 5 point Likert scale 3. 2 Customer Satisfaction 3. 1 Definition of Customer Satisfaction Customer satisfaction is a factor that all companies must ensure that they keenly observe as it determines the growth of the organization.

Customer satisfaction is described as the judgement that a product or service feature, or the product or service itself provides the required level of fulfilment to the consumer. Customer satisfaction is critical as it ensures that an organization provide services that meet the requirements and standards of the consumer. I am satisfied with using Facebook 2. I am relatively satisfied with the quality of Facebook 3. My choice to use Facebook was a wise one 4. I think that using Facebook is a better choice than other applications 5. I have pleasure of using Facebook 6. 2 The Measurement of Trust Trust is an important factor that needs to be assessed by the organization so as to gauge its level of competition in the marketing industry. The level of trust of the consumers needs to be measured so as to determine the number of customers who might want to re-purchase a product or service.

The measurement of trust adopted in this study is developed from the works of (Anu, 2015 and Shabbir H, 2017). Their works focused on the perception of the customer on the correctness of content present on the site, their perception on the security of their personal data and their overall expectations on the performance of the site. Table 3. Customer loyalty can be defined as the behavior portrayed by the customer towards purchasing of goods or services and the attitude they show towards being attached to a specific product or service. Table 3. 1 Definition of Customer Loyalty Variable Constructs Definitions Source Customer Loyalty 1. Behavioral Loyalty The behavioral perspective the customer is loyal as long as they continue to purchase and use the goods or services intrusion Woodside et al.

, 1989; Parasuraman et al. Table 3. 2 Measurement of Customer Loyalty Constructs Items Source Measure Behavioral Loyalty 1. I would use Facebook again 2. I would encourage my friends to use Facebook 3. I would recommend Facebook to others 4. et al. (2018); Shabbir H. (2017) 5 point Likert scale 3. 5 Demographic variables The demographic variables include the personal information of the participants in the sample population. This gives a brief description about the participant such as age, gender, marital status, occupation and the educational background. It also describes the geographical location in which the participant often logs in into Facebook. The demographic variables focus on the period of time that a Facebook user would say logged in. Constructs Items Behavior variables 1. How long have you been using Facebook? 2. How many current Facebook friends do you have? 3.

It aims at understanding how customer satisfaction is linked to e-service quality, how trust is linked to customer loyalty among others. 2 Questionnaire Design Researcher measured the dependent variable through the questionnaire, this study mainly based on the influence of e-service quality, customer satisfaction, trust and customer loyalty, and the correction of the questionnaire based on the literature. The definition of the relevant variables based on the relevant literature. The purpose of questionnaire design reference to the domestic and foreign literature developed by the scale, and amendments to the problem of the project to improve the validity of the questionnaire content. In this study, different facets given to different classification nouns, and then the keywords classified according to their research keywords. 0, statistical software as the data analysis tool.

The statistical analysis techniques applied in this research include Descriptive analysis, Validity and Reliability analysis, t-test, One-Way Anova, Correlation analysis and Simple regression analysis and multiple regression analysis. 1 Descriptive Statistics Analysis his method is used to sort, categorize, simplify or plot the data obtained from the study to describe and show the relationship of the data (Berkner, 1996). In our thesis, descriptive statistics is employed in analyzing the data collected from the questionnaires. 2 Validity Analysis This is the extent of truth of the measure. In this study, the degree of internal consistency of the questionnaires is verified by the reliability test (Single, Kandel and Johnson, 1975). The Cronbach’s coefficient always has a value between 0 and 1; if the value is greater than 0. 7, the reliability is said to be high, if it is between 0.

35 and 0. 7, reliability is said to be moderate and when it is less than 0. 70 and ± 0. 99 it shows that the variables are highly correlated, if it is between ± 0. 40 and ± 0. 69 shows that they are moderately correlated and between ±0. 10 and ± 0. 0 to analyze data and empirical results. This chapter divided into seven sections. The first section provides descriptive analysis. The second section is the validity and reliability analysis. Meanwhile, the third section described variance analysis. As shown in the table, the respondents consisted of 239 females (72. 6%) more than 90 males (27. 4%), and 270 single (82. 1%) greater than 59 married (17. Majority of respondents have ages ranging from 20 to 29 which accounting for 73. 6% of respondents had estimated monthly income from $350US to $500US. Table 4. 1 Demographic profile of respondents Variables Category N Percentage Gender Male Female 90 239 27.

