A study on customer satisfaction of online group-buying/groupon model in Vietnam
Abstract
This study is conducted to analyze the development process of Online GroupBuying (OGB) model and to find out what the key factors that influence customer
satisfaction toward OGB model in the period of refreshing time after this model must be
faced many difficulties in Vietnam market. For the purpose of the present study, primary
data were collected based on questionnaire. In total of 199 of 355 distributed surveys are
valid respondents who already used OGB model in their purchasing and these
respondents were selected from both face-to-face hard copies and online survey in Ho
Chi Minh region. The opinion of the respondents will be focus on 26 items of 5
components in Customer Satisfaction section (E-Service Quality; OGB’s Stakeholders’
Brands, Product Quality, Discount Price and Distribution Channel). To indicate the
affecting level of these factors to customer satisfaction, this model was measured with
Likert five-point scales ranging from ―Strongly Disagree‖ to ―Strongly Agree‖. After
making the data analysis, the result of this study shows that there are one item ESQ3
―The buying process in OGB websites is simple and easy to complete.‖ which belongs to
―E-Service Quality‖ dimension are deleted because of the value is disappear when we test
the Factor Analysis. When apply the regression analysis regression, the factor BRAND
(B) are deleted. Therefore, the final model comes up with four components that
contributing to customer satisfaction toward OGB model in Vietnam. Including EService Quality (ESQ), Product Quality (PQ), Discount Price (DP) and Distribution
Channel (DC).
Key words: Customer satisfaction, Online-Group Buying Model.