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http://dx.doi.org/10.13106/jafeb.2020.vol7.no11.413

Factors Affecting the Market Share of Retailers: Evidence from Vietnam  

PHAM, Hung Cuong (Scientific Management and International Cooperation Department, Foreign Trade University, Ho Chi Minh City Campus)
Publication Information
The Journal of Asian Finance, Economics and Business / v.7, no.11, 2020 , pp. 413-419 More about this Journal
Abstract
This research focuses on the analysis of factors affecting the market share of retailers in Vietnam. This research uses Smith and Chaffey's (2005) 5Ss e-marketing model for analysis, which include Sell, Serve, Speak, Save, and Sizzle. Both quantitative and qualitative methods will be used to conduct the study. The researchers collected information from customers, managers, and directors in 25 retailers in Vietnam. A survey questionnaire was delivered to 15 people in each of the retailers who are customers, managers and directors. The researcher used the SPSS 16.0 software to analyze the data collected and in-depth interviews were carried out with the purpose of testing the hypothesis as well as the overall framework of the research. Out of the 375 questionnaires delivered, 360 were returned. The means of 23 items in the survey questionnaire ranged from 3.3733 to 4.3533 representing the outcome of the descriptive analysis. Research results showed that Cronbach's Alpha coefficient of five factors affecting the market share of the retailers is sizzle, save, sell, serve and speak. This research has proposed some implications for the market share of retailers, including technology enhancement for full message delivery, ways to approach target customers, and improving product diversity.
Keywords
E-Marketing; Market Share; Online Retailer;
Citations & Related Records
Times Cited By KSCI : 14  (Citation Analysis)
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