The impact of after-sales service factors on electronic satisfaction, electronic loyalty, and repurchase intentions for cosmetics on e-commerce platforms: A case study of students in Ho Chi Minh City

Abstract

Tiltle “The impact of after-sales service factors on electronic satisfaction, electronic loyalty, and repuchase intentions for cosmetics on e-commerce platforms: a case study of students in Ho Chi Minh City”. In the digital age, e-commerce has become a prevalent shopping method, especially in the cosmetics industry. The growth of e-commerce has opened up numerous opportunities for cosmetics companies, but it has also simultaneously posed many challenges. To compete in the market, cosmetics companies need to focus on product quality, pricing, and after-sales service. Among these, after-sales service plays a crucial role in attracting and retaining customers. Good after-sales service will make customers feel satisfied and intend to repurchase the seller’s products. This study focuses on a potential customer group for the cosmetics industry, which is students in Ho Chi Minh City, a rather unique group. Therefore, cosmetics companies need to focus on providing after-sales service that suits the needs and capabilities of this customer group. The purpose of this study is to analyze the factors: warranty policy, return policy, delivery policy, information security policy, customer support policy, added benefits, electronic satisfaction (e-satisfaction), electronic loyalty (e-loyalty), and repurchase intentions of students on e-commerce platforms. Valid data has been collected from 300 individuals using the SPSS analysis tool, incorporating Cronbach's Alpha reliability test, EFA examination, Pearson correlation analysis, and regression analysis to assess the research model. The results indicate that after-sales service influences electronic satisfaction, electronic loyalty, and repurchase intention on ecommerce platforms, especially among students in Ho Chi Minh City.