Browsing by Subject "E-satisfaction"
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    Empirical research on online repurchase intention: an assessment of ease of use, security, private concern, trust, and e-satisfaction towards online shoppers in China
    (Assumption University Press, 2020) Wang, Renyan ; Sirion Chaipoopirutana
    Nowadays, e-commerce is more and more popular, and has become an indispensable part of people's daily life. With the fantastic growth of online shopping quantity of Chinese users, the e-commerce platform is also overgrowing. This study focuses on five factors (security, ease of use, privacy concern, trust and e- satisfaction) that affect repurchase intention. In addition, this study focuses on China's online shopping platform and online shopping users. This study collected 389 questionnaires by online platform and the data from the questionnaires were analyzed and summarized. Descriptive and inferential analyses were applied to analyze the data, and the researchers applied five point Likert scales for the research instrument. In this study, the researchers applied Simple Linear Regression and Multiple Linear Regression to test all the hypotheses. The results of this study show that “security” and “privacy concern” have great influence on trust and e-satisfaction. The website ease of use has an important impact on customers' e-satisfaction. At the same time, the online security, e-satisfaction and trust have an important impact on customer repurchase intention.
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    An Implementation of Online Marketing in Movie Theatre: A Case Study in Thailand
    ( 2016-01) Nitipan Ratanasawadwat
    Movie theaters in Thailand have been expanded their ticket selling channels from offline to online. Therefore, customers can purchase movie tickets via online (website and mobile application). Some customers do not want to wait in a long queue. Some of them would like to make sure that when they arrive the movie theatre they are able to see the movie on the schedule time as they planned. Therefore, they decided to make reservation as well as purchase the tickets via online. This paper, therefore, is developed to be a practitioner-oriented case study which is substantiated by primary research conducted before. From the in-depth interview, we came up with twenty five attributes that respondents suggested for improving e-satisfaction and e-loyalty of the movie theatre. These twenty five attributes were developed from theoretical grounds of e-SERVQUAL (such as Reliability, Website/App Design, and Personalization), TAM (Perceived Ease of Use and Perceived Usefulness), and online offers. By applying Kano's model of customer satisfaction on these twenty five attributes, we can classify the attributes into four main categories that are 'expected', 'one-dimensional', 'attractive', and 'indifference'. Expected attributes (such as 'No need to use student ID with the student loyalty card', 'Discount on snacks for loyalty card holders') can result in dissatisfaction when they are not fulfilled. One-dimensional attributes (such as 'No expired date for the loyalty card', 'Discount on movie ticket for loyalty card holders') can produce both satisfaction and dissatisfaction. Attractive attributes (such as 'Promotion on special events/occasions') produce satisfaction when delivered, but cause no dissatisfaction if not delivered.