Satisfaction Of The Features Of Facebook

Published:

This essay has been submitted by a student. This is not an example of the work written by our professional essay writers.

Executive summary:

In this era of social networking, everybody connects with each other via social networking sites such as Facebook, Twitter, My Space and others.

The main task of this study is to determine the current level of satisfaction of Facebook users and draw a conclusion which will help Facebook maintain and increase their customer loyalty and market share. The process starts by identifying the main factors that influence Facebook users and then develop a suitable market research strategy towards it.

A brief introduction and background of social networking helps the researchers to develop research components of the study. Secondary data was collected to identify the current situation of Facebook and its market share, followed by the reasons why people use Facebook and how the different features influence their overall satisfaction with Facebook. For example: sharing information, games, third-party applications, etc.

After the collection of secondary data, a sample questionnaire was designed to collect responses from users belonging to different age groups and occupations. A survey has been conducted and 200 people in the University of Leeds participated during research process. Relationship between dependent and independent variables was tested by using suitable statistical methods.

The results stated:

The effectiveness of all the features of Facebook stated in the conceptual model and the relationship between their importance and the level of satisfaction.

The relationship between the satisfaction level of the individual features of Facebook and the overall satisfaction with Facebook.

The relationship between gender and age group and the overall satisfaction of Facebook.

CONTENTS

Page

1 Introduction

2 Background

3 Research Problem Definition

3.1 Management Problem

3.2 Research Problem

3.3 Research Objective

4 Research Approach Development

4.1 Literature Review

4.2 Conceptual Model

4.2.1 Research Questions and Hypotheses

5 Research Design & Methodology

5.1 Research Design

5.2 Secondary Research Methodology

5.3 Primary Research

5.3.1 Research Approach

5.3.2 Sampling Design

5.3.3 Questionnaire Design

5.3.4 Fieldwork

5.3.5 Analytical Issues

6 Results and Analysis

6.1 Results

6.2 Hypothesis Testing

7 Conclusion & Recommendations

7.1 Conclusion

7.2 Recommendations

7.3 Limitation

References

Appendices

Introduction and Background

Introduction to social networks

Social networking sites are a platform where people communicate and/ or build relationships with each other through the internet and have become popular throughout the world in the twenty-first century. Saarinen's (2010) studies show that the first social networking site, "The Wall" was launched in California in 1985, whereas currently there are more than 20 social networking sites throughout the world.

Nowadays, fun, access speed and user-friendly webpages enjoy the priority in the social networking design. Prior to these features, wide access for people to reach every part of the world was the core of social networking sites. With all the features, people can share information, photos, videos and update each other about their lives. They can widen their social life by using the internet and can even find a partner or a job via these social networking sites. However, since all personal information is uploaded on the platform, it could be argued that this platform has turned out to become a source of criminal activity and identity theft.

Today, the global market share of social networking sites could be divided into four main web sites: Facebook(2004), Youtube(2005), Myspace(2003) and Twitter(2006), among which Facebook currently is the most popular.

Background

Background information of Facebook

The objective of this essay is to analyse the positive feedback of Facebook and find out how Facebook could maintain or increase its market share.

Facebook(Facebook, 2004):

Facebook, founded in February 2004, is one of the most-trafficked sites in the world and has over 500 million active users. Facebook's mission is to give people the opportunity to share and make the world more open and connected.

SWOT Analysis of Facebook:

Strength

Weakness

Authenticity

Multiple features

Privacy

Banned in some countries

Opportunities

Threats

Translation facility

Widespread network

Change in lifestyle

Competition

Data collection by third party marketing companies

Research Problem Definition

3.1 Management Problem

Among the fierce competition from the ever growing number of social networking companies, Facebook Inc. constantly innovates to meet the satisfaction of every user such as the Facebook application for smart phone users and the user-friendly webpage. Hence the management problem for Facebook Inc. is: How can Facebook maintain its current customers and reach customer satisfaction?

3.2 Research Problem

An in-depth study will focus on what feature/ features users value most and to determine the preferences and potential improvement for Facebook Inc. to enhance their market share.

3.3 Research Objective

The aim of the research is to determine how the different users of Facebook evaluate its different features and also to identify which of these features create the most satisfaction for users. Therefore the objectives of this research are

• To determine what Facebook users think of the various features.

