Nghiên cứu các yếu tố ảnh hưởng đến sử dụng dịch vụ E-logistics tại Việt Nam

Nội dung text: Nghiên cứu các yếu tố ảnh hưởng đến sử dụng dịch vụ E-logistics tại Việt Nam

1. A STUDY ON FACTORS AFFECTING INTENTION TO USE E-LOGISTICS SERVICES IN VIETNAM NGHIÊN CỨU CÁC YẾU TỐ ẢNH HƯỞNG ĐẾN SỬ DỤNG DỊCH VỤ E-LOGISTICS TẠI VIỆT NAM MA. Vo Thi Thanh Thao MA. Nguyen Thi Quynh Anh Korea Vietnam friendship information technology College Abstract Nowadays, with the rapid globalization and high competitive environment, many companies are taking part in the global arena to gain market share as well as take advantage of sourcing efficiencies and higher production. In addition, the significant development of Information and Communication Technology (ICT) has brought many opportunities to logistics industry. E-logistics means doing E-business inside of transport logistics cluster over the internet with the support of ICT. A survey of 232 logistics customers revealed that intention to use E-logistics services is directly positively predicted by customer satisfaction and indirectly by information quality, service quality and system quality. These findings are helpful in directing the attention of Vietnam’s logistics managers to recognition of the importance of service quality, system quality as well as information quality in addition to increase the rate of customers using their services. Keywords: Logistics, E-logistics, Vietnam. Tóm tắt Ngày nay, với sự toàn cầu hóa diễn ra nhanh chóng và môi trường cạnh tranh ngày càng khốc liệt, nhiều công ty đã tham gia vào đấu trường toàn cầu để giành lấy thị phần cũng như tận dụng lợi thế của nguồn lực sản xuất một cách hiệu quả hơn. Bên cạnh đó, sự phát triển mạnh mẽ của công nghệ thông tin và truyền thông đã mang lại nhiều cơ hội cho ngành công nghiệp hậu cần. Dịch vụ hậu cần điện tử có thể hiểu là kinh doanh điện tử bên trong các dịch vụ hậu cần vận tải trên internet với sự hỗ trợ của công nghệ thông tin. Một cuộc khảo sát 232 khách hàng của dịch vụ hậu cần đã được tiến hành. Kết quả chỉ ra rằng ý định sử dụng dịch vụ E-logistics chịu sự ảnh hưởng trực tiếp từ sự hài lòng của khách hàng và gián tiếp bởi chất lượng thông tin, chất lượng dịch vụ và chất lượng của hệ thống. Những phát hiện này góp phần thu hút sự quan tâm của các nhà quản lý hậu cần của Việt Nam trong việc nhận biết tầm quan trọng của chất lượng dịch vụ, chất lượng hệ thống cũng như chất lượng thông tin, nhằm gia tăng tỷ lệ khách hàng sử dụng dịch vụ của họ. Từ khóa: Logistics, E-logistics, Việt Nam. 1. Introduction Logistics is defined as an operational process in which includes inputting, storing, transporting and distributing physical goods (Stratton, 2001). Many research investigated that the cost of logistics has a huge impact on profitability of a company. Besides bringing 664
2. opportunities, a global market, outsourcing as well as operations also put a lot of pressure on the logistics function in goods delivery as quickly as possible at the lowest cost (Gunasekaran and Ngai, 2004a). Because there are different parties involved in logistics services nowadays, the communication between them becomes complicated. But, this difficulty can be overcome by utilizing various information technologies including the Internet, email, WWW. Moreover, the speedy development of ICT and the widespread of E-commerce enabled logistics value chain designed to offer logistics services competitively including contract warehousing, public warehousing, transportation management, distribution management and freight consolidation, and all of these activities based on Internet is called electronic logistics (E-logistics) (Gunasekaran and Ngai, 2003; Hesse, 2002). It is not easy to define comprehensively E-logistics because the potential effect of E-commerce on logistics as well as supply chain management is not yet fully understood (Aleš et al., 2004). One possible definition is that E-logistics is related to the processes necessary to transfer the goods sold to the customers over the Internet (Auramo et. al., 2001). Another more sophisticated aspect about E-logistics is that it is wide-ranging topic regarding to supply chain integration that has influence of eliminating intermediaries (such as retailers or wholesale) as well as fosters new players’ emergence such as logisticians whose role is to acclimate traditional logistics chains to allow for possibility the requirements of E-commerce (Aleš et al., 2004). E-logistics means doing E-business inside of transport logistics cluster over the internet (Aleš et al., 2004). Successful integration of supply chain management which depends on the implementation of E- business in logistics is named as E-logistics. Subsequently, these two terms are displayed through the E-logistics system which the usage of IT complements supply chain