1. The Impact of E-commerce Websites
Quality on Customer Satisfaction
A Study of E-Commerce Systems in Egypt
Thesis defense of:
Ahmad Maher Khalifa
Supervisor
Dr. Tarek Hassan Abdeen
2. Copyright © 2003 Sherif Kamel
Outline
2 Literature Review
3 Conceptual Framework
4 Methodology and Results
5 Conclusion and Recommendations
Introduction1
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Electronic commerce (e-commerce, EC). The process of
buying, selling, transferring, or exchanging products,
services, and/or information via computer networks,
including the Internet.
E-Commerce
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Main Categories of E-commerce
B2B
Organizational sites
(Dell.com)
C2B
Consultation
Training
B2C
Organizational sites
(Souq, Jumia)
C2C
Auctions
(Dubizzle)
Business Consumers
Business originating from . . .
BusinessConsumers
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Benefits to organizations
Benefits to consumers
Benefits to society
E-commerce Benefits
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Problem Discussion
Ecommerce website is part of the connection between a
company and its customers, it is evident that it should
reflect the quality efforts that are in place throughout the
company.
There is a critical need to measure e-commerce website
quality in Egypt and from Egyptian customers’
perspective
7. Copyright © 2003 Sherif Kamel
Research Objectives
Goals of this research:
The research aims to examines the
e-commerce websites quality
dimensions that affect customer
satisfaction in Egypt.
Get better understanding of e-
commerce website quality
dimensions that affect customer
satisfaction.
8. Copyright © 2003 Sherif Kamel
Pilot Study
3.8
Customer Satisfaction
Mean: 3.8
Standard deviation: 0.86
2 3 4 5 6 71
Scale Cronbach’s Alpha
Usability (8-item scale) 0.913
Information Quality (7-item scale) 0.891
Service Interaction Quality (7-item scale) 0.885
Overall (22-items scale) 0.92
9. Copyright © 2003 Sherif Kamel
Outline
2 Literature Review
3 Conceptual Framework
4 Methodology and Results
5 Conclusion and Recommendations
Introduction1
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Literature Review
2014
Byambaa & Chang examine the determinants of e-
commerce customer satisfaction in Mongolia
SAMPLE SIZE: 138 passengers
ANALYSIS: ANOVA and multiple regression equations
2013
Gao relates factors of website quality to college
students’ satisfaction with mobile shopping experiences.
SAMPLE SIZE: 120 respondents (University
Students).
ANALYSIS: Path analysis using Mplus.
2011
Eid identified the factors that influence the extent to which
Saudi consumers are satisfied towards e-commerce.
SAMPLE SIZE: 218 respondents .
ANALYSIS: Structure Equation Modeling
11. Copyright © 2003 Sherif Kamel
Literature Review
2010
Musfiq & Abdul Mannan made exploratory study to obtain a
comprehensive view of ecommerce website characteristics
SAMPLE SIZE: 26 MBA Students
ANALYSIS: Focus groups
2009
Nosrati examines the impact of website quality factors
on customer satisfaction.
SAMPLE SIZE: 219 online book shopping customers.
ANALYSIS: Regression analysis.
12. Copyright © 2003 Sherif Kamel
Outline
2 Literature Review
3 Conceptual Framework
4 Methodology and Results
5 Conclusion and Recommendations
Introduction1
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Usability
Usability
Qualities associated with site design
and usability; for example, appearance,
ease of use and navigation and the
image conveyed to the user
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Information Quality
Information quality
The quality of the content of the site:
the suitability of the information for
the user’s purposes, e.g. accuracy,
format and relevancy
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Service Interaction Quality
Service interaction quality
measures the overall support
delivered by the web site. It includes
trust and empathy, i.e. the web site
should be secure and personalized.
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Research Hypotheses
H1
There is a significant positive effect between
usability of the ecommerce websites and
customer satisfaction.
H2
There is a significant positive effect between
Information quality of the ecommerce websites
and customer satisfaction.
