It may be related to an on-going business relationship or with price-performance, satisfaction with the time or service delivery or the service experience, service context and satisfacti
Research background
Online shopping is a rapidly growing segment of e-commerce, as more consumers turn to the internet for their purchasing needs, accessing local and international products effortlessly with just a click This trend benefits both buyers, who enjoy a wider product selection and convenience, and sellers, who can reach a broader customer base globally.
E-commerce involves buying and selling goods and services online, with the internet serving as the primary tool for these transactions As internet usage and technological advancements have expanded globally, electronic trade has significantly increased In Vietnam, e-commerce initially focused on purchasing online services from abroad, involving internet-based service delivery and credit card payments to foreign companies Over the past two decades, rapid internet development and a thriving digital economy driven by information technology have transformed consumer behavior Enhanced product information and better services have attracted more users, shifting consumer reliance from traditional shopping to online platforms.
Electronic commerce is an essential and rapidly growing trend that enables businesses to expand internationally more efficiently Companies continually incorporate E-commerce into their production and business processes to access market information, monitor competitors, and facilitate electronic transactions quickly and effectively, ensuring they stay competitive in the global marketplace.
Problem statement and research objective
Vietnam's top 5 retail websites currently include four domestically owned platforms, highlighting the strength of local e-commerce According to a report by comScore, a leading research agency, Vatgia.com, 5giay.vn, Enbac.com, and Thegioididong.com are the highest-traffic retail websites within the country Additionally, Lazada.vn stands out as a prominent foreign-owned e-commerce platform contributing significantly to Vietnam's online retail market.
To secure a competitive market share, companies must focus on strategic categories that offer a competitive advantage Vatgia.com specializes in segments such as technology, machinery, mobile devices, and accessories, positioning itself effectively within these markets In 2016, Vatgia.com achieved significant success by attaining positive cash flow, demonstrating the effectiveness of its strategic marketing approach This success reflects how Vatgia.com has built customer trust and established a strong, profitable business through targeted, strategic marketing initiatives.
This research study conducted in Hanoi investigates the key factors influencing customer satisfaction related to marketing strategies Additionally, the study offers valuable insights into the demographic characteristics and preferences of the respondents, enhancing understanding of how marketing approaches impact customer perceptions.
The research objectives
- Identifying the common factors of marketing strategy influenced on the customer satisfaction of website vatgia.com
- Building the solutions for marketing strategy to improve customer satisfaction
The research questions are following:
1 What are the common factors of marketing strategy applied by vatgia.com?
2 How do customers evaluate about the marketing strategy of website Vatgia.com?
3 How should website Vatgia.com improve its marketing strategy?
Methodology
Quantitative research offers a reliable and objective way to measure how people think, feel, or behave through statistical analysis In this study, it is used to assess customer perceptions of Vatgia's services, helping identify key factors to enhance purchase intention and increase sales By combining quantitative data with secondary sources and qualitative insights, the research provides comprehensive recommendations for improving Vatgia's marketing strategy and driving business growth.
Research structure
Corresponding to this process below structure is proposed for this research:
• Introduction to introduce research background, research problem, research objective and research questions
• Chapter 1: Literature review This chapter reviews theories and selects the research’s factors as well as formulates the research hypotheses and model
• Chapter 2: Research methodology This chapter provides general idea how the research is designed and implemented
• Chapter 3: Data analysis, result and finding discussion This chapter translates data collected from survey, analyses data as well as discusses the result finding in connection with theory
• Chapter 4: Conclusion, implication, limitation and future research This chapter concludes the research finding, provides implication, further suggestion as well as research limitation.
LITERATURE REVIEW
MARKETING STRATEGY
A marketing strategy involves analyzing all aspects of your sales activities and integrating them to ensure seamless communication across departments It enables organizations to focus their resources effectively, optimizing efforts to boost sales and establish a competitive advantage By aligning all departments under a cohesive plan, a well-crafted marketing strategy maximizes resource utilization and drives business growth.
Establishing clear business goals is essential before initiating any marketing strategy, as these represent the organization’s long-term vision for the next five years Setting well-defined objectives guides the overall direction and ensures that marketing efforts align with the company's future aspirations Additionally, each marketing plan should have specific business goals to effectively support the organization’s overarching long-term objectives.
