KMI TE
ANH HlfdNG CUA CHAT L U O N G
DICH VU GIAO HANG DEN SlT H A I LONG VA LONG TRUNG THANH CUA KHACH HANG
TRONG THl/CfNG MAI DIEN Tif BAN LE
> v u LE HUY - NGUYEN THj NHA TRANG
T 6 M TAT:
Nghien cihi nham kiem dinh m6i quan he gitfa chat Itfdng dich vu giao hang ldi stf h&i long ciia khdch hang trong djch vu thtfdng mai dien tu" bdn le va giffa stf hai Idng tdi long trung thanh cua khach hang. Nghien ciJu da tien hdnh phan tich dt? lieu thu thap hdp le ttf 384 khdch hang chu yd'u dang sinh sd'ng tai khu vtfc Hdi Phong.
Ket qud phan lich nhan td' khdm phd va hoi quy tuye'n tinh khdng dinh cac nhan to cha'l Itfdng dich vy giao hang co tac d6ng dtfdng tdi stf hai long cua khdch hang va stf hai ldng cua khdch hing cung cd tdc dpng dtfdng tdi long trung thanh ciia khdch hang trong dich vu thtfdng mai dien tiy hdn 16. Nghien ctfu dtfara mgt sd'ham y nham giiip cdc doanh nghiep thtfdng mai dien tu" ban 16 nang cao stf hdi ldng vd tao lap long trung thanh ciia khdch hang.
Tuf khoa: Cha't Itfdng djch vu giao hang, stf hai Idng, long trung thanh, khdch hSng, thtfdng
niai di^nti^bdn 16. *
I. D$t vd'n de
Cilng vdi stf phat tnen nhanh chdng cua khoa hpc va cong nghe, dac biet la dnh htfdng cua cdch mang cdng nghiep lan thif itf da cd nhieu anh htfcing ldi thdi quen va hanh vi mua hang ciia ngtfdi lieu dung. The he ngtfdi lieu dung mdi tai Viet Nam da quan tam nhieu hdn tdi thtfdng mai dien tiy bdn le (e-retailing) va sii" dung nhffng nen tang thtfdngmaidien tffde so sanh, Itfa chpn hang hda.
Tuy nhien. thtfdng mai didn tiy v5n co nhffng han che so \di thtfdng mai Oiiyen thong, dac bidt la van de \c dich vu giao hang, trong dd khach hang se phai chd ddi dd' cd dtfdc hang hda ma hp da dat mua thdng qua cac nen tang thtfdng mai dien iff ban le. De tid'p Uic phat trien va ha'p dan ngtfdi tieu
diing. doanh nghiep kinh doanh ihtfdng mai didn iff can chii trpng phat tnen va cai thidn hoat dong cung cap dich vu giao hang.
LTnh vtfc thtfdng mai dien tff tai Viet Nam dtfdc ddnh gid cao ve tinh ha'p dan va tiem nang phat trien, To'c dp tang trtfdng hang nam ludn dat tren 20% va thupc nhdm nhanh nha't the' gidi (VTV News. 2018). Viet Nam xe'p thtf ttf khu vtfc chau A - Thai Binh Dtfdng \ e mua hang trtfc tuyd'n theo khao sal cua MasterCard nam 2017. Ty Id GM\' (Gross Merchandize Value) tren GDP ciia Viei Nam dat 49. da\ la mffc cao nha't trong khu vtfc Ddng Nam A, cao hdn ca Singapore - nen kinh te phdt trien hdn rat nhieu (Google; Temasek, 2018).
Bao cao ciia Google cung dtf bao nen kinh te
S o i l -Thang5/2020 127
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Internet ciia Viet Nam se dat dtfi?c gid tri 33 ty USD vko nam 2025. Nhffng bi^n phdp gian c4ch -xa h$i d^ phong chong dich SARS-Covid-2 vao nhffng Ihdng diu ofim 2020 cung khuydn khich ngtfdi tieu dilng siirdung vd aii nghidm thtfdng mai didn iff nhieu hdn.