management and logistics. The objectives of E-Logistics are: (1) reducing operating costs, (2) meeting product delivery deadlines, and (3) improving customer services. According to Joseph, having a supportive E-logistics and reverse this system is very necessary to maintain the competiveness (Joseph et al., 2004). An AMR study of Challenger showed that E-logistics has a potential of lowering costs by 10 %. This study tries to investigate key elements affecting intention to use E-logistics services in Vietnam basing on IS success model, from that finding out solutions to improve as well as develop E-logistics services in Vietnam and increase the rate of customers using E-logistics services. Therefore, the research aims to answer two key research questions (1) What are the factors affecting intention to use E-logistics services in Vietnam?, (2) What are the key elements to develop and maintain E-logistics services in Vietnam in the future? An examination into the two research questions of this research would help to determine the most influential factors to intention to use E-logistics services in Vietnam. 2. Literature review 2.1 E-logistics in Vietnam At present, ICT system plays an important role in the logistics activities’ process and it is considered as the third matter, going after the infrastructure and customs required to be established to create conditions for such service’s developments. However, according 665
3. to Tomoya, Vietnam logistics companies are still young with limited resources as well as technology specialists on staff (Tomoya et al,. 2011). Moreover, Vietnam does not have many large domestic logistics service providers that have enough capacity as well as resources for undertaking all stages of the logistics supply chain; therefore, the large parts of logistics services are falling into the hands of many foreign corporations (Tomoya et al,. 2011). Moreover, in data transmission in Vietnam, the application of IT is still limited. For example, there are few of Vietnam seaports which play an important role in logistics administration apply system of IT and EDI, the others are not prepared fully yet. Those companies should invest modern and advanced technology for improving their ability in sharing information as well as developing effective logistics pipeline integration. According to the special report in March 2016 made by HKTDC Research, Logistics companies in Vietnam has continued to grasp IT with 17% of companies using Electronic Data Interchange, 10% being equipped with Enterprise Resource Planning systems and most using customs as well as accounting software. For transport sector, 29% of companies use GPS and 19% use transportation management system. Meanwhile, in warehousing sector, around 17% utilize warehouse management software and bar code systems. According to Ms. Le Hoang Anh, Vice President of Avina Logistics, currently, Vietnam Logistics and distribution power lies with foreign enterprises and investors while domestics companies just play a minor role, lack of technology transfer make it hard for domestic enterprises to secure resources and seize opportunities. 2.2. IS success model IS success model of Delone is one of the most model widely used in IT field. It proposed to reflect the combination system of pre-reported individual evaluation. Based on the research of and Mason and Shannon, IS success model of Delone proposed to reflect the combination system of pre-reported individual evaluation [5; 6]. The model was present the process nature and dependent of six most IS success fractures: (1) information quality, (2) system quality, (3) use, (4) user satisfaction, (5) organizational impact (6) individual impact. While it is unclear whether the research of Delone and McLean were originally intended to suggest causality, many researchers tried to test these as causal paths and have found them to be broadly valid (Seddon and Kiew 1994; Rai et al. 2002). From Seddon to Myers et al., the main distributions of Delone makes us knowing about IS evaluation, which is included: (1) the structures of the model supply a classification for the IS evaluation assessing which is introduced in the previous literature, (2) in the evaluation process, their method begins to recognize relevant stakeholder groups, and (3) they recommend a interdependencies model among the structures. This study used 4 features from IS success model such as Information quality, service quality, system quality and satisfaction to examine the intention to use E-logistics services in Vietnam. 666
