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研究生:阮鴻越
研究生(外文):Nguyen Hong Viet
論文名稱:THE STUDY OF ONLINE SERVICE QUALITY AND CUSTOMER SATISFACTION IN HANOI POST CUSTOMS DEPARTMENT
論文名稱(外文):THE STUDY OF ONLINE SERVICE QUALITY AND CUSTOMER SATISFACTION IN HANOI POST CUSTOMS DEPARTMENT
指導教授:王昭雄王昭雄引用關係李勝榮李勝榮引用關係
指導教授(外文):Dr. Jau-Shyong WangDr. Sheng-Jung,Li
學位類別:碩士
校院名稱:樹德科技大學
系所名稱:金融系碩士班
學門:商業及管理學門
學類:財務金融學類
論文種類:學術論文
論文出版年:2014
畢業學年度:103
語文別:中文
論文頁數:81
中文關鍵詞:Key Words: Service QualityCustomer Satisfaction
外文關鍵詞:Key Words: Service QualityCustomer Satisfaction
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ABSTRACT
With the continuous growth of competition in the market place, understanding customers has become more and more important method of marketing. Research has shown that high service quality contributes to profitability. In search of competitive advantage, both practitioners and academics are keen on accurately measuring service quality in order to better understand its essential antecedents and consequences, and ultimately establish methods for improving service quality. Nowadays, the incredible growth of the Internet is changing the way corporations conduct business with consumers who are increasingly expecting higher services, becoming time saved and wanting more convenience. The same situation is applied for e-government. E-government is in fashion because of a lot of benefits which it can forgive to every society. One of the sub-systems of e-government is e-customs. So far, a lot of countries around the world have adopted e-customs in their countries. One of the very latest countries in this area is Vietnam. For the implementation of e-customs there are barriers which should be removed as early as possible in the very near future is related to online customs service quality and business customer satisfaction. Thus, the purpose of this study is to investigate customer perceptions of service quality in online customs and the relationship between service quality dimensions and customer satisfaction. Specifically, the objectives are threefold: (1) To explore the key dimensions of service quality perceptions towards online customs; (2) To examine the relationship between demographic characteristics and the perceived quality; and (3) To find out the relationship between perceived service quality and customer satisfaction in the online customs setting.
This study uses E-SERVQUAL to measure online customs service quality. The study is a cross-sectional case survey that involved the use of self-administered structured questionnaire to collect primary data from business customers of Hanoi Post Customs Department. In total, 296 questionnaires are collected.
Based on ANOVA test on type of business, the study found that as for efficiency, system availability, responsiveness, contact, and satisfaction, there are differences between companies doing business in manufacturing and companies doing business in both manufacturing and service. Based on ANOVA test on number of employees, as for efficiency, system availability, privacy, responsiveness, contact, and satisfaction, there are differences between companies with different number of employees. Based on ANOVA test on registered capital, as for efficiency, system availability, responsiveness, contact, and satisfaction, there are differences between companies with different registered capital. Based on ANOVA test on kind of ownership, as for responsiveness, there are differences between companies with different kinds of ownership (state and non-state). Based on ANOVA test on employee income per month, as for privacy, contact, and satisfaction, there are differences between companies with different employee income per month. Based on ANOVA test on time of using online customs service, as for efficiency, system availability, privacy, responsiveness, contact, and satisfaction, there are differences between companies with different time of using online customs.
It was also found that from the regression analysis, among 5 dimensions of online service quality, efficiency, system availability, privacy, and contact have statistically significant influences on business customer satisfaction, while responsiveness does not.
While the main methodological limitations of the study are noted, the study offers theoretical and managerial implications for scholars and practitioners and makes specific useful recommendations for management of customs departments in general and Hanoi Post Customs Department in particular.



