122.1.1.The concept of e-commerce platforms...122.1.2.The concept of Delivery service on e-commerceplatforms...142.1.3.The concept of Customer satisfaction and its significancein Shippin
INTRODUCTION OF THE RESEARCH TOPIC
Introduction of Delivery Service
Electronic commerce (e-commerce) is no longer a new phenomenon in developing countries including Viet Nam According to the e-Conomy SEA
2019 reported by Google and Temasek, the size of Vietnam's e-commerce market in early 2020 reached 5 billion USD, the growth rate was up to 81%. Furthermore, the number of people participating in online shopping on e- commerce platforms also skyrocketed In 2019, the whole country had 39.9 million people participating in online shopping, indicating that there was an increase of 11.8% compared to 2018 and nearly doubled after only 3 years (ECOM, 2019) Thus, online shopping value per capita also reached 202 USD, up to 8.6%.
Along with the high growth rate of e-commerce, the year 2019 has witnessed the strong development of logistics services, last mile delivery and order fulfillment According to a survey by the E-commerce Association (2019), Vietnam has more than 50 large and small fast delivery enterprises and this number has increased tenfold over the past five years Moreover, the year 2019 witnessed the strong development of a number of logistics enterprises such as Ninja Van, Ahamove, J&T Express, GrabExpress combined with e-commerce platforms to make deliveries quickly and receive positive feedback from e- customers.
In addition, some previous studies revealed that the roles of shipping service may include the following ones: (1) to increase the value of customers and suppliers; (2) to increase market share; (3) to make it possible for mass- customization; (4) to influence positively on customer satisfaction; (5) to provide competitive advantages (Kang et al., 2009) Accordingly, the importance of the shipping service quality has kept growing under the fierce competition Thus, the new trend would be more toward realizing the importance of the shipping service quality and accomplishing the distinction from other delivery carriers.
One issue that needs attention is the effect of e-commerce delivery during the epidemic season E-commerce platforms compete with each other very fiercely, but the distinctive feature of one of the successful e-commerce platforms is shipping goods during the epidemic season All factors need to be considered in the external environment, especially the Covid pandemic, to be able to evaluate in the most objective way.
The reason for choosing the topic
The strong development of online shopping and online sales channels not only opens up great opportunities but also huge challenges for delivery businesses. Dissatisfaction with the delivery experience is a fairly common occurrence in e- commerce in Southeast Asia According to research by Parcel Perform & iPrice Group (2019), up to 34.1% of e-commerce users in the region are still not satisfied with the quality of the parcel delivery service they received In Vietnam, on average, it takes 5-6 days for products to be delivered to buyers, becoming the second slowest transaction speed in the region The quality of the delivery service is often not well determined by many objective factors (such as weather conditions, traffic infrastructure ) and also subjective factors (quality of means of transport), transportation facilities, yards, accidents, etc.) make a significant impact on the stability of cargo transportation.
Seeing those drawbacks in delivery services in the Vietnamese market, as a result, we conduct this survey to help individuals and organizations who take part in the e- commerce market to have a deeper understanding of their customers so that they can improve their parcel delivery service quality So far there has been a lot of research on logistics service quality and customer satisfaction but only a few studies specifically on the relationship between delivery service quality and customer satisfaction from the customer's point of view Noting that online transactions have multiple phases but, in this research, we just focus on five notable factors in delivery services, which influence Vietnamese satisfaction toward online purchasing, namely shipment tracking, delivery speed, shipping cost, order accuracy, order quality and delivery staff quality Explicitly, we want to indicate that efficient delivery is a key factor in creating a positive customer satisfaction and in return, it has a major impact on buyers purchasing intention.
Research is conducted to solve 3 main problems:
Analyze the level of customer satisfaction based on the quality assessment of the delivery experience.
Determine the efficiency of delivery services in e-commerce platforms.
Proposed several measures to improve the efficiency of shipping services on e-commerce platforms.
But on the other hand, during the epidemic season, the transportation service had a breakthrough The demand for transporting people's goods to Ho ChiMinh City (HCMC) and southern provinces is still at a prominent level,especially for food and dry goods In the context of transportation facing many limitations due to the influence of the Covid-19 epidemic, the Post Office is still the delivery channel trusted by customers to choose and rest assured to use the service For goods that are fruits, vegetables, processed foods such as mooncakes, rice cakes, dried or liquid foods, etc., excluding fresh and frozen goods, the unit has established regulations The process of acceptance, priority operation, transportation through the airlines' own food trucks and separate delivery in accordance with the characteristics of the goods to ensure the target of transit time, postal safety as well as quality of goods during transportation. Besides, the government is also creating favorable conditions for this service industry in Vietnam to develop even during the pandemic From 0:00 on July
30, 2021, there will be no inspection at the epidemic control points for vehicles with identification papers with QR Codes to transport goods for construction, production, business, import and export, and consumption (except for goods banned from production and business according to regulations) on all highways, national highways, provincial roads, inter-district roads, urban traffic nationwide That is the direction of Deputy Prime Minister Le Van Thanh in Document 5187/VPCP-CN dated July 29, 2021, on facilitating the transportation of goods during the COVID-19 pandemic.
The document states that, following the direction of the Prime Minister in Document No 1015/TTG-CN dated July 25, 2021, to facilitate the transportation of goods during the COVID-19 pandemic, Deputy Prime Minister Le Van Thanh has the following comments: Do not check at the epidemic control checkpoints for vehicles with an identification certificate with an expired QR Code issued by the transport industry to transport goods for construction and production, trade, import-export, consumption (except for goods banned from production and business as prescribed) on all highways, national highways, provincial roads, inter-district roads, urban traffic on a national scale.
In case the vehicle does not have an identification certificate with QR Code, or has it but the time limit has expired, the medical declaration and certificate of test results with SARS-COV-2 will be checked for people on the vehicle.
In epidemic-affected areas, the People's Committees of provinces and centrally run cities shall proactively take measures to separate traffic flows and organize appropriate traffic to minimize the number of vehicles entering the urban center to prevent and control the epidemic, but must protect ensure smooth transportation, circulation, and distribution of goods through the area. The Deputy Prime Minister asked ministries, ministerial-level agencies, Governmental agencies, People's Committees of provinces and centrally run cities to focus on leading and directing the implementation of the above contents from 0:00 on July 30, 2021; proactively handle arising problems, in order to ensure absolute safety in epidemic prevention and control, and promptly report to the Prime Minister any issues beyond their authority.
To conduct research objectively, it is necessary to survey the problems of survey participants and their feelings when they are really in the epidemic The transportation service industry in Vietnam may have many limitations and needs to find out the causes to overcome, but it is also necessary to understand the development and success of this service industry through each period:before the epidemic – during and after translation.
The overall scope of the topic
The study mainly focuses on the impact of perceived quality, perceived price and perceived value on transportation services and the relationship between perceived price and perceived quality Therefore, as one of the biggest potential market segments for this transportation service industry, the appropriate audience for the study would be university students currently living in Ho Chi Minh City and Households with online shopping needs need transportation services It can be mentioned the form of buying directly at the store, but having the staff ship it back, or the most usual form is the online form through e-commerce platforms or social networks.
