| dc.description.abstract | This study aimed to explore factors affecting the Customer Companies
Satisfaction on using Internet advertising services in Ho Chi Minh City. Following
the conceptual framework, the study focus on analyze the Customer Companies
Satisfaction variable through 5 independent variables Kind of Internet Advertising
Services, and Service Factors (Tangible, Reliability, Responsiveness, Assurance).
The study applied quantitative method to find out the result of research, with
statistical techniques such as Descriptive statistics, Reliability test, Factor analysis,
Multiple Linear Regression, and Path analyses. The sample sizes are the companies
using Internet Advertising Services in Ho Chi Minh City. This study showed the
empirical results that the Customer Companies Satisfaction was directly affected by
factors of Kind of Internet Advertising Services, Kind of Internet Advertising
Services, and Service Factors (Tangible, Reliability, Responsiveness, Assurance)
In conclusion, this study provides contributions to both the theoretical
perspective and the empirical findings as scientific bases for practical suggestions for
managers of Internet Advertising Companies. In addition, this study also finds
empirical evidence for the factors affecting Customer Companies Satisfaction, as
well as provides reliable scales with which to measure theoretical dimensions. Thus,
a more comprehensive conceptual framework for measuring Customer Companies
Satisfaction that included all the important factors suggested by previous researchers
was built and tested in this study. | en_US |
