Groupon Analysis

1. Research process As the secondary selective information on evaluation of guests in Vietnam with regard to groupon ar non available, the method to be holdd in this study is al around research employing a combination of soft and quantitive approaches. Problems de? nition Quantitive research Research bod Qualitative research Questionnaire online survey Sampling Fieldwork Data abridgment Managerial implications Figure the stages of guests evaluation research Norm anyy the kickoff point of any research process is the research problem and research objectives.The next stage is to design plans of getting information of both quantitive and qualitative ? gures. consequently the the objectives transform in to promontorynaire. In the survey both quantitive and qualitative inquirys atomic number 18 used. Multiple choices with scale measure is used on the otherwise hand question with open answers ar use to identify the quantitive problems. Information to be obtained should be de termined prior to the building of questionnaire. tabular array 1 shows how information is to be collected. sepa set outly shifting turn out 5 question to determine. Variables Reliability Who to ask clientWhat to get How is the customer valuation of groupon companiess reliability How is the customer valuation of groupon companiess responsibility How is the customer valuation of groupon companiess sanction How is the customer valuation of groupon companiess empathy How is the customer valuation of groupon companiess tangibles Responsibility Customer authority Customer Empathy Customer Tangibles Customer The next step after(prenominal) questionnaires were designed and sampled, ? eldwork was executed that involved the completion and return of questionnaire. Data analysis can start after the returned questionnaire were checked.Finall(a)y, the research process ends with the most important part that is the managerial implications. 2. Quantitative study The purpose of the quantitat ive study is to identify the relationship between 5 fixingss reliability, responsibility, assurance, empathy and tangibles and the fiber of groupon companiess assistances. The details near sampling, data collection and data analysis methods are described in the next part. a. Sampling Sample sizing a sample of 390 people was drawn from residents living or working in few districts in Hanoi and some part of districts 1 Ho Chi Minh city. 90 people answered some question to classify in 3 groups which are the people experience used groupon service, the people never use groupon service but they know about it and the people never use groupon and do not know anything about it. As expected, 50 percents of people who were asked to do survey are student because large build of people who use groupon to buy product and services is starting time income people 30 percents of that is white mite worker the reason is that they have to work with computer and internet in plenty hours in a day and they want to buy product with low cost lso and the last group of people the survey focusing on is housewives which is have 20 percents in total sample. Sample should include both women and men, belong to 5 groups of age (from 18 years old to over 55 years old). Selection criteria the selection criteria for those participating in the study were age (between 18 and over 55 years old), income ( at least more than 1 million Vietnam dong per month), ability to use computer and the internet ( because almost all groupon companies are working base on internet environment).In addition, respondents should not be acquaintances of each other because they can share the same attitude about some services and companies. b. Data collection The questionnaire consists of 25 questions to determine 25 items which belong to 5 factors. These factors were developed from the study model Serqual . The Likert ? ve-point scale was used for those items that aimed to measure consumers evaluation and fellin g. Factors 1 reliability have 5 questions which were designed to explore customers belief Factors 2 responsibility was aimed to ? d out the felling of customers about responsibility of the companies whether they can respond the requirement of customer immediately or with some delays. This factor was determined by 5 questions Factor 3 Assurance is the factor which have 5 question to measure the security of the companiess service. Factor 4 empathy use 5 question to explore if the staff of companies cause to help and understand customer or not. Factor 5 tangible have 5 question to determine like the last 4 factor. Those question use to appraise the appearance of the companies such as the website, voucher or uniforms of staffs.Every question uses seven-fold choices with ? ve-point scale from 1-5 which mean terrible, misfortunate, average, very good and excellent. The questionnaire was translate into Vietnamese and pre-test on 5 respondents to ensure the correct understanding an d the ease of answering. Pretest turn ups were satis? ed. The questionnaire were distributed to 730 persons in Hanoi and Ho Chi Minh city via online survey which is designed by Google and fling by email, direct message and social networking(Facebook, Twitter). (Appendix Phu luc bang hoi )Of 730 person sent survey 390 returned result, of which 163 were usable (163 respondents use groupon as the media to shopping). The valid questionnaire must (1) not having more than ? ve missing values (2) not selecting all 1 or all 5 for all questions. The distribution of questionnaires and the collections of returned ones were carried out from 8th October to 20th October 2012. c. Data analysis Answers from the respondents were reviewed for completion and usefulness. Accepted questionnaire were coded and the raw data input in the SPSS package version 20 for Mac.The reliability of measurement scales was gauged using Cronbachs alpha value. A scale is reliable if the alpha is higher than 0. 