Abstract
In the context of long social distancing during months of the pandemic Covid-19, new trends in commerce and unprecedented consuming behaviors were created. One of them is the exponential growth of e-commerce all over the world. In Vietnam, the market has never observed such a prosperous condition for e-commerce companies before: the number of online shoppers, monthly e-commerce web visits, and consumers’ spending on online purchases doubled or even tripled compared to the previous year. Nonetheless, staying strong in the competition requires companies to possess great differentiation from competitors, which usually comes from service quality. This study is conducted to assess factors influencing the service quality of Lazada, the second leading company in the market, hence suggesting a direction for the company to enhance its service quality factors. To identify and analyze the impact of factors on service quality, responses of 148 Lazada users in Hanoi and Ho Chi Minh City were collected through purposive sampling. Hypotheses will be validated by conducting linear regression analysis with SPSS software. The findings indicate that efficiency, fulfillment, compensation, responsiveness, and contact are all positively influential to Lazada’s service quality.