Evaluation of Customer Satisfaction in the Digital Environment

Abstract

Internet has become an important tool to deliver products, information, and services. Thus, customer satisfaction is increasingly recognized as a significant aspect of online business activities and is considered as a key determinant for successful digital services. Furthermore, since keeping current customers is more profitable than acquiring new clients, it is vital to gain customer satisfaction to achieve organizational goals. This introduces a new requirement to measure customer satisfaction as a factor for continuous business improvement. Therefore, there is a clear need for a theoretical survey instrument that integrates all aspects of customer satisfaction in the digital environment. The chapter responds to this need by its exploratory nature. In the first step, exploratory analysis is used to extract all customer satisfaction dimensions. Then, the exploratory factor analysis is used to cluster the factors effectively; thereby, further analysis including content validity, discriminate, and constructive testing is used to test the proposed survey instrument.