MBA essay:网上购物客户满意度提升Consumer Loyalty

Consumer Loyalty

本文对于研究网上购物客户满意度是非常好的参考资料，对于留学生来说，是非常宝贵的dissertation写作参考资料。

本课题主要的变量是客户满意度、网站设计、信息质量、销售规划、安全性/隐私、事务处理能力、回应时间、支付手段、配送及客户服务。
 

2.1满意度（因变量）
 

满意度是网购时最重要的客户反映，而其重要性体现在它有助于增强客户忠诚度(Anderson and Srinivasan 2003)，树立良好口碑(Bhattacherjee 2001)，诱导重复购买(Reibstein 2002)以及提高公司的市场份额和盈利能力(Reichheld and Schefter 2000)。满意度有不同的定义方式。此外，一些研究者主要关注其消费者对网站特色的知觉，诸如后勤支持、安全性、首页设计此类，以及客户网购满意度的影响(Ho and Wu 1999, Szymanski and Hise 2000) 。这些客户知觉有助网店确定其特色，增强客户满意度。
 

按照Oliver研究，当客户情绪被不确定性的预期所包围时候，草率的心理状态就会产生，客户的满意度就与客户先前体验相关联。Szymanski and Hise (2000)认为客户对便利性、销售规划（产品供应及产品信息）、网站设计、经济安全的知觉对电子满意度评估至关重要。满意度首先是根据客户对所购买的产品的肯定来预测的，其次便是通过首次使用信息系统并对其有效性的感知(Chang et al. 2005)。

 

The main variables for this study, which are customer satisfaction, web site design, information quality, merchandising, security/privacy, transaction capability, response time, payment, delivery and customer service.

 

2.1 Satisfaction (Dependent variable)

 

Satisfaction is most important consumer reactions in Internet shopping, and its importance is reflected in the ability to help build up customer loyalty (Anderson and Srinivasan 2003), enhance favorable word of mouth (Bhattacherjee 2001), lead to repeat purchases (Reibstein 2002) and improve the company’s market share and profitability (Reichheld and Schefter 2000). Satisfaction has been conceptualized in a variety of ways. In additional, some researchers focus primarily on the impact of consumer perceptions of website characteristics (Ho and Wu 1999, Szymanski and Hise 2000), such as logistical support, security, homepage design, and the like, on customer satisfaction with Internet shopping. These insights into consumer perception help identify features of Internet stores that have considerable impact on building customer satisfaction.

 

According to Oliver (1997) customer satisfaction as the summary psychological state resulting when the emotion surrounding disconfirmed expectations is coupled with a customer’s prior feeling about the customer experience. Szymanski and Hise (2000) contended that consumer perceptions of online convenience, merchandising (product offerings and product information), site design and financial security play important roles in e-satisfaction assessments. Satisfaction is predicted primarily according to consumer confirmation of expectations based on their experiences and secondarily by the perceived usefulness from the initial use of an information system (Chang et al. 2005).#p#分页标题#e#

 

Customer satisfaction defined as a customers’ overall evaluation of the performance of an offering to date. Customer want meet their needs and wants and the object of their evaluations ( Paker and Mathews,2001).

 

All factors relevant to the process of online shopping will affect customers’ overall satisfaction. According on the studies of Oliver (1980), Cadotte et al. (1987), and Spreng et al. (1996), overall satisfaction is defined as an affective state representing an emotional reaction to the entire online shopping experience. This definition focuses on the process evaluation associated with online shopping behavior. In the following analysis, the concept of overall satisfaction is referred to simply as “satisfaction”, referring to a customer’s degree of satisfaction upon completion of an online shopping experience.

 

2.2Information search and alternatives evaluation stage

 

At the stage of information search and alternatives evaluation, information quality, web site design and merchandise attributes may affect customers’ satisfaction.

 

2.2.1Information Quality and Customer Satisfaction

 

(DeLone and McLean 1992, 2003) has found that high information quality associated with system use, user satisfaction, and net benefits. According to Turban and Gehrke (2000) urged that the quality of the web content has potential to attracted to or driven away from the local and foreign website. Besides that, Janda et al. (2002) and Szymanski and Hise (2000) described that information quality is a strong determinant of consumer satisfaction in Internet shopping.

 

Kateranttanakul (2002) suggested that the reliability of website content facilitates consumers to perceive lower risks, better justifications for customers’ decisions and ease in reaching the optimal decisions, and in turn affects customer satisfaction and intention to purchase online. Furthermore, (Daft and Lengel 1986) emphasized the importance of the quality, accuracy, and reliability of the information website exchanged across a medium.

