The covid-19 pandemic, the impact of electronic word of mouth (eWOM) on customer satisfaction: evidence in Ho Chi Minh City

Abstract

Today, the Internet is quite famous and closely associated with people's lives. Customer purchases happen online, and it's easier than ever with the rapid spread of information coupled with high human interaction. Therefore, the development of online exchanges such as commentary, comment, and evaluation in the media (eWOM) is more widespread. The study's main aim is to determine the impact of attitude toward eWOM, customer panic buying activity, brand switching on customer satisfaction during the Covid-19 pandemic in Ho Chi Minh City. The proposed research model is implemented by referencing and synthesizing theories from previous studies. The study collected 282 satisfying responses through an online survey. The obtained data are processed by methods including a system description, Cronbach's Alpha test, EFA analysis, CFA analysis, and SEM description to check the suitability of the scale and model research form. The subjects in the survey are customers in Ho Chi Minh City who are affected by comments and reviews on the Internet when making purchases during the Covid-19 pandemic. The results of the study show that (1) brand switching has an enhanced impact on customer satisfaction, (2) attitude toward eWOM, customer panic buying activity has an enhanced impact on brand switching, and (3) attitude toward eWOM has an enhanced impact on customer panic buying activity. The study brings specific meanings to businesses operating in Vietnam, especially in Ho Chi Minh City, recognizing the importance of eWOM to customer satisfaction during the Covid-19 pandemic. The results of this study are the basis for proposing managerial implications and directions for further research.