Service Quality of Online Shopping at Supermarket in Vietnam Affects Customer Satisfaction
Factors affecting customer satisfaction in online shopping service at Co.opmart is a topic that is in need of attention and research in the context of the Covid – 19 pandemic, which is extremely complicated and dangerous in 2020. This makes the traditional shopping habits at the direct channel of supermarkets to be replaced by shopping on the online store. This study applies the mix research method including qualitative and quantitative one. The data would be analyzed by Cronbach’s Alpha, EFA analysis and Linear Regression and using PATH model to examine the implementation of research model, identifying how much the factors affecting customer satisfaction in supermarket’s online shopping service in Ho Chi Minh City. Eventually, this study proposes some feasible solutions for managers to have many policies to improve service quality so that more and more customers are satisfied when shopping at supermarket in Viet Nam.