6. Desc riptive analysis is used to describe the variables in term of frequency. Due to the small size sample, subgroup analysis is not meaningful. Analysis variance (ANOVA) or cross tabulation results at that placefore were not used. The lis of codi? ed variables is shown in Appendix phu luc cac bien Factor analysis was used to reduce the number of variables and to identify the underlying common dimensions.Factor scores were then analyzed using multiple statistical regressions, through linear relationships between a dependent variable and miscellaneous independent variables (predictors) were determined. 3. Results 3. 1 Sample pro? le Groupon-buying discount products or services online are consumed by a large number of population out-of-pocket to the development of the internet past 10 years. Sample includes 46 men and 117 women, aged from 18 to over 18 years old with the majority macrocosm the age group of 18-24 years old. Of 162 respondents 20. 2% using groupon for their work, 64. 4% using for their person-to-person purpose and 15. % using groupon to buy products and services for both purposes which are personal and work. More than 60% of people who are asked have a low income which is less than 5 million Vietnam dong per month, it can be reasonable when most of groupon customer have a low income and it may explain that price is very importance when they decide to buy somethine. And a large number of the respondents are student which are a young generation. They can easily using internet and modern way of shopping. Figure Gender distribution Figure place distribution 15% 28% 20% 72% 64% Man Women Personal WorkPersonal and work Figure Age distribution Figure Monthly income 1% 7% 13% 16% 11% 12% 79% 9million 5-9 million other 61% 18-24 25-29 30-40 40-50 Figure Job distribution 150 100 50 0 Student New employee Employee Housewife Other Table show the demographic characteristics of the sample with regards to gender, age, income, job and vouchers value. Table Summary sampless characteristic persona (n=162) Female Gender Male 18-24 25-29 Age 30-40 40-50 less than 5 million 5-9 million Monthly income more than 9 million other Student New employee Jobs Employee Housewife Other 1. 500. 000 11% 16% 69. % 12. 3% 15. 3% 1. 8% 0. 6% 17. 8% 69. 9% 9. 2% 1. 8% 1. 2% 7% 1% 61% 12% 28% 79% 13% 72% 3. 2 Descriptive analysis In the study, ? ve factors were used to measure customer evaluation and felling. For the statistical purpose all variables were described in term of frequencies (percentage) and average values (means). Finding related to customers evaluation and felling are summarized in tables. a. How customers trust groupon companies services in Vietnam, those thing can show up by some factors such as the quality of products what companies guaranteed and the punctuation of delivery. Consequently, the result will show how customer believe in companies and their goods. Groupon companies endlessly sale all product with a very cheap price so th is factor explore how is the customers belief. Table Customers belief in groupon companies Percentage (n=163) Terrible/ poor 2. The customers belief in discount price 3. The customers thinking of products and services qualities 4. Deliverys punctuation 5. Customer dispense staffss knowledge 6. Customer care staffss respond 22. 6% 21. 5% 17. 8% 19. 6% 22. 7% Very good/ excellent 30. 7% 31. 3% 55. % 42. 9% 34. 7% amount value (means) 3. 08 3. 10 3. 53 3. 29 3. 21 As can be seen that customer belief indicator is more than 3 but silent below than 4. The respondents accepted and trust those companies. b. How customers evaluate the responsibility of Vietnamese groupon companies Online shopping is very different from traditional shopping because clients can pay money and have goods or services immediately so that responsibility is a very important factor to rate ? rmss qualities. It can be seen that customer evaluate ? rms after sale service is poor .It is probably due to many groupon companies in Vietnam think that responsibility which is taking care customers after they had bought products and service belong to suppliers, they only have to sale goods. It may lead to 47,9% of respondent thinks ? rms responsibilities are terrible and poor. Table Response to companiess responsibility Percentage (n=163) Terrible/ poor 7. Staffss enthusiasm 8. Companies solve your problems actively 9. Hotline for customer care 10. Recheck customers information to ensure fast and correct delivery 11. aft(prenominal) sales services 16. 6% 26. % 31. 3% 23. 9% 47. 9% Very good/ excellent 40. 5% 27. 6% 33. 8% 44. 1% 19. 6% mediocre value (means) 3. 28 3. 08 3. 06 3. 29 2. 60 From the table it can be concluded that ? rms responsibility is acceptable but they some aspects are poor for instance hotline and after sales services. c. How customer rate companiess assurance Not as tradition transactions, online shopping should have a more obtain transaction. Most of payments for groupon comp any are electronic payment which have many potential risk. As the result keep customerss personal and payment data is very essential.Vietnamese people do not care much about security but in the modern life but when credit card, online pocket book etc are becoming more popular everyday it has to be a factor to evaluate service qualities Table Customer evaluation of transaction assurance Percentage (n=163) Terrible/ poor 12. Trading process is quick and exactly 13. Privacy of transaction 14. Company always keep clientss data safe 15. Contrasts are sensible and clear 16. Reputation of companies 22. 1% 10. 4% 17. 2% 11. 7% 14. 7% Very good/ excellent 44. 1% 56. 4% 52. 5% 55. 2% 40. 5% Average value (means) 3. 