Of the total of 362 personalized e mails sent out 23

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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 3.8.1 Validity 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. 3.8.2 Reliability 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.

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