석사학위논문 Study on Customer Satisfaction of Online Shopping in Uzbekistan
Download 0.89 Mb.
|
25.06 Thesis
- Bu sahifa navigatsiya:
- Study on Customer Satisfaction of Online Shopping in Uzbekistan
- List of Tables
- Introduction
|
석사학위논문 Study on Customer Satisfaction of Online Shopping in Uzbekistan 동 아 대 학 교 대 학 원 경 영 학 과 알크메도브 이브로힘 2018 학년도 Study on Customer Satisfaction of Online Shopping in Uzbekistan by Submitted to
Fulfilment of the Requirements for the Degree of Master of Arts In Business Administration June 2019 Study on Customer Satisfaction of Online Shopping in Uzbekistan by Akhmedov Ibrohim I have examined the final copy of this thesis for format and content and recommend that it be accepted in partial fulfilment of the requirements for the degree of Master of Business Administration, with a major in Marketing _______________________________________ Committee Chair Dr. Dong Dae Lee We have read this dissertation (thesis) and recommend its acceptance: ______________________________________________ Committee Vice-Chair Dr. Joo Hwan Seo ______________________________________________ Committee Member Dr. Sang Cheol Seol
현재 디지털 사용자가 크게 증가했으며 우즈벡 소비자의 쇼핑 패턴이 동시에 변경되었다. 전자상거래는 지난 10년 간 빠르게 성장하였으며 현대에 보급된 온라인 쇼핑은 점점 매력적으로 변하고 있다. 디지털의 급속한 성장과 쇼핑 채널로서의 사용으로 인해 오늘날 소비자들은 단 몇 번의 클릭만으로 언제 어디서나 쇼핑을 할 수 있다 (Lee, 2004). 온라인 쇼핑은 전통적인 쇼핑 방법에 비해 쉬운 접근성, 더 많은 정보 및 선택을 제공한다. 이 연구는 우즈베키스탄의 온라인 쇼핑몰에서 고객 만족도와 고객 충성도의 관계를 조사하는 것을 목적으로 한다. 평가는 고객 만족도 및 고객 충성도와 관련하여 제품 품질, 배송 속도, 전자 결제, 웹 디자인, 보안 및 신뢰와 같은 6가지 변수들을 중심으로 이루어졌다. 설문 조사를 통해 데이터 수집이 이루어졌으며 330명의 응답자가 이 온라인 설문조사에 참여하였다. 이 연구에서는 SPSS AMOS 통계 프로그램을 사용하여 종속 변수와 독립 변수 간 데이터를 분석하기 위해 구조 방정식 모델 (SEM)을 사용하였다. 설문지는 우즈베키스탄 내외에 거주하는 우즈벡인들에게 배포하였으며 시민들에게 제공된 설문지는 온라인 구매에 대한 고객 만족도 및 고객 충성도에 어떤 요소가 영향을 미치는지 연구하는 것을 목표로 하였다. 전체 가설 11개 중에서 9가지 가설이 채택되었으며 제품 품질, 배송 속도, 전자 결제 및 인식된 유용성이 고객 만족에 영향을 미친다는 가설은 상당히 유의미하며 전자결제, 신뢰와 사용 용의성은 고객 충성도에 긍정적인 영향을 주는 것으로 나타났다. 고객 만족도와 관련된 변수 중 보안 및 웹 디자인은 고객 만족도에 중요한 영향을 미치지 않는 것으로 나타났으며 제품 품질과 배송 속도는 고객 만족에 긍정적인 영향을 미치는 것으로 나타났다. 또한 인식된 유용성, 사용 용의성 및 고객 만족은 고객 충성도에 영향을 미치는 것으로 나타났다. 결론적으로 본 연구를 통해 우즈베키스탄 소비자들은 온라인을 통하여 물건을 구매할 의향이 상당히 있다는 것을 알 수 있었다. 주제어: 온라인 쇼핑, 고객 만족, 고객 충성도, 전자 결제, 인지된 유용성,(SEM) 모델, 제품 품질, 배송 속도. List of Contents I. Introduction 1 1. Demographic of Uzbekistan 3 2. Middle income growth 6 3. Buying behavior of Uzbekistan 10 4. Purpose of research 13 II. Literature review and research framework 15 1. Product quality 17 2. Delivery speed 18 3. e-Payment 19 4. Web design 21 5. Security 22 6. Trust 23 7. Perceived usefulness and perceived ease of use 24 8. Customer satisfaction 27 9. Customer loyalty 28 III. Methodology 33 1. Sample design 33 2. Research method 34 IV. Data analysis 34 Descriptive statistics 35 Parameters estimation 37 Model fit summery 40 V. Conclusion and limitations 43 References 45 Appendix 54 Abstract 60
Literature findings 30 Descriptive Statistical Result 35 Parameters Result 38 Root mean square error of approximation Result 41 RMR and GFI Result 41 List of Figures Internet Users of Uzbekistan 4 Structure of household consumption 8 The aggregate demand structure by 2030 9 Research Framework 16 Research Framework Result 40 Introduction Currently, the digital users have been increased significantly. All generation from young to old enjoy using online in everyday life. More specifically not only in developed countries but also in developing countries internet is becoming more and more in common. With the help of Internet, we can find out events as well as news lying on the bed that is occurring around the world. Due to the rapid growth of the digital and its use as a channel for shopping, today’s consumers are able to shop from anywhere at any time with just a few clicks of their fingers.(Lee, 2004) In modern world that is called as online shopping. In developed countries, online shopping has already become very popular among digital customers and many consumers prefer to purchase nearly anything from online because it saves their time and money. In fact, these two aspects are the essential ones of our life. Online shopping is a direct transaction between two parties in real time without intermediary service over internet. Online shopping provides easy accessibility, more information and choice compared to traditional way of shopping. The trend of online shopping is significantly increasing in developing countries. Nowadays, in developing countries besides Uzbekistan shopping pattern has also perceptibly changed. E-commerce is also reaching its pick point in this country. Growing the Uzbekistan’s population and the improvements in IT technologies are the main reasons for the enhance of e-commerce. More population is more choices. The online markets based on digital have improved traditional stores through the development of e-commerce sites. Nowadays, a lot of e-commerce especially online shopping had widened the access to their products through new methods of marketing via electronically mediated e-commerce (Foley at al., 1998). Online shopping is increasingly becoming more and more attractive with its penetration in the modern times. It saves time, money and offers convenience (Alba et al., 1997) reduces the costs which otherwise would have been incurred on searching the goods (Seo & Kim, 1999)offers a price cheaper than traditional store (O'Connor & O'Keefe, 1997) and continuously being perceived as secured for online transactions, apart from reduced cost of online due to its mass diffusion. The risk of leaving an unsatisfied customer is greater when talking about e-commerce. Since e-commerce is mainly done virtually, the service failures that happen can be even harder to recover from than if it is in a brick-and-mortar organization (Hoffman et al., 2016). This is due to the inexistence of immediate physical interaction between the service provider and the customer, thus eliminating the advantage of having a social engagement between both which could potentially ease the tension. Furthermore, e-commerce customers often fail to give companies their feedback, even in service failure situations, making it harder for those companies to understand customers’ expectations, needs and wants (Chaffey et al., 2009). That is why service failure recovery is so important for businesses, especially in e-commerce, and represents such a great opportunity for thorough investigation. Download 0.89 Mb. Do'stlaringiz bilan baham: 
|