Customer experience of vulnerable consumers when experiencing customer vulnerability in Vietnam

Abstract

Consumer vulnerability has been studied widely in research papers in recent years. However, most of the previous researches revolved around definition or redefinition to find consensus on the definition of consumer vulnerability. Several previous articles also explored the impact of consumer vulnerability on the customer's purchasing process. However, there are a few studies that profoundly study how customer satisfaction during and after purchase is influenced by customer vulnerability aspects. The purpose of this article is to examine and analyze customer vulnerability as well as their effects on purchase satisfaction on Vietnam customers. This study explores the influence of consumer vulnerability on satisfaction through the lens of the expectation confirmation theory (ECT). Furthermore, the study conducted interviews and surveys in Vietnam to collect data and empirically investigate consumer vulnerability including product knowledge, product promotion, purchase inability, distinguish inability influencing customers’ satisfaction. Results from exploratory factor analysis and confirmatory factor analysis suggest that product knowledge has positive effects on customer satisfaction. However, purchase inability and distinguish inability will have negative effects. These findings are relevant for academics and have practical implications for businesses, especially marketers.