• To identify the features that offer users the most satisfaction.

• To suggest new features that can attract current and potential users.

Research Approach Development

4.1 Literature Review

In recent years, the way how people use internet to communicate with others has changed. People now tend to use social networking to interact with friends and share information in different contexts (Mark Zuckerberg, 2010). This is one of the primary reasons why such social networking sites like Facebook, MySpace and Twitter have nowadays become more and more popular.

According to Mintel, social networks are an online platform for users to communicate in various ways for instance, instant messaging, voice and video chatting, gaming and sharing photos, information, even discussing. (Mintel, 2010)

The key success for a social networking is the number of users. A large number of studies and articles analysing how users choose their own social network, were published in recent years.

With the thorough penetration of network facility among public and the reduction in the price of the internet, various social networking sites reached their saturation in 2008. And as for now, the well-known social networking website Facebook dominates majority of the social networking market share.

Facebook was founded in 2004 by Mark Zuckerberg, a Havard student,. With more than 70 translations available on the site and mostly 70% of users outside the United States, Facebook is one of ten largest social networking sites over the world. It has more than 500 million users around the world, with half number of active user using Facebook approximately every day. There are over 900 million objects that people interact with (pages, groups, events) and they spend over 700 billion minutes per month on Facebook (Facebook Press Room, 2010).

People are now being more comfortable sharing their personal information online with others than before. In October 2010, Facebook announced that some popular applications, including the game FarmVille, had improperly shared information about users and their friends to advertisers and web tracking companies. The company was still looking at ways to prevent it from happening again. They are trying to define the standards for privacy in this internet age (The New York Times, 2010).

"As adults, by and large, we think of the home as a very private space … for young people it's not a private space. They have no control over who comes in and out of their room, or who comes in and out of their house. As a result, the online world feels more private because it feels like it has more control" (Johnson, 2010).

Interface, interaction with other group of friends or family, entertainment is also being amongst the top criteria when people choose to stay with Facebook. The New York Times mentioned that, like other social networks, Facebook's users can create their own profile page and forge online links with their friends and acquaintances. That's the way they distinguished itself from their rivals, partly by imposing a Spartan design ethos and limiting how users can change the appearance of their profile pages. That has reduced visual clutter and threats like spam, advertisings which plague rivals (Wyld, 2010).

In the next article analysis by Kevin Allison and Richard Waters (2007) in Financial Times, they pointed out that Facebook wants to become the world's most popular photo sharing website, ahead of popular sites such as Yahoo and Flickr because many people who use social networks also want to share their images and pictures with friends, family and the public. On the other hand, they allow outside companies to launch thousands of features and applications on Facebook's software platform, which enable users to play games, keep track of their music and films.

Another problem for Facebook is: how to protect their customer's personal information from advertisers and other marketing organizations. A recent study about Facebook's features and how it affects users' privacy on PC World stated that: "Facebook is about to get a lot more personal and dig deeper into you and your friends' likes, dislikes, and what you do online" (Paul, 2010). He mentioned about five new Facebook features that will have an impact on the customer's privacy, but Facebook has its own policies protecting their user from others who want to use their personal information. Basically, Facebook's policies state that a third-party website or company cannot sell your data or do much more than use it in relation to your Facebook account.

Among all the popular social networking websites such as Bebo, MySpace.com, LinkedIn, Twitter and Friends Reunited, Facebook achieves and maintain its success through rapid innovation in the market place. The users' long hours spent on Facebook enables its huge profit by selling advertising space. The more revenue they gain from the limited ad space, the more elite staff they can hire, which is the key element to guarantee their market place. Therefore, Facebook becomes the first to adopt mobile applications, third-party applications and integration with email and music. Next step for Facebook is to incorporate e-commerce within the site which would provide the users with the pleasure of both socializing and shopping (Social Networking, Leisure Intelligence, April 2010).

In this win-win situation, Facebook would find various ways to satisfy their users in order to have their users spend their precious time on their site. Therefore, based on the marketing research methodology, this essay would be dedicated to analysing what is the users' interest trend is and what features they value most.

4.2 Conceptual Model

The researchers observed from the literature review, that the satisfaction of the following features influences the satisfaction of Facebook. In order to conduct the research, the conceptual model has been formed as below.

