TTLV: Customer satisfaction when shopping online on Shopee e-commerce channel

1. Student's name: Nguyen Thi Truc 2. Gender: Female
3. Date of birth: January 22, 1998
4. Place of birth: Nghe An
5. Student recognition decision No. 2948/2021/QD – XHNV dated December 28, 2021 of the President of the University of Social Sciences and Humanities, Vietnam National University, Hanoi
6. Changes in the training process:
(record the forms of change and the corresponding time)
7. Thesis topic: Customer satisfaction when shopping online on Shopee e-commerce channel
8. Major: Psychology Code: 21035091
9. Scientific supervisor: Associate Professor, Dr. Le Thi Minh Loan - Head of the Department of Management and Business Psychology, Faculty of Psychology, University of Social Sciences and Humanities, Vietnam National University, Hanoi.
10. Summary of thesis results:

The reality of customer satisfaction when shopping on e-commerce channels

Through the data of the levels, we can see the reality of customer satisfaction when shopping online on the Shopee e-commerce channel. The ability to respond has the highest rating (24.9%), followed by the interface (17.7%), then the product (17.1%) and the lowest is reliability (13.8%).

         Factors affecting customer satisfaction when shopping on the Shopee e-commerce channel

According to the results of linear regression analysis with a test index (P <0.05), the factors affecting customer satisfaction when shopping on Shopee are:
Trustworthiness (beta = 0.330): This is the most important factor, directly affecting customers' purchasing decisions. A trustworthy e-commerce website will help customers feel more secure about product quality, service and delivery capabilities.
App Interface (beta = 0.270): A beautiful, easy-to-use interface will make it easy for customers to search, shop, and pay.
Promotional policies (beta = 0.141): Promotional programs and discounts will attract customers and help them save costs.

Propose solutions to help customers feel satisfied when shopping on the Shopee e-commerce channel

Below are some solutions to help customers feel satisfied when shopping on Shopee:
Product quality, reasonable price, fast delivery, dedicated and professional customer service
In addition, Shopee can also implement some other solutions such as:
Create many attractive promotions and incentives: Attractive promotions and incentives will attract customers and stimulate shopping needs. Shopee can implement promotions and incentives at different times, suitable for consumer needs.
Integrate new features and utilities for users: Shopee can integrate new features and utilities for users, making shopping easier and more convenient. For example, product comparison feature, product suggestion feature, product review feature,...
Improve shopping experience on the platform: Shopee needs to improve the shopping experience on the platform, ensuring the platform operates stably, smoothly, and meets user needs.
Implementing the above solutions will help Shopee improve service quality, bring customers the best shopping experiences, thereby retaining customers and attracting more new buyers.
 

INFORMATION ON MASTER'S THESIS

1. Full name: Nguyen Thi Truc 2. Gender: Female
3. Date of birth: January 22, 1998 4. Place of birth: Nghe An
5. Admission decision number: No. 2948/2021/QD – XNV dated December 28, 2021 of the Rector of the University of Social Sciences and Humanities, Hanoi National University
6. Changes during the training process: No
7. Official thesis title: CUSTOMER SATISFACTION FOR ONLINE SHOPPING ON SHOPEE E-COMMERCE PLATFORM
8. Major: Psychology 9. Code: 21035091
10. Supervisor: Associate Professor, PhD. Le Thi Minh Loan - Head of the Department of Management and Business Psychology at the Faculty of Psychology, University of Social Sciences and Humanities, Hanoi National University.
11. Summary of thesis results:
The current situation of customer satisfaction of online shoppers on the Shopee e-commerce platform
Through the data, we can see the current situation of customer satisfaction with online purchases on the Shopee e-commerce platform. The highest-rated aspect is responsiveness (accounting for 24.9%), followed by interface (17.7%), then product quality (accounting for 17.1%) and the lowest is reliability (accounting for 13.8%).
Factors affecting customer satisfaction when purchasing on the Shopee e-commerce platform
According to the linear regression analysis with the significance level (P < 0.05), the factors influencing customer satisfaction when purchasing on Shopee are:
Reliability (beta = 0.330): This is the most important factor directly affecting the customer's decision to purchase. A reliable e-commerce website will make customers feel more secure about product quality, service, and delivery capability.
App interface (beta = 0.270): A seemingly appealing and user-friendly interface will make it easier for customers to search, shop, and make payments.
Promotion policies (beta = 0.141): Promotions and discounts will attract customers and help them save costs.
Propose solutions to enhance customer satisfaction when shopping on the Shopee e-commerce platform
Here are some solutions to enhance customer satisfaction when shopping on Shopee:
Product quality, reasonable prices, fast delivery, attentive and professional customer service
In addition, Shopee can also implement other solutions such as:
Launch various promotional programs, attractive incentives: Attractive promotional programs will attract customers and stimulate shopping demand. Shopee can deploy promotions and incentives based on consumer needs and preferences.
Integrate new features and utilities for users: Shopee can integrate new features and utilities for users to make shopping easier and more convenient. Examples include product comparison, product recommendations, product reviews, etc.
Enhance the shopping experience on the platform: Shopee needs to improve the shopping experience on the platform, ensure stable and smooth operation, meet the needs of users.
Implementing these solutions will help Shopee improve service quality, provide customers with the best shopping experience, and retain existing customers while attracting new ones.