Customer Satisfaction towards Online Shopping at Electronics Shopping Malls in Vietnam- A Conceptual Model to Enhance Business Success through Efficient Websites and Logistics Services

Abstract

Along with the development of electronic commerce, e-consumers have become more important than ever before, requiring retailing marketers to appeal to this target group. In this study, the authors aim to measure customer satisfaction towards online shopping process and home delivery service, and seek to empirically establish a practical online service model for shopping malls selling electronics devices in Vietnam. The theoretical framework is drawn out, and questionnaire items are designed based on the factors chosen. The data are carried out by using multiple statistical analyses, including exploratory factor analysis, reliability analysis, mean point value, and multiple linear regressions. The regression analysis results show that the most significant factors affecting customer satisfaction towards online shopping activities are product feature satisfaction, tangibility, empathy, effectiveness and understandability. This study provides significant suggestions for Vietnamese mall owners to relieve consumers’ security concerns about online shopping and to raise their belief in the trustworthiness of e-service provided.