Customer satisfaction toward service quality of online retailing . The case study of takeone Ltd.Co ( www.takeone.com.vn)

Abstract

This thesis is aimed to measure the customer’s perceptions toward online service quality of Takeone Co.Ltd through Website www.takeone.com.vn . The main problem of this study was whether customers are satisfied with service quality of Takeone or not. The findings of this research are most useful to Managers and Web Designers of Takeone who want to penetrate the online retailing market. This research also found out how service quality affect to customer satisfaction and the relationship between them.

The study was basically a survey that used both qualitative and quantitative approaches. The questionnaire utilized was based on the SERQUAL instrument that identifies five quality dimensions in service environment.

The findings indicate that most of respondents are not really satisfied with the online service quality of Takeone. Furthermore, from the initial five dimensions, four new dimensions are extracted to accord with the online service context. These dimensions have correlation with each other and also affect the Satisfaction’s level of customers. However, there are just two of them, named Tangibles and Competence can be predictors of Customer Satisfaction. Generally, the study implies that Takeone should improve their services quality to be more successful in online market.