1.1.2 WHY SHOULD THE COMPANY CREATE A MARKETING
A well-crafted marketing strategy fosters harmony within organizations by ensuring all teams are aligned toward common goals This alignment enhances organizational efficiency as departments such as product development and advertising collaborate seamlessly to deliver relevant marketing messages Additionally, developing a clear marketing strategy drives consistent branding, improves customer engagement, and boosts overall business performance Implementing an effective marketing approach also enables businesses to better target their audience, increase market share, and achieve measurable growth.
Once your marketing strategy is established, understanding your target customers and optimal price points enables you to select the most effective distribution channels Catering to a younger demographic requires offering mobile-friendly purchase options such as PayPal and credit cards, which enhances the shopping experience Providing convenient payment methods not only boosts sales but also fosters customer loyalty, making it a vital component of successful marketing.
A strong brand image is essential for long-term business success, and a well-crafted marketing strategy plays a crucial role in establishing it Investing advertising budgets wisely is vital; spending on platforms that do not align with your brand can lead to wasted resources By developing a clear brand identity, you can optimize your advertising efforts, ensuring your messages reach the right audience through the most suitable channels, rather than indiscriminately placing ads on every website or radio station.
Effective marketing goes beyond promoting existing products; it involves understanding your target audience's needs and preferences If your current offerings don't meet customer demands, redesigning products is essential to better serve your clients and strengthen your market position As technology and economic conditions evolve, continuously reinvention through innovative marketing strategies is crucial to remaining relevant and competitive in the marketplace.
A comprehensive marketing strategy is essential to ensure you sell the right products at the right price to your target audience through effective promotion and distribution channels Key components include conducting thorough market research and analyzing data using tools like PEST analysis, which examines Political, Economic, Social, and Technological factors, and SWOT analysis to identify strengths, weaknesses, opportunities, and threats Implementing these strategies helps maximize sales effectiveness and drive business success.
1.1.3.1 BACKGROUND OF THE SERVICE MARKETING
Many organizations are strategically competing to differentiate themselves through superior service and quality within their markets Successful companies prioritize the service paradigm by investing in their people, advanced technology, effective personnel policies, and attractive remuneration systems.
Employee behavior directly impacts service quality, as staff act as the primary representatives of the organization to customers They serve as the face and voice of the company, ensuring that service delivery translates into positive experiences for clients across all industries.
In 1981, using the above mentioned information, Bernard H Booms and Mary J. Bitner (1981) further developed the traditional marketing mix developed by the American Professor of Marketing Jerome McCarthy into the extended marketing mix or services marketing mix According to Booms and Bitner (1981) describe that marketing management is the concept of the marketing mix The marketing mix is not a theory of management that has been derived from scientific analysis, but a conceptual framework which highlights the principal decisions that marketing manager’s make in configuring their offerings to suit customers’ needs.
The services marketing mix, also known as the 7P model or the 7Ps of Booms and Bitner, expands the traditional four-element marketing mix to include seven critical components Originally, Jerome McCarthy (1960) defined four verifiable marketing elements, but the 7Ps extend this framework to better suit service industries and knowledge-intensive environments This comprehensive approach enables service companies to effectively develop marketing strategies tailored to their unique needs.
Booms and Bitner (1981) defined 7Ps of the marketing mix as follows:
Figure 1 1 The 7 Ps Marketing mix
This element is an object or service an organization produces on a large scale in a specific volume of units An example of a material product is the disposable razor.
Price is the key factor that customers pay for a product or service and plays a crucial role in marketing strategies It is determined by various operational costs, including material expenses, and factors such as market share and brand identity Additionally, product prices can fluctuate over time due to market developments and changing economic conditions.
This element indicates the specific locations where the product is available for customers Availability may vary, with certain products accessible only in selected regions rather than universally Optimizing location information enhances customer experience and improves local search visibility Clearly specifying where a product can be purchased helps attract targeted local buyers and boosts online discoverability.
This element comprises all the efforts the company or organization makes to stimulate the popularity of their product in the market, for instance by advertising, promotional programs, etc.
