The impact of post-sales factors on customer-oriented business performance of fast-moving consumer goods enterprises in Ho Chi Minh City
Date Published:
25/07/2025
Online Published:
25/07/2025
Section:
Business Administration, Marketing, Commerce, and Tourism
Main Article Content
Abstract
This study aims to assess the impact of post-sales factors on the customer-oriented business performance of fast-moving consumer goods (FMCG) enterprises in Ho Chi Minh City. In the context of increasing competition and rapidly changing consumer trends, post-sales activities such as product experience, after-sales services, customer care, complaint handling, customer communities, and long-term value commitment play a crucial role in maintaining customer satisfaction, loyalty, and revenue growth. The research adopts a mixed-method approach, combining qualitative and quantitative methods, with a structural equation modeling (SEM) framework to examine the relationships among the studied variables. Data were collected from 222 FMCG enterprise managers and 279 consumers in Ho Chi Minh City from June to December 2024 through online and offline surveys. The findings indicate that after-sales services play important roles in reducing customer attrition and customer communities drive revenue growth. The significant effects of product experience on customer satisfaction and loyalty; after-sales service only impact on customer satisfaction not loyalty. FMCG enterprises in Ho Chi Minh City should prioritize enhancing product experience and after-sales services while fostering personalized customer engagement to strengthen loyalty and long-term brand commitment.
Keywords
After-sales services; Customer-oriented business performance; Fast-moving consumer goods (FMCG); Product experience; Post-sales factors
Article Details
Field of Economic (JEL Codes)
C83 - Survey Methods • Sampling Methods - Data Collection and Data Estimation Methodology • Computer Programs, D12 - Consumer Economics: Empirical Analysis - Household Behavior and Family Economics, L25 - Firm Performance: Size, Diversification, and Scope - Firm Objectives, Organization, and Behavior, L81 - Retail and Wholesale Trade • e-Commerce - Industry Studies: Services, M31 - Marketing - Marketing and Advertising
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Ashfaq, M. (2019). After sales service, customer satisfaction and loyalty in telecom sector. Journal of Applied Structural Equation Modeling, 3(1), 31-41. https://doi.org/10.47263/jasem.3(1)04
Popp, B., & Woratschek, H. (2017). Consumer–brand identification revisited: An integrative framework of brand identification, customer satisfaction, and price image and their role for brand loyalty and word of mouth. Journal of Brand Management, 24(3), 250-270. https://doi.org/10.1057/s41262-017-0033-9
Bricci, L., Fragata, A., & Antunes, J. (2016). The effects of trust, commitment, and satisfaction on customer loyalty in the distribution sector. Journal of Economics, Business and Management, 4(3), 173-177. https://doi.org/10.7763/JOEBM.2016.V4.386
Bui, T. L. H. (2011). Congruency between the projected and perceived tourism destination image of Vietnam. Journal of International Business Research, 10(2), 1-13. https://www.academia.edu/7681441/congruency_between_the_projected_and_perceived_tourism_destination_image_of_vietnam
Cao, Y., Ajjan, H., & Hong, P. (2018). Post-purchase shipping and customer service experiences in online shopping and their impact on customer satisfaction: An empirical study with comparison. Asia Pacific Journal of Marketing and Logistics, 30, 00-00. https://doi.org/10.1108/APJML-04-2017-0071
Cetin, G. (2020). Experience vs quality: Predicting satisfaction and loyalty in services. The Service Industries Journal, 40(15-16), 1167-1182. https://doi.org/10.1080/02642069.2020.1807005
Dahl, M., Keitsch, M., & Boks, C. (2016). Post purchase experience-A multidisciplinary review. DS 85-1: Proceedings of NordDesign 2016, Volume 1, Trondheim, Norway, 10th-12th August 2016, 103-112. https://app.cristin.no/results/show.jsf?id=1371178
De Jesus, C., & Alves, H. (2019). Consumer experience and the valued elements in the three phases of purchase of a cultural event. International Review on Public and Nonprofit Marketing, 16(2), 173-194. https://doi.org/10.1007/s12208-019-00224-4
Deloitte (2021). Vietnam consumer survey 2021: Understanding Vietnamese consumer behavior and trends. Deloitte Insights. https://www2.deloitte.com/content/dam/Deloitte/sg/Documents/consumer-business/sea-cb-vietnam-consumer-2021.pdf
Dwivedi, R. K., Lohmor Choudhary, S., Dixit, R. S., Sahiba, Z., & Naik, S. (2024, September). The customer loyalty vs. customer retention: The impact of customer relationship management on customer satisfaction. In Web Intelligence (Vol. 22, No. 3, pp. 425-442). Sage UK: London, England: SAGE Publications. https://doi.org/10.3233/web-230098.
