Thesis

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

Copyright © 2003 Sherif Kamel
Outline
2 Literature Review
3 Conceptual Framework
4 Methodology and Results
5 Conclusion and Recommendations
Introduction1

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

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

Benefits to organizations
Benefits to consumers
Benefits to society
E-commerce Benefits

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

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.

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

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

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.

Websites Quality Dimensions.

Usability
Usability
Qualities associated with site design
and usability; for example, appearance,
ease of use and navigation and the
image conveyed to the user

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

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.

Conceptual Framework
H2

Research Hypotheses
H1
There is a significant positive effect between
usability of the ecommerce websites and
customer satisfaction.
H2
Information quality of the ecommerce websites
and customer satisfaction.
H3
service interaction quality and customer
satisfaction.

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
Webqual Instrument

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

Normality Test
Kolmogorov-Smirnova
Scale Sig.
Usability .000
Information Quality .000
Service Interaction Quality .000
Customer Satisfaction .000

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

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

52
54
56
58
60
62
64
66
68
70
US1 US2 US3 US4 US5 US6 US7 US8
Usability
Usability: Net Agreement

0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
IQ1 IQ2 IQ3 IQ4 IQ5 IQ6 IQ7
Information Quality
Information Quality: Net Agreement

-5
0
5
10
15
20
25
30
35
SI1 SI2 SI3 SI4 SI5 SI6 SI7
Service Interaction Quality: Net Agreement

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).

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

Hypotheses Results
usability of the ecommerce websites and
customer satisfaction.
Information quality of the ecommerce websites
and customer satisfaction.
service interaction quality and customer
satisfaction.

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

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.

Questions

Thank You!

Thesis

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