The findings show that delivery service quality and staff servicequality have favorable effects on customer satisfaction, while communication servicequality and after-sales service quali
INTRODUCTION
Research Background
Vietnam is becoming a land of opportunity for multinational E-commerce enterprises because the internet and smartphone are growing more prevalent in its young population with high penetration rate According to the Vietnam E-commerce Association (VECOM), the growth rate of e-commerce reached around 25% in 2017 and this rate may remain unchanged in the next three years This has a direct impact on habits and behaviors of the majority of consumers, particularly those who are busy, have chosen to use the online purchasing service from e-retailers The percentage of Internet users that do their shopping online is 62%, which was reported by the Ministry of Industry and Trade's Vietnam E-Commerce and Information Technology Agency (VECITA) This information demonstrated that the e-commerce market in Vietnam is attractive and has a lot of land for growth.
Vietnamese businesses in the competitive e-commerce market go to tremendous measures to increase website visitors Improved brand recognition and improved conversion rates result from more website visitors, and these factors (including logistics service) ultimately increase revenues E-commerce logistics services make it easier to deliver goods and communicate information about consumer orders in real- time These services assist the flow of products through the transaction cycle, from order to check-out, communication, packing, delivery, payment tracking, staff services and after-sales services The substantial expenditures in e-commerce logistics are anticipated to accelerate the industry's expansion There are many studies about logistics sector There are about 425 businesses providing delivery services in Hanoi, in which, Vietnam Post Corporation (Vietnam Post) is hired by 61% of online sales units; followed by Viettel Post Company (Viettel Post) with the rate of 25%(according Vietnam logistics report 2019) Although certain successes have been achieved, the quality of logistics services at express delivery enterprises still has some shortcomings and limitations In addition, scholars have recently focused more on the evolution of e-commerce and provided numerous valuable results for society Despite its rapid growth, Vietnam's e-commerce business still confronts challenges Some main obstacles can be mentioned including: poor product quality, shipping services are weak, online payment professionalism is lacking, as is data confidentiality, hard to order online and so on (Giao, 2020) The majority of these challenges have led in a great deal of difficulty for the e-commerce field and for these type companies, such as Lazada, Tiki, Shopee, Sendo , because they haven't gained a high level of client's trust and satisfaction, which has resulted in a lack of growth As a result, research into customer satisfaction with the quality of online services is critical.
Consumer satisfaction is a subjective assessment of any result or experience related with the buying of goods by a customer (Westbrook, 1980) Client satisfaction typically leads to good effects for e-commerce enterprises (Zeithaml, 2000), for example higher revenue, increased customer retention, and excellent word of mouth. Furthermore, Bhattacherjee (2001) debated that consumer satisfaction in B2C e- commerce is more difficult than in traditional shopping because clients are more becoming more discerning, have the knowledge they require to make their own judgments, and expect their non-purchase must be met right away, flawlessly, and with no cost In this field, it is vital for e-commerce companies to know consumer needs and recognize the elements that influence customer satisfaction.
Flow of information, flow of capital, and commercial flow is all easy in e-commerce, thanks to high-efficiency and fast information interaction technology, whereas offline logistics should be managed One of the most important supporting platforms, the logistics platform not only serves as the final connection in e-commerce operations, but it also plays a crucial part in their outcome Through collaboration with professional logistics providers, ecommerce enterprises and shop owners supply clients with crucial logistical services, and that is the only way for networking businesses to effectively touch customers Consumer perception and behaviors are significantly influenced by this opportunity
In fact, consumers have not shown a high degree of trust and contentment with e- commerce and e-retailer business because the quality of logistics services and the massive network purchasing amount does not correspond The shopping experience of customers has been significantly impacted by the primary barriers in logistical services Exploring whether components of logistics services have a substantial impact on consumer pleasure is useful since it can aid in improving logistics service quality and promoting ecommerce growth There has been an increase in interest among academics in studying the development of e-commerce, although studies like Kussusanti, Tjiptoherijanto, Halim & Furinto (2019) and He & Wang (2019) did not focus on client pleasure or have a Vietnamese focus (Giao, 2020) Numerous studies have investigated service quality issues, although they have primarily concentrated on the online and logistics aspects In addition, Vietnamese context has been the subject of few studies examining the relationship between the logistics aspects of e-commerce and customer satisfaction Therefore, the aim of this study is to focus on customer satisfaction about the quality of logistics services in the e-commerce field in Vietnam.
Research Objective
Currently, very few studies in Vietnam have examined the connection between the quality of e-commerce logistics and customer pleasure So, the purpose of this study is to provide a contribution to empirical research on the topic of identifying key elements, including demographics elements, for customer satisfaction.
This study focuses on investigating the two following targets:
+ To examine how the quality of communication service, delivery service, after-sales service, and staff service affect customer satisfaction in the e-commerce field.
+ To examine the influence of different demographic factors on the connection between the quality of logistical services and the level of satisfaction experienced by customers.
The purpose of this research is to examine the impact of logistics service quality on the level of customer satisfaction in the e-commerce sector in Vietnam The study also is to answer a pertinent research question: Which factors have significant impact on customer satisfaction in terms of logistics service quality on e-commerce activities inVietnamese settings.
