플랫폼 품질이 고객 충성도에 미치는 영향에 관한 연구: 베트남 전자상거래 플랫폼을 중심으로

This paper aims to enhance the competitiveness of enterprises by analyzing the relationship between platform quality and customer loyalty in the Vietnamese e-commerce market. It is based on data collected from 322 consumers who have used major e-commerce platforms, including Shopee, Lazada, TikTok, Tiki, and Sendo. The study identified several factors of platform quality, such as pricing, product variety, logistics services, security, and web design. The results indicated that web design and logistics services had the most significant impact on customer satisfaction and trust, which are crucial for increasing customer loyalty. Notably, customer satisfaction plays a vital role in building trust, and both customer satisfaction and trust were found to be key drivers of customer loyalty. This study recommends practical strategies, including the design of an intuitive and user-friendly interface, improvement of security measures, optimization of logistics efficiency, and the implementation of competitive pricing policies. These findings not only contribute academically but also provide practical guidance for enterprises looking to enter the Vietnamese e-commerce market.