"The Correlation between Service Quality, Technology Adaptation Capabilities, Consumer Satisfaction, and Loyalty in E-Commerce: A Case of Using Shopee in Vietnam"

Abstract

The growth of the e-commerce sector in Vietnam has led to an increasing demand for online shopping among consumers. The E-S-Qual model was utilized in the study to examine various dimensions of service quality on Shopee, one of Vietnam's leading e-commerce platforms. Simultaneously, this study also researched the impact of service quality on Technology Adaptation Capabilities (TAC) and the correlation between TAC and customer satisfaction. Subsequently, it constructed a framework that promotes consumer loyalty towards an e-commerce platform. An online survey was conducted and shared with Vietnamese individuals who have engaged in online shopping, particularly using Shopee for buying demand. SPSS and SmartPLS software were used to examine data after obtaining 305 valid responses. Results indicate that there is a strong association between all the attributes of service quality and the capabilities of adapting to technology. Among the four dimensions, the Efficiency service will exert the most significant influence on technology adoption, while Privacy will have the least significant impact. The findings of this study indicate that Techonology Adaptation Capabilities (TAC) has a substantial and favorable direct effect on customer satisfaction while utilizing Shopee. Additionally, the level of user satisfaction with Shopee in Vietnam significantly influences their loyalty. This research aims to provide valuable insights into theoretical advancements and practical consequences for enterprises operating in the fast-changing Vietnamese e-commerce industry.