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Le Nguyen Ha Phuong

Nguyen Ngan Ha

Dao Nguyen Quang Anh

Nguyen Canh Khiem

Hoang Thuy Binh

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Mismatch between sercue platform and mixed trust level

=> Customers sometimes complain about scams, slow refunds, or inconsistent seller reliability.

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Managers misread customer expectations

→ Shopee assumes customers value flashy discounts most, but many actually prioritize fast delivery and accurate product descriptions.

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Refund processes are often delayed, and in many cases, the refunded amount is transferred to the Shopee Wallet rather than directly to customers’ bank accounts.

=> This practice complicates the refund process and reduces overall customer convenience and satisfaction.

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Overpromising in marketing or communication

When Shopee’s advertising creates higher expectations than what is delivered. Shopee advertises “100% authentic” products through Shopee Mall, yet customers sometimes report receiving counterfeit or repackaged items from verified stores.

=> The promise of guaranteed authenticity isn’t always matched by quality control, causing customer disappointment.

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Shopee promises “Fast delivery within 24 hours” through Shopee Express, yet many customers experience delays of 1–2 days or more.

=> This happens when couriers fail to follow delivery standards or when sellers take too long to prepare parcels. During big sales or peak seasons, Shopee’s logistics system often becomes overloaded, causing late deliveries even for “guaranteed” fast services.