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PHÂN TÍCH CÁC YẾU TỐ ẢNH HƯỞNG ĐẾN NHẬN THỨC CỦA NGƯỜI MUA VỀ CHẤT LƯỢNG DỊCH VỤ BÁN LẺ TRONG MUA SẮM TRỰC TUYẾN TRÊN ĐỊA BÀN THÀNH PHỐ HÀ NỘI

Bui Hong Quy, Nguyen Thi Trang Nhung

Date Received: 07-02-2025 / Date Published: 21-02-2025
The study was conducted to analyze factors affecting customer perception of service quality in online shopping in Hanoi City. PLS-SEM model was used to evaluate the factors affecting the perception of 306 customers about service quality with respect to online shopping. The results indicated that 70% of variation in outcome quality was explained by process quality and service recovery quality and 71.5% variation of customer perception of online service quality was explained by process quality, outcome quality, and service recovery quality.
DOI: https://doi.org/10.1234/5vnk9a05

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