With the rapid growth of digitalization and the increasing penetration of online shopping, understanding the determinants of customer satisfaction in e-commerce has become a critical concern for both scholars and practitioners. While prior studies across developed markets have extensively examined e-service quality using models such as E-S-QUAL, empirical evidence from emerging economies remains limited, particularly in the Vietnamese context where online retail is experiencing exponential growth. This study addresses this gap by investigating the influence of e-service quality on customer e-satisfaction across major e-commerce platforms in Vietnam. Drawing on the E-S-QUAL framework, we designed a self-administered online survey and employed convenience and snowball sampling, resulting in 380 valid responses collected over three months. The findings reveal that ease of use (β 2 = 0.251) exerts the strongest influence on e-satisfaction, followed by reliability (β 3 = 0.210) and personalization (β 5 = 0.190), whereas responsiveness (β 7 = 0.143) and fulfillment (β 6 = 0.146) demonstrate weaker effects. These results provide theoretical insights by extending the applicability of the E-S-QUAL model in an emerging economy and highlight practical implications for e-commerce providers in Vietnam. Specifically, firms should prioritize website usability, security, personalized experiences, and efficient service delivery to enhance customer -satisfaction and sustain competitive advantage.
Nguyen et al. (Thu,) studied this question.