Abstract
The development of information and communication technology (ICT) and its wide application in marketing led to the development of online retailing where customers now shop from the convenience of their homes and/or offices. This has redefined customer satisfaction as customers can go online to read and learn product reviews before making purchases. With the emergence of social media, customer engagement is rife and can create value for the firm. Several models have been employed in studying customer satisfaction with online retailing. These include the disconfirmation of expectations model, perceived performance model, rational expectations model, expectations-artifact model, attribution model, cognitive dissonance model, comparison level model, contrast model, and the Kano model. This chapter is on customer satisfaction with online retail transactions. It looked at the concept, models, and customer engagement; and stressed the need for a holistic/multidimensional approach to engagement as a way of enhancing engagement in the present information, communication and technology (ICT)-driven age. The methodology involves the review and analysis of published works/researches and reports as well as review and analysis of messages and posts by online vendors to customers. It also includes observations and notice of transactions from customers as they receive wares from online vendors.
Highlights
Customer satisfaction is a customer’s feelings of pleasure or disappointment from consuming a product or service and comparing perceived outcome to expectations
We suggest that current studies should focus on the applicability of this model in predicting consumer satisfaction, especially in the online retailing studies
The model further posits that when the value gain from consuming a product is lesser than expected, the customer will exaggerate the difference between the product received and the product expected, and contrast model further predicts that products that perform below expectation will be rated poorer than it is in the actual sense
Summary
Customer satisfaction is a customer’s feelings of pleasure or disappointment from consuming a product or service and comparing perceived outcome to expectations. Profitability, sustainability, and the likes are being considered in the world of business, no organization dares neglect the fact that customer satisfaction plays a significant role in affecting these indicators. Fronting such goals as productivity, profitability, and growth as the major pursuits of an organization with less attention on satisfying customers is an exercise in futility. Retailers have beginning to appreciate the role of ICT as a major enabler in the course of speeding up processes and cost savings to the business.
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