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The
Significance of Mobile E-Commerce in Customer Retention in Vietnam
By (Name)
Professor
University
City/State
Date
Abstract
This
paper will investigate the significance of mobile e-commerce in customer
retention in Vietnam. This research is essential since its findings will be
essential in different Vietnamese business platforms, notably, m-commerce
enterprises. In Vietnam, majority of enterprises that utilize e-commerce
purpose on serving as many end-users as possible; however, there is no serious
thought of approaches of fostering loyalty and retaining the existing client
base. This research aims to evaluate the role of mobile e-commerce in enhancing
customers' loyalty and retention in Vietnam to gain a competitive advantage.
The paper will address this topic phenomenon by determining how buyer’s
convenience, price advantage, effective communication, and digitizing business operations influence end-users’
loyalty and retention. The study will use a descriptive research design because
of its inclusiveness in addressing al-rounded questions
regarding the study problem. The paper will apply purposive sampling procedures
to select a number that will represent the m-commerce shoppers in Vietnam. The researcher will
circulate questionnaires through online platforms to collect data from selected
respondents. Data processing will involve
decoding answers from the questionnaires into a tabulated form that the author
will manipulate to produce relevant statistics. The researcher will code, edit,
enter, and monitor the data processing procedure; subsequently, using SPSS to
analyze it.
Key
Words: e-commerce; m-commerce; consumer
retention; customer loyalty; price advantage; buyer’s convenience.
1.0 Background
of the Study
Marketing
dynamics across the globe have changed significantly, necessitating firms to
find innovative ways of attracting, serving, and retaining customers. One of
these emerging ways of doing business entails the use of e-commerce. Other than
creating a network of customers, e-commerce facilitates business by reducing
the cost of operation through speeding up activities, managing customers'
information, as well as linking a retailer with the outside world of the
outbound supply chain. Research shows that “e-commerce is one of the most
innovative expansions of the technologies that enable small and medium-sized
enterprise (SMEs) access to global communication and trade” (Nguyen & Thai-Binh 2018, p. 1). Now more than ever, almost all multinational and local
businesses have adopted the use of mobile e-commerce as a way of gaining a
competitive edge; however, for a sector to gain these aspirations, a clear
understand of the significance of mobile e-commerce toward improving the rate
of customer loyalty and retention is paramount.
Vietnam is
located in the Indochinese peninsula and is among the Southeast Asia region.
For the last decade, regions bordering Vietnam, such as China to the North,
Cambodia, and Laos, have economically grown; this does not mean Vietnam has
been left behind. Research by Phong et al. (2018) indicates that Vietnam's growth in internet use has gone up from 20%
to 67.1% for the last 6 years. In the production sector, the country has also
experienced a remarkable increase in output, which has translated into an
overall growth in Gross Domestic Product. The interlink between the growth of
industrial operations and the increased use of the internet has created a
significant opportunity for the retail industry. One of the ways through which
ecommerce has been enhanced is via the establishment and commercialization of
business solutions and platforms such as e-commerce and m-commerce (Phong et al., 2018).
1.1 Justification of
the Study
According to Weng-Onn & Soon (2016), mobile commerce is one of the most rapidly growing technologies in all parts of the world. Technological advancement has also enhanced the use of mobile devices, such as smartphones and tablets (Phong et al., 2018). For this reason, this study will be focused on investigating the use of mobile commerce (m-commerce) in Vietnam. The growth of mobile communication technology, as noted by Nguyen and Thai-Binh (2018), is one of the main reasons why most of the marketing strategies are customized to meet the needs of the population that uses phones for long hours. The millennials in Vietnam use phones...