Abstract
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).
Highlights
It refers to the gap of customers' emotional response to their original expectations and that to the real values that they have received during both, purchasing and consumption periods
This study develops a five-construct theoretical model of Consumer Satisfaction (CS) with beauty and cosmetics online businesses and validates the questionnaire created from that model. 334 responses have been received and they are relatively used for Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) technique which helps to prove the reliability and validity of our survey and in turn, our theoretical model
As stated in the result section, internal consistency reliability has been proved through using Cronbach's Alpha coefficients (α) for the five explored constructs
Summary
“Satisfaction influences repurchase intentions whereas dissatisfaction has been seen as a primary reason for customer defection or discontinuation of purchase”. There exists a clear gap of literature which develops theoretical and empirical models related to determinants of CS for online businesses, and we felt the need to develop and validate a questionnaire on CS in general and in the context of Vietnamese Beauty and Cosmetic Online Shopping (BSOS hereafter) in particular We fill this important gap and conduct our research in two separate studies. Giving an illustration for this point, we reveal that customers in this country can approach a variety of products and services via a number of online information channels for the benefits of suitable beauty and cosmetics This is expected to result in an improvement of online businesses’ net sales within the BSOS sector.
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