The Impact of Satisfaction on Marketing Strategy and Brand Trust on Purchase Intention among Vietnamese Customers in Thailand: A Case Study of Lazada

Abstract

This study aimed to investigate the impact of satisfaction on marketing strategy of Lazada, operationalized through the marketing mix (4Ps— product, price, place, and promotion), on customer purchase intentions, as mediated by customer brand trust. Focusing on Vietnamese consumers in Thailand, an online survey was conducted to collect data from 200 respondents aged 18 to 32 years old, who have engaged with the Lazada platform for at least two years. The findings revealed that price was the most significant 4Ps element influencing brand trust, which can explain 77% of the variance in purchase intentions and underscoring its pivotal role in shaping consumer behavior. In contrast, other elements of the marketing mix—product, place, and promotion—demonstrated insignificant effects on brand trust and purchase intentions, but significantly highlighting the primacy of pricing strategies. This study contributed to the understanding of how satisfaction on marketing strategies influence consumer behavior in e-commerce. Practical recommendations include optimizing personalized pricing, improving price transparency, and fostering brand trust to drive purchase intentions. Future research could explore the long-term impacts of pricing strategies on customer loyalty, the role of user-generated content, and the integration of AI-driven personalization in digital marketing within Vietnam’s growing e-commerce sector.