Research Scope
Because of limitations in terms of survey scale, only online customers who are purchasing products through app or website that will conduct survey Besides, during the covid pandemic there were several lockdowns between cities in the whole nation, so that people and vehicles (including trucks, bus, trains, airplane and so on) could not operate as usual To meet the basic requirement from customers at that time, e- commerce companies, e-retailers and shippers had to arrange resources to ensure health safety, commodities, time delivery and respond quickly with each situation. Therefore, the study will investigate customer satisfaction with the logistics service quality in e-commerce field in the Vietnam context
+ The study's subject will be the online customers who have experienced purchasing items from e-commerce providers and e-retailers in Vietnam
+ The scope of this paper: The paper will be performed in the Vietnamese e- commerce sector to examine which factors of logistical services have significant impact on client pleasure
Vietnam e-commerce is growing rapidly so people of all ages and backgrounds are welcome to take part in this study Vietnam is considered as a potential destination or a promising land for investors in the next coming year, which will lead to create more jobs, increase salary and higher education for million youngsters at golden ages, who prefer to purchase online and require high quality of service This research is performed around 7 months, from October 2021 to May 2022 The period of collecting data from May 10th, 2022 to May 20th, 2022.
Structure of research
This study is divided into five chapters, which are described in further detail below:
The purpose of this chapter is to provide background information on the theoretical and practical issues that motivated the investigation.
LITERATURE REVIEW
Ecommerce and e-retailer
E-commerce on the Internet entails a wide range of pre- and post-sales activities, such as promoting, preserving business relationships, and improving business communication, in addition to merely buying and selling electronically (Zwass, 1996). According to Ranganathan & Ganapathy (2002), one of many e-commerce models, business-to-consumer electronic commerce (e-retailer), is an efficient way for businesses and their customers to conduct online transactions using Internet-based technologies The rise of e-retailer activity has necessitated a better understanding of how and why people purchase online So, e-retailer can improve consumer satisfaction by offering a variety of benefits such as ease, personalized information, a wide range of product information (Verhoef & Langerak, 2001; Park & Kim, 2003), as well as a high level of service quality and excellent logistics service
In e-commerce transactions, the significance of trust between buyers and unknown suppliers has been confirmed by empirical study (Hoffman, Novak & Kalsbeek, 1999; Shankar, Sultan & Urban, 2002) Because online trust is such a crucial aspect of e- commerce and shop owners, hence it is linked to their success E-commerce merchants and consumers may have differing perspectives on the role of assurance procedures. Therefore, understanding customer's needs, guaranteeing good service quality, responding quickly and solving issues effectively will lead to the success of e-retailers.
The definition of e-commerce following the Decree 52/2013/ND-CP (Vietnam) that is:
“E-commerce involves conducting part or all of a commercial transaction via theInternet, a mobile network, or another open network” With a compound annual growth rate (CAGR) of 32.3% from 2013-2017, Vietnam now has one of the fastest growing business-to-consumer (B2C) e-commerce sectors in Southeast Asia This growth rate translates to a market size of 5.5 billion euros in 2017 It is anticipated that the E-commerce market in Vietnam will keep expanding at a high pace, achieving a compound annual growth rate (CAGR) of 14% between 2017 and 20f, and eventually making up 5.2% of the country's total retail sales Despite E-relatively commerce's low market share, Vietnam's shift from traditional to online shopping seems inevitable,given the country's young (i.e., Millennials, born between 1981 and 1996; andGeneration Z, born between 1997 and 2010), tech-savvy population and widespread use of smartphones A great number of businesses, both domestic and foreign, are well aware of the possibility presented here, and as a result, they have made large investments in order to obtain the first-mover advantage.
Service quality and logistics service quality
Since Grửnroos (1982) developed the notion of service quality, it has grown in importance as a research issue in the literature on marketing The quality of the service provided is an essential component of the way customers perceive a company (Takeuchi and Quelch, 1983) The clients evaluate the characteristics of quality service based on how well those characteristics match up to their expectations and how well the service really performs (Lewis and Booms, 1983; Parasuraman et al., 1985, 1988; Gronroos, 1987; Mackay and Crompton, 1990) Furthermore, a conceptual model known as the GAP model that was proposed by Parasuraman et al (1985) and improved in their future efforts has mainly motivated research on service quality (Parasuraman et al., 1988, 1991) Generally, "a comparison of consumer expectations with actual service performance" can be used to determine service quality (Parasuraman et al., 1985, p 42) In addition, the goal of providing high-quality service is to ensure that customers are happy with the assistance they receive, so that they will have a constructive outlook on those services (Ostrowski et al., 1993) When it comes to attracting more customers, a service provider should place a primary emphasis on the quality of the service they give (Backman and Veldkamp, 1995).
Overall customer appraisals and opinions of the quality of online service delivery in the internet shopping context are referred to as service quality (Santos, 2003) In terms of online consumers, e-service quality has become a critical factor For online providers, e-service quality can serve as a differentiator and encourage customers to shop online Furthermore, past research on online buying has demonstrated that the quality of an e-service has an impact on consumer satisfaction and, as a result,indirectly promotes customer loyalty (Jain & Sareen 2015; Ludin & Cheng, 2014).
Therefore, e-service quality is widely acknowledged as having a significant impact on customer satisfaction and online clients' purchase intentions.