Vdi tiem nfing phdl trien ldn, Hnh vtfc thtfdng mai di0n iff bdn Id tai Vidl Nam da sdmcd stf tham gia ciia cdc doanh nghidp hdng dau khu vtfc. Cdc sdn giao dich thtfdng mai didn tiV bdn Id chinh bao gdm Shopee.vn, Tiki.vn, Lazada.vn cflng vdi cdc ddn vi khdc cd quy md nh6 hdn nhtf Sendo.vn, Adayroi.com. v.v... Mfic dii hap d§n vd da thu hut nhieu doanh nghi$p diu ttf tham gia, sffc^nh tranh gay g^t giffa cdc sdn giao dich thtfdng mai di$n tff cung dd ldm cho nhieu sdn giao dich phdi rut lui (nhtf trtfdng h(fp ctia Adayroi) hay phdi sdp nhap vdo dtfi thii manh hdn (nhtf trtfdng h^p cua Sendo.vn sdp nh§t vdo Tiki.vn). Lazada.vn sau quang thdi gian chi^m ITnh vj tri s6 mOt trdn thi trtfdng cung da ddnh m^t ldi thd^ vd tut lai sau Shopee.vn vd Tiki.vn. Do dd, n^u khdng the tid'p tyc cdi thi^n stf hdi ldng cua khdch hdng vd xdy di^g dtf0c Idng trung thdnh ciia khdch hdng, cdc doanh nghidp kinh doanh thtfdng mai didn tff bdn 16 se khd try vffng trdn thi trtfdng. Mpt trong nhffhg y^u td' chii chd't d^ dat dtfdc stf hdi ldng ciia khdch hdng vd htfdng tdi mtfi quan h^ g^n bd lau ddi vdi hp chlnh Id dich vu giao hdng. Cdi thidn chlft Itfdng djch vxf giao hdng Id Itfa chpn tlft ytfu di cdc doanh nghi$p thtfdng mai didn tff canh tranh thdnh cdng.
2. Ctf sd ly thuytft vk m6 hinh nghidn cihi Da cd nhieu md Hnh ch^t Iffdng dich vu vd day cung Id chii dd nghidn cffu thu hiit stf quan tdm trong nhidu thap nidn gin ddy (Phan Chi Anh &
cdc cdng stf 2013). Trong cdc md hinh chd't Itfdng dich vy, md hinh SERVQUAL (Parasuraman &
cdc e^ng stf 1988) dtfdc chii $ va ffng dung rpng rai trong nhidu Iinh vifc dich vu khdc nhau (Gulc 2017). M$c du vdy, md hinh SERVQUAL van cd nhidu han chd'. Khi can dp dyng vdo vide do Itfdng chfi't Itfdng dich vu cu the ddi hdi phai cd nhffng didu chinh nhd't djnh. Md hinh chat Itfpng dich vy logistics cua cdc tdc gia Stank & cdc cpng stf {1999) vd Stank & cdc cdng stf (2003) da dtfdc phdt tridn tff md hlnh SERVQUAL vd dtfdc tuv chmh cho phil hdp vdi ddc didm cua dich vu logistics.
Djch vy giao hdng Id mpi hoat d^ing logisiics chSng cud'i trong thtfdng m?i didn iff. do dd md hinh chat ItfQng dich \u logistics phu h^p dd dp dung cho
chlTt Itf<ing dich vu giao hdng. Nghien '''^
trdn md hinh cua Slank vd cdc c^ng -' • ' -'•"'/^' xdy dtfng md hinh chCt Itfdng djch vu ^lao hang.
