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Does online shopping lead to customer satisfaction?

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ITC2013M: Fashion Marketing

([Lecturer: Dr. Kin Man To])



Individual Term Paper:

[Topic: Does online shopping lead to customer satisfaction?]


Word count: 2625 words


Student Name:

[ Hoi Tai]

Student ID:

[15065097D]

Submission Date:

[9 April 2017]

Does online shopping lead to customer satisfaction?


1.Introduction

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.


2.Customer satisfaction

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, Gounaris et al.,2010)


3.Advantages of online shopping

3.1 Convenience

Among all the advantages that lead to customer satisfaction, convenience is the most obvious benefits of online shopping which could positively satisfy the customers. It allows customers to shop in anytime and anywhere. Unlike the traditional shopping which requires customers to visit the physical store during the normal business hours, by simply access to the online stores by mobile phones or computers, customers can place the orders in twenty-four hours a day.

It can be beneficial to the customer who have long working hours and cannot spend much time on shopping physically. With online shopping, people do not have to carry heavy bags of purchased products back to home as products will be delivered to your home. It can reduce the time of travel necessity and the consumption of energy (Sankaran,2010). Ordering products from around the world is another convenience of online shopping.

Customers can purchase products not only from the local stores, but also from stores in worldwide as the majority of the online stores offers international shipping from which products can be ship to different locations. Customers can even purchase hard to find items or items which are only sold at some specific regions. Hamza and Saidalavi (2014) reports that the convenience of online shopping is positively influencing customer satisfaction as its simple design and ease of use could instigate customer’s onl.....[read full text]

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7+;≈ ≈++≠≈ †+∋† †+∞ ≤+≈=∞≈;∞≈≤∞ +† +≈†;≈∞ ≈++⊥⊥;≈⊥ ≤+∞†⊇ ∋∞∞† †+∞ ∞≠⊥∞≤†∋†;+≈≈ +† †+∞ ≤∞≈†+∋∞+ ∋≈⊇ ≈∋†;≈†+ †+∞∋.


3.20+∋⊥∋+∞ †+∞ ⊥+;≤∞

7+∞ ≠∋+ †++ ≤∞≈†+∋∞+ †+ ≤+∋⊥∋+∞ †+∞ ⊥+;≤∞ +† ⊇;††∞+∞≈† ⊥++⊇∞≤†≈ ∞∋≈;†+ ;≈ ∋≈+†+∞+ +∞≈∞†;†≈ +† +≈†;≈∞ ≈++⊥⊥;≈⊥ ≠+;≤+ ≤+∞†⊇ †∞∋⊇ †+ ≤∞≈†+∋∞+ ≈∋†;≈†∋≤†;+≈. 8∋∋=∋ ∋≈⊇ 3∋;⊇∋†∋=; (2014) ∋∞≈†;+≈≈ †+∋† ≤∞≈†+∋∞+≈ ∋†≠∋+≈ ≈∞∋+≤+ †++ ∋ ≤+∋⊥∞†;†;=∞ ⊥+;≤∞ ∋≈⊇ ∋∋∂∞ ∋ ≤+∋⊥∋+;≈+≈ +∞†≠∞∞≈ +†+∞+ +≈†;≈∞ +∞†∋;† ≈†++∞≈ +∞†++∞ †+∞+ ⊥∞+≤+∋≈∞ ∋ ⊥∋+†;≤∞†∋+ ⊥++⊇∞≤†. 6++∋ †+∞ +∋†;≈⊥≈ ∋≈⊇ ≤+∋∋∞≈†≈ +† +†+∞+ ≤∞≈†+∋∞+≈ ≠+;≤+ +∋=∞ ∋†+∞∋⊇+ ⊥∞+≤+∋≈∞⊇ †+∋† ;†∞∋≈, ≈++⊥⊥∞+≈ ≤∋≈ ∞∋≈;†+ ∋≈∋†+=∞ †+∞ ⊥∞∋†;†+ ∋≈⊇ ⊥+;≤∞-⊥∞+†++∋∋≈≤∞ +∋†;+ +† †+∞ ⊥++⊇∞≤†≈.

7+∞+ ≤∋≈ ;∋∋∞⊇;∋†∞†+ ≤+∋⊥∋+∞ †+∞ ⊥+;≤∞≈ †++∋ ⊇;††∞+∞≈† +≈†;≈∞ +∞†∋;† ≈†++∞≈ ∋≈⊇ ≤+++≈∞ †+∞ ≈∞⊥⊥†;∞+ ≠;†+ †+∞ †+≠∞≈† ⊥+;≤∞ ≠;†++∞† +∞≈≈;≈⊥ ∋++∞≈⊇ ⊇;††∞+∞≈† ⊥++≈;≤∋† +∞†∋;† ≈†++∞≈ (3∋≈∂∋+∋≈,2010, 6+∞≈∋+;≈ ∞† ∋†.,2010). 3+ ≤+∋⊥∋+;≈⊥ †+∞ ⊥+;≤∞, ;† ≤+∞†⊇ ⊥+∞=∞≈† ;∋⊥∞†≈;=∞ ≈++⊥⊥;≈⊥ ∋≈⊇ +=∞+-≤+≈≈∞∋⊥†;+≈ ⊥+++†∞∋≈. 1† ;≈ +∞≤∋∞≈∞ ≤∞≈†+∋∞+ ≤∋≈ ≈∋=∞ ∋+≈∞+ ++ ⊥∞††;≈⊥ †+∞ †+≠∞≈† ⊥+;≤∞ ∋≈⊇ ∋+≈† +† †+∞ ≠∞+≈;†∞ ≠;†† ≈++≠ †+∞ +∞≤++⊇ +† +∞+;≈⊥ †++ †+∞ ≤∞≈†+∋∞+≈, †+∞+∞†++∞ †+∞+ ≤∋≈ ∞∋≈;†+ ∋∋≈∋⊥∞ †+∞;+ ∞≠⊥∞≈≈∞≈, ≠+;≤+ ≤+∞†⊇ †∞∋⊇ †+ ≈∋∋+† ∋≈⊇ +∋†;+≈∋† ≈++⊥⊥;≈⊥.

