Customer Satisfaction in Shopping on Social Media Platforms: The Impact of the Quality of Express Mail Service in Vietnam’s Digital Economy

In the face of the strong development of the digital economy and the trend of shopping on social media platforms, the study aims to find the relationship between the quality of express mail service and customer satisfaction in shopping on social media platforms in the context of the development of the digital economy in Vietnam. Through 395 survey samples, quantitative analyses were performed on SPSS 26 software, such as Cronbach’s Alpha reliability test, exploratory factor analysis (EFA), correlation analysis, and multivariate linear regression. The results show that operational quality (tangibles, reliability, responsiveness), relationship quality (assurance, empathy), cost performance, price, corporate image, and delivery method positively affect customer satisfaction in shopping on social media platforms. Based on the research results, several implications are suggested to improve the quality of express mail service and meet the needs of customers and the current digital market.