Online group buying: An investigation on service quality and customer satisfaction in Vietnam

Abstract

Online group buying has been gaining momentum in Vietnam as a type of online shopping. We develop acausal model to identify determinants to the level of satisfaction with online group buying sites in Vietnam.Adapting scales tested in the previous research on service quality of websites, we measure Vietnamesecustomers’ perception on efficiency, fulfillment, system availability, privacy, responsiveness, and contactalong with price discount, trust, and salience of brand of group buying websites. We find that thosewebsites are low in privacy, trust, and responsiveness. Although online service quality as a whole is acritical factor to customer satisfaction, there is uniqueness in the relation between service quality andcustomer satisfaction in Vietnamese group buying services. That is, responsiveness and privacy have nosignificant relationships with satisfaction; contact and fulfillment have the largest impacts. The empiricalresults suggest that there is a variety of ways for Vietnamese group buying sites to differentiatethemselves and enhance customers’ perception on service quality.