In Booms and Bitner’s service marketing mix, ‘people’ encompass all individuals involved in delivering or interacting with the product or service, including customer contact employees, customers, personnel, and management Customer contact employees, such as stylists, hairdressers, coaches, and contact centre staff, are the organization's primary representatives and directly influence service quality through their interactions These employees serve as the face of the organization, acting as ‘service’ providers who deliver tangible, visible results-oriented services like haircuts, coaching sessions, or legal advice Their role is crucial in transforming the intangible aspects of service quality into a measurable, physical outcome for customers.
Effective management of customer contact employees is essential for service companies to ensure high service quality, particularly regarding attitudes and behavior Variability in employee performance can significantly impact customer perceptions, which directly influence customer satisfaction and future purchase intentions Service interactions—such as hospital intake, dining experiences, or consultancy services—are highly dependent on employee attitude, creating a perception of service quality that can be positive or negative The lack of consistency in service delivery poses challenges for service providers, making it crucial to monitor and improve employee behavior to enhance overall customer experience and maintain competitive advantage.
CUSTOMER SATISFACTION
Customer satisfaction (CS) is a vital component of business strategy, widely recognized for its role in gaining a competitive edge in today’s market (Anderson, Fornell, & Lehmann, 1994; Gronroos, 1984; Lovelock & Wirtz, 2007) It has been extensively studied and defined as the emotional response—pleasure or disappointment—that results from comparing a product’s performance to an individual’s expectations (Kotler & Keller, 2006).
Customer satisfaction is a psychological concept reflecting the feelings of well-being and pleasure derived from fulfilling consumer expectations with an appealing product or service (WTO, 1985) It is an attitude-like judgment made after a purchase or interaction, representing a consumer's post-purchase evaluation and emotional response to their overall experience (Youjae Yi, 1990; Oliver, 1992) Satisfaction results when consumer needs and desires are effectively met, indicating that things have gone well during the consumption process (Besterfield, 1994) It involves an experience-based assessment of how well the product or service characteristics and overall functionality align with consumer expectations (Bruhn, 2003) Ultimately, customer satisfaction is the process of evaluating the perceived quality of a product or service against individual expectations over time (Gyasi and Azumah, 2009), playing a crucial role in customer loyalty and business success.
Customer satisfaction is a complex concept that is difficult to define precisely across different contexts, as Oliver (1997) humorously notes, “everyone knows what [satisfaction] is until asked to give a definition.” From a marketing perspective, it is multi-dimensional, encompassing various experiences with a product or service, and relates not only to quality but also to other non-quality factors Satisfaction can be influenced by ongoing relationships, price-performance, service delivery timeliness, overall service experience, organizational reputation, and multiple aspects of product or service quality.
Customer satisfaction is influenced by key factors such as product or service reliability, timeliness, and the friendliness of service providers (Gronroos, 2000, 2001; Bo Edvardsson, 2005) Depending on the specific goals, satisfaction can be related to various objects of interest In this study, customer satisfaction is specifically defined in terms of the service quality dimensions delivered by the Ghana Insurance Industry.
Satisfaction can be related to attribute-specific and overall performance It is attribute-specific where it relates to a specific product or service (Cronin & Taylor,
1992) For example, with Ghana Insurance Industry, satisfaction can be related to a specific attribute such as: Comprehensive Insurance, Third Party
Customer satisfaction in the insurance sector encompasses various aspects such as accident indemnity, hospitalization insurance, dread diseases policies, and burial and funeral expenses coverage, as well as the efficiency of claim processes According to Cronin and Taylor (1992), customer satisfaction is closely linked to the overall performance of a product or service and the organization delivering it This study examines how customer satisfaction correlates with the overall performance of services provided by the Ghana Insurance Industry, offering valuable insights for managerial improvements and strategic decision-making.
Customer satisfaction is widely viewed as a process, arising from the comparison of perceived performance against expectations or desires, as grounded in expectancy disconfirmation theory (Oliver, 1980; Khalifa & Liu, 2002) According to this perspective, customers feel satisfied when product or service performance meets or exceeds expectations (positive disconfirmation) and dissatisfied when it falls short (negative disconfirmation), making satisfaction a result of specific antecedents occurring during service delivery (Vavra, 1997) While some recent studies interpret satisfaction as an outcome or end result of consumption, rooted in motivation theories like Maslow's hierarchy of needs, it is also seen as a consumer fulfillment response (Rust & Oliver, 1994) In Ghana's insurance industry, customers develop expectations through promotional activities, making satisfaction a process influenced by these pre-set standards rather than merely an outcome to be achieved.