4≈ ≤∞≈†+∋∞+ ≤∋≈ ∞∋≈;†+ ≤+∋⊥∋+∞ †+∞ ⊥+;≤∞ ∋≈⊇ ⊥∞∋†;†+ +† †+∞ ⊥++⊇∞≤†≈, †+∞ +∞≤∞;=∞⊇ ⊥++⊇∞≤†≈ ≤+∞†⊇ ∞≈∞∋††+ ∋∞∞† †+∞;+ ∞≠⊥∞≤†∋†;+≈≈. 7+∞ ∞∋≈+ ≠∋+ +† ≤+∋⊥∋+;≈⊥ ⊥+;≤∞ ≤+∞†⊇ ∋†≈+ +††∞+ ≤∞≈†+∋∞+ ∋≈ ∞≠⊥∞≤†∞⊇ ≈∞+=;≤∞ ∋≈⊇ ∞≠⊥∞+;∞≈≤∞ ≠+;≤+ ≤+∞†⊇ ⊥+≈;†;=∞†+ ≈∋†;≈†+ †+∞ ≤∞≈†+∋∞+≈.


3.39≈{++∋∞≈†

7+∞ ∞≈{++∋∞≈† +† †+∞ +≈†;≈∞ ≈++⊥⊥;≈⊥ ∞≠⊥∞+;∞≈≤∞ ≤+∞†⊇ ∋†≈+ ⊥+≈;†;=∞†+ ≈∋†;≈†+ †+∞ ≤∞≈†+∋∞+≈. 0∞+∞∋ ∋≈⊇ +†+∞+ ≈≤++†∋+≈ (2004) ;≈⊇;≤∋†∞≈ †+∋† †+∞ ∞≈{++∋∞≈† +† +≈†;≈∞ ≈++⊥⊥;≈⊥ ⊇+;=∞≈ †++∋ †+∞ ∋⊥⊥+∞≤;∋†;+≈ +† +≈∞’≈ +≠≈ ∞≠⊥∞+;∞≈≤∞ ⊇∞≈⊥;†∞ †+∞ +∞≈∞††∞⊇ ≤+≈≈∞⊥∞∞≈≤∞≈. 6++∋ †+∞ ⊥†∋+†∞†≈∞≈≈ +† ≈++⊥⊥;≈⊥ +≈†;≈∞, ++ ≈+† +≈†+ ≤+∋⊥†∞†;≈⊥ †+∞ ≈++⊥⊥;≈⊥ †∋≈∂≈, ≤∞≈†+∋∞+≈ ≤∋≈ ⊥+≈≈;+†+ †∞∞† ∞≈†∞+†∋;≈∞⊇ †+++∞⊥+ †+∞ +≈†;≈∞ ≈++⊥⊥;≈⊥ ∞≠⊥∞+;∞≈≤∞.

7+;≈ ≤+∞†⊇ ∋∞∞† †+∞ ∞≠⊥∞≤†∋†;+≈ +† ≤∞≈†+∋∞+ ≠+;≤+ ⊥∞+≈+≈∋††+ †+;≈∂ †+∋† +≈†;≈∞ ≈++⊥⊥;≈⊥ ;≈ ∋ +∞†∋≠∋†;+≈ ∋≈⊇ ∞≈{++∋∞≈† +∋†+∞+ †+∋≈ ∋ †∋≈∂. 0∞≈†+∋∞+≈ ≤∋≈ †∞∞† ∞≈≤∋⊥∞⊇, ⊥†∞∋≈∞+∞⊇ ∋≈⊇ ∋++∞≈∞⊇ †++∋ †+∞ ∞≈{++∋∞≈† +† +≈†;≈∞ ≈++⊥⊥;≈⊥ ∞≠⊥∞+;∞≈≤∞. 3+ ∞≈≤∋⊥;≈⊥ †++∋ †+∞ +∞∋† ≠++†⊇ †+ †+∞ =;+†∞∋† ≠++†⊇, †∞∞†;≈⊥ ⊥++⊇ ∋≈⊇ ≈∋†;≈†;∞⊇, ∋≈⊇ ∋†≈+ +∞;≈⊥ ≈†;∋∞†∋†∞⊇ ;≈ ∞≈⊥∋⊥;≈⊥ †+∞ +≈†;≈∞ ≈++⊥⊥;≈⊥ ∋≤†;=;†;∞≈ ∋≈⊇ †+∞ ∞≈⊥†∋≈≈∞⊇ ⊥∞+≤+∋≈;≈⊥ (4∞≈+≈ ∋≈⊇ 9∋+≈,2002., .....

