41 satisfaction with Lazada had a positive effect on Behavioral Intention toward buying products online.
42 CHAPTER 6 SUMMARY, CONCLUSIONS AND RECOMMENDATIONS 6.1 Introduction This chapter summarizes findings related to the concept of online shopping, namely Lazada Thailand. The theoretical managerial implications of the findings and the limitations of this study are also explained, followed by suggestions/recommendations for future research. 6.2 Summary and Conclusion of the Study This study examined the level of perceived value, service quality, satisfaction, and behavioral intention among customers of Lazada Bangkok in Thailand. Further, it investigated the relationships among perceived value, service quality, customer satisfaction, and behavioral intention. The results show that the perceived value of buying products on Lazada had a positive effect on customer satisfaction toward buying a product online. The service quality of Lazada had a positive effect on behavioral intention toward buying products online. The perceived value of buying products on Lazada had a positive effect on behavioral intention toward buying products online. The service quality of Lazada had a positive effect on customer satisfaction toward buying products online. Customer satisfaction toward Lazada also had a positive effect on behavioral intention toward buying products online. 6.3 Theoretical and Managerial Implications The results of this research have both theoretical and managerial implications. In terms of theoretical contributions, future studies can investigate the influence of cultural elements on
43 consumer online behavior. Shopping behavior may be seen through the eyes of an Internet shopping customer category (Zhang, Y. 2020). The research management implications include the recommendation that managers and marketers focus especially on the following variables: perceived value, service quality, customer satisfaction, and behavioral intention. All the mentioned variables are one way or the other connected to each other. A marketer, for instance, will be benefited by this research when paying attention leads to better understanding the customers. What is their perceived value when products purchased online lead to satisfaction based on the service quality received? This also affects their behavioral intention to make another purchase on the same website again in the future. Lazada, on their new update on the website and the mobile app, could focus on the features that make it easy to use and provide quality information about the products and services that are offered on the website. Advertisements could use a change; Lazada ads could be more informative and direct about the services they provide. Marketers would profit from providing online and offline help and support for using the apps, tutorials, and Frequently Asked Questions. This facilitates the usage of the apps and the website. Likewise, when it comes to motivation, managers could provide functions on the online shopping website and apps that would create enjoyable and entertaining shopping experiences (Oliver, 1997). Providing potential customers with free shipping and extra gift vouchers can facilitate more offers. Discounts for their customers will attract more new customers which will automatically enable more financial benefits. This way satisfied customers can potentially
44 contribute free word-of-mouth marketing for the company. Implementing such ideas has the potential to enhance the research findings. 6.4 Recommendations for Future Research Based on the findings of this study, the following recommendations are presented for online sellers to make online shopping more popular, convenient, reliable, and trustworthy. In this case, the idea is specially directed to Lazada. In this research, the demographics and sample focused on Bangkok, Thailand. In particular, the study was investigated only from the customer’s perspective. There is another side which is possible for future research to investigate. Lazada sellers face the challenge of researching profit margins. A suggestion for online sellers, based on the findings, is to keep the product quality top notch. Customers cannot see or touch the things they are purchasing online; thus they cannot test the quality of the products. Some unscrupulous merchants defraud clients by falsely describing substandard items and adorning them with stunning photographs as well as enticing text. However, no matter how good the approach is, if the product quality cannot be fulfilled, this method is useless. Customers will undoubtedly find the truth sooner or later. In order to build online businesses for a long period and boost customer satisfaction, the most essential thing is to assure product quality, so that customers may be confident in the items and increase their chances of purchasing again. Another recommendation is that customer service has to be more internationally oriented on the Lazada website. Thai is mostly used as the preferred language, but there are many international customers like the researcher who need attention as well. When an issue arises, it is usually connected to service quality.
45 Online sellers on Lazada can also be more concerned about delivery times, delivery charges, and product return policies. They can make it easier, quicker, and more reliable, so that consumers can enjoy the online shopping experience. The buyer and seller are in opposing positions. In order to deliver items to clients on time and accurately, the seller should evaluate the delivery location and select different express delivery firms based on that information to avoid loss or delays in customer delivery. Customer’s satisfaction anticipates that the product will be valuable. If the buyer receives the items and discovers that there is a significant discrepancy from the seller's description, it will surely result in a bad rating and disappointment. To prevent deceiving buyers, it is advised to utilize actual images rather than drawings or advertisements when describing the content. This can directly affect customers’ behavioral intention when purchasing in the future on Lazada Thailand.