Another controversial issue in customer satisfaction literature is whether satisfaction is cognitive or affective Although most scholars, notably proponents of disconfirmation theories, view satisfaction as a process, but the nature of satisfaction process remains unclear While some authors maintain that satisfaction is a cognitive assessment involving a comparison of product/service offerings from a provider against expectations, other scholars opine that the feeling of satisfaction represent an emotional or affective state of mind that is formed through the process of service delivery where customers encounter service experiences that affect their emotions More recent research has found that satisfaction is both cognitive and affective (Edvardsson et al., 2005; Gro¨nroos, 2001; Martin, et al., 2008; Oliver, 1993a; Wong, 2004) This view holds that customers do not only consume an offering for which they cognitively evaluate, but their involvement in the service production and delivery process allows them to emotionally evaluate the service quality They argue that “ satisfaction is naturally tied to cognitive judgments and to affective reactions elicited in consumption” (Mano & Oliver, 1993, p 451) In this study, customer satisfaction is conceptualized as cognitive and affective.
Customer satisfaction is a complex concept that raises debate over whether it is subjective or objective in nature According to Pizam and Ellis (1999), most researchers see the satisfaction process as subjective in expectations but objective in perceptions of product attributes Klaus (1985) defines satisfaction as “the customer's subjective evaluation of a consumption experience,” highlighting its psychological basis Expectation and perceived performance are influenced by external factors, as noted by Maister (1985), emphasizing that both perceptions and expectations are subjective and susceptible to external influences and manipulation Recognizing that customer evaluations are inherently biased, Gyasi and Azumah (2009) suggest that each customer’s subjective perceptions can be considered objective within their own cognitive and emotional states Therefore, this study conceptualizes customer satisfaction as a subjective experience, while its measurement is approached objectively, assuming that customers can provide unbiased, objective expressions of their subjective responses.
Customer satisfaction can be understood as either transactional or cumulative From a transactional perspective, it refers to a one-time, specific post-purchase evaluative judgment of a service encounter (Hunt, 1977; Oliver) This highlights that customer satisfaction is often assessed immediately after a service to gauge the immediate experience quality Recognizing these differing perspectives is essential for businesses aiming to improve overall customer satisfaction and loyalty.
Customer Satisfaction (CS) has been extensively studied over the years, with key references dating back to 1977, 1980, and 1993 (Yonggui Wang & Hing-Po Lo, 2002) From a cumulative CS perspective, it is defined as the overall evaluation of a product or service based on a series of purchase and consumption experiences over time (Fornell, 1992; Johnson and Fornell, 1991; Anderson et al., 1994a, b) This approach emphasizes the importance of understanding customer perceptions as they develop through ongoing interactions with the brand or service provider Incorporating insights from established research, companies can better assess long-term customer satisfaction and improve loyalty.
Cumulative customer satisfaction is more valuable and dependable for diagnosis and prediction than transaction-specific satisfaction because it is based on a series of purchase and consumption experiences rather than a single transaction This broader measure provides a comprehensive view of the customer's overall relationship with a brand, enhancing the accuracy of satisfaction assessments.
Customer satisfaction, in this study, is measured from the last twelve months. Therefore, the conceptual framework of this study treats CS as cumulative. Consequently, the operational definition of CS in this study is the one by Gyasi and Azumah (2009, p.g.36), “The process of customer overall subjective evaluation of the product/service quality against his/her expectation or desires over a time period.”
1.2.2 WHY IS CUSTOMER SATISFACTION IMPORTANT TO
Customer satisfaction helps companies in many ways, some of which include:
Customer satisfaction information helps companies to evaluate their ability in meeting customers' needs and expectations effectively (Zeithaml et al, 2009).
Analyzing customer offerings enables companies to identify key areas for improvement and understand what customers deem most important, enhancing overall performance and satisfaction (Zeithaml et al., 2009).