6 % Marital status Single Married 270 59 82. 9 % Age Under 20 years old 20-29 30-39 40-49 Over 50 years old 44 243 33 2 7 13. 6% of sample answered that they have used Facebook during from 1 to 2 years, and most of the respondents which 80. 9% express that they used Facebook over 2 years; Majority of the respondents have current Facebook friends ranging from 1500 to 2000 which accounting for 27. 1% of the total. The other respondents only have from 100 to 500 Facebook friends (19. It shows the frequency and percentage, which are the most of respondents are login on Facebook from their home (81. 6 % 2 Over 2 years 266 80. 9 % 1 Current Facebook friends Less than 100 12 3. 1 % 1 Over 2000 61 18. 5 % 3 Login place Home 267 81. 2 % 1 School 13 4. 9 % 1 3-4 hours 71 21. 6 % 2 4-5 hours 33 10. 0 % 6 More than 5 hours 53 16. 3 Analysis respondents' degree of variables consent This study conducted data analysis on each facet item in terms of e-service quality, customer satisfaction, trust, and customer loyalty, and used the data of each facet item to describe the number of times and percentages that indicated the demographic variables and behavior variables of the study.

The descriptive average and standard deviation of the sample for each item are calculated. 1 Constructs Questionnaires Mean Standard deviation Order Security 1 Enough information about security issues is given at Facebook 3. 110 24 2 The user is informed about the handling and utilization of personal data 3. 012 11 3 Security standards seem to be sufficient 3. 116 23 4 Information about the security system appears to be sufficient 3. 113 22 5 The use of a security certificate is announced explicitly 3. 041 16 16 My interaction with Facebook would be clear and understandable 3. 095 13 17 I have already acquired the necessary skills of using feature of Facebook 3. 011 8 Web design 18 The information on Facebook is clearly presented 3. 072 9 19 The content on Facebook is well designed 3. 084 14 20 The content on Facebook is visually appealing 3. The second high agree item of respondents is “I have pleasure of using Facebook” (m = 3.

The lowest agree item of repondents is “My choice to use Facebook was a wise one” (m = 3. Table 4. 2 Constructs Questionnaires Mean Standard deviation Order Customer satisfaction I am satisfied with using Facebook 3. 019 1 I am relatively satisfied with the quality of Facebook 3. Table 4. 3 Constructs Questionnaires Mean Standard deviation Range Trust I believe that generally Facebook provider looks out for the best interests of the users 3. 019 2 I believe that Facebook provides good account and privacy settings to keep my information safe 3. 093 4 I believe my information will be safe even though Facebook privacy settings or policies would change 3. 153 5 I believe the information available in Facebook is mostly correct 3. 050 1 I would encourage my friends to use Facebook 3. 092 3 I would recommend Facebook to others 3. 110 6 I would say positive things about Facebook to others 3.

072 5 I seldom consider switching to another website 3. 137 8 Attitudinal Loyalty I like using Facebook 3. Different points of time are verified with different industries. Therefore, they have a reasonable basis. After the questionnaires is officially issued, pre-testing is conducted. According to the results of the pre-test, the content of the questionnaire is appropriately revised. Therefore, the measurement tools used in this study should be consistent with required content validity. The reliability analysis results of this study are shown in table 4. Table 4. 2 Results of Reliability Tests on Facebook users in Vietnam Variables Constructs Cronbach’s α value E-service quality Security 0. 974 Information quality 0. 887 Ease of use 0. 1 t–Test 4. 1 Gender Gender is the main personal characteristic on research variables. It was devided into the 2 categories which are “male”, and “female”.

