Abstract
This article studies some factors affecting customer satisfaction when participating in the TIKI e-commerce trading platform, with survey data from Thai Nguyen customers. In the article, the author studies specific issues such as: Determining a number of factors affecting customer satisfaction about the service quality of TIKI e-commerce trading platform, measuring the impacts of these factors, and making suggestions and recommendations to help TIKI E-commerce Platform improve the quality of online services. The author researched records and documents, and collected data through a direct survey of 300 random customers (of which 250 were eligible). Then the author made statistical analyses on the obtained data, using Cronbach’s alpha, exploratory factor analysis (EFA), correlation, and regression. The results show four factors that have positive influence on customers’s satisfaction. They are: Reliability, Customer Service, E-commerce Interface, and Safety. Based on that result, the author makes some suggestions to help businesses improve the quality of shopping services at TIKI e-commerce platform.
Keywords: Online trading platform, E-commerce, Customers, satisfaction, influencing factors.
JEL classification: M; M15; M3.
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
