The Effect of Online to Offline Service Attributes on Customer Satisfaction a Case of Online Purchasing Smartphone

• Main Authors: Zolzaya Batmunkh, 周君雅
• Other Authors: Hsio-Min Wang
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/44848212210228734630

碩士 === 大葉大學 === 企業管理學系碩士班 === 103 === Purpose- This study is to investigate the relationship between customer satisfaction and the online to offline service attributes that influence their satisfaction. Based on the three hypotheses developed from the e-satisfaction model, customers were asked to compare previous online shopping experience with the shopping experience at traditional physical stores, so to distinguish the key perception of online and offline service attributes that lead to customer satisfaction and examine the relationship in between. Methodology- Quantitative research is used to determine the relationship between dependent and independent variables based on the proposed theoretical model that delineates the relationships between dependent variable customer satisfaction and the independent variables online service attributes (convenience, merchandising, and financial security) and offline service attributes (delivery service, return policy, repair and maintenance and feedback ). Data collection- In total 225 responses were collected through an on online questionnaires during 1st of February to 24th March of 2015. Findings- This study has successfully confirmed the seven-factor structure in the perception of online and offline service attributes. Perception of online service attributes (merchandising, financial security, convenience) and offline service attributes (delivery service, return policy, repair and maintenance) are all significant predictors of customer satisfaction and hence the linear causal relationship between these perceptions and customer satisfaction is verified.