4. 3. Research model and hypotheses Figure 1. Research model 3.1 Information quality Information quality is defined as quality which manifested in overall performance of a system and measured by perceptions of individuals (Delone et al., 2003). For E- Logistics, information is needed on customer requirements, product characteristics, partners’ services and performance in terms of cost, responsiveness, quality and flexibility; offering logistics services at competitive prices (Gunasekaran et al., 2007). IT in E- logistics helps customers update order delivery information consecutively, electronic data interchange helps with prompt customs clearance, order management applications or software also save time for customers (Tung, 2016). And information quality such as warehouse management system, integrated system such as enterprise resources planning system, real-time data systems 3.2. Service quality Service quality is related to the extent that the service is delivered to the best address customer needs regarding to the entity managing the system’s support (DeLone et al., 2003). According to Perreault and Russ, logistics activities create time, place and form utility in order to enhance the product value (Perreault et al., 1974). From that, Coyle et al. (1992), Shapiro and Heskett (1985) and Stock and Lambert (1987) extended this assertion in describing the seven Rs of utility creation by logistics services including: delivering the right product, the right amount, in the right condition, at the right place, in the right time, at the right price and with the right information. 3.3. System quality System quality is related to the extent in which the system’s functionalities can be the best address that customer needs, with as minimal problems encountered and as much ease as possible (Chang et al., 2005; DeLone et al., 2003). System quality is measured by features such as functionality, reliability, ease of use, integration, data quality and flexibility (DeLone et al., 2003). System quality denotes the customers’ perception of the technical performance of the E-logistics services’ website in information retrieval and delivery. System quality is one of important determinants of website users’ satisfaction and intention to use. A customer is unlikely to be satisfied if she or he has experienced problems in navigation or has to wait a long time for loading of web pages when using E- logistics services. 667
5. 3.4. Satisfaction Customer satisfaction is related to a satisfaction or an attitude can be a person’s feelings of pleasure. Many authors define customer satisfaction as reaction or response (affective or cognitive) to the assessment of the perceived discrepancy between the actual experience and previous expectations about a product or service as perceived after consumption (Kotler, 2000). According to the law of effect, people have trend to use whose consequences bring satisfaction or pleasure to them (Tung, 2016). If a service is pleasant to a customer, they would have behavior of repeating the purchase. In E-logistics, customer satisfaction is related to the degree to which customers are satisfied with their interaction with the website. Therefore, the study proposed the following hypotheses: H1: Information Quality (InfQ) has positive effects on Customer Satisfaction (Sat) about E-logistics services. H2: Service Quality (SerQ) has positive effects on Customer Satisfaction (Sat) about E-logistics services. H3: System Quality (SysQ) has positive effects on Customer Satisfaction (Sat) about E-logistics services. H4: Customer Satisfaction (Sat) has positive effects on Intention to Use (Int) E- logistics services. 4. Research methodology To achieve the objectives of the study, firstly, we developed a proposed research model after a comprehensive literature review and we decided to base our model on IS model. Then, the study uses quantitative method for the data collection. The survey questionnaire was designed to collect data which consisted items related to respondent’s profile, possible factors affecting intention to use E-logistics services in Vietnam. The scales used in the questionnaire were largely built upon the scope and structure of previous studies. Constructs were measured based on seven-point Likers-scales ranging from strongly disagree (1) to strongly agree (7). Initially, the demographic analysis has been conducted. Then, reliability analysis was applied to confirm if the measurements were stable and consistent regardless the number of its administration with using SPSS 22. Afterwards, SEM analysis was performed using AMOS 21 tool. SEM analysis included construct validity analysis, which is composed of convergent validity and discriminant validity, and model testing which contains model fitting and hypothesis testing. The results of the data analysis are provided in detail in the next section. Detail of items in this study is presented in the table 1 below. 668