Logistics services, that is defined by FIATA in 2004, is type of services relating to the carriage (performed by multimodal transport or single-mode), in relation to consolidating, transporting, managing, packaging, or distributing goods, or supplementary and consulting services, including but not limited to customs and fiscal matters, officially declared the goods, provision of goods insurance, and processing or acquisition of payment or goods documentations In the online buying environment, logistics services are inextricably linked to customers Customers' post-purchase evaluations reveal how important logistics service quality is to them According to studies, the quality of service has a significant impact on customer satisfaction. Logistics service and quality, as one of the most crucial linkages in online buying, have a favorable impact on consumer satisfaction As a result, providing thorough, punctual, and dependable logistics services can effectively boost customer satisfaction.
On the basis of the duration and procedure of logistics services, Mentzer and his team developed an LSQ model in their study in 1999 and 2001 as the following figure with nine dimensions (personnel contact quality, order release quantities, information quality, ordering procedures, order accuracy, order condition, order quality, timeliness, and order discrepancy handling):
Figure 2.1: Hypothesized Model of LSQ as a Process
Sources: Logistics service quality as a segment-customized process, Mentzer et al, 2001
This model was developed to investigate the link between the quality of logistics services in several aspects and examine how each one affects customer satisfaction in various market segments Following studying logistics services after online transactions, BianWenliang et al concluded that consumer pleasure was significantly influenced by perceptions of logistics service aspects, indicating that enhancing logistical quality of service is critical for B2C online shops to acquire market share.
Although findings from the 1970s show that logistical service quality is hard to quantify, especially in the online purchasing context In the business-to-customer sector, the availability of product, delivery time, and the quality of delivery are three B2C characteristics that can be used to evaluate the physical distribution service's quality of supply chain (PDSQ, Mentzer et al., 1989) Third-party logistics (3PL) providers play an important role in e-commerce because they can either deliver the items themselves or outsource it to companies that specialize in this type of service (Semeijn et al., 2005) Inadequate research on logistics' contribution to online shopping and the success of e-retailers chain has led to a lack of appreciation for its significance and functions (Semeijn et al., 2005; Xing et al., 2011) In addition to the basic three pillars of existence, timing, and condition, an e-PDSQ evaluation form includes return goods to evaluate how the e-retailers handles broken, unsuitable, or defective products (Xing & Grant, 2006; Xing et al., 2011) If e-retailers are able to verify the timeliness and comprehensiveness of after-sales approaches to address these issues, this can aid online customers with better experience and increase their level of contentment.
In contrast, there are three result pillars to consider when evaluating PDSQ for B2B purposes: existence, timing, and condition (Bienstock et al., 1997) The PDSQ framework was expanded by Mentzer et al (1999), who included numerous new elements to address the ordering and receiving processes Mentzer et al (2001) used a
US organization called DLA to further develop and evaluate the level of quality offered by their logistics service scales Mentzer et al (2001) developed a paradigm of service quality, which Collier and Bienstock (2006) used to develop a paradigm of e- service quality Instruments for measuring logistics service quality developed by Mentzer et al (2001), which were examined by Rafiq and Jaafar (2007) in the context of the UK 3PL business, and the instruments were determined to be valid and reliable.
There have been numerous studies on the subject of logistics service quality looking at the connection between various quality components and how satisfied customers are with such services Many scholars have emphasized the favorable outcome of logistical service quality on consumer pleasure, recommending that enterprises should adapt their logistical services to the needs of diverse client segments (Mentzer et al.,
2001) Customer pleasure is clearly, positively, and significantly influenced by the quality of logistics services (timing, personnel, information, and order quality),according to Saura et al (2008) Furthermore, Bienstock and Royne (2010) discovered that the quality of logistics services is a major influence in industrial clients' satisfaction with this type of service Communication has been introduced as the fourth factor to emphasize the significance of order status information in the process of elevating the quality of service (Emerson & Grimm, 1996) Personal interaction quality, for instance, has a beneficial impact on customer pleasure and buying habits(Bode et al., 2011) As a result, the quality of the personnel contact that is had with customers is an essential component of the employee–customer interface (Hartline &Ferrell 1996; Hartline et al 2000), and the perceptions of service quality are more closely related to the service procedure, which requires interpersonal contact, than the end result of the service (Surprenant & Solomon, 1987) Several studies showed that the good quality of staff service can aid clients with information that is both accurate and up to date Consistent training for all employees could improve their manners,etiquette, and ability to communicate (Krishna Naik et al., 2010).
Customer satisfaction
There are many definitions of customer satisfaction Customer satisfaction was described by Chang et al (2009) as the customer's psychological reaction to his or her previous experience with the comparison of expected and perceived performance.Satisfaction is defined as a person's feeling of fulfillment as a result of weighing the benefits of the product against his or her aspirations (Kotler & Amstrong, 2004) The provision of quality service to clients is essential to the successful operation of any business (Denizci and Li, 2009; Morgan et al., 2005) Providing satisfied customers is the result of providing good service to customers Besides, the level of satisfaction experienced by one's clientele is an essential factor in the overall quality assessment (Grigoroudis and Siskos, 2010) The degree to which an organization satisfies its clients is one of the factors that determines its level of success (Luo and Homburg,
2007), as well as being a factor in the evaluation (Morgan et al., 2005) of the company's competitiveness Additionally, the degree to which customers are pleased has a beneficial effect not only on the rate of return on investments, the return on assets (Zeithaml, 2000; Rust et al., 2002), but also the net profit (Manafi et al., 2011). When compared to the expense of maintaining and supporting an existing client base, the process of acquiring new customers is five times more expensive (Kotler et al,
2016) A customer's level of satisfaction with goods or services is measured by their emotional response to their experience with it, according to Bachelet (1995). Moreover, consumer satisfaction is the response of customers to their aspirations being satisfied (Oliver (1997) Therefore, satisfaction refers to a client's contentment with goods or services that meets their requirements, encompassing both above and below the ideal degree of satisfaction (Giao, 2018; Giao, Vinh & Hoai, 2019).
