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Unformatted text preview: cipate in this study.
3.7.3 Responded rate
The survey lasted for one month starting from 6th November 2006 to 6th
December 2006. of the total of 362 personalized E-mails sent out, 23 were
returned demonstrating problems such the mailbox were full; changed the email address etc. Finally 339 were successfully sent. There were 201 responses to the questionnaires. Of the 201 completed
questionnaires, there is no missing data in the value was found. This left 201
usable questionnaires which represents approximately a responding rate of
fifty nine percentage (59%).
3.8 Validity and Reliability
The study is valid if its measures actually measure what they claim to and if
there are no logical errors in drawing conclusions from the data (Garson, 2002)
According to Yin (2003), a good case study should use as many sources as
possible. These are different steps were taken to ensure the validity of the study. The
theories that have been selected for the study was clearly described and
research question has been formulated base on the previous theory. Data has
been collected from both reliable sources, from respondents who are more
experienced to using online customer service and the staff who working in the
related department. Interview and survey questions were designed based on
literature review and frame of reference that was drawn from the discussed
theories. In order to make sure that the questions can be easy understood, the
questionnaire has been pre-tested by the responded before starting the 51 interview and survey. Thai as the main language was used during the
interviews and the questionnaire were translate in to Thai in order to avoid any
chance of misinterpretation and misunderstanding. At the beginning of each
interview and head line of the questionnaire, the purpose of the study was
presented to help interviewee and respondents gain better understanding.
Therefore, the validity of this research is approximately ensured.
According to Garson (2002), reliability is a measure if the extent to which an
item, scale, or instrument will yield the same score when administered in
different times, locations, or populations, when the two administrations do not
differ in relevant variables. The objective is to make sure that if another
investigator will follow the same procedures and used the same case study
objects, the same conclusions would be made. Cronbach’s Alpha Reliability Index was used to evaluate internal consistency
of each construct. Hair et al. (1998) suggests that the acceptable level of
reliability index should be maintained at a minimum of 0.5 in order to satisfy
for the early stages of research; and over 0.7 is considered to be a good level.
Table:3-4 Reliability Analysis
Factor Variable No. of Items Cronbach’s
Alpha Reliability 0.661 Security 5 0.832 4 0.814 Access Customer satisfaction 4 Ease of use Customer loyalty 0.7 Responsiveness
Service quality 5 3 0.636 Customer loyalty 4 0.745 Customer satisfaction 3 0.674 52 Table 3-3 show the Cronbach’s Alpha for each construct raging 0.661 to 0.832;
therefore the results indicate that the scales were considered to be reliable and
acceptable for further analysis.
3.9 Data analysis
For quantitative data analysis, statistical tools of SPSS for Windows
(version 13.0) was used for data in put and analysis. This study therefore
applied the statistical analysis, Multiple Linear Regression (MLR). MLR is
defined as “a statistical technique that can be used to analyze the relationship
between a single dependent variable and several independent variables” (Hair
et al., 1998) The statistical results were presented by table form with detail description and
analyzed in combination with qualitative data. At the end a combination had
been conducted with the previous literatures for drawing conclusions. 53...
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This note was uploaded on 05/01/2013 for the course ECON 101100 taught by Professor Fdz during the Fall '97 term at Bluffton University.
- Fall '97