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The technology retailing industry in Vietnam faces rising problems due to the advent of E-commerce and customer behavioural changes after COVID-19. As a result, this study aims to construct practical marketing strategies from conceptual framework models. Subsequently, the strategy's feasibility is measured using the SEM model through 2 mediators, family member experiences and advices from others. In addition, the data is collected from more than 300 respondents, and analysed quantitatively using SEM to evaluate the correlations and relationships between variables and then Python with SEMOPY library to test hypotheses. The results indicate a compatible model fit with CFI, GFI, AGFI, NFI, and TLI is more than 0, 9. The findings also indicate that the involvement of family members, particularly the elderly, and advice from others with positive P-value, hence proving that the strategy is feasible.

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Enhancing Customer Experience in the Electronic Retail Industry in Vietnam: A Synergistic Approach of Structural Modeling and Strategic Management

  • 章节

  • 发表日期：

    2025年

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  • Chi Bui Song Tung,
  • Bao Nguyen Dang,
  • Ha Thi Thu Nguyen,
  • Huong Dao Thi Lan,
  • Thao Viet Tran,
  • Linh Bui Khac

摘要

The technology retailing industry in Vietnam faces rising problems due to the advent of E-commerce and customer behavioural changes after COVID-19. As a result, this study aims to construct practical marketing strategies from conceptual framework models. Subsequently, the strategy's feasibility is measured using the SEM model through 2 mediators, family member experiences and advices from others. In addition, the data is collected from more than 300 respondents, and analysed quantitatively using SEM to evaluate the correlations and relationships between variables and then Python with SEMOPY library to test hypotheses. The results indicate a compatible model fit with CFI, GFI, AGFI, NFI, and TLI is more than 0, 9. The findings also indicate that the involvement of family members, particularly the elderly, and advice from others with positive P-value, hence proving that the strategy is feasible.