 

Content of information refers to the completeness and relevance of website content. One thing Internet consumers are conscious of his time. Madu and Madu (2002) suggested that Internet users rarely read web pages in detail but they scan the pages between local and foreign website in order to find the information they needed. (Nah and Davis 2002) said that, customers want to find the information that they want quickly and with little effort. Therefore, it is important to deliver concise and relevant information on the website. On the other hand, Sullivan (1999) urged that Internet retailers provide more detailed information in foreign website, the higher the breadth of user categories and user orientation of that website, it results in a better likelihood of consumer acquisition and retention.#p#分页标题#e#

 

H1: Greater information quality will improve customer satisfaction in local and foreign online shopping.

 

2.2.2 Website Design and Customer Satisfaction

 

(Than and Grandon, 2002) urged that website design quality is crucial for online stores website design describes the appeal that user interface design presents to customers (Kim and Lee, 2002). The value proposition and address should be reflected in website to satisfy the customer needs to ensure customers repeat visit and gain their loyalty. PR Newswire (2000), concluded that website design are currently the largest obstacles to attract customers make purchase decision.

 

Nielsen (2003a and 2003b) urged that it is important a good website design can increase customers’ satisfaction. If the customer faces too difficult to use between local or foreign website, they will not be a purchase or return visit. In their research on web customer satisfaction, McKinney et al. (2002) asserts that even if the website provides the information necessary to complete the intended task, but if the customer has difficulty in searching or retrieving his needed information, a website will be abandoned.

 

Navigation, product information, and website design are critical to customers’ satisfaction [Szymanski & Hise 2000]. Hence, a key to building a usable website is to create good links and navigation mechanisms Mannix 1999; Radosevich 1997). An advantage of the Internet is its capacity to support interactivity for users [Palmer 2002], and online consumers are always influenced by the interactivity of the Website [Alba et al. 1997; Jarvenpaa & Todd 1997]. Consumers should perceive more fast, uncluttered, interactive, and easy-to-navigate sites with quality searching capabilities. The company should reflect the image on their website that is trying to project and which the customer will remember and return back to the website. (Constantine and Lockwood, 1999; Spool et al., 1999) suggested that the navigation of a web site can be carried out with valid links only. Once links be used, these links should changed color and should correctly describe the information to which they lead so the user can knows they have used the link before. (Creative Good, 2000; Vassilopoulou and Keeling, 2000).Szymanski and Hise (2000) found that an aspect associated with web site design is important element in forming customer satisfaction. (Pastrick, 1997) stated that shopping is thought to be pleasurable and satisfying to consumers when the retailing sites are uncluttered and easy-to-navigate. Cho and Park (2001) found that the customer satisfaction is evaluated using the quality of web site design. (Wolfinbarger and Gilly, 2003) assert that a recent study found that website design factors are strong predictors of customer quality satisfaction, judgments, and loyalty for internet retailers. Thus, the following hypothesis is proposed:#p#分页标题#e#

 

H2: Good web site design will have a positive effect on local and foreign online shopping customer satisfaction.
 

2.2.3 Merchandising and Customer Satisfaction
 

In the alternatives evaluation stage, merchandising including merchandise variety and price is important for decision making. Merchandising is defined as the factors associated with selling offerings online separate from site design and shopping convenience (Szymanski & Hise 2000). Jarvenpaa and Todd (1997) found that consumers were disappointed with the depth of a merchant’s offerings, but they were impressed by the breadth of stores on the Internet. Schaupp and Belanger (2005) suggested that breadth and depth of product should be provided by online shopping for offers to the consumers.

 

(Jarvenpaa & Todd 1997) suggested that the merchants who have offered a wide variety of products and selections to customers seem to be more successful. On the other hands, Kalakota and Whinston (1996) argue that customers should be offered the opportunity to make requests for their products that are difficult to get via traditional channels. Jarvenpaa and Todd (1997) urged that it may be that consumers expect online shopping offered a wider product variety because of the reach of the Internet and the potential to track down specialty goods and services.

 

Szymanski and Hise (2000) indicate that wider assortment of products more attractive to customers and their satisfaction would be more positive when offered superior product assortments. Customers will have more alternatives; if there is more variety of merchandising therefore it will increase their satisfaction. One of most online shopping element is price, and many early online marketers used price to lure consumers to their access their websites (Chen and Chang, 2003).

 

Merchandising includes product-related characteristics such as assortment, variety, and product information (Jarvenpaa and Todd, 1997). Variety of product can increase the probability that consumer needs will be met and satisfied. But, that is not all products are available in the merchant’s catalog or real store are available online (Szymanski and Hise, 2000).