Facebook Features

Picture uploading

Picture tagging

Games

Gender

Translation facilities

Satisfaction of different features

Satisfaction with Facebook

Like feature

Social/group set-up

Age group

Event and birthday notifications

Status updates

The wall

Privacy settings

Independent Variable Dependent-Independent Dependent Variable Variable

4.2.1 Research Questions and Hypotheses

Research question1: Is there a significant relationship between the importance of picture uploading feature of Facebook and its satisfaction?

H1: There is a significant relationship between the importance of picture uploading and its satisfaction level.

Research question 2: Is there a significant relationship between the importance of picture tagging feature of Facebook and its satisfaction?

H2: There is a significant relationship between the importance of picture tagging and its satisfaction level.

Research question 3: Is there a significant relationship between the importance of translation facilities feature of Facebook and its satisfaction?

H3: There is a significant relationship between the importance of translation facilities and its satisfaction level.

Research question 4: Is there a significant relationship between the importance of Facebook being a social/group set up and its satisfaction?

H4: There is a significant relationship between the importance of social/ group set up and its satisfaction level.

Research question 5: Is there a significant relationship between the importance of event and birthday notifications feature of Facebook and its satisfaction?

H5: There is a significant relationship between the importance of event and birthday notifications and its satisfaction level.

Research question 6: Is there a significant relationship between the importance of status updates feature of Facebook and its satisfaction?

H6: There is a significant relationship between the importance of status updates and its satisfaction level.

Research question 7: Is there a significant relationship between the importance of like feature of Facebook and its satisfaction?

H7: There is a significant relationship between the importance of like feature and its satisfaction level.

Research question 8: Is there a significant relationship between the importance of the wall feature of Facebook and its satisfaction?

H8: There is a significant relationship between the importance of the wall and its satisfaction level.

Research question 9: Is there a significant relationship between the importance of the games feature of Facebook and its satisfaction?

H9: There is a significant relationship between the importance of games and its satisfaction level.

Research question 10: Is there a significant relationship between the importance of privacy settings feature of Facebook and its satisfaction?

H10: There is a significant relationship between the importance of privacy settings and its satisfaction level.

Research question 11: Is there a significant correlation between the satisfaction levels of the feature towards the overall satisfaction of Facebook?

H11: There is a significant relationship between the features' satisfaction and the overall satisfaction of Facebook.

Research question 12: Is there a significant relationship between the demographics of the respondents and the satisfaction of Facebook?

H12a: There is a significant relationship between gender and satisfaction of Facebook.

H12b: There is a significant relationship between age group and satisfaction of Facebook.

Research Design and Methodology

5.1 Research Design

The objective of this research is to find out: what features of Facebook can help and maintain customer satisfaction. In order to find out the answer to the research question, research is to be carried out. Descriptive research is a type of conclusive research and is particularly useful when research questions seek to describe a market phenomenon(Malhotra, 2009). Here we have to find out that the various features of Facebook are the reason why users choose Facebook over other social networking sites and how it satisfies the customer. Also what are the factors that Facebook users rate as important when they use Facebook and there is a significant correlation between importance and satisfaction of Facebook's features.

5.2 Secondary Research Methodology

Scrutiny into the existing research provides us with the generalized result that social networks are enjoying large popularity these days. Among all these social networking sites, Facebook is on the top of the ranking with least promotion expenditure (Mintel, 2009). Therefore, the study based on Facebook's various features to find how Facebook maintains its market share and analyse the reasons why users prefer Facebook over other social networking sites such as MySpace, Bebo and Friends Reunited. The comparison between Facebook and Google Buzz, MySpace and Facebook in Mintel gave the information about the competitors of Facebook in the market.

Moreover, the secondary data helped this research in terms of forming certain variables in the questionnaire design like the integration and e-commerce trend of Facebook. However, the secondary research information was restricted to the overall satisfaction of different social networking sites. On the basis of this limitation, the study would explore how Facebook maintain its customer satisfaction.

5.3 Primary Research

5.3.1 Research Approach

The primary research has been conducted by survey approach because this approach is suitable for a large number of sample sizes which has series of questions (Malhotra, 2009). There are many instruments of survey that can be used. For this research, questionnaire was chosen in order to collect information. Malholtra describes questionnaire as an instrument that can measure respondents' behavior, demographic and characteristics, attitudes and opinions, and level of knowledge. In this research the questionnaires were distributed around Leeds area, mainly the University of Leeds by the face to face approach.

