Evaluating the factors influencing customer satisfacton of Myanmar e-commerce websites using decision three approach | |
| Author | Seinn Lei Lei Tun |
| Call Number | AIT RSPR no.ICT-22-01 |
| Subject(s) | Customer satifaction Electronic commerce--Myanmar Web services--Myanmar |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Engineering in Information and Communication Technologies, School of Engineering and Technology |
| Publisher | Asian Institute of Technology |
| Abstract | The purpose of this study was to analyze the factors influencing customer satisfaction to wards the Myanmar e-commerce industry. The proposed research model included seven technical and five non-technical factors which were to find out the key factors that influence customer satisfaction. The instrument for collecting the data was using the survey question naire which was collected both online and offline. A survey of 521 users of five popular websites was taken to use for model building and evaluation. The model is being built by us ing the Classification and Regression Tree (CART) algorithm with a tree maximum depth of 6 with an accuracy of 73.33 percent. The findings show that there was a very strong relation ship between Delivery Service, Price, Shopping Experience, and Product Quality towards Customer Satisfaction. The model is built in a way that customer satisfaction evaluation can be classified into very satisfied, satisfied, neutral, unsatisfied, and very unsatisfied. Customer Satisfaction Evaluation System is built by using key factors to evaluate the customer satis faction level of selected e-commerce websites. This system is very helpful for those who would like to learn the most customer satisfaction factors of selected Myanmar e-commerce websites according to their total satisfaction score. |
| Year | 2022 |
| Type | Research Study Project Report (RSPR) |
| School | School of Engineering and Technology (SET) |
| Department | Department of Information and Communications Technologies (DICT) |
| Academic Program/FoS | Information and Communication Technology (ICT) |
| Chairperson(s) | Vatcharaporn Esichaikul |
| Examination Committee(s) | Chutiporn Anutariya;Attaphongse Taparugssanagorn; |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship |
| Degree | Research Studies Project Report (M. Eng.) - Asian Institute of Technology, 2022 |