Factors influencing customers’ satisfaction in Vietnam
Nguyen, Le Hai (2018)
Nguyen, Le Hai
Seinäjoen ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018121521727
https://urn.fi/URN:NBN:fi:amk-2018121521727
Tiivistelmä
The objective of the thesis was to introduce insights into how consumers make purchase decisions between different retailers. It includes an analysis of Sendo.vn, one of the leading e-commerce platforms in Vietnam. By providing an analysis of elements influencing customers’ satisfaction, Sendo.vn’s advantages were identified. In addition, the company’s discouraging factors, which should be eliminated for better performance, were discovered.
In order to achieve the stated aims, a quantitative approach was adopted through the use of a survey including 27 questions, conducted in July 2018 among targeted customers aged from under 18 to over 40 years, in order to enhance Sendo.vn’s current services. The objectives were to identify the key factors influencing customers’ buying satisfaction.
The thesis includes two primary parts, a theoretical framework, and an empirical study. The first one focuses on introducing the definition of e-commerce, followed by an overview of e-commerce in Vietnam. In addition, customer behavior and its key factors are dealt with. The second part consists of the analysis of the survey.
In conclusion, e-commerce customers play two roles: they are both online users and traditional consumers. Therefore, apart from online-related aspects, common factors, such as price, still have effects on customers’ satisfaction, especially in a price-driven market like Vietnam.
In order to achieve the stated aims, a quantitative approach was adopted through the use of a survey including 27 questions, conducted in July 2018 among targeted customers aged from under 18 to over 40 years, in order to enhance Sendo.vn’s current services. The objectives were to identify the key factors influencing customers’ buying satisfaction.
The thesis includes two primary parts, a theoretical framework, and an empirical study. The first one focuses on introducing the definition of e-commerce, followed by an overview of e-commerce in Vietnam. In addition, customer behavior and its key factors are dealt with. The second part consists of the analysis of the survey.
In conclusion, e-commerce customers play two roles: they are both online users and traditional consumers. Therefore, apart from online-related aspects, common factors, such as price, still have effects on customers’ satisfaction, especially in a price-driven market like Vietnam.