Online Customer Satisfaction Research Articles

Does online service failure matter to offline customer loyalty in the integrated multi-channel context? The moderating effect of brand strength

PurposeThe purpose of this paper is to investigate the effect of online service failure on online customer satisfaction and offline customer loyalty, and the moderating role of brand strength is also examined. While extant research on brick and click service mode recognizes the positive spillover effect from offline stores to online stores, this study analyzes the negative spillover effect from online stores to offline stores.Design/methodology/approachThis paper tests the hypotheses by two studies. Study 1 is based on a 2 (failure severity: mild vs severe) × 2 (brand strength: strong vs weak) between-subjects experimental design using scenarios in a brick and click retailer context, while study 2 is based on data collected from a scenario-based questionnaire survey and analyzed through the structural equation modeling.FindingsThe results indicate that participants exposed to severe online service failure show lower online satisfaction as compared to their counterparts exposed to mild online service failure, but they show the similar level of offline loyalty in both degrees of online service failure. Nevertheless, these results are not moderated by brand strength significantly.Research limitations/implicationsAn experimental design and a scenario-based questionnaire survey are used to test the framework. However, the generalizability of the research findings is still limited to a specific study setting. Future research in a different setting is needed to further validate the presented findings.Practical implicationsThe findings suggest that physical service providers should adopt aggressive online expansion strategy to seize the market and pay more attention to online service quality rather than online marketing only.Originality/valueThis is one of few studies to explore the risk of brick and click service mode, and provide a clear understanding of the likely occurrence of online service failure and its impact on online customer satisfaction and offline customer loyalty. It extends prior research by exploring non-existence of negative perceptual effect from online service failure to offline customer loyalty in the short run and weakening brand effect, which contributes to cross-channel spillover effect in the integrated multi-channel context and brand building in the internet era.

FACTORS INFLUENCING CUSTOMER SATISFACTION OF ONLINE SHOPPING IN OMAN – YOUTH PERSPECTIVE

Purpose: The objective of the study was to analyze the impact of online customer satisfaction through the product quality, application safety, delivery guarantee, and the offers through online shopping.
 Design/methodology/approach: For this research, the purposive sampling method was used to collect 120 samples through a questionnaire– from those who are performing online shopping in Oman especially the youth. SPSS was used to analyze the collected data. Chi-square analysis, ANOVA and Kolmogorov-Smirnov ranking analyses were carried out to conclude.
 Findings: The results of the empirical study reveal that the perceptions of the youth confirming the product quality & service guarantee influenced comfort and satisfaction to the online customers. The study also revealed that the service tangibility concerning the guaranteed package and delivery process along with the lowest price motivated them to go for online shopping repeatedly.
 Research Implications: The study illustrates through Quality Safety Assurance (QSA) model, the factors viz. Product Quality, Application Safety, Delivery Guarantee, and Offers should be focused to improve the online customer satisfaction, and the best-buy offers are the factors which need more attention to increase the Omani clientele.
 Social implications: The study throws light on the factors and their important role towards improving customer satisfaction during online shopping and the ways and means to augment the same.
 Originality/Value: Only a very few have examined the factors influencing thecustomers’ satisfaction of online shopping in Oman, and it is a first-hand study of its kind, and the results will be useful to the online marketers.

Customer Satisfaction and Loyalty in Online and Offline Environment

Customer Satisfaction and Loyalty in Online and Offline Environment

온라인 호텔 예약사이트 구전정보 품질에 대한 고객만족이 행동의도에 미치는 영향

The purpose of this study is to investigate influence among word of mouth information quality of online hotel booking sites, customer satisfaction and behavior intention by an analysis. For the field test and verification, the Busan, Ulsan and Daegu customer with experience by online booking sites from May 1th to May 30th, 2018 were selected as the research objects. The research result is summarized as follows. First, word of mouth information quality of online hotel booking sites impacted positively on customer satisfaction. Second, customer satisfaction with experience by word of mouth information on online booking sites had a positive influence on behavior intention. In conclusion, word of mouth information quality of online hotel booking sites effects customer satisfaction and customer satisfaction effects behavior intention. Therefore, word of mouth information comes to the most significant role of hotel consumer’s making a purchasing decision. So, it is very important factor for marketing strategy and customer satisfaction, positive behavior intention on online hotel booking sites.

