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研究生:阮文舞
研究生(外文):Van-Vu Nguyen
論文名稱:The Impact of Customer Satisfaction on Positive Word of Mouth: The Case of Vietnamese Online Fashion Retailing
指導教授:祝道松 教授
指導教授(外文):Dr. Dauw-Song Zhu
學位類別:碩士
校院名稱:國立東華大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
論文頁數:113
中文關鍵詞:Customer expectation
外文關鍵詞:Customer expectationrepurchase intentiontrustcommitmentonline retailingpositive word of mouthcustomer satisfactionperceived valueperceived quality
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  • 被引用被引用:0
  • 點閱點閱:135
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This online research examines the impact of customer satisfaction on positive word of mouth in Vietnamese online retailing. The role of positive word of mouth is getting important during customer information online searching which leaded by customer satisfaction. Regarding Expectation Confirmation Theory, Customer Satisfaction Index model, and Theory of Reasoned and Action, this research examined the relationship among customer expectation, perceived quality, perceived value, customer satisfaction, commitment, trust, repurchase intention, and positive word of mouth. The structural equation model was conducted with 407 respondents who bought fashion products through Vietnamese top online retailers. The results indicated that only perceived quality and perceived value are important predictors to customer satisfaction, which ultimately results in commitment, trust, and repurchase intention. Importantly, this study also pointed out the mediation effects between customer satisfaction and positive word of mouth through relationship attributer such as commitment, trust, and repurchase intention which provides insight to manage customer satisfaction and word of mouth behavior.
This online research examines the impact of customer satisfaction on positive word of mouth in Vietnamese online retailing. The role of positive word of mouth is getting important during customer information online searching which leaded by customer satisfaction. Regarding Expectation Confirmation Theory, Customer Satisfaction Index model, and Theory of Reasoned and Action, this research examined the relationship among customer expectation, perceived quality, perceived value, customer satisfaction, commitment, trust, repurchase intention, and positive word of mouth. The structural equation model was conducted with 407 respondents who bought fashion products through Vietnamese top online retailers. The results indicated that only perceived quality and perceived value are important predictors to customer satisfaction, which ultimately results in commitment, trust, and repurchase intention. Importantly, this study also pointed out the mediation effects between customer satisfaction and positive word of mouth through relationship attributer such as commitment, trust, and repurchase intention which provides insight to manage customer satisfaction and word of mouth behavior.
CHAPTER 1 INTRODUCTION 1
1.1 Statement of the Research Problem 1
1.1.2 Research description 1
1.1.2 Problem statement 1
1.2 Background Information 2
1.2.1 Online retailing 2
1.2.2 Vietnamese online retailing market 3
1.3 Objectives of the Study 7
1.4 The Significance of the Study 8
1.5 Definition of Key Terms 8
1.6 Organization of the Research 11
CHAPTER 2 LITERATURE REVIEW 13
2.1 Word of Mouth 13
2.2 Customer Satisfaction 15
2.3 Theoretical Foundations 16
2.3.1 Expectation Confirmation Theory 16
2.3.2 The Customer Satisfaction Index Model 18
2.3.3 Satisfaction measurement 19
2.3.3.1 Perceived quality 19
2.3.3.2 Customer expectation 20
2.3.3.3 Perceived value 21
2.3.4 Theory of Reasoned Action 21
2.4 Relationship Quality and Repurchase Intention 23
2.4.1 Commitment 24
2.4.2 Trust 25
2.4.3 Repurchase intention 25
2.5 Hypothesis Development 26
2.5.1 Perceived value and customer satisfaction relationship 26
2.5.2 Perceived quality, perceived value and customer satisfaction relationship 27
2.5.3 Customer expectation, perceived quality, perceived value and customer satisfaction relationship 28
2.5.4 Customer satisfaction and word of mouth relationship 30
2.5.5 Relationship quality and word of mouth relationship 31
2.5.6 Customer satisfaction, repurchase intention, and word of mouth relationship 33
2.6 Summary 35
CHAPTER 3 RESEARCH METHODOLOGY 37
3.1 Conceptual Framework 37
3.2 Instrument Development 38
3.3 Pilot Test 41
3.3.1 Cronbach's α (alpha) 41
3.3.2 Outcome from pilot test 41
3.4 Sampling and Procedure 43
3.4.1 Convenience sampling 43
3.4.2 Determine sample size 43
3.5 Data Collection 44
3.6 Statistical Analysis 44
3.7 Summary 50
CHAPTER 4 RESULTS AND DISCUSSION 51
4.1 Description of Sample and Response 51
4.2 Measurement Model Analysis 53
4.2.1 Cronbach’s alpha test 54
4.2.2 Exploratory factor analysis 55
4.2.3 Confirmatory factor analysis 56
4.3 Structural Equation Model 61
4.4 Hypotheses Testing Results 63
4.5 Mediation Analysis 70
4.6 Discussions 75
4.7 Summary 77
CHAPTER 5 CONCLUSION 79
5.1 Conclusion 79
5.2 Implications 80
5.2.1 Theoretical implications 80
5.2.2 Managerial implications 81
5.3 Research Limitations 83
5.4 Suggestions for Future Research 84
REFERENCES 85
APPENDIX 97


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