Theo Stank vd cdc cdng s\f (20* i • chd't ltf(?ng dich vy dtfdc phdn chia thdnh ch^t ltfdng ^•^" ^^^
- "operational quality" vd chfi't ltfdng quan htf -
"relational quality". Chtft ltfdng v|n hiinh phan dnh mffc dO tin cdy ciia dich vu; Ch^t Iffdng quan h§
phdn dnh cdc khia canh vd quan hd giffa khdch hang vd ngtfdi cung cSfp dich vu (bao gdm cdc nhfin to chtft Itfqtng dich vu vd ddp ffng, ndng Itfc phyc vy vd ddng cdm frong md hinh SERVQUAL). Fomell (1992) cho thd'y stf hai ldng ciia khdch hdng dtf^c hinh thdnh thdng qua stf tich luy ddnh gid vd trdi nghidm t^ng thd mua hdng vd tidu dilng sdn ph^m, dich vy sau mtft khodng thdi gian.
Mffc dtf hdi Idng ciia khdch hdng cao gidp doanh nghidp dat dtfdc nhffng cdi thidn vd khia canh kinh te, cd thd ktf dtfn nhtf thi phin hay khd nfing sinh ldi (Crossby & cdc cpng stf 1990). Theo Sharma & Lambert (1990), vide lfip lai hdnh vi mua hdng thtf hidn si; ddnh gid tich cffc dtfi vdi sdn phim dich vu vd cd thd dtfdc siJ dung dtf do ltfdng ldng trung thanh ciia khdch hdng. Cd sd 1^ thuytft g^i $ md'i lidn ktft rd rtft giffa sff hdi ldng cOa khdch hdng vd ldng trung thdnh (Fomell 1992).
Do v§y, ba gid thuytft dffdc dd nghi nhtf sau:
HI: Chdt lUtJng vgn hdnh c^a dich vg giao hdng cd tdc d^ng tich cifc d^n stf hdi ldng cda khdch hdng.
H2: Chd't lu^ng quan hi ciia dich vg giao hiing cd tdc dQng tich ct/c d^n su hdi ldng c&a khdch hdng.
H3: S^ hai ldng cua khdch hdng cd tdc d0ng tich cue din ldng trung thdnh c&a hg.
3. Phffdng phap nghidn cihi
Dd tdi chQ ytfu sff dung phtfdng phdp nghidn ctfu dinh Iffdng, cu thd:
- Xdy dtfng bang khdo sdt (thang do Likert 5 bdc tff 1 = hodn toan khdng ddng ^ dtfn 5 = hodn loan ddng J) vdi 13 bien quan sdt, trong dd: cdc thang do chat Itfdng van hdnh dich vu giao hdng (3 bien quan sat ki hieu la 0 I , O 2 v,"i 03) tff thang do gtfc cua Stank & cdc ctfng sff (2003). chat Iffdng quan hd dich vu giao hdng (4 bie'n quan .sdt vdi k!
hidu id Ri. R2, R3 vd R4) tff thang do gS'c cQa Stank & cdc ctfng sff (2003); thang do su hdi ldng ciia khdch hdng dtfi vdi dich vy thtfMr.g mai didn hjf bdn 16 (3 bitfn quan sdt dffdc ki hn •, |^ J l S2 S3) tff thang do gtfc ciia Fomell (I J(>2) va l(^ng
128 Stf U - Ihang 5/2020
u^ng thanh cua khdch hang (3 bid'n quan sdt vdi kihidu lan Iffdt la LI. L2 \a L3) ciing tff thang do gtfc cua Fomell (1992).
- Kiem dinh md hinh vd gid thuyet thdng qua phan mem SPSS phien ban 26.
Dff lieu nghidn cffu dffdc thu thap bdng ban cdu hdi phong van theo phffdng phdp chpn mau ngau nhidn. Phie'u khao sat dtfdc gffi va chia se thdng qua mang xd hpi vd cdc nhdm khach hang mua hdng trffc tuyen tai Hai Phdng iff ngay 18/4/2020 de'n ngay 12/5/2020. Tong cpng cd 390 phie'u ira ldi dffdc thu vd va cd 384 phie'u tra ldi dtfdc giff lai de phan tich sau khi loai bd cdc phid'u khdng hdp lc So ngtfdi trd ldi sinh sd'ng tai Hai Phdng chidm l6\9Q.99c.