Insights into managers’ response behavior: Priority and effort

Managerial response plays an important role in bridging customers and hotel managers in the online environment. Extant studies have examined the effect of managerial response on online reputation, customer satisfaction, and customer revisits, among others. However, the actual response behavior of managers to customer reviews remains unclear. To address this research gap, we collect data from a leading travel website and empirically analyze the response priority and effort of managers. Findings show that managers have preferences in their responses. (1) Managers prioritize digest, negative, and long reviews when responding to customers. The probability of managerial responses to digest reviews is 1.9 times that of general reviews. (2) Managers also exert additional effort when responding to such reviews. A one-score decrease in customer review leads to an approximately 17-word increase in managerial response. This study concludes by presenting the theoretical and managerial implications of these findings.

Gender Differences in Online Customer Satisfaction: The Asymmetric and Nonlinear Effect

ABSTRACTThe article aims to determine the extent of gender-related differences in user satisfaction with websites with a focus on the asymmetric and nonlinear effects of customer satisfaction. An experiment was conducted with 15 men and 15 women who undertook a typical task (scenario) on 44 websites. Overall, 1,320 evaluations of website quality attributes were obtained and analyzed. The results reveal that men and women differ in their website quality assessment. Marketing professionals should consider their target audience's gender when designing a quality website, or even devise ways of approaching both gender groups through distinct means.

Theoretical Online Customer Satisfaction Model in Hotels as SMEs (MunicipalityLicenced and One to Three Star Hotels): Example of Ortaca Hürpedal Bike Festival

Turizm sektöründeki işletmeler için bilgi çağının gerekliliklerine ayak uydurmak hayati bir öneme sahiptir. Bu araştırmanın amacı KOBİ kapsamındaki konaklama işletmelerinde çevrimiçi rezervasyon ve yorum ağları aracılığıyla konaklayan yerli müşterilerin memnuniyetinin ölçülmesidir. Bu amaçla kontrol değişkenini sabit tutmak ve örneklem alma amacıyla 11-14 Mayıs 2017 tarihlerinde düzenlenen 2. Hürpedal Ortaca Bisiklet Festivali’nde Sarıgerme’de yer alan 18 konaklama işletmesinde konaklayan katılımcılar araştırma evreni olarak belirlenmiştir. Elde edilen 227 anket LISREL programı kullanılarak analiz edilmiştir. Yapısal Eşitlik Modellemesi ile elektronik ağızdan ağza iletişim (electronic word of mouth-E-WOM), konaklama işletmesinin hizmet kalitesi, müşteri memnuniyeti ve elektronik müşteri sadakati değişkenlerinden oluşan model test edilmiştir. Yapılan analizler sonucunda elektronik ağızdan ağza iletişim ile müşteri memnuniyeti algıları arasında pozitif ilişki tespit edilmiştir. Ayrıca tesis çalışanlarının sunduğu hizmet kalitesi ve müşteri memnuniyeti algıları arasında olumlu bir ilişki belirlenmiştir. Memnuniyet algıları ve müşteri sadakati algıları da aralarında pozitif ilişki görülen diğer konulardır.

Relationships Among Dimensions of Online Second-Hand Shopping, Satisfaction, and Repurchase Intention

The purpose of this study is to examine the relationships among dimensions of online second-hand shopping, customer satisfaction, and repurchase intention. Responses obtained from 608 Indian online second-hand shoppers show that the dimensions of online second-hand shopping such as price, website quality, nostalgia, and brand image influence customer satisfaction. In addition, customer satisfaction positively affects repurchase intention. Findings of the present study provide intuitive guidelines for online second-hand marketers in approaching emerging markets through effective online shopping strategies.

Online Advertising and Customer Satisfaction of E-Tailing Firms in Nigeria

This study examined the Impact of Online Advertising on Customers Satisfaction of E-tailing Firms in Nigeria. A survey research design was adopted. The source of data used in this study was mainly primary data from the issuance of questionnaire and secondary data from the review of relevant literature bothering on both variables which formed the basis for the argument. Out of a total of three hundred and eighty four (384) copies of questionnaire distributed, two hundred and eighty five (285) copies was used for analysis and analyzed using Spearman’s Rank Order Correlation Coefficient with the help of Statistical Package for Social Sciences (SPSS). The findings of the study reveal amongst others that there is a positive and strong relationship between online advertising and customers’ satisfaction; and online advertising significantly affects customer satisfaction. The study concludes that online advertising influenced satisfaction of the customers to a strong extent. However, online advertising is a key determinant of customer satisfaction as it is considered as a point of interaction between customers and the company from which they buy their products. A heuristic model was proposed to show our contribution to knowledge that the relationship between e-mail marketing and measures of customer satisfaction is very strong and is moderate on all other tested hypotheses. And the study recommends that advertising managers of e-tailing firms must develop and formulate e-mail marketing programs that will satisfy the needs of consumers and advert should be placed on stations and places where consumers can easily identify with them and make a purchase. Suggestions for further studies were outlined.