6. Table 1: Operationalization Factors Definition Items Authors Quality which 1. Information provided by DeLone et al., 2003; manifested in overall this Website is clear Thompson et al., 2009 performance of a system 2. Information provided by and measured by this Web site is accurate Information perceptions of 3. Information provided by quality individuals this Web site is up-to-date 4. Information provided by this Web site is reliable 5. This Web site provides sufficient information The extent in which the 1. This Web site is easy to Chang et al., 2005; system’s functionalities use DeLone et al., 2003; can be the best address 2. This Web site is user Thompson et al., 2009 that customer needs, friendly with as minimal 3. I find it easy to get this System problems encountered Web site to do what I want quality and as much ease as it to do possible 4. I believe that this Web site is cumbersome to use 5. Using this Web site is often frustrating The extent that the 1.This Web site provides DeLone et al., 2003; service is delivered to dependable services Thompson et al., 2009 the best address 2. This Web site provides customer needs services at the times it regarding to the entity promises managing the system’s 3. This Web site gives Service support prompt service to citizens quality 4. This Web site is responsive to citizen’s request 5. This Web site is designed with citizen’s best interests at heart The degree to which 1. I am satisfied with the E- customers are satisfied logistics services. McKinney et al., with their interaction 2. The E-logistics services 2002; DeLone et al., with the website. are of high quality. 2003 Satisfaction 3. The E-logistics services have met my expectations. 4. The E-logistics services have met my needs adequately. 669
7. 5. The E-logistics services have met my needs effectively. An individual’s intention 1. I intend to use E- Fishbein, et al., 1975 to use of technology as logistics services. their commitment 2. I will use E-logistics toward a technology. services on a regular basis in the future. Intention to 3. I will frequently use E- use logistics service in the future. 4. I will strongly recommend others to use E-logistics services. 5. Data analysis This research’s objects are variety of customers who have been using E-logistics services in Vietnam. We sent the questionnaires directly to the participants and the online questionnaires. Out of 248 self-administered questionnaires distributed, only 232 questionnaires were considered to be useful, which represents a response rate of 93.5%. 63.8% of the respondents are male and the dominant age range of respondents are 31-41 with 38.4% of total and 21-30 with 29.7% of total. The respondents’ education level is mostly undergraduate with 71% of the whole respondents. Reliability analysis was performed for measuring the consistency of questionnaire which using Cronbach's Alpha (see Table 2). According to the suggested four cut-off points by Hinton et al., 2004, which are excellent (0.90 and above), high (0.70-0.90), high moderate (0.50-0.70), and low (0.50 and below), out of 5 constructs in our model, 4 possess excellent reliability and the remaining 1 possess high reliability. The high Cronbach's Alpha values show that all constructs are internally consistent; it means that items belonging to same construct are, in fact, measuring the same content. Moreover, constructs have convergent validity if composite reliability (CR) is greater than 0.7 and the average variance extracted (AVE) validity is greater than 0.5 (Hair et al., 2006). As we can see in table 2, CR and AVE are satisfied with the standard. Table 2. Cronbach’s Alpha, CR and AVE SerQ SysQ InfQ Sat Int Cronbach’s alpha 0.863 0.931 0.933 0.934 0.935 CR 0.800 0.908 0.917 0.916 0.899 AVE 0.572 0.711 0.735 0.783 0.748 Seven common model-fit measures were used to check the measurement model fit in the Table 3: (1) chi-square/degree of freedom (Cmin/df), (2) comparative fit index (CFI), (3) the goodness-of-fit index (GFI), (4) the Adjusted goodness-of-fit index (GFI), 670
8. (5) root mean square residual (RMR), (6) root mean square error of approximation (RMSEA), (7) Tucker Lewis Index (TLI). And Table 3 shows that all model-fit indices satisfy their respective acceptance criteria which were suggested in the previous literature (Hair et al., 2006). Table 3. Model fit indices Model fit indices Cmin/df CFI GFI AGFI RMR RMSEA TLI Recommended .8 >.8 >.8 .8 value Obtained 1.644 0.973 0.909 0.885 0.072 0.039 0.969 The correlation matrix is showed in table 4 with the correlations among the constructs and the square roof of AVE values on the diagonal. With same process used in CFA, items display large standardized residuals were gotten out of the final measurement model. With the final set of measurements, unidimensionality and reliability of each factor were confirmed. The discriminant validity’s examination confirmed that each construct is independent from