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1. Introduction
Internet is no more a niche technology. It is a mass media and an absolutely
essential part of modern time. As lives become more fractured and jumbled, it is not
surprising that customers attract to the unrivalled convenience of an Internet when it
comes to searching and buying product.
The level of e-commerce can be measured by using an e-commerce capability
indicator by Molla and Licker (2004):
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Website Structure
Customer attitude in
E-commerce System
Over all
Customer
Satisfaction
Website Adequacy
Website Security
Website Response
Website Customization
This paper consists of seven sections.
In section 1, the problem about which the research was carried out is discussed and
also the trends of online shopping in Pakistan. Section 2 states the literature review
and the theoretical background is developed. In Section 3, researcher describes the
research method adopted including sources of information and data collection
procedure is described. In Section 4, the empirical data collected through
questionnaire is analyzed and where as in section 5 results are concluded on the
basis of a survey. In Section 6, Conclusions are drawn and in section 7 necessary
recommendations are suggested. Section 8 comprises of the limitations in this study.
2. Literature Review
The propagation of WWW has originated few facts in our daily lives, one of which is
e-commerce. It is still very difficult, if not impossible; to make use of all the design
factors presently available for the e-commerce system although many design factors
have been suggested to improve the overall quality of e-commerce system (Selz and
Schubert 1997). This is because of the recent arrival of new design factors resulted
by an increase in the interest of Internet (Selz et al. 1997).
2.1 Service Quality Dimensions
Some researchers (Parasuraman, Zeithaml and Berry 1988) stated that consumer
satisfaction or dissatisfaction is as an ancestor of service quality. Conversely,
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3. Methodology
3.1 Problem Statement
Effects of website attributes on customer satisfaction in e-commerce systems.
The main purpose of this research is to find out the different attributes which
encourage consumers to visit, search and shop on a particular website.
3.2 Objectives
The purposes of this study are as follows:
1. To identify the most important website element of e-commerce with respect to
the customer satisfaction.
2. To examine what is important to the customer regarding website attributes in
e-commerce with perspective of website builders.
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N of Items
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webResponse
webCustomization
Variables
Removed
Method
. Stepwise (Criteria: F-to-enter >= 3.840,
F-to-remove <= 2.710).
. Stepwise (Criteria: F-to-enter >= 3.840,
F-to-remove <= 2.710).
R Square
Change
F
Change
df1
Sig. F
Change
Model
df2
.513
.263
.249
.13556
.263
19.949
56
.000
.560
.314
.289
.13197
.051
4.094
55
.048
Therefore, as per the values of R in Table-3, both selected variables shows positive
relationship with satisfaction. Moreover, according to the Table-3, values are
R=0.513 and R=0.560 for webResponse and webCustomization respectively.
Keeping in mind the highest value of R, this relationship is neither weak nor quite
strong.
The adjusted R-square presents an idea of how well the model generalizes. Ideally
the value of adjusted R-square is to be an equal or very close to the value of Rsquare. In Table-3, the difference for the final model is a fair bit (0.314 0.289 =
0.025 or 2.5%). This contraction defines that if the model was resultant of the
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Unstandardized Standardized
Coefficients
Coefficients
Model
1 (Constant)
Std.
Error
.511
.172
.575
.129
.441
.171
webResponse
.461
.137
webCustomization
.180
.089
webResponse
2 (Constant)
Beta
Sig.
2.973
.004
4.466
.000
2.578
.013
.411
3.359
.248
2.023
.513
Collinearity
Statistics
Correlations
Zeroorder
Partial Part
Toleranc
e
VIF
.513
.513
.513
1.000 1.000
.001
.513
.413
.375
.833 1.201
.048
.416
.263
.226
.833 1.201
5. Findings
5.1 Predicting Satisfaction
Tables-3 and 4 provide results of the MLR analysis conducted to examine the impact
of service quality dimensions on satisfaction. Based on the results in Table-3, it
seems that both models have worked well in explaining the variation in satisfaction
(Model-1: F=19.949; p=.000; Model-2: F=4.094; p=.048). Overall, Hypothesis-4 was
better fitted compared to hypothesis-5 as indicated by F-value.
The combined variance (Table-3) explained by both variables is 31.4% out of which
26.3% variance is explained individually by webResponse and only 5.1% variance in
satisfaction explained by webCustomization. Rest of the 68.6% unknown variance is
due to other factors. This is a very less percentage of explained variance so the
model is not a very good model.
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Collinearity Statistics
Model
1
Sig.
Tolerance
VIF
Minimum Tolerance
webStructure
.056
webAdequacy
.081
.688
.494
.092
.951
1.051
.951
webSecurity
.176
1.548
.127
.204
.999
1.001
.999
.248
2.023
.048
.263
.833
1.201
.833
.024
.203
.840
.028
.944
1.060
.816
.074
.638
.526
.087
.950
1.052
.803
.141
1.246
.218
.167
.969
1.032
.808
webCustomization
2
Beta In
Partial
Correlation
webStructure
webAdequacy
webSecurity
.472
.639
.063
.963
1.039
.963
If sig. value is less than 0.05 we reject Ho and accept the hypothesis otherwise we
accept Ho. On the basis of Sig. values belong to each of the three variables shown
in step-2 of Table-5; three hypotheses (H1, H2 and H3) have been rejected while two
hypotheses (H4 and H5) stand accepted.
6. Discussion
For this study, five website attributes were taken based on SERVQUAL dimensions.
These attributes were re-labeled to more widely cater for the uniqueness of ecommerce websites. Based on the Cronbach Alphas value 0.700 in Table-1, the
data set has been considered reliable for further testing.
With the results of MLR Model, it was found that a positive response from customers
in terms of satisfaction is only with the responsiveness and empathy dimensions of
service quality. The result of study implies positive but weak association among the
selected hypotheses.
It was also found that respondents believed that other three website attributes are
not appealing with the perspective of customer satisfaction. Although these attributes
are essential part of e-commerce websites. Therefore, it can be stated that another
sample of data might have drawn some other results.
7. Implications
By understanding that customers view website response and website customization
as two main components of website in e-commerce systems, researchers as well as
website builders are better able to develop e-commerce websites. A major
contribution of this research is that it defines areas on which web development
professionals need to focus in developing more successful e-commerce systems and
to get their customers satisfied with the service.
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8. Limitations
During the study, it was found that respondents believed that the other three website
attributes are not appealing with the perspective of customer satisfaction. Although
these attributes are important service quality dimensions which leads to the
customers satisfaction and are essential part of e-commerce websites. Therefore, it
can be stated that a large sample of data might have drawn some other results.
Endnotes
i
PASHA (Pakistan Software Houses Association) is the representative body of Pakistan Software industry (See
http://www.pasha.org.pk/show_page.htm?input=page_131220070524)
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