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Customer Satisfaction in B2C E-Commerce

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Bachelor Thesis


Business Administration>Marketing & Sales




Bachelor Thesis: User and customer satisfaction Some existing IS and marketing literature regard user satisfaction as a key determinant of overall success (Hennig-Thurau & Hansen, 2000; Adams, Nelson, & Todd, 1992; Müller, 1991). Saarinen (1996) believes that “user satisfaction may depend on the ease of use and appropriate support for their own work” (p.104). It becomes important to focus on end users and their attitudes towards different systems. Understand user-level satisfaction. Mahmood, Burn, Gemoets, and Jacquez (2000) suggest that research on user satisfaction is one of the most appropriate and commonly used methods for evaluating IS. It explains why researchers focus on trying to define end users and their satisfaction. At the same time in the field of internet and marketing, experts are identifying important variables that may affect user and customer satisfaction in websites and different e-commerce environments. Researchers believe that in the fast-growing online retail world, improving the overall quality of online retailers is necessary to achieve customer satisfaction (Liu & Arnett, 2000). Other factors such as customer loyalty and customer trust are also qualities that companies strive to achieve. In fact, some studies have shown that loyalty can be associated with terms such as user satisfaction and trustworthiness (Corbitt, Thanasankit, & Yi, 2003; DeLone & McLean, 1992). Marketing experts point out that customer trust is one of the most powerful tools in business (Business Weekly, 2006). Companies that have established a large number of customer trust over the years can charge higher prices than their competitors, provide different features than customers are looking for, and even require them to wait longer for delivery. In the end, customers will still remain loyal. The commerce market is fiercely competitive, and today’s B2C business customers are more concerned about the amount of support and services provided by online retailers than ever before. For example, if a customer does not like the services and support retailers offered by a particular online, the option to choose one of its competitors and possibly obtain the same product or service is always available. McLean and DeLone (2003) believe that service quality can lead to the success of e-commerce, and there are several IS studies (Dyke, Kappelman, and Prybutok, 1997; JJ, Klein, and Carr, 2002), by using Zeithaml et al. (1988) The service quality tool SERVQUAL created. A recent work by Lee & Lin (2005) used the SERVQUAL scale project and modified it to establish the dimension of electronic service quality to adapt to the online store environment. 2.3 Research model selection Molla & Licker (2001) believes that the term user satisfaction in the McLean & DeLone model (see Figure 2) should be changed to customer e-commerce satisfaction, because in e-commerce you are dealing with buyers and sellers Marketing environment. Molla & Licker (2001) described customer satisfaction in e-commerce as follows: "Customers' reaction or feeling to all aspects of the e-commerce system experience" (page 137). This study will use the same definition mainly because it describes the focal structure in a special and extensive way. For convenience, this study chose to use the complete expression "customer e-commerce satisfaction" instead of just calling it "e-commerce customer satisfaction". In DeLone & McLean (2003), quality dimensions, information quality, system quality, and service quality are related to user satisfaction and can be used to measure customer satisfaction. Many studies mentioned in the previous chapters have asserted that the success of a website is a multi-dimensional structure that includes variables from these three dimensions. Within the parameters of the three dimensions of information quality, system quality, and service quality, many variables that may affect customer perception can be found and tested for their correlation with customer satisfaction. In addition, by staying within these parameters, the separation and placement of structures and variables in their correct dimensional categories becomes easier. Listed below are the dimensions for further discussion of its link structure. In other words, the quality of e-commerce website content and how it meets the needs of customers. Content characteristics such as completeness, relevance, usefulness, product diversity, up-to-dateness and ease of use are usually related to the success of the website (Nielsen, 2000; Molla & Licker, 2001; Palmer, 2002; McLean & DeLone, 2003). It is very important to process and present these content features in the most effective way. Consumers, especially in a B2C environment, expect the entire buying experience to meet all their needs effortlessly. Lack of expected functions will be noticed, which leads to dissatisfaction (Dran, Zhang, & Small, 1999). McLean & DeLone (2003) believes that information/contentsecurity is a variable that is also an information quality parameter. In addition, Liu & Arnett (2000) explained that if financial information is not presented and transmitted securely, customers will never pay for any product or service over the Internet. Therefore, secure information and secure transactions may be critical to the success of online retailers. Read Less