The Relationship Between Online Service Quality With Customer Satisfaction And Loyalty In E-Commerce Transactions With Local Agricultural Specialties

Abstract

This article examined the relationship between online service quality and customer satisfaction, between customer satisfaction for special agricultural products and customer loyalty to the brands of products and companies. Seven factors related to online service quality were identified that have a positive impact on customer satisfaction: information quality, product quality, product cost, website quality, and capacity of delivery, customer service and system responsiveness. Research results have also demonstrated a close relationship between level of customer satisfaction and customer loyalty. From there, the article proposed specific recommendations to further improve customer satisfaction for special agricultural products provided via the e-commerce transaction system to Vietnamese consumers.