Zeithaml et al., 1996; Olorunniwo et al., 2006; Kitapci et al., 2013) did numerous studies on the relationship between service quality, customer satisfaction, and customer loyalty Delivering high-quality service promotes organizational branding and offers exceptional customer experiences (Parasuraman et al., 1988), and according to some studies, perceived service quality either has a positive impact on or is a predictor of customer pleasure (Lee et al., 2000 Tam, 2004; Pan et al., 2010). Additionally, customer pleasure has been proven in numerous studies to have direct effects, and possibly indirect ones as well, on the loyalty of clients (and consequently intentions of client's behavior), such as repurchase intent and recommendations through word-of-mouth (Zeithaml et al., 1996; Cronin et al., 2000; Ladhari, 2009); positive behavior, in fact, has a significant effect on profits (Zeithaml et al., 1996, 2000; Cronin et al., 2000; Ladhari, 2000) The criteria of service quality in the traditional business setting (such as cleanliness and comfort) are no longer applicable in the e-commerce scenario (Cox & Dale, 2001); therefore, more studies on the predictors of service quality in the context of e-commerce and e-retailer setting is required Many studies have looked into service quality problems, but many have focused on the online (Santos, 2003) and logistics (Mentzer et al., 1989) experiences of clients independently Nonetheless, a limited number of studies have looked at the connection between the various aspects of logistics service quality and client pleasure from the customer's perspective This research intended to bridge the gap and investigate from the customer's perspective in the following sections.
Demographics in Vietnam and Covid pandemic
Vietnam is currently ranked 15th in terms of total population and is one of the world's highest population densities because in the decades of the 1960s and 1970s saw a significant rise in Vietnam's overall population Despite the fact that more than half of Vietnamese citizens were under 35 years old in that year, the country's population is rapidly aging However, the population does not appear to be spread out uniformly across the nation Economic activities such as farming and fishing have historically contributed to a high population density in both the Red and Mekong river deltas.
Due to the country's cultural preference for men, Vietnam has one of the most skewed gender ratios among Asian countries (according to Vietnam online) When looking at the population pyramid of Vietnam in the year 2020, it is easy to see that the bottom bars, which represent the group of toddlers, have a significantly higher proportion of males than females In general, despite the fact that Vietnam is reaping enormous benefits as a direct result of the golden structure population, there are obstacles that need to be surmounted in Vietnam is making an effort to broaden its educational system in light of the country's currently robust GDP growth rate The estimated percentage of the national budget allocated to education in 2012 was 6.3% The primary objective of education is "enhancing people's general knowledge, training quality human resources, cultivating and fostering talent "the relatively near future in order to guarantee the country's continued sustainable growth Vietnamese business has benefited from its youthful workforce In the year 1999, there were 34% of people in the population who were between the ages of 5 and 19 (according McKinsey's report) Because of this, 12 million people entered the workforce in the following decade Around a third of the country's growth occurred as a result of the labor force expanding at a 2.8% annual rate from 2000 to 2010 Recent years have seen a robust increase in the proportion of the population that is of working age, which has been a contributing factor in Vietnam's ability to more than double its GDP per capita.
As incomes increase, living standards increase, people's shopping needs will change.
In 2018, CBRE carried out a survey of 1,000 people in Hanoi and Ho Chi Minh that 25 percent of shoppers intend to cut back on in-person purchases in the future 45-50% stated they would purchase online more with a PC, laptop, smartphone, or tablet. Recent studies have shown that in metropolitan areas, people with higher incomes are more likely to make purchases online and do so more frequently Actually, those between the ages of 23 and 39 make up the largest demographic of online buyers, likely due to their busy schedules Because of this discovery, businesses may more easily target Vietnam's growing middle class with high-end offerings as incomes rise.
In the context of online business in Vietnam, trust is an extremely important factor. Because the e-commerce business is not yet fully matured, customers have concerns regarding the products' quality as well as the dependability of the service According to a study conducted by iPrice and Trusted Company, which analyzed 30,000 customer evaluations from across 5,000 websites in Vietnam, Malaysia, Singapore, Indonesia, and the Philippines, Vietnamese customers have the lowest degree of trust among consumers worldwide; as a result, Vietnamese customers spend less money shopping online than customers from other countries E-commerce companies must ensure they are obtaining high-quality products and developing robust data protection practices to safeguard their clients in light of this vulnerability and to satisfy their customers.
There is no economic crisis posed by the COVID-19 pandemic; it is a health crisis with economic implications only As we have seen, the most significant danger to the economy is the failure to contain the virus The Vietnam government should need to take the lead in bolstering domestic demand through strategic public investment,concentrating on projects that contribute to rapid productivity growth, environmental sustainability, and the achievement of the Sustainable Development Goals (SDGs), in order to address this situation and create the conditions for the possibility of economic recovery It will be necessary for the government to provide direct assistance to certain industries, such as the transportation and hospitality industries, in order to put these fields in a position where they can resume growing once the appropriate conditions have been met At the height of the pandemic, the healthcare services field experienced the greatest rate of expansion Next, a positive growth rate in internal wholesale and retail and trade was recorded despite the presence of the covid pandemic due in part to the contribution of online commerce.