5.3.2 Sampling Design

According to Maholtra, there are 2 types of sampling techniques, namely Probability sampling techniques and Nonprobability sampling techniques. Probability sampling techniques will randomly select the sampling, however for Nonprobability, the sampling will be chosen by the researcher. In this research, we use Nonprobability sampling techniques with convenience sampling. The advantages of this technique are that it is inexpensive and can be done in a limited time frame. But there are some drawbacks as well, for example, sometimes the sampling group does not represent the target population. However, this technique appears to be the most suitable for this research due to limited resources.

Elements: People in Leeds.

Sampling Unit: People who use social networking websites.

Extent: People who use Facebook.

Time Frame: The data was collected during 12-16 November 2010

Sampling Frame: The sample size was calculated based on the data from The Office for National Statistics (2010). As per the data, the population of Leeds in 2008 was approximately 779,300 so the projection of population in 2010 is approximately 795,000.

Sample Size: The sample size was calculated according to statistic method (Aton, 1995, cited by Palihawadana, 2010). The research uses 95% confidence level therefore the number of standard error is 1.96.

n = 2,500 x N x Z2

[25(N-1)] + [2,500 x Z2]

n = Sample size required

N= Population size

Z = Number of standard errors

n = 2,500 x 795,000x 1.962

[25(795,000-1)] + [2,500x1.962]

n = 384

The sample size required is 384, however because of limited resources and time constraints 200 questionnaires will be collected, that is 52% of the required sample size.

5.3.3 Questionnaire Design

Questionnaire is an organized list of questions for gaining information and primary data from respondents; however, it could also be a major source of obtaining response error if designed incorrectly (Malhotra and Birks, 2007 p371-2). The researchers have followed the guidelines mentioned in Marketing Research An Applied Approach (Malhotra and Birks, 2007 p375) to develop the questionnaire.

Information:

A review of the hypothesis, research questions and components of the approach aids in specifying the appropriate information needed for the study. The questionnaire is designed in comprehension with the experience among the people in Leeds who use Facebook.

Content of individual questions:

The content of the questions are determined based on the management problem and conceptual model of the research whereas the hypothesis is also taken under consideration.

Question design:

Each question in the questionnaire should be designed in a logical and well structured way to lead the respondents in providing logical answers. Also, simple language should be used to avoid confusion or misunderstanding and prevent from obtaining sensitive information when designing the questions. Unambiguous words and duel statements that could influence the calculation accuracy of the scale are avoided in the questionnaire.

Question structure:

The questionnaire contains 14 questions.

Questions

Unstructured

Structured

Multiple-Choice

Dichotomous

Scales

Q2,Q4,Q4,Q10,

Q11,Q12,Q13, Q15

Q1,Q4,Q14

Q3,Q6,Q7,Q8,Q9

(Source: Malhotra, 2009 p338)

Multiple-choice questions are used when respondents are highly involved in social networks and have a great knowledge of Facebook. A wide range of possible alternatives are provided for respondents to determine the suitable answer.

The utility of dichotomous questions is designed in receiving a positive or negative response from the respondents.

Scales are used in order to understand the degree of importance of each factor which would affect consumer's decision in choosing a social network and the choice of Facebook, also the level of satisfaction after using Facebook. Each Scale question is measured using a 5-point Likert scale ranging from "1- strongly disagree/ least important" to "5- strongly agree/ most important".

Operationisation by the variable for questionnaire design:

Construct

Item

Source(s)

The reasons for using social network

Keeping in touch with friends

Making new friends

Dating

Playing games

Sharing information

Sharing photos

Promoting business

The reasons why users use social network are derived from Mintel

The importance of the features of Facebook

Picture uploading

Picture tagging

Translation facilities

Social/ group set up

Event and birthday notifications

Status updates

Like feature

The wall

Games

Privacy settings

The features of Facebook are derived from Facebook page and Mintel.

Satisfaction with Facebook features

Picture uploading

Picture tagging

Translation facilities

Social/ group set up

Event and birthday notifications

Status updates

Like feature

The wall

Games

Privacy settings

The features of Facebook are derived from Facebook page and Mintel.

