TheAffectingFactorsOfCustomer'sSatisfactionUkritMarangFacultyofBusinessAdministration,MaejoUniversity,ChiangMai,50290,Thailand.ukrit@mju.ac.thForSMEs/E-CommerceWebsitesInChiangMai.Abstract-Atpresent,SmallandMediumEnterprises:SMEshaveaveryimportantparticipationtoThailand'seconomicmobilizationsothatthegovernmentofThailandhadissuedpolicyofmanyprojectsisadoptionofE-commerceapplicationinsteadofbuyingandsellingattheshops'showcase,thisisaguidelinetoenhanceagiantleapofdevelopmentforsuchcategorybusiness1151.However,whetherwebsitedevelopmentinE-commercesystemcangosuccessfullyornot,itisnecessarytoknowaboutthefactorsandthecustomers'requirementastheprincipalmeanssothisresearchhadobjectivesinordertostudythesatisfactionlevelofcustomersgroupwhowereusingE-commercewebsitesservicetofulfillthereneedsinvariousapplicationssuchasmarketingviainternet,designthesuitablewebsitestructure,designgraphicworksinordertouseitasaguidelineinwebsiteimprovementthatresponsesthecustomers'requirementmostrelevantly.Theresearchmethodologyappliedquestionnairesdistributedamong180website-customersinChiangMaiProvince,thenthecollectibledatawereanalyzed,theresultappearedthatthedatarespondersgavefirstprioritytogoodssearchabilityviawebsitewhileforgraphicdesignrequirement,thedatarespondersgavepriorityaboutselectabilityofgraphicworksonwebsiteswhichwouldmostlysuittheirrequirement.products(handicrafts,books,andfurniture)wouldbegoodexamples.Electroniccommercecanbedefinedas\"thebuyingandsellingofinformation,products,andserviceviacomputernetwork\"[12],wewouldextendthedefinitionbyincludingthe\"supportforanykindofbusinesstransactionsoveradigitalinfrastructure\".Thefirstwidelyavailabletechnologiessupportingconsumer-orientedelectroniccommercearethoselinkedtotheInternet(principallytheWorld-Wide-Web).Thesearemostlyusedtodayobviouslyandwilloftenbeusedinourexample,butthisislikelytochangeinthefuturetoincludeothertechnologies.Wewouldconsiderallinteractivemediatechnologies,i.e.,thecombinationofanartificiallyintelligentdevice,supportingmultimediadata(text,sound,pictures,video,etc.)connectedtoanopennetwork,forinstance,multimediakiosksandinteractivetelevisionfitwellaselectroniccommercechannels.1.2.SMEsandE-commerceinThailand.SmallandMediumEnterprisescanplayaverysignificantroletopushanddrivetheeconomyofThailandsincesuchbusinesscanbedispersedorspreadtoalloveritsregionsandtheyareeasilyversatiletoadjustconditionstogetalongwellwithsituationsandchanges,theyarelowcostcapitalsandcanenhanceabsorptionoftheagriculturallabouroutofcultivationseasonandtheyhavebecomethepoolthatcanbearthenewgenerationlabourthatisapreventionoflabouremigrationtoseekemploymentinurbanareasotheeconomicgrowthdevelopmentinlocallevelcanbeconsequentlygenerated.FromSMEs'suchimportance,thesupporttohavemorenumberofSMEsandfacilitateconvenienceforthemtocontinuetheiroperationarenecessaryandcrucial.Atpresent,thegovernmentofThailandhadissuedmanypolicieswhichsupporttheoriginationanddevelopmentofSMEs,especiallytohavemoresupportingbureausorKeywords-ElectronicsCommerce,SMEs.1.IntroductionThisresearchexaminedthecurrentandfutureuseoftheE-CommerceofSmallandMediumEnterprises(SMEs)inChiangMaiThailand.Technology-drivenchangeisrevolutionizingeveryindustry,fromretaildistributiontobanking,frommanufacturingtopublishingandeducation.Thepressureofnewtechnologies(computer,networks,interactivetelevision)combinedwithincreasingcustomerdemands(flexibility,convenience,customization,service,etc.)andhyper-competition(globalmarkets,shrinkingproductcycles,increasingrisk,rapidchanges)isrequiringcompaniestoredefinetheirstrategies,productsandprocesses.Electroniccommerceissupportedbyonespecificsetoftechnologies(intelligentfront-ends,publicnetworkssuchastheInternetandmultimediadata)whichhasanimpactontheseindustries.Forthefirsttime,buyersandsellerscancommunicatedirectlyoveraninformationanddata-richchannel.Consumer-orientedindustrieswhereserviceandinformationplayingalargepartinbuyingprocessareespeciallyaffected:banking,travelandretailofcommodity1.1.ElectroniccommerceThesupportsothatSMEscanutilizeInformationandCommunicationTechnologysuchastheirgoodsinformationpropagationviainternetoradoptionElectronicCommerceSysteminsteadofpurchasingatshopshasbecomeanothercourseofactiontoenhancedevelopmentofsuchcategoryofbusinesstoboomup.AnotherfactorthatcanmakeE-commercewebsitessuccessfulisthenecessitytoknowthosefactorsaffectingtothesatisfactionoftheE-Commerce'scustomersgroup.organizations.ISBN978-89-5519-131-893560-742-Feb.12-14,2007ICACT2007Fromthetentativesurvey,itwasfoundthatthereareveryfewofsmallenterpriseswhichhavetheirownwebsites,only1.100ofallsmallbusinessentrepreneurswascalculateablewhilethebiggerenterpriseshavetendencyortrendtohavemorewebsitesasshownintable1.Table1.ProportionofestablishmentshavingwebsitestothewholenumberofestablishmentsAllMediumSmallBigestablishmentsEnterprisesEnterprisesEnterprisesestablishments34614,0141,03512,633establishmentsProportion(%havingwebsitesAll1,180,2401.265552.83,23732.01,176,3481.1Source:ReportonTradingandServiceBusinessSurvey,2003MinistryofInformationandCommunicationTechnology.2.3.ApparatususedinthisresearchanddatacollectionInthisresearch,datausedinthestudyweredividedinto2categories:1.Primarydataacquiredfromquestionnairesdistributedamongthetargetgroup,i.e.thewebsites'customersinChiangMai,theapparatusortoolusedfordatacollectionwasquestionnaires,containingboththeClosed-endQuestionsandOpenQuestionscreatedbytheresearcheraccordingtothesetobjectiveswhereasthecompositionofthequestionnaireswasdividedinto4partsasfollowsPart1.QuestionnairesAnswerers'generaldata.Part2.BehavioraldataaboutinternetapplicationofcustomerswhousewebsitesserviceinChiangMaiarea.Part3.FactordataaffectingsatisfactioninusageE-commercewebsites'services.2.Secondarydataacquiredfromdatasearchingfromjournalsormagazines,publications,websitesandotgherrelatedresearches.2.4AnalysisofDataAfterthedatafromreturnedquestionnaireshadalreadybeencollected,theresearcherhadquantitativelyanalyzedthemviaprocesswithsoftwarecalledSPSS(StatisticalPackagefortheSocialSciences)Forthequalitativedata,theywereanalyzeddescriptivestatisticsmethodandpresentedinTabularpresentation.Inthisresearch,thequestionnairesweredistributedamong180websitescustomersinChiangMaiProvinceandthendataobtainedfromthequestionnaireswereanalyzedanddistributivelycategorizedtheresultofresearchandthehypothesiswastestedasinthefollowingdetails:-Theanalysisofquestionnairesanswerers'generaldatawithdescriptivestatisticsusage,i.e.distributionoffrequencyandpercentage.