A total of 272 respondents participated in the survey from January 2022 toMarch 2022 However, due to the validity, reliability, and generalizability of the study, only 265 responses were considered used for analysis in this study.
Research methodology
Questionnaire construction: The purpose of this paper is to examine the direct impact of perceived quality and perceived price on repurchase intention along with the indirect relationship between these variables through perceived value. Furthermore, this study also investigates the effect of perceived price on perceived quality To test the proposals, a field survey using questionnaires was carried out.
Sampling design and data collection:
Step 1: Researcher gathers, and reviews related articles From there, the researcher assigns a list of potential factors to be analyzed in the study. Based on that list, hypotheses and conceptual frameworks of the study are formulated.
All sampling methods aim to obtain a sample that is representative of the entire population When choosing a sampling method, it is necessary to understand the study population’s characteristics to determine a representative observed sample size and to make a relatively accurate assessment of the population.
In the study, it is impossible to observe all the individuals in the population, but only select a sufficient number of representative individuals, also known as the experimental sample The method of sampling is particularly important, because it is related to the variability or uniformity of the sample. There are two methods of sampling: (1) Non-probability sampling (which does not pay attention to uniformity) and (2) Probabilistic sampling (referring to uniformity).
Step 2: In this step, the researcher decides the scale for this study with sample selection requirements and sample size An appropriate sampling method is also chosen for data collection by quantitative research, that is, convenience sampling.
Step 3: Next, the researcher begins to create a survey questionnaire The questionnaire consists of two parts: personal information and factor analysis. All questions in the questionnaire must be carefully tested to the appropriate scale.
Method of using questionnaire - answer in writing
A questionnaire is a series of questions written or designed by the researcher to be sent to the interviewee to respond to and to be mailed back to the researcher. Using questionnaires is a common method to collect information from respondents to simple questions The responses were sent by mail between the remote interviewee and the researcher To collect accurate information through this method, it is necessary to raise the right questions and think about the problem to be researched before completing the questionnaire design Often researchers have quantitative hypotheses with variables.
Questionnaires are a good method of gathering information if:
The problem is well-defined (good hypothesis) and does not change throughout the study.
All questions have predictable answers.
A range of possible answers is known in advance.
The questions are mostly related to facts, quantities, or objects.
There are many questions that some respondents prefer to answer more anonymously.
Researchers like to analyze numbers.
• Step 4: The researcher conducts the survey online, which has the advantage of convenience and time saving Some measures to stimulate interviewees.
Actively motivating interviewees is the most effective way to accomplish the purpose and is especially important in research before formal research questions are asked The researcher may also emphasize the fact that the interview provides valuable information that he or she gains that is not available elsewhere.
Another way to motivate others is to cause as little annoyance as possible to the respondents in the questionnaire Therefore, the questionnaire and the questions should not be designed too long, making the respondents afraid and feel uncomfortable to answer or the questions should be presented briefly and clearly.
Significant of study and the urgency of the subject
The knowledge gained from this study should suggest the essential behavioral changes that need to be made in the production and marketing activities of corporations considering the importance of transportation services in meeting and exceed customer expectations The business implications suggested in this study will therefore be an excellent tool in the context of creating valuable and beneficial relationships with customers For researchers, this article will also contribute to exploring fundamental areas and enhancing their prior knowledge as there are many practical implications to be generated from the research. Regarding the economic status of Vietnam 1 year after the epidemic, it is worth investigating The economic situation shows signs of recovery but very slowly.
It can be seen that the pandemic has promoted planned and intentional shopping and shifted towards sustainable and reasonable consumption TheCovid-19 pandemic with its complicated and difficult-to-control developments has severely affected all global economies The percentage of people who shop online is directly proportional to the number of people using shipping services around the world and during the pandemic this is a substantial number.However, after that, these services were reduced in quality because the economy was just recovering, and people were quite focused on selling and shipping goods rather than satisfying customers in service attitude This issue needs of actual investigation and consideration.
Contribution of the research and method of
The findings of this study will have important implications for the development of theoretical fields in different respects In previous research, scholars tend to focus more on the indirect correlation between the perceived quality of the customer's transportation service under the mediation of perceived value while the perceived price for this buying behavior is often ignored In addition, the number of previous studies that identify and show the direct impact of both perceived quality and perceived price on transportation services is relatively small In this regard, the reciprocal relationship that exists between perceived quality and perceived price has also not been thoroughly examined in previous studies Recognizing areas of untapped potential, the study examines the essential links between perceived price, perceived quality, perceived value, and transportation service more holistically, particularly under the perspective of university students, who is rarely taken seriously, is the main subject for further scrutiny in previous research on the subject.
Moreover, because this study was conducted in Vietnam, where there is a special socio-cultural background and a lower standard of living compared to other developed countries, the results show that there are significant differences compared with previous studies Not to mention, previous studies often analyzed the impact of repurchase intention in the context of products that are not technological devices such as smartphones, which is considered limited in research application As a solution to these problems, the findings of this study help create empirical support for expanding existing frameworks and uncovering new findings for the academic field The area requiring the survey is Ho Chi Minh City, the city with the highest concentration of labor force inVietnam, also the city with the highest shopping rate in the country.
Apart from the introduction and conclusion, there are three other sections In the second section, we define key terms through our literature review and then propose a conceptual model Following this, we describe the procedure used during our examination and analysis within the methodology Then we present the research results and discuss the practical and theoretical implications in section four Finally, concluding considerations and main directions of future research are presented in the final section.
LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT
Theoretical background and conceptual framework 12 1 The concept of e-commerce platforms
2.1.1 The concept of e-commerce platforms
Because of the rapid advancement of information technology, particularly the 4.0 revolution, E-Commerce has become an unavoidable development trend of the times E-commerce is an abbreviation for Electronic Commerce; it is a broad term for the field of e-commerce, which includes online purchasing and selling This is the method of distributing things and purchasing or selling products via the internet E-commerce is becoming a trend in the trade market due to the rapid growth of information technology E-commerce has now become a key component and a must for many players.
The eCommerce concept enables consumers to exchange a wide range of market products At any particular time, it can cover a small region or the entire world This is a significant distinction from typical retailers.
However, certain standards must be met to develop an eCommerce platform. The first criterion is the ability to control inventory Inventory management is essential in the company to avoid shortages and excesses, which both have financial consequences Furthermore, eCommerce platforms require the ability to categorize goods Customers profit from this by saving time and being as efficient as possible when shopping and selecting things An eCommerce platform must also offer offers, promotions, and payment connections This is one of the most effective marketing strategies while doing company online It will be a significant advantage for a commercial platform to have remarkable features in advertising formats Finally, the ability to assess data and evaluate products These will be important metrics to make it easier for customers to understand the products on sale.