The importance of why users use Facebook

Keeping in touch with friends

Making new friends

Dating

Playing games

Sharing information

Sharing photos

Promoting business

The reasons why users use Facebook are derived from the reasons why users use social networks which are obtained from Mintel.

Satisfaction level towards the reasons why users use Facebook

Keeping in touch with friends

Making new friends

Dating

Playing games

Sharing information

Sharing photos

Promoting business

The reasons why users use Facebook are derived from the reasons why users use social networks which are obtained from Mintel.

Overall satisfaction towards Facebook

Very dissatisfied

Dissatisfied

Neutral

Satisfied

Very satisfied

The features that users dislike

Games notification/ invitation

Email notification

Advertising

The features of Facebook are derived from the Facebook page.

Future changes in existing Facebook

Group and video chatting

Checking emails on Facebook

Personal music list

E-commerce(shopping)

The source of e-commerce is from Mintel.

Sequence for questions:

The questionnaire is divided into three categories as Part 1: General questions about social networks; Part 2: Attitude towards Facebook; Part 3: Personal details. The first part of the questionnaire focuses on the general attitude of consumers towards using social networks. The second part of the questionnaire mainly helps understand the degree of importance of the features of Facebook and the satisfaction of consumers after using them. The final part of the entire questionnaire is for collecting demographic information about consumers.

Pilot Testing:

To identify and improve the potential problems in the questionnaire, a pretest was carried out across 10 respondents in Leeds. Taking into account the answering and analyzing difficulties that had appeared during pretesting, revisions were made accordingly.

5.3.4 Fieldwork

The sample size: 200 questionnaires were equally divided amongst the 5 group members (40 each) and data was collected from 12th November 2010 to 18th November 2010. Data was collected in the University of Leeds Business School, Campus and Student Residences from the users of Facebook living in Leeds.

5.3.5 Analytical Methods

In order to accurately test the hypothesis using the collected data, researchers should choose the suitable method of analysis accordingly. Firstly, frequency distribution will be used to calculate the mean and the standard deviation of the respondents' degree of importance for each of the features of Facebook, the satisfaction level of each of the Facebook features, the overall satisfaction of Facebook and the demographic information. Secondly, bi-variate regression will be aimed at analysing the relationship between an independent variable (importance degree of the Facebook features) and a dependent variable (satisfaction level of the Facebook features). Lastly, multiple regression is chosen to understand the relationship between a dependent variable and more than one independent variable.

Results and Hypotheses

6.1 Results

6.1.1Respondents Profile

Gender

Amount (n)

Percentage (%)

Male

65

32.5

Female

135

67.5

Total

200

100

Age Group

Amount (n)

Percentage (%)

20 and below

9

4.5

21-25

146

73.0

26-30

36

18.0

30 and above

9

4.5

Total

200

100

Occupation

Amount (n)

Percentage (%)

Student/ University Student

195

97.5

Business

3

1.5

Service

0

0

Others

2

1

The tables of respondent profile show that 67.5% of respondents are females, which is twice more than males. For age group, respondents are mostly in the age group of 21-25, while 26-30 is the second most responsive age group. The respondents are mostly students or university students amounting approximately to 97 %.

6.1.2 The Importance of Facebook Features: The importance of Facebook features were examined on a study, on 5 point Likert scale. The results summarized in table below.

Features

X

Std. Deviation

Picture Uploading

3.86

1.07057

Picture Tagging

3.5450

1.19798

Translation facilities

2.2150

1.14689

Social/ Group set up

3.2400

1.05735

Event and birthday notifications

3.7800

1.03293

Status updates

3.5050

1.12976

Like feature

3.3650

1.11715

The wall

3.8800

1.02511

Games

2.3050

1.14390

Privacy Setting

3.8850

1.11264

The table shows the importance of each feature when users use Facebook. It can be seen from the table that most of the features have been rated above 3 which means users think that most of the features are essential when using Facebook. The table also shows that respondents prioritise each feature equally because the mean score of each feature is close to the others.

6.1.3 The Satisfaction level of Facebook Features: The satisfaction level of Facebook features was examined by a study, on 5 point likert scale. The results are summarized in table below.