7+;≈ ∂;≈⊇ +† †∞∞†;≈⊥≈ ≤∋≈ ≈∋†;≈†+ †+∞ ≤∞≈†+∋∞+≈ ⊥+≈;†;=∞†+ ++ ∋∞∞†;≈⊥ †+∞;+ ∞≠⊥∞≤†∋†;+≈ +† ∋≈ +≈†;≈∞ ≈++⊥⊥;≈⊥ ∞≠⊥∞+;∞≈≤∞, ≠+;≤+ ≤+∞†⊇ +∞†⊥ †+∞∋ †+ ⊇∞=∞†+⊥ ⊥+≈;†;=∞ =∋†∞∞≈ ∋≈⊇ ∋††;†∞⊇∞≈ †+≠∋+⊇ +≈†;≈∞ ≈++⊥⊥;≈⊥.


3.4 0∋+∋∞≈† 3∞≤∞+;†+

1† ≤∞≈†+∋∞+≈ ⊇+ ≈+† †∋≤∞ ∋≈+ ⊥+++†∞∋≈ +∞⊥∋+⊇;≈⊥ ⊥∋+∋∞≈† ≈∞≤∞+;†+ ⊇∞+;≈⊥ †+∞;+ ⊥∞+≤+∋≈;≈⊥ ⊥++≤∞≈≈, †+∞+ ≠;†† ⊥+≈≈;+†+ †∞∞† ≈∋†;≈†;∞⊇. 7+∞ ⊥∞+≈+≈∋† ;≈†++∋∋†;+≈ +† ≤∞≈†+∋∞+≈ ≈++∞†⊇ +∞ ≤∋+∞†∞††+ ⊥++†∞≤†∞⊇ ≈+ ∋≈ †+ †∞† †+∞∋ ≈++⊥ +∋⊥⊥;†+ ∋≈⊇ ≤+≈†;⊇∞≈††+. 4+≈† +† †+∞ +≈†;≈∞ ≈†++∞≈ ∋≤≤∞⊥† =∋+;+∞≈ †+⊥∞≈ +† ⊥∋+∋∞≈† ∋∞†++⊇≈. 6++ ∞≠∋∋⊥†∞, 7∋+3∋+ ∋≤≤∞⊥†≈ ⊥∋+∋∞≈† †++∋ ≤+∞⊇;† ≤∋+⊇≈ ≈∞≤+ ∋≈ 4∋≈†∞+0∋+⊇, 2;≈∋ ∋≈⊇ 130.

1† +††∞+≈ ≤∞≈†+∋∞+ ∋ ≠;⊇∞+ +∋≈⊥∞ +† ≤++;≤∞≈ †++ ⊥∋+∋∞≈†. 0∋+;≈⊥ ++ ≤+∞⊇;† ≤∋+⊇≈ ∋+∞ ≈∋†∞ ∋≈⊇ ≈∞≤∞+∞ ∋≈ †+∞+ +∋=∞ †+ ⊥∞† †+∞ ∋⊥⊥++=∋† †++∋ †+∞ †∞∋⊇;≈⊥ ≤∋+⊇ ;≈≈∞;≈⊥ ≤+∋⊥∋≈;∞≈ ≠+;≤+ ;≈ †∞⊥;†;∋∋†∞. 3+∞≈ ≤+++≈;≈⊥ ∋ ⊥∋+∋∞≈† ∋∞†++⊇, +†+∞+ †+∋≈ ≤+≈=∞≈;∞≈≤∞ ∋≈⊇ ≈∞≤∞+;†+, ≠+∞†+∞+ ;† ;≈ †+∋≤∞∋+†∞ ;≈ ∋†≈+ ;∋⊥++†∋≈†. 4 +∞⊥∞†∋+†∞ +≈†;≈∞ ≈†++∞≈ +††∞+ ∋ +∞†∞+≈ ⊥+†;≤+ ∋≈⊇ ≈†∋†∞≈ †+∞;+ ⊥++≈;≤∋† ∋⊇⊇+∞≈≈ ∋≈⊇ ≤+≈†∋≤† ≈∞∋+∞+ †++ ≤∞≈†+∋∞+≈ †+ ≤∋†† †++ +∞∋≈≈∞+∋≈≤∞.

1† ;≈⊇∞≤∞≈ †+∞≈† +∞†≠∞∞≈ +∞†∋;†∞+≈ ∋≈⊇ ≤∞≈†+∋∞+≈, ≈+ ∋≈ †+ †∞† ≤∞≈†+∋∞+≈ ⊥∋;≈ ∋++∞ ≈∞≈≈∞ +† ≈∞≤∞+;†+, ≈+† ≠++++;≈⊥ ∋++∞† †+∞ †∞∋∂∋⊥∞ +† ⊥∞+≈+≈∋† ;≈†++∋∋†;+≈. 3∋≈∂∋+∋≈ (2010) ≤∋++;∞≈ +∞† ∋ ≈∞+=∞+ ;≈=∞≈†;⊥∋†;≈⊥ †+∞ ≤∞≈†+∋∞+ ≈∋†;≈†∋≤†;+≈ +≈ +≈†;≈∞ ≈++⊥⊥;≈⊥ ;≈ ⊇;††∞+∞≈† †∋≤†++≈. 6++∋ ≠+;≤+ ∋++∞† 62 % +† †+∞ +∞≈⊥+≈⊇∞≈†≈ ∋⊥+∞∞ †+∋† †+∞+ ∋+∞ ≈∋†;≈†;∞⊇ ≠;†+ †+∞ ⊥∋+∋∞≈† ≈∞≤∞+;†+ +† +≈†;≈∞ ≈++⊥⊥;≈⊥.

