FACTORS AFFECTING CUSTOMER EXPERIENCE IN ONLINE SHOPPING IN VIETNAM RETAIL MARKET

Abstract

This research aims at analyzing factors affecting customer experience in Vietnam retail market in order to answer the question of how online retailers can provide an exceptional customer experience. The research uses the multiple linear regression model based on a survey of 150 people who shop online in Vietnam retail market in the period from May to June 2018. The result of the research points out that elements relating to points of sales, correlation between products - price and the firms' commitment, quality of post-sales customer service have impact on customer experience in Vietnam retail market.

Keywords: Customer experience, online shopping, Vietnam retail market.