Abstract
ABSTRACT Online group buying has been gaining momentum in Vietnam as a type of online shopping. We develop a causal model to identify determinants to the level of satisfaction with online group buying sites in Vietnam. Adapting scales tested in the previous research on service quality of websites, we measure Vietnamese customers’ perception on efficiency, fulfillment, system availability, privacy, responsiveness, and contact along with price discount, trust, and salience of brand of group buying websites. We find that those websites are low in privacy, trust, and responsiveness. Although online service quality as a whole is a critical factor to customer satisfaction, there is uniqueness in the relation between service quality and customer satisfaction in Vietnamese group buying services. That is, responsiveness and privacy have no significant relationships with satisfaction; contact and fulfillment have the largest impacts. The empirical results suggest that there is a variety of ways for Vietnamese group buying sites to differentiate themselves and enhance customers’ perception on service quality. Keywords customer satisfaction, group buying websites, marketing, online service quality, Vietnam.
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