A Study on Customer Satisfaction towards Vietnam Supermarket Offline to Online Business Model

• Main Authors: Van-Tien Luu, 劉文進
• Other Authors: Dr. Echo.Huang
• Format: Others
• Language: en_US
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/84524825022770216732

碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 105 === Today, due to the explosion of the internet and the rapid development of information technology, as a result, a new business model was born with the name O2O E-commerce (Offline-to-Online or Online-to-Offline E-commerce) which offers to customer a convenient, quick and economical shopping channel. But on the other hand, the competition to attract more customers and satisfy them seems to become more drastic. Therefore, the problem to be solved is that businesses have to figure out how to make customers more satisfied with the new platform. In addition, application of the new channel heavily depends on the level of economic development of each country, each market in which it operates. For that reason, there are a lot of barriers which enterprises have to learn more as well as do more research in order to make the best business plan for the market. The purpose of this study is to analyze the influence of the quality of services from offline to online (O2O) on customer satisfaction in the supermarket chains based on the actual situation of Vietnam. Besides, total of 250 participants from Vietnam are collected to complete the survey items. Finally, all the data will be tested by using the two common softwares SPSS 20 and SmartPLS 3.0, then base on the results to offer recommendations to supermarkets.