It’s a leading indicator of consumer repurchase intentions and loyalty
Customer satisfaction surveys enable companies to predict customer retention, loyalty, and overall organizational profitability Research indicates that higher customer satisfaction directly contributes to increased company profitability (Bei & Chiao, 2001; Heskett et al.), emphasizing the importance of measuring and improving customer experiences for long-term business success.
Numerous studies, including Zeithaml et al (1996) and Heskett et al (1997), have demonstrated a strong positive relationship between customer satisfaction, retention, and loyalty Reichheld (1990) highlighted that customer satisfaction accounts for approximately 40% of customer retention In the automotive service industry, satisfied customers are more likely to make repeat purchases, often buying multiple vehicles as their income and social status grow.
(especially high value vehicles) and also keep going back to that dealer for every service throughout their lifetime
RESEARCH METHODOLOGY
RESEARCH CONTEXT
2.1.1 OVERVIEW OF E-COMMERCE MARKET IN VIETNAM
Vietnam's population exceeded 90 million in 2013, with over 31 million Internet users, representing more than 35% of the total population This internet penetration rate surpasses the global average of 33% recorded in 2012, highlighting Vietnam's growing digital connectivity.
In 2010, a Cimigo survey of 2,940 Internet users across Vietnam's six largest cities revealed significant insights into online commerce behaviors The study highlighted the increasing number of people engaging in online shopping and selling activities, indicating a growing digital consumer base in Vietnam's urban centers This trend underscores the expanding role of e-commerce in Vietnam's retail landscape, driven by higher internet penetration and changing consumer preferences As more users participate in online transactions, businesses are encouraged to optimize their digital strategies to capture this emerging market segment.
5 main online activities done by Vietnamese internet users ( categorized by purpose of activities) which are :
- Information gathering such as reading books, searching for jobs, research
- Online entertainment, for example: listening to music or playing online games.
- Online communication: for example: chatting, sending SMS or emails.
- Blogging and social networking: facebook, twitter…
- Online business: online shopping, auction, e-banking
With the rise in mobile phone usage and internet penetration, e-commerce in Vietnam is experiencing rapid growth According to the Global Retail Development Index (GRDI) by AT Kearney, Vietnam was ranked 11th in 2016 Despite being part of the ASEAN region, Vietnam's e-commerce market remains largely unsaturated, driven by high GDP growth, increased exports, and foreign direct investment This economic expansion has significantly contributed to the expansion of Vietnam’s e-commerce retail sector.
The rapid growth of e-commerce in Vietnam is driven by favorable conditions such as widespread mobile phone and internet access, geographical advantages, low labor costs, and high consumer demand These factors have enabled more people to engage in online trading, making online shopping a norm in Vietnamese society.
Figure 2 1 Market share of Vietnam EC and its Growth rate
Basically there are 4 types of sellers of online shopping sites in Vietnam, classified by business models and type of sellers, according to Acorn and Epnion's report.
Table 2 1 Four types of online shopping sites in VN
- Classified advertisement site, act as a market place
- the business model is more C2C rather than B2C
- Source of revenue : ad fee
- Source of revenue: posting, editing fee.
- This type of sites also deals with
- Usually specialized in several type of goods
- Owned by big companies/ retailers
- Ex: Thegioididong.com, lazada.vn
- Sell coupons, dicounted tickets, vouchers
- Source of revenue: collect moeny from sold tickets, coupons
- Ex: Muachung.vn, hotdeal.vn
This type of website functions primarily as a marketplace where individuals post advertisements to sell their goods, offering limited support such as page design and layout Buyers and sellers communicate directly to negotiate prices, discuss product details, and arrange delivery The majority of sellers are individuals with a limited range of goods, and the platform generates revenue mainly through advertising fees for banner ads rather than commissions from sellers This business model is predominantly C2C (consumer-to-consumer) rather than B2C (business-to-consumer) Prominent websites in this segment include Muare.vn and 123mua.vn.
This website model closely resembles B2B2C, offering payment tools and various services such as consultation and page design for sellers While these platforms do not handle delivery or shipping, they invest heavily in site management activities like editing posts, protecting sellers from hacking, and maintaining the website Additionally, they provide functions such as scheduling product posts for peak online activity times Typically, sellers are small to medium-sized businesses offering a wider variety of goods compared to marketplace sellers In Vietnam, these shops collect fees for posting activities—for example, on Enbac.com, sellers pay approximately 18 USD for 1,000 uploads, making it an affordable service Major players in this business model include Vatgia.vn and Enbac.com, highlighting their significance in the market.
