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.
Highlights
The internet era largely contributes to the development of electronic commerce since thousands of companies are nowadays formed to sell goods and services over the internet [1]
While internet era assists the development of electronic commerce, the logistics services will take the role of establishing and enhancing brand relationships between business and customers
Multiple regression analysis: under the comparison based on the summary statistics of reliability analysis, it is almost impossible to find out the important role of each factor in forming the overall satisfaction level of the customers
Summary
The internet era largely contributes to the development of electronic commerce since thousands of companies are nowadays formed to sell goods and services over the internet [1]. Logistics service or door-to-door home delivery service is considered as a vital component in improving the convenience of online transactions and the physical distribution of goods [10]. The authors have found that along with the development of e-commerce, it has been extremely raising a competitive market of malls that sell electronics appliances in big cities of Vietnam from the last decade till now. Leading of the electronic markets are popular websites like Media Mart, Nguyen Kim, Thien Hoa, Pico, Cho Lon and HC Of this group, Nguyen Kim has played a decisive role in making e-commerce acceptable and widespread in Vietnam. J Stock Forex Trad 5: 164. doi:10.4172/2168-9458.1000164 some suggestions for the mall owners to improve the operations of researching malls in Vietnam
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