Assessing Customer Satisfaction in Online Shopping on E-Commerce Platforms in Vietnam

Abstract

The study measured customer satisfaction in online shopping on e-commerce platforms in Vietnam using a structured questionnaire to survey and collect data from 386 customers. The collected data were analyzed using SPSS 26 software for descriptive statistics, exploratory factor analysis, correlation analysis, and linear regression. The results revealed nine factors that affect customer satisfaction, ranging from high to low, when shopping online on e-commerce platforms in Vietnam: product quality, payment methods, customer service, information quality, response time, delivery service, price, website design, and security. These results provide a crucial foundation for proposing several solutions to improve customer satisfaction during online shopping on e-commerce platforms in Vietnam.