Home> Archive> 2021> Volume 11 Number 1 ( Feb. 2021)
IJSSH 2021 Vol.11(1): 5-8 ISSN: 2010-3646
doi: 10.18178/ijssh.2021.V11.1028

The Mediating Role of Customer Experience on the Relationship between Online Shopping Determinants and Customer Satisfaction in Vietnam

Anh Tuan Pham and Khashayar Yazdani

Abstract—The negative impacts of COVID-19 to every aspects of social-economic structure lead to the retail industry’s changes by shifting from traditional way to online shopping. Although Vietnam is potential market of e-commerce, there are still lots of barriers of online shopping to customer behaviour, especially how to improve the customer experience in purchasing process. Therefore, this paper analyses the mediating role of customer experience on the relationship between online shopping determinants such as: payment barrier, bad complaint resolve, slow delivery process, poor product quality, technical problem, and customer satisfaction in Vietnam. The online survey is conducted according to the related theories, relevant empirical evidence, and pilot study to collect reliable data from 360-400 respondents in Ho Chi Minh city and Ha Noi city. Some quantitative data analysis techniques are proposed and used in this study, including descriptive statistics, reliability, explanatory factor analysis, variance analysis, Pearson correlation analysis, confirmatory factor analysis, and structural equation modeling. For using them, the researcher expects that all factors have significant and negative effect on customer satisfaction through customer experience. By developing one of the first research attempt on pre-normal phase of COVID-19 pandemic, the researchers believes the marketers and top managers at e-commerce companies in Vietnam to have sufficient information about how their customers’ experience with online shopping platforms and related services.

Index Terms—Online shopping, barrier, customer experience, customer satisfaction, Vietnam, COVID-19.

Anh Tuan Pham and Khashayar Yazdani are with Malaysia University of Science and Technology, Malaysia (e-mail: anh.tuan@phd.must.edu.my, khashayar@must.edu.my).

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Cite: Anh Tuan Pham and Khashayar Yazdani, "The Mediating Role of Customer Experience on the Relationship between Online Shopping Determinants and Customer Satisfaction in Vietnam," International Journal of Social Science and Humanity vol. 11, no. 1, pp. 1028, 2021.

Copyright © 2021 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).
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