Customer Satisfaction and Financial Performance: A Cross Sectional Analysis on Beauty and Cosmetics E-Commerce
In this study, we investigate the effect of customer satisfaction levels on the firm financial performance in Vietnam. Using a cross-sectional sample of 45 businesses in beauty and cosmetics e-commerce sector, we find a positive linkage between customer satisfaction and firm profitability as measured for firm financial performance. This implies that enhancing satisfaction levels of customers is critical to the ultimate performance of online businesses. Extended analysis show that there does not exist a non-linear nexus of satisfaction performance.
Keywords - Customer Satisfaction; Financial Performance; Beauty and Cosmetics; E-Commerce