The significance of e-commerce platforms in Vietnam.
E-commerce services play a significant part in today's society It is widely used and developed throughout the country As can be seen, e-commerce allows firms to overcome geographical obstacles allowing customers to purchase things at any time and from any location Additionally, it enables vendors to build online stores for all clients to visit and shop This raises the number of goods purchased by stores, which benefits the economy as a whole. Furthermore, the E-Commerce sales form allows buyers and sellers to contact one another immediately, allowing for unlimited engagement Moreover, e- commerce offers sales cost savings by eliminating repetitive sales processes, resulting in a lower price for the buyer In overall, this is a method of optimizing each stage of the manufacturing and service delivery processes. Those roles have emphasized the importance of eCommerce in this 4.0 technology era Before the explosion of the 4.0 revolution, information technology developed rapidly This has pushed Ecommerce to become the development trend of the times.
Additionally, e-commerce provides numerous advantages to customers To begin, all trading operations on the electronic market are not geographically or chronologically constrained Sellers can "open their doors" 24 hours a day, 365 days a year Meanwhile, customers can purchase things at any time.Furthermore, unlike traditional brick-and-mortar establishments, the e- commerce sector will allow customers to conduct cross-border purchases As a result, purchasers can freely exchange/purchase products/services Not only that, but the e-commerce platform helps small businesses save money by lowering operational costs and making shop management easier Of course,while shopping online, it is essential for promotions and discounts Offering things at "discount" while maintaining quality helps to draw clients rapidly. Finally, all products in E-commerce are clearly and precisely shown All critical information is supplied in its entirety Customers will have a more intuitive and accurate view of each product/service as a result As can be seen, this is a very promising business sector for businesses, as well as an appealing online shopping center.
2.1.2 The concept of Delivery service on e-commerce platforms
Even if shipping services existed before e-commerce, there were still many enterprises to support and low demand for home delivery The e-commerce boom increased consumer interest in online shopping, which increased freight demand significantly and changed courier services into a conduit between businesses and customers When the vendor is unable to meet the buyer in person, delivery is the last step in getting the items to them.
E-commerce shipping is described as a system for automating logistics procedures and delivering integrated fulfillment and supply chain management services to parties involved in the delivery process from start to finish. Requesting a quote, shipping, and tracking are standard electronic delivery methods.
The implementation of an effective e-commerce shipping strategy is one of the critical acts that will have a significant impact on the growth of the Vietnamese economy and shipping units E-commerce has either simply connected multiple carriers and provided a wide choice of delivery options in recent years, or it has participated in pricing rivalry to differentiate itself and generate revenues The distribution strategy for your online store should be set up so that customers can readily utilize the service You can boost revenue and customer happiness by completing this process.
The significance of delivery service on e-commerce platforms.
Express delivery services are becoming increasingly important and have a substantial impact on economic development, according to the current global growth trend Economic growth has resulted in a profusion of stores offering a diverse range of services and products People's thirst for products and services is growing rapidly Express delivery service has constantly evolved and grown in popularity to maximize the time spent browsing for products and bringing utilities to consumers' demands.
Domestic express delivery service expansion has resulted in higher revenue for retailers and distributors Shops can reach potential clients throughout the country and promptly deliver goods to them Furthermore, with same-day delivery service, clients may buy goods on e-commerce sites and receive them soon, which has generated an expanding online shopping habit, resulting in the industry's growth and development eCommerce The delivery firm serves as a mediator between the vendor and the buyer From there, online buyers will be more confident when shopping online, giving businesses and suppliers peace of mind when selecting shipping services.
As a result, transportation not only serves the purpose of transporting goods from seller to buyer, but it also plays a significant role in consumer decision- making Furthermore, client loyalty is affected by the shipping experience, which has a significant impact on your company.
2.1.3 The concept of Customer satisfaction and its significance in Shipping services
Satisfaction is a subjective evaluation of customers about service quality based on their expectation (Dwi et al., 2018), or the fulfilment of some need, goal or desire (Dwi et al., 2019) Each customer will have different perceptions,emotions, and demands about service quality when they receive it If the customer feels that the product or service's performance is greater than their expectations, they are satisfied Customer satisfaction gives numerous advantages because satisfied customers are less price sensitive, purchase extra items, have smaller competitive influences and remain loyal for longer Due to the intangibility, heterogeneity, inseparability, and inability to store in the services’ characteristics, making it difficult to evaluate and measure, thus, it is necessary to identify the factors affecting service quality and thereby classify, measure, control, and improve customer satisfaction In this survey, customers are those who have been using delivery services on e-commerce sites in Vietnam.
Service quality is the provision of service which meets or exceeds customer expectations (Yang et al., 2017) In addition, the expected service of the customers must be compared with perceived service to assess customer satisfaction with service quality (Rahimet et al., 2015) Delivery service quality and customer satisfaction have reciprocal and close relationships with each other Scholars discover that delivery service quality is an important contributor to customer satisfaction and attracting new users (Rocío et al.,
2015) Obviously, many sentiments and documents on logistics and supply chain management highlighted the role of delivery services in e-commerce transactions through a wide variety of theoretical and experimental models (Table 1: Delivery factors influencing customer satisfaction).
The SERVQUAL model is widely noticed and applied in many different service areas However, the SERVQUAL model still has many limitations and requires certain adjustments to apply to the measurement of specific service quality The logistics service quality (LSQ) model of the authors (Mentzer et al., 2001) has been developed from the SERVQUAL model and is customized to suit the characteristics of logistics services The authors advanced that LSQ under B2B circumstances should consist of nine dimensions: personnel contact quality, order release quantity, information quality, ordering procedure, order accuracy, order condition, order quality, order discrepancy handling, and timeliness LSQ is also known as a crucial success element and a differentiation tool, measuring the level of e-customer satisfaction and their retention rate (Nebojša et al., 2020) Delivery service is a last mile logistics operation in e-commerce, so the LSQ model is suitable to apply to delivery service quality Based on the model of (Mentzer et al., 2001), this study develops a measurement scale from the perception of the delivery process into five dimensions and customer satisfaction.
2.2 The situation of delivery service on e-commerce platforms in Vietnam
Previous research
Table 1: Delivery factors influencing customer satisfaction
Methodol ogy Influencing factors Dependen t Variable Findings
Availability, Product quality and condition), Delivery time, Shipping cost,
Delivery Reliability, Consumer complaints and return policy, Information quality.
Based on the LSQ proce distinguish 3 dimensio logistics and applied th method to indicate positive impact of 7 var on customer perception satisfaction.
Quantitativ e method, using both direct and
Using theory of rea action (TRA) to explain o purchasing attitude investigate how de25
Competency), Carriers’ reputation. attitude to purchase intention. service offered by ret influence Millennials. authors also shed light o moderating influence carrier's reputation on trust to attitude linkage. Asif Ali, Jaya
Structural model and hypothesis testing
Price average, Delivery quality, Perceived value
The results show that perceived price changes low to high, custo associate value changes high to low, indicatin inverse relatio
Moreover, customers likely to repurchase i retailer offers su delivery quality. Tat Chan,
The authors discovered the longer the delivery26
, satisfaction to Repurchase s the lower the score cons evaluation The survey demonstrates that delivery service satisfa leads to a greater repur rate.