4. Ke'l qua nghidn cffu
Sau kd't qud kiem djnh sd bd thang do, bdi vid't da ddnh gid ihang do bdng phan lich mo hinh do Itfdng va hdi quy tuyd'n tinh, nh^m danh gia: do lin cdy cdc bid'n chi bdo, gid trj hpi tu va gia trj phan bi^t.
4.1. Ddnh gid dg tin c4y thang do Kci qud Bang 1 cho tha'y ta't cd cdc thang do trong mo hlnh deu dat ydu ci!u ve dp tin cay. Gia iri Cronbach's Alpha cua cha't Itfdng van hanh, cha't
KINITE
Itfdng quan he. stf hai long \ a long tmng thanh deu cd gid tri tff 0,7 trd nen va cao hdn mffc ydu cau 0.6 (Nunnally & Bemstein, 1994). Gia tri ttfdng quan bien tong cua tai ca cac bie'n quan sat deu cd gid tri Idn hdn 0.3. Gia iri Cronbach's Alpha ne'u loai bo moi bid'n quan sat deu nhd hdn gia tri Cron- bach's Alpha ciia bie'n long, do dd ta't ca cac bid'n quan sat deu dffdc giff de' phan tich tie'p. Viec loai bd bat k) bie'n quan sat nao deu khdng giiip cai thien gid tri Cronbach's Alpha. (Bang 1)
4.2. Ddnh gid phdn tich nhdn to'khdm phd De danh gid gid tn hpi tu va gia tri phan biet ciia ihang do. nio hinh dffdc dtfa vdo phan tich nhan td'kham pha. Phep kiem dinh KMO va Bar- lett dffdc thtfc hidn de danh gia stf phu hdp ciia md hinh vdi vide phan tich nhan to' kham pha.
Ke't qua phep kiem dinh KMO dat gid tri 0.922 dap ffng mffc yeu cau de ihtfc hien phan lich nhan to' kham pha la 0,5. Vdi phep kie'm dinh Barlett, gia tri Sig. la 0.000 dap ffng ydu cau nhd hdn 0.05. Nhtf vay, mo hinh phii hdp de' dtfa vao phan tich nhan td'kham pha,
Trong phan lich nhan to' khdm phd, phtfdng phap trich xua'l nhan to' PCA vdi phdp xoay Varimax dtfdc Itfa chon nhdm dat ktfl qua trich
Bdng 1. Ke't qua phan tich dp tin cgy cija thong do
Scale
Operational Quality
Relational Quality
Satisfaction
Loyally
Cronbach's Alpha
0.778
0857
0 827
0865
Observable Variables
0 1 02 03 RI R2 R3 R4 S1 S2 S3 L1 L2 L3
Scale Mean if Item Deleted
8.71 8 64 8 46 1211 12.24 12 25 12 30 7.90 818 8 00 8.02 8.08 8.39
Scale Variance if Item Deleted 2 086 1.992 2.186 4.910 4.577 4 866 4 816 1 853 1 808 1.799 2 462 2.315 2 467
Corrected IterrvTotal Correlation 0.602 0.638 0.603 0.629 0.798 0.718 0 666 0 671 0 706 0.674 0.720 0.824 0.690
Squared Mult'pte Conejation
0.364 0.408 0.366 0.438 0.652 0 567 0.455 0.453 0 498 0 457 0 572 0.681 0.511
Cronbach's Alpha if Item Deleted
0.713 0.672 0 712 0 849 0.777 0.811 0.833 0.773 0.739 0.771 0.831 0.735 0 860
Nguon: Ke'l qud pbdn tich dd Ueu ciia nhdm tdc gid
So 11 -Thong 5/2020 129
i«rticlKTi«iK
phtfdng sai nhidu nh^i cd thd. Td't ca cdc bid'n quan sdi ciia ca bid'n phu ihupc va dpc lap ddu dtfdc dffa vdo trich xu^t. Kd't qua phdn tich cho phdp trich dtfdc 51,997'5t phtfdng sai vdi btfn nhan ttf. Td't cd bitfn quan sat ddu cd gid tri trpng stf nhdn (tf ldn hdn 0,4 hpi ty phii hdp vdi md hlnh 1;^
thuytft. Tuy nhidn, hai bitfn R3 vd R4 ddng thdi cd trpng so nhdn to ldn hdn 0,4 tai hai nhdn ttf va chdnh Idnh trpng stf nhdn ttf nhd hdn 0,3, ndn chtfa d^t gid tri phdn bitft.
