Customer Analytic in Vietnamese e-Commerce Firms: Status Quo and Its Influences on Firm Performance

Thanh Vu Ngoc () and Huong Tran Thi
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Thanh Vu Ngoc: Hanoi University of Science and Technology, School of Economics and Management
Huong Tran Thi: Hanoi University of Science and Technology, School of Economics and Management

A chapter in Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022), 2023, pp 608-620 from Springer

Abstract: Abstract This study presents the current situation of customer analysis of e-commerce enterprises in Vietnam. In addition, this study investigates the quantitative relationship between customer analytics adoption, innovation, and firm performance. We built a research model based on the literature review that claims that consumer analytics adoption not only has a favorable association with firm performance but also influences innovation, which leads to firm performance. After that, the authors tested the model using survey data from 154 Vietnamese e-commerce companies. The results show positive relationships between (i) applying customer analytics and innovation and (ii) innovation and firm performance. Innovation plays a mediating role in the relationship between customer analytics and firm performance. The findings encourage businesses to have a more perspective on the importance of working with customer data in e-commerce, promoting infrastructure upgrades, professional skills to quickly harness the full benefits of data analysis for decision support.

Keywords: Firm Performance; E-Commerce; Innovation; Customer Analytics (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-076-3_47

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