-Marketingviainternet.-Designingthesuitablewebsitestructures.-Designinggraphicwork.2.ResearchMethodologyInthisresearch,thesurveyresearchthataimedtofindoutthelevelthosefactorsaffectedthecustomers'satisfactionwasused.2.1.ConceptualframeworkoftheresearchTheconceptaboutwebsitedesigns,featuresofbusinessininternetapplicationwasappliedinthedevelopmentoftheconceptualizationframeworkasshowninthefollowingdiagram.Irdepende...eVA.ablePLOna=Li2hd01oVafbIesSSeJA,geFbat&es-EduXcajnCcarerfRenueDesCrrboFeabXf6mmrnbW6bsfbsWedstComprnen-kWrtktingAsoctDsionAspect-DesignSbitablestwwe.Figure1.Conceptualframework2.2PopulationandSampleThepopulationstudiedinthisresearchwerethose180Websites'customersinChiangMaiProvinceareawhocanbecategorizedasfollows:45personshttp://www.rinlaya.comhttp://www.greenhealththailand.com45persons45personshttp://www.vavabear.com45personshttp://www.tawaicenter.comdesirablefeatures,theresearcherdeterminedthat:Mostimportantsubstitutedwith5substitutedwith4VeryimportantModerateimportantsubstitutedwith3Littleimportantsubstitutedwith2Leastimportantsubstitutedwith1InpresentationtheimportanceofE-commercewebsites'ThecriteriausedinconsiderationthesignificancelevelsofE-commercewebsites'desirablefeatures,ithadconsideredfromthefollowingopinionlevels:Veryimportant,themeanfellinrange3.68-5.00Moderateimportant,themeanfellinrange2.34-3.67Littleimportant,themeanfellinrange1.00-2.33ISBN978-89-5519-131-893560-743-Feb.12-14,2007ICACT20073.ResultsandDissussionsThisresearch\"Theaffectingfactorsofcustomer'ssatisfactionforSMEsE-CommercewebsiteinChiangMai\"hadobjectivestostudyandfindoutthelevelsofsatisfactionofE-Commercewebsites'customersinChiangMaiandstudyabouttheproblemsandguidelinestoimprovethewebsitestomatchatmosttherequirement.ThepresentationofthisresearchresultwaspresentedinTabulateddatawithanalyticaldescriptionsuchthatdividedinto3partsasfollows:Part1.QuestionnairesAnswerers'generaldata.Part2.Marketingfactorsdataviainternet.Part3.Designingfactorsdataforthesuitablewebsitestructure.Part4.Factorsdataforgraphicdesigns3.1.QuestionnairesAnswerers'generaldataTable2.NumberandpercentageofsamplegroupcategorizedbysexWebsiteUsingFrequencyMorethan8times/week6-7times/week5-6times/week3-4timesweek1-2times/weekOthersTotalTable5.NumberandpercentageofsamplegroupcategorizedbyfrequencyrateofwebsiteusageNumber62221942199180Percentage38.3012.2010.6023.3010.605.00100.00FromTable5.,itwasfoundthatmostofthesamplegroupfrequentlyusedinternettovisitwebsitemorethan8timesweekwhichwas38.30%oofthem.Table6.NumberandpercentageofsamplegroupcategorizedbyfrequencyrateofE-mailusageSexMaleFemaleTotalNumber8694180Percentage47.8052.20100.00E-mailUsingFrequencyMorethan8times/week6-7times/week5-6times/week3-4timesweek