Research on Online Customer Satisfaction of Bank: A Case Study of Commercial Bank of Ethiopia

Research on Online Customer Satisfaction of Bank: A Case Study of Commercial Bank of Ethiopia

THE ROLE OF ACCESS TO INTERNET ENABLED DEVICES ON CUSTOMERSATISFACTION IN COMMERCIAL BANKS. A SURVEY OF SELECTEDBANKS IN MERU COUNTY

With commercialization of the internet, businesses world over began to explore ways of delivering services via internetto reduce their operating costs especially in regard to labor overheads. This study sought to establish the role that accessto internet enabled devices plays on customer satisfaction in online based services, in commercial banks in Meru Countyin Kenya

Comparative Analysis of Results of Online and Offline Customer Satisfaction & Loyalty Surveys in Banking Services in Montenegro

Abstract The logic that customer satisfaction is the starting point of marketing and business activities is based on the assumption that customer satisfaction leads to customer loyalty, keeping in mind all of the positive effects that customer loyalty has on business success of an organization. Because of this, marketing and management theory and practice dedicate particular attention to the concepts of customer satisfaction and loyalty. In this paper we will use the surveys of customers of banking services not only to show the levels of their satisfaction and loyalty, but also to make a comparative analysis of data obtained through online and offline research. This approach was made possible because the research was carried out on a sample which was divided in two groups. All of the participants answered the questions from a unique questionnaire, however, one group took the survey via the Internet (online) while data from the other group of participants was collected in the field by using printed questionnaires (offline). The findings of the comparative analysis of online and offline survey results are presented in the final part of the paper.

Antecedents and consequences of online customer satisfaction: A holistic process perspective

This paper examines the determinants and consequences of online customer satisfaction by considering the entire online shopping experience, based on data collected from our survey of UK consumers in 2016. We found evidence that post online purchase experiences including experiences with order fulfilment, ease of return and responsiveness of customer service are the most significant contributors to online customer satisfaction. Security assurance, customisation, ease of use, product information and ease of check-out, all have significant impact but at much lower levels. The effect of website appearance on customer satisfaction is not significant. Our findings show that online customer satisfaction leads to repurchase intention, and a likelihood of making positive recommendations to others, but not willingness to pay more. We also found the effects of product information, customisation, order fulfilment and responsiveness of customer service on customer satisfaction are stronger for experience products than search products, while there is no significant difference in the effects of other determinants for search products and experience products. Several theoretical and managerial implications are provided, based on our findings.

An Integrated Technical and Marketing Approach to E-Banking Customer Satisfaction

The use of e-banking services has increased competition for on-line customer satisfaction. Previous research works were done basically in terms of customer satisfaction from either the marketing or technical perspective. While each viewpoint has helped to improve understanding of online customer satisfaction, a framework to unify these views is lacking from the current literature. This study explores customer satisfaction of e-bank service via the integrated technical and marketing perspectives. The data collected from a total of 150 on-line e-bank customers were analyzed to test the hypotheses formulated using SPSS statistical package. Reliability analysis, descriptive and regression analysis were performed. There are seven main variables of marketing and technical factors. The results indicated that although these factors do have a tremendous influence on customer satisfaction, however, not all of them exert the same effect. Therefore, it is very important for researchers to take an integrative approach to determine customer satisfaction with e-bank online. The results of this study offer ideas on further enhancing e-bank customer satisfaction by improving technical and marketing of customer service.

Are opinion leaders more satisfied? Results of a SEM model about the relationship between opinion leadership and online customer satisfaction

More and more research is dedicated to address the phenomenon of online word-of-mouth (WOM). Concerning electronic WOM, three major underlying motives can be differentiated: opinion seeking, opinion giving and opinion passing (Flynn et al. 1996; Sun et al. 2006). The main aim of the research is to analyse the relationship between these three dimensions and the level of customer satisfaction. The research is based on a representative sample of 1000 respondents living in Hungary. According to the hypothesized Structural Equation Model (SEM), we can conclude that online opinion seeking behaviour has a significant positive impact on levels of customer satisfaction, as well as on opinion giving and opinion passing. This implies that opinion leaders not just share, but also collect enormous amounts of information about products and services and raise their expectations according to feedback. By doing so, their prior expectations are in relation to the true customer value of online stores and products. This means that customer satisfaction — measured using the disconfirmation paradigm — will reach a higher level, so it is advisory for online retailers to encourage customers to give feedback, write reviews, because it will affect the customer satisfaction level in a positive manner.

