How Customer Trust Enhances Customer Satisfaction in Online Shopping- An Empirical Evidence in Vietnam

Abstract

The topic of customer trust (CTRU) and customer satisfaction (CSAT) is of great interest to researchers and is a central issue for marketers, particularly in the context of online shopping, which is considered a significant achievement of information and communication technology (ICT). This study aims to explore the connections between CTRU and three factors: service staff (SSTA), service quality (SQUA), and perceived value (PVAL), and how these factors enhance CSAT in the Vietnam online shopping market, based on empirical evidence. A questionnaire was administered to 300 frequent online shoppers, and the data was analyzed using partial least squares structural equation modeling, with support from SmartPLS. The results indicate that service staff, service quality, and perceived value contribute to the generation of customer trust (STR), which in turn significantly affects customer satisfaction (CSAT). These findings suggest that STR acts as a mediator, creating CSAT in the context of online shopping. Additionally, these results provide valuable insights for e-retailers' marketers to enhance CTRU and improve CSAT by focusing on their staff, service quality, and value offerings to customers.