 

[Szymanski & Hise 2000] stated that superior product assortment results in positive perceptions of customer satisfaction, especially if the customer wants an item that isn’t widely available. So, it is proposed that:

 

H3: Wider merchandise variety and low price will have a positive effect on local and foreign online shopping customer satisfaction.

 

2.3 Purchase Stage

 

At the purchase stage, privacy/security, transaction capabilities, speed of operation, and payment may affect customers’ satisfaction.

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2.3.1 Security/Privacy and Customer Satisfaction

 

Privacy is the ability of an individual to control, manage, and selective personal information during their making purchasing decision. To eliminate the privacy concern, most web-based marketers develop privacy policies to protect individual privacy.

 

According to (Gefen, 2000), consumers are concerned about online payment security, reliability, and privacy policy of the online shopping. Security is one of the most critical elements and it should be concerned by online vendors. For example, the extent to which customers believe the site is safe to use and that personal information is protected (Zeithaml et al, 2000). Sometimes, security considered to be the main barrier to customers online shopping. This is because lack of security will make customers feel unsecure when purchasing products from the companies. (Verdict, 2000; Vassilopoulou and Keeling, 2000; Vernon, 2000; Clicksure, 1999) stated that it is crucial that any website offers a secure payment method online or has a security policy accessible on every page. However, new ways of paying for products over the Internet are being rapidly developed. Some online retailers have their security managed by a third party, as described by Vernon (2000). So, security is a critical factor in acquiring and retaining consumers as online shopping service users.

 

Kalakota and Whinston (1996) urged that a security threat as a circumstance, condition, or event with the potential to cause economic hardship to data or network resources in the form of destruction, modification of data, disclosure, denial of service, and/or fraud, abuse, and waste. Despite the fact that security positively influences intention to purchase online (Ranganathan & Ganapathy 2002; Salisbury et al. 1998), it remains one of the major concerns (Kiely 1997; Mardesich 1999; Mayer et al. 1995). Some consumers still forced to release payment card information to online merchants and fearing a loss of control over their accounts. Merchants and financial institutions, in turn, are concerned about the costs associated with online chargeback and fraud. Bélanger et al. (2002) found that the presence of security features on an online shopping website was important to consumers, and discuss how consumers’ security concerns may be addressed by similar technology protections as those of the business, such as encryption and authentication.

 

(Wiegran and Koth, 2000; Vassilopoulou and Keeling, 2000; Cliksure, 1999; Vernon, 2000; Holt, 2000; Ody, 2000) assert that, privacy also considered another barrier to online shopping. Privacy in online shopping can be defined as the willingness to share information over the Internet that allows for the conclusion of purchases (Bélanger et al. 2002). However, many users have concerns over potential misuse of personal information (Brown & Muchira 2004; Hair et al. 1995; Ranganathan & Ganapathy 2002; Torkzadeh & Dhillon 2002). (McGinity 2000) said that many websites display privacy policies. Besides that, independent companies can verify, audit, and certify privacy policies (Ranganathan & Ganapathy 2002).#p#分页标题#e#

 

Based on Clicksure (1999), customers can contact the company or check that it exists because websites included a physical address for the company with title and registration details. Therefore, customers should learn to look at the privacy policies before committing any personal details before make any purchases. Consumers are concerned about disclosing their private and financial information.

 

Compared with the traditional economy, online consumers are more keenly aware of the need for privacy/security (Culnan, 1999; Friedman et al., 2000; Grewal et al., 2004). Security of online transactions continues to dominate the discussions on local and foreign online shopping (Elliot and Fowell, 2000; Szymanski and Hise, 2000; Liao and Cheung, 2001). Basically, security concerns about user authentication and concerns about data and transaction security (Elliot & Fowell, 2000; Gauzente, 2004; Liu et al., 2004; Szymanski & Hise, 2000). Since the site studied guarantees complete anonymity, security is based on the consumers’ perceptions of the security policies and their beliefs that they can safely use the site without being tracked down. Inadequate infrastructure, lack of trust, and privacy and security concerns often lead to lost sales (Yianakos, 2002; Grabner-Kraeuter, 2002). According to the prior research, satisfaction with the online shopping of online stores is expected to increase if perception of security risk decreased. (Szymanski and Hise,2000 and Heiner et al., 2004). This leads to my next hypothesis:

 

H4: Greater security/privacy will have a positive effect on local and foreign online shopping customer satisfaction.

