Determinants of Young Zalo Users’s Satisfaction: The Case of Young People Living in Ho Chi Minh City, Vietnam

Nguyen Thi Cam Loan

University of Finance–Marketing
Ho Chi Minh City, Vietnam
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Truong Thi Thuy Vi

University of Finance–Marketing
Ho Chi Minh City, Vietnam
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Abstract

This study identifies the determinants of young Zalo users’ satisfaction, conducted by qualitative research combining quantitative research. Survey data was collected from 100 young respondents living in Ho Chi Minh City. Accordingly, determinants of young Zalo users’ satisfaction in the descending order of the level of influence are convenience, perceived usefulness, design, trust and perceived ease of use. The study is a scientific basis for suggesting solutions for the marketing department of Zalo to attract more users in the current period.

Keywords:young customers’ satisfaction, Zalo, Ho Chi Minh City

JEL codes: JEL codes: M10, M30


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International Journal of Small and Medium Enterprises and Business Sustainability
Volume 07 No. 01 March 2022