RESEARCH METHODOLOGY
Research Methodology
The conceptual model and measuring scales were developed primarily through a literature review The information was gathered via an online questionnaire that was created in English and then translated into Vietnamese in the research The acquired data was analyzed by quantitative method, using the software IBM SPSS StatisticsSubscription Trial Version 26.
Measurement Scale
An extensive literature review was performed to create the instruments used to measure service quality and customer satisfaction, which was created in a questionnaire (Table 3.1) The questionnaire was divided into two sections Firstly, there were 22 questions in the first section of the inquiry into customers' perceptions of logistics service quality, which included communication service quality, delivery service quality, after-sales service quality, and staff service quality Secondly, customer satisfaction with the e-retailers was measured using the three questions proposed by Devaraj et al (2002): "The online retailer’s information content meets my needs", "It is possible for me to buy the product from the e-retailer", and "Overall, I am satisfied with this online experience" All construct questions were scored on a five-point Likert scale, with responses ranging from 1 strongly disagree to 5 strongly agree.
Table 3.1 Measurement items for Questionnaire
CO1 The e-commerce platform that I use rapidly replies to consumer inquiries (Tiki, Shopee…)
CO2 The e-retailer that I use rapidly replies to consumer inquiries.
(shop owner, seller…) CO3 The e-commerce platform that I use communicates online with customers
CO4 The e-retailer that I use communicates online with customers.
DE1 The e-retailer that I use delivers products at the appointed time.
DE2 Shipper delivers products at the appointed time.
DE3 The e-retailer that I use delivers the correct commodities. DE4 Shipper delivers the correct commodities.
DE5 The e-retailer that I use delivers intact products.
DE6 Shipper delivers intact products DE7 The e-retailer that I use packed products properly and intact. After-sales service quality
AS1 The e-commerce platform that I use has changing or refunding service.
AS2 The e-retailer that I use has changing or refunding service.
AS3 The e-commerce platform that I use creates convenience in changing or refunding.
AS4 The e-retailer that I use creates convenience in changing or refunding.
AS5 The e-commerce platform that I use quick responses in changing or refunding.
AS6 The e-retailer that I use quick responses in changing or refunding.
SS1 The e-commerce platform that I use has amiable calls.
SS2 The e-retailer that I use has amiable calls.
SS3 Shipper has amiable calls.
SS4 Shipper contacts customers to deliver products and solve problems related to signing to receiving.
SS5 Shippers have good delivery methods.
CSR1 The service from e-retailer meets my needsCSR2 It is possible for me to buy the product from an e-retailer.CSR3 Overall, I am satisfied with this online experience.
DATA ANALYSIS
Description Analysis
This study looked into online customers' perceptions of logistical service quality and their satisfaction with e-retailers The survey employed a simple random sampling procedure, selecting 140 online customers at random from various ages, careers, gender, income levels and education levels, ensuring that respondents were not centralized 140 survey samples, all participants are Vietnamese citizens, were included in the study after online interviews Table 4.1 and Table 4.2 indicate the statistics for the sample
The variables communication service quality, delivery service quality, after-sales service quality, staff service quality, and customer satisfaction are going to make an appearance within the parameters of the research Following the completion of the data collection, the descriptive analysis table will aggregate and formulate the variables' indexes To make the analysis process simpler to follow, the research has coded all relevant variables The relevant codes are shown in Table 4.3:
After-sales service quality AS
In the following section, I will concentrate on examining each variable's descriptive statistics, see Table 4.4:
Table 4.4 Descriptive statistics consists of 140 samples
N Minimum Maximum Mean Median Std Deviation
Measurements for the research's constructs, all the numbers in Table 4.4, show that the means of all items are greater than 3, and standard deviation changes between 0.963 and 1.140 In particular with regard to each measured aspect of the construct is explained as below:
+ The highest mean of communication service quality is 3.68 (CO3) and standard deviation is 1.140, while the lowest mean is 3.48 (CO2) and standard deviation is 1.049.
+ The results show that the quality of delivery service is comparatively high: the highest mean is 3.79 (DE6) and standard deviation is 0.965, whereas the lowest mean is 3.56 (DE1) and standard deviation is 1.061.
+ In terms of after-sales service quality, the highest mean is 3.72 (AS1) and standard deviation is 1.004, while the lowest mean is 3.34 (AS6) and standard deviation is 0.994.
+ Regarding staff service quality, the highest mean is 3.73 (SS5) and standard deviation is 1.038, whilst the lowest mean is 3.64 (SS2) and standard deviation is 0.969.
+ The highest mean of customer satisfaction is 3.72 (CSR3) and standard deviation is 1.018, and the lowest mean is 3.62 (CSR1) and standard deviation is0.963.
Testing Scale Reliability
The consistency and stability of the data collected by the questionnaire is referred to as reliability Cronbach's Alpha is the most commonly used reliability coefficient nowadays, and its subscale value should be greater than 0.7 SPSS26 was used to examine the data's dependability in this study Each factor's value was more than 0.7 (as shown in the table 4.5) that means all values indicated that the scale was trustworthy.
Table 4.5 Cronbach's Alpha coefficient of the variable
No Scale Symbol No of observed variables Cronbach’s Alpha
The construction validity of the questionnaire was investigated using the factor analysis method with the result of KMO and Bartlett's test was 0.960 for independent variables, and 0.745 for variable dependent (Table 4.6) The KMO result was higher than 0.5 and Sig was 000, hence there was correlation between variables and the use of factor analysis to analyze the scale was appropriate Besides, the total variance explained was greater than 1, that means the scale has good results.