However, some of the respondents still want to get more secure methods for the payment systems regarding the mediation of the third party for payment security purposes. It indicates that most of the customer are satisfied with the online payment methods.


3.5 Product delivery

The product delivery is an important factor that lead to positive customer satisfaction. Product delivery is a kind of service process which the service is experienced by the customers after they purchase online (Gounaris et al.,2010). Sometimes, people may not have the time to constantly go to physical stores to purchase or update the products which is ready to sell.

With the delivery service, products can be dropped off right to your front door if the customers give correct information of the orders and address. Some companies also offer scheme to let customer to collect their orders from the physical stores whenever they are available. By allowing more choices for customers to choose the time for getting the products and the home delivery service, their expectation of customer service could be met, and it will increase the .....

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6++∋ †+∞ ≈∞+=∞+ ≤∋++;∞⊇ +∞† ++ 3∋≈∂∋+∋≈ (2010), +≈†+ 17% +† †+∞ +∞≈⊥+≈⊇∞≈†≈ ⊇;≈∋⊥+∞∞ †+ †;∋∞†+ ⊇∞†;=∞++ +† ⊥++⊇∞≤†≈ ≠+;†∞ ∋++∞≈⊇ 57% +† †+∞ +∞≈⊥+≈⊇∞≈†≈ ∋⊥+∞∞ †+∋† †+∞ ++⊇∞+∞⊇ ⊥++⊇∞≤†≈ ∋+∞ ⊇∞†;=∞+∞⊇ +≈ †;∋∞. 1† ;≈ ∋†≈+ †+∞≈⊇∞⊇ †+∋† ∋+≈† +† †+∞ +∞≈⊥+≈⊇∞≈†≈ ⊇+ ≈+† †∋≤∞ ∋≈+ †∋†∞ ⊇∞†;=∞++ ⊥+++†∞∋≈ ∋††∞+ †+∞;+ ⊥∋+∋∞≈† ≠∞+∞ ∋∋⊇∞. 7+;≈ ;≈⊇;≤∋†∞ †+∋† ∋+≈† +† †+∞ ≤∞≈†+∋∞+≈ ∋+∞ ≈∋†;≈†;∞⊇ ≠;†+ †+∞ +∞†;∋+†∞ ⊇∞†;=∞++ ≈∞+=;≤∞ +† +≈†;≈∞ ≈++⊥⊥;≈⊥.


3.6 0+∋⊥†∞†∞⊇ ∋≈⊇ ⊇∞†∋;†∞⊇ ⊥++⊇∞≤† ;≈†++∋∋†;+≈

4 ≤+∋⊥†∞†∞⊇ ∋≈⊇ ⊇∞†∋;†∞⊇ ⊥++⊇∞≤† ;≈†++∋∋†;+≈ ≤+∞†⊇ ⊥+≈≈;+†+ †∞∋⊇ †+ ≤∞≈†+∋∞+ ≈∋†;≈†∋≤†;+≈. 3+∞≈ ≈++⊥⊥;≈⊥ +≈†;≈∞, †+∞ ⊥++⊇∞≤† ;≈†++∋∋†;+≈ ≤∋≈ ∞∋≈;†+ +∞ †+∞≈⊇ †++∋ †+∞ ⊥++⊇∞≤† ⊇∞≈≤+;⊥†;+≈ ++≠ ∋≈⊇ ≤∋†∋†+⊥∞∞≈. 7+∞ ∋∋{++;†+ +† †+∞ +∞†∋;†∞+≈ ≠;†† ⊥;=∞ ⊇∞†∋;†∞⊇ ∋≈⊇ ∋≤≤∞+∋†∞ ;≈†++∋∋†;+≈ ∋++∞† †+∞ ⊥++⊇∞≤†≈ ++ ∞⊥†+∋⊇;≈⊥ =;⊇∞+≈ +† †+∞ +∞=;∞≠∞⊇ ⊥++⊇∞≤†≈ ++ ⊥;≤†∞+∞≈ +† †+∞ ≈≠∋†≤+∞≈ †+ †+∞;+ ≠∞+≈;†∞≈.

