proposalEvaluation on the Customer Satisfaction in the B2C ECommerce Model.docx
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proposalEvaluation on the Customer Satisfaction in the B2C ECommerce Model.docx
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proposalEvaluationontheCustomerSatisfactionintheB2CECommerceModel
EvaluationontheCustomerSatisfactionintheB2CE-CommerceModel
1Researchbackgroundandinitiatives
Inthe21thcentury,theenterprisesintheglobehavealreadysteppedintothestageofthetotalqualitymanagement,andtheultimateobjectiveofthequalitymanagementisthecustomersatisfaction.Thecustomersatisfactioncouldmeasureupthelevelofacorporation.Thecorporatemanagerswillsatisfythecustomer’sdemandsoastoenhancetheirsatisfactionlevel(LIN,2007).Thecustomersatisfactionisthedirectconsequenceofthemarket-orientedmarketingmeans.Theevaluationonthecustomersatisfactionhasvitalsignificanceinmanyaspects.Intermsoftheenterprises,theevaluationonthecustomersatisfactionisbeneficialtoimprovethecorporateproductsandservicesanddigthepotentialdemandsofthecustomers(RUST&ZAHORIK,1993).Throughthecustomersatisfactionevaluation,thedrawbacksanddisadvantagesofthecorporationswillbefound.Iftheenterpriseimprovesitsproductsandservicesaccordingtotheunsatisfactoryplacesofthecustomers,thegoodcorporateimagewillbemaintainedandmoreandmorecustomerswillbebroughttoittoo.Asforthecustomers,theycangetmuchbetterconsumingexperienceandpurchasetheirfavorite
Productsandservices.Asforthewholesociety,theevaluationmodelofthecustomersatisfactionisbeneficialtoevaluatethequalityofthenationalmacro-economy.Inaddition,B2Cisanewcommercialmodelandthecustomersatisfactionproblemisstillanimportantissueithastothink.
2Aimsandobjectives
TheaimofthisresearchistomakesomeusefulandsignificantworkfortheimprovementsofthecustomersatisfactionoftheB2Conlineshopping.ThespecificobjectivesaretoputforwardaqualitativeevaluationmodelonthecustomersatisfactionandapplythismodelinafamousChineseB2Conlinemall.
3Literaturereview
3.1Customersatisfaction
Cardozo(1965)evermadesomedeepresearchaboutthecustomersatisfactionintheearly1965.Whatheresearchedwasabouttherelationshipamongtheconsumptionofthecustomer,customer’sexpectationanditssatisfaction.Meanwhile,inhisresearch,theconceptofthecustomersatisfactioncameupforthefirsttimeinthemarketingdomain.IntheviewpointsoftheCardozo,thecustomersatisfactionconsistsofthreelevelsandtheyarecommoditysatisfaction,customersatisfactionandsocialsatisfaction.
WestbrookandReilly(1983)thinksthatthecustomersatisfactionisjustthecustomer’semotionalreactionintheshoppingprocess.Thelayoutofthecommodity,thepromotionoftheretailers,andthesurroundedenvironmentarejusttheimportantinfluencingfactorsforthecustomersatisfaction.
Fornell(1992)pointsoutthatthecustomersatisfactionisjustakindofwholefeelingfromthecomparisonbetweentheoriginalexpectationfortheproductsandthefeelingsafterpurchasingtheproducts.Thiskindoffeelingscanbeevaluateddirectly.
Basedontheaboveliterature,differentscholarshavedifferentideasaboutthecustomersatisfaction.Somethinkitisakindofconsequence,somethinkit’sjustaprocessandothersthinkitisakindoffeelingintheshoppingprocess.Thecustomersatisfactioncouldbedescribedintothecustomersatisfactiondegree(CSD).Itisakindofmeasurementforthecustomersatisfaction.Itisakindofsubjectiveandpersonalizedevaluationontheconsumedproductsandservicesaftertheconsumption(HALLOWELL,1996).Thecustomersatisfactiondegreehassubjective,vague,differentiatedanddynamiccharacteristics.Theevaluationonthecustomersatisfactiondoesnothaveunifiedindicator.Thus,theresearchaboutthecustomersatisfactionhasalreadybeenthefocusoftheacademicresearch.
3.2Evaluationonthecustomersatisfaction
Theresearchabouttheevaluationonthecustomersatisfactionjustemergesgraduallyaftertheresearchconcerningthecustomersatisfaction.Thisresearchbeganinthe1980s.TheAmericanscholarFornell(1989)putforwardtheFornelllogicmodel.Subsequently,theSwedendesignedtheSwedishcustomersatisfactionbarometer(SCSB).Itevaluates32industriesintheSwedenandevaluatesover100enterprises.Itisthefirstcustomersatisfactionevaluationmodelleadedbythecountryintheworld.Thismodelconsistsoffoursectionsandtheyareperceivedvalue,expectedquality,customercomplaintandcustomerloyalty(ANDERSONetal.,1994).
