Luận văn thạc sĩ Quản trị kinh doanh: Vai trò của sự tin tưởng của khách hàng trong mua dịch vụ trực tuyến: Một nghiên cứu về dịch vụ du lịch tại Tp.HCM

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THE ROLE OF CUSTOMER'S TRUST

IN ONLINE SERVICES: AN EMPIRICAL STUDY ON TOURISM SERVICES IN HO CHI MINH CITY

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ABSTRACT

Online shopping of Vietnamese consumers has grown dramatically in recent years Online shopping has appeared almost all over the country, especially in big cities like Hanoi and Ho Chi Minh City Many types of shopping services are widely developed, including online travel services Although online travel is developing rapidly, there are many potential risks that affect the trust of customers when shopping for services Given the current online services context, this study proposes a structural model of customer confidence in purchasing online services with social prefixes such

as: social support, social presence associations and suffixes include: perceived value,

satisfaction, positive word of mouth

Research is conducted through two steps: preliminary research and formal research Preliminary research (including preliminary qualitative research, preliminary quantitative research) to adjust and supplement observed variables that have been done

in previous research to suit the actual conditions in Vietnam ; and preliminary survey with questionnaire with 70 samples to evaluate the reliability and unidirection of the scale Quantitative research officially conducted sampling 278 tourists from a number

of popular travel services companies in Ho Chi Minh City Then, perform data analysis

to test scales, test models and hypotheses by analyzing Cronbach's Alpha coefficients, analyzing EFA discovery factors, analyzing CFA affirmative factors, analyzing Modeling SEM structure on SPSS and AMOS software

The analytical results show that there are 9 research hypotheses that are

supported Research shows how social prefixes Social Support and Social Presence affect consumer trust In addition, customer trust also has an influence on the suffixes such as perceived value, satisfaction and positive word of mouth This shows that in the travel service industry, the trust of customers, the values the customers perceive as well

as their satisfaction, have a positive effect on word of mouth, thereby Tell other

customers about the travel services they have experienced

The results of this study help managers better understand the factors affecting customer trust Based on that, managers can plan development strategies to bring value

to customers and contribute to improving business efficiency of the company

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