An Investigation Of Customer Loyalty In E-Commerce A Case Of Lazada Vietnam

Abstract

Shopping online has become a central aspect of everyday life in modern societies. In Vietnam, in recent years, electronic commerce market has attracted many domestic and foreign investors to do business in this field such as Lazada.vn, Zalora.vn, Nhommua.vn, Muachung.vn, Sendo.vn and so on. According to report of VECITA (2014), Vietnam electronic ecommerce market is a potential business sector with the number of electronic websites is increasing annually. Obviously, the big challenges for online businesses is surviving and expanding market share in this fiercely competitive market. The capacity to attract and retain customers is vital key to the success of online business. Indeed, developing some strategies to enhance customer loyalty is needed to maintain a successful electronic commerce website (Koshy 2008). Because of the necessary of maintaining customer loyalty, the researchers do this study to identify critical factors that improve customer loyalty in Vietnam electronic websites as well as in the context of Lazada.vn. This thesis examines the application of theories in by developing a proposed research model. And then the authors use some research methods analyzing data to find out the practical meaning in Vietnamese electronic commerce market. This study shows that Web design, Ease of use, Responsiveness, and Assurance factors have significant positive influence on customer loyalty of an electronic commerce site. In another words, it is worthwhile for companies to use their resources by focusing on four vital factors for customer loyalty. Additionally, The study helps to close a gap in the literature by employing a service quality – customer loyalty model to identify which service quality components have an influence on user loyalty to online providers.