Factors causing customer dissatisfaction and affecting customer loyalty in a Vietnamese online context

Abstract

Purpose – This research is to investigate factors of e-service quality leading to customer dissatisfaction, and the relationship between customer dissatisfaction and customer loyalty in a Vietnamese online context. Methodology/approach – The data of 336 online buyers will be utilized to test the research model. Then, factor analysis (EFA) will reveal the validity and reliability of the measurement model. The structural relationship between e-service quality, customer dissatisfaction and customer loyalty will be verified with the proposed model. Findings – The analytical results show a positive relationship among e-service quality, customer dissatisfaction and customer loyalty, in which supplying a way for users to modify their orders could be taken for granted. Research limitations/implications – The sample may be insufficient to present for all Vietnamese internet users. Most of the data was collected by convenient sampling methodology, which could result in many invalid records. In the future, further research could give more weight to Security and Information to measure service quality. Practical implications – This research could be an academic reference for SMEs and practitioners to comprehend factors leading to customer dissatisfaction and its impact on the customer loyalty in the Vietnamese online environment. Originality/value –This study confirms the model of Belanche Gracia (2015) still validated in a Vietnam online context; in which there is a strong relationship between e-service quality, customer dissatisfaction and customer loyalty.