IMPACT OF SERVICE QUALITY OF VNPT’S ONESME E-COMMERCE PLATFORM ON CUSTOMER SATISFACTION: EMPIRICAL EVIDENCE FROM A LUOI, HUE CITY
Vol. 135 No. 5A (2026), Original Article
Vol. 135 No. 5A (2026)

IMPACT OF SERVICE QUALITY OF VNPT’S ONESME E-COMMERCE PLATFORM ON CUSTOMER SATISFACTION: EMPIRICAL EVIDENCE FROM A LUOI, HUE CITY

Original Article
https://doi.org/10.26459/hueunijed.v135i5A.7915
Published 2026-01-26
Phan Thanh Hoan
University of Economics, Hue University, 99 Ho Dac Di St., Hue, Vietnam
Nguyen Huu Nghi
VNPT- A Luoi Telecommunications Center, 184 Ho Chi Minh St., A Luoi, Hue, Vietnam
PDF (Vietnamese)

Keywords

Thương mại điện tử
chất lượng dịch vụ
Onesme
SMEs
chuyển đổi số
Việt Nam Ecommerce
service quality
Onesme
SMEs
digital transformation
Viet Nam

Abstract

This study aims to analyze the factors influencing customer satisfaction with VNPT’s oneSME platform, based on survey data collected from 193 customers in A Luoi, Hue City. A quantitative research design was employed, utilizing structured questionnaires and data analysis through reliability testing (Cronbach’s Alpha), exploratory factor analysis (EFA), and multiple linear regression. The results indicate that nine factors positively impact customer satisfaction, with empathy, system availability, and innovation emerging as the most influential contributors. The findings suggest that VNPT should prioritize strengthening customer empathy, ensuring technical system stability, and fostering continuous innovation to optimize user experience. These strategic improvements are essential not only for enhancing the competitiveness of the oneSME platform but also for promoting the broader digital transformation process among small and medium enterprises (SMEs) in Vietnam’s evolving digital economy.

https://doi.org/10.26459/hueunijed.v135i5A.7915
PDF (Vietnamese)

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