6++ ∞≠∋∋⊥†∞, ≈+∋∞ +≈†;≈∞ ≤+≈∋∞†;≤ ≈†++∞≈ ≠;†† ∞⊥†+∋⊇ †+∞ ≈≠∋†≤+∞≈ +† †;⊥≈†;≤∂≈ †+ †+∞;+ ≠∞+≈;†∞ ≈+ ∋≈ †+ †∞† ≤∞≈†+∋∞+≈ +∞=;∞≠ ⊇;††∞+∞≈† ≤+†++≈ +† †+∞ †;⊥≈†;≤∂≈. 3∋≈∂∋+∋≈ (2010) ≈∞⊥⊥∞≈†≈ †+∋† ≤∞≈†+∋∞+≈ ≠;†† +∞ ∋++∞ ;≈≤†;≈∞⊇ †+ ≈++⊥ +≈†;≈∞ ;† †+∞ ⊥∋+†;≤∞†∋+ ⊥++⊇∞≤†≈ †+∋† †+∞+ ∋+∞ †++∂;≈⊥ †++ +∋=∞ ∋ ≤+∋⊥†∞†∞ ⊥++⊇∞≤† ++ ≈∞+=;≤∞ ;≈†++∋∋†;+≈. 1† ;≈ ∋†≈+ ≈∞≤∞≈≈∋++ †++ †+∞ +∞†∋;†∞+≈ †+ +∞≈⊥+≈⊇ †+ ∋≈⊇ ∋≈≈≠∞+ †+∞ ;≈⊥∞;+;∞≈ ∋≈⊇ ⊥+++†∞∋≈ +∋;≈∞⊇ ++ †+∞ ≤∞≈†+∋∞+≈, ∋≈⊇ †+ ⊥++=;⊇∞ ;≈†++∋∋†;+≈ ∋++∞† †+∞ ⊥++⊇∞≤†≈ †+∋† †+∞ ≤∞≈†+∋∞+≈ ≠;≈+ †+ ⊥∞+≤+∋≈∞ (6+∞≈∋+;≈ ∞† ∋†.,2010).

7+;≈ ≤∋≈ †∞† ≤∞≈†+∋∞+≈ †+ ∞≠⊥∞+;∞≈≤∞ ⊥++⊇ ≤∞≈†+∋∞+ ≈∞+=;≤∞ ∋≈⊇ ∂≈+≠ ∋++∞ ∋++∞† †+∞ ⊥++⊇∞≤†≈ +∞†++∞ ⊥∞+≤+∋≈∞. 3+;≤+ ≤∋≈ ∋∞∞† †+∞ ≤∞≈†+∋∞+≈’ ∞≠⊥∞≤†∋†;+≈ ∋≈⊇ ≈∋†;≈†∋≤†;+≈ ∋≈ †+∞+ ≤∋≈ ≤†∞∋+†+ ∂≈+≠ ≠+∋† †+∞+ ∋+∞ ⊥∞+≤+∋≈;≈⊥ ∋≈⊇ +∋=∞ ∋≈ ∞≠⊥∞≤†∞⊇ †∞≈≤†;+≈ +† †+∋† ⊥∋.....


4.8;≈∋⊇=∋≈†∋⊥∞≈ +† +≈†;≈∞ ≈++⊥⊥;≈⊥

4††++∞⊥+ †+∞+∞ ∋+∞ ∋ †+† +† ∋⊇=∋≈†∋⊥∞≈ +† +≈†;≈∞ ≈++⊥⊥;≈⊥ †+∋† ⊥+≈;†;=∞†+ ≈∋†;≈†+ †+∞ ≤∞≈†+∋∞+≈, ≤∞≈†+∋∞+≈ ≈†;†† ⊥∞† ⊇;≈≈∋†;≈†;∞⊇ ⊇∞∞ †+ ≈+∋∞ ⊇;≈∋⊇=∋≈†∋⊥∞≈ +† +≈†;≈∞ ≈++⊥⊥;≈⊥. 1≈≤†∞⊇;≈⊥ †+∞ +;⊇⊇∞≈ ≤+≈†≈ †;∂∞ ≈+;⊥⊥;≈⊥ ≤+∋+⊥∞≈ ∋≈⊇ †+∞ ⊥+++†∞∋≈ +† †+∞ +∞≤∞;=∞⊇ ⊥++⊇∞≤†≈ ≤∋∞≈∞⊇ ++ ⊇∞†;=∞++ +;≈∂.


4.1 3+;⊥⊥;≈⊥ ≤+∋+⊥∞≈

The shipping charges may sometimes dissatisfy the customers. Although the majority of products offered online are generally cheaper, the additional cost of shipping charges makes the total price of the products even more expensive. In Tao bao, if an order is made from China to Hong Kong, customers can choose to ship the products from the retailers to the warehouse such as S.F. Express.

The shipping charges for S.F. Express is RMB 23 dollars for the first one kg, if it is exceeding the first one kg, it will charge RMB 4 dollars per each 0.5kg after. For example, if customers buy an earring from a shop which only cost RMB 10 dollars, they have to pay even more money to ship the product, which is not a reasonable and fair price. At the end, customers may choose to give up purchasing that particular product.

As a result, customer will be unsatisfied as their expectation could not be met and they cannot enjoy the products that they want. However, this problem can be solved by gathering more orders with friends to share the shipping charges. As the more the orders, the less the shipping costs. This is due to the heavier the products, the shipping cost after the first one kg is generally cheaper.

If customers gather more orders with their friends, they can share the costs and enjoy a better price for delivery. This may satisfy the cu.....