Table 4.6 KMO and Bartlett’s Test of Independent Variables Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0.960 Bartlett’s Test of
KMO and Bartlett’s Test of Dependent Variables Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0.745
Correlation and Regression Analysis
The correlation coefficient between average parameters of logistics service quality and customer satisfaction was calculated by using the software SPSS26 and the Pearson product moment correlation analysis method, and the degree of association between components was assessed The result showed in Table 4.7
COtb DEtb AStb SStb CSRtb
The test of r-correlation coefficient demonstrates that the outcome in Table 4.7 with a meaning-level of 0.01 (reliability 99 percent) and 0.05 (reliability 95 percent) of all four factors of the independent variable scale have a strong correlation to customer satisfaction, which means that they can be put into regression analysis.
From the correlation analysis table, it is clear that there are substantial positive links between delivery service quality and staff service quality with customer satisfaction, with the result of 2 sets of numbers (Pearson correlation = 0.908, sig = 0.000 < 0.01) and (pearson correlation = 0.900, sig = 0.000 < 0.01) respectively Hence, customers were more interested in these two dimensions Besides, there are two lower correlations that are communication service quality (Pearson correlation = 0.859, sig 0.000 < 0.01) and after-sales service quality (Pearson correlation = 0.830, sig = 0.000
< 0.01), and they are all positively correlated Therefore, all logistic service factors have a positive correlation with customer satisfaction depending on the level of each dimension, and the hypothesized predictors of customer satisfaction (H1, H2, H3, H4) were found to be significant in the proposed directions
According to Table 4.8, the corrected R2 value is 0.866, which indicates that 86.6 percent of the variation in CStb can be explained by the fluctuation in the values of four independent variables: COtb, DEtb, AStb, and SStb There was no association between the residuals, as shown by the Durbin – Watson d = 2.323 (1< d< 3) The significance level of the F value, which is 224.936, is quite low (Sig = 0.000 0.05) In contrast,
+ Delivery service quality (DEtb) (Beta = 0.449, Sig < 0.05) has the highest significant positive relationship with customer pleasure.
+ After-sale service quality (AStb) (Beta = 0.151, Sig < 0.05) has the lowest significant positive relationship with customer satisfaction.
+ Staff service quality (SStb) (Beta= 0.315, Sig < 0.05) has a significant positive relationship with customer pleasure.
In addition, there is no evidence of multicollinearity because each of these independent variables has a variance inflation factor (VIF) of less than 10, indicating that the phenomenon did not take place
According to the findings presented above, the author found that a regression model which is standardized for analyzing the link between independent and dependent variables as below:
Customer Satisfaction = 0.096 + 0.447*DEtb + 0.157*AStb + 0.322*SStb
Since we can see that β1 (0.447) > β3 (0.322) > β2 (0.157), this means that the factors that affect customer satisfaction are listed in descending order: DEtb > SStb > AStb.
DISCUSSION AND CONCLUSION
Discussion
In the field of e-commerce, the purpose of this study is to investigate the quality of logistic services and how those services affect customer satisfaction in Vietnam The findings indicate that the aspects of delivery and staff service have the greatest impact on the level of customer satisfaction, whereas the communication and after-sale factors have not significant impact When compared to the findings of Wei Hua and Zhou Jing (China, 2015), the results of three logistic service quality factors have positive impact on customer satisfaction, except communication element (has not significant impact); with survey was performed in only university area (for youths) However, the demographic characteristics (for both youngsters and adults) differ, with significant disparities about gender, age, occupation, income, and education level in Vietnam context during and after covid pandemic period The results show that only income (in demographic group) has an impact on customer satisfaction.
Delivery and staff service have a significant impact on the satisfaction of online customers These results are consistent with the previous study conducted by Wei Hua and Zhou Jing (2015) These impacts show that customers are very interested in delivery service and staff service Since covid pandemic and lockdown happened, customers have had to purchase online; e-commerce companies, e-retailers and shippers provided goods and services for online shoppers accurately, quickly, and convenience with the updated information and correct products After-sales service and communication service have no significant impact on the satisfaction of online customers and these outcomes are different from that of Wei Hua and Zhou Jing
(2015) In reality, the business transaction that takes place between the buyer and the seller is entirely natural Therefore, any complaints, changing products, and/or refunding also took place, e-commerce companies have the duty to make certain that neither the buyer's nor the seller's legal rights are violated in any way, as this will significantly contribute to an increase in the level of customer contentment Moreover,the findings show that demographic factors, especially income, have impact on the satisfaction of the online shoppers, which is also different with Wei Hua and ZhouJing (2015).
According to the findings of a data analysis based on multiple regression, the adjusted
R square value is 86.6 percent, which suggests that the quality of the logistics service could explain 86.6 percent of the level of customer satisfaction The strength of the research model used in this paper, in which independent variables are considered to have a significant impact on customer satisfaction, may be justified by the adjusted R square statistic.
Recommendations and Implications
The variables that were observed are pretty satisfactory, with three of the variables, DE1, DE2 and DE3, being above neutralization levels but not reaching the agreed upon level.