Inthe1990s,theUSAmadesomerevisionsfortheSwedishcustomersatisfactionevaluationmodelandestablishedanAmericancustomersatisfactionindicator(ACSI).TheACSIwillbeusedtoanalyzethequalityoftheAmericaneconomicoperationandprovidesomeevidenceoftheAmericangovernment’smacroscopiceconomicpolicy(FORNELetal.,1996).ComparedwiththeSwedishmodel,theACSIaddsavariablecalledtheperceivedquality.Subsequently,theEuropehasalreadyestablisheditscustomersatisfactionindicator.TheGermany,Canada,NewZealand,andKoreahavealreadyestablishedtheirowncustomersatisfactionindicatormodelaccordingtotheirownnationalconditions.TheEuropeancustomersatisfactionindicator(ECSI)justevolvedbasedontheACSI,andsomemorevariablesareinheritedfromtheAmericanmodelsuchastheperceivedquality,perceivedvalue,customerexpectationandcustomerloyalty(KRISTENSENetal.,2000).Moreover,thepotentialvariablecalledthecorporateimageisadded.Thecorporateimageindicatestheimpressionandassociationexistinginthememoryofthecustomers,andtheseimpressionsandassociationswillinfluencethecustomer’sexpectationandthesatisfactiondegree(GRAY&BALMER,1998).Moreover,anotherpotentialvariablecalledthecustomercomplaintisremovedinthismodel.Thecustomercomplainthasalreadybeenregardedasthesubsequentbehaviorsofthecustomerdissatisfactionallthetime.Treatingthecustomer’scomplainingmoodisprettyimportanttoreservethecurrentcustomers.However,thegoodtreatmentforthecustomercomplaintcannotmakethecustomerchangefromthedissatisfactionintothesatisfaction.Theultimateconsequenceismakethecustomerlosethedissatisfaction(GOODMAN,1999).Therefore,thecustomercomplaintdoesnothaveobviousimpactonthecustomersatisfaction.
3.3Evaluationonthecustomersatisfactionintheonlineshopping
TheonlineshoppingappearedintheUSAattheearliesttime.TheAmazonwasestablishedin1995.Theonlineshoppingcouldbepaidthroughtheonlinepaymentorthepaymentondelivery.Atthatmoment,theAmazon’sonlinepaymentisfulfilledthroughanotherthird-partybank.Theonlineshoppingisdifferentfromthetraditionalshoppingandithastoberealizedthroughthenetworkandlogistics,whichjustaddsthecomplexityofthecustomersatisfaction.Theresearchaboutthecustomersatisfactionevaluationisprettyearlyanditjustdevelopstogetherwiththeonlineshoppingpractice.Theevaluationonthecustomersatisfactioncouldbeclassifiedintothreeaspects:
influencingfactorsofthecustomersatisfaction,theconstructionofthesatisfactionindicatorandtheuseofvariousmodelstoimplementthecustomersatisfactionevaluation(SHANKARetal.,2003).
SzymanskiandHise(2000)justthinksthattheinfluencingfactorsofthecustomersatisfactionhaswebpagedesign,perceivedfacilitation,thesortsoftheproductsandperceivedsecurity.Aftertheirempiricalresearch,theyfindthattheobviousinfluencingfactorsforthecustomersatisfactionaretheperceivedfacilitation,webpagedesignandperceivedsecurity,andtheinfluencingdegreeofthesethreefactorsjustreducesbythisorder.LAU&LEE(1999)establishedacomprehensiveevaluationmodelonthecustomersatisfaction.Theinfluencingfactorsincludedthelogisticalsupport,customerserviceandprices.
AndersonandPonnavolu(2002)justputsforwardeightfactorswhichmayhavesomepossibleinfluenceforthecustomerloyaltyandtheythinktheloyaltyisthedecisiveinfluencingfactorforthecustomersatisfaction.Theseeightfactorsincludetheshoppingconvenience,selection,commoditypersonalization,after-salescare,andinteractivitybetweenthebuyingandsellingparties.Theirresearchshowsthatthesefactorsexcepttheshoppingconveniencewillhavesomepositiveinfluenceforthecustomerloyalty.Subsequently,thecustomerloyaltyistheimportantreferringfactorofthecustomersatisfaction.BAI(2008)thinksthattherearesomeimportantinfluencingfactorsforthecustomersatisfactiondegreeandtheyareweb-pagedesign,websiteperceivedfacilitation,marketingscheme,financialsecurityrespectively.Meanwhile,hestillputsforwardanonlineshoppingcustomersatisfactiondegreemodel.
GengandGao(2007)justsummarizetheB2Ce-businessevaluationindicatorsforthecustomersatisfactionbasedonthePhilipKotler’stheory.Thecustomersatisfactionevaluationindicatorsystemincludesthecustomer’stotalvalueandtotalcost.Meanwhile,theystillanalyzetheconsumptionpsychologyandconsumingbehaviorsoftheonlineshoppingcustomersandtheinfluencingfactorsfortheonlineshoppingcustomers.Atthesametime,theystillputforwardanexpectation-performancemodelandindicatorsystem.Inaddition,manyotherscholarsstillhavesomedifferentperspectivesaboutthistopic.
Throughtheaboveliteraturereview,itisfoundthatmostresearchersdonotusethecustomersatisfactionindicatormodelinthetraditionalindustries.Thecommonpointoftheseresearchesisthattheyjustrebuildthenewmodelaccordingtothenewonlineshoppingcharacteristics.
Leeconstructsthecustomersatisfactionevaluationmodelandfindst
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