 

2.3.2 Transaction Capability and Customer Satisfaction

 

A commonly reason for online shopping is convenience (Chen and Chang, 2003). Hence, it will raise the customer satisfaction if improve the website’s transaction capability between local and foreign website. Once transaction capability had been increased, it can ensure that all the online shopping operations can be complete on internet and then save the customers’ operation time. Therefore, the study designs the following hypothesis:

 

H5: Great transaction capability will have a positive effect on local and foreign online shopping customer satisfaction.

 

2.3.3 Response time of Operation and Customer Satisfaction

 

Response time refers to the speed of access and information downloading, and the availability of the websites at all times. Wan (2000) suggests that responsiveness refers to load time and search time. Within the local website, the speed with which a computer system responds has been argued to be an important factor influencing the usability and emotional responses from users (Chin and Lee 2000). In the online shopping context, Weinberg (2000) urged that consumer evaluation of a website quality is inversely related to the perceived loading time of the web page. Furthermore, Turban and Gehrke (2000) found that page-loading speed was rated as the most important determinant of successful website design. Therefore, they suggest that the speed of access internet and information downloading should have strong impact on internet shopping to increase customers’ satisfaction. Customers expect online stores to respond to their inquiries promptly (Liao and Cheung, 2002). Responsiveness describes how often an online store voluntarily provides services that are important to its customers (Parasuraman et al, 1988; Yang, 2001; Kim and Lee, 2002).#p#分页标题#e#

 

According to Watson et al. (1998) referred to responsiveness as willingness to help customers, and it can be measured by the time taken before replying to customers’ inquiries. Zeithaml et al. (2002) indicated that responsiveness relates to the promptness of response from the internet stores, mainly when customers have questions or run into problems. As suggested by Dubbs (2001), responsiveness is enhanced when the site provides flexible return and exchange policies that will encourage customers to make online purchases since it reduces the perceived risk associated with the purchase. Some studies measured responsiveness with regard to how often an online store voluntarily provides services that are important to customers (Parasuraman et al., 1988; Yang, 2001; Kim and Lee, 2002). According to Liao and Cheung (2002), customers expect online stores to respond to their inquiries promptly.

 

Ody (2000) assert that the main reasons customers go onto the internet are to find information or purchase a product with an emphasis on convenience and speed. Vassilopoulou and Keeling (2000) rate accessibility as the speed with which the home page and following pages download. Holt (2000) also stresses the importance of fast downloading home page. Zona Research (Gann, 1999) have calculated the probability of customers using a site if the page response was too slow, reporting that, if the page download under seven seconds, fewer than 10 per cent of customers would leave the site and that if the page takes 8 seconds, 30 percent of customers would leave, and if it exceeds 12 seconds, 70 percent will leave. Through this, website vendors must take action for the response time and downloading time to make sure customer will loyalty to their website either local or foreign website. The most important factor for any website is accessibility and rapid response. Customers use the internet for convenience in making purchasing, so they will not tolerate slow response. Gann (2000) also emphasizes the fact that website must be accessible 24 hours a day, seven days a week, 365 days of the year to ensure that each customer can easily accesses to the website.

 

Moreover, online shoppers are known for low tolerance (Chen and Chang, 2003), it is estimated that, on average, online shoppers only wait for 8 seconds for system feedback before bailing out (Dellaert and Kahn, 1999). A web page designer has to consider not only appearance and functionality, but also loading time (Weinberg, 2000).

 

Furthermore, previous researchers found that responsiveness of web-based services have highlighted the importance of customer satisfaction (Yang and Jun, 2002; Zhu et al., 2002). Therefore, the following hypothesis:

 

H6: Rapid response time will have a positive effect on local online and foreign online shopping customer satisfaction.

 

2.3.4 Payment and Customer Satisfaction#p#分页标题#e#

 

Normally, online shoppers use credit card to make their payments, however some systems enable users to create accounts and pay by alternative means, such as: Debit card, cash on delivery (C.O.D.), cheque, wire transfer/delivery on payment. While credit cards are currently the most popular means of paying for online goods and services. Some sites will not allow international credit cards and billing address and shipping address have to be in the same country in which site does its business. The financial part of a transaction might be processed in real time (for example, letting the consumer know their credit card was declined before they log off), or might be done later as part of the fulfillment process.

 

A commonly cited reason for online shopping is convenience (Chen and Chang, 2003). Therefore, it will raise the customer’s degree of satisfaction to improve the web site’s convenient payment mechanism to ensure completion of all online shopping operations and save the customers’ operation time. This emerging evidence from the basis for the hypothesis:

 

H7: A convenient payment mechanism will have a positive effect on local and foreign online shopping customer satisfaction.

 

2.4 Post-purchase Stage

 

Post-purchase evaluation can be influenced by the efficiency of logistics and customer service.