33 3. 9 3. 54 3. 60 3. 29 Every items belonging to assurance factor are shown on the table. It is believed that respondents rate this factor pretty good. d. How companies and their staff empathize customers This factor was designed to uncover customers felling about companiess e mpathy. There is an idiom that customers are always right so that communication between sellers and their customers is very importance . Those 5 questions explore how respondent think about staff attitude and empathy. Table Customerss evaluation of companiess empathy Percentage (n=163) Terrible/ poor 17.Staffss behavior and attitude 18. Companiess staff pay attention of customerss private requirement 19. Customer always feel convenient and satisfied of services 20. Company makes improvement after clients complain 21. Clients dont have to wait for a long time to user service 14. 1% 27. 6% 21. 5% 31. 3% 21. 5% Very good/ excellent 46. 7% 35. 6% 33. 1% 20. 9% 41. 1% Average value (means) 3. 37 3. 09 3. 14 2. 88 3. 31 The table show that customers evaluative criteria is uneven, some items have a high value some is quite low.Respondents evaluate that improvements of company after their complain are poor, 31. 3% think that it terrible and poor. e. How is the tangibles of companies Althou gh almost all groupon companies do not impress their customer by a fancy shop or building but there are some aspects to evaluate their tangibles such as their vouchers and websites whether they are beautiful or ease of recognizing. Respondents think that about these 2 things groupon companies do well and they probably appreciate that. However there is a aspect having a low evaluation by respondents which is staffss uniform.It can be a result of companies category which is online company because of that they do not think staffs uniform is the serious problem. Table Customerss evaluation of companiess Tangibles Percentage (n=163) Terrible/ poor 22. proceeding place 23. Vouchers design 24. Website designed 25. Staff uniform 26. Transporters have transportations to deliver products to clients quickly and safe. 19% 11. 6% 8. 6% 33. 2% 16. 6% Very good/ excellent 45. 4% 59. 5% 64. 4% 24% 46. 6% Average value (means) 3. 42 3. 66 3. 74 2. 85 3. 41 4. 3 Factors in? encing groupon services quality a. Evaluation of the measuring scales In the reliability analysis, items that have total-item correlational statistics smaller than 0. 6 were removed from the scales but in this sample there is no variable was eliminated. All items were tested for reliability. The resulting Cronbach alpha of each scale is presented in Table . Table Alpha values Codi? ed variables Reli1-Reli5 Res1-Res5 Assu1-Assu5 Emp1-Emp5 Tan1-Tan5 Number of items 5 5 5 5 5 Alpha value 0. 804 0. 831 0. 863 0. 826 0. 856 Measurement Scale ReliabilityResponsibility Assurance Empathy Tangibles b. Factor analysis Twenty four variables were submitted for factor analysis. The root method used was Principal Axis Factoring, accepting all Eigen values which are higher than 1. The rotation method was Oblimin with Kaiser Normalization rotation was coverged in 9 iteration. The factor analysis resulted in e Component 1 Tan1 Tan2 Emp5 Tan5 Tan3 Tan4 Assu3 Assu2 Assu4 Emp1 Assu5 Emp4 Res5 Res3 Emp3 Emp2 Res4 Reli5 Res1 Reli4 Res2 Reli2 Reli1 Reli3 Assu1 Extraction Method Principal Component Analysis.Rotation Method Varimax with Kaiser Normalization. a. Rotation converged in 9 iterations. 2 0. 767 0. 760 0. 742 0. 714 0. 699 0. 561 0. 803 0. 771 0. 732 0. 552 0. 542 3 4 5 0. 521 0. 708 0. 609 0. 580 0. 550 0. 502 0. 524 0. 772 0. 754 0. 723 0. 564 0. 784 0. 746 0. 549 Eigen values and variance of each factor are indicated in Appendix Ph? l? c Eigen. The factor correlation matrix (Appendix Ph? l? c ma tr? n tuong quan) illustrates that the correlation between factors is in fundamental (correlation coefficient are smaller than 0. ). This is an underlying assumption required for multiple regression. For those variables that load on two factors, the higher load on two factors, the factor with higher value is selected. However if loading difference is not significant (that is not more than 0. 3) the variable will not be used for multiple regression (Tan4 and Emp2). Table Nr Factor nomination Factor nam e Transaction place Vouchers design Clients dont have to wait for a long time to user service 1 Tangibles Having transportations to deliver quickly and safe.Website designed Staff uniform Company always keep clientss data safe Privacy of transaction 2 Assurance Contrasts are sensible and clear Staffss behavior and attitude Reputation of companies Company makes improvement after clients complain After sales services 3 Responsibility Hotline for customer care Customers convenience and satisfaction of services Attention of customerss private requirement Customer care staffss respond Staffss enthusiasm 4 Staff quality Customer care staffss knowledge Companies solve your problems actively Factor componentNr Factor name Factor component The customers thinking of products and services qualities 5 Reliability The customers belief in discount price Deliverys punctuation The above 5 factors were considered independent variables in the multiple regression model and the dependent variable was Q uality of groupon service. Multiple regression results are presented in the next section. c.Multiple regression Multiple regression is use to identify the relationship between the dependent variable and many independents variables. The multiple regression model has the following form Y= ? + ? 1X1 + ? 2X2 + ? 3X3 + ? 4X4 +.. + ? nXn The relationship between the dependent variable Quality of groupon service and the factors identified through the above factor analysis is determined using multiple regression. Table shows the variance of this analysis. Tab