H3
There is a significant positive effect between
service interaction quality and customer
satisfaction.
19. Copyright © 2003 Sherif Kamel
Outline
2 Literature Review
3 Conceptual Framework
4 Methodology and Results
5 Conclusion and Recommendations
Introduction1
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Webqual is an instrument for assessing the usability,
information quality, and service interaction quality of
internet web-sites, particularly those offering e-
commerce facilities (Barnes and Vidgen, 2002).
Dimensions of quality
Usability
Information Quality
Service Interaction Quality
Webqual Instrument
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Population: The Arab Advisors Group (2014) estimates
the number of the internet users in Egypt who use e-
commerce services to be around 12 million, which is
around (14%) of the total population in Egypt.
Sampling: Simple random sampling method is used in
this research.
384 sample size is eligible to use when the population is
over one million (Sekaran and Bougie ,2010)
Population and Sampling
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Normality Test
Kolmogorov-Smirnova
Scale Sig.
Usability .000
Information Quality .000
Service Interaction Quality .000
Customer Satisfaction .000
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Demographic Characteristics
71%
29%
Gender
Male
Female
91%
8% 1%
Age
21 – 35
36 – 50
Under 21
74%
16%
10%
Educational Level
Bachelor
Master
Student
33%
10%
4%
50%
3%
# of Purchasing / Year
2-4
5-7
8-10
Once or less
than once
24. Copyright © 2003 Sherif Kamel
Scale Mean Std Dev.
Usability 5.2 1.05
Information Quality 4.59 1.09
Service Interaction Quality 3.95 0.98
Customer Satisfaction 4.1 1.07
Central Tendency and Dispersion Tests
25. Copyright © 2003 Sherif Kamel
52
54
56
58
60
62
64
66
68
70
US1 US2 US3 US4 US5 US6 US7 US8
Usability
Usability: Net Agreement
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0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
IQ1 IQ2 IQ3 IQ4 IQ5 IQ6 IQ7
Information Quality
Information Quality: Net Agreement
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-5
0
5
10
15
20
25
30
35
SI1 SI2 SI3 SI4 SI5 SI6 SI7
Service Interaction Quality
Service Interaction Quality: Net Agreement
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Testing the Hypotheses
Spearman 's rho
Scale Usability Information Quality
Service
Interaction
Quality
Customer Satisfaction 0.152** 0.150** 0.605**
Sig. (1-tailed) 0.001 0.002 0.000
**. Correlation is significant at the 0.01 level (1-tailed).
29. Copyright © 2003 Sherif Kamel
Testing the Hypotheses (Cont.)
Kruskal Wallis Test
Scale
Usability Information Quality
Service Interaction
Quality
Chi-Square
Asymp.
Sig.
Chi-Square
Asymp.
Sig.
Chi-Square
Asymp.
Sig.
Customer
Satisfaction
18.481 .005 32.759 .000 139.727 .000
Grouping Variable: Usability, Information Quality, Service Interaction Quality
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Hypotheses Results
There is a significant positive effect between
usability of the ecommerce websites and
customer satisfaction.
There is a significant positive effect between
Information quality of the ecommerce websites
and customer satisfaction.
There is a significant positive effect between
service interaction quality and customer
satisfaction.
31. Copyright © 2003 Sherif Kamel
Outline
2 Literature Review
3 Conceptual Framework
4 Methodology and Results
5 Conclusion and Recommendations
Introduction1
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The empirical results revealed that that service
interaction quality, information quality, and usability were
considered as significant dimensions to focus on when
influencing customer satisfaction in Egypt.
Conclusion
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Recommendations
Customer
loyalty
o Relationship between the website
quality dimensions and the customer
loyalty aspects such as switching
behavior and communicating negative
word-of-mouth information.
Dissatisfied
customers
o Who may have purchased once
and may have not revisited the
website again to provide more
precise practical implications.
Information
searchers
o Differences of the impact of
website quality dimensions
among information searchers
and product buyers.