 

2.4.1 Delivery and Customer Satisfaction

 

Schaupp and Belanger (2005) stated that delivery refers to the total time spent over shipping and handling after post-purchase stage. He also pointed out that reliable and timely product delivery is essential to customers’ satisfaction. Based on this argument, Schaupp et al. (2005) argued that vendors should not only minimize delivery time but also provide parcel tracking mechanisms to reduce consumer anxiety.

 

In the online shopping environment, not only is the consumption of goods separated from production, thus making it necessary for goods to be delivered to consumers before consumption, there is also a delay in the delivery of goods. Delayed delivery may decrease customers’ satisfaction level, so delivery time is very important in determining online shopping customer satisfaction. Delivery time is the total time between order placement and delivery, which includes: dispatch, shipping, and delivery. Dispatch is the amount of time necessary for an order to go from initial order placement to being shipped out. During shipping the purchase is in transit from the merchant’s warehouse to the shipping company’s distribution facility. Delivery is the amount of time necessary for the package to go from the distribution center to the customer’s door. Customers must be made aware of delays to minimize disappointment when the delivery date isn’t met. Satisfaction is partially dependent upon expectations being met.#p#分页标题#e#

 

As we know that shipping and handling as a factor reflecting on the shopping convenience dimension is consistent with two-factor (convenience and reliability) solution of online retailer characteristics by Pan et al. (2002). For example, some consumers may seek quick delivery of products, whereas others may prefer to wait if they can pay lower shipping and handling charges. It is worth mentioning that it may also help to build retail store image. Such economy and flexibility of shipping and handling can have a significant and positive effect on customer satisfaction.

 

Any delivery information such as expected delivery times and shipping cost should be made accessible from the home page or with the product information so that customers are aware of the prices before they begin to make any purchases (Vassilopoulou and Keeling, 2000). If customers go through the purchasing process only to find that the shipping costs are more than they want to pay, they will leave with negative feelings. If customers know the cost from the beginning, they may still proceed with a purchase. Hence, the company may be able to turn a negative factor into a positive experience. For the delivery times, some websites have managed to get orders out to the customer the next day. For example, products such as books, CDs, clothes, and bags, this delivery expectation can be reached. Moreover, website should advise the customer of the time limit for delivering a product, and also provide tracking of their shipment.

 

Hence, the following hypothesis is developed:

 

H8: Faster delivery will have a positive effect on local and foreign online shopping customer satisfaction.

 

2.4.2 Customer Service and Customer Satisfaction

 

Customer service is one of the most important concepts in marketing, and has attracted a great deal of research interest in the past few decades. Existing customer satisfaction literature (Anderson and Sullivan 1993; Fornell 1992; Shemwell et al. 1998) highlighted the importance of service quality as an antecedent of customer satisfaction. Service quality is the customers’ subjective assessment of the expectations with actual service performance to local and foreign website (Parasuraman et al. 1985). The evaluations are not made solely on the outcome of a service. Besides that, they also involve these evaluations of the process of service delivery.

 

Internet shopping as a special type of computer application involving interactions with a computer environment, we cannot simply explain internet shopping satisfaction in terms of local website dimensions. It should be mentioned for foreign website also. In this study, are not just the end-users interacting with the Internet stores, but also the consumers who are engaging in an exchange relationship with the Internet shopping. In this view, it is important to include the components of relationship international business in the study of Internet shopping satisfaction. The service quality was recognized in the mid 1990s (Kettinger and Lee 1997, Pitt et al. 1995, and Van Dyke et al.1997), and thereafter much attention has been devoted to the issue. Given the changing dynamics of the global marketplace and the increasingly intense competition, delivering quality customer services become a differentiating strategy, particularly, in the online environment. Indeed, DeLone and McLean (2003) have recently updated successfully by adding service quality as an antecedent of satisfaction.#p#分页标题#e#

 

H9: A higher level of customer service will result in greater satisfaction for local and foreign website.

 

2.5 Research Framework

 

Stage 1: Information search and alternative evaluation

 

Stage 2: Purchase

 

Stage 3: Post-purchase

 

Transaction capability

 

Information quality

 

Response time

 

Delivery

 

Website design

 

Customer Service

 

Security/Privacy

 

Merchandising

 

Payment

 

Overall satisfaction

 

Figure 1: Research Framework of Consumer Satisfaction with Internet Shopping

 

The key components of the research framework for consumer satisfaction with Internet shopping can be seen in Figure 1.This study divides the purchasing process into three stages: information search and alternatives evaluation stage, purchase stage and post-purchase stage, and proposes a model of the satisfaction process in the online shopping environment.