Investigation on Vietnamese customers’ intention towards adopting collection and delivery points

Abstract

E-commerce in Vietnam is growing at an annual rate of 33%, which creates an extremely competitive marketplace for both domestics and foreign E-businesses. Despite the growing E-commerce and customer demand, the logistics market in Vietnam is still underdeveloped and considered the most ineffective part of the supply chain. This opens great potential for further investment in a more reliable, economical and transparent delivery solutions: Collection and delivery points (CDPs). Even though CDP is in its experimental phase, it has been considered as a solution for the future of last-mile delivery in Vietnam. The objectives of the thesis were to investigate what factors could influence customers’ intention to use CDPs and how service providers could utilize that knowledge to facilitate the adoption of CDPs. To achieve the objective, data was collected from empirical studies, online survey, and individual interviews. A combination of qualitative and quantitative approaches was used to achieve the thesis objectives. A literature review was adopted to establish a knowledge base for research and case implementation. A quantitative approach was applied to analyze the results of the online survey. In-depth interviews with survey respondents were conducted to further elaborated on the survey results. The results of the analysis suggested that customers have a high tendency to try CDPs. Three elements: Relative Advantage, Perceived Ease of Use, and Compatibility were found to be the most influential factors towards customers’ intention. Recommendations were given to company to improve the likelihood of customers trying CDPs and the overall customers’ delivery experience.