Low distribution charges, Low transit time,
Effective payment method, information technology
The results revealed th logistic consumer satisfa has a positive linkag cheap distribution cha low transit time, eff mode of payment information technology.
Communication service quality, Delivery service quality, After-sale service quality, Staff service quality
Emphasizing that de service quality and service quality have a s impact on cus satisfaction.
Hierarchy sampling approach, qualitative method.
(product availability, product condition, delivery reliability and delivery speed), Relational performance
Customer satisfaction , satisfaction to customer loyalty.
The basic operational se and cost performance accepted as qualifications and relational performance considered as cus differentiators Howeve authors note that s providers should not beyond the basic fulfilm customer expectation 28 and place at a c proportional to the supplied.
Shipping fees Customer acquisition and retention
Shipping fees have considerable impact on incidence rates, graduated shipping fees a significant impact average expenditures.
(Physical supply flexibility, Purchasing flexibility) and
Flexible Logistics Capability (Physical distribution flexibility,
The findings show flexible logistics compe and capability considerable, positive, direct relationships customers’ satisfaction.
Online Purchasing Process (Decision customization and Transaction customization) Ease of ordering,
The study findings infor practice of elec retailing by prov support, theoretically empirically, for the ro customization in provid superior online pur process and buildin satisfied customer base
Foundation theory and development of research
2.4.1 Shipment tracking and customer satisfaction
Shipment tracking alludes to the ability to trace or monitor packages as they move from sending organization to the final destination (Jason M Riley and Richard Klein, 2019) Shipment tracking covers the package’s entire route It takes the timeline into account, as well as any delays or obstacles to final delivery Shipment tracking operations are mostly digitalized, especially between partners generating large or regular volumes Shipment tracking is essential since it provides a clear and transparent picture of the transportation process.
Real-time shipment tracking implementation includes automatic shipment tracking data collecting, calculating the projected time of arrival, automatic status messaging, alert notifications, delivery confirmation, and updating real- time geo-location The customer can do so by visiting the transporter's specific website.
According to the Parcel Perform & iPrice Group, 2019 survey, most of the one- star ratings of delivery providers relate to a lack of communication during the delivery period because consumers expect regular delivery notifications, and updates, and expect estimated delivery dates to be fulfilled But, 2016 asserts that tracking capabilities can impact consumers’ online shopping experience because they may experience anxiety about purchases After all, they cannot see nor feel products purchased from online retailers Thus, businesses can enhance their customer satisfaction through positive sensations when they can inform consumers of their order status, position, and expected time of arrival. Therefore, there is a hypothesis:
H1 Shipment tracking will positively affect customer satisfaction.
2.4.2 Delivery speed and customer satisfaction
Delivery speed refers to the interval of time between order placement and actual delivery to the purchasers’ desired location (Nebojša et al., 2020). Speedy delivery is considered one of the most important elements of competitiveness leading to success in today’s e-commerce market (Wen-Hsien et al., 2019) It’s a big part of the overall consumer experience and depends on structures, people, processes, and technology as part of your logistics and supply chain networks
In a January 2019 survey from Koch (2019), the largest share of US digital shoppers (accounted for 62%) said that fast shipping makes for a positive retail experience Similarly, 61% of consumers want their orders delivered faster (TouchPoints, 2018), over 75% of consumers want same-day shipping (Service, 2017), 55% of consumers will switch retailers for faster delivery (Cagemini, 2019) and more than 98% of shoppers say delivery affects how loyal they are to a brand (Convey, 2019).
Consumers do not regard speedy shipping as a benefit; they see it as a need. According to (Dholakia and Zhao, 2010), time of delivery plays a key role in achieving customer satisfaction Additionally, delivering the product on time increases the customers’ confidence, leads to a larger number of online purchases, and helps in retaining customers As a result, optimal delivery speed might also help to avoid financial losses Thus:
H2 Delivery speed will positively affect customer satisfaction.
2.4.3 Shipping fee and customer satisfaction
Shipping charges are the costs associated with shipping an item via a mail carrier or delivery service These fees are frequently paid to the delivery service, and different firms may charge different rates for shipping items,which are typically depending on the weight of the item and the distance it is being transported.
The price of delivery has a significant influence on customer satisfaction levels (Xia & Tingting, 2016) Shipping prices may affect purchase volume since greater delivery surcharges increase the consumer's sacrifice without changing the value of the products supplied (Lewis, 2006) Low shipping costs increase the satisfaction level; however, high shipping costs decrease the satisfaction level among customers (Muhammad et al., 2018).
H3 Shipping fee will positively affect customer satisfaction.
2.4.4 Order accuracy and condition and customer satisfaction
Order accuracy refers to how closely shipments match customers’ orders upon arrival (Mentzer et al., 2001) The accuracy of supplied products can have a substantial impact on consumer loyalty (Zhang et al., 2005) In e-commerce, order accuracy is one of the most important metrics to track as it’s directly linked to trust between e-retailers and their customers Delivery of the wrong order not only adversely affects the unboxing experience of the order but is also very costly and time-consuming because you have to take extra effort and time to recreate it properly To measure this factor, we examine the frequency of the orders delivered which are wrong items or incorrect quantities.
Order conditions refer to how well products work as well as the level of damage to orders (Mentzer et al., 2001) When a delivery company produces poor-quality products that do not match the product description, the customer's satisfaction and faith in the delivery service suffer Furthermore, the problem of damage to goods during shipment or errors affects customer trust through the number of goods exchanged and returned If the company's delivery service is poor and the product is poor, customers will avoid it or go to a competitor with a higher quality product.
H4: Order accuracy and condition will positively affect customer satisfaction.
2.4.5 Delivery staff quality and customer satisfaction
Delivery staff is defined as the person who performs the process of transporting goods from e-retailer to customer and directly interacts with customers The delivery driver will pick up and deliver things while keeping to the routes and time schedules that have been set to him Professionally trained delivery staff and being polite to customers is always the goal of delivery companies When a shipper’s perceived service quality is more satisfactory, thereby increasing customer satisfaction (Yang et al., 2017) Therefore, a professional and dedicated attitude is a very important criterion when choosing a quality delivery service Because customers often judge the online shop based on the entire experience during the delivery process, including the attitude of the staff.
H5 Delivery staff quality will positively affect customer satisfaction.
H1 Shipment tracking will positively affect customer satisfaction
H2 Delivery speed will positively affect customer satisfaction
H3 Shipping fee will positively affect customer satisfaction.
H4 Order accuracy and condition will positively affect customer satisfaction.