ABSTRACT
With the continuous growth of competition in the market place, understanding customers has become more and more important method of marketing. Research has shown that high service quality contributes to profitability. In search of competitive advantage, both practitioners and academics are keen on accurately measuring service quality in order to better understand its essential antecedents and consequences, and ultimately establish methods for improving service quality. Nowadays, the incredible growth of the Internet is changing the way corporations conduct business with consumers who are increasingly expecting higher services, becoming time saved and wanting more convenience. The same situation is applied for e-government. E-government is in fashion because of a lot of benefits which it can forgive to every society. One of the sub-systems of e-government is e-customs. So far, a lot of countries around the world have adopted e-customs in their countries. One of the very latest countries in this area is Vietnam. For the implementation of e-customs there are barriers which should be removed as early as possible in the very near future is related to online customs service quality and business customer satisfaction. Thus, the purpose of this study is to investigate customer perceptions of service quality in online customs and the relationship between service quality dimensions and customer satisfaction. Specifically, the objectives are threefold: (1) To explore the key dimensions of service quality perceptions towards online customs; (2) To examine the relationship between demographic characteristics and the perceived quality; and (3) To find out the relationship between perceived service quality and customer satisfaction in the online customs setting.
This study uses E-SERVQUAL to measure online customs service quality. The study is a cross-sectional case survey that involved the use of self-administered structured questionnaire to collect primary data from business customers of Hanoi Post Customs Department. In total, 296 questionnaires are collected.
Based on ANOVA test on type of business, the study found that as for efficiency, system availability, responsiveness, contact, and satisfaction, there are differences between companies doing business in manufacturing and companies doing business in both manufacturing and service. Based on ANOVA test on number of employees, as for efficiency, system availability, privacy, responsiveness, contact, and satisfaction, there are differences between companies with different number of employees. Based on ANOVA test on registered capital, as for efficiency, system availability, responsiveness, contact, and satisfaction, there are differences between companies with different registered capital. Based on ANOVA test on kind of ownership, as for responsiveness, there are differences between companies with different kinds of ownership (state and non-state). Based on ANOVA test on employee income per month, as for privacy, contact, and satisfaction, there are differences between companies with different employee income per month. Based on ANOVA test on time of using online customs service, as for efficiency, system availability, privacy, responsiveness, contact, and satisfaction, there are differences between companies with different time of using online customs.
It was also found that from the regression analysis, among 5 dimensions of online service quality, efficiency, system availability, privacy, and contact have statistically significant influences on business customer satisfaction, while responsiveness does not.
While the main methodological limitations of the study are noted, the study offers theoretical and managerial implications for scholars and practitioners and makes specific useful recommendations for management of customs departments in general and Hanoi Post Customs Department in particular.



TABLE OF CONTENT
ABSTRACT i
ACKNOWLEDGEMENT ! iii
TABLE OF CONTENT iv
LIST OF TABLES v
LIST OF FIGURES vi
CHAPTER 1: INTRODUCTION 1
1.1. Research background 1
1.2. Research motive 3
1.3. Research purpose 4
1.4. Research Procedure 6
CHAPTER 2 : LITERATURE REVIEW 7
2.1. Traditional service quality 7
2.2. Quality of online services 10
2.3. Customer’s satisfaction 13
2.4. Relationship between service quality and customer’s satisfaction 14
2.5. Hanoi post customs sub-department 22
CHAPTER 3: RESEARCH DESIGN 16
3.1. Research model 16
3.2. Research hypotheses 18
3.3. Measurement of variables 19
3.4. Data collection 21
CHAPTER 4: RESEARCH RESULTS 22
4.1. Sample description 22
4.2. Reliability and validity of variables 25
4.3. Descriptive statistics of variables 27
CHAPTER 5: CONCLUSION 63
5.1. Findings and contribution 63
5.2. Implications 66
5.3. Limitation 68
REFERENCES 77
LIST OF TABLES
Table 3.1. E-SERVQUAL 71
Table 4.1. Types of business 27
Table 4.2. Number of employees 28
Table 4.4. Kind of Ownership 29
Table 4.5. Employee’s average income per month 30
Table 4.6. Time of using online customs services 31
Table 4.7. Casewise Diagnosticsa 38
Table 4.8. Residuals Statisticsa 39
Table 4.9. Descriptive Statistics for 5 independent variables and 1 dependent variable 40
Table 4.10. Table ANOVA test on type of business 41
Table 4.11. ANOVA test on number of employees 44
Table 4.12. ANOVA test on registered capital 46
Table 4.13. ANOVA test on kind of ownership 49
Table 4.14. ANOVA test on income per month 51
Table 4.15. ANOVA test on time of using online customs services 55
Table 4.16. Variables Entered/Removedb 58
Table 4.17. ANOVAb 59
Table 4.18. Model summary 60
Table 4.19. Model coefficients 60
Table 5.1. Summary of the hypothesis test results 65


LIST OF FIGURES
Figure 2.1. Online customs procedures 24
Figure 4.1. Assumption of normality 39
Figure 4.2. Scatter plot 40
Figure 5.1. Research model tested (** Significant at p < 0.1 level; *** Significant at p < 0.01 level; ns: not significant) 65



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