DE1 (the e-retailer that I use delivers products at the appointed time) ranks lowest, and DE2 (shipper delivers products at the appointed time) is another factor that should not be overlooked, according to the observed variables of component delivery This demonstrates that the demands of customers with regard to delivery times are not satisfied because of several reasons: products are out of stock, lack of employees to ship goods, arduous and time-consuming administrative procedures… E-retailers and e-commerce businesses need to collaborate more closely in order to gradually improve this aspect, which will result in customers being more satisfied with the time of delivery
DE3 (the e-retailer that I use delivers the correct commodities) is the subsequent component, which clients have a less positive satisfaction with This issue may come from an error system, confusion/ or lack of gathered information from sellers, or a similar product was sent to the buyer without their knowledge or consent… Customers should be encouraged by both the e-commerce company and the e-retailer to thoroughly inspect the product as soon as it is received If the customer receives the wrong item, they have the right to refuse it and the e-retailers are responsible for the return fee.
In general, the SS2 and SS4 variables fall within the range of 3.64 to 3.65, respectively SS2 (the e-retailer that I use has amiable calls) has the lowest rating. Maintaining and enhancing customer satisfaction is essential to ensure that customers are satisfied when shopping online Recommendations for this issue such as: create a section on the application labeled "Calling center", so users will always have access to a way to contact support via phone; customer service hotlines and email should have more staff, especially if an actual transaction is taking place.
SS4 (shipper contacts customers to deliver products and solve problems related to signing to receiving) is the next element that clients are less likely to agree with In this case, there is a need for regular training in areas such as delivery, negotiation, communication, and problem solving Improve the quality of staff service or shippers by ensuring that employees are always up-to-date on the latest products and procedures.
Customers evaluated two components of this service which are not high Those are CO2 (the e-retailer that I use rapidly to reply to consumer inquiries) with a 3.48 score and CO1 (the e-commerce platform that I use rapidly replies to consumer inquiries) with the score 3.50 Therefore, it is essential to keep up with and continue to improve communication service in order to boost levels of customer satisfaction among those who engage in online purchasing The following are some ideas that could be considered for e-commerce and e-retailers: customer pleasure and loyalty are built on a foundation of responsiveness, quick resolution of issues raised by customers, and on- going attention to their needs Clients need to know how and when their requirements are being handled and the outcomes are being solved at all times
There are three of the variables, AS6, AS3, and AS5, which rank in the lower group,with grade 3.34; 3.38; and 3.44, respectively AS6 (the e-retailer that I use quick responses in changing or refunding), AS5 (the e-commerce platform that I use quick responses in changing or refunding) and AS3 (the e-commerce platform that I use creates convenience in changing or refunding), all of this factor relates to the changing products or refunding if sellers do not meet the needs of customers So that improved information retrieval processes and handling of customer complaints are needed by businesses in e-commerce in order to ensure customer satisfaction while ensuring that the steps of receiving applications, handling complaints, and reporting outcomes to clients must be completed within the maximum amount of time permitted Make sure that every transaction, especially any online payments, is carried out in the appropriate manner at all times.
If the transaction is unsuccessful, the refund must be processed as fast as possible; otherwise, the customer will have the impression that the transaction was insecure and will be disinclined to use the online purchase again.
The findings of the research indicate that customers' levels of satisfaction with their shopping experiences in e-commerce vary depending on factors such as their gender, age, level of income, and level of education To be more specific, younger female clients under the age of 25 will love shopping and be more satisfied with their experiences Moreover, the majority of consumers who shop online are either employees or managers of companies with annual revenues of 5-15 million VND or more.
The following are some proposals for the demographic factor: Pay attention to the development of e-commerce applications in order to make them more robust and user- friendly, as well as to keep up with the trends in the industry and to acknowledge that younger clients enjoy using smart phones The fact that some of the items should contain the qualities that assist filter the pricing of other products will make it much easier for clients to select the product that is appropriate for their level of salary.Considering that female customers make up the largest client database in the e- commerce sector at the moment, businesses should put money into marketing and promotions targeted toward them in order to quickly achieve success and to raise the level of pleasure experienced by existing clients It is imperative to have a quality control team in place to ensure that valuable products, such as those selling for over 15 million VND, are not tainted by counterfeits, false advertising, or poor materials.
Corporate financial institutions to facilitate the execution of associated promotions,thereby satisfying the shopping requirements of clients with sufficient and medium- level incomes.
Conclusion
In the increasingly competitive industry of ecommerce and e-retailers, firms that wish to succeed must improve customer satisfaction by enhancing logistics service quality This is the key to gaining competitive advantages for businesses This study was conducted with the objective of identifying and measuring the impact of logistics service quality on customer satisfaction in Vietnam The author used quantitative methodologies and had a sample size of 140 people Scales were verified by Cronbach's alpha reliability analysis, KMO, Pearson correlation analysis, regression analysis, and the analysis of the influence of demographic factors.
Because of the findings of the research, the most influential factor on customer satisfaction is delivery service quality, the second most influential factor is staff service quality, followed by communication service quality and after-sales service quality The results show that all dimensions have a positive correlation with customer satisfaction Hence employee communication and after-sales measures should be a priority for e-retailers And the logistics service quality can be improved, leading to better customer satisfaction and increased competitive power Besides, the findings indicate that there is a significant difference between each demographic variable with regard to customer satisfaction in the e-commerce sector, with income being of particular importance in Vietnam.