Features

X

Std. Deviation

Picture Uploading

3.8750

1.01713

Picture Tagging

3.8650

1.02569

Translation facilities

2.8700

1.06714

Social/ Group set up

3.5750

.93743

Event and birthday notifications

3.9150

.93925

Status updates

3.8650

1.01584

Like feature

3.7100

1.03015

The wall

3.8850

1.02813

Games

2.8650

1.20166

Privacy Setting

3.3100

1.20464

The table shows how users rate their satisfaction level towards the features of Facebook features. It can be concluded that users are most satisfied with event and birthday notifications, the wall and picture uploading respectively. Users rated games to be the least satisfactory feature where the average score is 2.8650. However, the average score of each feature is in the mid scale range which is around 3. Moreover, people rated satisfaction level of each feature bonding in the same range according to standard deviation score.

6.1.4 The Overall Satisfaction Level of Facebook: The overall satisfaction of Facebook was examined by a study, on 5 point likert scale. The results are summarized in table below.

Overall Satisfaction

X

Std. Deviation

Facebook

3.9350

.72346

The table shows users overall satisfaction with Facebook and they rated it in the same range as the standard deviation score.

6.2 Hypotheses Testing

H1: There is a significant relationship between the importance of picture uploading and its satisfaction level.

In order to test the above hypothesis, a cross tabulation between the importance of picture uploading and its satisfaction level was carried out. Chi-squared test was used to statistically analyse whether there is a significant relationship between the two variables. The results of the test supported the hypothesis at p < 0.01 level. (X2 = 81.267, df = 16, p = 0.0005)

H2: There is a significant relationship between the importance of picture tagging and its satisfaction level.

In order to test the above hypothesis, a cross tabulation between the importance of picture tagging and its satisfaction level was carried out. Chi-squared test was used to statistically analyse whether there is a significant relationship between the two variables. The results of the test supported the hypothesis at p < 0.01 level. (X2 = 168.255, df = 16, p = 0.0005)

H3: There is a significant relationship between the importance of translation facilities and their satisfaction level.

In order to test the above hypothesis, a cross tabulation between the importance of translation facilities and their satisfaction level was carried out. Chi-squared test was used to statistically analyse whether there is a significant relationship between the two variables. The results of the test supported the hypothesis at p < 0.01 level. (X2 = 97.589, df = 16, p = 0.0005)

H4: There is a significant relationship between the importance of social/ group set up and its satisfaction level.

In order to test the above hypothesis, a cross tabulation between the importance of social/ group set up and its satisfaction level was carried out. Chi-squared test was used to statistically analyse whether there is a significant relationship between the two variables. The results of the test supported the hypothesis at p < 0.01 level. (X2 = 142.257, df = 16, p = 0.0005)

H5: There is a significant relationship between the importance of event and birthday notifications and their satisfaction level.

In order to test the above hypothesis, a cross tabulation between the importance of event and birthday notifications and their satisfaction level was carried out. Chi-squared test was used to statistically analyse whether there is a significant relationship between the two variables. The results of the test supported the hypothesis at p < 0.01 level. (X2 = 130.583, df = 16, p = 0.0005)

H6: There is a significant relationship between the importance of status updates and its satisfaction level.

In order to test the above hypothesis, a cross tabulation between the importance of status updates and their satisfaction level was carried out. Chi-squared test was used to statistically analyse whether there is a significant relationship between the two variables. The results of the test supported the hypothesis at p < 0.01 level. (X2 = 187.561, df = 16, p = 0.0005)

H7: There is a significant relationship between the importance of like feature and its satisfaction level.

In order to test the above hypothesis, a cross tabulation between the importance of like feature and its satisfaction level was carried out. Chi-squared test was used to statistically analyse whether there is a significant relationship between the two variables. The results of the test supported the hypothesis at p < 0.01 level. (X2 = 119.186, df = 16, p = 0.0005)

H8: There is a significant relationship between the importance of the wall and its satisfaction level.

In order to test the above hypothesis, a cross tabulation between the importance of the wall and its satisfaction level was carried out. Chi-squared test was used to statistically analyse whether there is a significant relationship between the two variables. The results of the test supported the hypothesis at p < 0.01 level. (X2 = 143.941, df = 16, p = 0.0005)

H9: There is a significant relationship between the importance of games and their satisfaction level.

