Factors Affecting Gen Z Customers’ Satisfaction with Sales Promotions of Vietnam E-Commerce Platforms
Main Article Content
Abstract
The complicated epidemic situation has made e-commerce platforms grow vigorously because the demand for purchasing on the Internet is increasing day by day. In this paper, the authors aim to determine the factors affecting the satisfaction of Gen Z customers with the promotional programs of e-commerce platforms in Vietnam. Data was collected from 334 Gen Z customers. The analysis results show that there are three factors affecting service quality including security, responsiveness, and payment. Furthermore, these factors have an influence on customer satisfaction as well. Based on the research results, the authors also offer some recommendations for improving the quality of e-commerce platforms and increasing their competitiveness in the current context.
Keywords:
Customer satisfaction, e-commerce, Generation Z, sales promotion.
References
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Alotaibi Khalid, Ook Lee, Minkyong Choi, Jongchang Ahn (2018). Effects of customer satisfaction with e-commerce system. Journal of Theoretical and Applied Information Technology, 96(2), 481-491.
Bitner, M. J. (1990). Evaluating service encounters: the effects of physical surroundings and employee responses. Journal of Marketing, 54(2), 69-82.
Christian Grönroos (1994). From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing. Management Decision, 32(2), 4 – 20
Cui, B. , Yang, K. and Chou, T. (2016). Analyzing the Impact of Price Promotion Strategies on Manufacturer Sales Performance. Journal of Service Science and Management, 9, 182-187
Dabholkar. (1996). A Measure of Service Quality for Retail Stores: Scale Development and Validation. Journal of the Academy of Marketing Science, 24(3), 85-96
Franzak, F., Pitta, D. and Fritsche, S. (2001). Online relationships and the consumer’s right to privacy. Journal of Consumer Marketing, 18(7), 631-642
Fowell, E. &. (2000). Expectations versus reality: A snapshot of consumer experiences with Internet retailing. International Journal of Information Management, 20(5), 323-336
Frei, F. X., Kalakota, R., Leone, A. J., & Marx, L. M. (1999). Process Variation as a Determinant of Bank Performance: Evidence from the Retail Banking Study. Management Science, 45(9), 1210-1220
Giao Ha Nam Khanh (2020). Customer Satisfaction at Tiki.vn E-Commerce Platfor. Journal of Asian Finance, Economics and Business, 7(4), 173 -183.
Gajendra Sharma Wang Lijuan (2015). The effects of online service quality of e-commerce Websites on user satisfaction. The Electronic Library, 33(3), 468 - 485
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2010). Multivariate Data Analysis (7th Edition), Pearson Prentice Hall.
Hanaysha, J. R. (2017). Impact of Social Media Marketing, Price Promotion, and Corporate Social Responsibility on Customer Satisfaction. Jindal Journal of Business Research, 6(2), 132-145
Hise, S. &. (2000). E-Satisfaction: An Initial Examination. Journal of Retailing, 76(3), 309-322
Hoang Trong, Chu Nguyen Mong Ngọc (2008). Analyze data with SPSS. Hong Duc Publishing House, Vietnam
Jillian C.Sweeney, Geoffrey N.Soutar, Lester W.Johnson (1997). Retail service quality and perceived value: A comparison of two models. Journal of Retailing and Consumer Services, 4(1), 39-48
Kotler, P. and G. Armstrong (2004). Principles of Marketing. 10th edition, Prentice Hall, New Jersey: USA
Lijuan, G. S. (2015). The effects of online service quality of e-commerce Websites on user satisfaction. The Electronic Library, 33(3), 468-485
Nisa, T. (2017). What factors determine e-satisfaction and consumer spending in e-commerce retailing?. Journal of Retailing and Consumer Services, 39, 135-144
O’Connor, Stephen J, Hanh Q. Trinh, Richard M. Shewchuk (2000). Perceptual gaps in understanding patient expectations for health care service quality. Health Care Management Review, 25, 7-23.
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Understanding customer expectations of service. Sloan Management Review, 32(3), 39-48.
Parasuraman. (1985). A Conceptual Model of Service Quality and Its Implications for Future. Journal of Marketing, 49(4), 41-50
Parasuraman, A., Zeithaml, V., & Berry, L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49, 41-50.
Parasuraman. (1988). SERVQUAL: A multiple- Item Scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40
Paulo Rita, T. O. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon Journal, 5(10), https://doi.org/10.1016/j.heliyon.2019.e02690
Nguyen Ngoc Mai (2019). Assessment of personal customers in Long Bien district about service quality of website Sendo.vn. Vietnam Journal of Agricultural Science, 17(10), 835 - 846
Statista (2020). Leading Active Social Media Platforms among Internet Users in Vietnam as of 3rd Quarter of 2019.
Stiakakis, E., &Georgiadis, C. K. (2009). E-service Quality: Comparing the Perceptions of Providers and Customers. Managing Service Quality. An International Journal, 19(4), 410-430.
Vietnam Commercial Law (2005).
Vietnam E-commerce Association (2022). Vietnam e-business index 2022.
WTO (1998). Work programme on electronic commerce.
Worldbank (2022). Data report.
X Guo, KC Ling, M Liu (2012). Evaluating Factors Influencing Consumer Satisfaction towards Online Shopping in China. Asian Social Science, 8(13),
40-50.
Xia Liu, M. H. (2008, 10). An empirical study of online shopping customer satisfaction in China: a holistic perspective. International Journal of Retail & Distribution Management, 36(11), 919-940.
Yang, Z., & Fang, X. (2004). Online Service Quality Dimensions and Their Relationships with Satisfaction: A Content Analysis of Customer Reviews of Securities Brokerage Services. International Journal of Service Industry Management, 15(3), 302-326.