Sau khi xQ* ly, cd hai bitfn quan sdt R3 vd R4 ddu bi loai vd md hlnh dtf^c thtfc hien l^i phdn dch nhdn ttf khdm phd. Md hlnh van dat ydu ciu ciia phdp kidm dinh KMO vdi gid tri 0,902. Trong phdp kidm dinh Barlett, gid tri Sig. van dat 0,000 vd ddp ffng ydu clu nhd hdn 0,05. Sau khi thifc hidn phdp xoay, tdng phffdng sai trich dff^c dat 51,556% va ddp ffng yeu clu cao hdn 50%. Ma tran xoay nhdn ttf cd ktft qud dtfdc trinh bdy trong Bdng 2 vdi cdc trpng stf nhdn ttf nhd hdn 0,4 da dtfdc lo^i bo.
Bdng 2. Kfiit qu6 ma tr$n xoay nhdn t5
03 03 RI R2 SI S2 S3 L1 U i|3 \ :•
---
.174 849 7S9
.952 .738
880 .782 .761
846 .715
Exfractlon Method: Principal Component Analysis.
Rotaflon Helhoil. varimax with Kaiser NoimaUzatlon a Rotation converged In 7 tteratlons-
Nguon: Kei qud phdn tich dd lifu ciia nhom Idc gid
Nhtf va\. cdc thang do ciia cdc khdi nidm trong md hinh ly thuytfi ddu dtfdc chd'p nhan. De tid'p tuc phdn tfch kiem dinh gia thuyei nghidn cffu, cdc bid'n dai OQ (trung binh cila bidn 0 1 . 02 vd 03), RQ (trung binh cua bitfn RI, R2i. SA (trung binh ciia bid'n SI. S2. S3| va LO (trung binh bitfn LI, L2.L3)dtf*?c sff dung.
4.3. Kiem dinh gid thw^t
Phdp hdi quy hjytfn tinh da bitfn diAic ihffc hi$n vdi 2 bitfn dOc I$p Id OQ, RQ vdi bKn phu thutfc Id SA. Ktft qud hdi quy cd gid tri R binh phtfdng hidu chinh d^t 0,376, cd nghia Id yi.tr< sff thay ddi 5 stf hdi ldng cffa khdch hdng dtfdc giai thich bdi hai bitfn chS't ltfdng vdn hdnh vd chd'i Iffdng quan hd ctia dich vu khdch hdng. Kd't qua phan tich ANOVA cung dat Sig. bing 0.000 ddp ffng ytfu clu nhd hdn 0,05. Hd stf hdi quy dff^c irinh bdy trong Bdng 3.
Gid tri khuytfn dai phtfdng sai VIF cJa cd hai bitfn OQ vd RQ ddu Id 1,648 vd nhd hdn 2,2, do dd khdng cho thd'y cd hidn ttfdng da ctfng tuytfn trong md hlnh hdi quy. Gid tri Sig. cila cd bitfn OQ vd RQ ddu nhd hdn 0,05 do dd cd J nghTa thtfng kd.