Performance measure of online system acceptance and customer satisfaction through airlines websites in Malaysia

Online system and websites are the new emerging channels by the companies to attract the customers around the globe. The online system provides the valuable information about the company's product and services. Customers can acquire all information from the company's website. This paper aims to measure the customer satisfaction with airline websites along with customer acceptance of online system. This means to be a new research area for the information system acceptance researcher. Data was collected from 130 respondents who use airline website for making their travel related decision. A survey approach was used to gather data by administering the questionnaire to the target customers. Statistical tests including correlation, regression and exploratory factor analysis are applied to test on data resulted in support of all hypothesis. The result indicates that all independent variables have strong significant impact on customer satisfaction with online system acceptance and with customer satisfaction.

Performance measure of online system acceptance and customer satisfaction through airlines websites in Malaysia

Online system and websites are the new emerging channels by the companies to attract the customers around the globe. The online system provides the valuable information about the company's product and services. Customers can acquire all information from the company's website. This paper aims to measure the customer satisfaction with airline websites along with customer acceptance of online system. This means to be a new research area for the information system acceptance researcher. Data was collected from 130 respondents who use airline website for making their travel related decision. A survey approach was used to gather data by administering the questionnaire to the target customers. Statistical tests including correlation, regression and exploratory factor analysis are applied to test on data resulted in support of all hypothesis. The result indicates that all independent variables have strong significant impact on customer satisfaction with online system acceptance and with customer satisfaction.

South African generation-X online shopper satisfaction and their repurchase intentions

The growth of online shopping channels gradually forces brick and mortar retailers to explore the importance of online shopping trends and online customer behavior. While maintaining customer satisfaction has been recognized as one of the essential factors for business survival and growth, this has not been sufficiently explored for online shopping platforms. Understanding what online constructs appeal to generation-X consumers is critical for organization that would want to pursue virtual business platforms. From a brief literature review in this study, it could be said that online customer satisfaction and its influences on online repurchase intentions in the South African retailing environment remain sparsely researched. Therefore, this study seeks to analyze the dimensions of online customer satisfaction and regress the online satisfaction dimensions on repurchase intentions of generation-X consumers. An attempt is made to apply the theory of planned behavior and social exchange in the adapted conceptual of the study. These theories are deemed to provide an appropriate theoretical grounding to this study. The target population was South African generation-X online consumers in Gauteng. A total of 377 questionnaires were received for data analysis. Implications of the research findings are discussed and limitations and future research directions are provided. Keywords: online shoppers, online customer satisfaction, repurchase intentions, generation-X consumers, South Africa. JEL Classification: M1, M30, M31, L10

Development and validation of an instrument to measure online retailing ethics

Purpose The purpose of this paper is to identify the dimensions of e-retailing ethics from the consumers’ perspective and to develop a reliable and valid measurement instrument. Design/methodology/approach The paper is based on a quantitative survey conducted among Egyptian consumers aged 18 and above. These were measured on a five-point Likert scale. The reliability and validity of this six-factor scale are verified using empirical data collected randomly from Egyptians’ online consumers. Structure equation modelling used to test the suggested model. Findings The results showed that buyer perceptions about seller ethics (BPSE) is a second order construct composed of six factors (e.g. privacy, security, reliability, non-deception, service recover, and shared value). The results also showed that the BPSE has strong predictive capability in relation to online customer satisfaction and repurchase intention. Originality/value This project is one of the first empirical studies that develop a reliable and valid measurement instrument of BPSE. The findings provide several important theoretical and practical implications for online retailing and academic researchers as well as making a significant contribution to the body of knowledge in the online retailing context.

An Empirical Study on the Drivers of E-Commerce Business

Background/Objectives: The purpose of the study is to identify and examine the drivers of e-commerce business. Perceived value, attitude, customer satisfaction and loyalty are studied as the drivers of e-commerce business in this research article. Methods/Statistical Analysis: A deductive approach is used in this research, which attempts to understand the theory first and the data collected is tested. A questionnaire form of survey is chosen for the study. The sampling strategy used is stratified purposive sampling with sample size 200 reasonably split among students, homemakers, and service professionals. To measure the factors, five-point Likert scales ranging from strongly disagree to strongly agree are used. An empirical evaluation of the relationship of factors has been done and proved statistically. SPSS tool is used for correlation and regression analysis. Findings: This study contributes to the drivers of e-commerce business. Perceived value is measured through functional value, social value and emotional value. The attitude formed through this value enhances online buying behaviour. The research projects a positive attitude towards the buying behavior. This article brings out the importance of perceived value, attitude, customer satisfaction and customer loyalty in the e-commerce business sector. There is a significant positive effect of online customer satisfaction on customer loyalty. Application/Improvement: The e-commerce businesses, in order to succeed, must have greater focus on the perceived value and customer satisfaction. This paper contributes to the enhancement of online customer relationship pertaining to e-commerce.