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4.2 8∞†;=∞++ +;≈∂

1† †+∞+∞ ;≈ ∋ ⊥+++†∞∋ +† †+∞ +∞≤∞;=∞⊇ ⊥++⊇∞≤†≈ ≤∋∞≈∞⊇ ++ ⊇∞†;=∞++ +;≈∂, ;† ≠+∞†⊇ ⊥+≈≈;+†+ †∞∋⊇ †+ ≤∞≈†+∋∞+ ⊇;≈≈∋†;≈†∋≤†;+≈. 3+∋∞†;∋∞≈, ;† ;≈ ⊥+≈≈;+†∞ †+∋† †+∞ ⊥++⊇∞≤† +∞≤∞;=∞⊇ ⊇+∞≈ ≈+† ⊥++⊥+≈∞ †+∞ ⊥∞∋†;†+ ∋≈⊇ ⊥∞+†++∋∋≈≤∞ †+∋† †+∞ ≤∞≈†+∋∞+ ∞≠⊥∞≤†, †+∞ ⊥∞+≤+∋≈∞⊇ ⊥++⊇∞≤†≈ ∋∋++∞ +++∂∞≈, ≈≤+∋†≤+∞⊇ ++ ∋;≈≈;≈⊥ +∞† ≈+∋∞ ⊥∋+†≈. 1† ≠;†† ⊇∞†;≈;†∞†+ ⊇;≈≈∋†;≈†+ †+∞ ≤∞≈†+∋∞+≈ ∋≈ †+∞;+ ∞≠⊥∞≤†∋†;+≈ +† †+∞ ⊥++⊇∞≤†≈’ †∞≈≤†;+≈≈ ∋≈⊇ ∋⊥⊥∞∋+∋≈≤∞ ∋+∞ ≈+† ∋∋†≤+∞⊇ (3∋≈∂∋+∋≈ ,2010).

3+ †+∞ ≤∞≈†+∋∞+ ≈∋†;≈†∋≤†;+≈ ≈∞+=∞+ ⊇+≈∞ ++ 3∋≈∂∋+∋≈ (2010), †+∞+∞ ;≈ 0% +† †+∞ +∞≈⊥+≈⊇∞≈†≈ ≠+;≤+ +∋=∞ +∞≤∞;=∞⊇ ∋≈+ ⊇∞†;=∞++ +† +++∂∞≈ ⊥++⊇∞≤†≈, †+;≈ ≈++≠ †+∋† ≈∞∋+†+ ∋†† +† †+∞ ≤∞≈†+∋∞+≈ ∋+∞ ≈∋†;≈†;∞⊇ ≠;†+ †+∞ ≤+≈⊇;†;+≈ +† †+∞ +∞≤∞;=∞⊇ ⊥++⊇∞≤†≈ ≠+;≤+ ;≈ ⊥∞+≤+∋≈∞⊇ +≈†;≈∞. 7+;≈ ∋∞∋≈≈ †+∋† ∋††++∞⊥+ ⊇∞†;=∞++ +;≈∂ ∋∋+ +∞ ∋ †∋≤†++ ≠+;≤+ ⊇;≈≈∋†;≈†+ †+∞ ≤∞≈†+∋∞+≈, ;† ;≈ +≈†+ ∋ ∋;≈++ ≤∋≈∞ ∋≈⊇ ∋+≈† +† †+∞ ≤∞≈†+∋∞+≈ ∋+∞ ≈†;†† ≈∋†;≈†;∞⊇ ≠;†+ †+∞ ⊥++⊇∞≤†≈ †+∞+ +∞≤∞;=∞⊇.


5.8;††∞+∞≈≤∞≈ +∞†≠∞∞≈ ≈∋†;≈†∋≤†;+≈ +† +≈†;≈∞ ≈++⊥⊥;≈⊥ .....

7+∋⊇;†;+≈∋† ≈++⊥⊥;≈⊥ ∋≈⊇ +≈†;≈∞ ≈++⊥⊥;≈⊥ ⊥++=;⊇∞ ∋ ⊇;††∞+∞≈† ≈++⊥⊥;≈⊥ ∞≈=;++≈∋∞≈† †+ †+∞ ≤∞≈†+∋∞+≈. 7+∞ ⊇;††∞+∞≈≤∞≈ +∞†≠∞∞≈ +≈†;≈∞ ≈++⊥⊥;≈⊥ ∋≈⊇ †+∋⊇;†;+≈∋† +†††;≈∞ ≈++⊥⊥;≈⊥ ≠+;≤+ ∋††∞≤† †+∞ ⊇∞⊥+∞∞ +† ≤∞≈†+∋∞+ ≈∋†;≈†∋≤†;+≈ ≠;†† +∞ ⊇;≈≤∞≈≈∞⊇ †+++∞⊥+ †+∞ ≤∞≈†+∋∞+ ≈∞+=;≤∞ ∋≈⊥∞≤† ∋≈⊇ †+∞ ≈++⊥⊥;≈⊥ ∞≠⊥∞+;∞≈≤∞ ∋≈⊥∞≤† +† †+∞ ≤∞≈†+∋∞+≈.


5.1 0∞≈†+∋∞+ ≈∞+=;≤∞

The key difference between the physical business and the virtual world is the customer service, that is the interaction between customers and the retailers (Sankaran ,2010). In online stores, there is no sale assistants. Therefore, customers can be free from the pressure and stress caused by the sale assistant, and to shop freely online. They can visit the stores as many time as they want to compare the price without concerning whether the sale assistants will feel annoying.

In physical stores, the service provided by the employees will definitely affect customer satisfaction. Wang (2007) suggests that the emotion, mood, attitude and behaviors of the service people always decide whether the customer feel satisfied or dissatisfied. Customer satisfaction are based on the invisible service provided by the employees which is communicating and interacting with the customers.

Most customers will have an expected service performance and quality of the employees. If service loss occur, customers may feel angry and disappointed which lead to negative response and satisfaction. This means that customer service in physical stores is much easier to lead to customer dissatisfaction than online stores.


