Consumer preferences for selected online service quality factors together with price and product information - case Vietnam

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Halme, Merja
dc.contributor.advisor Liesiö, Juuso Le, Hang 2018-03-28T12:50:00Z 2018-03-28T12:50:00Z 2018
dc.description.abstract The purpose of this study is to (1) understand key online service quality factors which influence consumers purchasing decision and (2a) explore how Vietnamese consumers value the selected online service quality factors together with price and product information factors as well as (2b) classify them into different groups based on their preferences for these factors. From an extensive study of the relevant literature about online service quality, six factors are identified: privacy & security, ease of use, web design, product variety, reliability/fulfillment, and responsiveness. The reliability/fulfillment factor has sub-factors: delivery and product warranty. The responsiveness factor has two sub-factors namely customer support and return policy. Selected online service quality factors are studied along with price and product information factors. The Best–Worst Scaling experiment, carried in the thesis, is designed based on these factors and the results are analyzed by Latent Class Analysis. Vietnamese consumers, in general, value the price, product information, product warranty and return policy at most. The customer support and web design are the least valued. The three identified consumers clusters are “online shopping experience,” “budgeters” and “product guarantee.” Consumers in the “online shopping experience” cluster are looking for the similar experience as the traditional shopping. Thus, they value web design, delivery, customer support and product variety highly. Consumers in “budgeters” cluster prioritize the price factor. Consumers in “product guarantee” cluster prefer product warranty, return policy and product information at most. They are looking for the safe and flexible options for online purchasing. On the practical level, the findings can help online retailers to assess their online service quality better and develop service offerings to meet the expectations of their target consumers. en
dc.format.extent 80
dc.language.iso en en
dc.title Consumer preferences for selected online service quality factors together with price and product information - case Vietnam en
dc.type G2 Pro gradu, diplomityö fi Kauppakorkeakoulu fi School of Business en
dc.contributor.department Tieto- ja palvelutalouden laitos fi
dc.subject.keyword online service quality factors en
dc.subject.keyword consumers preferences en
dc.subject.keyword Vietnamese online retailers en
dc.subject.keyword best - worst Scaling en
dc.subject.keyword latent class analysis en
dc.subject.keyword price en
dc.subject.keyword product information en
dc.identifier.urn URN:NBN:fi:aalto-201803281946
dc.type.ontasot Master's thesis en
dc.type.ontasot Maisterin opinnäyte fi
dc.programme Information and Service Management (ISM) en
dc.subject.helecon palvelut fi
dc.subject.helecon tietoliikenne fi
dc.subject.helecon internet fi
dc.subject.helecon laatu fi
dc.subject.helecon teleoperaattorit fi
dc.subject.helecon kuluttajakäyttäytyminen fi
dc.subject.helecon tyytyväisyys fi
dc.subject.helecon Vietnam fi
dc.ethesisid 17040
dc.location P1 I fi

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