Impact of Service Quality on Customer Satisfaction: An Empirical Reseach on Online Market Services During the Covid-19 Period in Ho Chi Minh City

Abstract

The Covid-19 epidemic has a serious impact on business activities, but it also provides an opportunity for department stores and supermarkets by applying technology to overcome difficulties. Online grocery delivery activities or online market services are expanding. This study aims to assess the impact of online market service quality on customer satisfaction during the Covid-19 period in Ho Chi Minh City. The research model used consisted of 6 components and its corresponding hypothesis including reliability, delivery time, service capacity, utility, safety, and equipment. Each of the proposed factors is based on the theory of service quality elements and the theory of customer satisfaction. The results showed that 5 out of 6 factors of the online market service quality affect customer satisfaction in the context of the Covid-19 epidemic taking place in Ho Chi Minh City. In particular, the delivery time has the strongest impact on customer satisfaction. Based on our findings, some management implications are suggested for improving the quality of online market services to enhance customer satisfaction.