In order to test the above hypothesis, a cross tabulation between the importance of games and their satisfaction level was carried out. Chi-squared test was used to statistically analyse whether there is a significant relationship between the two variables. The results of the test supported the hypothesis at p < 0.01 level. (X2 = 82.551, df = 16, p = 0.0005)

H10: There is a significant relationship between the importance of privacy settings and their satisfaction level.

In order to test the above hypothesis, a cross tabulation between the importance of privacy settings and their satisfaction level was carried out. Chi-squared test was used to statistically analyse whether there is a significant relationship between the two variables. The results of the test supported the hypothesis at p < 0.01 level. (X2 = 119.186, df = 16, p = 0.0005)

H11: There is a significant relationship between the features' satisfaction and the overall satisfaction of Facebook.

In order to set the above hypothesis, a multiple regression analysis using the Enter Method was used to measure the correlations between ten independent variables (the satisfaction level of each feature, namely picture uploading, picture tagging, translation facilities, social/ group set up, event and birthday notifications, status updates, like feature, the wall, games, and privacy settings) and the dependent variable; (the overall satisfaction of Facebook). A significant model emerged (F10, 189 = 5.741, p < 0.0005) Adjusted R square = .192. Significant variables emerged from the results are shown below:

Predictor variable Beta P

Picture uploading .117 .154 (>0.05)

Picture tagging .042 .626 (>0.05)

Translation facilities -.022 .764 (>0.05)

Social/ group set up .181 .028 (<0.05)

Event and birthday notifications .001 .990 (>0.05)

Status updates .005 .954 (>0.05)

Like feature -.028 .756 (>0.05)

The wall .231 .006 (<0.01)

Games .035 .632 (>0.05)

Privacy settings .186 .010 (<0.01)

The results indicate that three independent variables are strong predictors of the criterion variable. In other words, there is a significant relationship between the satisfaction of Facebook being a social/ group set up with the overall satisfaction of Facebook at P < 0.05 and there is a significant relationship between both the wall and privacy settings with overall satisfaction of Facebook at P < 0.01. However, the R square is fairly low which indicates that this relationship is relatively weak. Apart from that, there is no relationship between the levels of satisfaction of the rest features with the overall satisfaction of Facebook.

H12a: There is a significant relationship between gender and satisfaction of Facebook.

Having made the conclusion between satisfaction level of Facebook and gender, the moderator effect of gender was examined by using split group analysis. The results show that there is a moderating effect of gender on the relationship with females having a P < 0.0005 level(R square = .340) but there is no moderating effect of gender on relationship with males.

H12b: There is a significant relationship between age group and satisfaction of Facebook.

Having made the conclusion between satisfaction level of Facebook and age group, the moderator effect of age group was examined by using split group analysis. The results show that there is a moderating effect of age group on the relationship with people at the age of 25 or lower having a P < 0.0005 level (R square = .259) and people in the age of 26 or above recording a P < 0.05 level (R square = .406).

Conclusion and Recommendation

7.1 Conclusion

This research aims at analysing the positive feedback for Facebook about the feature/features users value most and find out how Facebook could maintain or increase its market share by determining user preferences and its potential to improve.

Chi-squared tests were carried out to evaluate the effectiveness of all the features of Facebook stated in the conceptual model and find out the relationship between the importance and level of satisfaction of the features. The results revealed that; there is a relationship between the importance of the features and their satisfaction in the following order: status updates, picture tagging, the wall, social/ group set-up, birthday/ event notifications, privacy settings, like feature, translation facilities, games and picture uploading.

A multiple regression analysis was carried out using the Enter Method to measure the relationship between the satisfaction level of the individual features of Facebook and the overall satisfaction with Facebook. It was found out that; there is a significant relationship between the levels of satisfaction of the features: social/ group set-up, the wall and privacy settings that lead to the overall satisfaction with Facebook. Satisfaction with other features does not influence the overall satisfaction with Facebook.

Split group tests were carried out to find out if gender and age group plays an important role with the overall satisfaction of Facebook. The results show that there is a moderating effect of gender on the relationship between females and the overall satisfaction with Facebook but there is no moderating effect of gender on relationship with males. Similarly, the results indicate that there is a moderating effect of age group on the relationship with people belonging to the age groups: 20 and below, 21- 25 and 26-30. Thus it is observed that age-group does not play an important role with the overall satisfaction of Facebook.

