Research on World Agricultural Economy

Enhancing Customer Loyalty in Vietnamese Agricultural E-commerce: The Role of Quality Dimensions and the Moderating Effect of Perceived Value

Ngoc-Hong Duong

College of Business, University of Economics Ho Chi Minh City (UEH), Ho Chi Minh City 700000, Vietnam

Quynh Phuc Nguyen

College of Business, University of Economics Ho Chi Minh City (UEH), Ho Chi Minh City 700000, Vietnam

Doanh Vu Le Nguyen

College of Business, University of Economics Ho Chi Minh City (UEH), Ho Chi Minh City 700000, Vietnam

Huy Le Tran

College of Business, University of Economics Ho Chi Minh City (UEH), Ho Chi Minh City 700000, Vietnam

Ngan Thuy Ngoc Tran

College of Business, University of Economics Ho Chi Minh City (UEH), Ho Chi Minh City 700000, Vietnam

Thao Phuong Thi Nguyen

College of Business, University of Economics Ho Chi Minh City (UEH), Ho Chi Minh City 700000, Vietnam

DOI: https://doi.org/10.36956/rwae.v7i1.2414

Received: 2 July 2025 | Revised: 8 August 2025| Accepted: 2 September 2025 | Published Online: 14 January 2026

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Abstract

The rapid advancement of digital technology and e-commerce has changed the way people buy agricultural products, providing increased accessibility, convenience, and traceability. As Vietnam emerges as a major player in the global agricultural industry, the use of internet platforms to sell farm produce is becoming increasingly important in connecting producers with tech-savvy consumers. This study examines the influence of service quality and electronic service quality on customer satisfaction and loyalty within the framework of agricultural e-commerce in Vietnam. Utilizing the Technology Acceptance Model (TAM) and Partial Least Squares Structural Equation Modeling (PLS-SEM), the study examines data gathered from 526 consumers who acquire agricultural products via online platforms. The data indicate that e-service quality substantially improves the purchasing experience and perceived customer control, both of which favorably affect consumer satisfaction. Likewise, conventional service quality parameters, particularly reliability and responsiveness, are crucial in influencing satisfaction. Customer happiness is a significant predictor of loyalty, underscoring its pivotal role in consumer behavior. Significantly, perceived value adversely moderates the link between satisfaction and loyalty, indicating that when customers perceive high value, the impact of satisfaction on loyalty diminishes marginally. These findings underscore the significance of providing superior electronic service and consistent conventional service to cultivate and maintain consumer loyalty. The research offers actionable insights into e-commerce platforms in the agricultural sector to enhance usability, responsiveness, transparency, and customer value. Improving technological capabilities and human-centered services is crucial for cultivating long-term customer involvement and promoting the sustainable development of Vietnam's digital farm sector.

Keywords: Agricultural E-commerce; Customer Loyalty; E-service Quality; Perceived Value; Service Quality

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