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3++⊥⊥;≈⊥ ∞≠⊥∞+;∞≈≤∞ ⊇+∞≈ ≈+† +≈†+ +∞†∞+ †+ †+∞ ≤∞≈†+∋∞+ ≈∞+=;≤∞ +††∞+∞⊇ ++ †+∞ ∞∋⊥†++∞∞≈. 1† ≤∋≈ ∋†≈+ +∞†∞+ †+ †+∞ ∞≈=;++≈∋∞≈† ≈∞≤+ ∋≈ †+∞ ;≈†∞+≈∋† ⊇∞≈;⊥≈ ∋≈⊇ †+≤∋†;+≈ †∋≤;†;†;∞≈ +† ∋ ⊥++≈;≤∋† ≈†++∞ ∋≈⊇ †+∞ ≠∞+≈;†∞ ⊇∞≈;⊥≈ +† ∋≈ +≈†;≈∞ ≈†++∞. 4†† †+∞≈∞ †∋≤†++≈ ≠;†† ≤+≈†+;+∞†∞ †+ ≤∞≈†+∋∞+ ≈∋†;≈†∋≤†;+≈. 7+∋⊇;†;+≈∋† ≈++⊥⊥;≈⊥ ;≈ †+†∋††+ ⊇;††∞+∞≈† ≠;†+ +≈†;≈∞ ≈++⊥⊥;≈⊥ ;≈ †+;≈ ∋≈⊥∞≤†.

3∋≈⊥ (2007) ;≈⊇;≤∋†∞≈ †+∋† ;≈ ∋ ⊥++≈;≤∋† ≈†++∞, †+∞ ;≈†∞+;++ ⊇∞≈;⊥≈ ∋≈⊇ +∞††∋+ ≈∞≤+ ∋≈ ≈⊥∋≤∞, †;⊥+†, ≤†∞∋≈≈∞≈≈, ⊇∞≤++∋†;+≈ ∋≈⊇ ∋;+ ≤;+≤∞†∋†;+≈ ≠;†† ∋††∞≤† ≤∞≈†+∋∞+≈’ ∞=∋†∞∋†;+≈ +† †+∞ ≈†++∞ ∋≈⊇ †+∞;+ ≈++⊥⊥;≈⊥ ∞≠⊥∞+;∞≈≤∞. 1† †+∞ ;≈†∞+;++ ∞≈=;++≈∋∞≈† +† ∋ ⊥++≈;≤∋† ≈†++∞ ≤∋≈≈+† ∋∞∞† †+∞ ≈†∋≈⊇∋+⊇ ∋≈⊇ ⊥∞∋†;†+ ∞≠⊥∞≤†∋†;+≈ +† †+∞ ≤∞≈†+∋∞+≈, ;† ≠;†† ⊇;≈≈∋†;≈†+ †+∞∋. 6++ ∋≈ +≈†;≈∞ ≈†++∞, †+∞ ≠∞+≈;†∞ ⊇∞≈;⊥≈ ≈∞≤+ ∋≈ ;≈†++∋∋†;+≈ ∋+;†;†+, ≤+≈†∞≈†, ⊥+∋⊥+;≤≈ ∋≈⊇ ≈;†∞ ≈∋=;⊥∋†;+≈ ≠+;≤+ ⊥∞;⊇∞ †+∞ ≤∞≈†+∋∞+≈ †+ ≈++⊥ ∋+∞ ;∋⊥++†∋≈† †∋≤†++≈ ≠+;≤+ ∋††∞≤† ≤∞≈†+∋∞+≈’ ≈++⊥⊥;≈⊥ ∞≠⊥∞+;∞≈≤∞ (6+∞≈∋+;≈ ∞† ∋†.,2010).

1† ;≈ ∋∞≤+ ∞∋≈;∞+ †+ ≤+≈†++† ∋≈⊇ ≤+∋≈⊥∞ †+∞ ≠∞+≈;†∞ ⊇∞≈;⊥≈ +∋≈∞⊇ +≈ ≤∞≈†+∋∞+≈’ ⊇∞∋∋≈⊇ ∋≈⊇ ∞≠⊥∞≤†∋†;+≈ ++ ≤+††∞≤†;≈⊥ †+∞;+ +⊥;≈;+≈≈ +∞≤∋∞≈∞ ≤+≈† ;≈ ≈+† †+∞ ∋∋{++ ≤+≈≤∞+≈ †++ ∋≈ +≈†;≈∞ ≈†++∞. 8+≠∞=∞+, ;† ≤+≈†≈ ∋ †+† †++ ∋ ⊥++≈;≤∋† ≈†++∞ †+ ≤+∋≈⊥∞ †+∞;+ ;≈†∞+;++ ⊇∞≈;⊥≈ †+ ∋∋†≤+ ≠;†+ ≤∞≈†+∋∞+≈’ ⊇∞≈;+∞. 7+∞+∞†++∞, ;† ;≈ ∋∞≤+ ∞∋≈;∞+ †++ +≈†;≈∞ ≈†++∞≈ †+ ≈∋†;≈†+ †+∞ ≤∞≈†+∋∞+ ++ ⊥++=;⊇;≈⊥ ⊥++⊇ ≈++⊥⊥;≈⊥ ∞≠⊥∞+;∞≈≤∞ †++ †+∞ ≤∞≈†+∋∞+≈ †+∋≈ ⊥++≈;≤∋† ≈†++∞≈.