Hd stf hdi quy ciia hai bitfn OQ vd RQ ddu dtfdng nen gid thuytft HI vd H2 dtfdc khUng dinh. ChS't ltfdng v^n hdnh va chd't Itfdng quan h$ ciia dich vu giao hdng ddu cd tdc dpng tfch ctfc tdi stf hdi Idng ciia khdch hdng trong thffdng ra^i di$n tff bdn Id.
Dd kidm dinh mtfi quan hd giffa sif hdi ldng ciia khdch hdng vd ldng trung thdnh, md hlnh hdi quy tuytfn tinh ddn bitfn vdi bitfn dtfc Idp Id SA va bitfn phy thutfc Id LO. Md hinh hdi quy dat gid tri R binh phffdng hidu chinh 0,506 cd nghia Id 50,6% sff thay ddi cua ldng trung thdnh dffdc giSi thich bdi sff hdi long c^a khdch hdng. Ktft qud hdi quy cung ddp ffng ydu clu cua phan tich ANOVA. Hd stf hdi quy chi^ chuIn hda dat 0,828 > 0 vdi mffc Sig. Id 0,000 dat mffc J nghia thong kd. Nhtf vdy, gid thuytft H3 dtfdc khIng dinh, theo dd stf hdi ldng ciia khdch hdng cd tdc dpng tich ctfc tdi ldng trung thdnh c6a khdch hdng frong thtfdng mai didn tff ban Id.
5. Ktft Iu§n v^ mtft stf hkm y
Ktft qud nghien cffu vdi mSu 384 khdch hdng sff dung dich vu thffdng mai didn tff bdn Id cho tha'y, cd chd^t Itfdng vdn hdnh vd chat Iffdng quan he c6a dich vu giao hdng deu cd tdc dtfng dtfdng tdi sff hai idng cfia khdch hdng trong thtfdng m^i didn tff bdn Id; Chat Itfdng quan he cua dich vu giao hdng cd tdc dpng tich ctfc mainh hdn tdi stf hdi Idng cua khdch hdng hdn ch^t Itfdng van hdnh; Stf hdi ldng ciia khdch hdng cd tdc dong tich ctfc dd'n ldng trung thdnh ciia khdch hdng. Ktft qud nay Jam cd sd nil ra mOt stf hdm J dtfi vdi cdc doanh nghigp irinh doanh thtfdng mai didn tff bdn Id, cu ihe nhir sau-
- Mffc dtf canh tranh khtfc lidt irong linh vffc thtfdng mai didn tiir bdn Id d Viet Nam ddi h u ^
130 Stf n - Thang 5/2020
KINH TE
Bdng 3. H9 sd' h6i quy tuyen tfnh bien d p c lap OQ, RQ va bien phu thupc SA
Coafncicnts*
Model
1 (Constant) 0 0 RO
Unstandardrzed Coetncients B
1530 238 .354
Std Error t72 049 .043
Standardized Coefficients Beta
.252 426
t 8 890 4 858 8231
Sig 000 000 .000
Collineanty Statistics Tolerance VIF
.607 1 648 .607 1 648 a. Dependent Variable: SA
doanh nghiep can tap trung nhieu hdn de' cai thien chat Itfdng dich vu giao hdng. Khia canh chat Itfdng quan he cd tac dpng manh hdn ldi stf hdi 16ng cua khdch hing nen can nang cao cdc hoat dpng cham s(ic khdch hdng, cho phdp khdch hang c6 the ttfdng tdc nhieu hdn vd kiem sodl td't hdn tinh trang thtfc hien hoai dpng giao hdng. Ben canh vide sff dung dich vu giao hdng ciia cdc do'i tdc cung ca'p djch vu chuyen phdt, cdc doanh nghidp c6 the ttf phdl inen vd van hdnh dich vu giao hdng tai mpt so'thi trtfdng chinh irong ntfdc de dam bdo mffc chat Iffdng dich vu cao.