Limitation and future research
The research still has some limitations in terms of service quality factors and samples, so the representativeness is not high and have not fully evaluated the service quality.There is no overall picture of the e-commerce market because the study only surveyedVietnamese citizens who had purchased goods on a Vietnamese e-commerce platform.Further study should find more interesting elements about service quality that have the impact on customer satisfaction in the e-commerce market in Vietnam.
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SURVEY OF LOGISTICS SERVICE IN E-COMMERCE
I am researching on logistics service in e-commerce platform such as Tiki, Lazada, Shopee, Sendo… Thank you for agreeing to participate this survey
It takes only around 10 minutes completing the following questionnaire Please answer based on your opinions about logistics service in e-commerce that you are using.
Your personal information will be absolutely secured All the responses and information from you are only used for research purpose
1 Have you ever purchased online?
Q3: What is your education level?
Q4: How much is your average monthly income?
Q6: Which name of ecommerce company do you use?
Q7: How often (frequency) do you purchase online?
Q8: How long (familiar) have you purchased online?
Please choose to what extent you agree with following statement
Explanation: The author would like to give some examples about E-commerce platform, such as: Tiki, Lazada, Shopee, Sendo… And another example about “E- retailers” is the owner of shop/ or seller, such as Unilever, Tiger beer, food seller (Acecook), book seller, fashion seller…
1-Strongly disagree 2-Disagree 3-Hesitte 4-Agree 5-Strongly agree
1 E-commerce platform that I use rapidly replies to consumer inquiries (Tiki, Shopee…)
2 E-retailer that I use rapidly replies to consumer inquiries (seller, shop owner…)
3 E-commerce platform that I use communicates online with customers.
4 E-retailer that I use communicates online with customers.
5 E-retailer that I use delivers products at the appointed time.
6 Shipper delivers products at the appointed time.
7 E-retailer that I use delivers the correct commodities.
8 Shipper delivers the correct commodities.
9 E-retailer that I use delivers intact products.
11 E-retailer that I use packed products properly and intact.
12 E-commerce platform that I use has changing or refunding service.
13 E-retailer that I use has changing or refunding service.
14 E-commerce platform that I use creates convenience in changing or refunding.
15 E-retailer that I use creates convenience in changing or refunding.
16 E-commerce platform that I use quick responses in changing or refunding.
17 E-retailer that I use quick responses in changing or refunding.
18 E-commerce platform that I use has amiable calls.
19 E-retailer that I use has amiable calls.
21 Shipper contacts customers to deliver products and solve problems related to signing to receiving.
22 Shippers have good delivery methods.
23 The service from e-retailer meets my needs.
24 It is possible for me to buy the product from an e-retailer.
25 Overall, I am satisfied with this online experience.
KHẢO SÁT VỀ CHẤT LƯỢNG LOGISTICS CỦA CÁC ĐƠN VỊ THƯƠNG
Tôi là học viên chương trình Quản trị kinh doanh, Đại học Việt Nhật – Đại học Quốc gia Hà Nội Hiện tại, tôi đang thực hiện một cuộc khảo sát về sự hài lòng của khách hàng đối dịch vụ logistic của các đợn vị bán lẻ trực tuyến tại Việt Nam
Tôi đang nghiên cứu về dịch vụ logistics trên các nền tảng thương mại điện tử như Tiki, Lazada, Shopee, Sendo… Cảm ơn bạn đã đồng ý tham gia cuộc khảo sát này.
Chỉ mất khoảng 10 phút để hoàn thành bảng câu hỏi sau Vui lòng trả lời dựa trên ý kiến của bạn về dịch vụ logistics trong thương mại điện tử mà bạn đang sử dụng.
Thông tin cá nhân của bạn sẽ được bảo mật tuyệt đối Tất cả các phản hồi và thông tin từ bạn chỉ được sử dụng cho mục đích nghiên cứu.
1.Bạn đã từng mua hàng online.
Câu 3: Trình độ học vấn
Từ Đại học trở lên
Câu 6: Tên sàn TMĐT mà bạn sử dụng
Câu 7: Tần suất mua hàng online của bạn
Câu 8: Bạn đã quen với việc mua hàng online
Anh/Chị vui lòng đọc từng câu và cho biết mức độ hài lòng của anh/chị với các mệnh đề sau, theo mức độ từ 1 đến 5:
Giải thích: Thuật ngữ "Nhà cung cấp dịch vụ" là đối tượng sở hữu sàn thương mại điện tử (TMĐT) - Ví dụ: Tiki, Shopee, Lazada, Sendo Và "Nhà bán lẻ trực tuyến" là chủ cửa hàng online (chủ shop) hoặc người bán hàng.
T Mệnh đề Thang mức độ
1 Nhà cung cấp dịch vụ (Tiki, Shopee ) mà tôi sử dụng phản hồi nhanh chóng các câu hỏi, yêu cầu của khách hàng.
2 Nhà bán lẻ trực tuyến (chủ shop) mà tôi sử dụng phản hồi nhanh các câu hỏi của khách hàng.
3 Nhà cung cấp dịch vụ (Tiki, Shopee ) mà tôi sử dụng có phương thức giao tiếp trực tuyến với khách hàng.
4 Nhà bán lẻ trực tuyến (chủ shop) mà tôi sử dụng có phương thức giao tiếp trực tuyến với khách hàng.
5 Nhà bán lẻ trực tuyến (chủ shop) mà tôi sử dụng giao hàng đúng thời gian đã định.
6 Người giao hàng giao sản phẩm đúng thời gian đã định.