Many B2C websites function as official online stores, such as Sendo.vn owned by FPT, which sell products directly to consumers or purchase goods from various suppliers for direct delivery These sites often specialize in specific product categories, like Thegioididong.com focusing solely on mobile phones and accessories or Banmypham.vn dedicated to cosmetics Customers typically visit these platforms when seeking particular brands or products, as search engines tend to categorize items by brand or company name, making targeted shopping straightforward.
Besides domestic brands, in recent years, several foreign online shopping sites have entered Vietnam, for instance: Alibaba.vn focus on B2B) from China, Ebay.vn(specialize in Auction) from US, or Lazada.vn (commercial site) from Philippines.However, all of these sites have just started since 2011, 2012 and are still at the beginning phase Though currently there are many online shopping sites inVietnam, it is clear that there is no market leader, because the market is so fragmented and none of players appear to" have reached market share of more than
5%" according to PWC's report This is a great opportunity for a big player to participate in the market
Coupon sites (most are Groupon sites)
Groupon, a leading US-based website, combines "Group" and "Coupon" to offer a unique business model known as Business-to-Team (B2T) This model operates on the principle that a deal becomes available only when a predetermined number of people sign up, ensuring discounts are only granted when enough participants commit Customers are attracted to Groupon through deep discounts on gifts and tickets, while business owners benefit from increased loyal customers, valuable customer data, and reduced risks associated with promotional discounts This collaborative approach helps clear stock and boosts sales efficiency for businesses.
Since 2010, the "Groupon" model has gained immense popularity in Vietnam due to its ease of imitation and low risk for businesses Vietnamese consumers are highly price-sensitive, making the discount and deal-based approach highly appealing Many "Groupon"-like websites have emerged, offering cost-effective marketing solutions without requiring significant investment, contributing to the rapid growth of the local deal platform industry.
In 2011, Vietnam's online deal marketplace boasted approximately 97 active websites, collectively facilitating around 6,700 transactions and distributing over 4.2 million vouchers The industry generated a total revenue of approximately $31.69 million USD, with leading platforms including Muachung.vn, Nhommua.com, Cungmua.com, and Hotdeal.vn dominating the market.
Figure 2 2 Major EC sites in VN 2.1.2 OVERVIEW OF WEBSITE VATGIA.COM
Vatgia.com (Vatgia means "Price" in Vietnamese) was established in 2006 and was first launched in 2007 as one of the first players in Vietnamese e-commerce market.
Despite widespread skepticism in 2007 about the future of Vietnamese e-commerce, the industry experienced remarkable growth over the next six years Today, it boasts one of the most successful e-commerce platforms in Vietnam, attracting over 1,200,000 visitors daily The platform's transaction value is estimated at approximately 3,000 billion VND, highlighting its significant impact on the Vietnamese digital marketplace.
Vietnam Price Joint Stock Company has grown from a small startup to a major online platform, generating over $143 million annually The company now has more than 1 million registered users, 20,000 online shops, and a team of over 500 employees Additionally, Vietnam Price owns Baokim.vn, a mobile payment service similar to PayPal, further expanding its digital financial services.
Cucre.com ( Cuc Re means "Very Cheap")-a coupon, discounted price site, and Nhanh.vn ( Nhanh means Fast)-a logistics company.
Table 2 2 Development History of VNP Group
2006 - The establishment of Vietnam Price Joint Stock Company –
- Start of the development of Vatgia.com
2007 - Official launch of the website Vatgia.com (15/7/2007)
- Received the Award IT Weeks Best Solution for E-commerce
- Vatgia.com entered top 20 of Vietnam Alexa
2009 - Cyber Agent invested in VNP
- Vatgia.com entered top 15 of Vietnam Alexa
2010 - Launched payment gateway Bao Kim
- Launched a good-price purchase website system Cucre.vn
- Launched logistics service Nhanh.vn
- Launched booking website Mytour.vn
- Vatgia.com entered top 10 Vietnam Alexa
2012 - Received investment from Recruit JV
- Reached 1 million users on Vatgia.com
- Launched 123doc.vn and Pubvn.net
2013 - Developed a retail system into 18 stores
- 123doc came first in ebook
- Pubvn.net came first in HD films
- Launched sales management solution RMS Nhanh.vn
2014 - Unified the brand name VNP Group
2015 - Completed the feature CPA charging on Vatgia.com
- Developed VNPU – talent incubator for VNP
- Developed Vchat to make profit
- Built operational team, mobile app team
- Developed retail management software that is provided to many other retail businesses
Mission : VNP was founded to make people happier on the Internet, and bring wealth and pride to all members.