Fan, J., Shang, G., & Wang, H. (2022). Customer-to-customer interaction in online brand communities influences brand loyalty. Social Behavior and Personality: an international journal, 50(6), 12-19. https://doi.org/10.2224/sbp.11483.
Gengeswari, K., & Padmashantini, P. (2013). Impact of Customer Retention Practices on Firm Performance in the Retailing Sector: A comparison between a foreign and home grown retailer in Malaysia. International Journal of Management and Information Technology, 6, 672-688. https://doi.org/10.24297/IJMIT.V6I1.749.
Goli, F. (2018). Impact of brand community in social networks on customer loyalty to brand (Case study: Customers of the Tejarat Bank). Journal of Management and Sustainability, 8(4), 3264-3273. https://doi.org/10.29042/2018-3264-3273
Gremler, D. D., & Gwinner, K. P. (2000). Customer-employee rapport in service relationships. Journal of Service Research, 3(1), 82-104. https://doi.org/10.1177/109467050031006
Gupta, R., & Raman, S. (2022). After-sale service experiences and customer satisfaction: An empirical study from the Indian automobile industry. Research in Transportation Business & Management, 45, 100873. https://doi.org/10.1016/j.rtbm.2022.100873
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.). Pearson Education. https://www.amazon.com/Multivariate-Data-Analysis-Joseph-Hair/dp/0138132631
Haryadi, D., Haerofiatna, & Alfarizi, A. W. (2022). The role of after sales service on customer loyalty mediated by customer satisfaction. eCo-Buss, 5(2), 583-592. https://doi.org/10.32877/eb.v5i2.511
Hoang, C. L., Phan, N. A. Q., Nguyen, H. X. T., Pham, T.-D., Nguyen, T. L., & Ngo, H. K. D. (2024). Factors affecting customer engagement and brand loyalty in Vietnam FMCG: The moderation of artificial intelligence. Cogent Business & Management, 11(1), 2428778. https://doi.org/10.1080/23311975.2024.2428778
Hoe, L., & Mansori, S. (2018). The Effects of Product Quality on Customer Satisfaction and Loyalty: Evidence from Malaysian Engineering Industry. International Journal of Industrial Marketing, 3(1), 20-35. https://doi.org/10.5296/IJIM.V3I1.13959
Ilias, S., & Shamsudin, M. (2020). Customer satisfaction and business growth. Journal of Undergraduate Social Science and Technology, 2(2). https://abrn.asia/ojs/index.php/JUSST/article/view/60
Kantar. (2023). FMCG growth in Vietnam hangs in the balance. Kantar Insights. https://www.kantar.com/inspiration/inflation/fmcg-growth-in-vietnam-hangs-in-the-balance
Karimli, L. (2018). Relationship between the quality of the online after‐sale service and customer loyalty [Master’s thesis, University of Twente]. University of Twente. https://purl.utwente.nl/essays/74991
Kumar, K. (2021). Influence of customer product experience and customer perceptions on purchase intentions of mobile phones. International Journal of Creative Research Thoughts, 9(1), 80-89. https://ijcrt.org/papers/IJCRTB020010.pdf
Lam, T. T., Le, B., Dinh, T., & Vu, H. (2021). Relationships of marketing, customer satisfaction and customer loyalty - A case of Vietnamese dairy retail stores in Ho Chi Minh City, Vietnam. Proceedings of the First International Conference on Computing, Communication and Control System, I3CAC 2021. https://doi.org/10.4108/EAI.7-6-2021.2308610
Lee, S., Kim, H., & Kim, S. (2025). The impact of after-sales service quality on customer satisfaction and loyalty: Focused on the automotive industry in Korea. Journal of Distribution Science, 23(1), 27-38. https://koreascience.kr/article/JAKO202505950403005.pdf
Luo, H., Han, X., Yanan, Y., & Wang, S. (2016). An empirical study on the effect of consumer complaints handling on consumer loyalty. 2016 13th International Conference on Service Systems and Service Management (ICSSSM), 1-6. https://doi.org/10.1109/ICSSSM.2016.7538537
Moenardy, K. K., Arifin, S. Z., & Kumadji, S. (2016). The effect of service quality and relationship marketing to customer value, customer satisfaction, switching cost, and customer retention: A case study on the customers of bank NTT at East Nusa Tenggara Province. International journal of management and administrative sciences, 3(4), 48-63.
