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

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  • Tran, Thi Phuong Linh
  • Huynh, Cong Minh

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.

Suggested Citation

  • Tran, Thi Phuong Linh & 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," MPRA Paper 124078, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:124078
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    References listed on IDEAS

    as
    1. Huynh, Cong Minh & Nguyen, Minh Quoc Bao, 2024. "Factors Influencing Blockchain Adoption in Logistics: A Customer-Centric Study in Vietnam," MPRA Paper 121251, University Library of Munich, Germany.
    2. Nguyen, Minh Tuan & Huynh, Cong Minh, 2022. "The impact of employer branding on job application intention: Evidence from business undergraduates in Vietnam," MPRA Paper 112927, University Library of Munich, Germany.
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    4. Phan, The Vinh & Huynh, Cong Minh, 2023. "The Effect of Logistics Services Quality on Consumer Satisfaction in Fresh Food E-Commerce: Evidence from the South of Vietnam," MPRA Paper 117627, University Library of Munich, Germany, revised 14 Jun 2023.
    5. Nguyen, Tan Phat & Huynh, Cong Minh, 2025. "Customer Satisfaction in Home Delivery Service in Vietnam: The Impact of Service Quality, Perceived Value, and the Mediating Role of Trust," MPRA Paper 123201, University Library of Munich, Germany.
    6. Dam, Duy Duc & Huynh, Cong Minh, 2022. "Factors Influencing Consumers’ Purchase Intention toward Accommodation via Lodging Websites: Evidence from Binh Duong Province of Vietnam," MPRA Paper 113517, University Library of Munich, Germany.
    7. Huynh, Cong Minh & Vo, Long Kiet, 2023. "The Effects of Dynamic Capabilities on Operational Performance: An Empirical Study from Manufacturing Enterprises in Vietnam," MPRA Paper 119170, University Library of Munich, Germany.
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Online shopping; Post-purchase service experiences; Customer satisfaction; Customer retention; Customer loyalty;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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