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HKU SPACE Students perception on Online Shopping Inhaltsverzeichnis 1. INTRODUCTION. 4 1.1. Abstract 4 1.2. Introduction. 5 1.3. Methodology. 6 2. DISCUSSION. 8 2.1. Trend. 8 2.1.1. Online Shopping
ITC2013M: Fashion Marketing
([Lecturer: Dr. Kin Man To])
Individual Term Paper:
[Topic: Does online shopping lead to customer satisfaction?]
Word count: 2625 words
Does online shopping lead to customer satisfaction?
In the recent years, the ways of shopping have changed dramatically.
More and more people choose to purchase online rather than purchasing from a physical store. This behavior is driven by the advantages of online shopping. Including the convenience of shopping online, the ability to compare the price easily, the enjoyment of shopping experience, the secure payment methods, the product delivery and the detailed product information offered by the retailers.
These advantages could possibly satisfy the customer. The present writer holds the view that online shopping could lead to positive customer satisfaction. In this essay, the following will be discussed: the definition of customer satisfaction, the advantages of online shopping which lead to positive customer satisfaction, the disadvantages of online shopping which dissatisfy the customer and the differences between customer satisfaction on online shopping and traditional offline shopping.
Customer satisfaction is a judgment and attitude, it does not refer to happiness, and the only way to express satisfaction is either satisfied or dissatisfied.
Before purchasing, customer will have a perceived expectation of the products and services. When they have the actual purchase, they will compare the real products and performance of the services to their perceived one. Customer can be satisfied if the expectation of the products or services is exceeded or equal. In contrary, if there is a negative disconfirmation, it will dissatisfy the customer.
It is important for an e-commerce company to let customer content with their products and services because customer satisfaction could possibly increase customer loyalty and profitability. (Jiradilok et al.,2014, Sankaran,2010.....[read full text]
Perea and other scholars (2004) indicates that the enjoyment of online shopping drives from the appreciation of one’s own experience despite the resulted consequences. From the playfulness of shopping online, by not only completing the shopping tasks, customers can possibly feel entertained through the online shopping experience. This could meet the expectation of customer which personally think that online shopping is a relaxation and enjoyment rather than a task.
Customers can feel escaped, pleasured and aroused from the enjoyment of online shopping experience. By escaping from the real world to the virtual world, feeling good and satisfied, and also being stimulated in engaging the online shopping activities and the unplanned purchasing (Menon and Kahn,2002., Mathwick et al.,2001). This kind of feelings can satisfy the customers positively by meeting their expectation of an online shopping experience, which could help them to develop positive values and attitude.....