Vision : To build an “Online Eco-system” that helps “Happy shopping –
Smart business” – with the “Bottom up” culture.
- Towards yourself: Never be satisfied with the present.
- Towards others: Put yourself in others' positions and treat them beyond expectation.
- If we cannot be number one, we cannot be anything
- Our target: To be the best in every aspect.
- To achieve this, we should do what we are most passionate about and try our best to make maximum profit.
- Focus all resources, execute as fast as possible to be number one
3C: Cười, Chào, Cảm ơn – Smile, greet, appreciate
- Friendly culture in the workplace.
- Always smile when meeting colleagues, clients, partners,…
To effectively achieve your goal, it is essential to develop a detailed plan outlining the specific steps you will take Regularly comparing your progress against the original plan allows for continuous control and ensures you stay on track This approach enables you to identify areas for improvement and implement solutions such as automation to enhance efficiency Having a clear strategy and consistent monitoring are key to successfully reaching your objectives.
- Plan: Make a plan of what to do
- Do: do exactly as scheduled.
- Check: check to make sure that the statistics are matching the plan
- Action: innovate the work to achieve the best result, and do P again.
- Systemize: great a system to make each process automatic
5S: Sort, Set in order, Shine, Standardize, Sustain
- Seiri (sort): Get rid of unnecessary material (wasteful, dispensable, unreasonable, inconsistent).
- Seiton (set in order): Arrange everything according to priority Focus on the most important things.
- Seiso (shine): Keep the workplace clean and pleasant.
- Seiketsu (Standardize): Standardize the best practice in the work area.
- Shitsuke (Sustain): Teach others through training and discipline.
- Measurable (Who, how much, how many)
- 6W3H is usually applied in proposing new ideas, proposals, development plans… However, in reality, to get the best performance, whenever we do anything, we have to answer the 3 main questions:
- Why: Why doing this work? What can we solve if we do this work?
- How: How can we do the work? What is the strategy?
- What: The proper plan to do the work (in this plan there have to be the answers to: who, whom, where, when, how much, how many)
7P (Problem, Priority, Plan, Process, Policy, People, Product)
- Problem: observe, listen and identify needs and problems.
- Priority: prioritize needs and problems, decide which is the most important and needs to be done first.
- Plan: make a plan based on the 6W3H principle and priority early set
- Process: introduce a procedure for plan implementation, controlling, adjustment and evaluation
- Policy: introduce a policy on statistics, reward and punishment for people who implement the plan
- People: allocate personnel with appropriate rewards, punishments and replacement if necessary
- Product: create products, services and features to solve the problems completely The effort will be recognized by money
According to "Vietnam E-commerce Report 2008", vatgia.com is classified into B2C model However, according to the introduction of vatgia.com, it is in both B2C and C2C models
Vatgia.com functions as a C2C platform in Vietnam, acting as an intermediary between buyers and sellers while facilitating transactions Sellers post and promote products on the site, paying fees based on selected services, while buyers enjoy free intermediation The platform offers additional services like classified advertising and community FAQs to enhance user experience In transactions where buyer trust is low, Vatgia.com acts as a payment intermediary, notifying sellers about orders, holding funds securely, and transferring payments upon receipt Buyers are protected by a maximum compensation of VND 5,000,000 in cases of seller faults such as failing to deliver, incorrect, or damaged goods.
RESEARCH SAMPLE
Direction of research sample: All individuals or businesses have been using the guaranteed booth of website Vatgia.com.
