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

Tran, Thi Phuong Linh and Huynh, Cong Minh (2025): The Nexus between Post-Purchase Service Experiences in Online Shopping, Customer Satisfaction, and Customer Retention: An Evidence from Binh Duong Province of Vietnam.

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.

• Item Type: MPRA Paper
• Language: English
• Keywords: Online shopping, Post-purchase service experiences, Customer satisfaction, Customer retention, Customer loyalty
• Subjects: D - Microeconomics > D1 - Household Behavior and Family Economics > D12 - Consumer Economics: Empirical Analysis; L - Industrial Organization > L8 - Industry Studies: Services > L81 - Retail and Wholesale Trade ; e-Commerce; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing

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