H5 Delivery staff quality will positively affect customer satisfaction
RESEARCH METHODOLODY
Research type
There are several types of research based on their purpose, depth of study, data analysis, the time required to study the phenomenon, and other aspects It is vital to note that a research project will most likely use more than one type of research Based on the theories, the exploratory and descriptive studies will be employed as the foundations for this research This study will employ the collection of response data to examine future ramifications of the issue, which is characteristic of exploratory research Aside from that, because it is built on prior researchers' theoretical foundations, it can also be considered a descriptive study.
A preliminary investigation "conducted to establish the precise nature of the problem to be solved" is what is meant by exploratory research This study method delves deeply into areas that have previously received insufficient attention Often, preliminary findings are used to build the framework for future research The goal of this method is to provide a cause or explanation for a previously observed event In addition, it also analyzes the research problem in many different depths instead of giving a definitive answer to the research challenge, thereby determining the nature of the problem As a result, exploratory research is to improve our understanding of the situation rather than to provide definite evidence.
According to a previous remark, an exploratory study lays the groundwork for future conclusive research It may also be useful in defining the study plan, sample methodology, and data collection procedure Exploratory research
"tends to address unusual difficulties where little or no prior study has been done," according to the definition Unstructured interviews are the most often utilized primary data-gathering approach in exploratory studies Primary data for this form of research can also be collected using surveys, focus groups, and observation approaches.
Exploratory research is critical to the success of a study because it can yield insightful and relevant information Studies permit the researcher to be creative to gain the most comprehensive understanding of that subject The researcher will then involve an outside audience, providing an excellent opportunity to learn what works and what does not It also helps to define the goals of a research team's activities.
A descriptive study is a research method that describes the features of the population or subject under investigation This descriptive methodology focuses on the "what" rather than the "why" of the study subject In other words, it just "describes" the study's subject without delving into its causes. Descriptive research in this context relates to the issue's research objectives, study design, and data analysis Data collecting, on the other hand, has no detrimental environmental impact It also does not alter or modify any of the variables; rather, it just observes and measures them These investigations are often known as "correlational" or "observational" studies A descriptive study is defined by the Office of Human Research Protections (OHRP) as "any study that is not experimental." Descriptive research can also be used to show links or relationships between various global elements.
Descriptive research is often the most efficient approach to acquiring data that will reveal connections and reflect the world as it currently exists This type of study is often carried out before an experiment to determine which specific factors to tweak and include in the experiment.
Research strategy
A research strategy is a comprehensive plan for carrying out a research investigation A research strategy directs a researcher's study planning, execution, and monitoring It provides structure to the research paper, allowing the author to perform research in a systematic and timely manner to provide high-quality results and detailed reports The research plan serves as the foundation and key in the application of the research paper, detailing the theoretical foundation and the experiments specified in the article, and thereby fulfilling the set objectives.
A research strategy should be appropriate for its goal, which means it should be capable of assisting the researcher in determining an answer to the research topic under discussion It should be ensured that the chosen research strategy can be carried out in an ethically responsible manner It is typical in social research to ask that study participants be permitted to remain anonymous and that they can withdraw from the study at any time They should also be told about their position and rights in the research project, as well as that any data obtained will be kept confidential and used only for the goals of the study.There are several study methods accessible, each with its own set of advantages There are many diverse research approaches, according to Yin(2003b) and Saunders et al., but there are also many similarities (2009) They both agreed that the best strategy for a specific research endeavor should be chosen Experiments, surveys, case studies, action research, grounded theory,ethnography, archival research, cross-sectional studies, longitudinal studies,and participatory inquiry are some of the most popular research methodologies used in business and management (Easterby Smith et al., 2008; Collis andHussey, 2009; Saunders et al., 2009) In this study, the survey research approaches were ranked as the top two research methods This tactic will be briefly discussed in the sections that follow.
A survey often covers a vast area and provides a birds-eye view of a specific area of interest Surveys are frequently used in the social sciences to collect basic information on large groups, such as their activities, perspectives, and attitudes This is done in nonacademic surveys as well, such as market research and opinion polls.
Surveys are available in a variety of formats As part of a postal survey, which is a typical type of survey, a questionnaire is distributed to a large number of people Telephone surveys, which allow a researcher to speak with a respondent while on the phone, have also long been used in the social sciences. Another popular survey form is the Internet survey, which uses the Internet as a delivery method for the survey This can be accomplished through the use of social media, email, and websites Another sort of survey is a face-to-face survey, in which the researcher converses with the respondents in person.
In this case, the distinction between representative and exploratory samples is useful Because it contains the same distribution of significant traits as the entire population, a representative sample is meant to produce an accurate mirror image of the complete population In contrast, an exploratory sample is used to collect data to examine a new region and is not required to be representative of its population.
Various sampling strategies can be employed to generate a representative sample They all guarantee that the researcher will not be able to influence the selection of individual participants for the sample, which is something they all have in common Because it ensures that each participant has an equal chance of being chosen, random sampling is the gold standard for creating representative samples.
Purposive sampling is an effective strategy for generating an experimental sample The goal here is to identify a small group of people who can provide the researcher with extremely relevant information People present may have unique insights or intimate knowledge of the issue under discussion As a result, the researcher may individually invite them to participate in the sample.One advantage of employing surveys as a research method is that they allow you to collect a large amount of data fast and economically They also allow for the collection of both quantitative and qualitative data When people lack the time or desire to provide detailed responses to the researcher's questions,the data acquired may be shallow, which is a disadvantage.
Quantitation approach
Sampling is a process that involves selecting specific individuals or a small subset of the population to make inferences about the population as a whole and estimate its characteristics In market research, researchers typically employ diverse sampling strategies so that they do not have to investigate the entire population to get meaningful information.
It is also a cost-effective and time-efficient strategy, acting as the foundation of any research design For the best derivation, software for research surveys might use sampling strategies.
In market action research, two types of sampling are used: probability sampling and non-probability sampling In particular, probability sampling is a sample approach in which a researcher chooses a few factors and people at random from a community Each member has an equal chance of being included in the sample when this selection parameter is used Non-probability sampling, on the other hand, requires randomly selecting study participants This sampling method does not use a fixed or planned selection strategy As a result, fair opportunities for all population groups are difficult to achieve Also as, it is difficult for all elements of a population to have equal chances of being included in a sample.
In this study, the authors decided to choose a sample group of people who have ever shopped on e-commerce platforms Thus, these people will have the experience of transportation services, thereby assessing the impact of factors on customer satisfaction.
Based on the sample frame, there are two options: probability sampling and non-probability sampling While non-probability or non-random sampling selects survey participants in advance and does not offer everyone an equal chance of being chosen, probability sampling, also known as random sampling, gives every member of the population an equal chance of being chosen (Statistics Solution, 2020).
Since non-randomized sampling is appropriate for exploratory research, the current study chose this strategy to survey the subjects listed above To assist the researcher in data gathering, convenience and deliberate sampling strategies are employed Using a combination of these strategies, the researchers first identified acceptable survey respondents based only on their accessibility, then asked them to forward the form to other possible participants.