- Bdn canh vi^c cai thien cac khia canh ciia chal Itfdng van hanh, cac doanh nghiep can chii y ldi viec dao tao vd hua'n luyen nhan vien giao hdng, nhan vien long dai de cd thai do cung cap
\gu6n Ket qua pbdn licb dif lieu ciiu nhom ldc gui
dich \'u \a giao tid'p lot hdn vdi khdch hang. Cac tien ich de khach hang giam sat hanh trtnh giao hang cung nen dtfdc cai thien. cung cap kip thdi va day dti thdng tin cho phep khach hang thu xe'p cong viec va thdi gian thuan lien tiep nhan hoat dpng giao hang.
Cud'i cung, mac diJ nghien cffu da dat yeu cau ve c3 mau de titfn hanh kiem dinh, nhtfng da so ngtfdi tra ldi chi sinh .sd'ng tai TP. Hai Phong vii phan ldn cd do tuoi tff 18 tdi 25. Vi the', tinh tdng quat hoa ciia md hinh nghien ctfu cd the chtfa cao.
Trong thdi gian tdi, nghien cffu can dtfdc tie'n hanh vdi stf tham gia cua khach hang sii' dung thtfdng mai dien tff 6 nhieu dia phtfdng khac, dac biet nhffng thi trtfdng trpng diem nhtf Ha Ndi vaTP. Ho Chi Minh •
T\IL15UTH\>1KHA0:
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Kinh te vi Kinh doanh I (29): 11 -22.
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Journal of Mai kciing. 54( 3). 68-81.
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4 Gulc.A (20171 MuiL-K and Methods of Measunng the Quality ofLogislicSenice.Prac^^fafnjjmcfnfi^, 182.
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? Nunnally. J.C. and Bemstein. l.H. (1994). The Assessment of Reliability. Psychomeiric Theory. 3. 248-292 DOI: neu ai hoac website lap chi.
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7. Shamia. A. and M Lamben Douglas (19901. Segmeniation of Markets Based on Cuvioi ' ' Intemaiinnal Journal of Ph\ ^ical Disinhulicm & Logistics Managemeni. 20(7), 19-27.
S.SlJiik.T P..etal (1999i Elftciof vt.T\ice.supplierperformanceonsali.staction Jiid ki>jll\ of Mnii. , c i ^ i n Ihe I jNi food 'industry. Jniimal of Operations Management /""(41 429-4-17
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Nga>nh§n bai: 15/5/2020
Ngay phan bidn danh gia va sffa chffa: 18/5/2020 Ngj> chd'p nh^n dSng bai: 20/5/2020
Thc'mg tin tdc gid:
l.ThS.vCl.KHUY
Khoa Kinh td', Trffdng Dai hpc Hang hai \wt Nam 2. ThS. N G U Y I N T H I NH V TRANG
Khoa Kinh tc, Trffdng Dai hpc Hang hai Vidt Nam
RELATIONSHIPS BETWEEN DELIVERY SERVICE QUALITY AND CUSTOMER SATISFACTION,
CUSTOMERS SATISFACTION AND CUSTOMER LOYALTY IN E-RETAILING
• Master. VU LE HUY
Faculty of Economics, Vietnam Maritime University
• Master. NGUYEN THI NHA TRANG Faculty of Economics, Vietnam Maritime University
ABSTRACT:
This research examines the relationship between delivery service quahty and customer saiisfaction and the relationship between customer saiisfaction and customer loyalty in e-relaiUng. This research u as conducted by analyzing data collected from 384 customers with majority of respondents living in Hai Phong City.
The Exploratorv' Factor Analysis (EFA) and Unear regression analysis reveal tt the dcli\cr\ scr\icc qualil> ptisiiively affects the customer satisfaction and the c er satisfacuon also has a posili\e impact on the customer loyally in e-relailing. Based
findings, the research proposes some imphcations to help e-retailing companies impn customer satisfaction and loyalty.
Ke>-words: r)eH\ cry service quality. satisfaction. loyalty, e-retailing.
132 So 11 -Thang 5/2020
