Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022)

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Customer Analytic in Vietnamese e-Commerce Firms: Status Quo and Its Influences on Firm Performance

Authors
Thanh Vu Ngoc1, *, Huong Tran Thi1
1School of Economics and Management, Hanoi University of Science and Technology, Hanoi, Vietnam
*Corresponding author. Email: thanh.vn202871m@sis.hust.edu.vn
Corresponding Author
Thanh Vu Ngoc
Available Online 12 December 2022.
DOI
10.2991/978-94-6463-076-3_47How to use a DOI?
Keywords
Firm Performance; E-Commerce; Innovation; Customer Analytics
Abstract

This study presents the current situation of customer analysis of e-commerce enterprises in Vietnam. In addition, this study investigates the quantitative relationship between customer analytics adoption, innovation, and firm performance. We built a research model based on the literature review that claims that consumer analytics adoption not only has a favorable association with firm performance but also influences innovation, which leads to firm performance. After that, the authors tested the model using survey data from 154 Vietnamese e-commerce companies. The results show positive relationships between (i) applying customer analytics and innovation and (ii) innovation and firm performance. Innovation plays a mediating role in the relationship between customer analytics and firm performance. The findings encourage businesses to have a more perspective on the importance of working with customer data in e-commerce, promoting infrastructure upgrades, professional skills to quickly harness the full benefits of data analysis for decision support.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
12 December 2022
ISBN
10.2991/978-94-6463-076-3_47
ISSN
2352-5428
DOI
10.2991/978-94-6463-076-3_47How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Thanh Vu Ngoc
AU  - Huong Tran Thi
PY  - 2022
DA  - 2022/12/12
TI  - Customer Analytic in Vietnamese e-Commerce Firms: Status Quo and Its Influences on Firm Performance
BT  - Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022)
PB  - Atlantis Press
SP  - 608
EP  - 620
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-076-3_47
DO  - 10.2991/978-94-6463-076-3_47
ID  - Ngoc2022
ER  -