Nguyen Thuan Thi Nhu
Tomas Bata University in Zlín, Czech Republic.
Heliyon. 2020 Sep 14;6(9):e04887. doi: 10.1016/j.heliyon.2020.e04887. eCollection 2020 Sep.
Grounded on the American Customer Satisfaction Framework (ACSF) of Bryant (1995), the European Customer Satisfaction Framework Model (ECSF) of Anderson and Fornell (2000), and Eleven-factor Customer Satisfaction Model of Hokanson (1995), this study develops reliable and valid five constructs of customer satisfaction theoretical model and build up a questionnaire in the unique context of Beauty and Cosmetic Online Shopping in the Vietnamese market. More specifically, we identified five main constructs including 5 implementation constructs (i.e., online shopping experience, customer service, external incentives, security/privacy, and personal characteristics), and one outcome construct (i.e., customer satisfaction). A detailed questionnaire was then developed with items for these constructs along with the questions on the personal characteristics of the respondents. The questionnaire was sent to randomly consumers via online channels including Facebook. The target participants are Vietnamese people who have experience in shopping online products like beauty and cosmetics. Based on 334 full responses have been received, we use Exploratory Factor Analysis (EFA) to test for 167 observations to ensure that all items in each scale reflected sufficiently the scope of each construct. This technique helps to identify the underlying dimensions of consumer satisfaction. Furthermore, we also employ Confirmatory Factor Analysis (CFA) to validate the constructs and items in questionnaire. To do this, we have used the sample of 167 responses. Finally, together with results from SEM models, our study contributes to providing a reliable and valid questionnaire which fully reflect for our self-constructed theoretical model of five constructs including Online shopping experience (OSE), External incentives (EI), Seller service (SS), and Security/privacy (SP), as well as personal characteristics (PC).
本研究基于布莱恩特（1995年）的美国客户满意度框架（ACSF）、安德森和福尔奈尔（2000年）的欧洲客户满意度框架模型（ECSF）以及霍坎森（1995年）的十一因素客户满意度模型，开发了可靠且有效的客户满意度理论模型的五个构建，并在越南市场美容和化妆品在线购物的独特背景下编制了一份问卷。更具体地说，我们确定了五个主要构建，包括5个实施构建（即在线购物体验、客户服务、外部激励、安全/隐私和个人特征）以及一个结果构建（即客户满意度）。然后针对这些构建开发了一份详细的问卷，其中包含相关项目以及关于受访者个人特征的问题。该问卷通过包括脸书在内的在线渠道随机发送给消费者。目标参与者是有美容和化妆品等在线产品购物经验的越南人。基于收到的334份完整回复，我们使用探索性因子分析（EFA）对167个观测值进行测试，以确保每个量表中的所有项目都充分反映了每个构建的范围。该技术有助于识别消费者满意度的潜在维度。此外，我们还采用验证性因子分析（CFA）来验证问卷中的构建和项目。为此，我们使用了167份回复的样本。最后，结合结构方程模型的结果，我们的研究有助于提供一份可靠且有效的问卷，该问卷充分反映了我们自行构建的包括在线购物体验（OSE）、外部激励（EI）、卖家服务（SS）、安全/隐私（SP）以及个人特征（PC）在内的五个构建的理论模型。
