Chi Thanh NGO, Thi Ngoc Mai NGUYEN, Duy Dat NGUYEN, Hoang Ba Huyen LE, Van Cuong LE, Thi Binh LE / Journal of Asian Finance, Economics and Business Vol 7 No 9 (2020) 467–475 467 467 Print ISSN: 2288-4637 / Online ISSN 2288-4645 doi:10.13106/jafeb.2020.vol7.no9.467 1 First Author and Corresponding Author. Lecturer, Faculty of Economics and Business Administration, Technology and Science Management Department, Hong Duc University, Vietnam [Postal Address: No 565, Quang Trung, Dong Ve Ward, Thanh Hoa City, Thanh Hoa Province, 40000-42000, Vietnam] Email: ngochithanh@hdu.edu.vn 2 Department of Organization and Personnel, Social Security Office, Thanh Hoa Province, Vietnam. Email: ngocmai0302@gmail.com 3 Lecturer, Faculty of International Business and Economics, THUONGMAI University, Ha Noi, Vietnam. Email: Dat.nd@tmu.edu.vn 4 Lecturer, Faculty of Economics and Business Administration, Hong Duc University, Vietnam. Email: lehoangbahuyen@hdu.edu.vn 5 Lecturer, Faculty of Economics and Business Administration, Hong Duc University, Vietnam. Email: levancuong@hdu.edu.vn 6 Lecturer, Faculty of Economics and Business Administration, Hong Duc University, Vietnam. Email: lethibinhkt@hdu.edu.vn © Copyright: The Author(s) This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (https://creativecommons.org/licenses/by-nc/4.0/) which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited. Factors Affecting Enterprise’s Satisfaction toward Social Security’s Online Public Service: The Case of Thanh Hoa Province, Vietnam Chi Thanh NGO 1 , Thi Ngoc Mai NGUYEN 2 , Duy Dat NGUYEN 3 , Hoang Ba Huyen LE 4 , Van Cuong LE 5 , Thi Binh LE 6 Received: June 26, 2020 Revised: July 12, 2020 Accepted: August 10, 2020 Abstract The study aims to investigate factors affecting enterprise’s satisfaction and loyalty toward the Social Security’s online public services, looking at the case of Thanh Hoa province, Vietnam. This study employs samples with 216 enterprises that use online public system of Thanh Hoa province’s Social Security. The research model is closely linked to the SERVQUAL model developed by Parasuraman, Zeithaml and Berry (1988). We propose 23 scales that constitute the quality of service, three scales that constitute Customer Satisfaction and three components that constitute Customer Loyalty. This study use the tool of Exploratory Factor Analysis (EFA), Cronbach’s Alpha test, Confirm Factor Analysis (CFA) and Structural Equation Modeling (SEM) in order to address the question of satisfaction and loyalty. The result shows that the factor with the most impact is Reliability, next is Capacity of staffs, Tangibles, Attitude of staffs, and the least impacting factor is Empathy; moreover, the results also show that Satisfaction has a strong impact on Customer Loyalty. The findings of this study suggest that Thanh Hoa province’s Social Security should: (i) strengthen the reliability of online service system; (ii) build capacity for staffs; (iii) develop the responsiveness of electronic transactions systems; and (iv) improve the empathy of staffs. Keywords: Online Service System, Social Security, Satisfaction, Loyalty, Thanh Hoa Province, Vietnam JEL Classification Code: M21, M31, M37, D7, C5 Public services in general and online public services in particular are of considerable interest to several governments (Rhee & Rha, 2009; Van de Wall & Scott, 2009; Fan & Yang, 2015). In Vietnam, the Government has issued several regulations on implementation and development of online public services (see Decree No. 43/2011/NĐ-CP, date: June/13/2011; Decree: 45/2020/NĐ-CP, date: April/04/2020). Based on such basis, the usage of online public services has made significant progress in recent years. For instance, in the case of Thanh Hoa province, from September 2019 up to March 2020, level 3 online public services activities have received a total of 16,500 dossiers registered by the administrative centers to process, accounting for 6.53% of the total, compared with the requirements. Level 4 online public services have received a total of 2,879 records to be processed by the administrative centers, accounting for 42.03% of total (exceeding the set target). In recent years, Vietnam Social Security has implemented online public services through the application of information technology and networking; conducting electronic transactions for procedures of declaration, collection, 1. Introduction