Details have shown on table 4. The result shows no significant differ on variables in this research. 150 Attitudinal loyalty 3. 2 Marital status In this research, the participating users’ marriage level ranged married respondents’ number lower than single samples. Table 4. 2 shows the results of t-Test analysis on marital status of Facebook users in Vietnam. P value is more than 0. In “web design”, the average number of “single” (m=3. 855) is also more than “married” (m=3. Moreover, in “attitudinal loyalty”, the average number of “single” (m=3. 682) is also greater than “married” (m=3. Table 4. 2 One-Way ANOVA 4. 1 Age Table 4. 1 shows the results of the one-way analysis of variance (One-Way ANOVA) on age. In the questionnaire age was divided into the 5 categories which are (1) under 20 years, (2) from 20 to 29 years, (3) from 30 to 39 years, (4) from 40 to 49 years, and (5) over 50 years.

P value is more than 0. 287 Attitudinal loyalty 3. 2 Education In this study, the participating users’ education level ranged from high school to master/doctor degree. In the questionnaire education level was divided into the 3 categories which are (1) high school, (2) bachelor or college, and (3) master or doctor. Table 4. 2 shows the results of the one-way analysis of variance (One-Way ANOVA) on education. 868 Trust 3. 264 Customer loyalty Behavioral loyalty 3. 617 Attitudinal loyalty 3. 3 Occupation In this study, the participating users’ occupation level ranged as (1) student, (2) housewife, (3) worker, (4) officer, (5) businessman, and (6) others. Table 4. 102 Customer satisfaction 3. 185 Trust 3. 054 Customer loyalty Behavioral loyalty 3. 175 Attitudinal loyalty 3. 4 Monthly income In this study, the participating users’ monthly income ranged as (1) under $150US, (2) from $150US to $249US, (3) from $250US to $349US, (4) from $350US to $500US, and (5) over $500US.

264 Responsiveness 3. 229 Customer satisfaction 3. 399 Trust 3. 512 Customer loyalty Behavioral loyalty 3. 598 Attitudinal loyalty 3. 566) and (4) (m=3. 657) is greater than (2) (m=2. In “ease of use”, the average number of (4) (m=3. 793) is greater than (2) (m=3. In “web design”, the average number of (3) (m=3. 658) and (4) (m=3. 632) is greater than (2) (m=3. In “behavioral loyalty” the average number of (4) (m=3. 692) is greater than (2) (m=3. 5 Analysis of Variance on “How long have you been using Facebook?” of Facebook users in Vietnam Variables Constructs How long have you been using Facebook? F value P value LSD (1) (2) (3) (4) E-service quality Security 3. 000 (3),(4),(5),(6)>(1) (5),(5),(6)>(2) Ease of use 3. 008 (3),(4),(5),(6)>(1) (4)>(2) Web design 2. 009 (2),(3),(4),(5),(6)>(1) (4)>(2) Responsiveness 2. 000 (2),(3),(4),(5),(6)>(1) (4),(5)>(2) Customer satisfaction 2. 002 (2),(3),(4),(5),(6)>(1) (4),(5)>(1),(2) Trust 2. 123 Attitudinal loyalty 3. 8 How often do you check your Facebook account? Variables Constructs How often do you check your Facebook account? F value P value LSD (1) (2) (3) (4) (5) E-service quality Security 3.

000 (1),(2),(5)>(3),(4) (2)>(1) Information quality 3. 000 (1),(2),(5)>(3),(4) (2)>(1) Ease of use 3. 000 (1),(2),(5)>(3),(4) (2)>(1) Web design 3. 007 (2),(3),(4),(5),(6)>(1) (4)>(2) Customer satisfaction 3. 002 (2),(3),(4),(5),(6)>(1) (4)>(2),(6) Trust 3. 004 (2),(3),(5)>(1) Customer loyalty Behavioral loyalty 3. 006 (2),(3),(4),(5),(6)>(1) Attitudinal loyalty 3. 4 Correlations of the Research Constructs Correlation analysis is used to test the linear relationship between two variables which is the relationship between the extent of correlation between the two variables involved and also the relevance of the existence of each continuous variable (Fault et al. 1 shows that “security”, “information quality”, “ease of use”, “web design”, and “responsiveness” of e-service quality are all highly correlated to customer satisfaction. The correlations coefficients are 0. 858, and 0. The “information quality” of e-service quality is the highest correlated to customer satisfaction. Table 4. 3 Correlation Analysis of relationship between customer satisfaction and customer loyalty Constructs Constructs (A) (B) (C) Customer satisfaction(A) Pearson Correlation 1 Behavioral loyalty (B) Pearson Correlation 0.

