Abstract
The aim of this study is to explore the impact of e-service quality dimensions on satisfaction and trust of generation Z customers at the e-commerce businesses in Vietnam – an emerging economy in Southeast Asia. Data from the online survey of 428 Vietnamese online customers were used to test the research model using PLS-SEM analysis techniques. The study results show that the four dimensions of the E-S-QUAL scale contain efficiency, system availability, fulfilment, and privacy and two dimensions of the E-RecS-QUAL scale include responsiveness, compensation has a positive impact on customer satisfaction, except that the “contact” dimension does not find any link to customer satisfaction. In addition, the study results also revealed that customer satisfaction has a positive effect on their trust in the online shopping. The findings of this study are useful for helping managers of e-commerce businesses in Vietnam improve customer satisfaction and upgrade their trust in online shopping through dimensions of e-service quality.
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