1-2times/weekOthersTotalNumber62133540246180Percentage34.407.1019.4022.2013.303.30100.00Fromtable2.,itwasfoundthatmostofthesamplegroupwerefemales,52.00oandmale,47.80O.Table3.PercentageofsamplegroupcategorizedbyageFromTable6.,itwasfoundthatmostofthesamplegroupfrequentlyusedinternettouseE-mailmorethan8timesweekwhichwas34.4000ofthem.3.2.MarketingviaInternetTable7.Showingmeans,standarddeviationandimportanceofmarketingviaInternetXSDAgeYounjgerthan18Years19-25years26-32years33-39yearsars&upwardsTotalNumber299363013180Percentagge1.1055.0020.0016.7072.00100.00Fromtable3.,itwasfoundthattheageofmostofthesamplegroupwereintherange,19-25yearswhichwas55.00Oofthem.Table4.NumberandpercentageofsamplegroupcategorizedbyrevenuepermonthR.evenueperMonth.bessthan3,000baht3,000-6,000baht6.,001-10,000baht20,000baht&uDwards3,001-15,000baht1(1'5001-20,000bahtNumber1032374917180Percentage5.6017.8037.2027.209.42.8185100.00Fromtable4.,itwasfoundthatmostofthesamplegrouphadaveragerevenueatrange,6,001-10,000bahtpermonthwhichwas37.20ofthem.MarketingviaInternet1.SelectDomainNametosuitbusiness2.SelectDomainStringNametosuitbusiness3.LengthofDomainName4.NamingDomainsimplyMemorizable5.NamingTitleTagtosuitwebsite6.WritingDomainDescription7.Speedofdatatranceivingviainternet8.Regularlypublicizenewgoods9.DeliveryofnewgoodsparticularstocustomersviaE-mail.1O.Therearearticlesaboutproducts11.Thereareintroductionhowtousethoseapplications.TotalImportance4.284.203.884.091.003.704.434.113.783.493.703.690.7030.6880.8470.9350.8780.9850.7850.7970.9290.9370.8840.85MuchLevelMuchMuchMuchLittleMuchMuchMuchMuchmoderatMuchMucheFromtable7.Mostofthesamplegroupweresatisfiedwithmarketingviainternetatveryimportantlevel(x=3.69)andwheneachindividualcomponentwasISBN978-89-5519-131-893560-744-Feb.12-14,2007ICACT2007considered,itwasfoundthatthesamplegroupmostlygavepriorityonspeedofdatatranceivingandtheseconddesirableonewastheselectionofdomainnamethatsuitedone'sownbusiness.Table8.Showingmeans,standarddeviation;andimportanceofdesigningthesuitablestructuireDesigningthesuitableSDImportancexandtheseconddesirableonewasthegoodspicturemustbeconciseandclear.5.ConclusionTheresearchresult,itwasfoundthatfactorsthoseaffectedStructure1.Dataaboutthecompanyanditsmap2.TermandConditionpage3.Queryform4.Webboard5.Cansearchforgoodsdataviawebsites6.BothThai&Englishdataavailable7.Sitemap8.Colourusagetomatchthewebsite'srelation9.Usingcolourtoemphasizeimportanttopicsconcisely.lO.UsinglettersofeasilyreadablesizelI.ApplyanimationinwebsiteDublicizationLevel3.973.883.803.974.244.193.183.793.763.333.790.6340.8860.8610.8710.8860.833MuchMuchMuchMuchMuchMuch0.9900.980MuchMuchMuchModerat0.9770.945SMEs/B-commercecustomers'satisfactioninChiangMaiProvince,thewebsiteusersgaveprioritytomarketingviainternet,i.e.thespeedinaccessibilitytotheirdesirabledata,capabilitytonametheirdomainstosuittheirbusinesswhichareshort,easilymemorizableandcouldalwayspublicizetheirnewgoods.Fordesignofthesuitablewebsitestructure,itwasnecessarytoanalyzedatabeforethedesigningsothatthewebsiteswereeasilyapplicableandcouldsearchforgoodsdataonwebsiteandthereweresufficientdetailsaboutgoodsandpricebeforedecisionmaking.Forthegraphicdesigns,thewebsiteusersgaveprioritytoconcisepicturesofgoodswhichmustbebigenoughtoshowdetailaboutthegoods.Hence,theidealwebsitethatresponsestocustomers'requirementshouldhaveinterestingforms,friendlyorsimplyso0.863-*,Muchandkeepinformationoftenpresentsnewmodernizedgoods.REFERENCESapplicablechangedandalways3.800.884MuchplegTouesatisfiedFromTable8.Mostofthesamrpiegroupweresat1sfiedwithdesigningthesuitablestrucitureatveryimportantlevel(x=3.80)andwheneachiridividualcomponentwasconsidered,itwasfoundthatthesamplegroupmostlygavepriorityoncapabilityinsearchingfordesirablegoodsdataviawebsiteandtheseoconddesirableonewastheavailabilityofbothThaiandEnglishlanguages[2]EfraimTurban,[1]AaronMarcus,\"PrinciplesofEffectiveVisualCommunicationofGraphicalUserInterfaceDesign\USA,1995.provided.Designingthegraphicworks1.Selectionofsuitablegraphiconwebsite2.Goodspicturesmustbeconcise.3.Goodsdrawingsizemustbesufficienttoshowdetailofthegoods4.Publicizationshoulduseanimationandsoundtoattractattention5.Filesizemustbesmallsothatthedatacanbequicklyretrieved.TotalTable9.Showingmeans,standarddeDviationandimportanceofdesigningthegraphiicworksxSD4.344.340.6790.679ImportanceLevelMuchTravelIndustryAnAnalysisMethodologyandCaseStudy\P48-P58.[7]SiwapornPutsayainunt,\"FactorsAffectingthestudents'satisfactionofinternetservicesprovidedbyuniversitiesinChiangmaiProvince\MasterthesisofDepartmentofAgriculturalEconomicsandCooperatives,FacultyofAgriculturalBusiness,MaejoUniversity[4]A.B.Smith,C.D.Jones,andE.F.Roberts,\"ArticleTitle\Publisher,Location,Date,pp.1-10.[5]Jones,C.D.,A.B.Smith,andE.F.Roberts,BookTitle,Publisher,Location,Date.[6]MichaelBloch,ArieSegev,\"TheImpactofElectronicCommerceonthePrenticeHall.[3]JoelSklar,\"PrinciplesofWebDesign\TomsonCourseTechnology.\"ElectronicCommerceamanagerialPerspective2002\Mucih-Much[8]YamaneandTaro,\"Statistics:AnIntroductoryAnalysis\Harper[9]D.HoffmanandT.Novak,\"InternetandWeb:BaselinesforcommercialEnvelopment\http://www.2000.cgsm.vanderbilt.edu/baseline/internet.demos.html.[1O]Wiging,W.Richard,\"TheInternetforeveryone:AGuideforUserandProviders\NewYork,McGraw-Hill,1995.[1I]RussetandAJame,\"TelecommunicationandPre-ServiceTeacher:TheeffectsofUsingElectronicmailandadirectedExpeditionsofInternetonattitude\SilverPlatterFile:EricItem,ED368571.[12]RaviKalakota,AndrewWhinston,\"FrontiersofElectronicCommerce\Addison-Wesley,1996.[13]TheAsiaFoundation,SMEsandE-Commmerc,http://www.asiafoundation.org/[14]ThailandWebDirectoryandAdvanceWebStatistics,http:Htruehits.net[15]MinistryofinformationandcommunicationtechnologyThailand,http://www.nectec.or.thChiangmaiThailand.~~International,1973.4.334.143.930.7970.8030.888MuchMuch3.834.110.8640.8516MuchMuchFromtable9.Mostofthesamplegroupweresatisfiedwiththedesignsofgraphicartatveryimportantlevel(x=4.11)andwheneachindividualcomponentwasconsidered,itwasfoundthatthesamplegroupmostlygavepriorityonselectabilityofsuitablegraphiconwebsiteISBN978-89-5519-131-893560-745-Feb.12-14,2007ICACT2007