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49 Appendix A Questionnaire A Survey questionnaire I would like to ask you to take part in the survey by answering the questions. This survey is part of my master's independent research at Asia Pacific International University on "Factors Affecting Customer Satisfaction and Behavioral Intentions: A Case Study of the Lazada Application Users in Bangkok." I hope you will be willing to participate, and I appreciate your time. Part 1: Demographic Information Instruction: Personal basic information (instruction: 1) please check only one answer for each question listed below. 2) A participant who has not used the Lazada application in the past 6 months or more can ignore this questionnaire) 1. Gender: ☐ Male ☐ Female 2. Age: ☐ ≤ 20 years old ☐ 21-30 years old ☐ 31-40 years old ☐ 41-50 years old ☐ ＞ 50 years old 3. Education Qualification ☐ Secondary school ☐ High school ☐ Technical college ☐ Bachelor’s degree ☐ Master’s degree and higher
50 4. Occupation ☐ Student ☐ Self-employment/Business ☐ Private employee ☐ Public employee ☐ Other professions (Please specify) 5. How frequently do you buy products from Lazada ☐ 1-5 times a month ☐ 6-10 times a month ☐ 11-15 times a month ☐ More than 16 times a month Part 2: Please check the choice that best describes how you agree or disagree with the following statements, based on the mobile telecommunication service that you are using. Please tick (✓) the box that best fits your level of agreement with each statement: 5=Strongly Agree; 4=Agree; 3=Neutral; 2=Disagree. 1= Strongly Disagree Perceived Value Agreement Level 5 4 3 2 1 1 Lazada provides good value for the money. 5 4 3 2 1 2 The products from Lazada are always in good condition 5 4 3 2 1 3 Lazada provides good quality for the money 5 4 3 2 1 4 Lazada has a good selection of products that I like. 5 4 3 2 1 5 I like the convenience of shopping on Lazada which saves me time. 5 4 3 2 1
51 Perceived Service Quality Agreement Level 5 4 3 2 1 1 Lazada's website is attractive and easy to use. This question relates more to perceived value, service quality deals with after purchase or after usage takes place. 5 4 3 2 1 2 Products displayed on Lazada are visually appealing. Again, I think this relates better to perceived value. 5 4 3 2 1 3 Lazada has an ability to deliver their product with speed. 5 4 3 2 1 4 Lazada’s customer service is reliable and provides help as fast as possible. 5 4 3 2 1 5 Lazada’s order fulfillment accurately delivering what I order. 5 4 3 2 1 Customer Satisfaction Agreement Level 5 4 3 2 1 1 How satisfied are you with your Lazada purchase experience? 5 4 3 2 1 2 How likely are you to recommend (product or service) to others? 5 4 3 2 1 3 If I bought a product on Lazada at (selling price), I feel I would be getting my money’s worth. 5 4 3 2 1 4 Does Perceived Value of buying products on Lazada have a positive effect on purchaser with buying products online? 5 4 3 2 1 5 I am very likely to save money with Lazada purchases 5 4 3 2 1
52 Behavioral Intention Agreement Level 5 4 3 2 1 1 The Perceived Value of Purchasing Products on Lazada has a Positive Influence on Behavioral Intention to Purchase Products Online. 5 4 3 2 1 2 I will recommend Lazada to my relatives and friends 5 4 3 2 1 3 I prefer Lazada over other online selling platforms 5 4 3 2 1 4 Those with a higher level of education will have a higher purchasing intention from Lazada than those with lower level of education 5 4 3 2 1 5 Due to the convenience the consumer tends to buy more on Lazada. 5 4 3 2 1
53 Appendix B The data below portrayed in charts format contains of personal information of a respondent
54
55 Appendix C Part 2: Please check the choice that best describes how you agree or disagree with the following statement, based on the mobile telecommunication service that you are using.
56
57 Appendix D Item-Objective Congruence of Questionnaire Question Item/Expert 1 2 3 IOC Perceived Value Lazada provides good value for the money. 1 1 1 1 The products from Lazada are always in good condition. 1 1 1 1 Lazada provides good quality for the money. 1 1 1 1 Lazada has a good selection of products that I like. 1 1 1 1 I like the convenience of shopping on Lazada which saves me time. 1 1 1 1 Service Quality Lazada's website is attractive and easy to use. 1 1 1 1 Products displayed on Lazada are visually appealing. 1 1 1 1 Lazada has an ability to deliver their product with speed. 1 1 1 1 Lazada’s customer service is reliable and provides help as fast as possible. 0.5 1 1 0.83 Lazada’s order fulfillment accurately delivering what I order. 0.5 1 1 0.83 Customer Satisfaction How satisfied are you with your Lazada purchase experience? 1 1 1 1 If I bought a product on Lazada at (selling price), I feel I would be getting my money’s worth. 1 1 1 1 How likely are you to recommend (product or service) to others? 1 1 1 1 Does Perceived Value of buying products on Lazada have a positive effect on purchaser with buying products online? 0.5 1 0.5 0.67 I am very likely to save money with Lazada purchases. 1 1 1 1 Behavior Intentions The Perceived Value of Purchasing Products on Lazada has a Positive Influence on Behavioral Intention to Purchase Products Online. 1 1 1 1 I will recommend Lazada to my relatives and friends. 1 1 1 1 I prefer Lazada over other online selling platforms. 1 1 1 1 Those with a higher level of education will have a higher purchasing intention from Lazada than those with lower level of education. 1 1 1 1 Due to the convenience the consumer tends to buy more on Lazada. 1 1 1 1
58 Appendix E Cronbach Alpha Testing (N = 30) Reliability Statistics Cronbach's Alpha N of Items .970 20 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted V1 81.6667 131.540 .762 .968 V2 81.7000 126.700 .795 .968 V3 81.8667 131.706 .697 .969 V4 81.5333 133.016 .749 .968 V5 81.6333 134.861 .645 .969 Q1 81.7000 132.148 .791 .968 Q2 81.7000 133.803 .683 .969 Q3 81.7000 134.010 .728 .969 Q4 81.6000 135.214 .614 .970 Q5 81.9000 127.472 .790 .968 S1 81.6667 129.954 .859 .967 S2 81.4667 134.189 .728 .969 S3 81.6667 128.092 .867 .967 S4 81.6333 129.551 .874 .967 S5 81.6333 127.757 .877 .967 I1 81.6333 129.551 .874 .967 I2 81.6333 135.068 .693 .969 I3 81.6000 131.697 .788 .968 I4 81.7000 127.803 .848 .967 I5 81.7333 131.030 .819 .968