Regarding the final step of sampling design, MacCallum suggests that “sample size should be roughly assessed on the following scales: 50 is very poor, 100 is poor, 200 is average, 300 is good” Therefore, since the final sample size of this study was 307, its results are considered reliable.
A scale is a statistical tool or object that is used to measure or quantify any event or other entity Different measurement scales are used to define and categorize variables or quantities The specific qualities of each level of the measurement scale determine the numerous statistical analysis applications.The nominal scale, which is the article's initial level of measuring scale, uses numbers as "tags" or "labels" to categorize or identify diverse objects A nominal scale is typically focused on non-numeric variables or meaningless numbers Survey respondents are classified and identified using this qualitative grading system This qualitative scale classifies and identifies survey participants based on criteria such as gender, age, occupation, income level, and purchase seniority Its goal is to provide researchers with a complete image of the respondents, making it easier for them to classify and find differences in the responses.
Furthermore, the questionnaire will be divided into six groups, each about a distinct aspect of the study, which covers six variables: shipment tracking, delivery speed, shipping charge, order accuracy, delivery team, and customer contentment As a result, there is a more comprehensive understanding of the variables impacting these buildings To measure, quantify, and characterize the magnitude of variables, ordinal scales rank the data without defining the degree of variance between them This type of data is known as qualitative or categorical data It can be named, ranked, and classified Thus, in addition to the information provided by the nominal scale, the ordinal scale provides the rank of those variables From there, researchers may easily assess the degree of agreement among the variables' order of determination.
Data collection is the process of gathering and analyzing information on certain variables inside a defined system so that a person may answer pertinent questions and assess the results Researchers must choose the best data sources, data types, and data gathering processes when collecting data.
The survey method was the major method used to collect data for the study To avoid concerns with transparency in the survey, it will be completed and periodically checked for mistakes The researcher will delete typos and extraneous questions, and the question will be adjusted to the participant's comprehension After careful revision, a Google Forms link containing the questionnaire will be created, and it will be officially distributed to potential participants via ease of use and a strategic sampling approach This form will also be distributed to several online communities on Facebook and other social media sites to quickly increase the number of replies.
The research had seven main variables: shipment tracking, delivery speed, shipping cost, order accuracy and condition, delivery staff quality, customer satisfaction and repurchase intention To measure those variables, we apply a quantitative method and develop 5-point Likert scales, ranging from “strongly disagree” to “strongly agree” (Table 3: Variables and items of the conceptual model - measuring instrument) Furthermore, the questionnaire also contained some questions about demographic characteristics of Vietnamese consumers such as gender, age, occupation status, income, etc Additionally, data was collected through an online survey in Vietnam by using a random sampling method A total of 328 questionnaires were submitted and 306 responses were retained for analysis after removing invalid responses Following Anderson and Gerbing (1988), we present a two-step modeling approach: First, we examined the measurement model to test reliability and validity Second, we examined the structural model to investigate relationships among the theoretical constructs.
Table 3: Variables and items of the conceptual model - measuring instrument
1 ST1 I can directly track my shipment on e-commerce platforms
2 ST2 I can easily track my shipment Cao et al., with my 2018 mobile devices.
3 ST3 Tracking my shipment makes me feel
I can flexibly choose the delivery time that suits me (during and outside office hours, weekdays or on weekends)
I can flexibly choose the shipping options that best fit me (express, fast, or basic delivery)
Carriers provide transparent and clear cost information.
I often receive free/discounted shipping.
I always receive the correct quantity and quality orders.
Delivery products are seldom damaged.
Transport packaging is rarely damaged.
1.SQ1 Delivery staff are always being polite to customers.
Wei Hua andZhou Jing (2015)
Delivery personnel search for customer addresses in a professional manner.
Delivery staffs are willing to help customers (i.e., carrying shipments)
Delivery staffs’ behavior builds customers' confidence in delivery services.
Wei Hua and Zhou Jing (2015)
Delivery services on e- commerce sites fulfill my expectations.
E-commerce platform delivery services are satisfactory.
E-commerce platforms provide excellent delivery services.
I am pleased when using the shipping service on e-
Cao et al., 2018 commerce platforms.
RESULTS AND DISCUSSION
Sample structure and characteristics
Table 4: Descriptive statistics of respondents represents the demographic details of the sample Of 307 usable surveys, 196 of participants were female and 110 of them were male It can be said that the female gender accounts for a larger proportion than male with a survey rates of 64.05%
In terms of age, most of those participants were within the age group of under
25 (63.07%) while the group above 35 years old took the lowest rate, at only 8.17% The number of people between 25 and 30 years old and from 30 to 35 years old accounted for 17.64% and 11.11%, respectively.
The majority of respondents were observed to have a monthly income of under
5 million VND (40.85%) and to be students (56.54%) People who are self- employed and work for non-government organizations made up about 18.95% and 12.42% in respectively The number of government workers accounted for 8.17% and the figure for other occupation was approximate 4%.
In addition, incomes between 3 to 8 million and 8 to 15 million account for 19.28% and 20.59%, respectively The result also indicates that the average income over 25 million accounts only for 8.17% (25 people) whereas 11.11% is the proportion of people earning between 15 to 25 million
For the length of using e-commerce platforms, the majority of respondents are in the category of online purchases from 1 to 3 years, at the rate of 46.08%. The group of people who have used these online platforms with 3-5 years was recorded as 81 people, accounting for about 26.4%
In brief, the sample is rather unbalanced in terms of age, occupation, and income because the main force of online shopping is young.
Table 4: Descriptive statistics of respondents
Income Less than 3 million VND 125 40.85%
Evaluation of measurement model
4.2.1 The assessment of indicator reliability
Reliability refers to the consistency and stability of the data measured by the questionnaire Based on the value of factor loadings, researchers will be able to identify whether the convergent values of certain constructs are qualified or not. According to (Henseler, Ringle, & Sinkovics, 2009), outer loadings that are higher than 0.7 are considered to be the most ideal for research whereas values between 0.4 and 0.7 should be closely evaluated before deleting Moreover, if these values fall below 0.4, researchers are encouraged to eliminate them
AC CS DS SF SQ ST
In brief, the indicator reliability is assessed by calculating the standardized outer loading of the indicator, and its value should be above 0.6 As it can be seen from Table 5: Outer Loadings, the outer loadings of constructs are all higher than 0.6, which indicates that these variables meet all requirements and will be kept in the study.
4.2.2 Evaluation of Cronbach’s alpha and composite reliability
Table 6: Cronbach’s alpha and composite reliability
Constructs Cronbach's Alpha Compite Reliability
Two widely used metrics for evaluating the internal consistency reliability are Cronbach's Alpha and Composite Reliability (CR) While Composite Reliability overestimates the value of internal consistency, Cronbach's Alpha undervalues it Therefore, in order to precisely evaluate the consistency of these variables, authors choose to employ both of them.