917** 1 Attitudinal loyalty (C) Pearson Correlation 0. 4 Correlation Analysis of relationship between trust and customer loyalty Constructs Constructs (A) (B) (C) Trust (A) Pearson Correlation 1 Behavioral loyalty (B) Pearson Correlation 0. 914** 1 Attitudinal loyalty (C) Pearson Correlation 0. 5 Correlation Analysis of relationship between e-service quality and customer loyalty constructs constructs (A) (B) (C) (D) (E) (F) (G) Security (A) Pearson Correlation 1 Information quality (B) Pearson Correlation 0. Therefore, it can be verified that the hypothesis H7 proposed in this study is established. Dependent Independent Customer Satisfaction t E-service Quality 0. 387 F 2151. 772 P 0. 000*** R2 0. 665 Ease of use 0. 767 Web design 0. 917 Responsiveness 0. 642 F 452. 494 P 0. 767 Web design -0. 917 Responsiveness 0. 642 F 439. 796 P 0. 000*** R2 0. 751 adj-R2 0. 5 Regression Analysis of E-service Quality and Customer Loyalty Dependent Independent Customer Loyalty t E-service Quality 0. 397 F 1797. 505 P 0. 000*** R2 0. 6 Multiple Regression Analysis 4.

1 Analysis of Mediating Effect of Customer Satisfaction on E-service Quality and Customer Loyalty Variable Customer Loyalty (Y) Customer Satisfaction (M) Model 1 (X→Y) Model 3 (M→Y) Model 4 (X+M→Y) Model 2 (X→M) E-service Quality (X) 0. 932*** Customer Satisfaction (M) 0. 424*** F 1797. 772 P 0. 7 Hypothesis Testing Chapter V Conclusion and Suggestions. Under this chapter of the research, we will discuss the effect of e-service quality on customer satisfaction, customer loyalty and trust on the e-service marketing platform. More so, this chapter looks into detail on the research hypotheses that are mentioned earlier and put together the results obtained from the statistical analysis of data. This chapter will also focus on the management and academic contributions of this study and also the limitations of the research and suggest possible recommendations that can be used in the future.

1 Conclusion The conclusion part of this chapter is based on the research hypotheses and the study purpose. Customer satisfaction has a significant positive impact on customer loyalty. Satisfied customers will tend to have a positive attitude towards the brands of a company and will more likely have a good re-purchase intention. 2 Academic Contribution and Managerial Implications This research has a significant positive impact on academic studies and managerial aspects in various ways. It describes how e-service quality affects customer satisfaction, customer loyalty and trust. E-service quality is a key construct in e-commerce and marketing and carries great weight in the overall consumer perception about an organization. 3 Research Result In overall, this research was aimed at finding the effect of e-service quality, customer satisfaction and trust on customer loyalty.

The findings of the research indicate that e-service quality has a significant positive impact on customer loyalty. Customer satisfaction is a mediating variable between e-service quality and customer loyalty. When the level of e-service quality is high, customer satisfaction rating also gets better. Satisfied customers will have a high tendency of re-purchasing the brands and commodities of an organization hence an expression of their loyalty towards that organization. One is to investigate the dimensions of e-service quality and to study it on a wide range and the second one is to measure the relationship between those dimensions and customer loyalty. The other limitation includes lack of communication skills. Better communication skills would enable us communicate with the respondents in a better way.

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Your answers will be treated confidentially. Security standards seem to be sufficient 4. Information about the security system appears to be sufficient 5. The use of a security certificate is announced explicitly Part B: Information quality 1 2 3 4 5 6. Facebook Fan Page provides all needed information to enable consumers to purchase from the company promoted 7. Facebook Fan Page provides information that can be understood easily 8. The content on Facebook Fan Page is visually appealing 19. Facebook Fan Page uses proper type of media (charts, photos & images) 20. Facebook Fan Page uses proper type of fonts 21. Facebook Fan Page uses proper colors Part E: Responsiveness 1 2 3 4 5 22. Providing telephone number and contact information to reach the company promoted on the Facebook Fan Page 23. I think I did the right thing by using/buying from Facebook Fan Page 6.