The Nexus between Post-Purchase Service Experiences in Online Shopping, Customer Satisfaction, and Customer Retention: An Evidence from Binh Duong Province of Vietnam

Thi Phuong Linh Tran and Cong Minh Huynh ()

MPRA Paper from University Library of Munich, Germany

Abstract: This study investigates how post-purchase service experiences affect customer satisfaction, and how customer satisfaction affects customer retention among online shoppers in Binh Duong province of Vietnam. Using surveys from 273 participants and Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4, the research finds that efficient returns, responsive support, and proactive issue resolution significantly impact customer loyalty. Results also show that positive post-purchase experiences lead to higher satisfaction and increased likelihood of repeat purchases. The study concludes that businesses should prioritize post-purchase service strategies to build consumer trust, enhance customer retention, and achieve sustainable growth in the competitive e-commerce market.

Keywords: Online shopping; Post-purchase service experiences; Customer satisfaction; Customer retention; Customer loyalty (search for similar items in EconPapers)
JEL-codes: D12 L81 M31 (search for similar items in EconPapers)
Date: 2025-03-24
References: Add references at CitEc
Citations:

Downloads: (external link)
https://mpra.ub.uni-muenchen.de/124078/1/MPRA_paper_124078.pdf original version (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:124078

Access Statistics for this paper

More papers in MPRA Paper from University Library of Munich, Germany Ludwigstraße 33, D-80539 Munich, Germany. Contact information at EDIRC.
Bibliographic data for series maintained by Joachim Winter ().