According to Hair et al (2010), the ideal value of Composite Reliability is higher than 0.7 and if the Cronbach's Alpha value is higher than 0.9, then the internal consistency level is excellent In addition to that, good reliability is considered to be generated between the range of 0.8 and 0.9 whereas the range between 0.7 and 0.8 gives acceptable results in the research.
We tested construct reliability through the calculation of composite reliability(CR) for each construct As shown Table 6: Cronbach’s alpha and composite reliability, except Shipping fee and Delivery speed, all the constructs have composite reliability values above 0.8 and the values of Cronbach’s Alpha coefficient are greater than 0.7, which indicates that the scales are reliable. Because the Cronbach's Alpha values of Shipping fee and Delivery speed are relatively close to 0.7, we will carefully examine these two factors. 4.2.3 The assessment of convergent validity: AVE
Average Variance Extracted (AVE) is a measurement factor assessing the convergent validity of the scale Hair et al (2010) recommended that if the AVE value is above 0.7, the convergent validity is extremely good Moreover, while values between 0.5 and 0.7 are considered to be acceptable, ones below 0.5 will be eliminated out of the research
From Table 7: Convergent validity: AVE, the value that measured Shipping fee, Order accuracy and condition, Staff quality, Customer satisfaction are all above 0.7, indicating that the convergent validity of these construct are immensely good In genneral, since all AVE values observed in the table are higher than the minimum required level of 0.50, the convergent validity of these variables are qualified to be used in the research.
AC CS DS SF SQ ST
By analyzing Fornell-Larcker values, researchers are able to determine the level of discriminant validity Many scientists suggested that the first Fornell- Larcker value in each column should be the highest ones compares to other values vertically below it and horizontally lie in the same row with it when discriminant validity exists between variables
According to figures in the Table 8: Fornell-Larcker evaluation, the square root of each construct’s AVE values is higher than the correlations with other latent constructs, supporting that there is discriminant validity between all the constructs Therefore, it can be said that the discriminant level of all variables are excellently compatible in the research.
Table 9: Evaluation of HTMT Ratio
AC CS DS SF SQ ST
Henseler et al (2014) proposed that in similar to Fornell-Larcker values and Cross loadings, researchers can also assess the value of Heterotrait - Monotrait (HTMT) to determine the discriminant validity The following two thresholds are used to assess the discriminant value between the set of two latent variables:
HTMT > 0.9, it is difficult to achieve discriminant value between two latent variables That is, the data of the two latent variables indicator sets are quite similar.
HTMT ≤ 0.85, achieving discriminant value between two latent variables.
In 2014, Henseler et al suggested that beside Cross loadings and Fornell –Larcker values, researchers can also measure the value of Heterotrait -Monotrait (HTMT) to identify the discriminant validity It is said that if theHTMT rate is less than 0.9, the factors are discriminant enough to be kept in the research Vice versa, if the HTMT rate is higher than 0.9, the scales will lose their differentiation of value
Since the HTMT rate of all factors in this research are smaller than 0.85, an excellent discriminant validity exists between variables Hence, all of the constructs are reliable enough to be included in the research.
In conclusion, the measurement model results show that the reliability and validity of the constructs are satisfactory, and we continue to test the structural model as proposed above.
Evaluation of the research structure’s model
Figure 2: The results of the structural model
4.3.1 The assessment of R Square and Q Square
Testing the explanatory power of the proposed model was conducted using the PLS method, researchers often use the coefficient of determination (R2 value) metric (Lin et al., 2010) This coefficient is defined as the squared correlation between the expected and actual values of a certain endogenous component (Lin et al., 2014) This coefficient can also be used to determine the model's prediction accuracy In addition, the coefficient is meant to show the combined influence of the external latent factors on an endogenous latent variable From Table 10: R Square and Q Square, the proposed model explained 60.2% of the variance of the dependent variable.
(GEISSER, 1974) advise analyzing Q2 to determine whether the research's prediction and the dependent variables are correlated in any way The model will be relevant for endogenous variable prediction if the evaluation of Q2 generates findings that are greater than 0 It is evident from Table 10: R Square and Q Square that external variables can predict the endogenous variable being studied because the Q2 values are greater than 0.
4.3.1 The assessment of path coefficient
According to (Cohen, 1988) guidelines, the effect sizes are considered small, medium, and large with f2 ≥ 0.02, f2 ≥ 0.15, and f2≥ 0.35, respectively The influence of independent variables on dependent variables is equal to zero when f2 is less than 0.02 In short, a part from Delivery speed, all the remaining variables have a f2 value greater than 0.02.
As P values measures the probability of errors, researchers tend to use it to determine whether to reject a hypothesis or not With a p value less than 0.1 (10%), a hypothesis will be accepted Hence, except Delivery speed, all hypotheses proposed in this study are supported as their p values are less than 0.1 In summary, researchers decided to keep the following hypotheses.
Four hypotheses were supported and one was rejected When considering how tracking capabilities influence Vietnamese consumers, we found this relationship is significant (β = 0.107, P-value = 0.009) In other words, Vietnamese consumers pay much attention to tracking their orders Upgrading and improving delivery tracking system will help increase ease and convenience for customers, driving satisfaction and positive attitudes between customers and merchants (Thirumalai & Sinha, 2010) also concludes that customer satisfaction is positively reflected when the carrier provides an effective order tracking system
Additionally, Table 11: Path coefficient shows that the relationship between delivery speed experience and customer satisfaction (β = 0.060, P-value 0.108) is not significant, which means hypothesis 2 is rejected Although there are several studies suggesting customers value delivery speed when considering online purchases (Handoko et al., 2016; Huang et al., 2019), we believe our non-significant result could have several explanations The majority of respondents are students, so they do not value delivery speed Jason (2019) also set this group apart from other consumer groups who identified
“immediate satisfaction” as important and recommended developing other shipping factors before focusing on delivery speed experience Cherrett et al.
(2017) concluded that while consumers found delivery speed important, it did not affect purchasing decisions On the other hand, due to the geographic disparate, it causes differences in consumer satisfaction levels and leads to failure in the result
Table 11: Path coefficient shows that shipping fee (β = 0.200, P-value = 0.000) has a positive impact on customer satisfaction Lepthien and Clement (2019) also found a positive effect of shipping fees on the purchase value The result implies that shipping costs are undoubtedly seen by online shoppers as a significant aspect of e-commerce The cost of shipping makes a real difference in how satisfied customers are with their online purchases and how sincere their motivations are When the delivery cost for their order satisfies their requirements, they are obviously happy They unquestionably make more purchases from a store if the shipping cost is reasonable.
Order accuracy and condition are strongly linked to customer satisfaction (β 0.264, P-value =0.000) Similar results were also obtained in the research by Lin et al (2011) and Vasić et al (2019) When customers receive intact products which match their expectations, they are likely to utilize that delivery service again The most powerful factor of consumer satisfaction is the product‘s perceived quality (Atmar & Patterson, 1993) The result clearly indicates that if the shipping company fails to ensure the safety of the goods in transit and lacks efforts in building trust with shoppers, consumers will tend to reduce online purchases and switch to buying in person or in the traditional way.