others. In summary, convergent validity, adequate reliability and discriminant validity were demonstrated in the measurement model. Table 4. Discriminant validity InfQ SysQ SerQ Sat Int InfQ 0.857 SysQ 0.356 0.843 SerQ 0.192 0.526 0.756 Sat 0.072 0.006 0.324 0.885 Int 0.046 0.405 0.646 0.375 0.865 Purpose of hypothesis test is to determine which predictors (independent variables) bring a significant contribution to the dependent variables’ explanation (Hair, 2006). And the hypothesis is satisfied with P-value are less than 0.05. In the table 5, all hypotheses were supported with P-value less than 0.05. Table 5. Hypothesis Test Estimate S.E. C.R. P Label Sat < InfQ .311 .060 4.860 Supported Sat < SysQ .417 .060 6.430 Supported Sat < SerQ .121 .042 2.688 * Supported Int < Sat .331 .055 6.089 Supported Note: *p < 0.05, p < 0.01, p < 0.001 There are many factors affecting users’ intention to use E-logistics service, however, among those factors, this study examined the effect of IS success model and showed how these aspects are related to Intention to use E-logistics services in Vietnam. The results show that information quality, system quality and service quality themselves affect intention to use E-logistics services indirectly through satisfying customers. First of 671
9. all, system quality has the highest and positive impact to customer’s satisfaction when using E-logistics services with coefficient of 0.417. It means that satisfaction of Vietnamese customers is affected the most by the quality of E-logistics system, people are satisfied when using a system which is ease to use, flexible, reliable Secondly, information quality is considered as the second important factor affecting customer’s satisfaction with coefficient of 0.311. In E-logistics interactions, customers are faceless, the information quality becomes the “online storefront” upon which the first impressions are formed. Vietnamese customers can access to E-logistics information easily and promptly as well as the E-logistics system is reliable and secure functioning. Service quality affects to customers satisfaction as well with coefficient of 0.121. When using E- logistics services, customers received the services at the time they promises, besides, those services give prompt services to customers as well as response to customers’ request Last but not least, customer’s satisfaction has positive effect on intention to use E-logistics services with coefficient of 0.331, when customers satisfy with the services, they will have intention to use it and suggest it to others to use it as well. And those results are consistent with the findings of Delone. 6. Conclusion Academically, this is an empirical study which was carried out in Vietnam so the research's results not only play an important role which contribute to the existing research system in Logistics in Vietnam but also has practical implications for Logistics service providers in Vietnam. E-logistics in Vietnam has not been developed fully yet, but Vietnamese customers are satisfied with its quality. Logistics customers have stringent requirements for services, therefore logistics providers must comply with their high standards on a full-service function as well as order handling quality (e.g. cycle time, order accuracy) for all supply chain processes. Besides, good logistics management is reliant heavily on the availability of accurate information and E-logistics plays a significant role in bringing all parties, including suppliers and customers to a single platform in an integrated logistics system to provide a quality logistics and cost-effective services. An E- Logistics management system includes (i) warehouse management systems which carry out inventory control, replenishment, invoicing and reverse logistics; and (ii) a fleet management system that carries out task assignments, route scheduling, planning, load planning, order-tracking, etc. Therefore, depending upon the scope of the logistics enterprises that involved an appropriate information network which supports electronic brokerage and contracting, electronic meetings and collaboration including electronic payments and banking, business transactions and on-line information services, is essential. Business to business to customer E-commerce can be used to integrate the activities of customers and suppliers along the logistics value chain. E-logistics will develop rapidly in the future and this development will affect pricing as well as charging schemes in the industry. The overarching critical success factor of the logistics industry under the new economy is establishing an information-based supply chain that improves continuously and provides flexibility and responsiveness to changing customer requirements (Gunasekaran 672
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