| Author | Cu Duc Tai |
| Note | A project submitted in partial fulfillment of the requirements for the
degree of Master of Business Administration (Executive) in
International Business – Management of Technology (VN), School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | In the present time, the advance technology has created many rapid changes in business
environment, evidenced by the fast movement from offline businesses to online businesses.
The term “E-commerce” was created to characterize the online business, where
stakeholders can easily do the transactions in a few clicks away. As a consequence, the
changes in business environment have led to many changes in customer behaviors,
especially in customer loyalty; which contributes a significant part to the developments and
profits of companies.
In order to understand and evaluate the driving factors of customer loyalty in a fast
changing e-commerce environment in Vietnam, in a particular case of Lazada – an online
retailer, the author developed a research model based on the ACSI framework and
conducted the IPA by using the dual-questionnaires to address both the Lazada
performance and Market expectation. The research also acquired some information about
customer complaints of Lazada and factors of a loyalty program that customers like most.
The research showed a positive correlation between customer satisfaction and customer
loyalty, and customer satisfaction plays a key role in gaining customer loyalty. The result
of the research also revealed that there is a large gap between Lazada performance and
Market expectation at the present time. In order to gain competitive advantages in the
market, the author suggests some recommendations which helping Lazada to increase the
performance; by improving some criteria related to products, delivery service and customer
service, along with implementing an effective loyalty program based on Market
expectation. |
| Year | 2014 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (Executive) in International Business - Management of Technology (VN/BKK)) |
| Chairperson(s) | Bechter, Clemens; |
| Examination Committee(s) | Donyaprueth Krairit ;Tocquer, Gerard ;Kritsadarat Wattanasuwan; |