From Cart to Closet: Elevating Order Fulfillment for Customer Satisfaction in Vietnam's Online Fashion Industry

Abstract

The thesis focuses on order fulfillment operations and how they are shaping the Vietnamese e-commerce fashion industry. The order fulfillment operations were discussed, including the last-mile delivery process, which is crucial to customer satisfaction, and the process of inventory management. Additionally, a survey gathers insights from Vietnamese consumers in the industry, allowing them to share their views. Challenges may emerge throughout the supply chain and consumers may identify specific issues. They could express their opinions on what local players, in general, can do to better their services, given the direct impact of last-mile delivery on customer experience.

The thesis uses a qualitative-oriented method. The qualitative part is based on theoretical sources from books, articles, and educational websites to answer the four questions. Then, it assesses customer satisfaction by conducting a survey and analysing it.

The topic's outcome shows findings on e-commerce and the order fulfillment process, which contains two stages: inventory management and last-mile delivery. Subsequently, an assessment is conducted to gain insights into how the Fashion Industry, specifically in Vietnam, can improve operations and last-mile delivery.