Customer Satisfaction at Tiki.vn E-Commerce Platform
Journal of Asian Finance, Economics and Business Vol 7 No 4 (2020) 173 -183
11 Pages Posted: 24 Oct 2020
Date Written: April 5, 2020
Abstract
This study has four specific objectives: (1) Identifying factors that affect customer satisfaction on online service quality at Tiki.vn, (2) Measuring the level of impact of the factors, (3) Testing the difference in satisfaction among groups of customers with different characteristics in terms of gender, age, income, academic level, occupation , (4) Proposing some managerial implications to improve the quality of online services by interviewing directly and online 200 individual customers who have shopped at Tiki.vn E-commerce platform for at least the last 6 months, using the convenient sampling method. SPSS 20 was used to analyze the reliability of the scale through the Cronbach's alpha coefficient, Exploratory factor analysis, Linear regression analysis. Results of the tested model identifies four factors that influence positively on customer satisfaction for the quality of online services in Tiki.vn E-commerce platform in the order of descending strength: (1) Trust, (2) Customer service, (3) Web design and (4) Safety. In addition, the results show no difference in customer satisfaction according to different academic levels, but in terms of occupation and income , gender, age. From there, some managerial implications are proposed for management to improve the quality of online shopping services at Tiki.vn.
Keywords: Online Shopping, Customer Satisfaction, Tiki, E-commerce Platform. Vietnam
JEL Classification: B16, M10, M31
Suggested Citation: Suggested Citation