A structured questionnaire was developed to address the research questions and test hypotheses, comprising two main sections for clarity and effectiveness The first section gathers essential demographic data, including participants' age, gender, current occupation, and monthly income, to provide contextual insights for the study.
The second part includes the information that are related to the interaction of participants with Vatgia Service and how participants perceive about Vatgia brand.
In more details, some questions were asked directly related to Marketing 7p of participants toward Vatgia Service.
RESEARCH FRAMEWORK
After studying the overview of research related to the elements of marketing strategy and customer satisfaction, the author plans to use the following analysis framework:
In particular, the elements are explained as following:
- Product: Guaranteed booth service of vatgia.com website
- Price: The price of the guaranteed booth; Price policy for loyal customers and competitors
- Place: the method which customers obtain the booth service
- Promotion: Brand image, promotion campaign, advertising encourages customer to select booth service
- Process: the steps from consultancy to agreement of contract and performing
- People: the working style and attitude of employees as consulting and performing booth service for customers.
- Physical Evidence: Infrastructure such as working environment, machinery that influence on the customer impression.
RESEARCH SURVEY
The structure of survey consists of 2 main parts with 36 questions as following the below table
Part Information The number of questions
Gender, Age, Marital Status, Income, Life of contract, Occupation
Table 2 3 The structure of survey questionnaire
Understanding the participants' general information is essential for describing customer characteristics, enabling the company to gain in-depth insights into who their clients are, their activities, and the services they prefer This foundational knowledge allows Vatgia.com to tailor targeted strategies for enhancing service quality and customer satisfaction.
- Product: Include information related to website’s guaranteed booth service.
Understanding the benefits for customers and comparing our company's services to competitors is crucial in influencing customer decisions Highlighting these advantages helps explain why customers choose our services over others Addressing these factors effectively boosts customer satisfaction with our booth service, leading to a more positive overall experience.
Price plays a crucial role in customer decision-making, as a competitive pricing strategy directly influences customer satisfaction Offering diverse packages and attractive incentives can meet various customer requirements and stimulate sales Besides the quality of service, an affordable and well-structured pricing approach is essential for attracting and retaining customers in a competitive market.
The evaluation of a company's service capacity hinges on key factors such as the number of employees, the time taken to complete each booth, and the quality of customer service delivery Adequate staffing levels are essential to ensure prompt and efficient service, while minimizing booth completion time enhances overall customer satisfaction Additionally, how customers perceive and receive the services provided directly impacts the company's reputation and success By assessing these factors, businesses can optimize their service provision and improve customer experiences effectively.
Effective promotion strategies play a crucial role in shaping customer confidence and decision-making By focusing on strong brand identity, targeted promotions, multi-channel advertising, and dedicated customer care, businesses can enhance their visibility and build trust with their audience, ultimately driving more conversions and fostering long-term loyalty.
Customer satisfaction is closely linked to the service implementation process, with higher satisfaction achieved when customers evaluate service quality before, during, and after contract execution Factors such as enthusiastic staff, simple procedures, streamlined services, and high-quality booths significantly contribute to a positive customer experience Ensuring these elements are optimized can enhance overall customer perceptions and loyalty.
People are fundamental to a company's success, as they not only generate revenue but also embody the brand and uphold service standards The enthusiastic attitude and professional demeanor of employees significantly enhance customer satisfaction, leaving a positive and lasting impression.
Having a modern infrastructure and a professional, innovative work environment is essential for delivering tangible benefits to customers These elements help build trust and foster comfort, ultimately leading to high customer satisfaction that meets or exceeds expectations.
- Customer satisfaction: to assert the overall satisfaction and trustworthiness of customers about the booth service, the questionnaire also provided three additional questions for the general assessment.
MEASUREMENTS
This study utilized a 1-to-5 Likert scale to measure constructs, with each construct assessed through two scale items Participants indicated their agreement levels with specific statements using a Likert scale ranging from 1 (Disagree) to 5 (Agree) Likert scales are a non-comparative, unidimensional scaling technique, allowing respondents to express their stance on each item Table 2.4 presents the format of the five-level Likert items employed in this research.
Table 2 4 Five-point Likert scale of measurement
Description Strongly disagree Disagree Neutral Agree Strongly agree
(Source: Wikipedia (https://en.wikipedia.org/wiki/Likert_scale))