Factors affecting customer loyalty in using e-commerce channels in Bien Hoa City (before the merger)

Abstract

This study aims to identify the factors influencing customer loyalty when using e-commerce channels in Bien Hoa City. The measurement scale was adjusted based on interview results with 12 participants, including 2 online sellers and 10 online shoppers. Data were collected from a survey of 350 loyalty customers who frequently shop online and analyzed using SPSS 26 software. The findings revealed five key factors affecting customer loyalty in the context of e-commerce in Bien Hoa City: (1) Service quality, (2) E-trust, (3) Satisfaction, (4) Security and privacy, and (5) E-WOM (Electronic word-of-mouth). Among these, the “Security and privacy” factor has the strongest impact, while “Satisfaction” shows the weakest influence. Based on the analysis, the author proposes several managerial implications to enhance customer loyalty in e-commerce platforms.