Customer satisfaction measurement of visitors from an electronic mall in the world wide web. An electronic survey demonstrated on the Austrian Country Market.
Abstract
This dissertation explores customer satisfaction in the Austrian Country Market (http://www.lisa.at/), a themed Electronic Mall. A theoretical customer satisfaction model was constructed using three paradigms of internet marketing (the 'Electronic Mall', the 'Online Sales Catalogue' and the 'Virtual Business Community'), as identified from a literature review. The model was tested, modified and validated using group interviews and an electronic questionnaire survey. Overall, 55% of customers were either 'satisfied' or 'very satisfied' with the Mall. High satisfaction scores were given to product quality, the homepage, graphical layout and site clarity. There was less satisfaction with aspects related to the purchase and delivery of products. Multiple regression analysis identified an empirical relationship between total satisfaction and (in order of importance) ease of navigation, site content, and graphical layout. Cluster analysis identified three homogeneous customer groups and regression analysis within each group indicated that the homepage should also be included in the overall satisfaction equation. A customer satisfaction profile identified those aspects of satisfaction requiring most immediate improvement, namely ease of navigation and site content. Recommended changes to the Mall are improvement in ease of navigation, decentralisation of content input, broadening of site content and product ranges, installation of a more user-friendly purchasing system, increasing the range and security of payment methods, and improvement in the logistics of sales and delivery.
Internet marketing customer satisfaction Internet market research
Publikationen
Electronic Marketing für landwirtschaftliche Produkte und Dienstleitungen im Internet gezeigt am Beispiel des Austrian Country Market - angewandte Marketingforschung in neuen Kommunilationsmedien.
Autoren: Haas, R., Schiebel, W. Jahr: 1999
Conference & Workshop proceedings, paper, abstract
Project staff
Rainer Haas
Ao.Univ.Prof. Dipl.-Ing. Dr.nat.techn. Rainer Haas
rainer.haas@boku.ac.at
Tel: +43 1 47654-73516
Project Leader
01.01.1996 - 31.12.1998
BOKU partners
External partners
Waldviertler Projekt-Management (Telehaus)
none
partner