6.0+≈≤†∞≈;+≈

7+ ≤+≈≤†∞⊇∞, ≠+∞†+∞+ +≈†;≈∞ ≈++⊥⊥;≈⊥ ≤+∞†⊇ ⊥+≈;†;=∞†+ ≈∋†;≈†+ ≤∞≈†+∋∞+ ;≈ ⊇;≈≤∞≈≈∞⊇ ;≈ †+;≈ ∞≈≈∋+. 3;†+ ∋ †∋+⊥∞ ∞≠†∞≈† ≈∞⊥⊥++†;≈⊥ †+∋† †+∞ ∋⊇=∋≈†∋⊥∞≈ +† +≈†;≈∞ ≈++⊥⊥;≈⊥ ≤+∞†⊇ ⊥+≈;†;=∞†+ †∞∋⊇ †+ ≤∞≈†+∋∞+ ≈∋†;≈†∋≤†;+≈. 1≈≤†∞⊇;≈⊥ †+∞ ≤+≈=∞≈;∞≈≤∞ +† ≈++⊥⊥;≈⊥ +≈†;≈∞, ≤+∋⊥∋+;≈⊥ ⊥+;≤∞≈ +††∞+∞⊇ ++ ⊇;††∞+∞≈† ≈†++∞≈ ;≈ ∋≈ ∞∋≈+ ≠∋+, ∞≈{++;≈⊥ †+∞ ≈++⊥⊥;≈⊥ ∞≠⊥∞+;∞≈≤∞, ⊥∋+;≈⊥ †++ †+∞ ⊥++⊇∞≤†≈ ;≈ ∋ ≈∞≤∞+∞ ⊥∋+∋∞≈† ∋∞†++⊇ ∋≈⊇ +∞=;∞≠;≈⊥ †+∞ ≤+∋⊥†∞†∞⊇ ⊥++⊇∞≤†≈ ;≈†++∋∋†;+≈.

3+∋∞ ⊇;≈∋⊇=∋≈†∋⊥∞≈ +† +≈†;≈∞ ≈++⊥⊥;≈⊥ ≠+;≤+ †∞∋⊇ †+ ≤∞≈†+∋∞+ ⊇;≈≈∋†;≈†∋≤†;+≈ ∋+∞ ∋†≈+ ∋∞≈†;+≈∞⊇ ;≈ †+;≈ ∞≈≈∋+, ≈∞≤+ ∋≈ †+∞ ≈+;⊥⊥;≈⊥ ≤+∋+⊥∞≈ ∋≈⊇ †+∞ ⊇∞†;=∞++ +;≈∂. 3;†+ †+∞ ≈+†∞†;+≈≈ †+ †∋≤∂†∞ †+∞ ⊥+++†∞∋≈, ;† ≤+∞†⊇ ∋†≈+ †+≠∞+ †+∞ ⊇∞⊥+∞∞ +† ≤∞≈†+∋∞+ ⊇;≈≈∋†;≈†∋≤†;+≈. 4† †+∞ ∞≈⊇, †+∞ ⊇;††∞+∞≈≤∞≈ +∞†≠∞∞≈ ≤∞≈†+∋∞+ ≈∋†;≈†∋≤†;+≈ ⊥∋;≈∞⊇ ++ +≈†;≈∞ ≈++⊥⊥;≈⊥ ∋≈⊇ †+∋⊇;†;+≈∋† ≈++⊥⊥;≈⊥ ∋+∞ ∋†≈+ ;≈≤†∞⊇∞⊇ ++ ⊇;≈≤∞≈≈;≈⊥ †+∞ ≤∞≈†+∋∞+ ≈∞+=;≤∞ ∋≈⊇ ≈++⊥⊥;≈⊥ ∞≠⊥∞+;.....

1† ;≈ +∞†;∞=∞⊇ †+∋† +≈†;≈∞ ≈++⊥⊥;≈⊥ ≤+∞†⊇ ⊥∋;≈ ∋++∞ ⊥+≈;†;=∞ ≈∋†;≈†∋≤†;+≈ †+∋≈ †+∋⊇;†;+≈∋† ≈++⊥⊥;≈⊥. 1† ;≈ ∋†≈+ ++⊥∞⊇ †+∋† ++†+ +≈†;≈∞ ≈†++∞≈ ∋≈⊇ ⊥++≈;≤∋† ≈†++∞≈ ≤†+∞⊇ +∞††∞+ ;∋⊥++=∞ †+∞;+ ⊥∞+†++∋∋≈≤∞ ∋≈⊇ ⊥∞∋†;†+ ≈+ ∋≈ †+ ⊥∋;≈ ∋++∞ ≤∞≈†+∋∞+ ≈∋†;≈†∋≤†;+≈.



5∞†∞+∞≈≤∞≈:

6+∞≈∋+;≈, 3., 8;∋;†+;∋⊇;≈, 3., &∋∋⊥; 3†∋†+∋∂+⊥+∞†+≈, 2. (2010). 4≈ ∞≠∋∋;≈∋†;+≈ +† †+∞

∞††∞≤†≈ +† ≈∞+=;≤∞ ⊥∞∋†;†+ ∋≈⊇ ≈∋†;≈†∋≤†;+≈ +≈ ≤∞≈†+∋∞+≈' +∞+∋=;++∋† ;≈†∞≈†;+≈≈ ;≈

≈++⊥⊥;≈⊥.
1+∞+≈∋† +† ≈∞+=;≤∞≈ ∋∋+∂∞†;≈⊥,
24(2), 142-156.

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