Murali, S., Pugazhendhi, S., & Muralidharan, C. (2016). Modelling and investigating the relationship of after-sales service quality with customer satisfaction, retention and loyalty - A case study of home appliances business. Journal of Retailing and Consumer Services, 30, 67-83. https://doi.org/10.1016/J.JRETCONSER.2016.01.001
Nasir, M., Adil, M., & Dhamija, A. (2021). The synergetic effect of after sales service, customer satisfaction, loyalty and repurchase intention on word of mouth. International Journal of Quality and Service Sciences, 13(3), 489-505. https://doi.org/10.1108/ijqss-01-2021-0015
Nasir, M., Adil, M., & Dhamija, A. (2021). The synergetic effect of after sales service, customer satisfaction, loyalty and repurchase intention on word of mouth. International Journal of Quality and Service Sciences, 13(3), 489-505. https://doi.org/10.1108/IJQSS-01-2021-0015
Nguyen, H., Nguyen, H., Nguyen, N., & Phan, A. (2018). Determinants of customer satisfaction and loyalty in Vietnamese life-insurance setting. Sustainability, 10, 1151. https://doi.org/10.3390/SU10041151.
Nguyen, T. T., Tran, T. H., & Nguyen, H. T. (2022). Factors influencing customer satisfaction and loyalty: An empirical study of mobile phone users in Vietnam. Journal of Asian Business and Economic Studies, 29(3), 273-287. https://www.emerald.com/insight/content/doi/10.1108/JABES-11-2021-0189/full/html
Ogunnaike, O. O., Agada, S. A., Ighomereho, O. S., & Borishade, T. T. (2022). Social and cultural experiences with loyalty towards hotel services: the mediating role of customer satisfaction. Sustainability, 14(14), 8789. https://doi.org/10.3390/su14148789
Ojo, I. (2024). Assessing the effects of customer satisfaction and retention in the hospitality industry: A study of St. Jacobs and Groovy Hotels, Akure, Ondo State, Nigeria. International Journal of Research-Granthaalayah, 12(7), 41-54. https://doi.org/10.22158/eprd.v5n2p1.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. https://doi.org/10.1177/002224378001700405
Pandita, S., & Mehta, S. K. (2019). Impact of Perceived Value on Customer Loyalty. Management Insight, 15(1), 67-80. https://doi.org/10.21844/mijia.15.1.9
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40. https://www.marketeurexpert.fr/wp-content/uploads/2023/12/servqual.pdf
Ramaj, A., & Ismaili, R. (2015). Customer Relationship Management, Customer Satisfaction and Loyalty. Academic Journal of Interdisciplinary Studies, 4, 594. https://doi.org/10.5901/AJIS.2015.V4N3S1P594
Rather, R. A., & Sharma, J. (2017). The effects of customer satisfaction and commitment on customer loyalty: Evidence from the hotel industry. Journal of Hospitality Application & Research, 12(2), 41-60. https://www.proquest.com/scholarly-journals/effects-customer-satisfaction-commitment-on/docview/2138638060/se-2
Salim, A., Setiawan, M., Rofiaty, R., & Rohman, F. (2018). Focusing on Complaints Handling for Customer Satisfaction and Loyalty: The Case of Indonesian Public Banking. EUROPEAN RESEARCH STUDIES JOURNAL. https://doi.org/10.35808/ERSJ/1071
Seo, D., Ranganathan, C., & Babad, Y. (2008). Two-level model of customer retention in the US mobile telecommunications service market. Telecommunications Policy, 32, 182-196. https://doi.org/10.1016/J.TELPOL.2007.09.004
Susanti, E. (2021). Complaints Handling Satisfaction mediates between Complaints Handling to Customer Loyalty for the Indonesian Banking Industry. International Journal of Digital Entrepreneurship and Business. https://doi.org/10.52238/IDEB.V2I2.69.
Szwejczewski, M., Goffin, K., & Anagnostopoulos, Z. (2015). Product service systems, after-sales service and new product development. International Journal of Production Research, 53, 5334-5353. https://doi.org/10.1080/00207543.2015.1033499
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How to Cite
Hoang , C. L., Pham , T. P. D., & Nguyen , P. K. (2025). The impact of post-sales factors on customer-oriented business performance of fast-moving consumer goods enterprises in Ho Chi Minh City. Journal of Finance - Marketing Research, 3(2), 81-95. https://doi.org/10.52932/jfmr.v3i2e.748