7.2 Recommendation

The objective of writing this essay is to uncover the user's satisfaction level and explore the subscribers' needs and wants towards Facebook. With the help of different analytical methods like frequency distribution, bi-variate regression and multiple regressions, this essay achieves the goal also providing a number of fruits of thought for Facebook.

The findings in the secondary data are proved by the primary research of this essay. For instance, the secondary data shows that Facebook adopts low promotion expenses strategy among the fierce competition of social networking sites. The primary research indicates that almost everybody belonging to the age group of 21 to 30 uses Facebook. Therefore, Facebook could pursue the promotional strategy of word-of-mouth and low promotion expenses. Furthermore, e-commerce is favored by some users. They are expecting to view and experience the e-shopping provided by Facebook.

The thought-provoking primary research indicates the most important features and the most satisfying features of Facebook. However, the most important and the most satisfying features are different. The features of privacy settings, the wall and picture uploading are top rated amongst the other important features of Facebook. In comparison, event and birthday notifications, the wall and picture uploading receive top ranking in the satisfaction research on Facebook. Thus, Facebook should place more efforts on the most essential but less satisfying feature----privacy setting. Moreover, the privacy settings should be taken into consideration when Facebook maintains or develops any existing and new features. As for the wall and picture uploading, Facebook may consider the speed and user-friendly webpage design. Games stand the lowest in the ranking of both important and satisfactory features of Facebook. From this perspective, Facebook should balance the socially-oriented design and the game-oriented design. They should focus more on the social website facilities.

In conclusion, Facebook should stick to the strategy of stressing on the social facilities, enhancing the existing features and taking bold action to develop new features.

7.3 Limitation

The findings of this study would be very useful for Facebook to maintain customer loyalty and improve their satisfaction in the future. However, there are still some limitations that occurred during the research process such as time and cost constraints and other external factors such as:

There are still some other factors that influence the Facebook users' satisfaction with Facebook but this study covers only main factors that affect the user most.

Due to time constraints, the researchers collected only 52% of total sample population required for statistical analysis. This limitation reduces the validity and accuracy of the results of this research and also affects the conclusion. Because of geographical and cost constraints, the research was carried out in the University of Leeds and mainly in Leeds University Business School to reduce costs and other expenditures. Therefore the majority of the population is students and professors in the University of Leeds. The findings of this study mainly reflect the attitudes of young people who are around 21 to 25 years old and did not gain enough response respondents belonging to other age groups. There are still some errors that occurred because of the respondents misunderstanding the questionnaire. For future research, the value of a marketing research project depends on the quality of total samples being collected. Researchers should answer all respondents' questions in order to avoid misunderstanding and misinterpretation of the questionnaire and increase the reliability of data collected.

The further research can also cover people in different age groups and occupations who use Facebook to make the study more accurate and come up with objective results.

Writing Services

Essay Writing
Service

Find out how the very best essay writing service can help you accomplish more and achieve higher marks today.

Assignment Writing Service

From complicated assignments to tricky tasks, our experts can tackle virtually any question thrown at them.

Dissertation Writing Service

A dissertation (also known as a thesis or research project) is probably the most important piece of work for any student! From full dissertations to individual chapters, we’re on hand to support you.

Coursework Writing Service

Our expert qualified writers can help you get your coursework right first time, every time.

Dissertation Proposal Service

The first step to completing a dissertation is to create a proposal that talks about what you wish to do. Our experts can design suitable methodologies - perfect to help you get started with a dissertation.

Report Writing
Service

Reports for any audience. Perfectly structured, professionally written, and tailored to suit your exact requirements.

Essay Skeleton Answer Service

If you’re just looking for some help to get started on an essay, our outline service provides you with a perfect essay plan.

Marking & Proofreading Service

Not sure if your work is hitting the mark? Struggling to get feedback from your lecturer? Our premium marking service was created just for you - get the feedback you deserve now.

Exam Revision
Service

Exams can be one of the most stressful experiences you’ll ever have! Revision is key, and we’re here to help. With custom created revision notes and exam answers, you’ll never feel underprepared again.