Hypothesis 5 is also confirmed, as there is a substantial positive correlation between staff service quality and customer satisfaction (β =0.436; P-value 0.000) This finding is in line with the previous delivery service studies inChina (Hua & Jing, 2015) It implies that delivery staff with a positive attitude will have a major impact on customers To enhance better business operations and retain profitable customers, each firm should improve the capacity and working attitude of employees.
CONCLUSION
Theoretical and practical implications
In summary, the study's major goal is to investigate the impact of delivery service on satisfaction and purchase intent during the current outbreak and the subsequent development of the delivery service business Change is required in the future to meet client happiness E-commerce platforms, as well as partners and businesses involved in selling products to customers, are all fighting in the increasingly competitive online buying market Due to rising demand and expectations for product quality, trade floors, and businesses place a greater emphasis on products and services throughout the buying process, from ordering to delivery He arrived after acquiring the merchandise Furthermore, after completing an order, partners and trading platforms will obtain client feedback to change and improve the application in the future so that it is more and more flawless Raising acquisition rates through increased delivery service quality and customer happiness is the key to gaining a competitive advantage for organizations.
Consider the e-commerce site Shopee and how it grew during the last epidemic It is not only a competitive trading platform, but it also serves as a vital source of food for the Vietnamese people throughout the outbreak So, what makes Shopee so well-liked and trusted by customers? The first issue to emphasize is that the supplier's items must be guaranteed to be the same quality as the images provided, and the product must also rely on the transportation service during storage to reach the buyer in excellent shape Product storage in warehouses must be ensured during delivery Next is transparency in the shipping process, which means that customers will be able to track their orders throughout the transit so they can have peace of mind throughout the purchase process Third, it will depend on the shipping method that the customer wants, such as express delivery, or express delivery if the product is located in the same city the customer lives Presently, most things in the city will be delivered one day after the consumer requests them, while those outside the city will take two days Furthermore, the time it takes for the client to receive the product is determined by how quickly the company and its partners pack and ship it to the delivery unit It may be argued that delivery time is still an essential consideration If the delivery takes too long or the order is lost in transit, the delivery units must still be aware of the issue Shipping costs are one factor that buyers consider during the ordering process and account for a portion of their purchase decision Currently, Shopee supports vouchers when customers buy products within a radius of 3km However, sometimes Shopee still free shipping when customers use a shopee e-wallet to pay, but it is only partially supported if customers use an express delivery service Because express delivery will save product storage time and it is applied to frozen products, food is susceptible to spoilage if stored at room temperature According to the survey, most customers will choose not to buy if the delivery cost is too expensive or there is no discount or free shipping voucher So Shopee always has support vouchers to reduce worries about shipping costs during the shopping process to retain customers Finally, the service attitude of the delivery staff, according to the survey, shows that the service attitude positively affects customer satisfaction with shopping services Nowadays, some delivery units require delivery employees to be thorough in the delivery process and to wear the carrier's shirt to demonstrate professionalism as well as the unit's status Furthermore, a dedicated, pleasant, and enthusiastic attitude will make clients more delighted after receiving the service, increasing their appreciation of the service and bringing significant revenues to the firm while also retaining future customers.
Finally, this study contributes to the field of research by examining the impact of these factors on Vietnam's delivery service As a result, papers, theories, and survey indicators from clients who have used the service can be utilized to summarize and give the best solutions for trading floors that also use delivery services They, like Vietnamese transportation firms, can gain new consumers while keeping their current ones Our findings further emphasize the significance of delivery as a component of a consumer's online buying experience Our main goal is to show how antecedent factors affect consumer happiness throughout service use, impacting repurchase intention Vietnamese clients' primary and critical aims are the staff and the quality of the items supplied This study adds value to the academic literature by emphasizing logistical abilities rather than marketing factors in the contemporary setting.Furthermore, as logistics abilities are strengthened, service quality and customer experience improvements In addition to enticing other potential consumers, the transportation company attracts huge enterprises and trading floors to collaborate These measurements will aid us in understanding how distribution factors influence the online buying experience As a result, we offer recommendations on how to persuade consumers to interact with e- commerce companies.
Limitation and future research
We discovered the difference between the indicators and endless errors and future research based on the facts and documents we found in newspapers, past studies at home and abroad collected theories, and previous data As a result, we gathered information from a survey of customers who used delivery services between 2019 and 2022 Then, we used a convenient sample to provide them with a survey link and collect data from there We noticed after collecting answer samples that client replies are broad and difficult to evaluate,particularly true consumer pleasure from previous service use As a result, the signals do not correspond to the assumptions we collect Aside from human traits, the country component is significant in the various metrics since countries have their norms for doing business, buying, selling, and exchanging commodities during a pandemic Also, the number of survey participants varies; the higher the accuracy score, the more dependable it is when applied to a larger proportion of the population The purpose of the study is to uncover research constraints to improve businesses and make future research more authentic Finally, we confirm that the information based on research papers and logistical services is valued and trustworthy and that it can be used to predict customer behavior and willingness to purchase online.
Some recommendations and suggestions
Consumers are increasingly seeking high-quality services as technology takes the lead in the sale of products Presently, it is becoming increasingly easy for individuals to buy and sell items anywhere, thanks to the help of transportation services, and since then, it has also become a significant factor influencing customer happiness and repurchase intention That is why shipping businesses consistently listen to client feedback and make changes to improve, update, and gain a competitive advantage in the market Various shipping units are now appearing on the Vietnamese market to meet client demands and to collaborate with e-commerce platforms. Consumers do not respect and trust all shipping units, thus businesses must constantly adapt to remain competitive. Customers are often concerned about delivery fees; Vietnamese consumers always prioritize low prices with relative quality; if the service fee is too high, the service may not be used; this is why the units are so popular To maintain consumer trust, shipping must always use preferred methods to cut costs in each batch In addition, the fact that the goods must always be intact when reaching the customer must always be guaranteed, now many delivery units have a compensation policy in case the goods are damaged or the goods are insured in the process The shipping process helps customers to rest assured to order online In addition, the process of transporting goods is always shown on the delivery application so that customers can see the goods in each stage for easier tracking by customers Customer care service through the application or during transportation, the polite and neat delivery is also a plus point for businesses Customers are concerned as the delivery time during the pandemic grows longer and longer owing to stockpiling of goods before the epidemic, and the longer the storage time, the greater the potential of goods being lost and altering the quality of already paid products Yet, the units seek to accelerate the shipping process to avoid losses and ensure that customer satisfaction is always a priority In addition to the survey factors, based on the geographical situation in Vietnam, the transportation of goods is concentrated in big and busy cities, so it is still difficult to provide delivery services in villages, communes, districts, and somewheres delivery services can expand their reach,providing services to these areas will bring business advantages Lastly, while many delivery units have appeared,they have not instilled complete trust in customers; these criteria must be enhanced to increase service quality and offer new ideas for customers' long-term use.
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