Tác động của chất lượng dịch vụ đến sự hài lòng của khách hàng: Nghiên cứu dịch vụ đi chợ online trong thời kỳ Covid-19 tại Thành phố Hồ Chí Minh

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Tác giả: Văn Thụy Nguyễn, Văn Tiến Nguyễn, Thị Thảo Vy Phan

Ngôn ngữ: vie

Ký hiệu phân loại:

Thông tin xuất bản: Tạp chí Kinh tế và Ngân hàng châu Á, 2023

Mô tả vật lý: tr.88-98

Bộ sưu tập: Metadata

ID: 339264

Thêm vào giỏ Liên kết toàn văn

Đại dịch Covid-19 ảnh hưởng nặng nề đến hoạt động kinh doanh nhưng đây cũng là cơ hội cho các cửa hàng bách hóa, siêu thị ứng dụng công nghệ để vượt qua khó khăn. Các hoạt động giao hàng tạp hóa trực tuyến hay dịch vụ đi chợ online đang ngày càng được mở rộng. Nghiên cứu này nhằm đánh giá tác động của chất lượng dịch vụ “đi chợ online” đến sự hài lòng (SHL) của khách hàng trong thời kỳ Covid-19 tại Thành phố Hồ Chí Minh (TP.HCM). Mô hình nghiên cứu được sử dụng bao gồm sáu thành phần bao gồm tin cậy, thời gian giao hàng, năng lực phục vụ, tiện ích, an toàn, trang bị, với các giả thuyết tương ứng. Từng yếu tố được đề xuất dựa trên cơ sở lý thuyết về các yếu tố của chất lượng dịch vụ và lý thuyết về SHL của khách hàng. Kết quả nghiên cứu cho thấy 5/6 yếu tố chất lượng dịch vụ đi chợ online ảnh hưởng đến SHL của khách hàng trong bối cảnh đại dịch Covid-19 diễn ra tại TP.HCM. Trong đó, yếu tố thời gian giao hàng tác động mạnh nhất đến SHL của khách hàng. Từ kết quả nghiên cứu trên, các hàm ý quản trị phù hợp để cải thiện chất lượng dịch vụ đi chợ online nhằm nâng cao SHL của khách hàng.The Covid-19 epidemic has a serious impact on business activities, but it also provides an opportunity for department stores and supermarkets by applying technology to overcome difficulties. Online grocery delivery activities or online market services are expanding. This study aims to assess the impact of online market service quality on customer satisfaction during the Covid-19 period in Ho Chi Minh City. The research model used consisted of 6 components and its corresponding hypothesis including reliability, delivery time, service capacity, utility, safety, and equipment. Each of the proposed factors is based on the theory of service quality elements and the theory of customer satisfaction. The results showed that 5 out of 6 factors of the online market service quality affect customer satisfaction in the context of the Covid-19 epidemic taking place in Ho Chi Minh City. In particular, the delivery time has the strongest impact on customer satisfaction. Based on our findings, some management implications are suggested for improving the quality of online market services to enhance customer satisfaction.

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1. Đọc trực tuyến

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